Logan Paul is a YouTube star.
If you’ve never watched him, he lands somewhere between The Three Stooges and Entourage. And he’s easier to watch if you have severe ADHD.
But even if you hate his channel, you can’t argue with his popularity. Each of his videos gets between 3 million and 7 million views – with a few clocking in at over 50mm views.
For reference, viewership on CNN during primetime is less than 1 million people.
In addition to the YouTube ad revenue and brand deals, Logan Paul also has his own clothing line called Maverick. Maverick sells t-shirts, hats, hoodies, workout clothes, shorts, and yoga pants – the standard fare for YouTube merch. He sells all of this on his online store.
These are basically the same hoodies that you can get anywhere else – except they have his logo. You’ll pay between $15-$30 for them normally. Add the Maverick logo and they sell for about $55.
It costs between $5-$10 to make a hoodie.
Dozens of stores online sell similar hoodies (without the Maverick Logo). These companies are spending millions of dollars on Facebook ads to drive sales of hoodies on their online stores.
They are promoting the product itself. You’ll see words like “soft” or “warm”. They push the features of the product.
This is the conversion mindset. Take cold traffic and try to make it convert.
This is by far the hardest type of traffic to convert. And when you play at this level (whether you’re selling hoodies, cars, B2B services, or anything else), you’re in the 90%. You’re competing against everyone else who is either incapable or too lazy to build a real brand.
It can work. But it’s a slog.
You tweak ads, you push for conversions, and you try and maximize every penny.
Or you do the brand thing.
Logan Paul launched a Black Friday Special on his store and cleared $2 million dollars in one day.
Sure there were a few ads. And there was conversion testing.
But brand trumped all. It was the Logan Paul Brand that sold the hoodies. Not how “soft” or “warm” they were.
It’s not even the ads that really sold the hoodies. The ads just let people know about the specials. They were already familiar with the brand.
So if you’re trying to send cold traffic to a conversion page, you’re fighting an uphill battle. That doesn’t mean you can’t win. But you’re playing the game on hard.
Building a brand takes time, but once it’s done, you go from hard to easy.
With a brand, ads covert 10x better. You make more money. And you get to be more creative.
Brand is hard to quantify. It makes CFOs nervous because they can’t show 1-to-1 value.
But if you commit to it, brand will win every time.
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