I Am Selling Out

Back in the dark days of 2009 when I was struggling and I first found this thing called internet marketing, the first thing I learned was how to flip websites on

I didn’t exactly master my craft but I flipped websites none the less. My best result was creating an MMA website and selling it for $369. It only took a few hours to create. I was so happy. Apart from the listing fee and domain fee it was all profit.

Recently I have been looking at this site called Empire Flippers:

A lot of websites sell on there and they sell for lot’s of dough. This is because only serious buyers and sellers are allowed access.  All websites are vetted thoroughly before they go up for sale which means buyers know they’re the real deal and therefore websites are sold for lot’s of money.

I really hope they let me join the club.

Basically if you have a website making $1000 or more profit a month they will sell it for roughy $20,000. They typically put websites up for sale at 20x it’s monthly profit earnings.

I’m getting a bit sick of the eCommerce game. I want to free up some time to really dig into getting better at copywriting, affiliate marketing and CPA. That’s where the big money is and it’s fun digging a knife into peoples pain emotions and wiggling it around.

Yea… you also help people solve their problems along the way too BUT Influencing cold traffic to take action and buy a product is fascinating to me.

So it’s a decision of mine that I want to sell one of my eCom sites, free up some time and get a big wad of cash that will fund my education and mentorship. I am giving myself three months to sell out.

Three months to make as many sales as possible…

Empire Flippers look at your past 12 months and your previous three months and estimate the value of your website. The goal I want to sell at is $50,000-$80.000 but I think realistically it could be around $15-000-$30,000. We’ll see what happens over the next few months.

I will come back and update this post as I progress along.

Advanced Facebook Ad (Retargeting) Strategy For 2017 And Beyond

This is a case study post – As of starting this post, I am 6 days into ruMaking Money With Facebooknning the campaign in this case study.

In this post I am going over how to run a profitable ad on Facebook. This is aimed at people who have ran a Facebook ad before but are having trouble getting things working for them.

If you’re new to Facebook ads, don’t be deterred. Read this post and bookmark it because you can put it into use once you understand how to run an advert.

A lot of what you are about to read is mandatory for running ads online. Not just Facebook, this is for running ads on all platforms. Test test test!

I am starting off this ad campaign with a broad lookalike audience. I am targeting women, the audience size is 900,000. I created the lookalike audience from my Shopify buyers.


That’s an important step. I created a lookalike audience using a list of 1000+ buyer emails. I exported them from Shopify and created a custom audience on Facebook. When the audience was ready, I created a 1% lookalike audience for the USA.

Next I created a website conversion ad. I set my pixel conversion event to “initiate checkout”.

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Find Your Control Ad and Gather Data

Make sure you have a decent budget to get enough data. Initially you should start off from the get-go split testing around 3-5 ads. You want to find your control ad.

Start off first of all with three identical ads except the ad copy is different in each ad. Let the ad run and gather data to see which performs best.

Then take the ad with the winning ad copy and create a new campaign. Make sure it’s a new campaign.

Now you’re going to do the same again except this time you’ll split test three different images. Duplicate the advert with winning copy three times but use a different image for each ad. Again keep running the ads until you find the best performing advert.

After this you should have a half decent advert to get started. You never stop split testing or trying to beat your control. There’s always something you could be doing better.

The next step in the split test process is to test different landing pages. If this is possible for you then test three different landing pages until you find one that converts the best. Then once you find the best one it’s a matter of testing the winning landing page against a similar page with minor changes.

Once you have a control ad, you should always be trying to beat it by running an advert along side it. Testing one thing at a time against the control ad. Test images, headlines, anything that can improve your ad.

I tested three different types of ad copy and found what one the audience liked the most. One got a 8% CTR compared to the others getting 2% and 3%.  So now it’s a case of trying to beat my control. As you will see the audience has reacted well to the ad as I am getting an amazing 0.04 cents per link click.

PLEASE PAY ATTENTION to what I just wrote above… If I did not start off split testing my ad-copy and went with one ad straight away, guessing what my audience would like, then I probably would have got bad results. I would have thought my ad was garbage and stopped the campaign after a few days thinking it didn’t work.

After You Gather Data Analyze The Reports

Tomorrow I want to start scaling my advert but before I do that it’s good to dig into the data you’ve gathered with your ad and look at what’s working well.

If you don’t do this you are probably leaving a lot of money on the table by not cutting out non-performing traffic and not focusing on what’s converting the best.

For the first 6 days of this campaign I targeted a broad demographic, 35-64 year olds. Now I have the data we can look over what’s worked and what hasn’t.


I have been running my ad for 6 days with a small budget of $10 a day. I targeted women aged 35-64 on Mobile devices. I have started off with mobile because it has always performed better in my niche. I will incorporate desktop later.

I have had 1270 clicks to my website, 12 people hit the checkout button and 8 people purchased. There’s probably more I could to do on my website to get that number up but this is cold traffic after all.

Important note: I am sending women to a collection of products aimed at women on my website. I did this because I wanted the products to be relevant to the target audience.

Make sure you send your traffic to the actual product you are advertising! It sounds obvious but I’ve seen companies advertise a specific product BUT when you click on the ad, you’re not sent to the product being advertised.


As you can see, 35-44 is my best performing age group if we’re going to go by conversion data. I spent $15.77 and 8 people went to the checkouts. That’s just $2.02 per conversion. However if we look at 55-64 year olds I have spent $17.59 and only had one conversion.

If I never looked at the data I would not know this. Every morning you should check your reports to get an overview of how your ad is performing. Stay on top of what’s working!

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Overall I have spent $60 so far and made $357 in revenue. (Around $165 total profit after ad-spend, products costs and shipping etc).

Moving forward I will be putting more concentration on 35-44 year old women. I won’t stop advertising to the other ages completely just yet although it looks like 55-64 year olds are not looking promising. However that could all change when I retarget them and they get familiar with my brand.

Also I will include 25-34 years olds in my targeting as it looks as though the younger people are converting better with this advert.

Build A Custom Audience For Retargeting

You cannot miss this step. I won’t go over how to create a custom audience in detail, there are hundreds of websites/youtube videos that cover this topic

You need to create an audience for all the people that land on the URL you are advertising.


As you can see after one week my custom audience is showing 1,100 people have hit my landing page. Now my next step is to start a retargeting campaign.

Now they have seen my website I am going educate them a little bit about the product. I am going to show them a very similar ad to one they have seen except this time I will send them to an pre-sell article on my website. It will have a story about my product and I will educate them on the features and benefits of the product. I will also throw in typical things you might see on a sales page like our guarantee and testimonials etc.

Notice I am not sending them BACK to the page I sent them to in my original advert.

This is for two reasons, one is to make them more familiar with my product and brand. This is cold traffic so I want to build a relationship. The second reason is so I can put them through a retargeting sequence.

I will create another custom audience for everyone who reads the pre-sell article. Then I am going to retarget my retargeting audience (if that makes sense).  Using the new custom audience I am going to send them BACK to the original URL they saw in the first advert. This time with a 10% discount to help them make a purchase

The reason I am going out of my way is because this is cold traffic and they don’t know me. 99% of the 1100 people who landed on my website looked but didn’t buy and a big reason for that is because they don’t know who I am! So the goal with all this is to build trust and get them familiar with me and my product.

Here’s an overview:

Cold traffic see’s my advert, clicks through to website > Retarget non-buyer cold traffic with education pre-sale page > Retarget the people who landed on the pre-sale page and offer a discount > $$$

An alternative step you could do is retarget the pre-sale audience with a giveaway. They are familiar with your product now so they will opt in to a giveaway. Get them on a list so you can continue to market to them. This is no longer cold traffic, they are good leads and are more likely to buy in the long run.

This is where I am at so far and here’s what I plan to do this week…

  • Create new campaigns for my best performing age-groups.
  • Scale up my initial ad but stay within budget
  • Exclude people who already land on my page
  • Write pre-sale page
  • Send custom audience to the pre-sale page
  • Keep split testing against the control ad for the main advert

I will report back next week with an update and the results. This is more than a case study, it’s a step by step guide into running ads on Facebook. It might not be the best way to do things but it works for me. Keep your eye on this post and put it into use.

QUICK UPDATE – Tuesday, 17th Jan 2017
Yesterday was spent creating the pre-sale page for the retargeting audience. I opened with a story, then spoke about my most popular products, ran through features and benefits, threw in some testimonials and a guarantee.

I am using clickfunnels for the pre-sale article because I can create a much better looking article for mobile users. I created it first inside a page on my shopify store and it was ugly even on my desktop. Far too small and too many distractions going on around the page.

With Click funnels I could create a page and make sure they could only see and click where I wanted them to.

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Yesterday we also made another $136 from $10 spent. Someone purchased four products in one transaction.

Early this morning I put the finishing touches to the sales letter which has allowed me to finally scale out my ads.

Screen Shot 2017-01-17 at 12.28.15The budget has now gone from $10 a day to $75. I kept the original ad going at $10 a day. I then broke down ads into their own age group; 25-34, 35-44, 45-54. Each with it’s own budget of $10 a day.

I also added an ad for 35-44 years olds targeting desktop with a $10 budget. To see how desktop performs and if it goes as well as mobile, then I will create ads for desktop as well.

As you can see I did not put 55-64 year olds into their own ad group. So far I’ve spent $22 at that demographic in the original advert and it’s still showing only one conversion.

However I have created a retargeting ad for 55-64 year olds. If I get conversions through retargeting then I will target them directly in their own ad.

I will also try to target 55-64 on desktops because I think maybe that age demographic are more likely to feel comfortable buying on a computer than on a mobile.

What you have to be prepared for with Facebook is it can take 24-72 hours for yours ads to start performing. It’s frustrating as hell and no one knows why but that’s just the nature of the beast.

*IMPORTANT* Many people have a successful ad and then they scale up their budget to reach more people and the ad stops converting. They turn it off complaining about Facebook has screwed them over… However if they waited and let Facebook do it’s thing, it would have come back to life after a couple of days. Keep this in mind when scaling up a campaign.

Hopefully we see results kick in right away otherwise the $75 will eat into our budget.

I will update again in a few days.



Practice The Strategy Of Preeminence

Here’s an example of me trying to live by Jay Abrahams teaching…

This is a true story of something that happened recently. A customer ordered from Australia in November when I was running a Black Friday sale. Seven weeks later he still had not received the order.

The items were sent via Fedex and the tracking number was showing it was undelivered. The guy contacts me asking where the items are. I send him a prompt refund and contact my supplier who refunds me for the items. I lost that sale.

The customer contacts me, thanking me for the prompt refund and says he wants to order again, can he get the same Black Friday discount he got on his original order. This is something I could not deliver on as at the time of his order I cut my prices by 40% because my supplier cut his prices by 50% which allowed me to run my offer.

I couldn’t fulfil this request because I would be losing money instead of gaining money. Now you might say I lost a customer but I offered him a 20% discount instead and he replied saying he’ll order in a couple of days.

I could have left it there but then I thought about the strategy of preeminence. I am supposed to be looking after my customers and do whatever it takes to help them.

So I emailed the customer back and said instead of him having to pay high shipping fees from USA to Aus and having to wait weeks for your items to arrive again via Fedex, how about I send you the .png design files for the shirts and you can find a local printer. Now he can get them printed for next to nothing and have them within days instead of weeks.

Let me be clear, I made no money on this order and I have just given a customer two design images that have made me thousands of dollars in t-shirt sales.

I made him promise to only get them printed once as these are images I own and are property of my business.

Of course he loved the idea and said he would only use the files once.

These were meant to be a Christmas present for his wife who as it turns out has ordered several shirts from me previously and a couple of mugs. I didn’t know this but now I am glad I helped him out even more because I know this is a story he will tell his wife and his wife will tell the story to all her friends.

How many companies do you know that would do this? You might think I’m stupid for doing this. Maybe I am but I feel good doing it and my customer is ecstatic. So I think overall it was a good thing.

The funny thing is I don’t advertise my website in Australia. I don’t know how his wife found my website in the first place. I also don’t really care if he printed 10 shirts and sold them to her friends. Not that he would. I believe he will actually just print what he needs.

Even if he broke his promise it’s not the end of the world. It wouldn’t affect my business one bit. If anything I think it will actually help it in the long run. He has two designs and I have another ten designs his wife doesn’t own yet. When his wife wants another swimming shirt, guess where she’s going to shop… With me of course.

Anyway I thought this was a good story kind of relevant to strategy of preeminence mindset.

Watch the video and try practicing it in your business as well. There’s no harm in treating our customers well.

Dammit I keep calling them customers and not clients! Sorry Jay, one step at a time. I’ll get there eventually.

Re-Test Your “Failed” Designs

This post is for anyone selling shirts, necklaces or any physical products on Facebook.

Facebook is a strange beast. There are times where it’s almost too easy to sell, an item just converts and no one can wipe the grin off your face. Then there are times when for whatever reason Facebook just does not convert. Maybe they’re updating the algorithm or maybe it’s an unseasonal time in your niche. For whatever reason your amazing designs that were destined to make loads of money like your previous ones failed. They failed miserably.

Maybe you’re not that experienced with Facebook advertising. Well don’t worry because this post is for you too. Maybe you’re having a really hard time to crack your first real winner. I know not easy to find your first winner that get hundreds of sales but hang in there because when you do find an item that get hundreds of orders you’ve just hit the jackpot. I don’t just mean for that one campaign. You should have built an audience you can survey to get future ideas from AND you’ll have a seasoned pixel along with a Lookalike audience.

A seasoned pixel and a lookalike audience are some of your greatest assets you will because they will make it a lot more easier to sell shirts.

When you finally come across that elusive successful campaign Facebook will track all the conversions for that shirt and this will provide you with a lucrative seasoned pixel. Now with that data it should become easier to get sales. Facebook now has a good profile of who your buyers are and your ads will target people who share similarities with those buyers.

From that successful campaign you should also have gained a Lookalike Audience. The best way to create a Lookalike Audience that works for me is to create it based off of people who visited the URL in your ad. Make sure you build a custom audience of people who visit the product URL in your ad. For instance if Facebook pixeled 2,000 people that landed on your destination page, they are highly relevant. You can create a lookalike or LAA audience from those 2,000 people and gain an audience of 2,000,0000+ that consist of a similar profile to those who visited your product page.

You now own some data that can make you serious money. First off you can go broad in your targeting with your LAA and continue to get a nice flow of sales. Secondly you can go broad and just let your seasoned pixel find the buyers. You’ll get better results when you use them together.

What’s the point of my post?

This is a reminder. A reminded to re-try all your failed campaigns you had prior to your big winner.

Let’s say you tried to crack a niche over and over again. You created 100 designs and 5-10 of those were really promising but for whatever reason they flopped. You surveyed your audience and done all your research, it should have sold but it didn’t.

When you finally get that campaign that sells, you become the owner of the pixel that knows who your buyers are and you have a LAA that converts really well. It’s time to retry those “failed campaigns” because this time they will get shown to people who buy.

Why? Facebook HAS to show your ad to your proven to convert LAA audience if you tell it target your LAA in your ad.

I had a campaign that I tested four times previously and it failed each time. I knew people liked my design because of the results from a survey I did. Not only that, people were buying the shirt in my store frequently with no advertising. However nothing happened when I tried to sell it on Facebook so I left it and never tried to run it again.

Eventually I came across some very successful campaigns where I sold over 600 shirts in one month. I now had a seasoned conversion pixel and a LAA full of buyers. With my new powerful data I decided to start testing my failed campaigns. This time my results were completely different. For every $10 spent I am getting 6-7 conversions. Each conversion is $15 in profit.

The campaign failed four times previously but now with all this powerful data Facebook is sending my advert to buyers and they love this shirt.

I feel this is a very important post. How many failed designs do you have that you never intend to test again? If you have a seasoned pixel and a LAA then I suggest you try them again because you could be digging three feet from gold!

EDIT ———

I have come back into this post two weeks later (Today is March 2nd). I want to try and prove my point.

At the time of writing this post I had launched a previous unsuccessful shirt. It was kind of case study for this post that’s actually gone quite well.

I attempted to launch this shirt at the end of 2014 and I tried a couple more times in 2015 with no luck. I got some sales here and there but it ended up breaking even. I gave this design fair chance and after getting no results I forgot about it.

Throughout the end 2015 and the beginning of 2016 I generated a lot of sales on my pixel for this niche with other t-shirt designs. That’s when I decided to test this design again with my seasoned pixel that inspired this post. Take a look at my results.

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I re-launched this shirt to my niche and in less than 14 days this shirt generated $5,000 in revenue and I am just getting started. I’m not ramping the ad-spend up like I used to. I have just kept my budget on a steady at $10 a day for four ad-sets. I have spent no more than $50 a day and will continue to do keep my spend low. I haven’t even moved into targeting the lookalike audience yet so I anticipate that this shirt will have another month worth of sales in it at least.

Now all my old shirts will be coming out of the woodwork. I have at least 15 “failed” campaigns like this one in this niche that I can’t wait to test again. Let’s say this campaign only makes $5k revenue and all my other “failed” 15 designs go on to make $5k revneue each… Then that would be $80,000 in revenue that I left laying on the table if I did not test my old designs. I think another test is well worth it.

So there you have it. Once you have a seasoned pixel make sure you go back through your old campaigns and give them another run because you could be digging three feet from gold!

2015 Fourth Quarter Wrap Up

2015 was a bumpy ride. Generating money in the ecom department didn’t flow as easily as I thought it would. I started selling shirts in 2014 which was my first time I ever tried selling physical products online.

Prior to 2014 I was a struggling affiliate marketer who had just quit his job to travel the world. I put my goal of travelling ahead of my business goals because it was time to have fun. Eventually 2014 came around I landed back in London and Don Wilson landed on my Facebook newsfeed. I bought his product and six figures later I moved into building my own e-commerce stores.

A lot of 2015 was slow for me. I am stubborn and with my stubbornness I cut off my nose to spite my face. I would not let go of my previous successful niches and venture into bigger and better things. Instead I stuck with my niches which still generated money BUT the audiences don’t venture outside of a 1,000,000 people. You can’t have 10,000+ teespring campaigns from small audiences.

So I stuck with what I knew and continued to stay within niches that brought me my riches from 2014. Not a bad thing but if you’re in the t-shirt business you know as word spread of the success people were having the competition grew. Copycats were round every corner and finding ways to hide your campaigns for as long as possible was more and more important. The money was not as fruitful as it was in 2015.

Fourth quarter could not come fast enough. November and December rejoiced me with the five figure months I once knew existed.

Was it my mind set? I think it’s partly to blame. Once your stuck in a rut it’s hard to get out. I won’t bang on about it but I sucked at selling items while everyone else around me in Facebook groups were having six figure months (in revenue anyway).

Luckily good old surveying my audience (that “thing” I always bang on about) saved the day. Running into December I asked them what their favourite phrases were and built shirts around what they wanted. This gave me some successful shirts and one really successful shirt that is continuing to sell successfully into 2016 with no sign of slowing down yet. The rest of the money came from relentlessly emailing previous buyers every day. Sales rolled in and the bank account grew. Finally!

For me Shopify is a far superior way to run a business than with Teespring. Teespring is more a handsfree model because all you have to do is send traffic to a URL and let them handle the dirty work. However my problem with Teespring is that people are going to find your winners no matter what. I know there are shopify spying tools out there but less people are going to find your best selling items. If you sell 20,000 units through a Shopify store no one knows unless you brag about it or they find your viral posts on Facebook. Sell 20,000 units through Teespring everyone knows how much you sold because it’s displayed on the campaign page. It’s not long before you have 1,000 copycats selling your shirt without thinking twice about it.

So 2015 was wrapped up nicely with a sigh of relief and overall it’s been a good year. I have learned a lot. Going into 2016 I have the knowledge to make it a great year financially, just got to wake up and get it. I also hope to take more holiday this year as it’s my 30th.

Not sure what else to add except it’s time for bed. Tomorrow it’s back to cracking into the big niches. 2016 is not going to be about the little niches with a 1,000,000 audience. I want a piece of the pie that comes with niches that have over 50,000,000 people in them.



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