In 2013, Matt Dippl was among the first biohackers in Europe, talking about functional medicine, and, among other things, teaching healthcare marketing. He’d never structured a business around it, however, till he saw what James was doing.
Taking his cue from James's product, Matt put up a paid chat wall where people could ask him questions. The business evolved from there, as Matt discusses in this SuperFastBusiness episode.
Biohacker Matt Dippl had never structured a business model around his expertise. Then he saw what James was doing… [05:18]
10XPRO takes a lot of complexity out of the membership equation. [07:30]
How did Matt go from subscription-based info product to producing done-for-you content? [10:14]
If you’re just starting out, you’ll want to classify your solutions… [14:21]
What’s a pod? Matt describes one of SFB’s most useful features and what it’s done for him. [17:54]
With a bit of confidence, the opportunities are endless. [21:49]
Two of the biggest aspects that affect business success are team and offer. [25:17]
James’s guest for this episode once told him to tape up his mouth. He wasn’t disparaging the podcast, but giving James a tip to improve his breathing capacity.
Matt Dippl was one of Europe’s first biohackers in 2013, and from what James could tell, an interesting guy, who you can read more about at fxmedaccelerate.com.
Matt discovered James first, and after befriending him on social media asked some questions and subscribed to one of his products, SuperFastResults Support Assist. It worked so well for him that he went on to join SuperFastBusiness.
It’s the dream for many to monetize their expertise, and Matt has done that, says James, at least three times that he knows of, which he’d like to talk about.
Among other things, Matt is a doer, James says. He does what James suggests and reaps the benefits, which is quite gratifying to his teacher. He was the second person to take advantage of the chat wall inside Support Assist, and right away thought it was brilliant. Here was a low-entry point where people could find out immediately if a product was for them, a strategy that would work well in the context of the ongoing pandemic.
What one biohacker did with the answers he got
So after joining Support Assist and asking questions, what did Matt go away and create, asks James? This was a bit over a year ago.
Before Matt started with the product, he had a WordPress website in the biohacking space. He was one of the first to talk about functional medicine in Europe, but he’d never built a business model around it.
He did host a series of six webinars for health coaches, teaching storytelling, content production and SEO, essentially aiming to empower them for online.
This gave Matt an email list of about 47 people who loved his free webinars. Then seeing James’s product, he thought, why not do the same? He could start a chat wall in 10XPRO and charge a monthly fee for people to ask him questions.
He started with that, and made a simple landing page where people could enter their email address. He sent his list a notification of his project via email, and it worked – people signed up.
Matt then decided he needed to plan his launch structurally, and went into the course John Lint had about 10XPRO. He learned how to do a mini-sale: put up a sales page, enter Stripe details, send an email, have a simple video on the sales page. That’s how he got his first members.
How simple it can actually be…
It’s encouraging, says James, to hear how small Matt’s list was. People too often think they need a list of thousands to even consider a launch. How different was the reality, asks James, from what Matt thought was needed? And was it hard to launch his first product?
It was not hard, says Matt, because 10XPRO eliminated the technical hurdle. He’d worked with WordPress and the Thesis Theme, so he knew how difficult it could be. And he’d done the Autoresponder Madness training with Andre Chaperon, so that prepped him on his small email list, which, small as it was, contained the perfect audience.
The experiment for James when he made Support Assist was, can it be this easy? Human instinct wants to complicate things, and that’s the hurdle for a lot of people.
It’s hard to grasp that with 10XPRO there’s no coding, no plugins, no themes, no linking pages together. You point to a domain, add your payment method, type some text, and click the campaign button. He and John have spoken many, many times about how easy it is.
From info provider to done-for-you expert
Now Matt has added different offerings to that first product. Can he talk about that?
Matt had a doctor involved, a functional medicine doctor. Functional medicine is a new way of doing medicine, says Matt, also called personalized precision medicine. He used it himself to get well after being diagnosed with an autoimmune disease. The short message is, just make yourself strong and focus on health. And get good information about it.
The doctor Matt worked with was keen to build his social presence through storytelling, videos and the like. But he told Matt he was too busy with patients. Eventually, he dropped out of the coaching membership. Matt understood. But that gave him the idea of a service, a done-for-you service for doctors.
Then something else happened. In a three-month Clubhouse marathon, Matt hung out with some leading German biohackers and doctors, every morning, providing health content. They invited experts every week, and each Friday invited their favorite doctors to give content.
One doctor was very good. He talked about the immune system, and gut health, and nutrition, at a very high level. But when people tried to get in touch with him after Clubhouse, there wasn’t even an Instagram account.
People wrote to Matt, wanting to talk to this doctor. Matt took screenshots of the conversations and sent them to the doctor, saying, People want to hear from you. They want your content. If you want, let’s build something.
Matt became that doctor’s content producer, building his social media account and content hacking framework, producing videos and creating text from that. Right now he’s making eBooks from some of that content. So that’s how he added a second arm to the functional medicine accelerate model, which caters for doctors.
Some tips for those starting out
This is important, says James: if you’re just starting out, you want to classify your solutions into different categories.
You might have do it yourself, where people want to learn how to do something and will need information.
Then there’s done with you, where customers will want an element of guidance, some coaching or mentoring.
The last category is done for you. These clients are generally time-poor – they don’t want to learn something, they just want it done.
“There’s huge demand for done for you. – James Schramko”
James thinks there’s huge demand for done for you. It’s one of the two main categories he coaches people on: agencies, which is done for you, and information product market, which is the DIY or the done with you type programs.
What he’s found is the same principles can translate across different categories. He started, for example, doing OwnTheRacecourse as a service, before he them taught it to clients as an information product.
Essentially, if you run an agency, you’re probably selling time. And if it’s you doing the work, and you don’t have a team, then you run out of capacity very quickly. You also have direct contact with the client, who often, when they’re paying money and don’t have much time, can have very high expectations, which causes many people to quickly get sick of their agencies.
“With information product, you’re essentially selling outcomes or results. – James Schramko”
Information product is a different kind of model, because essentially, you’re selling outcomes or results. And often, the costs are very low – you’re just selling electrons in many cases. There may also be a time component, if you coach like James and Matt do.
SFB’s pods explained by a user
One of SuperFastBusiness’s features is peer-to-peer content, created in the forum and in something called pods.
One of the first things Matt did upon entering SFB was join a pod. He would call it a mini-mastermind, and considers himself lucky to be an early user.
Once a week, Matt meets up for an hour with his podmates, Gert Mellak of SEOLeverage.com, and Tiina from Sweden. They’re very honest, he says, very raw, very open to each other. And just to have access to someone like Gert has helped Matt immensely. When Matt had a key sales call, for instance, and needed to structure a sales offer, Gert gave him some practical advice that was very hands-on.
To be able to meet regularly with such experienced business people and get that kind of input, says Matt, is priceless.
As far as the technical side, says James, the only people who can see a pod are him and the pod members. The members can have phone calls or group calls amongst themselves, but they can also tag James in their text discussions, or ask him stuff, and he’ll respond, because he checks every post in the forum every day, as part of his mantra.
To date, there are 10 or 11 pods in the membership, each with its own pace. There’s a power in shared commonalities, says James. And of course the different skills each member brings complements those of the others, and he loves being able to facilitate that.
That’s not all Matt does
Matt didn’t stop with his done for you service. James imagines his student’s newfound confidence is what keeps him taking on new things.
Matt agrees. He has a unique knowledge of medicine, having overcome his own autoimmune disease and studied Traditional Chinese Medicine. He built his own clinic, and so has a lot of knowhow in the healthcare sector.
He’s since gotten into functional medicine and is now packaging what he knows into another experiment, what he calls the Biohacking A to Z Products and Diagnostics Guide. A lot of people want to know how to fortify their health, so he thought, let’s build a mini-course.
His resource contains short videos about specific topics – gut health, diagnostics, etc. It includes the resource that helped diagnose his autoimmune disease, and some combinations of health products that he considers very useful right now.
It’s the third big experiment he’s running, and the cool thing, he says, is he’s building an email list with the general public. Then when he hosts webinars for doctors, for example, he can invite the public to them and educate them.
“It’s just crazy, isn’t it? You can get paid to do stuff you love. – James Schramko”
Very appealing for the doctor, says James. Matt has an audience for them, who are interested in what they have to say. It’s just crazy – you can get paid to do stuff you love.
Other aspects worth considering
What’s next for Matt?
He definitely needs to become better at the team aspect, he says. He was lucky to get a connection, via a SuperFastBusiness post, to an outsourcing company in Germany, through which he met his current business partner. Through him, he actually got his first team members as well.
Team is big, he realizes, because it’s a content game he’s playing. For that, he needs money, and to get money, he needs more customers.
And the easiest way to get money is have a great offer, says James. If he were to tell Matt where to focus, he’d say, Draft the most amazing offer you possibly can. In a previous episode with Mandi Ellefson from Hands-Off CEO, she was saying the first step is to help people make a big promise. That will get you the money to pay for people and make systems, step two.
“Help people make a big promise. – Mandi Ellefson”
Clearly Matt has the knowledge. One thing he could do is consider other markets, especially the US, where, like Australia, there’s a high level of obesity and health problems, as well as a health system that could be improved. There must be enormous opportunities for an amazing offer.
James is excited to see where Matt goes, and would love to have him back for a follow-up episode.
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