The 2026 eCom Trends Report
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Podcast | Episode 422
How to Build a Brand with 90% Margins? Sell the Results, Not The Product
Charles Burdett is the founder of PipDecks.com, a suite of card decks that helps people do anything from brainstorming creative workshop ideas and telling better stories to designing more innovative products. It’s an amazing case study on how to sell the value and the transformation as opposed to the physical product, and I’m super excited to sit down with Charles today to talk about how he scaled to a 7-figure card deck business.
Tune in as we dive into the unintentional birth of PipDecks.com, as well as Charles’ secret to selling his decks based on their value rather than their physical worth. You’ll learn the question we should all be asking our customers to understand why they buy, what it means to have freedom, how to not lose sight of what is most important in life, and the mindset block that most entrepreneurs will grapple with at some point.
You’ll learn:
- What Pip Decks are. (3:30)
- How Charles brought Pip Decks to market. (5:15)
- How he sells the value vs. the physical product. (9:00)
- The less obvious copywriting tactics that have helped Charles position the value of Pip Decks. (15:30)
- All about Pip Decks’ pricing strategy. (17:00)
- What other eCommerce stores get wrong when it comes to UX. (26:30)
- What it means to optimize around freedom. (28:30)
- Lightning round with Charles. (36:00)
(With your host Andrew Youderian of eCommerceFuel.com and Charles Burdett of PipDecks.com)
What Was Mentioned
- Charles Burdett: Website | LinkedIn
- Breakthrough Advertising by Eugene Schwartz
- eCommerceFuel Forum
- One Click Upsell – Increase Sales 15%+ with Pre-and Post-purchase Upsells. (On average, Shopify users increase sales 15% immediately after installing the app!)
- A2X – Simplify your bookkeeping, eliminate the guesswork, and automate.
Photo credit to Pipdecks.com featuring their Workshop Tactics Card Deck.
Ideas Worth Sharing:
“What helped me was not knowing why people were buying it in the first place.” - Charles Burdett Tweet this “Never ask why—ask ‘what made you?’”- Charles Burdett Tweet this “Write copy like it’s the last day on earth.” - Charles Burdett Tweet this “You actually hurt your products when you have lower prices.” - Charles Burdett Tweet this
Post by Andrew Youderian
Founder and Chief Instigator, eComFuel
Andrew quit an early finance job to sell CB radios online — an admittedly unorthodox career path. It set him on a course to found and sell multiple businesses, host a decade-running podcast, lecture at Harvard Business School and create eComFuel, the leading community for 7- and 8-figure online business owners. Andrew is fascinated with branding, AI, building community, investing and growing meaningful businesses that don't require sacrificing what truly matters.
