EP 468: $6M in 2015 Revenue With Health and Wellness Infoproduct with CEO Craig Ballantyne

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 overcome his anxieties using the 5 pillars of transformation and how he managed to make his users stay.

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:

• Show people results. Show them how to consume a product to get the results.
• Having an email list of the target market can boost your revenue tremendously.
• 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