Steal this viral ecommerce marketing hack

Have you ever tried one of those grip strengtheners?

It’s 2 mini handles attached with a spring. You squeeze it in your hand to improve your grip strength (I flash one here if you’re unfamiliar).

They’re great for rock climbers, desk workers, weightlifters, etc.

^ this is starting to sound like an SEO-optimized Amazon title 😂

I just found a company in this space with a VERY interesting viral marketing campaign.

Maybe you can copy it and make a ton of cash.

The company:

Iron Mind

The products:

A line of hand strengthening products called “Captains of Crush”. They’re sold as individual units (e.g. 60lbs of resistance, 80lb, 100lb, etc.) and as bundle packs.

Any normal ecommerce company would have stopped there.

But not these guys!

They set up a “certification” for people who can successfully close their 280lb grip trainer. It’s sort of like qualifying for a Guinness World Record.

You can check out their certification rules here:

https://ironmind.com/certification/captains-of-crush/rules-for-closing-certification/

People from around the world submit videos of themselves (like this one) closing the 280lb Captains of Crush gripper in order to receive their official certification and be listed on Iron Mind’s website. Eternal glory.

And for the company, there are SO MANY MARKETING BENEFITS:

– free video ad content. The certification entries double as video testimonials

– locks customers into their specific line of products (customer says: “I could buy from another brand, but then I can’t get certified”). As you may know, I’m a big fan of creating “product ecosystems”

– increases lifetime value. They can sell customers on a $36 item 8 different times (a $288 LTV) until the customer is strong enough to get certified

– buyers who HAVEN’T become certified yet will see successful certifications as proof that the products work

– the winners will talk about their achievement, which markets the products for free

– the certification associates the brand with high achievement. An aura of exclusivity

– establishes the brand as THE authority and the “measuring stick” in the market versus other grippers who don’t certify their customers

Realistically:

Anyone can private label hand grippers from China.

This product is usually a commodity.

But this brand has successfully gained market share by building a certification program.

So…

Does it make sense to do this in your market? (it won’t for everyone)

Examples:

– supplements can certify people for reaching a certain body fat percentage or reaching a certain muscle mass

– if you sell SAT prep flashcards, you can certify folks who score above 1350

Whatever end state your customers want, reward it.

A couple things I notice about successful certifications:

– it has to be difficult to do (for that “exclusive club” feeling)

– it has to be measurable and quantifiable (a specific, trackable number)

No product exists in a vacuum.

People buy because they want a result.

The certification clarifies and celebrates that result, and in the process, you get rich.

For more Amazon-building breakthroughs, I recommend you get in touch with us.

We spend over $13 million dollars a year on Amazon Ads on behalf of brands like Everlast and 100s of others.

It’s all we do.

And, we’re pulling back the curtain on our Amazon FBA playbook in private, 1-on-1 Zoom calls.

On the call, we’ll get to know about you and your Amazon business.

Then, with your product knowledge and our Amazon Advertising specialties, we’ll craft a plan to profitably scale your company. We don’t even have to work together on it. You could just take it and run 😉

It will be the best call you’ve had in a while, I’ll tell you that much.

Go ahead and book your call here and I’ll see you on the other side:

https://calendly.com/asteroidx-chat/eval

https://calendly.com/asteroidx-chat/eval

https://calendly.com/asteroidx-chat/eval