Mel,
Last week I interviewed two Bobsled Grads, Michael Strickland of Ship A Car Direct, and Gonz Medina of Blue Chip Wrestling.
Gonz Medina says:
"We came into the Bobsled Run and had a lot of marketing experience. We thought, “We’re not going to learn a whole lot that’s going to be applicable and really make some big leaps in our business.” To your point right here, #1 is “We know nothing.” What we thought we knew was completely different than when we would test out assumptions.
We grew our retail sales year-over-year 48%, and we’ve done that two consecutive years in a row, which is amazing, and we’ve grown our list.
Even if your conversion rate stays the same, just getting a huge increase in your opens makes a significant difference. Just testing that little part and then moving into the copy and testing the copy next, you get your lift from the first step and then you get a bigger lift from the second step.
We’re getting ready to send out our new catalog, and instead of sending 30,000 catalogs we’re going to send 5,000 catalogs to our top 5,000 buyers that we KNOW are going to open up their wallets and spend money.
When we moved from Aweber to Infusionsoft we had 8,000 customers on that list. We pretty much ritualistically ignored these people. We sent them all the same e-blasts periodically. When we weren’t quite organized, we’d just blast it out every so often.
Now we’ve grown that list from 8,000 to a little over 44,000 people."
Michael Strickland of Ship A Car Direct reports:
"I run an auto transportation brokerage. That’s about as sexy as wrestling onesies. But just to even talk about it more broadly, as Gonz was going through a lot of the stuff he said, I was sitting here nodding my head and jotting down notes and thinking about how nothing that is taught in Bobsled Run is in any way industry-specific.
It doesn’t really matter what you do, what you sell, or what your business is. You will reap benefits just by using the techniques and the skills and stuff that you acquire.
Prior to signing up for Bobsled Run myself, I would classify myself as a spider monkey. I didn’t come into Bobsled Run as an 800 pound gorilla. I’ve sort of evolved into an 800 pound gorilla.
When I joined Bobsled Run I was running a business that was doing $6-7K per week. Our yearly gross was somewhere between $300K-$400K pretty consistently. During the course of Bobsled Run I was able to grow that, so that by the end of Bobsled I was averaging $9K per week. This was spring of 2011 when I first did Bobsled.
So here's what happened: Perry in his way just sort of sits there and I blather on like I’m doing right now, then Perry just goes, “So why you? Why am I going to buy from you?” and I’d never been asked that question before. I’d never even considered it. It was like, “Of course my customers want to buy from me because….” and then there was just radio silence.
I was like, “Gosh, why DO customers buy from me?” It was a big stumper.
Then we just started chewing on it and came up with something that gave me a unique angle on my industry. Subsequently it made my ads better and just started unlocking every facet of my business. It made marketing channels much easier to decide what was right and what was wrong.
My AdWords account took off as a result of it, and not just by the sort of blocking and tackling of basic split testing and those sorts of things. It was really just coming at the whole thing from a different angle.
I literally went into Bobsled Run and had the money from a profitable month and I could either put it in the bank or I could put it in the Bobsled Run. When I put it in the Bobsled Run I literally felt like I was putting all this money into buying this bag of magic beans, that I’d go home and have to tell my wife, “Either the beanstalk’s going to grow and we’re going to go up to find the golden eggs, or we just sold our cow.”
The reason my investment in my own education has grown exponentially in the years since I first joined Bobsled Run is because so far, quite honestly, everything has been magic beans. Every investment I make in terms of my education and my investment in myself and my learning as an entrepreneur has paid back probably 10- or 20-fold.
You’ll hear the analogy that once you unlock AdWords, when you figure out how to put $1 in and get $2 to pop out, you just start throwing more dollars into it. It’s the same thing with my education with every investment that I make.
I’ve grown it to the point where literally two weeks ago right around the Labor Day holiday our sales dipped below $30K for the week and I was like, “Ugh, what a terrible week!” The same thing has happened to my bottom line and my income, and it’s all ROI from stuff that I’ve learned in Bobsled Run, hands down, without a question.
Without even seeing whatever Perry is going to guarantee you right now, I would back that guarantee, whatever it is. If you do what he tells you to do, and you don’t get the results that he says you’re going to get, you can cash in on him and you can call me and cash in on me, too. How’s that?"
Gonz Medina chimes in: "And if you just take one piece, the 80/20, the USP – if you just take one little nugget and learn it and use it and live it and put it in your business, you’re going to get the lift. You’re going to get your value out of the course."
Starts Tuesday, Oct 14. By application only. Apply here now:
http://www.Bobsledrun.com
Perry Marshall
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