The Power of ONE

So there's been a disturbing pattern of behaviour by ecom owners lately that I want to address ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ Hey ! So there's been a disturbing pattern of behaviour by ecom owners lately that I want to address. I'm not sure where this has come from Whether it's a symptom of Shiny Object Syndrome Or based on the teachings of a lot of the 'gurus' out there. But it seems everyone wants to do everything at once, and it's self destructive. I don't mean from a business/PD perspective I mean specifically with marketing. Over the last week or so, I've gotten on calls with at least 5-6 business owners who are doing this. They want to run ads for every product in their store. And I don't even mean thousands of products I mean people are trying to drive traffic to 5-6 different products With budgets of less than 5k/day, which is just silly. Let me explain why... Well actually, there are a lot of reasons why this is the dumbest thing you could do when trying to scale your ecom brand. Firstly, chances are that you aren't spending anywhere near enough to justify diversification just yet. [And yes, I'm talking to you big guys too] If you're spending less than 5k/day There's no reason to be spending it on more than one product/funnel. You see, when it comes to testing, optimisation, working with the algorithm, running enough audiences/adsets The only way you can properly do all of this stuff is with a pretty decent budget to start out. Let alone begin to even scratch the surface scaling. The reality of it is, Even 5k/day is a tiny budget to play with in the context of how big things actually are. And then there are those who say: "But Dim, I'm selling pet supplements and grooming products, why should I stop running one when there's also a huge market I'm missing out on with the other" I just told you why, you're spreading yourself thin goofball. But even more importantly than that It's much easier to max out one market than to run two markets that equate to the sales numbers when just focusing on the one. If you put 100% of effort into one offer/funnel That will way outperform the sales of two funnels combined. Legit, if you're not spending $10-20k/day on the product Stop thinking about diversification unless you have an operational reason to do so. Now, you're probably thinking "But what about all the other products on my store" I'm getting to that, don't worry ... Here's what you want to do: You want to find and use your best performing, highest margin product as the single, front end product. This will be your customer acquisition driver. Remember that term, write it down every day when you wake up. It's IMPORTANT. Too many people look at Facebook ads as a profit generation tool, instead of as a customer acquisition tool. This is deadly - it's stunting all of your growth. Stop it. Instead, You want to look at Facebook as a customer acquisition tool. You'll monetise on the back end. So, back to our customer acquisition driver... You want this product to be the catchiest product that you can make awesome creatives around. It should be unique, and have high margins (NOT so you can profit). Take your customer acquisition driver and create a funnel around it. This will be the ONLY offer you run cold traffic to. Take it, get ads live, get it converting, split test the living hell out of it Then once it's optimised it, begin to scale... And scale... And scale... And scale... And scale... Right up until you're breaking even, and making no profit at all. By this stage you should be acquiring hundreds, if not, thousands of customers by the day. THEN... You monetize the living daylights out of these customers with your back end. The beauty of this: $0 CPA. You want to take these customers and unload everything else on them. To do this, capitalise on the following: - Email marketing - SMS marketing - FB ads (retention, cross-sells, etc) - Subscription rebills - Retargeting on other platforms From there, You'll massively increase your customer lifetime value, and make a heap of profit, while aggressively acquiring your customers and growing your brand Giving your company a juicy valuation if an exit is ever on the cards. Then, AND ONLY THEN, Do you think about adding another product to your cold traffic. I'll have to wrap it up there. There are so many other reasons why running multiple funnels is a horrible idea, such as: If you're getting better results with one product than the other, you're literally losing money by continuing to funnel budget into the lower performer. And heaps more. I could go on forever. But if the above didn't convince you, you're a lost cause, and ain't nobody got time for that. Dim Niko P.S. Read this far? You're serious about your growth. If you're spending over $500, it's time for aggressive growth: [( DimNiko Pty Ltd, 4 King Street, Prahran, Melbourne Victoria 3181, Australia [Update your subscription]( — [Unsubscribe](