0:05 Woo! This green powder cost 33 cents to
0:08 make, but is sold for more than $100.
0:10 And this isn't some niche product from
0:12 the dark alleys of the internet. These
0:15 guys did over $600 million in sales last
0:17 year. And all the biggest influencers on
0:19 the planet are pushing this stuff like
0:21 their lives depend on it. There's a lot
0:23 of controversy behind this stuff, but
0:25 there is one thing that you can't deny,
0:27 and that it's that these guys are
0:29 masters at marketing. And today I'm
0:30 going to show you how you can steal
0:33 their entire playbook to force people to
0:36 happily buy anything for 10 times the
0:38 cost. But before we get into all the
0:39 marketing source, I've actually never
0:41 tried this stuff. So, let's give this
0:43 thing a whirl. And just as you'd expect,
0:45 it's green powder. Smells like pineapple
0:48 and fresh long
0:50 clippings. It's not too bad. It's got a
0:51 little bit of a sweet aftertaste. The
0:53 reality of it is it doesn't even matter
0:55 how this product tastes because these
0:58 guys have strategically tapped into a
1:00 psychological trigger which makes their
1:02 product irresistible, which I'll get to
1:03 in a moment. But that's not what's going
1:05 to serve you. We need to dial back and
1:06 we need to have a look at where this
1:08 brand got their origins. And what you
1:11 can see is I've gone into Wayback
1:13 Machine, which gives me all of the
1:16 website's history since back in 2009.
1:20 and it is very scrappy dropshipping
1:22 super direct response. So look at the
1:23 differences between these two websites.
1:25 You've got the first mentions that they
1:27 got from Tim Ferrris in the 4-hour body.
1:29 Very very hard-hitting direct response.
1:32 Limited offer act now is even bigger
1:34 than the actual headline on there. It's
1:37 just entirely different to how you see
1:38 them operate now. You're not leveraging
1:40 brand. You're not leveraging a lot of
1:42 these other things. You're just
1:44 scrutinizing how to get the highest
1:46 conversion rate possible from cold
1:48 traffic and a brand new audience and
1:51 then make them a hardhitting offer. And
1:53 in just a second, I'm going to break
1:56 down step by step their $600 million
1:58 funnel and show you exactly how you can
2:00 steal these strategies and apply them in
2:01 your own business. But it's important to
2:04 first really understand where this brand
2:05 got their roots and how they got
2:07 started. So what these guys did is they
2:10 targeted the early adopter market, the
2:11 trainers, the people that were kind of
2:14 like the first wave of biohackers if you
2:17 will. Then they hired a fancy branding
2:21 agency in 2021 and went full send on the
2:23 brand marketing side of things and they
2:26 rebranded as AG1. The packaging is so
2:28 much more beautiful. It's simplified and
2:30 it's a brand. It's a real brand. It
2:32 doesn't feel like we're just moving from
2:34 Athletic Greens to AG1. Really signals
2:36 that as well. What most people do is
2:38 that they look at what people have done
2:40 on the summit. They don't look at what
2:41 they've done on the climb. It's very
2:44 easy to look at this brand and go, "Oh
2:46 my god, they got such a beautiful brand.
2:48 That's the reason why AG1 is so
2:50 successful. That's what I need to do. I
2:52 need to go out there, spend an enormous
2:53 amount of money and hire a branding
2:55 agency because that's obviously how they
2:56 were successful, right? The only way
2:58 that you can grow a business in the
3:00 beginning is by having a machine where
3:01 you can put a dollar in and you can get
3:04 two, three, four, or $5 out. The reality
3:05 of it is that you can't do that with
3:08 branding. Branding is a long-term game.
3:10 And what I see far too often is that
3:12 people think that they have a brand.
3:14 They don't have a brand. They have a
3:16 logo. Brand is a byproduct of
3:18 distribution. The only way to have a
3:20 brand is to have paying customers. So,
3:22 you need to focus on the fundamentals
3:24 and scrutinize what are the most
3:26 compelling offers that have the highest
3:27 conversion rate that have the best
3:29 amount of rorowaz that allows me to
3:31 survive another day. So, in the
3:32 beginning, you want to focus on direct
3:34 response, hard-hitting offers, really
3:36 compelling copy. You don't have a lot of
3:38 brand equity. And then is you want to
3:41 take a portion of your budget and you
3:43 want to be putting it on brand building
3:45 exercises. And I don't believe that you
3:47 should go all the way into brand. I
3:49 think that really successful businesses
3:51 that are doing $100 million plus in
3:53 revenue, they always use a combination
3:55 of direct response and also brand
3:57 building. In order to scale a business,
3:58 you're never going to get to that
4:00 position unless you really nail this one
4:02 thing. Because the thing that AG1 did
4:04 incredibly well was focus. They didn't
4:07 have a huge product inventory, all of
4:08 these different SKs that they were
4:11 managing. They had one offer, just a
4:13 powdered green. They understood their
4:16 audience and they understood why people
4:18 were staying on this product. Whenever
4:19 they had money coming through, they knew
4:21 that it was as a result of that. That's
4:24 the seed of where it began. much much
4:26 further on down the track did they start
4:28 running paid ads on all of these
4:30 different platforms. And the other
4:32 advantage of just having one traffic
4:34 channel to begin with is you can refine
4:37 your message because audiences convert
4:39 based on different types of messaging
4:41 based on the platform. A Tik Tok user is
4:43 very different to an Instagram user, to
4:45 a Google ads or a Facebook ads. Again,
4:47 it's very easy to look at AG1 and think,
4:49 okay, they got Huberman on there, they
4:51 got Tim Ferrris. What you really want to
4:53 be doing is looking at the micro
4:55 influencers in your space. Who are the
4:57 people that you follow that are hyper
4:59 obsessed. They're the early adopters
5:01 that you want to work with. Not only are
5:02 they cheaper and more approachable to
5:04 get in contact with is because naturally
5:07 if it's organic content, it doesn't come
5:09 across as an ad. And when these guys got
5:11 started, that wasn't a viable strategy,
5:13 right? There wasn't Tik Tok. There
5:14 wasn't a lot of these platforms. You
5:16 want to leverage that, deploy it into
5:17 your paid ads engine, and scale it from
5:19 there. All righty. So, let's rip into
5:23 their $600 million per year marketing
5:25 playbook so you can steal it. It's
5:27 comprised of three different strategies.
5:30 And the first one is their affiliates.
5:32 You would have to be living under a rock
5:35 not to have heard of AG1 on all of your
5:37 favorite podcasts. What we can see is
5:41 that you can earn 30% per sale. That is
5:44 each single transaction that somebody
5:46 buys as a result of buying through your
5:49 referral link is you get that into
5:51 perpetuity, which is insane. If you had
5:54 31,000 people buy through an affiliate
5:56 link, that is over $500,000 per month.
5:59 In just 2 months, you could earn $1
6:01 million. So, let's take a look at some
6:02 examples. If we look at Joe Rogan,
6:05 right? Do you really think that a super
6:07 affiliate like Joe Rogan would be
6:09 getting the stock standard off-the-shelf
6:11 commission percentage? Hell no. Now, if
6:14 we look at the numbers, in 2019, Joe
6:17 Rogan's podcast had over 190 million
6:19 downloads per month.
6:21 Whenever he opens his mouth and is
6:23 asked, "What is the supplements that you
6:26 take?" The first thing that always comes
6:28 out of Joe's mouth, I take Athletic
6:31 Greens. Bingo, baby. And the smart thing
6:33 that these guys do, which we'll get to
6:35 in a moment, is how they then further
6:38 piggy back off those mega influencers
6:40 brands names and funnel all of that
6:42 through to their website, which we'll
6:44 unpack in just a moment. But one of the
6:45 things that is absolutely crucial for
6:48 this strategy to work is to pick a
6:51 product that is very visual and it
6:54 disrupts the scroll on the feed. Take a
6:57 look at High Smile, right? Their V40
7:00 serum. It is a bright purple teeth
7:03 whitening serum and these guys fully
7:05 send that. Do you think that that is not
7:07 by design? Of course it is. Now, if it
7:09 doesn't pass that test, everything that
7:11 you do is just going to have to work so
7:13 much harder to actually get cut through.
7:15 Heck, this is the reason why I designed
7:18 my book in a big bright red color like
7:20 this with sell like crazy written on the
7:23 front is I thought about how do I
7:24 visually put something together that
7:27 just stands out on the feed. So, it
7:28 wasn't by accident. All righty. Now,
7:30 it's time to go full-blown internet
7:33 marketer mode and funnel hack the [ __ ]
7:35 out of their $600 million per year
7:38 website. So, we arrive on their homepage
7:41 and straight up, they're just sprinkling
7:43 it with social proof. AG1 is a daily
7:45 health drink packed with nutrients to
7:47 help alleviate bloating, support
7:50 sustained energy, and whole body health.
7:53 And straight away, we got the homeboy
7:57 Andrew Humeman. probably the number one
7:59 health super affiliate in the world.
8:01 I've been using AG1 since 2012 because
8:03 it's the simplest, most straightforward
8:05 way for me to get my basis of important
8:07 vitamins, minerals, and probiotics.
8:09 You've got Allison Felix, Sir Lewis
8:12 Hamilton, Jeremy Jy, then you've got the
8:15 AG1 is a moreinone solutions. And of
8:17 course, it's bright green ticks all
8:19 around for AG1. One of the most
8:21 important things that I will mark is
8:23 that when you click on buy now,
8:25 immediately all the navigation
8:28 disappears. The only options that you
8:29 are presented with straight out of the
8:31 gate is the pouch which starts at 79
8:33 bucks a month. They don't only just
8:36 start us on one subscription. No.
8:38 Already pre-selected is the double
8:41 subscription for best value. It's
8:44 $149 per month. Notice the subtlety of
8:46 the copy, right? Compared to the single
8:48 subscription, which is 79 bucks a month,
8:50 I think most of the people that are
8:53 going to be looking at AG1 is going to
8:55 consider themselves to be a high
8:56 performer and they're going to be like,
8:59 "Oh, that's me." This is a perfect
9:01 strategy that you want to steal straight
9:04 away. I am price anchored at
9:08 $149 or on the high end $223. When I see
9:10 that and it's already pre-selected, it's
9:12 already added to my cart. When it comes
9:15 to making somebody make a decision, you
9:16 don't want the decision to be binary,
9:18 like should I buy this yes or no? It
9:21 should be how much of this should I buy?
9:23 Then they do have a once off, but you'll
9:25 notice it's at the very very bottom. And
9:28 unlike the other boxes, it's not white.
9:30 It doesn't pop out. It is in the same
9:32 color as the background. They really
9:33 don't want you to go down that option.
9:36 Beautifully, they visually represent the
9:37 changes once you choose which
9:39 subscription. Sold to the single. And
9:41 you'll notice that on the once off
9:43 purchase, they've even removed their
9:45 money back guarantee. All the usual
9:47 suspects here on their checkout page.
9:50 But an important point to make in the
9:52 cart, I'm offered the Omega 3 and the
9:55 AG3 Plus K2, but I don't recall seeing
9:57 that on their actual website. And just
10:01 as I suspected, you cannot find any of
10:03 those other products. And the reason
10:05 that they've done that is most people
10:06 send all of their traffic to their
10:09 website. And there is a, thous01
10:11 different options depending on how many
10:12 products that you stock. And that is
10:14 what we call decision overwhelm. And
10:16 because you're burdening the consumer
10:18 with all of these decisions, what do
10:20 they do? They don't make any decision at
10:22 all. And they check out and they bounce.
10:24 That's why the average e-commerce
10:26 website has a 1% conversion rate. This
10:28 is probably one of the most valuable
10:30 online supplement business that there is
10:33 because they have all of these people in
10:36 subscriptions. And the multiple that you
10:38 get on that is just sickening. And it's
10:40 all these subtle differences in their
10:42 funnel to most people's websites that
10:45 make all the difference. Big bold fonts
10:47 that is all benefit driven. They've got
10:48 all the information that you could
10:50 possibly want in order to make the
10:52 decision, but it's all laid out in a
10:55 very clean way. They answer all the
10:56 questions that you could want. And if
10:58 you want further research around this,
11:01 they've got long ass pages that just
11:03 show you all of this stuff. And this is
11:05 highly technical information, but it's
11:08 not over the top. Now, let's dive under
11:10 the hood and look at the tech stack.
11:11 First things first, we plug their
11:13 website into Similar Web. And we can see
11:16 that these guys are getting 2.3 million
11:19 uniques per month to their website. And
11:21 the interesting thing to note is that
11:24 31% almost 32% of all their traffic
11:27 comes from paid ads. So, we hop into
11:29 their ads library and I can see that
11:33 they have got 420 ad results running.
11:36 These are some good ads. Lots of UGC. So
11:38 much creative. Look at this thing. It
11:41 just goes on and on and on. And I can
11:44 see that a disproportionate amount of
11:47 their ads all mention the free welcome
11:50 kit. Now, look at this URL. This is what
11:53 I call the backdoor. Most people when
11:54 they look at a brand, they look at their
11:56 website and they go, "Oh my god, like
11:58 look how amazing this website is. It's
12:01 all branded and it's not making any
12:03 offers. It's not over the top. It's not
12:06 hypy. It's not direct response." Right?
12:07 Yes. That's what we call the front of
12:10 house. It's what you make look all nice
12:11 and proper. If we look at the
12:13 comparison, you'll notice how it's got
12:15 multivitamins, probiotics, and greens.
12:17 And all there is is tick boxes. You look
12:18 at the landing page that they're sending
12:20 traffic to and they've given you the
12:22 cost breakdown, how it's different from
12:25 a multivitamin to a pre or probiotic or
12:27 a green superfood and it's showing you
12:30 how much that all of those are versus
12:32 this one which is a total of $79. So,
12:35 it's very slight differences, but
12:36 they're very, very important cuz it's a
12:38 different type of buyer. They've got all
12:40 the benefit driven copy here on the
12:42 bullets. Focus, energy, gut health,
12:44 immune health, healthy aging, stress and
12:46 mood balance, nutrient replenishment.
12:47 Whenever you're seeing a brand that is
12:50 everywhere, do not just look at their
12:51 homepage and think that's where the
12:53 traffic is going. Lo and behold, they're
12:55 doing split testing and they're using
12:57 Hot Jar, which allows them to split test
12:59 different pricing, different copy,
13:00 different headlines. They're using
13:03 Clavio for their email and SMS
13:05 subscription. Shopify is the platform,
13:07 their e-commerce platform. No surprises
13:09 there. They are literally using every
13:11 single ad platform that exists online
13:13 because they have an offer that
13:16 converts. A high-erforming website isn't
13:18 one that just looks beautiful. This
13:20 thing needs to be able to convert. So,
13:22 what you want to think about with your
13:24 own website is how do I simplify this?
13:26 How do I take all of the products that
13:28 I'm trying to advertise? What are the
13:31 20% of products that account for 80% of
13:33 my revenue? And how can I make them the
13:35 hero of my website? What are the other
13:37 supplemental products that I can add?
13:38 And you put them together and you make
13:41 them a bundle and you incentivize them
13:43 for purchasing them. that increases your
13:45 AOV and ultimately your lifetime value
13:48 of a customer. And this last point is
13:49 the biggest thing that I see holding
13:52 people back is they optimize their whole
13:54 business and their whole website based
13:56 on front-end conversions. They have a
13:58 certain number in their mind of what the
14:01 rorowaz needs to be. And if it's not at
14:02 that number, they start to turn their
14:05 ads off or they start to scale down
14:06 their ad spend. And it's because they're
14:08 trying to be profitable on the front
14:11 end. All of these big businesses, they
14:13 are not in the order business. They are
14:15 in the reorder business. They have a
14:17 very good understanding of what the
14:19 payback period is. What you want to be
14:21 thinking about is what is my repeat
14:23 purchase rate? How quickly do they
14:26 repeat buy? And then what is the gross
14:28 profit margin the second time that they
14:30 order from me? Once you really start to
14:32 get firm on what your numbers look like
14:36 at day 1, at day 30, at day 60, at 180
14:38 days, it changes what you're willing and
14:41 able to spend in order to acquire one.
14:43 And you might be spending 10 grand a
14:45 month on ads because that's the limit of
14:47 what you can spend. But what happens if
14:49 it only needs to be one/ird of that?
14:50 Could you spend a h 100red grand a
14:52 month? Could your business be infinitely
14:54 bigger than what it is right now? So, I
14:56 urge you to do that exercise because it
14:58 is a very enlightening one and it's what
14:59 takes a business from doing a million
15:01 dollars to 10 million and beyond. That's
15:03 exactly what these guys do. Because if
15:07 you type in Andrew Huberman supplements,
15:09 they are running a Google ad leveraging
15:11 Andrew Huberman's brand name and sending
15:13 that to a
15:16 customdesigned landing page that is
15:18 specifically for Andrew Hubman
15:20 listeners. What's a substack that Andrew
15:22 Hubman takes? You Google it, you find
15:24 it, and here, boom, boom. Recommended by
15:26 Dr. Andrew Huberman. Again, they're not
15:29 just saying, "Buy my shit," like
15:31 everybody else does. If you've been
15:32 following my channel for any length of
15:34 time, you know that's not how it works.
15:36 So, what have they got as the CTA?
15:39 Unlock offer. That's exactly what we
15:41 want to do. And the lesson with this is
15:43 is so many businesses are completely
15:46 relying off meta ads, Facebook and
15:47 Instagram, or maybe they're relying off
15:50 SEO. They're relying on one single
15:52 channel and that is like building a
15:55 table with one leg. It is not very
15:57 secure. Focus on back-end funnels and
16:00 LTV optimization, not just front-end
16:02 conversion rates and thinking how do I
16:04 make this page better? How do I discount
16:07 harder on the front end? No. Think about
16:09 what is the upsell flow? What's the user
16:11 journey look like when someone buys the
16:13 product that really maximizes that on
16:15 the back end? That's the bottom of the
16:17 iceberg that nobody sees, but that's the
16:19 thing that allows you to spend more
16:21 money than anybody else in acquiring
16:23 that customer in the first place. And
16:26 then retarget relentlessly. These guys
16:28 don't rely on all their podcast and all
16:30 their influencers do all the heavy
16:32 lifting. They're running 400 plus ads
16:34 retargeting the living [ __ ] out of
16:36 people in every corner of the internet
16:39 on every single platform using every
16:41 single type of ad creative to get those
16:43 people. They don't rely on just pushing
16:45 people to the front end and letting them
16:47 all leak out the back end. They need to
16:49 be constantly reminded and refreshed of
16:52 coming back and pushing these people to
16:54 specific offers and specific landing
16:56 pages. And you want to do the same
16:59 thing, too. Now, I have put all of these
17:00 resources from this $600 million
17:03 playbook in a document in the resources
17:05 below for you to download, swipe, and
17:07 deploy immediately. And if you enjoyed
17:09 this video, you're going to absolutely
17:10 love this one I put together on
17:12 influencer brands. [Music]
