#123: How to Build Your Online Tribe in 2021

Unknown Speaker  0:03  

Hey everyone, it’s Norman Farrar and welcome to another lunch with norm. The right mantra.

Unknown Speaker  0:18  

Let me do that again. Hey, it’s Norman Farrar here, aka the beard guy. And welcome to another lunch with norm Rise of the micro brands. There. That sounds a lot better. Can you tell that I was stressed? Yes. Our Wi Fi is cut out a few times today. So I’m going to apologize in advance if it does. This will be edited. But let’s see. Where is Mr. locales?

Unknown Speaker  0:43  

Hey, yeah, sorry about that. cut you off a little bit early this time, but part of the fun? Yeah, yes. That’s got to replace my part of life. But uh, yeah. Welcome, everyone. hope everyone’s having a good Friday. Thank you. But yes, if you’re new to the show you we are doing our Facebook group that is always available. It’s lunch norm, Amazon FBA and e commerce collective. I’ll put the link in the bio in the description box, as well as if you are interested in any Full Episodes or daily episodes, you can go over to our YouTube page. Norman Farrar, that’s where all the good stuff is. Welcome, Manny. Welcome Andrew Andrews in Brazil today. Nice. But yeah, how’s everyone’s? How’s everyone’s Good Friday going? What do you have plans for the weekends? What are you excited about? We’d love to hear in the description box as well. If you’re watching from YouTube right now, hit that subscribe button, smash those like buttons. We really appreciate it. As well as take some time to go into our Facebook group, and answer a call about show notes. Where are you interested in show notes? Where do you listen to the or where would you like to read them? If you had the opportunity? What do you want to see in them? We’re just looking to overhaul everything. So yeah, let us know. And I think that’s the

Unknown Speaker  2:07  

end of the podcast, we’re gonna talk to you about our biggest contest ever. Oh, yes, yeah, we’ll get into that. But right now, I’m going to be talking with a buddy of mine. And really interesting guy named Daniel de Massa, he’s the founder of die epic. And we’re gonna be talking about building a tribe. So I don’t know, how big of a crowd we’re gonna have is Good Friday here. And we’re also going to be doing this on Monday, by the way. So anyway, we’re going to push through, hopefully, we get a huge ton of people asking questions, because this is gonna be incredible how to build your tribe, how do you build your community, and have people interact, similar to what we have to do here on lunch with norm. So building that Facebook group and just getting people to, you know, talk with us. So, that being said, if you have any questions, send them over to the comment section. We’ll get to them as soon as we can. Or we’ll publish them on our community. And for now, let’s sit back, relax. Grab that cup of coffee and enjoy the show.

Unknown Speaker  3:17  

Harry is Mr. D. Let’s go on are so amped to be on once again when your great podcasts.

Unknown Speaker  3:24  

Oh, yeah. Now, Daniel, you’ve been on? I know this guy. And that’s been a great podcast you Andrea lake. Also, we’re what went on to the the podcast and, man, it is one of the most downloaded podcasts that we have. You tell it to everybody, don’t you? Hi. Yeah, right. Yeah. So anyways, you got to check it out. People love it. People love Daniels story. I still got to get in with that speeding ticket thing, you know, the app. Now you gotta listen to the podcast to understand what we’re talking about. Anyways, Daniel is a friend of mine from Fort Lauderdale. We meet at least once a year, we have some cigars together, not one, maybe two, when we do meet, and we just have a great time. And by the way, Daniel, one of the great things about what I love doing is networking. And you know, we met at a party, but we talked and all of a sudden you know, we became friends and you know, it’s it’s great. I mean, it there you go with networking. Again. Just find out about people talk about ask people rather than just talk about yourself, right? Yeah. So true. Let’s talk a little bit about you.

Unknown Speaker  4:45  

Gotcha. So for anyone who’s new here, again deal de Massa, down here in beautiful South Beach, Miami and I am the founder of both the DI epic and the live epic brands and some smaller ones started off as apparel brands, but that’s kind of spun out of control as much tribe grew and now I’m picking skydiving parts and gym bags and all sorts of weird crazy things I’d never in a million years thought I’ve never be doing

Unknown Speaker  5:09  

I should mention too This is a minor detail but between you and your partners, how many t shirts Have you sold?

Unknown Speaker  5:17  

So between the four of us were well over a billion dollars in T shirts sold. I am the lowest on the totem pole and I am proud of it I couldn’t be happier the lowest man or person on the totem pole you know I’m a little self conscious because it’s this company is called teacher with to two weeks so teachers we teach people how to start t shirt brands. So we have Andrea Lake who had the sales right to call of duty Walking Dead I mean mind sweeper or my Minecraft all the biggest video games just absolutely crushed it. She was so big selling t shirts that when you go to a store in the mall, she would count what percent of the walls rehearse like she was that you’re insane. We have Dan from tap out who’s an awesome entrepreneur we all know that brain which he exited. The next day is Griff from combat flip flops. Now if that sounds familiar, they app they’re a bunch of military the Army Rangers that went on Shark Tank using their kind of Ranger know how or whatever high elite military they are. And they just watched every episode took notes on what worked so crushed shark tank and now they’re on all of the best of Shark Tank videos. And then there’s me Mr. Nobody who’s never been on the TV where all three of those have it do three rock stars have been on TV so I got a chip on my shoulder. I gotta get on TV when these days.

Unknown Speaker  6:35  

Well, well, you know, I’m sure you will be I’m sure you will be maybe after this podcast. Alright, let’s talk about building tribes and communities. This is huge. First of all, I should mention that we do have a giveaway and the giveaway Daniel, what is it?

Unknown Speaker  6:55  

We’ll do $100 gift card anything die epic are based on our site die epic calm, which we have live epic Bluetooth speakers of the best gym bags on Earth, whatever you need. We’ll give that to the winner.

Unknown Speaker  7:05  

Okay, and how about we just use hash tie hash tag, die epic. And if you tag two people on this podcast, you’ll get an extra entry. How’s that?

Unknown Speaker  7:17  

That’s great. But I have to warn you. So one of my major KPIs is how many people are using my hashtag that’s kind of what will lead our to kind of perfect segue into building tribes and brands and that good stuff. So I will have to warn you. It’s a pretty busy hashtag, we’re, we’re well over 100,000 people using it. So hopefully, we don’t have to search too hard to find the posts. Well,

Unknown Speaker  7:37  

you know what? How about we just change it? I okay. I want Daniel there. I want Daniel hashtag I want Daniel Nia got it. I like it. All right. Okay, so let’s talk about dyadic Where did that come from?

Unknown Speaker  7:57  

So I never wanted me to teach her guy never in a million years, more of a more of a tech guy. And I actually would just make t shirts for myself that just said die epic on it. Huge adrenaline junkie, so I would, you know, get up 3am here, Miami, drive down to the key wesco for a 7am boat leave to go dive on shipwrecks. Or I just did a crazy, you know, 100 a two mile skateboard race is always out of my comfort zone. And just my whole life being out of my comfort zone. I always just wore shirts for myself that said die epic never sold them. They were just two words that motivated me and the correct terms actually live legendary die epic. And that’s saying it really just kind of spoke to me. So I started making shirts for myself. Occasionally a couple of guys and gals would come up to me asking you to buy it and then like, Oh, it’s just my silly shirt, you know? Thank you. So then pack bar, this actually back the Jersey Shore, you know, get your jokes ready. And I was with some lady friends at a time and I see these really monstrous huge guys coming over kick my butt like I know when you’re in trouble they’re pointing at me. They’re getting their buddies are pointing at me and I like put my drink down. I’m like up belong to get my butt just straight. These guys are monsters. So they keep pointing at me. I’m like, Alright, well, either can get my butt kicked from these girls like a wuss. Or I could go walk over to get my butt kicked in front of these girls. And I’ll still be at least on my bucket, but least I’ll look like more of a warrior. So I’m like back a man over there. And I go over there and then you start to see where they have tattoos saying I should have told you yesterday. And it gets a little bit you know, I’m like, Oh, here we go. Probably should check my underwear. Well, turns out they were what the main leader was one of the rock stunt doubles. So that’s how big and tattooed we’re talking. They were all stunt men and they just love the shirt. And that’s when it hit me. I was like, okay, so they’re not going to kick my butt. These people really, really want to sell me sell them some shirts, and if I don’t, they aren’t going to kick my butt. So that was the lightbulb moment. I also want to do a big part for charity. So that’s kind of where the lightbulb went off. And you know from there and then the little embarrassing thing is at the epic Instagram was my personal Instagram account. There’s pictures of pages. Hanging out my dog, you know, if you go back 1000s of photos ago, and then next thing you know, it turned into, you know, a global brand.

Unknown Speaker  10:07  

Oh, fantastic. All right now you said 1000s of photos ago. All right, how? How are you starting to cultivate this tribe and grow it from a couple of stunt doubles to where it is today?

Unknown Speaker  10:23  

Great question. So, everyone has KPIs, you know, and most people it’s, you know, average cart size, monthly reoccurring income. And I, we all can ramble off our top 10. But for some reason I did hashtags and jokingly tattoos, so hashtags and tattoos. And when you’re, you know, I never asked people to First off, let’s set the record straight. I never asked him what to get a tattoo, I would never do that. We’re not a cult or anything like that. These are just fans. And it was more of the hashtag one. And the reason being is I you know, I’m deeply embarrassed. You know, my past life, I was electrical engineer. So I’m very analytic, very tactical. I don’t tell people that normally. So when I’m studying these brands, I just wanted before I launched, like, what makes tap out, for example, successful you How can I, you know, all these brands are private? How do you know if they’re being successful with their tribes like? And of course, the answer is hashtags. So I started looking at brands, and I would write down all their hashtags. And then I would get a tool again, big, big tech guy, I found software that could track their hashtag usage. And I could see who’s basically paying for fake followers do they have zero or it’s not going anywhere, I could see brands that have a lot of followers, but their hashtags are through the roof, kind of like mine, because the real people real adrenaline junkies or engaging with it. And that’s when it’s like, okay, haha, this is kind of the lifeline of your brand, because they will use your hashtag to show you photos of them happy in their gear, maybe to complain, you know, that was really the focus. And she is not paying me to say this, but Andrea lake has a company called sticker junkie calm, and she has the cheapest stickers, they’re just black like this are long, and they’re perfect for a hashtag. So I would just grab those, put them in stuff as many as I could per order given everyone when I went to a show, I would just hand them out for free. I mean, we’re talking maybe 510 cents, so even if I spent 30 bucks all day to show handing them out. But that was just to keep people that Top of Mind hashtag diabetics, they kept using it. And now that again, more light bulbs are going off, you can connect with them. You can see like the gear repost or photos, you know, all that good stuff.

Unknown Speaker  12:27  

Now, let’s go back to the tattoos. There’s a lot of you know, you know that you have a pretty successful brand, when people will go out of their way to tattoo their body and tag you. So how many people do you think have tattooed by epic on their body?

Unknown Speaker  12:46  

Well, we’re talking hashtags so you know what now they are different per platform. So you’re not going to like I get one of our influencers is big on Snapchat, but it’s a shame because I can’t like share those but right now, full transparency. I mean, if you go to Instagram and type in I think it’s like hashtag die epic tattoos. Whenever I repost them, I do try to again, Mr. Hashtag. I think I do hashtag tattoos or hashtag tats, something like that. So it’s probably I don’t know, 50 100 just there. But um, and then I also like to ask for permission before I put them out there. But it’s definitely hundreds and hundreds. There’s not an exact count. But the craziest one is when I saw a girl in Russia, who had died on one calf epic on the other calf, she only spoke Russian, I only speak English. I’m looking at Instagram. Luckily, we’re a bunch of sophomores hanging out here in South Beach. There’s a lot of, you know, Russian population. So they’re translating it. And it’s crazy. But the fact that girls who’ve already been to the states are in Russia tattooing this on their full legs. It’s just blows my mind.

Unknown Speaker  13:46  

Yeah, and I know that. During our last podcast on I know this guy. We checked it out. You know, we went on and we were looking at these these hashtags. And sure enough, there was tons of them, I think. I think you’re, you’re being very conservative at hundreds. I mean, there are, there are tons. Let’s put it that way of people with die epic. And I don’t know about you. I don’t think anybody’s gonna put soap club on there.

Unknown Speaker  14:16  

You never know I in high school. I had a buddy and I swear his dad had a Microsoft that too. And that was a big deal. We weren’t in a tech town. We were in a little rough area in New Jersey and this so you never had a Windows tattoo. You never know.

Unknown Speaker  14:28  

You never know. Maybe we will get somebody was Yeah. All right. Let’s talk a little bit about building that tribe online. Where do you start? So a lot of people that are listening today, Amazon sellers, about a third of our listeners are probably new to Amazon, and then a third, a third medium and then advanced. Your new why is it important first of all to be online and building a tribe.

Unknown Speaker  14:56  

Yeah, that’s a great point. And I’m I’m starting to get a lot of requests to start to consulting. in this space, and I have to break it down again, I’m very tactical. So there has to be, I have to be able to prove on paper that it really does, you know, make money is worth the time and energy. And the way I look at it is let’s talk commodities. Man, you guys love to watch this are big in the Amazon world. And I was at a klaviyo talk. And he said, you know, if you think the last 10 things you bought on Amazon, at least half of them are commodities. I don’t know what paper towels I got from Amazon, you know, I don’t know the brand of toilet paper toothpaste, I just don’t know, whatever is on sale. The next step is actual brands, you know, do you want to be something where it’s a even Kleenex, for example, is a well known brand, or something where now you can charge a little mark here established, well known, trusted brand. And then I take it a step further with these tribes, you know, a community now and here’s how I can kind of prove it a business way. Let’s pick on Tesla, we all know Tesla is a huge borderline cult like they call them. If you were to right now, first off, Tesla is an advertiser that proves my point already. That’s how great of a tribe they built. But if you were to start bashing Tesla online on Facebook, how quickly will the Tesla fanboys and fangirls start commenting and protecting them? and saving him? You know, so it just there, you’ve proven it not to hire a social media manager? Almost, you know, if you’re doing a $500,000 ad spend on Facebook, and everyone’s using the bad emojis? On? Was it the angry emoji? Or the laughing emoji on your ad? or talking garbage in the comments? And your tribe? Isn’t there naturally say, No, I love this product, here’s a picture of me in it. Just think of how that’s gonna affect your ROI period, you know, so, it really does. You know, I just tried to reset everyone’s mind. I know, everyone wants to hit the million mark 10 million mark, billion dollar mark. But I just think very simple as a thermometer when I mentor new brands, and I say just focus on you, let’s pick on my hashtag. In the beginning, it was myself using reposting photos to explain people a hashtag die epic is and how it’s all about living legendary. Now, I if I break my phone and ever touch a computer again, people will still be using the hashtag, and they’ll still be telling that story. And when your customers are telling your story better than you That’s it. That is what you want in business stop chasing 14 gold plated do play the Lamborghinis I get it. Well, you know, that is something tangible, actionable, and it’s going to give you a real brand.

Unknown Speaker  17:18  

You know, I’ve got a partner in the chat agency called know His name’s Paul Baron. And he has a brand. There swim diapers, okay, they’re just swim diapers. Very seat. Well, they’re seasonal, very competitive. And all of a sudden, people started coming and listening. And he had this influencer following so customers became influencers, the influencer, became the brand ambassador. Now, for the most part, when he has anything if he needs anything, well, in the last three months, he’s got 2000 images of people with their kids, were those you know, and a lot of those are, are tagged over to him, right. So then they have this other? Well, I’m talking about them, the brand ambassadors, they’re paying to be a brand ambassador. And I don’t mean that they have to pay a membership. But they’re paying for the product, they might get 25 or 50% off. But they’re under contract, to do X number of images, a video of content, or whatever it is, but they’re actually under contract. And they’re passionate about the product. Now, can you imagine having 100 or 205,000 people passionate about your product, and that will stand up for you. And if somebody does have negative like reputation management, somebody comes online, like you said, and smashes you for something, and it’s fake. And you have these people that are going to come back and just basically defend your honor. You know, how what better Can you do and what what better is there?

Unknown Speaker  19:04  

Yeah, exactly. It’s it’s a multiplication factor. Because not only that your, you know, manage your brand reputation for you. They’re your best sales people. They’re not your social media managers, because they’re giving you all the content. And just think when you’re starting out again, I’m picking on myself when I just had hashtag die epic. And the cool thing is I can prove no one ever used it before me so I own the word trademark domain, all that good stuff. No one ever used it. So I’m trying to you know, if you go back five, six years, you know, you can start by just start building your tribe in that space. So for me, of course, adrenaline junkies, so I’m just reposting. I’m commenting I’m engaging with adrenaline junkies, and again, stickers are cheap. That’s one of the biggest keys to success. Stickers end up on skydive helmets they end up on motorcycle helmets laptops at coffee shops, they everywhere back of phones is my favorite one. I see my my I made a little helmet stickers. I should call them phone stickers because they end up on phones more than helmets. But again, that’s all very, very cheap. People see that and that’s just how you start to get sparked ride an epi install anything yet but now that those stickers are out there, eventually the lendup as I mentioned all these places that people will send pictures and then you repost it and now you’re starting to mix in where it’s just photos of other people you’re kind of shouting out to things with your products name, it’s just stickers to start and it’s like a snowball going down the hill then you start getting the first couple of people in your shirts and then it just kept speeding up until I remember the day I get goosebumps right now talking about it. I remember the day I could show Dan my now business partner from tap out a guy in a diet picture over the Dubai islands I still have goosebumps right now just thinking about it you know there’s no name kid from New Jersey and all sudden I see my shirt on the most beautiful shot of all Dubai guys skydiving I’m like whoa this this is real and that wasn’t because of a huge ad spend budget I’m no one famous you know, just just going out and building that tribe with a slow roll the snowball down the hill. I think the ultimate would be seeing normally the gnome yes shirt dye epic t shirt I like hey I’m the one I want to start normally the month calendar so hey yeah, that would be something I by the norm subscription box get a new sticker every month have a gnome doing something cool. See

Unknown Speaker  21:13  

just go like then. And you know not that I’m just thinking where are you getting the stickers from hashtag Andrea lady.

Unknown Speaker  21:24  

I swear she she should pay me to say this but no she does. She does has that you know because i get i My Favorite Things. I do a lot of mentoring. I love the day what like when you try to find a mentor your day one everyone was blow you off. You know, I love being the only guy that’s willing to help the startups out but nothing because I can tell them hey, go buy $100 and stickers and start there. You know go get some traction, go get your hashtags Don’t worry about sales day one build that following social media pages are free. You know, one of the keys to my success was you know, I remember when now do not do this. I was on a clubhouse yesterday saying do not do this. Do not do this do not do this. But we all remember those Instagram bots, right? If you did them right in the beginning. This is where you know, I’m just one person. It’s kind of like when you’re fishing the barber hit, then you come take over. I would reach out to people using certain hashtags or influencers I would do a really heartfelt message. It wasn’t a bunch of emoji spam, you know, really heartfelt message. And it would get people to reply then that was it. I took over and I could start one on one engaging these people. And so I ended up making like 100 Instagram accounts. I made you know, Instagram accounts for you know, maybe skydive chicks verse, motorcycle, dude’s verse, you know, scuba divers and everything else. But that was all just kind of promoting doing anything I could to get one to one with adrenaline junkies that were kind of interested from there, you know, again, I know there’s a lot of shop find Amazon people, but in general, I’m a big Shopify guy. It’s way too easy now that they have these affiliate or Ambassador tools. I’m good buddies with the founder of reversion the Shopify app I use. I’ve usually dyno in the past, which is nice and cheap. But these are just simple tools you Shopify site, you pay a small monthly fee, and then they take care of all that headache for you. They will give you the promo codes for unique promo codes per person or unique links. For example, I would give norm year die epic comm slash door. So now if he shares that and brings me the new people new eyes, of course, I would pay out a small cut. So this is another part of that stuff first phase, once you have enough revenue to be able to afford it, because you will lose some money, you know, maybe lose 15 20% of every sale. But if you have an established brand, you really make your customers happy. They’re gonna keep coming back so you can make more money in the lifetime of the customer. So that’s another two

Unknown Speaker  23:38  

apps that you were talking about moolah. We’ll put them in the show notes.

Unknown Speaker  23:42  

So I have re version of and that one’s a little bit more expensive, kind of like enterprise grade reversion. RTF er as IO n Li dinos cheaper. I know Andrea, she has one she’s a big fan of that she just swapped to I can ask I think it was like f pro or something else to ask her. But you can go on Shopify marketplace, for example, and just type in your affiliate type programs. The one thing I did learn is it was a very, very bad jump going from lead diamond to reversion and explain why those unique links are baked into some influencers, YouTube videos, they may five years ago, they want to get paid on. So we do a lot of research before you jump in bed with one of these app programs because it is you don’t want to be the person has to tell 2000 ambassadors Hey, bad news. All your links are gone. Oh, yeah. And you know, you dropped a nugget just a little while ago. And I think we did it so quickly. But it’s so important is the presale. So I’ll get questions on. I don’t have a my Amazon is my Amazon products on the water. Why should I do any social media or why should I do a press release? Why should I create a Shopify account and this is all pre launch. You want to be the authority you want to be build trust, you know, and like you said, just build out those hashtags, and get some content on it. I know. Like, what even with what we’re doing no, so podcast, it’s still we’re, we’re trying to get out there. Kelsey, just, you know, had to get the word out. And we had no content, zero content. But it was a pre launch. Just like, you know, if you’ve got an Amazon product that you’re selling, I like during launch, the pre launch period could be a month back, it could be two weeks. But if you just launch a product and say, Hey, today, I’m selling garden gnomes. Who the heck’s going to know? You know, and at least if you have that, you know, going for you, people will know that you’re selling because they’ll type it in and you can drive traffic over to your site. Oh, and here’s Connie. With more coffee. No, I’ll take. This is my buddy Daniel. There we go. No, she, she is waving. She’s off camera. You’ll have to meet her one day. I won’t smoke a cigar with us. But don’t worry, my Julie’s in there. She’s like, I can’t wait for this to be over. So I go talk to norm. So don’t worry, she wants me off this so she can hang out with you. Well, and she’ll smoke

Unknown Speaker  26:23  

a cigar with. I know that. All right. So yeah, just I just wanted to talk a little bit about that, because pre launch is so bloody important. And it’s just something that nobody really talks about. You don’t have to spend 1000s of dollars, but you have to be in it. Here’s another topic. We can talk about consistency. You have to be brand consistent, right? Yeah. Like with die epic. I’m sure that you don’t have people you know, bastardizing your logo, it’s die epic. It’s that font, you probably have that spelled out. I mean, if people put it on their body and they want to do Helvetica Okay, well, what can you say? But your logo is not something you play with is consistent is

Unknown Speaker  27:10  

actually well funny. You should say that. You’re gonna you’re gonna make me turn red and I’m wrong.

Unknown Speaker  27:15  

No. So what what part of my like, I like to give company I like you though, it’s hard to turn companies to make him seem like a person. Right? That’s the thing. We have these cold companies ones and zeros, profits loss spreadsheets. And I do like to make companies you know, more lifelike, more, you know, as I build my tribe. So the reason I say this is not for I guess kind of funny. We’ll call it ironic. Maybe. So just like yesterday was April Fool’s day so I can go, I’ll tell you at the end. That’s all the fun stuff our brain did for April Fool’s Day. But we on our little skulls, I think you can see behind me, we put a joker hat. And so we’ll update our website just like Google you know why why reinvent the wheel I know Google’s knows what they’re doing. So we’ll have we have our cute skull with a this late. Let’s see we the labor levy live Lee Liberty crown we have of the American Top Hat, all these cool fun things. And the reason I bring that up is when people get that tattoo. Sometimes they Google dyadic, the tattoo artist and they tattoo the wrong one, they’ll tag demo. I’ve seen it on the hash tag. And I don’t ever want to call them out or tell them and I just because you’ll see on like hashtag die epic tattoos. You’ll see that some of these themed die epic logos. And I just gets like, oh, man, I don’t know what to say. But that’s the only bachelor’s issue that I but that’s an interesting problem that we have. But I do like to do because it keeps it fun. It lets people know you’re a real live brand. There’s people behind it. And it’s not just a cold profit driven only you know, they don’t care about their customer type of brand or they’re more comfortable giving you their credit card to someone they see is so updated and cute. That even has a weekly logo change.

Unknown Speaker  28:53  

Right? And I can see doing that. No problem. Oh, and by the way, take a look in the comments and see if you know anybody in there.

Unknown Speaker  28:59  

Oh, I think I saw Chris pop. Oh there’s that troublemaker. Yeah, he’s in Fort Lauderdale. Yeah, he got a promise as you’ll come down on his boat, but uh, and I did see a comment come in about April Fool’s. So I got to bring this one up. You know, you guys are the first to see this. Whoever is on this live is the first to see this. So one thing you shouldn’t do is build a crazy tribe and then piss them all off. Right? Well, guess what I did yesterday. For fun. We do this we troll little bits or one day you’re we’re allowed to troll right? It’s April Fool’s. So we had a big sweepstakes where you had to guess how many items were in a jar and you either want a brand new sealed GoPro or you get a very hefty big gift card for our site so you can buy a bunch of stuff. So normally, let me ask you would you take the very expensive brand new GoPro or would you take the merchandise What do you think you would do if you won the prize today? I think I take the GoPro sorry, you. You think you would do that but I clearly said it’s a sealed brand new GoPro and this is a 35 millimeter see The first original 1996 maybe hand strapped GoPro. So I today have the fun job of going on live and breaking to the winter like, yeah, here you go, where should I ship it? So this is a fun once you have a tribe, you could do fun stuff like this. So the funny I’ve done this a couple of years in a row, I found the last person who had these and I bought as many as I possibly could probably would be worth more money now. But sometimes people love it. They’re like, Oh my God, that’s such a cool relic of the adrenaline world that started the whole industry of like adrenaline sports on camera. So they want it. So how many people did you take off? I don’t know. We’ll see today, as soon as I’m done this. That’s my I’m not excited for the bullet point. The good news is I tell people, Hey, good news is you won, but it’s April Fool’s. And I do warn, now that we’re growing on this sweepstakes. I do put Hey, international fans, please know this is a day of prank so they don’t go home empty handed will get $120 and gift cards. So it’s Yeah, they they’re happy. But it’s got to have some fun, right?

Unknown Speaker  30:57  

Yeah, no, no agree. All right, let’s talk about some action steps. What can people do? What are the first things that they can do to start building up that tribe? What are the action steps that people can take away from this podcast?

Unknown Speaker  31:10  

Perfect. So they you probably do it for free? There are software to help track your hash tag. And I’m a big fan of app Sumo comm if you love it, I know they are they actually it’s funny one of your websites. The Book of calendar is the same one I use which because it’s if you don’t know about app Sumo calm, it is lifetime deals to software. You know, I guess I’m aging myself. But everyone, you just buy software, you owned it, heaven forbid, now everyone’s had 29, you know, $200 fee, which adds up if you’re starting out, you’re brand new brand. So my term is don’t get stressed to death software as a service. So check out app Sumo COMM And you can go in there and type in like CG social media hashtag. And you can find some pretty cheap lifetime software, like every other month, I’ll have one on there that will help you track your hashtags. And again, I don’t care if you’re selling fans or surfboards, you really have to keep track of that, because there are going to be fans that are going to use that. And if they’re not using it, I actually blame you, you I blame the owner of the business because why not again, I’m a big fan of now I do sell a physical product, I have some really cool cards that I put in. And I had one card which kind of spoke to the brand. Well, once I was a concussion checklist, and because again, I really really care about my customers, unlike some of my competitors. So this was a checklist that you could keep it in your gym bag, throw it in your locker at high school, and if you take a hard football hit, you could kind of see self diagnose that hey, I should get to the hospital because my customers do you know get hit in the head a lot when they’re done. They’re fun sports. So just recently for this Black Friday, I saw the local print shop had those cards on sale, 5000 of them for maybe 100 200 bucks. And I took it the second one. On the front, I put a QR code, put a real cute little rescue dog, you’ve probably seen him flanagin so I put a cute cartoon I mean Flan again, I thank them for supporting small and printed brands. And I put a QR code that says save $5 now as soon as I hit that brings them to Shopify, where I have a coupon code linked to that I have a collection of just my favorite products, it takes five bucks off that and to kind of go deeper and tactical here now I can even a I can retarget them differently. You’re making your average cart size go up, you’re hitting a lot of KPIs and after one week of having this you know $200 for 5000 business cards that already paid for itself in new orders, because you’re checking that you know unique promo code and you can even target them different. And another really cool tip this one actually I’m stealing. This is a great tip I heard from Maxwell Finn he’s out in Florida as well. And speaking of retargeting to customers have already purchased video views are very cheap especially with ads you know on Facebook, why not make a video just for people who just purchased and don’t sell anything? Thank them for supporting let them see the owner or founder you know thank them again, let them know the process like some of my stuff one product it’s a pre order it literally takes three months for us to make it no one no one ever bitches we tell them and it’s a really cool product. But this video so maybe your product takes a month to get to people this video could explain that the factory show pictures of the factory humanize the brand and don’t sell anything. And our buddy Maxwell Finn who is doing this says that outsells some of his actual ads which are trying to sell things. It comes off so organic and so nice that it top of the funnel at the top of the head people see the ad and people instantly will click to that with and don’t need a coupon code, whatever it just go buy more stuff.

Unknown Speaker  34:44  

So okay, just so I’m following this. Somebody goes in, they buy a product. The product arrives. Is it a QR QR code that’s there or a link or whatever Then it just basically goes to a thank

Unknown Speaker  35:01  

you video, it will two parts that that actual kind of two parts so that the bat card has, you know, hit this QR code for $5 off, rings them. So that link now has embedded $5 off on a certain collection called founders favorite. And people go and they now can see my fate, my personal favorite 1020 items, and then they’ll say five bucks on them. So that’s the one way to help your cart size and be you know, be there. The other thing which is very similar and about the same time, you actually get even just as intandem is why not take $100 a month of your budget. You know, if you’re a small brand, you know, if you’re a huge brand, of course, maybe 100,000 but start create a video, just you and a camera, hey, if you’ve got like you know your dogs always around my dogs always around your house, do a cute video just thanking people showing them maybe behind the scenes of the factory, who you are, who your pets are, what you like maybe talking about charity, who support but don’t sell anything, and maybe explain the process what it’s like to get their product. And once someone has purchased from your site, Facebook, then of course will fire that the pixel will fire letting them know, okay, this person converted, it’ll show them that video. And video views are very cheap. They’re not like Facebook has the conversion outcome, which of course is way more expensive. That’s where Facebook’s trying to sell you stuff. But just have a video that you know, if not, if it’s not for you doing this, someone’s gonna see an ad for competitor, which is not a great experience. So the How cool would it be to buy something and the next thing you know, like, I don’t know, the CEO of this pen or my phone or this GoPro. But if they did this, I would know who they are, I would know their story and I would fall for that driver, you know, be more likely to join their tribe.

Unknown Speaker  36:41  

Interesting. Yeah, that’s that’s a cool approach. All right, well, a guy like that. I got to talk to you a little bit more about that, because it’s pretty cool. But it also you can also and probably it depends, I mean, if you’re talking about chair glides this when apply. But on that insert card, you could also just put, you know, tag me for or tag me. And you can start using their content too, right?

Unknown Speaker  37:08  

Yep, exactly. And that’s, that’s a big mistake I see with brands and I learned this early. A lot of what I anytime we do a sweepstakes contest, whatever, the first thing I do is it’s our products. And the reason being is there are some really cool software out there that would help you go viral a sweepstakes, but people would misuse mistake of like doing iPads. People who don’t give a rat’s butt about your product will absolutely put some burner email in to get a free iPad. Right. So now your list is thrown off your pixel fires are throwing off your retargeting the wrong people, it’s a headache. But if it’s your actual product, you’re way more yellow than that’s okay, well, this person’s close, they’re there somewhere in my funnel, they have a little bit of interest about our brand. So that’s something that worked, you know, making that shift, you know, work really well with him to sweepstakes. And then the other thing we do is just like, you know, instead of just doing generic out of the hat, like you do tag a friend, or for us, we like to do people on our hashtag, you know, because that using our hashtag helps us spread so much. If I do have a gift card giveaway. So I’ve given to a random email address, let me go say, Hey, we’re going to use a random number generator or pick a random hashtag user, just really kind of like no different than you’re training a dog, you know, you want to give them good things for behaving and helping you to same thing. They’re, they’re helping us and I’d much rather give my money to them. They give my company some cold billboard company that it’s cool to give money. Adriel right back to your your customers.

Unknown Speaker  38:30  

And I was thinking about that little coupon code that you have about concussions. I guess one of the tips that you can put there. Probably the biggest tip you could probably put about concussions is if they’re hiding their own easter eggs. No, no, it’s Easter. I thought I liked it. Okay, so, again, we were just talking about the gift card hashtag. I want Daniel tag to friends. And you’ll be entered twice. And it’s for $100 gift card at die epic. So I think it’s pretty cool. Also, Kelsey, are there any questions?

Unknown Speaker  39:09  

Yeah, we had a couple questions come in. One was about the video that you’re explaining. So high is this video to go on Facebook or Amazon?

Unknown Speaker  39:20  

For my scenario, this was on Facebook ads, just because that’s where I know you can advertise very cheap. And you can laser focus on people who just converted. You can even choose the time frame. So if you really want to get good and I mean, some people if you’re a big enough brand, you know exactly when that product will be there. How cool would it be to just time it right and you’re not going to get it right 100% of time. But if you don’t want to average your product gets two hands Two weeks later. You can say anyone here Hey, Facebook, anyone who converted on my website two weeks from now shown this video. And again, video views are very cheap. They’re nice.

Unknown Speaker  39:56  

And Chris has a comment. Dan’s 100% right That you have to promote your brand nothing else people who use models or other distractions from the actual product are doing themselves a disservice. So, we have a question about spark Toro. Have you ever used spark Toro? No, but I actually I’m gonna write that down. I love tools. Oh my gosh, which one is this? Oh, this is actually from a past guest that was on Rand Fishkin. He was the co founder of Moz. Yep. Yep. So this is new

Unknown Speaker  40:30  

borracho is his new platform. And Kelsey, you got to remind me, I got to get onto that. But it Yeah, it’s pretty cool. It it really dives in and shows you what the audience is. It just rips apart everything. But it’s perfect for influencer marketing. Okay,

Unknown Speaker  40:49  

so that’s interesting. So just to tell you, I keep thinking of the Facebook audience insight tool, is this where it tells you what other things that your your tribe is into? Is that kind of what it does or no,

Unknown Speaker  41:00  

no, it tells you more the demographics of the person who the influencers are. It just died. Like, let’s say that you were to pull up you. I could find out who you’re following who the influencers are. dive deep into your demographic. Just great. Check it out. It is worth it. It’s very inexpensive. And I don’t know if it’s inexpensive, because it’s just launched. But yeah, Rand did a great job with this. Oh, that’s, that’s

Unknown Speaker  41:27  

awesome to hear. And I know, I just mentioned that I should really kind of pull that nugget out. Once you have enough Facebook fans. And again, things like that, or you know, its ups instead of trying to sell 100 shirts, day one, maybe just make the KPI of like, hey, how can I get 100 fans on Facebook or 1000 fans on Facebook. But once you get your numbers high enough, and I they think this is a recent change, because of all the privacy issues Facebook’s been getting into. Please people don’t do this knife a holler at them, check out Facebook, their business tool section, audience insight manager, I believe it’s called. And that isn’t a great tool. It will literally tell you, hey, we grab your entire tribe, the people who love your Facebook page. Yeah, we know they like you. But did you know that they also like 511 tactical shirts, or maybe they like a certain band? Maybe they like it gives us what college they go to. I mean, it gives you a lot of information to averages out all of your following. And they’ll tell you which other ones will match. So my top influencer but when Facebook sees it, of course, it’s really ridiculous like Oh, the affinity scores like 1000 off the charts, because we work so closely already together. But that is a great tool, because not only can you find influencers, if the list you see there, some of those you can even advertise to like some brands you can’t. There is you know, digging deep into the pool. Here. Real tactile, you actually there’s a Chrome app that will overlay this free Facebook insight on audience manager tool. And it will highlight which ones you can advertise against and which ones you can. So picking on, let’s say tap out, let’s say you tap out my competitor and so is 511 tactical, I don’t know who at Facebook studio decides which of these brands you can advertise against. But one of them you can. And this Chrome app will actually help you find those. So you want to talk about sniping like this is really how you build your tribe. Kelsey, did you know about that? No, I didn’t. You should I charge extra. So just what was the name of the Chrome app? The Chrome app, I actually I have it right here on my Chrome. Let me see if I can get the shirt what’s called interest highlighter. For Audience Insights.

Unknown Speaker  43:38  

So interesting. For Audience Insights, okay, cows, make sure you mark that one down for the audience as well.

Unknown Speaker  43:47  

And also, the actual tool was Facebook, the audience insight tool, Audience Insights insight tool.

Unknown Speaker  43:55  

And I’ll tell you, if you really want to have some fun before you do that. You should write down a list of what you think it is because I was wrong. You know, I didn’t think like Orange County Choppers, people who love that love might I love that show. I’m like, why didn’t I think about I love that old TV show. And that was a huge affinity score at that. That’s all reported.

Unknown Speaker  44:13  

Interesting. Okay, Kelsey, I see something from brawlin.

Unknown Speaker  44:20  

Let’s see. So the only product I’m selling is a conversion card game or conversation card game. Should I have a sweepstakes prize of a bundle of my card games?

Unknown Speaker  44:29  

Absolutely. Yeah, absolutely. I just see so many people who do and what and you learn from my mistakes, please. So there was Oh, that’s a gleam.io. So gleam.io is, you know, we’re going dating myself. So maybe three, four years ago. They were a really good sweepstakes tool, where it would ask you for your email address, and maybe you’d have them taken action. Once they did that. They would say okay, great. Now if you want three extra, you know, entries as contests, share it on Facebook and because of API’s, it would make sure you Did that then Twitter, then Snapchat It was amazing. But then again I can’t glean holes. They were full time just glean filler routers or forums they wanted nothing to the proxy didn’t care they just thought and gleam all day they knew what hashtags to look for and they would just find the contest and just do their emails and if they want once a month it was worth their time and who knows what country they’re in so like are a good price can last you very you know if you sell it last a long time some country so they I learned that lesson the hard way. It ruin my list ruin my pixel fires, and I never in my life either be full time sweepstakes. appliers so definitely use your products. Do you use Viper? I have heard of that one? No, I haven’t used that one. Yeah. Which is that same thing kind of similar to gleam I think are now

Unknown Speaker  45:47  

Well, it’s a contest app so very easily can do that. Lee landing pages. Anyways, Viper, I think is V YPR. You can check that out, but also one that are coming back from app Sumo King, Sumo. King Sumo does all sorts of contests then very similar to what you were talking about. Go and get your three people get an extra entry. So I know that’s one that we do use. Anyways, let’s see. Is there any other questions Kells?

Unknown Speaker  46:24  

No, that’s it for now. But yeah, if you have any questions, put them in the comment section. And yeah,

Unknown Speaker  46:31  

big mistakes. What are the big mistakes that people make when they build a tribe?

Unknown Speaker  46:37  

Oh, I just had one. And I try to think what it was you never make mistakes. I can’t write what did you have my hair so bright.

Unknown Speaker  46:46  

I’m proud of my gray hair. It’s like, you know, because I work a lot of UFC fighters. They’ve got that nasty cauliflower ear. Oh my god. That’s why I like my career, I’ll never died, I am proud of my mistakes. So I went over the gleam when maybe that was the one I had off top my head, I know I had one coming into the call. And that gleam one was a was a big mistake. Who would have ever thought that I was a full time job just filling out random surveys. You know, I see a lot of people one thing they do really wrong is and it makes my blood boil is they repost people’s content without permission, or they haven’t asked and then they take ads out again. And now you just took your top fan and you upset them. So please don’t do that, you know, people will basically steal content. And I’m not talking about reposting and citing them and shouting them out all stuff, but people will literally just take photos from Instagram. And that just makes my blood boil, you get deep trouble for it. And I’ve seen brands do that it’s not the right way to go.

Unknown Speaker  47:43  

So what you’re talking about, just in case you don’t know, let’s say you go on to onto Instagram and you see somebody who’s posted a picture and you just take that picture and you decide that you’re going to post it in your account. And you don’t say anything about it or you haven’t reached out or you don’t give a shout out. There’s gonna be a problem.

Unknown Speaker  48:02  

Yes, yeah. That’s an it’s a thing that you had such it’s important to because, um, you know, again, I already talked about the apps that I use to do affiliate programs. I’ll work with them and I’ll say hey, you have a great phone I want to repost it but I care so much about you I don’t want them coming to my link so let’s let’s work on a promo code or I’ll say follow you on my call to action won’t be you know, typical bio, but hey, go follow this person that way they can nurture that lead with their great photo you know, because that’s I really want my affiliates to succeed let’s see and the more our affiliates succeed, the more we do great so you know that’s it actually just hit me I did a little road trip out to Las Vegas to rebuild like a big buddies their biggest influencers like his big like diabetic themed mansion and I pull up and it’s all the UFC fighters that are fighting that night one just one they have all these exotic cars and I’m just sitting there in the parking lot almost like almost cry just seeing the look and all these other cars I help these guys I help them they helped me and I just sat there almost almost cried just so proud of our working together and you know once a rising tide raises all the boats that was one that saying hit me in person.

Unknown Speaker  49:10  

Wow. Okay, any other mistakes that you can think of right now? Oh, man

Unknown Speaker  49:19  

now you got me on the spot I of course I’ll be out in an hour but Oh, I got a good one. So mistakes with tribe building. I think the reason I didn’t make a we all know the book, the Lean Startup I believe it is where it’s all about asking a lot of questions versus like saying what you think the right ideas? I believe that’s what kind of helped me because why made less mistakes because I would ask you once you get a stripe, very small rolling. Again, just think of Instagram. I mean, yes, it’s a where everyone knows it as a place to put out to the masses and I get it and that works for a lot of people. But you also can sniper I can get one to one conversations with streamers. Smile laughs One to one conversation with strangers that are my customers and ask them hey, what should I sell? Hey, should I do this logo and red or green? And people just forget about that. They just think Instagram, okay, put it put a virtual assistant on it, they’ll post a one photo day they go, it is the greatest tool because that hashtag will help you take it from a billion people down to your small tribe. Now you can want to one reach out to them, ask them what products to sell, ask them if they’ll join your affiliate program. And it’s not trying to brag it’s using the Lean Startup methods because I’m too dumb to know the right answers. I just asked a lot of questions, you know, like, hey, should I sell this shirt? What color? And that’s why we made less mistakes. Maybe there are people that thought they knew exactly what their customers wanted. All right.

Unknown Speaker  50:42  

So let’s talk a little bit about the print on demand industry. I know we were like we’re talking about building a tribe, but you are a master of it. So let’s talk about Amazon merge. Okay, for example. How are you finding Amazon merge? Should people get into it? Can you make money on Amazon merge? Okay,

Unknown Speaker  51:05  

good question. So it’s actually funny, I’m running a clubhouse in like one hour on print on demand, which at the end, if you’re interested, I’ll tell you, and I get to that. But it’s, I use a couple print on demand companies. Now I personally, like once I got to my Shopify, that’s just because my I have my Shopify, that’s my central nervous system. And then you can have my Amazon store, we can talk to that everything else. If you are Amazon, yo, first, I think the print on demand is, is great there. So Andrea Lake who have already mentioned she had so many designs, because she filled out stores like it was expensive for all her designs. How great is it with Amazon merge, where you can go and upload your designs, this is cool, which costs zero. And then you can go ahead and you know, get get money for when they sell. So I personally The reason again, I use Shopify is I’m very, as I’ve said 10 times, it’s called facebook pixel fires. I do like collecting that data on my own Shopify site. So I get the facebook pixel fires, I get their email, I can do all my little tricks and postcards and cute stuff. So I’m more using vendors like custom cat t launch, you know, different ones like that where they print on demand, but they do it’s a Shopify app.

Unknown Speaker  52:19  

Okay, very good. All right. So again, on print on demand, people here trying to make money different ways. You talked about custom, like custom designs, putting them up onto Amazon, is there any any tricks that you have to do to get a product listed on Amazon or even on Shopify, that can drive sales?

Unknown Speaker  52:42  

No, the I will say you know, a lot of people like to go out there and kind of lie to sell courses we all know they’ll tell you how easy it is. But I’m actually tell you the opposite. It’s actually getting harder. Back in the day, if you were the first to put you could just use now hashtags and a good description on Amazon merge, you have a really unique niche like maybe the pug dog lovers you know, something like that. Amazon did have enough traffic where you actually just go rank sales without doing anything. But in my personal professional does this for a living, it’s now tougher where you do need to build a brand you do need to have the tribe. So yes, it’s great that you can put designs up there on print on demand and sell them but you you know, six years ago again, I told you guys I was using Instagram bot making money now that those days are long gone and do not do that. But there you know there is a you just have to have get ready do a little work, but it’s so worth it once you build that brand or your tribe and you have a course on getting into the T shirt business right

Unknown Speaker  53:42  

why don’t we talk about that for a sec?

Unknown Speaker  53:46  

Yep, so it’s a gets cut off there but it’s teacher with two E’s because we sell t shirts so t a ch er.com I think we even have a T shirt junkie calm. So as mentioned, it’s four of us over a billion dollars in T shirt sales and I’m very proud to be the low man on the totem pole. And the cool thing that Andrew really surprised me she started this week So Andrew Lake again had the rights to call of duty Walking Dead I mean every video game movie all the big ones all use her she called me this week told me Dan the founder of tap out always Griff from comics lift off and said we’re gonna do daily clubhouses at 2pm Eastern every single Monday through Friday and I my jaw hit the floor like Wait, what are we doing? Yeah, so she just woke up said and all for free people can bother and I’m I am a little bitter that I didn’t have this resource like six years ago where I can talk to billion dollar co sellers for free. Um, but yeah, on clubhouse. We are doing this and now of course it depends on her schedule. Like I for example, can’t do Mondays and everything else but it is an amazing place to hop on there 2pm. Eastern Time, Monday through Friday and at least one of us or sometimes there’s five of us. We saw the other day. I saw The like the roots lead singer was in our clubhouse like it just cracks me up how much you know we had amazing people from huge brands that were in there. Everyone just sharing tips asking questions. So it’s a really cool experience. And I do I will say it’s I made a short URL. So if you’re writing this down it’s shirt dot tips slash club so that’s my little short URL now bring you right to our clubhouse room if you’re on iOS, and I’m Mr. Android I’m sorry Android users. I hate it too. But the clubhouse is iOS only it kills me.

Unknown Speaker  55:34  

Okay, and that that’s kind of cool. So if you are interested in it, check out that course. I don’t know if there’s any questions I thought I saw one other one that came down

Unknown Speaker  55:44  

we got three that came in okay or four actually, right all at one time. So again, back to the the sweepstakes from Bronwyn. Thanks, Daniel. I want to give sweepstake prizes to genuine customers does Sumo and King Sumo filter out the glimmers? Do you know that Norman I don’t know. King. So most, I would say is the same as the app that you’re using where you enter your email address. And then you do whatever you can get a certain number of entries afterwards, if you share it to Facebook and Twitter, and Instagram, so if you’re using the hashtags in post, people could probably search through and enter your contest. Either way, like there’s still the risk of having it not a specific your specific customers. Because I think most people will do like their brand, hashtag their brand, contest or game contest or board game contest. So if people are searching that hashtag and entering your contest, then they’re just going to be they might not be specifically your customer.

Unknown Speaker  56:55  

Yeah, you bring up a good point, you want to put up a little bit of a wall. So for example, don’t use hashtag sweepstakes, like I know, you know, don’t do things that are going to bring the masses. Right. with with with that gleam.io. I know, I think they had their own short URL, it was either they would automatically put a gleam hashtag in there, or they would automatically put a gleam short URL. And that’s how these full time glimmers would just go and then just find them all. So that I think you’d want to test your sweepstakes and make sure it’s 100. You control all the content, make sure there’s no hashtags that people can link it to other content.

Unknown Speaker  57:29  

Yeah, I think King Sumo there’s an option where you can post your contest to King Sumo. So you might not want to do that because I’m sure people will just go on King Sumo and just scroll through. So when we do a contest, I never press that option, because I feel like it’s just watering down your entries. But um, Okay, next, this is from Clive, which platforms would you suggest there start with Daniel?

Unknown Speaker  57:55  

That’s the kind of as far as platforms they talk like Shopify or Amazon or anything, it’s more like apps. What do you guys think that would be? I think that’s more social, social media, like how would you start? Great question, and it you’re not gonna like my answer wherever your audience hangs out. And now let me explain you my demo is a 25 to 35, which is Instagram. And that’s, you know, I really am blessed that I my target customer that wasn’t done on purpose. And I hang on Instagram, I hate Tick Tock so even though I feel bad, I go on Tick tock, and I see I type in die epic summary has my user handle, the hashtag die epic has like 70,000 100,000 views on Tick Tock and like, they have a login. So you got to find out where your audience hangs out. And so if you know the age that usually helps to, for example, let’s talk Facebook ads. Again, there’s an option for right hand column. And if you’re selling to my demographic, 25 to 35 or younger, do not advertise there. I’ve never gotten returned, none of my entrepreneur mastermind groups, people that in my demographic have never made money on those, the older demographic, you’re going from my parents, they do look over there. So again, that’s just pure with the behavior, you got to find out where your customer hangs out. And that’s why I keep picking on that Facebook audience insight tool, because they will tell your demographic, and you can kind of learn where they hang out.

Unknown Speaker  59:13  

All right. Okay, cool. Along the similar lines from Chris, what was your process to start building your audience for your tribe?

Unknown Speaker  59:21  

Nice. Actually, I think Chris, I’ve seen you rock as a dynamic church, Chris. So you should know this. But now he, of course, you know, the hash tag. I know I keep doing it over and over again, using tools. I’m a data guy. So see where they hang out. And all I’m gonna pick on Chris right now because he can’t talk back. So one of my funniest tips is a menacing the back of a Jeep Wrangler. like Chris, you know, he has this really cool Jeep Wrangler. Now, whenever we’ll think of like an Overlander offroader what happens in the back of a Jeep Wrangler, it’s covered in bumper stickers. So this is just like audience insight tool. He has Yeah, good. But you know, if you know your customer, what bumper stickers would your customers put on the back of their head? You know, vehicle, that’s the mentality of to get it you have to get in the shoes of your tribe. See how they talk what they like what bumper stickers they put on, because then you can cage your grads, but then you can go sign up to email subscriptions to those companies you think will be the bumpers and see how they talk. What’s our vernacular? What’s their tonality? And I will say this is the last tip I heard today on this topic was someone on Reddit was talking about, they had to do copywriting for an industry they didn’t know. So they went to Amazon, they went to the book section of Amazon. And they found books that were dealt in this topic, let’s say construction law, whatever it was, they went to the reviews, found the good reviews that were very helpful, which is an Amazon You know, there’s a little icon shows you how helpful was look for the ones that big paragraphs, would read them and copy and paste different vernacular words that that industry or niche would use, and then use that on emails. That’s brilliant. That is I’ve never heard of that, that I learned that I cannot take credit from it came from Reddit. And I started the first thing I’ve read, I read on Reddit early morning, and I just sent that to every copywriter. I’m like, this is such a great tip. And if you go to reddit.com it probably was the our copywriting you probably see that recent post and get all the details on it.

Unknown Speaker  1:01:18  

Alright, so if you wanted to follow up on something like that, here’s how you can do it very easily. You install the helium 10. Chrome extension, and you can go and you can get the review extractor. you extract all the reviews. And then you can see and you can read you know exactly like you said the most popular reviews the four star reviews of five star reviews, the one star reviews, and you can get that copy and and it’ll tell you what are the most common words that are used. So that’s a that is really a great tip for writing copy. I’ve never even thought of it and the answer was right there. So another reason to use helium 10. Yep.

Unknown Speaker  1:02:06  

Okay, we got two more questions. And I think then we’re good because we’re over an hour now. For Brian Do any of your print on demand services offer custom laser wood etching?

Unknown Speaker  1:02:18  

They do. I’m looking at my business partner Andrew on my apartment. She’s borderline embarrassed how much of my own merchandise on the walls like it’s I’m literally walking print on demand commercials I’m looking around. Now you can’t choose the products but it’s t launch calm. They offer wood cutting boards that they can put your logo on and I did it as almost a joke I even made like a cook epic. Not a joke, but like just it was a filler product. It wasn’t something I was like super proud of it wasn’t, wasn’t the top product and a new new product newsletter put it that way. And once again, I’m wrong. It was a hit with firehouses. How cool is it that all the firemen who live by the live legendary die epic mantra can now in their firehouse powerhouses have the die epic cooking or cutting board, whatever it is. So that is an example of a T launch pod there. And then I have a really big sign hanging up that’s in wood that was hand engraved. Here’s another really cool hint. I like to go to Etsy. I like to go on Etsy, find little vendors. And there’s a actually a gentleman I think I found through my influencer named Chris called he that does the wooden American flags hand engraved. And so basically, we kind of made a print on demand type of deal with him. So besides all the big companies and platforms are mentioning, you can get creative if you go to an artist who is probably not selling off the shelf yet they need someone like you to you know, make a deal where you can do it’s a perfect you drop ship, they’re happy, everyone wins. Very good.

Unknown Speaker  1:03:50  

Question about that. How do you get them all together? If you’ve got one platform, and you’ve got multiple other platforms person over here at Etsy, they go to your site? How do you get them to talk to each other?

Unknown Speaker  1:04:05  

Yeah, the real pain is honestly shipping. That’s where I stole like, I feel like I’m a dinosaur cuz I start shipping on my website. And that’s just me showing you all full transparency behind the car. Because I have so many print on demand factories, if you are not careful with print on demand, or if you don’t have a really good repeat customer rate, you can get burned because someone will you know what’s going to happen, you’ll have six factories you work with or vendors, someone orders six things in everyone’s different factor, you’re paying for shipping on every single one. So that’s where that is literally why I do charge a small shipping fee. I do that thank you card. Because now if I maybe I got burned on that, but then when they buy the next thing, you don’t make better margin on that. And you kind of have to be smart about it there. There’s a lot of apps that will help you boost up your average cart size. In those apps. It’s just common sense. you’re lazy people don’t do this. But you should really say well if you buy let’s say this phone and this phone call Right knows the same factory, link those products. So when someone puts this in their cart, they see that if some people, they’re too busy to do that, and then they’re getting burned on shipping because people are buying all the wrong items. One of the things that we do when we’re doing product sourcing is we consolidate. So you know, we might get five different samples, and it’ll end up costing you three or 400 bucks to get them all sent over.

Unknown Speaker  1:05:23  

Can you do that with print on demand and using these different companies consolidate in one location? sorta? Yeah, we can save some shipping.

Unknown Speaker  1:05:31  

Yeah, so how are you just being fully transparent here so I’m, of course in Miami and I’m only we have a factor about 45 minutes away. And they’re, that’s where the majority of my shirts are printed. So I just made a deal with them again, you got to think outside the box. You know, people get obsessed with these print on demand companies, because it’s so easy. It’s just a click, but there is no putting stickers in envelopes or thank you cards. So if you go to someone local, no different than my Etsy thing. Just reach out say, here’s what I want to do. I can guarantee I’ll do good sales. I know you print shirts, but can I pay you $2 to throw little tchotchkes in the bag if someone buys something else or a skydiving part? And of course they’ll say yes because that’s almost helping them boost their average cart value. Yeah, so that’s what I do. So a majority you know, even though they just technically are silk screeners and vinyl printers there they do my gym bags, you know, fulfill my hats, my skydiving parts then the print on demand began because of shipping and there’s lower margin. I use those for fringe items and to test see these skateboards behind me These are print on demand I’m telling you my apartment is it’s hilarious from this cup I’m drinking out of everything is printed on demand. So I like it more for the fringe products or to test if it hits big then you go use the resources to buy in bulk and then fulfill and get better margins. Very good. All right, Kells

Unknown Speaker  1:06:51  

Okay, last question from Chris. Then when are you creating die epic coin we can

Unknown Speaker  1:06:58  

use? vague Erica Yeah, good old crypto be the big thing. Now for t shirt brands is NF T’s and I’m not a big fan of some kind of old school crypto purists. But a lot of brands are to being very successful with these NFT non fungible tokens I have from Taco Bell released them instantly sold out. Logan Paul and today was the worst or best example yet. Tiger King has an NF t. So that’s actually a good question. Chris. I a lot of brands are doing very well. By offering NF T’s right now. It’s like a hot craze. I

Unknown Speaker  1:07:30  

just haven’t done it yet. Very good. All right, sir. Well, I think it’s getting to that time. Well, I think it is. I wish I could say later. No, no problem, but it is time for the wheel of Kelsey. Oh, all right, here we go. All right. All right. Go. Who’s gonna win? Okay, so

Unknown Speaker  1:08:04  

this is for $100 gift card to die epic. Very cool. Let’s go three to give it a quick shuffle hopefully that Daniel that’s on there is not you know, this is a cool tool. We live nice calm. I like it. Alright, Clyde live, right, Clyde. Okay, so Clive claim his prize cows. So Clive can email me at K at lunch with norm calm. And we’ll get you set up there. I’ll connect you with Daniel Daniel. You can send me the code or whatever you want to do it and then we’ll we’ll figure it out. Awesome. Congrats, Neil. Thank you so much, everyone. This is amazing. No, I

Unknown Speaker  1:08:46  

really appreciate it. We’ve been trying to get you on for a long time. So yeah, I really do appreciate you coming on to the show today. You’ve got the the clubhouse. I don’t know if you can give Kelsey that and we’ll post it in the comments so people can go and listen. Oh, it is there it is. Yep, shirt dot tips. Slash club. And I can’t believe you guys are going on five days a week. That’s crazy.

Unknown Speaker  1:09:10  

I don’t know. She’s so brilliant in business. I’m just like, yep, whatever you say like she Okay, I’m in. So please take advantage of this. If you’re listening. I really wish this was around six years ago, but yeah.

Unknown Speaker  1:09:24  

Okay. Well, sir, I guess I don’t know when soon as my country allows me to leave. Maybe we can get together for another cigar and sit down talk shop. Can’t wait. I do really appreciate you coming on. Now. Please stand by. After the podcast. We’ll it’ll probably be just a couple minutes here. But I would like to talk about a couple other things. Daniel, thank you for being on.

Unknown Speaker  1:09:48  

Awesome. Thank you, gentlemen. Anytime you need me, I’m here. It’s an honor to be here. Thank you so much. All right. Thank

Unknown Speaker  1:09:52  

you. Okay, Kelsey. All right. Thank you everyone. We show how to build a tribe. hope everybody got something out of it. I learned a couple of things. I really love the idea about using that helium 10 Chrome extension to, you know, find out your why, what and how your audience communicates. That’s kind of cool.

Unknown Speaker  1:10:15  

Yeah. Awesome. And I think, yeah, let us know what your favorite part of today’s episode was in the comment section. And yeah, we’d love to know. Also, again, if you’re coming in at the tail end of this episode you missed out, you can go over to our YouTube channel. That’s where all the episodes are, you can find the daily highlights as well. And we have a big contest coming up. We have two contests, I guess, one for the group and one for outside of the group. But that is happening on Tuesday. Both are going to be announced. When is exclusive for the Facebook group. So you need to join that’s the Amazon FBA and e commerce collective lunch with norm. So please join if you’re interested. That’s going to include some consultation time with Norman i. So yeah, it’ll be fun. We got some big giveaways going on. I’m excited. And yeah,

Unknown Speaker  1:11:04  

I am looking forward to that. And let’s see today’s Friday, who’s coming up next week kills.

Unknown Speaker  1:11:12  

Next week, let me choose. David, Dan. Okay. Very good. Yeah, he’s gonna be talking about how to create a winning Amazon listing, as well as mentioned the e commerce collective and what you can gain from that. But all right, very good episode.

Unknown Speaker  1:11:30  

So we talked about tribe building today, guys, if you like what you heard, please join our group. Please check us out on Facebook. We’d love to have you in our tribe. We try to provide as much value and tons of content. Also, you can subscribe to our newsletter which you can go to lunch to norm or lunch with norm or over to norm Ferrara, calm and subscribe. The content doesn’t suck. It’s good. There’s no advertising. It’s just pure content. Alright, so thank you for coming on the podcast today. And listening. We’re here every Monday, Wednesday and Friday, Eastern Standard Time. And thank you all for joining us. We really can’t we could never have done this without you, you know, helping us and becoming part of this group engaging. So thank you. Enjoy the Easter holiday. And we’ll see you next time. mantra mantra

Transcribed by https://otter.ai