Selling Cardboard at 90% Margins: The Power of Pricing, Copywriting and Understanding What You’re Truly Selling

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)

Subscribe: iTunes | Stitcher

(With your host Andrew Youderian of eCommerceFuel.com and Charles Burdett of PipDecks.com)


What Was Mentioned

Photo credit to Pipdecks.com featuring their Workshop Tactics Card Deck.

Andrew Youderian
Post by Andrew Youderian
Andrew is the founder of eCommerceFuel and has been building eCommerce businesses ever since gleefully leaving the corporate world in 2008.  Join him and 1,000+ vetted 7- and 8-figure store owners inside the eCommerceFuel Community.

Double Your eCommerce
Business in the Next Year alt alt

Learn from the thousands of case studies, stories, and lessons our private community members have shared, plus what we’ve learned in 12+ years of studying eCommerce stores
reddit mail