How a multi-million single-SKU business works with Mike Feldstein

​Mike Feldstein started off in the Floods, Fire, Mold Removal, Disaster Chasing business, and currently is a huge seller of indoor air purifiers that look like a giant Alexa device. We did a pod about how he runs a big biz off a single product →

​

🎧 Prefer listening? Here's a podcast version!

​

​

​

(0:00) Mike runs Jaspr Air, a giant air purifier that looks like a giant Alexa.

⬇

​

(0:28) Mike likes our podcast because people aren’t haters 😂

⬇

​

(0:49) Old school internet comments were waayyyy more wild than now. It really built up my thick skin.

⬇

​

(1:52) If you missed Mike’s last two pods with us check it out.

⬇

​

(2:15) Simple = Better conversions. Mike removed his homepage, just made a purchasing page, and conversions went up. Simplified everything including the subscriptions.

⬇

​

(5:00) Great opportunity for single-sku companies that manufacture their own product. Jaspr only needs 5,000 sqft or so just specialising in ONE product.

⬇

​

(6:39) Digital businesses are being squeezed, and physical businesses getting squeezed? Drop shipping is really hard now being very squeezed. Must compete on brand or making your own thing.

⬇

​

(7:50) My first business HouseOfRave competed well because I was great at SEO. But eventually that drop shipping model got squeezed hard.

⬇

​

(8:40) You can potentially have one expensive product and be the best at that and outcompete on that.

⬇

​

(10:15) SEO - Mike is investing heavily in SEO at the moment. Short term changes yes, but “stuff people want” is always good. He considered YouTube part of SEO now. He explains his whole SEO strategy.

⬇

​

(12:00) SEO in the traditional form is dying, but being “re-birthed” with AI recommending very good traffic. SEO 2.0. Neville explains how ChatGPT is now a Top 5 referrer of traffic.

⬇

​

(14:55) Top of Feed Search is being at the top of social media feeds.

⬇

​

(15:35) Podcast Guesting: 85% of Mike’s sales come from this. It’s a great way of spreading education about a product. Short form only people are having a harder time, and longer form is still preferred for selling (you can turn longform into short form, but very hard to turn short form into longform). If you wanna sell books, podcasts still #1.

⬇

​

(19:42) I produced 8 or 10 AppSumo education courses, and my method of making someone not good at video great was getting them agitated.

⬇

​

(20:40) Traditional blog posts not as great, except they train the AI so there’s value in that. Also social networks ARE blogs, and are providing more value than a stand-alone blog unless you are big. However writing DEEP ESSAYS is still valuable. Because then you can share bits on social and have the essay live.

⬇

​

(23:32) My strategy for writing essays in 2025. The SWIPES podcast wasn’t doing great and no growth. However the Essay part is the best, and now recording that as a standalone pod.

⬇

​

(25:30) Mike only uses Instagram now, next year will do YouTube. For YouTube he pays OTHER creators (like Kyle Lasota Wellness Daddy) to make videos, and those do way better and are more authentic. Then he runs retargeting ads to their videos not his own.

⬇

​

(28:30) Why Instagram? “Tik Tok is Android and Instagram is iPhone.” Instagram has higher LTV crowd. Attention: Podcast → YouTube → Instagram → TikTok. Thinks about Instagram as their landing page. Many businesses ONLY need an Instagram page for their whole business.

⬇

​

(31:50) For ads they only use remarketing.

⬇

​

(32:17) Mike’s Physical Ads Technique: They invest in putting Jaspr into bathrooms of wellness restaurants and hotels. Then customers see Jaspr in action, want it, then buy from a QR code.

⬇

​

(36:19) Conference strategy. Simple headline and just have the product on display. Very simple and effective.

⬇

​

(39:14) It costs a lot of money to create these podcasts, just subscribe or leave a comment. Costs you nothing but means the world to me.

⬇

​

(40:44) Mike uses email a bunch for sales, up to 3 emails in one day during Black Friday (which creates unsubscribed), but educational emails and showing features are good. Modeled a lot of stuff after the SWIPES Email. The last thing he would ever outsource is email writing. It’s the most direct form of communication with the customer.

⬇

​

(43:58) Mike is starting a new podcast and highlighting different businesses. Making content out of things that don’t scale. Old retail model is not as good, but if you film and create content it changes they business structure when your store is an online showroom.

⬇

​

(49:55) How are you using AI? He made MikeyGPT. Google Notebook LLM is good to make your own AI. With new AI tools the world doesn’t catch up for 3-6 months.

⬇

​

(52:00) AI impacting jobs. Many people are glamorizing physical jobs which wasn’t the case before. Now trades are getting better and better and seemingly less impacted by AI. However the Power Law still applies to plumbers and contractors, the ones best at marketing and getting business get the most.

⬇

​

(56:00) What do you think of the Unlimited Agency business like Design Pickle. They’ve seen a downtown because someone is getting ripped off. Many businesses shouldn’t have subscriptions but a lot of places are moving to that, it doesn’t always work. Eli The Travel Guy example, it’s best to do a one time payment. Instead of selling digital products I’ve seen many people move into selling services instead and making MORE money.

​

Follow Mike:
Website:Jaspr.co​
Instagram:@jasprco
​Instagram:@mike.feldstein​

Also did you know we post cut up little clips of all the interviews we do??

Follow along here (YouTube and Instagram) to get them blasted straight to your face!

Sincerely,
Neville Medhora

​

​

​