Conference By The Beach: My 14 Biggest Takeaways from CaboPress

What can I say about CaboPress?

Should I tell you about the 5-star resort? The endless seafood? The bottomless mar de Cortezes?

What about the all-star list of participants and presenters?

Did I mention all the sessions happen by the pool?

Let me first start by introducing you to Chris Lema.

Chris Lema is a master at many things—but for our purposes here, he excels at getting the right people in the right place at the right time. That’s what he’s built with CaboPress.

I was fortunate enough to be invited back as a presenter (Chris calls them “hosts”) to talk about experimentation and how it’s the key to growing your business.

I learned a lot. Enough to fill 50 posts. But you don’t have time for that. So I distilled the week down into 14 meaty wisdom gems for you to sink your (proverbial) teeth into. Enjoy.

Surf's up! (Not really. You'd likely drown surfing these waves. Bummer, dude!)

Surf's up! (Not really. You'd likely drown surfing these waves. Bummer, dude!)

1. Bundle Your Services via Chris Lema

If you’re a service provider, bundle your services to meet people where they’re at and place them in “tracks”, e.g. “Advanced Track,” “Intermediate Track,” “Beginner Track.” That way you can say to a prospect, “if you’re at this stage in your business, you need to do the Intermediate Track.”

2. Use “Even If” Statements via Jennifer Bourn

Start using “even if…” statements: We can help you do XYZ [intended results] even if you have ABC / struggle with ABC / don’t have ABC, etc.

We can help you lose weight even if you’ve tried everything before and it didn’t work…

3. Audience First via Brian Clark

Audience first. Always. Build an audience first and then let them tell you what to build next.

4. Audience or Product via Brian Clark

In a partnership, you can be the one bringing the audience or the one bringing the product/technical know-how. Do everything you can to be the one with the audience.

Chris, dropping knowledge bombs...or just telling us where to eat dinner for the night.

Chris, dropping knowledge bombs...or just telling us where to eat dinner for the night.

5. Email is the conversion channel—no other channel even comes close (Brian Clark).

6. Psychographics not Demographics via Brian Clark

In the Internet age, consumers are making purchasing decisions based off their psychographics (values, lifestyles, and attitudes) not their demographics.

7. Every new technology movement starts with novelty use-cases, e.g. buying two pizzas with Bitcoin, NFTs, etc. (Brian Clark).

8. Building Community Online via Brian Clark

Here’s how to build a community: tell people “you are different like I am different—let’s succeed together.”

A random stranger wearing the same hideous Hawaiian shirt as me.

A random stranger wearing the same hideous Hawaiian shirt as me.

9. The mark of a good brand is saying the same things over and over (Chris Lema).

10. Back to the Future via Brian Clark

The easiest way to generate products or content for your audience is to ask the question, “would this have mattered to me 10 years ago?” Often our past selves are our best use-case!

11. Building Microsegments in Your Business via Chris Lema

  1. Acceleration: How do I get next year’s results now?

  2. Accountability: What should I be focused on now

  3. Assistance: What do I do and how?

Sessions. By the pool.

Sessions. By the pool.

12. Whales, Dolphins, and Minnows via Chris Lema

Your customer list will generally break down like this:

  • Whales = 3% of your list generating 15% of your revenue

  • Dolphins = 15% of your list generating 80% of your revenue

  • Minnows = 82% of your list generating 5% of your revenue

Know the difference between the three categories.

13. Your Core Values via Brian Clark

Your core values can be found by answering these questions:

  • Who Am I?

  • What’s Important To Me?

  • What’s My Purpose?

14. Strategically be you. (Chris Lema)

If you've enjoyed this post, make sure to hit Chris up on Twitter and let him know ;)

Chris Lema (@chrislema) | Twitter