Simon Devlin
speaker
125 appearances
1 recordings
1 series
first heard Dec 2024
last heard Dec 2024
Simon Devlin’s voice in public audio — every appearance, attributed to the second.
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Appearances
Now, 90% of the time they go, all right, I'll keep it. They'll keep it, right? Yeah. But that experience and engagement they have not experienced before and it completely changes the model. And we took that business from literally zero to now doing, you know, over a million dollars a year in a couple of years.
And now we're adding in the true continuity program, which is our new thing, which is a cigar of the month. So at this point that, that online, if there's no continuity, that's just a straight. Yeah. So we, so we have an offer that we send out every week, which is called the weekly Ligador, which is, so Ligador means master blender. Actually, most people, cigar people don't know that. Yeah.
It was kind of a name I was looking for a name. Spanish for master blender. It's called Ligador, which is a seven or eight stick offer. And we will throw in a couple of other things with it as well. And it changes every week. And, you know, people, we just send that out and we go deep on the stories behind all the cigars as well.
Like not just going, this cigar is like this and it tastes like this. No, we do the storytelling, right? Yeah.
um and that just changes everything so now we are now launching the continuity program which is called uh family of the leaf so joe joe's always talking about brother leaf you're a brother of the leaf or fellow brother of the leaf or sister of the leaf um so we're creating family of the leaf which is the which is the cigar box a month which you sign up for with three different levels and um and that's launching early next year as well so that's cool you're the price
points will be those three levels yeah so um so we we need to really finalize it um but i think it'll be 197 297 and 597 that's a monthly or quarterly monthly people have 597 a month in cigars do you know what cigars in australia are crazy expensive like because the tax is really really high like your average cigars you know 50 60 70 dollars really yeah yeah i had no idea yeah
So, yeah, you got to really love them. But mind you, the average wage in Australia is a lot higher than it is in the U.S. What's your margin on that? What should I say? Maybe not. I don't know. Yeah, it's reasonably healthy. Let's just say that.
Okay. Experience engagement. So we write it as a Venn diagram because they are overlapping circles. You know, what becomes part of your experience engagement becomes part of your return path, becomes part of your offer. And the bigger you make those circles, the closer they come in together and the faster they spin and throw off cash. You know, so it's experience, return path, and offer.
And once you start laying that framework over your business in terms of retail or hospitality, and in fact, a number of my friends who have other businesses, they're like, no, no, no, mate, this works in everything. But that's what I know. You will just be picking the diamonds out because you realize where you can tweak things. You know, oh, we actually do experience reasonably well
But now I know why that person is amazing and that person is not. So we need to find some more of those people. Or, okay, I have great experience and engagement. I have a good offer, but I don't know where my customers are coming from. So, okay, I need to put a membership in it. So that's the other thing too. I'm always saying to people, don't think subscription. Think membership.
There's a difference. You know, you can subscribe to something and turn it on and off. But with a membership, the pain of disconnect is greater because you're actually got to be part of something. So we actually have something called the Lifetime Value Pyramid. So the idea is obviously the money is in the list, right? But it's actually the money is actually not in the list.
It's in your relationship to the list, right? Experience and engagement is what changes that. So at the top, we have customer and client. So at the top, we have list, which is really cold. No one wants to say like, hey, Russell, he's on my list. Let me introduce him. Customer and client. Then we have herd. Then we have tribe. Then we have community.
And finally, we have the richest vein, which is what we call BFMs, which is business family members. So you're part of the ClickFunnels family. you're part of the magnetic marketing family. And it's where they not only feel like that, but they're treated like that as well. It's where they identify like that. I mean, your funnel hackers, they're your BFMs.
And they're the most hyper-responsive to your offer is where you could get them into BFMs. And it's the experience engagement circle that pushes them down that path.
Yeah, I said to a mate of mine, he had a purely online, actually a guy that I met, had a purely online business. And I asked him, and it was reasonably sizable, I said, how many people do you have in customer service? And he said, I have four. And I said, what do they do? And he's like, I mainly answer calls, what's happening with this? How does that feel? You know, all the rest of it.
And I said, oh, how quickly do you ship? And he's like, oh, we ship within two or three days. And I'm like, okay, take your two best customer service people, And just have them call every single person on their first order and do this lifetime value call, this welcome call. And then fire the other two people. Solve all your problems. Because you don't need them anymore.
Because you're not going to get the inbound. because they're like, oh, wow, like I already know what's happening. You know, plus I said, get all your people, put them into your warehouse and get to shipping same day. People think that Amazon win because of price. It's not. Amazon worked out and they actually got it from really the company that bought Zappos, but they worked out
They needed experience and engagement, but the best way for them to do that was to get the product to someone as quickly as possible and make a no questions returns policy. They were the two things that actually matter more than price. And, you know, that makes, so people don't need to compete on price all the time. They just need to compete on customer service and speed of delivery.
That's so cool. That's it.
Yeah, so the book officially comes out in February. Um, it's, uh, if you go to simondevlin.com forward slash book, or you can actually go to the two legged stool book.com, um, either one, um, you can, uh, start, uh, ordering a pre-copy. And if they're down in Perth, they can order some cigars or come to the shop and, Absolutely. Upgrade to the top level of membership.
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