This is a follow-up post by guest columnist and one of the best marketing strategists in the world, Kevin Rogers…
Wow… that was fun!
On Monday I showed you guys what I call the Rebel Yell statement – a deceptively simple two-sentence exercise that provides the ultimate clarity on…
WHO you are,
WHAT you sell,
WHY you sell it, and why it is
WORTH whatever you’re charging (and more!).
Nearly 200 of you took the challenge and filled in the template to create you own Rebel Yell statement…
And completely kicked its ass.
I was blown away by the creativity of your statements and by the awesome diversity of this community — of which I’m a proud, longtime member.
You guys Rebel Yelled about products ranging from a Christian business owners group, to an artist selling paintings of Ireland, to a mom who created an organic hair product that tames frizzies in babies with biracial hair types!
So, in case you ever thought there was no niche out there for you, or that your product was too complicated to sell simply…
… a small army of forward thinking people just showed you that nothing is difficult if you refuse to let it be.
By now you’ve probably realized that, like our fearless leader Ryan, I live to teach and I’m all about action.
So I’d be tormented if we didn’t take the incredible energy and momentum we’ve created together with the Rebel Yells and put them to work on actually making you money.
That’s right… this deceptively simple little statement does more than just sum up your story with a tight backbeat so people can sing along with your song…
… it is the very floor on which people will dance to your music.
And to show you how it’s done, I’m going to do a speed critique of one of the greatest online success stories of all time.
We’ll break down exactly how this tiny business started in a dude’s apartment, went on to register an estimated 200,000 paid members to its website in just over one year.
The driving force behind this thriving success story (and the part that should give you a skin-tingling jolt of encouragement) is…
This will be especially exciting if you’ve ever felt lost about which of the overpromising internet money tricks you should be paying attention to now.
You’ll see why the shackles of information overwhelm you’ve been feeling trapped by are, in fact, real.
And in this breakdown you’re going to see why the quickest path to freedom (and a lot more sales) is to follow…
The Four Laws Of Simplicity
1. Keep the message simple.
2. Keep the product simple
3. Keep the process simple
4. Keep your voice consistently simple
That’s right… the less you do, the faster you will succeed.
OK, now let’s rock this case study…
The wild runaway campaign we’re looking at is for Dollar Shave Club. You’re probably familiar with it.
I used the founder, Mike Dubin, as an example of a Rebel Yell in the previous post. It goes like this…
My name is Mike, I love a clean shave but was fed up with paying through the nose for razors. So I created a simple subscription service that delivers quality razors right to your door for one dollar a month.
A few of you commented that you visited the website and immediately signed up for the service (no, I’m not an affiliate)…
That happens a lot.
Their YouTube channel is littered with comments saying things like, “I signed up just because this video is so awesome.”
But I want to make an important distinction here: While DSC did make a hilarious video that quickly went viral, that is not the real reason for their massive success.
And no, you absolutely do NOT need to create a video that gets millions of views to mimic the success of Dollar Shave Club…
… because while the video is great, what people really resonate with is THE STORY that the video tells.
And that story follows the same simple formula you used to create your Rebel Yell statements…
WHO you are (Mike Dubin, founder of DSC)
WHAT you sell (“F**king great” razors)
WHY you sell it (because store bought razors are overpriced) and why it is
WORTH the price (it’s only $1)
The message is indeed very simple. So…
Law of Simplicity #1 (simple massage) – obeyed.
The product is also super simple. You have three options; two, four or six blade razors. You pay one fee every month and the razors appear in your mailbox.
The Dollar Shave Club simple offer
Law of Simplicity #2 (simple product) – obeyed.
The process is overwhelmingly simple.
Are the razors arriving faster than you can use them? Click here to start getting them every other month instead.
Dollar Shave Club.. simple process
Want to add shave butter to your next order? Click here and we’ll toss it into the box for you.
Dollar Shave Club.. simple add-ons
Want to cancel? Click here and you won’t be charged again.
Dollar Shave Club… simple cancellation process
Law of Simplicity #3 (simple process) – obeyed!
And finally, their message is consistent throughout all of their material.
From banner ads to emails to packaging, the voice is always clear and strong.
Sample ad by Dollar Shave Club
Sample email from Dollar Shave Club
Dollar Shave Club packaging
Law of Simplicity #4 (consistently simple voice) – obeyed!
Now, can you imagine how much easier life would be if you were able to simplify your product flow like this?
If you created your Rebel Yell statement, then you’ve already completed the first step! And what did it take you? Five minutes?
Planning the rest of your funnel can be just as fun and easy — if you let it.
Why Traditional “Branding” Is Dead
In case you didn’t know, there has never been a better time than now to be an online marketer. That’s because for the first time ever…
The little guy has the greatest advantage!
See, the entire concept of “selling” has shifted from one of browbeating and intimidation to transparency and relationship building.
Those behemoth companies looking down from ivory towers are stuck in the old way of reaching customers by “branding” a product or a business.
You know, where they slap a pretty logo on some goop or gadget, plaster it onto every bus, taxi and billboard in the country… then wait for the sheep to flock toward the bright, sparkly object.
Here’s the problem for traditional ad agency brands… the buyers are no longer behaving like sheep.
Now that the internet has given us unprecedented access to people and things (like celebrities on Twitter and even top secret gov’t spying documents) that used to be accessible only to the privileged few…
… we’ve gotten pretty damn good at spotting the genuine article from the cheap knock offs.
Expensive logos and empty hype won’t cut it anymore. We have the power to research, review and compare right in our front pockets twenty-four seven, baby.
We expect a good deal, an honest promise and fair treatment… or we’ll do our own advertising about your products — 140 characters at a time.
So, while the big brands are trying desperately to figure out how to “engage their key demographic” in this new reality… (and failing epically along the way)
… us savvy, bootstrapping online marketers have been here in the trenches building our businesses one customer at a time.
And by starting small, we have the freedom to treat our customers the same way we like to be treated.
We get to interact in real time… we get to know each other in blog comments and on Facebook… we get to meet face-to-face at events.
There just isn’t any amount of “branding” that can match that.
Branding is what you do to sheep.
The type of branding us value-driven marketers are doing today needs a better name…
Let’s call it… Blazing!
Blazing is simpler, blazing is cleaner and blazing clears the path that allows us to build relationships with our customers.
Blazing is to branding what texting is to faxing.
What Bono is to Bieber.
What Amazon is to Wal-Mart.
And just like you quickly and easily Rebel Yelled your sales message…
You can just as simply blaze your web page, blaze your videos, blaze your products, blaze your leads, blaze your lists… and while you’re at it, you can even go and blaze yourself!
In fact, Ryan and I think every one of you should be blazing yourself right now!
And we’re so passionate about this that we’ve started blazing some of you behind your backs.
We’ve chosen 5 of the very best Rebel Yell statements from last week’s post and we’re giving them Blaze Page Transformations.
It’s true… Ryan and I are personally digging into your landing pages and performing complete blazing web page makeovers for five lucky business owners who submitted Rebel Yells last week.
And we’re going to reveal them on a live webinar this Wednesday night!
You might be one of the five Rebel Yell action-takers we’re immortalizing with a custom made BlazePage, but believe me, everyone will be rewarded heavily for attending the webinar.
Ryan and I were so inspired by your incredible response to the Rebel Yell statements…
… that we’ve worked non-stop behind the scenes this week to come up with a way to take that momentum and send it through the roof.
We agreed that we would only present something if it was guaranteed to smash our already sky high standards. And man, did it ever.
We’re going to show you how a BlazePage…
- Immediately wins attention from your visitors
- Sparks a deep connection with your best prospects
- Makes you stand out in any niche
- Converts higher than any other landing page out there
You will see how to instantly transform your business from mediocre to amazingly simple (and profitable). And why blazing will be the ONLY way entrepreneurs will run their business from now on
This was a follow-up guest post by Kevin Rogers.
SHARE YOUR THOUGHTS AND COMMENTS BELOW.
ARE YOU READY TO START “BLAZING”?
P.S. If you enjoyed it, please help spread the word by sharing, liking and tweeting.
P.P.S. If you’d like to experience the blazing transformations, register for the free training here.