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Ep 198: Perry Belcher on Ecom Tripwires, Premiums, and Making Sure the Cheese is Worth the Squeeze
13 ideas de marketing sacadas de «Ep 198: Perry Belcher on Ecom Tripwires, Premiums, and Making Sure the Cheese is Worth the Squeeze», de DTC Podcast…
- 13 ideas despiezadas
- Fuente DTC Podcast
- Dura 1 h 01 min
- Publicada en 2022
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Oferta y precioBanks regalaban toasters, Big O Tire regala rosas el día de San Valentín, y Sports Illustrated vendió un millón y medio de suscripciones con el Football Phone. La conclusión: 'a good premium only has to be something someone wants.' No tiene que estar alineado con tu producto.
a good premium only has to be something someone wants if you you know examples used to be back phone from sports illustrated absolutely saved that company's life they were there's a company down in in florida big o tire that if you buy tires in january and february they send a dozen roses to your girl on guess where i'm buying my rows guess
Escúchalo en el minuto 18:41
Oferta y precioPerry dice que los premiums físicos siempre funcionan mejor que los digitales: 'premiums are always better if they're physical stuff, they always convert.' Un objeto tangible que el cliente puede tocar genera deseo real. Los premiums digitales casi nunca mueven la aguja.
if they're physical stuff they always always convert you drink a little moonshine area um they're they're all if they're physical you can have digital premiums but digital premiums don't move the needle like physical
Escúchalo en el minuto 17:19
Oferta y precioPerry cuenta la historia de unas tiendas de cemento en Brasil que generan $16K de ganancia mensual por local con un margen aparente del 13%: rentan un local por $1K/mes, meten $40K de inventario que rotan cada 10 días, pagan $4K en gastos y compran todo a crédito a 30 días, sin cash flow negativo. 'There are two giant levers in retail: margin and turn.' Vender sábanas con 20% de margen pero rotando cada dos semanas…
maybe a thousand bucks a month and then we bring in forty thousand gravel and sand by the pickup truck load this is in 13 yeah 13 and i said well you saw about 10 days i said so you turn over 40 000 for the stuff every 10 days yeah so they're turning over 120 000 a month at 13 what's about 20 000 a month per location right they're paying all their staff their rent and everything about four thousand dollars a month so they're making 16 grand a month they've got 60 locations 66 zero locations and they're buying all the stuff on credit they don't pay for it till 30 days after they get it anyway…
Escúchalo en el minuto 54:13
La fricción número uno en e-commerce es la creación de cuenta: por eso Amazon gana
ConversiónPerry identifica la creación de cuenta como el mayor friction point del e-commerce: 'the number one friction in all of e-commerce is account creation, that's the reason you have such a problem competing with Amazon.' Amazon wins porque ya tiene la tarjeta y los datos de millones de personas. La implicación: reduce toda fricción de checkout al mínimo posible.
the number one friction in all of e-commerce is account creation that's the reason you have such a problem competing with amazon nobody wants to put their credit card in another shopping cart nobody i agree i was just thinking about that the other day i was buying something and whenever they have i forget what the app is all of a sudden but the one that just sort of knows you and it it's so much more of a of a better experience on amazon or one of those cart programs amazon somewhere where you can just press the button and they already got all your stuff you know and that's why amazon's big…
Escúchalo en el minuto 36:17
El tráfico se ha commoditizado: la creatividad y la velocidad de iteración son las últimas ventajas
Canales de adquisiciónGoogle Performance Max y otras plataformas automatizadas redujeron la ventaja del media buyer experto: 'traffic is becoming a commodity, we all pay about the same amount for traffic.' Las únicas ventajas que quedan son la creatividad (volumen y calidad de creatividades) y la velocidad de iteración.
traffic is becoming a commodity you know we all pay about the same amount for traffic there for a while there you could really like crazy like um google's performance max platform is just give them a url and how much you want to spend per customer and let them go and they do a pretty great job so you're you know traffic's democratized so what's going to be the difference the difference is going to be you know marketing to gather a lead and then how good your marketing to get a lead and then how good are you at converting that lead into a sale and and those are space in that commoditized area…
Escúchalo en el minuto 6:29
Tripwire, premium y bonus son tres herramientas distintas con roles diferentes
Oferta y precioPerry Belcher distingue tres herramientas: un tripwire es una compra de impulso para conseguir el número de tarjeta de crédito del cliente (el ejemplo son hojas laminadas a $6.95 que abren paso a un curso de copywriting a $300 con conversión del 16-19%); un premium es un regalo físico que se da con la compra para generar deseo y no necesita ser congruente con el producto; y un bonus es algo que se añade al final de…
well there are three there's tripwires impulse purchase that you make to get someone's credit card right if they're physical stuff they always laminated sheets that are useful but 16 to 19 conversion rate on that course a good premium only has to be something premium and then bonuses are things you and you can actually kill a conversion
Escúchalo en el minuto 17:01
Mensaje y copywritingPerry fundó Copy Geeks: entrenó a un equipo de copywriters en Filipinas con herramientas de AI y los ofrece como 'unlimited copywriting' a $1,895/mes. Con un poco de formación, personas sin experiencia previa pueden escribir como copywriters competentes. Los costos de AI para copywriting siguen bajando, y el bottleneck ya no es la habilidad sino el proceso y la supervisión.
interesting i taught teach them we have a company i have a company called copy geeks where we i've trained a bunch of copywriters in the philippines and given the maya tools and they write like it's like unlimited copywriting for 1895 bucks a month or something a lot of ecom guys use they um because yeah they can be a pretty good copywriter you give them an ai tool a little bit of training you can make a copywriter out of just about anybody uh now and those things are only going to get smarter and smarter and smarter and then the
Escúchalo en el minuto 37:24
Oferta y precioPerry sostiene que los productos de bajo ticket son muy caros de vender (publicidad, shipping, devoluciones, chargebacks, merchant fees) y que los de alto ticket son más baratos porque el costo de adquisición se diluye en el margen. 'I'd rather be rich than be right' —mucha gente no testa ideas porque teme estar equivocada.
hence the high ticket hence the high ticket that it's by my experience that right now low ticket goods are very expensive to sell and high ticket goods are very inexpensive to sell but you have to know you know can you make that 5 twenty thirty fifty hundred thousand dollar sale confidence to get on the phone and ask somebody to give you 50 grand and you better feel pretty good that time but if you have that confidence and you do have something that's worthwhile you know by all means charge a lot because you don't want to be wrong right than i'd rather be rich than to be right you know some…
Escúchalo en el minuto 5:56
Oferta y precioPerry recomienda vender productos difíciles de encontrar localmente y con buen margen: 'i sell heat sealers online, it's a good business, because they're kind of hard to come by.' Categorías winners: processed food, chemical products, coatings, lubricants. Y el bundling: combinar un producto físico con contenido educativo crea un blue ocean product que no se compara con alternativas directas.
that's hard to find in a local market that has good margin like i sell heat sealers online it's a good business because they're kind of hard to come by i don't know what that is that's for because they're harder to find so a hard to find item that has nice margin and it's okay or a consumer item where i can make up i can make a chemical product up for a couple of bucks and i can sell for 20 or 30 bucks there's a lot of room in that you know perry's pretzels i think could be yeah right very spreadsheet yeah food i think food items yeah food items and uh processed food items and chemical…
Escúchalo en el minuto 56:40
Oferta y precioPerry entró al negocio de suministros para velas vendiendo mechas a $4.99 el millar —un precio tan bajo que nadie podía competir. En 60 días tenía el 100% del mercado estadounidense. La lógica: encontrar el componente útil-pero-incompleto que todo cliente necesita, ponerlo al precio que nadie puede igualar, y usar eso para adquirir al cliente completo.
candle wigs everybody making a candle had to have a candle wick right so it was a useful but incomplete item and because it was such a low ticket item people tended to mark it five dollars a thousand you sell them for forty dollars a thousand let's say and pretty soon within literally 60 days every candle maker in america was buying their wicks from me because they couldn't import them cheap enough well once i'd acquired the customer then i just started adding in more and
Escúchalo en el minuto 14:07
Oferta y precioPerry pone el ejemplo de Pretzel Chips: 7 onzas que cuestan ~20 centavos en materia prima + 3 centavos en empaque = 23 centavos de costo, pero se venden a $6.00. A eso súmale shipping, devoluciones, chargebacks y merchant fees. 'How low ticket is that really?' Un producto de $5 requiere el mismo proceso de checkout que uno de $500 pero con una fracción del margen.
things yep so those things are just pure flour and salt that's all that's in them and seven ounces of them is like six bucks there's probably 20 cents worth of raw material in that three cents in the package so you don't have 23 cents for six bucks it's a good cogs and if you're getting a bag of them every week when you go to the grocery store you know if you really like them what at the end of the day how low ticket is that really because people don't one thing people don't
Escúchalo en el minuto 52:39
Warby Parker adquirió clientes en Times Square por ~$70 vs $212 online: 66% más barato
Canales de adquisiciónWarby Parker gastaba $212 para adquirir un comprador online (que compraba ~$90 en lentes). Cuando abrieron su primera tienda en Times Square —el retail más caro del mundo— el costo de adquisición cayó a $70, dos tercios menos que online. Además, los clientes que hacían su primera compra en tienda eran mejores compradores repetidos después.
yeah warby parker exactly the ability to watched the guy do a talk it was like 212 dollars to acquire a buyer who bought like a 90 pair of glasses but then they knew that over time that person would buy three more pairs of glasses in a year so it all worked out right when they opened a store quite by accident just to be kind of um they found they could acquire a customer for somewhere around seventy dollars so they could acquire in a retail location for two thirds less than they could online and then once that person they serve that person in the retail location they can send them new designs…
Escúchalo en el minuto 33:51
Los CPMs en televisión son más bajos que en digital ($0.30 Facebook vs $0.50 TV)
Canales de adquisiciónPerry señala que un CPM en Facebook puede estar en $30 mientras que en televisión puede estar en $0.50. Sin embargo, la televisión tiene más fricción para convertir: el espectador tiene que buscar el producto después. El punto es que los CPMs digitales son significativamente más altos de lo que muchos creen.
a 30 cpm on facebook and you might be a 50 cent cpm on television right so the the cost to get them to cost to get a message out to a market uh is far less expensive by television than it is by that it is online that the difference is though it's hard it's much harder for a person watching television to take action when those when those things meld and blend and you hit your remote control button to go buy a thing which has got to be inevitable you know i think you're going to see a rise in television again and you'll probably see television rates go up you know but there's a lot of media out…
Escúchalo en el minuto 32:32
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