A big part of launching any business is the fear you have to conquer because of the risk that’s inherent in starting a business. While the fear may be an obstacle, it doesn’t have to be such a big one. You can reduce the chances of failure (what you’re really afraid of) by checking out what’s already working in your product niche and duplicating those things for your product. On this episode Scott goes way outside his normal topics to show you how he looks at products and marketing approaches so that you can learn how to use other people’s hard work to make your own business less risky and more profitable.
How to use Amazon and eBay as incredible marketing research tools.
Most of the time Scott is talking about Amazon as a sales platform – and that it is. But you may not have considered that Amazon’s setup is also designed in a way that you can use it to research product ideas and market trends. On this episode Scott talks about how you can use reviews, data, and the “also bought” section of Amazon, eBay, and other platforms to make smarter decisions about your products and business.
Pay attention to the customer experience you have relating to products you buy.
When you buy any product – from Amazon or even your local Walmart – you should pay attention to the way the company has positioned your buying and follow up experience. Is the packaging appealing and cool? Does the verbiage on the package give you clear instructions? Does it encourage you to submit contact information so you can receive more from them? Does it offer you other ways you can benefit from your product or receive more information? Scott has begun observing these kinds of things and it’s given him all kinds of ideas for his own business and products. What about you? Learn more on this episode.
Why you should intentionally buy your competition’s product.
One of the best things you can do for your business is to know your competition. Not just who they are or what they sell, but also HOW they sell it and WHAT they do to follow up with their customers. The best way to do that is to become a customer. When you purchase one of your competitor’s products you’ll get to see exactly what they do to connect with their customers, follow up with them, offer them related products, and more. Then you can reverse engineer it to include those things in your process OR you can improve on it and blow your competitors out of the water. Find out more about tweaking your competition on this episode.
Don’t forget about print magazines and TV. They are great at marketing.
While you may never consider advertising your Amazon private label products on TV or in a magazine you would do well to pay attention to what advertisers on TV and in magazines are doing to sell their products. Advertisers have been using print and video for years and they really know what works. You can borrow their ideas and apply them to your promotions and advertisements to up your game. Scott goes through a ton of ideas for promoting and presenting your products better, on this episode.
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to the podcast!
- [2:07] This episode was sparked by questions from listeners.
- [5:36] The importance of using Amazon.com and eBaby.com for data and insight.
- [9:21] Using product reviews to refine products and build new ones.
- [11:00] Buy a similar product and go through their customer experience.
- [12:33] Search Google to find a product similar to yours and buy it through their website.
- [15:32] Click a Facebook Ad for a similar product to yours and go through the process.
- [24:16] Why you should pay attention to magazine advertisements.
- [28:16] Opt in to somebody’s email list and observe their follow up process.
TRANSCRIPT TAS 239
TAS 239 – 5 Tips to Reduce Failure and Model What Works (Success Hack)
[00:00:03] Scott: Well hey, he what’s up everyone. Welcome back to another episode of The Amazing Seller Podcast. This is episode number 239 and today I’m going to share with you five tips to reduce failure and model what works. This is kind of like a success hack because all of the data is really at our disposal and we can look through this and I’m going to share with you exactly how we can do this. Now let me remind you that…
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…the show notes and the transcripts to this episode can be found at theamazingseller.com/239, again that’s theamazingseller.com/239, show notes, links and transcripts. They’re all going to be there for you when you want to go over and check those out if you want to download them they’re there for you.
The other thing I want to remind you guys real quick before we dive into these five tips is the workshop. I do a live private label workshop where I walk you through the five phases to get started, to really launch your first product and I answer live Q&A there as well. If you’re new and maybe you’ve been a long time listener you just haven’t had time to attend one definitely come on over and hangout with us.
You can register for an upcoming workshop by heading over to theamazingseller.com/workshop. Again that’s theamazingseller.com/workshop. I just have to say you guys submitting all of your questions and responding on the blog and the Facebook group I just wanted to say again thank you guys so much, I really appreciate all of the feedback and also all of the help that you’re giving inside of the Facebook group because you guys are in there helping each other as well. I really love seeing that because again when I started this thing it wasn’t just about me learning through this process but it was about helping and really connecting other people. I just want to say thank you for that.
[00:02:00] Scott: Definitely, definitely you’ve made that community what it is and I really, really do appreciate it so thank you. All right let’s dive in here. Let’s talk about these five tips to reduce failure and model what works.
Now I get this question, I don’t want to say I get it a ton but I have gotten it quite a few times. It’s one of those things that we always, just as human beings we want to come up with something really great like I’ve got the next idea. I’ve got the next Facebook idea or the next social platform or something.
Wouldn’t it be amazing to create this awesome product? I get it and I think that before we jump into this stuff too by the way I think that we should have a notepad or something that we can write down our ideas of something that might just pop into your head. Maybe you’re having problem with a certain device and it would be awesome if there was something that could solve that problem. That’s a great thing to have but I don’t think that we should necessarily go after something that’s brand new that we don’t have any data on.
If we’re going to start something from scratch we want to be able to have at least a little intel into the market place and we want to be able to see if we can start selling something similar to a similar audience and that’s really what it comes down to. When people come to me and they say, “Scott I’ve got this great new invention and no one is selling it on Amazon right now,” I think that’s awesome that you’re thinking like that but in the same breath it’s risky because you don’t have any proven track record of a product currently selling to a market.
If you guys don’t watch Shark Tank you should. I love that show but they’re always talking about, “Show us the numbers, show us how many people actually bought the product.” Well, why are they saying that? Because if you’ve had that thing out there in the market place for a year and you’ve only had $10,000 worth of sales and you’ve only sold let’s say 1000 units that sounds great but for a year and actively out there promoting it it’s not that great and that’s what they look at.
[00:04:12] Scott: They’re almost looking at it like has the market said that they want this? If they had, good. If not, we don’t want to touch it. For us being able to use what I’m going to share with you today to use kind of like other businesses that have already launched products that are similar to the ones that we want to launch, to be able to use that and then also see a customer flow or a sales funnel however you want to phrase it. To be able to see how they’re doing it and being able to model what they’re doing to me is what we should be doing because I’m not saying go out there directly rip off someone. I’m not saying that at all.
I’m saying go out there and see a sales cycle. Even if it’s not the sales funnel or the sales process that you’re going to use, it’s great to see just as a lesson on how companies are basically getting people from point A to point B through the buying cycle. I’m going to give you a couple examples even here local that I’ve been paying attention to because I’m always on the look for good marketing. I’m always on kind of on the look at good sales processes and stuff like that so I’m always paying attention and I think you should too.
Let’s kind of dive in now to kind of how we can go down this path and just some things you can do to really understand this process but then learn from the process in return.
Number one, I’m holding my finger up as like number one, the number one thing that we have at our disposal is amazon.com. Whether you were going to sell a product on Amazon you should be using that as data, period, end of story, end of podcast. Go to Amazon see what’s selling and get a good idea of what the market wants. That’s just common sense. eBay same thing.
[00:06:03] Scott: You can go to eBay, you can see things that have already currently sold, you can search by that filter and say you only want to see the ones that have sold in the past 90 days and then you can see that data. That data is crazy. Years ago how would we know that our competitor was actually selling stuff? We’d have to actually have someone on the inside tell us. We wouldn’t have this publicly known but we have this data so why not use that to help us figure out a product or a market that we want to start to sell?
But again we also can see how they’ve already went through some testing maybe to really create a really good sales process and a sales funnel in a sense. Again I go back to invention versus improving what’s already selling like which one’s the better option especially when you’re first starting. To me, improve what’s already selling. This way here we can see already the path that they’ve already went down, probably money that has been spent and again you can even model this off of a product that’s not exactly yours.
You can just see kind of like how they’re taking people through the buying cycle. I always go back to looking at godaddy.com, if you’ve ever went there and bought a domain name. They’re at upsells and getting you to buy more in your shopping cart by things that you actually genuinely need because it’s related to what you just purchased. That stuff is priceless. You need to pay attention to that process you can learn a lot from that. Vistaprint, that’s another one. You buy a post card there or a business card then it’s going to all of a sudden start taking you down the path of all of these other things that you could potentially be interested in.
We’re learning through that process by seeing what they’ve put in front and how they structured it so we can learn from that. Doesn’t mean you’re going to copy it, just means that we can model what’s already working. Number one is Amazon, obviously we want to go there and we want to see if those numbers on Amazon if they’re selling a product that’s similar.
[00:08:04] Scott: Then we can kind of say, “Oh yes the market does want this, cool.” Now, I did a podcast episode back on episode 189 and it was How To Validate The Numbers And The Demand On Amazon because here’s the deal there’s people out there like us that are doing promotions to get our items ranked and get our items with reviews and kind of get the ball rolling. If we look at just the sales that we might look at in Jungle Scout it might look good on the surface but until we drill down we don’t really know if those are actual.
We want to make sure that we can validate and vet out the good numbers and the bad numbers so we can make sure that we’re seeing the true numbers. I did a whole episode on that. I even have a video on that episode, episode 189 where I walk you through my process to really make sure that those numbers are as close to being right as possible, correct as possible.
That’s definitely something you should definitely check out if you haven’t done so. That’s episode 189 theamazingseller.com/189 or go to the show notes page to this episode which is 239 and I’ll have that linked up for you there as well. Now, the other thing that I should mention is Amazon allows us to see the reviews so this way here we can make a better product. It’s pure gold for us to hear in people’s words that have purchased the product of what they liked and what they didn’t like.
We can craft our messages or our messaging in our ad copy by using what people are saying they like and what they don’t like. Now, again let’s forget about selling on Amazon for a second. This is data that is great even if you’re selling on your own website, on your own ecommerce store and let’s say that you don’t, you weren’t selling on Amazon, which you should be, but if you’re not you can still use this data to help you make a better product and sell more product on your own website.
[00:10:05] Scott: That’s really, really critical to understand that. The reviews, do not ignore them. Pay attention to those, dig into those, spend some time on there, curve out some time to go through the reviews of your competitors and see what people are complaining about, what people are really enjoying and just get to understand that market. That is huge. Everything is right there. Now let’s get into these tips, I didn’t give you the tips yet I just kind of gave you the tip of the iceberg here. I’m going to give you these five things that you can do that I’m currently doing and I’m always kind of doing even subliminally doing this stuff because I’m always paying attention.
I’m going to share a couple examples of what I just recently did and that I’m paying attention to that makes me say, “Okay this is cool, they’re doing some good marketing, this makes sense, they’re smart.”
Tip number one is buy a similar product and go through their customer experience. I know that sounds pretty basic but when you buy something from a competitor or even just a similar product, you’re going to see what they do well and what they don’t do well.
Hopefully you’re going to find someone that does really well and then you can model what’s doing really well because sometimes you might say, “They’ve got great numbers on Amazon. They’re selling 1,500 units a month,” but maybe you don’t realize that some of those sales are coming from external because they have a really great follow up sequence once you buy the product and you get an insert card and that insert card drives you over to a landing page that then gets you to enter your email address and then you get a coupon code and then you get to come back and buy another product on Amazon.
We don’t know that that might be happening. If that is happening well we can know that by going through that buying cycle and that customer experience.
[00:12:01] Scott: That’s the first thing. Buy a similar product through Amazon and go through their customer experience. See the emails that are coming through. Are they sending follow up emails? If they are, pay attention to those because if something is working we want to see what’s working and then model what’s working. Also we might go through that process and go, “I see there’s something they’re not doing here that I can probably do a little bit better. They’re still doing well but they’re missing this one piece that I know would make this process even better and even stronger.”
Now tip number two is search on Google and look for your product being sold or a website that offers it and then buy through their website. Why would you want to do that? Well, it’s very simple because if you buy through their website now we’re not dependent on Amazon we can see their buying cycle, we can see their funnel in a sense. We can see what happens from the time I add it to my cart to the time that I’m able to check out and there might be a lot that happens in between there. It could be you buy the one product and then it says, “You may also want this.” It’s kind of buying on Amazon where it says once you purchase that and you put it in your cart it says, “Other buyers who bought this also bought this,” and they automatically add it down below. All you have to do is click one button and it adds it all to you cart.
That could be that process but we’re talking about externally now. We’re talking about you found this brand that you might have already found on Amazon, maybe they’re already selling on Amazon but they have their own web platform and now you found them on Google or Bing or Yahoo, I’m just using Google because that’s the big one and then you find their website and then you buy through their website and you see how they’re directing people back to Amazon or are they directing people off of Amazon and through their own website.
How are they doing that? Then buy that product. You may even want to do a side by side comparison. Buy one through Amazon, buy one through their own website. Track and look and see exactly what’s going on through that process and through that sales process that sales funnel.
[00:14:08] Scott: That’s number two, search on Google or a searching engine, find a website that’s selling that product or go to the product that is already selling on Amazon and go to their website. If they’re doing well on Amazon they probably have a website and if they have a website they probably have a way for you to buy products and a lot of times they’re going to sell product that’s not just selling on Amazon.
Again we’re just going through and seeing what someone is already doing well or maybe even just selling and then we can see how we can improve that or how they’re doing it so maybe we can do that as well, something similar. We just learned from that process. You really take screenshots of the different pages that you land on. Take screenshots of the entire process and then you can almost diagram it out.
Okay step one is I bought it on Amazon, step two was I got an email saying that they thank me for the order and it should be coming soon and then when it gets shipped I get another email. When it gets delivered I get one saying, “Hey thank you so much for buying, your item I sure was delivered and we just wanted to make sure that you received everything okay.” Then just write down or track all of those different points inside of that sales funnel. I can go on and on and on about that because you just need to track every little piece.
Now, tip number three is go through a Facebook ad for your product and see the process. Now you might be saying, “Well Scott what if I don’t see an ad?” Well, if you start liking pages, fan pages or groups inside of your market you’re going to start seeing ads be displayed to you. The other thing that might happen is you may also notice that if you go to Amazon and you look at a certain product you’re doing to probably see a retargeting pixel that has been dropped somewhere, that Amazon has done and it’s going to start showing you your product again.
[00:16:06] Scott: Now that doesn’t mean that you’re going to want to buy through that because that’s going to take you back to Amazon. I’m not saying that. What I’m saying is if you start to show interest on a product even on a website Google has retargeting as well and Google will start showing ads up around you as will Facebook. Try to find a way to go through a Facebook ad that is for a similar product to yours and see the process.
See their sales funnel and like I said go through and find fan pages in your market that you can really just kind of get intelligence about and see what people are talking about in your market. That’s good to do anyway because now you can kind of see exactly what you could and should be offering that you might not already be doing. Again that’s tip number three. Go through that Facebook ad. Now that Facebook ad, you guys have heard me talk about this, the Facebook ad to me could be a simple funnel. It could be like here’s the ad and it says, Receive 50% off of this garlic press today and today only,” and you’re advertising that to people that are in the cooking space. Well now they go over they land on a page that says enter your name and email address to get the one time use code.
They do that, they get an email with a onetime use code and then from there you go over to Amazon and you buy and then from there you start to get follow up emails through something like sales backer or feedback genius whatever you’re using and you’ll see the process on how that’s all working from that one Facebook ad. Or you might see this, you might see a Facebook ad that leads to a blog post and that blog post isn’t about a discounted product either maybe that was like 10 recipes for your favorite garlic recipes or something like that. Or 10 recipes with whatever like garlicky flavor or something like that.
[00:18:00] Scott: Then you click on that ad it brings you over to a blog post, that blog post has those 10 recipes and then it might have a spot there where you can enter your email address to get 10 more recipes. Then what you don’t know is probably on the backend of that Facebook has dropped a pixel on that page, on that blog and now you can retarget to those people.
Now I can start seeing other ads that are going to be starting to be displayed and I’m going to be aware of this because I just told you that if you land on a page and you start seeing ads for that same website on Facebook you’ve been retargeted and that’s just the way it is. It sounds kind of creepy but it’s a way for Facebook and advertisers to give you what you want and what you’ve kind of already showed interest in. In a way it’s trying to give you more of what you want. If you think about it that way it’s a little less creepy but it’s there, it’s a tool for us.
We’ve already gotten their email address maybe because they wanted the 10 extra recipes and now we can follow up with them in another day. With all of that stuff let’s see what those people that are advertising that are spending money on Facebook or spending money on Google what are they doing through the sales funnel, the sales process because they’re not doing that without doing a lot of testing to see what’s going to work on the other end they’re trying to acquire a customer.
If they could acquire a customer then they’re going to just ramp up their ad spend. If they can put in a dollar and get two dollars out they’re going to do that all day long and I think you would too. I know I would. Again document the process going through and learn from each step through that process. Even take it a step further pay attention to what’s coming up later when you receive the product. What are you receiving inside of that package? Again let’s kind of go back to the things that we could be looking at. If we buy it through Amazon or even our own website what happens when we purchase immediately, what happens? Do we get taken to another, a thank you page on our website that says, “Hey thanks you might also be interested in this.”
[00:20:05] Scott: What happens with Amazon? What other products do they show that we could possibly be interested in? Pay attention to all of these different factors. What happens when you purchase? That’s number one. The next thing, what happens after you receive the item? You get it in the mail, you can buy it on Amazon, you might have some insert material that’s inside that package and you can kind of look through that.
Then the next thing is what happens when you visit their website? Do you get on their website and do you see maybe a pop up window that comes in and says, “Hey download the 10 free recipes that over 10,000 people have already requested and started to use in their cooking,” or something like that. Boom, you enter your name and email address. Let’s look and see what happens when they go to the website or maybe we go to the website and it just shows us more useful information or maybe it shows us an ad for their other product.
It’s just everything is going to be different and unique and that’s why we want to pay attention to these different things. Then again what happens when you don’t buy? That’s another big one. Was a retargeting pixel set there? Let’s say for example you were taken from an ad over to a place to buy that thing and let’s say that thing was the garlic press and let’s say you were going to get 50% off or let’s say that you didn’t buy. There’s a way and I can’t really get into all the details but there’s a way that then you can retarget those people that didn’t convert to a buyer and you can present them back with more content that might get them back to your blog.
What happens when you don’t buy? Do you get more retargeting ads? Do you get a follow up email if you’ve entered your email address that talks more about content, it talks more about useful things that you can do with the product? What are they offering? Are they offering you a page or a bunch of videos that shows how people are using the product? What happens? It’s all unique per product.
[00:22:01] Scott: Again for a good marketers, they’re going to be testing this stuff on a regular basis so why not model what they’re already testing? The other thing is what emails do they send and how frequent? Do they send one a day? Do they send one every 5 days? Do they send it after the product was purchased but not shipped or do they get one just when it’s been delivered? Do they get three, do they get four? What do they say? What’s the messaging? Are they funny emails, are they personal emails, what are they? Pay attention to that stuff. Just again the messaging is really, really important in those emails.
There’s a bunch more stuff that you can pay attention to. You just have to be aware but the bottom line is you need to document the entire process. Now you’re going to spend some money on buying these products but to me it’s product research in a sense and it’s marketing research to be able to build out something that could potentially work for you and your business. This is exactly currently what I’m doing and I’m excited about doing it and it’s fun and again I just have to put that out there. I’m not doing this unethically I’m out there doing this genuinely to find out what competing products, not directly maybe, maybe they’re similar.
Maybe mine’s better or mine has different things or maybe different colors or whatever but it’s a way for us to see exactly the buying process. Now here’s the other thing, if they’re advertising on Facebook or anywhere else, I need to put this out there, they probably have some type of sales funnel in place. If they don’t well you’re going to see that real soon too and you’re not going to want to model that.
If they’re advertising on any platform, Facebook, Google, Bing, whatever they probably have some type of way either to get the sale at a discount or to pixel you or to get your email address to then be able to follow up in the future because even if you didn’t make that sale on day one they’re looking to making it in the future.
[00:24:05] Scott: Just really important to understand that. If they’re advertising they’re probably making money and they’re probably spending money. Now here’s a couple additional tips.
Pay attention to magazine ads. Magazine ads and direct mail, those are media channels that people aren’t really paying attention to because they feel like they’re not online but there’re some really good marketing in that stuff. If you go to a magazine ad and it’s driving you to a website there’s probably going to be like a free plus shipping offer or there’s going to be, “Enter your name and email address to receive this 25% off discount,” or maybe it’s you go over there and once you get to the website after you’ve been there for 30 seconds a pop up comes in and it says, “Hey download our 25 easy tips for this, that or the other thing.”
Pay attention to that stuff, go through magazine ads, will they have a call to action about visiting a website go to that website. Direct mail pieces the same exact thing, go to the website that they’re directing you to and just pay attention and then track and really model what’s working for them. Again if I’m selling a garlic press it doesn’t mean I have to go and find a garlic press and buy the garlic press. I can buy something else in the kitchen space and then just look at their check out process and kind of look at their follow up sequences and all of that stuff.
It’s doesn’t have to be the exact product. I just bought the other day, and I did a whole session on this on periscope and it was basically, it was myself buying a product. I didn’t even plan on doing it when I bought this product. I just noticed that the material that I received in the packaging was really awesome. I was able to go through all their marketing material and from there then see where that page led me to.
[00:26:03] Scott: Definitely check that out if you haven’t done so already, that was episode 236 so not that long ago. That was theamazingseller.com/236 or just check out the show notes to this episode which is episode 239 and you’ll find that there as well. If you look at their packaging and that was like tip four which I kind of jumped ahead there. Tip four is really looking at their packaging and their inserts. Look at that stuff and again like I said definitely check out that episode 236 you actually see me on Periscope, I actually posted it on YouTube so that way you can re-watch it again because periscope takes it down in a certain amount of time.
As you’re seeing me unbox this you’re seeing all of this different insert material that it’s so small but it’s so valuable and then the bundling of the package. I was able to tear that stuff apart and then I could take it one step further and then I can take and go through and enter my email address for the link that they’re giving out there and then I could go through that process. You see I can just keep working myself down it.
Now again I didn’t buy that in order to unbox it and kind of go through their marketing but when I got it because that’s what I’m into and that’s what I’m just interested, I’m kind of geeking out here, is I love looking at all of the different material that a good company puts together that have spent thousands of dollars on figuring this stuff out so why not do that. Again, I did go from tip three to tip four kind of weird there.
Tip four is looking at their packaging and inserts, whether that you purchased on Amazon whether you purchased on their own website look at both of those and see what they’re using really, really valuable. I did that on periscope and a bunch of people were on and just people loved it that we were able to do that and you can do that too. You can do that with something that you bought for your son or your daughter or your spouse.
[00:28:03] Scott: Then just when you get it just open it up and see what it looks like, see what it feels like, see what the process is next. Do they give you another thing to do or do they just kind of leave it as is? Just kind of go through that process. Let’s move into tip five.
Tip five is when you have the chance to enter your email address on one of one of their web properties do it and go through their process, go through their sales funnel, see what happens next.
Like I said, we want to purchase but even we don’t purchase we want to enter our email address and see where that leads us. How are they following up with us? How are they getting us to have a better experience? Whether that’s if we purchase something we’re probably going to get emails to make sure that we’re happy, at least you should be and if not that’s a good sign for you because you can do a better job.
The other thing is after we’ve or even if we haven’t purchase something but we’re able to go over there and get more resources or get more information and we enter our emails address what happens during that process? How do they try to get us back over to their property? How do they get us to want to maybe make that purchase and take that next step? Again let me just go through them real quick.
Tip number one is buying a similar product and going through their customer experience.
Tip number two, search on Google or Bing or Yahoo or any search engine and find a product that’s similar to yours and buy the product through their own website or you can even just take the product that’s selling on Amazon find their website and then from there buy it through their website and see if the experience is the same.
Tip number three, go through a Facebook ad and see the process or a Google ad. It doesn’t really matter but Facebook ads are out there right now and pretty hot and something that I’m going to be playing around with myself so it’s something that I’m going to be interested in. Go through a Facebook ad and see the process.
[00:30:00] Scott: If you aren’t being able to see relevant products that you’re selling or interested in then go like some pages, some fan pages and start to let Facebook know that you’re interested in that stuff and you’ll start getting ads trust me.
Tip number four, look at their packaging and inserts. Once you buy their product look at their packaging and inserts, what can you take away from that? Like I said, I broke it down in episode 236 and I also did a periscope. You definitely want to check that out because you can learn so much from such a little thing here as far as like buying something and then just dissecting it.
Then tip number five is enter your email address where you can, where they ask for it and then go through their process and see how they’re trying to get you back over as maybe a reader of the blog or the website or maybe how to get a deal. Follow through on that process and see what happens. The bottom line here is document the entire process, document it. I’m talking like even if you want to do a screen share. If you want to do a video, if you use, there’s a bunch of different ones out there that you can use but if you… Even Quicktime has their own now or basically you’re just videoing your screen as you’re doing it.
It’s recording your screen as your clicking and as you’re going through the whole cycle. You might want to record that entire thing or may be just take screenshots of every single step through that process and then just document it and you can always go back to it and then you can diagram it out and then you can model that and use what you can inside your own business. I want to leave you with you want to be aware of good marketing at all times. Just be aware and after you listen to this my biggest thing for you is to be aware of good marketing and bad marketing for that matter.
Little story here. I was at the gas pump and I was just doing the thing, you’re at the gas pump and you always see ads for different sodas or maybe get their big jumbo hot dog and a soda for two bucks or whatever, that’s standard advertising.
[00:32:09] Scott: I’m talking about how do we get someone to actually get someone to actually come over and become like a VIP or something. They had something on there that was like join our VIP club and receive 10 cents off a gallon.
Now, obviously you have to use their credit card so that’s an example on how they would do that but they’re using a credit card in order to get you to…They’re using an offer of 10 cents off to get you to sign up for a credit which they know if you use that credit card you’re going to come back and buy their gas and you’re going to save 10 cents a gallon but they’re also going to make money on the credit card transaction with that company that’s doing it, whoever, the bank. There’s a bunch of different things that they can do there.
Now again this is a little bit out of the scope of what we’re talking about but it still make sense. They’re trying to find a way for you to become a customer of their gas, there’s a lot of competing gas stations out there. If you get a credit card you’re most likely going to go to their station. How do they get you to sign up for a credit card? You receive 10 cents off per gallon. That was the draw. Once you become a member of that VIP you’re also going to get VIP deals instead of that hot dog and soda costing you 2 bucks it’s going to cost you a $1.50 or $1.75 whatever or maybe it’s going to give you special deals on Friday’s.
There’s going to be different things that they’re going to offer you now that they have you as a customer and that what we can model as well. Another example was I was at the car wash and when I first got here to South Carolina I needed to find a place to wash the car and I’m a stickler with the car I like to have a clean car. I told my wife, “We got to find a car wash where is the car wash around here.” There’s a car wash place here and it was pretty nice, pretty nice place actually and they actually create a really nice experience where vacuuming is free. That’s a draw. You can go there and if you want to vacuum out your car it’s free. They’re always running you don’t have to put quarters in.
[00:34:01] Scott: It’s a cool experience all the way around. Even when you go through the car wash as they’re putting on the soap the lights change to green so it looks like it’s green soap and then you get to another station and it’s purple soap. It’s really just soap but it makes it feel cool. Anyway that was that whole thing so they’re obviously trying to make that experience cool which it was but more importantly it’s like… The washes range from $10, $12 and then $15 for their ultimate wash.
Their $15 is something that I was like I’m interested in that but I don’t want to pay $15 every single time I go through this car wash. I mean I might want to go through here a few times a month and that’s going to add up. Then they had on there unlimited car washes for $29.99 a month and that includes the top level car wash so the $15 car wash. If I just get the car wash twice I’m going to be saving money basically, a penny. That’s just if I do that but I know I’m going to wash it probably 3 or 4 times and honestly now I’ll wash it twice a week if I want to because I can.
Here’s the deal, they have me a customer, a recurring customer that’s number one. Number two they also have upsells in place. When I come back there’s usually a guy out there and he see my little SKU on my car, he scans it and he says, “Would you like to upgrade to the deluxe tire shine today?” I get tire shine I just don’t get the deluxe. The deluxe tire shine is 2 bucks. I did it once already. I’ll probably do it once a month because the other one does okay but the deluxe is really nice, tires look shiny.
For 2 bucks I can have the rims and the tires done. The other way does it but it’s not like the deluxe. It’s a deluxe tire shine, 2 bucks. All he has to do is hit a button and then it adds it to my account so now next month I’m going to be billed an extra 2 bucks. It’s on my credit card. The other thing they offer you, “Would like hot ultra-wax shine?” Well I don’t want it now but I might get it once a month or once every couple months, I don’t know it’s bucks, not big deal while on there. Just go ahead and throw it on the card.
[00:36:04] Scott: Then the other thing that they have is a car mat steamer. You can take your car mats, drop in this thing and for three bucks it’ll clean your car mats. Even though they have all these options you can come in just get a standard wash for 10 or 12 and then you get the deluxe for 15 or you can become a recurring member at $29.99, and while you’re a recurring member you can still spend more money by getting these other things. While you’re there buy a gift certificate for your spouse or for your father on father’s day and now you can buy these discounted car wash gift certificates to give away.
Again as you’re being a customer they’re giving you all of these different things to continue to spend money with them. Again I look at all of this stuff on a daily basis guys, I’m kind of a geek like that when I’m just like I’m really paying attention to that stuff. I’ll take pictures of that gas sign and just as a reference for me to see what they’re doing. I might actually see at one of the gas pumps too that they have like a comparison like their gas and then competitor’s gas. You can see one kind of leaves sludge on your pistons the other one is nice and clean, again something I can take to my product listing on Amazon. All of this stuff I’m paying attention and I’m being aware.
The last one I’ll share with you and this was another one I just recently became aware of and VIP club member is an ice cream spot. There’s an ice cream spot here and they’ve got it going on. They give you a card and after you come 5 times they punch the card each time and after the 5th one you get a free ice cream cone. The only way you can get that is if you join their VIP so in order to get that club and have it activated or whatever or whatever have a little code on the back is you have to give them your email address. With that email, guess what, you’re going to get special offers, you’re going to get dollar off on Wednesday, you’re going to get free toppings on Friday.
[00:38:01] Scott: Now they have my email address, now they know I’m a customer they’re going to over deliver for me and make sure that they can get me back. Again, I went from a gas station to a car wash to an ice cream place and they all work. I’m paying attention to my surroundings in marketing. That’s pretty much what I wanted to share with you guys, a ton of stuff.
I didn’t even think that this episode will be that long but when I get talking about this stuff you guys can see I get pretty fired up because it’s all out there. It’s all out there and it’s never been as easy as it is really to go out there and see good marketing and see what’s working and maybe what’s not working. Hopefully you enjoyed this. You’ll probably going to want to definitely check out the transcripts to this and the show not because we did over a lot.
You can get them by heading over to theamazingseller.com/239. Again that’s of theamazingseller.com/239 and one last quick little reminder is if you’re brand new to the show, I wanted to invite you to one of our live free private label workshops. If you’re brand now or maybe if you’ve attended and you wanted to come back and ask some questions or get a little bit more detail we do cover the 5 phases for launching your first product on Amazon.
You can register for an upcoming workshop by heading over to theamazingseller.com/workshop. Once again it’s theamazingseller.com/workshop and we break it all down, we answer live Q&A, they are live, they are a lot of fun and definitely would love to see you there. Definitely come check that out.
All right guys, that is going to wrap up this episode. I did want to remind one more time that I am here for you and I believe in you and I’m rooting for you but you have, 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. Now go press on.
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