Brian Kurtz 21:17
On the ROI numbers, Ryan, you were basically talking about the ROI within the launch or within that period of time. But you’re building a list of a million names. I mean, you’re not even taking into account the ROI on an ongoing basis. Or I guess you can if you want to keep track of that, right?
Ryan Levesque 21:35
This is super uber conservative. So let’s just say this, they spent 26 cents per lead, I mean, they decided to go big, they saw the results of this, they spent 26 cents per lead, which rough math is about a quarter million dollars a little bit over $260,000. They spent $260,000 on traffic. And within that first month, within 30 days of running that campaign, they spent $260,000, in 10 days, within 30 days, they’ve made over a million dollars. So they’ve already Forexed their money in the first 30 days. Now they have to your point, a list of a million people. And if you talk to Luis, he’ll tell you that they’ve launched product after product after product.
By simply reaching out to that list of it’s well over a million people now, by the way, but that million person list and just doing a deep dive survey and saying, Hey, we know that XYZ is a problem that a lot of parents are struggling with what’s your biggest challenge, they take that information, launch the next product. So they just keep having hit after hit after hit. Because they built this list on the back of a quiz funnel. They know so much information about these people based on the questions that they’ve asked. And that ROI to your point is Uber conservative, because it doesn’t take into account any of the back end revenue that they generate on all the subsequent product launches and back end, high ticket offers that they make to this list of people as well.
Now, I said that there are three things I like. I’ve got two more quick reasons I want to share with you Reason number four incredibly valuable data. Now, you probably may have heard that there’s a bit of a battle that’s going on in big tech right now, right? Apple and Facebook are going head to head and it’s, you know, kind of one of these battles that it’s interesting to see how it’s gonna play out. But basically, what Apple has said, if you haven’t been following Facebook, we’re not going to allow you to pixelate your people on our platform, and let you track people’s behavior outside of the Facebook ecosystem into our new iOS 14 platform. And so what that means is, it’s increasingly important that you don’t rely on Facebook and other big tech algorithms to learn about your customers. So there’s this democratization of data that’s taking place.
And there’s this trend that I see playing out right before our eyes, and it’s what I call moving away from algorithmic personalization and moving toward interactive personalization. So algorithmic personalization is where the algorithm on the back end is personalizing what content you see, what ads you’re served based on what the algorithm thinks you might like. And I just posted something funny on my Facebook post literally yesterday how I’ve been getting served ads on about this medieval neck torture device thing you can follow me on Facebook, you see what it is, and I have no freaking clue why I’m being served this ad like I don’t have neck pain. I’ve never clicked on anything but this ad just keeps getting served to me. Well clearly it’s some sort of bug or some issue in the algorithm because I’m not a I’m not an ideal client. I’m never gonna buy the thing but I just keep getting served it
Brian Kurtz 24:40
It must’ve been the S&M stuff you were doing, Ryan.
Ryan Levesque 24:42
We’re doing, right? Yeah, it was. It was it was it was it was the torture they saw me torturing you with the all the Jets clips from here. And they said we need to bear with you. If you signed me up for stuff to get me back for that. It’s probably what it is.
Brian Kurtz 24:56
I didn’t get that. I would have loved to have gotten that.
Ryan Levesque 24:58
Yeah. So interactive personalization is very different. So algorithmic personalization is where the robot overlords are deciding what you need to see based on spying on your camera listening in on your conversations through the microphone on your phone, and spying on your private search history in your, your browsing history piecing together, hey, we think you’re gonna want this interactive personalization is one where the user actually volunteers information, they’re actually telling you information voluntarily, so that they can have a better experience. So they are actually actively or interactively involved in the personalization process. Well, if we go to our reason number fourth, you’re incredibly valuable data.
Quiz data is an incredibly valuable asset, to the reason why big tech companies, if you’ve been following the stock market, there’s just been this bifurcation of the economy where big tech companies are winning in a huge way, small businesses are losing in a huge way. And the reason for that all comes down to the fact that big data, Amazon, Apple, Facebook, Microsoft, all the big data companies have an incredible amount of data on all of us, data is the single most valuable asset. Now, when you take control of that data, instead of relying on the algorithms, you use something like a quiz funnel, to ask a series of questions. To understand a person’s situation, you now have a list of people that’s not just names and email addresses.
Its names, email addresses, and 15 or 20 data points about that group of people, well, when you have that, it can increase the value of your business by 100x or more. I’ll give you an example of this. This is a company in one of the oldest stodginess industries in the world. Life Insurance has been around for over 500 years, this industry, it’s one of the least innovative industries in the world. But this company, out of nowhere, decided to build a quiz. They built a quiz funnel, they created a quiz based life insurance company and out of nowhere, had a valuation of over $450 million from a startup position. Why? Because they use a quiz funnel to build this incredibly valuable database of people using this quiz. I mentioned that golf example just a moment ago, a quiz funnel that we built a few years ago.
Well, we, we amassed an audience of over 10 million golfers, and one day got a phone call from a little company called NBC and NBC said, Hey, we’re looking to get into the online space in the golf world with a partnership with the Golf Channel, and made an irresistible offer to buy the company. Because they said instead of starting from scratch, we’d love to start with this audience of 10 million golfers. And it was a high eight figure acquisition that did the same thing. Again, in the business funding space, we had a quiz funnel that we built called loan builder, and loan builder.
In partnership with a company called swift financial, we got a phone call one day from a tiny little company you may have heard of called PayPal, and paypal made an offer to buy the business for $183 million, because we built this quiz funnel that had amassed this audience of over 10,000 small business owners, and not just names and emails, but all these data points around it. So if you ever have any aspirations someday now or in the future, to possibly sell your company, this is a value add, multiplier. And last but not least, this is a strategy that doesn’t just serve you, you win. But more importantly, your customer wins. Because this helps you not only better sell but better serve as well.
And this is a woman by the name of Dana Abraham, who built a quiz funnel like the ones that we’re gonna go through here in just a minute, you can see you know the results, she launched her quiz funnel, she got 10,748 leads in less than 14 days. That led to making over a million dollars in her business in less than 12 months. But most importantly, is the impact and the transformation that she’s providing for people on the back of this because instead of marketing in a one size fits all way trying to jam her offer down people’s throats, she’s using a much more consultative way of selling. She’s asking questions that allow her to better sell, but also better serve and you can see the feedback here from her audience. People have literally told her you’ve changed my life. Now, I’m going to go through the steps to set this up for you and your business. But I want to start by getting you excited about why this strategy is so powerful.
Outro 29:29
Thanks for listening to the timeless marketing podcast with Brian Kurtz. Visit briankurtz.net, and click podcast at the top of the page for a full transcript and show notes. If you’re interested in working with Brian personally inside of Titans Xcelerator, go to Briankurtz.net/help to see how Titans can help you grow and scale your business. That’s B-R-I-A-N Kurtz [dot] net [slash] help.