Overcoming the fear of investing in a non-winning product can be challenging, but with the right mindset and approach, you can minimize the risk and increase the chances of success. Here are some steps to help you overcome this fear:

1. Learn from your past mistakes: Reflect on your previous experience and identify the key reasons why the product was not successful. Understand what criteria were missing and why it didn't meet the requirements for a winning product. Use this knowledge as a foundation for your future decision-making.

2. Research and validate the market: Before investing in any product, conduct thorough market research to identify the demand and competition. Look for products that solve a problem, fulfill a need, or tap into a trending niche. Utilize tools like Google Trends, social media platforms, and keyword research to gauge market interest and potential profitability.

3. Test with a small budget: Instead of diving headfirst into a large ad campaign, start by allocating a small budget for testing. This will help you gauge the product's potential without risking a significant amount of money. Use platforms like Facebook Ads or Google Ads to target your audience and measure the response. Analyze the data from these tests to determine whether the product has potential for success.

4. Set clear goals and metrics: Define specific goals and metrics that will help you evaluate the success of your product. These could include conversion rates, return on ad spend (ROAS), or profit margins. By setting clear benchmarks, you can objectively assess the product's performance and make data-driven decisions.

5. Utilize customer feedback and reviews: Incorporate customer feedback and reviews into your decision-making process. If you receive positive feedback and see potential demand from customers, it can provide reassurance that your product has a chance of success. Conversely, if feedback is consistently negative, it may be an indication that the product needs improvement or that it's not a viable option.

6. Seek expert advice and mentorship: Connect with experienced entrepreneurs or join online communities where you can seek advice and mentorship. Engaging with individuals who have successfully navigated similar challenges can provide valuable insights and guidance. They can help you identify potential pitfalls, share best practices, and offer encouragement.

7. Embrace failure as a learning opportunity: Understand that failure is a natural part of entrepreneurship. Many successful entrepreneurs have experienced setbacks before finding their breakthrough. Learn from your failures, adapt your strategies, and use them as stepping stones towards success. Remember, every failure brings you closer to finding the winning product.

8. Start small and scale gradually: Once you have validated a product's potential, start scaling your efforts gradually. Gradual scaling allows you to monitor the impact of increased investment and make adjustments as needed. By taking measured steps, you can mitigate risks and maximize your chances of success.

Remember, there is always an element of risk involved in business ventures. However, by applying these steps and continuously learning from your experiences, you can increase your confidence and overcome the fear of investing in a non-winning product.