YouTube Transcript:
Exactly How 8Sleep Make $350m+ A Year Selling Mattress Covers

There are not many videos that I do that
come with a warning, but if you continue
to watch this video, it could cost you
thousands of dollars. There is something
called an eight sleep. Now, I'm not here
to sell it to you. I'm here to tell you
about how genius the marketing is. And
in this video, we're going to look
through some very sneaky tactics they
use that we can admire and implement
into our own businesses. Very simply,
eight is a mattress cover. You put it on
your mattress. I don't know about you,
I'm very warm. My MS is very cold. We
argue about the air con. When the
arrival of my new son came, she said,
"If you keep the air con on the
temperature you like to sleep with, he
will freeze to death." So, we considered
the eight asleep. This means that
throughout the night as I'm asleep, the
mattress wicks away heat when I get too
hot and then warms me up when I get too
cold. It checks out my heart rate
variability, my breathing rate. It even
gives me a sleep score when I wake up.
Now, here's the crazy thing. This
mattress topper costs thousands of
dollars. So, you decide to head over to
the eightle website, and as soon as you
get on there, oh yeah, I'm in Australia.
What is that popup that's just occurred?
Limited time. A surprise is waiting for
you. What is your main sleep challenge?
I feel hot or cold. Right there and then
we have seen the landing page turn into
a squeeze page very quickly. Enter your
email to unlock your surprise. One of
the things that we like to do in YouTube
is try and create an itch that needs to
be scratched. Now, if this said join my
newsletter, we'd be gone. We'd be
running out of it. Enter your email to
unlock your surprise. My surprise? What
could that be? Now, what I want you all
to do is to actually sign up to eight
sleeps emails just so you can get a
taste of email marketing. Because I'm
always saying, "Hey, click the link in
the description, get my 30-day email
autoresponder." But I'm actually saying,
"Go look at this amazing company that's
got some of the best marketing in the
world and look how aggressive they try
and sell you." Some of you out there
think that an email a day is too
aggressive. However, if there's
something good to be sold and your sleep
is going to get better and your life is
going to improve, can you actually
market too hard to someone whose life
you want to improve? This again is a
perfectly created landing page. Nights
that fuel your best days. What an
amazing statement. Turn any bed into the
ultimate sleeping experience. Ever since
having an eight, and I've used one for
about a year and a half now, I can go
stay in the nicest hotels. Vegas, New
York, LA, doesn't matter. Do you know
what I suffer with? Hotness. Until an
eight is a staple in a five-star hotel.
It's one of them things that when you
discover it, it ruins your life. A bit
like when you're watching a movie and
you're thinking, "Where is the
microphone?" Then you realize the lips
are out of sync. a bit like when you
have a posh wank at home and use coconut
oil. So, every landing page should be a
perfect scrolling experience. As I'm
scrolling down, the ultimate sleep
solution. Every single word here is
thought up very carefully. I'm now being
shown what it does. And again, for any
of you that watched my content before, I
like to say that your landing page to
say what it is, what I get, why I need
it, how much it costs, how to buy with a
little sprinkle of why to trust you. So,
I do have the mattress that sits you up
in bed. Apart from my hernia surgery,
never needed it. Transform any bed with
the pod. Now, this is the amazing part.
try risk-f free for 30 nights. This is
where I was hit in a crossroads because
I was thinking I can't spend $35,000 on
a mattress cover. I was considering it,
thinking maybe I'll make it a YouTube
video. Maybe I'll write off the cost cuz
I'm doing a video about it. But then
when it goes try it risk-f free, I'm
always saying money back guarantee,
right? This is amazing for you. A lot of
people out there, a money back guarantee
might means that you do a little bit of
work for someone and then they turn out
to be a client. You send them their
money back. Eight is going to send you a
device that probably cost them hundreds
if not thousands of dollars. They have
to ship. And trust me, the case is about
80 kilograms of stuff they've shipped to
your house. They are that confident that
their mattress cover is going to blow
your mind and revolutionize your sleep
forever. They're going to send you a
small human body's worth of packages to
your house. And if you return it,
they're going to be stumped with a
product that potentially someone slept
on for a few weeks. So, I very much
doubt they're reselling it. Experience
the pot at home. If it's not the perfect
fit, return it for a refund. This is my
perfect marketing. If asleep was open to
investment, I'd invest in it. And
everywhere we go down the page, there's
opportunities to buy, to shop now. I
like the fact that we're going from
light mode to dark mode. For any of you
on your landing pages, I'm a big fan at
the moment of a dark screen with light
text. I find it easier to read. And
there's just frequent buttons that say
shop now. There are not many things in
my life that I simp over, but my eight
sleep is one of them. Anyone in your
life that you love, that's amazing to
you, you're not sure what to get them,
get them this. Just be ready for the
price. Pod 4 ultra $7,000. about 35,000
US which is crazy but think of it this
way one big trip away with your partner
to Dubai or go somewhere all-inclusive
you're probably spending similar money
on a big holiday so I'm saying don't go
on holiday instead get yourself an eight
and revolutionize sleep forever and I
know what you're going to think here
right there is a monthly recurring
membership to use your mattress in your
bed and I know that seems pretty
machavelian but it's amazing they don't
pay me to say this I am an eight sleep
convert but the message I'm trying to
drive home today is look to other
businesses in completely different needs
niches and look what's happening here.
We have marketing, content, social media
ambassadors, whatever. The second you
land on the website, first thing they go
for is your email address because they
know if you leave, you're probably not
coming back cuz they want to have
contact with you. The landing page is a
well-curated, thoughtout story about the
benefits, what it is, why you get. The
massive thing that they do here is why
to trust them. Those that get the
emails, you'll start to see an
aggressive email marketing campaign. And
also, those of you that actually buy
this and reortgage your house, have a
good night's sleep, you will credit me
with being the legend that put you onto
it. 6 months from now, you're going to
go, "James," I'm going, "Oh, you like
the content." You go, "No, mate. You
waffled too much. But thanks for the
mattress recommendation. You live good
forever. Sweet." Coming from my email
address again. Makes me bloody proud to
see eight. Well done. Fantastic
marketing. You got a customer for life.
And look at that. Selling thousands of
dollars of products with recurring
revenue and not once did they need to
get you on the phone to sell you it.
Wonderful. And if you think it was
refreshing for me to talk about someone
else's business and not myself for a
video, well, check out this one where
I'm talking about one of my mentors who
was so inspirational to me and my
business that I had to steal ideas from
him and I still steal from him to this
very day. Check out that or there'll be
links in the description. I got to go
Declan. I got to go. I'm going training.
I will see you later. Remember what I
said? Get that head done. Do you
want the teller one first or this one?
You finished the teller one first. Okay.
But the eight sleep one. I reckon we can
leverage people that have heard of eight
but never heard of us. Then we can get
their money. So bring them in. Oh,
eight. I've been thinking about that.
Really? We get them. They'll check out
the links in the bio. Cashish, Declan.
Cashish, not for you. I'll get a lot,
but you can maybe get a little bit of
it. Wherever I mate, you can have a tiny
bit. All right. See you in a bit. See
you, mate.