Chris Lang
@ChrisLangCreate
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Joined May 2011
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Organ Mountain Outfitters has reached a monumental milestone – we’ve processed our 100,000th order on Shopify! This achievement holds a special place in my heart because Organ Mountain Outfitters was the first Shopify brand I launched. Shopify has been life-changing for me, as it
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I woke up this morning to grab the deposit from the store and noticed that the door was open and our lock was broken.
My heart sank when I realized what had happened.
We were broken into. Again.
Our little retail shop on Main St. is a classic small business.
With every
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Most people think their story is boring or no one is interested.
Here's how to tell your story in 3 parts.
1. Introduce yourself - what's your back story?
2. What conflict did you encounter?
3. How did you overcome that challenge?
Here's mine:
Back story: I grew up
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If you want that opportunity, promotion, or unlock the next level in your growth.
Tell your story.
Knowing how to tell your story helps you understand your "why."
Your values.
Your goals.
The chance for others around you to champion who you are!
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It's important to know where your food is grown and produced.
Did you know that Hatch Red Chile is Green Chile that stays on the vine longer in the field?
As it turns red, the pepper turns sweeter while retaining its original heat level.
Now that's sweet & spicy! 🌶️
Hatch,
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@damienwillis
I didn't know about this - I'll be sure to look into it. Would be good to invest in a better overall system.
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I appreciate all the feedback. If you want to support us you can pick up some cool gear from the Southwest.
Every purchase gives back to families in need. ☀️
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Today I met with the Las Cruces Public Schools. Today’s topic: How do we feed children after they have left school? How do children eat on the weekends? On Holidays? On school breaks? Why should a child have to worry about where their next meal is coming from?
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Hope this helps:
YTD 😖
Ad Spend: $316,695
ROAS: 1.96
MER: 51%
Feb 17-25 😮💨
Ad Spend: $21,032
ROAS: 3.39
MER: 29%
What went wrong? My goal was a 2.5 ROAS. I tried to scale aggressively the first 6 weeks and our ASC campaigns were tanking. Meta Rep had us duplicate and shut
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There's not a timetable for your idea for success, only the ability to never give up.
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Don't be angry at the past.
Be grateful that you can help others down the road.
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YOY +184% 🔥
YTD 😖
Ad Spend: $359,232
ROAS: 2.16
MER: 46%
Website Conversion: 3.62%
Feb 25-March 2nd 😅
Ad Spend: $14,835
ROAS: 4.44
MER: 23%
Website Conversion: 5.12%
What's working: 💪
ASC+ TOF (Video & Static)
Retargeting - Pur180 (Static)
Lifetime Budgets - Organic
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The next step in your journey is overcoming the anxiety of what you're putting off today.
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Envy is easy.
Becoming grateful is about letting go of envy.
Gratefulness is about being thankful for the journey.
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What's stopping you from having a coach or mentor in your life?
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Personal growth has so many parallels with farming.
Our lives are like the seasons of planting, growing, & harvesting.
It's our first day of planting Hatch Chile!
Follow along this season to see how your favorite salsa & sauces are made. 🌶️
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Strategy is your blueprint.
Engagement is your fire.
Acquisition is your battleground.
Retention? That's where loyalty is KING.
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Move forward with choices that shape your destiny.
- Faith
- Family
- Fitness
- Finance
- Focus
Having a clear mind is about making good decisions.
Any area of your life where you struggle.
You need to make better choices.
Discipline is freedom.
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I've sold over 1,000,000 jars of Hatch Chile & Salsas by focusing on these 3 core values:
1. Story
2. Product
3. Customer
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Fresh Chile YTD (+127%) 🌶
Ad Spend: $618,147
ROAS: 2.83
NC-ROAS 1.28
MER: 34%
Web Conv: 4.2%
Last 30 Days 🔥
Ad Spend: $40,372
ROAS: 5.08
NC-ROAS 1.84
MER: 20%
Web CR: 4.02%
Last 7 Days ☀️
Ad Spend: $10,035
ROAS: 6.65
NC-ROAS: 2.72
MER: 15%
Web CR: 4.52%
*Numbers exclude
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Just received a Cease & Desist letter from one of the biggest food companies in America.
Cool.
Let's do this.
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Fresh Chile YTD (+175%) 🌶️
Ad Spend: $522,415
ROAS: 2.42
MER: 41%
Web Conv: 4.12%
Last 30 Days 📈
Ad Spend: $118,749
ROAS: 2.86
MER: 35%
Web CR: 5.44%
April 8-14 😐
Ad Spend: $25,226
ROAS: 2.69 (3.43)
MER: 27%
Web CR: 5.65%
Overall: Meta's performance was a 2.48 ROAS this
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We produced this commercial a few years ago for New Mexico State University for a 30-second spot on ESPN.
NMSU was known as one of the worst programs in D-1 football.
The Aggies went 57 seasons between bowl appearances (December 31, 1960 – December 29, 2017), the longest
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Here's a special memory from 4 years ago.
Organ Mountain Outfitters paid off $35,000 in back debt for elementary and middle school families.
I grew up in extreme poverty—no running water. No electricity.
My mother struggled to provide consistent meals in our home.
She worked
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Every Friday night we put the final touches on the showroom floor of our little shop for the Farmers Market.
All of our designs tell a story of the southwest. ☀️
Saturdays are my favorite day to grab a cup of coffee, a burrito, and talk with our community about their favorite
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+192% (Sales)
6.47% (+49%) Conversion
Testing 6 new creatives this weekend:
- 3 Images
- 3 Video
- 6 Creative Copy Tests
Early results for Saturday morning - it looks like we're trending up for a good weekend overall.
I've attached this screenshot to showcase how I'm
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You have to remove bad vines from your life so they can be replaced with healthier fruit.
Admiring the hard work of our farmers and partners here
@riograndewinery
Praying it will be great harvest for all this year.
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Want to increase your website conversion? Overeducate them on your product page.
Here's one way we are educating customers about our product.
- Features
- Heat Levels
- Testimonial
- Money-Back Guarantee
- Example of Product Use
We used
@itsOddit
to redesign our website
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YTD 🙃 (+183%)
Ad Spend: $382,355
ROAS: 2.24 (2.16)
MER: 45% (46%)
Web Conv: 3.75% (3.62%)
March 4-10 🤓
Ad Spend: $22,856 ($14,835)
ROAS: 3.54 (4.44)
MER: 28% (26%)
Web Conv: 5.38% (5.12%)
What's working? 💪
- Organic Social LTB
- ASC+
- PMAX ($500)
- Web PDP Optimization
-
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You can't control the
past,
results,
future,
opinions,
or what others think of you.
However, you can control the following:
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I was a depressed entrepreneur.
Ran ragged by trying to keep up with everything.
I had spread myself thin.
Overcommitted in too many areas.
I wasn't working out.
Not eating healthy.
Working from sunrise to midnight.
7 days a week.
My wife and children missed the
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Creative of the Week: The Legend Of Pavla Blanca (White Sands, New Mexico) by
@jvspeaks
At Organ Mountain Outfitters, we focus more of our efforts on storytelling, and this video showcases the direction of telling stories of the Southwest.
Brands are built around stories.
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Here's how I give something FREE to our customers after they purchase with us. 🌶
The goal of acquiring online customers in the food industry is to increase the overall LTV by increasing repeat purchasers > subscribers > members.
One way I utilize
@Sendlane
is when you purchase
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YTD (+187%) 🔥
Ad Spend: $445,124
ROAS: 2.34 (2.30)
MER: 43% (43%)
Web Conv: 3.95% ( 3.83%)
March 18-24 🤪
Ad Spend: $31,290 ($29,462)
ROAS: 2.81 (3.08)
MER: 36% (32%)
Web CR: 3.95% ( 3.83%)
Overall: Efficiency isn't where I wanted it, but Facebook had a lot of bugs this past
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My photography has been shared worldwide, but that's because New Mexico and the Southwest are my muse. Here's why I'm passionate to tell this story.
- Untold history of America
- Diverse communities & cultures
- Otherworldly landscapes
- Inspire others to visit
Photography
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Why did we walk away from a 7-figure exit?
Check out the latest Free To Grow podcast with Jon Blair!
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I've spent over 8 figures on Facebook ads to learn that this is the most effective ad.
- When the founder talks directly to the customer.
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Sunday funday with our Wine Club members at Rio Grande Winery!
Live music, pickleball, street tacos, and more.
Building communities in real life and online.
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It was great meeting with Shawn Gaide &
@caitlinkhutch
of Sendlane today!
No one in their industry cares more about customer success.
I'm asked a lot why I switched to Sendlane from Klaviyo.
Here's a quick list:
- Saved $24K by consolidating email, SMS, & reviews.
-
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How do I run multiple brands?
I own a creative agency called Ocotillo.
A small group of creatives handles everything from video production to graphic design, social media, web development, and Shopify.
Currently, we handle my personal brands that have generated over 7 & 8
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Strategy is your blueprint. 📝
Engagement is your fire. 🔥
Acquisition is your battleground. 🧑💻
Retention? That's where loyalty is king. 👑
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Fresh Chile YTD (+178%) 🌶️
Ad Spend: $497,376
ROAS: 2.4
MER: 42%
Web Conv: 4.06%
Last 30 Days 📈
Ad Spend: $123,215
ROAS: 2.94
MER: 30%
Web CR: 5.29%
April 1-7 (Last 7 Days) 🙏
Ad Spend: $20,756
ROAS: 3.43
MER: 29%
Web CR: 5.52%
Overall: It’s interesting. I’m only running 1
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I took this photo in March 2020 at White Sands, New Mexico, right before COVID changed the world forever.
This photo was for a promotional shoot for Organ Mountain Outfitters.
That weekend, everything changed; we would release our Spring collection.
So much has happened over
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A photo doesn't have to be perfect to tell a story.
I've always loved taking portraits as a photographer.
Telling a story in a single image can convey so much emotion.
I met up with my good friend
@damienwillis
, who is a journalist, one night for a cup of coffee and to catch
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As an entrepreneur, growing your brand from 6 to 7 to 8 figures can feel lonely, especially if you're a one-person band. It would help if you had a daily strategy.
What do you work on every day? There are so many bells & whistles to turn on and off that it can be very
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The SEAR Method is a process that I focus on daily to grow my brands. Focus on these 4 areas to unlock that next step in your business. Happy to connect you with any leaders in the industry if you're struggling in one of these verticals.
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I've been copywriting for over 20 years.
Digital marketing since 2011.
It's 2024, and everything changes so fast.
Every year, you have to keep up with the latest ad platforms.
Understand how to design ads that convert.
Create videos that generate views & clicks.
However,
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Do you believe in the story that you're telling?
A big thanks to
@JonAlbertBlair
&
@FreeToGrowCFO
for having me as a guest on the Free to Grow CFO podcast!
👉 Want more from Jon Blair? Subscribe to his podcast on YouTube or where you get your podcasts to be the first to know
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Pride is one of the biggest obstacles I face every day.
I found myself offended on a phone call this morning.
My wife overheard the conversation and asked me if I was okay.
I explained the situation to her.
She floored me with the following sentence.
"You know it's pride in
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This weekend, when working on your dreams, do the following:
Set Clear Objectives: Define what success looks like for each element of SEAR. Set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals for Strategy, Engagement, Acquisition, and Retention.
Choose Your
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Poker night with the boys.
Steak & BRĒZ
Great alternative tonight
@iamshackelford
@AaronJNosbisch
Amazon delivery was breezy.
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Don't let outside voices distract you from your journey.
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In 2012, I was grinding, knocking on every door I could find, and getting laughed out of almost every business in town.
Small business owners dismissed me with lines like, “I’m good; I’m in the Yellow Pages.” It was relentless.
Then, I knocked on the door of the Las Cruces
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Are you more concerned with Open Rates, CTR, or Conversions?
Our previous strategy was to design beautiful emails that featured our products.
The highlighted area has been our last 4 campaigns.
All text-based emails. No images.
Considering text only for the rest of the month.
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If you're a brand owner and overwhelmed by all the apps and software to grow your business, this is for you.
The SEAR method allows you to focus on growing your business daily without being overwhelmed. You need a game plan.
Here's how I spend my day.
AM = Strategy &
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Don't know how to tell your story?
Start with a video.
You can pull out your phone and hit record.
Or you can hire someone to tell your story.
Either way is effective.
However, you need to start today.
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Here's my strategy for Q1 every year.
- Audit all departments
- Meet with new vendors
- Cut all fatty expenses
- Create a strategic gameplan
- Execute
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Okayyyyyy
@itsOddit
this is getting a ridiculous - now up 90% over last year's conversion rate?
How high can we go?
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I'm not just a
screen-printer
photographer
filmmaker
designer
I am a storyteller.
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Here's where I'm struggling at the moment.
Digital marketing is very complex and demanding.
Daily, there are many automations, apps, data, and strategic points to focus on.
I have partners who think I create an ad and spend money.
There are so many layers of growing your
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One of my favorite quotes.
Thank you Dory for your wisdom in Finding Nemo! 🐟
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Here's how I took one hospital from $11m to $30m in revenue.
Two competing hospitals in town were relentless about becoming the
#1
medical provider.
They both bought newspaper, radio, tv, & billboard ads. They also sponsored every university opportunity and any other event to
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What 3 moments have defined your life?
Use this exercise to create your story.
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Snowed in Yosemite last night. Beautiful day to visit and explore!
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You can lift your sales by having a game plan every week.
Many entrepreneurs do not talk with their customers each day.
Here's a strategy that can work for you.
- Weekly Promotion
- Create the following for promo
5 x 1:1 Ads
5 x 9:16 Vertical Stories
1 x 16:9 Web Banner
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We're replacing bad vines today at Rio Grande Winery!
Jay Hill talks us through planting new vines.
We're excited about planting more Mission, Sauvignon Blanc, & Black Muscat.
Removing old vines from your life can allow new vines to grow in a healthy way.
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I just finished up a 1:1 coaching call with a non-profit looking to help our Veterans through therapy.
They had social media pages, GoFundMe, and were looking to raise money.
However . . .
I didn't see their story.
I asked why there wasn't a video from the founder on why they
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Are you feeling stuck?
Are you doom scrolling?
Procrastinating?
Making excuses?
You're not alone.
Take responsibility.
It's time to move forward.
Gain clarity.
Form powerful habits.
Implement systems that create momentum.
Take the first step towards change by booking a
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To grow outside your industry, you have to take risks.
You have to showcase the versatility of your product across multiple platforms.
Hatch Red Chile is known in Mexican cuisine, but one of my favorite dishes is fried rice.
Instead of Sriracha, our Fresh Red Chile Sauce pairs
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One of the most breathtaking views New Mexico has to offer. It was such an experience - spiritual. Rio Grande Gorge.
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How to build a $1,000,000 email list:
Define Audience: Know who loves you.
Offer Value: Give cool stuff; gain subscribers.
Opt-In Forms: Make signing up irresistible.
Engage With Content: Send stuff they'll devour.
Social Media Leverage: Promote list; gain followers.
Host
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In the age of AI,
the greatest brand you can build.
Is you.
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Here's my
@Sendlane
report card for the last 30 days.
How can I improve my performance?
Well, CEO Shawn Gaide &
@caitlinkhutch
jumped on a Zoom with me to discuss how we can improve our overall metrics.
Shawn asked Daniel Monte to audit our account, and he came back with
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Spent $2,500 on boosting organic social posts to build up "social" proof on creative.
- Hundreds of Likes, comments, & shares
- Stopped all ads not converting over a 2.5 ROAS
- Uploaded 3 of these videos into ongoing ASC+ campaign
- Now will let them run throughout the night
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When designing our wine labels, I always want to tell a story.
Our winemaker told me about the ghost of White Sands.
Here's the story of Pavla Blanca.
The legend of Pavla Blanca, also known as the Ghost of White Sands, is intertwined with the history and lore of White Sands
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"Hey Chris, wake up!"
I woke up in the tent and rubbed my fingers across my eyes.
We just arrived at Monument Valley the evening before with 45 mph winds.
The tents were difficult to set up.
The howling wind throughout the night made it harder to sleep.
The uneven ground
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It was magical capturing
@LarryRoseIII
last night for
@nmsu
|| The moment he looked at the fans in the stands after the coin toss. The game winning run. Holding victory.
#NMSU
#novaAZBOWL
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Chased the sunrise until the valley floor was covered with light.
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Imagine this: A man with a dream, against all odds, clutching tightly to a vision that only he can see. That man is Sylvester Stallone, and his journey with "Rocky" is a testament to the unstoppable power of belief and determination. It's a story that doesn't just belong to him;
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