It was the summer of 2014 and we made 23,000 dollars gross in 7 days. I was overwhelmed and completely in awe.
I remember this as me and my wife were in South Beach Miami.
Traipsing down Ocean Drive.
Across the hot muggy air and street lived the Versace Mansion, wherein the 90’s Versace was shot and killed in front of.
Also in the ’90s Ocean Drive was the creme de la creme of society.
2014 South Beach has changed but it’s still a fun time and nice to look at.
At the time I bought courses from Jeff Walker. So I put together a trailer of a back to school print campaign we had.
It was called ™. I teased it out and built a pre-launch list.
I set up email sequences and from building products for clients for years I knew how to build interest and hype.
But I never really put it into play for myself. I had all the frustrations you probably have now.
Not enough time, Not knowing which way to go, not knowing do I build a big launch or a small one, should I do pro videos or whiteboard videos, do I discount or not, arghh.??
The stuff can be absolutely maddening. Even to someone who has been doing it a long time.
So this time was different. I built the funnel. But I built it with speed in mind. Not taking too long to overthink getting down to brass tacks asap.
I ran through all of the stuff I learned. I built the collateral. And then it came to launch day. I didn’t over think. I did. Instead of thinking I just started feeling my way around doing.
I was ready.
If you've ever done a product launch you know that dreaded moment.
Where you have tested it all out. You checked the autoresponders and sequences 20 times and you are just ready to hit send and post.
And your hands are sweating. And you are doubting yourself.
Finally, you muster up the courage to press send and then wait. And wait.
So I pressed send. And put out a post on Facebook. I tell Jess "let's go get a drink".
We are at The Sugar Factory on Ocean Drive and we are enjoying this highly sugar alcohol beverage that was almost the size of a bowling ball.
Yes, a bowling ball. and it cost 40 bucks each :) mine had dirt in the bottom. But that's a totally different story....
I was bummed out. Like I felt like a failure. I felt like all this hard work and it was just wasted cause - clearly, NO ONE is going to buy anything. At all.
All of a sudden ding. Sale 1. Ding ding. 2 and 3. Ding 4. 5. 10. 15. At this point, the phone is going ding ding ding ding ding. I looked up at Jess literally with tears in my eyes. She asks "Are those sales?"
I said YES. "We did it!!!!!" Ding ding ding. Goes the Shopify alarm / cha ching.
The phone didn't stop for 7 days. At the end of it all, we did 23,000 in 7 days.
By no means the biggest launch ever.
But I only had a 600 person email list at the time and it was a super small niche market. If you want to see the video that paved the way check it out here.
This proved the power of video to me for my own business and laid the foundation for Dojo Muscle™ Up.
Now. We are here. Video is everywhere.
So how do you raise the bar and stand out again?
2020, 2025 is all going to be about CREATIVITY. I will wager anyone on that.
We knew back in 2014 when we released Ninja Focus campaign and it sold 20k of print when I had 600 people on my mailing list. We were onto something big with video. using it to drive sales for print for us.
One video drove the whole campaign. I tell this story often
Now that the video revolution is here. What's next?
The creative revolution.
Since more videos get into the mix, the more creative, entertaining, informative, emotional and story oriented the more connection it will have.
It's the nature of the beast.
At the end of the day once markets get saturated the only way to stand out is to be unique and creative.
It's always good to look at what other industries are doing and see if you can apply that here to what you are doing.
It's how Steve Jobs created Apple.
It's how Mike Tyson knocked out everyone for a while.
It's how Happy Gilmore showed Bob that the price is wrong.
Join the movement Dojo Muscle™ Up.
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