ethan

Just scaled a client’s product launch from 0 → 22.5k units sold in under 5 months on TikTok Shop. Here’s what I learned: You don’t need big influencers or massive ad spend to sell thousands of units per month. Having access to top creators can definitely speed things up, but either way the mission is the same: finding signal. Signal is what the market is actually looking for, disguised as your product. Here’s what I mean. My client is a top 15 health brand on TikTok Shop, and the product we launched was an electrolyte formula. When analyzing top brands in the space, we realized something quickly: No one really cares about hydration. Competitors were talking about how their salt is mined in the French Alps (who cares). Instead, we focused on finding a core mechanism that turns electrolytes from a ‘nice to have’ into a ‘must have.’ In $100M Offers, @AlexHormozi emphasizes that people don’t buy products, they buy solutions to problems they emotionally feel. One of the core levers here is status improvement. People want to feel good, but more importantly, they want to look good. During our research, we found that a lack of electrolytes like potassium can contribute to that bloated, puffy look in the face. That’s why after nights of drinking or dehydration, fluid imbalance tends to show up in the face first. Now, I’m not a scientist and neither are most viewers, but we did know this was an angle worth testing. That brings us to the most important part of every video: the hook. I could write an entire series on hooks alone, but that’s for another day. While searching for a pattern-disrupting visual, we found a mega-viral video (43M views on YouTube) where a creator explained dehydration severity by pouring “pee” from a lab beaker into cups. After putting all the pieces together, we launched a creative that generated over $150k in GMV in under 5 months. That video still makes sales today. If you’re struggling with marketing strategy or unsure about product-market fit, remember this: There’s a small company called Liquid Death worth roughly $700M. They sell water. If this was useful, follow me and drop a comment & I’ll share more breakdowns like this.