{"id":9180,"date":"2023-06-08T11:05:08","date_gmt":"2023-06-08T17:05:08","guid":{"rendered":"https:\/\/twprod.wpengine.com\/?p=9180"},"modified":"2024-04-21T15:05:21","modified_gmt":"2024-04-21T21:05:21","slug":"business-is-personal-how-one-man-turned-his-life-experiences-into-ecommerce-success","status":"publish","type":"post","link":"https:\/\/www.tailwindapp.com\/blog\/business-is-personal-how-one-man-turned-his-life-experiences-into-ecommerce-success","title":{"rendered":"Business is Personal: How One Man Turned His Life Experiences Into Ecommerce Success"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2024\/02\/27-Blog-image-suite-refresh_Pierre-02-Header-Image-v1.0.png\" alt=\"Photo of Unapologaytic founder with screenshot of products from his website on a blue background with the Tailwind logo\" class=\"wp-image-10477\" srcset=\"https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2024\/02\/27-Blog-image-suite-refresh_Pierre-02-Header-Image-v1.0.png 1024w, https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2024\/02\/27-Blog-image-suite-refresh_Pierre-02-Header-Image-v1.0-300x150.png 300w, https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2024\/02\/27-Blog-image-suite-refresh_Pierre-02-Header-Image-v1.0-768x384.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-in-this-case-study-you-ll-learn\">In This Case Study You\u2019ll Learn:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Why \u201cit\u2019s not personal, it\u2019s business\u201d isn\u2019t true, and we should stop repeating it<\/em><\/li>\n\n\n\n<li><em>How a small ecommerce store with an important mission struggled with reaching their target audience in spite of having all the right ingredients for growth<\/em><\/li>\n\n\n\n<li><em>How the latest advances in AI and ad technology unlocked the key to growth, and how you can use the same technology to grow your online store<\/em><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-business-is-personal\">Business Is Personal<\/h2>\n\n\n\n<p>You\u2019ve probably heard the expression, \u201cit\u2019s not personal, it\u2019s just business,\u201d but work actually <em>is<\/em> quite personal. We spend over a third of our lives on it, we leverage our unique skills and experiences to create it, and as we go about our workday we\u2019re constantly interacting with other people who are pouring just as much of themselves into their work. Our professional lives aren\u2019t just personal \u2014 they\u2019re <em>deeply<\/em> personal.<\/p>\n\n\n\n<p>For small business owners, that personal connection sometimes extends even further into the purpose and mission of their business. They founded their company to create something that is meaningful to them. That personal connection to their work is often what drives them to take risks, work long hours, and continue investing in their company past the point many people would have given up.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-becoming-unapologaytic-a-deeply-personal-mission\">Becoming Unapologaytic \u2014 A Deeply Personal Mission<\/h2>\n\n\n\n<p>For Pierre-Yves Monnerville, business is unquestionably personal. His clothing company\u2019s mission and products are inspired by experiences that are unique to who he is. He wants to make the world a better place for people like him who face unfair life challenges because of who they are.\u00a0<\/p>\n\n\n\n<p>As a black person growing up in the 80\u2019s, Pierre experienced bias against people of color. He was also born a gay man \u2014\u00a0another personal quality that made him a target for bias and even hate. The combination of being a gay man and a person of color means he encountered unique challenges that neither gay white men nor heterosexual men of color face. Even within his own community, a place where most people can feel safe and accepted, he sometimes felt discriminated against because he did not conform to traditional ideas about what it means to be masculine.\u00a0<\/p>\n\n\n\n<p>In 2018, Pierre founded the company that would eventually become Unapologaytic, an online lifestyle clothing brand that helps gay men proudly embrace who they are. By wearing his brand\u2019s unique and exuberant designs, his customers create opportunities to spark conversations and make positive impressions that can lead to understanding and progress. His products are more than clothing \u2014 they\u2019re a message to catalyze positive change.\u00a0<\/p>\n\n\n\n<p>The Unapologaytic brand is about being unapologetically gay. It\u2019s about embracing who you are rather than conforming or hiding. It\u2019s about feeling pride in spite of a world that can sometimes cause you to feel shame \u2014not because there is something wrong with you, because the world does not understand you.\u00a0<\/p>\n\n\n\n<p>He\u2019s created a brand that offers clothing and accessories that have bold messages about fearlessly embracing who you are:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"717\" height=\"710\" data-src=\"https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/06\/70b9975a-aff3-4698-afe7-0696fa031163.png\" alt=\"Screenshot of an Unapologaytic t-shirt\" class=\"wp-image-9421 lazyload\" data-srcset=\"https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/06\/70b9975a-aff3-4698-afe7-0696fa031163.png 717w, https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/06\/70b9975a-aff3-4698-afe7-0696fa031163-300x297.png 300w, https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/06\/70b9975a-aff3-4698-afe7-0696fa031163-150x150.png 150w\" data-sizes=\"auto\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 717px; --smush-placeholder-aspect-ratio: 717\/710;\" data-original-sizes=\"(max-width: 717px) 100vw, 717px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" width=\"701\" height=\"756\" data-src=\"https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/06\/b818e470-1b6e-40a3-a968-a69ef229ff92.png\" alt=\"Screenshot of an Unapologaytic t-shirt\" class=\"wp-image-9422 lazyload\" data-srcset=\"https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/06\/b818e470-1b6e-40a3-a968-a69ef229ff92.png 701w, https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/06\/b818e470-1b6e-40a3-a968-a69ef229ff92-278x300.png 278w, https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/06\/b818e470-1b6e-40a3-a968-a69ef229ff92-300x324.png 300w\" data-sizes=\"auto\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 701px; --smush-placeholder-aspect-ratio: 701\/756;\" data-original-sizes=\"(max-width: 701px) 100vw, 701px\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-building-momentum-and-the-first-signs-of-success\">Building Momentum (and the first signs of success!)<\/h2>\n\n\n\n<p>Driven by a mission that aligns with his passion, Pierre set out to create an ecommerce company so he could ship his clothing to customers around the world from his home in the UK. He built his store on <a href=\"https:\/\/www.shopify.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Shopify<\/a> so he could easily accept online orders and focus most of his time on design, marketing, and other aspects of his business.\u00a0<\/p>\n\n\n\n<p>Very few small ecommerce stores are an overnight success, and Unapologaytic is no exception. There have been challenges and difficulties, and progress is sometimes slow and hard won, but there have also been some important victories and milestones along the way.\u00a0<\/p>\n\n\n\n<p>One of the highlights for Pierre was seeing someone he didn&#8217;t know wearing one of his shirts in public for the first time. Being a reserved and quiet person, Pierre did not speak to his customer, and the person wearing the Unapologaytic shirt had no idea who Pierre was, but it stands out as a significant moment and personal victory for him. It was a sign of success \u2014 a personal milestone \u2014 that would validate all the work he had done up to that point and motivate him to continue on.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-scaling-up-a-common-challenge-for-ecommerce-stores\">Scaling Up \u2014 A Common Challenge For Ecommerce Stores<\/h2>\n\n\n\n<p>Unapologaytic has an important and inspiring mission, a great brand that his target market loves, high-quality ethically produced products at a fair price, and a great <a href=\"https:\/\/www.tailwindapp.com\/blog\/9-steps-for-opening-a-successful-online-store\" target=\"_blank\" rel=\"noreferrer noopener\">online store<\/a>, but he still struggled to grow his store each month. He could generate sales but struggled with generating <em>more<\/em> sales \u2014\u00a0an all too common problem in the world of small ecommerce stores.<\/p>\n\n\n\n<p>What do you do when you have all the right ingredients for growth, but it\u2019s just not happening? In the 1960\u2019s, Steuart Henderson Britt, a psychologist and professor of marketing at Northwestern University, said, \u201cDoing business without advertising is like winking at a [person] in the dark. You know what you are doing, but nobody else does.\u201d The message is clear: It\u2019s hard to succeed without paid advertising because it\u2019s the most effective way to reach people. That\u2019s why it\u2019s valuable, and that\u2019s also why it\u2019s expensive!<\/p>\n\n\n\n<p>Even with today\u2019s <a href=\"https:\/\/www.tailwindapp.com\/blog\/from-gpt-3-to-gpt-4\" target=\"_blank\" rel=\"noreferrer noopener\">digital marketing<\/a> landscape \u2014 a rapidly evolving amalgamation of traditional websites, social networks, multimedia content, algorithms, and now AI and blockchain \u2014&nbsp;advertising maintains its relevance and status as a key driver of business growth. There simply isn\u2019t a more predictable and reliable way to get your message in front of your customers. Paid digital advertising is one of the best ways to grow an ecommerce business quickly.&nbsp;<\/p>\n\n\n\n<p>The issue with advertising is the same as it\u2019s always been: advertising isn\u2019t free, and that can make it risky. With limited resources, many small businesses hesitate to invest in paid ads and instead opt for free and low cost ways to reach their market \u2014\u00a0like organic social marketing and content marketing.\u00a0<\/p>\n\n\n\n<p>Every marketing channel and tactic is like a tool in a digital marketer\u2019s toolbox. No tool is better than another \u2014&nbsp;they all have their unique application and relevance \u2014&nbsp;but at certain times one is more appropriate than another. A lot of times you need a hammer, but sometimes only a wrench will do the job.&nbsp;<\/p>\n\n\n\n<p>Paid advertising is the \u201ctool\u201d that becomes most relevant and useful when the business is a functioning machine that just needs more fuel. The business has all the right ingredients for success \u2014 it can generate orders when people visit the website \u2014 it just needs to find more of the right people and bring them to the store.\u00a0<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div id=\"om-vehk2inwen9bfdygdyer-holder\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-reaching-more-customers-with-tailwind-ads\">Reaching More Customers with Tailwind Ads<\/h2>\n\n\n\n<p>Pierre has been a long-time customer and advocate of <a href=\"https:\/\/www.tailwindapp.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Tailwind<\/a>. He uses it to manage and organize his social marketing on Pinterest, Instagram, and Facebook. It saves him time and frees him up so he can focus on other aspects of his business.\u00a0<\/p>\n\n\n\n<p>Pierre says, &#8220;With Tailwind, I like having everything in one place. From Tailwind I can get ideas for posts, generate graphics, schedule posts, send emails, and I can create ads. It&#8217;s really like a Swiss Army Knife for ecommerce store marketing.&#8221;<\/p>\n\n\n\n<p>Recently we introduced an exciting new way to help Pierre reach his customers so he can grow his company. Last year we acquired a company called Nectar9, a unique company that was leveraging the newest advances in AI to create and optimize successful digital ads. We immediately began adapting this technology (that was previously only accessible to big companies with big budgets) to help small business owners like Pierre reach their customers quickly, easily, and efficiently.<\/p>\n\n\n\n<p>Tailwind Ads\u2019 AI helps create successful ads in two major ways. First, it generates the ad creatives for you. It analyzes your website and products and then generates ad copy optimized to appeal to your target market. If you\u2019re like Pierre, you may be skeptical of how good AI is at generating human-sounding copy that accurately reflects your brand and voice. See for yourself how well Tailwind\u2019s AI captured Unapoloygatic\u2019s brand and products with these Facebook Ads:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" width=\"385\" height=\"735\" data-src=\"https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/06\/361853f5-15af-40e1-9f09-e3d23eb4e0e7.png\" alt=\"Screenshot of a sponsored ad for Unapologaytic.\" class=\"wp-image-9423 lazyload\" data-srcset=\"https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/06\/361853f5-15af-40e1-9f09-e3d23eb4e0e7.png 385w, https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/06\/361853f5-15af-40e1-9f09-e3d23eb4e0e7-157x300.png 157w, https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/06\/361853f5-15af-40e1-9f09-e3d23eb4e0e7-300x573.png 300w\" data-sizes=\"auto\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 385px; --smush-placeholder-aspect-ratio: 385\/735;\" data-original-sizes=\"(max-width: 385px) 100vw, 385px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"282\" height=\"546\" data-src=\"https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/06\/unapologaytic-ad.png\" alt=\"Screenshot of a sponsored ad for Unapologaytic.\" class=\"wp-image-9424 lazyload\" data-srcset=\"https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/06\/unapologaytic-ad.png 282w, https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2023\/06\/unapologaytic-ad-155x300.png 155w\" data-sizes=\"auto\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 282px; --smush-placeholder-aspect-ratio: 282\/546;\" data-original-sizes=\"(max-width: 282px) 100vw, 282px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>The second major way Tailwind Ads AI helps ecommerce companies create successful ad campaigns is by handling the optimization aspect of digital advertising. If you\u2019ve ever run online ads, you know that creating the ads is just the beginning. The key to success and the bulk of the work is ongoing optimization of the ad copy and adjusting bids to find the delicate balance between spend and return.\u00a0<\/p>\n\n\n\n<p>There are some things AI is particularly well-suited for. Analyzing massive amounts of data and responding in real-time is one of those things. AI can \u201clisten\u201d to the stream of ad performance data 24 hours a day, 7 days a week and instantly make micro-adjustments to your bid strategy so that your ads perform at their optimal level. With AI managing your ad campaigns, every dollar you invest in paid ads creates maximum return, and you don\u2019t have to invest any of your time into interpreting the data and making adjustments.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-tailwind-ads-ai-driven-results-that-speak-for-themselves\">Tailwind Ads: AI-Driven Results That Speak for Themselves<\/h2>\n\n\n\n<p>Pierre had tried paid advertising in the past with mixed results. He struggled to get a positive ROI even with retargeting \u2014&nbsp;often one of the easiest ways to achieve positive return on ad spend.&nbsp;<\/p>\n\n\n\n<p>Since starting with Tailwind Ads, Pierre has been able to reach and engage his customers, bring them to his online store, and generate purchases at a low cost. In fact, he has increased his advertising budget since switching from managing his ads on his own through <a href=\"https:\/\/www.tailwindapp.com\/blog\/meta-ads\" target=\"_blank\" rel=\"noreferrer noopener\">Meta Ads<\/a> Manager to Tailwind Ads AI-driven ads. He\u2019s increasing his investment in Tailwind Ads because he\u2019s seeing more traffic to his store, more people signing up for his newsletter, and more sales of his shirts and accessories.&nbsp;<\/p>\n\n\n\n<p>He\u2019s finally able to find and reach more and more new customers in an affordable way. Tailwind Ads is the perfect tool to fuel Unapologaytic\u2019s growth and help Pierre achieve his mission of helping people everywhere embrace who they are.&nbsp;<\/p>\n\n\n\n<p><strong>Interested in using Tailwind Ads to reach more customers and grow your online store?<\/strong> Join our private Beta \u2014&nbsp;just send an email to kevin@tailwindapp.com. We\u2019ll reach out to you when a spot opens up!&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-medium\"><img decoding=\"async\" width=\"200\" height=\"300\" data-pin-description=\"Ready to take your online store to the next level? \ud83d\ude80 Discover the secrets Pierre-Yves Monnerville used to grow his Unapologaytic store with Tailwind Ads' AI technology. Say goodbye to slow sales and hello to more customers and revenue! \ud83d\udcb8\ud83c\udf1f\" data-pin-title=\"\ud83d\ude80 Elevate Your Online Store with Tailwind Ads' AI Magic!\" data-src=\"https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2024\/02\/27-Blog-image-suite-refresh_Pierre-02-Pin-Image-v1.0-200x300.png\" alt=\"Photo of Unapologaytic founder with screenshot of products from his website on a blue background with the blog post title and Tailwind logo\" class=\"wp-image-10478 lazyload\" data-srcset=\"https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2024\/02\/27-Blog-image-suite-refresh_Pierre-02-Pin-Image-v1.0-200x300.png 200w, https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2024\/02\/27-Blog-image-suite-refresh_Pierre-02-Pin-Image-v1.0-683x1024.png 683w, https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2024\/02\/27-Blog-image-suite-refresh_Pierre-02-Pin-Image-v1.0-768x1152.png 768w, https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2024\/02\/27-Blog-image-suite-refresh_Pierre-02-Pin-Image-v1.0-300x450.png 300w, https:\/\/www.tailwindapp.com\/wp-content\/uploads\/2024\/02\/27-Blog-image-suite-refresh_Pierre-02-Pin-Image-v1.0.png 1000w\" data-sizes=\"auto\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 200px; --smush-placeholder-aspect-ratio: 200\/300;\" data-original-sizes=\"(max-width: 200px) 100vw, 200px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Discover how Pierre-Yves Monnerville improved the success his online store, Unapologaytic, with the help of Tailwind Ads&#8217; AI technology. Reach more customers and grow your store&#8217;s sales today!<\/p>\n","protected":false},"author":16,"featured_media":10480,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_block_theme_hide_title":false,"footnotes":""},"categories":[140,18,7],"tags":[139],"class_list":{"0":"post-9180","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-advertising","8":"category-ecommerce","9":"category-tailwind-case-studies","10":"tag-unlisted","12":"with-featured-image"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Business is Personal: How One Man Turned His Life Experiences Into Ecommerce Success - Tailwind Blog<\/title>\n<meta name=\"description\" content=\"Discover how Pierre-Yves Monnerville improved the success of his online store, Unapologaytic, with the help of Tailwind Ads&#039; AI technology. 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