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Building a $3,000,000 Business for a Stranger in 31 Minutes | Scale or Fail Episode 2
21 ideas de marketing sacadas de «Building a $3,000,000 Business for a Stranger in 31 Minutes | Scale or Fail Episode 2», de Alex Hormozi. Sobre todo de…
- 21 ideas despiezadas
- Fuente Alex Hormozi
- Dura 30 min
- Publicada en 2026
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Un desbloqueo secreto que convierte a cada cliente en un anuncio
Retención y relación con el clientePara conseguir video de clientes reales, Hormozi propone un set de stickers secreto que solo se desbloquea si el cliente se graba haciendo un sticker. El mismo requisito funciona como activación de onboarding —todos hacen su primer sticker dentro de los primeros siete días, con la victoria rápida que eso trae— y produce material publicitario en cadena: con 200 clientes por lanzamiento, son 200 anuncios nuevos.
>> You want to incentivize people to? >> Right. So I would I would have a super secret sticker set. S set. Right? Which they can unlock >> if they show themselves making a sticker. >> That's it. And then I would use that as my activation for everyone. >> Which is that everyone in your first seven days needs to make a sticker. >> I really like that cuz that's great for onboarding too. >> Quick [music] wins. >> So it's a quick win but then every single customer makes you an ad. Then around and around we go. And so if you have 200 customers for every launch on the low side, there's 200 ads. Um…
Escúchalo en el minuto 10:03
Multiplicar los anuncios ganadores por escenarios
Mensaje y copywritingToma los 20 anuncios con mejor conversión de toda tu historia de campañas y regraba cada uno en cuatro escenarios distintos: otra ropa, otro fondo, otra ambientación. Son 80 creativos sin inventar un solo guion nuevo, partiendo de mensajes que ya sabes que funcionan. Pasar de cuatro anuncios a ochenta sale de aquí solo.
>> But you specifically, I would say like I would want you to make 20 ads * 4. >> So, like 80 ads that are just you, but I want the four to be different backgrounds and settings. So, take your highest converting ads of all time over the last how many campaigns you've done. Put all 20 in here. >> Do you want one of each of them in four different settings? Different t-shirt, different background, different whatever. >> And that'll get you your kind of 80. So, it's like if we're going from four ads to 80 ads and that's just from this and
Escúchalo en el minuto 11:47
Cien estanques, no océanos
Investigación de mercado y clientePara escalar hay que bajar, no ampliar: en vez de dos anuncios que intentan convertir a todo el mundo con el mismo mensaje, se drenan cien audiencias pequeñas usando call-outs específicos por avatar y variaciones de gancho. Nim solo separaba madres de abuelas; Hormozi le pide ir mucho más al detalle. Es contraintuitivo, pero la escala viene de la especificidad.
>> One thing that I did I did miss is um I think we should consider when you're making these ads, you should use hook variations. >> I would experiment with different call outs for avatars. So, like in the lead book we talk about call outs. >> I've done that only to only a limited way, literally separating mothers and grandmothers, but I haven't really done a great >> go underneath of I would go more sub-specific. But like the game is now a game of 100 ponds and no oceans. Like you're you're draining 100 ponds of audiences >> to get your scale more than trying to advertise to the oceans. >>…
Escúchalo en el minuto 24:47
Oferta y precioNormalmente entre el 5% y el 15% de los compradores elegía el plan anual. Al dejar de vender el mensual y pitchear únicamente el anual, la proporción subió al 30% y el valor promedio de pedido se duplicó de inmediato, un efecto mucho mayor del esperado. Hormozi pide llevarlo al extremo en el próximo lanzamiento: que el anual con bonos sea la única oferta disponible.
I I think that even just making the switch with the past launch of pushing the annual membership doubled the average order value so that made a huge difference way bigger than I thought it would and then instant >> Step one, add the annual make that the only offer available. I want to be clear, the only offer available is the annual with the bonuses. >> Okay, so annual only at the next launch. >> Oh, when we spoke before, you'd said >> Sell the annual. >> Yeah, and really don't sell monthly or >> went from being um normally it's like a 5 to 15% of 10% normally take annual. pitching really…
Escúchalo en el minuto 3:13
Medición y experimentosEl cambio a trial es arriesgado, así que se corre como split test: 10 dólares de entrada en las dos versiones, los mismos anuncios y el mismo embudo. Lo único que cambia es que una incluye el trial y la otra no. Igualar el precio permite reutilizar los mismos creativos y aísla la variable que de verdad se quiere medir.
>> So, this is scale or fail. To be clear, I think that all of this will literally just get you more of what's already working. There's very few universes where I think that you adding the physical product premium and only presenting the annual offer doesn't generate more revenue up front. And we've de-risked this test by being able to just run it as a split test with the exact same price point. $10, $10 on both, that way the ads can be the same. One just includes a trial and one doesn't. Everything else in the funnel will still be the same.
Escúchalo en el minuto 26:05
Convertir el bootcamp en un trial de la membresía
ConversiónLa idea más agresiva de la sesión: dejar de vender el bootcamp como un evento suelto y venderlo como un trial de 7 días de la membresía de 27 dólares. En vez de convertir al 22% de los asistentes, entra a la continuidad el 100% del tráfico y quien no quiera seguir tiene que cancelar; durante esos días todo el discurso empuja el plan anual. El bootcamp ya se planteaba como un adelanto de la membresía, así que la…
Is that we position the boot camp as a 7-day trial of your $27 membership. >> That goes even without you saying anymore, it goes so well cuz the whole point of it is supposed to be like a teaser, a taster of this is what you get if you're a member. Because then you automatically convert it 100% of your traffic instead of 22. >> So they're signing up for the continuity and they have to cancel their membership. >> Yeah, and then you're running a a 7-day or a 5-day, whatever that you know, whatever you want, but then your whole thing is pushing the annual. >> So you have 100% conversion. And…
Escúchalo en el minuto 18:28
Cadencia de gasto publicitario dentro de un lanzamiento
Canales de adquisiciónHormozi reparte el presupuesto de un lanzamiento así: entre 5% y 10% en la primera semana, con el único fin de testear creativos; identificado el ganador, se escala y entre el 60% y el 70% del gasto total cae en la última semana, con cerca de la mitad concentrada en los tres últimos días. El error de Nim fue empezar a testear cuatro semanas antes y quedarse sin pista para escalar cuando el evento se acercaba.
So, what the way that I like to normally do my launches, which I know is much earlier than many others, I launch four weeks out. So, four weeks out of it I'll call with a like a smaller spend, you know, the testing, seeing what works, um I didn't have I didn't feel like I had the runway to be able to do that. I Okay, so I'm going to I'm going to walk through spin cadence. >> Okay. And so the way that um I do this, I put about 5% 5 maybe 10% max of my spend goes in that first week. And the only purpose is to test creative. >> Then once we have our creative, the next 2 weeks are pretty much…
Escúchalo en el minuto 7:24
Antes de escalar tráfico, comprobar si la entrega aguanta el doble
Medición y experimentosLa primera pregunta de Hormozi, antes de tocar nada, fue: si duplicas la cantidad de clientes, ¿se rompe algo? Al confirmar que no, el diagnóstico quedó cerrado —es un problema puro de demanda— y toda la sesión pudo dedicarse a oferta y tráfico, sin discutir nada más. Sin esa comprobación previa, escalar anuncios solo amplifica un cuello de botella de entrega.
>> Just so I'm clear on the delivery side, if you double the amount of customers you have, does it break anything? >> No. So, this is a pure demand issue, which is nice. I think I'm going to go I'm going to break this into I'll offer, and then we'll go traffic. Cuz I don't think there's really much else for your specific business that we need to talk about.
Escúchalo en el minuto 6:24
Para escalar hay que subir de ganchos de oferta a ganchos de dolor
Mensaje y copywritingLos cinco niveles de consciencia de Eugene Schwartz ordenan el mercado desde el público más caliente y pequeño hasta el más frío y numeroso. Cuando los anuncios dejan de rendir al escalar, casi siempre es porque solo hablan a gente consciente del producto o de la oferta. Escribir ganchos dirigidos al dolor —del tipo '¿estás aburrida y no sabes qué hacer?'— abre el targeting hacia audiencias mucho más grandes; los…
>> My hooks playbook. Yes, exactly. So, on the levels of awareness piece, >> the five levels of awareness is a framework by Eugene Schwartz where every person in a market falls into five categories. So, your advertising should speak to them differently. He contends that audiences go from the bottom, which is the warmest and smallest group, to the [music] top, which is the coldest and largest. For Mim's business, in order to continue to scale her ads, she needs to target more pain or problem-aware audiences rather than product- or offer-aware audiences. >> To make sure that you don't get…
Escúchalo en el minuto 12:26
Guardar el plan mensual para una campaña de repesca
ConversiónVender solo el anual durante el lanzamiento no obliga a perder a quien no puede pagarlo: cuando cierras el carrito, corres una campaña de repesca ofreciéndole el plan mensual, esta vez sin los bonos. Así maximizas el ticket alto mientras dura el evento y recuperas después al resto de la audiencia.
>> Okay, which is I would rather just not mention them monthly at all. Sell the annual, put the offer in there, and then after the launch is over, when you close your cart, then run everyone else to your monthly that doesn't have the bonuses. Cuz then you can do a mop up campaign. Cuz you still get plenty on that, but
Escúchalo en el minuto 17:19
Pensar en cientos de creativos, no en cuatro
Estrategia de contenidosNim testeaba dos imágenes y dos videos por lanzamiento y reconoce que los creativos son su punto débil. Hormozi le dice que el número correcto está en los cientos —los grandes anunciantes hacen miles— y que los estáticos ya no son excusa porque con IA se producen en segundos. Sin volumen de creativos no hay volumen de gasto posible.
approach this from a creative perspective. So how many pieces of creative are you making right now for a launch? >> This is my weak spot for sure creatives. Last launch I think I started with a whole test in that first week with um two images and two videos. >> You think in the hundreds? >> Uh we won't be talking hundreds. >> We have to. How many creatives do people make? >> Oh, thousands. >> Right. So let's just think in the hundreds, right? >> Okay. So let's just to make this with the AI stuff or you like more of versed in it? Okay. So there's no reason why you shouldn't have a ton of…
Escúchalo en el minuto 8:53
Clipear los directos que ya estás haciendo
Estrategia de contenidosNim hace lives todos los días durante sus bootcamps y tiene años de grabaciones guardadas. En lugar de producir contenido nuevo, Hormozi le pide cortar esos directos en clips cortos de consejos rápidos y usarlos como creativos orgánicos y pagados a la vez. El material ya existe: lo único que falta es capturar sistemáticamente lo que ya está ocurriendo.
Love that. What touch points do you have with your customers? >> The only live delivery that I do while I am connecting is doing these bootcamps the classes are pre-recorded but I go live every day. And I also invite my >> All lives, I just want you to clip because you're already doing it. >> I've got so many previous ones. >> Yeah. So just clip them and these can both go as organic. >> And paid. >> Just just the small Yeah, exactly. Quick tips, exactly. And then for you specifically, so all of this is just stuff that's happening that we should be capturing.
Escúchalo en el minuto 11:14
Si recuperas el gasto en el primer mes, no le pongas techo al CPA
Medición y experimentosNim capaba su CPA en unos 50 dólares y su gasto total 'sin ninguna buena razón', y terminaba cada lanzamiento arrepentida de no haber invertido más. Hormozi la reta a estar dispuesta a pagar hasta 100 dólares por adquisición: si el negocio es rentable y el dinero vuelve dentro de los primeros 30 días, el techo del gasto es una decisión mental, no financiera.
>> Why don't you spend up to $100 CPA? >> See, this is part of the reason I'm here cuz I often finish a launch thinking >> Should have spent more. >> Why didn't I spend more? Yeah. And then I'll go into the next launch again with that same I'll cap my ad spend at a certain amount for no good reason. >> I don't even well, I have capped the CPA, but this the CPA has gone as high as maybe 50. I'm not a cautious spender, but for some reason that's what I've done. is the decision, which is that I want to challenge you to be willing to do a $100 track. All right? That's my challenge. >> Honestly, I…
Escúchalo en el minuto 5:36
Regalar el kit físico para justificar el plan anual
Oferta y precioEl order bump actual, de 47 dólares, se lleva el 30% de los compradores. Hormozi propone armar el kit físico completo que el cliente necesita para hacer stickers, ponerle precio de 149 dólares en el checkout y regalarlo a quien compre el anual. Cuesta unos 10 dólares más 10 de envío, el LTV ya ronda los 300, y el argumento se vuelve irresistible: 'lo voy a tener que comprar igual, mejor me llevo todo y los bonos'…
options. I still think that there should be a bump here. >> There was a bump right now, but it's only to my $47 cost, which is a little >> Mhm. How does that do? >> That's 30%. >> It's pretty good. Two the sticker paper is one that I would put because if they need this to do the thing >> then it's like we might as well just >> Give it to them. >> Give it to them, right? >> Yeah. This is my This is my whole kit. So this is what it's called the bundle, If we can make this the physical bundle >> You might be able to get get away with like $99 on something like this. >> And it's going to be super…
Escúchalo en el minuto 15:24
Trial de un dólar más upsell de las herramientas
ConversiónPara que el trial no mate la caja del front-end, Hormozi sugiere cobrar un dólar —así verificas de paso que la tarjeta funciona— y vender inmediatamente después las herramientas que el cliente va a necesitar durante el reto. El kit completo, en cambio, solo se regala a quien compre el anual durante el evento, con una razón honesta que se le dice al cliente: cuesta dinero y hay que enviarlo.
>> But, I think you can go trial and then upsell tools. Right? Upsell the stuff they're going to need for the challenge. Right? And then you'll still be able to get some cash uh from all those people. And you could make it a $1 trial. So, you want to see if you have a working card or whatever. I would not >> Yes, and you can say this you only get all the tools if you buy the annual during the event. >> Cuz it costs me a lot of money and I got to ship it and I got to do all that other stuff out there. So, I can only do it for people now.
Escúchalo en el minuto 21:37
Optimizar las campañas por compra y seguir el ingreso por clic
Medición y experimentosDos ajustes de medición que Hormozi deja al pasar: optimizar las campañas por evento de compra y no por conversiones intermedias, y empezar a seguir el EPC, el ingreso por clic. Lo plantea además como una herramienta psicológica: cuando ves ese número y sabes que estás bien, duermes mejor y te atreves a gastar más.
>> Yeah. Also, as a side note, I don't know if you're already doing this, but I would make sure that you optimize your campaigns around purchases if you're not already doing >> I always do. >> Yeah. And then, the one thing that I didn't see on your numbers, but I would like to get to is just EPCs. >> So, earnings per click. And I think you'll sleep better knowing that you are doing fine. >> That's it. You just giving me this is enough. And so, the more I know, the the
Escúchalo en el minuto 24:22
Recuperar el gasto en el front-end deja el costo de adquisición casi en cero
Medición y experimentosSi gastas 3.700 dólares en anuncios para conseguir 100 compradores y ese front-end te devuelve 3.500, el costo neto de adquirir a los 22 clientes que se quedan es de 200 dólares en total, y esos 22 valen 6.600. El verdadero cuello de botella no es el CAC sino la caja: hasta que el front-end no se paga solo, el dinero queda atrapado y no puedes aumentar el gasto.
right? Now, on the front end, it's costing you $3,700, >> So, you get these people. >> And this is the issue from a cash perspective, correct? That's the problem. >> So, this is the real problem. >> Yeah, so where this where where it gets more interesting is like let's say that you spend $3,700 to get 100 and you make $3,500. >> So, then that would mean you have $200 to acquire 22 customers is what the net net actually works out to. >> So, that helps you to CAC is crazy. >> I can build my list for free. >> Yeah, you spent $200 to make 6,600.
Escúchalo en el minuto 19:55
La matemática del trial: 55% de retención da un 50 a 60% más de ingresos
Medición y experimentosCon 100 compradores del bootcamp, hoy se quedan 22 con una utilidad bruta de por vida de 300 dólares cada uno: 6.600 dólares. Si el bootcamp fuera un trial y al final quedara el 55%, serían 55 clientes por 300 dólares, unos 16.500. Aun perdiendo la venta del front-end y sin contar upsells ni ventas anuales, el resultado sube entre 50% y 60% frente al escenario actual.
So, let's say you've got 100 people who >> Yeah, they buy the book camp, right? Where you know that we're we're going to have 22 of them who are going to have a lifetime gross profit of 300, right? So, we have whatever that is, 6,600 So, the idea with the trial would be if we had those same 100 people, but let's say the trial conversion at the end was it'll probably be closer like 55%. Like especially if you do like a 5-day thing like this, and all of a sudden you're at 55 people, and they have the same $300 LTV. Now, that going to get annuals, but even if no one bought annual, and we just…
Escúchalo en el minuto 19:36
Arbitraje de medios: cuando la matemática cuadra, solo hay que repetir
Oferta y precioHormozi define el negocio de Nim como arbitraje de medios: comprar clics por menos de lo que puedes ganar con ellos, y por eso es fundamentalmente escalable. Cuando el modelo es ese, no hace falta reinventar el producto ni la entrega; basta con ajustar los números y repetir el proceso. El churn del 5% confirma que el producto aguanta el crecimiento.
will dramatically increase her cart value. And in the business that she's in she's in a media arbitrage business which is fundamentally that you buy clicks for less than you can make on them because it's a very scalable business. And so like honestly once just the math gets right she can just do this. And from a product perspective she had 5% churn which is really good.
Escúchalo en el minuto 28:17
La economía de un bootcamp pagado de 10 dólares
ConversiónEl embudo principal es un bootcamp en vivo de entrada pagada que se lanza tres veces al año: el ticket cuesta 10 USD, conseguir cada comprador cuesta 37 USD de publicidad y el valor promedio de pedido es de unos 36 USD, así que el front-end queda casi en punto de equilibrio. De esos compradores, el 22% entra a la membresía. Algunos eventos arrancan en rojo y terminan en verde; dos fueron rentables desde el primer…
>> So, right now with the main membership, with Secret Sticker Society, the main funnel is a live paid bootcamp that I launch three times per year. Okay, the live paid launch is $10 is it the ticket 10 bucks? Cost you $37 to get it. >> You have a 22% conversion rate on >> into the membership. >> of people who buy a ticket. >> What's AOV? >> It would be about 36 dollars. >> almost breaking even. >> Some of the events I am slightly in the red but by the end of the event I'm always profitable and then two of the boot camps that I've run have been profitable from day one so I've been up.
Escúchalo en el minuto 1:42
Un negocio de 800 mil dólares enseñando a hacer stickers
Oferta y precioNim Jenkinson facturó 1,1 millones de dólares australianos (unos 800 mil USD) en doce meses enseñando a crafters a hacer stickers, con un margen de 30 a 35%. Todo se sostiene en productos digitales de bajo ticket: la membresía Secret Sticker Society a 27 USD al mes o 270 al año, más una batería de upsells intercambiables. Su meta a tres años es llegar a 3 millones de USD anuales.
>> I help people make stickers. For the last 12 months, I made uh 1.1 million Australian, which roughly works out to be about 800k. Um so, I've made multiple seven-figures over the past 10 years exciting. So, profit is around the 30 to 35% mark and my goal for the next three years is to reach 3 million USD [music] >> I make money uh with low-ticket digital online and my main membership is Secret Sticker Society. Currently, the rates are $27 USD per month or 270 per year. And then loads of other low-ticket digital products that can be interchanged for upsells. I have really
Escúchalo en el minuto 0:43
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