the trend loop

In POD jewelry, we’re just playing a game with phrase fragments.

After watching sales at ShineOn for 5+ years, I’ve noticed something:

The same phrases - phrases that power the majority of sales - tend to cycle over and over again.

I’m calling this the “Trend Loop.”

Here’s what happens:

Emergent Stage - The phrase tests well in the market, and the merchant pours ad dollars into the campaign

Peak Stage - In a short time (2 weeks - 3 months) the product hits peak velocity, and has achieved the coveted “viral” status

Saturation Stage - Here come the copy cats! Other merchants discover the product due to it’s rapid growth and test it themselves. One or two are able to catch enough headwinds in the algorithm to get semi-decent sales.

Dormant Stage - At this point, CAC is increasing for the original merchant. Things begin to taper off. Other merchants are unable to find traction. The phrase is either tweaked, or shelved.

But here’s the thing…

The cool thing about The Trend Loop, and the part you should pay attention to, is this:

The gold isn’t in chasing the emergent.

The gold is finding dormant phrases that are ready to make a come back.

It’s not hard if you know where to look.

Hope you found this helpful,

Michael ✌️

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