Nick Fisher talks to a founder selling $27 organic cotton makeup-remover cloths with a lifetime replacement guarantee. The real problem wasn't ads. The pricing and guarantee destroyed the unit economics, making the business impossible to scale no matter how much money went into marketing.
Talking to this brand two to three years ago, who came to pitch me because they saw my content. They're like, hey, man, I really like your stuff. I started this brand. What do you think? And the positioning was. It was a makeup remover, completely organic, cotton piece of cloth. That's all it is. Right. But it's sustainable, earth friendly, all that stuff. And it felt really good on the skin. They gave me a sample. It was selling for $27 with a lifetime replacement guarantee. And I go, that's. This isn't an ads problem, like your unit economics. You just gave them a lifetime replacement guarantee, and it's 27 bucks. So your repeat purchase is like dead. You just killed that. Just from the positioning alone. So. But the perceived needs was ads, right? Yes. And it always is.
