This content analyzes the marketing playbook of a highly successful direct-to-consumer brand (implied to be AG1), revealing how it transitioned from a scrappy dropshipping model to a $600 million empire by strategically combining direct response marketing with sophisticated brand building and customer retention tactics.
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Woo! This green powder cost 33 cents to
make, but is sold for more than $100.
And this isn't some niche product from
the dark alleys of the internet. These
guys did over $600 million in sales last
year. And all the biggest influencers on
the planet are pushing this stuff like
their lives depend on it. There's a lot
of controversy behind this stuff, but
there is one thing that you can't deny,
and that it's that these guys are
masters at marketing. And today I'm
going to show you how you can steal
their entire playbook to force people to
happily buy anything for 10 times the
cost. But before we get into all the
marketing source, I've actually never
tried this stuff. So, let's give this
thing a whirl. And just as you'd expect,
it's green powder. Smells like pineapple
and fresh long
clippings. It's not too bad. It's got a
little bit of a sweet aftertaste. The
reality of it is it doesn't even matter
how this product tastes because these
guys have strategically tapped into a
psychological trigger which makes their
product irresistible, which I'll get to
in a moment. But that's not what's going
to serve you. We need to dial back and
we need to have a look at where this
brand got their origins. And what you
can see is I've gone into Wayback
Machine, which gives me all of the
website's history since back in 2009.
and it is very scrappy dropshipping
super direct response. So look at the
differences between these two websites.
You've got the first mentions that they
got from Tim Ferrris in the 4-hour body.
Very very hard-hitting direct response.
Limited offer act now is even bigger
than the actual headline on there. It's
just entirely different to how you see
them operate now. You're not leveraging
brand. You're not leveraging a lot of
these other things. You're just
scrutinizing how to get the highest
conversion rate possible from cold
traffic and a brand new audience and
then make them a hardhitting offer. And
in just a second, I'm going to break
down step by step their $600 million
funnel and show you exactly how you can
steal these strategies and apply them in
your own business. But it's important to
first really understand where this brand
got their roots and how they got
started. So what these guys did is they
targeted the early adopter market, the
trainers, the people that were kind of
like the first wave of biohackers if you
will. Then they hired a fancy branding
agency in 2021 and went full send on the
brand marketing side of things and they
rebranded as AG1. The packaging is so
much more beautiful. It's simplified and
it's a brand. It's a real brand. It
doesn't feel like we're just moving from
Athletic Greens to AG1. Really signals
that as well. What most people do is
that they look at what people have done
on the summit. They don't look at what
they've done on the climb. It's very
easy to look at this brand and go, "Oh
my god, they got such a beautiful brand.
That's the reason why AG1 is so
successful. That's what I need to do. I
need to go out there, spend an enormous
amount of money and hire a branding
agency because that's obviously how they
were successful, right? The only way
that you can grow a business in the
beginning is by having a machine where
you can put a dollar in and you can get
two, three, four, or $5 out. The reality
of it is that you can't do that with
branding. Branding is a long-term game.
And what I see far too often is that
people think that they have a brand.
They don't have a brand. They have a
logo. Brand is a byproduct of
distribution. The only way to have a
brand is to have paying customers. So,
you need to focus on the fundamentals
and scrutinize what are the most
compelling offers that have the highest
conversion rate that have the best
amount of rorowaz that allows me to
survive another day. So, in the
beginning, you want to focus on direct
response, hard-hitting offers, really
compelling copy. You don't have a lot of
brand equity. And then is you want to
take a portion of your budget and you
want to be putting it on brand building
exercises. And I don't believe that you
should go all the way into brand. I
think that really successful businesses
that are doing $100 million plus in
revenue, they always use a combination
of direct response and also brand
building. In order to scale a business,
you're never going to get to that
position unless you really nail this one
thing. Because the thing that AG1 did
incredibly well was focus. They didn't
have a huge product inventory, all of
these different SKs that they were
managing. They had one offer, just a
powdered green. They understood their
audience and they understood why people
were staying on this product. Whenever
they had money coming through, they knew
that it was as a result of that. That's
the seed of where it began. much much
further on down the track did they start
running paid ads on all of these
different platforms. And the other
advantage of just having one traffic
channel to begin with is you can refine
your message because audiences convert
based on different types of messaging
based on the platform. A Tik Tok user is
very different to an Instagram user, to
a Google ads or a Facebook ads. Again,
it's very easy to look at AG1 and think,
okay, they got Huberman on there, they
got Tim Ferrris. What you really want to
be doing is looking at the micro
influencers in your space. Who are the
people that you follow that are hyper
obsessed. They're the early adopters
that you want to work with. Not only are
they cheaper and more approachable to
get in contact with is because naturally
if it's organic content, it doesn't come
across as an ad. And when these guys got
started, that wasn't a viable strategy,
right? There wasn't Tik Tok. There
wasn't a lot of these platforms. You
want to leverage that, deploy it into
your paid ads engine, and scale it from
there. All righty. So, let's rip into
their $600 million per year marketing
playbook so you can steal it. It's
comprised of three different strategies.
And the first one is their affiliates.
You would have to be living under a rock
not to have heard of AG1 on all of your
favorite podcasts. What we can see is
that you can earn 30% per sale. That is
each single transaction that somebody
buys as a result of buying through your
referral link is you get that into
perpetuity, which is insane. If you had
31,000 people buy through an affiliate
link, that is over $500,000 per month.
In just 2 months, you could earn $1
million. So, let's take a look at some
examples. If we look at Joe Rogan,
right? Do you really think that a super
affiliate like Joe Rogan would be
getting the stock standard off-the-shelf
commission percentage? Hell no. Now, if
we look at the numbers, in 2019, Joe
Rogan's podcast had over 190 million
downloads per month.
Whenever he opens his mouth and is
asked, "What is the supplements that you
take?" The first thing that always comes
out of Joe's mouth, I take Athletic
Greens. Bingo, baby. And the smart thing
that these guys do, which we'll get to
in a moment, is how they then further
piggy back off those mega influencers
brands names and funnel all of that
through to their website, which we'll
unpack in just a moment. But one of the
things that is absolutely crucial for
this strategy to work is to pick a
product that is very visual and it
disrupts the scroll on the feed. Take a
look at High Smile, right? Their V40
serum. It is a bright purple teeth
whitening serum and these guys fully
send that. Do you think that that is not
by design? Of course it is. Now, if it
doesn't pass that test, everything that
you do is just going to have to work so
much harder to actually get cut through.
Heck, this is the reason why I designed
my book in a big bright red color like
this with sell like crazy written on the
front is I thought about how do I
visually put something together that
just stands out on the feed. So, it
wasn't by accident. All righty. Now,
it's time to go full-blown internet
marketer mode and funnel hack the [ __ ]
out of their $600 million per year
website. So, we arrive on their homepage
and straight up, they're just sprinkling
it with social proof. AG1 is a daily
health drink packed with nutrients to
help alleviate bloating, support
sustained energy, and whole body health.
And straight away, we got the homeboy
Andrew Humeman. probably the number one
health super affiliate in the world.
I've been using AG1 since 2012 because
it's the simplest, most straightforward
way for me to get my basis of important
vitamins, minerals, and probiotics.
You've got Allison Felix, Sir Lewis
Hamilton, Jeremy Jy, then you've got the
AG1 is a moreinone solutions. And of
course, it's bright green ticks all
around for AG1. One of the most
important things that I will mark is
that when you click on buy now,
immediately all the navigation
disappears. The only options that you
are presented with straight out of the
gate is the pouch which starts at 79
bucks a month. They don't only just
start us on one subscription. No.
Already pre-selected is the double
subscription for best value. It's
$149 per month. Notice the subtlety of
the copy, right? Compared to the single
subscription, which is 79 bucks a month,
I think most of the people that are
going to be looking at AG1 is going to
consider themselves to be a high
performer and they're going to be like,
"Oh, that's me." This is a perfect
strategy that you want to steal straight
away. I am price anchored at
$149 or on the high end $223. When I see
that and it's already pre-selected, it's
already added to my cart. When it comes
to making somebody make a decision, you
don't want the decision to be binary,
like should I buy this yes or no? It
should be how much of this should I buy?
Then they do have a once off, but you'll
notice it's at the very very bottom. And
unlike the other boxes, it's not white.
It doesn't pop out. It is in the same
color as the background. They really
don't want you to go down that option.
Beautifully, they visually represent the
changes once you choose which
subscription. Sold to the single. And
you'll notice that on the once off
purchase, they've even removed their
money back guarantee. All the usual
suspects here on their checkout page.
But an important point to make in the
cart, I'm offered the Omega 3 and the
AG3 Plus K2, but I don't recall seeing
that on their actual website. And just
as I suspected, you cannot find any of
those other products. And the reason
that they've done that is most people
send all of their traffic to their
website. And there is a, thous01
different options depending on how many
products that you stock. And that is
what we call decision overwhelm. And
because you're burdening the consumer
with all of these decisions, what do
they do? They don't make any decision at
all. And they check out and they bounce.
That's why the average e-commerce
website has a 1% conversion rate. This
is probably one of the most valuable
online supplement business that there is
because they have all of these people in
subscriptions. And the multiple that you
get on that is just sickening. And it's
all these subtle differences in their
funnel to most people's websites that
make all the difference. Big bold fonts
that is all benefit driven. They've got
all the information that you could
possibly want in order to make the
decision, but it's all laid out in a
very clean way. They answer all the
questions that you could want. And if
you want further research around this,
they've got long ass pages that just
show you all of this stuff. And this is
highly technical information, but it's
not over the top. Now, let's dive under
the hood and look at the tech stack.
First things first, we plug their
website into Similar Web. And we can see
that these guys are getting 2.3 million
uniques per month to their website. And
the interesting thing to note is that
31% almost 32% of all their traffic
comes from paid ads. So, we hop into
their ads library and I can see that
they have got 420 ad results running.
These are some good ads. Lots of UGC. So
much creative. Look at this thing. It
just goes on and on and on. And I can
see that a disproportionate amount of
their ads all mention the free welcome
kit. Now, look at this URL. This is what
I call the backdoor. Most people when
they look at a brand, they look at their
website and they go, "Oh my god, like
look how amazing this website is. It's
all branded and it's not making any
offers. It's not over the top. It's not
hypy. It's not direct response." Right?
Yes. That's what we call the front of
house. It's what you make look all nice
and proper. If we look at the
comparison, you'll notice how it's got
multivitamins, probiotics, and greens.
And all there is is tick boxes. You look
at the landing page that they're sending
traffic to and they've given you the
cost breakdown, how it's different from
a multivitamin to a pre or probiotic or
a green superfood and it's showing you
how much that all of those are versus
this one which is a total of $79. So,
it's very slight differences, but
they're very, very important cuz it's a
different type of buyer. They've got all
the benefit driven copy here on the
bullets. Focus, energy, gut health,
immune health, healthy aging, stress and
mood balance, nutrient replenishment.
Whenever you're seeing a brand that is
everywhere, do not just look at their
homepage and think that's where the
traffic is going. Lo and behold, they're
doing split testing and they're using
Hot Jar, which allows them to split test
different pricing, different copy,
different headlines. They're using
Clavio for their email and SMS
subscription. Shopify is the platform,
their e-commerce platform. No surprises
there. They are literally using every
single ad platform that exists online
because they have an offer that
converts. A high-erforming website isn't
one that just looks beautiful. This
thing needs to be able to convert. So,
what you want to think about with your
own website is how do I simplify this?
How do I take all of the products that
I'm trying to advertise? What are the
20% of products that account for 80% of
my revenue? And how can I make them the
hero of my website? What are the other
supplemental products that I can add?
And you put them together and you make
them a bundle and you incentivize them
for purchasing them. that increases your
AOV and ultimately your lifetime value
of a customer. And this last point is
the biggest thing that I see holding
people back is they optimize their whole
business and their whole website based
on front-end conversions. They have a
certain number in their mind of what the
rorowaz needs to be. And if it's not at
that number, they start to turn their
ads off or they start to scale down
their ad spend. And it's because they're
trying to be profitable on the front
end. All of these big businesses, they
are not in the order business. They are
in the reorder business. They have a
very good understanding of what the
payback period is. What you want to be
thinking about is what is my repeat
purchase rate? How quickly do they
repeat buy? And then what is the gross
profit margin the second time that they
order from me? Once you really start to
get firm on what your numbers look like
at day 1, at day 30, at day 60, at 180
days, it changes what you're willing and
able to spend in order to acquire one.
And you might be spending 10 grand a
month on ads because that's the limit of
what you can spend. But what happens if
it only needs to be one/ird of that?
Could you spend a h 100red grand a
month? Could your business be infinitely
bigger than what it is right now? So, I
urge you to do that exercise because it
is a very enlightening one and it's what
takes a business from doing a million
dollars to 10 million and beyond. That's
exactly what these guys do. Because if
you type in Andrew Huberman supplements,
they are running a Google ad leveraging
Andrew Huberman's brand name and sending
that to a
customdesigned landing page that is
specifically for Andrew Hubman
listeners. What's a substack that Andrew
Hubman takes? You Google it, you find
it, and here, boom, boom. Recommended by
Dr. Andrew Huberman. Again, they're not
just saying, "Buy my shit," like
everybody else does. If you've been
following my channel for any length of
time, you know that's not how it works.
So, what have they got as the CTA?
Unlock offer. That's exactly what we
want to do. And the lesson with this is
is so many businesses are completely
relying off meta ads, Facebook and
Instagram, or maybe they're relying off
SEO. They're relying on one single
channel and that is like building a
table with one leg. It is not very
secure. Focus on back-end funnels and
LTV optimization, not just front-end
conversion rates and thinking how do I
make this page better? How do I discount
harder on the front end? No. Think about
what is the upsell flow? What's the user
journey look like when someone buys the
product that really maximizes that on
the back end? That's the bottom of the
iceberg that nobody sees, but that's the
thing that allows you to spend more
money than anybody else in acquiring
that customer in the first place. And
then retarget relentlessly. These guys
don't rely on all their podcast and all
their influencers do all the heavy
lifting. They're running 400 plus ads
retargeting the living [ __ ] out of
people in every corner of the internet
on every single platform using every
single type of ad creative to get those
people. They don't rely on just pushing
people to the front end and letting them
all leak out the back end. They need to
be constantly reminded and refreshed of
coming back and pushing these people to
specific offers and specific landing
pages. And you want to do the same
thing, too. Now, I have put all of these
resources from this $600 million
playbook in a document in the resources
below for you to download, swipe, and
deploy immediately. And if you enjoyed
this video, you're going to absolutely
love this one I put together on
influencer brands. [Music]
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