Money Lab

I explore the process of designing a personalized pool care plan for Swim University, aiming to make our lead generation tool more engaging and effective. By focusing on user-specific routines and creating a dashboard-like experience, I want to provide a resource that feels truly customized. I discuss the steps involved, from asking the right questions to integrating interactive elements, and consider the potential of launching an app to enhance the user experience further. This episode captures my thought process and the excitement of building something unique for our audience.

I dive into the power of tuning out external business advice and tuning into my own intuition and experiences. By stepping back from constant tactical advice and an overwhelming amount of information, I've reconnected with my own ideas and insights. I stopped consuming business content, unsubscribed from channels, and put my business books away. This allowed me to focus on truly understanding the emotions and frustrations of my customers. I realized that applying my own experiences, such as my struggles with pond care, helps me relate better to pool owners and create more meaningful solutions. This shift in approach feels more authentic and impactful.

I share my latest realization about the Swim University home page. After discussing my own experiences with pond care, I decided to focus on offering a custom pool care plan instead of just a newsletter signup. I explain how I plan to implement this idea using Typeform, Zapier, and Klaviyo to deliver personalized plans through email. I discuss the technical aspects and benefits of this approach, emphasizing its potential to improve user engagement and provide more value. My goal is to create a dynamic, user-specific experience that enhances Swim University’s offerings and overall user satisfaction.

Focusing on the Swim University home page, I decided to transform it from a general landing page to a lead capture system tailored for pool owners. Historically, the page had a generic headline and separate buttons for pool and hot tub care, which wasn't as effective. I considered various approaches, including Klaviyo forms and offering a newsletter, but concluded that a quiz might be the best solution. This quiz would help users create a custom pool care plan by answering a few questions, making the offer more attractive and useful. The idea stemmed from my own experiences with pond care and the frustrations I faced. By implementing this, I aim to provide a more personalized experience for our visitors, ultimately increasing engagement and conversions. If you have any questions or suggestions, email me at matt@moneylab.co.

I'm discussing the ups and downs of March and laying out my plans for April. Despite a 30% traffic drop due to Google's algorithm changes, revenue increased thanks to effective Facebook ads. However, the high costs associated with e-commerce have made me rethink my strategy. My primary focus for April is optimizing my offers and sales pages. I’m testing new offers and improving our sales funnel to increase conversion rates and revenue. Additionally, I'm phasing out physical products to concentrate on digital products, aiming for higher profit margins. The goal is to simplify and enhance our core business, ensuring sustained growth and profitability. If you have any questions, email me at matt@moneylab.co.

I’m giving an update on the April Fools campaign I launched for Swim University. I created a faux product and promoted it across various platforms. The response was lukewarm; we've sold about half of the 96 bottles so far. Launching on April Fools’ Day may have impacted the reception, as people are skeptical of anything released on this date. While it's a fun, creative project, it highlights that in the pool industry, people appreciate straightforward, helpful content more than stunts. Moving forward, I’ll focus on delivering valuable, consistent content that truly addresses my audience's needs. If you have any questions or thoughts, email me at matt@moneylab.co.

Today, I’m sharing how I’m optimizing my work schedule to better manage my time and reduce stress. By focusing on concentrated, high-leverage tasks for a set number of hours each day, I aim to maximize productivity while freeing up personal time. Tasks like crafting marketing emails, recording and scheduling podcasts, publishing articles, and developing ads are prioritized. The goal is to create a well-oiled machine at Swim University, ensuring impactful work without overextending. Simplifying and systematizing my approach, I’m committed to balancing work with hobbies and home projects. For feedback, email me at matt@moneylab.co.

I'm discussing the best ways to collect testimonials. Tactics for effective testimonials include avoiding incentives that offer monetary rewards, guiding customers with specific questions, and focusing on quality over quantity. Video testimonials, while valuable, should ideally be filmed in relevant settings and show real results. For e-commerce, external review platforms like Trustpilot are beneficial, but I prefer controlling testimonial presentations. Finally, using social media contests to gather authentic customer reviews can be a powerful strategy.

Brainstorming a pool urine detector 404 page and April Fool's event, I share how to design an engaging sales page for a fake product. Inspired by the myth of a pool urine detector dye, I discuss creating a convincing product to deter pool pee-ers. The sales page includes a hero image, how it works, history of the myth, pop culture references, and statistics on the dangers of pool urine. I also explore the importance of design and storytelling in making the page both believable and entertaining.

I discuss the challenges of creating effective marketing for local businesses, emphasizing the need to understand the target audience. Using Swim University as an example, I highlight the importance of aligning content with business goals and audience needs. I explore the potential of Brew Cabin to attract new homebrewers with community-driven content and advanced brewing techniques. Finally, I brainstorm creative ideas for engaging short-form content, including experimenting with unique and outrageous brewing ingredients.