The $1.2B Funnel Strategy Every Brand Should Steal in 2026

大多数人觉得要花十年时间，才能把一个品牌做到年收入一亿美元。

Most people think it takes a decade to get a brand to a $100,000,000 in annual revenue.

但这四个品牌却在三年内就做到了，而且用的都是同一套方法。

Yet, these four brands have done it in under three years, all with the same playbook.

秘诀不是什么独角兽创意、疯狂的产品，或者明星创始人。

The secret isn't a unicorn idea, a crazy product, or a celebrity founder.

关键全在销售漏斗上。

It's all in the funnel.

而且现在出现了两个新趋势，让这一切成为可能。

And there are two new trends that have allowed this to happen.

第一，健康与保健领域正在迅猛发展。

Number one, the health and wellness space is absolutely booming.

人们现在比以往任何时候都更愿意尝试保健品，因为生物黑客、自我优化，以及这个领域的媒体热度都达到了历史最高点。

People are more likely to try a supplement than ever before because biohacking, optimization, and the media surrounding the space has reached all time highs.

消费者对订阅模式的需求也在不断增强。

Consumer appetite for subscription has also strengthened.

人们已经习惯了有规律的生活，而订阅服务能让他们更轻松地持续获得喜欢的产品。

People have been conditioned to want routines and subscriptions reduce friction for their favorite products.

因此，保健品的需求激增，同时新的市场环境也为这种商业模式提供了支持。

As a result, you've seen a demand boom for supplements with new market conditions to support the financial model.

只要客户能长期保持订阅，品牌就愿意花大价钱去获取他们——而这正是我们接下来要分析的这四个品牌所做到的。

Brands can pay huge amounts to acquire a customer as long as they stay subscribed for a significant amount of time, which is exactly what these four brands we're going to dissect have done.

我会为你梳理这个模式，因为它能让你在不到三十个月的时间里实现一亿美元的营收，拆解之后你会发现，它其实出奇地简单。

I'm going to outline this model for you because it's a clear playbook to get to a $100,000,000 in revenue in under thirty months, and it's shockingly simple once you break it down.

这一切都依赖于精准的用户画像漏斗、游戏化的流程，以及极具吸引力的入门优惠。

Everything comes down to persona based funnels, a gamified process, and steep intro offers.

我们来逐一看看每个品牌的漏斗结构，这样你就明白我说的意思了。

Let's examine each brand's funnel so you know what I mean.

我们先从CPG领域最火的品牌开始，它最近以12亿美元被收购，就是Grooms。

And we're gonna start with the hottest name in CPG and recently acquired for 1,200,000,000, Grooms.

顺便说一句，在深入分析之前，我要提一下我用来研究竞品漏斗、分析广告并获取灵感的工具，叫Motion。

And by the way, before we get into it, the tool I use to study these competitor funnels, analyze ads, and take inspiration is called Motion.

这简直是找出爆款、收藏起来、分析自己付费广告最简单的方法。

It's literally the easiest way to identify winners, bookmark them, and analyze your own paid ads.

我靠它把上一家远程医疗品牌YUCA Health在六个月里做到了两千万收入，我真没法再推荐得更多了。

I use it to scale YUCA Health, my last telehealth brand, to 20,000,000 in revenue in just six months, so I could not recommend this thing more.

整个视频里我们都会用到它，所以你肯定会频繁看到它。

We'll be using it throughout the video, so you're probably gonna see it a bunch.

如果你感兴趣，我们会在描述里放上链接。

But if you're interested in checking out, we'll link it in the description for you.

好了。

Alright.

咱们开始吧。

Let's get into it.

Grooms的营销漏斗主要靠两个部分发力。

So Gruns leads heavily into two components in their funnels.

第一是清单式内容，第二是联名推广广告。

Number one is listicles, and two is partnership ads.

因为他们知道，纤维、肠道健康这些宣传点早就人满为患了。

It's because they know that fiber and gut health and all these benefits they promote are highly saturated.

所以他们把推广角度做得特别精准。

So they hyper personalize the angles.

从广告创意就开始了。

It starts with the ad creative.

创作者会用手机自拍的风格讲自己的故事，说Grunz是怎么具体改变了自己的生活。

A creator will tell a story shot on iPhone selfie camp style talking about the impact Grunz has made specifically in their life.

每个脚本都会明确点出目标人群的身份，比如那些便秘的女孩，或者需要营养补充的GLP-1患者。

In every script, they call out an identity for the girls who can't poop or for the GLP one patients needing nutrients.

这个身份会由创作者本人来体现。

That identity is mirrored by the creator.

要么他们自己就是目标用户，要么就是目标用户会信任的人。

Either they are the target audience or they're someone that the target audience would trust.

接下来，广告会把点击引导到一个落地页，几乎从来不会直接跳到Grunz的官网。

Next, the ad sends the click to a landing page, almost never the Groon's actual homepage.

这个落地页要么是软文，要么是清单式文章。

That landing page is either an advertorial or a listicle.

比如‘GLP-1用户最爱的七大好处，除了排便之外’这样的内容。

A listicle is something like the seven benefits that GLP one users love about Groons, parenthesis, besides the poop.

或者‘人人都痴迷格鲁恩、状态超棒的六个理由’。

Or six reasons everyone's obsessed with Groons and feeling their best.

在落地页上，格鲁恩用强烈的利益点文案加上用户见证来增强说服力。

On that landing page, Groons leverages strong benefit driven copywriting with social proof.

比如五星评价的数量、医生推荐，还有销量数据，全都用来推动转化。

Like how many five star reviews they've had, doctor recommendations, and the amount of units sold to drive home the conversion.

但最厉害的还是首页的促销优惠。

But what's most powerful is the intro offer.

‘限时特惠，立减52%，包邮到家’这类话术，像霓虹灯广告牌一样醒目刺眼。

Language like limited time sale and get 52% off plus free shipping lines the page like a flashing billboard.

而且订阅省钱计划比单次购买便宜整整14美元，但随时都能取消。

And the subscribe and save option is a full $14 cheaper than a one time purchase despite being cancelable at any time.

这给消费者创造了一个无法抗拒的优惠。

This creates an irresistible offer for the consumer.

这款产品不仅能直接解决他们的问题，还提供了绝佳的尝试机会。

Not only is this product going to directly solve a problem they experience, but it's a great opportunity to try.

如果不满意，随时可以取消。

And if they don't like it, they can cancel.

三十天后，Gruns才会收取完整的79.99美元，而那时产品已经融入他们的日常，用户根本舍不得放弃。

Gruns then dings the customer the full $79.99 price tag thirty days later, and the product becomes such a part of their routine, they never leave.

这个完整的转化流程，另一个营养品牌也研究过，并照着做了一遍。

This is the exact funnel that another comprehensive nutrition brand studied and brought to life.

Gruns另外做得特别出色的一点，是让产品变得特别容易上瘾。

Another thing Grunz has done an amazing job of is making their product very habit forming.

每天早上剥开几颗软糖吃掉，成了一种很舒服的仪式。

It's a really nice routine to peel up in the gummies and eat them every morning.

整个过程让人很享受。

It's enjoyable experience.

所以这部分加上这些好处，让你根本舍不得因为每月八十块就放弃这个习惯。

And so that part of it as well coupled with all of these benefits means that you really don't wanna break your routine just because it's $80 a month.

它让你感觉很棒。

It makes you feel good.

它让你对每天做的事安心踏实。

It makes you feel comfortable with what's going on.

这么多医生都在用它。

All of these doctors are saying they're using it.

这么多网红都说，这正是他们一直状态很好的秘诀。

All of these influencers are saying this is the secret to them feeling good all the time.

但最关键的是这些机制。

But the biggest piece is these mechanisms.

这点我特别想强调一下。

That's what I wanna call out.

这就是整个销售流程。

It's the funnel.

这是从合作推广，到清单文章，到促销方案，再到用户留存的完整链条。

It's the partnership ad to the listicle, to the offer, to the retention.

对吧？

Right?

正是这套模式让他们能如此迅猛地扩张。

Like that is what allowed them to scale so aggressively.

他们可能曾经有一天点击广告的回报率低得吓人。

They probably had a very bad one day click ROAS.

不过，创始人查德公开说过，他们的客户获取成本与客户生命周期价值比是1比3。

However, Chad, the founder has been on the record saying that they scaled at a three x CAC to LTV.

这到底是什么意思？

What does that mean?

意思是，每花一美元获取一个客户，他们就能赚回三美元的利润。

That means they had $3 of profit for every dollar of CAC that they spent on a customer.

他就是靠着这套盈利模型，把业务做到了极致。

He was able to take that, those unit economics and scale into the moon.

这家伙仅仅用了三年时间，就把公司以12亿美元卖给了联合利华。

The guy just exited this company for $1,200,000,000 Unilever in just three years.

这可以说是补充剂行业最了不起的成功故事之一。

It's one of the most incredible success stories in supplements history.

但更重要的是，它证明了背后的执行能力确实到位。

But more importantly, it shows like the underlying execution was there.

这个产品其实他们已经做了整整十年。

This is a product that a g one has been making for a decade.

结果他们只是把它改成了软糖形式。

And they just turned it into a gummy.

我可不是说他们就只做了这一件事，但总的来说，大概就是这么回事。

Now, I'm not gonna say that's all they did, but generally speaking, that's kinda what happened.

他们把产品做成软糖，再加上超强的执行力——也就是我们刚才提到的那些关键要素——最终让公司以12亿美元被收购，年收入达到了3亿美元左右。

They turned it into a gummy, and because they were so good at executing, which was the components that we just outlined in everything we just talked about, they were able to exit this company for $1.2 They're doing around $300 of annual revenue.

他们之所以成为各个品类销量第一，就是因为直接瞄准了目标人群说话。

They're the number one selling supplement across every single vertical because they speak directly to personas.

这可不是简单地说，你要是用GLP-1，就得补点营养。

It wasn't just like, oh, if you're on a GLP one, you need to cover your nutrients.

而是说，这是对肠道健康最好的选择。

It was this is the best thing for your gut health.

这是40岁男性掌控自己健康的方式。

It was this is how men are taking control of their health at 40.

他们针对的用户画像远不止我刚才说的那两种。

Like, the amount of personas they're running did not just stop at the two I listed above.

大概有三四十种不同的用户画像在同时运作，每个创作者的样子都像在跟目标人群说话。

There was probably like 30 to 40 concurrent personas they're running with the creator looking like the person that they're speaking to.

落地页上的文案也极其精准，直击那些人的具体困扰。

The landing page having extremely specific copy about that person, about the challenges that they're facing.

再加上一个让人无法拒绝的优惠方案。

And then again, paired with this irresistible offer.

怎么让你先试用，养成习惯，然后根本舍不得离开。

How do we get you in, form the habit, and then you never wanna leave.

所以，格伦斯就是靠这套方法，在三年内把业务快速做大，取得了惊人的成果。

So that's what Gruns did to scale this business so fast and reach an incredible outcome in three years.

最疯狂的是下面这一点。

And here's the crazy part.

这个完整的营销漏斗，另一个综合营养品牌照搬了，只是换了个颜色而已。

This is the exact funnel that another comprehensive nutrition brand studied and brought to life just in a different color.

我们来聊聊IM8。

Let's talk about IM8.

丹尼·杨在2025年推出了IM8，仅仅一年就做到了一亿美元的营收。

So Danny Young launched IM8 in 2025, and in just one year has reached a $100,000,000 in revenue.

它和格伦斯有很多相似之处，但有一个关键区别。

There are a lot of similarities to Gruns, but one key difference.

那就是他们大量用了顶尖达人和名人。

Their use of high performers and celebrities.

IM8走的是更偏科学背书的路线。

IM8 went with more science backed positioning.

他们对这款配方进行了测试，开展了临床试验，因此赢得了那些只愿为身体选用最佳产品的消费者的信赖。

A formulation they tested, ran clinical trials on, and as a result, is trusted by people who would only put the best in their body.

不过，他们的销售漏斗结构与前者几乎一模一样。

However, their funnel architecture is very much the same.

通过知名创作者授权合作广告，打造与产品主张高度契合的软文推广。

Partnership ads whitelisted through thought later creators into an advertorial that matches the benefits that are being pitched.

他们的文案里有一处特别值得注意的地方。

Here's something super notable about their copy.

它告诉消费者：这不是你的错。

It tells the consumer it's not your fault.

你出门旅行时感觉不舒服，这不是你的错。

It's not your fault you feel off when you're traveling.

你需要一个像在家一样稳定的日常成分来维持状态。

You need a consistent component to your daily routine that you have at home.

你下午两点感觉胀气，这也不是你的错。

It's not your fault you feel bloated at 2PM.

这是一个很少人知道的问题，而我们能帮他们解决。

It's a little known cause that we can help solve for.

由于IM8配方既有科学依据，又含有多种营养成分，他们几乎可以针对任何问题进行推广。

And because the IM8 formula has both scientific backing and a broad set of nutrients, they can essentially market to any challenge.

脑雾、下午三点的疲倦感、肠胃状态不稳定。

Brain fog, 3PM energy crash, inconsistent gut health.

这些问题他们都能解决。

They solve for all of it.

现在不只是他们的付费流量表现优异。

And now it's not just their paid traffic that's excellent.

IM8还推出了大幅折扣，推动用户订阅。

IM8 also introduces a steep discount to push subscription.

但更吸引人的是，他们还赠送礼品。

But even more so, they offer free gifts.

他们把这些赠品的价值标为80美元。

They price anchor these gifts as $80 of value.

它有点泡沫多。

It's a little frother.

他们还附赠搅拌杯、水瓶，再加个延长保养包，反正就是些小东西。

They include a drink mixer, a water bottle, they have a little longevity pack, whatever it is.

把这些东西打包进去，还标榜成80美元的免费价值。

And they include these things, and they price anchor them as $80 of free value.

他们把产品价格拆成每天多少钱来算。

They articulate the cost of their product in dollars per day.

这种定价策略让你觉得占了大便宜，哪怕单看一包粉末，其实价格并不低。

This price anchoring makes you feel like you're actually getting a steal, even though the product might be a little expensive for just a packet of powder.

他们另一个巧妙的做法是，宣传月付价格，但实际上首次购买必须季付。

Another interesting hack they do is they show a monthly price despite needing to pay quarterly for their welcome offer.

这有点障眼法的意味，但确实大幅提升了客单价，让他们能承受更高的获客成本。

It's a bit of smoke and mirrors, ultimately it drives huge AOV boost which allows them to absorb higher acquisition costs.

一旦你养成了三个月的使用习惯，基本就不会取消了。

Once you have someone's routine for three months, it's very likely they never cancel.

他们不仅点出了你的问题，建立了信任，还制造了紧迫感，这一切都是为了提升用户留存率和客户终身价值。

So not only do they name your problem, build trust, and create urgency on the offer, but it's all engineered to boost retention and higher customer lifetime value.

注意看，这两种模式其实非常相似。

Notice how similar these two models are.

通过个性化漏斗引导用户接受一个无法抗拒的优惠，然后再用各种手段提升留存。

Personalized funnel into an irresistible offer, and then they hack the retention.

但让IM8令人震惊的是，他们同时在投放多达1200条广告。

But what's staggering about IM8 is that they are running 1,200 ads at a given time.

要同时运作这么多广告创意，这数量简直太疯狂了。

This is truly an insane amount of volume to be running ad creative towards.

但只有在ROAS极低的情况下，这种操作才可能实现。

And it's only doable if you are able to scale on a very, very, very low ROAS.

所以这些品牌才拼命推高客单价、设置超低价的入门优惠，好靠庞大的订阅用户池来回收这部分成本。

Again, that's why these brands are pushing high AOVs, steep intro offers, so they have a massive subscription bank to recover a lot of that revenue.

而IM8的做法和Grun很不一样，他们大量使用了名人代言。

Now what IM8 has done, which is a lot different than Grun's, is the use of celebrities.

他们请了扬尼斯·阿德托昆博。

They've got Giannis Antetokounmpo.

还有网球选手萨巴伦卡。

They got Sabalenka, the tennis player.

大卫·贝克汉姆的代言影响力确实巨大。

Obviously, the David Beckham cosine is huge.

这是因为他们的产品更偏向科学驱动。

And that's because they went with more of a scientific based product.

这挺有意思，因为Grun的成功更像是简单粗暴地推出一款AG1软糖。

This is interesting because Grun's obviously had success as sort of like a, hey, we're just AG one and a gummy.

IM8则想在产品形态上走一条完全不同的路。

IM8 wanted to go a completely new route in terms of the form factor.

他们想说：我们打造了市面上最全面、科学依据最扎实的粉剂配方。

They wanted to say we developed most comprehensive, most scientifically backed formulation of a powder that we could.

那这有什么不同呢？

Now why is that different?

因为他们注意到，当AG One的绿色粉末味道不好时，市场上就出现了一个空白。

It's because they saw the white space that happened when AG one was bad tasting greens powder.

Grunz随后把全面的营养成分做成了软糖。

Gruns then took in the comprehensive nutrition and turned it into a gummy.

但真正有趣的是，仅仅占据一种颜色竟然能有这么大的威力。

But what's really fascinating is how powerful it is to simply own a color.

IM8是红色的。

IM8 is red.

非常非常红。

Very, very red.

他们彻底占有了红色这个颜色。

They own the color red.

Grunz则掌控了绿色。

Grunz owns the color green.

他们直接拿走了Grunz所有的功效组合，然后彻底反转：不再是那个活泼的熊，而是变成了医生推荐的产品。

They literally took all of Grunz's benefits stack and then flipped it to be instead of it was a playful bear, now it's a doctor recommendation.

不再是那种模糊又活泼的字体，现在换成了一种非常高端的衬线字体。

Instead of a blurry playful font, now it's a very, you know, high end serif.

对吧？

Right?

他们 basically 把 Grunz 的整个风格彻底反转了，变得特别可信，还请了一堆运动员代言，包装成营养粉，用的完全是同一套打法。

Like they basically just twisted Grunz to be like very very trustworthy, threw a bunch of athletes into it and throw it in a powder, and they're running the exact same playbook.

这为什么重要？

Why is that important?

因为这就是标准操作流程。

Because this is the playbook.

现在所有人都在这么干。

This is what everyone is doing.

对吧？

Right?

只要你能把产品形态稍微调整一下，找到一个没人用过的颜色空白点，再打造一个竞争对手没碰过的独特定位，这种营销路径里头藏着巨大的机会。

Like if you can just take your form factor, twist it, find a little bit of white space with some color, and find a unique positioning that the other brand didn't do, there's immense opportunity in running these type of funnels.

联盟广告、落地页、高吸引力的入门优惠，还有高额的订阅收入。

Partnership ads, the landing pages, the steep intro offer, the high subscription revenue.

这就是整个模式。

Like this is the model.

你还需要有80%到90%的毛利，才能撑得住前期获客的亏损，再靠用户终身价值回本。

And you also obviously have to have around an 80 to 90% gross margin to support the initial loss leader on the acquisition and then recuperate through lifetime value.

下一个品牌Mars Men，你会看到类似的做法，只不过加了点新花样。

You'll see something very similar, but with a new twist in our next brand, Mars Men.

你看，Mars依然主打清晰的身份认同型前端内容。

See, Mars still leans into the clear identity based top of funnel creative.

比如‘你爷爷60岁时的雄性荷尔蒙都比你35岁多’，他们还明确树立了一个对立面。

Stuff like your grandpa had more testosterone at 60 than you do at 35, and they also portray a clear enemy.

他们说，让你肚子上长顽固脂肪的，是皮质醇，不是你吃得不好。

Pointing the finger at cortisol is the thing making you gain stubborn belly fat.

根本不是你饮食有问题。

It's not your bad diet.

没错。

Right.

他们把所有流量都引到清单式文章、测验式转化路径和软文广告上。

They send all their traffic to listicles, quiz funnels, and advertorials.

文案简直太棒了。

And the copy is incredible.

他们还会问你一些问题，比如：照镜子的时候，你看到的是谁？

And they ask you questions like when you look in the mirror, who do you see?

其中一个答案是：你爸。

One of the answers is your dad.

想想看，这有多戳人心。

Think about how emotionally tying that is.

一个35岁的男人，不想在镜子里看到的是自己老爸。

A man at 35 doesn't wanna look in the mirror and see his dad.

他想看到的是自己。

He wants to see himself.

他希望实现自我价值。

He wants to have self actualization.

他想让自己状态最好。

He wants to feel his best.

他本该处于人生巅峰。

He should be in his prime.

他不想在镜子里看到一个六十岁的男人，不想看到自己未来的模样。

He doesn't wanna see a 60 year old man or the similarities or the future path that he's going reach as that 60 year old man.

他想感觉自己正处在人生最好的时候。

He wants to feel like he's in his prime.

这其实就是火星品牌想传达的意思。

And that's essentially what Mars is saying.

他们说的是：你看，你已经下滑了。

They're saying, look, you slipped.

你不再处于巅峰了，但我们能帮你重回巅峰。

Like, you're not in your prime anymore, but we're going to help you get there.

对吧？

Right?

这就是帮你达成目标的路径。

Like, this is the path to help you get there.

这个测验出乎意料地长。

The quiz is shockingly long.

我觉得至少有三十道题。

Like I think it's at least 30 questions.

每一道题都直接关联到大多数男性都会遇到的具体问题。

And every single question is directly tied to highly specific problems that most men face.

下午两点你是不是容易烦躁？

Are you feeling irritable at 2PM in the afternoon?

你是不是半夜总得起床上厕所？

Do you wake up to pee too much?

这些都是每个男人很可能都会经历的事情。

It's all stuff that every single dude is probably gonna experience.

对吧？

Right?

而且这种文案确实特别能打中人心。

And the copy really hits in that way.

我觉得这些男性内容的语气也很有意思。

I also think what's fascinating about these guys is the tone.

他们说话特别随意。

They are very casual.

他们很清楚自己面对的是纯男性受众，尤其是那种喜欢听播客、年龄在三十到五十岁之间的普通男人。

Like they know that there's talking to strictly men, particularly like probably a barstool type like bro y like anywhere from 30 to 50 year old like guy who what listens to podcasts.

对吧？

Right?

说实话，他们还用漫画、动画，还有各种各样的表情符号，全都特别接地气。

And honestly like they use cartoons, they use like animations, they use all these different very very casual these emojis in their stuff.

这完全不是那种正经八百的科学风品牌。

Like it is not a scientific IM8 style brand.

特别接地气。

It's very approachable.

就像你那个挺幽默的朋友，他们想营造的就是这种语气。

It's it's like your boy that's kinda funny is almost like tone they're trying to strike.

我觉得这招特别管用，因为男人根本不想听医生唠叨。

I think that's actually super effective because guys don't wanna listen to doctors.

他们不想听什么权威人士讲大道理。

Like they don't wanna listen to, you know, a lot of thought leaders.

就是普通男人。

The average bro.

对吧？

Right?

我说的不是那种健身达人或者生酮高手，而是那种普通男人——可能觉得自己状态下滑了，饮食作息有点乱，肚子上开始长肉。

I'm not talking about the optimizer, the bio hacker, but like the average guy who may feel like his test is slipping, may feel like, you know, he's making some mistakes with his diet and his nutrition and he's getting some belly fat.

这种人其实只想有人给个靠谱的建议，而不是一上来就骂他蠢。

That guy probably wants to just have someone point him in the right direction, but not tell him he's an idiot.

不是那种居高临下的态度。

Not me condescending.

所以这就是火星品牌最厉害的地方，他们的文案和整体定位把这种语气拿捏得刚刚好。

And so that's what's so striking about Mars is they've really nailed that tone with their copy and their kinda overall branding and positioning.

另外一点我觉得特别有意思的是，男人从小就被教育要忍着，别抱怨。

And then the other thing that I think is fascinating is men are told to suck it up and never complain.

而火星以朋友的身份来找他们，不是医生，是朋友。

So when Mars comes to them as a friend, it it's not a doctor, it's a friend.

他们第一次感觉被真正理解了。

It does feel like they're being seen for the first time.

所以这个测试这么长，其实一点都不奇怪。

That's why this quiz being so long is actually not that surprising.

虽然看起来违背常理——谁会不赶紧把人推过转化漏斗呢？但一旦用户填完，他们的意愿强度简直惊人。

Even though it's counterintuitive to not rush someone through a funnel, once they complete it, the amount of intent is incredible.

对吧？

Right?

如果你做完这个测验，Mars 把你转化成客户的概率大概在百分之七十到八十之间。

Like if you go through that quiz, Mars probably converts you anywhere from like a 70 to 80% clip.

这我一点都不觉得意外。

I would not be surprised.

一共有三十道题。

It's 30 questions.

只要你做完了，基本上就会下单了。

So like if you complete it, like you're you're gonna buy.

等到他们走到结账这一步时，又使出了我们之前见过的那套手法。

Once they get to that checkout step, they do the same thing that we've seen before.

就是 IM8 那种风格。

IM8 style.

送你一些免费赠品，额外加值。

Here's free gifts, added value.

总共价值八十美元。

It's $80 of value.

而且首单五折，让你毫不犹豫地下单。

And 50% off your first one to just go with it.

对吧？

Right?

这种套路我们得看到多少次才能明白呢？

Like, how many times do we have to see this before we understand?

这种策略让品牌能在短短十八到二十四个月内做到一亿美元的规模。

Like, this this is the tactic that allows brands to scale to a $100,000,000 in just eighteen, twenty four months.

对吧？

Right?

划掉原价制造了折扣的错觉，他们还更进一步，搞了个抽奖活动。

The slash through pricing creates the illusion of a deal, and they even take it a step further with a sweepstake style.

这是你赢取苹果手表的机会。

This is your chance to win an Apple Watch.

这套打法其实非常简单。

The playbook is remarkably simple.

对吧？

Right?

比如那种主打功能和利益点、非常具体、基于用户画像的营销方式，像什么清单文章、测试漏斗、还有软文广告之类的。

Like feature and benefit driven, highly specific, persona based marketing, going to listicles, going to quiz funnels, going to advertorials.

大多数品牌在这里都会犯大错，我真的没法跟你们说，我每周、每天都看到这种情况。

Where most brands massively falter, and I literally can't tell you guys how much I see this every single week, every single day.

如果我因为某个原因点击了广告，结果你把我带到一个跟那个广告完全无关的落地页，不管广告里说了什么、承诺了什么，你觉得这会对客户体验造成什么影响？

If I click an ad and I click it for a certain reason, and you send me to a landing page that is not about what that ad did, what that ad said to me, what do you think that does to the customer experience?

反过来，如果你的广告特别能勾起好奇心，直接点出我的身份和我正在经历的痛点，建立一定的信任感，并告诉我：我以前失败过，但这次有个独特的机制能真正解决问题。

Now on the flip side, if you have an ad that is very curiosity provoking, speaks directly to my identity and a problem that I'm experiencing, delivers some sort of trust, tells me that the promise of a, you know, I failed before and now this is the unique mechanism that's gonna solve my problem this time go around.

那我一准会点进去。

Well, gonna I'm click it.

点进去之后，你就有机会通过那种清单式的内容，引导我完成测试。

And when I click it, you have an opportunity now to present this listicle to take me through the quiz.

这样的体验非常连贯自然。

And that's a congruent experience.

你明白这有多强大吗？

You see how much more powerful that is?

你得保持前后一致。

Like, you have to keep it congruent.

然后他们直接把你带到商品页面。

And then they send you to the product page.

对吧？

Right?

他们根本不是慢慢带你走完这个流程。

It's like they don't just rush you through this thing.

现在我们往往只顾着快速促成转化。

We're also optimized these days to just grab the conversion.

我亲眼见过。

I saw it.

我的意思是，做抖音小店的时候，本来就是这个道理。

I mean, when we were doing TikTok shop, that's the whole point.

就是尽量减少购物过程中的障碍。

It's like eliminate friction in the buying process.

不过，我觉得我们现在反而在倒着走。

However, I actually think we're starting to reverse that.

你看到那些主打订阅制的品牌，都在前期花大量精力做推销了。

And you're seeing all of these heavy subscription brands do so much of the upfront selling.

在你下单之前，他们就让你充分认同，从心理上提升了你的长期忠诚度。

So much of the buy in before the conversion that psychologically, they're boosting your long term loyalty.

你会一直留在他们这边，因为你相信他们说的话。

You're gonna stick with these people because you believe in what they said.

你相信他们当初卖给你这个产品的理由，所以你愿意给它六个月时间。

You believe the reason you got sold this product and so you're gonna give it six months.

你会认真对待他们给你的那些使用建议和营销指导。

You're gonna lean in and actually listen to some of the marketing instructions that they're gonna give you.

但这不是在评价这些产品到底有没有效。

Now this is not a commentary on if any of these products are effective.

我对这个没什么看法。

I have no opinion on that.

我只试过格伦的。

I have only tried Grun's.

我觉得还不错。

I like it.

我不太确定它有没有效果。

I don't really know if it's working.

我不在乎。

I don't care.

我只是在谈它如何快速达到这样的收入水平。

I'm just talking about the effectiveness and the ability to reach these levels of revenue very quickly.

在进入最后一个品牌之前，我想再强调一下。

Before we move on to this final brand, I did just wanna say again.

我能找到这些信息并分析得这么透彻，是因为我是Motion的重度用户。

The reason I'm able to find this information and dissect it so effectively is because I'm a power user of motion.

Motion 绝对是我用过最棒的创意分析工具。

Motion is by far my favorite creative analytic tool on the planet.

我用他们家的产品已经五年了。

I've used these guys for five years.

所以当他们来找我合作做这个播客时，我简直高兴坏了。

So when they reached out to partner about the podcast, I was over the moon.

我从来没跟谁这么合拍过，因为你得懂点击率。

It's like I've never had more synergy with somebody because you have to understand hook rate.

你得明白视频的平均观看时长是怎么回事。

You have to understand how would the average watch time is of a video.

你在 Meta 上花几个小时自定义的那些数据指标，他们平台直接就给你做好了。

Basically, all these metrics that you'll spend hours creating custom in Meta, they just have built into the platform.

不仅如此，你还能做竞品分析。

Not only that, you can do competitive research.

而且它还会分析你所有的广告，告诉你哪些有效、哪些没用，还能给你推荐可以测试的新创意和新钩子。

Not only that, it's gonna take a look at all of your different ads and tell you what worked, what didn't, Opportunities to test, new hooks to test.

这简直就是请了个年薪十二万的创意策略专家，还全是软件做的。

Like it's it's literally having a built in creative strategist who's like a 120 k a year just as a software.

这个新的AI助手，真的太能打了。

The new AI agent, it reps.

我对他们的好话怎么说都不够。

I can't say enough about these guys.

要不是有它，我根本不可能在这么短的时间内完成这项分析。

It's the only reason I was able to run this analysis in a reasonable amount of time.

我要是自己反复翻Meta广告库，估计早就崩溃了。

I went through Meta Ads library over and over again, I would have probably lost my mind.

所以这就是我毫不掩饰的推荐。

So that's my shameless plug.

我超爱Motion。

I love motion.

他们真的太棒了。

They're fantastic.

再次提醒，链接在简介里。

Again, gonna be in the description.

你们一定要去看看。

You should check them out.

这工具真的特别棒。

It's a fantastic tool.

价格也很合理，如果你在Meta上真金白银地投广告，这简直是不二之选。

Also very reasonably priced like no brainer if you're someone spending real money on Meta.

好了。

Alright.

咱们来聊最后一个品牌。

Let's get into the last brand.

我要说的第四个品牌是Create Wellness，记住，这里的策略会非常简单。

So the fourth brand I wanna talk about, and remember the playbook is going to be remarkably simple here, is Create Wellness.

这个品牌正是靠着我刚才说的那些方法，实现了年收入一亿美元。

So they are the fourth brand that reached a $100,000,000 in annual revenue with those exact same frameworks I just discussed.

和我们之前提到的三个品牌一样，Create 也大量依赖合作广告，用 iPhone 拍摄类似 TikTok 风格的内容，主打 GLP-1 相关的益处，推出高吸引力的入门优惠，以及限时折扣的营销话术。

And like our other three brands, Create leans heavily into partnership ads, shot on iPhone TikTok style content, GLP one adjacent benefits, steep intro offers, and a limited time discount messaging.

他们还强调三个月的用量，并通过文案鼓励用户坚持使用。

They also emphasized the three months supply while utilizing copy that pushes customer to stick with it.

他们把在订阅收入上取得的成功，转化成了大规模的线下零售渠道合作和一轮巨额融资。

And they leveraged their paid success in subscription revenue to land massive retail distribution and a huge funding round.

Great 这家公司已经这样做了好几年。

Great has done this for years.

他们很好地抓住了肌酸的趋势，同时还调整了产品形态，让它变得特别容易接受。

They capitalized on the creatine trend well, but they also adjusted the form factor to mirror something super accessible.

从策略上看，他们几乎完全复制了我们之前讲过的那些品牌的模式。

Strategy wise, they've done pretty much the exact same style as all these other brands we've covered.

他们特别擅长借助教练这类意见领袖来推广。

They lean into thought leaders like coaches.

他们也广泛邀请不同领域的医生背书。

They lean into different doctors.

他们把各种关于肌酸的科学说法整合起来，做成短视频，再和那位创作者合作推出推广内容。

They lean into all of this different science about creatine, and they package it into a short form ad, partnership ad with that creator.

就是这样。

Voila.

瞧好了。

There you go.

你会被引导到一个落地页、清单文章或者软文广告，那里的文案会和广告里承诺的好处完全对得上。

You get sent to a landing page or a listicle or an advertorial where the copy is going to match up with the benefits and the promise that you were given in that ad.

这种一致性，正是这段视频的核心所在。

This congruence is the point of this video.

如果你看到这里，或者正在听音频版，我希望这一点能成为你最重要的收获——特别感谢收听我们Spotify和Apple播客的听众。

I want that to be the number one takeaway you have if you watch to this point or if you're listening on audio, shout out to our Spotify and Apple podcast listeners.

请给个评价吧。

Please leave a leave a review.

记得给个评价。

Leave a review.

还没订阅的话，请点个订阅吧。

Subscribe if you're not, please.

Sweat Equity 播客。

Sweat Equity Podcast.

我们每周都免费为大家制作内容。

We do this for free for y'all every week.

所以我们只希望你们能遵守这个小小的约定。

So we just need that's our only gentleman's agreement.

我们只需要你们在评论和评分上给一点支持。

We just need a little bit of support on the reviews, comments, etcetera.

好的。

Okay.

总之，就是一致性。

Anyways, congruency.

漏斗的一致性。

Funnel congruency.

整个漏斗里，你的信息、品牌调性和促销内容都得保持一致。

It should be the same message, the same identity, and the same offer throughout your entire funnel.

如果你能做到这点，再配上一个吸引力强的入门优惠，把用户吸引进来，打造一个让人上瘾的产品。

If you can achieve that, if you can get a steep intro offer, if you can get them in, make a habit forming product.

对吧？

Right?

这部分工作很多都是靠邮件营销来完成的。

A lot of this is done in your email marketing.

不过那又是另一个话题了。

I that's another video entirely.

但总的来说，你就是隔一阵子发个消息提醒他们：别忘了拿你的东西。

But generally speaking, I mean, you're just gonna ping them every now and then and be like, hey, don't forget to take your stuff.

这才是正确接收的方式。

This is how to take it well.

这才是得体的做法。

This is how to take it properly.

如果你遇到这种情况，就这么做。

If you're experiencing this, do this.

邮件营销嘛，没那么玄乎。

Email marketing is, you know, a little less black magic.

但获客这部分，要保持漏斗一致。

But the acquisition piece, congruent funnel.

对吧？

Right?

你要打造基于身份、基于用户画像的漏斗。

You have identity based, persona based funnel.

落地页或者清单文章，要和广告里说的一模一样，只是再深入一点。

You have a landing page or a listicle that mirrors exactly what you said in the ad but goes a little bit deeper.

再加上社会认同，比如医生推荐、名人背书。

And besides the social proof, trusted by doctors, trusted by celebrities.

如果是服装类产品，照样可以这么做。

If this is apparel, you can still do this.

对吧？

Right?

比如经典的纯棉T恤，你知道的，美国好多爸爸都靠这种T恤遮肚子。

Like, know, true classic tees or whoever the hell like, you could be like, this is why, you know, dads across America are are hiding their tummies with true classic tees.

其实根本不需要是保健品，这点很清楚。

Like, it doesn't have to be a supplement to be very clear.

社会认同并不只限于医生或者权威人士。

Social proof is not something that is limited to doctors or thought leaders.

而是任何你愿意听从的人，比如网红。

That's influencers or anyone that you would listen to.

关键是把这些原则用到你的转化漏斗里。

It's more so like take these principles and throw them in your funnel.

如果没效果，评论告诉我我是个傻子。

If it doesn't work, comment and tell me I'm an idiot.

我真的希望有人能证明我错了，但这么大规模的品牌，我们从没见过这么高的成功率。

I I I like I would love to be proven wrong, but we have never seen this level of success from brands at this scale.