Woo! This green powder cost 33 cents to make, but is sold for more than $100. And this isn't some niche product from the dark alleys of the internet.
These guys did over $600 million in sales last year. And all the biggest influencers on the planet are pushing this stuff like their lives depend on it. There's a lot of controversy behind this stuff, but there is one thing that you can't deny, and that it's that these guys are masters at marketing.
And today I'm going to show you how you can steal their entire playbook to force people to happily buy anything for 10 times the cost. But before we get into all the marketing source, I've actually never tried this stuff. So, let's give this thing a whirl.
And just as you'd expect, it's green powder. Smells like pineapple and fresh long clippings. It's not too bad.
It's got a little bit of a sweet aftertaste. The reality of it is it doesn't even matter how this product tastes because these guys have strategically tapped into a psychological trigger which makes their product irresistible, which I'll get to in a moment. But that's not what's going to serve you.
We need to dial back and we need to have a look at where this brand got their origins. And what you can see is I've gone into Wayback Machine, which gives me all of the website's history since back in 2009. and it is very scrappy dropshipping super direct response.
So look at the differences between these two websites. You've got the first mentions that they got from Tim Ferrris in the 4-hour body. Very very hard-hitting direct response.
Limited offer act now is even bigger than the actual headline on there. It's just entirely different to how you see them operate now. You're not leveraging brand.
You're not leveraging a lot of these other things. You're just scrutinizing how to get the highest conversion rate possible from cold traffic and a brand new audience and then make them a hardhitting offer. And in just a second, I'm going to break down step by step their $600 million funnel and show you exactly how you can steal these strategies and apply them in your own business.
But it's important to first really understand where this brand got their roots and how they got started. So what these guys did is they targeted the early adopter market, the trainers, the people that were kind of like the first wave of biohackers if you will. Then they hired a fancy branding agency in 2021 and went full send on the brand marketing side of things and they rebranded as AG1.
The packaging is so much more beautiful. It's simplified and it's a brand. It's a real brand.
It doesn't feel like we're just moving from Athletic Greens to AG1. Really signals that as well. What most people do is that they look at what people have done on the summit.
They don't look at what they've done on the climb. It's very easy to look at this brand and go, "Oh my god, they got such a beautiful brand. That's the reason why AG1 is so successful.
That's what I need to do. I need to go out there, spend an enormous amount of money and hire a branding agency because that's obviously how they were successful, right? The only way that you can grow a business in the beginning is by having a machine where you can put a dollar in and you can get two, three, four, or $5 out.
The reality of it is that you can't do that with branding. Branding is a long-term game. And what I see far too often is that people think that they have a brand.
They don't have a brand. They have a logo. Brand is a byproduct of distribution.
The only way to have a brand is to have paying customers. So, you need to focus on the fundamentals and scrutinize what are the most compelling offers that have the highest conversion rate that have the best amount of rorowaz that allows me to survive another day. So, in the beginning, you want to focus on direct response, hard-hitting offers, really compelling copy.
You don't have a lot of brand equity. And then is you want to take a portion of your budget and you want to be putting it on brand building exercises. And I don't believe that you should go all the way into brand.
I think that really successful businesses that are doing $100 million plus in revenue, they always use a combination of direct response and also brand building. In order to scale a business, you're never going to get to that position unless you really nail this one thing. Because the thing that AG1 did incredibly well was focus.
They didn't have a huge product inventory, all of these different SKs that they were managing. They had one offer, just a powdered green. They understood their audience and they understood why people were staying on this product.
Whenever they had money coming through, they knew that it was as a result of that. That's the seed of where it began. much much further on down the track did they start running paid ads on all of these different platforms.
And the other advantage of just having one traffic channel to begin with is you can refine your message because audiences convert based on different types of messaging based on the platform. A Tik Tok user is very different to an Instagram user, to a Google ads or a Facebook ads. Again, it's very easy to look at AG1 and think, okay, they got Huberman on there, they got Tim Ferrris.
What you really want to be doing is looking at the micro influencers in your space. Who are the people that you follow that are hyper obsessed. They're the early adopters that you want to work with.
Not only are they cheaper and more approachable to get in contact with is because naturally if it's organic content, it doesn't come across as an ad. And when these guys got started, that wasn't a viable strategy, right? There wasn't Tik Tok.
There wasn't a lot of these platforms. You want to leverage that, deploy it into your paid ads engine, and scale it from there. All righty.
So, let's rip into their $600 million per year marketing playbook so you can steal it. It's comprised of three different strategies. And the first one is their affiliates.
You would have to be living under a rock not to have heard of AG1 on all of your favorite podcasts. What we can see is that you can earn 30% per sale. That is each single transaction that somebody buys as a result of buying through your referral link is you get that into perpetuity, which is insane.
If you had 31,000 people buy through an affiliate link, that is over $500,000 per month. In just 2 months, you could earn $1 million. So, let's take a look at some examples.
If we look at Joe Rogan, right? Do you really think that a super affiliate like Joe Rogan would be getting the stock standard off-the-shelf commission percentage? Hell no.
Now, if we look at the numbers, in 2019, Joe Rogan's podcast had over 190 million downloads per month. Whenever he opens his mouth and is asked, "What is the supplements that you take? " The first thing that always comes out of Joe's mouth, I take Athletic Greens.
Bingo, baby. And the smart thing that these guys do, which we'll get to in a moment, is how they then further piggy back off those mega influencers brands names and funnel all of that through to their website, which we'll unpack in just a moment. But one of the things that is absolutely crucial for this strategy to work is to pick a product that is very visual and it disrupts the scroll on the feed.
Take a look at High Smile, right? Their V40 serum. It is a bright purple teeth whitening serum and these guys fully send that.
Do you think that that is not by design? Of course it is. Now, if it doesn't pass that test, everything that you do is just going to have to work so much harder to actually get cut through.
Heck, this is the reason why I designed my book in a big bright red color like this with sell like crazy written on the front is I thought about how do I visually put something together that just stands out on the feed. So, it wasn't by accident. All righty.
Now, it's time to go full-blown internet marketer mode and funnel hack the [ __ ] out of their $600 million per year website. So, we arrive on their homepage and straight up, they're just sprinkling it with social proof. AG1 is a daily health drink packed with nutrients to help alleviate bloating, support sustained energy, and whole body health.
And straight away, we got the homeboy Andrew Humeman. probably the number one health super affiliate in the world. I've been using AG1 since 2012 because it's the simplest, most straightforward way for me to get my basis of important vitamins, minerals, and probiotics.
You've got Allison Felix, Sir Lewis Hamilton, Jeremy Jy, then you've got the AG1 is a moreinone solutions. And of course, it's bright green ticks all around for AG1. One of the most important things that I will mark is that when you click on buy now, immediately all the navigation disappears.
The only options that you are presented with straight out of the gate is the pouch which starts at 79 bucks a month. They don't only just start us on one subscription. No.
Already pre-selected is the double subscription for best value. It's $149 per month. Notice the subtlety of the copy, right?
Compared to the single subscription, which is 79 bucks a month, I think most of the people that are going to be looking at AG1 is going to consider themselves to be a high performer and they're going to be like, "Oh, that's me. " This is a perfect strategy that you want to steal straight away. I am price anchored at $149 or on the high end $223.
When I see that and it's already pre-selected, it's already added to my cart. When it comes to making somebody make a decision, you don't want the decision to be binary, like should I buy this yes or no? It should be how much of this should I buy?
Then they do have a once off, but you'll notice it's at the very very bottom. And unlike the other boxes, it's not white. It doesn't pop out.
It is in the same color as the background. They really don't want you to go down that option. Beautifully, they visually represent the changes once you choose which subscription.
Sold to the single. And you'll notice that on the once off purchase, they've even removed their money back guarantee. All the usual suspects here on their checkout page.
But an important point to make in the cart, I'm offered the Omega 3 and the AG3 Plus K2, but I don't recall seeing that on their actual website. And just as I suspected, you cannot find any of those other products. And the reason that they've done that is most people send all of their traffic to their website.
And there is a, thous01 different options depending on how many products that you stock. And that is what we call decision overwhelm. And because you're burdening the consumer with all of these decisions, what do they do?
They don't make any decision at all. And they check out and they bounce. That's why the average e-commerce website has a 1% conversion rate.
This is probably one of the most valuable online supplement business that there is because they have all of these people in subscriptions. And the multiple that you get on that is just sickening. And it's all these subtle differences in their funnel to most people's websites that make all the difference.
Big bold fonts that is all benefit driven. They've got all the information that you could possibly want in order to make the decision, but it's all laid out in a very clean way. They answer all the questions that you could want.
And if you want further research around this, they've got long ass pages that just show you all of this stuff. And this is highly technical information, but it's not over the top. Now, let's dive under the hood and look at the tech stack.
First things first, we plug their website into Similar Web. And we can see that these guys are getting 2. 3 million uniques per month to their website.
And the interesting thing to note is that 31% almost 32% of all their traffic comes from paid ads. So, we hop into their ads library and I can see that they have got 420 ad results running. These are some good ads.
Lots of UGC. So much creative. Look at this thing.
It just goes on and on and on. And I can see that a disproportionate amount of their ads all mention the free welcome kit. Now, look at this URL.
This is what I call the backdoor. Most people when they look at a brand, they look at their website and they go, "Oh my god, like look how amazing this website is. It's all branded and it's not making any offers.
It's not over the top. It's not hypy. It's not direct response.
" Right? Yes. That's what we call the front of house.
It's what you make look all nice and proper. If we look at the comparison, you'll notice how it's got multivitamins, probiotics, and greens. And all there is is tick boxes.
You look at the landing page that they're sending traffic to and they've given you the cost breakdown, how it's different from a multivitamin to a pre or probiotic or a green superfood and it's showing you how much that all of those are versus this one which is a total of $79. So, it's very slight differences, but they're very, very important cuz it's a different type of buyer. They've got all the benefit driven copy here on the bullets.
Focus, energy, gut health, immune health, healthy aging, stress and mood balance, nutrient replenishment. Whenever you're seeing a brand that is everywhere, do not just look at their homepage and think that's where the traffic is going. Lo and behold, they're doing split testing and they're using Hot Jar, which allows them to split test different pricing, different copy, different headlines.
They're using Clavio for their email and SMS subscription. Shopify is the platform, their e-commerce platform. No surprises there.
They are literally using every single ad platform that exists online because they have an offer that converts. A high-erforming website isn't one that just looks beautiful. This thing needs to be able to convert.
So, what you want to think about with your own website is how do I simplify this? How do I take all of the products that I'm trying to advertise? What are the 20% of products that account for 80% of my revenue?
And how can I make them the hero of my website? What are the other supplemental products that I can add? And you put them together and you make them a bundle and you incentivize them for purchasing them.
that increases your AOV and ultimately your lifetime value of a customer. And this last point is the biggest thing that I see holding people back is they optimize their whole business and their whole website based on front-end conversions. They have a certain number in their mind of what the rorowaz needs to be.
And if it's not at that number, they start to turn their ads off or they start to scale down their ad spend. And it's because they're trying to be profitable on the front end. All of these big businesses, they are not in the order business.
They are in the reorder business. They have a very good understanding of what the payback period is. What you want to be thinking about is what is my repeat purchase rate?
How quickly do they repeat buy? And then what is the gross profit margin the second time that they order from me? Once you really start to get firm on what your numbers look like at day 1, at day 30, at day 60, at 180 days, it changes what you're willing and able to spend in order to acquire one.
And you might be spending 10 grand a month on ads because that's the limit of what you can spend. But what happens if it only needs to be one/ird of that? Could you spend a h 100red grand a month?
Could your business be infinitely bigger than what it is right now? So, I urge you to do that exercise because it is a very enlightening one and it's what takes a business from doing a million dollars to 10 million and beyond. That's exactly what these guys do.
Because if you type in Andrew Huberman supplements, they are running a Google ad leveraging Andrew Huberman's brand name and sending that to a customdesigned landing page that is specifically for Andrew Hubman listeners. What's a substack that Andrew Hubman takes? You Google it, you find it, and here, boom, boom.
Recommended by Dr Andrew Huberman. Again, they're not just saying, "Buy my shit," like everybody else does. If you've been following my channel for any length of time, you know that's not how it works.
So, what have they got as the CTA? Unlock offer. That's exactly what we want to do.
And the lesson with this is is so many businesses are completely relying off meta ads, Facebook and Instagram, or maybe they're relying off SEO. They're relying on one single channel and that is like building a table with one leg. It is not very secure.
Focus on back-end funnels and LTV optimization, not just front-end conversion rates and thinking how do I make this page better? How do I discount harder on the front end? No.
Think about what is the upsell flow? What's the user journey look like when someone buys the product that really maximizes that on the back end? That's the bottom of the iceberg that nobody sees, but that's the thing that allows you to spend more money than anybody else in acquiring that customer in the first place.
And then retarget relentlessly. These guys don't rely on all their podcast and all their influencers do all the heavy lifting. They're running 400 plus ads retargeting the living [ __ ] out of people in every corner of the internet on every single platform using every single type of ad creative to get those people.
They don't rely on just pushing people to the front end and letting them all leak out the back end. They need to be constantly reminded and refreshed of coming back and pushing these people to specific offers and specific landing pages. And you want to do the same thing, too.
Now, I have put all of these resources from this $600 million playbook in a document in the resources below for you to download, swipe, and deploy immediately. And if you enjoyed this video, you're going to absolutely love this one I put together on influencer brands.
