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…launch your products with no incentivized reviews or without needing incentivized reviews. I'm going to actually let you guys listen to my live presentation that I did at Sellers Summit out in Ft. Lauderdale, which was amazing by the way and I got, to be honest, I'm totally pumped to get back on the mic. A lot of you that are listening, that were there got to meet you in person, Man oh man, I'm telling you to listen to those stories, to listen to where you guys are coming from, and kind of how the podcast has helped you or just even guided you a little bit to get to where you are today is so, so rewarding and I told you guys that when I met you guys.
If you guys are listening, you did not attend that event it was awesome. So anytime you get a chance to maybe attend a live event, like Sellers Summit, it's all about the networking for me really. I mean, there was a ton of great presenters and it was just really, really mind blowing. A lot of things that I walked away with that I want to implement like right away but the networking there's nothing like it. And I have to say Sellers Summit, they do such a great job. Steve Chou, that is, and Tony Anderson they do just a great job because they make it small, they keep it small. So this way here, you feel as though you like know each other after the day or two that you're there, you literally feel like you know everyone there. All the speakers are mingling with each other, they're hanging out with each other, and some of these bigger events you never see the speakers.
So I love it that we're able to sit down at a table, have a lunch with people, the networking parties, all of that stuff, it was just really, really awesome. So, if you guys get a chance to attend the next Sellers Summit, I'm not even sure if Steve has announced that yet, but when he does, I'll let you guys know but it was just awesome. I will say this, okay? My voice is just coming back. It was going towards the end, good thing I spoke on Friday, not Saturday, and I got back home and I had just a terrible chest cough now.
[00:02:07] Scott: I kind of blamed that on speaking too much but I just think it's something I caught and it was just coincidence I guess. But, I am still coughing a little bit but I'm going to try to get through this pre part of the podcast because I'm going to actually let you guys listen to the Facebook Live that was recorded while I was doing the presentation. Everyone said and they got a ton of value from it and it really just breaks it down exactly how we did it, and how we are continuing to do it, how to launch products without needing the incentivized reviews. All right?
So you guys are going to be all listening to that. Now, before I do, talking about Sellers Summit that is, some of you asked, “Scott how do I get recordings? How do I listen or watch the entire summit?” Well, you're in luck. Steve Chou has actually recorded everything and made like a virtual pass. So you guys can check that out by heading over to theamazingseller.com/summit. S-U-M-M-I-T. So, theamazingseller.com/summit. You’ll get all the recordings, all the resources.
It was two days, intensive two days by the way, where we talk about growing your ecommerce business not just Amazon. We talk a lot about Amazon but it's about how to build your ecommerce business. We talk about automating and scaling, external traffic, Facebook traffic, Instagram traffic. We actually had a girl on, which I'm going to probably have come on the show, Rachel, who talks all about, “How to get stuff to go viral, and how to capitalize on that in your ecommerce business.”
We also had someone there that was talking about, “Videos and how to use them to push traffic to your listings or to your ecommerce store.” So talk of all about traffic. We also talked about or we, I say we, they did. They actually taught all these up suspension and prevention. We also got to, and I did, I really love this, as being able to listen to seven and eight figure brands, explain exactly how they did it and what they learned from it.
[00:03:58] Scott: The crazy thing is, as I sat down with an eight figure business owner and we talked all about his business but the crazy thing was is there was there’s things that I’d seen that he can do differently and you would say, and I would say to myself is like, “How can I even help this person already eight figures?” But there’s a ton and they were actually asking me questions on how they can do that. So it was really awesome to be able to kind of sit alongside these seven and eight figure brands and kind of talk about business and see how I can actually, maybe even give them a couple of tips here and there, to move forward in growing their business even bigger.
So, pretty awesome stuff. So definitely go check out those recordings if you're at all interested. The last thing I want to mention here, a little update on our North Carolina unofficial meet up, it is finalized. I had some people say, “Scott, I already heard you mention it before, I went to that link that you gave us and nothing is there yet.” Well, that's my bad because I didn't confirm it yet, but now it is confirmed. So if you go to theamazingseller.com/nc, that's North Carolina, you'll go right to that page where you can actually let us know that you're going to be there.
This is totally free, we're just going to be able to hang out and kind of do a little meet and greet. The only thing I ask, anyone that does attend, just maybe buy a coffee not necessarily for me, but buy coffee for yourself or a drink because I want to definitely give back to the community and also the business that's allowing us to have this little unofficial meet up there, which is actually Rush Espresso Café which is in Ballantyne, North Carolina. And all the details, like I said, will be on that page. We're going to be doing it at four o'clock in the afternoon June, 23rd, that's on a Friday, and yeah.
Go over to theamazingseller.com/nc and let us know that you’re going to be there. Just say, yes I'm going to be there, or maybe, or no, or just say, yes, or no, it doesn't matter. But, anyway, just let us know on that page so we have an idea of how many people are going to be attending that all right? So, that's enough chit chat let's get to it. Let me go ahead and play this recording for you, that you can listen to, that I did at this year’s 2017 Sellers Summit event where I talk all about, how to launch your products without needing incentivized reviews. So sit back, relax and enjoy.
[SELLERS SUMMIT RECORDING]
[00:06:09] Scott: Yes, so today we're going to be talking about how to launch your private label product without having to go after these incentivized reviews which you guys if you guys attended Greg Mercer's… His presentation today. He talked about that and how that kind of changed the game a little bit, and we all kind of felt it, we all got a little nervous, I should say, but it's not the end of the world. And I'm going to show you the old way, the new way, and kind of what we're doing to launch products. I actually have a case study I'm going to share with you really recent. We did this entire thing I'm going to share with you guys to a team, I’m going to share exactly what we did to spike sales because that's really what it comes down to.
For a lot of people, they think about reviews are sales. Reviews are a great thing when you're trying to get a conversion. But if you pick products that don't really compete on reviews, it's not that big of a deal. So I just want to stress that. But it does come down to sales velocity. If sales velocity happens, we will get reviews organically. We're not talking about saying, “If you buy my products for a discount or if I give you my products for a discount I'll give you, a discount for that review, and that's not what we're talking about.” That's what we did. And really I always looked at the groups as like, they were classified as reviews and groups for those but, I always looked at it for me personally it was a sales velocity little mechanism. It wasn't necessarily to just get reviews that was like a secondary part of that.
But anyway, what I want to do your really quick though is let anyone in the room that doesn't know my story a little bit, I'm not going to go too deep because I've got a lot to cover and I also want to give a little bit of time for Q&A because I think we're going to have some questions. How many in the room right now have listened to the podcast that I have, The Amazing Seller podcast?
[00:08:00] Scott: Not bad. Over 50% probably in the room. That's pretty cool. So anyone that hasn’t listened, I have a podcast called The Amazing Seller Podcast, it’s just over two years old, we are at 360 episodes. I publish Monday, Wednesday and Friday and it just received over seven million downloads in iTunes. The reason why I say that is because I started that podcast, I started with my dog, Brody which is my sidekick. And I'm telling you if a dog could launch a product on Amazon, that dog could launch a product on Amazon.
Because he usually lays below my feet as I'm recording or as I'm working, and he hears a ton about this business, he just can't talk well or type well. I can't type well either but I can still launch a product on Amazon. But, my point is I started a podcast really because there wasn't that information out there really for myself, and I just wanted more. I want to consume more, I want to consume more. So I said, “I’m going to go out there document my process.” Because I was getting some success at the time that I started. I think I was about six to seven months in, had over $120,000 in revenue generated with one product and that kind of opened my eyes.
So I started kind of going on the Facebook groups and kind of trying to figure out my way and everything and then I just started hearing people asking… They were asking questions, I was here answering questions and then I was like, “Maybe I'll do this thing, I'll document my journey, I'll also be able to reach out to other people that are into the space, I can learn,” I'm always learning from other people. I'm here this weekend to learn along with you guys. There's a ton of the great people here, a lot of great speakers and presenters.
But, that was the main reason and then this thing just blew up into seven million downloads. And a lot of people. So with that, I have been able to help people. These are not necessarily my screenshots, these are people that I helped not in this room a bunch more. Actually, last night, a short little quick story here, I was at the little networking party and a bunch of people came up to me saying, “Scott, I'm a big fan of the podcast. I got to let you know man, that since I've been listening to your podcast, I listened since like episode one. And like that, I've launched my product.” I'm like, “Cool, man. How is it going?”
[00:10:08] Scott: And he’s like, “It's great. We just did $500,000.” I'm like, “Dude, why aren’t you emailing me that stuff? I got to hear that stuff.” That keeps me like going to the microphone and keep speaking about this stuff. And I get those messages but really to see someone and talk to that person, it's really just, it's an amazing experience. And I had a bunch of other people ask me, another guy was $60,000 in revenue, another guy was $500,000 again, another with $250,000.
So I learned a ton. And the reason why I'm saying this is because I want you guys not to just realize that I've done it, but I've helped people do it through my podcast. And for me, that's like really awesome because I get to actually see other people's businesses. People will email me, they’ll show me what they're doing, what's working, what's not working, and that's why I've seen the old ways, I've seen the new way, and I've also seen… I've got my own kind of hunch of where things are going. What I'm going to share with you today, I believe will be an asset you can create that will help you launch products from now and in the future.
I'm hoping anybody won't take that away from you. But, again, just to kind of let you guy know, and I'm also experimenting all the time. This is a recent test brand. I say test brand it's an open brand concept, very similar to what Greg Mercer is doing and we launched some products in November, we had an amazing fourth quarter, it was over $90,000 a month. And what the open brand concept really is, is like you have a main brand that's like XYZ wholesale and then you have like a garlic press, tire iron and a mouse for a computer. You can launch anything that you want underneath that brand. That gives us the flexibility to kind of test and play and kind of see these different markets. But I'm also a big fan of creating brands and that's another brand that we just recently started. This is actually not even a full month-old… Just over a month old.
This was what we did it with two products, I believe. The first product launched just over a month ago. We did a launch, which I am going to share with you guys what we did, this is brand spanking new. Like do you see the screenshot that was from April 16th to May 16th? That’s when I was kind of prepping for this event.
[00:12:05] Scott: So just to let you guys know, this is what I want to share with you because this is like the most recent thing that we did. So that’s what I’m going to be sharing with you guys. Now, Amazon changed the rules and they said, “No more incentivized reviews. No more incentivized reviews. We're not going to allow these anymore.” And if you guys don't know what that really means, again, I'm going to repeat that because I think it's important. It's where we would say, “Hey, listen. I'll give you this product at a discount if you leave me a review.” Now, there's groups out there that were also allowing us to do this. And all that that group was, and still is, is people raising their hand and saying, “I would like to receive products in exchange for a review, or just at a discount.” So all of these is a list of people that said, “I like getting products at a discount.” And then you would say, “Here’s a garlic press.” “Sure, cool. It’s only $2 I'll buy it.” And then they would give you a review.
Well, since this whole you know review thing has changed a lot of these groups now, they are a deal site. Which is nothing wrong with that. The only small little problem with that is that these people have been conditioned and trained to leave reviews. And the little tagline they used to put in there is like, “I have received this product at a discount for my unbiased review.” Like that's really what kind of set Amazon off to say, “You know what, we don't want this because customers are seeing this and they are like, ‘Wait a minute, what is this? They’re influencing the reviews?’ We don't trust this platform anymore.”
So they’re going to do away with that. And that's really what they did. So, again, what does this mean? Well, there's no more discounts in exchange for reviews, like we said. It's also going to be harder to launch new products in theory, I guess, it's harder to boost sales which again, let's go back to what we talked about, sales helps you get ranking which also gets more sales and then reviews will be a byproduct of that. And then it’s harder to rank for keywords. And I say all this stuff with that's what it meant for a lot of us when we couldn't do this anymore. So it's like, “Oh, my gosh, what are we going to do? How are you going to launch a product?”
[00:14:00] Scott: It's harder in a sense to do that. So who is guilty of that in this room that's done a launch? Raise hands. Come on, there is probably more of you. You guys are not alone I've done this myself. This was my first launch ever. And this is going back a couple years now. And that huge spike there that you see was a giveaway with a group of reviewers that were willing to do that. I gave away 147 units. I didn’t plan on that by the way, but it was like a hundred units but the list was just, they just scooped it up like crazy. I had like literally like put my inventory in reserve in the whole thing.
But 147 units… and one thing I want to point out is, it the cost me $1,800 dollars to run that promotion for one product. And that cost comes from your hard cost, cost of goods. So it cost me five bucks for the product, FBA fees, let's just say five bucks, ten bucks and I had to pay for the service. So most people were like, “Man, that's crazy, that's a lot of money.” It is but look what it did, okay? It helped me start to get sales velocity and then get reviews. And then that's really what kind of gets the momentum going. So just understand that depending on how you’re going to do it, you want to get sales velocity out of the gate. And that kind of like gets gives you set into the algorithm of Amazon and then we start to rank for keywords.
So I know we're all here like, “How do I get reviews?” It's not about getting the reviews right now, you want to understand how it actually works and then all you have to do is figure out how to get those initial sales. So, again, I want you keep an eye on that number. 147 units, $1,800 cost. Now, let’s just kind of go back to the old way. The old way again so you guys understand. They would build the email list in these groups for reviewers and they would raise their hand and say, “We want discounts.”
So understand that. The new better way of doing it is to create that type of list in your own market. And you're not going after someone who already built it that's going to share it, this is going to be your list.
[00:16:08] Scott: This is going to be your asset. And it's funny I'll share a little story with you guys. After this happened, I was right along with everybody. I'm like, “Holy crap.” Like, “What do we going to do?” Like, “This is going to be hard.” Like, it was so easy before. We would just go and say, “Here, I want to give away 100 units.” You put your little ticket in, you pay the money and boom, people would start buying it. But the thing is, I would get the sales and I would possibly get some reviews, but then I had nothing else to hold in my hand. Nothing.
So I sat down with my team, I'm like, “Let's kind of think about this.” Like, “What's the way that we can still do this?” It just felt like the light ball came on and it's like, “Wait a minute here. All this is is an email list. It’s an email list of people that want to get products at a discount. Wouldn’t it be better if we build our own email list in our market? And then when we have products that are ready to be released, we can give them that stuff.” But even more importantly than that, there's other cool things that I'm not going to get into today because it can get a little technical.
But, you can do a lot of retargeting with Facebook with an email list, you can set pixels on that page, just a whole bunch of cool stuff that you can do and it's not that complicated to set this part up. But, I just want you guys to understand like this to me is the new way. Build an asset that you have that you control and then from there, you can launch products. But also you can just keep communicating with that list and then also get new ideas, you can do surveys, there’s a ton of great stuff that you can do with building your own targeted list in your market.
So the good news is, this does level the playing field for all of us. Before it was like whoever had the deepest pockets, just go up and just keep hammering. And there's still people using groups. And I'm not saying all groups are bad, I just think that if you, and just to let you guys know to a little side note here, I know people that were also on the other end of the group where they were the people that raised their hands and said, “Hey, I would love to receive products at a discount and I'll leave reviews.” Those people can't be reviews anymore. Amazon banned them for leaving reviews.
[00:17:59] Scott: They've literally traced them back. So that doesn't tell you something. So Amazon is aware of certain groups, certain people, if we go out and recruit our own people, we're not telling them we're looking for reviews, we're not telling them we're doing anything other than giving them a discount on our product. That's it. And more value in our market. So we can build our launch list, that's what we'll be talking about. We can launch products easier, which I'm going to demonstrate that, we can boost sales at any time and we only can control our own asset. You got to remember this is an asset. If Amazon goes away tomorrow, you have that asset. If I have my own ecommerce store, I can drive from there.
So just understand that it's not bad news, it's good news actually. And Google has been doing this for years, Google Slack. I've seen people build businesses on Google, they do this all search engine optimization, you manipulate it, and then all of a sudden Google comes up, slaps them in the face, they lose their business overnight. The people that play by the rules, they rise to the top. So this is a little bit of a longer strategy but to me, it's a better strategy, and the asset is there for you forever, and there's so much you can do with that asset.
Like I said, you can upload it to Facebook and you’re retargeting and just a bunch of really cool stuff. Surveys, just a lot of really good stuff. This is what I want to show you. This was the most recent one that we did. Like I said, that right there is product number one. They can see 40 sales, overall almost 77 the one day that I think it was, and then we dropped about 50. That was in a three-day span when we launched to a list that we built. And we built an email list of over 5,000 emails in 30 days. And we did all white hat, there's nothing black hat about this not even gray hat. So, product one.
Product two, if we have time, I'll share with we did with that one which we didn't use all of our potential because we just launched a product back to back. We didn't realize that we were launching products or that our products that were going be landing so close together and they ended up coming in. So we had to make a little bit of an adjustment there which we did which still sold… I believe it was over 77 units when it was all said and done.
[00:20:02] Scott: But product number one, we got ranked really well really quickly and we also didn't lose money, we actually made money on product one. So the old way, like I said is to go to groups that have reviewers that you are able to you know give away your discount, and then spike your sales, get reviews. All that. The new, to me, this is my opinion, is basically doing your own email list and your own people. And that they're not trained to leave reviews. So a little bit of more good news. You aren’t going to risk your account for suspension.
There's always that thing, “Well if I use one of these groups and they can traced back, it could potentially come back to me that I did something wrong.” Boom, suspended. You're doing $30,000 a month, gone. Now you got to wait get unsuspended and all that fun stuff. You’re going to spend less money doing it this way because, in end, you’re going to have an asset that you control and also you're going to cover costs in the beginning, and I'll demonstrate that here in a minute. You can generate a profit during launch, which is kind of unusual when you're doing a giveaway, and then you're walking away with your own launch list which to me is the ultimate thing.
So, just understand that the product launch really looks like this. Give Amazon what they want, and they will help sell your product. And you guys have probably all seen it ‘frequently bought together’ and this person looked for this, looked for that, sort of seeing your ad showing up where your other products… So it all kind of tangles itself together which is good, but it starts with getting the sales. The ranking comes from the sales. So if we get sales out of the gate we're going to start to rank. If we start to rank, we get more sales. If we get more sales, we naturally will start to get reviews.
So a lot of people go, “I want to get a hundred reviews.” You got to get the good sales, you got to get rank, you got to get sales to get the reviews. A lot of people say, “Well, you can’t go out there and ask your customers for reviews anymore.” That's not true. You can go out there and say that… The one that always kills me, I order a product from Amazon and I'll get the card and it will say, “If you had a great experience and you want to give us a five-star review, go here.
[00:22:07] Scott: If you think it’s anything less than a five star, email me.” Can’t do that. What we do is, we email our customer after they've received the product, we make sure that everything was delivered fine, they're happy. If they have any questions, we usually attach a little PDF of some kind of resource. Then from there what we'll do, maybe four or five days later, we'll email them again, “Hey, we’re just following up with you, we’re a locally owned business, we're family owned. We just want to make sure that our customer's taken care of. If you can be a good favor and head over to Amazon to let them know how we did, that would be awesome. Take care, Scott.” And that's it. No coperate-y, none of that stuff.
So well just keep in mind rank, sales, reviews. That's kind of how we go. Now the secret source, again, is sales. You're gonna hear me say this over and over and over again. In the beginning, we want to get sales. Everything happens when you start to get sales. The momentum starts to go. And again, I'm going to repeat this because it's really, really important, the two big things is, it increases your chance for keywords to rank. Okay? And I'm going to show you in a second here too because you know you’re going to say, “How do I rank in these keywords like?” Well, number one, you have an optimized listing which we'll talk about.
But, you also increase your chances for reviews. Through that promotion that we did recently, we got nine reviews from that promotion. It's not bad. They’re organic. So and that stuff will just continually rise. And again, the keyword ranking gives you more exposure to buyers and the result equal sales and again it increases your chance for reviews. So again, going back to that example or it in all through that time you know 178 units sold through that. This is what I'm going to share with you, the breaking down exactly how we did that. So the first question you have to ask yourself, I can show you everything right now that I'm showing you if you have a terrible product, it's not going to work. It's not going to work.
[00:24:02] Scott: If you have a terrible product, if you have a product that is not desired by people or it’s just a crappy product, you can either get you know initial sales give you a terrible reviews and all that stuff. So you also have to understand what depth and demand is. You have to understand what depth and demand is and I'll show you an example here in a minute. But the big thing is, is what are the top 10 sellers doing? And if you understand what the top 10 sellers are doing, you can see what the potential is. And then you can say, “How many units do I have to sell in order to rank?”
And as soon as you understand that, you have a target of what you need to shoot for and now we can gauge how many units we want to sell throughout this launch process. So an example of good depth and demand looks something like this. If I was to show you this screenshot and up the first three have all the sales and everybody else had like one hundred units sold per month, that would be top heavy. We call that, top heavy. That's where the top three sellers are taking all the demand and there is no depth. In this case, we've got depth spread out throughout this entire thing.
Now, my strategy also is to sell 10 units a day or more. It's not going after the products that are selling 100 units per day, that's just not my style. I'd rather go after products that not everyone is looking at. Like it's not that big of a deal, 10 units that’s okay. Ten units a day, $100 per day profit you multiply that by five now we're at $500 per day profit and we can kind of keep working that strategy. That's my strategy. But, you can see here there's a pretty good amount of sales running through the top 10. We've got 4,696 sales if you were to collectively add all those together. So this tells me also, “Okay, well, let's divide that up and let's see how many sales you need to generate to rank in the top 10.” So an example of that would be like let’s say that it was 10 units per day that are selling on average. You basically have to beat this number or at least come close to it.
[00:26:02] Scott: And from at this point, you say, “Okay, well then I go to get 10 units with.” Maybe you give 20 units away for five days. Now you’re going to boom, boom, boom, boom, you're going to get up there. But, again, it comes down to picking right products, your competition level, your reviews. I always tell people, “If you want to have products that have thousands of reviews, it's going to be harder game for you. If you go out for products that have 300 or less reviews, it’s not going to be that big of a deal. We’ve launched products with zero reviews. Actually, we have one product right now where we have, that we launched in the open brand, it has three reviews and it's selling between 30 and 50 units a day. And we're only shooting for 10. So it's clearly it's not driven by reviews, people are not buying it because it’s review driven.
So first up and for some you this might be like, “Okay, I kind of already know this,” but I need to go through this because it's important. You need to understand how the platform works. People search for keywords, in this case, the garlic press. Does anybody know the garlic press and stuff? All right. So the garlic press is like my product and people still launch these products. Please do not launch a garlic press. Please. A garlic press, a barbecue mitts and the brushes do not. My biggest tip, biggest walk take away do not launch a garlic press. And I do not sell them. Everyone thinks, “Yes, Scott, you just don’t want people to sell because you sell them.” I don’t sell a garlic press. I probably should though. I think about even having one just to kind of do it as a joke and see what would happen, I don’t know. Keep an eye off for that. That might happen. That's a good idea. So garlic press.
So if we search for a garlic press, Amazon is going to list the relevant products. The keyword is the relevant products. Very important that you know that. Buyer lands on first page or page one, buyer clicks on the product, buyer purchases the product and the sale’s made. And then guess what, Amazon gives us a little bit of their love. They go “Oh, okay let's see.” Some searched for garlic press, they’ve seen a listing, they purchased, boom. We should probably rank these guys for garlic press. It makes sense.
[00:28:03] Scott: So that's what you need to understand is that, it's very, very simple if you break that down but it's driven by sales. You guys are going to hear me say sales, sales, sales. Greg even said it this morning. “The people that are not succeeding in this business are the ones that don't take a loss in the beginning.” And I'm not saying you have to take a loss but you have to understand that you're not making money upfront, you're driving a business. And I always use this analogy. If you open up a brick and mortar store and you want to get customers, and what do you usually do? Grand opening, you have bouncy bounce for the kids and free hot dogs and this. That costs a lot of money to get people to that bank that weekend, but it brings awareness to it. The same deal. It's very, very simple if you think about that.
So the big question is, how do you rank page one? “Scott, what’s the secret?” Sales and relevancy. You have to get sales and you have to be relevant. If you're not relevant then sales don't matter because then Amazon doesn't know what you're selling. So feed Amazon what they want and they will help you sell your product. Like I said, they’re going to give you the eyeballs, they are also going to give you additional marketing. They are going to say, ‘frequently bought together’ and you're going to start to spike more sales. If you have other products, that's going to help pros promote your products.
So everything kind of comes down to sales. And again, here we've got some tackle boxes. So how to rank, how to get in the third position. If you look at the depth and demand, we know how many units are selling and how many units we need to match to have a chance to be there, and we need it to be optimized. So step one is that optimize your listing before you launch. Do not launch unless you are optimized. Now, I'll go through some points as far as optimizing. Listen, it's really not that difficult it's pretty much common sense. But before you launch, make sure that you've done your homework and you've done the optimization. And a lot of people say, “Well, Scott you know I've got my product, it's coming, it's a boat or it's in the air, and it's going to be coming here. What do I do?”
[00:30:01] Scott: “It’s in manufacturing, it’s going to take 30 days what do I do?” You work on optimizing your listing. Like you do keyword research. You get as much, much information. You build that thing out of the best that you can.
So basically, this is what it looks like to me for the key components to optimize your listing. Keywords included in the title. This does not mean stuffing your title. This does not even like, “Oh, that sounds good.” Like it doesn't read well, no. If it's a stainless steel garlic press, that’s your keyword that's in that title. Now, you can add things. Six inch, rubber handle, whatever. But you want to make sure that your keywords are included in the title. The title is weighted the most. That's what's going to kind of like tell Amazon what you have to sell.
The other thing is, your images are very, very, very important because when you get the eyeballs, you want people to be interested enough to click in. So there's like different parts of it. We've got to get eyeballs on our listings in the top 10. Now that we’re in the top 10 we got to get eyeballs to say, “Oh, that looks interesting, click on it.” Then when people click on it, we are going to probably get them to read our bullets which we're going to be talking about benefits and features. I always lead with benefits and then features. A lot of people like to say that all the cool things that it is but you want to talk about the benefits it's going to do for the person.
And then four is your description. Very similar to the benefits… I'm sorry, yeah the bullets. But the thing is this, you're really telling Amazon not just your customer. I would probably bet that not a lot of people even go the description. But, it's another location for you to fill out to give information about your product to tell Amazon what you're selling. Like you're telling them all of this different stuff and then back end search terms as well. And the one thing I want to say about back end search terms, a lot of people are like, “Oh, cool. They just increased the amount that we can put in there, cool. Let’s just stuff it with everything.”
That can actually hurt you because if people start showing up to your listing and it's not relevant to what they're looking for, they're not going to buy it. If they don't buy it, your conversion goes down and now your rank goes down.
[00:32:01] Scott: So all that plays into it. So do not try to game the system by stuffing keywords till they say, “Oh I would love to show up on page one for a garlic press but I sell a baseball bat.” That's not going to work. So that's really important to understand that as well. But that's your optimization pretty much. So, again, your title is very, very important. You thumbnail images or your images in general because that's what's going to draw the attention, is very important. If you're going to spend money, it's going to be on your images. The one thing I see people doing is trying to do their own pictures. Ex-photographer here, I didn’t tell you all my story. If guys have not listened to my story you know, episode 300. Go check that episode out. It tells you everything about my whole back story.
But I was photographer with my wife and I for years. And there's one thing you can't like create a good image if you don't have the background as far is like lighting and… I mean lightning is a big deal. Like people don't know how to light their images probably. But you want to really professionally…That's like the value… That's like that the representation that you're doing of your product. It's like the closest thing that get to touch your product. So make sure that that's really, really high quality. I can’t stress that enough. And then again your bullets, really important, lead with the benefits and features and then optimize your listing end of description.
Again, just filling it out, building it out. Don't do anything crazy here with a ton of HTML like they don't want you to do HTML inside of there. This actually, they actually did a little bit with vaulting and stuff. I don't really see a huge difference in it. I mean I don't see people getting hurt by that if anything, they would just get rid of it. But just stay above board on that stuff. Don't try to game the system with descriptions stuff it's not worth it. But just if you have the characters in there, if you have the words in there that's going to help you.
And then in the back end of your search terms, the same thing. You want to lead here… And there's been some new stuff happening within the search term and phrases, and all these different stuff that we're not 100% sure on yet. But, one thing I would say no matter what, is just lead with your most important keywords in the phrase order that you want them to searched for.
[00:33:59] Scott: So if it's stainless steel garlic press, make that stainless steel garlic press and then maybe black handle, blue, whatever. That's what then you would want to go with. But try to keep your phrases together the best that you can. Again, there is some stuff happening right now that we're not 100% sure what's happening but they’re talking about phrase matches and stuff in the back end but we're not going to get into that. So again guys, Amazon ranks for keywords from sales. But the sales get their optimization and all that stuff to kind of build off for that. And then again, just to remind you guys because it's really important is, you have to understand that your sales will help you rank for keywords and that will help you get the reviews.
So just understand that. So the old way of launching again was giving away your product for free or deep discount. I mean a deep discount like 90% or more and I've done it. And that's where I spent $1,800. The thing with the review groups is, and the reason why I feel that they are bad at this point in time is because number one, they only focused on random deals. So they're not like necessarily my audience, they're just an email people saying, “I want to see receive a discount. Send me a discount.” They are already trained for the most part to leave a review because the old days, eight months ago or whatever it was, was like, “Yeah, discount, review.”
That's what I'm obligated to do. I'm signing up to this group because I'm getting discounts because I get reviews. It's hard to untrain that. So I don't want to be involved in that. And then also Amazon you basically, they can be on their radar as far as like the group, so we want to make sure that we stay away from that. So the new way to launch products is to create your own launch plan and to get your own sales. And the new way really starts when picking less competitive products. So maybe you already have products and it's competitive you can still do what I'm going to share with you, but if you're starting and you're just starting to kind of get into the game or you're picking your products, go after less competitive products. It's going to be less headaches for you. And you’re going to be able to do exactly what I'm going to show you and it’s going to work.
[00:36:05] Scott: Look at good depth and demand, look at low reviews, I mean 300 or less and a little bonus here. If you see a possible new trend, you can jump on that trend because you’re going to be first to market and then kind of when you get rooted in there, it's going to be hard to knock you off of that because you already have that momentum, you've already seeded yourself inside of the algorithm. So the launch plan looks like this. Optimize your listing, build your launch list, email list. A little actual thing here is if you have a brand that you can create a Facebook page or a Facebook group, you're going to have a bigger advantage because you are going to be able to reach out to those people as a list as well.
Now, you can kind of do both simultaneously, that's kind of what we did but it's optional you don't have to do the stuff. The main thing I want you guys to understand is you can build that watch list like now, you can start that without worrying about, “Well, I got a Facebook page what do I post?” It’s the content like you’ve been doing this without even having to do that. Then announce for discount for 50% off. Remember what I said, people are doing and that including myself, 90% off and sometimes even more free to get those. And I guarantee we can have did probably double or triple the sales that we did on this last one if we did it for a dollar or free. We wanted to test it at 50%, we did good we actually made money from it.
The basic funnel looks like this, this is step one. Create the plan, create the roadmap. What's it going to look like for you? Traffic? We use a contest page. We'll talk about that. We do, a thank you page, which is also a share page. That is like one of the most powerful parts of this little plan is that thank you/share page. And then the email capture comes after they’ve kind of went through that process and then we follow up with an email. Like that’s as simple as I can make it for you. Now, can this be more elaborate? Yes. Got Mike Jackness in the room. He's got a really… He started this way in a sense but he's now built out these really in-depth funnels from a giveaway. Built a seven figure business on this model. So pretty awesome. So this was like, we did a case study for our live event, we did a live event in Arizona.
[00:38:12] Man 1: November.
[00:38:13] Scott: November. That’s why I bring these guys with me. It was in November. We did a live case study. Before we did it, we were like, “Okay, we've got to build this email list because we’re going to show how easy it is. We want to go build a thousand people on an email list.” We actually built an email list in 30 days to about 10,000 emails. And we did it in a market we weren't even in. We just wanted to prove that we can do it. So I have a list in this sneakerhead mark. My son is 19, he is into Jordan's and all these sneakers that are between $250 to $1,500 and more and I'm like, you know, let's just do a raffle.
So I’d said, “What's the big sneakers, Scotty?” My son’s name is Scotty. “What's the best sneaker?” He goes, “Let’s do a James Jordan Air.” I said, “All right.” So we got a Jordan Air, we put it up there, we put it up on our landing page, we drove traffic to it to this exact type of page. Hit enter to win and, boom, as soon as they hit that, they go to this. You have one entry in this giveaway, share buttons and then we have a nice little trackable link. And in that trackable link, they can get extra credit for everyone that they refer back to the contest.
So for every three people that enter their email address through their link, they get one extra entry. We've had people share it on all things of groups and pages and to their friends. But these people are usually also in other Facebook groups that are in this market. So we're getting in front of other people that are in this because if they give it out to their aunty Mary, their aunt Mary might not do it. So like, “I don’t want those sneakers.” But if you give it out to the right people, it’s going to start to spread and start to grow from there.
This page right here is gold. It really, really works. Then from there, step three is the email follow up. So this case was like, “Hey,” First name. “I just wanted to reach out and say thanks for throwing your hat in the ring to win your own Kobe 11 sneakers.” This was for the Kobe one. “If you want to increase your chances, don't forget that you can share the link to some of your friends, click here get to your referral link, get three more entries for each friend you get to enter. Good luck, Scotty.”
[00:40:08] Scott: Boom, that was it. They would be reminded, “Oh, crap that's right. I should probably do that.” There's the trackable link done. Done. So that, again that’s just part of… It's a system now. We built the system now we just have to get the traffic which will talk about here in a minute. That's just right here. Some people will say, “Well, I don’t know how to get traffic first.” No, you have to build the system first then go get the traffic.
So find Facebook pages and groups. That’s what we did. Instagram pages, we did. YouTube channels, we didn't do that but we could. But our market wasn't really there. And then other social media channels. Real quick story. Instagram pages people say, “Well, how do I run ads in there?” We didn't run ads. What we did for the sneaker thing is we went out to an Instagram page that had… The first one was 300,00 followers, I reached out to Michael, “Hey can I put ad up on your page or I think…” “Yes, 25 bucks.” So I put a post up with one image for 25 bucks to 300,000 followers. I think that we had like 300 likes and I think we got like maybe, I don't know, 75 or 100 emails for 25 bucks.
Then I found another page that had a million followers. I'm like surprised if they’ll respond to me. Like an hour later, yeah it was $100 for one post. If I wanted it to stick forever and not come down, it was $125. So I said, “All right. I'll take the $125.” My son was blown away. We literally had emails pouring in. We had over 3,000 to 4,000 likes on the post. And then from there we actually drove them over to our page and we got… We had maybe 600, 700 emails. They were flying. I was refreshing the page and I was like, “Now we’re 50, another 75.” I just kept compounding. It was insane. So that works really, really good we did that in that space. This new space that we're in we didn't use Instagram because our audience isn't there. We used Facebook ads.
[00:41:58] Scott: We just found the Facebook groups. We just targeted them and then we just started driving our little contest page, here is the bundle. The one thing about this here, and probably I have it here somewhere, let me go back. The biggest thing here though is your offer. You have to have an offer. I get a lot of people say, “I got a tackle box and it sells for 25 bucks. I'm going to give away my tackle box.” It's not enough. We say $100 or more. Now, I don't know, Mike, you'd like $40? Was it yours like $40 or $50.
[00:42:26] Mike: I do delegate.
[00:42:26] Scott: You do delegate away? Okay. Go to his presentations right after this. Isn’t that, look at that, look how easy that was. We didn't even plan. Yeah. So basically, I’d like to have a really, really great offer. We do it for 30 days because we wanted to kind of give ourselves more time. And we did for 30 days and again, this one here did over… It was over the first one to like 6,500 then the next one did like 12,000 or something, crazy. And the most recent one the launched to a product to that one I think we did 5,500 emails in 30 days but the offer was about $175 value.
And that value is really you going out and finding products that are related to your products, that could be an accessory. So an example, if you're going to go to the fishing market, you would go and find a top fishing pole that bass fisherman are looking for. And you get that fishing pole, you buy the net and then your tackle box will go in part of that. And then down you would go ahead and do this giveaway for 30 days, gather everybody and then you announce and you will say, “Hey, Sue sorry, you didn't win but you are still a winner. We're going to give you 25% off of our tackle box.” Boom, sales.
Now, the other cool thing is, and I'm getting a little deeper than I want to go but I'm going to do anyway, you can also drop a Facebook pixel on that page, on the landing page you know you can start creating a Facebook custom audience. So even if they don't opt then, you can still know that, “Oh, they clicked on my page. So they're pretty much interested in bass fishing. So now I can give them ads back to maybe offer or maybe to my other products.” So that’s the other cool thing. Those are tons that you guys can do. I don't have a lot of time. Case study, results for our product was this. This is exactly what we did to a T.
[00:44:00] Scott: We are lucky enough to have in this brand a face to the business. If you guys had the opportunity to have a face to the business, someone that can drive the business, do it. If it's you, if it’s someone else you know, if you know someone with extra teeth and they want to be the face of business, it’s really awesome because we were able to do Facebook lives. We did a lot of Facebook lives leading up to what we were going to do on our Facebook page.
Now just to let you guys know you all familiar with Facebook ads. In order to run Facebook ads, you have to have a Facebook fan page. It's just part of it. And in the process, we've got 2,000 likes to our Facebook fan page just because. We didn't ask them to, we just had to run it through our Facebook fan page. And so while we're doing this we're also doing Facebook lives. And we’d have you know around 50 people on and then maybe you know maybe 800 views and it we just started gradually going up. Well, we announced this to our Facebook live. We said, we have a special just for you guys in our community, thank you so much. Here's the discount, you know XYZ, 50 off or something, and then they can go buy it.
Then we follow up with an email to our list and we sent three emails, actually two and a half. Because we send out one email, we let it go for 24 hours and then we sent to the unopens. We said, everyone that didn’t open the email, we’re going to send it to those people we’ll remind them about the offer. And then the last day we sent out a, “Hey, this is your last chance to get the 50% discount.” And that day really spiked. That was our best day actually.
So 152 sales in four days at 50% off. Not 90% not 100%, 50% off. And I would probably want to experiment with that. I'd probably even want to try to do maybe 75% off and see how much of a difference it is. It’d be interesting to see. We ranked on page one from one of our top keywords on the bottom of page one and we got nine reviews pretty quickly. And I got 10 minutes left, okay. So the extra bonus, I'm almost done, the extra bonus is after you launch, you might even get invited to a lightning deal. Not even your audience technically but to Amazon. Amazon is going to say, “Hey, you guys are doing awesome, you’re selling units, let's help you some more.”
[00:46:04] Scott: Lightning deal. We launched three products in the past month, we've got three offers for lighting deals right now and around prime day. For anyone who doesn’t know prime day, it’s like huge, it's like Black Friday for Amazon sellers. July 15th I believe it is. And you can run a lightning deal that week. They charge you $500 for that lightning deal. Regularly it's $150.
We already signed up this morning we’re like, yup, yup, yeah. Because now they're going to help us get sales to get more velocity and we only had a discount and our product was selling for like 18 bucks, we had a discount to 14 bucks. Still making money and they're going to drive all the traffic, sales velocity, organic reviews. So that's the mindset that I want you guys to have. So our next step is to really drive Facebook ads to Facebook Live because now we have a Facebook live, the good thing about Facebook lives. It's basically an advertisement in a sense. And it it's already converted well guess what, I can drive traffic to it now.
You're going to be able to email capture from that Facebook live, you might say, “Hey, to get your discount code, go to xyz.com/special and you can get that.” They go there, they go on a learning page and on that learning page, they enter their name and email address for the discount code. Boom, you've got yourself another email list capture happening. And then you can build a bigger email list or a launch list during this process and growing your Facebook page and group. That's the other thing that's going to naturally happen, organically happen which to me is so powerful because it's a sense of community if you have a brand and supports that.
And if you don’t have a brand that supports it that's not as important. The important part is growing that email list so you can continually stay in touch with these people. And one little tip, definitely make sure you're not just hammering them with offer after offer after offer. Lead in with Gary Vaynerchuk. Jab, Jab, Jab, Right Hook. If you guys have not read that book, it's a good book. Jab, Jab, Jab, that's all they give, give, give. The hook is, here’s something at a discount for a special or an offer. Value, value, value, ask. It works trust me.
[00:48:04] Scott: So the contest model break down really quickly, is one, enter the win ultimate fishing package. Two, promote using Facebook ads are other channels. Three, 30 days and pick a winner. Four, email non winners special 50% off or whatever you want to do, and five deliver value to that email list. There's the breakdown, there's the model. Just literally I’m telling you that rate there is everything we did and everything we're going to be doing moving forward. So your action steps are to find your audience in your markets.
It doesn't take anything right now, any money out of your pocket, just some time locate your audience where they're hanging out. If it's Facebook fan page go find it. Groups, Instagram, Pinterest, wherever, YouTube. Find those markets, find out where they’re hanging out. Creating amazing offer. And then create your lead capture page that can be done in a variety of ways. Lead pages, click funnels, we've got of a plugin that we just created called give ways boost there's all different ways that you can do it. Collect the emails, add value tips and specials. That's literally as simple as it is.
So I am done. I do have a free resource, no opt-in required. You to go there we actually did get an entire workshop showing exactly how I put everything together. We break down that sneaker funnel that I was talking to guys about and we also show how we set everything off and that's there for you guys at theamazingseller.com/buildlist. So if you want to check that up totally free and it's just for you guys to go and check it out and see exactly how we put all those pieces together, it elaborates a little bit deeper into those different things. So yeah, questions? Any questions good?
[00:49:48] Speaker 2: Say it with me, say it loud, say it proud. Take action.
[00:49:54] Scott: I love it brother, that’s good. Thanks, man. I needed to do that, I didn't do it right at the end unless I do that.
[00:50:05] Speaker 3: Scott, for the Facebook or I guess the other platforms, are you creating your group around the product or more of a lifestyle type group?
[00:50:11] Scott: No. It's more about the market. I'm going after the market. If I'm selling a fishing pole, I'm going after the fish market or bass fishing or fly fishing. I want it to be about that not the product about the market that supports the products.
[00:50:30] Speaker 4: Is 50% the max that you can offer and still get it verified.
[00:50:35] Scott: No. I got mixed feelings on that too. Some people said that they've seen you know verified versus… You know I don't really know, I don't really care. Like people think, “Oh, if it’s not verified, it’s not going to rank.” I don't care about that. I just care about the stars lighting up. That's all I care. People don't look. I mean normal people that are you know in our space they don’t go, “That's verified, that's a better review.” It's just that maybe it wasn't qualified because of that. I’ve seen a mix on that. I've seen some people discount even less and get verified so I don’t know.
[00:51:07] Speaker 5: Do you have to do this for each product that you do like most of my friends do pet products. Do I have to do this for each time or wouldn’t there be a [inaudible]
[00:51:19] Scott: No. Well, here's the deal though, if you have a pet product in your training a pet brand, then you want to do this. Because then you want to be able to constantly be letting them know if you have… If you have a product that you can show people how to use, or maybe yours is a tool, maybe if you're cooking you have a garlic press and you are like, “Hey guys, I have this new garlic press I just created it for myself that is why I use it. Now, today I'm going to create this beautiful meal, this awesome meal, the next day you've got something else that you are using as part of yours. So it’s a way that you also integrate your products into your content. So yes, I think that you should be. If you have a brand that has multiple products, 100%. Anybody else? Now Tony is going to let me go all the way to the end, yes.
[00:52:07] Speaker 6: Can you clarify the portion about driving traffic Facebook pages, groups in IG? You’ve mentioned about promoting just specific… Is there a specified account or how do you…
[00:52:18] Scott: No, if you have a Facebook… Sometimes you can target the page itself, the Facebook page. But a lot of times when you go into the targeting, you're going to be able to just select certain areas, certain groups or TV shows. If you know that you're into fishing and you wanted to do a fishing show that’s popular, you would go and target that fashion show. So you can do that too. But Facebook fan pages, sometimes you can target them, sometimes you can’t. You just have to go and type it in, if it comes up, you can target it, if not, you can’t.
[00:52:41] Speaker 6: Instagram, the same thing…
[00:52:42] Scott: Instagram is different. Instagram, the way I would do Instagram, I would just go after the pages that have influencers right now and ask them to put a post up for you.
[00:52:49] Speaker 6: Okay. So you are actually covering that…
[00:52:51] Scott: 100%. It will say, “We’re having a buyer.” It will say, “Contact me for advertising moment.” Thanks.
[00:52:55] Speaker 6: Thank you.
[00:52:59] Speaker 7: You talked talks about going all in and optimizing from the get-go, and I was wondering sometimes now when you are launch, you send in the FBA, sometimes it'll take like a week for it to be received and fully like sellable. So you get that message, that sucks, that says, “Available on this day.” You have the buy a box, you have people do it, but they're probably going to go to pick the better I would assume. So that would hurt your conversion I will assume. Do you have a strategy for that?
[00:53:24] Scott: I wouldn't do it yet. No, you wait until you're live in stock. Yeah, the other thing and that we're going to be maybe playing around with is you also have a pre-order. If we have a preorder and people can preorder our product, and then ones we go live, we let them all have it, now we have an instant rush of traffic. But I actually like the dispersing out of the sales amongst like three-four days anyway. But yeah. So I wouldn't do it until you are live. Wait until you're live and you’ve gotten enough units to get away because you don't know if you're going to do 50 units, 100 units, 200 units. And then if you know that you have a big list that's going to gobble everything up, you might want to just send it out to 500 today, 500 tomorrow, 500 the next day. Spread that out but wait till you are live.
[00:54:13] Scott: Okay. So there you have it. There's the presentation that I did that was live. If you guys want to actually watch that live, that Facebook Live that is, I'm going to post that in the show notes of today's episode. You can head over to theamazingseller.com/368. I have the show notes, transcripts and I have the video embedded in there as well just in case you kind of wanted to watch. I had a great time doing that, hopefully, I get invited back, that's my second year being there.
So if you guys did enjoy that head over to, My Wife Quit Her Job with Steve Chou, and just request that maybe I show up again next year that would be pretty awesome. I had a great, great time meeting all of you that did attend. If you didn't attend, well, you guys missed an awesome summit and maybe you'll come next year or maybe at one of the other events that I'll be attending this year. But there was just so much value that I learned from people there and sitting alongside other people that are just doing things a little bit differently, and then learning through that process is what always again gets those light bulbs to start to come on and get more ideas coming.
The one thing that I did, I did advise everyone in that room and just at the event in general was, you're going to leave with so much stuff that you can do. You need to pick one or two things that you can do right now that's going to get you results the quickest. So this way here you can implement and then see a result. The other thing is, I said you know we can learn all this stuff, we can consume all this stuff but we have to do something in order for anything to happen. It's what I always say, take action. But it's so true I mean we have to actually do something to see a result and we have to give it some time. We have to do something, wait a little bit wait for the results to come in kind of thing.
[00:55:56] Scott: All right, so that is going to wrap up this episode. I will remind you. If you did want to receive all the videos and all of the different resources that are available for that virtual pass of Seller Summit 2017, head over to theamazingsellar.com/summit and you'll be able to get all of those recordings, and all the resources over there which I feel is well worth the small investment in that virtual pass. So definitely go check that out. And guys that's it. That is officially going to wrap up this episode.
Hopefully, you got value from that and yeah, let's go ahead and wrap this thing up. Like one of my audience members did, remember guys, I'm here for you, I believe in you, and I am rooting for you what 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. That’s it. My voice holds out it should I got through that ending pretty good. Anyway, we'll see you guys later, bye.
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