Episode 1057 welcomes back repeat guest, “biohacker” Matt Dippl, to discuss advancements in alternative health and Matt’s unique journey.
Matt has influenced James’s own health journey. James recalls his promotion of unconventional methods like mouth taping during sleep.
While Matt’s alternative health perspectives may diverge from mainstream medical advice, James values his input. He believes it’s important to explore diverse health methodologies and maintain an open dialogue with various experts.
The episode also delves into Matt Dippl’s recent achievements, particularly his success in establishing a business foothold in a non-English speaking, health-related market.
Since their last discussion in Episode 911, Matt has attended a European conference that inspired him with new ideas, leading to significant progress in his business solutions. He and James look to explore topics such as the challenges and opportunities of penetrating non-English speaking markets, strategic choices regarding digital platforms, team expansion, and evolving business formats such as affiliate deals, course production and the membership model.
Table of contents:
1. From boutique agency to course production
2. To premium offerings from low-ticket membership model
3. Agency model appeal: high value with fewer clients
4. Finding leverage in agency work
5. Because you don’t need a degree to market
6. How Kleq bridges gaps in platform innovation
7. Customization meets ease for digital creators
8. From event attendee to industry insider
9. Humans being good to other humans
10. Newbie becomes mentor
11. Transforming challenges into business drive
12. Integrity over hype in business solutions
13. Streamlining sales with Kleq
14. Optimizing engagement: beyond email integration
15. Unlocking health and business potential
From boutique agency to course production
James invites Matt to detail his business progression since they last spoke. It began, says Matt, with building a boutique social media agency focused on health experts in Germany, particularly in the functional medicine space. From there, he evolved his business model based on a growing demand.
Initially, Matt captured and edited promotional content for a single client using basic tools. This led to acquiring high-quality clients through strategic live events, aimed at building an email list for patient acquisition.
When his client’s capacity maxed out, Matt pivoted towards course production to replicate the client’s expertise on a larger scale. This was spurred by the need to extend the reach of his client’s knowledge beyond one-on-one consultations. It marked a shift from direct social media marketing and client management to creating educational content for broader dissemination.
To premium offerings from low-ticket membership model
Back then as a response to the COVID-19 pandemic, and aiming to provide a safety net for his audience facing economic uncertainties, James created a low-ticket membership. He launched it with no initial content to prove its viability, setting the price at $10 a month.
Although it attracted a dedicated fan base, including Matt, the model did not achieve the scalability James had hoped for, leading him to rethink his pricing strategy.
As the market stabilized, James shifted his focus back to a higher-priced membership model, setting the minimum at $99. This was based on the realization that the added value from playbooks and live calls justified the higher price point. The transition also allowed for deeper engagement with members like Matt, who progressed to this more premium offering.
This indicated the effectiveness of evolving the business model to meet changing market demands and client growth.
James calls the transition from low-ticket to premium offerings as a strategic move to address the inherent challenges of scaling a low-priced model.
A significantly larger member base is needed to make a low-ticket model financially viable, whereas a higher-value, lower-volume strategy requires fewer customers but offers more substantial returns.
This shift also catered to James’s growing expertise and confidence in delivering more value to a more engaged audience – a natural progression for entrepreneurs seeking to grow their businesses sustainably.
Agency model appeal: high value with fewer clients
The appeal of the agency model, says James, lies in its high value with the need for fewer clients. This was carried out by Matt’s experience of starting successfully with just one client.
The model is attractive because it allows for a significant impact with a smaller, more manageable client base, offering a higher price point and simplifying the initial learning and growth phase of the business.
James suggests that selling high-value services is more straightforward than low-ticket memberships, drawing a parallel to everyday behaviors where individuals often opt for services that provide convenience and time savings.
Scaling an agency model, however, presents challenges, especially as the number of clients increases. It requires, with growth, more human resources to maintain quality service delivery.
The limitation becomes apparent when the business grows beyond a few clients, leading to potential overextension and a compromise in product quality.
To address these challenges, James proposes exploring leverage through technology or creating a hybrid model that combines elements of product and service offerings. This aims to maintain efficiency and quality as the agency expands.
Finding leverage in agency work
Matt discovered leverage in the agency model by incorporating affiliate deals and partnerships, creating a new income stream that’s often overlooked.
By managing email lists for clients and running affiliate offers, particularly in the health product sector, Matt was able to introduce an innovative financial model.
This approach allowed for a profit share from the generated revenue, and demonstrated a scalable and less traditional way of enhancing agency revenue through strategic collaborations and digital marketing tactics.
Further leveraging came from becoming a production partner for specialized segments of Matt’s clients’ audiences, such as mentoring courses. This role capitalizes on Matt’s ability to manage content production, system operations, and overall project management—areas where his clients, despite being experts in their respective fields, may lack proficiency.
This synergy between Matt’s skills and his clients’ needs created a “perfect marriage,” enabling a highly leveraged business model that expands beyond conventional agency services to include content creation and course production.
Because you don’t need a degree to market
James stresses the value of marketing skills over formal education, making a point with his own experience in the agency space.
An injury lawyer was James’s first proper client. Despite not completing university, James was able with his marketing prowess to properly support this expert who had formal qualifications.
Success in marketing and sales, James says, doesn’t require formal degrees or certifications, just the ability to effectively manage and execute strategies such as website management, AdWords, SEO, and conversion rate optimization.
Moreover, James suggests that business owners, by leveraging their expertise and authority, could significantly increase their revenue—potentially by an extra 30%—through affiliate marketing.
James advocates for recommending products or services one’s clients are already interested in or could benefit from, banking on the power of being a trusted advisor.
This approach not only enhances business income but also strengthens the relationship between business owners and their clients by providing additional value.
How Kleq bridges gaps in platform innovation
James describes Kleq as a platform that integrates features from various popular services like Click Funnels, Kajabi, Circle, School, and Udemy into a singular, innovative solution, albeit without email marketing capabilities.
This combination addresses gaps in the market by providing a comprehensive tool for creating and managing online content and communities, with a strong emphasis on research and development to stay ahead of industry trends.
James has seen firsthand the evolution of web platforms, from his days promoting XSitePro to witnessing WordPress’s dominance, leading to the support of Kleq. His experience underscores the importance of adaptability and foresight in the rapidly evolving digital landscape. Here platforms like Kleq represent the next stage in web development, offering advanced features to meet current market demands.
James touches on the common practices of affiliate marketing. It’s important, he says, to recommend products based on their quality and utility rather than potential earnings. This ethical stance extends to his choice of platforms to promote, hence his recommendation of genuinely beneficial tools like Kleq.
Matt’s endorsement of Kleq underscores its value in providing a controlled, customizable environment for content creation and audience engagement. He particularly appreciates the platform’s ability to support diverse functions like list building, landing page creation, and hosting events.
Customization meets ease for digital creators
James highlights the advantage of customization in digital platforms, specifically mentioning Kleq’s flexibility that allows users to tailor online environments to match their brand’s look and feel.
This customization extends to colors, logos, and overall design, addressing a common limitation found in other platforms like Teachable or Udemy.
It’s important, says James, to create low-friction environments that enhance user experience, even for accessing free courses. Kleq scores high in this ability to facilitate both exclusive and open access to content.
The ease of use and management of Kleq is especially beneficial for small agencies or individuals without extensive technical teams.
James points out that with Kleq, users can enjoy the benefits of having a sophisticated tech backend without the need for coding skills or a dedicated web development team.
This makes Kleq a practical solution for those seeking control over their digital presence with minimal technical hassle.
From event attendee to industry insider
Matt’s journey from an event attendee to becoming an industry insider began when he seized the opportunity to connect with the copywriting community at Trevor Crook’s conference.
Unable to attend the first conference due to personal reasons, Matt made sure not to miss the second one. His proactive approach led to a collaboration where he filmed the event and produced a trailer, enabling him to learn from and connect with leading figures in the field.
This experience marked a significant shift in Matt’s professional trajectory, pointing to the importance of direct engagement and boldness in creating opportunities.
James emphasizes the transformative power of face-to-face meetings in the online world, sharing his own experiences of networking with copywriting legends at various events. These encounters facilitated valuable connections and friendships that significantly impacted his career. Personal connections, says James, have enduring value in a digital age.
For Matt, attending an event has given him great personal and professional growth. The confidence, resilience, and connections gained from the experience have equipped him with a comprehensive toolset for success.
James metaphorically describes Matt’s journey as selecting the right race, assembling a winning team, and continuously achieving victories, reflecting a significant transformation from his earlier self.
The strategic and tactical knowledge acquired from James, and the connections made through Trevor, have stood Matt in good stead in the German-speaking market. It feels, he says, like bringing advanced knowledge to an untapped market, because of the scarce appreciation for copywriting in Germany.
Humans being good to other humans
James and Matt discuss the division of labor in Matt’s business, focusing on marketing and fulfillment. Matt reveals he is fortunate to have a dedicated team handling the agency’s fulfillment, allowing him to concentrate on strategic consulting, learning, networking, and selling. This setup points to the importance of delegation and team support in optimizing business operations, enabling Matt to focus on growth and client relationships.
Matt shares a deeply emotional experience from a mentoring call with a doctor specializing in functional medicine. It highlights the impactful work of helping improve patient care through collaborative efforts.
Matt gains profound satisfaction from contributing to meaningful change in healthcare. It reinforces the value of functional medicine in offering alternative treatment methods, and the significance of Matt’s role in facilitating this transformative work.
James reflects on his own gratification from positive impacts he’s had on his community. It emphasizes the broader rewards of their work beyond individual achievements.
James and Matt celebrate the essence of humanity in business, focusing on the ripple effect of helping others and the fulfillment derived from supporting genuine efforts to make a difference.
Newbie becomes mentor
James talks of the transformative journey of members within his community, with emphasis on the impact of personal growth and the value of mentorship. He points out Matt’s progression from being new, broke, and sick to becoming a mentor himself, assisting others who are in the position he once was.
This cycle of growth and giving back creates a positive effect within the community, underscoring the role of empathy and connection in such transformations.
James further illustrates the significance of community support through his appreciation for the lower tier of his membership and the live calls that allow for direct interaction. These sessions are not just a forum for sharing challenges and victories but also a testament to the nurturing environment that fosters mutual assistance among members.
James’ commitment to maintaining these interactions, despite the potential for more lucrative opportunities, shows his dedication to aiding in the growth and success of others.
Transforming challenges into business drive
What advice would Matt have, asks James, for someone in the early phase of business where it’s a bit of a struggle?
Matt recalls talking with an entrepreneur in Munich, who spoke of the concept, pain equals purpose.
Matt looks back to when he was a chronically ill patient, who felt overlooked by the medical system. He channeled that pain as an entrepreneur into a dedication to eradicate that same suffering for others through his agency.
There’s power in leveraging personal challenges as motivation to create solutions addressing significant societal pains.
James reflects on his own path, from working exhaustive hours under financial pressure to achieving a lifestyle where he works significantly less, while maintaining a substantial income. He attributes his success to focusing on purpose-driven activities and leveraging his experiences to assist others.
This illustrates the idea of turning personal solutions into opportunities to help others, and the importance of intentionality in all endeavors.
Integrity over hype in business solutions
Matt stresses the importance of choosing business platforms based on client necessity, rather than simply relying on industry hype. This reflects a commitment to providing genuine value to clients. It’s a call to action for businesses to critically evaluate tools and platforms that align with their strategic goals and the actual needs of their clients.
James looks at integrity in sales and marketing, contrasting genuine customer care against the backdrop of sales tactics often employed by “gurus.” He remembers being impressed by a social media influencer, whose honest promotion of an Indian vehicle brand showed an authenticity and genuine concern for the audience’s best interest.
It’s a reminder that success in business, including sales, stems from a deep care for customers’ well-being and making recommendations based on what truly benefits them, rather than pushing for higher sales or commissions.
James advocates for offering solutions that genuinely serve the customer’s best interests, even if it means suggesting options that might not directly benefit one’s own business. This integrity-driven approach leads to more meaningful and trustworthy relationships with one’s customers and potential clients.
Streamlining sales with Kleq
Matt shares his experience on how the platform Kleq streamlined his sales process, making it highly efficient and customer-centric. By collecting questions before a webinar, addressing them during the event, and then directing interested participants to an FAQ section on a Kleq mini-membership site, Matt was able to ensure that sales calls were more about confirming a good fit rather than hard selling.
This approach highlights the importance of understanding customer needs and providing tailored solutions, facilitated by the versatility and functionality of the Kleq platform.
James expands on Matt’s strategy, emphasizing the concept of a “decision-making call” rather than a traditional sales call, which helps reframe the sales process as a helpful consultation rather than a high-pressure tactic.
James praises Kleq for its capability to support such a nuanced sales approach, noting the platform’s comprehensive features like information products, funnels, sales sequences, communities, and push notifications.
Kleq, says James, has been ahead of the curve, offering functionalities that are only now becoming popular in other hyped-up programs, underscoring the platform’s value in creating a seamless and effective sales funnel.
Optimizing engagement: beyond email integration
The conversation highlights a strategic approach to enhancing customer engagement without relying on built-in email systems within platforms like Kleq. James and Matt discuss the limitations of integrated email services and advocate for using specialized email marketing tools like Ontraport and Active Campaign for deeper integration and better functionality.
This approach allows for sophisticated tagging and segmentation, enabling personalized communication based on user actions, such as engaging with specific content within a membership site.
James elaborates on the power of automation and tagging in email marketing – targeted emails, he says, can significantly increase engagement and retention. By setting up triggers based on user behavior, such as watching a video or failing to log in, businesses can automatically reach out with highly relevant messages. This method not only improves the open rate of emails but also deepens the relationship between the business and its customers, demonstrating a proactive and caring approach.
Unlocking health and business potential
Matt expresses his gratitude towards James and credits the podcast for enabling him to connect with influential figures like Trevor, highlighting the importance of community and content in his journey. He reflects on the pivotal role these connections have played in both his personal growth and business success, illustrating the transformative power of networking and the positive impact of engaging with insightful content.
James in turn attributes several personal health improvements to Matt, as well as to the advice and support he has received from his audience and guests on his show. Individuals like Matt, Anita Chaperon, Jonny Deacon, Zac Mason and Tamas have all contributed to his wellness journey, including changes in sleep quality, dietary adjustments, and physical fitness enhancements.
There’s a reciprocal value, says James, in community engagement, where shared knowledge leads to mutual growth and well-being. And it pays to adopt a holistic approach to health and business.
Interested listeners can follow Matt on Instagram for insights into functional medicine. He offers assistance in finding reputable doctors, and provides niche yet vital information from the functional medicine space.
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