Así se escala un ecommerce de manera sencilla (lo único que importa)

Great. Very good. This is both a masterclass for those who haven't listened to it and a pop quiz for those who have been here for a while. If you've been here for more than three months and don't know how to answer. I have. Okay, I'll take all your money. Today we're going to talk about how to scale in e commerce. What are the two things you need to scale in e commerce? Customers. Very good. Products and customers. Oh, but it's all about customers. It's all about customers. One, getting customers well, but in a profitable way. And two, making a profit from them. Making a profit from them once a month. Basically, all we need is this. Why? What for? In the end, this is said very quickly, but this is where the website, email marketing ads and organic content come in. And this is where campaigns to make a profit come in. So a simplified way of what? Jesus Orozco, who we all know here, I listen to him a lot and he says it like this. He says it like the winner of the e commerce game is the one who has the most customers, who takes the best care of them and who can pay the most for them. Paying for them. I find this one of the most interesting things. We'll see later. Okay, but who has the most customers getting customers profitably and who takes the best care of them? And why is that? And why is that? Because, for example, something we all know and have in mind. Black Friday. Black Friday. The difference between you and Note Project and, I don't know, stop brands. Pwla. Imagine if you had the same offer, the same campaign structures, the same emails, everything the same. The only difference between you and these brands is the number of customers you have here in the database. Active customers who have bought from you in the last six months. The customers here. The customers. So you might have 1,000 here and they have 2 million. So on the same level, they will bill €10,000 on Black Friday and you will bill 5,000. Simply because of that, because of the number of customers. That's why it's so important to get customers. Why? Because we know that if we take good care of them, we're going to make a profit from them in those campaigns that we say are held once a month, especially on Black Friday. So is this clear? Why are we so obsessed with getting customers profitably? Tell me in the chat if this is clear to you, what questions do you have about this? Give me some feedback. Doubt. Tell me, tell me. Well, open the microphone.

Hi, Pao, I have a question. Because, for example, in My case, since the product isn't that popular, how can I make that customer profitable in the long term?

And I think we talked about this in part 11. Most products aren't popular.

I mean, they're not frequent, but they're.

Not recurring by nature. Products that are naturally recurring are those from Cuyotera, which are cheeses. If you eat the cheese and you like the cheese and want more cheese, you will buy more cheese. For example, I can't see it here. Now look, for example, Salento, who sells fabrics, the same thing. I mean, these are products that are naturally recurring, but most are not like that. So here we have jewelry, books, yoga products like those from 3D crafty, that are not naturally recurring. But that's why they have to be cared for differently. That's why it's so important. And one way to care for them is by offering them something else. Offering the option of giving your paintings to your friends or a Rebecca. Every day millions of people move houses and those houses have to be decorated. So when a friend goes to the house of her friend who is moving and says, wow, the walls are super pristine, well, your head will come to you. Wow, Rebecca can buy you a painting. I bought it and I love it. Look, take it. This is the discount code for your friend that's also recurring or a gift. That friend who is going to give a gift. And you can also do it in a way. And as I already told you, I mean, there's not just one wall in a house, there are several. So maybe someone will buy you a painting to try it out and see if they like it. And then in two months they'll say, wow, I'm going to decorate this wall. And you'll be doing a two for one offer on paintings. Or if you buy the large painting, I'll give you the small one for free. That's taking care of the customer. These are offers that we launch to encourage purchases. And the good thing is, I'll explain that later, but we package it within a context that could be your birthday, International Art Day, whatever. What other questions do you have? About what? We've seen specific cases, questions that you have about your store, about this. Basically, what is the most basic thing, which is that you have to get customers profitably. And that's why we have to be obsessed. Why do we have to be obsessed? Because five years ago, what you're now paying for ads would have been shown to 5,000 people instead of 1,000. Why? Because acquisition costs are going up. Not for nothing, simply because more people are Advertising. And since it's based on bids and the number of people who have mobile phones isn't growing at the same rate, it's more expensive to advertise and get in front of people's screens. Let's see if that closes. What's being said? What questions do you have, man? Turn on the microphone. Now let's see. I want to know how we can start bringing profitable customers or bringing customers to our store. Ah, once we have. Well, we already have a page set up that's working, which in my case is working, but we see that no new people are coming in. That's where we're going to look at it, specifically to see where you are. And I'll tell you exactly what you have to do. But basically they'll be ads. So that's it. Let's see what prior work needs to be done before the first ad, let's say. Exactly. Okay, so before going to that point, which if not after I finish with the board, you raise your hand again and we look at it and show me. I want to finish with this. Okay, so we know. I mean everyone understands why you have to be urgent when it comes to getting customers and accumulate them. I mean everyone. Please tell me in the chat, does everyone see the importance of getting clients and as many as possible, tell me there. Yes, through the chat or not? Yes, yes, yes, yes. Perfect. Okay, so let's go to the first part. Let's go to the first part. How do we get profitable clients? And here I'm going to put an asterisk that I'm going to relate to this, paying more for them. So I don't forget. So what we have to have is a website that converts a website. Lets call it a website and an offer. I mean these two go together one without, the other doesn't exist. Why? Because we already have the. We can have. The discount is what we offer to the market in exchange for money. For example, the same product can be offered in very different ways. It's not the same. For example, I always use the example of Isma's tea flavor. He sold teas. I mean, he sold teas. But how did he structure the offer? It was simply like a typical teashop where you would go to his online store and he would have an infinite catalog of flavors, types of weight, everything. So what we did was change the offer so that it would be like a gift. Well, this is my attempt at a gift. And what was that gift? The tasting pack. In other words, we understood. And this is what I apply to many of your consumable products that people were afraid to buy. One kilogram, well, not one kilo either, but 200 grams of tea when they hadn't even tried it, if they liked it. So what we did was a tasting pack with different tea sachets so that they could try many and then decide if they liked them. So what we did was a tasting pack with different tea sachets so that they could try many and then later decide if they liked them, would buy the big one, the big sachets of the same tea. So what we were selling and the website were almost exactly the same. Then we added conversion stuff and such. But so you can see that the offer, what we present to the market is very important. In fact, it's the most important thing. Then here we have the email. It looks like crap, doesn't it? I mean, it looks far away, to hell with it. But hey, you know what I'm talking about, the email. This is where the pop up comes in. The pop up which in this consultancy, the average conversion has to be 67% exactly as I say in the program, the flows, which are the spider web of email marketing, and then the campaigns, which are somewhat linked to the campaigns to make a profit. But here, what do we do? Value, value, value, value, value, value. In other words, a value to sales ratio of 50:1 for every 5 for each value for each email. I'll say it. For each sales email, we send 5 of value. And how do we do this? We launch campaigns. Campaigns are not advertising campaigns, nor are they campaigns to make a profit. I know the nomenclature is a bit confusing, but we send emails about, for example, in Jose Antonio's case, cheeses, how to eat them, how to tell the difference between bad cheese and good cheese, which are the best strong cheeses, huh? All value, value, value, value. And then once a month with the campaigns to make a profit from the sale that you created, in other words, we burst with sales. So that's why a fear that many, many founders of online stores have, in fact, many of you have told me, especially before joining me, is that how are you going to send emails if you hate the emails that are sent to you? I mean, it's just like that. And it happens to you a lot. It happens to many of you. So how do we solve that? We make people want to open our emails because, damn it, he's not trying to sell me, he's telling me what the trends are for dressing well in summer, what are the best pieces of jewelry from their mother's Fashion Week. Uh, what are the best books for your son? Value, Value, value, value. And once a month, we prepare an offer that they love. And on top of that, with that value, value, value, we create a connection with the audience. That's why many people here have come in, because they've seen my emails for months. Where was it? Here. This is how you can make a product page. I'm telling you this so that you put yourselves in the position of the client. Why would you know about my emails? Because you were interested. Because. Because you knew I wasn't going to sell to you. Because you knew I was going to give you value. This is how you make a product page. This is how you make decisions in the ads. This is how you make emails. Boom, boom, boom, boom, boom. Then you feel so much reciprocity with me that in the end, you buy from me sooner or later, I'm sure of it. So. And this is where the ads come in. Once we have the Gmail marketing website, which is the before of the ads. Ads are simple. They are the most complicated. But if we work well, the previous one is simple. Why? And here we have all the ads that I'm going to link to. What Jesus Orozco says about paying more for them. It's very important to have your offer and your product well structured so that you have a high margin. A high margin. Because many of the people who come here, I break their heads when I tell them. Well, when they tell me, they start making ads and they say, pow. I'm super happy. I have a ROAS of 10, I have a ROAS of 12, I have a ROAS of 7. And I ask them, okay, what's your roas break even? Nothing. A two with two. And I tell them, terrible. You're doing terrible. What you want is to get close to that roas break even. Why? Because what we want is not to invest. Imagine. Ah. Everyone here understands the concept of roas breakeven. Who doesn't understand it? I'm going to do a BB nuance. No, please explain. Okay, I don't remember. I'll take a sip and explain it to you. Okay? The concept. The concept of break even means break even point. Okay? So B is break even. It's equal to break even point. Break even point. So it means an roas means if I put in €1, how much do I get? In other words, if I put in €10 and get out €20, my ROAS is 2. If I put in €5 and get out €25, my ROAS is 5. That's how much I'm multiplying each euro I'm putting in by. But of course, in e commerce, the product margin comes into play. So no, maybe I put in €1 and get out 2. But that's when I'm losing money. Why? Because I need to multiply it by 2.5. So the break even roas is the roas, the point in the roas at which I get to zero. If it's higher, I make money and if it's lower, I lose. Do you understand? Breakeven? Tell me in the chat. Yes, yes, yes. That's great. Holy, holy. How do I explain this? Wait a minute. So once I understand this, why do I want to get close? Why do I want to invest as much as possible? Sorry, why do I want to get as close as possible to my robis? Breakeven? Because it will mean that as long as I maintain my profitability, I am acquiring the maximum number of clients possible in the same period of time. Why? Because I don't want to invest €10 a day. Well, I'm going to do this a little better. I'm going to give you two scenarios. I'm going to give you two scenarios. Okay? Scenario one. Scenario one. I'm investing €10 a day. I'm making €100 in sales. And for me, €100 is five orders. Okay? So my average ticket, my average order value is 20. Okay? So my CPA, my cost per customer is 10. It's €10. And my ROAS is €10. I mean, sorry, my ROAS is 10. No, €10. It's a bit confusing, huh? But since I'm spending €10 and I'm getting five sales out of 20. Okay, my CPA is 10. Then we have the second case. Instead of €10, I'm investing €100. I'm investing €100 and I'm getting €300 in sales. I'm going to leave my onboard value the same at 20 to do this. So what are these? 15. Right, 15 sales. 15 sales. But my ROAS is 3 and the ROAS is break even. Roas. Oh my gosh. My roas is break even, is 2.2. Which you. I prefer. Tell me. Right there, the one on top. I mean, number one. Right? Very good. Yes, Number one. Number one. Let's see. More people. The people who've been here the longest. What do they say? Come on. The people who've been here the longest, let the newbies be here saying. But for example, what does Ursula say? Because there's More time right now. Now. Now I'll explain. Now I'll explain. Yolanda. Estefania. Damn. Estefania's renewed in everything. Estefania has to know the answer. But she's keeping it to herself so as not to screw it up. Number one. Yes. I got distracted. Very good. Well, out of class. I got distracted outside of class. Let's see. Estefania, who's been here a long time. What does she say? Her surprise test. Uh, no. You didn't expect it. You pay me a lot of money and I come here to make you suffer. Haha. I'm with the kids and the food. No, here's the excuse, right? That I feel bad, teacher. Oh please. Well, that's wrong mistake. Here we have more profitability. You're right, Rebecca. But what's happening here? We've only gotten five clients. And what's the maximum? As long as we are profitable, because both ROEs 3 and ROEs 10 are profitable because our ROEs break even is 2. Here we have gotten 15 clients, which we know is. Imagine in one day. This is in one day. If we multiply it by 30, these are 150 clients. And if I multiply 15 by 30, what are they? 450 clients. Look at the difference in clients in just one month. And our maximum is to accumulate as many clients as possible. Because we know that by taking care of them. We know that by taking care of them, their money will end up in our bank account. Because if instead of 150 clients per month, we get 450. If we multiply it by 12, well, I'm going to multiply it by 10 per year. That's 100 clients or 4,500. That's already a difference of 3,000 in a totally hypothetical case that I just made up here. Ah, so going back to these. Wait, wait, no, this is important. This blew my mind when I first understood it. What doubts do you have about this? I mean, this seems logical to you? I mean, it's not so much about having a high roas. Exactly, exactly, exactly. I mean, it's not so much about having the highest roas, but rather getting the maximum number of clients by pushing the machine while it's profitable. I mean, it's not so much about having a high roas, but rather having a roas above your roas break even. Yes, but since your roas is above your roas break even. Which is why we also calculate it. Well, I want to push the machine to the maximum because I don't want to get five customers a day, I want to get 15 a day, because I know that in the future I'm going to make a profit from them. And the money for the founder of the online store, which we'll talk about later, isn't in the first sale, it's in the second, third, fourth, fifth. Why? Because we don't pay for this crap here. Where's the cpa? This is the biggest cost of an online store, which is the customer acquisition cost. But you've already paid for that customer. After that, it's all profit. And how do you know how to scale a campaign if it's not for a high roas? Maybe you have a roas of two and you don't think about increasing your budget. Of course. But that's where everything we say about getting closer to better ads comes in. When you start with ads, you don't have a clue. About anything. But as you keep doing it, you realize that by playing with this hook, or playing something more emotional, you sell questions and things. Tell me, Alvaro, let's see. Uh. But it's not about this, right? Well, then, if you're slightly below your roas, you deserve to continue with the campaign because of the subscribers and followers you're getting. Quick response is no, but many times when you're starting out, for example, you Igone you've been doing it for a month, two months, so you've tried a few creatives, so you've been doing it for a month. So in your case, what I prefer now is more volume. More volume to know. Okay, this sells more to me, this product sells more to me. That's how I'm getting clients. And on top of that, you're a recurring client, so you can sacrifice that. But what we're always looking for is to get clients in a profitable way, so that they already leave me some profit on their first purchase, even if it's just €1 of profit. But the goal is to get clients in a profitable way, because as we do that, it's a money printing machine. If we are already profitable with the first purchase, then with the second, third, fourth, fifth, fifth, that's when the founder of the online store can scale to infinity. And then we start to encounter bottlenecks, especially with the daily budget. Damn, Pow. I can't go over €80 per day. Damn, I can't go over €120. Damn, I can't go Over €300. But there you your mind. If you start setting those daily investment goals, that's when your mind goes into Problem solving mode and says, okay, hey, I need to get this product, this product's angle, this product's whatever. Or improve my communication or understand my customer better. You know, Igon.

Yes, now I understand you. Okay, I mean, what. You mean what my question was because these days, for example, I had lowered the budget a little. Well, because what we were saying, my ads are starting to get a little seen, I think, and I'm a little below Roas. And so my question is, what do I do? Do I turn off the campaign because I'm going too slow with the creatives, but. Or do I keep leaving it because it keeps bringing me.

For example, here come the nuances. In your case, I would leave it because you know that you're just starting out and that you're going to recover and that you have to push yourself to do more creatives. I already told you that last week. Yes, the question is. The question is that I've already realized that until September, I mean, now August, with the girl at home, my partner working her, I don't know what. It's been very difficult. So I also, in order to not live super stressed all the time because it's a want. And can't I say, let's see if I can do something here? You don't have two hours to do four creative things. That's because it doesn't take me two hours.

Well, seriously, more hours or more hours? Yeah, well, now it's complicated, Seriously. But I'm not saying I'm not going to do it, okay? But I'm going very slowly. And so I'm super frustrated all the time, like, angry with everyone. I say, well, look, calm down.

But that's what it is. That's a guilty conscience because you know that you're not doing what you're supposed to be doing. No, no, no. I mean, it's not just that. It's also not that sometimes you have to accept the situation that you're in and not beat yourself up when it's like a matter of two or three weeks that everything goes back to its share. So. Well, I'm finding myself in that situation. I'm recording videos, you know that it's really hard for me and all that. I'm not saying I'm not going to do it, but this is the situation that I have, okay? So I see that the campaign is no longer profitable. And that's why I had a question. Should I pay for it or keep leaving it? Because it brings me some sales and followers, subscribers, etc. That was my question I would leave it in. Find the hours you need out of the 24 hour day. I don't believe you can't do some creatives. From what we've talked about and what we've gotten to know, I think you're procrastinating. I don't think it's impossible to try creatives. Even if it's harder, even if you do one, just try that one. Yes, I do have one. I have two or three. But as I understood, you have to test a lot each week. Well, two or three is better than zero, than waiting two or three weeks without testing anything. No, no, it's not that I wasn't going to test anything, but I'm not going at the pace that you're suggesting and that I wanted to continue. And it's becoming very complicated for me. So these two or three weeks instead of eight, you test for a week. That's it. But that's better than being there for two or three weeks? Yes, yes, four. A week is a lot for me. But hey, I'm going to try whatever I have. Perfect. Okay. So where were we? It reminds me of where we were. I've lost track of where we are. We've seen this. Ah, okay, okay, okay, okay. About paying more for them. Okay, so pushing the machine to the maximum to get as many customers as possible. Everybody check. Tell me in the chat. Yes, especially the new ones and the not so new ones.

Okay, and here comes what I find most interesting about Jesus Orozco's speech, which blew my mind, which is paying more for them. I mean, he says the E commerce game is won by the one with the most customers. That's very clear. The one who can take the most care with them. He says it a bit sweetly, but it's basically doing these campaigns to make a profit. Okay. To have recurrence and such. But what really blew my mind and what I had a hard time understanding was being able to pay more for them. And here what comes in, your goal is not to have the highest ROAS, that is to say this ROAS 10, this ROAS 5. That's unfeasible in the long term. I'm warning you, whoever is looking here for someone who can get them ROASC in their ads, it's complicated. What we're looking for is to push our roas down. Not our roas, but our roas break even. And how are we going to do that? By raising prices, taking recurrence into account, which I'm starting to do with many of you. Taking recurrence into account, raising the average order value. My goodness. Aber. Order value. Why? Because if instead of ROAS of 2 with 2, I can afford a ROAS of 1.5, the game changes a lot. Because when I go to make decisions and my ads Show ROAS of 1.9, before I would turn off the ads, I would, but now I increase the budget. A better example. A better example. If your competition can only afford ROAs of 2, with 2, but you can afford a ROAs of 1.5, while with 1.9 they turn off the creatives, you increase the budget. And what happens? You keep their client and accumulate more clients. So we don't look for the highest roas, but rather understanding our client, understanding our store, taking into account raising prices, increasing the value with our personal brand. We do everything to be able to afford a lower roas, to be able to bid more than our competition, to get clients profitably, to make them profitable. Oh my goodness. I think this is the most. I mean, this is one of the things that has made me understand the most. Honestly. This whole Roas break even thing. Pushing the machine and trying to lower the roas break even. Do you understand why? My people tell me in the chat, is this clear? Even if you don't know how, I'll tell you how. But you understand why?

Because you keep. I mean, you keep increasing.

I'm stuck. You keep increasing the number of customers that come to you. Right. While when others turn off, you keep getting them, even if they're fewer. Exactly. If instead of a 60% margin on your product, the price goes up and you have a 90% margin, you don't need a motorbike in my town, you don't need a ROAS of 2 on ads. You need a ROAS of 1.5. Then you can invest €150 a day instead of that two. With two, You can afford to invest €300 per day at 1.6. Okay. And Yolanda, why is she stuck? I'm going to clean this up a bit. Okay. Why do we want to lower our roas breakeven? Because we want to push the maximum even further.

Yes.

I mean, sorry. We want to push the machine even further. Yes.

So we don't want to try to increase our roas on ads. What we want is to be able to afford to pay more for our customers. And that means allowing ourselves a lower Roas break even.

Yes. Okay.

Okay. So then you don't understand, right?

Yes. Yes, more or less. I mean, I'm a bit stuck Because I don't know.

But yes, it is counterintuitive. I mean, it's the complete opposite of what everyone says. Okay, okay, okay, okay. So by getting to know our customers, how our store works, which you'll know, this is like phase two. If you don't get customers profitably, this isn't your turn. I'll tell you when it's your turn. But it's a future step. It's a future step. Okay, once we understand this, let's move on to the last part of getting customers profitably, which is organic. I mean, we've already talked about ads, which we could spend hours talking about structures, creatives, etc. But since we always talk about this, let's have an organic overview. I'm going to put it in big letters. Personal branding. I mean, I've been saying it for a long time, I've been repeating it for a long time. But I'm going to put more and more emphasis on this, on personal branding. My people, in five years from now, it's going to be impossible. It will be possible, but very difficult. It will be extremely complicated for us to advertise without anyone knowing us, without having a community and to launch, okay, I sell baby seats and we get customers profitably. In other words, we will have to optimize recurrence much more and achieve profitability from the customer's second purchase. But the only thing that will save you from being able to get customers profitably, lower your acquisition costs is personal branding. I mean, have you ever wondered why influencers, after years of building audiences, when they launch an online store, sell everything, and their product is crap, much worse than yours, you've never wondered? And they don't do anything, right? I mean, they literally delegate everything related to the product, the store, everything. They always just show their face and a little traffic, which is to say, hey, guys, I've released this dj, Mario with his colognes, Juan with the food, plex with his coffee.

Sure, because they follow them. I mean, they know them, right?

Exactly. Why? Because they've created a connection and you've also done it, but you haven't even thought about it. And it's on a much smaller scale. For example, for example, Rebecca, your mother probably bought you a painting. Or when you started your store, when you told your family and friends, because you have a connection with them, they supported you, so they bought the products that you were starting. So many times when we meet. And how much have you sold? Nothing. I'm selling like €500. But this all from family and Friends doesn't count. Why? Why? That's just a connection. And it's not like you've gone to sell to the masses. The thing is that if you keep making this connection bigger, people will buy from you because of who you are. And that's why in this consultancy, people who have come with personal branding have really quickly exploded because they simply needed a bit of marketing. But with personal branding, marketing is much simpler. It's like having a good offer. That's what makes it three in one. Ads work better. Ads are very popular. All emails sell. When you launch a new offer, it goes out. It's all about personal branding, about connecting with your audience. And on top of that, you forget about competition, you forget about prices, you forget about everything. And on top of that, a good personal brand allows you to raise your price. Why? Because you'll have so many people and so much value that it will justify the price increase. And if I raise the price, what happens? I can pay more for clients. I can afford a lower rate and be able to get more clients and make a profit for your bank account. And how do you do that? Okay. Pow. Great. And how do I build it? First of all, there's no rush. There's no rush, but you have to put in a stone every day. I mean, when I started in 2018, I already thought I was late. When I started. No, 2019. 2019. When I started in 2019, I already thought I was late. But then when I got serious again in 2023, I really regretted not having started. Seriously, in 2019, I already lost four years. So maybe today you think you're late, but in five years from now, the only sure thing is that five years will pass unless someone dies. So if those five years are going to pass anyway, why not build the little stone of your personal brand every day? And from here, I can tell you that anyone who does what I'm talking about in terms of personal branding, connecting with their audience, creating social media to reach more people, and trying to be an influencer, but with their own personality. In five years, they'll be a multimillionaire due to all the connections they've created in their sector. And how do you do that? Simply be yourself in front of a camera. First, make an active effort to get in front of a camera. Tell your story, the personal part. Until you feel comfortable, simply tell your life story around your business through a camera. That's it. You don't need anything else. It's the new world. It's the new world. Do you have any Questions about personal branding. Now, we've often used the example of Andrea Gart, who had a store close and then with her fat, another one opened and destroyed it. Why? Because personal branding is about connecting with her audience. Tell me about it in the chat and we'll get to the end and finish answering questions. Come on. I'm dying of heat. Does anyone have questions about personal branding? Okay, let's continue. Does anyone have any doubts about the most important thing? Seriously. Fear of criticism. How do I do it? How long does it last? No one likes that. Great. Awesome. So tomorrow I hope to join everyone to see what we talked about the other day about hate copies. Very good. But what are we talking about? I'm dying of heat. Huh? In the WhatsApp group, that thing that. Ah. On top of that, you get rid of the copies. On top of that, they can't copy you because no one is better than you at being you. It's impossible. I mean, I'm sure there are thousands of online store consultants, but you're here. Why? Because you connected with me. And many people have come here without having an advertising process. I mean, I make ads, but there are people here who saw me on YouTube who copied Vakture. Yeah, yeah. And it's okay. It's okay because Vakture has been creating content properly for a year now with me. I'm telling you that Baksher's copy of Bakture won't have the same results. They've simply tried to do something from a store that they see works, but they'll never be able to compete with Bakture. One, because they're not Bakture, and two, if they did exactly the same thing as Vakture, Vkshire has already been creating content properly for a year and a half. So when Vakture has been doing it for a year and a half, Vakture will have been doing it for three. Oh. So what was all this for? To get customers profitably. And now that we're getting customers profitably, because what we're going to get is this. This is money in Shopify and this is time. The growth of the store is like this. Obviously, with ups and downs. I get customers with ups and downs. Bam. Peak in turnover. Campaign to get a profile. It's not that. Obviously it's not that big, but so you understand me, I get customers profitably peak in turnover. I get customers profitably peak in turnover. I get clients profitably. Black Friday. Okay, so let's talk about this, about these campaigns. These campaigns. Let's Talk about these campaigns. There are two types of campaigns. There are two types of campaigns. Let's see. I'm going to make a calendar. I also saw this from Jesus Orozco, who did it like this. And I found it very funny. Let's see. Okay, these are 12, right? January, February, March. So here, there's a Valentine's Day sale. Ah, Mother's Day. Right, Mother's Day. What's in April? Well, I don't know now, but anyway, Black Friday. Black Friday. Father's Day in April. Right? Father's Day in April. That's right. Father's Day in April. Christmas. Uh, August. Well, September, back to school. And around here, like summer sales, Right? Something like that. Profit for your bank account. And how do you do that? Okay. Pow. Great. And how do I build it? First of all, there's no rush. There's no rush. But you have to put in a stone every day. I mean, when I started in 2018, I already thought I was late. When I started. No. 2019. 2019. When I started in 2019, I already thought I was late. But then when I got serious again in 2023, I really regretted not having started. Seriously, in 2019, I already lost four years. So maybe today you think you're late, but in five years from now, the only sure thing is that five years will pass unless someone dies. So if those five years are going to pass anyway, why not build a little stone of your personal brand every day? And from here, I can tell you that anyone who does what I'm talking about in terms of personal branding, connecting with their audience, creating social media to reach more people, and trying to be an influencer, but with their own personality. In five years, they'll be a multimillionaire due to all the connections they've created in their sector. And how do you do that? Simply be yourself in front of a camera. First, make an active effort to get in front of a camera. Tell your story, the personal part. Until you feel comfortable, simply tell your life story around your business through a camera. That's it. You don't need anything else. It's the new world. It's the new world. Do you have any questions about personal branding? Now, we've often used the example of Andrea Gart, who had a store close and then with her fat, another one opened and destroyed it. Why? Because personal branding is about connecting with her audience. Tell me about it in the chat and we'll get to the end and finish answering questions. Come on. I'm dying of heat. Does anyone have questions about Personal branding. Okay, let's continue. Does anyone have any doubts about the most important thing? Seriously. Fear of criticism. How do I do it? How long does it last? No one likes that. Great. Awesome. So tomorrow I hope to join everyone to see what we talked about the other day about hate copies. Very good. But what are we talking about? I'm dying of heat. Huh? In the WhatsApp group, that thing that. Ah. On top of that, you get rid of the copies. On top of that, they can't copy you because no one is better than you at being you. It's impossible. I mean, I'm sure there are thousands of online store consultants, but you're here. Why? Because you connected with me and many people have come here without having an advertising process. I mean, I make ads, but there are people here who saw me on YouTube who copied Vakture. Yeah, yeah. And it's okay. It's okay because vture has been creating content properly for a year now with me. I'm telling you that Baksher's copy of Baksher won't have the same results. They've simply tried to do something from a store that they see works, but they'll never be able to compete with Bakture. One, because they're not Bakture and two, if they did exactly the same thing as Vakture, Vrkshire has already been creating content properly for a year and a half. So when Vecture has been doing it for a year and a half, Vakture will have been doing it for three. Oh. So what was all this for? To get customers profitably. And now that we're getting customers profitably, because what we're going to get is this. This is money in Shopify and this is time. The growth of the store is like this, obviously, with ups and downs. I get customers with ups and downs. Bam. Peak in turnover campaign to get a profile. It's not that. Obviously it's not that big, but so you understand me. I get customers profitably peak in turnover. I get customers profitably peak in turnover. I get clients profitably. Black Friday. Okay, so let's talk about this. About these campaigns. These campaigns. Let's talk about these campaigns. There are two types of campaigns. There are two types of campaigns. Let's see. I'm going to make a calendar. I also saw this from Jesus Orozco, who did it like this. And I found it very funny. Let's see. Okay, these are 12, right? January, February, March. So here, there's a Valentine's Day sale. Ah, Mother's Day. Right. Mother's Day. What's in April? Well, I don't know now, but anyway, Black Friday. Black Friday. Father's Day in April, right? Father's Day in April. That's right. Father's Day in April. Christmas. Uh, August. Well, September, back to school. And around here, like summer sales, right? Something like that. Okay, so once a month, there's always an excuse due to market intent. In nine out of 12 months, a Valentine's Day sale. But the ones that aren't, which are these months around here, we'll create our own purchase intention to profit from them. And that could be the founder's birthday, the brand's anniversary, the international day of whatever the hell you want. Whatever. If the context doesn't matter, it's a bit to encompass. So how do you run a campaign? How do you run a campaign? To profit from it, you have to meet four requirements. One, a good offer. This is like advertising. You have to test it. Why? Because we can fool ourselves into thinking that a two for one will work better. Or that if you start at €80, I'll give you my shoe. But you have to test it. So when you've been around for years, you'll always have 12 other bikes. 12 offers that work really well and you'll have tried, I don't know, 30, 16 that were crap and 12 that were much better. Why? Because you'll have understood your customer. So. And offers that can be discounts. No, discounts are forbidden. Unless I tell you otherwise. Zero discounts, because if not, you'll ruin your brand's reputation. To hell with reputation. Sorry, I've been talking for a while and I'm starting to ramble, but. Oh, well, offers. What else can they be? Offers that aren't discounts. Offers that aren't Discounts can be two for one, free shipping. Ah, from €90. I'll give you I don't know what. In all orders, I'll give you I don't know how many. And you enter a draw. That's how you do a draw, right? You don't do the typical thing you do on Instagram. What else do we have to do? After we have an offer, we have to give it contrast. Contrast. That is to say, we can't always make the same offer, because if not, why would people buy from you? Normally, if I know that in three weeks you're going to offer free shipping, and on top of that, contrast yourself with yourself and with your competition to highlight the context. I mean, you can't just offer free shipping. Free shipping just because but because it's my birthday. And on top of that you can give it storytelling. You give much more impact to the campaign and then urgency. I think we were talking about it earlier with E. Ray and scarcity. That is to say we're not going to have free shipping for life. But only this weekend. And maybe if we charge €90 and I give you a bottle. I only have 50 bottles. There are only 50. Scarcity and something I want. Why is this important? And with that I'll finish. Let's go back to the questions. Very good question. How often do you recommend making these offers? At least once a month. And if it can be a weekend campaign? Every month. I say weekend because that's how I learned it. But if you sell more during the week. Well, during the week, three days, a three day campaign, at least once a month and a variable flash campaign that runs 24 hours with a two week difference. Okay. And that's why it's important. And with this all finish. Okay, I'm going to start again because this is important because as I said before, is it better to always do the same days so that they get used to it or are aware? No, it's not better. Why? Because if they know that on day X of each month they're going to buy from you, why buy from you on a normal day? Your people then they don't do it. I mean there has to be a separation between offers of at least 2.5 weeks, 3 weeks minimum. So there you can vary. But anyway, I also say this is for the campaign that I plan to do for back to school. You told me a long time. A month. Yes, attempts. I mean, sorry, a month is too much for me. For me it's too much time. Yes, a month is too much. Because what difference will there be? You know what happens, Yolanda? That people, for example, on Black Friday and this, this question comes up every year. Every year, every year their feet start to burn. Why? Because we have programmed that. Imagine that Black Friday. And now, I don't know, uh, I haven't looked it up yet, but Black Friday starts on November 29th and we start doing Black Friday in the 28th. But there are people who have already started on the 14th.

And.

And then you start to tell me you start to get nervous and you start, damn. Why not start now? Why not start now? Why not start now? These people are going to be there for 14 days and they would have billed the same if they only did it for three. This is for a campaign to make a profit. Sure, probably Black Friday is the only exception, because, for example, this year, which I'm already looking into, we're going to put a lot more emphasis on ads. Last year we didn't put as much effort into ads, but okay. And for Black Friday, maybe we'll do more days, but the same. A campaign to profit from Valentine's Day is also determined by the date. But if instead of 14 days, you do it in three, before Valentine's Day, you'll bill the same in 14 as in three. But anyway, pay attention to that. I mean, how long do I do it then? A week? With a week or. Well, since you're back at school, two weeks. A week instead of a month? Well, you cut half of it and that's it. Okay. Why is it important? And with this I'll finish. Really? Because when you make your first purchase, what happens? That you will sell a ticket for 80. Damn. €80. And your first purchase of something that you sell for 80 costs you. I'm making this up. 25. Then you pay another 25 at the finish line. And for packaging, shipping, indirect costs, we subtract 5 more. This is 80, 50, 55. 55 up to 80. 25, right. €25 of profit leaves you. But on the second, third, fourth purchase, this, which is the acquisition cost, disappears. And this is not here. So it's 80 to 25 and minus 5. So that's €50. €50 for your pocket. And this multiplied by all the previous customers. Well, imagine. I'm already tired, honestly. So this has been. Honestly, I don't think I've explained it in a long time, huh? But we've covered everything. And all this money that you get from profit is for your pocket to reinvest.