The Koerner Office - Business Ideas and Small Business Deep Dives with Entrepreneurs How to Start a $20K/Month Business Selling to Lawyers⏐Ep. #241
Oct 31, 2025
Sam Thompson, an entrepreneur renowned for creating one-person lead-gen businesses, returns to share his latest venture into the divorce market. He discusses launching a $29 ebook designed for buyers that funnels directly to lawyers. Sam reveals how he used Meta ads for effective early marketing, navigated ad restrictions due to personal hardship classifications, and boosted trust through physical book copies. The conversation touches on smart metrics, the potential for profit, and why niche books can elevate lead quality and pricing.
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Started A Divorce Book Funnel With ChatGPT
- Sam observed the divorce market while talking in a Grow Faster call and decided to write a book with ChatGPT that targeted divorcing people.
- He launched a $29 ebook funnel to validate demand and sold initial copies via Meta ads for signal despite early losses.
Raise AOV With A Bump Offer
- Use a two-step landing page and add a low-cost bump offer to raise average order value before running ads.
- Optimize AOV vs CAC math: raise AOV (bump) until your CAC becomes profitable or breakeven.
Printing Real Books Boosted Trust — Then Meta Flagged It
- After poor initial quality, Sam rewrote the book, printed 300 physical copies to boost trust, and paid about $6 per copy plus shipping.
- Printing increased perceived value but triggered Meta's 'personal hardship' classification, stopping optimization.
