Here’s a challenge for you: how do you market a product when you have the regulation of the FDA overseeing everything. Can’t talk about how the product will make you feel, how it can impact your day to day. Even customer reviews have to be monitored. This is the marketing challenge that Reggie Black and Better Way Health have. The brand sells supplements to support and maintain a healthy immune system. Reggie reveals how he has grown Better Way Health into a thriving business, with their flagship beta glucan product.
In this episode, Reggie shares:
Show Highlights:
1:34 How Reggie become CEO from an IT consulting role
5:02: The cause of the downturn to 25% of revenue from 2 years prior
16:55: The marketing challenge of beta glucan
18:41: How Reggie educates customers on how to get the most from beta glucan
28:34: Better Way Health's 2020 strategy
Gen Furukawa[00:01:47] thanks for joining today. We have Reggie Black, who is the CEO of Better Way Health, and I've taken a look at Better Way Health. I think what you're doing Reggie is really exciting, but can you just explain a little bit about what Better Way Health is?
Reggie Black:[00:02:03] Yeah, absolutely. So. Online eCommerce, obviously right. And, we specialize in health supplements, specifically one product. Our flagship product is called beta glucan, and it is an immune system booster. Most people have never heard of beta glucan. But it's actually the most studied natural immunomodulator on earth.
There's like 175,000 published studies on beta glucan on pub med. So it helps make your immune system smarter. And that's really what we've chosen to focus on and build a brand around. Is that, that particular ingredient in product.
Gen Furukawa[00:02:39] I haven't taken a look at the Google trends, but imagine that there's been no other time in probably human history where the immune system and boosting the immune system has been so, so much at the forefront of what we're thinking about
Reggie Black:[00:02:52] yeah, we've been screaming immune system for the company's been around like 20 years and been talking to people about the immune system, but never until March of 2020. Was it so prevalent? And then, you had somebody like Dr. Oz back in March also mentioned, Hey, beta glucan is really important. And, as soon as that happens and he says those magic words, it's like the company and brand really started getting a lot of, of.
Publicity and people looking and finding us. And everybody's just concerned about immune system now.
Gen Furukawa[00:03:22] Yeah, absolutely. So if you wouldn't mind, can you just take us back to 2010? So you said that Better Way Health has been around for 20 years, you actually joined in the IT department. And now you're the CEO and proud owner of Better Way Health. Can you explain how that transition went? Where. You started as a happy employee and now the proud owner of this brand.
Reggie Black:[00:03:51] Yeah, absolutely. That'd be happy to. So when I started working in 2010, very ende of during Christmas time, I remember coming in to try to help them figure out some of the IT issues that they were having. we just, we just started, I personally was like, Let's dive in, let's fix all this stuff and let's help.
And they were having some really big issues. And, we, we worked through them. It was right around Christmas time. I remember we're working, you know, early mornings, late nights, we took Christmas off and then, just. Right. It picked right back up on the 26th and started getting everything kind of systematized and back in order.
And I stayed on board for probably the next year and a half, two years as just, with a, with a retainer as an IT guy to help update the website and things like that. but as things progressed with the company, Then there was an opportunity when somebody left a few years later where the two owners of the business asked me if I would be willing to come on board and help try to run the company, it had really gone in a bad direction.
And it was doing about, I'm trying to think of 25% of what they had just done, like, you know, two years before. sales were going in the wrong direction. So it was yeah, kind of a hail Mary. And, the owners were like, Hey, if you want to come on board and see what you can do, we'll give you a small ownership stake in the company.
We'll give you 10% of the business. And so I was like, yeah, challenge accepted. I'll take it and had no idea what I was doing. Just jumped then worked really hard. try to figure things out. I had taken one e-commerce class in college and it taught me absolutely nothing for what I was supposed to do with eCommerce, but I started learning about SEO at the time and then started trying to build like key relationships with some influencers that we could recommend, you know, the beta glucan product.
And slowly, but surely, you know, you try enough things, you get enough irons in the fire, you get enough things going and things started to not only recover, but started to grow over there the next few years. And so we had set some targets and some goals, Hey, if you can get the company to this much, we'll give you a little bit more equity.
If this much, this much, we were able to grow it all the way over the next five years after that. To where I had earned 50% equity in the company. And so I had two partners at that time, so I owned 50, they own 25 each. And then recently in January of this year, which was a great thing. I brought on board another, a partner that bought out those two original.
And so, him and I are really looking to grow and scale this thing to the next level. Now.
Gen Furukawa[00:06:28] Congratulations. That's really inspiring. And it sounds like it was fair through and through. Were you able to figure out where the downturn was or what problem you're trying to solve for when sales had somebody to 25% of it? Like, was it a product related thing or customer related thing or marketing?
Reggie Black:[00:06:48] it's a great question. So far business was all unique. It was, it was an influencer-related thing. So we had one key influencer that had written a book and it was driving a ton of leads our way that had, Stopped and all that had just dried up. So for us, it was about, Hey, all these people that had bought in the past, let's make sure that we can reengage them and try to get them like plug as many holes in the boat as we can, to try to recover some of those, those past people at the same time of going out and finding new people and new types of, you know, new influencers that can start to, to recommend and refer our product.
Gen Furukawa[00:07:26] Yeah. Now you're I saw that you're doing really well on Amazon, just by virtue of the number of sales and reviews you have wholesale on your website, then obviously you're a direct to consumer on your website. can you explain a little bit about the channels that you're using to drive awareness and customer acquisition?
Reggie Black:[00:07:47] Absolutely. So we do Amazon. we sell our products on Amazon. It's been a good channel, as you know, it's, it, it still is challenging for us. I think there's certainly places and thresholds that you hit, where you scale, where you actually can get profitable on Amazon, but it's very difficult until you really, our products, Are not nearly as high margin as a lot of other products on Amazon because the quality, so they're very expensive to make the cost is really high.
So we don't have the luxury of being able to throw out, you know, very cheaply made products and charge a lot like other people do on Amazon really scale those. So for us, it's difficult to get traction as far as profitability on Amazon, but it's just one of those things you gotta be on the channel. It's like we have a love, hate relationship with Amazon where you have to be there cause I think it's now 50% of eCommerce transactions are done on there. Right? And, and people want to buy on there. I certainly buy on there all the time as a consumer personally. it's so convenient. I believe you can, you can set up and build like the most beautiful, perfect landing page with all the best copy and images and everything.
And it's still, most of the time doesn't convert as well as an Amazon page. That's just like, because people are just conditioned to buy, the credit cards. They're everything. So. we are on Amazon. We're doing, we're doing pretty well in there. That's certainly a, a focus of ours and we have somebody here in the office that does nothing but manage those brands, that brand on Amazon.
And, we have wholesale for like, Doctors, chiropractors, health practitioners that have their own offices. So it's a smaller portion of our business, but looking to really grow that next year and focus on that, that side of it. And I'm 90% of our business is, is the D To C part is the director consumer.
It's the everyday person that wants to just buy the supplement, have it shipped directly to their house. And, half of those are subscriptions.
Gen Furukawa[00:09:56] nice. And. I'm guessing that a lot of the similar model that brought you the initial success of being influencer as a channel or referral or affiliate, that's still probably a large portion of the traffic or a significant portion?
Reggie Black:[00:10:14] It is. Yeah. That's, that's the highest portion of our traffic. So, a lot our products are regulated by FDA. And so we're very limited on what we can say about the product. And, so it's, it's nice to have influencers that can be a little bit more lenient. We certainly, we also have to regulate what they say too about the product.
but on our website, we just try to like, stay very clean, very vanilla on what, what the product is and what it does. And then, have affiliates. And influencers drive some of that traffic saying, Hey, this is a great product to help boost your immune system, stuff like that. And then they'll drive them over to our way and we'll, we'll convert them, but that's, that's certainly been our focus for the last five or six years.
And it's continued to work really well for us.
Gen Furukawa[00:10:59] Right. It's one of the things that I do find really interesting about supplements or vitamins or anything that promises health benefits, because yeah, there's that fine line. You can, you can't cross due to FDA regulations, but of course you're selling something that it's hard to quantify, but obviously everybody wants, everybody wants a boosted immune system.
So have you found ways that are within the guidelines that, that you're restricted to in terms of copy or imaging, product images, whatever it is that really resonate with customers?
Reggie Black:[00:11:39] I wish I could find that silver bullet. Right. So we work with, that's like, Oh, all you have to say is these words and it's FDA compliant and it's, you know, helps with conversion. So we, we use an attorney that we have that. Monitors a lot of, any of our bigger stuff. They'll read through that. And every time like, we're like, Oh, this is really clean, man.
This copy, like, we don't say anything. And I joke with people all the time. Like if it was up to us, the FDA, like they would tell us like, Hey, you need to have a, don't add to cart button. Like, don't buy this, you know, it doesn't work, you don't need it. Like that would be compliant. but we have people that review all that stuff and it gets really, when you look at what you're really allowed to say, I mean, it's, it's a very, very narrow window. We're allowed to say this helps support and maintain a healthy immune response. That those are the words that we are FDA approved to say supports and maintains a healthy immune response. So we can say that 28 different ways, It's like, you want a water?
You want water or ice? those are your two options that you have to drink. So what we've really done is had to bring in, and this was, this was a big problem with us. we didn't, we didn't do reviews for years because of the fact that the reviews that were coming in, when we try to, to open up our product for reviews, Those were not FDA compliant.
So even our reviews have to be compliant that are written by people and customers. So we have a process now that we run through with Trustpilot when the reviews do come in, that are not FDA compliant to get those removed and edit it and all that stuff. because the customers are saying things that we, I can't say, but, We've really tried to focus on the customer experience and using, and leveraging all those reviews and getting customers.
I love this product. It's a great product. And the experience here has been amazing. So when you get, and I then know you referred to this in your previous podcasts, that your review podcast you're talking about, when you're looking at a new brand for the first time, you're really wanting to know and understand like, is this brand trustworthy? So for us, that's the most important thing, because if you can trust us from the experience and you can trust us from all these reviews and we have, you can see, we have thousands of customers that have written stories about those, and that they're very happy and they're coming back and buying over and over.
You know, the products are good quality too.
Gen Furukawa[00:14:05] Right. I think the differentiation is challenging because everybody who sells beta glucan, for example, It's stuck with these things, but then to me, the uninformed consumer beta glucan is beta glucan is beta glucan. so, you know, for, for you, I think you highlighted that yours is 85% purity, is that right? so I haven't actually comparison shop to see what others are saying in terms of their purity. But do you find that differentiation is especially challenging if. It's the same product and you can only say certain things, right. That's where the customer experiences and reviews really take shape. Right?
Reggie Black:[00:14:52] Yeah, that's right. because it is difficult. When you have a product that you're are limited in what you can say. now I can talk a lot about the product itself, and then I can also talk about how it compares to other products, because that's not any kind of structure function is not any kind of disease claim or anything.
Cause I'm just saying, this is how we make our product. This is how competitors make their product. So luckily for us, which is awesome, there is. Our manufacturer, being a pharmacist and really valuing research and science. Has taught us to focus on that and has actually got on out to the university of Louisville in Kentucky and gotten one of the, the leading researchers on beta glucan in the world.
They're his name is dr. Veka and he's published like 150 or 200 studies on beta glucan, but they've actually done comparison work, which very few other supplements. beta glucan or anything have actually done the comparison work where our product is now been compared and tested side by side with over 200 different immune system products.
not only just immune system, but like things like vitamin C, so not just beta glucan, but all immune system products to see how well and how big of an impact this thing has on the immune system. So we really rely on that comparison research, a lot to show people. Hey, this was published at a university level.
This is basically disinterested third party. I mean, you can't, you can't buy a university name and, you know, taint or anything like that. So there's definitely huge trustworthy, worthy factor there and were able to show comparison like, Hey, this is because our product is such a high purity, high purity equals effectiveness.
And the research shows this and these studies have been published in some way. Pretty big medical journals too.
Gen Furukawa[00:16:46] yeah, I saw that you had a video on your. On your product page. And I think that does a great job in terms of product education. Cause I don't, I don't know what the science is behind it, the, the, their terms, medical terms and the chemical terms are a little bit hard for me to grasp, but an animated video simplifies it well for me.
So I'm like, okay, I could see that
Reggie Black:[00:17:08] Yeah. Good. Thank you. Yeah. And nobody's ever heard of beta glucan before. I've I've had like two conversations in my whole life where someone's like, Oh, I know what beta glucan is. Everybody else is like, what is that? So there's, there's a huge, knowledge gap there. We're we're not only just explaining what it is, but why you should want it and why you need it.
And then why ours?
Gen Furukawa[00:17:29] Yeah, there's kind of common analogy with companies. Like what kind of company are you, what kind of software are you building? A building a, a candy or a vitamin or a painkiller, which is basically like how much of a pain are you solving? How urgent is your need? And I just think it's an interesting corollary because you're, you are selling, I would consider it like, it's not a vitamin, it's a supplement.
Right. But of that, of, I guess addressing that problem. So it's a future benefit that we can't get quite equate to an immediate gain, but if we don't use it, then we'll see negative implications. So it's really like, I think the challenge there for your marketing is creating that urgency and the need and having the customer place themselves in their future self and say, yeah, if I had beta glucan six months ago, then I wouldn't be getting sick with a broken down immune system.
Reggie Black:[00:18:25] Yeah. Yeah, no, that's a great point. I can tell you're your marketing wheels are turning on how to we've. We've certainly hired. marketers in the past copywriters people to build funnels and brought people in that have tried all different kinds of angles. And it's, it's proven really, really difficult.
Cause up until again, March, you know, this year, nobody really cared about their immune system as far as, the general public. And we had a lot of people and marketers that would like try things and they wouldn't work. And their comment back to us was exactly what you're saying. They're like immune systems, just not a big enough pain point. People aren't, you know, and it's not like you can take it and say, Oh look like, you know, I I'm immediately feeling better or my pain in my knee is gone or like, it doesn't do that kind of thing. So again, for us, it's, it's one of those other big reasons to push people back to the science and the research from all these universities it's been studied at like Harvard and Tulane and Louisville and all these places.
So we have that and we go, you know, you need to trust the science and this research that was done. That shows that this stuff does work because a properly functioning immune system or is gonna manifest differently for everyone. You know, it's not going to be like, take this and then this happens and it works for everybody.
It's not, it's not like that once your body and your immune system starts, really ramping up and supercharging, it's going to be, it's going to be different results for every person.
Gen Furukawa[00:19:53] Yeah. So let's assume that you've got the customer, you've converted them once. And you mentioned earlier that about half of your customer base are subscriptions, which is fantastic. It's going to increase your lifetime value multiples. How do you actually approach that once they. Have their initial purchase.
How are you going through? Because I think there probably needs to be an extended product education too, right? Like in terms of how much they're taking, how often, and that they don't fall off the wagon and stop taking it and therefore not to the benefits. So can you just walk me through what your post-purchase experience looks like?
Reggie Black:[00:20:33] Yeah. Yeah, absolutely. So we don't do the, you know, here's some boom, you are under subscription. you know, like some other companies as a consumer, I, I certainly hate that. You know, when people kind of try to almost trick you or a trial for a subscription, you don't realize you're signing up for something, you know, it's just, it's ours.
We, we try to do much more clear. So there is a. When you go on to buy beta glucan, we have a 10 email series. That's going rolling out over 30 days. That talks about, some of the science and the research gives a bunch of examples of some customer testimonials talks about our formulator. Talk about our brand talks about the product chose doctors that are recommending it as well, but really trying to build a lot of trust and product and the brand.
And then after that, we're starting to say like, Hey, you're probably getting to the point where you're running out of that first bottle can save some money. You don't have to worry about running out. It's way more convenient for both of us. Why don't you go ahead and try, you know, to, to go ahead and roll this into a subscription.
So that's kind of our approach on the email side. but as I'd mentioned to you prior to recording, we do a lot on the phone side as well. We do a lot and we, we, we definitely pick up the phone and do not only a lot of inbound calls, but we're doing outbound calls as well to people that are trying the product.
Cause we know once they have it and really understand it and understand the value of it, a lot of those people have become customers for life. So it's definitely worth it for us to pick up and do some education and answer those questions over the phone. And then we can set up and we do it every day. We set up tons of subscriptions over the phone for people
Gen Furukawa[00:22:11] Wow. Okay. So that's, that's really focused in maybe their first 30 days of being a customer, then you're going more phone-based beyond that. It's the 10 email sequence. And then beyond that, maybe it's just more of the nurture campaigns.
Reggie Black:[00:22:30] Yeah. You know, some news releases, with beta glucan, there's about 50 new studies published every single week. So plenty of content to talk about. And as the, some of the bigger studies that roll out that show some beta glucan with this bug, we can with that, or, you know, w our particular product was used in a study by some university that used ours.
I mean, that's just great. Touch points and things that we can email out to customers.
Gen Furukawa[00:22:58] Yeah. Do you have any suggestions or approaches that you use in terms of phone outreach? Because as a customer, I'm not actually in touch with the brands that I purchased from very often and especially by phone. And I feel like most, a lot of customers might have a little bit of ambivalence or hesitancy to jump on a phone, especially if it's from a number that they don't recognize.
How do you actually go about doing that so that you're able to a connect and be convert?
Reggie Black:[00:23:28] Yeah. And I know for a lot of eCommerce brands, it seems like a little bit counterintuitive, right. Because me personally, like I don't, you know, I don't necessarily want to talk to people. so not when I say phones, I mean, it could be a text as well. so we have, we use Zendesk. And we've really customized the heck out of Zendesk.
so that all communities, customer communication is coming in there with, with text messaging and emails, as well as phone calls that comment in there. So we're able to see like a complete picture or maybe the customer got and reached back out. So, We'll text them a good bit. we, we do call sometimes and leave a voicemail.
We don't get them. We'll send them a quick text message, text message to let them know, Hey, I just left you a voicemail, but here's what that's about. And then from there, customers may be, you know, willing to, after they receive that, we're willing to pick up the phone and call or just text us back. So we do that a lot too.
Gen Furukawa[00:24:21] Are you also hitting them with remarketing campaigns, like a custom audience for existing customers?
Reggie Black:[00:24:29] the people that are buying, what,
Gen Furukawa[00:24:33] Yeah, this kind of like is another touch point. where, for example, if, if it were, you know, they, they bought and within 30 days, like, Oh, Hey, you might be needing another refill or something. whether it's a Facebook remarketing ad or Google display network, remarketing ad, just wondering if that's like just another touch point to keep better way.
And in the top of
Reggie Black:[00:24:55] We we do on Facebook. but that's a great idea on the Google side. And now you got me thinking, even on the YouTube side too, maybe throwing some different style videos up there around day 25 or so when we're like, Hey, you know, you know, you're probably running out of that bottle. remember us come back and buy.
Yeah. Yeah. Great idea.
Gen Furukawa[00:25:16] okay. So then I wanted to dig in a little bit more with. 've actually not been on the receiving end of that, but I've heard a lot of chatter about SMS, because think about what open rates are for a text for me, they are absolutely a hundred percent, how, how you might share some takeaways of what works, what doesn't, because there is a fine line, right.
Of overextending, your welcome. So to speak with a cell phone number. yeah, so. Hearing about your SMS strategies. That would be great.
Reggie Black:[00:25:51] Yeah. So text you're you're absolutely right. I mean, texts seem more personal and private. It's like, that's my phone, you know, that you're talking about like you don't, this is for like true friends and you know, we're getting reached out to by a company can seem a little bit. So if we're doing one on one, Where we're reaching out the same way we would do a phone call.
It's very much a, you know, Hey, this is Reggie from Better Way Health. Just wondering, I mean, it's a very personal message, which is a different, strategy. That's, that's a one on one hand to hand combat. That's not. Really, I know what the, you know, some of the marketers are thinking, but if you're doing marketing, the companies that I've seen that do it well, cause you were, you can really wear out your welcome come fast on, on a text, like send me something two days in a row and I'm just like, stop, go away.
Oh,
Gen Furukawa[00:26:43] Literally STOP and then it's unsubscribed. Right?
Reggie Black:[00:26:47] Yeah, yeah. As type Stob. And it's like, we're done, you don't text me two days in a row know. So, the companies that I've seen that I get a lot of texts from one is a fat head. I bought some fatheads stickers up on the wall, you know, for my kids and they send me lots of texts. and then the other one is native I'm sure.
From the deodorant. Yep. They do a lot of text messaging and they do it really well. So, those two examples are like, usually they typically send like a picture, an animated Gif, or an image, which I think really works well and they keep the tech short and then they're really just hitting you for sales.
Hey, just want to know you like you have a, we have a sale cause they're offering, I think some value, like you can save big. and then. Hitting you with like a new product when they come out. So even those companies, I think have just really, you know, it's maybe like once a month ish in that rotation where they're pinging those people.
so they stay on because you know, the, those products I think are, something that you're not, you're not interested in content for every day. Right.
Gen Furukawa[00:27:56] Yeah, native. I'd be curious about, because it's like, it's a relatively expensive deodorant, right? It's like 11 or 13 bucks, but I do think that they run paid ads and it does require multiple purchases in order to at least break even on that CAC. So, yeah, I'm not really surprised about that, that cadence or that channel strategy.
Reggie Black:[00:28:18] Yeah, really focused on subscriptions as well at native. And they have a great experience with going through there. But yeah, it's, it's, that's right. It's really hard. When you think of like direct response marketers that are selling, you know, I'm sure, you know, like, Oh, it's a hundred dollars russell Brunson, right?
With digital Mark, like ClickFunnels, you see, he's selling a book, $7 book, the ups, the order bumps 30, the next up sells a hundred and then you're going up to like an $800 a huge bundle. And then he's like all of a sudden $25,000 master class. Like those are some huge upsells that he can afford to really dump in marketing for.
But when you look at native, they have an $11 deodorant. And then they got to ship it to you and credit card fees and debt and I'll pay all it. Right. And then their upsell is like $3 travel size or something like, or a you know, $8, $7 body wash or something. They've got to have a lot of sales and touch points to a point where they, you know, they can break.
Even they though they must be just killing it at the, And the retail side or something, because I don't know how with an AOV like that, you can, you can pay for all that stuff.
Gen Furukawa[00:29:33] Yeah. I don't know either. I think they had like a hundred million dollar exit to Proctor and gGmble or. Or some big CPG companies. So maybe
Reggie Black:[00:29:43] was Proctor. It was P and G. Yup.
Gen Furukawa[00:29:45] Yeah. So maybe the, the unit economics are kind of consumed by the larger CPG brand. I don't know, but yeah, it's not necessarily a luxury that a lot of people can afford is to acquire at a loss within an assumption of lifetime value after the first purchase.
so you mentioned that 2020 was going to be your big year. You have a new partner who's. You know, 50, 50, and now you're, you're growing on Amazon, affiliates. E-commerce can you explain a little bit about what that looks like strategically for you?
Reggie Black:[00:30:21] Certainly. So, for us, there's some key things in the business that we're really doing. One of them is running EOS and implementing us from a attraction. this book right here,
Gen Furukawa[00:30:35] Okay. Is that game Weinberg?
Reggie Black:[00:30:37] Gino, Wickman.
Gen Furukawa[00:30:38] Oh, do you know? Okay. There are two books called traction, both very popular.
Reggie Black:[00:30:42] Okay. Yeah, don't get the other one. Get the I'm just kidding. I don't know anything about the other ones.
so one of them is implementing that. So my, my business partner at his previous company that they built and sold and exited, implemented traction, and they implemented it when they were at like a hundred employees and how painful it was. It worked and it was amazing. And it was able to get them to the point where they could kind of scale to the next round, but doing it later in business, hearing some of those pain points from him.
So we're trying to
Gen Furukawa[00:31:13] does EOS stand for?
Reggie Black:[00:31:15] it's entrepreneurial operating system.
Gen Furukawa[00:31:18] Okay. So is it just like procedures and standard operating procedures?
Reggie Black:[00:31:23] Yes. Yes. or it could be Entrepreneurial Organizational System. One of those two should know what that stands for, but one of those, it is everything. It's how you hire, how you structure the business. how you run meetings. your scorecards, how you're keeping everybody accountable. you know, from a visionary integrator, kind of the two key people that he talks about a lot in this book, having a visionary at the, at the head of the company that is really important to have the ideas and the marketing stuff to keep things flowing.
And then the visionary typically try in a lot of businesses, does everything himself and burns out and goes crazy. But if that person gets paired with a really good integrator, like an operator that can take from that visionary and, and do the actually do the stuff that they want to do, it's kinda like magic when that, when that happened.
So, structuring your teams, keeping the teams accountable, the cadences, the rhythms, everything, you know, is really covered. And there's like six books that are part of this whole system and there's conferences and all kinds of stuff, you know? Cause it's. Implemented at this point in tens of thousands of businesses that are running, that are running it, but it has been proven with, you know, with scale and everything.
But really what it does is it keeps everybody focused, on one thing, because it has buckets and places to stick great ideas, but. It's so easy as entrepreneurs, especially the visionaries, right? To just come up with ideas and you start chasing your, you know, all of these things every day. And then you kind of look back and you're like, we never got traction on any of this stuff.
because we weren't, we weren't focused enough on doing these things, so, yep.
Gen Furukawa[00:33:05] And right now you're at nine people. Is that right?
Reggie Black:[00:33:08] yeah, we have in the office, and I believe, and then we probably have another seven or eight, like subcontractors and agencies and stuff that we work with. So
Gen Furukawa[00:33:18] Right. So basically you're just solidifying and scaling your existing systems. And I'll just assume for marketing. That means that you've kind of found what works, maybe your, your distribution of channels, wholesale, Amazon, and then making it so that you can pull yourself out a little bit and bring in more teams to make it grow faster.
Reggie Black:[00:33:44] Yeah. That's exactly right. I wish we have found what really works. I wish I could say like, Oh, we've, we've got marketing stuff dialed in. we really don't. I mean, we're still trying to figure out data and just having a clarity on, on data is a huge part of the EOS. There's six core components and data being one of them.
And, you know, we really need, we. It's hard. It's harder to solve some of those problems. Like, well, what can we afford for CPA on Facebook, on the front end and cold traffic and where do we break even? And those people that come in on Facebook that may not have saw good ad, but they may not be as educated on the product as those people like ha what's that the customer lifetime value of that person versus the customer lifetime value of somebody that comes from affiliate, it's very different from the data that we have had and just getting those things right. Is so important. If you just like, before you try to dump gas on the fire and scale the, you know, the front end side.
Gen Furukawa[00:34:43] Yeah. Yeah, you definitely don't want to be making mistakes on what your lifetime value is and then end up spending far more to acquire when you don't earn that on the backend. Now, this was super helpful. Reggie, where can we learn more about you and better way health?
Reggie Black:[00:35:03] Yeah, just at betterwayhealth.com is the website. We've got a lot of information there, the product, and tons of info about the products, lots of videos and everything on there.
Gen Furukawa[00:35:15] Yeah, and I think that it is a very engaging and be inspiring to learn more about this and then yeah, your, your, your personal story, but then the product that you're solving and where the product that you're selling and the problems that it's solving.
Reggie Black:[00:35:31] Yeah. Thank you.
Gen Furukawa[00:35:32] Reggie, thank you so much for your time.
I really appreciate it. And, yeah, we'll be in touch.
Reggie Black:[00:35:37] Absolutely. Thank you again.