In this episode Christo speaks with Ezra Firestone about all things marketing including how to receive more positive reviews, behavioral marketing, increasing conversions and much more.
00:17 Why Ezra ate 30 bananas per day for a month
01:22 Terrible advice you will receive
01:51 The 5 step post purchase automation sequence
03:05 How to targeting based on people’s behaviors.
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Transcription:
Christo: Hey there guys, welcome back to Basic Bananas TV. I’m here with a special guest. This guy, Ezra Firestone-
Ezra: The Basic Banana himself.
Christo: This is it. He’s a bit of a Banana. He’s a little bit bananas and nuts everything.
Ezra: I once ate 30 bananas a day for a month.
Christo: Did you?
Ezra: I had lost my mind. I was a raw foodist. I was following this 30 bananas. Let’s not even go there.
Christo: I never knew you fit so well with us.
Ezra: Yeah, that’s what I’m saying, man. I’ve been here, man.
Christo: This is my dream come true.
Ezra: Destroyed my liver.
Christo: Did it?
Ezra: It was bad.
Christo: I can imagine. I get every banana gift you could imagine under the sun. I’m open to more banana gifts. Thank you guys. We appreciate them all. Here we are. We’re in sunny Santa Barbara.
Ezra: I’ve labeled him California Christo Hall.
Christo: Of course, new name, new branding. Personal brand. We’re just at the event. Ezra has just presented. I presented as well. He’s pretty much just kicked arse with the crowd so I was like, “Well, if I can pick someone out of this event to drag out the back and share a tip with you guys, this is the man.”
Ezra: Thank you.
Christo: I’ve arm wrestled. I’ve got him in a headlock. I’ve dragged him out.
Ezra: It’s really intense over here. What I would say, a couple of things. Number 1, you’re going to get advice to hustle, to grind, to work, to sacrifice. That’s terrible advice. You don’t want to do that. You want to take it easy. We’re looking for slow and steady growth. You want to build your business and life in such a way that you can show up every day and be enthusiastic. If you work too hard, you’re going to burn yourself out.
The second thing we have to remember is traffic and conversion are important, getting visibility, getting them to say yes to your offer. The more important thing is to deliver on what you’ve promised and then reengage them with content and make an additional offer that is relevant to the offer they made initially. We use a post purchase automation sequence that has 5 steps to it. The first step is, “Thank you so much, here’s what to expect,” with a video. They get a little face time, a little intimacy. Let’s face the camera.
Christo: Nice. If someone has just bought something, now you’re getting an email with a video.
Ezra: Immediately.
Christo: Beautiful.
Ezra: Then we send them the next day a pre-arrival email designed to build excitement, give them social proof, talk to them about the benefits of ownership of the product. It reduces refund rates and increases reviews. The next thing we send is a selfie request, “Take a selfie with our product.” People love to take selfies, and we use those selfies on our landing page. We get a higher conversion rate. Then we send a survey, “Tell us what you really think. Type it in.” Not one of these pick choices. For our best customers, tell us what they want, what we’re missing, what they think we can do better.
Christo: Nice.
Ezra: Then we send an incentivized video review, saying, “Hey, we’ll give you 10 bucks if you give us a video review. Here’s what we want you to do, show our product-
Christo: You give them 10 bucks [crosstalk 00:02:36]
Ezra: We’ll give them a $10 gift card if they send us a video review of the product. We tell them exactly what to do, exactly what we want in the video. “Pull out your iPhone, take it, send it to us.”
Christo: It’s a pretty cheap production of an ad, isn’t it?
Ezra: It’s amazing.
Christo: To pay the 10 bucks, it’s pretty good.
Ezra: It’s the best. Then more importantly … That’s our standard. Then we go into a dynamic sequence based on the product they bought. If they bought X, they get those 5 emails and then they get Y piece of content that relates to the product they haven’t yet bought. We’re doing behavioral marketing.
Christo: It’s going to reduce remorse. It’s going to create raving fans. They’re going to want to share it with their friends.
Ezra: Absolutely. We’re able to cross sell things they hadn’t purchased based on what they bought up front. One little tip that we do because I think it’s important to market to people based on their behaviors. If they come and they watch half a video or they register for the webinar and don’t show up or they register for the webinar and only watch 20% of the replay, send them a PDF. Text an image document of what was in the video because some people prefer to read. You’ll end up with a much higher conversion rate because you’re catering to people in the media format that they prefer. The Basic Banana. California Christo Hall, you should do the ad … I’m so used to doing the ad voice.
Christo: No, I liked it. He’s on a role. Can you do the outro for us in one time, and then I’ll see how you go. I’ll score you on this.
Ezra: Ezra ’30 bananas a day’ Firestone, California Christo Hall, behind the scenes in [Entreprenluza 00:03:50] Basic Bananas.
Christo: Very good. If you guys have loved it, as you have, share below. Any other tips that you guys like and love too as well to increase conversions or sales, things that you’re doing, share them below. Share this with a friend. Thank you so much. Bloody awesome. Cool.
Ezra: Bloody.
Christo: Bloody.