How Liver King sells $100m in supplements – The Prolific Zone

When I read the book “Expert Secrets” by Russell Brunson, 1 concept really stood out to me.

It’s called “The Prolific Zone”.

You can use it to stand out on Amazon. And outsell all these cheap, generic imitators.

I’ll explain how it works with an example.

Are you familiar with the Liver King?

If not, here’s a quick video he posted 2 days ago, just to give you a sense: https://www.youtube.com/shorts/2F0NfEqr9F0

He’s a fitness influencer. He’s an ultra-jacked guy with a wild beard. He seldom wears a shirt. And he eats raw liver (hence the name).

Liver King’s core message is that living an “ancestral lifestyle” is healthier than the modern lifestyle. As such, he shuts off his wifi modem at night. He makes barefoot contact with the earth every morning. His diet is mostly meat. He creates workouts that simulate hunts. Getting the picture?

And most important of all…

Because we’re here to talk about building wealth via ecommerce…

His supplement companies do over $100m in topline revenue per year. In his videos, he’ll promote liver supplements (for example). The pitch is: “don’t have time to eat raw liver like me? No problem. Take this liver supplement.”

$100m is super impressive.

Here’s how it’s happening.

Liver King, whether he knows it or not, is using Russell Brunson’s “Prolific Zone” model. And it goes something like this:

To get a lot of attention, you can’t market your products using mainstream information. If Liver King just said: “hey guys, the key to health is to eat a balanced diet and do cardio and strength training” that’s boring! No one would listen because that’s the mainstream opinion.

On the other hand:

If the message is TOO ridiculous, it won’t work either. The documentary “Eat the Sun” follows a movement where folks try to get all their daily nutrition by staring at the sun. Lol! I’ll leave the documentary trailer here for some good Friday evening viewing.

There’s a sweet spot for your product positioning.

It’s not mainstream.

Nor is it koo koo crazy.

It’s in-between.

It’s polarizing, so some people will hate it (and they’ll talk about you). And some people will love it, and be driven to purchase. This zone is called “The Prolific Zone” and that’s where Liver King’s brand resides.

You can check out a visual of this framework here:

https://bestbookbits.com/wp-content/uploads/2020/09/Expert-Secrets-Graphics-15.png

That’s why Liver King has been able to capture the public imagination and get millions of impressions on his supplement products. It’s no coincidence. It’s by design. And if it’s by design, that means that yes…

You can do this, too.

We don’t all have to take off our shirts and eat a Mongolian yak liver (although don’t tempt me with a good time!).

You can be prolific in your own way.

In a way that’s true to you.

And your products.

And Amazon sellers have more and more outlets for product positioning…

Through Amazon bullet points. Through Amazon Sponsored Brand video ads. Through Enhanced Brand Content. It’s challenging to create “prolific zone positioning” for products, but if you can, the rewards are there for the taking! Because most sellers on Amazon have boring, undifferentiated product offerings.

If you’ve got a product you’re confident in, my team and I can help you get it in front of more people. Hundreds more. Maybe thousands more.

We’ve got a proven Amazon Advertising playbook (that’s worked on startup brands like the Basic Garden Tool and multinationals like Everlast). Starting Monday, you can book a call at the link below and we can explore if it might be a fit: