Matt Buchel How I added $330K To My Bricks and Mortar Business

Posted on 04. Jul, 2012 by in Business Builders, Events, Jewels of Wisdom

Matt Buchel took an unconventional approach to his presentation, making it fun, entertaining yet informative. He explores his motivations behind wanting to grow his business, in a way only Matt could do!

Matt goes on to explain the nitty gritty of how he went about setting up a few of his online businesses, and shared some key distinctive shifts in mindset he has had as a result of working with the Grants, applying their teachings and being able to accelerate his profits in such a short period of time.

The audience loved Matt’s energy and enthusiasm – this guy has personality!
Check out Matt’s awesome story:

Some of Matt’s Major Learnings:

  • Marketing is where the money is. First and foremost, be a marketer even if you don’t think of yourself as one.
  • The market always has to be your first consideration when creating or selling a product or idea.
  • Deliver maximum value in your offer and your bonuses, far beyond what they expect and what your competitors are doing.
  • Adding a little ‘personality’ to your marketing helps you stand out from the crowd!

To visit Matt’s Tropical Lifestyle website,  click here.

We’ll be inviting 8 empowering business builders to speak LIVE at our July workshop, along with our faculty experts and of course Andrew and Daryl themselves. Tickets are limited (and free for OIS blog readers!) so hurry on over and secure your ticket now.

Full Transcript

Click to Read Full Transcript »

How I added $330K to My Bricks and Mortar Business

Matt Buchel

 

Matt: I’d like to thank Andrew and Daryl for letting me come up here because you’ll never know what can happen when I come up onto a stage. So, we’ll see.

In this presentation, I’m going to go through how to use the membership site. How many people actually have a membership site working at the moment? Not so many. But there are business owners, right? I saw quite a few hands come up with business owners.

I want to show you with my membership site how I’ve used it actually in my business, which I’ll explain a bit more about in one moment. Then I’m going to show you how I created a full info product business that I absolutely know nothing about. Not a single thing. It’s about photography and cameras. I’ll show you all that in a minute.

One thing before I get into that part is I want to actually ask, are there any ladies in the room who like shopping? Come on, put your hand up. I know you do. Are there any men in the room that have daughters, girlfriends, wives or whatever that like shopping? Everyone else must shop online.

When I show you part two the whole idea behind that was to pay for my wife’s credit card. I’ll explain more about that in a minute. Part two, I’ll show the overall result.

Another goal of mine is when Andrew and Daryl said, “You can speak at the Business Builder Award,” I said to myself, “My market. What do Andrew and Daryl teach?” They teach the market has to always be first. So you’re my market. Is it okay to be my market?

I thought if I want to win the actual Business Builder Award, I’ve got to treat it like it’s a business. How do I win in business? Deliver maximum value in my market. Does that sound all right? I’ll try my best to deliver value.

I’m going to show you a little bit about myself. We’ve got a short amount of time and I’ve decided to show you exactly what I actually did to achieve things and hopefully at the end if I deliver value, would you guys consider voting for me?

Participants: Yes.

Matt: Thank you. That’s a fair exchange of value, right?

Let me explain a bit about myself. I came from Riverstone. Anyone from Sydney, know where Riverstone is? It’s out at the back in the western suburbs. That’s my first house. I bought it when I was 25. It’s not much of a house but it did the trick. I was working at $20 an hour, working hard.

Now I live up here, down the road, Gold Coast. This is my house now 12 years later. The gazebo out at the back is as big as the house I had the first time. That was really hard work. You only get the results from hard work, you’d put the working up front and you can make everything passive after that. That’s exactly what Andrew and Daryl teach. It’s so easy if you put the work in and design it to be passive.

I’ve got three kids that you can see there and then one currently being cooped you might say. That’s due for delivery in about six months roughly. My youngest is Jacob there. He’s only 18 months old or he’s a little bit younger than that. I spend time feeding the baby, looking after kids, I have to get a diaper for my wife to come do stuff like this and that sort of thing. She likes me around to help with the kids as you can imagine.

I also own a pretty reasonable size business called Tropical Lifestyle and the membership site. I want to explain a little bit about Tropical Lifestyle and how it tied into that in a minute. I’ve got 35 staff, plus we’ve got contractors all around Australia.

It doesn’t take up all my time. My time is spent doing the most valuable things. Who knows what the most valuable possible thing you can do? Yes, kids. But I’m talking business wise. Marketing is where the money is. That’s what Andrew and Daryl are teaching. That’s the most valuable thing. I’ve got guys overseas and so on and I would spend my time marketing and some other bits and pieces I’m about to show.

Tropical Lifestyle is my main business. Everything I’ll show you next runs passively without me. Tropical Lifestyle runs without me too but it’s like a multi-million dollar business, I do give a bit of close eye on it. I’ve got a lot of staff as I said. Let’s actually get cracking.

The problem: I wanted to contact prospects through Tropical Lifestyle. Does anyone know what an autoresponder is? If you don’t know because I saw a few people shaking their head, not sure, it’s emailing people regularly, preset, pre-done. When somebody inquires about Tropical Lifestyle, I email people.

But I figured myself, there are only so many testimonials, so may frequently asked questions, I’ve modelled exactly what Andrew and Daryl do themselves where they send out the questions and so on, trying to give information. There’s only so many things that I could come up with. I thought, “What can I do to give the people more information especially those that didn’t want to purchase straight away but are purchasing in the future? They’re getting free info packs but how can they get even more so I’m always in front of mind?”

Fairly enough, it was a five-minute conversation in November – not last year but the year before – I was talking to Daryl, it was a five-minute conversation and that was about it. She gave me the idea. It turned into Backyard Makeover Profits.

Basically, it’s a membership site that shows people exactly how to makeover their backyard. I’m not trying to sell to them the whole time. It’s got e-lessons and so on. I’m not trying to sell it all. What I’m trying to do is just give them information so I’m in front of mind and have it discreetly placed inside the lessons. So each week, it all happens automatically over the top of the autoresponder.

My sales guys, when they’re actually talking to people on the phone, we put an info pack and all this but they also point it out on the phone “We’ll give you access to this membership site,” which I have sold before but now I’ve decided to give access free, which I’ll explain more in a minute too. But what we actually do – it’s $700 and something value which I’ll explain – we give access free.

I’ll show you exactly what I did step-by-step. Would that be cool? I’m hoping this is where I can deliver value. Have I delivered any value yet? Maybe a little bit. So, I’m getting closer towards that hopefully. That’s my plan.

I found an existing membership site and modelled it. Obviously I don’t want to model the wrong membership site. I had some membership sites I’d seen through different people through this environment that they’ve built. I just looked; I didn’t copy it by any means. I pulled bits and pieces from other sites and just used the structure behind it.

As Andrew and Daryl both have been saying, that’s the fastest way. When Daryl was talking about swipe files, that’s the value in the swipe files. You basically got a template to follow.

I wrote up a job description. I figured out what membership site I wanted to do. I wrote up a job description because I didn’t want to do it myself. I’m not a very good writer. I needed an overall big picture. That’s all you really need.

I advertised for freelancers. Lucky enough, Andrew is going to explain about this shortly. It’s from what you’re saying before, I advertised on oDesk and Elance for freelancers. Then I interviewed candidates. I wanted to find the best people I could so I could get the job done quickly, easily, without any problems.

It’s just a matter of just talking to them in Skype because they’re all over. Sometimes depending on what the job you need done depends on the type of person that you want to hire sometimes – people from the Philippines, sometimes people from Western countries, it depends on what you want done.

Here’s what I came up with. We came up with Kristina which is a webmaster and a designer. Fairly enough, she’s from Australia. I didn’t want to pay a little bit extra.

Caesar, he’s a funny looking fellow, isn’t he? Every time I see that photo, I picture him in the robe like Caesar in the robe with the rope. Anyway, Caesar is a content writer, so I taught him what I wanted done in the gist of the lessons.

While he started working on that, we assembled the website. I said to Kristina, “It’s like this, what we want done.” More on the bigger picture, other people are doing it because I don’t know how to build a website but I knew how to model somebody and make it look decent. So, I had a high perceived value to people.

We made template, we dropped the lessons in there that Caesar had written. I ran my eye over them to make sure that they made sense and that sort of thing. Basically, I did about 5% of work and Caesar did 95% of it. So, if anyone ever buys a gazebo at Bali how can you possibly not tell that to other people? Because that’s the secret, right?

I created value as well. I’ve written a book “Little Known Secrets to Successful to Backyard Entertainment.” I’m sure Andrew and Daryl told you about writing a book. Like I said earlier when I first set the membership site up, I did sell access to it. As Andrew was saying yesterday, you’re better off making the money out of the backend. My gazebo’s quite expensive as you can imagine. Does anyone own a Tropical Lifestyle gazebo? No. Well, that’s another market you know.

I gave my prospects access free as part of my follow up sequence. They got a free trial. As I said, my sales guys were actually going in there and explaining that it’s a $700 basically gift. “If you’re not ready for it yet, we’ll give you a gift.” They’re pretty happy with that.

What sort of results did I get? As I said, contact your customers regularly and automatically. I went past what you could do with an autoresponder. What I felt I could do with my business every market is different. More gazebo in Bali, hot sales which is my goal, which is what you might call my backend because that’s really what I’m selling. I’m actually really selling Lifestyle but the gazebo in Bali had to give them the lifestyle.

One gazebo per week. Now I’ve tracked this through InfusionSoft and we keep the best that we can. But it’s at least one gazebo a week. I actually think it is high. I think it’s more like maybe 1.8. But anyway, one gazebo a week gives me $338,000 per annum basically off the back of membership site that Daryl gave me in a five-minute conversation. Does that sound all right?

It’s not about business. What I’m trying to do is show you what I’ve found possible among other things. Just a handy hint, you can use the same strategy in any business, plus you can also use it to a high-value product. It’s just another technique. They say there’s more than one way to skin a cat – more than one way to be right. So, there’s more.

Part 2, the information business. This is where it gets really interesting and anyone that’s looking for an opportunity or stuff, this is the one that I know absolutely nothing about. I’m not going to put up with screaming kids and all that sort of thing and my wife’s credit card bills. That’s how it came about.

The problem: my wife loves shoes, furniture, jewellery, and clothes. Everyone in this room has experienced somewhere along that line that someone around you is spending money on something and the credit card bill is going up. This is a common thing that used to happen – it still does actually. “Matthew, let’s go shoe shopping.” All right, fair enough. Maybe I’ll go off somewhere else. Any guys in here who sometimes do that?

The solution: the Photography Training College. What’s interesting about this is it’s not a high ticket but it’s not a low ticket item. This is actually an info pack I send out. I take them offline to online. I also take them online to online. Then I take them – follow me here, follow me here. They claim the info package online and then I post it out to them offline and then they order it back online or via the telephone.

I’ve tested different price points. Currently, I’m running it at $897 a year or $89 a month. I’ll show you exactly what it is step-by-step.

First of all, I found a hungry market. When I put this photo is when I was just trying to check if my wife is actually shopping in that situation. I knew there are people that want to learn photography, but they didn’t know how to do it. I’m sure there are few different people around in opposition but I thought I had to make sure I had a point of difference. I just have to find out what they wanted.

I found out what they wanted by doing a quick survey. I basically ran some Google AdWords to one of those Survey Monkeys. The problem is with all the other courses and stuff, what they actually wanted is to know how to get customers and all the other courses didn’t how to get customers. I know how to get customers, which is handy because that’s all part of marketing.

Then I found a product that I could make my own. It didn’t look that one. It is just some blank DVDs and a book in a Word document. I had a graphic designer, Kristina that you saw earlier on to make it look pretty. She tidied it up.

Then I added the secret ingredient. You’ll notice here – this is actually a message market match. It’s not so how you can flood your business with customers, it’s how you can flood your photography business with customers. I’ve tried to target in as best I could so they had exactly what they wanted. That helped big time.

Building a marketing system – this is all happening at the same time. This step-by-step is happening at the same time. I started placing ads in different media. I set up autoresponders. I set up all the letters and so on. I did a bit of social media like Facebook direct to the website (exactly what Kerry was talking about before) Google and so on – all the different ways. I think I came up with about seven or eight different ways of driving traffic. I think Daryl was saying yesterday, the worst thing is number one. So I had mortal reasons, not mortal ways and I was tracking everything.

Actually, here’s a handy hint for you. The other one track telephones – there’s a company called Telecube Factory. You buy a 1300 phone number for $5. You pay $5 a month and you can track exactly ads. By me spending $5 on an actual phone number, I’ll save thousands every month. I might spend $500 a month on telephone numbers but I dropped the ads that don’t work. It’s fully tracking. That’s something to do if you’re doing offline stuff and people are ringing through. Yes, Telecube.com.au.

I would like to add a bit of personality. Does anyone think I might have a little bit of personality? Yes? Excellent. Thank you. Check this out then. I added a little bit of personality to the website because I know people like a little bit of personality. If you ever look at my Tropical Lifestyle website, it’s TropicalLifestyle.com.au, you’ll actually see…[Video playing]

Video: “We’re right here in front of Photography Training College. If you’re anything like me, you probably got heaps of commitment, you’ve got kids, you’ve got family, you’ve got lots of things you can do. Check this out. One kid and I’ve got another kid. There’s always something I have to do.”

“That’s why I started the Photography Training College, so it’s easy for you to study at your own pace at home. The best part is it’s only $89 a month. Anyone can afford it. It’s easy for someone with kids like me. Go ahead, join the Photography Training College. Come on get it. So you’ll be making money and have financial independence so you can spend more time with your kids. Come and join the Photography Training College today, so you’ve got independence and you can leave your wife and kids at home when you’re out taking photos. Come and join us today.”

Participants: [Applaud]

Matt: If anyone is interested in photography, it is a good course. My 18 months old son that I was dropping at the time, he’s fine. He didn’t land on the floor. He can walk with his hand. My wife got in there under this camera and picked him up. That is all done on the green screen, which is quite easy to do.

I started marketing test. I wouldn’t say a marketing test – Andrew and Daryl are always telling you to test, but the real thing is an actual campaign. I want to spend X amount of dollars and I want to see what results I can get X amount of dollars. I want to track those X amount of dollars results.

For example, I want to spend $2,000. I want to work out exactly where that $2,000 is going and I want to see what happens with it. So the next time I spend the $2,000 I get better value for money. Imagine if you’re spending a million dollars a year on marketing and you could save 20-30% of it, where is that going? On your bottom line, right? That’s a handy hint – track as much as you can.

I outsource inquiries and customer service. There are things like 3 Messaging where for about $1.50, if people ring up, what actually happens is you give them a script, they’ll answer it and they’ll email you the answer. Of course they don’t actually know anything about photography – I had to deliver some customer service, I actually found someone in the Philippines that actually knew something about photography so they could give email support and stuff for the people on the course. I have my staff collect cash and send orders.

So, the whole thing revolves without me. I set it up now, it just works. I can switch it on and off when I want.

I’ll show you what sort of results I got. Campaign 1 – this is a full-week campaign, $12,900 in sales. Does that sound okay? It’s all right. But I was not happy with that because I knew the conversions were too low. I’ve done some benchmarking. You heard Daryl talking before; she’s giving you ideas of what conversions should be right. So I thought, “What’s gone wrong here?”

So, I did Campaign 2. It’s another full-week campaign, same amount of money, same amount of leads, $18,870 in sales. Does that sound a little bit better?

Participants: Yes.

Matt:  That’s actually a 46.2% increase in sales, so that’s all right. As I said before, Campaign 1 and 2 both have the same amount of leads. Who wants to know what I actually did to increase the leads? You know what Daryl was talking about yesterday – test, measure, and tweak and all that sort of thing? I’ll explain to you exactly and this is part of delivering value. I want to deliver more value now. There’s plenty more to come. I’m almost there.

First of all, I made the payment plan stand out because people were basically reading the sales letters, order form at the back or tick all the boxes, following all the templates to do but they just weren’t reading it properly. It’s $89 a month or $897 up front.

So I thought I’ll make it simple because we rang some customers or some potential prospects asking, “You’ve inquired about this. How come you haven’t bought?”

“We didn’t realise you could do it for $89 a month.”

It’s written everywhere. But they weren’t reading it. So, I made it stand out as a single flyer. Anyone know what ethical bribe is? Let me explain to you what an ethical bribe is. An ethical bribe is massive value to someone – massive, massive value. So much value that it seems almost impossible but it’s true. You’re trying to tip someone over the line. It might be the thing that they do. The ethical bribe – it’s like a super, super, super bonus.

That is my ethical bribe in the Photography Training Course. They join up that – remember it’s an $897 course – I want to give them $2,000 worth of holiday accommodation, which I do to deal with someone – long story. But they basically get $2,000 worth of free holiday accommodation. Who would consider signing up for $2,000 worth of holiday accommodation if they’re considering a photography course? So people are interested. It’s not too bad. You’re going on a holiday free in places around Australia. It’s pretty good.

Of course, I built a long-term way of paying for my wife’s shoes and clothes. I guess the thing is with that, now that the whole thing is set up, if I want to turn it all off or on, it’s a matter of email. I’ve got a girl, Suzie in Mexico. She looks up advertising for us. I shoot an email to turn the Photography Training College on bang, it’s gone – or it’s not gone. I just run the four-week campaigns which I’m constantly doing. I sort of got hold of it just before Christmas. It’s too early really.

Of course, I’ve got a happy wife and a happy life. Pretty good results. What’s the overall result?

Business 1 – Backyard Makeover Profits gives me a better qualified, ready to buy customers.

Business 2 – Photography Training College gives me a better way to pay my wife’s shoes and jewellery. And of course, a happy wife which is good.

What’s all this in dollars? $338,000 for Backyard Makeover Profits – it’s probably more like I said. Photography Training College, that’s eight weeks. That $338,000 is over a year. The $31,000 is only over eight weeks. The grand total $369,770. Not too bad, right?

The thing is it’s easy. All you have to do is do the stuff. You’ll probably make a few mistakes on the way. I can’t say I’m perfect. I did make mistakes. But if you keep going, you’ll be fine.

I want to thank Andrew and Daryl because the whole membership site, if it wasn’t for that conversation with Daryl, it would not even exist. Thank you. That’s whatever thousand in the bank in sales.

But wait, there’s still more. The ladies at the back, they’ve got some envelopes. So, everyone feels like they’ve learned something, just a little bit? I’m hoping I delivered some value. I’m going to deliver amazing, amazing value now. Would you be interested in voting for me? Yes? Maybe? I’m only asking if you’re interested, I’m not asking you to commit. Just asking if you’re interested. What if I gave you an ethical bribe – would you be interested then? Yes? All right.

For the lovely ladies at the back of the room – I’m now handing out envelopes and you’ll have the chance to go on to the draw to win $25,000. This is not BS, this is 100%. This is the draw that I’m actually running at my business at the moment. It’s only just started. You’re meant to buy a gazebo, to get an entree but because I’m here doing this, I thought… If you’re interested you can buy a gazebo, I’ll give you another entree. Does that sound fair enough?

What do you do next? The first step is vote for Matt. The second step is open the secret envelope. See how well marketing works? Then the third step is reveal your ethical bribe.

There’s also a $10 voucher in there, so if you decide going to Gold Coast or if you’re coming back another time, I didn’t even put an expiry – that’s how generous I’m being. I didn’t even put an expiry date on it. That’s a thing that you should do in your marketing. There’s a $10 thing, so if you’re coming to the Tropical Lifestyle Superstore, you can buy something for $10 or have something for $10 off or whatever. If you’re interested in gazebo in Bali, you can also have a free info package.

Vote 1, Matt.

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dGhlbWVuYW1lPC9zdHJvbmc+IC0gQnVzeSBCZWU8L2xpPjxsaT48c3Ryb25nPndvb190aHVtYl9oZWlnaHQ8L3N0cm9uZz4gLSA4ODwvbGk+PGxpPjxzdHJvbmc+d29vX3RodW1iX3dpZHRoPC9zdHJvbmc+IC0gODg8L2xpPjxsaT48c3Ryb25nPndvb190d2l0dGVyPC9zdHJvbmc+IC0gPC9saT48bGk+PHN0cm9uZz53b29fdXBsb2Fkczwvc3Ryb25nPiAtIGE6Mzp7aTowO3M6NzQ6Imh0dHA6Ly9vdXJpbnRlcm5ldHNlY3JldHMuY29tL2Jsb2cvd3AtY29udGVudC93b29fdXBsb2Fkcy81LW9pcy1oZWFkZXIucG5nIjtpOjE7czo3NDoiaHR0cDovL291cmludGVybmV0c2VjcmV0cy5jb20vYmxvZy93cC1jb250ZW50L3dvb191cGxvYWRzLzQtb2lzLWhlYWRlci5wbmciO2k6MjtzOjc0OiJodHRwOi8vb3VyaW50ZXJuZXRzZWNyZXRzLmNvbS9ibG9nL3dwLWNvbnRlbnQvd29vX3VwbG9hZHMvMy1vaXMtaGVhZGVyLnBuZyI7fTwvbGk+PGxpPjxzdHJvbmc+d29vX3ZpZGVvX2NhdGVnb3J5PC9zdHJvbmc+IC0gU2VsZWN0IGEgY2F0ZWdvcnk6PC9saT48L3VsPg==