They Banned My $35K/Month Page So I Started a Business Transcript, AI Summary & Key Points

00:00 All right. So, I was out on a run with my dog.  It was freaking freezing cold. He wasn't walking. I had to pick him up. And I got a business  idea. So, I literally turned around, came in, I hit record. Look, I'm still wearing my gloves.  I'm still sweating, still glistening because I want to tell you about this business idea. And I'm  going to launch this business over the course of this video in front of you.

00:16 And I can almost  guarantee you it's going to be a six-figure business by the end of today or maybe tomorrow  at the worst. Okay, here's how my week went. I posted this video right here. Most of you saw  it about making 35 grand a month on Facebook. I was elated. It was the most viral video I've ever  posted. And then boom, Facebook bans me. You don't believe me?

00:34 Here's proof. All right, we removed  your page. Look at that. Removed. I try to post. It won't let me. You've been temporarily blocked.  yada yada yada. I'm neutered. I can't do anything here. And then when I go to my emails, you can  see I've been sharing all these emails back and forth with Meta and Instagram and Facebook ads.  I'm like hedging all my bets.

00:50 Here on the right, I'm sending them screenshots. I'm actively  working this. It's been extremely stressful. A lot of phone calls with people overseas that  can barely understand me. They don't give a crap about me. Hundreds of thousands of dollars a year.  Disappeared overnight. And I need this to pay my content team. I have a big content team. This is  not like a 100% profit business.

01:09 There are real costs that go into this. They banned me. Why? They  said intellectual property infringement. False. Not true. Absolutely not. They won't reinstate  me. So immediately six figures of income to me to my family disappears overnight. Overnight.  And it had to have been because of that video because I also posted that video to Facebook.  Hours later, banned, which I don't understand because Facebook wants creators to make money on  their platform because then they make money.

01:33 I don't get it. But that income disappeared. So,  I was in a pretty dark spot and I'm thinking, how can I do this? How can I make lemonade out  of lemons? And I'm on this walk and then I think, oh my gosh, I got it. I got it. I can launch a  business off of Facebook banning me. And I'm going to hit record on my screen because I've always  wanted to do this.

01:51 I've always wanted to literally hit record on my screen. I got to take these  gloves off and launch a business so you guys could watch how my brain works, how I think through it.  This is not planned. There's no audience plans. I haven't done anything. There's no LLC. I don't  have a domain name. None of this. But I'm going to launch business, send an email with a link to  pay, and I will have revenue by the end of this video.

02:13 And then between the time it takes for this  video to get edited and go live, I will post an update at the end of my revenue at that point.  And I just know it's going to be impressive. So, my gloves are off, literally. And I'm going  to launch business. This is going to be very meta, no pun intended. I hate you, meta. This is going  to be a very meta video because it's going to be a video about content, but it is content about  making money with content.

02:33 You're going to love it. I'm going to share my screen and just talk  through everything I'm doing and seeing and thinking. Now, anytime anyone starts a business,  you need to go to your unfair advantage. Everyone has an unfair advantage. Maybe it's a rich  uncle. Maybe it's your job history. you have a unique insight into the lawn care business, right?

02:51 Because you worked on a lawn care crew. It doesn't matter. I don't care if it was a low paying job or  high paying job. We all have an unfair advantage. We all have an interesting insight background  experience that we can leverage. Okay? So, one of my unfair advantages is that I have a  newsletter and I want to use that newsletter to sell to. Now, if you're bummed out cuz you don't  have a newsletter, I've posted four or five videos like tactical beginner level tutorials soup to  nuts about exactly how to start a

03:12 newsletter with no experience and very little money. I'll  link all of those in the show notes so you don't have to go search for them. Okay? So, don't be  discouraged if you don't have a newsletter because 99% of people don't have a newsletter. That's  fine. And you don't have to have a newsletter to start this business either, but this is my  for advantage.

03:27 So, I'm going to leverage it. So, I'm going to go to my newsletter and I host it  on Beehive. I love Beehive. I talk about them a lot. Yada yada. And I'm going to make a segment.  Now, this is a subsegment of my newsletter based on some filters that I set. Maybe I only want  people in South America. Maybe I only want people that are 30 to 80 years old.

03:45 Doesn't matter.  I'll show you exactly how I make my segment. So we go to audience segments create segment.  I'm going to call it all active because I want to export all of my active newsletter subscribers.  So So I'm going to say attribute email exist. All right. So they're on my list. Okay. And then I'm  going to click filter by active subscribers.

04:04 So I'm going to make a segment of every single  subscriber I have that is not unsubscribed from me ever. Boom. Now, another way to do  this is just go to settings, export data, and click export all basic subscribers. It'll take  a couple minutes, and I'm good. Oh, and I got to do this. I got to do the watch test. Ah, dang it.  My watch is still on my run cuz I have another 6 and a half mile loop to do.

04:27 So, phone test. It's  11:38. You can see that 11:38 in the morning on a Saturday. I want you to see how long it takes  to get to revenue. Okay, so I have my newsletter exported. I'm going to paste it into Google Sheets  because I prefer working with Google Sheets than Excel. Boom. There they are. Got it? Now, very  important. I want to randomize them.

04:42 I'm going to use a formula called rand equals r n d open  parenthesis close parenthesis. Hit enter. And then we're going to click the check mark. Now, the most  important thing is we're going to filter them. Boom. And we're going to sort A to Z or Z to A. It  doesn't matter. This perfectly randomizes my list. Otherwise, if I'm going to send an email to a  sample of them, I don't want to only send an email to the top ones because that might be my  oldest subscribers and the sample size will be skewed because maybe

05:13 they're more loyal to me or  vice versa. So, I want to perfectly randomize this list because what I'm about to do is what's called  an AB test or a split test. I'm going to sell a thing for a price point and I don't know what the  perfect price point is yet. So, I'm going to take a sample of my entire email list and launch not  just like test, but launch the business with a Stripe link to pay uh at one price to sample A and  then at another price to sample B.

05:34 And I could do CDE EF. I could do 10 different price points to  10 different list. But the 8020 rule applies. The midwip meme also applies, right? Everyone on this  side is saying, "Oh, I'm going to email my list." And everyone, all the geniuses, all the Jedi on  that side are saying, "Let's AB test A, B, C, D through Z, and we'll subsegment by categories,  and then we'll find the derivative and run a Monte Carlo analysis."

06:02 No, no, no. We want to be the guy  in the middle who's just like, let's just find the 8020 of this. Let's just find the, you know, the  best bang for your buck, the best value for our time. So, I'm just going to do two price ports.  So, I've randomized the list. Now that I've done that, I can just delete the column. All I have  are raw emails here. Now, I only want to sample less than 10% of my list because I don't want to  waste a lower than necessary price point on too big of my list.

06:27 And so, I need a big enough sample  size to know if my data is good, but not so big to where I leave money on the table. And I'll crunch  all the exact numbers as soon as I get a chance to think for a moment. Okay, so I just deleted about  92% of my list. Okay, so now we have two sheets, two lists, two price points. Okay. So, I'm going  to download CSV.

06:42 Sheet one is test A. And then I'm going to go over to sheet two. File, download  CSV, sheet two. Okay, now I have my test list. Now I got to go to Stripe, which is like the world's  biggest payment processor. And I have to create a Stripe link so people can actually pay me. So,  we're going to go here. We're going to go payment links. I'm going to click [clears throat] create  payment link.

07:10 But now I just realized I have to have a name. I have to have a name for this.  I didn't get that far when I was on my walk. I thought I thought about the email strategy  and then at the end of my walk I was like, "Oh my gosh, I should record this. I should launch  this while I record this and vice versa." So, I sprinted home, but I haven't even got to the name  yet.

07:27 You don't need a name to launch a business, believe it or not. But I just thought of the  best name. All right, now story time. So, I was 23. I'd been married for two years. My wife  and I got married when we were 21 or 22, and she was pregnant. And I was in class at the University  of Alabama trying to learn and I was distracted. I had these MacBooks in front of me and I just  could not pay attention about mitochondria.

07:44 I didn't care. I was researching business ideas and  someone said to me like, "Chris, you might have ADHD." And you guys are watching this. You're  like, "Uh, duh." And so, I wanted help. Like, I wanted to get good grades. I wanted to provide  for my family. So, I went and saw a psychiatrist. I got tested. I went through all these tests. And  at the end of it, she gave me like this eight-page report and it said a lot of things.

08:06 The gist of  it was you don't have ADHD. What you do have are delusions of grandeur and this frustrates people  in your life because you think that you're going to have a better life than your loved ones think  for you. And I was like, could you say anything more offensive than that? I was I was like hurt.  I was mad. I was angry. But really what it did was put a chip on my shoulder.

08:25 I'm like, how do you  know if I have delusions of grandeur if I haven't even lived my life yet? I'm 23. Who knows what  I'm going to do? I have plans of grandeur. Okay. I have plans of grandeur. Who says like tell  me that when I'm 80 and my life's almost over, right? And so I've just always thought of that  plans of grandeur. Plans of grandeur is not a great word from a branding perspective because  it's hard to spell.

08:43 It's got like a French vibe, but I don't care. I'm not trying to fully  optimize this as a brand. Like I just want to launch because if I go hire a branding agency or  really like do a survey of my friends like what do you think it is? What? That's friction. That's  time. That's lack of momentum. Time kills all deals. Lack of momentum kills all deals.

09:00 Friction  kills all deals. All businesses, all startups, right? So, I just want to launch. I want revenue.  That's what I preach, right? You guys have heard me say that. Get your first customer as soon  as possible. I want to get my first customer within an hour because I showed my it was 11:38.  Now, it's 11:48. Okay. So, you can see in the time stamp of this video, we're not editing a lot  out here.

09:17 There it is. Little little closer. So, plans of grandeur. And then I just thought  right here as I'm making this stripe link, like, is that domain name available? Now, I own like 200  domain names. I have a problem. It's an addiction, I admit. But if they're $11, whatever. What's one  more domain name? So, I'm going to go to NameCheep and see if that domain name is available.

09:36 So, by  the way, NameCheep is not working in my browser. So, I have to open Chrome. So, I got to share my  entire screen. So, I go to Namecheep. By the way, I kind of hate GoDaddy. So, don't use  GoDaddy. This is not an ad for NameCheep, but it's who I use. I've used Dinad. They're  great as well, but NameCheep is my favorite. Okay, so I'm logged in.

09:55 Search for your next domain.  Plans of Granger. plansofgranger.com. I don't know why it's in Canadian. US dollars. Boom. 11.28  a year. We're going to add it to cart. We're going to buy it. That's the name of this. Because if you  want to make content on the internet, you probably don't want to be famous, right? I don't want to be  famous. I didn't want to be famous.

10:12 I never have. But you just have a dream for yourself. You have  a desire. You have a motivation. You have plans of grandeur of being better than you are today.  And everyone should. Everyone should have plans of grandeur. And they may start as delusions, at  least to the people around you. But who cares? So, I'm going to buy this domain name. There  it is.

10:29 Pay now. Boom. Boom. Boom. Okay, the domain name is mine. Now I know what to  title the Stripe link. Cool. Click manage. yada yada yada. And I'm not going to do anything  with the website yet. I just wanted to own the domain name before I publish this video because  then one of y'all would steal it. All right, I'm back on the Stripe payment link page.

10:46 I guess  before I create a payment link, I'm getting ahead of myself. I need to create a product to sell  and then I need to attach that product to the payment link. So, plans of grandeur. So, I want  this email to be a pre-sale for the full launch and I want the pre-sale to be at a steep 50 plus%  discount because that works. It's proven to work, right?

11:11 People want to feel like they're getting  a deal and they want to get it and they will get a deal cuz I actually will increase the price on  launch day. So, I want to make sure that people have a no-brainer offer on their hands that they  feel special, etc. So, now I'm just like trying to decide what do I want to actually price this  at. I think I want this to be pretty dang cheap.

11:27 Like way cheaper than I think it should be. So,  we're going to test $47 one time and $97 one time. That's going to be our AB test. And if I send both  of those identical emails, it's the same email, same subject, same wording, same everything. The  only thing that's different is the payment link with the price, right? If I send that same  email to the same amount of people, which do I sell more of?

11:48 Now, surely I will sell more  of the cheaper one, obviously. But what will my conversion rate be? Because if my conversion rate  on the expensive one is 1% and on the cheap one, which is half as expensive, is 1.5%, then I might  as well sell a more expensive one because my break even is 2%. Right? Selling a $50 product at a 2%  conversion rate to a limited email list is the same amount of money net to me as selling a $100  product at a 1% conversion rate.

12:15 So any percentage points over 1% if the $50 product is 2%. This is  all hypothetical is a win to me is a net win to me. So I'm going to test both. So we'll do oneoff  $47. Taxes included in the price. Electronically supplied services. Okay. We'll write a quick  description which I'll go over later. I'm going to copy the description. $47. Add product.

12:43 Now I need  to duplicate that product because I need to make it again for $97. 97 one off 97 taxes included.  Cool. Same name, exact same everything. Now I go to payment links. Create payment link. I'm going  to do $47. They want to buy one for a friend. I'm cool with that. I don't want their names. I  don't want any friction, right? I already have their names.

13:14 I already have their emails. The  more friction you add to the checkout process, the more your conversion rate will drop. I  don't care what it is you're selling. Do not add friction. Sometimes it's worth it to add friction.  You want their phone number. You want their email. You think the additional friction will be worth  having additional data from them.

13:26 Sometimes it is. In this case, I don't think it is. All right.  Create link. Now, I'm just going to do it again. Boom. Boom. Let them adjust quantity. $97. I'm  going to add lifetime into the word so they can [snorts] see they can just be sure it is not  recurring. Obviously, I'm coming up with this on the fly, but I'm going to do the same thing here.

13:49 Okay, lifetime. I just want to make sure it's not recurring. Who wants another subscription, right?  47. I'm just double checking to make sure they're not recurring cuz I'm going to be in trouble if  they are. Okay, so I have my perfectly randomized two email list. I have my payment links. It is  officially 11:58. I don't know why I just keep checking every 10 minutes without even realizing  it.

14:11 So, it's been 20 minutes. Well, I guess I started five minutes. It been 25 minutes. And  now I need to write the email and hit send. Now, that is the test email. Then, I need to send the  full launch email, which I'll probably do after my run because I still have six and a half miles  to run. Look, my watch is trying to tell me to get back out there.

14:28 I need an hour or two or three  to see the results of my test, but I'm gonna have revenue within five minutes of sending that email.  So, we're going to launch a business in under an hour today. I promise you. A profitable business,  by the way. And we're going to donate to charity, too. How about that? We're going to do some good.  So, we're going to go back to Beehive, the best newsletter platform in the world.

14:51 Okay, we're back  there. Now, we need to re-upload our list. So, I'm going to go to subscribers, and I want to tag  the A and the B list, right? So, I'm going to go to tags. I'm going to click new tag, and I'm going  to go POG 47. I'll make this yellow. Pog plans of Granger, $47. And then I'm going to go new tag,  Pog 97. And I'm going to make that yellow as well.

15:20 Color doesn't matter. Okay, we have two tags. Now,  we're going to go back to settings and we're going to go subscribers, import. Now, I'm not really  importing these cuz they were already in my list. And you don't have to do everything I showed you  to segment a list into AB test. You don't have to do that. Behive will do all that automatically.  I'm just kind of old school and I like doing it this way because I like being in full control of  the emails that I send.

15:38 AB testing with emails is typically done with subject lines, right? I'm  not doing that. My subject lines will be the same. I want to AB test the entire email which I think  you can do in Beehive as well but I haven't learned it yet so I'm not trying to learn it right  friction momentum time kills all deals etc. So, new subscribers, import, upload CSV.

15:57 I'm going to  click this. Now, I'm only uploading the emails, not the first names, last names, all that.  Beehive already has that. So, when I upload an email address that's already in Beehive, it's  just going to recognize that it's already there, and nothing's going to change. It's just going  to add that tag to it, which is all I want. So, we'll do this one.

16:15 Doesn't matter. And then  we're going to We don't want to send a welcome email because we've already sent them that.  They're already on my list. We don't want to add them to an automation, but we do want to add  a subscriber tag. So, we will do POG 97 for this first one. Okay. Import. Now, we're going to do  new subscribers. Import. Upload CSV. We're going to go to the second one.

16:34 Next, no welcome email.  Add tags. And we're going to do POG 47. Okay. Import. Now, I want to put both of these groups  of people in their own segment. And I'm going to name the segment the same thing I named the tag  log 47. I'm going to make it dynamic, which means it will auto update as I add new emails that have  that tag. And I'm going to go condition attribute attribute.

16:59 Go down here and we'll do subscriber  tags includes POG 47. POG 47. I did do 47 first, right? And then only active subscribers  as well cuz you can't email people that have already unsubscribed. So POG 47 is that.  Then we're going to go create segment. Again, I could have duplicated it. Pog 97 dynamic define  conditions. Boom. Attribute tag includes POG 97.

17:32 Boom. Filter [snorts] by active. Save segment.  Now, these are going to show as zero so far because they haven't fully imported yet. And then  we'll have to click these three dots and refresh, recalculate the segment so they'll pop in. But we  don't want to wait, right? We don't want to wait. So, we're going to go to post and we're going to  write an email.

17:45 So, I'm just going to duplicate one of my old emails and we're going to go up  here, edit post. So, this will be an email sending masterclass hopefully. I don't put anything  at the tops of my emails. To me, that's more friction. That's more space between the top of  their email and what I want to tell them. So, we hide that. We hide that. We hide the author either  even because they know it's me.

18:07 will include the dynamic tag for their first name. Which means  if I have their first name in Beehive, then it will include their first name. But I don't want  to put a comma because I don't have everyone's first name. So if I put a comma, then their email  will just start with a comma and it looks weird. So as I'm doing it right here, if I don't have  their first name, then their email will just start a little bit lower and no one can even tell  the difference.

18:31 So I'm going to delete all this old stuff and I'm going to say I'm just coming up  with this on the fly. We're not using Jad GBT. All right. So I just wrote this up. No help from AI  or Chad P. I want this to be real from the heart, but I'll walk you through my thinking and why I  did this. So, I had a pretty crappy week, but I want to turn lemons into lemonade.

18:48 That's kind of  a hook. It's a hook and it's a retention grabber, right? Hopefully, they'll want to know why it's  crappy and how I'm going to turn lemons into lemonade. I posted a YouTube video that exploded.  It's quickly becoming my most viral video ever. It was about exactly how I make 35K a month  on Facebook. I'm going to put very tactical. You guys loved it.

19:07 That's why I also wrote my  newsletter about it this week. Hours later, guess what happened? Meta banned my Facebook  page. The reason? Copyright infringement, which is false. There was no copyright infringement. I  think it was because of that video. I posted it to Facebook as well. Maybe it was dumb to do that,  but I thought Meta wanted more creators.

19:20 Dot dot dot. That's a day in the life of entrepreneurship,  right? You are way up here and then hours later, you're way down here. I'm going to put there.  You're way down there. So, not only do six figures of income disappear overnight, but I can't run  ads nearly as effectively anymore because I needed those 1.5 million Facebook followers as data  points so my ads could be profitable.

19:40 So, it was a devastating week to say the least. But then on my  run this morning, I had an idea. I ran home early to type this out. What if I could turn lemons into  lemonade, play the David to Meta's Goliath, and maybe donate to charity as well? So, here we go.  I'd like to replace that missing income. I need to replace that missing income. I have a content team  to pay.

20:00 So, here we go. I have a treasure trove of videos, spreadsheets, and docs in my Google Drive  account that has never been published. I add to it weekly. I used to do one-on-one consulting  for creators trying to grow big brands. My fee, $10,000 a month for one-hour long calls per week.  This is true, by the way. 100% of this email and video is true.

20:20 All those training videos, guides,  docs, and tracking spreadsheets are safely tucked in my drive. And it's really, really good stuff.  And so, I'm going to sell it all for 99 plus% less than what it's worth. Make that bold. February  6th is when it all goes live. But right now is when the pre-sale goes live at a 67% discount. The  full price on launch day will be $291 time.

20:33 Now, this is going to be the $97 test. But today, the  pre-sale price to my newsletter is only $97 with this link. This is a one-time lifetime price, not  monthly. Every time I record more tactical content about growing a brand, going viral, or making  content, I will add it to what you already bought. I'm addicted to learning, so this content will  stay fresh since alos are always changing.

20:57 I will also do 12 AMAs with everyone that purchased as  well. So, if you ever maybe potentially might want to try to go viral, build a following or a brand  for yourself or a business, faceless or otherwise, spending a little bit of money one time, will be  an insane insurance policy that lasts forever. All AMAs will be recorded in the program as  well in case you miss it.

21:21 Also, I'm going to add a couple intentional typos in here. Not that  I need to. There's probably some that I've missed just so people see it's not AI cuz it's not  AI. Oh, and 10% of all revenue, not profits, revenue will be publicly donated to the National  Kidney Foundation cuz it's very near and dear to my heart. This is the video going viral that got  me banned from Facebook, by the way.

21:38 Still trying to get my account back, but it's not looking good.  Thank you. And then I put screenshots proving that my account was actually banned. Okay, so now I  need to add in the Stripe link. So, we're going to go here. Now, don't screw it up, Chris. Go here.  Edit. So, I added in this to the description of the product. Why is it called plans of Granger?

21:58 Because one time I had a psychiatrist tell me that I had delusions of Granger, but I knew they were  plans. That's what content can do for your life. Turn your delusions into plans. Sell your story,  right? That is my real story. That is a true story, and I want people to know it. Okay. Update  product. And we go to payment links. I want to look at it.

22:17 Okay. So, now this Stripe account is  for a different business. And so I want to change the business details so it doesn't say playmakers.  All right. So that's changed. I've got the $97 link right there. Boom. Awesome. Now we'll go back  here. Put the link right there. That right there. And I want to bold that sentence. All right.  There it is. Now it's automatically saved.

22:37 Let's go back here to make sure that my subscribers are  imported. Boom. There they are. Let's go back to our segments. We're going to recalculate them so  they refresh and show about 10,000. Recalculate. Recalculate. Okay. 9961 because some of these  emails aren't valid anymore. Pog97. Okay. So, they're updated. We go back to post. New post.  Edit post.

23:03 First name. Now, I don't like that the link is all the way down here. I like to put it  up there because a lot of people won't read that far. But I don't know who else to do it because  they got to know what they're buying. And then I didn't want to put the video of the Facebook video  ahead of this one because then it would compete with their click, right?

23:23 So also didn't want to  put these up there cuz that's more space. That's more friction. I want to put it at the end so they  can see it at the end to like validate what I'm saying. But anyway, so this is the $97 email. 97.  I just want to double triple check the link works. It's a $97 link. Okay. Cool. Cool. Cool. Make  sure that that link works. YouTube.

23:39 Oh, cool, cool, cool. Okay, we want to send this only  to the here my segments right here, right? We don't want it to be public to the web. We want my  $97 people to see it also. And if you're thinking if I end up making it 47, is that fair to the $97  people? No. So, I'll just refund them half. Like, I'll make it fair to everyone when it's all  said and done.

24:01 I can I can just do a partial refund. All right. Subject line shorter is always  better. Always. Let's look at the time. 12:28. So, what's up? in an hour. This is bad. Not clickbait.  Okay. yada yada yada. Good subject. And it's true. Okay. It's going only to my $97 people. My watch  wants me to go back out and run cuz it's just paused. Okay. 9797. We're going to preview it just  to be sure.

24:23 That's the awesome thing about having a newsletter is there's trust. They know I'm  not going to scam them or screw them. They know they're going to get way more than what they pay  for. It's hard to do that without a brand, right? Which is what I'm selling here. How to build your  own brand. I do want to edit February 6. Next. Next. Preview. Schedule.

24:44 Just make sure it's going  to 9600 people. Schedule. Publish. Now. Here we go. I guess I better deliver something, huh? Also,  by the way, if you're watching this, I've got a special link in the description where you can get  lower price. All right. So, guys, the email is sent. It is sent. Now, we have to copy the email.  We have to duplicate it. This is That was the hard part.

25:05 Hard part is done. We're going to click  these three dots. We're going to click duplicate. And we're going to click edit. Edit post. We  want to keep everything the exact same. This is a scientific experiment here. We want to go  back here. We want to go payment links. We want to go to the $47 version. Okay. Not the $97 version.  We're going to paste it.

25:19 Make sure it works. Plans of grandeur 4747. Cool. Cool. Cool. Okay. We're  going to close that. Close that. And [snorts] all we want to change is 47 * 3 is 141. And then I'm  going to change the 97 to 47. And then delete that link. And then boom. 141 47 time lifetime price  not monthly. yada yada yada. And I don't refer to the link or the price anywhere else.

25:49 Okay.  [snorts] Same email, different list, right? We're going to remove POG97. We don't want it to  go to all free subscribers. 14147 47. Cool. Cool. Cool. Cool. Cool. Go to audience. Boom. Boom.  47. Now, just to be sure, I really want to make sure I'm almost positive this won't be the case,  but there's no harm in going to excluded segments and excluding the $97 people.

26:13 That way, they don't  get it twice. Okay, this number didn't change, so I'm good. But we'll leave it there just in case.  So, this is only going to the $47 list and then keeping that the same review and then email only  to the $47 people. Exclude the $97 people. We're going to preview it. We're going to test the link.  Make sure it goes to the $47 product.

26:32 Cool. Cool. We're good. And now we want to send it at the same  time, too, because that could change a variable. So, we're sending these about 2 minutes apart.  Publish now. Done. All right. So, 12:34. Little over an hour, guys. I'm sorry. But now, now's when  the fun part happens. Now, we get to see payments come in, hopefully. All right. So, it's been a few  minutes since I've sent these emails.

26:53 The top one is 47, the bottom is 97. I want to open these up  in separate tabs. Performance. Performance. Okay. 11% open rate right off the bat. Clickthrough  rate 1.5. Not bad. 62. Okay. Very similar. Very similar. The $97 one I sent at 1231 and the $47  one I sent 3 minutes later at 12:34. And you can see that the click-through rate is going up as  more time elapses.

27:21 So, if it's 1.6% for the $97 one in the first 5 minutes, that's looking pretty  good. I'm I'm not mad about that. And you can see the clicks. So about half the clicks are on the  Stripe link and the other half are on the YouTube link, which makes sense. And then everything else  are on like the footers to my social platforms. Boom. First sale $97. Thank you, Nata.

27:42 Who is  he? Nata P4. You are my first customer ever for this business. I thank you. I love you. So you can  see the time 12:41. It took a little over an hour, guys. I'm sorry, but from the time I had the idea  to the time revenue was generated, $97 in this case, it was under 2 hours. All right, now that  I know we're profitable, we're revenue positive.

28:09 The National Kidney Foundation has $9.7. I'm going  to go finish my run. I'll be right back and we'll see how much revenue we have then. All right,  guys. I finished my run. 13.1 miles. I couldn't help but peek at my Stripe account a little bit  as I ran. I wanted to tell you how this is about to be a surprise, but I just couldn't do it. I had  to peek a little bit.

28:22 So, let me share my screen and see what our revenue is at. This is about an  hour and 20 minutes after I last recorded. So, we go to Stripe. Boom, baby. 1334 generated in  about an hour and 20 minutes. So, call it $1,000 an hour from sending one email. The question  is, how many were 47 and how many were 97? So, we got one, two, three, four, five, six.

28:43 Okay, six  $97 payments. And then I mean we've had how many have we had today? Okay. 18. No, no, no. 16. $697  payments and 16 $47 payments. So roughly speaking, we're selling almost three times as many for half  the price, which means the cheaper price is the better price because we sent the same price to the  same number of people. So, if we go look over at Beehive right here, this is the $47 email.

29:21 3.7%  click-through rate. So, 76 people clicked on the $47 email and 62 people clicked on the $97 email.  Okay. But of the 62, only six purchased. So, 10% conversion rate on the landing page over  here. and then 16 out of 76 21%. So it's like nine verse 21%. So that is interesting. [snorts]  Now there's two different numbers going on here. Everyone knew the price before they clicked.

29:58 So I  don't want to look at the conversion rate on the payment link site because that's not accurate.  They already knew the price. They knew what they were getting. I want to look at the conversion  rate from the email from how many unique people opened the email. So we've got 16 verse 6. So on  the $47 email we had 2056 okay 256 in front of me. So the conversion rate was8% and then 29%.

30:24 So when  we double the price our conversion rate goes from8 to 29. So if these numbers hold, which they might  not hold people, if people are going to spend 97, they might need to take hours or days to really  think about it. So a week from now, if we don't do anything, the conversion rates could be about the  same because it takes a little more time to spend a little more money.

30:51 But I think it's going to  stay roughly the same and we're going to net out ahead if we sell it for the cheaper price. But I  want to do another AB test cuz I'm not satisfied. I'm not really happy with how long my email was.  I really want to if I really think the $47 is superior, then I want to take the same $47 price  point and send another email that's much shorter that has the price near the top and the link near  the top much shorter story.

31:14 Maybe I'll have JBT help me shorten that. And then I'll send that  to the same amount of people and see if that's successful. Cuz after a few more AB tests, I'm  going to know exactly what people need. And then I'll send the right price with the right messaging  to everyone on my newsletter. But for now, I need to go shower and take my oldest son to Topgolf  because he's been a little neglected lately.

31:33 So, we'll pick this back up in a split second for  your time. Okay, so it's been a few hours. You can see I'm wearing new clothes. I took a shower.  I went on a date with my beautiful wife and I'm going to check in on Stripe. Okay, so very, very  surprising here. We've had 35 new customers pay today. Of those 35, eight were the 97 and 27  were the $47.

31:53 So, one way to look at this is if you look at these numbers, I made about 8 cents  per email subscriber on the $97 plan and I made 27 cents per email subscriber on the $47 plan. So,  it's about three and a half times more money, which is crazy. So, clearly, and you might be  watching thinking, well, duh, Chris, people don't want to pay more. Cheaper's better.

32:20 Yes, but  I'm working with a finite number of people on my email list, so it is worth testing. And honestly,  I'm going to do a little more AB testing. I want to try a shorter email and I want to try email.  Maybe that'll be my next test. Maybe I'll do $47 again because I know that's the winning price. And  I'll do an AB test to the same amount of people.

32:41 One email will be shorter and one email will be  shorter and not say the price. I'll say it's 67% off. I'll say it's 99% cheaper than the value it's  that's offered, but I won't say the price. So, they'll have to click to see the price.  So, I'll see if that makes a difference. And I'll use different Stripe links for both. so  I can track exactly how they each perform.

32:57 Okay, it's been about a week and we've made thousands of  dollars. Why don't we break down how many $47 ones we sold versus how many $97 ones we sold. Okay,  so we're here in Stripe. Okay, we're going to filter for $47 transactions that succeeded. There  were [snorts] 43 of those, which is $2,21. Now, we're going to change the filter to $97. And there  were 22 of those, which is $2,134.

33:19 So, we made about 5% more money per person on the $97 plan.  And what was really interesting to see, if you look at these dates here, February 5th, February  5th, February 5th. So, like from February 2nd on, we had 10 transactions on the $97 one. What was  interesting about this whole experience was that I noticed that with the more time that had elapsed,  the likelihood increased of me getting a $97 sale as opposed to a $47 sale.

33:52 So, the people that  got the $47 email, they purchased it impulsively, right? It was a lower dollar amount. They didn't  have to really think about it or talk to their spouse. But for 97 bucks, even though I never sent  any follow-ups to either group, it just took them a day or a week or 5 days to think about it to  finally pull the trigger. Now, there's a trade-off here.

34:13 If I go with a $47 option, I will have more  surface area for upsells or for referrals. Like, you just have a bigger opportunity to affect more  people. With the $97 option, I don't have as many people to upsell to, but I have a more serious  audience, an audience that's willing to invest in creating content. And usually that also means  an audience that has fewer support requests or fewer complaints, fewer refund requests.

34:35 Generally  speaking, there are some exceptions, better to sell a more expensive product. So, I'm going to  go with 97 bucks. Now, I'm going to do another AB test. I know I said I wouldn't, but I really want  to. So, we're going to do this by taking this $97 Stripe payment link and duplicating it. And it's  very important that after they submit the payment, they will be redirected to the Google Drive link  where I'm actually hosting all this content.

34:59 Now, if we want to see how many people are using each  of the payment links, we go into the payment link in question and then we click payments and  analytics. And this is what enables us to AB test it. cuz with the 97 and 47 it was really  easy to filter and see. But when they're both 97, you got to kind of click into the payment link  and look at the analytics.

35:20 Okay, so now I have two identical $97 options. I want to test two  different things. Now that I feel like I've landed on the right price point, I want to test  a shorter email on both the A and the B version. And then on the B version, I want to test not  dropping the price in the email. I want the price to be a surprise once they click on the link  and get to the Stripe page because there's what's called a sunk cost fallacy.

35:45 And what that means  is that if we've already clicked into something, we're more likely to just finish what we started  even if we weren't as likely to buy it without clicking. I don't know if that makes sense, but  let's say you go in a casino, you start gambling, you lose a little money, and you're like, I can't  leave now because I've already wasted this money.

36:03 Like, I got to earn it back. Then this will have  been a total waste. That's the sunk cost fallacy, and it's a fallacy. Once you invest a little time  or a little money, you're more likely to double and triple down. So, you don't feel like that  time or money or effort expended was a waste. So, that also applies to internet marketing. Now, is  it going to be a big difference?

36:18 No. But if it's something, then it's better than nothing. So, I'm  back in Dehive and I'm going to go to this email that I originally sent, the $97 version. I'm going  to edit it and I just want to shrink this email down. Okay, so the A version will be the visible  price version. Okay, so it's the same email but about half as long. Okay, there we go.

36:42 Okay, so  I am excluding the two lists that I emailed this first AB test to a week ago. And I'm sending it to  list A. And let's yolo. Publish now. Okay, we're going to duplicate that post. We're going to click  edit. We're going to change this to invisible price. We have to change the link, of course.  All right. So, I'm keeping the verbiage about the same, but I'm just I'm hiding the price.

37:11 Put it  there. Video that got me banned. But man, I can't believe I made four grand from that. Just selling  one of the folders in my Google Drive. Okay, let's go ahead and send it. And here in a minute, we  will revisit what the click-through rate was and what the purchase rate was on both of these. All  right, it's been a few days and plans of grandeur is up to $8,300 in revenue.

37:32 And almost all of  that is profit because we're selling a Google Drive folder at the end of the day. But I wanted  to show you my last AB test. I promise this time and what I've done with uploading all this content  into school. And when I say I, I mean my partner, Kamal. So, everyone wants receipts. So, here is  the Stripe account. We've had 111 transactions at about $80 per transaction.

37:53 We've had $8,300 in  revenue so far. And as promised, I donated 10% of that to the National Kidney Foundation. So, I  sent a Loom video of me doing that to everyone that's purchased so they can see their money  is going to a good place. And then I had Kimal, my business partner, create this school community  because it's just it's a lot cleaner. It's a lot easier to justify $97 purchase if it's in a nice  clean interface like school.

38:14 So, we basically downloaded all of the Google Drive content and  uploaded it here uh into separate folders. And then you can see here the members that have joined  so far. Basically, I took the 110 people that have paid. I sent them all an invite link to school a  couple hours ago and about a quarter of them have already joined. And then I just had Claude create  a logo for me.

38:35 Not the best thing in the world, but who cares. And then I made just a simple Loom  video. Hey, welcome to plans of just showing what it looks like. I had Chad GPT generate the  description and we're good. And we have a price point of $97 one time. And now I'm going to  send my last AB test email to try and determine what the ultimate email is to invite my whole  newsletter to this.

38:59 So the thing I'm going to be AB testing on this email is email A, the short and  sweet version of the email like I did last time that links to the Stripe page, the payment link,  and email B will be the exact same email, but it will link to the school community. So it's going  to be interesting to see if people trust school or Stripe more. Also, the results of my last AB test  were incredibly interesting.

39:21 Let me show you how that looks. If you remember, in one of them, I put  the price in the email. In the other one, I didn't put the price in the email. And the results kind  of shocked me. If we go here to our payment links, you'll see this first one was the link I put in  the email where I did not tell them the price. So, if we go to payments and analytics, we got $2,200  uh in revenue through this link.

39:44 23 sales. Okay. So, 23 sales from the email where they did know  the price when they were clicking. And then the email where they didn't know the price and they  were clicking, we only got 11 sales, less than half, which is really surprising. And about the  same number of people clicked on the email. So, the conversion rate was less than half. Very,  very interesting to me.

40:07 Actually, I take that back. 375 views on this one. So, the conversion  rate is about 3% on that one. And on this one, we had 287 views. So the conversion rate was  like eight or nine%. Just crazy. So the lesson, tell them the price in the email. That's what  we're going to do here. So here in Stripe, you'll see that I created two different segments.

40:31 One called POG school plans of grandeur, potential customers that will get the email with  the school link, and then POG Stripe, the email subscribers that will get the Stripe link. So now  we're simply going to go to our old announcement post. We're going to duplicate the email that  had the visible price. Edit. And we're going to say a POG school.

40:54 Okay. So we got to delete  all these links. Boom. And then we are going to replace them with the school link right there.  So my ref. Okay. So, I just swapped out the links and I kept everything else the same because this  email actually converted super duper well. Now, while we wait for that to load, I'm going to go  to this payment link and I'm going to duplicate it.

41:25 Update product. After payment, it will send  them there. Create link. Okay. So, we're going to exclude POG A on the email p. Okay. Okay. So,  what you're looking at here, these four purple rectangles are the segments of email subscribers  that have already emailed about plans of manager pog, right? So, I'm excluding them from this one  just to be sure that no one gets the same email twice.

41:53 Okay, we're going to preview it. Click  it. Boom. Let's hit send on that bad boy. Now, we're going to take that email. We're going to  duplicate it. We're going to snag this payment link right here. Copy URL. We're going to go back  here. Edit. Swapped it out with the stripe links. That's it. Now, we'll just go here. Pog stripe.  Boom. All right. Let's see which one outperforms.

42:20 Okay. This will be the second to last update.  I want to show you the results from my last AB test. And I'm done AB testing. I am now going to  announce this to the rest of my email list. So, the email with the school link brought in 10 sales  at $97. And the email with the Stripe link brought in 13 sales. So 30% more, which kind of surprised  me because school is more organized.

42:37 It just has more legitimacy than a random Stripe link. But  at the same time, Stripe is pretty well trusted at this point and school is somewhat obscure.  Also, there's a lot more friction on the school landing page to pay. You have to create a school  account first and I hate friction when it comes to trying to sell something, right? So, I think  that friction is ultimately what did me in because I can still automatically invite or add them to  school after they pay on Stripe.

43:04 I already have the automation set up. So, for my last email, I'm  pretty sure I'm just going to send the same email to everyone that hasn't already received an email  about this plans of grandeur, but I'm only going to use the Stripe link and not the school link.  But just to be sure, I wanted to ask Claude if that was the right decision. So, I showed Claude  screenshots of the A test and the B test.

43:23 And I told it how many sales I got from school and from  Stripe. Let's see what it says. It says I should pump the brakes on declaring Skype the winner, but  it says what I just said. There's less friction. So, I'm going to do it. I'm going to go with  Stripe. But the question is, what have my sales been so far before announcing this to my whole  list?

43:41 In school, they were $970. And in Stripe, I had 126 total payments with most of those being  at the $97 price point and the rest at $47 for a total revenue count of $10,22. That's more than I  thought. So, we're almost at exactly $11,000 from this launch so far, which is basically pure profit  because this is work I've already done. These are pieces of content that I've already created  that just lived in my Google Drive.

44:06 Not bad. So, now I'm going to go in Beehive. I'm going to  duplicate the Stripe email. Edit it. We'll make a new payment link just for this one. Swap out  the links. So, it looks like about a fourth of my list has already received these AB test emails.  So, theoretically, I could expect to earn at least four times what I've earned so far. Hopefully more  because of the fact that I've been doing AB test to come up with the best email, the best email  length, the best price point, the best link for people to pay on.

44:38 Okay, here we go. I'll touch  base in a few hours and tell you what the sales are. Okay. Wow. Wow, wow, wow. It's only been an  hour and 19 minutes since I sent the email to the rest of my list. And check out this revenue so  far. Look at all of those $97 transactions and the time stamps next to them. Okay, so I sent  the email at 9:18 a.m. It is now 10:38 a.m.

44:57 And you know, it takes a minute or two for everything  to go out. And 3 minutes after I sent it, I got three sales. 4 minutes after I sent it, I got four  sales. and then five and then two and then two. So in the first hour and 20 minutes, I've had 125  sales at $97 per sale, which is exactly $12,125. Add that to the 11,000 that I made over these AB  tests, and I've made $23,000 almost in pure profit from launching this business.

45:32 That all started  while I was out on a run in the middle of the cold a few weeks ago. So, I'm trying to forecast out  how many sales I will get in total once everyone has opened this email and decided yay or nay on  buying this. So, I took screenshots of the sales velocity, aka the timestamps of when everyone's  buying, a screenshot of my email. I told Claude how many people got my AB test email, and then  how many people got the full launch email today.

45:59 Claude says 40 to 50% of total sales happen in the  first hour. It's been an hour. It says if you're at 82 sales in 40 minutes, you're probably looking  at 110 to 140 by the end of hour 1, 200 by the end of the day. Long tail total estimate 250 to 300  sales over the next 5 days. That's 24 to 29,000 gross from one email. Gross, but really it's net.  My only costs are the Stripe 3% transaction fees.

46:26 So then about 40 minutes after that prompt right  now, I just prompted it again and said, "Hey, here's a new screenshot. It's been 40 minutes.  I'm up to 125 sales now. What do you think? And it says 22 to 26,000 from this email. But I'll do  a follow-up email in a few days. That should bring in some more stragglers. And then I'll just  work this into my email flow, my automations.

46:47 I'll raise the price as promised. And I think  this could bring in a few thousand per month pretty passively. Better yet, the National Kidney  Foundation is going to be getting thousands, if not tens of thousands of dollars from sending just  a few emails. So, including my AB test emails, I generated between 30 and $40,000 of net profit  all throughout the course of this video.

47:03 I showed you how to do everything. And before you write  this off and say, "Oh, this is easy for him. He has a big email list." No, stop. There's a lot of  power in small email lists because you can connect so much more closely with your audience. Whereas,  the bigger your list grows, the less you're able to connect with your audience, the less relevant  you are to them.

47:23 I don't know if you saw this video with the founder of Beehive, but he makes  $500,000 a year from a list much smaller than mine, and he only sends one email per week.  Even if you only had 2,000 email subscribers, you can make tens of thousands of dollars plus  a year. Events and high ticket courses are the key. And yeah, high ticket courses have a bad  rap.

47:43 A lot of that for good reason. But think of it this way. They only have a bad rap because  so many of them don't match the value that the salesperson promises. So, if you're confident in  the value you're offering, then own it. Own your course because you're helping people. And if they  buy a course from you, they're going to be more likely to do the thing, to be successful because  they consumed your content and did the thing.

48:01 So, stand behind your content with pride. And of  course, if you want to join Plans of Granger, I've got the link below in the pin comment or the  description. If you know anyone that might want to start doing content either for themselves or  for their business, faceless or with their face, AI generated or not, please share this with them  and we will see you next time on the Kerner us.