Adam Feldman
back then it was like the Wild West we were always clean and compliant and had great relationships with networks, which is really the backbone of the company in the business we have here as our relationships And what we’re able to do with them. So, in the day, we were like to hit an agency out of Israel, let’s say a lot of people knew what was going on in the scale that was going on behind the scenes in terms of acquisition and success. But nobody really knew who we were because of the way we positioned as an affiliate. So we were running, you know, top brands like bio trust, Beyond Diet, and taking these companies to be on some of them beyond 200 million and so forth with specific, you know, traffic sources exclusively. But nobody really knew who we were. So we were kind of hiding still in the secret wasn’t really out of why is that? Look, I think at the time when you’re an affiliate, it’s a different mindset in the the strategy of the business was very, very exclusive to a few select partners. So at the time when we were working, for example, with Biotrust, we were very committed to only work with them as a supplement provider. We didn’t want to branch out and be too wide with We wanted to give them all of our resources since we didn’t have as much at the time. Like today, we have a lot of resources. We have a lot of departments where we’re not siloed siloed. We’re all work together. So it was just a different mentality back then. And we weren’t necessarily willing to share those secrets, and really reveal what was going on since we were exclusively focused with those few select partners.
Jeremy Weisz
So you take on Biotrust Yeah, what are the things that you’re doing? Like so people can understand the methodology?
Adam Feldman
Yeah, so, look, in the past, it was different. I’ll tell you the methodology. So in the past, we focus predominantly on cold traffic only so the cold audiences that most people were not able to convert successfully. We were very skilled at bringing these cold audiences in, through video sales letters, long videos, infomercials and getting them to buy after they watch it. So we were experts at hooking them in while still being compliant, while Still working in a heavily regulated niche of health and wellness and supplements and physical stuff and making it work. So we focused on everything on the ad side, from building the campaigns to positioning of the creatives, the hooks, the angles, and we got the offers approved through the networks. So instead of having to fight against the networks, like Facebook or Google to keep your accounts active, we were working as a partner of theirs in a three way relationship, let’s say that was meant for the long term. So most affiliates will run an offer for like a few months, make a lot of money, and then drop you out and leave you hanging to dry. So we took a different angle, or we had a different path to success where we said, Look, let’s get the blessing of the network. And let’s run this as long as it can convert for as long as the funnel stays optimized. And that’s what we did with these leading brands at the time. And that’s was really the start of something big online. Because those were the days Were like I said those companies were at the top of the online world as you know.
Jeremy Weisz
Um, so we’ll talk about the shift what you’re doing now but you said two big things. Okay one component you know video sales letter. So I’m loved to have you break down some of the things that you think about with a successful video sales letter in two, you mentioned compliance, which is an issue for a lot of people using some of these platforms like Facebook right so talk about the video sales letter and make Justin Goff and Stefan Georgi proud with what are some of the components that you look at with converting me you’re converting the coldest of cold traffic to buyers through video sales letter. So what do you think about when creating that?
Adam Feldman
Yeah, look, I don’t specifically create them, but I love to use them and I’m able to adapt them and also make them compliant Of course. So I love a video sales letter. The best thing for us as advertisers is to be able to bring in as many big of an audience as broad, maybe even global in many cases as possible. Without that it limits the amount of customers we can crop acquire and our reach, of course, which we don’t want to do. So, the video sales letter is a is a funnel to warm people up. Okay? It builds an emotional connection with your viewers to the point where they will spend more with you. And they will build trust with you where they wouldn’t have that same trust. If they were going to see something positioned as a sale. Or you see the product in your face. It’s not like we’re Nike, it’s not like we’re Adidas, or we’re not able to sell them on something that maybe a friend told them that another friend told him, it doesn’t always work that way. And a lot a large portion of the sales actually comes from cold audiences. So I think the most important thing is how do you warm these audiences up? And most of it is done through storytelling. emotional connections and relationships that you build with them throughout this journey. So the longer the journey, this can really help you reach more and more people and bring them in where they weren’t really ready to buy originally, like they don’t have their credit card ready, they don’t know you, they don’t trust you. So in these situations, when you’re not a big brand, you have to be able to position yourself in a way to compete in the video sales letter brings them in and touches on the emotional side, and it brings you to levels that are unmatched I would say and it’s something that can work on every traffic source. A good video can sell across even TV, digital everywhere other than Okay, maybe the newspaper and stuff but you can write stuff specifically to be
Jeremy Weisz
transcribed that video sales letter Exactly.
Adam Feldman
So this kind of marketing, direct response. Marketing is really the key to huge growth and if you can do it compliant in a way that makes sense for your business, it can still be a sellable business, in my opinion. So,
Jeremy Weisz
so Adam, a couple things to unpack there. So I also geek out on direct response. I think it’s the foundation of pretty much everything I mean, so but when we’re talking about emotional connection in video, I don’t know if you can give an example. I don’t know if it was a biotrust video or identify video or Beyond Diet video some what’s a story that you told that your company told in one of the videos that would give it be an example of an emotional connection that would, you know, warm up an audience, I guess you could say,
Adam Feldman
look, during the Biotrust days, they were really the king of animation their VLS their video sales letters and infomercials had great animation and graphics. So when they told their story, they were also writing it on the whiteboard. And this was during the times that FedEx and UPS were also transitioning to this on their video ads. I don’t know if you remember that. But everything was becoming a whiteboard. And the marker would draw the story in the same speed as it’s explained. If not Faster, and it didn’t make sense. How could this be happening? So, this when when this was happening, it really built a connection where people could not just hear it, but they can see it. And that basically built an emotional connection in its own way. In terms of like storytelling and getting deeper on the emotional side and aspects of things is usually when you position a story, let’s say from a doctor, or an expert, and then they’re finding their way or teaching their client or someone along the way how to do something. So a lot of the video sales letters, focus on a hero, you know, I mean, the whole process that we all know in direct response, where they focus on someone has a pain point they need to get from here to there in this guide or he or expert is guiding them along the way. So usually that is what works the best and just how you say it kind of changes between copywriters, the top cop, riders out there. But if you have this method in place, usually you can make a successful VSL.
Jeremy Weisz
As Stefan Of course you take them across, you know along the hero’s journey. Yeah. So compliant, compliance wise, how do you navigate the compliance side?
Adam Feldman
Yeah, compliance is tricky. I used to hate it. I couldn’t deal with it in the early days, I would always have to take myself back and look at it from a different perspective. What really helped us specifically was being a premium vendor with Trim Down Club, as well as being an affiliate in the past. And now being an agency. So we see it from all directions. And we always had Facebook, Google, native, all the networks, we always had their support beyond VIP support. We were always very close with them. You know, even to this day for years and years. We meet with them once a week or twice a week, each of them individually. So that relationship gives us an understanding have, what is the policy? what’s changing on the dot? Like, the policy can change overnight, like when I presented I think at Justin Goff’s event was, Stefan is that I said, this presentation might be exactly in true right now. But in a week, it might change. That’s how compliance works. And that’s how a lot of these affiliates in is that these vendors get in trouble. It’s like they think they’re compliant. But then all of a sudden, the algorithm or something changes, and now they’re screwed. And that’s usually why accounts get shut down. So we have this, you know, great relationship with them. We understand what’s going to be launched what’s what’s allowed, what’s not allowed, and we know it before we speak with them. And what we usually do is we get our brands to meet or be approved. Prior to working with us. What does that mean? We take them and we present them to Facebook to Google in show that the benefit of this relationship between all of us that this is going to help them in their portfolio and their success as Facebook and their growth with different types of customers and provide them with great experience on their platform. And we need your support both of us and all together is how we’re going to reach the kind of scale in the compliant way. So we don’t really rely on the network’s for policy, we dictate that from all of our hands on experience, then we just get updated from time to time on the nuances that change over time.
Jeremy Weisz
And what are some of the underutilized traffic sources? You know, people do know, Facebook and Google but you kind of take all of them and what are some ones that people should be thinking about?
Adam Feldman
Yeah, so I’m a big, big believer right now into Tabula and Outbrain. I think that they are really the future since they merged recently. You know, Tabula was already big in its own right, and now that they merged with Outbrain, I think that provides Really big, big potential very fruitful potential there is sitting in waiting because not many advertisers know how to do it and especially do it well so the kind of, you know, processes that we have in place and creatively that’s where we have a lot of high hopes and of course all the main channels you know, Instagram, Facebook, YouTube is big. All of the main traffic sources Google is also unique. Not many people know how to do Google advertising for cold audiences. So display and search not on brand keywords but more, you know, out there with a mass keywords. Yeah, most people don’t know how to do it. Most people aren’t Google and they’re retargeting which leaves all the cold traffic for us. So
Jeremy Weisz
we’ll talk about the risks of even telling people on your website, Trim Down Club and the worry that people just knock you off and fig, you know, enter your funnel and, you know, just start to come copy, what you do?
Adam Feldman
Yeah, look, we’ve always been copied from day one, we were really behind the five foods and never eat. I don’t know if you ever saw those banner ads on Google Display over the years. So we started running those at scale. Every advertiser every affiliate, every vendor copied us. Of course, this was happening for about four to five years. And we were still scaling because no one had the funnel like us. So they might copy the ad, but they would never know how to make a good VSL. Or they would never know how to monetize customers after the sale. So we always had the proper methods in place that would help us be able to scale and reach the highest bids in the auction. So that always gave us the upper hand. But it always happened. Five foods never eat. One tip of a flat belly was ours as well. All of those things over the years. were copied millions of times, and I Eventually they got saturated because of it, by the way, so they do, it does saturate the market, but the market is huge in health and wellness. So it didn’t really cause any concern for us and we ran it for many years but yeah.
Jeremy Weisz
Yeah, because I would think okay, well, let’s not put the the Trim Down Club on anything because people are going to now look Trim Down Club and they’ll seek you out. Um, can you break down the general funnel? So like, add to what happens after that?
Adam Feldman
Yeah, so like I said, I’m a firm, big believer in VSLs. I think that a VSL can tell a story in so many different ways and bring so many different types of audiences. Another huge believer in pre landers so avatar aerials, but not shady scammy articles that bring people in or that are used as compliance to like some people use advertorials as a way to circumvent policy, and that’s the wrong way to use them. You should go glean from the beginning you can go direct to the VSL, there’s no reason to put a pre lander in front. The benefit of a pre lander, which most people don’t realize is that it’s a way to scale sideways is what I call it. So it gives you different positioning and angles and hooks on the front after your ads. And for example, let’s say you have a joint pain product, okay? You can come at it with it’s a nutritional product or a supplement, it could be anything so you can come at it with five worst foods for arthritis 10 best foods for arthritis, one sinister protein or joint pain protein. So I’m targeting three different types of audiences on the same exact product in funnel at the end of the day. So the only difference is the pre lander, which opens up my ads, and I’m able to reach more people sideways. So it’s a different way of scaling up instead of just one funnel, which is very, you know, stuck on one angle. So I’m big on Pre landers. But uh, yeah, look, I think quizzes are really, really great. I think quizzes also are a way to bring in a mass audiences for cold traffic. So you can bring in a lot of different men and women looking for many different things and have a funnel that’s optimized specifically to their needs by them taking a quiz. So it’s not Bs, again, not for compliance purposes. But you’re funneling them through asking them specific questions and giving them a detailed personalized
Jeremy Weisz
interpreter landmark experience.
Adam Feldman
Yeah, it’s a better customer experience. They’re more involved so that there’s a journey to it. So they’re, they’re going to spend money, if they’re interested, like you’re already building that relationship that we talked about. And now you’re personalizing your sales pitch. So before where you just send to a VSL, it’s like wait, I’m 60 years old that relates to 70 years old or 30 years old, that relates to 70. It’s not going to catch you lost those people which is fine, you’re still going to do well, but With the quiz, you can personalize each aspect of your funnel after the quiz, and then from there, you can bring in much larger audiences at scale across all the networks.
Jeremy Weisz
So and pre lander video sales letter or some type of customized, you know, for
Adam Feldman
cold audiences. Yeah, we have something in place like that. But uh, yeah, look, you can even have an e commerce hybrid. There’s many types of funnels that work. But if you’re looking collectively, across all of the channels like we do, in the opportunity on Google, like there is on Facebook, I would look towards funnels that are more able to bring in larger audiences.
Jeremy Weisz
So after VSL directly to product, directly the sale usually after the VSL Yeah, it’s to the order form, in most cases, and then what’s the common practice or what you’ve seen work as far as upsells or After order,
Adam Feldman
look upsells I think Justin golf in them have it down pat, I think what we’ve seen with our clients who also work with them has always been more of the same. So you have your upsells, which if it’s a supplement, you sell them more of the same. So six bottles of the same thing. Usually that’s what they want. This is why they’re in the funnel, don’t give them something they don’t want. You want to keep it congruent. Also, if it’s digital, let’s say maximize results. So if you’re selling maybe a workout, how can you make this workout 10 times more effective, maybe now it’s a supplement, you’re selling them. In this case, maybe it’s nutrition, combining the power of fitness, with nutrition, so maybe it’s a membership, maybe because they get this membership. It’s just a subscription, which is recurring, where you can make more money on the customer lifetime value, which is great for paid media. So the more money you have to work with the higher bids. In those cases. A membership can be great. Let’s Give you you know, access to all this material that’s always updated. And at this point, you’re making a killing on the membership. So there’s many strategies, but those are the main. Thanks, Adam.
Jeremy Weisz
Yeah, that’s that’s very valuable. Um, what about offers throughout the years? Or recently? What surprised you about offers that have worked or what have people included in offers?
Unknown Speaker
Yeah.
Adam Feldman
Look, what’s really taken off, I think, in the last year or two has been testimonials. I think brands that speak through others or that have strong presenters that can relate to the audience or that show that the end point. So these are presenters who look perfect or look like someone that they can either trust, if it’s a doctor, or if it’s someone that’s the expert or the guru, that wow, they have such a great body only if I had that they speak in a way that relates to me. So between the two of those avenues Those have really taken off in the last, you know, two or three years have been testimonials speaking through the customer in their experience as well as presenters. If it’s an expert doctor, or
Jeremy Weisz
you know, Adam, you know, I don’t know if you realize but I think in book titles and so you said something today that I think should be your or your company’s book. Okay. Scaling Sideways you know, it’s it’s unique and and anyway so food for thought on that, write it down. You said it, you know, like you said, the best copywriters, they basically listen to what someone’s saying, and they take those words and reflect them back to themselves. So scaling sideways, the the I’m curious, you know, I’ve not seen any better way of really learning about a company than buying their stuff. Right? You buy their stuff you enter into their world. So you know, let’s say Russell Brunson. comes out of the webinar and I will buy their book, I will buy their upsells their audio because I like the information but I also am curious about what they’re doing. I am curious, who are the ones that you’ve entered into the brands that you’re really you respect and you’re like, I’m gonna buy their stuff because I like them, but also because I respect them as a as a company and how they market.
Adam Feldman
Most of the clients that I’ve respected, I ended up working with him. Yeah, like most of the people, not clients. So So most of the brands, like in terms of business development, where do I look, I look at brands that I desire to be with because they have something unique, like use it. So maybe it’s their upsell process. Maybe it’s their funnels, maybe their quizzes are great, maybe it’s their presenters, I’ve always positioned you know, the growth of the agency with the kind of unique clients that have their specifics. Like they have their their own unique way of doing business. And that’s Pretty much how we’ve gotten, you know, clients is working with these kind of companies. So I will, like you said, I will buy the program, or buy the supplement, see how they’re, you know, selling it, how they upsell, how do they do SMS? How do they do phone calls, I look at the whole business to understand how they treat the user experience, as well as what is the growth potential. So how do I understand the growth potential, I can see the communities that they have and how they’re speaking and monetizing them and what they’re not utilizing. So maybe they have their unique way of doing business, but they’re not taking advantage of eight to 10 things that can help them which really, we see because if you have like 30 plus clients, we have about 35 to 40 brands now across the network. So I see things that some clients do well but others don’t. And then you have your you have your wild cards that do many things. Well, of course that are 1011 figure businesses, but not everyone is And some are maybe seven or eight figures and they’re trying to get there. So that’s the unique approach that we take is just understanding really what these businesses do, and then try to work with the ones that we can help them scale beyond eight figures, of course, and also helping the larger businesses as being kind of an extension of their internal media team. So once these brands get beyond nine or 10 figures, they already have a media team, of course. So we don’t always just stay as the last line of defense or the last agency like the Rolls Royce agency, let’s say, where people choose us after trying many other agencies as the last option, let’s say we’re also in a position where we are an extension of other media buying teams. So let’s say you have 20 Media buyers, you’re running on Facebook, you’re doing huge volumes. Everything is great, and email marketing will come in will run on Google to Bula YouTube and so forth. So we take it to the next level and that balance and we diversify their business and that scale is again scaling sideways but this time through different network so
Jeremy Weisz
Adam who should be working with you now? You’re the business development guy like if someone knows someone I mean, who should be working with you your company right now what brands what what people?
Adam Feldman
Ah, who should be working with us? It’s tricky right now. I have a waitlist. But I would love to we’ve done some work in the past with with a company called Lady Boss. I really liked what they do on Facebook. I think they’re doing more YouTube these days so we can probably help them big time. Haven’t spoke to them in some time. And I really love who’s another one what Yoga Burn is doing. Those guys that Yoga Burn great guys. Over there. And yeah, look, for me, the main thing is knowing that I have the right amount of resources and people, skilled people to run the brands and be there as a point of contact and so forth for scale. So, for me right now, I’m maxed out. But it doesn’t mean that in a few weeks that will that won’t change. So yeah.
Jeremy Weisz
So who’s qualified to work with you? Someone’s hearing you this guy sounds like he knows what he’s talking about the company sounds amazing. who’s qualified to work with you?
Adam Feldman
Who’s qualified to work with us? So you’re saying in terms of what what I generally like
Jeremy Weisz
a good one? Yeah. good fit for a company like obviously, someone’s just starting out. probably not a good time. They need that stuff dialed in. Yeah, we’ll swing does it make sense to bring on contigo
Adam Feldman
it’s a good point. So I have two ways that I look at things I like to take on clients that are have huge potential and even heavy risk, but they own their own brand, and they’re very motivated. So let’s say they’re making seven figures. They’re they’re on Clickbank, they’re on these other affiliate platforms. They’re doing well with email marketing in other avenues in revenue streams, but they really haven’t gotten paid media to work, or they have with affiliates only. So in that case, I know I can grow them exponentially to heights, they’ve never seen him do it for years. So a lot of our clients we’ve worked with, up until today for three or four years and more, that’s most of our clients are in that positioning. And then on the other side, I love to work with big brands that are serious about media. As I said before, I can be an extension of either their internal media team or I can be their entire media team and their entire creative team. So we are uniquely built where we have a creative agency and a PPC agency under the same roof that are not siloed and that work together. So I have 30 plus people in our creative team. We’ve invested millions and millions of dollars in the last year alone. In the creative, and that gives me the ability to do everything for them that they could not necessarily do internally in most cases, just because of the methods, the strategies, the brainstorm ins, and the global reach with the PPC and the experience we have. So we bring all of that together. So we work with big clients, and we work with seven figures and build them up. So it’s pretty open. But we do look for something that’s somewhat optimized. We don’t like to come into a brand that’s doing like five or six figures, and they have this big potential and it’s like, it’s not ready yet we we know that they will come to us at some point. It’s just the way it has funneled up until now is that they’ll work with another agency out there, either in the US or abroad. And then they’ll be like, Look, when we need better numbers, the creative is lacking. We need more scale. Maybe we can try different angles. This agency hasn’t done that for us. So, I’m always prefer I always prefer to be in a position where these people end up coming to us as their last agency so we can start scaling them up and give them the attention they never got. So,
Jeremy Weisz
how did you meet Justin and Stefan?
Adam Feldman
Justin and Stefan? That’s a great question. Let me go back in my head and think when did I meet them? Um, Stefan, I think I met Yeah, I met Stefan at TMC Traffic and Conversion Summit. I think three years ago at a get together. That was right before the internet marketing party, not at the Internet Marketing party, but just
Jeremy Weisz
David Gonzales.
Adam Feldman
Yeah, he’s the man. I love that guy. So I met him there. We talked a bit at the time. He wasn’t he was copywriting, but I think it was for his internal brands and he was really running red ox at the time. So he was just becoming huge. Like, he was Super cool, super down to earth. And you were seeing him in the early stages of his growth because he’s taking off now of course. And Justin Goff, I met him. I believe it was through his newsletter. I think I signed up to his newsletter, his email about it. Yeah, his email newsletter about two years ago, I reached out to him, I saw he was doing copywriting. And I realized that I’m working with like, most of his clients. So I sent him an email to get on a zoom call. It’s actually a funny story. So I sent him an email to get on the zoom call. I was five minutes late to the first zoom call. Maybe 10 minutes. Let’s be urine is
Unknown Speaker
really time.
Adam Feldman
Yeah, let’s be. I was like, 510 minutes late. I was like, I’m juggling the kids in one hand, and I’ll have like an espresso and the other hand, I’m like, he’ll be there. Don’t worry. And he’s like writing me emails about being like, a few minutes late. I’m like, Oh, god, this is not a good start. So I jumped on the call. He’s like, okay, Adam. I got to reschedule. We’ll do it again. Two or three weeks, he put like a date. And I was like, Oh, no, it’s like I put aside all this time, and effort. And I’m like juggling my kids. And it’s like, I lost that opportunity. So it actually taught me to be on time and not just, you know, practice what you preach, basically. And we ended up hitting it off. We had a great call. And since then I ended up, you know, as you know, I attend their events. All the time. They have great events. Our clients are always there and always getting gaining great strategies from those two fellows. So I can’t speak enough about the team Adam. The team came to go. Yeah, so the team right now is about 60. Plus, internally. We have a lot of outsourced and freelancers, which probably equals up to 100. But they’re not fully employed with us. Salary wise. The team from the leadership Yeah, how’d you meet the leadership, the leadership from the top is, like I said, it’s composed of really engineers. So these are like technical wizards that, you know, know their data analytics, campaign management and so forth, like their numbers people. totally opposite of what really I am. I’m a relationship guy. I like to do creative stuff. I’m kind of there. Um, I got into this business with them about eight years ago, when I moved to Israel. So my wife was Israeli. We were living in the US and I made the move to Israel. And we were starting a life here. And I learned Hebrew within about five months. And I
Jeremy Weisz
saw this When you got married. Adam, did you know you’re gonna move back to you were in Florida. Did you know you’re gonna move to Israel? No, no, no, she just loved you. And she’s like, oh, by the way, we’re moving isn’t
Adam Feldman
it? It was pretty quick, actually. And it was pretty reckless. Looking back, but I’m happy to do this why? reckless because I didn’t know anyone here. And I was coming into a world that’s, you know, on a whole nother level even beyond New York, I think you’ve been here probably and it’s just a different it’s a rat race. And if you’re not in the right mentality, you can lose and lose badly, let’s say. So anyways, I saw the job post. I got it from this supervisor that was just kind of guiding me with my, with my trip to Israel like to get me more involved with the community and so forth. So I got a job post. They were looking for a social media wizard was the job description. It sounded really weird at the time, like who’s using this kind of language? So I was like, interested. I was like, Oh, cool. Social media wizard. I went in. I spoke with them. They were working out of a kibbutz. I don’t know if you know what a kibbutz is. So they’re working out of this small house on this Kibbutz, this small community, where everyone’s in it together. And it was like five people and I get there to the job interview. And I’m like, I want this job. Okay? So they’re like, No, we really don’t have this position anymore. Someone ended up filling it, but we do have a customer service position. So I ended up starting in the company, most people don’t know this. So ended up starting about eight years ago as a customer service rep. one of three at the time, as Trim Down Club was just starting in scaling, I’m talking about thousands and thousands of paid customers a day, and not cheap customers like high paying customers. And our customer support was just hiring like crazy. So then I came in to fill in that void and be one of them. And at that stage, I just worked my way up, you know, hard work and dedication and motivation and just, I said, Look, if I’m going to succeed here in Israel, there’s no better place to do it than to learn Hebrew but also be, you know, positioned in the Western markets and be a globally renowned Eyes brand because all of our businesses, you know, in the US in Europe, it’s not really an Israel, although we’re positioned here, which is great for policy and relationships with the network. So it’s all the hubs in headquarters of Facebook and so forth is about five to 10 minutes from our office. So it’s a benefit, actually. So yeah, I started working there, just move my way up and haven’t looked back since. And we’re just starting to take over the world
Jeremy Weisz
and learn about doing customer support with that volume of people on the frontlines. What were some things you had to handle?
Adam Feldman
templates, templates, templates, scripts, scripts, templates, be prepared. You know that you’re coming into 1000 emails a day. You’re getting calls, you’re getting chats that you can’t hide. So it builds up your ability to deal with pressure, which really helped us we grew the agency
Jeremy Weisz
as a customer service support person, how do you take an irate person or someone wants to cancel and move them in to more of a happiness situation,
Adam Feldman
look, you always have to relate to them and show empathy. I think the main thing is that you need to bring yourself down to their level because they’re in a level of, you know, they’re, they’re expressing hatred, and in most most cases, because unfortunately, direct response doesn’t always bring the best side out of people, especially upsell funnels and cross selling them, which has really been something to talk about over the years in this space is how to tone it down and still convert or still monetize successfully. So it was really bringing yourself down to their level and talking to them one on one at the end of the day, you’re both normal, you know, human beings, you’re both there for to succeed. And my goal, let’s say if I was a customer service rep was to get on their level, show empathy, and then make them into loyal customers because at the end of the day, they signed up for a reason. Maybe something ticked them off, but at the end of the day, they have a pain point and you need to address With a benefit, so it usually worked out.
Jeremy Weisz
Software. What software do you use internally? What do you like? What should people think about using?
Adam Feldman
Look software, a lot of what we have is internally made just because it supports what we do best. So we have a lot of tech built into what we do with the vendor, but most importantly, the agency. So we took it over from the vendor throughout all those years. So we have an r&d team actually in house. So we have many developers and data scientists sitting on the internal payroll that have been with us for five plus years. And this is outside of the leadership team, which I said are great with numbers. So what that really does is provides a balance. So a lot of our systems and methods are built on machine learning, as well as manual management. So it’s just a balance between the two. That really helps us You know, scale to campaigns and even with creative and bringing that information between the team. So it’s a communication thing as well. Also alert systems and understanding when there’s issues with like, there are many cases almost most of the time, I would say the majority, where we know if there’s an issue with a brand’s funnel, let’s say, or marketing before they even know it’s happening. It could be shipping, it could be that their website is down, we usually know it and trigger and call the client and tell them before they know it. So it’s a huge advantage technology, if you use it in the right way. And that’s something that we do well. Another thing it helps with is positioning in terms of the amount of money you have to spend on advertising. So our scientists, data scientists and numbers people, they’re able to break down the lifetime value of a customer, for example, like work with subscription models. So if you don’t know your numbers, you’re not in the game, but if you know your numbers You can optimize and outbid in the auctions. So we’re able to calculate the lifetime value regardless of the funnel. So we have great insight that has been learned basically from being a premium vendor, eight plus years. So that’s the benefit.
Jeremy Weisz
Some of the Israeli companies, you respect the people as you’ve been there that you like,
Adam Feldman
yeah. I love which I was telling you. I think on the other day on messenger, I was telling you about Natural Intelligence. I love what they do. They’re a Natural Intelligence. A lot of people don’t know about them, so shout out to them. They run comparison websites, at scale. So they’ll be on Google search, and Facebook, even in some cases and other places. And they’ll give you let’s say you’re looking for a diet or looking for something on search. They will give you a comparison table of the top 10 diets that match your needs. And it’s a great user experience and it’s like they’re giving you a helping hand. In your search, because you don’t have time to go to 10 different websites when you’re undecided. So they’re helping you there and helping the consumer in real time. And I think that’s great. And that’s probably one of my favorites.
Jeremy Weisz
Who are some others? So I reached out to them after you suggested them. Yeah, I got a response from surprisingly from from Nir Greenberg, the founder, CEO. He goes, I don’t like doing interviews. So I didn’t stop there. Trust me via Nir if you’re hearing this, I’m gonna keep emailing you. But um, what other companies that you respect it most people may have never heard of because they’re not, you know, dialed into the, you know, Israeli startup or, or entrepreneur culture.
Adam Feldman
Yeah, let’s think another one. That’s big. That’s maybe unheard of. Hmm. It’s tricky. You know, my work is in the US.
Jeremy Weisz
Most people would have heard of Mobileye in Israel, or is that not that common? Yeah.
Adam Feldman
You Yeah, but you already said that. So
Jeremy Weisz
yeah, I’m just curious. Because, you know, someone introduced me to Mobileye, I’d never heard of them because they’re just the engine behind fueling and tons of people. You don’t really hear of them in the US of like, Oh, this is Mobileye, you hear of Intel, you hear of, you know, the big car manufacturers. Yeah, but some of the stuff you know, like you said, you’re kind of behind the scenes of some of these brands. Right. And so it’s like, in talent side, like Kendago is kind of fueling this, but people aren’t like shouting Kendago from the rooftops.
Adam Feldman
Look, it depends if you can only work with so many people. So the clients are, but behind the scenes, we’ve always kept it kind of silent or tight lipped. Until now, like now we’re saying, look, we’re at massive hyper growth, we’re going to be hiring, we’re going to be close to 100 plus people soon internally, not just with outsource. So we’ll be close to maybe 200 if you include outsource. So we’re huge at this stage. So we need to make sure that we get the word out there. And be able to funnel the right people in. So that’s the initiative at this stage for me. Um, look, there’s a lot of great Israeli startups. So if you take is Israel in general, its startup nation, you have all of these amazing startups. And I think that’s really the key to people’s intrigue when they hear about Mobileye. So they started, they had this idea, they put it into work, it took years and then boom, Intel, you know, I mean, they just took off, they got bought out, and it was just a huge acquisition. And it’s like, it’s the kind of story everyone wants to hear. It’s like the underdog kind of story. The underdog makes it wins. You know, the championship. Some others that I like that are kind of aiming there would be I don’t know if you ever heard of day to day two is a company that measures your, your parameters or your DNA in your stool, which is kind of really Yeah, they measure your stool in order to lose weight or to understand what you can do on the health side with your life for a healthy lifestyle. So, really company,
Jeremy Weisz
yeah. Was that company that would hire you guys or no?
Adam Feldman
Yes and No, the thing is what we usually shy away from. It’s not all the time we’ve done partnerships. And we’re very flexible with our terms, which is unique for
Unknown Speaker
magazines, video sales letters, so that
Adam Feldman
we can knock it out of the park with them. But the thing is, we usually do, as we said before, look for for brands that are more on the next stage of growth, where we know we have them positioned and they have the teams in place that they can grow with us. Like we don’t want to take something and do all the work like oh, we will run out of resources at our company. So even though we can do it, I prefer to be partnered with someone and take it for many years to come and do it the right way. Mm hmm.
Jeremy Weisz
It’s balance. Adam, let’s point people towards your site in any other places. First of all, thank you Thanks for taking the time. Thanks for going late. I’m sorry to Adams wife. Take me away. So please watch us. And if you’re in Chicago drinks and dinners on me, go to Kendago k e n d ago comm any other places people should learn more.
Adam Feldman
I actually have a great tool I want to share with everyone. Yeah, not even it’s not even my tool, by the way. That’s cool. How do I share it with him now?
Unknown Speaker
Just a
Adam Feldman
way to put it in the chat. Yeah, we’ll
Jeremy Weisz
show I’ll put it in the chat. What is it here?
Adam Feldman
Just share it with you in the chat here that’s private.
Unknown Speaker
Here, see if you see this, I do.
Adam Feldman
Okay, so this tool, I like to give something away for free. I always like to do it. And I don’t speak often on these calls. As you know, it took us so long to get get on together from the time we met. So this tool is a tool that’s native to tabula, and it’s a way To check your titles, your headlines for strength, so you can compare different headlines for different angles or even the same angle. And you can see how it will perform on tabula. But it will also give you a general understanding of how it will perform in terms of click through rate. So CTR so this is a great tool for advertisers, vendors, email marketers that are doing subject line tests. This tool is really underused. I don’t know many people that use it, and it’s something I’ve been using for over a year easily. And it’s a great jumpstart for anyone trying to test messaging because we all know marketing messaging and positioning is really the key to get people to click through and get them to the next stage is all that’s what direct response is. We need people to click through so
Jeremy Weisz
it’s a great read out. I put it in the link. I think it shows up on YouTube for some reason not Facebook, but trends.tabula.com/titles trends dot tabular com slash titles Adam I want to be the first one to thank you This has been awesome I really appreciate it
Adam Feldman
yeah so in terms of website in reaching us because you said that before yeah so you could just reach us pretty easily at WWW dot kendago .com that’s kendago.com You can also reach me even directly on Skype at Adam dot Feldman and then the number nine So Adam Feldman nine I’m always on Skype and email Adam dot Feldman at Kendago.com, pretty simple and don’t shy away. always hear
Jeremy Weisz
very generous of you. Thanks everyone. See you guys
