What I Do Is Unusual

Jay Topp, founder of Real Growth, answers on video. Transcript:

What I do is unusual. And so we get this a little bit like, you may work in a space that's kind of on tap or strange or isn't as validated as a sort of a market itself. And typically, they're the most exciting spaces for me to work in. We recently did a crazy book in the crayfish space. So it was a man who created a successful business by growing and selling crayfish out of his sort of backyard, essentially, a small farm.

And we've been absolutely blown away with the result. It's been one of our best-selling books out of the gate. It was doing like a three or four times ROAS on the front end before even selling the back end. And so those obscure niche markets, strange markets, are typically the most prosperous because there's very little competition. There's a high sort of novelty factor to them, which is great for advertising.

So I would say the stranger the idea, typically, the more fun we're going to have creating it. I love to work on those sort of offers. And typically, the better received they're going to be from the market. So that's a huge benefit, not a drawback.