Matt: Hey everybody.
It's mad here.
Today, I'm talking about something.
Uh, a new project that I'm working on.
And I want to go over the details with you.
Along with a few other updates that are going on.
So.
Uh, let's talk about.
How to restore a failing niece site.
In less than three months, let's get into it.
Oh, welcome to another episode of money lab.
My name is Matt.
in case you were wondering if you're new, that's how you say it,
or at least that's how I say it.
A true Italian would slap me as I say.
Oh, it is, uh, February early February.
And.
In January.
I really didn't do anything.
If I'm being honest.
Uh, You know, I kinda, I, you know, every year.
In January, I go really hard.
In business or health or.
You know, you know, it's like that new year's resolution.
Everyone's.
You said that big reset button.
And this year I made a conscious choice.
Not to do that.
I'm like, I don't want to, uh, because what happens is every year I burn out, I
burnt out by this time every year, because I'm, I'm trying to work out every day.
I'm trying to, you know, launch some new, big thing.
And so I decided to take off in January.
I decided not to work.
We're not to, I worked, I mean, get, give me a break.
I worked.
I love working.
I just didn't.
Do any big, hairy, audacious projects that would consume.
A ridiculous amount of my time and turn me into a.
Zombie, which is what happens.
I just walk around the house and I'm still like in work mode.
And so.
Uh, I decided to make February that, I guess it's still like, okay.
I am.
Embarking on a few projects in February.
Including my health.
Um, I would like to drop some lbs.
And a lot of LPs I've done it before.
I want to do it again.
Uh, you know, The business is doing well, everything that I've been doing money lab.
You know, some university and the other mum will talk about.
They're all doing really well.
And.
So now I think in 2022, as things I guess, start to get back to normal, we'll see.
I thought that was 20, 21, but we'll see.
I got to work on me personally.
Uh, as a person, you know, back to like reading books and.
Mental health and physical health and all that stuff, but that's
not what we're here to talk about.
The project or projects, I should say that I'm embarking on.
Uh, there are, there are two business projects that I want to discuss.
Along with some other things.
The.
The one project that I kind of decided to do, uh, Like two weeks ago.
Is I'm going to launch another money lab course.
And I sat and the reason I'm doing this is because for the last, pretty much January,
that the work that I was working on.
You know, the minimal amount of work.
And I want to say a, not a lot of work.
I mean, Hours in the day for me, you know, I, I took off the weekends.
I worked a normal, like, I guess in my case, like 10 to
six is kind of my schedule.
So, you know, It's normal eight hour days.
With a long lunch.
Uh, I'll admit.
Uh, I was working on email marketing.
I was doing.
A lot of improvements in active campaign.
I talked about that on the last episode.
And.
All of that work.
I, I, you know, I've been kind of.
Sending out, I send out an email, you know, to the money lab, audience.
Every week, try it, try to do it every Wednesday.
And every Wednesday for the last, you know, four to five
weeks has been kind of email.
Marketing driven.
To the point where I was like, okay, Uh, even in money lab pro, even in
the community aspect of money lab.
There has been a lot of talk about email marketing.
And so I thought.
All right.
Maybe it's time to do an email marketing course.
And.
That's not all you.
So I put it out there.
It is.
It is up for presale right now.
If you go to money, lab.co/email-marketing, you can find it.
It's going to launch March 1st, perhaps earlier.
Okay.
We'll see.
Um, And so again, I've been sort of building up this.
You know, I haven't really been building up the course, but I've
been talking about email marketing for a month, month and a half even.
And I'm still working on it.
I'm still doing stuff.
And I'm like, okay, I got a solid, I got a solid plan for how
I'm doing email marketing, you know, for the foreseeable future.
You know, using active campaign, but honestly it doesn't matter which
email service provider you use.
You use convert kid, you could use drip, you could use, you know, a
cheap one, MailChimp, whatever.
The strategy is the strategy.
And.
The course is going to be similar to the Isana for bloggers course, where it's
going to be just sort of my strategy and how to implement that strategy.
You know, sign up for bloggers being, uh, For editorial or running your business,
but mostly editorial calendar stuff.
For writing content on your blog.
Consistently.
So email marketing for bloggers is the name of the course
it's coming out March 1st.
And here's the kicker for me, not for you, but here's the kicker for me.
Um, One of the things I'm, I'm trying to focus on in 2022 with
my business is staying in my lane.
My lane, I have my three brands and creating.
You know, I've been working so hard.
On.
You know, fixing the email marketing side of things, the.
Uh, sales side of things.
And I'm calling it, like I've been plugging up the leaky bucket.
For an entire year.
Now in 2022, I feel confident that I can just start.
Scaling with content, meaning putting out a buttload of content to bring in
more traffic and that traffic I know.
And I'll be confident in.
Conversions people will spine my website, find the articles, find the videos.
And go, I like this.
I want to subscribe.
I want to buy what this person has to offer.
On all my brands.
So again, I feel like I've been accomplishing that mostly.
Plucking the bucket, and now I'm going into content mode.
Part of that is I want to create more content on money lab.
And last year.
I don't really remember.
I think I may have only created like four articles.
Uh, actually let me just, I'm going to pull up my website real quick, cause
I'm pretty sure I didn't do much.
Uh, not that I didn't do much last year, but yeah.
Uh, the money lab live experiment.
Was in the beginning of the year of 2021 that didn't work out.
Then I did the gazillion dollar sales funnel experiment, which did very well.
Uh, that was in April, March, uh, March, April, may.
And then I kind of took the summer.
Uh, towards the end of the summer, I did the untouchable business model.
Yana touchable online business model at that, wasn't just an article.
Based on, you know, my year so far.
And then in October, I did my 31 day YouTube challenge where I was publishing
a new videos, um, tear down videos, website, tear down videos, which
I plan on doing again, by the way.
I still have a massive list to get through.
And I do plan on doing that part of what I'm talking about.
And then at the end of the year, like every year I do my annual business review.
Now I haven't had any new content.
I D I haven't published anything new on the site until today.
Um, but, but before that I had, I do have two pieces of content.
One is the one I'm talking about today.
And two is this email marketing challenge.
So I've done.
Challenges, I've done three challenges.
Since two 20, what?
2015 is when I started money lab.
Right.
2016.
Those three challenges.
The first one was my sauna for bloggers course.
I built that I built and sold it in seven days.
And it's a, it's a relatively small course.
And I've I've since updated that course.
So now we're really on a sauna for bloggers 2.0.
Which I think I updated last year.
Uh,
And then.
I did the SEO for bloggers course in six days.
Right.
Uh, that was.
I forget what year?
That was 2018.
I think it was, um, That course is still going strong.
Still my flagship course, still the one everybody talks about.
Then I did another challenge where I built my hot tub course on
swimming diversity in three days.
Because.
I it's, uh, I think it was only 15 lessons, so it was a relatively small
course, but I did it in three days.
So I thought it.
For this email marketing for bloggers course.
I'm going to up myself.
And probably what will be the last of these.
Of this four part series of building digital courses or building online courses
in, in a very short period of time.
Because honestly, I think.
Uh, You know, the, the goal is to get the course out.
You can always improve the course.
You can always do that.
You can always improve online stuff.
Okay.
And so this one I'm thinking.
I can do it in 24 hours.
So that means.
And to tell you the truth.
This course that I'm working on this email for bloggers course has more video
lessons than the Asana for bloggers course, which took me seven days.
And my hot tub course, which took me three days.
Uh, so it's I, so I think what did I have in the SEO course?
The SEO course has like 35, maybe 40 lessons.
This one is roughly.
I outlined to around 25 lessons.
And.
I'm including that outline in this 24 hour challenge.
Am I literally going to do it in 24 hours?
No.
So that's sort of the caveat and it's more of a, I'm doing it in 24 hours.
That's two, eight hour days.
So really 16 hours.
And.
I do have a plan for this, and it will be an article on money lab on
how I'm able to accomplish this.
You know, But it does have some prerequisites, obviously, like
I've done this three times.
I've done some more than three times.
I have many more courses across all my brands, so I've done it before.
And I know, and I have a setup.
I have a permanent setup that I'm speaking on right now.
Where I can get it done.
And all that stuff.
So I have the plan.
I already wrote about half of the article.
I haven't accomplished it yet.
I haven't actually like sat down and built the course in 24 hours.
But that's going to happen.
I think before.
We'll definitely happen before the end of February.
So keep on the lookout for that.
I will probably do a podcast episode about it, just to kind of recap it.
Uh, but not until after I'm done this episode, however, I've gone long enough.
This episode is about an article that I released today.
You mean, you might be hearing this later.
But it's something that I've been slowly thinking about for the, for in January.
On like, what's my 2022 plan.
Right.
By 2022 plan is content that's.
The magic word is like, Matt creates content.
He's plugged the buckets.
And now he can fill them up.
With the sweet, sweet liquid.
Of traffic.
And visitors.
Uh, and so.
The one brand of all my brands.
So you look at some university.
Kicking ass.
Steph's helping me with the content side of things.
So she's doing YouTube videos.
She's updating blog posts and creating new blog posts.
I'm doing graphics, I'm creating ads.
We have physical products.
We have digital products.
We're good to go there.
Things are carrying forth.
If that's a phrase.
Money lab.
I spent a lot of time in 2021 plugging up the bucket.
Right.
I got a good lead magnet.
I got my courses.
I got a new course coming out.
I'm now focusing on content.
What you're hearing the podcast is part of this right.
Videos on YouTube.
This article that I'm talking about.
But the one.
Brand that is suffering.
Is brew cabin, which is my third brand.
And it's my passion brand.
It's my home brewing website.
I am a home brewer.
I brew beer every week.
I try to brew beer every week.
I built a home brewery in my garage.
I am.
It's the thing that I do.
It's my pastime.
And, and honestly, it's like my favorite thing in the world.
It's like, beer is my favorite thing in the world.
Favorite.
Non.
Animated thing in the world.
Uh, and so.
I've sort of committed to this idea that I'm going to restore this site.
And beef it up and plug the bucket and, and actually scale it.
And try to do it in three months.
Now the reason I'm doing this and the reason I'm choosing money
or brew cabin as my project.
At the end of 2021 and even January one of the ideas that sort of been.
Floated around, well, actually this, this idea has existed since money lab started.
I want to, I want it to buy a website and.
And flip it.
Essentially.
Uh, and flipping it, meaning like, What I, what I resell it, like what
I buy a site for say, $30,000, uh, you know, do all my magic to it.
And then, you know, a year later sell it for.
I don't know.
80,000 and go here's my profit.
I did it.
Uh, Not really.
My goal would be to buy a crappy site, do my magic and kind of sit on it and
let it grow and let it earn money for me.
And I'm sitting there going like.
You know, I went on empire flippers.
I've gone through.
You know, these, these deal sites or these website trading platforms and
every frigging site that I look at.
One, I'm not interested in it, which I didn't.
That really wasn't a criteria.
Like I saw this site, it was like a hunting website.
I'm like, I'm not in the, I've never hunted in my life.
I don't know the first fricking thing about hunting.
But.
Here's the site, blah, blah, blah, but every single site.
And I'm telling you, like I was looking at a relatively inexpensive sites.
And when I say inexpensive and I was not ready to do this, but like $50,000,
meaning I would have to put up that kind of capital to get that site.
That is a that's.
I am not, I was not comfortable with that.
Just just as a person and, and, and, and, and the person who values things, I value.
I value very, very few.
Uh, material things.
And I know what it takes to build a website.
And I just feel like that's a lot of money.
So.
Not only that, but when I looked into these sites, like a couple of sites
that I was able to, you know, get my hands on the analytics and stuff.
And as soon as you can know, the, as soon as you know, the main domain.
I just put it in the H refs.
And every site told the same story.
Every site was started in.
Two years ago or less.
And their backlink profile goes from zero to like a frigging
it's like a rocket ship up.
I'm like, okay.
And then a lot of them would, right before they were put it on the market,
you see their backlink profile, just like, you know, skyrocket.
And it's just obvious that like a lot of these sites are.
Literally built for the purpose of flipping.
And I just hate that.
I hate it.
I just hate.
I'm.
I hate the whole idea.
I hate the whole idea of having like a portfolio of sites and, and thinking
about it in the terms of real estate.
It's like.
Don't you give a shit don't you like care about anything.
It's like it's so.
Just transactional and, and, and robotic.
And it sucks.
If I'm being honest.
So I don't want to buy someone else's piece of shit website that they
throw up in fucking two seconds.
I don't, what am I, why would I want that?
And they hired a bunch of writers.
Uh, off of Upwork to just beef it up with content.
Uh, you know, they knew a little bit, couple of SEO tricks, they got it
up and then they're like, oh, we've got to beef up the blackened link
profile before we sell this bitch.
So they start, you know, paying for back links and they're like
GIP, eh, put it on the market.
See if somebody buys it before it fucking tanks.
That's exactly what I was running into.
No.
I have a site.
Called brew cabin.
I've been sitting on it.
And I haven't added any new content in three years.
It's just kind of been sitting there.
Now, uh, here's, I'm going to go over the numbers of this site because, um,
the way that I'm sort of approaching this sort of this challenge, I'll call it.
Is.
I'm taking every bag of tricks that I have every trick up my sleeve, every skill
set I have every lesson and every course that I've ever made and I'm applying.
What I preach, which I've already done kind of privately at my other sites.
And even in brew cabinet, but now I'm applying it all at once.
In real time for everyone to see.
Does Matt really know what the fuck he's talking about?
I do.
I truly believe that I do.
I truly know that I do.
It's not that not to pat myself on the back or anything, but
been doing this for a long time.
And it's sort of, you know, I'm very confident in it.
And I, and, you know, brew cabin has always just kind of been on
the back burner because I've always considered it a passion project.
And it's a lot of work for me because I want it to be, as you
know, I care a lot about beer.
I care a lot about homebrewing and so I want it to be great.
And so when I wasn't able to put the time and effort into it, I
kind of just let it, let it go.
So.
And, and the site has been failing, but let me kind of, let me show you,
or just explain to you the numbers.
So.
The story starts in 2017 when I actually built brew cabinet.
In fact, I came up with a name.
Which is not a hard name.
Uh, and I didn't call it beer cabin.
I didn't call it home brewing cabin or whatever.
And cabin is just, you know, I just liked the aesthetic of a
cabin and the idea of a cabin.
It has nothing to do with anything.
Um, But I'm fine with it.
It's it's it's works.
And so I went with Bruce so that I could expand into.
Uh, kombucha or cider or coffee or whatever.
Now coffee is a tough one for me, because not that I plan on getting into coffee.
Um, And I don't plan on getting into coffee, but since I sold a coffee
website, I, I, I'm pretty sure the.
A noncompete.
Is over, but you know, I'm not starting a coffee site, just like, and I even
asked, you know, in the non-compete like, Hey, I have a brewing site.
I need to be able to talk about coffee and the brewing site,
meaning, you know, coffee Porter or coffee stout, or, uh, whatever.
And that was completely fine.
Uh, so I started this site in 2017.
And.
I designed it myself, obviously.
And I hired a small team of writers.
Um, I forget how I came across those writers.
I think I just like put an email out to the money lab list and was like,
Hey, is anybody interested in home?
Brewing would like to write.
Um, so I had a couple of people, like two or three people.
And.
The original design of the site is not what it looks like in 2017.
In fact, I did it.
Uh, I set it all up.
And then I basically bailed on it.
Now.
Uh, during this time.
What's to at 2018.
I don't know what the fuck I was doing.
Some other.
Stuff.
Uh, I fought.
You flash forward to 2018?
Not only like a year after I built the site.
And I tried to make the site.
A whole new business.
I tried to like really.
Do a whole new thing.
So w I had, I was friends with a guy who helped me build earnest, which
is my, uh, which was my WordPress plugin, which I did an article on,
on money lab, which ended up becoming lasso, which I am no longer part of.
So I build these things and then give them away.
Uh, so I invited, uh, my partner, JP.
On to brew cabin because brew cabin was just there.
It was just this brand.
I had originally bought a.co because I cause the.com was taken.
And then I got offered the.com and I paid a lot of money for it.
I'm like, all right, I have this good brand.
I have this good.
Um, idea.
There's some articles, there's some traffic.
Um, but what, what's the, what's the move here?
Like what's the, uh, what's the business model.
And I talked to JP and JP is a developer.
And what I really wanted to do at the time was I wanted to create homebrewing
software that was web based because prior to me doing this in 2018,
There was no homebrewing software that was web based.
And I know what you're thinking.
What was it then?
It's not, it wasn't SAS.
It was all like you downloaded a D a D N G.
What is it?
I don't know though.
You downloaded it and you install it in your computer.
It's insane.
Now I think there was like one crappy one, but it didn't matter.
I was like, I can make a really good, I can make really good
SAS homebrewing software.
Here was the problem though.
We started by building a recipe database.
And that just kind of really fizzled out because it was just not, it just didn't,
it wasn't the right place to start.
And so the whole, the whole project is fizzled out.
Um, Now.
During.
So then we basically, like, I basically bought JP out.
Because it wasn't my, my wasn't much.
Um, I was like, look, this isn't working.
I just going to take the site and do content.
I don't want to, I don't want to build software.
Uh, and.
Then, you know, this then there's software came out.
That was actually really good.
It was a web based software.
That was really good that I currently use.
And so I reached out to them and I.
I kind of said, Hey, you should have an affiliate program.
Cause I'd be more than happy to.
You know, promote it.
And they did, but here's the interesting part about homebrewing software.
And again, you'll be namely not surprised, but, um, this
homebrewing software that I pay for.
I paid $20 a year.
So.
I don't know, like, as far as SAS companies go.
Uh, when, when, when do you make money on that?
Unless it's just like a S unless you're just like a one man show, which
I believe is the developer of this, the software that's out there that
I actually love and love to promote.
So.
I was like, okay.
I think I make four bucks every time I sell one, you know,
it's like, and it's for a year.
So whatever.
Uh, So I basically, since 2018, Have not done Jack shit with this site.
It is just I've.
I think I've added.
Maybe one new piece of content and maybe improved another P like, you know,
cause I was, I did my Keezer stuff.
I built a Keizer last year and I, I upgraded that article, but I mean,
That's that's pretty much all I've done.
The only other thing that I've done since 2018 is I started a YouTube channel.
For the brand.
And I only have five videos.
Now I have a, an episode planned about just the YouTube channel of brew cabin,
because it's an interesting case study.
We're not going to go into it here, but I'm going to continue to do that.
The the, the, the.
YouTube channel because I absolutely love doing that.
So here's the thing, 2018.
The site's kind of at its peak, you know, none of that's peak,
but it's, it's up and running.
It's been up and running for a year.
And I got about 105,000 unique visitors the whole year.
Right.
Um, Let me pull up my calculator because if we break that down, 105.
Uh, divided by 12.
It's about.
8,009,000.
Visitors a month.
So I'm again, no new, like that's the last time any real content was being.
Actively produced on the site.
2019.
The site goes up a lot in traffic to 351,000.
I should really say 352,000.
Uh, because it's, I'm just going to round up.
Uh, For starters, that's about.
Almost 30,000 visitors a month.
That's pretty good.
In 2020.
Right.
The pandemic hits everyone stuck home.
Home brewing.
Huh.
All right.
So now we're at 468,000 unique visitors or actually 469 valley.
Uh, I'll round up 469,000.
We'll divide that by 12.
Again, that that's, uh, that goes up to another 10,000 visitors a month
to almost 40,000 visitors a month.
Things are going well.
Now.
Um, Pandemics.
You know, We started getting vaccines and shit.
Uh, And here's where I swear to God.
It's literally when the vaccines happened.
This is insane.
In 2021, the traffic dropped from 469,000 visitors a year.
Sorry.
To 197,000.
Visitors a year.
That's a pretty that's half.
The traffic is just gone.
And if you go on the website, just go to money.
lab.co/restore-site.
This is where this article lives.
You will see the 20, 21 traffic.
At like at its very, very high February, March, and then April,
we start to see it go down.
May it's going down June.
It's going down July.
It's going down.
And then it just sort of like stays at this like plateaued level
from July all the way through.
Uh, And so I, you know, maybe it was like 2019 was a really good year.
And then 2020 was a good year because everyone was searching
for home brewing stuff.
And then 2021 was like, we're done home brewing.
We're going back to breweries.
We're drinking out.
You know, we don't have to make beer anymore.
Um, Maybe I think it's, I think, you know, I think it's my fault.
I neglected the site.
I think a lot of competition came to the market because, you know, homebrewing
did become more popular that year.
And I think a lot of there's a lot of capitalists that come in,
you know, the, you know, those guys that make those fucking.
Sites.
In two seconds and then beef up the backlink profile and
then sell it to a sucker.
That those people, they all come in, they all flood the market.
Same thing happened.
In, in swimming pools.
Same thing.
Uh, so what's the current status of the site as of today?
Well, um, Here's the interesting part about it.
In 2021.
Or up until 2021.
So while it was like all growing.
The site made money 100% with affiliate links and those affiliate
links were from Amazon and then another home-brewing e-commerce store.
Those are like the two big ones and they were pretty much equal.
And then just good timing for me, I guess in 2021 in early 20, 21.
In fact, February of 2021, I decided to create my first digital course because
I'm like, well, the traffic's good.
Like this is, it can make money.
And I did make money.
I made, you know, about $5,000.
In course, sales.
But then the site tanks.
So I made roughly.
So essentially in.
2021 or sorry, in 2020.
During the height of the pandemic.
I made close to $12,000 a year for the whole year.
And then in 2021, when the traffic decreased.
I made roughly.
Uh, 10,000.
So I lost about $2,000 and.
What's nice about it is like the revenue from affiliate marketing cut in half.
You know, obviously Amazon did their dumb shit where they cut
everyone's affiliate commissions.
Um, and then there was a lot of, uh, broken links on my website since I
was neglecting it because supply chain issues and people were buying up a
bunch of, uh, homebrewing gear in 2020.
And then in 2021,
There was nothing left.
So I, a lot of my affiliate links are just not available.
There's a lot of slack, a lot of links are broken and I wasn't paying attention.
Not to mention commissions were cut.
That, but at the same time I launch a course and then make up the difference.
So I only lost about.
10% of my revenue.
Just despite like, uh, 50% of my traffic.
So this is a similar story that I've had with some university and other
sites where I saw a, you know, swim university and money lab, where I saw a
decrease in traffic from 2020 to 2021.
But saw an increase in revenue in both those websites, because I had done my
job in optimizing and creating my own products and increasing my margins.
Okay.
So I did the same thing with brew cabin.
Except the traffic's just like, I need to work on it.
So what's the goal with brew cabin.
Now traffic's down.
Revenue is going to be.
More down in 2021.
If I don't do something about it, because.
At least I had a few good months in the beginning of the year.
Where I was.
Where I had launched my course so that, you know, there was a big push
there and I was getting some affiliate revenue in the early in the year.
So, if I continue, if I don't touch the site, I'm going to make, I'm
going to get way less traffic.
In 2022, and I'm going to get way less revenue.
If I don't do something about it.
The site is honestly in a good place, right?
It's got articles.
It's got 45 articles.
Okay.
It's not a lot, but it's got 45 articles.
It gets a hundred on page speed insights.
So it's, it's fast as shit.
Okay.
It's still getting.
About 10,000 visitors a month, which is not nothing.
And I'm sure it'll earn.
Maybe $6,000 a year if I did nothing.
So again, we're starting in a good place, but.
If I were, if I sold this site right now, I'd make about $30,000.
I could sell it for about $30,000 and that's taking $10,000 a month.
Uh, sorry, $10,000 a year.
So.
$10,000 a year with a three X multiple.
I could maybe get a four X, multiple, maybe a five X, multiple.
But I don't, I don't think, I think $30,000 is probably what
somebody would pay for it.
Although.
Yeah.
I don't know, whatever.
It's not bad.
Um, But that's not, that's not what I, that's not what I want.
I don't want to sell it.
Realistically, I think I could double the revenue.
I think, um, I think I could take 10,000.
Let's say it makes $10,000 right now by doing nothing.
I mean, I made $10,000 last year.
So let's just take that number.
I think I could get out of the 20,000 realistically.
Absolutely.
Realistically.
But my real stretch goal, my real goal, that I'm my ambitious goal.
My Mars goal, if you will.
Is $50,000.
So that's like five X-Wing.
The revenue.
And now let's talk about how I'm going to do that.
And sorry for this episode, running a little long.
The bear with.
Um, First things first.
I have a, I have a three-stage process and this is exactly what I would do.
And I I'll.
Do future episodes about this?
But this is, this is exactly what I would do.
If I were buying a site.
I'm kind of treating it the exact same way.
All right.
I bought this hunting site.
And I need to.
You know, five exit.
And, you know, I want to make $50,000 a year from it.
Personally, just take that money, use it to fund my habits and my brewery and
make more beer and do all that stuff.
Maybe even use it to one day, open a brewery.
Who knows.
All right.
So I'm using this as like, this is Matt money.
Okay, this is passion money.
Side money.
Pin money you don't talking about.
Three stage process for doing it.
Okay.
In three months, by the way, now I'm going to do all of this work.
In three months.
However, there's obvious.
There's an obvious growth scaling stage.
Which is ongoing.
So after three months, I will continue to.
You know, push it forward, but I won't be updating money lab about it.
Stage one.
I'm calling.
Fix the leaky bucket.
And I may come up with.
The better.
Uh, Uh, maybe it's just fix the bucket.
All right.
So the idea here is that I have a bucket, which is brew cabin.
And.
You want to fill it up?
You want to fill up a bucket, I guess.
What's the point of a bucket, unless you fill it with something.
And if you are filling it, in my case with traffic, And it's
got a bunch of holes in it.
Well, all that.
Traffic's just going to leak out and it just becomes this
like stupid thing you own.
So the goal is to fix the holes in the bucket so that as I'm pouring traffic into
it, I'm actually collecting something.
And I'm not talking about revenue it's well, I guess I am talking about
revenue, revenue, all that stuff.
So the first age has fixed the leaky bucket.
That's bad metaphor, but where are we gonna do?
One I'm going to install carbonate, reorganize it better.
Internal SEO, faster site, even though it's kind of already fast,
just better organization, better.
Cross-linking all that stuff.
Then I'm going to improve my sales page for the only course that I have.
I mean, prove that sales page, hopefully, um, when the site's
a little bit faster, easier to.
To organize for the traffic that is currently coming to it.
Perhaps I can get more sales, just having a better sales page.
Then I'm going to create a more compelling lead magnet to attract
and increase email subscribers and send those, send those people to the
sales pages and to affiliate links.
Bye.
Improving the, the subscriber onboarding automation through my
email marketing platform, active campaign and an increase core sales
and a boost affiliate commission.
So.
Uh, and that means having an onboarding sequence where I'm actually promoting
my course and I'm promoting affiliate products, and then I'm going to
create an evergreen newsletter, which I kind of already have.
It's just very bad.
Uh, I'm going to improve that again.
Adding affiliate links to it, adding course links to it.
Improving sales.
And then creating flash sale automations all of these things, by the way.
Are all things that will be in the email marketing for bloggers course, all these,
all these pieces that I'm setting up.
That's the first stage.
At this point, I can be confident that if I put any time and effort with the
harder part, which is the traffic part.
I know that I can safely.
Increase my traffic and increase the spend because maybe I have
to hire a writer or writers.
To help me.
You know, get the traffic.
I know that if I invest in that I'm going to get paid on the back end.
Meaning I got my, I got a good sales page.
I got I'm collecting email subscribers.
They're being pitched constantly automated through email.
I'm good to go.
Now I can invest in SEO.
Stage two.
Filling the bucket that I fixed.
Okay.
So now the first thing I'm going to do there is I'm going to do a content audit.
I know there's only 45 posts, but some of them.
Suck.
Eh, some of them suck.
For me, according to me.
All right.
I may consolidate a few posts.
I may flat out just remove some posts that just aren't, that
just don't get any traffic and just don't help the site at all.
Um, And then improve articles.
So the first step is to improve the articles that are already
there that are so close to ranking.
So I can start getting that traffic.
Like these are easy, easy improvements.
Then once I've like gotten, you know, once the site.
I mean, you know, maybe it drops from 45 articles to 40 articles.
But those 40 articles better be fucking banging.
You know what I'm talking about and they better have a good key word.
And they better rank.
That's the goal.
Then I will create an editorial calendar by doing keyword research.
Using a sauna for, you know, doing keyword research, using SEO for
bloggers doing, uh, creating an editorial calendar, using a sauna.
I signed up for bloggers.
Okay.
And then at that point, That's going to be all built out and I will start to create.
Those articles myself.
Because I know that the content inside and out.
And I will create.
Uh, you know, little graphics, maybe a little videos, whatever.
But then once I do that, so that means I've fixed the bucket.
I've optimized.
What's already in place.
Okay.
I fixed all that.
Now it's time to scale that bitch.
Bye.
Growing the bucket, which is again, a terrible metaphor.
But I'm going to grow it.
By creating a very tight process for writing, editing,
and publishing new content.
I may we'll see.
Look into hiring writers just to help me stay on track.
Even though I will be the managing editor in chief.
I may have to have first draft people.
You know what I mean?
Get the, get the writing in place.
I can add my own spin and touch to it.
Increase it, improve it.
What have you.
Add graphics, add video, add photos, all that stuff, because I have the brewery.
I can do all that.
Um, So I may hire, we'll say I'm not a hundred percent sold on that.
Then add some more courses.
Because I only have the one course and it's an advanced homebrewing course.
So.
I think if I created some beginner courses, that would be really helpful.
Um, But adding more options for people to buy and then getting specific.
So I may do a course on just extract brewing, which is a very, very beginner
course, but then there's like beginner, all grain where I have to use my old
equipment go outside and film something.
That's like the basic all-grain process.
And then I can do specific courses, like micro course.
It's sort of like I do on money lab where I could do like how to brew this
style perfectly, or how to, uh, master water chemistry specifically, or.
I don't know.
You know, just fermentation.
Uh, just the, you know, uh, of course on fermentation or a course on, um,
I don't know.
That just there's.
I can think of stuff as I think if I'm, but that's the other idea.
So then, then it's adding courses now in the process of this three month thing,
I'm probably not going to create a course.
So that might be something I have to update it.
The last thing.
At for scale, which is something I'm doing at some university,
which is looking at white labeling products, physical products.
I don't know if I necessarily want to get into that for brew cabin,
but it is absolutely a possibility.
If I have the audience.
Now when I like going back to the content side of things.
Yes.
We're talking about articles.
Yes.
We're talking about SEO, but I also have plans for the rest of
the year to do YouTube videos.
Now, if you go onto brew cabins, YouTube channel.
You will see that I have five videos.
And when you want, if you watched them.
You know, then thank you.
If you do.
You'll kind of see that, uh, I've kind of laid this groundwork for not really
being able to create videos every week or doing any sort of process there.
They're very difficult to make because there's.
They're highly edited.
They're scripted.
Um, it requires like, so, so this year.
Um, I have four videos.
Then are all sort of like simultaneously being planned.
Some in my head, uh, some on paper I've got I've I've so
far I've bought equipment.
To do like three of the videos.
Or sorry for the videos.
And I've bought books to research on certain videos to like, The first video
I'm trying to come out with, which I'm supposed to be getting my prop.
At the, uh, this month.
Is a home brewery tour.
So it's going to be the sixth video on the, on the site.
It's a followup to the first video that I have, where I do a tour of
my current brewery, which is in the best state it's been in forever.
And.
Uh, I'm planning on doing it.
Like a episode of Mr.
Rogers, which does have some puppetry and, uh, some, some ma scale modeling.
It's very ambitious.
Isn't.
It's insane.
Uh, so that's, that's one video I have, I have in the, in the works.
I have one about Mikey's to which, you know, if you're at home, if you're
into beer, you might know what that is.
Not, you know, don't concern yourself.
Uh, one about decoction mashing and check style lagers.
Um, one about.
Um, What was the, uh, aye.
I'm growing my own hops again this year.
And I'm trying to think of the other one.
I have one.
About I have one about Kolsch.
As well, I don't know.
I have all these.
Again, they're all kind of up in the air, but, um, and I'm
working on getting the equipment.
In place that I can actually perform these videos, but I have to script all of
them anyways, long story, but, uh, yeah.
That's the plan.
So, uh, go over to money.
lab.co/restore-site to read about this, to keep, uh, updated on it.
I will send emails to you.
I may do a follow-up podcast episode, but that's what's happening.
And I think it's interesting.
You know, just to think about it.
Do you have a site that's being that's neglected?
Do you have, you know, instead of you.
Uh, And this is something that I, I kind of yell at people for nowadays
where it's like, Hey, the reason that I'm where I am is because I've
always worked on some university.
I may have had.
I mean, may I definitely have shiny object syndrome and start many, many projects.
But I've always worked on some university.
It it's always been a priority for me.
For the most part.
But that's why I'm here.
So my university is the reason I'm here.
Money lab is, is, is, you know, Nowadays it could, it
could technically be the plate.
Why I'm here.
I could, I could certainly make a living off money lab.
If I didn't have some university, which is.
And I hope to do even better in, in 2022.
Uh,
I want this to be the same with brew cabin.
So.
If you have a site that you're that's neglected or, you know, maybe you started
it, but then you did something else.
Now you have two sites and none of them are working.
Do what I'm doing.
Take one of the sites.
Okay.
Or if you want to buy a site, you can buy a site, follow along
with me, do what I'm doing.
It's basically a giant course on building a blog.
Um, um, I'm not going to be teaching anything.
I'm just going to be showing you what I'm doing.
But I'm basically taking every single course I've ever made for money lab.
And I'm putting it to the test in this one site.
Now because it's homebrewing, it's probably not going to like,
do some university numbers.
There's not, there's literally only a million homebrewers in
the United States and there's like, You know, 25 million pools.
So the audience is going to be smaller.
But.
You know, I'm not trying to get up to half a million.
I'm trying to get up to 50,000.
Dollars a year.
So we'll see.
I think we could do it.
Anyway.
Ah,
Send me an email.
Let me know what you think, uh, and really want to hear from you.
And, uh, With that said, oh yeah.
Money lab mad@moneylab.co.
Send me an email again, I look, dude, the last time.
I sent out an email or I said I did a podcast episode was because somebody.
Somebody emailed me and was like, Hey, when's the next episode coming out?
I'm like, oh, now.
Let me just let me hit record.
And do it.
So, uh, yeah.
matt@moneylab.co.
I'll see you next time.
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