If you’re going to build a business you really need to think long-term. One product can’t sell on a sustained basis – you need related and sibling products that can fill in the gaps of what people who use that product need on a regular basis. On this episode, Scott wants to walk you through 7 steps that he suggests for building a brand from the ground up. It’s a step by step process from product and market research all the way to ongoing sales and customer retention. You’ll get a lot out of this episode of the podcast – in fact, you should be sure to grab the transcript so you don’t miss anything.
Do you understand the difference between a product and a market?
Scott talks about this a lot on the podcast because it is vital: are you building a business based on a product or aimed toward a market? It is entirely possible to build a business around one product. But in Scott’s view, that is not a long-term solution that you can count on. The reason is that one product can lose its appeal over time but if you have multiple products within the same product in it or Market you will be able to maintain consistent sales in spite of downturns in the sales of one product line. On this episode of the podcast, Scott wants to help you understand the difference between a single product and a product line that can take over a product market so that you can be even more successful in your online ventures.
You need to know who your ideal customer is.
Once you have done the research to know the product line and Market that you want to reach with your products, you need to discover who is buying those products. That doesn't mean you need to know names and email addresses but it does mean you need to know the common characteristics of the people who are regularly buying those items. Are they men or women? How old are they? What other types of things are they interested in? As you are able to answer those questions you will find yourself getting a clearer picture of who your ideal customer is. When you know the characteristics of those people you will be much better equipped to position your product in the market in ways that are attractive to them. Make sure you listen to this episode so you can hear Scott's explanation of how to discover your ideal customer.
Content marketing can set your brand up for success.
If you are not familiar with the term “content marketing” you need to make sure that you understand it and know how to use it to advance your brand. The concept behind content marketing is that you are providing value to people through your resources and tools that help them understand the product market better and begin to view you as a valuable authority or resource within that market. When you can effectively do that you will gain the trust of the exact people you were trying to sell your products to and they will become more prone to purchase your product as a result. Content marketing is one of the most effective ways of building a loyal following of customers who believe in your product line. Listen to Scott’s explanation of how to use content marketing to advance your business and brand, on this episode.
Implement these 7 steps to build a brand that lasts.
Selling products online is not that difficult if you're willing to put in the work to build the foundation's necessary to support the success of the business over the Long Haul. On this episode is Scott is walking you through 7 steps that you can use to build an online brand that will weather the ups and downs of Market swings. None of the steps can be successful on their own, and none of them are easy. But if you break them down into bite-sized chunks you will be able to accomplish one at a time with the end result being an established brand and a somewhat automated system by which your products are promoted and sold. This episode has so much content you should grab a transcript so that you don't miss any of the details.
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to the podcast!
- [1:06] How trends relate to brands and which is best long term.
- [5:16] Scott’s overview of the 7 steps he’s going to cover and why they are important.
- [5:46] How to discover the niche customer for the products you’re interested in selling and ask yourself, Can you create a product line in this market?
- [14:47] What is an avatar and why is it important?
- ]15:12] How to use Google keyword planner and Google trends.
- [17:41] Starting to create helpful content around your product.
- [21:28] Find out where your ideal customer hangs out online.
- [23:17] Use your research to to gain followers and customers.
- [27:26] Create the basic sales funnel for your products.
- [31:15] An example of how a free contest could work to promote your products.
- [37:44] Consider the possibility of a digital product as well.
- [39:03] Why these are good long term approaches to building a business.
TRANSCRIPT TAS 249
TAS 249 : 7 Steps to Building a BRAND and Taking Over The Market
[00:00:03] Scott: Well hey, hey what’s up everyone! Welcome back to another episode of The Amazing Seller Podcast. This is episode number 249 and today we’re going to talk about seven steps to building a brand and taking over the market and we’re going to build upon what we talked about in episode 248. If you guys missed that I would say go back and listen to it because we talked about really markets and how we can serve products to those markets but also we talked about digital products and physical products and how we can create this hybrid. What I really want to do is…
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…walk you through these seven steps because this is more long term and it’s going to give you a bigger picture versus just looking at the product.
When we get started we’re thinking about product, product, what’s the product, what is it, what can we sell? That’s great but I think the long term we want to be thinking about the market and I want to break down these seven steps to really show you how we can build out this brand and create the different steps to discovering that market instead of just thinking about the product.
Now, let me just say that I know people right now, one of them is good friend of mine Dom Sugar. He’s been at this for over 15 years and one of his strategies is to capitalize on a trend and then take that product and sell it, make some cash and take that money and put it into his brands that he’s building in the private labelling. It’s not saying that it’s wrong, it’s just saying there’s two different thoughts here, there’s two different mindsets and there’s two different strategies. If you’re thinking about this as the long-term, that’s what we’re going to be talking about today but again, if you see an opportunity, a trend, you can either retail arb it, online arb it or even if you find something that you can quickly turn around and get to market and then cash in on that then go for it. I’m not saying I wouldn’t do that either.
[00:01:57] Scott: What I’m saying is when we’re thinking about that long-term really we want to think about building a brand and what it takes to put into that brand to make it really take over the market.
I say take over the market, again we talked about this in the last episode. It’s really how can we niche it down. We talked about being a guitar player. Well, there’s different types of guitar players and there’s different things needed for those different types of guitar players. One of them being a classical guitarist or an electric guitarist that plays in a heavy metal band. We got two different people here so we have to speak to them differently and there’s different products that can be marketed to them whether it’s digital or physical products but again just want to let you guys know that if you’re into grab a little cash on a trend, it’s okay, that’s fine.
The other thing I should mention is years ago, I say years ago, like three, four years ago. In internet years that’s like forever ago. There was a strategy out there that people were building just one website for one product and it’s kind of a niche website. Very, very specific niche website. Spencer Haws who I had on the show episode 240, which was a great show about building an authoritative website around a brand from nichepursuits.com, definitely go check out his stuff, he’s been at this for a long time and he talked about teaching this strategy and he even did this strategy for years. That was going after that one thing that people were searching for, buying a domain name and really just focusing on that product.
For example, if we were looking to just sell garlic presses, that’s it. We would go after bestgarlicpress.com. We would try to get that keyword because Google is going to help us, it’s going to rank better because of the keyword is in the url and it’s going to say best garlic press and when people are going to search for that it’s exact. Things have changed just like Amazon, Google has made some updates to their algorithm and all that stuff and that doesn’t work as well anymore.
[00:04:04] Scott: But not even to say that, to put all this energy into a website, do we really only want to target that one product or multiple products that could be served to that market? In this case, if we wanted to sell a garlic press, we would want to find the top 10 products that people are buying when buying a garlic press, right and what type of person is that. Are we going after the professional chef or are we going after the mother or father that’s cooking dinner every single night of the week but they want to have good kitchen tools?
We’re looking at going after not just the product but going after the market. Again that strategy still works. You can go after just one product, it’s going to be a little harder as far as ranking and stuff like that nowadays. It’s not as easy as it used to be, it’s still possible though. If you wanted to build out 10 websites that were going after this certain thing and not after the market, you can do that. I would rather take all that energy and put it into a site that is going after a market, just me personally but again it’s another strategy. Here’s what the long-term brand building looks like and I’m going to cover these in these seven steps.
This is just a good exercise to do anyway so whether you’re just starting, whether you are already up and running like these are still different steps that I would go through and do regardless. Just understand this isn’t just for someone starting it’s for anyone that’s just selling or wanting to expand that brand. Maybe you’re already selling on Amazon but you’re not selling on your own website yet or maybe you haven’t even thought about that side of things.
[00:05:47] Scott: Let’s kind of dig right in here. Number one is really again like I said discovering the niche that is buying products. Again, we have to think about this, how can we figure out that niche? Now, if you’re already selling a current product, get a little bit more specific with that product. Figure out who that person is. Before we just into that, let’s talk about like if we’re brand new and we’re thinking about how do we figure out a niche, the first thing is I always tell people to look at your touch list or look at your hobbies or look at the problems that you’re currently having with something. That’s a good place to start.
Your touch list is really a great place to start as well because when you start to write down everything that you touch on a daily basis, it’s going to make you aware of certain things that you wouldn’t be aware of. They’re just like common to you because you’re touching them, your hobbies, the same thing. I talked about me being a guitar player, that opening up an opportunity to where I was looking at a software that I was using called Garage Band, then from there looking at these music loops that I was using inside of that program, talking about all the different accessories, picks, guitar stand, strap. Actually I just bought this for my new… I’ve got a new room that I’m using as like our bonus room and I’ve got a couple of guitars I’m hanging so there’s a couple of these hooks that hang on the wall, your guitar that are padded.
Again, there’s all of these different things are coming to me as a guitarist but I wouldn’t have known that if I didn’t have my touch list, I would have known it because it’s my hobby as well but you see what I’m saying. Like if I touched that I’d like, “I touched the guitar, I touched putting the hook on the wall for my guitar. I touched my amplifier.” All of these stuff that I touched that day would be on my list. Now you guys that are longtime listeners have probably already heard me talk about that but I think it’s good to do that again.
[00:07:42] Scott: You’ll be surprised just like some other ideas like fishing would be something, if you just went out and you went fishing with your kids or maybe you just went fishing because you enjoyed it, you’re fishing, that’s a market. Guitar, I just talked about that, cooking, golf, model trains, scrapbooking. All of these different things are markets and this is how we can discover that niche.
Again, depending on if you’re already selling something, look and reverse that back and look and see what your market is and can you niche that thing down, can you tailor that to a part of that market, not just the entire market? The other thing could be if it’s a product based, let’s say for example you have a vacuum cleaner and you have parts that you have to buy, replacement parts for that vacuum cleaner, maybe it’s a new roller on the bottom of it or maybe it’s a filter or maybe it’s a new hose or maybe it’s an attachment or whatever, that’s a vacuum. That would be a product based, a blender another example.
I’ve got a Vitamix, I know they’re pretty expensive. I know people that spend money on a Vitamix, they’re pretty serious about their shakes and they’re willing to spend some money. Maybe I have, this is a great example, actually an example of a blender, this just kind of came to me as I’m sitting here going through my notes but if you have a blender, we talked about digital products and physical products. If you have a blender, you’re not selling a blender maybe but you’re selling accessories for that blender, maybe you come up with something new that helps you measure your certain ingredients for your blender but it’s really high quality for Vitamix person like myself or maybe now you get with a nutritionist and you come up with certain smoothies that you can use within the Vitamix and now you can use that as digital download or you can use that as a digital product an e-book or Kindle book.
If you guys didn’t listen to the last episode that’s why I’m referencing back to that, I talk all about that. Again, just as an example as I was going through all of this, hot tubs, just another example. Hot tubs need maintenance, I know because I own one. You’ve got chemicals but I wouldn’t say sell the chemicals but I would say on the hot tubs you can sell filters.
[00:09:57] Scott: You could sell the steps that go up to them, you could sell a cover, you can sell all of those different things. You can skimmer, you can sell a little handheld suction type of vacuum that gets the dirt out of the bottom. All of these different things people need for hot tubs. There’s also things that you might need to hook up the hot tub, there’s a circuit panel. Again, these things aren’t sexy but these are products that could be potential products inside of a product based market so hopefully that makes sense.
We’re looking at hobby stuff like fishing, guitar, cooking, golf, model train, scrapbooking, that type of stuff but we also have products or markets that are around product based, different markets are inside of those. Just want to give you more examples on how you can discover a niche or ‘nishe’ depending on where you’re coming from. I know Dom Sugar, he’s Canadian so he’s’ nishe’, I’m niche, I don’t think it matters, market.
The other thing is the number one question. The number one question that I think all of us should be asking is can you create a product line in this market? Let’s say that again, number one question, can you create a product line in this market? That’s a huge question. The product line could be a mixture of digital and physical products or just physical product, that’s fine but you got to ask yourself does it lend itself to this stuff. If it does, onto step two. Really right now we’re looking at all the signs and all of the different things in the discovery phase but, and number two is where we’re going to really discover our ideal customer and that is step two here.
How do we discover that ideal customer? Well, number one if you’re that customer, you already know that one because it’s you. If you’re going after a market that you’re not I’m not but you’re kind of just want to go into it because you see that it’s a great market, that’s fine but you have to then be able to tap into someone else that’s in that market. I used my son as an example in the last episode, talking about him training for baseball and basketball.
[00:12:02] Scott: I hired a trainer. Well, that trainer could be my expert that I’m going to tap into, that I’m going to be able to discover my ideal customer. I might ask them questions, “Hey, can I have an hour of your time? I’ll buy you lunch.” “Can I have an hour of your time, I’ll pay you 50 bucks.” Then you just figure out what is their ideal customer.
I’ll give you another example. If I was going to go into pest control type stuff, my wife’s cousin, they own a pest control company, guess what, I sit down, I have dinner with them and I say, “Tell me all of the top questions you guys get from a home owner in a pest control business. What is it?” I would make a list of those, I might have them on as an expert but anyway, I’m hiring them or I’m getting into the minds of the ideal customer. Who is it? Really having a vivid picture of who this is but also an extensive amount of data as far as what their paying points are, what their excitement is for.
All these different things because we want to know what makes them move. We want to know what makes them want to search for something. Another way you can do this is just go to our good friend Facebook and start looking at Facebook fan pages or start searching for groups. Get involved in these pages, get involved in these groups, the data is right there. Another big one is go to some of the products that you’re thinking about could be a potential fit and look at the Amazon reviews. Amazon reviews of the customers who have purchased this product. It’s going to give you great idea of who that person is, who is the other person on the other end buying the product. What’s their languaging? All of that.
Another place is go to bigger websites that are in your market that are selling similar products, look at their reviews on their ecommerce site. A lot of the bigger players have review systems because they know how powerful it is on their own ecommerce site, look at theirs. Look at forums, believe it or not forms are still out there.
[00:14:00] Scott: Use those and then make a list of potential products by also reading and seeing what other people are talking about, what people are excited about, what people are complaining about or, “Hey, I purchase this to use for a business meeting.” Now you know this product that you’re looking to go into is for business people because they’re buying it for business related stuff.
The other little tip here for you is also if you’re looking at Amazon or even on an ecommerce site that has this feature built in frequently bought together, look at that and that’s going to help you discover the type of products that are being offered to this ideal customer. That’s number two. Discovering who your ideal customer is. That doesn’t mean it has to be one person but to start you should start with an avatar of that person like how old are they generally, between what and what, figure that out and then this way you can create different products and different messaging in your content when you get that far in this process that you’re going to be able to really pull in the right customer.
Step number three is look at Google planner. You look at that tool that is inside your ad words accounts, it’s free to sign up, it’s a Google planner tool. It used to be called Google keyword tool now it’s called Google planner tool. Also look at Google trends, all right by typing in your keyword. You’re going to also see a lot of data around that keyword or that market. Then you want to look at the keywords that Google planner gives you and then what it’s going to do it’s going to probably give you a good sense of the market by other searches that are related to that one search.
Google is all about relevancy. If you put it garlic press it’s going to give you a whole bunch of things around garlic press. This may give you other ideas for products just by looking at this or some paying points or some things that people are searching forward to use the product.
[00:16:02] Scott: Again, this is a way for us to understand the niche that we’re thinking about going into the market, the ideal customer that’s going to be buying the product and then being able to see exactly how to message those people, when we’re doing it through our copy, whether that’s in our Amazon listing, whether that’s in our e-commerce store, whether that’s in an email form, whether that’s in an email follow up, whatever it is it’s going to help us communicate better and also give us a sense of the market.
Another great resource is eBay. eBay again is a buyer's search engine. Look at frequently bought together, look at the different feedback that they’re getting on a listing. You also want to look at magazines. If you go into a supermarket you’re going to see magazines there still, they’re still there, they’re there. The magazine is a market or a niche and then from there you can see the ads that are being placed inside of there. You can also see the topics that are being discussed. Big box stores, go into a big box store and see all of the different categories in that market. If you’re selling a garlic press, you’re going to go down the kitchen isle. If you’re going to sell accessories for vacuums, well you’re going to go down the home section area with the vacuums and that type of stuff, the dust busters. All that stuff. The cleaning tools, the household goods. That’s what you would do. Again, it takes work but this is how you can really understand that market that you’re going into so moving forward it’s going to be that much easier.
Number four, step number four is taking that data and the information we’ve already received and now this is where you can create some helpful content. This is where a blog comes in handy or a website. Then you can start posting ‘how to’s’ because now you know what your market is using it for or using the products for or struggling with.
[00:18:03] Scott: Now you can answer those questions and if it’s not you, you find the answers for them and you put them on this resource. Frequently asked questions, that’s another section that should be on that blog or that website. Again, knowing what the frequently asked questions are is by you doing the research and then understanding that market.
Using Google, again using the Google keyword planner tool to see what people are searching for. You can see the search volume there, you can see how competitive it is if you’re going to do any ads for it. Another great tool from my good buddy, Spencer Haws is Longtail Pro from nichepursuits.com. Another great resource to learn a little bit more about figuring out the different long tail keywords that people are searching for because it’s easier for you to then rank these but also it gives you a little bit more precise search terms that people are looking for.
Again, remember if we’re just putting garlic press up and we get ranked for it or we get people that find us, that’s great but what if we had stainless steel garlic press, six inches. If we had that one and we knew it had good volume and then we were able to target that precisely, it’s going to be that much more related to that search and then that person that’s looking for it is going to say, “That’s exactly what I was looking for.” It’s so much more relevant rather than just garlic press.
That would be going and using a tool like Long Tail Pro or just using Google planner, Merchant Words is another one you can play around with. There’s a few of them out there. You could also hire a VA, a Virtual Assistant. Go to Upwork.com and say, “Hey, I want you to go and look into this market for me, I want you to find the top 10 questions that are asked and I want you to also find 10 things that they should know that they’re not asking in this market.” That’s all you want that VA to do.
[00:20:01] Scott: You might spend $100, $200, maybe even 300 bucks to have that done but it’s going to be so worth it because that can also help you create content. Now if you’re able to get that content created, now you have different resources that people are going to be able to find, they’re going to be able to use and then from there it’s going to help them want to buy through you through that process. You’re not just saying, “Hey, I sell this, buy this.”
It’s like if you sell guitar accessories and you’re just like, “Here I sell guitar straps.” If you had lessons teaching your ideal customer how to play certain songs that that customer is into or certain chords or certain exercises and then you have guitar straps that you sell, there’s a better chance of them buying through you because you’ve given them value. It’s just the way it works.
That’s another, just a little tip there for you but Amazon pay-per-click data, if you’ve already been selling a product in this market, you’ve got that data. You’re going to have some there and that’s a great place to start because then you can kind of say, “Wow, there’s a ton of information, a ton of impressions around these search terms. I should probably create some content around them because then I could also get found on Google or Bing or Yahoo as I’m punching this out,” or if you get people in on an email sequence, you can then give them this information and that helps them along in this sales process, in creating your sales channel.
Now moving on to step five. Five is really finding where they hang out. We’ve already kind of done this and that’s why I’m coming back to it but it is step five because here is the deal, if you’ve just went after a few Facebook pages or group or something, this is where you really want to spend time and just find all of the, not just big ones but the more direct ones, the ones that are more really specific on your topic and that, like I said, is Facebook fan pages, the groups, the forums, the podcasts, YouTube, Instagram, Pinterest.
[00:22:04] Scott: Now what you can do is you can reach out to those admins not just the audience. Then you can start to help them bring more value to their community and that’s where you can create different resources that you can give them or if you have a product already that’s selling you could offer to give that way for a contest or any of that stuff.
This is where I call this our pond. This is where we’re finding our pond where we’re going to fish. This is where you need to find out where they’re hanging out and we’re going to call this our pond of people that are really, really related to our market. Again Facebook pages, groups, forums, podcasts, YouTube, Instagram, Pinterest and I’m sure there’s more. Find out where the bigger players are, not just bigger players I would say the more precise, the more directly related to your market, those are the ones you want to go after and again create this relationship with the admins but then also be aware of what your market is wanting by looking at these different platforms and that is where we call this our pond that we’re going to be fishing in.
Moving on to step six, we’ve found the pond. We’ve got this nice, big pond but now we got to put something out there that’s going to attract our ideal customers. This is like the bait for the fish and again we’re going to need to figure this stuff out and by doing the research that we’ve already done and finding out what the how-to’s are or the FAQs. What is the big thing? What are the top 10 ask questions that people are struggling with that they need the answers to that you can then deliver? That’s going to really be your bait.
Now, there’s different things that you can use. I’ll just give you a couple of examples here. You can do a free checklist or a cheat sheet or a guide that helps them.
[00:24:02] Scott: Again if we’re talking about fishing, it could be a checklist for 10 things that you need to know about fishing for Walleye, I don’t know, I’m just throwing it out there. Then you can say, “Download our checklist to make sure that you have everything for the next time you go out.” Something like that. I’m sure there’s a better way to frame that but that’s totally off the fly there. We’ve got a cheat sheet like I said.
A cheat sheet, people always like to see like, “What’s this quick little guide that’s going to give me on how I can either catch fish faster or they’re going to bite better.” Maybe even it could be a guide on the 10 things you need to know before purchasing that expensive fishing rod or a certain style of fishing rod or something like that. You get the idea. Something useful that they want and the way that you’re going to know that is by looking at all of the different things that we did in step four where we’re going to be able to find out how-tos or we’re going to hire that VA that’s going to get us those top 10 questions or the 10 things that they should know, that type of stuff.
The other one is a free plus shipping offer. What this could be is if you have a physical product or maybe you have a physical product and then you say, “You know what, I’m going to create something that’s really inexpensive that I can give away for free and just have them pay shipping and handling.” Then on the backend of that we can go ahead and we can sell them our main products or some of our products in our product line. That would be a free plus shipping offer. In the supplement world it works like you get one bottle free plus just pay shipping then after that you might get a sales bumper and an upsell that says, “Hey, if you want to receive 50% off two bottles, click here.” Then they can go ahead and buy two bottles for the price of one, something like that.
Contests to do a giveaway, that’s another great way to be able to put out again some value, some bait as we call it to get people in that we want, that we know that are interested in our products or in our brand.
[00:26:03] Scott: A contest is a great way to do this. I might go back to my buddy Mike Jackness. He did this with coloring pencils/coloring books where he gave away coloring pencils for the adult coloring market and from there he’s able to generate a huge amount of buzz and get a ton of email subscribers and then give away one set. That was the cost of acquiring those leads. Then he also was able to recoup some of his money through a Facebook ads as by offering a special discount to anyone that didn’t win in that contest. It’s another great way but again, we have to know what our customer wants, period. If we know what they want it’s going to be that much easier to give them the bait that’s going to attract them.
I know it sounds kind of weird, the bait but it’s true. We want to attract them. We want to attract them because if we do there’s a good chance that we’re going to be able to give them value upfront and get them excited and then possibly buy. Again that could be a free checklist, that could be a free cheat sheet, that could be a guide. It could be a free plus shipping offer. It could be a contest to give away the product and then on the backend of that you can start educating them through some of your content that you’ve created. There’s all of that stuff. We need to know where they’re hanging out in step five but then we need to know what is going to really attract them and get them to want to engage with our content or opt into our email list or any of that stuff but that’s step six.
The final one really goes hand in hand with everything that we just talked about but that’s really creating your basic sales funnel for your products. Now, if we did everything through step one through six, step seven is going to all come together. Really it comes down to knowing what they want and then giving it to them but then creating that. It’s one thing to know all that stuff but then if we can create our own basic sales funnel for our products, now we have something we can control and it’s not just dependent on Amazon.
[00:27:59] Scott: Now, again, if we got both of these running, that’s a beautiful thing. We’ve got Amazon running, we got that whole thing, we might be on jet.com, walmart.com, we might be on Etsy, we might be on eBay, we might be on all these other channels which is great but now we also have our own channel and this here we can control. Now we can control the ads that we’re showing in Facebook or maybe on Pinterest or maybe on Instagram or any other media buy that we want to do because now we have the components to create a sales funnel for our ideal customer.
Again, I’m just going to give you a couple of examples, a free offer. The free offer might be like right now we’re doing giveaways for our Amazon businesses, most of us are. A basic funnel for that would be giving your product away through a Facebook ad for a dollar or two dollars, whatever it is, capturing the email address, giving them a one time use code and now they’re going to buy through Amazon. That’s a basic funnel that’s still going through Amazon. If you’re doing that, it’s a great way for you to then build that email list on the side but you can also do this is it was just driving people to your own website with the same free offer or it could be a free plus shipping offer, a little bit more advanced but that would be “Here, receive this free, get the discount code.”
Then on the backend of that we can then show them another product that’ similar to the one that they just purchased that compliments it and then offer a discount on that or the one product that you gave them it warrants giving them a three pack and then saying, “Well, you just bought one for a dollar, we gave you that great deal or free, here’s an offer for three of them that’s normally sell for $29.95, you can get it today for just $17.87.” I don’t know. I just threw that number out there. You get what I’m saying right. That’s another basic sales funnel that could then recoup some of your ad spend but then also get buyers in the door.
[00:29:57] Scott: The thing is here though on this step right here, you need at least one product obviously to sell but it’s better if you have two or three. Again if you’re just getting started and you have that one product, think about what would be a really cheap, inexpensive frontend thing that you can give away for free, still valuable but then could go and work hand in hand with your more expensive product. It’s another thing to maybe think about because again, if you can do that then you can just buy that item for a dollar that you’re buying and then maybe it’s valued at $15 but you’re giving away for free plus shipping and then on the backend of that you’re going to be able to give them your product at a discount or maybe just the full price. Again, there’s some different things that we can do here in step seven, we’re just scratching the surface but everything I just covered there gives you the full picture of like the different steps and the different phases of figuring this all out.
Now, whether you’re just starting on Amazon or whether you’ve been selling for a year or two, these are definitely things that you can tap into and then branch out and start to communicate with your market and learn more about your market so you can then roll out more products to them and give them more value with content and all that stuff.
Let me run you guys through really quickly on how that free contest would work again. Here’s just an example because I know a lot of people like to say, “Scott, I’d like you to break that down a little bit more in detail.” Here’s how it will work. Let’s say we had an ad that said, “Win a free $100 fishing pole.” Big letters, you see the fishing pole, it’s beautiful, you see the reel, it’s beautiful. Number one, step one would be to run Facebook ads again, targeting the pond that we’re targeting that has the fish in it that we know we want to catch. Let me just go back to that analogy. If I was going to a pond that didn’t have any catfish in it, why would I go there to try to catch a catfish?
[00:32:01] Scott: I’d go there to that pond if maybe there you could catch maybe a bass, largemouth bass and I would say, “Yeah, that’s where I’m going.” I’m not going to go to the pond that doesn’t have the fish that I want to catch in it. I hope that makes sense and I’m sure it does so I’m going to move on.
Again, it’s really important though to go after the pond where the people are hanging out, the area where people are hanging out. Run Facebook ads from those different groups or those different fan pages, those different types of people to target those people. We’re going to send them to a landing page with that offer, the same offer that they’ve seen in the ad, “Win free $100 fishing pole.”
Step number two on that landing page is going to be, “Enter your name and email address to win.” You’re also going to have details on there, this is kind of step three here, “Select the winner after seven days.” You may even want to have on your thank you page to say, after they submit their name and email address, to say, “Hey, thanks so much. We’re going to be announcing this on August 28th at 4 o’clock pm, Eastern Time so stay tuned and we’ll let you know if you’re the winner.” Something like that. Again giving them a time is important because then it will make people think it’s coming up, it’s soon not like it‘s going to happen a month from now. I’d keep it within a seven day period.
Four, you’re going to then email the winner once you pick the winner. Obviously you want to let them know you won. You’re going to give them $100 fishing pole.
Now, five, you’re going to email the non-winners with a 20% off discount. You’re going to say, “Hey, sorry you didn’t win. I appreciate you taking the time to enter and I know you’re an avid fisherman.” How would you say it if you’re a fisherwoman? Maybe you’re still a fisherman, not quite sure on that on but you enjoy fishing. You’d say, “What we want to do here is because you took the time to do that, we want to extend a 20% off discount on any of our products or maybe just on this particular product and just to say thank you so have an awesome day. If you have any questions let us know, take care, bye.” Boom done. That’s it.
[00:34:06] Scott: Then six, step six is email three days later after the contest is ended, after you’ve offered them the 20% off discount and follow up with some really good valuable content. Maybe this one here is going to be the top five bass fishing tips in 2016, your top five bass fishing tips, you’re going to give them that. They’re going to open it up. Why are they going to open it up? Because you know your target market is looking to go and fish for bass or if it’s trout or whatever it is, it’s going to be because you’ve done your research.
Step seven is email five days later after that last email with another piece of content that’s going to say, “How to clean your fishing pole in less than 10 minutes.” Again, if we’ve done our research, we know that our market has these high-end fishing poles. If you have a high end fishing pole, you probably want to clean it certain ways. I’m not sure of this, I’m guessing but I’m just saying it makes sense. If you spend $100 or $200 or $300 on your fishing gear, you probably want to find out a way to keep it good and preserve it. Maybe there’re certain chemicals you shouldn’t out on your fishing pole because it could make it weaker over time, it could break it down or whatever. Just be creative but think about again what you’ve learned through this research phase of your ideal customer.
Then basically you’re going to create an autoresponder inside of MailChimp or Aweber or any different autoresponder that you want to use and you want to create 30-45 days of content, not every day. You’re going to spread that out, maybe every few days but what I like to do is a ratio between like 3:1 or 4:1. What that basically means is for every email that you send out, you want to send three pieces of content that gives value and then the next one, the fourth one, would be a pitch. That’s usually a good balance.
[00:36:01] Scott: Now, that doesn’t mean in all three of those that you give out, maybe point them to a blog post, you can’t mention your product in there. You can subtly and you might naturally do it anyway like I you mention your fishing rod, you might put a hyperlink that goes over to your fishing rods page and maybe at the very bottom you say, “Go ahead and check out our store today,” or something like that. You’re naturally wrapping the content around your products without really coming out and saying, “Go check out my products.” You’re giving value in the blog post but then at the end or even throughout it you’re able to link over to your products.
In that fourth one that you’re going to send in your autoresponder, that could be a direct pitch, “Hey, we’ve got a 25% off sale on all of our fishing products this weekend only.” Something like that. It goes out on a Friday, boom, there you go and it’s automated. This again, you lead people in through the content, through the bait that you got them to sign up because you were looking at the pond you were fishing at, you knew the bait and then from the bait you’re able to get people to opt in. When you get people to opt in they get into your email sequence, in the email sequence you have creating value then you have pitches that are in there. You can see how the whole thing works. This is the true way in my opinion of building a business and a lot of it can be automated so this can be running behind the scenes and then all your job is to go out and find out new ponds to fish in, that’ it. That’s all you got to do because it can.
Once we figure out what our ideal customer wants, it’s that much easier to attract them and it’s that much easier to give them what they want so they move through the process. I can’t stress that enough, all right. Now again, there’s a possible digital product here. Let me throw this out there again, just coming off top of my head but if you were doing this in this fishing market, guess what we can probably have? A monthly newsletter of fishing tips from the top fishermen in the Northeast or something like that or you have an expert interview with a professional fisherman or something like that.
[00:38:12] Scott: Maybe you charge $9.95 a month for that and you can have a yearly subscription. It’s a digital magazine in a sense. Again, I talked about this in the last episode about digital products. There’s always ways that we can think about how can we add additional value to our customer? That’s number one and number two how could we create a revenue stream from that? Again, we can have a Kindle book that we talked about in episode 248, the untapped opportunity in digital products and physical products combined. A Kindle book could be maybe the fishing tips and then you could offer that to them as they go through that autoresponder or through your sales channel.
Again guys, I went a little bit longer on this one, didn’t intend to. I figured this would be about 20 minuter or maybe a 30 minute at most but there’s a ton to cover here because again, when we’re thinking about like the long-term, these are things that I think about. If I was coaching one on one which I don’t do, this is what I’d be looking at. I’d be looking at, you’re coming here with this business already created, this is what we got to look at. You’re coming to me with no business, then this is where you start. It’s like going through all of these different steps needs to be done whether you’re starting or whether you’re already selling. It’s very, very important to understand this process and really see how to build a bigger brand than just having one product that you can sell on one platform.
Hopefully this has been helpful. I know I covered a ton, I probably should recap here real quickly. One, discover a niche that is buying products. Two, discovering your ideal customer. Three, use a tool like Google planner or Merchant Words or Google trends to discover different keywords that they’re searching for but more importantly what they’re searching for, looking in places like eBay, Etsy, magazines, big box stores.
[00:40:17] Scott: Look at your Amazon pay-per-click data. Look at the data that’s already out there that you can then get a better grip on your market. Four, helpful content. Again using a blog or a website works really well for this. Creating how-to’s, the FAQs, again hiring a VA to get the top 10 questions that are asked answered and put them into content or the 10 things they should know, maybe some videos. Five, finding where they’re hanging out, “Where is the pond or where are the ponds that I can go fishing in to find my ideal customer.”
Then six, what bait are we going to use once we find the pond? What is it that they want? What is it that they’re attracted to? Then seven create a basic sales funnel for your products and then really, it’s all about continuing to understand your market so you can continue to give them more of what they want. It’s really that simple. I know it’s not that simple as far as putting it all together but if you break this down and if you chunk it down like anything, it’s going to be that much easier for you to do.
Now, you guys know that I just covered a ton, I’m going to have all of this in the show notes or the transcripts or both. You can head over to theamazingseller.com/249. You can find all of those over there, the links that I talked about, everything is going to be over there. This is probably going to be one you’re going to want to download the transcripts for because there’s a lot I covered here and it’s very, very valuable. It’s kind of like a roadmap for you to take and apply to your current business or a business that you’re just starting and I think for the long term, the long haul, this is what I’m looking at and it’s what I’ve always looked at going all the way back to when I first got started here online, just over nine years ago.
[00:42:00] Scott: It hasn’t really changed other than there’s different ways we can discover this information. Guys, that’s it. That is pretty much going to wrap up this episode. Again remember the show notes, the transcripts can be found at theamazingseller.com/249. I only ask one quick favor today, if you found this valuable or any of my other episodes on the podcast, do me a favor and share it. Share it with people that you think would get value from this information. I really I’m a believer of paying it forward and helping as many people as we can create business that can allow them to live the life that they want to live and also help other people put more good into the world as far as a brand because that’s really what we should be thinking about.
It’s how can we create a resource for people to go when they’re looking at buying products in this space? Whether it’s a guitar player, whether it’s a scrapbooker, whether it’s a golfer. Think about it that way and I’m telling you it will be a lot easier and it will feel really, really good as well.
Alright guys, that’s it. That’s going to wrap it up. 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 and I’ll see you right back here on the next episode.
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