The WORST things when starting a green juice company - MARKETING SECRETS EP. 3

Summary

In this episode of the Marketing Secrets Show, Russell Brunson dives into the behind-the-scenes journey of reviving Zuma Juice, a company he bought with a captivating sales video but a failed product taste test. He shares the process of rebranding, manufacturing, and funnel building, including the challenges faced and lessons learned. From the initial flop to the re-engineering of the product formula, Brunson candidly discusses the importance of matching product promises with reality and the iterative process of creating a successful marketing funnel.

Takeaways

• 🍑 The initial excitement about the Zuma Juice product was due to its taste, which was expected to be like peach rings but turned out to be more like a green drink.
• 🛒 Russell Brunson bought the company Zuma Juice with the intention of reviving it, focusing on its strong sales video and brand potential.
• 📈 The goal for Zuma Juice was to target a market segment that wanted a healthy drink that tasted good, differentiating from both hardcore health products and overly sweet alternatives.
• 🎥 The sales video for Zuma Juice was considered a key asset, as it was engaging and professionally done, which helped in the decision to purchase the company.
• 🔍 'Funnel hacking' was used as a strategy to understand the market and competition, which involves buying and analyzing competitors' products to learn from their strategies.
• 🛑 A significant setback occurred when the final product did not match the expected taste, leading to embarrassment and a halt in advertising while the issue was resolved.
• 🔄 Manufacturing challenges led to a mismatch between the intended recipe and the actual product, resulting in the need to work with a new manufacturer to correct the formula.
• 📋 The importance of accurate product representation in marketing materials was highlighted, as discrepancies can lead to customer dissatisfaction and loss of trust.
• 📉 The initial launch of the Zuma Juice funnel did not meet expectations in terms of cart value and customer acquisition costs, indicating a need for optimization.
• 🔄 The process of creating and launching a product involves trial and error, as evidenced by the need to rework the Zuma Juice formula and marketing approach.
• 🎯 The ultimate aim for Zuma Juice is to build a loyal customer base of 5,000 active users, which could potentially lead to a successful exit for the business.

Q & A

What is the main topic of the 'Marketing Secrets Show' episode featuring Zuma Juice?

The main topic is the behind-the-scenes journey of reviving and relaunching the Zuma Juice company, including the challenges, lessons learned, and the strategy behind the brand's re-emergence.

Why did Russell Brunson decide to buy Zuma Juice?

Russell bought Zuma Juice because he was impressed with the existing sales video and saw potential in the brand. He also liked the idea of reviving a company that had been shut down.

What was the initial reaction to the Zuma Juice product after it was manufactured?

The initial reaction was disappointment because the product did not taste as expected. It was supposed to taste like peach rings but instead tasted like a generic green drink.

What is the significance of funnel hacking in the context of this episode?

Funnel hacking is a process used to understand the market and competition by analyzing successful sales funnels of competitors. It helps in identifying best practices and finding gaps in the market to position the product effectively.

What was the mistake made by the manufacturer regarding the Zuma Juice recipe?

The manufacturer made a mistake by not following the provided recipe correctly, resulting in a product that did not match the promised ingredients and benefits outlined in the sales copy.

Why was it important for Russell to ensure the product matched the sales copy promises?

It was important to maintain integrity and meet customer expectations. Russell wanted to create a product that not only tasted good but also delivered on the health benefits and promises made in the marketing materials.

What was the role of Ariana in the Zuma Juice marketing strategy?

Ariana, the actress and model from the original sales video, was used in new marketing materials and ads to maintain brand continuity and leverage her appeal to potential customers.

What is the target market for Zuma Juice as described in the episode?

The target market is people who want to be healthier but also want a product that tastes good. It's for those who are not extreme health enthusiasts but are looking for a balance between health and flavor.

What was the initial strategy for launching the Zuma Juice sales funnel?

The initial strategy included creating a sales funnel with a comprehensive sales letter, leveraging the existing sales video, and using the persona of Ariana in marketing materials to attract customers.

What lessons can other businesses learn from the Zuma Juice case study presented in the episode?

Businesses can learn the importance of thorough funnel hacking to understand the market, the necessity of matching product formulation with sales promises, and the value of testing and iterating on product formulation and marketing strategies.

Outlines

00:00

🍑 The Unexpected Journey of Zumba Juice Revival

Russell Brunson shares his experience of purchasing Zumba Juice, a company he was excited about due to its potential. He discusses the initial excitement of reviving the brand, the process of understanding the product, and the challenges faced during the product's manufacturing and launch. Russell emphasizes the importance of setting intentions and learning from the journey, including the flops and mistakes made along the way. He also mentions the support from his favorite sponsor, Dan Kennedy, and invites listeners to engage with the show by leaving voice questions on marketingsecrets.com.

05:02

📈 Behind the Scenes of Zumba Juice's Marketing Strategy

This paragraph delves into the strategic aspects of Zumba Juice's marketing efforts. Russell explains the importance of understanding the target market and the unique selling proposition of the product. He discusses the process of funnel hacking, which involves analyzing competitors' sales funnels to identify best practices. The paragraph also covers the challenges faced during the product's manufacturing, including issues with flavor and formula discrepancies, and the decision to switch manufacturers to ensure the product matches the promised benefits.

10:03

🛑 Manufacturing Mishap and the Quest for Perfection

Russell recounts the discovery of a significant error in the Zumba Juice product formulation, which did not match the sales copy. He describes the emotional impact of this revelation and the decision to address the problem by working with a new manufacturer to correct the formula. The paragraph highlights the commitment to quality and the desire to deliver a product that meets the high standards set during the sales process, even if it means starting over with taste testing and production.

15:05

🚀 The Vision for Zumba Juice's Future and Call to Action

In the final paragraph, Russell outlines his vision for Zumba Juice's future, aiming to build a customer base that could make the company valuable as a 'virtual real estate' property. He discusses the potential to sell the company for a significant profit once it has a strong customer base. Russell also encourages listeners to share their thoughts and questions, fostering a community dialogue around the show's content and the journey of building and launching a business.

Keywords

💡Zuma Juice

Zuma Juice is a brand that the video's host, Russell Brunson, bought with the intention of reviving it. It represents the main subject of the video, focusing on the process of relaunching the brand. The term is repeatedly mentioned throughout the script, illustrating the central theme of business revitalization and marketing strategy.

💡Funnel

In the context of the video, a 'funnel' refers to a sales funnel, a multi-step process designed to guide potential customers through the purchasing process. The script discusses the creation and optimization of a sales funnel for Zuma Juice, highlighting the importance of understanding customer acquisition and the sales process in business growth.

💡Funnel Hacking

Funnel hacking is a term used by the host to describe the process of studying and understanding successful sales funnels in the market to emulate their strategies. The script mentions funnel hacking as a critical step in the development of Zuma Juice's sales strategy, emphasizing the importance of market research and competitive analysis.

💡Manufacturing

The term 'manufacturing' is used in the script to describe the process of producing the Zuma Juice product. Issues with manufacturing are highlighted, such as the incorrect formula being used, which led to a mismatch between the promised product and the actual product delivered.

💡Product Launch

A 'product launch' is the introduction of a new product to the market. The script details the challenges and learnings from the launch of Zuma Juice, including the importance of matching product promises with actual product attributes and the iterative process of refining the product based on feedback.

💡Marketing Secrets Show

The 'Marketing Secrets Show' is the name of the show hosted by Russell Brunson, where he shares behind-the-scenes insights into marketing strategies and business development. The term is used to frame the context of the video as an educational resource for viewers interested in marketing and business growth.

💡Sales Video

A 'sales video' is a promotional tool used to sell products or services. In the script, the sales video for Zuma Juice is mentioned as a key asset that attracted the host to the brand initially, and it plays a central role in the marketing strategy for the product.

💡Taste Test

A 'taste test' is a method used to evaluate the flavor profile of a product. The script describes multiple taste tests conducted for Zuma Juice to ensure the product meets the desired flavor standards, illustrating the iterative process of product development.

💡Inventory

In the script, 'inventory' refers to the stock of Zuma Juice that was produced based on an incorrect formula. The issue with the inventory highlights the financial risks and logistical challenges that can arise from miscommunication or errors in the manufacturing process.

💡Target Market

The 'target market' is the specific group of consumers a product or service is designed to appeal to. The script discusses identifying and understanding the target market for Zuma Juice as a critical step in developing a successful marketing strategy, emphasizing the need for market segmentation and customer understanding.

💡Brand Revitalization

The term 'brand revitalization' refers to the process of rejuvenating a brand that has lost relevance or market share. The script is centered around the host's efforts to revitalize Zuma Juice, showcasing the challenges and considerations involved in bringing a brand back to life.

Highlights

Russell Brunson shares the journey of reviving the Zuma Juice brand, offering insights into the challenges and lessons learned in product development and marketing.

The initial excitement of acquiring Zuma Juice and the unexpected discovery that the product did not match the intended flavor profile of peach rings.

The importance of the sales video in the decision to purchase Zuma Juice, highlighting the value of compelling marketing copy.

The process of re-creating the Zuma Juice product, emphasizing the significance of taste testing and manufacturing adjustments.

The role of funnel hacking in understanding the market ecosystem and identifying a unique market segment for Zuma Juice.

The strategy behind selecting a target market for Zuma Juice that is health-conscious but not extreme, aiming for a balance between taste and nutrition.

The creation of a new red drink by Zuma Juice, focusing on the inclusion of essential vitamins and nutrients from fruits without excessive sugar.

The collaboration with the original creator, Luke Jaiden, to understand the brand's origins, target audience, and market positioning.

The use of the actress Ariana in the sales video and subsequent marketing materials, leveraging her presence to enhance the brand's appeal.

The realization that the initial Zuma Juice product did not match the sales copy, leading to a halt in advertising and a reevaluation of the product formula.

The decision to switch manufacturers to correct the product formula and ensure the Zuma Juice matches the promised benefits and taste.

The ongoing process of taste testing with a new manufacturer to perfect the Zuma Juice flavor while maintaining the product's nutritional integrity.

The temporary strategy of offering a free plus shipping deal to test and improve the sales funnel while the product formula is being finalized.

Russell's long-term vision for Zuma Juice as a virtual real estate property, aiming to build a valuable asset that can be sold for a significant profit.

The encouragement for listeners to share their thoughts and questions, fostering an open dialogue and community engagement around the Zuma Juice journey.

The emphasis on learning from failures and adjustments in the product development process, as part of the entrepreneurial journey.

Transcripts

that peach was actually really good

though holy crap i bought this company

called zuma juice and i remember getting

to fhl i hadn't actually tried the

finished product i was so excited brand

new this is no one knows it yet we're

about to bring it back from the dead

and guess what

it did not taste like peach rings

it tasted like green drink

and my heart sung i was like oh my gosh

[Music]

hey this is russell welcome back to the

marketing secrets show today we're gonna

be showing you guys behind the scenes

one of our virtual real estate companies

called zuma juice which i'm really

excited i'm gonna talk to you guys about

the reason why i started this company

why i was excited by it what we've done

how we manufactured the product how we

created the funnel the people we funnel

hacked and why who was the target market

how we launched it the flops along the

way me on stage at fun hockey live being

too embarrassed to even talk about it

because of some of the mistakes and a

whole bunch of other stuff i hope you

guys enjoyed this episode also don't

forget you can always go to

marketingsecrets.com and there's a

section there where you can actually

leave voice questions for me about this

product this funnel and i will be

answering those live on future episodes

which is really cool also as you listen

this episode i want you to set your

intentions i'm showing you guys behind

the scenes of a business that i am

building and launching that eventually i

think i will sell and exit for eight

figures but i'm showing you guys the

entire journey and the end of this

episode spoiler alert um we're ending on

this not doing well yet and so um i want

you to set intentions as you're

listening to this to just kind of think

about like your business like i'm

guessing that you're not trying to

launch a group dream company my goal is

not to give you the blueprint for a

green drink company but all the lessons

i'm learning along the way think about

your business as you're doing right now

there's one piece like i can apply that

to my business like oh i didn't i missed

that step in the process i should do

that or oh my gosh like russell failed

and it's okay i can fail and be okay as

well so listen with ears

to hear and if you do that there'll be

something in here for you and the last

thing is that this episode is actually

brought to you by one of my favorite

sponsors the sponsor for this show is

zuma juice um

actually no i'm not gonna sponsor zuma

juice because the funnel's not live yet

so take that back the sponsor for

today's show is actually dan kennedy

this is bobblehead dan if you haven't

met him yet if you're listening you

can't see him but i've got a little dan

on an aux for the bobblehead if you are

not subscribed yet the no bs newsletter

make sure you do on the no bs newsletter

you get a print newsletter in your

mailbox twice a month one is from dan

kennedy teach the top marketing

strategies in the world and number two

is the behind the scenes letter we'll

actually show you guys behind the scenes

of this and other funnels i show you

page by page what we're doing why we're

doing it we show you stats conversions

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no bs and the behind the scenes

newsletter without said you guys i hope

you enjoyed this episode of the podcast

you're listening to marketing secrets

with your host russell brunson

okay i'm excited today we were talking

about the zuma juice funnel as you can

see here if you're watching the video

version we've got the samples of the

boxes the packaging everything here for

both zuma juice the green drink and the

red drink people always ask me why did

you buy

why'd you buy zuma juice why'd you buy a

green drink company there's a lot of

green bean companies and so i'm gonna

tell you guys a lot of the reasons why

what we've done so far things that work

things that haven't worked and yes i do

things all the time that don't actually

work so hopefully that'll give us some

guys some comfort as well to know that i

do things all the time that flop and

we're always testing and tweaking and

trying to get things working in fact

literally on my way over here today to

record this kevin told me they stopped

all ads the zuma juice funnel which

means it's not converting which means

i'm sharing this even though it's not

like crushing it and doing a million

dollars or anything

but i want to share the journey with you

guys because i think there's a lot of

cool things you can learn along the way

and it'll help me unpack just the

thoughts in my head as well so this is

partially therapeutic for me and

hopefully beneficial for you guys at the

same time

so the backstory behind kind of where we

found zuma juice one of my friends luke

jaden if you know luke he's an awesome

marketer he does a lot of direct mail

postcard businesses but then other

things i remember a few years ago he

launched a new company called zuma juice

but i remember when luke launched and my

favorite thing is the sales video that

he made you already know you should be

eating more fruits and veggies

one way to get more of the good stuff is

green juice do you like yours chunky

i like mine a little chunky it was so

good uh one of the best sales videos

i've ever seen and it looked like

something the harmon brothers had made

and i messaged the as the harmon

brothers dude he's like no i messaged

him they didn't respond back to me so

he's like i actually wrote the script

myself and we had some guys who

published it and everything

the first version of the video they

launched it and it started going viral

there's a scene where like the girl is a

fruit ninja and she's chopping things in

the kitchen it's just it's awesome they

ran the company for another year or two

or something and then some of the

business partners came i don't know the

whole detail but they ended up turning

the company off and it shut down and i

remember for a long time i was like man

that's such a cool company like i wish

i wish i could have it like the sales

video was done i remember messaging like

hey would you ever sell it he's like let

me ask my partners and they never could

figure it out and so every year or so

for the next five or six years i'd

message luke like hey can can i buy the

company he's like oh let me ask my

partners and it never worked and finally

i think it was in the middle of like

right when covet hit and i don't know

what would change but they're like yep

and so i bought the company it wasn't

that expensive but it was cool so i got

the entire sales video which i think you

spend about 250 000 making the sales

video plus all the assets plus the

formulations plus all the work you've

done i got for not that expensive which

is really cool so that was kind of the

reason i was like this would be a cool

company i know the sales video copy is

the hardest part about any business is

the copy and the video so that video was

really really good and so that's kind of

why initially why i bought it and it was

going to be just a fun project with my

kids and some of my friends and that was

kind of the original goal for it

the very first thing we did is we did a

call with luke jaden so again luke's a

great marketer he's also the brainchild

behind this whole brand and the company

and the copy and everything and we just

picked luke's brain for an hour like why

did you create this what was the

reasoning what was your goal who is the

target audience who is the actual market

right you have green drink companies uh

like athletic greens for example which

just got bought for a billion dollars

but if you drink athletic greens it's

literally like drinking grass clippings

but it's like the hardcore people like

inject in their veins because it's like

it's the best stuff right and you got

other green companies that taste like

candy but they're like

it's not even healthy for you and

there's this whole spectrum and it was

like who are you trying to target with

this and so he talked about the target

market who it was it wasn't like the

hardcore health junkies it was like

people who knew they need to be

healthier but they want something that

tasted good but it wasn't like trying to

drink kool-aid either like they're kind

of in betweeners and with zuma juice was

like we want something like you would

enjoy where it's like hey i want fruits

and vegetables and breakfast lunch and

dinner so i'm gonna have it three times

a day because it tastes good it's really

good for me and so that was kind of the

the market and segment he was going

after we also learned about the tone

like you know just from the sales video

like the fun tone the email sequences

they'd written in the past so we could

see the playfulness of how luke

communicated the audience we wanted to

keep that and recapture that

i drink this every day

[Music]

then we had to go like to the

manufacturers we found a manufacturer we

liked we sent them the recipes this one

these look like these are the things

that are in it but the original flavor

was mint i wasn't obsessed with the mint

flavor i'm more of a candy guy so i was

like i want to do the same thing i want

to be exactly identical don't change

anything but instead of mint flavoring i

want to make it taste like candy and

like what kind of candy i'm like peach

rings because come on now peaches are

amazing and that was kind of we gave it

to the manufacturer and then luca also

created a red drink so different between

red drinks and green drinks is fruits

and vegetables green drinks are your

vegetables red drinks your fruits and i

love red drinks because there's so many

vitamins nutrients from reds that we

need but typically with reds you get a

lot of sugar as well right he built a

really cool recipe for zuma juice red

but it didn't have all the sugars and

stuff in it which was really cool so we

took that to the manufacturer like we

want to make both reds and greens greens

are all making tastes like peach rings

and reds like some kind of fruit punch

flavor and so we sent those and that

started the process now manufacturing

for his supplement company is the

longest hardest it's not like an info

product where you can have an idea and

you create it you launch it with

supplements it's like months going back

and forth and then making stuff and

setting tune you've got to taste it we

did tons of taste tests like this flavor

versus this versus this and something

we're good something we're bad and then

we write a huge check the manufacturer

they start ordering the right

ingredients and putting them in the

batches and stirring them up and making

what was going to become zuma juice

[Music]

then if you watch the sales video the

main person the hero in the sales video

is a girl named ariana and she's an

amazing actress and model and like

someone who's really really cool and so

i was like man she's in the video like i

want to i want to use her for ads when i

use it for the sales page so we ended up

having a time where she flew out here to

boise and then we got a whole bunch of

pictures of her like holding the box

like this and putting down and like

holding the packet and ripping the

packing we got a million pictures of

like all the things we would need for

like sales pages upsells down cells we

need these uh images for funnels for ads

for social just for all the things right

so we did a whole bunch of pictures with

her and then we also thought as long as

we have us film a whole bunch of ads so

we filmed a whole bunch of really funny

ads and then we wrote where you know

she's eating peach rings and drinking

juice and just a whole bunch of short

form ads we can use as well oh and don't

worry unlike other green juices out

there this one doesn't taste like

sipping swamp water she also owns a

video production company so then she

went back home to california and we had

her make a whole you know dozen or two

other ads first as well so we had a

whole bunch of assets when we did the

funnel live we have these ads we can use

to push people into the funnel one of

the big mistakes people make is they and

i'm

honestly guilty of this a lot is i'll

spend so much time working on the funnel

you forget about the ads and it's like

oh what are the ads going to mean it's

almost an afterthought whereas now i try

to be more conscious like as we are

producing another product is we're

creating ads along the way right because

now we have all these cool assets while

we were creating this and that now

become the eventual ads

and then it was coming back down to like

okay now we got to build out the funnel

so step number one for building on a

funnel is what it's funnel hacking i

want to see for everyone who's selling

green drinks like what are they doing

right now like what's the best practice

what are people using and so we found

every greeting company we find online

and we funnel hacked them funnel hacking

simply means we went and we bought their

product and took a screenshot of here's

the sales page here's episode one it was

upsell two here's the sales videos i get

transcribed here's the ads and we just

get as many screenshots as we can in

every single funnel right and so we

probably funnel hacked a minimum of a

dozen different funnels and so i gave us

some ideas like what what are other

people doing what are the hooks what are

the angles and this is where most people

get funnel hacking wrong they think

funnel hacking means like oh cool i like

how organifi did i'm gonna copy them

that's not what funnel hacking is i

don't know how many times i get in

battles with people socially about this

like in fact some other day was like

someone ripped off their thing like well

russell told people we could rip it off

like i didn't say that and the guy said

yeah you said that as long as you change

the words you can steal everything else

i never have said that ever like it's

unethical it's illegal i get ripped off

more than anyone and every time i see

somebody uses my colors like their book

funnel they use my colors it

makes me angry like that's not what i'm

saying i say funnel hacking is about

understanding like what what's in the

market right now right it's doing your

homework so you know like here's what

the athletic greens here's the market

their target here's organifi here's

who's skinny greens here's who patriot

greens all of them are targeting for

audiences right patriot greens are

targeting like the preppers and so their

messaging is for preppers right organifi

is targeting biohackers you got athletic

grades you know it's like they all have

their segments and it's like where do we

fit in this ecosystem i don't want to be

another me too i'm not trying to make

another green drink i'm trying to figure

out here's a segment of the market that

doesn't have a green drink yet that

we're trying to target like so i want to

get a glimpse of the ecosystem as a

whole that's one big reason why i'm

doing funnel hacking not to copy but to

see what like where they are and where

they are so i can be where they aren't

right so that's a big thing i want

people to understand number two is like

understanding structure structures that

mean instilling their graphic structure

means like like are they doing trial

offers is are they doing you know

straight sales are they doing a vsl to

one bottle three bottle five bottles

they store it in continuity like i'm

trying to understand like what are

people doing right now in this specific

market that's what funnel hacking is

just i'm trying to get trying to

understand what the best practices are

working today right so we laid out the

structure he throwed the copy we had the

videos we had the pictures from ariana

so we had funnel designers who designed

it and then funnel builders who hooked

it all up and we got the very first

version done in live about the same time

the funnel hacking live last year which

is 2021.

[Music]

and so the product was about done and so

i said hey we ship like a thousand

satchels of zuma juice to fho we're

gonna put everybody's bag it's gonna be

amazing so the shipping was shipped

directly to there and i remember getting

to fhl and i hadn't actually tried the

finished product i was so excited brand

new this is no one knows it yet we're

about to bring it back from the dead

and guess what

it did not taste like peach rings

it tasted like green drink yeah i've

ever been stronger before so i wonder if

i'd spend more than last time or less

water or

it was almost like they created it and

they forgot to put any of the flavoring

in and my heart sunk i was like oh my

gosh but i want to say i'm like maybe

i'm just maybe i'm sick like maybe i got

covered maybe my taste is gone maybe i'm

just so i started making it for like

colette and my head collecting oh it's

good i'm like you know if you don't know

my wife colette she's very much like

just like oh yeah i was like no like

please be honest and she's like it's not

very good i'm like oh crap and other

people tasted everyone's like i thought

it wasn't supposed to taste like

picturing i'm like yeah there's pictures

of petring on the packet on the box and

it didn't taste like picturing and i was

so embarrassed and like our first grand

entrance five thousand funnel hackers

all have a packet of it and i'm like i

hope they don't drink it i don't want

them to try it because that's gonna be

the first sample and it's not gonna

taste good i remember being like

devastated but only that like we printed

5000 of these satchels for fhl but we

printed like hundreds of thousands of

these things that were now done in a

warehouse and we were going back to

manufacture and i was like hey this

doesn't taste right

and i would have seen the red drink the

red drink same thing i bought like

neither these tasted right and so and

what they did was just super cool of

them they went through and took all the

packets reopened them dumped them all

back in added more flavoring in and

eventually got one that tasted really

good send it back to us i was like oh my

gosh it tastes good again finally we got

new versus done we got boxes we got

warehouse right hey finally we're ready

launch this funnel it's gonna be awesome

we started launching it now we started

getting sales coming through but our

cart value wasn't as high as we needed

to be if you guys know the funnel game

there's two metrics like how much you

paid to acquire a customer cost cpa or

cost to acquire customer and their

average cart value so we're spending

more to acquire customers than we were

inside the funnel and i think in my head

still to this day i still think the

biggest problem is we don't have the

full sales letter that which we need to

really get the conversions where we need

to be but then as i was meeting with the

funnel team went back and forth i found

out something that's like devastated me

on this product so this is

for anyone who is launching a business

and you're frustrated because things

aren't working the way it's supposed to

be i was talking to copyright i'm like

where's like this element like these

things were missing from the funnel he

said oh we had to pull him out i said

why he said well the actual recipe that

i built the sales funnel if you look at

the ingredients in the actual zuma juice

they don't sink so i had to pull out all

of these

ingredients that had claims for like the

benefits they had to pull these out

because they're not actually in the

product like what are you talking about

he said yeah like

like the recipe that i wrote the copy on

you gave me which was the recipe we got

from luke jaden he's like this recipe

does not match what's actually the

product i mean what are you talking

about i gave them the recipe i said

build that and like i go to the

manufacturer i'm like this is the recipe

i gave you this is what's in here right

and they're like yeah that's what's in

it i'm like are you sure because

copy told me anyway we go back and forth

and also and i get a message from the

manufacturer like oh my gosh we're so

sorry we see the mistake you're right

like the recipe you gave us is not what

this zuma juice is

and i just sat there and i was like oh

my gosh

like

literally

mean my hard cost for inventory are over

six figures hundred hundred fifty

thousand dollars or more inventory

that's now sitting there and it's not

the right formula

and i'm like oh my gosh like what do i

do do i just like

not say anything and just like okay well

we'll just tweak the copy but i was like

man i didn't i didn't want to go create

a product that that just tasted good i

wanted to create a product that matched

the promises we were trying to make for

the audience we're trying to make it for

and so i went back to manufacture and

they're like we'll fix it we're so sorry

i was like you know what there's been a

couple mistakes and so we decided to

transfer over to a different

manufacturer we've used for other

products in the past i gave them the new

recipe and right now we're literally in

the middle of doing taste testing with

them going through the same process of

like okay how to make peach drink taste

good with the formula has all the stuff

we need to i think that's part of the

problem is like they couldn't get it

taste right with our formula so they

pulled some of the things out to make it

taste right it's like no we can't

we couldn't do that so we're going back

and forth back we have a couple

different flavors or taste testing like

a sour apple which is really good kiwi

strawberry and there's like a mojito one

which is really good and then on the

fruit punch we're testing a bunch of

flavors as well so we're doing the whole

process over again which sucks and it's

slow so we we're working on the new

version but in the interim we have a

hundred thousand dollars worth of

inventory of a product that's good and

it tastes good but as you guys know my

belief good is the animated great and

and if i want this to be something i'm

proud of and it's got to be great and so

right now we're doing testing in the

funnel we're testing another version of

the funnel it's a short firm like free

plus shipping like hey get two packs of

peach drink two packs of fruit you know

red and green for free cover shipping

handling and from there pushing up cell

funnel just testing some things at a

small scale to see what we can do to

get the conversions right so when we do

have the new product we can blow it up

and so this is the game right it's a

game we all signed up for there's the

ups the downs the positives and

negatives the pros the cons but that's

what i wanted to share inside of these

uh these episodes i hope by listening to

the zuma juice stuff you got some ideas

you got some thoughts about the process

of how we do it from like why would i

pick this business like what is the most

valuable asset to me it's the copy right

like i bought this company because of

the copy that was the reason why i'm

trying to figure out who's the actual

avatar for this and funnel hacking to

figure out who the uh who which avatars

are already being served what's the

avatar that we need to actually go after

i'm also understanding that like look

just because i'm russell just because

i'm the funnel dude who builds funnels

who's obsessed with who funnel hacks 15

funnels before we build this one

it doesn't always work the first time

out of the gate usually in fact it

doesn't uh hopefully helps also knowing

that like i have problems with

manufacturing hopefully when you grow

the manufacturer you make sure that

that when you get the sample that you

know this is the actual formula it's the

correct form you're like okay this

tastes good is this based on this exact

formula but the cool thing is like when

this is done when it's right then we

start growing you get to 100 customers

then a thousand and five thousand and

you know i was talking to ryan moran

about this he talks about supplement

companies like you get 5000 active

customers on supplement you can sell

that company for 10 million

so for my mind this is the goal like how

do we get 5 000 people on zuma juice and

then exit for 10 million dollars like

that becomes a fun virtual real estate

property it's like building a house on

park place and like adding the people

all sorts of stuff then you sell it for

you know for eight figures um and again

if you enjoyed this episode please

please please share with other people

and that is how you can get back to me

the most because i'm doing these for

free because i i love sharing it number

two but number one but number two

hopefully you get some value from it so

if you do please share it with other

people and talk about it on facebook

share it on forums post on your feed

like whatever it is let people know

about it and if you have questions about

this product or any project go to

marketingsecrets.com again there's a

block there where you can submit voice

questions and i list those questions and

we'll pull those ones back in maybe my

next zuma juice episode if you guys ask

questions specifically about this or

maybe if you watch the youtube version

you post it down below my team can pull

those questions and we can answer them

at the beginning of episode you know the

next zuma juice episode and that way we

can kind of have this as an open

dialogue which makes it more fun for me

and hopefully for you as well so that's

kind of the game plan you guys hope you

enjoyed this episode uh we'll see you

guys on the next episode of the

marketing secret show