The Tactic That Sold Soap by the Millions (and Why It Stopped)

Why does a marketing tactic that once printed money suddenly stop working?

Because tactics decay as everyone copies them. In 2018 a soap maker named Jaime Cross scaled to seven figures using webinars, a format Russell Brunson had made cheap and simple. Today the same approach barely breaks even on cold traffic, even in expert hands. The lesson is uncomfortable but useful: copy what is working now, not what worked years ago.

The soap that sold by webinar

Webinars have been used to sell almost everything: high-ticket services, software, coaching, and yes, literal bars of soap to ordinary people.

Jaime Cross was not a marketing wizard, she was a soap maker. In 2018 she took the webinar format, applied it to her handmade soap business, and crossed six figures in a couple of months, then seven figures in under a year. She did not invent anything. She simply used a format that was working at the time.

Why it worked then

Russell Brunson popularised webinars online and built an entire system around them. In the early days the maths was beautiful: it cost a couple of dollars to get someone to register, and anywhere from 30% to 70% would show up live.

Why such high turnout? Because webinars were new and exciting. Novelty was the real edge, and novelty is always temporary.

Why it barely works now

Today you have to dial in a dozen moving parts to make a webinar convert, and even the best marketers in the world rarely turn a profit running them to cold traffic.

They are not dead. They still work. They are simply no longer the easy way to scale an offer, because the novelty has worn off and the easy attention has gone with it. Anyone selling you a 2018 playbook as a magic bullet is selling you the past.

The real lesson: copy now, not then

Most tactics work in the right hands. The real question is how much skill each one now demands, and for saturated tactics the answer is: a lot.

So the edge is not a clever format from a bestselling course. It is knowing what is genuinely converting right now, this month, and doing that. Study a tactic's history to understand where it is in its life cycle, then act on the present, not the legend.

Meet Brian

The one thing that does not decay is content people genuinely enjoy. Entertaining, scroll-stopping creative earns attention in any market, in any year, which is exactly what Brian, our AI Comedy Marketing Machine, is built to produce.

Brian helps you turn out fresh, funny, high-converting ads and posts fast, so you are always making something people want to watch now rather than recycling a format the whole market has already worn out.

Take Brian for a spin and compete on attention, not on last year's playbook.