Do you have your strategy for getting your product in front of as many people as possible locked down? Could you use some helpful tips to make sure you are going in the right direction? If so, you’ve come to the right place! On this episode of The Amazing Seller, you’ll hear from Scott as he gives an update on the 5 Minute Pitch, goes through his five-step process for ranking a product quickly, and much more. You don’t want to miss a minute of this helpful and engaging episode!
5 Minute Pitch Update.
Exciting news! Scott recently finished up filming of the “5 Minute Pitch” with Greg Mercer, Steve Chou, and Michael Jackness. From the sound of it, the whole process was an excellent experience for all involved, and they are even considering creating a second season. If you haven’t heard about this exciting side project, make sure to check out the link in the resources section below. To hear more about Scott’s time in San Deigo with the guys, listen to this episode of The Amazing Seller!
Find low competition products.
Before you pull the trigger and run with a product, it’s important to make sure you’ve validated it to the best of your abilities. Don’t give in to the impulse to just wing it! On this episode of The Amazing Seller, Scott explains what sellers like you need to look for as you prepare to move forward with a potential product. The depth of a product is a significant factor to explore. While you might be tempted to go for a product with more sales per day, Scott explains that the least competitive products are the ones you should focus on. To get the full breakdown, make sure to listen to this informative episode!
Optimize your listing.
One of the most important things that you have to do from the start is to optimize your product listing for keywords. This includes your title and your bullet points. If you are selling a garlic press, you need to make sure you have that keyword phrase in the title of your product listing. On this episode of The Amazing Seller, you’ll hear from Scott as he explains the importance of optimizing your product listing for keywords and how that effort will help you as you seek to rank for keywords on Amazon. If you want to make sure your product is in the best position to succeed, you don’t want to miss this critical episode!
Discount your product to drive sales!
Let’s face it; everyone wants to get a good deal when they go shopping, especially during this holiday season! What steps can you take as an ecommerce seller to make the most of this environment? Are you gun shy when it comes to offering deals on your product? Don’t be! Scott encourages sellers like you to press your advantage and drive sales by discounting your product. To hear how this strategy has worked out well for him and his business, make sure to listen to this exciting episode of The Amazing Seller!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [1:20] Scott gives an update about his recent trip to San Diego.
- [7:40] Step #1: Find low competition products.
- [13:00] Step #2: Optimize your listing.
- [16:30] Step #3: Chose five to ten keywords to target.
- [18:40] Step #4: Run PPC (Pay Per Click) targeting your keywords.
- [21:45] Step #5: Give discounts on your product to drive sales.
- [23:30] Scott recaps all five steps to get your product listing to rank fast.
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TRANSCRIPT TAS 596
TAS 596: How To Rank Amazon FBA Products Fast in 4th Quarter (5 Steps)
[00:00:02] Scott: Well, hey, hey, what’s up, everyone? Welcome back to another episode of The Amazing Seller Podcast. This is Episode #596 and today I’m going to be talking all about how to…
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…rank your products faster in Amazon in fourth quarter and if you are listening to this after fourth quarter, these principles, this process will still apply. It’s just I really wanted to get this out to you guys in fourth quarter because right now there is such an opportunity for anyone that has products selling on Amazon right now to leverage the traffic, to leverage the sale flow going through your listings and your products and your brand. It's so, so awesome to be able to capitalize on this so I really wanted to get this out to you guys. I have to say this is the first episode that I’ve recorded since being back from San Diego and it's been a little rough go here.
I'm trying to get back in the flow and for some reason, I started and then, I don't know, I just felt like my words weren’t making sense. Have you ever had that? Had you ever talked to people and you’re like, “Man, it just feels like I'm not making any sense,” or I'm rambling or my tongue is getting tied. That's kind of how I feel today, but I’m going to power through because I want to get this out to you guys but I just got back from San Diego and we met, I say we, it was myself, Steve Chu, Greg Mercer. It was Mike Jackness and we had some guest judges there as well. We had a full film crew and we recorded a five-minute pitch, our first season, and we narrowed it down from 34 contestants down to four contestants in the finals and, man oh man, I can't wait for you guys to hear and to watch this season, this first season, and if all goes well, maybe we'll have a season two which I'm really hoping that we do. A lot of fun. It was actually a lot of hard work.
[00:01:58] Scott: I was sitting in a chair for over eight hours crossing my leg left to right to try to get to stay comfortable and I got up and I was joking to those guys, I’m like, “Man, it's not that I'm older, but I just feel like sitting in that position for such a long period of time it’s really hard on your hips,” and Mike was complaining about his tailbone and Greg, you know, he's pretty limber so he was actually I caught him on Facebook doing some push-ups. So, we almost had a push-up contest, but that didn't happen. Maybe when we meet in person again at Sellers Summit when we pick the winner here but, yeah, had a blast and I can’t wait for you guys to follow along in watching 5 Minute Pitch. So, if you haven't signed up to be notified, 5MinutePitch.com, go there, check it out all the details and then also we recorded a couple of episodes actually out on my balcony in San Diego before we went out to dinner and we recorded a couple of episodes and really, really good stuff because we were kind of reflecting on all the contestants but then we also recorded an episode of what we would do if we were starting over today.
And it's funny because all of us had a little bit of a different twist on what we would do and to me, it’s nothing right or wrong. It's just different approaches. Greg had a completely different way that he would go about starting over again and myself again a little bit different. Mike and I were pretty similar. Steve Chu was a little bit, actually, a lot different from what he was saying because he had other people that he had learned from as well like we’re all learning. That's the cool thing about just being in business and just connecting with other people. It's really continuing to learn and I think that's what I've learned from being around other successful people is they’re always learning. They’d never really reach that thing. They don’t ever believe that they will. It's like, yes, you're going to reach these milestones but it doesn't mean that you have to make it to the top. It's like you're having a good time growing and learning and Tony Robbins says it all the time, “If you’re not growing, you’re dying,” and I believe that.
[00:04:04] Scott: I don't really think there's that thing that you’re ever going to just be like, “All right. I’m here. I made it,” and your hands are up and you’re on top of the mountain. I don't believe that we would ever be fully satisfied. Yeah, it feels good for a minute and then you're like, “Okay. Now, what?” and it’s funny. It's like when I’m hanging around with those guys and just other successful people, that's what I really hear a lot is like, “Okay. What's next?” So, anyway it's going to be great. You guys are going to enjoy that season. Can’t wait for you guys to follow along and look out for those episodes. I’m going to be airing those fairly soon, so stay tuned for that. You'll hear some behind-the-scenes stuff, us out on a balcony in San Diego. As long as the recordings came, I haven’t even listened to the recordings back. I'm pretty sure they did though.
[00:04:48] Scott: All right. So, like I said, today we’re going to be talking about how to rank your products faster on Amazon in fourth quarter or any time of the year actually. I just kind of did this because I wanted to be able to share with you right now in the heart of it like in fourth-quarter madness. Let's capitalize on this. Now, let me also mention, I have been letting you guys know through email, on Facebook, I've done a few little less snippets here on the podcast, if you guys are interested in joining me inside of TAS Breakthrough U, it's my monthly training. It’s where all of my paid trainings now are being held. They’re all there and you guys get access for one low monthly fee. It's super inexpensive. You don't have to pay thousands of dollars. You’re going to get all of my training and here's a little secret I’m going to let you guys in on.
We’re working on some new training that's going to be all around building a list, marketing to that list, how to get attention, how to build some traffic outside of Amazon, how to build out these other assets. That's coming in January. But, oh, wait a minute, did I say that out loud? I did. Sorry. Now you guys kind of know. I'll give you guys more details soon, but there's some more cool stuff coming that we have planned and it's going to help you build your brand on and off of Amazon so I’m really excited about that. So, if you're interested in joining me inside of TAS Breakthrough U, head on over to TheAmazingSeller.com/Training. It's very simple. You go there, you can see exactly what I'm offering, and I’m actually going to get on a call twice a month with everyone inside of TAS Breakthrough U. You can ask all of your questions. I'll answer them there, myself and Chris Schaffer, also Joel Bower who’s also on my team. He will be popping in every now and then as well.
[00:06:47] Scott: We really want to make sure that we’re able to help each and every one no matter where you are in this process, whether you're picking your first product, whether you’re expanding your product line in your current brand, whether you're trying to figure out how to build your outside channel or your traffic coming over to a blog so you can then capitalize on that traffic. Like, there's so much stuff that we’re doing inside of there no matter where you are, we are going to be able to take care of you inside of TAS Breakthrough U. So, once again, TheAmazingSeller.com/Training, go on over there and get all the details. All right. Cool. Let's go ahead and jump in. I’m going to jump right in. There’s five things. There's five things and I want you if you're maybe home and you can write this stuff down. If not, just go to the show notes which will be Episode 596. But here's the deal, okay, number one, and this is probably one of the most important parts of this process, okay, the very, very important part of this process and if I had you guys in like a room and I could take a show of hands, I would ask you guys or I would ask you guys to kind of blurt it out, what do you think is the most important thing in ranking like what's the most important factor?
And some people would say, “Well, it's getting a lot of sales,” and that's partially true but to make it even easier and almost like a no-brainer in the process is finding low competition products. I can't tell you how many times I've heard people say, “Scott, I'm struggling to rank my products,” and I’m like, “Okay. How many sales are your competitors making?” and they’re like, “It's a great product. They’re making like 50, sometimes 100 sales per day,” and I'm like, “Well, that is pretty cool for them. Because here's the deal, you’ve got to match those numbers if you want to rank.” Okay. So, let me say that one more time. You need to match your competition’s numbers if you want to rank.
[00:08:45] Scott: That's just one part of the equation, by the way, because they probably have those other things embedded inside of their listing and maybe their pay-per-click and maybe they’re doing some outside reach like there's a lot of other things that go into it. But if you start off like that, then you better be prepared to spend a lot of money in the beginning to push sales. That is going to be your only job is to order a whole bunch of units and then sell a whole bunch of units at a discount so you can potentially rank. But if you make it, guess what, then you'll be getting 100 sales per day, let's say. Great. Yay. But then guess what? You’re going to have a whole bunch of more, see, I can’t talk. I told you that. You’re going to have a whole bunch more competition because that's a target. They’re like, “I want 100 sales a day.” “No, I want 100 sales a day.” “No, I want 100 sales a day.” A better approach is find products that have lower sales like 10 to 20 sales per day.
Then you can rank easier because you have less competition and because in order to get ranked, you only really need to sell 10 or 20 per day. It’s a lot easier to manage. So, finding low competition products is key. Now, some of you know I have a training that's called Product Discovery Bootcamp. This is exactly what we do but we actually take it one step further back and we go, “What is the market that we’re targeting?” then let's find low competition products in that market. And that's what we do, we look at low competition products, and we try to find three to five products right out of the gate that we can use this launch strategy on. Because once we start getting one product to sell 10 or 20 a day, then it’s going to be easier to get the next one because then we can cross-promote because they’re linked together in a sense. So, we want to find low competition products, 10 sales per day up to 20 or 30 I would go, but usually, I like to start with 10-ish.
[00:10:48] Scott: And then the other factor here is the competition is based off of reviews. So, I'm not looking at, “Oh, I've got to get maybe, I don't know, 150 reviews in order to compete and then I'm going to be able to rank.” That's not the ranking factor. The ranking factor is if I'm competing against someone that has 150 or 200 reviews then I have to have some reviews that are kind of close for the most part because people are comparing a lot when they're looking for a product as far as reviews go. But all that the reviews do is they help me convert to a sale better and that way there, once I get the sale then it triggers to Amazon's algorithm that I'm actually making sales. So, that's part of the algorithm. That's one of the main pieces of the algorithm. Yes, there’s some other things that go into it but that right there, we need the sales to get on the radar, period.
So, if you're just starting to look for a product or you're going to expand your product line, I want you to think about that because your launch strategy will depend on how many sales and how many reviews that they have. I like to go after products that might only have 50 reviews or 100 reviews because a lot of times, I can get sales and here's another little tip for you. If you launch your product and you turn on pay-per-click and you had zero reviews and you start getting a couple of sales, really good sign. That means that your market is not looking at the reviews as a factor to buy the product. As you get more reviews, will that help you convert higher? Yes, but a good test is to run some pay-per-click and have no reviews and see if you get a few sales. And I’ve seen that done dozens of times, okay, where that actually works. It’s actually worked for us in the new brand, works really well because we go after products that don't have hundreds upon hundreds of reviews. Okay. So, number one, big one, find low competition products, 10 sales, 20 sales max. If you wanted to go up to 30, you can but, again, you're starting to get into that really attractive level where people are going to want to have that product themselves.
[00:12:52] Scott: So, 10 sales per day is really what we shoot for and then low reviews under 200, I like 100 or less. Okay. Number two, we need to optimize the listing. Now, what does this mean? A lot of you know what it means. Well, I want to look at your listing and I want you to kind of go through that criteria. Do you have great pictures that if someone was to scan, they would go, “Wow,” like, “That’s great?” Like, it shows your item. Now, again, if you guys are violating terms of service and you're putting in like a border or you're putting on a different background, you can't do that. They’re actually cutting or they’re slapping listings right now. Like I said, guys, I cannot talk today so I’m going to try to power through this, but Amazon is really cracking down, that's the word I was looking for, cracking down on these images that they’re violating the terms of service. So, you don't want that.
You just want a beautiful picture of your item, maybe your packaging done really well that draws the eye in like that's it. That's all you want, but you want, maybe if you can position it differently like maybe you have three different fishing lures. Well, in those fishing lures, maybe you just position them a little bit differently and take close-ups of those. Maybe that's what it is. You can be creative with it, but you can't add any of the other artwork that would go with it to try to draw the eye but pictures are very, very, very important. So, pictures do not cut corners on them. Your title is really important as well because, again, we’re telling Amazon and the buyer what we have for sale. We have a, let's see, we have a bass fishing lure and then you can do a dash and then you can do weedless and then you can do another one that says great for ponds or something like that. Like, you can add that stuff in.
[00:14:45] Scott: Now, will they in the future hurt us on that stuff or will that stuff hurt us? It might, but the one thing we know is you could put in there, you know, crank, bait, bass fishing lure. We know we can put that in there but when you start adding the other things like kind of what it's used for, that's kind of teetering but right now I don't see any issues with it, but it could be in the future but you want the title to say exactly what it is and what it's for. Okay. Your bullets, again, you want that to talk about the benefits and the features and you wanted to have the keywords in there that you're going after. Now, I'm not saying stuff in keywords. I’m saying describe what your product does, what are the benefits, what are the features, right? If it's a bass fishing lure that is for not getting hung up in the weeds then you probably want to say this is designed to specifically not get caught up in the weeds when you're fishing for bass like that's what you want and weeds is going to pick up, weedless will pick up, like all of these different keywords and stuff that you're putting in there will really apply to your listing overall, so your bullets.
Your description, just be a little bit more descriptive about it, right, just talk more about all the ins and outs and everything that you can describe your products and the use put in the description. Your backend keywords, again, they've changed this and then they changed it again and so, right now I just say no matter what you do, be relevant. Just be relevant only putting keywords that you know if someone searches and they find your product, they will potentially want to buy it. I can't stress that enough. You want to be precise and very, very targeted on the keywords because we want that conversion to be high. That also helps us rank when we have higher conversions. Number three, choosing five to ten keywords to target and what I mean by this is not the simple ones like garlic press or bass lure. Yes, of course, we want those in there. I want to go after long-tail keywords.
[00:16:43] Scott: Now, I did a full episode on this and a YouTube video on this showing exactly how I found profitable keywords using this exact match strategy to case study plus the results. You can find that at Episode 590, TheAmazingSeller.com/590. Also, I'll include the video there on that post as well but that there to me, that's low hanging fruit. Even if it's only getting 500 searches per month and I was using, for that example, I use the Keyword Scout which is actually built into Jungle Scout now which if you want to get a discount on that tool, if you have not purchased that tool yet, definitely check it out. You can go through my affiliate link. You can buy me a cup of coffee. Yes, I will get paid a commission on that. That is TheAmazingSeller.com/JS and the web app is what has that keyword tool built into it. Now, it gives us actual numbers that are being pulled from Amazon which is pretty awesome. It gives us exact search volume and the broad search.
So, pretty cool. It gives you some other factors there too like how many units you would have to sell in order to rank like those cool things. Again, that's TheAmazingSeller.com/JS. I know a lot of you have reached out to me and said, “Scott, I bought you a cup of coffee.” I appreciate it. You guys know I love coffee. I’m actually staring at a half-empty mug right now. So, thank you for that. I appreciate that but it’s a great tool and a great company. All right. So, that's that. Find those five to ten keywords, those long-tail keywords like I said, for example, would be like bass fishing lure for weedless fishing or weedless fishing lure for bass. That would be a long-tail, something like that. All right. Moving on.
[00:18:39] Scott: Number four, you want to run pay-per-click sponsored product ads targeting your keywords and, in this case, the long-tail keywords to me are a must. They are a must. If you are targeting these keywords and you’re starting to get clicks and sales through these keywords, guess what happens? You start to rank for those keywords. Some people they contact me, they go, “Scott, can I still use that super URL thing where I actually like go into a search, and then I copy that link after I find the product and I use that super URL, can I still do that?” And the answer is no, I don't think you can. I mean, you can but it's not really going to work in my eyes and I don't believe that Amazon wants you to do that. So, again, you're playing a little bit with that gray area. Be careful. That’s all I have to say but here's the deal. Guess what you're doing when you're running these long-tail keywords? You're running them in a campaign and someone clicks on it and then they buy your product. Guess what happens?
It's actually like a super URL used to be because it's telling Amazon I clicked on this long-tail keyword or any keyword for that matter, and it resulted in a sale. We should probably rank this product for that keyword. Think about that. Long-tail keyword, you punch that in, they go ahead they find your listing, they go ahead and they click on it, they read your stuff, they are sold that they want to buy it, they buy it. Boom. Trigger. It triggered to Amazon and their algorithm that they searched for that keyword, they found your listing, they purchased it, bingo, rank them. All right. So, we want to get a whole bunch of those. We want to get a whole bunch of those sales. Now, one little tip. If you are launching a brand-new product or if you are maybe relaunching because you ran out of inventory, here's something that we do. We lower the price. So, if you're selling for $24.95, maybe go at $19.95. Okay. Or maybe go for $17.95.
[00:20:44] Scott: You need to really lower that price a little bit so this way here you get more people that maybe would’ve bought but really are going to buy because it’s such a great deal, you can spike the sales really quickly, then you can get ranked really quickly. Okay. That's what we want to do. Then you can slowly inch up that price. We just recently did this. We got our stock back in, slow sales, we’re back at like maybe two or three sales per day. And on this one product, we were at 10 or 15 and we went ahead and lowered the price and, bam, up went the sales back to where we were. Okay. So, that's what we want to do there. We want to lower the price just a little bit. I'm not saying you got to go in there and say, “Well, I normally sell it for $24.95. I’m going to sell it for $2.” No, I’m not saying that all. What I’m saying is if you normally sell $24.95, try it at $19.95. Just try it and see what happens, and then you can always kind of inch it up or just bring it right back. Maybe only do it for two or three days but that's what I would do and that's what we do, do when we’re running pay-per-click in the beginning or we’re doing a relaunch because we lower that price.
Now number five is we want to give discounts on the product. So, once again by giving discounts on your product, it's going to get you more sales. Everyone wants a deal. Everyone wants to get something a little bit less. We all do. So, do it with influencers, do it with your own list. If you have your own email list, now is the time. In fourth quarter, now is the time to start running these deals. A lot of you think, “Well, Scott, Black Friday, what do I do after Black Friday?” You run more deals. It might not be as good of a deal but it’s still a deal. Why not? Like, we’re going to do like 10 days to Christmas sale. We’re going to do an email a day and then that will spike sales. You're going to get people that just didn't want to buy that day or maybe they weren’t looking for that thing that day and someone told them that they should get that thing for a gift and now they're searching for it. There’s a bunch of different reasons of why they might not have bought already. So, you have to continually get that message out in front of them and get those deals out in front of those people, especially when we’re in fourth quarter, okay, but any time of the year this stuff still works.
[00:22:45] Scott: So, give discounts on your product, 20% up to 50%. I wouldn’t do any more than 50% unless you’re just trying to liquidate product and maybe you would do that. Again, here’s another little thing. If you are looking to liquidate products, yeah, fourth quarter would be a great time to do it. Why? Tons of traffic. You’re going to get a whole bunch more sales just from lowering that price and just trying to liquidate that product. So, that's another great way to kind of get your inventory liquidated. So, let's recap here really quickly and this to me is a future-proof way of launching products, relaunching products, and to really start getting some sales velocity, but also start ranking for miscellaneous keywords. Here's the other thing, like I did this and now I kind of explained it in that one training session that I did on the podcast, Episode 590, and that was how to find profit keywords using exact match strategy. That's what I did, right? And here's the thing.
As you’re finding these little golden nuggets, they might only get you an extra sale, an extra two sales, something like that. I think we did over for over a 30-day period with 14 keywords. We got about 30 additional sales from that and those sales were profitable. They weren’t even like breakeven. They were profitable. So, an extra sale a day, but what we need to do is we need to keep widening the net. We need to keep putting out more long-tail because here's what happens. As you continue to grow and get more sales, you're starting to get on the radar and you're starting to cast a wider net. So, now instead of just being so narrow, you’ve got a wider net so you can start to have all these miscellaneous keywords and then over time, you're going to be able to, like I said, be found for all these random miscellaneous keywords and then you can have steady sales versus just focusing on those main keywords so hopefully that makes sense. All right. Let's do that recap that I was talking about. Number one, you want to find low competition products this way here it's easier for us to rank. That's like rule number one.
[00:24:50] Scott: Number one is find low competition products, 10 sales per day up to 20, and then low reviews. Number two, optimize our listings and we want to do this with good pictures, we want to have a good strong title, we want bullets, we want description, and we want to also include in the backend keyword area we want to put in there some of our long-tail but also just some of our random keywords that we want to eventually rank for. And again, number three is similar to finding your keywords is the long-tail. We want to go after those long-tail. All right. Choose five to ten keywords and I would use the process that I went through in Episode 590 and also in the YouTube video that I did. Again, I’ll embed that in Episode 590 and in the show notes to this one, but I would follow that and I’d go and I find five to ten keywords in your market that you can go after that are a direct search for your product and I show you how to do that in there and it’s so, so powerful to be able to do that.
And again, I used Jungle Scout, the web app for that, and you can find that there's a discount like I said over at TheAmazingSeller.com/JS. Number four is run pay-per-click, targeting those keywords. And again, in that one case study that I share with you in Episode 590, I actually go after the exact match so this way here it's kind of like a super URL in a sense. When someone searches for that specific long-tail, they find my listing, they buy my stuff, and then that turns into really good ranking power or ranking juice in this case. And again, that little tip, lower the price during the launch really does help increase sales as well. All right. And number five is give discounts on the product during your launch or relaunch or if you're seeing that sales are starting to slow down then what you want to do is maybe just lower the price a little bit, not a ton, just a little bit until you start to see the sales start picking up again and then from there, you can start to inch your price back up.
[00:26:48] Scott: Now, like I said, to me, this process will work now, it’ll work in fourth quarter, it’ll work in first quarter. It’s future-proof in my eyes. I really truly believe that because it makes sense like we’re finding low competition products that have a good steady flow of sales, but nothing crazy, not where you have a ton of competition and then low reviews and then this way here we can go out there and we can just get some sales going through our listing, optimize really well, and go out there and get ranked for some of these long-tails, and then go on to the next. So, I really do believe that this will be working now, but also in the future. So, guys, here's what I want you to do. Head over to the show notes, TheAmazingSeller.com/596. I’m going to link up everything that I discussed there and all of the resources, all of the links. I’ll also include a link over to TAS Breakthrough U. If you want to come join me inside of our monthly training and all of our other trainings that are already created are in there as well and then monthly calls you can get on with myself, Chris Schaffer, and the rest of my team.
[00:27:55] Scott: All right. So, that's going to wrap up this episode, The Amazing Seller.com/596. Go out there and get ranked. Go out there, find those long-tail keywords, and get ranked, take advantage of this traffic in the fourth quarter and also all throughout the year. All right, guys. So, that’s it. That's going to wrap it up. As always, remember, I’m here for you, I believe in you, and I am rooting for you, but you have to, you have to, come on, say it with me, say it loud, say it proud, take action! Have an awesome amazing day! And I’ll see you right back here on the next episode.
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