Making sales online can often feel like chasing a cat covered in Vaseline.
After years of trial and error in the digital marketing world, I’ve learned that success doesn’t come from constantly jumping on the latest shiny tactic or platform. Instead, it boils down to mastering three fundamental components that I call the M.O.M. Method. These are timeless principles that have been driving businesses forward for decades, and they apply whether you’re selling online or offline.
Let me take you through my journey and the simple yet powerful framework that will help you stop spinning your wheels and start moving the needle in your business.
My Digital Marketing Origins: Lessons from Early Failures
I earned my first digital dollar back in January 2011 during Obama’s first term—a $25 affiliate commission from HostGator. But that small win came after months of fumbling around the internet marketing space. I started by reading Tim Ferriss’ 4-Hour Workweek and quickly got active on the Warrior Forum, a hub for internet marketers that’s still around today, albeit evolved.
Back then, I experimented with writing “eign articles” (similar to blog posts) with embedded affiliate links. I bought countless ebooks, trying different strategies, including an attempt in 2010 to give away free websites and earn hosting commissions. I wrote a few articles but didn’t see overnight success. Frustrated, I hopped from one idea to another, quitting far too soon—a mistake I repeated dozens of times over the years.
Looking back, I realized that if I had stuck with creating consistent content and refining my approach over those first few months, the compounding effect would have accelerated my success. This experience shaped my understanding of what truly matters in business—consistency, focus, and clarity.
The M.O.M. Method: Market, Offer, Message
After years of trial, error, and learning, I distilled everything into a simple acronym: M.O.M.. This method focuses on the three core elements that you have 100% control over and that actually move the needle in any business.
M is for Market
Your market is your audience—your tribe, community, or the specific group of people you serve. This is the “who” in your business. Who are you helping? Who needs your guidance, motivation, teaching, or inspiration? Identifying a clear and specific market is crucial because without knowing who you’re serving, your efforts will scatter and lose effectiveness.
O is for Offer
Your offer is the solution you provide to your market’s problem. This could be anything from a $5 ebook to a $10,000 coaching program. The key is to identify a specific problem and solve it for a specific person. I often emphasize that you should choose a problem you enjoy solving for a group of people you enjoy serving—not because it’s trendy or popular, but because genuine interest helps you push through the inevitable tough days and months.
To refine your offer, I recommend checking out my Smart Offer Framework, which dives deep into crafting offers that sell. A great offer packaged for the right market creates the foundation for sales success.
M is for Message
Messaging might be the most important—and often overlooked—part of building your brand and driving sales. Messaging is about how you communicate your offer and connect with your market through your content. It’s your unique voice, perspective, and beliefs that resonate with your audience.
I’ve seen mediocre offers sell because of strong messaging. Conversely, even the best offers can fail without the right message. Developing messaging takes time and experimentation, but it’s essential to share your authentic views and have conviction. People are drawn to those who stand firm in their beliefs, even if it means being polarizing.
There are five polarizing topics that can help you express your convictions and connect with your audience on a deeper level:
- Money
- Sex
- Religion
- Parenting
- Politics
For example, I share my opinions on parenting, which often sparks debate, but it also builds trust with those who resonate. The goal isn’t to please everyone but to get people to pick a side—either with you or against you. Being wishy-washy leaves people on the fence, which is the worst place to be.
A friend once shared an analogy from a business coach that stuck with me: Imagine a backyard barbecue with a fence dividing the guests. On one side are your fans who agree with you, and on the other are those who don’t. It’s okay to have people on either side, but you don’t want anyone stuck on the fence. Get people to choose a side with your message.
Why M.O.M. Beats Chasing Tactics
Too many entrepreneurs waste time obsessing over tactics like “what time to post on Instagram” or “which platform is better—TikTok, Twitter, Threads, or LinkedIn.” While tactics can provide a small boost, they don’t create lasting results. Instead, focus on the three pillars of M.O.M.:
- Market: Be crystal clear on who you’re serving.
- Offer: Craft a solution that solves a specific problem for your market.
- Message: Communicate your offer with conviction and authenticity.
Master these, and you’ll build a strong foundation that withstands changing trends and algorithms.
Continuous Improvement and Experimentation
Fine-tuning your market, offer, and message isn’t a one-and-done deal. It takes time and experimentation. I’m constantly testing new ideas, like the “Simple Creator” identity I’m developing on Threads, where I share principles and values that resonate with my audience. I observe what sticks, what sparks engagement, and then I lean into those elements.
Remember, building a successful online business is a journey. You won’t nail everything overnight, but by focusing on M.O.M., you’re setting yourself up for consistent growth and sales.
Final Thoughts
If you’re struggling to make sales, stop chasing every new tactic and instead get crystal clear on your Market, Offer, and Message. These three elements are within your control and have been the backbone of successful businesses for decades. Embrace the M.O.M. method, and you’ll not only move the needle—you’ll build a business that lasts.
If you want to dive deeper into creating offers that sell or developing your messaging, I have plenty of resources and frameworks that can help you. Remember, people buy who you are much more than what you sell. Stand firm in your beliefs, share your unique perspective, and don’t be afraid to be polarizing. That’s how you build a loyal audience and consistent sales.
