(sorry in advance for the long read, im not a graphic kind of guy - hope this of some use to people)
note: I didn't just pay for the 'method' I had someone create everything as well - lol
Launching a product can be tough. When doing so people focus on 3 areas.
Sales, Traffic & Leads
This can be broken down in various ways.
Sales
- Your own ecommerce store or platform.
- Amazon
- Other marketplace listing
Traffic
Leads
- Email
- Social Media
- Landing Pages
Before, After or during launch everyone starts by putting a little focus into all categories before ALL attention gets put into sales. After all that’s where the money is, sales often become the proven factor that works so that’s where you put your time and effort in.
Once sales fall flat or slow down because it worked previously people tend to do one of two things:
- Introduce a new product and start that cycle over.
- Pump ads or look for influencers to get more sales.
The cycle continues and frustration builds up not understanding why something has flat lined.
There is a better way
I’m sharing the exact method I used (and paid for, so you don’t have to) how I launched an off line campaign that generated over £4m in sales for 2026 alone (
yes the start of this year has been very good)
I’m now looking to duplicate this into a formula I can use to drive and build up the retail side of the business which I’ll share later on.
Focusing on sales is fine but that’s not where the money comes from instead we want to focus on content and leads. It seems obvious but it’s painfully overlooked.
Content
- My content was a kit which contained a leaflet, a tea bag, kitkat and a grow your own lunch kit
- As well as some links to dedicated google slide decks and some stand alone web pages.
Leads
- I built up exclusivity landing pages to generate a corporate mailing list.
- The email list that followed focused on national holidays that acted as reminders of how my product and service could be used.
Nothing special at this point.
When sending out the information we focused on
Social Proof and
Problem Proof.
In each of the leaflets, website and slide decks I provided social proof from past agencies I have worked with as well as big brand companies (Vitality Insurance, HSBC, NHS, Starbucks) along with quotes, videos and photos of the products from the each of those companies.
This gave me enough social proof to demonstrate I was legitimate and could work with larger corporations. After all these guys trusted me, so why don’t you?
My junk mail out to random agencies I never worked with slowly went from something that could end up in the bin to if anyone given the time had reviews from piers within the industry and instantly recognisable brands.
The rest of our content focused on problem proofing. Why buying or using me as a supplier could fix a range of problems these companies might have focusing on community outreach, green community funds and so on.
Once I got these people hoked I offered up a landing page where I can capture emails and leads, the focus was on an “exclusive lunch club” some typical elite bullshit that these big companies I was targeting eat up.
I requested people share lunch updates on a dedicated site.
Our email list was very highly targeted and having pre planed content all we done was send out notifications about how to grow your lunch, when to harvest and suggestions on the best way to enjoy it.
From there the rest of the automated emails focused on world event days where our products can be used not just that but we made them topical to make sending an email that day almost relevant but not really.
An example is pancake day in the UK. I don’t do nothing with pancakes but I think the title was something like
Don’t flip this pancake day.
We focused on a pile of days like that relevant to the UK regardless if they are global or not, some example’s.
- Mental Health Day
- National Allotment week
- Pancake Day
- Valentines Day
- And so on...
We done this as we needed to constantly educate our target clients that our products and service offering had multiple uses. By being consistent and focusing on traffic and leads it paid off.
So how does this help or how can we translate this online you ask.
Well I’ll be brutally honest I’m figuring this part out still. I know it will work because the sales person I hired outlined the exact formula for online use and got tailored for offline. I've not really seen anything like this before in the free open are of discussion, I don't know if it's one of these things that is locked away or not. But I'll share as best I can below:
So this how I am going about it and how you can to!
Lets go back to our list and look at
Traffic.
Traffic is all about building content that converts. The more focused the content the higher the conversions.
We need to create content that converts, this is probably the hardest bit and requires the most amount of time, effort and money spent.
No one wants to put the effort into this as to be honest it’s hard, boring and I think can come off as a little tacky and gmicky but it does work. It just requires a ton of effort not many will put in because paying for ads has to be easier right?
Well do this section once, do it right and it pays.
Now the trick came from building up our focus points we needed to hit in order to get traffic.
These fall into the following categories and the lower you go the less they tend to convert.
Social Proof
Highly targeted, people claiming your product or your business is great. The more you have people doing that the better.
This can be adverts, customers sharing videos or information about your products online. Anything that gives the Joe public a reason to talk and shout about you.
Borrowed Proof
Looking at other peoples proof this can be taking a snippet of Somone famous saying something about the problem your product fixes and adding that to your short. It’s a bit tacky and you need to be careful you don’t look like your crossing a line.
Best example you tend to see of this is currently youtube shorts where you see Joe Rogan or similar kind of person talk about something for 2-3 seconds then the rest of the clip is full of bullshit.
It looks like Joe endorsed that video or the topic but he hasn’t really. That’s what you want be aiming for, for social proof.
So how that would work for a product is, say Joe Rogan says green tea is great. You could have a snippet of him saying that and then cut to your green tea product and then list off all the health things it can do.
You don’t want to miss lead anyone you want to use whatever is quoted or whatever is out there is borrowed proof.
Problem Proof
Similar to the green tea example above. You list the problems your product can solve and you promote them.
Slow digestive system – drink green tea
Boot metabolisim in the morning – drink green tea
It just needs to be a fact. Find the problems that you can create content around, so the proof is in the problem and the product becomes the soloution of the product.
All the focus here is becoming the problem solver.
Viral Proof
This is just traffic that gains traffic and becomes popular. It won’t convert well it often focuses on jokes, funny content anything to get something to go viral.
Now you have each traffic source. Where do you think people spend all their time marketing?
Yup, Viral proof. They aim for something to go viral thinking it gives maximum impact.
While yes it can, conversions are often very low and not worth the time or energy.
Going virual just grows the number of likes, comments, views. It wont impact your business that much, sure new followers, new views and comments but it wont convert to leads and sales.
It takes a ton of time and effort and often you sit there thinking you created something social only for it to fall flat and 200 people view it.
Now if you took the time to get 200 people to view the social proof you might gain 5-20 customers. This effects the business and builds revenue. In other words it generates sales.
By doing this daily. The content generates the traffic, traffic generates sales. It’s a slow and steady process with potentially big results.
I’ve got a very similar formula set up currently for our ‘low hanging fruit’ keywords and traffic. Which just focuses soly on socil proof and is super targeted as it zeros in on a particular customer type that knows exactly what they are searching for.
The same can be done when creating search content by focusing on problem proof. Recognise issues and problems customers have and target your article or content in aiming to fix these problems.
My plan is to start to introduce this on social by using Facebook, Instragram and X.
By focusing on social platforms we can target
leads.
Those potential customers that now interact with the content, leave a comment, clicked a link and left an email you now start to reach out to them. Message them directly, reply to comments and build up engagement.
You use the social proof while reaching out to say have you tried this, X tried our product and had these results and so on.
Direct them to dedicated landing pages and introduce the social proof there your trying to milk the lead as much as possible with your social proof to help build a sale.
Those sales end up turning into more content and so the cycle continues.
I never really gave any shits about world book day, pancake day as a business to be totally honest I never once thought about targeting it but so far for the corp side of thing it worked very well and I can't see why not as part of emailing or lead generation why the same thing would not work for retail customers. Pretty silly not to have given it much focus before to be honest.
That’s our target goal for adapting this sales strategy from off line to online.
Every day we create some content that falls within one of the above mentioned proofs, every day we engage, every day we aim for a sale.
The product focus comes second and driving traffic and engagement comes first. Sales should naturally follow, just like they did with our kits. I see no reason why this cant work online. Granted will take a ton of time and effort in other areas but the pay off should work.
This going to be the foundation for our social stategy previously I just wanted to post up products and content I guess I’ll still do that but it will now have more of a clear direction.
I was never really convinced on how to go about doing this previously but if it’s worked once there’s no reason why it can’t work again.
Bronze Star
forms.gle
ec 24, 2025)
