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Hey, guys, and welcome back to Content is Profit. Today I have a very special episode a little bit different. We're going to go through one strategy that we use. Before we had the studio before, you know, we did the podcast that generated 300 appointments with three emails. The best is that they also got paid 1500 bucks up front and they collected 2000 emails, everything without a single dollar in advertising. So I'm extremely excited because obviously, if you are part of Business Creator Club. Business Creator Club, you know, because we've been talking about it every single Thursday in there. But the last week we've been talking a lot about the 100 money model book, which I'll show you in just a second. So this guy right here, we just got our copy in the mail. So if you want to sign up, we are giving away a free copy of this. This is Alex Hermos last book, which I started reading this morning. And we wanted to share a little bit about one of the strategies that are here. And as we were going through the book, I was like, man, like, we ran a bunch of giveaways in the past, like before the studio, before our podcasting days. And I want to share that exciting strategy because it got a ton of positive results for the brick and mortars. So these applies for brick and mortar online, I think a little bit better for brick and mortar businesses. I explained my reasons why, but, you know, we've seen it, you know, through the age of COVID during all those online summits and things, people are doing something really similar and we haven't really seen these pop up anymore. I think maybe because people got super tired in the online space, but if you do have a business, they do work. And the fact that Alex put it in his latest book as one of the top strategies to acquire customers and then keep them in there, it says a lot. So we're going to break down kind of like the model here, the money model from Alex Hermos book. And then I'm going to explain kind of what we did exact step by step in our specific strategy that it resembles a lot, you know, what Alex put in here. But at the same time, we have, you know, the exact assets that you will need to pull something like this off. So I'm excited. If you haven't joined Business Creator Club, we do have a code. Money Models put it in there in the checkout page. It gives you free 30 days. And also we're putting all these resources in there, apart from you get also a free book. So super excited. All right, let's get into it. So here's the backstory. Before the studio, before everything else, we used to run a content marketing agency. We used to call it the anti marketing agency. And we used to come to businesses, brick and mortar businesses, and we're like, hey, we're going to be doing some content in a very different way. What are you doing now? What's not working? We're going to do the opposite type deal. And we used to sell our services at the time, freelancers because we're trying to figure out what were we going to do with our business, our life and we're trying to figure out. And that put us in positions where we had to try different frameworks, different strategies. We worked with email marketing, we build funnels, we build CRMs, we help businesses with their daily content, with their monthly content, many different things. So we started learning about all these topics and early we came across a book. It was like a 30 day book from a different online company. And one of the strategies listed there was almost like a giveaway. The guy that explained it framed it a little bit different because he was going through magazines and he was partnering with the sponsors of that magazine or maybe the products that were showing up in those magazines and then doing a whole email strategy outside of that for a different purpose for the e commerce market, right? We took one of those strategies and we applied it to a local business here. It was a wellness center. Their initial goal was they wanted to bring people into their location to try different services that they had. They had six different services, normatechbook boots, they had red light therapy, they had cryotherapy floating beds, all these fancy amazing things. And they just wanted a little bit more awareness. And so we're like, why don't we try this strategy that's working on the e commerce and we apply it into the brick and mortar business. And it turns out it was supercharged. And we only had to send three emails. It was very simple, sorry, which I'll map it out in just a second. And the results that they got, which by the way, they're not typical, right? Like this was like probably the best one that we ran, but every single one worked really well after this is that they got 2000 emails in their email list, they got 300 booked appointments and then they saw 1500 bucks upfront without anybody stepping in. And keep in mind they were selling a $50 product. And then right after that Covid happened. So nobody could really come in. Like this campaign ended and like the week after Covid hit. So I wonder, you Know why would have been consequence of them continuing with this. But of course, full credit when credit's due. What I'm about to read and kind of debrief is like the initial model that Alex Hormosi explains in his book Money Models, which again, you can get for free if you go to BusinessCreator Club and sign up for the first 30 days. We have 200 of these that we've given away a few already, but there's more if you want to have it. So giveaway offers, by the way, like a little context he is going through. Let me see if I can actually show you the picture here. Where are we? Okay, so if we share screen here at the very top, right, we know that there is a problem. There is money models, which is how people are actually making money, which is a combination of offers. And then we have attraction offers or attraction models, upsell models, downsell models, continuity models. And then obviously, you know, that makes your make your money model. This book, it went well, maybe sometimes. Okay, we're live here, so we'll see if the overhead camera works here. But obviously we're in an attraction model, which is the giveaway, right? Oh, there we go. So giveaway offers advertise a chance to win a big prize in exchange for contact information or whatever else you want. In that specific case, what we did was contact info, email and phone number. Then after picking a winner, you offer everybody else the big prize at a discounted. In our specific case, we discovered that after we were putting the funnel together, we're like, okay, if there's a winner, we're going to have a ton of people that are not happy. Are they going to want to come back to the place? So in our case, we decided to give them something which I'll give you context of what that is in just a second. Right. Giveaways also go by names of scholarships or sweepstakes and raffles. They all mean enter for chance to win. To run a giveaway, you need, number one, pick a grand prize for that specific motto that we did. We call it a $6,000 giveaway. So we ended up partnering with businesses around the area. We did six businesses specifically. So Wellness center, their specific customer will buy for from a specific fitness studio or they will go shop at a different grocery store. So where is their customer shopping? So in your case, if you want to do it for your business, where does your customer go shop? Where does your customer get their, you know, equipment? Where do they get their nutrition? And you go partner with those businesses. Right. In a Specific case they were going to fitness to. They will go to, like, F45 Fitness. They will shop at Lululemon. They will go eat at this certain restaurant. So we went to those specific places, and we're like, hey, do you want to collaborate on a giveaway with us? And they say, yes, right. Obviously, we're going to go here. Overhead. You got to pick your. This might not be working. Come on phone. Okay, well, I try to do a fancy setup, and this is what I get. But pick your promotional offer. In our specific case was that $6,000 giveaway. Ask for contact information and other eligibility criteria. We'll go into that in a second. Pick what actions you want entrants to take to qualify for the big price. In that specific case that we're offering, they just needed to put in their on their phone number, put the giveaway on a deadline, and add urgency. We did it for about a week. We started on Monday, and the giveaway ended on Friday. And then announced the prize winner and contact everybody else. Right. So, of course, you know, we can go one by one. I recommend go get the book so you can get to this. Now, once people enter the free giveaway, it may help to think of the countdown like a mini product launch. So check out the affiliates partners. Obviously, there's a different book that we can do this and is the $100 million leads. I mean, if you want it. But that tip specifically for us was super helpful because we decided to do that mini campaign to promote the giveaway. It's not like, hey, tomorrow we having a giveaway. We want to make sure that people are informed that they're opting in and then we continue conversations with them. So the room up that we did and these are the pieces of the puzzle that we share with everybody else. Was we accounted for? I'll put my iPad here. We account it for one week promotion. So we announced the giveaway on Monday in the social media account of our customer. And we're like, hey, guys, we're having this $6,000 giveaway that's happening on Friday. We are announcing the winner on Friday. And then we have a surprise for everybody else. Right. We partnered with six different businesses, like I said, businesses that relate to the one that you're promoting. So if, for example, if we're doing a podcasting giveaway, for example, of our services in our studio, we will partner with brands like Rode or Riverside or podmatch. What is a combination of things that complement my own offer? Right. So in that case, we specifically partner with fitness Studios because if they do fitness, they have to go do recovery with nutritionist. Because if they go recover, maybe they're aware that they need to eat better. So we partnered with a nutritionist on that side and everybody pitched in part of an offer to add up to $6,000 worth of prices, like a year, a free year membership, a free consultation with a free meal plan, you know, X amount, $300 worth of gift cards for your food type deal, right? Then after that, we put in an opt in page right here that this opt in page gave people the, you know, the window to put in their contact information, email and phone number. It was very simple. It said, hey, welcome to the $6,000 giveaway. By opting in here, you also going to receive communication from the following businesses, right? And then the second one was just a thank you page that says, hey, thank you guys so much. This is what you can expect. We're going to send you a quick, you know, three different emails during this week to kind of hype you up and stay in touch. And then on Friday at this time, we're going to announce the winner, right? So that's the thank you page, which, by the way, if you go to BusinessCreator, the club, we have this whole playbook put in there with the pieces and the emails that we sent out, right? And then we basically crafted three emails. So one, two and three emails right here. And in the middle of those emails, we also crafted one social media post that in their case, they decided to go live on Facebook and kind of announce what that email said. So one was like, hey, you know, we're super excited that you're being part of this giveaway. If you have, if you don't know about us, this is who we are. And that we kind of went over their, you know, who they were as a business and introduced themselves. Like I said, we're going to have the copy of this in business creator club so that way you can go grab it. And then the other two emails was, hey, if you haven't entered yet, or if you want to be a part of this, make sure that you're sharing with your friends. And there was like a system on the back end that would collect those emails, right? The next thing that we gotta do is obviously there's gonna be a winner. We're gonna announce the winner. So we told everybody, hey, on Friday we're gonna announce this winner. And then that was, I think, either the fourth of the. Or the fourth email or the third. I can't remember now exactly, but it was one of those where, you know, hey, good morning. We thank you so much for being a part of this. Amy, congratulations, you are the winner. And if you are not the winner, we still have something special. So at that moment we redirected everybody to a page that said almost like thank you and you also get a specific offer. In their case they wanted to sell something. So we offer a $50 package that included three, three, three things. In their case was like a yoga, again, a yoga set, not a yoga session. It was a cryotherapy session, a red light therapy session and a Norma tech session which was a recovery of $50. And this was actually worth about 300. So they did it at a steep discount, 300 worth value and they did it at a $50. And then we had a ton of people opt in for that one which was really exciting for them. And then after that we did a follow up sequence which a couple emails letting people know that, you know, we had this offer right here and that they wouldn't miss it. And then we also had a downsell if they didn't buy this guy. The downsell was I move this guy down here. The downsell was a free sauna. So this free sauna gave him 300 appointments. Can't spell 300 appointments. But yeah, that free sauna gave him 300 appointments which was really exciting. The manager gave us a call and she was like, oh my God, what did you guys do? So it was really good. So pieces of the puzzle. Let me recap. I know I've been all over the place. It's Monday, here we are. But one is we need obviously the giveaway, right? What is the thing going to be? Super excited for people to opt in and be a part of this. In our case we named it the $6,000 wellness giveaway. And we did all these things related to wellness around the business that we were promoting. If we were to do it for us for podcasting today in the in the studio, it will be podcast related brands that people are excited about to, you know, that they want to win. We crafted three emails once they, well, there was an opt in page where people gave us the information Hermosi mentioned qualifying information. If you're a coach or coach consultant, what are all the things that you want to know about your audience so then you can serve them later? In our specific case it was just brick and mortar. We wanted to drive traffic so we did email and phone number so we could communicate with them. That opt in page had a thank you page which is this guy right here. And it basically explained, hey, just keep an eye on your inbox. We're going to send you a few messages. And then on Friday we're going to be announcing the winner. During that week promotion, right? We did three emails that every. I failed to mention this before. Every single business send those three emails to drive traffic to the giveaway, right? So our business and then our five partners agreed to send those emails as well. So we provided them with those with a copy of that. They drove traffic to the landing page, right? And then on Friday we send a list of those 2000 opt ins be like, guys, congratulations, we have a winner. The winner's name is so and so. But also we have as a thank you, we have a surprise for you that I think you're going to like. And then once they click on that, be like, redeem my surprise. They were presented to, you know, to a downsell offer of 300 bucks worth of value for only 50. And they get three things which are the ones that we see down here with my incredible handwriting. And then if they say, hey, no thank you, I don't want to spend $50 on this, no worries. When they say no thank you, it redirected to a different page for a free session in the studio, which was a free sauna session. And they got to go. So 300 people booked that sauna. And we saw about 1500 bucks of the $50 offer, which was like really, really cool. Mind you, there's no $1 spent for this. And obviously, you know, after those 300 books appointment, you know, the managers should call and see what's up. You know yourself, we're very excited to have you. But it's a really, really interesting way to, to kind of go this. So that's the breakdown of the one that we did. But also when I do some examples, let's see if my screen share here. Overall camera is working with what Alex there. And I'm going to zoom in here. Again we go. I think the battery might not be catching on, but here we are. Let me see if I can zoom in here. Cool. So example of free giveaways, right? So dentists offer free perfect smile giveaway. The grand prize, which is what we call is a free set of invisible braces, $6,000 retail price. What he recommends is that your promotional offer, which is the downsell to this, if they don't win, is basically a discounted main offer. So in his case is a $2,000 gift card for braces that is redeemable at the Location physical products offer a free year of organic dog food. The grand price for this offer is a free year of organic dog food worth $1,000 in retail price. The promotional offer, let's say they say no to that. They go down to, hey, we'll give you a $300 gift card for dog food only usable with a one year subscription. So they have to be subscribe to that membership so they can get that $300 gift card. Another offer here, services offer free ultimate giveaway. The grand prize is a free one year package, $5,000 retail price. The promotional offer, let's say they don't win, you know, the $2,000 voucher redeemable towards one year of service agreement. And then the consulting offer, free 16 week turnaround giveaway. The grand prize is 16 week turnaround worth $12,000. And the promotional offer is $6,000 partial scholarship. So these are just some examples also to kind of get you going. In our specific case we were here, it was almost like the dentist offers a free set of invisible braces. It was $6,000 for us, was like a free range of services with our partners. And again, you can advertise this giveaway directly to your list but at the same time you can partner with other businesses so you can get that lead inflow as well. And kind of like the example that we shared with you guys. But again, a ton of examples here. Let me see if there's other notes before I let you go. Today, kind of like raw episode today, which is really exciting. Well, obviously here he mentions if your giveaway, like why wouldn't it work? Why would this not work? Well, first of all, consult legally with the people around your, your legal counsel, your lawyers and things like how, how can I stay legal doing this giveaway? You actually have to give the prize. You don't, you can't lie that you're not going to give this price. And also you know that you're, how you're communicating or what are the words that you're putting out in your, in your pages and so on, so on. He also says like why wouldn't I give away work doesn't work. It means that your grand prize wasn't grand enough. So I think part of it is why the brick and mortar worked really well for us. That model was because they were not familiarized with something like that on the online space. You see these giveaways, maybe people have been scanned. So like level trust might not be the best. Again you try it out with your audience and with your partners. If you do something with your partners, it's safe to assume, I think, that their audience might be educated or they can trust that person. So that's why you get to do that. But I'll say, like, go crazy. I remember having the conversation with the fitness studio, and we're like, we came in pitching, hey, why don't you give a free yearly membership to your guys? And the owner was like, there's no way I'm gonna give a free membership. Those are, I think at the time was like 1200 bucks a year. And I'm like, well, here's the flip side. You get 2,000 leads, and, you know, maybe that person comes and maybe that person doesn't come. I mean, what does it cost you to fulfill on that? And that's how we got her to agree for a free membership. And they got 2,000 emails, 2,000 leads that they could call. And if only one person shows up and signs up on their yearly membership, they make their money back in that specific case. So that's really exciting. Another tip here. Give away two prices for twice the leads. If you give away one prize, that's fine, but if you give away two grand prizes, you can get twice the leads or more. Here's how. Just tell everyone that if someone they refer wins a grand prize, they win one too. So, hey, if your friend comes and they win it, you also win it. So they're gonna tell everybody and their mother to bring. So instead of six businesses, let's say you do it with your own business. You know, you can. You can do that and you can get extra leads. That way they get endless entries into the contest by referring their friends. This gets more people to refer and work together. So smart. Awesome. Well, another. A couple other tips here is obviously scarcity. You know, limit your giveaway by time, number of entries, or both. As my screen here, man, I do have to fix this. Maybe one day. There we are. Limit your giveaway by time, number of entries, or both. You can run giveaways for a specific amount of time. You know, seven days in that. In. That's what we did. We ran it for. For seven days. And it was, like, very effective because people had to, like, opt in real, real quick a specific number of entries, 5,000 entries, or, you know, both time limit and a number of entries. Urgency, you know, in his specific examples, he says, I added urgency in three phases. To enter, to claim, and then to use. Make how long they have to enter very clear in the advertisements. Once you announce the winner, let them know how long do they have to claim. In our specific case, when we did the giveaway, we told you can only claim it this weekend. So everybody was, you know, I think that drove traffic to do to those 300 people that opted in. When they do a schedule, they call on the same day or the next day. So just be prepared when you come to, you know, when they. When they call or when they book. As you see these leads come in, just hop on the phone and give them a call. Once you let people know that they won, tell them how long they have to use it. So, hey, this, you know, you want this. You can redeem this in, you know, the next week or so. So there's another. Another few things here, but I'll let you claim your free book in business Creator Club. Free 30 days as well. We're going to put this playbook on our specific case, like the one that we ran in there. So you can do it, you can copy it, you can model it from that. And yeah, I just thought today was a good day to do a little bit of a raw recording and have fun with it, share with you a little bit of what we did. Hopefully I didn't confuse you. Probably. That's what Fosse tells me. Time I do one of these, like, dude, you just ramble. I'm like, yeah, it's like, you know, part of it. I guess it's part of how I do it. So if you made it to this point, thank you so much. Come join us in the business creator club and get your free copy of the book, get your 30 days with the code moneymodels and get the playbook here. On Thursday, we're gonna present it in the open Q and A. So I'm super stoked. And I'll see you on the next episode. Take care.