Click Here to Download Transcript <<
…build a brand inside of a competitive market or a saturated market. And how actually how we were doing it, the seven step plan and I walk you through every single thing that we’re doing. I think anyone should do if they are planning on building a brand. Now, today I’m going to talk about how we launched and sold 154 units in five days and we actually made money on our first product.
Now why is that like news? Like why is that a big deal? Well, for anyone that has launched products in the past, you know that generally, your first set of products that you’re going to be selling or your set of sales will generally be and they have been for a loss. Like you just want to get sales through the door whether that’s pay-per-click, whether you’re going out and just giving away the product at 75% off or 90% off. In the old days we’re talking about back in probably six to eight months ago, I know the old days, right, you would give away products for free or $1 just to kind of spike sales and to get some sales velocity.
Well, we did this differently and I think it’s an important moving forward that you do it differently. But we actually made money in this process. We did a lot of other cool things because we went through this process which I’m going to walk you through right now exactly what happened. And this way hopefully you can model what we are talking about here. Now, this was like an eight week process from the time we started to build this list to the time we had a product available to sell these people.
[00:01:57] Scott: But a lot happened in those eight weeks and that’s really what I’m going to do is give you kind of a cliff notes version but I’m also going to give you the details. I’m not going to give you like bullet points but I’m going to elaborate a little bit on how this thing all kind of unfolded and how it all happened. Let me just like dig in but before I do though let me remind you guys, the show notes to this episode theamazingseller.com/357 and that will also have 356 linked up there and any other resources that I talk about. Also you probably want to download the show notes because you’re going to get the transcripts as well which you can use as a guide because again like I said this is like a eight week process, I’m want to walk you through each of these steps.
Step number one really in this process was getting people to raise their hand in our market. In the niche that we’re going in we want to know that we have people that are interested in our product. Not even just our product but our market. I used the bass fishing market in episode 356 so it’s like I said you’re kind of reaching out to these people and finding a way to get them to raise their hand so that they will give you their email address. So then you can follow up on them in the future. So let’s say for example I was going after that bass fishing market well I might say something that like, ”Hey I’ve got the top bass fishing pole, I’ve got also maybe a fishing net, I’ve also got a vest and I also a tackle box,” and I’m going to put all that in a bundle.
And I’m going to use that as my lead magnet as people call it or the offer to get people’s attention so this way here they’ll enter your name and email address. It’s exactly what we did. We did this two times in the eight weeks. Two separate contests: the first contest was just around 5,500 to 6,000 emails and the second one was close to that one and then we got rid of some unsubscribes and we just cleaned the list. We got it to about a 9,000 subscribers list. Now, a lot of people would say what did it cost you for that list? Well, initially it cost us for the product, we had to go and buy this product I think we spent $200 on the prizes, their real prizes.
[00:04:15] Scott: This is a physical product. It’s a prize and then I think we spent maybe $20 or $15 a day on Facebook ads. If we say we spent $20 a day let’s go with $20 a day, I think it was a little less than that. That’d be $600 if we did it on every single day of the month which I only think we did it for five days let’s just say we did it for every single day of the month and that would be 600 bucks and then we also did it again so that would be 1,200 bucks and then we spent 200 bucks. So we got $1,400 invested here in something though by the way we own now. That’s ours, it’s our asset, it’s something we can use over and over and over again and there is so much more that goes into having or there’s so many other benefits than just sales that come from an email list but right now we are just going to talk about how did this will help us launch our product and what do we have in the plans to use or in the future.
And that’s what I’m going to share with you but I just want to really kind of highlight that. If we have content like we talked about in episode 356 and we want to push that content so it can get shared more we can just let our listeners we have new content, it’s free, we are adding value and then from there they go ahead and start sharing it and then we get more reach. And then more people come back to our home base if this doesn’t make sense guys you didn’t listen to episode 356 and you should because then will drive them to home base. And then from home base that’s where we can start to collect the email addresses.
Now in the past if you were to do a giveaway. Let me give you guys an example: if you were give away 100 units maybe you spend $6 a unit so that’d be $600. And then you are also going to spend FBA fees, another let’s say like another $6 so there is another $600 so now you are $1200 and depending you may have even used a service which might have cost you $100 or $200.
[00:06:18] Scott: So it’s about the same. But what you didn’t get from that is an email list which we can now take that email list like I said we can publish content to them. We can let them know about upcoming specials, we can then also up those guys into Facebook, retarget them, create look like their audiences like all this stuff we have now and it’s like I said no more money spent but we have a huge asset and it really is an asset if you really look at this thing like how do you push your product out the door it’s like this.
But again I’m going to lead you through these steps. So we created a contest, a giveaway and it was a $200 value. Then from there what we did is we let people know about it. We started like running some Facebook’s ads. And then from there it started to get a bit of attraction and we started to build the list. So end of the day 9,000 email subscribers in the list. Now the next part of this is while we’re doing all this, not just after but during, when we started a Facebook fan page and a Facebook group. I think anyone that has built a little branch should have both. Number one, you have to have a fan page if you want to run Facebook ads so it’s going to get you likes in that process and you are going to be able to use that page if you want to do Facebook Live it’s shared easier. The group now is great because it’s kind of a closed community and there is real good aspects of having a group.
So we did that. Then the next part of this is we created a blog. So now the blog is our home base, again going back to episode 356. That blog now we’re publishing weekly on, so weekly content. Then we are able to email that list that’s the next part of this. We can email the list and go hey we just published a great article or a great resource or a great video or a Facebook live on our Facebook page or whatever or on our blog. Then we point him there, now we’re not asking for anything, we’re not asking them to buy anything.
We have been doing this right from the beginning. All this have been saying we’ve done it right from the beginning. We didn’t even have our product here yet. So, now moving on we email that list once per week, we also post it on Facebook daily so we’ll post… Most of the people will say what do we post on our Facebook? We just post what we posted on our blog. “Hey we just posted this on our blog go check it out!” So we have taken that so show that social channel that I said before that’s our outside channel and we are driving them back to home base.
The other thing that you can do is and this is what we have also done, we ask questions. “Hey what is the best time that you found to catch the most bass?” Like whatever it is. And people will start to comment and then you start to build a community. Then from there we also posted some random sayings. If you are in the bus fishing there is going to be some bus sayings, you are going to find some memes out there. You can go ahead and share those in your page just to keep that activity going.
The next part of this is building relationships by having a front person. If you don’t have a front person it will be harder. This is what we did I’m just leading you through this this whole entire thing. We’re building a relationship by sharing life stories something that’s happening in our lives. Like why are we using this and then how did it help us and oh my kid thought it was funny when I did this with it or my kid was having a tough time and I had him try and it worked really good and they laughed at me.
[00:10:01] Scott: Here’s a picture of them or maybe this past weekend I was fishing with my son and he got bigger bass than I did. Here’s a picture of us go check it out. People are starting to see the personality, they are starting to hear the personality, they are trying to see the type of person you are or the front person.
I keep saying you but it can be the front person of the brand. Again guys I just want to stress this. Like I talked about this in episode 356, I went through in great detail on how to compete in a saturated and competitive market whether it’s on Amazon, whether it’s on ecommerce it doesn’t really matter, how to do this and really build a brand. And this is everything that we’re doing. Really it’s every single thing that we are doing. I’m tell you right now. So building that relationship is key and consistency again. You want to be able to post daily whether it’s a blog post whether it’s questions. Like I said how long does it take you to just come up with a common question that might get some interaction? Not that long.
Then the next part of this was in the meantime, in the background we’re sourcing product like we’re figuring out what the market wants. We are looking at Amazon, we are looking at Jungle Scout. We are also asking our community now that we have which our Facebook page is over 3,000 and our group is just over 1,000. It’s slowly building but it’s all we really need right now and we are getting some great feedback. We’ve already launched one and we’ve got another launching actually today when I’m airing this or that I’m recording this.
It’s going to be launched so that’s exciting but the first product already launched. We’ve also got like four other ones in queue or in production, going to be in route here soon in about three or four in the pipeline. You can see now the power of this list because now they just helped us and I’ll share with you guys the numbers here in a minute but they helped us launch this first product and really start to get some traction but now we are also been able to push them to our content and giving them value, and then having them be able to share the blog post or the Facebook post or Instagram or YouTube or whatever. They are able to help us there and continually build that community.
[00:12:29] Scott: And two again just in front of mind in this market. We did source the product and again it’s work you’re doing behind the scenes. All this other stuff is kind of there, you’re not doing that every single day maybe. But you’re sourcing your product, you are ordering and so all that stuff is being done in the background. As we start to see what products we’re going to have now we have to create that listing which we’ve talked about in the five phases which I have talked about many times on our workshop.
If you guys are brand new listening to this you got some catching up to do but I would probably say go over to one of our workshops theamazingseller.com/workshop and that will give you a road map to really go from start to finish as far as getting a product picked and getting it launched and all of that stuff and everything in between. So definitely check that out but… So what we did now is while we’re still doing all this stuff we don’t have a product here yet but we do have our first one, it’s going to be here soon. We took some pictures, we created the listing we optimized the listing, we put the pictures up, we did the keyword research, we loaded the keywords in, we wrote the description, bullets, we did the title, all that stuff.
I going to be honest, when we put all that together maybe four, five weeks it was rough and then just recently we cleaned it all up and I said it to guys don’t worry about perfecting it in the beginning. Just get it done. That’s what we did. I’m just going to run through those steps here really quickly.
[00:14:00] Scott: Number one: we build an email list of about 9,000 subscribers. Then we went ahead, how did we do that? Well we created a contest using a giveaway which we talk about too. I should have mentioned that. If you guys want to see exactly how to create your own contest and giveaway go to theamazingseller.com/buildlist that right there will give you everything you need to get your first contest or your give away up and running. We actually just came up with a plugin for WordPress which makes it again super simple, called Giveaway boost and that’s working really, really well for the contest we are doing.
If you want to check that out again, just head over to theamazingseller.com/buildlist. From there we started a Facebook fan page and a Facebook group, we created a blog, a website basically the same thing. Then we published content on the blog weekly then we emailed our list once per week, we posted on Facebook daily, we posted our blog post, our questions, we did some sayings, some funny sayings just some regular old sayings in that market. Then we kept building relationships by communicating with the audience, sharing life stories and personality.
And then from there we sourced the product and ordered it, we optimized the listing and we created the listing and optimized it and then from there we’re ready to go live. So that’s where we were a week ago. Now what’s our first move, what do we do next? We’ve added so much value to our little audience here; we’ve got really good open rates on our emails. I mean we were averaging between 30% and sometimes up to 40% open rate. If you guys down know what a typical open rate is in our email marketing generally 15% to 20% sometimes 10% depending on how often you email your list.
[00:15:58] Scott: Some people think if you email too much then it will go down. A lot of times it’s the opposite. If you give great value and you’re establishing that trust you get a higher open rate. So we average about 30% sometimes its high as 40% on our email opens. So now what does that mean? Well when we send out another email with some type of offer in there, it’s going to reach more people. So here is the first thing that we did, here is what we decided to do, we did this just because we wanted to see how many people actually had the product that we were building accessories for.
Here is an example on how this would look and we call this segmenting the list. Let’s say for example I wanted to know, “Do you have a bass fishing boat currently?” And the answer is just yes or no. So my product might be an accessory for a bass fishing boat, maybe it’s a trolling motor or maybe it’s a propeller that goes on the motor. Maybe it’s a seat that goes on the boat especially a made seat for bass fishermen, maybe that’s what it is.
I don’t want to send that offer maybe right away to people that don’t have a bass fishing boat yet. I only want to send it to people that have bass fishing boat. So what we did is we sent that email and just said, “Hey we just have got a real quick question for you guys can you do us a quick favor. Could you answer yes or no to this one question?” A would be yes I have a bass fishing boat or B no I do not have a bass fishing boat yet.
And then at the end you would say, “Thanks so much for being one of our bass fishermen community members. We really appreciate you and by the way here is another resource if you want to check it out.” You can give a link to one of your past blog posters something like that. Right, so by doing that we got 594 people to click, ‘yes I have a bass fishing boat.’
[00:18:01] Scott: Now those 594 people seen our offer for the very first time. And that offer was 50% off of our product. Now you might say, “Well okay that’s 50% off how well did that do though? That doesn’t seem like so much off.” We have conditioned that we going to give 75% or maybe even give it away for a dollar or maybe even give it up for free.
Like really do you think we can really do that? If we want to get sales out the game shouldn’t we discount more? And the answer is no. If you are aligned with the market properly, if you are giving them value and if you are giving them a good product, again here that’s the keyword. Is it a good product? Then no and I’m going to share with you why that’s the case. So here is what happened, here is the results here is what you have been waiting for. After that first email got sent and we had them click on yes or no once they would click on yes it would send them to the page that gave them the offer and out of that email that was sent on that first day, we sold 25 units. 25 units at 50% off. That’s pretty awesome. That’s like a 4.2%. Again my math is probably terrible. I’m remembering what Chris Shaffer had told me. It’s over 4% of a conversion rate. Now 4% conversion rate for most people is really good. Not on Amazon, Amazon that’s different. If we talk about conversion rates on Amazon we are talking like I would say like 12% to 25%.
But again people are searching for buy a product, here they are not. This is just an email list that is they are interested in our market. So now we have 25 people to say yes. Cool. Our BSR bumped up. We went from nothing, not even being on the map. Our first time that I checked we were like I don’t know 5,900 or something like that in a pretty popular category.
[00:20:00] Scott: Now day two what we decided to do is email the entire list, with a piece of content. So basically, “Hey just want to let you guys know we shot a new video in the boat this past weekend. We had a great time and we caught a couple of bass and there was a cool little new technique that I tried. I think you guys are going to love it. Here is the link to go check it out and P.S, oh by the way we are offering 50% off of our new tackle box.” Something like that. So it was in the P.S it wasn’t even in a direct offer. We gave value and then we added an option to buy something there in that email. Most people are cool with that.
Now, from that email we sold 36 units, 36 units at 50% off. BSR we did it even better we were like 2900. Now I’m starting to check our keywords. Are we ranking any keywords? And by the way we did not any super URLs or trickery there, we just got sales that’s it and our listing is optimized. So now day three we sent no email, none so people that might not have opened their email on day two they might have gotten it or maybe they went back to it because they wanted to see the piece of content or maybe had seen the offer. They going to back to it, well we sold 28 on day three. Day three 28 more sold.
Now, day four we sent no email again and we sold five. So not great but we haven’t sent an email for two days and we still got five sales. Now watch this, watch what happens when you tell people that there is an offer there and it’s going to expire at a certain time. Day five the final day we emailed them in the morning, it was a Sunday by the way which email marketing generally we don’t email on Sundays.
[00:22:05] Scott: It’s always going to be like Monday through Friday. So Monday morning, Sunday we emailed with the piece of content, “Hey you guys maybe getting ready to go out there and catch some bass today. Wanted to give you guys a little tip here.” Maybe it’s just a tip inside the email, maybe it’s just like make sure you do xyz, let me know how you make out of that and let me know if you catch any fish this weekend and then talk to you later, Scott and then P.S just a friendly reminder our special 50% off special ends tonight or expires tonight, click here to grab your 50% off discount now. So now what happens? 60 units sold, 60 units sold from that last email.
We didn’t get a tone of unsubscribes, we got some. Some people would say, “Well, Scott if someone unsubscribes isn’t that bad?” No it’s good. That means they were never going to be a customer anyway and that means they don’t really want to receive your information or your content. So be ok with that, I’m fine with that. That’s fine. So bottom line is guys is 154 units sold, 50% off not free, not a dollar, not 75% off. 154 units sold in a five day window. And our BSR went to 950 and it ranged from 950 to about 4,000 and again I mean it’s all from this little boost that we did.
The other cool thing, actually two cool things is we profited $131. At the end of the day we still walked away with $131 after we paid the expenses for the Amazon fees and for the cost of goods.
[00:23:58] Scott: We still walked away with $131. Now the other cool thing is we are ranking for keywords. And actually, before I got on here Chris had Skyped me and sent me a little Skype message. He says, we are number four for one of our top keywords on page one. It’s crazy and then we’re on the middle of page one for a few others and also at the bottom and we are in page two some of the really, really needy ones. Some of the ones that we really would love to be there for.
Again because we had an email list, we took that email list and we provided value over this eight week process and then we gave them a great offer. We weren’t spammy about it, we weren’t beating over the head with it, we segmented our list as you heard in the very first part of that. We did this in less than a week. We’re off to the races now. Now we are going to turn on pay-per-click for this product and then we going to start drilling into that. Now guess what happens, well in the background we’ve got another product coming. Actually as I speak right now it’s landed. I think we like 50 units checked in in about 300 and we’re now talking when are we going to let the list know about this?
Now, you gotta be careful. We don’t want to just send it today because we just sent them some stuff. What we going is we going to warm them up again. We’re going to send them out some useful content, stuff that we have already posted on the blog. We are just going to repurpose that and say, “Hey just in case you didn’t see this one technique on how to put your bait on this new hook or how use the new X4000 lure and really grab the fish early in the morning.” Or something like that.
So that’s what we going to be doing and then probably towards the end of the week we going to drop a little P.S in then and then we going to boost sales. Now the one thing I didn’t talk about and we didn’t even do this.
[00:26:00] Scott: But we are contemplating doing it, we wanted to see what the email list would do all by itself. But what we could done as well is we could have ran a retargeting campaign in Facebook. Letting everyone know that’s on our list on Facebook because there’s some people have never opened our email. And that’s the other thing I should say too. That’s one thing I left out of this and that was we did mail on one of those no email days we didn’t email the people again that had opened. We sent an email to the people that unopened the email. That just came back to me.
So going back to day three what we did was we sent an email to only people that had not opened our email. This way we weren’t pestering the people that had already opened our email. I forgot all about that so that just came to me and that resulted in 28 sales from unopens. So I just wanted to share that with you but guys this is everything in a nutshell that we’re going through that what we are doing. It’s exciting because we are able to go through this whole process, we are able to share the play by play with you hopefully this is beneficial to you, hopefully you see value in this.
But I’m super excited for all the product we have planned to use this list, to build list as we actually getting ready to run another contest, another giveaway to build that 9,000 email list to maybe 15,000. Then the other thing we’re doing in this process is really then you clean your list. The way you clean your list is when you send an email to people, if people don’t open the email you can opt to have them get out of your list. This way here you can start to bring that list down in numbers but it can be more concentrated, if that makes sense. Hopefully that’s makes sense.
Guys I can continue from here on days on this stuff. If you guys have not checked out our workshop where we go through exactly how to build your own email list and you own asset you definitely, you must go over to theamazingseller.com/buildlist.
[00:28:00] Scott: I’m telling you guys it’s everything we’ve done exactly to a tee. We share that right inside that workshop. So that’s theamazingseller.com/buildlist. Now depending on when you are listening to this, we’re also doing a live in person, in person workshop with 15 people just like yourself and we going to be setting up that contest and that giveaway creating offers, creating emails all of that stuff. We’re going to be doing it alongside them for an entire day and they’re going to walk out with one of these built.
Now the first day is already filled, we’re thinking about doing a second day. So depending on when you are listening to this, if you have any interest in joining us in a live workshop in person like in person, it’s going to be in North Carolina it’s going to be June 26 would be the second day one if we do it. Head over to theamazingseller.com/live and you can get all the details there.
Alright guys so this episode is theamazingseller.com/357. All the show notes, the transcripts, the links everything will be found there so definitely head over there. Episode 356, I’ll have that linked up in the show notes too but definitely listen to that one if you have not done so already. All of this will be just a lot more clear for you to kind of get it because I referred back to that episode quite a bit because that is the seven step plan strategy that we are using for building a brand inside of a competitive space or saturated market. That is how we are doing it and you can see exactly how that is being done if you listen to that episode.
Alright guys, that’s it. Once again guys I want to remind you that I’m here for you, I believe in you and I am rooting for you but you have to, you have to… Come on say it with me, say it loud, say it proud, “Take action.” Have an awesome amazing day and I’ll see you right back here on the next episode.
Click Here to Download Transcript <<