[Q&A time -> flying back to Dubai] I hit my first $100k day in ecom 4 years ago. ASK ME ANYTHING TO DO WITH ECOM.

I always find it so incredibly stupid when “entrepreneurs” hate on 9-5s. It’s the number one sign of a fraud. Firstly - if you run a legitimate business - you will have people working 9-5 FOR YOU. How tf can anyone who has people working for them go online & talk shit about having a job? Are you dumb? Secondly, if you run a legitimate business - you understand that it can be one of the most stressful things in the world. I’ve been building my own businesses since I was 16 year old - I’ve never had a job. Since 16, most of my life has been riddled with stress (you get used to it) & I don’t remember ever switching off ONCE. I spend every single second of every single day thinking about my companies. Sometimes, I get a lil jealous when someone tells me they work a 9-5 (it’s not for me though, I’m too addicted to chaos)…

Rock bottom is a beautiful place. Once you are there, you realize life can't get any worse. It's just you & God. The only way out is up. You have nothing to lose but everything to gain. Is that not the most beautiful part of life? Opportunity? Your time at rock bottom never goes to waste either. Once you make it out of rock bottom - you carry a certain swag. You can live life without fear, knowing you can lose it all & still make it back. It’s poetry. I made a shit tonne of money from 17-19, I lost it all by 21/22 (due to a combination of crypto, bad biz partners, bad timing & all-round bad decisions). I always remember one time where my card declined at Starbucks & my ex-girlfriend had to scoop the bill instead. Nowadays, a few years later (at 25), that story always makes me laugh as I pull up to those same drive thrus in an f8 spyder. I remember explaining all this to someone a few months ago & they asked why I didn't just delay my dreams. As he said that, it occurred to me in that split second that even though it felt like the whole world was against me - not once did I ever think of quitting. That word didn't even exist in my subconscious. I have a lot of time for people who have visited rock bottom in life, I have no time for quitters. Life always gets better & when people say EVERYTHING HAPPENS FOR A REASON - they mean it - there have never been truer words spoken. I would not be where I am today if I didn't go through that shit a few years ago. If you can't see the reason yet, it’s because your journey is still being written. But one day it will click & you too will admire the romance of life. May God protect you & the universe bless you.

POV: 8 years ago you figured out how to buy products from China & sell them to 45 year old women on the internet for 10x the price…

I can’t believe how cracked ecom is these days. I had a spare hour so I just pumped out 40 static ads (with ai), uploaded them all to my ad account & some are already getting spend after 10 minutes. It’s fkin crazy. Generational opportunity in ecom right now. There’s no excuse to not have 1000 statics live in your ad account right now. It takes like 3 days max. Imagine fumbling this shit….

This shit works btw… I literally told you all EXACTLY how to launch a 7-figure brand… and then I did it myself….

I was at dinner with a friend of mine that does $6m/month on Meta (at a 4-5 ROAS) & we were discussing the biggest reasons people can't scale. I wish we had the conversation on camera because this shit is pure sauce, pay attention. Here’s why we CELEBRATE HIGH CPAs (yes, you read that right - we celebrate): No one talks about this but they should. The reason your ad performance looks worse when you bump budgets is NOT because the “algorithm takes time to stabilize”. It’s because there is always a lag between increasing your budgets & the conversions happening (the customer journey). If you’re in ecom - you really need to get the idea out of your head that conversions happen immediately. THEY DON’T. Your ad spend 7-30 days ago is responsible for generating the conversions you are seeing today. Most of your customers need to see your ads more than once before purchasing. If you increase your budgets & your CPA doesn’t hold - GOOD - it means Meta is unlocking new audiences. Meta obviously knows this better than anyone, which is why COST CAPS REMAIN UNDEFEATED. The machine knows exactly how long individual customer journeys can take - because they have all the data on it - so why tf are you trying to decide your budgets manually? You seriously think you know more than Meta? I fucking LOVE when I increase my budgets & the CPA is shit for a few days. It means we’re about to unlock a whole new audience & scale the brand to the next level. My friend that I was at dinner with spends $1.5m/mo on Meta for a $30k info offer. He said the biggest reason he’s managed to out-scale all of his competitors is because he is happy to spend $200k on a new campaign & see ZERO CONVERSIONS for the first 2 weeks - because he knows that his avg customer takes ~10 days to make a decision. After 10 days of a ZERO FUCKING ROAS, his campaigns suddenly starts generating 4X returns daily. Meanwhile, his competitors never get that far. They shit themselves after a couple days of “bad performance” - when in reality the conversions were just delayed. It’s such a simple concept but no one talks about it - because everyone is so obsessed with all the numbers in their ad account that they forget they are selling to REAL HUMANS that TAKE TIME to make decisions. Think about that the next time you increase your budgets. Btw, if you want to reduce the lag as much as possible - the secret is in optimizing your funnels. Good luck & happy scaling.

Man, I actually can’t believe I hit my first $50k day in ecom 6 years ago. I’ve been doing this shit for so long it’s crazy to look back on. I’ve barely had time to reflect. Ecom has been my whole life since I was 16 & trust me, this shit never slows down. I’ve never had a 9-5, I’ve never had any form of job in fact. My whole life has always been ecom. I’ve seen a lot of people come & go in this industry. I’ve had a couple friends that started dropshipping around the same time as me that have gone on to build $50 million companies in various different industries. Whether it’s saas, tech, crypto, or anything in between. There’s been times (a few years ago) where I wondered if I should also deploy my ecom skills into different industries (like they did) but I’m honestly so glad I never did. Even though it can be difficult to see at times, there’s monumental upside in choosing the right vertical & dedicating your life to it. One small regret I do have though is that I haven’t really documented my journey enough. I’m looking back at this $50k screenshot in my camera album from 6 years ago thinking ‘damn, what a time’. But tbh, if I started documenting my life 5 years ago, I probably would have got very distracted. Regardless, now seems like the right time for me to start… Our ecom brands (& my other companies which I’ve rarely spoken about) are in a stronger position than ever - the path to $100m has never been clearer. I’ve already invested north of $100k in YT content in the past few weeks & I haven’t even posted a single vid yet… We’ve got a LOT of cool shit planned: life in dubai, traveling the world, behind the scenes building global brands, behind the scenes investing in other businesses - we’re going to be covering it ALL. Stay tuned, because take over season is about to fkin commence….

SIX YEARS AGO - I actually used to run a home appliance brand in the UK & I was telling my ex girlfriend’s mum about it. She said she’d seen the ads all over, but she “would never purchase because of X”. I never even knew X was a problem (because I wasn’t a 40 year old woman). Anyway, I went ahead & fixed X messaging on the website & we went on to scale rev 5X in the next 4 weeks. Which lead to my FIRST EVER £50k DAY. MORAL OF THE STORY: chat to hot moms more. Btw, she was also the first person that told me that I need to double all our font sizes - she joked about how she needed a stronger pair of glasses to read our website…… Many, many lessons in there.

[q&a time] on a flight rn, which means it’s q&a time just crossed first $10k day on new brand too ASK ME ANYTHING ecom/biz/life….

Who said you need $50k to launch a brand? WE LAUNCHED THIS SHIT WITH $200… Currently pacing at $170k/mo. MRR just passed $75,000. Would be nice to scale faster - but need to make sure the backend is solid first. Very weird feeling coming from the dropshipping world to this. Excited to scale a custom product tho. Hopefully a nice exit in 2/3 years…

Woke up to 1k subscribers on the new brand (should close the month at ~$100k MRR). We went from 100 subscribers to 1k in approximately 20 days whilst breaking even (we actually made decent profits on a 30-day time scale but we had to place a big stock order for the next few months & profits are not the same as cashflow). Anyway, how did we build subscribers so fast for a new brand? The secret is PRODUCT EDUCATION. Our winning ad was a mini VSL that I wrote which is 8 minutes & 42 seconds long - however, it doesn’t even mention the product until 5 minutes into the video. It took me 1 hour to write the first draft, then another 2 hours the next day to polish it up. It’s a fking banger. It’s so good that one of my friends that owns an agency posted a breakdown of it on YouTube - without realizing it was my brand - until I told him to delete that shit real quick. Anyway, once someone clicks the ad - they’re directed to a 1500 word listicle that I’ve spent the last 60 days writing & optimizing. Which is also a banger. Then, once they have gone through that whole process - guess what - they are way more likely to not only buy - but also SUBSCRIBE. It’s really quite simple when you strip it down to the fundamentals. Emotion > logic > purchase. GOOD LUCK & HAPPY SCALING.

gm daily reminder: ecom is dead ai killed it :(

New brand is now at $50k/week. Here are the weekly stats: - $53k revenue - $38k on ads - $30k mrr added - $5k ai credits burned - $0 profits Looks like ecom is still dead. $200k/month biz & nothing to show for it.

This is why testing campaigns are complete bullshit by the way. I’ve been telling you all for YEARS. Just because an ad has a good CPA on a low budget - it does not mean it’s the best ad to be scaled as a winner. New ads always go after low hanging fruit once launched (cheap inventory - ie retargeting). As I’ve relentlessly been telling you all for the past few years: The best indicator for determining the health of an ad will always be AMOUNT SPENT. CBOs FOR THE WIN. Especially post-andromeda. Before all you agency dorks come for me - I don’t care if testing campaigns “work” for you - it’s about the opportunity cost you are missing out on.

Ecom is so dead man. New brand is now at $8.5k daily rev, but we’ve barely made any profits. Stats: - $5.5k ad spend - $8.5k revenue - 1.54 ncROAS - $4k MRR accumulated - $200 profit What’s the point in running an ecom business for 2.5% margins?

New brand is currently at $6k days. We've scaled 10x in the past 4 days lol. We were chilling at around $600/d because we were very low on stock (gay) - but our new batch just landed so we're pushing. Here's the current stats: - $4k/d in meta spend - 1.5 new customer ROAS - $2.5k/d in MRR compounding daily - 100 new ads injected weekly - Ai producing 90% of output (fkin crazy) We’ll probably push this past $10k daily spend next month (once even more stock arrives). Honestly, it's a different kind of pain coming from the drop-shipping world to building a fully custom brand (without Chinese fulfillment). We'd have this thing 10x bigger right now if we didn't have to worry about stock. Probably just going to yolo it & place a massive order next week so we don't have to think about it ever again. I’m sure it will all be worth it when we exit one day, Inshallah….

Here’s our landing page ecosystem for converting traffic at insanely high rates (whilst accumulating MRR): I’m going to break down each funnel format & the role it plays in our ad accounts. 1) 7 reasons why listicle This is our hero campaign. It’s designed to convert cold traffic & it’s doing its job beautifully. I think 60% of my time over the past year or so has been spent building the highest converting listicle structure possible. It’s definitely paying off. I just published V187 (or something) on our two main brands & it’s PRINTING. Probably one of the biggest levers any brand can pull. It’s way more important than cracking a new winning ad - because a solid listicle makes all of your ads perform better. When I tested listicle vs pdp on our new brand, cost per add to cart reduced 40%. COST PER ADD TO CART IS THE PRIMARY METRIC WE USE TO TRACK NEW FUNNEL PERFORMANCE. 2) Ai powered quiz I made a post about this a few weeks ago. We’re pushing around 30% of our daily budget to this quiz. I don’t really pay much attention to the cpa on it because attribution is obviously all over the place (long term game with emails). At one point it was converting at a 2 roas but I think it’s around a 1.1 now. There is no benefit in running a quiz at a high roas - the purpose of a quiz is to accumulate AS MUCH DATA AS POSSIBLE. If our MER is good, the first place I’ll increase the budget/caps in our account is on the quiz - because it’s also a brilliant prospecting campaign. If someone goes through your quiz & doesn’t immediately buy - you best believe they’ll end up buying at some point down the line. Not many people speak about this for some reason but it’s incredibly important. Especially if you use your quiz as an educational funnel. 3) PDP for bof traffic Not all our traffic goes to pre-sell pages. On paper, our pdp ads have the best cpa - but obviously, that’s only because the other pages are doing the heavy lifting. I’ve seen a few brands that run bof style ads to their quiz for example - but why would a customer want to go through all that when they are already committed to buying? You need to flood your ad account with statics directly to your pdp. When I say “retargeting” is dead - I mean manual retargeting on Meta. However, Meta retargeting your warm audiences automatically IS ONE OF THE MOST IMPORTANT PARTS ABOUT BUILDING A BRAND. My hot take: In 2026, people will realize that a high frequency is a good thing - not a bad thing. As I’ve said many times over the last few years, your ad account needs to be an ecosystem. If I see my quiz ads losing CC spend, I usually increase the caps because I know spend decreases on it, in 3 months time my pdp ads will suffer. 4) Multiple Advertorials We use our listicles to test angles & when we find a winner - we will double down on it using specific advertorials. Advertorials can be a lot harder to crack, but once you do, spend increases a lot. I also find advertorials great at driving new traffic since you can be very creative with the FB pages you are using. All in all, we probably have around a dozen landing pages active right now - but our hero campaign is definitely our main 7rw listicle. I think a listicle should be the foundation of any brand. Spend some time building a brilliant one. I’ve seen cpa reduce 20% just by swapping reasons 1 & 4 around (for example). Hope this helps. Btw I can talk about funnel building for hour so lmk where you want me to go deeper.

I can’t get this Grüns deal out of my head. Everyone focuses on the exit but I think what really matters is the acquisition on the other side. I don’t think there is any better vertical in the world to invest in right now than a subscription-based consumables brand. I’ll tell you why… Ai is clearly the future. But I don’t think the play is building an Ai company. My theory is that every Ai company will eventually get replaced by Ai. However, do you know what will never get replaced by Ai? Physical products. There is a massive misconception that ecom is a digital business. It is not. Go visit your supplier in China & tell him you run an online business. He will punch you in the face. SaaS is an online business. Ecom is not. Ecom is a physical business model operated remotely. The benefit for ecom operators is that ai tools are designed FOR US - not against us. I honestly can’t think of many other businesses models where this is the case. So, what is the biggest threat to ecom? I think it’s probably 3D printers. But i’ll tell you what 3D printers won’t be able to do (for a very long time at least) - print health products. For example, let’s say you’re selling electrolytes. You can’t just magically print a sachet with a dozen different ingredients. In addition to this - I think health & beauty are the two industries that are just going to keep on growing. - Health is only going to grow in size because people are aging with smartphones & access to information. This has never happened before. Everyone will be researching why certain changes are happening to them, thus pushing people down funnels. - Beauty is only going to grow because ai is going to make people feel uglier than ever before. Ai generates people more attractive than anyone you will ever see in your life. Think about how that will affect beauty standards in society - it’s a trillion dollar opportunity. So, if you want to build a $1bn business. I think if you look at the way the world is shaping up, it’s undeniable that a health-based DTC subscription brand is the play. All the macro factors are in your favour. You just need to make sure you optimize for these three things: - Build an incredible product Ai will soon kill your conversion rates if your product can be debunked - Nail your positioning (op) Ai will make building a brand easier. Why should customers choose yours? - Distribution-max Your advantage in ecom will always be your ability to compound attention that converts. Once you understand all this, you start to realize why ecom is the best mode to scale to a $1bn exit. If you are building in the ecom industry - I hope you appreciate how blessed we actually are. In a world full of doom & gloom, I can’t believe how bullish this industry is right now. It’s a generational opportunity. GOOD LUCK & HAPPY SCALING.

Do you want to know the secret to writing ads that print so hard you can retire your whole bloodline? 
The worst part about running a brand is that no one tells you how to write winning ads. But everyone tells you they are the most important thing?

You do all the research: watching the youtube videos, reading the tweets, and searching reddit - but nothing makes sense.

Your ads just don’t convert.

So you decide to copy a few competitor ads instead.. 
But that doesn’t help either. 
The truth is - if you’re writing ads for your brand, then you’re probably focused on the wrong thing.

There’s one mistake that 79% of brand owners in the US make & it’s costing them millions. Because despite what they tell you - the key to winning ads isn’t learning how to write better hooks.

Or creating pattern interrupts…

It’s something else.

But before I let you in, there’s something you should know.  Once you learn this, you will never feel the same again. 
Because learning this one thing will make your ads print so hard that people will think you’ve found a cheat code on Meta.

Your CPMs will drop, Your CPC will get cheaper And your ROAS will increase… My name is nkecom & my ads have generated millions…. today I’m going to share with you the secret.

The number one way to create winning ads is by building tension.

If you learn how to create tension, you can sell anything.

Because once you have built tension, people feel invested. Especially if you hit relatable pain points & failed solutions along the way.

If you mention your solution straight away, then people aren’t emotionally invested in the problem you are solving. 
The key to writing winning ads is focusing on emotions first, building tension, then driving the conversion with logic. 
If you want to learn how to build tension… then READ THIS POST AGAIN.