Scale For Impact

Once you realize this, you will never be able to unsee it: Water companies don’t sell water. They sell bottles. This is the story of a “water” company that is worth $1.9 billion. And no, they don’t REALLY pretend to sell water. They know they’re selling the brand. Mike Cessario, the founder of Liquid Death and a former creative director of Netlix had one of those “fun facts” conversations. Only this one would change his life. He once attended a music festival and realised that for some reason, so many energy drink brands sponsor these artists. He asked one of the artists about it and the musician said “Fun fact, we actually fill the energy drink cans with water because that’s what we prefer to drink. But naturally, the energy drink sponsorship looks so much cooler.” (I kind of made up the exact quote, but that’s the gist of the conversation 😜) He knew that he was onto a genius project - one that wasn’t so much about the product, but more about the branding for the target audience - young, edgy, and a little rebellious. Mike co-founded Liquid Death alongside other startup founders in 2018 and has seen rapid growth ever since. Their massively niche targeting allows them to have so much fun with their campaigns and I personally think that that’s their key to success. Their marketing motto is “Go with the dumbest idea, because others are already doing the smart things”. If you’ve ever tried Liquid Death, do you remember what made you do it? #marketing #branding #success

Check out this story about some incredible marketing & business decisions that helped LEGO raise from the ashes and continue inspire not only children, but also entrepreneurs and marketers around the world. 👇 #business #marketing

You're invited for an interactive, LIVE challenge for leaders, coaches and course creators. In just 5 days you will discover the right funnel for your business, build and launch it. You will grow an engaged audience, deliver incredible value, and sell your offer with clarity and ease. The funnel you build in the Launch Like A Boss In 5 Days Challenge will set you up for success and move you closer to achieving your big and audacious goals as a high-performing business owner. 🔥 By the end of the challenge, you’ll have the tools and tactics to build the right funnel for your business. You’ll know how to attract and support your ideal clients. And you’ll have the right strategies to create a connection with your audience so they feel comfortable working with you in the future. 🔴 The LIVE challenge kicks off on June 24th, 2024 (Monday) at 9 AM PT. Shoot me a DM, I'll share all info with you directly! #marketing #business #onlinecourse

The top 3 performing funnels for online courses: ✅ Summit ✅ Challenge ✅ Webinar Here’s how to know which one is best for you. Answer these 3 quiz questions to find out: What is the price of the product? 💰 A. $29-$149 B. $199-$500 C. $500-$2000 Who are you as a teacher? 🫵 A. I have a great network, but don’t trust myself with delivering a large live class myself B. I am a good, confident speaker and can keep my audience’s attention for 90 mins C. I can deliver a transformational experience in a short series of live or pre-recorded videos What about your audience? 🎯 A. I plan to invest in acquisition of a new, large audience B. I have some audience & plan to acquire more via ads C. I have affiliate partners, niche social media audience & my emails are performing well If most of your answers were A, choose a Summit funnel. If you mostly said B, webinar might be the right way for you. If most of your answers were C, I suggest you give a challenge funnel a try. If you want to 🔥Go in depth and identify the perfect funnel for yourself 🔥Learn how to finally make profit on your course 🔥Build a know-how you can replicate for your next launches We’ll be hosting you for a rare 5-day challenge, helping you to take your course to the next level, attracts your ideal customers and motivate them to buy. Join us for FREE and learn how to launch like a boss, once and for all. The registration link is in the comments below! #marketing #onlinecourse #personalgrowth

Hugh Jackman, a relationship therapist, and The New York Times Bestseller chart walk into a bar and… we’ve made history 😂 A few years ago, I got in touch with one of the most impactful relationship therapists in the world, Terry Real. Among his clients are stars like Bruce Springsteen, Gwyneth Paltrow, Bradly Cooper, and - you guessed it - Hugh Jackman. He wrote a number of books, too, but he never made it to the New York Times best-selling list. He said to me: “Alessio, I really want to become a NYT Bestseller… Can you help?” I said yes without hesitation. A huge leap. And the beginning was shaky… “Hey Terry! Why don’t we do a Summit as a means to sell your book?” I said. He was like… Wait. What? How does an event sell my book? And if that’s what you thought… I’ll let you in on that secret 😜 “Look, Terry, we will bring together 30 of the best speakers in the world in the field of relationships and therapy. We will bring together your celebrity clients, we make a big bang together, and we give it out completely for free. And here’s the hook - everyone who joins the event gets a massive goody bag, including your book.” Terry loved the idea. So we started recruiting speakers. We went to the highest levels. Gabor Mate, Marisa Peer, Bessel Van Der Volk, Trudy Goodman, Jack Kornfield. And yes, even Hugh Jackman will come and speak about his own experience with therapy. Fast forward a few months, and we got 60.000 people to join the summit. 6.000 of them decided to upgrade their experience to a VIP ticket, and to pre-order Terry’s book, Us. This led to a MASSIVE pre-order wave, and we upsold different coaching programs Terry was hosting. It allowed us to generate a huge profit, and to make sure the book will debut on the NYT best-selling list in the first week of launch. It’s still one of my favorite launch stories 🙂 I’m hosting a free 5-day challenge to help you identify the right launch strategy for yourself, attract a large audience, and motivate them to buy your course. Are you in? My challenge, Launch like a boss,  starts on the 24th, and you do not want to miss this 😜 Last time I did this, 100s of people built their first funnels with me. This time, you can be one of them :)  I’ll see you on 24th! Sign up via link in comments 🔥 Cheers, Alessio #marketing #onlinecourse #marketingagency

We were recently approached by an incredible coach we deeply admire. (We will keep the name confidential, but we spill the tea on how we made over a million dollars together, and how you can too. Read on) 👇 Let’s call her Ellie. She’s done some great launches in the past and had a good base for her online business. But she came to us and said “Guys, I am ready to take this to the next level.” And there’s nothing we love hearing more than that. 😜 So we got to work towards a million dollar launch. Step 1: Identify the perfect funnel. We decided to go with a challenge to funnel as many people as possible into the client’s audience. We spent $300.000 on advertising and it was an incredibly effective move. Step 2: Get the money back ASAP. We developed a VIP offer, providing the VIP customers with more support and building strong bonds. Not only did we recover a part of the initial investment before we even started delivering the challenge, but over 50% of all buyers came from the VIP experience, so we built a strong pipeline. Step 3: Deliver. Now, we don’t see many people doing this 🤫 but this is an untapped gold mine - we hosted the challenge on Instagram and employed Manychat for automated one-on-one follow ups. This was a great conversation starter and allowed their team to take over these conversations and close even more sales. THIS WAS A GAME CHANGER. The results? $1.7 million dollars generated from a single product. If you’re in the same place as Ellie was a few months ago, ready to take your online course business to the next level, check the comments and sign up for a free 5-day challenge we’ll be hosting. We’ll take you through this process step by step, equipping you with tools and strategies that will launch your online course to the next level AND that you can replicate in the future. See you there. #marketing #launch #onlinecourse

When I was the CMO of Mindvalley, I faced an incredibly difficult task. We were on the verge of completely changing the business model of an already successful company.  And the success of this move relied on my marketing team. In 2018, we decided that the Mindvalley business model needs to evolve from a transaction based business, to a subscription business. The goal was to unify all 40 Mindvalley Quests into one unique subscription, making them accessible under a single membership. Let me tell you - we tested this for months, because if this was a mistake, it could have a massive impact on the company’s future. Eventually, we decided to take the leap and launch. We conducted a massive social media campaign, inviting the audiences across our channels to perform various tasks with a simple promise - the prize will be worth thousands of dollars. In fact, the winner would get access to all Mindvalley Quests for free for a year.  That access was worth over $10.000 🤯 It’s hard to say no to something like this. We had TENS OF THOUSANDS of people joining us in these daily challenges in hopes of winning. And we did find one lucky winner at the end of this week. But here’s the catch… All of the other tens of thousands of people who joined our challenge got a unique opportunity - to purchase this yearly access for the first time ever for less than a $500. They had the opportunity to save more than $9.000 on this membership deal. This launch was a massive success, turning Mindvalley from a transaction based business to a subscription based business and giving me one of the most incredible launches of my career. And if you want to tap into the real potential of your own course, I’m hosting a live 5-day challenge and I’ll teach you how to Launch like a Boss 😎 It’s free, and it will give you everything you need in order to launch your first online course, or scale your existing one. Check out the link in comments for registration and details. Cheers, Alessio #marketing #launch #mindvalley

We bet you owned a pair of Converse shoes at some point in your life. Maybe you still do! But have you ever heard about the marketing spin that saved the brand? Converse was founded in 1908. It was initially successful, especially during the mid-20th century when its Chuck Taylor All Stars became the dominant basketball shoe. However, the brand faced challenges as competition grew in the athletic footwear market, particularly in the latter part of the century. Rising competition from brands like Nike and Adidas, along with shifts in consumer preferences and market dynamics, were brutal. By the turn of the 21st century, Converse found itself struggling to maintain its position in the market. While it was a cultural icon, the finances didn’t add up. In 2001, Converse faced bankruptcy. Things were so bad that they were acquired by Nike in 2003. And then… a key marketing moment… the “Made By You” campaign, launched in the 2010s. From everyday people to cultural icons like Andy Warhol, everyone had a tale to tell through their Chucks. Celebrities shared their colorful, handmade shoes, giving Converse a viral momentum once again. The results were clear: Converse experienced a resurgence. Sales skyrocketed, and brand engagement reached new heights. The rest is history :) What did you think about this campaign? Which product would you love to customize? Tag the brand! #branding #marketing #business

“Most consumers CAN’T NAME ONE BRAND they feel connected with or who they believe understands them” 2023 research shows. (🔗 link in comments) WOW. As marketers, this is nothing short of heart-breaking. Here are 3 super simple things you can do today to overcome your customers brand fatigue: 1. Make it personal to you - sorry to burst your bubble, but if you’re a CEO that isn’t the loudest advocate for your product, your customers will disengage with you too. CEO’s, stop scrolling social media - start creating! Rockstar example: Sara Blakely (she’s mostly active on Instagram, and she’s killing it) 2. Stop dismissing community building initiatives. Hell, you start the conversation if you have to, this is important! People no longer give you the benefit of the doubt just because your product is great. They want to feel like they belong somewhere. Great brand example? Canva! Absolute game-changer in making people feel like they belong. 3. Now, I can’t stress this one enough - STOP PRETENDING. When you read the research I mentioned, you’ll find that 75% of people feel that brands in the same sector are all the same. Yup, even yours. So how do you get away from that? Gain absolute clarity on who you’re for, and double down on becoming as authentic as you can for that consumer.  Not for them + some others, not for them AND them.  For one clear group of humans. Great brand example: Peloton - of course they know you can get the bike cheaper. Do they care? Not really. They’re just dancing their own dance, and boy does it work! What’s your experience, is your brand managing to build a loyal base? Let us know what you do to succeed! #marketing #branding #marketingagency

“The way you present a price is significantly more important than the price itself.” The way you showcase your price might be costing you thousands in profit.  Believe it or not, this is true for everything from beer to your online courses. Let us prove it to you by 3 simple hacks that will change the way you present your price, and increase your profit at the same time: 1. Give customers a choice. “Buy a course + bonus for $49, or regular course for $39” - This gives your customers a chance to compare and feel like they’re getting a steal either way. 2. Remove commas from the prices on your websites. 1,200 looks more expensive than 1200. 3. If your product sells emotion, show the price in smaller fonts. You’re getting a “TRANSFORMATION”, not a course. The price becomes just a piece of information. We applied these small hacks for every launch we did in 2023, and we made our clients over $10mil. Thoughts? #marketing #agency #digitalmarketing