Product of the week: Custom Jewelry

If there’s one type of product that people will spend high amounts of money on — either for themselves or for people they care about — it’s jewelry.

As long as it’s well made and durable, jewelry has an advantage that a lot of other products do not have:

High perceived value!

People might hesitate to drop more than $30 on a custom made t-shirt, or more than $40 on a hoodie… but will EASILY spend $50 – $70 on a piece of jewelry that’s much smaller, and obviously less visible than a shirt.

Let’s see if there’s any interest in custom jewelry (spoiler alert: there is!).

Here’s a Google trends graph showing interest in “custom jewelry” for the past five years:


Let’s take a look at another related term, that’s more specific:

Custom Necklace.

Definitely some interesting trends in there…

But we can step it up a notch.

Let’s drill-down even further.

How about something like “birthstone necklace?”

It looks like there’s consistent interest in all three of these search terms, so we can confidently say that people look for some sort of custom jewelry throughout the year.

We also see the usual spikes in search volume around November/December, and before Mother’s Day.

In addition, there seems to be an overall year to year increase, more easily visible in the last graph, but present in all three.

Just a moment ago, I mentioned Mother’s Day.

One of the BEST times of the year to buy (and sell) jewelry is Mother’s Day (no surprise, I’ll tell you why I’m bringing this up in a moment).

Take look at the amounts spent around this holiday year over year in the United States:


Another factor worth noting is that people who looked for a Mother’s Day gift, wanted something unique:

“When shopping for a gift for Mother’s Day, 44 percent of respondents during a recent survey stated that finding a unique or different gift was the most important shopping consideration.”

So here’s what we know so far:

  • People buy jewelry.
  • They are willing to spend a lot of money on it.
  • They buy it for all types of occasions (Mother’s Day, Valentine’s, birthdays, Christmas, etc).
  • They like unique/different jewelry.

So on that last point… how do we sell people unique/different jewelry?

You might already be thinking this, but just in case you’re not… the answer is Print on Demand jewelry!

One of my favorite Print on Demand providers for this type of jewelry is ShineOn.

In the past couple years, they’ve established themselves as a market leader, having a consistent and expansive product selection. And it’s really good quality!

Here are a couple of their more popular products:

A heart necklace with a message card you can customize, and the customer can upload their own photo:


Here’s another…

A necklace with two hearts, with a message card you can customize:


If you look closely at these screenshots, you’ll see that production costs aren’t that high.

Neither example listed costs more than $14, which leaves plenty of room for mark-up (ie. profit!).

With that in mind, let’s play with our nifty Dropshipping Calculator and do some revenue predictions:

Let’s assume:

  • A product cost of $18 (with shipping).
  • A cost per sale of $17.
  • We’re selling our product for $50, and making as little as 5 sales per day.

So what do we get after making 5 sales a day for 6 months? (btw, these numbers are intentionally conservative!)

  • $45,000 revenue ?
  • $13,500 profit ?
  • 30% profit margin ⭐️

If that profit margin looks good, wait until you hear this:

ShineOn products have built-in up sells, like personalized engraving and luxury boxes, which means that your average order value is likely to be higher than the amount we used in the calculator :).

But let’s assume you want to increase your sales and profit margins even more…

Here’s a couple ways to do it:

  • Scale! (find additional angles, targeting options, increase your campaign budgets, etc.)
  • Beef up engraving up sells (more revenue for the same ad spend!)
  • Retarget! (DPA campaigns have awesome ROIs if done right)

Some final thoughts:

A lot of people in the eCommerce world are worried about competition.

Yes, there’s a lot of marketers/businesses out there selling products.

Well, if you read our guide on how to build a dropshipping business the right way, I talk about using angles in your marketing.

10 people may all buy the same product, but all 10 may buy for different reasons.

That’s why it’s so important to focus on WHO you are selling to and WHY they are buying, not so much on WHAT product you are selling.

Coming up with unique angles will help you stand out from the crowd of people who just throw up random products and hope people buy them.

While everyone else is trying to sell a product for Mother’s Day, Valentine’s Day, etc… maybe YOU’RE selling a “Sweet 16 gift” or a birthday present for a grandmother.
^^ Read the last few sentences again, there’s GOLD in there.Anyways, that wraps up this edition of Product of the Week!
If you want to take your product and marketing research to the next level, stop following the gurus and start talking to us:

I’m not a big name dropper, but I’ve actually shared this strategy with a few VERY high-level marketing friends / mentors, and they’ve all loved it.

So in short… if you have a higher-ticket program/service, I think you’ll love this too.

And if you don’t, you might still find it valuable, but this isn’t targeted towards you.

What we’ll cover:

  • How we’ve enrolled over 421 clients into our high-ticket programs ($3k – $30k) primarily using a single blog post.
  • Why I don’t use automated webinars, VSLs, cold emails, organic messaging, or anything else.
  • The blog post that generated hundreds of high-ticket clients.
  • Why I use the word “Bloginar” to describe this strategy.
  • Proof that this type of marketing really resonates with people.
  • While the Bloginar is truly evergreen, compared to other forms of marketing.
  • Other “Sneaky” Bloginar Tricks
  • How we can help you incorporate this strategy into your own business to generate new applications and clients.

The Background

In my 10+ years in business, I’ve always been a fan of using blog content to sell my products and services.

It mainly started back in 2014, when I wrote a blog about outsourcing a Print on Demand t-shirt business.

At the end of the post, I encouraged people to sign up for a live training I was doing with Matt Schmitt (currently the CEO of Skup).

People read the post and came to the training warmed up, leading to over $30,000 in sales for the program we were selling at the time.

I was hooked!

I continued using blog content in my business, and noticed the more I did, the more good things seemed to happen.

For example, I remember running ads to this blog post in 2015 and generating THOUSANDS of leads and tons of new customers.

Notice the social proof on that bad boy :-).

I also had big influencers reaching out to me after reading, wanting to connect, hire me, etc.

As I expanded, I began using blog content as the primary driver to fill our eCommerce coaching and consulting program.

I’d done case study videos and such to drive leads, but using blog content just felt right.

The process is simple:

Ad > Blog Post > Program Page > Phone Call > New Client

Why I Don’t Use Automated Webinars, VSLs, Cold Emails, Organic Messaging, etc…

The main reason I use written content in my business is based on my philosophy that I want to market to people the way I want to be marketed to.

I don’t like watching webinars.

Not a huge fan of VSLs.

Haven’t done cold emails since my SEO days years ago, when I used to email local businesses.

And I don’t use my personal social media profiles for business. In fact, I’ve never posted a single self-promotional post on my personal social media profiles.

Nothing against it, just not for me.

Note: I’m NOT saying to stop using webinars or any of those other strategies. If they work for you, keep using them! But you might find the  Bloginar strategy brings in a whole new subset of your target audience that previously ignored your ads.

I’ll tell you what…

If I’m surfing social media or the web and I come across a blog post topic that captures my attention, I get EXCITED!

I will either read it right then and there, or bookmark it for later.

I LOVE the written word.

I LOVE how I can read on MY time, consume content at MY desired speed, and come back and review it at MY own pace.

And quite frankly, I don’t have the energy to sit through a 1.5 hour webinar, listening to someone’s life story for the first 25 minutes (no offense), and then trying to gather the important information through bullet points on a slide.

I’d rather use that time doing the things I enjoy… like coaching my kids sports teams, going on walks while listening to podcasts, and playing Daily Fantasy Sports (…hey, we’ve all got our vices).

And listen… I’m someone who has invested over $250,000 in mentors and online education.

And I’m not alone.

People that have money to invest value their time, energy, and desire to consume content on THEIR terms.

Heck… there’s a reason big advertisers have been using the written word to sell their products and services for years.

Just pick up a magazine or local newspaper and look at the advertorials.

There’s a reason these have run for decades and decades.

Heck, here’s two from my recent Sunday paper.

If you look closely, the formula in these articles is simple:

Intriguing piece of content + facts and unique insights + a call-to-action.

Why does this work so well?

People like to read.

Reading never goes out of style.

And here’s a little secret…

Some of your BEST potential clients with the MOST money to spend are NOT gonna sit on a 1.5 hour webinar.

But put an intriguing blog post in front of them with no opt-in or other friction?

You might be surprised just how well it works :).

Like I said… I’ve done video case studies and things like that, but I’ve had the most long-term success using blog content to generate leads and sales.

The Blog Post That Generated Hundreds of High-Ticket Clients

Before I get into the “genius” behind the Bloginar strategy, I want to show you some of the most successful ads I’ve driven traffic to, that will give you confidence you can indeed generate a flood of high-ticket clients with a single blog post.

Ad #1:

Ad #2:

Same ad, different image.

I ran a few other images, but these were the clear winners.

See ad stats for my initial test of these ads:

In this case, a “Purchase” is a completed application and scheduled phone call.

When I saw dozens of calls being scheduled for sub $75, I knew I was onto something.

Especially because this was not some short funnel.

This was a multi-step funnel designed to make sure people were warmed and qualified before scheduling a call.

  1. They had to click on the ad.
  2. They had to read the post (or at least scan it). It’s around 7500 words. See one of the variations here.
  3. They had to click through to our program page. We’ve evolved it over time, but here’s the latest version:
  4. They had to fill out an application.
  5. They had to schedule a call.
  6. And on the backend, we eventually added further qualification via text messaging and a more in-depth application.

    While it’s a multi-step process, it involves MUCH less friction than a webinar funnel.

    Typical webinar funnel:

    1. They have to click on an ad (that mentions buzzwords like “masterclass” or “free training” they’ve seen a bazillion times).
    2. They have to opt-in and/or pick a time.
    3. They have to show up and watch the webinar.
    4. They have to stay until the end.
    5. They have to fill out an application and/or schedule a call.

    Yes, this works and has worked for years. But what happens to all the people who don’t want to sit through a video presentation?

    At minimum, adding a Bloginar to your toolbelt is a savvy way to scoop up new clients who won’t watch your webinar. 

    Anyways… those were the initial ads above, but I eventually evolved the blog post and ads, using different angles and hooks (understanding this is crucial to success w/ this strategy).

    For example, one of my favorite hooks to use is the “curiosity” angle.

    Notice over 1000 engagements, hundreds of comments, hundreds of shares.

    This is because this doesn’t come across as some boring, douchey ad.

    It creates intrigue and it lets the person know if they click, there’s something to read.

    If you were doing dropshipping or planning to launch a store, this ad is gonna capture your attention.

    These strategies will work across the board, for almost any industry.

    For example, if you had a golf training program, an ad headline may state: “Don’t Pick Up a Golf Club Again Until You Read This.”

    This is just ONE potential angle (the Bloginar goes much deeper than that).

    I’ve launched different variations of the post/ad that makes this strategy evergreen, and this has led to THOUSANDS of applications to our program(s) and hundreds of clients.

    For example, below you can see some stats from Email Me Form and Jotform, showing the thousands of application submissions we’ve received.

    Why I Use the Word “Bloginar” to Describe This Strategy

    I don’t remember how long I’ve been using the term “Bloginar,” but it’s been several years.

    I remember having a high-level discussion with someone about my lead generation strategies, and explaining to them about my blog posts.

    The topic turned to webinars, and I mentioned my blog post(s) essentially operate as a webinar, except in written form.

    “Ya know… it’s kinda like a Bloginar.”

    Every single person I’ve mentioned this to has LOVED the name and concept behind it.

    In short… if you have a webinar you use or have used to bring in leads and clients, a Bloginar can do the same (and will actually attract a segment of the marketplace you’re probably missing right now).

    Proof That This Type of Marketing Really Resonates With People

    For our eCommerce coaching program we’ve run the past several years, the primary funnel has been:

    Bloginar > Program Page > Application > Call > Client

    Once people schedule a call, we send them a more in-depth application to complete (this is in addition to the first application they filled out).

    I call this the “Doctor’s Office Technique,” because I modeled it after what doctor’s offices do.

    (Note: This single technique can increase your apps and clients.)

    At a doctor’s office, first you schedule an appointment and answer a few simple questions.

    Things like why you’re scheduling, your birthday, etc. Probably over the phone or online.

    But once you enter the office, BAM!

    They hit you with a stack of paperwork.

    Family history, allergies, EVERYTHING.

    I’ve always wondered if this was strategic. Like they know if they requested that paperwork BEFORE scheduling, many people would procrastinate and not schedule.

    But since they give it to you AFTER you scheduled, you’re more likely to fill it out.

    Regardless, I modeled this in our biz, and it allowed me to get some interesting answers to why people scheduled calls with us.

    A common answer is the BLOGINAR (obviously people don’t call it that, they refer to it as the “blog” or “definitive guide.”).

    See below some examples (make the doc bigger to read them):

    That’s just a very, very small sample.

    And when we get on calls with people, we hear more of the same.

    I’ve learned the Bloginar does a few things, when done right.

    1. Positions you / your company as an expert / authority.
    2. Frames your USP or unique mechanism for achieving a result.
    3. Educates your target audience, while also pre-selling them.
    4. Creates a feeling of warmth towards you / your company from the reader… due to the combination of good content and value in advance.

    Combined, these elements all work together to generate consistent,  high-quality, pre-sold consultations for your product/service.

    Why the Bloginar is Truly Evergreen, Compared to Other Forms of Marketing

    Pardon my french… but on the internet, sh*t changes FAST.

    I’ve been in business for over 10 years, and the rollercoaster is real!

    Here’s the good news…

    If you’re using the Bloginar, these changes give you a HUGE edge on your competition.

    Example #1

    Let’s say something you teach changes. Maybe Facebook makes a change to their ads platform (lol, happens every few months) or something else related to your biz changes.

    If you’re relying on a webinar to educate, you probably have to re-record it or do some fancy editing.

    Or even worse, the whole thing might become outdated, ineffective, and cost you dozens of hours in redoing it.

    But with a Bloginar?

    I can simply pop into the post, tweak some words and/or images, and in just a few short-minutes, my marketing content is up-to-date again :).

    Example #2

    The way people consume content is always evolving.

    At some point, webinars were new and innovative. Now they’re the norm, and because of that, interest and show rates have declined.

    But you know what doesn’t evolve?


    People have always read and will continue to always read.

    Books, magazines, articles, BLOGS, and so on.

    Perhaps the way they consume their reading evolves (iPhones, iPads, etc), but reading will never go out of style.

    Example #3

    I mentioned reading won’t go out of style… but the way people read or the places people read may change.

    Again, this is a GOOD thing if you’re using the Bloginar, because it means you can adapt to any platform now or in the future.

    For example, at this time… most people only use Facebook ads or YouTube ads for marketing their webinars.

    With a Bloginar, I can use those platforms, but also native platforms like Taboola that thrive off content.

    I can also do creative things, like use Quora ads, and drive to my content.

    I haven’t focused on these areas yet, but the point is if you drive traffic to a FREE written piece of content, you have much more options of how you promote it.

    Example #4

    Another advantage of the Bloginar, is the ability to keep it evergreen by “cloning” it and re-deploying it in new and exciting ways.

    This means your marketing can appear brand new, but actually be a “clone” of your previous work :).

    For example…

    Here’s the EXACT same Bloginar I showed you above, but with a new TWIST.

    One of the big questions people in eCommerce would ask was, “How can I dropship from USA suppliers?”

    So I cloned the Bloginar, created a specific ad for this angle, and drove traffic to it.

    Here’s the top of that blog post. Everything is basically the same, just a different headline that’s congruent with the ad.

    This can really come in handy, based on current events and what’s happening around the world.

    Or just based on what the marketplace is currently talking about.

    Here’s another example of me tweaking an angle:

    This will hit different hot buttons and appeal to people in a NEW way, who want to see what an expert would do if they had to start all over.

    You can apply different angles to your ads too.

    This ad works because there’s so many people screaming from the rooftops that you can start an online store and quit your job.

    Sure, it’s possible, but here I am in an ad stating the OPPOSITE.

    This creates intrigue, then leads people to the Bloginar to read more.

    Anyways… a Bloginar can be evergreen if done right.

    I can tweak the headline, perhaps make some tweaks to the post and/or ads, and BOOM… it’s like a fresh piece of content.

    NOTE: You may be concerned about duplicating content and SEO ramifications. I was an SEO expert in my former life (okay, 2011-ish), but I truly have no clue what this would do from an SEO standpoint. My goal is to use paid ads effectively to drive sales and clients to my business -:).

    Other Sneaky Bloginar Tricks

    It would take me dozens of more pages to go over all the cool things you can do with a Bloginar.

    Things like turning it into a book in digital format…

    Or having potential affiliate partners mail it to their list.

    But let me cover a few here.

    1. The Splintered Posts

    One of my FAVORITE things to do with the Bloginar (this trick is $$$$) is splinter it into separate content pieces!

    So for example, in my Bloginar post about eCommerce, I talk about product selection, Facebook ads, and more.

    I then splintered the content on those specific topics, and put them into their own blog posts!

    Few examples:

    An AMAZING Resource to Find Products For Your Online Store… WITHOUT Even Looking For Them!

    Here’s How to Find the Best Dropshipping Products For Your Online Store

    How to Use Social Media Ads to Bring BUYERS to Your Online Store

    I’m then able to run ads to these posts as well!

    Examples below:

    I’m simply cloning my existing assets, getting more mileage out of them for my lead generation!

    A way I maximize this is with RETARGETING!

    But it works both ways…

    So the first thing I do is retarget people who hit the Bloginar, but didn’t schedule a call.

    I’ll retarget them a few ways:

    1. With different Bloginar angles (and even the same angle).
    2. With the splintered content pieces.

    Sending them right back to the Bloginar (let’s face it, not everyone is gonna read the first time) is a great way to get inexpensive applications.

    As far as the content pieces, check out some stats when I used them to retarget people who initially went to the Bloginar:

    Almost 5% of the people who see it actually click on it.

    It’s a great way to get exposure to your program page and additional scheduled calls.

    Okay, time to start wrapping up…

    I’ve given some good tricks here :).

    I don’t have time to go into all the strategies, but just know that running ads to the Bloginar opens up LOTS of opportunity you might not have with other marketing strategies.

    How to Use the Bloginar in Your Own Business

    Without a Bloginar in place, anyone with a high-ticket program and/or service could be missing out on literally hundreds of thousands of dollars worth of sales (per year OR per month).

    In other words, I HIGHLY encourage you to put it into place.

    Especially if you’re currently running traffic to a webinar, or have run traffic to a webinar in the past.

    You can easily spin the webinar content into a Bloginar, tweak some things, and start running ads.

    There’s definitely nuances and moving parts, but that’s the gist of it — ONE SINGLE BLOG POST that fills your calendar up on a daily basis with qualified leads.

    You have a few options:

    Option #1: Do nothing. Definitely not the option I’d recommend, but you can certainly just keep doing what you’re doing if you’re happy with it.

    Option #2: Take the info I gave you above and do it yourself. Nothing wrong with this option either, you can definitely try to create your own Bloginar, angles, ads, other pieces, and so on.

    But that’s kinda like watching a Tiger Woods golf swing tutorial on YouTube, then expecting to hit 300 yard drives and play at a PGA pro’s level :-).

    Option #3: Let myself and my team help you with it. My favorite option :-).

    If you want my team to help, here’s the details:

    1. I can personally consult with you on your Bloginar, walk you through it, help with the content, ads, etc. We can do this over Zoom as strictly consulting.
    2. I can have my team just create the Bloginar for you (and even run the ads if you want). This option is much more expensive, BTW, just due to the work involved.

    1. Lastly, I can tell you about a “FREE” way my team can run the Bloginar for you with NO UPFRONT COSTS out of pocket.

    We’d do all the heavy lifting, and in return, you’d simply pay us a piece of every sale we generate from our work. Due to demand and the nature of this arrangement, I can ONLY accept clients in this scenario who are consistently generating at least 15 new clients per month, and are looking for unique, cost-effective ways to add more without any drama.

    If you’re interested in any of those options, just pick a time from the calendar below and let’s chat!



    President, Digital Traffic Ace