You'll NEVER Make Sales On Shopify (Unless You Fix This)

Summary

In this video, Devin from SCU Legion explains why many print-on-demand products fail to sell, despite having good social proof. He emphasizes the importance of understanding the 'modality' of different platforms, like Facebook vs. Etsy or Amazon. While social proof (reviews or sales data) is valuable, it’s not enough to guarantee success, especially with Facebook ads. Devin shares how to find winning products by researching ads and brands on Google and explains the concept of 'pattern interrupts'—designs that grab attention and make users stop scrolling. He concludes that success requires adapting designs for Facebook’s social environment.

Takeaways

• 😀 Social proof (sales and reviews) can be misleading: Just because a product has good reviews doesn't guarantee it will sell well on Facebook Ads.
• 😀 Modality is crucial: Understand the difference between shopping-focused platforms (like Etsy or Amazon) and social platforms (like Facebook), as users engage with products differently.
• 😀 Facebook users are not in 'shopping mode': On Facebook, people are socializing, not shopping, so product presentation must be adapted to grab attention.
• 😀 Pattern interrupt is key to success: Products that stand out with unique, shocking, or humorous designs are more likely to grab attention on Facebook.
• 😀 Using Google Ads for competitor research: Check competitors' ad libraries on Google to find products that are successfully running ads and gaining traction on Facebook.
• 😀 Adapt designs for Facebook Ads: To succeed on Facebook, you may need to add a creative twist to your product design, making it exciting and new for social media audiences.
• 😀 Creativity is essential: Successful products require not just good sales proof but creativity in design to appeal to social media users' emotions or sense of humor.
• 😀 Reviews are not always a reliable indicator of success on Facebook: Even if a product has sold well elsewhere, it may not work for Facebook Ads without modification.
• 😀 Running Facebook ads requires different strategies than selling on Etsy or Amazon: What works on one platform may not work on the other, so be ready to adapt your approach.
• 😀 The product is the most important factor: While ad copy and store design can help, the primary focus should always be on the product itself and how it’s presented.
• 😀 Test and iterate your designs: Don't be afraid to experiment with different designs and strategies to find what resonates with Facebook users and generates sales.

Q & A

Why are some products not selling, even with positive reviews?

Products may fail to sell because of the platform's nature. Social proof (like reviews) might indicate a product is popular, but if the product is not tailored to the platform's specific modality, it won't catch users' attention. On social media platforms like Facebook, users are not in 'shopping mode' and need a product that grabs their attention quickly.

What is modality in the context of selling products?

Modality refers to the particular mode or mindset in which someone is experiencing or engaging with content. On platforms like Amazon and Etsy, users are in 'shopping mode,' actively looking for something to purchase. On social media platforms like Facebook, users are casually browsing and not focused on buying, which affects how products need to be presented.

What is a 'pattern interrupt' and why is it important?

A pattern interrupt is a strategy used to grab attention by breaking the normal flow of content. On platforms like Facebook, where users are not actively looking to buy, a pattern interrupt can help make a product stand out. It could be through humor, surprise, or uniqueness — anything that makes users stop scrolling and take notice.

How do you adapt a product design to work on Facebook ads?

To adapt a product for Facebook, the design should be eye-catching and evoke an emotional or humorous reaction. For example, a product that works well on Amazon or Etsy may need additional creativity or 'pizzazz' to make it more engaging for Facebook users. This could include adding memes, bold visuals, or a relatable theme that captures attention.

Why do reviews not always indicate if a product will sell on Facebook?

While reviews are a good indication of a product's popularity, they do not guarantee success on Facebook. The key factor on Facebook is how the product is presented. Even if a product has a lot of reviews, it may not perform well on social media unless it stands out with a unique or surprising design that breaks the user's browsing pattern.

What role does creativity play in making a product successful on Facebook?

Creativity is crucial for making a product stand out on Facebook. Since users are not in a shopping mindset, a product needs to have a creative twist — something unexpected or visually striking that catches attention. Creative designs can evoke emotions, humor, or shock, making users stop scrolling and engage with the ad.

How do you conduct product research to find winning designs?

Product research involves looking at products on platforms like Amazon, Etsy, and Google. Check reviews for social proof, but also look for ads running in your niche. If a product has been advertised on platforms like Google or Facebook, it's likely performing well. However, be sure to adapt the design for Facebook's unique browsing environment.

What is the difference between shopping on Etsy/Amazon and browsing Facebook?

On Etsy or Amazon, users are specifically searching for products to buy, so these platforms are built for active shopping. On Facebook, users are casually browsing and not actively looking to make a purchase, making it harder to sell products. To succeed on Facebook, you need to present your product in a way that grabs attention amid casual social interactions.

Can a product that sells well on Etsy or Amazon succeed on Facebook without changes?

Not necessarily. While a product may sell well on Etsy or Amazon, it won't automatically succeed on Facebook unless it is modified to fit the social media platform's casual, non-shopping atmosphere. This requires creating more engaging, eye-catching ads that create a strong emotional connection or reaction from the viewer.

What can you do if you have a successful product but it's not selling well on Facebook?

If your product has good social proof but isn’t selling on Facebook, consider redesigning it or adding elements that make it stand out. Think of creative ways to add humor, surprise, or visual interest that would catch the eye of Facebook users. This could involve altering the product design, adding memes, or playing with relatable social scenarios.