Are you fired up and ready to go for another Ask Scott session? Grab your pen and some paper, this is an episode that you will want to take notes on! Scott covers everything from finding and maintaining your own motivation, avoiding hijacking other seller’s listings, product categories to avoid, how to increase organic clicks, and much more! If you are ready for key insights and powerful motivation to launch you into the next level of success on your journey, then you’ve come to the right place!
Be Your Own Believer!
As a business leader, you know that it takes hard work to see the results and success you’ve set your sights on. But how do you stay motivated along the way? Obstacles will arise and energy will dissipate, so how do you plan to press on? Scott encourages business leaders like you to adopt the BYOB method. No, you can’t drink your way to success by bringing your own beer! BYOB means to Be Your Own Believer. You’ve got to be the biggest advocate of your dreams and goals for success. You can’t expect others to cheer you on along the way, take charge of your own motivation! If you’d like to hear Scott go into more details about this concept, make sure to catch this episode of The Amazing Seller!
Make sure you aren’t hijacking someone’s listing!
One of the biggest fears many Amazon sellers have is waking up to see that their product listing has been hijacked by another seller. What steps can you take to avoid unintentionally hijacking another seller's listing? On this episode of The Amazing Seller, Scott explains how to avoid taking over another seller's listing and how to find and validate a product quickly using resources like Alibaba and Aliexpress. If you’d like to know how to get up and running with your ecommerce business without stepping on toes, then you’ve got to listen to this episode.
What are certain product categories you should avoid?
Sure, you want to see a HUGE profit margin on your Amazon product sales but are there some product categories you should avoid? There are plenty of categories and niche markets to explore but there are a few you should use caution when considering. On this episode of The Amazing Seller, Scott dives into a few examples of categories that he avoids investing his time and energy into. If you are just starting out or considering your next product to launch, make sure you catch this episode to hear why you should be cautious around two specific product types!
When will organic clicks increase?
How do you know when it’s time to decrease your Pay Per Click spending and start relying on or expecting organic clicks? This is what every Amazon seller wants to see, organic clicks that they don’t have to pay for, what is the best strategy? On this episode of The Amazing Seller, Scott goes into detail and walks through what to expect when moving from a PPC strategy to relying primarily on organic clicks. If you want to know what to expect and how to navigate this process like a pro, make sure to catch this episode!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [3:00] BYOB – Be Your Own Believer!
- [9:15] Question #1: Do I need to create a unique listing for my new product?
- [14:20] Question #2: Is the electronic market worth going into?
- [19:30] Question #3: When will I start seeing up to 10 organic clicks per day?
TRANSCRIPT TAS 358
TAS 358: Ask Scott Session #110 – Listing and Testing Products – Selling Electronics – Organic Sales After PPC
[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 358 and session number 110 of Ask Scott. This is where I answer your questions here on the podcast and I do it every single Friday and well if you're listening…
[read more=”Read full transcript…” less=”Read less”]
…to this on Friday, it's another Friday and I'm going to answer some more of your questions. Now let me remind you, if you have a question that you want me to answer on an upcoming ask Scott session, just head over to theamazingseller.com/ask and you can do that. You can ask a question.
All you have to do is just record your first name, maybe where you're tuning in from, that's not, you don't have to, but I would like it if you did and then just a brief question and then I'll do my best to answer it on an upcoming Ask Scott session. You guys know I've said this time and time again, I look forward to this time of the week. I love listening to you guys ask questions. It's a way for us to connect on another level like we're sitting across a table at a coffee shop which I always say and yeah I get really excited to do these.
Now today we're going to talk about listings and testing products. We're going to talk about selling electronics. Should I, should I not, why or why should I not? Organic sales after pay-per-click and I'm going to give you some of my random thoughts here in the beginning as well about something that's been going on in my head and hopefully it can help you. Now let me remind you of the show notes and the transcripts can be found at theamazingseller.com/358 and you can get all the transcripts, the show notes, everything there in one nice package right there for you on the blog and that link again is theamazingseller.com/358. Now a couple things I want to talk about before we jump into today's first question. First off, I spent the morning packaging up some free t-shirts that I'm giving away to some of you listening right now. And you might be asking yourself, “Well how do I get one of those t-shirts?”
[00:01:56] Scott: And the way that you get them, is you show up at a Facebook Live or one of our Facebook Lives that we do and we typically do them on Fridays but I've also been known to jump in there and do one randomly during the week. It just depends on my mood and also if I have anything to talk about. What I've been doing is, I've been saying like, “Hey listen, leave a comment down below and at the end we'll pick a winner.” And we've been doing that. So I'm sending out right now, I believe it's about six shirts going to six different individuals all over the world. Actually I sent one to the U.K. I sent one to, I believe it was Idaho. I sent one to New Jersey, so all over the place.
So I just want to say thank you for showing up to them. If you're not showing up to the Facebook Lives or if you want to, maybe didn't know we were doing these, just head over to theamazingseller.com/fb. That is our TAS Facebook page and that's where you'll be notified when we go live. So definitely check that out, a great resource too by the way. So let me also before we jump in, is talk about you guys know that I do this on Fridays, is I talk about what's been going on in my head or what I've been seeing, what I've been observing. And one of the things that came to me this week after I was actually on an interview with John Lee Dumas on EOFire and we were talking about like some of the things I struggled with in the beginning of being an entrepreneur or just working for myself.
One of the biggest things for me, was believing in myself. Now if you can relate to this, you know what I mean. You know that sometimes you just ask yourself that question, you're like, “Why me?” Like, “I can't do that.” Like, “So and so, they're doing it because they have this special skill or they're really outgoing or they're not an introvert like me. There's no way that I could do that or I don't have a degree. I can't do that because I think you got to be really smart to do that and smart people go to college, if I didn't go to college.” I mean, these are the thoughts that were going on in my head. And I wasn't a believer in myself and it took me a long time.
[00:04:01] Scott: It took me some coaching from my wife to actually convince me that I was smart in my own way. Like yeah, I'm not smart, book smart. I'm not. I'll tell you that right now. If you tell me to read a book and you want to quiz me on that book, I'm probably not going to do well. Just not. Because my mind's going in other directions when I'm reading. That's just the way I am. That's why audiobooks work better for me. That's just the way that I can really get the information and the message ingrained in my head versus reading. It's hard, my thoughts tend to wander. That's how it was in school.
But growing up, if you went to college, you were going to be successful. I can't tell you how many people I know that go to college or that went to college and they aren't doing what they went to college for. Now does that mean that that experience in college didn't help them get to where they are today? No, I'm not saying that. They might have made a connection in college that now they're partners on something else. I mean that could happen or maybe a connection that got you a job at a different location or a different place because you had that connection and they said, “Hey we're hiring over here. Do you want to come over here and get a job?” And then you were an intern over there and then that led you into another job.
Like I understand that that stuff can happen, but for me personally I always thought that if you went to college and had a degree, you're smarter than me. And that's just not the case. It's not the case for me and it's not the case for you if you're in that mindset. Because it is a mind set and it's a limiting belief and it's something that I've struggled with for years. So I want you guys to live by this new little phrase that I'm coming up with and I want you guys to just maybe even write it down. This is a writer-downer as you guys have heard me talk about before. And that is, BYOB. No, not bring your own beer. That would have been at the college party. No, it's Be Your Own Believer.
[00:06:02] Scott: Be your own believer. Trust in yourself. Don't let self-doubt get in the way. No matter if it's this Amazon thing or if it's this ecommerce thing or whatever, be your own believer. Because I'm telling you right now, you have what it takes. You totally have what it takes. You just have to believe in yourself and believe in the process. Are you going to be tempted with the shiny object syndrome which we always all of us fall in that trap? Yes, it happens to all of us and that would be another topic for me to talk about. It’s how to like eliminate those distractions.
But if you believe in yourself, if you are your own believer no one can take that away from you and for all the time that you're doubting yourself you should be just working on how to actually move forward in what you want to do. It's your option. It's your journey. It's your story. It's your decision, whether you succeed in the eyes of whomever or if you fail and I don't believe in failure. I just believe that you're continuing to learn through these experiences and through this process.
I know it's a little deep here guys and I apologize for that, but I think it's important. Because this is something that I wish I had someone right now like I am to you. I wish I had someone back then which I did, I had my wife. I shouldn't take that away from her cause she was that cheerleader or that person really saying like, “Listen, believe in yourself.” But it was hard. But I'm here telling you that you do have what it takes and you just have to believe in yourself and you have to continue to work at it. So remember that, BYOB. Be your own believer.
[00:08:02] Scott: I'm telling you right now, you can be unstoppable and I want that for you and I want you guys to write to me. Write to me. Let me know what you're doing right now to push through some of these obstacles, through some of these barriers. We all talk about strategies and tactics and everything on Amazon and I'm going to continue to do that for you because it's important. But this here is a huge part, a huge component that people just gloss over and to me that could be holding you back. You might be just getting in your own way. I know that was my problem, was getting in my own way, not believing in myself or limiting how far I thought I could go. So I don't want that for you. I want you to believe in yourself.
So be your own believer. Write that one down. Maybe we'll even do a hashtag on that. #beyourownbeliever. A little long but hey let's go with it. And guys if you want to write me a personal note and let me know a little bit more about your story, I mean like physically handwrite one, you can send me one. Just head over to theamazingseller.com/notes and do that. Send me a letter there. I'd love to pin it up on my board here. So let's get rocking and rolling. Let's dive into today's first question and I will give you my answer. Let's do this. Let's rock and roll.
[00:09:18] Listener: Hi Scott, I have a question. As far as finding a product and going through all these steps and testing it out. Do I list it under the same ASINs that had located the similar products or do I create my own listing and list it in that category with other sellers? So that's my basic question. Thank you.
[00:09:40] Scott: Well thank you so much for the question. I would try to pronounce your first name but it was kind of muffled there. So I apologize and I don't want to butcher your name. So I apologize but thank you so much for submitting your question and this is a great question and I actually wanted to address it because this could be a little confusing. Now what we're talking about is, if we're talking about like finding a product that we want to test really fast, like rapidly, like I'm talking like a wholesale, it's like you're wholesaling. If you're going to AliExpress or even Alibaba wholesale, there's a whole section there guys if you don't know that. If you go over to Alibaba and you look for a wholesale, you'll see stuff is in stock right now on the shelf ready to go.
Now with that being said, you are risking doing that, being just like everyone else and then from there having hijackers jump on and all that stuff but if you do your product research properly and you're finding products that are not competitive yet, I use the word “yet”, because it's just a matter of time that if you have a generic product, someone's going to copy you. What this is to do, is really validate that this type of product will sell and then from there you can build upon that. And it doesn't work for everything. It's going to be like a small test or it might be like 25 and if you if you sell those 25 then you're off to the races.
I know my good friend Steve Chou, he talks about doing this and then selling them on eBay. And if he sells it on eBay, then he's validated that it'll sell and he actually did that and now they have this seven figure business that they've built from scratch and it really came down to them doing like a test order in a sense and selling the rest of them on eBay. So you can definitely do it, but what you're asking is, “What do I do, do I find a product on Amazon that is like the same product or similar product and then I list on their listing?” No, you would not do that. That's what we call hijacking by the way. That's where you would go on a listing, you would find the exact same item.
[00:11:40] Scott: Now preferably, you're not going to want to find the exact same item that's selling on Amazon of that generic product. Like that would be maybe a red flag that you don't want to do because you don't want to look like everyone else and if you do find something like that then you'd want to make your own listing too because you'd want to have your own listing. You don't want to share the buy box. So when we're talking about testing using AliExpress or Alibaba or any other wholesale type site, you want to create your own listing. And here's the deal, once you make your own listing create it as a variation.
Very important here, because here's what you can do. Let’s say that you list that product, you create a listing and then you start to get some sales and you go, “Okay cool, this is validated but it's just a generic product. I want to modify this thing. I want to sell this thing, but I want to modify it, do better packaging.” Well now what you can do, is you can just create another variation underneath that same listing and now you don't have to start from scratch. Any reviews you got, can carry over all of the SEO factor as far as inside of Amazon, the ranking, all that stuff will stay and all you're doing then is you're just modifying and creating another variation. So this way here, it's like new and improved or maybe this other one that you're selling has an additional accessory to it and then that now allows you to not be just like everyone else.
But you might just want to take that generic one and let that run out of inventory and then that variation will kind of disappear in a sense, where it's not going to be there for you to sell against on that particular listing. You could always just close out the variation if you wanted to but I would say just let it run out of inventory and then start a brand new variation underneath that listing. And that's why it's important when you're doing anything as far as listing a product even if you don't think it'll be a variation, set up that listing as a variation. A listing, it's got to be a parent plus a child and then from there you can always add a variation later.
[00:13:37] Scott: So hopefully this has helped you or anyone else that's thinking about doing this. Go to AliExpress, go to Alibaba or wholesale to test out products before you actually go all in. I think it's a smart idea. It's very similar to retail arbitrage too. We have a class right now called 1k Fast-Track and these guys are able to go out there and test products. Their name brand products but they're at least able to say, “Oh my gosh, there's a lot of stuff selling in this market or in this category.” Now I'm going to start digging a little bit deeper and then coming up with your own product or an accessory for a game or whatever. It allows you to get into different categories without having to have this huge investment up front. So hopefully that helped you. Let's go ahead and listen to today's next question and I'll give you my answer.
[00:14:21] Listener: Hey Scott, how is it going? I appreciate all the information you're giving us. But a quick question, I heard you say, don't go into the electronics market if you are new to FBA selling. The question is, if I were to find a very good supplier, a high quality product and say there are very minimal issues, just issues out of standard electronics, is electronics a high profitable market to go into? Thanks.
[00:14:51] Scott: Well thank you so much for the question and I didn't catch your name on that one. You had a really good audio connection there too. So if you guys can do me a favour, if you submit a question, just submit your first name as well. Just say who it is and then maybe where you're tuning in from and then the brief question. But anyway, I'm going to answer this question. I think it's a good question. I have talked about that. Like what are the products that I generally will stay away from and it's definitely electronics. That and probably glass or knives or something like that. But something that can break.
That's really what I'm looking at or a liability issue. Think about this for a second. If you have an electronic product and one little wire comes basically detached or maybe it just wasn't attached at the factory and now a thousand of those don't work and then you start getting reviews of people saying the product doesn't work and you've got 950 of them left in stock. Now you got to pull that order, then you got to talk to the factory, see if they'll make good on it and then you got to get rid of them and ship them back or destroy them or whatever. That's the things that you're thinking about.
So my thing is like, I'm not opposed to doing this. Like you mentioned, if you find a good supplier, like a really, really good supplier, maybe you've done a ton of different tests and maybe you have an inspection company that can go in there and really look at the factory, make sure it's really up to par and all of that stuff. I'm not opposed to that but I am opposed to not doing it if you're just starting out. Like if you're just starting out like it's one more thing that can break. It's one more thing and I don't even mean the product, I'm saying like in this journey for you to start from scratch, have something that you sell, that's one thing.
[00:16:44] Scott: There's a whole bunch of different things in the middle there. Like you got to find the product, you got to find the supplier, then you got to work through all those kinks, then if you want to do sea shipping you got to figure out that. Which I say always start with air in the beginning even though you're going to spend more just so you can cut down on those headaches and then from there you got to get your listing created and then from there you got to do a launch and all that stuff. So all that stuff goes into it and then imagine having all that work be done and then you find out that a thousand of your units are just not working or they're broken or they stopped working after a day or something like that, like that would be terrible.
Now to some people, that's an opportunity. Some people would say, “Well Scott’s saying not to do electronics, maybe we should do that.” That way and you're right. If you want to basically go where people aren't going, you're going to have less competition but you are also going to have more risk. It's the same thing with bigger products. People are saying, “Well I'm just going to go and sell bigger products, oversized products, more expensive products because less people are doing it.” And you're right, but you also have the risk of if something goes wrong with those products, you're out a lot more capital or let's just say for example, you start getting a ton of refunds. Those refunds are going to hurt a lot more than a $5 product. But is there opportunity there? Yes, whenever there is not people going there, there's more opportunity. But there's also more risk.
So you just have to balance that out. I'm not going to sit here and tell you they don't do it. I'm saying if you think that you've done all of the research and you've done all the vetting of the manufacturers and you've done tests and you feel good about it, then go for it. But I'm personally, I'm not comfortable with that. Like even right now, like me to take five grand and throw it down on electronic product. Like I don't want to take that risk right now. Like just me personally. That doesn't mean in the future I won't, but right now currently, I don't want to go down that road. But, if you want to do it, go for it. Anyone else listening, again you just have to understand the risks that are involved.
[00:18:43] Scott: So if you are going to do it, just like I said, just make sure you do your research, not just on the product but on the company. Because it's important that you do that. If you can do it US based, it might even be a little bit better because then you have a little bit more control and maybe you could even go fly there and meet the manufacturer and do all that stuff. But if you're going to do that, you've got to treat that serious. I mean you really do because you mean one product that comes through defective electronically, it just doesn't turn on and off you're out of luck.
So hopefully this has helped you, gave you a little something to think about. Again I don't want to discourage you. I just want to make you aware of all of the things involved here. That's it, that's all I'm doing but it is an opportunity that I will say. So let's go ahead and listen to one more question for today. I'll give you my answer and then we'll wrap this baby up and you guys can get on with your weekend or your week whenever you're listening to this. Let's do that, let's listen to the last question.
[00:19:39] Zoey: Hey Scott, this is Zoey. I'm actually from Antigua in the Caribbean, which is pretty cool because I know you said you like hearing from people all over the place. My question is, I'm a new seller and I've been selling since end of November 2016. Now we weren't really doing any pay-per-clicks or anything to begin with and then we decided to up our pay-per-click. Now we did something a little bit drastic. We put on like $200 a day, might sound crazy but it really boosted us up the search engines and things like that. Then what happened, I mean we went from literally selling like one, two, three a week, to selling 79 then the following week 123, the week after that 118. So within our first six weeks, we'd turned over $6,000. Now we obviously weren't making any money from that but we had boosted our rankings and things like that, our search optimization, we were up there on page one or two naturally.
Now we decided to turn off our pay-per-click and see what happened. We're selling, we did that for last couple of days, we’re selling three to four a day. So my question really is, when do you start seeing 10 organic sales a day? How do you boost your organic sales without spending a fortune on your pay-per-clicks? One of the other things I was maybe going to consider is putting back on $20 or $40 a day. But I want to know, at what point is the tipping point where you're getting more organic sales than pay-per-click sales? Really would appreciate your help and thanks very much. I love listening to your podcast. It's been an amazing resource because actually I’m new, it’s my second month in business and it's invaluable so I really appreciate your help. Thanks so much.
[00:21:21] Scott: Hey Zoey thank you so much for the question. Love that name by the way. Love it and I love it that if this is a long distance phone call for you. This is awesome. So thank you so much for being a listener and being a fan of the show and I love it also that you're taking action by the way. So really proud of you there and it sounds like you've been pretty aggressive, which I like that too to a certain extent. But I mean you really just ramped things up with that pay-per-click. I mean spending $200 a day, that's pretty aggressive. That sounds like my good friend Dom Sugar, aggressive, which he'd be proud of that. Because you're getting data quick, you're getting sales, you're starting to move up the ranks, you're starting to see movement.
But now, the question is, I back off of the pay-per-click, my sales drop and am I still ranking? I don't know. I don't know that part of it. Are you still ranking after you've stopped your pay-per-click? You're getting, I think you said like maybe three to five sales a day which isn't terrible but you want to get to that 10 sale a day. My first thing I would want to do, is I'd want to pull the search term report inside of all that data, inside of the seller central account, all the data that you've been collecting at $200 a day with those sales coming in. I would want to see, what are the search terms that brought the sales. Period. What are the search terms that brought in the sales?
Now for those of you guys that are brand new, this might not make a whole bunch of sense to you, but we did a full week workshop where we actually talk about pay-per-click and sponsored product ads and the thing we talk about is that right there. A keyword that turns into a search term. A keyword is like the seed we plant. We plant the seed to see what search terms are being actually searched for. So what we mean by that is, when someone types something in, long handled stainless steel garlic press, that's a long tail keyword, but it's also a long tail search term. Meaning that's the actual search term. We might have been just targeting stainless steel garlic press.
[00:23:20] Scott: So now my question would be, are you ranking on page one for the search terms that have converted for you in the past? That would be my question. I can't answer that right now. I'm not there. If you ask yourself that question, then that's going to say, “Oh yeah, there's like 10 search terms that I've been converting for and I'm not ranking on page one.” So the only way I'm going to get sales for that search term is if I advertise pay-per-click. So now I would ask myself, if I converted through that ad, if I converted there then there's a pretty good chance if I get there on page one I'll convert too. So now I can probably get all of those sales organically if I can get myself ranked. That's the big question.
So me personally, what I would do is do that and then I would probably continue my pay-per-click. Maybe not the $200 a day. Maybe I would scale that back to 40-50 bucks a day which I you said you were going to do and then I would still see how that was doing and I would start to really refine that. I'd start to look at the winners and cut the losers and then again I would actively be trying to rank for these other search terms. I would take those search terms and make sure that they're in my back end. I'd make sure that they're in my description, in my bullets somewhere. I need them, I need to know that I'm getting indexed for these and I need to be able to get sales through these.
So the best way to get sales through these search terms, is to advertise for those search terms. You might even want to move those into a phrase match search term campaign. So this way here, you're only showing up for those ones and then I would really start to ramp up that. Like again, think about this, if you've converted for 5 or 10 search terms regularly and then you create a campaign with just those search terms in it and then you either pause the other ones in the other campaign or just create a negative match to those and then all you're doing is driving that budget towards the ones that have converted, now we're going somewhere.
[00:25:20] Scott: And now we can start to rank for those search terms on page one and then we can say now we're getting to 10 sales a day. The other thing I would ask you is I would say, “Is your competition, are they getting 10 sales a day?” If they are, then good, then good. Then that means we can definitely get there. But if everyone's getting like five a day and someone else is getting seven and someone else is getting eight and everyone's sharing all those, then I would think it's going to be a little bit harder. But if you've got a few people right now that are selling 40 a day and someone else is selling 25 and someone else is selling 29, another person is selling 30, like if those are the numbers, then you're like, “Okay, I can get to my 10 a day, for sure.”
And that's what I would do. Like that's how I would reverse engineer what you've already done. It sounds like if you turn on the sponsored product ads, the pay-per-click, you get sales. Well those sales are being generated through search terms. So how do we rank for the search terms? That's the big question. So Zoey, thank you so much for the question and hey maybe some time we'll have to hang out in the Caribbean together. That would be amazing. We were actually talking about doing a live TAS event in the Caribbean somewhere. We just aren't really quite sure yet where we’d want to go. But it's definitely been a discussion. I love, love just going on tropical vacations when I can, which doesn't happen often but I do enjoy it when that happens. So that would be awesome to do that in the future. But anyway, thank you so much for the question, everyone that submitted their question this week, I want to say thank you so much.
The other thing that I would say is, if you have a question yourself and you're listening to this, maybe you're a new listener and if you are welcome. Then just go to theamazingseller.com/ask and ask a question. And then you can just record your voicemail and ask a question, tell me where you're from, tell me your first name and we'll try to get it aired on an upcoming show. And then the other thing is, if you guys want to be in the running for a free t-shirt, then definitely make sure that you're on our Facebook Lives.
[00:27:18] Scott: We do one every single Friday, 2 o'clock p.m. Eastern Time, on our Facebook fan page and our group. So just head over to theamazingseller.com/fb and you can make sure that you're not going to miss that stuff and you can get in the running for one of those cool shirts. We've got random shirts that we're giving away. All TAS stuff. And then just the last thing, the show notes guys, episode 358. So theamazingseller.com/358, all the transcripts, the show notes, will be there in a nice little package for you awesome people out there right now that are listening.
So that's it guys. That’s going to wrap it up. Remember, I'm here for you, I believe in you and I am rooting for you but you have to, you have to… Come on, say it with me, say it loud, say it proud, “Take Action.” Have an awesome amazing day, weekend, wherever you are in the week and I'll see you guy’s right back here on the next episode.
LINKS MENTIONED IN THIS EPISODE
- Make sure to catch all the TAS resources on PPC – HERE
- Make sure to join the TAS community on Facebook – HERE
- Ask Scott a question – HERE
- Don’t miss a TAS live event – HERE
- Steve Chou
- John Lee Dumas
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