The S.A.L.E.S Success Recipe: The Unique Framework to Build a Profitable Shopify Store (Without Dropshipping From China)

BONUS: If you enjoy this post and want to explore having our team help you grow your store, click here for details.

Maybe you’ve been down this path before:

Thought #1: “This webinar on dropshipping looks interesting!”

Thought #2: “What that guru said was amazing, I’m gonna do this!”

Thought #3: “If I just find a hot product on AliExpress and put it in my Shopify store…”

Thought #4: “And turn on Facebook ads for $5 a day…”

Thought #5: “I’ll make a ton of $$$ like this guru and live happily ever after.”

Sound familiar?

SURVEY SAYS: That’s an old strategy from like 2016.

The competition is INTENSE these days. Building a store that sells the same products as everyone else won’t cut it anymore.

And making your customers wait 4 weeks to get their item… only for it to arrive in dingy packaging directly from China?


Even if you DO build your store this way and get it to work, you still don’t have a clear strategy to turn it into a long-term business.

The S.A.L.E.S Success Recipe: An Innovative Way to Build a Shopify Store (Without Dropshipping From China)

What I’m about to share with you today will COMPLETELY blow you away, because it’s different than anything you’ve ever seen before.

That’s because it’s taken millions in ad spend and years of trial and error to learn this stuff.

But this isn’t for everyone…

It’s designed for people who want to build a profitable eCommerce store, that’s built to last LONG-TERM. Who see past the shortcuts, and want a unique and PROVEN framework to grow a store that makes sales like clockwork, while also providing an amazing customer experience.

Sound like you?

Cool… you’re in the right spot!

This is the framework we’ve used to start and grow our own stores, and help hundreds of other entrepreneurs as they’ve started and grown their stores too.

Our team has over 30 years of combined eCommerce experience, so we’ve got some good knowledge to share with you.

By the end of this post, you’ll be able to install this unique and proven five-step framework into your store, into your business, and watch the sales flood in.

Here’s a high-level overview of what the framework looks like.

The 5-Step “S.A.L.E.S Success Recipe to Building a Profitable and Long-Term Shopify Store (… doing dropshipping, but not from China).

The S.A.L.E.S Success Recipe consists of 5-steps.

S: Social Media Friendly Products

A: All-Around Authenticity

L: Laser-Targeting (not what you think).

E: Effective Evaluation

S: SMART Scaling

As you can see, when you get them all right, it spells SALES (I know… I’m so creative).

I’m about to breakdown every component of this strategy, but you might be thinking:

“Why is this called a RECIPE?”

Check out this quote from entrepreneur and Tesla CEO, Elon Musk.

“If you’re trying to create a company, it’s like baking a cake. You have to have all the ingredients in the right proportion.”

Not only do you need ALL the ingredients… you need them in the right proportion.

If you make a cake and it sucks, something went wrong. Either you had a terrible recipe, used the wrong ingredients, or used the wrong proportion of the ingredients you had.

Here’s what most people look like when they’re building their store.

Most people don’t have the ingredients to a successful store in the right proportion.

In fact, most people don’t have the right ingredients at all.

The majority of marketers trying to grow successful dropshipping stores are starting with the wrong recipe altogether!

But once you have the right recipe, you’ll know EXACTLY how to find the right products, how to make them sell, and how to build a business that can succeed today and in the future.

BONUS: We can work 1:1 with you and help you install this framework into your store. Learn how we do it here.

S: Social Media Friendly Products

We coined this phrase several years ago, because we noticed most people try to sell the WRONG products when they open up their store.

Have you ever heard of the “Threshold Model of Collective Behavior?” 

Don’t worry, I hadn’t either.

I didn’t understand this concept until I was researching how Netflix disrupted the movie rental industry several years ago, and put companies like Blockbuster out of business.

Here’s a quick description from a Forbes article:

“For any given idea, there are going to be people with varying levels of resistance. As those who are more willing begin to adopt a new concept, the more resistant ones become more likely to join in. Under the right circumstances, a viral cascade can ensue.”

So imagine you’re at a play or performance and the music stops. You’re thinking, “do I clap, do I not clap… wtf do I do???”

All of a sudden one person starts clapping.

Now EVERYONE starts clapping.

That’s the Threshold Model of Collective Behavior in action.

So here’s why that principle is so important to the products you choose to sell.

Imagine you put up an ad for a product, and basically there’s no likes, no shares, no comments. Well, there’s going to be a lot of people that they won’t click and buy that because there’s nothing there. There’s no social proof. They don’t wanna be the first person to do it.

However, if the product you’re selling is “Social Media Friendly” you’re going to get those “early adopters.” They think the product is so unique and relevant to them, that they’ve gotta have it.

Then what happens?

“…the more resistant ones become more likely to join.”

So you start to build up those likes, those comments, those shares. Facebook sees who buys your stuff and starts showing them your ads. More sales come in.

And as the Threshold Model of Collective Behavior stated above,

“Under the right conditions, a viral cascade can ensue.”

Just like you see those ads that have a million views and thousands of likes and comments.

BUT… none of this is possible if you don’t initially sell the right types of products.

So let me explain what a social media friendly product is.

Remember that nobody wakes up and decides to go buy something in their newsfeed. Nobody thinks they want to buy something on Facebook or Instagram.

Most people try and sell normal everyday products that don’t create impulse purchases, and then they wonder why they don’t make sales.

YOU need to market and sell products that vibe with the platform you’re selling them on (ie. Facebook and Instagram).

This is an alarm clock.

It’s $15.99 on

If I needed an alarm clock what am I gonna do?

I’m gonna go to Target, Walmart, Amazon or somewhere else and buy a freakin’ alarm clock.

I’m NOT gonna go on Facebook and think, “Hey… maybe today I’ll see an ad in my newsfeed for an alarm clock. Since I need one, I’ll just buy it from there!”

Which leads to what we already know:

People who NEED products will go FIND products to buy.

So if you understand this one principle, you give yourself a HUGE advantage over most other stores out there.

Everybody goes one way, trying to sell the same old everyday products, and YOU will go the complete opposite way.

How do you do that?

I know this will sound crazy and completely counterintuitive.

Stop looking for products and instead look for IDEAS that lead you to products.

Check this out:

Have you ever said:

“Hey honey, today after work I need to go to the store and buy an alarm clock with a coffee maker?” 

Probably not.

THAT’S a Social Media Friendly idea that would then lead us to a Social Media Friendly Product.,

Here’s a store I found selling this type of product for nearly $260!

If this was being marketed on Facebook and Instagram, it would naturally vibe with those platforms. It will capture the attention of someone browsing their newsfeed. It’s different, it’s unique, and we found it not by looking for it, but by searching for IDEAS.

Need help choosing the right products to sell? We’ve got tons of strategies, plus an entire directory of products and suppliers! Learn more by clicking here.

Now once we find the right products, we’ve still got work to do.

A: All-Around Authenticity

This is a fancy way of saying you should have a long-term perspective with your store.

How do we do that?

By treating your business like a baby!


Let me explain.

Brian Smith is the the Founder of UGG Boots, and he sums this up perfectly.

He said, “When we’re confident in an idea, we want it to succeed immediately.”

That’s human nature. We all want to have success right away with our businesses. But what he’s saying is that you need to treat it like a baby. He says that expecting your business to take off right away is like expecting your two-year-old to head off to college tomorrow.

What happens when we get into this mindset of wanting something to succeed right away?

We take shortcuts that may seem to help our business in the short-term, but DRAMATICALLY hurt our businesses long-term.


Countdown Timers

You know… when you make it seem like a product is almost sold out (false-scarcity). We’ve tried them in the past and they can work, but they’re very gimmicky. It’s not the way to build authenticity in a long-term store.

You can succeed without them.

A Store You Put Together in 18 Minutes

If your store looks cheap, no one will find it trustworthy. You need your About page, shipping details, contact info, nice pictures, and more.

Remember… don’t rush your 2-year old off to college :).

Bad Products

Don’t sell shoddy products just to make a buck. It’ll come back to bite you in the form of bad reviews, returns, and a lack of future customers.

Facebook has cracked down on bad brands, so make sure you are selling good products from good suppliers.

Long Shipping Times

Make your customers wait 4 weeks for their orders to arrive? Goodbye repeat customers! In the past, we dropshipped from China. Been there, done that, found the holes, and realized that’s not the type of businesses we want to build.

Now we use USA and domestic drop-ship suppliers.

These are suppliers that can get our customers their items very fast. And they’re not as hard to find as people would lead you to believe.

In short, avoid short-term hacks or poor products that basically jeopardize your authenticity to your customers.

Have a long-term perspective.

Check out what can happen when you do this right:

This is a screenshot of a customer who came to one of our stores.

They bought for the first time on August 24th (very bottom of image).

Look what happened a week later on the 31st… they came back and they bought again.

Two days later on September 2nd, they bought again.

And then about two months later, they came back and bought a fourth time.

Now, imagine if we were dropshipping from China and they bought on August 24th. They may not have even received their item by October, because of the long 4-6 week shipping times.

But because we work with local domestic suppliers and USA suppliers, they got their item within a week. They came back and bought again. Then they bought again. Then they bought AGAIN.

People have this misconception that it’s more expensive to use USA or domestic suppliers. It’s not in the long-term, if it helps you build a real business that gets repeat buyers.

Plus… it’s completely different than what everybody else is doing/teaching about dropshipping. Mostly because they don’t know how.

Remember: Have a PURPOSE and treat your store (and business) ‘like a baby.’

If you need help building a store with authenticity, our tech team can do it FOR you! More details HERE.

Now let’s chat about Laser-Targeting!

L: Laser-Targeting (Not What You Think)

When most people think of targeting, they just think of which interests to target with their Facebook ads.

But there’s actually three components to laser targeting.

Component #1. The Angle

The angle is simply WHY your product is a good fit for a certain person.

Think of an everyday item like a banana. I know it sounds silly. But imagine a banana rack at the grocery store, and it has a sign that says, “Get Your Bananas —  a Great Low-Calorie Snack!”

Now, imagine on the other side of the store, there’s another rack of bananas, but this time it says, “Get Your Bananas — a Great Way to Replenish Carbs After a Hard Workout!”

Two completely different angles for the same product. One marketed as a low-calorie snack, one marketed as a great post-workout source of carbs.

Those messages are going to attract two different people, and they’re going to speak to each person and say, “Hey, this product is for YOU.”

That’s what we mean by the angle, which then leads you to the audience.

Component #2. The Audience

Let’s stick with the banana example.

The angle we choose is going to impact who we target.

Someone in the “Weight Watchers Recipe” audience is probably interested in low-calorie snacks.

Someone in the”P90x” audience would be more intrigued by a good source of carbs, post-workout.

See how that works?

Then it leads to the final component of Laser-Targeting.

Component #3. The Actual Ad

Now we’ve made things simple.

Our ad copy is simply going to reflect the angle we chose and the audience we are targeting.

If we targeted Weight Watchers, we’d discuss why the banana is great for anyone looking for a healthy snack.

If we targeted P90x, we’d obviously change our ad message to talk about how replenishing carbs is important after a workout, and a banana is an easy and great source of carbs.

Compare our Laser-Targeting strategy to what most people do.

If they have a product that’s intended for people who like to fish, they target something like, “I love fishing.”

Can it work? Sure it can. But that’s kind of an old way of doing things and it’s not really as effective.

Check out this example below of how we took a broad product and implemented our Laser-Targeting Strategy.

It’s basically one of those hand putty products that you squeeze.

I really had no clue why people would buy a product like this. I knew that it sold well, but I wasn’t really sure why.

So I went looking for ANGLES.

One of the best strategies to find angles is to look in the reviews of products. See why people bought it. And in the reviews, I stumbled upon a ‘golden nugget.’

This person said they bought it for their sister’s birthday. And she put, “She knits a lot and it helps her hands to play with the dough.” In other words, it helps her sister’s hands recover from from knitting, right? It also says, “It’s wonderful for those with arthritis.”

That’s an angle!

We just took a product that looked so generic and we found an angle: People who knit and/or people with arthritis.

So next thing I would do is go to Google and look for knitting websites.

I found one called the “Ravelry,”  billed as a knit and crochet community. So my next step would be to go to Facebook Ads Manager and see if that’s an interest I can target.


So now I’ve got an angle, an audience, and ad copy. They all flowed from one another.

I can discuss how this product is GREAT if you knit, and helps your hands recover.

We turned a completely broad product into something specific for people who knit.

Wanna hop on 1:1 calls with ad experts to setup and review your campaigns? That’s EXACTLY what we do with our clients. More details here!

So if you’ve the right products, authenticity, and laser-targeting… your next step after running ads would be knowing what to do next.

E: Effective Evaluation

Most People: Spend money on ads, see if they made sales, shut ad off if they didn’t, leave ad on if they did.

Effective Evaluation: Understanding how to read the RIGHT data, interpret it, and make decisions moving forward.

Many times something may initially look like it didn’t work, but could be misleading… and you could be onto a “winning product” without even realizing it!

Here’s an example of a student we worked with. He turned off some ads because he didn’t know how to properly read the metrics. Then he hopped on a call with a coach from our community.

If you can’t read it, basically he turned off the campaign. Our coach noticed some metrics that looked REALLY good that the student had overlooked, and told him to turn the campaign back on.

Next Day: Sales bay-bay $$!

And they learned how to better evaluate data as they make decisions.

Now, that’s a small example, but I also wanna share a BIG one with you.

The 5-Figure Per DAY Store That Almost Wasn’t

These are two of our students: Kodi (left) and Chloe (right).

Awesome couple, who found themselves in the loop of watching YouTube videos, attending webinars, and basically doing everything except building their store :).

They came to work with us, and like 6-7  weeks in, they got on a call with us and they were like, “We just don’t feel like we have any traction here. We can’t find anything going right.”

And one of our coaches took a look at their ads and saw something they’d turned off that was actually profitable.

When he pointed it out to them, they didn’t realize they had done that.

Soooo… they turned it back on… and that actually launched them into a winning product that would do up to $20,000 – 30,000 per DAY in sales. And they ended up starting a whole brand around that product. They built a whole niche store around it… all from an ad set they had turned off.

If they had never had somebody effectively evaluate their ads for them, they may have never known that product was gonna be such a huge winner. 

Who knows what would have happened and where they would be today!

Alright… now once you’ve got something working, it’s time to scale it, so let’s dive in!

S: SMART Scaling

If you use the strategies above to find the right products, build a business with authenticity, laser-target potential buyers, and effectively evaluate everything that’s happening… you’ll hopefully get to the point where you have a product selling well and are ready for SMART Scaling.

There’s actually TWO phases to SMART Scaling.

When most people think of scaling, they just think of the first phase, which we call “Growth.” This is basically doubling-down on what’s already working. If a product is selling well and making you money, well… you wanna sell MORE of that product and make more money.

But there’s also a second phase of SMART Scaling that most people don’t pay attention to.

We call it “Expansion.”. This is based on maximizing the data you already have.

So let’s say I’m selling a product that’s intended to be a gift for a grandmother. And it’s selling really well. So I’m going to scale that up with a Growth scaling, and sell more of that product.

BUT…  if I’m already selling to people who are buying a gift for a grandmother, well maybe I can find a product that could be given to a grandfather, right?

So that’s what we mean by Expansion.

I’m expanding into something different, but similar, based on the work I’ve already done.

This is when things can get fun :).

From here, you can also start buying products in bulk for better pricing, private labeling, and so much more. Dropshipping doesn’t have to be the final destination, it’s just a great way to get started.

Now It’s YOUR Turn

Every successful store is built around a good product, a good advertising strategy, and good overall business practices.

Creating a store, finding a “hot product,” running a $5 ad and expecting to crush it is NOT a winning strategy.

Can it work? Of course it can… but why would you do it when I’ve just shown you a better way: The S.A.L.E.S Success Recipe

We’ve learned a lot over the years, as we’ve built our own stores and helped others who reached the 5-, 6-, and even 7-figure level. All those learnings are cooked into this recipe.

If done properly, you can build a fulfilling and profitable store (without cheap gimmicks or dropshipping from China).

Want Us to Help You Install the S.A.L.E.S Success Recipe in YOUR Business So You Can Start, Grow, and Scale YOUR Own Store?

We’ve got a full-service, done-with-you program that does just that. But before you get too excited, first go read about it here, and then decide if you think it’s the best option for you and your business.

Here’s the type of person we look to work with:

Quality #1: You understand the concept behind eCommerce / dropshipping. You may have a store, tried starting one in the past, or be in the process of starting one. You’ve probably bought some courses, but are looking for REAL 1:1 guidance and implementation. You want a team of experts to not only guide you, but do a lot of the work FOR you.

Quality #2: You’re coachable and have good work ethic. We’re not looking for midnight “grinders,” but you’ll need a few hours a week on your business. Maybe you’ve got a 9-5 you’re eventually looking to transition out of, or maybe this is just a side thing for you. Regardless of your goals, you’ve gotta be coachable and ready to work.

Quality #3: You want to do things DIFFERENTLY than everyone else. You’ve seen all the hype and realized it’s not for you. You want to build a lifestyle friendly business, but your goals are bigger than a quick buck. You understand that short-term hacks don’t bring LONG-TERM results.

Quality #4: Speaking of long-term, you’ve gotta have a long-term MINDSET. Remember we discussed what the Founder of UGG Boots said about treating your business like a baby. You’ve gotta understand the work you’re doing is intended to pay off not only now, but in the future.

If all that sounds like you, I encourage you to click here to read about the program and schedule a FREE call with our team.

One last thing… make me a promise.

Even if you don’t schedule a call, promise me you will NOT settle, and go back to the “old way” of doing things.

Don’t go and start trying to sell the “hot” products everyone else is. Don’t take shortcuts at the expense of building a long-term business. Don’t just throw up ads with no thought into angles, audiences, and ad congruency. Don’t just turn ads off or leave them on without evaluating them correctly. And if you get into a position to scale, don’t do it halfway. Fully MAXIMIZE it.


That’s all I ask… do not settle!

That’s all I’ve got for ya! I hope you enjoyed reading and I do hope you click here to learn more about how we can help and schedule a call with us today.