If you remember this scene, you’re definitely in my generation 😂

“Take on meeeeeeee”

Can you believe it’s been 14 years since the music video dropped?

Arguably, that’s one of the songs that catapulted ‘a-ha’ to worldwide success (their ‘one hit wonder’ if you will).

Which brings me to our topic for the day - why I ‘dread’ single product stores (& one hit wonders), as well as one example of an instance where I’ve seen it get pulled off.

Here’s the Issue

Unless you’re selling something replenish-able, single product stores often serve their purpose once the product is sold.

There’s no amount of coaxing, convincing, clever word smithing or discounts that’s gonna make me buy a second washing machine, months after I’ve purchased my first.

And yes, whilst you can absolutely scale to mid 7 figures on just a single product, but there comes a point you’ve exhausted your audience pool, and there’s no way to scale further without your ROAS falling off a cliff.

The issue lies in retention, and getting customers to purchase multiple times - which helps raise our LTV and increase the amount we can spend to acquire a customer (thus being able to outbid our competitors).

How I’ve Seen It Work

This brand in particular was selling punching bags - not something you’d buy once a month.

What they did well was putting a face to the brand, and having the owner share his own training videos and workouts.

This built him a following and community really quickly - building true fans that were excited every time a new video was out, and sharing with their peers.

They also built an app where users were able to track their punches, complete challenges with friends, as well exclusive workout videos, transforming his product into a full fledged experience.

Strategies Used

With all this in mind, I knew we had to write as if the content came directly from the owner (quick tip - try experimenting by sending emails from a persona vs a ‘corporate entity’ and see which your audience prefers).

Also, the angle we took to push for repeat purchases was to encourage our subscribers to invite their friends & family to stay active by purchasing this punching bag as a gift.

After doing a little digging in our audience, we also noticed a good % of our subscribers were personal trainers, thus giving us another angle to work with - helping their customers stay fit, even at home, on top of the gym sessions they do.

Finally, to push for maximum stickiness, we pushed for daily app usage, to not only stay top of mind, but also create a self reinforcing habit that they’ll be sure to bring up in conversations with friends and family.

And that’s a wrap!

A little on the shorter side this week, after Miles’s more intense breakdown.

Hope it was helpful, and have a great weekend.