Is it possible to get in on the success everyone is talking about in the e-commerce space today? Isn’t it reaching a breaking point and getting too crowded? No! It won’t be easy, but if you are willing to put in the work, success can still be achieved. On this episode of The Amazing Seller, Scott walks through a seven-part plan that will help business leaders like you compete in a saturated market like Amazon and WIN! If you’ve been wondering how to get started and position yourself for success, you don’t want to miss this episode!
Find your niche market
One of the best ways to set yourself up for success when entering the e-commerce marketplace is to find a niche market. This means drilling down to more and more specific subgroups and areas of interest. Instead of just selling fishing equipment, go deeper with equipment specifically designed for fly fishing. Or instead of just selling backpacking gear, go deeper with long distance backpacking gear. The further you go with a niche group the better ability you have to cement yourself as the expert or go to vendor for that audience. To hear Scott go further with this concept, make sure to catch this episode of The Amazing Seller!
Connect your brand with a story
If you want to see increased sales and a loyal following for your brand, you’ve got to put a face and a story behind it. If you aren’t fascinated and deeply connected to your niche market, find someone who is and have them be the face of the brand. Don’t fake it! People can smell that from a mile away. Pursue a niche market that means something to you or partner with someone who's passionate about that area of interest, then tell the story of why you started your brand. If you can connect your brand to a person and a story, you’ll go far. Listen to this episode of The Amazing Seller to hear Scott explain this topic further.
Be consistent with your content!
One of the best ways to LOSE a following for your brand is to produce content inconsistently. This happens to many business leaders who get fired up about putting out a blog or podcast but they don’t have a schedule and they don’t have a plan so they haphazardly produce and publish content. That is a recipe for disaster! Make sure you create a plan and stick to it BEFORE you gather an audience for your brand. Look at Scott’s example, he regularly publishes content for the TAS community on a consistent basis. If you’d like to hear Scott go into depth about consistent content creation, make sure to catch this episode!
Build an Email List
If you’ve been around the TAS community for very long you know that Scott is passionate about helping business leaders like you see the wisdom in building an email list. If you want to see success and build a brand, a great way to do that is to connect with your audience through drawings for prizes associated with your niche market. It would look like this, target Facebook Ads to a page or public Facebook group that emphasizes Fly Fishing. Have that ad entice people to click to enter their name for a special fly fishing rod or tackle box, once they click on the ad they will find themselves on your landing page where they will enter their email address to be included in the drawing for the prize. Now you have your email list of people interested in your niche market, it’s that simple. If you’d like to hear Scott explain this idea further, listen to this episode of The Amazing Seller!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [6:00] Drilling down into a niche market.
- [9:00] Find your target audience.
- [10:30] Who is the person behind the brand? What’s the story?
- [15:00] Content Creation.
- [17:00] Publishing Strategy.
- [21:30] Create a customer journey.
- [26:00] Be consistent with your publishing routine.
- [30:30] Build an email list.
- [33:30] Listen to your audience then make the ASK.
TRANSCRIPT TAS 356
TAS 356: How to Compete in a Saturated Market on Amazon and WIN! (7 Step Plan)
[00:00:02] Scott: Well hey, hey, what's up everyone? Welcome back to another episode of The Amazing Seller podcast. This is episode number 356 and today we're going to talk all about how to…
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…compete in a saturated market on Amazon and win. Is it even possible? Well I’m going to give you guys a seven step plan that we're actually following right now, as we speak in a brand new brand. Wow, that's kind of strange there. A brand new brand. Yeah, so we are going to be talking about that and give you guys a little teaser here. The next episode, 357, I'm going to actually walk you through exactly, exactly how we launched this new product and received 154 sales in 5 days and we did not even give the product away for free.
So you're going to want to definitely come back and check that episode out because it's going to build off of what I talk about today. A lot of what I'll talk about in that episode the groundwork is really what I'm going to talk about today. That is the seven step plan. Now there is a long term play here and there's also a short term play, depending on where you are and what your goals are for your business… Now I'll give you an example, if you are looking to build or not build a brand and you just want to go out there and just find product that's selling and then sell it, that's totally fine.
Now we have an open brand which we're working with, you guys probably heard me talk about it with Dom Sugar and we have one product in there right now that is selling really, really well and it has like three reviews and it had no reviews and it was selling still like 25 or 30. Now I'm not saying that that's going to happen for everything but, it can still happen if you do good product research and you find markets that are not saturated.
[00:01:58] Scott: Now I'm talking today about, if you want to go into a market that’s saturated in a sense or has competition, you still can do it but it is going to be more of a long term play. A long game, as I call it and I'm going to give you those steps. But if you want to go out there and just jump in on a trend right now or if you want to jump in on some products that maybe people haven't already launched yet, you want to be first ones to market, that's fine. The thing is, is you’re probably not going to build a brand around that trendy thing. Now, does it work? Yes, you can still do it.
We're actually doing it right now. Like I said, the last I checked, we ran out of inventory four different times. We were ordering 500 at a time, we blew out of those things in no time and then we just placed another order for 1,000 and one of the big things that we're having a problem with, is we don't want to over buy just in case the trend goes away. So that's the other scary part of jumping on a trend is that it could be over tomorrow and then you're stuck with 3,000 units. So that's not what I’m talking about here. What I'm saying is, you got to play it safe which we are doing but we're definitely not going to build a brand around this one particular product. Maybe around the market a little bit and that's the beautiful thing with the open brand that we've talked about before and we'll be doing more.
I'm going to have Dom come back on and we're going to go through that whole open brand concept again. I will link up the discussions that we've had in the past on the show notes page to this, about the open brand. If you guys want to learn more about that or even just listen to a past episode. I mean the open brand is a great way to get started and this way here, you don't have to put all your eggs into one basket as far as a brand. When you start a brand, you're really kind of going all in because now you're anticipating that your product is going to sell well and then from there you're going to be able to build and stack other products on to those or kind of like upsell and cross sell and all that stuff within that brand.
[00:04:01] Scott: That's what really what we're talking about. Now our plan for this new brand is to go big. We're talking like we want to build this into a seven figure brand. And I say we, I have a partner in that and also Chris Shaffer is a partner in that, so we are going all in on this and hopefully, fingers crossed, we have a really good feeling about this but everything that I'm going to be covering here today will give you that framework. That if you want to compete in a saturated market on Amazon or even just in ecommerce, you can do it and you can win. It's just going to be a competition in a sense and what do you have that your competitors don't and one thing that we have and I'm going to cover those seven things or those seven steps but what we have, is we have all of the pieces to really make this work because of the partnerships.
We just really complement each other well and I think that's what's going to make the difference. But let me just go through those seven steps with you. That's really what I want here. Again I want to jump right into what they are so you guys have them like step one, step two and you can see exactly what I'm thinking but again I want you guys just to remember, this is the long game plan. This is a brand. This is not just an open brand where we’re going to just launch any products that we see, that we can just go in there and sell which we're still doing that as well.
It doesn't mean you can't do both. But when you're going in on a brand, remember we're going for the long game, the long term play. It's not just about selling something today and profiting tomorrow. It's going to be, it's going to take work and it's going to take time and that's fine by us because we know that that's what's going to win the game. So let's kind of dig into these seven steps and if I didn't mention that, I don't think I did mention it. The show notes guys, theamazingseller.com/356 and you can get all the transcripts for this, you can get the show notes and you can get ‘the seven step plan.’
[00:06:02] Scott: Okay, so building a brand. How to compete in a saturated market on Amazon and win the seven step plan, here we go. Number one is you have to niche down or ni-she down depending on where you're listening from. If you're in the U.K, it’s ni-she and or maybe even Canada and or it’s niche. But we're just going to talk about niching down. Basically meaning, we're drilling down into the market. So let me give you an example, if we go into the fishing market, that's a massive market or I’ll give you another example, what if we just go into sports and outdoors, that could be camping, that could fishing, that could be hunting. So that's like a main thing. That could be hiking, all of these different things.
If you walk into an outdoors store, they have a fishing department, they have a hunting department, they have a hiking, camping like all these different ones. So now what we're going to do, is we're going to pick one of those. So let's say, okay we're going to dive into fishing. So now we've just went down one level deep outside of the big main thing. We've carved out one part of the market or this huge market and then we said, we're going to go into fishing. But now in fishing, we can now drill down further there. We can be in bass fishing, we can be in saltwater fishing, we could do fly fishing and eventually yes we can do them all but when you start, you really want to be really focused on one particular area.
You want to be focusing on, like if I was going to go into the fishing space, I would find out or maybe it would depend on some of these other aspects which I'm going to cover, which one I would drill down into. But let's just say it was bass fishing. So then I know a lot about bass fishing, I don't but if I did that would be everything that I would gear things around. There are certain bass hooks that you want to buy for bass fishing. There's certain leaders that you want to put on. I think there are or catfish there is for sure because they'll come up and cut your line.
[00:08:02] Scott: So, there's all of these different things, these different tools, these different pieces, these different techniques which I'll get into here in a minute when we start talking about content and stuff. But I can really, really just drill down deep into bass fishing. So I just went from this huge market of sports and outdoors to fishing to bass fishing and now I can drill down into bass fishing. And that's what my brand will be about. If I wanted to, I could just be about bass fishing, period. Or if I wanted to, it could just be fishing and then I could start as one of my niches inside of my, it's like a sub niche would be into bass fishing. So just to give you a high level view but then we're going to narrow down into the market that we're going to go into and that's what we've recently done.
So now, the second thing is, this is step two, is you need to find the target audience. Who is the audience? Who is bass fisherman? What is their age range? Is it a male, is it a female? What's the time of year that bass fishing is most popular? Like these are the things that I need to find and it's really easy to find nowadays. We have Facebook groups. We have fan pages. We also have Instagram.
We also have Pinterest. We also have YouTube. We have all these different places to let us see where the market is and then we can start to see who the market is. So we find, we find the target audience and then we see who the target audience actually is. Does that make sense? I hope you said, “Yes Scott, it does.” Because it does make a lot of sense. We’re taking this market and then we're establishing it, we're niching down and then we're finding where they're hanging out, we're finding our audience then from there, we're actually establishing who our audience is.
[00:09:59] Scott: If you get a little bit more advanced, if you start playing around with Facebook ads, you can find out that audience really, really quickly by just running some experiments with using Facebook Ads, which we're not going to get into here. That would be another thing that we could do. Everything I'm talking about right now though, is going to make a lot of sense in the next episode because I'm going to actually share with you how we actually did this and kind of how that came about. Now again, I'm not going to give you the actual product. I'm not going to give you actually market and all that stuff, but you’re going to understand what I’m talking about and I’m going to give you exactly what we've done up to this point.
So let's move on. So step three, is a front person. If you can find someone to be the front person of your business, to me that’s going to be a huge advantage. Now my good friend Mike Jackness, he talks about this openly. He is in the adult coloring space. He found someone that he knew, that was into adult coloring and then now that's the person behind the brand. That's the person that shares the story and that's the other part of this. When you find that front person, you want to have a story. Why is that person the one that's the front of the business? The story will help you and if you've ever watch the show The Profit, that's a great show because they always talk about story.
What's the story about the company? If you have a really good story and then that story lends itself to a charity, boom, game over. Like that's going to be even better and actually there's something that we're going to be playing around with here very soon because there’s just something about me, I want to do something within an Amazon brand or just an ecommerce brand that we can donate part of those proceeds to a charity, a cause and I think it's really, really good if you can do this. But you can't make it up. Again there's people out there that will just do a cause just to make it look good so they could sell more stuff. I genuinely want to donate to a cause
[00:12:01] Scott: So if I can do that and take like part of the of the profits from a sale and let my customers know about that or the front person can let them know about it and why we're doing that, well then that just ties everything together. So the front person, the front person will be a key part of a successful brand. Doesn't mean you have to, to have have to, but it will make a really, really big difference and it'll make it easier when we get to step four here in a minute. But that story like I said, it doesn't have to be a sappy story. It doesn't have to be a bad story. It just has to be, why did you decide to get into this?
Like why did you decide to get into adult coloring? Maybe because you had kids and the only way that you could really unplug and not think about day to day stuff that you were doing is at night time, after the kids went to bed, you spend an hour coloring in your adult coloring book with your pencils and your gel pens and all that stuff and it's just relaxing. Maybe you lit a candle and then you had a certain scent and then it allowed you to really just unwind and then you talk about that story.
Or maybe your story was that, you were a really high stressed person and you actually went to counselling for it for years and there was nothing that you could do to really get out of that stressful environment because your work was a stressful job or whatever and then you discovered adult coloring and that changed everything for you and now you want to, your mission in life is to go out there and help as many people as possible.
Or maybe you are out there and you are struggling to find really good coloring books for adults. All the other ones were just kind of generic and you wanted to come up with your own stuff or maybe you were an artist and now you created your own. You can see, like it's endless but you've got to listen to the story of the front person. So the front person has to be aligned with the brand.
[00:14:00] Scott: Now, I know a lot of you are probably listening, are like, “Scott, sounds like a lot.” Like it sounds like, it is a lot. I'm not sitting here saying that, this is easy but it has to be planned out. All the pieces have to align. But if you even have just one of those pieces, that's why I've said here if you've ever or if you're ever in a situation where you hear someone talking like very passionately about something or shares a story and they're just so into this thing and this maybe it's a cause or maybe it's a, maybe it's just they're into fitness or maybe they're a dietician or whatever it is. If you listen to that and then you see an opportunity and you would want to partner with that person, that's where that opportunity can come.
That’s exactly how it can happen. It’s actually happened to me. I'm saying this from experience. It's actually what's happened to me. So don't think just because you're not the front person, you can't find a front person. You can and it might not be there today. It might be there a month from now or a year from now. But you need to be on the lookout for that.
So moving on, so step four is content creation. Content is going to be critical when you're building out a brand. Number one Google loves content, I think we all know that.
So when people search for certain things and if you've written something on a blog or YouTube or any other platform, you've got a chance for people to find your content and then immerse themselves into your world. So content is really, really important. Now a lot of people they get all upset about, well, how do I do content? I don't know about content or I don't know how to create content. Well in the beginning, you can just be the reporter. I call this the reporter style. This is where you can go out and find all the resources that are helping you and then you can just report on it and then that can be your content.
[00:16:03] Scott: Like you're not stealing the content, you're not going to take that content and say that you wrote it or that you shot the video or anything like that. You're going to basically just say, I've been out there looking for resources for this. This is the top five blog post that I found, that helped me with fishing, with bass fishing. These are the five videos that I found on YouTube that helped me catch more bass this past weekend than I've ever caught before and so for you to do that, you can instantly create content or find content and then you can be the reporter.
So now you've delivered the content, so now you're technically the expert even if your front person was doing the reporter style and then just kind of like riffing on what the video was about or what the blog post was about. Like they can just give their review about it or how it's helped them and then, “hey you should check this out.” So that's a way to kind of capitalize on other people's content that you've gotten value from. So that's number four content creation.
Number five, is publishing strategy. Well where do I publish this? Well number one, everyone in a brand, any brand out there, has a home base. That home base is typically a website or a blog. Let's call it a website but there's an extension on that website and it's a blog and that blog just basically means that you post something there, it resides there and it just updates once you put something in there, it's got something new.
And that way you can just publish on a pretty frequently or a frequent basis and then this way here, you've got a home base because you're always going to want to guide people to your home base because you're probably and you should or if you're going to do this brand thing, is go out there and start setting up some social media platforms. Now I don't say go out there and just go on Twitter and Instagram and Facebook and Pinterest and all of these different social platforms.
[00:18:00] Scott: I say, “Where is your audience hanging out?” If the audience is hanging out on YouTube, then you need a YouTube channel and you need to start publishing stuff on YouTube period. And then you just need to immerse yourself in that world or have someone do that for you. The social media is just extensions of your home base. So it's a way for you to go out, interact with people and go, “Hey you want to come on over to my house on the weekend? We're going to have a party. We're going to talk all about X, Y and Z, bass fishing.”
So it's a way for us to go out, socialize, meet people and then let people know that we have resources and then because we're big into this market and then we drive people back to our home base. So the home base in this case, I'm going to say it's my blog which is your website. Basically the same thing and then from there, again you're going to have people coming in and they're going to start going on, “Oh this is pretty cool, you got a nice place. I like this place. A lot of great information here, wow you're really into this bass fishing thing.” And then they start to learn a bit a little bit about you because you have an about me page. And then it tells your story.
And then it tells a little bit about you or maybe your cause or maybe it's just a great resource for people to bookmark. So now people are sharing that, which I think everyone in a brand should be the ultimate resource for their market and I think Pat Flynn had said that before as well. You want to be the ultimate resource in your market, period.
If people know, like and trust you and they know that you give out really, really good content around your market, then they're going to come back to you and they're going to buy from you, period. So when we talk about competition, if you're competing on just product, you're right. If you're going into a saturated market, it's going to be hard but if you are doing what we're talking about here you've got such an advantage, such an advantage. Now we're not even there yet to where people can actually buy stuff from us.
[00:20:02] Scott: But we're building this thing, we’re building this resource, we're building this rapport, we're building the story. Like all of this stuff is going into like the products. The products aren't even there yet and we might not even have a product picked yet. We might just do this and then decide what product we want to give to people after they tell us or if you don't want to build all this you could just go hang out in the Facebook groups and the pages and even go on Amazon and read some of your competitions’ reviews and hear what people are talking about, about what they're interested in and what they're not interested in and then you're learning before you even maybe build your brand.
But I'm saying like if you have a good idea that there's a brand, maybe there's something you're really passionate about, that you're into and you've done a lot of research on and you're always looking at Facebook pages and groups and maybe YouTube channels and stuff like that, then you probably know that that's what you're into. There's probably a market that's into that, so maybe you want to build a brand around that. So again, going back to these seven steps in this plan, number five is publishing strategy. You need that publishing strategy. You need to have some type of framework. Maybe it's the top 10 questions, but maybe even that's where you start, but that's where you would say, “All right, what is the plan and what is the publishing strategy?”
Well it's really a home base and then social media channels that lead back to the home base. That's your publishing strategy.
Now, number six, create a customer journey. What does this mean? Well it means, if your customer, your future customer, if they're searching for certain things, what is it going to take for them to become a customer? What do they need to understand before they actually make a purchase? So you're going to probably see, there's probably 10 or 20 commonly asked questions in your space. Maybe it's bass fishing.
[00:22:02] Scott: People are always looking for, what's the best way to put bait on the hook or what's the best lure? What's the top five lures? What's the best color paint on the lure? What is the best leaders? All of these things are being searched for. Those are your pieces of content that you're going to initially roll out and then from there you're going to lead people through there. So what's step one? If you're going to do a bass tournament this weekend and you want to have them the best advantage what are the five things that you need to know and that you need to do before that tournament?
Step one do this, step two do this and you give them that roadmap and then you're going to create the customer journey for them. Start here and your result is here, how you get them from there to there, you have to fill in those blanks or maybe they're doing a research on this one lure. You're going to have all of the ins and the outs about the lure and then they're going to say, “Wow, this person gave me a lot of help.” Or maybe when they make that buying decision, it just happens to be on your page because at this point you've led them through where they need to go and now they're just there so they're going to buy through you and then from there once they buy through you the customer journey is going to continue by your follow-up and by your support and by how helpful you are, all of that stuff.
So that’s number six, creating a customer journey and a standard FAQ, frequently asked questions, commonly asked questions and problems like just go through and start making a list of all of these different questions and then once you have your own Facebook page and group you can ask people. What's the biggest thing you're struggling with from your last tournament, from your last bass fishing tournament? Or what's the one thing you wish you could do better as a bass fisherman? Like, whatever it is and let them tell you.
[00:23:56] Scott: And then, guess what? You as the expert or whoever is your front person they answer that on a YouTube video or they answer that on a Facebook live and then from there they start engaging with that audience and then from there they can lead people back to home base.
See how that works? So it'd be beautiful if you had a front person that could do a Facebook live and be on that boat in the middle of the afternoon showing you three different lures and what makes one better than the other and they're on a Facebook live and then they can ask any questions while they're there and then at the end they can say, “Hey if you want more tips like this, head over to scottsbassfishingtips.com,” and then they just go there and then from there they can go on my blog and then from there they can go to the next step, which could be receive this eBook that gives you all of these tips or 100 different tips for catching the most bass over the weekend or something like that. I don't know. I'm thinking on the fly here. But you see where I'm going with this?
So that's what we did, we were on a platform, if you can do a Facebook live, those are amazing right now, those things are crushing it. We're actually doing them in this brand and they're just crushing it. Literally they're getting shared and they're getting liked. And another thing I'll probably do in the future, I know it's not related to Amazon, it's not really related to selling product on ecommerce but really like how to best set up your Facebook live. If you're going to do them, where to post it because really you should post it on a fan page and then from there re-post it inside of a group if you have one.
If you only have a Facebook fan page, which you have to have one of them to run ads then you'll already have that piece. But you want to be able to publish that inside the fan page and then from there you can publish it in a group if you have a group and then you get more reach that way because the Facebook fan page allows people to share it, like it and comment and all that fun stuff. So that's number six, creating a customer journey
[00:26:03] Scott: And now seven, step seven, this is a pretty easy one but a lot of people don't do this, they'll do in the beginning but then they won't continue. And that's a publishing routine. So when are you going to publish and then if you're going to publish every single Friday and you're going to announce that every single Friday, well then you better be there every Friday because people start to establish a routine as well and if you're not there, well they're going to just say, “Wow that person is just there, here and there. They're not there all the time consistently,” and if you do it every single week, let's say one piece of content every single week, which I think everyone can do, well then all of a sudden you start to get different pieces of content out there that people can start to find.
The more you have out there generally, the more chances you have for someone to find you. So for example this podcast, Monday, Wednesday, Friday. Started it over two years ago. I have not missed a Monday, Wednesday, Friday ever. Now I'm not saying I won't but I'm committed to not and I'm always usually about a week and a half ahead and I'm always planning, I'm always looking for new things to add, listening to you guys, what you guys need, all of that stuff. If I meet someone that has a great story, I’m always on the lookout for what you need but then also what I think you need. Again it's being in a routine.
This new brand we have a routine. We're publishing at least once a week on a Facebook live. We're actually doing about two to three blog posts every single week and we're sending out an email every single week. It's a routine now. I'll give you another routine that I do as well. It’s on the podcast, you guys probably know and if you don't know you should probably check your emails on Friday because I send out a TAS weekly recap email where I give a little bit of what's going on in my life but then also everything that we've done through this past week.
[00:28:06] Scott: So again, it's a routine. I have to do that. It's like anything else. If you don't create a routine for yourself or if you don't create a schedule for yourself, you won't do it and then those results will be like not that good. Because you haven't, you haven't committed to it. I should probably put in there publishing routine and commit to it because commitment is big. A lot of times people will start this process and they’ll be just going after the sale. If you're going after just the sale, then I would say just go launch products in like an open brand fashion.
Like just go out there, find products that you can launch quickly and if they last two months, three months, you gotta just keep moving on. It's like retail arbitrage. I think retail arbitrage works well. Actually we have a class on it called 1k Fast-Track which does amazing but that's for people that just want to earn some capital like quickly and they don't really care about a brand, they just want to go out there and just flip product and that's totally fine. But for anyone that's thinking to themselves, “I really want to be able to get into a market but they all just seem so saturated and I want to really be able to go into bass fishing because I'm a fan of it and that’s part of my life and I would love to be able to do that every single day when I wake up in the morning and just be part of that brand. I would love it.
Like that'd be awesome and I'd be helping people.” Like if that's what you're thinking, then this is the plan. This is the seven steps that you need to be following. So now I'm going to give you a few other little tips here. Now and this is what we've done and like I said, I'm going to share with you how we did this and again it's fairly new, so I'm going to give you guys the play by play and that'll be in the next episode. So that'll be episode 357. This one here is 356. But I'll link it up to the next episode on the show notes page of this as well.
[00:30:00] Scott: If you're listening to this after this airs, maybe it's a year from now. Well you can still just go to theamazingseller.com/356 or theamazingseller.com/357 because that one will be published. Because I'm going to publish that one immediately after this one about a day and a half, two days, actually it'll be Monday. It’ll be this episode and Wednesday will be the second part to where I actually give you guys some results from our new brand and kind of how we're using these seven steps in this plan and in this strategy.
So number one, is to get started doing this really you want to build an email list. You guys have heard me talk about this time and time again and I'm going to continue to talk about it, because it works. It works really, really well. But that's the first thing. So you need to be thinking about in your brand, very first thing you need to think about is, how do I collect emails? Like I need to collect emails in this market, so I have a list ready that I can number one publish content, two because I know that they've raised their hand and guys we did a full workshop on this. A full workshop where we actually walk you through a case study that we actually exposed because we are not launching products in that brand right now.
We did it as a test and as a case study but it's the exact same thing that we're doing in any of the other brands that we're working in and we've done it multiple times now. But it's where you can build that email list and get people that you know are interested in that market and then what we're doing is, is we're just doing a giveaway. If you guys want to check that out, head over to theamazingseller.com/buildlist. Again that's theamazingseller.com/buildlist.
Now that there, will give you again the roadmap to building an email list but also to get the attention in your market and then from there you can do exactly what I said and create that content or be a reporter in your market and then publish content on a blog or on your social media platforms and then that email list will allow you to then share it with those people and then they'll help share it and then it just keeps, it keeps, it just keeps going.
[00:32:05] Scott: It's like momentum just keeps happening because you're constantly feeding the content that you're creating with an email list but the email list is also the people that are raising their hand, they're saying, “Yeah I'm interested in this market.” Just to give you a quick example, going back to the fishing, the bass fishing, if I knew that that's where I was going. I would go out and I would look on Amazon and find the top bass fishing pole and then I would find the top bass fishing lures and I would find maybe a bass fishing vest and then I might sell a tackle box. I would add that into the bundle and then I would raffle that off. I would do a giveaway for that, for 30 days and I would build a massive list of those people raising their hand saying that they're interested in that market.
Then from there, guess what I’d do? I’d reach out to those people and I’d say, “Hey I'm going to be out in the boat on Friday. I'm going to do a Facebook live. Anybody want to join me, come on over Friday at 1 o'clock p.m. Eastern Time and I'm going to be on the boat and I'm going to be showing you guys how I use this new fishing lure that I just got I think it's awesome and I'm hopefully going to catch some fish for you.” Like how cool would that be? So does this makes sense? Does this make sense what I'm talking about? I hope it does. I hope the light bulbs are going off. I hope there's a lot of light bulbs going up. I hope there's a lot of, “ah-ha’s.”
Now the other thing I want to mention here is once you do this, you're going to want to communicate and you're going to want to publish to the audience and you're going to want to listen to the audience. So let's say that you do that, let's say you do a Facebook live and you're able to get people interacting there. You can say, “Hey guys, what's your number one struggle with I don't know, catching bass or what's your favorite time of the day to catch bass for you, what’s been the best time?” And just getting that interaction.
[00:33:57] Scott: And now you have that interaction, you can take those questions and then repurpose them and answer them on another Facebook Live or a blog post or just a Facebook post or YouTube video, whatever you're going to be able to do because you're communicating with the audience. Then the second or the third thing I'm sorry, is email once per week. Once you do the build an email list with the giveaway, you're going to be communicating with them. If you don't want to create your own content, be the reporter of your market and then you're going to email them and you should email them once per week, preferably at the same time and you want to give value, you want to give value, you want to give value and then you have permission to ask.
And it's the same thing that Gary Vaynerchuk says or has said and I have his book on my shelf, “Jab, Jab, Jab, Right Hook,” and that basically means that value, value, value, ask and I'll tell you, I mean you can't go wrong there. You really cannot go wrong. So that's pretty much the seven step plan, the strategy, I did want to say this though and this is what I'm going to be sharing with you moving forward as far as on the next episode and I'm going to give you kind of a little bit of a play by play but you're able, by doing this you're able to once you do have a product that launches you can spike Amazon sales and you can do it by just offering 50% off.
It doesn't have to be 75% off or 90% off or like we've done in the past maybe free. You can literally make some money by giving a 50% off discount. We've proved it and it works and I'm going to share with you how we did it, we actually sold over 150 units in 5 days at a 50% off sale. I’m going to tell you exactly how we did it and the emails that we sent out. You're also going to be able to get some reviews and feedback naturally because people are buying your product now and I mean we use Sales Backer, you guys probably know that.
[00:36:00] Scott: So we have an automated email follow up that goes through Amazon, using Sales Backer, that's going to help us get reviews and feedback and then from there we run pay-per-click. We then turn on pay-per-click once we're done with that first initial round of that promotion, we're starting to get some BSR boost actually, I think we were like 900 in a pretty popular category, pretty crazy but you're also able to discover search terms, not keywords, search terms. We talk about that in our pay-per-click training. You can head over to theamazingseller.com/ppc and get all that.
But we really talk about the keyword is, like I put in a list of maybe 20 keywords that I thought people would be either searching for or that it would be around and then now what I'm waiting on, is I'm waiting for those impressions to start happening and then start getting some clicks, then I can see the search term that actually people were using and then I'm able to take those and then really start to drill down into sponsored product ads and that's pay-per-click and then we find the winners and then we scale. That's what we're doing. Like that's on Amazon of course but that's what we're doing. But do you see how the outside part of this, of the brand is able to then drive sales over to the product day one and we were able to get a lot of great feedback?
That's what I'm talking about. That’s the power of a brand and we're just getting started. So you know our plan and I think everyone's plan should be keep building that email list through giveaways or a free download on your blog or maybe a Kindle book that you're doing which we haven't even talked about. There’s so much that you can do but when you have that brand every piece of content you're creating is an asset and that asset should lead itself to an email opt-in or if it's outside of your home base your blog, it should lead people back to the blog or just lead people to a landing page which we've talked about before which then you can capture their email address.
[00:38:05] Scott: And again guys we talk all about that on that free training that we just did on a workshop and you guys can get all of the details by heading over to theamazingseller.com/buildlist. If you guys think it's complicated to set that stuff up, we've actually made it even easier because now we have a plugin that we created for ourselves and now we're offering it to everyone and that is called giveaway boost and you'll learn more about that if you go to the build list workshop which we recently did. The other thing I want to remind you guys about is our live event. The first day is filled. We're doing a 15 person live workshop where we're actually walking 15 people through this process of building their own email list, their offers and really being able to build this thing out like we just kind of covered.
We're going to be walking through it step by step and then going through it with them and building it alongside with them, which I'm really excited about and that's going to be in June and we are thinking about depending on when you're listening to this opening one more day and that'll be the following day for another 15 people if we have enough demand for it. I do think I can get the room for that next day. I still have to check on that but I've already had about five people reach out and say that they couldn't make the first one but they wanted to make the second one, so if you are interested in that or if you just want to come to our unofficial meet up in North Carolina, which we're going to be doing here in June. It'll be June 24th, head over to theamazingseller.com/live and you can do that. You can, you can register or you can see when we're going to be doing those live workshops now and in the future. So definitely go check that out.
[00:39:46] Scott: So guys that's pretty much going to wrap up this episode. I didn't know how long this was going to go but it always seems to go longer than I expect because there's a lot of different things that go into this and I want to always make sure that I'm covering everything and breaking it down into as simple as I can and bite sized pieces which you guys know that I'm always trying to do because that how I learn best and hopefully you guys do as well.
So that's it guys. That's pretty much going to wrap up this episode. Remember as always, I'm here for you, I believe in you and I am rooting for you, but you have to, you have to… 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.
LINKS MENTIONED IN THIS EPISODE
- BOOK: Jab, Jab, Jab, Right Hook
- Get all the TAS info on building lists – HERE
- Don’t miss any of the TAS Live events – HERE
- The Profit – Home | CNBC Prime – CNBC.com
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