s chau Issue 17 3 Jay Cruiz 8 Quiz: Which Imfamous Social Media Campaign Would You Star In? 1 9 Ditch the Cliché: 5 Unconventional Niche Strategies That Actually Work 2 5 10 Insider Tips to Choose the Ultimate Email Marketing Platform (and Dodge a Costly Mistake) 27 How to Skyrocket Your TikTok Views (Even with Zero Followers) 1 5 Exclusive Interview PAULT INTERNET MARKETING NEWSLETTER Copying the content of this newsletter is a sin paid back in full automatically by nature in due time with an interest. ©2025 Paul Thusius superfunnelacademy@paulthusius.com All Rights Reserved Worldwide. All images ©Pixabay.com & Unsplash.com All rights reserved worldwide. Extraction of images from this publication and/or any other use of them is strictly prohibited. If you’ve ever stared at an online cart wondering why people abandon it, take notes from MìLà, the frozen dumpling brand quietly crushing it in ecommerce. Their secret? Smart, subtle nudges that turn indecisive browsers into paying customers — before they ev en hit checkout. Here’s the move that makes the difference: the slide - out cart. The moment a customer adds something, MìLà doesn’t just sit back. Instead, they hit two psychological sweet spots: urgency and scarcity. Urgency Front and Center - A bright gre en callout shouts: “An item in your cart is in high demand. Order now to reserve your delivery. Your cart is reserved for X minutes.” The message is simple but effective: act fast, or risk missing out. Countdown Timer - A ticking clock adds pressure, turni ng “I’ll think about it later” into “Better hit checkout now.” It’s a classic FOMO hack done right. Why it works : people hate missing out. By nudging them before they even see the full checkout page, MìLà reduces decision paralysis and boosts conversions. Other brands wait until checkout, missing the sweet spot where most drop - offs happen. The lesson? You don’t need flashy redesigns or crazy promos. A few clever UX tweaks — well - timed urgency, scarcity cues, and a visual timer — can move the needle big time. So next time your cart feels like a ghost town, take a page from MìLà: slide it out, add some pressure, and watch those dumplings — or whatever you’re selling — fly off the virtual shelves. Copy MìLà’s Clever Conversion Trick to Increase Your Sales 2 3 Google’s AI Overviews Are Killing Website Clicks - Here’s What Online Marketers Need to Know Google’s new AI Overviews are gutting organic traffic, slashing clicks to websites by up to 50%. Instead of visiting your site, users now get quick, AI - generated answers d irectly on the search page — decoupling impressions from real traffic and leaving small businesses scrambling. For marketers who’ve relied on SEO as their lifeline, this isn’t a tweak. It’s a tidal shift. The move now is clear: audit your site so Google’s AI actually pulls from your content, but don’t stop there. Build an email list you control, double down on social media, and create direct touchpoints with your audience. SEO alone won’t save you in this new landscape — you need a multi - channel strategy to sta y visible and weather the AI storm. https://www.webpronews.com/google - ai - overviews - slash - website - traffic - by - 50 - for - small - businesses/ RESOURCES AND NEWS 3 Why Brands Are Turning Social Feeds into Mini TV Shows (and How You Can Too) How to Run Your Business Like Taylor Swift Swift isn’t just a pop superstar — she’s a master strategist. From her early MySpace days to her billion - dollar Eras Tour, Taylor has built a brand that thrives on knowing her audience, pivoting boldly, and keeping communication tight. She sprinkles Easter eggs for her fans, drops album teasers like clockwork, and transforms even a simple announcement into a global event. The lesson for you? Understand your customers so well that every move feels like it was made ju st for them. And don’t forget the pivot. Swift started in country, migrated to pop, and kept her fanbase loyal because she leaned into growth rather than playing it safe. She doubled down on her strengths after criticism, embraced authenticity, and never s hied away from making a statement — political, social, or creative — without losing her core audience. For your business, that means focus on what you do best, stay true to your values, communicate constantly, and don’t be afraid to evolve. Treat your brand li ke Taylor treats her music: Intentional, bold, and fan - focused, and you’ll see your audience not just follow, but actively cheer you on. https://www.smartbrief.c om/original/how - to - run - your - business - like - taylor - swift Social feeds are getting episodic. With TikTok and Instagram algorithms harder to predict, brands are swapping one - off influencer posts for serialized content that keeps viewers hooked. From Argo s’ mockumentary Arghaüs to InStyle’s The Intern, these mini “TV shows” mix humor, narrative, and creator talent to turn scrolling into real engagement. Even small businesses like Little Joy Coffee saw a 40% monthly sales boost with episodic drink videos. L ong - form social isn’t just flashy — it’s strategic. State Farm’s Gamerhood shows you can scale from Twitch shorts to full - blown streaming, while multipart creator series give marketers repeatable frameworks without reinventing the wheel. By building characte rs, worlds, and storylines, brands compete with every viral video, meme, and cat clip for attention. The takeaway: entertaining, serialized content isn’t optional — it’s how you make your brand impossible to ignore. https://www.adweek.com/commerce/why - brands - like - state - farm - and - argos - are - going - all - in - on - social - first - episodic - videos/ 4 5 As an online marketer, you’re always hunting for ways to boost conversions and get more clicks. But sometimes, the secret lies in the tiniest details — like the words you use in your calls to action (CTAs). Take a moment to consider this: words like “Buy,” “Submit,” and “Sign up” are everywhere. They’re standard, sure — but they also can trigger friction. Why? Because these words highlight the effort your customer has to make. They sound like chores, tasks, or commitments, and that can make people hesitate. The better move? Shift the focus away from what the customer has to do and zoom in on what they get instead. This subtle change flips the script from friction to excitement. For example, instead of a boring “Sign up,” try “Get instant access” or “Claim your free spot.” Instead of “Submit your info,” say “Grab your exclusive offer.” See what happens? Suddenly, your CTA becomes a promise rather than a demand. Here’s why this works: human brains love rewards and benefits. When your language highlights what’s in it for them, you reduce hesitation and make the conversion feel effortless — even irresistible. It’s a small tweak , but it smooths the entire conversion path. Every word your visitor reads shapes how easy or hard your funnel feels. Cut friction where you can, and watch your click - through rates climb. Want to level up your CTAs? Start by auditing your current buttons a nd links for friction words. Then rewrite them with the customer’s gain front and center. You’ll be surprised how a simple swap can turn “maybe later” into “take my money now.” Your customers want the payoff — not the process. Make sure your copy shows them the prize, not the work. Friction Words Are Costing You Sales - Here’s The Fix 5 6 Brains in Sync, Carts in Motion: Why Friend Groups Buy Alike (And How to Cash In) Turns out “great minds think alike” isn’t just a cliché — it’s neuroscience. A recent JNeurosci study (The Journal of the Society for Neuroscience) found that when friends shop together, their brains actually sync up. Yep, literally. Brainwaves align. Preferences converge. And one friend’s reactions can predict the other’s decisions. Forget psychic twins — we’re talking about neuromarketing gold. So what does this mean for you, dear digital marketer? It means if you can win one friend, you might just win the whole group chat. This isn’t just peer pressure — it’s peer programming. When friend s view your product together (or even separately), their neural activity and purchase intent harmonize over time. That "OMG, you need this" text? It’s backed by synchronized memory, judgment, and reward - processing brain signals. Here’s how to use it: Group - Based Targeting: Run referral campaigns or discounts for pairs or trios. “Buy one, get one for your BFF” isn’t just cute — it’s neuroscience - supported. Watch Party Commerce: Launch livestream shopping events that friends can attend together. Social viewin g = synchronized buying. Social Proof on Steroids: Show what your friends love, not random strangers. “3 of your friends bought this last week” taps into neural familiarity bias. UGC, But Make It Friend - Powered: Encourage duos or squads to post reactions, unboxings, or mini - hauls together — their enthusiasm will echo in others’ brains. Bottom line? The future of marketing isn’t just personal. It’s social - personal. You’re not selling to one shopper — you’re influencing a ripple effect of brain - aligned buyers . So if your next campaign doesn’t include “tag a friend,” you’re missing half the brainpower. 6 7 SEO has been the backbone of digital marketing for decades — but the rise of AI is changing the game. Enter Generative Engine Optimization (GEO), a new approach designed to make your content rank not just for humans, but for AI - driven search engines like ChatGPT and Gemini. GEO blends traditional SEO with AI - friendly strategies to boost visibility in AI - generated search results. That means optimizing for clarity, relevance, authority, and conversational fluency. Think: authoritative claims, statistics, quotes, and direct answers. The goal isn’t just to rank - it’s to be understood and ci ted by AI. Why GEO Matters for Small Marketers AI - first visibility : Your content can be surfaced by generative engines even if it ranks lower in traditional Google results. Better engagement : Using conversational formats and contextually rich content keeps both AI and humans interested. Competitive edge : Small brands can level the playing field by producing clear, authority - driven content tailored for AI. The SEO Evolution: SEO → SGE → GEO 1. SEO (Search Engine Optimization) Focused on keywords, backlinks, and meta optimization to climb traditional search rankings. Goal: attract more organic traffic. 2. SGE (Search Generative Experience) Uses AI to generate contextual, interactive answers in the SERPs. Goal: provide richer, faster search experiences. 3. GEO (Generative Engine Optimization) Combines traditional SEO with AI - aware content strategies. Goal: ensure AI understands, prioritizes, and promotes your content. Key GEO Strategies for Small Marketers Optimize for conversational clarity — write like you’re an swering a real user question. Include authoritative stats and sources to boost AI trust signals. Structure content for easy AI parsing: headings, bullet points, FAQs. Think in content networks, not just single pages — AI values context. In short: GEO isn’t j ust a trend — it’s the future of search. Small marketers who adapt now can get ahead of the curve, surfacing their content in AI - driven search results before their competitors even notice the shift. 7 Generative Engine Optimization (GEO): The Next Wave of SEO ARTICLE Quiz: Which Imfamous Social Media Campaign Would You Star In? You’re a one - person marketing army — fueled by caffeine, cat memes, and sheer determination to make the internet notice. But deep down, which viral trainwreck matches your spirit? Take the quiz and uncover your inner marketing disaster...or the accidental genius you never saw coming. 1. Your “big idea” looks like this: A. I grab a celebrity, because nothing says “genius marketing” like a famous face holding a product. B. I drop a pun so clever, people might need a PhD in wordplay to get it. C. I hype it up like it’s the fin al season of Game of Thrones — everyone MUST know. D. I want people to feel amazing... like, “Wow, I’m the hero of this story!” E. I quietly test my idea with a small audience first, then unleash the full glory once I know it lands. 2. Your motto when posting on social media: A. “One image can save the world... or at least get 10k likes.” B. “If they don’t laugh at the pun, do they even deserve to see my post?” C. “FOMO is my middle name, and this post will make everyone jealous.” D. “Everyone should feel like Be yoncé discovering a new wardrobe.” E. “If it’s useful, funny, or engaging, I post it. Otherwise... nope.” 3. You’ve been asked to create a trending hashtag. You: A. Make it inspirational, heroic, possibly tear - jerking. B. Pun it up until people say, “I think I get it... maybe.” C. Make it exclusive, VIP - level, “I - can’t - believe - I’m - not - on - the - list” kind of elite. D. Make it warm, fuzzy, and self - love - approved. E. Test a few hashtags on posts, see what actually gets traction, and pick the winner. 4. When your post gets criticized onli ne, you: A. Blink, mutter, “We were trying to unite the world,” and sip coffee. B. Chuckle and think, “They clearly don’t appreciate the pun genius I am.” C. Panic, then double down on hype like it’s a Hollywood premiere. D. Nod thoughtfully and tweak mess aging to make it feel uplifting without being cringe. E. Take notes, adjust fast, and thank the audience for being brutally honest (and occasionally hilarious). 8 9 5. The kind of marketing disasters that secretly excite you: A. Something controversial that people can’t stop talking about, even if it’s a little messy. B. Confusing, clever, memorable... and slightly ridiculous. C. Big, flashy, FOMO - inducing, and maybe will trend for a hot minute before imploding. D. Well - intentioned campaigns that just need a sprinkle of wisdom to shine. E. Creative experiments that teach me, engage my audience, and don’t destroy my brand in the process. Result s: Which Social Media Disaster Would You Star In? Mostly A’s: Pepsi’s “Kendall Jenner Moment” You’re dramatic, heroic, and think one soda can solve the world’s problems. The story: Pepsi tried to show unity by having Kendall Jenner hand a can to a police o fficer at a protest... people were less inspired and more eyeroll - y. Lesson: Big gestures are fun, but context is key. Even a solo marketer can channel this energy — but read the room before saving the world. Mostly B’s: Burger King’s “Whopper Neutrality” You love puns and wordplay more than oxygen. The story: Burger King tried to mix net neutrality with Whoppers. It got clever... but mostly left people confused. Lesson: Clarity wins. A solo marketer’s time is precious — if your audience needs a manual, rethink the joke. Mostly C’s: Fyre Festival Social Campaign You live for hype, glitz, and “what could possibly go wrong?” energy. The story: Fyre Festival sold dreams of luxury on social media... delivered chaos. Millions of Instagram followers, zero marshmallows. Less on: Hype is fun, but overpromise = disaster. Solo marketers, stick to what you can actually deliver. Mostly D’s: Dove’s “Real Beauty Sketches” You want to inspire, uplift, and make the world smile... but sometimes miss the mark. The story: Dove celebrated self - perception vs. others’ views — but some found the messaging off. Lesson: Positive campaigns work, even for solopreneurs — just test your messaging before going live. Mostly E’s: The Smart Solopreneur Winner You’re the marketing ninja everyone wishes they were. You experiment, you track, and you don’t need a team to win. The story: These campaigns test small, iterate fast, and delight audiences without creating chaos. Lesson: Testing, adjusting, and iterating is the real superpower for solo marketers. Big p ersonalities, hype, and puns are fun — but strategy keeps you alive and thriving. 9 Rags to Riches? Maybe Just Stick with the Rags (Online, at Least) Why Humble Roots Win Trust — and How to Build That Into Your Marketing Profile Marketers love to flaunt the highlight reel: Six - figure launches, Bali workcations, private mastermind retreats with champagne and drones. But here’s a twist from the brainy folks at the American Psychological Association: We actual ly trust people more when they come from humble beginnings — not luxury yachts and boarding schools. In a study with nearly 2,000 participants, researchers found that when someone appeared to grow up in a lower - income household (public school, part - time jo b, no summers in Tuscany), people instinctively rated them as more moral and trustworthy. Not just nicer — but more likely to act in your interest. So what does that mean for your online brand? If you're marketing online — especially in a personal brand or “trusted guide” role — flaunting your scrappy origin story isn’t just relatable. It’s a conversion tool. How to Lean Into It: Highlight the Hustle Share stories of flipping garage sale finds, freelancing on your mom’s laptop, or working night shifts whil e building your business. That’s gold. Avoid Over - glossing . Skip the luxury flex unless you also show how you got there. Overnight success stories without grit? Total trust killer. Speak like a human . Drop the jargon and speak plainly. Polished - but - raw win s hearts. Bottom line: You don’t need to pretend to be poor — but positioning yourself as someone who earned their way up builds credibility fast. If your audience thinks you’ve faced real challenges (and didn’t just “scale effortlessly”), they’re more lik ely to trust you with their attention, money, and loyalty. So go ahead — dust off that “how I started with nothing” post. Your past might just be your strongest asset. 10 When AI Gets Creepy: How to Avoid the Uncanny Valley in Your Marketing Avatars Let’s talk about something that gives customers the heebie - jeebies — AI avatars that are just realistic enough to be unsettling. If you’ve ever watched a digital face smile a half - second too late, or blink like it just learned how, you’ve met the uncanny valley. And if you’re using ultra - realistic avatars in your marketing? Your audience might be running away from your funnel instead of into it. The uncanny valley happens when something looks almost human, but not quite — like a wax figure that jus t winked. The result? People feel weird, distrustful, and uncomfortable. And that’s not the vibe you want when trying to sell your course, book a call, or guide someone through a checkout page. Here’s the kicker: The closer your AI avatar looks to a real p erson, the higher the subconscious expectations. One glitchy facial twitch or delayed lip - sync and it’s game over for emotional connection. So what’s a savvy digital marketer to do? Go stylized. Cartoon - style or clearly animated avatars sidestep the creep factor. Think Duolingo owl, not haunted mannequin. If you go realistic, go flawless . Invest in premium tech with smooth expressions, synced speech, and emotional nuance. Halfway doesn’t cut it. Test with real humans . If your team can’t stop staring for the wrong reasons, your audience probably won’t either. AI avatars are powerful tools — for sales, support, and content. But if they look like they just escaped a robot horror film, your conversion rate’s headed to the graveyard. Bottom line? Creepy doesn’t c onvert. Either dial up the polish or lean into stylized charm. Because no one wants to be sold to by a smiling ghost in a blazer. 11 20 KILLER Questions to Transform Your Product and Radically Boost Profits Imagine this true story: A marketer is ready to ditch a component from their product, thinking it’s just a bonus feature. But then, they asked one simple question to their customers: “What do you find most valuable in this product?” Turns out, that compon ent was the heart and soul of the whole thing! They flipped the script, made it the focus, raised the price, and – BOOM! - profits skyrocketed by 563%. That’s the power of asking the right questions. If you want to turn your product from “meh” to “must - have,” it’s time to stop guessing and start questioning. These 20 game - changing questions will get you the answers that can really move the needle. Ready to discover your next big profit boost? Let’s go ! 1. What is the most frequently requested feature or improvement from your customers that you’ve overlooked so far? This can reveal a crucial missing element that could dramatically improve customer satisfaction and retention. 2. Which component of your p roduct do customers rave about the most, but you haven’t leveraged in your marketing? If you’re not highlighting your most valuable feature, it could be a missed opportunity to attract more attention and sales. 3. What problem does your product solve that your competitors overlook or fail to address effectively? Identifying your unique selling point can help position your product as the solution people didn’t know they needed. 4. What would make your product indispensable to your target audience? Finding ou t what would elevate your product to a “must - have” status can guide improvements and increase its perceived value. 5. How can you add value to your product by bundling or pairing it with complementary items or services? • Bundling products or adding extra va lue can increase the average order value and make your product more appealing. 6. If your customers could change one thing about your product, what would it be? This reveals areas for improvement that could potentially increase user satisfaction and loyalt y. 7. How can you position your product to appeal to a new, untapped customer segment? Exploring new demographics or markets can broaden your customer base and result in significant growth. 12 8. What is your product’s true “wow” factor, and how can you amplify it in every customer interaction? Identifying and enhancing your product’s most impressive feature can make it stand out in a crowded marketplace. 9. Are there any pricing strategies you haven’t explored yet (e.g., premium pricing, tiered pricing, or pay - what - you - want)? Experimenting with different pricing models can unlock hidden revenue opportunities. 10. What kind of content or education can you provide that will make your product even more valuable to your customers? Off ering content that educates customers on how to use your product more effectively can increase perceived value and boost retention. 11. How can you create a sense of urgency or scarcity without compromising your brand integrity? Techniques like limited - tim e offers or exclusive bonuses can drive faster purchasing decisions without seeming manipulative. 12. What type of feedback or data can you collect from your customers that will help you iterate on your product more effectively? A strong feedback loop is c rucial for continuous product improvement, keeping you ahead of competitors. 13. Can you create a version of your product that addresses a different pain point or use case, increasing its appeal to new customers? Variations of your product that meet differ ent needs can open up new markets and boost sales. 14. How can you turn one - time buyers into repeat customers with loyalty programs or subscription models? Encouraging repeat purchases with incentives or a subscription model ensures consistent revenue. 15. What would make your product irresistible to your ideal customer, even if they weren’t actively looking for it? Crafting an irresistible offer can draw in potential customers who may not have considered buying initially. 16. How can you improve your produ ct’s delivery or customer experience to make it more seamless and memorable? Small tweaks in delivery, user experience, or packaging can have a significant impact on customer satisfaction and loyalty. 17. What partnerships or collaborations could you form to expand your product’s reach or credibility? Partnering with complementary businesses or influencers can expose your product to a larger audience and increase sales. 13 18. What is your product’s lifecycle, and how can you create upsell opportunities as customers continue using it? Creating upsell opportunities as your customers engage with your product over time can generate additional revenue. 19. What would make your product the best option in the marketplace, even if competitors offer ed a similar version? Identifying ways to surpass your competitors in features, value, or customer service can help you dominate your niche. 20. What’s one bold change you could make to your product that would disrupt the market and grab attention? Sometim es, a bold, unexpected move can draw attention to your product and create a significant spike in interest. These questions aren’t just about scratching the surface — they’re designed to dive deep into your product’s strengths, uncover unmet customer needs, a nd reveal untapped opportunities. Answering them will help you unlock hidden potential, fine - tune your offerings, and set yourself up for serious profit growth. 14 Editor: Today's guest is Jay Cruiz, a dynamic entrepreneur, educator, and digital growth strategist who serves as the face and marketing director of AmpiFire, a platform that helps businesses get major online exposure through content amplification. Jay is known fo r breaking down complex marketing ideas into clear, actionable strategies, and he's helped thousands of entrepreneurs grow their visibility and influence online, all without relying on paid ads. Jay, it's great to have you on. Jay Cruiz: Yeah, I appreciate it. Thanks. Good to be here. Ready to rock and roll. Editor: Can I start by asking, how did your journey into the world of online marketing begin? Jay Cruiz: I originally got into this world through a friend of mine. His name is Joey Xoto, and he built a very successful business called Viddyoze. With two other no - names, if you like, David Chamberlain and Jamie Garside. So they were from up north in the UK, fellow Brits. And so what happened was I met Joey. Well, I've known Joey all my life, actually. Sorry Well, I met him in nursery, kindergarten. But we were always obsessed with trying to build businesses and set something up. And I remember meeting him after a long time where I was struggling in my sort of life, early 20s, early to mid 20s, and so was he And we were working dead - end jobs, and we were just sick and tired of life. And it's weird, we met in Starbucks after a long time, and I was like, "How are you?" And he was like, "Oh my, God. Jay." And then we both looked tired and haggard, and we started talking. It was like, man, there's got to be more to life than this. If I have to jump on another train to commute another hour and hour back, I can't do it. It's soul - destroying. He was the same. A nd so we started talking, coming up with ideas, and we started making videos. This is back in... This is over 12 years ago now, but I started making videos. And he was really talented with the camera, and I love being on camera. So he was super talented. H ence, why I built this multi - million dollar business afterwards. Jay Cruiz Interview 15 But he used to shoot me and we used to do just random videos and we thought, "Oh, this is going to make loads of money. We're going to go viral." We didn't make anything. Editor: Right. Jay Cruiz: We didn't make a single penny from those videos, but we had lots of fun. And I rem ember sitting there thinking, "Well, this isn't doing anything. What do we do?" We started up a page when Facebook was in its not infancy, but it was evolving back then. I don't know if you remember, you used to have these pages and you liked them and it's like, "I love horses," or I love this and that. We built a I Love Horses page with the idea of selling horse t - shirts. We ran paid ads on it, and I remember we had the last £10 each, so around $15 each. So it was a coffee or the ads, and we thought, "You know what? Screw it. Let's just do it." Right. The next day, we came back and we had hundreds of likes and we were just over the moon, I remember, with zero plan, but that's where we started. So anyway, this went on, lots of ideas, dead end, but lots of fu n. And then one day Joey rings me and says, "Oh, Jay, I figured it out." And I'm like, "Dude, I'm interviewing for this job, but what is it?" And we would get jobs just to keep us going and work there for six months and then stop. Try start a business, fai l. Go into a job. So he was like, "Jay, I figured it out." I was like, "Yeah, go on. Quickly tell me. I'm going into an interview." Hey, brother, I haven't got time. And he's like, "Oh, okay. Okay, listen, I found the guy." And I'm like, "Well, what guy?" And he goes, "The guy that's going to teach us how to become super rich and successful." And I was like, "Okay, carry on. I can be late for this interview." Right? "No worries. Tell me more." And he goes, "His name's Alex Jeffries." And I'm like, "Okay." I had no idea, right? Because I... Joey would be online all the time. I didn't know. And I went, "Fine. What's the deal?" And he is like, "Well, I've reached out to him and to see if he would mentor me for free." And I'm like, "You trap. Brilliant. Love tha t." And he goes, "But here's the deal." He said, "If you'd shoot a video for me telling me why I should work with you and take you under my wing, then I'll consider it." And we thought, "Great." And now Joey doesn't like being on camera at that time. He's got a lot more comfortable over the years, but at that time, he wanted to focus on the technical side because he was great with the camera. 16 So he said, "Jay, we've got to shoot this video. You're going to be on the video. I'm going to record it, and we have to send this to Alex Jeffries." And I'm like, "Yeah, I'm in. Let's go." Happy days. So anyway, we're there. We shoot this video, it's still up there. I think when Alex got it, he had I think Frank Kern and all these other guys in his inner circle group, and he pinned it to the top and everyone's commenting and it's gaining momentum. But the funny thing is, everybody thought that I was Joey bec ause I'm on the video. Anyway, fast - forward a couple of weeks, Alex invites Joey to come and see him in Cardiff. Joey goes, they shoot a documentary, and that was it. In return, I think Alex let him into his inner circle, trained him, and Joey launched a p roduct, made 20K in one go. Bam. And for us, that was unbelievable. What happened after that is he shot the documentary and then Joey says, "Right, I'm in the inner circle. There's an event Alex has got, why don't you come down? Alex wants to meet you." I was like, "Yeah, perfect. Sounds good." So me, Joey, his wife at the time, drove down to Cardiff. And for me, it was a whole new world. And Joey was up on stage as one of the case studies, because he was just up and coming. And anyone who actually does the work and applies the stuff, they were always front and centre, whereas 90% of people don't do anything. That's just the internet marketing world for you. So he's on stage, we're at the event, and on my right, this booming American voice comes out. I hear it and I turn around and then I was like, "Oh, how are you? Where are you from?" And he is like, "Oh, I'm from the States, but I hate the States." And I was like, "Okay, interesting." Straight away, you know when you've got a character, and I love characte rs. So then I was like, "Cool." Introduced myself. He introduced himself and he says, "Oh, my name's Chris Winters." I had no idea who he was, but he said it as if I should know. So I was like, "Yeah, yeah, sure. Great, I'll see you later. Yeah." Anyway, f ast - forward that evening, Joey's like, "Oh, I've got a great dinner lined up. I've got this affiliate superstar, one of the biggest affiliates in the space coming." And I'm like, "Brilliant. Yeah, whatever." At this stage, again, I have no idea what any of this means. So I turn up to dinner and there is this American gentleman called Chris Winters, and I'm thinking, "Oh, you're a big affiliate. Sorry, mate. I didn't realise." So we got talking. We really got on with Chris Winters, and I think he saw me as m aybe a younger version of himself a little bit. 17 He was saying things like that, because he also struggled when he was younger. And he goes, "You know what? There's an event in Fuerteventura in about a few months' time. You need to be there. I live in Barcelona, and you are more than welcome to stay in my house." And I'm thinking, wow, this is it. This is how business deals happen and life changes ... Scan The QR Code To Listen To The Full Interview Now 18 You’ve probably sifted through a mountain of articles on “finding the perfect niche,” right? I’ll bet you can quote them in your sleep: “Pick something profitable and that you’re “passionate” about.” Snooze fest! Let’s shake things up a bit with this game - changing advice no one’s bold enough to share: 1. Pick a Niche So Unusual, It Gets People Talking Forget blending in. Choose something so weird, so specific, that people can’t help but ask, “Wait, that’s a thing?” The beauty of this approach? You won’t h ave to fight for attention — you’ll be the attention. The more niche, the more curious people will be. And curiosity? Oh, that’s your golden ticket. Example: Start a business around teaching people how to train their dogs to “dance.” Seriously. It’s quirky, it stands out, and people who love dogs (most of the internet) will definitely want in on the action. And here’s the best part — dancing dogs aren’t just cute, they sell. Once you’ve got their attention with those adorable moves, you can start selling them all kinds of products: training tools, custom dog outfits, high - energy treats, dog dancing accessories, pet cameras to film their pups in action, and even online courses for advanced dog choreography. Bam! Your niche went from “dancing dogs” to a full - fle dged dog empire. 2. The “Will I Still Care After 3,000 Hours of Research” Test Forget passion — let’s talk endurance. Ask yourself: Can you see yourself discussing this topic for hours, weeks, and years without feeling like your brain might melt? Because let ’s face it, creating content, marketing, and customer support aren’t one - and - done tasks. You’re going to live, breathe, and eat your niche. So, make sure it’s something that doesn’t make you want to fall into a black hole after 3,000 hours of market resea rch. You need stamina to avoid burnout. If your niche makes you feel that deep, unshakable meh after the third deep dive into forums, you know it’s not the right one. If you’re still excited, eager to learn, and itching to dive deeper, then congrats - you’ ve found something that can stand the test of time (and your sanity). 3. Pick a Niche with Built - In Drama Here’s the thing: Drama is your friend. Not the “reality TV” kind of drama (unless you’re in reality TV marketing, of course), but the kind of drama t hat gets people talking, debating, and passionate. If your niche is a hot topic, you’re not just selling products - you’re selling opinions, conflict, and buzz. You’ll ride the wave of everyone having an opinion on what’s better, faster, or more effective Ditch the Cliché: 5 Unconventional Niche Strategies That Actually Work 19 Example: Dive into the vegan vs. keto debate. Yes, it’s been done, but guess what? People will never stop arguing about it. And that’s perfect for you. Keep it relevant, keep it spicy, and watch your audience grow as they argue their point while buying your products (maybe even the products that help them debate better!). 4. Pick a Niche Where People Actually Spend Money This one’s simple: You need a niche where people will pull out their wallets. If your niche is in the “saving money” cate gory, people will be hesitant to spend it, even on something amazing. No one wants to spend $50 on a budgeting course when they’re just looking to save a buck, right? Find a niche where people are actively investing in solutions to their problems. Example : Forget “general health and wellness” — get specific with sleep optimization products. People spend loads of cash trying to fix their sleep, from fancy pillows to sleep trackers. Make sure your niche taps into a pain point people will willingly pay to fix. 5. Pick a Niche That Can Evolve With You Your interests will evolve. Trust me. So, why pick a niche that’ll box you in for the next 10 years? Instead, choose something that’s adaptable — something where you can grow, shift, and pivot as your ideas and passio ns change. Your niche should be a platform for evolution, not a cage. Example: Start with “DIY sustainable living” and eventually branch out into eco - friendly home products, zero - waste cooking, or even sustainable travel. Your niche can grow alongside your personal interests, without losing relevance or passion. Final Thoughts: Choosing a niche doesn’t have to feel like navigating a labyrinth of bland advice. Embrace the weird, the quirky, the slightly offbeat — because that’s where the real opportunities lie Choose something that you can talk about until the cows come home, and something that keeps evolving with you. And remember, a little drama never hurt anyone, especially when it leads to more clicks, more sales, and a whole lot of fun. So, pick your nic he, strap in, and get ready to create something that actually excites you — and more importantly, excites your customers. 20