How To Sell ANYTHING For 10x The Price

This frying pan sells for 10 times the price of this one. And I'm going to show you exactly how they do it. In this video, I'm going to break down the exact tactics that Hexclad uses to make over half a billion dollars a year. So, that's how they're doing it. Very, very sneaky. The problem is that everything that you've been taught about pricing is wrong. It's been designed to make you race to the bottom faster, discount harder, and just run more ads. I spent 3 days reverse engineering their 800 ad playbook to bring you the source. Most businesses in boring markets, they think that all they need to do is compete on price. They're like, "This is a commodity. The only thing that the customer cares about is what is the cheapest price. " Moving across to the main event for this, but this got some weight to it. This feels nice. I like it. And the cook wear market is an absolute red ocean. It is a bloodbath. You've got every $2 shop selling pans for $5. There's IKEA. It's literally the most commodity product that you can think of. Of course, we got the grid. Everywhere you look, this [ __ ] is branded. It's matching the packaging, matching the background of the website, even all across the grid. This is how you do a hero mechanism. You bake it into absolutely every single part of the product. Hexclad looked at this exact same market, but approached it in a completely different way. And the way that they did that is that they actually started by selling it in direct onetoone demonstrations. So they could see how people were reacting to this product. We have the Fiat here, the Fiat of Pans. And then apparently we have the Bentley of pans. They chose to completely blow the top off this market and literally build the Rollsroyce of frying pans. — These are the Rolls-Royce of pans. — And completely take over what everyone thought was a stale market. It doesn't matter what industry that you're in. You can literally look at your market through the very same lens. Take for example my business. There are over a 100,000 digital marketing agencies in English-speaking countries alone. I don't want to be selling Facebook ads or landing pages or SEO. If I did that, I would be a completely commoditized product. Instead, I've looked at my market and instead of selling the services, I sell the outcome. We are getting you customers at a higher rate at a higher profit margin than any other service provider that exists. Think about the end outcome of what people want and sell them that. Don't sell what it is that you've got. Otherwise, it's going to be so easy for people to compare you. And then the thing that they are going to compare, of course, is the price. And then your margins, they get squeezed like a teenage pimple. Even though that Hexclad is in the cookware category, they're not really positioned to just compete with the red ocean of $5 fry pans. This is some cheap ass [ __ ] No, no, no. They are in the kitchen performance category, just like Vitamix and Kitchen A. Nobody is comparing a Vitamix with a $30 blender that you can get from Target. And so, here's how to specifically apply this to your business. Whatever category that it is that you are in or that you plan on entering, ask yourself this one question. What business do I want to be in? What is the category that I actually want to be in? Because Hexclad doesn't just sell frying pans. what they are selling is the entire experience of cooking like a Michelin star chef at home. Instead, what you want to do is you want to shop all of the competition. You want to put them all into a Google sheet and have all of their unique selling proposition and the price point next to it. And that's exactly what Hexclad did. It's even in their name. They used a proprietary grid that is all over their frying pan. So, they are visually demonstrating the difference. And then it's got like some super advanced heat tech that thermogenically has all of the heat dispersed perfectly across the frying pan which is unlike anything. So it perfectly cooks the meat without drying it out and all the other justification to how they are able to literally charge 10 times more than regular frying pans. They put the hexclad grid all over the frying pan when they say, "Hey, can you do you see this little grid here? " What this does is it evenly disperses the heat on the frying pan and that results in you not having all of these bad things that you don't like about your existing fry pan. And the reason that you have those problems is because you bought a cheap fry pan that's probably $19. Instead, this is what the Michelin star chefs use. It's even on the grid in the background of their website. They are screaming from the outset of why they are different. And that's why the most profitable move that you can ever choose to make is to ask yourself the question is how can we play a different game to what all of our competition is doing? And that is point number one to weaponize the category. But here's the thing, refraraming your category, it means absolutely nothing if no one believes the claims that you're making. And these guys, they attacked this problem in probably the most aggressive

way that I have ever seen. Look, most brands, they know that they need credibility. So what do they do? They launch their product. They go out and sell a few. They collect reviews. Then they take the best of those reviews and they might get either text or video testimonials from them. And they just kind of repeat this process over time until they have enough of them. And it sounds normal. It sounds fine, but that's exactly what it is. It's normal. So, if you want an abnormal result, you need to do abnormal things. And that's exactly what Hexclad did. They didn't have to earn trust because they went right to the source and they stole it. They went to Gordon Ramsay. — What are you? — An idiot sandwich. — The man has 16 Michelin stars. He's been on television for absolute decades. This man has probably the most recognizable face when it comes to cooking and food that there is. What they did is they didn't do the normal playbook and be like, "Yo, Gordon, can we pay you to run some ads? You can be in the ads. We'll shoot them all. We, you know, we'll pay you a million dollars. " No, no, no. They didn't do that, right? Because that's what everybody else does. What they did is they brought him on as an actual equity founder in the business to have that tie-in so deep and so rich that not only would he like be in one campaign but in every opportunity when he's on the morning show when he's, you know, shooting his television shows, he can have the product embedded at every single stage. And the results of this partnership has been absolutely absurd because in 2021 he put his reputation on the line and got into bed with this company. And then he backed that up with his studio to actually write a $100 million check to further fuel the growth of this company. So what does this do? Well, first of all, it allows us to steal all of the credibility that Gordon Ramsay has built over his entire career. the man's got 16 Michelin stars and say, "Hey, if this is what a Michelin star chef cooks with at home, then it's surely good enough for me because they bought an entire distribution channel disguised as a person. " Because in Hell's Kitchen, for instance, what do you think the pans are that they're cooking with? Yes, it's Hexclad, right? Then they have prizes where they give away all the Hexclad and then they have other people talking about how incredible these Hexclad frying pans are and it's completely changed the game for them. The thing is like one giant infomercial. Think about what that would cost to be on prime time television. Not for 30 seconds or a 60-second slot. We're talking about like a 30inute television show where all of the people are cooking with it. And all the people that watch that show are naturally going to want to cook as well, right? When you think about the normal relationship that influencers have with brands, it's like the moment that they get into any hot water at all, they just distance themselves. It's different when you're an equity partner. There is no distancing yourself. You own equity in the business. You've written a check of your own money. You have to have this thing do what it says it will do, right? And you're going to go out there defend it as much as you can. And it's the difference between missionaries and mercenaries. And the first objection that you're probably going to have to this is like, hey, I don't want to give up equity, right? Yeah. You can have a 100% of a much smaller business. Or you can choose to basically give away a piece of equity and have a company that might be worth a 100, 200, or even a thousand times what you could build independently by yourself. So, here's how to apply this to your business. Think about who is the most credible authoritative figure in your industry or who is the most well-known, who has the biggest amount of eyeballs. Now, you might start with a big pie in the sky authority figure like them, and then you might build a list of five other people that maybe would be a little bit more attainable, but you always want to start at the top of the Christmas tree, cuz you never know the situation that person's in their life. Maybe they have been wanting somebody to come and basically pitch them an idea like this. And that's point number two, steal influence. Both of these two points are only going to take you so far. This next point is exactly how we take all of those raw materials and we literally inject them with steroids and peptides and make them [ __ ] explode. And this is exactly what every single brand that's popping off right now is doing. IM8 went from zero to $110 million in revenue in under 11 months. and DTOC brands are all coming out of nowhere and absolutely popping off turbo scaling using this ad strategy. And the best thing is it doesn't matter what niche that you're in, it works because the way that most brands think about running ads, right? They think about, okay, what is a good demonstraable ad? What would pop out in the news feed for instance on Neta? Who are we going to target? What's the copy going to be? How much of it is going to be static ads versus video ads? It's an afterthought. So the brands that are really popping off right now, they look at this and they flip it an entirely different angle. You want to be thinking now is not like this is my product, how

do I go and sell it? You want to build your product for the platform. The thing is that like Meta's AI algorithm has completely changed recently. You have Andromeda and most people have heard that. They've heard that term. It's nothing new, but they actually haven't gone and looked at the research. Meta put out very detailed research of exactly how Andromeda works and how it targets people. Think about how rich Meta's data touch points are on your customers. It knows everything. It knows what the content that it's consuming. It knows the websites that it owns. It knows their relationship status and 2,000 other data touch points. And what Andromeda does, it basically allows it reads your ad copy. reads your creative and it effectively will use AI to basically say based on everything that we know about your customer. We are going to serve them the best ad at the best time to have the highest likelihood that they're going to take whatever the action is that you want them to. And Hexclad built their entire operation around this. These guys have over 800 ads live as of right now in their ads library. And it's not just one type of creative like with a picture of a fry pan or Gordon Ramsay cooking it. No, they have a literal army of UGC content creators because most people be like, "Oh, we've paid Gordon all of this money, right? We've given him equity in our business. Let's just put his face in every ad. " But that's not the way that Andromeda works. They're going to be matching things on who has the highest likelihood to click on this ad. And it might be that hey maybe women don't have the highest likelihood to click on a Gordon Ramsay ad and it might be you know young men or it might be elderly women who knows with Andromeda when you feed this thing thousands of different ad variations because as we can see in their ads library they've got 800 variations live. As I said, they have employed an army of content creators of all different backgrounds, all different ethnicities and ages and all of that jazz to let the algorithm do the heavy lifting and find them the buyers because these guys have over 2,000 content creators. And if you employ all of these content creators and they are affiliates, right, they get an affiliate commission from promoting your product, then what you do is have them post all this organic content. The algorithm will then promote the content that is the best content that has the highest amount of watch time and goes the most viral. And then you take from those 2,000 creators the best performing pieces of organic content. You move it over to your paid ads engine. It's already vetted. We already know that it's a great piece of content and we simply amplify it with ad budget. Chuck it in the ads engine and blit scale the absolute [ __ ] out of your ad account. And this is exactly what Andromeda wants. It wants huge amounts of creative diversity so that it can basically choose what's top of funnel, middle of funnel, and bottom of funnel. And then not only are they getting that proven creative, but then they're not even running those creatives from their own ad accounts. They also choose to what's called spark ads and run them from those creators pages. So, it just doesn't even detect that it's an ad because it's coming up from influencers pages and it flies under the radar. All righty. So, we're going fullblown internet marketer mode. You know, I'm back by popular demand. So, let's take a look at their Facebook ads library. What we can see here is that they have 800 different ad variations. And they also have multiple pages for different countries. We've got Japan, Germany, Mexico. If there is any lesson to learn, it's always run more ads. These guys are juicing things up. You'll notice that they have so much format diversity. There are so many different ads because they are playing the game to win Facebook's new update, Andromeda. So, you can see on here they've got viral memes. They've got ones like here that is a static ad where you've just got a sticky note saying non-toxic ceramic plus stainless steel. There's lots of diversity between static image ads and then video. Here's Gordon. Let's take a look at him. — Let the pan do the work. Olive oil goes in. It's a non-stick pan, so we don't go — and look, I would say this is a pretty [ __ ] ad. The headline of this thing says literally hexclad. There's no real hook on it. They're not just resting on one thing, though. So, they are testing ones with tightly optimized hooks. We've got memes. We've got statics. We've got UGC. We've got statics of Gordon's head on it. Then, we've got different product stacks with 12 piece sets. There is a lot of diversity that you can see throughout it. And not only that, they haven't used the same body copy, same headline, and then just substituted in the creative. It's all brand new and fresh. like pretty much every single ad variation, which is very rare to see in Facebook ads library, the game has changed. Now, what you want to do is your actual ad and the copy in itself is the targeting. So, if you're talking about one specific part of how your product works or a separate use case for that, what Facebook's AI is going to do, it's going to find the person based on

the content of that ad and it's going to serve that ad to the right person at the exact right time. And this is just meta. Don't you think that these guys aren't going ham on every ad platform that there is? Right on Tik Tok shop, they have over 1,500 affiliates that are using Tik Tok shop. It's all about letting the creative do the targeting itself. And basically, if you take nothing from it, it's just make sure that your ads library has a huge amount of creative diversity. So, when you look at your ads library, are the ads truly different or are they just in a different setting? Are they basically the same thing in a different color? I'm not going to leave my lead genen people high and dry. Don't worry. You might be thinking, "Subrey, this is not really applicable to my business. " I got you. The way that you want to think about it with your lead genen business is you want to take your most successful clients. You want them to record a down and dirty iPhone selfie video talking about the results that they got, the transformation, why they were skeptical to hire you in the first place, how they overcame that skepticism, and then you also want to be running that as an actual creative. So, here's how you can literally steal this strategy and apply it right now into your own business to start printing. It's 2026, right? You have to be producing content organically online. All you need to do is every single month set up a reminder. Heck, use Claude to scrape your organic media channels and simply send you an email with the top 10% pieces of organic content. You don't even need to put a CTA in it. take it over to Facebook, Meta and literally run it as an ad and put supporting body copy and a CTA in the actual ad itself and you can rip and run. I assure you if you do this, this will very quickly outperform the actual ads that you're producing that have a specific intention to be an ad. And this is point number three, the infinite ads glitch. All right. So, I have been giving you the source, but you didn't think that your boy was going to leave you high and dry and not rip this funnel to shreds to show you exactly how you can take this $500 million playbook and plug it directly into your business. So, let's take a look at their funnel and see what these guys are doing so well. All right. Yes. So, look at this. This is going through to a hybrid collections page. Then the other one of their ad is going through to one of their bundles. So, I knew it. They're not only split testing all these different ad variations, they are split testing their URLs, their landing pages. So, let's just take a look at this one. The first thing that we see in the eyebrow is social proof. Over a million home chefs love Hexclad. Hexclad does what your other pans can't. Direct comparison. They know they're operating in a space that is selling commodities and they don't try to ignore that. They know that they're selling up against all the other solutions. So you'll notice that this thing is like hyper optimized for mobile, right? So if I come in here and I reduce the size of my browser right now and I bring it into mobile, you can see that it's exactly the same as the desktop version. Pretty much that is not by chance. 85% plus of traffic that you're going to get on Meta is all going to come from mobile. So these guys have got a mobile first landing page. Cool. So we've got all of this stuff that cleanly sits above the fold. Invest in culinary potential. Not it's a discount. Get the coupon. Apply it. All of that normal yada yada. No, no, no. Look at the choice of words. You are investing. You are not buying. You're investing in it cuz they know what the price point is. So, they're selling up against that. It's very interesting. They've got a lot of video on here, but the copy panels are not as long as I would have thought, but I guess it is a fry pan. And then, bang. Over a million home chefs love their Hexcl. Look at this. Look at the amount of social proof on this, right? Videos. Everyone just b it's very immersive, right? Like there's so much big bold imagery where you can clearly see the difference, but they're really leveraging video. We go straight into the bundle packs. Look at the number of reviews on this [ __ ] So this 12piece hybrid pots and pans set has 7,975 reviews and this is like $1,000 worth of pans. Well, it's $6. 99 right now. you're getting the 30% savings, immediate strikethrough pricing. I like where they're going with this. It's an interesting distinction to know that they're going to send you to the bundle page straight out of the gate. That does two things very, very intentionally. The first thing that it does is naturally filter you through to the right product that it is you want. However, it's not that innocent. It also price anchors you, right? I've just been looking at a set that's going to run me 700 bucks. So, I might be like, I'm not ready to just go yolo and drop $700 on a brand new set, an entire 12piece set of Hexclad, but let me just test the waters. Let me just find what their top picks are, which is the first item in their navs. That is intentional because if I click on the 12piece and then I come here and I shop all, I'm going to go looking for this boy, the hybrid fry pan with a lid. So, I assume that this

would probably be one of their bests sellers. the game that you want to be in, right? Specifically when it comes to ecom, is you want to have the highest day one AOV that you possibly can, average order value. Why? Cuz the cost to advertise just keep going up and up. And if you can afford to spend the most to get a customer, then you win. So, what you'll notice is that if you're in the ecom game, you want to make sure that you have bundles, right? This is the best way to game day one AOV. So, that's why these guys are really pushing the bundles hard and they've priced it in a way where their bundle is an absolute no-brainer. We've got the cross cells right here on the PDP, all the different use cases. Unbeatable searing. Then also, it's free from forever chemicals, no hassle, effortless cleaning, built to last. They're using every single type of social proof you can imagine from written testimonials to collecting and displaying all reviews to then also using video reviews also as well. Then what we can see here is up in their topnav they have an entire page dedicated to the science. Get the cooking experience of stainless steel non-stick and cast iron all in one beautiful hybrid pan. Steel hexagon peaks provide a durable surface that provide even heat distribution. You want to make sure that whatever it is that you're selling that you have some proprietary blend, technology, pattern, something that makes whatever it is that you've got unique. Even if it's the way that you manufacture it, source the ingredients, telling people the story so that when they're looking at it, they can't just look at it and go, "Oh, I'll just go and buy that somewhere else. " Then look at this page. So, this is definitely a different style landing pages from the other pages that they're running. It's more of a listical page. Six reasons why you'll love a Hexclad. Then what you'll notice here is they have a lifetime guarantee. When something has a lifetime guarantee, it automatically implies quality. In addition to that, there's also 30-day guarantee. So, they're countering both arguments of being like, "It's going to last forever. Just try it out. If you don't like it, it's free 30-day guarantee, right? Money back and it's also free shipping. " any of the objections that you would have about buying a big ass heavy fry pan online gets handled right above the fold on this page. Then it just basically takes the six common objections which I'm sure that they've gotten from their customer support or from forums or from reviews and they've handled every single objection on this page to make sure that people are buying. Again, more social proof. Another very important thing here, you'll notice how with their UGC, it's not just saying hear from happy customers. They are putting this into a movement. They're saying over a million home chefs love Hexclad. Not just normal consumers that are just buying this and frying eggs. We're talking about home chefs, people that take cooking very, very seriously and that's a very smart movement because it's just the us versus them and it's the her mentality and we know it converts. Then they've backed that up by basically having a sideby-side comparison of the Hexclad pan versus their pans. Lifetime warranty. Dishwasher safe. Oven safe up to 900° Fahrenheit. Metal utensil safe. Their pans. Limited warranty. Hand wash only. Oven safe up to 900 fah. Not metal utensil safe. Justifying the price selling against the competition. What's included? Stacking everything that you're getting. Showing all the use cases from using it to bake chicken, cook eggs, cook a steak. Then they're showing you also in the dishwasher. These guys are leaving no stoned unturned. And don't worry, you don't need to remember this cuz your boy is so generous. I've put everything that they're doing into a cheat sheet and swipe file that you can take and deploy into your business. You can find the link to that in the description below. All righty. So, you have the playbook now, but knowing isn't doing. I want you to put this into practice. So, go and watch this video that I put together on how to create Facebook ads that go absolutely batshit and nuclear on the internet. I hope you enjoyed this video. Like, subscribe, and I'll see you in the next