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…actually episode 218, I talked about the five big take aways from the summit that I attended.
I also had on a guest that I met there, a seven figure seller, that shared some advanced marketing strategies and techniques using email and Facebook ads and really some cool stuff and that was episode 219. Those episodes will be linked up on the show notes so if you guys want to check out the show notes, head over to this episode which will be theamazingseller.com/221, that’s 221 by the way. You can go check that stuff out, there’ll be transcripts too as well so you can download them or read them on the blog.
This here is a presentation that I did there and the topic that I was talking about was ‘How to use Amazon’s tools to launch and rank products’. Everyone that attended there, I think we had about 60 plus in the room and everyone there just came up afterwards and just really enjoyed it. A lot of people that were there, they might have been already selling ecommerce but not selling on Amazon so it was a great presentation for them as well. If there’s any ecommerce people out there that are tuning in right now, this will be a great episode for you to listen to as far as how to take your product and get it launched on Amazon and kind of get things moving. That’s what I wanted to do here. Now, some of you have wanted to attend our live event that we do now, we’re starting to do more of them. We’re actually planning our second one right now, it’s called TAS Breakthrough Live. If you want to attend one of them in the future, they are limited, we only offer 30 spots.
[00:02:02] Scott: 30 Amazon sellers can be in one room together with us, it’s amazing by the way. If you want to know more about that and maybe register or be on the wait list, you can head over to theamazingseller.com/live. Any time that I will be speaking or if I have any of our own events I’ll post them to that list so if you want to join that head over and do that and there’s going to be some cool stuff on that page anyway.
Right now there’s a highlight reel from our last TAS Breakthrough Live event so definitely go check that out and I would love to meet you in person. Everyone that I’ve met in person to any event that I’ve been so far has just been awesome. It’s been so cool to be able to meet you and shake your hand and hear your story and just really get to know each other a little bit better. Any time I can go out to an event or meet up with the TAS listeners I’m doing that, I just love it. It’s awesome to be able to meet everyone in person.
Alright guys, I’m going to stop rambling now so you guys can listen to the presentation that I did at The Sellers Summit and I was talking all about ‘how to use Amazon’s tools to launch and rank products’. Enjoy this presentation that I did here, live, in front of about, well, 60 plus people. Alright, so, enjoy.
[00:03:16] Scott: Now that we’re ready to rock and roll, I want to thank everyone for coming, number one and you guys are proud of yourselves that you’re actually here because a lot of people are out there wondering how they’re getting started and you guys have taken the step to get here. I want to also say to Steve Chou for putting this on, this is amazing. One reason why I really wanted to do this event with him and be a speaker was because I wanted to teach stuff, not just like have theory and I think that’s what a lot of these events do and they’re great, they leave you excited and motivated. If any of you guys know me, I’m a big advocate of being motivated.
What I want to share with you today, and I’m going to go through all my story and all that stuff, I’ll touch a little bit on but this is what we’re really going to be talking about, how to launch your product on Amazon and start getting sales. Now, right this second, I just kind of want to do a little bit of a poll of how many people currently right know have a product that is on the Amazon? Raise a hand.
Alright, so we do have a few, that’s great. We have a lot that don’t that’s really great because you guys are going to be started with a clean slate. If you already have a product launched though, a lot of times you launch your products and it does okay but there’s a lot of things that we can tweak and redefine. I just was in Denver and we had a little meet up there and there was one simple tweak that we did that we had a product that was doing 50 sales a day. Within one tweak he went to 70 sales a day. That’s what I’m going to share with you guys today. I have one little tweak that we kind of worked out within his business. I doubt that it’s going to happen all the time if you know how to optimize, if you know how to give Amazon what it wants, you totally can do that stuff. Are you guys excited to be here?
[00:05:06] Audience: Yes!
[00:05:08] Scott: High energy, sometimes a lot of people say, “Scott, how much coffee do you drink?” Today I didn’t have any, I’m trying to tone it down a notch but I will have one later. Anyone here listen to a podcast called The Amazing Seller Podcast? We’ve got quite a few of you. Okay, good, you guys all know my story. If you don’t know my story, really, really quickly, just to get you guys caught up, my wife and I decided to go into this Amazon thing, started to hear a lot of buzz about it. It wasn’t our primary business, it was going to just be a revenue stream and still that’s what it is. I’m a big advocate of all secondary revenue streams, diversifying and all that stuff. We’ve always dabbled as entrepreneurs and we’re always kind of getting distracted with shiny objects, any one here getting distracted?
I think we’re all the same in that, right? There’s a lot of shiny objects. The one thing I want you guys to walk away with though before I finish up that part of that story is, you’re going to walk out of here, this room, alone, but all the other sessions that you’re going to be checking out, you’re going to walk away with a lot of ideas, a lot of things you can do and a lot of things that will work. You’re starting here, you need to get here and then you need to get here. All of the other stuff is great but you don’t need to worry about that stuff until you get from here to here.
Just again, a little bit back of how I got started this thing. My wife and I were photographers for quite a few years, built a pretty successful business in that, locally, brick and mortar so I know a lot about brick and mortars space. From there, we went ahead and started selling digital products online and teaching people how we were able to do it, people that had never been to college before, never had any training for it, we built that into a business, people always were asking us. I started learning Photoshop. Long story short, we started selling digital products online pretty successfully, still selling today in photography space. We loved it, my wife loves photography, I love it, I love the editing part of it.
[00:07:08] Scott: But we’re always looking, entrepreneurs, you see something, cool, we’ll flip houses, we’ll do this, we’ll do that. I’ve done all that stuff and I still do some of that stuff. But what really got me excited about Amazon was it was so close to a digital product. Here’s why. FBA, Fulfilled By Amazon, you ship products at them, they send the product to your customer, they handle a lot about the customer retail arbitrage in the room pretty much, so I wanted to go through that. But basically what that was to me, it was that was work.
For people that are just starting and want to kind of learn the process I think that’s a great, great step but for me I didn’t need that, I didn’t need this as my revenue stream, I just wanted it to be an extra bonus. To see if I can build this, to prove it to myself that it was worth putting more time into it. I want to be able to, again, give you guys is like a launch strategy that’s worked for me. It also has worked for a lot other people now especially because of the podcast and because I’ve just been able to help a lot of people in this space and it just works over and over and over again.
There’s things that have changed, I’m going to show you what’s currently working now. How do I manage the slides, just hit the clicker here. Maybe that’s why. How about I just do this, here. Okay, I don’t know if you guys know, this is my co-host, my podcast, it’s Brody my dog, he usually spends some time underneath the desk when I’m recording. When I started the podcast guys, I started reaching out to Chris Guthrie and guys I followed. Chris Guthrie everyone, in the house, right? He’s the guy that I followed. I mean he was on Pat Flynn, you guys probably know Pat Flynn, I really looked up to Chris and everything he was doing and he was doing a lot of stuff years ago in the affiliate space of Amazon.
[00:09:12] Scott: So I kind of knew that stuff but it still seemed like a lot of work building up these sites, getting some traffic and stuff. Being able to reach guys like him and have them come on the show was to me like, I can get private coaching from these people if I have a show, so I can learn and educate myself from having a show. I could also learn and then teach people through the journey that I’m going down and I’m able to reach people like you. That was the reason for the podcast and I’m really glad that I did it because it, again, it connected me with some really awesome people and even being friends with Steve and there’s Brody and me in the morning answering emails. That’s usually what we do, he’s my partner and he’s my co-host in my Amazon business.
I’m not putting this up here, I hate screen shots, when people throw them in there, mine are actually small for a lot of people out there but this was what really proved it to me, this was a six month run. You see that giant spike right there, that was a promotion that we did and I’ll talk about those in a minute. This is a launch process that I did, this was the first six months for me so this was like, “Holy crap! This thing frigging works, like we got to focus a little bit around this.” My wife was excited, I was excited but this really is what proved it to me and I think the numbers don’t lie. To me it is, again, I’m not throwing up the numbers to say like, “look at that” and bragging. I’m not doing that for that reason at all but honestly it’s a lot of people, maybe even people at this event, I know there’s a lot of people at this event they’re doing more than that.
To me it was a validation piece and that’s really what I wanted out of this thing. You need to understand how Amazon works and how to leverage their platform, that’s the big thing you need to understand. It’s one thing to just throw a product, I hear people say, “Scott, I got a product, I launched it and it’s not doing anything.” I ask them what they did, what have you done so far to launch that product and they say, “Well, I just put it up there and I put my title in there and put up a couple of images, and sweet, and just wait for the phone to ring.” Kind of like, I’m a photographer, I got to get people to know about it.
[00:11:17] Scott: Amazon is the same way. You can put products up there, sometimes you can get lucky but for the most part, you have to give them what they want and you have to be able to leverage their platform. The platform is humongous and we all know that it’s a huge, huge platform. Why you should launch on Amazon first, and again, a lot of people are talking about ecommerce here and that’s awesome. If you’re just starting especially, you don’t need a website a large social presence, email list or any of your own traffic if you start on Amazon, you’re tapping into their traffic, you’re tapping into their… There is a big, big platform to tap into. I mean, they’ve got all the tools, they’ve got all the marketing already dialed in for, you just have to get the product there.
But again, this stuff you don’t have to have to start. That’s the thing that really excited me especially when I got started in this thing. Amazon is a search engine for buyers, understand that, let that sink in, it’s a search engine for buyers. They’re not going there to see how to learn how to how to tie a certain knot, they’re going in there to buy a product. 244 million, I know I just heard that and I think Steve said 250, it’s probably increasing in size since I pulled that number. 244 million credit cards on file.
I know everyone in this room buys on Amazon almost certain, prime, some people say it was not for the older generation. My father is almost 72 years old, loves Amazon Prime. It doesn’t matter the age people are using it, just understand that it’s a huge platform for us. Amazon is ready to launch a new product because they do all the heavy lifting, like I said before, Amazon FBA, Fulfilled By Amazon. You can fulfill it by merchant too, you can fulfill it yourself, you get an order, you package it up, you bring it over to the post office and you send if out. But Amazon does all the heavy lifting if you let them do it, not to mention all of the marketing.
[00:13:14] Scott: If you already have any ecommerce, does anyone in here already have an ecommerce store right now? Got a few people. Okay, everyone that currently has one, you should and you must launch your products on Amazon. I’ve done interviews with people on the podcast who said they started an ecommerce store not knowing to really go launch off on Amazon. They have this great platform of traffic coming in, which is great, but then they see your product and they just put it right up on Amazon and they’ve all start getting sale. I heard this one guy say, “It was like I was getting recurring income.” Just for taking my product that’s existing on this ecommerce store.
I just talked to a guy last night that he has 300 plus business coming through his blog or his ecommerce site and he’s just started to think about how he can get his product. He’s in a little bit of a difficult situation since he’s got a certain item that Amazon doesn’t really like to sell around but there’s a way around that. Actually him and I are going to talk later, we’ll figure that out.
If you just started, Amazon is a great way to test and validate products or the market and I say or the market because a lot of people just want to grab that widget and they want to sell it. Think about the market that you’re going to be serving to, that’s the big one, think about the market. If you’re selling fishing rods, you’re selling it to the fishermen in that market. And then the product line that you’re going to create for that. It’s a great way to get a product on and say “yes this thing works” or “no this thing doesn’t.”
Is anyone in here listening to Pat Flynn? Few people, not as many as I thought. Okay, well, he just released a book called Will it Fly, it’s all about validating a product. I don’t even think he talked too much about Amazon and I should probably give him a call because Amazon is a great way to test a product. Tim Ferriss, he had said in one of his books that he read a Google ad to basically just a fictitious product, was he there yet? He just wanted to see if he could get clicks. If he can get clicks and people to enter their email addresses for interest in this product then it was a good path.
[00:15:17] Scott: Amazon allows us to do that which is really, really awesome. Okay, so my Amazon experiment, that’s what it was, for me it was the Amazon experiment. I researched, Greg Mercer just went through the research, there’s nothing else I can really give you there. Actually, Greg, I met him through the podcast. Him and I have become really good friends but it’s all about the research. If you do your research and you do the numbers your risk goes way down. All you have to do is understand the numbers and you can test things really, really well with a low number of units. You don’t have to have a ton of units to take take them on. Basically I research, I validate the product through research again. Not guessing, I wasn’t like, “Hmm, this product looks like it will sell, should I sell it?” or “Do I look at the numbers?” I look at the BSR or I use a tool like Jungle Scout and I go ahead and say, “Yeah, this thing is selling, I think I’m going to go ahead and give this thing a try.” You’re not guessing.
Then I launched and that’s what really proved it to me, is being able to launch. I mean, I was a believer because my first 90 days, $40,000 in revenue, not profit, revenue. Six months, $118,000, four months $305,000. That to me was validation. I bet anybody that starts a business and they think to say, “Wow! My first 90 days I did $40k just to validate whether I make money or not.” That right there, again, was proof and validation for me after we launched.
Step one is your product research, step two is sourcing. I don’t really talk too much about sourcing and my presentation isn't really about sourcing but Fred covered a little bit of it and you guys probably already know, it is not… I can talk about it on the podcast because there’s going to be people here that can help you with that but really, go to Alibaba, go to AliExpress on global source, any of those if you want to go overseas, are great places just to go ahead and start sourcing products. Find the agent, you can go to Upwork.com and find an agent that can help you find sourcing, all of that stuff.
[00:17:19] Scott: I’m not going to cover all that stuff. That’s basically what I had to do, product research and then from there we had to go and get it sourced. With the product launch, you’re not just taking that product and just putting it on Amazon, we’re putting it on Amazon to give them what they want, so they say, “Hey, there’s someone new here.” Now, we need to give Amazon what they want and when we do that they’re going to help us sell our product, they’re going to help you and I’m going to tell you why here in a minute but first you need to understand how the platform works.
Now, let’s just have a run through really quick. Okay, let’s just say, for example really simple, really simple, right? A buyer searches for a product, hah, look at that, a garlic press. They type in garlic press. They are going to go ahead now and once they do that keyword search… Now just pay attention to where it says keyword because that’s really important to understand because if you are going to Amazon, you’re not really going there for a brand, unless you’re registered and licensed like Nike, something major. You’re going after a keyword like garlic press or marshmallow sticks or whatever it is. They’re generic keywords. That’s what you need to understand, keyword is key.
Amazon then is going to list relevant products. Again, Amazon wants to give you the buyer, they want to give you the most relevant stuff. They want to give you the most relevant stuff so Amazon got a list the most relevant stuff and then from there buyers going to land on page one. Page one has all the relevant stuff, and you can see, I mean, everything there is relevant. I did one search and I came up with those results right there. Then the buyer lands on the listing and we’re going to talk about these different components here. There’s a lot of components that go into a listing and we’ll talk about them. But then once the buyer clicks on that product, they make a sale right? So you go ahead and buy or purchase it, they add the little add to cart button, and now I’m going to add my credit card in. Boom, I click it and I got a garlic press coming to my house.
[00:19:22] Scott: The big question is, you guys probably want to know too, how do we rank on page one, how do we do it? Does anyone here want to know how to rank on page one? That’s the magic, because if we can have our product there when somebone searches for garlic press, we’re probably going to get some sales. That’s where we want to be. I can use the tools like Jungle Scout, or even if you just do your old fashioned like just look at the BSR numbers over time and track that stuff. If you do that you’re going to start to see how many you’re selling and if you do that research you’ll know that you get to page one for certain keywords. Not just one keyword, we’re talking many keywords because everyone who tries to go after just a garlic press, what about the stainless steel garlic press? What about the long handle black garlic press? Or all of these other terms that could be searched for that you would want to be ranking for.
The bottom line is sales relevancy, that’s the simple formula. Sales relevancy. We’re going to talk about both of those but you got to understand something, Amazon cares about one thing, actually two but let’s just say the big one is sales. If you make sales for Amazon you’re going to take notice that they’re going to start giving you rank. Why are they going to give you ranks? Well, because they know that you’re selling because people are buying through a certain keyword, that’s the relevancy.
We want to feed Amazon and give Amazon exactly what they want so this way they can help us sell the product. We want to be in that number one spot, we want to have the best seller badge, we want to have really good reviews that show up on that first page, that’s the goal. You don’t necessarily have to be number one position to get sales, we’re just talking page one. Because just because you’re number one doesn’t mean you will get all the sales, lots of times you will, it doesn’t mean necessarily you will. Again, if you look at Greg’s model which I believe in totally, if you’re looking at the top ten listings and you can get 3,000, basically your debt, 3,000 sales a month that are being generated through those top ten and you can come in, somewhere in there, make position five, you’re going to get ten sales a day, that’s 300 sales a month.
[00:21:31] Scott: $100 a day. I do my ten by ten by one strategy which is basically, you got $10 profit on ten units sold on one product, that’s 100 bucks a day. You got 300 sales a month, do the math. Now, additional marketing, again, Amazon’s going to do it for you. ‘Frequently bought together’, customers who bought this item also bought this. Another great research tool guys is this, go to Amazon and use Amazon. Go there as customer, see what they’re feeding you, look at the ads, look at the things that are popping up at you like the ‘frequently bought together’ or ‘customers who bought this’. That’s a great idea to bundle something there right, because maybe they need that something similar that you can do there.
So, they’re almost giving you a product line that you can launch just by looking at their data because they want you the customer to get what you want. The more relevant they are to you, you’re going to make more sales, right? Then if you’re the one that has those products you’re going to start to get the sales. The magic sauce is sales, that’s the magic guys. If you get sales, they’re going to rank you. They not just going to rank you randomly, they’re going to rank you because people are searching for stuff and then buying your product, that right there though is the secret source.
How to rank for keywords and convert to sales, that’s the big question. What are we going to do? How are we going to do this? Well, I’m going to show you exactly what I’ve done and what other people that I’ve taught this have done as well and it works really, really well. Let’s kind of go through this again. Again, I want this to be actionable, I know Steve said he wants it to be actionable so I want you guys to walk away with like step one I can do this, step two, I can do this in step three. I want you guys to get a lot away from here and it has to be stuff you can actually do.
[00:23:22] Scott: Let’s just go through this process again to really, really drive home. You’ve got the keyword search, garlic press, someone types that in. They go to page one results, they see the different listings that are there. The thumbnail, this is something I want to pause on for a second. Your thumnnails grab attention. We’ll talk about the optimization too because this is a big part of it, your thumbnail is going to grab that attention. If they’re looking at a really lousy picture there, they’re probably not going to click on your ad, it’s probably going to look like your ad. It’s going to look like a crappy product. So your thumbnails are going to grab the attention.
Then once they’re kind of interested, again, they’re interested in the product because either it’s got some accessories that are there or maybe it’s a different look to the actual product or maybe there’s some reviews there that are pulling at them, or maybe it’s the title, all that stuff has to do with it, we’ll talk about that but then once they go ahead and there are kind of convinced that they want to dive into that listing, boom, they move into the listing. Now they get into the listing, they get to look at the bullet points, they get to look at the description, all that stuff. Then once they’re convinced on that, then they go ahead, they click that magical add to cart button and then the results are Amazon ranks for that keyword.
It’s that simple. Garlic press, look, see the top ten, 16, whatever, find one, click on it, go over, make a sale, Amazon takes notice of that, their algorithm takes notice of that and eventually you’re going to start ranking for that. Not with just one sale, it’s sale after sale after sale after sale. You’re going to start ranking for those keywords and the key is you want to focus on a handful of keywords but it’s going to get a lot wider than that and a lot deeper than that. That’s where it can get really advanced when you start getting into Amazon pay-per-click and stuff. We’ll touch on that definitely. I’m going to open us some time at the end for questions because I know there will be questions but that’s basically what we’re looking at.
[00:25:23] Scott: Everything is driven by sales, just understand, sales, sales, sales. How do we get sales? If we get sales, we’re going to rank and again there’s other different ways, different tactics out there that people that people have done to pass. I’ve done myself, they call it the super url or keyword loaded url where you kind of, you act as though it was searched for by the customer and it worked. It’s not working so much and that stuff again is short term because even though you can rank, let’s say you’ll be in page one but you got a crappy product, guess what, you’re not going to have sales. If you don’t have sales, you don’t rank.
We can get the ball rolling but if you have a lousy product, it’s not going to matter, it’s not going to matter one bit. You will get the ranking and then you’ll lose the ranking just as quick as you got it. Let’s take a look at this real quick. Your title plus images plus reviews equals conversions aka sales. Your title is going to help you get found. You’re telling Amazon, that’s like one of the biggest sections of the listing that helps you get ranked because it’s weighted the most. It’s kind of like a lot of you guys that maybe follow Chris Guthrie’s stuff of the Niche Sites and all that stuff, your title and your blog post or long tail [inaudable 26:40] we’re going to be talking about that. That all said, your title in your blog in your content is like the most important that they look at.
Your title is going to help you get discovered. It’s going to help you get found. Your images are going to do the attention grabbing. It’s going to prove that the product is good by the look of it and it’s got to get the attention. Your reviews are going to let people feel safe about buying that. They’re going to tell them what’s good, what’s bad about it. If you don’t have any reviews, zero reviews, it’s going to be a lot harder to get a sale if you’re going against people that have 1000 reviews. It’s the old fashion like you know word of mouth market. If you’re going to have your house painted it’s like, “Hey Joe, who painted your house?” and it’s like, “Sam did it. He’s really great, he’s clean, he picks up after himself,” and you’re like, “Give me his number,” and you hire that painter. We’ve got reviews now that we can actually use to our advantage but also, a little side note here, Greg talks about this, it’s another great place to get intel on your market. Think about that.
[00:27:44] Scott: I go back to when I was in business with my father, I was 19 years old. We were building a construction business. If I had reviews on people saying what my competitor was complaining about and we could do a better job, that would have been a huge advantage, didn’t have that. We’ve got that today. You can go right there in the review click all three stars, two stars, concerned about we’re going to knock all those problems out. We’re going to call those all out in our description to make our product better, it’s that easy to do that. Title plus images plus reviews equal conversions and again we talked about what do sales do for us? see if you guys are awake.
[00:28:18] Audience: Rank.
[00:28:18] Scott: Rank, right. Come on I want more energy on that, it’ll help us rank and that’s what we want to do. That’s our goal here all right. Reviews help to increase conversions, they do not help us rank indirectly. I want to stress that. People think, “I’m going to get 1000 reviews, I’m going to rank.” Doesn’t work like that. The reviews are conversion mechanism to help you convert to a sale because people look at the listing and they go, “This is a great product.” People are saying they like it. Sale. The sale ranks.
The review is just a conversion mechanism of the actual process as far as the ranking. The three day components to rank are one, optimizing your listing, which we’re going to talk about; two, reviews that give you the social proof that will make people feel comfortable to want to buy from you and then three, your conversions of course sales, right. You guys are going to walk away going reviews, sales, optimization. That’s what you need to understand when you’re trying to rank.
Let’s talk about the listing. To optimize your listing these are the different things that we have control of, that we can actually help tell Amazon what we should be ranking for and what our product is about. Number one is keyword loaded title. I don’t want anyone to stuff up a title. I don’t want you to just start randomly plugging in all of these different terms in your title just because you think it’s going to help you rank. What you want to do is you want to find the top ones you think they are like what are your main ones that you wish you could rank for any one or two keywords, those would be the ones. The other keywords are going to be natural, just different words that you would put together all right because there’s other places that we can have keywords in our listing that don’t necessarily even have to be seen.
Number two is your images and that’s going to grab that attention. A lot of people don’t focus enough on images because the images to me are really, really important because it gives you that perceived value. Did you have a quick question because I’m going to do a bunch of questions at the end?
[00:30:24] Speaker 1: Yeah, first one about keyword is it better to make it readable or is it better to make it searchable?
[00:30:31] Scott: Readable, yeah. Absolutely and I think actually in the future that’s going to happen where Amazon will start to see that and then they’re going to start either suspending your listing temporarily to fix it or there could be either a bot in there that will pick that’s tuff up. Always readable, always has to make sense, do not stuff in those to just try to get extra word in there, good question though.
Now to the images like I said, you want to make sure that those are really high quality. I can’t stress that enough. A lot of people say, “Where do you get your pictures taken?” Well, my wife and I were photographers but if I was to do it without having my own skill set, I would got to a local photographer, go to a local photographer. I had people when I was in the business say, “Hey Scott, will you take some pictures for us, we’ve got this garlic press we’re going to sell.” I’d be like, “Yeah, that beats a newborn that’s crying and you can’t get any pictures of the newborn, right. It’s easier taking up a still image right.” I mean 200, 300 bucks for some really nice, high quality, high definition images. The reason why it is important also because Amazon wants those images to be really clean because what also it will do is it will engage a roll over feature.
If you have 1500 pixels by 1500 pixels and I’ll talk a little language there that might not make sense but just understand 1500 pixels by 1500 pixels wide will engage the roll over feature because it gives a large enough image size. What that means is, you probably know this, you take your mouse and you roll it over top of the image, it zooms in on it. Well if you zoom in on a crappy image, it’s not going to sell your product, right. Your images are so, so important.
There’s so much things you can do in your images. We talked about this a couple of weeks ago at one of our events and we were talking about how to make comparison. Now, in your main image you have to have the white background, that’s it, it’s just got to be the product but in your other images you can have comparisons, you can have the pros and the cons or maybe you can have someone with a garlic press. Have you seen infomercials that they pinch their finger and their like “ow” then you got another person’s like, “No, mine is good, mine doesn’t pinch your finger.” right.
[00:32:35] Scott: You want to show the benefits, you want to talk about the features but more about the benefits than anything. You can do that in images. It’s a really smart thing to do. I jumped ahead here. I want to jump back because I want to talk about bullets. The bullet points again, another area to let Amazon know what your product is about. Remember, we’re trying to tell Amazon what our product is about, our listing. Give them as much detail as you can. The bullets you want them to be benefit driven and then features. People buy for benefits, more so the features in my opinion. What’s it going to do for them? What’s it going to fix, right, bullets?
Your fourth thing is your description. Again your description I think is less important as a conversion mechanism because I don’t know if people really scroll down that far, I know that because we’ve talked about that, ourselves, Chris and myself. People don’t read a lot of times so they’ll give you a refund and you’ll be like, “It was written there.” That’s because they don’t read so because of that the description… I usually fill out he description not necessarily that I think people are going to read it all the way through because you put a lot of stuff in there but it will let Amazon know what your product is about. So when you start to do other things like ranking but also use Amazon pay-per-click, it’s going to allow them to scrape your listing and say, “oh this is what this product is about.” Just understand as much information as you can put in that listing, the better, without stuffing it. That’s your description and then number five is your backend search terms. This is something really, really cool. They just actually up’d that. It used to be 250 characters but now it’s 5,000 which is really, really awesome.
In the backend of the search terms, you’re able to tell them, “Amazon, I want to rank for all of these. This is what my product’s about.” Now, if you put some bogus keywords in there, probably not going to be good. What I always tell people is definitely only give them what your product is relevant for. You don’t want to have someone see your garlic press looking at fishing poles. It just doesn’t make sense even though you know there’s a ton of traffic over there, right. Who cares, it’s not relevant. Give to Amazon what they want and they will take care of you.
[00:34:38] Scott: The backend search terms, we’re going to talk more about that. Just to kind of give you a little bit more of a visual, the optimized listing looks something like this. In this case, the one thing that this person did that I wouldn’t have done probably until maybe they’re at the stage that they are at right now. They put their brand name in the title, Alpha grillers, right. I wouldn’t have wasted that space in the beginning. They can at the end if you really had a big brand you might want to do that. I would just start off with garlic press and peeler set or stainless steel mincer and silicon tube roller. Tell them exactly what they want. There’s no proof of it right now. I don’t have any test that I can say for sure but I believe that your first section there is probably weighted the most. I can’t state for sure but I just have a hunch. They’re doing okay, they’ve got a ton of… Because they are ranking like crazy so because of their ranking, you can play around with that. Put your brand in there, feel good about yourself, put it there.
If I was to start this from scratch, it would be garlic press and peeler set or maybe I’d do stainless steel garlic press and peeler set and then I’d go maybe like mincer and silicon tube roller or something like that but you can see right there, again, it’s a good title but you can see it makes sense. You didn’t stuff anything and then in there we got bullets that are down below and they give you, generally depending on the category, they give you five bullets. I’ve seen some higher than that. I think it goes up to about 10 but use what they give you. Again, just use what they give you.
There’s the bullets I outlined here as you can see here, solid stainless steel press, press, unpeel garlic and ginger, easy squeeze, easy clean. Want to peel clovers for slicing? That’s a little tactic there if you want to add a question there because a lot of times if I ask you a question, you immediately give yourself an answer. It’s kind of like a copyrighting type thing and then lifetime guarantee, love it or have your money back.
[00:36:32] Scott: Always you can put the warranty or guarantee there but you got to honor it too. I know some people that are putting the warranty in there and they’re not going to honor it, don’t do that. If you’re not going to honor it lifetime, if you’re just going to not do it then don’t do that, be ethical about it. Treat it as though it’s a real business.
Your product description like I talked before, they done some nice formatting here. They don’t allow html. They do have some code that they’ll allow you to do, some html code just like bolding stuff. I think they’re going to be getting rid of that but wherever you can put line breaks to just make your reading easier, do it, but this case it’s really just taking the benefits and the features inside of the bullets and reiterating them in the product description. Again another place for Amazon to say, “Oh, this is what this product’s about.” They’re able to know once you start to get into their algorithm.
This is the backend. This is the backend, what it looks like. In your keywords you’re going to have search terms. One little tip, when you put these in there, make a note of this, when you put your search terms in there don’t use commas. There’s been a lot of people that have said they have used commas but they haven’t realized that if you use commas and we know this because one of our students was actually… We were on a hangout doing a kind of like a hangout for our class and she was complaining that she only was showing up for like three or four keywords when she was doing suggested bids in her keyword and in her ads which I don’t want to get too crazy about, just wanted to let you guys know that.
We said, “Do you have commas in there?” and she said, “Yeah, I actually do.” She took the commas out and within like 15 or 20 minutes she came back and she goes, “I just want to chime back in. I got a ton more keywords now that I’m showing up in my suggested bids in my keyword.” It clearly shows you that Amazon doesn’t take all of those keywords after you start putting commas in there or dashes or any of that stuff. Just keep it clean, all you need is a space. The other thing you have to understand is you don’t have to repeat your keywords. It doesn’t have to be like, “Garlic press, stainless steel garlic press, black-handled garlic press.” It’s just got to be garlic press, black, stainless steel, long handle, whatever. Just say it once. You don’t have to repeat it. They don’t want you to repeat it.
[00:38:48] Scott: Okay, so then the next part of this little launch process I’m going to be talking about is like the review push and a lot of people often say, “Aren’t they coming down reviews? They can ban you for that?” Well they can if you go out and buy reviews. That’s what everybody is talking about but we’re not talking about that. We’re talking about actually giving our product away for a dollar, two dollars, free, whatever you want to do through coupon code, okay, not necessarily to even get sales so we can show Amazon we’re making sales, more or less to get a base set of reviews because we want our listing to have some reviews so we show we’ve got some social proof.
Just to be honest here, when you’re going to one of these review groups, at least the good ones, review kick, Greg Mercer, you guys ever try that? Check it out, works really good. What it does is there’s people signing up to this list, they’re raising their hand going, “I would love to review real products from Amazon in exchange for my unbiased review. That’s what I want to do.” What’s wrong with that? It says in our terms of service they’re okay with giving away products for unbiased review, says it right there. That’s what I’m talking about. If you’re talking about going to Fiverr and trying to hire someone to do fictitious accounts to get your reviews, yeah that’s bad, you don’t want to do that. We’re doing it so we can get real people to review our product and give us real reviews so this way here we have our listing go up and we start to rank, we don’t just have a blank listing with no reviews. We want to get some social proof there.
The other thing I want to put in there is as you’re doing these reviews you want to follow up with your customers, you want to follow up even if you just manually type them an email. I used to template at the beginning and I would just write them and basically say, “Hey, I wanted to make sure everything arrived okay. Want to make sure you’re satisfied, if not, let us know. We’re a family run business.” I put that in there too, family run business. People love that. I’ll get response back from people saying like, “Wow, that was really awesome this person actually cared about to respond.” I just follow up with them to make sure that they got the product.
[00:40:52] Scott: I don’t really ask for review right there. I just say “just want to make sure everything’s there.” Then maybe three days later, I’ll follow up with them again and then I’ll ask them, “Hey, if you have any problems let me know but if you could do me a small favor, Amazon really, really loves our customers to leave reviews and let them know of the experience. Could you do that for us? Could you leave us your honest feedback over there.” Then we get an honest review.
The other note I want to put here is understand this, people search for keywords and people buy from recommendations, basically reviews. The recommendation is the guy who says, “Who painted your house?” “Joe did.” “Good, I want his number, he did a good job.” That’s what a review can do for you and people search for keywords they don’t necessarily search for a brand. Sometimes they do but most times they don’t. The sales will come from the keyword and then from there that’s how you’re ranked. Now, Amazon sponsored ads. This is an amazing opportunity that we have. We’re able to take our product, put it in front of potential 244 million customers active. Now we can actually rank on page one on day one in a sponsored ad if we want to pay for it, that right there is amazing.
I know there’s going to be a lot of outside traffic stuff talked about at this event which I think it’s all great when time’s there but in the beginning, you need to capitalize on this because you’re able to take your product and put it in front of buyers in the Amazon platform like on day one if you want to. A sponsored ad is basically that, you’ll see in response and you’ve probably seen them, all right, and then you’ll see them usually on the right hand side, maybe just on the right, maybe just on the top, maybe they’re in the middle. They’re mixing it up all the time, they’re always experimenting with it.
[00:42:35] Scott: Another thing that they’re doing all the time that you guys can benefit from and then right there in the middle is. This one was the organic search so that person’s ranking there for that keyword. If you would scroll down on his page, you would see that everybody else is organically ranking.
Those are positions that are right there, day one if you want them, you just got to spend the money. Now, I’m going to share with you why I think that sometimes spending the money is worth it even if it’s break even. Understand that this is the ranking process. When someone searches using a keyword, buys your product, Amazon’s going to start to rank for that keyword. You guys have already heard me say that probably 10 times because you have to understand that. If people search for a keyword and find your product, land on it and are convinced to buy it and then they buy it, it’s like a little notch for you and now all of a sudden you’ve got potential to start ranking for that product, so really, really important to understand.
The other thing to understand is that when someone searches for your product and they land on a pay-per-click ad, your Amazon sponsored ad and they buy your product, guess what, you start to rank for that product or for that keyword. It’s the same difference. Amazon knows it because you said, “I want to rank for garlic press.” Well, you got the impressions, you got the clicks, you got sales. We should probably rank for that product because they’re getting sales. Understand that we have the power of the tools that they give us to use and you don’t have to overcomplicate it. This is, again, just an example of how pay-per-click can really work and especially in the beginning.
I did a little experiment one month, I spent $1,200 in Amazon pay per click. Does everybody know what this pay-per-click is? I keep randomly just saying that. Everybody know what pay-per-click… It’s a bidding system. I can say I want to bid on garlic press and my listing is going to show up and I’m willing to spend up to a dollar. I might only spend $0.50 but I’m willing to spend up to a dollar and then maybe someone else is going to say, “Well, I want to spend a $1.5.” Now my position might be third in line and then theirs is going to be number one. It’s a bidding system but it’s inside of Amazon. We have access to this which I think is amazing.
[00:44:40] Scott: 105 sales for Amazon pay-per-click, I was able to do 1,525 sales from search. Not all 1,525 sales came just because I did pay-per-click but I guarantee that I’m ranking for a lot of keywords because of the 105 sales and because that helped me get to 1,525 sales in organic. Just understand and I want to put a note there, I did a little bit of a reverse search online. Currently at that time I was ranking for 1,700 keywords, 1,700 keywords because I have them all in my optimization, because I optimized my listing and because I was running pay-per-click and you want to take that 1,700 keywords and you just want to keep expanding it, expanding it, expanding it, so now all of a sudden you’re ranking for 10,000 or 30,000.
Long tail Pro with Spencer Haws, talks all about the long tail. It’s not about the garlic press, it’s about garlic press for grill for dad, that’s a keyword. You might only get one sale a month out of that but guess what? You only pay for it when someone clicks on it and then if they convert to a sale you get the benefit from it. Really, really important to understand that. I’m going to give you guys and again I’m moving really fast, I got to get through this and I want also to do some Q&A but I’m going to run through this. I’m also going to give you an exact strategy that I used recently. This right here is a really simplified way, it’s a start with Amazon pay-per-click. It’s what I call my ranking strategy, real quick start strategy. I just did this about two weeks ago on another couple of products, works really well.
Here’s what it looks like. You set up your pay-per-click ad and it’s really easy, their platform. If you guys have ever seen Facebook ads, they’re easy, this is even easier. You basically just set up your pay-per-click ad, you set it to auto-target. Auto-targeting is saying Amazon… Again this is where relevancy comes.
[00:46:30] Scott: This is where the relevancy comes. See how it’s all starting to come together; title, bullets, description, backend keywords, relevancy. For relevant, now we start running our auto-campaign, they’re going to look at our listing and go, “We’ve got these keywords that people have bought garlic presses for, we should probably show your ad against that search.” That’s how that works.
Here’s the really cool thing, this gets even better. Instead of auto-targeting, the daily ad budget, I usually like 25 bucks. This way here I can’t get really hurt. I set my cost for click that means that’s as much as I’m willing to spend up to $0.75. I run that for 7 days then I pause that campaign then I run the report and this is where the magic happens. I run that report and in that report, Amazon tells me all of the exact keywords that they put in front of all my potential buyers. That’s freaking powerful because now they’re giving me this data. They’re saying like, “We thought that all these keywords people that would search for this would look for your product and they would buy your product.”
I did it over seven days and then I pulled that report. Another little side note, Amazon is really slow on reporting so you might take three days before you get any data back. I get people that say, “Scott I’ve been running pay-per-click for three days, I spent 75 bucks, I got a ton of clicks, I got no sales.” I said, “Just give it seven days.” They come back after seven days, usually, “Yep, you’re right. The sales started coming in.” Because people add to their cart, they don’t check out and all that stuff. It takes time and Amazon slowed it for reporting, something they got to work on actually.
Run that for seven days, run the report, then got to take that report and look at the keywords that Amazon targeted. I look at the impressions and the clicks and the sales. Impressions is just basically how many times your ad was displayed. If you open a page and your ad shows up, that’s an impression. If you refresh that page, shows again, it’s an impression, impression, impression. You might get keywords and get thousands of impressions but get no clicks, that right there is probably a conversion problem but your impressions, your clicks and your sales they give us all that data.
[00:48:35] Scott: I take the really good keywords that converted and I create a new campaign using the converted keywords, the ones that got clicks and the ones that got sales. I put them into their own campaign. I run my own daily budget of 25 bucks. I might only have 10 keywords but guess what, that’s 25 bucks is focusing on that set of keywords. We do that and then from there we just set that same daily budget and we just run that. We look at the impressions. One little tip and this is happening, it’s why I’m putting this out. Look at the impressions after you start that. If your impressions are low, if you’re like, “Wow, I’m not probably getting an impression.”
If you don’t get any impressions you’re not going to get any clicks I can promise you that. You need impressions. If you don’t get impressions and they’re low, it’s probably because you’re not bidding high enough. You’re bidding $0.75 you might need to bid a dollar so raise it to a dollar, wait a day, come back, see how your impressions are. Did you impressions go up? If they did, good, if not, a buck 25. If that didn’t work, a buck 50 and you got to keep going up the chain until you start to see the impressions start to tick and that’s how you can do that.
One little side note, what I did in the beginning and if anyone that’s really aggressive and wanted to do this you can do this but what I did is I set my daily ad point to $25 I set my cost to click to 5 bucks. You’re probably thinking “Scott, what the heck man are you crazy? Why would you do that, $5 a click?” Well, I knew I was only going to spend 25 bucks so really I was handing Amazon 25 buck to say, “How much do I need to spend to be ranked number one for sponsored ads?” My first click might have been bout a buck 75. I said, okay, cool. I went and changed my cost for a click to 2 bucks. I didn’t have to play the game of inch, inch, inch, inch. I just went right for it. In two hours said, “Amazon, here’s 25 bucks, just tell me what’s that number?” and I instantly got to know that. I don’t do that all the time now but I have done it, just another little strategy there for you.
[00:50:40] Scott: Recent launch examples. This is very recent, this is very fresh. I created an optimized listing, I sent the inventory to Amazon. I scheduled 25 unit promo five days. Five units a day, five sales for five days and then I started the pay-per-click and I did something a little bit different than I just shared with you. I did auto campaign and then I did a suggested keyword campaign and this is where it’s really important to understand that for two reasons. When you turn on your Amazon pay per click, your suggested keywords… they’re going to say, “Do you want to look at the suggested keywords that we can rank you for, that we can show you for?” and then if you click that, it’s going to show you 50 or 75 or 100.
That’s telling you that your listing is optimized. If you only show for 3 keywords like that lady I was telling you about, there’s an optimization problem there. It’s either your search terms in the backend or it’s your bullets or it’s your description. Somewhere Amazon is not being able to see exactly what you are trying to tell them that you’re about.
What I did is I started an auto campaign in a suggested keyword campaign and in that suggested keyword campaign I did exactly what I just said with the auto campaign. I let it run for like seven days and then I pulled all of the converted keywords and put them in their own campaign. Then I took a daily budget and ran against that. I know this isn’t like a pay-per-click session but understand this, I created the optimized listing, I sent in the inventory. I did a really, really small 25 unit promo and I just turned on those two things, okay and because I was able to do that in a low competitive market, I’m ranking for 10 keywords right now after like 10 days. 20 reviews is what I got out of that 25 blast, pretty good, review kick and then I’m selling 10 a day, on average actually yesterday I checked before I came, we did 19 yesterday on that one.
[00:52:43] Scott: One other like note right there because I want to remind myself to remind you low competition market this one was. Lower reviews like Greg talked about still maybe 300, 400 sales a month. This one here actually and I know a lot of people talk, I even talked about like $19 to like $45 is like a sweet spot of how much you want to sell a product for. This product right now, like 14 bucks, still making about $5.50 to $6. We’ll get it down a little bit once we start getting the production done. My plan here is if I can get five of these running at only say 5 bucks a unit, it’s okay, that’s good money. Again, this was just a recent thing I wanted to share with you because it’s really fresh and that little launch strategy worked so you don’t have to get really crazy to think about how you can rank. You just have to do it.
This guy here, I put his picture… He’s not here today but he’s always asking me, Scott man… I can’t even begin. He was one of the guys that first reached out to me and he’s like, “I’m doing really, really good because or you. You just have to show my face.” I had to show his face. Really good guy, he’s a go-getter. He was also selling wholesale, doing really good, just started private labelling like less than a year ago. He’s got the background, some of you may have being wholesalers or retail arb or whatever but he had the skill set but just didn’t know the product selection. He didn’t know the private label thing. He didn’t know the launch process. We did something for him. I worked with him, pretty much raced side by side with him and this is what we did in a competitive market.
[00:54:35] Scott: Competitive market is going to take work. Don’t think you’re going to launch a product today and do a 200 giveaway and you’re going to get results, doesn’t happen like that and you’re going to have people chomping at the heels on you. You’re going to be always chasing that. Just understand it’s still an opportunity but then once you get up and running you definitely want to do a lot of stuff that you’re learning here today. You want to go and you want to have your own channel. You want to have your own funnel. You want to do all that stuff on the back end and you’re not just relying on Amazon because this is a great place to validate and verify but once you go into a competitive market it’s really, really tough.
Anyway, we did do this and this is what it would look like. We created an optimized listing, we sent the inventory to Amazon. We scheduled a 200 unit promo over six days. We started a pay per click, we did the auto and the suggested on that. We did exactly what I just said. We did that whole quick search strategy. Then he let the reviews kind of slowly come in. Here’s the thing like I said, everyone wants to rank on day one from the keyword but guess what, if you rank on day one and everyone else has 500 reviews and you’ve got one, you’re not going to convert that well. I did all that work to try to get there and now you’re not benefiting from it.
The strategy with this is do this, do that, do that 200 unit promo to start getting the reviews. Let it work. I got another guy now who’s sits in our class and he actually did this exact same thing because he was in a more competitive phase. You let it go for like 4, 5 weeks before you start really dialing on on the pay-per-click because you don’t want to rank on page one on day one if your reviews aren’t there, if your product isn’t dialed in. After 30 days, schedule another promo of 100 units. We tweaked and improved the pay-per-click a little bit over time and Bill has reported to me when we first started with 20 units a day to 40 units a day to 50 units a day.
[00:56:31] Scott: Now, we’ve recently met, just a couple of weekends ago in Denver at an event and he was talking about this. We covered something I want to share with you that took his sales from 50 to 70 sales a day. I want to see if anybody’s paying attention. Do you guys want to hear what that is?
[00:56:46] Audience: Yeah.
[00:56:46] Scott: Seems like everybody’s awake. 50 units a day, that’s pretty darn good. One thing I do want to say though and I talked to Bill, I said, “Bill, this is great, doing 50 units a day with one product. It’s kind of risky man. We should probably start thinking about some other products, we got to start the other thing?” I’m still kind of nudging and that’s the second part of this that we’re working on with him but he’s got a great product. Anyone that does hit a home run, because that’s what he did here, understand that you got to go ahead and diversify. You don’t want to just rely on that one thing. I wanted to increase it to 70 sales a day.
Step one was this, we used the competitors listing with keyword inspector tool and Google planner. There’s a tool called keywordinspector.com I think it is. It’s a paid tool and then I use the Google Planner. Basically what we did is we took… And this is how it works. Basically step one we used competitor’s listing, we kind of reverse the popular searches on the rank. Then what we did is we took all that data and then we deduped it. Because remember we don’t want garlic press repeated all the time over and over again so what we did is we deduped them.
You can do that in Excel. It basically just strips out all the redundant keywords, all the ones that are being repeated over and over again. That’s a tool right there. Just look online for free deduper. Then I did a character count test tool because you’re only allowed 1000 per line so I just go ahead and I would throw that in that free tool there. You can use Excel, anything that you want there and then from here, step three, I filled in all the search terms in the backend with the 5,000 characters. That’s all we talked about.
[00:58:39] Scott: We say, okay, this is what you got to do, talking to Bill, “you’ve only got 250, you’ve got to hit 5,000 man! Get those to 5,000 and you’re going to start ranking, you’re going to start being more optimized.” So that’s what he did and because of that he’s ranking for more keywords, he’s received the bests seller’s badge, his conversions increased, he’s 70 sales a day, just from that one thing and Bill thought he made it. You always can learn, you always can improve so understand that. Even at this event guys, there’s things you’re going to learn that you can always learn more about.
That is the process guys so ranking breakdown is this, keyword search plus sales equals ranking. It’s that simple. Just understand if someone does a keyword search, they land on your listing and it’s turned into a sale, you’re going to rank. That’s the process, sales and then the reviews help you get the sale. That’s all I got guys.
Okay, so there you have it. Not too bad, I mean the feed was a little rough. We did a live Facebook feed. I did a Periscope as well so again another reason why you guys might want to go over to Periscope and follow me there because if I’m speaking somewhere, I’m usually using good old Periscope and I’m broadcasting live. We also did a live Facebook feed to the TAS Facebook group as well so if you guys are not part of that you probably want to get over there and join that. There’s a ton of great people in that community as well.
You can always join by heading over to theamazingseller.com/fb that’s for Facebook obviously. Hopefully that you enjoyed this, hopefully that you seen now exactly what it will take to get a product launched, how the ranking process works and all of that stuff. I’ve talked about that in the past but I really condensed it down inside of this presentation so this way here it was just more of all the steps that lead up to that product launch and then that post launch and what has to happen.
[01:00:38] Scott: Hopefully you enjoyed that. Again, I’m going to remind you that if you wanted to attend one of our personal events, one of our TAS breakthrough live events, you’re going to want to head over to theamazingseller.com/live. Get on the early list over there. It’s a registration list to be notified when we are having these. There’s no obligation obviously. It’s just you going over there saying that you’re interested in possibly attending one and then we can notify you, if the date works for you and the location then cool, if not, then maybe the next one.
Right now we’re toying around with the idea of possibly being in Arizona but I’ll let you guys know more when we get some concrete dates and times and all that stuff. Head over to theamazingseller.com/live. There’s a highlight reel over there from one of our past ones and who knows, there might even be some other footage over there by the time this recording goes live. That’s it guys, that is going to wrap this up. I wanted to again just saying thank you so much for being a listener. Thank you for sharing, leaving iTunes reviews, comments on the blog.
You guys are awesome and TAS community is awesome in general. Just keep it up guys and I really do appreciate it. Remember, remember… You guys know what I’m going to say if you guys are long time listeners, remember that I’m here for you and I believe in you and I’m rooting for you but you have to, you have to… Come on say it with me, say it loud and say it so proud right now, say, it come on, let’s do it together, “Take action.” Have an awesome amazing day, weekend, whatever time it is and yeah and I’ll see you right back here on the next episode.
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