The "Avocado Toast" Connection 🥑

What's up Newsletter Gang!

Happy Friday!

Hope you guys have been crushing it this week…

Today I want to talk to you about the Magic of Genuine Human Connection ✨

And how you can use it to get more sales in your business.

So take a sip of your coffee…

Or tea…

Whatever you like to drink to help keep you LOCKED in… 

And let's dive deep into this week's edition of In Bed with Aaron Spivak!

So to start off, I want to tell you a story 

A story that involves a very animated Italian man who runs a coffee shop called ZAZA in Toronto Canada…

And some very, very, bad avocado toast…

How does this relate to business?

Or connection?

Well, this may actually be the best example of why building a connection with your customers is so valuable.

Even if you have a terrible product…

So take another sip of your drank…

And trussss me.

Alright, so I have this route that I take every day to my office in Toronto…

It's the same routine.

I get coffee at ZAZA…

And then after I’ll get avocado toast at a kitchen nearby.

But it’s always an extra 15 minutes to get the avocado toast…

So I went to the owner of ZAZA…

(the very animated Italian guy)

And I said,

“Listen, if you put avocado toast on your menu, first of all, I’m going to pay you for it and you’re going to save me time” 

And he replied in his Italian accent,

“Yeah yeah yeah for sure, for sureee, buy the coffee for now and I will think about it”

Well, much to my surprise…

2 weeks later…

I’m doing my regular routine and I get to ZAZA and I see avocado toast on the menu.

So, I go up to the owner and say, "I'll take one!"

And let me tell you, it was the WORST avocado toast I've ever had. Like, really, really bad.

But you know what I did?

I bought it again the next day. And the day after that.

And then on the weekend, I told all my friends, 

"Yo, we gotta go to ZAZA, get a coffee, and you all NEED to buy the avocado toast."

My friends were like, 

"What's with this horrible avocado toast, Aaron?"

And I said, 

"Listen, I TOLD him to make this. He did it for me. I asked for it, he delivered, and now I feel CONNECTED to ZAZA. That's why I only get my coffee there now."

And guess what? Many of my customers have shared similar stories with me.

It's like if you casually told me,

“Hey Aaron, make the pillow blue," 

And two months later, I sent you a picture of a brand-new blue pillow. 

How would you feel?

You're not getting any stock, no equity, and you're paying full price.

 But you feel CONNECTED to that product.

That's the magic that so many businesses miss out on. 

And most companies go to third-party groups and call random people for info on how to improve their service.

But if you HAVE customers, just TALK to them. It's the simplest thing, but it's so powerful.

When we launched our Hush mattress, we did the exact same thing we always do…

We spoke to 7,000 customers on the phone, asking what they wanted in a mattress…

And we learned some surprising things. 

Like, nobody really likes memory foam because it eventually caves in…

And people care about having zoned support for better posture.

So we asked, 

"If we can solve these problems, what would you pay?"

We kept our customers updated throughout the whole process…

Even when a manufacturer bailed on us two months before launch, we shared that with our community.

I also recorded the call of the manufacturer saying our competitors pressured them to drop us.

People were invested in our journey.

When we found a new manufacturer, we let our community know. 

They were rooting for us.

And when we finally launched? 

We did a password-protected page for 4,500 people who had been part of the journey…

We gave them an incredible deal - buy the mattress, get the pillows, and everything else for free, just for being a part of the journey.

The result? 

We did $1.5 MILLION in sales in the first week or two. 

For a $1,900 mattress that no one could even try out first. 

That's the power of genuine connection and storytelling. 

So get out there and start connecting with your people…

And if you need some help along the way, you know where to find me.

To your success,

- Aaron

P.S. 

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We've got some game-changing stuff happening in there, and I'd love for you to be a part of it.

P.P.S.

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