068: Taking GoPro from $600k to $600 Million with Ron Lynch

Ron Lynch is an infomercial and direct response marketing expert who has helped 70 brands and 300+ products launch, with a track record of generating over $4 billion in sales for his clients.

He’s helped brands like GoPro, Johnson & Johnson, OxiClean, Samsung, George Foreman Grill, and hundreds of other household names and products. 

In this episode, Ron shares the story of taking GoPro from a 3-person startup to a worldwide phenomenon and multi-billion dollar brand. Through his agency’s leadership, the company scaled from $600k to $600M in sales before its eventual IPO. 

You’ll hear about the risky strategy Ron’s team used to get GoPro into major retailers like BestBuy and Target, the inner workings of the infomercial industry and how it’s used to sell products, and how to serve multiple customer avatars with a single product so you can broaden your audience and scale your business.

Ron Lynch Inspiring Quotes

• “Most people actually make a buying decision if they watch the whole show in the first two or three minutes and that you get this huge spike. What they psychologically are watching for the rest of the time is, ‘Are you lying? Did you tell the truth?’” – Ron Lynch

• “There’s no man above me, no man below me. I won’t talk to a waiter like crap, but I won’t talk to a rock star like their God either.” – Ron Lynch

• “The gatekeeper is the most valuable relationship you can have.” – Brad Weimert

• “For the most part, if you can change the way a man thinks, you can change the way he feels, and that produces a result. For women, if you can change the way she feels, you can change the way she thinks, and that produces a result.” – Ron Lynch 

✔️ The story of scaling GoPro into a multi-billion dollar brand.

✔️ The risky play that Ron’s agency implemented to get GoPro into big box stores like BestBuy and Target.

✔️ The Super Bowl media buying strategy that landed GoPro $3M worth of advertising slots for the price of $360k

✔️ The science and structure behind traditional infomercials—and how they are designed to get people to buy.

✔️ How to broaden the audience you serve by solving different problems for different customers—and how to leverage that strategy to double your revenue, again and again, with a single product.

✔️ A unique celebrity growth tactic for building brand awareness. This strategy led to Ron visiting Bono’s Ireland home in person to deliver a product.

✔️ Why the gatekeeper is the most valuable relationship you can have.

✔️ How the infomercial industry has changed over the years.

✔️ Accelerated AI adoption and Ron’s prediction for the future.