Building A Cheap Email List

Building A Cheap Email List

Every $100,000+ Kickstarter campaign has one thing in common.

A large and engaged pre-launch email list.

Our Rugby Bricks kick-starter campaign is going live in a few weeks, so we've been running Facebook ads to build our list.

So far, we've got 2,253 signups at $.28c each.

Here's a break-down of the ad we're using to do it.

THE HEADER

Effective lead-generation ads offer someone something valuable in return for minimal cost or effort.

"Join The Rugby Bricks Newsletter & Get Our New Passing Program For FREE!"

They show social proof.

👉 500+ ★★★★★ reviews

👉 40,000 customers worldwide

And they stack value.

👉 Refer people for free kit

👉 Earn discounts and be the first to know when we drop new content and gear

THE CREATIVE

They use creative that stops people scrolling.

Our preferred way to do that is by using images of well-known people. Our thumbnail of Beauden Barrett, a famous professional rugby player, catches people's attention.

And they help people trust what they're offering.

People who play our video see more social proof of pro players using our products and more reinforcement of the free stuff they'll get when they sign up.

If you don't have social proof, you can borrow it. I've seen ads selling testosterone supplements using clips from Andrew Huberman's (neuroscientist/influencer) podcast.

THE CALL TO ACTION

Clear and concise calls to action work best.

There shouldn't be any mistaking what you want people to do and why they should do it.

Takeaway:

Two simple ways to make your ads more effective are:

- Use social proof

- Offer something perceived as valuable for nothing.

FRAMEWORK

The What & Why Framework

Peter Ducker once famously said what gets measured gets managed.

He should have said everything that can be measured can be managed, but not everything worth managing can be measured.

This simply means a lot happens in a business that numbers can't explain.

Numbers don't tell you why someone brought from your store, why they bounced from your website or why today was busier than yesterday.

A framework we use to remember this point when making decisions is called 'What & Why'.

Framework: Numbers tell you what is happening in your business, but they don't tell you why.

Following the what and why framework forces us to map a more defined picture of our business which improves our decision-making by drawing lines from what happened to why it happened.

• No one bought from our store today, because y happened.

• We increased sales by 15% this month, and X, Y and Z are why.

Our Take:

In our Level 10 meetings (Part of the EOS framework if you're interested), we review our KPIs. When one is off-track, we brainstorm solutions to get it back on track.

But just seeing a number is down or lagging is not worth much by itself. We have to investigate why to develop a solution that is likely to work.

Ex. Leads are down - "maybe we need to increase ad spend - well, actually, our website is broken, and no one can signup".

If you were to fall into any camp. Go with the qualitative stuff; why someone is doing something in your business matters far more than when they did it or how many times they did it.

WISDOM