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No one knows more about eCommerce growth than my friend, Ezra Firestone. Arguably, no one is a more interesting interview than Ezra either. This episode does NOT disappoint. Ezra bootstrapped growth for Boom from $0 to $40mill + per year. He also recently bought another high-profile eComm brand (more on that in the show).
This episode is straight fire.
Here’s a look at what we dive into:
- How Ezra is approaching email marketing and email list growth in 2022. I’m guessing you’re missing his email strategy - even if you consider yourself an email marketing pro.
- How BOOM is approaching front-end offers.
- Why you should consider inventing a holiday and how BOOM did just that.
- How to grow your SMS list.
- Plus MUCH, much more!
Mentioned in this Episode:
Ezra Firestone
Transcript:
Brett Curry:
So today I've got the man, the myth, the legend. He's flexing if you're watching the video. Got Ezra Firestone on the call. We're talking about eight top strategies to just blow up your business this year in a good way. We may not get to all eight, we'll see how it goes. But with that intro, Ezra, what's up, man? How you doing? And welcome to the show.
Ezra Firestone:
Brett, the Fury Curry, I'm fresh out of the cold plunge, dog. One minute, 30 seconds, 32 degrees. My whole body is red, I'm shivering, I'm shaking, we're podcasting. Happy to be here man, thanks.
Brett Curry:
It's hilarious. You hopped on the call and I was like, "Oh no, something's wrong with Ezra. He just doesn't look right." It's like, well, you just got out of a 32 degree bathtub. Of course, your body's in shock. But I appreciate taking the time to do this. And man, it's just always, always fun to chat.
Ezra Firestone:
Yeah, man. And just watching your journey, I seen you come up in the game from back in the day, when you had an SEO agency. You know?
Brett Curry:
Yeah.
Ezra Firestone:
From way back. I don't even know if it was 2008, 2009, it was a long time ago. 2010, whatever it was. And then to watch you rise to be one of the most prominent voices in the e-commerce world, and also to have a top 2% advertising agency, maybe you guys are top 1% at this point, I mean, you run all of our stuff. So it's been fun to watch your journey and just happy to be on the podcast.
Brett Curry:
Dude, thanks. It's been so fun to grow. I credit you and your community with a lot of that growth. And your approach to having fun, and doing what's right, and being extremely successful, and that blend, is awesome. Your motto, for those that don't know, is "Serve the world unselfishly and profit." And actually before we get into tactics and strategies for this year, and there's some amazing ones, can you talk a little bit about that for those that are new to the world of Ezra Firestone?
Ezra Firestone:
Yeah, I mean, I think that's a description-
Brett Curry:
... Yeah.
Ezra Firestone:
I think it's a description, not a statement. It's how I have seen things work. That when you are in a role of service, unselfishly with the goal of serving, you do profit by the very nature of serving. And it may not be monetarily. Maybe it's spiritually, mentally, emotionally, physically, energetically. But my goal is to serve. And I find joy in the act of service. I think there's a lot of value, and fun, and enjoyment, and good. And also in business, if you can truly serve a community, you will be profitable. And so I think that's just a description of how it goes. And also it's what I'm looking to do. I'm looking to serve the world unselfishly and also profit. I want to take care of my family. I want to take care of my community. I want to put resource towards causes in the world that I find noble. And I need fucking money to do that. Right?
Brett Curry:
Exactly. Yeah.
Ezra Firestone:
And the way going to get that money is by helping a group of people out with solutions to problems they have.
Brett Curry:
Yeah, I love that. If you look at, what is leadership, what does it mean to lead a company or to be a CEO, it's really serving. Serving your team more than commanding and dictating.
Ezra Firestone:
100%.
Brett Curry:
And how do build a brand, how do you build a business? It's serving a community. It's serving the needs and meeting the needs of buyers. And so, yeah. I love it. So it's really, really just-
Ezra Firestone:
Yeah. And then just because you're serving a group, doesn't mean you can't sell them stuff.
Brett Curry:
Exactly.
Ezra Firestone:
Selling them stuff is also serving them.
Brett Curry:
Because people want to buy stuff, right?
Ezra Firestone:
Yeah.
Brett Curry:
They want to have those needs met. And retail therapy is a thing too. So one of the greatest acts of service you can do, is sell a good product to the right person.
Ezra Firestone:
I'll tell you what dude. You and I both know that this last six months have been the most intense and stressful on the personal side of my life, with some health problems of some family members. And I done fucking discovered stress shopping, bro. I had never done that. I'm not a guy who buys shit that I just don't need or want. I'm willing to buy things. I have a lot of money, and I didn't come from money. I now have more money than basically everyone that I know, and I'm not against purchasing things. But I usually purchase things that I really like. I'll buy a nice espresso machine, or I'll buy a nice skateboard.
Brett Curry:
Which I've had espresso from that espresso machine. And you pull a mean shot of espresso, my friend.
Ezra Firestone:
Yeah. I will spend money happily on things that are enjoyable and that I will use, but I don't just buy frivolously, until now, dude. I bought six pairs of the same Chelsea boot. When I turned around, I was like, "What? I have lost my mind, dude." This is stress shopping.
Brett Curry:
Why did I buy this?
Ezra Firestone:
Yeah.
Brett Curry:
I think one time I was on a call with you and you just recently bought like a samurai sword or something. I don't think it was actually a samurai sword, but it was some kind of sword.
Ezra Firestone:
A katana. Yeah, it was a Japanese katana. I use it to chop wood for my sweat lodge. So that was actually a useful tool. It's good for chopping kindling.
Brett Curry:
Yeah. That's awesome, man. Super fun. So people are buying right now. The economy's pretty hot, and certainly there are some issues too. But people are buying stuff. So let's dive in. You recently wrote a blog post, which I'm going to link to, so you can see this in the show notes, talking about eight top growth strategies. And first of all, for those that don't know the journey, talk about Boom by Cindy Joseph and how it's grown.
Ezra Firestone:
(singing)
Brett Curry:
Because you guys are set to do about 40 million this year, right?
Ezra Firestone:
So I started this brand in 2010. Took me to 2014 to make my first million dollar a year in total revenue. By 2016, I was doing 17 million. This last year, I did 42. This year I think I'll do 47. Top line revenue at about a 25% EBIDA margin, so maybe making six or 7 million a year in profit on that.
Brett Curry:
Which is amazing. Amazing.
Ezra Firestone:
I got about 30 employees at that company. I also own Zipify Apps, about a $10 million a year software company. Also a couple million bucks in profit on that, maybe about 60 employees there. And I just bought a company called Overtone Color, which has about 20 team members. It'll do about 25, 30 million this year. And I got Smart Marketer too. And I'm just a guy. I didn't go to college, I have no special skills, other than that I'm a good communicator and I'm willing to put my foot down and do the work, and ask for help when I need it. And I think my story shows that if... I'm a complete failure in the eyes of the school system. They labeled me a dumb kid, and someone who was not going to be successful. And I think for anybody who doesn't fit into the mold, who maybe is dyslexic, or maybe has some reason why the general society is telling them that they can't be successful, the internet opens up an opportunity for us.
Ezra Firestone:
And there's skills that we can develop. Advertising, direct response marketing, landing page optimization, copywriting, product development, podcasting, social media, that can support us in taking care of our families. And I didn't come from resource, and so I wanted to create that. And I've been able to, and I've been doing it now for 17 years. I got pretty fucking good at it. I made every mistake you could make. I didn't pay my taxes, I did all the stupid you can do. But I did it when I was younger, and earlier in my... And I didn't have podcasts like yours to learn from. I had a bunch of creepy dudes on an internet forum who were shilling fucking gambling and porn. That was when I got into the game.
Brett Curry:
Yeah. Online marketing was a bit of a dark place back in those early days.
Ezra Firestone:
You didn't want to say you were an internet marketer. It wasn't good.
Brett Curry:
No, no, that was not prestigious. No one looked at that highly. For sure.
Ezra Firestone:
So yeah. So I've been doing it a long time now, I'm really good at it. And I've been talking about it since about 2011. I was one of the first people to start blogging about e-commerce. And by the very nature of being one of the first, I became popular. Not that I was anything special than anyone else, but I was the first to do it, and so I got real popular. And I've stayed in that space of documenting my journey. And I got a bunch of people who think it's cool, and follow what I do. And I'm pretty good at it, you know?
Brett Curry:
Yeah.
Ezra Firestone:
And I've been able to successfully train and educate, and bring up in the game, thousands and thousands of internet entrepreneurs over the years. You being one of them who I've impacted.
Brett Curry:
Big time.
Ezra Firestone:
Not that I did anything for you, other than show you what I was doing. So yeah, so I like talking about this stuff.
Brett Curry:
It's been so amazing to watch that progression as well, and getting to see behind the scenes, seeing you operate with your team. So I've been to your house and I've hung out with the inner circle of Smart Marketer and Boom. And of course we were on calls, and our agency serves you and stuff. So I've seen you in a lot of different capacities. And man, you're the same leader behind the scenes as you are on stage. You care about people on stage or one on one. You're extremely smart and strategic, and you get marketing, and you understand human in nature, and you take massive action. All kinds of stuff we can break down. So it's been really fun to observe that and get the front row seat of that as well.
Ezra Firestone:
I can also do a cool poker chip trick. Look at this.
Brett Curry:
Is that right? Oh, look at that.
Ezra Firestone:
Wait.
Brett Curry:
Look at that.
Ezra Firestone:
Hold on. Damn, that was not cool. I dropped it. Hold on.
Brett Curry:
We're going to try this again. So if you're listening, just take my word for it. He's a great poker chip-
Ezra Firestone:
My hands are frozen. My hands are frozen. We should probably get into tactics.
Brett Curry:
Do not attempt a poker chip trick out of a cold plunge.
Ezra Firestone:
People are going to be like, "Enough of this bullshit, dude. You should talk about some tactics." We should talk about some strategies.
Brett Curry:
Exactly. So here we go. So let's dive in. One thing that we've seen you guys operate on, we're running this on YouTube for you, but you're buying more email leads. So talk about that. So this is top strategy number one, buying more email leads. What does that look like, and why?
Ezra Firestone:
Dude, nobody's talking about email. Everybody's like "SMS, video ads." This and that. Well guess what has always been since I've been in the game, about 25 to 40% of my business? Literally since '05, dude. Emails.
Brett Curry:
Email. Email.
Ezra Firestone:
I've been sending motherfucking emails since 2005. And it is to this day, it'll be 36% of Boom's total revenue this year.
Brett Curry:
It's crazy.
Ezra Firestone:
And nobody-
Brett Curry:
Email touches 36% of all purchases through Boom.
Ezra Firestone:
Yeah, it's last click, dude. It's last click for 36% of my purchases.
Brett Curry:
It's awesome.
Ezra Firestone:
So why would I not be putting so much energy in growing that list? Nobody does it. Everybody just runs top of funnel video ads, conversion ads, and they hope that when somebody comes to their website, their onsite popup, or their card abandonment, or their exit intent, are going to capture the email lead for them. Great, do that. But also, you know what I'm doing? Gated content. I'm doing giveaways. I'm doing all kinds of different straight up lead generation campaigns. One of my best ones, is we use these things called pre-sell articles, which are basically articles that are story-based, like, "Five makeup tips for older women." Or "Seven makeup tips for women who wear glasses." Or "How to overcome perfectionism in your fifties." Or whatever kind of content that our community is interested in, that leads back to our products.
Ezra Firestone:
And we use those in our email auto responders, we run ads to them, we mail them to our email list. We use them everywhere. At every stage of the sales process. What we also do, is we gate them. So we put an opt-in front of it, and it says, "Hey, enter email address here to get our five makeup tips for women over 50." We run ads to that with a conversion objective for the lead event, the lead event fires on the thank you page. They enter their email address, guess where they get dropped? On the same pre-sell that I'm running at the top of the funnel.
Ezra Firestone:
But now we have their email lead, and we put them on a automation sequence, to warm them up and try to sell them. And if they don't buy, we put them on our bucket list. I also run giveaways every six weeks. And basically those are my two main top of funnel lead gen strategies, is gated content and giveaways. But I'll do Facebook lives, and I'll do other things as well. But if you just do gated content and giveaways, you should spend about five to 10% of your total marketing budget on email lead generation. Because some people take a little longer to warm up than others. So if you're only running conversion ads, you're going to miss out on growing your audience in a way that could be beneficial for you.
Brett Curry:
Yeah. I love this so much, and it's something that we've observed you doing, and something we're talking about now with other clients. That, if you can grow that email list, and if you're properly running email marketing, you're going to be able to convert that at a really high rate. And so gated content, so information people want, and/or giveaways, great ways to drive that list. And I was looking through some of your notes here. Looks like over the last 12 months you spent about 200,000 buying email leads that have then generated 750,000 in sales. So about a 375% return on add spend. That's not bad. But that's not like-
Ezra Firestone:
And that's with excluding anybody who was already on the list, dude.
Brett Curry:
What's that?
Ezra Firestone:
That's with excluding anyone who was already on the list. So those are new leads.
Brett Curry:
Just strictly new leads. So that really changes the game, because you could be looking at those campaigns and thinking, "Well, I just drove an email sign up. I didn't make a sale there, so it's not really worth a whole lot." But then you've got to look at that whole picture. What did those email subscribers do for you over the next six to 12 months? And in your case, it's a 3.75 X ROAS, which is amazing.
Ezra Firestone:
Pretty sweet. I mean, not that everyone's going to have that result, but it's worth doing, still, nonetheless.
Brett Curry:
Exactly. So, all right, awesome. So strategy number one, buy more email leads. I'm sold on that idea. Idea number two, launch new products. So talk about how Boom is approaching launching new products.
Ezra Firestone:
So to have a successful e-commerce business, you have to get your repeat customer rate up. Ideally over 30% of total revenue comes from repeat customers, people who bought from you once before. The best way to do that is to sell them more of what they already bought, if it's consumable. Or to introduce new items that they might want from you. And by the way, if somebody knows you, likes you, trust you, you're putting out content, you're engaging them, you've delivered a good product, they're going to probably want to buy whatever else you have to offer if it's tangentially related to what they bought in the first place.
Ezra Firestone:
So what we do is we send a customer survey every six months to our two X buyers, and we give them a bunch of stuff, like "If we were going to add more colors, what colors do you want? If you could wave a magic wand, what products would you have us create?" We have a 20 question survey. We say, "Hey, five people who take this survey are going to win $100 gift certificate to the store". We get a couple thousand responses. Based on that, we figure out what products to make next, based on the desire of our community.
Brett Curry:
That creates your product roadmap.
Ezra Firestone:
As an example, 50% of people wanted a mascara, 46% of people wanted a lip gloss, and 53% of people wanted an additional color of Boomstick. We released all three of those products last year, based on that information. They were our three best product launches ever. We just released the Boomstick color last week, we sold 15,000 units in 18 hours. 650 grand in revenue in 18 hours.
Brett Curry:
Whoa. Wait, wait, wait, wait, wait. Say that again. You sold what?
Ezra Firestone:
We sold 15,000 units in 18 hours, dude. We sold out. 650 grand in 18 hours. Now of course I've got a mature company, but the point is that this process gets better over time. So when you're developing a new product, you're doing it in desire to your past customers, in relationship to their desire. And for us, you have componentry, formulation, and secondary packaging. So componentry is like, what is the component that it's going to go in? Well, the Boomstick, we already have that. That's great, we'll reuse the component we already have. The formula is, what is it going to be, why is it going to be that way, what are the benchmarks other brands are doing that we want to meet? We go through a bunch of iterations, we send it out to our best customers to test. It takes us about six months to a year to develop a formula.
Ezra Firestone:
And then our secondary packaging, is what is the box, what's the write alongs, what are the inserts? We get all that together, we run a photo shoot for it. And then we do an early bird. "Hey, we're going to launch this new product. This is what it is. Get excited, sign up for it to hear about it first." And then what happens is, as they're signing up, and as they're posting on social about it on the thread, we're finding out what they want to know. They're asking, "Is it hypoallergenic?" And we're like, "Oh shit, we don't have hypoallergenic on the sales page. It is hypo allergenic." So we add that to the sales page. The questions they ask, they become the FAQs that we put on the... So we use the pre-launch as a way to build out the marketing material. Build out the FAQ, build out the sales page.
Ezra Firestone:
And then we launch it, run ads to it, do emails to it. And then it becomes part of our ongoing marketing. Put it in bundles. And you can do this too with products you already have. So you can reformulate them to make them better than they already are. Based on feedback, you can change the componentry or packaging, make it more sustainable. You can bundle it with other items to make a kit. So you can renew and make better products you already have, and relaunch them, as well as introducing new items. But for us, we are aiming to introduce four new items a year, which is once a quarter, which is hard to do.
Brett Curry:
That's aggressive. That's one a quarter.
Ezra Firestone:
It's hard to do when you're making them all from scratch.
Brett Curry:
It's hard to do, yeah.
Ezra Firestone:
But it's a huge, huge part of the business. So yeah, it's really important to continually making the products better.
Brett Curry:
Yeah. And it's interesting that it's also fairly risky, too, to launch a new product. Will it go well, will it not go well? But the approach you're taking, it really eliminates a lot of the risk. You know that if you deliver a good product, which you guys do, you know how to do that, you're delivering exactly what someone is requesting, and exactly what someone wants.
Ezra Firestone:
Yeah, and they also then can become a new top of funnel sales processes. So we can run top of funnel ads now. So for our mascara, I mean, that's our second best seller of all time, and we can run it at the top of the funnel because everybody's interested in mascara. And we didn't have one before. So we couldn't run ads for it at the top of the funnel. So we were missing a customer acquisition funnel there that we were able to add to the business.
Brett Curry:
Love it. And so then this actually directly ties into it. So this is strategy number three. Create more front end offers. So talk about that and how that's evolved for Boom, more front end offers.
Ezra Firestone:
I think that's mature business strategy. For Boom, we did 10 years where we had one front end offer, which was our Boomstick trio.
Brett Curry:
Yeah. Boomstick.
Ezra Firestone:
And all of our social proof, all of our sales funnel optimization, all of our pre-sales, all of our video ads, all of our email sequences, everything was about that front end offer. Just make that as deep as possible. Have marketing assets for it, loyalty assets for it. Just really work on that and scale that. And that's a lot easier to go deep rather than wide. And a lot of people have a thousand skews, and they can't do that. Like with this product, this brand, I bought, Overtone, I got a hundred skews. So it's hard for me to have one front end funnel.
Ezra Firestone:
But for low skew e-commerce, it's easy. You just pick whatever your widest and best seller, and most relevant seller is, and just focus on that. But once you scale that, now you got to start introducing new front end offers. There's only so many people who are interested in a multipurpose blush stick. Some people aren't interested in blush, but they're interested in mascara, or lip gloss, or brow gel, or whatever. So we've now introduced a bunch more products to the... You're right, my voice is kind of frozen. It's funny, I sound like a frog.
Brett Curry:
You're good, dude. Hey, you're so you're bringing the fire, even though I'm feeling cold for you.
Ezra Firestone:
I usually have such a rich, deep voice, man. Anyways, it gives us the ability to have more fish hooks in the sea.
Brett Curry:
Yeah. Love it. Love it. Let's go on to the next one, and this is related to number one, but this is now strategy number four.
Ezra Firestone:
By the way, another front end funnel is one of those lead gen funnels, too. Even if it's leading to the same product.
Brett Curry:
Yes.
Ezra Firestone:
It's a new top of funnel way of getting people in the mix. That's a new funnel. It doesn't have to be a new product.
Brett Curry:
Totally. And so looking at that, and what we've observed, working with Boom, working with other successful brands, is that a lot of them have one to three really successful top end funnels that they just push hard on, almost forever. And then with some tweaking and changing, and then you've got all your backend stuff as well. So, yeah. Really, really good. So let's talk then about strategy number four, growing your SMS subscribers. So diving into text based marketing. So, tips or suggestions you would give there for growing that list and utilizing SMS?
Ezra Firestone:
I mean, the 80/20 of SMS is this. Have the collection at checkout, where you're collecting people who check out from you, who click the little box to be collected. And have a two step opt in. First, get the email, second, incentivize for the SMS. So they come to your site, you say, "Hey, get 10% off, entering your email address". They enter it. "Hey, by the way, do you want an extra 5%? Give us your SMS". Klaviyo lets you do this, Postscript lets you do this, Attentive lets you do this, et cetera. Those are your two main ways to collect. And that's 85, 90% of the value. You can do other shit to collect, but it's not worth it. Just do that. And then when you send an abandoned card email and they don't open after 18 hours, slide a text in there, via Klaviyo. So connect it to your email logic, and do your-
Brett Curry:
Is that usually the way you do it, where you'll email first? And then if there's no response there, then you text?
Ezra Firestone:
Always. Yeah, because SMS is more expensive. So we'll use it as a... And you can only do this if you're using Klaviyo, because it talks to it. You can't have Attentive in Klaviyo, because they don't talk to each other. So if you're using Klaviyo, Klaviyo's a little more expensive for SMS, but if you're doing it the way I do, it doesn't matter, because you're only using it as a... You know? You're using it as a way to capture the people who aren't responding to email. Instead of just blasting them with both, and spending the money for that. So, if they don't respond to the card email, we'll slide an SMS. If we go purchase email, they don't cross-sell, we'll slide an SMS. And then once a week, you broadcast your bucket list with a piece of content or a sale. That's it. That's all you need to do. Have an opt in pre purchase, have an opt in at checkout, use it in your automation sequences, do one broadcast a week, your solid potato salad, you have 85% of the value you can get from SMS.
Brett Curry:
Yeah. You really go beyond that, it's just going to be tiny little gains. And potentially a difference-
Ezra Firestone:
It's not worth it. It's not worth it.
Brett Curry:
Not worth it. Not worth the effort.
Ezra Firestone:
Just spend your energy acquiring more customers.
Brett Curry:
Yeah, totally. And so those weekly broadcast on SMS, are you doing a mix of promotions and content?
Ezra Firestone:
So those will be content. The best piece of content from the week will drop via the SMS. And then if we're running a sale, that week, we won't send content, we'll send about the sale.
Brett Curry:
And your best piece of content pulling from the way Boom is doing it, it's based on blog, is that right? So you're writing blogs weekly or something?
Ezra Firestone:
We send three pieces of content to our list every week. Maybe it's a long form article, maybe it's a user generated content video, maybe it's a recap from a Facebook live we did. Whatever. We're sending content every week, at least three pieces, long form written articles, videos, user generated content. We've got a whole social media content engagement system. And so whatever worked the best that week, we'll drop to the SMS list. And then every six-
Brett Curry:
Nice. So you're emailing that content initially. So you're emailing-
Ezra Firestone:
Yeah, we're emailing that, we're posting it to the blog, we're posting out to social, we're amplifying it. We're doing the whole system. And then the best shit, we drop to the list, which links over to the blog. And we drop to the SMS list. And then every six weeks we're running a product launch or a sale. So that sixth week will be a promotion via SMS.
Brett Curry:
Got it. And anything you can say about response rates, metrics? How is SMS working in comparison to email? I know it's just designed to be a compliment to email, but anything you can say about stats, performance?
Ezra Firestone:
Yeah, I mean, SMS gets better response rates, but you have smaller lists. And you get way more unsubscribes. So it's-
Brett Curry:
And you got to be really careful about spam related stuff.
Ezra Firestone:
Yeah.
Brett Curry:
People get pretty hot on-
Ezra Firestone:
Yeah. Yeah. There's a lot you got to worry about with that. But basically it works really well, and you should use it as a compliment, and not instead of... And you should do what I'm talking about, which is basically 80/20 it.
Brett Curry:
Not really standalone. You're not going to just be like, "Hey, SMS is my one strategy."
Ezra Firestone:
Some brands do. Some brands do. But I think if you ignore email, what are we doing?
Brett Curry:
Right. For most people, it's just a beautiful compliment, and a way to really increase the effectiveness of email. But it is a compliment. Awesome. So now we're going to move into strategy number five. I actually love this one. I love all of them, this is all gold. But this is something that was kind of an aha moment for me. I first heard about a strategy like this, it was made be Dan Kennedy back in the day, maybe Jay Abraham. I go way back, man, looking at marketing stuff. But you're talking about inventing a holiday. So there's this idea that people need a reason why. They need a reason why I should buy now, they need a reason why your product is better. And sometimes an invented holiday is a great reason why you should buy now. So, talk about invented holidays, and talk about what you're doing at Boom.
Ezra Firestone:
So excuses to communicate are important. And we take everyone we can. We communicate on Earth Day, we communicate on Animal Friendly Day, we communicate on National Dog Day. Because people like that kind of shit.
Brett Curry:
They do. People like it.
Ezra Firestone:
And everybody has a dog, and everybody likes the earth, and so on and so forth. And we do too. And so we are always doing emails like that. Like, "Hey, it's Earth Day. And you know what? We care a lot about sustainability. And these are our most sustainable products, for these reasons." And whatever. And so we're constantly mailing on using the fake or created holidays as a reason to communicate on social and on email. And so we made up our own. We made Pro-Age Month. We are the first people to say pro-age. Now it's a commonly known thing. Now you've got a million knock brands, but we spent 40 million over six years, popularizing the concept of pro-age, back in 2010. And now Allure is stealing it, and it's like we have penetrated the mainstream with this.
Brett Curry:
It's awesome.
Ezra Firestone:
We've entered the zeitgeist with this concept. And so now it's a thing. And so we want to claim ownership of that, because we do own it. You don't never own an idea, but we created that movement. And so we created Pro-Age Month. And the month of August is Pro-Age Month. And we tell pro-age stories, and we've got a logo for it. And we are claiming our rights to the pro-age movement. The pro-age revolution that we started in 2010. And a good way to do that, was to create a holiday around it.
Brett Curry:
Create a holiday, create a month, and people love that. And it's such a great conversation starter and connection point. And if you think about one of the big components of building a brand, is just building that connection and that community. And sometimes odd or unusual holidays do that. And inventing your own holiday, I think it's brilliant. I think more people should look at it. And I think a lot of brands lend themselves well. Maybe it's not pro-age for you, and Ezra owns that anyway, so back off, really. Seriously.
Ezra Firestone:
I mean, whatever. You could say pro-age if you believe in that. What I find, is most people say pro-age and they don't actually know what it means. Which is hilarious. They'll be like, "Pro-age..." this or that. And then they'll have anti-aging skin drops.
Brett Curry:
Yeah. "But cover your gray, and no more wrinkles." Yeah, yeah.
Ezra Firestone:
You've missed the point here.
Brett Curry:
Yeah. Yeah. But inventing a holiday, pure gold, I love it. Anybody can do it. And so highly recommend that as well. So we're getting tied on time, so we're going to have to maybe move rapid fire through some of these or just save some of them for the blog. But number six is, list products on Amazon.
Ezra Firestone:
Yeah.
Brett Curry:
What are you guys doing there for your brands? Talk about that a little bit.
Ezra Firestone:
Amazon will make up 20 to 30% of a good brand's sales. And you're going to miss those customers if you're not over there. And our-
Brett Curry:
Because some people only buy on Amazon. That's just it.
Ezra Firestone:
I mean, yeah. And we waited 10 years to put our products on Amazon, because we could fill the demand that we had with... Our supply chain could barely fill the demand we had from direct to consumer. But once we beefed up our supply chain, and we realized that adding to Amazon wasn't going to cannibalize our direct to consumer platform, we added our main product on there, and it just crushed. It just added 10 to 15% of incremental sales.
Brett Curry:
Immediately. Yeah.
Ezra Firestone:
So now we're adding every one of our products, once every two months, onto Amazon. You guys are running all of our ads over there, doing all of our A plus lists. All we do is do the customer support, and create the assets for the page. You guys literally do everything else. You run all the ads, you optimize all the pages, you handle all the seller support. You do fucking everything for us. So it's great for us, because it's a channel that really works, that we don't really have the expertise for, that you just do for us. I mean, we pay you for it, but probably not what you should get paid. Because I think you give us a deal. But-
Brett Curry:
We do. We do. But, gladly. We gladly give you that deal, for sure.
Ezra Firestone:
Yeah. So it's been really good for us.
Brett Curry:
Yeah, it's been amazing, it's been fun to execute on our end for sure. And one thing we noticed with you, we noticed this with native ... as well, client, friends. And we don't run their Amazon, but we observe. We run their Google and YouTube. Is that there's some expectation that when you launch on Amazon, there's going to be some cannibalization of your store's sales. And certainly that happens some, but this has been mostly incremental growth for you guys, right?
Ezra Firestone:
100% incremental. There's been no cannibalization whatsoever. Which is crazy, because I was sure there was going to be. We sell it at the same price, and some people just like to buy over there. And I think what was happening was a lot of people were seeing our ads on Facebook, going to buy on Amazon, not finding it, and then buying knockoff brands. Because they only buy on Amazon.
Brett Curry:
Buying something else. Buy knockoff. Yeah, we experienced that. That'd be a topic for another podcast. The copycats and the people that were...
Ezra Firestone:
...
Brett Curry:
... really leeching off of your brand name on Amazon.
Ezra Firestone:
Nightmare.
Brett Curry:
But yeah, nightmare for sure. For sure. But we're getting there. So yeah, big believer in Amazon. And what's interesting to me, and this is where Boom and Overtone are set up perfectly for Amazon, is that success on Amazon in the long term, and I think even right now, is based on building a brand. So taking the community building aspect, the brand building aspect that you're doing off Amazon, and do that on Amazon, that's where you see long term success. It's not just hacking the titles and the keywords, and the bullet points, to try to inflate your ranking, or using super URLs, or some other strategy to hack your ranking, but building a real brand.
Brett Curry:
And that's what you guys are good at, and that's what we're helping you with. And it's working. It's working on Amazon right now. So let's talk, and this will probably be our final concept for the podcast, and I'll push the final one, people to go check out on the blog post. But the seventh strategy for growth, is advertising on television. TV? What? Come on now. So what are your thoughts on TV? And this has been fun to watch too, but what are your thoughts on advertising on television?
Ezra Firestone:
I think it's really only for very, very, very mature brands. Because the minimum that you need to do it is 350 grand. Minimum. Just to test. And that's a two month test. And you also have to produce television quality ads. Now we were able to use user generated content. We spent 50 grand on a TV commercial produced by a fancy agency, and at flopped all crazy. And then we made our own ad, based on UGC that we had. And we crushed. So we're much better direct response advertisers than these TV agencies, it turns out. Which we should've known, because we've been fucking running direct response ads for 15 years. Makes sense we would know what would work, versus what they produced. Even though what they produced, it was a whole... We could talk about that another time. It wasn't very good.
Brett Curry:
Yeah. Yeah.
Ezra Firestone:
But it's hard to tell how successful TV has been for us. We've spent about half a million dollars over the course of six months, and I think incrementally, it has been successful. But we're having Northbeam, which is a company you hooked us up with.
Brett Curry:
Shout out to Northbeam, Austin, and the folks there.
Ezra Firestone:
We just turned it off, and looks like sales are down 15K a day since we turned off TV. We'll see. I think TV is great for omnichannel presence. If you're spending three, four, 500K a month on social media ads, you should add in TV at 10, 15% of your budget, to reach more people, and reach the people that you're reaching on social in a different area. And for us, we just turned it off to see how it's going to impact whether we run it or not. And so we're still trying to figure out the attribution on it, and how well it's working. But our sense is that it worked pretty well.
Brett Curry:
Yeah. And that's a great way to test it. Turn it off, see what the impact is there. And it also helps tremendously to have a tool like Northbeam, third party attribution. Brilliant stuff, check it out. And we're seeing some similar things. So first of all, I got my start in TV, radio, print. So I still really like TV. I'm still involved in local TV just a little bit with a friend of mine. But I love this strategy. I think it is for bigger brands. But yeah, if you're spending multi six figures on Facebook ads, YouTube ads, then TV may be something that you check out. But along a similar vein, we're testing now, we tested it with Boom and with a few other clients. Creating some awareness, we call it awareness layer YouTube campaigns.
Brett Curry:
And again, you kind of need something like Northbeam in place, to really see the impact of this. But the idea there, is as well we're just going for low cost engagement, low cost views. We're seeing CPMs for some of these awareness level YouTube campaigns at six bucks, five bucks, which is crazy low. But there's something to be said, and this is marketing 101, old school stuff. If you talk to the right people enough times, with a right message, so right message, right market, right media, you're going to get results. And so obviously you got to be ready for it with budget, and you have to have the tracking in place to really make good use of it. But I love that you guys are testing TV. And I also love the fact that it wasn't the super duper polished stuff that worked. It was what we do. The UGC stuff that did well on TV, too.
Ezra Firestone:
Yeah. It was UGC. And we started doing video view advertising on Facebook, when iOS 14.5 happened, because Facebook lost all its data. So we started running video view campaigns to all the audiences that we used to run conversion campaigns to, to let Facebook build up some data of the people who watched most of our videos. And then we would follow up with those people and run conversion ads to them. And now we're doing that with YouTube as well. And I think that strategy post iOS 14.5 on both networks, where you spend a thousand bucks a day at our scale, running video views, or maybe 10% of your overall spend, is a great strategy. We're doing it at Overtone too.
Brett Curry:
Yeah, that's awesome. Well, this has been amazing, Ezra. So that's seven of the eight tips. Hey, to get that eighth tip, check out the show notes, go check out Ezra's blog, smartmarketer.com, and get that final one. But Ezra, as people are listening, I know we got some super fans-
Ezra Firestone:
I'm cold, man. I'm cold. That's what's going on.
Brett Curry:
You're cold. Then yeah, you need to go warm up, dude.
Ezra Firestone:
I do. I need ...
Brett Curry:
Get your robe, get your blanket, go sit by the fire, or something like that. But for those that are listening and thinking, "I need more Ezra Firestone in my life." How can they connect with you, where should they learn more about you? Where should they do that?
Ezra Firestone:
I'm on Instagram @ezrafirestone, I'm on Twitter @ezrafirestone, I'm on Facebook, Facebook.com/MeetEzra. I'm on smartmarketer.com, which is a blog that I have, I'm on zipify.com, which are my apps for Shopify. But you can find me on social media. I'm on YouTube, all the social media networks. Whatever ones you use, I'm there. You can Google me on there or search me on there. And yeah. Thanks for hanging out, hope it's been some kind of helpful. Appreciate you, Brett. I love that you're between two ferns over there.
Brett Curry:
That's a hilarious show. And you're not the first person to say that. They're like, "Dude, are you between two ferns here? Are you Zach Galifianakis or what? What are you doing?" I'm a little more courteous to my guests and a little more on topic, but that show is hilarious.
Ezra Firestone:
It's awesome, dude.
Brett Curry:
But another plug that I'll make here as I'm sitting between two ferns, is, do check out Smart Marketer. Molly Pittman, John Grimshaw, running that with Ezra's leadership, Ezra started it. But some amazing resources there. Train My Traffic Person. So if you got in-house media buyers, you need to send them through Train My Traffic Person. You get to learn from me too, I'm a faculty member there teaching YouTube and teaching Google. But check that out, smartmarketer.com. Highly, Highly recommend it.
Ezra Firestone:
Thank y'all.
Brett Curry:
Awesome. Ezra, appreciate it, brother. This has been amazing, thank you so much. And see you next time.
Ezra Firestone:
Talk soon.
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