Disclosure
Thompson admits to using fake reviews to launch landing pages
“Yes, I'm going to put fake reviews on here to start, and then I will replace them as I get real ones, I promise.”
Disclosure
Thompson: E-commerce is a 'rigged slot machine' for paid traffic arbitrage
“All I'm ever trying to do on e-comm. Is I'm not necessarily trying to go build some massive brand. I'm just trying to create like what I would call like a rigged slot machine where I know I can put a dollar in and get a dollar and 30 cents out. And then it's l…”
Opinion
Thompson: Divorce market is likely half the size of wedding market
“Well, if the wedding market is huge, you know, the divorce market probably is like half the size. And so that's probably a massive market which those people are being advertised to a bunch of different ways primarily by, you know, family law or divorce attorne…”
Disclosure
Thompson: Divorce book began as one-hour ChatGPT test with early sales
“It started super simple as like a really messy chat GPT generated book onto a perspective landing page that I made in an hour while watching the Laker game, got a couple of sales early.”
Insight
Samuel Thompson: Direct-response businesses require a negative cash conversion cycle
“Like at the end of the day, at the end of the day, it's all like a math equation, right? And so like CAC versus LTV and really like you want your cash conversion cycle to be negative. So you're like, all right, how do I spend 20 dollars to sell this book for 2…”
Assertion Not checkable as stated
Thompson: An Amazon seller made $30M selling hummingbird nectar without ads
“There's a guy on Amazon that's done thirty million dollars selling sugar as hummingbird nectar on over the last 10 years. And his branding is like atrocious, has never ran a Facebook ad in his life.”
Assertion Not checkable as stated
Thompson: Sold $800k of AliExpress teeth-whitening product during COVID
“Like during COVID, that's like where I really cut my teeth. I was like, I sold like 800,000 dollars of a teeth whitening product that I found on, on AliExpress.”
Insight
Thompson: 90% of DTC Shopify ad traffic goes directly to product pages
“You're running when you're running ads at a product direct consumer on Shopify 90% of the time you're running that directly to the product page of which we need a product. So I need to do that. And so I don't really mess around with the homepage that much. It'…”
Insight
Thompson: Brand info products as 'starter kits' to unlock higher prices
“One thing I'm going to do on this one is call it the starter kit because I want to push AOV up, right? If it's just the book, it's hard to sell a book for 70 bucks. Like, it's just not really It's just not really gonna be a thing.”
Assertion Not checkable as stated
Thompson: 99% of digital product landing page traffic is mobile
“99% of traffic is mobile, so I'm only thinking about mobile optimization.”
Insight
Thompson: 3% to 5% Meta conversion rate is a strong benchmark
“I would say if you're sitting between like three and five on something like this, you're in like a reasonably good space.”
Insight
Thompson: AI should provide an 80% head start, not final output
“Cause I am very rarely trying to get a final output out of AI. I need like, I want like an 80% head start, right? So it's like, I'll grab these and be like, all right, like that's cool. And then I'll edit this stuff a little bit more.”
Assertion Not checkable as stated
Thompson: Ads tapping distrust in divorce lawyers are his highest performing
“People do not trust their divorce attorneys at all. They're always my highest performing ads, dude.”
Insight
Thompson: Test Meta Ad Campaigns at Product Price or $50 Minimum
“I generally like minimum 50 bucks a day, but like if your product is more than 50 bucks a day, I would just, whatever your product is priced at, if you know you can get one purchase off of that ad spend to break even, it's like where I would start.”
Disclosure
Thompson: Operating hummingbird business requires only 90 minutes per week
“Me running hummingbirds at this point, other than the fact that I was manufacturing it myself, like, it really takes me about 90 minutes a week to, like, make some new ads, look at the ads that are working, make a couple adjustments, and then, like, the ads do…”
Insight
Thompson: Use dropshipping suppliers to validate demand before manufacturer MOQs
“But to test something and like validate that it works before going and trying to fill an MOQ. At, you know, a legit manufacturer, like a merit manufacturing or someone similar, this gets you in the door to like test products faster.”
Disclosure
Thompson: Divorce book funnel averaged $40 AOV at break-even CAC
“When I was running the ads, I was selling the book for 29 bucks and I was, I had a one-click upsell on the back... There's a button that lets you like add a 17 or 18 dollar product onto it. And so it pushes your AOV from 29. If they buy it, it's 48. Mine was t…”
Insight
Thompson: Mobile Copy Bullets Should Maximize One Line Without Wrapping
“So like, to me, that just feels like wasted conversion space. But I don't want it too long to go to two lines, and it starts to eat up screen real estate on the page.”
Assertion Open · timeframe Jan 2026
Thompson: AI-Generated 'Divorce Bible' Expands to 197 Pages
“I mean, this book For being AI generated, it's actually really good and it lands at a 197 printed pages.”
Disclosure
Samuel Thompson broke even on his AI book but struggled raising AOV
“I was able to get to roughly break even on this but I struggled to push AOV up”
