Click Here to Download Transcript <<
….actually to be here today. I don't know why. I just am because I get to hang out with you and answer some of these questions and there are some good questions coming today as well. Actually one of the question is kind of related to a question we talked about on the last episode which was episode 408 that I did with Chris Shaffer of this big news, this Amazon update of their backend keywords where they limited the amount of characters.
Actually we went back to the way it used to be. So that will definitely be one you're going to want to listen to if you have any concerns or even if you just want to get up to date on keyword or keyword placement in the backend and limitations and all that stuff. We go all through that stuff but today we're going to talk about a little bit about keyword ranking frustration and really like how you need to understand keyword ranking but also what happens when you are going after a garlic press and then there's other things that are coming up for garlic press that might not be a garlic press. Let's talk about that.
That's what we are going to do. We are also going to talk about pricing during a launch and we are also going to talk about advantages of brand awareness. Those are the topics we are going to talk about today. Now, before we do I always need to give you guys my weekly message which we are going to get to in a second but I do want to remind you if you want to ask a question here on an upcoming Ask Scott session just head over to https://theamazingseller.com/ask, leave your first name, maybe where you're tuning in from and then a brief question and I'll do my best to air it here on an upcoming episode. That would be awesome. So definitely do that. The show notes can be found as always at this episode which will be theamazingseller.com/409.
[00:02:03] Scott: You can go grab those links and all that good stuff over there. Now, the message of the week, what is that? Well, I actually recently wrote an email about this. I was actually having a cup of coffee on the deck with my wife and actually a couple of friends that were visiting. A long time friend. Now a long time friend you guys may have met him at one of our TAS events, we call him Jimmy the Shark and he's the guy that roams around with a microphone at our events and really captures your story. Really awesome guy, he's actually a long time friend of mine.
I actually worked in construction with him for probably close to ten years, grew up with him, one of my best friends, still a best friend after all these years and him and his wife came out, we visited, we had some really good conversations. We talked a little bit about business and a couple of things that they are working on in their own businesses and we are talking about this like people making excuses and getting stuck and not really knowing what to do next. So I wrote an email all about ‘Stop making excuses and follow the plan, darn it!' Because that's really what it's about. You probably heard the old saying, “You can lead a horse to water but you can't make him drink.”
If you haven't heard that you just did and what that basically means is that well, I can show you the way but you actually have to do the work. You actually have to get in the game as we talked about before. You can't get in the game if you don't decide to just start. You guys have heard me always do the #juststart or #takeaction because something happens when we do stuff. Things actually happen. These aren't always positive things but they are things that help us learn. They help us grow. They help us understand what we need to do next.
[00:04:04] Scott: They also allow us to ask the next question and I've said that before, probably in an Ask Scott session where questions are so powerful. You do something, it has a certain result and you ask yourself how do I do X? How do I get more traffic? Well I build a list? So you start building a list. You go through that training that I've done for you guys for free, again following the plan. If you are in the midst of trying to grow an email list well, you're going to be in that chunk of learning. You're going to be listening and you're going to be learning and you're going to be digesting and then you're going to start to take action.
Then the next is going to happen is you're going to see the results. You'll be like, Scott I'm doing this and I'm getting results but they are not that good of a result. The traffic is coming in but my offer is not converting that well so I'm not getting that many emails. All right. So let's ask the question, why are people not opting in or entering their email address to get this prize? Is the prize worth it? Is the prize valuable or maybe the next question is am I targeting the right people? Those are things that people now you're going to have to ask yourself that now won't have been able to ask until you actually started to get a result. You see what I'm saying? Does it make sense? It just always comes down to people making excuses because number one they don't want to get started.
Mentally they are blocked. They don't want to get started because they don't want a result that would be a negative result. We are trying to only have positive things happen. I get it but we have to have something happen in order to make a decision on what to do next. My message here for this week and it was last week and the week before, I don't think it was on Ask Scott but I actually sent an email out about this. As I was having this conversation with my friends and with my wife on the back deck just really talking about just this in general and how people are just making excuses and they are not following the plan. The plan like I said, depending on where you are that's another thing that I've said in the past, just in time learning.
[00:06:06] Scott: Just learn what you need to learn now. Don't worry about learning about maybe traffic if you haven't launched a product yet. We have to go back to then how do we pick a product. Well let's focus on that. Let's learn that. Let's go through that process. Then we get to the launch phase. If you guys don't know the plan or if you're saying like, “Scott, you know what, this plan that you're saying it's like on a whole bunch of different episodes.” You're right. I've talked about this numerous times, tons of times. That's why I do a workshop and you guys may have attended one of my workshops maybe you haven't.
But if you want to register for an upcoming workshop I'll let you know how to do that. That would be by heading over to theamazingseller.com/workshop. Nothing to buy, just free resources right there of me on a workshop and Chris Shaffer teaching you and condensing the process, the plan in like 60 to 90 minutes. The other place would be just go to our blog, theamazingseller.com. Search for what you're going through right now. What are you going through? Sourcing, launching, pre-launch, optimization, it's all there. Then the Facebook group, need to connect with people?
That's over there. TAS Facebook Group, theamazingseller.com/fb. If you guys are long time listeners you guys know the resources are there. That's not the problem, the issue is it's a mental barrier that we have to burst through and we have to get started, we have to just start, we to take action and we have to get a result so we can make the next move. There it is. There is my weekly message, my little weekly rant that was actually. I felt kind of good because I had this conversation with my friends, with my wife and really just about how can I help more people burst through this barrier
[00:08:00] Scott: Hopefully this message will connect with you, it will allow you to do that and it's funny. I put out a post where I wanted people to tell me their stories since listening to the podcast and they have been doing that. Over 130 people have already done that. It's just really awesome to be able to read where people are, what's resonating with people and one of the main threads is, “Scott, you're consistently telling me and reminding me to take action. You're also reminding me that it's a process and it's going to take time. It's going take doing stuff that might not work right away but continuing to grow.” All of those things and that allows me to know that those things are what really are impacting your and I got to keep that stuff coming.
That's why I wanted to do that today. If you guys want to tell me your story, head over to theamazingseller.com/story. If you just want to read other people's stories for inspiration, for motivation head over there, check it out and I would love to hear your story over there. So with that all being said, which was a mouthful but you guys know I get on a little bit of a rant every now and then, so what I want to do now is I want to start today's session and really dive into today's first question. So what do you say? Let's do that. Let's go ahead and listen to today's first question and I'll give you my answer.
[00:09:19] Erin: Hi Scott. My name is Erin. Firstly thank you for all you do for this community and all of the information you give to us. I sell in a category with low competition for my product so my question is about search results for my main keyword. Let's say I am selling a garlic press and I search for garlic press. Multiple products on the first page are actually not garlic presses, they are garlic keepers or garlic powder for example. I am on the first page in results but my position fluctuates and sometimes these items rank above my product. My concern is somebody is searching for a garlic press and they would stop scrolling after they see a couple of items that aren't garlic presses maybe thinking that they must not be in stock, Amazon does not sell them.
Can you explain what's happening here and if there's anything I can do. I am running PPC for this keyword. It's obviously a bad user experience if someone is searching for a garlic press and they aren't finding garlic presses. So I've actually even wondered about reporting these listings to Amazon but I don't even know if they are doing anything in violation or if that's kosher. I appreciate any insight or advice you have. Thanks.
[00:10:29] Scott: Hi Erin. Thank you so much for the question. And this is a good question. I like this one a lot. Number one if you are coming up for a search result for garlic press and if it is exactly what people are searching for and they are not coming up it's probably because garlic press or this thing that they are searching for is related to a garlic press. They probably have a garlic press optimized in their listing and from there they are taking over because of sales. Now a lot of times this will happen with a lower priced item that is getting more sales. For example if you have a garlic bag which houses garlic for a garlic press they maybe ranking for garlic press because it's related to a garlic bag and they are optimized for both keywords and they are getting a ton of sales.
My question to you would be are they getting a ton of sales and is their price point really, really low. If that's the case, number one I wouldn't really worry that if someone is searching for a garlic press and they come there and they see that because then maybe what you need to do and what you need to think about, this is something similar that's happened to us in one of our products in our new brand is where there's a two part keyword. There's garlic press. What we needed to do and what we'd like to do is add another keyword or another word there that will narrow it down so that way there so when they do search for your product, it's going to be exactly what they are doing.
Stainless steel garlic press would probably then narrow the results down less searches or maybe less pages that you are competing with because yours is stainless steel and the garlic bag won't have stainless steel in it, maybe. Maybe it will. For most part, probably won't. The other thing is we need to get your sales up so then you can take over those other spots that are beating you. But I would probably guess that the garlic bag that is out ranking you, still people are going to scroll to see if they can find yours.
[00:12:41] Scott: They are looking for garlic press but they see a garlic bag no that's not me, garlic bag no that's not me. They are going to keep scrolling down and if you are not on the first page and there's not a garlic press there then I would say yes they are going to probably say, “Oh, Amazon doesn't sell this or they are out of stock of this thing.” But if you are on first page, that's a great opportunity for you because if someone is searching for a garlic press and they are finding garlic bags and then all of a sudden a garlic press pops up, and you have a good product and good image and a good listing then you are there, all by yourself.
I don't see that as being a huge problem. The other thing is I would be running pay-per-click for that keyword. So this way here I'm definitely going to be on page one. Again, if all that's showing up is garlic bags, garlic powders, all of these things I'm going to show up in the pay-per-click search as well. I would make sure that you're optimized well, I would make sure that I'm also going after more long tail keywords not just the standard garlic press because again, if I go after garlic press and there's a whole bunch of different kinds of garlic presses and garlic press adapters and garlic press powders, all of the stuff, I want to be a little bit more narrowed down, a little bit niched down.
I want to go after like I said, a keyword I can add to it either in front end or the backend of it. That's what we call long tail, the other thing I would probably do is look through your pay-per-click report and see what impressions are happening either in auto campaign or keywords that you're already targeting in your manual campaign and then this way here you can see the exact searches that people are searching for that are finding yours. You may be surprised, you may find a keyword in there or a search term in there that is not one that you are currently really not going after.
Then the last thing is sales is going to make this problem go away. Meaning, the more sales you can drive through your listing, the higher you will rank on that page for even that main generic keyword.
[00:14:41] Scott: I would be just focusing on that. I'd be focusing on how do I get more sales, whether to discount to my list, whether it's finding influencers that can use my product and then boost my sales that way, whether it's really going aggressive on pay-per-click for a short time. So these are some strategies that I would be doing to try to rank for that. I would also be thinking outside of that and finding keywords, long tail keywords that people could be searching for that when that comes up it's a total match.
Hopefully this has helped you or anyone else that is falling into this problem but again sometimes and I think this is probably happening is if you're looking for a garlic powder it maybe a $5 product but a garlic press might be a $19 product. The $5 one when people are finding it because they are searching for a garlic powder is going to also help the rank for garlic press because they are optimized for garlic press. That's sometimes a little bit harder to deal with but what I just explained to you as far as how to do this; sales, pay-per-click, really allowing you to get more recognition from Amazon because sales is going to make that happen.
Then I would also after those longer tail keywords. Good luck to you, keep me posted and let's go ahead and listen to the next question and I'll give you my answer.
[00:16:04] Speaker 1: Hello Scott. My name is Hesbon. I'm from Michigan. I was looking for some advice on a product that I'll be launching in about a month. There are a few other sellers in the market that I'll be getting into. My biggest competitor for this product has 70 reviews. When I enter the market with my improved product should I set my price right at the break even point to gain more traction? And what is a good indicator that I should increase my price back to retail?
[00:16:28] Scott: Hey Hesbon. Thank you so much for the question and congratulations on getting ready to launch your product. 70 reviews as one of your top competitors that's awesome. That's amazing. That should do really, really well for you. These are some good questions. There's not really an exact like this is exactly what you need to do. You're going to have to experiment a little bit. The first thing that you're probably going to want to do right out of the gate is yes, you're probably going to want to price a little bit under what you're going to be selling it for retail. Then from there you're going to want to start with your pay-per-click. If you do that, and you instantly are getting sales out of the gate, that's a good sign. That means that the reviews are not really a driver in your sales but with that being said, you may have to drop it down like you said to a break even to really get aggressive.
Now, depending on how many sales are there, now the one thing that I didn't you mention and this would have been helpful is how many sales are currently being generated by the top seller. Now that is where I would then reverse back and say, “Okay how many sales do I need to generate?” Is it 10 a day? Is it 15 a day? Is it 20 a day? That's where I would then start to think to myself, “I need to be a little bit more aggressive, I need to lower my price to break even point,” so this way here it's like a no brainer. Then from there I dial up the pay-per-click and get really aggressive with that.
Then from there that's going to drive sales. Now, if you are using an outside list of your own or someone else's then I would say you could combo that. You could do both, you can run pay-per-click and you can do a special offer with that product. What we've recently did, and this is on a few products is we announced it to our list at a discounted price. We did it without even running it with a coupon. This made it where it was easier for people to just go click and buy from our email list. They didn't have to enter a code. Now the other thing it did was people that were on Amazon, that weren't on my list also seen this as a price reduction.
[00:18:30] Scott: So this way here they might buy it. I got a little bit of a double of advantage there because I'm pushing traffic through my list, telling them that my price is 30% less. Now, I would do the math. If it's selling for $20 and you're going to knock 30% off, figure out what that is. If it's $14.72, then say that's what it is. If it's 30% off and you're going to be able to get that and it's going to be available for three days. Again, another big one here for anyone that's using an outside list that they have built or that someone else's is allowing them to use is definitely put deadlines in there and email those people at least two to three times.
I would say three times. Once announcing the special, a second one is reminding them of it again and then a third one is reminding them that it is going to end. It's going to expire and then that usually pushes sales. I would say yes you're going to want to lower your price a little bit or maybe to the breakeven point depending on how aggressive you want to get and then if you have an email list I would wait on the pay-per-click until you've ran that through your email list and then I would turn on pay-per-click to keep that sales velocity going. That's what I would do.
Hopefully this helped you, good luck, sounds like you're in a great spot. 70 reviews is all that you're going up against, piece of cake. You should do really, really well. All right, let's go ahead and listen to one more question before we wrap up for today. I'll give you my answer and will let you guys get on with your week. What do you say?
[00:19:58] Sam: Hi Scott. My name is Sam. I'm tuning in from PA area right now, Pennsylvania. Awesome podcast. Really hope this one gets aired. I just had few questions for you regarding branding. I'm looking at this product right now which is doing really good in numbers. You talk a lot about brand, Facebook Live videos. One of my question for you would be if brands are already doing some of these things like Facebook Live videos or they are just selling a lot of product like 20 units a day or something like that and they have a terribly like unoptimized listing, would it be easy to enter in and possibly compete with those brands?
If so should I try to have a race to the bottom as far as profit margins? That was my question.
[00:20:59] Scott: Hi Sam. Thank you so much for the question from Pennsylvania. I was actually in Pennsylvania a few times. My son was in little League back in the day. He's 19 now. He was in the Little League and we used to always go and watch the Little League World Series and actually played a couple of exhibition games on the old Little League field. The original and it was funny, a guy that used to tour us through the club housed used to play. He was like 80-some years old and he gave us a tour inside the club house and the old field and it was just really, really a great experience. The railroad tracks run right through the outfield or right at the edge of the outfield. Great experience definitely memories that I'll have forever.
You just actually reminded me of that time. Thank you for that. Let's go ahead and dive into this brand awareness. The power of a brand, Facebook Lives, social presence, all of that stuff that a brand that is doing this stuff will have an advantage. Period. Yes they will. To answer your question, yes they will have an advantage. Now, if they are using it is when they will have an advantage and not all brands know really how to use their awareness or their brand power as I like to call it, but some do. Yes you can do gauge this by how many sales they are getting.
You can also then maybe just follow what they are doing. I would actually pay very close attention to what they are doing it and it's going to tell you if they are promoting their products weekly, or monthly or bi-weekly and you can see their strategy. You can see what they are doing. Now, I can tell you right now that in our new brand that is 100% our strategy. Our strategy is to build our external email list and continue to build that which right now we are up over I think 12,000 emails on that list and we haven't ran another contest because we ran out of inventory on a couple of products. We are waiting to get that inventory back in which we should be back in in the next couple of days.
[00:23:03] Scott: Then we're going to start doing another give away probably get another 5,000 to 7,000 emails and keep building that. That list has been very, very good to us. We've launched over six products with that list and it's doing really, really well. We've also done Facebook Lives on our Facebook page because now we have a Facebook page and a Facebook group. We have both. We have actually launched a product doing just Facebook Lives. It works really, really good. So if someone was following what we were doing, you would say okay, they are generating sales externally so no matter even if I rank on Amazon it's not going to 100% matter because their sales are coming from outside channels not just internally inside of Amazon. That's what I've said before.
That's the power of building an email list. If you build an email list or even just a Facebook fan page that you have as a list or a group or any other platform, YouTube, Instagram, whatever or even if you go out there and you find someone that is the face of your brand is going to help you push. That is a huge advantage and that is a huge advantage moving into 2018 and beyond. It's definitely going to be something that will help you. Now if they are already doing it, does that mean that you can't compete now? No. It means that you just need to get in the game. You need to get in the game. I would say for anyone that is thinking about building a brand, brand awareness moving into the future is going to be very, very crucial, it's going to be important and it's going to help you.
A lot of people aren't going to do that step. I have shared how in the past we've found a product with low competition. We launch it, we don't build an email list, we do all that stuff and it works. Is it getting harder? Yes. That's why I talk a lot about building an external email list and even a presence on social media.
[00:25:02] Scott: You guys have probably seen or heard me talk about our workshop, it's a free workshop where I actually take you through, myself and Chris Shaffer and show you exactly how to do it for free. I show you this stuff because I want you guys to have this in your back pocket. I think it's that important. If you guys want to check that out, the link is theamazingseller.com/buildlist and I'll put that in the show notes as well. That's a definite one that you need to look at, you need to go through that and really execute on that. That's something that you need to take action on.
It's something you can build over time. It doesn't have to be like right out of the gate, you don't have to go and say, “Oh I have got to build an email list of 10,000 people.” You don't. You need a list of 500 people can help you. 1,000 people like you can start there and build and then start growing that community and start growing that list. That will definitely help you. So if you are going into this thing, thinking to yourself, “Okay, there's a brand out there that's pushing sales, that's the one that I'm competing with and I'm not going to do that.” It's going to be hard for you. I'll be straight up with you. It's going to be hard for you. Does it mean you can't do it, you can't grab some of those sales if you just rank on page one for that keyword? No, you'll probably get some sales. You can probably use pay per click and get sales that way too.
But, to really, really compete and to really dominate a market, you are going to need to build a list and you're going to need to nurture that list and not just sell to that list but you have to build that list of people that are interested in your products and services and then also support your brand. If you have a mission behind your brand or if you have a personality behind the brand, again, that's next level stuff. Think about if you've ever watched the show ‘The biggest loser' and you see them talk about a container or they talk about a water bottle or they talk about a fitness product that they are using in one of their workouts.
[00:27:00] Scott: And Jillian Michaels promotes it, it's going to sell out. It's going to sell very well. That's why Beach Body programs… I'm a big fan of Beach Body. I drink their shakes, I do their work outs. I'm a big fan of them, have been for years. They do it right. They find a personality or they build the personality into a program. Then that person now can take it to the next level and then people will buy through that person but they are ultimately buying a beach body product. An example would be Insanity. Insanity is a high intense workout from Shaun T. Shaun T, cool guy. Awesome guy. Great personality.
They have basically made him the front of Insanity but it's a Beach Body product. Chalene Johnson, she's got a few programs, she's done programs for years. My wife does one of hers right now. If forget the name of it. But, she's the personality. She's the person that people are buying it for because they want to her as the trainer but Beach Body is the product. Any of the supplements are beach body products. It's the same thing but on a smaller scale when you do this in your own brand. Just think about that for a minute. Is it going to be worth you investing time or having someone else that is already doing this?
There's people right now in certain markets that are doing this just for fun because they love it and they don't have any idea how to utilize the power of that platform. But you because you're listening to this podcast, I'll pat myself a little bit on the back on that one because you're listening to this. I've learned this stuff over time. Because you're listening to this, you know the power of it, it works, it clearly does. I think you would agree. Definitely, again I don't want to go off on too much of a side note here or a rant or whatever you want to call it but it's really, really important and you brought up a great point. Is it worth it if these guys are already doing this?
[00:29:02] Scott: The answer is yes it is but it's going to be really important that you pay close attention to what they are doing and then not just copy them because that's not what I'm saying, do it better than them. Be a better personality, be a better resource for them, be the best resource in your market for your products and services and the market that you are serving. There other thing is, here's another little side tip, don't always just pay attention to your market. Look at another market and what they are doing and how they are doing it and then adapt that to your market. That way there you are not even modeling a market that's already doing it. You're modeling someone else that's outside your market and now you're able to take that same model and just adapt it to your market.
That will work like a charm. It will work really, really well. So I've even said that about packaging. Like don't look at your market's packaging. Look at maybe someone else's packaging in another market and how they are doing it and how well they are doing it and then just adapt that to your market. All right, I went a little bit longer on that one but I think it was important. I think I needed to do that. Guys, I'll remind you guys one more time too. The link to that is theamazingseller.com/buildlist. There's going to be a lot more of that stuff coming too. We talk a lot about that in our private label classroom. We also talk about that in our TAS Breakthrough community. It's something that I am a huge believer in because it's been working for me for years, not just in the Amazon space but it's worked in my photography business.
It worked in my digitals product business, in photography. All of that stuff. It's always come down to building an email list, building a relationship, becoming a personality and then from there you can sell product. But the product is going to serve the market. Period. End of story. Drop the mic. That's it guys. I want to wrap up though with this by reminding you guys, the show notes can be found at theamazingseller.com/409.
[00:31:03] Scott: You probably want to grab those. Links, show notes, transcripts can all be found over there and then also the Amazon Keyword update, that was the one that we did last episode so definitely go check that one out as well. I just want to remind you guys. It was that message of the week I want to remind you guys of. Stop making excuses and follow the plan. It's all there. Stop looking for the silver bullet or the magic pill. It's not out there. What's out there is a plan to go out there and build a real business and you guys have all the resources right here and just go out and do it.
Just got to get started. That's it guys, that's going to wrap it up. Remember as always I'm here for you, I believe in you and I'm rooting for you, but you have to, you have to… Come on say it with me, say it loud, say it proud, “Take action.” Have an awesome, amazing day and I’ll see you right back here on the next episode.
Click Here to Download Transcript <<