Noah Fleming is a Strategic Marketing Consultant who focuses specifically on customer loyalty and relationships. He helps small to medium sized companies making between 10 million to 150 million dollars a year as well as solo entrepreneurs that have revenue of $350,000 for the year. He has coached over 1,000 people that meet these qualifications since 2005. He is also the author of the book, Evergreen, which was released January 2015.
A Quick Preview of the Podcast:
- How to ask customers if they are interested in your product/service without wasting time creating it first
- The correct way to pre-sell customers
- How this one tactic changed his client’s business forever
To See These Tactics In Action:
To See The Transcript:
Tim: If there’s one mistake you hear countless businesses make, it’s launching product without ever knowing if people are even willing to pay for it. Avoiding this mistake can save you a ridiculous amount of time and money but simply asking people what they want isn’t enough. So today’s guest Noah Fleming the author of the bestselling book Evergreen decided to try a different strategy with one of his clients and it resulted in $270,000 worth of sales in just three days. Plus it gave them a new product launch strategy that changed the business forever. It’s probably not the most revolutionary idea ever but it could make a massive difference in your business if you implement. I’m Tim Page the conversion educator here at LeadPages and this is Conversion Cast.
Before we get into the interview, I wanted to invite you to this week’s LeadPages live webinar. It’s called 4 Simple Steps to Quickly Grow your Email List Without Spending All Of Your Time On Marketing. I’ll be hosting it live on Thursday at 3:00 p.m. eastern time and it’s a really great opportunity to get all of your list building questions answered by me. To join the webinar, just take out your phone right now and text LeadPagesLive to 33444. Again that’s all one word LeadPagesLive top 33444.
If you’re outside the US, no problem just head over to LeadPagesWebinar.com, that’s LeadPagesWebinar.com and you will be able to register there. Once again it’s 4 Simple Steps to Quickly Grow your Email List Without Spending All Of Your Time On Marketing. It’s live this Thursday at 3:00 pm eastern time. It’s yours truly and it’s going to be an amazing time. I hope to see you there.
Now let’s talk to Noah. Hey Noah, welcome to Conversion Cast.
Noah: Hey thanks Tim.
Tim: Yeah thanks for being here and this is a fun one, a really interesting case study and it revolves around revenue, which always makes everybody happy. So can you share with us the results from today’s case study?
Noah: Sure. I’m going to talk about how I helped a client of mine generate $270,000 in sales in three days with one single marketing campaign. In fact hat case study has gone on to dramatically change really this client’s entire business model added probably 25% to the bottom line of the entire company. So this is really cool stuff we’re going to talk about.
Tim: I love it and it wasn’t just one short term let’s go and do this make a bunch of sales and then go back and figure out the next thing. This was something that can be used to continue to get results for their business.
Noah: Absolutely. So there’s a few things I like about this as well. It’s something that’s longstanding, something that they are going to continue to use. As I said it’s changed the business dramatically. We did this literally the sales happened over three days but putting it all together was really you know, a couple of quick Skype phone calls, about an afternoon of work and then off we went so —
Noah: — pretty cool stuff.
Tim: Yeah that’s awesome. Good. so before we get into the specifics of the tactic can you share with us kind of what it is you do and what your business is all about?
Noah: Sure. So I do strategic marketing consulting with a focus on customer loyalty, a focus on customer relationships. So I help businesses primarily small to medium sized companies revenues ranging anywhere from $10M a year up to $150M a year but I also work with solo entrepreneurs, small business owners really with anywhere from $350.,000 of revenue up to that $10M range. So since 2005, I’ve actually coached or mentored over a thousand people that fit that sort of framework. But really my real bread and butter is really working with those small to mid-sized privately held companies.
The other really important thing is I’m the author of a new book called Evergreen, which came out in January. It’s available on Amazon and everywhere else in the book’s done really, really well. So I’m excited about that.
Tim: Nice. Congrats on the book success.
Noah: Thank you very much.
Tim: Absolutely. So let’s go head and get into the tactics. So first off who is the company or kind of what do they do?
Noah: Sure. So it’s a guitar manufacturer and they’re a client of mine based out in Canada and a pretty successful guitar manufacturer. They build the guitars. They sell the guitars. They service the guitars. So that’s what they do. It’s not your Fender or Gibson but certainly a really important guitar company. Actually I’ll just go ahead and name them. I’m sure they won’t mind but it’s Eastwood Guitars. So they make vintage style retro guitars and basically the owner of Eastwood and I got together and we started working together. And then a little bit before Christmas we were really starting to look at his existing client base. What do we really want to do with these people? I mean we can email them. We can promote to them. we can send them new things but what do we really want to do with that existing client base? S
So we looked at everything, the manufacturing, process, we looked at how that all worked, you know, going over to China or going over to Korea and sourcing out a new guitar, designing the guitar, building it out, getting the specs, getting the demo, getting the model and then finally getting a sample. And then months later down the road actually getting a shipment of the guitars and having to sell them.
The tactic was very simple. I said let’s flip the script here. I mean this is a very evergreen sort of situation. You have you know literally over $100,000 people that subscribe to you and want to listen to you. You have this existing client base. Why don’t we switch this and sort of take a book out of the crowd-funding model and let’s ask them what they want first. Let’s put the guitars out to them and let’s see if they’re interested. So we built a crowdfunding platform in that afternoon and you know so anyway that’s a time —
Noah: –effort, money, all these things, all that stuff is going to take time. It’s not really true. We truly built a website in an afternoon with the entire function of being able to crowd fund, accept payments, do everything. So we launched the first guitar in September or sorry in December and the thing went gangbusters. We sold as I mentioned approximately, actually I think it’s a little bit more but about $270,000 worth of guitars in a three-day sort of marketing campaign.
So you know, it just was a simple matter of taking the lead, which I know Conversion Cast, and LeadPages you guys deal with the leads right but leads are worthless unless you take them into happily ever after. So taking the customer base and building something for them and saying okay, look here’s an idea we’ve got, who’s interested right? Well we didn’t have ten people that said they were interested. We had hundreds. Okay.
Noah: So that was really I mean it’s a very simple tactic but we just sort of switched the model and said do you want this. You know so people talk about surveying and people talk about finding out what your buyers want, finding out what your customers want. But actually putting it in front of them and getting them to take that next step and commit to it with real dollars, that’s where you change things. Because now we have people you know, not just speaking with their mouths, which used to happen a lot before. Now they’re actually opening up their wallets and taking that next step.
So that’s really it in a nutshell Tim. It’s a small, simple thing we did here. But just changing the dynamic of how we approach this existing client base, how we approach the existing relationship with them and saying you know, does this appeal to you? So as I mentioned earlier, this has dramatically changed the entire business now because every month now we’re launching new products this way. We haven’t had one yet in sort of the crowd-funding world that hasn’t been successful.
Tim: So you basically what you did was you said we want to know what you want next, you know, what that next guitar is, what the next kind of image is and you reached to your audience who said what do you want. They voted with their dollars? Is that kind of the idea?
Noah: Pretty much. In this case, we said this is what we’re thinking about doing, right?
Noah: And who would really like this? See, we used to do the same thing and Mike who I work with directly is the owner of the company, he would tell you. He would post these things to his Facebook page. You know what are you really interested in folks and people would respond with all sorts of great ideas.
Noah: And then he would say okay if we make this are you willing to buy it. They would all respond oh heck, yeah, you know, of course right? But what happen is the traditional model once the guitars came, people minds have changed, things are different now. They’re not really sure and they’re not really interested.
Noah: So you know, you’re always better to get the money upfront. And so that’s really essentially what we’ve done here and we’ve taken the old manufacturing process and just flipped on its head. I think I can see this, you know, being played out in numerous companies across numerous industries especially ones that are designing, building and manufacturing their own products.
Tim: Yeah and I like this because you know it really speaks to one of the pieces of marketing psychology that we talk about a lot and that’s choice. You have to be careful. You can’t just say you want this, this, this, this or this or you can’t just say what do you want. You have to really make it clear. Here’s the option. It’s really one option and would you buy this or not and if so buy it right now and if you buy it we’ll make it that kind of thing.
Noah: That’s exactly what we’re doing and what happens is it’s really interesting now because then people see a model and they come and they comment and they say well it would be really great if you could actually tweak it and do this or could you make a left-handed version. So we say things like you know sure get ten people together and we’ll do it.
You know, we’ve changed the whole dynamic of how this entire business used to happen which was source guitar. Again I explained all that, get a sample, make it and then try to sell them. In this case we’re preselling far in advance of even sending the design specs to the manufacturer.
Tim: Yeah and you’re giving them what they want but only when they’ve proven that they want it by actually paying for it.
Noah: That’s exactly it. My own business many, many years ago around 2005 actually launched a private community and I did it the same way because I had a very great relationship with my customer list. I had a very wonderful relationship with them. They read my stuff. We engaged in conversation but I simply went to them and said you know this is what I’m thinking about doing. who wants in. And I got back to about 300 people and said I absolutely want in. This was for a paid community in 2005. Since so I said okay here’s the deal. Put up this cash now and I will build it.
So I had sold a membership site, an online community. It’s 300 s spots at 30 bucks a month before I had even figured out how I’m going to actually structure and build this.
Tim: That’s really amazing. This really does – I love it just because again it so avoids one of the biggest mistakes that so many entrepreneurs make as launching a product without knowing if people ever want it. They spend all the time, they spend all the money and then they end up with nobody wanting it or they end up with a million people saying they want this, they want that, they want this, they want that. Like you said, they release it only to find out that really maybe people say they want it but they’re not willing to pay for it and I really like that. You know it was proven with results. So this was a lot of fun Noah. Thank you so much for sharing this on Conversion Cast.
Noah: Oh my pleasure Tim. I’m happy to be here.
Male Speaker: If you found this episode of Conversion Cast, valuable, you’ll love the free Webinar that Tim is hosting this Thursday at 3:00 p.m. eastern. It’s called 4 Steps to Quickly Grow Your Email List Without Spending All of Your Time on Marketing and it’s designed to do just that. This has been one of our most popular webinars and the event fills up quickly so make sure you don’t miss out. Head over to LeadPagesWebinar.com and register now. Once more the webinar is called 4 Steps to Quickly Grow Your Email List Without Spending All of Your Time on Marketing. It’s happening this Thursday at 3:00 p.m. Eastern time and you can reserve your spot at LeadPagesWebinar.com. We hope to see you there and of course we’ll see you on the next episode of Conversion Cast.
Listen To Discover How Noah Fleming Implemented One Tactic To Generate $270K In Sales