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ASM Welcome Module: The 
7-Figure Foundation Principles: 
You’re Not Selling a Product, 
You’re Building a Brand  
 

This Lesson Covers: 

1. Principle #1: Building a brand, not a product  

2. Principle #2: Choose a market that you have an interest in  

3. Principle #3: Give the market what the market wants  

Principle #1: Build a Brand, Not a Product 

Building a brand brings you so many more benefits than simply selling a product. Those 
benefits include:  
 
● HIgher profit margins  
● Repeat customers  
● Raving fans to market and launch new products to  
● Free marketing   
● Higher business valuation (should you ever decide to sell)  
 
 

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The Power of Brand Loyalty  

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Having raving fans allows you to scale your business much faster than you could 
without them. Additionally, once you have established a fan base, launching ​new 
products to them becomes much easier.  
 
The numbers confirm how important a raving fan base is—the probability of generating 
a sale from a new customer is between 5%-20%, whereas the probability of generating a 
sale from an existing customer is between ​60%-70%.  
 
Ultimately, building a brand allows you to scale quickly and efficiently, achieving 
success much sooner.  
 
Why Start with One Product?  
 
Scaling requires efficiency. When you’re first starting out, there is still so much to learn 
that trying to manage multiple products can have a negative effect on your productivity. 
There is a lot to learn, and your first product is ​your chance to master the process​.  
 
Once you have successfully launched one product, you can repeat the process as often 
and for as many products as you like.  
 
So, start with ​one​ product, but plan on building a brand.  
 
 
 
 
 

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The Power of Scaling   

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Once you have mastered the product launch, it may be time for you to scale up your 
business. You can keep scaling simple to begin with, by adding more products. For 
example:  
 
● 1 product at 10 sales/day @ $40 each = $12,000 per month  
● 2 products = $24,000  
● 5 products = $60,000  
● 10 products = $120,000 per month  
 
Cross-promoting​ (for example, selling two or more of your own products as a bundle) 
by selling through your brand makes scaling even easier—cross-promoting with a 20% 
take = $144,000 per month!   

Principle #2: Choose a Market that You Have an Interest In  

Working in a market that you love is critical, for several reasons:  
 
● You’ll better understand what people like and don’t like about existing products  
● You’ll be a natural tester for your products  
● You’ll automatically think of content ideas to promote the products  
● You’ll be able to better evaluate samples  
● It’ll be easier for you to market your products  
● You’ll be more excited about your business and your brand  
● You’ll sell higher-quality products  
 

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When building a business, remember that ​interest is more important than passion.​ Your 
primary goal ​is to build a business that meets your financial goals. If you want to 
change the world, it’s much easier to do once you’ve achieved financial success, so pick 
a market that you are interested in to greatly increase your speed of success!  
 
Don’t worry about picking a market you are passionate about—that will come later.  
 
Finally, ​don’t strive for perfection​. Stick to following the system, ensuring product 
quality, and continually moving forward.  
 
Market List Exercise  
 
Now, it’s time to build a list of potential markets that you could sell in. ​DO NOT SKIP 
THIS STEP​—you will be using this list in Module 1!  
 
Make a list of 10 - 15 potential markets that you are interested in. To get started, ask 
yourself these questions: “What am I interested in?” “What hobbies do I have?” “What do 
I enjoy doing after work and on the weekends?” “What have I bought in the last few 
months?” (check your Amazon history!)  
 
My list of Potential Markets  
 
1. ________________________________________ 

2. ________________________________________ 

3. ________________________________________ 

4. ________________________________________ 

5. ________________________________________ 

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6. ________________________________________ 

7. ________________________________________ 

8. ________________________________________ 

9. ________________________________________ 

10. ________________________________________ 

11. ________________________________________ 

12. ________________________________________ 

13. ________________________________________ 

14. ________________________________________ 

15. ________________________________________ 

Principle #3: Give the Market What It Wants 

The riskiest way to build a business is to invent something brand-new.  
 
One of the fastest ways to succeed is to improve upon a product that is already selling 
well, because this indicates existing market potential—in other words, an easy sales 
opportunity.  
 
And you don’t have to guess what the market wants, though—Amazon tells you. Go to 
www.amazon.com​, and look for their best-selling products!  
 
There are tens of thousands of products that people already want, so there’s no reason 
that you can’t find a good opportunity in a market that you’re interested in.  
 

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Now, make sure that you have your list of potential markets to sell in. Once that’s done, 
it’s time for the next lesson!  
 
 
 

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