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…of those in person, but this one here I received a question, actually a few questions from one of our listeners and asked, “What’s going on here? I got to get this thing fixed, can you help me out?”
I thought rather than me just going back and forth why not record this and I know a lot of you like to listen to the back and forth with Chris and I discussing what we see and what we think can be done to hopefully help move the needle. Now before we do jump into today’s Hot Seat, I do want to remind you that the show notes and the transcripts can be found at theamazingseller.com/285. Once again that’s theamazingseller.com/285 and all of the show notes, transcripts, links, all that good stuff can be found there.
I’m going to get rock and rolling here. Chris are you ready to jump into this Hot Seat?
[00:01:17] Chris: I am let’s do this thing.
[00:01:18] Scott: Are you seriously ready? You’re good?
[00:01:21] Chris: I am.
[00:01:21] Scott: Where do we want to start? Why don’t you go ahead and read I guess part of the email so that way there people can get a little bit of a background of what we’re going to be talking about and then we can jump into this.
[00:01:35] Chris: Absolutely. It starts up, “Hey Scott,” and the he gives us a little bit of background. He said, “I thought I’ve done everything right up into this point with my product launch but sales are non-existent on Amazon. The strange thing is people off Amazon tell me that they really like the product. I’ve actually done well with giveaway events and getting people to try on products off of Amazon.
This has me thinking I must have done something wrong inside of Amazon. The product is high quality, this is a blessing, my brand is registered and I have a branded website off Amazon with an ecommerce cart. I have a 4.6 star rating on Amazon with about 20 reviews so far. Product price is right around that $20 mark that we talked about but it’s a little bit lower for the launch. This is a little bit lower than my competitors and I’m trying to kick this into gear. Photos are a high quality, cranked up my social media performance off of Amazon and I recently turned on the Amazon sponsored ads with auto-keyword features.
So far I have 4,600 impressions, 9 clicks and no sales. I’ve spent a little bit of money to test and launch this product including my inventory cost and I want to make sure I’m not missing something or doing something wrong which leads to tossing dollars out the window. I have to admit I’m a little impatient sometimes. My ‘get it done’ attitude has caught up with me after working so hard.”
[00:02:59] Scott: I can relate to that.
[00:03:01] Chris: I know that feeling.
[00:03:01] Scott: I think I’ve got a little bit of that. There’s a few things now, everyone that’s listening you can’t see what we’re seeing but we’re going to try to describe as best that we can. Chris why don’t I ask you first, what’s your first impression of the product but also the market that he is entering into?
[00:03:22] Chris: Just based on what you and I looked at so far I think there is absolutely depth in this market but it is a very competitive market and there’s products at all different price points. You got stuff selling for 3 bucks and you’ve got stuff selling for 80 bucks. It’s a wide range. It looks like he’s plugged himself in the place that I like to be and Scott I know that you like to be the high end of the middle.
He’s not the most expensive product but he’s not competing for the bottom end buyers in this market either which is a good place to be. Now in terms of the listing I think his primary photo is good, I think it probably could use some work and his supporting images I think he may be able to improve as well. They’re good but I think with a little bit of split testing he can make them even better. What are your thoughts?
[00:04:10] Scott: I agree with that. I guess my first impression… Well I guess my first thoughts are it is a very competitive space. I just pulled up on one of the keywords that I see in the title but I also see in competitor’s titles that’s probably one that he’s going after or that he’d like to and I’m looking at 4,287 sales, 4,509 sales, 3,017 sales, 3,976 sales, 1,868 sales, 2,200 sales, 1,100 sales, 1,200 sales, 4,500 sales. I’m just reading down the list here. There’s a ton of sales which also means, guess what? What does that mean Chris? What does that mean if there’s a lot of sales?
[00:04:55] Chris: A ton of competition and it’s harder to rank but once you get there it comes rolling in.
[00:05:02] Scott: The thing is if you have that much, I guess sales. We talked about this again Chris going back to the live event. We talked about this. Again guys we’ll get back to the topic here but, should I go after a product that I’m going to have to bully my way to get to the top and then once I get to the top I’m going to be a target or do I go after those products that are buried a little bit? No one’s going to really pay too much attention because they’re getting 300 sales per month.
There was a good discussion that we had going back and forth here but going here now, if you get yourself in the top 10 you will get sales. It’s obvious. Everyone here that’s in top 10 is getting a lot of sales. The other thing that I look at is the review number and I see that the one that has 4,287 sales also has 3,039 reviews. The next one that has 4,509 sales has 5,131 reviews. Now there are a couple that have 3,000 sales with 400 reviews or 1,800 with 477 reviews, still a lot of reviews. This one listing that we’re looking at, his listing that is, has 24 reviews.
It’s going to be really, really hard to rank on Amazon, let’s just get that right out of the way. If you’re going to enter into this market you better have deep pockets to be able to go out there and not just… We’re not saying giveaways anymore we’re saying just to go out there. Even if you were to build yourself your own launch list you got to give away a ton of product because that’s… In order to rank if we look at just those numbers Chris, right now I’m going to do some quick math here, I’m pulling out my phone.
If we have let’s say 4,500 sales divided by 30 days that’s 150 sales a day. That means in order to rank we need to get 150 sales a day on a regular basis. It’s a lot of product.
[00:07:05] Chris: If somebody wanted to hand me 150 sales a day I would take, however…
[00:07:11] Scott: However…
[00:07:11] Chris: It is going to be a long, slow, hard battle to get there and you have to move a bunch of product. The pushing product!
[00:07:19] Scott: Like Danny Brewer says. Pushing product, I’m just pushing product. Now, does this mean that he can’t rank on Amazon? I think he can rank. But I do think that the external strategy is going to be key in getting ranked but I also think it’s going to be key into have a successful product not just on Amazon. If all you’re thinking about is getting the Amazon win if you will, I would say it’s going to be a hard road ahead of you. I think it is.
But I think if you can get there I think the reward will be very, very good as long as the product is good which you say it is and a few people that are on there already said that it is. But again you have to have a lot of sales in order to really get that feedback for you. I think the listing itself let’s just say that it’s fully optimized which I probably would say it’s not. I would go through and make sure that it’s all cleaned up.
Make sure that in the back end and we talked a little bit about this at the event as well. Just because they give you 5,000 characters in the back does not mean that you need to use them. It can actually hurt you if you’re just throwing in filler words so this way here you might rank first these random things. If they’re not relevant do not put them in there, really important. The other thing that we had talked about was putting your brand name in the back end and in the title somewhere.
Someone said that they tested that and it actually helped them rank. But I would also say your main keyword even though it’s in your title I would put that again in your very first field of the back end just to make sure that we’re getting credit for that. But really it’s going to come down to pay-per-click. You’re going to have to figure out your pay-per-click. Spending 100 bucks on pay-per-click in this market, not going to be enough. It’s going to take a lot of money to really figure out what it’s going to take to dial it in so you can start getting regular sales through pay-per-click to help push you organically.
I think the true, I guess, plan would be to externally go out there and figure out a way to get external sales and then drive them to Amazon to help you rank. So maybe we can dig into that Chris unless you have something else that you wanted to talk about about the listing itself.
[00:09:40] Chris: No, I just want to quickly recap that. I think pay-per-click is going to be absolutely critical to the success of this product on Amazon, run it. We said he basically has, it was either 4,000 or 9,000 impressions and a handful of click at the time that he wrote the email. It’s not enough. 4,000 impressions in a market like this tells me first of all that you’re probably not bidding enough even on a one day basis, Scott. Some of these keywords if you’re selling 4,000 a month some of these keywords are going to see tens of thousands of searches a day.
[00:10:16] Scott: A day.
[00:10:17] Chris: If you are only getting 4,000 impressions, now again we don’t what time period that was in. But even if it’s a single day, I would say the first thing I would do is raise your bid on that auto campaign and then what you need to do is you need to be willing to either break even or even lose a little bit of money to start learning what keywords are converting and then go in whole hog on those.
[00:10:38] Scott: I see the price point that he has now currently is $17.97 and I think that’s fine. I would even probably go a little bit lower just to try to get yourself moving up in the ranks from sales but also Amazon likes product that is less expensive so that’s going to help you. The other thing that I’ve noticed is some of the competition, now there’s someone that right now has a very similar product, almost identical, I would look at that at that brand and I would say, “What are they doing differently?”
The obvious thing is this product lends itself to having a box in the picture. I would have the box in my picture to fill up more of that image because if you don’t yours just looks like everyone else’s, that’s the first thing. I think also this type of product needs to have educational stuff behind it. This is where you would want to have blog content that talked about the advantages, the disadvantages of using this or having a YouTube video out there or videos.
Or maybe even going out and reaching out to some people in that space that are on YouTube right now that have a pretty large following that could use the product and could give a review on YouTube not necessarily for Amazon. This way here you can keep building out that with people that are following people in the space. I think it’s going to take a lot of that stuff externally versus just saying I threw up a Shopify site. You have to do more than that.
[00:12:10] Chris: He does have the benefit of having his own ecommerce site which is really, really nice.
[00:12:15] Scott: It’s great.
[00:12:16] Chris: You’re in a competitive space, you are going to… And again it’s going to be a slow road to home but you’re going to start to see those sales continuously increase on Amazon, at least you should be if you continue pushing out there. You also are going to need the long term strategy especially for this product. It is going to be dependent on external traffic going to that external site. Now, Scott before you and I dive into this the one other thing that I would suggest, and for those of you guys who are listening who do not know.
If you have a product that is something that people would buy over and over again, potentially you should be enrolling that in subscribe and save. It’s a free bonus sales as far as I’m concerned and this is something that he should be doing as well. I’ve done it with a couple of products that we work with, my team and yes out of 100 sales you may only get 1 person to enroll. But next month, let’s just say you sell 100 a month, next month you’re going to sell 101 because you’re going to pick up that 100 new sales you were going to get anyway and that person who doesn’t have to come back to the site to buy.
The month after that you’re at 102 without having to do anything additional other than enroll it which takes literally a minute and a half.
[00:13:35] Scott: The other thing I’m looking at too I’m looking at the competition. There’s a couple of things that are drawn out to me, is really the… It’s specifically designed for one person, one type of person. I’m not going to say it but it’s made for one person. This way here you’re making it more targeted. You’re also and what I love about too is in the bullet points it literally in all caps says, why you need it and then it talks. Then it says, who’s it for and then it talks about that. Then it says, what’s in it? Then it says how it works and our promise to you.
I love that. I love the simplicity of the bullets but it also talks about all of those things in a typical sales letter that you’d want to say why you need it, who’s it for, what’s in it, how it works. It tells you everything and you can easily scan that and it also is loaded with keywords after that because it’s natural. You’re putting them in there because it’s part of the product and in this way here it allows you to talk about the different components of that product. I love that.
I also like I said I love the simplicity of the packaging, I love how they actually show that one person using the product so you know that’s who it’s for. They did a really good job. I would pay attention to this. The other thing I noticed is they have other products. If you have a product like this it will probably take having other products to support it so this way here you can start to get those cross sales. This may be a product that you may want to find another product that’s less competitive launch that product and then use that as your lead into this product.
You and I Chris talked about this, whether it’s another similar product to this or something that can be used with it that may lend itself nice, may be even a lower entry point. We talked about that at the live event as well about having a lead in offer that’s less expensive.
[00:15:33] Scott: We call that almost like a liquidating offer where you’re just basically covering cost it’s not even making that much but you’re able to rank. You’re able to get the eyeballs and then on the back end you can cross-promote your other products and they’re frequently bought together or even on your own email sequence or your external funnel, whatever it is. Any other thoughts on that Chris as far as the other listing and stuff?
[00:15:56] Chris: No, I think you nailed it there. The one other thing to talk about cross promotion is something that a lot of people miss on Amazon and we talked a little bit about this over the weekend is that internal listing promotion. You can cross promote products and say ‘buy this and get this at 10% off.’ If you have a garlic press and a garlic bag you can create a promotion inside of Amazon that allows you to sell them both together. Once somebody has taken you up on that promotion Amazon adds the ‘add both to cart’ button so people can do that in one click.
Again, you don’t get a huge percent of people taking you up on it but every little bit counts and if you get 2 or 3 a month out of that it’s worth it because you’re then selling them both products, they become frequently bought together and then may be some 4 or 5. It’s an additional couple of sales and it puts an additional chunk of money in your pocket every time that happens.
[00:16:45] Scott: Again, I’m looking at this one listing for the very similar product that he’s selling and it’s literally littered with the products that they’re selling, all of them. Amazon is promoting them for them because they’ve already made the sales from selling to their other customers. If I scroll down after the bullets, or I’m sorry the description it says basically frequently bought together. There’s three more products that’s actual totals up and all you gotta do is add all three to the cart and it’s going to be $71.
Then if I go down a little bit further I see ‘customers who bought this item also bought’ and then I get 1, 2, 3, 4, 5, 6 products which are all from that same brand. They literally put themselves every single spot on that page for the most part so their chances go way, way up.
[00:17:39] Chris: One other little trick and this isn’t necessarily for the listing that we’re talking about since he only has one product right now but if you do have multiple products there is a field inside the back end called related product ID. That’s something that most people don’t fill out because it didn’t use to be in the back end. Listing and creating used to only be available in the flat file. Scott I know how little you enjoy spending time inside of flat file but I have noticed that when include, if you have multiple products if you include the ASIN for your other products then you are more likely to show up in that related product section.
Therefore you take up an additional one of those spots. I’m pretty sure the listing you’re looking at is the one that you and I talked about earlier and I’m willing to be that they’re doing that even if it’s just to take up that one additional spot. If you do that, they have I think 6 products, if they do that on all 6 they could actually end up taking up almost all 6 of those spots or 7 of those spots.
[00:18:37] Scott: They pretty much did here. It’s hard because if you only have the only one product and then you’re trying to get or you’re trying to leverage other products to help push the one product it’s going to make it hard if you go after a similar product in that space because it’s very competitive. That’s where you might want to find one that is less competitive and try going from there to push this product. But it depends on how much you want to put into this. I think the external strategy will help you launch the future products to help you rank and if you rank there it’s going to then be able to give you eyeballs on the other products.
That’s why if you’re seriously thinking about building this brand then to me it’s going to be externally, it’s going to be the power. If you have that email list or the following outside of Amazon and you can drive sales to Amazon at least just for the initial launch or launches of the products it’s going to help you rank faster. That’s where you can get the leverage and the power so this way here you can start selling those products. But right now this other brand may be doing exactly that. They may be pushing people or they may have built an email list through Instagram or they may have built an email list with YouTube or Pinterest or anything.
Then they’re able to with a click of a button let people know about their new product which I see one here. They do have a new product that came out not too long ago and actually I should probably click on that real quick, I want to see what that says. Again very similar, it’s packaged the same thing, about the product, why you need it, who benefits from using this, all of the same stuff. I get frequently bought together, a $66 cart now and then I get customers who bought this and has all their other products and that one there is… Let’s see. That one there doesn’t seem like it’s doing as well.
That’s like 90,000 in this category but it did just launch so not really sure they only have 39 reviews and only 20 left in stock.
[00:20:40] Scott: May be that one there isn’t going to work there for them but a lot of them are right now. Actually I’m going to click in there real quick, I want to see how the rest of their products are doing, if it’s just that one that’s doing well. No, actually they’ve got quite a few there.
[00:20:56] Chris: It’s just the one that’s doing poorly or not as well I guess, is probably a better way of putting it.
[00:21:00] Scott: Not as well. I’m seeing some that’s doing 443 a month and you’ve got 2,000 a month, and you’ve got 1,600 sales a month and then 327. There’s 2 of them, actually 3 of them that are doing very, very well. One of them only is 185 reviews and it’s doing 443 sales so that one’s pretty good too. But the one thing I will say is this is targeted to one type of person which we’ve talked about before. That one there is 6,500 in a pretty popular category.
Again, anyone that’s brand new, if you’re looking to go into a market like this I think it’s a really risky idea unless you have deep pockets and unless you are going to do all of the external stuff upfront. If not it’s going to take so much work and that’s why tell people don’t go after those products that are doing 150 units a day. That means you have to do that coming out of the gate and now with doing giveaways and something like that it’s becoming harder.
To me you go after the products that are, the ones that everyone else is passing up. The 300 and the 400 units being sold per month and then just doing more of those. The lady that we talked about in… When did we talk about that Chris? But it was at the live event but we talked about it on a podcast. I don’t know if we just did that or that one’s coming up. But we talked about this lady that’s doing $80,000 a month but all of her SKUs are doing like 4 or 5 units a day. That’s it. She’s just hitting little base hits. This here that you’re trying to do with this product is a homerun or maybe even a grand slam.
I would try to go after those little products that can do 4, 5, 10 a day and then building it out that way versus this way. It’s going to be a lot easier, you don’t have to compete on the reviews. But now that you’ve already started if you have the ability to go out there and do all the external stuff and you want to build this thing then do it. If not then just let this thing faze out and start over again. Chris anything you want to add to that?
[00:23:10] Chris: One of the things that you talked about was targeting your listing or targeting your product to a specific person. What I see as I read through this listing not only in the title but also in the description is it’s targeted to everybody. You’re intentionally doing the exact opposite of that. While your product may work for everyone your market is not everyone. You need to see if you can find who that person is or that caricature is… We can talk about how to do this for hours. But if you have an idea of the type of person that would buy your product you need to sit down and recreate your listing from something that would appeal specifically to that person.
That’s why we always talk about writing about benefits and not features in your bullet points. You don’t want to tell them that it’s 4 inches wide. You want to tell them why your 4 inch wide garlic press is going to make their life better and it’s really hard to do that when you generalize for an audience. Somebody who’s buying my garlic press is probably going to be a professional chef so that means they need to press a lot of garlic. Our 4 inch garlic press presses twice the amount of garlic as anybody else which means, and then there’s the benefit, that you can get your garlic pressing done in half the amount of time you can with our competitors.
[00:24:31] Scott: Absolutely, you talk about the benefit to me and then you really outline why that, like you said, the 5 inch handle is going to benefit them. Again, I’m looking at the listing of, actually the gentleman’s name is Chris as well so we’ve got two Chris’s here today. But basically Chris is trying to reach everyone and sometimes, most of the time that’s bad. We want to be specific and we want to be able to go out there and really target them, that way when I’m looking at it I’m like this is for that type of person.
I’m that type of person so it was made for me and not for everyone even though this probably could be used by other people. But it’s being targeted towards that person. We talked about that before on past Hot Seats and again we’ll talk about probably in the future. But it’s so very, very important. I just want to stress that when you go after a market like this, when you’re doing your product research and you see these kind of numbers, yes they’re exciting, “Wow look at what they’re doing.” Also understand it is going to be hard, very hard to compete in this space.
If you’re just getting started I would recommend not going into this competitive of a niche. I would definitely not do that. Chris and I do a workshop where we actually breakdown this product/market research on how to find good depth and demand but yet products that are not as competitive so this way you can go in there and compete. You don’t have to have hundreds of reviews, you go after products that are selling well with just 50 reviews or less or maybe 100 of less and they’re doing 300 or 400 units a month and then finding more products like that.
Like I said, we do a workshop that’s geared towards just that. I’ll give you guys the link to that if you’re interested or you can just check it out in the show notes but that’s themazingseller.com/workshop. Depending on when you go to that page there’ll be whatever one we’re doing.
[00:26:27] Scott: We do a 5 phase one for launching a product and we do a product research one but definitely register for that if you haven’t done so already. Very, very valuable because we break down exactly what it looks like to pick a product with not so much competition.
This way here you don’t have to go to war with these other businesses that are going to be throwing tons and tons and tons of money at their product to really boost it. A lot of times then you start getting some black hat stuff where people try to knock you off by using black hat tactics, start leaving negative reviews and voting down and up and all of that stuff. It gets really crazy and that happens a lot in the supplement world as well.
Just be careful and I just want to make you guys aware of that. Chris to wrap up, what would you say for Chris that we’re giving advice on here? One last little bit of advice.
[00:27:17] Chris: One last little bit?
[00:27:18] Scott: One last little bit please.
[00:27:21] Chris: Focus on PPC. That I think to me is the number one takeaway. Yes you should take a look at your listing. I would take a look at the photos, they’re nice quality photos but not necessarily the most appealing for this market. But I think the number one thing, the one big thing and it’s a little piece is PPC. You need to really buckle down and focus on that and that is what’s going to drive this product. Again, Scott you and I talk about PPC and people always ask us, “What percentage of my sales should that drive?” The answer is it depends.
But upfront you’re going to see much more of your sales coming from that, that helps to drive your organic rank. Your organic rank will help get you those organic sales and then that percentage starts to shift. But in a competitive market especially one that is this competitive you’re going to need that PPC.
[00:28:14] Scott: I agree. I’m going to add some other stuff to that. Here’s what I think, I think number one I’d pay attention to this one brand. This one brand that’s crushing it right now that they’re doing a really good job and I would more or less reverse engineer what you’re doing. If you have not purchased some of theirs I’d have someone that you know maybe purchased it and then I would see what happens after I purchase it. Meaning, what do they send me as an insert? Do they try to get me to go to their email list?
Do they try to get me to subscribe so that they can send me discounts on future products, do they give me a discount instantly in the packaging? Then I would go to their website, I would see if they have a website. I’m going to say that they probably do. I have not done that research but they probably do. Then if they have a place there for me to buy a product I would buy it through their website. I would see what that looked like. I would go through and see what offers they give me on the back end.
I would just go ahead and reverse engineer this entire brand and then I would see where I can find some takeaways and how I could model some of what they’re doing. Not copy, model what they’re doing and implement that into your overall strategies. That’s what I would leave you with. Chris, I think that’s going to wrap it up. This is always fun man. I love doing this stuff. When we were at the live event it was really fun because we were there in person but this is 2nd to that because being there in person is always the best.
But this is something that we definitely look forward to and hopefully you guys listening got value from this. We do get a lot of requests to do these Hot Seats. Yes, you can send them, I can’t guarantee that we’re going to be able to do all of them but we will do our best. Chris I want to thank you once again brother for coming on and hanging out and giving your expertise as usual. Appreciate it brother.
[00:29:54] Chris: Anytime man.
[00:29:56] Scott: Let’s close this baby out. Well, before we do that let me just remind you guys, if you guys want the show notes, transcripts theamazingseller.com/285. If you want to attend one of our live workshops head over to theamazingseller.com/workshop. Let’s do this. Guys, remember, we’re here for you, we believe in you and we’re rooting for you. But you have to you have to, come on, say it with me, say it loud, say it proud, Chris we’re going to do it together on 3, 1, 2, 3, “Take action.” Have an awesome, amazing day and I’ll see you guys right back here on the next episode. Now go out there and get them.
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