Episode 22 | TraitLab.com marketing teardown with Greg Park

In episode 22, we chat with Greg Park, Psychology PhD turned developer, now trying to build info products.



Topics covered

[00:54] Adrian describes what today’s episode is about with Greg from Traitlab.com.

[01:43] Greg had initially emailed asking about personal coaching sessions. Instead, Adrian thought it would be better to make a show out of it and help more people at once!

[03:03] Greg talks about what led him into info products after working on a PhD in Psychology.

[05:55] Adrian remarks on Greg’s transitional story, and how just because you aren’t in the tech field initially doesn’t mean you can’t transition into it.

[06:17] Greg describes what Traitlab.com actually is.

[10:50] “In your case, it sounds like you have…a broad range of users..” – Adrian on Traitlab

[11:35] Adrian asks Greg how he’s building his email list.

[14:04] “It’s good to see that SEO aspect is working for you…and I’d encourage anyone listening to this….go the SEO route.” – Adrian

[15:12] After looking at the site, Adrian noticed that there were no pricing links on the main page. It seemed unclear as to whether this is a paid product or not.

[16:03] “From a psychological perspective, put that pricing link at the top.” – Adrian

[17:59] Greg responds to Adrian about why the pricing is not on the main page, and how he has tried to give each page on the site one job.

[18:58] Since Greg gets a lot of people signing up for the free plan, but not opting in, Adrian suggests getting rid of or reducing the number of the free product to possibly reduce the noise.

[19:18] “The danger of running a free plan..is you get too many people in the door” – Adrian

[22:31] Adrian talks about options for taking it one step further once someone opts in, and how you can learn about your audience.

[23:50] After learning more about your customer, you can use that information to customize your info products to each customers experience.

[25:01] Adrian suggests connecting to LinkedIn possibly or some other social media and embedding the results of the data. Also extending that thought into the free profile that can be shared already.

[28:44] “I feel like there is a sweet spot…between having something that is shareable and still holding some of the information, and keeping it into the paid plan..”  – Greg responding to Adrian on ways to entice folks to opt in.

[29:18] Adrian discusses the headlines on the website, and how the don’t feel user journey focused, because maybe he doesn’t know who the target customer is.

[32:31] Recording the way users navigate the site and how they spend time could be very valuable information.

[34:42] “Improve something, let it go, or iterate upon it..” – Adrian

[37:18] “Hey if you’re this type of person, don’t sign up for my product..” – Adrian suggesting a little reverse psychology on potential customers.

[39:24] Adrian remembers an email he wrote for Black Friday in which he was able to employ some reverse psychology to attract serious customers and also signal that his products were for serious people.

[40:25] Greg asks Adrian if he has benchmarks for knowing when something needs to be tuned, something like converting a visitor into an email, or from being on the email list to paid customer.

[41:12] Adrian responds to Gregs question by suggesting to establish your own baseline, and then grow from there. 

[42:38] “The hard part of being a business owner if you’re constantly making hard decisions with extremely imperfect data.” -Adrian

[43:56] Greg remarks on the challenge of knowing where to put your energy in the business, for example writing more, marketing, etc.

[45:51] After Adrian gives some ways to break down where you might need to put your energy, Greg discusses passion and how that plays into it for him.

[48:46] Adrian wraps up by thanking Greg for coming on and talking about what he is struggling with publicly.

Show notes and links

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