Original subtitles

welcome to the free Ecom course what you

have just found is over 21 plus hours

put together by my wife myself and our

amazing team to bring to you everything

that you could ever possibly need to

start and grow your own successful

e-commerce business so what's in this

course is everything that I learned from

growing eight different Shopify Brands

to seven figures and Beyond but the best

part is that this course is not just

based off of things that used to work

and S plus years of experience also

based on the things that are working

today like this brand here that we

launched a couple of months ago back in

July and since then it's been on track

to do well over a million dollar in its

first 12 months the reason we're making

this course is that after I look back

over the past decade or so of experience

and just counted up all the mistakes

that I've had along the way I realized

that there's just no resource out there

like this that is truly based off of

real Real World experience and what is

currently working and certainly nothing

like that for free cuz not only do we

have the in-depth lessons where I go

through everything with you step by step

not just showing it for an example

actually building one that we're going

to launch and grow to six and seven

figures in sales but we also give you

all the resources and PDF downloads and

templates that you need so that you can

copy paste everything that we do in our

business while I certainly can't promise

any kind of results and anybody who

tries to promise results you should take

a closer look at them what I can promise

you is that this 21 hours is by far the

best work that I've ever done my entire

life and it leaves absolutely no stone

unturned so if you are a complete

beginner and you're confused and not

sure like what direction to follow in or

where to get started this resource is

for you or if you've already started

taking sales you're struggling to get

profitable and to scale then this is

going to show you how to do that we

covered everything from zero to seven

figures that includes all of the

marketing all your product research your

site optimization customer service how

to manage your finances all of the

little ins and outs we've covered all of

that and putting together an amazing

resource like this is obviously not

cheap or a fast thing to do so my team

and I and my wife/ business partner we

have worked on this recording for well

over a month invested well over $30,000

in editing and bringing together all of

the resources here before you and making

it completely free now a question you're

probably asking yourself is that okay if

it's so great then why is it free so

that seem a little strange and the

reason for me deciding to make this free

and available to everyone comes back to

a personal experience I had that when I

was first starting out I decided to buy

a course I invested about $5,000 of

money that I didn't have just racked it

up on my credit card and by the time I

actually got into the course and started

working on the business I didn't have

any money left over to actually spend on

the business and I was just in a really

bad spot ended up having to take a job

in order to pay down the the course

alone I don't want that experience for

anybody and if there was a resource out

there like this it would have completely

changed the trajectory of my life I'm

really happy with where things have

ended up but that would have completely

changed the trajectory and I would have

been really grateful to whoever did that

so in this course it's broken down into

10 different modules for you in module

one you're going to be learning the

intro lay of the land exactly what this

course is what you can expect and how to

get the most out of it then module two

you're going to be laying your

foundations learning how to become the

kind of person that is capable of not

just starting a project like this but

actually seeing it through all the way

to the end module three you're going to

be learning how to do market research

and choose your Niche and then building

a brand that will stand out in a really

competitive space module 4 is product

and fulfillment where you're going to be

seeing how we do product research and

then how we use AI tools to create

create and design all of our products

extremely cost effectively and then how

we use print IFI so that they print pack

and ship all the orders right to the

customer without us ever having to touch

a thing in in module 5 you're going to

learn how to create a high converting

Shopify store where I'm going to be

going through with you step by step

Click by click sharing my screen with

you as I'm building my own brand along

with you again this is not just a me

teaching stuff at you I'm literally

building a new brand alongside you

module 6 is the beefiest section of the

the entire course and that's where

you're going to be learning how to drive

profitable Facebook and Google ad

traffic in module 7 you're going to

learn how to set up all of your email

flows and automations so that you can

just set these up one time and then they

run for you for the duration of your

brand and just R in extra profitable

sales for you every day of the week

module 8 is systems and operations where

you're going to be learning how to not

just maximize your profit but how to

make sure you are actually keeping it

how to run your financials how to scale

your team so that you can work on the

business instead of in it module 9 is

scaling where we're going to be talking

about how to go from $10 to $100,000 per

month in sales the module 10 is where

you're going to be learning about what

it takes to build an exit from a seven

figure e-commerce business so those are

all the things we're going to be

covering as I mentioned it's extremely

robust it's as comprehensive as it gets

it's just a matter of you deciding is

this something that you're going to

stick through all the way to the end

knowing that this is the last resource

you will ever need so if you're ready to

jump in and change your life there's

just two quick things we ask you number

one is if you're interested in getting

full access to all the free resources

then consider joining the school

Community again it's completely free

it's an amazing community of people that

are going through the course with you

that you can talk with ask questions

bounce ideas off each other whatever you

want in addition to getting all of the

resources in a nicely formatted step by

step and then the second thing is of

course using the affiliate links down

below of the businesses and softwares

that we recommend by using those links

you help us recoup some of our costs and

earn a small commission that it doesn't

cost you a single thing but certainly

don't feel pressured to do it by any

means you can always just go Google it

and find the same software but by using

the links Down Below in some cases

there's special offers that we've

partnered with these companies to be

able to bring you such as Shopify which

is the one that I recommend signing up

for right now which by clicking the

Shopify link you get three months of a

Shopify trial for just a dollar then the

second link is printify which by using

the link down below you can get 1 month

of printify Premium completely for free

while you try it out and this is the

company that we have used for years and

years to fulfill all of our products we

absolutely love them and we're going to

be talking a lot more about them I

appreciate you even watching this far in

the video just that alone shows that you

stand out from the rest of the crowd and

I believe in you that you have what it

takes to get this done we are here for

you in the school community and in the

comments every step of the way now let's

scale

[Music]

[Music]

all right so we just want to take a

quick minute to first of all introduce

ourselves uh and more importantly

explain like some of the background

behind the course and why we're doing it

so you know exactly what you're getting

into who are

we all right so we are wait okay so if

you haven't seen my YouTube channel or

Chris's YouTube channel um we are

married we are husband and wife and we

are we are we're married it's crazy but

we've been business partners and

roommates and stuff for going on a

couple of years and we've decided to

make this course after running these

businesses long enough and like with

consistent enough results that we felt

like sharing it to hopefully help some

other people get results along the same

lines as what we my quick 30 second

elevator pitch is that I quit my 9 to5

job at Amazon it was more like a 9900

p.m. to 9:00 a.m. job at Amazon but

anyway about 8 years ago holy crap yeah

8 years ago and then I lived in a

e-commerce incubator with 12 other

entrepreneurs for about four years or as

Meg called it the Ecom frat house either

one is pretty accurate and during that

time I learned a ton and in the past

seven eight years I built eight

different Shopify Brands to seven

figures and exited from five of those

Brands and a couple of them were with my

business partner here and then as a fun

fact here's the notepad that I had from

when I started learning about starting a

business right after have you seen this

before no after I graduated the so the

terrible handwriting aside the part that

I thought was funny was that like my

questions at the top were LLC question

mark and then I thought that the most

important thing was immediately

researching trademarks and patents I

actually did a really in-depth course on

patent research which have never used to

this day and here's my actual college

gpa for my transcript so I graduated

with a whopping 2.88 my mom always

thought that I was going to be a doctor

and instead I've sold a lot of t-shirts

and the reason I'm showing this is just

to share that you know I'm clearly

nothing special and at the end of the

day if I'm able to get these kind of

results then I I think just about

anybody can as well and from the the

house that I lived in here's an example

of here were our sales from way back in

2019 we were like split up into

different teams and it's a story for a

whole another day but anyway it was it's

pretty cool experience and that's where

I learned a lot we held events that sort

of thing where people would come in and

learn from us about running Facebook ads

and email marketing Shopify how to find

winning products all that sort of thing

and now who am I my name is Meg and I

actually had no

no I don't know if I want to say desire

but like I absolutely never thought that

I would be pursuing anything e-commerce

related I actually went to school to

become a pediatric nurse um and I still

do that per DM to this day but after I

met Chris he introduced me to e-commerce

specifically print on demand and I think

this is something that you know you

could get into and do really well in and

so during Co when the world was shut

down I had a lot lot of free time on my

hands and so I started my first shop and

the rest has really been history since

then it went did a full flip nursing was

my full-time and now e-commerce is my

full-time so a very different route than

what Chris took yeah and to prop Meg up

for a second she went from her first ad

campaign that she ever launched it was

literally named quote I have no idea

what I'm doing normally I name the

campaigns like cold purchase optimize

she showed me her ad account and it was

like a full sentence I have no idea

what's going on so she went from that

point to during Co being a nurse like

working her ass off obviously and just

stayed very consistent with it and

through all the ups and downs that we're

going to talk about a lot throughout

this course all the challenges that come

with not just running a business but

like being an entrepreneur in general

and like the mental ups and downs you

have that everybody faces Meg's like

face that while balancing being a nurse

and she stuck with it for what could it

was like four been five years yeah four

or five years so nurse she's an amazing

Testament like you can 100% have a

career path that you'll always saw as

your like you know your long-term

solution or your long-term career and if

you're like open to new and challenging

things and you can be like Dynamic and

just stick with it she's a perfect

example of how like you can go anywhere

you just set your mind to it basically

so so why can we talk about this

basically because we've done it and we

are only going to talk about things in

this course that have worked from our

own personal experience for running

multiple seven figure e-commerce Brands

and we have a combined 10 years of

experience currently we work about 4 to

8 hours a weekish on the brands each but

that completely varies we'll talk about

that later and we consistently make six

figures profit from our stores and we've

also more importantly we've helped quote

unquote normal people or think we're

normal people build seven fig stores so

it's not just from our case studies or

examples it's from friends and family

and people that follow us that we've

helped them go from zero I have no idea

what I'm doing to seven figures in sales

and we're not trying to teach anything

outside of just what's worked from our

own personal experience and it's from

running like in my case eight different

brands grow growing them from zero to

seven figures all different niches lots

of different products we're just sharing

from our own personal experience we're

not branching outside of that you'll

never hear us like a brainstorm about

what could work it's always just from

our own experience so you can take it as

this has definitely worked for somebody

and it is what it is why we wanted to

make this course we one find it really

fulfilling we've noticed between both of

our YouTube channels that there's a lot

of questions out there when it comes to

e-commerce print on demand and people

just I guess more videos out there that

that just skim the surface they don't go

deep into how to do things within the

business and we saw this as an area that

we can completely help and change people

we can do the Deep dive we can show you

exactly how to do every single step of

getting a store from nothing to

launching and even scaling beyond that

and it's fun for us to work together it

is fun for us to work together and we

like being able to help people that we

care about achieve freedom from the 9

to-5 Lifestyle and like Meg said there's

a lack of good information out there or

if it is quote unquote good it's very

surface level we want to get down into

the weed show the good the bad the ugly

and really act like if somebody was

sitting next to us somebody that we

cared about if they were sitting next to

us and we were going to show them step

by step everything that they needed to

know to build their own brand like what

would that look like and then obviously

in full transparency it's completely

free wherever you're watching it and so

the only way that we're making money off

of this is from like the partnership

links that are placed throughout this

course we appreciate it if you use it if

for whatever reason you say screw Chris

and Meg you can obviously always just go

Google and find the sites but we

appreciate you guys using it yeah you

absolutely don't need to click the links

if you don't feel comfortable with doing

it again it doesn't cost you more by

clicking on any of those links it just

gives us a little Kickback for basically

like referring somebody to the brands

that we know trust and use yeah and it

allows us to keep making like really

in-depth free content like this yeah and

another reason that we're making this

course this was I used to play Ice

Hockey so this metaphor hits home for me

but the reason we're doing is that a lot

of the content out there if you ever

seen the movie Miracle it's an ice

hockey movie about the USA uh gold medal

team that when they were making the

movie The Producers had two options when

they were trying to find people to to

play the roles they could either a hire

actors and teach them how to play hockey

or B they could find hockey players and

teach them how to be actors and

ultimately they ended up going with the

ladder they ended up hiring hockey

players because they knew like the

majority of the scenes they were trying

to shoot were on the rank and they found

that it was easier to teach them to act

than it was to take actors who had never

actually done it and put them on skates

for the first time I think they actually

tried that and it was like a laughable

experience and the reason I want to

bring it to people's awareness that a

lot of the content out there on starting

e-commerce businesses or just businesses

in general it's done by actors who are

pretending to be hockey players what

which is like somebody who gets really

good at YouTube or making content and

like they know the right retention hack

stuff and they know how to make a video

go viral and they know how to make the

right thumbnails and then they get they

like learn enough about how to play

hockey how to do e-commerce and that's

how they're like they're passing and

those are the people that that goes

Super viral because they're actors they

know how to do the content production

side and we wanted to be basically the

hockey players who have actually been

there done that we have seasons under

our belt we know the game of hockey in

depth like the In-N-Outs and if you

think about it like if you wanted to

learn how to play hockey would you go to

an actor that was hired to play a hockey

player who might look good they might

know how to say the right things but

they don't act it's very surface level

learn from an NHL player who's higher

life

like obviously the latter so I just

wanted to point that out to people that

they or help people understand cuz I

definitely got duped by it a lot early

on in my career when I was learning from

people that know how to make really good

videos but they don't actually know what

they're talking about or practice what

they preach or they have done it but

haven't done it in years and we can

attest to things have changed over the

last four years especially since Co so a

lot of things out there I feel are like

20 20 2021 pretty much you could throw

up any store and like they launched in

2020 and since then a lot of people I

feel have not had the same success that

they had in 2020 and have chucked their

hands up and just say it's not the same

or I did it in 2020 and now you can do

the same thing in 2024 yeah the market

has changed things have changed but one

thing that hasn't changed is Chris and I

have never stopped running a brand like

we've always consistently had a store

and the current store that we do run we

we've had for 2 and a half almost 3

years now so it's proven that the sales

can continue to come in that stores can

continue to do it just takes a different

type of approach there's a lot of people

out there that just aren't walking the

walk or doing what they're teaching and

so that's why our unique promise to you

guys is that we have experience you can

trust with over 10 years of running

these Brands combined uh then complete

transparency we're going to be

completely open we're not going to ever

oversell this for more than it is or or

less than the effort that it'll take so

we actually want people to get Real

Results we don't want people to just

take the first step and then give up as

soon as it gets hard we want like real

case studies and then we're going to

guide you through each phase of this

this process making sure you understand

the how the why and where each step fits

into the 10,000 foot view which is part

of the re big reason why this is such a

long course is that it's not just

showing like which buttons to click it's

showing like where this fits in

conceptually making sure you understand

it and that you're actually taking

everything that we learned from 10 years

combined and like learning that in as

fast the time as

[Music]

possible so the first group of people

that can get value out of this are the

Caged employees AKA The People the boat

that I was in and the point of this

course is to show you a route like out

of that current trajectory that you're

on and and hopefully a path to Freedom

the next are the kind preneurs the

people who know that they want to be

entrepreneurs but just haven't found

like the right vehicle to commit

themselves to and they have they suffer

from shiny object syndrome where they

start things but then don't really

finish it through the point of this

course is to show you what that vehicle

can be for you that we're proof that it

works and it's just a matter of sticking

to it and applying what we teach here

and then the next are the struggling

e-commerce sellers so the people who are

already selling already have an online

brand but are just struggling to take

sales get profitable or just establish

any kind of solid brand foundation and

really scaling to a point that they're

able to do it as a full-time source of

income and then the last group is the

aware students so these are upand

cominging students who are objectively

aware of the fact that the modern

education system is extremely dated and

won't really provide them the kind of

information or future that they really

want to be prepared for not to say we

both went to college so we're not saying

definitely don't go to college or

anything like that but there's

definitely a group of students that are

aware that there's better options out

there and by going through this course

zero cost to you zero like investment or

risk of any kind it's why we're making

it free so there's nothing but upside in

becoming aware of what the other options

are out there some rules for this course

is this is not a get rich quick type of

scheme it's not do nothing but click a

button and make money you do have to put

time and effort and you actually have to

follow the things that are being taught

it's not just going to happen

automatically on its own and this is not

for people who are only out there for

themselves and want to make profit

without helping others or providing any

value yeah and next our results are not

the typical or the norm like if you take

a sample size of 100 people that say

they started a Shopify brand like the

vast majority of them end up failing now

the point of this course is to help

mitigate that as much as possible but in

my anecdotal opinion I think the big

reason that the majority of people end

up failing is that as soon as the going

gets tough they quit and that's the

point of this slide is that this will be

tough this course by no means is going

to make this just a walk in the park and

it's going to be something that you're

going going to have days where it's

extremely challenging and you're going

to have hurdles to overcome and by even

despite the length and depth of this

course despite our best efforts to brain

dump everything we know there's still a

lot in here that is missing so they're

going to be times that it's extremely

challenging you don't know what to do

and you'll have to think on your feet

and figure it out for yourself so this

is not just follow module 1 2 3 4 5 and

make a ton of money it's not like that

anybody and honestly anybody who ever

tells tells you that their course or

whatever is like that is just lying to

you be willing to bet you paid a lot of

money to get into that course cuz that's

all that course creator is really

selling yeah is optimizing trying to

selling the results but on the same

point Chris and I have also had stores

that have failed failed in we look at it

as like it may have failed like

monetarily but it never failed to teach

us something else to put into the next

Niche that we were trying or the next

brand that we were going to launch so

even though it may not monetarily work

out you learn so much from that one

store that you can then put into your

next store or your next brand just

because one didn't work doesn't mean

that the next

won't so a warning is that we don't

recommend anybody again picturing you as

a friend or family member somebody that

we care about sitting next to us we

would not advise that person to jump

into this if they're living paycheck to

paycheck instead I would say get a job

get consistent income and then set aside

10 to 15% of your income as your quote

unquote business

fund and then watch this training in

your 2 to 3 hours after work each night

we've heard similar stuff to this but

like I have 30 days until I'm completely

out of money I need these ads to work

now that's just if you are in that kind

of position please do not go in into

this course like you sure learn the

course watch it it's free obviously but

don't count on this business to claw you

out of your out of debt because there's

such a steep learning curve with this

business and with any type of business

at the very least you have Financial

stability and then you're looking for

ways to Branch out like you need to have

a baseline where you're not worried

about putting food on the table and like

you need your ads to optimize in order

to eat your next meal like that's just

not a good spot to be in

and it can be done with just doing a few

hours after work like when I launched my

first store I was still working fulltime

as a nurse I was doing night shift

coming home answering customer service

emails waking up answering some more

customer service emails on my day off I

was putting up new designs so it can be

done it doesn't have to be I quit my 9

to-5 job you absolutely can do this

part-time learn the strategies and

eventually like break free from that 9o5

job and building off of that so how much

time can you expect for this to take in

the beginning so I would say as a a

baseline like bare minimum I would

invest 10 to 12 hours per week and our

goal is getting to the point where you

can put in four to 6 hours per week just

to to maintain your current sales that's

pretty much what Meg and I do with our

other brands so the way that I would

roughly think about allocating this time

is about 4 to 6 hours as a beginner

should be dedicated to learning learning

then your product is about 2 to 4 hours

your marketing 1 to 2 hours Shopify

around an hour or two and then email

another 1 to two hours and these are

very rough estimates but just to give

like a high level framework so you know

like how to think about like where you

should be allocating your time and again

this is bare minimum when I was living

in the house I was doing like 40 to 60

hour weeks doing nothing but e-commerce

now I was not like heads down like the

most disciplined person by any means

yeah me's laughing but like we were

constantly talking about business and

coming up with new strategies and split

tests and like brainstorming and like we

were just living in that world like

quite literally to the point that like

we were learning at such an accelerated

rate and as a beginner that's the

biggest thing you're trying to get over

use the Hermos term is to pay down your

ignorance debt which that's what you

have in the beginning Meg and I are now

in a point where we can spend 4 to 6

hours a week on a store that'll make 20

to 30 grand profit like very

consistently per month but the only

reason we're able to do that is because

we spent so much time learning it we can

look at the business and like just like

getting good at anything there's a

Tipping Point where you've achieved

Mastery and in the beginning you're

trying to get to that as quickly as

possible so how much money do you need

in order to start an e-commerce brand

probably $11,000 starting off will get

you where you need to be for example

Shopify runs a special where you can pay

a dollar for a trial for the first three

months so as you're learning playing

around with Shopify it's only costing

you $1 I think everybody could afford

that um the next would be mid Journey or

idiogram other AI tools that you can use

to create your own designs rather than

having to hire a designer that's around

$30 per month and honestly the biggest

chunk is going to go towards your

Facebook testing budget roughly $500 to

$1,000 total the more money that you put

into the ads the more results that

you're going to get to give you concrete

answers of which ads are going to

perform better than the others yeah it

just accelerates the testing phase and

obvious this is one of the questions we

get by far the most how much budget do

you need for your ads it's by far the

biggest expense in starting this

business but we're going to talk about

this a lot in the course how it's just

one source of traffic and we use

Facebook ads because that's what we know

it's extremely effective I've been doing

it for years and it still works well and

can for other people especially as ads

have gotten better but there's other

options out there for example Tik Tok is

huge now we honestly haven't done a ton

of like Tik Tok organic content but we

know that people are crushing it with

that like they will order their product

they look at what types of videos are

doing they take their own video and post

it now they might have to post like a

100 videos before one they get good at

it but two they have one that goes semi

viral and then they might get a couple

of sales reason we like going that the

paid ads budg way is because you can

test with a low budget and then quickly

scale and you don't have to be sitting

there with your phone like shooting Tik

toks and stuff I just you don't really

have to be too creative either from what

we've learned yeah like you just have to

have a really solid mockup like we don't

do anything crazy in our ads but all

that to say there's other options out

there to besides throwing 1,000 bucks at

ads so when people ask how much money do

I need to get started they think about

the ads in the marketing the wrong way

it's not just you're putting money into

the ads and you're just lighting it on

fire the goal is like money plus really

good products plus time plus like effort

and hard work like you learning how it

all works literally turns it into a

money printing machine but it takes the

extra two pieces in there it takes the

time and it takes the effort on the part

of the person who's running the ads it's

not just follow the course and then

printing money it takes those extra two

variables that a lot of people skip over

and we're building a machine that can

turn $1 into three really imagine that

if you had a machine that every time you

take a dollar out of your wallet and put

it in you get $3 out the other side

would you ever ask somebody what budget

should I put into the machine no you'd

be like going to your bank like pulling

out every dollar possible and figuring

out the other question much more fun

question which is how much money can I

put into it and that's the point that we

work towards getting so what you need to

get started is honestly not a whole lot

you need a laptop internet connection an

LLC which is optional we'll talk about

that later and you need a business bank

account again that's optional but the

biggest things are the dedication and

the commitment to write out the tough

days and you also need a Shopify and

printify accounts so Shopify is our

website builder where we're going to be

doing everything we have a really

in-depth tutorial for you where we walk

through Click by click explaining all

the strategies all the setup linking our

products and the product fulfillment we

use from printify which is our print on

demand supplier we've worked with all of

these print on demand suppliers gelato

printful local print shops printify time

again we come back to PRI because they

are by far the best in our opinions and

for Speed uh like delivery speed

production quality cost it checks all

the Box here's the affiliate link to

sign up for printify and create your

free account by using that link you get

a free month of printify Premium which

gets you like discount up to 20% off

yeah off of your cost of goods cost of

goods yeah and for anybody who's

wondering how much money are you making

off the affiliate program if we weren't

genuine about using printify just look

at this in order of like how much

commission you make for referring

customers gelato is number one printful

number two printify is a distant third

so we were just trying to make money off

this we would be just promoting gelato

but we're saying gelato stinks printful

is way too expensive and printify is the

best we we get by far the least from

that and we don't want to ever try to

sell people on things that we a don't

use and B that we don't trust everything

that you see in this course our apps

that we use our suppliers that we use we

are completely transparent about that

all right and then as you're going

through this course if you're watching

on YouTube We highly recommend joining

our free school group because we broken

down each of the lesson modules into

individual sections with all the

resources mentioned in that video

directly underneath it like all the

transcripts all that nice kind of stuff

um and you can track like your course

completion along with there's an awesome

community of people in there who are

also doing the same exact thing so you

can guys can bounce ideas off each other

and it's a really good support network

as you're getting started I wish I had

this kind of group when I was starting

out and then we're also introducing for

more Hands-On one toone type of support

we're introducing a paid Group which is

called wcale University so what you get

when you join we scale University is

private one to1 access from Mega myself

so if you post a question in there we're

going to do our very best to get back to

you as quickly as possible we also have

weekly live Q&A coaching calls which

this is where you can join the call post

any any questions you have any of like

your homework assignments if you're not

sure about it ask it in there and you'll

get live feedback from us along with

hearing all the questions that everybody

else who's on the coaching call is

dealing with that and we'll do polls to

see what areas people are struggling

with most and then we can create like a

good slideshow or pull up our business

that we run and Coach people through

troubleshooting challenges that they're

currently having running their brand

then there's a VIP community of

passionate peers because everybody is

paying to be in the group you know that

everybody's extremely serious like I was

in a group called entrepreneurs

organization EO where was 8 Grand a year

or so and part of the reason that it was

so valuable was not even like the

materials and like lessons like that

stuff was good but the biggest value was

from knowing that everybody who was a

member of it was Allin that they were

like fully vetted they were legit they

were business owners and they were

people that were willing to invest in

their own success and that alone made it

amazing knowing that you didn't have to

like if you're meeting somebody new like

vet like is this somebody that I can

actually trust or learn anything from

everybody there was a players and that's

the same thing that we're building with

we scale

University next is we're going to be

rolling out an accountability partner

program so one of the biggest challenges

when you're starting out is just staying

consistent and one of the best ways that

we found to stay consistent is having an

accountability partner who holds you to

what you say you're going to do and I

feel like we all need that from time to

time time there's always days where you

don't feel like doing what you should be

and getting partnered up with somebody

who's at the same point as you and wants

to go to the same place is extremely

valuable so you guys can hold each other

to it yep and also just get through

those hard days like even now after

Chris and I have had Brands we still

have days that we're like wow this is

really hard and it's a lot easier to get

through those days when one person is

maybe not having an easy day and the

other person can lift you up and say you

know what this is just a minor setback

we're going to get through this let's

problem solve whatever issue that we're

facing and get through it and that's

what the accountability Pro partner

program I think is going to be amazing

for it's just offering that support on

those days

where you don't know what to do you're

having a hard time there is no blueprint

for running a business so being able to

talk to other people going through the

exact same thing that you're going

through I think is really helpful and

next is the seven figure brand case

study so throughout the course we're

building a brand new brand completely

from scratch and you're going to see it

go from like absolutely nothing to

Shopify store buildout marketing all the

products Niche selection brand name Logo

email marketing literally everything top

to bottom customer service you name it

and then in wcale University we're

actually going to be launching and

running that brand so a lot of courses

would just show you how to build it and

then that's it we think that's pretty

use less you need to see that it's

actually something that can be

successful before you want to model it

so that's why in we scale University

every day for like the first 30 to 60

days at least we're going to be

recording a very candid video showing

here are the ad results we had from

yesterday here's what we're thinking

about here's how we're going to optimize

it and here's our p&l like literally

showing everything so you can follow

along and problem solv with the same

things that you're dealing with in your

business along with us and watch us go

from zero to get the profitability to

scaling to six figures and Beyond yeah

we're going to show you that 10,000 ft

view that Chris was talking about it's

hard to imagine it at this point but

we're going to basically be giving you

that view and showing you this is why we

set things up the way that we did

because it can be run profitably you can

scale um and we're just going to show

you that day to just get a better

understanding and

help uh launch that growth and paying

off that ignorance debt as fast as

possible and last but not least we want

everybody who's in we skill University

to be fully committed and wants to be

there so if for any reason you're not

happy with you know being in there or

financial situations change and you

can't afford the the investment then

there's a 30-day guarantee like no

questions asked uh and you can count on

that because this is our personal brand

attached to this and you only get one of

those and big part of the reason that

we're doing this is that in the free

group you get a lot of people that are

just joining to spam people like this

guy Donald Duck here joins spams people

and we don't want that kind of we want

much like really high caliber people on

these coaching calls asking really

valuable questions that everybody can

learn from because everybody's going to

be investing the most valuable resource

which is their time and again back to

the the value of the the community being

the peers that you're going to be

joining it's to get winners and less

Donald's we scale University you can

join it now for $97 a month again full

30-day money back guarantee there's

already a bunch of people in there we've

been having great conversations and we'd

love to see you in there as well so you

can join it by going to

school.com we scale now at this point I

want you to stop and before we dive into

the next section of this course really

ask yourself if you are ready to like

fully commit yourself to this if you are

ready to like quote unquote burn the

boats make a final decision that you are

going to see this through all the way to

the end cuz it's so easy in our

day-to-day lives to just hear idea and

go oh that sounds good and while we have

some motivation we like go into it

half-heartedly and then as soon as

things get tough as soon as our mood

changes we go oh that was stupid and

then we just go back to exactly what we

were doing and we don't want that to be

you we want people to be able to go

through this and actually see lasting

change build something of real value for

themselves that they can be proud of

that provides Financial stability for

them and their families and in order to

do that in my humble opinion it requires

burning the boats which basically means

making a point of no return type of

decision that you are going to make this

work that you were storming the beaches

and then to give yourself no option to

turn back you are lighting the boats on

fire so your only option is to go

forward really evaluate that for

yourself before progressing into this

cuz if that's not you totally fine we

recommend just not even getting started

we recommend go watch the surface level

YouTube videos but if you are really

committed and you really want to see

this through to the end and go with with

us on this journey then we're happy to

have

[Music]

you before diving into things here's an

overview of everything that we're going

to be covering in the course starting

off with what our main goal is like

what's the objective at the end of the

day that we're working towards we're

basically trying to build a brand that

brings happiness to our customers and

and we're doing this based off of the

ways that I've built eight different

brands to seven figures and that all

stems from having happy customers at the

end of the day you're not able to scale

to seven figures plus with people that

are pissed off and not enjoying the

products and it's just a much more fun

and fulfilling brand or business to be

working on so happiness for our

customers is our goal as for sales we're

shooting for getting to 100K per month

in revenue and this goal is completely

subjective to you and your personal

situation there's a lot of people

watching this who are it would be

life-changing to have an extra $1,000

per month profit which that's totally

fine we're going to show you like how

you can do that but we're also going to

be setting the foundation for as you get

more familiar with this if your goal is

to grow much larger than that you're

going to have that option available to

you but don't think that for any reason

that just because we say it's such a

lofty sounding gold that

it's going to be like oh this is too

much for me this course is designed to

go step by step from soups To Nuts

everything like doesn't matter if you're

a complete beginner we explain

everything from the ground up so that

we're not talking over anybody's head

it's designed to be as applicable for

everybody regardless of your background

experience or any of that and once it's

up and running once we're past the

initial learning curve we're going to be

working towards getting to the point

that like Meg and I are at with our

brand which is we put in four to maybe

eight hours per week on it if that we

could put in a lot more if we really

wanted to grow it Beyond this point but

right now this is the point that we're

at generating consistently 20K Plus in

profit with a minimum or maximum of 4

to8 hours per week required and it's

also a quote unquote Lifestyle brand

that we can run from anywhere in the

world with laptop and Wi-Fi and while I

don't really believe in the concept of

passive in in come cuz like I've said

this is going to take a lot of work but

once you get it past that certain point

of needing to put in all that upfront

work it does become relatively passive

especially once you start hiring out to

vas to manage the processes that you

don't want to be doing it can get pretty

pretty passive so you can be running it

from a laptop on a beach somewhere if

that's your goal or if your goal is to

grow it to eight figures then we're

going to show you the path to doing that

as well and along that same line we're

also going to be building an asset that

is sellable meaning it's not dependent

on us and it's not Drop Shipping where

it's just hit or miss months it's slow

and steady consistent growth that makes

it into something that would be

desirable for a potential acquir to come

in and buy you up and this is Robert

kiyosaki's cash flow quadrant from Rich

Dad Poor Dad and a lot of people start

off an employee and then when they start

their business they think that they

become a business owner but really they

become self-employed and our goal

through this whole course is to elevate

ourselves from the point of being just

self-employed doing everything ourselves

in the day-to-day to a true business

owner where we have systems that work

for us instead of us working for them

and here's a great quote from Tony

Robbins about building a business that

is sellable and he says without an exit

strategy all you have is a job an

expensive job a job with a lot of

responsibility and risk the true purpose

of a business is to build a system that

can make money when you're you're not

there and sell for multiple and when he

says multiple he means a multiple of

your trailing 12 profit in the case of

an e-commerce business like some

business types like software for example

sell for multiple Revenue but for us if

we build a e-commerce business that did

$100,000 in trailing 12month profit then

we could expect to sell that for a

multiple of it ranges greatly but

anywhere from 2 to 4X so instead of

having to run that business for four

more years you can have a exit or

liquidity event where you make two to

four years of cash flow up front and

then you have all that cash to do

whatever you want with it Go invest it

start another business whatever you want

so in the course in module one it's the

introduction getting the overview laying

the groundwork then in module two is

where we talk about our foundations and

the foundations are back to me saying

I'm treating this as if I had somebody

that I really cared about friend or

member whoever sitting next to me and

they wanted to start a business what

would I teach them in order to be

actually successful and not just start

this but actually be able to see it

through to the very end and the

foundations are everything that I've

learned for my entrepreneurial Journey

all the ups and downs how to optimize

yourself as the person who is going to

be able to see this project through to

the end because we don't want to waste

anybody's time especially yours and if

you're not you know the kind of person

who has energy has Focus has laid those

foundations to actually be able to stick

with this then it's all for nothing and

module three is where we are going to

talk about research and branding so I'm

going to be screen sharing along with

you looking at market research showing

you how I look at like competitors

companies finding a winning Niche and

then coming up with our own brand like

our brand name our logo like our whole

brand identity that is what's going to

be customer facing and is going to

really differentiate us from the

competition but it all starts with

picking really profitable Niche and one

that we know has potential for us to

grow into and we're not going to cap out

Grand a month like a super small Market

we're going to pick winning niches that

have huge upside potential module four

is product and fulfillment this is where

we're going to be showing again how we

do all our product research so we find

winning like Design Concepts different

ways that we can make those designs like

using different AI tools all the

different prompt hacks you could ever

want and then fulfillment is where we're

talking about we use printify as our

main fulfillment provider to print pack

and ship all of our products to our

customers so that we never have to

really touch a thing and how we can

optimize that fulfillment process to

maximize our margins the module 5 is all

about Shopify and we split this one up

into two sections so there's the

stepbystep setup where I'm going to be

showing you like literally Click by

click screen sharing how to set up the

same kind of template that I used on all

eight of the previous Brands exactly how

to set that up to get us to a baseline

by Baseline I mean a high converting

store that has a good average order

value that checks all the minimum

requirements for a good Shopify store

and just that alone will get you like

Head and Shoulders above the competition

it's way better than like the free

themes out there and like the beginner

stores they're just missing a lot of the

main pieces so that's why we're going to

go Click by click so if you've never

used Shopify before this will show you

everything you need and then the second

section is more the strategy of Shopify

and the reason this is important is that

as after you launch your store as you're

troubleshooting and trying to optimize

overall your sales your conversion rate

we have specific lessons in there for

how to optimize your conversion rate if

your conversion rate's low how to

optimize your average order value your

site speed so that those are lessons

that speak at like more of a general

level talking about like how to Think

Through conversion rate what influences

it how to boost your average order value

and it gives a much more conceptual

understanding of like

why it converts the way that it does so

Step One is the Click by click just down

in the weeds how to set it up what

buttons to to press then part two is

explaining the why behind everything so

you can really like in start to

intuitively understand like why we're

doing what we're doing and module 6 is

all about traffic we're going to go

really deep into Facebook ads Google and

other traffic sources as well but very

similar to the Shopify setup it's going

to be Click by click showing the main

campaigns that we launch and how you can

do it very easily like without having to

spend a ton of time on creative and

audience split testing and all that

stuff I'm going to show you my exact

campaign layout show you setting it up

Click by click and then we're also going

to talk about like the higher level

strategy so you can start to again

conceptualize and understand like where

this fits into the bigger puzzle and for

once and for all feel like you actually

understand Facebook ads and marketing

cuz I know how daunting it can be as

especially starting

out the module 7 is going to be email

marketing which this is where uh mostly

from Meg she's going to be walking you

through all the email flows and

automations we set up again Click by

click while explaining like the why and

the how behind everything and this is

one of the best sections and one of the

most requested sections primarily

because it's just once you set it up

it's like pure Profit just about on the

back end and this is the module that

really differentiates like what we're

building like an actual sustainable

brand from the rest of the e-commerce

trainings out there where they just

teach you how to find like Hot Products

make some viral posts and then it burns

bright but then burns out this is

building a consistent flow of returning

customers so that anywhere from 15 to

25% of our revenue is always coming from

customers who love our brand and then

we're just getting back in front of them

automatically reminding them of new

products and getting them to come back

to the store in module eight is systems

and operations this is where we're going

to pull back the curtain and show

everything behind the scenes like the

down in the weed stuff that nobody

really ever talks about CU it's not sexy

but it's so necessary to get your store

uh or your brand to be like profitable

to begin with number one like how to run

your financials properly how to manage

your customer service how to manage your

supply chain but then it's also

important for being able to eventually

Elevate yourself out of the brand and

how do you not have your time consumed

with you know the day-to-day tasks like

uploading products ads all that kind of

stuff and we give you all the templates

and Sops that we use internally so you

can just copy and paste them into your

own business module 9 is scaling once

we're at the point of being able to

consistently put in $1 and get $3 to $4

back from our business how do we put a

million dollar into the business and

get3 to4 million

back and we're going to share all the

best strategies that we have for doing

that and module 10 is if you are

somebody who's interested in building a

brand by following these modules that is

able to be sold and exit

for for a lot of us like a pretty

life-changing amount of money someday

then this is going to show you all the

things you need to be aware of and what

the process looks like how do you

prepare the business to sell what's the

right time to sell how to find buyers

how to negotiate with them how to close

like the ins and outs like what to

expect and common mistakes and even if

you don't want to sell the business or

that seems like a pipe dream like way

down the road like Chris I just want to

get started and make something it's

still a good thing to understand because

building a business that is like

sellable also just means like running

like a clean operation it means having

good financials it means like having

good systems in place means just having

something that's sustainable and that's

what all this is about so whether if you

decide to sell or not it's going to be a

great module for everybody and along

with obviously the brand that we're

going to be building together there's

some amazing skills that you're going to

be picking up along the way way that it

it took me years of running this before

I really picked my head up and realized

like holy crap you really do learn so

much by doing this kind of brand far

more than doing just a social media

agency or just doing like an Etsy shop I

really believe that because what we're

going to be doing is Niche research

branding product development paid

marketing organic marketing conversion

rate optimization Supply Chain

management finances and cash flow

management like so many different things

that like different skill sets like

you're going to be basically like a one

siiz fits-all type of solution so that

once you sell your brand or whatever you

end up doing with it down the road you

can take this skill set and apply it to

whatever new opportunity whether that's

everything from starting another company

to doing High ticket Consulting to

getting a really high paying job at a

company that would kill to have somebody

with this skill set the world is

literally your oyster once you build

these skills like you're going to be

learning just by following along in

these modules and if this was a college

course say I don't know Penn State like

where I went the niche Niche research

would be called a class like marketing 5

519 which was

$3600 branding would be marketing $497

which was also $3600 as one credit is

about 1,200 bucks uh at Penn State or

similar at other colleges and each of

these are three credit classes product

development like designing all your own

products making your mockups that would

be something like graphic design 102

which that's 3600 bucks paid marketing

would be marketing 401 another 3600

organic marketing is marketing

473 conversion rate optimization is IST

250 Supply Chain management is scm2 200

and finance and cash flow management is

accounting to 11 all of that added up

would have costed $28,000

which sounds absolutely insane to see

that number up there but it's actually

true that's just like how bizarre the uh

I don't know college like system is and

I mean I paid this I paid a lot more

than that that's just some of the

classes and out of everything I learned

at Penn State I use pretty much none of

it in running the business today if I

was to go and get a job today which I

never would do I would rather live in a

cardboard box than ever get a job but if

I were to do that then I would not talk

about my Penn State degree my college

degree at all it wouldn't even be in the

discussion it would be all about what

I've learned and how I ran my own

business and scaled it to seven figures

doing exactly what is laid out in this

course so there's a quick rundown of

what we're going to be covering and what

you can expect from this course along

with the main goal or outcome that we're

shooting for and all the skills and

extra bits you're going to pick up along

the way

[Music]

now we're going to get an understanding

of how this business model works from a

10,000 foot view so that once and for

all we can fully understand all

components of the business understand

where we are and what we're building

towards along with how this business

compares to other business models out

there what the pros and cons are from a

completely objective point of view we're

going to talk about uh Drop Shipping

3pls print on demand obviously and where

all this kind of fits in and then we can

see a lot of advantages of print on

demand and how the company can grow over

time and what the options are and to

start off with that let's look at this

diagram here for a quick 10,000 ft view

so at a very basic level the way that

print on demand works is if a customer

places an order for one shirt we then

receive the funds from that customer

customer $26.99 is our typical pricing

and we normally charge around $5 for

shipping so that comes out to

$31.98 minus some transaction fees and

we've gotten a lot of questions about

how the cash flow works the good thing

is that the cash flow is one of the big

advantages that you get all the money up

front before we even have to fill the

product so those funds from that sale

hit our bank account that we connect to

the store within 2 to three business

days so it's really quick and then in

the meantime we turn around we place the

order with a print provider so we're

just on our laptop we don't have any of

the physical printers oursel place the

order with a print provider such as

printify and they charge us less than

what we charge the customer it's just

how business Works obviously so we get

charged about 8 bucks plus

$4.75 for shipping which comes out to$

12275 that leaves us with about 18 bucks

in profit now this is a very simplistic

example we're going to talk about

optimizing our average order value and

how to maximize our profit margins later

on but just know now from a uh cash flow

and just overall model this is how it

works customer places the order we get

the funds we then turn around and place

that order with printify and printify

ships it to the customer pretty simple

to give a visual representation of how

this works it's we drive traffic to our

Shopify store that has our products that

we're going to be making using tools

like mid Journey Dolly Mystic and

idiogram so we get our traffic primarily

from from meta Tik tok's another option

and clavio for email marketing then

anytime an order is placed it gets

fulfilled by printify and then for

customer service we use email software

such as gorgeous or you can just use

Gmail we're going to talk more about

that but this is the basic structure to

give you a 10,000 ft view we drive

traffic from meta to our Shopify store

which is our Standalone website people

buy get shipped to them by printify and

we make the money in between that's the

basic structure of it so now let's learn

how our business model stack what that

looks like so our Market our product our

fulfillment our store and our traffic so

business model General overview first

question we have and this is for any

business not just print on demand these

principles or these elements apply to

any model so our Market is just simply

who are we selling to the product is

what are we selling them fulfillment is

how are we going to fulfill the product

for them how are they going to receive

it the storefront or website is just

where can people buy from us and then

traffic is how are we going to let

people find out about us now Market is

what people call your Niche or Niche

either one and some example niches are

business owners or professionals you

could segment based on their familial

status if they're married if they have

kids you can do professional segments

it's great spelling Chris you can do

gender-based markets age-based

demographics income based segments and

interest based segments lifestyle

segments and interest segments would be

another one so an important question

that we get asked a lot is why pick a

niche why not just sell good products

just in general and the reason we pick a

niche is because it provides predictable

and dependable Revenue as it's already

been battle tested by other companies

and if you target everyone then your

target is actually nobody and this is a

common mistake that I see with a lot of

beginners and especially drop shipping

stores they just add every product every

trendy thing that they can get their

hands on throw it up on the site and

there's a certain Tipping Point of just

adding bestseller or random products

your site where it just starts to look

like a Chinese gift shop and it just

looks like generic crap doesn't look

like anything trustworthy or it just

looks like somebody who's trying to make

a money grab compared to a brand that is

built around a specific Niche or

interest to a targeted group of people

and the entire product line is around

that topic like yoga for example imagine

a store where you come to it and it has

some yoga shirts but then it's mixed in

with like nature and Outdoors and like

random stuff so that's why we target a

specific need because there's more than

enough people in the niches we're going

to be talking about that you can make a

seven and eight figure business just

selling to them specifically so we'd

much rather carve out a very targeted

chunk than try to speak to nobody in the

greater population and it makes your

marketing more powerful and our products

more meaningful it's much easier to get

customers when we know exactly who we're

trying to talk to and it's impossible to

have a brand that is the best in the

world at multiple things but it's

shockingly easy to be known broadly for

just one specific thing and that's what

we're after CU like I said there's 8.1

billion people in the world 8.1 billion

potential customers so let's pick a

niche that has 1% of that and it's still

a pretty massive group the product so

what are we selling to them so the

possible options are we can do Services

which is like an agency uh like social

media marketing if you do somebody's ads

for them you do digital product which is

like courses softwares subscriptions so

charging people in order to have access

to something and we can do physical

products which is obviously what we're

talking about in this course so that's

apparel Electronics HomeGoods Etc and

here's an example from Amazon of just

some of the many categories that a

person could Target so Consumer

Electronics Home and Garden Health and

Beauty toys and games food and beverage

and apparel which is what we're going to

be talking about here so why apparel why

should we sell apparel products compared

to I don't know Electronics or Furniture

first reason is that it's very

customizable it's viral which this is

something that we can do with print on

demand that we can't do with Drop

Shipping and that is huge thing that

builds brand equity and that is

differentiation we are able to create

our own unique products that people

can't find anywhere else using print on

demand compared to drop shippers they're

all just selling the same crap from

Alibaba and as soon as one drop shipper

finds remember those fidget Spinners

they were all exactly the same so yes

the first people that got in made some

money but over the long term once other

drop Shi ERS see that you're selling a

fidget spinner and there's nothing to

differentiate you they just rip you off

sell the exact same thing and they start

selling it for cheaper than you to

undercut you and it becomes commoditized

and it's a race to the bottom and then

soon the market is flooded and then what

do you know I I can't tell you how many

people I talk to that were stuck with

warehouses filled with fidget spinners

for that exact reason they got

commoditized and they got blown out of

the market next thing is that everyone

wears them on a daily basis I don't know

about you guys but I for one wear a

shirt every day meaning that there's

repeat purchase potential because they

also wear out and next thing is that

they're extremely giftable like a funny

t-shirt makes an awesome gift for

stocking stuffers birthdays all kinds of

stuff which means that people will be

buying it for more than just thems it's

also extremely scalable because print on

demand we're going to be talking about

how we work with massive printers that

have insane capacity that can scale up

to whatever size our businesses compared

to a lot of other models the supply

chain becomes a massive headache I'll

tell you more about that from personal

experience

and one of the most important things

especially when we're starting out is

that it's extremely easy to Pivot

meaning that if we are testing out a

niche and find that it's not working for

whatever reason or people aren't liking

our designs we're able to just say okay

I'm going to go make more designs in

that Niche instead and no harm no foul

you didn't invest in a bunch of

inventory you didn't hire a bunch of

employees to fulfill your service you

didn't invest in building any kind of

expensive software and it's very easy to

Pivot and quickly test a bunch of

different things without investing

hardly any capital and even when it does

stink invested time into this Niche you

still learned a ton and those learnings

compound across the different stores

like I learned far more from my failure

stores than the ones that have scaled to

seven figures and Beyond and it's also a

really good weight for shipping which

that's something that can't be

overstated enough the the logistics

behind e-commerce are tremendously

difficult when you get into larger

products especially when you are working

with a third party Logistics where you

open your own Warehouse we we don't want

any of that we're trying to build

something that is sustainable can meld

into our lifestyle and be scalable for

us and not consume Our Lives essentially

next thing is that the global print on

demand Market is booming and expected to

Boom for the next decade or so however

long they're forecasting it out like

looking at this chart it's growing by

27.8% year-over-year and it's forecasted

to be a$ 43 billion Doll Market by 2032

now these are it's talking about like

softwares like printify and stuff but

those are byproducts of the demand for

print on demand products so point being

people are buying t-shirts and at the

end of the day there needs to be demand

for the products that we're selling no

matter what business you're in and print

on demand is one that like for all the

reasons we just talked about it's a

growing Trend and it's going to continue

to be that way so when people say like

print on demand is dead or it's

saturated no yeah there might be more

people selling because AI has made it

more accessible but the demand is

growing just as fast if not even f

faster and we're going to talk about

this later but the real demand and the

real winners out there are going to be

the ones that are doing what we're doing

and that's building Brands not just

Hawkin t-shirts on Amazon and Redbubble

for cash flow we're going to be building

a real brand with recognizable image

that we can send emails to our customers

and they'll buy from us whether it's on

Shopify or any platform building a real

following here's another chart showing

the print on demand market and the

important piece to note is that there

are a lot of other products outside of

just apparel that have massive demand

home decor drink wear are two other big

ones within this course we're going to

be focusing specifically on the apparel

because it's the best product category

to get started in but we'll also talk

about the expansion opportunities for

later on down the line number three is

fulfillment so how are we going to be

fulfilling the product so a couple of

different options there's sell

fulfillment so this would be if we as

the seller personally stored packed and

shipped all the products directly to the

customer so picture if we bought a bunch

of t-shirts in advance thre them in our

garage then as an order comes in we go

out to the garage and ship it to the

customer that's one option not going to

do that you could order inventory Plus

work with a third party logistics

company so what that looks like is we

would find a supplier in China or

wherever negotiate with them to order

like t-shirts and bulk ship it to the US

print on it and then ship it to a third

party Logistics Center which is

basically just a warehouse it's just a

warehouse that you contract your

fulfillment Al to and then when an order

comes in from your Shopify store the

warehouse would pick it off the shelf

and ship it to them we could drop ship

which is where the seller takes the

order but the product is then shipped

directly to the customer which print on

demand is like a subset of Drop Shipping

but a lot better in my opinion

eliminating the need for the seller to

hold the inventory and then lastly

there's print on demand which is like

Drop Shipping except the product is

printed when the order comes in now how

3pl works just again this is just to

give a frame of reference so that when

you hear about Amazon FBA and like

different business model you have a

mental model or understanding of where

these things fit in which for me as I've

learned it's been absolutely crucial in

my success is learning what else is out

there so I know what to do and what not

to do and why I'm working on what I am

so how 3pl works is basically like I

already said you ship the goods to the

warehouse the warehouse receives the

product they store it and manage the

your inventory then they pick and pack

your products when an order comes in and

they ship it to the customers and and

the warehouse will handle all returns

couple of examples of three PL companies

their part of logistics are shipmonk

shipbob and Amazon FBA I've personally

worked with all of these actually

chipmunk is based out of Florida I used

to work at Amazon so these are all

options they're pretty similar so how

the Drop Shipping model works is like

pretty reductive but when a customer

places an order that order is

automatically sent to the retailer or

the manufacturer and they then either

have the the goods pre-manufactured or

they will make it on demand and then

they will ship it to your customer and

that's pretty much it but we'll talk

about the downsides in a second but some

examples of drop shipping companies are

autod DS overow and AliExpress probably

heard of all of these they all basically

do a combination of the same things they

just go out to a bunch of different

warehouses or manufacturers in China and

get a catalog of their products and list

them on their site they basically just

build an integration between the

warehouse or all the this catalog of

products and your Shopify store when

your order comes in goes to your Shopify

store goes through their app they then

route it to the right manufacturer pass

the information and then they just

charge you like a subscription or a

percentage it's basically how they all

Operate Now how print on demand works is

a customer places an order say the

example we used before $26.99 or let's

just use their example 30 uh then they

forward the order to the print on man

printer so like we use printify and the

printer within them is Monster Digital

so order comes in they print on the

T-shirt and then they ship it out to the

customer we make the profit in between

the key difference again is that it's

our own artwork it's not just some

generic cataloged product it's actually

something that's unique that people will

only be able to find and buy from us

this is just an example of what a print

on demand facility can look like to give

you a frame and reference like on the Le

hand side here image those are the

massive printers that they use that are

able to just crank through t-shirts you

can buy like the home like heat press

ones one shirt at a time it's much worse

quality with these the print actually

feels like it's part of the shirt rather

than just that crinkly crap that sits on

top going through companies like these

their machines make it feel like

something really high quality and

they'll just have uh a bunch of Blanks

on the Shelf like the example at the

bottom when your order comes in they go

grab whatever color T-shirt it is throw

it on the printer their printer

electronically already has your images

stored and prints it on the T-shirt they

then take it off the printer throw it in

a a poly mailer like a little bag slap a

shipping label on it and it goes out the

door to USPS FedEx or whatever shipping

provider they work with a couple

examples of print on demand companies

are printify printful and Jato these are

the big three by far the most well-known

brands in print on demand and we're

using printify I've worked with all

three of these and printify has been by

far the best experience we'll talk more

about that in a second but onto our

store so where can people buy from us we

have brick and mortar which would be if

we open up a store front like a t-shirt

shop we have marketplaces which are like

Etsy Amazon Redbubble Etc then we have

Standalone stores which is Magento woo

Commerce woo Commerce is a subset of

Wordpress and then we have Shopify and

Shopify is the one we're going to be

going with for a ton of reasons but it's

just know that it's by far the best it's

price is comparable to all the others

and no doubt like you can remove this

decision point in your mind go with

Shopify don't even bother I've used all

the other ones don't even bother going

with them Shopify converts far better

and it's just much more userfriendly it

has so many more apps built on the

platform specifically for e-commerce

sellers but again it's our own

Standalone store so it's not like we're

owned by the marketplaces like Amazon

Etsy Redbubble we're building our own

brand following and and asset which

we're about to talk about marketplaces

versus storefront so Shopify versus

Amazon Etsy and Redbubble what's the

difference and an easy metaphor to

understand this is that being in a

Marketplace is if you open a popup shop

in a mall so the Mall already has all of

its own traffic its own customers you

basically pay rent to be in the mall but

you get the benefit of there's already

people there they've already got shelves

set up for you you basically just go in

throw up your own products on the

shelves and start making some sales the

downsides like we talk about our there's

a lot of them but just to finish off the

metaphor our Shopify store if we opened

up a standalone shop on our own we're

not building it up out of the ground

because Shopify gives us a lot of tools

to get started but it is our own

Standalone website like in order to buy

from a Marketplace store Front you would

go to amazon.com back/ whatever your

storefront name is to buy from a Shopify

store you just go to your brand name.com

that which is a massive difference so

that's why we build the storefront the

marketplaces to summarize it are good

for cash flow but you're not really

building an asset because you can get

kicked off at any point Shopify is

building an actual asset because you are

the boss they won't kick you off they'll

kick you off if you do something illegal

but again it's not about Shopify it's

about the fact that it's a standalone

website so if you do something messed up

you have to really screw up to get

kicked off of Shopify I know some people

got kicked off like during Co and stuff

but even if you do you just go rebuild

your exact store under woocomerce or

Magento or something else yet which yes

it'll be crappier but the experience of

the customer you still maintain

everything like you're not really losing

anything to the customer it looks

exactly the same whereas if you get

kicked off of a red bubble or Amazon you

have nothing you are at Square zero and

you have no business anymore so the pros

like I said is built-in traffic it's

easy to set up and it's low risk

relatively uh but it's also low reward

the cons are that it's much higher

competition like when people go to

Amazon they are not just shopping for

your products they are comparing your

products very actively to everybody else

on the market there's a lot higher fees

like transaction fees and just like

listing fees and then you also this is

the biggest one you don't get any of the

customer data because if Amazon gave you

like an email just imagine this if every

time you bought from Amazon you got

added to a new business's email list

think about how bad of an experience

that would be and Amazon doesn't want

that they're in the business of keeping

the customer happy not keeping the

seller happy necessarily so you're not

getting any of the customer data

compared to on Shopify we're building

our email list which is a massive asset

that we can then use however we want we

can use for follow-ups for cross sales

for promotions for holiday sales sales

and every sale that we make from that is

60% profit margin and that's why I'm

really excited for that section of this

course cuz it's going to make people

like a really good passive income if you

set up the flows that we show to you but

anyway the cons you can be kicked off at

any point and again can't iterate this

enough you are not building an asset

You're Building cash flow and we'll talk

about how you can use Etsy and these

channels to augment your brand but the

real thing that we're going to be

building is a brand that people

recognize and they fall in love with the

brand like yoga stay was an actual brand

like people came to know the name we

started selling on Etsy down the road

and our sales went pretty well out of

the gate because people already knew who

we were but again we want to be building

an asset something that'll stand the

test of time the pros for Standalone

stores we have brand control we get the

customer data there's no fees aside from

transaction fees and we're building an

actual asset that we can actually sell

and exit from down the road the cons

though are that obviously you have to

drive your own traffic there's no

built-in mall traffic and you have

operational responsibility of everything

the puck stops with you when you're

selling on your own store compared to on

a Marketplace there's a lot of bumpers

up for you like there's a lot more to

manage if you don't know where to look

and like where to focus your time which

is exactly why we're doing this course

so that you can be pointed in the right

direction and have your checklist of

what your time should be spent on and

you don't get stuck in the shiny object

syndrome of holy crap there's so many

apps that I could be using I just want

to use them all I've been there we want

to avoid that that's why we use Shopify

so next is traffic and our traffic is

basically how are people going to be

finding out about us so options for this

would be Billboards tv ads radio ads

influencers and Facebook ads word of

mouth and email marketing and Google ads

so those are the the bottom four the

ones that we're going to be prioritizing

Billboards tv ads radio ads those are

just throwaway examples give something

concrete that we're all familiar with

we're not going to be doing any of those

because the bottom four are far more

effective so here's our business model

stack overview so we talked about the

market that we're going to be choosing a

niche because we want to be speaking to

one group of people and that's true for

any business not just print on demand

it's true for software agencies Drop

Shipping every business it's better to

start off Niche and expand from there

next we talk about what our product is

going to be we talked about the

different products you can sell you can

sell Services software agency

memberships Consulting info products and

then there's physical products then

within physical products there's apparel

as one of the categories and I didn't

quite touch on this but with a lot of

the other categories there's a lot of

problems that go into it like

Electronics there's a ton of rules and

regulations around how you can import it

how you like labeling children's

products that was actually one of the

first businesses I tried to start right

out of college I tried jumping into

selling a slam dunk product children's

toys thought I found like a great Gap in

an Amazon market then quickly got blown

away by the amount of red tape and legal

hoopsy if to jump through so there's a

lot of problem with other categories

apparel is one of the best for all the

reasons we talked about then we're going

to be fulfilling using print on demand

compared to 3pl or drop shipping and

we're going to be using printify

specifically then we talked about our

storefront like how people are going to

be able to buy from us talk about the

differences between marketplaces versus

standal in stores why we're going to be

using Shopify and then as for our

traffic we're going to be using Facebook

ads email Google We'll add like Tik Tok

at some point but Facebook has been very

consistent for us over the past it don't

get me wrong it's frustrating sometimes

but it's amazing traffic source so

altogether hopefully this has helped

paint a picture of what the business

model is how it's going to operate and

just want to show one last example which

is to finally put to bed the confusion

around how the marketplace model works

is like the difference between

marketplaces versus selling on Shopify

and why we do Shopify it's like we

talked about we drive Facebook ads to

our own store make our products fill it

with printify and there's all this back

and stuff whereas if you sell on Etsy

your traffic comes from Etsy your email

marketing is done through Etsy your

store is on Etsy fulfill with pry still

cuz Etsy doesn't do fulfillment and then

your customer service is done through

Etsy so can you see if you notice the

problem where this is your business that

you invested a year of your life into

and then Etsy gets mad at you for some

reason and they decide to kick you off

or ban your account then this goes away

and this goes away what are you left

with you're left with a printify account

with a bunch of of products uploaded

into it that nobody can buy from that

kind of sucks merch by Amazon is similar

with the exception of they also do your

fulfillment so now if Amazon gets mad at

you that goes away and that goes away

yeah and the reason that this isn't

buying an asset is imagine you're a

potential business buyer who's looking

to invest in a business that you could

see growing for the next 5 years the

first thing a potential acquirer

evaluates is what's the level of risk to

this business are they Diversified or is

there some kind of of scenario that

could completely tank my potential asset

and if if you were in their shoes and

you're familiar with e-commerce would

you look at somebody who's selling on

just Etsy that they're waiting for the

shoe to drop and Etsy kick them off

would you go look at that business and

say yeah I'm fine with that massive risk

that 100% of the business could be gone

overnight or would you look at this

business where it's Diversified across

platforms and even if say Shopify gets

mad at you you still have the rest of

your business standing and you can just

them plug in woocommerce or any of the

other sites but again Shopify getting

kicking anybody off is extremely rare 1%

of the time compared to Etsy and Amazon

and then last thing we'll cover in this

lesson is the flywheel this is an

important concept to understand CU this

is how we are really going to build the

business and get past the onetoone like

effort in one reward out from the

business operator standpoint and that is

what can we get compounding for us in

the business and that really comes down

to Word of Mouth and like a quality

customer experience the way that we

start that flywheel is a new customer

makes a first purchase we then deliver

an amazing product and experience which

we'll talk about all the different ways

we can do that long story short just run

a good ethical business and be kind to

your customers and that good stuff will

happen over a long enough period

reinvest The Profit into making more

designs that's a big mistake that a lot

of people make is they put up 20 or 30

designs get a couple sales and they try

to take all the money out you want to

reinvest that to get this flywheel

really going viewing it as taking $1 out

now is the equivalent to taking out

$11,000 later next we have our email and

SMS retargeting ads to follow up with

people build that customer relationship

build more sales get them to come back

into the flywheel get a repeat purchase

deliver another amazing experience and

get Word of Mouth get them telling their

friends and word of mouth is really the

only type of marketing that can truly

compound everything else is just like

linear you can scale up ads you can

scale up your email marketing but word

of mouth is the one way that you get one

person who tells two friends those two

friends tell two friends it's

exponential so this is what working

towards and at the end of the day as

you're doing this flywheel which by the

way you can't do this part or that part

on Etsy or Amazon you you have no

control over that you can't even like

really control a lot of this and people

aren't and this is another important

point is that on Etsy and Amazon people

aren't necessarily buying from you

because of your brand they're buying

from you just because of the product

compared to when people are navigating

specifically to your Brand store they're

buying from you because of who you are

that's where real like brand equity and

value comes from is when people are

buying from you because of what who you

are what you stand for and that they

like your company and not just oh this

is a neat shirt that's the point we're

trying to get past and that's the

perception a lot of people have I think

about print on demand is that you're

just selling like neat t-shirts we're in

this course what we're doing different

we're really trying to build a brand we

just so happen to fulfill the we just so

happen to sell t-shirts because of all

the reasons we talked about and then we

just so happen to fulfill those t-shirts

with print on demand because it's

requires no Capital to get started it's

very easy to Pivot no inventory it ships

directly to the customer and allows us

to focus on the most important stuff in

the business we're building a real brand

we just so happen to sell t-shirts and

we just so happen to fill with print on

demand as the business grows those two

things can change but keep that focus in

mind that we're building a real brand

we're not just a t-shirt store so that's

the business model that's what we're

working towards hopefully this has

helped give a 10,000 foot view of the

different business models and ways that

you could build your own so that's the

10,000 ft view of this business model

hopefully this has helped give a

perspective as to the other models out

there like Drop Shipping and stuff like

that so now when you hear about those

things you can just put your blinders on

completely ignore them know that yes

there is opportunity there like there is

with lots of stuff but this opportunity

that we're focusing on is the one that's

worth your time and more importantly

worth your time for an extended period

that was the objective of this lesson I

hope you enjoyed it and I'll see you in

the next one

[Music]

in this lesson we're going to be looking

at some case studies and results that we

can expect with this kind of business

model and specifically we're going to be

looking at my case study from my brand

called yoga stay which started a couple

years ago and ran it for almost 2 years

exactly scaled it to just over $3

million in sales and then sold it to a

company called open store but we're

going to be looking at this case study

to see not just what these businesses

can do in the beginning but what the

growth and like the 2 to threee plan for

them can look like and the options you

have down the road like how you can

evolve it pivot it whatever you want to

do just to give us a frame of reference

and here's some of the other screenshots

and examples of stores that I've done

this model with and again that's just

print on demand and then once you get

past a certain threshold you can start

selling any kinds of other products so

just always keep in mind that print onom

man is just the Fulfillment model that

we use and it's not like the actual

business itself so yeah here's yoga stay

like I said we scaled it to $3.6 million

in sales 125,000 customer contacts and

we founded it in February of 2020 and

then sold it in February of 2022 so the

sales and metrics just showing you this

as a frame of reference in general our

conversion rates that we see nowadays

are in like the 2 to 2 and 1 half% range

we just get cheaper traffic but yoga had

really strong first couple of months but

we had a 3.1% conversion rate $55

average order value and the sales there

that like backs out discounts and

refunds and stuff that's why it's

different than the 3.6 number couple of

things that we ran into with yoga stay

just to give you an idea of some of the

major decisions you'll have to make

along the way is like I said we had

strong first couple of months and then

in January of 2021 I'll talk about this

one first we had to switch our print

provider away from print

to somebody else because prfi was having

a lot of outages due to covid related

like stock issues so we ended up having

to make the decision to switch to a

print provider that had the ability to

not just do print on demand but also

co-ack products which I'm going to talk

more about that in a second how we were

able to start offering like yoga mats

and stuff like that but in December of

2020 we had a bunch of covid related

outages and after switching we were able

to turn sales back on so that was pretty

challenging something I never had to

deal with you shouldn't have that

problem much anymore gilden's not really

running out of stock these days but it's

part of the history of yoga stay uh we

even filed the yoga trademark and here

are some of our top sellers and you can

go look this store up yoga st.co and see

all these products but a key point to

take away from this is that the top four

or five products here made up a large

percentage of the overall sales like we

had hundreds of products and as you can

see these five products made up like a

pretty good chunk of that and the lesson

to take away is that it's really

important that we keep testing lots of

products until we find these winners cuz

it can completely change a store like

overnight having winners versus not and

you never know which design is going to

be that winner like any of these I

wouldn't have said would be a best

seller like I certainly wouldn't have

thought that the yinyang bonsai tree

t-shirt would have sold $100,000 worth

that's just how it goes and also this is

back when we were only charging like $1

19 to $20 for a shirt now we're charging

anywhere from 26 to2 9 depending on the

size and this is just more a couple more

slides from our pitch deck when we were

going to sell it we had 485 products we

had 22 different styles of yoga mats 23

styles of different yoga pants and again

number two and three the mats and pants

we only started offering those once we

were placing orders from suppliers in

China to uh have our own like product

line and not just do print on demand

that's an example how you can expand it

over time uh we had 2600 Plus customer

reviews it was a really fun brand

because you're getting like tons of

feedback from customers and they're all

loving it that you can build like a

really cool Community around it and

that's why I recommend that if you're

starting out with one of these Brands

choose something that you're also

passionate about like my business

partner and I on this brand love doing

yoga and so for us this was like pretty

cool and it was right up our alley so we

like we've been in and around like yogis

so like we know like what they like what

they talk about types of language like

their demeanor like little intricacies

that you wouldn't be aware of unless you

were like part of that demographic like

for example like the hunting Niche I

know nothing about it so it wouldn't be

a good Niche for me to go after because

I don't know like what they find funny I

don't know like the terminology and

slang terms and like how they interact I

don't know any of that stuff there

somebody there's millions of hunters out

there be could be a great Niche for

somebody who's been doing that their

entire life and second thing I'll say

about the customer reviews is that this

is the goal happy customers equals a

happy thriving brand and that was

something that we were fortunate to

figure out early on in yoga day was that

really at the end of the day boils down

to how happy is your customer and not

about your bottom line like when we were

first starting out I focused on profit

first customer later now I realized that

number one it's a lot more fun and

rewarding focusing on the customer first

but two you end up making a lot more

profit when you switch your focus and as

you're going to be seeing later on in

this course the store that we set up was

Bare Bones extremely simple and it

doesn't have to be a complicated store I

won't break the point now cuz we're

going to dive into this in detail later

but it was a very simple store we had

about 50 products when we first launch

this was I got this picture from way

back machine that's why some of them are

missing but yeah it's extremely simple

it's just the products build trust you

have a fast sight load speed and that's

all there is to it anytime I tried to

build like a big beautiful website it

always converted way worse than

something like this and that's why this

business model is so attainable to a lot

of people is that you can do something

very simple it doesn't have to be like a

really complex buildout brand it can

just be collection page product page

cart checkout that's it and over time

like I said we started ordering yoga

mats and pants and holding a bunch of

inventory and around like the 2 to three

million markish is where things start to

get a lot more challenging like from a

supply chain standpoint so that's where

you can either choose to keep doing

print on demand like working with

Printery or printful or you can go this

route just depends on if you want it to

be a Lifestyle brand or not kind of like

this new brand that I've been showing in

our 0o to a million print on demand

challenge this is a new brand that we

started up completely from scratch my

wife and I Meg we just wanted this to be

a Lifestyle brand we didn't want this to

be like full-time job like 80 hours a

week working on it we just wanted it to

be like fun like we each spend like a

handful of hours per week if that

building the store and it's lower margin

than we could get if we went like the

3pl route but it all depends on what you

want and so these are two different case

studies for different types of scenarios

yoga stay I was full-time like it was my

life my partner and I were working on it

like non-stop along with three other

brands which that's a whole another

story always just do one brand but yeah

yoga day we really wanted to build it

out and see what it could turn into and

with this brand we just are mostly doing

it to as like a handful of hours per

week we have no aspirations to grow this

into like an eight fig Powerhouse by any

means we're staying on printify slightly

lower margins but still extremely

profitable and it requires a fraction of

the amount of time and this brand we

started from scratch July 1 and it's on

track to do seven figures within the

first year I think we're going to hit it

like 10 months within launch and this

store we launched with about 50 to 75

designs and it was a basic store it

looked like this one almost exactly like

this just using the debut theme or

whatever the default Shopify theme is I

think they call it Dawn now and

extremely simple we just chose a niche

found that it was a passionate Niche

that people were buying in because we

did the bumper sticker test launched 50

or 75 designs and things went well so we

started increasing the ad spend and now

we're at that turning point where we

could either decide to double down or we

could decide to just keep making a

Lifestyle brand and we like I already

said we went the ladder but decisions up

to you went through this in the print on

demand challenge just showing step byep

every week the sales updates and showing

the p&l so you can go check those videos

out if you want and some important case

that I want to show you are a lot of

failures that I had along the way and

I'm showing you this so you realize that

if this seems like too good to be true

like I'm making it sound like it's too

straightforward there's a a trail of

Shopify store bodies behind me that

makes me be able to say that follow this

model and it works because I went

through stuff like this like Royal cats

where we were selling cat jewelry

necklaces then we had a zodiology store

we had Serene jewelry we we had a funny

like tongue and cheek um like nature

brand like a environmental brand where

we sold stuff like save the chubby

chubby mermaids nobody was buying this

these were all examples of stores that

performed extremely poorly but the good

news is that we're able to learn from

them and the difference between the

losers and the winners nine times out of

10 just comes down to choosing the right

Niche having enough highquality products

that are based on best sellers that you

see in the market from the research that

we're going to do and that was all stuff

that in the beginning I wasn't doing any

of that we were just like basically just

brainstorming oh maybe that could be

good and then launching a store coming

up with some products that we thought

looked good wasn't really based on

anything at all and then we would get

poor results now we know a lot better we

know to choose a really passionate Niche

we know how to find and recreate really

high quality like best-selling viral

potential products and we know how to

like read the metrics and iterate a lot

faster so there's a trail of like

failure stores that that have paved the

way for these lessons learned that

turned into stores like yoga day but it

was not that just right out of the gate

so don't think that I'm saying this is

so easy like there's nothing to it there

certainly is but that's why we're making

this intensely Long training so that you

can learn from all those lessons learn

and for the people that are patient

enough to get through this entire

training you're going to have the

benefit of 7 years of experience

millions of dollars in ad spend and 20

plus million doll in sales condense down

into 20 hours is so that's the idea idea

and along with that you're watching the

next case study in the making because as

we're setting this up we are going to be

creating a brand new store completely

from scratch and then I'm going to be

posting the after we launch this uh I'm

going to be posting the day-by-day

results as a case study showing how

we're scaling that brand up from zero to

six figures in sales I think we can do

it within the first month or two and

we're going to be sharing that in the

community that you can building it

alongside you and we're even going to be

revealing the store name which the

reason reason we're doing that is to

help people learn watch along with us in

real time the downside for that is the

store is as soon as it starts doing well

people there's going to be some people

watching this that are going to a rip it

off for sure but number two it's going

to get spammed to death with bots in

like the comment sections of our ads

which tanks the performance because

basically people who know how to code

and create Bots will put up their own

websites of the exact same products and

then they will automatically create

hundreds of accounts to like autod

detect our ads and comment and reply to

every single person with a direct link

to their product that's their Drop

Shipping from like China so it's

terrible quality but they're able to get

it cheaper so long story short the

performance is going to get tanked

eventually but the point of this is to

show it as an example and to show that

we're getting real sales even if it does

end up costing us pretty dearly but

anyway so those are the case studies to

show you examples of like how this can

work and another point that I want to

make is that those stores were ones that

that I have run and my wife and I have

run but this has worked for dozens of

other people and I've specifically

helped like friends and fam start

businesses like these they've scaled it

to seven figures like people with no

previous business experience they're

just like passionate about a niche and

they follow basically this exact process

it's part of the reason I'm making this

is that it's a very repeatable process

that people have asked me about a lot of

times so I'm just finally documenting

all of it but that point being friends

and family have their own case studies

I'm not going to share their stores but

they have case studies of hitting

figures with zero previous experience

they just followed this process

rigorously so that's it for this lesson

hope you found this useful I'll see you

in the next

[Music]

one in this lesson we're talking about

our foundations overview so what we're

going to be covering in this module is

perhaps the most important module in

this entire course and the reason for

that is this that 90% of the time when I

talk to people and they say they have

business issues or their sales aren't

going up or their ads aren't working

when you dig down into it what they

really have is just personal issues and

it's their own personal life that is

really broken and the way that we're

approaching this whole course is from

the standpoint of if I have a friend or

family member sitting right here next to

me and I wanted to teach them everything

that I know to start a success

successful e-commerce business what are

the things that I would teach them first

and I used to just teach people here's

the strategies here's the tactics here's

like what I'm doing in the business and

here's what's working here's what's not

that kind of thing and even though was

sound strategies and it worked like I

was proof of it they were never getting

results they were always falling short

in one way or another and I thought

maybe I'm just not a good teacher and

while certainly some of it was on me

what I really ended up figuring out was

that I wasn't teaching the right things

I wasn't teaching them the foundations

that they need in order to be a

successful entrepreneur and person to a

larger extent and if you don't do that

then it doesn't matter what tact you

could teach them like the golden rules

of e-commerce it's never going to make a

difference cuz they're building a

skyscraper on a foundation of sand it's

always destined to come crumbling down

it's just a matter of time and this

quote is something that I heard from her

MOSI about the people issues and or the

life issues versus business issues

but it's true for my own experience as

well and I've dug into this and what

I've figured out is that I think that

most people think of success and what

we've been taught is success is

something like this it's like where we

are now and you go through a period and

you reach your goal and that's it and

that's kind of what's portrayed to

people and what we don't realize myself

certainly before I got started what I

didn't realize was that what success

actually looks like reaching the goal

what it actually involves is going

through a period of extreme hardship and

pain and transformation and then you get

to reach your goal and no other courses

really talk about is how to get through

this period they give you like the

tactics and say Here's how to run your

ads here's how to find the products but

the most important piece is missing and

that's how do you become the kind of

person that's able to reach that goal in

the first place so that's what we're

talking about in this lesson CU When you

go through this fire nine times out of

10 people end up doing 180 and the

reason for that is that they don't know

to expect it they don't know that it's

coming and they don't have the like

mental Tools in order to get through it

and what that ends up meaning for our

goals a lot of times is that they end up

dying they end up staying where they are

and we just go back to where we were and

we stay in place we stay in our comfort

zone that's where dreams go to die to be

quite honest is in our comfort zones

that's why we're covering this now so

that we can fully embrace the fact that

at the intersection of pain and change

is where you find growth and growth is

what we need in order to reach our goals

I know this might seem like slightly off

topic from in e-commerce like Drop

Shipping print on demand course but

trust me nothing could be further from

the truth cuz this is not here for the

algorithm or to entertain people this is

if you were my best friend or family

member sitting next to me these are the

things that I would teach you first

because once I started teaching people

this formula everything changed all the

results changed pretty much overnight

even though the business lessons and

stuff that I was teaching them didn't

change at all I was still showing them

the same ad strategies and stuff and

none of that really changed it was just

how do you do these four things how do

you utilize this formula so it's working

for you instead of against you cuz if

you're not aware of it it is certainly

working against you so the formula for

success is really energy I'm Focus time

strategy divided by your mindset I'm

going to talk about what this means but

normally nine times out of 10 courses

and trainings out there they just talk

about the strategy piece they just say

here's the tactics here's the buttons to

click and they don't cover the rest of

this formula that's why the four main

reasons that people fail in this

business and believe me there's going to

be plenty of talk about the strategies

and tactics it's should be like over 10

hours of it of just the tactics so we're

going to get plenty of that we're taking

an hour or so now to make sure we get

the most out of that you know a dozen

hours of the tactics the four main

reasons why people fail is number one

because of a lack of energy and they

basically don't output the effort

required and we're going to talk about

why that is and how we can fix it the

second reason is they have a lack of

focus meaning so they could have enough

energy they could be uh yielding an

output of effort but if it's not going

into the right things then it's all for

nothing the third reason is they have

the wrong strategy so they might have

the energy they might have Focus which

is rare but then they're putting it into

the wrong opportunity and evaluating

this stage is where a lot of people get

analysis paralysis and it's by design by

like social media platforms it's not

your fault just that you know YouTube

inundates you with tons of like social

media marketing invest in crypto invest

in your time into Drop Shipping like

there's all these different like methods

of making money out there that it's

tough to know which one to focus on

that's why we're teaching this course is

about building an e-commerce business is

it the only way to make money no

certainly not but if you stick with any

one really good sound strategy that's

well proven for an extended period of

time then good things will happen and

the fourth reason why people fail is a

loss or negative mindset basically they

don't know how to handle the self-doubt

that comes with you know going through

this journey of going through the fire

and having to become a completely

different person in order to actually

reach your goals and I always say that

the people that I find are most

successful at being entrepreneurs and

running their own business are the

people that are not the smartest they

don't have to be like the brightest

thinkers they just have the highest

tolerance for stress and self-doubt and

they're able to just keep on persevering

when times get tough and they will get

tough like there will be times doesn't

matter if you have the perfect strategy

of laser focus you have you know a

marathon runner level energy there's

still going to be times where you wake

up and you have extreme self out and

you're like what am I doing why am I

doing this and all your friends and

family around you the whole while are

going to be like they love you but

they're going to be doubting you just as

well for a number of reasons we won't

even get into that but uh it makes them

uncomfortable to see you trying to

change yourself and they're going to

cast that doubt on you and unless you

have a rock solid mindset in order to

push through that you're going to end up

crumbling and all of this whole formula

goes away then it doesn't matter if you

watch every second of this entire

training if you end up turning back when

the going gets tough then it's all for

nothing so we're going to make sure that

we have the energy that we need to do

the output we're going to make sure we

have the focus we're going to make sure

we have the right strategy and we're

going to make sure we have a mindset

that's able to persevere through when

times get tough so laying the foundation

for our energy just means increasing the

number of units of output that we have

on a per day basis making sure we have

the ability to get up and do the thing

basically then our Focus we're going to

make sure that our energy is being spent

on the right things and things could

really be singular cuz we only really

want to be focused on one thing at a

time we're going to have the strategy to

get our eles back on track when things

don't work out and when stuff like hits

the fan and make sure that we're

following a proven strategy which I've

shown lots of proof already in this

training that this is a strategy that

I've been testing out for seven plus

years it's worked for me and other

people so it's proven and it's you know

completely free so there's no ulterior

motive here but then lastly we're going

to have the mindset to handle our

self-doubt and as a side note this is

not going to be a long- winded

over-the-top explanation in this module

because I am well aware that a lot of L

of people get successful and they start

doing these weird habits and routines

with their spare time and then they

forget about what made them successful

in the first place and then they start

telling everybody that what made them

successful was like doing cold plunges

and stuff and so I just want you to know

that this is going to be valuable

because I'm extremely cognizant of that

fact and my goal in this whole module is

just teaching the be bones most tactical

things you can do that has worked from

my own experience things that I've

tested and like just the best of the

best biggest bang for your buck things

that have increased my energy helped

improve my focus the strategies that

work the best and then the mindset and

how I think through like the self-doubt

dealing with you know haters and stuff

like that how to think through all that

stuff and on the mindset note also make

sure you feel like you're not alone

you're certainly not even though

entrepreneurship can feel certainly

lonely but those are my goals nothing

more nothing less we're not going to go

over the top here and at the end of the

day I'm sharing all the tactics that

work for me it's up to you like this

whole thing just here's a buffet for you

to choose what like pick and choose what

works best on your own terms but even if

you choose to do none of it at the very

least you will have awareness of what

the other possibilities are and you'll

have the awareness of this formula that

is really holding you back or can be

holding you back and the formula again

is energy time Focus time strategy

divided by mindset equals your success

and the reason that the mindset is the

big division symbol uh of the entire

thing is that it's the one thing that

can truly undermine everything like

energy focus and Strat like if you have

two out of the three on the top like you

can be in pretty good shape still it's

obviously far more ideal to have uh you

know all three but mindset is the one

that if you don't have it it like

nothing else matters it's the one thing

that you really can't have like energy

and focus if you have that and you don't

have strategy you'll be laser focused

trying out a bunch of different things

and you'll eventually work your way

through and find a winning strategy if

you have focus in strategy so you're not

doing a lot you don't have a lot of

energy well you're going to very slowly

Whittle away at the right opportunity

and eventually you'll get there and then

if you have energy and strategy but you

don't have Focus you're going to be

outputting a ton of effort into

hopefully one strategy but it's just

going to be like scatter shot within

that so like you might have a Drop

Shipping business but you're just going

to do a bunch of random stuff within

there it's honestly how I kind of

started out I terrible focus and it

eventually got me there but Minds set's

the one that if you don't have that then

none of the other stuff matters you'll

wake up and just question why you're

doing anything so that's why we're

talking about it and fun fact is that

entrepreneurs are I don't know the exact

percentage but they are far more likely

to suffer from bipolar disorder because

entrepreneurs the type of people that

sign up for highrisk high reward type of

scenarios tend to be more emotional

contrary to the type of thinking that is

most beneficial for entrepreneurs which

is logical like calculated

decision-making honing our mindset

around that really helps us close the

gap and bring awareness to where our

personality traits lie and where the Gap

is from ourselves right now compared to

the person that we need to be in order

to reach our goals so that's it for the

overview first up we're going to be

talking about energy

[Music]

[Music]

this lesson we're going to be talking

about energy or basically how do we make

sure that we have the ability to Output

the units of effort that we need in

order to actually build a business this

course is really great but it's

worthless unless you actually have the

energy to be able to get up and do the

things that we talk about in this course

I'm going to be sharing the things that

have worked best for me and when I first

started off as an entrepreneur I didn't

prioritize this at all I thought being

an entrepreneur just meant make smart

decisions build the right business focus

on the right things and good stuff will

happen meanwhile I was out drinking late

I was partying I wasn't getting good

quality sleep I was eating crappy foods

and as a result my effort or the amount

of energy that I was able to put into

the business was really lacking I was

like blaming the business thinking it

was just about the model and all of this

but I noticed that there was a directly

correlated uh relationship between the

quality of the sleep and how much I was

taking care of my body and how well the

business was performing cuz 9 times out

of 10 the problems in my business were

really just from me having lifestyle

issues like yeah if you're waking up

hung over 3 days out of the week then

that's just like 3 days gone like that

and then if you're eating you don't have

brain fog then you're able to focus for

longer periods of time and do more

effort and most of the people that I

talk to they want to start a business

they pay lip surface to the fact that

they want to start a business but then

if you look at their lifestyle it

doesn't back that up because they're

sapping their energy from all these

different places and habits that in

their defense like they don't know any

better and I certainly didn't know any

better and it's just part of our our

culture or whatever we could talk about

that ad nauseum but in this lesson we're

just going to be talking about what has

worked best for me the biggest bang for

our buck in order to increase our energy

so you wake up every day feeling ready

to actually crank out some work on your

business cuz if you wake up feeling like

crap none of this stuff's going to

matter so the definition of energy is

simply the strength and vitality

required for sustained mental and

physical activity which that's exactly

what we're going to be doing and it's

energy so we can do the steps that are

talked about in this course so how do we

increase our energy there's sleep diet

and dopamine are the three biggest areas

let's dive into sleep and if you were to

break up sleep into the main areas that

we can optimize for it's how fast are we

able to fall asleep what's the quality

of the REM sleep that we're getting and

then the deep sleep and the length of

our sleep and this is something that

I've researched at Great Lengths and

optimized for myself and what I found to

be be true is that the nights where I'm

getting the best quality sleep I'm

falling asleep within 10 maybe 15

minutes it's during the same exact

period every night which we'll talk more

about that in a second but the ways that

we can improve you fall asleep faster

basically just get better quality sleep

is to don't watch TV or anything in bed

anytime that I start that bad habit I'm

like watching movies in bed it's

teaching your brain that your bed is not

meant for just sleeping we want to

hardwire ourselves so that anytime we

get into bed our brain and body

immediately switches into to sleep mode

another way is before bed I would

journal and plan the next day tomorrow

because if I wasn't doing this then I

would find that as soon as my head hit

the pillow for whatever reason is when

my brain started sifting through all the

like open to-dos that I have from that

day and I would start like planning out

my next day meanwhile I'm supposed to be

sleeping and it's a great book called uh

getting things done where basically like

a to-do list Manifesto where they cite a

study where they proved that your

subconscious mind will continue to

problem solve and basically work on

things in the background until it is

confident that you have a plan for it

and it's taken care of so simply writing

things down and then coming up with your

plan for the next day helps you fall

asleep so much faster next thing that

might seem like it's unrelated but

certainly is related is getting some

kind of quality exercise throughout the

day makes it 10 times easier to fall

asleep like our bodies are meant to be

exercising and physically exerting

themselves and any days that I would

just work and drink coffee and and like

caffeine all day and not exercise at all

my body hadn't expended any energy so I

would end up like tossing and turning

and rolling around and getting horrible

quality sleep and definitely pay for it

the next day exercising like

weightlifting walking whatever you have

to do get outside get sunlight and so by

the time your head hits the pillow by

the end of the day you're ready for a

full night's rest next is my personal

favorite and coolest looking by far is I

have a pair of them around here

somewhere but is blue light blocking

glasses the little known fact is that

the screen light and even like normal

incandescent lights it puts off Blue

Light which is basically stops your body

from producing melatonin because our

caveman brains think that it's still

daytime out because blue light comes

from the Sun and anytime our brain sees

that it doesn't start producing

melatonin because it thinks that it's

still daytime out so if we just wear

these glasses that I'll put a link to

them somewhere around this video but

they're like 20 bucks from Amazon and

you just throw them on an hour before

bed and you will have a noticeable

difference whether if you're watching TV

or whatever you look like you just got

out of the wood shop but trust me it

makes falling asleep 10 times better

because your body is able to start

producing melatonin before you actually

get into bed the next is REM sleep which

this is one of the stages this is as

scientific as we're going to get in this

whole thing just trust me but I find it

really fascinating and again if I was

helping somebody start a business

somebody that I cared about I would

teach them these things first so they

can understand and get their energy back

on track that's why this matters so REM

sleep is the period of sleep called

rapid eye movement where your brain is

basically downloading and this is my own

like understanding of it this is not

like the scientific definition but your

brain is essentially downloading and

storing everything that happened during

the day it's shifting from your

short-term memories to long-term

basically you think of it as backing up

your hard drive and this stage of your

sleep impacts your memory your emotional

processing brain development especially

as you're like for younger kids like up

until 25 your brain's still developing

the reason that this is so important is

we've talked about entrepreneurs are far

more more likely to be like bipolar like

you're an emotional person if you choose

to start a business like just by and

large the character traits of

entrepreneurs are the highs are high the

lows are lows and that certainly holds

true for starting a business which is

also why you're going to be good at

starting a business but your emotional

like capacity is directly impacted by

the quality of remley which we're going

to talk about how to improve it in a

second but just understand like the

importance of that in our day-to-day

lives when we feel like overwhelmed and

stressed we can either make that so much

easier for ourselves are so much harder

based on the quality of this stage of

our sleep so anytime you felt

overwhelmed and it just gets worse and

then you start like stress eating late

at night and you're just Doom scrolling

we're just putting off like fixing these

things like fixing your REM sleep and

that's how you actually get yourself

back on track so the ways that we can

improve specifically your REM sleep

stage is number one stick with the same

sleep schedule every night pick the same

eight hours 8 to 7 hours every night

doesn't matter if it's 11:00 p.m. to

7:00 a.m. 8:00 p.m. to 6:00 a.m. yeah

whatever it is just pick 8 hours and

stick with it cuz it's far more

important that your body get the same 8

hours so it's able to get into a rhythm

than it is to go to bed earlier if

you've been going to bed consistently

late just start backing it up like when

I like when my sleep schedule was all

messed up the way that I fixed it is I I

was going to bed at like 2:00 a.m. or

2:30 and I would wake up groggy and

feeling terrible and I decided that I

needed to fix this the way that I did

that is I did a bunch of the other

habits we're going to talk about but the

main thing was I backed up my bedtime by

15 minutes each night I didn't just jump

from 2: 2:30 to 8:00 p.m. I like

incrementally backed it up and that

helped dramatically so like every night

I would do 15 minutes earlier and then I

got into a good Rhythm where I was doing

like 10: p.m. to 6:00 a.m. like every

single night next thing is avoiding

stimulants so coffee limit that to no

later than 1:00 p.m. and anything else

like nicotine caffeine like all the eans

you want to avoid them all together if

at all possible but that's not quite

realistic so just limit it to in the

morning and just or if you choose to do

it later just know that the halflife of

coffee it's definitely going to impact

your sleep and your R next thing this is

my personal favorite is a cold room now

65° sounds extremely cold but the way

that our body is able to fall asleep and

get high quality sleep is by dropping

our like internal temperature if you've

ever tried sleeping in a really hot room

the reason that it's so hard is because

our brain is literally not capable of

falling asleep until it is under a

certain temp temperature I don't know

the exact temperature off top of my head

no pun intended but it has to lower and

so if you're struggling falling asleep

cold room avoid stimulants stick to the

same sleep schedule and avoid screens or

work of any kind if at all possible like

2 to 3 hours before bed you want your

brain to have a period where I'm saying

this again from personal experience when

I give my brain a period where it's able

to stop working and transition into wind

down mode and being like very strict

about that not winding down for an hour

and a half and then oh just check this

thing before bed I've done that way too

many times and that resets the clock you

need your brain to have the ability to

know that like all right we're done

working at this time and now I can truly

just relax and start to wind down and

the last one for your REM sleep is your

hydration a lot of people say drink a

big glass of water when you first wake

up that's good but I recommend doing the

same when you first go to bed or right

before you go to bed it helps like

basically lubricate the entire process

for lack of a better term and next is

our deep sleep which deep sleep is where

our brain is essentially regenerating

itself it's also huge for like weight

loss and like your muscle regeneration

tissue but we care mostly about our

productivity output and if you're

getting high quality deep sleep what

that looks like is you're waking up with

a brain that is like fully rejuvenated

and ready to go and do highly taxing

like energy requirement type activities

challenging problem solving for example

or like uh creative thinking all of

those processes go much better when uh

you've had like high quality deep sleep

and if you don't have that then you wake

up only able to do like very surface

level tasks and so doing something like

going through this course for example if

you're getting a highquality amount of

deep sleep you're going to be thinking

about and consuming this material in a

completely different way than if you're

not getting deep sleep and the reason

we're breaking it out by deep sleep and

REM is as you can see like there's

different areas that are impacted so you

can diagnose in your own life like where

are you struggling the most and then you

can hone your focus around what part of

your routine do you need to fix first

but yeah so deep sleep it cleanses the

brain it basically like decreases

inflammation just for overall health

it's extremely important but for within

the context of starting a business and

being successful at it it requires a lot

of energy output and deep sleep if

you're not getting this it'll be

extremely difficult like your short-term

memory will suffer your ability to focus

and hold a conversation or sit down and

focus on just one task for an extended

period of time and lastly and most

importantly your impulse control if you

ever notice that get like poor deep

sleep which you're able to track this

with aura ring or whoop or any of those

when you get poor deep sleep you'll

notice that your impulse control like

your ability to not eat junk food the

ability to not watch like crappy TV and

play video games and the ability to pass

the marshmallow test which you probably

heard of that before but that was the

famous test where they had little kids

sit in a room and they said we're going

to put one marshmallow in front of you

you can either eat it right now or you

can wait 10 minutes and we'll come back

and we'll put another marshmallow and

like we'll keep and it was basically one

of the greatest indicators of long-term

success was the kids's ability to just

have delayed gratification and your deep

sleep directly contributes to that now

how do we get better deep sleep is first

and foremost no alcohol I know this is a

tough one I'm not going to pretend like

it's an easy thing to do I did it you

don't have to I'm just sharing what

worked for me but cutting out alcohol

has a massive impact on the quality of

your sleep but when you drink a lot of

alcohol you notice how you fall asleep

really easily and that might make you

think or the common misconception is

that oh when I get drunk I fall asleep

really easily like I get good sleep and

yes it's true you fall asleep quickly

but you never get like high quality deep

sleep your body never fully gets into

its deep sleep cycle it's just a crappy

truth that it's drinking it has a

massive impact which you probably

already known that and realized it but

just know that like when you are

drinking it causes inflammation in the

brain and it like body's ability to get

in deep Sleep which has a lot of trickle

down effects so just bringing awareness

to how all these things are impacting

your ability to start and successfully

run and scale a business that sure have

the drinks but and there's lots of

entrepreneurs that have been successful

without it but if we're doing everything

we possibly can to stack the deck in our

favor and guarantee that we are

successful beyond a shadow of a doubt

and we want to give ourselves the best

possible hopes cutting out alcohol is

one of the biggest ways to do it Sam

ovens who's a famous entrepreneur

famously said that the most profitable

thing that he ever did for his business

was cutting out alcohol I could go on

and on but you're all adults you can

make your own decisions I'm just sharing

what's worked for me I already mentioned

this but no caffeine after 1:00 p.m.

being mindful of your sleep cycle so

doing the same 78 hours a night uh your

sleep hygiene this is a big one taking

it's a real thing taking a shower before

bed specifically a hot shower uh cuz

like we talked about your body has to

lower its internal body temperature uh

but it's only like a couple degrees like

one or 2° but that's pretty substantial

but a way that you can like one relax

your body and your muscles and help aid

it in lowering its body temperatur is

actually by taking a hot shower the

reason that it might be counterintuitive

but the reason it actually works is that

when you're in a hot environment what

does your body do it starts to naturally

cool itself off and the cooling or

heating mechanism if you're in a cold

environment that mechanism comes from

the inside out so by taking a hot shower

you relax yourself you're physically

clean which also has an impact like

psychologically it makes it a lot easier

to fall asleep and get deep like high

quality sleep next is your diet eating

nutrient pack foods and also along that

same lines not eating too closely to bed

and the reason for that is when you're

eating too close to bed especially a big

meal like an hour or two before bed is

terrible because your body during your

deep sleep it's using your blood flow to

circulate it throughout and reduce

inflammation cellular repair all of that

when you eat a lot your body is too busy

digesting that and your body sending the

blood flow instead of it using it how it

normally would during deep sleep it's

sending it to the stomach and again

we're going to keep throwing disclaimers

out I'm not a doctor this is just what

I've researched and studied and found in

myself been tracking this stuff

incessantly for years now but that's my

understanding of it so long story short

don't drink alcohol no caffeine after 1

p.m. uh watch your sleep cycle same 78

hours sleep hygiene take a hot shower

wear orange light glasses they look

super cool too um eat nutrient packed

foods like fruits vegetables nuts that

kind of thing it's far better than like

a heavy carb based diet um and then not

eating too close to bed length of sleep

this is pretty self-explanatory so we're

not going to touch on it too much keep

the same 8 hours every night if at all

possible so you want your temperature

set to 65° this is what I've done that's

worked for me I set my temperature to 65

or 64 I don't keep a phone in the

bedroom so I don't have the distraction

or the urge to check my phone I wear a

sleep mask so that absolutely no light

is able to get in and possibly distract

also like shutting and locking the door

just has a psychological effect for me

I've noticed it has a psychological

effect of like your body feeling safe

and that it can like fully fall asleep

that's another interesting fact is that

whenever you sleep in a new place like

if you're in a hotel or traveling

anywhere your brain never fully shuts

off it's a completely subconscious thing

but it never fully shuts off because it

doesn't feel like it's in a safe

environment to do got the orange glasses

same 8 hour window each night and

planning tomorrow today basically just

brain dumping getting everything off

your mind or journaling whatever you

want to call it meditate just some

version of like mentally draining every

to-do off of your mental to-do list stop

eating 2 hours before bed and exercise

at some point throughout the day so that

your body is physically fatigued now

onto the diet not going to touch on this

too much cuz I'm certainly not an expert

but what I have personally noticed is

that eating green leafy vegetables nuts

fish berries serves me far better from a

mental like cognitive level than from

eating like fried foods processed carbs

High sugary Foods sodas alcohol

certainly the reason for that is that

you've heard the saying that you are

what you eat and it's certainly true if

you actually start I didn't notice this

until like fairly recently but any days

where even the day prior if I ate like

high carb diets like crappy Foods the

whole next day I was in a semi brain fog

like meaning I felt like I couldn't like

really think or hold a cohesive thought

compared to the days where I'm eating

like extremely clean fruits vegetables

clean Meats if you're a vegetarian or

whatever that's fine whatever suits you

like this just what works for me those

days I felt like I had laser focus so I

was able to just move from task to task

have complete mental Clarity and stay on

top of the task at hand and I wasn't

like getting distracted by things nearly

as much as I would when I was eating

like pizzas and lots of Breads and

processed carbs that kind of stuff and

again I'm not telling anybody how you

have to to live just saying this is what

worked has worked for me getting better

sleep has changed my life immensely

changing my diet or at the very least

being aware of the trade-offs of the

diet and the impact that it has on my

business and just My overall happiness

and energy levels has also served me

extremely well but none of them have

served me nearly as well as my

understanding or what I've learned from

this next piece which is about our

dopamine and dopamine is a buzz word

that's thrown around a lot but it's a

common misconception that dopamine is

basically the the reward center of the

brain the reward chemical but a common

misconception is that it's released when

you achieve something like when you

reach a goal when you cross the finish

line when you have the big sail or exit

and the truth of it this something I

learned from the hubman labs podcast is

that dopamine they've studied this and

proven it it's actually released along

the journey it's released from doing the

work it's released by doing the hard

thing and a good example of this like a

great way to spike your dopamine

naturally is by doing cold plunges like

when you do a cold plunge and they

studied this as well like they thought

that it was like oh like the cold water

has all these health benefits on your

body and yes that's true in other areas

but the thing that's spiking it or

increasing it is you waking up and doing

a hard thing you pushing yourself

through a challenging moment that's a

lesson that has served me extremely well

is understanding that as I push myself

to do hard things as I push myself to

sit down and find new products or do

research or make new ads doing things

that I don't necessarily feel like doing

like I'm not jumping to for joy to make

brand new ads I love it don't get me

wrong but there's days where it feels

tiring understanding that by me pushing

myself through those tough times it's

serving me extremely well and it's

building like a mental muscle that will

allow me to do a lot more of that later

on down the road so it's released when

you are working towards that thing it's

basically the reward center of the brain

another important concept uh for us to

cover is that there's cheap dope mean

all over the place there are all kinds

of sources it is so readily available

nowadays that it is a huge problem uh

which we're not going to solve all that

here but all we're going to do is bring

awareness to it so you can know what to

avoid and what to expect like social

media junk food drinking pornography

binge watching like anything that causes

instant gratification like that is cheap

dopamine now why is this important and

why is this relevant to starting a

business is that starting a business is

like the epitome of delayed

gratification it is the opposite of all

of those things and so when our brains

our caveman brains are sitting down and

we have two options in front of us a I

could either work on the business or B I

could watch a dumb YouTube video I could

watch a dumb YouTube 20-hour YouTube

video some really cool guy teach me

about dopamine like you're going to do

you would actually watch a cat video or

something far more entertaining than

this but when your brain's given those

two options we have a self-preservation

driven brain it's going to go with the

thing that causes the least amount of

harm or effort in the moment to try and

conserve energy and preserve itself

which is watching the cat videos it's so

much easier you get instant Gra

gratification the brain goes after that

our brains don't have the ability we

haven't evolved yet to have the ability

to naturally uh be prone for like

long-term thinking and the starting the

business in it involves a much larger

payout but it involves waiting 6 months

a year 18 months before we start getting

that reward compared to the instant

gratification I can get right now all

that to be said that's why it's so hard

resisting like Tik Tok and Instagram and

all these other things it's not you

you're not like a weak-minded person

it's mostly like these algorithms have

gotten extremely good at tempting us so

just be aware that all of those instant

gratification sources anytime you do

that your brain is going to want less

and less to sit down and do the hard

thing and there'll be times where yeah

you feel inspired you get super fed up

at work your 9-5 is feeling particularly

miserable someday then you'll be like

motivated to like really sit down and

work on a business but that motivation

is going to be fleeting so it comes down

to the discipline and the the awareness

of why our brains are driven to the

simpler like easier things that do not

serve us long term and so we can be

consciously like pushing ourselves to

work on the harder longer term thing of

starting a business now the ways that we

can increase our dopamine are ironically

first of all sleep whenever you have

like I said earlier if you have a full

night's rest you're going to find it far

easier to resist urges and like your

Temptations like when you're sit sitting

down you have a and b you're going to

have a much easier time doing the hard

thing pushing yourself to do that than

you are if you get 2 hours of sleep next

is exercise it's great natural source of

dopamine meditation uh and most of all

cutting out the cheap dopamine and last

one is is something that's really served

me and understanding that I need to

become okay with being bored like

nowadays boredom seems like a bad thing

like you see people doing stuff all the

time seemingly people are living the

most interesting lives but because

they're posting on social media and

stuff and none of that's true obviously

everybody has downtime but what social

media has done to us has made us think

that if I'm doing nothing then I'm doing

something wrong and nothing could be

further from the truth being bored

actually serves an amazing purpose it

restores us it rejuvenates us and it

makes it helps our brains crave doing

harder things especially when the cheap

dopamine has been removed all the

alcohol is out of the house junk food is

out of the house like you've blocked

sites that you shouldn't be going to and

you take the PlayStation out of your

house like once all those cheap sources

are gone and you're left with nothing

but your work or nothing that's where

you end up in a really like good spot

but the problem and why that's

challenging for most people is that when

you are left with work or nothing and

you're doing nothing you feel like

there's something a little off so when I

learn to embrace boredom and seeing it

as not like me being a loser since I'm

not out like drinking with buddies and

stuff soon as I saw that as a tool in my

business it changed everything for me

and that's when I learned the lesson

that feeling bored does not mean that

you're depressed and I'm speaking from

my own experience a lot of times it can

feel similar not that I've ever really

been depressed but I think a lot of

people suffer from what they think is

depression when in reality they could

just be bored and then they fill their

time they try to immediately counteract

their boredom with cheap dopamine and

it's such a slippery slope once you

start scrolling on Tik Tok and you like

drain your dopamine reserves basically

you are then more likely to go out and

drink especially binge drink then you

binge drink then you're likely to eat

crappy foods you eat crappy Foods you're

going to get shitty sleep and then you

get shitty sleep you're going to wake up

feeling like brain fog and not feel like

doing anything and you just put yourself

in a bad cycle and then oh it's Thursday

or Friday it's time to drink again and

trying to time to repeat that process

then maybe a month and a half goes by

and you have a really terrible day at

work and that gets you to come and watch

this training you don't change any of

the other habits you just start watching

as training or decide hey I'm going to

start a business I'm sick of this I'm

going to start my own thing and if none

of the other habits change then that's

not going to happen it's going to be a

fleeting experience cuz you're going to

be self-sabotaging yourself in all these

other ways the way that I recommend

course correcting this for anybody who

is down in the dumps and stuck in that

kind of loop is doing something called a

dopamine detox there's a lot of

different forms of this but long story

short it's basically remove like I said

removing all the sources of cheap DOP

mean and just sitting there and

essentially just being bored it's like

the simplest thing to do but it's also

very challenging because it's something

completely counter to what we are taught

and what the day-to-day person does in

our society but it is a great hack to

make building a business actually fun

cuz you basically are just removing all

other sources of fun from your life

quote unquote fun because when people

say oh well you stop drinking you sto

going out you're not playing video games

like you're not really living those are

all the people that say that are the

people that are stuck in N9 to-5 jobs

that they actually hate and they believe

in this concept of work life balance

which cannot be further from the truth

when you are touting this idea of work

life balance it's because you hate your

work so much that you view anything

outside of it as like you're one

reprieve but the way to actually be

successful and to me to find fulfillment

long term is to be able to merge the two

so that I love my work and I what I'm

working on is fulfilling and I'm getting

my fulfillment from my work not from

these cheap sources that don't actually

bring you happiness cuz for me it

doesn't if I really get honest with

myself any of the times that I've gone

out drinking or ate junk food yes it's a

mental like vacation but it's not like

building actual happiness so if you're

interested in feeling rejuvenated and

charged to start a business and like

excited to sit down and actually start

working I would challenge anybody to try

one week of a dopamine detox try just

one week of no drinking no junk food no

social media delete it from your phone

entirely like no video games no TV your

only forms of entertainment can be like

books going for walks meditating talking

with friends not drinking with friends

and just do that for 7 days and see how

you feel after after that and try

sitting down to work or think about

working at the end of 7 Days your brain

starts like going on a whole different

level and in the background when you

don't have that stuff to look forward to

that's distracting you really your brain

starts subconsciously instead of problem

solving and uh like thinking about oh

what's the next episode of my TV show

going to be or oh what should I do with

so and so this weekend like what bar

should we go to when you're remove all

that it frees up so much bandwidth for

your brain to start solving real

problems give you some actual beneficial

stuff like building your business

anytime that I've cut out this kind of

stuff I notice that when I'm just

sitting there like driving instead of

thinking about like video games I'm

thinking about the business and it just

happens all the time and that's the kind

of thing that like really compounds and

makes a huge difference overall so

that's the lesson on energy to recap we

have our sleep our diet and our

relationship with dopamine those are

three things that once I understood what

we just went through really changed my

life dramatically cuz even though I'm

certainly not perfect by any stretch

like there are times where I relapse and

like I get crappy sleep I don't eat a

good diet like I drink coffee too late

in the day at the very least I'm aware

of the impact that is going to have and

I know what to expect in my business and

then if I ever feel like hey the

business isn't going well the very first

place that I look now is at myself and I

look at what are my habits what have I

been doing it's like okay I've been

drinking coffee too late been getting

crappy sleep haven't had the motivation

to like work on hard things no wonder

the business isn't going in the

direction that I want your sleep your

diet dopamine I went through some tools

I know some of them sound out there and

it sounds crazy but just try it out but

this is here for you so whatever you

find useful this is not the law by any

means but hopefully this has helped you

see like why none of the stuff that's

coming up in the the rest of the the

course really matters unless we get this

stuff figured out and if you apply this

stuff it'll at least in my experience it

helped a lot with waking up feeling

energized and yeah the end result is

more dollars in the bank account which I

know this is not what people expect from

an e-commerce course but it is extremely

important and it's far more important

than like any AD strategy I could ever

teach you so hopefully you found this

useful and next up we're going to talk

about

[Music]

focus in this lesson we're going to be

talking about Focus otherwise known as

the one character trait that is

single-handedly cost me by far the most

money the reason being is that when you

have Focus you are able to laser focused

and bore a hole all the way to the

Center of the Earth and if you don't

have Focus you will end up with a bunch

of half do ditches and end up with

nothing at the end of the day I think

it's something that every beginner

entrepreneur goes through because we

have so much like self-doubt and we're

not sure like is this the right thing am

I focusing on the right right thing so

we just do a little bit of everything

and really get nowhere I think that's

where a lot of it stems from at least it

was for myself I had one brand that was

going like pretty well but then instead

of staying focused instead of doing that

I'm going to start three more Brands so

if one brand is going well then four in

total would be four times the money

right and no it ended up being four

times the amount of mess and even if

you're not trying to start multiple

brands on a smaller scale when we have

focus in our business we're able to stay

laser focused on the most important

areas and just do more of what matters

most and when I earlier on didn't have

Focus I would end up like we would have

like our product our Facebook ads and

email marketing are like the main most

important things but then I would get

shiny object syndrome like we're going

to talk about and that would lead me

down rabbit holes of like testing out

little apps and trinkets and new

strategies that if I had really just

doubled down and done more of what was

already working and stayed focused would

have made me 10 times more money that's

why when somebody is unfocused this is

what it looks like like it looks like a

lot of effort going to a lot of

different areas compared to somebody who

is focused they put all of that effort

and energy just into one specific area

the most important thing and they go a

lot further and the reason that this is

so challenging is that I think there's a

misconception that Focus equals sitting

down and being able to do the thing and

something that I learned from Sam ovens

to give him credit is that focus is not

that it is not sitting down and just

doing one thing Focus true Focus comes

from a complete and utter lack of

distractions it comes from very

intentionally clearing away everything

that could draw us away from the one

thing that matters most including and

especially when that thing is our self

so we have to be disciplined to continue

to do the one thing that matters most

even in a world where there are shiny

objects all around us especially as

entrepreneurs the social media

algorithms optimize to show you every

new app and widget and like software ad

because you're in that market so you're

going to be bombarded with potential new

ways to make money new business

opportunities and they all look good

they have social proof they have

somebody who seems like they know what

they're talking about they always

portray it as it's super easy so go do

this and then you're going to look at

yourself and go why am I not doing that

like it seems so much easier and that's

where the grass is always greener

mentality or fallacy can come from and

it's like we're on our current project

and then we see something in the

distance like a new exciting idea for me

it was a new brand but if you're just

starting out it could be you're not

completely sold in e-commerce or you're

not completely sold on social media

marketing and you see other people

popping up talking about these different

models you keep Jumping Ship but in

reality you just need to pick one really

good strategy and stay committed to it

for an extended period of time and you

will get there and it's just a matter of

evaluating it choosing the right

decision the right strategy up front to

stay focused on which that's what this

is I'm biased but hopefully we've shown

you enough proof that this works but

what I really want to talk about is we

know what focus is generally it's the

lack of distractions but why does it

really matter we talked about that too

but most importantly how do we get

focused and maintain it and the reason

that I'm so convinced that this is like

one of the most important things for

entrepreneurs to overcome is that we as

entrepreneurs are far more prone to this

than the average person the average

person entrepreneurs are like by

definition like we're more emotional

we're radic the highs are highs the lows

are low and that leads to somebody who

can be pretty unfocused if we're not

like extremely aware of it so the ways

that I've improved my focus and when I

help people with their business first of

all the things that I notice right off

the bat I can tell the quality of

somebody's mind set and their mind and

like just their overall output based on

how clean their life is like how clean

is their desk what is their desktop look

like how many tabs do they have open and

nine times out of 10 that is a direct

indicator of how they're performing in

their life overall and if you look at

yourself be honest with yourself like is

your desk a mess is your room a mess is

your desktop filled with files do you

have 18 tabs open as you're even

watching this training are you getting

notifications on your phone that are

distracting you do you have friends and

family that like can reach you at any

given point and stop you from being able

to do true focused deep work unless

you've like been exploring

self-development there's a good chance

that you're not and that's okay is we're

learning about it now and even if you

choose to do none of this at least

you'll have an awareness of the impact

that's going to have on your business

because once I became aware of this and

I started implementing what we're about

to talk about it completely changed the

level of output that I had had in my

business so now when I meet with people

instead of helping them with their

business first of all I help them clean

up their desk I help them organize their

life so that they are freed up to

actually think about the business in a

constructive way so a step number one is

cleaning up your workspace like if you

picture a desk that is messy and has

mountains of papers and stuff compared

to a desk that is literally just a

keyboard and a monitor or just a laptop

and somebody who's sitting there with

headphones in very clean like sterile

environment they have one tab open

compared to somebody on the other side

of the room who's got a messy desk

they've got notifications ringing

they've got a desktop full of stuff that

person's going to end up being all over

the place so the goal that we're working

towards is to be able to have extended

periods of like 2 to 3 hours at a time

so we can maximize the bang for our buck

out of that time that we're putting into

it and I would take somebody who was

able to sit down and have two hours of

extended like deep work effort and focus

I would take that person who can just do

two hours a day over somebody who's

going to do eight hours a day of

scatterbrain that's why when people

say like oh I don't have time to start a

business it's complete you have

an hour or two a day you have enough

time because what you don't have is you

don't have focus and to say I don't have

enough time what you should really be

saying is it's not a priority right now

and if you if it was a priority then you

would sit down you would clean off your

desk clean out your desktop close

everything but one tab put your phone on

vient and you just go deep it's that you

don't have the discipline not that you

don't have the time as if you have 2

hours of deep work Focus you're doing

this rather than and most entrepreneurs

are doing this they spend eight hours

going in a million different directions

compared to one person with 2 hours can

go miles further if they just have

discipline around their focus so the

first thing is cleaning off your desk

cleaning your desktop closing your tabs

and actually doing that actually do it

and your mental space be freed up if you

want to see the quality of somebody's

mindset look at the quality of their

desk or their space like if you ever

seen the the movie Limitless with

Bradley Cooper I know it's just a movie

but it's funny that after he takes the

miracle pill that makes him a genius the

first thing he does is not go like start

trading on the stock market he goes home

and he cleans his apartment he gets his

home in order so he's able to then be

productive and start thinking it

basically just frees up your mental

space and your mental capacity so after

we've cleaned everything out we've got a

pristine working area next thing that we

want to do is make sure we have a

dedicated work time where we can't be

interrupted we can put headphones in and

just be heads down focused no

notifications no little kids running

into the room nothing popping up on our

desktop no like pretty bird flying by

the window we want 2 hours of deep

focused work if you want to learn more

about that read the book deep work by

Cal Newport it's fascinating and it's a

great example or it explains far more

than I'm going to here the power of Just

2 to 3 hours of deep focused work and

the reason that this is so powerful is

that when we get past that initial hump

of the first 10 to 15 minutes we're like

we're just getting into the the rhythm

of things we're just now getting into

the task like one task that's when you

get into something that's called Flow

State which is a buzzword that gets

thrown around a lot but it's a a state

where you can get into where like time

kind of melts away and you get into this

groove of like Crea ity and

brainstorming and just all out

productivity contrast that 2 hours heads

down no distractions no nothing no

clutter around you with what most people

do which is clutter notifications

popping up and every 5 to 10 minutes

they're answering slack or they're

opening messenger or they're checking

Google and they're convincing themselves

that oh I'm working when really they're

just shoveling around like if

answering a message on slack as

innocuous as that may seem is is the

most detrimental thing to your focus and

your overall productivity than anything

else because every time that you switch

your focus away from what you're doing

to something else you have context

switching and there's a heavy context

switching tax to doing that because your

brain just took time to shift in and get

focused and like really start evaluating

what you're doing then if you shift that

away to answer slack messages or

iMessage whatever it seems like a quick

thing but it's not cuz then it takes 10

to 15 more minutes to get back into it

so you go from a half an hour just gone

like that and then you get a phone call

you answer the phone call okay now

another 10 to 15 minutes to get back

into this forget even how long the phone

call was now you've gone 45 minutes

where you would think yeah I've been

working but in reality you haven't you

haven't gotten anything done you've

answered slack messages and had a phone

call and then like done surface level

on the actual task and this is why

we're going through this now is because

this is the biggest flaw I see in how

most entrepreneur beginner entrepreneurs

approach their business is they think

that just by sitting down with their

laptop open they're somehow working and

the reason they do that is because doing

the actual work is hard it requires

discipline to push through it and feel

like you know an idiot as you're getting

over the learning curve and realizing

that in reality like any new skill or

task like can be conquered by just 12

hours of sitting down and like pushing

through and like Shopify optimization if

you have 12 hours of just over two weeks

of focused heads down work on figuring

out Shopify learning the ins and outs

and you do that and nothing else you

will be ahead of 99% of e-commerce

sellers cuz most of them will never do

that they'll get a Shopify account

they'll you know move around they'll

putter around but they'll never just

heads down focus on it that's why the

cost of not having focus is so high it's

everything is when you don't have focus

it doesn't matter how much energy you

output you're never going to reach the

goal that you actually want you're just

going to have the excuse my friends but

you're just going to have the mental

masturbation of feeling like you're

working most people are addicted to

feeling busy and they're not actually

being productive busyness and filling

your time is not productivity it's just

another form of procrastination so step

one in increasing our focus is clearing

our area which in turn clears our mental

space or cleans up our mental space

rather second thing is having designated

deep work or Focus time with zero

distractions I don't care if you have to

put like a piece of paper on your door

or tell your family members like

whatever it takes to get that deep work

period just 2 hours a day is all that

you need and anybody who's tries to

build this business after following this

course and they say they're not getting

results first thing I'm going to ask

them is what's your deep work schedule

like where's the two hours of zero

distractions coming from and what have

you been doing with that time which that

comes to number three which is setting

clear targeted priorities and this is

where again a lot of entrepreneurs fall

short short myself certainly included

especially when I was starting out if

you don't have a priority if everything

is your priority then nothing is your

priority you have no priorities and what

I mean by that is when I was starting

out I would have a Trello board filled

with all of the tasks all the things

that I wanted to do it's like oh I'm

going to add SMS bump and one click

upsell and then we're going to start

running Twitter ads CU I heard somewhere

that those are good and then I'm going

to launch a new product line cuz you

know businesses that are growing launch

new products and the board would just be

filled with unprioritized unsystematized

tasks that were had no real Rhyme or

Reason to them and the cost of that was

even after I like started to hone my

energy and like I was waking up getting

better sleep and stuff I was still

sitting down at my desk to start the day

with and going all right what should I

work on and that's why now I realize the

power of setting clear priorities which

luckily we giving you the priorities in

this course that you can follow along

with but more broadly than this is just

thinking about this is a concept from

Tim Ferris for our work week what's your

big Domino each day what is the one task

that you can do that when completed

would make all other tasks on your to-do

list either completed or irrelevant or

obsolete like what's the one thing that

you could do probably the thing that

you're avoiding the most that would have

the biggest impact on your business and

once I started doing this and I'm not

perfect at it but I realized that it was

the things that I was always pushing to

the bottom of the list it's the things

that are not fun it's the things that

are Hermos term more better best like

just doing more of what's already

working systematizing that like just

scaling that up if I had started

prioritizing that stuff the business

would have grown far faster then what I

was doing is I would have the list I

would have the thing that really should

be my main one focus and it would get

pushed to the bottom because I had all

these shiny object things I had o i can

launch Twitter ads and like that's fun

and new and I spend an afternoon

launching Twitter ads and they do

and then I never revisit it that was

just a waste to 4 hours in the afternoon

whereas if I been more disciplined took

that 4H hour period and put it into the

one thing that mattered the most which

at the time or most of the time is like

either more products more ads like

improve the customer experience uh email

marketing like more of what's already

working than I would have had better

results so getting very clear on what

your priorities are and what your one

big Domino is and planning that out

before you even go to bed so then when

you start when you sit down at your desk

or wherever go to Starbucks to start

your 2-hour deep work session you know

exactly what you're doing you're not

checking slack you're not checking

messages you're not pulling up whatever

to distract yourself you're just getting

right to that one thing and I promise

you that if you do that you will be able

to accomplish more in 2 hours than 90%

of entrepreneurs do in a week because

what most entrepreneurs are doing the

majority of their time is not what they

should be doing and they Pride

themselves on getting a lot done and

being so busy when in reality what they

are actually doing is just filling their

time with BS and busy work that doesn't

actually add any value to the business

oh and then on top of that you know

they're getting crappy sleep they're not

eating healthy so the quality of the

output in those hours is already

degraded and then they're putting that

effort into the wrong things and it's no

wonder why people's businesses don't

grow and here is my absolute favorite

tool for prioritizing and coming up with

what my next task should be and this is

a tool that has provided an extreme

level of clarity in the business that I

come back to time and time again anytime

that I feel overwhelmed or like I'm

going in too many directions I pause and

I fill out what's called the effort

impact Matrix and the way that it works

is fairly simple so you have your list

of possible activities up here right now

they're just labeled with letters but

you would write like launch new ads um

find new products that sort of thing and

then next to it you put the amount of

effort AKA time that it would take for

you to complete that but then you put on

a scale of 1 to 10 the impact that that

would have on the business on a scale of

1 to 10 and like you can do it with five

things and you just do it on scale of

one to five and what it does is it

charts it out on this graph down here

and helps you realize like where does it

lie and the four quadrants here are

major project so these are things that

have a high level of impact but they

also have a high cost or effort then you

have the quick wins which are low effort

high impact then you have the fill-ins

which are low impact low cost then you

have thankless tasks which are high cost

low impact and you just see where things

fall like when I did this I saw that a

was a major project so I knew that that

should be a priority but I'm going to do

it at a time that I have an extended

period of like time available to put

into that and in the meantime I'm going

to prioritize DF and E cuz those are the

quick wins high impact lowest cost and

then if there was anything in the

thankless tasks I would just immediately

cross that out and then the Fillin I get

to those when I get to them the order of

priority just goes quick win major

project Fillin that's it and within that

I just go based on impact so

DFE I'll go D Fe a b c that's the order

that I would approach it and I I can't

tell you how many times or just about

every time I go into this exercise

thinking I think I already know what my

time should be spent on but I'm just

going to do this just anyway just as a

throwaway thing just why not and every

single time the winner when I'm like get

down to it and I like really think about

all right what would have the biggest

impact impact measured normally as just

dollars for the business more Revenue

like either more customers higher LTV

per customer or lower cost for

acquisition nine times out of 10 the

thing that I was not expecting ends up

being the one that I should be spending

the time on and it completely flips my

priorities but then afterwards I'm like

yeah you know that makes sense that

should be the thing that I spend my time

on so you can get a copy of this uh just

by clicking the link below and the last

thing that I want to mention that's been

a tool that's helped me the most is

helped me have a lot of focus is

meditation I know meditation has like a

lot of connotations with it it's not for

everybody for sure but I notice that the

times where I have a lack of focus is

when I have a lack of mental Clarity and

I'm not sure I'm not like aligned with

what I what my real goal is and I also

just have a lot of thoughts popping

around in my head and when I meditate

and I just take five or 10 minutes just

to do nothing nothing but think and

allow my brain to process stuff I find

that my like ability to focus and stay

clear on one task improves dramatically

and the reason for that is that I'm

basically letting my brain process all

the other stuff and like Shuffle It Away

into filing cabinets and like it gives

me distance on another level it gives me

distance from emotions in my business so

like if something bad happens normally I

would just react to it I just like that

bad thing happens react and normally if

it's a bad thing my instant reaction

would not be an ideal one whereas if I

meditated previously like if I'm

consistently meditating it gives me the

best way I can describe it is it gives

me distance from my emotions

so or gives me distance from like my

reaction so bad thing happens I might

feel the reaction I might feel angry or

annoyed or whatever but I get a second

to like pause it gives me like time to

think like huh that's interesting why

did that trigger me why did that make me

angry which one it's nice from like a

mental health standpoint but this course

is about putting dollars in the bank

account it helps me respond in a much

better way for the business and it helps

me it gives me like an advance AG over

any competition or anybody you're

dealing with because you're able to

basically have a side conversation with

yourself before you give your final

answer on on the decision whatever the

situation is so meditation uh again it's

not for everybody 5 to 10 minutes a day

that's what I do at minimum I use an app

called headspace makes it really easy

there's no right or wrong way to

meditate but it it really changes like

the way that you approach your

productivity routines and your overall

focus and when I am not meditating the

biggest difference that I notice is is

I'm a lot more emotional number one but

number two I start working on lots of

little things all over the place cuz I'm

not clear on like where I'm trying to go

whereas when I'm meditating consistently

again 10 minutes a day I'm able to wake

up think what is my big Domino or check

cuz I normally written it down already

what's my big Domino and I just tackle

that the most consistent period I had

with this was during the 75 hard

challenge which I talked about but I

meditated every single day along with a

bunch of other stuff for 75 days and by

the end of that process it was pretty

wild like the level of clarity and just

laser focusness if that's a word that I

had on the task at hand so that's what I

have for you those are the tools that

help me why Focus is of the utmost

importance in approaching this whole

process hopefully you found this useful

and I'll see you in the next lesson

[Music]

this lesson we're going to be talking

about the strategy part of the success

formula which basically this boils down

to exactly what this course is we're

going to be mapping out and walking

through step by step the exact strategy

that makes up e-commerce Drop Shipping

and more specifically the subset which

is print on man now this course is

teaching e-commerce which is obviously

one of many different possible

directions you can choose to go with

your business like there's social media

marketing there's running an AI

automation agency whatever that means

but it seems to be a buzzword lately

like point being there's lots of

different business models I'm going to

lay out why e-commerce and more

specifically print on demand is one of

the best ways to get started but it's

something that you should definitely

evaluate for yourself and the way that I

recommend evaluating any business

strategy to somebody who asks is first

off consider the source where are you

learning it from is the person

incredible and what are their motivators

outside of just strictly teaching you

the course that's why we want to

practice what we preach we told you what

our motivators are upfront and like we

stick to that but along with that you

should be considering like if you're

watching a YouTube video or you're going

to buy a course what are the motivators

that that person has in teaching you

that and people aren't just altruistic

at the end of the day like there has to

be something in it for them because

self-preservation like it can't just be

for the good of the people so it

behooves you to figure out what is the

motivator behind them teaching it but

most importantly you want to make sure

that they are a qualified source of that

information to be learning from you

wouldn't want to learn Drop Shipping

from somebody who has never actually

done Drop Shipping before or you

wouldn't want to learn how to start a

social media marketing agency from

somebody who's only ever had two clients

and unfortunately there's a lot of

people out there that will try to teach

that I mean I myself to be completely

honest 7 years ago I started making

YouTube videos about e-commerce cuz I

saw a bunch of people doing it and then

I quickly felt like an imposter cuz I

had never really done it I learned a

little bit about like a specific

software and taught people within that

Niche but I didn't feel like an

authority figure that's why I stopped

doing YouTube learned it for seven years

and now I'm back teaching about it and

not many people have done that not that

I'm anything special but I just couldn't

live with myself feeling like you know I

was faking something like that so

consider the source number one and even

if they are an authority figure like

they've done it supposedly in the past

should also look at what they do and not

what they say like a lot of people that

put out big courses they say like how

great e-commerce is and Drop Shipping

but then they'll P post another video

showing how they make all their income

and all of their income sources are not

related to e-commerce and Drop Shipping

No in fact none of them are all of their

income sources come from the training

like through Affiliates and stuff that's

why we actually do the business that

we're teaching people how to do like

begs the obvious question if it's so

great like you're saying why aren't you

doing it yourself so make sure that

people are actually doing the business

that they're teaching you about and that

they're not just you know in it for some

other reason second thing you want to

consider and deciding what the best

strategy is for you is making sure that

there's an overwhelming amount of social

proof that not only that the model works

but that that person that you're going

to be learning from is an authority

figure and the social proof can take a

lot of different forms but you just want

to make sure that other people have gone

through their material before and seen

results that's why we've shared with you

that people have we've done it and

gotten results but make sure that they

are legitimate and that they're not just

a fly by night type of operation it just

helps to protect yourself and the third

point is longevity which this is

something that doesn't get talked about

a lot but in starting a new business we

are not trying to build a business that

is just like a direct return for our

time like a onet toone ratio like

perfect example is like Tik Tock Drop

Shipping yes you can definitely make

money from doing it but the trade-off is

that you have to be constantly looking

for like that next best product you have

to be constantly like making new viral

posts and then it burns fast it burns

bright then it burns out you want

something depending on what your goals

are me personally I want something

that's going to last I want something

that I can be counting on to be making

me money not just today and next week

but this year next year 5 years down the

road that's the kind of business that I

want to be investing in and that's the

strategy that I want to go after and

along that same line is evaluating if

it's going to be building an asset for

you or if it's just cash flow and again

the difference between an asset versus

cash flow is pretty massive like if

you're building an asset like we're

going to be covering here you have like

an actual entity or an asset that can be

sold for something at the end of the day

like there's business Equity being built

up if you're just doing straight up like

product Drop Shipping from Alibaba or

autods or any of those like you're just

building cash flow which is fine like

there's a place for that but we want to

be investing in long-term assets that we

can expect to see returns from year

over-ear next is we want to evaluate the

cost what is the cost of getting started

and is it something that we are able to

pay and the cost comes in a couple

different forms number one is obviously

the monetary cost which luckily this

model you can get started with next to

nothing it's definitely good to have

something safe saved up and I do not

recommend investing in something that

you like need it to work like I've said

this before but if you need print on Dem

man to work in order to like make your

next rent check stop watching this right

now and go like get a part-time job I'm

not going to tell anybody Tall Tales

like oh this is definitely going to pop

off in the next week like some people

would but so you have to make sure that

you're ready to pay that cost monetarily

number one number two is the amount of

time and effort that's going to go into

it which ties into the next point which

is the difficulty and a good way to

evaluate that is if whatever you're

hearing from the guru or person teaching

you assume that the level of difficulty

that they are describing assume that for

you it's going to actually be 10 times

more difficult 10 times more hours 10

times more challenging more frustrating

and if that were the case would you

still do it and really think about that

because honestly like we talked about in

previous modules that very well may be

the actual like realistic scenario and

despite like my best intentions to give

you a realistic representation of how

difficult or challenging this might be

it's going to be different for everybody

because everybody has different

experiences and mindsets and skill sets

and just like mental models that how

they approach the world and everybody

has different circumstances like me

personally I don't have any kids if

somebody has two or three kids or even

one kid like that's a big like time

investment nothing against having kids

obviously but people are in different

scenarios and you just have to evaluate

that for yourself if what you're hearing

actually ended up being 10 times more

difficult would you still go about it

and a last piece to evaluate in deciding

your strategy is ask yourself honestly

is if this new strategy is a hidden

shiny object syndrome AKA if you already

started a social media marketing agency

and you already started down that path

but then for whatever reason it just got

like challenging or you know you just

got tired of it ask yourself honestly

like is this like a shiny object a

hidden shiny object like yes it's

completely legitimate but if you already

invested time and energy into something

else like go do that because like I said

earlier any one of these strategies can

work it's just a matter of doing

something for a long enough period of

time through the times where it gets

tough and it gets boring and it gets

uous you have to push through that

because whatever you're feeling with

that other opportunity you're going to

feel that with this as well and if this

is your first thing that you're doing

then great like keep doing this and the

same is true elsewhere like once you get

to the point in starting your e-commerce

brand where it gets challenging and

tiring and you start looking around for

other opportunities realize that that

exact same feeling you're having now you

going to have with any other opportunity

so just make sure that you are looking

in the mirror and asking yourself am I

going into this because it is truly the

best opportunity or is there somewhere

else that I know that I should be

spending my time that I'm just just

avoiding it for some reason we're going

to talk a ton about the business model

and all of like the tactics and

strategies within e-commerce but from a

strategy like highlevel 10,000 foot view

evaluating standpoint these are some

questions you should ask yourself about

this business model about anything else

I know that I've given social media

marketing AG a lot of air time but like

obviously there's lots of different

business like day trading you can

consider that like a side hustle to get

into like there's a lot of different

ways you can go but and any one of them

can be good and have a desirable outcome

but just consider who you're learning it

from and make sure that it's the right

opportunity for you like you're ready to

pay the cost assume that whoever's

teaching you it's actually going to be

10 times more challenging and timec

consuming than what anyone is saying

despite their best intentions to give

you a realistic preview and make sure

that like for me personally I want to be

building an asset that has long-term

sustainability if you're you know a

young person in your teens or early 20s

like maybe you just want cash flow me

personally I want to be building stuff

that lasts long term so that's what

we're doing here and that's how to

evaluate a strategy at least from my

standpoint that's what I've learned

looking back every time that I've looked

at a business model like perfect example

is Amazon FBA I started doing that like

right out of college and I had no idea

what I was doing if I had asked myself

these questions it would have saved me

well over $10,000 which was a ton of

money to me back then like it went on

credit cards pretty much if I had asked

myself these questions it would have

saved me a ton of time money and

heartache so long story short ask

yourself these and evaluate it for not

just this model but anything else thanks

for watching and I'll see you in the

next

[Music]

lesson this lesson we're going to be

talking about the last portion of the

success formula which is our mindset and

this is something that can get pretty

woo woo and just honestly bsy on a lot

of social media platforms so we're going

to do our best to avoid all that and

make it as tactical and concrete and

make the ambiguous as tangible and like

applicable to running a business as

possible isn't just like stare at the

mirror and tell yourself happy thoughts

type of thing this is like the real deal

like what it's actually like in the

trenches and how to craft a million

dooll mindset that will actually carry

you through the ups and downs of running

a business and not like make you crumble

as soon as you know hits the fan

which it inevitably will so we're going

to be answering the following questions

first is what is our mindset why does it

matter and how can we change it and uh

use it to our advantage how can we make

it work for us instead of against us and

when a lot of people hear the word

mindset they think of either one of two

things number one is the secret or

something to the effect of the secret

which is basically if you think hard

enough about something if you put it out

into the universe if you place your

order as they called it but in a British

accent that I not going to try to do

then you'll get what you want and things

will be happy and pretty much all you

have to do in the secret is just place

your order sit back think about it

enough and it'll happen no real action

involved just think happy thoughts and

happy things will happen which I think

there's something to that but it's

obviously missing a massive piece of the

equation which is the energy focus and

strategy to actually get that thing I

think thinking happy thoughts is great

positive energy is a real thing but you

have to actually apply it at the end of

the day which we're going to talk about

that in a second and the other side the

alternative mindset definition that a

lot of people are familiar with is the

one that you hear from a guy like this

somebody in their garage with a

Lamborghini and they're telling you how

to like turn your mindset into a grind

set or this guy which again just like

there's some legitimacy to what the

secret says there's some legitimacy to

what they say but by and large it can be

pretty problematic because there's not

really like a gray area or like room for

interpretation how they teach it to

people and a lot of people take it that

way it's just like grind hard enough

work hard enough and you'll get there

which can be problematic for a lot of

reasons but if you're anything like me

when I was first starting out running a

business I was trying to learn from

people like this and it was just

frustrating because none of it really

seemed applicable it all felt like very

esoteric and it just left me feeling

like this guy ready to flip my desk

feeling like I was getting nowhere and

I'm like I thought all the happy

thoughts I turned my mindset into a

grind set what the hell am I missing and

that's when I finally came up with my

new definition of mindset the thing that

has carried me through all these years

and that is the default operating system

that underlines everything we do and the

metaphor that I use to explain how this

works or at least in my own experience

is your mindset is kind of like boating

with the current versus against it if

you're boating against the current like

if you have your energy your focus your

strategy are all in line you've got the

boat put together you got the engine and

you're going going in a Direction but

the momentum of the water motion of the

ocean is going against you and when

you're doing that it doesn't matter how

hard you're working how hard how much

you Throttle Down the boat is still not

going to make much progress compared to

if you do that exact same thing but you

go with the momentum of the ocean you're

going to be flying and I would say the

single thing that has served me the most

over these years is having a positive

mindset that has helped Carry Me Through

like the toughest of times and the

reason that mindset is so interesting

and challenging to tame is that it's not

all conscious to us like we're not fully

aware of the underlying thoughts

feelings and like tendencies that we

have it's kind of like the saying like

everybody's open to changing their minds

except for the beliefs that they believe

strongest and those we never think to

question it's something I just butchered

it completely but it's something to that

effect that things that we're conscious

of were open to like evaluating and

thinking like a good examples like going

to the gym I'm consciously aware like

yeah I didn't go to the gym I should do

that but there's a million things under

the surface that I'm completely

unconscious of that are driving me on a

day-to-day basis but our conscious mind

is the 10% it's the tip of the iceberg

it's things like our critical thinking

logical thinking short-term memory our

willpower like all the dopamine stuff

that we were talking about and the

conscious mind tries to use this

willpower to control our behaviors

habits and beliefs but loses it out to

the subconscious mind because it has so

much greater influence and the reason

we're talking about this and why this is

extremely applicable in an e-commerce

course of all places is that if we have

the best strategy like the best ads

products Niche like everything and we

have energy we have focus and we're on

the right track but if this 90% of our

subconscious mind our beliefs our

creativity our developmental stages

emotions feelings habits addictions

imagination intuition all of these

things if they're working against us how

far can we really expect to get if as

soon as stuff hits the fan as soon as

our ads have a down day our mindset

defaults to you're an idiot for even

trying this how did you think this was

going to go like yeah you should just

throw in the towel now if that's going

to be our mindset when stuff hits the

fan we might as well just not even get

started we might as well save ourselves

the time forget the mental masturbation

of feeling like oh I'm starting a

business I can tell my friends I'm an

entrepreneur oh I got my LLC might as

well just save all that time cuz it's

all going to go to nothing unless we fix

this piece and to put this in an even

greater perspective here's a really

interesting excerpt from The robbert

Walter's group so your brain can

consciously process about 40 pieces of

information per second our unconscious

mind you had to take a guess how many

pieces of information I know it's on the

screen now but me I would have guessed

like maybe 100 200 it's 11 million just

for fun I asked chat GPT to generate a

visual representation of 40 versus 11

million this is what it came up with so

AI is not taking over the world quite

yet so now that we know that our mind is

infinitely more powerful subconsciously

than it is consciously a question that I

find really interesting to find the

answer to Is why does our mind do this

why are we built this way so once we

understand why we work the way that we

do then we can start to guide it and

make changes and start to use it to our

own Advantage so that's a question why

does our mind have a mindset or mental

conditioning like why does it process

95% % of the outside world

subconsciously rather than consciously

the reason for that comes down to this

again I'm not a scientist but in my own

experience and all my research this is a

pretty compelling answer that our brain

uses 20% of our overall metabolic energy

so our bodies are caloric conservation

machines basically we want to stay alive

and our body back from the caveman days

knows that conserving calories is one

way to make sure that we're around

longer so it knows that our brain uses

20% of those calories and to get it to

use less calories it tries to

internalize and run a lot of those

processes on autopilot things like

breathing and blinking and all those

little things that we never even think

to think about that's all run

subconsciously partially to save

calories but two it wouldn't be very

feasible for us to like if we had to try

to build a business while we had to

think about breathing and blinking

constantly now you might be asking Chris

why the hell does this matter

specifically why does it matter within

starting an e-commerce business and like

I kind of alluded to it matters because

what it says here we are literally

flying on autopilot 95% of the time

meaning all of the energy and focus

stuff that we've talked about that makes

up the 5% the underlying 95% is what

makes up our mindset and honing the 5%

is great but we need to take control of

the rest of this because we've already

seen how examples of how it can

undermine us and to give you a more

applicable example of this in your own

life if you've ever started a business

before You' ever felt like really

motivated to do something like maybe go

to the gym or start a new diet or start

an e-commerce business and you have a

surge of energy and motivation and

inspiration to do it and you go strong

for maybe one maybe two weeks and then

you burn out and you fizzle out if you

ever wondered why that happened the

reason for that is that during that time

it is your conscious mind that is

pushing you that you are aware of it and

you are pushing yourself forward but at

the same time if you haven't fixed your

underlying unconscious like your

thoughts beliefs patterns all of those

things they are as your conscious mind

is trying to go in this direction you're

getting pulled in the opposite direction

so they're adding odds and they are not

in sync with each other pushing in One

Direction you're like paddling on one

side this way paddling the other way and

you're just going to go in circles and

me person has happen has happened to me

dozens of times and every time that I

get to the end of the one to two weeks

of pushing hard on a new goal or

whatever it may be I get frustrated with

myself because I find myself slacking

off and I blame myself for it not

realizing that I was setting myself up

for failure from the very beginning

because I wasn't taking care of these

underlying thoughts feelings and

emotions that are pulling me in the

opposite direction so of course I was

going to fail cuz if underlying all of

the efforts you're making is an internal

thought process that you're an idiot

this is never going to work while are

you even trying if those little thoughts

as much as you may try to push them to

the side and like quiet them for the

time being if they're always there like

pulling little tears away from you

consciously eventually you're going to

end up hitting a roadblock like you

definitely will and you're not going to

power through it you're going to take

that as some kind of false validation

that yeah I'm an idiot I don't know what

I was thinking for these past couple of

weeks like I'm not really cracked up for

this you know I I should just go back to

where I was and that's how we get to

this so now for the good news news now

for the reason that we're having this

lesson is that we can control it we're

able to get that 95% working for us

instead of against us we can get that

current to be helping the boat along

rather than pushing us away and help us

on the path for real lasting change not

just in our business but in the rest of

our lives and in any habit or goal that

we set for ourselves so now we know what

a mindset is we know why that we have

one through the evolution we know that

it controls 95% of our life at least 95%

of our actions and we know that it can

work for us or against us so now let's

answer the question of what makes a good

mindset quote unquote good it's very

subjective thing but within the context

of business at least within my business

experience first thing that makes a good

mindset is having a win or learn

mentality meaning when these challenges

inevitably come up the most successful

Entre r preneurs that I've seen that

either through meeting them or observing

them they have a win or learn mindset so

if something bad happens they are not

lose viewing it as a loss they're

viewing it as a check the box learn that

lesson not going to make that mistake

again and then they get right back on

track yes it sucks yes you know they

might beat themselves up for a minute or

two but the overarching and the

overriding thought process to them is

it's just part of the process and that's

something that I am constantly telling

myself is on those down days is like

thank God that it's this hard because if

it wasn't then everybody would be doing

it and if everybody was doing it then

there wouldn't be an opportunity and I

would have to get a 9 to-5 basically so

I'm almost I try to trick my brain into

like being thankful for those challenges

compared to the wantrepreneurs the

people that kind of like mentally

masturbate to starting a business for

like one or two weeks and then you know

they go into remission and then they

come back out and like do it again and

then you know regress like which if

that's you great just admit that to

yourself and know that it's possible for

you to break out of it if you address

this mindset stuff that we're talking

about now those people whenever they

come up against a challenge or something

or something bad happens in the business

they view it as a win or lose and it's

either something good happened to me or

I lost money it's bad there's nothing

good and when that happens like you're

going to have ups and downs and you can

either make make those ups and downs all

UPS so then you're just like constantly

going up up up up up or you can make it

like this and then you're just going to

stay in the same exact spot and never

really make any real progress the next

piece of a great mindset that I've

learned about pretty brutally over the

past couple years is this concept of

extreme ownership it's from uh Jo o

willink I'll show the book in a second

but the best entrepreneurs take complete

in total ownership for every area of the

business everything that happens and not

just within the business but within

their entire lives really like if

something if an employee messes up in

the business and it causes you to lose a

lot of money a entrepreneur would blame

them and say they're a bad employee like

they're ruining my business like they

should get out of here which maybe they

should get fired like that's neither

here nor there but somebody who has an

extreme ownership mentality sees that

that employee messed up and they take it

on themselves they say that this mistake

happened because I didn't train them

enough or I didn't manage them close

closely enough or I wasn't supporting

them and checking in more consistently

or whatever broke in the business I

should have laid the groundwork so it

was easier for them to handle and as

challenging as it is to kind of flip

your mindset that way and like look in

the mirror it's challenging because it

makes you realize your own flaws and

Imperfections which as humans we don't

really like to do we like to just

pretend like I'm perfect they're the

ones that are messed up not on me that

can only take you so far and I'm saying

this from personal experience the times

where I've made the greatest strides in

my life in my business personally is

when I take complete ownership for

everything that's happening in my life

and realize that I am the direct cause

for everything that is happening to me

for me all around me it all comes back

to me which it sucks like looking in the

mirror like for example we had our

Facebook ad account uh the performance

just started crapping the bed overnight

ended up losing like 1,500 bucks in like

2 days and the brand before that was

making like one one to 2 Grand a day in

profit it was a big flip and my initial

reaction is well Facebook sucks

Zuckerberg sucks like their algorithms

messed up like why are they like they're

clearly testing something that's not

working out like they should refund us

advertisers cuz I saw a bunch of other

people struggling with the same thing

that's my initial like kneejerk reaction

then after a split second I realized

what did I do to contribute to this how

did I put myself in this position and I

think well I could have Diversified our

traffic channels like if we weren't so

dependent on Facebook ads then I

wouldn't have you know been in this spot

where Zuckerberg has like has our

business in the spot that it does I

never invested the time into that okay

that's number one number two I could

have been watching the ads more closely

and made changes sooner I never set up

like automations or kill switch rules to

turn it off and prevent like a stop loss

basically I didn't do that number three

I have done some work in the ad account

I could have Diversified it a lot more

could have launched like a 100 times as

many creatives which not certain that

would have prevented what happen but it

probably could have helped and I could

have hired an agency a consultant see

how it goes from Facebook lost me this

money which it's very easy as a side

note Facebook is always it's can be

annoying but you know Facebook giveth

and Facebook taketh but I could be

thinking like just pointing the finger

at Facebook but where does it leave me

after that event is done after I've

performance is back on track what if I

really learn from that it doesn't do me

any good by pointing the finger at

Facebook and saying it's all their fault

instead I have to look in the mirror and

point at myself and say what did you do

to cause that which like I've already

said it sucks and it's challenging but

it's extremely empowering and it takes

back the power from any situation into

my own hands and it takes me from being

a business owner who just points all

around me and says like it's their fault

it's their fault to it's all on me me

like I up pardon my French but I

messed up and I could have been better

which that's the Crux of it admitting

that I had a shortcoming there was a gap

in my knowledge now seeing Point number

one it's either win or learn mentality

so rather than beating myself up and

going the other way and saying how much

I suck I say yeah I made a mistake I

could have done more but I've learned

from it and now moving forward I'm going

to make sure that that doesn't happen

because I'm going to do X Y and Z all

those things that I just w battled off

I'm going to implement those things so

that this doesn't happen again so and

that's like a very micro decision like

it's a knee-jerk thing that if I wasn't

abundantly aware of my mindset and my

underlying like motivators and driving

forces then I would have just had the

like all that thinking happens within a

split second for all of us not just me

like I'm nothing special it happens for

all of us it's like thing happens I

react it takes like a an abundance of

awareness around your mindset to realize

like why did I react like that is that

the right way to react and just from

Catching ourselves over time that's how

we can slowly start to change our

mindset by evaluating and like grading

ourselves on how we're thinking through

things that happen and course correcting

ourselves so extreme ownership is a big

big piece that makes an entrepreneur

successful the next thing that makes a

great mindset for entrepreneurs is

having a strong motivator like thing

that we're trying to get towards and

thing that we're trying to get away from

now they did this study rats where they

had them in a cage and they put cheese

at one end and then they tied a string

around their tail and put it to a scale

so they could measure how hard the rat

was pulling and what they found is that

when the cheese was put in front of the

Rat they would open the gate and it

would start tugging towards the cheese

and then the second time around they did

the same thing tied the tail put it to

the scale cheese and then they added

behind the mouse they put the scent of a

cat or a predator of some kind and then

they removed it triggered the smell and

the mouse started pulling like two to

three times as hard when it had

something that it was trying to get away

from compared to when it just had

something that was motivating it the

reason I'm bringing this up is that I

think a lot of times as entrepreneurs or

starting a business it's easy to think

I'm just going to make enough money to

buy a boat I'm just going to make enough

money to you know uh retire my parents

I'm just going to make enough money to

buy a Lamborghini or whatever it is for

you and that's good that can be motiv

ating but the people who have the best

mindsets the mindsets that like carry

them through everything have a really

strong why and a strong why comes down

to having something that you're pushing

towards it's extremely incentivizing and

enticing to reach that point called

Heaven Island and you also at the same

time have a hell Island and that hell

island is the thing that if you end up

there it'll be the most painful

experience of your entire life you would

do anything to get away from it and

until you have that motivator and you

can lock that in as this is why I'm

doing it I recommend writing this down

like what is that Vision that goal that

dream that you want to reach that's 5 10

years away what does that perfect life

look like to you and then make sure that

this business model like back fills and

like reaches that that goal for you but

then at the same time imagine your life

exactly how it is right now if you made

zero changes you didn't improve like

your health your relationships your

mindset if you made no changes at all

what would your like life look 5 years

from now what would it look like 10

years from now and even what would it

look like 30 years from now normally if

you're like honest with yourself enough

at least for me it was extremely painful

and this is really important exercise to

go through because in the day-to-day

like the micro changes in our lives it's

very difficult to detect the like the

current or the underlying like direction

that we're heading in when you just look

at the micro just from yesterday to

today I got like .1% worse like I did

didn't exercise I didn't work out I

didn't do anything for myself I got .1%

worse but just looking at yesterday it's

not a big deal but when you sit down and

think okay if I get .1% worse for the

next 30 Years what does my life look

like looks pretty damn shitty when you

think about it like that and then it's

like okay well am I going to wait a

month a year 10 years to make a change

when am I going to make a change am I

going to do it why would I wait now you

have the smell of the cat behind you now

that's the thing that you're running

away from and the key to this is it has

to be real it has to feel tangible you

have to be able to like like smell what

it would be like if you go 30 years

without improving anything and only once

you feel that pain that that terrible

future that you want to avoid that's

when you have something that is strong

enough that will carry you through and

the reason that this is under mindset is

that that's the kind of thought process

that your body like once it feels it you

know it it's driving you at all times at

all points so that the days where you

sit down and you don't feel like working

or you just wanted like go lay on the

couch or something bad happened or like

you launched a new product and it didn't

go well all those little things that are

going to detract you none of that stuff

matters when you have this and it's

strong enough you can plow through

anything and then you tie on top of that

you have a winner learn mentality you

have extreme ownership in your business

you're the kind of person that it

doesn't matter what the business throws

at you you're going to get it done

you're going to improve you're going to

progress and reach that goal come hell

high water because you burned the boats

and the fourth way to improve our

mindset is to adopt a policy of 100%

honesty this may seem like you know more

of a relationship building thing but I'm

talking about yes 100% honesty with all

people in your life but even more so

more importantly 100% honesty with

yourself and what I mean by that is

having contracts with yourself that you

stick to so that you can start to trust

yourself and subconsciously you trust

yourself as the kind of person that you

do what you say you're going to do and

the tra of entrepreneurs who get started

and then end up you know petering out

and just end up back in their comfort

zone remember back to the back to where

they were they tell themselves like

Little White Lies like little like fairy

tales like again I keep using this term

but the mental masturbation of like oh

yeah I'm I'm going to work I'm going to

yeah this will be nice and they let

themselves like mentally fulfill the

goal like check the box of reaching the

goal just by thinking about it and like

pretending it's kind of like if you ever

met somebody who like when they they go

on a diet first thing they do is they

tell everybody about it the reason

they're doing that is that they're

getting the dopamine release of feeling

like they reached the goal without

actually reaching the goal and they're

kidding themselves they're lying to

themselves they don't have 100% honesty

with themselves and they're prioritizing

just feeling good rather than actually

reaching the goal and while yes that

hurts the opinions of other people

around you far more importantly is it

hurts your opinion of yourself your own

self-image is tarnished every time you

break one of those little micro

contracts with yourself so while you

don't have to be super human we don't

have to work 12 hours a day every single

day grind set to or mindset to a grind

set there's going to be days where you

just don't feel like doing it at the

bare minimum and this is something that

served me extremely well at the bare

minimum when you're making that

trade-off decision of watching TV

instead of doing some work that you know

you should be doing just being aware and

being honest with yourself and not

kidding yourself that there's some

legitimate reason for you to not do what

you should be doing other than you just

don't feel like it and this is like to

recharge your batteries or whatever just

be brutally honest with yourself and

call a spade a spade that's what it

comes down to don't feed yourself these

little lies of you know I'm too

tired oh I don't have enough time it's

you do have enough time you're

too tired maybe but that's because

you've been eating like you haven't

been going to bed on the same time

you've been drinking alcohol before bed

like you're not taking supplements to

help your body like like you're watching

TV right up until the second you go to

bed so of course you're tired so don't

kid yourself and lie to yourself by

saying that oh you know I'm too tired

it's it's out of my control because it

is in your control everything's in your

control you are the direct product of

everything in your life like or

everything in your life is a direct

product of you and nobody else doesn't

matter what happens to you from you like

it's because of you and just don't kid

yourself I'm getting fired up as I talk

about it because this is a conversation

I've had a lot with myself

like and it's one of those things that

as I've you know grown older thought a

lot about that there really are no

legitimate excuses um it's just bad lies

and so that's why I've adopt 100%

honesty policy with myself and that

alone has changed my mindset in drastic

ways cuz now I know that I can trust

myself and even when it's not easy

especially when it's not easy I will do

everything within my power to do what I

said I'm going to do long after the mood

in which I've said it has left me and

here's the book extreme ownership that I

was talking about by Joo willink and

Leif Babin it's amazing book highly

recommend it and really take this to

heart that if you go through like this

book or start adopting these mentalities

of 100% honesty extreme ownership the

winner learn mentality you going to put

yourself in such a better spot for

long-term success it's going to be

uncomfortable it's going to take looking

in the mirror and not liking what you

see that's a big that's a key part of it

that is the thing you're going to look

in the the mirror and if you adopt these

mindsets you're not going to like what

you find looking back at you because

there's stuff that you've just been

shoving in the proverbial closet that

you don't want to deal with that's

exactly the reasons that anytime you've

gone to start a business in the past or

tried something out or tried to go on a

diet that it hasn't worked out it's

because you have that stuff that's

eating away at you and you don't have

the winning mindset that can carry you

like with the tide rather than feeling

like you're working against it and now I

don't pretend that re wiring 95% of our

subconscious Minds is an easy thing by

any means it is a work in progress I'm

far from perfect but it just takes

continuously showing up and knowing that

if you do it day after day if you adopt

these mentalities and you like try to

really practice them and practice

self-awareness it will be the most

valuable thing you ever do in your

entire life but it does take time just

like anything that's worthwhile and it's

little things down to like use like the

terminology that we're using like using

positive language and not like shoting

on ourselves and saying words like oh I

always mess this up I always mess up the

ads like I I have no idea what I'm doing

and just re because your subconscious

mind like hears that and internalizes it

and thinks that it's true even if you're

joking I wouldn't even use any terms

like that even in a joking manner

because subconscious mind internalizes

that and thinks that it's true it

doesn't know the difference so rather

than saying oh I always I mess I always

mess up the ads or I suck at ads say I

currently struggle with or I have a big

opportunity for improvement on the ads

just the way you phrase that it like

changes everything it changes it from a

negative like down in the dumps like no

win scenario to oh my God I have an

opportunity I have a huge area for

growth how cool is that removing the

negative language from our daily

vocabulary makes a big difference and

that's one of the things that if you do

it for long enough it just becomes like

hardwired into you and over time it gets

a lot easier but each of these mindset

tools that we talked about it took me

years to get really good at them but

hopefully they're useful to you and it's

stuff that even if you're not perfect at

it right away you can just be aware that

will serve you well and if you ever feel

like frustrated with yourself or down in

the dumps or like knocking yourself that

you know I I don't know what I'm doing

or feel like turning back just know that

everybody everybody who has ever started

a business or done anything challenging

at some point in their Liv

comes to that point the point where you

can either turn back or you can take the

leap into the unknown and that's where

true growth is found the intersection of

pain and change is where you find growth

and that's pretty much the mantra for my

mindset I know we went in a lot of

different areas with this but hopefully

this has been helpful and thanks for

watching I'll see you in the next lesson

[Music]

so this next module is going to be all

about laying the groundwork for our

brand by choosing our Niche coming up

with our brand identity our name and our

logo and then we're also going to be

doing some product research and what's

exciting about this module is that this

is the point in the process that a lot

of people skip right over they just go

right from okay I'm going to start a

print on demand company to all right I'm

going to make designs they just go right

from that to that and what we're going

to be doing here is giving us a huge

huge leg up a massive advantage over all

of the competition because all of those

people that just start launching

products and basically hope for the best

they're not going to be building an

asset they're not going to be building

brand Equity whereas we are going to be

building something that people identify

with and actually represent something

for example yoga stay I took a lot of

time to do market research to choose

yogis or yoga lovers as a good Market to

sell to for all the reasons that we're

going to visit in this module and then

we built a brand IDE identity around

that like our brand voice our logo our

type of like copywriting that we used

all the stuff that is relatively simple

to do it's just a matter of making sure

it actually gets done because once you

get started it's 10 times harder to try

to backtrack so we do all the stuff up

front to make sure we have a passionate

audience that is large enough that we

can scale into it very profitably and

build a really nice siiz company and

then we come up with a brand identity

that represents something and then we do

product research to see what is already

selling to those people so that when we

get to the design creation phase of the

process we already know who we are who

we want to sell to and we know pretty

well what those people like to buy so

you can see how this is a crucial piece

of the equation that we really don't

want to overlook and we're also going to

be taking a quick look at some example

very successful print on demand stores

to give us kind of a basis for

comparison basically we're getting all

of our ducks in a row doing all of our

research I'm going to walk you through

the process of what makes a good Niche

what makes a good brand and analyzing

these other print on demand stores so we

can see what makes them so successful

and what can we learn from them so by

the end of this module we're going to

know exactly who we're selling to who we

are what our brand represents our logo

we're even going to set up some of like

the admin stuff like our branded Gmail

account and Google Voice numbers so that

everything is legit and looks really

high quality when we go to actually

launch a store so without further Ado

let's jump into the module

[Music]

in this lesson we're going to be looking

at examples of top print on demand

stores and learning from their best

practices a good frame for this is this

quote from Tony Robbins which is Success

leaves Clues go figure out what someone

who was successful did and model it

improve it but learn from their steps

they have knowledge and this is a really

powerful quote very simple but time and

time again in growing e-commerce Brands

when whenever I'm not sure of a

direction I should go in or I have a new

idea in the beginning I would just go

and try to do the thing and was like

50/50 if it would work out or not and

over time I learned that hey there's

already people doing this kind of

business so why not just go learn from

them and a challenge a lot of times is

okay where are these people how do I

actually learn from them that's what

I've gone ahead and done for us is

aggregated all of that so what we have

here on this mirror board that is linked

somewhere around on this video is a list

of 10 of the top print on demand apparel

companies on the internet like the top

companies that I could find basically

I've gone through their entire checkout

process bought test orders from all of

these companies looked at their social

media accounts where they're getting the

traffic from what their product

cataloges look like and then organized

it all in this grid so that you can

easily see it for yourself and what

we're trying to do is again these are

all eight fig plus companies like

they're crushing the print on demand

apparel game and while we're not going

to build a brand like this right out of

the gate there's commonalities that we

can see and we're going to talk about

here in a second between all these

Brands so that even as we're starting

off with just our little baby brand we

can learn from these things and we're

not making our decisions within our own

brand off of Just guesses or hopes we're

literally looking at the best of the

best and we're not just looking at one

cuz one is a an accident twice is a

reoccurrence but if we see it across

five six seven Brands then it's the best

practice and it's something that we can

confidently say would be a good idea to

add into our brand at the right point

which we'll talk more about that later

but to go through the list so there's

into the am wicked clothes red bubble

which everybody's familiar with Wicked

clothes and into the am are two examples

of really good brands Wicked cloes has

been around for a long time it's a very

Niche Gothic store into the am started

off as like EDM Rave clothes now they've

expanded into like shorts and hats and

other products kind of like built type

shirts red bubble everybody's familiar

with te public they're a little bit

different they sell all kinds of

different artists designs if I'm not

mistaken but they're another good

example Teespring this is kind of like a

storefront it's not quite a brand but

we're looking at this one more so for

like how they optimize their pages and

that's what we have across the top we

have their homepage collection Pages

product cart their traffic what their

ads look like which I love this part

it's always cool seeing how they're like

actually getting people to click and

then what their social media presence

looks like But continuing down the list

we have designs by humans threadless tea

Fury busted te's which this is a great

example of a company that started off as

just print on the man t-shirts and like

quickly has grown to be massive and I

actually have another mirror board where

I got on all of their email lists to see

exactly what their email flows look like

and there were a lot of commonalities

there as well and there's spreadshirt

and quty so not going to go through all

of them obviously you can do that on

your own time but we'll just go through

one of these stores and as we're looking

at these I'll just talk through what I'm

looking at what jumps out at me first

we'll start on the homepage even though

the homepage for the sake of the brands

that we're going to be building is like

the least important at least in the

beginning cuz we drive all the traffic

to our collection page but on their

homepage this was done during labor day

so they have a big banner very simple

product images on white backgrounds they

do a couple of bundles so that's

interesting they have a brand t-shirt

zoom in see if you can see that more but

it's just their logo that's the kind of

thing that once you're around for a

couple of years people start buying

that's the goal is for people to want to

buy just your logo on a t-shirt that

means you're doing something right and

you built actual brand equity and then

down here they have shop by theme so

their Niche like I said it was like

festivals and like these kind of people

down here like younger to middle-aged

males they have their different

collection themes they have a y shop

here again pretty simple you'll notice

like all these pages are fairly simple

they don't need to be anything big and

beautiful they just convert really well

all right so moving on to their

collection page which The Collection

page is essentially just a big list of

your products and here first thing I

noticed is they have everything quote

unquote discounted meaning they just

have a compare app price that's set to

$25.95 and then their actual price is1

1946 I haven't checked on their site in

a while but I'd be willing to bet that

they are always always running a

discount or a sale next thing I noticed

is their price point it's relatively low

but more on that in a second I believe

that they're one of the stores that they

do a gotcha type of thing it looks low

here then they Jack it up later so

that's interesting another thing I note

is what their mockups look like so

they're pretty close to using the

standard just white background mockup

some stores do what Wicked clothes or

Wicked wear is doing here where they

show the design and no mockup you see

the mockup like when you click on it go

to the product page and then red bubble

I got to be honest red bubble is my

favorite layout of sites I would love to

hire a developer to build it's custom

coded it's not like Shopify or anything

so it's just interesting scrolling

through and seeing what the top sites

like what their mockups look like I

digress uh so like I said they expanded

into some other products like they have

underwear button-ups hats that's the

kind of stuff that we'll get to later on

they didn't do that for years until

years after they launched so we got

discounts clean white backgrounds they

got neck tags which is cool notice how

they name all their products they put

the word t instead of t-shirt just minor

things but that kind of stuff adds up

seems like their best sellers like their

bread and butter are these graphic

shirts with this space like trippy theme

and like I was saying it's important to

look across the board at all the top

brands not just one or two cuz if we

just look it into the am we're like all

right we're going to replicate that so

they have some shirts with their logo on

it okay I'll go make those if you're a

brand new store nobody's ever heard of

you nobody is going to want just your

logo on a pocket that's like down the

road so that's why we look across the

board at seven or eight Brands cuz be

willing to bet into the am is one of the

few that's doing that and then it's

important to look at what their mobile

optimized page looks like it's a lot

lower quality as I took it on my phone

so they put two products side by side

they don't have a call to action button

on the collection page which is

interesting some stores do that they

show the color swatches yeah pretty

simple Banner is their discount I be

will to bet that normally that's like a

free shipping bar and then next up we

have their product pages so what can we

learn from this page first of all they

have their social proof right at the top

their social proof says 11,000 reviews

what they've done is they aggregated all

of their reviews across every t-shirt

design sold so that's kind of

interesting but the most important stuff

to note is above the fold it's very

simple very clear call to action button

stands out nice and clean the

description very short not very wordy

they have some nested options like if

you want to learn more about these you

click that pops out out they don't just

list all that text and they have their

other brands versus them so they have

the trust seals talking about their main

selling points and then an important

thing is they have a bunch of cross

cells and frequently bought together

options and then they have a bunch of

customer reviews and then down at the

bottom they have a scrolling add to cart

button and we'll talk more about the

product page on the mobile view this is

just an error with the screenshot so

ignore the the blue image but yeah above

the fold nice and clean add to cartp

button I don't think the scrolling ad to

cart is showing up in the screenshot but

if I was to scroll down to here the add

to cart button would pop up here and

notice how the majority of the page is

taken up by bunch of other cross- sell

products the reason for that and that

you'll notice that theme across all the

brands is that people who buy T-shirts

they're just shopping they're browsing

around like they're there as much for

the interest and appeal of like just

browsing through something kind of like

scrolling on Tik Tok as they are for

actually buying the shirt so they want

to see lots of options they want to see

variety and you want to make sure you

put that in front of them on every page

possible then there's their customer

reviews if you want to get like really

down into the weeds we could even see

exactly what apps they're using a site

called builtwith so this is builtwith

dcom you just type in their URL and it

shows you every software that they're

using you can do this for all the

different websites and this is just good

for as you're deciding like on like a

new review app or anything like that I

used to just go sign up for all of them

and try out everything cuz they all

sound so good now if I ever see a new

app or something I first go look at

these sites on builtwith and make sure

that hey are other top stores actually

using these things and if they're not

then I slap myself on the wrist and say

forget about it but we can see they're

using clavia for email attendant for SMS

grin loads out never heard of that North

beam that's analytics tracking super

ship I'm guessing that's for like

pushing updates and stuff then you get

down into like their tracking pixels

there's Tik Tok then these are the

Shopify apps or widgets so search search

and eyes that's something for their

search bar aimtel push notifications

okay that's like we use push out for

that stamped that's their customer

reviews captures errors it's interesting

yeah so these are like much more buildup

stores like we we don't really need any

of this for just getting started tap

cart okay so that's a mobile app builder

and there's a lot of these that show up

for just every Shopify store that you

look up it doesn't necessarily mean that

they installed it specifically they're

on Shopify plus which means they're

paying two grand a month like all the

big stores do they use recharge for

subscription payments they use afterpay

for delayed pay installments they use

gorgeous for their customer service they

use help docs for their FAQ section they

use refersion another affiliate tracking

so that's interesting use Google

remarketing bounce X that's interesting

I've never heard of that one see you

find cool stuff all the time by just

watching and seeing what these top

performers are doing like they have

spent millions of dollars optimizing

these sites so let's learn from these

Twitter ads okay we could go on and on

but let's get back to this so that's

what similar web is now onto the cart

and checkout page I didn't mention this

earlier but this is just each step in

the funnel homepage collection page

product cart checkout post purchase so

their cart when you add a product see

you clicked add to cart it pops out a

sidebar there's the cart drawer there's

a popup that pops up in the center of

the screen or you can actually take them

to a cart so there's like three or four

different cart layout options and we'll

cover all this in the Shopify setup so

you just learn from this and know that

this is here as a resource to refer back

to checkout yeah they do cross sales in

cart that's where they mention their

afterpay here's their free shipping

we're going to set this up later their

free shipping they incentivize people to

spend $100 to increase their average

order value much better margin for into

the am because it's cheaper shipping

it's much cheaper on a per Shure basis

to ship like three or four at a time

than it is to just ship one cuz shipping

is weight based so yeah good to see

they've cross cells and stuff then

here's similar web this is another one

of my favorite sites similar web don't

ask me how it works but it tracks and

reports on the amount of traffic that

sites are receiving and not only does it

show that it shows now obviously these

are estimates but in my experience from

comparing my site my actual traffic in

my analytics to what similar web says

it's relatively close it might be off by

like 20 to 30% but it's in the ballpark

so you can see what their view duration

is similar sites and then you can see

where the majority of their traffic is

coming from so they're like they're 56%

us they do a lot in the Netherlands you

can see their Market demographic and

then down here you can see where the

majority of their traffic is coming from

so we can see that 47% of their traffic

is coming from direct response which

when we first start off or direct

response is just direct traffic are

people that specifically search for

their brand word it can also be kind of

a catch-all category for stuff that

similar web is not sure about like how

to attribute the traffic but it's mostly

people coming back who have shopped with

into the am before or their friends or

family told them about it that's the

kind of traffic you want cuz when that

number is going up it's a good sign that

your brand is growing and By Word of

Mouth but it's good to see how these

sites are getting their traffic it's a

lot of Word of Mouth some referrals

which is like Affiliates or influencers

16% is from organic search so that's

somebody going to Google and typing in

like Festival graphic t-shirts and then

they're finding into the am ranks high

for the certain keyword you can even see

the keyword yeah here's the keywords

down here paid search that's their

Google ads that we're going to set up 20

2% is from social media so this includes

their social organic social profiles and

their paid ads so like Facebook

Instagram Tik Tok and then mail that's

their email marketing that seems

extremely low but it's possible and then

display advertising that's another

Google ad product as well and here my

personal favorite is where you can see

what their ads actually look like so if

you're sitting down at your ad account

and you're not sure like what kind of

creative should I test what performs

well what should my offer be what should

my ad copy

just go to Facebook ad library.com it is

a absolute Lifesaver it'll show you

every ad that they are currently running

and the way that we can really evaluate

if it's a good ad versus a bad ad is how

long it's been running for now you have

to throw out like seasonal stuff in like

one off promos but a lot of times you'll

be able to find ads that they've been

running for weeks if not months and

you'll normally find a lot of

commonalities between their ad copy

across ads cuz as we're going to talk

about in the ad section we find an offer

an ad copy that works really well and we

stick with it and then we really just

iterate on the ad creative like

different pictures videos that sort of

thing and a lot of times you can see

look they use this fire Emoji in every

single ad the perfect basic T perfect

basic T we can see a lot of

commonalities for example it's

interesting to me that they don't have a

URL in their ad copy anywhere again we

wouldn't just look at their ads we look

at all of the top print on man Brands

see what do they have in common what

types of offers are these guys using

what are their videos or ad creatives

look like and we build like rip it off

and copy it like see what the best

practices are are they driving traffic

to the product page or the collection

page that sort of thing and lastly we

have their Facebook and Instagram pages

so we can see what their branding and

overall look and feel that they're going

for is this is useful for a number of

reasons your Facebook and Instagram

pages are going to be like our last

order business we'll set them up to be

basic but we're not going to be using

these as our main traffic driver but

it's still good to see what are their

posts a lot of these Brands just do this

pictures of designs pictures of people

wearing their products that sort of

thing now you have a giant database of

best practices so anytime you have a

question in your mind later on before

just throwing in the group or something

or throwing your hands up always go

check what are the top sellers doing and

this again not just for print on demand

for any business or industry this is a

great way to get started way to get

started it's not a way to become the

leader in an industry the leader

typically has to be innovating in one

way or another but it's very possible to

build a seven figure brand just off the

backs of the best practices that you

learn from this spreadsheet anyways

that's it for this lesson and I'll see

you in the next

[Music]

one all right let's choose our Niche

what Market of people do we want to go

after good news is I have a lot of

experience with this I've chosen a lot

of bad niches so I can tell you exactly

what those look like and by process of

elimination I can also tell you what

good niches look like and also good news

we have several tools that will make

this much easier than just fingering the

wind hoping for the best type of thing

so we already talked about what a niche

is we're not going to talk about that

again but I'm doing this alongside you

literally building a brand with you so

whatever Niche I pick don't pick the

same Niche please uh one because I'm

already doing it let's diversify but two

there's a th% going to be a bunch of

people that rip off this store cuz I'm

actually going to run it and get it

profitable and people are just going to

copy paste it and if you copy me then

they'll be copying you too and it's just

like a weird downward slope that nobody

wants to go down so anyway picking a

niche way we're going to be doing this

is number one using this spreadsheet

here you might have seen this before if

you gone through the other trainings and

we're going to be augmenting this with

new AI that has come out since then to

make it pretty pretty easy overall and

our goal in doing this is picking a

niche that number one it's something

that we're in that we like to do if I

were to pick a niche like hunting I've

never been hunting in my life yeah that

could be a good Market to sell to but do

I know anything about what Hunters like

or like what's funny to Hunters or what

their slogans are no I have no idea so

number one we want to pick a niche that

we're in number two we want to pick a

niche that's super passionate we're

going to be using What's called the

bumper sticker test where we basically

think of if we've seen a bumper sticker

for our topic then it probably makes a

pretty good t-shirt Niche and same thing

with like tattoos people are getting

tatted up with like Yogi sayings Namaste

stuff like that that was part of the

reason why I chose yoga stay and then

we're going to narrow it down out of our

list of 5 to 10 to like two or three

niches then once we've narrowed it down

to those the way we pick the number one

Niche is by we're going to go out on

Amazon Etsy Redbubble and make sure that

they're actually products already being

served to that audience cuz if it's not

if there's nothing out there then it's

not like a good thing like Yay no

competition is a bad thing because that

means that there's no market for it as a

side note it's almost a good thing if

there is a lot of competition on these

marketplaces like Amazon Etsy Redbubble

because that's a sign that there's a ton

of demand and we're not going to be

competing with them at least not

directly we're going to be selling on

our own website driving our own ads

completely separate traffic so seeing

that there's competition on these

marketplaces is actually a good sign but

we'll talk about that more in a second

to get started you can go grab a cop of

this spreadsheet somewhere linked around

this video and you're going to open it

up and then go file make a copy cuz it's

going to be view only to get your own

version and it's going to look something

like this when you first open it and you

can just expand these sections to work

on it so just going to delete these and

this is where we're writing our list of

10 interests or Hobbies so for me I like

travel I like nature I like ice hockey I

like chess video

games working out

e-commerce that's not really a niche

though and if you're sitting there like

I don't have any hobbies yes you do

anything you like coffee drinking

hanging out with friends like just

rattle things off like stream of

Consciousness except for like e-commerce

like I just deleted pets I like my dog I

always feel so basic when I do this

exercise I like sleeping

not actually going to put sleeping but

you could actually think of some pretty

decent print on demand designs for

sleeping there could be something funny

there but all right if you're like me

and you feel super basic when you're

doing this you're like I don't have any

actual Hobbies then we can go over to

our good old friend chat GPT which if

you never use this before just go to

chat.

open.com and create an account I think

you can use the free version I think

it's 20 bucks for GPT 4 but the free

version works fine it's just like 3.5

it's basically the same thing so well we

can ask chat GPT which is we're going to

get into this a lot more later but it's

a cool to use AI tool youve probably

heard of before so what I'm going to ask

it is write a list of 30 print on demand

t-shirt

niches pet lover wow that's it stole my

list oh Foodies that's a good

one gaming and E sports sports teams and

athletes okay so this is good to talk

about some niches that we want to avoid

are things that are heavily trademarked

or would be like competing with bigname

Brands we wouldn't want sports for

example you can't really do that because

you could but like you can't do any

sports team names if you're doing nature

something to be careful about is that

all the national parks their names and

likenesses are trademarked so you can't

use those like you can't say like yosity

on a t-shirt or yosity National Park you

can't say that so stuff like that is

important to watch out for gardening now

Science and Technology could be

interesting beer wine spirits we also

want to be aware of topics that are

would be against Facebook's terms of

service like you can't advertise alcohol

or drugs or anything like suggestive

they've gotten a little bit more lenient

with politics but I also recommend

staying away from that because it's just

you have to jump through a bunch of

Hoops in order to actually get your

brand approved to run ads like you

basically have to prove that you're not

in Russia like running like political

ads trying to sway the election it's

what it essentially boils down to that

little fun piece got added after uh

Zuckerberg had to go on Capitol Hill

anyway so health and wellness that's a

good one astrology and zodiac signs that

could be good festivals and

holidays's copy a couple

entrepreneurship yeah definitely but a

hard time picturing t-shirt designs for

these local landmarks and cityscapes

national pride and Flags Okay so I I

need to add one more though I'll add

gaming all right so now we're going here

we check that off did that now we're

going to run each of the ideas through

the bumper sticker test which like I

said is I'm going to think through each

of these and think to myself have I ever

seen any of these on a bumper sticker or

on a tattoo then I'm going to narrow the

list down to two to three ideas so

travel I've already done that so I'm

just going to like cross that out ice

hockey it could be good but it's too

Niche and another good way to approach

it is think of like good markets are

like where the primary demographic are

both males and females that are

middle-aged in like their 30s 40s 50s

60s I just called myself middleaged for

the first time that was weird oh 40s 50s

60s we're going to adjust that but you

don't want to go after a group of like

teenagers or early 20s like people that

don't have money you want to go after a

bigger group and also a niche where

there's giftable like opportunities

which we'll see more what that looks

like in a second chess that's kind of

Niche I think board games could be more

interesting maybe combining these two

chess and video games into a just games

Niche that could actually be really

interesting somebody copy that I'm not

going to do that one but all right for

just games in

general figure out a better way to

phrase that later a working out health

and Fitness is okay I also like going

after niches where there's a humor

potential you can definitely do some

humor with working out jokes about

everyday is Leg Day stuff like that but

try to think of these things in the back

of your mind and as I'm going through

this I'm thinking like okay what are the

different angles that I could use for

pets pets it's been done so many times

it could still work but food I would

diversify I would want to add something

else like coffee or drinking that could

be a good one gaming and Esports I just

did that I kind of like the holiday

ones that are jumping out of me are not

that nature and

holidays I'm not totally sold on the

holidays one it's kind of seasonal but

we'll go through the process and see how

it goes okay so now the next step of the

process so we check off all these

collaps that run each idea through the

bumper sticker test did that narrow us

down to two to three ideas did that good

Niche equals unique but with a broad

audience so it feels like we're speaking

to the audience so so the example I give

is that hot yoga is like Bick Room yoga

that's too Niche it's too many levels

down but then yoga is good but then if

you just want General exercise that

would be too broad so you kind of want

the Goldilocks zone of niches let's try

to give some more examples if you're

doing nature and Outdoors probably that

would be like really broad but then as a

subset of that you could do people who

like the mountains as one but then you

don't want to do like people who like

nature mountains and then specific

specifically the Rocky Mountains and

that's all that you service to you want

it to be somewhere in the middle there

or if you did nature and then people who

like forests or flowers that would be a

good example but then you wouldn't want

to do people who like nature forests and

then specifically just rainforests like

that again would be too Niche this

process does not need to be that

challenging if you have 10 ideas and you

think they're all good just post them in

our community we'll give you feedback on

the ideas but don't get stressed out

about this it's something like we've

said one of the advantages of the

business model is that you can always

turn back and pivot and come up with a

different idea even if the ideas you

have written down there even if all of

them end up sucking or going to learn

from it and then your next idea will be

better I had a brand called royal cats

doesn't get much worse than that take it

from me you'll learn and get better each

time it's a new skill that you're

learning just like anything else so next

we can Google search to make sure that

it's a big enough market size we can do

the niche interest and Market size as a

search or even better back when I made

this AI was not really a thing at least

publicly accessible AI what is market

size for following pod Nations One

gaming video games slash board games to

what I do for two

nature and nature like I said I would

narrow that down but nature and then

like holidays holidays is like very it's

like very specific but I do like the

potential like cycle the collections

let's just do that let's see what it

says so we want to make sure that it's a

large enough market we want millions of

people holy crap I did not know that

okay so I meant people

wow all right somebody definitely do the

video game Market don't step into

trademark infringement territory but

that is crazy yeah don't do like Pac-Man

t-shirts and get into trouble also

obligatory disclaimer this is not legal

advice do your own research all that but

yeah that's crazy okay it didn't really

give me enough concrete evidence but the

target I know that these are big enough

the target range we're looking for is

like 10 million up ideally just in the

us alone I wouldn't do Bow Hunting I

would do something like more broad than

that but personally nowadays I like to

go after big markets I want the bigger

the better cuz I know that I can out

compete with people doing all the things

that we are going to cover in this

course I can now compete with people and

build in just about any Market I avoid

things that involve trademark

infringement and stuff like that or

something that I've already sold in that

I'm bored of but yeah by by and large

you don't have to worry just go bigger

cuz then you can always niche down like

for example if you start off with like

nature you can go broad test out a wide

variety of different products like you

can do like I was saying mountains

versus Forest you don't have to decide

that up front you can launch designs for

everything that's the good thing about

selling on Shopify there's no like per

product listing fee so you can launch a

thousand if you feel like making that

many we aim for like around a 100 but

you can make five for Mountain lovers

five for hikers five for campers and

then see which ones do the best and then

go down that rabbit hole it's kind of

like what content creators do too like

when they're starting out they make

content about everything then two or

three out of their 100 videos will

really hit and then they'll just blow up

those two or three make a 100 more

videos about that topic a lot of things

that work that way all right now we're

going to conduct our market research and

basically make sure that people are

already selling to these I'm pretty

confident that we can say that for all

of these without even getting into it

but let's just do it for example sake

Amazon so first again we're just going

to these websites these Top Market

Market places and making sure that there

are already people selling to these and

if there aren't then that's a big red

flag and we should go find something

else to sell to video game graphic

t-shirts and then I put some

quantitative metrics here just to give

you something to shoot for we want to

see at least five different sellers you

can use jungle Scout which is like a

Amazon research tool if you want you

honestly don't really need it but we

want to see five plus sellers at least

20 different graphic t-shirts and then

we want to see three plus different

style and angles and this is a really

important piece to touch on is that we

want to make sure that there's like a

wide variety of different styles and

interest like sub niches kind of like I

was just saying like the mountains

versus Forest versus hiking versus

camping we like to see that because more

variety means more opportunity for us to

like iterate within those designs so

more variety is good like if I just saw

all these gaming shirts if it was just

like this or like this weird stuff like

this anime stuff I would not like this I

would have a this Niche is not me if

it's all anime stuff but oh I do like

seeing stuff like this this is 100% an

AI design so I like seeing that and it

has some reviews so it has six sales so

I like that's AI That's AI probably AI

borderline trademark infringement unless

they have some kind of yeah these two

yeah that's Nintendo that makes sense

and Brainiac they look like a legitimate

okay so this design is one that's great

I've used this on every store for ever I

like yoga and maybe three people I like

coffee and maybe three people I like

hiking and maybe three people any Niche

I don't care what your store is put this

shirt on and it'll sell well pretty much

guaranteed borderline that's definitely

trade okay that's Nintendo again so

anything that's Nintendo or trademarked

we just automatically like disallow that

but okay so back to what we were looking

at 20 plus graphic t-shirts there's

definitely that many uh one two three

four yeah we love seeing stuff like

this and this counts as a different

angle this is a different art style so

we have typography based we have just

graphic images we have funny like humor

we have line art just

monocolored we have ai generated like

grunge art so that's a different style

don't count that because that's

trademark don't count that that's some

game old school so I'm making a mental

note that there's a bunch of older video

game references so that could be another

angle 100% AI generated yeah somebody

somebody do a video game store after

going through this course and tell me

how it goes but not everybody 100% AI

generated wow this is pretty crazy AI

generated so yeah it definitely checks

all the boxes here so I'll say

five I saw like at least six different

styles I saw a ton of different

sellers one thing that I don't like is

this there is a lot of Nintendo and

Super Mario stuff to be aware of but

again the benefit of selling the way

that we are is we're not going to be

competing with them if I was an Amazon

Seller I probably would not touch this

Niche it it's just brand dominated all

over the place crazy dog that's a video

game company as well okay moving on to

next up we have

Etsy and we're going to

do and we're just evaluating the same

thing here so do we see five different

sellers there's one there's two but

that's crazy dog that's another big

video game brand blue green love so that

we'll count that as two three four see a

lot of these line art styles I would

definitely make one of these don't get

older my uh my needs are simple this is

another good example of a shirt that you

could sell in any

Niche this is another example of a shirt

you can sell in any Niche so yeah this

clearly checks all the boxes so there

are definitely more than enough Etsy

sellers do we see 20 plus graphic

t-shirts and these niches that I picked

are very broad so I'm very confident

they're all going to check the boxes but

let's give you an example of one that

was like really small like bow hunting

graphic

t-shirts yeah see okay so perfect so bow

hunting say that I was an avid Bow

Hunter and I really wanted that to be my

Niche so yeah hunt notice how with bow

hunting a lot of the designs are not

about bow hunting they're about just

hunting in general a lot of the top

sellers so it's like this that's just

hunting in general that's about bow

hunting I guess we'll give it to them

that's just about hunting that just

literally says hunt so yeah this is an

example and you might be like there's a

lot of hunting shirts there yes or

there's a lot of bow hunting shirts here

and yes that's true but you notice how

if we go back to video games all of

these are about video games there isn't

a single shirt on this front page that

is not about video games contrast that

to bow hunting and right here on the

front page the top results there's five

or six that are not about a bow hunting

which is just a bad sign another thing

we can do is sort by top customer

reviews yeah you'll see a lot of these

like bundles on Etsy they're always some

of the top sellers that I've seen but

I've never really Doven too deep into

that all right now let's look at the

nature Niche so I like the nature Niche

I love these like retro Styles like the

silhouette interesting thing about this

design is that a reason that this is

probably so popular is that this tree

line here that's not actually a print

that's just transparency so you can see

through the actual color of the

shirt see how the color of the trees

changes

we're going to talk about what makes

good high quality designs like what the

characteristics are so we can know what

to make but that's one of the things is

a precursor so there's Tree Art Freebird

that's just a song reference so I do

like the nature Niche a lot but it's a

little bit too broad it's also been done

a lot like you can definitely be

successful with it but it's like that's

that's confidence right there confidence

that you're not going to get sued by

National Park you don't want Smokey the

Bear coming after you all right so I do

like the nature Niche it's obviously a

massive market for it this is an example

of one that I would definitely want to

Niche down more than it currently is

it's just too

broad let's just do this let's have jet

prob 50 more be ideas let's see what

that comes up with in the meantime let

look at holiday so now we're looking at

holidays find your Star Wars I've looked

at the the Holiday Market before so I

know there's a lot of potential here and

something that could be interesting and

this is a way that you can get something

more original going is by kind of

combining two niches to create your own

sub Niche so an example of that would be

if you were to take video games with

like a certain type of art style or if

you were to take video games cross with

like Festival that would be interesting

you do it with two popular markets so

taking this kind of style that Festival

goers like which is one Niche and

combining it with topics for like video

Gamers that's how you come up with a

really cool brand like really unique

brand Wicked Clothes Like These Guys

these guys are very like edgy and Niche

very unique but they hit like two really

big niches which is kind of like gothic

art styles pop culture and then a lot of

humor mixed in there as well so they're

an example of a brand that's like kind

of mixed a couple together and come up

with something really unique so that

could be interesting combin finding like

festivals with video games just as one

example let's look at our list I've

already talked talked up video games too

much somebody's definitely going to do

that already so I'm going to take that

one out that would be a good one though

but what about like

Seasons oh that could be interesting so

if we were to combine the holidays which

I liked because you're able to like

rotate lots of Collections and like give

scarcity saying our Christmas collection

is launching soon our Christmas

collection is closing soon that sort of

thing like summer collection or July

collection what if we did that same

exact kind of thing but with Seasons I

liked the holiday aspect because I'm

able to do lots of collections but then

I also liked the nature aspect as well

because there's an abundance of nature

designs it's a massive Market but then

it's overdone and it's not that Niche or

specific but if we kind of overlay the

two and do nature with the seasonal it

of holidays and more specifically or

broader than holidays if we just do

seasons so if we did like a new

collection once a quarter one for winter

summer spring fall each one of those

Seasons as it's coming up people get

excited to get into the spirit of that

season and I start buying clothing and

then within those Seasons we can do

different holidays like a Halloween

collection all kinds of stuff which if

you're following what I'm saying it's

it's good because it's broad but it

feels specific and Niche and it also has

like urgency because a holiday is a time

sensitive thing now the downside is this

will require a ton of designs because

we'll need like basically 100 designs

per season at least and then by the time

we optimize a collection of like 100

designs there's a good chance that

season's already over we won't get a

chance to like take advantage of that

until the next season but we're in this

for the long game so and the other thing

is that using AI especially the software

we're making is designed specifically

for this kind of use case and these type

of designs it can do extremely well I

think that's what we're going to end up

doing we could do like winter collection

spring each of the seasons and the

holidays within it and a lot of these

patterns and style like spring people

associate with flowers and then fall

people associate with fall leaves and

then summer people associate with

sunshine and beaches and that kind of

thing now an important thing for us to

keep in mind is like what would the

branding look like how can we make it

something that people will feel drawn to

identify with like what's our mission

going to be could do some kind kind of

like environmental give back type of

thing it feels like a little flimsy

though I don't know we can figure out

something with that cuz we want the

audience that we're attracting to be

more than just people who are just you

know random t-shirt buyers we want it to

be people that are like actually going

to identify with like yoga stay was

perfect people were not just buying the

T-shirt they were buying into like the

mission like the Mantra of just breathe

like that kind of stuff this will have

to play with a little bit but we want to

make sure we have like a really strong

mission statement behind it but we'll

talk a lot more about that in The

Branding section but for now if you're

getting hung up on what Niche you should

be doing you're not sure is my Niche too

broad is it too specific just go through

this process if you think it might be

too specific easy way to solve that is

go through this make sure that there's

at least five different sellers 20

different products three plus different

styles or angles like different art

styles that shows you that there's

enough variety on Amazon then look at

Etsy Pinterest and red bubble look at

these sites make sure there's other

Sellers and if you can check those boxes

then great it's a good enough Niche but

if you can't and you're struggling like

these numbers are the bare minimums we

want to be seeing you saw those niches

we were just looking at they were

massive they had dozens if not hundreds

of Sellers and certainly thousands of

different products like that's the ideal

scenario because again we're not going

to be competing with them directly we're

going to be doing our own thing and if

you think your Niche might be too broad

go through this next section which we're

about to talk about which is your

branding I think through like okay what

could The Branding be would we actually

be unique would we stand out at all or

would it just be like another nature

store with random flowers and on it

so play around with it and again keep in

mind that it's not the be all end all

it's not the end of the world if you

don't pick the right Niche I picked

Royal cats first time around and look at

me now I got a blue light behind me so

we got our Niche we're going to do

seasons next up we're going to come up

with our name branding and all that kind

of good stuff

[Music]

and now that we've picked our Niche next

step is for us to come up with our brand

name and a lot of people over complicate

this process myself certainly included

when I first started I spent literally 3

weeks Fring about my business name it

literally does not matter at all I hired

a freaking Latin translator off of

Fiverr to translate long story short

what I ended up coming up with was sa

mut orbis the name was cabus which was

short an abbreviation for that which was

Latin for be the change in the world

wild the unnecessary brand never went

anywhere your brand name is worthless if

you don't actually have a brand behind

it so I think a lot of times as

entrepreneurs especially when we're

getting started and we get overwhelmed

by all this complex stuff that we don't

understand we tend to get hung up on the

little things that feel more tangible

but are significantly less important

than your product your marketing all

that kind of stuff so long story short

step one in our spreadsheet here is set

a timer for 5 minutes to make sure that

this doesn't take any longer than it

should next we're going to go to this

site bisame wiz.com and we're going to

type in the niche plus brand so I'm

going to type in

Seasons brand oh they updated this okay

so they're getting downgraded and

removed from the spreadsheet instead

we're going over to chat GPT and saying

come

up with 10 brand name ideas for a

seasonal graphic apparel

t-shirt PR on demand company that's what

I love about chat GPT you can just word

vomit on it print on demand company

yeah Equinox outfit Vernal

Vogue make more like number one

seasonal style works and a good name is

just something that's short memorable to

the point doesn't have to be over

complicated again set your timer for 5

minutes I like

having give 20 names with the word

seasonal in

it doesn't f

okay so it gave me a bunch of different

one these are all too complex remember

we wanted to be something a short sweet

to the point like yoga's original name

was Namaste collections we had to change

it in order to get the trademark cuz

they said it was too generic so I'm kind

of liking I like seasonal and the word

collections is just to the point

especially because we're going to be

cycling in different collections which

to clarify is not required you don't

have to be doing what I'm doing that's

just a strategy that I came up with

early here to cycle through the

collection so it stands out more but

it's definitely not like required by any

means you can do like just a coffee

store or just a wine store or just a

jogging store or just a dog store or

travel store vacation geography

mountains there's a bunch of more ideas

but I think the name I like is bringing

back the collections piece

seasonal it's kind of

wordy oh but chat GPT is a great idea

all right 5 minutes is definitely

up now we're going to go to name check

and if you type that

in now next step after we chose our name

where we have a couple of names we

narrow it down to we want to make sure

that the social accounts and domain and

stuff like that is all available for us

to go and grab and it doesn't have to be

exact like we can do seasonal

collections brand or seasonal collection

shop we can do a.co domain it really

doesn't matter the reason it doesn't

matter is because unlike most brands

where people navigate to their sites

from remembering hey what was the name

of that company and then they type in

the URL our traffic is going to be

coming almost solely from people

clicking on a link it's called direct

response we reach out to people and then

they receive a direct link to our

website to respond to so yeah this part

doesn't really matter or it matters but

don't get hung up on like if your exact

name is not available oh the dash there

we go

is anybody actually using

this oh and well that's pulling up

another example of why the name does not

matter is that little known fact is that

amazon.com that we all know and love I

love it at least was originally named

Kadabra Inc that's what it was

originally called and fun story he knew

that he had to change the name when he

was calling his lawyer on his way to

Washington as he was going there to

start the company he called his lawyer

and his lawyer misheard him and went

what' you say did you you say kadav and

Jeff in the podcast he lets out his

Infamous like evil villain laugh and

says and at that point I realized I need

to change the name so long story short

if the most valuable wow it's for sale

for just $3,000 that's amazing not doing

that

but we'll just have to get like the doco

or something but let's see so now down

here we can see if the usernames are

taken on different accounts so Shopify

is available it doesn't really matter

honestly none of these really matter

like I've thrown brand and shop and

stuff at the end of my brand names all

the time we we checked and saw that our

domain is not really available but I'm

confident we'll be able to find an

alternative like a doco putting shop

before it it's all fine checked checked

this one is important make sure that

there isn't a trademark for the name

there's a very very low probability that

anything would ever come of this but you

do want to make sure that you're not

violating anything seasonal collection

that's pretty close but the way the

trademarks work this is not legal advice

but in order for a trademark to be

enforcable you have to be or it would

have to be under the same class as us

which this is a cosmetic and cleaning

product class so that is not us

thankfully and I believe class 25 is the

class for apparel seasonal Festival

collection that's too different yeah I

wasn't really too worried because from

my experience of not being able to

register Namaste collections I didn't

think seasonal will be unique enough and

not for nothing registering the

trademark ended up getting us nothing it

was just a headache at least for our

brand and like we grew up to 3 and a

half million never needed it once never

really came up not saying it's not a

good idea at some point but definitely

don't prioritize it cool so we did that

all right so that's how we come up with

our brand name and now we're going to

move on to buying our domain

[Music]

so the place that I buy my domains from

is GoDaddy there's a bunch of different

sites but GoDaddy is the one that I've

been using for seven plus years and it's

always worked out fine for me and your

domain for anybody who doesn't know is

just what's going to show up in the URL

search bar when customers want to

navigate to your website they're going

to type in this address it also gives us

the ability to set up fancy emails that

have like support at your brand name

here not required but it looks nice and

it's definitely something you want to do

once you start having some sales coming

in so just for an example we're going to

go to GoDaddy and search for our

domain so I search for our brand name

seasonal Collections and here's the

fancy one that's available for a cheap

$3,000

no thank you but there's seasonal Dash

collections I don't really like the

hyphen I don't think it makes a

difference I know I said do Co and stuff

is fine I would go with the do shop

before anything else seasonal collection

that's not bad the seasonal collections

kind of like that and I didn't mention

this when we were going over the the

name stuff but throwing on words like

collection threads Wares Peril stuff

like that is completely fine any word

any of those generic apparel related

words after it works completely fine so

if you're finding that none of the

domains you were looking for are

available just try throwing one of those

words on at the end like I could do

seasonal collections brand but my name

is already kind of long like yoga stay

if that wasn't available like yoga.com

was not available somebody else had it

so we just went with the doco but if the

doco wasn't available I probably just on

like yogate brand.co or.com it really

doesn't matter so I kind of like this

one seasonal collections.com so

following along with our checklist we're

going to click add to cart

yep continue and now we're going to

watch out for something sneaky that

GoDaddy likes to do and we're going to

decrease the registration length from 5

years to one so domain protection you

don't really need this all this is going

to do is people can go

to they can go look up your domain and

see who owns

it like I typed in yoga. Co and and

since it was bought a while ago with

domain privacy protection C registrant

redacted for privacy all of those places

it would have shown like my information

so you don't need the ultimate domain

full domain is

fine these sites love their upsells man

they're making me take a domate that's

fine no I don't need email continue to

cart now this is where we're going to

watch out yeah see

that see how it's started off at 3 years

they used to default to 5 years and I

bet they got a lot of push back for

that so just some sneaky stuff like that

that you got to watch out for so full

domain protection so this is going to be

$129.99 so it's going to be 22 bucks per

year which is fine and yep you just go

I'm ready to pay you check out and then

it'll get added to your GoDaddy account

and then we'll be able to like connect

it to Shopify store email all that kind

of good stuff we'll get to that later

but for now enjoy your new domain and up

next we're going to be designing our

[Music]

logo now we're going to be creating our

logo using canva there's a lot of

different logo generators and stuff out

there but I like using canva cuz we use

it for a lot of other stuff in our

business like you're going to see in a

little bit it's very easy to use it's

basically Photoshop for dummies and they

have bunch of templates that are

extremely easy for us to get started

name of the game again is to focus on

the most important stuff and speed

through stuff like our name buying the

domain making the logo that's all stuff

that's very easy to change later on like

I'd be willing to bet whatever logo I

make today Meg is going to end up

changing because she's way better at

logo design than I am but that's okay

cuz we're still going to see how to do

it so to get started we're going to go

to canva and if you never used it before

like I said it's extremely easy there's

a great picture picture of me and we're

going to go up here to create a design

and then down to logo and then over here

on the Le hand side they have a ton of

different templates for us to choose

from this is very much subject to change

so we should just pick something

quickly if I type in like sun like

something about the

seasons oh I like that yep that's the

one kind of like rotating it more so

we're going to make two versions of our

logo we're going to make the little icon

which we're going to use as the favicon

that goes up here it's also going to be

a good profile picture for us and then

we're going to make the side by side so

the icon like the sun and Snowflake and

AR case with the text next to

it

seasonal collections

just delete that I don't like that red

at all or the blue really just going to

tweak this a little bit that's a little

bit more fun or for bonus

points two

complimentary colors hex codes for

a brand logo of a sun and

cool all right totally forget which hex

code I copied that's fine let's find

out cool that looks

good now sky

blue ah that looks

nice hell yeah

pick a

font has a near Tech that's the one

thing about AI it always has to do it

like it's writing a five paragraph essay

or like it's got a character limited as

to hit it writes it like a blog post

where it like tells you about the blog

you're about the read I can't really

talk people probably feel like that

listening to this

course air

next bold

black I don't know about that so I'm

going

to try something a little

different 90% of running a business now

nowadays is just how you use chat GPT I

have no original thoughts

anymore yeah that's a lot better thanks

chat GPT I'm just going to start taking

credit for everything chat GPT does

still going to keep the Black Version

but I'm going to duplicate that

out and now going to shrink it

oh I like that

more whatever Meg's going to change this

anyway I'm very confident with that now

cool that's pretty

good not really take my own advice of

speeding through this but

we give the advice we need to hear the

most

right cool and then here is going to

be that I'll duplicate this make one

that's all

black there we go I think this is

looking

good delete that one

print with canva everybody wants to be a

print on man

company 500 make it 10 y transparent

background so I made a couple different

versions I made the favicon version

that's also going to be good for our

profile pictures made a Black Version uh

one other version I can make is the

white inverse

version and this is stuff that you can

easily come back and make later on it's

just kind of good to get it out of the

way up

front there you

go say SC black icon so now when it

exports it's going to

be

named

see go icon

SC white logo

icon and then SC top plus bottom

logo yeah that's just the normal one

cool share download transparent

background make it th000 and PNG all

pages download and there we have it now

we have all of our logos ready to go

they're on transparent backgrounds see

that and then if we ever need to like

make changes like say we need to

crop what's around this logo it's now

very easy since it's on our desktop just

if you're on a Mac for example just put

a box around it and you do command K and

now it's cropped everything

around see and now it's just horizontal

and then command s saves it so we have

our fabicon actually for our fabicon

favicon I know somebody's going to give

me crap for I've been saying that you

can just decrease the size of these like

down to 64 by 64 pixels

there and we just want to do I'll just

do this one as an

example there you go copy and resize

open there's our cute little

favicon share download transparent

download here we go and do yourself a

favor take it from me you want to keep

all this stuff as organized as humanly

possible it's why I talked about like

keep your desktop and everything nice

and organized I don't even do a screen

sa or anymore I just want it to be

crystal clear to focus on the one thing

I'm doing right now this is all I'm

doing so keep things nice and organized

have your folders don't let your desktop

get cluttered up and have all your files

like this that you're just going to make

your life 10 times more challenging so

keep it organized as we go and you'll

thank me later so back to our checklist

we chose the template edited it made our

icons we even made our Fab acons for

bonus points and we saved it to the

folder all right so now we have our

brand name we bought our domain and we

made our logo in canva again I took a

lot longer than you need to just to talk

through and hopefully provide some

useful insight as we go through the

process but you can speed through this

like 15 minutes tops for all of these

and then next we're going to set up our

branded Gmail accounts

[Music]

now we're going to set up our branded

Gmail account so there's two different

options for this and the reason we're

setting this up is for us to have a

place number one to organize all of our

accounts so when we're opening our

Shopify account and printify and all the

different apps clavio Mystic or mid

Journey accounts all those accounts

we're going to use under this one

branded domain because it makes life a

lot easier having it all organized

number one and number two it will give

our customers a place to reach out to

and there's two different options for

how you can do this is number one you

can make an email like

this which would be seasonal collections

gmail.com which is fine or we can make a

support at seasonal but that's not

I have the doco so we can do support at

seasonal collections. one of the other

pros and cons of each is seasonal

collections at gmail is completely free

that's the one we're going to be doing

right now and this I think they cost

like 10 bucks now to set up your Google

admin which this obviously looks a lot

more legit if you're Bing on a budget

then go with the Gmail route that's fine

to get started but I definitely

recommend setting up your Google admin

when you get the chance so we're going

to set up both of these so let's do it

and as a bonus this shouldn't even be a

bonus I would say it's required create a

new Chrome profile to keep things nice

and clean chrome profiles this thing up

here so that all of your bookmarks and

stuff those will change like all of your

personal bookmarks and stuff if you use

those like I do they all go away and you

can focus solely on your business

related bookmarks so that up at the top

you'll see it's going to be nice and

neat we're going to have Shopify

printify nice clean focused neat

minimalist modern sleek other adjectives

okay so now let's go to Gmail and hit

create an account for my work or

business is this going to take me right

yeah okay so yeah perfect theyve

optimized us even more so here's what I

was just telling you about you can make

a Gmail address or we can do the

workspace so at your company name you

also get extra storage which you won't

really need that but it's extra sales

bullet point but we're going to do both

so I'm going to do the free one first

and I'm going to say my name is seasonal

you don't want to put your actual name

because it shows up

places February

28th

19 rather not

say

mail seasonal collection oh it's already

taken so I'm going to do seasonal

collection this is where we get fancy

brand

at

gmail.com

password recovery email address I'm

do my

own skip seasonal collections brand at

gmail go through privacy and terms I

agree confirm yes you can take all my

data your Google account is ready now

set up your business I'm going to say

not

now okay so now here we go so we have

seasonal collections you know what's

fancy is because we already made

our logo we can upload that right

away look at that we're already looking

legit so now I'm going to go back and

going to create a new Chrome profile

you'll see what I meant

by okay now we can set

our profile

so now we have our profile I'm going to

do show

bookmarks go to

Gmail this will be our first

bookmark so now we have our seasonal

collections brand uh Gmail account so

that's the free way to do it if you want

can also see

the the other way

work of my business try Google workspace

and this is the one that I'm actually

going to

use two to n so this is the way that is

going to end up with us having the at

seasonal collections domain email okay

so first name doing the same thing again

so I don't want it to show up the place

that it shows up is when you

receive or send emails you know like

this little name here it's very sneaky

but it will display your your full name

they don't really tell you that up

front

address your business have a domain yes

I have one I can

use seasonal

collections. yeah then once you log in

you can probably going to end up on the

homepage here but if you go down to

billing and get more services you should

see the different plans here this is

kind of like GoDaddy tries to slip it in

on you and make you think that you need

something that you actually don't you

can go with I think the lowest plan

possible is fine professional email

Court yeah I think that's fine going to

do this one just in I think that's the

one that we're on for our other

brands next trial

plan zero days free trial let's see how

that goes all right what a free

trial check out and I'm just doing one

user so we entered our information and

now we're all set up let's go take a

look at our account users manage users

support at seasonal collections perfect

okay so now we have we set it up two

ways so you can take your pick this way

is either $6 or $12 a month depending on

which one you choose and it just looks a

little bit better to the customer but B

on the budget again Gmail way works

completely fine as well benefits of this

one is that you also get storage and

stuff like that but totally not

necessary so now you have your Gmail

account or your Google admin set up you

have your separate profile where we're

going to be storing all our bookmarks

keeping everything nice and organized

and that's it for this lesson next up

we're going to be talking about our

product research and diving in to make

sure that before we start generating

designs we are learning from the market

seeing what's out there and getting a

really good idea of what our product

catalog can look like before we even sit

down to make our very first design thank

thanks for watching and I'll see you in

the next

[Music]

lesson all right welcome to module 4

this is our product and fulfillment

overview and this is probably the most

important section of the entire course

because if we don't have really good

products then it doesn't matter how good

our Shopify store is our ads our email

Market customer service none of that

stuff matters if the product is not

amazing so we really are going to dive

deep here and talk about a lot of

different things but most specifically

within this module what we're going to

be covering is number one our product

research so we're going to make sure

that we are looking for what are the

best practices like what types of

designs should we be going for and even

before that we're going to talk about

like what are the different products

that we could be selling like within

print on demand we're going to end up

going with apparel but we're going to

get an understanding of like what can

our catalog expand into what are the

pros and cons like why are we not

starting with canvases or mugs for

example or phone cases so we're going to

clear all that up why we're starting

with t-shirts and how we can expand and

then once we have done our research we

already know why we're doing t-shirts

and stuff then we're going to set to

work creating a 100 different designs

and these designs are going to fill all

the criteria so that by the time we're

done we're going to have a amazing

collection a diverse collection that is

going to wow our audiences and they are

going to be shocked at how amazing it is

being on your website that's that's the

end result that we're going for and

we're not going to be making designs

that we like yeah I don't know I guess

I'll all right this one's okay going to

put that up no that's not wow is what

we're going for we want people to be

amazed when they see our brand for the

first time that's what this module is

all about and in order to do that we're

going to be using some pretty exciting

AI tools and these are tools that are

going to save us thousands and thousands

of dollars and tons of time don't worry

if AI sounds over overwhelming we are

literally going to go through step by

step Click by click I'm going to be

making all of my designs along with you

and at some parts if it gets lengthy and

you're like all right I get it already I

already know how to make designs just

speed it up jump to the next section CU

I'm going to show a lot lot of detail a

lot of repetitions cuz that's how I

learned so I'm sure it's the same for a

lot of you out there as well and this

module is split into two separate

sections section one is the design

creation actually coming up with the

products doing the research all that

stuff and then section two is the

Fulfillment so creating the products

setting up the Fulfillment AKA or

printify integration and I'm going to be

doing the design creation Meg's going to

be teaching you guys all of the PRI

stuff she is an expert at that she's

lived in that world far longer than I

have I tend to drift towards the ads

that's what I like doing but anyway so

she's going to be teaching you how to

set up your printify account why we use

printify over printful uh gelato some of

the pros and cons of the different

platforms and then how to set up your

designs to be be fulfilled in the most

efficient way possible and then I'm

going to be teaching you about our

master design spreadsheet took a long

time to set up a database of all of our

designs that has helped us tremendously

keep track of and super organized within

our business because in order to be

successful with this business we need to

have the capacity to scale up to a ton

of designs not nearly as many as you

need on Etsy and Amazon like those big

sellers have thousands but in order to

get to like 100k plus per month we need

to be targeting like a couple hundred

designs not right out of the gate but

keeping everything nice and organized

and step by step and we're even going to

give you all of our Sops so that after

you go through this training you're able

to use those Sops that we use internally

to like go through each step of the

process so that's what's coming up next

and let's get into

[Music]

it now we're going to be doing some

research out in the market to see what

are the types of bestselling designs

that our Niche wants the most and the

reason we're doing this is cuz yes we

could just sit down and come up with

some great ideas that we fall in love

with and launch them and hope for the

best but we're far more likely to see

success quickly if we are able to learn

from what's already selling it's pretty

basic concept I know but you'd be

shocked at how many people skip this and

just go right to here's a design that I

think is cool and also if you're doing

print on a man for the first time you

don't want to come up with a brand new

like style of t-shirt or designs like

you don't want to think up something cuz

there's a much greater chance of it

being a giant Miss if it hits and it's

something truly unique yeah it could be

a huge upside but would you much rather

take like a 70 or 80% chance of getting

to 100K a month or would you rather take

a 10% chance of getting a million

dollars a month me personally I'd take

the former of the two so the way we're

going to be doing This research is again

using our handy dandy spreadsheet and

over on the research tab at the bottom

here so places that I like to go to do

product research before I start making

my designs are again Amazon Etsy

Pinterest I'm going to go go to Amazon

I'm in my brand new fancy seasonal

collections uh tab going to type in so

my Niche is slightly different cuz I'm

doing four different collections like

it's going to be the summer spring fall

winter but for your Niche I'll show a

couple of different examples but for me

like spring is coming up right now so

I'll say spring graphic te's okay so at

the top on Amazon see all these

sponsored examples I just ignore those

cuz we don't want to they're just paying

to be at the top they're not actually

top sellers but what I'm looking for are

designs that have a lot of reviews and

that there's a lot of similarities and

for bonus points something that I can I

know I can easily recreate with I which

something like this fairly easy that's

super easy that's pretty good it's like

an Easter Bunny and I should mention

that we want to take a lot more air on

the side of more detail rather than less

and the things we're trying to learn are

the design Styles the colors it's like

busy or detailed the text the placement

and the overall themes so for example

this it's like a floral pattern with

negative space in between each of the

flowers this is irrelevant bring on the

sunshine so it's text Bas with this

vintage style pattern in the middle or

not pattern that's an image and then

this line art style of flowers each one

of these represents a different style so

these two the flowers that's one theme

flower based but then it's two

completely different styles one's line

art one's like a pattern then the

placement is completely different or how

much space it takes up is completely

different as well so there's this just

across the chest and there's this one

that takes up the full print area some

best practices or principles that we're

going to see across all of these designs

are number one it's not just a big block

of text like it would be a really bad

design you turn a best seller into a

worst seller very quickly if you had a

background behind that so we're going to

talk about how to remove backgrounds and

all that stuff later but a lot of

negative space and not like big blocky

design typically perform much better and

a lot of simplistic patterns so what I'm

going to do is take screenshots of these

so I can save them for later so once we

go to actually start creating our

designs and using AI we have some

examples to go off of and then you can

also write down your findings like

monocolor

floral line art

patterns and you want to write down the

ones that you're seeing repeatedly you

don't want to just I'm not going to

write this down partially cuz I don't

even know how to describe it hard to

believe I would see another one like

that on here so I'm only writing down

the ones that I'm seeing repeats of like

sunflowers doesn't take a rocket

scientist to see that sunflowers are

popping up again and again so I'm going

to write that down onala that I know

from yoga state that these types of

patterns sell really well Dolla mix with

flowers that could be a good idea but I

know just mandala is good

example so lots of flowers for right now

I know my Brand's slightly different cuz

I'm going to have different collections

I'm just going to treat it like if I was

doing a spring collection or a spring

store lots of dandelion love oh that

one's cool and I'm taking screenshots

not cuz I'm going to throw up that exact

design on my site but it gives me a

starting point when I go to use AI later

lots of Dand lines use a different

keyword for women talk to me goose

that's somebody who doesn't know how to

run their Amazon ads it's also funny you

can tell that's somebody who took the

text separately and then generated that

with AI sunshine sunshine I like that

write Sunshine

typography Ocean Air and salty

hair I think that's more of a summer

thing these are cool and I like to have

a a variety I want to have some out of

the collection of a 100 designs that I'm

trying to build to with I want to have

some that are typography based I want to

have some that are like humor some that

are just designs and then within designs

I want to have some that are line art

some that are colorful some that are

pastel watercolor want a wide variety if

you launch a collection of a 100 designs

that are all just line art very

minimalist that's going to convert way

lower you want there to be a certain

type of pattern that or design that for

everybody basically but within your

Niche like some people will wear you

know a graphic image like this but they

would never consider putting on

something as simple as this and vice

versa I feel like we've exhausted what's

on there let's go to Etsy grow positive

thoughts I like that so I'm going to

write activity plus flowers this one's

cool because it's very simple and it's

slightly different than the other styles

that I've seen so I'm going to write

vintage SL

distressed SL retro sun flowers Etc some

of these are good hello spring that's

definitely AI we can do that or

sunflowers Sunshine that one's cool I

don't love that mockup it's turned so

sideways cowboy rodeo doesn't fit smile

that one's cool do something like that

there's a word for that I'm blanking on

but it's like when you combine two

well-known things and you like blend

them into something new and original

like a good example is like the

heartbeat designs like an EKG it's like

a heartbeat and then it just mixes in a

pattern or something related to the

niche I should make that like a list of

designs that are good no matter what

your Niche is that's one of them see

there's another one that's like that

distressed kind of style that's cool

monal's AI is going to crush these

popular now you bet it is so we spring

break it's late for that at the time of

filming I'm not going to invest any time

in something that's seasonal or is

already passed at the time of filming

this I'm going to get probably a couple

of weeks out of spring out of this

spring collection and then I'm going to

have to quick work on the summer

collection so if you're new to this I

highly recommend going with something

that is Evergreen like year round and if

you're looking for ideas it's always

chat GPT so I'm going to ask chat GPT

cuz I'm I'm struggling to come up with

some Search terms like I just typed in

Spring graphic shirts but if I type in

flower I'm going to get completely

different results not completely

different but it's going to give me

obviously just flower designs but then

if I were to what else do people

associate spring with spring like

positivity

yeah like that's another have the day he

deserve yeah like these are cool so if

you're struggling to come up with things

that are like related to your Niche

write list of 10 things people associate

spring

with bonus points if they are ideal

topics for a print on demand graphic

t-shirt

design oh butterflies I haven't done

that oh these are cool a butterfly so

see this is an example what I was

talking about it's nature or butterfly

something that obviously everybody knows

mixed with flowers creat something super

unique just breathe and believe so it

takes a positive or like a popular

saying and then you can tell by looking

at it that this butterfly was a

standalone design the text is its own

design and then what if I don't know why

they put Bullseye behind it but they did

and you can just see how it maybe the

butterfly and the text was part of the

same file but this is a cool one this is

another cool art style that always does

really I think I could put a butterfly

just next to any positive quote and

that's or sunflower sunflower any

positive quote and that's Banger design

but I would that's something I would

have never ever come up with and

obviously I'm not going to do this exact

quote or that same butterfly but I can

do you know have chat GPT come up

designs that's 1,000% AI generated those

are pretty cool though oh wow see this

opens up a whole new can of worms for us

this is why we do the research so they

took a cat and mixed in flowers and

butterflies and spring related things so

this is a a port key design into any

number of other so like we've talked

about we don't want to have just a

generic store that sells like all kinds

of crap like I wouldn't want I like

coffee and maybe three people and I like

flowers maybe three people like

completely different but then if we have

this kind of design where it's clearly

spring because of the Styles and then

it's a cat I can do that same design

with a cat a dog a cup of coffee like a

beach chair umbrella a sun or somebody

doing yoga like one of yoga st's top

sellers was was stuff like this like

this kind of style design was extremely

popular so I could take if I wanted to

make yoga related designs or try to

appeal to them can make that but I can

make it with flowers basically so that's

exciting birds and nests gardening tools

that just that could be good but it just

bores the crap out of me spring equinox

that's weird butterflies good blooming

flowers good outdoor activities not

going to do a picnicking shirt anti

finally okay so I was about to say that

the one thing that I'm missing the one

element or type of design that I'm

missing is or two is typography and then

more specific specifically is humor

based typography like jokes the reason

that's so important is that those are

the designs that when we run our ads you

want to picture designs if you're

scrolling through your feed you see the

design on Facebook or Instagram would it

get you to stop and interact or have

some kind of reaction to it either ah

wow that's such a cool design that looks

like really neat it's a nice pattern or

holy crap that's so funny like the

reason that people share and comment and

tag their friends is if it's something

that's funny something that's like

unique or original or high quality or

just that they think their friend would

find interesting and that's what we're

going for if we have a collection of 100

Diversified but super Bland boring

designs we're not going to get any

engagement we're not going to get

comments and we're going to talk about

this in the ad section but then Facebook

punishes us by having more expensive ad

costs because they want to see people

engaging compared to if everybody is

commenting on it then your ad cost go

through the floor and it it becomes

really profitable CU Facebook likes that

engagement it's another frame to think

of as you're looking at these designs

okay so this is a very common thread so

that's something we can definitely do

our own spin

on Save the

pollinators okay I don't know if I want

to go down that rabbit hole again you

want it to be a niche and like a brand

that you actually like if this turns

into a butterfly fanatic brand I would

not enjoy that let's do one more let's

do funny

spring graphic shirts all right that's

funny in order for me to use that and

make sure that cuz I can't really put

too much of a spin on this I would

change like this the the Sun and stuff

but on my way to brighten your day

that's saying I would first make sure

that this is not trademarked we'll show

how to do that in a second but an easy

way to do this is just do a Google

reverse image search so I just take a

screenshot of it drag it in now let's

see on my way to brighten your day I was

looking for more of the saying so search

won't do it yeah this is a very popular

saying okay so I wouldn't recommend

taking somebody's exact saying but if

you see there's tons of canned sayings

out there that I would be yeah I'd bet

good money that shirtman dude did not

come up with all my way to brighten your

day so he got it from somewhere else but

obviously do your own spin on it more

mandalas not really a ton of humor in

this no rain no flowers okay so there is

rain more of those Styles where my hose

at this one's funny this one would be

funny but like I said Easter's already

passed let me Jesus okay people have

some dark humor for spring see this is

interesting he is risen the reason

that's interesting is one of these came

first they didn't both happen

simultaneously one of them had the idea

first and then the other person saw it

and recreated it using AI hello spring

I'm going to write down some of the

ideas positive quote by side with a

flower hello

spring yeah there's going to be a ton

that we can do when it comes time for

Halloween stuff okay so we have a good

amount of design ideas going back to our

spreadsheet make sure we did everything

we checked Amazon Etsy didn't do

Pinterest but get the idea take note of

the design Styles take note of the

colors did all of that and then yeah as

a member of the niche which I ended up

going with a niche that isn't something

that I'm directly in I don't know how

you can be in a season but since Meg and

I are doing this together she'll enjoy a

lot of this stuff so I wanted to do

manly Niche and she liked this one so we

compromised and went with this one and

then the last thing is to take note of

like how the designs make you feel which

is an important thing that keep always

keep the frame in mind that we're not

just making designs for the sake of

making designs we're not just clicking

buttons on the internet at the end of

the day what drives this business is

making products that actually like

people love and that they feel good when

they put on that they get excited about

like when they see it and they want to

tell their friends about it that's where

the real money is made it can be very

easy to get caught up in thinking we're

just building Shopify stores and

clicking online it's important to keep

track of the tone of what you're

building and if you're trying to go the

humor angle versus the Vintage like

distressed type of like throwback Vibe

versus the just love yourself peace and

prosperity type of thing versus the dark

sarcastic humor or like the informative

route of like um I don't know if you did

a brand that did like those side angle

shots of like inventions or patent

designs that could be cool and the way

that those designs make somebody feel is

entirely different and would serve an

entirely different audience group than

like spring flowers like the kind of

stuff we're doing so just something to

keep in mind and I also use todoist

that's what this

is love when it doesn't pop up there it

is so it's nice if I ever have an idea

or something I just hit control space

bar and anything that I'm doing it pops

up it pops up there it is and then you

just write whatever your idea is if I'm

out and about I see somebody's shirt or

bumper sticker same thing on my phone I

have a like a hotkey or like a

automation setup where if I just tap the

back of my phone twice let's see if I

can do it see I don't know if you can

see that too well but I just tap the

back of the phone to-do us pops up I can

quickly enter ideas just an easy way to

keep track of stuff and you always want

to be constantly coming up and

brainstorming new ideas and it doesn't

always have to be this kind of formal

process that we just went through so

that's how we can do product research

and come up with a great idea of the

type of designs that we want to be

selling before we even start to generate

them thanks for watching and I'll see

you in the next lesson

[Music]

[Music]

when it comes to making our designs

there's a couple of different ways that

we can go about it and I've personally

used all of these different methods they

have pros and cons to each but there is

one that nowadays clearly stands out

which is the one we're going to be going

with but I want you to be aware of all

of them so you can make that choice for

yourself and the three ways are that you

can hire somebody else to do it hire

somebody with design experience B you

can make it yourself manually using like

canva or photoshop or photo which that's

takes a lot of your time and it's pretty

challenging unless you're like super

artistic and along that same line you

can also just go out and buy designs

yourself which I'll show you some sites

you can do that it's actually not a bad

way to like augment a collection but I

wouldn't recommend making it like your

sole source of designs and then the

Third Way is we can use AI which is

what's extremely popular right now I

think the AI is amazing cuz it makes it

so easy for us to create really high

quality designs if we know one the right

tools to use and like the right way to

prompt it and we are aware of what like

our end goal is if you just sit down

with AI and just start generating stuff

you'll end up all over the board but

since we're going to be going into it

with a clear idea of what we want it's

going to be a much better outcome but

we'll talk a lot more about that in a

second but so the first way that I

talked about is you can go hire somebody

like a designer from online marketplaces

upwork Fiverr upwork is typically a

little bit more expensive and higher

quality than Fiverr but Fiverr you can

hire I like you can even hire AI artists

now but you can hire somebody for just

about anything you would and what that

process would look like is you go in

here you look at their portfolios i'

sort by Best Sellers if I want really

high quality sort by Pro and then you

can look at the different people here so

you can see like this person this person

is one ordering Q or rated 4.9 pretty

high and for 110 bucks you will get one

custom digital design plus editing with

two revisions that is insane wow okay so

that's the pro one though let's see if

there's T-shirt designer best sellers

yeah so there's a bunch of people in

here that are specifically offering

t-shirt designs it's funny almost all of

these look AI generated now so if you

have a couple Grand that you're trying

to throw at your designs this could be a

good route to go but we're going to see

how we can make stuff just like this

using AI in a second but just for

example sake this person message them

and they charge 50 bucks and they'll

make a complex design for you whatever

that made it's like a very qualitative

or subjective thing this guy Damian he's

much he's pretty highend

$145 but he'll make simpler artwork wow

these prices are crazy for one T-shirt

design that is pretty awesome though

like I don't want anybody spending a

couple hundred bucks per design that's

ridiculous uh we're going to be spending

like $30 to $50 for the AI accounts if

that so down the line if you have a very

specific design in mind then this could

be a good direction to go or go with

somebody who's super cheap let's see if

there even are budget value apply okay

so like these people I'll create a a

custom T-shirt design using AI so

they're basically just using mid journey

and they'll do it for 15 bucks or

$7.50 per design so you can go that

route and hire these people yeah for the

record I've worked with all kinds of

people from these platforms a lot of

them are good some of them not so much

and before AI came along this was the

only path like the only option we really

had I've spent tens of thousands of

dollars on designers over the years and

it's one it's expensive but two it's a

slow process cuz once you really start

working with a designer you would get

off of these platforms and just add them

to like your trell board or slack but

once you submit an idea to them it'll

take them a couple days to even pick it

up and start working on it another

couple days for them to get back to you

with the first draft then you give

feedback on the draft and then they go

back make revisions maybe a second round

of revisions maybe even a third and then

finally you're done and once that's all

said and done it's 2 to 3 weeks and

that's for one design so it's can't

emphasize enough how advantageous it is

for us to be able to use AI nowadays

that and for anybody who thinks like

it's too good to be true the print autom

man can be this lucrative it it's not

not because it used to take this much

work it used to be like very challenging

like yoga stay it took us at least a

month to get all those original designs

together and we just did 50 when we

first launched that's one route is

hiring designers if you have something

super specific in mind or if you just

don't feel like figuring out AI then you

can go that route and the next option

you have is design them yourself in Cana

or photoshop using a link somewhere

around this you can get a canva trial

but I'm going to create a design just to

show show you an example so canva has

gotten a lot better recently with

they're trying to get into print on

demand so they have a lot of like

presets and stuff that you can choose

from but what this would look like is if

I let's see if there's any

flowers yeah so they have some flower

ones the problem with this is that

everybody has access to these same

that's actually another interesting I'm

going to try that everybody has access

to these same design so they're pretty

generic a lot of times but I would just

choose from one of their templates do

share

download transparent background and I

would do a SVG the reason I'm not going

too in depth on this is that we're not

going to be using this as our primary

way of making designs but we can do that

let's make one more I like the design

without the

text we're going to we're going to go

with this download SVG and we'll talk

all about the different file types later

but the reason we do SVG is that in most

cases it's the best file format for

print on demand and then a way that

you're able to like kind of spice up

some of these designs is by using a site

like flat icon so flat icon you can find

all kinds of different little graphics

and stuff that artists have uploaded

stickers whatever you want and then you

can download the SVG version of these

and then use them in your canva file all

right so that's how you can use canva to

create designs again I'm just showing it

so you're aware of the different options

but obviously I'm not artistic if if you

love Photoshop then great go for it but

for me I want to do something that's

super scalable and allows me to make 100

designs as quickly as possible so I can

get up and testing and not get analysis

paralysis and sit there tweaking all day

long so designing a canv is one option

next option which like I said is good

for augmenting a collection not

necessarily for carrying it is by buying

design so you can go to sites like this

hack first so if you go to Google and

you search for spring

graphic

t-shirt

designs so you search like that and then

the way we can filter it so that it

shows us designs that are available for

sale or for us to use is if you go to

tools

Advanced then usage rights then free to

use or share even commercially then

advanced search it's going to filter out

a lot but what it's showing you now are

designs and styles that we could use

these images let's go to images so any

of these patterns like that is

licensable this is a way to see if we

just went to and did a normal Google

search spring graphic t-shirt designs

went to images all of these we can't use

these are owned by other people but then

if we filter the usage rights to

commercial use only then we can actually

use them but this is a perfect segue to

the next point is in these search

results you'll find sites like these

like vect easy where what this is doing

is selling a package or a bundle of

different designs normally they're like

pretty similar they're not like overly

unique or anything but that's why I said

they're good for augmenting your

collection and if you're at like 50 or

60 like quality designs and you just

want to like quickly build out the rest

of the The Collection then you can buy a

pack like this so here's a ton of

different examples let's see if there's

I'm sure there's a ton of flowers yeah

so all of these some these are actually

pretty good but selflove club that could

be interesting say that I like this

design can pay 12 bucks for that one

image wow or 290 charge okay this site

is not let's go to the normal one let's

go to free pick here's so free pick has

a bunch of designs that I can buy Go

premium yeah so I get if I just get one

membership here one subscription then I

can download as many as I want download

a bunch of these some of these are cool

but the only problems that they're not

unique or original and also none of

these really fit what we saw the best

sellers doing on Etsy and Amazon like I

wouldn't just launch like these by

themselves and then design bundles this

is probably the one that's the most

applicable for augmenting a collection

because you can uh just go

up here type in

flower flower t-shirt designs or

whatever your niches yeah here's a prime

example it gives us a ton of basically

the exact same design just with slight

variations scroll down and let's see

what else they have sarcastic

sublimation that could actually be

interesting here's a bunch of butterfly

ones oh some of these could be good yeah

so we saw that the reason that this one

catches my eye is that when we were

doing our research we saw that positive

sayings were a common theme with spring

designs and then also butterflies and

colorful it has sunflowers so I'm

actually going to check this one out so

I'm going going

to let's do this on the right

browser so I'm actually going to buy

this one so I'm going to log in to

download for free maybe I don't even

have to buy it that'd be

sweet wow okay I was able to just

download it for free normally you have

to pay for

them so I open this up on my desktop

throw out the zip file let's see what we

got yeah not bad so we just got how many

is this like 14 15 16 designs completely

for free so if you're really Bond on a

budget or really struggling this is a

way to get some quick designs I don't

have high hopes for a lot of these to be

honest though because they're obviously

if they were amazing designs they

wouldn't be free to download but it is

enough to build out a collection but

these would not be the ones that I would

Bank on which is exactly why buying

designs is not our primary means of

Designing creation we went through each

of these we looked at the different

options to buy designs and

it saving all the designs through a

folder on our desktop and make mental

notes and not get emotionally attached

to your designs I'm going to talk about

that more when we're making designs but

it's yeah it's a numbers game I'm very

serious about I used to tell people

launch 50 and people were launching 20

now I'm saying launch 100 and I really

mean launch with 100 and you will thank

me later

people try to myself included when I

started we try to launch with as little

as humanly possible all right Chris says

100 but I'll do 70 or I'll do 50 and

then they launch their ads and the ads

do terribly and they're like what

happened like I followed all the ad set

up I'm like how many designs do you have

25

that's then they're like I filed all the

ads set up I'm like exactly that's great

you need more products like the uh

success of the entire business comes

down to the quality of your product at

calog that's why I'm showing you these

other options so you can build out

showing you these other options so that

there's no excuse for not having 100

designs now you can hire a designer you

can get a bunch for free to fill out the

collection but the way that we're

actually going to be doing this is with

AI which we're going to be covering in

detail coming up soon

[Music]

[Music]

now we're going to be using AI to

actually start generating our designs

and making our products and just to

recap for everybody we're making graphic

t-shirt designs based off of what we've

already seen is selling out in the

Market within the niche that we chose

that is something both were interested

in and we've seen that there's demand

for that market and we've covered how to

use like upwork and Fiverr to find

designers if you want which we've done

in the past but AI is an amazing tool

that we're going to get into right right

now and so the way that AI image

generation works at a very high level

it's very technical but all that we need

to know is we basically give the AI

basic text prompts essentially just

describe what we are looking for and

then it generates outputs at a very

basic level and as of today there are

three or four like main image generator

tools out there and they are mid Journey

Leonardo not Leonardo DiCaprio Leonardo

Ai idog and Dolly 3 and each of them has

their own pros and cons to them and what

we're going to do is go through each of

them and I'll briefly explain how they

work and what the best option is we're

going to take a demo of our software

that we've been building for 9 months

now invested over $100,000 into

development and it is meant to be the

premier AI image generation platform

form for print on demand sellers

specifically so what all of these other

platforms have done is they make amazing

models and but it's meant to generate

designs for every use case everything

under the sun anything you describe it

can make but it's not meant for anything

in particular so you can do everything

from like 3D objects to like really

ultra realistic images to like little

cartoons like this which is cool but as

print onand sellers there's very

specific types of designs as we're going

to see that we're trying to make and it

can be challenging using these different

platforms because they're just

generalist so our software which is

called Mystic is meant specifically for

print on demand sellers to make the best

designs possible and along with

everything else you could possibly need

and I could easily just show using

Mystic but I'm a firm believer that if

you actually believe in what you built

then you should be able to like

objectively show the audience all the

options and be able to objectively say

why your product is the best so that's

exactly what we're going to do going to

practice what I preach I'm going to show

each of these briefly we're going to

start off with Leonardo because that's

the one that's most suited for our use

case so here we are in Leonardo and you

can see they have a ton of different

features like canvas you can make videos

you can upscale you can train your own

models upload data sets uh they have an

API all kinds of stuff but you can see

people these are images that other users

have generated some of the stuff is

pretty amazing some of it is pretty odd

but what we're really looking for is

just how do we recreate the types of

designs that we're aiming for and again

these designs are the ones that we've

seen in the market sell pretty well like

how do we create mandala type designs or

how do we recreate animals made out of

flowers we're not trying to make

Leonardo da Vinci artwork I'm just going

to scroll through and see examples of so

like here's the design that could be

good it's like a watercolor of a fox and

up here you can see what the prompt was

that the user inputed in order to

generate it then you can also see the

negative prompt so the prompt is

basically what you're telling the AI to

generate the negative prompt is what

you're telling it not to generate down

here you have the resolution data is

created the pipeline and the model that

they used and then down here you have

some more related images so so if we

were to say try and recreate this image

we just hit remix we're just going to

generate get an example and I selected

four Images so that's what it's doing

and see how long it's taken so it just

return these outputs it does four

variations of basically the same design

if we click into one then we can see

each of them are pretty good it's very

consistent with what we originally saw

so now let's analyze like how did they

do that how did the original person

whoever made this original design how

did they come up with that prompt so the

prompt is high quality logo style

watercolor powerful colorful fox face

logo facing forward monochrome

Background by yasara so that's an artist

name awesome full color so as you can

see it just seems like complete

gibberish which that's how most of these

AI tools work is just by stringing

together a bunch of descriptions and

letting the AI figure out like what to

make from it and then for their I'm not

going to read all of this but for their

negative prompts that's the thing about

Leonardo and a couple of the other ones

we'll look at it's not just telling it

what you want it's also telling it what

you don't want they wrote nude NSFW text

letters too many feet too many fingers

long neck two heads blah blah blah goes

on and on they basically just copy and

paste this for every prompt every time

they generate they don't really change

it too much looking at the designs that

we took pictures of if I want to try to

create something like like these

butterflies like butterflies white

flying away

let's see if we can high quality logo

style okay so we'll change this to White

powerful colorful I don't know who that

artist is so I'm just going to turn that

off and then it uses 32 tokens so you

can see we have what 10,000 so we can

generate a good amount of images all of

these platforms are pretty similarly

priced it just comes down to what

additional features they have so here

you see prime example of the challenge

with using a lot of these other image

tools is they are not tuned to make

t-shirt design specifically and a

t-shirt design or other print on demand

designs we want it to be centered

isolated on white background we don't

want it to be getting cut off we're not

looking for just a picture we're looking

for something like this which in order

to make something like this you have to

use a very specific type of prompt and

you can see even though we basically

just recreated this prompt but trying to

change it to a different subject it

completely changed the output like this

is completely unusable and nothing

against Leonardo that's how we're going

to see all of these are what if we try

t-shirt style white color then what if

we try improve prompt all right never

tried that before so let's see it it

looks like it just took what I wrote and

made it longer basically that's not a

t-shirt design okay let's try something

else let's try mandala white background

something simple something we can't

possibly mess up all right so here's our

Mandala on a white white background yeah

so it's not idea but okay so say that we

did for example sake say that we did

like this design say that it somehow

looks like one of these that we're

trying I was trying to make something

like that but anyway say that we did

like this we would then uh download the

image and then we would have to like

remove it remove the background upscale

it and then come up with a title and

description and then upload it to

printify eventually that's basically the

rest of the workflow but you just saw

how this was the process to come up with

the only good design I was able to make

was this person's and I was just

recreating what they did so that's

there's people that spend a lot of time

getting really good at prompting and

that's how you get great outputs but

let's take a look at another one that's

a little bit simpler let's go to

idiogram so idiogram is better at like

text generation than some of the other

models so it's very like clean simple

layout sorting again we're looking at

what other people have made let's try to

find one that's similar to t-shirt

design these are all like very cartoony

okay this one's pretty good I click on

it I can see the other variations that

it came up with this one's definitely

the best then you can also see the

prompt that they used and something

that's different is they not quite

cheating but they got a really good

output because they uploaded an example

and then they were basically just

telling the AI to recreate this exact

design so that one doesn't quite count

let's look at this one this one's cool

striking ink art masterpiece okay let's

try this one remix but first let's just

see if we can get it to recreate that at

all so it recreated the exact design

like how long the prompts are that

people are writing I don't know how

people come up with this I know some

people use AI to come up with e prompts

easier but still a lot okay now I'm

going to try to make

our uh colorful flowers

on a white

background magic prompt on using their

latest model so they have some art

styles down here that I can choose from

try vibrant probably should have wrote

t-shirt design I'll do that next okay so

it did make colorful flowers on a white

background but I think this one was on

me I think I need to do t-shirt design

okay so it I wrote t-shirt design white

background I think my prompt just needs

to get a lot more detailed all right I'm

going to give this one more shot looking

for a good t-shirt design too and the

reason I'm looking for a good design is

I want to be able to just easily

hopefully easily replicate whatever they

did okay so design of Sunset Beach it's

very detail I want like a simple cuz I'm

not going to recreate all that yeah not

many people are using idiogram for

t-shirt designs it looks like there's

some here and there there are some cool

designs though create an illustration it

seems like this guy has some stuff in

here that create an illust an

illustration t-shirt design inspired by

flowers Factor illustration of

a

sunflower optimize for bold lines and

Viber colors with a white background

yeah okay that should be good definitely

better at least it's on a white

background at least this would be

something that's workable so for

idiogram if you include these keywords

create an illustration for a t-shirt

design then saying optimize for bold

lines and vibr colors blah blah blah

suitable for printing clean shape and

line white background for t-shir

printing so those are some good keywords

I'll include this prompt somewhere

around this video but those are some

good keywords to get an output that is

actually workable of a let's try mandala

the mandala one turned out pretty good

decent at least still not quite what

we're looking for and again this is just

so you have a frame of reference for all

tools available and you can make your

own decision so then if we like this one

we would hit download it would then save

it to your desktop and then we would go

to a site like clip drop and go to to

remove background upload remove

background download and then you go to

PNG

SVG and we would upload our photo wow

this takes a while but this is a so

we're turning it into a uh Vector file

which is we'll talk about these more

when we start uploading on to printify

but these are the types of files that

you want to be using because they can be

scaled up or scaled down uh to any

Dimension without losing quality but

this is the free route uh there's some

paid tools out there for the SVG

conversion but you would use a tool like

clip drop and then if you have to make

some changes to your design you would go

to a site like Photo which is a free

photo editor or you can also use canva

and you would upload your design and

then you have to spend a little bit of

time learning how to use the software

you can do pretty much everything in

here you can do uh in Photoshop so you

can add text if you want to you can say

you didn't like these like little red

dots go around and remove them all just

takes a little bit of effort to do this

but those are the tools that you would

use if you're trying to do this

completely for free and if you have some

changes that you want to make all right

two more tools look at next is mid

Journey which this is one that you may

have heard of but it's pretty popular so

they did just launch their online

feature for some people normally you

have to use this in Discord which can be

a little bit of a pain but let's try it

so mandala

t-shirt design see what we get okay

couple of them look good so this is

something that is pretty common with

these AI tools is it'll print it

actually on a t-shirt which obviously we

don't want but this one's not bad

something that that helps is if you

don't say specifically a T-shirt and if

you just say like vector art centered

and isolated on a white background say

colorful mandala and then here you can

choose if you want it to be more

stylized which version or model I always

just use the most recent version then

standard versus Raw weirdness I've never

played with these but uh yeah let's see

what this gives us and while that's

happening let's go take a look at what

are the most like design oh these are

pretty cool create a vertical film green

yeah you see how detailed these prompts

are some people are very skilled at this

I love the Double Exposure art so that's

pretty cool all right let's see what our

design looks like all right not bad

right so if you're using mid Journey

just say Vector art centered and

isolated on a white background don't

specifically say t-shirt and you'll get

like much better outputs and then after

you've generated it they've added a

bunch of new features like if you want

to say you like this design a nice thing

that they have is you can upscale it in

here so this generates at I think 1024x

1024 but you can upscale it to be like

4K or larger uh or you can remix it so

say we wanted to change it slightly

remix very similar to what idiogram has

all these models generally work the same

so if you want to remix it and say make

like black and white say black mandala

now that's generating or you can do zoom

in or zoom out so we could like have it

zoom out on the image if you seen any of

those images that are like infinite Zoom

videos that's how they're doing it is

with this kind of zoom in zoom out

feature they just start with an initial

prompt and just keep clicking zoom out

and then they stitch them all together

which is cool all right now let's go

look at our Creations yeah so we typed

in Black mandala and it did exactly that

yeah then here's the zoom out so this

was the original image and then I hit

zoom out 2X and it doubled the size of

it and it tried to fill in around it

which you don't really need for

obviously you don't really need for like

t-shirt designs but it's just a cool

feature to to know about so that's it

for Mid journey and again if once you

get a design that you like you just sit

here and just keep typing more designs

and eventually you get up to 100 last

one we'll look at is Dolly 3 which is by

open AI so it's within chat GPT so you

can just write from chat GPT which is

nice you can tell it to make a t-shirt

design of a colorful mandala and then

instead of returning text it'll say

creating image yeah this is the thing

that always ends up happening it prints

it on a t-shirt which obviously we don't

want so I'm going to say

show just the design not the

T-shirt so now let's see how does it do

it yeah so the way that it got it to not

be on a t-shirt is it just doesn't

mention the word t-shirt at all which is

interesting but the way that the AI

models work as I understand it is that

they don't actually understand any of

the words that they're reading like they

have no idea like what a mandala is or

what a t-shirt is all of the models that

like have understanding of is they've

received an insane amount of data that's

just been dumped into them I'm going to

try something new to try just telling it

sunflower Vector

art white background okay that is

Sunflower Vector art let's try to make

I'm just going to describe this picture

colorful cat made out of

flowers white

background Vector art Ultra

detailed okay that's getting better now

let's see what this prompt so if I like

that design I would download it and then

go through the rest of the process that

we talked about so I would remove the

background if I want to make any changes

I would go into photo then I would turn

it into a vector file and I would come

up with the title and description and

then I would go into the next step which

is print ify so now that we've gotten a

lay of the land of each of these

different models which again they're

amazing in their own ways they're just

not built for our specific use case

which is why we're now going to be

looking at Mystic which is a software

that we've built specifically for print

on demand sellers but I want to make

sure that we covered these first so you

get a lay of the land you can see what

the competition is what your options are

make the decision for yourself hopefully

it'll be a pretty easy one that's been

my goal and as we've been building it

for the past 9 months and let's take a

look

[Music]

now we're going to take a look at Mystic

which is the software that myself and my

partner developed to be the premier AI

image generation tool specifically for

print on demand Sellers and nobody else

all the other models like mid Journey

idog Leonardo Dolly all of those are

designed for general image generation

and what we've done with Mystic is made

it specifically tailored to generating

t-shirt designs apparel canvases wall

art mugs phone cases all the products

that you would see on a common print on

demand store and we try to make it as

easy as possible to go from an idea for

a niche or a store to hundreds of

designs as quickly as possible and I

could tell you lots about it but instead

let's take a look and start using it to

make designs for seasonal collections in

Mystic when you log in you'll start off

with a free trial we give everybody

credit just try it out before you have

to plug in a card or anything but in the

UI in the it's a very simp simple layout

we want to give you exactly what you

need and nothing more you have here at

the top a prompt bar similar to other

prompt bars in the image generators but

the key difference here is what we have

to type in order to get a really good

t-shirt design result as we saw in the

other image generators we have to type

in like very detailed specific language

and all that just to get one good design

back instead what we're able to do here

is if I want to create say like this

mandala here all that I would type in is

mandala and then here we have the

product types to choose from so we have

t-shirt canvas mug phone cases stickers

tapestries and we've made our own models

that are specifically designed for these

products so we select t-shirt and then I

can choose from a bunch of different art

styles there's going to be a ton of

other art styles getting added these are

just a couple of examples and then the

cool thing is we can choose how many

designs we wanted to come up with so

just from the word mandala not even

having to tell it like on a plain

background or centered anything like

that we can just go ahead and hit

generate we can choose any number that

we want and the key piece to leave on is

the magic prompt cuz that's basically

what allows us to type in such simple

prompts here but I'm going to go ahead

and hit generate and let's see what we

come up with there we go so after a few

moments it's generated eight different

mandala type designs that are the

perfect setup and style for a t-shirt

now as you'll notice a big difference

between what Mystic is doing compared to

the other image generators is it's

coming up with its own angles and types

of styles for each design all just from

one word it gave us completely different

angles that we could try out and the

cool thing is that if we want to give it

more descriptions then we can do that

like if we want to be super specific and

say make a line art like simple

monocolor mandala like this I can just

say that but since I was pretty broad it

then gave me a bunch of different

options that I can work with and now

unlike other image generators where say

I like this one I would have to go see

what the prompt is and if I like this

one see what that prompt is and then

write something new what we can do in

Mystic is select the designs say if I

like these three designs then we go up

here and hit the pencil and now in plain

text we can tell it exactly what we want

it to do like I could say combine these

three so we can select a bunch in bulk

just by clicking and I could say I don't

know remake each of these designs with

no color occasionally it'll like act it

slips up and does what other models do

and put it on a t-shirt but the cool

thing is that anytime it does that you

don't get charged for those credits used

but I'll just go to bulk actions delete

that one so the way that I created these

designs here was I had it come up with

animals made out of flowers and it came

up with each of these

I thought were pretty cool I like that

wolf that elephant is really cool but I

really like this lion and I wanted to

see what it would look like if the lion

was made out of just different color

flowers so I just did this or I selected

it and I went up here and then I said to

make six of the same design just with

different colors and that's exactly what

it did with image generation in general

it's not great at recreating The

Identical image but with Mystic you're

able to get it to come up with a ton of

different variations so I've been

generating some designs for seasonal and

here's some of them that I came up with

and again all of these were just from

plain text I barely gave like any

description of what I wanted it to do

and it gave me a really wide variety I

like that flower like that fox not Fox

that Wolf the lion where's the lion this

one's really cool these sunflowers and

now I select each of the designs that I

like the most out of everything that it

made

then I go to up here and I can just say

make more

designs like

these and then I select however many I

want it to

make and I click generate and now it's

reading or looking at each of these

different designs seeing what they have

in common and now it's starting to

generate based off of those and in the

meantime while it's doing that I going

to show you the next cool thing that

we're able to do and like we saw with

the other image generators once we

finally make a design that we like we

have to just try to play around with the

prompt to recreate that whereas in

Mystic if you click on it go to Quick

actions see I really like this style

just go to Quick actions save style then

I name it whatever I want I can call

this firework explosion and then I would

just save it and then it'll show up as a

style for me to select from these drop

downs here so if I really like that

design and I want to recreate something

similar to it in the future say if I

wanted to make remake this but for

animals or whatever your need or coffee

cups whatever your Niche is I would just

save it as a style and then it'll show

up here as one of the the drop downs for

me to choose from and perhaps my

favorite feature out of everything that

Mystic can do on the generation side is

what it's able to do after you've

generated designs that you like and not

just what it can do to One Design but

what it can do to a bunch in bulk at the

same time so I like the these designs

here I'm going to select these then

previously the process is we have to

remove the background upscale it or turn

it into a vector file then come up with

titles and descriptions for all the

products before we upload it to printify

and go on that whole side of the process

so what we decided to do for Mystic is

instead of making people piece it

together with a bunch of different tools

all over the place we brought all those

tools into one easy to use dashboard so

to do that go up here to bulk actions

you just click remove background it just

tells you the number of credits the

credits system it's like pretty much the

same value for Leonardo all of them

every image generator is priced like

pretty similarly so now what it's doing

is going through all of these images and

automatically removing the background

and not only that we can tell it to

generate the title which it generates

titles and descriptions anything text

based is completely

free go take a look at the

wolf and there it is see the original it

has the background with the colors and

stuff and there's with it removed and

they even gave it a name of winner

Sprinter I think that's pretty cool and

if we don't like it we can just delete

it or tell it to write another one then

here's the description that it came up

with and if we don't like the

description we can edit it we can change

it to be whatever we want see the deer

so there's with the background then

here's the background removed now I want

to change the main image the image that

we're working with from now on to be the

one

with the background removed there we go

and now I want to create Vector files

for each of

these the vectorizing portion that's the

most expensive it just requires a lot of

generation power to use it so that's the

priciest thing so I just recommend doing

that with the designs that you're like

really happy with and then if you're

selling on Etsy or Amazon or red bubble

or any of those other sites you're also

able to generate tags for it to for you

to use on your listing and you're going

to be able to edit this and customize

how it generates your descriptions what

kind of titles you like you can change

all of your preferences under the

settings page but I just wanted to show

you basically the power that it has

already there's going to be so many

other features that we're adding down

the road like I want to basically allow

people to upload like the next stage is

I want to be able to upload all of these

designs just upload them into Mystic and

have it analyze everything see like

basically the whole process that we just

did manually do that automatically and

then start generating these ideas all on

its own so that we don't even have to

type in the word mandala or flower or

whatever that it'll do all that for us

basically as as little human

intervention as humanly possible that's

our goal but hopefully this little demo

gives you an example of the power that

it has and this is what I'm going to be

using for generating all of our designs

as we go through the rest of this course

for seasonal and then oh one thing I

forgot to mention is we're also going to

be adding printify printful gelato

Integrations down on the road along with

Amazon and Etsy that's definitely on the

road map but starting with printify but

for right now what you're able to do is

you can easily export and use all of

your designs however you want you just

go up here to bulk actions and download

and when it downloads it'll you're given

the option to download it as a

spreadsheet which will then give you

like all the titles descriptions and

images side by side so you can easily

just copy and paste each of those into

your Printery account and again

depending on when you're watching this

we might already have the Printery

integration finished so you can just

automatically upload it into your

account and then the next big feature

that we're working on already is the

mockup generation so you're going to be

able to create your own mockups like the

flatlay images of the t-shirts and

whatever products you're selling and

then automatically superimpose these

designs onto those mockups and you can

do that in bulk integrate it upload to

your Printery account so basically it's

going to be the end to endend solution

for print on demand Sellers and it's

going to be as competitively priced as

as humanly possible which I'm pretty

excited about I'm going to be using this

a ton on all of our stores and I can't

wait for you guys to try it out too so

but anyway so far what I've generated is

I made some I really like this design so

I made some flower designs floral

Phoenix perfect anyway the cool thing

for generating these all that I typed in

was the word flower it's pretty wild and

down here I typed in the word sun and

this is what it came up with Cosmic

Aztec Sun chill I played around with

like retro style but down here I just

typed in the word flower again I think I

selected the watercolor art style from

this in order to create that but down

here I tried getting creative with

Galactic art but yeah so all these

Generations together took me maybe like

10 15 minutes of effort on my part and

the prompts are as you can see like dead

simple and then just going through

selecting the ones that I like the best

like all those bulk actions remove

background then I want titles for each

descriptions and then once those are

finished just make sure the back

yeah it amazes me how good the AI is at

moving backgrounds not just in Mystic

but in all of

them oh this one's awesome too want to

see what the title comes up with for

that Sunny Radiance poppy passion these

titles are so much better than anything

I can come up with wow that's amazing

the fact that it's a it's that good I

removing the back ground even though

it's like very there's not clearly

defined edges at all crystal Lotus

that's cool Cosmo Flora I probably put a

space between though what else do I want

to make oh I haven't done butterflies

yet butterfly made out of flowers

t-shirt do a bunch and no art style

let's see what that comes up with

actually let's just do

couple right let's see what this comes

up

with all right so just finished

generating and made a bunch of different

butterfly designs out of flowers cool

this one got cut off a little bit so

I'll just have it redo that one that

one's cool I think this one's the best I

would just save this style but let's

remove the background and see how it

turns out yeah the background turned out

really nice let's zoom in yeah I like

this one a lot I could see this doing

this is the exact kind of thing that I

would put on a T-shirt and expect to do

pretty well so then from here what I

could do is go like this bulk actions

and then just sit

remake this design but in different art

styles I one with steampunk one with

rainbows one with roses Etc I know

that's kind of wordy but that's I'm just

able to write it plain text exactly how

I would think of it and now I want to

make a bunch more like this cuz I like

that one so let's see what it comes up

with there we have it all the designs

just came in honestly all these are

pretty cool the only reason I wouldn't

use all of them is I don't want out of

my Hundred I don't want to have too too

many butterflies really don't want this

to turn into a butterfly store but I

don't know some of these are sweet so

I'm going to select the ones that I like

the best this gelic one is cool rainbow

steampunk designs seem to do pretty well

too and if these are looking like

cartoony to you one that's by Design

like I want more cartoony like less

detailed designs do pretty well but you

can always just tell add detail and you

can say it as basic as that and it'll

it'll do a pretty good job so we get the

point we're able to use this to pretty

easily generate a ton of different

designs and we've just been doing it

with a handful at a time but if you

spend like an hour in here like we just

spent about 15 minutes and we came up

with a few dozen good designs for us to

start uploading so go over to Mystic use

mystic.ct lot of the customer service

messages at least when we first launch

so you might get a chance to talk with

me maybe I'll be helping you

troubleshoot if anything comes up but

yeah we're really excited for you guys

to try it so head over to us

[Music]

mystic.ct it doesn't turn into just

giant clutter of PNG files sitting on

your desktop and it starts to feel

overwhelming to scale up to a 100 or a

couple hundred designs and what I found

from my own personal experience is that

it's very easy to scale up processes

that are nice and organized and have a

system to it it becomes a lot more

challenging when it feels like a mess

and just like at the back of my head I

know that there's just a giant pile of

crap that I don't feel like sifting

through so we want to avoid all that cuz

one of the keys to success with these

businesses is having the bandwidth to

launch hundreds of designs not just 20

the good news is that we have an awesome

free tool for you to use that will help

make this process really simple and it's

this master design checklist that you

see in front of you so this is a

spreadsheet that I made and we use in

all of our Brands now cuz we were at the

point originally where it was just giant

mess so we made this spreadsheet and

what this does is it helps us keep track

of I think I have it for up to 500

designs and it keeps track of where it's

at in not just like the stages of

uploading but for down the line once we

launch like International and that kind

of stuff and it also makes it a really

easy filing system for us to keep track

of things so this is going to be linked

somewhere around this video and just

going to make a copy all right so we

made a copy I'm going to name this

seasonal Collections and bookmark this

and the other tool that we're going to

be using using is Google Drive which

this is where we're going to be

uploading all of our files and the idea

behind it is every design is not just

going to be getting a name but it's also

going to be assigned a number I just

downloaded one for example from Mystic

it's named floral

Majesty that's going to be our first

design first make a folder to hold all

of them floral Majesty file upload and

I'm going to upload all of the versions

then to keep things even more organized

I'm going to assign the same number to

those

names and as a bonus later on I'm going

to show you how we can automate this

entire process using make.com just like

zap here so the system that I have set

up is that anytime I make a new design I

just upload it to a Google drive folder

and then it automatically fills out this

spreadsheet for me but I want to show

you how it works manually first so

design name floral Magic D and

I share copy link I'm going to make sure

that anybody who has the link like from

my team that they're able to edit copy

change that to

editor and then paste the Google Drive

Link

there and then tab replaces it with that

and this is pretty cool let's go delete

that insert image in cells Google Drive

drive my

drive floral majesty and now I can see

what the design looks like which when

you only have 10 designs this might feel

like Overkill but trust me to really

grow these Brands having more designs is

your best way to do that take my word

for it this will make your life a whole

lot easier and then whatever status in

is draft and then as we go through the

process of uploading it to printify

Shopify both product editing

Q&A all of that we're going to be

checking off these boxes so the idea is

every design has its own folder every

design gets a line and just keep things

nice and organized so I'm going to go

ahead and repeat this process for the

rest of the designs that we have made so

far and one other option if you don't

like spreadsheets for whatever reason is

to use Trello just set up a simple board

basically just set up the columns to be

the same as this so you can track it and

then you can just move it along as you

go for me I used to do trell but now I

just like doing this it keeps it easy to

have it all in one place and the fact

that we use Google Drive makes it easy

as well so that's how we keep our

designs nice and organized we're going

to be referring back to this master

design checklist or spreadsheet a lot so

highly recommend setting yours up now

[Music]

now we're going to be setting up our

printify account which to do that we

have our handy dandy checklist here back

over on our setup spreadsheet and we're

just going to be walking through each of

these steps and I'm going to be covering

the basics of setting up prfi Meg's

going to be doing a section on the more

advanced stuff to be aware of but to get

started you're just going to click here

to start your free trial with printify

full disclosure we mentioned this is an

affiliate link for us which is one of

the only ways that we make any money off

of doing super long trainings like this

so please use it but for whatever reason

you don't feel like it you can always

just Google printify and create an

account that way but to get started

going to go

to

printify and click sign up then I'm

going to use the brand email at

seasonal

collections. then once you log into your

printify account you're going to be

brought to page like this and

they give you like insights and orders

there's a lot that you can see again

Meg's going to go through that stuff in

more detail with you but for now we're

just going to go right to uploading our

first

[Music]

product so to do that we're going to go

to catalog and

t-shirts catalog men's t-shirts and here

we're given the options that we have to

choose from so couple of things to keep

in mind is number one the quality of the

shirt and number to the price obviously

we'd rather go with the cheapest pricing

possible but there are some trade-offs

the Bell canvas is the highest quality

Gilden 5000 feels like cardboard some

people like it but it's generally

considered to be the worst quality and

then Gilden 64,000 is a soft style shirt

which this one's really nice find this

one to be a good balance of price and

quality then there's a bunch of other

brands just to save you time you don't

even have to worry about them with I've

probably sold just about every product

type on here and these are the ones you

want to be looking at so either soft

style belly Canvas OR the 5,000 is what

I recommend going with and you see the

pricing here is PRI premium is a lot

cheaper it's 20% cheaper on all products

so once you start making any kind of

sales you definitely want to upgrade to

printify premium after just one or two

orders if pays for itself and it's just

$30 a month so when you click on Bell

canvas you're brought to the product

page and by default this is something

new they added the printify choice where

it basically they'll choose the best

print provider for you but if we want we

can do Show additional providers and we

can see every different printer that

works with printify and you can see that

they each have their own pricing their

shipping speed their average production

time and then the colors they have

available it can be kind of overwhelming

because there's a lot of different

options on on here but Monster Digital

is the one that I've worked with a ton I

know right now they're an 8.6 I'm not

really sure why but they're really good

they're fast they're quality has always

been very consistent for us now Swift

pod Swift does this sketchy thing where

they set their pricing for just one

color to be lower it's not legitimate

pricing so going to go to Monster

Digital and click Start designing

explore by myself got it hide these tips

so they also just added neck labels

recently which is cool but what we're

going to do is go to upload Google Drive

and we're going to sync our Google drive

folder so that we're able to import our

pictures our design files so I'm

importing the SVG okay so it's too too

detailed all right so I'll have to fix

that but just for example uploading the

PNG

file and now we're in their drag and

drop editor where we can place it

wherever we want where we typically

place it we just Center it and then make

it touch the top and the reason we do

that is that if you picture like a

t-shirt it might seem like normal to put

it in the middle but if you print it

right smack dab in the middle it ends up

like almost on people's stomach compared

to like you want it just grazing the top

of the print line and you can also print

on the back if you want honestly I've

never really done that we've always just

done front prints it's definitely

something you could experiment with and

then the next thing that we're going to

do is select the colors that we want now

it can be overwhelming especially with

bell canvas the number of colors that

are available it's a lot and I I used to

just go through and select every single

color but now what we do is just choose

like the best looking five or six cuz

what we found is we actually had a

higher conversion rate on our site when

there was less choices because it led to

decision fatigue and if you are doing

Bella canvas I recommend looking at the

Heathers they're like some of the top

performers looks good military green

always does well Heather true Royal

Heather team purple that one does well

for the female audience let's throw up

black that looks cool and you can also

only select a maximum of 100 total

variants then for size you want to

select all the sizes they only go up to

3XL which we get a lot of requests

honestly for 4XL and 5xl so now we've

selected our colors and the sizing click

save product and now we're brought to

the page where we can choose from their

default mockups which they've added some

over time but they're still not the best

looking things in the world but there's

a lot of different ones that you can

choose from and pick out which one we're

going back working off of our

spreadsheet done this done that we

expanded the design we horizontally

centered it we vertically centered it

then we click the colors in the top then

we save the product now the title image

color so we want to choose whatever

color we think this design looks the

best on I think the black Heather other

that or the dark gray I think looks the

best so I'm changing the primary color

that's going to show up then I can

choose from any of these mockups like

that one but none of them are great so

we're going to be making our own mockups

separately and we'll show you how to do

that but just for now I'm just going to

go with the basic front mockup and then

the title we changed to same as the

product titles or the design title that

Mystic made so floral Majesty

t-shirt and then paste

in the

description these descriptions are going

to get changed a lot like we're going to

do this in bulk product editor so for

now you just put that at sizing table

and then for the pricing we select all

edit price and we'll talk about our

pricing psychology later but for now

just know that a good starter price is

$26.99 that's what we price all of our

other brands at something to mention is

so we have the retail price which that's

what we're going to charge the customer

the production cost is what we're going

to get charged by printify and then the

shipping cost is what they're going to

charge us to ship it so if we set it to

$26.99 we see that we have a profit of

$166 keep in mind that this is not

counting the shipping but our retail

price is also not counting the shipping

that we're going to charge to the

customer so it ends up roughly

offsetting but the 2xls and 3 XLS see

the price jump it's pretty substantial

price jump on the Bell canvas so we set

that price to 20 you can either do

$28.99 or

$27.99 and then how much does this one

jump it jumps a lot I'm going to set

this to

$31.99 there we go and you can set your

pricing anywhere from I would say 25 up

to 35 at the absolute Max but there's

obviously a tradeoff between conversion

rate and the cost of goods set our

pricing and then we haven't connected

our store just yet so we're going to

save his draft congrats on your first

product thank you and now to speed up

that process a little bit so you don't

have to go through and find the product

again what you can do is just hit clone

and go into

design and delete the design and then

upload our next design file so we would

select the next design and basically

just rinse and repeat that process and

you upload all the designs that you have

and you have to go through that manual

process every time that's why Mystic

we're going to be adding an automatic

product uploader feature but for now you

just have to rinse and repeat upload

each of the designs and it is a good

thing to learn and to practice get in a

rhythm of doing cuz it's again it's

monotonous but it's extremely valuable

to get comfortable with that process and

to give another example I'm going

to

upload let's do a Gilden

64,000 so we can see the price

difference unex soft style so I'm going

to

do Monster Digital again

and if you click on provider info you

can see the different colors that they

have and the breakdown of pricing all

right so we're choosing Monster Digital

start

designing close

that upload the

file Google

Drive like that scale I'm going to

increase to 800 that's way too big let's

try

500 nice and Center it

make it touch the top they also added

this where you can turn it into a

pattern if you want that's useful for

like phone cases and all over print

products but not really

for what we're doing let's make it

large Center to the top now let's select

the

colors so on the gild in 64,000 sport

gray dark Heather

Navy black the colors that we always do

are if the design looks good is black

white a gray those are the three that we

always do military green is also a good

seller and then Heather Royal but the

Heathers tend to be out of stock more

often than other colors so that's just

something to keep in mind we got our

white gray dark Heather we don't need

two

navies okay that's pretty good what is

that

six maybe do a red actually how does

this look on oh that's cool this one

looks really good on on on that and IT

sizes make sure they're all selected

nothing on the back or the neck label

and then save product again we're going

to be doing our own mockups but I think

Daisy looks the

best and

then

floral

Majesty delete all of this add sizing

table we're going to update our prices

again because this is a new product we

didn't just duplicate it if you had

duplicated your product and this would

already be done but 2XL we're going to

set this

to 28.99 there we go then save as

draft and there we go so now we have a

couple of products uploaded we've seen

what the Gilden 64,000 looks like versus

the Bella canvas so price-wise it seems

like they're relatively similar but like

848 versus 777 it's like around close to

a dollar or let's see what monster

digitals prices are

Monster Digital it's

778 versus 9913 so if you're selling

1,000 shirts a month that's 1,300 bucks

in profit that would be in your pocket

now the trade-off to consider is like if

a customer gets a Bella canvas how much

more likely are they to come back and

buy from you again it's tough to tell

because some people like the soft style

some like Bella canvas so for your own

brand I would recommend ordering samples

from both and deciding which one you

like the best and what you want your

customers be receiving all right so if

you followed along now you should have

your very first product uploaded to

printify and next Meg is going to be

covering how to set up your printify

settings and organize the rest of your

[Music]

account hi everybody and welcome to this

module we're going to be covering

everything from printify to Shopify by

focusing on fulfillment so this is a

really important part of print on demand

because if you're not able to fulfill

your products your customers are never

going to actually receive anything so

today we're going to walk through

everything that there is to really know

about printify as well as getting your

products ready on the Shopify side and

ready to launch and go live so we're

first going to start off with printify

the first thing that you're going to

want to do is open up that print account

and we're just going to kind of go

through the dashboard over here and play

around so as you can see right now I'm

in my products you can see the different

t-shirts that Chris and I have already

imported for this new print on demand

store but if you click your dashboard

this is going to kind of give you a

little overview of your overall printify

account as you can see orders requiring

action there are currently none this

would have some numbers if like maybe

you had a shirt that was out of stock

and somebody ordered that shirt you

would have a little order here saying

like hey this order we can't push it

through it has some sort of issue you

need to take a look at it and figure out

like what you want to do to fix it so

it's always good that this is zero but

it's okay if it's not zero issues are

going to arise problems are going to

happen and we're just going to tackle

them as they occur cost to date Zero

this would tell you exactly how much

you've spent on your production taxes

that kind of stuff with printify

specifically um so this is kind of like

a good area to know your overall cost of

goods of what you've paid with printify

products published we have over 40

they'll give you trending now kind of

different products that you could put on

your store potentially Chris and I never

really explore these options because

they are printed with different print

providers specifically we like to use

Monster Digital they're wonderful for

t-shirts apparel they're very fast have

minimal issues or mistakes but as you

can see all of these print providers are

different from Monster Digital so you

can add them to your store but just know

that you are going to be paying a double

shipping price on those products like if

somebody ordered a T-shirt and a mug

you're going to be paying double the

shipping because they're coming from two

completely different areas and shipping

to the same person and down here

printify has you know their blog which

can have some great information in it

how to do print on demand demand

creating products um as well as

different webinars that printify will

put on throughout the year where you can

learn from other people who have scaled

up their Stores um and have become

really profitable and done very well by

specifically using printify so this is

your little dashboard area um that kind

of just gives you the breakdown of your

store I know Chris kind of went through

this but the next thing that we can look

at is your catalog catalog is simply all

of the different products that printify

can offer you as a seller so we can you

know go through kind of do the little

quiz that they give you or just click

viewing the overall catalog so

everything from apparel to candles wall

decorations they are now starting to add

Beauty so if you are interested in doing

a supplement brand or potentially doing

beauty products this is something that

you can do as well now with printify

which is pretty crazy but Chris and I

we've always focused really just on

apparel it's what we know best so I

can't give you too much advice when it

comes to you know doing a supplement or

a beauty brand but printify is making it

very easy to get started in in that

Niche so you can play around and kind of

see the different you know print

providers look at the different styles

of shirts um and just get an idea of

like what you would truly want to be

selling um we already saw my products we

can click the orders button this is

where all of your orders are going to

kind of be like like thrown in so the

way that print on demand works is

somebody is going to purchase from your

Shopify store or your website from there

Shopify is going to send this order to

printify automatically you won't have to

do anything when somebody places an

order you will see it it will pop up

right here in this orders page and from

there that's where you can see all the

same information that the customer put

in on the Shopify side and as you watch

over the course of a couple days it'll

you know change from being like on hold

that's before it goes into production to

then being in production meaning Monster

Digital or whatever print provider you

select is actually working on printing

your product and then shipping it to the

customer to ready to ship to then on the

way so on the way means it's already

been shipped it has left the print

providers fulfillment center it is

currently being shipped to your customer

and and once they receive it those

orders will then get put into the

delivered area so that's kind of how all

these orders will go through their like

different phases of being fulfilled

something that you can take a look at

from time to time is if an order has

issues so this could be anywhere from

the address can't be found in pri's like

thirdparty address like basically a

third party address Checker so this is

going to basically make sure that the

address that your customer gave is an

address that a shipping company will

actually be able to find now this

doesn't typically happen in US orders

but if you do start to print and ship

and fulfill outside of the US that's

when the addresses can get a little bit

tricky and they're just a little bit

different from typically what the US has

so that's kind of the majority of like

has issues um you can have issues if

something's out of stock this is going

to typically be a big red button so

you'll know those orders that do have

issues and then you can reach out to the

customer and see how you would like the

issue to be resolved you can typically

send it to a different print provider

who has stock in that shirt they can

then ship it to the customer just for

that one order or you can refund the

customer and PR IFI will give you your

money back since they never actually

fulfilled the order so this is just a

quick little breakdown of the orders

tabs um again right now we don't have

anything in here because our store is

not currently live um but once we start

taking orders we'll be able to show you

videos showing that these orders are

going through printify the different

stages that they're in and how to deal

with any issues that come up next we can

go to the wallet app as you can see you

can subscribe here for printify premium

this is a way that you can get a 20 %

discount off of all of the products so

this is a great way to save money it's

$29 per month um and you can pay a

yearly subscription to kind of bring

that monthly cost down this is also

where you can add your your credit card

and your payment so how are you going to

pay for these orders typically Chris and

I just connect at one of our business

credit cards um and this way every time

an order gets placed will automatically

fulfill those orders around midnight and

it'll all go in as like one lump charge

for the end of the day which makes it

very nice and easy to calculate what

your cost of goods were and the cost of

good percent of your overall Revenue you

can also pay with PayPal and top up this

like little wallet that they have this

is where all of your transactions will

be shown so every time that printify has

to charge your credit card you'll see

all of those charges here invoices this

is where all invoices will go at the end

of a month um So currently we have our

invoices disabled but we'll go through

all the settings of what we like to have

you know set up on the printify side so

that it's easy for you guys to follow

along in our videos but these are where

our monthly invoices are going to go

that are going to give you that

breakdown of your production cost your

sales tax as well as your shipping costs

you can do per order invoices we don't

typically do that and then any

withdrawals so like if let's say you had

put money from PayPal or something in

your uh printify balance um you could

actually withdraw it from printify and

put it back into PayPal if you needed to

um again we don't typically top off this

this printify wallet kind of thing that

they use but that is an option for you

next we'll go to taxes this is where you

can set up all of your all of your sales

tax so this can be for vat which is is

for international orders outside of the

United States um USA you're going to

throw in sales tax so we'll go through a

whole thing about how to get a sales

certificate how to give that information

to printify so that you're no longer

being charged for sales tax because it

means that you're collecting it and

remitting it yourself um and also Canada

had to submit a certificate um so if you

had these resale certificates they would

be right here in

in this tax area they do make it very

easy and I'll be able to show you guys

how to actually submit a certificate

later on lastly we're going to go to

rewards no rewards yet but if there were

rewards they would be set up here

insights this is similar I would say to

your Shopify analytics page so once they

get enough information on the orders

that you're receiving they'll be able to

give you feedback on those on those

orders right here in this insights tab

um so nothing to really see at this

moment but let's get into Store settings

so as you can see we have named our

store my store you can name your store

whatever whatever you would like um but

this is where you are able to edit that

store name your ship from address we

always just do a printify default you

can put in your own custom address um if

you wanted to use like your home address

or whatever address you have linked to

your

business um and then these again are

just if you sold in Germany or the UK

like where would you want the where

would you want your address to be or

what would you want that that shipping

address to be again we just picked the

print of by default for all of them

order settings now this is really

important because we have talk about

order routing so this is a lot of times

if there is an issue with let's say out

of stock this is your way to tell

printify hey I am fine with you finding

a different print provider for me that

is within this range budget wise that is

able to fulfill it so we always enable

order routing because it just makes our

life easier and then you can decide if

you want similar product matches so we

use Gilden 64,000 let's say the closest

match was like a Gilden 5,000 are you

okay with your customer maybe not

getting that exact same shirt I would

say the exact product matches only

because if it is that big of an issue we

can reach out to our customer and ask

them if they would want a different

color if they'd want a different type of

shirt if they would rather just get

their money you know returned to them um

so I'll always say exact product matches

only if printify is not able to do that

I would then reach out to the customer

but here you can actually look into

seeing how order rerouting works again

we kind of went over the gist of it um

and then some different examples of when

printify would reroute your order it's

you know pretty rare I don't think it it

happens that often specifically with the

print provider that we've selected order

approval this is great because you can

automatically set how you would want

your orders to go through so manually

you would manually have to go through

that orders Tab and select the orders

that you would want to move to

production basically saying to the print

provider hey I'm I am approving this

order you can now start working on

Printing and then shipping this product

automatically every hour so that means

every hour that you're getting orders

they are charging your card or charging

your wallet and automatically pushing

those orders into production

automatically every 24 hours and then

automatically set time so we always

select automatically set time and then I

change this for

for like 11: we'll say like

11:53 p.m. so right before midnight

basically and that way it can cover all

of your orders that you've received over

the full 24-hour day without like let's

say you got an order like right at

midnight that's going to count towards

the next day this is just going to keep

our cost of goods kind of like nice

clean and organized and give us the most

realistic number so I always set this

automatically set time and for around

11:50

11:55 somewhere around there tracking

receive it as soon as it's available

this means that they'll send you

tracking information on large orders um

as soon as that tracking is available

okay so this is printify part two since

the video failed as you can see we will

receive that tracking information as

soon as it is available for us I always

prefer just to have that information as

soon as we possibly can um delayed

orders due to shipping restrictions yeah

I would just automatically send

everything to production if there's any

kind of issue with it being sent they're

going to put it in the has issues and

you're going to be able to resolve that

issue on your own anyways I would rather

it just automatically go and then would

you like to have daily order updates I

do receive these which is nice because

it'll tell me if there is an out of

stock issue um if you're not like

checking your orders in printify every

single day so this is definitely

something that's good to have turned on

um and then once you're done making

these changes we're going to click save

so printify connect we're going to talk

about printify connect with customer

service it's basically pri's way of kind

of handling customer service for

yourself you do need a printify premium

account in order to use this service

specifically Chris and I do not use this

service at this time but it can be a

great thing to add on if you're somebody

who's brand new to the industry it just

doesn't quite fit all of our needs that

we have for customer service at this

point in time but again I will go

through this in much more detail when we

get to the customer service portion of

this course this is going to be really

important your shipping profiles you

want to click General profile because if

you are automatically assign a new

shipping profile to every single order

it's going to change the price of your

shipping for the customer if that makes

sense so you want to click General

profile because it's going to actually

apply whatever shipping the customer

paid yeah instead of it putting in what

you've charged your customer for

shipping it's going to change that

within the printify side so we always

charge a flat shipping fee on Shopify

it's usually like

$4.95 somewhere around there but this

will actually use geolocation and charge

somebody like 725 for their shipping and

then it just turns into a big mess

customers are always really confused by

it um so you want to make sure that that

General profile is clicked and you apply

it so that whatever you've set up

shipping wise on Shopify stays with on

Shopify shipping calculator no we don't

need to do that again that this is kind

of like that creating a new shipping

profile for everything if you enable

this you you can enable it but customers

may turn away when they see oh it's

going to cost me you know

$99.50 to get this t-shirt like yeah no

way and and they'll leave so you can add

these we specifically do not we just

keep our flat you know shipping fee and

then branding this is where you can add

package inserts if you'd like again it's

with select print providers um so if you

click on these These are the the print

providers that do provide these printed

inserts where you can have your brand

name you could have your socials for

them to follow you on just kind of

different information for the customer

to have about your brand so Monster

Digital has them we do use them on our

brand that we currently run right now

again they're 15 cents per insert 10

cents if you have printify premium so

another one of those perks of being

signed up for the $29 per month printify

premium and then gift messages I think

we don't typically do any gift messages

on Shopify we don't get many people who

are asking for them it's definitely I

think more important for an Etsy order

than necessarily A Shopify store but

this is something that you could look

into if you get a lot of people who seem

to be buying your t-shirts for gifts

then this could be a great little insert

that oh yeah gift messages are currently

available for all Etsy or ERS um yeah

manually created so there's really no

way for them to do this for Shopify

owners at this point in time so I think

something that could be cool eventually

down the road um but right now not

something that we can you know use and

take advantage of but these are the

store settings that Chris and I have

used on our current brand and other

brands that we've fulfilled with

printify so just make sure when you're

setting up your store that you are

double-checking these settings because

if they are off you can run into some

issues and then the last thing on the

side here is branding so branding we

already saw those package inserts this

is where you can set that up and kind of

create like how You' want your insert to

look um and you can also do neck labels

so this is something that we do on our

current brand right now I don't think

it's necessarily something that you have

to have starting off but as you start to

scale up a little bit and you have a

little bit more money in that budget

it's just a great way to make your brand

feel more like legit um not saying that

it's not legit but again when you get

kind of get rid of that Gilden tag and

you've got a nice printed insert with

you know your brand on it it just kind

of gives it a more like wholesome feel

so not something that we need to add on

today but this is another way that you

can use this brand these branding tools

that prfi gives you to really elevate

your brand that you're building and then

again gift messages that we are not able

to use at this time but this is pretty

much how you should set up your printify

store um and then the next thing that we

are going to go into is actually getting

a product on printify to then Shopify um

and moving on from there so I hope you

enjoyed so make sure that you are going

through all of your store settings and

you know getting your store really ready

for that initial launch and then last

thing that is really great about

printify is their customer service so if

you click this little button down in the

bottom leand corner this is going to

pull up their customer service chat

where you can get any anything from

questions about print on demand and

printify account management so if you're

having let's say like issues with

setting up your account or issues with

your payment um you would want to click

account management products and Designs

if you're having issues with like maybe

a file size or something like that um

and then finally order management so if

you do have an issue with a product you

can click order management it'll kind of

ask you some more questions are you

trying to edit or cancel an order report

an issue um or do you have something

else to ask so we can say report an

issue and then from there give them more

information about the order what's going

on and a print ofi representative will

hop on with you and help talk you

through through this situation but their

customer service is I would say

phenomenal I've having done the customer

service for our brands for years

printify customer service has always

been excellent they're always very

helpful very polite I cannot recommend

using their customer service agents for

really like any issue that you're having

on printify but yeah this is how I would

set up our store so make sure that your

store is set up and that these settings

are in place prior to Launch so there is

it's smooth sailing and you know the

fewer hiccups in the beginning the

better but thank you for watching and

I'll see you in the next

[Music]

module okay in this module I'm going to

be going through how you can actually

create your own mockup on canva for

pretty cheap they have a lot of

different options that you can choose

from but I'll kind of run through how

I've created the mockup that you will

currently see and how you can do the

same and mix and match stuff to work for

whatever Niche you were selling in so

the first thing that you're going to

want to do is go to Etsy and look up the

different

Gilden

64,000

mockups that they offer and as you can

see there are a ton of different options

personally we like to do a l flat option

because your design then doesn't have

any creases or anything that's kind of

funky if you're in more of a feminine

Niche you could do a mockup more similar

to this but typically when I'm looking

for a good blank mockup to use I'm just

looking for a simple lay flat so as you

can see this one looks really good they

have a ton of colors to choose from and

it looks like they also send you

a sizing chart as well which is really

nice and you can use that then on your

store so this is how your design will

look it can have a front and a back so

you can just purchase one of these off

of etsy it's a quick easy digital

download again

$5.50 and then you can use it for pretty

much any store that you then want to

launch so I would highly recommend going

and doing just buying a simple mockup

online for really cheap and then being

able to use it in can canva making sure

that you know the colors are going to

match what your customer is actually

purchasing

Etc so after this you're going to go to

canva you're going to want to do an

Instagram size post so a 1080 x

1080 and we can then upload those

blanks that um as you can see we can

upload all those blanks that we just

downloaded so there are tons and tons of

color options guys I mean look at these

like that is crazy it's great we we love

that we'll just start off with a simple

white T-shirt this is what's going to be

our main focus of this mockup personally

this is the one that we are using for

this store this is what I was able to

make right here on canva and it just

matches kind of like that seasonal Vibe

we're going for spring so adding like a

color down here in the corner

specifically red catches the eye and

it's right near that call of action

button on your ads so kind of putting

something down here in this corner could

be a good place for somebody's eyes to

go and then immediately see that oh at

like buy now button but we have you know

the flowers we have some Greenery and

just kind of giving it a very like fresh

spring Vibe now if it was summer you

could change these to flipflops you

could maybe have some sort of like maybe

a beach towel in this corner instead of

these flowers so it's just kind of

thinking of what is your Niche um and

then planning on a design around that so

we have our blank t-shirt this is the

main attraction that's really the thing

that you want to pop and stand out the

next thing that I would do is find a

good background specifically I don't

know why but we really like a wood vibe

in all of our mockups our current mockup

has a wooden floor background as well so

you can go to elements and you can

actually select

um hardwood floor from above so this

should be like a view looking down onto

some hardwood floor so not too bad

that's kind of fun I kind of like how

there's some darker pieces to it but in

the middle kind of like where your

design would be it's a little bit

lighter so that's not bad I actually

don't mind the look of that um we can

keep looking we'll just keep that here

and then it's just kind of looking for

other other kind of floors that stand

out I kind of like that hairing bow I

don't love how distressed it is

though

um you could do something fun like this

like a teal looks like they have some

other fun colors so this could be really

cool too depending on what your Niche is

um so like if you were doing kind of

like a

gardening theme this one one could be

really fun or like if you were like a

farming Niche I don't know I feel like

red just kind of works for a farm so

just finding

other wooden pieces that like fit now I

kind of like the look of this the only

thing that you have to be careful of is

like will all the colors pop out so the

last thing that you want is a wood that

is too dark because if it's too dark is

your black or your Navy going to really

stand out or is it going to just kind of

fade into that background so this one

I'd kind of be afraid that the white

wouldn't stand out enough but I do like

the look of that kind of like lighter

wood that one's not bad I like the look

of

that and I think this one's kind of like

this one's a little bit darker so let's

try this let's go with a lighter let's

do a lighter wood

what we're going to do is just blow this

up and make it

bigger find the pieces that you like

there like a certain texture on there

that you're like wow I really like that

portion of it and then we're just going

to position it all the way to the back

so that shirt pops off of it and I think

that looks that looks pretty

nice um you can also if you wanted to

make it lighter make it a little bit

transparent you can kind of mess around

with manipulating the color a tiny bit

bit yeah and I'm oh that one's kind of

fun

ooh that one's really

fun let's see do I like this more

no I don't I don't like it

more

honestly but hey that's why we try these

things find what we like I like this

lighter wood in the back I think that's

kind of fun and then it's just kind of

finding and adding the little extras

that we want so if we wanted to add

something like shoes we can just do a

beach Vibe for this so let's

do flipflops looking

down and you can kind of get a flip-flop

vibe that you

like now this one you would probably

need to have like in this corner kind of

like that o these are

good and what you're going to do is

you're going to want to edit that photo

and remove that background

and then just kind of make it the size

of like what your flipflops would

actually be like you don't want flip

flops that are that big like who's whose

feet are really that big so just kind of

eyeing it up and saying like oh yeah

that looks like you know if I if my

flipflops were laying next to a t-shirt

so that looks

good let's do some

sunglasses

um down

view because we're going for kind of a

summer Vibe I think these these are a

little bit fun um so we'll see how the

background remover works sometimes the

background remover works great and other

times you're like it doesn't

look doesn't look too good I don't

really know if I like that bit there so

let's just keep keep looking keep our

eyes

up as you can see other people make

things that are similar like mockups

that are similar um but again they just

like don't really show off your product

that well they do have some cool plants

so like if you did want to have like an

a looking down kind of plant Vibe um

canva is really good with that kind of

stuff

um but let's let's

see could put of

coffee do I like no they're a little

off what should we do a lot of times

it's it is just playing around with what

you what you got oh here we go you could

just could have just typed in sunglasses

and gotten something really similar um I

don't know I like the look of these

again those are huge size it down so

that it's not someone's not looking

going like oh my gosh that's the biggest

pair of sunglasses I've ever seen in my

life um put them in that

corner let's see

a towel beach towel let's see beach

towel yeah

nothing looks like too great I really

like standing out at this

point guess you could do a beach ball

H this could be

cool now I wonder how CA will do with

this kind of like background sometimes

if you able to shrink it down a little

bit Cana can do a little bit better

with the removal oh okay so this turned

out this looks pretty good I like

the kind of like

the the vibe of

that again you can increase the

size now we do need

to handle something in this corner

Corner quick um if you can see at the

bottom

corner oh you know what the seashell

May okay let's go

back the seashell's kind of

fun okay I like the look of it I like it

then we can just kind of have our

flip-flops

over

here on the

side or even if you feel like it's too

much like sometimes you may be looking

at this and go like uh it's kind of a

lot going on

um which it can be but you could

honestly like get rid of those if you

wanted and this could just this could be

your mockup um again kind of just like

focusing on that image just right here

in the middle

um or that like that's kind of fun too

um again just like it's a lot of trial

and error and playing around with what

canva offers you

um but I don't know I kind of think this

is I kind of think that's

fun I'm kind of liking

the the vibe

I don't know maybe maybe the starfish is

a little

much we can get rid of it

um again and if you wanted to truly get

rid of the starfish you can just edit it

away like this using their eraser

tool and going back and now that little

starfish corner is

gone

um except I want my flip-flops

back there we

go got the flip-flops back now edit out

that little starfish in the

corner there we go

so that's kind of fun I like the like

the look of that

um you can go back to uploads and find a

design to put on there

um here we go we can just use this one

just as an example but you can then kind

of get an idea of like how is your

design going to look on that mockup is

it something like is it good is it fun

like that's kind of a fun fun little

mockup like if I were going to the beach

i'

go wow I really like the look of that

that's fun funky I definitely like that

but this is just an easy way for you to

create your own mockups without having

to hire a designer you can hire a

designer to make mock-ups for you can

kind of give them a few different ideas

and say like you know this is my Niche

that I'm going for can you add some

aspects within that Niche and they can

send you back a few different options

but just know you are going to end up

paying for that and then a way to make

things pop a little bit more so as you

can tell like if you can see the

shadowing on this mockup that I did we

can do the same thing on this and what

you're going to do is just

select these different photos and click

Shadows you do a drop shadow and it just

kind of is going to give your design

like a little I guess kind of make it a

little bit like 3D and give it that pop

that I think a lot of it stuff needs

needs and you can turn that intensity

down too so it doesn't have to be like

wow that

is way too much but it just again it

just adds like a nice little flare to

your shirt to your mockup just kind of

makes it stand out a tiny bit

more again the main focus is that shirt

so making sure that the shirt looks nice

and is standing out that design is

popping up so that looks pretty good if

I were doing like a be kind of vibe I

think that would definitely catch my eye

I would like for this I'd honestly like

for my colors on this to be a little bit

more popping out like this so I would

maybe update

my update my design so that that kind of

like pops out and jumps off of the shirt

more but this is a simple way for you to

create your own mockups at home and then

you can just duplicate it out with and

change the color shirt so if we get rid

of this and just copy the

shirt you duplicate

it

and uh what you can actually do is just

drag the shirt in and it'll keep all the

same stuff so it'll keep the

shadow so it's just an easy way to just

swap that out and keep that mockup the

same so I think these look really good I

think they pop out I think it kind of

gives you that summer Vibe of like where

somebody would actually maybe be wearing

this t-shirt they may actually wear it

to the beach or the pool they have their

towel ready and like their you know some

block but again you can just kind of

drag drop play around with it and make a

mockup that works really well for your

Niche without one paying a designer a

ton of money or two you know using PRI

standard mockups this is just a way to

make your brand stand out and um really

pop in in the ads CU that's the most

important part that's what's going to

drive that traffic to your site is

really your designs popping out and a

good mockup that's just kind of helping

to sell the

[Music]

fact okay in this module we are going to

go through every everything from the

printify side to the Shopify side and

getting products ready for launch so in

order to do this you're going to want to

first go to your printify store click on

your my products Tab and go to your

latest uploads and from here we're going

to copy or duplicate our latest design

because it's going to take all the

settings that we had from our previous

shirt and basically just duplicate it

out to a brand new one so all we have to

really do is just edit this design or

remove it and place the design that we

want um so we can upload

it we'll upload this black design and we

can click this make a specific design

for white um and this is basically going

to keep this darker black design um for

that white shirt we can do this for all

of our shirts that are the lighter

colors um and then we can also

add um some of the darker colors as

well do Royal and

maybe

cool so we can save that actually go

back to

edit um and then let's get

this let's get the white design just

going to be right

here there we go so now as you can see

it our lighter designs are going to have

that black text and our darker color

shirts are going to have our white text

um so this will be a great way for them

to stand out um and really make that

design

Pop I like the

green okay so let's save this

product as you can see these are the

different mockups that printify gives

you we do not typically use these

mockups not saying that you can't use

them you absolutely can we just like to

tweak our mockup and make it fitting for

the niche that we're selling in and kind

of just make it a little bit more

eye-catching for Facebook ads we'll

change the title

to aloe because that's what the shirt is

about um typically I don't worry about

the description you can absolutely use

the description that printify gives you

and their size chart that they use but

you don't have to do that you can also

edit this later which we can we can do

it a different time and then this is

where you can add different tags

typically I like to delete all of the

tags that perfi gives you and really

just put t-shirt that way it's easy for

me to bulk edit on the Shopify side of

things but if you were making let's say

like a gardening collection you could

put the tag

gardening if I can spell put gardening

and it would put that tag on here and

kind of group all those shirts that have

the tag gardening together so you can do

those tags here or you can add them

later on on the Shopify side it's really

completely up to you and what works best

for you we're going to stick with

standard shipping printify does now

offer economy shipping which is nice

because it kind of it gives a little bit

more money back to you and kind of can

increase that margin a little bit but as

you can see um it takes 4 to8 business

days for that local delivery and for

standard it's 2 to 5 typically we like

our customers to receive at least in the

United States to receive their shirt in

about a week um if we can keep that as

the time frame people are usually okay

by that um Amazon kind of made it really

tricky for small businesses specifically

print on demand and Drop Shipping

businesses because they're so fast

Amazon Prime you can literally order

something and it's at your doorstep the

next morning when you wake up so some

people will panic when they haven't

received their shirt in like a day and a

half and you just have to you know let

them know it is absolutely on its way

but we are not Amazon and we are doing

our best to get this shirt to you as

quickly as we possibly can and again

this is that assigning shipping profile

that we changed in the settings earlier

you want that to say General profile

pricing you can change the pricing here

in printify um or you can do that as

well in Shopify so if you

want you do that and see how it changes

the price of all of those different

t-shirts to

$26.99 and then 29

so as you can see the prices for this

one would then all be done but again you

can do that on the Shopify side of

things you can hide it in your store you

can select show all variants available

for purchase regardless of the stock

status we always do this because in

order to keep that stock like updated on

your store you have to like keep

connecting it to your like reconnecting

it to your store in order for it to get

the update of those out of stock things

so we just say show all of the available

if one is out of stock it can be

rerouted we'll figure out a way to get

that customer that order so I would not

say only show in stock items it can just

run into issues later on down the line

and then singing product details this is

where you could say hey I don't want my

tags or I don't want these things being

synced up but we're fine with all of

these being synced up personally even

though we don't use priz mockups I

prefer prefer to have the mockups sink

because it kind of is a double check for

me I make sure that I do have all the

right color mockups and I also make sure

that on those lighter designs where I

used a black text I want to make sure

that that mockup picture matches what

the customer is actually going to

receive I've had issues before where

I've forgotten that and a customer's

like I was supposed to have this shirt

with black text and it showed up with

white so you just want to make sure that

you know you're it's kind of there as

like a little backup check to make sure

everything everything looks good and

then you can save this to as a draft or

you can publish it to your store so

we're actually going to publish this to

our

store since we've published it you can

order some samples it's always a good

kind of suggestion for at least one

order order a sample and kind of see

like what is the quality would you be

happy with it as a customer this arrived

to your doorstep would you make any

changes does something need to be

tweaked is your design blurry or does it

like stand out and look really nice it's

just kind of nice to do a sample order

with maybe a few of your designs just to

get an idea for the quality of that

print provider the quality of that

t-shirt or apparel or homegood product

that you're going to be selling just to

make sure that you're actually happy

with what you're going to be selling so

you could click that this will create a

manual order go to shipping you'll put

in your address and everything and

that's how you will be able to set up

that sample order for yourself as you

can see we have the aloe shirt here it

is uploading everything to Shopify once

it has uploaded it'll say published like

the rest of the designs down here so we

can make our way over to

Shopify and then once we do a little

upload as you can see that aloe shirt is

here not on any sales channels and it's

just kind of hanging out it is

not not yet fully

uploaded okay so now it is all those

mockups should be in

there so you can click the aloe shirt

again this is where that you know prif

eyes default description pops up this

can all be changed later all these

mockups we can just get rid of

of

these the

extras otherwise people are just going

to be bombarded and they don't need that

but this way this way we can make sure

that we have all the other shirts and

designs that we like again I think the

green pops out I think it works for the

design that we have so I'll keep

green as our main picture if you wanted

to change it to a different color you

would simply just drag and drop so that

that picture would be the first one that

shows up and then you'd also want to

switch this color option as well so

let's not save it wait okay we'll save

this for now so if we go and view this

product on

Shopify you're going to notice charcoal

pops up that that's like the option even

though we selected that big green shirt

and we want green to pop up that's not

what we're seeing

here so in order to do that we have to

edit these the list that these variants

are in

um so we want this Irish

green and then this would be if like

your sizes were all out of whack so the

sizes are going in the right order we'll

click save and now we'll view

it and it still didn't do it why is

that oh maybe because I didn't click

done there we go okay cuz I didn't click

done um so now as you can see Irish

green is the selection and you get that

Irish green shirt in a size small so in

order to change um what you see you kind

of have to reorder those colors as well

as drag that big t-shirt here so

everything looks pretty good right now

the only thing that we need to do at

this point is update these mockup

pictures so what we're going to do is go

to canva you can create a new Instagram

post here that'll give us the right

dimensions that we're going to want to

use and we can actually upload files

from our main our main file drive so as

you can see we have all the different

blank mockups here that we've already

created so we're going to download these

and then we can upload these

into

canva

okay we'll upload all of those

planks great so these are

all slowly getting there but what we can

do is start

adding

oops all of these

images that way all we have to do is get

our design on there and then upload them

to

Shopify and these are all of the

different colors that we could

potentially use again we didn't select

all of them for this design but you can

pick and choose the ones that you want

our current brand we actually only have

I think a total of seven colors that we

use and they're pretty pretty bland

colors ones that don't typically have

any out of stock issues when you start

doing these funky colors like orange or

you know Heather Kelly Green those can

get a little tricky because not

everybody is going to or want to order a

kelly green shirt so just keep that in

mind that sometimes those funky colors

can have more out of stock issues than

like your standard black white sports

gray royal blue military green those are

a lot of colors that most companies are

going to have a lot of stock in because

that's the majority of what people

sell white and then we'll do orange

so now we have our blanks now all we

have to do is add our add our

designs I know that the name the naming

is not right that I did

but so I do remember that we had gray

and then you just kind of want to line

it

up make sure it looks good make sure

it's popping off of the shirt catching

somebody's eye making them kind of stop

scrolling on their social media and say

like oh I really like that shirt and

also kind of give them an idea of like

where

that uh text is going to going to be on

their shirt um you know if it's up here

someone's going to expect that your text

is that close to where the neckline is

and most of the time shirts are not like

that so it looks pretty good it's nice

and lined up we can copy that and then

find the lighter designs I think we did

it on light

blue and then I know we did it on white

those were the three that we did that

special black text and then the rest

we're going to we'll do

white again you just kind of want to

make sure that the sizing

is the same pretty good

again we'll copy this and then we just

paste it on the other

shirts and this will then keep that

design in the same location on every

shirt that we're then uploading so those

look really good we can download

these we'll download all

14 these images and then we're going to

upload them into the file so this is

number 4 9 aloe as you can see we have

the two designs the black and white we

can do a new

folder t-shirt

mockups and there you go all of these

mockups are now going to be

uploaded to your main

drive and this just is a great way to

help keep you organized if you need to

later grab an image for Facebook ads

it's just really nice to be able to know

exactly where everything is you don't

have to go searching on your desktop you

can pretty much work off of any computer

um as long as you can get to this Google

Drive so that looks great and now let's

get these mockups onto

on

Shopify okay so now we have all of them

let's first get rid of these colors that

we're not

using red yellow I think the rest

are there move them just makes life a

little bit easier just to match up so we

have our green military green

charcoal

Navy Royal

or we don't have this

one light blue perfect so we have all of

them so now what we can do is delete all

the original printify

ones we're going to remove

them and then it we're just going to be

left with our mockup which again just is

a little bit more eye-catching would

maybe stop somebody in their tracks as

they're scrolling on Facebook or

Instagram and now if we click view

perfect as you can see it is our

beautiful mockup we love to see

that and it looks pretty good and looks

nice when the other ones pop up as well

so overall I'm I'm impressed I really

like the way that this looks that's

pretty much getting your listing to a

point where it's ready for then bulk

editing which bulk editing is just kind

of a like last check off of your list to

make sure that everything is like set in

stone in an order for that launch so

just double-checking your prices

double-checking your descriptions making

sure that the sizing chart is added all

like the little tweaks as well as making

sure that the stock is updated um even

though we don't carry stock you

technically have to show that there's

some sort of stock in order for clavio

to um connect and work with with your

store but as we go back you'll see the

mockup changes and these designs are

pretty much ready looking good and ready

to go just a little bit of bulk editing

that we'll show in the next module and

ready to have your products launch

[Music]

hi guys welcome back in this module

we're going to go through the different

steps that you need to do to prepare

your products for going live on your

site so the first thing that you're

going to want to do is go to your

Shopify store and you can just kind of

take a quick peek glance at your designs

that you have and kind of make sure that

they are they all have their mockups

they all are correctly

titled and then from there we are

actually going to bulk edit and for this

we're going to need to download an app

called bulk

editor so we'll just do bulk edit it'll

take us to the Shopify App

Store and this is the one that we're

going to download has over 1,800 reviews

it's amazing I've been using it for

years so we're going to install it

install whatever decides to go there we

go so now we are in the app as you can

see down here we're in the bulk editor

app and this is where we are able to

bulk edit tons of stuff for our Shopify

store so you can edit tags um you can

change the vendor you can change the

product type or category that your

products are currently in you can update

the description change the titles Change

inventory add the cost like you name it

you can pretty much bulk edit anything

um so the first thing that we are going

to do is we want to make sure that our

pricing is set up correctly we want to

make sure that we're charging the right

amount for each t-shirt because the last

thing that we want to do is accidentally

sell a shirt for the amount that it's

going to cost us to fulfill it's

happened to me before I've accidentally

sold a shirt for like $10.99 so yeah you

don't make any money on that like that

was your own mistake so don't make the

same mistakes as me always bulk edit

always double check everything before

pushing that live button so there are

different ways that you can bulk edit

you can bulk edit by a collection by a

title by the cost that it's currently

set at like the status so if it's in

draft or if it's live there are tons of

things that we are able to edit from so

we can say that the title contains

t-shirt or this is another great place

if you already have tag set up on

printify using that tag and saying that

like the tag is t-shirt and then every

item that has that tag t-shirt should

then be bulk edited making your life a

100 times easier next we are going to

click an option

value is and we're going to do the size

size so we can say size small and we're

going to change the price to

26.99 so this should change all of our

t-shirts size small to

$26.99 now our small through XL are all

going to be priced the same I have tried

doing small like through XEL and

sometimes it just gets a little wonky

and doesn't always like perfectly work

um so from learning from that mistake I

just will go through and do the

different sizing options and that just

is like another little safety check that

that I've run fun fact on my first store

or no it was my second store it was like

the first store that I had ever really

like scaled I had a product that just

like popped off and did really well it

was during Co so there were a lot of

stock issues so as these stock issues

were rolling in I I did not know

anything about bulk product editing

whatsoever so I was individually going

into all of our different products that

we had that Chris and I had and I was

like deleting the variants that were out

of stock like single-handedly going in

and deleting them it took so much time

like for probably like a full two weeks

like I was doing that and then like

trying to add them back in it was an

absolute mess and I wish wish I had

known about bulk product editor like we

don't even get any Kickback from this

app like I just love that app this much

like it is it has saved my life so many

times um and can really get a collection

ready to launch in no time like the

longest portion now is just like getting

the designs into printify and then

getting those mockups onto Shopify from

there like the bulk editing is easy and

you're able to just be like hey guys

like collections live so it's a really

easy really easy thing to use so we're

currently on the free that's like the

demo so it can only do a certain number

of tasks and then like you need to move

up so I think we actually just use basic

on the brand right now that we've run

because you get 500 products number of

products per task 500 we don't have well

now I guess we have like about 500 but

this should last you for a a while like

we've been running our current store for

over 6 months now and like we're fine

with the $9.99 so play around with it

see if it's something that you would

like to use but the $9.99 plan should be

plenty for what you need unless you have

like thousands and thousands of products

and if you do I mean that's amazing so

let's resume now that we've paid it

should finish editing these for us okay

so that has edited the size small option

so we can actually recreate this it's

going to pull in everything that we just

did and all we're going to do is change

the size to

medium click

start again we're going to

recreate we're going to change it to

large this is just like a really quick

way that you can set up um these bulk

edits to just run in the background

while you're doing all the other things

that you need to be doing for your

store did I already do large I did okay

stop that one

yes

recreate XL there we go so now we should

be good small through XL are being taken

care of again we can recreate this we

can change this to 2 XL and that's going

to be 2

$7.99 and again we'll do it one more

time for

our 3XL and that's going to be

$29.99 so all of these are just going to

run in the background and kind of do

their thing as bulk product

editor does their stuff on the back end

we can also update

our description

and say title contains we'll say t-shirt

again this should do all of our products

that we currently have on the store now

this would be different if you had other

products so like if you were selling

hoodies and crew necks alongside of your

T-shirt you would want to either do a

title the title that contains like

hoodie or crew neck or the by the

product type there are like some

different ways that you can pretty much

like find what those products are and if

you're ever unsure if you've done it

correctly you can preview the Matched

products and if nonone match then you

know that you did something wrong but if

you did it kind of like the right way

products should pop up and show you yeah

so see all of these are going to show up

and we've got you know 10 pages of it so

we're good we

definitely have put in the correct stuff

and then we can say replace the entire

description what do we want to replace

it

with so this is a really easy way to put

in your description so in order to do

this you can actually go to your

products and edit your description in

one of one of your products so I did

that here I like to add a little Emoji I

think it just makes it fun and kind of

pops out a little bit and it's a little

bit different I think than what other

brands and stores typically do I put up

a flower because it is for our spring

collection again like if it was winter

you could do a snowflake or a Christmas

tree summer you could do a sun you can

kind of just pick a different fun Emoji

for whatever nich you're in if you're

like into humor if that's your Niche you

could literally do like a smiley face so

yeah there's just like some different

stuff but we like to talk about the

shirt so we say it's a gild and soft

style we give them the exact style shirt

that it is so if you wanted to go and

Google it you absolutely can you can

look at the fit it is a unisex fit as we

say you'd be surprised how many people

will actually get their order and say I

thought it was a women's cut

but it's a part of selling print on

demand unfortunately we also say what it

is made out of typically it is 100%

cotton but it can vary depending on the

different colors that you pick sometimes

it's not fully 100% cotton I think those

Heathers typically are I want to say

some polyester in there so we say that

it can vary depending on the color that

you select it's a light fabric it does

run true to size and they're made

packaged and shipped right here in the

United States and then we just kind of

give like a little fun thing at the

bottom seasonally inspired apparel and

you can grab the HTML code by just

clicking that little button in the

corner copying and then saving so this

is just going to save this description

to look exactly like this so it's fun

and cute um and just adds like a little

bit of an

extra I don't know I know just a little

extra that you can add to your store you

can double check it here yep everything

looks how I want it to look um so that's

great we can click edit now and so it's

going to edit that description as well

so we're changing the size we're doing

our description the next thing that we

can do is a compare at price and this

can help your conversion rate so this is

a way that you can kind of put like make

it seem like your shirts are on sale and

we can do that

with I think it's just within pricing

we'll click pricing

again yeah here we go change compare at

price again we're just going to say

title contains t-shirt because we know

that

works what we have right now you can do

it by variant I do all variants

sometimes you can change it like if

somebody filters and they want like all

the extra large sizes it'll change like

what the compare at price is I just keep

it a flat a flat compared at Price okay

and we can change this

to so you can just make it like a more

expensive compare at price um typically

I usually do like

30% more because because sometimes in

our ads we'll say like that things are a

certain percentage off so that way it

matches with whatever we're advertising

on Facebook so we've now updated that

compare at pricing again bulk editor is

just going to do its thing it's just

going to like run in the background of

stuff it's going to have some work that

it needs to do and it can take some time

but we know that all of these are set up

and they will run in the back end so it

it may take like 30 minutes for

everything to run through but once it's

done our collection is going to be good

to go so this is probably the last and

one of the most important steps and this

is going to be big when it comes to your

email marketing you have to update your

inventory because if your inventory is

not updated to like I think we we put it

in as like cell even like when out of

stock that kind of thing otherwise it's

not going to sink with your clavio

account so when you go and like try to

connect different cataloges clavio is

going to be like you don't have any

products but we do we're just a little

different CU we sell print on

demand um so again we can just say

title

contains

t-shirt we will click yep all variants

and

then let's see here we go update

inventory policy continue selling when

out of

stock allow customers to purchase even

when it's out of stock so this is

basically just saying like because if

you look on Shopify Shopify is going to

say we have no stock because we're not

like other brands where we have to hold

our own inventory technically we don't

have inventory that's all held by

printify so this is just basically

telling Shopify like hey even though we

don't have stock we can still fulfill

this and it's going to do the same thing

with clavio this is mostly important

though with clavio you should not have

any issues with Shopify without having

this but clavia will definitely give you

some issues if you do not have this

inventory inventory setting like changed

in the background but this is everything

that I do to pretty much finalize a

launch once I've made sure that the

pricing is good the descriptions are

added inventory is updated and the

compare at price is updated your

products are are good to launch

everything's good you're connected to

printify on the back end so if somebody

checks out like everything is going to

do what it needs to do again we'll let

this rest for a little bit we'll come

back and just make sure everything

updated appropriately and double check

the site to make sure that we see those

changes on the live site as well and

we'll add them to the different sales

channels but other than that you're good

to go okay so as you can see these bulk

edits are finishing up it's currently

running on our description so that's

really nice and now so a way that you

can double check this is then by going

to your online store and viewing your

store so we can click

shop and an easy way to double check

your um pricing as you can see here from

$26.99 is to go

by Price low to high so as you can see

all of these have been updated they are

at least $26.99 so you are definitely

making something like maybe some of the

higher up Brands could have an an issue

but overall they are pretty good this

mockup is not great that needs to be

moved down slightly um but this is why

we do like that final run through check

as you can see the description has been

updated here which looks really nice I

like how it kind of matches the flower

here in the

corner oh there we go you have Heather

Navy cool so as you can see as you

change the color variant the thumbnails

changing that way people can't be like

too distracted by all the other colors

down here or accidentally pick the wrong

color cuz that happens more often than

you would think yeah overall these look

really really good I like the look of

them and I like how when you scroll over

top the color changes as well so it kind

of just like is another way to catch

your eye now unfortunately there's no

there's no way to double check like that

inventory like on your your site but

assuming that it's it's running like it

you should not have any sort of issues

we'll double check this compare app

price in a minute when this is done and

you'll be able to see what that looks

like on the site but yeah other than

that like this is how to use the bulk

product Editor to pretty much get your

collection completely ready for launch

there you go there's your little

compared at so see how this one hasn't

been updated yet but fragile has it has

that 3856 crossed out and then you see

that

$26.99 price so works that works for me

I think that's great I hope you guys

enjoyed this module at this point you

guys should pretty much be ready to

launch your product should be ready to

go um besides some little tweaks here

and there uh everything is kind of set

up on our our side and we're ready to

start running some

[Music]

ads in this module we are going to go

through all the final steps to make sure

that your products are officially ready

for launch lach so the first thing that

you're going to want to do is go to your

Shopify store as you can see we've

already run all the bulk edit on the

back end which does all the hard work

for us now just double check everything

we can go to products we can see all the

mockups have been uploaded and we just

want to be updating all of this within

our like master design spreadsheet so as

you can see they're all currently in

draft we're going to make all of these

live all of our t-shirts have mockups

okay so mockups have been added for Aloe

because we did that together we do not

have hoodies crew necks or tank tops but

again you would go through the exact

same system that we've already done you

would you know go to whatever print

provider you're working with you would

pick the hoodie upload your design on

printify get it over to your Shopify

store and you would just do the exact

same thing that we've already done with

t-shirts so you're going to click that

we already did the mockup we have added

it to printify and we've updated it in

Shopify so we are good there and now we

can click that we bulk edited all of

these

products so we'll just click and this is

just a really easy way to stay organized

and see you know which designs have been

uploaded which

haven't for some reason reason was the

one added later so it was never bulk

edited pretty much before I do any sort

of launch I will always just run a bulk

edit again just to just to like triple

check and make sure that I have dotted

my eyes and crossed my

teeth

okay and in a perfect world the picture

would have popped up with all of these

but I mean that's fine you can still

click it and get an idea of what image

is there so that looks good now we

already know we've done our prfi stuff

so we already know that it's gone

through printify QA because we've been

the one uploading it if it wasn't you

like let's say you hired an employee you

would want to be going through and just

double checking and making sure that you

like the placement that everything's in

like let's say specifically like you

wanted a upper like chest like a logo

here and maybe a design design on the

back you would want to make sure that

that placement on that front chest is in

the right spot for us we really just do

like one big design on the front so as

long as it's centered and like

positional wise looks nice we shouldn't

run into too many issues but when it

comes to that like front chest like that

left chest you can sometimes run into

placement issues so we already know that

they've gone through a full printify QA

we've done all the mockup uploads on

Shopify so those have gone through our

QA again you would want to double check

this I would just go in take a quick

peek are the mockups looking good is it

what you had in mind are there any

changes that you would maybe want to

make prior to you know making these

designs live and public for people to

purchase again just going

through product tags again for this

launch all we've done is tag our designs

with T-shirt If you were doing a special

kind of launch like let's say you were

just doing a flower collection or you

were just doing like a beach collection

you would want to maybe tag all those

items with beach so that it's easy to

like organize and keep those products

together for us all we've been using so

far is the T-shirt design again when

you're first starting out I wouldn't say

like your tags are as important than

like when you've been around for a while

you have hundreds of products like if by

the time we get from like spring to

Summer

like I would want to start adding like a

spring tag a summer tag maybe tagging

certain shirts that would fit for

holidays so like any shirt that has like

red white and blue like tagging that for

Memorial Day or 4th of July those are

kind of things that you can be thinking

of or like when you're making a design

think of some of the tags that you would

potentially want to have and then just

add those tags to either printify or

Shopify and then it makes your life

easier later when you're trying to you

know or organize your site lots of

manual busy

work it's funny when um Chris and I have

become well I mean he's my husband now

but when we were dating and you know he

was telling me that I should start my

own store he thought I would be really

good at it it's funny we've kind of

fallen in love with the different parts

of running a business so it works out

very nicely to our advantage like he

would lose his mine just sitting here

like clicking through all these little

check boxes or like putting mockup

pictures on Shopify or doing any of the

canvas stuff he is just like not that

type of person he's so analytical and

loves just like loves data I think

that's why he loves the advertising so

much cuz for him he's not really looking

at like the creative part of ads pretty

much like I make the creative and feed

it to him and he's just like so good at

looking at that data and like making

decisions based off of the data that he

sees so just it's funny that like we

have just worked out to being you know

not only husband and wife but like

really good business partners and

enjoying different parts of the business

published two Shopify published on

Shopify and then once they're all live

then we'll go through and say that we've

published all of them

[Music]

[Music]

these are the most common mistakes that

I see beginners make and that quite

honestly I made myself when it comes to

the areas of their product catalog and

their fulfillment so first off with the

product mistakes these are the ones that

are going to cost you dearly when it

comes to like your ad performance and

just your overall sales in general cuz

if you don't have like really high

quality products then nothing else is

going to work as I will repeatedly say

throughout this course so avoiding these

mistakes will get you sales and

profitability much faster the first one

is not enough products I used to tell

people like 50 to 75 designs and this is

for t-shirts with print on man obviously

if you're selling different products

just swap it out but when it comes to

t-shirts specifically print on demand

stores you need at least like a 100

designs to get a good sample size of

potential designs for their be something

for everybody who comes to your store

next is the product collection not being

based on Research so people just sitting

down at their computer and coming up

with designs that they like or just

randomly taking shots in the dark the

research is a absolutely crucial step

it's a step that I'm not even quite sure

why but people seem to myself included

seem to hold off on this and it seems

like it's not until they're like

somewhat more experience for them to

really start seeing the value in the

research maybe it's because they're just

too much to learn early on or I'm not

sure but try to fight that urge and do

your research upfront you'll save

yourself so much time next is they start

diversifying their product catalog

before they are profitable and this is

an understandable urge which is like you

launch with say t-shirts for example and

then your store isn't doing that so then

you go okay now I'm going to launch

phone cases okay now that's not doing

too then I'm going to launch something

else and people do that because they

think oh by adding more products like

Chris says more products it's going to

lead me to be profitable more which is

true a lot of times but there's a

underlying like fulfillment debt that

gets built up with that you learn how to

make t-shirt designs that's a skill that

you can get good at you get really good

at knowing that product type how to make

good designs learning the ins and outs

as soon as you switch to a different

product type it's completely different

yes it's similar it can still be print

on Dem or if you're doing Drop Shipping

whatever but as soon as you switch to a

different product type you're erasing

all of the builtup skill set that you

already developed so what I tell people

is don't expand your product catalog to

a different product type until you've

gotten profitable in the first place

even if you go to apparel I would not

recommend if you launch a store and

you're not profitable yet I would not

recommend adding on hoodies of those

same designs cuz if nobody's buying them

on

t-shirts there might be some Fringe

scenarios where they sell slightly

better on hoodies or tank tops but by

and large if it doesn't sell on t-shirts

it's not going to magically flip a

switch if it's put on a hoodie or a tank

top it's just not going to happen so get

your collection Prof get your brand

profitable with t-shirts or whatever you

start off with first I don't care if you

do t-shirts that's just what I recommend

but whatever you start out with get it

profitable with that first and then

before expanding to other things and

we'll talk about all the times to expand

to different products and like how you

can expand your like scale by expanding

your product catalog but it has to be

done in the right way and not too early

the fourth is bad mockups you can have

great Designs Great products but if the

mockup just looks overly photoshopped or

not enticing then nobody's going to buy

it more and Upstream from that nobody's

going to click on the ad the mockups are

so key so rewatch The section that Meg

did on how she made like an amazing

looking mockup like just some simple

filters and stuff that she puts on it um

it's yeah they're worth the weight in

gold and then the next one is not

iterating on their product catalog once

the sales start coming in and this was

one that I did a lot when I would make a

a collection of products and then sales

would start coming in and then all of my

focus would just go to the ad account

and like optimizing tweaking little

things there they not full-time my my

main focus should have been on seeing

which designs are performing the best

like what are people buying then go and

make more of those and just rinse and

repeat that exact process over and over

again and if you keep doing that you

stay focused on that like within a few

weeks weeks or months you'll have an

amazing product catalog like an amazing

collection that is going to drive sales

like nothing else ever can now the

Fulfillment mistakes these are ones that

can end up costing you a lot in your

backend profitability in two different

ways one your cost of goods like your

actual margin that's the most obvious

one but two is the LTV of your customer

so first mistake I see is people not

watching their cost of goods percentage

you need to run the financials daily and

make sure that your cost Goods

percentage as a percentage of Revenue is

around 40% if it even hits like 45%

that's too high 50% no way you're really

making money 55% you're just burning

cash it needs to be at 40% or lower

which as an aside companies like big

companies that are like scaling to

multiple eight figures they shoot for

products that are in like 25 to 30% cost

of goods so like they're aiming way

lower they go after products where they

have huge margin

now obviously there's some advantages

that they have that we don't like for

example they have a lot of cash they can

invest into buying a bunch of inventory

to get cheaper prices so with print on

demand the tradeoff we don't have to put

any money up front the trade-off is that

it's slightly lower Mark not slightly

it's lower margins but you can manage

that it's definitely manageable if you

set the prices around what we recommend

but you have to watch that number on a

daily basis and make sure it stays at

40% because take it from me if it gets

if it runs away from you becomes much

harder to course correct and get it back

number two is not staying on top of

order statuses so as once an order comes

in from a customer you need to be

watching in your printify account or

whatever fulfilment provider you're

using we use printify they have a really

easy dashboard to check each of your

order statuses if anything is wrong with

them like if they need you to update

like a shipping address or a package

return whatever it is or if a shipment

was delayed they update it in your

dashboard but you need to actually be

watching that and keeping track of each

of the orders because every order that's

delayed for whatever reason that can

either go one of two ways either a the

one the route that I went most often

early on is you do nothing about it

partially because you don't even know

what's going on and the customer ends up

just waiting 6 weeks to never to get

their product and then they're pissed

off either charging back asking for a

refund and certainly not telling any of

their friends or family to go buy from

you they had this horrible experience or

B you're watching this every day and

you're as soon as an order is delayed

you're getting in there and fixing it

giving printify whatever they need to

correct it and then you're contacting

the customer if it's been like more than

a day or two and letting them know and

say hey your order's been delayed but to

make up for it like here's a 20%

discount or like we refunded the cost of

the shipping on your order that customer

is now completely understanding okay it

took an extra day or two because you

were just Pro Pro active about it

nothing different happened you were just

checking it on a daily basis along that

same line is another mistake I see

people making is over promising on their

fulfillment times so if your orders like

if you're using like Monster Digital

from printify they're normally very good

at getting orders out by the next day a

lot of times but I would never say that

on the website cuz I don't want any

customer to have that expectation of

okay if my order is not out by tomorrow

then something's wrong and more than

something wrong I'm I'm pissed off about

it so we tell people that it takes 5 to

seven business days for it to arrive in

the US for international we say longer

but in the US full well knowing that

they're most likely going to get the

product in two to four business days and

the trade-off there is you get a

slightly lower conversion rate maybe

because there's some people that might

want it like tomorrow for a birthday or

something but on the upside you are way

when a customer is expecting it in 5 to

seven business days and they get it in

two days that person's ecstatic and the

only difference was that you just tell

them something like a little bit

overcompensating on the front end and

then you just you win a customer for

life cuz you just wowed them along that

same line and how your fulfillment ties

into your LTV I see a lot of people not

viewing the Fulfillment experience as

part of the their customer funnel cuz as

you have the the front end funnel

obviously like your paid ads your

collection page your product page to

that whole thing that we talk about but

then

as soon as somebody becomes a customer

they go from just a passive like browser

to a buyer a customer they then go into

your next funnel which is your LTV

funnel which is how do we maximize the

relationship with that person with like

emails and like our organic content

providing value but a big piece of that

is them actually getting the product and

having a great experience the first time

and a story I can share about this is

that we had a an email blast go out to

people where we were promoting like a

new sale like around the holidays it's

like a Black Friday sale and what we

hadn't realized is that we weren't

checking our order statuses and there

was something wrong with a lot of the

addresses that were being entered in

this was specific to International

customers but so we had a big batch of

people that were waiting on their order

they've been waiting longer than they

expected and then we blasted our whole

email list saying hey like here's a new

sale come check it out we got flooded

with messages of people saying Hey

where's my essentially like you

guys are promoting this new great sale

like great where's my product and so not

only did we get a bunch of refunds and

stuff but then all those people are now

pissed off no chance they're ever going

to buy from us again CU they don't trust

us and like we sent really good

follow-up emails apologized profusely

refunded anybody who like even remotely

asked for it so we like did damage

control as much as we could but it

definitely still had a huge impact on

the brand and if we had just done done

these things none of that would have

happened and the fifth fulfillment

mistake I see a lot of people making is

in not really optimizing the shipping

cost they're charging to their customers

and uh a lot of times just overcharging

because it's very easy to just see okay

I'm getting charged This Much by

printify or whoever I'm just going to

pass that directly to the customer and

when you're optimizing like your

checkout page the biggest dial mover

that you can have is your shipping cost

that's one of the biggest reasons that

people drop off at checkout is that they

don't realize how much they're going to

get charged for shipping and if you're

just passing there's a huge difference

in charging $3 or $4 for shipping

compared to $7 or $8 and so even if that

is your cost even if that's what you're

paying to printify on that order you

need to be optimizing like your pricing

strategy to and your shipping costs to

lower keep the shipping as low as

possible to your customer but at the

same time monitoring your cost of goods

to make sure you're not undercharging

the way we solved that problem in our

brand was charging slightly more for

each product so we could keep our

shipping cost at under a reasonable

amount um so like we charge about $4.95

for base shipping and then for orders

that are like $50 to $60 we charge uh$

5.95 so it's like weight based and we

put that in the shipping cost so it says

like standard shipping for anyone who's

like under 50 uh it's $4.95 and then for

anybody who's 50 to 60 it's uh 5.95 and

then parenthesis it says 1B plus

shipping so that and doing that helped

maintain conversion rate got us an extra

dollar back in margin on those orders

but we weren't doing that for the

longest time because we were just

thinking oh we'll just pass whatever our

fulfillment or shipping cost is directly

to the customer those are some of the

biggest product and fulfillment mistakes

that I see beginners making and that I

made myself so that you can learn from

them and hopefully avoid some of them

and put that margin back in your pocket

and have a much happier customer at the

end of the

[Music]

day this module we're going to be going

over setting up and optimizing our

Shopify store so first off to give us a

10,000 ft view what is Shopify so

definition if you look it up is Shopify

is just a leading e-commerce platform

that allows individuals and businesses

to create customize their own online

stores and it's designed to provide

entrepreneurs with the tools needed to

launch grow and manage their online

businesses seamlessly basically it's

just like Legos building blocks for

making a website specifically e-commerce

and they're competitors like we've

talked about are wooc Commerce Magento

Wix but I've tried all of them and

Shopify is hands down the best and

easiest to work with and to clarify

again Shopify is not like Etsy Amazon

Redbubble those marketplaces because

those are marketplaces they're back to

the mall example Shopify is like

building our own Standalone store which

is what we're going for because we're

trying to build an actual brand so how

are we going to be using Shopify for

building our brand so it's going to be

our online storefront or the place that

our customers are able to come visit us

on the internet and buy from us so you

can think of it like our brick and

mortar storefront and our goal this is

important to understand is not to build

the most beautiful website we are not

going for aesthetic we are going for

conversions and the two are often times

mutually exclusive we want a website

that is clean Sleek vast and something

that builds trust with our customers we

don't care about wowing or impressing

our friends and family when they check

out our site like I don't care if it

looks like a fifth grade computer

science project as long as it converts

and this was something that I learned

early on after I invested tons and tons

of time into tweaking the colors and

making the best pictures from my website

until it was really pretty and I could

show everybody and think it was cool but

I had zero sales then I started running

ads and it converted like crap because

it was slow clunky just distracted

customers had way too many options

whereas now I go for the one the easiest

thing to set up so I can quickly get up

in testing and two something that

converts extremely well so our

step-by-step instructions we're going to

be using our checklist to go through

this Click by click we're going to

create our Shopify account then we're

going to optimize our store we're going

to set up our payment processors which

is our ability to actually collect

credit card payments from customers

we're going to go over our musthave apps

how do we set up discount codes and run

offers and giveaways for our customers

then how do we set up our printing or

fulfillment integration which we're

using printify but you can integrate

your Shopify store with any number of

different print providers or fulfillment

so like if you're doing a like source

products from China to from your

manufacturer to a warehouse you can hook

that up to your Shopify store or if

you're Drop Shipping you can hook that

up we just so happen in the scope of

this course to be using print on demand

the bottom line is that by the end of

this module we are going to have a fully

functional optimized Shopify store that

is up and ready to start taking orders

and that's part one part two is about

the optimization so part one is going to

be a lot of stepbystep Click by click

instructions walk through together I'm

going to be building my own store right

alongside you so you can know exactly

how to set things up then the second

part of this module is going to be kind

of the more ambiguous like lessons like

learning the best practices learning

about average order value optimization

conversion rate Mobile versus desktop

our site speed pricing psychology then

we're going to review some common

mistakes that I myself and a lot of

beginners have made and we're going to

explain how we can improve each of these

and how it applies to your business so

that when you look at your Shopify store

and you're able you're looking at your

metrics you're able to understand what

levers you have and where you should be

spending your time what you should be

focusing on and for your homework for

this module you should have made your

Shopify account gone through the basic

store setup along with this video edited

your Shopify notification emails to

match your brand voice which we're going

to cover created your Shopify theme

added your privacy policies terms of

service and integrated your payment

processors and and set up and tested a

discount and placed a test order so

without further Ado let's start setting

up our

[Music]

store now we're going to begin setting

up our Shopify store we're going to be

doing this by going Click by click

through the spreadsheet that we have

here that again is linked somewhere

around this video we like link all

resources and stuff under each lesson so

go check the links in the description

too to get started we're going to use

this link here free trial of Shopify

which full disclosure like I've already

mentioned is a affiliate link for us we

get a small commission has no impact to

you and by using this link you get a $1

trial to Shopify so what I'm going to do

is on the site type in our email address

and for any of you who are watching

closely you might have noticed that I

spelled I spelled the email wrong when I

set up the pry account so I changed that

no I did not mean whatever it's

suggesting password create Shopify

account save

what would you like to sell online

store I'm just

starting print on man

[Music]

products all right all right first thing

we're going to do this might be slightly

out of order but we're going to install

printify to uh link and pull in the

products that we already uploaded what

we just did is we installed the Shopify

or the printify app within Shopify and

then from the

main dashboard here so all the products

that we made here I'm going to select

all click copy to and then my store I'll

show that one more time so from our

printify dashboard board here go to my

products you have different stores here

which we'll talk about more later but we

added our products under my new

store and then we just do copy to and

then this is our new Shopify store that

we just

connected so while those are copying

we're going to go back over to Shopify

and just get a quick overview of the way

that it works it's fairly simple we'll

get the hang of it pretty quickly just

after a couple of hours of using it but

over here on the Le hand side is our

main menu or options where we can see

our orders our product uh our customer

list any uh our finances which is like

our payouts analytics marketing and

discounts and to give you the 8020

principle the options we're going to be

working with the most are the products

content I hardly ever touch finances I

check periodically like when we're

running a p&l and then analytics is the

page that we're going to be using by far

the

most and then online store is where

you're able to make a lot of changes to

like your theme and change the way that

your store

looks and then discounts is where you

can set up like your free shipping

coupons and discounts like that sort of

thing so now I'm going to select all of

them or actually I'm not going to

do we don't want the Bella

canvas I just did that one for an

example so I'm deleting those

selecting all of them which right now we

just have 10 Meg is working on uploading

the rest she's going to show you more of

that in her Section but for now I'm just

going to publish and

syncing all of

these all right so it's gives you the

option to sync different product details

here and it defaults to keep individual

product but we want to syn and select

all of these we're going to be changing

our mockups shortly but for now we just

leave it and the only one that I turn

off is tags and hit confirm all right

now back on track while those are

publishing so we got a little overview

and now we're going to go through step

by step and our Target goal of what

we're going to be setting up is a very

basic shop I store like this like we're

just going to have our collection page

our product

page and like check out cart that sort

of stuff like Bare Bones we're not going

to be building

like a gym shark looking website by any

means we're just going

for short to the point converts really

well that's our goal to make this even

easier on ourselves just going to bring

it up side by side with our spreadsheet

so the first thing we're doing is our

basic account setup just following right

along go to our

settings then

payments complete account

setup submit details so this is where if

you've filed an LLC which I highly

recommend if you've opened one then

you're going to select LLC and then you

enter your EIN number and your business

address and it's important to be aware

that this business address that you see

here is going to show up on your

customer's credit card statements so you

want to make sure that it's an address

that you're comfortable with people

seeing if you if this is like your home

address or apartment wherever you live I

recommend uh opening up a PO Box instead

all right so I entered all of the

personal details Ein now down to

business

category we are clothing and accessories

uh family clo it really doesn't matter

graphic t-shirts

hoodies tank tops and other

apparel that really doesn't matter

that's just for their records statement

descriptor this is what when a customer

checks out and they charge make a

purchase this will show up on their card

so what name do you want them to see

basically then the phone number down to

this step up here enter your business

phone number so you don't want to enter

your personal phone number I've made

that mistake in the past and your phone

will just get blown up with calls from

people so what we're going to do is set

up a Google

Voice

[Music]

number save for business get started and

this is just a lowc cost monthly

subscription where it'll basically

generate a phone number for us that

anytime somebody calls it or texts it it

will send us an email to whatever email

address we give

it

Oh Google's gotten sneaky with this I

selected the $10 month one but it's

defaulting to that so I'm just going to

have to change

that set up

voice let's get set

up the United

States

location I entered that information now

I'm going to assign a number

reviewing the information

confirm

skip great okay so now we have our

Google Voice account set up I'm just

going to save that to our bookmarks bar

all right that's cool we can also call

people if we really wanted to we don't

want to do that but all right calling as

302 just going to paste that in I'm also

going to save this info to a notepad

so far we have

our support email and now we have our

phone number I'm just saving that to

make our lives

easier guess we're going to need it

again so now submit for

verification I'm going to turn on twep

authentication to do this you can either

do the text message version or you can

use an authenticator app they're all

free you just go to the App Store and

search for it basically what this does

is it generates a authentication number

for you anytime you try to log

in and this is to prevent your account

from getting hacked seasonal collections

Shopify and then they also give you

recovery codes in case your

authentication app doesn't work for some

reason

okay so we added the business phone

number now banking information we'll be

able to do that once our account gets

verified next we're going to go to the

checkout page set up our shipping

address address phone number so we're

going to go to settings check

out and we're just going through setting

up all these settings and like the

backend red tape stuff that normally you

don't figure out until like months down

the road we're setting it all up up

front so you can trust that everything's

done properly the right way all right so

shipping address phone number

oh okay company name op don't include

address

optional make that

optional email

pre-selected show tipping you can turn

this on and let people tip your Shopify

store I don't really believe in the

whole tipping culture thing but I tried

it at one point and people actually did

it a surprising amount but I turned it

off cuz it just feels weird like I'm not

I don't deserve a tip for running a shop

store at least that's my view on it

address collection is shipping add

validate

yep so did that send a Bandon checkout

automatically

fulfill yeah automatically fill only the

gift cards okay pixels we're going to

set that up next I think we skip

something abandoned checkout emails

oh I think they moved

this so banon checkout is not on emails

is not

on the checkout page anymore now I bet

it's

under

automations yeah so we need to upgrade

our plan which I'm going to do that you

can keep going going with the trial but

go with that me personally I want to be

able to set up our abandoned card emails

and that sort of thing and connect our

custom domain otherwise people are going

to have to navigate to a weird domain in

order to visit our site we don't want

that so I'm going to go ahead and

complete the purchase of this all right

so I upgraded I'm going to go to

marketing

automations turn on abandoned cart

and turn on abandoned

checkout we'll come back to those in a

little bit but for now

that let's just see what

they're yeah so those are good for now

okay next we're setting up our

domain so to set up our domain assuming

it hasn't moved we're going to

settings

domain and connect existing

domain seasonal collections. Cod next

so the way to link it is we have to add

a record showing that basically we have

proof of this domain so we're doing

exactly what it says here type text

name Shopify verification value

this TTL leave it hit

save continue and verify and it's

sending an email with verification

code as a side note I don't know what

GoDaddy does but very ironically their

emails take forever to send don't be

surprised if it takes five seven minutes

to receive the

code yeah for frame reference it just

took like 8 minutes for it to be

sent so finally got the domain set up

you can see seasonal collections. is set

as the primary for the store now if we

go to that domain it'll just say opening

soon but pretty cool our site is now

live and you can navigate to it we're

going to leave this site up and actually

run it so you can go check it out as

we're building it it's probably going to

look different than this at the time of

you watching it if everything goes

according to plan so let's keep moving

right along so we connected the domain

next we're going to go to our

branding which go to settings and

brand and this is where we can add our

logos so the square logo I wanted to use

this

one and then our colors we're just going

to use the same colors as before so I'm

going to go back to that chat gbt

conversation get the hex

codes we have our Orange

secondary

colors there we go now I'm going to come

up with a slogan this just as a filler

right now I'm

up with a slogan for

seasonal collections Peril brand

I like this

one so add that as my

slogan write a short description of the

brand we're going to be revisiting all

this stuff later on this is just

placeholder stuff for

now there we go save now let's go back

to our spreadsheet so we added our

logo now we're going to do our policies

so to navigate to that we go down to

settings

again and

policies and we can just generate from

the templates and

let's put today's date which today is

4

5-24 our

TOS operated

by and if you go to

the school group and into the classroom

we're going to have our own templat so

you can copy and paste contact

information

create

seasonal

collections put our Google Voice number

here we go we'll talk more about like

the strategy behind our policies and

stuff later and we already did this

portion so we connect Ed our printify

account signed into it copied the

products to our Shopify store and now we

just have to no actually we already

published them so they should be if

everything went according to plan yep

our designs are officially live in the

store now we're going to remove the

password from the store so we can

actually take a look at it and see how

things are looking so far and to remove

the password from your store you just go

to online

store then you have to add a business

address so I'm going to fill this in

quickly and then after you enter that

information you can remove the password

and view your

store and there we go so this is what

we're working with so far so obviously

we have some changes to make but

honestly it's not as much work as you

might think since we have all of it

mapped out right here

we're going to leave the product editing

section for Meg to show you but she's

going to show you how in bulk you're

able to

change all the names of your products

all the prices all that kind of good

stuff so what we're going to do is start

editing the layout and design of our

store so we're going to go

to theme

settings just online store and then

customize we're using the dawn theme

which there's a whole theme like store

that you can um buy like custom themes

that are couple hundred bucks a lot of

the free themes though are work

perfectly fine so we're just going to be

using the dawn theme you can always

change that later and buy a different

theme if there's one that you like more

but honestly the most important levers

for us to be pulling our uh like our

product catalog and basically rebuilding

the exact store that I've

made a bunch of times and know that it

converts really

well we're going to set up our first

collection so products Collections and

this is how we're able to organize all

of our products within our store so that

it's easy for our customers to navigate

to so we're going to create a collection

of all of our

products so go to collections create

collection title The Collection all

products

then we're going to make it an automated

collection and set it to product type is

equal

to t-shirt so that's just going to add

all of our t-shirt products as they get

synced from printify it's going to get

automatically added to our

store publish it to all those we don't

need an image and we can just do the

default so that's pretty much it you

don't really have to put any kind of

description later on I'll put something

like

like

th000 plus happy customers something

along those lines but we don't need

anything there for

now so we're just going to save

that and then we're going to view the

collection and now all of our products

have been pulled into this

collection and we'll talk about later

how you can create other collections

like by Design type or collection theme

like when's good times to do that but

for now just one collection gets us 80%

of the way

there now we're going to go over to the

theme editor so in theme editor first

thing we're going to do

is expand

this so to familiarize ourselves with

the theme editor first so we have the

sections which this is where we can like

add different section blocks if we

wanted to if we wanted to add like an

Instagram feed or feature a specific

product or show customer reviews or get

people to join our email sign up list we

just click that and it adds a new block

and then this block you can just click

and drag to different sections on the

website it's pretty simple but

remembering what I said earlier that one

of the slipperiest slopes to get on when

we're starting out is just getting

caught up in tweaking and optimizing

this stuff endlessly there's so many

different things we can do what we're

going through is setting up like the

8020 principle like basically everything

that you need to know everything that we

need to do in order for you to be

confident that the site will convert at

least decently well and when we go to

launch ads we can hone in and like

eliminate the site setup as one of the

variables that we need to be tweaking

and

changing all right so we go to the

header bar and then edit your logo in

theme settings so select which logo we

want to use do that

one that should pop up right there

that's a little small so I'm going

to increase the size of that there we go

that looks better then see how it looks

on mobile that looks

nice and then our favicon

image which we already

made in canva before

now if we save that go to our

store see how now it's the little

favicon it's pretty cool now we're going

to update our colors

so can close the logos go to Colors we

can just do scheme

one and in this spreadsheet I give us

all of the colors that we're going to be

using some of these might have changed

like the wording might have changed

slightly but that's okay it's okay if

it's not exact we're going to figure out

as we go primary colors solid button

label

FFF got it accent one so yeah they they

changed the wording slightly now solid

button

background is accent

one don't need a gradient yeah actually

we can just leave all the rest of these

the same so we're just

changing that to be green we'll talk

about this more in like the conceptual

lessons but we're doing color isolation

which what that means is we're isolating

the call to action button with a color

that doesn't appear anywhere else on the

store so when customers see it their

eyes are really like drawn to it so our

text we want to make that black

and these colors and stuff that we're

choosing it's not like an exact science

it doesn't need to be identical to this

just the general principles is what

we're trying to knock out all right

typography headings assistant yep we can

just leave that font as

is layout page width let's see if we

need to make any changes to this page

width

1200 space between section

zero horizontal space 8 and eight yep

animations we

can just

leave okay the buttons buttons border

thickness one good opacity 100 good

Corner

radius set the two so that rounds the

edges a little

bit actually let's see what a little bit

more looks

like it's a little bit

much four looks nice but I'll just go

with

two keep it simple Shadow opacity

15% so that's going to put a little

Shadow behind the button make it pop a

little bit

more then horizontal offset 2 pixels

it's going to move the shadow slightly

vertical offset four blur five leaving

those the same all right variant pills

so that's the these up

here so thickness one opacity 55 Corner

radius

40 capacity 5% on the shadow so that

gives these a little Shadow up there

horizontal offset

two vertical four blur five so all those

are

good now inputs these are the fields

when uh a user is typing in something

we're just changing the corner radius to

40 and we'll see what that does in a

second on the checkout page product

cards which this is is on the collection

page what these are going to look

like so product cards style

card text alignment

left color scheme background

two color scheme two

cool border thickness

zero

opacity

100% Corner radius 20

Shadow

5% make it pop a little

bit horizontal offset

10 vertical offset

four blur five now collection cards

basically just repeating the same thing

okay so I just recorded going through

all these settings and something

happened with the file so I'm just going

to go through it again but basically all

that we're doing is copying the settings

that are on the spreadsheet here and

just doing them exactly as is so we did

our typography and colors next we're

doing uh our

layout which these say exactly the same

layout animations leave the same buttons

you can copy these settings that you see

here this probably actually makes it

even easier so you can just copy right

from my screen so you want these

settings for your buttons you can pause

it there if you need to do that buttons

then variant

pills and copy these settings I'll let

you pause

it and then inputs so variant pills to

explain it it quickly

is these things here so if I were to

crank that up this will get really

big just so you know what it is that

we're

changing and all the changes that we're

making right now is just based around

how do we make it a clean visually

pleasing experience for the

user so we added a little bit of Shadow

next are inputs which our inputs are on

the checkout page with

this if we Crank that up these will get

really

big or maybe it doesn't do it on the

checkout page it's just on other pages

but anyway leave those

settings product cards copy these

settings and then collection cards you

can copy these settings and again I'm

just going to go quickly through this

because there's a lot of other stuff for

us to set up so if you need to pause it

go ahead and do that next blog cards we

don't change anything there because we

don't really use it at all content

containers I don't think we really

changed anything here media these

settings drop downs and

popups then our drawers which that's the

cart version that we're using badges put

it in the top left and adjust the corner

radius to 20 and then change it to these

color schemes brand information we don't

have to do anything with that right now

social media will'll set up later search

Behavior you can leave it as that

currency format show currency

codes then cart we're doing the

drawer close that and then onto our

checkout

page which this is an important one that

a lot of people will miss making changes

to because it's unless they go through

like like a specific training like this

cuz it's you don't really see it unless

you place a test order so our background

color that's that over there our

typography we can just leave as the

same then for our colors we want to

change our logo position

to

Center where is it oh it's in the

checkout

page checkout Center

there we go and that looks better on

mobile

too okay logo size

medium yep don't ever do like a

background image unless you're hiring a

designer cuz that'll really throw off

the conversion rate form fields White

which that's these here background image

again don't touch

that background color

heading system body system accent color

accents just copy paste

these

buttons so we're making the button on

and this is the piece that I meant that

most people Miss is we want our call to

action buttons to be the same exact

color all the way through so now our

button here is the same color as as

before wow they just added this back so

a while back like months ago Shopify M

forced everybody onto using a one-page

checkout they said it's

recommended and they switched it from

three page checkout which is what it was

on before and they didn't give us this

option and our conversion rate plummeted

overnight cuz our Facebook pixel and

everything was optimized for three page

so that's funny all right colors for our

errors

there there we go now we have a nice

looking checkout page something else I

played around with is making these

accent colors like gray so it doesn't

stand out as much and so that this just

pops out even more so now let's take a

look at how our store is shaping

up good

okay I'm going to make some changes to

actually let's see if it's on the

spreadsheet oh yeah we still have a

bunch more okay so homepage all right

now we're going to optimize or set up

our homepage so first thing we're going

to do is in the theme editor we're going

to go to the announcement

bar and we're going to change the text

to say free shipping on

orders over a certain dollar amount

free Shi it and we're going to do

75 we going to make it that color you

can also make it red or green or

whatever this one's not color is not

that crucial now we're going to add a

banner and we're just going to grab a

stock photo here let's see if there's

actually a good one that we can just

use so there we go okay explore let's do

spring yeah

no

this and this really doesn't matter that

much because we're driving all of our

traffic to the collection page not

to the homepage okay so that's

fine and then I'm going to change this

text to just say our brand

name seasonal collections there we

go Banner height I'm going to make that

Medium change that to be in the middle

make our brand name

bold

buttons don't want it to be outlined I

want it to be solid okay that's fine

it's not the prettiest

but okay so add logo to header it's

already there add feature product

section to

homepage already there so we have our

featured collection

going to change this to our all products

collection so that's it's basically the

same thing but that's the one

that so we can switch it to a carousel

if we want I'm just going to leave as is

make our product card

square and the reason for that is we

especially on mobile we want it to we

don't want it to take up a ton of space

by being vertical a number of column to

enable swipe on mobile doesn't matter on

car yep all right I'm going to save that

nothing sucks more than going through a

bunch of changes and then it and then it

doesn't save for some reason all right

so collection Pages this is the one that

we actually care about but we've already

done most of the stylizing before so

there's not a ton here so collection

Pages we want to set the number of

products per

page oh here we go okay so product

grid so number of products per page 16

good we don't want to do a ton because

we don't want our site speed to be

really slow and if the site has to load

like 25 products that takes a lot longer

than less

products show second image on Hover no

that slows down the site

speed show vendor show product ratings

yes but we don't have any right now

oh I said yes originally I'm going to

turn that off make that no we've tested

that a lot since then show vendor no

show product rating no until we get

ratings enable quick ad button this one

you can play around with there's no

exact answer for

this there we go starting to look good

and all of our product stuff again is

going to get changed later okay so

that's the collection

Pages let's make sure there's nothing

else

here page with mobile cool on to our

product

pages all right desktop media width

medium

so that's changing the size of the

images there constrain media to screen

height

sure media fit

Square okay they got rid of that so

original it is desktop layout thumbnail

Carousel this is an important one we

don't want it to show all of these

images here we want it to

do the thumbnail carel so now it just

shows them like this

desktop media position left image

Zoom no

Zoom so that's changing if somebody

clicks on

it if it'll zoom in or or not I

typically just leave it off because most

people are on mobile where it's already

like full screen for them so it won't

really change anything and it's just an

extra element that the site has to load

so mobile layout hide thumbnails so I'll

show you what that looks like show

thumbnails so then they can cycle

through it we'll talk a lot about mobile

optimizing but I think we want that off

I think we have that off on our store

we'll leave it on for

now yes definitely want that

on hi to the variant me yes delete the

text

section oh

this variant picker

type drop down all right so we're doing

drop down we'll talk about how you can

set up swatches so you can see what the

color looks like in a little button but

for now we just want to take up the

least amount of space possible Swatch

none drop down

and quantity

selector you want to turn that off

reason being is that most people are

only buying one of the same shirt like

it's very rare that somebody will buy

multiple of the same design same size

and same color so we just turn that off

because we don't want to have anything

that we can remove from the page it's

not adding value we want to take that

away okay now we're going to set up our

collapsible r

so these are like our product

details highest quality and then we're

looking for the

T-shirt the shirt

icon

nice another collapsible

row this one

is all orders ship in 5 to 7 days and

the reason we're doing this is is to

give people like we're adding

collapsible like content fields for the

main pain points or like questions that

somebody has when they're deciding

whether they want to buy from a

place which is just the quality can I

trust it how fast is it going to take uh

to get to me so we address all those

things up

front returns are free and easy

return collapsible

row 30-day guarantee with

a

heart nice

and you can fill these in with you can

add descriptions about your products

we're going to set that up later but for

now that's a good starting

point Can't customize the price it all

title variant

Pickers buy button this is something you

can test out like there's different

ideas around it but the dynamic checkout

button this is going to change from see

how the add toart button goes from green

to Black that's because this Buy It Now

button will automatically change to

whatever payment meth method the

customer who's checking out has like if

it detects it in their browser they have

Apple pay it'll change to Apple pay

which is good for like ease of checking

out like you'll see a slightly higher

conversion rate but the downside to it

is that it takes them immediately to

check out whereas what we'd like to see

is them add to cart and then continue

shopping and build up a bigger cart

rather than just checking out

immediately but you can play around with

that and then we're going to add related

products customers also

but don't show second

image there we go yeah all right that's

good so as you can see it's very basic

oh actually let's clean this

up footer enable follow on shop no that

is Shopify trying to get free

advertising off of us enable that yeah

payment icons yep show policy links I'm

pretty sure we have to I'm not sure why

they don't have that on there and we can

turn off the powered by

Shopify show email sign up

no cool

so there we have it it's very basic

we're going to be updating this

description soon but yeah it's looking

good for now Bare Bones it's all you

need I would love to get rid of that

Shopify pay installments thing cuz

that's just taking up really valuable

real estate but we can solve that later

all right so now we're going to go back

and create our other Pages we going to

go to

Pages add page

about

us and they just added this but it's

generative AI for like text basically

just if you had chat GPT in here write

a an about us page

for seasonal

collections graphic apparel print on

demand

brand never actually tried this so let's

see what it comes up

with perfect good enough save let's

see let's go to seasonal

collections yeah perfect all right that

makes it

easy update our preferences or actually

do we have

this yeah so these are good site

navigation leave

page main

menu so we're going to have

home shop

which is going to take them to

our all products collection shop then

about

us about us

add and

contact let's see what this is linked to

yeah yeah it's already linked to our

contact page

beautiful

beautiful all right now we're going to

go to preferences this is changing like

the metadata like if somebody shares say

you know how if you text a friend a link

to a website or something it shows up

with a little preview of it that's what

this

is homepage meta description seasonal

graphic

apparel now I need to do better

that so we go over to trusty chat GPT

write a 300 character homepage meta

description

for seasonal collections

a graphic apparel company

mention shopping

high

quality Unique Designs at great

prices we're going to talk a lot about

like the buyer and like marketing

psychology but the main reasons that

people are buying t-shirts that they get

hit with in ads is for impulse buys and

that comes down to Quality price

uniqueness it's like pretty

straightforward

it's like the least complex selling

possible so here's our Google analytics

and Facebook pixels we're going to do

that later customer

privacy there it is customer

privacy update

that the last

thing one of the last things is setting

up remember we set up our free shipping

in the bar we are going to actually do

that free

shipping 75 all countries going to set

it to just United States for

now exclude shipping rates over a

certain amount minimum purchase

75 75 is a good number that we found

gets us good average order value good

conversion rate and it's actually

affordable by us because people have to

buy at least three shirts in order to

hit that all right so our Shopify keys

for success we're going to talk about

this in the con like conceptual sections

but uh less is more we want to isolate

the colors less is more means like less

Shopify apps don't overdo it we're going

to talk about apps and stuff soon but

always air on the side of minimalism

over complexity color isolation you want

uh your call to action buttons to be the

only color to be a color that only occur

occurs once on the entire site optimized

for sales not how it looks tweet at me

if you have any questions and again join

the school Group which is linked around

here for an easier like breakdown of

these videos and this is old but so

there you have it now we've set up our

Shopify store next we're going to start

doing the product stuff like fixing all

this stuff up here yeah so congrats you

have a fully functional Shopify store

that people can actually buy from it's

pretty exciting Good Start and now we're

on to the next

[Music]

lesson hi guys in this module we're

going to go over how to connect your

PayPal to your Shopify store so the

first thing that you're going to want to

do is open up Shopify and at the bottom

of the left hand side you're going to

hit settings and then you'll click

payments once you're in the payments

setting you'll see it says PayPal setup

incomplete you are able to add other

payment methods as well you can simply

search for a provider and it'll give you

a whole list of different payment

processors that you can add so you could

use afterpay affirm Clara some of those

like buy now pay later type of deals we

don't typically put them on our site we

do just use Shopify payments as well as

PayPal so I'll show you how to set up

your Paypal account account and actually

get it connected to your Shopify

store once you've logged into your

PayPal account you then should get this

message thanks for signing up we can go

back to Shopify or set up an automatic

transfer so automatic transfers are

actually going to occur once per day and

any money that's in your PayPal account

will automatically get transferred out

to your business bank account so we'll

just click go back to Shopify and right

here it says active so before it was

saying pending or not connected and now

it says active so that means PayPal is

now connected to our Shopify store and

we are able to take payments by either

Shopify payments with any of these

providers as well as PayPal so pretty

simple as long as you don't run into

some password issues but yeah now you

have another additional way to collect

payments PayPal is a great one to set up

a lot of people tend to trust PayPal

especially if it's a site that they've

never checked out from before or for

some reason they're just like unsure you

be surprised by the number of people who

have actually been burned by

specifically Facebook ads they found

something it caught their eye they've

clicked it and then they've checked out

and actually never received that product

so this just kind of gives an extra

little layer of trust to your customer

saying like hey I'm a legitimate

business I have a PayPal account I'm

going through the right steps to be a

legitimate business so it can definitely

help your conversion rate having some of

those big names being able to accept all

of these payment processors up here as

well as

[Music]

PayPal let's now take a look at the

quote unquote musthave apps that I'd

recommend any beginner have when you're

starting out and I'm going to show the

beginner versions that are as cheap as

possible uh like the minimum viable

stack of apps that we need to get off

the ground and and then I'm going to

give a frame of reference for the apps

we use now after the store's been up and

running and what you can grow into down

the line but upfront good news is you

don't really need to be spending hardly

anything on your apps upfront but let's

get into it so there there's the obvious

ones I'm not even going to talk about

but there's like Facebook and Instagram

Google uh Tik Tok you don't

need uh and

clavio yeah so clavio Facebook Google

obviously those are just your

integration apps so those are like

that's where your pixels are coming from

which in the traffic and email sections

we talk about how to set up all those

when you're setting up and like

launching your products we use Hexum a

lot for bulk product editing this one

will save you a ton of time it's $10 a

month I think they even have a cheaper

plan but this lets you bulk make all the

changes and Meg shown you in her lessons

how to do that so that one is hands down

like uh huge time saer along with that

the other one that is a absolute must

have is Crush speed and image Optimizer

this one does a ton for your site load

speed it takes your uh product images

all the images on your site and

compresses them down to smaller files uh

does this automatically running in the

background it's only five bucks a month

they have lower plans but we use the

five bucks a month because we have a lot

of pictures it does huge things for your

sight speed makes your site a lot faster

cuz if you have really big images that

are like big files couple of megabytes

for example then uh when a customer

comes to your site and you're trying to

load your collection page Shopify has to

load every single one of those images

and that takes time next is email that's

another free one that's where like your

email automations the Shopify built-in

automations come from which I recommend

setting that one up as well so Goa Pro

this is not required but they have a

free plan so this is the affiliate

marketing app that we use for which

we'll talk about in the affiliate but

this one's free so great option for

beginners okay so then customer reviews

so this is a big one there's a ton of

options out there for customer View apps

just honestly just pick one they all do

exactly the same they all try to

make it sound like they do different

things it's the same just with a

different rapper on it we were using

judge.me before this and I think they're

cheaper we like looks because the one

difference that looks has is that it

collects image views like in a really

simple way from your customers which is

good like user generated content to be

gathering but as a beginner you

certainly don't need that you don't need

to be spending 300 bucks a month they

have much cheaper plans which we'll link

it somewhere around this video for you

to check it out if you have any budget

to invest in apps looks is a great place

to invest on Lower plans but again as a

complete beginner if you're trying to be

as budget friendly as possible do this

on a Sho string just go with judge or I

think Shopify reviews even has their own

app and then good news is that there's

no like Risk to setting up with one like

you can set up with one and then say

down the road you decide to switch or

you want to upgrade sales are going well

whatever you can always export all your

reviews from whatever app you're using

then upload them into the new app that's

exactly what we did we went from Judge

to looks exported everything out of

Judge imported to looks and we're good

to go next is the printify integration

app obviously that's where all of our

fulfillment comes from if you're

fulfilling with somebody different than

printify you would have Drop Shipping

app or whatever uh or 3pl we used

shipmonk for years we had a a shipmonk

app uh this is similar to like the pixel

PRI just needs to have the ability to

look into your store to be able to

fulfill your orders collabs I don't use

that so you can forget about that Tik

Tok again this similar to the pixel we

don't really use that right now then for

our our support tickets we use gorgeous

Megs talked about that in the customer

service section but you can just use

Gmail when you're starting out gorgeous

is great for once you're down the road

similar looks but certainly don't need

this when you're starting out make is

what we use for our automations like uh

which we'll explain in in different

modules but you can ignore this one for

now and automation on fulfilling our

International orders and like product

uploads so like it's nothing you haven't

heard about it's just we do it slightly

faster and with like less manual effort

by setting up with make Shopify counter

this is just the cool ticker in the

background of some of our videos If you

seen them on YouTube Shopify flows you

can forget about that so shipping

protection this is an interesting one so

this one it does cost something but if

you have like even any number of orders

coming in on a monthly basis it can be

really worth it because it adds like $1

to $2 per order on average and the way

that it does that is when customers go

to check out you've seen like shipping

insurance or protection that like when

somebody checks that if anything happens

to their order at all then we will like

fully cover it we'll reimburse them

everything and then they just pay

depending on the cost of their order

anywhere from 95 to

$1.95 and yeah we cover that cost for

them which 99% of the time nothing

happens to the order so that's just free

money for us essentially so this one I

wouldn't say it's a must-have but this

is a nice one that once you have some

orders coming in I would say like 50 to

100 orders per month then add this and

it'll pay for itself and then

some Shopify inbox this is another free

one not a must have but if you want to

be like answering questions from from

customers which is sometimes a good idea

to boost conversion rate like people can

chat with you on your website we don't

really use that though cozy anti theft

if you once you have a good store and

people start copying you install this

it's not a must have but install this

and it makes so that you can't like copy

paste or like download you know how you

can go to people's like stores and just

rightclick save image as that's exactly

how people are going to rip off your

store this blocks people from being able

to do that so if you go to our website

and you try to right click on an nothing

happens there are still like some ways

around it but it's enough to block most

people but again not a must have don't

worry about this until you already have

a store that's doing well enough that

people would actually want to copy you

QuickBooks this is our integration to

our bookkeeping software again this is

not a must have but once you're running

and like doing a decent amount of sales

like 10 20K a month is it's a good idea

to get this setup so that you can have

clean bookkeeping tracking but in the

beginning just running your own

financials if you're running your own

p&l and balance sheet just in your

Google sheet then that's completely fine

translate and adapt that's another free

one that's for international traffic we

don't really use that though I'll cover

what we do in the international section

but these last three we don't really use

it all so yeah to to recap must have

apps hexom Google goof Pro not must have

but it's free so might as well some

review app you pick which or you can try

looks somewhere around here here

printify obviously Tik Tok oh push out I

didn't talk about this this is a nice

one because it's those notifications

that pop up in the top corner it's just

like an extra marketing channel and so

for people that are on desktop somebody

comes to your site pops up in the corner

it's like a a way that you can get back

in front of people it can send a Bandon

card email or push notifications stuff

like that so like here inside a push L

you can see it it's generated us it's

not a life-changing amount of Revenue

but it 70 800 and that's like pretty

much all profit so it's pretty cool and

then you have like your automations in

here where it's like your abandon cart

welcome stuff like that yeah you can see

most of our Revenue has come from the

abandoned cart and these are just

automated sequences that just run all

the time and then here is our email app

this is the free one from Shopify so we

have you left items in your cart you

left items at checkout so this is

abandoned cart and abandoned checkout

emails that run automatically so this is

over the last 30 days it's done 500

bucks the majority of our email

marketing yeah last 90 2,800 so it's not

life changing again but it's free and

reason this is so low is that the

majority of our emails are being sent

out of uh

clavio and this is one that I didn't

talk about yet but this is the

frequently bought together app which

this is you go to Amazon and it shows

like the pairs of products like if

you're buying I don't know a desktop

it'll show like a monitor a mouse a

keyboard like related products here

that's what this app does it's 10 bucks

a month

and according to them I don't know how

uh how much you can trust their own

reporting but they say that it generated

$1,869 in sales from people scrolling

down seeing that button of recommended

products and it learns like it sees what

products people are buying together the

most it'll pick up on things like people

are buying these like pastel colored

shirts the most and if somebody's

viewing a pastel colored or style like

shirt on the product page it'll

recommend two to three others for people

to quickly click add all of them to cart

and it's generated almost 13 Grand in

sales according to them and then here's

the inside of both product editor again

Meg is doing like a more in-depth

tutorial of this but this is where

anytime there's something that you need

to change on your products if you need

to change it to one product normally you

have to change it to all of them and

going through one by one is literally

soul sucking and it's a huge waste of

your time so for example if one that we

did recently was we had all of our

t-shirts were named te in our products

and after looking at a bunch of other

sites we saw that they were naming them

t-shirt so we just went in here to

product title sorted by like product

type and then the

t-shirt and then find and replace we did

T or find and replace there so we found

T and we replaced it with

t-shirt like that so it's whereas we

would have had to go through all of our

products and would have taken forever uh

another good example is like if printify

sends an email that they're out of stock

of a specific color like happens from

time to time uh it's really annoying to

have to go in and change each every

product remove every color remove that

color from every product takes a ton of

time you can do that in here as well and

here in crush picks I'm zoomed in it

shows all the products at the bottom but

this is the brand and that we try to not

reveal so that it doesn't get spammed

with a ton of bots but anyway so I'm

zoomed in so the UI looks better than

this but you can see it's compressing

all the images just like I talked about

so it's compressing them and the plan

that we're on is 500 megabytes they have

different plans yeah like 500 2 gigs

yeah so we're on the lowest plan but

yeah so it's compressing all the

pictures and just saving like file size

and then here's cozy anti theft this is

the one where it prevents people from

right clicking so you turn it on it's

this is a dead Simple app you just turn

on the stuff that you want to protect

and it does it and then it prevents

people from being able to copy paste and

just duplicate your site then here's

simply shipping protection so like you

can see in the last month we've insured

683 orders so 680 people who like check

the box at checkout to uh get the

insurance and that generated us an extra

$965 in revenue and out of these we

might have had like a handful that we

had to refund because of that because

you know gets lost in transit or

whatever very low like we have less than

1% like refund and like order defect

rate which is really good and then

here's so yeah we're on the Enterprise

plan which is 100 bucks a month there's

lower plans for 50200 oh perfect yeah if

you're doing like 50 even 50 orders a

month oh it's completely free I should

have known that yeah everybody should

install this it's completely free to get

started all right and then here's the

protection plans that we do so for a

cart of 0 to $30 it's a one t-shirt it's

98 for $3 to $49 it's $148 for 50 to

Infinity it's $1.98 we saw a much higher

take rate when we did this originally we

were doing

$1.98 and it had a lower like for

somebody who's buying one t-shirt they

want don't want to pay two bucks to Ure

that so they weren't taking it but when

it's only 98 cents then people would

were taking us up on that and there you

go so now you've seen inside all of the

apps we use honestly the the ma majority

of them like are either free or they're

just like integration apps we used to

use a lot more but that was before I

learned the hard lesson of more apps

does not equal better conversion rate a

lot of times it equals the other way

around and last parting lesson about

apps that I'll leave you with is that

these app developers they are

entrepreneurs a lot of times just like

you and a lot of times entrepreneurs get

a little misled with what the main goal

of their business should be and they

think that the goal should just be

generating revenue and not about

optimizing for the customer's experience

caring about you the most and the reason

I say that is that a lot of these apps

are designed to number one make you

think that they're as like more

effective than anything that like You'

be an idiot to get rid of it like the um

frequently bought together that one

might be legitimate but they all they

love to put in like examples of like how

their app is generating you so much

money take that with a grain of salt

unless you're going to like really dive

into it and get the proof that it

generated that much you have no idea uh

if it's accurate or if they're over

attributing second thing and the much

like worse offense in my opinion is that

they build the apps in such a way that

it's optimizing for their apps

performance and not your overall sit's

performance the reason I'm saying this

is just to help you evaluate the apps

and see it for what it is like it's a

lot of marketing and uh you just have to

make sure that when you add an app that

it's actually providing value to your

company and not tanking your sight speed

which a lot of times that's what what

ends up happening with new apps um

shopify's gotten better with it I think

now in the app store they show like this

app won't hurt sight speed something

like that but just keep it in mind that

you're the at the end of the day you are

the like the puck stops with you when it

comes to your sight's performance so uh

it's your decision it's your ultimate

call call what apps you use and what you

like get rid of so just keep a very like

scrutinous eye on what you're installing

and what you're letting into your temple

that is your Shopify

[Music]

store okay guys in this module we are

going to go through how to actually

create a discount code discount codes

are wonderful tools to use in e-com Comm

mer because it can actually trigger

somebody to actually make a purchase on

your site Chris showed you how to do a

popup message you can put in your email

automatically get a discount sent to

your email address but they are also a

really great tool to use an email and

SMS marketing they're pretty simple to

set up but the first step that you're

going to want to do is actually go to

Shopify you'll log into your Shopify

account and you're going to click on

discounts on the left hand side as you

can see we have free ship and free

shipping $75 so these are two discounts

that were already created we are going

to go to the upper right hand corner and

click create discount it's then going to

ask you what kind of discount would you

like to create an amount off of products

so this would be like you could take 5%

off of your products and you could

select a few so you could just run a

discount on one collection you could

just run it on a few products you could

also do a buy X get y so kind of think

of a buy 1 get one free scenario you can

set this up where if somebody buys one

product it could be like if you buy a

hoodie you get maybe a t-shirt for free

whatever it may be the next discount is

an amount off of the total order so this

would be like hey shop our Spring Fling

sale get 15% off your entire order so

that would just take 15% off of your

entire cart order this is the one that

we mainly use is the amount off of order

and then you also have the free shipping

discount which has already been set up

on our store we provide free shipping

for us orders over $75 and I believe

internationally we typically I believe

it's 100 it could be a little bit higher

maybe 125 but for this learning case

scenario we'll use an amount off of

order the first thing that you're going

to do now once you're on the create

order discount page you're going to

actually type in what you would want

your discounts name to be so just

because I used it in the example we'll

just

say Spring

Fling 15 so if you type in Spring Fling

15 you will get

15% off of your entire order now you can

adjust how you want your discounts to

run do you have any minimum requirements

sometimes we'll run a sale and we'll say

you have to have at least $50 worth of

Apparel in your cart that way it's kind

of incentivizing people hey buy more

than just one one shirt can increase

your average order value and it's just

kind of like a great way to kind of bump

that up you can do so a minimum purchase

amount this is where you could say like

$50 or minimum quantity of items again

you could say like if you purchase two

shirts then you'll get this 15% off of

your total discount so this is just kind

of different things rules that you can

set up I would say of who will be

allowed to actually use this discount

code for the sake of this learning

though we're going to say no minimum

requirements all custom customers are

eligible to use this code you can make

customers their own code that they could

use this comes in handy when you're

doing customer service you give somebody

like a $10 gift card pretty much or like

a $10 discount code and find that

specific customer and when they go to

check out assuming they' already been

like signed up for emails or whatever it

will only work for that specific

customer who is checking out with the

email address that they used but for

this case we're going to say all

customers maximum discount uses

sometimes I will click limited to one

use per customer just that way somebody

isn't then checking out like three or

four times again I would feel like it's

very very rare that people will do that

and you can also limit the number of

times that the discount can be used in

total this is something that's really

interesting if you're running a certain

sale and you say hey the first 10 people

will get 20% off the next 15 will get

19% off whatever it may be you can kind

of stagger it and almost give some

urgency to that sales promotion that

you're running so you can limit the

number of times that the discount can be

used in total so you could say the first

five people get this the next five get

that you would want to click this and

put in that number of times total that

it can be used for this case though it's

our Spring Fling sale we want everybody

to have this discount we want to send

this out to our email list and then you

can also do combinations so if you have

multiple discount codes out there you

can allow people to like stack up their

discounts so I don't click any of these

our shipping discount automatically

occurs so if it the order is still above

$75 they're still going to get free

shipping it's not just going to like

eliminate free shipping so I don't click

any of these and then down here you can

figure out when you would want this

discount code to become active as well

as when you would want it to end so

there are some discount codes you can

have run for years like until you

actually turn it off or set an end date

people could check out with that

discount over and over and over again

but for most of our sales we typically

have an urgency in that email saying

like hey it's this weekend only or for

24 hours only you can use this code and

get 15% off your order so in these cases

we're going to want to set an end date

and we would want to set it for you know

24 hours or whatever it may be you could

say like hey this offer ends tonight at

midnight so you literally end it tonight

at midnight but then once you're done

all you're going to do is click save

this discount and right here shows that

you've successfully created this

discount so what can you do next you can

just hand out your code tell people hey

if you type in springling 15 you'll get

15% off of your entire order or you can

click this button here get sharable link

copy this link and then you can paste it

and hyperlink it in your email in text

messages it's just an easy way for

people they can just click that and it

automatically gets applied to their card

especially if your Niche is targeting an

older population like there have been

some brands that we've run where our

population is really like 55 to 75 year

olds who are checking out and purchasing

from us so making it as least techsavvy

as can be can sometimes work out better

for those customers so just keep that in

mind when you're doing your email

marketing or wanting to send a blast out

to your customers and let them know that

you are running a sale it's sometimes

just easier to throw in this hyperlink

they can just click it and the discount

automatically gets

[Music]

applied let's talk about how we can

optimize our sit's average order value

otherwise known as aov first off what is

your average order value and why does it

matter our average order value is if you

look at a group of 100 customers what

was the total amount of sales from those

customers divided by the number so if we

had 1,500 bucks in sales and we had 100

customers that would be an average order

value of $115 so pretty simple math the

reason that it's so important to figure

out how much the average person is

spending is that impacts how profitably

we're able to drive traffic and we could

have a really good conversion rate like

converting 5 6% of people who visit the

site but if each of them were only

spending a doar then obviously that

wouldn't be profitable for us even

though we have a great conversion rate

so we have to have a good conversion

rate and a good average order value

along with a low cost per click to get

things profitable the good news is that

there's some very specific levers that

we're able to pull in order to increase

our average order value and looking at

our mirror board here that's linked

somewhere around this video but we've

looked at it already in this course um

at the site optimization phase some of

the levers that we can pull to increase

our average order value which really

just comes down to the psychology of how

do we get people to buy more of what we

offer on the site at a very basic level

and this looks different depending on

what products you're selling but for

print on demand for example if we're

selling just t-shirts the biggest thing

by far is the product catalog so it's

not even anything that you can change

like in the site layout or theme like

you could tweak all the little buttons

and colors and stuff till you're blue in

the face but if you only have 10 designs

for a dramatic example then obviously

your average order value is going to be

low and but if you have a catalog and

this is number one a catalog of 50 to 75

products that gives you a wide variety

for customers to choose from so if

somebody clicks on your shirt in an ad

say it's the like I like coffee and

maybe three other people they click on

the shirt they land on the collection

page and they see that product they

added to their cart they're happy with

it and then they look around at the

other nine products you have and it's

all like just patterns and Designs the

kind of person who was interested in the

typography based humor design is not

going to be interested in like our

floral pattern designs and vice versa if

somebody clicks on a floral pattern

design in an ad then they land and it's

just like I like coffee and three other

people and like nine other designs like

that we're going to have a really low

average order value and we could fix all

the other things on this list like

perfectly but if there's nothing else

complimentary that customer be

interested in they're always just going

to buy the one thing and leave and

that's something you'll probably run

into as you get your first like scaling

or viral product is you'll get a ton of

people coming to the site buying just

that and then bouncing and that can be

frustrating at first but the quickest

and easiest way to fix that is to look

at that top selling design see what is

it about it that's getting it to sell

why is it going viral is it funny is it

unique is it beautiful whatever and is

it like about current events is it

something specific that just happened in

the new whatever it is and then make 50

more designs like that along the same

lines something funny similar design

style whatever it is about that design

make a bunch more like that and I

guarantee your average order value will

shoot through the roof I've dealt with

that exact scenario too many times to

count so I'm going to keep coming back

to especially for print on demand it's

about the product catalog for any

business it's about your products but

especially for print on demand

optimizing average order value the size

and relevancy of your cataloges is

crucial next is your product pricing so

we can either get people to buy more

products or we can just charge more for

those products if we were to increase

our shirt prices to $100 probably

wouldn't sell too many shirts but we

would have at minimum an average order

value of 100 bucks so that's another way

we can increase it we'll talk about

pricing psychology in a different lesson

but I recommend doing split tests once

you get up and running to find what The

Sweet Spot is for your own store but for

us around 26.99 to 30ish in that

ballpark is a pretty good sweet spot

next is product bundles and cross sales

SL product recommendations so these are

huge like on our site that we just set

up we have a very barebone site for now

obviously but sections like this down

here are really important and we're

going to be adding more of these like

customer also bought we're going to add

frequently bought together like

intelligent cross cells and upsells

where it learns those types of things

like the example I was giving of I like

coffee and three people and it'll learn

that people who bought this shirt also

bought other funny stuff and will add

sections where you can cross sell those

items and give intelligent

recommendations next is post-p purchase

upsells which honestly we haven't done

too much of this we definitely do a

better job of it but using an app such

as oneclick upsell after a customer

checks out instead of just showing them

your normal thank you like order

confirmation page you can then hit them

with since you bought this shirt would

you like to add this shirt to your cart

or to your order in one click um for

like 20% off or something like that and

that can be a really good way I've used

that on other brands like if you buy

then show them like a t-shirt of the

month subscription and even if you get

five or 10% of your customers to take it

then that's a really nice bump to your

your overall average order value and I'm

not sure if I mentioned this but our

Target we want to be around $40 to $45

for a print on demand store it varies

completely based on the brand and the

product you're selling but we want to be

around 40 to $45 because not not only is

it more revenue for us but it's also uh

cheaper cost the good sold because we

pay less for the second third fourth and

so on products in an order the first

product shipping is by far the most

expensive next is subscriptions like I I

just mentioned so t-shirt of the month

like buyer club that sort of thing

that's a good option next one which we

already set up is free shipping over X

number dollars incentivizing people that

if you spend x amount then you get like

a free shipping and what that does is as

you add to cart they know that okay if I

add two more shirts to my cart then I

get free shipping which is an incentive

for the customer it's a better

experience but it's also for us if

somebody's buying three shirts then

that's that's a really good average

order value and it's something that we

can afford to foot the shipping cost for

but uh we strategically chose the

$75 uh threshold because that's a number

where they have to buy uh three shirts

in order to reach it uh we could set it

to 85 but that feels like a higher

number and they would still because of

our pricing they would still have to

just buy three shirts in order to hit it

so we set it to the lowest possible

threshold to give them the lowest uh

looking number which actually we could

even we make it like $70 free shipping

or 65 we could set it at 65 that might

look even lower to people and they would

still have to buy three in order to hit

that next up this doesn't quite apply

for uh print on demand like t-shirts but

volume discounts so if you buy five you

get 5% off like we used to have a a

socks brand and that worked really well

you have to cap it at a certain

threshold but you see these kind of

incentives all over the place these are

like the most common ways that people or

sites will upsell you and increase your

average order value but you start to see

everywhere like incart upsells cross

cells we go to gym shark which they're

one of the top Shopify stores in the

world let's see if we can notice all of

the ways they're increasing their

average order value number one free

shipping over $75 let's say I like these

go to these pants look reminding me of

my free shipping level that I have to

hit and then they have their standard

Delivery Express Delivery oh get the

look I bet they normally have this turn

into an outfit thing this is boosting

conversion rate what customers say and

then they have you might like so these

are custom recommendations for me even

though I just looked at one product so

it's not very broad but custom

recommendations for me and then more

cross cells down here and then once I

add that to bag now it's showing me more

products that I can add to cart and they

also have wow they have two now they

check out they have afterpay so for

people that probably shouldn't be buying

a T-shirt and they need to put it on

basically you can offer pay in

installments so if you use a company

like laa or afterpay they charge you a

higher fee I think it's 6 or 8% but they

will front the money for your customer

to be able to buy the product today and

then it's up to the customer to pay it

to uh Clara or afterpay in three or four

equal installments over like the next

couple of months so that's another way

you can increase the average order value

also they just have a massive catalog I

also like how simple their site is like

it's not overwhelming yeah it looks good

and then I'd be willing to bet once I go

to the cart there's going to be cross

cells inside the cart if they even let

me go see the cart checkout securely

yeah so they add this thing at the top

when you're on Shopify plus you're able

to customize your checkout which that's

how they're able to add like this little

thing here and notice that it's kind of

conversion rate related but they use the

three-step checkout even though Shopify

claims that the one step is by far the

best I'm not convinced Shopify okay

let's go to Graphics so increases

average order value increases average

order value there we go more cross cells

I hit the free Shi shipping wow that's

this is beautiful I didn't even know

this was here so once I hit 75 then they

that's a that's brilliant now if I add

another just another $63 and I get free

express shipping wow look at that that

is so smart see how they're just

incrementally walking me up compare that

to a site that to be completely Fair it

looks like ours right now where we don't

have that like we don't have that stuff

set up here it's not tracking the free

shipping we're going to set up some

stuff like that but you can see how gym

shark's just on a different level and

they're just slowly walking me up the

value ladder what Maris brownley has a

really good uh video on this about how

Apple increases their average order

value by walking people up the like

pricing ladder you should go check I'll

link it around this video somewhere but

like how the iPad basic starts at 500

bucks then to you want more storage so

then that brings it up to 600 bucks then

once you're at 600 then you might as

well just get the pro which is 700 and

once you're at 700 you need to get more

storage on that so you might as well

increase the storage and then that's 800

and you just like very easily go from

planning to spend 4 to 500 to 800 just

like that so it's stuff like that really

adds up but with our stores we're

keeping it simple just adding a lot more

better products adding some cross sell

and upsell apps which there's so many

that you can check out in the Shopify

app store we'll talk about some of them

but feel free to explore them for

yourself

too yeah so upsell all kinds of of

upsell and cross sell apps bundles oh

that's another good way so that you can

offer people discounts so they buy a

bundle of three or four shirts I've

never been able to to figure out a way

to do this but or I haven't really tried

but on Etsy some of the top selling

products a lot of times are like family

bundles of designs like not saying you

can sell us but like a Disney bundle

where it's like a family of four is

going to Disney and they can get each of

their names on it and it's like

different sizes for each of the shirts

it' be interesting to try I'm not if you

could figure out how to set up the

Fulfillment for that kind of store could

crush that or customizable products I've

never dipped into that but there's a

massive de demand for it on Etsy and

almost anytime there's a massive demand

for something on Etsy you can do really

well with it in Facebook ads so there

you have it there couple of different

ways so you can optimize your average

order value over time the biggest way

again is just increasing your product

catalog like last thing I'll mention is

Yoga day we were just selling T-shirts

and that was it on the site and our

average order value was around like $

40ish Dollar then as soon as we added

yoga pants it jumped up to 50 bucks and

then once we added uh yoga mats then it

jumped up to 70 bucks took a huge jump

cuz they were pricier and what we found

is that while people won't come to the

site and buy five shirts they might buy

two shirts a tank top a pair of yoga

pants and a yoga mat they're getting a

bunch of different products but for us

it looks the same average order value

wise like gets it up to $75 $80

completely different running ads for a

business with with an $80 average order

value compared to 40 it's so much easier

I'm not saying to go out and start

sourcing a bunch of products right out

of the gate but down the road if average

order value is a real bottleneck and

you've had some success already like

you've seen signs of Hope with the store

then it's definitely something to

consider but that's it for average order

value and I'll see you in the next

lesson

[Music]

[Music]

conversion rate optimization this is

going to be an action-packed lesson so

let's get right into it so conversion

rate optimization better known as cro or

CR is something that gets a lot of

airtime when it comes to e-commerce

trainings and I find that there's a lot

of things that get skipped over that are

like loow hanging fruits and could

really be undercutting your site's

ability to convert visitors into

customers and I'm going to share from my

personal experience things that of

hamstrung me first and foremost is the

sight speed that was something that for

the longest time I was not checking or

being aware of and a sight speed that is

super slow can it just destroys

everything Amazon found that for every 1

second that their site took to load they

lost like 15% drop off rate so optimize

the site speed which you can check very

easily by going to online store we don't

have a score yet cuz we just made it but

it'll show up right here and you want to

make sure that this is at least in the

like normal range anytime I've had a

store where it gets slower the

conversion rate normally plummets and

the reason for that is if you think

about it logically it's like we're

putting ads in front of people who are

scrolling on social media like they're

already scatterbrained I don't know

about you guys but but when I'm like

Doom scrolling on Tik Tok or Instagram

or whatever I I'm not in a very patient

mood or like heads space to like give a

site a lot of time to load I like click

it I want to see it immediately

otherwise I'm leaving and that's how

everybody else is and 80% of our traffic

for mobile so it's people sitting there

scrolling on their phones you need to

show them a fast like instantly loading

website as much as possible second thing

that really impacts our conversion rate

that people may or may not be aware of

is the optimization for the ads that

we're setting up now we're going to talk

about the ads a lot in the marketing

module but it Bears repeating here when

we're talking about conversion rate

because there were a lot of times where

I would be running my stores and

conversion rate would take a dip for one

reason or another and I would start

tweaking things on the website

and I would start like making changes

split testing pricing changing button

color just like all over the place and

it wasn't until I felt like I tested

everything that I finally took a step

back and looked at it from a 10,000 ft

View and realized like for example that

I had set up my ads for a traffic

objective simple honest mistake but

brutally impactful for our conversion

rate because if I'm sending people to

the website that are optimized for

traffic and not for buyers then of

course it's not going to convert at all

so looking at our advertising and our

website's conversion rate from a

holistic standpoint is crucial when it

comes to conversion rate optimization

and along that same line is once if

you're launching with a brand new pixel

meaning Facebook Tik Tok whoever doesn't

know who your buyer is then you're you

can expect a much lower conversion rate

over time it'll pick up and it'll start

to figure out who's who but in the

beginning you definitely expect a

slightly lower conversion rate and it

should improve with time third thing is

recognizing that different countries

have different conversion rates

especially depending on how your site is

optimized and nothing against these

countries but like India Trinidad and

Tobago Pakistan if you're getting

traffic from those sites your conversion

rate is going to be sub 1% like you'll

get two to 3 Cent cost per link clicks

but it's not going to convert at all

that's a fringe scenario because you can

easily make sure that you're not getting

that traffic in your ad account but

something else to be aware of the next

big mistake that I see is when we're

optimizing our conversion rate and I was

the same way when I got started don't

look at your conversion rate as just one

number look at your conversion rate as a

subset of each of the numbers so we have

our add to cart rate which is the

percentage of people who viewed the

website on the collection page or

product page and added to cart so just

clicking that add to cart button that's

that percentage there so the number of

people who did that divided by the total

number of visitors second thing is the

reach checkout rate so out of say we had

10 people add to cart so it's 10% add to

cart rate on 100 sessions if we had five

of those people reach checkout so that

just made me an add to cart now if I

click check out then I would become a

reach checkout metric so check out now

I've reached checkout but there's going

to be some people that are going to add

to cart and then for whatever reason get

cold feet and leave and then if I add to

cart reach checkout and then I enter all

my information get all the way through

to the end and then I click pay now then

I become a conversion so there's add to

cart reach checkout and then converted

checkout and the reason it's so

important to break these down is because

it paints a very clear picture for us of

where we should be spending our time if

we have a really low conversion rate say

we're at 1% and we're trying to fix that

it would be very easy for us to just

jump in the sight and start messing with

our button colors and moving stuff

around and I think the whole sight's

broken but then if we see that say we're

trying to troubleshoot this and our

conversion rate is really low but our

add to cart rate is 20% super high but

then we see that our reach checkout is

3% then we can very easily hone in on

that portion of the process so like we

know that people are adding to cart find

so we know it's not like our price point

it's not our product catalog it's not

our site speed it's not our button

colors it's not any of those things we

know that it's something with like our

cart drawer or whatever part of that

process would take people from adding to

cart to reaching checkout and then

similarly for sessions converted like

what are the variables for somebody to

complete their conversion who's already

started checking out and those are

pretty slim it's like the button colors

like we're talking about optimizing this

page essentially cuz I reach check out

but if I don't convert what is it on

this page that could have stopped me and

the only levers we can really pull are

like the colors of these things uh the

color of this button which that's

actually a big one that a lot of people

Miss if it's like blue and everywhere

else they were clicking like green or

red add to cart buttons that could throw

some people off and another big one is

the shipping price because a lot of

times the first time people see the

shipping cost is when they get to this

to this point and along that same line

something like subtle that was messing

up our conversion rate for a while was

that I had all of our product cost for

international customers in their home

currency I spent a lot of time setting

that up but then I didn't realize that

my shipping rates I only had one

shipping rate for everybody and that was

in US dollars so somebody from the UK

was checking out in pounds and like they

were seeing pounds all over the website

and then they get to the checkout and

then they see US Dollars like it's

pretty weird and they're not sure what

the conversion rate is and they're not

sure okay is this site legit that I just

get forwarded somewhere else cuz now I'm

in dollars like what's going on and they

would leave as soon as I switched that I

set up shipping profiles for each

different country and their native

currency the conversion rate shot up

those are the little subtleties that you

know it takes like really studying your

add to cart checkout and conversion rate

to to find those and I was able to

identify that was the checkout that was

the issue because I saw that I had good

add to cart rate and I had a good reach

checkout rate and it was just the people

that were people were getting to check

out but they just were were not

converting for some reason and then I

knew that I could look just right here

and that's where I found the issue all

right so on to the more like obvious

issues site load speed we already talked

about call to action button color

isolation so we want to make sure that

our add to cart buttons are a different

color than anywhere else on the website

which we have the dynamic I'll show you

we have the dynamic checkout added right

now but if I were to add to cart see how

this is this green doesn't show up

anywhere else on the website that's

by Design so that they've studied that

it's pretty interesting if you want to

look it up um vital app we actually

don't use that anymore but that just

added like trust seals and and stuff

like that next is social proof and

customer reviews so on yoga day our

conversion rate went up pretty

substantially after we started building

up a catalog of like customer feedback

and Plastering that everywhere on the

website that we could so you see number

of views cuz people are they're really

looking especially when they see you for

the first time they're really looking

for validation that you're a legit

company and that you're not just a

scammer so adding stuff like this after

you get some sales really helps and it's

I definitely don't go and come up with

fake reviews I've gotten some people

asking like what do I do when I'm

launching and I don't have any reviews

just leave it get your friends and

family to leave reviews if you want to

but absolutely don't like Forge reviews

one it's unethical and two it's like

illegal so pick your poison either one

of those is pretty good reasons not to

do it next is multiple payment options

this is something that impacts the

checkout or conversion rate but a lot of

people trust the name PayPal Amazon pay

Apple pay they trust those names and

they will check out with PayPal but they

won't necessarily check out by giving

their credit card to a random website

especially if you're in like an older

demographic they really don't trust like

entering their credit card information

but if they see the PayPal button like

at checkout like we should see on yoga

day yeah see this PayPal shop pay Google

pay other op yeah they're on Shopify

plus so they added uh in checkout cross

sales that's interesting I don't love

this purple call to action button but

it's their store now next is bullet

point product descriptions slight

variation on that is we're doing these

like nested product descriptions and

like we talked about in the Shopify

setup section we're doing those like

they're very targeted at the main

questions or issues that customer would

have is the main pain points effectively

so the product quality shipping speed

can I trust you like what if I don't

like it so that's where 30-day guarantee

returns are free and easy ORD ship out

quickly and it's high quality products

so boom answering all the main questions

and you can look at sites like gym shark

they've a more simplified approach

nowadays but they actually this is one

of the most simple websites I've seen I

mean it looks great but there I was

talking about this in the average order

value training this get the look thing

they give you the ability to BU bundle

together products but anyway okay so

exit intent popup so this is a big one

that as people are let's open it up in

Incognito see if we can trigger it so I

bet that as I scroll up there we go okay

that was easy so this popup triggers

some sites do it just when you land on

the site we normally set ours up to

trigger as a customer is about to go up

and hit the x button so it's able to

track like where my cursor is on the

screen or if you're on mobile it knows

like the patterns of somebody who is

about to hit the back button basically

and it'll trigger with a discount code

either 10 to 15% we typically do 15 and

this will take somebody who was

potentially going to leave and not turn

into a sale it gives them a discount or

at the very least it grabs their email

information so we can follow up with

them in the future and this if it's done

correctly this can really help your

conversion rate or if it's done poorly

it can really hurt it cuz there's

nothing more annoying than visiting a

website and you just get blasted with

popups and this site wants to send you

notifications I'm just like get me out

of here and so a word of advice on that

is to check your popups once you set

them up on desktop and also on mobile so

a lot of sites I see they don't optimize

it on mobile and it 80% of the traffic

is coming from mobile it looks really

bad it looks super tiny and that hurts

your conversion rate something else that

helps conversion rate a lot is your

abandoned cart so you can set up email

automation setup to follow up with your

customers but you can also set up SMS

banit card we used to use a company

called live recover taking that out cuz

we haven't used them in forever now we

just use clavio and the last thing is

Google analytics e-commerce tracker

we're going to be setting that up later

on but it helps give you a much more

detailed breakdown of your marketing

funnel and see exactly where like the

add to cart initiate checkout conversion

rate but on steroids helps us see our

full funnel from end to end and identify

exactly where people are dropping off

the most and last but not least a sneaky

way to impact uh conversion rate is with

your sight's navigation and not just the

navigation like the drop- down bars at

the top that's important but also the

order of your products in your

collection I had somebody the other day

who I was talking to them about their

ads and they said this one ad is getting

a lot of clicks like it's really sending

cheap traffic but nobody's buying and

his site was already converting decently

well on other ads so I was like why

could that be so we looked at the ad and

was promoting one of his products and he

was driving traffic to the collection

page which we do because it has a higher

average order value and a better

conversion rate in my experience but

anyway he was driving traffic to a

collection page and on that collection

page that product that he was testing in

ads it was newer so by default it went

to the very back of the collection and

he had eight pages of products and so he

was driving all this traffic people

clearly like the design a lot but then

they were getting to his collection page

and they were having to scroll for five

or six seven eight pages in order to

find it obviously it's not getting any

conversions nobody's going to go sifting

through eight pages to get to a product

and then as soon as he moved it to the

top of the collection the conversion

rate shot up that ad started performing

better and mor of the stories to always

go from ad to thank you page on desktop

and on mobile and take note of

everything as if you were the customer

don't just follow along with these

lessons and the trainings and follow the

right buttons like think for yourself

look at your store think if I was a

customer if I was viewing this and more

so if I was like 60 70 80 years old and

I have a smaller phone like what would

this experience look like for me like it

wasn't until I like saw my grandmother

scrolling on uh Facebook one time like

this that it finally hit home for me

they're like oh that's my customer

that's what I need to be optimizing for

I can't be like pulling it up on my big

old like iPhone te Plus X whatever and

think oh it looks pretty good here I

need to really consider who my customer

is and what does their experience look

like and put myself in their shoes and

then build the site around that and as

soon as I build it into our workflows to

consistently be running test orders and

checking all the way from ad like

generating a preview through to thank

you page I started noticing uh a lot of

stuff that very easy quick fixes and

last conversion rate optimization fix or

tip is if your conversion rate is low go

back to this mirror board that I put

together for you guys that is meant

specifically for this purpose so that if

you're ever at a point where your

conversion rate is low and you're not

sure what to do you're like just staring

at your store like okay here it is now

what do I fix go look at examples of

what other stores are doing what are

they doing differently than you what are

each of the variables that you could

change like literally everything from

pricing to mockup to types of designs to

product catalog to number of products

per page to what does it look like on

mobile what does it look like on desktop

what are their discounts what are their

offers what's their free shipping

threshold how fast as their website what

do their like person mockups look like

do they have any do they do these fake

bullshitty discount timers what color

are their call to action buttons do they

offer afterpay what are their bullet

point descriptions look like on their

website what are their like the pain

points that they're addressing what kind

of like BOGO deals are they doing buy

one get one 50% off and okay if you have

learned everything you can about the

websites the other thing that impacts

conversion rate that we talked about is

their marketing like where are they

driving their ads from where is it

coming from like a website that's built

for people coming from say Tik Tok is

going to look very different than a

website that's built for primarily

Google shopping traffic as an example

Google shopping is a slightly older

demographic Tik Tok is definitely on the

younger side and there's different types

of things that would make Google traffic

convert compared to Tik Tok just

thinking back to to the my grandmother

example so there's this board is just a

plethora of possibilities so I don't

want to ever hear anybody say I'm not

sure how to fix my conversion rate it's

that's not the issue it's like all the

answers are right here and on this board

as well there's it's just a matter of

not testing and putting in the effort to

try all these things and just wanting

somebody to drop the answer in your lab

so don't do that not just because it's

uh challenging to coach somebody like

that but because you have to be the kind

of person who's going to go out and find

these answers for yourself that's why I

put together this board as a cheat sheet

for every answer you can need is on this

board and the resources we've talked

about besides this so that's how to

optimize your conversion rate and I'll

see you in the next

[Music]

lesson let's talk about how we should be

pricing our products on shop topify now

there's a lot that could be said about

this but when it comes to the conceptual

like pricing psychology and learning how

that influences consumer Behavior at

like a subconscious level this is a

great book that I highly recommend it's

called influence psychology of

persuasion by Robert keini amazing book

I learned a ton from this I'm not going

to go into all the details but if you're

interested in learning more highly

recommend checking that out but the

quick and dirty of it is you want to

find a balance between what you can

afford to charge like what's the minimum

first figure that out what your cost of

goods is and then what's the higher end

what do you see your competitors

charging and get a full range again this

mirror board is a great resource to see

what the competition is charging and to

get a range of your products so this is

for print on demand we're selling

T-shirts we look at our competition here

if you're selling different products go

out make your own mirror board get a

list of all your competition throw it in

like this and figure out what are your

cost of goods then what's your

competition charging and then typically

you want to be somewhere in between

unless if you're trying to go for a

moonshot like Grand Slam brand like a

brand that will take five plus years of

building before you start really turning

a profit these guys are just setting

their own price point like 155 bucks for

a t-shirt

insane like that wow that's really wild

to me so obviously there's guys like

this on the far end of the spectrum that

we're not trying to recreate what we're

doing what we're learning in this course

is how to make just consistent base hits

that are far more reliable and will

still eventually get us around the bases

so with that we're looking at a price

point that's somewhere between our cost

of goods and the upper end of what our

competition is charging with that being

said the cost of goods percentage of

total revenue that we want to be at the

aideal range is around 30 to 40 is% 30

on the low end 40 on the high end we

used to run it like 50% and it's nearly

impossible to turn a profit that way so

so we want to be around 40% what that

means is if we make $100 in Revenue we

want $40 of that to be our cost of goods

so like our printify charges like our

manufacturing and shipping costs we want

that to make up 40% overall now the real

question is how much can we get away

with charging our

customer basic answer that I've tested

and what we' run our stores at is about

$26.99 for a small through XL gilding

64,000 soft style now there's some

stores like this one here busted teas

they

charge where's their product

page $32.99 for and I've ordered test

orders from this company for a guild in

5000 which Guild in 5,000 just on

printify just basic pricing is like a

dollar cheaper than the guild and 64,000

we're selling so they have an insane

margin and I'm just giving this as an

example not saying you should go out and

do this cuz they're far more established

they've been around for five six seven

years at least and so so yeah to say

$26.99 is what I found it works for

small through XL and then 2XL a do or

two more 3XL another dollar or two more

and the reason I say that that works is

because I've run split test using

software it's called a intell so all

this app does is I plugged it in and it

varied the prices of our products for

each customer and what it found is we

tested $24.99 for the base price $26.99

27 and $29.99 on the high end and we

found Revenue per visitor which is the

most important metric 78 % likelihood

that $26.99 was going to be the top

performing so these are just the

probabilities let's see the actual

metrics yeah here it is okay so Revenue

per site visitor on $26.99 we had

$186 per site visitor so for every 100

people that came to the site we made

$186 in sales and for $27.99 we had $121

and then for $29.99 we had $134 which

that's interesting cuz obviously the

price has a massive impact on your

conversion rate it's a huge variable to

play with so the obvious thing average

product Revenue per unit for $29.99 you

would expect that to be the highest the

reason it's not $29.99 or higher is

because there's discount codes and stuff

like that and then the average order

value for each of the prices $29.99 had

the highest 26.99 was the second highest

notice how 27.99 kind of gets skipped

over and $24.99 as well is getting

crapped on the reason for that a lot of

this comes down to what I've learned

from the book influence is there's Psych

ology around specific numbers and

numbers that are higher don't always

necessarily feel higher to us as

consumers and this is fascinating topic

to me cuz it really digs into like the

human psychology behind like why does

one number feel like more to us compared

to another one and like for example the

27 or $24.99 you would think that you

would be getting more units per order

because it's cheaper this is the number

of shirts in the average order at each

of these price points for some reason 29

9.99 had the most it had3 more units

than the next closest but even more

interesting was our conversion rate so

the conversion rate for $24.99 the

cheaper price lost to $26.99 and it

didn't just lose by a little bit it lost

by 1.4% which is over 50% of an increase

which is just wild to me that there's

something going on where when it's

$24.99 and we ran this for a week like

it was a good amount of traffic and it

for whatever reason converted lower and

$26.99 had a higher aov that led to a

substantially higher Revenue per visitor

so the question to us was should we go

with $26.99 or

$29.99 because even though the revenue

per visitor is higher for $26.99 there's

the additional $3 per product that we're

making for the

$29.99 and at the end of the day we care

about profit not Revenue so question

remain for us is which one should we go

with so to answer that question what we

did did was we plugged in all of our

cost of goods and let the software

figure it out for us and what it told us

is that our average profit per visitor

was A110 this is just cost of goods it

doesn't know what our ad costs are but

profit per site visitor was $110 and our

cost per click was probably about 40 to

50 cents so say like 60 cents net income

the minus overhead and transaction fees

like 40 cents cost per click net income

compared to over here it was 85 cents

all that to say there's in it's not just

when you're planning your pricing

understand that it's not just as

straightforward as cheaper pricing

equals higher conversion rate lower

pricing or higher pricing equals lower

conversion rate it's not that simple

because there's a perceived value

associated with higher priced products

I'd like a supreme t-shirt is literally

just a freaking t-shirt but because it's

got the label Supreme on it that's brand

value has one but two it's priced

insanely high and we as humans for

whatever reason see it as oh it's priced

High it must be worth more even though

the value of the thing is just the value

that we assigned to it so I could choose

to ascribe a $1,000 value mentally to

this t-shirt even though it doesn't cost

1,000 bucks but yeah so when it comes to

pricing your products know that it's uh

feeli that there's a lot there's a lot

of different opinions on it but if

you're selling just t-shirts take it

from me $26.99 we've tested it it's a

great price point at the very least a

great price point to start with and then

iterate from there cuz that's what we're

doing in this course trying to show you

a baseline to get to that's worked for

us consistently and then once you get to

that point then you can start iterating

and have your own creative ideas and

like split tests and stuff just get to

that point though but I would recommend

just copy our pricing and then down the

road start playing around with different

stuff if you're selling other products

like whether it's print on demand or

Drop Shipping or if you're sourcing your

own products whatever it is do what we

talked about before look at your cost of

goods as your bottom level absolute bare

minimum you could charge you would still

be making a loss so you should tack on

50% at least as your bare minimum and

then look at what's your competition

charging and a lot of times the

competition will generally aggregate

around the same range and look at the

upper end of that range as your top

range so then you have your top you have

your bottom this is the range that you

can play with and play around with your

pricing and that gives you like a good

ballpark takes you from having no

freaking idea to here's the range you

should be playing around with and then

if you want to invest in it you can use

a software like intell gems I don't have

affiliate agreement or anything with

them honestly they won't like me saying

this but you can install it and use it

for like 7 days to do the free trial and

then you can just cancel it so I've ran

one split test and then ended it after

that so you can try that out but that's

pricing psychology for you there's a

whole lot to it but this is a quick and

dirty overview so hopefully you found

this useful and I'll talk to you

[Music]

soon it's going to be a quick lesson

talking about the differ between

optimizing our store for desktop versus

mobile and why it's so important that

we're aware of the difference and tldr

is that 80 plus% of our traffic is going

to be coming from mobile sources doesn't

matter like what kind of business you

are nowadays whether you're print on

demand Drop Shipping software the vast

majority of people's screen time comes

on their mobile devices so how do we

make sure we're setting ourselves up to

take advantage of that great question

looking at our Shopify store at like

page builder when you go to on online

store than themes and edit were set up

for failure by Shopify because they show

you your desktop Page by default and I

can't tell you how long I spent into my

career optimizing the out of my

desktop and then I would occasionally

click to see what the mobile looked like

but then I would just go back to desktop

cuz I thought desktop's most important

it's far easier for me to play around

with stuff and it wasn't until I

realized that my conversion rate was

very low

and it wasn't just low here I'll show

you how to see this we don't have any

sessions just yet but you can filter

this took me a long time to figure this

out you can filter based on

device device type yeah we only have

desktop right now cuz it's just me but

if you had traffic you would be able to

see desktop versus Mobile versus tablet

versus like TV is somehow way that

people browse the internet and you can

see what your conversion rate is and in

general our desktop traffic it's 10 to

15% of overall normally converts at

around like a 4ish per close to double

what our mobile does but it's 10% of

your traffic so mobile is far more

important and my mobile conversion rate

was absolutely it wasn't until I started

optimizing and this is what I recommend

to everybody is when you're first

setting up and it's like you're just

getting your bearings fine look at

desktop but from that point forward

swear to me that you will always look at

mobile first promise me promise yourself

promise whoever that you will always

look at mobile first and it will make a

massive impact on your business and not

just looking at this mobile view but

also actually getting out your phone and

going through your website doing your

test orders on mobile like looking at

your ads on mobile is that is where your

customer is shopping like I said in a

previous lesson about my grandmother

watching her like scroll like this with

her like glasses on that's what your

customer is doing and you're building

your store for your customer not for you

so optimize for mobile now what that

looks like is being aware of some of the

things that make sense to have on

desktop but don't necessarily make sense

to have on mobile a few examples are

like some of the popups or like help

Buble things or like review things that

apps love to push as a side note Shopify

apps are in the business of making their

business more profitable and they do

that by pushing their app into your

store and making it seem like it's

driving more revenue and they don't care

about the performance of your store

holistically basically so if they ever

try to put some kind of BS widget on

your homepage your pre precious homepage

or collection page immediately uninstall

it as that is an app that doesn't have

your best interest in mind they just

care about making it seem like they are

providing value to you anyway I digress

but that's an example of something where

like if we have a widget or something on

the side on desktop not that big of a

deal takes up maybe 2 3% of the overall

screen fine on mobile though that same

little widget is now taking up this

whole section and and not only does it

take up a big portion it's really

distracting cuz it's going to be a

different color than the rest of

everything on your site so it's dragging

people's eyes that way another thing to

keep in mind is when you're scrolling or

when you're on mobile most people are

right-handed so with that in mind you

want the options and buttons and call to

action things to be more accessible to

somebody who is right-handed on the

right hand side like our cart drawer for

example then you want it to be on the

left hand side another thing is the

exiting 10 pop-ups we've talked about

these but you want to make sure that

especially people that are on mobile

they're not getting bombarded with a

popup as soon as they land on your

website somebody who's coming from

social media AKA mobile users does not

want to be blasted with a discount code

the second that they step foot on your

site I'm not going to drag this lesson

out because you can go ahead and look

for yourself on the mirror Board of

example stores because I've taken

screenshots of not just their desktop

but also their mobile so what I Rec

recommend doing is look at their stores

side by side what does their desktop

look like compared to their mobile and

how can you emulate that an important

concept for mobile as well is what

people see above the fold and above the

fold is when a site first loads the

section that is immediately viewable to

them anything above the fold is what's

actually on their screen below the fold

is what they have to scroll down to see

and what's above the fold is something

that like UI and ux designers spend a

lot of time thinking about that's why

when we were doing the site setup I

wasn't sure if I wanted these thumbnails

because that's taking up like above the

fold is like probably stops about here

so here up is probably visible and from

here down people have to scroll to see

so ideally and the dawn theme the theme

we're using can be slightly limiting

it'd be more ideal if the add to cart

button would be above the fold you can

hire a custom developer to do that but

you only want to do that once you've

decided to like invest heavily in your

brand another thing is when you're

scrolling it'd be really nice if we

could have a scrolling ad to cart button

there's Shopify apps that can do that

because we want it to be easy for people

to check out at any point whereas

somebody who's on desktop they can

pretty much see pretty close to see the

add toar button at all times and another

cool trick for optimizing for desktop

versus mobile is you can go to websites

and if you're on Chrome I'm not sure

about Safari or other browsers

go to inspect then up here click toggle

and it switches to mobile view see this

now I've got the little finger cursor

very easy way to evaluate not just your

site but your competition sites all from

your desktop and not have to worry about

actually picking up your pesky phone so

anyways long story short optimize for

mobile first desktop later and you'll be

doing yourself a huge favor

[Music]

Amazon conducted a study where they

found that for every 100 milliseconds

added to page load time cost 1% in

Revenue now this was back in 2006 but

the principle still holds true today and

that is that people do not want to wait

for a website to load so you could have

the most optimized website in every

other way but if it is super slow then

people are not going to buy so the

question is how can we improve our sight

speed and what is slowing it down in the

first place long story short what

slowing it down is generally bogging it

down with too many apps that are not

optimized for your sight speed they're

optimized for themselves and second is

too much content and too heavy of files

and I'm going to give you a couple of

tools that you can use to First evaluate

your site speed and where things are at

along with the tools that we use in our

business to consistently check up on our

sight speed and make sure that it's

running as smooth as possible and before

we do that quick anecdote is that at one

point we had a store that we've been

running for about a year and a half and

it was doing generally pretty well but

over time we just slowly added more and

more apps this was before we were really

aware of the impact that sight speed has

and we just add on more apps that were

like claims to be like boosting

conversion rate and like little widgets

and stuff like that and without really

realizing that every single app that

we're adding whenever your website loads

the way that websites process the files

is it loads like one thing at a time so

for every additional app that's added

onto your site that's additional load

time and even all the apps in the

Shopify App Store are positioned to make

it seem like it's going to do nothing

but good for your store but in reality

it was hurting us So eventually what we

got to the point of doing is we deleted

just about everything everything but

like our email and like our most basic

apps and our site speed went from like

20 or 30 on the Shopify rating they

changed the rating system now but it

basically doubled the sight speed or cut

it in half basically overnight and our

conversion rate shot up because of that

and that's another side thing is that

our Facebook ads performance our cpms

dropped when our sight speed improved

which you would think that the two

aren't related but the reason for that

was that Facebook was essentially

rewarding us for having a better

customer experience in our ads when

people clicked cuz they were seeing that

oh people that clicked to this site get

pissed off and have a lower session

duration when they come back to Facebook

cuz they just had a bad experience on

whatever is going on that website so

it's all interconnected but anyways so

the things that are slowing down our

site are heavy pictures too much content

too many apps and the ways that we can

fix that are essentially watching the

apps religiously closely making sure

that we are only adding things that are

absolutely necessary like we're showing

you the Bare Bones things that we should

add in this course and being very

conscious of if you add something in the

future watch your sight speed which

we're going to measure in a second watch

your sight speed and make sure that

you're not that no app is worth a hit to

your sight speed and then third thing is

that when you get down the road you can

hire developers to custom build and

Implement Solutions into your Shopify

store in a way that loads faster don't

recommend that for even the first 6

months to a year cuz it's pretty

Advanced and it can be costly but just

so you're aware of the possible

solutions that hiring a developer can

speed things up so the way you can test

your sight speed is by going to online

store themes and then you have your

loading speed interactivity and visual

stability so this is the new sight speed

rating system that Shopify gives us and

I recommend keeping an eye on each of

these I check these on a weekly basis to

make sure that each of them are in

normal ranges all right so now we're

going to run some speed test for our

store not just using the Shopify default

one just like you wouldn't want to test

your Wi-Fi speed by taking Verizon or

comcast word for it you also don't want

to just take shopify's word for it so

there a couple different tools we can

use the two main ones are this page

speed insights and Google Lighthouse

they're I think they actually might be

built off the same thing but these are

like the industry leaders Lighthouse you

can install by going to the Chrome App

Store but basically all you do is just

enter your URL and then it gives you the

Mobile versus desktop breakdown so like

we talked about before we not only want

to be optimizing for desktop but more

importantly for mobile because that's

where 80% of our traffic comes from and

up top here it gives us a general

overview of our perform performance

accessibility best

practices and this is a brand new

Shopify store so I wouldn't really

expect there to be too many issues with

it at least I wouldn't hope so cuz we're

basically just rocking the default out

of the box setup so we have first

contentful paint which is how long it

takes for a user to see anything on the

website so this number is important then

largest contentful paint is the largest

item on the site how long does it take

for that to show up and then down here

it gives us a more detailed breakdown of

any of the the issues you're having like

I said this is a brand new site so if

you've been installing a bunch of apps

and stuff you might see some different

stuff on here it can get a little

technical so if you're having big site

issues I would recommend either hiring a

Shopify expert or somebody off of upwork

or Fiverr to help troubleshoot it for

you normally they can figure it out

pretty quickly but we see here the

largest contentful paint element taking

4,660 milliseconds or 4.6 seconds and

it's interesting it makes sense it's

this homepage element this homepage

image it's saying it's too large of a

file and that's taking a long time for

it to load which is interesting because

if you watched in the previous lessons

as we're setting up the Shopify store

anytime we go to look at the homepage it

was literally taking a couple of seconds

to load let's see if we can do it now

sometimes it won't do yeah it's already

cached which caching is just if I've

been to a website my browser will

remember it by default and it stores

some of the images it's like your

cookies and cash and stuff if I were to

clear my cash then it would show up

later but yeah and I think these are

based on the same because it's showing

basically the exact same outputs so what

we can actually do about having a slower

sight speed is my favorite app for this

and one that bang for your buck most

important app to install Meg might talk

about this as well but it's called Crush

picks and all this basically does is it

runs all of your images like all of our

hundreds and thousands of product photos

it runs it through compression algorithm

I think it's an algorithm sounds good

I'm just going to say it compression

algorithm and makes it smaller so that

there's less of a file size for it to

load and as we start I'll run this again

after we set up like our Facebook ads

and stuff to show you but as we install

like different apps and trackers and

pixels and all that kind of stuff all of

those things take up time when you're

loading a website so it's just something

to be aware of as you're setting up your

store limit the number of apps cut down

on pixels using Google tag manager helps

as well because then instead of loading

each pixel individually just loads

Google tag manager but most important

thing is always keeping an eye on your

sight speed and last thing most

importantly is a way to track your sight

speed's impact on your advertising is to

monitor your link click to page view

ratio now your link click number of Link

clicks is how many people clicked on

your link in your ad pretty

straightforward and your page views is

the number of views that you have or

sessions on your site from that that

specific traffic Source now there's

typically like a 10 to 20% is drop off

so if you send 100 clicks we might get

90 to 80 people who actually stick

around long enough to view the content

reason is that there's some super

Twitchy people out there that don't even

want to wait a second those Twitchy

messes are going to drop off no matter

what on anybody's site and we're going

to monitor this in our tracking

spreadsheet but keep an eye on it

because if your link click the page view

ratio starts to tip beyond the like 80%

% range and you get down into like the

70s and then 60s and then if you're in

the 50s you really have a big problem

that's when your ads like everything

will start to break and if you're not

watching your sight speed like I wasn't

for the longest time can easily creep up

on you and you can be launching new ads

and like checking that the pixels

optimized and launching new products and

all this stuff but when in reality the

actual problem is that oh I have 45 apps

installed and it takes 6 and a half

minutes for my site for my site to

load no wonder but it's a tricky thing

to catch if you're not looking for it so

that's sight speed for you in a nutshell

what causes it why it's important what

we can do about it just keep an eye on

it and I'll see you in the next

[Music]

lesson here are some of the most common

Shopify mistakes that I see beginners

making that end up costing you a ton of

time money effort and will lead you

crying yourself to sleep at night

wondering why your store is not

converting better and I'm talking to

myself I've made all these mistakes so

mistake number one we've talked about

this already but not optimizing for

mobile is a huge one vment 80% of

traffic comes from mobile it's crucial

number two we haven't quite talked about

yet but not emulating a proven store but

it's going to be a Common Thread like

from the products to the ads to our site

to our email marketing is we are trying

to get our business to a baseline a

proven Baseline of consistent revenue

and performance the fastest and easiest

way or I'll first say what people are

tempted to do is just they learn okay I

need to come up with products to sell I

need products I need marketing I need my

site I need email like okay I'm going to

come up with my own products and they

just start they sit down they start make

up random stuff then they get to the

Shopify store they start picking out

whatever looks good and like oh that app

looks neat or they change the colors to

something pretty and then well then they

go back and change the colors again

because it looks a little a little bit

better this way and again I'm talking to

myself and really what we want to be

doing the fastest way to get to a

consistent stream of results is by

following a proven model they use the

Tony Robbins quote again success leaves

Clues find a person is what he said but

find a brand that has already had

success and model it after them so

emulate a proven store and see what

those stores are doing in common all the

things that we listed off before I'm not

even going to show it again but the

mirror Board of the example stores go

look at that devour it see what all

those stores are doing not to mention

that's just 10 there's hundreds of print

on demand multi8 figure print on demand

businesses out there go look at those

and emulate what they're doing well and

yeah beginners always try to come up

with the next greatest thing and I was

the same exact way I thought that

starting a business meant you have to be

creative you have to be Innovative you

have to be figuring all this stuff out

for yourself when in reality the best

way to get to a position where you have

the resources and capabilities to

innovate and really swing for the fences

is to get to a baseline of performance

do that by looking at what stores are

converting and see like what apps

they're using what types of products are

they selling how are they selling them

all that kind of stuff and then reverse

engineer that into your own business

third thing is getting sidetracked by

how pretty or aesthetically pleasing

their store is and this one makes me

feel personally attacked cuz I spent

entirely too much time doing it but the

reason that this happens is that when

you're starting a new business it can be

extremely overwhelming there's a

ton of stuff that you have to learn and

our brains try to just avoid Pain by all

costs and we try to avoid that Pain by

we still want to feel productive and

like we're actually doing something

working towards our goals so we let

ourselves mentally masturbate that we're

doing something productive when really

we're just keeping ourselves busy by

fussing around with the same over

and over again and it's far easier to

play around with Shopify Store settings

than it is to dive into the unknown

Abyss that is email automations and

flows for example or that is the abyss

of Facebook ad accounts and learning how

to optimize a pixel and all those

painful buzzwords and all that I can

tell you is if you want to be successful

you have to dive into those areas don't

let fixing your pretty little store via

distraction and to use the hormos quote

it only takes really 20 hours of

dedicated focused effort to get

moderately like decent at something so

stop putting off those 20 hours cuz most

people's issue is that they wait years

before they spend those 20 hours so

close your shop if I store go put in the

time on something else the reason that

this matters is that we honestly don't

give a what our store looks like I

don't care if it's the ugliest thing in

the world we just care that it converts

and don't worry about the opinions of

your friends and family when they look

at your store and they're like really

this is what you're doing and it looks

like a fifth grade computer science

project who gives a like they're

going to look for something to knock you

down with anyway because you're making

them feel insecure because you're

striving for your dreams and doing

something that they know and they've

thought about doing in the past but have

been too afraid or insecure to pursue

themselves so it's far easier for them

to knock you down in any way they can

get their hands on rather them going out

and doing it themselves or looking

themselves in the mirror and realizing

that you know they're never going to

amount to any of their dreams and

they're just going to end up in the same

spot basically you're you're making them

feel insecure about themselves by doing

this and certainly for getting this far

into this kind of training so don't

worry about their opinions they don't

matter anyway fourth is not enough

products I'm just going to keep

repeating this F blue in the face but

90% of the times that I look at Shopify

stores and people are like my ads aren't

converting whatever their product

collection sucks their designs are

terrible and not only are they terrible

they have barely any of them if you show

me somebody who has spent a lot of time

researching products and knows their

Market inside and out has lots of

different angles they have funny designs

they have beautiful designs they have

Unique Designs they have different

product collections on their road map if

you show me that person I would bet nine

times out of 10 that they have a better

converting Shopify store and better

performing brand overall than somebody

who has put all that time and effort

into just tweaking their store fifth

most common mistake is having disjointed

theme or messaging from your ads to your

collection page to your product page to

your cart to your checkout page so when

we're like these sections are split up

into different modules to make it

manageable but really it's all one flow

this whole thing is building one

customer Journey from start to finish

and it needs to feel that way to the

customer it cannot feel like the ads

were written by one person or by you

in one mood and then the Shopify store

is written by you in a different mood

then you use like different colors and

different offers and then the products

that they click on in the ads aren't

even like on the first page of the

collection that's a subtle thing that

will completely hamstring your growth it

needs to feel the same and uniform from

not only the same it also has to feel

uniform I love repeating myself with the

same meaning word I don't know why but

it's just a hobby of mine but anyway so

from the ads to the collection page to

the product page make sure that your

offers your use of emojis your brand

voice discount codes the pricing the

product images all of it all the way

through is exactly the same all the way

through to the checkout and then to the

thank you page and then to your email

follow-ups needs to feel like it was

written by the same youu in the same

mood all the way through sixth and this

is one that I'm still honestly guilty of

is not enough cross sales or product

recommendations the best time to get

somebody to buy is after they've just

bought something from you so cross sales

and UPS sales is one of the the easiest

ways to boost the revenue and more

importantly The Profit CU you already

PID the acquisition cost to get the

person and then on the cross sales and

recommendations front if you look at

Amazon for example the leading

e-commerce provider if you go from above

the fold which is the top section to the

very bottom so you want to like scroll

from there you want to check out the

reviews you never realize how far you

have to scroll at least on desktop and

if you look at the number of layers they

have of different product

recommendations it is insane let's

actually do it right now let's go to

Amazon let's go spring graphic te's so

this is above the

fold okay there's

one there's

two there's

three

4

5 6 7even seven different sections on a

single product page recommending other

other products that is something we we

can all seriously learn from that is

wild as I've always myself included I've

always had the thought of like well I

don't want to overwhelm people I don't

want to like seem too salesy with our

product pages but Amazon's I know we're

not building an Amazon obviously we're

not building in Amazon but there's

something to learn from over

recommending products because Amazon

does it for a reason can't even imagine

how many split tests they've run to get

to this kind of page layout but anyways

back to it mistake number seven is not

optimizing their conversion rate by

looking at it as a breakdown of the

three different things the add to cart

rate the initiate checkout and the

actual conversion rate this took me a

long time to learn but it's one of the

most valuable skills if you can call it

a skill that I picked up on is breaking

it down because it helps me hone my

focus and figure out where I should be

looking to fix the site conversion rate

and something that surprisingly few

people do like if they say they have a

low conversion rate they just say they

have a low conversion rate the immediate

the first question I always ask people

is what you're had to cart rate what's

your initiate checkout then what's your

conversion rate and they normally have

to go look it up cuz they're not even

aware but you should always know like

where is the actual break in the funnel

where are people dropping off don't just

say oh my site doesn't convert no where

it's not converting cuz your site is not

just a site it's broken up into chunks

and obviously it's cohesive like we said

you have to be looking at the whole

customer Journey but as we're optimizing

conversion rate in particular you have

to look at the individual sections last

but not least site speed bogging down

your site with way too many apps just

constantly run a site speed test at

least once a week and that'll

dramatically improve your sight's

conversion rate because I guarantee that

at some point if you aren't running site

speed test even if you are being very

careful about your apps at some point it

will creep up on you it's just

inevitable it might be 6 months it might

be a year might be 2 years at some point

the sight speed will creep up and your

conversion rate will start to drop and

if you're just watching it once a week

takes 2 minutes you'll end up preventing

that and saving yourself who knows how

much money anyways those are are the

eight biggest mistakes that I see on

Shopify I'm sure there's lots of others

but they're in no particular order I

would say the most important one

probably is not emulating a proven store

and just sitting down and coming up with

stuff off top of your head that's why

this whole course where the whole

Shopify section we've been walking

through setting up like a proven store

it's the exact layout closely to what we

used on our stores super basic but we

weren't just doing it randomly we were

doing it because it's something that

converts and you also notice it's not

the most beautiful thing by any means

it's going to look a lot better as we

add more products and stuff but not

emulating proven store is definitely a

big one and not enough products so those

two things alone probably I would say

8020 principle those are the two to

focus on the most so hope this helps

some of you avoid some of the the

heartache and struggles that I went

through and yeah I'll see you in the

next

[Music]

lesson module six we're going to be

starting to dive into the world of

driving traffic to our Shopify stores

and this is personally my favorite

section of this entire process just the

marketing Facebook ads email all that

stuff is a lot of fun to me and

hopefully it will be for you too in this

video just going to be quickly covering

what's going to be included in this

module so you can jump around to the

section that's most relevant to you and

first off I want to mention the metaphor

that we're going to be coming back to

time and time again which is the brick

and mortar store example with all of the

you know Advanced marketing tactics and

strategies and AI Facebook ads could be

kind of overwhelming really overwhelming

especially as just someone who's

starting out to really understand what's

what and what's the most important so

the way we're going to be looking at all

of our marketing is if we have just a

simple brick-and mortar store on the

street what would we say to people what

would our marketing look like to get

people to come in the door and then that

metaphor lends itself really nicely to

what we're actually going to be doing

for our Shopify store and by and large

our strategy can be summed up as driving

mostly Facebook and Instagram traffic to

our Shopify collection page then we're

going to be using Google shopping and

Google search ads for retargeting then

we're going to set up our email flows

and automations for retargeting to

people who abandon cart or checkout as

well as building further relationships

with our existing customers and we're

splitting this up into two separate

sections within the module the first is

Facebook and within the Facebook module

you're going to be learning Facebook ads

versus Google versus Tik Tok What the

differences are when it makes sense to

use each depending on your brand along

with my personal experience and again

all of this is just from my personal

experience there's going to be lots of

people that have different opinions on

how to drive traffic just evaluate each

one and see if the person has actually

done the thing they're telling you and

if they have then great they probably

have something valid to share but for me

this has always been a great strategy

Facebook has always worked extremely

well for us when it's set up the way

that we're going to be doing in just a

second next we're going to be explaining

within this module the highle Facebook

ad strategy so that'll be kind of a more

conceptual lesson so if you feel like

you already have a really good handle on

things you can skip over that kind of

stuff but we're going to do a lot of

tactical like Click by click setting up

our ad account everything you need to

know but then we're also going to

explain from a 10,000 fot view the

conceptual things and strategies behind

why we're doing what we're doing we're

going to be setting up our business

manager ad account pixel catalog Pages

all that good stuff then we're going to

be launching our testing campaigns with

our initial lower test budget and bottom

line we're going to be covering

everything you need to know from zero

understanding of Facebook doesn't matter

how overwhelmed you feel by diving into

Facebook ads today we're going to go

hold you by the hand and go through

everything together then in the second

section of this module we're going to go

over Google and other types of traffic

so our highle Google ad strategy Google

ad account setup our Google analytics

setup so we get tracking which is a

really awesome free tool we're going to

talk more about that that then we're

going to talk about organic content

strategy and even though the majority of

our strategies are going to center

around paid traffic if you have 0 for ad

spend we'll talk about some ways that

you can approach that and get albeit

slower results but still get some

results and some traction to build your

way up to launching your first paid

campaign we're going to talk about how

we use our affiliate program to turn our

existing customers into advocates for

our brand like referring their friends

family as well as other content creators

and get them to help promote our brand

as well and then we're going to talk

about some of the biggest ad mistakes

that we see last thing to wrap up this

traffic overview is an understanding of

the phases that we go through as we're

ramping up our paid traffic or our

traffic in general like what are our

goals and it's not just our goal when we

first start is not just going right to a

million dollars and spend trying to make

a seven figureure brand we start out

very incrementally to make it one

manageable but two as profitable early

on as humanly possible and these phases

are phase one is testing and our goal

here is to get $1 in so spending a

dollar to make a $150 to $2 back and

this is basically where for lack of a

better term we're going to be throwing a

bunch of stuff at the ball and see what

sticks and we'll talk about what those

things are like what the different

elements are that we're going to be

playing with but after the testing phase

and the testing phase can take it all

depends on how much time you're putting

into this like somebody who's willing to

create five ads five different creatives

it's going to take them longer to see

results compared to somebody who is

launching 500 ads not saying you need to

go that far but just understand that

this is just like everything else with

this business and in life really the

amount of effort you put into this is

the amount that you're going to get back

so your testing phase could take a year

or it could take a week depending on how

much work and how closely you're

following along with what we're doing in

this training but the second phase is

laying our foundation so after we've

tested some ads we've validated that we

have a decent enough product collection

our goal is to get to a steady point of

a do in $3 back and at this point we're

going to be at relatively low spend so

you know 100 bucks a day if that and

we're going to be making about 300 bucks

back so we're not setting the world on

fire we're not turning a huge profit but

our goal is laying a foundation for yeah

along with that we validate the niche we

know that there's enough there to

Warrant us investing our time further to

get us the phase three which is scaling

and at this point we've got a good brand

we have ads that are working well we

have like our three or four winning ads

and at this point our goal is to figure

out or solve the problem of how can we

put $1,000 in at a consistent or better

return than we were seeing at the

foundation level so how can we put in

$100,000 and get $300,000 out which in

this model would be about 15 to 25%

profit margin depending on a lot of

different variables but roughly $60,000

profit and then beyond that how are we

able to replicate our results at not

just $100,000 but million dollar in $3

million back or a million in 4 million

back so this is how we break it up

solving each of these problems in

different phases so we're not just

trying to go from right out of the gate

to 300K in sales we're trying to

incrementally work our way up to that

all the while we're finding our winning

ads finding our winning products but

you're also going to be learning a lot

you're going to be learning the skill

set of running Facebook ads and just

paid traffic and advertising in general

which is so valuable in not just this

context of like e-commerce which we're

going to be talking about it in mainly

but in any business cuz what you learn

here can be applied to doesn't matter if

you're software Consulting Services info

products whatever it is local business

these strategies can work there too it

really doesn't change from the

entrylevel e-commerce business to the

eight figure Brands their traffic and

like marketing strategies are not all

that different from what we're going to

be covering here it's just they do a

whole lot more of it and instead of you

know one person doing everything making

all the creative all the ad copy all the

offers they have teams of people so then

they'll have one or many people making

all the creative one or many people

writing all the ad copy but more or less

what they're doing is just exactly what

we're going to be learning here just at

a much different scale so by the end of

this module you're going to have created

your Facebook business manager set up

our Facebook page our ad account our

product catalog we're going to have

connected our Shopify store to Facebook

for tracking via the app we're also

going to set up the Facebook pixel API

not just the normal pixel but we're

going to make sure that we're setting up

service side tracking so that it's as

accurate as possible then we're going to

reorganize our Facebook metrics within

our dashboard and launch our testing

campaign along with Google analytics add

account and our Google shopping

campaigns and Google search and then all

of the email stuff will be covered later

on that's it for this module I hope you

guys are as excited as I am like I said

this is my favorite stuff going to try

to make it fun but this is where you

know the rubber meets the road and we

can really start bringing in some sales

so let's get into

[Music]

it now we're going to learn about

Facebook ads first from a conceptual

standpoint to get our 10,000 ft View and

learn about how they work why they work

the best practices and kind of give us a

framework for understanding what we're

about to be setting up in the next

module so again this is more conceptual

learning everything that sharing the

most important stuff that I can come up

with after spending millions of dollars

on Facebook ads then the next lesson is

going to be like the Tactical like Click

by click so if that's what you're

looking for feel free to skip ahead to

that but highly recommend if you're not

that familiar with Facebook ads to stay

tuned for this part cuz it's going to

give you a really good grounding

understanding of what's to come and

where it fits in so at a super high

level our goal with Facebook ads like on

any advertising platform but in

particular social media platforms is is

to understand the frame of mind that

people are in when they're scrolling

they're scatterbrained they're all over

the place passively consuming content

and the goal is for us to come up with

ads of our products that are scroll

stopping get people to click and come

check out our website once they're on

the website that's up for our Shopify

optimization team which is also us to

get them to convert but our goal is to

get people to stop build trust and call

them to action to get them to click

which sounds very basic but always keep

that in mind that at the end of the day

that's what our real goal is and when I

first started running ads I would come

up with three or four ideas of what I

thought made a good ad and I would put

it in the ad account and just see what

happened and that never really yielded

good results surprise surprise what I do

now is number one I try to emulate the

ads and the marketing that I've seen

other people that are selling similar

products do and what they've had success

with which again back to the example

mirror board that we have for you go

take a look at that see what other

companies are doing that's step number

one and a big thing that a lot of people

skip over and number two is just the

sheer volume of what I'm doing in the ad

account is completely different now no

longer will I launch three or four ads

and hope for the best like I'm launching

30 40 50 ads at bare minimum to get

started the good news is that Facebook

has new ad types where it's able to

automate a whole lot of that process

which we're going to be covering but

just keep in mind that the volume of ads

you're launching is one of the biggest

dial movers that you can play with and

so after we get through that initial

phase of throwing stuff at the wall

going through our testing then our goal

is to narrow it down to three or four

winning quote unquote winning ads they

are able to basically carry the account

for an extended period of time like a

few months and then after that once we

get out of that initial like testing and

Foundation phase our goal is to be able

to just play around with the budgets so

nowadays like running an existing brand

I'm checking the ads like every other

day and bumping the budgets by 15 to 20%

on campaigns that are doing well and

decreasing it on ones that aren't doing

well I won't get into the Weeds now but

just understand that our goal is to get

quickly get past the point of it taking

all of our time and being able to get to

a point where it's our main job is just

monitoring it and making tweaks here and

there that's that's the end goal that we

want to get to with our ad account and

to give a more concrete example what

we're going to be doing probably

wondering like what does an ad actually

look like so to get a basic

understanding of what actually makes up

an ad what is it that we're going to be

building and how does each piece matter

well here's a example ad from the mirror

board from Wicked clo which is another

printon man apparel brand we have the ad

copy and hook slofer at the top then we

have the reason to buy or discount

scarcity then we have the call to action

or the link to buy and in the middle

obviously we have the creative which can

either be a picture a slideshow a

carousel a video all kinds of different

stuff it can be an Instagram story

Facebook story then we have the headline

down at the bottom and then we have the

link description and seeing all those

different variables it can get

overwhelming and think that they all

matter which is why I want to show this

this is a breakdown of it's very

opinionated but in my experience after

again spending millions of dollars on

ads this is what I found to matter the

most when it comes to what moves the

dial for my ads and as you can see the

product you would think like ad creative

ad copy offers all these things when you

hear about them for the first time it

can be easy to think of them as equally

weighted and reason I'm making this pie

chart is to show you that they're very

clearly not and this could even be more

product related and a saying that helps

Hammer this point home is that you can

sell great products with terrible ads

but you can't sell terrible products

with great ads so just think about that

you could have the best marketer in the

world you could have Don Draper for

Madmen advertising in your ad account

but if you have a downright terrible

product yeah you might get some sales

like shortterm but you're never going to

build like a long-term successful

business let alone at account from

something that sucks reason I want to

hammer this home even more is that I see

so many people who launched their brands

for the first time and they spend all of

their time after they launch looking at

the left side of this pie chart split

testing their copy their offer they

targeting their ad creatives which don't

get me wrong obviously makes up a chunk

of the pie but especially when you're

starting out I highly recommend or

advise you to look more to the right

side look at your products cuz I can

tell you from personal experience that

there have been a lot of times that I've

launched a new store and it'll do

terrible and then over time I iterate on

the product catalog or maybe change to a

different Niche launch a different store

and do nothing different on the

marketing side literally the exact same

campaign structure ad copy offers

literally everything held constant on

the marketing side and the new brand or

new store with a different product

catalog will do 10 times better than the

results we ever saw with the first one

now why would that be it's because it's

not really the marketing it's all about

the product so going through each of

these the product is obviously your

product catalog we're talking about in

the context of print on demand for

example it's how good are your designs

how many designs you have how cohesive

are they like do they relate to each

other or they just random those types of

things which we covered a lot in the

product module next is the ad creative

which is your picture your videos your

slideshows are they attention grabbing

are they striking do they stand out in

the newsfeed do they evoke curiosity or

some kind of emotion are they funny then

next we have our ad copy and our offer

which kind of goes hand inand and the ad

copy is just essentially the language

that we're using like how persuasive is

it is it relatable does it use emojis

that grabs people's attention and add

copy like there's experts in this that

dedicate their entire lives to becoming

copywriters so there's a lot of amazing

books out there there that you can read

on that if you want to study more about

it but for the sake of what we're doing

I'm going to give us a bunch of

templates that we can use to get started

and then you can iterate from there next

is our targeting which this used to be a

much bigger piece of the pie like five

years ago when I was running ads I would

have hundreds of different audiences I

would have like entire spreadsheets of

audiences I was testing like different

interests and stuff and how I was like

combining them nowadays luckily for us

Facebook is so much better at optimizing

for who are buyers is that you ask any

Advertiser a lot of them nowadays even

the biggest ones are using just or

especially the biggest ones are just

using open targeting us 18 plus or

worldwide and letting Facebook optimize

for them because their algorithms has

gotten so much better at finding your

buyers and then the last piece is the

optimization this is kind of The X

Factor that's tough to quantify but this

is basically how good do we get at just

giving Facebook or whatever marketing

platform you're on giving them the data

that it needs and then just going hands

off and there's definitely a a science

or an art to this cuz there's times

where it's like very tempting to get in

there and like start tweaking our ad

account but these algorithms and for

Facebook to really work to our advantage

we need to give it time to just run and

optimize and again 5 years ago I was

doing the exact opposite of that I was

doing what was called the surfing method

where I was waking up and checking the

ads immediately bumping and cutting the

budgets based on perform like I was

changing stuff constantly all day every

day now it's once every other day I'm

doing minor changes but basically the

optimization is you have to let the

algorithms learn you have to let them do

their thing and if we're constantly

making edits then they're not really

able to do that the caveat is that if

you're just launching your store you're

just launching your ads for the first

time and you have no no idea like what's

going to work and what's not that's not

the time to just let hopefully let the

10% save your account that 10% is

depending on the rest of this pie being

filled out like if you have really good

products you have good ad creative you

have good copy and offer and the

targeting is just open which we're going

to go through each of these then it's

just letting the algorithm work and

writing out the highs and lows but again

obviously it depends on your own

tolerance which we'll talk about budget

and stuff later on so that's the last

piece now some tools that I'll show you

right off the bat that we have for each

of those areas is first up we have a

pretty in-depth ad strategy sop where

this is rather Advanced but you can get

this by clicking somewhere around this

video but this is the ad stry that I put

together for our e-commerce businesses

and it has really worked well for us and

it literally covers everything from top

to bottom everything from the audiences

you need to make your Gathering your

creative your brand stats then your cold

ads you're warm you're hot then your

existing customers and then some ad copy

examples down here and then here's an ad

copy template that you can use to get

started now obviously we don't want

everybody just cop copy pasting directly

from here but these are really good

starting points and you can see that the

ad copy is relatively simple like five

stars number of your Niche here te's

sold save up to 30% off while supplies

last shop now with our call to action

link and then your Niche t-shirt sale

then in the link description printed and

shipped in the USA we're going to talk

about add copy more but just want to

show you some of these resources then

here's there's different types of

creative that we can make directly in

Facebook that are really easy to use but

here's an overview of how you can make

each of them so there's static image ads

which are just a picture or mockup of

your your product then there's grid ads

that are extremely easy to make made in

canva where you just they have templates

you just drag in different products and

then you export this as a image here's

Carousel ads slideshows and then

retargeting ads which we'll talk about

each of these all right so those are

some of the resources that you have at

your disposal as we go through this mod

mod for your ad copy your creatives I

also recommend referring back to the

mirror board to see what the competition

is doing that's always a great place to

get started and if you go to go to

Google there's a lot of sites that will

just save swipe files of top performing

ads highly recommend just like I said in

the Shopify section to really look at

the competition and emulate what is

already working that's why I'm going to

be showing you what already works for us

so that you have that as a starting

point but make sure to like really learn

from the competition and apply those

findings don't just sit down at your ad

account and commit the cardinal sin of

like I'm just going to plug in some

random stuff and hope for the best and

then when it doesn't work out get mad at

Facebook ads and say that it doesn't

work I've been there and it doesn't get

anything so there you have it that's a

quick and dirty overview of the Facebook

ad section that we have coming up some

resources you can refer back to now

let's get into actually setting up our

ad account

[Music]

all right now let's start setting up our

Facebook ads and in this video we're

going to be focusing on just setting up

all like the organization all the

accounts that we need and getting

everything ready for us to start

actually like building the ads within

the ad account but first we're going to

focus on knocking out all this stuff and

making sure that it's organized and you

don't end up having to retrace your

steps later on so taking a look at the

screen here just want to map out a vis

ual explanation cuz it can be kind of

confusing when you start diving in but

first thing we're going to be setting up

is our business manager and the business

manager you can think of is essentially

the umbrella account that holds all of

our assets and our assets are the ad

account our pixel our pages and our

product cataloges and so the business

manager is responsible for holding the

ad account all these assets and then

we're going to link pixel our

pages and our product catalog to the ad

account so again business manager we're

going to set up in a second is where you

hold all your assets and every Facebook

profile so like your personal name

you're given the ability to make two

business managers by default so Facebook

wants to make it very accessible for

everybody to start running ads and

paying them money so you get two by

default and then next we're going to set

up our ad account and create our pages

so first we're going to set up the

business manager then we're going to do

the ad account then we're going to

create our pages and then we're going to

link to to our Facebook account to

Shopify so that it's able to track

properly with the pixel which the pixel

is basically just when Facebook sends

traffic to your website it's no longer

Facebook site which would be fine if we

didn't care about getting results from

the ads we were driving Facebook wants

to help us get results so it needs to

know like who it's sending is actually

ending up converting so in order to give

Facebook the ability to see who's

converting we put a little piece of code

on our Shopify store that basically just

tells Shopify that yeah it's okay you

can let Facebook know like what's

happening that's putting it in very much

layman's terms but that's effectively

what's happening so it's really

important to set that up if we don't

install that then we're basically Flying

Blind and then the pages these are like

relative they're going to be very very

basic it's essentially just giving us

something to run our ads under but

without further Ado we can get started

by first creating our business manager

so to do that you're just going to go to

business. face.com back/ settings and if

you're if you're not already signed in

it's going to prompt you to do so and

it's going to take you through like a

basic setup process where it's just

going to ask you a couple of questions

and then once you have created that like

you really can't go wrong with the setup

questions I've already created my two so

I can't create another one to show you

but any of the questions that you answer

you can always change your answers later

on so don't get concerned about any of

that then once you're in your business

manager collapse these so we can take a

look just to get familiarized ourselves

with it on the left hand side here you

have your users your accounts which is

your ad accounts your data sources which

this is your pixels cataloges those are

the only two we're really going to use

brand safety this is where we can verify

our domain we don't really need to use

that registrations never use that

Integrations this is where we can

connect our Shopify store and then we

have our business info but by and large

all that we're really going to be using

is users briefly then our ad accounts

our accounts section we're going to be

setting up our ad accounts and our pages

and Instagram but a lot of these other

buttons and stuff in here you can just

forget about I never really use it I

couldn't even tell you what ad

Partnerships is but anyway so the first

step is creating our ad account so to do

that I'm going to go to accounts Add

accounts and then add so if you've never

made an ad account before you shouldn't

see anything written in here so we're

just going to click create a new ad

account and then prompted to enter the

ad account name so I'm going to name it

the name of our brand name doesn't

really matter make sure that you select

your time zone here whatever time zone

you are in you want to set this and this

is one thing that you cannot change

later on and currency you also want this

to be in your home currency so yeah

America Chicago next this ad account

will be used for my

business there you go and I'm doing this

under Meg's name because I've been

personally banned we're going to talk

about that later

but now we're being prompted to add our

payment

info so

next debit or

credit so now we have to enter a credit

card or debit card a couple of things

about this is number one make sure that

you're entering a card that will never

get declined so if it's close to its

limit or something like whatever it is

or if it's a card that's like very

trigger happy when it comes to unknown

charges and it'll decline it the worst

possible thing that you can have happen

to a new account as we're warming it up

is a payment get declined that

immediately hurts our chances of being

able to scale up because Facebook is

very sensitive to that sort of thing so

that's one thing second thing is make

sure that if you've ever been banned by

Facebook before or on any other AD

accounts or anything related to a ban

that's Facebook related do not enter

that card entering that card that was on

a baned account will almost certainly

get this account banned we're going to

do a separate lesson on specifically how

to not get banned by Facebook as crazy

as that sounds it Bears you know talking

about cuz it does happen quite

frequently but yeah so just keep those

two things in mind other than that I'm

going to go ahead and enter credit card

info now okay so I entered my credit

card information and now we have our ad

account here so rather than just jump

into the ad account first I'm going to

go to pages and to create a new page if

you haven't made one already go to add

and then create a new page I'm going to

say that we are a brand or product name

it seasonal

Collections and if your name is taken

it's okay to just name it like whatever

your brand name is and then the word

brand after it or shop or any variation

of that yeah so somebody already has

that seasonal

collection okay so we created our page

now I'm going to click view page and

here we have it very basic all right so

now we created our ad account and we

made our Facebook page last thing that

we have to do before we can start

jumping into stuff we'll talk about like

what to actually put on your page

separately it's not nearly as important

an as you might think next thing we're

going to do is connect our pixel to our

Shopify oh they actually just Chang this

okay so you don't go to you don't find

your pixels under pixel anymore go to

data sets let me do

add going to name it

seasonal collections pixel then I'll

just do today's

date okay then you have to assign people

people basically have to just add

yourself to the pixel as a user so I'm

assigning myself AKA Meg I'm going to

give myself the ability to manage events

in the data set so full

access okay next connected assets assign

assets going to assign seasonal

collections at

account now I'm going to manage the

pixel and connect it to our Shopify

account so the way you used to do this

was by copying the pixel code and then

you would go to your Shopify theme and

edit and paste it in all that kind of

stuff now they let you

just check for partner partner

integration

Shopify nice and simple all right so to

connect to Shopify the instructions it's

going to tell us is that we have to go

to the Shopify App Store and install the

Facebook app so let's go do

that Facebook and Instagram make sure

that it's the official app that's

developed by meta okay then

install I'm going to pin this because

we're going to be using that a

lot

connect next connect account continue as

Megan scroll down to page connect now

this is where we're choosing what data

we want to send it's a weird color for

that and we want to do maximum data view

details default yep yeah the only thing

you have to make sure you do is set that

to maximum

save and then we're going to do that

return window sure terms and conditions

and submit for review all right so while

they're reviewing the store to finish

connecting it can review where we're at

so we've set up the business manager set

up our ad account or created it we

obviously haven't even scratched the

surface of what we're going to be doing

but now we have the business manager to

hold all of our assets we created the

three main ones that we need within that

which is our page at account

and pixel and we're basically activating

our pixel by connecting it to our

Shopify store through the app and you'll

see in here that it gives you the option

to publish products and what that is is

Facebook shop so and I guess it's doing

that automatically it's automatically

setting up our Facebook shop which is a

separate place for customers to be able

to buy from us that's hosted on Facebook

so rather than Facebook when somebody

clicks on one of our ads taking them to

our website that we set up it'll pop up

a Facebook hosted page we don't have to

worry about that right now just

explaining what it is so you don't get

confused and think that it's a lot of

the the explanations they give on here

are not very clarifying but okay so

we're approved so we're active we can

create ads there's obviously not much in

here yet let's go to take a look at our

settings make sure everything looks

good just have to connect

PayPal yeah so all of these settings in

here are related to the Facebook shop

stuff you don't have to worry about any

of that have right now right now our

goal is just getting our ad account set

up to drive traffic to our Shopify store

and the last asset from our beautiful

little drawing that we made is our

product catalog and that's something

we're going to be able to sync once this

part has been finished so we can't do

that right now but that's it for the

initial setup how you've created each of

your assets we're going to split it up

into separate videos or separate lessons

on how to do each one of them so it's

easy to navigate and if you have any

questions as you're going through this

process just join the school Community

or hop on one of the coaching calls

happy to help you

[Music]

out now let's start setting up our

Facebook page and the way we're going to

be doing this is different than how most

people probably think about their pages

and in so far is that we don't care

about filling it out with a bunch of

content that makes it look good and like

our branding and stuff we're just here

to do the bare minimum requirements so

that if somebody gets hit with one of

our ads and they click on our profile

name they think that we're legit

basically like our traffic is not going

to be coming from the content that

actually gets posted organically on that

page at least for now we'll talk about

the organic strategies later but we

mostly just care about people seeing it

as legit enough to buy from us so how do

we do that we do that by navigating to

our pages and clicking on the page and

click view page now here's our extremely

basic page for starters by default

you're on your own Facebook profile so

you just have to switch

to the page in order to see the full

controls welcome your new page take the

tour nope so for starters we want to

start stripping out some of the the

options that we're not going to be using

like all of these things when somebody

comes to our page is not going to be

adding any value it's going to be just

distracting them so scroll down we can

turn off music checkin Sports movies t

TV shows books and likes and reviews

given hit save there we go it's a good

start next we're going to edit and

choose our profile picture and to upload

photo and just choosing the logo that we

made a while ago and I'm doing just the

icon version you don't want to do your

full logo because that would like if it

was the logo and then the name next to

it that looks really weird as a profile

picture okay okay so our profile photos

updated that looks good next let's add a

cover photo they used to give you stock

options choose from okay so I'm just

going to go to go to canva and go

to social media Facebook Facebook cover

Give me bunch of templates here type in

flowers delete that my drive

download download the logo there we go

all

right upload

photo there's our cover

looks slightly blurry I could go back

and increase the size but that's fine

because most people be seeing it on

mobile

anyway next we're going to edit our

details so over here well we can first

add a

bio cool so our chat GPT generated bio

looks great pronouns doesn't matter

matter

hours at our

email support at

seasonal

collections. save at our

website add language turn off reviews on

your page for now because until we have

any kind of traffic we don't want people

seeing that it's just empty link to our

privacy policy page scroll down grab

that from here copy link

address there we go none of this stuff

matters he and then a link that you

definitely want to bookmark is you go to

manage then inbox this is the page where

customers or people who see your ads are

going to be able to message you so they

can either DM you or they can comment on

your ads and those will show up here as

well so your Facebook comments Instagram

comments which we're going to link our

Instagram account later but this is a

really important page to to keep track

of cool and now so that our page doesn't

look completely bare all that we're

going to do is upload a couple of

product pictures

floral

Majesty throw in a

flower is there a line

Emoji

perfect beautiful then down here you

have the option to add a bunch of

different stuff you can also boost

booster post which I Facebook kind of

puts this here to just bait people who

don't know how to run ads never ever

click this button it's just going to

take your money it'll get you to build

like the most basic campaign ever and

you'll get absolutely nothing from it

instead we're going to be essentially

boosting our post but from our ad

account what we can do is tag our

products scroll down

find floral Majesty here we

go there we go done tagging and save

save cool so now it's posted what I

recommend doing is you should have 100

products that you're launching with what

I recommend doing is take 10 to 15

minutes and go to your and schedule out

some posts of just your top or best

looking products you don't know what

your top products are yet but go to

manage and then content create post and

you can either post it from here or you

can schedule it by going to meta

business Suite which this is also where

the inbox is stored we can create a post

it's just a slightly different layout

from the one we were looking at before

add some text and then you can do

scheduling options and then what I

normally do is I'll just schedule one

post a day for the next 30 to 60 days

whatever you feel like doing and then I

know that every day something is getting

posted and when people come to when they

see our ads and they click to the page

to find out more about us they'll see

that we're actually like consistently

posting and they won't just see one post

from you know months and months ago but

obviously this is not like a in-depth

content organic strategy this is just

the bare minimum is our goal so that we

pass the B the BS radar test of people

checking out our ads so that's it for

now now you should have your Facebook

page set up with your profile your cover

photo you should know where to be

monitoring messages from when we changed

our details so that people can see our

website that we have a support address

and we scheduled out some posts so that

it looks like we're active and not just

a fly by night type of operation and I

know this is shocking that this is as

little as we're putting up on our page

but trust me we're building a different

kind of business we're not depending on

slow organic growth over months and

years we're going to be skyrocketing our

growth with paid ad so far better

approach in my opinion we can always

revisit the organ stuff later on so

that's it for this lesson and I'll see

you in the next

[Music]

one to verify that your pixel API

conversions are set up properly we're

going to go through the following quick

steps so after you've already connected

your Shopify slfb app within your

Shopify store to your pixel you're come

back to your events manager which way

you get there is business. face.com

backevents manager or by just going to

your business manager and navigating I

recommend bookmarking all of these cuz

you're going to be using them a lot but

you're going to navigate to the pixel

here and first of all so you should

already see that you've enabled customer

data from Shopify and you've selected

enhanced or maximum which we did next

we're going to go to

settings and scroll down to make sure

the first party cookies are set to on

next we're going to turn on automatic

website matching what this does is

basically gives meta permission to

automatically match up information that

it receives from Shopify with its own

database of customers long story short

helps them with tracking better also

track events automatically without code

that's important we should obviously

have our connected Shopify partner and

down here is the conversion API Gateway

we aren't doing that that's if you're

like setting it up on your own and if

you don't know what a conversion a is

long story short is that you used to be

able to have just a pixel that would

communicate directly from their website

to Facebook then after like apple made

all their iOS updates that improved

consumer privacy hoay it's good for

consumers bad for advertisers because it

made it much more challenging to have

that direct communication now the way

that we have to track is and it's really

not that challenging instead of sending

the information directly what we have

Shopify do is effectively write down the

information that it would report

normally write it down on a piece of

paper and then slide it over to Facebook

and then Facebook picks it up so that's

where the server comes in is that

they're basically circumventing what

like apple put in place that cut off the

ability to just report directly they now

Shopify to take that information send it

to their own servers and then send it to

meta you don't really have to have an

understanding of it I just think it's

mildly interesting lukewarm at best but

okay so we're going to go back to

overview and we're going to go down to

where it says no active Integrations

here first refresh and make sure that

that's current which it is and when you

start receiving events like purchases

and stuff from your pixel it'll show up

here we don't have anything yet but

we're going to do add new integration

conversion API I believe yeah set up

with partner

integration and

Shopify

next finish okay so we can verify that

the connection is set up and working

properly here cuz it says active if

you're not seeing this you'll probably

see something that to the effect of like

send test traffic to make sure that it's

set up you click next and then you can

test events and your events manager I

already did that but basically if you

followed along with everything we've

done so far then it should be set up

properly once we start receiving data

we'll take another look at this to see

like the matching quality make sure

everything's firing properly but for now

as long as you're settings look look

just like this with website matching

automatic matching turned on and you see

Shopify here then everything else you

should be good to go but yeah we'll come

back and revisit this later but for now

that's how to make sure that your

pixel's set up

[Music]

properly so I want to take a few moments

and just give a lay of the land inside

the ad account and explain what we're

looking at and help narrow your focus

onto the 8020 principle most important

things to be looking at inside of your

account so I know it can be slightly

overwhelming to say the least first time

you're running ads looking at all the

buttons and metrics and like toggle

switches and stuff that Facebook has

done an amazing job making it

overwhelming for beginners so I just

want to explain what you're looking at

and more importantly like what I'm

looking at in the day day today and

where to focus and what you can just

completely ignore so starting at the top

we have our different ad accounts drop

down then at the top right we have the

ability to refresh our page can discard

drafts review and publish this is like

our main called to action button and

here is our date drop down where we can

see the date range of different points

like different dates in the past we can

see the metrics and results a cool

feature that not many people use is you

can also compare dates so say you had a

really good week of performance but then

this week was down for whatever reason

you could come into the compareed dates

feature so compare dates update and then

what it does is it gives you this expand

feature where it'll show you the results

you had for that metric in one range

compared to the other and then the the

change and the percent change it's just

a a cool feature once you start running

ads if you ever want to like figure out

you know what's happening you can look

at that next we have campaigns ad sets

and ads this is a really important

concept to understand this is like

everything we're going to be building so

campaigns are you can think of it as

like the tree like the base of the tree

then the adets are like the branches off

of that tree and then the leaves would

be the ads so you have the base of the

tree is the campaign the branches are

the ad sets and then the ads are the

leaves at the end of the tree so your

ads are nested within your ad sets your

ad sets are literally just sets of ads

and then your campaigns is just sets of

AD sets pretty simple now the difference

between each of them aside from ads

being inside adsets adsets being inside

campaigns is that campaigns is where you

select the main objective and our

objectives here are awareness traffic

engagement leads app promotions and

sales narrowing our Focus you can ignore

awareness traffic leads app promotions

all that we're ever going to use are

these two here so you can literally

ignore everything else and 90% of the

time we're going to be using sales so

the only time I've optimized for traffic

was by accident and by optimizing this

is basically just us saying to Facebook

Hey Facebook for this campaign I am

trying to get people to engage with

something and for this campaign I'm

trying to get somebody to buy something

and we're really just trying to get

people to come to our shop and make

purchases so makes sense that this is

where majority of our time would be

spent then if we look at here so for a

conversion campaign within here you can

set the name you can completely avoid

special ad categories this is mostly if

you're running political ads we're not

doing that buying type I always just

leave at the auction I couldn't even

tell you what reservation does so you

can ignore it again it just gives you

the option to switch your objective if

you want to then we have the option to

use a product catalog so a product

catalog is what we synced from our

Shopify store and we'll see at the ad

level more but we're going to turn this

off for now now because I'm just going

to be uploading individual image ads but

if I wanted Facebook to start cycling

through my full catalog like we will set

up one of these cuz it is a good tool

that's what I would turn on there next

AB testing so say we have an idea of

like a new offer we want to run and we

have a good campaign that's performing

well we could launch an AB test which

would compare the results side by side

of whatever you're measuring could be an

offer could be an ad creative could be a

targeting could be location literally

any variable you can test honestly I

don't use this hardly at all because I

run manual tests like I'll I'll

duplicate it out we'll talk about that

later but next is and this is where this

is something to actually understand we

will be using is Advantage campaign

budget so I just ignore the the word

advantage that's just them trying to

that's Facebook selling to you basically

just think of it as campaign budget cuz

what you'll notice is at the adet level

see how the budget is there for the adet

so nor normally you set the budget

that's going to be spent at the adset

level and then you would have like you

know six adsets within that

campaign so the budget for this campaign

would be what do we have seven now so

that would be 140 bucks then if I switch

to Advantage budget optimization no

avo's adset budget optimization this is

CBO if I turn that on see it now it just

combines the bud budget of all of those

ad sets see how the budget is not here

anymore now it says using campaign

budget so now we see the budget there if

I were to flip it back off again and

tell it to go back to adset budget it's

no longer here and the budgets go back

to being here I'll do that one more time

this is an important so if I right now

it's not on so if I turn it on that's me

telling Facebook I want the budget to be

optimized at the campaign level

and whoops now the budgets are gone

here or here side note Facebook does

this weird thing that if you have adsets

that are pending it shows them to you no

matter what campaign you're looking at

normally it should just be showing me

the adset that's within that campaign

for I don't know why they do it this way

I think they want you to be abundantly

aware of what you haven't published yet

but I digress so back to campaign budget

optimization when would you use it what

difference does it make the difference

it makes is we're going to be setting up

ad sets that have different ads and like

different strategies to each of them

we're going to be using mostly open

targeting and some ads sets I might

choose to use a a spring interest for

example or like a flower interest or in

another one I might use a lookalike

audience and if I was using adset budget

optimization I would be saying I want

you to spend exactly $50 for this

audience uh and then I want you to spend

another $50 exactly on on this ad set I

want you to spend another 50 so on so

I'm manually telling it exactly which

adet I want the budget to be going to

whereas if I switch it to CBO I'm

telling Facebook okay here's the five ad

sets you have

$150 budget to spend as you see fit

between each of those ad sets so it's

basically handing the Reigns back to

Facebook and saying you pick you spend

the money how you see fit when this

first came out it used to just be at

it budget optimization when it first

came out it didn't work as well and it

was kind of annoying how how heavily

they were pushing it nowadays it's

pretty much all I use aside from in our

testing campaigns in our testing

campaigns is where I will manually set

the budget at the adset level because I

like want to make sure that I'm testing

each group of ads I want to make sure

that each group of ads is getting enough

budget cuz what it'll do is if it sees

that one with a campaign budget

optimization if it sees that one adset

is performing far better than the rest

it will stop spending on those or at

least decrease it pretty severely and

it'll put all the bend into the One ads

set that's performing the best let's

refresh this I'm not sure what happens

it gets glitchy sometimes if it ever

like completely glitches up on you I've

only had to do use this a few times but

up here in the top right you can click

reset ads manager and that's like a hard

reboot that's like if you were to hold

down the power button on your computer

and reset it okay so we covered what the

difference between CBO and avo is we're

going to be using mostly CBO now to see

what's at the adset level so we have the

ability to change the adset name then we

have the conversion location we're

always going to be using one of these

two either website and Shop or website

which remember when we were setting up

our like linking our Facebook app in

Shopify it creates a Facebook shop for

us automatically which is we have our

Shopify store which is our hosted

separate website like seasonal

collections. well Facebook recently in

the past year or so or two years now

added Facebook shop which is now where

customers or viewers are able to view

your products and check out from your

own basically from your Facebook page

which is better for some people for some

users which is why Facebook gives you

the option here so it'll split your

traffic between traffic that goes to

your website and then some will go to

your shop we'll set up the shop and

optimize it later but we mostly use this

one nowadays cuz it does perform pretty

well I would say like about 20% of our

overall sales comes from Facebook shop

and the reason that's beneficial to us

is that there's some people who like

Facebook users that like staying on the

platform they prefer not getting taken

away to some website but then there's

some people that you know like going to

other websites and Facebook figures out

the difference between them and does it

for you so performance goal maximum

number of conversions then down here

Commerce account that's basically just

your Facebook shop they call it your

Commerce account just to add more fancy

buzzword now attribution settings this

is telling Facebook how far back we

wanted to consider a sale so if somebody

clicks on our ad and then they don't buy

for 3 Days Facebook will still consider

that purchase but if on the third day

they purchase it'll count it but then if

they don't buy they click on the ad they

don't buy and on the eighth day they do

purchase then it won't count it or if

they just see an ad and then up to 24

hours later they purchase then it'll get

counted we can adjust this however we

want like we can they used to have 28

days as an option they don't do that

anymore it's interesting but so we can

adjust it down to one day if we wanted

like really sensitive ads but 7 Days

click one day view is pretty standard

next down here we have budget so like

the schedule we don't really do too much

with this the only time I use this is if

I'm launching ads like the middle of the

day I don't want them to start in the

middle of the day because it'll end up

spend racing through the budget and just

blowing a bunch of money so the only

time I really use that is if I want to

specifically tell it to launch the ads

the next morning so I would just go like

here and I I would say today's the 6th

launch it on Saturday at 1: in the

morning so I would do something like

that then location targeting we are

mostly just going to be doing open

targeting but you can change the age

range so you can set a minimum age but

then down here we're able to switch to

original audiences they love this they

love calling stuff Advantage Plus

basically Advantage anything just means

they're going to optimize it for you I'm

just explaining what this stuff is so

you know what it means and that you do

have control over it but we mostly just

use Advantage Plus nowadays but in the

original audiences in here you can

choose the age range so for a while I

was doing like 35 to 65 plus CU that was

my target market and I was Hing in the

the demographics and stuff and doing

things like engaged

Shoppers which this is behaviors anybody

who has people have clicked on a call to

action button shop now in the past week

that's a pretty powerful audience to be

able to Target or at least it used to be

nowadays it's open targeting is better

but we could type in like for spring I

could type in flower interest I can see

the size of the audience so people

there's 867 million people have the

interest of flowers or you could Target

People based on their job title their

employers you can also get a bunch of

suggestions or you can browse they used

to have a ton of like really detailed

targeting used to be able to Target an

audience at one person that's where you

would get the ads where it's like your

first and last name on a t-shirt super

creepy Facebook figured that out and

stopped you from being able to do that

but again we're just going to be using

Advantage Advantage Plus for audience

and then same thing for the placements

I'll show you what you you can do but

you can tell it specifically if you want

your ad to show up in like stories or

reals or search results and feeds and

then you can break it down to like what

specific feed you want which it's it's a

lot a lot of different things you can

choose which luckily the Facebook odds

have made it easy for us and just given

us Advantage Plus which honestly all

jokes aside does work extremely well so

that's at the adset level so campaign is

choosing our overall objective and goal

of everything else Downstream adset is

where you choose your audience your

budget and placements which most of that

is just pred decided at this point we do

auto everything then at the ad level is

where you choose the page you want to be

running the ad from so you could

technically have multiple pages that

you're running running your ads from

which some companies will do that

they'll have like influencers who

they'll run ads for their brand under

the influencer's name like gronowski did

this for a while with like the snow

teeth whitening ads would be run under

gronsky's name like his name would be

for the Facebook page but then it was

driving traffic to snow teeth whitenings

Shopify store pretty interesting then

there's create ad or use existing post

so create ad is what we're going to be

using in the ad Library use existing

post is what we're going to be doing to

basically we just grab the post ID of

the ad and paste it there and it makes

sure that we're using the same exact ad

across all campaigns the reason that

matters is it helps us to build up

engagement because building up likes

comments and shares is a way to like

help us go viral and then lastly down

here we have website we have tracking we

only use website events you can use URL

parameters but you don't really need

that until later on all right last

section that I want to cover well we

have s which we touched on in a separate

lesson then a really cool area is this

breakdown section over here not many

people use this but this is a really

powerful way to get a lot of analytics

and feedback about your account so one

of my favorite things to do is with my

catalog ads I use this product ID drop

down this is just one example you can

look at these on your own time but the

product ID it'll show you that campaign

it'll show you which specific it's like

for a catalog ad where it's cycling

through all of your products from your

Shopify storees cycling through them on

Facebook it'll Facebook if you click

this it'll show you which specific

products it's been delivering and which

ones are getting the best results so if

you have say a massive collection of

like a thousand products it'd be humanly

impossible to manually launch all of

those so you can launch a catalog

campaign Facebook will automatically

cycle through all them for you and then

you can easily see all right which ones

which products is Facebook finding that

are performing the best and then pull

those out and put it into a page post

campaign like a static image like normal

ad and then you built then you grab the

page post ID put it in a bunch of

campaigns so it has a lot of traffic

going to a product that you know is a

winner that you found like needle and

the Hast stack style and then you start

building up engagement on that post and

that's how you get a viral product but

you can also break it down by like day

so like if I'm looking at a date range

of like a month and I want to see like

how our stats were trending on a

specific like day by day I just click

that so yeah there's a lot of metrics

and stuff that you can break down over

here reports I hardly ever use that I

never use the export button rules you

can set up automations to like cut or

kill your ads or bump budgets we're not

really going to do much with that either

tagging really not going to use any of

these buttons up here the most that

we're going to be using is this button

here to launch new campaigns publish and

that sort of thing then over on the

lefthand side here we have our audiences

tab where we can set up our R targeting

audiences then we also have our billing

and payments where we can see how much

we owe like our past invo voices swap

out our credit cards stuff like that

then our account overview is where you

can see like if there's any violations

or anything on your ad account or your

page you can check that out but yeah so

overall I hope this helped give you an a

general overview of the ad account and

have a better understanding of what

matters the most in here and what you

can ignore and that'll serve you well as

you start setting up your campaigns

[Music]

[Music]

inside our ad account we want to set up

the columns that we see inside our

dashboard to show us the most important

metrics specifically the metrics that

we're going to be looking at for

optimizing our e-commerce ads and

Facebook gives us some default columns

performance and clicks changes the

metrics that you see across the top here

but the metrics that we really want to

be looking at are these here so custom

columns you're just going to go down to

customize columns and then you can click

and drag and move them around and here's

the full list of all the the metrics

that we have to choose from and you can

just copy them the ones that I have here

the fastest way to do this is to just

clear out everything rather than going

down the list and seeing like what to

keep what just remove everything and

keep these so campaign delivery amount

spent budget purchases then uncheck all

of these so mobile app website purchases

offline meta purchases then purchase row

as uncheck uh these two link clicks this

is the number of people who click the

links in our ads which sounds obvious

like why are you repeating this Chris

it's because they have another metric

that's just called clicks all and I see

this get mixed up all the times

understandably so clicks is the number

of people who just click on your ad or

engage with it anywhere which is okay

information but it's not what we really

want to be tracked we really want to be

tracking people who click to go to our

website so choose link clicks and then

cost per link click again there's a cost

per click which

is just CPC all we don't really care

about that number we want to see the

cost per link click then we have CTR

again make sure it's the link

click-through rate then you have your

cpms which is your cost per thousand

Impressions which is just if your ad is

seen a th times what did you get charged

for that next is the number of adds to

cart this can only be tracked if the

pixel is set up properly and our

conversions are being reported then you

uncheck each of these then unique adds

the cart this is to make sure that uh

we're not just getting a bunch of like

repeat adding to cart over again which

does happen we want to be tracking like

individual people adding the card

uncheck each of these and then checkouts

initiated uncheck each of those and then

engagement rate ranking we don't really

look at that a lot but it's it's good to

sometimes see like uh if you have post

that's like getting engaged with a lot

but we normally check that just by um

looking at the ad itself and the last

one that I actually didn't have on here

is frequency and frequency is the number

of times that each individual person has

seen your ad on average and this is an

important metric for us to track to make

sure that we're not hitting like too

small of an audience or our audience is

getting burned out and you hit apply and

then

save name it whatever you want Ecom

columns sometimes this glitches and yeah

it's not letting me save it right now

but that's pretty neat another way

around it is if you just save your

columns or your setup exactly how you

have it uh it it adjusts the URL to save

those columns so even though it's not

saving it for me for whatever reason

just by me navigating back to that

bookmark that I just created will

effectively do the same thing so that's

how to set up your columns in your ad

account uh so you're looking at the

right metrics and they're also ordered

in order of importance so campaign name

is obvious amount spend budget those are

all obvious but then it goes in order of

like the things that we the most so

purchases how many people we got our row

as what's our return on ad spend so for

every dollar we spent how many dollars

do we make back we want that to be at

least a two two to 2.5 minimum uh number

of people who clicked on our ads the

cost per each click the percentage of

people who click through on our ads the

cost per thousand Impressions number of

people added to cart or number of ads to

cart number of people who added to cart

number of checkouts initiated and then

the frequency um of our ads that our ads

have been shown to the average person

and then the engagement rate ranking

only shows up at the ad level because

it's reported on each individual ad and

not on campaigns overall so there's a

quick rundown on the metrics you want to

be tracking in your ad account

[Music]

[Music]

now we're going to be warming up our ad

account before we start building out the

rest of our campaigns we want to make

sure that we take a little bit of time

to do this to give ourselves the best

chance of not getting banned by Facebook

I've been banned way too many times to

count for doing literally nothing

Facebook is just Trigger Happy in

protecting its users that's their top

priority and the way that they do that

is by making sure that they keep a

really close watch on the advertisers on

the platform so much so that good

advertisers who are doing nothing end up

getting banned a lot of the times and

they support if you get banned is very

challenging to work with so we want to

do everything we can to not have that

happen out of the gate especially

because we're running a legitimate

business they're trying to weed out

people that are like Drop Shipping

products with 6 we to never shipping

times or just selling like scam offers

or pushing like political ads or drugs

like uh that kind of stuff those are the

people that really trying to watch out

for because believe it or not there are

a lot of them out there but it ends up

impacting advertisers like us so all

that to say we're going to warm up our

ad account what that means is basically

dipping our feet into the waters before

jumping in head first cuz Facebook has

found that a sign or a attribute of

advertisers who are going to do some BS

are the ones who get a new ad account

and then immediately launch a ton of

conversion ads and quickly scale up they

just like burn fast and burn out that's

what the scammers do so we're trying to

show Facebook that we're not like that

the way we do that is by launching a PPE

Campaign which is like the most

innocuous type of campaign it's like

very lowrisk show Facebook like hands up

we're not doing anything and that's what

we're going to set up right now and then

we're once we set it up we're going to

wait until we actually get build like a

a charge a small charge hits our card so

that Facebook sees that like our account

is actually legit it's able to charge us

and we warm it up from there so to do

that we're going to hit create and then

go down to engagement we'll talk more

about these different campaign types

shortly but we're just going to do I

never like doing the recommended

settings they always like slip stuff in

on you so just going to write

PP warmup for the campaign name this

campaign does not matter at all don't

worry about what the ad is how it looks

any of that this is literally just for

for getting our account to the point

where we're able to launch our actual

ads this is not a real ad this is not

like the start of your marketing journey

to not worry about it like literally

grab any picture it doesn't matter so we

have the campaign level here then we

have the adset level and then the ad

level which that's campaigns adsets ads

so we go to the adset level just name it

PP warmup

adset conversion location at

post engagement optimizing is basically

just telling Facebook what we're trying

to get out of this are we trying to get

people to view our videos we're trying

to get them to engage with our post

which is like comment sharing are we

trying to get them to respond to an

event which that will never apply to us

or we trying to get them to set

reminders we're not doing that either

and within so we said we're trying to

get people to engage with our post then

within that are we trying to get the

maximum number of engagements on the

post are we trying to maximize the daily

reach which is the number of people that

we're reaching uh or the number of

Impressions which is the number of times

that our ad is viewed uh we're going to

set our daily budget to five bucks

location just keep it at the United

States and all the stuff is good okay so

first select your Facebook page and if

you haven't linked an Instagram account

yet like I haven't I always

procrastinate on that it's fine you can

still run ads on Instagram it'll just

show up as your page which is totally

fine and here we're going to do create

ad

and add media adding an image so upload

choose again literally any image click

Next original for all of these it

doesn't matter for this one cuz we're

just trying to get something approved

but talk about that stuff later um so

call to action button we don't even need

to add that and then the text we put

here is it literally does not matter at

all but spring

inspired t-shirt

collection now

available wow this is kind of cool no I

like the old version I like that not

really it would never get conversions

but I like that they added the feature

your head's in the right place

Zuckerberg cool now add a destination

website events turn that on so that

that's saying that we want our pixel to

track which again this ad doesn't matter

but we are just going through the motion

so we know how to set it up the right

way all right so there we have it the

most basic ad you will ever Lay Your

Eyes on we're not even doing a call to

action button or anything

cuz this the goal of this is not to get

sales so hit publish let's see if it

gives us any error messages is anything

we have to

fix no okay awesome if it does give you

an error message it'll pop up here just

view

details um and it'll tell you what's

wrong but now what happens is the

delivery updates the processing which

just means that the ad is being

uploaded it'll stay like this for a

little bit in the meantime you

can keep mashing the refresh button

until it's finished sometimes refreshing

the entire page is

necessary

but uh it'll go from processing to in

review and while it's in review you

really don't want to do too much else in

the ad account I've gotten banned before

by uploading an ad uh and then while I

have that ad in review I upload a bunch

more and then if I just am stacking ads

that are in review that's for whatever

reason triggered getting banned for like

circumventing policies for whatever that

means so just wait until it goes from

processing to in review to approved then

once it's in approved then you can start

uploading more stuff what I normally do

is when stuff is in review I'll build

the rest of the ads but I'll just save

I'll keep them in draft and then I'll

hit publish afterwards but our goal now

since we've got this in processing it's

going to go to review then approved we

want to wait for it to start spending so

that means that it's like fully approved

fully your fully green light and then

we're going to let ourselves get build

by Facebook let it spend like normally

when you on a brand new account your

billing threshold is like $25 and then

Facebook will incrementally step you up

like it'll go from 25 you get build

every 25 bucks then you get build every

50 then every 100 then 200 250 then 500

and eventually it'll cap out at 900 and

once you're at $900 billing threshold

then you know that you're like fully

golden quote unquote you're never

completely in the clear when it comes to

Facebook but that's the best best

position you can be in so it's

definitely worth taking a little bit of

time to warm up the account to avoid the

hassle of getting banned later on down

the road so hopefully that helps uh some

of you get avoid bans and if you have

any questions uh uh feel free to let me

know and I'll see you in the next

[Music]

lesson in this lesson we're going to be

covering how we want to structure the

campaigns within our ad account so we

get the most bang for our buck what I

used to do when I was launching ads is I

would just make a ton of campaigns all

driving cold traffic to my website and

pretty much hope for the best now after

doing this for a couple years I've

learned that there's much easier and

simpler way that requires a lot less

maintenance and that is setting up a few

very specific campaigns rather than just

a bunch of random ones sounds obvious

but took a little while to figure that

out but the way that we're going to be

setting up our campaigns is structuring

them from cold to hot to existing

customer traffic so cold traffic being

the people that have never heard of our

brand before they're seeing us for the

very first time warm traffic being the

group of people that have seen our ads

maybe engaged with it like left a

comment or liked or visited our Facebook

page but haven't actually gone to our

website and then our hot traffic

campaigns is going to be for the people

that actually got to our website so view

content or added to cart or initiate a

checkout but for whatever reason didn't

purchase and we're going to get back in

front of those people and show them new

ads and then for our existing customers

the people who get all the way through

to purchase we're going to retarget them

giving them new offers showing them

other collections basically just

continue building the relationship with

them similar to how we would with our

email flows after somebody's signed up

or purchased from us so that's that's

the point on the like the cold warm hot

existing customer like the temperature

of the traffic then the other piece is

the testing structure so we're going to

have two different testing campaigns

we're going to have one that's a PPE so

that's page post engagement and then two

the second one is going to be conversion

and the goal of those testing campaigns

is going to be essentially just saving

our ad spend as much as possible for our

winning ads so a way that I've in the

past have blown a ton of money is by

just throwing every ad into conversion

campaigns and giving them all like way

too much budget way more than they

deserve because they were unproven ads

so an easy example to think of this is

like in baseball you have the bullpen

and then you have like the pitchers

who's out on the mound and the Pitcher

who's out on the mound is in this case

it's our winning ads the ads that uh are

in our main campaigns are cold warm and

hot and then over time it like they'll

perform well for a number of innings

hopefully the entire game but in a lot

of times in the sixth seventh eighth

inning they'll start to get exhausted or

in our case like maybe the audience has

seen it too much or our frequency is

starting to climb and we need to swap in

something new if we don't have a testing

campaign then we're like all right just

every pitcher get out there on the mound

let's see what happens which obviously

doesn't work so we're going to be

building our own bull pen basically a

way for us at a very low cost test a ton

of ads so that whenever our winners our

our star players start to get worn out

out on the mound we have a bunch of a

lineup of other pctures that we can tap

to go in and immediately pick up

performance exactly where it was left

off that's the idea anyway that's what

we're going to be trying to execute

towards and now we're going to set up

those campaigns and then in later

lessons we're actually going to start to

build out what those ads and the ad sets

within those look like all right so

first campaign we're going to set up is

engagement yep engagement so there's

awareness traffic engagement leads app

promotion and sales sales is the one

we're almost always going to be running

except for this one so engagement manual

engagement campaign I'm going to rename

it testing PP there we go I'm just going

to leave it at as that for now next we

have conversions manual setup zero undor

testing conversions and the reason I'm

putting a zero in front of it is that

when I sort by campaign name those will

show up at the top and then cold is

going to be 1 underscore cold 2core warm

you get get the point uh the one that I

did not mention is our ad

library and the ad Library explain it as

I'm setting it up is where we're going

to upload each of our ads for the first

time it's a campaign that we're never

going to run but we just upload it to

the ad library to easily like organize

all of our ads in one place rather than

having to fish through like tons of

campaigns and AD sets we know that we

can always find them here ad library

next we have

our cold

campaign I'm going to put us we're going

to start off targeting just us traffic

and then once we've optimized that like

we're getting good results then we'll

expand out to worldwide audiences next

we have

warm so we have our testing PP testing

conversions our ad Library are cold us

and warm hot and existing warm hot and

existing aren't going to get used a

whole lot within the scope of this

because we're not going to have enough

traffic to really populate these

audiences we'll talk about how to set

them up as a side note if you have any

amount of organic traffic coming to your

website right now like a couple thousand

sessions a month even highly recommend

setting up your hot retargeting

campaigns as your first order business

because that's like the lowest hanging

fruit possible so again the the idea

here is we're going to we upload our ads

to the ad Library just for organization

and this campaign is always just going

to be off we then put them in the

testing campaign PPE low budget see

which ads are getting the most likes

comments shares and we're doing that

under this engagement or that

optimization because uh we're able to

get a bunch of those really cheap and

then if a post is getting a lot of

Engagement more than likely going to

perform far better in conversion

campaigns because our leading signs of

success with an ad is the amount of

Engagement that it's getting because of

reasons we've talked about like when an

ad gets a lot of Engagement it's then

rewarded with lower cpms people start

tagging their friends which that's free

reach and it just compounds very quickly

contrasting that with an ad that gets no

engagement nobody's liking commenting

and sharing don't even waste your time

putting it into a conversion ad don't

don't waste your time or more

importantly don't waste your money

putting it into a conversion campaign

cuz it's more than likely not going to

go well and yeah you can you can end up

saving yourself a lot of money and AD

spent what I used to do is anytime I

would come up with new ads I would come

up here create a new campaign throw all

the new ads in the campaign test out a

bunch of different audiences and set it

to a similar budget to everything else

that was going in the ad account which

ended up just blowing a ton of money now

doing it this way we we are allocating

about 5 to 10% of our budget for testing

like 70% for cold and then the remainder

for our retargeting audiences uh and our

Target like row as or metrics for each

of these uh is cold we want it to be

around a 2 to a 2.5 and then warm hot

and and existing we want that to be a

three four or five row as and that

really helps bring up our account

performance overall even though it's a

much lower percentage of spend it's such

a high row as typically that you know it

brings up the account in a meaningful

way and each of these ads are going to

look different than the previous section

so like the cold traffic ads people have

never seen us before we're going to talk

to them differently we're going to

address the fact that they've never

heard of us before so we might show them

offers that uh we only show to new

customers like uh new customer discount

deals new customer BOGO stuff like that

whereas people that have seen us before

or even abandoned cart we know that they

already Know About Us they've already

seen like our initial new customer

offers they've expressed interest in the

product just for whatever reason they

abandon cart and decide not to buy which

doesn't matter what your product is the

customer reasons for not buying normally

come down to pretty much the same

categories and that is either the price

sensitivity that trust like not enough

social proof three speed so they weren't

sure like how fast they would get the

product they just weren't convinced of

like the product overall and ways we can

like counteract that is by getting back

in front of them with like hey here's a

free shipping offer if you check out in

the next 24 hours here's an additional

coupon here's more social proof from

customers that sort of thing and back to

the brick and mortar example or metaphor

it's like thinking of it I know it can

get confusing as we like get into ad

accounts and like there's lots of

buttons to be clicking but always just

bring it back to picture your a physical

store what would you say to somebody

who's never heard of your business

before okay that's one group then what

would you say to somebody who who came

into your store and then picked up some

products played with it expressed some

interest but then for whatever reason

left what would you run out the store

and tell that person to get them to come

back in and buy it that's the kind of

concept and then existing so people that

have already bought from you what would

you say to them to get them to come back

into the store so that's how we

structure our Facebook ad account to

keep things nice and organized and

targeted to specific groups of customers

and also establishing our Bullpen of ads

that we're testing so that whenever one

of our uh main campaigns performance

starts to waver a little bit we always

have new ads that are tested and proven

at a low budget that we're able to have

step up and get into the

[Music]

game in this lesson we're going to be

creating our very first ads and

uploading them to the ad Library so like

we talked about in previous lessons

we're not just going to be creating ads

and throwing them right into campaigns

to keep things nice and organized we're

going to upload them into our ad library

and then we're going to grab the page

post and copy the page post into our

testing campaigns first so in this video

we're going to be creating a couple of

different ads starting with the most

basic static image ad then we'll do a

slideshow and a carousel ad as well then

then later on we're going to be setting

up our uh catalog ads and dynamic

product ads but for now let's jump into

our ad account and so I still have our

uh the campaigns set up from yesterday

let's go ahead and publish that it might

throw an error because there's nothing

in

it oh

right so I don't need all these

duplicates yet

actually to be extremely

safe I'm just going to

do this for now okay so starting in our

ad Library going to

go here and we have to switch the

conversion goal for ad Library even

though we're not um we're not ever

actually going to run

it there we

go so name

this add

Library all right now name it add number

one click edit

partnership ad you never have to touch

that scroll down so look you can see

that it defaulted to Carousel ad and it

automatically is pulling in some

products from our site which is pretty

cool but for this ad I'm just going to

do very

basic

uh uh static image static image just

means it's a unmoving image like it

doesn't swap out or change it at any

point oh so it was doing that because we

have the catalog turned on for the ad

Library which we do not want so you see

how when I had the catalog turned on it

was

automatically

uh it was automatically filling

in filling in our products okay so just

changing this

back good all right add

one so I select the Facebook

page uh click create ad manual

upload single

image multi- Advertiser ads we can just

leave that on I'm going to upload

media so I have my example ads here uh

it's all the same design right now cuz

that's the only one that we've put on

the mockups just for the sake of this

demo um we Meg is working on making the

rest of the mockups for all the other

products but for now we're just going to

use the same so just keep in mind that

you should be doing this with different

products not not the exact same one

so what we have here is Facebook is

trying to give us options for ways that

we can optimize the post which is okay

it seems like a

good good idea we can leave most of

these on but I'll show you what that

could potentially mess up we'll see if

it does or not it's it just sometimes

makes the page

post uh ID something we're not able

to uh like copy and share across

multiple campaigns which as remember

from previous lessons I talked about how

important it is to be able to use the

exact same ad across all your campaigns

so we build up that

engagement all right so for our ad copy

you can use one of the templates uh in

the uh like template ad

copies from the Google

Doc but I'm just going to do

um new

spring collection

launch and then a

flower thank you Facebook

flower save up to 30

5% shop

now then an

arrow I'll do this

Arrow I don't know why it's not doing

the arrow for some

reason and then

seasonal collections . Co back SL

collections back

SL uh spring which

actually let's make sure that

we let's make sure that we actually have

that

collection I don't think we do so we're

going to go to collections no I didn't

make that yet so create spring

here we go automated product tag product

type is equal to

t-shirt

save there we go okay now see how the

URL here is pretty long and it gets cut

off uh we're going to shorten that

by oh I don't want it to have the flower

in

the

save all right so this is the URL for

that collection that we just

made just going to view it now we're

going to make a shortened version of

that URL

by going to online store navigation view

URL

redirects create redirect

from

um backspring redirects

to

collections there we go so now if we go

to seasonal collections. cspring

it takes us to that collection page even

though that was uh a much longer even

though it wasn't the correct URL it now

will automatically redirect people which

means that now we can use that in our ad

which hopefully that's short enough to

make it show up yep

perfect so it's really important that we

didn't we didn't want that to be see how

with the word collections in there it

gets cut off then people have to click

the C more button

we really don't want that to happen so

we shortened it now it can just be

spring and it shows up just

fine all

right

then spring t-shirt

sale and a

shirt nice okay decided to do it that

time link description

uh we have there's templates on there

but on the in the Google Doc but what we

really just want to be doing is uh or

the the main goal of the link

description is showing something or

saying something that's going to build

trust or lay like one of the main pain

points we've been talking so much about

so um like either customer reviews would

be great a product feature money back

guarantee stuff like that one that I've

been liking using is using the the Apple

line made with now it doesn't want to

show up if you're on Mac normally if you

hit control command space it pops up the

Emoji option but it's just not doing

that right

now yeah no idea why it's doing

that where's the us there we

go so command X made with love

in which we we're going to expand into

International eventually so I'm not

going to say made in cuz our

International orders will be made at

different

printers I'm going to say designed with

love in there we go for some reason now

this switched

there we

go okay this normally shows up here but

it's not right now it's fine it'll show

up in some

placements

then our website

URL seasonal collections. ccol ctions

back

slpr and down here I use the correct URL

because sometimes Facebook checks that

and they don't really like URL

redirects so just in a abundance of

caution I use the exact URL including

the https and everything then display

link that's what's going to show up here

I like doing just rewriting it

okay it shrunk it down automatically for

me then tracking we have our pixel

turned on that's

good then info labels this is another

thing that um it could mess up we'll see

manually add a

code interesting this is new

new

50 or is it highlighting

it I don't know

okay so yeah there there's the The Bare

Bones Advanced

preview so this is a cool view where it

shows you what your ad's going to look

like on all these different placements

you

know or not or they'll just all disa

appear

okay your ad won't deliver to 20

placements love to find out why that is

ADD promo codes to be highlighted

oh turn that

off okay that's

why all right so yeah again here's where

it's showing you what your ad's going to

look like in all these different

placements which is pretty cool you

don't really have to look at this that

much it's just interesting to see

um but looking at our actual ad Meg did

a great job with this mockup because one

it pops I like our logo cuz that pops as

well

and uh a subtle thing that she did

extremely well which I noticed this and

thought it was by accident and then I

told told her about it and she's like I

told her about it like I found it and

then she's like yeah that on purpose but

it's this red flower down here like out

of this whole thing two things pop out a

the design number

one it just does whenever I do these

hand motions it likes doing

that uh the design number one which is

what we want and then this flower down

here cuz it's red and what's the flower

right next to the shop now button which

is the call to action so your eye goes

here then it goes there and then your

your eye is right next to the shop now

button so I have a feeling we're going

to have really good clickthrough rates

this mockup looks great be sure to

rewatch her tutorial on how she set it

up so yours looks list good but there's

our very our basic ad

um and again this ad copy is something

that we've tested and

proven uh like I've split tested it a

lot so you

can now not everybody should copy it cuz

then we're going to all be looking like

duplicates of each other but you get the

point so now what we're going to do is

here I'll just label this

as slideshow

ad and I should explain what I did but

so I'm not publishing it yet because I'm

about to make another ad and the way to

do that so you can either click that and

hit duplicate or you can do quick

duplicate or you can hit duplicate here

and choosing original campaign yes and

I'm only making actually let's do two

additional so we're going to make two

two more so the second one is going to

be our

slideshow

and this third one is going to be our

Carousel so since we just duplicated it

it left everything exactly the same

which is makes it really easy and but

now we're going to make a slideshow

video where it's going to cycle through

each of our products so I'm going to

click turn into

video and

then add one oh I have to upload the

other ones

and just to reiterate again I'm just

doing this with the same exact design

because it's all that we have finished

right now just for the sake of this

tutorial for yours you should be using

up to 10 of your like favorite or best

looking products don't just use the

exact same

design so they give you a swipe option

which this is a different I've never

actually tried that that'd be

interesting

frame and image I haven't tried any of

these

actually new open hours they still have

some uh like features in Facebook that

are back from Co like show off that like

you're sanitized and stuff like that but

anyway so we're going to choose the

slideshow scene transitions so right now

it just swaps it just jumps from one to

the next which looks cool because it's

the exact same mockup and and then it's

just the T-shirt changing and the design

is staying the same in this case in

yours it looks really cool uh when you

have multiple designs finished because

it will transition between them but

we're going to do the fade

effect which in my opinion looks even

cooler and we're just going to do 1

second per scene and I've tested this it

seems really fast like just doing a

second per

scene but 1 second forms better than 2

seconds even though I was getting people

commenting on our ads saying this is

going too way too

quick something about it that made that

convert better so always just go with

one second is what I've found obviously

run your own test if you want to

but one second performs better my theory

on it is that maybe it's like makes

people go back and watch it a second

time something like that but I don't

know for whatever reason it it performs

well and it also gets people commenting

and when they comment Facebook loves

that all right so now it's uh turning

our images into slideshow video takes uh

anywhere from 30 seconds to 2 minutes

according to Facebook sometimes it takes

longer and sometimes it fails entirely

if that happens just refresh your

browser publish what you already have

and then come back and make it again but

all right while that's happening

why is it doing this it shouldn't be

taking up both ads switching to a

different

ad oh you can just ignore all these

popups and stuff that Facebook is

constantly throwing at

you prime example of it

taking taking longer than 30 seconds to

two

minutes another alternative if this

doesn't work for you for some reason is

we can easily make this kind of video in

canva I just like showing it in Facebook

cuz it's makes it super easy when it

works and it's attainable by anybody

it's one of something that kind of

shocks a lot of people is they ask like

what we do for our because we've run so

many ads like what do you do for your ad

creative and I'm like honestly since

we're such a low ticket product and our

products are designed to be catching and

uh like scroll stopping just like the

nature of design creation for t-shirts

is like that a really good product also

makes a really good ad creative and on

top of that Facebook gives us all these

different types of like ad Styles like

slideshows carousels uh the swipe thing

like some that I haven't even tried

before uh that you can do right in here

so you're able to take like 10 pictures

of just just different products and turn

it into like I don't know 75 to

100 different uh like ad creatives like

if you think of all the different

combinations the ones we end up using

the most are slideshow Carousel static

image and dynamic product catalog all

right I'm installing as long as I can

and it's still not I'm going to give it

a refresh let's see if that messes it

up uh yep it did all right so let's try

this one more

time so instead of just doing turn into

a video I'm just going to do remove

going to do add

video okay that doesn't work

there we go so it found the video from

before just going to do

original

done there we go all right so now we can

see the

ad see how cool that is and how much it

pops out such a basic ad but it looks

great like the combination of the logo

brings a nice little pop of color of

flower and the Emoji the Emojis down

here then the red flower then obviously

the design looks great like I know I

made it but I would click on this ad and

it was so simple to make like you

saw like I I know it feels more

complicated if you're new to using the

ads manager but trust me like once you

get the hang of just where to click and

that sort of thing it becomes pretty

easy all right last ad that we're going

to be making in our ad library right now

is our

Carousel Carousel and the reason we're

doing this is just to give again more

variety so we're going to

use try the L this

time and then I'm going to add card you

can add cards from previous ads to make

it even easier if you've made slideshow

ads

before just going to add a

bunch here we go so I made all the cards

and now you can change the headlines of

each these I'm just going to use the

same headline for each cuz uh but you

can also like make it a different value

prop for each one like you could say on

one

headline 30-day money back guarantee on

a second headline like the number of

shirts you've sold like number of

customer reviews that sort of

thing but there you go so we just added

cards for each now this is what it'll

look like on in Instagram you people

will be able to swap through or just

click through your

products like that a little bit more

interactive it's

cool some people like that more than

just the plain image ads and um they'll

like it more than the slideshow

video and it's also just so that when

people are getting hit with your ads

they don't feel like they're just seeing

the same thing over and over again like

if you think of a really good brand a

really good who has really good

marketing they have a really

diverse uh ad catalog like it's not

you're not just seeing the same thing

repeatedly okay so all these look

good now we're going to hit publish

let's see if it gives us any

errors so it's going to go into

processing

and what I want to see what I was

talking about before is um

if the ad ID is going to

be good or not because we left on those

enhancements and the way that the ad ID

works is that if you have an ad that is

static meaning it doesn't change um like

you haven't selected any of the dynamic

elements like the info labels or the

different enhancements that it's able to

do then

one one error not

bad missing AIT okay that's

fine

um anyway if you put like a lot of the

enhancements or like it's a dynamic ad

then there won't be a page post ID that

we're able to grab because it's changing

for like every placement literally for

every user could possibly be seeing a

different ad so they don't let you build

up engagement on those because it would

be kind of like a

false uh like false social proof all

right so this first one is in review so

let's go to preview share Facebook post

with

comments and yeah I think this one's

good so here's our ad this is what it

looks like on just desktop on mobile it

looks a lot better cuz it's condensed

but up here in the URL

is this here is the post ID so

everything from PF

ID all the way to this Amper sand at the

end that's and ID equals that's

something different we just want to copy

that this entire piece so I highlight it

select uh command C and now just to show

you how this works if I were to

duplicate

and then say use an existing

post so see how it's empty right now if

I just enter post ID and enter that it's

going to find that ad see that it's

pretty cool so now I can I just did this

right next to it in the ad Library

campaign I wouldn't actually do that but

now we have our ads three ads nice and

organized in our ad library and what

going to do is I paste the post ID and

review and publish

it and it updates it to what the actual

ID

was so I'm not sure why they don't just

give you that number they used to do

that but now this ID we can

post uh anywhere like in any AD campaign

and

it'll yeah found it I'm just going to

discard

this there we go so now we have our ads

set up in our ad Library if you're doing

this following along you should build at

least 20 to 30 ads just using the same

exact ad copy same everything mostly

static image ads and one just to get

some repetitions under your belt to get

experience with it but also so we have

more ammunition for when we go to put

them into our testing campaigns which

that's what we're going to do next

thanks for watching and I'll see you

[Music]

soon in this lesson we're going to be

seeing how we can quickly add a bunch of

new ads to the ad Library without taking

up an hour plus of our time and I wasn't

originally planning on doing this video

but after I filmed yesterday I told Meg

how I did all the ad examples just using

the same design and different colors she

was like why the heck did you do that I

gave you a bunch of ads and I'm like

well that's just cuz I'm an idiot so

good news is now we get a bonus video

so all that we're going to be doing is

making a bunch of static image ads we're

not going to mess around with slideshows

or anything I'm actually going to rename

these because they're the ones I'm

adding are already

are already

numbered there we go cool so we have

these ads here that we keep nice and

organized or she keeps nice and

organized in Google Drive and I just

download each of them they're all just

numbered 1 through 14 keep things nice

and easy and now the way that we're

going to do this quickly rather than how

we had to set up each one individually

is just remember the duplicate button

I'm going to do I'm going to do them in

two batches do seven and seven so like I

said to try and avoid getting banned

don't want to just bu create a ton

there's no exact number to it but

whatever you're feeling type of thing if

you're feeling feeling risky then go for

it but all right so I created the seven

duplicates first thing I'm going to do

in bulk is rename them so

name

and just going to

delete that part and then I'll just

delete all of

it add

two add eight cool all right and now

click

edit let's see if this works edit each

ad yes nice all right

upload

desktop uh SC

ads

doing I'll upload all of them

but and the way I did that the way I

selected all the designs if you didn't

catch that it's just you click one and

then you shift click it doesn't work in

Facebook but on your desktop you just

click and then shift click and it it

uh yeah it selects all them in between

all right so now we have the ads over

here on the left just choose what image

I want for each it's why it's easy if

you name them you number them and you

number the files it keeps it organized

so where's three I don't want this three

there we go

four five you you would think it would

just go in order

six no there we

go

seven nice and eight

cool and that that's pretty much it see

so it just swapped out each of the

images I should have just done all of

them at once but now I'm just going to

hit publish and then once it goes into a

review I'm going to go grab each of the

page posts

publishing okay so they finished

publishing they're in processing

now I think we had an error from one of

the retargeting ads we

did which depending on when you're

watching where you are in the course you

may may or may not have set those

up yet kind of jumping around a little

bit all right so while that's happening

I'm going to go repeat the same

process and to quickly select s and

deselect you can just use that up there

but so duplicate do another seven and

I'm just choosing original campaign

because I want it to go in the ad

Library show existing reactions comments

and shares this won't actually do

anything because I'm changing the ad but

the reason they put this is if I was

like going to duplicate this ad to a

different campaign I would definitely

want it to keep the engagement

cool so we're going to rename them

again by doing

this

and so eight

save the

draft then we're going to do the exact

same

thing scroll down here to edit each

ad add

eight I just did that

one I already did I did eight twice

whoops oh well

you can say that was a planned lesson in

not taking your ad account too

seriously I think this one's going to do

well

14 there we go

continue let's see if these are so I

don't want to hit publish yet because I

want to make sure that these get out of

review which are still in

processing and I'm doing that wow that

was

fast so it jumps right

to campaign off which means that they

got

approved that's

great I'm still going to wait a minute

just to be safe and because I have to

do I have to do this stuff

anyway and this stuff being getting the

page post so we get the page post so

that we can easily copy ads between

campaigns that's this up

here in the

URL this

one Draft

preview and I know this is a repetitive

process but I want to show all of it

because one this course is already

extremely long so why not but but also

to give an idea of like the kind of kind

of cadence you can

expect I whenever I was like going

through courses and stuff I always got

confused when somebody would just

explain something and then they would

move on to the next topic and then when

I sit down to do that thing it would

take me like 10 hours I'm like they

explain this in 5 minutes but it's

taking me 10 hours like am I doing

something wrong I felt like if they had

showed like what the process actually

looks like then maybe I would have you

know understood it better that's why I'm

showing like this process does take time

setting up the ad library and like

building out all your ads and that's to

be

expected and not everybody who runs ads

like will take the time to number them

and grab the page post ID beforehand

like I certainly didn't used to

but um

just doing this kind of stuff up front

keeps it organized and makes my life

easy so I like

it preview share Facebook post with

comments nice and then when we publish

each of these are going to

become uh like just plain numbers

let's just make sure everything's the

only thing that's still in review is

this see what this is why is this in

review

preview forget something we saved your

cart not sure why that's stuck in review

that should be

they both use the same ad copy Facebook

used to be sensitive

about you like addressing people

directly in ads like saying you I don't

know if that's going on but anyway for

for now I'm going to hold off on hold

off on publishing more it's not a good

idea to publish anything while you have

something in review but anyways there we

go so we just created a bunch of ads in

the ad library next thing I'm going to

do once these uh get approved I'm going

to uh copy them over to the pp

campaign um and the way you do that for

a refresher is just pretty simple you

just select the ads that you want so

I'll and I'll

do uh I forget what I said before but

anywhere like up to 10 I think is a a

fine number for like a $5 $10 a day

budget so we're really just trying to

find a few standout ads but I would just

select the ones that I want duplicate

existing

campaign choose our testing PPE campaign

and then I'm going to create a new

adet headset

two duplicate I'm not going to do it

right now but that's basically what I

would do and I would set it for5 to $10

a day budget and then I would would let

it run for I don't know like a couple of

days uh and then I would take whatever

the winners are whichever ones are

getting the most likes comments and

shares assuming that there is a winner

and I'll graduate it to our conversion

campaign so anyways there you have it

that's how to bulk add a bunch of

designs or ads to your ad

Library nice on to the next one

[Music]

in this lesson we're going to be taking

ads that we created in our ad library

and graduating them quote unquote

graduating them putting them in the game

and testing them out in a PPE optimized

Campaign which is PPE stands for page

post engagement and if you watch the

previous lessons you know that we're

using this for our testing rather than

conversion optimization because

conversion optimization is just a lot

more expensive PPE is a lot more

costeffective way to not get purchases

that's not our goal right out of the

gate our goal is to just test our

different creative and see which ads are

the top performers which one should we

actually graduate this is back to the

baseball analogy this is like our

Bullpen of new ads that we're trying to

test out with as low budgets as possible

and so we have our PP warm up campaign

that is just for warming up our account

that I'm just going to leave going to

let that continue running but the

campaign we're actually going to be

using is our testing zore testing PPE

just going to make sure that this is

optimized yep it's optimize for

engagement

cool and now what I'm going to do is go

from go to our ad library and since I

recorded the last video These two have

got a approved so I'm going to grab

their page post

ID I just I'm clicking it going preview

share Facebook post with

comments this one's a video so they have

slightly different IDs let's see if this

is the right

one yeah we'll find out in a second but

so the way that we're actually let's

just publish them and find

out cool looks like we're good so now

what we're going to do

is just go like this duplicate

actually I'm going to wait for this to

finish

processing it shouldn't really take that

long because all that it's doing is

updating the name there we go

duplicate and we're not going to do the

original campaign because that would be

the ad library but we are going to do an

existing

campaign let's backspace this and do

testing PPE existing ad set

if we go look at the campaign first I'm

going to double check the settings at

the ad set

level yeah and it's a good thing I

did what is

this get people to engage with your

brand oh yeah nope not doing this all

right we're going to do a doover discard

that I don't know what that objective

was but that's why we always check as we

go go through each step all right so I'm

back in the ad Library

duplicate our ads that I want to test

doing an existing

campaign do

testing not an existing adset

edit okay conversion

goal on your

ad video views post

engagements

yeah there we go is that so

hard and now rather than just leave it

at the copied

ad what's the

error yeah okay so we're going to grab

the page post

ID and paste

it there we go then just to keep things

organized I going to delete the word

copy at the end then I'm going to go

over to slideshow

add and do the exact same

thing there we go and last but not

least oh interesting can't do Carousel

ad place or ad types for page post

engagement

anymore wonder why that

is all right well I'm just going to

delete that

one so we have two ads that we're

testing in this example what you should

actually have is have made 20 to 30 ads

in your ad Library using your best

images of your best looking products uh

with pretty much the same ad copy

assuming that you're using appy from one

of the templates we gave you and you're

not just coming up with your own stuff

or you're looking at your competition

and doing something similar to what they

have but once you have that you're going

to do the process that we just did with

the three ads well now two um you're

going to do that process but you're

going to leave you're going to split it

up split them up into different ad sets

cuz like we were talking about with the

budgets a $5 budget like tiny but this

is enough for PPE to

test I don't know it I would say

like up to like 10 ads maybe if you're

letting it run for like a week There's

no people always look for like magic

numbers of like how much do I need to

spend before I like for testing like I

don't know it depends on your situation

for me I'm fine doing like $5 daily5 $10

daily Budget on five ads but to be like

the most most conservative I would go is

10 ads in a PPE testing ad set and a $5

budget but you're going to be testing

like 20 to 30 ads so you're going to

just duplicate each of

these or you would first you would just

grab grab the 10 that you

want remember how I said that Facebook

does this weird thing that when

something is in draft it shows it in

every campaign super annoying but so say

that these were my first 10 ads copy

them to uh a new ad set in the testing

campaign like we just did and then just

rinse and repeat that process for the

next 10 ads uh same exact settings on

everything we're literally just

splitting up the allocation of budget so

that uh each one of our products is

getting enough spend because if we put

all 30 into one adet one testing adet

then uh and it was a t tiny budget it it

wouldn't

really they wouldn't get enough spend uh

and even if you did a bigger budget and

30 ads that's like way too much for

Facebook to be like because it's

swapping through and I think Facebook's

recommendation is like 8 to 10 Max per

adset um and then that's just for

testing once we get to uh launching our

first conversion ads those campaigns

we're going to do even less we do like

three to four ads per ad set

so there you have it now I'm going to

publish

this so review and publish publishing

and now these are going to go into

review uh again I would hold off on

making any of changes

until uh they've all gotten out of

review yeah they're just processing

right now and I normally do them in

batches like if I was doing 30 ads I

wouldn't do all them all at once I would

wait until the first 10 have been

approved then do the next 10 so on so

there you have it there's how we

graduate our new ads from the ad library

to our testing campaign

[Music]

now we're going to be setting up our

very first conversion campaign and the

time to do this would be after you've

run your testing PP campaign for at

least a couple of days probably about

$50 in spend and you found out of the

30ish ads you launched you found at

least a couple of winners a couple of

ads that are getting dozens of likes

comments and shares so the goal at this

point is to have at least three

potentially winning ads that we're able

to use in our conversion campaign and

the structure for setting up this

campaign is very straightforward since

like I've mentioned several times before

nowadays we don't need to do a whole lot

of like audience selection and you know

putting a lot of effort into the the

setup or like the placements Facebook is

pretty much handling all that for us and

again we're just using our static image

ads our video slideshow and our Carousel

just as our demo for right now but in

your own ad account you'll have out of

all the ads you've tested hopefully a

few different ones standing out so to do

this we're going to click

create new campaign we're going to do

sales and we're going to do manual sales

campaign going to name this uncore

1core

cold

us now we're not using a product catalog

for this campaign we're just going to be

using our static image ads we are going

to turn on the advantage campaign budget

and we're going to do start off super

low

$25 and next we go to our

adet name it adset one you can set up

templates and

basically the naming convention is just

for you you just want to do something

that makes sense for you and do we

haven't set up our shop account yet so

I'm just going to do website for

now and maximum number of

conversions and

purchase none of these none of these let

it do Advantage Plus at least for this

ad set and now what we're going to do

is because we've already made our ads in

the ad library and tested them out just

going to go and

grab their page post

IDs or even better yet I'll just

duplicate him this

way duplicate

yep and now similar to when we were

graduating our ad from the ad library to

testing we want to just double check

that the right post ID has been entered

and I have the one other AD that didn't

that meta decided to not let you use pp4

anymore and that's the

carousel

so back to our

adset

edit use existing

post enter post

ID there we go

I just want to

grab name of this

ad cool so now within our ad set we have

three different ads we have the static

image slideshow and Carousel and it this

is not an exact science like you don't

have to have like three different ad

types I've had great campaigns where

it's all static images and I've had

great campaigns where it's all just

slideshow videos it just it totally

depends people always ask like how many

ads should I have per ad set what should

the ads be like general rule of thumb

like three to four ads per ad set in

your conversion campaign great what

should the ads be we talked about all

the different ad types the the real

answer the right answer is put them all

in testing campaigns and see what gets

the most engagement and then graduate

those to your main campaigns now within

this campaign so it's a CBO so campaign

budget which that just means it's right

there if you haven't watch the section

like the ad account walk through highly

recommend doing that I explain the

difference between CBO manual bid

automatic bid actually I don't know if I

mentioned manual bid or automatic bid so

I'll do that right now we're just doing

Auto bid for everything but that's

basically where see if I can find

it I think I might have to change it at

the yeah here it is campaign bid

strategy so I can switch it to bid cap

we're not going to do this right now but

so we're able to the way that Facebook

ads operates is essentially a

Marketplace picture every Advertiser

sitting in a room like a big auction and

Facebook holds up an ad slot it's like

you have this one spot that we can show

to Suzie from California who's you know

45 and likes yoga who wants that ad spot

and every Advertiser in the room who's

wants to advertise the Suzie will raise

their hand and say I want it and it'll

bid back and forth until it hits like

the peak and that's what Auto bid is

doing essentially which works 90% of the

time just explaining the differences

manual bid or bid cap would be if we're

an Advertiser in that room and we have a

number in our head that we're willing to

go up to but then we won't surpass that

like if we're willing to pay like up to

15 bucks to show an ad to Suzie it

wouldn't be just one person but that's

just an example we can manually set that

number and what that means is we'll

either it there's a chance that our ads

won't deliver at all because if say

we're only willing to spend a dollar

then obviously we're never going to win

that auction like unless there's like

unless everybody in the room like clears

out for some reason then we would win it

and we get a ton of really cheap

purchases but that's like a fringe

scenario but we'll talk more about

manual bids and bid caps in the the

scaling section but just for now highest

volume then at our adet level this is

where we can choose our targeting which

I've said repeatedly we just do open

targeting for the most part I'll just

show you and sometimes I I will still do

this I'll do like five to six ad sets

per campaign and a quick way to rename

them so if you select the ones you want

to rename do

name and you can go like

this just want to

do

three four five six save the draft great

so this one's open

targeting so I'll leave it as that I'll

do this one as open as well you might

say if they're both open they're both

exactly the same why would you do

multiple ads sets and that's a great

question it really just comes down to um

like stuff that happens behind the

scenes with the algorithm like that we

it's too complicated for us to us mere

humans to even understand but basically

each ads set gets dropped into a pocket

of an audience or a pocket of people and

it generally stays within that same

pocket over time so if there's I don't

know five billion people on Facebook

your adset even if it is open targeting

it's never going to reach out to the

entire group it's going to get dropped

into a very small circle and then

Facebook's going to optimize within that

group so by having multiple ad sets

we'll have it be in different locations

long story short it's what I do who

knows if the algorithm actually works

like that but that's how I've had smart

humans who spend a lot more money on ads

than me explain it so I'm going to do

this one as open targeting as well then

this one I'll try an interest I'll try

like

flowers and the way we do that is by

going to audience switch to original

they really don't want you switching to

original

nowadays Okay so targeting 18 to 65 plus

now I'm going to add

in this interest so watch the audience

size it's going to go from a quar

billion down to

830 million or 83 million and even

though the the size of the audience you

can see there is 874 million remember

we're only targeting the United States

so out of that 874 million 10% of those

people roughly are in the us apparently

so cool that's flowers

interest as you can see it's not rocket

science I'm

just what else what else can make

sense I'll try one more like

this

spring pretty pretty bar

broad spring and I'll try I lied I'm

going to try one more

interest I'm going to do spring then

engage

Shoppers narrowing so switch to original

audiences original and I'm just picking

interest that I think pertain to what my

like audience might be in if I was

selling coffee to t-shirts I would just

type in coffee I was when I was doing

yoga stay I was just typing in yoga I

was typing bickram yoga different types

of Yoga that sort of thing again you

don't really have to do that much of

that anymore I'm just showing you how

this process works but remember back to

our pie chart the percent that this

actually makes up is relatively

nominal so I'm going to type spring so

people who like that and then I can

Define it further so see how big the

audience is now it's 25 million if I

Define further and say I want to Target

people who are in the US between 18 to

65 years of age who like this season of

spring and are in the engaged Shoppers

audience so see how it just went from

went from 25

million down to 13 million so these are

people that have clicked the shop now

Buton within the past week on a

different ad just a good audience of

people it's exactly who we'd like to

show to it's just that they're typically

a little bit more expensive on the CPM

side so now it's 13

million so we'll try that one

out and last I would do like a lookalike

audience if we but we don't we haven't

driven any traffic yet but a lookalike

audience is just when you say to

Facebook essentially like hey here's

what a thou here's a thousand of our

buyers for an example can you find us

more people just like them and Facebook

uses their machine learning algorithms

to study every single data point that

they have on those thousand people

everything from like what pages they

follow to like who their friends are

what their friends like what like what

are their Social Circles it's like deep

learning stuff that it comes to

conclusions Beyond like what a human is

capable of understanding in theory that

like it should be super effective but

then they so they get all those data

points and then they look at their full

catalog or database of every other user

on Facebook that meets your other

criterias like within the US 18 to 65

plus and it finds people that are

similar to them so in theory again it's

like you give them a th buyers and then

they'll find 2.1 million more people

that are very similar to your existing

buyers and obviously the more buyers or

and buyers are just one audience you can

make you can make like people who ban a

cart people who visited your website

initiate checkout basically any way you

could think think to segment people you

can do it but the more data the more

examples of buyers you give it the more

accurate your lookalike audiences will

be but that's it for now so these are

all like ad sets with so just to recap

the campaign so we have a CBO us

targeting conversion optimized for

purchases not using our catalog we have

six ad sets and we have the same three

ads within every ad set and out of our

adsets we have three open targeting we

talked about lookalike audiences that

you can throw those in there and then we

tossed in some interest again don't fret

over the interest or your audience

targeting too much 99% of the win is

going to come from just having really

good products and this is if you can

understand this campaign structure

that's basically all that we're doing

like this campaign structure does not

change a whole lot whether if you're

running like a$ hundred million company

or if you're you're running like 100k a

month print on demand company It's

relatively the same it really just comes

down to the types of products you have

and then to give you a further example

so

say we launch this and then over time

one of the ads like say add one in each

of the ad set is the clear winner and

the way it'll it'll shake out is I would

say two or three of the ad sets will get

the vast majority of the spend and the

other two or three will end up getting

nothing in the beginning it splits it up

pretty evenly but then over the first

like week even it uh quickly will hone

in on what the top ads sets are because

we're a CBO so we gave Facebook the

option to do that but then and then it

also does the same thing at the ad level

so it'll decide like hey add one is the

best and most of the spend will go to

that but the reason that we're giving it

static image slideshow and Carousel is

that different viewers or different

users on Facebook interact with

different ads so there's some types of

people that again back to the brick and

mortar example there's some types of

people who like to consume content by

just looking at pictures there's some

people who really like to read like

articles there's some people who only

watch videos so we have to give Facebook

the ability to Market to each of those

people we didn't really do the the

article one but that's just throwing out

other examples so that's why it's

important to give it a wide variety of

AD types but even more importantly the

the products that are being shown in the

ads cuz there's some people who are

really into humor and like typography

designs but then those people there's

good portion of them that would never

buy like this lion design for example

but there's still something we could

offer them like there's lots of spring

joke designs out there that if I never

tested that in an ad then I would never

find that I would never be able to reach

that person so we try to diversify

within the adsets and within the account

overall not just the types of AD

creative like slideshow video Whatever

Carousel we really try to diversify the

the products that are being advertised

that's like the even more important

overarching dial

mover but then back to the example say

we run it for a little bit we see that

add one in each of the ad sets is really

carrying all the weight and ads two and

three aren't really doing much at all as

long as the campaign overall is doing

decently well well uh I leave it running

and if you want to see the the

day-by-day case study of me actually

launching and running the store and

running the ads join wcale University

where I'm uploading every single day

this exact process like thinking through

the ads watching the results showing how

I read the numbers like optimizing

basically this entire process that's all

in we scale University for the members

in there anyway so once we have an ad

that performs well if the campaign's

doing well I just leave everything

exactly the same but then like I'll even

the ones that aren't getting much spend

I'll just leave it cuz I don't want to

touch the campaign but then over time as

if the campaign performance starts to

drop that's when I'll go to my Bullpen

to my testing campaign and see all right

since I'm a good little media buyer I've

been launching lots of ads and testing

them in the background and here's two

two or three new ads that W out of the

additional 20 that I've launched

launched so then I just go into the

campaign grab the page post for that

campaign and then I go back to or for

for the ad then I go back to my

conversion campaign and say it was add

two that's been doing nothing I would

just select each of them like this hit

edit use existing post and I would enter

the post ID for the new ad obviously

this is an it's just an example so it

just so happens that I grab the same

post ID but you would have a new post ID

for a new ad and you paste it and then

you publish it and then just like that

we're it'll get the conversion campaign

right back on track because we had

something that was already ready to go

to graduate so there you have it there's

how to set up your first conversion

campaign using CBO CBO four to six ad

sets throw in some interest doesn't make

a huge difference the most important

thing is that you have good ads that

have been tested big product catalog and

you've you're letting your campaigns run

so they get out of this learning phase

which I touch on that very briefly the

learning phase is the phase that happens

after your ads have launched for the

first time and Facebook is basically

saying like we're not sure who to be

showing these ads to yet and the way you

get out of the learning phase is by

getting to 50 conversions per adet which

sounds like a lot and it can be but

that's the Tipping Point where Facebook

has enough data kind of like the look

like audiences Facebook has enough data

to know who your buyers are and you'll

see performance steadily increase after

that in the beginning performance kind

of goes like this like some days it'll

be high some days it'll be low some days

it'll be really low but overall it's

finding the average and so you just have

to wait that out but we're going to talk

more about that in the testing lesson

coming up soon so that's it for how to

launch your first conversion

[Music]

campaign in this lesson we're going to

be setting up our first Dynamic product

catalog Campaign which a dynamic product

catalog campaign differs from the ads

we've been setting up in the ad library

and the testing campaign cuz this is a

really simple campaign to set up where

Facebook will automatically cycle

through all of our products available on

our Shopify store and optimize our ad

for each individual person which is

great because it allows us to easily

quickly test massive product catalog

without uploading every single ad

individually so the way that we set this

up is first by clicking

create clicking the sales objective

going to do manual sales campaign like

always do

onecore

cold us DPA so DPA stands for dynamic

product ads otherwise known as catalog

ads it's all all the same stuff so

auction type or buying type Auction

Sales objective now here normally we

were turning this off we're going to

leave it on and this is the product

catalog that we synced from our Shopify

store we're going to be using Advantage

campaign budget for this one

too I'll do another low budget 25

bucks now it's important that the

performance goal at the adset level we

make sure that this is set for purchases

one of the biggest mistakes I see is

people optimizing for traffic and

wondering why they conversion rate so

low like they're getting super cheap

clicks I'm in the range that you said

Chris but um I'm not getting any sales

nine times out of 10 it's just because

the conversion or optimization set up

properly audience type we want to find

perspective customers this is our cold

traffic again Advantage Plus uh

placements and audience leave that the

same now the ad level so we went

campaign level it's where we chose the

objective uh the adset level we

reconfirm the

objective and uh you can change your

audience and stuff there but now we're

at the ad

level so you can see here it's already

started pulling

in uh our different

products and so for these Dynamic

product campaigns we can do different

formats we can do single image like

we've already set up but the difference

here being that it would cycle through

different products or we can do Carousel

or we can do collection I've never

really done collection Carousel is the

one that always performs really well

then for the ad creative we can do

multiple products and for Creative

options that we wanted to do a slideshow

where it basically just makes a bunch of

those videos on every card so that's

kind of cool this one kind of glitches

pretty frequently but I just do single

image so it's going to show a different

product image on each card

then for our primary text I'm just going

to

grab whatever ad copy I

had this is not an ad copy lesson this

is just a

campaign setup

lesson there now we have the same ad

copy shop now call to action

button our website

URL collections. C back collections

backspring

https seasonal

collections. cool I think that's right

yep deep links don't worry about those

that's just yeah just don't worry about

the Deep links turn on tracking you

should have your pixels showing up

there

and my favorite uh description to put in

for these links which doesn't really

work on this store because we haven't

gotten any

sales but I put the number of reviews or

like the star

review that we like our average customer

feedback it just looks nice having like

the stars across the bottom I think that

might cut it off that's a out of

five yeah you can do that you can

do the made with love or designed with

love in the US you can do printed and

shipped in the USA or if you're an

international company you can do

something different like 30-day money

back guarantee um small business owner

something like

that but there you have it not not a

whole lot to it don't need to over

complicate things but now we have uh our

Dynamic product catalog campaign setup

and I don't

normally do more than one ad set for

this I'll just leave it open targeting

and because it it's going to be able to

cycle through so much on the ad level

just doing open targeting for the ad set

and for the for the adset audience and

for the placement works fine so

Advantage Plus everything give it access

to your full product catalog give it

some half decent ad copy and then it

really just comes down to having a great

product catalog and a optimize website

so there then I would just hit review

and publish I'm not going to do that

right now because I'm still waiting on

oh and the reason that ours like this

one doesn't look great because it's

just it's just on a white background but

right now uh VA on our team is uploading

all of the mockups to the website so

once all the mockups are changed in

Shopify these images will automatically

change as well and they'll all look

like like how this one does here

like this mockup that the line is on

every image is or every product is going

to be on that same exact mockup yeah

there you have it that's how to set up a

dynamic product catalog

[Music]

campaign this lesson we're going to be

setting up our retargeting audiences

and these retargeting audiences are

going to be used in our retargeting

campaigns to get back in front of

potential customers and basically trying

to convince them to come back and

purchase from us and these are by far

the most effective ads from a Raz

standpoint they typically run at like a

3 to a 4X plus they're very easy to set

up and I've mentioned earlier that if

you have any kind of organic traffic

already I recommend setting these up

first just cuz it's lowest hanging fruit

if you have haven't started running ads

yet it's still worthwhile to put these

in place now even though they won't

start delivering until your audiences

populate it's still a good exercise to

set them up now so that when they are

populated and you have enough traffic

they'll start delivering and to do this

there's the really detailed Google doc

that you have it's linked somewhere

around this video it shows a really

in-depth

breakdown and starting with the

audiences here now these audience es

these breakdowns are pretty Advanced and

only really apply if you're doing if

you're driving a ton of traffic because

like here this is for example saying to

break down your view content people who

have visited your website into audiences

people who did it in the last 0 to 3

days then another audience of people in

the last like 4 to 7 Days 8 to 14 for

the sake of this and for Simplicity and

getting the most bang for your buck

we're just going to be setting up bigger

groups so like our content we're going

to do all is one audience website

traffic same thing so just to give you a

frame of reference of what we're going

to be building you don't need to be

doing this right out of the gate once

you hit like a million plus in Revenue

that's when you need to start doing that

but anyway so there's two different

places that we're able to make these

audiences one is where like as you're

setting up the campaign they give you

some options in at the ad set

level here I can actually show you

like here if I said to

retarget people and then here it says

people who viewed or added to cart but

not purchased in the last 14 days add to

carp and not purchase upsell products

crell so it gives you a a bunch of

different breakdowns but the more that's

kind of like the doing it there is kind

of like using the Boost page post off

option that Facebook always gives you on

your your Facebook page it's just they

give you like a fraction of the

functionality just trying to get you to

to use it at all so the right way to set

up our audiences is on the left hand

side here where it just says

audiences and if it's a brand new

account it'll be completely empty like

this so we're going to click create a

custom audience and to give you an

overview the bunch of different sources

that we can choose from the only ones

that we're really going to be using are

website so this one here and then

there's these meta sources here so from

your sources these are things that we

can give to Facebook like from our

website traffic customer list if you

have an app you can share that but so

just website applies to us and then down

here in the meta sources we're going to

be using the Facebook page and Instagram

account so these are going to be useful

for our warm audiences remember cold

warm hot cold is people who've never

heard of us before warm is people who

saw and engag with one of our ads or our

page and then hot are people that

visited our website but not purchased

and then the last group is uh existing

customers so people actually purchased I

just noticed this this is cool augmented

reality I've never used that but that'd

be interesting to test so first one I'm

going to set up is just a basic audience

I'm going to do all website visitors and

then I can choose the number of days

that I want it to look back I think the

max last time I checked is 180 yeah so

furthest back and go is 180 days but so

it gives me all these different

basically every event from a pixel that

has actually fired so we haven't had any

purchases yet so we haven't even turn on

ads so that's not showing up here but

I'm just going to do website

visitors I need to say days so website

visitors p180 you can name it however

you want whatever works for you and

there so we see the the audience we just

made we can see that it's also

populating uh so I can put it into a

campaign but I know that once it's

finished populating this is basically

like processing I know that once it's

finished it's not going to find enough

traffic to actually fill that audience I

think the minimum size if I'm not

mistaken is around 100 people but it's

not going to be perfect so if you drive

a th000 people to your website your

website VIs visitor audience is not

going to be 1,000 it'll be 4 500 maybe

around there but it's so just if it it

doesn't match up exactly don't freak out

that's to be expected all right next I'm

going to make add to

cart just going to do 30

days create another custom audience

website

next initiate checkout

next

website view content which view content

is people

that viewed a product on your website

all right now I'm going to create

my actually I'll do a shorter time

period so I'm going to Target these

separately so I'm going to do add to

cart for past seven

days the reason I'm doing this the

reason it's beneficial to break down

your audiences into smaller groups is

that somebody who just added a cart in

the past 7 Days 3 days ago is far more

likely to actually buy than somebody who

just added a cart 29 days ago 29 days

ago they have like all but forgotten

about who we are if we haven't done a

good job at getting back in front of

them do ini check

out do

p7 all right now I'm going to make our

warm audiences so we made website

visitors past 180 days so that's a big

audience of just everybody who's been to

the site then we did add to cart 30 days

initiate checkout 30 view content and

then the 7-Day version of each of those

oh wait I didn't do view content 7 days

okay now we're doing the warm audiences

so for warm audiences we're going to be

using Facebook and

Instagram page

so everyone who engaged with your page

yes do

Facebook so I always make a big large

audience to just grab

everybody uh like first and then I'll

use and then I'll make

another more segmented

group so 365

okay so I

did everyone who's engaged with the

page now I'm going to do anyone who has

engaged with a post or an ad

specifically the other reason it's good

to make your big audiences is that those

are uh the best audiences for creating

uh look likes off of because it's much

bigger sample size also going to do

video I'm going do so video ads are

great because one it's a format type

that a lot of people like but you also

get these additional audience breakdowns

that you can make because you're able to

Target People based off of if they've

watched 3 seconds 10 seconds 15 seconds

50% 75% the reason that's valuable is

that somebody who watched a video ad but

didn't click or something if they watch

75% of a video then that shows that

they're at least somewhat interested in

uh like what we were advertising you

just have to select the video so if

there's one the times that I make these

video audiences is if I have like a

slideshow ad or a video ad that's really

taking off and getting a lot of like

Impressions that's a good time to create

these custom audiences so

video

One 75% view so because it's video

specific you just have to label it and

keep track of

that once we set up our shopping ads

doing these shopping retargeting

audiences are really really good as well

okay so that's a good place to start the

other audiences that I'm going to create

once we start driving traffic are

obviously our purchase audiences and

then our lookalikes the lookalikes are

different from these cuz lookalikes are

finding new people so that's for cold

traffic some people call it warm because

it's like based off of your customers

but it's completely new people these are

creating audiences of people that we've

already are aware of like these are

actually warm and hot audiences what I'm

trying to say

and these will be relatively small

obviously especially now because we

haven't driven any traffic but like your

add to cart audience if you're spending

like after you spend 1,000 bucks you'll

get maybe like spend 1,000 bucks you

might get 2,000 sessions around there

out of that you might get 200 people

generously generously 200 people adding

to cart and then out of those 200 added

in cart it might pick up 50% of that so

after 1,000 bucks spent you might only

have like 50 people in your ad to cart

audience showing up and then that's just

in the past 7 days so expect these

audiences to be relatively small for a

little while but the nice thing is once

you set them up they're constantly

populating so like 3 months 6 months a

year down the road you never have to set

these up again they're constantly

updating and new people are getting

pulled into your funnel so you start off

with your cold traffic which we talk

about the most and then those people are

automatically getting targeted with once

they're they enter one of these

audiences so if I'm a new customer I see

your cold ad I click to your website

that puts me in your view content

audience then if I or that puts me in

your website traffic audience then if I

click on a product that puts me in your

view content audience then if I add to

cart I get added to your add to cart

audience so on and so forth and we're

going to set up retargeting ads next for

each of

these and that's where I was saying like

you could like once you have a lot of

traffic you could really segment how you

want to speak to me like you could say

you abandoned cart like a week ago

here's 15% off and then you

incrementally the further away they get

from the time that they were on your

website you can increase that so like

somebody who was just added a cart two

days ago you just remind them that their

cart's empty but then somebody who added

cart 30 days ago you give them there's a

great chance you're never going to see

them again so you start ratcheting up

the discounts and the offers to try to

get them to come back so you could think

of it as like you just get more and more

generous the further away they get but

for our purposes you don't have to go to

that extreme but I just think it's

interesting to have a frame of reference

of where you can go with retargeting ads

yeah so there you have it that's how to

set up your retargeting

[Music]

ads now we're going to be using our

retargeting audiences that we just set

up and putting them into our retargeting

campaigns specifically we're going to be

setting up an abandon cart Campaign

which is for anybody who went to our

website added a product to cart and then

for whatever reason decided to leave and

when I say for whatever reason it

normally comes down to a couple of the

same topics across any business it's

either social proof price urgency

scarcity meaning not enough urgency

scarcity or you know convincing them to

buy um or the price is another big one

and yeah so we're going to retarget them

with uh a pretty simple ad that's for

people that have just recently abandoned

cart in like the past 7 days we're just

going to remind them cuz that's another

thing sometimes especially driving like

social media traffic people are on their

phones you know they're in the grocery

store wherever they're just not in a

good place to be buying like physically

in a good place not mentally that's a

whole different type of type of lesson

so we're just going to put an ad in

front of them at a super low budget

that's just going to remind them that

they have products in their cart so

without further Ado let's jump into our

ad account so first thing we're going to

do is go up to here and click create new

campaign and we're going to click sales

objective manual setup as always and

we're going to name this one hot

retargeting and the reason we're doing

hot retar or three underscore hot

because in a previous lesson we talked

about our campaign structure or account

structure we have one underscore is cold

two underscore is warm three is hot uh

categories we don't have to do anything

with that we can leave the catalog on

I'm going to turn it off for now just so

we can see it without but we can cycle

through different products if we want

but more on that in a second so website

objective maximum number of conversions

we're going for Pur purchases we haven't

gotten any traffic yet so that would be

that's why we're getting that error

message all this can stay the same

except our budget super low budgets

overall are retargeting between the warm

and hot normally make up five maybe 10%

of the overall spend is super low but uh

but it it runs at a high row as so it it

pulls up the overall the overall

performance all right so the way I'm

going to name this ad set is whatever

the audience is so add cart past seven

and now to get to those retargeting

audiences remember how Facebook likes to

shove Advantage Plus down our throat

wherever they can going to switch to

original use original audience and then

we're going to so we can either create a

new audience or we can use a saved

audience oh sorry a custom audience so

custom a saved audience is like if I had

a combination of interests that I liked

using a lot

or if I made like a combination of an

interest but excluded purchases or

something it's basically just a safe

time but our custom audiences are the

ones that we want to be looking at and

I'm going to go down to add to cart P 7

now like I mentioned when we were making

the audiences all of these are too small

for us to actually do anything with so

we're going to set up the ads but

they're not going to deliver which is

totally fine we just no spend will go

into them but then as soon as we do have

enough traffic these bad boys are going

to start delivering uh and for

retargeting this is really important to

turn off Reach people beyond your custom

audience when it's likely to improve

performance so the ad that we're making

we're we're going to be saying this

which this is from the the Google Doc

that you have around this video

somewhere we're just going to be using

this forgot something we saved your cart

for you complete your purchase now so

that would not make any sense for us to

show that that ad copy to anybody

besides somebody who's already been to

our cart or added to cart so sometimes

that can make sense but it does not for

retargeting ads okay so we selected add

to cart pass seven now we go to what

should we name the ad um cart

reminder I'm going to select the page

cool selected the page just going to do

single image and add media pick pick my

soon to be bestseller original done fine

and now for

primary text just going to do that and

you can do variations of this this is a

a combo that's worked well for for me in

the past and then but just be sure to

swap out this

your url

so and the way you can find your cart

URL you just go to your cart and you

just go to your cart come on go to

cart view cart C it should just be this

back SLC cart yep there we go so it's

your domain as the root URL back SL cart

and then anybody who clicks that link

it'll bring them directly to their cart

the reason we want to do this rather

than send them to the collection page is

we're retargeting people that have

already added something so we're just

trying to simplify the process of them

getting back to their cart and checking

out similar to or exactly the same as

what our abandoned card emails will be

doing and

if they're using the same browser it'll

remember the person it'll remember what

was in their cart and it'll be really

easy for them to check out paste that I

don't love that it's broken up like that

but that's just one ad placement you can

see like on Instagram it looks a lot

better and then for the

headline your cart is

waiting there you go then call to action

shop now okay so pretty straightforward

so select the page create ad manual

upload single image leave multi-

Advertiser that's fine upload an image

use this ad copy or something similar

cart reminder you can take out the Emoji

if that doesn't match your brand phrase

it however you want but our goal for

this ad is just a simple hey here's your

cart no discount no free shipping no

nothing we'll do those in other ads and

then you can add something for the

description like 30day

money back guarantee actually I'll just

say

guarantee and there we go so I would

just hit publish it wouldn't start

delivering just yet but it's at a super

low budget and when there are enough

people who have abandoned cart then it

would uh start delivering to them

another retargeting ad that take a look

at real quick is how we can do a cart

reminder but show them the specific

product that they had in their cart so

we can do a c catalog product

set there we go so catalog select the

catalog we want to show them primary

text let's grab this again there we go

and what's cool about the catalog ads

especially for retargeting is it uses

this Dynamic field to update and show

the the name of the product I think it's

pretty cool I send them to the website

yep website URL to the cart yeah there

you go now another so any example of how

I was saying we're going to talk to each

group differently so for people who

abandoned cart up to 7 days ago we're

just going to say hey here's your cart

come back and and check out for people

that abandon cart greater than 7 Days

lower likelihood of them actually

purchasing so we're going to do actually

easier way to do this

pass

7 P30 there we go all right so we're

going to do an audience or an ad for the

people that abandoned between 8 and 30

days ago so the way we do that is pretty

pretty simple so we're going to use our

30-day add to cart audience there and

then we're going to add an exclusion

exclude anybody who added to cart the

past 7 days we would also want to

exclude anybody who's purchased or

during that time but we just don't have

a purchase audience yet because they

have haven't gotten any but you would

also want to exclude them and so now

what this is going to do is it's going

to show to anybody who added the cart in

the past 30 days but not to anybody who

added in the past seven and net result

is past 8 to 30 days and the reason

that's important is we don't want people

being shown both ads not a huge deal but

you know to keep our advertising nice

and clean this is the way to do it then

for these ads just going to do the

one no I want this one

cart reminder so this is not going to be

a cart reminder this is going to be free

shipping this one always does really

well we just don't want to give it away

like candy because obviously it costs us

a lot more and it also kind of devalues

doesn't really but it kind of devalues

the brand if people see it as you

know uh you guys just give out discounts

for for

anybody fun little hack is if there's a

store that you want to buy from just go

look up their ads in the ad Library see

what retargeting ads they're running

nine times out of 10 they have some kind

of discount that you can grab from there

and I don't like how this is cutting off

so see if I can get it

to there we go okay not bad wow that's

pretty cool that's new I wonder what

that's going to look like it automat it

detected the free shipping code one

thing I have to check is make sure that

we actually have that discount code set

up so we do that by going to oh no

discount create discount

free shipping discount

code have free ship all countries just

United States for

now no minimum all customers

Sure Save cool now we have a discount

code you can also just you could use

this link as well but the only problem

with these links is that it takes you to

the home page it doesn't take you to the

cart

page which is kind of annoying but

so there we go so now we have our free

shipping offer so if somebody doesn't

take us up on the cart reminder which is

for the first 7 days then they'll be hit

with a free shipping offer which is much

higher likelihood to convert obviously

because that's free money and shipping

cost is a reason that some people

abandon cart and those are just two

examples so there's a lot of other ones

like here I'll let's do one last

one duplicate and this one is just going

to be what website visitors so this is

just going to be everybody and our goal

for this ad is just going to be like

building trust so we're going to do

website visitors so website anybody

who's been to the site in the past 180

days but we're going to show them build

trust we're going to show them this

which these bullet points uh I think I

wrote These originally for yoga St so if

you don't have tank tops and BX like we

don't just going to delete that it's

that simple all the stuff that I'm that

we're learning in ads and the rest of

this course is just stuff that's worked

for me that can hopefully work for you

but do your own research try your own

stuff out this is not an exact science

by any means just hopefully jump

starting jump starting your growth okay

so so we're telling them again back to

the main reasons that somebody wouldn't

buy it they ask questions like is the

product quality can I trust this place

how long is it going to take take uh

have other people bought it who is this

company all those things are running

through a customer's mind so we're just

telling them yes it's high quality

shipped from the United States so you

get it quickly 30-day money back

guarantee so if you don't like it no

worries uh we're a us-based company

which that builds a lot of trust knowing

that we're not like some Chinese drop

shipper and obviously there's a million

different bullets that you could hit on

like uh different deals you're running

number of customers you've sold to

number of products you've sold if you

have uh I don't know any other product

features if you have a new product line

and these are tailored mostly towards

like t-shirt paint points if you're

selling a higher price point product

like if I was selling a like if I was

selling like a cold plunge for example

that's like 5 to six grand my

retargeting sequences would be insane

compared to what we're doing for

t-shirts t-shirts are impulse buys

extremely cheap like you don't need to

like have 7 10 15 touch points before

you get a purchase for a 5 to $10,000

purchase like cold plunges for example

or like a Enterprise level software

that's where your retargeting has to

ratchet up a lot because there's a lot

more reasons for somebody to not buy and

you have to allay all of those pain

points before somebody trust you enough

so big companies that are selling high

priced products they have to do much

more advanced retargeting than what

we're doing we're fortunate in so far as

we're just selling something pretty

basic it's easy for people to like get

their head around making the decision so

that's why we're able to get away with

pretty basic like retargeting like this

but anyway I digress not going to do

cart is waiting cuz this isn't an

abandoned cart

email uh I'll just

do

stars so if you have any purchases you

could do something like that we

unfortunately do not yet so I'm just

going to

do oh this hitting at the the side your

product catalog is also a good good

angle 100

plus I don't love that but you get the

point so you could add a headline option

and like kind of split test it but I

don't normally do that for retargeting

because they don't spend nearly as much

okay so that was the hot retargeting

then I would do so that's people that

have been to the website added to cart

view content that kind of thing uh I

would then set up those same audiences

for or same types of campaigns for warm

so people have just engaged with our

page post ads been to our Facebook page

liked it or viewed a video I would put

them in a separate audience and so

hopefully this has helped show you like

step by step how to set up your own

retargeting campaigns you have a better

understanding of why they're so

effective and it's just leaving money on

the table by not setting these up and I

didn't for the longest time so hopefully

this video made you some some quick easy

cash if you're already running ads and

thanks for watching I'll see you

[Music]

soon this lesson I'm going to show you

one of my favorite free tools when it

comes to running Facebook ads and this

is a tool that saved me uh a ton of

money and time and helped me get my ads

from zero to profitable so much faster

than before I started using it and

luckily it's brought To Us by pretty

reliable source it's Facebook and it's

called the Facebook ad library and to

get here you just go to facebook.com

slads

library and this library is pretty cool

because it allows us to see every single

ad that is currently running on

Facebook's platform this includes all

the competition every business that's on

the platform if they're running ads we

can see see them here so uh when you

navigate to that URL that I just

mentioned given the option to uh filter

by country I'm just going to look at the

United States for now you can do all and

then there's an ad category a lot of

people miss this you have to make sure

that it's set to all

ads sometimes it it defaults to like

politics because that that was the

original reason that they made this was

to be able to see like who's running

political ads if you remember a couple

years ago Facebook in trouble for like

Russia meddling in the election so they

made this for more transparency but we

can use it to see how we make good ads

that's the goal so what I'm going to do

for just an example is go look at

another print on demand apparel site

busted teas so I search for here's their

page you can look up their Facebook page

and here what I'm looking at is a list

of all of the ads that they are

currently running so we can see all the

ads that they're running here we can see

their ad copy we can see their

creative see the headlines uh the link

descriptions and then we can even click

through and see what their landing page

looks like that they're sending people

to and again it's really important to

note not just those variables but always

keep an eye on what are they actually

selling what's the price point why would

people like this product what's the

niche that kind of thing but within the

scope of ads specifically things that I

like to look at are first of all how

many of these ads are currently running

like here it says two ads using this

creative and text if an ad if if a

creative and AD copy is being used on

like 5 10 15 ads then that's a really

good sign that it's a winning

combination there's something that I can

look at there um then I can see that

they're also using Carousel ads

um but then the most important thing to

be looking at is how long has the ad

been running so these honestly aren't

that good of examples I wouldn't really

take a whole lot from this if I was

looking at it for my store because it's

only started running on April 2nd Which

is less than a week ago so if but if

there are ads that says that it's being

used in a bunch of different placement

like five or 10 different ads are using

that creative and copy that's a good

sign and then second good sign is if

it's been running for a month or longer

it's been running for a month or longer

you know that that Advertiser would not

continue running that ad for such a long

period of time if it wasn't making money

unless they're like a giant brand like

Coca-Cola or something where they just

have money to blow then that's a

different story but if it's a print on

demand brand like one of these then it's

a pretty good bet that it's a profitable

ad all right here's a good one so

teepublic.com another one of the big

brands that was on the mirror board see

the ads that they're running it was just

plain background simple offer ad copy

that's not that great honestly and

something else you have to keep in mind

is that some companies they're very com

especially bigger companies they're very

comfortable running their ads at a loss

so take what you find in here with

somewhat of a grain of salt unless you

see it across multiple Brands cuz you

know I'd be willing to bet like this ad

no way this is doing anything for them

like it's unless if the design is really

good which that is somewhat creative but

like no Emojis doesn't grab you like

their logo is even black and white then

down here like it's a white image no

Emoji down here like nothing really

jumps out and makes you want to stop

scrolling so I I have a hard time

believing that that ad is doing that

well for them whereas something like

this it's got emojis bullet points at

least there's something there he that

like aren't too

amazing but if I was you and I was just

getting started with advertising and

getting used to it trying to brainstorm

some ideas I would look at one start

with the mirror board we already

captured ads from 10 different companies

on there for you but uh I would just

spend time in the ad library and see

what big brands are doing small Brands

just look all

over and get some ideas

for uh for yourself but like I've

mentioned a great starting point is for

your ad creative at least is just using

your mockup images assuming that they

look really good uh and using it in

videos slideshows carousels all that

kind of stuff but anyway there you have

it this is the Facebook ad Library use

it when you need some inspiration well

that's it for this lesson I'll talk to

you soon

[Music]

this lesson we're going to be exploring

different ways and strategies that we

can help protect our accounts from

getting banned on Facebook and take it

from me I've been personally banned more

times than I can count because I've been

advertising for so long on Facebook and

trust me I know how frustrating it can

be there's nothing worse than having

positive momentum and ads are going well

and then you see that horrible red bar

across the ad account says this account

has has been banned and can no longer

advertise it's extremely frustrating and

their customer support is not always the

most accommodating to say the very least

so that's why in this lesson I'm going

to be sharing some of the ways that I've

learned over the past couple of years to

that have helped me not get banned at

least not in the past you know a year or

so we haven't gotten any bands it used

to be really bad it's gotten a lot

better but anyway so first thing to

understand is the different types of

bands on Facebook so the lowest level is

your Facebook page this one's pretty

easy to deal with and it doesn't happen

too often anymore this happened a lot

during covid when they implemented like

shipping requirements like you had to uh

like your order had to reach your

customer by a certain date otherwise you

had a page score that would go down they

still have the page score but I think

they're slowly walking it back but

anyway this is the lowest level of ban

next your ad account can be banned then

your business manager which that one's

even worse because then you can't use

anything that's within the business

manager you can't make any changes or

anything you're pretty much dead in the

water and anything within that is also

screwed and then the worst of all is

your personal Facebook profile can be

banned from advertising this one it

doesn't happen too often but it it is a

possibility because where Facebook they

they normally start with one of the

lower ones like they'll ban an ad

account but then if they see that you're

spinning up another ad account just

doing the exact same things then they'll

hit you with what's called circumventing

policies and that's where eventually

they will just ban your your profile so

like my name Chris Heckman I'm still

able to log into my Facebook account but

I can't log in as Chris Hekman and

manage any ads like disabled from being

able to do that that's why all the ads

that we've run nowadays are under Meg's

name which uh is a little little

challenging because I have to like

remote desktop into her computer but

we'll talk more about that in a second

so reasons why advertisers get banned

and what we can avoid it's important to

understand that Facebook the reason they

give bans is that they're they're in the

business of keeping people their users

on the platform scrolling for as long as

humanly or inhumanly possible so think

about what does not keep people on the

platform well that's shady

advertisements scams and non-pg content

basically whatever uh you know whatever

you would see on Facebook that make make

you go like what the what the hell is

that H or if you like clicked on

something and it looked like a scam like

if it looked like a fishing email type

of thing if you ever saw that on

Facebook would give you a bad taste in

your mouth and make you want to go off

the platform not just off the platform

for that day but potentially forever and

change your perception of Facebook as a

brand from a legitimate site where you

can like connect with family and friends

to how Facebook nowadays is just like

overrun with like BS ads and stuff like

that that is what face that would be

like the kiss of death that's what

Facebook is so adamantly fighting

against and they prevent against that

sort of thing by having very strict and

often s overly strict rules and

requirements for advertisers to be able

to stay on their platform so here's how

to not get banned and I every time that

I've been banned just for the record

it's been because I'm doing I'm running

t-shirt ads pretty much something you

should never get banned for but it just

happens sometimes like they use a lot of

automations it's not humans reviewing

every account to ban every ban like

initial ban is triggered automatically

it's like something Flags in their

algorithm that they see a pattern in

your account that looks similar to what

they've seen like scammers or Bad actors

do before just one example is it could

be like if you a couple times have

gotten banned for if we have like some

ads that are doing well I'll go like

I'll go crazy and I'll just make a ton

of campaigns like I'll launch a ton of

ads ton of AD sets a lot of campaigns

all at once hit publish and before any

of them are in review they all get

dumped in at once and Facebook's

identified a pattern that bad actors

tend to try to overwhelm the system get

a ton of ads out quickly so they can

ramp up scale before they get caught so

they start preventing that by anytime

they see somebody come in and start

dumping ads into their ad account they

flag the account ban it and then wait

for a human to review it that's just one

example of how completely legitimate

accounts like us and like what you're

going to be doing can end up getting

banned it's frustrating but here's how

to avoid that step one is warming up

your ad account which we covered this in

a lesson so I'm not going to get into

details but basically show them that

your legitimate account dip your toes in

the water before we start launching

conversion ads next is using a VPN I use

expressvpn I'll leave a link somewhere

around this video but we use that for a

couple of reasons mainly cuz if we

travel we like to be able to if you

travel like to another country say I'm

based in the United States and I go to

Mexico for a week if Facebook sees you

logging in in New York City consistently

every day then they see you logging in

in Cancun they see that they're also

trying to prevent against hacked

accounts so if they see you're logging

in from a New York IP and then you

suddenly log in from a Mexico IP it's a

quick way to get banned so we use a VPN

which is a virtual proxy Network I think

is what the acronym stands for which

basically just lets us look like we're

always coming from the same place so I

can show you here's what our VPN looks

like so expressvpn right now now I'm in

Austin Texas but I can change my current

location to anywhere anywhere in the

world so side note this is also a cool

way to get access to you know how like

Netflix and other streaming services

have different cataloges of videos for

each market because like the licensing

they get for each show but anyway you're

able to say there's a show in the UK

like if you want to watch the UK office

you go open up your VPN switch to

somewhere in the UK then log in Netflix

you're able to watch those shows it's a

complete side note but anyway it's very

easy to set up and if I just turn this

off then it cuts off my internet and

then if I reconnect I'm browsing under

the VPN so pretty easy to use recommend

getting one of those set up uh next is

don't add anybody to your account this

this is like being having an abundance

of caution but don't add additional

people to your business manager or page

if you can avoid it at all this is what

we we do uh because if that person has

ever been associated with like an

account that's gotten banned their

reputation now gets copy pasted over to

your account and more than that if we

had an instance like a year ago or two

years ago now where somebody that was

added to our business manager their

personal profile got hacked and because

they were an admin on our business

manager the hacker who was in their

profile was then able to get into the

business manager and change all the

settings because that person also didn't

have two setup two Factor authentication

so by adding people you're just opening

yourself up to more risk down the road

as you are trying to hire people we use

different softwares to work around that

like HootSuite we're able to add our

team of vas to HootSuite to be able to

manage like comments and that sort of

thing without adding them to the

business manager directly next is don't

use the same credit card as a card

that's already been banned on a

different account that's a way that

they'll easily link the two we use

Virtual cards such as Capital One uh 2%

cash back spark card has what's called

Eno Eno which is a virtual card that we

just link it to our account and it's

able to generate a new card number

anytime we open up a new account you can

use it other people use normal people

use it for like um shopping on sites and

that sort of thing but that's a good way

to make sure you don't get banned next

is make sure that all charges will go

through on your credit card this is a

big one especially with new accounts the

worst thing you can have happen is for

uh a charge one of the early preliminary

charges go through and your credit card

rejected for obvious reasons Facebook

does not like that and they view that as

a big red flag and a lot of times cards

even if you have enough limit and you

have cash in the bank whatever kind of

card it is it's worthwhile to call that

bank or call that credit card company

and get them to pre-authorize meta or

Facebook as a vendor that you're going

to be bringing in charges from because

if you've never run Facebook ads before

then you run up some meta ads your

credit card a lot of time like AMX will

even do this they will flag it as

fraudulent so call your credit card

company and make sure that the charge is

going to go through next is using a

Facebook profile that has history like

if you're you can't just make a brand

new say you get banned and you just make

a new Facebook profile like if I make

Chris Heckman 2 I just add a profile

picture I can't then just go make

business managers cuz Facebook Facebook

is smarter than that they realized that

workaround years ago you have to use a

profile that has actually had history so

that somebody has been posting on they

have friends they have you know comments

and stuff that they you know they've

it's not just a shell of an account next

I already mentioned this but don't

launch a ton of ads at the same time and

don't break terms of service so don't

run ads for drugs like even like weed

CBD all that kind of stuff is gray area

don't do it politics they're very strict

about you have to go jump through a

bunch of Hoops you get verified to be

able to do that and don't do any over

thee toop discounts like you can't run

an offer saying flash sale 99% off

Facebook will ban you for that too so if

you do get banned unfortunately which

will probably happen at some point or

another it's frustrating but it happens

first thing you want to do is check the

notifications and see what caused the

ban if it's a brand new account there's

a good chance they just need you to

verify yourself and then you'll be fine

it'll get instantly reactivated but if

that's not the cause submit an appeal if

you can and you want to chat with their

support and send a message such as this

I've used this exact script A lot of

times in the past but I won't read it

all but you're basically just

apologizing profusely saying you're a

legitimate company and you can just copy

paste this exact thing and then leave

your name and your phone number at the

bottom I don't have any direct proof

that adding your phone number makes a

difference but if I was the customer

service up reading that I see somebody

putting their phone number I know that

they're serious and they're not just

some bser so this exact script has

gotten my accounts

back on numerous occasions but if that

doesn't work say you submit an appeal

and like Meg for example when she she

got banned because some somebody in her

business manager got hacked business

manager person got in and started

running up ads to their own store which

was like a BS offer Facebook saw that

got flagged and the business manager

went down at account went down she had a

bunch like thousands of dollars in ad

spend on her AMX card which she was able

to call AMX and get that washed away but

then she submitted an appeal heard

nothing back sent that message still

heard nothing back and super frustrating

because she got hacked like she's the

victim of something bad happening you

would think Facebook would look into it

and give it back it's now going on like

like I said two years now it's still

have not gotten that account back and so

then we're left with the nuclear option

which is is a complete fresh restart and

I've done gone this route a couple times

too which Step One is get a friend or

family members Facebook account the key

thing is do not log into that account on

your existing like Chrome profile if you

want to be as safe as humanly possible

get a brand new computer but you can't

just log in on their profile under the

same computer Facebook will link those

two together so that's why I never log

into Meg's Facebook account on my

computer I always do it on her desktop

so yeah get a new laptop or computer get

a new credit card number virtual cards

work fine and the goal of all these

steps we're going through is to come up

with a completely clean slate nothing

that Facebook can do to link you back to

the original account next is use a VPN

uh then create a brand new business

manager so go through all the steps we

walk through go to business. face.com

settings set up a brand new business

manager get a new domain that's another

one this one hurts a little bit more

especially if you've already build up

some momentum but uh you don't have to

make a completely new brand but you want

to get a new domain because if your old

ad account is driving traffic to your

old domain again that's another way for

them to link you together next is open a

new ad account within your new business

manager and run low spend super PG page

post engagement campaigns to warm up the

account with $100 is of spend so go back

through the warming up your account

lesson and just spend even more the the

more you spend at on super PG PPE

campaigns the safer you'll be but I'll

leave that up to you there's no magic

number none of this is like a guarantee

but this is what's worked for me and

never launch too many ads at once delete

any ads that have been rejected just if

you ever get a notification that an ad

has been rejected don't even look at

like why it was flagged don't try to

appeal it just immediately delete it

from the account and don't just leave it

there like okay I just won't use it

because that rejected ad that builds up

in the account and like your accounts

status or your health so just by

deleting it clears it away then don't

add anyone to your business as an user

uh and just keep in mind that Facebook

bans and unbans people all the time uh

for really no Rhyme or Reason it's

extremely frustrating but just save your

energy for the stuff that is in your

control and just forget forget about

Facebook you know it just don't waste

your energy on trying to get it back

after a certain point just go through

these steps and get new account I've

gone through this a bunch of times and

gotten so fed up I'm like I'm just going

to learn how to scale Google ads and

like higher than I've ever scaled before

and at the end of the day Facebook is an

absolute beast when it comes to running

paid marketing everybody who's anybody

is on it and it's the most established

advertising platform especially for

e-commerce businesses so there's no

avoiding it like it's a necessary evil

but if you follow these steps that we

outlined you'll be in the best spot

possible to not get banned so there you

have it that's how to not get banned on

Facebook and how to hopefully get your

ad account back and if you don't the

nuclear option to get back up and

advertising

[Music]

again one of the most common questions

that I get on YouTube and in the school

community and just in general is what's

a good budget for my ads and that's a

really tough question to answer because

it's completely different for everyone's

situation I answer first for myself when

I'm launching a new store I'm perfectly

happy with like $1,000 budget but that's

dependent on like what my goals are and

like I want to be starting stores that I

can scale to seven figures and I only

want to invest you know X number of

hours if you're somebody who's just

starting out and you have the goal of

hitting 100 Grand in sales over the next

year then you're somebody who can start

off with a bunch much smaller budget

what I'm trying to to say is that the

amount of budget you need is directly

correlated to what your goals are your

goals is one variable for deciding your

budget but the other variable is what's

your experience level like somebody

who's never run a single Facebook ad

before versus somebody who's been doing

it for years completely different

starting budgets and by starting budget

to Define it what I mean is like the

amount of money that you willing to put

into the ad account and expect to never

see a return on basically money that

you're just setting on fire and so when

I say I would have a starting budget of

1,000 bucks I'm saying that I would be

willing to invest up to $11,000 into

testing a new store before I start to

see a positive return and then it just

becomes like self-fulfilling like a

self- sustaining cycle CU up to of the

first th000 spent I'm still making sales

it just won't be profitable like I might

be running at a one row as for example

which is running at a loss you can look

at the financial section to see how much

of a loss that be running at but as

you're running your first set of ads

you're not just lighting it on fire

you're one you're learning a lot but two

you are getting some sales but our goal

is to as quickly as possible get to the

point where going from a $1 in $1 out to

$1 in $2 out and then from from there

you want to get to $1 in $3 out and then

the question is once you're at that

point $3 up a 3X or or better return

then the question is no longer what

should my budget be it becomes a much

better question which is how fast can I

spend how much can I spend how big of a

budget can I get cuz as you're starting

to positively cash flow it's just self-

sustaining it just starts spewing out

money but the the real question comes

down to getting to that point in the

beginning how much money should should

you be setting aside and I would say for

the average person number one consider

whatever amount you're going to decide

as just gone that's just money that

you're never going to see again but it's

an investment into not just your

business but into yourself and you're

going to be learning a lot second thing

is how much time and energy and effort

are you going to be like be honest with

you yourself this answer is just for you

it's not for me it's not for anybody

else how much time and don't BS yourself

how much time are you realistically

going to be putting into learning this

like there's the budget but then there's

also your skill set and how like

somebody who is putting in 40 hours a

week as an extreme example into their ad

account like learning split testing like

launching new ads like watching it like

a hawk absorbing all the information

watching other YouTube videos on how to

run good Facebook ads that kind of

person will get to the point of

profitability much much quicker than

somebody who yeah follows along with

this course which is designed to be a

great great starting point get you off

the starting block and then we have the

we scale Community for like helping you

get beyond that but the person who's

just going to watch this launch their

ads and then go hands off that person is

going to have a hell of a time trying to

get the profitability so two different

scenarios it's like the person who goes

all in makes it like their life's

Mission it doesn't have to be 40 hours

like a couple of hours a day looking at

the ads learning is plenty and that'll

get you to the point of profitability

within like 30 30 to 60 days if you're

following everything correctly but again

that is not a guarantee there are no

guarantees nobody who's teaching any of

this stuff can ever guarantee any kind

of return for you let me just be

abundantly clear about that so I know

some of that was kind of ambiguous but

that's the honest answer like it

completely comes down to the person and

how much time you're willing to put in

and if you're sitting there saying yes

I'm all in Chris I'm going to give

everything I have to learning this then

great I would say a budget of around

$500 to $1,000 is a great starting point

and there's things you can do with your

ad strategy to you know really conserve

that amount like start off with whatever

budgets I'm talking about here start off

with even lower uh so you're just going

to see results slower but that's fine

cuz like if I'm talking about starting

off with a $10 day budget for our

testing adsets start with five

so then that's five bucks to test 10 ads

then if one of those 10 ads turns out to

be a good winner after like four or five

days you spent $25 and you found one

winning ad but then there's going to be

things after you find your winning ads

like you know you need to fix on the

website and then you have to set up your

email sequences so that's why we're

teaching all this stuff first and like

how to set up your email flows and your

retargeting all the stuff that's going

to maximize the return that you're

getting but yeah I would say a $500 to

$1,000 starting budget is ideal but if

you're just looking to like learn and

get your feet wet you can get away with

a couple hundred bucks and yeah the

other thing that'll certainly jump start

you could get away with like let's think

of the extreme example if you have a

gold mine of a collection just winter

after winner of like hysterical designs

beautiful Unique Designs that people

have never seen and then you go to

launch your ads if you have just

bombshell products all over the place

there's a great chance that your ads

just Skyrocket as soon as you launch

them and then I me saying you need

$1,000 starting budget you really could

have needed you know $100 starting

budget if that because if your very

first ads are taking off because you

have such a great collection then like

you don't need like you can get

profitable extremely quickly so again it

all comes down to comes back to your

product collection and if you have

people people ask like what should my

starting budget be I'm like there's no

starting budget big enough for a

terrible product catalog like if you you

could spend 10 grand on testing ads but

if you have all terrible designs that

are not based on best sellers that

nobody likes that you know isn't in a

good Niche that are not unique aren't

going to get people to stop scrolling or

you have a bad mockup it doesn't matter

how much you spend on testing it's never

going to get profitable and all the

tweaking in the ad account like will

never make a difference so long story

short do all the right things do All the

Small Things correctly do all them first

and it lowers the amount of starting

budget you need and then second invest

in yourself in learning not just

following along with this course blindly

but really really understanding the

concepts really understanding what moves

the dial rewatching the lessons on the

analytics and like ad account strategies

and make sure your retargeting ads are

set up properly and then for extra

support Post in wcale University with

your ad reporting get on the weekly

coaching calls and like I'll look at the

ad account with you and give you

feedback on like here's where you should

be cutting back here's where you should

be investing more that sort of thing but

even if you don't do that you can do

that on your own so that's what I

recommend it's really tough to give a

dead set number of like this is what you

need to have set aside but you know it's

it's different for everyone what I will

say is the more the better the big the

bigger the starting budget obviously the

better so I hope that helps hope that

gives some clarity uh cuz the starting

budget is really like non-issue if you

do all the other things that we talked

about the the goal is getting the

profitability and making it self-

sustaining as quickly as humanly

possible and in one of the future videos

the launching or testing ads I'm going

to walk through exactly what it looked

like starting this 0 to 7 figur store

that we posted about on YouTube and you

can follow along and see exactly what

day one day two day three what we were

spending and what the return was and

then in wcale University I'm going to be

posting about going to be posting this

seasonal collections I'm going to be

posting every single day sharing like

the case study of exactly what's going

on how we're improving the store and how

we're taking it from complete scratch to

seven figures uh with the ads so you can

join there uh we scale University to

follow along with that and yeah other

than that go on with the lessons

[Music]

in this lesson we're going to be looking

at a case study of launching a brand new

print on demand Shopify store and the ad

account from the store that we ran in

the 0 to7 figure uh PE challenge we

posted about on YouTube but I'm going to

show it here for a really good example

of what we can expect when we first go

to launch our ads so we launched the

store from scratch back on July 1st of

2023 in about 9 months it's done

$929,000

in sales and we've spent uh a little

over $300,000 on ads so just over a 3X

return for the ad spend which is pretty

solid and this is done between 150 to

200ish uh in net profit takehome which

is cool but the more relevant section or

time period to look at is going all the

way back to the very beginning to the

first day when we turned on the app ads

on the very first day and at this point

I launched a bunch of I think we had

like 50 to 75 designs on the store put

them all on the ad Library just about

and then put them all in a PP testing

campaign leading up to this where I

found like five or six that really stood

out from the rest then I took those and

I put them in our conversion campaigns

USA Auto bid Advantage Plus placements

Advantage Plus audiences I might have

done like two interest audiences but it

was three or four ads per ad set and I

started off at low budgets you can see

on the very first day on our first

campaign we launched and this campaign

ran at a

4.27 return we got 107 link clicks at

about 53 cents a piece but then we also

had a

CBO uh which didn't do nearly as well

but the general structure was we had the

ad Library which I actually ran by

accident I didn't even mean to have it

turned on but I had our ad Library our

campaign

of uh like three or four ads and then I

split it into two separate campaigns I

did one as adet budget optimization one

as CBO which this is the CBO campaign

budget and then I had this one just make

your life easy just do the CBO the

reason that this one performed better

was that it had better ads but anyway I

digress so I launched it we spent $135

at a

$400 return you know we had some

campaigns that perform well but 401

divided by 135 yeah it's 2.9 it's about

a three off our average order value was

$35 and our conversion rate was 3.7 so

looking at these metrics what was going

through my head was number one our

average order value is too low I need to

get that up to around $40 to $45 so I

immediately started brainstorming stuff

I could do for that I was happy with the

conversion rate but I didn't really

expect this to stay consistent as we

scale especially once we launch

International ads so that was you know

kind of a grain of salt what I was

really looking at was uh which ads

within these campaigns were performing

the best so I had like a bunch in the ad

Library which again don't turn on the ad

Library I had already run my PPE

campaigns so I was just watching and

seeing out of these campaigns what's

like which ads are performing the best

do I actually have a steady set of like

three or four ads that I can count on or

should I be continuing to test and the

answer is you should always be

continuing to test what I didn't do that

I should have is if if this was my

full-time thing if I was only doing the

store which I wasn't I spent like a

handful of hours on this uh per week I

should have just been launching a bunch

more ads into the ad Library I should

have been immediately seeing what our

best sellers were and making more

designs than launching them in the ad

Library putting them in the PPE campaign

and just keep on keep have a stacked

Bullpen at all times instead I kind of

let it ride but that's just cuz I was

doing this as like a handful of hours

per week but to really get the best

results I should have been launching

more ads and more products so if you're

on your first day not seeing results

like these it's okay just rinse and

repeat the workflow that I just talked

about and see is it the average order

value is it the conversion rate or is it

something in the ads that needs to be

fixed anyway on to the next day so on

second spent

$183 for $696 in sales now keep in mind

that these Friday Saturday Sunday are

typically the strongest days so I would

expect these to be slightly better some

of the things that I did for the average

order value kind of worked but this

isn't enough data for it to be

statistically significant so none of

these numbers are like enough to really

go off of yet especially because our ad

account was not optimized like it's not

it hasn't been running long enough to

get like consistent results we can rely

on next week was the 3rd to the 9th and

we spent

$1,455 for $ 3532 in sales so this is

where I started to put my foot on the

gas a little bit and Raz suffered so

let's see what that return is like a two

something yeah 2.4 so it's not as

profitable this is probably like a 10 to

15% margin week but you know it's not

bad for starting out and you notice that

ironically I I wasn't expecting this to

happen at all the ad library was one of

our best performing campaigns so the way

that I when I say I put my put the foot

on the gas a little bit I increase the

budgets on these campaigns like 15 to

20% every a couple of days like every

two to three days I would increase it

and then I also launched a manual bid

Campaign which we'll talk about in the

scaling section but manual bids is

basically just a way to get extra scale

out of your account all of our other ads

we're setting up are Auto bids which

back to the uh auction Place metaphor

like that's how Facebook operates so I

launched a manual bid campaign that it's

normally like lower spend but higher

returned and that's exactly what

happened then the following week scaled

it up again increased by like 20%

again and our return got slightly better

but yeah so our row as on Facebook was

getting better not really cuz I was

doing anything in the ads like no new

campaigns were launched I wasn't moving

around I didn't graduate any ads from

the ad LI or from the PPE campaign to

the main campaigns because they were

running pretty smoothly you'll remember

the only times that we really graduate

ads is when our current campaigns like

our main campaigns like these ones here

if the performance on any of these three

was starting to suffer that's when I

would have looked to my PPE campaign and

pulled up one from the bullpen

essentially but performance was

consistent so we were happy with it and

all the while this is happening in the

background we're launching new designs

based off of the best sellers not as

many as we should have but okay so the

following week 2700 spent for 99,100

which

is pretty

solid return yeah so that week we shot

up to a 3.4 so this was around probably

20 to 25% margin which is like two

grandish profit and so this week the

reason that it shot up so much is that I

introduced International so the the time

to introduce International is once

you've already had a week or two of

consistent like decent performance and

you want to just ramp things up and this

is for us-based sellers I always start

in the US and then once I've validated

that I have a good store good Niche good

products that's when I pour on the

gasoline with Worldwide so USA is kind

of like just the testing grounds for us

but uh you can see the worldwide

campaign really took off ran at a 3.14

which which was awesome and they were

literally the exact same ads same

everything didn't even change like the

currency yet on the site I didn't change

like the languages for different

countries nothing so what else so yeah

the ad library is still running at this

point because it was still doing well

let's look at the the metrics we were

seeing so around 50 Cent cost per click

cost per click is always going to be

lower for international traffic it just

converts lower but us it's typical to

see like 50 cents to a dollar range man

mannual bid will vary a lot yeah there's

another USA campaign 50 cents and then

our cpms nowadays they're slightly

cheaper but anywhere from like $8 to 15

for us is pretty typical and then

worldwide is goes all over the place but

it's typically lower than the us so we

were seeing good numbers uh and we talk

about it in the analytics section but we

want to see a good balance of the

click-through rate and cpms but at the

end of the day what we really care about

is the cost per click cuz you get the

cost per click from just multiplying the

clickthrough rate times the cpms cuz

this is cost per thousand Impressions

this is how many of those thousand

people click on the ad and that's how

you get this number so the most

important numbers if you set up your

columns like we did earlier go purchases

row as link clicks cost per click click

through rate cpms add to carts unique

and so on uh add to carts and checkouts

doesn't really track as accurately as

these other numbers do but as long as

the row is is good I'm happy if the row

is as bad

then I'm tearing apart everything uh

seeing like what's going on nine times

out of 10 especially with new stores the

reason that your ads won't perform well

it's just because you don't have good

products and it's not that your ads are

set up incorrectly assuming that you

followed the steps in here it's just you

need better products and if your ads

aren't getting any engagement if

nobody's commenting or liking or sharing

the post then all these numbers will

reflect that okay then on the 24th this

is where I introduced this week I

introduced retargeting and as you can

see like I said when we were setting up

ours it's much lower spend like what is

that that's less than 5% I think I set

these up halfway through the week or

something but much lower spend than the

rest of the account normally like 5 to

10% of the budget but it ran at a 3.96

which really helps bring up the average

and let's see what happened this week so

I really incre increased the budgets a

good bit and that threw off performance

slightly so as our International traffic

went up our conversion rate went down

then our average order value went up

slightly because they're paying more for

shipping but I'll show you this so you

can break down your conversion rate

based on the country so I'm going to do

no

breakdown and then country SL region so

the majority of our traffic in this week

was coming from the United States at a

2.6% conversion rate UK was 400 sessions

at a 2.4 Canada ran at a 3% conversion

rate Germany 1.6 Brazil Australia so

pretty cool you can see the breakdown

like that in the international uh lesson

we'll talk about how like we can use

these analytics and set up like our

shipping rates and stuff to be specific

to these countries but again you don't

have to do any of that until you get to

the point of having some kind of

consistent results in your ad account

now let's skip ahead let's see all of

August all of August we spent 20 grand

at a 2.18 yeah so this wasn't a great

month because that's only what a

2.5 or 2.6 return 2.65 return yeah so

2.65 return but the reason for that was

that I started going wow what was I

doing way too many campaigns this is

where yeah everything that you're

learning in this course applies the

lessons that I learned and the things

that I'm not doing which I'm constantly

learning like I've run eight different

stores to seven figures now and always

learning new stuff now what I've learned

and the way that I run our accounts

nowadays is simplify just one or two

main campaigns is all you really need

then retargeting obviously but you no

reason to be like I was trying to set up

campaigns for separate countries like I

was doing this is an Australia New

Zealand campaign this is I don't even

know what that is but yeah there's just

way too much going on in the account at

this point and they the campaigns

started competing with each other which

led to a slightly lower return so I

think in September if I remember

correctly I learned from my lessons yeah

I did

so you see in September I Consolidated

the campaigns back down to just the main

winners increase the budgets on the top

performers these budgets that you're

seeing now are not reflective of what

they currently are this is what the

budgets ended up at it's not what it was

for that month obviously that math

doesn't doesn't add up but for this

month 20 just under 29 Grand spent at

for six figures sales it was our first

six figure month that was pretty cool

and that so yeah this this month was

like 20 plus Grand in net profit and all

that I did differently was cut all the

extra campaigns I had running we I

optimized the site to set up the like

the international stuff so our

International performance continued to

pick up even at higher spend and when I

say optimize the international stuff I

mean like the currency on the website so

that everybody from International

countries they were shopping in their

home currency set up their shipping rate

so that they were their shipping cost

showed up in their home currency all

that stuff that we'll cover in the

international lesson but on the ad side

specifically it

was up until this point we were mostly

running off of the initial batch of

designs or ads that I launched with so

the initial 50 I was able to just

continue running them because they were

performing so well and I honestly don't

even think that I've really launched any

new ads I was just the main changes I

did was increasing budgets by 15 to 20%

on ad or campaigns that were performing

well like above a 2.0 as I would do that

every other day and then I most of the

changes came on the site side but again

if I had a terrible product catalog and

or only one decent product none of this

would have happened the way that it did

the only reason that it happened this

way was that we had a great product

catalog a website that was optimized we

had our emails running in the background

we had Google ads increasing the return

as well it's all the other things that

make the ad account run well and then

you're able to show screenshots of

spending 29 Grand Grand at a 2.84 and

people think you're great at ads I used

to think that's what it was it's really

not it's just like the structure and the

setup of the ad account does really does

not change it's really just everything

else in the business so yeah so bringing

it back to as you launch your first set

of ads hopefully this gives a

perspective of like where the account

can go and emphasizes the importance of

product first making sure that you have

really goodlooking mockups as long as

you're following like the ad cop

templates something along that line to

what we give you it's proven to work you

set up all the different creatives like

the slideshows the carousels the dynamic

product catalog campaigns and then you

are testing a ton of static images if

you're doing all those like Baseline

things running the ads becomes the easy

part out of the whole equation or out of

the whole process and then when a

campaign was doing well all that I would

do is go in

here and go I would just select each

campaign that was performing well go to

edit campaign budget and then I would

increase daily budget increase daily

budget by depending on how aggressive I

was feeling anywhere from 10 to

20% it's like that I would save the

draft then I would look at the other

campaigns see if it wasn't performing

well like if it was under a two then I

would select it and just decrease it

knock it down by 20% and if it

consistently wasn't performing well then

I would knock it down by another 20%

until it gets to the point where I just

shut it off and at that point I would

you know uh have pull up other ads from

the bullpen and put them in the campaign

so that's all I got for you in this

lesson so this is obviously from a store

that we ran last year if you want to see

the case study of me launching and

scaling going through this exact same

process with seasonal collections then

you can join we scale University where

I'm going to be uploading daily like

case study videos showing like very

candidly talking through what we're

seeing the changes I'm going to make and

that sort of thing so I hope you found

this useful and I'll see you

[Music]

soon in this lesson we're going to be

setting up our Google accounts we have

our Google ad account where we're going

to be running our search and shopping

campaigns or pmax and then we have our

Google analytics which is a free tool

that just gives us a lot of cool

insights and analytics on how our store

is performing where the brakes are in

our funnel user analytics all kinds of

good stuff and it's something that once

you set it up it just runs in the

background collects data it's nothing

but upside for us so that's why we're

setting it up and then on the

advertising side these campaigns run at

Su we put them at super low budgets and

they perform really well it's kind of

like retargeting we'll talk more about

those and their specific videos but for

now let's go to set up Google analytics

first and Google analytics just updated

to um updated to ga4 so if you've if you

were familiar with Google analytics

before it's slightly different now so

going to marketing platform.

google.com backabout SL analytics let

say get started today

start

measuring and name of the account

seasonal

collections

no don't want to know any of

that time zone

Chicago

next category we are apparel do they

have

that shopping good enough business size

small small for now our goal is to drive

sales that's

it choose a platform web

so I'm just entering my URL and

then the name

again

measuring so we don't have purchases

just yet but that's because we have

to set up conversions which we're going

to do

separately all so then for install

instructions we used to just have to do

it manually like grab this piece of code

and then open up your Shopify store but

now we can and you'd have to like

manually paste it in your store's code

now we can just select our platform do

Shopify now copy our tag

ID now we're just going to follow these

instructions so go to our shopy account

and go

to

preferences so it's online store

preferences then Google Analytics set

up and install so this is very similar

to the Facebook app that we

installed it's kind of they didn't used

to have these it's so it's pretty nice

but now uh it's like just a couple of

clicks compared to before open the

YouTube app on your

phone

interesting I think I have the store on

my phone all right I got

verified all right so we're just going

to click approve on all of these to

connect the

account there now it's

connected and it automatically found our

Google analytics

property

Connect Now list your products on Google

to drive sales and reach more customers

we're going to do that

next wow this is really nice this is

even easier than when I did it

last in order to link our product

feed uh we just have to confirm that

there's contact information on the site

which we have but just to show

you what that means this

qualifies and this also qualifies I

don't know why

that's so small but whatever and confirm

now Google merchant center account so we

haven't made one yet so we're going to

create

new wow this is so

easy don't even need a tutorial video

normally you had to go to Google

Merchant center.com and like then link

them all

and Google needs a valid business phone

number to activate your merchant center

account all right let's give them our

Google number give them our number get

code what all right well guess I'm

putting my own phone number in next it's

asking us to verify our product feed

settings which again this product feed

is basically the exact same thing we set

up for Facebook just for Google it's a

Target country and language United

States yes

shipping

settings yeah

automatically great conversion tracking

automatically on

Wow but just like that we have our

Google analytics setup let's double

check that everything looks good no we

don't want any of their

tips product title preference it doesn't

matter all right so let's let's go back

to our analytics

account now we're going to test the

website all right so the way I got to I

found the page the way you get to it

instead of going through this it's kind

of weird how it disconnected so you just

go to in Shopify Google settings I'm

going to pin this actually settings and

then click on the Google analytics link

and it'll pull it

up

and no I don't want any of those now I'm

going to save

it

edit it

scga cool so now we have our Google

Analytics set

up and there won't be anything in here

just yet but you're going to be able to

see a bunch of analytics once you start

driving traffic like where people are

coming from um the results of your

Google ads which we haven't set up just

yet we're going to do that

next and there's a whole bunch of you

can do so much in in Google analytics

but I honestly only really check it when

something is going wrong somebody who is

is like their full-time job is marketing

will be in here A whole lot more than I

am but it's just a good thing to set up

and then know that it's collecting data

in the

background so the next thing we're going

to set up is our Google ads account

which we do that just by from our Google

analytics on the left hand side

advertising get started

let's make sure that's the

right wow this is new

all right so in the top right I just

clicked uh create new actually let's see

if you can do it here

no so you just go to ads. goole.com and

click create new

account now the way that they so they

when you're creating your ad account

they try to just get you to make your

very first campaign be want to bet they

have some metrics around like user

Advertiser retention that when they get

you to launch something you're far more

likely to uh stick

around so but we're just going to skip

that for now

now

do Google ads uh support is far more

accessible

than uh the US is or than Facebook

is and for ad I'll just

do that

they also have a pretty good mobile app

way better than meta

meta's advertising app

stinks all right now I'm going to

bookmark

this Google ads now we're going to go

back to

analytics and Link

our

account CH Google

accounts there we go so the new one is

163 163 confirm next configure settings

enable personalize yep Auto tagging

yep enable personalize advertising

yep yeah

link created so Google analytics if you

haven't picked up on it by now it's kind

of like the Facebook pixel for Facebook

ads just what's going to be reporting

back to Google ads um so they know like

how it's

performing plus it gives you a bunch of

other useful insights that uh Facebook

doesn't really give

you next we're just going to bookmark

all of

our all of our Google related stuff

we're going to put in a nice little

folder so this is the Google uh merchant

center which is kind of like your

Commerce

account uh for Facebook

ads this is where where you manage all

your uh all your products and stuff

we're just come we're not going to do

anything right now we're just

bookmarking

it so we have it

later there's as you can tell there's a

lot of different accounts and stuff

involved with running these businesses

but uh it's really manageable if you

just do stuff like this so then you know

as you're watching new trainings and

other tutorials and

getting on coaching calls and we scale

and like it's very easy to navigate to

stuff and you're not like oh where's

that account like what's that URL gets

overwhelming very quickly so start doing

this get in the habit of doing that and

and um yeah it'll save you a lot of

Heartache all right so we don't have any

products oh wow it already

updated that's awesome

cool well we're going to talk about that

in a separate video but just for now

last account that we have to set up is

Google my business and this

is all the stuff that's going to show up

here on the right so your Google

business profile kind of like if you

search a local

business

um like let's look up uh really good

talk place in Austin torches

tacos

sure

no it didn't do

it see if yoga stay does it does it like

here so here's some of

it uh like how it pops up specific stuff

for your brand on the right hand side

that comes from claiming

your your Google my business

account so that's your Google uh

business profile so go to sign

in

seasonal

collections what create a

business peril

clothing clothing store is there

anything with

brand no

clothing clothing store

next you want to add a location

customers can visit no they don't have a

physical location where do you serve

customers

nope

us get updates about your business yes

okay now I'm going to enter a physical

address for uh for the business and then

in order to verify it they're going to

ship a letter to to that location and on

the letter it's going to have a code

that we're going to have to come back

and

enter okay they're going to send a email

code

so copy the code back paste

verify nice uh

open open open open

open and open we have to put

times 24 hours 24 hours

okay write a 700

character concise and

engaging Google

business

description about a print on demand

apparel company

selling high quality t-shirts with

graphic designs

named

seasonal

collections chat GPT is

amazing best part is that you can just

like brain dump like stream of

Consciousness and it's going to come up

with

re write it to be more

persuasive goal is to

get customers to click

cool copy

that just pasting the products that we

have for now you can always come back

and add different images or make custom

images but it's

not not a huge deal

oh crap I didn't realize that one design

says bomb in it

so to fix

that going to go back to our ad library

and delete that

design

delete that could have been

bad we have this one twice

I don't like that that one's still in

review shouldn't have taken that long so

deleting that

too all

right uh get

started no

okay so we went through all the Google

my business stuff you can see the

profile it's still pending

until um until they send us

that uh until they send us the thing in

the mail but until

then we're just going

to bookmark this

and I they used to have like a page

where you would sign in it looks like

they updated it so you edit it right

within the search settings which is kind

of smart because

that's like really what where it's going

to show up this is the only place that

Google my business like really shows up

is when

customers uh go to your store then they

want to find you again they look you up

or if their friend tells you about

it uh tell tells them about the store

and they Google you now instead of just

seeing like random stuff they'll see our

profil show up once we verify the

business so there we have it so we set

up our Google analytics account or

Google ads or merchant center and Google

my business those are all the accounts

you need they were all free to set up

they're good things that just set up and

now you can pretty much forget about

them aside from the Google ads and

they'll just be collecting data in the

background and then Google my business

makes you look a lot more legit when

people are trying to find you thanks for

watching and I'll see you

[Music]

soon after I finished setting up all the

Google accounts in the last lesson and I

was waiting waiting for the products to

get published to the feed I Got a

notification on my phone that our

merchant account had been banned and

I've honestly never dealt with this

before but I logged in and saw this

message it says Dear Google merchant

center user we've reviewed your merchant

center account and found policy

violations it was in violation of the

following policy abuse of the network so

Google doesn't allow malicious content

not us sites that offer little unique

value to users it's a little offensive

but it's not us either and our Focus

primarily on traffic generation or

Merchants who attempt to gain an unfair

advantage in shopping campaigns

Merchants who attempt to bypass our

review process none of those apply to us

at all so yeah there's no real it's kind

of feels like a Facebook ban like no

real reason to it my only guess two

things that it could have possibly been

is number one I've been using a VPN but

I've I always use a VPN so I'm not sure

why that would have been an issue but

like a abuse of the network that sounds

like like if you look here this is their

detailed explanation malicious software

no compromise sites no unwanted

softwares no yeah so none of these

really apply to us it's just an

automatic ban but the other thing it

could have been is that I noticed that

after I set up the account merchant

center account our VA was going through

and she was changing the mockups in

Shopify and as she was doing that she

deactivated all the products so that she

could change them without about it like

interfering with the site but when she

did that like we don't have many

products right now so it looked like the

site had no products so that's my main

guess is that they just didn't like that

they had a bot go craw the website saw

no products and that made us fall under

this category of sites that where is it

whatever the sites that provide little

or no value what we're going to do about

it is I went to their contact us and I'm

just submitting an appeal and saying

account suspension sending them an email

was your Google ads account suspended

for shopping yes okay so I'm not sure if

this is the right place to submit this

but I'm going to submit it anyway so I'm

just saying other policy violation give

the merchant center ID

URL it doesn't even apply to a data feed

so I didn't even set that up yet but I'm

just sending this message saying hope

you're doing well reaching out because I

got flagged basically playing the card

of like I'm just an innocent seller I

don't know what I'm doing and I got this

big scary ban message thank you in

advance for your help and then best

regards my name then I'm going to put my

personal phone number which similar to

trying to get a Facebook account back

very unlikely that they'll ever actually

call you just little extra you know uh

sign that you're somebody legit and

you're not just a scammer cuz if you

were just a scammer trying to pop up

fake accounts you wouldn't give a phone

number to make yourself easily

accessible to them so that's what we're

going to do and kind of ends up being a

good learning experience seeing that it

happens to everybody so if it's your own

accounts that this happens to it's

frustrating but just don't get worked up

over it just see what the issue is nine

times out of 10 it's just an automatic

flag and you'll be able to get it back

so I'm going to submit this now and I'll

keep you posted with any

[Music]

updates in this lesson we're going to be

setting up our Google ads so we've

already created the accounts and I did a

great job and got banned right away it's

now a new day and our account is still

banned which means I can't create new

campaigns which is a great timing so

instead of going through the setup on

seasonal collections I'm just going to

show you the campaigns in our existing

store just going to like blur out the

name names and URLs and stuff it'll

still give you a feel for the campaigns

we're setting up and again they're very

very basic there's really detailed

Google ad trainings out there that you

can go through but the ones that I set

up are just like the hanging fruit

biggest bang for your buck type of thing

my bread and butters always come from

Facebook so and the reason that we're

setting these up is to similar to our

email flows and automations it's like

once you set it up you can pretty much

forget about it and it optimizes really

well over time like here's our two

campaigns are the search campaigns and

then the pmax campaigns which pmax was

Google had a bunch of different ad types

like campaign types they basically

bundled them all together and that's

what we run now so here's the results

from the last couple of days like last

week on The pmax Campaign spent 131

bucks for just under $600 in sales which

is a 4.5 return which is awesome I would

do that all day every day they don't

spend as much though because it's mostly

running off of like a Target Raz that I

gave it so if I were to lower that Raz

it would spend more but the daily budget

is set at 300 and it's only spent 130

what is that like 20 less than 20 bucks

a day so that's actually crazy it's less

than 10% it's like 7% of the daily

budget yeah 6.6% so but I'll take it

it's running at 4.5 I'll take that all

day let's see what the return's been

Lifetime on this campaign yeah look at

that five so it's low much lower spend

than Facebook but running at a 4.8

that's awesome that's like 40% margin

that's what we're setting up so let's do

it so way you're going to do this is so

first you have to have your product

catalog linked which you can tell if

it's linked by going to the Google and

YouTube app and Shopify mine is not

linked right now because I got banned

yeah so all my products are not approved

which is super cool but uh if you don't

have my luck today then yours will be

approved approved and you'll be able to

link your merchant center to your ad

account so you do that merchant center

Google merchant center is where you

manage all your products it's like

Facebook like Commerce Center basically

the same thing it's where you manage

your product feed and then up here you

go to linked accounts and you link it to

your Google ads account I don't even

know if it's going to let me do this

because the merchant Center's banned

so yeah right it's prompting me to make

a new

one so yeah once your merchant center is

linked to your ad account and you come

into your Google ads account and click

this big Plus in the top Corner click

campaign and you're given the different

objectives that you can choose from

we're going to do sales

obviously conversion goal

purchases

continue and we're going to do so

there's search ads which we'll set that

up in a second then there's performance

Max which is the one that's basically

combining the rest of these so we'll do

that going to have you select the

merchant center account that you want to

use you'll go to continue

and start

new what do you want to focus on we want

to focus on conversion value and Target

row

as so I'll leave it at what it

recommends I think it's pulling that for

this account from what it's already

seeing then I'm going to optimize for

acquiring new customers so this is like

saying that I want it to run at like a

five row as which sure if that's what

it's recommended I'll take

it uh so if you lower this row as number

like if I said I only want to shoot for

200% which is a 3X that would obviously

get a higher spend like I would get more

conversions but it would just be at a

lower row as yeah you can play around

with that however you want and I'm going

to select bid higher for new customers

compared to existing yes all countries

and territories

English more settings add schedule yeah

all this can

stay yeah we can leave all this okay so

here we have to give descriptions of our

we have to you put in your URL and you

just say what products you're promoting

so we're going to say

t-shirt

t-shirts there we go and then what makes

your product or Services unique just

plug this prompt into chat gbt tell it

about your brand and it'll come up with

something good for you

oh wow they actually added this generate

assets oh this

is that's funny it generated these for

us okay and then this is where we really

build our ad and completely

transparently I'm I just come up with

random stuff and plug it in uh because

they give you 15 different slots for

your headline five different slots for

your long headlines five different slots

for your descriptions and then for the

images I just do a combination of our

best-selling product mockups and then

some like canva designed grid ads just

throw in a bunch of it and hit publish

and I know that seems like pretty simple

and honestly it is I leave everything

automated and pmax ads like you saw how

well they perform with for us and all

that I'm plugging in is random stuff

so like for the headlines I might

write let's see what yeah and it can

even yeah they have ai now that's going

to come up with it for you so you just

tell tell a little bit about your brand

have the AI generate for you I recommend

using up all of the slots though that's

the one thing I would say is set your

final URL as your collection page your

main sale collection page not your

homepage that's where we want to be

driving all of our traffic oh and make

sure that it's set to all products so

your collection page URL headlines just

use AI to generate them fill up as many

as you can fill up all of the long

headlines

descriptions and then images yeah I

already told you about those and then

for the logos you upload I think it it

mentions it yeah you want to upload

different versions for each so because

it's what it's going to do is it's going

to show your ads in different placements

so you can see what they look like here

but it's going to

like it's going to basically these ads

are going to go on YouTube Gmail it's

going to be in people's inboxes which I

always think is pretty cool uh it's

going to show up in search display and

discover and the display network is one

of the most powerful to me because

that's it's going to show to people all

across the internet like if people go to

CNN or Fox News those are both Google

Display Network sites meaning that they

give ad spots to Google to advertise on

and then they make a percentage of the

revenue but like there's uh and then by

us launching a pmax ad our ads are going

to show on those sites and fox and CNN

are just two random examples there's

thousands and if not millions of sites

that subscribe to the Display Network

basically renting out their websites

real estate uh for advertisers like

us then for your search themes so this

is where I would just put

seasonal collections so this is our

brand name actually we don't even need

to do our search campaign since they

bundled that into the pmax as well

because our search campaign was

basically since we don't have we're not

doing SEO cuz that takes months if not

longer to rank for keywords instead what

we would normally do is run a search

campaign for like our brand name so that

when somebody for example types in yoga

stay they're not not not when they type

in the URL when they just type in the

word okay that time it showed

up see that this sponsored ad so if

there was a brand that was similar to

the word yoga State just so happens that

yoga state has been around for like

three years now so it actually has some

organic SEO but if you're a brand new

company especially with like seasonal

collections if I

search seasonal

collections see there's all these

different it's a pretty generic name so

there's a bunch of different companies

that have that are going to show up

before me but then when once I get

unbanned and can launch my pmax campaign

I'm going to show up at the top like

this see how it says sponsored this is

where my ad is going to be shown which

is really powerful because we want

people that have been to our site to be

able to find us again easily we want

them to be able to go like oh what was

that site like seasonal shirts or

seasonal and they're going to type in

variations of the name we don't want

them finding our competitors all the

other similarly named things we want

them finding us and now the the pmax

campaigns do that for us which is which

is awesome then this last part down here

you don't have to worry about it because

we haven't like really started running

ads yet or like getting traffic but this

is your audience signal which you could

think of this as like a custom audience

or a lookalike audience from Facebook

it's essentially the same thing it's

where we give it a a segment of our

audience as an example of uh first

prioritize like showing ads to these

people number one but then number two

when you run out of those people to hit

with ads this is us talking to to

Google um when you run out of that

audience people start reaching out to

new like customers

so very they operate Google ads operate

very similarly to Facebook ads and Tik

Tok all of them pretty much do the same

thing as they're all built on the same

like marketing principles like the laws

of physics like marketing principles

don't really change like the technology

and means of distribution changes but

like the The Core Concepts don't really

so anyway so fill this out and then the

cool thing is that at the end when you

go to launch it it will give you a

feedback score like it'll tell you if

your ads suck or not which is kind of

useful they normally say your ads suck

but um and then when you get to the

budget uh I would just start off with 25

bucks a day again it won't spend that

that much it'll it's going to do a

fraction of it uh since we set our row

as Target so high but um yeah set these

up out of the gate and once your

audiences and your traffic starts

picking up they're going to start

spending a lot more and they normally

run like very profitably for us as

you've seen so that's how to set up your

pmax campaigns sorry that wasn't able to

click by click show you but yeah

hopefully this is teaching you

everything you need to know they're

pretty straightforward you can't really

mess these up Google does a good job of

optimizing it for you most confusing

part to me honestly is like knowing

which accounts which Google account you

have to set up and just get like getting

all that off the ground but then

launching your first campaign is

relatively straightforward at this point

used to be more complicated but there

you have it enjoy and I'll see you

[Music]

soon let's talk about affiliate

marketing and the quickest and easiest

ways to get this up and running and turn

your existing brand customers into

Advocates who can go out and generate

sales for your company in exchange for a

small commission so the app that we use

is called Goa Pro and the best part is

that we're on the free plan I don't know

how this works but we're on the free

plan with them and they like it does

everything we need similar to review

apps on Shopify there's a ton of these

out there they all do more or less the

same thing but let's take a look and we

can see back when we started on July 1st

up through today this app has generated

Us

$1,718 in sales which isn't as a

percentage of what we've done it's not a

massive amount full trans paren we

haven't invested a ton in like

experimenting with different ways to set

this up so I'm sure this number could be

a lot higher we haven't fully optimized

every area but what we have been able to

do is generate

$1,718 in sales from just

$1,845 in commission which doing the

math is a 10x row as and you'll know

from the traffic section or like the

Facebook ads that we're happy running it

like a two to a three row as so this is

extremely profitable for us in fact if

you just deduct like 40% for cost of

goods and like 5% for like transaction

fees and other stuff like the rest of

that is all profit so that's 8 to n

Grand in just pure profit from a free

app so how does it work the basic setup

they give you a ton of different options

and stuff here we don't do Marketplace

we don't do Post checkout popup we don't

do any of the marketing emails and stuff

all that we do is we go to here we go to

commissions and we set the commission

that we give you can either do a royal

is like a percentage based commission so

like if somebody generates $100 in sales

you give them 15% they would get 15

bucks we just give them 5 bucks flat

which is better for us because obviously

if somebody refers a customer then they

could be spending 20 bucks or they could

spend 100 bucks we don't know and we pay

$5 either way now the tradeoff is if

it's percentage based obviously you

might get more people to sign up

possible to play around with that but

FES worked well we get a really good

amount of people who refer to us every

month so here here's a list of all the

people that have signed up to be

Affiliates for our brand and as you can

see a lot of them at zeros like a lot of

them it doesn't really turn into

anything but then you have some that

drive like like this person Sheely

drives $6,800 in sales from just one

person now I don't know what they're

doing this is clearly somebody doing a

lot more than just sharing with their

friends maybe they have a similar

business or a business that's in a

similar Niche to what we're in I don't

know but drive $6,800 in sales we pay PA

them $730 in commissions so they've made

730 bucks in profit we made that much in

sales so like it's a win-win welcome off

this strikes me as somebody who like

posted a code on Deal site or something

CU they made it sound like it's a

welcome deal but it's not clearly so I

didn't set it up I'm fine with that like

sure go post it anywhere it's the same

structure like it's the same discounts

same amount in my pocket at the end of

the day but yeah so you set your

commission structure and then

and then you set what you want your page

to look like and then they give you a

URL that you just paste in like right

now the only place to find this is in

the footer of our website so that's

where people are going and signing up I

can't show you the page cuz this is on

the brand that we're actively running

and not trying to share so it doesn't

get botted to death but it's just a Goa

Pro on the free plan put a link in the

footer of your website set up a

affiliate Commission of five bucks per

order you can experiment with the others

if you want and that's pretty much it

the biggest key though obviously is that

you're not going to get any Affiliates

if you don't have traffic this took a

couple of months of us driving traffic

before we had people like really start

signing up and if you don't have a good

product collection this is not going to

generate any sales cuz one the potential

affiliate is going to look at your site

and say I don't think I can make much

money off this I'm not going to waste my

time and two if they do decide to sign

up and try to drive traffic to your site

none of the people that they send are

actually going to buy so that's a huge

prerequisite that can't be overstated

and there's just no way around that so

here's their pricing page so to upgrade

to premium it's $29 a month and we are

on the free plan so we're on the free

plan and then just occasionally Meg's

the one who monitors this but she will

go in and we link our PayPal account and

we pay out the Affiliates whatever

they've earned and it integrates so you

literally just click a button and it

automatically sends it out which is

really nice it's super easy to manage

something that we do track with the

financials though is whatever reward

balance we've acred that we have to pay

out to people but affiliate marketing in

general can be a great way to compound

your growth Alex rosi talks about it all

the time as it's the only way Affiliates

and referrals like the two go hand inand

referrals is like the only path to

compounding growth in any business which

is true if you get one customer then

that customer tells two people those two

people tell two more and then those four

till like it just grows and grows but it

all comes back to you need to have a

really good brand that people love and

there's products that people actually

want to buy but anyway go f Pro it's

free go set it up follow these simple

settings and might not get any

Affiliates for first day or week or

month or a while but once you do it's

basically free

[Music]

money understanding how to analyze and

read the metrics that you're seeing in

your Shopify Facebook and Google

dashboards is one of the most important

skills for successfully running not just

a print on demand business but any

e-commerce business and just a

successful business in general the

reason is that it allows you to see the

area of your business that you need to

be focusing on so that you're not fixing

your ad creative when it's really your

site's load speed that's wrong and

especially for beginners this is a

crucial skill because there's so many

unknowns so like you don't know where

you should be spending your time unless

you understand how to read the analytics

and see what it's telling you and so

that's why in this lesson we're going to

be learning that skill and then we're

going to be looking at two things first

is a spreadsheet that I highly recommend

every person who's launching this

business run on a daily basis along with

your financial reports that we talk

about later um recommend running this

spreadsheet every single day to learn

the ins and outs and get like a finger

to the pulse of these numbers it's the

biggest difference I see between

beginners and experts and Pros is

there's a lot of differences but uh a

clear one is the beginners have no idea

if you ask them what their cost per

click clickthrough rate CPM add to cart

rate if you ask them those n those

metrics they have no clue they might not

even know what they mean whereas the

experts the ones who have successfully

scaled these businesses or paid ads in

general to seven and eight figures they

know them cold they know exactly what

their metrics are because they eat

breathe sleep them every single day day

in and day out because they know how

crucial they are so filling out this

spreadsheet that we're going to show you

that we have a template of then second

we're going to be looking at our other

store that we've been running for a

number of months to give us a baseline

uh like expectation of like metrics and

kpis um like results that you could be

shooting for in each of these categories

so in our spreadsheet here this is our

our D Toc sales report which D Toc just

stands for direct to Consumer which

that's the type of ads that or marketing

that we're doing and the columns that we

have here are just the date so you

should be running this on a daily basis

your total sales and then your ad spend

and then from that you get your ad Raz

which is what Facebook reports in in its

dashboard and there's a difference

between your Raz which is what Facebook

is attributing its sales to which should

be relative accurate if you set up the

API tracking um there's a difference

between the Facebook rowes and your

overall like it's the fancy term is myrr

marketing efficiency ratio which is your

total sales divided by total ad spend

and then your cpms which is your cost

per thousand Impressions or otherwise

known as like generally how expensive

your ads are this is the one number that

Facebook like this is the Upstream

metric that influences everything then

our clickthrough rate more specifically

your link clickthrough rate I'm going to

change that

actually all right it's view only in

order to edit this you just have to go

file have to go file make a copy so your

link click through rate and then your

cost per link click which cost per link

click if you take away anything from

this lesson understand that your cost

per link click comes from your cpms

times your clickthrough rate so if you

have $100 cpms and a 10% clickthrough

rate you would have $11 cost per click

or if you have $10 cpms and 1% click

through rate you would have again $1

cost per click so our Target goal for

cost per link click is 50 to 75 cents I

really don't care what your cpms are or

your CTR I do but as long as your your

cost per link click is in a good range

if your cost per click is too high first

thing I look at is well what's high is

it cpms or the clickthrough rate and if

it's their cpms are high then the way

that you fix that is by just making more

engaging ads it's also like the

targeting like if you're in a really

competitive market like if you're

selling a business product for example

you're going to have much higher cpms

than if you're selling T-shirts and then

for your link click-through rate that's

so out of everybody who saw your ad what

percentage of them actually clicked on

it to get to your website and the way

you boost that number is first just

objectively look at your ad and say is

this interesting would I click on this

myself and if the answer is no then why

not but the main things normally come

down to ad creative number one which

also ties into the cpms they're both

related like make it more engaging

number two is your offer is not good

enough there's not enough urgency

scarcity or social proof easy way to fix

those is look at the competition see

what their ads look like pick through

find the best looking ones look at the

best practices apply to your ads launch

it in PPE campaigns see how it performs

run the best performers and conversion

ads next is the link click and page view

ratio which you would think that when

you get 100 link clicks you get 100

sessions on your site but that's not the

case there's always going to be like a

10 to 20% drop off rate so if you get

100 link clicks only 80 to 90 sessions

will actually occur because there's a

certain percentage of people that just

won't wait a long wait around long

enough for that free page to load which

is just typical the reason we track this

though is that as your site speed in

particular creeps up this ratio can drop

to like I've had sites where it's like

30 to 40% and it takes me a long time to

figure that out because I wasn't

tracking this but if you're keeping

track of what your link clicks are

divided by your page views then that

tells you you know where you're actually

no it should be the other way around

yeah page view divided by link click

yeah I'm going to fix that because you

want it as a percentage but anyway um

you want this to be around 80 70 to 80%

if it gets uh like worse than that then

either you're getting crap traffic so

check the your conversion optimized for

purchases you're not driving having like

uh traffic optimized campaigns and two

sight speed make sure that like run all

the sight speed tests we talked about in

the Shopify section and make sure that

you know it's not taking too long to

load next is your add to cart rate which

this is the percentage of people who get

to your collection page or product page

and then click add to cart typical range

for this we'll see in our stores like

anywhere from 7 to 10% nowadays it

varies a lot based on where the traffic

is coming from then initiate checkout

these are the people that added a cart

and then actually clicked continue to

check out and then conversion rate is

obviously people who got to the checkout

and then purchased and we talked about

this in the Shopify section but it's

important to look at each of these as

separate numbers most people when they

talk about their Shopify store they're

like my conversion rate's low first

question I always ask them is well which

which part of it is low it's not just

one number it's like and then they're

like well my add to card is 4% my

initiate I'm like stop right there

that's your problem why is it 4% go fix

that and the way you fix this you can

also find this on the DDC mirror board

but the way that you fix the add to cart

rate is by optimizing things that are on

the collection or product page if your

add cart rate is low you wouldn't fix

your conversion rate by changing things

on your checkout page because you know

that people aren't even the biggest

break in your funnel is people adding

products to cart in the first place

they're not even reaching your checkout

so why would you fix that when you know

that you know uh your add to cart rate

is the real problem you know that it's

either collection page or product page

and those are the sorts of things that

you would miss if you're not watching

your metrics sorts of things that I

missed for years so now you don't have

to so add to cart rate the way you

improve this is this comes down to

pricing site speed how this this is the

one that out of the whole conversion

rate three-step

funnel by far the most variables apply

to add to cart rate because it's the

entire site uh initiate checkout and

conversion rate it's like there's either

a problem at the cart page or on the

checkout page like it's one of the other

so there's a lot fewer variables add to

cart rate is basically everything like

do people like your product catalog are

your pictures good is your site speed

fast uh are there cross cells are there

upsells is the pricing uh competitive is

it uh like do you have a a popup do you

have a free shipping incentive so go

back and look at the the mirror board to

see other ways to improve these next is

your average order value on these types

of stores we want it to be around $40 to

$45 completely varies based on the

industry both of these conversion rate

and average order value veryy greatly

depending on the product if you're

selling you know a like3 or $500 Drop

Shipping product or like cold plunges to

use the example from earlier that are a

couple Grand your conversion rate is

going to be like sub 1% but your average

order value is going to be at minimum

whatever your lowest product cost is or

product price is like three to $5,000 so

your conversion rate for that kind of

business is going to be completely

different the reached checkout rate

that's the percentage of the people that

initiated a checkout but then actually

reached or out of the out of all of the

traffic that you send what's the

percentage of people that actually reach

checkout then Google we like to see what

percentage of sales is Google bringing

in email uh an email email revenue and

then email percentage the reason that we

track all of these is I want to see like

if our overall Raz for a day was down is

the reason really because of something

with the marketing or like on our paid

ads side like Facebook ads our main

driver or is it because email Revenue

went from you know 20% down to 3% for

that day then I would instead of looking

at any of this stuff I would go over to

our clavio account and see if you know

something off with our flows so this is

the spreadsheet that I recommend filling

in on a daily basis until you start to

get an understanding of a finger to the

pulse of like your cpms click the rates

cpc's conversion rates and so that as

those numbers fluctuate like they

inevitably will especially in the

beginning when you're not optimized and

Facebook certainly isn't optimized yet

it's going to feel like a rocky road but

it feels much more uh doable when you

actually understand what these numbers

mean like if you're conversion rate goes

like plummets one day you understand

like okay what are the levers that I can

pull how can I improve this compared to

just all right conversion rate like my

sales dropped why I have no idea that's

a pretty overwhelming position to be in

filling out the spreadsheet on

consistent basis builds the the

analytics muscle that you need to have

in order to be successful with this long

term all right now let's get some

Benchmark metrics to shoot for so here's

our store that we started back in July

1st and just looking at to the end of

March $913,000

9967 $91

13,969 56 in sales got it average order

value $44 this started out uh

lower yeah so this started out

no it says that it started out at 546

but I don't think that's correct but

anyway we you want your average order

value to be in the4 to $45 range if

you're not in that range go watch the

aov optimization lesson and figure out

why that is number of sessions 674 th000

and conversion rate this is a really

important one so our add to cart rate

was

6.44% our reach checkout was just under

5% and sessions converted was 2.5 so

from add to cart to reach checkout we

typically expect and you can expect

something similar we typically expect a

like 30 to

40% sometimes 50% drop off and from

reach checkout the sessions converted it

should be around

50% so you

see had um yeah 33,000 people reach

checkout just under 177,000 actually

converted so about 50% drop off 50% of

people that are going to add cart get to

check out and then when they see the you

know enter payment details here page

they just get cold feet and for whatever

reason they high tail it out of there

those are the people that we get back in

front of with our retargeting ads banon

card emails all that kind of stuff total

number of orders is

18,83 and our returning customer rate is

honestly pretty bad but this is a new

store it was 10.5% so what that means is

out of the uh 18,000

orders uh 10% of those were from

returning customers which is you know

1,800

roughly and something else to note is

that we have our Facebook shop set up

and that's not included in these

sessions converted so this I think about

50 Grand of these total sales came from

Facebook shop and those sessions this is

just counting your Shopify sessions

converted so if somebody went through

the Shopify checkout that number gets

counted here but if it was Facebook shop

settings or sessions then it doesn't get

counted here so it can be a little

misleading important thing I want to

point out though is the the massive

difference it makes whether if you're

running uh International versus us

traffic the huge difference it makes in

conversion rate so in the analytics I'm

going to go down

to the where is it there we go

location then sort by sessions so us is

the top it's the highest conversion rate

3.12 then UK is 2.8 3.1 so it's pretty

interesting that we only launched

International like a month or two in and

and yeah already it's overtaken the US

in number of sessions I think in

sessions yeah so International alog

together makes up over 10,000 of the

purchases we've had on the site us is

only 6.7 so what is

that 6.7 / by

16.9 yeah so it's 40% it's 6040

split but just notice how as you look

down the list of countries the the

conversion rates drop off substantially

so let's look at like the add to cart

rate for the United States

14.3 / 215 so about a 6.6% conversion

rate and then I even I can do this math

UK is about the same and

then uh so so this is something

interesting so that the conversion rate

from reach checkout to converted is like

6 I don't know 6.5% call it then what is

it

3.1 / 5.6 so it's 5.5 so it's like a

full 1% lower for us or for UK versus us

which doesn't sound like a lot but on a

percentage basis that's about a 20% dip

so the UK to the US it's a 20% lower

conversion rate from reach checkout to

session converted so thinking back to

our our spreadsheet if we were

optimizing this init this conversion

right here like we have a good add to

cart rate and we have a good initiate

checkout but it's just this last step

where people are dropping off so we ask

ourselves why is that why would the UK

drop off rate from initiate check out a

conversion rate be so much

different uh so what could it be that's

causing that so I'm not going to go look

at my product page I'm not going to go

look at my collection page cuz they're

adding to cart fine it's just this step

here and I'll just cut to the chase cuz

I know the answer it was that our it was

two things for a while UK customers were

were shopping in uh pounds and then when

they were getting to the checkout all of

our shipping rates were set up in US

currency so which is totally fine for us

customers they're used to seeing USD

through the whole website but then it

was UK customers were adding to cart in

pounds then once they get to the

checkout page they were seeing US

dollars for the shipping rates and

they're like what the hell like I would

be sketched out if I was checking out in

US Dollars and I see pounds for the

shipping rate I'd be like what just

happened am I on this same website is

this a scam I don't even know how much

I'm getting charged for that I don't

know the conversion rate so they

abandoned and then once that was fixed

it was still it's still a slightly lower

drop off because uh the shipping cost is

higher for that we're charging to people

in the UK and the first time they see

the shipping cost is on the checkout

agage yeah so where's yeah so

Indonesia here's an example of something

a place that has terrible conversion

rate partially because it's really bad

uh traffic like much lower quality

traffic but also because there's no

print on demand there's no printify

supplier that reaches Indonesia with

reasonable shipping rates so we pay like

I want to say it's like $10 for one

shirt so that cost gets passed on to

Indonesia and again they have a decent

add to cart rate not fantastic decent

reach checkout rate especially as a

percentage of add to cart it's just the

the drop off from here to there that's

really bad but I know exactly why that

is so those are some uh Benchmark

metrics to shoot for uh when you're

optimizing your Shopify store then in

our ad account very similar story it

varies greatly based on uh the location

of the traffic that you're driving and

like how optimized you are so but in

general we spent between July and March

spent 300 Grand our average cost per

click was 51 cents and our click through

rate is 1% which exactly like we were

talking about you can just by seeing the

cost per link click and the click

through rate you can you know reverse

engineer to figure figure out what the

cpms are like if I said that we have a

50 or 75 cent cost per click and we have

a 1% clickthrough rate just knowing

those two numbers you can figure out

that the cpms are

$7.50 like

it's it's that easy like so I I keep

repeating that because it's a really

important concept to like once that

finally clicked for me I felt like I

understood marketing or paid ads a lot

better just seeing how the metrics you

know interplay with each

other uh so let's look at our where's

our main us

campaign so here these

two filter filter by selection so these

two campaigns so one is USA one is

worldwide worldwide

excluding um excluding like India

Pakistan Trad and Tobago so us cpms

$10.20 clickthrough rate

1.39 average cost per click 73 I'm

perfectly fine with that for the US

International

$350 cost

cpms 76 click through rate 47 Cent cost

per link click so that's why when people

ask like what CPM should we be shooting

for it completely depends on what your

you're targeting like which which

countries are you going after and then

even more than that for whatever reason

the DPA campaigns always have a much

lower cost per link click like where's

the yeah so here's the our DPA

campaign uh and it's this was us

targeting so it's a US base campaign

exactly the same as this one but 46

cents compared to

73 but it has a lower conversion rate

but that's fine because it's much

cheaper traffic and the cpms are cheaper

I I don't really know why that is but

it's something you can expect with your

DPA C

campaigns and then let's take a look at

the country breakdown so looking at our

worldwide campaign I'm going to go to

breakdowns

country this might take a second because

it has to load a lot of data well made

me a liar and it shows us each of the

countries and we can see all the metrics

and see which ones are most profitable

what's the most expensive very similar

uh numbers to what we saw in our Shopify

store it's like 61 Cent cost per link

click for for UK and Australia is also

high but those were also the site the

countries that had the highest

conversion rate in our website so it's

kind of interesting how it plays out and

notice that the sites that or the I keep

saying sites the countries that had the

best conversion rates are also

ironically or not surprisingly the ones

that Facebook has allocated the majority

of the spend to so it's 29k to

UK 13 Australia then Germany Canada

France

uh New Zealand yeah that one's normally

up there and all of these perform like

pretty pretty consistently France is

interesting 3.22 that's really high

that's like a full one row As Above the

Rest

so um and then as for the add to carts

and checkouts initiated I these used to

be much more reliable than they are but

uh they're they're just not something

about all the iOS changes that happened

made it just not as consistent like

these numbers are super inflated but

anyway so 5,000 purchases from this

campaign on

96,000 spent what is that it's just

under

$20 yeah

$19.20 CPA so

$19.20 CPA and then our average order

value is uh

44 uh and it's actually it's higher

on it's higher on these on the

international um countries so called

like 46 so it's 46 divided by

19.2 is a

2.4 Ras then out of that we have like

40% cost of goods so this was running at

like 15 20% % margin but the thing to

remember is then we have all the emails

all the followup like retargeting ads so

the crazy thing is that we're profitable

on Front End customer acquisition a lot

of companies they run into a loss and

then they just plan to make the money

back over the lifetime of the customer

with these stores were profitable from

the very first purchase which is pretty

awesome

so to bring things home if you are

launching your ads and your return is

not great and you're wondering what's

wrong what's broken uh like why is it

not working assuming that you followed

the steps and you have like the Baseline

set up how we have it here like your

conversion optimize your website doesn't

suck uh you set up like the right

campaign types and

ad like your ads are following the

layout like you follow the kind of

creative we did that looks good gets

people to stop scrolling you have ADD

copy that's attention grabbing has an

enticing offer has a call to action

button if you're checking all those like

Baseline boxes and it's not converting

it could be a couple of main things

looking at the metrics will help you

figure this out but nine times out of 10

it's just that you don't have good

enough

products I'll just say it straight up

even if it hurts your feelings because I

care care a lot more about you hearing

the truth that's going to get you

profitable than you know me telling you

some BS to make you feel good like and

it's same was true for me anytime my ads

are not performing well nine times out

of 10 it's not because of the ads it's

because my products suck and but the way

you can really confirm that is looking

at your like your cost per link click on

Facebook uh if you're wondering if your

ads like what the issue is first look at

what's your cost per link click if it's

super high like if you're over a dollar

or $1

us traffic cost per link click then

that's a huge problem that's a sign that

you're probably not getting many

comments like shares uh you probably

have really high cpms which an important

factor that applies to all the metrics

we just talked about at least on the

Facebook side is that your Facebook

rewards uh advertisers that have

engaging ads they like seeing when

advertisers get people to like comment

and share if you if you look at your ads

and you have zero zero engagement then

that is a huge red flag and I guarantee

nothing else is working you need to have

products that people actually like and

want to interact with and that ties back

to everything we covered in the product

module but you know if you're if you

don't have like really good products it

doesn't matter what your ad copy is

doesn't matter if your offer is 100% off

uh like it needs to be something that

engages people but then say you have

that say you have cheap cost per link

licks you're getting traffic to the site

but just nobody's converting first thing

I would consider is that uh how long

have you been running it like is your

pixel optimized which you can see like

is it first double check that your pixel

is actually set up and firing properly

and it's receiving purchase conversion

events second thing

is seeing what if your ads are out of

their learning phase or not CU until

they're out of the learning phase you're

going to have a lower conversion rate uh

but then third thing is I would look at

is people aren't converting is it

because of the add to cart rate initiate

checkout or the conversion rate and then

if it's conversion or add to cart rate

like it normally is then uh I I would go

to the mirror board the D Toc mirror

board and look at all the ways you can

improve your conversion rate or your add

to cart rate um a lot of it comes down

to pricing but again we've given you the

Baseline things that we would do in

order to um you know get your site to a

stable conversion rate assuming you've

done all that another thing you can do

is come join we scale University get on

the coaching calls with us we'll take

look at your site you can ask questions

that sort of thing but all all the stuff

that we would recommend is really laid

out here in the course and anything that

I say on those calls is normally just

stuff that I'm regurgitating from the

course um but then say you know your add

to cart rate is good just people aren't

initiating

checkout uh then I would again it's on

the mirror board but I would look at uh

you know why are people not like check

out like look on look at the analytics

and see like is it is it people on

desktop or people on mobile who aren't

converting and then from there figure

out why like if it's people on mobile

aren't converting then uh look at your

mobile conversion rate breakdown by

going here look

at your device type

and see mobile desktop tablet look

desktop is 4% conversion rate mobile is

2.3 now a lot of that you you know think

of the whole picture why would mobile be

a worse conversion rate it's like well

when people are on their phone they're

out and about that sort of thing but if

you're on your desktop you're sitting at

home much better position to be you know

shopping so keeping those things in mind

but if this is like abysmally low then I

would pull out my phone go to my website

on an incognito window to make sure it's

not giving me a cached version make sure

I'm seeing what the rest of the these

users are seeing and go through the

checkout process and if I'm still not

sure then send it in we scale community

and get some feedback nine times out of

10 when I look at somebody's site it's

like glaringly obvious stuff like I land

on the page and I get smacked with a

popup right away or like you know the

colors are all off or the pictures are

way too big or like they basically just

go back through the solution is just go

back through the conversion rate

optimization

lesson and then if you're like okay I'm

getting good cost per link clicks people

are converting on the site but my

average order value is super low again

go watch the average order value

optimization session but a lot of it

just comes down to making better

products and last piece I'll say about

this is that learning the analytics and

how to read the data is crucial

everybody should absolutely do it but

reading the numbers and like tracking

your kpis becomes 10 times easier and

almost obsolete when you have really

good products like you could take a

beginner who has no idea what they're

doing and have them make seven figures

in their first year if they just have a

viral collection of products and it

doesn't even have to be like the full

collection like if they just have five

or 10 really good winners that go viral

like uh you could take somebody who

doesn't understand any of this stuff and

they do really well but anyways I've

talked about this a lot now so hopefully

this answers your questions gives a a

good frame reference for how to look at

your analytics and uh like what to what

to do with it but fill out that

spreadsheet every day start to flex that

muscle and you'll uh you'll get better

at it over time so thanks for watching

I'll see you soon

[Music]

these are the most common advertising

mistakes that I see beginners making

when launching their first campaigns and

all these mistakes I've made more than

anybody else so any of these apply to

you don't feel bad just learn from it

and get better in the future so the

first ad mistake that I see is people

just not testing enough thinking that by

just launching four ads following the

campaign structure that we've covered in

in this training or others and and think

that because they've just followed that

structure just B ads should be enough

and they should be getting at least some

results and the fact that they're not

getting any good results shows that just

this whole thing doesn't work and

nothing could be further from the truth

all of the biggest and best advertisers

what they spend their time doing is

testing a ton now in this course we've

given some baseline examples of like

template ad copy creatives how to

structure the campaigns then we honed

our focus by looking at the pie chart of

like what matters most

but you have to be constantly revisiting

that and iterating in different areas

don't just take like the Baseline

examples we give you look at the

competition look out at the market read

advertising and marketing books and

learn what you can about things that you

can test but the biggest things to test

are number one new products especially

for print on demand where it's a catalog

focused differentiator rather than just

product quality if you're like a single

product funnel your product catalog

number one number two is the creative so

better videos pictures slideshows more

gauging content that stands out in the

feed third is your ad copy and offers

and then fourth is like your headlines

then fifth distant fifth would be your

targeting all of that stuff like back to

the the pie chart is pretty replaceable

with all of those other things like it

doesn't matter nearly as much as your

product and your ad creative two biggest

things but you have to test a lot you

have to be testing 30 4050 ads you have

to be running these different types of

campaigns to find your winning ads but

people who end up losing money with

advertising just don't test enough and

by the way testing does not need to

equal spending a ton of money testing

can just be putting up a lot of

different ads that within one ad set

like up to 10 at a $5 engagement budget

and let Facebook find like just giving

it enough ammunition to find

Winners a second is inaccurate tracking

so not setting up your API tracking if

you're using Shopify that's a huge no no

especially nowadays with iOS updates and

all of that you need to be tracking

properly you don't necessarily need to

go as far as using a software like hyos

like we used to do but at higher spends

it can definitely make sense third

biggest mistake advertisers make is not

understanding the metrics that's why

I've done a detailed lesson about just

reading the numbers understanding what

they mean and painting a picture because

if you don't understand the metrics like

you won't at the beginning it's going to

feel like a foreign language but it's by

far the most important skill out of

everything we've covered because it

allows you to hone your focus and see

where you need to be optimizing in your

business and just by understanding how

the metrics work you can be working on

the right thing and not the wrong thing

and beginners that don't understand the

metrics focus on the stuff that doesn't

matter like they'll be writing new ad

copy and testing their Emoji placement

and like you can go really really deep

on any area this business and beginners

do that they go like really deep in one

area but it's the area that they just

find easiest or most entertaining or

most rewarding CU it makes something

aesthetically different about their

business that's cool to them and it's

something tangible whereas what they

should actually be doing is looking at

the metrics and seeing like what are my

clickthrough rates my cpms my conversion

rates my add to cart rate all the

numbers and then fix the thing that's

broken fourth this is an obvious and

easy one to fix is not being conversion

optimized I hear this a lot I'm getting

really cheap clicks but no one is

converting 90% of the time I look at

their ad account and their campaign

objective is for either link clicks or

engagement no wonder you're not getting

conversions you just have to follow the

structure that we laid out and make sure

that you're telling Facebook we want

people to buy AKA conversions purchase

optimized the fifth thing is they will

launch their ads and then just don't

touch them which is fine not touching

them is good once you have good results

and you're profitable because then at

that point you're just you want your ad

account to like optimize you want your

ad sets to get out of the learning phase

in the beginning you are not at that

point if you've never had good results

before like your ad accounts never been

profitable you should not just be

launching and then not touching anything

because you want to be launching and

then watching and learning and seeing

what's working what's not come up with

your own hypotheses as you're launching

your ads like I think this one's going

to do well and then see if you're right

but the worst thing you can do is follow

this what we've laid out for you follow

it to a t launch your ads and then just

sit back and think okay I followed what

what Chris showed now it's time for the

ads to do their thing I can promise you

that is not going to work the only way

your ads are going to work is if you

follow what we laid out as a Baseline

and then you take it a step further you

really start learning and understanding

the stuff for yourself understand the

metrics and like I sound like a broken

record but I'm going to keep saying cuz

it's all you have to do you work on your

product collection you understand the

metric so you're working on the right

areas of your business and then you come

up with ideas or things you want to test

and then you do it in your ad account

worst thing you can do is launch ads and

then get too nervous to touch anything

and you just sit back and then a week

later you're like all right now I've

spent more money than I'm comfortable

with and I got nothing to show for it

the way you get something to show for it

especially in the beginning is by

launching and then watching it like a

hawk and learning that's what you should

be doing the sixth mistake that I see is

beginners try to come up with something

completely new and original out of the

gate which is fine it's good to have

creativity but take your ideas and put

it on the back burner if you've never

run ads before you have no frame of

reference for what's a good idea and

what's a bad idea everything's going to

seem like a good idea to you cuz you

have no experience and I'm talking to

myself I did this exact same thing now

what I do and a much smarter way to

approach things is when you go to launch

ads or anything in business really look

at the competition see what they're

doing take notes see what their offers

are their ad copy their creative their

landing pages their products their price

points their catalog all of that stuff

and then see their Shopify apps go on

builtwith

docomo and to maximize their LTV all of

that ties into your ad performance

beginners don't do any of that they just

sit down and they try to come up with

something new they order a t-shirt and

like take pictures of it and try to make

cool backgrounds and then use that as

their ad creative don't do that save

yourself the time just follow what we

laid out here as a baseline get your

foundation and your ad account for print

on demand products at least for for Tik

Tok and other channels it's different

there you have to or not even really

different there you still look at the

competition you see how people are

advertising or showing off their product

get your own ideas from that of like

ways you can iterate off of that idea

and then re-shoot that same type of

video just in your own way so you're not

exactly copying anything but that's how

you would do it on Tik Tok Facebook same

thing all these principles hold true but

don't be the beginner who tries to come

up with a brand new idea as a beginner

your goal is to learn from what others

have already proven works and then once

you get up to that level that level of

performance and knowledge and just

experience with marketing and the

business in general that's where you

start to introduce your own ideas and

your own unique flare and the last and

most pervasive mistake that I see

beginners making that took me the

longest to learn this one is thinking

that you can solve your ad performance

issues just within the ad account

thinking that okay my Raz is dropping

the way I'm going to fix that is by or

even better yet I've never had a good

Raz I've had bad ad performance I'm

clearly doing something wrong in my ad

account and spending 100% of your time

and focus just in the ad account is a

huge mistake that I see beginners making

because the missing link there is the

10,000 ft view back to the brick and

mortar store metaphor is that just

getting people to come into your shop is

just one step of the process like if you

walk by if if you're talking to a store

owner they like yeah I don't know why

what's going wrong like people are

coming in but nobody's buying like I

have my billboard out there and then you

look inside their store and they have

like two products on the shelves and one

of the products is out of stock and

inside it's dark and dingy and their

customer service reps are mean the

people working at the counter but then

the business owner the store shop owner

is telling you yeah but like so I'm

going to take that billboard down I'm

going to put up a different one I got a

new idea for a picture cuz I saw

somebody else's billboard down there

that looked good so I'm going to try out

that to drive traffic in would you go

yeah that's a good idea you should

really fix that billboard cuz that's

clearly why you're not getting any sales

you go no screw the billboard it's

working you're getting some people in

the door your problem is in your shop

you have no products you your store

sucks stop looking at the billboard the

big obvious or easy to point at thing

and start fixing the actual business cuz

when you have a really good business

with products that people love that they

want to come back and buy from you again

and again then the marketing becomes

honestly dead simple the marketing

becomes the easiest thing in the world

because all you have to do is just drop

a match and the rest takes off when you

have a product that people love and they

want to tell their friends about just

getting people in the door becomes so

easy marketing becomes more challenging

the worse your product is there's an

inverse relationship between the effort

and how hard your marketing is going to

be how much of an uphill battle it's

going to be and the quality of your

product if you have a 10 out of 10

quality you can put a one out of 10

effort into your marketing and get still

insane results that's why Elon Musk with

his companies he doesn't like focus on

marketing hardly at all his whole

philosophy is around just build the best

product in the world that people have

ever seen or never seen a lot of times

with his companies and the marketing

takes care of itself and when I was

running some of my early stores I would

have this exact thing happen where we

would have like good performance for a

little while and then it would start to

drop and for whatever reason I would

just I would start honing in on the

marketing I viewed myself as like a

Facebook ads guy I was like this is my

thing like I can fix this start tearing

apart all the metrics and stuff and it

wasn't until I had tried and exhausted

everything I could think of in the ad

account fixed everything in there and

performance was still low it wasn't

until that happened that I finally

picked my head up and looked at the

store and looked at the whole customer

experience and figured out what what was

going on and that's when I started

noticing some pretty obvious things like

some of my top sellers were out of stock

or the collection had been accidentally

re sorted from newest to oldest instead

of by Best Sellers or that PayPal had

locked our account for some reason like

we need to verify something so customers

weren't able to check out with PayPal

anymore even though they were seeing the

PayPal logo everywhere they would expect

it they would get the checkout and they

couldn't buy huge issue or like uh our

prices would be all jacked up if

somebody ran a bulk product edit and

threw something off all of our products

are wrong those kind of things those are

obvious examples but I wasn't catching

any of that stuff because I was just too

focused on the ad account and when I

used to help people with their ads

before I used to just look at the ad

account I would say okay you have an ads

problem I'll help you with the ads

problem now before I even look at the ad

account I look at the entire business

cuz if you look at the quality of their

site of their products I can normally

guess like where the break is if they

have really good products and a site

then fixing the ads is the easy part but

if you try to help them with the ads and

you know the inside of their store the

lights are off then there's no point

you're wasting your time those are the

most common mistakes that I've

personally made and that I see a lot

hopefully you can avoid some of them

[Music]

too module 7 emails this is by far the

most requested lesson or course material

out of anything I've put out on the

channel so we're really excited to

finally be bringing a cohesive email

marketing training to you you guys and

not only that it's also going to include

a bunch of templates and examples and

things that you can just basically

copypaste into your own account similar

to what we're doing with the ads and

Shopify store to get you to a baseline

level of performance because our goal is

to get you out the door and profitable

as quickly as possible and then there's

obviously lots of ways you can iterate

and improve from that point onward so in

this video we're going to quickly go

over some of the key elements for this

module along with the lesson plans and

answer some of the FAQs when it comes to

emails and cover some of the things to

watch out for as you're going through it

so the lesson plan first we're going to

obviously set up our clavio account

which is our email software they have

entry level plans that are pretty

affordable and their pricing just scales

up uh based on the number of subscribers

you have this is how all the email

providers do it and there's clavio

MailChimp active campaign I mean there's

a ton of different emails softwares out

there but we use clavio because just

like Shopify is the website builder

specifically for e-commerce companies

clavio is the email software

specifically for e-commerce companies

then in lesson two we're going to be

setting up your lists and customer

segments this is uh going to be similar

to our Facebook audiences our custom

audiences uh where it'll automatically

populate based on the parameters that we

put in place we're going to set up our

list in segments that for like existing

customers abandoned carts initiate

checkouts all that kind of stuff and

then we're going to be setting up the

flows on top of that don't worry if it

sounds complex Meg is going to be

leading you through all of this stuff

and clavio also makes it really easy a

lot of the stuff we're going to be

setting up comes out of the box and then

Meg is going to be pointing you in the

direction of you know what's worked for

us and show you the emails and flows

that we're setting up for seasonal

Collections and three is the flows and

automations which if you're not sure

what that is just stay tuned for Meg's

training she's going to give you a great

overview but the basic idea is just like

when a customer gets added to uh an

audience say like once somebody

purchases we're goingon to be setting up

flows to we don't want the conversation

just stop there with the customer that's

what different what's different about

what we're building like a Shopify brand

compared to like Etsy Amazon or even

drop shippers we're able to continue to

build that relationship with the

customer to get them to come back and

buy again deliver more value improve

their lives bring more happiness all

that kind of stuff the way we do that is

by continuing the conver ation so once

somebody purchases we are going to set

up a a flow so that uh like 2 hours

later it sends a welcome email telling

them about the brand then uh like 2 days

later it sends a follow-up saying like

hey your package is on the way then like

a week later I'm just spit bonging these

aren't the exact emails but like a week

later it's like after they get their

packages we're going to send them an

email saying like hey did everything

turn out the way you hoped let us know

if there's anything we can do and then

we're we're also going to set up like a

cross sell flow so after somebody buys

you know a t-shirt we can cross sell for

other products that can either be like

other designs of the same product type

or it can be like hoodies tank tops crew

necks or if you launch Like Home Decor

like any other products that your

customer would be interested in once you

launch them you can set up flows and

automations that they automatically find

out about them then we're going to talk

about uh sending email campaigns which

the difference between campaigns and

flows SL automations is campaigns are

just the one-off blasts that you set

send to people so like your entire list

send them one message uh or you can

segment it send it to you know your most

active buyers most loyal customers but

an example campaign would be like if

after we launch a new collection like

when summer comes around and we're

launching the summer collection we'd

send like a couple of email campaigns

leading up to that like you know a few

weeks before it launches then a week

before it launches then day before then

day of like building up hype about the

new designs that are launching and then

say it's like a special thank you for

being on our email list here's a 15% off

discount and those emails especially the

ones where you talk about uh new

products being launch normally do

extremely well but Meg is going to cover

that in a lot more depth and then I'm

going to be showing you how to set up

our email popup so this is the exit

intent like email capture page or popup

rather it's not a separate page where as

somebody's leaving your page to exit the

website for whatever reason you we're

going to pop up show them a discount

code to try to get them to convert in

that session but if they don't will at

the very least be building our email

list which is again a huge asset for the

business in general so there we go took

the words right out of my own mouth so

your email list is a valuable asset that

you build up as a Shopify seller that

other platforms don't allow you to do

like Amazon Etsy sellers they don't have

these assets whereas you are going to be

building a list of your customers that

you can sell to anywhere and the

interesting thing that not many people

are aware of but you can Leverage your

Shopify list if you decide down the down

the road that you want to launch on Etsy

Amazon other marketplaces you can use

your existing customer base to jump

start your growth on those platforms

like all those marketplaces love when

you send external traffic especially if

it converts really well so it's almost

like a cheat code to be launching on

Etsy after you've already built an email

list rather than if you start from

scratch like you're just playing like

the SEO game running you know you have

to load like thousands of products in

order to start seeing real traction with

an email list you can start seeing sales

like relatively quickly and the reason

that these platforms don't give you the

customer data is if you picture every

time you bought from Amazon what would

what would the experience be like for

the customer if you got added to a new

email list like every individual brand

that you've ever bought from like I

bought hundreds of products off of

Amazon if not more and all of them

almost all of them come from separate

Amazon sellers so imagine if I was

getting added to a 100 plus different

like email lists for these different

brands it'd be a terrible experience I

would get annoyed with Amazon so Amazon

doesn't allow that and then your list in

segments are making sure that we're

splitting up the customers so we're

talking to them in the right way like we

don't want to be sending a salesy like

you know new collection launch email to

people who have have placed an order but

haven't received it yet that would get

kind of a WTF type of moment so we're

going to be segmenting people so that

we're speaking to them in the right way

and again Meg's going to be the one

leading through all this and my personal

favorite part about setting up the

emails and the flows and stuff is that

it's a onetime Time investment for the

most part on your part like it does take

a lot of time to set up these flows but

like anything but the really good thing

is that since especially since you're

copying are basically proven flows that

are going to get you sales at least to a

certain extent you just set it up once

and then they run for forever that's the

flows and automations the campaigns you

have to send yourself but flows and

automations bring in like 15 to 20% of

revenue for us generally and that's just

like pretty much all profit Minus cost

of goods so there since there's no add

cost on that so it's really cool that

you know it takes a lot of time but once

you do it you reap the benefits of it

for months and years to come an

important topic that I want to touch on

or concept to bring home is LTV which is

the lifetime value of our customers and

this is like everything that we're

building towards is all about the

lifetime value cuz we have customer on

our other stores that you know they buy

one time they have an amazing experience

and because of that then we follow them

an email they come back and buy from us

again and again and again and so then

the reason that's super valuable is that

we have the acquisition cost our ad cost

on the front end on the first purchase

but then this fifth sixth seventh eth

purchase are all just profit it's just

our cost of goods to fulfill it but

there's no acquisition cost for each of

those so it's a much better margin so

email enables us to increase our LTV

because we're building a relationship

with our customer and the point of our

emails is not just to sell it's to build

a relationship and you know email

strategies vary a lot based on different

brands that's why I recommend go through

the the mirror Board of all the

different print on demand websites that

we shared and sign up for each of their

emails uh like go through their site

sign up on their exit intent popup and

then even more than that see what their

abandoned cart emails look like and if

you want to go even further place a

purchase and see what their postp

purchase flows like like that's where

you can like really get interesting cuz

you can get access to literally

everything that this company these

companies are doing and reverse engineer

like okay this is what this flow looks

like but then you know uh Wicked close

is doing something different that's

interesting and you can learn from all

their flows just by signing up for their

list and looking like a customer and we

ran a test on uh two of the old Brands

one of which was yoga stay uh and on one

brand we did just a bunch of salesy

emails it was like discount

like every other day like uh buy one get

one free it was just sale sale sale and

that email list it did well for a while

like it was just all sales driven but

eventually it started to Peter off and

customers got tired of it our

deliverability dropped which we'll talk

about but overall the performance

started to dip whereas on the other

brand what we did yoga stay we did value

based emails so we were talking about

like what it means to be a yogi like

daily reminders to or not not daily but

like reminders to just breathe like this

two Shall Pass stuff like that and

people loved that stuff and a lot of

those emails it was just text based it

didn't even have like a link to buy or

like mention a product or discount or

anything and those emails would still

drive sales because people love them so

much so that's something that I have to

you know still remind myself is that

you're on the other end of those emails

you're sending is it's real people real

customers and if you think of yourself

and your own emails that you receive how

much fun is it to get just blasted with

sale sale sale maybe around Black Friday

in the holidays sure but throughout the

year you don't want to feel like you're

just getting you know rammed with sales

emails you want to feel like the brand

actually cares about you and they're

trying to provide like a Goodwill and

they're trying to bring value to their

list and build up Goodwill with you so

module FAQs so when it comes to emails

like I said it's set it up once and you

can pretty much forget it but the caveat

of that is that since it is such a big

time investment I don't invest the time

in building out all the flows and

automations until I know that it's a

brand that I'm going to stick with so

what I mean by that is that the like if

I have a brand that I'm testing and I'm

launching for the first time I'm going

to build like the basic automations like

mainly the stuff that Shopify already

does for you and then I'll do like some

welcome flow stuff but the I'm not going

to invest like the and it's not a ton of

time but like over a weekend you could

bang it up but it'll take like I don't

know 10 12 hours probably to set up all

of your flows

and if you haven't even gotten your ads

profitable yet or at least seen really

good signs you don't want to go and make

that huge investment in the time that it

takes to build out those flows just to

have to just to figure out that like

this Niche isn't going to work or you

have to Pivot so I normally wait until

after I've gotten a proven like a store

that's proven to work and then I double

down and invest in all the stuff that

Meg's going to be showing you uh so how

often should we be sending our email

campaigns two to three times per week

space it out by two or 3 days try to do

like two content or like value based

emails in whatever your Niche is and

then one sales email uh and then to

answer the question of what makes a good

email just do what I already said go

check out the mirror board get on the

list of all of the top sellers you're

going to learn a ton honestly everything

we're showing you in the email training

it's good to get to a baseline but

there's so much more that can be done

with it that we haven't even scratched

the surface on like a lot of brands that

like e-commerce Brands they're at like

30 40% of their revenue comes from email

and SMS us we're at 15 to 20% my focus

my specialty if you can call it that has

always just been on the the marketing

like the paid ad side so there's some

like email gurus out there that can

really help you you know ratchet things

up but just looking at the competition

is a great great place to get started so

and with that I'm excited for you guys

to go through this module I hope you

enjoy it and I'll see you soon

[Music]

in this module we're going to go over

how to connect your clavio account to

your Shopify store there are a few ways

that you can actually set up clavio

clavio is the email marketing company

that we prefer to use you can absolutely

use other companies like MailChimp drip

is another one typically though we've

had a great experience with clavio

overall and can't recommend them enough

so of the ways that we can actually

connect our Shopify store to clavio is

just by going to the App Store and

typing in clavio there it

is we can click

install install this is basically just

saying clavio needs to have access to

your customers contacts because if

they're signing up with their email

that's how clavio then gets their email

to send them information okay so once

all this information is connected you

can just click get started so this is a

great way of going about it by going

from Shopify to then clavio because it's

then already connected to your store

you're signing up with clavio and then

it'll move into clavio main page so

you'll already have the integration

already set up and behind you which

makes it really easy sync our data yes

we want to sync these settings if you

have a Shopify store already and for

some reason already have profiles maybe

you've been selling for a little bit but

you want to switch your email provider

profiles that already exist in Shopify

you can click this as well and it'll

connect those customers to your clavio

account I don't think we have any meta

fields we shouldn't so we're going to

click continue Yep this is our sender

information we can say that this is the

name that we want it sent from as well

as the default sender email address how

do you want to reach your subscribers

typically we have better luck with email

you can sign up for email and SMS for

the case of this learning we are just

going to sign up for emails only at this

point and then we will check our email

to activate our account okay so we

clicked on that email we activated our

account and now this is what we see

we'll go through this setup and get

things

rolling okay that's turned

on there we go so it is enabled return

to our

dashboard okay let's go back here set up

email subscriber list

list yeah we can just say for now we'll

just say

newsletter okay so the next thing that

clavia is going to ask you is how do you

want to set up your main email list

would you like to do a double optin or a

single optin so single optin means your

customer is just going to put in their

email address and they'll immediately

then be on your email list a double

optin means they sign up they have to go

to their email and basically confirm

that they would like like to receive

emails from you so again clavio is going

to recommend this because it prevents

Bots from signing up and people using

invalid email addresses and adds you

know improves your reputation and all

that we like the single optin because it

is just fewer steps and then people

don't get annoyed that they're then

having to click submit and then getting

another email to get the discount it

just can sometimes feel like it's too

much so we just do a single optin we've

never had an issue with Bots putting in

emails on our site I don't think we've

even had invalid email addresses either

if they do like bounce or people don't

get them like we filter those out

already so again this is completely up

to you what we do and what has worked

for us has been the single optin click

next Okay so we've set up our main email

list let's get subscribers so you can

actually import your contacts to your

list we don't have any contacts because

this is the brand new store for us we

can also take this time to to create a

sign up form so this is a great time for

you to set up a form for people who come

to your website the popup screen comes

on after you know maybe a few seconds or

after they've clicked on a product and

says hey would you like 15% off for

joining our mailing list person can say

yes or they can say no but this is where

you would create that popup form so

we'll skip this for now because you can

do that later it doesn't have to be

right now again no contacts to import

build our library confirm our logo brand

colors creative assets yeah know we can

skip for now as well and then invite our

team if you have other members of your

team that you're working with you can

invite them to your account so that they

can work on the email account as well or

you can just hand out this email account

with the password to whoever is working

on it if you trust them completely so we

can skip this for now again don't want

to pop up now as you can see this is

going to trigger you to create a welcome

flow we're going to get into What flows

campaigns are and really diving deep

into clavio and what they offer really

how we can use email as a great strategy

to get customers back to the site and

again just helping to increase Revenue

overall but this is how we would go with

setting up clavio and connecting it to

your Shopify store again if you go from

Shopify download the app it just is such

an easy way to integrate all of it

together like you don't have to go and

backtrack or like Google how to connect

it it's just an easy way to connect

things nice trick of the trade after

learning it the hard way multiple times

take it for me do it the easy

[Music]

way in this module we're going to be

going over the difference between lists

and segments on clavio for your email

marketing so if you look at the Le hand

side we have a few different options to

choose from we're going to go down to

audience we can click that down arrow

you'll see they have lists and segments

as well as profiles so first let's go

over profiles that's where all of your

customers are going to the database of

customers pretty much so if I were to

check out on our website and I signed up

for email marketing all of my

information that I gave to Shopify would

then show up here with my email email

address or I guess my profile name our

email address a phone number if we gave

it when we joined Etc so this is where

you will be able to see all of the

people on your email list now we can

look into what we call lists and

segments lists and segments are

basically just a way for us to organize

our customer list because the last thing

that we want is to just be sending

emails out to people who aren't engaged

don't really interact with our company

don't open our emails you know we don't

want to just be sending emails out to

everybody for it to just go straight to

the trash so it's really smart to make

lists or segment your customers into

categories that fit for them so as you

can see we can click create new so we

can create a list this list would maybe

be like you could take a poll and have a

list of people who want to receive

certain emails that's a way of making a

list that would literally be putting

individual names or individual emails in

a list and only emailing that list a

segment is a little bit different it

uses actions that your customers have

already done and then is able to place

them into different areas based off of

those actions so we like to create

segments we can name a segment

engaged

45 and then we can basically give this

segment the actions that we would like

in to sift through our database of

profiles and find the right customers so

what somebody or someone hasn't done so

we can say they have clicked an email at

least once in the last 45 days and they

have we can say that they were active on

site or even viewed a product you can

say active on site at least once in the

last 45

days and so you can basically just keep

going and keep feeding these segments

very specific actions and this way we're

going to tailor the right people to be

sending emails to and it can kind of

look a little messy I'll show you when

we send a practice campaign email really

all the people that we're targeting and

want to send emails again we don't want

to be just sending emails out to

everybody for them to go to spam or for

people to not click on them or for them

to just be tossed to the side that's the

last thing that we want we want people

who are very engaged with our brand who

are repeat buyers who open our emails

engage with us those are the kind of

customers that we really want to be

targeting and addressing our emails

[Music]

too flows are an extremely important

part especially for building a brand it

helps to build customer trust as well as

build a really great asset to continue

to generate Revenue without you really

having to think about it which is great

who doesn't want that so in this module

we're going to be talking about What

flows are as well as the 10 different

types of flows that Chris and I set up

for our brands that are just constantly

running in the background now there

isn't a lot that we're going to really

do it's just going to be more explaining

what these flows are and I'll later show

you how you can set up one of these

flows somewhere around this video I have

linked all of our different flow

triggers all of the different flows that

we use in set up as well as the text

that we include in these flows so that

you can take a look and tailor these to

your own brand it's pretty much as

straightforward as building 10 different

email flows can go let's get into it if

you go to clavio again we aren't really

doing too much at this point but if you

go to clavio you'll see on the left hand

side that there is this flows button you

can click that and here this is where we

can create those flows now flows are

great because as I said before they are

constantly running in the background you

can set up what we call triggers which

are similar to customer segments like we

talked about before so these triggers

will basically segment your customers

into deciding what emails they will or

won't receive for example you have a

abandoned cart flow this goes to your

customer who has signed up for emails

but for some reason they did not check

out that customer is going to be put

into that abandoned cart flow and

they're going to get emails that say hey

why didn't you check out and if it's

been some time hey here's a 10% discount

want to check out your cart now so it

segments those customers based off of

the behaviors that they've taken on your

site these flows are great because

they're constantly working in the

background doing all the hard work for

you you basically just have to take the

time to initially set up these flows let

them run for a little bit and then look

at your analytics and see which emails

are performing the best how can we then

take those best performing emails and

tailor them for all the different flows

that we are going to set up so let's get

into the 10 different flows that Chris

and I actually set up for Our Brands the

first flow is going to be our welcome

flow a welcome flow is basically for a

customer who has signed up for email

marketing and hasn't done anything else

so they haven't added anything to a cart

they haven't made a purchase before it's

basically just introducing them to our

brand and providing them with that nice

welcome 15% off discount code this is to

hopefully sell somebody to eventually

check out on our site that's the whole

purpose of a welcome flow you can have

other emails in there as well that are

talking about your brand and your

mission and the things that you want to

do as a company but for the most part

you're really just trying to get

somebody to convert and make that

initial purchase the second flow that

we're going to talk about is a post-p

purchase flow so this goes out to the

customer who has already made a purchase

so they have purchased their first order

and your emails are basically going to

be hyping them up saying like we are so

excited for you to get this design

you're going to look great in it all of

your friends are going to ask where did

you get this design we absolutely love

it it's so unique you cannot find it

anywhere else on the internet and it's

really just hyping up and building up

that customer's confidence and really

looking forward to receiving that

package it's giving you can give some

updates as to what's going on what the

process looks like after you've made

your purchase hey it's going to go to

production usually takes a day or two

kind of like setting up their

expectations the last thing that we want

to do is say like hey you'll receive

this shirt in 2 days and then the

customer's like where's this shirt it's

been a week but you can kind of explain

that process and also explain like hey

if you have any issue with your product

please don't hesitate to reach out we

are here to help you and by basically

saying that you're just backing your

product which a lot of people like and

then will also build trust towards you

and your brand the third flow that we're

going to talk about is abandoned cart

emails these are going to be customers

who have started a cart but never

checked out so it's kind of reminding

them like hey you added this to your

cart are you sure you want to leave it

here like we're going to save it for you

for 48 hours kind of giving them that

urgency and if they still haven't

checked out close to 48 hours you can

send another email basically saying hey

come check out we'll give you this 10%

discount to complete this purchase and

hopefully it just gives that customer

enough of a nudge to actually complete

the checkout the fourth flow that we set

up is called an abandoned browse so this

is a customer who they've already signed

up for marketing otherwise they wouldn't

be receiving these emails but but they

were browsing your site they didn't add

to the cart they just came to your site

took a peek and then left so it's kind

of similar to the abandoned cart emails

but instead of saying like you left this

behind it's just kind of like hey we saw

that you were looking at our designs and

maybe theyve purchased before you can

send them a shirt that seemed similar to

one that they had bought in the past or

just saying like hey we missed you on

the site whatever it may be but again

this is a great way to get get somebody

who was just there browsing to maybe

actually completing the purchase or even

just adding to the cart the fifth flow

that we can talk about is called a cross

sell flow so this can go out to people

who have already made a purchase and

sometimes you can upsell or you can

actually try to sell them another

product so you can sometimes say like

hey thanks for your purchase we're

really excited for you to get this did

you also see this shirt that looks very

similar to the one that you purchased or

like is a similar humor type of Niche

shirt that they've already purchased you

can say like you can add it in your cart

and we'll give you 10% off or we can add

this to your order for this upsell or

you can do the cross sell which is hey

we saw that you purchased this t-shirt

we actually offer that as a hoodie as

well or we're going into summer would

you like to purchase this as a tank as

well and give them a little discount to

maybe bump up that order and add another

item to it it can be a little tricky

with print on demand trying to do a

cross sell like that but if it's early

enough you can absolutely change and

edit that order typically up to 24 hours

so it's a great way to bump up that

average order value of people and just

kind of getting them to maybe purchase

two items instead of just purchasing one

t-shirt or one hoodie one crew neck so

it's just like a great way to show

people the other things that your site

has to offer another flow that we like

to set up is called a winback flow so

this is a customer who probably hasn't

interacted much with your store let's

say it's maybe been 2 months so about 60

days they have not really opened an

email they haven't clicked on an email

they haven't made a purchase in 60 days

it's kind of been a while so this is an

email where you can kind of remind

people like hey remember us we're a

brand that exists why don't you come and

check this out like we added all of

these new products or we have over a

hundred new designs come and check these

out out before you know it's too late

this can kind of get a customer who

hasn't been in a buying mood into a

buying mood because they're not really

fitting into any of these flows that are

running in the background so unless

you're sending a lot of campaign emails

and they're not interacting with those

this can be a trigger to get people back

onto the site back into those flows so

they can continue receiving our emails

and kind of getting that little nudge to

come back and purchase another flow that

is very similar to back flow is called a

sunset flow the last thing that we want

to be doing as email marketers is

bugging people to a point where they

aren't interacting at all so if a

customer maybe just only made one

purchase and then they've never

communicated with us again they've never

clicked an email maybe they put us in a

separate mailbox where they don't ever

look at those emails we want to put them

in a sunset flow see if they click on

one of those emails so that they can

continue receiving our emails but if

they're not going to do that we don't

want to continue marketing to that

person so we'll kind of put them in a

little like what we call like a sunset

folder which basically is saying like

hey this person maybe made a purchase

before or they've interacted with us at

some point in time they're not

interested they don't want to

unsubscribe but they're not interested

really in interacting and engaging with

our brand and our emails so we're just

going to put them in this little folder

over here we can still mark it to them

if they want because they never

unsubscribed but we're sending our

emails to the people who are going to

engage more and are more likely to make

purchases that's the person that you

want to continue marketing to not the

person who has said I'm kind of done

with this I'm not going to unsubscribe

but I'm not interacting with this really

at all those are the type of people that

you don't really want clogging up your

flows as well as your deliverability

another email flow that you can set up

is a ugc flow or a user generated

content flow this is an email that you

can send to customers after they've made

a purchase and you know that they've

received that purchase so it could be

maybe 14 days after they've ordered they

should have already received that order

unless something has gone terribly wrong

or it's an international order being

shipped from the United States you can

reach out to that customer and say like

hey we would love to get a picture of

you and your shirt or if you would like

to take a video of your shirt we would

absolutely love that or you can post it

to our Facebook group and show people

the funny shirt whatever it may be

asking people for that user generated

content because because then you can use

that image to just help promote your

brand even more when you say hey we've

had over 5,000 happy customers or we

have over 500 fstar reviews and you can

show a picture of somebody who actually

is wearing your product that's

absolutely huge and just helps build

trust from people who have never

purchased from you before we'll talk

about reviews at a different point in

time but collecting reviews as well as

collecting user generated content is

absolutely huge and gold for building a

brand finally the last flow that we can

set up is actually a birthday flow so at

some point I think it's typically in our

postp purchase it's either in the postp

purchase or our welcome flow we'll send

people a birthday sign up so that on

their special day we can give them

something special and hopefully they'll

want to make a purchase everybody around

their birthday gets these kinds of

emails but I think typically when it's

around your birthday you're looking to

spend some money on yourself and get

yourself something nice or something

that you've been thinking about but

haven't felt the need to buy it this is

a great way that you can send a little

gift card or a discount code to your

customer for their special birthday and

it's something that you don't have to

think about they plug in your birthday

and it automatically sends it to them so

it's an easy way to say like hey we've

been thinking about you have a great

birthday here's a discount for you if

you would like to purchase But

ultimately we really just want to say

happy birthday and we are happy to have

you as a customer but these are the

different flows that you can set up that

are just running in the background going

to all of your different customers and

all you had to do is put the work up

front it does take some time but it is

absolutely worth it and can generate a

ton of Revenue if you are doing your

email marketing the right way email and

SMS can make up to over 20 to 30% of

your Revenue which is absolutely crazy

typically on our current brand it makes

up somewhere between like 16 to 20% of

our Revenue which is pretty big but

again there's always work that can be

done just diving in into those analytics

that you have seen later on and getting

a better idea for how those flows have

actually been working and how your

customers have been interacting with

them so don't sleep on flows again in

this link somewhere around this video I

do have all of our flows all of the

triggers how to set these up even the

text that we add in these emails so take

the time set something up just so that

something is running in the background

and then we'll take a look at the

analytics and see what kind of stuff we

can change later down the

[Music]

line today we're going to be covering

how to set up flows within clavio if you

are new to e-commerce and new to email

marketing there are two different kinds

of emails that we can send we have

campaigns which we can think of these

kind of as sales emails that maybe go

along with a holiday Mother's Day is

coming up you could say hey we're

running a 15% off Mother's Day sale for

you that would be an example of a

campaign a flow is something that is

constantly running in the background so

when you have a brand new customer sign

up for email marketing they if they hit

certain triggers will get put into these

flows that will automatically send them

emails somebody comes to your site they

put in their email they will

automatically get put into what we call

a welcome flow which is basically

telling them about our brand what we

stand for and as well as gives them that

initial 15% off discount if they haven't

used it yet this allows us to send

reminders to these customers of hey

you're about to lose your 15% off

discount use it today but these flows

are great because it's a oneandone

situation besides setting them up and

then taking a look at the Analytics

after a few weeks of running them

they're just running in the background

and just making money for you so it does

take a little bit of time to get all

these set up Chris and I actually use a

total of 10 different flows On Our

Brands and they are just running in the

background we don't even really think

about them but our customers are staying

in touch with our brand and learning

more about our mission and able to get

their hands on some brand content that

typically we wouldn't think of ever

sending so in this module I'm going to

show you really how to set up your

welcome flow it can be a little bit

confusing but once you get the hang of

it you'll understand the meaning of the

flows and why we actually choose to run

them and Below somewhere around this

screen I do have screenshots of how I

set up all of our different flows as

well as email examples so if you want to

look at those take some ideas and tailor

them for your own brand you can

absolutely do that so let's jump into to

it and create our welcome flow for this

brand new brand the first thing that

you're going to want to do is go to your

clavio account once you're logged in

you're going to see this clavio

dashboard as you can see we have no

conversions whatsoever because we

haven't run ads our store is not yet up

and running so on the left hand side

you're going to go to

flows and I was able to already put this

flow in just to give us an idea and to

better explain exactly how to set up a

flow and what this welcome flow is so in

order to set up a flow you have to have

a trigger of some sort something that

characterizes this customer to be

getting these emails so for example you

can have an abandoned cart flow or you

could have post purchase flow so

somebody who's just purchased from you

they have to have made a purchase in

order to be put into this brand new flow

you wouldn't want somebody who hasn't

purchased getting emails saying hi thank

you so much for your purchase you're

just going to confuse your customers so

you want to set up triggers in order to

get the right customers in the correct

flow so for your welcome flow you're

going to want your trigger to look

something like this you want it to be

people who are new subscribers so

they've just put their email in to

accept email marketing you don't want to

be sending emails to people who have not

given consent for that people that

haven't marked an email as spam if

somebody marks an email as spam you

don't want to keep sending them emails

they're just going to get mad at you you

also don't want to send it to an email

that has bounced if somebody may have

put in the wrong email address or

misspelled something you don't want to

just be sending emails to an account

that's never going to look at those

emails you want to make sure it's going

to somebody who's placed an order zero

times so they've never purchased from us

before they're brand new that's why we

want them in this welcome flow and you

want somebody who hasn't checked

unsubscribed if they've unsubscribed and

you are still sending emails then you

are not following the rules and you can

actually hurt your clavio account and

finally you want somebody who has

started checkout zero times so they

haven't yet added anything to their cart

yet we want to welcome them they may

have not made a purchase they're

thinking about your brand they may have

liked a design that they saw this is the

kind of customer that you want coming to

your welcome flow because if somebody

had started a checkout or they had made

a purchase they would go into our post

purchase flow we wouldn't wouldn't want

them getting these welcome emails

getting spammed with use your 15%

discount when they've already used it so

I will show you how I've set up all

these Triggers on all of our different

flows all that will be available to you

but this is the trigger that you would

want for this welcome flow so you don't

want to just keep spamming people the

second that they put their email in

you're going to want to wait a few hours

before sending a little reminder of hey

you were checking me out earlier come on

back come back to us we've got a nice

discount for you we know you really

liked that shirt that's the thinking

that we want our customers to have in

this flow we start with a welcome email

our subject line welcome to the seasonal

collection family just giving them a

warm welcome saying we are so glad that

you have found us welcome to the family

we're excited that you're here let's

take a view at this email so this

welcome as promised here's your 15% off

coupon

to all of our seasonal collection te's

to claim this discount you can either

use the code welcome 15 you're going to

want to make sure that this discount is

already set up on Shopify so that

they're not just plugging in welcome 15

and nothing's happening they can plug it

in at checkout and we'll take 15% off

your entire order but you have to hurry

this is only good for 72 hours your

coupon could be good for a lifetime but

we're giving that urgency in this email

use it or lose it if you don't use it in

72 hours bye-bye coupon leaving it's not

actually leaving but this is just

getting that urgency in your email this

is your chance to try anything in our

seasonal collection store and at a

discount and as always your satisfaction

is guaranteed you will see a lot of

people have been burned by small

businesses at some point and it's

actually really sad but they take that

negative experience that they may have

had with another brand and kind of trap

you in with that brand so you have to

build trust and you'll see some people

type into your customer service and

they'll ask are you a legitimate brand

the more trust that you can give a

customer of showing that hey if you're

not happy we are going to take care of

you that goes a really far away so just

adding that little piece and always your

satisfaction is guaranteed can just put

somebody more at ease especially when

they're getting a nice pretty email like

this you can use the code again we give

the code at checkout you'll get 15% off

your order applied to everything in our

store our happy t-shirt as you can see

I've added our happy t-shirt it's all

15% off just for you making this person

feel special and again just reminding

them hey this expires in 72 hours so

click below to claim your discount now

happy seasonal shopping so we have

different things set up they can either

click on these buttons which will

automatically add the discount to their

cart or they can go to this will just

take them here to the the main screen

they can go to check out and put welcome

15 it already added that coupon welcome

15 so it took off 2475 or you can just

send them directly to the site and they

can plug in that code themselves but

something that I've found is if you're

giving somebody an extra barrier to get

into the store and have to put in a code

they may spell it wrong sometimes is

just easier to direct them and

automatically apply it to the cart but

again that's completely up to you and

what works for you and your brand so

this would be an example of our very

first welcome email that we're going to

send to somebody after they've received

this email we're going to wait one day

after we've waited one day we have this

conditional split so these splits you

can tailor the emails that people are

going to receive so we can say yes

somebody has opened our first email or

no they have not opened our first email

so you can send them a different kind of

message here so these conditional splits

are sometimes good because if somebody

like has opened an email or has used a

discount code then you wouldn't want

them getting the no they haven't opened

emails so this is just a better way to

again categorize those customers to

receive the correct emails for them to

change their behavior and make a

purchase on your site we're going to set

up this first no email together you can

click no our subject line we already

have thinking of trying seasonal

collection

here's a discount for you and then

preview text we love a discount this

person knows even if they haven't

clicked on the email that hey there's

some sort of discount code in here you

may want to click on it you may notice

that this button will be clicked on some

of your emails I think it's clicked

automatically on your flows I always

unclick it we've all gotten so many

emails if you're like me I go through

and like delete emails I never

unsubscribe from them it drives Chris

absolutely crazy but a company could

email me six times in a day and I would

have no idea like I'm not one of those

people who really truly gets upset by it

I don't think many people do so you can

just keep sending people emails and if

they really are that annoyed they're

going to click unsubscribe or if they

write into your customer service you can

unsubscribe them from your emails but

the majority of people don't really care

or maybe don't take that close of a look

at their emails unless something catches

their eye so feel free to unclick this

and make sure that all of those emails

are getting sent to your customers that

way you're just not leaving money on the

table I'm going to select a template and

use that welcome template that I already

made so there are different ways in

order for you to create emails this was

one that I set up and just tailored

already to our brand but you can take a

look at this template library and really

get a good idea of the vibe that you're

looking for we like to do something

that's not too bright and wild around

the edges as you could see like we use a

light blue we have the white that pops

up off there's a lot of color psychology

out there that like darker websites or

an email that's very dark won't tend to

have the same kind of effect on a bright

colorful cheery email or website so I

would just do some research as to like

what works for your Niche there are

definitely niches out there where like

darker colors will work there's this one

brand it's like a Gothic apparel company

their entire website is black and it

works because it works for that Niche so

I would just look at what works for your

Niche and tailor your emails tailor your

website colors around what works for

that Niche kind of look at what your

competitors are doing so if it's working

for them chances are it's also working

for you another point about competitors

if you are looking at other apparel

brands or have found a competitor

selling similar graphic t-shirts or mugs

you can absolutely put your name and

sign up for their email list and then

you can get an idea of what they are

sending to their customers now I'm not

saying go and steal their ideas you

shouldn't do that you should come up

with your own but you can get an idea

for what they're sending and chances are

if it's working for them something

similar like that will also work for you

and your email campaigns so feel free to

sign up I get hit with tons of emails

from companies that I've never bought

from but I'm on their email list and

I've seen their welcome flow that they

sent me I've seen if I do make a

purchase they're post purchase pages and

can kind of get an idea of hey that's

really creative I never thought of of

saying something like that in an email

or making an offering like this in an

email and you can get an idea of

different things that you can try within

your email marketing or for your brand

but back to these templates I just chose

something really simple I didn't want

one with a ton of images on it if you

have a lot of images it can take a long

time for people to be able to open your

emails and get everything to load so I

would keep that in mind I just like to

keep it pretty simple maybe one image

with our Banner just something that's

like enough to catch the eye of people

but yeah picking something like this

that's nice and simple and then just

tailoring it to your own brand is what I

do and then I just save the template and

I can reuse this template over and over

again and just make a few little tweaks

and changes like changing what the

buttons say and where the buttons go

switching out this image for a brand new

image and really just copying and

pasting my text right into this email

like I said before I'm going to have

what we write for our emails linked

somewhere around this video as you can

see this is how I've typed out our

welcome flow so I've separated the

emails by pretty decent space but this

would be our second email right here

just kind of talking about the brand you

can get like a good idea for what you

want to be sending to these customers

and you can just copy and paste what you

write on a Google doc and just paste it

right into your email here and then it's

just making a few little quick changes

and that's it you're done nice and

simple you can also add your socials we

don't use Twitter you can just add your

socials down below and if people want to

follow you they can just click on one of

those and it's very important that at

the bottom of your page clavio is going

to require you to have your organization

name your full address an unsubscribed

button and the current year and then we

just add like a nice little meaningful

paragraph at the bottom just thanking

people for engaging with our emails

making us seem like we are a legitimate

brand which we are but also that like

hey you can absolutely trust us we're

not going to just spam you with terrible

offers and actually what I realized is

all that's really changing is the amount

of time on this email just switch these

to 48 hours and then we can also switch

the happy t-shirt we'll change it to the

aloe t-shirt

and we can snag that from our design

folder so let's download this back to

clavio and then you can just do a nice

little good there we go drag and drop so

it will upload this image boom you've

changed it yeah and pretty much this

would be that email going to people who

did not open the initial one so they're

getting the exact same offer again still

giving that that expires in 48 hours

type of vibe giving that urgency and the

last thing that we're going to want to

do is just click save there we go so

that's saved there we are again we're

going to wait a day and then it's going

to come into this next email which this

one's kind of going to say like hey guys

you have one day to save let's edit this

again cuz I'm just using my

template gra this welcome flow your 15%

off coupon expires

today keep text and

styles coming down with how you want the

look of your email to be so I would take

out

this coupon code welcome

15 fold that just make sure it's like a

nice dark black that pops off the page

and then down

here seasonal shopping again we'll just

make sure this is a nice dark black

welcome 15 at checkout you'll instantly

save 15% off your order you have that

bolded 24 hours and then you can keep

this happy seasonal shopping or you can

get rid of it and just get down to the

nitty-gritty of it and then we would

switch out this image as well for one of

these like all Trails connect peash

shirt create

Sunshine so again we can just go back to

our main page let's see create

Sunshine oh I like this I like the look

of this color feel like it'll pop off

the page a little bit back to our flow

again we'll just replace

this there we

go okay so now we have that new image in

there and you know what we can switch

out these buttons if we want

to shop now and again you would just

want to add this discount URL right here

which I believe I've already made the

discount for yep welcome 15 so what we

can actually do is click this promote

get a sharable link copy that link and

then we're just going to paste it in

just like this so now when you click

this button it's actually going going to

take you somewhere it's not just going

to randomly go somewhere or just be a

dead button people will be very confused

if you just have a dead button on your

email again we'll go and save

this there we go okay it did change and

then you can just I always will check

our links again the site isn't live yet

at the moment but once it is then you

can check your links and make sure that

the URLs are all going to exactly where

you want them to go so just click

clicking that quick little like Boop

check out that link make sure it's going

exactly where you want it to go having

somebody else read through and make sure

there's no typos that's definitely an

important thing to do as well and then

finally this is like hey this is your

last chance discount is ending today

email that you can send to your

customers again this is going to remove

customers as well so let's say on the

third email somebody has finally checked

out that's going to then take them out

of this flow because they would have

started a checkout or they would have

started a purchase so they would never

have received this email for so you have

to also keep that in mind like you're

not just going to be continuing to

bombard people with the exact same offer

they're going to get annoyed it's going

to use all those triggers that you use

to initially put that customer in this

flow to also take customers out of that

flow because they could have clicked on

email 3 maybe added something to their

cart but then never completed the

purchase so they are going to be taken

out of this welcome flow but at the same

time they're going to be put into the

abandoned cart flow because they never

completed that checkout or if they

purchased they're going to be taken out

of this welcome flow and put into the

post-p purchase flow so it's kind of

like at almost like juggling you are

getting people into a flow their

behaving in a certain way taking them

out and putting them in a different flow

to hopefully get them to make a purchase

so flows are extremely important and

easy they are timec consuming just

typing up and getting those emails

originally set up but they are

absolutely worth your time because once

you've made those changes you can go

back look at the analytics and see which

emails are performing well why are they

performing well take that information

and add them to your different flows and

again it's a oneand done kind of thing

it's set and forget until you look at

the analytics and make changes off of it

it's just an easy way to bump and add

more Revenue to your store and there's a

lot of great resources out there you can

look up really good subject l just by

doing Simple Google searches or good

previews look at some of the other big

Brands too what kind of emails are they

sending you what kind of offers are they

sending to you you can take those ideas

and put it into your own brand and

really take some of these big companies

that spend a lot of money on email

marketing and tailor it to your own and

again you can spend a lot of time

setting up these flows again I just do a

very simple layout like this but you can

go all in change up every single email

it's just going to take you more time

and that's absolutely fine as well if

you are thinking of setting up email

flows I would definitely do a welcome

flow I would have a post-p purchase flow

ready as well as an abandoned cart and

an abandoned brows because that way

those customers even right off the bat

they're going to get these initial flows

other flows that you can set up at a

later time if you're crunched for time

would be like the birthday flow you can

ask users for a picture of them wearing

their shirt or like user generated

content that's a flow that can be done

at a later time it's not something that

I would say is going to save sales or

really initiate some crazy sales so just

take a look at the different flows that

we have and see if any of those flows

will work for you and setting up and

starting your store again somewhere

around this video I have linked all of

our triggers all of our flows the

messaging that we've put into all of

these emails for you to use and to look

at as a guide as you are starting to

create these email

[Music]

flows hi everybody and welcome to this

module where we are going to talk about

lavio and specifically what campaign

emails are if you have ever signed up

for email marketing from any brand

chances are you constantly get bombarded

with what we call campaign emails so

we've talked about flows those are

constantly running in the background

depending on the behavior of your

customers campaigns are a little bit

different so you can still kind of

trigger customers based off of their

behaviors but this is going to use more

of like the customer segments based off

of if they've made a purchase if they've

engaged with us in the past 30 60 90

days we're just going to select those

components and then you you can send

people emails basically saying things

about your company so maybe you're

running a really good Mother's Day sale

specifically I'm going to use Mother's

Day as an example because we are a

seasonal brand and I think when you do

seasonal type of Brands You Can Do

seasonal type of holidays so you can

actually send some emails to your

customers that kind of goes out as like

an email blast to a large number of

people saying like hey we are running

this really great sale for mother

Mother's Day you can talk about like

maybe the history of Mother's Day or

have like a funny joke about moms and

you know that maybe moms who are a part

of your email list would get a chuckle

out of and want to come and check out

your site again you can also drive

people to a whole new collection just

based off of Mother's Day apparel those

types of things so that's really what a

campaign is for basically a blast out

message to certain members of your

community saying like hey we are having

a sale or hey we just launched 50 new

designs or this holiday is right around

the corner don't forget bu Mama shirt

she may really love you know this design

that's kind of the idea of campaigns and

why we want to be running and sending

campaigns as a brand it's a great way to

get somebody back in the door to make

another purchase and it just is kind of

like more eye-catchy of like sale flash

sale there's more urgency to it I would

say so in this module we're going to go

go through how I would create a Mother's

Day campaign that we would then send out

to our customer list so if you haven't

already you can segment all of your

customers or set up your segments I've

linked how we segment all of our

customers somewhere around this video so

all you have to do is basically set the

parameters and clavia will do all the

hardwork for you and then from there we

can tailor who we're going to send them

to really what we want to include clude

and say and really go over the

importance of a very strong subject line

because that's really what your

customers are going to see and what is

going to initiate them to actually

clicking and opening that email so let's

get into it so the first thing that

you're going to want to do is open up

clavio go to your account and on the

left hand side you're going to see this

button for campaigns you're going to

want to click that and as you can see we

have never created a campaign at this

point so that's pretty exciting so we

can click create campaign you can do an

email SMS we're just going to set up a

simple email the day that you're making

it you could make the date like the day

that you want to send it but we'll get

into those details later and then this

is just information about the campaign

so this is typically where I like to

explain what kind of campaign I'm

sending so I can put the date so we can

just do

41 24 and then Mother's Day say sale

email one because then this is telling

me that this is a sales email this is

the first email that I'm sending

sometimes when you do a campaign you may

do a few emails explaining it especially

leading up to a holiday like think of

Black Friday feel like we start to get

those Black Friday emails even two weeks

prior or like the month leading up to

Black Friday of like hey get get hyped

like our biggest sale The Season's

coming up so you just want to keep track

of the emails that you have already sent

so this is telling me hey on April 11th

I sent out that first Mother's Day email

maybe I want to send one of these

Mother's Day reminder emails once per

week leading up to Mother's Day but this

is a great way to just keep your stuff

organized so we can just click save and

continue now it's going to pull you up

to this page you can change the name

again like we just did or you can leave

it this is the important part who are we

going to be sending this campaign to

typically when I send a campaign I like

to use the segments that I created

really just for our email marketing when

it comes to sending campaigns that's

really why we want to segment these

customers but again it's going to

segment them based off of their actions

that they've already done so we want

these emails going to people who are

most engaged people who have recently

subscribed because they're new to the

brand they're fresh they want to get in

on all these discount codes and sales

that we're running and really that's who

we want want to Target and it's okay if

they've never made a purchase before as

long as they've been engaging with our

brand in some sort of way with emails or

they were active on the site these are

the people that we want to Target

because they're the most likely to lead

to a purchase you can just go down your

list of the different segments that we

have created we're going to add all

these so this is sending it to those

engaged customers over their lifetime

over the last 120 days 90 days Etc in a

perfect world when you do actually have

customers so like right now we have one

profile and it's us so that's why down

here estimated recipients is zero if you

have people in your list and you're

getting zero you've probably set up one

of your segments wrong so let's say you

have 100 people you put in all of your

stuff and there's zero people that this

email is going to go to you've set

something up wrong it's time to go back

double check some things to make sure

that those emails are going out to the

right people on our current brand that

we run when I send to these customers

that are within this behavioral scope we

typically have about I think 20,000 that

our emails go out to so over time this

is going to grow and that's the best

part about email marketing is that it

just grows over time really just like as

people are checking out they're putting

in their email they're saying it's okay

to Market towards them so you're

building up a significant list and that

list list is amazing because every time

you launch a new product or you want to

say something about your brand you are

given so many people I think our total

overall customer base is like close to

70,000 on our current brand so that's

amazing and worth like a pot of gold

it's great to have that kind of email

list so in a perfect world this would

say like 10,000 people but we currently

don't have anybody subscribed to our

site yet but once you've done all this

you're going to going to go and click

continue to content so we've set up our

audience we have set up the name of our

Campaign which is not the same as a

subject line the subject line is what

customers are going to see so for

example if I pull up Gmail this is your

subject line right here so this is going

to say who it's coming from that's us

and you're going to see then the subject

line and then the preview text so your

subject line is supposed to catch your

attention you want it to be something

something that's oh wow I need to see

that that seems interesting or like this

one ooh un your creative imagination

with some emojis it stands out not many

of these subject lines have emojis delve

into the world of design exploration so

that gives me a little bit of a preview

and makes you wonder okay I guess this

email has something to do with designs

so some people will do preview text some

people will not but we can use a subject

line like

Mother's Day

sale and then we can just add a cute

Emoji maybe a little heart because we

love our mom and then preview can be

text

like Mother's

Day shop now for

a gift for Mom something like that so it

gives you an idea you're like oo

Mother's Day is around the corner I

haven't thought about getting anything

for my mom and sales in the subject line

so maybe there's a discount code it get

somebody thinking along those lines and

would maybe then want to click on an

email the sender name you can see it

says seasonal collections that is like

what you're going to see here this

sender name sometimes what we like to do

is give our brand a name you can give it

your own name if you wanted but

sometimes we will build like a little

brand identity where our campaigns are

specifically coming from so because it's

seasonal like we could say maybe Hazel

like Hazel's a pretty name or you could

say maybe like something like Daisy from

seasonal collections you can build this

almost like brand identity depending on

what Niche you're in like I think a

funny one like if you had a dog Niche it

could be like Rufus I don't know I feel

like Rufus is a good dog name and build

your brand around that name as an

example we could say

like hazel or Hazel from seasonal

collections or those two little back

slashes so then it seems like it's

really coming from a real person and not

just hey here's our sale I think it just

helps give your brand more of an

identity when someone can put a face to

it instead of just being like it is a

faceless brand like you welcome to put

your own picture on your site and

everything Chris and I do not do that

but you absolutely could and then people

know like when an email is coming from

Robert who is the founder of this brand

they can relate to Robert and know that

he's a real person and he is just

running this small shop but yeah this is

the kind of stuff that you want so

you'll fill out your subject line you

want it to be really catchy something

that people are going to want to click

on this is probably the most important

line and then your preview text of just

hey what is in this email what can I

expect and then we can do either drag

and drop or you can do text only so a

text only is going to actually look like

if you went on to Gmail typed out an

email and clicked send it's just going

to be text I think you can add some

photos to it but it's not going to be

like the pretty emails that we set up

for our flows so you can do the drag and

drop for that again you can go and look

through all these different templates

that clavio has created or take a look

at what's in your your inbox what have

other brands sent you was there a

certain email or a certain subject line

that you clicked on from a brand because

it caught your attention like why did it

catch your attention why did you click

on that email was it maybe the picture

that they chose or was it really the

offer that they were providing do some

research in your own email mailbox and

get a Vibe for what people send for this

we can just use our nice template and we

can just rearrange some things so that

it fits get our campaign a little bit

better let's say maybe we can say shop

for

Mom like that and then we can just take

this out Mother's

Day right around the corner or maybe it

can be and again this is where you can

style your Brand's voice are you going

for like funny or creative are you going

for do you want memes do you want very

serious those are the kind of things

that you need to think about and how you

want to present your brand and typically

it's like specifically in these campaign

emails as well as your flows so that the

same voice is going out with every

single email so we can say Mother's Day

is on May 12th this year I

bet I bet you haven't thought about that

gift for her yet lucky for you

seasonal collections has you

covered we specifically just

launched 30

plus new

designs specifically for Mom again this

is just me making this kind of stuff up

but this is what you want in a campaign

is designs that people haven't seen

before so it's intriguing it makes them

want to click this one just happens to

be specifically for Mother's Day so you

can take a look and purchase one for

your mom or you could talk about the

history of Mother's Day and then get

somebody to want to click and check out

whatever you're selling for Mother's Day

or maybe it's uh gardening Niche and

your mom really loves gardening there

are a lot of different ways that you can

tailor these campaigns it could just be

hey I'm launching a brand new collection

on my site we have over 50 plus designs

Shop now you could give some kind of

urgency you could say that you're

running a 15% off discount for the first

48 Hours of this launch or you just

dropped 10 plus designs you didn't tell

anybody about it you're the first to

know because you're special and a part

of our email list anything that gets

somebody to feel like they're really

special that there's something

intriguing that they want to click on it

that's the kind of stuff that you want

to cover in your main body of your

campaign so you definitely want to have

a call to action shop for Mom

specifically for Mom we could say

because

we know you love your

mom so

much we are

offering to get her

something she'll actually wear

just use the

code mother

15 or click the link below for the

discount to be

automatically

applied

to we can delete this section and we can

just move this up

so once you have a template made it's

really easy to just mix some things

around and change it up and make it

easier for your customer so the last

thing that I would like to do is just go

back and highlight some of the bigger

things well Mother's Day is on May 12th

because that's pretty important new

designs specifically for Mom or here

let's take out

specifically and then because we know

you love your mom so much we're offering

a 15% discount and then we can just say

use the code mother 15 or click the link

below for the discount to be

automatically applied at checkout and

then there is the link and you can

say really anything that you want but

you could say click for

15% click for 15% discount and then you

can always check what it's going to look

like in Mobile so if somebody's opening

this up on their phone this is what

they're going to see most people are

checking things on their phone most

people are checking out on their phone

too so making sure that your emails are

optimized for mobile as well as your

site is really important but we have the

nice header they know it's from seasonal

collections it's got our logo we've got

two call to actions for people to click

the button and shop for their mom

Mother's Day now if this was a perfect

world we would already have instead of

this saying happy it could be like happy

mom or something from that brand new

collection that we think would be like a

top seller or something that would do

really well or catch somebody's eye

that's what we would want to include as

like our image again I don't have a

Mother's Day image at the moment just

because we haven't touched upon that yet

but that would be a great thing to add

so it just Loops it all back in so you

have Mother's Day you have the discount

your two call to actions you got the

Mother's Day shirt they can click on the

shirt to go to the site as well but yeah

this would be a really good campaign

email so once you're done you're just

going to click save make sure everything

gets saved and you can double check all

of your stuff like yep these were all

the changes that we just made it's

optimized for mobile so that looks

really good and yeah you can click this

as well and it'll pull up your preview

again I always click my preview and

double check I want to make sure all of

my links actually work as you can see I

didn't add the links because I don't

have the discount or the shirt ready at

this point but you want to make sure

that those links work that they're going

to the right place the right discount

Etc our subject line looks good preview

text looks good and last but not least

you can see this create an AP test this

is where we can set up a split test

which is great especially for campaigns

campaigns I like to send two to three

per week sometimes just telling people

you can talk about a design and like why

you created this design and how it works

with your Niche or why people in the

niche would love it you could run a sale

over a weekend and have two emails about

this sale that you're running but you

can also do this create an AB test so if

you click this you're going to see a

drop down and you can test different

things you can test the content you

could send two different emails with two

different offers you could try an offer

with 15% and 177% and see what do people

click on more there's a bunch of

information out there about like

psychology with discounts and some

people are more likely to click a

discount with

133% versus 15 you're like it makes no

sense you get less of a discount but

it's something about the psychology of

the number and like tricking your mind

almost and the same thing can go with

pricing psychology as well like Chris

and I ran a split test where we tried

selling our shirts at $1 199.99 $26.99

and $29.99 and $26.99 one you'd think

more people would want to buy the $1999

shirt and it just wasn't the case at

least for our split test and for the

traffic that was coming to our site and

the same can go for your emails so you

can split test different subject lines

you can just do preview texts you can do

even split test open rate which I don't

suggest because ever since Apple made

the updates and like Google has made

recent updates as well open rate isn't

as reliable as like the tracking was

before so if you do click rate that

means somebody has had to open that

email and actually clicked on the link

something in your email to open up to

your site so that's a really great way

to track and see what are people

clicking and this would be a good one

for like a subject line or the preview

text or something within the body of

your campaign to see who is clicking

more you could also split test the color

of your button our buttons were green

would people click more if they were

pink or if they were red you can look

into some different color psychology and

test that out as well and see which

campaigns actually perform better are

people clicking more on them or more

people making purchases so this is a

really great tool to use you can also

split test send time so this is

interesting because are your customers

do they like to purchase in the morning

or do they like to purchase in the

evening you can see when do people click

more are they clicking on their lunch

break or are they clicking after they've

had a long day and they're just like

sitting in bed and scrolling so you can

even split test the time of day and once

you've decided what you would like that

split test to be and what you would like

it to look like you can decide how many

people are going to receive this so 100%

means 50% are going to automatically get

a and 50% are automatically going to get

big or we can run the split test like

this we can say let's send this a

initial split test let's send it to 30%

of our overall customers that are

getting it so imagine if this is 10,000

people 3,000 are actually going to get

the initial send out of this email and

then from that 3,000 we're looking at

that information which email got more

clicks version a or version B if version

B wins people liked that subject line

more clavo will send the remaining 7,000

customers only version B because we ran

that test test and it showed version B

had a better subject line people were

opening that email and clicking that

email more for whatever reason whatever

we changed and then hopefully with that

70% we see similar Trends to that

initial split test that we originally

ran and we had a really great campaign

we made a ton of money yay it was

awesome the last part that you can

change is how long you want this split

test to run so if I want to to send this

30% out I could give clavio a total of 6

hours hey give give these customers 6

hours let's see how they interact with

this email and then from there we can

send out the rest this can all be

changed you could run a split test for

almost a full day before sending it out

to the next group or wait an hour if

you're waiting an hour you're not going

to get a ton of information I typically

will do 4 hours I feel like that's at

least enough time that it's still like

in around the time that I would want to

send a campaign so it's not split

testing the send time as much and more

just like split testing the content

within it so after 4 hours the 70% of

the group would get the winning email so

this is a really great way to test

different offers test different subject

lines test different colors heck you

could test just having text versus an

email with your banner a background

color what are people clicking on are

you know your customers older and they

just would prefer text just like a

normal text email or are they younger

and they want that bright and colorful

email these are all things that you can

test out in your campaigns and they do a

really great job with making it super

easy to do so yeah this is how you would

set up a campaign this is an example

that we would use again our best practi

is we email about two to three times per

week for our campaigns so yeah I hope

that you enjoyed this again check out

all the links that are somewhere around

this video of how we've set up our

clavio account from our listen segments

to our flows so take a quick look at

link somewhere around this video the

different information that we've given

about clavio again I've taken

screenshots of how I've set up our flows

how I've set up our segments and the

content that we put into those emails so

take a look set them up on your account

and yeah let's start making a nice 20 to

30% of our revenue from email marketing

[Music]

in this module we're going to be going

over how to set up your email popup on

your Shopify store so in order to do

this you're going to want to head over

to your clavio account where we can

actually set up this email popup to show

up when a customer is about to leave

your page so as you can see we're here

in the clavio dashboard you're going to

go to the Le hand side and click sign up

forms and then we can create a sign up

form there are a bunch of different

templates that you can choose from they

really have something for everybody so

just take your time go through them see

which one will work best for your brand

one that we use in is this in the club

template we'll just rename it welcome

pop up and then

newsletter so as you can see we are now

in like the template Builder mode and

this is where we can basically edit and

adapt everything that you see on this

page so feel free to just play around

and come up with something that you like

for your

brand you can add blocks so if you go

back you have your different styles

there's different targeting and

behaviors that you can set up and then

you can add different blocks so if you

would want to add another image you

could or add another button you will

just drag and drop those in so see like

a new button is here we can add text

underneath if we wanted to look

something like this

I'll probably just Center this up a

little bit so yeah just take your time

go through edit some stuff out I'll show

you what I would do for our

brand I would change this button to this

is the text color I

believe yeah

you got to have this portion here

otherwise people can't put in their

email address and that's the main point

of this popup we want to be collecting

those email addresses you can also set

this up to collect phone numbers as well

if you want to do some SMS marketing we

sometimes do it it honestly depends on

the brand depending on your clientele I

feel like if you have a brand that goes

towards younger people you can do really

well with with texting a lot of Our

Brands tend to Target older individuals

who respond better to email versus text

so you can definitely split test that

and see what you end up having better

results with whether that be people

opening and clicking on emails or people

opening and clicking on text messages or

you can do a little bit of both that

works too you can set up different

segments if you find an area that tends

to respond better for SMS you can just

segment those people to get the text

messages and then and we'll just switch

out this image here and then if you see

at the top I don't want a teaser delete

the teaser I don't like a little teaser

that it pops up I feel like people get

annoyed with that you can definitely try

it though and see if it works for you

but if you did want to add other steps

in you would just add and you can do

addon an SMS optin people can put in

their profile information right off the

bat or you can do like a blank step and

just say hey like thanks for submitting

or whatever this one's going to say

you're in the club and they'll get a

nice coupon so if you do this unique

coupon this basically will create a

unique coupon within Shopify so we can

click this

name

expiration

never we'll give them a week entire

order we don't require a minimum

purchase they can activate it right at

the same time you could activate it

later if you wanted to some brands do

that we just give it the second that

people put in their email address that

seems to have the best conversion rate

okay Prett Shopify coupon okay cool and

then you can put another image here say

like welcome welcome to the club gets

people excited about making some

purchases buying some T-shirts so yeah

this is just what I would do to set this

up and then I'm just going to add in

images that I make in canva and you can

do this by just taking these

measurements right at the top plugging

them into canvas so you get the exact

same size of the image and then you can

just upload it and you know that it's

going to fit really nice and look really

great so I'm going to snag those images

real fast and then I'll show you the end

result okay so I made this little image

in canva which just kind of works with

our brand it shows a tree with what

happens to a tree during the changing

seasons which just works for our Niche

and then we can do the same image here

and there you have it so they'll get

their coupon code after they've

submitted their email but all this looks

pretty good I like the look of it it's

nice and bright it catches the eye of

somebody may stop them from you know

browsing and instead of just clicking

the X it's eye-catching and who doesn't

like a discount so this is what I would

do

to put this on the store so what we can

then do is Click publish when you're

ready and there you have it targeting

Behavior sorry one last thing

immediately $5 these you do based on

rules and then when a visitor is exiting

the page you can also turn on this lead

capture this is something that Shopify

has with their Shop app we don't

typically turn that on though so we'll

just publish these

changes and so when somebody goes to the

corner of the screen or it seems like

they're going to exit your site this

popup will come up and hopefully it

keeps somebody's attention and gets them

to go oh you know what now that I get

15% off I would be willing to pay that

much for this shirt or this hoodie or

mug whatever kind of print on demand

product that you'd want to be selling

yeah this is how you can set up your

email pop up and as you can see it says

live if it's not live it will say draft

so you know that there are things that

you have to make changes to don't be

shocked that the performance is poor

that's just because no one's being sent

to our site once it's been up and

running for a little bit you'll be able

to see how many people have submitted

forms and it'll give you kind of like a

conversion rate of how many people have

actually submitted forms that were

presented your popup and so you can take

a look at that and you can even run a

split test and see like does one image

work or does a different template work

better than the one that I've just

selected and you can kind of just play

around with it and see what has a better

submit rate because the more emails that

you have then the more people you can

Market to again and again and again it's

a little less work than trying to get

brand new customers off of like through

your Facebook advertising so this is how

you can set up your own email popup

[Music]

up the ultimate goal of this module is

to get our businesses to a point where

it is able to run like a well-oiled

machine whether if we are there or not

and this is really the backbone of our

business this is the thing that's going

to build real equity and value for a

potential buyer down the road and it

also allows us to turn it into a

Lifestyle brand if we choose or grow it

to seven and even eight figures if

that's the route that you want to go

thinking back to Robert kiyosaki's cash

flow quadrant from way back in uh module

one this takes us from self-employed

which is what the point that we're all

at as we're like building this and

running it oursel we're essentially just

self-employed we have an LLC but still

just self-employed it's a business owner

where the key difference is instead of

working in the business we're working on

the business and at the root of this all

it comes down to understanding what the

core processes are within your business

making sure they are done extremely well

on a consistent basis before trying to

add on some shiny new OP and that's a

mistake that I've made all too many

times where we're cruising along you

know got a collection that's doing well

I've launched the ads we're profitable

and then I have a great new idea of oh

let's go launch on Amazon before I've

solidified anything that I did or was

currently doing to get us to that point

so I'm hoping to help some of you avoid

making that same mistake CU it ends up

setting you back a lot every time it

happens so lesson one is going to be

about our financials which this is how

to run your profit and loss statements

your balance sheet cash flow management

all of that kind of stuff all the

backend stuff that really gives you like

a finger finger to the pulse of the

business and helps you understand kind

of like a really good CFO would do in

like a bigger company you're going to be

basically wearing the CFO hat within

your own lesson is customer service so

how do we not just answer the customer

service tickets social media comments

complaints refunds chargebacks all that

kind of good stuff but how do we

systematize it and quickly Elevate

ourselves out of that spot and lesson

three is day-to-day operations so what

day in the life looks like how you can

be allocating your time and what a day

in the life looks like when you're

starting out and you're doing all this

yourself then the first phase of what

you can be hiring for where you should

be looking to Outsource first and

Elevate yourself like should you be you

know hiring customer service first or

marketing or product development like

where like in our experience the best

plac is to be systematizing first we're

going to go through that and then once

you're fully

systematized what can your day-to-day

look like where are you spending your

time what types of problems are you

solving at that point that sort of

thing The Lesson Four is all about

putting out fires and this is your

chargebacks BBB complaints bad reviews

cost of goods creeping up overhead all

all the stuff that can hit the fan that

you know normally doesn't get talked

about until it's happening we're going

to cover the groundwork now so that when

those things inevitably do happen you're

ready for them cuz it's just part of

doing business and we want to make sure

that when those things happen you only

have to put your firefighter hat on as

for as little time as possible and then

you can get right back to business as

usual get back to working in or on the

business depending on what stage you're

at lesson five is Sops which stands for

standard operating procedures now both

my parents are project managers at

different companies so I hear all about

this kind of stuff all the time but it's

basically how to document and

systematize your common practices in a

way that is easily repeatable and allows

you to easily hire and train new

employees to take over those roles for

you lesson six is organization and

project management so this is how to

properly organize and keep track of all

of the moving pieces in your business

and fortunately my parents have taught

me a lot from managing much projects at

much much bigger companies than the ones

that I run so they were able to take the

complex project management that they do

and kind of dumb it down for me and help

me like Implement like really really

useful practices into our business that

helps us stay our entire team stay on

the same page and help us prioritize and

quickly execute on the projects that we

have laid out all while avoiding shiny

object syndrome and making sure that

it's the right project and not just you

know just another one getting thrown on

top of the pile and lesson seven is on

hiring a team which is where we're going

to talk about how to make your job

postings what kind of salaries you

should be offering what roles to hire

for first how to conduct interviews

where to look for good hires what makes

a good hire all that sort of thing so

that you know once you get to the point

where you feel like you're ready to

bring on some extra help you know the

quickest fastest and most cost-effective

way to do that lesson eight is going to

be managing a team so this is you know

how do you train them with your Sops

time tracking payroll uh performance

reviews team culture all those little

ins and outs that nobody really seems to

teach out there so we're going to be

teaching it not in just like generic

terms but specifically for running an

e-commerce business and even more

specifically for running a print on

demand business which has some slight

intricacies but I mean it's pretty much

the same for any e-commerce business but

uh that's what lesson 8 is going to be

on and just really quick to to wrap this

up so why is this so important so this

is where a lot of extra margin a lot of

the dollars that you see at the bottom

of the p andl at the end of the day can

either be lost or made cuz it can be

death by a th000 Cuts or it can be like

a well oiled machine what I mean by this

is that you won't really learn this

until you you know it's one of those

things that you can hear it but you have

to learn it the hard way you could have

like good ad performance solid cost of

goods like your big metrics are looking

good but if on the back end like

customer service is a mess you're not

responding to tickets your cost of goods

is slowly creeping up you're not

watching your overhead you don't really

have a team that's on the same page you

you could have like all frontend like

great metrics but all the backend stuff

is going to slowly creep up and it's

going to eat away every last dollar of

profit that you think that you're making

that's why we're turning this into an

entire module so you can learn all these

things that we've had to learn the hard

way and hopefully Implement them into

your business and also without these

things you will always be working in the

business rather than on it and the

difference is when you're in the

business you are you're you're doing the

ads you are answering the customer

service tickets you are down in the

trenches doing the day-to-day which is

by the way completely necessary in the

beginning and some people love doing

that they love being in the trenches and

if that's you fine me personally I like

being in the trenches long enough to

learn it and learn it well enough that I

can manage somebody effectively who's

doing that role so customer service

tickets I answer enough of them that I

understand the process printify like

product management I upload enough

products that I understand how it works

how long it should take what the

problems are that a team member might

run into I learn every area that

business well enough to be able to

manage somebody who's in that role so I

can understand their problems and where

they're coming from but then I also want

to be able to remove myself from that so

that I'm able to turn my focus once it's

systematized not shiny object turn my

focus to the next thing the next like

decision that needs to be made the next

you know Horizon that's really going to

grow the business whether that be a new

product catalog expanding onto a

Marketplace trying out a new traffic

Source like all the stuff we're going to

talk about in the scaling section it

really comes down to freeing up your

bandwidth to be able to turn your focus

to those areas so that like there's a

saying that like what got you from zero

to a million won't get you from a

million to 10 million that's what this

module is all about and it's also

required in order to make your business

sellable someday so when you're selling

a business they which we'll talk about

this in the exit module a potential

buyer does not want to see what they

call Key man risk key man or woman they

don't want to see that the business

owner is the operator that they are the

IT person when it comes to everything in

the business cuz as soon as you're out

of that the business is useless it's

like has no value so if your goal is to

ever sell and have a big or nice exit

someday we want to get you to a point

where you're not you do not equal the

business and business does not equal you

both for being able to sell someday and

also for your personal sanity and you

know have the lifestyle that you want so

a couple of things to watch out for as

you're going through the systems and

operations module is you don't want to

start systematizing a POS and I don't

mean point of sale I mean a piece of

so don't start optimiz in or

systematizing a business that is not

profitable that's not making any money

it's like it's just a mess in like the

core areas that we talked about at the

beginning of all this we do those first

systems and operations is it's good to

go through this and understand it and

get the foundation but don't start

implementing like Sops and like hiring a

team and that sort of thing I did that I

hired like way too many vas and the

reason we did that was that we just had

no clear Optics into what was actually

going on we had an effectively system

systematized so we saw tickets piling up

so we just started hiring more and more

people meanwhile I was just heads down

in the ad account we got up to like 20

customer service reps and it wasn't

until you know the bank account was

looking pretty meager that I finally was

like hey what the heck is going on and

realized that like 15 of them weren't

actually working yeah and so all of this

comes after you were doing consistent 20

to 30k days you've already learned all

the areas of the business and you're

really looking to systematize and hire

for like some of the most time consuming

things that are the easiest to train for

and the exception like I said is aside

from under your financials those you

start today there you have it there's

the system and operations module

overview I hope you enjoy it and I'll

see you

[Music]

soon today we're going to be learning

how to run our profit and loss and

balance sheet statements each of these

Financial reports are absolutely crucial

for running and operating a profitable

not just print on demand business but

business in general and it took me a

long time to start running these and it

cost me a ton of money along the way and

at a very high level what these two

statements do is the p&l profit and loss

tells us how much money the business

made on a day-to-day basis then the

balance sheet on the other hand shows us

how much money or cash is currently in

the business or otherwise wise known as

our balance and we have templates for

both of these that you can just copy and

paste into your own account that we're

going to be walking through in just a

second but first I want to touch on why

it's so important to be running these

and what costs me so much money and the

trap that a lot of entrepreneurs can

fall into is just seeing cash come in

like the number in your bank account can

seemingly be going up but there could be

like unknown charges uh and expenses

that have yet to hit and in the past

what I was doing is we were just running

based off of if we we had a good return

on our ad spend and you know we had

sales coming in then we were happy it

was honestly like probably a full two

years of running e-commerce businesses

before I finally had a oh moment

where we thought we were doing really

well for a long time we thought that you

know we were doing millions of dollars

in sales but then we realized that the

number that we were seeing at the end of

the day was not matching up to how much

we thought we were making so we started

running a a p&l once per month I was

running this to see what were our what

was our income what was our cost and

what's what was left over now we run it

every single day to see exactly how much

we made but the key mistake that we were

making is that we weren't also running a

balance sheet because the balance sheet

kind of serves as a way to check if what

the p&l is showing is accurate I can't

tell you how many times that the the

balance sheet and the p&l disagreed and

showed completely different results and

the way the balance sheet does that is

by showing the ending balance if you add

up all the assets and deduct all the

liabilities within the business you are

left over with like your your cash

basically and in a perfect world if the

p&l and the balance sheet tie out to

each other then they should the balance

sheet number from yesterday plus or

minus the p&l from today uh should equal

The New Ending balance for today so like

if we had $150 in the balance sheet to

use Easy numbers and then we made $100

profit that day then the balance sheet

should show $250 now there's some

variants with like the amount of time it

takes for accounts to settle and that

sort of thing but that's the general

concept and I was not running a balance

sheet in addition to it much less

running it consistently that's why we're

like huge advocates for running these

every single day it takes about 5

minutes super easy and it's uh probably

the most the highest Roi 5 minutes

you'll have all day so the p&l template

when you see this uh it's going to just

be all zeros right now I left in example

numbers from one of our brands that we

run just so we can see how we run it and

so let's go ahead and get an overview of

starting with the p&l what each of these

numbers so up at the top here we have gr

total grow sales Minus cost of sales

then we have platform costs and all of

those together give us our gross profit

and this is true for like just in

business in general not just print on

demand but our gross sales is our

product cost basic or our product sales

so like t-shirt Revenue goes here

whatever customers paid for shipping

goes here then we look at how much we

got charged for our fulfillment which is

printify most other like e-commerce

businesses this cost of sales will be

much more robust like it'll be

manufacturing costs then 3pl costs then

a lot of different line items but for us

it's very simple business that's why

we're doing it it's just printify

however much pry charges for the day

next we have our platform cost which is

Shopify discounts so like if anybody use

a discount code uh it adds up that total

amount and then if there were refunds uh

so if you total sales Minus cost of

goods minus your platform cost that gets

you your GP or gross profit next we have

our transaction fees which Shopify and

PayPal are the two are payment

processors and each of them charge

roughly a 3 to 4% fee for whatever

volume goes through them then we have

our obviously our ad costs which is

Facebook and Instagram we just get this

number right from our ad account then we

have our Google ad cost next we have our

overhead expenses which our overhead

expenses we try to keep you can see it

down here we try to keep it in like the

3 to 4% range around there of total

sales and this is all of our software

like Shopify printify premium clavio and

when you're starting out this number is

very very low like this number is a lot

higher than it needs to be um you can

get away with like 30 bucks a day if not

less when you're first starting out and

then so that gives us our total

operating income SL loss which this was

from January which is right after we had

a big Q4 so we had some down days for

for a little bit but then next we have

our printify 5% rebate which after you

get to a certain volume threshold with

printify you're able to get uh like a a

rebate or discount back on your cost of

goods Soul just your manufacturing cost

not shipping or anything then next we

have our 2% cash back credit card

rewards so we use the Capital One for

just about everything we add that in as

total additional income and that gives

us our grand total then we have our

margin which is our percent uh which

normally we're aiming for days like this

this is what a typical day should look

like ran at a 3.0 off Facebook row as so

we did $2,800 in sales spent 988 which

comes out to a three overall our cost of

goods was

37.8% which this down here is just

dividing the total sales by or taking

the Printery charge divided by total

sales to get our cost of goods

percentage and we want that to be around

like 40% or less and that puts us at a

20% mark

which is 600 bucks profit that day these

are like what our typical days will look

like with Friday Saturday Sunday being

where the line share the profit comes

from but okay so how do we get each of

these numbers so obviously we haven't

started driving sales yet since we've

just been building the store but join

wcale University if you haven't already

to see the case study where I'm going to

be running the store day by day uh and

showing I'm going to be uploading videos

every single day showing the ad metrics

what we're doing different in the

business the the results we're getting

so you can literally follow right along

in lock step with what I'm doing as you

launch your brand so this number here

gross sales you just go to uh your

Shopify go to analytics click this

little button here to view report and

this gives you gross sales number here

take total for the entire day and then

you just paste it in there then for your

shipping take that number right there

and plug it in important to note that

you are not taking the total sales

number here cuz this total sales number

this is very confusing for anybody

getting started took me a while to

figure it out this total sales is just

adding up right along here every number

except for net sales that's like a

that's doing its own equation but it's

taking gross sales minus discounts minus

returns plus shipping duties is new

additional fees is new too but then

adding tax wonder if additional fees is

going to be transaction cost that' be

nice but anyway you don't want the total

sales number because we're breaking it

down here next the pr IFI charge we set

up our printify account so that it bills

us on a daily basis at around

11:50 p.m. so it bills us all at once

for the entire day so we just check our

uh Capital One card see what the the

bill was for the day and then that's the

number that gets pasted there it's

there's really no other better way to do

it with printify aside from like if you

want if you really want to go through

and add up every single order which just

isn't really feasible next Shopify

discounts you get that from right here

and then Shopify refunds is your returns

number these are just formulas you don't

have to do anything with those oh I did

this I highlighted any number that you

have to update it's highlighted in

yellow completely forgot about that with

the exception of these the Shopify fees

you can either paste these in by

grabbing them from your payouts so you

go up here finances payouts yeah we

haven't had any yet so there's nothing

there but you can also see what your

transaction fees are from right there

then our advertising spend you just pull

up your ad account go to the day you're

running the balance sheet for and just

grab this number double click command

C command shift V to just paste the

value UND do that but then your

advertising Google spend same thing you

just go to your Google account this

overhead expense this is just the same

Val we calculate this on a separate

spreadsheet and then we just copy paste

this value over and then the rest of

these are automatically filled if you

don't if you're not over like a million

dollars in sales with prile or at least

like 100k a month you're not going to be

able to get this but so you can just

leave that at zero for now and that's

something to work towards then Capital

One 2% if you don't have a capital 1 2%

card or if you're International I don't

know anything about International credit

cards but if you're in the US highly

recommend opening one of those and then

we use so we use that for everything

besides ad spend ad spend we use the MX

gold card and then these numbers are

yeah automatically filled so I know I

went through that kind of quickly but

it's relatively straightforward you just

fill in what's in yellow and then we

talk about the analytics and like

reading the metrics next we have our

balance sheet which if you never run one

of these before very simple just you

have your accounts payable or your AKA

your liabilities and then you have your

accounts receivable or your assets any

accountants or bookkeepers would

probably scoff at the way that we do

this but it works for us so accounts

payable is you just go through every one

of your accounts

every credit card every advertising

account if you've collected sales tax if

you have payouts you have that you owe

to your to your Affiliates you go

through all those accounts and and check

and then you just fill in those numbers

like so if I check and see that we have

a $155,000 balance in Capital One

meaning we owe $155,000 on the card

these are just madeup numbers then an

important one to track that can be kind

of sneaky is your Facebook uh amount

outstanding so since Facebook doesn't

bill you for every dollar spent that

would lead to a lead to a crap ton of

charges they bill you in increments so

since this is a brand new account

they're billing us in very small

increments of just two bucks that's wild

that's actually even lower than I've

ever seen before but this is going to

incrementally increase up to like $900

you could owe anything between Zer and

900 bucks you want to capture that

because that's a a material amount to

keep track of so right now our balance

is just 92 cents nothing crazy easy do

the same thing in your Google ad account

so like say that we owe I don't know 20

bucks and then sales tax so we'll do a

whole separate lesson on sales tax but

you don't have to worry about this in

the beginning this is not Financial

advice this is not legal advice this is

nothing don't listen to me but your

sales tax that you're collecting from

your customers after you've surpassed

the thresholds that number shows up here

again we'll cover that in a separate

lesson but you want to make sure you're

tracking how much sales tax you're

collecting because that has to be

remitted to the state so that's another

accounts payable you don't actually own

that money and if you just hold on to it

then that's illegal so let's say that

we've collected 150 bucks in sales tax

then let's say in our affiliate software

we can see that Affiliates have driven

like I don't know 500 bucks in sales and

from that we owe $75 in payouts to them

it means that our total liabilities in

the company right now would be

$5,245

but then if we

then we go over to our accounts

receivable or assets we check our bank

account and see that we have 25 Grand

sitting in there then we check our the

amount that the sales that are in

transit from Shopify so the way we check

that is by going to finances payouts

again there's not going to be anything

here but it'll show you like the amount

that's collected from like your sales

that day it'll show you how much is

coming in actually I'll just show you on

the store we're running right now there

so here's a screenshot from the store

run running right now so our we can see

the previous amount that was paid out so

if I check the bank account I should see

that we have a $93 26 deposit from

Shopify into our bank account and then I

can see our next payout which is going

to be deposited on the 8th is going to

be for $1,292 66 and then we have a

balance that's yet to be paid out of

$468 75 so to get my Shopify Transit

amount here I would just hit equal and

enter amount one let's pretend it was

500

bucks 500 plus

750 and that's the amount that we can

expect like that's money that like it's

ours it's just on its way next is Paypal

hold so if you're a brand new PayPal

account sometimes they'll put like a 20

to 30% hold on your your transactions so

if you do 100 Grand in sales they're

going to keep 20 to 30 grand of it for

90 to upwards of 180 days I've had over

250 Grand held by pay pay for which

sucks but they do it for newer accounts

and they can get away with it cuz

they're PayPal but similar to Shopify

Transit you see what your PayPal

balances next this is kind of specific

to us but we do uh if you have a 2% cash

back card you can add in whatever your

rewards are up to uh and then printify

wallet this will normally just be zero

but if you if printify like refunds any

of your orders or anything your printify

wallet will start to rack up with I'll

show you where you can see that if you

go you're in printify you go to wallet

payments it would be this number here so

it's normally going to be zero cash back

zero zero and there you have it uh so

that's the total cash that we have in

the business but you see how important

this is that if we weren't running this

spreadsheet and we were just checking

our bank account balance I would think

that I have 25 Grand in the business

which is off by 14 Grand because I'm not

really or I mean maybe the credit card

balance that's a pretty easy one to

catch but like all these other ones I

use low numbers for examples but like

the Facebook balance could easily be

$8.97 Google could be like another 400

your sales tax could be like I think on

the other business we have like three or

four grand so far that we've collected

that's our bookkeepers in the process of

remitting so that can be a big number so

if you're not running this every day or

at least weekly you're going to miss

stuff like this and you get a false

perception of how like how well the

business is actually doing similarly you

can run your profit report and think

okay here's my my profit for the past

week just look at this

$532 in profit not bad that's how much

money I made which uh it's like

bookkeepers could go on bookkeepers and

accountants could go on about this for

for years but your your what your p&l

shows is not the actual amount that you

own in the bank that you have to go

through your balance sheet to find that

and so what I was doing is I was just

running the p&l I would go okay we're

doing well but then I would go to check

the balance sheet at the end end of the

month or check the bank account at the

end of the month and I'll be like where

the hell did all the money go and

there's just it's just Death By A

Thousand Cuts that there's so many

little transactions and fees and like

miscalculations that you just won't even

catch until you have like like a a CFO

or controller in your company like

there's just so many little things that

a personal spending if you like ever use

your business card for like going out

for dinners or anything like that that

number is not reflected in here anywhere

but you know what what does catch it is

running your balance sheet cuz the

balance sheet is just all things

considered here's where it's at and to

hammer home what I was saying earlier so

say that we were about reconciling your

p&l to your balance sheet if we're on

the second now and I'm running the

balance sheet for or I I just ran the

p&l for the first okay and I come up

with what's the final number it's not a

fun number for an example but say - 148

now I'm running the balance sheet on the

second in theory if I'm catching

everything then this number should be

just minus 148 okay but but because this

was the total amount like left over in

the business yesterday then yesterday

happened and we lost 148 so the number

after I fill in the balance sheet should

be that nine times out of 10 it will not

add up to exactly that because of all

the stuff we just talked about so long

story short run both your p&l and your

balance sheet and it'll it'll save you a

lot of a lot of time money and heartache

so there you have it hope this was

helpful and I'll see you soon

[Music]

[Music]

in this module we're going to be talking

about one of my favorite parts of

running a business customer service I

know that sounds really crazy because

who likes customer service but honestly

customer service is so important when it

comes to running your own business and

brand and I truly feel can make or break

the customer experience so just to help

prove my point there's actually a Forbes

article so you know it's legit coming

from Forbes and they have given a bunch

of statistics on the importance of great

customer experience and customer service

so 83% of companies that believe it's

important to make customers happy also

experience growing Revenue that number

alone is crazy and really it's

statistics like this that drive

the type of experience that I like to

give for our customers and why I strive

to be different from pretty much

everybody else another crazy statistic

customers switching companies due to

poor service costs us companies a total

of $16 trillion that is an insane amount

of money and not only that customers who

have had a positive interaction with a

brand they're more likely to tell their

friends about that and you're getting

Word of Mouth marketing is free like you

don't have to pay anything for that it

costs so much less to keep a customer a

happy customer than it does to piss off

a customer and have to go out and get

another brand new customer to come to

your store and buy so keeping those

kinds of Statistics in mind are really

what drive my thought process when it

comes to handling my customer service so

some big important factors of customer

service are specifically your support

email which we are going to go through

different ways for you to organize your

Gmail account into some different

mailboxes to keep customer service

tickets organized that way you don't

have to be breaking the bank and

purchasing an expensive customer service

application I think that's important

down the road but when you're first

starting out it's definitely not

necessary but staying organized

absolutely is necessary another thing

that we're going to be talking about in

this module

is how we structure our return and

exchange policy and I'm going to talk

about how I interact with our customers

and my philosophy on customer service to

help you get a better understanding of

why we do what we do so first let's get

into Gmail and organize our account a

little bit so it makes it a lot easier

for you to take those uh customer

service requests and keep a close eye on

them and know that you are making your

customers happy and taking care of them

so as you can see our primary tab is

empty I've set up where we have primary

social and update tabs at the top so

primary is where pretty much all of your

emails should be coming into anything

from a customer should pop up here in

this primary email in the updates I have

moved over all of the emails that we

currently have in our Gmail account

because we use this email to sign up for

different applications and different go

Google accounts and that kind of stuff

so I've moved them over here because

these are things that yes we'll probably

look at from time to time but when it

comes to customer service we're not

really handling that so I've created a

label over here business related emails

so anytime I get one I can just throw

that label on it and move it over to the

updates tab but our main focus is going

to be right here in the primary tab in

order to keep things organized we can

create different labels that then we can

add and take away from emails so for the

time being I'm just going to send a test

email and we can play around with this

email and I'll show you how I would

specifically handle it okay so I've just

sent that email let's wait for that to

pop up right here in our mail box okay

and so here's our email so this is how

your customer service emails are going

to come in you're going to see this

subject line I need help and we can look

at the preview my order arrived with a

torn sleeve please help so we already

have the gist of what's going on so some

different labels that I would create so

that we can best organize these emails

would be open

ticket closed ticket and a ticket is

basically the service request from the

customer right now I would label this

email as an open ticket because we have

not yet solved the problem once the

problem has been solved the issue has

been addressed we can then give it that

close

ticket label we can also come up with

some different labels as like defect

wrong

size wrong

color address issue because people say

they put in the wrong

issue return

request refund request and we may think

of some others along the way the next

thing that you can do is you can

actually label all of these tickets when

you would open this you would want to

label it as an open ticket now and you'd

also want to label it as a defect so now

if we go back to our inbox you can see

it's a defect it's an open ticket so

that way we know this issue has not been

addressed and it's a defect and these

labels will slowly start to build up and

then you can look at what are your

biggest issues that you're currently

having within your brand and you can

make changes based off of that which is

really nice but we have this nice defect

order so we're going to reach out to the

customer you can automatically look at

the customer's name or the email that

they used and look it up in Shopify to

see if they are a customer so in order

to do that we can open up Shopify again

there aren't going to be any customers

here cuz we haven't started driving

track to this site but you could put

that search in here so we could

say NOP nothing so that's not POS

popping up we can try the email the

email address still isn't popping up so

the first thing that we're going to need

to do and ask from this customer since

we can't find their name their email

address therefore we can't find the

order that they're talking about you

would want to reply to them and say hi

thank you for reaching out to seasonal

collections we are so sorry that you had

this defect on your clothing we've tried

looking you up in our customer database

and we're not able to match the name or

the email to an order would you happen

to have the order number or the email

address that you used so that we can

find this order and make sure that we

make this right in the meantime if you

wouldn't mind sending an image a picture

of that defect as well showing the full

t-shirt or the full hoodie the rip and

the design that would be so helpful so

that we can actually get this defect

addressed and figure out how we can best

take care of this for you I say that

because printify is going to ask for

those images to see that defective shirt

we have to provide that image for them

they will say yep that's right this is

definitely an issue on our part we will

either send a new t-shirt or we can

refund this order for you so there's

definitely different ways that you can

handle customer service issues and I

will link all of them below somewhere in

this video I will link all of the kind

of customer service issues that you

could have as well as easy solutions and

how to best serve those customers very

quickly because a fast response rate is

huge people want to know that somebody

has seen opened their email they also

want to know that they've been heard so

a lot of times customers when they're

reaching out to customer service they're

not happy they're upset because either

it was the wrong size the wrong color

the print was off center typically it's

more of a negative experience for the

customer and our goal is to turn that

negative experience into a positive

experience and one that's not painful

if you have a customer who's trying to

continue to jump through hoops they're

just going to get aggravated and they're

going to say you know what this isn't

worth my time I'm not purchasing from

this company again I'm done versus

listening to them listening to what they

need what they want how they want this

issue resolved and then making it happen

kind of going back to those statistics

so let's just say the customer got us

the image we reached out to printify

printify they're going to send us a new

shirt that's great the customer is taken

care of we tell them hey Meg thank you

thank you so much for the image that you

sent us it worked out perfectly we are

actually going to be able to send you a

brand new shirt free of charge to the

address that you provided for us we are

so upset that this happened to you and

that is definitely not the customer

experience that we want our customers to

have so you close the loop you let the

customer know how you've handled this

situation how you've covered it and once

that's done you can then take off that

open ticket and put a closed ticket

label on instead and once it's closed

you could just move it over to social so

primary can keep your open tabs your

Open tickets while social can then hold

your closed so you still have all of

those closed tickets you can refer back

to them make any kind of reach back out

to those customers if they're still

having an issue or if you want to check

in and see how things went but other

than that you can keep it in this closed

area so it's not just clogging up this

primary inbox now typically when you're

first starting out you don't have that

many customer service emails once in a

while you'll get some but once you start

scaling up there's a good chance that

you'll have probably close to 20 tickets

per day I would say so keeping this

organized and making labels it would be

really nice if I was able to color code

these labels which I know there is a way

to do it it's just not letting me but

color coding them is a great way to just

continue to organize and keep a better

eye on your customer service stuff if an

open ticket you could label red that's

how you know it's really important this

is not closed yet I have not not close

loop with this customer how am I going

to fix this who am I waiting on those

kinds of things yeah now a question that

we get asked a lot in our school

Community is how do we handle return

requests because you will get that you

will have people who they just didn't

love the order they will say this shirt

quality was not the kind of quality that

I was expecting or the graphic just

doesn't seem to match the picture that I

saw online whatever it may be people

typically like to be ble to return their

shirt print on demand is a little bit

different because we don't hold stock so

typically if we were taking a return

back that shirt would then go on a shelf

if somebody else ordered the shirt would

come off the shelf and shipped to

another customer but print on demand

doesn't work that way because they're

just pulling a blank they're putting on

our graphic design and then shipping it

to the customer you have to be very

transparent in your return policy we can

take a look at what our policy is this

would be our refund and like return you

have a 30-day return policy be eligible

for a return the item must be in the

same condition you received it unworn

unused with tags and in its original

packaging you also need the receipt or

proof of purchase again we have our

support email here for them to contact

us if your return is accepted again we

are not going to ever send out a return

label you could and you can accept them

like at your home address or to a PO Box

um but typically what we're going to

tell those customers is please keep the

shirt we'll give you a refund because

you weren't happy with the order

whatever it may be but please keep the

shirt and either give it to a friend who

would like the shirt or even better give

it to somebody in need um and that way

your customer service turns into doing

good like you're not just in it for no

you're not getting your money back and

you can't return it sorry better luck

next time there's a lot of companies who

handle their customer service that way

and that is just going to lead to a

negative experience every every single

time so if you can give it a positive

turn and say Hey Joe we're so sorry that

you didn't like the t-shirt that you

received we've gone ahead and we've

given you a full refund on your order

please don't worry about returning the

shirt um instead please find a friend

that would enjoy this shirt or donate it

to a homeless shelter somebody in need

somebody where this shirt could brighten

their day a lot of people are very taken

back by that and very impressed with

that kind of customer service because

very rarely does customer service like

that happen can be a little hard when

you're first starting out and you're not

scaled up to a point where you can cover

those kinds of situations but I

guarantee that's going to keep a

customer more than anything else that

you can provide so even though you can't

physically accept the return you

absolutely can still make the customer

happy and hey maybe we're not that

customer's cup of tea but maybe he has

three friends who are really into your

niche as well and they love your teeth

they love the fit of them they love the

material that they're made out of they

want to wear them every day and that

kind of word of mouth marketing is worth

10 times what you just refunded the

order for so saying that you can't get

things returned that kind of gives

people the idea again exchanges work the

same way unless it's a printify issue so

if a customer is reaching out saying hey

I ordered a size large but received a

small you're then going to look at that

order you're going to say that's really

odd they did order a large but the

picture they sent is a small shirt

you're going to send that proof to

printify and say hey this customer got

the wrong size printify will then again

either reship the shirt or they will

refund the order and again the customer

gets to keep that so A lot of times

customers will reach out and they're

like okay what do you want with this

shirt you just say please keep that

shirt and donate it to somebody in need

or give it to a friend and they're very

impressed by that they don't have to go

to up yes they don't have to go through

the mess of returning a shirt and it

works out for you too it's like a win

but there's definitely issues with

orders the brand that we run right now I

think our returns are less than

1% of over overall Revenue we have that

buffer where we're able to help

customers out in that kind of way and

again we've only seen it as a positive I

don't know about you but I can't stand

when I reach out to a customer service

for a business and I just get the

generic Auto message that we have up to

72 hours to reach out to you it drives

me nuts at least and I think it's

important as a small business to be

getting back to our customers even

faster than these big businesses do and

handling the customer service

differently I actually created my own

GPT for my current brand that I run and

I basically can just feed it an email

it'll read the email and spit out a

personalized response based off of all

the different documentation that I've

given that GPT of our refund policy our

return policy if somebody asks to return

it it already knows to say please help

spread our mission and give this product

to a friend or somebody in need and help

to brighten their day so there are ways

for you to make customer service easier

on yourself because I do have to say it

will get daunting and sometimes just I

don't want to say depressing but like it

can be a lot because you can be dealing

with customers who are really just not

happy individuals so it can be very

draining so if you can remove you having

to give that like Personal Touch and

being a business owner you're going to

feel it like 10 times more than if you

were just a customer service

representative for a company you're just

going to feel it more because you're

like this is my brand this is what I

stand behind I can't believe somebody is

saying this about me but really it's not

about you it's just you're never going

to please everybody everyone people are

going to have a problem with the fit

they're going to have problem with the

material you could use the nicest

quality t-shirt on the market and

somebody's not not going to be happy

with it it's just impossible to please

everybody keeping that big picture in

mind and coming up with a personalized

response back makes a person really feel

like they've been heard because so much

customer service today is just turning

into clicking a few buttons and

hopefully taking care of your problem

instead of having a personal

conversation so we found that actually

creating an email based off directly off

of what this customer has sent to us

using the chat GPT that we created has a

great response back from customers so I

highly suggest taking the time learning

some customer service and absolutely

running it for yourself for a while

because you're going to learn so much

about your brand and how to communicate

with customers and how to best handle

these kinds of situations again it's a

lot of repeat issues over and over again

but I think it's a really important area

of business that often time gets

overlooked and if we didn't have our

customers we really wouldn't be a

business so keeping that in mind and

keeping the customer in mind I think is

one of the most important things now if

you did need to refund a customer you

would want to go to Shopify you can go

to orders or you can go to customers and

then find the order so we don't have an

order at this moment but orders would

pop up here you can click the order that

has an issue and at the bottom once

you've opened up that order it'll say or

up here it'll allow you to refund the

customer so if it is an issue where the

customer wants their money back you

would simply just click that little

refund button and it would automatically

send an email to the customer saying

that an a refund has been initiated and

when you do reach out to that customer

you just have to let them know that it

can take up to a week for that money to

go back to the account it's not going to

be instant so just educating the

customer on what to expect so that 2

days later you're not getting another

nasty email saying like where's my money

you said you were going to give it to me

and this isn't legitimate it's

legitimate so just giving the customer

as much information as possible of where

you are in the customer service process

is extremely important and just the

better that you can communicate the

better it's going to be for yourself or

your customer service rep that you will

eventually hire but yeah that's how I

would organize our Gmail account I'll

show over the course of the next 30 days

in our in our paid group how we handle

customer service tickets I'll do some

live screen shares and show the GPT that

I have made and how that handles

customer service requests how I go about

asking printify for help doing things on

the Shopify side so if you're interested

in that please join our paid School

group if you're interested in learning

more but this is like your basic

customer service one-on-one module don't

hesitate to reach out if you have any

questions about customer service again

this is one of my favorite areas of the

business so I'm happy to answer any

questions that some people have and yeah

thanks for watching

[Music]

running the day-to-day operations of

your print on demand Shopify brand comes

down to two main things number one is

launching new products two is monitoring

the ads but that's the high level the

the actual day-to-day varies a lot

depending on what stage you're at

whether if you've hired employees or

it's just you right now so in the

beginning when it's just you you should

be first checking your Shopify if you've

already launched ads checking your

Shopify data Facebook ads monitoring

performance and especially early on

learning everything you can about how

things are are performing and tweet

making tweaks to your site to optimize

conversion rate checking you know if you

need to launch new ad creative

especially early early on like it's a

lot of just like launching as many new

products as again launching all those

products into ads and spending hours

like in your ad account and launching

new products nowadays where we're at

which we have VA who handles all of our

customer support so they're responding

to email tickets responding to comments

on social media and then we have another

VA who is um managing all the product

uploads so they create like all of the

new products like anytime we have a

batch of new designs that we want to

upload they go through and create them

in printify and replace the mockups and

Shopify by that whole process so

customer support and like product

development is pretty much taken care of

so on a weekly basis since our ads are

running pretty consistently I just check

in and increase budgets see if you know

basically make sure everything's running

well and then Meg uh runs the financial

reports so every day she's running the

p&l and the balance sheet um moving

beyond that beyond the stage we're at

where we only put in like a couple of

hours a week and but we're also not

really like we're not trying to grow it

into a multi7 configure brand if we were

it would be a completely different story

like the next phase for us would be

hiring a manager who's overseeing the

customer service team um support or the

product team and then who's running all

the p& up basically taking everything

off of our plate that we're currently

doing we would train the manager to do

it and then that would Elevate or free

up Megan I time to elevate ourselves to

whatever the next thing is but in the

day-to-day for most of you guys it's

going to be a lot of looking at your ads

checking your Shopify data and then if

things are going well decide do you want

to grow even bigger if so rinse and

repeat make more products launch more

ads that can get you to like $2 to $3

million a year in sales if you want to

grow beyond that cover that in the

scaling section but uh yeah the

day-to-day is is pretty pretty laidback

nowadays so that's what we're spending

our time on for the most part hopefully

this helps give you a frame of reference

where your time should be spent and as a

side note as early on you should be just

learning and consuming as much

information as possible like rewatching

this course watching other YouTube

videos studying your competitors so

that's whole another like block of time

that I would be allocating in the

day-to-day basis so bringing it all

together when we wake up in the morning

first thing I'm doing is checking the

ads making sure everything's running

smoothly then checking our performance

from the day before Meg is running the

p&l using the templates we gave you then

she runs the balance sheet makes sure

that everything adds up how you'd expect

then we check in with the customer

service team team make sure all the

tickets comments orders are in good

standing and then we can pretty much

just stop there for the day if we want

if um you know if we're trying to launch

more products then Meg would work on

that if not then you know that's pretty

much it to keep the lights on so so yeah

that's what a day in the life looks like

so hopefully this helped give you a

frame reference and I'll see you soon

[Music]

so in this module I'm going to talk

about the different issues that we've

run into and different fires or like big

problems that we've had with running our

brand so this is coming kind of more

from like personal experience and how

we've handled these situations

specifically with the brand that we've

run out for the past like 3 years almost

so let's get into it one of the biggest

problems that we have ever faced really

came down to our Facebook ad account I'm

sure Chris has talked about this in the

advertising section but this was

probably our biggest issue that we've

ever faced because it was an issue that

was just out of our control what

happened was my ad account accidentally

got hacked by somebody else they were

running their ads through my ad account

and my credit card was getting charged

so in order to stop this crazy situation

from getting any more out of hand I

reached out to Facebook customer service

and they ultimately just shut down the

ad account and from there it's kind of

just like out of your control it's up to

Facebook to do an investigation it's up

for them to give you the rights back to

that ad account so it just really stunk

and kind of stopped our business and our

traffic in place after months of

reaching out to their customer service

not really getting any help or any

update on the situation we decided to

just kind of like let things settle for

a little bit and after some time we

realized hey we're probably never

getting the rights back to this ad

account and so we started a brand new

business manager we had to make a new

Facebook page Instagram page but

ultimately was still able to run the

current brand that we run now to this

day that's been the biggest issue that

I've ever run into as a print on demand

business owner that's the first fire in

those kinds of situations it's really

just reach out to customer service hope

for the best and if it's not really

going that way giving it some time for

Facebook to kind of settle down calm

down and start over and build fresh that

would be probably the best way of

addressing that issue you don't want to

just kind of keep making new ad accounts

because then Facebook just gets kind of

SK sketched out and thinks oh is this

still you know somebody trying to hack

into this account that kind of thing

always always set up two Factor

authentification be very very very

selective of who you are adding to your

ad account if you are adding anybody I

think Chris even says he doesn't suggest

adding anybody to your ad account but if

you do make sure they have two Factor

authentification set up just be very

very very careful with your ad account

another big fire that we've had when

running our print on demand Brands was a

huge out of stock issue this happened

during covid so companies were semi shut

down not really doing their normal

volume it was just kind of weird times

and at the time we actually had a

t-shirt that was scaling a design that

was doing really well specifically on

tropical blue which was like this really

pretty teal blue t-shirt and PRI just

like did not have stock and it was an

absolute mess trying to figure out like

when was there going to be stock how can

I let these customers know when they

would receive this shirt and it was just

absolute Madness luckily since 2020

everything has gotten so much better

since then you can reach out to customer

service ask about stock kind of

situations when printers should be

receiving new stock on certain colors

but also having the nice function of

rerouting that was not a thing when all

this went down in 2020 I was not able to

just reroute all these orders so it just

ended up being like a huge refund to

pretty much everybody who I couldn't get

a shirt to which was unfortunate because

when a shirt is scaling and doing so

well you're like pumped you're like I'm

making so much money this is amazing

it's awesome but I just was not able to

deliver on the Fulfillment end so that

was just a fire that you try your best

to do try to get people to maybe switch

the color to one that's in stock but

again if they're not happy with that

some people are okay with it they're

like H yeah you know what get me the

royal blue that'll that'll be fine but

not everybody is wired that way other

people are like no I want the tropical

blue so if I can't have the tropical

blue I want a refund so it just turned

into pretty much refunding a lot of

those orders and not doing as great as

it could have been but it was definitely

a big lesson learned and something that

we've learned to this day is like we

don't really put too many funky colors

up we kind of keep to more of the

neutrals and like that's what we'll

advertise for because typically if

people like the ad they like the color

that they saw on the ad and they're more

likely to then buy the one that they saw

on the ad some other fires that we've

had customer service can always be a

fire there's always issues there not

everybody is going to be happy with

product that you're selling or with the

quality of the design you name it people

find something to complain about

unfortunately but we have found that

handling those situations with really

solid communication just being overly

like thoughtful and just trying to put

yourself in that customer's shoes it's

the best way to handle those situations

how would you want to be treated if you

had sent that email like what kind of a

response would you be looking for again

you're going to get nasty emails as it's

just a part of customer service so

responding in a nasty way probably isn't

going to get a great response back from

that customer they're probably just

going to look at it as this isn't worth

my time I want my money back and I'm not

going to purchase from you again versus

taking the time listening to the

customer understanding the issue and

being able to resolve it in a way and

turning that situation into a more

positive experience goes a really long

way so there's a whole section on

customer service so I won't dive too

deep into that but there's always like

many f fires going on some other fires

that you can run into specifically with

Facebook advertising sometimes you'll

get bots that are just like spamming

your Facebook inbox that's where people

can DM you and sometimes you will get

customer service tickets in there so

it's always good to check but all the

time we get people who are like your

Facebook account's going to be shut down

and never click on those never respond

back to them honestly if Facebook's

going to reach out to you it's not going

to be through a DM so just delete them

Market a Spam people are out trying to

scam all the time another fire that you

can run into is actually in your ads you

can I know Chris has talked about the

Facebook ad Library so you can see other

ads that other companies are running

there are people out there when they see

your design doing well they will just

rip off your design they will literally

copy paste it put it onto their own

website and then they'll spam your they

will spam your ads with a link to their

site I don't know how they do this it's

like insane how fast it happens but if

that happens you would just click like

Banning that customer but there was a

good solid I would say like month that

on all of our ads we were getting

spammed with another company just trying

to get people to go to their website and

they would make new Facebook pages and

just try directing traffic that way so

again you can't really prevent that it's

just keeping an eye on those comments

checking them at least a few times a day

or getting notifications somewhere like

in an email that way you can kind of

just like put that fire out pretty

quickly and yeah you would just like ban

that person from being able to comment

on any of your stuff a fire that I

specifically went through it was

actually the first employee that I ever

hired clearly I've learned a lot more

since then but I hired a customer

service agent who just really was not

doing her job so I learned a lot from

that situation so always when hiring

it's always I feel like almost an

awkward situation until you get used to

it like you don't want to come across as

too strict but you don't want to also be

too lenient it's kind of finding a nice

happy medium so being very specific in

your job description of what you're

looking for what the expectations are

making sure that that customer in this

case it was a customer service rep

understands that understands the brand

and your policies if they don't

understand the policies then how are you

expecting them to answer your customer

service tickets so really giving your

customer service rep a very good and

in-depth training is always a good thing

but I just kind of like let things go

she was like oh I have experience and

customer customer service and I just

kind of thought oh this is perfect like

great so some time went by and I was

like you know what I should probably

jump into the you know email platform

and just kind of take a look at what's

going on and it was a complete disaster

there were so many customer service

tickets people were so mad because they

were like this is the third time I've

reached out to this company and I

haven't gotten a response and that was

leading to people commenting on our ads

like do not buy from this company they

don't respond to emails this is a scam

like that's the worst thing that you

could ever imagine happening to your

brand and not what you want people

saying so I ended up having to fire her

and I was like you know you haven't been

answering the customer like you haven't

been answering the tickets and like I

had tracking on an app but I guess she

was just like pretending to work and

wasn't actually working so I'm looking

I'm like oh cool like all this work's

being done this is wonderful to it was

an absolute disaster and just made my

life a lot harder so I had to go back in

kind of handle all those little mini

fires that were occurring but it was a

very good fire in the way that I learned

a very valuable lesson of you really

have to train your employees you have to

find the right person you have to kind

of find the right fit too it doesn't

always just happen overnight I think in

our mind we think it will cuz we're like

oh this is great this is a task that's

now off of my plate off of my shoulders

one less kind of like responsibility but

it's kind of a new responsibility

because you may not be handling the

customer service anymore but now you're

leading a employee checking in with with

them and trying to support them in the

best way possible and also while keeping

an eye on it every once in a while I was

go like I still go into customer service

tickets and I look and see how they've

been answered are people happy with the

service that they're getting now we use

gorgeous which is great because it gives

us the analytics of everything and

allows us to send a review email to our

customers and they can actually rate the

experience that they had so now we have

like a 4.5 out of five rating for our

customer service representative so for

me I'm like okay that's amazing she's

clearly taking time and good effort and

getting back to these customers and

they're giving her an outstanding rating

so starting out you kind of miss out on

those things but as you start to scale

and you can afford to add on a software

like gorgeous I would say it's

definitely worth the money and the peace

of mind but yeah that was a pretty

significant fire so learn from my

mistake before you go and just hire

anybody to cover especially your

customer service the one thing that you

have to know about we call them like

fires or problems or situations is

something's always going to be happening

very rarely are things just running 100%

perfect all the time on your business

even having over four plus years of

experience at this point but going in

with the mentality of no matter what is

happening in the business I can solve

this problem there's always a solution

you have always made it through every

single day up until this point there

hasn't been a problem that you haven't

been able to solve so just keeping that

in mind it could be a problem that

you've never had before but there is a

solution and a lot of times you can

Google it or or in this case if you are

a part of our school Community then you

can reach out to our community and say

hey has anybody had this problem chances

are probably seven people have had the

problem that you're now facing and they

can give you advice that they maybe

didn't have but they figured out on

their own and kind of just like jump

starts you're fixed to that problem so

always using Google always use different

types of communities where people are

kind of in the same boat as you that's

always important you know for me and

Chris we've always been able to to lean

on some of the other guys that he lived

in that house with in that e-commerce

incubator they still run businesses to

this day and Chris will reach out to

them and say like hey I'm having this

issue have you ever had this problem

with your ad account and a lot of times

somebody responds they like oh yeah that

happened to me last week it was so

annoying I did X Y and Z to fix it this

seemed to help that's always important

to have that kind of support system so I

would highly recommend joining the

school Community really just for even

that alone I mean we offer great

resources and we're available to answer

questions but yeah having that community

of people who are in the same boat will

help you and take you so much further

through all this so just remember there

is no blueprint if there was a blueprint

probably so many more people would have

businesses but there isn't there's no

manual it's just kind of like a puzzle

you're getting new pieces and you're

finding ways to make them fit and it's a

lot of just common sense and thinking on

your feet really making quick decisions

and dealing with the consequences

afterwards you could take so long

thinking through a problem and just

agonizing over it versus just making a

decision and seeing what happens and

then dealing with how you thought the

solution was going to go so I would take

that advice but just know fires and

problems are inevitable they're going to

happen I'm sure you know Elon Musk has

problems going on in his businesses all

the time and his are at like 100 times

scale a thousand times scale than any of

the problems that we're having but it's

just a part of running a business and

running a brand so keep that in mind and

don't let that discourage you you're

going to figure out whatever problem

problem it is and a lot of times you can

turn to a friend a buddy somebody in the

school Community or even just reaching

out to other customer service

Representatives so like if it's an issue

with your Shopify reach out to shopify's

customer support or if it's an issue

with PayPal reach out to PayPal supports

a lot of times it's just like getting on

a phone call with somebody and talking

it through with them and they can then

guide you to the right person to help

solve the problem so keep that in mind

but again fires are going to happen

don't let that discourage you

[Music]

this lesson we're going to be learning

how to create Sops otherwise known as

standard operating procedures and these

are documents we use to either train new

employees or refresh current employees

on our best practices and like

repeatable processes such as the one

we're looking at here which is our new

new designs workflow and the goal of

these documents is to basically write

down every step of a process so that

anybody who doesn't matter if they're

brand new to the company or if they've

been there for a decade they can pick up

this document if they've never done this

before and understand exactly where this

process fits into the overall company

within the overall like higher level

workflow and then how to follow along

with the steps and I used to like way

over complicate this process or just not

do it at all but I thought I had to have

a perfect beautiful template and stuff

and it really doesn't matter just a

basic Google doc that has the resources

or links that they're going to need and

then a loom video which I use for screen

recordings to walk through and show the

process step by step and then the at the

bottom the steps of what they're doing

and this one here is honestly a

relatively complex process that we do

and I would say within the company we

have like probably 30 different Sops and

it's been completely game changing for

us as a company because it just makes

our processes so much more consistent

and even stuff that we thought was like

all right this is how we upload products

pretty straightforward it's like a

Unwritten rule of project management is

like you always assume that you're not

on the same page until you get everybody

on the same page that's what the Sops do

so the structure we use for our Sops and

I recommend creating these for in your

own company with whatever process you're

consistently doing like product uploads

great example making new ad creative

another good example but at the top we

just put a list of the resources they're

going to be using so any Google Drive

folders they need access to spreadsheets

other resources you just put URLs to

them at the top so it's nice and easy

for them to access below that we have

the loom video where I think this one's

5 or 6 minutes showing step by step me

uploading new designs explaining it as I

go and then at the bottom we have the

steps so that you know if they're not

clear on anything and you have to again

you have to document it as if you were

explaining it to a 5-year-old that's the

way that a really good sop is documented

with extreme detail there's something

called the hit by a bus philosophy in

project management where you should

write your Sops as if you got hit by a

bus tomorrow could somebody else pick up

that sop and pick up where you left off

and start completing your tasks so

that's the way we try to fill these out

and here's an example of just some of

the Sops that we have within our product

development workflows so this is

everything from everything on the master

design spread sheet that you see every

single step in that flow uh we have an

sop for so even though the VA like our

team they're amazing we've worked with

them for years they know everything like

cold like they can do it in their sleep

but we still have these Sops as like a

refresher so that if a month goes by and

we haven't uploaded products they can

always go back to it and the way that I

like to create Sops is after I've done

something myself enough times I I know

it really I'm ready to train somebody

for it or to take it over I just screen

record myself doing it Loom is slowly

introducing features where it's like

creating the SOP for you as it goes it's

not quite there but just shoot a loom

video train the person on it by giving

them the SOP saying let me know if you

have any questions and nine times out of

10 if it's a really good sop they won't

have any questions but if they do you

add their questions to the bottom as an

FAQ section cuz the goal is that once

you complete the task you never have to

do it again and the team member is able

to just take it and run and this ties in

with your organiz ation and like project

management in general these are all nice

and organized in a Google Drive so that

everybody in the company is able to

quickly and easily navigate to them this

took us years to start doing this for

whatever reason or I know the reason I

was always so focused on like the

Facebook ads and the stuff that I liked

but once we disciplined ourselves and

forced ourselves to sit down and really

document everything we were doing it

really changed our lifestyle and like

interaction with the company overnight

we went from having to QA and like

double check everything and anytime a

team member uploaded something we were

like is it going to be good or not like

we were finding so many problems and

like the products that were uploaded

customers getting the wrong color

delivered or the wrong design Sops fixed

all of that for

[Music]

us when you're running this business

even as a team of one in the beginning

your organization and project manager

man agement is extremely important

because if you're not organized and

staying on top of what your projects are

staying focused on what you need to be

doing and what you're currently doing

then you end up with a whole lot of

wasted effort and feeling like you're

stuck in a Perpetual cycle of just going

in circles and circles until eventually

you get burned out and frustrated and

you throw your hands up and we don't

want that to happen luckily it's pretty

simple to fix that and first step is

just having the discipline to to stay on

task and keep working on the one project

or the very next thing in front of you

until it is complete think of it as the

big domino in your business what's the

one thing that I need to work on that

once it's finished it's going to make

all the other tasks all the little

things that I could be doing like either

insignificant or completely obsolete

that's a concept from Tim Ferris that's

helped a lot another tool is the effort

impact Matrix that we talked about too

if you don't know what that next step is

fill that out and it'll make it

abundantly clear but the really

important thing is that you you stick to

that especially when the task gets hard

especially when it's something that you

don't feel like doing you have to give

yourself no other option but doing that

like perfect example when we were

setting up our email flows for the first

time it I'll be honest it's like

grueling like this is such a first world

problem to say this but like setting up

email flows is grueling just put it all

in perspective like it's really not that

bad but it it in the moment it sucks

like tons of emails to edit it takes a

long time time switching between them

and as you're focusing on that you can

either choose to stay dedicated and see

it all the way through to completion and

your business will reap the benefits of

that or you can choose to start it a

little bit dabble in it a little bit and

then go ooh I could fix Shopify and you

have to you have to watch yourself

because your brain is very good at

convincing yourself that that's a good

thing to be working on but in reality

it's just like keeping yourself busy and

busy does not equal productive so the

three tools that we use to keep

organized with the team and with

ourselves are again very simple Google

Drive slack and trell Google Drive

here's a picture of what our Master

folder looks like as you can see it is

dead simple this took a lot of effort to

condense everything down into this

before we had just like dozens of

folders that are all randomly named in

order to find anything you have to go

sifting through a bunch of this

just makes it extremely simple like at

the top we have owners that's where like

our Ein LLC docs bank accounts that kind

of stuff all that information goes in

there only Meg and I have access to that

below that we have assets that's like

our logos any design assets that the

team is going to be consistently using

across the board those go in there then

next is management which that's all of

like our Sops templates and that sort of

thing two is product that's like where

our master design folder is it's where

like all of our mockups anything product

related goes in there three marketing

that's all of our like ad creatives and

emails templates all all of that stuff

is stored in there not sure why we skip

over number four but uh number four is

support so anything customer support

related all the uh like answers to the

FAQs that sort of thing goes in there

and then anything we're not sure about

or we haven't filtered just yet just

goes under other and then we have these

exact same channels in slack so that any

communication about product goes in the

product Channel anything about marketing

goes in the marketing channel and sounds

like a simple thing but it it's really

and it is but it's very effective

helping us keep things organized so that

when you are you know launching new

products you don't have to think oh

where was that message about this and

like where's this file just it's right

there and it's in that channel this is

annoying to set up if you're doing it

after the fact but if you're in the spot

that you are hopefully of just starting

out you have a completely fresh clean

slate so organize your folders like this

organize your slack Channel like that

and then for Trello we just use a simple

like it's called can band style board

where we just have columns across the

top of backlog to-do in progress review

and complete and you can add a blocked

column if you want but and we or we

create a new card for every project we

review it on a weekly basis like the

entire board as a team and we review

where the cards are at a couple of rules

of thumb is that you should only ever

have each person should only ever have

one card or one project that they're

working on as in reality you're not like

really able to work on multiple if

you're doing it well back to what we

were saying about focus on one thing

until it's completed and then the review

column is that once either myself Meg

somebody on the team completes a project

it gets peer reviewed by somebody else

so like if I wrote some new ad copy or

Meg just made a new email it get let

gets left in a review for me to look at

it obviously this sounds ridiculous if

you're just a team of one recommend

setting up the board and sticking to

that so you have your source of Truth

and any time that you're not sure what

to be working on next you just go to

your trailer board see what cards you

have ties it pick up a card start

working on it and keep working on that

one card until it's completed then you

pick up another one move it over so on

and so forth if you don't have a central

Hub where all of your tasks and projects

are stored you end up sitting down at

your computer and just working on random

stuff like whatever pops into your head

so yeah so set up your Google Drive your

slack your trell board uh you can do

free plans of all of those it works

completely fine that's how we keep

things

[Music]

organized this lesson we're going to be

talking about some of the ways you can

hire extremely costeffective but super

highquality team members to join your

company and help free up some of your

time to focus on like other areas of the

business and most importantly get a lot

of your your time back feel like you're

not a slave to your business anymore so

first question to answer is how to at

what point should you start hiring and

that's really up to you for us we start

hiring as soon as we know that a store

is something we're going to stick with

like around the turning point of like

getting profitable and we're starting to

ramp up ad spend that's where we decide

to hire people and second question is

what are the first roles you should

Outsource and for us we first Outsource

customer service and then second is all

of the products the design creation and

stuff we still make manage ourselves but

that can certainly be outsourced as well

but customer service is a big one and in

the customer service lesson we showed

how we Outsource it yet maintain quality

which is always important and then the

Sops make managing the team easier but

we Outsource for customer service so all

the tickets comments that sort of thing

all the product uploads is second and

then the third thing is like okay so

I've decided that I want to Outsource

this role within the company but I can't

afford like a US person and I have

always outsourced overseas we worked

with some us-based people but I've found

like a lot of I've had a lot of success

with hiring like like really highquality

hardworking driven individuals overseas

there's just like kind of a science to

it and that's what we're going to get

into so this sop that you have here uh

you can you can just listen because

you're going to you can download this

and look at it for yourself but so the

upside to hiring in the US off of like

upwork or Fiverr something like that is

that you know it's normally high quality

typically high quality people they speak

English they are much faster to on board

a lot of times but it's very expensive

and it's still hit or miss like I've

hired us employees that end up sucking

like I'm sure everybody here who's

watching this has worked with somebody

or has had a cooworker or boss who sucks

like you still get that online for sure

it you're just paying like a huge

premium because they live in the US

which has a much higher cost of living

than somewhere like the Philippines

where where in the Philippines there's

hardworking really smart driven people

just like the US except their cost of

living over there is substantially

cheaper than ours so you can pay what

would be like a bad wage in the US is

like very competitive and like desirable

for people in the Philippines the

downside is that hiring is much more

challenging the reason is that there's a

lot of like just overseas employees in

general that are either a like don't

really speak English B they take on a

ton of jobs all at once and you're just

like one so if you pay them for 8 hours

you might only be getting like two to

three of actual work and if you post on

job boards you will just get flooded

with applications so how do we avoid

that how do we get the Best of Both

Worlds how do we avoid all the BS you

deal with sometimes with overseas

employees H but at the same time get the

cost Effectiveness and that's what this

so covers so the way that I do it is I

create an

onlinejobs.ph account and this is where

we hire everybody from there's going to

be a link for it somewhere around this

video but we hire everybody from it and

we create a job posting for something

like say we're hiring for customer

service and I make a job posting with a

description of what it's going to be

like which is or what the role is and

put it towards the bottom uh of this sop

but we turn up some of the filters that

online jobs has like the ID proof we

make sure that it's at 70 or higher and

we the second thing and the more

important thing is we set up a spark

hire account spark hire is a video

interview software and what's really

important about this is that we put the

link so spark hire the way that it works

is that you set up these virtual

interviews video interviews where you

set aside like here like 10 questions

that are like you can do any interview

questions you can just copy these but

the goal is to like they click the link

the potential applicant clicks the link

and then in the spark hire app they

prompted to record themselves like on

video and audio answering these

questions and then we put the link to

that in the uh online jobs application

which normally the online jobs

application you're going to get like

hundreds of mostly BS responses but when

you do when you add the spark higher

link and you explicitly say in the job

posting that the only applicants we will

consider are the ones who take the time

to complete this video interview and it

takes them like I don't know 10 15

minutes depends on how many questions

you at and those are the only ones we

look at so like for this job posting I

think I have the metrics in here no it

might not be but so I got like 750

applicants on online jobs 30 of them

actually took the time to record a video

interview then out of those 30 video

interviews I watch all of them and I can

immediately tell like if I care about

like if it's customer service I need

them to have like good like English

literacy like or competency so I can

immediately just listen to them and tell

like okay do they check that yes or no

and just by watching somebody and like

hearing them answer the questions you

can tell if it's going to be a good

culture fit with the company versus you

know somebody who's not like somebody

who's super low energy like down like

this and like doesn't really seem

animated at all at least for me not

somebody I really want to work with so

that's very easy to put them to the side

but out of 30 applicants you're going to

find at least three to five that you

really like you choose the ones they

want to get on a phone call with they

have a video in or a yeah either a video

or phone interview which is three of

them so we went from 750 to 30 to now

three really qualified like goet them

type attitude people cuz those are the

ones who are going to take the time to

actually one read the entire applicate

or the entire job description and then

two actually take the time to click the

link and record thems and then three

give really good responses to your

questions just by doing that you go from

a huge funnel where you'd have to sift

through all of those responses to three

really high quality people you get on

the phone with them and all this happens

over like the course of a week or two

and by the end of that period you have

an amazing applicant now how much can

you expect to pay the people uh we have

that in here somewhere you can look up

like the cost of living and wages in the

Philippines we typically pay I mean it

depends on the role but anywhere from

four or five up to 10 bucks an hour plus

uh like pretty generous bonuses and

endof year holiday bonuses as well like

we want everybody in the team we'll talk

about this in the management section but

we want everyone in the team to feel

like they are part of the company and

not that they're just working for the

company so if the company's performing

well then everybody you know gets a

kickback for that um but generally like

five $10 an hour plus a it's pretty

customary in the Philippines to give a 1

to two month salary bonus at the end of

the year oh and last thing that I forgot

to mention is to like really vet the

people before you hire them something

that I recommend trying is a paid trial

and you can do this with each of the

three people uh that you narrow it down

to done this a bunch of times and it it

really helps a lot that before you jump

into bed with hiring somebody and bring

them on full-time you want to vet if

they're like really good culture fit

especially if you already have an

existing team that they're going to be

getting added into so the way that we

vet it even further is if is by offering

them to do a PID trial now the key is

that you have to be extremely upfront

with people you can't just bring in all

three of them and like give them tasks

and not let them know that you know

they're basically on a trial basis you

have to let them know that this is going

to be a two- week trial and at the end

of it we can evaluate if it's good fit

or not and you pay them whatever their

normal rate would be but it's really key

to have that first couple week like

buffer to see if you really want to work

with the person because it really stinks

like investing all that time hiring and

training somebody just to you know

realize that it's not going to work out

out so anyways we'll share the SOP it'll

be linked somewhere around this video

with the job posting the spark hire

questions that we use and then the link

to online jobs so once you're at the

point of wanting to Outsource either

customer service or supply chain any of

the above or your marketing whatever you

pick really uh and you already have like

good Sops on you know training and

onboarding those people once they get

into the company recommend doing that

first too then go through this process

uh and enjoy it's a lot of fun building

a teams especially when you have a good

culture and people actually like being

there which always comes down to you as

the business owner you set that that uh

Cadence or like that energy within the

company but we'll talk more about that

in the management lesson so thanks for

watching and I'll see you

[Music]

soon in this lesson we're going to be

talking about how to effectively manage

your virtual team of either vas or

us-based employees and contractors and

at a high level this to me really comes

down to building a really good culture

that people want to be a part of and

that's fun for people and it's kind of

the theme of this whole course is like

picking a niche that you're passionate

about and that energy like is infectious

in a really good way for everybody that

you're working with and to me the most

important principles are mutual respect

investing in the team and making sure

that everybody feels hurt and you know

that they're contributing in a

meaningful way and that's why like we

talked about in the hiring process it's

really important to narrow like do a a

broad like selection process where you

bring in a lot of potential applicants

and then narrow it down to like the

really top performers I heard somebody

describe team's culture once as the

lowest acceptable standard in a group so

whatever a group if you have a group of

10 people the highest performer the

culture does not rise to that top person

the culture normally drops to the lowest

performer so if you have eight people

that are doing really well one person is

doing okay and then one person is just

doing mediocre and they're allowed to

continually get away with it these top

eight performers are going to see that

like they're aware of everything even

virtually they're aware of that and they

see that standard that's being accepted

and they will go subconsciously human

nature they'll go well screw this I'm

not going to work my ass off and like be

up here when this person is getting paid

the same as me and they're like allowed

to get away with it and as as a an aside

you're included in that you are one of

those 10 people so the standard that you

set for yourself and for the rest of the

group that that's everything like we're

going to talk about like managing

payroll time tracking all that kind of

like the technical stuff but the culture

is the most important thing and to me

that comes down to holding yourself to

the highest standard out of anybody and

being very consistent with that like if

you're late to a meeting you have to

address you can't just act like oh I'm

the boss whatever you you have to be the

person that is setting the example for

everybody else but all right so off my

Soap Box the the Tactical or technical

stuff so when it comes to managing a

virtual team we do a couple of things so

we have our time tracking and

productivity tracking app then we

obviously have our organization and

project management tools like Google

Drive slack Trello like we already

talked about but the time tracking app

that we use where everybody logs into on

a daily basis is called hubstaff and

hubstaff is great because it's very easy

for if you have like a manager on your

team they can create projects and and

your team is able to track time to each

of those projects and the other nice

thing is that so they log in each day

they track their time you're able to

like make sure that you know people are

actually logging in and working which is

more important like when you're first

starting out working with somebody

virtually like you want to make sure

that you know they're being productive

and on top of stuff stuff and I mean

over time that like I rarely ever

checked this think this is the first

time in a month that I've actually

pulled this up but couple of cool things

in here is that you can see like which

projects are getting the most work on

work done on them and then you're also

able so you add anybody you hire all

your virtual employees and then they

track their hours throughout the week or

bu weekly and then you're able to

integrate your payroll software so you

can either use like PayPal or we use

wise which is good for paying

International contractors and it

automatically will run payroll at the

end of the two-e period so you don't

have to go into wise and like manually

send payments to everybody it'll

automatically at the end of the two

weeks they submit their time sheet you

approve it and then it

automatically uh pays them and they

receive the the payment in like a day or

two uh as a as a side note with hiring

virtual employees for tax purposes if

you're a US citizen you're technically

supposed to collect what's called a

w8ben which is basically just showing

that you're not laundering money

overseas or embezzling whatever the

correct term is and uh it's kind of like

a $199 but for virtual or like overseas

employees so definitely this is not

Financial advice but something worth

looking into so that's how we track time

we set everybody up in here it you know

make sure that everybody's being

productive you can see their activity

scores and you know if somebody's like

slacking off either you or the manager

can check in with them that's like human

nature it happens from time to time but

that brings me to the next thing which

is performance reviews and this is

something that I didn't really do for a

long time but it's and I can still do a

much better job of it but like I said

reinvesting uh in like building up your

team like them as people and as

professionals everybody wants to improve

and doing like monthly or even weekly

performance reviews and check-ins with

people is a great way to to do that see

how people are doing not just on the

business side like much less on the

business and more about their personal

life like when we do our standup

meetings which we do like once a week um

it's just a check-in to see how

everybody's doing and the questions

everybody gets like 2 minutes we go

around and uh the first question that

people answer is what's something that

you're grateful for like and it can't be

work-related then second is what did you

work on last week or since last standup

whatever your you know regular schedule

is since last standup what's your plan

like what are you working on for this

coming week and then fourth question is

what's something that's currently

challenging you or blocking you like

what's something that you need from

somebody else or like that I can support

you with and it's really helpful the the

gratefulness question at the beginning

kind of sets like a really good mood and

tone for the whole meeting and then the

goal is to like make it quick and snappy

reason it's called a stand up meetings

that companies run this run these like

you're meant to like come to the table

and literally stay standing the goal is

to make it a short like 10 15 minute

just quick check-in make sure we're on

the same page and then split and if any

issues or topics come up that warrant

additional conversations you put it in

what's called your parking lot just

basically you don't talk about it right

then and there like if we had an issue

where you know somebody found that like

our cost of goods was going up

substantially and that's what they were

going to work on for this next week and

their problem they were facing is they

weren't sure why or they needed like

access to an account in order to you

know look into it whatever it is you

don't talk about it in the standup

meeting you talk you put it in your

parking lot which is where like

afterwards after standup once everybody

goes back to what they were doing you

and that person Circle up and problem

solve it so the goal of those standup

meetings either on a weekly or twice a

week basis a lot of places do it every

single day and uh the goal is just quick

touch base see how everyone's doing

reconnect with the team uh and then just

remove any roadblocks that people are

facing and in my experience a lot of uh

what it means to Be an Effective manager

comes from the previous lessons within

this module it's having a well organized

company it's having your Sops and your

processes well documented so that it's a

place that's easy for somebody who's a

complete beginner or newbie in your

business like they're fresh out like for

everything they don't know anything

making it a welcoming and well organized

environment for them to you know start

to grow in if picture like a company

that you join and it's like all right

there's your role good luck like here's

Google Drive and it's just a mess and

you don't have like standup meetings you

don't have Sops you don't have check-ins

you don't have your kpi spreadsheets you

don't have like you have no checks and

balances you have no idea what you

should be doing contrasting that with a

company where you come in you have an

onboarding call with your manager or

like the owner of the business then you

have clear direction of here's our

Google Drive that's nice and organized

here's here our slack channels here's

how they work here's how to use Hub

staff and then here's all the Sops

pertaining to your specific role here's

the kpis that we're measuring for your

specific role uh like key performance

indicator like if you're the product

development person will you expect X

number of products to be uploaded on a

daily basis if you're ever not able to

hit that that's fine but here's what you

should do and we do standup meetings on

a weekly basis where you can meet the

entire team and you know we do

performance reviews where you and I I

will meet oneon-one on a monthly basis

and at the end of the year depending on

this the business's performance and your

performance individually you get a bonus

completely different experience

somewhere that that person is able to

thrive and you know grow and really add

a lot of value to the business compared

to the first one it's just going to be a

mess and it's not going to end up like

working out for either party and I say

that from personal experience that's the

route that I've gone way too many times

um but I've learned from that now and

yeah hopefully this has been helpful I'm

not an expert manager by any means but

to me it just comes down to genuinely

caring about the team and the people

that you're working with and then

keeping organized so that people feel

like they have the tools that they need

to succeed our goal as a manager is to

be there for the people and to give them

what they need not the other way around

it's like the bottom up philosophy like

it's not top down like you looking down

at the team it's quite literally the

opposite like you were there to serve

your team and viewing it that way just

completely changed the game and makes it

a lot more fun place to work for

[Music]

everybody hi everybody in this module

we're going to go over sales tax this is

one of the biggest questions that we get

asked in our school community and

there's just a lot of questions about it

which makes sense because it's not the

most straightforward topic now before we

dive into this this is not any kind of

legal or financial advice always always

always turn to an accountant or a tax

expert to really dive deep and answer

all of your personal tax questions and

requirements that you need but I'll run

through the gist of Shopify and kind of

let you know how to sign up for sales

tax in the United States so what you're

going to want to do is head over to

Shopify you'll log into your Shopify

account and in the bottom leand corner

you're going to click that little

settings button this is going to pop up

your important information and here is

where you are going to click taxes and

duties so when you click taxes and

duties it's going to pull up pretty much

like all of the different countries

where you could collect sales tax or VAP

tax you're going to look for the United

States you'll click United States and

from there you're going to be given the

Us sales tax dashboard in order for you

to have liability you're going to see

them here so once you've made certain

sales certain thresholds will be met for

those States and Shopify will actually

send you a notification and say Hey you

actually qualify to collect sales tax in

these states if you're not doing a ton

of sales chances are you're never going

to have to collect sales tax on your own

but you absolutely can the reason that

you would maybe want to do this is that

printify is also going to charge you

sales tax so sales tax on that

production cost as well as your shipping

cost so when someone goes and puts an

order in you're going to see the

production cost the shipping cost as

well as tax and that's something that

you absolutely have to pay unless you

give printify what is called a resale

certificate which basically is just this

little legal document with your sales

tax number on it that is letting

printify know or whatever supplier

you're using know that hey I am all

already charging and collecting sales

tax and remitting it for myself so

printify then does not need to do that

for you there are extra Hoops to jump

through this way but you can save a

smidge on your cost of goods by doing

this because any taxes that you

collecting and remitting you're kind of

just like the middleman for the state if

that makes sense you're not paying extra

to printify to cover that tax liability

for themselves it's not really the tax

liability for you so the way that you

can go about this would be by clicking

this button here collect tax in regions

where you are liable so if you click

this button again there are none that

are required at this moment and when

they pop up all you have to do is submit

your sales tax number so you may be

asking how do I even go about that how

do I get a sales tax number what you're

going to want to do is basically look up

the state in which you're now liable to

collect sales tax by doing a quick

Google search of just apply the state

name and sales tax you should be able to

find something like this out ofate

sellers May register for multiple States

including Ohio by submitting a single

application through streamlined sales so

streamlined sales there are some states

that are part of this so as you see here

if you go and throw in this one

application you'll then have a number

that basically exempts you from or I

guess like allows you to collect in all

of these states with the same number so

you can knock out a lot of States pretty

easily but this is where you would

basically come and register your

business you would need a business

account an EIN as well as typically a I

believe you do need to add your business

bank account because you can then file

online and they'll just pull it directly

from that account again I highly

recommend talking to an accountant or a

bookkeeper our bookkeeper actually files

all of our sales tax for us but we do

collect sales tax I do have to say it's

not the most straightfor forward system

especially because of the fact that we

leave this up to the states decide and

every state is a little bit different in

the United States so it can take some

time but honestly Google will become

your best friend in these situations as

well as talking to an accountant even if

it's just somebody on up workk for small

fee for you to just pick their brain ask

some questions but Shopify has gotten

really good and they will notify you

when you actually are required by law to

add that number start collecting and

remitting sales tax Shopify will notify

you you'll see something pop up here it

should also pop up on your home

dashboard notifying you when you've

qualified and hit the threshold for

certain states to start collecting and

remitting sales tax now like we said

before sometimes it makes sense to just

right off the bat start collecting that

sales tax because you can actually use

it to your advantage when it comes to

the printify side of things you can save

a little bit in your cost of goods again

it doesn't have to be something that is

immediately done you can absolutely take

your time with this unless you are

scaling super fast and hitting that

threshold in certain States it shouldn't

really be that much of an issue once you

get that notification here in your

Shopify dashboard they'll have you click

on that state and all you'll have to do

is enter the information typically it's

just whatever number the state gave you

as your sales tax number so you update

that into Shopify that's enough

information for Shopify to say okay

they're collecting and committing

they're not just collecting the sales

tax and then not paying it because that

would be illegal and wrong but here in

printify if you log into your printify

store and go to your wallet and click

taxes you're going to see you can sign

up for taxes pretty much anywhere in the

United States to submit that number or

that resale certificate so that printify

will no longer charge you sales tax so

if you click here the USA all you'll

have to do is Click submit a certificate

it's going to pop up this Little Wizard

you will just click the states in which

you have resale certificates in or sales

tax numbers and from there you'll fill

out that quick information you'll throw

in that number and once you hit submit

everything should very easily go through

printify has really streamed this

process a lot and unless there's an

issue they will send you an email and

notify you about that but typically once

they have the number you're pretty much

good to go you can always talk to a

customer service representative down

here in the bottom left corner and

they're pretty good at answering those

questions in regards to sales tax as

well another question that we get asked

is do you have to immediately start

collecting sales tax we would say

absolutely not it actually took us a

little while until we got that first

notification from Shopify to start

actually applying for resale

certificates and applying to collect and

remit sales tax with those States so

it's not something that needs to be set

up like I would say a business account

or getting like your LLC anything like

that those are things that you probably

want done earlier on in the process of

things but as far as sales tax until you

hit that threshold legally you don't

have to again it's whatever your

preferences and again talking to a tax

expert in the state that you currently

live they're going to be the best and

they're up to date on all laws and

requirements regarding these things I

know that there are applications out

there I would always be careful with the

applications and really do your research

on them they tend to be very very

expensive so we actually have our

bookkeeper who keeps track of all of our

sales taxs and she remits and files for

us which is amazing and has taken a huge

load off of our shoulders but always

always talk to The Experts and always do

your research especially when it comes

to setting up any sort of application in

regards to this as far as Canada and

like the EU it's a little bit trickier

again I feel pretty Rock Solid on the US

sales tax as far as that it gets a

little confusing so if you are trying to

sell in those areas or you live in those

areas and want to sell in your home

country I would contact a local tax

expert in your country as well and

figure out the best way to go about this

but I hope that you guys found this

helpful and this helps to clear up and

answer some of those immediate questions

like if you have to have this right off

the

[Music]

bat in this module our goal is to take

our already existing brand that is

consistently doing one to Turning $1

into three to4 uh in return to ramp that

up and answer the question of how do we

put in a million dollars and get $3 to

$4 million back and our goal is BAS

basically to increase the volume that

we're consistently doing uh at the same

rate of return if not better and

everything up until now has been

basically laying out the foundation for

this module and this is the the question

that we get a lot which is like how do

we ramp things up how do we you know how

do we scale to seven figures and the

real answer to this is just like if

you've done modules 1 through 8 like 3

through 8 cuz that's that's like the

actual business related stuff if you've

done that really well then module 9

scaling up becomes like 10 times easier

uh and not just easier to to accomplish

but more sustainable and this is

obviously where the real money is made

if you're doing like the point that I

recommend starting this module is once

you're doing like 10K a month in

consistent sales and profit that's when

I would recommend starting to Branch out

into different ways to like start to

ramp up your uh your different LEL and

that's exactly what we're going to be

covering is what are the different

levers that we have to pull what's the

order in which we should be pulling them

and we're going to be explaining all of

them even the ones that I don't

personally lean into just because it

ends up taking a lot more time than what

I'm looking to invest into these Brands

but laying I've done all of them at one

point or another so I'm going to lay

them all out for you and let you pick

and choose while I give my own

commentary commentary as always on which

ones I recommend most and like I said

laying out the foundations everything up

until this point was honestly the hard

part scaling things up is certain pieces

of it is the the easier and in my

opinion the fun part so first off we're

going to be talking about how to scale

paid ads which is this is going to

Center primarily around your Facebook

and Instagram marketing strategies and

this is my bread and butter this is what

I've done by far the most and it's the

most consistent and you can scale to

seven figures a year multiple seven

figures a year just scaling your paid

ads alone and we're going to also talk

about different traffic channels how

like outside of just Facebook and

Instagram what are the different

channels available to you what's the

order that I would recommend approaching

them touching on like Tik Tok X formerly

known as Twitter like Google marketing

which we've set that up but we've

touched on that already like what are

the different channels that you should

get into and uh yeah how how to Loop

that in and increase so that you're not

so reliant on just Facebook's traffic

there Facebook alone as I've talked

about in a lot of other settings when

you're just dependent on Facebook it's

can be kind of a recipe for disaster

then next we're going to be talking

about scaling marketplaces which we

specifically talked about why we started

on Shopify first but there's still some

benefits to uh being on marketplaces

especially once you have an established

brand that people are aware of and

there's some Shoppers that will like go

and search for your brand on their

favorite marketplaces like there's some

Shoppers who like they use Facebook they

get hit with your ads they like your

products but they just are Etsy Shoppers

or they're just Amazon Shoppers like

they pay for Amazon Prime and they just

want to you know buy everything that

they buy off of Amazon so they go and

search for you are you going to show up

there this module is going to show you

how to do that Lesson Four is our

customer LTV scaling and that's basic we

talked about how we increase the

customer acquisition or decrease our

customer acquisition cost increase our

average order value but then the most

important piece piece he gets talked

about probably the least is how do we

maximize or scale the value of our

customers over their lifetime and lesson

five is product catalog scaling so so

that's where we're going to talk about

after you've already dominated like the

T-shirt Market uh or whatever initial

product you launch with how like what

are the ways you can expand beyond that

like this is what exactly what we did

with yoga stay we reached a certain

sales threshold where it felt like we

kind of capped out we saw a lot of

promise or possibility with other

product like verticals such as like yoga

mats and yoga pants so what were the

ways that we were able to Branch out and

and that one really comes down to like

our your fulfillment like your

fulfillment expansion like how are you

like what does your supply chain look

like that's really a lot of what the

product catalog scaling comes down to

but we're going to talk about that as

well and lesson six is International

Market expansion which that's where you

start selling to basically if something

is working in the US how can you quickly

expand your reach to International

countries probably the one that I would

recommend doing I probably should have

reordered these the order that I would

go do these in is lesson one lesson one

lesson six 4 and yeah just with those

alone cuz lesson one and six actually go

kind of hand inand it's like just making

some tweaks in your Shopify store and

you're able to start selling

internationally if you're using printy

if you're using like printful or like a

different supplier I can't really help

you as much uh but that's what we're

going to talk about in lesson seven

which is scaling your supply chain what

are the different options I've gotten a

lot of questions about this already like

print on demand costs are really

expensive like what are the other

options out there and I've dealt with

those different scenarios so I can talk

to the talk to the those points tldrs I

recommend staying with a print on demand

supplier until you're like really ready

to jump into the next level like

absolutely be doing this like on a

full-time basis before you even consider

anything with that and why is this

important well one this is where the

real money is made and this is going to

give you the tools and the framework to

not just scale your print on man

business but any business really because

like increasing like any business can be

scaled in like the same ways it's like

either get more customers make those

customers worth more or decrease the

cost of like what it takes to fulfill

for that customer those are basically

the only ways and if we go back if we go

scaling paid ads is getting more

customers scaling traffic channels

getting more customers marketplaces more

customers customer LTV is making your

customers worth more product catalog

scaling that one's kind of uh getting

more customers well it's also making

your customers worth more because

there's more options for them to buy and

then International expansion that's also

just getting more customers and scaling

supply chain is decreasing the cost of

what it takes to fill for those

customers so they all fall under those

three same buckets and you can

definitely reach3 to four million do a

year doing just what we're going to

cover in this module I can speak to that

cuz I've personally done it I can't say

like for the eight figure a year level

but hopefully if you're you've gotten

this far in the course you're you're

shooting for 3 to four million a year

beyond that uh hopefully once you get to

that point I'll be at the eight

figureure year mark and then I can teach

you about it but honestly this is the

module that lets you quit your 9 to-5

job and really just go all in a few

things to watch out for as you're

approaching this is that the tallest

buildings require the strongest

foundation so do not fall into the Trap

that I did and start scaling things up

on a bed of sand so if you do that then

you might build it high to a certain

extent but it's always going to come

crashing back down at some point so

don't scale uh too early unless you're

supply chain customer service all your

systems and like infrastructure is able

to handle that scale and a good thought

exercise for this is to to ask yourself

like if I was to bring in like 100x the

number of customers starting tomorrow

what would be the first thing to break

in my company like what would go

downhill and if if you only have like

one customer right now then it's pretty

easy thought experiment but if you're at

like you know 1 th000 orders a month

like what would that look like if you

know you increase that to 100,000 orders

even though you're not going to hit that

point like immediately that's a good way

to Think Through like how to systematize

things and like really become ready for

scale cuz I can say from personal

experience every time scaled early on

when we were not ready we would just

crank ad spend like doing like 100k days

which sounds awesome but it's really not

awesome when you don't have the customer

service team in place to handle those

types of requests you don't have like

your fulfillment lined up you're not

like actively monitoring basically not

having gone through module 8 pretty

pretty good way to put it we had not

done any of the stuff that we talked

about in module 8 we were not monitoring

financials we were just ramping scaling

seeing Shopify sales come in we're like

like cool and that's you know when

everything hits the fan you end up with

charge back chargebacks and returns out

the wazo and uh yeah it's everybody

talks about scaling but you really in

order to do it you just have to do the

work leading up to it and then the

actual scaling itself is the easy part

and a words of the wise that I've

already talked about in this video and

lots of other times but if you're solely

relying on just Facebook or even just

one channel in general doesn't matter if

it's Facebook replace the word Facebook

with you know Instagram Tik Tok Twitter

any of those if you're just just relying

on that then you are asking for like

something like a disaster to happen

you're asking for your ad account to get

banned same as you know the reason why I

don't say why I recommend again starting

like an Etsy or an Amazon business is

because it all it takes is one band like

your Etsy account to get shut down and

there goes your entire business

overnight now the difference is like

with Facebook you can just like we

talked about there's ways to spin up

different accounts to get the ads back

on but there's a big down period

involved with that fortunately you still

have your customer list and stuff but we

really want to decrease the percentage

of our Revenue over time like over

months and years percentage of our

Revenue that's dep dependent on just one

channel and diversify it as much as

possible for one like more consistent

sales less spikes and dips but also

because it makes it a much more valuable

and sellable asset so there you have it

welcome to the scaling module let's get

into it

[Music]

in this lesson we're going to be talking

about how to scale your paid ad

campaigns specifically your Facebook and

Instagram ads and this has been my tool

of choice for growing our Shopify Brands

to seven and multiple seven figures a

year cuz it's just honestly it's pretty

simple once you've done all of the hard

Parts leading up to this so looking at

the mirror board here the direct

consumer marketing board Maps out the

process we've looked at this a couple

times but the question that I get asked

by far the most is how do I scale my ads

like how do I ramp up ad spend how do I

start spending a th000 $110,000 per day

and that's like really what everybody

wants to hear and I always tell them or

I used to just start telling them well

you just increase your budgets like you

do this stuff that we're going to learn

here but the real answer is it starts

way back here it starts with your site

optimization and then your email email

and having all your marketing assets

together like your ad creatives and then

having your campaign set up the correct

way understanding how to read the

analytics and figure out what's working

and what's not in your ad account then

finally once you get to the point of

putting in a dollar getting three to$

four dollars back that's where we can

really start talking about how to scale

so I just want to lay that out first

that the scaling is the easy part once

you've done everything else correctly

and I made this mirror board like a year

or two ago back when Facebook was on a

lot more complicated nowadays my scaling

strategy is we're going to talk about

the intricacies but to not over

complicate things I increase the budgets

by 15 to 20% every 2 to 3 days you can

see here I do it mostly on Tuesdays

Thursdays and Saturdays and at the same

time I'm decreasing the budgets on the

losing ad sets and campaigns which 15

20% bump doesn't sound like a whole lot

but it really compounds quickly if

you're doing that consistently and the

reason we do 15 to 20% is that's a small

enough amount that it doesn't knock our

adsets and our campaigns out of the

learning pH or out of the active like

running phase it doesn't knock them out

of that back into the learning phase

that's the worst thing we could do if we

were to just ramp up our budgets by 100%

then they would definitely go out of

that and bring it back a step like

scaling in general the basic idea is

like all right I have something that I'm

spending A1 getting $300 back now I'm

just going to spend a million get 3

million back I wish it was that simple

but it's just not cuz as you increase in

scale you almost always see a dip in the

return so the strategies we're going to

talk about is how we can mitigate that

dip in return as we ramp up our spend

and one such way is by keeping our

budget increases to a minimum of 15 to

20% keeping it to a maximum of 15 to 20%

so we don't knock it out of the learning

phase so that's vertical scale vertical

scale is just increasing the amount out

of each individual campaign then

horizontal scale is exactly like it

sounds you're going wider so you're

launching more campaigns using different

objectives like manual bids and you're

testing a bunch of different audiences

not like we used to not like all the

different interests and stuff but like

uploading your data feeds from like

Shopify audiences into your Facebook ad

account and using that to create local

likes for horizontal scaling you're

basically just doing a lot more of what

you're already doing and as you start to

ramp up vertically and horizontally one

of the things you're going to start to

notice is that your frequency which is

this number to the far right this is the

number the metric that you really want

to be watching as you start to scale up

cuz this is the average number of times

s that a person has seen your ads and

once this number starts to get up too

high you'll notice that your

clickthrough rate starts to drop cuz

people are just getting bombarded and

click the rate starts to drop which

means your ca per click goes up and

that's where you get the dip in

performance but one of the ways to fight

against that is to be constantly testing

a bunch of new creative like the top

this was a stat that I heard from Alex

her Moi that he heard from somebody but

the top 1% of advertisers on The Meta

platform the biggest difference between

them was that on average they ran it was

either seven or 70 times more split

tests than the rest of the accounts I

want to say it was 70 cuz it was

something like dramatically different

like they are just doing the same thing

as everybody else just on a completely

different scale they are just launching

tons of new creatives lots of different

offers experimenting with 5 to 10% of

their budget on new ideas and new

strategies so that their account never

gets stagnant and that's something that

I honestly can do a whole lot more of I

just don't allocate a whole lot of my

time to this business but if I was

full-time in this what I would be doing

is launching new ad creatives I'd be

hiring influencers to be making video

ads even for Facebook and Instagram and

I would be experimenting with a lot of

different offers and AD copy strategies

fortunately the ad copies that I've

given you as templates have worked for

years and years and don't really seem to

me showing any signs of quitting anytime

soon but that's partially because it's

just t-shirts like low entry level cost

product like you're not selling ice

baths is the example I keep going back

to for some reason so there's things you

can get away with because it's just like

lowcost products but to really scale and

not have that frequency start to spike

you want to be launching a lot more like

creatives we'll talk about this in the

international section but here you can

see I always launch in the US to test

and validate the niche and the market

and then once we've gotten to the point

of doing like 10 to 20K a month in sales

consistently in just the us then I'll

introduce International and

international normally just pours a

whole bunch of fuel on the fire

specifically in the ad account which is

why I'm bringing it up now and with the

balance of the campaigns you see here

it's pretty darn consistent for us so

basically what we have here is we have

the DPA campaigns the Advantage Plus

shopping campaigns so we have our CBO we

have our manual bid worldwide we have

our worldwide CBO and then we have our

us CBO then we have obviously our

retargeting ads and so scaling paid ads

used to be a much more difficult topic

of discussion because there would be

like hundreds of ads sets a lot more you

have to do now like I've seen inside ad

accounts that are spending 20 30 k a day

and they'll have two or three campaigns

at just massive budgets they're all just

Advantage Plus shopping campaigns the

difference with them is they have a

really powerful brand behind it that's

why they're able to do that and that's

the thing that has made scaling the ads

so much easier is as these DPA Dynamic

product ad campaigns that cycle through

your catalog as they've gotten better

and better along with the Advantage Plus

audience targeting anytime we're

launching new products in our catalog

those are automatically getting pushed

to Facebook so whereas before like when

those weren't even a thing I would have

to manually upload all of them and now

you don't have to do that at all you

would used to deal with like burnout and

frequency spikes a lot more when

everything was manual now as long as

you're at least within a print on demand

business as long as you are consistently

launching new products that are high

quality that people actually want those

are getting fed into your campaigns

that's essentially the same as if you

were feeding Facebook a ton of new ad

creative for it to be playing around

with not essentially the it is literally

the same so that's why we don't have to

over complicate the concept of scaling

your paid ads I haven't touched most of

these campaigns in months aside from the

one day where Facebook like really

hit the fan then I turned some stuff

down but other than that these Main same

campaigns have been continuing to run

because the majority of them are running

off of DPA so moral of the story have a

really good product catalog but more

specific to the ad strategy so I'm

running One manual worldwide targeting

Advantage Plus campaign campaign and the

difference with this is instead of doing

automatic bids like everything else is

where like I've talked about in the paid

ad section Facebook operates on an

auction system and normally it's

automatically adjusting whatever you're

going to bid for whatever amount you're

willing to bid with the manual bid you

are manually setting it and saying I'm

only willing to pay up to I think the

bid level for this one is like $28 per

purchase I rarely ever end up paying $28

per purchase or actually here but it's

more so it's optimizing for the Raz and

so you won't get as much volume out of

these campaigns but it's normally a very

consistent return and like when there

are dips in like the auction that's

constantly being evaluated in the back

end when there are dips you'll see it

starts to get a ton of sales very

quickly and here's another example

you'll just find this funny so we used

to do what was called surfing method so

like I would wake up at 7 8 a.m. and

check the ads or first I would turn them

on and then within 2 hours I was

increasing the budgets doubling the

budgets of any adset that had two or

more purchases and I was cutting the

budgets in half of any adset that was

doing poorly and we were doing that

constantly like non-stop me tells me all

the time she's like back then you were

like a maniac you couldn't go anywhere

without having your laptop on you and

I'm like yeah you're kind of right I

remember like one of the first trips we

took together when we first started

dating we were going down to Washington

DC and I was driving and she was in the

passenger seat and I was trying to talk

her through how to bump and cut the

budgets and eventually I just ended up

pulling over into a like a rest stop so

I could do it that was the level of I

don't know Maniac that I had to be in

order to get the ads to perform well and

to that end I set up these automations

that were running in the background

constantly so it basically these are all

like logic functions that based on the

time of day and the return of the ads

like it's going to either increase it

turn it on increase the budget turn it

off duplicate the ad set all that stuff

now now what my process looks like which

I can actually do it right now cuz I

haven't done it in a couple of days so

now what my process looks like for

increasing and decreasing budgets or

like scaling the paid ads is first I

look at the campaigns that are

performing well on this day and so I

have this one retargeting no so I'm not

going to increase the budgets on

anything that's doing

poorly but I'm just going to look last

seven days how of these performed okay

so this one been at a 2.23 and anything

that's over like around to 2.2 or up I'm

going to increase by 15 to 20% so this

one I'm going to bump up to 220

retargeting this one's slightly

different because it's such small

audiences

but that's why they're like tiny budgets

there we go next is

this this one I actually did a few days

ago so that's why I'm leaving it

lower like that and publish and just

like that that's how I scale the paid

ads things I can do on the back end is

just making sure that I'm launching more

products in the catalog and adding them

to PPE campaign for testing looking at

my CBO campaigns my DPA campaigns rather

to see which products are performing the

best which to do that you select one of

your cataloges go to breakdown and

product ID and then it'll load for

you and then you just monitor the

performance and if per when performance

inevitably dips sometimes like it does a

lot on Mondays and Tuesdays for us if

it's Monday or Tuesday I just don't

worry about it cuz I know that it's

normal but if it's outside of that range

and it seems like it's going on for

seven days or more then I will decrease

it by 15 to 20% and if it continues to

have poor performance I'll decrease it

again and just rinse and repeat this

process I wanted this to be a little bit

more candid to show like the thought

process around the paid ads scaling I

think because of the history of like how

it used to be like much more challenging

than it is now I think there there's

like a lot of preconceived notions that

it has to be a ton of work but really

the work comes in in modules 3 through

eight like this part once you have 3

through eight dialed in this part is

honestly fairly simple so hope this

helps if you have any questions let me

know in the comments or join we scale

University and I'll be happy to take a

look at your ad account for you but

other than that thanks for watching and

I'll see you in the next

[Music]

lesson another way that we're able to

scale our print on demand or Shopify

brand is by increasing the number of

channels that we're driving traffic from

in this lesson we're going to be talking

about what are those different channels

when does it make sense to start

advertising on them what are the ins and

outs and then what are the things to be

aware of and an easy visual

representation is back to this explainer

mirror board from one of the earlier

modules so we saw how our traffic mostly

comes from meta this is where we're

getting our initial customers from and

we drive that traffic to our store and

other types of scaling involves setting

up different marketplaces so that would

be like if we add

Etsy up

here so then there's multiple

marketplaces that are being fulfilled by

prfi so there's greater distribution but

on the traffic side it looks a lot like

this if we

added Tik Tock

ads and if we

added Bing ads

and so scaling the different traffic

channels is just looking out at

remembering who our customers are like

what's our Niche what's our Market than

seeing where those people hang out the

reason that meta makes such a great

place to start is that pretty much

everybody is on meta everybody has a

Facebook account even if they don't like

to admit it and they're in a buying

mindset when they're on there but when

we scale our traffic channels we want to

see okay outside of meta where does our

audience hang out if you are targeting I

don't know business owners or people who

are into politics then testing out

Twitter ads or X would be a logical next

traffic channel to expand into or if

you're targeting younger de demographics

or Drop Shipping products where it's

like more demo based then Tik Tok ads

would make more sense or if you're I

can't even think of a good audience

segment for Bing ads but yeah those are

some of the examples so answering the

key question of like so when does it

make sense to diversify your traffic

when should you not just be running meta

ads and meta and Google's most like like

smaller budget retargeting but when does

it make sense and honestly when it comes

to diversifying traffic I've tried it a

lot of different times and the cardinal

sin that most of the times I ended up

committing was the shiny object idea of

like I'm running Facebook ads things are

going well and then I hear about oh Tik

tok's killing it like people are making

so much money I'm like oh I should try

Tik Tok ads meanwhile I'm the only

Advertiser running the meta ads so I

stop what I'm doing there I'm like

things are going well so I'm going to

stop it just let it run on autopilot and

then I'm going to go try Tik Tok and

while I shift my focus The Meta ads

start to fall apart this was a longer

time ago it doesn't happen as quickly

but long story short don't do it unless

you are really systematized and

confident that you can maintain your

meta ads while testing out a new traffic

Source especially if you are learning

and you're starting out for the first

time learn Facebook ads until you're

doing a million dollars a year in

Revenue it would be my advice you can

grow to $2 $3 million a year off of Just

Facebook ads alone let that sink in you

can hit $2 to $3 million a year from

just Facebook ads alone so then if

that's possible and you have detailed

trainings like showing exactly how to do

that why would you even think about

diversifying different traffic sources

and the answer to that is either a it's

shiny object or B maybe you have an

existing skill set maybe you've been on

Tik Tok or one of these other channels

before in which case that makes a lot

more sense if you already have

experience you've done those before then

maybe even start out with those but the

way that I think about it now is I do

Facebook ads that's my main traffic

channel for up to $2 to $3 million a

year and I know that I can consistently

spend anywhere from 2 to three grand per

day on Facebook ads running at anywhere

from a 2 to a three and I know that I

can do that like day in day out as long

as everything else in the business is

running well but then when it comes to

say I hit 3 million and I want more

traffic and I identify that the

bottleneck in me scaling my business is

getting more customers I identifi that

it's not like LTV it's not marketplaces

it's not any of these others I decide

like my LTV is good my email flows are

good customers are coming back all these

other potential bottlenecks and the

funnel they're all running well and then

you decide that okay it's time for more

traffic the way that I would approach it

the order that I would do them in is I

would do Tik Tok ads next I would just

slowly increase the budgets on the

Google pmax ads that we have like our

budgets are set to like3 or $400 a day

they only spend a fraction of that I

would dive into that and see how you can

expand on your already existing channels

so making sure you've already maxed out

you know your existing traffic channels

and then on Tik Tok I would approach you

by getting and I've started doing this

on the one brand I would hire a bunch of

content creators like I set aside a

budget of $1,000 and hired I think I got

like 20 different content creators to

make videos and then I send them all

sample products and I did this through

Tik tok's program send them all sample

products and give them an overview of

what I want them to do in the video they

shoot the video send it back to me and

they were all kind of surprised because

I said you don't even have to post it on

your main page CU most of them are

smaller creators that's how I get them

for 20 50 bucks per video and most of

them are surprised that I didn't even

want them posting I'm like I don't care

about your thousand followers I just

want the content cuz then I'm going to

put it into the ad account and scale it

up that way so it's just rinse and

repeat the same kind of process that we

did on meta which is make sure

everything's set up properly make sure

you have your Tik Tock pixel integrated

just using the Tik Tok app and then

gather your like your creative and look

around I look around at the competition

see what they're doing what do their

videos look like then I hire content

creators cuz it's not the same as

Facebook where you can just you know

just throw pictures that won't convert

well ever on Tik Tok it needs to be like

ugc user generated content and I give

them samples they make the videos send

them back to me then I load them into

the ad account and then start driving

traffic and with Tik Tok it's lower

converting traffic but it's much cheaper

a lot of the times so this is where

scaling the traffic in general it comes

down to not just one of these additional

channels that you're adding in but then

how good are your retargeting ads and

your whole funnel it stops being just

about like individual channels and it

becomes a lot more about what's the

funnel look like overall like we're

bringing in cold traffic from these

places and then anybody who doesn't

convert we're retargeting them on meta

Google and email and then after they

purchase we're following up with them to

maximize the LTV over email and the ways

we're maximizing LTV are all the things

we're going to talk about but thinking

of it as a funnel not just just okay I

have meta ads running cuz they don't run

in silos anybody who gets driven from

your Tik Tok ads that person gets picked

up by your metap pixel as well so if I'm

somebody on Tik Tok I click on your ad I

go to your website if I'm logged into

like a Chrome browser or something that

meta is also tracking like a lot of

people are then when I go to your

website from Tik Tok I am then seasoning

your metap pixel and your metap pixel

cuz it's watching everybody that goes to

your website then next time me as the

user I go to meta I'm now seeing your

ads on Facebook your retargeting ads

even though I started out on Tik Tok so

that's a really key piece that in order

to scale your traffic to different

traffic sources you need your email

marketing or follow-up dialed in you

need your retargeting ads on Google and

Facebook dialed in and then you need to

be thinking of it as the full funnel

approach not just like oneoff ads like

okay these are my Tik Tok ones you need

to think of it as like the whole

ecosystem how are they interacting

what's the look and feel of the brand

all of that stuff comes into play so the

the real next Channel I would approach

is Tik Tok ads but again only do that

once you're trying to scale pass like $2

to $3 million a year don't do it because

just your Facebook ads aren't working

because if your Facebook ads aren't

working very low chance that you're

going to get Tik Tok to work and then

instead of having one thing that's not

working and you're like whittling away

at Facebook like figuring it out testing

new stuff you'll just end up with six

different things like Tik to Bing like

all these different channels it'll end

up with six different things that aren't

working and you won't be any closer to

getting your store profitable you'll be

going the opposite way you'll just get

flustered and like burned out and end up

throwing in the tow and everything

saying from personal experience that's

where that route normally ends it's not

the like oh Facebook's not working Tik

Tok is going to magically pop off so

that's how I think through scaling to

new traffic channels by and large I

don't do it on these Brands because I'm

like pretty content with doing $2 to $3

million a year on a brand it's not like

in my passion to grow an apparel brand

to eight figures plus that just doesn't

seem attractive to me me it's like more

of a like Lifestyle brand whatever fits

my lifestyle maybe I I will like

experiment with Tik Tok ads in the

future and let you guys know how it goes

and all those experiments will be posted

in wcale University once I start doing

them but for now meta ads is it's pretty

much all you need so if you have

questions about this let me know but I

hope this has been useful and I'll see

you in the next lesson

[Music]

let's talk about scaling to different

marketplaces and we've talked about Etsy

Amazon all these different marketplaces

earlier on in the course and now we're

revisiting it at the point of we've

already built our store gotten it

profitable we've done like the Baseline

thing so that we're doing consistent

sales profitable and now we're looking

to expand and have more touch points

with potential customer I'm going to

restate that in every lesson within this

scaling section because I want it to be

very clear that we can't start scaling

until all the previous modules all those

previous steps have been done extremely

well if you start scaling Market places

when you aren't taking sales when your

Shopify store you don't have a good

product catalog you're just going to end

up with crappy products spread out

across the internet to more places that

you have to manage and it's just not

going to be a good scenario and I think

that management piece is a big thing

especially when it comes to Market

places is that it's not just as easy as

oh I open an Etsy account and it starts

running like you have to have different

things dialed in you need to have your

customer service agents like watching

your Etsy messages CU if you don't reply

within a certain amount of time then

that hurts your Etsy seller score you

need to make sure you're responding

Gathering and responding to all reviews

and there's a lot of extra work that

gets added as you add these other

marketplaces that you don't have to deal

with on Shopify so again you're able to

get to $2 to $3 million a year with just

your catalog of products Facebook ads

with email and Shopify you can get the

$2 to $3 million a year in sales doing

literally just that not even worrying

about Etsy or Walmart or Amazon or any

of these other things we're about to

talk about but I'm going to touch on

them anyway just so that once you get

the itch to expand and you want to see

your products on Etsy you'll know how to

go about it and looking at our explainer

mirror board again so we have scaling

paid ads is increasing what we're

getting from our traffic on meta so we

talked about your vertical scale

horizontal scale different strategies

then scaling to different traffic

sources is adding Tik Tok ads ads in

addition to meta or bang ads in addition

to meta or X and then driving that to

our store now marketplaces is when in

addition to our store we have Etsy or we

add merch by Amazon cuz what's good

about these is that they also act as

their own traffic Source especially Etsy

like it has its own ads that are like

very easy to set up the point that I

would recommend looking into Etsy if you

started out on Shopify is once you're

taking consistent sales you have a good

product catalog and you know that it's

products that people want then using an

app such as pull it up basically we want

to just get increased reach and exposure

for the products that we've already made

we want to get extra credit for all the

work that we're already doing so in

Shopify an easy way for us to do that is

by using a Etsy integration app so you

can go to printify and set up a

duplicate store so like I could go two

different ways that I could connect Etsy

the first way to connect with Etsy is by

using an integration app like this CED

Commerce I've never used this one but

CED Commerce I've used and what it

basically does is you open your Etsy

account and then you use this and it'll

sync everything every product you have

on Shopify it'll automatically sync it

to your Etsy store along with some extra

features and options that it'll

customize your products specifically for

Etsy like doing keywords and stuff like

that it is a little bit pricier like

it's based on the number of listings

that you have but it gets the job done

without having to do this which is

another way you can do it for free is

you can add a new store within printify

and then click Etsy and link your Etsy

account so you just click that link your

Etsy account and then from your Shopify

connection you would just start copying

all your products over like your Etsy

store would show up here you just copy

all of your products the pain about that

is that then you have different product

list things to manage like anytime you

upload a new product say you add a new

collection of 100 designs to your

Shopify store that doesn't automatically

get published you or somebody else needs

to stay on top of organizing and

consistently duplicating your products

over to your Etsy shop and the other

thing is that your Etsy orders if you go

this route like paying for an

integration which is what I recommend if

you have the money to do it then I would

recommend doing this cuz it not only

sends your products to Etsy but it also

pulls the orders from Etsy so then

you're able to manage everything all

from your Shopify store your your Etsy

orders would show up just as a separate

line item here in your analytics but you

be able to see everything all in one

place makes it so much easier for

customer service and Order management so

that's what I'd recommend is using an

app like this CED is the one that we

used they have similar ones for Walmart

merch by Amazon couple of other

marketplaces but again I would not even

look into this at all until you're doing

consistent sales and you're ready to

broaden your reach the time that I would

recommend doing this maybe a little bit

earlier is if you're a seasoned Etsy or

Amazon Seller or somebody who has a lot

of experience and then maybe it makes

more sense cuz you have less knowledge

debt to get out of but when you're first

starting out absolutely do not with any

of these scaling strategies absolutely

do not move on to scaling in any one

area within the funnel until you have

dialed in the Baseline like Facebook ads

email marketing Google Shopify and your

product like there is enough there to

last you years and you can get to like

our Z to A Million store is about to hit

a million dollars in8 or n months us

working very part-time on it we didn't

do any Etsy stuff we didn't do any Etsy

we did just Facebook email just the

normal stack of things that we're

showing you here so yeah those are the

different marketplaces I would recommend

expanding into once the time is right I

would not do it any sooner take it from

me it'll lead to just more headaches and

less profit thanks for watching and I'll

see you in the next lesson

[Music]

[Music]

this lesson we're going to be talking

about how we can increase or scale our

LTV your lifetime value of our existing

customers and here's a screenshot that I

posted in the school group the other day

of from the store that we're running

right now every line in this screenshot

represents uh a different customer who

has come back and bought from our store

couple of times times spending hundreds

and thousands of dollars and this is a

store that's just8 or 9 months old so

already we have like really passionate

customers who love the brand that come

back and buy again and again question

that we're answering this video is how

do we achieve that and how do we

increase the lifetime value of a

customer and the good news is that this

is the one scaling strategy that is the

least Technical and it's the most human

focused and it's a pretty the answers to

these questions are like pretty obvious

it's if somebody and back to our brick

and mortar store example if somebody

walked into your shop what would you say

what would you do how would you help

that person who walks in and buy

something how would you make sure that

they come back and buy from you again

and again how would you overd deliver on

that customer experience and this is a

great thought experiment that I heard

from Alex Heros he said if you're it's

just a thought experiment it's not meant

to be taken literally but imagine if

your product if you had to lower the

price of your product down to $1 what

would you do to make it easier to

fulfill that product what would you do

to make it sustainable so you could

actually make re Vue or profit off of

that and the inverse is if you were to

increase the price of your product by

100x what would you fulfill for that

person to make it worth that 100x more

and now we're selling T-shirts it's a

little bit of a different example but

think about it in your brand if you were

to charge people $100 or 100 times more

how could you overd deliver in ways that

are and this is the important piece in

ways that are infinitely scalable and

cost you nothing what are the onetime

things that you could do what are the

info products or ebooks or like extra

value on top of what a customer is

receiving that would guarantee that they

want to come back and buy from you again

and get them to walk out of your shop

saying wow that place was amazing one I

got to tell everybody but two I'm

definitely going to be back and so some

of the things that we've done is invest

in whatever your Niche is making ebooks

or like things that doesn't have to be a

book but something that's digital that

you're audience would find really

valuable so that's like access to a

community like digital content ebooks

swipe files like all kinds of different

stuff if you're in the gardening Niche

hire somebody off of Fiverr or buy one

like a Gardening Guide to 2024 something

like that and whenever people are

checking out give them that ebook along

with you know their t-shirt and give it

to them completely for free so just

think of ways that like you can overd

deliver on value is number one number

two is setting low expectations up front

and certainly never over setting

expectations too high I talked about

this with the delivery times for example

we never tell people like it's going to

be as fast as we think it's going to be

we always set it to be a couple days

slower so that when it arrives they're

Blown Away third thing is amazing

customer service is an absolute must

customer is always right take that to

the nth degree like in your email

tickets and responses to your customer

they should it doesn't matter how rude

they are how mean how in the wrong that

customer is treat them as if they are

royalty and that is one way certainly to

maximize your LTV we've had people that

write in pissed off clearly just mad in

life in general you can't get M that mad

at a t-shirt but they're just like

seething and then the customer service

GPT that we set up where we teach it to

talk really nicely and in the brand

voice and stuff it responds extremely

well gives them a full refund apologizes

and gives them a gift card we've had

people go from seething hating our guts

like trying to find our home addresses

literally I've gotten like letters sent

to my home it's freaky and they go from

that to saying I'm going to tell oh my

God I just ordered five more shirts I'm

going to tell all my friends and family

about you so customer service is another

one fourth way to maximize your LTV is

you think about it and that person came

into your store and there was a certain

selection of products and they didn't

buy all the products because they only

picked out the ones they wanted but then

imagine if next time that person comes

into your store there's a whole new wall

of brand new Fresh Products for them to

look at high much higher likelihood of

them buying from you again especially if

they see a billboard or you send them a

leaflet AKA an email saying hey we just

got a brand new wall of products come in

and check them out if you want that's a

real reason for them to come back and

buy from you again and so the dropping

the metaphor we send email we are

constantly making new designs and those

email blasts to our customers our

existing customer list are by far the

top converting like we'll send an email

saying new collection of designs put

that collection on a put those designs

on a new collection URL called new

designs or whatever and then so that's

like in the header when they click on

the email so that they're immediately

rewarded with feeling like they're

they're actually seeing what they signed

up to see and even if you don't give

them any discount or anything just

seeing those new designs those emails

always do at least a couple Grand in

sales with no discount of any kind but

if we just had the same stagnant

collection of 100 designs or so then

there's they've seen every design we

have and so it doesn't matter how nice

we are how good our customer service is

whatever if there's no more them to buy

then like they're not going to come back

and buy from us again so those are a

couple of the ways that we get numbers

like these but it all comes down to the

customer experience genuinely caring

about them and they're always right in

customer service giving refunds for

everything it doesn't matter like how

much it costs or how much it feels like

it costs in your cost of good sold it's

PRI number one if anything was wrong on

their end they always they're great

about giving full refunds but even if it

wasn't printify and like the person just

messed up give them a full refund no

matter what guarantee that's how you get

ltvs like this is by being that truly

dedicated to the customer always being

right and then consistently bringing out

new products that your customers love

that'll get them to come back and the

last thing I want to mention is actually

building a relationship with the

customer is huge and I talked about this

in the email section but viewing your

emails and every communication with your

customer thinking of it as like how is

this building the relationship with them

and letting no touch Point go unturned

like in the beginning there's a lot of

stock or like C emails that Shopify has

pre-built go through and customize all

of those and like really build a a

relationship with them I'll show you an

example this so this was a a

confirmation email from a company called

CD bab from years and years ago but I

just want to read it to you really

quickly CU it's a fantastic example of

how to build a relationship and kind of

make something ambiguous a little bit

more tangible so this was the

confirmation email they were like a CD

company suspect in 1998 this was the

confirmation email that people got when

they received or when they purchased

from CD Baby thank you for your order

from CD Baby your CD has been gently

taken from our CD Baby shelves with

sterilized contamination free gloves and

plac on a satin pillow a team of 50

employees inspect inspected your CD and

Polished it to make sure it was the best

possible condition before mailing our

packaging specialist from Japan lit a

candle and a hush fell over the crowd as

he put your CD into the finest Gold Line

box that that money can by I'll just

stop there cuz you get the point like

I'm smiling and laughing just reading it

now and I've read it a dozen times

before but this is an example imagine

being somebody like you just bought from

this company and you get a candy email

it says thanks your CD is on the way 90%

of emails or companies do just that

customer wouldn't think anything of it

but if you take the time to write

something like this that's hilarious and

funny and like shows like genuine like a

a personality behind the brand that's

something that not only is forget like

the viral markeet the fact that this has

been shared thousands and thousands of

times but two like you actually identify

with that and like you want to now you

feel like you have an experience with

that brand and anytime you see their

emails or something in the future you're

going to click on it because you

remember the emotion that you got from

reading that that's the the last way

that I'll mention to build a

relationship with your customers is to

give them something that they can

identify something doesn't have to be

like this perfectly written but just

something that shows like personality

and some uniqueness to your brain and

that you're not just a generic t-shirt

store and that'll go a long way the Crux

of it at the end of the day is getting

people to buy from you because of the

brand that you are and not just because

of the T-shirt or because of the design

you have once you get to that point LTV

skyrockets and the rest is

[Music]

history this lesson we're going to be

talking about how to scale your product

catalog or the selection of products

that you're able to carry on your store

and this lesson is very supply chain and

technically driven if you pictured like

your ideal product catalog say I was a

yoga store hypothetically when I wanted

to expand my product catalog again just

going to repeat it again once I get past

the point of like doing a couple million

dollars a year I've already dialed in

everything else and then I decide it's

the best time I really want to grow and

I really like the idea of like launching

new products it seems fulfilling to me

it would be fun for me I'm not just

doing it out of some drive to make more

money and which is fine if that's you

but it's going to end up being a

nightmare because expanding your product

catalog especially out of being a pral

demand company is a huge supply chain

like learning it's a huge supply chain

like knowledge opportunity for growth

put it as positively as possible cuz and

I'll give the example yoga day like we

were selling t-shirts and tank tops we

and then I decided I want to sell yoga

mats now I can't just sell t-shirts and

tank tops and then add on yoga mats

because one yoga mats aren't available

anywhere on printify or any print on

demand supplier for that matter so I

have to go to uh China or somewhere in

the US find a supplier order samples

figure out what the best quality is go

through that whole process of sourcing

the products then once I find I go

through 10 different suppliers order a

bunch of samples that takes four to 6

weeks I choose the one that I like the

best then I go back and forth with them

on the designs that I want print on the

mats make sure they get the logo right

and the best placement then I ordered

more samples of those

so end to end it's 3 to 6 months before

I finalized A supplier then I'm like

okay I'm ready to order a test order of

a couple thousand mats if you're smart

you're going to run test ads first to

your product catalog to make sure that

people are actually going to buy you do

test traffic conversion ads on your

website to set up a new collection page

make all the product mockups as if you

already had them in stock send the

traffic get people to purchase and you

can't just email people and say hey are

you interested in this you have to

actually get them to buy from your

website cuz people vote very differently

with their credit cards than they do

with just when there's no Stakes

attached so validate the idea first

before you even do any of this once it's

validated figure out what are the

designs of which types of the products

should you invest in the most like with

yoga mats we were putting different

designs on it we ended up ordering I

don't know 20,000 mats or so maybe a

little less it might have been like

10,000 to start and then we the mistake

that we made is that we we didn't have

like clear projections of how many we

could expect to sell of each design so

we ended up ordering like close to the

same amount for every design then

similar to our t-shirts there ended up

being like two or three top sellers so

then all the rest of the yoga mats ended

up being lower sellers so we ended up

with some dead inventory which that

sucks but the part that I was getting at

is you go through the 3 to six months of

finding the supplier all that then you

have to work with a 3pl remember a

company like shipmonk or somebody that I

can ship the yoga mats from China which

even forget about Imports and all that

stuff ship the products from China to

the US in the US it goes to that

Warehouse stocks it on their shelves and

then when an order comes in from Shopify

they will then Pick and Pack and put it

in a box and ship it to the customer and

they'll charge us the shipping cost now

the the important thing is that what

happens if a customer from our website

like they can browse everything what

happens if they buy a t-shirt from

printify and a yoga mat then what

happens cuz you can't charge them like

double shipping so then they be getting

charged $4.75 or $4.95 whatever your

shipping cost is plus another five bucks

that's 10 bucks just for shipping and

they're spending 50 bucks on all the

product that like that math doesn't math

you like would have a terrible

conversion rate at that point and you

can't pass all that cost on to the

customer so what do you do and the

solution that we came up with is it's

either one of two things either a you

find a place that's able to do print on

demand plus copack so like a printify or

Monster Digital that also offers the

ability to fill your your products so

they have all those really nice printers

in one facility this is one roof they

have all the really nice printers they

have all the stock of like blanks and

stuff like that so they can fulfill your

t-shirts and then on the other side they

have all the warehouse shelves where

they store all of your goods then when

an order comes in they will print if

there's a T-shirt and a yoga mat they

would print the T-shirt then they would

go and grab the yoga mat put it in the

same packaging and ship it and that ends

up being like less than half of what the

shipping cost would have been two chall

of that number one those places are very

hard to find if you're at that point and

that's what you want to do reach out to

me directly and I have some

recommendations cuz I've gone through

this whole process so I can introduce

you to some people but the second

challenge is a lot of times they won't

have like the same colors and stuff that

you know you have on printify so you end

up having to do like a complete overhaul

and like switching off of printify

entirely which is Nightmare I've done it

and now I'm back on printify so that

should tell you something the second

option would be you can find just a 3pl

like just a shipmonk or somebody like

them and then find a supplier to produce

all your t-shirts pre-print them all

using screen printing which we'll talk

about in the cost of goods section but

screen print them all it's a lot cheaper

but the problem with print on demand or

selling T-shirts is that there's so many

different variants and skews so it's not

like you're just ordering okay I'll

order 10 of the the happy t-shirt it's

like okay I want to order 10 of the

happy t-shirt but then we have six small

medium large XL 2XL I think we have

extra small yeah we have six size

six sizes eight different colors 47

different variants and that's one

t-shirt then you have 100 different

designs that's 4700 different variants

that now and you can't just buy one of

each you have to forecast and like

you're probably selling far more XLS and

2 XLS and then on some designs you might

be selling a lot more Smalls and extra

smalls so you have to order more Smalls

and extra Smalls on One Design then you

have to order more of the larges on

another option is okay you don't want to

that many variants cut out all the

colors but one then there's going to be

some people that like the design but

they don't want to buy it because they

don't like the color so that cuts down

on your conversion rate and even there

you're still dealing with eight

different variants or six different

variants for one design 600 variants

across a collection of 100 products plus

whenever you want to launch new designs

you then have to go to that 3pl or

somewhere in China or wherever that

they're printing all your Designs Plus

you have quality issues and all shipping

delays all that kind of stuff you have

to actually manage like pay paying for

the inventory upfront and not getting

the money back for 30 60 90 120 days so

cash flow becomes a much bigger

constraint it's no longer print on

demand where you get the money up front

and pay for it you know with the

customer's money essentially you're now

forking over the cash yourself so then

you have that exposure as well so

there's a whole lot of things to

consider much better way to expand is to

expand by looking at your product

catalog and seeing what are the other

print on demand products you can offer

now the challenge is if you're using

Monster Digital for example on printify

you have you want to look at and this is

how we expand we look at what are all

the other products that Monster Digital

offers they tend to be like pretty

specialized and AD just apparel but look

at what does Monster Digital have that

we can also offer and then offer those

first and then once I just feel like

diving into the supply chain

optimization playground of expanding my

product catalog then then I go that

route but it take it for me it is it can

quite literally become your full-time

job just managing the supply chain

especially for the number of variants

and SKS that you have as a print on

demand company so that's how we think

about scaling our product catalog long

story short we do the lowest hanging

fruit products first and then if we ever

really wanted to expand and blow past

like the $3 million a year level that's

where we would probably work with a

local print shop work with somebody

directly where they're able to print and

co-ack your products from the same

facility negotiate better rates with

them if you bring them a significant

amount of volume and grow from there but

again if you're considering going that

route reach out to me directly you

should already be doing a decent amount

of sales before you even consider that

but just a reason being one for you so

you actually have some cash flow that

you can invest into going that route but

two also so you can negotiate better

rates with the local print shop so yeah

that's how we think through expanding

our product catalog and scaling that way

it can be a great option uh once you're

at that point but and really become more

than just a print on demand brand so let

me know if you want to see more lessons

like this on how to like Source Products

and CU i' I've done a lot of it my old

business partner and I had done a ton of

it but nowadays we like Meg and I we

focus on just print on demand because

it's just so easy like you come up with

a new product by coming up with a design

uploading it and you're done no supply

chain no nothing you're able to test a

thousand new designs overnight if you

wanted to but if you're doing like

foring it yourself and going that whole

route it's a totally different ball game

and we're again we're perfectly happy at

the $2 to $3 million year level at

spending a handful of hours per week

that's just us if you have uh bigger

goals with your brand specifically we

have much bigger goals outside of just

Our Brands but when it comes to this

that's our Target maybe that resonates

with you or maybe you want to learn more

let me know and thanks for watching I'll

talk to you soon

[Music]

in this lesson we're going to be talking

about how to expand your markets that

you're fulfilling to from just the

United States or just one country to

International and the world in general

and first off the time to do this is

after you already have a store that is

running in the United States or just one

country I always start in the US prove

out the store get it to profitability

and then I expand worldwide and uh I'm

getting more lenient on that to just

just doing worldwide to begin with but

the reason I don't is because of some of

the Fulfillment and supply chain

headaches that we're going to talk about

here but it is a great way to pour fuel

on the fire and once you have a store

that is profitable in the US you can

basically just rep like duplicate just

sit down and do like laptop work for a

couple of hours and double your sales

pretty much overnight doing what we're

going to talk about here and on the ad

side all that I do is just duplicate the

USA campaigns switch it to uh worldwide

targeting excluding India Trinidad and

Tobago Pakistan and the US and then if

there's any like other countries that

seem to be taking up the majority of

your spend and it's just getting really

cheap clicks like Mexico is one that

I've heard from other people then yeah

just exclude those the goal is just

excluding countries that are just going

to suck up the clicks and not actually

convert if you just duplicate those

campaigns I don't even change the

language their native language I don't

do any of that literally just duplicate

the camp campaign change the targeting

and started off in low budget uh and

then ramp it up and nor typically in the

ads you'll see lower cost per click but

higher row as overall it's been my

experience and the problem with that for

the longest time was that we were

fulfilling all of our International

orders using the same us-based supplier

fortunately now we have a system and

we're using printify that fulfills those

orders using local printers so our cost

of goods is actually cheaper for the

most of the rest of the world outside of

the US and then like some country like

Asian countries there aren't printers

that we're able to use there so I'm

going to show you the system that we use

now that gets us really good cost of

goods so first off I want to show you

that here's our sales breakdown this is

just last 90 days on this store so you

can see International is pretty

substantial we've done

$264,000 in sales and only 105 of that

has come from the United States so 105 /

by

264 264 40% 41%

so it's 60/40 60% International 40% us

so once you have something that is good

like a store that's working well in the

US definitely recommend expanding

internationally and the Order of our top

countries are UK Germany Australia

Canada France Netherlands Italy New

Zealand Belgium but the biggest ones are

UK Germany Australia I haven't seen this

na before that's interesting Australia

Brazil is a big one too and but so in

order to actually fulfill to these

countries like what are the changes we

have to make number one is you have to

set up currency conversion so that when

people from these sites come to your

store they're able to check out in their

native currency that they're used to and

I'm going to show you like how to do

that briefly but the second thing you

have to do is you have to change your

you have to set up shipping zones you

have to set up shipping zones for each

of those countries because and this is

I've talked about this earlier in the

course but if you set up the native

currency on the site they'll be shopping

in their the currency they're used to

like pounds but then when they get to

checkout they're going to see uh US

Dollars unless you set up a shipping

zone for each and we do pretty much the

same like it shows you the con

conversion rate we do pretty much the

same type of shipping cost like here's

our us domestic 487 then for EU shipping

we do

€3.95 $495 so it's like numbers that

sound good in their own currency so do

France Japan New Zealand UK okay then

rest of the world and rest of the world

is for all the countries that we don't

like this EU one Euro countries this

includes a lot how many countries this

yeah so all put all of these countries

under Euro countries and then rest of

the world is every country besides these

EU countries Australia Brazil Canada

France Japan New Zealand and UK this

does take a little bit of time to set

these up but it helped our conversion

rate dramatically when we did that okay

so how do we change or how do do we set

up our so the way that we change or set

up like the native currency for

different countries is by going to

settings and then markets and there's

each here are each of the markets that

I've set up and you'll notice that they

relate directly to they correlate

directly with the shipping rates that we

set up so for let's look at Euro

countries so I set uh location or the

language to English set it to subfolders

set products and price pricing to Euro

set it to Euro and now right now we're

not collecting V tax which is annoying

because we end up paying one to two or

three grand per month out of pocket to

printify we're looking into how we can

start collecting that but yeah for right

now it's somewhat annoying it definitely

hurts margin but it's still very

profitable internationally so we just

set the products in pricing to their

home currency and then we add all of the

products to that market then you rinse

and repeat that process for the other

markets that we just looked at and then

you set up the shipping settings as well

uh I haven't done anything with changing

the language to be in their native

language but just currency those are the

two biggest ones setting up shipping

rates for their home country and then

the next thing is when it comes to

fulfilling the products we don't want to

or we yeah it it would be undoable for

us to fulfill all of our products using

like Monster Digital because their

shipping costs from the US International

or is extremely expensive what is this a

new new thing so I'm going to show you

what that looks like you can see the the

location for each of them here so let's

go down to Monster Digital provider info

and shipping see US economy 48 day at

3.99 yeah so$ 3.99 to the US then to

Canada jumps up to 939 delivery time 10

to30 business days Jesus never seen that

before Australia 10 to 30 business days

12 bucks rest of the world 10 to 30

business days $10 so clearly cannot do

that we used to fulfill using these

rates which is crazy but it makes sense

cuz Monster Digital they're shipping

from like Florida so if you're going

from Florida to Australia that's going

to be extremely expensive it's going to

take a long time but if you look at

these other ones like here the print bar

they're based in Australia so if you

look at their shipping rates it's 639

which is still expensive but $639 which

is far cheaper premma printing let's see

what this one is so this one like to New

Zealand it's $489 here 609 to Australia

that's substantially cheaper than what

we were already getting but then for

rest of the world it's still wow 40

bucks first item so still not doable so

you're like Chris there's a lot of

different shipping rates like how do I

figure out which one to use I got you so

we already did that so I did this math

this is probably like a year or two ago

or not a year or two like a couple of

months ago but at the time these were

and I believe that they still are the

best printer for each of these different

areas so you can just look at this and

follow the rest of the steps but this is

for the Gilden 64,000 printer so like

for United States first unit uh shipping

cost second unit shipping cost in the

print Monster Digital is the best for us

Canada it's print geek New Zealand

Australia it's print bar oh yeah I

forgot print bar they do expensive first

item but second third fourth items are

cheap texal Dr texal drer xprint are the

best for the European and like Germany

then Ireland

as well so those are the best printers

so now what does that mean these are the

best printers these are the ones we

should be using so how does that work

like how do we actually fulfill using

these printers and it's timec consuming

but it's fairly straightforward so we

have our let's go look at my products we

have our list of so we have our products

here that are right now these are just

all Monster Digital and when an order

comes in from so these are the ones that

get actually synced to our Shopify store

are all these Monster Digital ones they

get published but then what we do is we

select all of our products and then we

duplicate them and remake them on each

of these other printers we'll have the

happy t-shirt will have one the and

these stay in draft we have one that's

with xprint we have one with print

clever one with textle Dru one with

print bar one and then one with Monster

Digital and those all stay they just

stay in draft in our printify account

and then when an order comes in which we

don't have any orders yet but when an

order comes in we just go and edit that

order our billing is set to every 24

hours so we don't fulfill there's a

24hour window from when an order comes

in to when it gets fulfilled they

fulfill or get pushed to production

every night at 11:55 p.m. I think

eastern time and during that time we we

have a window of opportunity for us to

go into the order and if it's a

international order to change the

Fulfillment provider and we see okay if

it's a a a Australian order then we're

going to the order and adjust it to use

all print bar products and then we

submit it push it to production it's

good then if we do or if we see that

it's from the UK then we same process we

remove we click on the order hit edit

remove all the monster digital products

and replace it with the exact same

product but from print clever and you do

that for every International order which

it sounds extremely time consuming and

it is but it's extremely worth it

because here's a list of all the

international orders that we've rerouted

since we started doing this process can

see how many there are now this

spreadsheet is tracking the order date

order number country printer fulfillment

or fulfilling order if it was able to be

rerouted cuz like I said some countries

don't have printers where you can

reroute it to like Hong Kong if we get

orders from there we just have to do

Monster Digital and it just stinks but

there's no Asian printers to choose from

then here's the starting cost here's the

rerouted cost so this is what it would

have cost us to fulfill this is an order

here let's find a good one here like

this order this Germany order was going

to be fulfilled with Monster Digital and

when if it was it would have cost us $66

to ship it after we reroute it or $66 to

fulfill it not just the shipping after

we rerouted it cost just

$41 that saved us $24 which is pretty

wild and this is happening for all of

these

orders so all in all rerouting these

orders has saved us

this number here

$825

4024 that's just pure profit added to

the bottom line that we wouldn't have

had without this so yes this is time

consuming it is also extremely

worthwhile as you can see so how does

this sheet work we have a make

automation which is like zapier if

you've never heard of it but anytime an

international order comes in it will

automatically add a line like these

details it automatically adds those

details to this spreadsheet and then a

VA from our team monitors this on a

daily basis and just once daily they

come in they look at the order then they

go look it up in printify and then they

do the rerouting process they look at

each product add the correct printers

equivalent go through if it's a five

shirt order they'll literally go shirt

by shirt replacing each one look at the

country that it's going to decide which

printer is the best based on the this

spreadsheet this list of them and then

pushing it to fulfillment and a lot of

days we're getting 20 30 like 50

International orders so this can take a

decent amount of time sometimes to

fulfill but yeah so overall that's how

we fulfill our International orders and

how we expand in those markets it's a

massive segment for us so it's over 60%

of our sales now so it's definitely

worthwhile but only doing it at the

right time and once you're ready to

implement a system like this last thing

about PRI they are working on like a

rerouting system to route orders and

basically do what we're doing manually

right now but so maybe at the time that

you're watching this that's already been

set up and you don't have to go this

whole route but at right now they're

able to do it with shirt orders or

orders with just one product but doing

it for multiple products is a challenge

but they're working on that they're

adding new features all the time so

there's a good chance this will get

automated soon but I wouldn't recommend

starting to sell internationally until

you're ready and able to do something

like this cuz as you can see like you

would be losing out on a ton of margin

by not doing this in the bonus bonus

module I'll add a section on explaining

how to set up the make automations to

like print this stuff but yeah for right

now wanted to give you an overview of

what the process looks like and how we

do it yeah so that's it hope this has

been helpful thanks for watching and

I'll see you

[Music]

soon this lesson we're going to be

talking about how to scale your business

through your supply chain and this

really comes down to one thing and one

thing only cuz we're not talking about

like expanding to new product cataloges

and that sort of thing we're talking

specifically about how do we lower the

cost of our supply chain or our product

fulfillment our cost of goods sold so

tying everything back to the p&l as much

as possible how do we lower this cost of

goods percentage down here so how do we

get this from in the mid 30s 40s yeah

low 40s how do we get that down to say

30% what would that look like and I'm

including this as one of the last uh

lessons in scaling because it's the one

that I recommend by far the least it is

by far the most work but it's possible

and I've personally done it uh I know

people that have done it and I can say

from experience it takes by far the most

effort but it can add a lot of value to

the business if you decide to go that

route but so let's talk about it what

would it look like lowering our cost of

goods to say 30% and lowering it not by

just increasing prices obviously that

would be another way if you just

increase your prices by 25% there's your

lower cost of goods but obviously

there's only so much that people are

willing to pay for a t-shirt so that's

not completely feasible so what are the

ways that we could bring down our cost

of goods so let's look into what is it

that's making our t-shirts or products

cost what they are and so when it comes

to print on demand there's different

types of print processes or like

basically the how does the design go

from the design file to printed on a

T-shirt and there's DTG which is direct

to garment there's but which is what

most of printify sellers are use or

manufacturers are using CU it you can do

mqs a one you can it's very quick feels

like a good print that sort of thing but

then the other option is what's called

Screen Printing and Screen Printing I'll

show you a picture of it is cheaper

cheaper on a per print BAS

and it looks something like this so it

looks like a giant octopus type machine

like this thing here and couple of

things about it is that it's cheaper per

print it can be substantially cheaper

per print it gets cheaper the more

prints that you do so like on a DTG

print it's like normally about $4 to

$4.50 is like industry standard to

charge for a print screen printing

depending on the volume like if you're

doing a couple thousand you can get it

down to $150 per print so you can save

pretty substantially on that the only

downsides of it is that there's normally

mqs which is minimum order quantity like

you can't just screen print one shirt

because they pay you have to pay to make

each screen so there's like an upfront

base cost associated with it so it only

makes sense to do that when you're doing

it in volume or like in bulk the other

thing is that you can only do up to

eight colors and the more colors it is

the more expensive it is cuz they

literally make a screen for every

different color see how they're like

filling in like this is a screen and

this is the screen that they're filling

in in for what's purple on that image

basically and so then this is filling in

what's yellow on that image and then if

there was something else that was say

green on that image they would have a

separate screen like a stencil that

would then fill in what's green on that

image and it just what these Octopus

arms are doing is it's basically just it

holds the t-shirt in place and then it

just Cycles it around from stop to stop

as it's putting a different stencil with

a different color getting passed through

that stencil to print it on the shirt so

you can see why it's it could be faster

it's cheaper than DTG cuz that DTG it's

like much more expensive ink so it's

more expensive for the manufacturer but

we can screen print things and that's a

cheaper process but you have to be doing

it in bulk and ready to like really

invest in your inventory and the reason

that's challenging as print on demand is

that there's so many variants and

different skews for every single product

like we talked about in the previous

lessons if you have eight different or

six different sizes and eight different

colors that's 48 variants so if you want

to stock every single shirt size and

color for that then that would be 48 48

different variants 48 different shirts

and that's just if you're stocking one

of each size and color so in order to go

that route you'd have to cut down on the

number of colors or you just end up with

a warehouse filled with variants and

then the other thing is that when you're

stock up on inventory like by doing

screen printing then you're not it's not

like you're just going to sell through

your inventory perfectly like dwindle it

down to zero and then restock it's like

you're going to have your top sellers

that will sell through quicker than the

other ones and then on some designs like

you figure out that nobody's buying it

in small charcoal color so then you just

have those sitting there dead inventory

and you can either donate them you have

to do something with it but you end up

with dead inventory which that's a big

risk and then the other thing is like as

your stock dwindles down you in order to

keep your conversion rate up you have to

be printing more shirts so you can kind

of end up on a treadmill of constantly

Printing and printing and it's pretty

tough to sustain that with a print on

demand business model where you have as

many designs as we do that's why I as an

aside where i' prefer to put my focus is

on The Branding making it as like

amazing of an experience for the

customer as possible so that I can lower

my acquisition costs maximize my LTV

start driving up my cost my prices a

little bit more so I can demand a little

bit more of a premium to lower the cost

of goods that way rather than having to

go this whole route just as an aside but

still want to explain how this side

works so you can be aware of the options

then the other option is so if you're

not going to go the screen printing

route the other option is you could get

your own printer and this can work for a

little while but there it's like a

thought that is like very enticing

you're like oh if I get my own printer

then I can cut out cut down my cost of

goods to 30% or whatever and then I'll

just print whenever my orders come in

I'll just print them all once a day and

then yeah I'll just fulfill it myself

and that is it's like a very idealistic

point of view it's like very optimistic

but it will like you can purchase a

printer for they're expensive with

thousands of dollars and you have to

order all the blanks yourself so you

have to forecast like what colors am I

going to be selling you have to go to

Gilden and place bulk orders of gildin

or like SNS active we something like

that and place bulk orders of that

inventory of all the shirts that you're

going to be printing on which that's a

little bit easier cuz it's just colors

six sizes like 36 36 different variants

but you have to order hundreds of them

so that you know again there's more

Capital you have to outlay and then

you're storing it where like in your

garage on shelves and like I'm like

getting myself like just thinking about

this sounds like a nightmare cuz I've

been in situations where I see people

try to fill out of their garage because

it seems like I'm paying this

Fulfillment company so much like it's

ridiculous I can save so much money by

doing it myself I've seen that thought

thought process way too many times to

count and it nine times out of 10 it

does not work it doesn't work because

unless you you were going to like double

down and make it your full-time thing

and that is the business you want to

grow to eight figures and Beyond that's

the only time to me that it really makes

sense because if you're running a small

print shop or small print on aand brand

to have to run the ads the emails all

the marketing the site optimization come

up with new designs the customer service

managing all of that stuff and then on

top of that you have at the back of your

mind that all right tonight at the end

of the day I have to go out and print

designs for 4 hours and then ship them

all out it it's just like becomes a lot

and it not not just like from time that

it requires but it also detracts from

you being able to focus on those other

areas of the business but anyway back to

what it would look like you have a

printer in your garage you order from

SNS or gildin or some kind of bulk

wholesaler to try to get discounted

rates on the shirts which you can get

blanks for cheap like $1 $2 depending on

how many you're ordering ship them to

your house buy some kind of storage or

like racks some shelves to put them on

to store them cuz you can't just have

them sitting in boxes on the floor and

then you order your printer and the

printer takes ink which you have to

refill so you order the ink as well and

then when an order comes in you see what

if it's a one shirt order say you see

the shirt the size you go to your nice

organized shelves hopefully you're not

pulling out of boxes take it put it on

that printer is connected to like your

software that has the design loaded into

it you select the design you print it on

and you make sure it's good if it's

messed up you end up throwing that shirt

in the trash cuz there's a tax or you

have to get good at it first and the

first batch of shirts that you're

printing yourself are going to suck

they're most likely going to get messed

up so you're going to lose money there

too and then but say you print it well

then you grab a poly mailer which the

that's another thing you have to buy you

can get these from like USPS and stuff

like that but grab a poly mailer throw

it in the poly mailer and then you have

a label printer which then prints out

the shipping label you peel it off slap

it on the bag and there's one order done

and if you're doing a th000 bucks a day

say th000 divided by 40 you're going to

have 25 25 orders or 50 shirts so 50

shirts you have to print all 50 of them

like yourself manually and then if

you've run out say you run out of like

your one of the colors in that size you

either have to refund the customer for

that or you have to be on top of

ordering and forecasting out which

colors and sizes you're going to be

selling that that doesn't happen but

then you that was a one shirt order say

you have a three shirt order you then

grab the three different shirts make

sure it's the right sizes right colors

put it on the printer print the design

put it in the poly mailer put the label

on seal it send it out and that's it and

that's one order then you have the rest

of all the shirts to go through which

that can end up saving you a decent

amount but the reason that Meg and I

have shied away from that is and we

don't want to go that route is number

one I've worked in a fulfillment center

at Amazon I have no desire to ever do

that again and two PRI just makes it so

easy uh like we're able to test this is

the other downside is that when you go

that route you're very reluctant to

start launching a bunch of new designs

because or like new products or anything

because it makes your life so much

harder and you don't even have time to

do it we much rather focus our time on

new designs marketing site all that

stuff so we're able to like work from

our laptops wherever we want we if

there's any fulfillment problems it we

send a message to printify and they

handle it yes we're definitely paying a

premium it keeps our cost of goods at

40% but how much higher this is a

question question I don't know the

answer how much higher is our revenue

and how much more effective is our

marketing or more efficient is our

marketing because we don't have that

headache over our heads of that cost of

goods optimization that we're doing so

think of it everything ties back to the

p&l that 10% tradeoff and cost of goods

percentage yes that's a win but what is

the hit to your your cost per

acquisition because you're not putting

time into that what's your hit to your

conversion rate because you're not

optimizing your website um what's the

hit how much more could you be making

off your email marketing if you

dedicated that time to your email and

then once you start stacking it becomes

like uh you know in my mind a pretty

easy trade-off to realize like it's just

better off focusing on that stuff and

leave the supply chain like lowering the

cost of goods to somebody else yeah you

can definitely save some money by screen

printing a lot up front but I would not

recommend that until much further down

the road again printify makes it so easy

it's very like their pricing is so much

better than anywhere else at least that

I found that it it makes it a no-brainer

decision for us I don't mean to dissuade

anybody from going that route but I'm

just the whole point of this course is

sharing what the mistakes that I've made

I've seen lots of people make that

mistake sharing that experience

hopefully that's valuable to you thanks

for watching and I'll see you

[Music]

soon module 10 exit

in this module and in this video

specifically we're going to be talking

about what the exit process or

ultimately selling your business for a

multiple of your profits and this is a

pretty exciting topic for me to cover

because I personally just went through

it relatively recently and learned a lot

in the process ton of things that I just

had no idea about going into it and

things that made me a better business

owner and operator overall having been

on the other side of it now and so our

goal for this mod module is to be able

to ultimately sell our businesses for a

life-changing amount of

money the process is building growing

scaling and then we're able to sell it

so all of the modules leading up to this

point it's kind of the prerequisite

obviously to have something that's able

to be sold and you can make really good

money by running a profitable e-commerce

business but you can make a

life-changing amount of money by selling

one reason being is that you know you're

running it annually making 1X of your of

your profit which can be good like if

you're making 200k a year profit off

your business that's great but then when

you go to sell it you can realize

anywhere from 3 and 1/2 to 5 years of

profit up front all at once now there's

a lot of variables a lot of like little

asteris to put next to that multiples

can go down to like a 2 to 5x five being

on the the upper end we're going to talk

about all of that

later and the real goal is to be

building a business that is attractive

for potential buyers we're going to talk

about what that means in this module so

lesson one is going to be about building

a sellable business like what goes into

that and just as an overarching point

this is a great module to go through

even if this feels like far far away

even this if this is like Chris I'm just

like setting up my Shopify store for the

first time like chill with the exiting

for a ton of money like it's still good

things to be aware of that I wish I knew

even back when I was starting out

because it's just good practices and

fundamentals to like it's a good mindset

to be building it as if you were going

to sell it cuz that's the most valuable

version of the business and I certainly

did not have that mindset early on as I

was growing I was just like cash flow

oriented just wanted to put money in the

bank and didn't really have a big

overarching Vision or goal for the

brands but anyway so lesson two we're

going to talk about when is the right

time to sell more importantly when the

wrong time to sell is a much easier way

to frame that and what that means then

lesson three we're going to talk about

preparing your business to sell and

what's the leadup process to actually

being able to go to market and this

stage took me close to like 6 months

just because I had no idea what I was

doing if you're doing all this stuff

while you're running the business very

quick very easy but when you have a

backlog of administrative and

bookkeeping work to do that's when this

one can really shoot you in the foot

hence the reason we're learning it now

Lesson Four we're going to talk about

going to Market and talking with Buyers

what those interactions look like some

ins and outs that I wasn't aware of what

to say what not to say some things to

watch out for how to like gauge what's a

serious buyer versus just a tire kicker

who's out there trying to you know

figure out your

store uh in lesson five we're going to

talk about the next stage of selling

which is receiving Lois which is letter

of intent and the due diligence process

so once you get past the stage of just

you know courting different buyers and

you move into the stage of like people

are actually serious and they express a

letter of intent like intent to buy your

business what that stage looks like and

kind of the dynamic shift that happens

around there and then what going through

due diligence basically the point of the

the process where the buyer is able to

look at everything like tear open your

business and see the guts of it

basically and how to prepare for that

and lesson six is the closing and

transition so after you get through Loi

due diligence everything's good you guys

agree on you know a closing sale price

and you know you sign the paperwork talk

about like different deal structures and

that sort of thing but then there's also

the transition so doesn't just stop at

paper signed like there you go good luck

there's a very important transition

process where you are helping the buyer

take over the business and guarantee

their success is kind of like our

philosophy is for all of our businesses

like we want the customer to feel like

they got a great deal you want like the

biggest customer of your business is

somebody who's acquiring it you want

them to feel like they got a phenomenal

deal one of the biggest ways you do that

is by being there providing whatever

transition support or Services they may

need and some things to watch out for as

we're talking about the exit process is

just to put it in perspective that this

can be a very long process especially if

you haven't done it before there's a lot

of like with all this stuff there's a

lot of like ignorance or knowledge debt

that I certainly wasn't aware of my goal

for this is to explain this is to make

it go as smoothly as possible but it is

a long process so don't think like

you're going to decide one day like oh

I'm going to sell my business and like

next month you're going to have it sold

unless you're like very experienced with

like deal structures and finding buyers

and closing that's going to be pretty

tough but I think three to six months is

a a relatively like that's a good time

frame you could expect if not longer

like from when I decided to sell to when

we actually sold the first brand I think

it was about six or seven months but

yeah just to give you a frame of

reference the other thing to watch out

for one of the biggest lessons that I'll

give you up front is just keep clean and

organized financials from day one of

your business and that makes a potential

exit down the road so much easier it's

that's we're going to talk about that in

one of these lessons but it's an

absolute requirement to talk to any

buyers any serious buyers they want

completely clean and organized

financials that they can poke holes in

like ask questions and you know the

answer like that and there's no like

going back and forth like oh well maybe

that number oh that one number that's

off just because of this no legitimate

buyer ever wants to hear anything like

that they want to hear that you have

backup and proof for every single number

on your financials cuz like put yourself

in the buyer shoes is a good frame like

if you were potentially outlaying

hundreds of thousands or millions of

dollars for a business would you want to

hear any kind of floundering of like you

know uh well this and that like maybe

that number's not off like at least for

me if I was a potential buyer if I heard

any of that I'd be gone and then like I

mentioned uh we're going to talk about

watching out for tire kickers and people

that just aren't serious this happened a

lot on the Shopify exchange which wasn't

which isn't a thing anymore fortunately

but you get people that act like they

have money and that they're interested

in buying but really they're just trying

to figure out what your store is so they

can rip you off and we're going to talk

about ways you can take your company to

Market one of which being Brokers and

another lesson I want to UPF front is

that there's a lot of different types of

Brokers a lot of them can be like used

car salesmen that are just you know

trying to get a quick sale and always

remember that when you talk with Brokers

they their interest is in getting you to

sign on with them as a client so they

will tell you like they're selling to

you they're trying to get you to sign

with them that they can then take your

Market to take your business to Market

and earn a commission on the sale so

when you're having those initial

conversations with Brokers just keep in

the back of your mind that like it's

their job to sell you you and they're

going to tell you what you want to hear

like they're going to say like oh yeah

we can go to market with like a 5x and

like we'll back down to like a 4 and A2

like they'll tell you all the right

stuff and then when all said and done

you end up selling like a 2 and 1/2x and

you know then they're saying like oh

that's just what happens sometimes so

just keep in mind like the broker

relationship if you decide to go that

route that you know where their

incentives lie and a good business exit

takes around 18 to 24 months at least to

to sell it like building the business

like you you're not really going to

start a business and and then sell it 6

months after you launch it because

there's not enough history so there's a

quick overview of what we're going to be

covering in the exit module I'm really

excited for this one hope you guys enjoy

it and I'll see you

[Music]

soon this l we're going to be talking

about the different variables that go

into building a business that is capable

of being sold and how we can lay the

foundations for a business that the

buyers would actually be attracted to

and not just building like a heap of

crap that might generate some cash flow

but at the end of the day we're going to

be begging buyers to just take it off

our hands and there's two very different

scenarios and fortunately there's very

little things that we can be doing in

the day-to-day if you start early that

it just takes being aware of these

things to know that it should be a focal

point in the business I'll give you some

examples but first I want to explain

what are the different types of buyers

and really putting ourselves in the

buyer shoe and thinking like if I was a

potential buyer think of yourself as

somebody who's sitting on a couple

million or so there's the investment

groups that might just buy you for as a

passive investment that they want to buy

it and hopefully see a return on their

investment like they don't have any

existing portfolio of businesses that

they're going to try to roll you into

but they might just you know be bullish

on e-commerce in general and they think

that by buying you that's potentially a

way that you know they're going to grow

their Investment Portfolio value so

basically they're looking for businesses

that are just passive that they can

acquire and that they could expect to

continue to grow that's typically not

the kind of buyer that would be

interested in these smaller Shopify

Brands but it's important to still

mention the second group is a strategic

acquisition so a group that like for

yoga state for example if we got

acquired by like gam a Big Yoga company

they would be strategically acquiring us

to roll them into like their existing

Suite of products so maybe they're

interested in our customer list maybe

they like our Unique Products maybe they

just want to put us out of business so

that we stop competing with them like

there's a lot of different variations

there then the third would be like a

home office or like a smalltime buyer or

like somebody who like some of the

people I talked to when we were taking

yoga State Market were like people that

had success in other areas other careers

and all that kind of thing and then they

wanted to get into e-commerce and rather

than trying to learn it all themsel they

wanted to acquire us and then use like

the transition is kind of a way to to

learn it faster but in all those

scenarios the things that those buyers

would be looking for are these

attributes so excuse the beautiful

calligraphy style handwriting you see

here but the information is important or

the the information is good that's all

that matters and these were things that

I was not aware of at all when I first

went to Market so just keep that in mind

so first thing that buyers are looking

for is size they a lot of them will not

even entertain the idea of buying a

business that is under a certain size so

at least in the range of like to

activate like most buyer interest who

aren't just like small like individual

shops or like e-commerce sellers for

like actual buyers in the range of like

at least a couple hundred ,000 in

trailing 12 iida and iida is earnings

before interest depreciation taxes and

amortization there we go accounting

basically your net profit and that's

what your business is going to be valued

off of it's going to be based off of

your trailing 12 net income the very

bottom of the p&l template we gave you

whatever that number is you have like

addb backs like whatever you added

whatever you paid yourself or that sort

of thing gets added back to that bottom

line but so whatever you're trailing the

last 12 months whatever that net profit

number is that's what a multiple will be

applied to so and a multiple like I said

in the overview can be anything from

like a two to the average is like a

three and a half but like anything from

like a two to a 5x plus and that range

normally is tied directly to a couple of

things but most of which is the size

like if you're a much larger business

like 2 million plus in iida that's where

you can be looking at the range of like

5 to 6X again this is e Commerce

businesses so like SAS and you know

service businesses it's different like

SAS is based off of multiple revenue for

different reasons but anyway just know

for e-commerce 2 to 5x a trailing 12

month profit is on average so if you did

100K profit in the last 12 months you'll

be looking at a $2 to $500,000 payout

for that second thing they look for is

history and a lot of buyers won't like

really consider a business that is less

than 2 years old because they just don't

view it as sustainable enough or not

sustainable like not proven enough like

you haven't gone through enough like

seasonal Trends you haven't gone through

like enough ups and downs whereas and

again put yourself in the the shoes of

the buyer would you rather have a com

buy a company that had good track record

in history for a year or would you

rather buy a business that have been

around for 10 years and have been seeing

consistent returns like obviously the

10y year one because it's much more

proven than this one year like what if

in year two you know something happens

that the business hasn't experienced

before and sales drop off a cliff with

there's a much greater risk of that than

with the 10-year business pretty good

chance that it's already seen a lot of

the ups and downs that it's going to

experience not everything obviously like

Co come out of nowhere but you know by

and large the older the better and the

third thing which is arguably the most

important is seeing year-over-year

growth and it's super important because

buyers want to see that the asset that

they're going to be acquiring is one

that's on an upward Trend you should be

targeting like 15 to 20% year-over-year

growth so what that means is if in year

one you did 100 Grand in sales then in

year two you want to be shooting to do

at least 120 Grand in sales while

maintaining the same net profit so 120

Grand the second year then third year

another 20% that would be 144 Grand in

sales and then 20% on that that's the

the nice steady growth curve that you

want to shoot for the worst thing to

have when you're going to Market is

either a flat or absolutely worst case

scenario is a declining growth Trend if

they see that you went from 100 to 80 to

60 is like 20% 64 like that is a massive

red flag and then you are going to it's

not undoable to sell it but you're going

to take a massive hit on your multiple

because you'll basically be seen as

selling like a melting Ice Cube or

selling like a depreciating asset and

the only buyers that would really

entertain the idea of acquiring you is

one that's going to be like basically

just buying you for parts which again

that's not the scenario we want to be in

SO size is important so we want to shoot

for doing like at least two to three

million a year in Revenue you can do

smaller like one to two but at least a

couple hundred th000 in trailing 12

profit and then at history at least 18

to 24 months and then growth shooting

for 15 to 20 I ideally higher

year-over-year sales while maintaining

the same net margin percentage and then

the next one is LTV so a lot of

companies open store especially they

evaluate the your company based on the

customer base and they look at how

active are your buyers like are they

coming back and buying from you again

and again because they know like a lot

of buyers that the a lot of the value

that's built up in your business is in

the customer base and they want to see

if that's something that's compounding

if there's evidence it compounding or if

it's just Flatline because if they see

compounding growth and they know they

can acquire it and like just like super

charge that but if they see that it's

Flatline like people are buying once

maybe twice and then they drop off they

see that as something like there's not a

lot of brand value there for whatever it

doesn't even matter like what the reason

is they just want to see that a high

returning customer rate that's why we

talk about LTV and getting your

customers to come back in a lot of

different lessons in the course is

because it's it's so important not just

for like your own you know it's a good

practice for your own business makes it

a lot more valuable but when you get to

potential like exit people want to see a

returning customer rate is like 20 25

30% next is channel so uh potential

buyers don't want to see that you were

just dependent on one channel like that

was a big thing that hurt us with our

valuation was that yoga day was so

dependent on uh just Facebook ads we had

other like coals in the fire irons and

fire but it was still too much it was

like over 50% was coming from Facebook

and Instagram which again putting

yourself in the shoes of a buyer if you

see you know a business is doing well

but 50 to 70% of their sales is coming

from one channel in your head you're

like well if that channel goes away if

anything happens then you know that

business loses half of its Revenue

overnight and then not only that but how

much of like the LTV Revenue that

they're seeing the other channels is

dependent on that one like their email

Revenue would drop off like everything

it would just kind of demolish the whole

business from the top down if that

channel goes away so the goal there is

to diversify our channels and this is a

good way to be thinking about your

business even now as you're starting is

start off with Facebook ads get really

good with that build it to a point where

you're doing 50 to 100K a month between

Facebook Google and email and then start

to look into diversifying to like Tik

Tok affiliates influenc ERS increasing

your Google spend just don't do it too

early because you'll end up with shiny

object syndrome and then you'll end up

with like five really shitty traffic

channels get really good at one and then

move on to the next but keep in mind

that like diversifying your channels is

always a good idea and this can also

come from diversifying to different

marketplaces like if you are able to

show that like 80% of your sales come

from Shopify but then 10% come from Etsy

10% come from Amazon uh which is

definitely doable then that's another

good way to diversify so diversify

traffic channels and marketplaces in

that order and then the last one is

keyman risk which is when they're

looking at the business one of the first

things they're going to ask you is

what's your involvement what do you do

in the day-to- day and if your answer is

I do everything then it immediately

flips in their mind that you don't have

a business you have a job and if I buy

this business and that person goes away

the business is worthless which is why

we talk about in the systems and

operations section that you need to be

systematizing and Outsourcing as many

processes within the business as

possible ideally getting to a point

where the business can run and grow on

its own without you for a number of

months and then if you go to market and

be able to tell buyers that I haven't

touched the business in six months and

you know it's growing at 15% you know

year-over-year or whatever it is

that's a much better story than saying I

do everything but customer service that

that's taken care of and uh I have

somebody who uploads my products but

yeah everything else is me that's a

that's a much tougher sell because you

are the key man so you want to key man

or woman so you want to remove yourself

from that as much as possible so the

takeaways these are the things that

buyers look for but in building our own

sellable business we want to hit the

certain size of at least a couple

hundred th000 in trailing 12 net in come

we want have 18 to 24 months in growth

like Yogi said we sold it like almost

exactly two months two years to the uh

like to the month uh then growth we want

to have 15 to 20% year-over-year growth

at least we want an LTV uh or returning

customer rate of like 20 to 25% ideally

uh we want to be Diversified to multiple

sales channels so we're not just

dependent on Facebook and we also don't

want to be the sole owner operator or

owners fine we don't want to be the sole

operator of the business we want there

to be a team that is managing the

day-to-day uh and we're just there as

like the upper level we're working on

the business not in it and review

everything in the the systems and

operation module uh for more on that and

then last last point I wanted to touch

on about building a sellable business is

this idea of keeping things simple doing

the simple yet effective things in our

business and not not allowing it to turn

into this Frankenstein of just glommed

on apps and widgets and like Trinkets

and like 1% of Revenue comes from this

little Marketplace 05 comes from that

Marketplace we have overhead and like

management that goes into those

marketplaces but they're really not

providing much value simplify everything

and picture yourself sitting down at the

table with a potential buyer somebody

who picture somebody who's not familiar

with e-commerce not saying likely your

buyer would have some familiarity but

picture if you were like getting

acquired by a 5-year-old how challenging

would it be to explain your business and

how it operates like everything from top

to bottom to that person to that

5-year-old and when you do that it

forces you to really think of like what

are the key aspects of the business what

are our core processes and how can we do

those extremely well and simplify things

like

getting really good at something allows

you to simplify things not make it more

complex I think a lot of times there's

this misconception that big businesses

have to be complex they have to be you

know more you know more apps more

widgets like that's how you grow and I

think with the misconception is

misleading because it's like no like a

lot of times the biggest businesses they

just do more of the same stuff they just

do they figure out their core process is

and they do more of it they get better

at it and they do even more of it it's

like and I've I'm certainly guilty of

this like anytime I've tried to grow by

glomming stuff on is when the business

always goes into decline whereas if I

force myself to ignore shiny object

syndrome and focus on just the stuff

that is most important but the stuff

that can start to feel monotonous those

are that's the area that really drives

value like you can build an eight figure

business with just like one offer one

website and just either increase the

number of customers make those customers

worth more or drive down your cost to

fulfill it like that's it those are the

three things and like I looked at my

businesses when I was taking them to the

market and I was like one organizing the

financials for all these little pieces

is a nightmare but to just explaining it

to potential buyers like they have to be

relatively sophisticated to be able to

understand like we use this for SMS we

use this for email we use this for

fulfillment but we also do some f over

here and then like uh we did use this

email provider but then we switched to

this one because of this and then our

sales went down in this month because

that happened with that provider it's

like there's just so much and then if I

look back and see like why did we make

each of those decisions it normally was

not based on like anything grounded like

a decision to like use a new SMS

provider like the decision was mostly

like we got we saw an ad or like heard

about somebody using it and we got sold

on it then we switched over and realized

like it really wasn't that different it

didn't actually add that much value but

now it adds a whole another layer of

complexity to our business and it makes

it that much harder to explain to a

potential buyer yeah so that'd be the

last thing that I'd add on to this list

is Simplicity over complexity any day

the week just do more of the stuff that

makes you money get better at it which

again is your products your marketing

your customer experience and you don't

need like fancy apps and widgets to to

get that done a lot of times it just

takes makes good internal processes like

well documented Sops of what you guys do

well and then yeah just keep doing more

of that like once you start getting some

traction just double down on what's

working and ignore everything else

that's all I got for you guys in this

lesson I'll talk to you

[Music]

soon deciding when the right time to

sell your business is something that's

very personalized depending on your own

situations but I'm going to do my best

to give some sweeping generalizations as

best I can and the easiest way to do

that is to explain when's the worst time

to sell the worst time to sell is when

you have a business and this is assuming

that we're optimizing for a the highest

exit possible like the best multiple and

we're not just like trying to get out

because stuff's burning down or like we

need quick cash or you know any of that

stuff assuming we're optimizing for like

the best possible exit the worst time to

sell would be when we're seeing

declining Revenue like if our sales are

dipping like 15 20% year-over-year that'

be a terrible time to sell because

you're going to take a huge hit on your

multiple if your like systems and

processes are not in place if you don't

have like consistent like Sops across

the business and it's just like the wild

west that would also be a terrible

terrible time to sell because of what

that means is that you are most likely

the key person in the business you are

most likely the sole operator that like

if you leave the business is worthless

that would be another terrible time to

sell because you're going to take a huge

hit on your multiple another bad time to

sell would be during like the market

trends or like in you know acquisition

land essentially if you talk with a

broker they'll be able to give you a

finger to the poll of like you know if

buyers are active if it's a sellers

Market or if it's a buyer Market based

on like the supply and demand of like

what's out there what businesses are

currently for sale and if it's a buyer

market then that'd be a bad time to sell

because that means that there's a

abundance of businesses on the market

available to sell and I mean very

similar to the housing market if you

think of that instead of houses

businesses instead of business buyers

it's home buyers and like when buyers

are slowing down or like they're

tightening down on their wallets and

then because of that there's less deal

flow there's less businesses being sold

so then there's a excess supply of

businesses on the market that's a time

where you not only will you take a hit

on the multiple just like the Home

Market goes down but you'll have to make

a lot more compromises in order to get a

deal done like you'll be meeting the

buyer on their terms rather than the

other way around so those are a couple

of examples of when would be a bad time

to sell flip Switching gears to when's a

good time to sell for me personally the

best time to sell was when I realized or

I felt good about like where we had

grown yoga stay and the other brands too

and I felt like we had kind of hit our

our team's cap like where we could grow

that too and I was excited to see cuz

like there's a very different skill set

in growing a business from zero to a

million and then one to like two or

three very different skill set getting

to that point compared to going from 2

or three to 10 million and it was a good

time for us to sell when we got to that

$2 or $3 million a year point because I

recognized that that was a huge like gap

for us and I you know was trying to be

aware and asked myself like do I really

see myself growing this brand to eight

figures plus because not only did I have

one brand I had like four others and a

did or three other four it was four in

total just the fact that I can't tell

the number is a bad sign one brand is

better than multiple any day of the week

I'm just going to keep saying that but

it was a good time for us cuz I realized

like the bandwidth that we had in order

to grow to eight figures was just not

enough and at that point if I could

either try to break through and likely

you know suffer from split focus and not

out enough bandwidth and start to see

declining sales or we could get acquired

when we're having you know sales

trending upward and you know uh we're in

a good spot to buy and that's that's the

other thing so a good time to buy for

the best multiple or to sell is when you

have the inverse of everything I just

said sales trending up 15 20 25%

year-over-year you have a team in place

which we could have done more of that we

didn't fully systematize everything but

make it so that your day-to-day is like

checking in with the team and like

managing on the business not in it

that's another one so you're not the key

person anymore third when you've

invested heavily if you kind of picture

it as like if you were to buy a house

and then fix it up like if you buy a

rundown house fix it up and then sell it

you don't want to be the person who's

then going to buy that house unless

you're just going to live in it because

there's not any more like Equity or like

improvements you can make to it so like

if somebody buys it and it's a shack and

then they like renovate it entirely and

turn it into like a beautiful like

modern looking house if you buy that as

like an investment and you want to like

flip it again you buy it you walk in

you're like it's already pretty perfect

not much I can do to this so not much I

can do to improve this so I'm pretty

much looking at reselling it for the

same price or just waiting a decade for

real estate in general to appreciate

same thing kind of applies to a business

once you feel like you have done

everything you can you've done all the

renovations that you are capable of

doing then that's the time to sell but

there's some buyers that look at that

fully renovated house and just using the

metaphor example they see how they can

turn that beautiful modern house into a

apartment complex or if they're an even

more sophisticated buyer they can turn

it into a skyscraper and so they see

that business that you see is like that

house that you see is maxed out in the

Val that you could provide to it they

see more opportunities and those are the

types of buyers that you want to go to

and the best way to figure out when's

the right time for you to sell is to

come up with different scenarios in your

head and see which one resonates with

you best write down like two years like

and what your goals are for that like

sell 2 years from now like trailing 12

profit of

250k goal is a million doll exit if

that's the goal so 2 years then reverse

engineering that you know that you need

to be doing all of those things that we

just talked about so what would that

look like you know like okay 250k and

trailing 12 profit that means the year

before that I would need to do like 20

to 30% less so I show 20 to 30% growth

so that would put me at I don't know

around 150 so that means in this year I

need to do 150 Grand in profit am I at

that point and if or am I on track for

that and if you're not on track for that

figure out why and then that's just one

of the variables if you know to hit that

scenario of selling in two years for a

million dollars what are these other

pieces that you need to get in place

like the team keyman lifetime value all

the stuff that we teach throughout this

course but really give yourself a

realistic timeline of hitting that and I

think the ways that you can supercharge

this is one just putting more time into

it but two is through a hiring number

one hiring and like really investing in

your team and systems and just doubling

down on more of the stuff that works

extremely well like building a massive

product catalog diversifying your

traffic channels but those are some of

the ways to like pour fuel on the fire

also review the scaling section but

that's how I would hit the timeline but

so draw up scenarios like selling for

two years from now for a million dollars

what would that look like selling for

selling three years down the line for

one and a half what would that look like

and then see what scenario like sounds

the most realistic or the most

attractive to you and then reverse

engineer from from that to where you are

today and that gives you a road map and

then it I did that early on when I

decided to sell it wasn't early enough I

should have done it when I started the

business but having that road map or

like the benchmarks that I need to hit

really helped a ton because it helped me

you know realize if I was on track or

not with my projections in order to

reach that ultimate goal but yeah and

another time that it's right to sell is

like when you're just like tired and you

know you're ready to do something else

like that was the point that I got to

like I've been selling T-shirts for so

long and I didn't see myself selling

T-shirts for the rest of my life even

though here we are kind of but when

you're like ready for the next trap in

your life and that's a perfectly

understandable explanation to give to a

potential buyer when you talk to them so

it comes down to your personal

circumstances what your goals are what

stage you're at in life but on the

business side making sure that it's the

best sale possible it's making sure that

you have all those pieces in place that

we talked about to make sure you get the

highest highest exit possible so but

aside from those things there's a lot

more to cover to make sure you get the

highest exit possible so see you in the

next

[Music]

lesson so once you've decided that you

want to put your business out in the

market to potentially get acquired or at

the very least put some feelers out

there and see what it could look like

these are the next steps that you want

to take so step one is you want to get

the business organized starting

primarily with the financials and I'm

going to give you the templates and all

the stuff that we used but so you can

just follow along but first you want to

get organized with your financial so you

need your p&l for the entire lifetime of

the business and it needs to be like

something like this like the p&l that

we've given you in previous modules

needs to be broken down by month this

one's broken down by day but broken down

by month and it needs to be for the

entire length of the business history

and two two it needs to be on an acrel

basis so there's acrel and cash based

accounting which you can look up the

definitions it's pretty common but acrel

is what we need for e-commerce and the

quick explanation of what that means is

basically you show the expenses or

Revenue in the month that it is acred

not whereas Cash basis is just whatever

date a transaction hits your account

that's the date that it counts for but

the reason it's important to look at it

on AC cruel for e-commerce is because

say for example we had a huge last day

like the last day of a month we had a

huge spike in sales and that Spike was

like an extra 10 grand in sales than

what we were expecting but then the

printify charge for example doesn't hit

it didn't hit our account until the next

day or the first of the very next month

so if we were on cash basis that would

be an extra 10 grand in sales for month

one and an extra 10K or like 4K in

expenses for month two which looks like

you had a huge peak in this month or not

huge it's all relative but you get the

examples like it looks like you had a

big peak in this month and then a big

dip in this month which isn't that's

okay for some business models but for

potential buyers they want to see those

equal out so the right way to show it is

that these at four grand in printify

charges or fillment whatever you're

using that was actually acred like it

was earned like uh you owed that debt as

of this date because that's when the

sales came in so you need to show that

prefi charge on the last day of that

previous month and that's just one

example but it needs to be broken down

like that which that took me a ton of

time I spent months organizing all of

our financials across all the brands

which we had never done so it took a ton

of time to begin with but then I learned

that it needed to be in a cruel basis I

had the like first call with a potential

buyer and they asked if it was a cruel

or cash basis and I was like yes and

they were like which one is it I'm like

sure is they did not end up buying

needless to say but do start doing that

upfront and it'll make your life easier

printify also makes it pretty easy for

you because they give you monthly

invoice statements so in the day-to-day

we check our printify charge like our

cost based off of just whatever they're

charging our our credit card like every

24 hours and then but they also give

they generate monthly statements for you

that will show like in month one you

acur this much it's on a cruel basis

month two you acre this much makes it

pretty straightforward with

International it gets a little bit more

dicey cuz they break it up by like

different countries and regions so it's

a lot more invoices to sift through but

anyway so that's the first thing you

need you need your p&l broken down by

month on a cruel basis second you need

your balance sheet again broken down by

month and buyers need to see both of

those because they want to see the true

like cash flow not just the p&l or just

the balance sheet they need to see the

full picture third thing is you need all

the backup for all of those like

statements or all those reports so you

need like and I I just organized ours in

the Google drive folder so every bank

account statement every every credit

card statement like basically any

transaction files invoices if you have

like all our printed F invoices I put

all those in a Google drive folder and

something I forgot to mention is along

on the acral topic if you pay like an

annual subscription for say you pay for

print or Shopify like upfront and they

charge you like I don't know 500 bucks

for the year you can't just show 500

bucks in December whatever month you pay

for it you have to for it to be true or

cruel you have to show that on a monthly

breakdown so it' be 500 divided 12 you

should be showing $41 per month on your

Shopify or like your overhead expenses

that's the first thing with getting your

financials and everything organized and

then making sure that any place any

making sure that basically all the

numbers tie out if I see a PRI charge

amount here I need to be able to point

directly to the invoices that are

showing that expect that a buyer is

going to ask about every single number

on this spreadsheet and like I said on a

lesson if there's any wavering or like

hesitancy in your resp response about

any one of these numbers that could

throw off the buyer's interest in the

deal entirely just from one number so

you need your financials organized you

need to have all your Sops organized and

be able to show very plainly how the

business operates what your internal

processes look like any way that you can

think of to like dumb it down and make

it as simple as possible people buy

things that they understand if they

don't understand it then they're

unlikely to buy it which that applies to

not just business sales but a lot of

different areas but simplify things as

much as possible that's number number

one so the next piece is your materials

so getting together like a pitch deck is

a really good idea so that when

potential buyers are looking at like

your offering memorandum where it's

basically like a one-page overview of

like what your business is like how much

you're asking for it what the multiple

is what the financials say that they

have something to look at so like for

yoga state for example this was the

pitch deck that we came up with and I'll

put this template somewhere around here

but I'll go through it with you briefly

but goal was uh again simple beautiful

put something like tangible that they

can look through and like really get a

feel and representation for the brand so

we had the important stats up front 3.6

million in sales number of customer

contacts and founded in this date which

each of those main points if you

remember ties into the main like things

that a buyer is evaluating that we

talked about earlier like they want to

see size they want to see like customer

base like really they care about LTV but

customer base and then they want to see

length of History and we had our

introduction where like a one-page

overview explaining the opportunity and

this is like your place to like present

yourself and like pitch it and explain

like why it's attractive then we gave an

overview of the sales like the metrics

and the important kpis that they would

care most about then we had a breakdown

of our product catalog our top selling

products included mentioned the customer

reviews because they want to see that

it's like an actual brand like that is

living breathing people love it people

are wearing it it's not just cash flow

it's not just like an Etsy Shop like

it's actually built a following that

people love and then we talk about the

growth opportunity so thinking back to

when we were saying like why would a

buyer be interested in acquiring your

company and the only reason they would

acquire it is if they see that there's

some path to financial gain through

acquiring you obviously and it needs to

be a clear path at least to them and

that path could be all the different you

know types of buyers like the Strategic

buyers if they're a yoga company can

make sense and a lot of different ways

if they're just like a strictly

investment based buyer they want to see

that there's huge growth potential if

the company just continues running as it

is but bottom line it's a good idea to

include growth opportunities and show

like basically huge gaping holes of

opportunities that you just haven't

tapped into thinking back to the fixing

up a house example if you are you bought

the house and then you know re

refurbished it yeah renovated it a

little bit and then you're sell talking

it up to another potential buyer you

want to be able to say yeah I redid the

living room but like the whole kitchen

and upstairs still hasn't been touched

like that's all like incremental value

that you can add to the house by doing X

Y and Z that's what we're doing here so

growth opportunities Amazon other

marketplaces Tik Tok YouTube influencers

International new products recurring

Revenue supply chain like reducing cost

of goods and increase email and SMS

sales talked about the Amazon

opportunity different marketplaces and

then different marketing channels and

then showing the some of the results

that we had in international markets and

when I was talking to them like through

the pitch deck I specifically explained

how like we had done a good amount of

international sales but we hadn't like

really dialed anything like we hadn't

done any products specific to any of

these countries it was all just generic

we had done like the bare minimum and

these were the results that we were

already seeing next is the product lines

so expand again this this actually ties

like very closely to all the things we

recommended in the the scaling module

but could expand the the product line

optimizing the supply chain wow this

sounds very similar I'm con at least I'm

consistent I'll give myself that

optimizing the supply chain so lowering

our cost of goods is another way to save

scaling our existing customer list then

an overall summary of the opportunities

and breakdown of the financials

explaining basically I'll let you take a

look through this but all of the ins and

outs of like areas of op where the

company is today the history why it's

exciting the missed opportunities and

ways that it can be scaled and then

explaining the that's the general

overview or the goal of the pitch deck

and making it as simple and easy to

understand as possible that's why I put

like the little graphics and explainers

like this is how print on demand works

and stuff like that that even if it

seems very basic the more you can dumb

it down for potential buyers not saying

that they're going to be dumb if they

have that much money to buy your company

they're certainly not dumb people but

everybody appreciates something that's

simple and even if they won't ever say

thanks for dumb this down for me so you

have you organize your financials you

have your p&l you have all your

statements you have your balance sheet

you have your Sops organized all nice

and neat in a Google drive folder you

have your what's it called your pitch

deck the other thing that you can have

is your offering memorandum which is

basically like the one pager overview

that then says whatever your price is

and how much you're asking ways to get

in touch with you that sort of thing and

then the next thing to consider as

you're preparing to sell is deciding how

you're going to sell are you either

going to sell you just yourself buyer to

buyer which again this is very similar

to like how you would sell a house it's

like you can do four sale by owner or

you can go through a real estate broker

same thing with businesses there's

Brokers you can work with or there's

investment bankers which investment

bankers and Brokers are basically the

same thing they just operate at

different levels investment bankers

typically don't get involved or aren't

interested until it's at least $2

million in trailing 12 eida net income

and the value that a broker can bring

especially if you're new and you've

never sold a business before is to like

one they've sold a ton of businesses if

they're a good one they already have

sold businesses so they know what the

process looks like and more importantly

they already have a list like a Rolodex

of buyers that they know are in the

market people that either a they've

already done deals with or B that

they've you know rubbed shoulders with

and have talked with them networked so

them when they get when they bring on

your deal which we'll talk about how

they do that in a second when they bring

on your deal they then immediately reach

out to their full list of people and say

hey soone like how you doing it's been a

while when we last chatted knew you were

in the market for this just had a great

opportunity come across my desk called

Yoga St wanted to reach out and put it

in front of you first see if you're

interested if not no worries let's catch

up soon they'll send some kind of

message like that and then they have

like warm intros to people all that to

be said like they're able to in theory

get a deal done a lot faster and help

negotiate like a better multiple for you

than if you're somebody who's completely

green to this you've never done it

before there's you know a lot of value

that being said there are just like with

Realtors or car salesman there are a

full range of the quality and caliber

broker that you will encounter there's

everything from the used car salesman

that after you talk with them you just

feel like slimy like you want to take a

shower and then there's very legitimate

ones that sell run a clean shop they're

ethical like down toe people that just

want to genuinely help the business

owner and get them the best valuation

and Achieve whatever goal they want and

they care about truly like the person

the business owner and not just the

business the crappy ones they see you

they don't even see you they just see

the asset they see the dollar signs and

they see how much they could sell it for

and what their commission could be just

straight up that's why when if when

you're preparing your business to sell I

recommend at the very least talk to

Brokers but talk to a lot of them talk

to 7 eight nine or 10 Brokers don't talk

to one or two you need to get like a

full range of experience of what it

could be like working with one of them

and keep in mind like I said previously

that they're going to tell you what you

want to hear a lot of them the more

ethical ones will like actually listen

to you and care about you know your

goals but the sleazy car used car

salesman ones they're just if you tell

them something you're uncertain about

they'll be like oh no worries like no

problem we do this and you'll get a 5x

like they're going to tell you stuff

like that so just be aware of that and

and so if you do decide to go with a

broker they'll they basically just take

a percentage of whatever the end deal

size is so if you sell for a million

dollar they'll take anywhere from 5 to

15% completely dependent on the size of

the deal and

so if it's 10% you sell for a million

bucks you're paying them $100,000 which

sucks but at the same time the main

deciding factor is if you go to market

by yourself and would you sell for

700,000 because you don't know how to

find the full buyer pool like they do

that you don't know how to negotiate

like they do and that if you sell for

700 they're able to sell for a million

then after their fee it's 900,000 you're

still net 200,000 and it's impossible to

know the answer to what those numbers

would be that's just an example but

that's the thought process and as your

evaluating Brokers decide does this

person seem like they are sharp enough

like they know their stuff cold do they

have a big enough book of business and

like testimonials that I can lay my eyes

on or people that I can talk to who

vouch for that this person that gives me

confidence that the number that they'd

be able to close for is significantly

higher at least 10 to 15% higher than

what I would do and then it's just your

gut feeling and you know that's honestly

the best position you can hope to get to

so say you decide to sell it yourself

and the broker is not going to go out

and find potential buyers like uh have

conversations for with them like

organize calls and all that which we're

going to talk about in the second the

question for you is where are you going

to sell and there's a bunch of different

marketplaces and listed places that you

can list your business for sale like

micro acquire now called acquire. comom

is a really good one um where you know

Bas it's Shopify exchange where you used

to be able to just list your business

for sale they validate like the sales by

connecting to your store and then you

talk with potential buyers there so

marketplaces like that or that's pretty

close to the best options you have

unless you have some network of your own

that you know if you're in like I don't

know EO like entrepreneurs organization

you just through networking with people

in there you'll get to know other

e-commerce owners and then those

e-commerce owners will know potential

buyers they'll know Brokers as well then

another option and the option that I

ended up going with is selling to what's

called an aggregator like open store and

an aggregator is a company or a group

that has raised typically a pretty

substantial amount of money like open

stores very publicly raised over $100

million if not more now and they go out

and they acquire like a bunch of

e-commerce businesses they aggregate

them all together and then operate them

and the idea or the thesis is that they

acquire them run them using the same

overhead costs and resources to achieve

like economies of scale so that they are

saving on the cost by sharing resources

but then at the same time they're

learning and applying strategies and

best practices across a bunch of Brands

what we did in the house except all the

brands were owned separately but in open

storees case they own all of them and

they have all the same team that

operates under one roof and so open

store is another good option aggregators

like them open store is great because

you it's a very quick clean process like

you will from the time that you check

submit your store for like review they

just use a Shopify app they connect look

at all your analytics connect like your

ad account and stuff like that

they look at everything and then they

will give you a price back or value back

within like I want to say it's 24 or 48

hours and that number is you know it's a

typically a lower valuation than what

you would get by going out onto the open

market but the trade-off there is that

it's faster it's quick you just click a

button and it's pretty much done and

then you get 80% of the funds up front

you get 20% after a month of closing

which we'll talk about that in a second

and it it's like quick and easy compared

to working with other buyers you you

have no idea what you're getting

especially if you're going to like a

small like family office or individual

person you could be getting somebody

who's a straight shooter who's

completely legit and they have a great

team who's going to absorb you really

well and it's going to be a quick clean

transition process you never have to

worry about getting your follow-up

payments or anything like that or it

could go the other way and it could be

somebody who has they talk a really good

talk they say all the right things on

the calls but then they actually have no

idea what they're doing and when they

acquire you they end up screwing you

over and you don't get the payments you

could go one of two ways and by going

with an aggregator like open store very

public company has a reputation uphold

you avoid all of that so you end up with

a a lower multiple but there's

definitely trade-offs to that so there

you have it organize all your financials

p&l balance sheet all your backend stuff

your Sops documentation uh get your

marketing materials you're offering

memorandum your slide deck or pitch deck

which that's optional but I highly

recommend it really helps give the buyer

something to syn their teeth into then

deciding if you're going to work with a

broker I recommend at the very least

talking with them at the very least

learn from them and pick their brains

about you know some of the ins and outs

and things you might not be aware of

then lastly deciding where you're going

to sell there's dozens of marketplaces

online I would Rec recommend listing on

all of them like there's really no

downside and just don't give anybody

your information like don't until

somebody assigned an NDA that's the next

thing prepare like a templatized NDA

don't give anybody like proprietary

information don't let anybody see your

financials or the name of your brand or

literally anything until they've signed

a non-disclosure agreement is by doing

that you are protecting yourself a ton

it's very normal buyers should be

expecting it even if it's like somebody

don't feel bad about getting them signed

an NDA like just remember everybody's

personality changes once money's

involved so get everybody to sign an NDA

then start listing on the marketplaces

and then you move on to the next

[Music]

stage so once you've gone to Market AKA

your business listing is now live on a

different Marketplace hopefully several

at the very least I would do a choir

that was a one that I had a good

experience with but once you're live on

these marketplaces what is the next step

and that's what we're going to talk

about in this video so once you've

listed on these marketplaces ideally

you'll start to get a bunch of inquiries

and we're going to talk about how to

handle those in a second when I was

listing my Brands I would say I had at

least 100 plus different conversations

with buyers from ranging degrees of

Interest everybody from aggregators

reached out to people who were just the

bsers like just trying to figure out

what the brand was to people that were

like parents who were looking for a

project to do together to people who had

successful careers and we're looking for

like side project to small family shops

who like make investments so it's a full

range of people and hopefully you start

to get inquiries it took probably like a

week or two before I started getting a

decent amount but if you're not getting

any inquiries I would recommend similar

to what I recommend like with Shopify

stores like look at the other listings

on the marketplaces learn how companies

are presenting themselves obviously

don't fudge any facts by any means one

it's completely unethical the two it's

going to get found during due diligence

so just don't do that but see how

they're presenting themselves like what

angles of the business are they talking

about like maybe on One Marketplace it's

more centered towards businesses or how

it can be like passive income and how

it's like a business that anybody can

run from their laptop and if you're if

you pan over to yours and your like your

listing is talking about how you can

optimize your supply chain and stuff

that's an obvious example of a mismatch

but look at the other marketplaces

customize your listing for each

Marketplace cuz different marketplaces

have different types of people who

browse them so just look at your listing

side by side with others and compare and

contrast and see ways you can optimize

it just like you've done with your

business up until this point to have

something that's even worth selling and

if you have a broker then that process

is completely different they should be

like writing your listings for you

basically you like they work for you you

should be putting the work on them like

asking them what they're doing making

sure they're writing good listings

giving them feedback so it changes the

dynamic a little bit but once you have

inquiries coming in people will reach

out like asking some basic questions but

in order to give them like any kind of

financials or anything you always want

to have them sign an NDA anytime

somebody reached out to me if it was a

very basic question I would say thanks

for reaching out here's the answer but

then if it was anything more advanced I

would always say really appreciate you

reaching out i' would love to chat

further first if you don't mind filling

out this NDA and then I'll give him a

link to a docy signed and the doc you

sign like one click sign it and we're

good to go but it really protects you

and any legitimate buyer should have

absolutely no problem signing it if they

scoff at it and say no I just asked you

a simple question they're not a serious

buyer they're not somebody who's

actually gone through this process

before cuz anybody who has would

understand that so get them to sign an

NDA non-disclosure agreement which what

that basically does is it protects you

from them seeing your information and

then using it to rip you off or compete

with you in some way it's a

non-disclosure non-compete agreement so

they also can't go sharing the stuff

that they find within the materials you

send them but once they have signed it

then I send over the materials which the

materials are the offering memorandum

which that's like public your offering

memorandum is basically the same as your

listing on the marketplaces and then but

you send them over like the pitch deck

Prime reason to have a pitch deck is

you're sending it to people they're

reviewing it on their own time you want

it to be engaging and simple and

beautiful and like leave an impression

is they're looking through a ton of

these just like you're talking to a ton

of buyers they're talking to uh a ton of

sellers so you really want that to stand

out so they signed the doc you sign to

be fancy you can set it up so it

automatically sends so in the follow-up

email when they sign the doc you sign

they automatically get the materials

they get the pitch deck and the

financials like your p&l and balance

sheet and then they review and then you

should this is where you need to like

really follow up with people and make

sure that you're moving on to the next

step as quickly as possible cuz buyers

would go cold and the next step is

getting on calls with potential buyers

and to give you an idea from our process

IAL like I said I talked with at least

100 plus different buyers and then out

of those buyers I probably had I don't

know 15 or 20 different phone calls and

then from those 15 or 20 phone calls we

had I don't know maybe three or four

different Lois which is a letter of

intent which we'll talk about in a

second but that's from our process it's

completely different depending on the

business the size the market how well

you're presenting yourself the broker

you're working with a lot of variables

but that was rough the very rough funnel

that we had so you talk with them and

then you schedule a call again to make

it get even fancier you can give them

like a cly length to set up and schedule

a call automatically cuz the name of the

game is keep it moving if you haven't

heard from a buyer in a few days you can

pretty much assume that Something's

Happened they've decided to go elsewhere

whatever but really want to keep it

moving and when you get on these calls

schedule like a 30- minute Zoom call and

the goal of it is to primarily for them

to learn about you and to like bet you a

little bit more but it's really your

opportunity to present yourself and

connect with the person on the other

side business deals start because of

like the business opportunity but I'm

fully convinced at this point that they

close because of the personal connection

and if I don't think a business deal a

good business deal has ever been done

between two people who absolutely hate

each other for whatever reason but if

people are like really friendly and

you've build really good rapport with

them there's a much better chance of

getting to some kind of agreement so

it's your chance to learn who they are

and show who you are as a seller that

you're somebody legitimate you're not

somebody sketchy you are like a down toe

good ethical person that they can count

on and not screw them over but at the

same time you are not somebody that can

just be walked over and you're not a

seller who's desperate to take a sale

like you're you know kind of aof like

you love the business you're going to

get asked the question of like why sell

it and that's where you have to have a

good answer an honest answer something

as simple as I've been running it for

this many years and now I'm getting

married and want to be able to spend

more time with my family like family

personal reasons completely legitimate

saying you feel like you grew it to a

certain point and want to pass it off to

somebody else that one's okay but might

bring on some questions like what are

what's that ceiling that you feel like

you've hit then they're immediately

going to question themselves are we

going to hit that same ceiling prepare

for that question and just only call in

general you're trying to answer their

questions get to know them and like

what's their motivation behind buying it

and take like a real genuine interest in

who they are and why they would want to

acquire your business and also telling

them that like you care about all the

employees and like vas whoever that

works for the company want to make sure

that they're going to be taken care of

in some kind of way and lay out your

expectations as a potential seller like

what you're looking for in a partner to

acquire you again why you're looking to

get acquired all those things it's just

a lot of is just networking 10one just

meeting them but the essence of the call

is to get face to face with the other

person and answer their questions allay

their fears or concerns that they might

have at that point they've gotten a

chance to go through the materials and

they've looked at the financials they

know like where the business stands and

one question that I would recommend

asking that an advisor of mine suggested

is ask for proof of funds and ask for

like where the funding is coming from if

it's going to be like just them cash a

close if they're getting a line of

credit from a bank it's important to

know those details and it's even more

important to make sure that they know

those answers cold and they have like

very definitive answers to it because if

they don't then there's something Shady

going on and we got to like second round

calls with a couple of potential buyers

that then turned out to be just like Fly

by Night illegitimate groups so that's

the other thing you're vetting for on

those initial calls and then you wrap up

the call and then you move on to ideally

you move on to the next stage which is

the

[Music]

Lois so after you've had a couple of

phone calls with the buyers and you

moved on to the next stage which is

letter of intent which that's basically

a buyer in formal writing saying that

they have an interest in your company

and they're writing to submit their

interest and acquiring it I I'll include

a template just so you can see an

example yeah so you would receive a

letter of intent from a buyer which

would State their interest and the value

that they're interested in buying it at

and their suggested terms like one

payment upfront and then two additional

payments over the next year whatever it

is or an earnout which we'll talk about

like deal structures at close but so you

get Lois ideally you get multiple Lois

you don't want to be in a position where

you're down like you're just you have

one offer on the table you always want

to have options or at the very least be

completely willing to walk away that's

one quick way to hand over the power

from yourself to the buyer and just get

walked all over is if it becomes clear

and the buyer's able to pick up on it

that you are willing to take anything

that you're desperate for whatever

reason maybe you just went out of the

business maybe you need the money maybe

uh whatever if they pick up on any

inkling of that you're going to get

walked all over and that's why I said

like the best time to sell a business is

when you're not desperate when the

business is going going well and it's on

a positive trajectory normally I think a

lot of entrepreneurs get to the point

where like business is stagnant and then

they're like all right I I just need to

sell it I just need to be done and then

a buyer picks up on that in

conversations as they should nobody

wants to buy your dying your boat that's

sinking you're trying to get off the

boat for a reason if that's the case

they want to buy something that's

legitimate and people will pick up on

that but yeah so important to make sure

you get multiple Lois one way that you

can push getting Lois from people is

that as you're wrapping up the phone

calls with them you can say like we're

running a process process where we're

Fielding offers or Lois for the next 2

weeks or whatever so all Lois are due by

this date we didn't do that I wish we

had because it just one it like gets the

process moving a lot quicker and because

it can just tend to drag on and on and

multiple phone calls with Buyers but the

other thing is that it adds urgency and

it adds perceived like scarcity to the

deal and it makes it in the buyer's mind

they're like okay they're running a a

process like I have to have it in by

this dead

they must and this is the buyer thing

this they must like you the seller must

have a decent amount of interest if it's

ballsy for them to set a deadline for

Lois the thing is that you just have to

stick to that like you have to say this

is the last date that we're accepting

Lois and then fingers crossed that one

you built a really good business that

people actually want but two you've put

you've gotten like in front of enough

potential buyers three you've had enough

phone calls that went well for there to

be buyers that are interested for the

setting a deadline to actually pan out

cuz it can be a double-edged swore it

can go the other way and nobody's

interested and then you get no Lois by

the deadline and then you're left

sitting there looking like a schmuck

when you have to go back out on the

market and say like yeah we had a

deadline but like we're taking a lower

price you have to be really confident

what it is that you're selling but

having a process in place can be a great

way to build urgency scarcity and show

buyers that you're not just like taking

any old offer you're like you have other

demand out there then once you receive

ideally three four different Lois if not

more that's when you have to make your

decision you have to decide what buyer

do I want to go with who gave us the

best terms who gave us the best offer

and it doesn't just come down to the

amount of money it comes down to the

terms is it all upfront is it an earnout

is it which an earnout by the way if

it's based on like sales performance you

should always do the deal with the

thought in mind of like the earnout is

just never going to happen and if you

would still do the deal even if the

earnout didn't happen then it's a good

idea to do it but if you're doing it and

you're like yeah I like the deal if they

hit the earnout terms which is

increasing sales by 30% consistently for

the next 3 years then it'll be a good

deal don't do that just assume H your

bets assume that they're going to tank

it the earnout terms are not going to be

hit and you're going to end up with just

the guaranteed amount if that is the

case and you're happy with just the

guaranteed amount then great do it as an

aside so it's not just based on the

dollar amount it's based on the terms

who you're doing the deal with is it a

legitimate organization like I would

take a slightly lower valuation or Loi

from a completely legitimate group like

open store who I know that they have a

great reputation and I know I can count

on it I'm actually going to get paid and

I'll probably even learn a thing or two

from working with a group like that

compared to a group that is offering

slightly more and like similar terms but

they're like an unknown nobody's really

heard of them you've done some research

on them running a background check would

be a great idea especially if it's a

larger deal make sure you know who

you're dealing with but if they're an

unknown like you have to factor that in

like pretty significantly so you narrow

it down to which Loi you want to accept

and then then you accept that Loi you

notify them in writing via email and

then you let the other people know like

the other Lois you receive like thanks

for your interest but we've decided to

go a different direction that sort of

thing and then you move into the next

stage which is due diligence then in due

diligence this is where you're basically

opening up the kimono so to speak and

showing them everything and the buyer is

able to go through the business and see

top to bottom the main goal of due

diligence is to verify that everything

that the buyer has been told everything

you've told them up until this point is

legitimate this is where they see all of

your bank statements they see every

invoice you've ever received like

basically anything they want to ask for

to see back up or proof for is like a

fair game the good news is that due

diligence should be relatively easy

assuming that you've been running a

genuine ethical process you've been you

have all your backup you've answered all

the questions they've had to the best of

your knowledge and you haven't tried to

sugarcoat anything or make it seem other

than exactly how it is then due

diligence should be relatively

straightforward assuming that it's to

two ethical groups on either side if

it's an unethical group on the other

side the buyer which that's why it's

important that you go with a known group

if at all possible but say you're going

through with a group that you didn't

really know and then they turn out to as

you're going through due diligence

they're either like dragging their feet

along oh that's the thing I forgot to

mention that in the Lois when they

accept there's normally like a defined

amount of time that due diligence will

take like an amount of time like from

this date that the LOI is signed we will

have 30 days say for due diligence to

come to an agreement a purchase

agreement to be signed like we'll make

our best efforts and that's to like you

have to stop marketing the business

while you're under Loi but at the same

time it puts the pressure on the buyer

or the onus on the buyer to be actually

going through the process and not

dragging their feet cuz every day that

you're you know entertaining working

with just them and selling to them is

another day that you're off the market

and that you know your opportunity is

passing you by so that's in the Lois

that they have a set amount of time like

2 to 3 or 4 weeks pretty normal for

deals our size but assuming that they're

going through the process and they're

not dragging their feet sometimes buyers

will just try to find things like

fabricate things to decrease the value

of the business and some might be

legitimate and this is where you should

be willing to like compromise and be

realistic with people this is like the

negotiation phase essentially or a

preemptive negotiation phase cuz after

you go through due diligence if they

assuming they don't find anything they

check it all out they get access to your

stores your ad accounts like literally

everything and they're able to look at

it then that's when you draft up a

purchase agreement purchase agreement is

a lengthy document where it's basically

laying out the terms of them acquiring

the business it includes like your

payout terms the value of the business

the transition which we're going to talk

about all of that kind of stuff and

assuming that in due diligence you gave

them everything you gave them all the

statements everything lined up perfectly

then they oh and they also want to like

in due diligence another important thing

is making sure that they'll be checking

that there's no outstanding liabilities

or anything that could come back to bite

the business in the ass later on down

the road they want to be aware and you

have to disclose any potential

liabilities or downsides or things that

the business could be impacted by in the

future you have to disclose all of that

and it's again it's ethical to do so and

it's in your own best interest because

worst thing that could happen is

something comes back bites the business

in the ass down the road then you end up

in court like settling or them trying to

reverse the deal so you want to avoid

that

[Music]

so once you've wrapped up due diligence

assuming everything went smoothly that's

when you move on to drafting the

purchase agreement and this typically

comes from the buyer obviously and but

this is a lengthy document like I don't

know 15 20 Pages were what some of ours

were and this document outlays all of

the terms of them acquiring the business

and you can look up examples of this cuz

I'm not a lawyer this is not legal

advice or financial advice or advice in

general just don't listen to me but it's

a lengthy document that lays out like

the terms like the price of the business

the items that were disclosed in due

diligence those are referenced so that

if anything comes up later on down the

line there's reference to those due

diligence items that was disclosed and

there's like reps and warranties like

basically you as the the seller saying

like we've disclosed everything it's all

clean so then if something does come up

later on down the road the buyer is able

to say like hey you signed this saying

you disclosed everything we have proof

that you had not know of it beforehand

now we can do whatever the terms of the

agreement is so it has the normal legal

jargon and stuff but the main the tldr

is has the price has the earnout so like

if you're getting it in one lump sum if

it's going to be earned out over a

couple of months or in multiple payments

or if it's going to be guarantee Payment

Plus contingent on performance type of

earnout for example you could get a lump

sum of like 70% of whatever the purchase

price was and then the remaining 30% or

say 20% % could be dependent on first

year performance hitting an agreed upon

goal I don't know if 20% growth and then

the remaining 10% could be from seconde

performance contingent on hitting like

15% growth or something like that and

then it'll also outline the transition

agreement like the amount of hours or

time that you as the seller are

committed to providing to the buyer in

order to guarantee like a clean and

efficient transition from your team over

to theirs if they're bringing on your

employees and stuff then that makes it a

lot easier but that's outlined in there

as well now obviously as the seller all

upfront cash all at once lump some

payment that's ideal but every buyer

wants you to have some skin in the game

and they also want to protect themselves

so that if they discover something you

know a year or so down the road they

have the ability to withhold that and

you still have some skin in the game so

that they're not left high and dry so

it's pretty typical to have a percentage

be guaranteed hopefully it's a larger

percentage and then pay installments for

another percentage and then an earnout

for the remaining percentage as I

already mentioned make sure that you

would do the deal under the assumption

that the earnout never even happens and

if you would then great but it's just a

good rule of thumb assuming that it

won't happen for one reason or another

so then once you receive the purchase

agreement it's then up to you to decide

and if you have a broker they'll help

advise you for this but you should

definitely have a lawyer your own lawyer

look over the purchase agreement and get

them to give their legal opinion on it

make sure there's no little loopholes in

there or earnout Clauses that you

weren't aware of or just there's so many

things that can be worked into legal

documents that you know unless you are

have gone to law school you just won't

even know to look for so hire a lawyer

they're extremely worth it especially on

a deal like this and yeah so I I would

not sign anything without having a

lawyer look at it so once you have had a

lawyer look at it and they explain to

you like in layman's terms the things

you're going to be agreeing to most

important things are like the earnout

period or the earnout terms and making

sure that you know basically and at this

point you can push back on certain

things and you have to pick and choose

what you want like for us we were most

keen on like we were fine doing any kind

of transition this is just us we were

fine with doing most any kind of

transition because we were going to have

time after selling the business and we

wanted to make sure that they were

successful and we wanted to see the

brands grow so we were fine with that so

we didn't push back on that too much but

we did want like different earnout terms

that were more favorable that were like

shorter time periods that would be more

likely to be hit as just an example so

then you can talk to the buyer and

negotiate that with them but you also

have to be careful because at this point

you're that far into the process that

you don't want to be like overbearing or

ridiculous and get them to potentially

pull back but it's just classic

negotiating stuff like pick and choose

your battles pick where you want to push

back and if at the end of the day after

you've had a lawyer look at the

agreement then decide if you're going to

sign it and move forward but a couple

other things when you're looking at the

purchase agreement that I personally

learn to look out for that again this is

not legal advice but it's the purchase

price obviously transition agreement

like the amount of time that you're

giving third is the NDA or non-compete

how broad it's very normal for them to

say hey you just you're selling us a

yoga apparel company you can't do

another yoga apparel company makes sense

but making sure that the language of the

NDA is not like overly broad that it's

not just like you can't do e-commerce

for 5 years or the length of the NDA

making sure it's not 5 to 10 years like

a normal one is like 1 to 2 years so

making sure that that's good and also

not with any of these points not taking

it as like uh it says that but like you

know it's not that serious like they

wouldn't actually enforce that they're

good people no assume like put

Personalities in any Rapport that you

built aside and act like whatever you

were about to sign is the word of God

like I'm not even that that religious

but pretend like it's the word of God

just came down off the mountain top this

is it and if it was it if it's the thing

would you sign it like act like this is

going to be enforced to the fullest

extent of the law would you then sign it

and if the answer is anything less than

a absolute yes then get those changes

made that's what the lawyers are there

for to help negotiate that stuff for you

that the language is exactly how they

would want it to be like in your favor

but yeah so don't let any points just

slip on bu like actually look through it

in detail and make sure that and the

buyer should be doing the same exact

thing they should be making sure that

that's why you know contracts like this

exist but so there's the price the

transition the earnout the NDA Clause

the due diligence like reps and

warranties like referencing all the

stuff that was disclosed making sure

that's full in complete so that there's

like even little tiny stuff it's much

better to disclose it up front and make

sure it's included rather than it being

the string that gets pulled on that

unwinds and causes issues down the road

you just don't want that headache and

yeah I I think those are the main points

in the purchase agreement that I look

out for and then that brings us to the

last stage which is once you agree on

something you have a finalized purchase

agreement it's closing you basically

just simply sign the agreement and then

there's within the agreement there was

like the payout terms so based on that

you're going and receive a wire transfer

typically to your bank account for The

Upfront payment or the guaranteed first

payment whatever the terms are and then

at that point is when you start

transitioning once the first payment is

received that's when you start and only

then do you start transitioning

ownership and all the accounts so like

Shopify you have to message them and

transfer Shopify ownership to the new

buyer you need to get them added to all

your ad accounts your email accounts and

it's a good idea to go through and

notify every vendor that you use in

writing notify them that hey we've had a

sale of the business and this new owner

will be taking over and give them the

contact information and make sure you

explicitly have it in writing that the

new buyer is tagged in it along with

notifying the new vendor notifying the

right person not just a customer service

rep but you have to notify them in

writing cuz I had a couple cases where

if they missed a credit card payment and

it got sent to collections they end up

calling me because they think that I'm

still the business owner fortunately I

had told them hey these brands have been

sold but that's just a headache you

don't want to deal with so make sure

that you go through notify all the

vendors you give them access to the new

Shopify stores and then you start your

transition hours or time period And what

I recommend doing is having extremely

well documented proof that you are

delivering upon all the transition

action items that were agreed upon in

the purchase agreement like have a well

documented Trail proving that you've

done everything that you said you were

going to do buyers should do the same

it's just good legal practice to have a

paper trail behind you so that you can

prove you are fulfilling your end of the

pur agreement and then during the

transition period this is when you are

basically handing over the reins you're

giving them the keys to your car and

helping them like drive it for the first

time and your goal or mindset during

this whole period should be like not

that okay I sold the business I'm out

good luck guys your job is not done

until the end of the transition period

until you have seen that thing through

to completion and you have made sure

that you have done everything in your

power gone above and beyond the purchase

agreement go above and beyond and make

sure that they have everything they need

to succeed that's when you're done and

only once that has happened and I

recommend this on a number of levels one

it's the most ethical thing to do two

like you are if you genuinely believe in

the brand and you're selling it for the

right reasons you should really want

them to succeed and see it as a

possibility and do everything you can to

make that happen and three I mean at

least for myself I want to see the

things that I invested all my time and

energy into I want to see them continue

to grow it's like Legacy or whatever I

don't know but I don't want to see it

just crash and burn and turn into

nothing I want to see it grow and

flourish and be able to look at it like

5 years down the road and be like wow

like I took it to here but then they're

like way up here now like how did they

do that that's the kind of thing that I

want to have and the transition is my

way your way to be able to really make

sure that that happens and at the same

time again back to the legal stuff

you're covering yourself you're making

sure you did everything in your power so

that if anything does happen down the

road you can say definitively I

completely fulfilled my end of the

bargain everything was disclosed and new

everything was represented exactly how

it was and then in transition I went

above and beyond I sat with their team

got on Zoom calls answered all their

questions and I was readily available to

fully transition them over again it not

only is the most ethical thing but it

sets them up for success and makes sure

that your your baby continues on and

then at the end of your transition

period which that can range greatly

everything from a number of a set number

of hours to just a set number of months

like it can vary some won't need any

transition some will need a ton of

handholding again that ties back to

really consider who your buyer is if the

buyer has zero experience you're going

to be doing a whole lot of handholding

versus like company like open store

they've already done this how many times

and they transition for them just looks

like showing them the ropes and like the

things that are unique to your brand

that they have encountered before but

like running Facebook ads email

marketing all that stuff they've done

that a thousand times so again consider

the buyer but at the end of your

transition period you're pretty much

done and then you're free to go start

your own YouTube channel and talk about

it crazy idea so there you have it

that's just from my experience what it's

like selling one of these Brands I'm not

the most experienced person when it

comes to this but I've done it a couple

of times now made a ton of mistakes took

a lot longer than it should have I know

for a fact that going back now and doing

it all over again I would do it

completely differently a lot like what I

laid out here hopefully that allows you

guys to avoid some of those same

mistakes that I went through so

appreciate you guys for watching

hopefully this lesson's been useful for

you and I'll see you soon

[Music]