The Growth Letter: Issue 01
“Once you've got a task to do, it's better to do it than live with the fear of it.” ― Joe Abercrombie, The Blade Itself
Insight from the Week
Start training your replacements early.
This last week's been one of the busiest of my life with work.
Long hours of Zoom calls, Slack messages coming in left and right, planning live events for 2023, a Black Friday sale, launching a course, and training a new Marketing Manager. I’m sure I’m missing something in there.
It’s the first week that I feel like my energy is overtaxed since I’ve started the transition into General Manager. It was the addition of the training for the Marketing Manager that did it. They suddenly need hours of my time every day… that I don’t have to give.
The problem? I didn’t train anyone else on the team how to do things I could’ve easily trained them on.
Now I’m left with a lot of non-management tasks on top of all the management responsibilities.
I think the lesson from all this is:
Start training other people how to replace you far earlier than you think.
Because by the time you want them trained up, it’ll be too late. You’ll realize you don’t have the capacity to train them effectively and it’s far faster to simply do it yourself.
But if you keep just doing it all yourself your days will keep filling up, and filling up, and filling up.
So, get it all off your plate three, six, twelve months before you think you need to.
Anyway, that’s my main insight from this week.
Let’s Look at Data
We’ve been heavily focused on improving our 30-Day Challenge funnel since June of this year.
The goal is to get it to breakeven on Day 0 (meaning we spend $1 and make $1 back almost immediately).
At launch it was pulling in about 6 customers a week. Last week it pulled 106 customers who spend $5,954 off $7,713 in adspend, getting us to 77% ROI. 67 of those customers were brand-new.
What’s made the biggest difference in conversions?
On the sales page itself, I used the copy from top-performing ad and made that the lead for the sales page. Essentially using the data from the ads to inform what to put on the page. This also creates more congruency between the ads and the page itself.
What we’re testing next:
- A completely separate sales page
- Adding another upsell to the purchase process
Why these tests?
Right now we’re getting an average conversion rate on the page of about 0.75%. Meaning out of every 100 people that land on the sales page, about one of them will buy. If we can increase the base conversion rate and increase the average order value for every purchase, I think we’ll cross the “spend a dollar, make a dollar” threshold.
Image of the Week
Sometimes appreciating ourselves can feel like a punishment. Remember to take time to appreciate everything you've accomplished in your life.