TAS 236 – How to Create Custom Packaging to Increase Value for Your Products (Real Example)

Once you get started doing private label sales on Amazon and other platforms you need to understand the importance of how you present your products and brand to those who are considering a purchase from you. That means packaging is a big deal. On this episode Scott is taking a look at the packaging of a product he recently bought because he thought it was done very, very well. He wants you to learn from some of the smart things the company did to increase his perception of their company and the product he purchased. It’s all on this episode.

Perceived value is one of the most important reasons to create custom packaging.

Scott recently purchased a lens for his iPhone to make his photos and videos pop a bit more. When he received it he was blown away by the packaging and all the little “extras” the company included with his order. On this episode of the Amazing Seller you’re going to hear about Scott’s experience and get some great ideas for how you can increase the perception people have of the products you are selling with some simple little tricks and added value. It’s a great, thought provoking episode so don’t miss it.

Does your product need some kind of “Help” materials included?l

Depending on what type of private label product you are selling you may want to consider adding some helpful materials like a “Getting Started” guide or insert card that leads the purchaser to a page on your website that demonstrates the product in use. Why would you want to do that? Because you want your customers to have the impression that you are a real business (and you are, aren’t you?). You’re erasing any doubt or skepticism they may have had with every little value add you can provide. A help resource is a great way you can do that.

Grab that email address with custom packaging.

When you think about creating custom packaging for your private label products you may only be thinking of logos, colors, shape, etc. But did you ever consider that you can place some kind of call to action on the packaging that drives people to your website? That’s a great way to encourage opt-ins to your email list so you can communicate directly to your customers. You don’t want to draw them away from Amazon for the purchase of your product, but you can offer them something more such as product registration, help guides, etc. That enables you to get them on your site where they can be asked for an email address. You can hear Scott’s thoughts on this great idea on this episode.

Getting into the private label world? You need this free workshop.

If you are interested in selling products online it’s always better if you don’t have to reinvent the wheel. Thankfully, you don’t have to. Scott Voelker has put together a free private label workshop that he runs now and again and you are invited to register. You’ll not only hear the 5 phases of getting a product for sale on Amazon, you’ll also get to be part of the Q&A session at the end of the workshop. It’s all done live via video so you can attend no matter where you are in the world. On this episode you can get the details of how you can sign up to be a part of that event. And don’t forget, it’s free.

OUTLINE OF THIS EPISODE OF THE AMAZING SELLER

  • [0:03] Scott’s introduction to this episode of the podcast!
  • [3:30] Why you might hear some odd sounds in this episode.
  • [4:29] Why the packaging to Scott’s recent purchase mattered to him.
  • [6:32] Right out of the box, don’t worry about custom packaging.
  • [9:45] Did you consider you could print things on the packaging?
  • [11:50] Basic packaging options available.
  • [15:28] Examples from a product Scott purchased.
  • [24:13] The importance of a call to action on insert cards.
  • [30:42] How to determine what content to place on your cards.
  • [22:08] What’s the best source for your packaging?
  • [34:44] Why you have to order a larger quantity for custom packaging.
  • [36:15] The power of bundling things together and the extras received.

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TRANSCRIPT TAS 236

TAS 236 – How to Create Custom Packaging to Increase Value for Your Products (Real Example)

[INTRODUCTION]

[00:00:03] Scott: Hey, hey, what’s up everyone? Welcome back to another episode of The Amazing Seller Podcast, this is episode number 236. Today we’re going to be talking about how to create custom packaging to increase value of your products and I’m going to…

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…give you a real example. I recently did a Periscope, I did a Facebook Live, I did a couple of different versions of what I’m going to share with you here today on the podcast because after I did it a lot of people wanted to know more and also wanted me to break it down a little bit even further than I did on Periscope or on Facebook Live.

What I really did is I broke down a product that I received in the mail and I thought was really, really great packaging and in such a small package. People think of this packaging thing is like you have to have this big box and you have to have all of this material. This package was really small and they packed a ton of inserts, of information and they made it feel really, really professional. What I did was I tore it all apart, live on Periscope and I shared everything as I was unboxing it and I thought it’d make a really great podcast episode as well.

Plus I’m going to link up in the show notes where you can watch that video that I did on Periscope and you can see the actual product that I’m referring to. I’m really going to be trying to make it visual for you today because I know you are listening, because you’re listening to the podcast but you’ll definitely want to check out the Periscope that I did. I’m going to post that in the show notes. The show notes to this episode will be at theamazingseller.com/236 and I will link everything up there. Also I’ll remind you again that you can download the show notes to this episode, the transcripts, you have those as well and any links that I refer to will be also in the show notes.

[00:02:00] Scott: Again, I just want to go back to being able to have the opportunity to connect with everyone on Periscope or Facebook Live, I’ve been playing around with that a little bit more. It’s really awesome because I get that live interaction which you can’t really do on a podcast but with a podcast it’s like you can do it at your own leisure and that’s what makes it really cool. I’m trying to really go out there and connect, whether you are on Periscope, on SnapChat or Facebook Live. I’m trying to be able to connect with all of you in different ways because I know that sometimes you can’t listen to the podcast or whatever.

If you guys want to follow me on any of those other platforms, I’ll give you the links to those, they’ll be on the show notes as well. Periscope is just @scottvoelker and then SnapChat, that one there is more just random stuff, just to be upfront with you guys. I’ll show some stuff as I’m discovering it or maybe it was the morning at the gym or maybe it was something cool I was doing with my kids but that’s SnapChat  and that’s @scottvoelker1. Facebook Live, that will be on the Facebook fan page or the Facebook group for the Amazing Seller, just search for that you’ll find that, theamazingseller.com/fb.

With all of that stuff I just threw out there at you let’s dig in a little bit. You’re going to hear some noise maybe. You might hear a little bit of clanking and that’s just me holding the packaging and these insert cards and they’re very small by the way. These insert cards that I’m holding are about, and I don’t have my tape measure here, they’re probably about an inch and a quarter, inch and a half height wise, they’re horizontal card and then probably width wise is about two and a half to three inches, very small. The actual product that I was, that I actually purchased for my own use is…

[00:04:01] Scott: They call it an olliclip or Olloclip, I’m sorry, Olloclip, I think that’s how you pronounce it. It’s literally a lens, a wide angle lens and I think there’s also another style or maybe a macro, that goes on your iPhone because again I wanted a little bit more of a wide angle. It’s more expensive lens, it’s not one that you just go on there and find for like 20 bucks, I think it was 79 bucks. With that they have more money for the product that they can also put into some packaging.

The first thing that I noticed when I received that item is the packaging was really, really good. It made me say to myself, “You know what, even though I paid 79 bucks for this, I feel like it’s just better quality.” Before I even opened it up I felt the quality of it, I felt the plastic material and this is also something that I learned and I learned it from my good friend Dom Sugar, it’s called a blister pack. It’s basically where you have a piece of plastic that’s sandwiched together and it’s sealed, you’ve seen these, I know you have and then you either cut it open on the edges with scissors and then you can break it open and everything is like molded to that product. That’s what they call a blister pack or packaging.

I learned that from Dom so I’m broadening my skills here on packaging. I also just wanted to go over some of the things, some of the key benefits for having retail ready packaging. What I mean by retail ready is if you found something in Costco or Walmart or Target or any of those, you have to have packaging in order to go on the shelf, you can’t just have a poly bag and just slap it up there like the bait and tackle shop that you might see that they can do that in there. It’s got to have that retail ready packaging.

Now, why would you want retail ready if you’re not selling in retail? One of the biggest reasons why you would is because of perceived value. It’s going to look more professional, it’s going to look like they pulled it off the shelf and they sent it to you.

[00:06:04] Scott: It’s going to give you that perceived value. It’s going to give you that just a more professional feel. Now, let me just again do a little time out here. You guys that follow me you guys know that I do the time out thing. The time out thing means like, “All right let’s time out for a second,” and I’m putting out my hands. You guys can’t see me but I’m like, “Time out for a second.”

I want to say this because I think a lot of people that listen or maybe just listen to this episode, maybe they just found the podcast, you might be saying to yourself, “You know what Scott? I don’t want to go into that custom packaging yet.” You know what, I’m going to tell you, you’re right, you don’t have to do that right out of the box. When you first start, it’s getting the product to market as quick as possible so you can test and validate the market.

Does that mean that everyone that purchases your product that receives it in a poly bag is going to care? No, it does not mean that at all. You might do fine selling it in a poly bag. A poly bag is just basically a word that we describe, just a plastic bag that is sealed. There’s different forms, there’s ones that are more like a ziploc bag, there’s some that are more of a shinier kind of a thinner material that you would have for that bag so there’s different types for those as well.

If you’re just starting and you want to use a poly bag, my bit of advice that I’ve always given is just invest in at least, at least invest in a post card that goes inside there, we wouldn’t call it a post card, it’s an insert card, it’s be heavier card stock and in that heavier card stock you can have a custom made graphic or design that makes that packaging look better, makes it look more professional rather than just getting your thing. If I got this same thing, if I got this exact same product and it came in a poly bag when none of this other material that I’m going to share with you in a second, if I didn’t get any of that I would have said, “It’s kind of junky.” Why would they send this 79 dollar thing in a poly bag? That wouldn’t be good.

[00:08:05] Scott: You have to go a little bit further especially depending on the type of product that you’re selling. If I’m selling a replacement thing, for let’s say like a felt thing that went under a certain, I don’t even know, a coaster or something. Let’s say that it was just something, a stick on felt thing that was for the bottom of something so it didn’t scratch. If I was selling those, I don’t necessarily think that I would have to get them in a package although I’ve seen them in Home Depot in those and they do come in a package and they look pretty nice.

If I was to purchase it and I got a felt pad and it was just in a poly gab with maybe a custom insert, I’d be okay with that, I wouldn’t think that this is just junky stuff, I would just think that’s how it comes, okay, no big deal but depending on the product that will depend on the type of packaging that you want to put on it. I have another one that I’m going to do here on the packaging, I’m going to share and maybe another episode and maybe another Periscope session or Facebook Live is I did purchase a garlic press and then this garlic press, oh my gosh, this garlic press came through with such great packaging, great insert material, it made me feel like that garlic press could have sold for $40 or $50. It was premium, it was premiere. It was just beautiful.

I’m going to share that with you. I’m not going to share it with you on this episode because I want to really just focus on what I covered when I went through this unboxing. Really, this here, again, doesn’t mean you have to do this straight out of the box, you do not have to do that so just to get that out of the way. Time back in, we’re going to go back in.

Let’s just talk about those three key benefits for having retail ready nice professional packaging. Number one, perceive value, it’s going to look more professional. The second key benefit is that you can have some help material printed on the inserts or the actual material that is like inside of the packaging that’s custom fit to that packaging.

[00:10:10] Scott: You can have a quick start guide. Any product that can lend itself to having a quick start guide you should have that because so many people won’t read the little booklet you might put in there or they won’t go to the website to see how it is. They need to see quick start, step one this, step two this and step three this, boom, boom, boom, give them the different steps they need to use to get started like now.

That can be something you can put on the insert card even if it’s just on the backside of an insert card. Then the third key benefit is having the insert material give more value and drive them to a landing page or a place where they can have that information or do what this company did which I’m going to share with you in a second. It was really how to create almost a culture or almost a community that’s actually helping to sell your product.

At the least is to have that insert material drive people to a landing page or, we call it a landing page, squeeze page, whatever you want, a place for them to enter their email address so they can then get their product registered so they can qualify for the warrantee or maybe become a VIP or maybe get additional coupons, whatever it is. A way for them to give you their email address. That would be in the insert material, that’s the other key benefit.

Those three benefits again, real quick; perceive value, allow them to have help material, a quick start guide and then insert materials that drive them back to your website to either get their email address or just have them consume the information to make their experience better. Now, the packaging options that are out there right now, and there’s a bunch but let’s just talk about the basic and the obvious that we’ve all probably seen. We have a general box.

[00:12:00] Scott: It could be a small box, it could be a big box but you want that box to represent your brand. Again, if we’re just starting out brand new, a lot of times your supplier, your manufacturer will have some options for you for packaging. I get a lot of people that say, “Scott, should I have my sample created with my packaging so I can see what my logo and stuff is going to look like on there?” You can do that, the only thing is it’s going to slow down production. It’s also going to cost you more because they’re going to have to do a special run for just that one thing.

What I would say to do is have them give you that exact same box or a similar one with one of their other customers that use their services so this way you can see what their quality looks like. That would be an easy way to do it and I’ve done that and it works just fine. Again, you can take what they already have so you’re not customizing anything really other than the art work that goes on it. you can use their standard boxes, they have clam shells, they have a blister pack which we just talked about which is like if you imagine where it’s sealed around the edge in the plastic, in the hard plastic and then you cut it open and then you can get that open. Batteries, you see, have like a blister pack or sometimes they’ll have it where they have the cardboard back and then the front is the plastic, that’s another way.

The other thing they have and I’ve seen this is a heavy duty printed bag so it’s like a plastic bag but it’s like heavier quality and they have the print on it. A perfect example is like sunflower seeds that comes in a printed bag but it’s all part of the packaging inside of there, which… I should say this. Sunflower seeds, I love them, my favorite is really probably like, it would probably be ranch would probably be my favorite. I like the originals too. They’ve got some pretty cool packaging as far as like right on the back too and they get you to go over to their website and tell a story about your experience with seeds or maybe they’re having a contest about what types of seeds you have tried that you like and if you just submit that you can enter to win this or whatever.

[00:14:08] Scott: They always have these fun things or they have lessons on how to choose seeds properly. These fun things that they can create around that simple packaging. Again, we’ve got, like I said, boxes we can use, blister packs we can use, heavy duty printed bags, there’s all different variations that we can use but again I would go back to my supplier and ask them because people will say, “Okay Scott, where do I get this packaging? Where do I find this stuff?” You go right to your supplier and say, “What do you offer for packaging?”

They’re going to say that they’re going to offer this, this and this and then they can customize that but what they’re really doing is they’re going next door to the print factory next door to them because that’s usually how it works. That’s what I’ve been told. Then they have all of their different options. They’ll customize a box for you, they’ll make a box a special size. Yes it’s going to probably cost you a little bit more upfront and just to warn you, they will probably have a minimum of at least a thousand, sometimes two thousand.

Here’s what I’ve also done and other people have done as well, is what they’ll do is they’ll print that run of a thousand or two thousand even if they’re only going to purchase five hundred units right now. That company will then put them on the shelf and on your next order that’s when they’ll use them. They’ll just keep replenishing them and then they’ll have to go back and re-order when the time comes. That’s the way that that works. Let’s look at the packaging again, that I looked at here. I’m just going to try to let you guys see it visually without seeing it if that makes sense.

Again, you’re going to hear a little bit of this and I apologize but I’m looking at the actual material right here that I did the same thing in the Periscope so you’re going to want to check that out. Again, it’s called Olloclip and they do some really, really clever stuff here so pay attention. Inside of this, they had this little piece of paper and it’s cardboard, it’s like a cardstock. What it did is they actually folded it up into a square.

[00:16:00] Scott: That square now if you can imagine is about one inch by one inch as far as what they can fit inside of that. It’s the exact size that you can fit that lens. Now, as you open it up, that square unfolds so it’s like a card and in that card it has a quick start guide. Like I said, so, “How to clip. Your Olloclip is very easy to use, watch our video at olloclip.com/help.” You might want to go check that out, not right now but later. Olloclip, I’m sure I’m not pronouncing that right, Olloclip.com/help and then it says, “One, this clip comes preinstalled with an insert for iPhone 6,” and let’s see what else, “and 6s plus.” Then it says, “Please remove the installed insert and replace with the included one for iPhone 6/6s plus before use. Two, slide channel over protruding lens and then…” I’m not going to read the whole thing but you see what I’m saying? Everything here is step by step, trying to make it easy for the customer, us.

Now, if I flip that card over and this actually was part of the package that you seen on the shelf, they have a picture of… They have three pictures. They have one little square, one inch by one inch picture of a lady jumping in the air, looks like she’s traveling. Then you have another lady, it looks like that is in front of the mountains and then you have another one on a close up like a macro shot of a flower. They’re again showing you these types of pictures you can get by using their product.

Again, they’re trying to show you the benefits of it not necessarily that it’s made with the best glass in the industry. We talk about benefits a lot, the benefits doesn’t necessarily mean it has to be a feature. It means usually it has to be the end result, what is it going to do for that customer using it? In this case, create beautiful shots.

Now, if I go to the next section of this because again this is… This piece of paper that I’m holding right now or this cardboard is… It’s very thin, it’s like a postcard material, just imagine it broken up into one, two, three, four sections.

[00:18:06] Scott: On each section it has a different message because again remember it’s folded up into a square. On one section all by itself it just has their logo Olloclip and then on the next one it says, “Attention, iPhone 6/6s plus users, this clips comes preinstalled with an insert for iPhone…” Again it reiterates that and it also says if you have any questions or if you want to see instructions online visit Olloclip.com/help.

The next little square, the next horizontal square, they have flags of the different counties that this is, that you can see the multi-lingual instructions on how to use the Olloclip and fun ideas on how to get the most from your mobile photography, visit Olloclip.com/help. All they’re doing is driving me back to their help page. That’s in this piece of material here, that’s it. Again, definitely go check out, once you get done listening to this, go over to the blog at theamazingseller.com/236 and you’ll see a link there to my Periscope where I broke everything down as I was unboxing it. Very, very raw by the way too. There’s nothing scripted there at all as there isn't really anything here scripted in the show. I’m just flying by the seat of my pants here.

Really, really impressive packaging and very simple. I bet this piece that I’m hanging onto right now, that I’m holding onto it probably cost them less than two, three cents, maybe five cents at most depending… They’re purchasing a lot so their price is probably way down. This is like the size of a postcard. That’s it, it’s literally the size of a postcard and it’s just folded up into four little blocks that then they can slide their unit into. The other thing in their packaging… Again this is a blister pack so again it looks, it’s exactly the shape of their different products in that square.

[00:20:07] Scott: On this packaging, on this plastic part of the packaging, they have spots for these different colors that you can put your lens into. I have a green one, I have a black one and I have a blue one and I have the color that it came in which is just, looks like it’s just like a flat black. I have, technically, four different colors that I can go and use so they gave me those.

Again, now we’re talking a little bit about bundling and we’ve talked about this before but how much did it cost them extra to come up with these colors that you could then insert your lens into and then look cool because you’re wearing a green one now or a blue one. Again, it probably cost them pennies to add this option but guess what? Now they have, it looked a little bit like they’re giving you more. That’s that, sorry about that noise too by the way guys. I’m just at my desk here and I’m putting things down.

The other thing that they included was this Olloclip little lanyard. The lanyard’s cool because now it comes with a little clip on it and on that clip I can then attach my lens. Let’s just say that I’m site seeing or I’m maybe at the park with my family and I have this around my neck, well guess what? I’m want to take a macro shot of that flower or maybe I want to take a wide angle shot because I want to get more of the area that we are at. We got more people in the shot we want to get. I have it around my neck. They make that really, really handy and again perceive value, they added this thing which probably cost again under $0.25 to add to their package.

Guess what? For me, it’s just an extra thing that I get to use which is pretty cool. The other thing that they added inside of their packaging is a nice little velvet bag to hold my olliclip, Olloclip, I have a tough time saying that. Olloclip.

[00:22:06] Scott: Using my Olloclip, I want to protect it so they have a couple of lens covers that go over top of each lens and then they have a little bag to store it in. Isn't that nice? I’ve got it, it’s got a couple of little drawstrings.

Imagine if you had something that you can see that’s a little bag probably about two by two, it’s got a little drawstring at the top that’s red, the bag is grey and they’ve got a little bit of their logo branded on the side of it with a little tag on it that says Olloclip. They branded that as well. Again, by the way the lanyard that is branded as well with their logo on that. All of that stuff inside that one little package and this package, if I was to measure this is probably, I’m going to guess here, I’m pretty good with measurements because I used to do construction. I’m going to say this is about four inches by maybe four and a half inches. That’s what I’m going to say.

Probably thickness wise at its biggest point I would say is about maybe an inch and a half. That’s it. All of that stuff I just described was in this nice little package. Now, here’s where it gets really cool. That’s not it, that’s not all folks. Yeah, no, it’s not because inside of that package I’ve got three different inserts inside of there that I can look through. On the front side of one of these little tiny cards, this card is about an inch and a quarter by about two and a half, three inches wide. All of these three cards that I’m going to share with you are that size.

On this very first one, they have a picture of the ocean. Actually it looks like you’re up in the mountains looking down at the ocean. You see a blue sky, you see this aqua green water. It brings back memories for me because we spent some time there with my family in Mexico, Puerto Rico so we’ve hoped around the islands a little bit so this just to me is like, “Oh man, I wish I was back there like right now,” it’s so amazing.

[00:24:06] Scott: They have this one thing there and on the very front of that on that picture they have their logo that goes over top of that, really simple and subtle. Then as you flip that over it says, “We love to support Olloclip photographers and their amazing photos. Register your Olloclip product for a chance to have your photo showcased to the world. Register your product at Olloclip.com/register.”

Bam, we’ve got another call to action. We’ve got another call to action to another landing page so you go to Olloclip.com/register and you can register to share your stuff with the world. Who wouldn’t want to do that? Who wouldn’t want to see all of the other amazing clips that people are taking with their Olloclip. Think about GoPro camera too by the way. GoPro is a genius at this, they have a product that people use and they take videos with it, so guess what? They have a YouTube channel where people can submit their own videos. Why is that awesome? It’s showing people having fun using their product. Any time you can do that, that’s a win guys. That is a win.

Again, this is a great example on how you can get someone over to your website without driving them over there to say, “Hey, go check out our other products,” which they will by the way because once they’re there they’re going to be nosy and they’re going to want to look around a little bit. Getting them to register their product, I believe in Amazon’s eyes as well should not be a problem because all we’re trying to do is help them, again, Olloclip.com/help or we want to help them by registering their product so if they have any problems we can also follow up with them and we can…

Again we’re trying to have them enjoy the product more and have a better experience by having them register it over at Olloclip.com/register. I’m not getting any, any type of compensation for talking about this either by the way.

[00:26:02] Scott: Maybe I should contact Olloclip and ask them about that. No I’m just kidding, I don’t really care. It’s a great, great little insert they have here. The next one, the next card, it basically has a bunch of pictures on it which is hard to see and it’s basically got an overlay of red on top of it. All you see is a background of all of these different little squares of different things and it’s hard to make it out. I see an eight ball, I see a skate board, let me see what else can I pick out here. It looks like I see a kid in there so it’s really vague but they don’t really want you to see all that, they just want to show you just a bunch of different pictures. Then they mute it out with some red and then they put in big bold letters that take up almost the entire size of it. It says, “Show us what you shot.”

Again, what are they doing? They’re driving people back to their social media, they’re trying to get you to go back to their website. Here’s what it says on the back of this part of that card, it says, “Let’s be friends. Follow us at Olloclip and tag #Olloclip to share your creative genius with the world and be sure to check out our other easy to use mobile photography tools at Olloclip.com.” Then they have a picture of Facebook, Twitter and Instagram.

What are they doing here? They’re having you promote their product for them by using the hash tag and by going over to their social medias and then posting over there. Brilliant! This is brilliant guys, it’s really awesome. Again, by me holding this in my hand it’s so small but it’s so visible, it’s crazy. Again, I show all these on that Periscope that I did, which I linked up in the show notes, theamazingseller.com/236. The last part of this which is pretty cool is on the last little insert card.

[00:28:02] Scott: They show you like what it does as far as their products. They have this one picture and it looks like this shot was actually taken with the wide angle portion, maybe even a fish eye, but what it has is it has an iPhone laying on its backside with the lens and then it has the macro lens on the left, it has the four-in-one lens on the right, it has the Olloclip case. It shows you all of the products and it basically says those four things. It says, “Macro pro lens, four-in-one lens, active lens, ollo case.”

Then what you do is you flip that over and then it says, “Be the complete mobile photographer. Check out other award winning mobile photography products at Olloclip.com,” and then it has their logo. Boom! That’s it. Nothing too salesy, nothing too pushy, really wanting to get you to go over and join their community, a way for you to connect, a way for you to share, a way for you to have fun with their product. Again, brilliant, just so brilliant. All of that stuff is in this small little package.

Then the bundle, I go back to the bundle, the bundle has the three different colors that you can attach. It’s got the little bag, the little satchel that you feel like this nice little thing that you just bought is protected inside this bag. You have your lanyard, which you can clip on and then you can take it along with you. All of that stuff, all of the quick start guide that’s inside of the packaging as you unfold it, the multilingual instructions just in case you need that. All of this stuff was packaged in this tiny little thing and I think we could take so many lessons away from this.

If you don’t do all of these that’s fine but if you can take some of this and apply it, it would totally, totally benefit you. I know I’m going to be doing more of this. This is exciting because I know the power of getting people to use your products but then also share with other people that they’ve used your product, social proof again.

[00:30:09] Scott: Then also being able to get people to go over to your website to possibly get on your email list is huge. Again, some ideas for insert materials, how to use cards, warrantee, register, become a VIP, show us your work, join the community, check out our other products, those are all possible inserts that you can put into your packaging. They don’t have to be huge, they don’t have to be huge, that’s the other cool thing. I just proved it here by unboxing this one little thing that I just purchased. I’m going to address a couple of questions, actually three questions that came through that Periscope that I did.

The one question someone asked was, “Who comes up with the content that is on the cards?” It’s a great question. The thing is you can come up with it yourself or if you’re not thinking that you can do that, you can go and hire someone to do it. You can go to fiverr.com and ask someone that does research on products and sees what you could add to that insert card as far as what’s going to be helpful. You can have them go out and find what are the things that people are requesting that they want to learn more about with your industry or with your products.

That’s one way. You can go to upwork.com and hire someone there, a virtual assistant to do that. You can ask someone that you know personally, say, “Hey, will you go and try to find out what are the top three things people are needing for this?” Again if you’re just looking to come up with an easy step by step quick start guide, again, Fiverr, upwork.com or maybe calling out someone, one of your customers and saying, “Is anyone out there…”

This is another reason why building an email list is so powerful. You could poll your customers, not even poll, you could ask them and say, “Hey, I’m looking for someone to help me create better packaging because we want to make sure that we are making it easy to use,” and stuff like that.

[00:32:08] Scott: Then you can take people from your audience and then have them submit their content to help you do that or maybe someone is an English teacher and they enjoy writing and they want to help you with that. There’s a ton of different ways you can do it.

I would say the easiest way is definitely going to be going to a place like fiverr.com or upwork.com, those will work just fine. Really, really easy to do that or just do it yourself if you have any skill at all with doing that by again modeling some of the other things that we’re looking at here. The other thing is to do a little hack here. Go and check out your competition and order some of their product and see how they’re doing. Maybe don’t even order it on Amazon, order just people that are selling your product on a Google store or a Yahoo! store. Just order through them and see their process, see how they handle their sales channel. See what information comes in the mail in as far as an insert and then you can learn from that.

That’s that. The other question that came in is, “What’s the best place for sourcing your packaging?” I already mentioned this but you’re going to want to ask your supplier because your supplier is already probably connected with packaging companies and then they can line all that up. Sometimes they won’t even say we’re going to line it up, they’ll just say, “Yeah, we can do that, what do you want?” Then you’re going to submit what you want and then they’re going to say we can do it or we can’t do it or it’s going to need you to get a designer to create these four things and stuff like that.

Really, the best place is to just reach out to your supplier and your manufacturer and lean on them and usually they can help you. As far as finding the art work or the graphics, again, fiverr.com is a great resource, 99 designs is another great resource.

[00:34:00] Scott: Again, you’re going to pay a little of money for this but totally, totally worth it. You pay for it once and then they just print it and then you’re just paying the printing cost. Again, if I was to look at all of this stuff that Olloclip, that they included, I would be willing to bet even if they only got two thousand of everything printed, which they’re probably doing a lot more than that, but if all they were to do is two thousand to print, all of this insert stuff less than 10 cents. Less than 10 cents, almost guaranteed and it’s full color.

I have insert cards right now that that I’m having done for. The last I checked between five and seven cents and I’m usually doing about a thousand at a time. It doesn’t have to be that expensive. Your upfront cost to getting the art work done will be more in the beginning and then once you have the graphics and it’s just about rince and repeat, you’re just going to repeat that.

The last question that I received from Periscope was, “Do I have to order more for custom packaging?” The answer is usually yes. Yes you do usually have to order more and if you don’t have to order more you will get price breaks the more that you order. For example and I shared that before, let’s say for example you want custom packaging and they’re like, “We can do that but you have to order two thousand,” and you’re like, “I only need a thousand units,” and they’ll say, “That’s no problem. You can buy the two thousand pieces of packaging and we’ll shelf the one thousand units and then when you place your next order we’ll just pull from that thousand.” That’s how you can do that.

Again guys, definitely check out that Periscope session that I did where I break everything down visually and you can see me walking through this stuff for the first time. Again, you can find all the show notes on this episode, it will be theamazingseller.com/236. Again the transcripts will be there as well, show notes, any links will be there as well. The last thing I wanted to just mention one more time which, this was about packaging and how to increase the value of your products with just a little bit of packaging.

[00:36:05] Scott: Also, I didn’t even really mention that much of how important it is to use the packaging and the inserts to drive people to your own website because this here was just about how to create that packaging and how to increase the value for your products. The other thing we didn’t have time to talk about but I did just want to highlight and I did bring it up a little bit is just the power of bundling. Being able to bundle these different things in here made me feel as though when I got this product and I spent $79 for it, I actually got more than I was thinking I would get. I didn’t think about the different pieces that came with it. I didn’t think about the lanyard, I didn’t think about the little bag, I didn’t think about the different colors.

Now, I could have thought about it when I was looking at all of the different ones, like I was looking at like… Or if I was just doing the search for the first time, I might have said, “Oh, well this one I get this and this one I get that,” but I really didn’t even look at that. When I received it I was like, “Wow, that’s cool. I got this and I got this and I got these, that’s cool,” and then I started obviously digging into the insert cards.

Just to let you guys know, the power of bundling, it’s pretty powerful for two reasons. One, you can differentiate yourself because other people might not offer all of those things in that package, again they all work together. Then secondly, you’re increasing the perceived value when someone receives the item. That this is good, this company’s taking care of me. They’re giving me a bunch of this different that help me use the product.

Again, just say for example your garlic press. If you had a garlic press and it came with just a simple bag just like this one with a drawstring that you can store it in your drawer, it would make you think that they might want us to protect it because it’s pretty valuable. I’m not saying that anyone that sells a garlic press that they should do that but you get what I mean or maybe there is something that you can give with that garlic press, maybe a little thing of oil to oil the hinge.

[00:38:05] Scott: I don’t know, I’m just thinking, maybe it’s a specially formulated oil that won’t corrode the actual garlic press material, the stainless steel or whatever. Maybe you give them that cleaner that helps to clean out the holes of the garlic press. Whatever it is, it has to obviously go with that product but it can make that product just seem like it’s just more well-rounded where you have all these different little pieces that’s going to help protect or help use your product. Again, I just wanted to say here I got different colors, I got the lanyard, I got the bag for the lenses and not to mention, I got a pretty cool little insert here that I can go and check out some of this other shots that other people took with their lenses so it’s pretty cool.

All right guys, that is pretty much going to wrap up this episode. I did want to remind you a couple things. Number one, all of the show notes, the transcripts, the link to the Periscope is all at theamazingseller.com/236. Again that’s theamazingseller.com/236. Definitely go check all that out, I think you’ll enjoy that. The other thing is if you’re brand new and you’re saying, “Scott, this is great and everything, I’m just not there yet,” well I’ve got a resource for you and that is to attend one of our live workshops where I walk you through the five phases for launching your first product on Amazon. You can register for that event at theamazingseller.com/workshop. Once again that is theamazingseller.com/workshop.

All right guys, that’s it, that’s going to wrap up this episode. Remember, I’m here for you, I believe in you and I’m rooting for you but you have to, you have to… Come on say it with me, say it loud, say it proud, “Take action!” Have an awesome, amazing day. I’ll see you right back here on the next episode. Now go get them.

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