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Exactly How 8Sleep Make $350m+ A Year Selling Mattress Covers
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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.
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