Don't cold email with ChatGPT! Says CEO of Brickken

Host: Nick Price (Co-Founder @ DOT)

Mar 07, 2024

Hosted by Nick Price, Co-Founder at DOT Ads, and joined by Edwin Mata Navarro, CEO at Brickken.

Brickken stands at the forefront of the field of asset tokenization, steering a company that has impressively tokenized over $200 million in assets to date. In today’s interview we cover…

WHY have tools like PhantomBuster and DuckSoup have lost their edge?
WHY ads remain a cornerstone of Brickken's growth strategy?
HOW to overcome crypto advertising bans?
WHY ChatGPT should NOT be used in any sales funnel?

📖 Read the Interview

[00:00:00] Nick Price: Just DMing using tools like PhantomBuster and DuckSoup that, you know, that was big in 2020, but in 2024 not so good.

[00:00:16] Nick Price: If I'm not wrong, ads still are one of the most important aspects of Brickken's growth strategy.

[00:00:22] Nick Price: Why ads and which ads have you been focusing on?

[00:00:25] Edwin Mata: It's funny how, when you're in blockchain or crypto, you have your own final channels of acquisition. So they go to Twitter and the influencers, which you should, but still the most convenient one to target who you want to really target and understand if it's true or you're targeting because you have analytics and metrics.

[00:00:43] Edwin Mata: It's ads in Facebook, Google, Twitter, whatever, I mean, you're still in control so you can really micro-target in the way or localize however you want it. And in that sense, we do have a very great co-founder who is an expert in media buyin. And since day one, he was like, I'm trying to get us on Google ads and all these platform.

[00:01:00] Edwin Mata: At the beginning he got canceled because they were like "oh, you cannot do crypto ads". And we started targeting Google a lot and that's how we raised our ICO. Were we doing something illegal? No, we were not. If you go by the book, you can still do many other things.

[00:01:14] Nick Price: Dare I ask, 'cause many of our clients, they come to us and they say "Hey, listen, Google hates us". "Every time we try and advertise, they kick us off the platform". Maybe you're not willing to share but, do you know the CMOs secret to getting on Google Ads?

[00:01:27] Edwin Mata: Oh my God, yeah. Like 10 years of experience. Test and trial of course, and running different accounts and understanding what is the one keyword that was being triggered. And then in the landing page, modifying, not being so crypto-like, talking about other aspects, and then they can bounce around the website.

[00:01:45] Edwin Mata: We started playing a lot around them during our SEO and now with our product, it's simpler, 'cause now we're not selling crypto, we're selling a product.

[00:01:53] Nick Price: Okay, so we have ads running. You're about to scale up. You have new leads arriving at your front door, the digital door that is Brickken.

[00:02:02] Nick Price: What happens next? What does Brickken then do to qualify those leads, to take those conversations further? What's your approach?

[00:02:09] Edwin Mata: So we go now into sales.

[00:02:11] Edwin Mata: The funnel sales it's very mathematical in reality, kind of like, you have to put them in stages where they feel comfortable . It's very psychological. And people say like "No, just send a cold email". You have to really think as a human, it's not an automatization, and that's why a lot of companies right now, when I receive a Chat GPT email and it's like, just put effort.

[00:02:30] Edwin Mata: Our sales is very focalized on where we convert and what is the CTA. So if they enter into a, I don't know, startup tokenization we go through that kind of like email campaigns and then we try to get the CTAs, but that's very organic, and an outbound obviously super complicated no matter what you do.

[00:02:47] Edwin Mata: Private message, but not in the way that "Hey, do you have five minutes of your time? Let me solve your product that is gonna change your life". And it's like, "I don't have five minutes and I don't want you to change my life", so come on.

[00:02:55] Edwin Mata: Like, you're not a savior, right? So be meaningful and engageful.

[00:03:00] Nick Price: You can't fake real engagement. Like you said, those emails written by GPT, they stand out a mile off. And I think that's why email outreach is... failing? in so many cases nowadays. It's why, LinkedIn outreach, you know, just DMing using tools like PhantomBuster and DuckSoup that, you know, that was big in 2020, but in 2024 not so good.

[00:03:24] Nick Price: The conversion rates from these kinds of bulk strategies are really beginning to fail and that's why people are looking for what seems like alternate strategies.

[00:03:33] Nick Price: Now, I know you have ads running in the background, but what do you do to foster a sense of community at Brickken and how do you bring people into the Brickken community?

[00:03:42] Edwin Mata: We have an ambassador program, we run silly campaigns so people can perform tasks and they earn our own crypto. We're very active with them.

[00:03:50] Edwin Mata: Once a week, I jump in half an hour and have a chat.

[00:03:54] Edwin Mata: Back in the day, you go to the social club because those guys play soccer or they were Barcelona fans, and then you go to the bar with your friends. I. Because you wanna share the same narrative, so you gotta build that kind of like conscience in, in them.

[00:04:05] Edwin Mata: And then that's the moment when you really have a community, which is the hardest thing when in your chat community, they're not talking about your project.

[00:04:13] Edwin Mata: And that's kind of like, boom, I don't know what happened, but that's when you have a community.

[00:04:19] Edwin Mata: So it's more complex to build in Discord, but the best community tool for building is Discord by far. It's just that the vertical itself for NFTs is more proliferate in doing it there. And for ERC20's, because everybody's doing it and it's simpler, it's Telegram.

[00:04:35] Nick Price: I was having a similar conversation with someone else, and for them X is everything. Crypto Web3 can't survive without X. I'm gonna guess you don't share the same opinion of X.

[00:04:48] Edwin Mata: No, I mean, it does form acquisition, but it became too hateful. So X 2021: place you had to be. 2022: okay. 2023: it was just painful to see what was happening in crypto.

[00:05:03] Edwin Mata: So, Twitter Crypto still works, I mean, you just have to trigger the right keys, build the momentum, build the presence, but it's not as efficient as it was once.

[00:05:12] Nick Price: I was told about a new trend that's gonna be hitting us in 2024. It follows on from influencers, AI influencers. Is that the end of the world or is that something that Brickken might consider at some point in the future?

[00:05:28] Edwin Mata: You cannot say no to any angle unless you fail at that angle. And testing is expensive, but not testing can be more expensive because once you hit one, stick to it.

[00:05:38] I heard that the company behind these AI influencers were using real influencers to promote their business and, from the real influencer standpoint, they're just working to put themselves out of a job. So that was an interesting one. So we'll see what happens there.

[00:05:52] Nick Price: What's gonna be the price of Bitcoin at the end of 2024? End of the year?

[00:05:56] Nick Price: I'm gonna get so much haters here. I think it's be 50 - 60. I don't think it's gonna go that harder. When people go that hard on a pricing, usually it's not. So there's a lot of booming right now with the halving and everybody's excited and it's like "Oh, it's gonna go to a hundred".

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