What does it take for leaders like you to build a robust brand in a very niche market? Where do you start? What tools and tactics do you use to attract traffic and build a following? On this episode of The Amazing Seller, you’ll hear from Scott and Chris as they sit down with a TAS follower like you! Aaron and his wife started their own beekeeping business where they make skincare products and honey-based products and teach about bees. They started selling on Amazon in January and they reached out to Scott to see if he could help them figure out how to build out their brand. You don’t want to miss this fascinating episode featuring Aaron!
Do you have a comprehensive keyword strategy?
What is your keyword strategy? Do you have a solid idea of what keywords and phrases your customer base is searching for? What related terms and phrases could help you to connect with a larger audience that would find your product relevant? On this episode of The Amazing Seller, Scott and Chris go over keywords and how sellers like you can use them effectively. Chris makes the great point about using keywords that have to do with the product use and how that aspect of a keyword strategy can come into play. To hear more about this topic and other helpful tips, make sure to listen to this episode!
Create helpful and valuable content to build a following!
What is the difference between a good brand and a great brand? Content! If you have a product that you use that is part of your lifestyle, wouldn’t it be helpful to have a brand that provided you with free content to help you and educate you? On this episode of The Amazing Seller, Scott and Chris explain how you can elevate your brand to the next level by creating content that benefits your customer base. What is great about having Aaron on the podcast and open to sharing his product and brand is that sellers like you get real-world tangible examples of what this process looks like. Don’t miss this awesome opportunity, make sure to catch this episode!
What it takes to build a following on YouTube.
Have you ever found yourself wondering what it takes to build a successful and thriving following on YouTube? How do so many brand personalities churn out content that keeps people interested and coming back for more? On this episode of The Amazing Seller, Scott walks through key elements that make up an engaging and valuable YouTube channel. Imagine how a YouTube channel could impact your brand. Make sure to listen to this episode to learn what you need to know to get started and add this important aspect to your larger brand strategy!
Don’t wait, start where you are!
One of the hardest things to do is to start something new. Many people get really excited about an idea and find themselves going down the rabbit hole of research and gathering a lot of information about a certain subject or business idea only to never take action. Don’t let that be your story! Don’t let all the possibilities out there keep you from moving toward one idea in particular and seeing it through! Listen to this episode of The Amazing Seller and hear from Aaron as he shares his story and how he got his business off the ground. You don’t want to miss it!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [5:00] Jump into the Hot Seat with Scott and his guest!
- [6:30] Aaron shares his story and how he got started with ecommerce.
- [11:30] What is the one thing that Aaron is struggling with?
- [14:00] Aaron talks about his first product.
- [16:30] Chris and Scott talk about Aaron’s keyword strategy.
- [26:30] Scott touches on why Aaron should build an email list and create content.
- [30:30] What will it take for Aaron to build out and expand his brand?
- [34:30] Scott walks through how Aaron can start a YouTube channel to build a following.
- [39:00] Chris and Scott talk about creating value and education in content creation.
- [48:00] Scott encourages Aaron to jump in front of the camera and start making videos!
- [56:30] Closing thoughts from Chris; start where you are!
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TRANSCRIPT TAS 452
TAS 452: (LIVE HOT SEAT) How to Grow and Scale a Brand to 7 Figures in a Crazy NICHE
[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 452 and today what we’re going to be doing is diving into…
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…a live hot seat in person. We actually did a hot seat where we were going through someone’s business and going through how to grow and scale their brand to seven figures and beyond in a very, very crazy niche. And you’re going to hear the actual products, the niche, the market that we’re talking about, everything inside of this hot seat so I’m super excited for you guys to hear this.
Now, let me just say that this all kind of happened because Aaron who you’re going to be hearing from who actually owns the brand, him and his wife, they actually reached out to me and found the podcast and asked if I give them some pointers or some tips by looking at their product. Totally letting me see inside their business as much as logging into their account kind of stuff. All right. And the reason why I decided to do this was because I see a huge potential. Now, I don’t have the skill set that they do and you’re going to hear on this hot seat why I’m so excited because they have so many different opportunities. And the cool thing about it is you kind of get to hear us talk about this on the fly.
So, if you’ve ever wondered like what it’s like to kind of like sit down and just deep dive into businesses, just start brainstorming, you’re going to hear that. So, it’s kind of like a brainstorming session but also, we give them. I say we, it’s me and Chris and actually Joel Bower was there as well. It was Aaron and his wife and we just we opened up the laptop and we just dove in and I recorded the entire thing. That’s what you’re going to be hearing. Now, let me just say you are going to hear some background noise, some music playing. We’re in a hotel. We tried finding a place that we could record that was quiet. It was kind of hard, so we just settled on one area.
[00:02:01] Scott: It’s not that bad but I just want to let you know I am aware of it and I did my best to clean it up a little bit, but you’ll hear us talking. You’ll hear a little bit of that background noise but just pay attention to what we’re talking about. This is really, really important for you to understand that this is the process. This is what it looks like when I sit down or Chris sits down and we start deep diving into someone’s business.
Now, it doesn’t always work out that you dig into someone’s business and you see all this opportunity there. Sometimes you have to create it, but I’ve seen so much that they actually left with an action plan but also like a lot of things they could do in the future and you’re going to hear why I’m so excited about it. And you’re going to probably hear more from us because we decided to kind of open this up to an ongoing thing, so we can kind of give them a few things to do, have them go tweak it and they come back and report in. And then we’re going to, actually behind the scenes a little bit, help them grow and build their business. Now obviously, they’re going to have to do their work and they’re going to have to do what we’re kind of suggesting that they do, and they’ve already started doing that since this hot seat.
So, a few things that we go over just to kind of give you a heads up. We talk about discovering new keywords because they’re going after this really broad, or not even broad, this main keyword that is for another product in a sense or another search that might not even be something that they’re going to be able to rank for. So instead of just worrying about that, we went into deep diving other keywords and other things that people could be searching for that could lead them to their products. We talk about niching down your target audience. We talk about creating valuable content to attract your audience. We talk about Facebook Live and how to do these in a way that gives people value, keeps them coming back but also gives them ideas for new products. We also talked about podcasting a little bit. Actually, Aaron started a podcast to really get in front of people that were experts in his market and you’re going to hear what that market is here soon but how he can leverage those experts in giving that audience more of what they need that he might not even know.
[00:04:02] Scott: So, start of that podcast, he kind of let it go when I kind of got him fired up again to get that started again. So, we’ll see what happens there. But lots of stuff that we talked about. That’s just scratching the surface there but there’s a lot that we deep dive in. You’re going to learn a ton and you’re probably going to want to maybe make a note on this one to go back and listen to again because there’s a lot of valuable information here. The show notes in this episode can be found at TheAmazingSeller.com/452. Again, that’s TheAmazingSeller.com/452. So, I’m going to stop talking now so you can enjoy this live hot seat that we did in person in a hotel lobby and it goes on for about 45 to 50 minutes but we totally deep dive and we kind of we geeked out a little bit here in some areas. So, sit back, relax, and enjoy this live hot seat.
[00:04:53] Scott: All right. So, today what we’re going to be doing is a hot seat session live in person. So, I apologize if you hear this disco music we got going on in the back or whatever is playing up here in speaker. We literally walked around the hotel about three times on three different floors to try to find a spot and we just gave up. So, what we’re going to do here today is we’re going to do an actual hot seat live. We generally do them live before at an event, but we’re actually meeting, and we actually had a TAS meetup last night.
Aaron came, and he actually emailed me a few times and we were going to do a hot seat on the podcast just kind of like we normally do but because you’re here, we decided let’s do it together live looking over the shoulder. The other cool thing is Aaron is willing to share his products with us and his brand. And what’s really cool about that and I’m excited is he’s got a huge potential. He’s got all the pieces to build a really big brand, successful brand in my opinion, and I’m excited to kind of give, I guess, my tips and advice and kind of like what I would do to build this out and I want to really kind of share this and we have applauds going on for Aaron.
[00:06:04] Chris: They’re cheering for Aaron.
[00:06:04] Scott: Aaron, do you hear them? They’re applauding for you way up on the third floor.
[00:06:07] Aaron: I hear it.
[00:06:09] Scott: So, Aaron, why don’t you give us a little bit of the background story really quickly and then what we’ll do is dig right into your main issue right now and then what I’d like to do is just really dig into the overall thing like we talked last night a lot about it but I want to go over that again and really kind of give you, I guess, my strategy moving forward that I would do and that Chris would do. And there they go again. They are excited to hear this.
[00:06:30] Aaron: They are so excited. Me too. Me too. Awesome.
[00:06:32] Scott: All right. So, go ahead, Aaron.
[00:06:33] Aaron: Yeah. So, my name is Aaron Jennings. Me and my wife run Jennings Apiaries. It’s a beekeeping business that we’ve had for about five years now and we make skincare products and honey-based products and teach about bees. We started selling on Amazon in January. I mean, that’s pretty much where we are. We just launched the product that we’re going to talk about today. We just launched it about five weeks ago.
[00:06:56] Scott: How many SKUs?
[00:06:57] Aaron: How many SKUs? We have…
[00:06:58] Scott: Right now?
[00:06:58] Aaron: Nine SKUs.
[00:06:59] Scott: Nine SKUs, okay. And let me ask you this though. Let’s go before we dig into the hot seat because, I mean, I don’t normally do this, but I want to do it because we’re here. What got you into this market? Like where did it start? Bring me back to that really quickly because some people are like, “Where does the bee stuff come from?” Like you don’t just wake up and go, “I’m going to make some skin cream out of bees, out of honey.” So, how does that all happen?
[00:07:21] Aaron: So, I was a massage therapist for 10 years.
[00:07:23] Scott: Okay. Didn’t know that. See? I’m learning.
[00:07:25] Aaron: Yes. And so, I got super into lotion and skincare and the quality of it, the texture, the ingredients. And so, I kind of started testing all my clients’ different mixtures and the same mix that we use now is our base for our skincare is what I use on all my massage clients. So, it’s really light, hypoallergenic, very absorbable, has a good texture to it, it’s not greasy. It’s really simple. We like simple.
[00:07:54] Scott: Okay. So, again, I always like to give people like the background because like you started as a massage therapist. You weren’t thinking to create your own cream.
[00:08:02] Aaron: No.
[00:08:03] Scott: It was just like that was your thing. And out of almost like a thing that you need or you wanted wasn’t in the market, you kind of created it. You almost scratch your own itch.
[00:08:12] Aaron: Right. So, one of the main ingredients was beeswax and then I started looking into beeswax and found out that most of the beekeepers in the US use a lot of chemicals with their bees that gets into the wax so then it gets into the lotion. It defeats the purpose of what I was trying to do. So, I bought one beehive and thought that’ll be enough to maintain my whole practice and it might be a fun little hobby. The first time I got into bees, I immediately thought, “How do I quit massage therapy and start doing beekeeping full-time?” And so, then over the course of about four years, I transitioned from full-time massage therapist to full-time beekeeper.
[00:08:48] Scott: Wow. Okay. Beekeeping. Again, I wouldn’t even know where to start.
[00:08:52] Aaron: Yeah. It’s totally random.
[00:08:54] Scott: That is. I love it though. So, I mean, you have to do your research to say like, okay, what do I need? I need a beehive. Like, I wouldn’t know what to do with a beehive.
[00:09:03] Aaron: Right.
[00:09:03] Scott: You know what I mean? I guess I don’t want to bore everybody with all the details, but I am kind of interested about it like how do you figure that out? YouTube? Like how do you figure that stuff out? Read books? What’s the process to figure that stuff out?
[00:09:18] Aaron: So, I’m an avid reader. I taught myself how to juggle using books. I taught myself how to play chess and do different things using books. So, as soon as I want to learn about something, I’ll go find all the books on it that I can. And then podcasts were really big for me. So, I listened to a lot of beekeeping podcast.
[00:09:33] Scott: There’s beekeeping podcast?
[00:09:35] Aaron: There are. I actually have one.
[00:09:36] Scott: That’s awesome.
[00:09:39] Aaron: But so, yeah, I got into the podcast, started listening and then just like how you talk about, you just have to take action. I just jumped in the deep end of the pool, killed a lot of bees on accident. Just like with Amazon, it feels very similar to me. Just jump in and you kind of have to like figure out as you’re going. Because if you wait for the perfect time or you wait until you have all the knowledge, you’ll never get started and it won’t be the “it depends” things. You won’t have all these different variables in the books. So, like a common saying among beekeepers is I’ve read all these beekeeping books, but the bees haven’t been reading these books too because they’re not doing what the book says they’re going to do. So, I just kind of jumped in. I found some people that were doing it. I like to find people who are successful and try to model what they’re doing.
[00:10:30] Scott: Model what they’re doing. Absolutely.
[00:10:32] Aaron: Russell Brunson like real big into that. So, I just found beekeepers. A lot of them didn’t keep bees the way I wanted to which actually turned out to be good because it showed me like I don’t want to be this kind of beekeeper.
[00:10:45] Scott: I got you. Okay. Cool. That’s a great backstory. And the cool thing is, is that you’re willing to share, and you emailed me, and you told me everything about your story. I love your story. You shared your pictures with you and your wife doing this whole thing. It’s a husband-and-wife team too, right? So, that’s awesome. I love that. And you were showing me like all this stuff and I’m like, number one, you fit the profile like you are the guy. I mean, you got the beard. You got the tattoos. You got the look, man. Like, totally fit it. And then to tie your story in there I think is key. What I want to do though today to really kind of give the listeners kind of like a behind-the-scenes look at us giving you some over-the-shoulder advice, I want to pull up one of your listings. People aren’t going to be able to see it right now but we’re going to dig into it. What is the one big thing that you want to kind of go over that you want to dig into? And then obviously, we’ll go into kind of brand building because I think that’s your next level thing.
[00:11:38] Aaron: Right.
[00:11:39] Scott: So, give us like what’s your questions?
[00:11:41] Aaron: Right. So, one of the biggest I’m having, I don’t have a lot of traffic.
[00:11:47] Scott: To Amazon?
[00:11:48] Aaron: To Amazon, right. So, we also sell retail, physical locations.
[00:11:53] Scott: You were telling me like in the Whole Foods and stuff, right?
[00:11:54] Aaron: Yeah. Whole Foods, regional grocery stores, but the Amazon thing has been a little harder because I can’t talk to the customer face-to-face. If I can talk to somebody, I can explain to them and it’s been hard for me to figure out how to talk to people that you don’t get to see face-to-face. So, that and then there’s only really one competitor and it’s a major brand and they have trademarked the – their brand name is also the common name so the main keyword that I’m shooting for is a trademarked brand name on Amazon and it’s just been hard to get higher and higher in the listings to get that organic traffic. I’ve been running PPC.
[00:12:37] Scott: Okay. So, really your thing is traffic.
[00:12:39] Aaron: Yeah.
[00:12:39] Scott: Traffic on Amazon, what are we going to do to get more traffic on Amazon? Well, number one, we talked about last night like building the email list like doing all that stuff. Haven’t even done that yet, right? So, that’s something we’re going to have to be working on. But organically, just to even get yourself optimized for other keywords that you might not be aware of is step number one. So, identifying those keywords. So, Chris Schaffer is here.
[00:13:01] Chris: What up?
[00:13:02] Scott: We’re saving his voice a little bit because he’s actually got a little bit of a cough.
[00:13:05] Chris: I’m very tender.
[00:13:07] Scott: Yeah. But he’s very deep on the tone today so you may even be…
[00:13:12] Chris: It’s going to carry a little bit.
[00:13:13] Scott: I was going to say it’s going to carry. So, Chris, why don’t you…
[00:13:15] Chris: I’ll just lean back and talk and then I won’t overwhelm everybody.
[00:13:19] Scott: Yeah. Why don’t you dig in?
[00:13:20] Chris: So, let’s do that. But I think before we dive into that, I wanted to kind of talk about something. For you, the story really sells the product and we talked about that like on the e-commerce side, on the wholesale side. On Amazon, that’s really hard.
[00:13:33] Aaron: Right.
[00:13:34] Chris: And Joel and I have talked about and he just wandered away from us here, but we’ve talked about and you and I have talked about this in the past like Amazon is the lowest common denominator. They need to understand what the thing already is. There’s not a lot of marketing you can do so they have to understand the product. They have to be able to get it. And so, that’s something. Now, if you were the only person selling, I would say that might be part of the struggle for you. In this case, I don’t think it is because you have a competitor who is a little bit more well-known that is doing really well, and they’re selling 900, 1,000 units a month of this product and it’s a little bit seasonal because of where we are in here but they’re able to do that on Amazon. So, there is traffic there which we have to figure out how to capture it.
[00:14:15] Scott: Yeah. Okay. So, why don’t we talk about the first product that we’re looking at here? Why don’t you describe it?
[00:14:21] Aaron: So, it’s a spicy honey cider. It’s apple cider vinegar, our honey, onions, horseradish, garlic, ginger, turmeric, cayenne, and parsley.
[00:14:29] Scott: Whoa. Okay.
[00:14:30] Aaron: So, you use that as a daily health tonic. You can take it straight with a shot in the morning and it really wakes you up. Some people like to dilute it with water or juice. You can use it in any recipe that you would use apple cider vinegar in to kind of punch it up a little bit. It’s really good for helping cut mucus, stop colds, seasonal allergies naturally. Anti-inflammatory. It’s good stuff.
[00:14:54] Scott: Okay. Cool. Okay. So, that’s got a lot of good stuff in it. I can tell. Okay. So, who right now is like top of mind people that are going to be searching for this? Because Amazon is a search engine, right?
[00:15:08] Aaron: Right.
[00:15:08] Scott: So, and I know like you said there’s a main brand that’s selling a product that’s similar but like if I’m searching for something, how am I going to come across this product is, I guess, the first question?
[00:15:20] Chris: If you didn’t know about it.
[00:15:21] Scott: If I didn’t know about it already. Because I think what you’re looking at is like what’s the biggest keyword that people are going to be searching for? And that’s like typically like the garlic press? We use that, so garlic press people are going to search for a garlic press. It doesn’t matter the brand. But if there’s a major brand that is known for their, well, I’ll say for guitars. I can look for a guitar or I can look for an ESP guitar. ESP, I’m not going to buy anything else other than an ESP because I’m an ESP fan. So, that’s what I’m saying. But there are other people that are looking for guitars that don’t care about ESPs. They just want a good quality-made guitar. And you’re still going to be able to capture those people but you’re just not going after that main brand search people.
So, and I think that’s what you have done is you went after the main ESP guitar. We want to go after the person that just want some nice handcrafted guitar made with better materials and whatnot. So, that’s where I think we need to focus so we need to be able to dig in and find other keywords. We call them long tail or just non-brand-name keywords and I think there’s definitely a market for that because you’re in kind of like the natural space. And, again, you have other products that serve other things. We have beard stuff like we have all this other stuff. But right now, if we’re talking about this, so Chris what would you say like first step what are we going to do to find other keywords and things that people are searching for? What’s first step?
[00:16:45] Chris: So, there are two things really. The first one would be because we have some pay-per-click data which probably pulling up the search engine part. We’ll do that here in just a second. But the other one is we’ve been going after, and I want to ask you this, it sounds like we’ve been going after like the product name and I’m curious just looking at your title here, I’m wondering if there’s actually an opportunity to go after the product use. Because for me like if I knew what it was, I would search it by name but the one step up in the funnel search if they’re just looking for what this can help them with, they might not know what that is.
[00:17:22] Scott: Exactly.
[00:17:23] Chris: And this is a solution to fighting allergies and colds naturally. Now there’s going to be some other stuff that pops up on Amazon to do that but if you can conquer that, that might even be a better place than going after just the other brand who’s selling 900 or 1,000 because then you’re actually bringing new traffic into the ecosystem. And it’s an opportunity for people to try it and go, “Yeah. This really helped with my allergies. This really helped with my cold.” People who are already searching for honey cider are going to find it and they’re going to know to think and search for that. Does that make sense?
[00:17:55] Scott: Yeah. It totally does and it’s like honey cider, that could be its own keyword and that’s not branded. But honey cider, my wife might have seen an article on a blog or something about like my daughter’s got like mucus or allergies or whatever it is and she may search for honey cider. You would be populated if that’s what you’re dominating, if that’s what you’re going after, but you don’t know that 100% if that’s a search. So, Chris, let’s figure this out. How would he go and find keywords that or I’ve gotten an idea, but I want to hear your take, what would you do to find some keywords that are being searched for not just on Amazon but just in general in the space for honey cider?
[00:18:37] Chris: Well, the first thing I would do is not have an Internet connection.
[00:18:39] Scott: Yeah. I know. Right. So, people can’t see this right now. Well, we have no Internet.
[00:18:43] Chris: Even though it’s connected to my house. The first thing that I would do, if you don’t really have an idea, take a look at either Google autosuggest or Amazon autosuggest, we started talking about this last night, and just start taking some of the things, some of the broader concepts out of your thing. So, natural cold and it’s going to be natural cold remedies, natural cold care, natural cold whatever. You can start to get an idea and a full list of those things and then you can go somewhere like Google trends, merchant words, any of the places that are going to give you an idea of how popular the keyword is, the Google keyword planner, any of those places and just run that list through and see which ones have the most volume and then start to shift towards that. The other thing that I would do because we have Amazon and we can validate some of the sales data is I would look to find the ones that match so we’re looking for search volume and we’re looking for sales volume.
[00:19:32] Scott: Okay. So, what I want to add there is and I think for anyone listening and for yourself, Aaron, and you know this I’m sure, when you go to Amazon, you type in honey and then cider, you’re going to see the autosuggest.
[00:19:44] Aaron: Right.
[00:19:45] Scott: Those are the ones we want to focus on first.
[00:19:47] Chris: Right. Don’t hit enter. Just type in the word.
[00:19:49] Scott: Just type in honey cider A, see what populates. Honey cider B, see what happened. You know what I mean? And that’s going to give you – you can do it. I mean you’re going to go do it now, Chris, probably right?
[00:19:58] Chris: Well, I just pulled up Google because that’s here.
[00:20:00] Scott: Okay. So, Google will do the same thing. So, we have honey cider beer, honey cider Austin, honey cider vinegar, honey cider recipe, honey cider dressing. Honey cider recipe? Again, now that’s content. We were talking about that last night to soften a little bit of a side tangent here a little bit but that’s content. You can do these like honey cider dressing.
[00:20:21] Chris: And you actually have like a barbecue sauce recipe in the enhanced brand content on your listing, right?
[00:20:25] Aaron: We do. And I send it, with every bottle, you get a card that has the recipe.
[00:20:30] Scott: Okay. And we’ll go down that road here in a minute but all we’re doing is we’re having the search engines tell us what are the most popular searches. Those are the ones that even if we pulled that up off of Google Planner or Google Trends, it’s still letting us know that that’s a popular search in a search engine. It doesn’t mean It’s going to be on Amazon but there’s a good chance if it’s being searched for there, it’s probably being searched for an Amazon, but I would do that on both places or any search engine for that matter or I would use any keyword tool even if you say, “Well the data isn’t coming from Amazon,” I don’t care. I just want more ideas. Again, going back to your search term report, that’s going to give you actual keywords that have been typed in. Are you targeting honey cider?
[00:21:12] Aaron: No.
[00:21:12] Scott: Okay. So, that would be first step. Broad match honey cider and let it start kicking it or let it start pulling in because you’re going to now get exposure. You’re getting impressions, you’re going to get clicks, and you’re going to see if you’re going to have a conversion. If you don’t have a conversion, that’s okay. We can still see. You know what I’m saying? So, we just pulled up Google Trends right now, Chris did, and look at the uptick like there’s a huge uptick.
[00:21:34] Chris: This is within the next three weeks last year.
[00:21:37] Aaron: Really? Awesome.
[00:21:37] Chris: So, this is right now, November, that you look at like December and January.
[00:21:42] Scott: It’s a huge spike.
[00:21:43] Chris: So, the highest search volume ever for honey cider was January 2017.
[00:21:50] Scott: Right. So, it’s an uptick.
[00:21:50] Aaron: Perfect.
[00:21:50] Chris: Which means you’re headed into that season and you can see like you’re towards the bottom of that trend right now and it’s starting to trend back up already and you’re probably going to see that again in December and January. Just something to keep in mind with that term, specifically, but keep an eye on that sales volume in the market, you’ll probably see a big swing. And you know why because it’s seasonal, allergies, colds, all of the things that we’re talking about are happening right now as demonstrated by my voice.
[00:22:15] Scott: It shows all the way back five years ago and it’s upticking the whole time. So, that’s a trend that’s growing. So, we just established that honey cider is growing. Now honey cider you could have it like, again, it could be used for multiple things. The next step would be like what’s the next thing that as you add something to that? What are the suggestions, Chris, that come up for Planner? No, no. You go back. Just scroll down a little bit. You’ll see like the suggestions of keywords that is in that Google Trend. So, we have honey apple cider, apple cider, cider vinegar, vinegar, apple cider vinegar. Related topic, cider beverage, honey, sweeteners, apple fruit, apple cider vinegar, vinegar. See what I’m saying?
[00:22:57] Aaron: Yep.
[00:22:57] Scott: So, we’re figuring out there are additional things that we could be adding as one word that could completely change the search. So, these are things that, number one, I would focus on for pay-per-click and test because then we can kind of start to pull from that data but then also you can throw some of that stuff in the back-end search. So, this again is kind of like, okay, how can we increase the traffic by just optimizing the listing? That’s what we’re talking about. Once you’ve optimized the listing, it’s not necessarily saying you’re going to rank right away. That’s where it’s going to come into how can we drive sales to Amazon and then Amazon will now see our listing and scrape our listing and now we start to rank. That’s where the email list comes in. You see what I’m saying? But all we’re doing right now is we’re trying to find these other keywords that are not necessary for your brand that you’re competing with. That make sense?
[00:23:43] Aaron: Yeah. Totally.
[00:23:44] Scott: Okay. Any questions so far?
[00:23:47] Aaron: One question. Does Google index Amazon?
[00:23:51] Scott: Yes.
[00:23:52] Aaron: Okay. So, even if people aren’t necessarily searching on Amazon but they are searching on Google then I would have a chance for ranking with that?
[00:24:00] Chris: And you have a very good chance of ranking for that because Amazon is a very high authority site. Even though they’re a Google competitor, Google wants to show the most relevant search result and they want to give people what they’re looking for. And so, even without going and getting back like doing all the stuff that you need to do when you’re building your own site, Amazon is very high authority because everyone in the world links to them. And so, if that search term exists on Amazon, you’re going to be indexed for it. It’s just a matter of what other sites have authority around that topic. Like a doctor acts or somebody like that in the natural health space might rank higher than Amazon but you’re still going to show up there if that makes sense. And if somebody types in honey cider vinegar drink, you’re probably even more likely to show up. The longer you get into the long tail, the longer search terms, the more likely you are to show up for that. So, you are going to see some results inside of Google for that.
[00:24:46] Aaron: In your own opinion, is it worth AdWords? Is it worth trying to drive?
[00:24:51] Chris: Not to Amazon but you have your own site and you have some of that kind of stuff and so in that case, I would drive it to your site because if you’re spending that money, you need to be able to track it and this is something that people ask us all the time about driving external traffic to Amazon. I love external traffic. I love list building. I love AdWords. I spend millions of dollars a year in AdWords, but you can’t track how well it converts on Amazon. You just can’t. You can use affiliate links and you can do some stuff and our buddy, Jason, does a lot of stuff at external traffic and affiliate links and they have an entire team of people that are dedicated to tracking it. On your site, you would know somebody clicked on the ad, somebody bought. Awesome. It cost me $2. On Amazon, you could spend $100 and your sales might go back correlation versus causation, we don’t know because Amazon doesn’t tell us. So, it’s kind of throwing it into a black box.
[00:25:41] Scott: And what I would say here is like that’s probably one of the things I would say is on the list but it’s down on the list.
[00:25:49] Aaron: Got you.
[00:25:50] Scott: Right? You know what I’m saying? Like I personally would do exactly what we’re saying here. I’d spend time to drill into what are those keywords. Again, maybe set up a campaign like soon with honey cider as a broad match because with broad match, we want to be able have that be the seed but then allows us to be showing for stuff that’s related to that and then we could pull that report and we could say, “Oh, honey cider triggered this search. Oh wow, there’s a lot of impressions for that,” and then we can start to dial that in. That’d be step number one.
Number two would be going through and looking at the suggestions that it’s giving us. That would be that. And then the third part of that, even before I would do outside traffic like ads and stuff, I would personally start creating that email list and start driving traffic and I would start creating content because that right there is an asset that you’re going to have and that you’re going to be able to use to really drive traffic to wherever you want it.
And I think with AdSense like Chris is saying, it’s really hard to track and it’s a beast in itself. There are other things you can do to probably work on that and I think brand is going to be top for you because the more you get out there, the more that you incorporate your story or maybe recipes or another way to use this or whatever, you’re going to be able to get people interested and then they’re going to want to buy your product because it’s the solution to something or you’re making it easier for them to understand. Like you even just really explaining the process or you explaining what’s in it and why that’s good makes me say, “I should probably take a shot at that.” You see what I’m saying?
So, there might be something like how to get more energy in the morning. I don’t know. Something as simple as that and then you may pop up and say like, “This is what I created to give you a boost and your body needs it because of this, this, this and this and here’s why.” So, there are all different reasons why people are going to find you but if you’re out there to give the answers to their questions, game over because now they’re going to just naturally be led to your honey cider.
[00:27:44] Aaron: So, you start answering those questions on Facebook to your email list?
[00:27:48] Scott: Anywhere you can.
[00:27:48] Aaron: Anywhere? YouTube? Whatever?
[00:27:49] Chris: On your site if you have a Squarespace site right now. So, I’d be creating that content and putting it out anywhere. YouTube is going to be a huge channel for you I think.
[00:27:56] Scott: Oh yeah.
[00:27:56] Chris: Because it’s the second largest search engine. I guarantee you if we go to YouTube and we’ll do it here in a minute, again, autosuggest. What are the things that Google is saying people are asking for? The other place that you can get really great content ideas is your search engine report. Like we were talking last night about golden tea or turmeric tea. Turmeric tea, you’re getting clicks on. You actually made a sale from turmeric tea which is not at all what you’re selling but it is tangentially related like if somebody’s into golden tea or turmeric tea, they also, they understand that turmeric which is one of your ingredients, has value. And so, they’re going to say, “Oh, it’s also in this.” They’re going to see this in an ad. It’s related in their head. They understand what all the benefits are so they’re going to give it a try and we can create some content around that. So, add this to your turmeric tea or something like that.
[00:28:46] Scott: I just want to let people listening right now know that what we just did or what Chris just did, he pulled up the search term report inside or your pay-per-click report inside of your seller’s account and what we basically did is we looked at honey cider and you can see that we’re looking at the report that came back. And by doing that, you identified that keyword is actually triggering and that actually made a sale. So, to you, that could be like, “Okay. Well, maybe I have to mention that or do a video on that and talk about that because obviously people are searching for it and they’re using it for that.” That’s pretty awesome. I mean, we just discovered that by going through this report. And again, you’re running the broad as we’re looking at this and that’s triggering the actual your base keyword but then also what it was actually searched for. Any other thing that you’re digging through there, Chris, that you’re finding?
[00:29:38] Chris: Well, here’s one. I mean, $113 in rev. What is this? So, this is your main competitor keyword, right?
[00:29:43] Aaron: Right.
[00:29:44] Chris: And that’s converting really well for you. And we know that if you can rank there organically, that you’re going to pick up a lot of sales but it’s tough to do that because it’s a trademark term and we have to be very careful.
[00:29:54] Scott: Yes. Yes.
[00:29:54] Aaron: Yep. And the ACoS for those has been higher than I wanted especially whenever I made a manual…
[00:30:03] Scott: Campaign? Yeah. Okay. All right. Cool. So, as Chris is still digging through that report a little bit, I mean, is that cool? You pretty much got that? I mean, as far as like there’s a lot more you can do here. You’re just scratching the surface like you’re just going after like really like you’re going at the top. We got to work down from that and go after the low hanging fruit, the stuff that might not get as many searches but when you do get searched, you’re there and it’s going to be easier for you to rank for that and you’re not worrying about like violating a copyright or a trademark. What I’d like to do, if you’re cool with it is let’s now transition into brand building.
[00:30:43] Aaron: Yes.
[00:30:44] Scott: Because I think that’s really a huge component here. And even by looking at this keyword stuff, this can also give you an idea of what you should be creating content on. So, Chris, when you get a chance, can you pull up YouTube? Because what I talked about last night for you was like, number one, incorporating your story and then from there even showing people the process. So, for you and like you said, you kind of nerd out, geek out about like honey and bees and all this stuff and it’s kind of interesting and I’m not like but I’m interested like you had me interested and I would watch that video.
Obviously, you don’t want it to be a 25-minute video but for you to shoot this stuff and lead people through that process, let them see how it’s made. Let them see the passion that you have for it. That makes people want to buy into your brand. So, for me, it would be like showing you and your wife and like showing like who you are, the story and all that stuff, people they’re just going to love that but they’re also going to then want to kind of continue to go into your content. As you bring people into your content, they’re going to naturally want to come in and support your brand. You also have side note here a product that is replenishable which people would love to have.
[00:31:54] Chris: All of your stuff.
[00:31:54] Aaron: No expiration date. I mean, very long shelf life.
[00:31:57] Scott: Long shelf life and people are going to have to buy it again because it’s going to be used up. So, to me, you’re sitting on a honeypot. Wow. Look at that. Honeypot.
[00:32:08] Chris: No fishing analogy.
[00:32:12] Scott: Right? So, I mean to me you have all the components. We just have to basically start. So, you said you have a podcast.
[00:32:18] Aaron: I do. A beekeeping podcast.
[00:32:20] Scott: A beekeeping? Who is that market? Just people that are interested in basically doing what you’re doing like homemade like do it yourself stuff?
[00:32:28] Aaron: Right. And we don’t even touch on my products on that. It’s all beekeeping. So, basically, I use the podcast initially to talk to the authors that had really impacted me the most. So, I reach out to them and say, “Hey, I can get you on the podcast,” and then I ask them a bunch of questions that I wanted to know that I heard them talk about and I figured other people want to hear it too. I haven’t actually done an episode in over six months. I still get emails from people that are like, “Oh man, loved it. It was great. I like your approach and everything.” It’s very stripped down. If anybody listens to it’s very like bare-bones kind of feel.
[00:33:01] Scott: That’s okay. Which is kind of cool, you actually did that so that way you could reach out to the authors of people and say, “Hey, listen.” And you know what, my good friend, Steve Chu, he basically created this podcast to have guests on, so he could get introduced to these people but now his podcast has grown to where it’s a steady stream of traffic for him. But he really does it to make that connection and say, “Come on to my podcast. I’d love to kind of dig in.” It’s almost like you get free coaching in a sense, kind of like what we’re doing here for you right now. So, but for you, you’re able to now reach out to these people and then also allow people to understand the process that wants to know and then, so your podcast isn’t necessarily for people that might want to buy your product, although they could, but also shows that you are an authority in the space because now you are a podcaster in a sense and I love that. So, there are things that we could do there. We won’t go 100% into that but I think your easiest move and the best move right now is YouTube. Instagram, are you on Instagram?
[00:33:57] Aaron: Yep. That’s actually where we have our strongest following is on Instagram.
[00:34:00] Scott: Okay. And I would imagine.
[00:34:01] Chris: Which makes perfect sense.
[00:34:02] Scott: I would imagine that. So, I would double down on Instagram and I would double down on YouTube. Are you doing any YouTube?
[00:34:10] Aaron: No. We have like a couple little videos up of like bees walking around or a queen that I thought was really pretty. Just ordinary stuff but nothing structured.
[00:34:19] Scott: Okay. I would do that. I would do that for sure. And again, I would make it where, number one, the first one would be you describing your story why you decided to do, same story you gave to me. “I was a massage therapist. There wasn’t a product out there that I like because of this, this, and this. I want to have something more natural. I didn’t want the chemicals, so I decided to get into this. I bought my first hive.” Yadda, yadda, yadda. Right?
[00:34:42] Aaron: Right.
[00:34:42] Scott: And then it doesn’t have to be that long. It could be two minutes, three minutes, whatever it needs to be. Maybe have your wife on as well. I think people would really, I think they would really like that that it’s both of you and you’re the brand. So, I would definitely incorporate that. Then I would do behind the scenes of like, “Hey, guys, I’m going to go out there and I’m going to show you how I actually do this.” And then actually take them through that process and again, that shows that you actually really are making it and you’re actually doing this, not just saying it, and then people will love that. And then from there, you may get questions. Ask people, “Hey, if you guys got any questions, let me know.”
And then if you have a question, you could pop back on YouTube and go, “Hey, I had a question from Aaron and Aaron wanted to know XYZ.” “Well here, I decided to shoot a quick little video and show you exactly why that’s important,” and explain it and all you’re doing then is you are answering a question that came in from your community of people that are interested in apple cider or honey cider or whatever, and the benefits of it.
And then from there it also sets you up as the authority in the space of creating this brand and this product. So, that’s what I would do. On every video, I’d be like, “Hey, this is Aaron from XYZ and I just wanted to just show you guys today on how we’re going to do this, this, and this. And, oh, before we get going, if you guys want to know more about this stuff, just go ahead and subscribe to our channel.” Like that’s it.
Get subscribers on your YouTube channel because every subscriber you get on YouTube right now, they’re going to get notified pretty much. I mean there’s a double – we can get into that another time but there’s pretty much YouTube is going to email them for you when you go and post a new video. So, it’s kind of like they’re emailing your subscribers for you. So, to me, your first step would be like not even on YouTube. Don’t drive them away from YouTube. Try to get them to do some more of your information on YouTube and that will help that channel grow.
[00:36:36] Scott: So, really the call to action is hook them with what you’re going to teach them real quick, what the thing is going to be about and then, “Hey, before we get into this, do me a favor, if you want to know more about this or if you want to get notified when we do more videos like this, just hit subscribe and you’ll get notified. All right. Let’s dig in.” Then go ahead. And I think if you did those videos, you can take them, put them on your blog. You can embed them into your blog, write a content around it so now you that YouTube traffic. You also get SEO traffic on Google for people that are searching for how to whatever. Go ahead, Chris.
[00:37:09] Chris: I don’t mean to cut you off, but the questions thing is a really cool way to create content. So, the first like four or five pieces of content like your keystone content that I would create is your brand story. So, I think that’s really cool and if somebody already knows that low hanging fruit like if somebody already knows about honey cider or if somebody already understands the benefits of bees or honey in whatever, it’s antibacterial, whatever that is, they’re going to get it and they’re going to see you and you guys will resonate like you and Joel and I nerd it out about this stuff last night. Where are your target audience? Immediately, if I saw you talking about that, I mean like this guy knows what he’s talking about and you said the same thing.
[00:37:44] Scott: Yep.
[00:37:45] Chris: We would resonate with that. So, I would do those like four or five like here’s my story, here’s how I got started, here’s where the inspiration for each of our products came from.
[00:37:53] Scott: Yeah. Inspiration is huge, why I decided to do this.
[00:37:56] Chris: Then you started talking about questions, Scott, and like getting questions back. There’s actually a way to force that and it’s using Google autosuggest and you just type in “how do bees” and let it populate. How do bees make honey? How do bees make wax? The same thing with your products and that’s probably where I would start. What are the benefits of apple cider vinegar? You just type in apple cider vinegar and allergies and see what comes up. Answer the question type content that comes on the backend of that because that’s what’s really going to drive the traffic. If somebody is looking for what are the benefits of honey vinegar, that’s going to be your ideal audience because they’re going to come, they’re going to watch your video and they’re going to be like, “This dude is awesome.” Look, he has honey vinegar and they’re going to go buy it. And then you can start to take that stuff and go one level up in the funnel to the people who are looking for apple cider vinegar, and you go one level up for the people who are looking for natural cold remedies. And you build up from there rather than building down.
[00:38:57] Aaron: Got you.
[00:38:58] Scott: Can you pull up YouTube real quick? And then we can kind of dig into the how-tos on there. So, what we’re basically going to do here is we’re going to go to YouTube and let them tell us. So, right here we just typed in on YouTube like honey cider. So, we have obviously honey cider and then we have honey cider vinegar, honey cider vinegar drink. That’s another one, right? Honey cider vinegar benefits. So, yours would be like what are honey cider vinegar benefits?
[00:39:22] Aaron: Right.
[00:39:23] Scott: And you answer it. There’s your video. Done. It’s one of the top searched for questions. So that’s what you put in your title. In YouTube, your title is going to be your most powerful thing just like Amazon is. So, we’re leading them to, “What’s the honey cider vinegar weight loss?”
[00:39:37] Aaron: Right.
[00:39:38] Chris: Well, that I think is going to be a huge market for you in terms of content creation. It’s going to be the health among us space because the people who are really into that are going to understand the detox, the weight loss, all of the benefits to that. Outside of the people who are just looking for something to help them with their seasonal allergies or their cold, that is great. That’s a different audience but the people who are going to buy again and again and again and again are the people who are doing it for the health side of it. And so, if we can create some of that kind of content like honey and apple cider vinegar detox, honey and apple cider vinegar drink. These are going to be the people who are like, “What is this thing? What are the benefits of it? That makes sense. I understand.”
[00:40:15] Scott: And why you don’t just want to get just regular old honey cider? Why yours is different than just regular honey cider? So, technically, if you’re making the honey and apple cider vinegar detox, yours is actually going to be a notch up because yours has different ingredients than just honey cider. You see what I’m saying?
[00:40:28] Aaron: Yes, definitely.
[00:40:28] Scott: So, for you, like we have a whole list here of like content we can plan out and what I would do so you didn’t get overwhelmed is I would take the top ones. I would make a list and I would say, all right, once a week I’m going to sit down and I’m going to create three videos and they could be five-minute videos and then you’re going to upload those like three times a week. Maybe do Monday, Wednesday, Friday or maybe to Tuesday, Thursday, Friday or whatever and get on a little bit of a schedule there. You’re not going to get results overnight but as you do this, it’s constantly going to be kind of out there getting indexed. You’re going to start slowly get some traffic. You might get one that takes off.
But then once you start building the email list which we talked about with your partner too last night, we talked about coming up with a bundle, a giveaway of some kind and then from there driving people into an email list to win this prize of a detox kit maybe because it’s around the first of the year and everybody’s doing the detox. So, you do this whole detox thing, $200 value and then you have some of your products kind of woven in there.
But now once we have that email list, guess what we do? We drive them over to your YouTube video, “Hey, guys. Just shot a video explaining the whole detox process using honey cider vinegar. Go check it out.” That’s it. And then we’re going to just say in the PS, “Oh, by the way, if you liked it, do me a favor, share it.” We’re not asking to buy a thing but we’re driving them to YouTube. What are they going to do? They’re going to share it. That’s going to get other people that are on your list to come back to your YouTube channel. Instagram, any of that stuff.
So, that’s how it works, and a lot of people just look at it like, “How do I get the email and how do I get the sale?” We’re way different than that and especially for you, you have all the components, all of the resources to really build out the content, build the email list and then drive people to your content to get them really kind of going through it and learning about your business and your brand and naturally they’re going to come back and buy. And then they’re going to tell people, “Oh, what do you use?” “I use the honey cider vinegar from this guy. He actually shows why he did all that stuff.” It’s powerful. Really, really super powerful.
[00:42:19] Chris: So, we were talking last night and for those you guys who are on the podcast and can’t see what we’re doing, I went, and I clicked on honey and apple cider vinegar detox. You and I are talking last night. You said, “One of my concerns with being the face of the brand is like anybody can make this.” And I said, “Well, first of all, not everybody has bees in their backyard.”
[00:42:37] Scott: I don’t have a hive.
[00:42:38] Chris: Everybody should have bees in their backyard.
[00:42:39] Aaron: Let me know if you all want some.
[00:42:42] Chris: But not everybody does.
[00:42:43] Scott: I don’t like to get stung.
[00:42:44] Chris: If you look at these like the first few videos that came up is people making the basic version of the honey cider. It’s just raw honey and apple cider vinegar. 770,000 views, 383,000 views, 337,000 views, 1.8 million views in less than a year, 2.5 million views and then we brought up Dr. Axe kind of jokingly earlier, he shows up down here, 1.3 million views and this is all the basic version of your drink. Really cool. But anybody can make this, but it doesn’t have the horseradish. It doesn’t have the onion. It doesn’t have any other stuff in it.
So, if I were you, I would come through here, I would see what other people have made in terms of this content and I would make my spin on that and say, “Look, you should be drinking this.” At the very least you need to buy honey which they can also buy it from you even if they’re not buying honey cider vinegar. “Hey, we have our own honey. You can use whatever – make sure you’re using local raw honey, whatever the benefits of…” Go through that and, “You can make this. And anybody can make this at home,” and you can just tell them that. And then but if you really want to kick it up a notch, if you really want to take advantage of all this, you also need to add these things and here’s why. You need to add the horseradish, you need to add the onion, you need to add what else? Turmeric.
[00:43:54] Aaron: Ginger, turmeric, garlic.
[00:43:55] Chris: Here’s why all these other things make sense and then you and I talked last night about a video that’s being going around. It’s like 10 super foods that you should buy at Whole Foods is the name of the video but that’s not what it’s about. It’s a guy walking through Whole Foods and he’s like you need dragon fruit and this and this and this and he like checks out at Whole Foods and it’s like $300. He’s like, “Or you can buy my powder and it’s $30 a month.”
[00:44:19] Scott: It’s pretty good. That’s great strategy.
[00:44:21] Chris: You’re saying, “Look, honey cost this much.” Vinegar you can go get whatever apple cider vinegar you would like. You can get Bragg’s. You can get any of those kinds of things, but you also need to get good horseradish. A lot of the horseradish in the grocery store, not organic, sprayed with pesticide. Actually moldy. Ginger is the same way. It’s really hard to find a good ginger. And that’s something that we went and did. And if you’re using moldy ginger, that defeats the entire purpose of using ginger. And so, what we did is we really nailed down the supply chain like I’ve talked to all these people. This actually uses our honey so that we know that it has all the benefits. If you want to get all the benefits of this stuff, you can go here and get it. If not, let us know how the basic version works for you and go from there. So, you’re adding value to their lives but you’re also bringing them back to the brand.
[00:45:12] Scott: And some people it was funny I was talking to someone last night at the meetup and, oh no, actually it was today. Actually, it was this morning. I was talking to a finance person and I was telling them about like because they want to get more local clients, but they don’t want to really put out a podcast or anything because they don’t think that that’s going to benefit their local business. And I’m like, “Well, eventually you could then answer their questions and do all that stuff and kind of like get people that are wanting to learn finance from a distance,” whatever. But their all thing was, “I don’t want to give it away because I’m afraid then they won’t need me.” And a lot of people feel like that and it’s the same thing like you’re saying, in a sense, you’re like, “Well, I don’t want to show people how to make because anybody can make it,” but like Chris is saying, yes, but in the same breadth, people are going to want to buy from you either the components to make the homemade or they’re going to want yours because you’ve done all the research and you’ve actually mixed it and everything is all together. I know myself I might look at it and say, “Oh, I’ll make it once,” but then I’m like, “I just want to have it done. I want to have it delivered to me every month or whatever.”
So, you’re going to have some people that will make it but there are some people that aren’t going to want to. So, I wouldn’t be afraid of that and I think it’s going to be a great traffic generator because people that want to make it, obviously, they’re your ideal market. So, whether they buy this or buy something else, they’re definitely into the natural side of things and the benefits of putting that stuff in your body.
[00:46:31] Chris: And they’ll have a friend that goes, “Why are you drinking that every morning?” And they’re like, “Oh I make it.” That’s a lot of work. “Yeah. It is a lot of work, but I get this honey from this place,” and that’s where you pick that up. And that like you said, they still have to buy their own ingredient somewhere and so they are in your ideal audience. Even if they don’t buy the honey from you, they might get a tattoo and need a tattoo aftercare. There’s a lot of other complementary products that you have that have the same ingredients.
And so, by bringing them into your ecosystem, in a way that’s not salesy. You’re not like, “This is the only way you can consume this stuff.” It’s, “Here are the things you need and why you need them. We put it in a convenient package for you.” That comes across as a lot more genuine which is a conversation you and I were having last night is 99.9% of the game when you’re trying to build the brand is the reason we’re doing this is we’re doing this for you. We’re doing this for you. We’re trying to get you the benefits of this. If you want all of it, we’re the ones that are crazy and pretentious.
[00:47:27] Scott: Obsessed with this.
[00:47:28] Chris: Retentive enough to source all of these things. If you want to go do it on your own, that’s fine. I just want to make sure that you’re doing what you can do for your health, for your wellness, and for the environment. We want to be good stewards. We want to do all those things and here’s our mission. If you support that, awesome. Welcome to the family. If not, have a great day.
[00:47:47] Aaron: Yeah.
[00:47:48] Scott: Did you have any questions on that?
[00:47:51] Chris: So, does that make sense?
[00:47:52] Aaron: Yes, it does. Well, it depends but… You’re talking about YouTube and everything. I totally choke on the camera like audio I’m much more comfortable with. As soon as I started looking at that little black circle or whatever, totally choked, and I guess I just got to suck it up.
[00:48:12] Scott: I’m going to give you some advice on that.
[00:48:14] Aaron: Okay.
[00:48:15] Chris: Just do it.
[00:48:17] Scott: Do it. It’s going to get better as you do it more. I actually, it’s funny, my kids were going through some home movies and there was a clip on there of me in a chair doing a video for our photography studio and I was trying to convey the message of how important your memories are because your memories will eventually go away and we are here to help you capture those memories. I took like six hours and I couldn’t get through it. I couldn’t get through it. I actually want to show clips of that because it’s so funny. My wife and I were laughing. I’m like, alright here I’m all like stiff and everything. Now it’s so easy because I just do it all the time. You know what I mean? And I don’t care if I make a mistake. I may say something and go like, “Well, that didn’t make sense.” Let me do that again so I’m being real again.
So, I think once you get past that then it becomes easy and the more you do it, it’s like anything, you’re going to get better at it. So, I understand that, but I think that you just need to do it and you maybe want to say, “I’m going to do some and I might not even post them.” Just do them and just get used to it. Don’t worry about like nailing it perfectly. Just understand that the things that you want to talk about, talk about them and then that’s it. The other little trick that I would say is if you’re doing the video, go through your points. If you make a mistake or you want to do a retake on that last part you did but you don’t want to reshoot the whole beginning again, stand still and start again. When you do that, one little tip and I have to show you digitally but what are we using for editing? Anything?
[00:49:47] Aaron: For video?
[00:49:47] Scott: For video. Yeah.
[00:49:48] Aaron: For video? I am…
[00:49:49] Scott: Any iMovie? Or what are you using? You got a Dell so, okay, Premiere?
[00:49:52] Aaron: Yeah.
[00:49:52] Scott: Okay. So, here’s a tip. Shoot wider on your video and then what I do is I will make a quick pause if I have to and then I’ll do a quick cut and then I will zoom in on it quickly. So, if you ever watch a commercial, a commercial is a lot of different shots quick. Well, you don’t really even realize and it’s also actually it’s a psychological thing that your mind has to readjust because I just went from here to here. So, what I do…
[00:50:19] Chris: It’s a crazy zoomed in, jump, cut.
[00:50:20] Scott: It is. And it’s not a zoom where you slowly zoom. It’s a cut. So, it’s like and you don’t know that it just happened, so it seemed seamless. So, it’s kind of like if I’m talking like this and I’m like and I make a mistake and I’m like, “You want to do this, and you want to go over here, and you want to take the bees and you want to go here,” and then I stop. “Oh my God, crap. I just messed up.”
[00:50:37] Chris: Oh yeah. There are bees.
[00:50:39] Scott: Then I would come back in and go, “And this is why it’s really important,” and at that shot, I cut it and then I just do a quick zoom in and maybe slide myself over to the right a little bit. You see what I’m saying? Again, this is a little off topic but it’s a little bit of an editing trick that no one will know, and it frees you up from thinking that you have to do it from the start to the end and if you mess up in the middle, you’re like, “I got to go back and do the whole thing. In the beginning, it was really good, and I got to do it again. And I’m going to screw up the beginning to get to the middle.” You don’t have to worry about that.
Shoot wide so when you do zoom in, it’s not like you went wide and then went where you cut your head off. So, just shoot wider. I’ve always done that even for photography. We’ve always shot wider. We crop later. As long as you have good lighting and all that stuff, you’re going to do it without it being grainy and all that stuff. Little trick for everyone out there listening for video. That’s a trick that we use all the time.
[00:51:24] Chris: I think the too long, didn’t read version of that is done is better than good, right? And you’ll refine it over time whether it’s YouTube, whether it’s writing emails. Everybody always asks us, Scott, like what do I send in an email? And my response to that is literally anything. Like it doesn’t have to be this nine-paragraph beautiful picture giant HTML email. You’re sending a paragraph like Scott you said earlier, “Hey, here’s this cool thing about raw honey,” and you’re done. That’s the email. “Hey, Bo the Bee who we’ve been talking about for the last two days did a really crazy thing that I’ve never seen a bee do it before. Go check out the video that we put up on YouTube.”
Same thing with a YouTube video or a Facebook post or anything like that. If you’re going to be the face of the brand, it’s a matter of doing it and the longer you do it, the more comfortable you’re going to be with it. And two years from now, you’re going to look back and it’s like, “That video was terrible.” It has 1.8 million views. I’m not sure why people are watching it. It’s got even with this podcast. You are probably a lot less comfortable behind the microphone
[00:52:22] Aaron: 100%.
[00:52:23] Chris: Than you are 400 episodes in. And so, it’s a matter of doing it. One other trick would be to have somebody there. So, don’t shoot in a vacuum if you can avoid it, if you’re not comfortable with it. Have your wife on the other side of the camera and have a conversation with her about, “Okay. What are the benefits of this?” And explain to me like I’m five and we’ll have that conversation. And then as a conversation, you’re not staring down the camera. You’re looking and it appears a little more natural and you’re going to forget that it’s there. And it’s just a conversation between people.
[00:52:56] Aaron: So, like, okay, so we’re looking at the videos on YouTube and 250,000 views, 1.8 million views, there’s a part of me that looks at that and says, “There’s no way I’ll ever get to that top of that list because they’ve already established themselves and everything.” So, I mean, that’s a false way of thinking?
[00:53:18] Scott: Yes. Yes, because you know what, you don’t need 1.8 million and just because you’re not the top of the list doesn’t mean people aren’t going to do your videos. It just means that like if you have one video and it gets 100 views, you got 100 people that have seen it. Let’s say you have 100 of those, now you’ve got more than 1,000 people that have viewed the video. It’s just multiple different videos. So, the more content you can put out there, the better chance that you have of one of them going but…
[00:53:46] Chris: One month ago, 16,000 views.
[00:53:48] Scott: Yeah. Would you be okay with 16,000 views?
[00:53:50] Aaron: Yes.
[00:53:50] Scott: Of course. Right? And that was done a month ago. Can you click on that? So, we’re going to click on this real quickly and I want to see how many subscribers they have. 524 likes on that video and 13 down are negative. How many do they have on their channel? 452,000. So, they have 452,000. How many videos do they have? So, what I’ll do is I’ll look at that channel and I’ll say, it’s Suzanna Home Remedies is the name of the channel. So, it’s just someone that’s decided to come up with these home remedies. Again, someone you might even want to reach out to and say, “Hey, can I do a post for you?”
[00:54:25] Chris: See what happens when you drink turmeric. See what happens when you drink horseradish. She’s knocking out all your individual ingredients for you and so this would be another person that I would reach out to with the finished product and say, “Look, like you’re talking about the benefits and all this stuff. We have it in a consumable format for people if you’re interested in that. Let me know and we’ll work something out.”
[00:54:41] Scott: Yeah. Yeah, I know. That’s totally…
[00:54:43] Chris: And I think for your brand, in general, there’s a lot of people in that space that would be willing to say, “This is our brand because we like Aaron.”
[00:54:48] Scott: And look at 3 minutes and 28 seconds, 4 minutes and 31 seconds. Three days ago, after reading this you will want to freeze all your whatever. So, 4,000 views because she has 400,000 people that are subscribed. Well, you’d say, “Look, I’m never going to get to 400,000.” Well, not right away but you can get to 10,000 and then 25,000. So, it’s just a slow process that over time once you get to that point then how easy is it going to be for you then to sell a product? It’s like easy and then how was your competition going to compete with you? They’re going to have to do exactly what you’re doing but you’re in it for the long game. You’re in it for the brand. You’re in it for all that stuff. So, like some of these videos that are doing well, I would model what they’re doing and see the format of the videos that they’re doing, and I would model what they’re doing. There’s nothing here you can’t do. So, Chris, I do want to wrap this up.
[00:55:49] Chris: We could go all day.
[00:55:50] Scott: I know we could. We probably will have Aaron back on and we’ll do an update and like I said because he’s willing to share his products and his brand, we can do that. So, is there any last things that you want to kind of discuss quick before we wrap up?
[00:56:05] Aaron: For all the listeners, if you get a chance to meet these guys in person, do it. Just do it. They’re awesome.
[00:56:10] Scott: Nice. Thanks, Aaron. I appreciate that. Yeah. We’re going to stay in touch indefinitely. I want to see what you’re doing, and I want to see what’s working and what’s not working because not everything is going to work. We know that, and you’re cool with that because it’s about the long game. But you’re off to a really good start and I think that you’re an action taker so you’re going to actually implement. And we’re going to get you on video, so we can actually get those things kind of created, the YouTube channel going and I would love to kind of guide you through that because I think that’s a huge component for you, I really do and that story. So, anything else you want to leave with, Chris?
[00:56:43] Chris: I think it starts where you are is one of the big things out of here like you know who the cold traffic is, and we can do a lot of stuff off Amazon. We started talking about what the issue is the coolest thing on Amazon. I think to kind of go back to that, it really is a targeting issue on Amazon. We have to treat Amazon the way it is. Amazon is a cold buyer market. So, let’s take a look at some of the traffic there. Let’s really distill it down and see maybe the opportunity on Amazon is not honey cider. Maybe it’s natural allergy remedies. Maybe it’s natural cold remedies. We need to go back and maybe redo some of the keyword research. I think the listing is great. I think your…
[00:57:19] Scott: Images are great.
[00:57:19] Chris: Your enhanced brand content is amazing. It is a little story heavy and a little less benefits-driven. I might play that around, but your story is amazing and if it’s somebody that’s in the market, that’s going to resonate. So, going back to the initial point of this conversation, I would play around with that and really dive into some of the PPC, pull out the stuff that’s not working and emphasize the stuff that is. There is some demand there and we can definitely scale that on Amazon, but I think the biggest win for you is going to be building the brand in general.
And if you can build the brand in general then you don’t care if they buy from you or they buy from Amazon. It’s going to naturally elevate sales both places. But if you start to build that brand, you can force the Amazon thing and that’s one of the reasons we talked about building less. In terms of everything else, you have a huge opportunity on the backend in health and wellness and just people were interested in honey in general on the beekeeping nerdy side of things. Like all three of those markets I think play really well for you and it’s a matter of nailing down what’s going to work and picking one of those and really scaling that using your YouTube channel or your Instagram channel, your email list and starting to really resonate with those customers and then you can point them anywhere you want.
[00:58:26] Scott: Yeah. And it’s almost like you can create your YouTube channel too as like the resource for using playlist and stuff. Once again, down the road we can get into that but like we haven’t touched on the beard stuff, right? The beard cream, your beard care, tattoo oils and you know what I mean? Like with all that stuff it’s a whole another market like a whole another…
[00:58:47] Chris: Right. We just talked for an hour-and-a-half on the honey cider side.
[00:58:48] Scott: On the honey cider side, the home remedy stuff, right? So, there’s all that stuff that we can dig into but, again, I think that you’re on to something really good and I think you’re aligned with the brand. You are real. You’re willing to share your story and I think that stuff can be game-changing. So, I’m excited for you and will definitely check in with you.
[00:59:06] Aaron: Thank you all so much.
[00:59:06] Scott: All right. Was this helpful?
[00:59:07] Aaron: Very helpful. Very, very helpful. Thank you very much.
[00:59:08] Scott: All right. Cool. And I apologize for everyone listening to this music we got going in the background but…
[00:59:13] Chris: I’m sad the cheering stopped.
[00:59:14] Scott: Yeah. The cheering was really good. They were cheering for Aaron.
[00:59:16] Chris: Was that helpful?
[00:59:19] Scott: All right. Cool. So, we’re going to check in with you probably in a month or so and we’ll see what you’re doing.
[00:59:24] Aaron: Awesome.
[00:59:24] Scott: All right, man? Cool.
[00:59:25] Aaron: That was good.
[00:59:28] Scott: All right. So, there you go. There is a live hot seat session that you guys got to listen in on. Hopefully, you guys are excited about growing your branch just by listening to that. There are so many different opportunities and a lot of different businesses that are either starting or maybe they’re already doing sales off of Amazon but now they’re going to bring it on Amazon or maybe they are going to now start taking their social game to the next level or maybe start building that email list or maybe start doing Facebook Lives.
Like, there’s a lot of potential in current businesses that they’re just not leveraging the platforms or the list building or just even how they’re targeting their customers. All right. So, hopefully, you can see us doing a deep dive here for Aaron. You can see how we’re discovering this and how we think and how we’re working through these different scenarios. So, hopefully, you got value from that. You probably want to go back and listen to that one again, maybe take some notes. The episode will have show notes. It will have also transcripts and you can check those out by visiting TheAmazingSeller.com/452.
Now, we do these live sessions in person usually once, maybe twice a year. We do what we call our TAS Breakthrough Live Events. We’re thinking about doing another one in 2018 and we’re not quite sure the date yet but if you’re interested, you can always register over at TheAmazingSeller.com/live. Get on the early notification list. We generally do these small. We keep them small, usually, 25 to 30 people, at the most would be 40 and then from there what we do is we generally do 10 to 15 hot seats. If you’re interested, like I said, get on that early notification list. We’re not even sure of the date as of right now as the time that I’m recording this, but they generally fill up and they fill up quick. So, definitely get on that list.
[01:01:13] Scott: All right. So, guys, that’s going to wrap up this episode. Hopefully, again, you got a ton of value. Hopefully, you’re excited about growing your brand or maybe helping someone else grow theirs and then be a partner in that or maybe just be a shareholder in that which I’ve got a lot of my students doing that right now. So, guys, that’s it. That’s going to wrap it up. 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 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.
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