Do you find yourself constantly looking for the next great hack or tip to try out for your business? What makes you do that? Do you have a fear of missing out on insights that others might have? Stop stressing about finding the best hack or tip! On this episode of The Amazing Seller, Scott encourages sellers like you to stick with the basics. He goes through seven key strategies for selling your products. He drills down into familiar areas and wants you to know that you shouldn’t be looking for the next great secret or insight before you’ve mastered the basics. So grab a pen and some paper, and take the time to write out all seven of these strategies, you don’t want to miss it!
Product and Market Research
One skill that you can always get better at is product research. Seriously. Don’t overlook this step. Go back to your product and your market and do an analysis, approach it with fresh eyes. Do the exercises that Scott teaches over and over again. Learn product research like the back of your hand. On this episode of The Amazing Seller, Scott drills down further into this concept and the steps you can take to become an expert. This simple step could make all the difference between your success and the success of your competitor. Make sure to listen to this episode!
Focus on Sourcing
Getting a good deal and cultivating a good relationship with a supplier is extremely important. Dig deep! Don’t just rely on Alibaba or Aliexpress to find a great supplier to source your product. If you can connect and build a relationship with a supplier that you can trust – that is HUGE! So get out there and network, be a good customer for these suppliers and if you get to the point where they can’t help you with a particular product, see if they can connect you with someone who can. If you’ve built a mutual trust and great communication with said supplier you will go far. To hear Scott expand on this further, make sure to catch this episode of The Amazing Seller!
Don’t forget to Optimize!
An important step you can take to drive traffic and build your business is to go back through all your product listings, Facebook Ads, and even your own website to double check for optimization. You want to make sure that you take full advantage of tools like “Splitly” that can help you hone in on your Amazon listings and optimize it for improved results. If you’d like to hear Scott dive deeper into this topic, don’t forget to grab a pen and some paper and listen to this episode of The Amazing Seller!
Expand your reach with list building and more!
Do you have a solid outreach strategy? Do you know what corners of the internet that your target audience likes to spend time at? Have you directed your marketing resources in that direction? You’ve heard Scott hammer on this point many times but don’t skip it – build your lists! Do whatever you need to so you have an email list with people in your target demographic so you can run promotions and other key outreach activities through. If you haven’t built your list yet, what are you waiting for? According to Scott, this is the most powerful and overlooked step so pay attention!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [6:00] Seven Strategies for Selling Products – #1 Product Research
- [9:30] Seven Strategies for Selling Products – #2 Sourcing
- [11:30] Seven Strategies for Selling Products – #3 Optimization
- [14:30] Seven Strategies for Selling Products – #4 Outreach
- [19:15] Seven Strategies for Selling Products – #5 Pay Per Click – Sponsored Ads
- [22:30] Seven Strategies for Selling Products – #6 Facebook Ads
- [30:00] Seven Strategies for Selling Products – #7 Email Follow Up
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TRANSCRIPT TAS 350
TAS 350: The 7 Secrets and Strategies for Selling Products (#4 is powerful and Overlooked)
[00:00:03] Scott: Well hey, hey what’s up everyone! Welcome back to another episode of The Amazing Seller Podcast. This is episode number 350, wait a minute here…
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…What? Episode 350! That is crazy. I can’t believe we made to episode 350. Last episode I talked about milestones, well this is one to celebrate. I need to give myself a high five. Way to go! That was kind of weird but this is awesome. We’re at episode 350 and I plan to continue and I just never would have imagined that we’d make it to 350 when I started episode number one.
I had no idea where this was going to lead and now we’re talking thousands of people that we reach every single episode and I want to thank you guys for making this possible and for sending in your questions on the Ask Scott sessions and being able to connect with you at the meet ups that we’ve had in the past or the live events.
I just want to say thank you so much, this has been an awesome rewarding journey so far for me to be able to reach you guys and help you guys in some small way and again it means a lot and here we are, episode 350. So what are we going to be talking about today? Today actually, I was thinking about I really wanted to address this because so many people are looking for the next new tactic or the hack or the silver bullet or the shiny object. Everyone wants to know the shortcut and the reason why I want to address this is actually I was on one of our private hangouts for our class and one of our students said, “Scott, when are you going to show us maybe a new tactic or a new strategy?”
I was like, “Wait a minute here, let’s timeout for a second. I want to go through where you are at right now. And have you done everything up to this point like why are you looking for new tactics and strategies unless you’ve mastered everything else that we’ve already covered?” He was like, “I understand now. Thank you for that.”
[00:02:00] Scott: Sometimes we want the new thing, the tactic, the hack because we want that short cut but I’m not here to give you shortcuts. Yes, I will give you a new strategy that I’m trying or that I’m playing around with or that someone that I’m working with is. Like that’s fine. Like a new split test, like split testing an image like, “Wow you’ll never believe what happened here. I was selling sunflower seeds and I had a bag showing or I had a picture of the bag and then the other one I spelled out seeds and it ended up converting better.” I got that one from Greg Mercer because in our split testing webinar that we did we actually went through that and that was one of the split tests.
Stuff like that is fine but some people are even trying to go like grey hat or black hat and for those of you that are brand new that you don’t know what that term means or that terminology means it means just really you’re trying to game the system and you’re trying to find a shortcut to get an advantage and a lot of times it’s a shortcut that will be short term but then also can get you banned. I’m not going to be covering any of those. At least in my eyes, I’m not going to be looking any grey hat, black hat type stuff.
What I do want to cover though is I want to cover the seven things that to me if you focus on these seven things, then you will always, always be growing. You’ll always be moving the needle. Really what I mean by that is really just growing as a business and you’re going to be learning through this process but you’re also going to be feeding Amazon and your own channel what it needs. That’s what I really want to go through. I want to go through like the winning formula. There’s like three things to the winning formula for me. Again we’re going to break these down into these seven things. The winning formula to me is good products.
[00:04:02] Scott: Obviously you’ve got to have a good product. If you don’t have a good product you’re going to market it and maybe you’ll get some sales but you’re going to get really bad reviews and stuff and then it’s going to tank. You’re going to do terrible. That’s not what we’re talking about. We’re talking about good product, serving a good market. That would be a little extension there as far as like, you probably should go after a good market but a good product. A good product that’s in demand, it’s got depth like all of that stuff which we’ll talk about. Optimization like that’s the other part of the winning formula because if your listing isn’t optimized then you can’t really do that well on Amazon.
We’re just talking about Amazon right now but I’m going to show you through these seven things that we’re going beyond Amazon and that’s really, like there’s so many different things that we can be focusing on but I want to bring you through these and then have you maybe even write these down or maybe you can go over the show notes page which is going to be easy, episode 350, theamazingseller.com/350 that’s an easy one to remember. That there will have these seven things that you can actually use and follow and maybe even like I said, have it as a cheat sheet and when you think to yourself, what is the new strategy?
What is the new tactic? What is the new technique? Look at each one of these and see where you can improve upon these. The winning formula, good product plus optimization plus sales. That’s the winning formula for Amazon but it’s also even if you’re off of Amazon. That’s the winning formula. The sales are going to naturally obviously bring in cash but then it’s also going to help you in a lot of cases like with ranking and reviews and feedback. It just feeds itself. So that’s what I want to do here. I want break down these seven so that’s what I’m going to do. I’m going to go ahead and jump into these and like I said the show notes can be found at theamazingseller.com/350. You might want to download these. The transcripts will be there for you as well.
[00:06:01] Scott: Here’s what I want you to think about. I want you to master these seven things and you’re going to be way ahead of your competition. So let’s just get it rolling right now.
Number one it’s like we said, good products. Well, one skill that a lot of people will just, they’ll find their product or they think they found their product and then they move on and that’s fine but you should always be refining. You should always be mastering product research. Like that’s one skill that I think you can always get better at. You can always, always learn from going through product research. The way that you learn a lot of times is by doing the exercises. It’s doing the exercises over and over and over again. Like so many people say, “Scott I spent the weekend, I couldn’t find a product. What do I do?” You keep doing it.
You just keep doing it and it’s going to get better and better and you’re going to refine it and you might have something you think are winners and the next week you go and you look at it again and you’re like, “Eh, I don’t know because I just did this whole over here again and oh, I seen this one thing because I did what Scott said in episode 189 and basically I look at the depth, the demand, the history and it doesn’t check out.” You’re going to have your own system, your own set of filters but that’s a big one because you can get really, really good at product research, everything else becomes easier. It all starts there. It also goes into market research.
You might even want to take it a step further and look at it and go, okay, let me find the market and then after I find the market what products can I serve to that market. So that’s a great one. And it’s always like starting to learn and dig deeper into your market a great way is magazines. I talked about this on my workshops. Like go to your local bookstore and it’s going to be like a mile long rack of magazines. It’s insane on how many magazines are still being produced even though we’re in this digital world like people still like to pick up a magazine. Well, guess what? These magazines are loaded with products that are serving a market.
[00:08:03] Scott: So again like just understanding the market and then figuring out products rather than just going and saying, “I’m going to find that product.” I think that’s another one but again I’m saying it’s a skill. It’s something you’re going to be learning and getting better at every single time you do it. It’s not a set and forget I’m done, I did the product research, it’s over and now I’m moving on. That’s fine. You’re going to move on when you start to source and launch that product but you’re still never going to want to stop that. You’re always want to get actively flexing that muscle or those muscles I should say because there’s different parts of it that you’re going to be doing. So product research it’s a big one.
Just because you think that you’ve made it, you still need to be working on product research and market research. Like that should be like a steady diet like all the time even if you’re not necessarily even looking to launch a new product you still be actively doing that. So that’s one thing that I think everyone overlooks and they still should be mastering and I should probably mention we do a product research workshop. It’s totally free and depending on when you’re listening to this, there could be a replay up or we be doing an upcoming one so you can head over to theamazingseller.com/workshop and you can see when an upcoming one is there. We kind of break down all these different things for product research. So moving on, so the next thing.
Number two, the second thing is sourcing. So many people say, “Well Scott I went to Alibaba, I went to Aliexpress and I didn’t really have good luck or I can’t really find a good supplier.” Well you gotta dig deeper than that. You have to go and start building those relationships. It’s funny that I have a partner that I’m working with and they are actually building a personal relationship with one of our suppliers. Like literally on a personal level. They always talking about relationships. Like relationships. Like this is a supplier that’s a female and she’s having some guy trouble.
[00:10:04] Scott: They got talking about this stuff. So now there’s all of sudden this another level of trust. Like I’m not saying you have to do that but what I’m saying is the relationships that you are building in the sourcing will make it that much easier moving forward when you’re finding other products because even though they might not source it, they’ve got connections there because they are there. Don’t overlook again building the relationships in sourcing. You might even want to take a trip to China. That’s not on my list right now. Actually I spoke to a good friend of mine, Mike Jackness who I had on the podcast and great guy, building a really large brand, seven figure brand. It’s only two years old and he’s going over to China right now and I asked him.
I said, “Are you going there to find more products?” He goes, “No. I’m just going there to strengthen the relationships.” So he’s just going over there to strengthen the relationships with his suppliers and building out that relationship and maybe even networking. So once you do that and once you start to establish these relationships again when you have product ideas and that you want to find someone that might not even be selling on Alibaba or Aliexpress that’s how you do it. So again that’s part of again, mastering these different elements to build your business. So sourcing is a big one.
Three, optimization. This is thing number three. Now optimization, what do I mean by that? Well, optimization is your listing on Amazon or optimization could be your listing on your own website. And making it SEO friendly. So changing optimization for those of you that don’t know what that means. You can be starting to rank for keywords outside of Amazon, on your own platform or maybe you’re optimizing your Facebook ads or maybe you’re optimizing maybe one of your other social media channels.
[00:12:00] Scott: Like wherever you are optimization is another part that you can be optimizing on to move the needle. But let’s just talk about Amazon for a second. There’s so much that you can do with optimizing your listing and you can test things and you can split test things. Again, that’s your high level strategy. That’s your “hack”. That’s your hack like do a split test with two different images. You know how easy that is? Like literally just take two images and do an A/B split test and you can set that up very easily in Splitly. If you guys have not check out Splitly I recommend that you do.
I am an affiliate for it to be totally transparent but again I only promote products that I believe in but it’s a tool that I definitely think is really useful if you are at that stage. If you’re not at that stage don’t’ worry about it. We are talking about high level in a sense or really moving the needle like optimization is a big one. So images, doing keyword research on a regular basis and understanding by looking at some of your search term reports in pay-per-click or maybe you’re doing something using Scope on one of your competitor’s listings and you’re seeing what are more of the popular keywords so you can start to tailor your message towards that audience and towards that market. Optimization again, people want like, what’s the new hack?
What’s the new shortcut? These are shortcuts. These are ways that you can then move the needle but just make your stuff better but also get more skilled. When you’re building these assets and then you’re learning through this process you’re also building your skillset. When you learn optimization and when you start to go through all this stuff you’re going to be getting smarter and you’re going to be getting more information to then help you on your other products when you go launch them. Then it will become easier. So again, three is optimization. Don’t overlook optimization.
[00:14:02] Scott: I’m a big fan of not doing this. Of not over optimizing meaning that you’re optimizing every single day and you’re changing things so you don’t know what really works. Like one thing at a time. I’ve said that before. Like do something now or set it forget it for a little while come back, look at the data. Obviously if you’re doing the optimization thing, you set up a split test, you walk away, you come back and look at it in two weeks, see what it’s done but in the meantime you’re doing other things to build your business. Optimization is a big one.
Number four, outreach or list building or both. And what do I mean by that? Well, you’re thinking about like the next new tactic or the best hack, I say you start doing something good old fashioned outreach. Find bloggers in your network. Find YouTubers in your market. Find Instagram pages that you could potentially use to basically show your product at a discount. Building your email list is a big one. I think if you are not doing that that should be what you should be focusing on. If you’re like what’s the next tactic and hack that I can do, it’s building an email list. Then learning that process. Learning that process guess what? You’re building your skill set. As you build the skill set you start to build your business.
You’re getting more sales, you’re getting more reviews, you’re getting all of this stuff because you’re doing this on a regular basis. So everything I’m talking about right here are ways for you to get more skilled but then also to build your business and always be moving the needle. Always be moving the needle. Now with the list building stuff, we can go into deeper discussion there and that which I’ll mention that a little in one of the steps coming up here. But for list building like how does that help you? Like how does outreach help you? Well, it allows you to launch your products in the beginning with give aways or flash sale, with discounts and then you capture the email address in exchange for the code that you’re going to give them for the discount.
[00:16:06] Scott: Not in exchange for a review. Let’s not get misunderstood here. It’s basically you’re saying like instead of driving people from an outreach like let’s say that you had someone that you found as a YouTuber and you said, I’d love to give away five of my units to your audience. You can do whatever you want to give them away. Maybe you do some type of contest or whatever and that’s it. Then when they go over to enter the contest they enter their name and address and then you’ll announce the winner or you can give a discount to their entire audience. Hey someone’s got a YouTube channel of 250,000 subscribers and you say I’ll give your viewers 25% off because…
You can just say you know me and I’m extending this offer to your subscriber base and then you announce that on your YouTube channel. And now you would then send them to a landing page which then would intercept the email address in exchange for the coupon code. That’s how that would work. Again, I don’t want… If you guys are brand new and you’re listening to this don’t get overwhelmed by this stuff. I’m just trying to really break it down and chunk it down that these are strategies. These are techniques, these are hacks if you will. It’s just these are long lasting, these are long lasting business building skill sets that you are creating, you’re doing and you’re learning through this process.
And you’re moving the needle. Okay, so again. Outreach and list building, do not overlook that. That’s a big one that a lot of people overlook. That to me moving forward in 2017 and beyond, to me that is critical and that is one component, one key piece that if you really start to master that, you’ll be able to jump over your competition without them even knowing what happened.
[00:18:00] Scott: Again, you can do surveys to your audience now to your list that you build. What do I mean by that? You can ask them, “Hey, I’m going to be launching this new product and I want your opinion on this. What color do you think we should go with? What’s your favorite? A, B or C?” Then you get that feedback. Then guess what, you make it the top color now that you know from your audience that you’ve built, you know what you should be creating. Then it makes it that much easier. Then you say, “Hey, thank you so much for that and oh by the way, next week we’re going to be launching it, we’re going to be giving you guys, 25% off because you guys helped us out, thanks.”
Then guess what, you boost your sales on Amazon or on your own ecommerce, whatever you want to do and you’ve just moved the needle again. That’s something you can do over and over again. So that’s outreach and list building. That’s number four and I want to stress that that’s most of the time it’s overlooked by a lot of people. A lot of people the only focusing on internal stuff on Amazon. I want you guys to think bigger. When you’re thinking about like, “What’s the next thing? Scott you showed me everything up to this point. I want the next new thing.” Then new thing is everything I’m talking about right now. Like you can constantly be tweaking and looking at your business and kind of seeing the pulse off your business and then seeing where you can dive in and make the most impact with the least amount of work. Then learn through that process.
Number five, let’s move on, sponsored product ads, pay-per-click. If you’re not thinking to yourself that you have room to improve you’re limiting yourself because I don’t know anyone out there that even someone that is an expert at sponsored product ads which I think Chris Shaffer is probably someone that knows a lot about this topic and sometimes he starts to geek out about it and I’m like, “Whoa, whoa, whoa, slow down big fella. Like I got to catch up here.” Because he can start talking about well we’re going to take this campaign, we’re going to take a negative keyword, we’re going to do that, there’s a phrase match and it’s just a whoa, whoa. Like wait a minute. But what I’m saying is there I always, always room to improve your sponsored product ads, your pay-per-click and learn that.
[00:20:05] Scott: If you learn that, number one it’s going to help you get more sales. What’s that going to do? That’s going to help you rank, it’s going to help you possibly get more feedback, it’s going to help you possibly get more reviews because naturally you’re getting sales. So, the other thing that it will do for you is it will give you intelligence. It will give you data. What do I mean? If you think that your main keyword is garlic press it might be stainless steel garlic press. And you wouldn’t know that until you look at the data inside of your sponsored product ads. Well, guess what now? Now you can start to focus on that keyword or search term and you can then optimize your listing.
Go back to number three and say, “Let me plug this in to my title or let me plug this into the back end or let me make my images reflect this so now I can really target who my product is for,” because maybe your pictures were targeting someone else but then once you figure that that search term is really different then you can make your images match what they really looking for and then that’s going to bump up your conversions. Even by a half percent or a percent, that’s big. So these are tactics, these are strategies, I keep going back to that because people ask me, “Scott, what’s the new thing? Like what’s the thing that’s going to make everything happen?” It’s these things.
You have to break these things down. So again, sponsored product ads, we did a whole week worth of Facebook Lives and we did a free workshop where we walk through like setting up your first campaigns and then looking at the data and then using the new tool ignite. Like all of that stuff we did for free. It’s still available. You can head over to theamazingseller.com/ppc and you can get all that for free.
[00:22:02] Scott: So definitely go check that out if you’re at that point. Again if you’re not at that point, don’t worry about it. Now, let’s move on.
This is thing number six. I love it how I made these things. I should have made them even more sexy but they are a thing. These are the secrets. The seven secrets. The seven secrets that will get you way ahead or that will help you crush your competition. That’s a good line. Let’s us that one. I’m kidding! Let’s just use a thing.
So thing number six is Facebook ads. Why would you want to focus on Facebook ads? “Scott, should I take Facebook ads and drive them to my Amazon listing?” The answer is no, you shouldn’t. At least in my eyes, in my opinion it’s no. What should you do with Facebook ads? Well, you should go find your audience, number one. That’s the first thing. Go scope out your audience.
Go see where they are, see what they are talking about. Just go there and be a fly on the wall. That would be the first thing. For Facebook, that’s going to be huge amount of value for you and it’s going to establish where your market is hanging out. Now, once we’ve established this now we can start to put our little billboard and I always love using the billboard analogy because years ago even now if you buy a billboard on the highway you’re paying no matter if anybody goes to that address that you put up there or the number to call. You’re paying for every time someone sees that for the month. You’re just paying to have it sit there.
With Facebook ads, we’re getting our ad in front there, our billboard if you will, in front of the traffic and we’re only paying if someone actually clicks on it. Wow, that’s pretty amazing. Listen to what I just said. I can put that billboard in front of thousands of people and I’m only going to pay if someone clicks on it. It’s the same thing as sponsored product ads. Every time that someone sees my listing, I don’t pay for it until someone clicks on it.
[00:24:03] Scott: Now, with Facebook ads though we can custom tailor the messaging, we can custom tailor the offer with sponsored product ads you can. You have to basically just use what your listing is. That’s how it works. But with Facebook ads we can drive targeted, very important that you understand this, targeted traffic even by demographic if your audience and you will start to see this stuff again once you start to learn Facebook ads and mastering it and all of that stuff. Okay, you’re going to learn about your demographic. You may think that right now your target market is 30-year old women and moms. Maybe it’s moms in their 30 years old, 30 to 35 years old.
But then after you start running ads you start to see that it’s actually 42 year old women. Maybe they are married and they are average household income is $75,000. Like you can literally get it that refined. You can even do it by zip code. We started like, we’re going way back when Facebook ads first started coming out, like I could target people, you still can but back you still could do it locally. So for a local business we could then target people in our zip code. You can still do that by the way. If you have a brick and mortar business you should be using that. Then there’s a whole bunch of other things that you can do with Facebook ads like retargeting.
So let’s say that someone comes to my page that I created with my offer and maybe that offer is a discount to my product. Again, imagine this, you put your ad in front of your target audience your billboard and then they see it and it’s attractive and they go, “Oh yeah I would love to get that for 50% off.” They click on it, they go to a landing page, we call that a landing page, we capture their name and email address and then on the next page we give them a discount code. It’s that simple. Like that’s how that would work. Then from there we build that email list of people that are interested and at this point those people are customers.
[00:26:02] Scott: Because they are buying the product but here’s the other cool thing that you can do with Facebook ads. It’s now we can drop a pixel on that page. Now guys if this is getting a little techy a little geeky, please understand this I am not a tech guy I can kind of work my way through it, I can kind of figure things out but I’m not the tech guy but I do know the basis of how everything works and I’ve set some of this stuff up myself. But don’t think you have to know all of this stuff. But if you don’t know this that means you have room for growth. Just understand that. If you’re listening to me right now and you’re like man I haven’t done that or man, I don’t even know where to start with that.
It means you have room to grow. There’s your strategy. There’s your tactic. There’s your hack. So Facebook ads, if we put a pixel on that landing page now and they don’t enter their name and email address, guess what, we’re going to build a customer audience inside of Facebook just because they landed on that page. Now I can start to show them other offers within Facebook. So I can do that. If you’re not doing any of this right now and you’re asking yourself of what can I do to move the needle, Facebook ads will be a big one because then we’re going to drive targeted traffic to an offer that will then capture their email address also pixel them so that we can retarget them later with other products or maybe a different version of our product or just maybe a different offer.
So that’s Facebook ads, that’s number six. That’s just Facebook ads, we didn’t talk about Google, we didn’t’ talk about Bing, we didn’t’ talk about Instagram stuff. We didn’t’ talk about any of that stuff because right now I’m just like Facebook… Like I haven’t even scratched the surface there yet so why go to all these other platforms trying to learn them. They are there if we want to so Facebook ads will just be traffic. That’s your traffic. What do we do with that traffic? We list build. We get sales. We can build a community. We can start to once we get an email list we say hey guys we’ve got a community that we are building in this market and all you have to do is go here, it’s free to join and we’re going to be showing our example or our samples or our pictures that we took with this new thing that we doing or whatever.
[00:28:13] Scott: So you can start to build that community and then with that community guess what, you start to build that around your brand maybe. Then you can start to get more information. You can start to put up those polls like I said, “Hey guys what are you like better, A, B or C?” And then they are basically helping you design and pick your next product. That’s the data that you can get from that. Again, it’s a little bit more down the line, a little bit more advance, if you’re running Facebook ads, a little side tip, you’re going to building a Facebook fan page regardless because in order to run Facebook ads you have to have a Facebook fan page. It’s just the way it works. Naturally without you even asking people are going to like your page. It’s just the way it’s going to happen. It’s just going to work like that.
We just started this in our brand that we just literally started to promote and start to get some emails and stuff. We started to run our first give away for this market and we’ve already got, I think it’s just over 2600 Facebook fan page likes. Our community that we’re starting to build has a few hundred in it already. Our email list is over 7,000 just from what I’m talking about here with this Facebook ad stuff. Now, again do not get overwhelmed to do that. I’m just giving you guys like the basic stuff, more advance stuff and there’s always room to grow. There’s always room to dig into each one of these things. These “secrets” that you can always dig into and learn more about, get more advance and start to move the needle. So let’s finish up with number seven. This one is pretty big actually. It was a tosser between the one that I said was most overlooked was number four, which was outreach and list building, I think number seven is another one.
That is email follow up whether it’s on Amazon or your own list.
[00:30:03] Scott: What I mean by that is good copy. Good email copy. What do I mean by that? Well, if you are sending emails to people you don’t want them to just be sales pitches, one after the other. You want them to be value add in every email. A good book by Gary Vaynerchuk which was Jab Jab Jab Right Hook and the jabs are value, value, value and then the right hook is an ask, which could basically be like you can still send out that really good blog post that you wrote or YouTube video that you found and then in the PS you can say, “Oh by the way we are doing a flash sale this weekend. 25% off for all of our garlic presses.”
You can do that. You’re still adding value. But with email follow up again if it’s on Amazon you’re a little bit limited on what you can do as far as like subject lines or even like call to actions and stuff like that but you still can do some of that. But what you need to understand is writing good copy, and we talk about like ad copy or copy meaning just like the writing. It’s just like the basis or even the formatting of an email all of that stuff but the thing that you always should be focusing on is how to better communicate with your customer.
What I mean by that is when you know your customer better than they know themselves in a sense where you are talking their language by listening in Facebook groups and Facebook communities and communicating with them yourself through email, asking open ended questions, all of that stuff you’re going to learn how to speak to your market. Then what’s going to happen is when you send out an email you’re going to get more people to open your email because your headline, your subject line is going to be well written because you’re going to be learning how to do this and then from there, once you get them to open the email now you’re communicating in a nice tone in your email.
[00:31:59] Scott: Hopefully it’s the front person writing the email. That could be you or someone else. And then from there you’re able to write in a way that keeps them engaged but then also delivers value and then hopefully gets them to do one call to action which could be click here to go watch this new video, click here to go read this new blog post, click here to go to our flash sale. Like whatever it is, like that’s another part of the piece that you could always be getting better at. You can always be looking at like once you get an email list you are going to be sending out an email and you’re going to be able to look and see how many people actually opened the email.
Depending on what service are you using. We’re using for our brands right now, Convert Kit. Convert kit works really well. It gives you all the stats and everything. Aweber does, MailChimp does. They all pretty much do. Click Funnels does and what it will do is now we’ll send out an email and you can split test that email too. Like let’s say you have a thousand people on an email list. You can split it and say, “All right subject line A, I want to go to five hundred and subject line B I want to go to the other segment.” Now what you can do is say oh this one got a 30% open and this one got let’s say it got 38% open. That’s an 8% more just because I used the word special or something like that. You can literally add one change to that subject line and then see what performs better and then you can learn from that.
Then you can test the stuff ongoing. Same thing goes inside the email. You can see how many clicks you get on a link. So then you might want to put three different links in there and then you can maybe it’s three different topics in your market and then you can see which one got the most clicks. Well, when you see which one got the most clicks, guess what you’re going to be writing about more the next time. Or you’re going to be maybe creating the next product around. Whatever was the most clicked on thing because that’s the most interest. So again, that all comes down to the email follow up. Whether that’s on Amazon or whether that’s on your own list it all works hand in hand.
[00:33:59] Scott: So guys that is the seven things to me that it will take you way ahead of your competition because most people are not thinking this deep. They are thinking about what’s the next new trick, the tactic, the hack that I can do right now to game the system to get to page one and start ranking and then from there maybe I get more sales. Obviously maybe more reviews but then also what can happen is I can get banned from Amazon because I did something that was grey hat or a black hat and they suspended my account.
Like so what I’m looking at is what can we do long term? What are the long term strategies and skillsets that are going to help us move this business or any other business that we work in in the future. Again, let me just to kind of recap here really quickly. Master these seven things and I’m telling you it will take you way ahead of your competition and you’ll be skilled in so many other areas to help scale your business.
So number one is product research and market research. That right there is a big one. Number two is sourcing and building those relationships and really getting those connections set over time. Three, optimization whether that’s listing optimization on your Amazon listing whether it’s eBay, whether it’s maybe your own ecommerce store optimization you should be always trying to make those better and learning more about split testing and doing that through optimization is to me a great way to move the needle.
Number four is outreach to bloggers, to YouTubers, to Instagrammers, to any social media platforms and list building and you are going to be doing giveaways and flash sales and surveys and discounts and all of that stuff. Number five, pay-per-click, sponsored product ads. That’s inside of Amazon. Again, it’s a whole beast in itself that you should be trying to figure out on an ongoing basis and learning more about your market and your products and what people are actually searching for. Then taking that information, using in your sponsored product ads but then also further optimizing your listings.
[00:36:00] Scott: And then sixth thing is Facebook ads. Traffic. Getting the traffic not to your listings but to build your list. Then to start getting sales from that. Then to start learning about retargeting and then starting to learn about how to create a lookalike audience. We didn’t even talk about that. Like taking your email list and then uploading it into Facebook ads and then creating a lookalike audience from those emails or then retargeting that email list. There’s a ton that you can do there. Again, I don’t have a ton of time here on this. I’ve already went over what I wanted to but I wanted to really drill into each one of these.
Then the last thing is number seven and that is email follow up whether that’s on Amazon or your own email list and learning how to write better copy. How to communicate better with your customers and with your potential customers because if you’re building an email list they might not be a customer yet. That would be all of the things that I would say depending on where you are, learn these. Dig into each one of these and if you do that on an ongoing basis you’re going to build up a really, really powerful set of skills and also you’ll be moving the needle while you’re doing this. Again, what does all this do for us? Well in a nutshell sales are really what we are going after. Because sales on Amazon will help us get better ranking. It will help us get feedback, it will help us get more reviews, it will help us get more data in pay-per-click, so we can do all of those other things that we talked about.
But right now I want to remind you guys, stop looking for the next new tactic or hack. Focus on these seven things. I’m telling you, these are so powerful and so many people again are just trying to look for the next new hack and to me you’re always going to be looking for that and you’re also putting your brand at risk. I would not want to see you do that. Now I get a lot of people that ask me about this whole like how to build that list and all that stuff. We actually have done a workshop where we show you exactly what we’ve done and how we’ve done it.
[00:38:02] Scott: We give actually a case study. If you guys want to check that out, head over to theamazingseller.com/buildlist. It will give you the entire roadmap in a sense and will actually go through a live case study there. The other thing that we are doing here depending on when you’re listening to this is we’re going to be meeting with 15 people, only 15 people in a live room, in a room live. We’re going to be doing a workshop building this in front of you but then also building it with you right alongside you. So if you are interested in that it’s going to be in North Carolina, third week in June. If you want details on that or just to see it’s availability because again there’s only going to be 15 people and I’m sure it’s going to fill up fast.
So head over to theamazingseller.com/live and you can register for that or you can be notified when we have an upcoming one. Definitely check that out. So that’s pretty much going to wrap it up guys. Like I said, the show notes, the transcripts probably going to want to download this one. This one here got a lot of different components. Those seven things are there for you to look at and see where are you in this process? Where do you need to work on your skills? Where do you need to focus a little bit more of your time and energy and really build this thing out bigger that what you are doing right now. Look and see what it is you can do like right now. Like what’s the low hanging fruit in these seven things.
Guys, remember, as always, 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 for the 350th time on this episode, “Take action.” Have an awesome, amazing day and I’ll see you right back here on the next episode.
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