I started ecom as a 17 year old wanting to make quick cash.

I thought it was as easy as testing a shit ton of products, hitting a winner, and becoming a millionaire.

That's how the YouTube guru's portrayed it.

So I went for it.

Luckily I was gifted with a relentless drive to never give up.

Otherwise I would never have made it past the stupidity of this idea.

Because after testing 100 products (proof right here) I still had nothing to show.

Quiet poetically, it was the 101st product test where I began to see some real results.

I put my last $2.5k of savings into a thoroughly vetted mentorship...

And he showed me how to cheat product market fit.

We used spy tools to find a product that someone else was scaling hard, with room for competition.

Then spent a few weeks building out store, launched the ads, and boom:

7 figures in 105 days.

It took me another 2 years of trial and error to figure out why this happened, and how to do it intentionally.

Let's start with #1:

The store exploded because of the simple reason of "right place, right time."

I launched ads right at the beginning of Q4.

The product was going viral.

I price anchored to the $1200 version of the product.

And offered a crazy deal because of the holidays.

But when the holidays finished, so did my main angle.

I went through a very low point after that because I didn't know how to tap into the evergreen demand for my product.

Which leads me to #2:

How did I bounce back from that low point and do another $2.2M in sales?

At first it was simple:

I stopped freaking out, turned on my old winning ads, and relaxed at lower scale.

Then I began the real work of truly understanding my customer and my market.

To be honest with you. I never fully cracked the code with this brand.

But as a mentor once told me "you learn more from your mistakes than from your successes."

After putting in another 2 years of slogging I began to see the light.

I started to understand why some brands were light years ahead of mine, even though they just got launched.

It all came down to a simple difference:

They solved a better problem, with a better solution.

They had better product market fit.

And because of that they were able to hit 8 figures in their first year, while I was still struggling at 7 figures per year.

It's pretty counter intuitive.

You think that to make more money you have to do more work:

• Make more ads
• Write more emails
• Test more products
• Launch more split tests
• Do more media buying

But the reality is: "The game you chose is more important than how you play it."

Right before closing down my last brand (in hopes of building something better from day 1...)

I started to see the real life implications of choosing a better game.

I launched a new campaign, without any of my proven winners in it.

I put all the new ads I had been making in the campaign.

Some were beautifully scripted and edited ads for my old best selling product with a no brainer deal as the angle.

And some were super basic 4 minute long videos of a customer talking about the problem she was going through, and how another product from my store solved her problem. No captions, no CTA.

But these 4 minute long videos were dominating spend.

Why?

Because they spoke directly to a more specific customer (women 65+) with a more desperate problem, offering them a solution they couldn't find in stores.

That is the essence of product market fit.

I'm going to be showing you these ads on May 7th.

Along with the deep research process I used to create them.

Don't miss it,

Boryan

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