So tell me something about that mindset, about growth hacking, and are you still doingsomething like that? And if not, why? - So I still have a very muchgrowth hacking mentality, even in my personal life, right? Where when I'm dealing with my daughter, how can I end up gettingher to do what I want, instead of crying, quicker and easier. So when I pick her up in the morning, I come with a toothbrush in my mouth.
because I know if I puta toothbrush in my mouth, she'll want to brush my teeth, so she'll take my toothbrushand try brushing my teeth even after I brush, because I wake up before she wakes up, so I'll brush and everything. But if I come and do that, she'll come up, I'll be able to pick her up, I'll be able to read to her, and go on throughout my day much quicker than if I didn't do that. She would cry, ask for hermom, and it's a whole ordeal that'll take 20, 30 minutes. So I look for shortcuts or ways to get what I'mlooking for quicker and easier, and they may not all be conventional. For example, this yearwe'll release SEO automation in Ubersuggest and we'llrelease email marketing in Ubersuggest, whereyou can do all email. And I'll give you theexample of email marketing, email marketing in Ubersuggest will be a hundred percent free, unlimited contacts, unlimited sends. Whether you send 10 emails a month, or a million emails a month, it'll be a hundred percent free. - Okay.- because email marketing is cheap now, so it doesn'tcost much, but also- - Is it the same strategy that you used for Ubersuggest the beginning? You made it totally free, and down the line youbasically created a tool? - No, for email kind of, but not really. What I mean by that isit'll always be free to send out an unlimited amount of emails. - Amazing. - So like I look at it as, to me, that's a better creative way to grow. For example, did youknow MailChimp sometimes, for their CPC, pays upto $50 a click on Google? - No.- And you're getting a click, it doesn't mean that you get a sign up. So how many clicks youcan get to a sign up? And a sign up for MailChimpis a free sign up, and then, eventually,someone can pay, right? And I'm like, wait, it's just cheaper if I just give it all away for free. To me, that's the exampleof growth hacking. We're even doing something in Ubersuggest which will be, there's some people whowant the premium features that can't afford it, sowe're going to do something where it says you caninvite X amount of people and you can get a freemonth of Ubersuggest, but that's been done, right? That's an example of growth hacking. - That's Dropbox, just like Dropbox? - Yes, but I'm going to geteven a little bit more creative, where I'm going to dosomething where it says if you invite X amount of people, you can get a free monthor you can keep inviting, and if you hit a certainnumber of invites, I'll give you a SEO site audit, where my team will do the audit for you, or we'll write a blog post, or we'll do manual outreach and we'll try to build you links, right? Why can't I actually givethem more tangible stuff that's much more value? Have a free month of Ubersuggest, or would you rather have someone write a good blog post for you? You would probably takethe blog post, right? because that costs real money. - Exactly. - So I'm getting supercreative on how I do growth and I always have been. It's just the way my mind works. - So doing these kinds of growth hacking, do you even consider revenue somewhere, because this is going to takesome resources from you, right? Like doing all these things for free, making the Uber, like in the beginning, Ubersuggest was totally free, and people were using it, there were a lot of guys whostarted using Ubersuggest, and the same you're going to do for email. Where the revenue comes into place? How are you going to figure out that part? - So with the email, eventuallyI'll charge for things like better templates, bettermarketing automation, so really advanced features. Maybe I'll say, hey, double opt-in. If you want to remove it,you got to pay, right? So you can make certainfeatures paid features, but you can keep the corefunctionality pretty much free. because if you look at Ubersuggest, you can still do 90 pluspercent of the stuff, 95 plus for free, right? Like if you think about links, back links, Moz has a good API. We give away Moz's API for free, you don't have to pay. And it's just like you can end up getting the exact same domain score,the same back link history, eventually we'll add in link intersect, and we'll add all this stuff, again, majority for free, because it doesn't costthat much for the data. Same with emails; it doesn'tcost that much for emails. I ran the numbers, it costs me $20,000 to send out 400 million emails a month. Moz will just give it away for free. The cost actually isn't that expensive. 10, 20 years ago, when MailChimp started, it was more expensive to send out emails. Now, not so much. So the cost is continually getting lower, and if I send out more emails, my cost even gets less per email. So why not just give it away for free? It's cheaper to give it away for free than it is to acquire users and pay $20 or $50 a click on ads. - That's really, really interesting. That's really interesting. It's a totally different way of looking at cost per acquisition, right? Like acquiring more customers. - Correct.- Amazing, so, perfect. Are you also thinking aboutintegrating that with Shopify, the email service whichyou you're thinking about? - Yes, we will.- That's a really big market. - So we want to do a little bitdifferent things with email, like why can't someonejust buy within the email? Okay, what I mean bythat is you get an email. Here's a t-shirt for sale. Why can't I just click,select my size in the email without going to your websiteand click a buy button, and because I'm alreadya Shopify customer, or whatever it may be, I can click on a buy buttonright away, and it purchases? Why do I even have to go to a website? So we're trying to do alot of creative stuff. It'll take a while to do all that stuff, but yes, eventuallywe'll get into commerce and all that kind of stuff with emails. - Are you also thinking about SMS? Because that's alsobooming somewhere, right? - We are. I can't figure out away to do SMS for free, because the costs are justsuper expensive in SMS. - Yeah. - And what's funny is,in countries like India, where a customer doesn't spend as much because of currency exchange, right? Rupee versa dollars.- Right. - Big difference. It actually costs more moneyfor me to do an SMS in India than it does in the United States, right? - Right, right, right. - See, economics aren't aligning up yet, because I would want to giveaway more for free in India because the business doesn'thave as much money to pay, because they're not collectingas much money, right? because they're collectingmoney in rupees. - Right. - But my cost in India,funny enough, for SMS is more than in the United States, so it's actually backwards. The companies will paymore in the United States for SMS software, and the cost is cheaper. - Yeah. - The companies, from what we surveyed, will pay less in India, butthe cost is actually more. - Yeah, this is like India- - But Jio's changing things, right? Jio is trying to make more. - Jio is changing things,and WhatsApp is actually, that's the reason WhatsApp isactually very, very actively trying to monetize that market,because it's huge in India. WhatsApp is one of the biggest, you know? There is in India for instant messaging. - They are, but their platformis not fully developed yet for a business standpointto monetize, right? To create software they're working on it. - True, true, true. - They're working on it, and we really will see more stuff. - They are working on it. - Yes. - Because it's going tobe instant communication with the buyers.
Right away- - And then all day longwe'll juice it, right? - And just because of Jio, everyone owns a smartphoneright now in India. Do you know about this? India has the lowest costof internet right now in the world? In the entire world. - Because of Jio. - Just because of Jio. That's amazing, right? - Yes, because think aboutwhat I'm trying to do with Ubersuggest, Jiodid that to the extreme. They said, instead ofgiving away free software, let me just give away free phone service and just make it so affordable. - Yeah, yeah. They basically changed the whole market. - And then you have mass adoption. - Yeah. - And then he took celebrities, because he has way moremoney than me, right? He's one of the richestpeople in the world, so then he took celebrities and then had the celebritiespromote the Jio Phone, right? Which made it even more popular, like the Amitabh Bachchanand everyone, right? They were on the ad campaigns about Jio. - Exactly, exactly, exactly. That's amazing. - because India loves celebrities, right? Anytime celebrities pushsomething, it's big. - Because, yeah, it's like Asian countriesare more emotional. Like we try to connecteverything with the emotions, and the celebrities are the best ways to basically put emotions in the mind and try to sell everything.
Like we are totally andtotally biased towards whatever celebrities aredoing, and we just follow that. Like it's crazy out there, but that's a big, like Indiais a big market right now. Like everyone is actuallytrying to figure out something, what they can do in India. Amazon being, like Amazon- - They're spending so much money. Billions and billions, they're spending more thanFlipkart on Walmart, right? - [Interviewer] Exactly. - And they're spending the money, I don't think they'remaking any profit from it.
They're spending the money tocontrol and own the market. I don't know about control, but they're spending themoney to own the market.
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