Optimized Ecommerce EP 025 – Scaling a Struggling Brand Like Crazy! From $0 to $10M in 9 Months
This week on The Optimized Ecommerce Podcast, Archer Worsham, one-half of the Dynamic Worsham Duo, joins Tanner Larsson to go through their journey of taking a struggling brand and launching it to success very, very, quickly to the tune of $0 to $10M in just 9 months! Listen to this week’s episode to hear
Welcome to Episode #025 of Optimized Ecommerce – Scaling a Struggling Brand Like Crazy! From $0 to $10M in 9 Months! I am your host, Tanner Larsson, CEO of BGS.
BGS means Build Grow Scale! It is a community that we founded where Ecommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.
This week, Archer Worsham joins me to talk about their journey with a struggling brand and how they launched this particular brand from $0 to $10M in just 9 months!
Archer is the co-founder of Special Ops and has been the E-Commerce marketing force for rising physical product brands along with his brother, David. Archer Worsham is best known for his expertise in creating ad buying, content, positions, and dialing down the back-end of sales for predictable growth.
Here’s just a taste of what we talked about today:
Archer Worsham transitioned out of Amazon and into traditional store-based E-Commerce. We talked about what led them away from Amazon and the lessons he learned during that vital transition.
One caveat of Amazon that was big for Archer was not being able to collect data.
Archer revealed, “When you don’t have the data, you don’t have any trajectory you can aim toward. When I started the transition, I honestly had no idea what I was doing in the middle ground and on the back end.”
The middle ground means actually building a Shopify site — how to build it correctly. The back-end involves email marketing, sms campaigns, etc…
Shifting away from Amazon was not as easy as ABC. Archer goes on to add, “I did not know what to do with that data once I had it. So it was a huge shift.”
However, if there is just one benefit from being successful in Amazon like Archer, it is that he has already figured out the product game. He already knows how to find, source, and private label. He no longer struggles with wondering what to sell as much because he has already been through that multiple times!
This gives Amazon sellers a nice boost when they want to move out of the platform.
Next, we talk about Archer’s strengths, how that went with David’s strengths, his brother, and how they stumbled upon a struggling brand, that later on they would help scale like crazy!
We found out that Archer’s strengths lean more towards the creative side while David is very analytical.
Archer loves to see from a bird’s eye view and find out what needs to be done and what the most important factors are. He said that he is more of the visionary type.
And David, on the other hand, loves to learn how to do something and do it in intricate detail, read data, and improve on it.
“We’re two different guys,” said Archer.
But they work very well together because they are different. David handles some of the ads while Archer handles more of the creatives. There is a lot of creative production on the front end that needs to be addressed.
While Archer admits that he is not very good with looking at numbers, David is very good at dialing into Facebook Ads, Instagram Ads, and all-around ad buying.
“On my side, I am very good at creatives, messaging, getting attention, and making customers become attracted to a product,” said Archer.
Not long after transitioning out of Amazon, they got introduced to a client brand by one of their Amazon students. This brand was struggling and according to Archer, there was a point where they had to work on their relationship with this brand and develop trust for each other.
We also talk about how they were able to skyrocket a client’s brand from $0 to $10M in just 9 months.
At that time, Archer admits that he did not know Shopify nor where the potential could have been for conversion rate. However, he did know that a percentage and a half was a horrible conversion rate.
He knew they needed some help in figuring out how to fix their client brand. There are a lot of people who teach Ecom and Archer wanted to go straight to the people who know exactly how to build a store that converts.
Archer already knew about BGS for a few years at this point. He knew that BGS would be able to help them. As soon as Archer talked to David about it, they had joined BGS and Ecom Insider an hour later.
Archer shared, “It was right after we joined Ecom Insider. We started working with the BGS team and as soon as we were able to push that live, we went from a percentage and a half of conversion rate to over three and a half percent conversion rate within 24 hours of turning it on.
“There was no Google Analytics set up just yet. It was just setting up the foundation roots of what you at BGS tells us to do for customizing the theme and get some better conversions at the beginning. This was before getting into the nuts and bolts to really improve upon it from there.”
One thing I love about Archer’s story is that they did not simply get lucky with the product. Archer and David put in the work. Archer said that he was in the group, working, and using everything that he could find from us.
Although BGS gives them the whole system and how to do things, they still have to actually do it. And today, they still are constantly testing, tweaking, following the instructions that we give them, and following the optimization paths, the different things that BGS is doing, and then doing it.
We also discussed a few other fun topics, including:
- Something else to their credit, Archer and David would try everything we give them without question because BGS gives tips and techniques based on data. Everything we give out to our members have been intensively tested and proven to work. “GSD” is the mantra of Ecom Insider and the BGS Group. GSD means Get Shit Done and that is exactly what David and Archer are good at.
- We also talk about why it’s important to drop your ego, look for people who are master at the craft you are weak in, and ask their help.
- Learn what Archer and David’s cashflow looked like when they started running theri automated campaigns suggested by BGS.
- Archer examines their 6x RO-ads experience — how that’s super sexy but not sustainable especially not on the path to $10million and beyond.
- Find out what it takes to reach a million dollars a month for your Ecom store, and the best practices to follow to stay on that million per month level and beyond.
But you’ll have to watch or listen to the episode to hear about those!
How To Stay Connected with Archer Worsham
Want to stay connected with Archer? Please check out his social profiles below.
Tanner Larsson 0:07
Hey everybody, welcome back to The Optimized Ecommerce Podcast. I’m Tanner Larsson, your host. And today we’ve got a really exciting episode for you. We’re going to be talking with Archer Worsham, one half of the dynamic Worsham duo. He and his brother, David, are some underground rock stars in the ecom world. If you’re in the know, then you know. And if you don’t, then you wish you did because these guys took a struggling ecom brand from basically 0 to $10 million dollars in less than I’ve read about nine and a half to ten months. So, 0 to $10,000,000 in 9 months. And we’re going to talk to Archer today and kind of go through the entire journey of how they took a brand and just launched it to the moon very, very quickly. And this is not a dropship product. This is not some goofy little mumbo jumbo trending product. This is something that’s been established for years and has lots of potential for growth and is a real product. So, Archer, before we get into this whole brand story of how you guys actually just scaled like crazy. Why don’t you tell us a little bit about yourself and why you’re in a foreign country right now when you’re from the US and kind of go with that part?
Archer Worsham 1:19
Yes, sir. Man. Yeah, so I’m in Serbia right now of all places, kind of a random country for an American to be in Europe. But I’m here because it’s one of the countries my wife can go to without a visa. So here during the whole COVID pandemic, it’s nice to be together, with her. Yeah, so how I got started. Let’s see, I did six years in the Air Force. But as soon as I joined, I wasn’t liking it much. I learned about marketing online, but dabbled in a bunch of things, which led up to e commerce and that up into, you know, selling on Amazon pretty much for a few years. And then selling on Amazon, and then me to doing some consulting and teaching other people how to sell on Amazon. And sure enough, you know, one of my students had met the owner of the brand that my brother, David, and I had partnered with. She introduced us to her. And everything else just took off from there. So the partnership was made. We just took her her existing brand, which wasn’t doing much at all. It had no traction. But it went on to become one of the top selling companies in her niche.
Tanner Larsson 2:40
So guys, two things. One, Archer, I want to touch on some of the more Amazon stuff, because obviously, you’ve learned a lot in the Amazon space and why e commerce was the transition and everything. So I want to touch on that. But guys, for those of you listening or watching on YouTube, we’re going to be referring to this brand as the Hair Accessories Brand. Because that is the niche that it’s in rather than the actual brand name. This brand is still scaling rapidly and has the potential for a nice, you know, sale or exit later on. So just in honor of NDAs and things like that, we’re going to, you know, remove the brand name from the discussion, which isn’t relevant to your guys’s anyway, anyway, all you need to know is that it’s in the Hair Accessories niche. It’s basically one product with a couple different variants. And it’s scaled to the moon. So we’ll still tell you all the nitty gritty of how that works. But Archer, going back, you and David both had separate Amazon brands right? You guys were both selling on Amazon? Obviously you were selling successfully on Amazon for a while. What led you away from Amazon? What was the writing on the wall that you were seeing?
Archer Worsham 3:40
Yeah, you know, the big thing for me was not having control and not being able to collect data. And pretty much when you don’t have those things, you don’t have any trajectory that you can aim toward for your goal setting and everything you don’t know that can happen to your “business” you thought you had. It wasn’t until Amazon had some major shifts in their terms of service after I’ve just spent over $100,000 on a whole bunch of new products and a buttload of inventory, which at that time, we do a lot of huge giveaways. And that those products were on the way to Amazon warehouses when the terms of service came out, basically saying, “If you’re caught doing these Gray Hat-Black Hat strategies of getting ranked on Amazon, you’re gonna get kicked out.” So that was enough to scare me and say, “Hey, like I got it. I gotta change some things around.” I can’t just be this mediocre marketer and think I’m going to grow a big business out of something that’s not truly a business. And so, Amazon served a purpose for me for a few years to get my feet wet in the ecommerce game. But now I need to step it up and learn what people are doing outside of Amazon which is actually growing a business that you actually have more control of. So that’s what I did.
Tanner Larsson 5:14
Totally. And obviously, you know my Amazon story too. We’ve definitely learned our lesson in putting too many eggs in that basket.
So how about the shift like going from “Amazon Ecommerce” to traditional store-based ecommerce? How was that shift for you?
Archer Worsham 5:33
It was quite a huge shift, honestly. I mean, through Amazon, I did learn quite a bit on the front end of knowing how to get attention, knowing how to display products the right way, and how to speak to customers in copywriting. I learned quite a bit of things from the front end, but I honestly had no idea what I was doing. I would say in the middle ground, and on the back end. Middle ground, meaning like actually building a Shopify site. How to build it, how to do it correctly, and the back end shoot, man. I didn’t know anything about email marketing, or what to do with that data once I had it. So it was a huge shift, man.
Tanner Larsson 6:14
I had a lot to learn. Awesome. Yeah. I know. It’s it’s a big shift. But also another thing that you’re kind of taking for granted that a little bit or probably just didn’t think about is one the one benefit of that Amazon sellers have who’ve been successful on Amazon transitioning off is they’ve already figured out the product game. They know how to find and source and private label and they don’t struggle with the “Oh my god, what do I sell?” as much because they’ve already been through that multiple times. Gives Amazon sellers a nice, nice boost when they want to, you know, move off. Plus, they can use some other existing products a lot of the time.
Archer Worsham 6:47
Oh, right. Yeah, absolutely, man. Yeah, I mean, that’s a big part of Amazon game, right? It is sourcing and finding the right products or selling, whether or not there’s, you know, major competition, and that particular keyword, you know, searches that you’re looking to rank in or it doesn’t matter, you’re learning a lot about, you know, finding products, sourcing, you know, how to how to speak to manufacturers, suppliers, shipping times, you know, you’re learning a lot of logistics, as far as the front end of ecom business, for sure.
Tanner Larsson 7:24
So, okay. You guys transitioned out of Amazon. One of your Amazon students introduced you to the lady who created the hair accessory product that got you and David up partnering with. Okay, so we’re at this point. You’ve partnered, you’re both still pretty green in the traditional ecom world and online storefront thing. Touch a little bit on your strengths and David’s strengths and how that helped the brand take off?
Archer Worsham 7:53
Yeah, sure, man. I mean, my strengths would definitely be more on the creative side. And more so to see like the bird’s eye view, like what needs to get done to start moving some things, right? Like, what are the most important factors? I’m more of the visionary type guy. So I see the vision of what can be with the right pieces connected, right. And David is very analytical. He’s a type of guy who can read directions, or learn how to do something in intricate details and read that data and improve upon it. Where I’m someone who’s like, who bought who would never go to IKEA, because I can’t read directions, right? I just throw it together. But I’m more of a visionary. So we’re two completely different guys.
Tanner Larsson 8:43
But you’ve worked pretty well because of that, right? David handled some of the ad side, and you handle more of the creative and then you guys work together on that aspect, right?
Archer Worsham 8:51
Yeah, exactly. Man. I mean, there is a lot of creative on the front end that’s very important and needs to be addressed. So he is very good at Facebook ads, he knows how to dial in Facebook ads, Instagram ads, all around the ad buying, where I didn’t have that experience. I’m not good in looking at the numbers. I’m not I’m not good at, being really focused and keydown in certain details, but he is. On my side, I’m very good at creative and messaging and in getting attention and knowing how to get customers attracted to a product.
Tanner Larsson 9:29
Alright, so there’s the background, guys. Now we’re gonna get into how it gets cool and just really how amazing these two are at taking this brand that had literally no online traction, and no sales. And I guess I’ll tell them this because this is exciting. This store was 0 to $ 10 million in nine months. But I remember when they first started working with us, and he can tell that story in a second. There was a screenshot that he posted into in our Facebook group where it was like The first month the store had done like $2,000 total. And then the next month was like a massive increase, and then the next one doubled and quadrupled. And it just kept growing. So we’re gonna go through that. But obviously, there was a section there where you started doing the store, and then you got a little traction, it wasn’t selling much, but it was selling and then obviously, it started growing. So let’s kind of start that process. How did that happen?
Archer Worsham 10:26
Sure, man. Yes. So we actually got in touch with her in April. And the first three months of the year, she did 6000 total in sales. So we jumped on board, there was a time where we needed to figure out how we’re going to work together as partners, and the amount of trust. There was growth needed to be made in our relationship. And we needed to prove ourselves. She’s been burned before working with other people who promised big things, but it didn’t happen. So we had to prove our stuff. And what was funny is I remember this, it was the very last day of April. We asked her “Hey, you know, tomorrow’s the last day of April. Can we spend $1,000 on adspend?” Like, our return on adspend was just ridiculous just on just on soft adspends, right? And mainly stuck around with address retargeting ads, increasing some budgets there. It’s just really basic stuff. And she said, “Sure.” And with that thousand dollars, we made six grand back. And and from there, she says she was jumping up and down the phone as she was talking to us that day. So we’re off to the races in May.
Tanner Larsson 11:46
So what you’re off to the races. You made six grand off the first thousand dollar adspend, which is an amazing. That’s awesome. And then why don’t you touch on, like some of that initial growth curve? What was that initial growth curve like?
Archer Worsham 12:03
Yes. So in May, we did about 560 k.
Tanner Larsson 12:07
From April to May. So April was 6k. 12k for the year total. And then May…
Archer Worsham 12:17
January through March, it was 6k total. April, we did jump it up to about 30k because around the middle of the month, we started doing a little bit of soft testing and started increasing some things. It was at the very last day we did that 6k, which was quite larger that day than the rest of…
Tanner Larsson 12:38
30k in April 560 thousand in May
Archer Worsham 12:43
…in May. Yeah. And then in June, we did… I’m trying to remember exactly. I believe we did a little over 500 k. No, it was probably around about the same amount 500k to 550k. And only reason is because of inventory issues. So I mean, we were the RO-ads was ridiculous. And we only had quite a few different ads running. So we weren’t really testing heavily on more creatives yet. We just had some some really amazing few ads that were doing extremely well. And is literally just around the corner, we were running out of stock. So you know, because of that we had to dial it down back. So we were able to get back in stock. And then I believe it was in July when we hit about three quarters of a million. And then August was our first million dollar month.
Tanner Larsson 13:45
So from April, basically startup, to August you’re at a million. Okay, right. And then the growth curve was really, really rapid. And the cool thing was I got to witness it. It was awesome getting to see you guys do it. So obviously from there, you guys kept going, you had some stagnant times and then it grew. It obviously went to 10 million in a total of 9 months. But before we get to that advanced part, let’s start with some backstory in how you were able to achieve that crazy growth. What changed? What was working? How did you figure out what was working? What did you do?
Archer Worsham 14:22
Yeah, absolutely, man. Um, like I said earlier, like, I didn’t really have much experience with Shopify. I did some drop shipping in the past. I didn’t have as much. I was saying, as David did in the very beginning. He had some campaigns that did really well for himself as well as how he got to learn Facebook ads really well was from some prior experience of dropshipping. But as far as actually building a Shopify store that converts and really know how to build it correctly. We had no idea. So we got this store Actually, it was only about a percentage and a half of conversion rate. Right. So we thought, “Wow, this is terrible.” You know, I don’t know, Shopify, I don’t know, more or less where the potential could have been for conversion rate, but I knew a percentage and a half was absolutely horrible. Especially looking at all the KPIs on Facebook. So. So you know, we need some help. So I told David right away, like, “We need to figure out how to fix this.” And so, you know, I knew about you for a while, maybe a couple years, online, and I knew you guys were doing this specifically. just that. I told David, I said, Look, man, there’s a lot of people who teach Ecom, there’s people who teach Facebook ads, there’s people who teach, broadly the concept of Ecom, but like, I want to go straight to the people who know exactly how to build a store that converts and builds to the highest amount of revenue, per visitor, because we have something here that we can really improve upon not only just conversion rate, but also the the AOV, and the back end as well. So all around, we need to dial in. Like, the website and the back end, which we don’t know anything about. Um, so like I said, we were at a percentage and a half. And as soon as I talked to David about that, it was literally I think, an hour later, we had joined BGS, we had joined ECOM Insider. And I think it was not even a month later was a live event. But yeah, so it was literally right after we joined Ecom Insider, we started working with the BGS team. And as soon as we were able to push that live, we automatically went from a percentage and a half to over three and a half percent conversion rate. Like, within 24 hours to turning it on. It was boom, it was a, you know, that’s not having any Google Analytics set up. Not having any eyeballs on the site that was just setting up the foundation roots of what you guys say to do for or customizing your theme to get at least some better conversions in the very beginning before really getting to the nuts and bolts to really improve upon it from there. But yeah, I mean, once we got to that three and a half percent I said, “Well, man, there’s literally that easy to get to two more percent. That’s crazy.” And I said, there’s so much more information in here that we need to get into. And, you know, get on it, right. And at that time, David was highly focusing on you know, Facebook ads, I said, you know, I’m not good at reading instructions and doing that thing. So I better learn today. So, you know, I was literally just every day, finding out where all these little things that we can do to improve the conversion rate and our revenue per visitor pretty much on a daily basis, man
Tanner Larsson 18:08
Yeah, so guys another thing that I love about their story is — this is not like I got lucky with the product — they put in the work. When Archer says that he was in the group and working and using everything that he could find from us. We give them the whole system and how we do everything, but he still has to do it. And they were constantly and still are constantly testing, tweaking, following the instructions that we give him, following the optimization paths, the different things that we’re doing, and then doing it. Something else to their credit, which obviously makes us feel good is they never question. Not to pat our ego or anything but when Archer and David we’re going to do it, we’re doing it. They’re like, okay, we decided to follow BGS we’re going to do what they say and they just did it. Like we’re like “Hey, you guys try this.” Boom, they would try it and it worked or it wouldn’t work. But they wouldn’t question. They would just try it because we’re coming from data… with what we’re giving them and we’re able to use it and it obviously worked. That was one of the big things that we were always able to say about David & Archer. They just did the work. They got shit done. GST, you can see it back there. That’s kind of the mantra of the Econ Insider and the BGS customer group. We just get shit done and that’s what David & Archer was so good at. They installed the theme and got a massive conversion boost, but it didn’t stop there. Archer was always trying to figure out what’s the next thing that we’re teaching that he can implement on the store. What’s the next GSD report that we’re giving him that he can implement? Now actually on that though, I gotta call him out a little bit cuz this is one of my favorite parts that actually have his story that really made them a lot of money but they ignored for a while. So actually have one here. So Archer is very familiar with these. These are the GSD report. It stands for Get Shit Done Report. Now every month, we deliver to our customers one of these reports, and in it is a very specific marketing campaign, email campaign, back end campaign, SMS campaign… Something that we’re using in our amplify partnership program that’s working really well. And we templatized it and then deliver it to our members, with the intention of them implementing it every single month. So every month, at a minimum, their email, their SMS, their back end, their business is growing and making them more profitable. Okay. Archer knew about this stuff from day one, but he was so focused on the front end and focused on getting the store to convert, how many months was it before you guys turned on your email stuff?
Archer Worsham 20:39
It was around a couple months? Yeah, probably a month and a half. And we were working on it, right? And then really dialed in. Oh, it probably was two months. By the time we really put together the email flows that you guys told us to do.
Tanner Larsson 20:57
So with that… again, these things were instant money for them. They were already making a lot of money. And it was one of the things that we just kind of… like I remember him posting like, “Oh, yeah, I haven’t gotten to that yet. I haven’t gotten to that yet. Because I’m doing this, I’m doing this.” And then when they did install their email flows, some of the basic ones they took, like the first three or four flows, that again, they posted in the group, and is like “18% of our daily revenue is coming from our emails now.” And like “18% of that store, like a million dollar store, 18% of their revenue is coming from emails, and they still have barely scratched the surface of their email flow.” I think you guys got up what above? Like, 20 30% of your email or your revenue?
Archer Worsham 21:40
Yeah, we got to 24% – 25%
Tanner Larsson 21:43
of your daily revenue coming from email. Right?
Which means that they’re getting repeat customers, their lifetime customer value is growing. And obviously, that helped with their growth. Why don’t you talk a little bit about that? How is that email side of things actually tie-in with all the front-end stuff David was doing with the ads? And how were you guys able to really ramp up the business?
Archer Worsham 22:06
Yeah, sure. I just want to touch back to what you were saying before, too. Before he brought this up, you mentioned how we just didn’t ask anything, we just went right into it. I think that’s a huge thing that a lot of people need to get a better grip on. You know, it is really about dropping their ego. And it’s like, finding people who are masters at their craft, who are… this is all they do. They eat, shit, sleep, this specific thing and just drop everything you think you know about it and just do what they say. And it works. And that’s just what I did. Right? So I just had to drop my ego and say, “We’re just gonna do exactly what they say to do.” No questions asked. I don’t think we ever even submitted a question. And to submit a question to Christina or any customer support.
Tanner Larsson 23:02
I mean, you asked for help, and you ask for insight and stuff like that. But it was never, like, “Why should I do this? or any of that stuff?? It was more like, “Okay, we’re doing this, how can we do it better?” Or, “Hey, not clear on how to implement this? What are some of the ways we’re doing this?” And so it was always constructive questions. And I mean, you guys definitely got the results.
Archer Worsham 23:21
Yeah, for sure. And it’s pretty funny man. There’s a lot of people who have these 9-figure stores. And if they just implemented what you guys have, and drop their ego, like the amount that they can increase revenue upon is mind blowing to them. But yeah, I mean, that’s what it takes. I mean, whether you’re a beginner or not. I just tend to focus on finding the right people. Am I going to go to you guys asking you how to make a better video? No. Better content video? No. I probably go to Harmon Brothers or someone like that, right. And that’s what I’d like to do. I have to go specifically to people who are masters at their craft and just following you guys. That’s the results that we’re able to get, which led up to the email and with the email, it is ridiculous man. Being able to put together all the automatic flows that you guys say specifically to do, and then grasping that and go into manual campaigns and doing the exact thing. You guys even release copy that you literally just have to replace a few words, subject lines, anything and everything in between. We just implemented that. And we shot up to 18% even over 20% of our emails. So it is insanely important to do emails and to do it correctly.
Tanner Larsson 24:56
What does that do for your cash flow? When you started running all your automated campaigns?
Archer Worsham 25:02
And there’s so much, you know. Obviously a six times RO-ads seven times RO-ads. We were hitting the very beginning of really slamming Facebook. It can only go so far right? Eventually it’s going to drop. And with it dropping, it did wonders for us whenever we had emails set up correctly. Just wonders, man, and anyone who doesn’t have these emails set up correctly, they better get on it now.
Tanner Larsson 25:30
And what he’s talking about guys is not doing anything magic. He’s talking about your basic cart abandonment flows, your post purchase, follow up, your pre-delivery campaigns. And as basic as some of these sounds, I can imagine that you know, there’s tons and tons of you listening going, Oh, I don’t have that one. I don’t, what is that? I don’t even know. Like, there are so many camps. Email is like the most neglected aspect of Ecom. But it’s huge. And so I want to touch on something else. Like aside from email, where it backs it up is Archer talked about 6x RO-ads, that sounds super sexy, but it’s not sustainable, especially not on your path to 10 million and beyond. Okay, because as you scale, the only way to scale is to cast a wider and wider net, in terms of your traffic, you keep getting broader and broader and broader. Because there’s only so many honey pots of traffic, you have to keep getting larger avenues of traffic. So naturally RO-ads drop. That’s Return On adspend. So 6x is great. But that’s not where it stays. I mean, it’s not uncommon to see your RO-ads drop to 1.5 or 1.2 like you’re still barely profitable on the front end sometimes. But that’s where the lifetime customer value in the emails come in. Right?
Archer Worsham 26:43
Oh, absolutely. And just the energy can go right back into Facebook, right? Now you have more money to spend on ads and experimenting different types of creative. That was a huge thing for us. It was being able to, like I mentioned in the very beginning, high RO-ads are very little ads that we were pushing. So I said, “Look, right now what we have with these products, we need to be really pushing out more content and just have a really, really strong front end.” Obviously, in order to do that we need to have a strong back end. And having that back end, this cash flow coming in, allowed us to keep scaling the company in a very healthy way.
Tanner Larsson 27:33
So with that, though, let’s um, you get to about a million a month, right? That was in July, I believe. They also got the seven figure award from BGS. Their second month in as as a member of our program. So they hit their million really fast. But from there, scaling up to about a million a month takes a lot of work. But to really go from a million, you know, to stay at a million a month or even hitting 2 million a month or whatever, takes a lot of work. Okay. And it’s not about just running ads, right? You guys had to get really good at the creative. Right? And that was, I think one of the areas you guys really shined. Right? It was your video creative.
Archer Worsham 28:16
Yeah, absolutely, man. I mean, that’s where we really put the the hammer to the nail, it was really tough. So we basically said, “Look, you know, we’re hitting Instagram and Facebook really hard.” Instagram was huge for us as well. So I had to plug that in there, you know. Our demographic was more so in the 30 year-olds, but we also had a lot of 20 year-olds. So it was important for us to to really slam creative in a way that whenever women would see our product, they would see a new ad every single time there’s new refresh. Exciting. Every time they see it, there’s a different angle, different messaging, it connected with them differently, depending on their background, and everything. So there was a lot of different things that we really wanted to experiment on and see what performed best for our front end. And basically, what we found that performed best for us was to keep slamming new and new and new content. And by doing so, at any given moment, we had 400 to 450 running ads and our Facebook Ads Manager, we were creating over 100 new Facebook video ads every single month that we were testing.
With doing that… It sounds like a lot and I wouldn’t want to say to anyone else that you absolutely need to do that on your store. Because in most cases you don’t. This product was for the masses.
Tanner Larsson 30:06
Okay, so yeah, that makes a lot of sense. And a lot of companies don’t necessarily have to do that. But with your video creatives, you guys did something that was actually pretty cool. You know, everybody makes a lot of different varieties of video creative, but you guys layered more niche specific stuff into your creatives now this is a hair accessories brand, guys, so girls wearing something in their hair, right? Like, so there’s only so many ways that you can show it that you necessarily would think. But what Archer and David did was they got really creative and had a great little video setup, where they were able to show it in a lot different ways. So why don’t you kind of go into the ways you did that? And how that allows you to tap into new markets?
Archer Worsham 30:53
Sure, yeah. I mean, I think it first starts with the foundation of a team, who’s all on the same page and on the same line as to what we want to make and create, right? So it really took having someone in house on our team. And this woman, Shannon, she was already working with us. And with with the brand before we even jumped on. And once we became partners, we said “Hey, like, Look, you are fantastic at directing and making videos, like we need to, you know, shift your roll up here some and you just concentrate on that, because you’re just fantastic at it. And by doing so we realize like she has a lot of model friends in California. Pretty much all over The States. There’s beautiful girls who would love to make more videos, right? And they all are into different things some are into basketball. Some are into ice skating. Some are cheerleaders. A whole bunch of different things, right? So we were able to say, “Hey, like, how can we really showcase this product in the best way possible?” Not only that’s going to grab attention to someone who is particularly into that sport, let’s say basketball. And any girl who’s into basketball is going to grab their attention right away – seeing the background of a basketball hoop, right? If they’re at a golf course, if they’re cheerleading, we’re able to really go wide on our media so we can see which ones were performing best. And if they performed average, we just have to let those ads keep running. The ones that we were able to see performed well, we could double down on. And really it just took doing a lot of different things, not just sports in general. But also backgrounds in general. Like, going and, and throwing paint at their faces. Because the hair accessory products have different colors, right? So having graffiti backgrounds and having very loud backgrounds. And there’s so many different things that we tried and tested it and it just worked. So we just we found that this works so well. We kept going wide and more wide in that nature.
Tanner Larsson 33:14
And what he’s describing right there is how you keep your RO-ads up while still casting that wider net. Because like, again, they’re scaling. They’re at a million a month, they’ve already exhausted that high RO-ads honeypot market. So now they’re casting a wider net. Very broad target, like very, very limited on the interest type targeting. So it’s huge audiences, right? And how do they do that? Well, they run an ad to a broad audience that has a girl playing basketball with the product in. They have a girl ice skating, they have a girl at a piano recital. They have a girl doing all these different things. And then you have the artistic ones where it’s like, catch the eye, those kind of things. Because what happens when you cast it to a wide audience? Now it’s like, Okay, I’m a girl, I play basketball. Oh, what is that, that’s cool. And then the way that they demonstrate the product itself is awesome as well. So you put those together, and now you can cast that really wide net and do very, very, very well on the front end. But now, I want to backup here for a second because a lot of people are like, “Oh, well yeah, that’s easy to do when you have a super high AOV.” You guys don’t have a high Average Order Value, right? It wasn’t crazy.
Archer Worsham 34:28
No, it was not even more than $30.
Tanner Larsson 34:31
Yeah, so this is a low ticket product. And when they say about $30 that was bumping it up and optimizing their AOV because it wasn’t that when they started. This is one product with a few variations, color variation, style variations, but we’re not talking about a wide depth broad product line. So they’re able to take a brand of 10 million with one product and a few variations and they did bundling and they did multiple purchase options and things like like that. So guys, you don’t have to have a super high ticket product. It’s actually for a broad scalable campaign, I bet you would say probably better to not have a super expensive product, right?
Archer Worsham 35:13
Yeah, absolutely, man.
Tanner Larsson 35:15
As we’re talking about this, like, obviously, you guys had meteoric success in this nine month window which is just awesome. So now, instead of getting into the linear progression, let’s look at one or two of the biggest takeaways you learned from scaling a company so quickly and so effectively? What would you want to say to another Ecompreneur who is wanting to do something similar? Or is just getting started? Or is established? What would you want to tell them? Let’s start with the big takeaway. And then we’ll say, What would you tell the advanced person? What would you tell the beginner person? That way, you can actually tailor it. Okay, so let’s start with what’s the biggest takeaway that you’ve learned from building and scaling this brand?
Archer Worsham 36:01
I would definitely have to say that having your site together correctly, and having the back end done correctly, is by far the most important thing. It’s way more important than Facebook ads and what everyone else tends to focus on, right? Because that’s the sexy thing. Yep. But really having a diode and site and back end, when it comes to the customer journey, and their experience with your company. So I would say their journey and experience is a lot more important. And with with experience also comes customer support, right? Oh, yeah. I mean, having those things more dialed in is way more important than what you’re doing on Facebook ads, which is what most people tend to focus on.
Tanner Larsson 36:47
Absolutely. So to build on that real quick, before we let him go further, he’s basically saying that traffic’s not your problem, which is what we say all the time. And it’s not because he’s just repeating what we say. It’s because it’s what he’s actually found out. Because if you dial in your store – if you have your back end in place, if you’re optimized through the entire buyers journey, traffic becomes easy, and becomes much easier. You don’t have to be a magician to get traffic to work, because everything else on the store is working. Right. So that’s literally what what he’s saying. That’s what they figured out. And there’s a lot of talent and effort that went into this. But if you really break it down, like you said, that’s the thing that really makes the difference between going from 0 to 10 million in nine months – having those pieces in place, because it makes everything else work better.
Archer Worsham 37:35
Right? Yeah, a hundred percent, man. Cool.
Tanner Larsson 37:38
So now let’s break it up and ask those questions that I was jumbling at you a second ago. So obviously, that’s a big takeaway. But now someone who already got a store. They’re doing well. What would you tell that person? “Hey, what’s going to help me get to that million a month mark?” Which is what the next level looks like from a lot of those store owners?
Archer Worsham 37:59
Would you say one thing in particular?
Tanner Larsson 38:01
You can give me a couple things, whatever you think is like the couple things you want to tell them.
Archer Worsham 38:05
So they already have a store up and running?
Tanner Larsson 38:09
They’re doing a couple hundred grand a month, but they’re, you know, you hit that plateau? And they just want to figure out how to break through it and reach that million dollar a month level.
Archer Worsham 38:17
Right? Yeah, for sure. I would find out where by looking at all the data. Where are they losing customers, right. And the only way to really know that is by looking at Google Analytics. And when you have a bird’s eye view of your whole website, you can actually see like, wow, like, here’s some easy low hanging fruit that I can build upon to raise my revenue here, build my AOV here. Your KPIs can just dramatically increase, you know, and just build your company so much faster when you have a bird’s eye view on your business. Where are customers leaking out from your website? Where are they paying more attention to? So whenever you double down more on what’s working, you can double down on your revenue, right? So turn that 200,000 a month to 400,000. And the only way to do that is to actually know about the data – not just guessing. And by testing without any knowledge as to what’s going on makes zero sense. Yeah. So that added upon email for sure. As we touched on before, I would say Google Analytics and and improving upon the the data that was being shown to you. and improving upon the data being sent to you on Klaviyo or whatever you use. We used Klaviyo for email. But yeah, just doubling down data would be my answer to that.
Tanner Larsson 39:49
Good. That’s very good. And guys, Archer knows it because he sees it from from a lot of our stuff and from the people that he talks to as well. Data and actually properly setting up Google Analytics and Google Tag Manager is one of the most – not just avoided, but just misunderstood and unused aspects of an e commerce store. Most people think that having a Google Analytics account pasting that code in their store and turning on ecommerce capability in Google Analytics is all that it takes. And that couldn’t be further from the truth, that’s almost worse than guessing. Because you’re getting that data thinking it’s correct. And it’s actually just feeding you whatever it wants to feed you. And you’re trying to make decisions off data. That’s even false. So when Archer says use data, you need to make sure that your Google Analytics is set up correctly and dialed in, you need to have your entire store tagged with Google Tag Manager, you need to be using the you know, smart links in the Google Google links that add URL parameters that go on the end of your tracking link so that you can actually input the data into Google Analytics, and then track the whole process. This is how you get what Archer is talking about. And honestly, guys, it’s almost impossible for the average store owner to do that themselves. You need to find a professional who specializes in that kind of stuff to install it for you. We have a team that can do it for you. But there are other people out there that can do it, you don’t have to use us by any means of the stretch. You can use anybody you want. But it’s well worth the investment to find someone who really knows Google Analytics, like Archer was talking about earlier, that’s the thing they’re the best at, that’s what they’re really good at, let them take over, let them install that and set it up for you. And then you can just reap the rewards of the data coming in. And the sooner you do that, the better because Google Analytics is only forward reporting, meaning that the day you get it set up correctly, you’ll collect data from that day, it doesn’t go back in time and collect data. So all the time you’re wasting that you haven’t had it, you’ve lost. So just like the old saying where it’s like the best time to plant a tree was yesterday. But the next best time is today. Right? Same thing with Google Analytics. Okay, Archer I took that away from you. I stole it. I had to, I just couldn’t help it.
Archer Worsham 42:05
It’s funny, you know, I wanted to mention that you gotta have the right Google Analytics set up. I’ve seen so many people who had 6-figure a month stores and their Google Analytics set up was maybe one of vomit, right? So I’m like, “Wow, man, if you only had data on every single click that’s going on in your store, and you know how to analyze it on top of that, and knew how to improve it man, like, you can double your store right now, here you are freaking out about your Facebook ads, KPIs and stuff where literally, you know, within the next 30 days, your store could be doubled in sales. And yeah, it takes having the right Google Tag Manager and Google Analytics setup to really perform that.
Tanner Larsson 42:51
Totally. Alright, so we took care of the advanced guy who’s got a kicking ass store, let’s turn to the opposite end of that spectrum, that guy who’s just getting started. Just building their store. You know what it was like, right? You decide you want to get into ecommerce. So you’re excited, you’re going to make money online, and it’s all awesome, then you start and you realize it’s 10 million times more involved and bigger. You have a whole bunch more stuff to do than you ever thought you would ever have to do because you didn’t know what you didn’t know before. So they’re in the state of overwhelm, they’re getting started, what would you tell someone who is just getting started to kind of help them shortcut their learning curve or, you know, achieve success quicker?
Archer Worsham 43:37
Sure, man. I mean, it really comes down to focus. Just really focusing in on a product, right? One or two, or three products. When I say one product, obviously, you want to have upsells, down sells, whatever. But you know, I’ve see so many beginners who go so wide, so fast, they have 100 different products in their store, that doesn’t do them any good at all. So whenever you’re really focusing in on one product, you’re able to really find the the things that you’re not doing right a lot faster. So whenever you’re focusing in on one product, or a few different products, as far as the funnel you’re using or the upsells and down sells you’re using for the main hero product, you’re able to find out real quick, what’s working, what’s not working and able to test many different things to make that one product a winner, and then build from there and have more successful products. But whenever you’re going so wide, you’re going to get overwhelmed, you’re not going to know what to do. And there’s that’s one thing I do want to touch on because you just said overwhelmed. People can easily put themselves in a spot of being overwhelmed, because they’re just doing what they think is right. So am I doing just what you think is right? I’m sorry, but you’re not going to get anywhere. You know, I’d rather just go straight to guys who know what they’re doing, who have seen, you know, store after store after store, be successful, and know what it takes, right? Or, you know, even if you happe to read online – hopefully from someone who knows what they’re doing, but there’s a lot of misinformation out there. And whenever you are doing exercises that are beneficial for you, doing the right things that are beneficial for your store. For one. And really focusing on the key metrics, that’s really going to move the bar for your store, and really keying in on that one focus. You know, a hero product with a couple upsells or one upsell, or whatever it may be. You’re able to make a success out of something a lot faster than you are by just putting yourself in an overwhelmed zone. And getting to the point where you just sporadically just give up right and it doesn’t do you any good. Really just, I feel people need to take a deep breath, and just realize that they’re not going to get better, faster. By learning themselves and learning by themselves and experimenting stuff by themselves, they need to go and and learn from people who have been digging the trenches at this for you know, several plus years. And that’s the best advice I can give someone, it’s just really be willing to trust the process of learning from someone who’s there to guide you in the right direction and doing what they say, and just focusing really tight knit on one or two particular products, and then branching off from there.
Tanner Larsson 46:50
Awesome. That’s actually super good advice. Now, you basically led into what my next question was going to be. Which is, in your life – yours and David’s life, basically. How did you guys perceive business and success? How important is having mentors in your life? Because, you know, a lot of people kind of have a weird connotation about having mentors, they almost feel like it’s not worth it or whatever. But I want to hear from someone who’s actually done it – who has been successful and is successful. How do you feel about mentors?
Archer Worsham 47:23
Man, I’ve found that anytime that I don’t have a mentor or a coach, I am more taking action based on emotion, rather than fact and data, what works and what doesn’t work. And I get. I get to thinking in my head too much, right? And thinking in your own head doesn’t do you any good.because your mind is a crazy freakin function, man. It’ll start telling you a whole bunch of lies and things that’s not even true. And the gears are just running non stop if you’re dealing with your self, right. But when you have mentors, you’re able to go and ask the questions, hopefully the right questions. And if you don’t have the right questions, that mentor will tell you the questions you should be asking. Right. So I can never go without a mentor, ever. I mean, I can never. I wasted so many years. This is like before Amazon. And while I was even in Amazon, I started growing an ego. Things were going well, I didn’t want to listen to other people and it didn’t get me anywhere. So my best advice is if you want to get results faster, get a mentor, especially one that knows what they’re doing. Because especially in this world of e commerce 99% of them don’t. And it’s true. Yeah.
Tanner Larsson 48:55
That’s great. And I feel the same way. Like I feel if I don’t have a mentor, I’m almost failing at life because I can’t go to that next level. I can’t proceed in whatever it is I’m doing without having someone who’s been there before me to accelerate that curve. There’s no reason for it. If it could do take one year, why let it take 10.
Archer Worsham 49:14
Tanner Larsson 49:16
Yeah. And, you know, there’s so many people who go through life, like wanting to build a store and they never hit momentum. It never really starts growing because they’re constantly piddling around. It’s the same thing with like, “Well, I have to do this, my store needs to be coded, I need to fix some code.” So they go learn code, where it takes them two months to learn how to fix this one thing that they could have paid someone who is a developer 100 bucks and had it fixed in a day or 20 minutes. And you know, get back to that. You know, what’s good for you and what’s your highest and best use? Having a mentor will help keep you on track for that. Right?
Archer Worsham 49:54
Right. Yeah, you only have so much time in a day. People talk about other people’s money. I think what moves the needle in the world of entrepreneurship is other people’s resources. And having a mentor is a resource. That mentor is going to tell you the right resources you need to be focusing on. The right software you need. The right, whatever it may be for your store, for your back end, or for business in general. You’re gonna have a much faster way of finding out which of those resources you need. And also, how to dial in those resources a lot faster too. And if you were to go to do it all yourself, man, it it would take years for you to find out all the same information for sure. So, I mean, it goes without saying, I mean, get the right mentor.
Tanner Larsson 50:54
Absolutely. Dude, this was awesome. We could keep going for hours. I know we could. So why don’t we just do this? Let’s, let’s wrap this one up. Let’s let everybody get to get to listen to this and hearing your guys’s story, and then we’ll have you back and we’ll get into some really nitty gritty, deep-dive tactical episodes on some of the different things you went through as you built that $10 million business. Does that sound good?
Archer Worsham 51:16
It sounds great, man.
Tanner Larsson 51:17
Awesome. All right, guys. Well, for now what you got to do first is subscribe. If you’re on YouTube, click the subscribe button below. If you’re on iTunes or Stitcher or wherever you listen to your podcast, click the subscribe button below. And also, please leave us a review or a comment. Let us know what you think what you like. Say hi to Archer, whatever. And then also, we are a dual focus podcast so to speak, we’re on video and we’re on audio. Sometimes we share things on the screen that you’re gonna want to be able to see. So you want to make sure you’re subscribed to both which I highly recommend. The easiest way to do that is to go to BuildGrowScale.com/podcast. You can get the show notes there and links to all the various properties where this podcast is hosted. All right, with that we’ll see in the next episode. Thanks, guys.
Ecommerce Store Audit
Want us to do an Audit on your e-commerce store and show you how you can make some quick changes that will dramatically increase sales and profits without increasing your traffic?
Ecommerce Store Audit
Want us to do an Audit on your e-commerce store and show you how you can make some quick changes that will dramatically increase sales and profits without increasing your traffic?