Wenn Newsletter-Abonnenten zu teuer werden

0:00I have a newsletter with 110,000 subscribers in health and fitness niche. Okay. >> We do about 40,000 monthly revenueing just from ads. >> And um I would kind of like to be around >> is it 40 or 140? >> 40,000. Yeah. Um in pounds. So I don't know what's that in dollars. >> Brazil dollars. >> Yow. No. [laughter]

0:26>> We mainly acquire our um subscribers through Facebook. >> Okay. And our CPA is around 1.45. Um >> Okay. >> My main issue is >> You mean LGBT to CAC? >> No, as in CPA to acquire a subscriber, we pay >> $145 or $145. >> $145. >> And what do you make on a subscriber? >> Um a month around 0.3. >> Okay. >> So, it takes like about like five months to repay the subscriber. So, my main issue is that I need a money model. Um, I think I'm I've been working on a selfquidating offer.

0:59>> Yeah. Can I give you a good one? >> Yeah, please. That that's my that's my question. >> Yeah. So, what's your current offer for people to join the newsletter? >> Um, like we just do a free >> sign up for the newsletter >> lead magnet. Yeah. >> And we tried loads like um >> is it a free newsletter or is it >> a free newsletter? So, >> okay. And you're doing you're selling media space to the newsletter as your >> to advertisers. Yeah. And we do like eight newsletters a month. We try the different frequencies, but eight works the best in terms of our open rate. And um we do max three ads per newsletter because we don't want to overdo it. And that's been the best in terms of our CPA. H sorry um CPC.

1:37>> Yeah. So we need a self-liquidating offer. So thank you page offer. You can expect on a free front end to get 2% of people to upgrade to the paid offer on cold traffic. Yeah. >> If your cost to acquire is 1.4ish, fourish, then you'll probably need a $100 offer. So, a $97 offer, you can convert 2%. >> And then you'll get $2 back and then you'd be selfiquidated. Even if you get whatever 0.5, you know, percent, so a quarter of that, um, you'd still make you'd still cut your payback period in half, right? If you did that,

2:09>> um, so for me, I would love to give them the greatest hits from the last How long you've been doing the newsletter? a year and a half. >> Okay. So, I would say uh the top 30 most read, most shared newsletters from the last year. >> Okay. >> Is thing one I would give a selfquidating offer for $97. >> Can I ask you a question? >> Yeah, sure. >> Does that work if we don't really have a brand like we when we do

2:37>> Yeah. No, you can do like you're we're not charging, you know, a million dollars. We're charging a hundred bucks. >> Um so, the other question is what else can we can we stack in there? Um it's a health and fitness thing, right? >> Yeah. It's our sorry our avatar is about like 40 plus and women mainly from the US. >> So I think that having like uh you know 55 meals that you can make in under five minutes with no prep um would probably be something that and that could feed a family um for dinner um or like a great title of an ebook would be like what's for dinner? A question that we all hate but you could answer just by reading the book on one page. Like that would be something I'd be interested in if I were that avatar.

3:16Um, let me know. I mean, Christa, you're the you're that avatar. Would that be interesting to you? There we go. Okay. Yay. Score. >> So, we we tried loads of these like meal plans, like 100 meal plans, exercises you can do at home. >> What percentage are you getting to buy it? >> Barely any. Like, out of I don't know, we spend around $10,000 a month on advertising and we get like two or three. So, it's either like the ads are not for that avatar that would buy it or it's just not interesting or it's not wellm made.

3:46>> It's an offer thing. >> Yeah. >> It's not like I It's not selfquidating offers don't work in my market like they >> No, I agree. It's just >> we have to get the right offer. So, what I was thinking is just like niche down and do like ads for specific like I don't know postmenopausal women or people taking ompic and then just do like an offer I don't know how to not lose muscle mass.

4:13>> Yeah. >> After stopping or something like that. >> I think what would work really well would be a quizunnel. >> Okay. >> That leads to one of five or six offers based on the answers they have. You're going to they're going to get their information either way. Yeah, >> but what you'll notice for quiz funnels is that you'll get 50% drop off between question one and question two, another 50% between question two and question three and then almost nothing between question three and like question 20. >> Okay, >> so basically if you can get them past the first three, then you're you're pretty much straight shot until the end and you can ask almost as many as you need to. Um, and that can help a ton for cold traffic in terms of qualifying them. Um, there's some really interesting stuff right now that come out where you can actually put like almost like sales messaging between questions. So it's like they answer something and then you're like, "Well, that's great. And here's something they might not know about and like agitate pain. Great. Back to the next question, right?" And so you can actually weave in sales messaging and belief breaking and testimonials into the questionnaire which increases the likelihood that they would buy. And that's what the VSSL would be, which is like, "Hey, no one here wakes up in the morning and says, "I want to join another newsletter.

5:11You're here because you want to solve a problem and so I'd like to help you solve it." >> Okay. And does that like the quiz part? Is it native to Meta or >> No, no. I mean, you just It's integration. You There's the zillion tools. >> Yeah. um to help you build it. I would say don't give up on creating a self-loating offer. Um it might also be that when someone opts in, maybe you actually promote your own product in the first >> We're working on a fitness app and it's another like AI fitness app and everyone's doing them. But I think we can drive like at least I don't know 1% of our newsletter

5:45>> um subscribers to it. >> Yeah. I think that that'll just be a great long-term strategy. But you can blast in the first four days, which will be the biggest conversion window for that. So it' be like two emails a day for the first four and a text. >> Yeah. >> Each. So that's 12 communications over four days, which seems like overkill, but there's a window of time where you'll maximize like bit of a conversion and that's where you hit it hard. >> Is that in the welcome sequence? >> Yeah. Yeah. Fine. Okay. >> So I would add a welcome sequence of the product that you own and then selfquidating. I would I would do a quiz thing because I think you'll get a ton of information on the avatar and then you'll be able to retrofit uh an offer from them

6:18>> and advertisers value the information. >> Have you ever talked to your customers? >> Yeah, we do. We message them loads like email them. >> Um >> like phone call. >> No, not phone. We don't get we don't get the phone numbers through like so what I use is beehive and they like I don't think you have an option to >> well you could email them and say hey if you're interested like we're doing free coaching calls because we want to understand how we can do this better. you have this great master on staff who's like, you know, cured cancer or whatever. Um, hop on the phone with them and then basically what I would want to mine is all of and just record all the calls

6:47>> and just h and literally just say like what are all the problems you're dealing with? Just ask them to ask them about pain. >> Yeah. >> Then do 10 or 20 of those calls, take the transcriptions, put them in GPT, say, "Order these into the most prevalent and use only the language the avatars used. Take that copy, use that as the front end for the web, the VSSL that you're going to use to do the OTTO." We already do that for subject lines. So, so to get like the most like open open rate, we do that. We take their testimonials, >> just weave it into the front end of the VSSL. >> Fine.

7:13>> And make sure that the the benefits are are paired to those pain points. >> Okay. Thank you.