I remember right before I decided to get into e-commerce.

I owned a marketing agency for real estate agents and brokers. 

And I remember one day, as curious as I always am, something about e-commerce just caught my eye.

Predominantly dropshipping.

It made me wonder, in my mind I was thinking, “You mean to tell me that you can actually find products, that you didn’t even have to create, and you can create a store to sell it without ever holding any inventory.”

It was incredibly attractive to me from a risk averse perspective.

I mean, I already had all the skills I needed to market it myself.

I would never need to hire anyone to handle my marketing for me, luckily.

So I jumped right in and found a product in the medical space. 

Built a whole brand around it myself.

But my whole philosophy before ever launching anything is to always limit my risk as much as possible, while creating as much upside as possible.

I guess I get this from my finance and investing background. 

So I began doing research to understand the psychology of my target market.

Who were they?

What were their likes and dislikes?

What are their pains, needs, and desires?

See these are the essential things you should always know about your market before you ever launch a single campaign. 

When you know these things it becomes easy to know how to position your product and offer for maximum effectiveness. 

After a few days of research, I launched what I now call the Rapid Impact Testing process. 

It’s where I test every benefit, statement or phrase and get real world data on how the market responds to it.

Whatever my prospective customers respond to most, is what I craft the main marketing message around. 

Next thing you know by the end of that month my store generated $45,582.07 in revenue in my first month and $129,755.

Here’s where the lesson began.

Rather than start to put together a team I only hired one assistant to handle customer service and thought I could do it all myself. 

By the time the middle of month 2 came around. 

I was burnt out.

I was doing so much I got to a point where I couldn’t even bring myself to write new copy or test new creatives. 

I didn’t even want to look at a computer and shortly after the business fell apart. 

And I couldn’t seem to do anything about it. 

And there’s two lessons other business owners should gather from my lessons as brutal as they were. 

1. You should always be testing when it comes to your marketing because after ad creatives fatigue you need to have fresh creatives to pick it up again.
2. Never try to go the lone ranger approach and do everything yourself because it’s bound to catch up to you.

Luckily for me, I don’t believe in failure. 

We’re in the process of reworking the business and getting patents for our designs.

You have to realize that in life there is no such thing as failure, only feedback.

You never fail, you simply experience one way of doing things that didn’t work. 

Take that feedback, make the necessary changes to improve and implement again.

It’s why I do what I do now to help other business owners so they don’t make the same mistakes that I made.

Hope you found this insightful.

That’s all I wanted to share.

Until next time.