How to Sell Anything: Product Flywheel

Here's how (+ examples)

Author

Ryan To
September 28, 2025

Read Time: 2 min 17 secs

Hey - Ryan To here,

In today's edition:

  • How to validate product demand (via content)

  • 3 strategies to turn your audience into your R&D team

  • + Real examples from creator founders

Creators are using the same content flywheel to sell literally anything:

Ecom, software, info products - you name it

Basically any product you can think of

And I'm shocked most marketers and brands aren't already doing this

It’s called The Product Feedback Flywheel

Post Content → Get Feedback → Iterate → Ship Updated Product → Repeat

Instead of focus groups that move slow and cost a fortune

Your focus group becomes the billions of users scrolling their feeds on social media

Think about it:

  • You can validate (or kill) product ideas in days, not months

  • Comments tell you what people want, not what you ‘think’ they want

  • Your audience shapes the product for you

So follow these 3 frameworks to replicate it for your brand…

Strategy #1: A/B Content Testing

This is the most straightforward approach—put options in front of your audience and let them decide

Here’s how it works:

  • Present a couple of choices and survey them

  • Ask for preference + reasoning

  • Ship the winner (and tell everyone they chose it)

The key is asking for the "why" behind their choice

Understanding this allows you to create a more tailored marketing strategy:

Copy, Positioning, and Product Insights all in one

Strategy #2: Behind-the-Scenes Validation

This approach brings your audience into your development process as it happens

Ideas to showcase:

  • Early prototypes and mockups

  • Product decisions you're facing

  • Packaging options you're considering

People love feeling like insiders. When you show them the ‘messy middle’, they become emotionally invested in the outcome

Strategy #3: Content-Product Fit

This is the most effective strategy that most overlook (especially for creators who've already built audiences)

What's already naturally appearing in your content?

Turn it into products

Ashley Alexander nailed this with Nami Matcha

How Ashley found Content Product Fit:

  1. What products show up in your content? ie. organic or brand deals

Matcha was already appearing in literally every piece of content she made for years

  1. What do people ask you about? ie. DMs or Comments

Her audience was already asking about her matcha recipes, where she bought her matcha, and how she prepared it

  1. Find the overlap of themes that meet your audience's pain points

When she announced Nami Matcha, it didn’t feel like she "sold out"—it felt like everything led up to this moment

The Bigger Picture

Traditional advertising feels like an interruption

The product feedback approach feels permission-based

Marketing becomes storytelling around a shared journey, not selling people on something they've never seen before

Listen to your audience on what to build first

Thanks for showing up this week ❤️

Ryan To