$6M in 2015 Revenue With Health and Wellness Infoproduct with CEO Craig Ballantyne

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In Episode #468, Nathan talks to Craig Ballantyne, a productivity and a success transformation coach and the author of The Perfect Day Formula: How to Own the Day and Control Your Life. He’s been a contributor to men’s health magazines since 2000 and in 2001, he created a home popular work-out program, Turbulence Training. Listen as Craig tells us how he overcomes his anxieties using the 5 pillars of transformation and how he managed to make his users stay.

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Famous Five:

  • Favorite Book? – Rockefellar Habits
  • What CEO do you follow? – Matt Smith
  • Favorite online tool? — N/A
  • Do you get 8 hours of sleep?— No
  • If you could let your 20-year old self know one thing, what would it be? – “I should stop drinking before I’m 30 years old”

Time Stamped Show Notes:

  • 01:54 – Nathan introduces Craig to the show
  • 02:43 – Craig uses the 5 pillars of success
  • 03:06 – Craig started in the fitness industry in 1999 and he started selling Turbulence Training online
  • 03:19 – In 2011, Craig bought the business, Early to Rise, a success wealth building newsletter
  • 03:31 – They have 100,000 email list for Early to Rise and 120,000 for fitness
  • 03:38 – Early to Rise did $ 6 million in 2015
  • 04:27 – The Perfect Day Formula is their best-seller
  • 04:45 – They have Early to rise University where online courses are
  • 05:00 – PerfectDayFormula.com
    • 05:05 – It was launched in January 2016
    • 05:18 – 35,000 purchases at the moment
    • 05:21 – They have their email list, affiliate email and Facebook ads for marketing
    • 05:30 – Price point is $ 200
    • 05:46 – Only a small portion of customers came from the affiliate email
  • 06:00 – Customers receive a box full of materials when they purchase
  • 06:31 – The cost of produce is $ 21
  • 07:02 – They are not making a lot from paid advertising
  • 07:43 – Craig is finding a way to send traffic on Facebook to an offer that works to prevent crashed after the launch
  • 08:30 – $ 100,000 MRR mostly from the fitness stuff
  • 08:35 – $ 7 price point on monthly fee
  • 09:12 – People stick with them for at least 3 months
  • 10:44 – People want results
  • 11:26 – The usage pay wall
  • 12:20 – What the user will get from the course
    • 12:23 – There’s a template to change your bad habits
    • 12:40 – They will help the user create a vision
  • 12:50 – One of the pillars is plan and prepare
  • 13:25 – Craig has a video of walkthrough on what they can get in the kit
  • 13:56 – Goal in 2016
  • 14:11 – Tools that Craig uses for his website
  • 14:30 – Tools that Craig uses to run his business
  • 14:43 – Team size
  • 14:59 – Follow Craig on Twitter and LinkedIn
  • 17:00 – The Famous Five

3 Key Points:

  1. Show people results. Show them how to consume a product to get the results.
  2. Having an email list of the target market can boost your revenue tremendously.
  3. Be healthy. Cliché as it sounds, health is wealth.

Resources Mentioned:

  • Toptal – Nathan found his development team using Toptal  for his new business Send Later. He was able to keep 100% equity and didn’t have to hire a co-founder due to quality of Toptal  developers.
  • Host Gator – The site Nathan uses to buy his domain names and hosting for the cheapest price possible.
  • Freshbooks – The site Nathan uses to manage his invoices and accounts.
  • Leadpages  – The drag and drop tool Nathan uses to quickly create his webinar landing pages which convert at 35%+
  • Audible – Nathan uses Audible when he’s driving from Austin to San Antonio (1.5 hour drive) to listen to audio books.
  • Assistant.to – The site Nathan uses to book meetings with one email.
  • Acuity Scheduling – Nathan uses Acuity to schedule his podcast interviews and appointments.
  • Drip – Nathan uses Drip’s email automation platform and visual campaign builder to build his sales funnel.
  • @Craigballantyne – Craig’s Twitter handle
  • LinkedIn – Craig’s LinkedIn account
  • Show Notes provided by Mallard Creatives

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