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Welcome to the Rise of an Empire
from the Costa Coffee drive through.
(upbeat bass music)
Okay, so, tomorrow we are catching up
with a new One Man Empire fellowship customer,
which is absolutely amazing.
We're gonna be talking all about Facebook
as a thing in their night and day planning session
trouble is, we've got a lot of prep work to do to make sure
that we get this campaign absolutely nails.
So, coffee time then, what d'you think?
So, we're gonna head, in the drive-through at Costa,
that is what we (laughs), what we like
and we're gonna get some caffeine,
get this day fueled
and then we're gonna talk Facebook strategy
and we're gonna talk you through exactly what we're doing
and what we're planning
and it's gonna be amazing.
So let's go grab a coffee.
(gentle music)
Now, we had a debate this morning,
I am a huge McDonald's coffee fan.
Now, McDonald's gets a really bad rep.
a) I love McDonald's cos they are a brilliant business model
and b) I love McDonald's coffee
but, they've got this new Costa drive-through
so I'm gonna give that a go.
What are you having? What's the plan?
- [Em] Flat white.
It's a flat white for Em, cappuccino for me.
Let's go and see what's going on
and let's get a bit more Bon Jovi on the go.
(country music)
Waiting.
(Em giggles)
(country music)
Still waiting.
- [Barista] Hello, Costa Coffee,
can I take your order please?
Morning, yeah, can I get a flat white and
a cappuccino please?
- [Barista] Anything else for you?
No, that will be amazing.
- [Barista] Yeah, if you'd like to make
your way round please...
Thank you very much!
Woop.
(country music)
See, the biggest trouble with drive throughs is this,
Nine times out of ten, it's quicker to go into the shop
and just get it.
But I think we slowly there, we've got a car in front,
and then we're gonna load up.
I know it's all fake, but...
What do you think about Facebook, how's it gonna be?
I love Facebook.
Emma is like the Facebook ninja
so when it comes to making money on Facebook,
she literally just kills it.
She sits here, like, and gives the aura
that she just, like, "Shut up, let me talk,
I know what's going on."
So, I'm super, super excited -
- [Em] Did you just diss me?
No, not dissed you at all [Em Laughing]
- [Em] I think you have.
I'm telling them that you know exactly what's going on
and in fact, people need to shut up and just listen to you.
- [Em] You could learn that one.
Yeah, I could definitely learn that lesson.
So, hopefully this is gonna be here in a moment.
(country music)
So, we've been literally just planning
everything for tomorrow which is gonna be super super cool.
Now, what we always find is when people come and say
"You know what? We gotta traffic problem,
we got a Facebook problem, we need to bump our ads."
That's not normally the initial thing that needs to happen.
I'm gonna talk you through right now, on the board,
actually where the big problem is and then
ultimately how we go about fixing that whole thing.
So, let's jump into this right now.
[Singing] On the good old whiteboard.
So, when we're doing these things normally
this is what always happens and basically
let's talk about, like, our sales funnel
and people coming, people come and say
"Charlie, right we've got this thing and there's part of
this whole process, we basically wanna spend more money."
Normally, at the moment, on like Facebook or Google
or whatever it might be,
to get more people in the top.
It's like,
"Charlie, we need more people on the top of our bucket
so we can make more money out of the bottom."
Which sort of makes sense on the surface.
The trouble is, when it comes to this whole concept
of actually having a one-man empire,
and you're doing this,
and you're trying to compete with the big boys
and out-market the big boys,
the more money we throw in here
doesn't necessarily mean we get more money out the bottom.
You see, the trouble that most people have,
isn't actually a traffic problem
it's the fact that they've got this funnel like this
and they've got what we call
a big, old, massive, leaky bucket.
So they might throw 100 people in here,
and only get one person out the bottom
because they might lose 20 people at the home page,
they might lose another 50 people at the checkout page,
they might then lose another 10 people when they finally
get to put their credit card information in,
they might lose 9 people because the website loads so slow.
And all of a sudden, actually, we think
"Oh, actually, we're gonna spend more money marketing
on Facebook we put 1000 people in, we might get 10 here."
But all this extra money that we're putting in is just
absolutely killing us.
And this is why big brands absolutely love it
because this is how people fail at Facebook quickly,
and people fall out of the market.
So, what we do, is we need to be a little bit smarter
when we are building this whole thing as just one man,
as a one-man empire, when they have the business.
We need to start plugging these holes first,
so, actually, we can start plugging these holes,
and we've got 100 people that come in the top,
we can actually, with 100 people, we can now
possibly get 10 people out the bottom.
We've basically 10 times our return.
Now, if we can plug these holes,
the awesome thing is then,
if we actually go, we take this,
and then we throw more traffic in at the top,
or more people in the top,
if these holes are plugged
and we have less people coming out,
This, then, if we get 1000 people,
this actually becomes 100 and means we get a better
[Singing] R.O.I.
On our money, which is where it's at,
because if we can get a better R.O.I.
than all the big people,
the big brands aren't smart enough to think like this,
they just throw cash at everything,
because they just give them to a marketing agency
that does all this stuff for them.
The wrong way to do it.
You want the health of your business,
you want to make sure you understand all of this stuff
and do it for yourself.
So, this is what we've been working out today
for the customer tomorrow,
is how to plug these leaky holes,
and then when we plug these leaky holes
what we can do is we can turn this number of people
into more money at the bottom.
Which is a win.
I'm gonna show you in just a moment how we're gonna map
this thing out for the customer tomorrow.
It's gonna be amazing.
OK, so, we just mapped this whole thing out,
which is gonna be amazing.
So, basically, how this thing looks now,
I've mapped out e-commerce 'cos that's what we're
talking about tonight,
but really it doesn't matter,
whether we're taking about e-commerce,
whether we're talking about product service delivery
or whatever it might be.
The same principles apply.
It's a basic funnel.
People go to a website.
They add something to a cart.
Or they, I dunno,
whatever it might be to get in contact with you
They then go to the checkout
and then if they make the checkout,
they complete the purchase.
But, we have a tonne of things that could happen on the way
so we need to make sure, using our Facebook ads
and filling our leaky holes in the bucket
we actually make this whole thing work.
Because of course, if someone goes to the website,
then gets to the product page,
they might get to the checkout,
but they might not complete the checkout
so we need to fill that first hole.
So, the way that we can fill that first hole is actually,
moving people across to our abandoned cart
and our abandoned cart drives them back to our product page
and says "Hey, you know what, we saw you tried to do
this thing, how about we incentivize you to come back
and make your purchase?"
So we drop them back in.
The other thing that might happen of course,
if we get them to a checkout they might have put details in,
they might have put an email address already,
and then we go, "Nice little email."
And the email says
"Hey, we noticed that you tried to do something."
and we drive them back to the product page.
Converted them.
We might get someone that goes all the way to the checkout
they complete the things again...
This is where most people mess this whole stuff up,
they get someone to buy something then they don't follow
them up on the backend.
So, if someone buys something,
the next thing that we want to do is, actually go,
hey, how about we send them some emails,
back to the product page,
and we would probably even have some sort of Facebook ads,
which keeps those people buying,
drives them back to other products, other offers
and all that sort of thing.
Now, what this then means is, is then we spend our
Facebook ads up the top here,
and we drive people to our product pages
or we drive them to a Facebook post page
which drives them to a product page.
Actually, we start thinning people out with all these things
and arguably, if someone gets to a product page
and doesn't buy, and again, we can re-target those people
back into our Facebook page to get them in
and they get this ever loop of going...
Actually, traffic comes in, traffic gets to a bay,
traffic to checkouts,
then they buy and they spend more stuff.
So, all this money we make, more money.
So, that's the plan guys we are going to map this whole
thing out tomorrow for the customer, for the client,
it's gonna be amazing.
And if you learn anything,
or take anything away from this today,
it is it, you gotta think, actually, like,
a One Man Empire.
You can't think like a big brand,
that can just throw money at this stuff.
You gotta plug holes in the leaky bucket,
and once we've plugged those holes
we can throw more people in the top
and that means we make more money out of the bottom,
rather than always focusing on the front-end,
the big, shiny, new thing. Perfect.
(bright music)
Alright, so that is, ahhh, the coffee is, done,
the caffeine has worn off. The morning is now.
But, the most important thing is
that we have this plan in place.
(bright music)
for tomorrow, which is gonna be amazing,
so, whenever we do a night and day planning session
we spend a half day with the customer, it's awesome,
we get to sit down, do everything,
map out on the whiteboard, get some lunch,
which is super, super cool.
So, we're gonna be really excited for that and,
all that leaves me to say is
we will see you on the next Rise of an Empire
very, very soon.
(fast music)