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My superpowers. I make really, really
fast decisions when I make them.

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I give the person that I’m going into
business with or making a decision with my

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all and I don’t keep one foot
on each side of the fence.

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Well, hello and welcome to another edition
of the E-Commerce Evolution podcast.

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I’m your host, Brett
Curry, CEO of OMG Commerce,

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and today I am delighted
to welcome to the show Leah

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Garcia. We met in Denver, Colorado.

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We both spoke at Ezra Firestones last
ever, the final, the grand finale,

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glue and Mastermind. Lee
and I both spoke there.

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I think you spoke right after me,
and so I was up close to the stage.

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I heard you talk and thought, man,
got to get you on the podcast.

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And so here we are today.

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But Leah is an award-winning entrepreneur.

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She won the EY winning Entrepreneur,

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female entrepreneur class of
2024. So that’s Ernst and Young.

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We’ll hear more about that as we go.
She’s built a company called New Lastin,

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which is really has some
shocking retention numbers
that we’re going to unpack

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and that you’re going to learn from.
She’s been involved with the rodeo,

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she’s been on tv, she’s sold on QVC.
She’s done a little bit of everything.

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It turns out as we got to talking, we
know about a bunch of the same people,

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and so she’s just an impressive
human and brings amazing energy.

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Although she did confess to me
this energy is going to be raw.

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It’s going to be all Leah because she’s
got no coffee right now, no caffeine.

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And so I love that you’re willing
to do this podcast without caffeine.

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You’re traveling, didn’t have access
to coffee. So with that, Leah,

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welcome to the show and how you doing?

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Thank you.

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I tried to make my screen smaller
to see your face not so ginormous.

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And right now all I’ve got is
an exclamation point that says,

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thanks for joining, but
if you can still see me,

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I’m literally looking at a blank
screen right now, which is fine.

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Yeah, yeah, you look great. You
look great. So yeah, perfect.

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Perfect. This is more
like a Braille podcast,

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and I’m actually down with that because
oftentimes I sit around staring at

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myself in the mirror way too long.
So we’re done with that. No coffee,

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no reflection, complete,

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just full on transparency.

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I love it. I love it. So
amazing. So let’s start here,

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Lee,

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I want to get into some of your story as
we go because it’s really fascinating.

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You’ve done a lot of amazing things, but
what is Elastin? Why did you start it?

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And then we’re going to talk about some
shocking numbers you’ve been able to

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create in terms of subscriber percentages
and return customer percentages and

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LTV and some stuff that’s really,
really valuable right now.

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But what is new lesson
and why did you start it?

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The journey really was personal
problem, resourceful resource,

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meaningful monetization.

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I had an issue that was going on
as I was aging and losing elastin

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and it manifest itself in
ways I was in television,

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but the wrinkles, the lack of
vitality, hair was thinning eyebrows.

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I over plucked, that was all on me.

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Things were happening in my body as I
started aging in this world of being front

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facing camera.

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And I was introduced to this very
powerful protein called elastin,

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and I met a microbiologist and I
had my aha moment where I realized

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that this was truly

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the miracle youth protein that
nobody else was really addressing.

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People were talking about
collagen but not about elastin.

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So elastin was for me that aha moment.

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And the company was founded on science.

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So bio designed an elastin
replenishment product for

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scalp hair, beautiful skin.

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And the thing that makes
it so novel is that it’s

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one of the first bio designed proteins
that’s identical to the human body,

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meaning that when you put
this product on topically,

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your body recognizes it as native so
it doesn’t fight with it. And now they

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use fancy words like
biomimetic bioidentical,

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but your body loves these types of
proteins. It says, oh yeah, I make this,

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I produce this. I know what to do with
this so that I’m going to work for you.

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And it’s probably one of the
most natural ways to continue

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getting the results that you’re looking
for. So I fell in love with the science,

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even though I’m not a scientist,

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but that’s how the whole business
started was I had a personal problem.

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I found this solution which was elastin.

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It wasn’t being addressed in
the marketplace, and I thought,

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I can really change lives here.

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I can do something for women, especially.

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I started with women that
wouldn’t just give them results,

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but that would give them so much
something bigger like their confidence,

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their identity, their sense of self,
and that’s what we’re doing at Elastin.

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That’s fantastic. And so your
core products are hair lash, brow,

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correct.

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So talk a little bit about
your hero products and then
we’re going to talk about

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your incredible results and
what we can learn from ’em.

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I started the company
with two hero products,

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which is lash and brow, and boy,

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timing is everything. So
we did have some skincare.

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I’ve been using the
skincare for about a decade,

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but it was a prototype formula and wasn’t
really commercialized, but I used it.

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I’ve always been using science-based
skincare, wound healing,

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tissue regeneration. I’ve
never been an Avon girl.

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I’ve never used anything that was sort
of what you would at a department store.

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So I don’t know if that’s just because
of my professional athletic background.

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You’re always playing around with what’s
the newest nutritional supplement or

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what’s the newest thing that you can
concoct so that you can go faster or climb

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higher and do all the things
that you want to do to win.

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So the lash in the brow serum
had demonstrable results

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within some people a
couple of weeks, six weeks,

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eight weeks by 12 weeks.
It was just mind boggling, the changes.

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And so we had these gorgeous
before and afters and

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that was a really fun
product to bring to market.

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But my dream was always to
be able to tackle the hair,

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but I just knew that that was to
try to get the same amount of active

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ingredients in a 50 mil container that
would give the same demonstrable results

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in an amount of time that wasn’t going
to cost somebody their arm and a leg.

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That was the journey that took a
wee bit longer to get that really

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pinpointed so that we just didn’t have
a $400 bottle that we were trying.

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To sell. Yeah, little bit difficult.

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Even if the results are great and
we all want to look youthful enough,

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vibrant hair and skin
and brows and lashes,

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hard to justify 400 bucks for a
bottle of shampoo. That’s for short.

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So let’s unpack something Leah,

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because there’s a lot that’s
impressive about you, by the way.

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You’re an amazing presenter
on stage, you look great,

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you take fitness seriously.
You’re aging gracefully.

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You got so many cool things going
on, but you shared this with me.

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You have 80% blended returning revenue,

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so 80% of your revenue is
blended returning customers,

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65% subscription based for customers.

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Your A OV is 90 in the 94th
percentile of your vertical,

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and then your LTV is off the charts.
We’ll talk about that in a minute.

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But how have you done this?
Because I know this is by design.

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You said this was the goal from the
beginning. I know it’s a great product,

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but how do you get to that 65% of
your revenues from subscriptions?

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80% is blend to returning
customers. How do you do it?

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Well, first of all, you better
have a product that works, right?

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And so now there’s all
sorts of fancy words for it,

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but back in the day it was word
of mouth and the trajectory to

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getting a really nice return customer
isn’t just putting in cancellation

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prevention, finding the right
tech stack, which is key.

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I think that if you break it
down into four categories,

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you’re looking at discover,

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discover your customer pain points,

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that’s going to be the first thing that
you need to do. Put skin in the game,

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literally something that is a personal
problem that you’ve lived through that

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you can then identify and that immediately
is going to give you a product that

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people are going to want and
to understand and can be the

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heartbeat of the formula.

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And then you want to make sure that you’re

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identifying the things in your
business model that are the defeat,

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repeat moments, what’s defeating them?
Is it a bad value proposition? Is

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it a shitty product which we don’t have?

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And then the final one,
which I think is really,

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really key is do you have a

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gap?

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Is there a frustrating technical
experience for the customer?

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Because let’s face it, nobody wants to
get to the finish line to buy something,

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to have tech breakdown or their
website not work or gosh dang it,

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I’ve already given you my
credit card five times.

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Why do I have to go
find that number again?

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There’s these points that happen in a
customer journey that will just throw them

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off. They’ll just, I’m done. I’m
done with you. That was frustrating.

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It wasn’t fun, it wasn’t pleasant.

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So these frustrating experience will
break down that repeat customer.

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And then the biggest one for us, honestly,

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we did really well up to, geez,

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last year because we had
such a great product,

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we cared so deeply about our customers,
we did nice things for our customers,

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but I still didn’t have
the right tech partners,

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and that was really the missing link
for me getting up to this 80% and

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65% was finally plugging in the right tech

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partners.
And my tech stack isn’t anything novel,

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but it just started working once I had
left hand and right hand talking to one

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another.

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Yeah, so it all starts
with product, right?

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We got to have a product that is amazing
that we want to keep ordering again and

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again. That’s so good that we’re telling
our friends about it, things like that.

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That’s solving a real problem. We
got to then make the process easy.

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We’ve got to have good tech solutions.
There’s a lot that goes into that.

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But what’s interesting, and you
talked about solving a real problem,

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I want to give a quick shout out to Dean
Brennan. He was a guest on the podcast,

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CEO of Heart and Soil.

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These are meat based
supplements as a weird concept.

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I do plant-based supplements
in these supplements,

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but he tipped me off on this joint care
because as I’ve been aging, I work out,

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I run, I do things, joints hurt,

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and he tipped me off to this joint
care supplement. It’s fantastic.

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I’ve never taken anything
like I don’t ache at all.

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We went on a trip to Vegas just before
actually the Denver event where I spoke

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with you and a couple
of guys were with me.

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We were running on the pavement and they
were all complaining about being sore.

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And I’m like, I feel great. My
joints don’t ache at all. Anyway,

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so that’s a product where
I started taking that.

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I am not going to unsubscribe from that.

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That is going to become part of
my routine because I feel awesome.

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And so same is true for you though,
man, the skin is looking good,

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the brows looking good,
the hair’s looking good.

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We’re just going to keep buying.
So that makes a ton of sense.

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Talk this out. Lemme on to
what you just said because

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that is so key, right? So you have
a product, he tells you about it,

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you use it, it works, and then what
do you just do? You told me about it.

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Now I’m curious. And that’s
what we’re talking about.

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That’s how you get that
sticky customer. It’s no one.

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If I can get on that soapbox again,
and you’ve heard me get on my soapbox.

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If you’ve got a product because you just
want to make money because you want to

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sell, because you just want
to cut corners, do people,

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if you will, they might
buy maybe once or twice,

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but ultimately it’s not
going to be the longevity.

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It’s not going to be what’s going to
serve them well in the long run because

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ultimately people don’t want crap.
They want something that works.

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It’s going to be grind.

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You’re always going to have to be
hustling for that next sale where,

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whereas with you with your
product now 65% of your revenue

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comes in automatically
through subscriptions,

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and then another 15% comes in
through repeat customers anyway,

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so it’s really awesome.

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Talk about some of the things you
did to remove friction from the

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shopping process to make
subscriptions easier.

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And you have any insights on,

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do you get first purchase take rate on
subscriptions or is it more like they try

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it once and then you’re getting them on
subscriptions through email and SMS and

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remarketing campaigns? Talk
through some of the tactics there.

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First. Yeah. Okay. So
when I first started,

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I bootstrapped the company and my claim
to fame was that I went from zero to

215
00:13:31,210 –> 00:13:34,930
17 and a half million before
I hired my first employee.

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00:13:35,320 –> 00:13:36,190
No way.

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00:13:36,250 –> 00:13:40,690
Yes, that’s the claim to fame.
That being said, I did have,

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00:13:40,810 –> 00:13:41,260
excuse me,

219
00:13:41,260 –> 00:13:46,180
I did have an agency that I
had hired that really helped me

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00:13:46,180 –> 00:13:51,010
with my digital marketing
and they helped me with my

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00:13:51,070 –> 00:13:52,510
paid media marketing.

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00:13:52,810 –> 00:13:56,380
So I wasn’t able to really control.

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They had their things
they were working on.

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00:13:59,050 –> 00:14:04,030
So I started with bold subscriptions
and Bold just did not work for me.

225
00:14:04,600 –> 00:14:08,620
We didn’t have the right website
and the right theme and the right

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00:14:08,950 –> 00:14:12,340
anything to manage that
subscription platform.

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And then we transferred.

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00:14:14,500 –> 00:14:18,610
Once I started professionalizing and
bringing in employees and we’re looking at

229
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like 20, 21 at this point,

230
00:14:20,740 –> 00:14:25,600
then I transferred over to another
subscription platform and that one didn’t

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00:14:25,600 –> 00:14:27,040
work out at all.

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They were very tech heavy and I still
didn’t have the internal tech because I

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00:14:31,840 –> 00:14:36,490
was bringing everything in house. So
it was just a mismatched relationship,

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just literally oil and vinegar.
And so then

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00:14:41,020 –> 00:14:45,520
ultimately I got a cold call from
a recharge rep that said, Hey,

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00:14:46,300 –> 00:14:50,830
Leah, so-and-so from Recharge and I
don’t like cold calls, but I said,

237
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you’ve got five minutes to convince me
why I should switch to your platform.

238
00:14:55,370 –> 00:14:59,960
And then ultimately we arm wrestled
and negotiated a good contract,

239
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which is something that was very important
to me. And then I signed on and when

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I go, I go deep. I don’t
wish my superpowers,

241
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I make really, really fast
decisions when I make them.

242
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I give the person that I’m going into
business with or making a decision with my

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00:15:17,690 –> 00:15:20,810
all, and I don’t keep one foot on
each side of the fence. It’s amazing,

244
00:15:20,810 –> 00:15:21,260
a good
Partner.

245
00:15:21,260 –> 00:15:25,850
So they then introduced me
to a web development team

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00:15:26,270 –> 00:15:29,330
that at first I didn’t hire,
but I really liked them.

247
00:15:29,630 –> 00:15:33,710
And then eventually I realized that I
still didn’t have left hand and right hand

248
00:15:33,710 –> 00:15:38,480
talking and that these teams
needed to all be working in Shopify

249
00:15:38,480 –> 00:15:39,260
Plus.

250
00:15:39,260 –> 00:15:44,180
So my basis for my tech
stack is literally absolute

251
00:15:44,240 –> 00:15:47,840
web recharge and Shopify Plus.

252
00:15:48,440 –> 00:15:52,550
And then from there you can build out
with the Klaviyo’s and the postscripts and

253
00:15:52,550 –> 00:15:54,860
all the new things that come around.

254
00:15:55,070 –> 00:15:59,390
But because they all work
together collectively and kind of

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synergistically,

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00:16:00,680 –> 00:16:05,630
that made my job easier
so that we could use the

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00:16:05,630 –> 00:16:10,610
insights. And I’ll tell you with
Recharge, constantly innovating,

258
00:16:11,420 –> 00:16:14,540
they came out with their
cancellation prevention,

259
00:16:14,930 –> 00:16:18,770
which was telling me I knew
my customers were overstocked,

260
00:16:18,830 –> 00:16:20,960
but I didn’t know to what degree.

261
00:16:20,960 –> 00:16:25,520
So then when I find out that I’m
30% plus overstocked with customers,

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00:16:25,520 –> 00:16:28,910
which is why they’re churning, then
I can really do something about it.

263
00:16:28,910 –> 00:16:33,710
So then my web tech team got together
and we created a really bespoke,

264
00:16:35,600 –> 00:16:36,800
a really bespoke

265
00:16:38,570 –> 00:16:43,370
journey whereby now we changed
our subscription so that we

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open with a 10 week supply because
Elastin is a product that you need to use

267
00:16:47,600 –> 00:16:49,520
over time to see the results.

268
00:16:49,940 –> 00:16:50,030
Got.

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00:16:50,030 –> 00:16:54,440
It. So instead of maybe them
picking haphazardly six weeks,

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00:16:54,440 –> 00:16:57,860
despite the fact that we tell them
otherwise, then they get overstocked.

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00:16:58,070 –> 00:17:02,240
Then we transfer from that 10
week supply to a five week supply,

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for example,

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00:17:03,470 –> 00:17:08,240
so that they now have a manageable
cadence coming in with their

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subscription. And that
immediately turned things around.

275
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I mean that alone,

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we saw an uptick in our subscription

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00:17:18,680 –> 00:17:21,890
take, and then we saw a decrease in churn.

278
00:17:22,190 –> 00:17:26,930
So churn can hover between eight to 10 ish

279
00:17:26,930 –> 00:17:31,460
percent, which me I’d
love churn to be about 2%.

280
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No doubt.

281
00:17:32,240 –> 00:17:33,080
I’m a dreamer.

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00:17:34,460 –> 00:17:39,380
But the customers that were sticking
around then became stickier,

283
00:17:39,380 –> 00:17:40,130
if you will.

284
00:17:40,130 –> 00:17:44,840
And that’s when that lifetime value for
our subscription customers could also

285
00:17:44,840 –> 00:17:49,800
be identified as a ridiculous number

286
00:17:49,800 –> 00:17:51,210
compared to non-subscribers.

287
00:17:51,210 –> 00:17:56,130
I think it’s $146 for our,

288
00:17:56,190 –> 00:17:56,970
no, excuse me,

289
00:17:56,970 –> 00:18:01,560
$436 for our subscriber lifetime value

290
00:18:01,560 –> 00:18:06,030
compared to 186 for non-subscribers.

291
00:18:07,980 –> 00:18:08,290
Way.

292
00:18:08,290 –> 00:18:09,123
More than double.

293
00:18:10,740 –> 00:18:11,910
That’s huge, right?

294
00:18:12,150 –> 00:18:12,390
It’s huge.

295
00:18:12,390 –> 00:18:15,510
And then we do that smart
cancellation prevention,

296
00:18:15,960 –> 00:18:20,490
which then saves us an additional
7% of would be cancellations.

297
00:18:20,610 –> 00:18:24,270
And that’s all done through automation
and thoughtful touch points.

298
00:18:24,480 –> 00:18:26,850
So something that we
just didn’t have before,

299
00:18:28,320 –> 00:18:30,210
but I’ll tell you the
biggest thing for me,

300
00:18:30,480 –> 00:18:34,890
the thing that really turned my business
is that our customer service team,

301
00:18:34,890 –> 00:18:39,000
which we have an in-house team of work
from home moms that are just amazing.

302
00:18:39,040 –> 00:18:39,690
It’s amazing.

303
00:18:39,690 –> 00:18:44,310
We have always been one of the
top performing brands on gorgeous,

304
00:18:44,310 –> 00:18:49,200
the platform that we use for
cx, our tickets went down 50%,

305
00:18:51,810 –> 00:18:52,740
I’m pausing there.

306
00:18:53,100 –> 00:18:57,360
Tickets went down 50%
by having all of these

307
00:18:57,360 –> 00:19:02,070
optimizations, all of this website flow,

308
00:19:02,070 –> 00:19:05,520
this smarter website,
this smoother website,

309
00:19:05,520 –> 00:19:10,230
all of those friction points, once
they were removed, I’m saving money,

310
00:19:10,230 –> 00:19:12,600
I’m making more money, and
my customer service team,

311
00:19:14,040 –> 00:19:17,220
it has 50% fewer tickets,
happier customers,

312
00:19:17,490 –> 00:19:20,370
and we’re not even paying that
higher platform anymore. On Gorg.

313
00:19:20,520 –> 00:19:25,470
We’d had to keep up in
our fee for our agreement

314
00:19:25,470 –> 00:19:29,670
because we were just so
much customer service,

315
00:19:29,970 –> 00:19:32,880
so much customer service. And
now that’s being eliminated.

316
00:19:33,420 –> 00:19:35,700
It’s amazing. So now you’re cutting down,

317
00:19:35,700 –> 00:19:40,500
you’re able to staff less or you’re
saving on costs for answering tickets.

318
00:19:40,500 –> 00:19:42,600
But think about it from
the customer’s perspective.

319
00:19:42,600 –> 00:19:45,720
Nobody wants to submit a ticket,
nobody wants to interact.

320
00:19:45,750 –> 00:19:49,230
Even if customer support is
delightful, it’s a stay-at-home mom,

321
00:19:49,230 –> 00:19:51,750
and they’re just a joy to talk
to. I still don’t want to do it.

322
00:19:52,260 –> 00:19:56,250
And so if you can eliminate that,
it’s even better. So part of that,

323
00:19:56,250 –> 00:19:58,620
so let’s talk about why.
And I want to look at,

324
00:19:58,890 –> 00:20:01,380
you said something a minute ago was
really important. You said, Hey,

325
00:20:01,770 –> 00:20:04,560
people need to take this for
10 weeks to see the results.

326
00:20:04,740 –> 00:20:07,020
So that’s what you started selling, right?

327
00:20:07,020 –> 00:20:11,280
So is that like a 10 week bundle or just
sign up and you get it for 10 weeks or.

328
00:20:11,520 –> 00:20:14,910
Two pack for example,
just a two pack of lash,

329
00:20:14,910 –> 00:20:18,630
two pack of brow or a two
pack of the hair treatment.

330
00:20:18,990 –> 00:20:22,920
And that’s the vibrant scalp
treatment. So use it consistently,

331
00:20:22,920 –> 00:20:25,290
use it every day. You need to

332
00:20:27,240 –> 00:20:28,800
premix that fuel, if you will.

333
00:20:28,800 –> 00:20:32,880
You want to get those hyper results
in the beginning because if not,

334
00:20:32,880 –> 00:20:34,200
people will lose interest.

335
00:20:34,530 –> 00:20:38,940
It’s already hard enough that I am not a
mascara where you put it on and you get

336
00:20:38,940 –> 00:20:41,040
longer lashes immediately.

337
00:20:41,400 –> 00:20:45,030
This is something that depending on
where you are naturally with your hair

338
00:20:45,030 –> 00:20:49,360
growth cycle, it takes a
while. Get those real results.

339
00:20:49,630 –> 00:20:52,720
So some people, depending on where
they’re at with that growth journey,

340
00:20:52,900 –> 00:20:57,250
they may have results right away.
But for the most part, aging women,

341
00:20:57,250 –> 00:21:00,730
who is our demographic,
me, I am the demographic,

342
00:21:01,510 –> 00:21:04,900
we don’t exactly respond.
Those young bucks do.

343
00:21:05,230 –> 00:21:09,640
So it takes us a little while to
get that diesel engine revved up

344
00:21:10,000 –> 00:21:14,860
and we just need to make sure that
people are using it and then they start

345
00:21:14,860 –> 00:21:17,770
seeing results. And that’s when the
excitement sets in. And then when.

346
00:21:17,770 –> 00:21:19,930
You at that point, and then you.

347
00:21:20,020 –> 00:21:24,580
Go for Vegas with your buddies and your
knees don’t ache, you’re like, hello?

348
00:21:24,940 –> 00:21:28,770
Yeah, exactly. Tell me what you’re
taking. Tell me what you’re taking.

349
00:21:28,770 –> 00:21:30,690
Yeah,
I wrote a lot statement.

350
00:21:34,550 –> 00:21:37,900
So it’s a two pack so they can use it
for 10 weeks, get the best results.

351
00:21:37,900 –> 00:21:40,180
So that’s the first start.
The first piece says,

352
00:21:40,660 –> 00:21:43,360
what do they need to take
to get the best results,

353
00:21:43,360 –> 00:21:44,590
whether it’s a physical product,

354
00:21:45,670 –> 00:21:48,250
something you’re using or something
you’re putting on ingestible, whatever.

355
00:21:48,790 –> 00:21:52,540
So what do they need to take to get
the best results? Let’s sell them that.

356
00:21:53,440 –> 00:21:58,300
And then what did you do in
terms of messaging or just making

357
00:21:58,300 –> 00:22:01,090
it easier to understand and to say yes to?

358
00:22:01,480 –> 00:22:03,310
Talk to me about some
specific tactics there.

359
00:22:03,610 –> 00:22:05,620
The tactic, I think
that’s the most important,

360
00:22:05,620 –> 00:22:10,480
just if we’re talking D two C
and just brand building is I

361
00:22:10,480 –> 00:22:13,450
had a lot of fractional
copywriters for a while,

362
00:22:13,630 –> 00:22:15,490
so we didn’t have a single voice,

363
00:22:15,610 –> 00:22:20,440
and then we hired a gal who is
leading our brand and our brand

364
00:22:20,440 –> 00:22:25,180
copy and her copy then hit that whole

365
00:22:25,180 –> 00:22:26,410
customer journey.

366
00:22:26,680 –> 00:22:31,630
So what we see on our macros from
customer service is what we see

367
00:22:31,690 –> 00:22:35,650
on the post-consumer flow
for our email marketing,

368
00:22:35,830 –> 00:22:37,720
it’s what they’re getting
when they’re seeing

369
00:22:39,310 –> 00:22:44,170
the ad perhaps on meta or wherever
they first found out that top of the

370
00:22:44,170 –> 00:22:46,630
funnel perspective. So they’re seeing,

371
00:22:46,870 –> 00:22:48,820
here’s what they’re seeing
in the top of the funnel,

372
00:22:48,820 –> 00:22:50,890
here’s the middle of the funnel,
here’s the bottom of the funnel,

373
00:22:50,950 –> 00:22:54,850
here’s the email marketing campaign,
here’s how it’s flowing with the SMS,

374
00:22:54,940 –> 00:22:59,650
here’s the information they’re
getting from all angles. And it all

375
00:22:59,890 –> 00:23:03,820
sounds the same and it all makes sense.

376
00:23:04,000 –> 00:23:08,020
So you’re not sending mixed
messages anymore. And before,

377
00:23:08,290 –> 00:23:13,210
I’m probably guilty of having sent
more mixed messages or just not

378
00:23:13,210 –> 00:23:14,500
having that through line,

379
00:23:14,500 –> 00:23:19,330
that continuity so that we’re all
just really making sure that people

380
00:23:19,330 –> 00:23:24,040
understand what we’re delivering
to the customers. And it’s a serum.

381
00:23:25,750 –> 00:23:29,620
I’m at my temporary desk
here, but for example, here’s,

382
00:23:30,280 –> 00:23:34,390
here’s a sample of the
vibrate scalp treatment,

383
00:23:34,510 –> 00:23:37,180
the lash and the brow
that’s in just a single box.

384
00:23:37,360 –> 00:23:41,500
This was one of our promo boxes that
we put together. So they’re all serums.

385
00:23:41,680 –> 00:23:44,650
You use ’em twice daily, once
in the morning, once at night,

386
00:23:45,830 –> 00:23:49,160
and people will inadvertently say, oh,

387
00:23:49,610 –> 00:23:54,050
so I need to keep using that product,
and if I stop using it, it stops working.

388
00:23:54,740 –> 00:23:58,160
And the answer is yes. If you stop
drinking water, you get dehydrated. Of.

389
00:23:58,160 –> 00:23:58,993
Course, yeah.

390
00:23:59,150 –> 00:24:01,940
If you stop eating food,
you get hungry. If you stop,

391
00:24:01,940 –> 00:24:02,810
I want to vitamin I can take.

392
00:24:03,740 –> 00:24:03,950
That’s.

393
00:24:03,950 –> 00:24:08,090
It. Things change. But it’s
still that age old question.

394
00:24:08,090 –> 00:24:10,430
And that comes from, I kid you not,

395
00:24:10,430 –> 00:24:15,290
that comes from old school
mentality before people really got a

396
00:24:15,290 –> 00:24:20,180
little bit smarter to realize that
consistency is what delivers results in

397
00:24:20,180 –> 00:24:23,120
everything. If you want
to stay fit, stay fit.

398
00:24:23,510 –> 00:24:26,690
You, I’ve got to keep working out. I’ve
got to keep sleeping well every night.

399
00:24:26,690 –> 00:24:30,020
Come on, that’s want to
do it once, it’s so good.

400
00:24:30,320 –> 00:24:34,940
But it’s not necessarily even
a nice to have once you start

401
00:24:35,630 –> 00:24:37,730
fighting back mother
nature, it’s a must have.

402
00:24:37,730 –> 00:24:42,500
And this is where that longevity game
comes in there because what we’re doing to

403
00:24:42,530 –> 00:24:46,880
biohack our bodies and our
health and our wellbeing

404
00:24:47,150 –> 00:24:51,890
is really the rage right now. And
I’ve been biohacking since day one.

405
00:24:53,570 –> 00:24:55,610
I think the biggest thing I
did to biohack was not have.

406
00:24:55,640 –> 00:25:00,170
Children. I’m sure I’ve never.

407
00:25:00,170 –> 00:25:01,890
Said that out loud before.

408
00:25:04,470 –> 00:25:06,920
New biohack don’t have kids.

409
00:25:07,730 –> 00:25:11,120
Turns out that’s also a great
savings plan. Yeah, yeah, yeah.

410
00:25:11,990 –> 00:25:15,080
I know a lot of parents that get pretty
dang stressed right now in this world.

411
00:25:15,230 –> 00:25:16,970
There’s enough stress going on.

412
00:25:17,780 –> 00:25:21,980
So I always laugh that my husband and I
are able to just pick up and go whenever

413
00:25:21,980 –> 00:25:26,300
we want. We’ve got all this freedom.
And I could also focus on the business.

414
00:25:26,300 –> 00:25:27,440
So truthfully,

415
00:25:27,620 –> 00:25:32,210
my business is those are my children, my.

416
00:25:32,930 –> 00:25:33,450
Members.

417
00:25:33,450 –> 00:25:34,910
That’s who I care about right.

418
00:25:34,910 –> 00:25:36,860
Now. I love that. I love
that. My wife and I,

419
00:25:36,860 –> 00:25:38,720
we can get up and travel
anytime we want to as well.

420
00:25:38,720 –> 00:25:41,660
We just have eight kids that
we have to tow around with us.

421
00:25:43,280 –> 00:25:45,170
Actually they don’t all live
at home. So it’s not eight,

422
00:25:45,170 –> 00:25:48,770
it’s only like five or
six. It’s no big deal. But.

423
00:25:49,960 –> 00:25:50,720
That to me,

424
00:25:50,720 –> 00:25:55,160
I think that single voice to the
question going back to What are the

425
00:25:55,160 –> 00:25:57,380
mechanics, what can you do right now?

426
00:25:57,380 –> 00:26:01,970
What are the actionable items that
some of the individuals listening to

427
00:26:02,300 –> 00:26:04,400
can take and take from this?

428
00:26:04,400 –> 00:26:09,290
And you talked about that
ability for us to get on the

429
00:26:09,290 –> 00:26:09,680
phone.

430
00:26:09,680 –> 00:26:13,640
And something that I always say flies
in the face of what we’ve been taught is

431
00:26:13,850 –> 00:26:15,170
to really know your customer.

432
00:26:15,170 –> 00:26:19,940
So we do have a lot of
older women who have felt

433
00:26:20,000 –> 00:26:24,320
unseen and unheard and
undervalued in their lives.

434
00:26:24,320 –> 00:26:29,300
And so our customer service team is
empowered to spend however extra time they

435
00:26:29,300 –> 00:26:34,070
need on the phone with those
individuals until that individual

436
00:26:34,070 –> 00:26:36,140
feels like they’ve gotten what they need.

437
00:26:36,350 –> 00:26:38,690
And sometimes they can be on
the phone for a long time,

438
00:26:38,900 –> 00:26:43,410
which is why our gorgeous score
has probably gone from a 4.8

439
00:26:43,740 –> 00:26:45,660
and not to a five. I mean,

440
00:26:45,660 –> 00:26:49,500
we’re still at 94.8% of
all gorgeous platforms.

441
00:26:49,500 –> 00:26:51,750
That’s that 5% stat.

442
00:26:52,140 –> 00:26:56,670
But we stay where we’re
at because one of the

443
00:26:56,670 –> 00:27:01,140
metrics that’s timed on gorg is
how quickly do you answer those

444
00:27:01,140 –> 00:27:05,250
questions for people? And sometimes we
just don’t answer them that quickly.

445
00:27:05,850 –> 00:27:08,460
We’ll respond quickly,
but then we take our time.

446
00:27:08,880 –> 00:27:09,780
Take your time. But yeah,

447
00:27:10,080 –> 00:27:13,920
and it’s more about optimizing for
satisfaction than it is to hitting some

448
00:27:14,100 –> 00:27:17,430
metrics that may indicate
satisfaction, but not always.

449
00:27:17,430 –> 00:27:22,230
And so I love the way you guys do that.
This idea of consistent communication,

450
00:27:22,230 –> 00:27:25,080
I’ve heard it’s called the
golden thread or consistency.

451
00:27:25,080 –> 00:27:29,610
So every message we share, whether it’s
a video with static image, it’s on med,

452
00:27:29,610 –> 00:27:32,640
it’s on YouTube, it’s on Google,
it’s an email, it’s an SMS,

453
00:27:32,640 –> 00:27:35,550
it’s all saying the same
thing. It’s reinforcing,

454
00:27:35,850 –> 00:27:37,890
maybe we’re hitting the same message
from a couple of different angles,

455
00:27:37,890 –> 00:27:40,710
but ultimately it’s the same
thing when you get on the lander.

456
00:27:40,740 –> 00:27:41,940
Also the same message.

457
00:27:42,990 –> 00:27:45,780
Simplification and clarity
are super important.

458
00:27:45,780 –> 00:27:50,760
Sometimes we overcomplicate things
and a confused customer does not

459
00:27:50,760 –> 00:27:54,600
buy. So what are some of the messages,

460
00:27:54,810 –> 00:27:58,500
the go-to messages or what are you trying
to communicate when you’re creating

461
00:27:58,500 –> 00:28:00,390
this consistency across all.

462
00:28:00,390 –> 00:28:01,223
Channels?

463
00:28:02,130 –> 00:28:06,510
We fall back always on our pillars
at elastin. So real science,

464
00:28:06,750 –> 00:28:09,660
real results, real people
and real responsibility.

465
00:28:12,120 –> 00:28:14,730
But that’s the pillar.

466
00:28:14,820 –> 00:28:19,050
And then from the pillar then you
identify what is the pain point for the

467
00:28:19,050 –> 00:28:23,910
customer. And it really always
boils down to their sense of self,

468
00:28:23,910 –> 00:28:26,700
their confidence, their sense of identity,

469
00:28:26,910 –> 00:28:31,500
their desire to be the best version of

470
00:28:31,500 –> 00:28:35,640
themselves. So I’m going to go
back to what you said. You said,

471
00:28:35,820 –> 00:28:39,660
I started taking this supplement,
I feel so much better.

472
00:28:39,900 –> 00:28:43,680
I’m not hurting anymore. I wake
up, maybe you don’t need coffee.

473
00:28:44,820 –> 00:28:49,440
And all of a sudden
now you didn’t say, oh,

474
00:28:49,440 –> 00:28:51,540
I like where they source their product.

475
00:28:51,750 –> 00:28:55,950
They did a really good job of where
they sourced and they’re environmentally

476
00:28:55,950 –> 00:28:58,290
friendly and they’ve done all
these things. Well, that’s a given.

477
00:28:58,290 –> 00:28:59,520
Now you need to have all of that.

478
00:29:00,000 –> 00:29:04,920
You can’t come into a beauty brand
right now if you’re not sustainable,

479
00:29:05,100 –> 00:29:09,780
if you are not taking care of
vegan and cruelty-free and no

480
00:29:09,780 –> 00:29:14,460
preservatives and all of the lists. So
we call those our safe science standards,

481
00:29:14,640 –> 00:29:17,880
but you can’t lead with that
because nobody buys a product.

482
00:29:18,120 –> 00:29:23,100
Nobody buys a product because it’s got
the best biodesign proteins and the most

483
00:29:23,100 –> 00:29:23,933
peptides.

484
00:29:23,970 –> 00:29:24,330
For sure.

485
00:29:24,330 –> 00:29:28,230
That doesn’t sell. What sells is,
does it do what they want it to do.

486
00:29:28,230 –> 00:29:33,180
So the message has to always be about
what the customer needs and what

487
00:29:33,180 –> 00:29:37,080
that pain point is that we’re solving
or what that aspiration is that they’re

488
00:29:37,080 –> 00:29:39,150
looking to gain. And then ultimately,

489
00:29:39,150 –> 00:29:42,700
if we don’t deliver the
product that really works,

490
00:29:42,790 –> 00:29:44,530
they’re never going to come back again.

491
00:29:45,520 –> 00:29:49,150
But the other flip side is
because of where people are,

492
00:29:49,150 –> 00:29:51,490
whether they’ve got thyroid

493
00:29:54,040 –> 00:29:58,510
post-treatment, post stress,
aging, loss of elastin,

494
00:29:58,510 –> 00:30:02,620
naturally too much sun, exposure,
exposure, environmental,

495
00:30:03,100 –> 00:30:06,580
stressing out about what’s happening in
our political and our culture right now,

496
00:30:06,580 –> 00:30:10,720
all of these things are causing
people to lose their hair.

497
00:30:10,720 –> 00:30:13,210
And we saw this during Covid as well.

498
00:30:13,360 –> 00:30:17,770
So what we also have to do at
Neulasta is we have to look at how we

499
00:30:17,770 –> 00:30:22,510
can kind of bundle that and make
sure that we’re still giving the

500
00:30:22,510 –> 00:30:25,300
customer the time they
need to get the results.

501
00:30:25,510 –> 00:30:28,240
So if 12 weeks isn’t enough,

502
00:30:28,330 –> 00:30:32,230
I’m going to take care of them and give
them more product so that they get the

503
00:30:32,230 –> 00:30:36,100
results they’re asking for. And whether
I do that sometimes with free product,

504
00:30:36,250 –> 00:30:41,110
sometimes with a deeper discount, but
if they call me, I will literally say,

505
00:30:41,620 –> 00:30:44,800
you didn’t start this journey because
you were just trying something.

506
00:30:44,800 –> 00:30:45,670
You want something.

507
00:30:45,670 –> 00:30:48,730
So I’m going to give that to you for
as long as it takes till you get that

508
00:30:48,730 –> 00:30:49,563
result.

509
00:30:49,960 –> 00:30:51,460
That’s so good. That’s so good.

510
00:30:51,730 –> 00:30:56,470
Talk to me about the
process of reducing churn.

511
00:30:56,470 –> 00:30:59,560
You talked about some
of the programs you run.

512
00:30:59,740 –> 00:31:04,120
If someone’s about to cancel their
subscription, how do you mitigate that?

513
00:31:04,120 –> 00:31:06,130
What are some of the
strategies that you’ve used?

514
00:31:07,000 –> 00:31:09,640
Most recently, it’s
going to go back to just

515
00:31:12,280 –> 00:31:13,210
that very,

516
00:31:13,210 –> 00:31:17,680
very powerful buy box that
people are seeing so that the web

517
00:31:17,680 –> 00:31:22,270
functionality, I believe I mentioned
this, smoother, faster, smarter,

518
00:31:22,450 –> 00:31:26,320
but that buy box, which is the small
powerful decision point, right?

519
00:31:26,560 –> 00:31:31,450
That’s transformed so
that it now has above

520
00:31:31,450 –> 00:31:34,150
the fold because before
it wasn’t above the fold,

521
00:31:34,150 –> 00:31:38,770
but it’s a smarter way of
customers to get the right

522
00:31:38,770 –> 00:31:41,950
cadence with the right
subscription that they needed.

523
00:31:44,110 –> 00:31:47,140
And then as they go through
the checkout process,

524
00:31:47,410 –> 00:31:50,320
not too many more decisions to make,

525
00:31:50,560 –> 00:31:53,770
but then there are some upsells
and there are some cross sells,

526
00:31:53,980 –> 00:31:58,750
but mainly trying to serve the
customer with a very smart flow

527
00:31:58,930 –> 00:32:02,830
so that they don’t have to
get confused or question it.

528
00:32:03,280 –> 00:32:07,780
So the result of that alone
with that buy box and the web

529
00:32:07,780 –> 00:32:12,340
functionality was a 13.4%
increase in conversion rate.

530
00:32:13,030 –> 00:32:15,610
So we immediately started getting that.

531
00:32:15,610 –> 00:32:20,230
And then the next part of
it is just continuing to

532
00:32:20,230 –> 00:32:24,490
innovate when we see
something that’s not working.

533
00:32:24,490 –> 00:32:29,380
We work with the web partner now
and we try to innovate and solve

534
00:32:29,380 –> 00:32:34,300
around the entire customer journey and
anticipate their needs so that we can

535
00:32:34,300 –> 00:32:36,130
exceed those expectations.

536
00:32:37,750 –> 00:32:40,040
Yeah, it’s so good. I’m looking
at your detail page now,

537
00:32:40,040 –> 00:32:42,650
and we’ll put this in the video
version. If someone’s on YouTube,

538
00:32:42,830 –> 00:32:46,100
they can see it. But I love
the way this is laid out.

539
00:32:46,100 –> 00:32:50,780
So the top section you automatically
selected subscribe and save 25%.

540
00:32:51,050 –> 00:32:53,570
You got three different options,
deliver every eight weeks.

541
00:32:53,840 –> 00:32:55,220
In the middle it says deliver 10 weeks,

542
00:32:55,220 –> 00:32:58,580
it’s got a check mark and it’s bolded
and it says recommended right under it.

543
00:32:58,970 –> 00:33:03,020
And then or deliver every 12 weeks. And
it says free shipping, cancel any time,

544
00:33:03,020 –> 00:33:05,960
full flexibility, try really compelling,

545
00:33:05,960 –> 00:33:08,600
and then it’s got the strikethrough price
and the price that you’ll pay saving

546
00:33:08,600 –> 00:33:12,050
25%. And then below that you
could choose a one-time purchase.

547
00:33:12,050 –> 00:33:15,690
You save 12% that way. What is,

548
00:33:16,040 –> 00:33:19,550
so you talked about 65% of
your revenue is subscriptions.

549
00:33:20,240 –> 00:33:23,630
What’s the take rate on subscriptions
when someone’s checking out with these

550
00:33:23,630 –> 00:33:24,463
products?

551
00:33:26,570 –> 00:33:28,340
I don’t have that answer
off the top of my head.

552
00:33:30,380 –> 00:33:31,550
It’s got to be a pretty high,

553
00:33:31,550 –> 00:33:34,210
it’s got to be a high take rate since
everything else is off the charts as well.

554
00:33:34,460 –> 00:33:36,620
Being the owner of the
company and the founder,

555
00:33:37,190 –> 00:33:42,140
I always get just a little bit
puckered up there because you still

556
00:33:42,140 –> 00:33:45,110
have people who want that big deep
discount and they’re playing the game.

557
00:33:45,530 –> 00:33:48,590
So you’re always going to get
the people who are like, oh,

558
00:33:48,590 –> 00:33:51,710
I can get free shipping. Oh, I
can get this really deep discount,

559
00:33:51,710 –> 00:33:54,830
possibly almost 30% on my first order.

560
00:33:54,950 –> 00:33:58,670
And they have absolutely no
intention. They’re playing the field.

561
00:33:58,910 –> 00:34:02,000
They might be doing the stance
with a lot of other companies,

562
00:34:02,330 –> 00:34:06,320
but ideally if they’ve purchased
two products from us or the Tupac,

563
00:34:06,590 –> 00:34:08,090
then they are going to see results.

564
00:34:08,090 –> 00:34:11,780
And they might have a aha
moment themselves where they
stick around for a little

565
00:34:11,780 –> 00:34:14,170
bit longer. But

566
00:34:16,910 –> 00:34:17,690
it is high,

567
00:34:17,690 –> 00:34:22,640
and we’re working on it because we
actually didn’t have as robust of

568
00:34:22,640 –> 00:34:25,700
a landing page funnel as we do now.

569
00:34:25,700 –> 00:34:29,000
It’s still not the Ezra Firestone funnel,

570
00:34:29,180 –> 00:34:34,160
but that is something that we’re working
on so that we have the capacity now

571
00:34:34,160 –> 00:34:38,780
to build out more landing pages
so that it makes it easy for that

572
00:34:38,780 –> 00:34:42,980
first take rate. I want to
say 80%, but I might be wrong,

573
00:34:42,980 –> 00:34:46,130
so don’t quote me and hold
me to that particular number.

574
00:34:46,700 –> 00:34:49,520
With every other number being off the
charts, the take rate’s got to be really,

575
00:34:49,520 –> 00:34:50,390
really healthy as well.

576
00:34:50,390 –> 00:34:53,960
And so can you talk about the landing
page work that you guys are doing?

577
00:34:53,960 –> 00:34:58,280
Is that tying specific
offer to specific ad

578
00:34:58,610 –> 00:35:03,350
and what are you doing and any
interesting learnings with that journey?

579
00:35:03,380 –> 00:35:05,480
Yes, better. It’s still not set up.

580
00:35:05,840 –> 00:35:09,380
I’ve seen so many great landing pages
that I start falling in love with,

581
00:35:10,220 –> 00:35:12,500
but if they’re seeing an ad for,

582
00:35:13,730 –> 00:35:18,560
with a particular human being being
featured in an age category and an

583
00:35:18,560 –> 00:35:20,540
offer for lash,

584
00:35:20,780 –> 00:35:25,610
and then they come over to a PDP
page as a checkout page versus going

585
00:35:25,610 –> 00:35:30,320
to a landing page where then we continue
selling them on that journey where then

586
00:35:30,320 –> 00:35:33,830
we get that buy box that really
speaks to what they’re after,

587
00:35:33,830 –> 00:35:36,680
because at that point, they
don’t want to mess around.

588
00:35:36,680 –> 00:35:38,880
They just want to get in there.
I’m like, yeah, that’s what I want.

589
00:35:39,000 –> 00:35:40,080
That’s what I want to buy.

590
00:35:40,230 –> 00:35:43,140
So you want to make sure that
you’re not confusing them.

591
00:35:43,140 –> 00:35:47,040
And that’s what we’ve been trying to do
is follow that journey from what ad they

592
00:35:47,040 –> 00:35:49,470
saw on meta, for example,

593
00:35:49,680 –> 00:35:52,710
to where they land and get that checkout.

594
00:35:52,710 –> 00:35:57,630
And it’s the landing page strategy
is by far the best performer,

595
00:35:57,930 –> 00:36:02,700
but we also find that our PDP pages are
equally as good. And back in the day,

596
00:36:02,700 –> 00:36:07,680
we were sort of, and we would just go
to the homepage and that was a disaster.

597
00:36:07,860 –> 00:36:12,240
I mean, it works a little bit, but it’s
just, it’s too much. It’s like too much.

598
00:36:12,240 –> 00:36:12,810
Nobody wants to.

599
00:36:12,810 –> 00:36:16,920
Yeah, you’re introducing too
many options in most cases.

600
00:36:17,910 –> 00:36:20,400
But I will say, yeah, your PDP, which
is what I just showed a second ago,

601
00:36:20,400 –> 00:36:21,510
it’s fantastic. And.

602
00:36:22,010 –> 00:36:22,843
That’s only the landing page.

603
00:36:23,100 –> 00:36:25,650
So I can send you links to
get to the landing pages,

604
00:36:26,340 –> 00:36:30,240
which are those mysterious pages that
unless you’re following a particular link,

605
00:36:30,240 –> 00:36:33,030
you’ll never find again. I was laughing
about that the other day. I’m like,

606
00:36:33,030 –> 00:36:37,080
geez, even I own the company and
sometimes if I can’t find my landing page,

607
00:36:37,080 –> 00:36:39,030
I’m like, what’s that foreign slash,

608
00:36:39,150 –> 00:36:43,650
where did we go and how do you get back
to it again? So funny, once I lose it,

609
00:36:43,650 –> 00:36:45,060
man, I can’t find it again.

610
00:36:45,480 –> 00:36:50,100
And that’s an old anchor trick that I
learned from back in the day of direct

611
00:36:50,100 –> 00:36:54,810
response infomercial is they
were just classic landing

612
00:36:54,810 –> 00:36:55,440
page.

613
00:36:55,440 –> 00:36:56,273
Marketers.

614
00:36:56,790 –> 00:36:57,720
It was just.

615
00:36:57,720 –> 00:37:00,300
Guthy Riner legends, legends in the game.

616
00:37:00,300 –> 00:37:03,180
And so what did you do with them again?

617
00:37:03,180 –> 00:37:05,430
Was that one of your products
or you worked with Guthy Riner?

618
00:37:06,270 –> 00:37:08,040
No, but I was in the infomercial world,

619
00:37:08,040 –> 00:37:12,540
so that’s kind of where I cut my teeth
with direct response marketing is I

620
00:37:12,540 –> 00:37:15,690
started in the direct response.

621
00:37:15,720 –> 00:37:19,170
I was selling on HSNA particular AB belt,

622
00:37:19,440 –> 00:37:23,430
and then I helped launch the
contour core sculpting system,

623
00:37:23,520 –> 00:37:27,870
and that’s a product that was in 2008,

624
00:37:27,870 –> 00:37:31,200
one of the most successful
shows of its time.

625
00:37:31,500 –> 00:37:35,040
And we went from zero to 220 million

626
00:37:36,360 –> 00:37:38,310
in about three years,

627
00:37:39,120 –> 00:37:43,920
and we had a seven to one media

628
00:37:44,190 –> 00:37:46,140
marketing efficiency ratio.

629
00:37:47,550 –> 00:37:47,730
So.

630
00:37:47,730 –> 00:37:48,563
Seven to one.

631
00:37:49,110 –> 00:37:51,540
A seven mer. Everyone listing is like.

632
00:37:51,540 –> 00:37:54,360
Come, we’re back in the day,

633
00:37:54,360 –> 00:37:58,470
the Anthony Sullivans
and the Cindy Crawfords,

634
00:37:59,340 –> 00:38:03,210
but we were watching them, they were
watching us. We were all competing.

635
00:38:03,210 –> 00:38:04,110
But it was back,

636
00:38:04,770 –> 00:38:09,390
it was in the good old days
where crepe erase was rocking.

637
00:38:09,390 –> 00:38:11,310
And I mean, I am old,

638
00:38:11,310 –> 00:38:14,700
so I remember the Suzanne Summer’s in.

639
00:38:15,990 –> 00:38:17,210
I remember watching the ThighMaster.

640
00:38:18,450 –> 00:38:19,030
X.

641
00:38:19,030 –> 00:38:22,020
90 XI bought because of P 90 X. Yeah,

642
00:38:22,020 –> 00:38:25,110
actually friends that ran
the erase campaigns and.

643
00:38:25,110 –> 00:38:27,000
Stuff. But I always ask, do we reflect,

644
00:38:27,000 –> 00:38:31,050
and this is something I said in one of
my presentations recently is do we ever

645
00:38:31,050 –> 00:38:35,920
reflect on that is really where we learned
the formula for our direct response

646
00:38:35,920 –> 00:38:38,350
marketing. And they had three segments,

647
00:38:38,350 –> 00:38:41,800
28 minute show compelling
problem solution,

648
00:38:41,830 –> 00:38:46,510
and H one had a call to action. So if
you’re jumping in somewhere in between,

649
00:38:46,510 –> 00:38:49,990
it’s here’s how we’re going to
save you time, money, energy,

650
00:38:49,990 –> 00:38:53,230
get you what you’re looking for. Here’s
your call to action. If you order now,

651
00:38:53,230 –> 00:38:56,470
you’re going to get this, this, this,
and this. But wait, there’s more.

652
00:38:56,470 –> 00:39:00,010
And all that stuff worked. And
you know what? It still kind of.

653
00:39:00,010 –> 00:39:04,300
Works. It still works. Maybe you’re
executing it a little bit differently.

654
00:39:04,870 –> 00:39:08,260
But the psychology there,
the problem solution,

655
00:39:08,260 –> 00:39:12,490
the presenting it in a compelling way
and an engaging way with high energy,

656
00:39:12,490 –> 00:39:14,860
it still works. And that’s something
you and I were talking about.

657
00:39:14,920 –> 00:39:16,270
I’m a huge YouTube guy.

658
00:39:17,530 –> 00:39:20,230
We are seeing a lot of people that
have been historical TV advertisers now

659
00:39:20,230 –> 00:39:22,030
trying YouTubes. We’re leaning into that.

660
00:39:22,450 –> 00:39:22,540
Love.

661
00:39:22,540 –> 00:39:24,670
It. But I’m also seeing
some D two C brands,

662
00:39:24,670 –> 00:39:28,630
brands that are born online that
are now leaning into connected tv,

663
00:39:28,660 –> 00:39:30,520
whether that’s through
YouTube or other platform,

664
00:39:30,520 –> 00:39:33,610
and they’re dabbling in TV advertising,
but it’s direct response style,

665
00:39:33,610 –> 00:39:34,480
TV advertising,

666
00:39:34,720 –> 00:39:39,280
getting someone to take an action to
visit a site to get a free download or to

667
00:39:39,460 –> 00:39:40,420
free trial, whatever.

668
00:39:40,590 –> 00:39:43,480
Just works. I think we need to be more
clever and I need to meet more of a brand

669
00:39:43,480 –> 00:39:44,980
recognition. I tried some,

670
00:39:44,980 –> 00:39:49,570
our mutual colleague Stacy
helped me try to buy some linear

671
00:39:49,570 –> 00:39:52,120
TV spots. It just didn’t work for us,

672
00:39:52,270 –> 00:39:56,410
but we didn’t do enough. It
wasn’t long enough, deep enough.

673
00:39:56,650 –> 00:39:59,770
But elastin as big of a
brand as I think we are,

674
00:39:59,950 –> 00:40:01,900
we’re still not a name brand.

675
00:40:01,900 –> 00:40:06,130
So you can walk down the street and people
aren’t going to really recognize us.

676
00:40:06,250 –> 00:40:10,780
So we’re staying somewhat niche
in that. We have, I believe,

677
00:40:10,780 –> 00:40:12,700
the best science in the industry,

678
00:40:12,970 –> 00:40:17,950
and I would challenge anyone to match our
38 US and international patents all in

679
00:40:17,950 –> 00:40:19,150
the elastin space.

680
00:40:19,330 –> 00:40:19,420
It’s.

681
00:40:19,420 –> 00:40:19,600
Amazing.

682
00:40:19,600 –> 00:40:24,430
We’ve got a category that no one else
is really focusing on to our depth

683
00:40:24,430 –> 00:40:28,870
and breadth. But at the end of the
day, again, science isn’t selling.

684
00:40:28,870 –> 00:40:33,250
So now I’ve got to be able to just
communicate to people that we have a

685
00:40:33,250 –> 00:40:37,810
beautiful product with a founder
and an entire team that cares

686
00:40:37,810 –> 00:40:41,290
deeply for that customer journey and
that we’re going to do everything in our

687
00:40:41,290 –> 00:40:45,670
power to get them the results that
they want. And they can also trust.

688
00:40:45,970 –> 00:40:47,080
I think small brands,

689
00:40:47,080 –> 00:40:51,430
one of the beauties is that they can
trust the integrity that goes behind it

690
00:40:51,820 –> 00:40:54,490
and that what we say is what we do.

691
00:40:55,330 –> 00:40:59,530
Sometimes when you get that
thought of a big brand,

692
00:40:59,620 –> 00:41:02,410
you kind of wonder did they lose it?

693
00:41:02,680 –> 00:41:07,240
So if JJ buys a business and all of
a sudden you see it on the shelf at a

694
00:41:07,240 –> 00:41:10,810
target, then old school
people would think, oh,

695
00:41:10,810 –> 00:41:12,400
they must have done something different.

696
00:41:12,400 –> 00:41:16,870
Now it’s lost its allure or it
doesn’t have the same formula.

697
00:41:16,870 –> 00:41:18,190
And maybe they’re right.

698
00:41:18,370 –> 00:41:21,880
Maybe people take a formula,

699
00:41:21,880 –> 00:41:26,710
they buy a company and then they fairy
dust the active ingredients and it might

700
00:41:26,710 –> 00:41:29,020
not have the same punch that happens.

701
00:41:29,420 –> 00:41:34,370
Right? Right. Yeah. I think
your passion rings true.

702
00:41:34,400 –> 00:41:37,940
Listening to you talk and if someone
can see you or hear you talk in an ad,

703
00:41:38,180 –> 00:41:40,400
it’s clear you’re going to do whatever
is necessary for someone to get the

704
00:41:40,400 –> 00:41:43,400
results that they want, which is
great. I want to kind of end on this.

705
00:41:43,400 –> 00:41:44,600
We only have a few minutes left,

706
00:41:44,990 –> 00:41:49,970
but times are uncertain right
now at the time we’re recording,

707
00:41:49,970 –> 00:41:53,150
we’re dealing with some
tariff, chaos and madness.

708
00:41:53,150 –> 00:41:57,260
Consumer confidence is at a low.
Business owners are worried.

709
00:41:58,040 –> 00:42:01,490
We work almost exclusively
with D two c e-commerce brands.

710
00:42:02,240 –> 00:42:04,100
Many of our clients
don’t import from China,

711
00:42:04,100 –> 00:42:06,530
and so they’re feeling a little
bit better than those that do,

712
00:42:06,860 –> 00:42:08,630
but there’s still just
uncertainty everywhere.

713
00:42:08,630 –> 00:42:13,340
So what advice do you have and
what are you leaning into now when

714
00:42:13,340 –> 00:42:16,370
times are uncertain?
How are you operating?

715
00:42:18,950 –> 00:42:23,720
I have been guilty of falling
into a trap of feeling

716
00:42:24,650 –> 00:42:28,490
the scarcity mentality and the panic,

717
00:42:28,850 –> 00:42:33,470
but I am doing everything that I can to
try to come from a point of abundance,

718
00:42:33,890 –> 00:42:37,670
and that might be a little too
metaphysical for this podcast,

719
00:42:38,000 –> 00:42:42,740
but I literally need to stay true to

720
00:42:42,740 –> 00:42:47,720
what we do over here. We need to
make money to stay in business,

721
00:42:47,930 –> 00:42:52,790
but do I need to make a 94% contribution

722
00:42:52,790 –> 00:42:56,300
margin every day, all day? Probably not.

723
00:42:57,680 –> 00:43:00,560
I need to take a hit
with everybody going in,

724
00:43:00,560 –> 00:43:05,090
and I’m willing to do that so that I
don’t have to put it on my customers.

725
00:43:05,450 –> 00:43:09,650
During covid, when people were upping
their prices, I stayed the same.

726
00:43:09,800 –> 00:43:11,960
As a matter of fact,
just earlier this year,

727
00:43:12,080 –> 00:43:15,380
first time I increased
my prices since 2017,

728
00:43:16,730 –> 00:43:21,320
I am going to do everything
I can to get clever to

729
00:43:21,350 –> 00:43:23,060
figure out how to,

730
00:43:24,200 –> 00:43:28,850
I only get packaging from China,
only my primary packaging. So that’s

731
00:43:30,470 –> 00:43:31,970
the stuff that you see, like this.

732
00:43:31,970 –> 00:43:32,803
Packaging.

733
00:43:33,680 –> 00:43:35,750
And I get a few, and it’s not pretty.

734
00:43:35,750 –> 00:43:40,730
You don’t want to pay something that might
cost you 60 cents and all of a sudden

735
00:43:40,730 –> 00:43:44,210
have to pay $2 for it
depending on where you’re at.

736
00:43:44,480 –> 00:43:48,470
I’ve got a product right now on the water
that was a little scalp scrubber that

737
00:43:48,470 –> 00:43:51,980
I got from China, and it
was a 50 cent product.

738
00:43:51,980 –> 00:43:54,950
And right now we don’t know
because when it went on,

739
00:43:54,950 –> 00:43:57,650
it was before the tax went up to 148%.

740
00:43:59,060 –> 00:44:01,970
And at the end of the day, if I have to
pay the tax, what going to do? Say, no,

741
00:44:01,970 –> 00:44:06,230
I’m going to send it back. That’s
one option. It is an option.

742
00:44:06,230 –> 00:44:07,580
My CFO said,

743
00:44:07,760 –> 00:44:12,350
you need to deny shipments coming over
right now so that you don’t have to pay

744
00:44:12,650 –> 00:44:17,000
$26,000 in taxes that you don’t
know where it’s going. And I agree.

745
00:44:17,000 –> 00:44:20,330
And then tomorrow they could
change it and I could end up paying

746
00:44:21,290 –> 00:44:26,150
$12,000 in taxes versus a 46 versus
a hundred thousand dollars in

747
00:44:26,150 –> 00:44:30,890
taxes. So it’s huge. I mean, it’s
going to cut into profit margins,

748
00:44:31,980 –> 00:44:35,430
but my hope is that smarter
brains will prevail.

749
00:44:35,820 –> 00:44:40,110
That somebody will at some point talk
to the government and talk to somebody.

750
00:44:40,410 –> 00:44:41,700
And there’s got to be,

751
00:44:41,700 –> 00:44:46,620
if enough of us come together
without being hysterical and

752
00:44:46,620 –> 00:44:48,750
we have those smart conversations,

753
00:44:48,960 –> 00:44:51,510
we have to reach a point
where there’s stability.

754
00:44:51,840 –> 00:44:54,930
And I will do everything
I can to join that

755
00:44:56,190 –> 00:44:57,930
movement if it happens.

756
00:44:59,160 –> 00:45:04,110
But otherwise I am just not going to
bring stuff over. That’s a nice to have.

757
00:45:04,110 –> 00:45:05,160
It’s got to be a must have.

758
00:45:06,210 –> 00:45:07,230
Totally. Yeah.

759
00:45:07,230 –> 00:45:10,890
And I think it’s a really good take
where a couple things to keep in mind,

760
00:45:10,890 –> 00:45:15,750
and you talked about mindset. I think
that is underrated in some ways where yes,

761
00:45:15,750 –> 00:45:17,280
we get tactical on this podcast.

762
00:45:17,280 –> 00:45:20,010
We want to look at how can we increase
our subscription take rate and how can we

763
00:45:20,280 –> 00:45:23,700
reduce churn and things like
that. But your mindset matters,

764
00:45:23,700 –> 00:45:27,480
and if you are overly stressed
or panicking, you’re going
to make bad decisions.

765
00:45:27,840 –> 00:45:30,870
You’re going to craft bad marketing,
it’s just not going to work well for you.

766
00:45:30,870 –> 00:45:34,770
So work on the mindset. It will
only make everything else better.

767
00:45:35,340 –> 00:45:37,830
But I always believe there’s
always a move to make.

768
00:45:37,830 –> 00:45:42,330
There’s always something you can do and
every other one of your competitors is

769
00:45:42,330 –> 00:45:44,640
dealing with the same
stuff you are dealing with.

770
00:45:45,120 –> 00:45:49,680
So if you can be more scrappy,
more resourceful, more crafty,

771
00:45:50,220 –> 00:45:51,390
you can find edges.

772
00:45:51,390 –> 00:45:54,330
And it’s like there are always
opportunities in crazy times like this.

773
00:45:54,690 –> 00:45:57,780
I do believe there’ll be adjustments
made with tariffs and stuff.

774
00:45:57,780 –> 00:46:01,020
Who knows what that will be or
when or what direction it’ll be.

775
00:46:02,160 –> 00:46:05,520
But I think you’re smart. How can we
limit what we’re bringing over right now?

776
00:46:05,520 –> 00:46:06,960
I’m hearing that from a
lot of different customers.

777
00:46:06,960 –> 00:46:09,180
How can we just bring over the essentials.

778
00:46:09,930 –> 00:46:11,010
Or how do we work together?

779
00:46:11,010 –> 00:46:14,610
So let’s say there’s five of us in the
beauty industry that have a similar

780
00:46:14,610 –> 00:46:15,750
product that might be coming.

781
00:46:17,280 –> 00:46:21,060
Why not set up another manufacturing
or another warehouse, for example,

782
00:46:21,150 –> 00:46:25,320
somewhere without taxes? Share the cost
on that, bring product over. I mean,

783
00:46:25,320 –> 00:46:29,970
this is a time where we need to
kumbaya and lean in with one another.

784
00:46:30,240 –> 00:46:35,010
There’s ways around this. Even if it
doesn’t change, I’m hoping it changes,

785
00:46:35,190 –> 00:46:38,820
but if it doesn’t change, let’s
not panic. Let’s collaborate.

786
00:46:38,820 –> 00:46:40,680
Let’s work together. Let’s figure it out.

787
00:46:41,250 –> 00:46:43,710
Yeah. Yeah. I love that. I
love that so much. And yeah,

788
00:46:44,430 –> 00:46:47,190
there will be winners during
this season. No doubt.

789
00:46:47,910 –> 00:46:51,690
It’s just not easy and not overly
fun, but it’s where we are.

790
00:46:51,690 –> 00:46:54,390
And so got to focus on solutions. Leah,

791
00:46:54,390 –> 00:46:57,720
this has been absolutely
fantastic. I love your brand.

792
00:46:57,720 –> 00:46:59,700
I love the energy you bring.
I love what you’re building,

793
00:47:00,240 –> 00:47:03,900
and we need to catch up again soon
sometime. So thanks for coming on.

794
00:47:04,110 –> 00:47:06,660
Thank you very much. We didn’t
even talk about bull riding,

795
00:47:06,660 –> 00:47:07,680
but we’ll get to that later.

796
00:47:08,070 –> 00:47:10,950
Bull riding next time. So I
will end with this though.

797
00:47:10,950 –> 00:47:14,040
People have to follow you on social.
So you’re a great follow on LinkedIn,

798
00:47:14,370 –> 00:47:16,980
but you’re also active on
Instagram and other channels.

799
00:47:17,070 –> 00:47:21,060
Yes, yes. I’m still old
school, Leah Garcia TV Act.

800
00:47:21,210 –> 00:47:24,990
Elastin is where the brand is found, but

801
00:47:26,890 –> 00:47:29,100
I am more on the speaking
circuit these days.

802
00:47:29,110 –> 00:47:32,710
So LinkedIn is probably one of the
best places to find my whereabouts.

803
00:47:33,190 –> 00:47:36,220
And you got some great content recently
about those speaking engagements,

804
00:47:36,220 –> 00:47:41,110
so check it out. Leah Garcia on
LinkedIn and Instagram. Leah,

805
00:47:41,110 –> 00:47:45,340
thank you so much. This has been an
absolute pleasure and we’ll chat soon.

806
00:47:46,000 –> 00:47:48,130
I’m stoked. Thank you so much. Cheers.

807
00:47:48,790 –> 00:47:51,520
Awesome. As always,
thank you for tuning in.

808
00:47:52,210 –> 00:47:54,610
Would love to hear feedback
from you. If you’ve not left us,

809
00:47:54,610 –> 00:47:59,260
that review on iTunes means
the world to us. And with that,

810
00:47:59,260 –> 00:48:01,090
until next time, thank you for listening.