the "Nostradamus" of Direct Response eCommerce?

Remember Nostradamus?

Many say that this 16th-century French astrologer and physician predicted major world events like the atomic bomb, the French Revolution, and even the assassination of JFK.

But there’s actually a 20th century “Nostradamus” who’s been ahead of the curve time and time again…

…When it comes to haivng a “sixth sense” on what D2C physical ecomm products are going to SCALE.

Like this one he launched in 2011:

It’s called the Aluma Wallet, and here’s a quick clip of the Direct Response TV ad that kicked off the campaign:

Look familiar?

This was 2 years before today’s DTC powerhouse Ridge Wallet first entered the scene.

Go here to see the full funnel breakdown we did on Ridge Wallets inside the Funnel of the Week Members Area:

Starting with Kickstarter, Ridge grew from $1 million to $2 million annually, scaled to $8 million with focused Facebook and Google Ads, and reached $15 million by mastering YouTube Pre-Roll and Google Display.

But this earlier version of the same concept scaled to $90 million in revenue ¹, mostly with Direct Response TV ads.

So… Who is this modern day ecomm Nostradamus?

He’s someone you might have seen in recent newsletters from our friends at VidTao.

AJ Khubani - the creator of “As Seen on TV.”

And before we dive into AJ’s top 10 Direct Response ecomm products…

Make sure to check out these breakdowns on AJ’s story & unique approach to scaling on Direct Response and retail:

•  Part 1 to see how AJ Khubani launched his direct response empire with a bold $20,000 gamble.

• In Part 2, you’ll discover his 4-step “secret formula” for launching on Direct Response

Now, let’s dive into the top 10 Direct Response eComm products that made AJ's empire what it is today…

Notice any trends?

10. Insta Bulb

Total sales: $80 million

The Insta Bulb is a battery-operated light you can stick anywhere. This device adheres to the wall, the door, or any surface in a space that needs some brightening. The 40-watt bulbs never get hot and don’t shatter, so there’s no need to worry about the safety of your kids and pets if you drop the Insta Bulb by accident. It’s great for attics, basements, closets, or any other dark area that needs light.

Here's the direct response TV ad that helped Insta Bulb scale:

Notice any similar affiliate products that have ben around the past few years? There have been a few… Now let’s move on to #9:

9. Static Duster

Total Sales: $80 Million

The Static Duster makes dusting easier in two ways. Its long handle allows access to ceiling fixtures like lights and fans, and its static attraction causes dust to cling to its plumes.

The static force pulls dust to it like a magnet, no matter how stubborn or built up it is.

Here's one of their famous direct-response TV ads:

Check out this ad for a similar product we find in VidTao:

Discover more high-performing ads for similar products and gain valuable insights on VidTao.

8. Aluma Wallet

Total Sales: $90 Million

The Aluma Wallet is a waterproof aluminum billfold with many great features, such as water resistance and a sturdy exterior that can withstand all kinds of abuse. In the information age, it’s even more handy because it can foil hackers. Hacking technology has allowed thieves to access their victims’ credit cards with RFID scanning, but the Aluma Wallet’s aluminum exterior blocks them, leaving you and your personal information safe. 

Here's the direct response TV ad that helped Aluma Wallet scale:

Notice an similarities? Yes - pretty sure AJ’s wallet kicked off the current “EDC” wallet craze led by DTC companies like Ridge Wallets and Ekster:

Curious about how Ridge Wallet achieved this success? Don’t miss our full breakdown in Funnel of the Week!

7. Windshield Wonder

Total Sales: $90 Million

The Windshield Wonder cleans car windshields and interior windows quickly and easily.

Here's the one of Windshield Wonder’s direct response TV ads:

This ad effectively uses several direct response principles to drive engagement and motivate immediate action:

• Problem-Solution Setup: It opens by presenting the problem (cleaning windshields the old way) and immediately offers a solution—the “Windshield Wonder.” This hooks viewers by addressing a common pain point.

• Product Demonstration: Describing how the product works (microfiber cloth, long handle, pivoting head) and its ease of use without glass cleaner provides clarity and builds value. The ad highlights its versatility, mentioning other uses like cleaning mirrors and hard-to-reach windows, enhancing perceived utility.

• Value Stack: Listing the included items (handle, microfiber bonnets, towel, spray bottle, storage bag) and emphasizing it’s a “$20 value for just $10” appeals to viewers' sense of getting more for less.

• Scarcity/Urgency: By encouraging viewers to “call now,” it adds urgency, pushing viewers to act immediately rather than wait.

• Bonus Incentive: Doubling the order for free (except for additional shipping) enhances the offer’s value, framing it as a “$40 value for just $10.” This two-for-one offer significantly sweetens the deal, increasing the likelihood of impulse purchases.

• Clear Call to Action: The ad concludes with a strong call to action (“call now”), creating a clear and direct prompt for viewers to take the next step.

By combining these tactics—problem-solving, value stacking, urgency, and a strong CTA—the ad effectively compels viewers to see the value in the product and feel motivated to respond immediately.

6. Audubon Clock

Total Sales: $120 Million

The Audubon Clock is a round, hanging, old-school wall clock whose chime sequence consists only of bird calls and recalls a simpler time before we all got addicted to our phones. This battery-powered clock has a traditional country look and an avian design motif and even comes with a booklet about the birds of North America.

Check out one of their ads here:

This ad effectively uses several classic direct-response principles and tactics to engage viewers and drive action. Here’s a breakdown:

• Nostalgia and Social Proof: The ad opens by referencing the original "singing bird clock" loved by "over 10 million people." This social proof reinforces credibility and taps into nostalgia, enhancing appeal to past users and fans.

• Improved Product Highlight: Introducing a "new 25th anniversary" version with "enhanced artwork" and "dynamic sound" implies that this is a premium, upgraded version of a familiar product, appealing to both new and returning customers.

• Sensory Appeal and Imagery: Descriptive language like "real-life sounds of nature" and “breathtaking tones” invites viewers to imagine the auditory experience, making the product more desirable. Listing specific birds adds vivid detail and creates emotional connections.

Now that we’ve crossed the $100 million revenue markt, let’s see what’s on tap for product #5 in the rankings..

5. OrGreenic Pan

Total Sales: $140 Million

These pans can help you cook healthier meals than you would make with standard kitchenware. The ceramic nonstick interior cooking surface is the reason why, since “nonstick” means your culinary creation won’t need oil, butter, or grease just to come out of the pan intact. It features a “stay cool” handle so little hands don’t get hurt, and it’s oven-safe. But getting that meatloaf to slide easily out of the pan? Priceless.

Here's the direct response TV ad that helped OrGreenic Pan scale:

By blending practical solutions, visual demonstration, and credibility markers, the ad effectively engages viewers and builds a compelling case for why this cookware is a valuable purchase.

Check out this ad for a similar product we find in VidTao:

Discover more high-performing ads for similar products and gain valuable insights on VidTao.

4. AmberVision

Total Sales: $150 Million

Now we get to one of the “GrandDaddy” Direct Response TV offers:

AmberVision sunglasses are nothing less than “As Seen on TV” history. It was the product that put AJ Khubani over the top when his business had only just begun to grow, but it’s more than just a retro throwback to the 1980s. It’s a solid product with 100% UV protection for the wearer’s eyes.

Here's the direct response TV ad that helped AmberVision scale:

The Amber Vision ad effectively uses several direct response principles and tactics that drive engagement and encourage immediate action:

• Unique Selling Proposition (USP): Right from the start, it highlights a breakthrough technology that "improves vision" and distinguishes it as a major advancement since glasses were invented. This bold claim grabs attention and positions Amber Vision as a must-have product.

• Problem-Agitate-Solution (PAS) Framework: The ad addresses the problem of "blurring blue rays" that cause haze and fog, agitating the problem by emphasizing how it impacts clarity. Amber Vision is then presented as the solution, making everything "crisper and clearer."

• Social Proof and Testimonials: The line, "I can't believe my own eyes," serves as a testimonial that reinforces credibility and trustworthiness, suggesting that others are amazed by the product's effectiveness.

• Guarantee and Safety Assurance: By guaranteeing improved vision and highlighting UV protection, the ad reassures viewers of both the product's effectiveness and its safety, reducing risk and adding value.

• Scarcity and Urgency: The mention of a limited-time "special offer" for just $10 (compared to a $59.95 retail price) adds urgency and a sense of exclusivity, pushing viewers to act immediately.

Check out this ad for a similar product we find in VidTao:

3. Smart Mop

Total Sales: $150 Million

This highly absorbent mop can pick up ten times its weight in liquid, and the best part is that the heads can be cleaned in the washing machine, so you never have to touch the wet heads with your bare hands. 

Here's one of their successful direct-response TV ads:

This ad for the Smart Mop uses several effective direct-response tactics to engage viewers and drive action:

• Demonstration with Visual Proof: The ad provides a detailed, visual demonstration of how the mop works, showing its wringing mechanism, high absorbency, and easy cleaning. Demonstrations prove product effectiveness and build trust.

• Product Benefits Highlighted with Clear Features: Key benefits, like not needing to touch dirty water, high absorbency, and non-drip design, are presented alongside practical features (e.g., synthetic chamois, machine washable, lasts up to three years). This is persuasive because it combines the “why” (benefits) with the “how” (features).

• Social Proof and Authority: By showing real-time use and even drinking from a glass the mop absorbed liquid back into, the ad suggests confidence and authority, making the product seem trustworthy and effective.

This combination of visual proof, clear benefits, cost savings, and urgency makes this a powerful direct-response ad that effectively engages and persuades the viewer.

Check out this ad for a similar product we find in VidTao:

2. PediPaws

Total Sales: $180 Million

As wea ll know, the pet market is MASSIVE. And AJ is not one to miss. outan opportunity like this. Pedi Paws is a gentle product that allows you to file your pet’s nails comfortably, whether you’re a dog person or a cat person. 

Here's the direct response TV ad that helped PediPaws scale:

This ad for "Pedi Paws" utilizes several classic direct-response principles to engage viewers and make a strong case for its product:

• Unique Mechanism: The ad explains how Pedi Paws works differently from regular clippers, using a rotary action and protective guard to avoid pain. This emphasizes product innovation and highlights why it's superior to alternatives, a technique that makes the product stand out.

• Benefit-Oriented Language: Benefits are front and center, such as a “perfect pedicure,” “no more scratches,” and “furniture stays looking new.” These benefits appeal not only to the pet’s well-being but also to the owner’s concerns about home upkeep.

• Emotional Appeal and Relatability: By positioning pets as part of the family (“treat your pet like one of the family”), the ad taps into the emotional bond between pet owners and their pets, making viewers more likely to want the best for their pets.

1. Ped Egg

Total Sales: $450 Million

Whether it’s foot pain or foot fungus, anything foot related is always a potential mega offer.

And AJ rode this one to success, with over $450 Million in sales (and counting…)

Here AJ focuses on the Ped Egg gently removes calluses, dead skin, and everything else that stops your feet from looking and feeling good.

Here's one of their successful direct-response TV ads:

This Ped Egg ad effectively employs several direct response principles and tactics to engage the viewer and drive action. Here’s a breakdown of key strategies that contribute to its success:

• Identifying Pain Points: The ad opens by directly addressing common frustrations like "dry, calloused feet," "embarrassment," and "messy scrapers." This immediately resonates with viewers who relate to these problems.

• Visual Demonstrations: The ad illustrates the Ped Egg in action, showing it removing dead skin smoothly and painlessly. Visual proof builds trust and highlights how effectively the product works.

• Social Proof & Relatability: Testimonials from users across different demographics (“moms, dads, grandmas”) create a sense of universality and reliability. Testimonials strengthen credibility by showing real people’s satisfaction.

• Cost Comparison & Value: The ad emphasizes the savings compared to pedicures, presenting the Ped Egg as a cost-effective alternative. This appeals to price-sensitive viewers looking for value.

• Emotional Appeal & Pain Relief: The ad combines logic (features) and emotion (relief from discomfort and embarrassment) to appeal to viewers both logically and emotionally, driving a strong desire to purchase.

This ad’s success lies in balancing clear messaging with visual proof, addressing common pain points, and establishing a unique value that is both practical and relatable.

The Modern Day Nostradamus: Key Lessons

AJ Khubani's success wasn't about mystical prediction - it was about spotting fundamental human needs before they hit mainstream awareness. His pattern of identifying emerging market opportunities led to over $1B in product sales.

The Pattern Behind the "Predictions"

His most successful "predictions" followed a clear pattern:

- Aluma Wallet (2011) → Led the EDC/minimalist wallet trend (Ridge Wallet)

- PediPaws → Anticipated the $100B+ pet care boom

- Static Duster/Smart Mop → Recognized growing demand for simple home solutions

Four Keys to Spot Tomorrow's Opportunities

1. Watch for Growing Friction Points

- Identify small annoyances that broader trends will amplify

- Example: What everyday items need reinvention for smaller urban spaces?

2. Look for Overcomplicated Problems

- Where are simple physical solutions better than tech?

- Which problems are begging for elegant simplicity?

3. Target Transforming Markets

- Which "nice to have" products are becoming "need to have"?

- What consumer behaviors are starting to shift?

4. Monitor Cultural Shifts

- Which lifestyle changes will create new product needs?

- What daily activities are ready for reinvention?

The next big product won't come from predicting the future - it will come from observing which present-day friction points are about to become massive markets.

Your own $450M opportunity isn't hiding in the future - it's hiding in plain sight today.

See you inside the Funnel of the Week Members Area!

Have a great weekend!

The Funnel of the Week Team

PS - thanks to Daniel Bukszpan (author of the original CNBC article we sourced for much of this data) for collaborating on this article!

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