The clever tactic I used to make $250,000...[in 3 days]

You are missing out on six figures in profit per year, an extra six figures in profit per year without building even a tiny audience. I recently had a six figure launch on a brand new product with a tiny email list of 600 people. This is super applicable to entrepreneurs who are building businesses and don't have big followings. And I hope that you take away from this call that you don't need a big following in order to have a really successful launch and a really profitable business.

I want to tell you a story about something that happened two weeks ago. As some of you know, I launched a new product here@capitalism.com It's a product that's separate from the 1%. It is separate from the Capitalism incubator, it's separate from our events, and it's a new type of community and it's called Capitalist Pigs. And the Capitalist Pigs is a community that I'm building. It's super new. There are 50 people in it right now. And this community is sort of like the mastermind that I always wanted to build. The reason I'm telling you all of this is because I launched this product purely through email and I launched this product two weeks ago. You could not buy it with a credit card. You could not buy it by going to a website and entering your credit card. You had to buy it in Ethereum. Now the reason you bought it in Ethereum is because we issued an NFT to everyone who joined the community and that is their pass to get into our events. It's their pass to get into Discord, which is where we're doing our communication. It's their past to get the investment deal flow that I'm sharing with this group. Because everybody gets three years of private access to the deal flows that I'm considering investing in or bringing to the network or promoting from the incubator. So this was not an easy thing to purchase. It was also not an inexpensive thing. Wasn't the most expensive thing that I've ever sold, but it ended up costing about $5,500. I'm telling you all this because I launched it just with email and we did just over $250,000 in sales, which is great. $250,000 in sales. We sold out. It only took a couple of days to sell out. It was 600 people and it did $255,000. This matters just a little because some of you have heard me talk about building audience, you've heard me talk about building email lists and you have had a hard time justifying why you need to go put in the time to build an email list or to build an audience, because in your mind, you're not seeing how that's going to be profitable right away. You're focused on selling product on Amazon. You're focused on taking product sales through Shopify and Facebook ads. You're looking at building audiences with influencers, which all works, by the way. It's all great. But if you are not using that effort and that energy and that focus to build the email list, you are missing out on six figures in profit per year, an extra six figures in profit per year without building even a tiny audience. Now, here's a question for you. How do you. What do you think my strategy was? What was my strategy for getting this list of 600 people to buy this premium product? My strategy was very simply to document the process. I documented the launch of the nft, the launch of this new business.

To that email list, and that was how I sold it. Now, what did it mean to document something like this because I was selling it. How do you document the selling of something? Well, if any of you were on that list, you could go back and look at my emails where I simply said, hey, guys, something weird happened last night. Someone found the source code of this project and they bought it early. And a couple people bought while I was sleeping last night, even though the order page isn't up yet, which means that people are starting to get in behind the scenes and buy. I don't know how they're doing it. Apparently this is. Apparently you can go in the source code and find out how to buy it. This is beyond my pay grade. I don't know how people do this, but I want to give you guys a heads up that people are finding this and buying it. Now all that is is telling a brief story about what was really happening in the business, happening inside the launch of this business.

And guess what that did. That encouraged several people to go look up the source code and buy it or find out how to do that. And we had 10 people buy this product before launch day. I have no idea how they did it, which is kind of a cool problem to have. And we were talking about, like, do we shut it down? Do we like. And I was like, look, if somebody wants to, like, work this hard to buy something, let them. And I would tell that to the email list. So another one of those emails went out and said, hey, this is weird, but we're 20% floating goal and we haven't even launched yet. So people obviously want this and if you're on this list, I'm going to give you a. I think it was a 30 minute head start before everybody else. I was truly just documenting the process about what my thinking process was about how I'm going about this, about just launching this thing. And that resulted in.

Selling out the product. Now let's relate this over to building a brand. When I was building sheer strength the first time, the first time I was building sheer strength, we had this product, I don't even, I don't think it exists anymore in the company. It was a product called Shear Alpha. And Shear Alpha was at the time a pretty high end hormone optimizer. And Shear Alpha was, I think we sold it for 59.99. And that was at that time that was a pretty high end supplement, especially on Amazon.com and we were, this was back 2014, 2015. The game was a little bit different, but we asked ourselves the question, how could we sell as many of these as possible and come out of the gate with hundreds of reviews? How could we just make a real splash on this product without going through the grind? Could we skip the grind, go right to the growth and the gold where we have this product doing 25 sales a day. So 25 sales a day at a $60 price point is what, that's like 1800 bucks or $2000 with really high profit margins. It had 50, 50 some percent profit margins. So in our minds we were saying, okay, well if we could get this high end product right out of the gate, right, just clear through the grind, get it to 25 sales a day, that's an extra like thousand dollars a day in profit. So how do we, how do we make sure that happens? And we launched out of the gate with 1,000 units sold and we put four to 500 reviews on that listing within about 60 days. And we did it with a very simple process with our email list. We did not run ads. Facebook ads were new at the time we were running. We didn't have an influencer. We had an email list of my room, if my memory is correct, it was about 5,000 people, three to 5,000 people, not huge, but substantial enough. And we ran a survey to our audience and, and we simply said, we're thinking about doing this product and this product is going to be a high end product. But if we had a high end product and you knew that it would work and that it would bring you this result and this result and this result, would you buy it? And we just got yes or no answers. We shared that feedback with the rest of our audience and said, this is what people are saying. They're saying they really want this product. We're working on it right now and it'll be ready on this date. Stay tuned. And then we documented the launch of this new product. You guys are sticking with me, right? This isn't rocket science. So we kept documenting just the release of that product. This is what we put into it. This is why we did it this way. This is how we're, how we're thinking about it. This is why we're pricing it this way. And we simply built up emails telling our audience what was coming. And then when we launched, we did a discount, a promo, and we sold a thousand units, put hundreds of reviews on within about 60 days, and my friends, within a couple of months, that product was one of our top three most profitable products in the entire business. It did not have the volume of some of our products. It didn't sell 100 units a day. It may have sold 50, but it was kind of a like volume wise as a middle of the pack sort of product. But it was one of our most profitable products in the whole business. And part of the reason for that was because we were able to come out of the gate with those sales. And we documented it through the email list. Your list does not need to be huge. Your list does not need to be thousands of people or tens of thousands of people. It can be a few hundred people. In my book and in a lot of our trainings here, you might hear me say that you only need a few hundred people to do damage. I just proved it to you guys. This is a live case study. 600 people was a six figure launch. And yes, you could say, well, you had a premium product. And Ryan, you've been in the game for a long time and some of these people have been following you for a long time. But realize there were many people who bought this product that have been following my work for 5, 6. There was one person who had been following my work for 12 years. 12 years. But these people had never bought anything from me. They had never bought a course, they had never come to an event, they had never bought the 1%. They were podcast subscribers or they were YouTube subscribers, or they just read my emails. Some of them were just friends with me on Facebook, never bought a single thing for me, ever. But they bought this. They bought this at a more premium price point. While I was documenting the process. I didn't have a product to show them. I didn't have experience in this space. I simply, very thoughtfully and very honestly documented the process. Now, let me share something with you guys. This idea of documenting the process has almost become like a cliche at this point. So let me give you a really good example of this. And Joe just made a great point in the comments. If you're, if you can see the comments. It. This is a very, very good point that Joe Calabria just made. And I'm put this on screen. What's great is this moment, this moment, me sharing this with you is still just documenting the journey. He is absolutely right. Some of you follow my work so closely simply because I share these things with you. Because this book right here, 12 months to 1 million. You see that beautiful book right there? Sold 150,000 copies, my friends. That book right there, 12 months, 1 million is the story of me documenting a process, sharing what is going on. If you do this in your emails, if you do this in your content, you will build an audience that wants to buy from you. I was.

I try to go to Burning man every year. I'm gonna miss this year, but.

I was at Burning Man a couple years ago and I'm what they call a day burner. So a. A day burner is I wake up at 6am to see the sunrise, whereas most people at Birdie man stay up till 6am to see the sunrise. So I wake up at 6, I go ride my bike around, right? I'm pretty much totally sober the entire time. I remember I did have one Zima at a Burning man once. Everybody else is, you know, blitzed out of their mind, but I'm sober, riding my bike around. Like, I go for the day adventures. Some people go for the evening adventures. That is not my scene. But during the day. One time I ran into a marketer named Mike Koenigs who I've followed for a long time. And.

He had told me he was going to be there, but I didn't know where he was staying. And I was like, hey, there's Mike. What's up, man? And we sat down, we had this great conversation over, over a bulletproof coffee. Dave Asprey was there. Dave Asprey was actually serving the bulletproof coffee, which is kind of fun and meta. And Mike is good friends with Dave. And we were talking about what Mike is up to now because he had a cancer diagnosis and he beat the cancer diagnosis. And he's gone through like a spiritual revelation. And I was asking him just about his mindset and what he was doing now. And he told me the Most interesting thing, I'll never forget this. He said, I now work with clients to help them share their own stories so that the people who hire them want to work with them and pay a premium simply because it's you.

And he said that? Oh, he said it at least three times. He said, they don't want it because it's fancy, they don't want it because it's new. They want it because it's you. And his work had evolved into being helping companies and entrepreneurs find and express that uniqueness about themselves so that they attracted the people that said, you're my girl, you're my guy, you're my product, you're my brand, this is my community. What I'm hoping you see in me teaching you this today is that you can see how close you are to having a very responsive audience that buys and that you're only a few hundred people away from having a five figure launch, from having a $10,000 month from pre selling $10,000 in product before it's even ready, from you, having repeat customers and tens of thousands of dollars a month in repeat orders on auto ship. With even a small email list, you don't need to come up with content to sell your stuff.

You need to share what's going on behind the scenes to build the connection with people that raise their hand and want to buy.

That's it, that's it.

And in doing so, even if you only build a list of a few hundred or a few thousand people, these are people who raise their hand and say, you are my brand, you are my product, you are my girl, you are my guy. And those are raving fans. That is how you do it. So let's clean this up and give you some action items for this in your business, Whether you have 12 or 12,000 email subscribers, my invitation to you is to start writing a weekend roundup. A weekend roundup. You can send it on Friday, Saturday or Sunday. And in this roundup, you simply share what is going on in your journey and in your company. Now, what would that look like? That would look like. Here's a photo of the prototype. It can be. Here's where my mindset is right now. Here's where I'm scared right now. Here's an opportunity that I just ran into. I just made this connection with this influencer. I just discovered this idea. If you do just that one thing, you will start to build raving fans. You send out a Friday wrap up where you simply say, launch my first product. Last week we did 18 sales I'm feeling a little disappointed, but honestly, I'm just so grateful to all those 18 people and I'm ready to like give everything I have to those people. Moving forward, I've really got to find a way to launch more aggressively so that the next time that I do a product launch, I'm doing 1800 sales instead of 18. So I've gotten involved in the 1%. And I had this call with Ryan Daniel Moran on the last coaching call and he gave me some pointers, yada yada yada. Okay, that's just a quick. I made that up on the spot. So one of those hundred people sees that and says, I've got a friend who does product launches. Do you want me to introduce you to them? You say yes, and that becomes a connection that is now a resource for you for the next product launch. But that person says to you, hey, I thought that there was some room for improvement on your last launch. I think we could tweak a couple of things and we can relaunch your existing product. Would you be open to that? And by the way, I know this agency that does review getting. You want me to put you in touch with them so you sharing the process opens up to relationships that lead to results. That's the power of just documenting the process. Now I didn't even bring up like if you document up to a launch how you will way out poll your launch or if you document a pre sale how you will way outperform most people who are doing Kickstarter or Go or Indiegogo or whatever crowdfunding platform you're using. Documenting the process enrolls people into the journey that you are on. And my assignment to you is to do that once a week with a weekly roundup. If you're feeling extra motivated, make it a video and a PO or a podcast and then write it up. Either one is fine. But for some of you, we said we're talking about email lists.

Just write it up. A weekly roundup and you add to that list over time with buyers from inserts and packaging, by posting on social media, word of mouth, being on podcasts, creating content, and it all ties back to the email list. So once again, I did a six figure launch last week with a list of 600 people. I did not make promises, I simply documented the process. I document the process by just sharing what's going on. And I do this in my content, I do this on social media. I do this with my emails. A good example of that is the one that we looked at from yesterday where I talked about throwing up in the morning because I was simply scared to fricking death. I focus on depth rather than breadth. I don't have the biggest audience. I don't have the most responsive audience. I simply have a deep connection with the people who have raised their hand and said, I care. And I care, too. To this day, email is the highest converting platform in. In all of marketing. It's the highest converting platform. Email, not TikTok, not Instagram, not Facebook, not Facebook groups, email. All those other things are awesome, and they're really awesome if they are the traffic to pull into the email list so that you can create that connection in those conversions.