March 4, 2024 • 18 mins
Unlock the secret to irresistible subscription box offers as we welcome back Liam Brennan, co-founder of BusterBox. If you've ever been puzzled about why some subscription boxes seem to magnetize sign-ups while yours may fall flat, this episode is for you! Discover how to craft offers that convert. 📦
Liam is opening his Subscription Box Experts Academy on March 12th, 2024. This is the perfect next step if you are looking for more advanced training & its a great complimentary course to Subscription Box Bootcamp.
✅ Liam's Subscription Box Experts: https://subscriptionbox.krtra.com/t/aWq6N25t4ha4
If you use our link, we'll send you the Subscription Box Bootcamp workbook for free to make sure you have your foundations covered. ($199 value) It's over 250 full-color pages filled with training, templates and inspiration for your sub box journey!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
So you want to launch a subscription box and don't
know where to start?
Girl, you are in the rightplace.
I'm Julie Ball and I'm ReneeGonzalez, your host here at
Subscription Box Basics, apodcast for new and aspiring
subscription box entrepreneurswanting to avoid overwhelm.
So grab a coffee, some pen andpaper and let's have some fun.
(00:21):
Hey everybody, and welcome backto Subscription Box Basics.
I have a very special guestreturning to the show with me
today.
I have my friend and colleague,liam Brennan, back on the show.
Hey, liam, welcome.
Speaker 2 (00:35):
How's it going?
Thanks very much for having meback.
I'm really excited to be hereagain.
Speaker 1 (00:40):
Absolutely, guys, if you haven't met Liam before, he
is an expert in this industry.
He is one of the co-founders ofthe BusterBox, and I'm going to
let you go ahead and do like alittle introduction tell a
little bit more about yourbackground.
Speaker 2 (00:53):
Yeah, no problem.
So I'm one of the co-foundersof BusterBoxcom.
We are a dog subscription boxcompany based in Ireland and the
UK.
We set up the company back in2015.
So we've been around for awhile now and, to be honest with
you, we're very similar toBarkBox in the US very similar
(01:15):
concept.
I also run the Subscription BoxExperts Academy, which is a
training program which helpspeople scale their business.
So a lot of the time, peoplewill go through Julie's
Subscription Box Bootcamp andthen they'll actually move into
my course after.
So they complement each othervery well.
Speaker 1 (01:35):
Yeah, they graduate from my beginner training to
your training, and we'll talk alittle bit more about that,
because I know you're openingthat up again soon, but today
we're going to talk about offers.
This isn't something that I'vetalked about on the podcast
before, and guys, when you'rethinking about this, know that
Liam is several steps ahead ofall of us in this and he has the
(01:58):
amazing opportunity to testthings.
He does a lot of testing withFacebook ads, with offers, with
conversion optimization, thingslike that, and so he's a great
person to learn from and tolearn from his mistakes as well,
liam, I'm not sure I'm going tospend because we have made so
many different mistakes over theyears.
(02:21):
I could spend the whole daytalking about them.
Yeah, how about we all?
Okay, so let's focus on offers.
Explain to the audience what anoffer actually is when it comes
to your subscription boxbusiness.
Speaker 2 (02:35):
So we scaled up BusterBox by following one thing
and one thing only directresponse error.
You basically want to put an adout and you want somebody
signed up.
That's the only measure ofsuccess.
If you put something out,somebody has to sign up.
We're not looking for videoviews page likes, any of that
(02:56):
sales.
That's it Now.
One of the main rules of directresponse will be there always
be an offer.
So I'll give you an example.
We're a dog subscription box.
If you sign up to us, you mayget a free dog bed, you may get
a free dog camera, you may get arobotic hover that your dog can
trade around.
(03:16):
There's always something pairedwith the subscription to get
people to take out the creditcard and sign up.
Speaker 1 (03:24):
Okay.
So I love that, because we'reno longer in this e-commerce
world where you build it andthey'll come.
It's not like, hey, everybodyhere's my subscription and then
everybody signs up.
What's in it for them?
It's almost like you have todangle that carrot in front of
them and be like come in, wehave this special offer for you
and you get your subscription.
(03:44):
I think that's one of the mainreasons why they're important is
because you have to get.
You have to call them to action, but actually make them take
that action, not just saysubscribe, but give them
something extra.
Do you have any other thoughtson why the offer is so important
and why it makes such adifference?
Speaker 2 (04:05):
Yeah, definitely so.
If you come up with a goodoffer, you will cut through the
noise on social media.
You'll get higher click throughrates on your ads because the
offer is simply better and yourcustomer acquisition cost will
actually be cheaper.
So say, if we went out and wejust ran Facebook ads with no
(04:29):
offer we're just a dogsubscription box we could be
paying over a hundred euro toget one person signed up and the
finances behind that simplywouldn't work.
It just wouldn't work.
This is the same for a lot ofboxes too.
But if you pair it with anoffer sign up and you'll get
whatever this free camera, thisfree bed, whatever we're running
(04:50):
the cake usually dropssignificantly and people go over
and they sign up, and that'snot only common to us.
If you look at all the bigboxes like FabFit, phone, apec,
look at their ads and everysingle one of them are really
offered and direct for responsebecause it works.
Speaker 1 (05:12):
Ooh, that's a great idea.
So if you have some spare time,you're listening, you're like
oh, what kind of offer would Ieven use for my box?
Go look at what the other boxesare doing.
Look at those big boxes.
What type of offers are theypresenting in their Facebook ads
or on their website in theiremail marketing?
And it might be different indifferent channels too.
(05:34):
So let's talk about Liam.
Maybe a couple of differentideas of examples of offers.
Now, I know you had just talkedabout gift with purchase.
So what other type of offers doyou see out there?
Speaker 2 (05:46):
So there's benefits and negatives to every single
offer you'll run and it took usa while to learn this.
We've run probably about 100different offers over the years.
So if you go with a free giftwith the box, the cost and
acquisition cost will usually bemore expensive, but you'll have
(06:07):
a regular charm.
If you go with another reallygood one is double your first
box.
So you just give them doublethe amount of stuff and great
way of clearing stock the costand acquisition cost will be
higher again, but the charm willeven be lower.
Now if you start moving towardsdiscounts, you usually have a
(06:31):
really cheap cost andacquisition cost.
So it's all about bounce andyou're out.
If you really want to take offand grow really quickly and I'm
definitely not going torecommend doing this it's free
box.
You give the first box free andthey pay shipping, but they
have to do six or 12 months.
So dangerous offer because youcan get hundreds and hundreds of
(06:52):
people signed up really quickly.
But you really have to go intoit with the correct expectations
that your children will behigher and then you have to map
out like your cohorts andbasically see at what point it
becomes profitable.
It doesn't work for everyone.
Speaker 1 (07:06):
Yeah, that sounds risky.
Speaker 2 (07:08):
It is.
It's risky.
It's a risky offer.
I know some companies that havedone it exceptionally well and
they've built, like richie,multi-million pounds businesses
just with free box and they'rehighly profitable, and then
other companies it just doesn'twork for.
So it depends on your marketand, like those, so for you.
Speaker 1 (07:30):
I know you've tried out hundreds of different offers
.
Have you found any trends onlike how often do you need to
change up an offer?
Speaker 2 (07:39):
Yeah, great question.
So that will depend on yourmarket size and how much you're
spending on marketing.
And if you've a big enoughmarket like if you're in the US,
and you're in a big enoughniche if you find the winning
offer, you may be able to leavethat room in for maybe even a
year.
Well, yeah, you can actuallyleave it for that amount of time
(08:00):
.
Now, if you scale up and you'respending more on marketing, the
ads will go stale and you mayhave to change it within a few
months.
What we found out?
To keep the email list fresh,you should have a few different
offers that you can rotate.
Otherwise it gets very boring.
You'll sign the same thing overand over again.
Speaker 1 (08:18):
Yeah, and you probably see your Facebook ads
costs or your cost ofacquisition rising to let you
know that offer is getting staleand maybe you need to change it
up.
Speaker 2 (08:29):
Yeah, definitely.
Speaker 1 (08:30):
Okay.
So I'm just going to dive deepinto your brain here.
Like, how do you and your teamdecide what?
Let's just stick with gift withpurchase.
How do you guys decide on theitems?
Because I know that's going tobe one of the challenges our
listeners have is like I don'tknow what the heck to give for
the gift with purchase.
So do you ask your, do yousurvey?
Do you just look to the marketand look to the industry and see
(08:53):
what's popular?
How do you guys do it?
Speaker 2 (08:56):
Great question.
So we survey our customers 100%, find out what else they're
buying.
We look at Google Trends aswell, what people are actually
searching for.
We also look at Amazon newproducts and we look at how many
of them have actually been soldand what the reviews are, and
we always see can we pair itwith a dog box?
(09:19):
So I'll give you an example atthe minute, we have some fitness
watches coming in.
Now it's not like an AppleWatch or anything more Somewhere
in love.
We have them coming in.
So we'll position this oh,bring your dog for a walk and
you have your fitness watch andyou can basically check your
blood pressure and things likethat and count them in these
(09:39):
steps you're doing so.
Will it work?
Who knows?
We literally we tried so manydifferent offers.
Things you think are at homewrong comes out and it
completely flops.
Speaker 1 (09:51):
Can you think of maybe one or two offers that
really went gangbusters?
Speaker 2 (09:56):
So the free dog camera worked.
It really went.
I'm actually fully sorry aboutthat and we positioned that
where people were going back towork after the pandemic and
they're feeling guilty aboutleaving their dog at home.
So you can go to work, you cankeep in touch, with the app
flying out, literally flying out.
(10:18):
So many people were signing upand it was quite expensive
actually source that camera.
I bought.
It worked out in the endbecause we kept them signed up
for so long.
But somebody came to me and hewas like I need an offer and he
was sending out a baby box.
It was like I need an offer,I'm struggling to get something
(10:40):
working.
I was like, look, go with thistype of camera because you can
just position it that it's ababy monitor and see what
happens.
So he came back to me, got likea few hundred of them.
He came back to me and was like, yeah, it's working, they're
flying out, nice, so you neverknow.
Speaker 1 (10:58):
Nice.
Now, when I ran my SparkleHustle grow box, we did try some
offers with percentages off.
I felt like the higher thepercentage that I went, the
riskier it was to me.
But it didn't stand out.
It didn't stand out from theclutter and the marketing that
we're getting elsewhere.
But when I did a gift withpurchase and if it was something
(11:19):
that wasn't available in thebox ever like, it wasn't just
leftover inventory, it wassomething a little higher value
or it was something bigger thatwouldn't fit in the box normally
, because our box was very small, was about six by nine by three
.
When we did things that werebigger, higher value, that
(11:41):
definitely helped.
We would also put a quantitylimit on it.
Just that worked for us.
That might not work across theboard, but we said we have a
hundred of these, so whilesupplies last, it was that type
of message.
So then when the hundred ranout, then we'd try a new offer.
That's just a little bit of myexperience with it.
(12:02):
What are some?
Do you have any pro tips tohelp people out as they're
considering doing an offer?
Speaker 2 (12:11):
Yeah, so you made a very good point there about not
using leftover inventory, andthat's really true If you're
like, just come down and we'vefallen into this too.
If you go downstairs to yourwarehouse and you're like, oh,
we'll just get rid of this stuffthat's been sitting here for
two years, we'll do an offerwith it, and it usually won't
work.
It needs something that theyactually want.
Speaker 1 (12:32):
Yeah, that's great for an upsell.
If you're buying, do you alsowant this?
That's a great way to getleftover inventory out the door.
You only have that one chanceto do that first impression.
So what's that brand new shinyoffer going to be?
Speaker 2 (12:47):
Offer has to be so good that when your target
market sees it, they'reliterally ready to play with
their credit cards and respondon the spot.
What I'm seeing working for alot of people at the minute is
double box, especially with theinventory.
So if you are looking to getrid of inventory double box,
what's really important to isoffer presentation.
(13:08):
So if you don't present theoffer properly like I've had
some people come to me and theygo I can't get an offer to
convert and you look at theirwebsite and it just doesn't look
appealing.
You have to have it in theheader.
Usually you need to say howmuch the offer is worth.
Check out busterboxcom if youwant to see how to present an
(13:29):
offer and you'll see how we doit and it definitely works.
Speaker 1 (13:32):
Yeah, and I think it's important too that if you
say you're doing a Facebook ad,that the Facebook ad needs to
match what that header lookslike, so when somebody clicks on
it, they know immediately thatthey got to the right place
there's no question about it andthat it also reinforces what
that offer was.
Make it easy for them, then.
(13:53):
Share what the offer is.
Give them that call to actionright at the top of your website
.
Speaker 2 (13:59):
Yeah, definitely it has to match up, and when they
land on your website, like yousaid, they basically need to
know what the offer is andunderstand what's going on
within two seconds.
If it's really chosen and theycan't see the offer, it won't
help you.
Speaker 1 (14:14):
Yeah, okay.
So last question I have aboutoffers is are you sourcing your,
like your gift, with purchaseproducts with the same vendors,
or are you finding themsomewhere else?
Speaker 2 (14:28):
We're usually finding them somewhere else.
But what I'd say to you is, ifyou're going with a free gift,
be very careful.
Don't order like a crazy amount.
What you can actually do, ifyou, as a test, you can change
your header, come up with theoffer, send an email and if they
(14:48):
buy, you can actually send thegift from Amazon just to see if
actually.
Now it will be expensive, butyou can test to see if it works
and then just pull it down offthe website.
Go.
Okay, that worked.
Let's actually go and sourcethese.
It's a quick way of doing itbecause we in a few times we've
been stung.
Where we go out and we likeinvest.
(15:10):
We don't do it anymore.
The funny one would be FreddieKrueger costumes for dogs.
At Halloween.
We went out and we like what?
All of these outfits?
Now this is going to, this isgoing to completely blow up.
We're going out on TikTok.
I'm going to do all the.
I'm going to take TikTok adsnot flop, complete flop, and
they're sitting in the warehousefor a whole year, these Freddie
(15:31):
Krueger dog costumes.
So yeah be careful when you'reordering stuff for a free gift.
Speaker 1 (15:38):
Yeah, so you can just dip your toe in the water
before you go all in on apurchase order of a hundred or a
thousand or wherever you're atwith your business.
So that's such good advice.
I love talking about this stuffand I know this is the higher
level type advice that you givein your course.
So why don't you tell everybodya little bit about your course
(16:00):
and when it's opening?
Speaker 2 (16:01):
Yeah, thanks very much.
So the subscription box expertsAcademy is a full self-paste
video course where you basicallylearn what we've done in both
the box to sell over $11 millionworth of boxes and acquire a
lot of customers in the process.
So we keep this course fully upto date and what all?
(16:24):
The latest stuff.
Over the last year, we actuallyadded 40 new videos to the
course with all the stuff.
That's just working right nowbecause Facebook ads basically
change all the time.
So it's helped a lot of peopleover the last few years and so
many different issues scale up.
And if you're interested, we'reopening on March 12th and
(16:45):
definitely use Julie's affiliatelink because she'll have a
special bonus, I believe.
Speaker 1 (16:51):
I sure will Yup.
Speaker 2 (16:52):
And it supports the shell too, so definitely do that
.
Speaker 1 (16:56):
Yeah, I'll be announcing that bonus real soon,
but before we wrap up, liam,what are some of the topics that
they can expect in your course?
Speaker 2 (17:04):
Yeah, so they're learning about conversion rate
optimization.
They're learning about how torun Facebook ads properly, how
to actually scale up.
They will learn follow-upmarketing, like email marketing.
They learn subscription boxmetrics, all the metrics like
churn, payback periods, all theadvanced stuff that you
(17:25):
basically need to know to scale.
Speaker 1 (17:28):
Love it Okay.
So, guys, if you're listeningand I know a lot of you have
asked me do I have the nextlevel training?
And this is it.
This is where you go after youhave outgrown the training that
Renee and I provide.
We highly recommend Liam'scourse.
I'll be sharing all of thedetails about it as they come
(17:49):
out, along with the affiliatelink, so you can sign up with
our link and get the specialbonus that will be announcing
soon.
So, liam, thank you so much forcoming on again and for sharing
your experience with offers.
I think that this is somethingthat everybody should be doing
and it can make a huge impact inyour subscription box business.
(18:11):
Thanks again, liam.
Speaker 2 (18:12):
Thanks very much for having me.
I appreciate it.
Have a good day.
Speaker 1 (18:16):
All right, thanks everyone for listening today and
we'll see you in the nextepisode.
Bye, verexc스를, snowflake.
So you want to launch a subscription box and don't
know where to start?
Girl, you are in the rightplace.
I'm Julie Ball and I'm ReneeGonzalez, your host here at
Subscription Box Basics, apodcast for new and aspiring
subscription box entrepreneurswanting to avoid overwhelm.
So grab a coffee, some pen andpaper and let's have some fun.
(00:21):
Hey everybody, and welcome backto Subscription Box Basics.
I have a very special guestreturning to the show with me
today.
I have my friend and colleague,liam Brennan, back on the show.
Hey, liam, welcome.
Speaker 2 (00:35):
How's it going?
Thanks very much for having meback.
I'm really excited to be hereagain.
Speaker 1 (00:40):
Absolutely, guys, if you haven't met Liam before, he
is an expert in this industry.
He is one of the co-founders ofthe BusterBox, and I'm going to
let you go ahead and do like alittle introduction tell a
little bit more about yourbackground.
Speaker 2 (00:53):
Yeah, no problem.
So I'm one of the co-foundersof BusterBoxcom.
We are a dog subscription boxcompany based in Ireland and the
UK.
We set up the company back in2015.
So we've been around for awhile now and, to be honest with
you, we're very similar toBarkBox in the US very similar
(01:15):
concept.
I also run the Subscription BoxExperts Academy, which is a
training program which helpspeople scale their business.
So a lot of the time, peoplewill go through Julie's
Subscription Box Bootcamp andthen they'll actually move into
my course after.
So they complement each othervery well.
Speaker 1 (01:35):
Yeah, they graduate from my beginner training to
your training, and we'll talk alittle bit more about that,
because I know you're openingthat up again soon, but today
we're going to talk about offers.
This isn't something that I'vetalked about on the podcast
before, and guys, when you'rethinking about this, know that
Liam is several steps ahead ofall of us in this and he has the
(01:58):
amazing opportunity to testthings.
He does a lot of testing withFacebook ads, with offers, with
conversion optimization, thingslike that, and so he's a great
person to learn from and tolearn from his mistakes as well,
liam, I'm not sure I'm going tospend because we have made so
many different mistakes over theyears.
(02:21):
I could spend the whole daytalking about them.
Yeah, how about we all?
Okay, so let's focus on offers.
Explain to the audience what anoffer actually is when it comes
to your subscription boxbusiness.
Speaker 2 (02:35):
So we scaled up BusterBox by following one thing
and one thing only directresponse error.
You basically want to put an adout and you want somebody
signed up.
That's the only measure ofsuccess.
If you put something out,somebody has to sign up.
We're not looking for videoviews page likes, any of that
(02:56):
sales.
That's it Now.
One of the main rules of directresponse will be there always
be an offer.
So I'll give you an example.
We're a dog subscription box.
If you sign up to us, you mayget a free dog bed, you may get
a free dog camera, you may get arobotic hover that your dog can
trade around.
(03:16):
There's always something pairedwith the subscription to get
people to take out the creditcard and sign up.
Speaker 1 (03:24):
Okay.
So I love that, because we'reno longer in this e-commerce
world where you build it andthey'll come.
It's not like, hey, everybodyhere's my subscription and then
everybody signs up.
What's in it for them?
It's almost like you have todangle that carrot in front of
them and be like come in, wehave this special offer for you
and you get your subscription.
(03:44):
I think that's one of the mainreasons why they're important is
because you have to get.
You have to call them to action, but actually make them take
that action, not just saysubscribe, but give them
something extra.
Do you have any other thoughtson why the offer is so important
and why it makes such adifference?
Speaker 2 (04:05):
Yeah, definitely so.
If you come up with a goodoffer, you will cut through the
noise on social media.
You'll get higher click throughrates on your ads because the
offer is simply better and yourcustomer acquisition cost will
actually be cheaper.
So say, if we went out and wejust ran Facebook ads with no
(04:29):
offer we're just a dogsubscription box we could be
paying over a hundred euro toget one person signed up and the
finances behind that simplywouldn't work.
It just wouldn't work.
This is the same for a lot ofboxes too.
But if you pair it with anoffer sign up and you'll get
whatever this free camera, thisfree bed, whatever we're running
(04:50):
the cake usually dropssignificantly and people go over
and they sign up, and that'snot only common to us.
If you look at all the bigboxes like FabFit, phone, apec,
look at their ads and everysingle one of them are really
offered and direct for responsebecause it works.
Speaker 1 (05:12):
Ooh, that's a great idea.
So if you have some spare time,you're listening, you're like
oh, what kind of offer would Ieven use for my box?
Go look at what the other boxesare doing.
Look at those big boxes.
What type of offers are theypresenting in their Facebook ads
or on their website in theiremail marketing?
And it might be different indifferent channels too.
(05:34):
So let's talk about Liam.
Maybe a couple of differentideas of examples of offers.
Now, I know you had just talkedabout gift with purchase.
So what other type of offers doyou see out there?
Speaker 2 (05:46):
So there's benefits and negatives to every single
offer you'll run and it took usa while to learn this.
We've run probably about 100different offers over the years.
So if you go with a free giftwith the box, the cost and
acquisition cost will usually bemore expensive, but you'll have
(06:07):
a regular charm.
If you go with another reallygood one is double your first
box.
So you just give them doublethe amount of stuff and great
way of clearing stock the costand acquisition cost will be
higher again, but the charm willeven be lower.
Now if you start moving towardsdiscounts, you usually have a
(06:31):
really cheap cost andacquisition cost.
So it's all about bounce andyou're out.
If you really want to take offand grow really quickly and I'm
definitely not going torecommend doing this it's free
box.
You give the first box free andthey pay shipping, but they
have to do six or 12 months.
So dangerous offer because youcan get hundreds and hundreds of
(06:52):
people signed up really quickly.
But you really have to go intoit with the correct expectations
that your children will behigher and then you have to map
out like your cohorts andbasically see at what point it
becomes profitable.
It doesn't work for everyone.
Speaker 1 (07:06):
Yeah, that sounds risky.
Speaker 2 (07:08):
It is.
It's risky.
It's a risky offer.
I know some companies that havedone it exceptionally well and
they've built, like richie,multi-million pounds businesses
just with free box and they'rehighly profitable, and then
other companies it just doesn'twork for.
So it depends on your marketand, like those, so for you.
Speaker 1 (07:30):
I know you've tried out hundreds of different offers
.
Have you found any trends onlike how often do you need to
change up an offer?
Speaker 2 (07:39):
Yeah, great question.
So that will depend on yourmarket size and how much you're
spending on marketing.
And if you've a big enoughmarket like if you're in the US,
and you're in a big enoughniche if you find the winning
offer, you may be able to leavethat room in for maybe even a
year.
Well, yeah, you can actuallyleave it for that amount of time
(08:00):
.
Now, if you scale up and you'respending more on marketing, the
ads will go stale and you mayhave to change it within a few
months.
What we found out?
To keep the email list fresh,you should have a few different
offers that you can rotate.
Otherwise it gets very boring.
You'll sign the same thing overand over again.
Speaker 1 (08:18):
Yeah, and you probably see your Facebook ads
costs or your cost ofacquisition rising to let you
know that offer is getting staleand maybe you need to change it
up.
Speaker 2 (08:29):
Yeah, definitely.
Speaker 1 (08:30):
Okay.
So I'm just going to dive deepinto your brain here.
Like, how do you and your teamdecide what?
Let's just stick with gift withpurchase.
How do you guys decide on theitems?
Because I know that's going tobe one of the challenges our
listeners have is like I don'tknow what the heck to give for
the gift with purchase.
So do you ask your, do yousurvey?
Do you just look to the marketand look to the industry and see
(08:53):
what's popular?
How do you guys do it?
Speaker 2 (08:56):
Great question.
So we survey our customers 100%, find out what else they're
buying.
We look at Google Trends aswell, what people are actually
searching for.
We also look at Amazon newproducts and we look at how many
of them have actually been soldand what the reviews are, and
we always see can we pair itwith a dog box?
(09:19):
So I'll give you an example atthe minute, we have some fitness
watches coming in.
Now it's not like an AppleWatch or anything more Somewhere
in love.
We have them coming in.
So we'll position this oh,bring your dog for a walk and
you have your fitness watch andyou can basically check your
blood pressure and things likethat and count them in these
(09:39):
steps you're doing so.
Will it work?
Who knows?
We literally we tried so manydifferent offers.
Things you think are at homewrong comes out and it
completely flops.
Speaker 1 (09:51):
Can you think of maybe one or two offers that
really went gangbusters?
Speaker 2 (09:56):
So the free dog camera worked.
It really went.
I'm actually fully sorry aboutthat and we positioned that
where people were going back towork after the pandemic and
they're feeling guilty aboutleaving their dog at home.
So you can go to work, you cankeep in touch, with the app
flying out, literally flying out.
(10:18):
So many people were signing upand it was quite expensive
actually source that camera.
I bought.
It worked out in the endbecause we kept them signed up
for so long.
But somebody came to me and hewas like I need an offer and he
was sending out a baby box.
It was like I need an offer,I'm struggling to get something
(10:40):
working.
I was like, look, go with thistype of camera because you can
just position it that it's ababy monitor and see what
happens.
So he came back to me, got likea few hundred of them.
He came back to me and was like, yeah, it's working, they're
flying out, nice, so you neverknow.
Speaker 1 (10:58):
Nice.
Now, when I ran my SparkleHustle grow box, we did try some
offers with percentages off.
I felt like the higher thepercentage that I went, the
riskier it was to me.
But it didn't stand out.
It didn't stand out from theclutter and the marketing that
we're getting elsewhere.
But when I did a gift withpurchase and if it was something
(11:19):
that wasn't available in thebox ever like, it wasn't just
leftover inventory, it wassomething a little higher value
or it was something bigger thatwouldn't fit in the box normally
, because our box was very small, was about six by nine by three
.
When we did things that werebigger, higher value, that
(11:41):
definitely helped.
We would also put a quantitylimit on it.
Just that worked for us.
That might not work across theboard, but we said we have a
hundred of these, so whilesupplies last, it was that type
of message.
So then when the hundred ranout, then we'd try a new offer.
That's just a little bit of myexperience with it.
(12:02):
What are some?
Do you have any pro tips tohelp people out as they're
considering doing an offer?
Speaker 2 (12:11):
Yeah, so you made a very good point there about not
using leftover inventory, andthat's really true If you're
like, just come down and we'vefallen into this too.
If you go downstairs to yourwarehouse and you're like, oh,
we'll just get rid of this stuffthat's been sitting here for
two years, we'll do an offerwith it, and it usually won't
work.
It needs something that theyactually want.
Speaker 1 (12:32):
Yeah, that's great for an upsell.
If you're buying, do you alsowant this?
That's a great way to getleftover inventory out the door.
You only have that one chanceto do that first impression.
So what's that brand new shinyoffer going to be?
Speaker 2 (12:47):
Offer has to be so good that when your target
market sees it, they'reliterally ready to play with
their credit cards and respondon the spot.
What I'm seeing working for alot of people at the minute is
double box, especially with theinventory.
So if you are looking to getrid of inventory double box,
what's really important to isoffer presentation.
(13:08):
So if you don't present theoffer properly like I've had
some people come to me and theygo I can't get an offer to
convert and you look at theirwebsite and it just doesn't look
appealing.
You have to have it in theheader.
Usually you need to say howmuch the offer is worth.
Check out busterboxcom if youwant to see how to present an
(13:29):
offer and you'll see how we doit and it definitely works.
Speaker 1 (13:32):
Yeah, and I think it's important too that if you
say you're doing a Facebook ad,that the Facebook ad needs to
match what that header lookslike, so when somebody clicks on
it, they know immediately thatthey got to the right place
there's no question about it andthat it also reinforces what
that offer was.
Make it easy for them, then.
(13:53):
Share what the offer is.
Give them that call to actionright at the top of your website
.
Speaker 2 (13:59):
Yeah, definitely it has to match up, and when they
land on your website, like yousaid, they basically need to
know what the offer is andunderstand what's going on
within two seconds.
If it's really chosen and theycan't see the offer, it won't
help you.
Speaker 1 (14:14):
Yeah, okay.
So last question I have aboutoffers is are you sourcing your,
like your gift, with purchaseproducts with the same vendors,
or are you finding themsomewhere else?
Speaker 2 (14:28):
We're usually finding them somewhere else.
But what I'd say to you is, ifyou're going with a free gift,
be very careful.
Don't order like a crazy amount.
What you can actually do, ifyou, as a test, you can change
your header, come up with theoffer, send an email and if they
(14:48):
buy, you can actually send thegift from Amazon just to see if
actually.
Now it will be expensive, butyou can test to see if it works
and then just pull it down offthe website.
Go.
Okay, that worked.
Let's actually go and sourcethese.
It's a quick way of doing itbecause we in a few times we've
been stung.
Where we go out and we likeinvest.
(15:10):
We don't do it anymore.
The funny one would be FreddieKrueger costumes for dogs.
At Halloween.
We went out and we like what?
All of these outfits?
Now this is going to, this isgoing to completely blow up.
We're going out on TikTok.
I'm going to do all the.
I'm going to take TikTok adsnot flop, complete flop, and
they're sitting in the warehousefor a whole year, these Freddie
(15:31):
Krueger dog costumes.
So yeah be careful when you'reordering stuff for a free gift.
Speaker 1 (15:38):
Yeah, so you can just dip your toe in the water
before you go all in on apurchase order of a hundred or a
thousand or wherever you're atwith your business.
So that's such good advice.
I love talking about this stuffand I know this is the higher
level type advice that you givein your course.
So why don't you tell everybodya little bit about your course
(16:00):
and when it's opening?
Speaker 2 (16:01):
Yeah, thanks very much.
So the subscription box expertsAcademy is a full self-paste
video course where you basicallylearn what we've done in both
the box to sell over $11 millionworth of boxes and acquire a
lot of customers in the process.
So we keep this course fully upto date and what all?
(16:24):
The latest stuff.
Over the last year, we actuallyadded 40 new videos to the
course with all the stuff.
That's just working right nowbecause Facebook ads basically
change all the time.
So it's helped a lot of peopleover the last few years and so
many different issues scale up.
And if you're interested, we'reopening on March 12th and
(16:45):
definitely use Julie's affiliatelink because she'll have a
special bonus, I believe.
Speaker 1 (16:51):
I sure will Yup.
Speaker 2 (16:52):
And it supports the shell too, so definitely do that
.
Speaker 1 (16:56):
Yeah, I'll be announcing that bonus real soon,
but before we wrap up, liam,what are some of the topics that
they can expect in your course?
Speaker 2 (17:04):
Yeah, so they're learning about conversion rate
optimization.
They're learning about how torun Facebook ads properly, how
to actually scale up.
They will learn follow-upmarketing, like email marketing.
They learn subscription boxmetrics, all the metrics like
churn, payback periods, all theadvanced stuff that you
(17:25):
basically need to know to scale.
Speaker 1 (17:28):
Love it Okay.
So, guys, if you're listeningand I know a lot of you have
asked me do I have the nextlevel training?
And this is it.
This is where you go after youhave outgrown the training that
Renee and I provide.
We highly recommend Liam'scourse.
I'll be sharing all of thedetails about it as they come
(17:49):
out, along with the affiliatelink, so you can sign up with
our link and get the specialbonus that will be announcing
soon.
So, liam, thank you so much forcoming on again and for sharing
your experience with offers.
I think that this is somethingthat everybody should be doing
and it can make a huge impact inyour subscription box business.
(18:11):
Thanks again, liam.
Speaker 2 (18:12):
Thanks very much for having me.
I appreciate it.
Have a good day.
Speaker 1 (18:16):
All right, thanks everyone for listening today and
we'll see you in the nextepisode.
Bye, verexc스를, snowflake.
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