Luke Belmar Pop Up Event - July 7th 2020
Part 1: Intro
Company Structure
1. Income producing tasks
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Media buying
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Brand development
2. Loss mitigation tasks
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Hiring qualified customer service reps from OnlineJobs.ph
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Make sure they went to the top 50 schools in the Philippines
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Hire someone to handle chargeback disputes as you scale higher
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Criteria
a. Must have fast Wifi (ask for speed test)
b. Have them send you a short essay (to analyze the way they speak/write)
c. Select at least a dozen for an interview, not just one or two
3. Logistics department
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Shipments need to be with a US company when you’re scaling
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Once you surpass 250k in revenue, you should be shipping from the US
4. Accounting
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Get someone from Fiverr or OnlineJobs.ph to do your accounting part time
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Stop only using Order-Metrics, not a reliable source for calculations
Also, focus on reducing Fixed Costs (ex: Product and shipping costs) to have more $$$ available
for Variable Costs (ex: Adspend and media buying)
Extra Resources:
JobStreet.com - Great for hiring higher end of team (make sure they have a degree)
Intercart - One page checkout, limits actions needed for customer to make purchase
Part 2: Facebook Ads
The Funnel: Spend most at top of funnel, and least at bottom of funnel. Think long term.
HIGH:
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Use InterestExplorer.io to find interest. Test infinite interests, not just 4 or 5.
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1M+ Size per interest. Once again, test as many interests as possible.
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Ad Styles:
a. Value Based Ads - Shows how your product can add value to their life
b. Educational - Educate them on their problem, and how your product can help
c. Entertaining - Ads that are comedic, or entertaining to watch
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Objective: Made to capture attention, and convey message quickly
MID:
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Ad Styles
a. Discounted retargeting
b. Further educate audience on product
c. Reiterate. If someone with neck pain repeatedly keeps seeing your neck massager,
they’ll be more likely to buy
d. Address objections
HOT:
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Objective: KEEP THEM HOT
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Ad Styles:
a. Upsells & Crossells
b. Encourage loyalty (sometimes through discounts, but not always)
Extras:
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Ad + Landing Page: Problem > Solution > Description > Call to action
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The ad is supposed to sell them, and the landing page should reaffirm that they’ve made
the right decision
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Landing Page Hack: “Buy 1 for $20 or 2 for $30”
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Add rule sets to ads. Ex: Set adsets that spend $30 with no sales to automatically turn off
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DO NOT Stack interests in a single adset. ONE interest per adset
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Hundreds of adsets + Hundreds of interests + Rules to adsets = Cash Flow
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Only manually split test
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Compress images to boost page speed
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For lookalikes, TEST ALL %’s. You never know what works until you test it.