Not sure if you have what it takes to build a successful and thriving ecommerce business? Are you intimidated by guys like Scott who seem to find success because they’ve been in the industry for years? This episode of The Amazing Seller will help change your perspective! You’ll hear from a fellow TAS follower like YOU who have been able to put the principles the Scott teaches into practice in a relatively short time to experience exponential growth. Learn from Matej as he shares his story and how he has reached the point of success he currently enjoys and his plans for the future – don’t miss it!
Preparing for Success
Be honest, are you ready for success? If all of a sudden, your product took off in sales, would you be able to handle that increased demand? Do you have the systems and processes in place? On this episode of The Amazing Seller, you’ll hear from Matej as he shares what steps he took early on before he even launched his product that helped to set him up for success. Learn how he approached product research, his keyword strategy, listing optimization, and much more! If you are ready to take the next step toward growth, make sure you learn from Matej on this episode!
Build a Launch List!
If you’ve been around the TAS community for very long, you’ve heard Scott talk about the necessity of building an email launch list. Scott is VERY passionate about this subject and is convinced that it’s the one unique tool every seller should use that help them get an edge over the competition. On this episode of The Amazing Seller, Matej shares his story and how pivotal the use of an email launch list was to the early success he experienced with his product launch. To hear more of Matej ’s story and get another angle on why you should start focusing your resources on building an email list, don’t miss this episode!
Planning the Next Big Step
Can you imagine what it must be like to have your ecommerce business running so smoothly that you are ready to start planning the next phase of growth? What would it take for your small business to get to that level? What do you think your next step would be? On this episode of The Amazing Seller, Scott sits down with TAS follower and business owner, Matej as he shares his story and asks Scott for input on where to take his next step. Matej’s question boils down to whether he should launch a second product in the US Amazon market or if he should expand his reach to the European Amazon market. To hear more of Matej’s story and the awesome advice that Scott gave him, make sure to listen to this episode!
Everyone wants to know the secret formula to success. What easy to use hacks will grant overnight success? The truth of the matter is, every situation is unique. There are so many factors at play that determine how a product will trend and other decisions that the seller makes that could have a HUGE impact on the chance for financial success. In light of all these moving parts, Scott continuously encourages TAS followers like you each and every week to TAKE ACTION! Echoing that call is Matej, Scott’s guest for this episode. Matej also shares this piece of encouragement – stay with it, keep test, keep refining, don’t quit! If you’d like to hear Matej’s story and how he has been able to push through the ups and downs of running a small business – don’t miss this episode!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [3:00] Matej joins the podcast and shares his story, the cliff notes version.
- [8:30] Matej talks about his background in software development and how he created his first product.
- [12:00] How did Matej get to where he is now with his ecommerce business?
- [15:00] What did Matej do behind the scenes before he launched his product?
- [25:00] Connecting with a YouTube personality for product promotion.
- [33:00] Why you should consider advertising on your own product listings.
- [37:00] Matej is trying to decide the next step – expand in the US or move to the European Amazon Marketplace?
- [40:00] Leveraging keywords and the data available.
- [44:30] Matej talks about a negative keyword strategy.
- [46:30] Parting words of advice from Matej – TAKE ACTION and keep testing, stay with it!
TRANSCRIPT TAS 381
TAS 381: Zero Sales to $100k in 11 Months + Outside Traffic Tips
[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 381. And today man oh man, I am fired up to share with you…
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…my next guest. The reason is because he's a listener, okay? A listener of the show that now has went from zero sales to $100,000 in 11 months. I'm just telling you right now this stuff gets me fired up. Because he had no idea about selling on Amazon until he picked up my book which is on Kindle, and if you haven't picked that up you can go over there pick it up. It's only $2.99. You can go over to theamazingseller.com/book, there's a little shameless plug there.
But he read that book, then he became a listener, and then he just kept going through the information that I was providing, and has since went on to do $100,000 and he's on track to do a lot more because he's got bigger things happening right now. We talk about outside traffic things that he's working on right now, that he’s had some really, really good success with and you're going to hear all about those. And you're also going to hear about how he's using pay-per-click and how some of the negative keywords are actually helping him discover his next product, just a lot of golden nuggets in this interview.
I didn’t know if I mentioned his name. His name is Matej. I'm not even going to try to pronounce his last name because I would probably butcher it but he's from Europe, but he's selling in the States. He is a great guy, share so many nuggets here just by kind of going back and taking me through the story. It's crazy because he was also mentioning like as he went through this, like, he had no idea where it was going to lead him and it just keeps leading him down this path of success. But, there's also bumps in the road and that's why I also like to share these zero to $100,000 in 11 months because I'm not telling you that that happened in two months, I'm not saying that it happened in one month. It takes time. It takes time to figure things out. It takes time to test things, and he's a big tester in a lot of these different things.
[00:02:04] Scott: But guys, I'm going to stop talking as we can listen here to this interview I'm just still fired up from talking to him. We had a great, great conversation that you guys are going to listen in on. The show notes to this episode can be found at theamazingseller.com/381. Again, the theamazingseller.com/381. And again, if you guys want to go over and download the Kindle book that he actually read before he even became a listener, you can head over to theamazingseller.com/book, and that will take you over to that book that he read that I compiled all of the different launch stuff and all of the different processes as far as getting stuff launched on Amazon.
By the time you listen to this there's going to be some updates to that book and a couple of added bonus things. So definitely go check that out if you haven't done so already. Like I said, it's about $2.99 I believe, the last I checked that we have it set at. So it's really affordable but it's a way for you to kind of get everything in a book form and then from there you can kind of go through it step by step. All right guys so I'm going to stop talking so you can listen to this amazing interview that I did with my good friend, my now good friend, new friend, Matej.
[00:03:16] Scott: Well, hey Matej? Thank you so much for coming on the show man, how you doing?
[00:03:20] Matej: Great. Thank you Scott for having me on the show. I would never would be thinking that I would be joining your show.
[00:03:25] Scott: Oh, well, this is awesome. I love it that we can get you on the show and a lot of people ask me like, “Who do you who do you select to be on the show?” it's just about the story, right? To me it's about like, everything's not all perfect, right? And I know that you're going to share some of that stuff with us. But I just want to say I'm glad that you reached out, you shared your story and then from there, again, it's something that I think that people will really get a lot of value from. So, maybe what you can do is just really quickly give us a little background story as far as like where you came from as far as in the business world and maybe your background a little bit, and then we can kind of get people caught up to where you are now and kind of how you got to where you are now.
[00:04:13] Matej : Sure. I'm actually a startup founder. This is the second startup we found it together with some colleagues and the first startup was just here in Europe. I'm originally from Slovenia. But with the second startup, we got some funding from Angel in San Francisco, and the main target market was the U.S. market. So we're doing connected car product it's called Car Lock, and it connects the car owners with their car and five of them in case of suspicious activity or like drivers driving carelessly. And we launched the product in 2014, we got some initial traction but the main challenge for us was the distribution and the sales and getting the cost of the acquisition low enough to really scale it. So we're trying different things and now it's just like a year ago. I was reading like Quora and other online and it's like FBA, FBA. I’m like, “What’s this FBA?”
[00:05:27] Scott: What is that FBA thing? Whenever I hear people talk about FBA, and they first hear about it, they're like, “What is this is? Is this like FBI? Is this like the government? What is it?” And it's funny because, FBA some people don't know what it means. And then like you say said, you started hearing about this and then you're like, “Maybe I should look into this thing because it's a distribution channel in a sense.” Is that kind of how you were looking at this thing? It’s like how can we get in front of eyeballs, right?
[00:05:51] Matej: Yeah, the main challenge for us we got also some small like a distributors that was trying to sell it online in Europe also and we were trying to sell it direct in the U.S. But it was always the cost of the acquisition and the batch was not converting because it should be converting. We had a really tough time, our marketing budget it wasn't really a big budget to start carrying some real sales that are getting… You put the $1 and you get $2 out. So I heard like in the same month, I got heard from three different people about like FBA, FBA, FBA I'm buying from China and I'm selling it and it’s great.
And I like, “Why am I not doing this?” So at the same time we also like lost our distributer, we were just like redefining the product and I said we really need to find a way to sell it directly to be able to scale it up and everything. So I was starting reading about and I also came by your book, the Blueprint, The Selling Blueprint. And that was my first contact with your writing and I didn't know about the podcast at the time. So I really read through the book like in one day and it was like, whoa, I was like opening and I need to start doing this like immediately.
[00:07:22] Scott: That's interesting. I love hearing that because I published the book for my audience really. Because my audience was saying like, “I’d like to see it in a written form.” And then we went ahead and we created it into a Kindle book in a sense, and then we put it up on Kindle. And now I'm getting a lot of people that are just from Kindle that are searching for it and then they find it and they find the podcast. So it's pretty interesting to hear how that happened. But, let me ask you this though, let's go back a little bit though. You you're in the startup world, in a sense, to where you were out there and kind of developing products. Take me through that really quickly though. Like let's rewind even further than you finding your first product or creating your first product.
What was your background to get to even that point? I'm just curious because some people say, you know, I don't have the skill set like how can I actually get started? And I know that you're in a different world as far startup goes. I know there's listeners that we have that are in that realm but they don't know the other side of the equation, they don't know about Amazon or their own ecommerce store or building a funnel or any of that stuff but they know how to create good products. And they know how to maybe do a kickstarter but that's about it and then they don't know what to do from there. So it’d be interesting to hear like number one, how did you even get into this world of just creating your own products? Maybe you can just kind of take me there really quickly.
[00:08:46] Matej : My background is like in software development, and then I did a part time MBA. I always wanted to have like a product company, to create a product that will solve some problems. How I came to the idea for Car Lock it was just like there were some product out there but the user experience with the product was very complicated and we just wanted to create a very simple solution offered for the end consumer, and that’s how they actually pop up in my mind. And we want to create a simple solution… We actually use push notifications in case of like vibration detected or hard driving or different things so that the product is really easy to use and it creates some value for the end customer. That was basically the idea.
[00:09:45] Scott: Okay. Then I guess the idea that came for this product came from where? I guess is where I'm asking. Like where did you get this idea in order to create the product that you did here in 2014?
[00:10:01] Matej: Yeah, I mean with the first startup were trying to do Uber like in 2011 and it was just the wrong market we were trying to do it in Slovenia but it was too early, wrong market, wrong everything first time. And based on the technology that we were testing different things, we came up with this use case of like having just a simple solution to connect instead Uber but connecting a driver owner with his car. And that's when the whole idea came from.
[00:10:41] Scott: Okay. Cool so again I mean you were dabbling in other things and then you kind of came upon this idea, and then that's kind of where it led into you creating this thing. I just like to kind of show people the path to getting to where you are. Because you just don't wake up one morning and go, “Oh, I think I'm going to create this thing.” It was kind of a trial and error on a couple other things and then it kind of led you to maybe this thing, and then obviously, you've now launched on Amazon and you're selling. But, what are the steps that usually get there are the more interesting ones to talk about, right? Because everyone thinks that they're just going to wake up in the going to magically find their product. Or you might be sitting on something right now that you have no idea that you could be selling.
I know there's brick and mortar stores out there right now, mom-and-pop shops that probably have product that they are either creating locally or they are either sourcing themselves but they're not selling it online or at least they're not selling it on Amazon. And that would be my first thing for those people. It’s like, “You know what, you've got to just get this thing out there and get some exposure.” So, okay. Now, let's kind of talk a little bit now into… And kind of dig into where you are right now and then we can talk about where was the turning point that got you to where you are now? So, can you give us some more recent updates as far as like where you are right now with selling on Amazon and even just selling online?
[00:12:08] Matej : Yeah sure. So as I was mentioning, the main problem was the cost of acquisition and we redefined a little the product, at the same time we create better pictures. Some of the things just popped up in the right time. And for me, the biggest turning point I still remember it was like, “Okay, let's do a test.” And we sent like 20 units on Amazon FBA and I said, “Okay, I want to go really conservative.” Because at the time, we were also really scarce on the on the resources on the on the cash to spend. I was like, “Let's do a test and let's try 20.” I just followed your tips in the book.
So I tried the automatic campaign. I was also a bit familiar with AdWords. I knew what I knew about the keywords and stuff but I wasn't able to get the right cost of acquisition. But with Amazon I kind of think they are so simpler than AdWords. So it is like Adword simplified like and it was the best feeling because you know we were just testing with five bucks per day and then the first sale came, and then the second day, again, we sold another one. And then, you know, it just started rolling with such a low cost of acquisition, I started optimizing really like daily because I was trying to use the budget as best as possible.
So I started to add negative keywords already in the automatic campaign and then after a week, I created the first manual, and after that I was just optimizing. And one day we achieved like two units per day and I was like totally fascinated because it was just scaling up and the cost of acquisition was still low. And after that, we closed around I think in October. So actually we, got from zero to $100,000 in sales in nine months after that.
[00:14:14] Scott: That is awesome and I love it how you kind of like, in the beginning you're like, “Okay, I'm going to go ahead and put this up there and see what happens.” And then you did and you got a sale and then you're like, “Holy crap. This is cool.” And then you had three units a day and you're like, “This is mind blowing.” Right? And a lot of people think it's gotta be like hundreds of units a day in order to really get excited. And I think what it did for you is it validated that this is a channel that you should probably be paying attention to.
And then from there you got even more excited, start to get used to momentum and all that stuff. Let me ask you this though, when you first launched your product and you put it up there with 20 units that you sent in or whatever, what was the optimization like at that point as far as like your listing? Was it just bare bones or did you actually try to do a good job with pictures and bullets and titles? And did you do keyword research? I mean I'm just trying to figure out like how much time you spent on that part before you actually launched.
[00:15:15] Matej : Sure, so there was a couple of things that really make this thing easier. So we already had some customers, so we were able to just use the emails of the existing customers to say, “Hello, listen guys.” You know we have the product that needs to be bought, the device itself and then we have a monthly subscription. So, for the service since it has a sim card inside, so we have all of the emails by default of every one that's activated in the unit, and we can easily reach out to them because they need to enter the email just to create the account. So about the least it could sell if I was using a lot of Upwork, you know the portal like for freelancers?
[00:16:00] Scott: Sure.
[00:16:01] Matej : Because you know we have a U.S. presence, we have a U.S. company but the team is based in Slovenia, Europe. And we needed a good copywriter. So if I'm writing it, my English is good but this is not like a copywriter English. So we hired the guy from Canada and he was really great. He did the listing for 50 bucks, and he did the description, and all the HTML that's a nice description and the backend keywords and the title and everything and I was like blown away because he implemented so much that I didn't understand at the time yet, but I knew it was a good start.
[00:16:46] Scott: Now, let me ask you though, did you look for someone Upwork that does Amazon listings or just a copywriter?
[00:16:51] Matej : Yeah, yeah. I was trying to be as specific as possible just like I need the best guy to create a listing. So after that, we updated the pictures and then I just sent an email to our subscriber, to the users of the service and I just dropped in and you know this is before the change of TOS so I just said, “Listen guys, please leave us a review and I will just give you like two months of free subscription for the service, and we got like 20 reviews overnight and after that I stopped doing the PPC.
[00:17:33] Scott: Okay. So let me ask you this and you know people that are listening that might be new Amazon did a huge Terms of Service update where you can no longer do a review in exchange for a discount, and that's kind of what you were doing there. But, in the same breath, I still think it could have work even if you just said, “Hey we're going to give you…if you go and buy out thing, we'll give you two months extra this or we'll give you a little bonus here or that.”
And then just in your email follow up sequence, that could be where you could start to elude to, “Hey, if you can do us a favor let Amazon know how we're doing, that’d be awesome.” Like something simple like that. It's still would have worked. I still think you would have came out right about where you are. Let me ask you this though, and I'm sure people are asking themselves this, how big of an email list was that that you sent that out from? Approximately.
[00:18:24] Matej : Around 1,000 emails.
[00:18:26] Scott: About 1,000. So it's not huge? I mean it's a good list but it's… And those are buyers those are customers so they're a little bit better, a little bit more qualified. But a thousand emails. Like a thousand emails is what you used to basically push…
[00:18:39] Matej : At the time was just, the ones that just subscribed and even purchase it. And also the ones that…So I mean it was smaller if I need to correct myself. This was the total number of emails that we had from the people that were actually interested to buy the product and also and the people who actually had the product.
[00:19:03] Scott: So even smaller than a thousand which I think building an email list of a thousand isn't that hard to do. I think we could do it very easily. We've actually done it numerous times with some of the workshops that we've done and we've showed kind of exactly how we're doing it. But in your case, you were kind of just doing it on the side, right? You were kind of like building this email list of customers that are coming in or people that are interested but you weren't really hardcore going out there and building email list to launch a product. You were just using a resource that you had.
[00:19:33] Matej : Correct.
[00:19:34] Scott: Okay. So you push this out you get about 20 reviews which was awesome, you turn on pay-pay-click, and then what?
[00:19:43] Matej : It started scaling then we close around financing and then I started really pushing the PPC and it kept up a little, even if even if I added more budget, it wasn't generating more sales. So I started thinking how to leverage everything even more. And then the idea for the reviews like YouTube reviews, influence marketing. And I think like influence marketing was one of the key points that took us from having sales, having PPC working but really also scaling up everything because it was… I was looking it at that how can I generate additional outside traffic and YouTube reviews and I was also testing combining AdWords together with the listing. So I was using like the affiliate links just to track how many conversions did I generate through AdWords. And it was more and more of landing pages which was converting really in a great way, and I was looking how to get more clicks on the page itself.
[00:21:00] Scott: So what you are doing there with the AdWords, anyone that doesn't know what AdWords is, it's a Google ad platform. So basically you're able to go after keywords and then create an ad, which, you know, for people that don't understand that world, that can be… If you don't know about that, it can be kind of a little bit good learning curve to a pretty steep one. But you kind of knew it, it was in your skill sets you're using that. I'm curious though, how does that still perform for you? Are you driving those people directly to the listing or are you driving them to a landing page, pre-qualifying, email and then giving them something? What are you offering them?
[00:21:40] Matej : Yeah, I mean the initial test was just trying to use the best performing keywords in sponsored products and replicate that in the AdWords. Generated some sales but again the cost of acquisition was quite high. I hired like a marketing assistant end of the year, last year just like a part time and she helped me and just… She took a lot of load from me to draw the list of potential reviewers, a list of potential like Instagram influencers, and we were noticing that the YouTube reviews retargeted YouTube like reviewers of products were really performing. When I did my calculation after the new year, we just went like even more for after influencers, after Instagram and after the things of the were generating the best ROI.
[00:22:46] Scott: Okay. So from what I'm gathering here is you dabbled in a little bit of everything, right? You trying to testing, you're testing AdWords, you're testing your pay-pay-click in Amazon, you’re doing some YouTube outreach possibly even some Instagram. Any Facebook ads?
[00:23:06] Matej : Facebook was never really working for us. We did some tests but the only way the Facebook was generating some sales was like people arriving to our webpage and then leaving the email. We have like are willing to work with my car. So they just enter the car and we double check the location of ODB port where the device gets connected, and we gathered some emails and we did some flesh sales, discount sales and some of them converted. But it never worked like directly, direct traffic. And I also found out that I was testing with direct traffic and it was even negative for the listing because it was such cold traffic and the conversion was going down I think so I just stopped doing that quite quickly.
[00:23:59] Scott: Yeah, you were you were driving traffic there and it wasn't converting so that could've been hurting the ranking. Is what you're saying, right?
[00:24:05] Matej : Yeah.
[00:24:07] Scott: Okay. So let me ask you this, so you basically hired someone to kind of do the outreach for you or kind of kind of gather the places where they felt like you could possibly get your product in the hands of a potential reviewer or a YouTuber. Is this what I'm hearing correctly?
[00:24:23] Matej : Yeah. She's called Monica. She was translating from Slovenian and French and English and she really wanted to go into marketing. We started to really slowly gathering contacts and doing simple things but now she is performing even more advanced like marketing tactics already.
[00:24:48] Scott: So let me let me ask you this then on the YouTube thing. So what's the approach there for the YouTuber that you are reaching out to? What’s the, here's what I want you to do for me and here's what I'm going to do for you? You know what I mean? Like the outreach. What does that look like?
[00:25:06] Matej : So my idea was to start with not the biggest YouTuber, the most influential because they really want a lot of money to get your video published. So we were trying to find out like YouTubers that had like nice videos, nice production of the video, like tested like products that are electronic IOT products like a little more startup-ish IOT products and that was one of the least. The second to least was about like car enthusiasts and we started just, “Hi, it’s Monica from car lock and we would be really glad if you could a do review. We will send you a like a device and one year of free usage, if you can do the review of the product.”
And, you know, a lot of people didn’t reply it and we were quite a bit lazy because I know a lot of people would not even reply or agree to do anything. But the list was big enough that we did the initial outreach we got like I think around 10 to 15 YouTube reviews once the reviews started rolling out, I could see it on Amazon that it was performing. After that, we started doing like Instagram also, tried to find some Instagramers who are related with cars and in the car space more and testing that. We are still testing that. So, yeah.
[00:26:45] Scott: So let me ask you this. So on the YouTubers you said you got about 10 or 15 that actually said yes. How many did you reach out to to get those 10 or 15 yeses? Approximately.
[00:26:57] Matej : I think it was 200, something like that. Maybe it was less but I don’t remember really the exact number.
[00:27:06] Scott: No, no. My point is that people usually stop after like 10 and they think they've done a lot of outreach. To me it's about like you just said, if you send out a hundred whether it's an email or just even a direct message to these people, you get a hundred you might get five and maybe. That I'd be good that’s 5%, that’s a pretty good number. But I just wanted to kind of highlight that because I kind of was expecting that you probably did 100 or 200 and I was guessing that in my own head, so you kind of validated that for me. But yeah, it takes work to do that. Now, you have someone on your team that's actually doing that outreach. And are they doing that on a regular basis now?
[00:27:52] Matej : Yeah. We're trying different tactics but she is also doing some social media updates and Instagram updates.
[00:28:01] Scott: How big were those YouTube channels that you were looking at? I know you said you didn’t want to go after the biggest. But just so people can have an idea, what we're you looking at? Were you looking at like 25,000 subscribers, 100,000?
[00:28:13] Matej : 10,000 to 20,000 if I remember correctly it was smaller. So I knew they would not be asking for money to do the review.
[00:28:22] Scott: Okay. And did any of them come back and say they would do it but they needed money?
[00:28:26] Matej : Yeah, later on one once we started going like higher on the YouTubers with a bigger range of bigger follower base. And we tested also some paid ones and it was really different. I think you really need to double check everything with how many engagements of the video there are. If there is not like a fake bought reviews, fake followers, fake everything. So we were really taking the time and analyzing and if it's a good fit for our brand. So it takes time but it was worth it because it really adds to the credibility of the brand, those really honest reviews.
[00:29:14] Scott: I think the other thing that people need to realize is now that you have those videos out there, and they're out there, right? Like they're constantly probably getting views and you're going to be constantly getting traffic on these channels. So it's kind of like they made an evergreen video for you unless they said to you, “I'll do it but I'm going to pull it down after seven days.” I've actually on an Instagram post that I had on a page they gave me two prices.
They gave me one price to put it for I think 24 hours, and then they gave me another one to leave it up forever. And it was only like 25 bucks more to leave it up forever, so obviously I picked the $25 more because I'm now in that feed even though after a month I might not be seen again unless someone scrolls deep through there. But to me, it was worth it to be on that channel forever. Did you run across any of that? Did anybody say that we’ll leave it up only for certain time or did everyone just say that they would just put it on their channel and they’ll leave it?
[00:30:12] Matej : Till now I think everyone just they leave it there.
[00:30:15] Scott: Okay. That's great. That's great. That's really good. It sounds like you found that for external stuff right now for you and your products, is really YouTube has done really well.
[00:30:28] Matej : Yeah. I mean also Instagram is starting generating sales.
[00:30:32] Scott: Okay. So Instagram is working too?
[00:30:35] Matej : Yeah we're trying to brainstorm different ways to test the new things because I think the best channels are the ones that are not saturated yet, and that they like some strange combination maybe or it's usually something that you find out yourself that's working best, I believe or just testing different things and seeing what's working and what's not. And I just doubled down on what’s working there.
[00:31:03] Scott: And do you feel that for internally as far as with pay-per-click, do you feel like that is still like one of the one of the number one ways for you to get exposure other than organic?
[00:31:15] Matej : I tested AMS, Amazon Marketing Services. I was expecting much more, maybe I'm doing something wrong there but it was just if I was doing the big ads on top it was just a lot of money very quickly, spend it. And the other ads were really not working for me. So I think I have some space to add more keywords, PPC, to test it more.
[00:31:46] Scott: I found the same thing honestly with trying the Amazon service. And again, I don't know that you're doing anything wrong, I think just depends on the market and the products that you're using. But I found the same thing and honestly, I'm just finding it better like you just said you're trying to expand out the keywords. And the keyword is not where you have to be on the top. But I've been finding that I'm able to be exposed on the very top of the page anyway for one of those cross header banners that's not above, everyone else where that it stands out. It's like in almost like it looks like it's an organic search, like one of those. And then also I'm showing up on the right side for another one of our SKUs for the same keyword because we're going after the same audience, with the same keyword because it's a similar related product.
So I'm actually able to show up for two products on page one from one of our biggest keywords. But again, I just think that having that exposure out there and it sounds like it's converting for you but like you just said, you might have reached the ceiling for that so now you've got to kind of go a little bit wider, and a little bit more long tail is what I'm saying which takes time.
[00:33:07] Matej : Yeah we're on a selling like the main product, the car lock device and we sell two additional cables with just like an extension cable and a power cable for older cars. And one good thing that I found out using like AMS was to really promote the cables as much as possible on our listing so there are no ads for other products when you open the listing first. So try to minimize the ads on your listing for other products.
[00:33:38] Scott: Say that again. I think that's a pretty good golden nugget right there for people to listen to. So what are you saying there, again? As far as putting more on your listings in a sense of your own stuff so this way here other people can't really promote on yours because there is enough space. Is that what you're saying?
[00:33:54] Matej : Yeah, with AMS use the ads on the listings and you can target the listings so you just target your listing with product that are compatible and just promote your other products on your listings so there is a lower chance that someone will just click your competitor and buy. That’s what I found out that I think it’s a little interesting.
[00:34:17] Scott: Yeah, that is actually. So you're basically, you're targeting your own listing using the AMS.
[00:34:23] Matej : Yeah.
[00:34:24] Scott: Okay. Got you. That makes total sense.
[00:34:27] Matej : For the brand name, I also go all in like I use the banners, all of the different ads just to be sure that someone is looking for my brand, there is the lowest possible chance that he will buy another product. That's also one thing that I think it’s also interesting to use AMS for.
[00:34:48] Scott: Okay, cool. Yeah, those seem good tips right there. I like that. So at this point, you've discovered, how long have you been now selling on Amazon with this product? Has it been a year? Nine months?
[00:35:07] Matej : We just had a listing but it wasn't good, I didn't work on it. It was just the very basic account, depositing a professional account. And I think it will be one year… I read your book I think now it's one year or maybe the next month it's one year. So now it will be in July one year that I'm really actively trying to do something from Amazon.
[00:35:35] Scott: So I guess what I was going after is like 12 months ago, you weren't really actively 100% selling yet. You were getting ready to you kind of had this light bulb go on and say you know what, I should probably do this. Now you have and listened to everything that you've already done, it’s pretty impressive. I mean you know you've done so much and you get the big picture, you understand marketing, you understand that you have to test things in order to see if they're going to work, and that means that you probably lose a little bit of money testing out these things.
So again, I just want to kind of highlight that for people that are getting started because depending on where you are in this in this process you don't know what will happen until you get started. And in this case, you've started and now you've kind of seen where it's leading you and it seems like it's pretty exciting because you're literally, you know, just getting started in a sense. You know I mean? Like there's so much more the you can do and I think now that you're doing this YouTube outreach, Instagram outreach that to me is game changer stuff because you are able now to control that.
Once you find these little honey holes where you can actually go out there and find this traffic that's targeted and where it's going to convert, it's really hard to compete with that because you have these assets in place. So it's really good. But, let's wrap up with like so what now? Like what's the next move for you and your company? So what's next?
[00:37:05] Matej : My biggest dilemma and I would like to hear your feedback on that is should we spread our efforts and try to do Amazon Europe, or should we go and add a product that's maybe like for it’s in a similar technology but different use cases, and just staying focused on the U.S. market?
[00:37:30] Scott: It's a great question. I would say, at this point in the game because you have everything else kind of figured out, I mean, personally. And it's probably going to be easier for you than it would be for me is I would probably go in the other marketplace. Because all you're doing is taking your existing stuff and then just selling it over there now. Have you looked at any traffic over there for your products?
[00:37:54] Matej : Yeah, I did the initial test in Amazon UK, Amazon Italy and we sold some units. The problem is we don’t even have the buy box yet. But I just sent some traffic via AdWords to the listings and converted. So I think it’s one way that we can do it is just replicate a lot of tactics…
[00:38:16] Scott: Totally. Well, the thing is though you're actually ahead of the curve because a lot of those marketplaces aren't… They aren't really active yet. I mean they are but not the dot com, right? So because of that you're way ahead of it because you're figuring it out on one of the most well, it is the most used and most popular channel that Amazon has is the dot com. So, to me if you can win there it's going to be that much easier to win over on the other marketplaces. And you know that it converts already has already tested that. And for you because you are international anyway, it would be easier for you to do that. You actually went from being an international seller, and selling in the States which to a lot of people they would find that to be harder than just selling in your own home in your own country.
So in this case for you I always tell people, “What's the easiest thing for you to do right now?” The easiest thing would be to just launch in another platform. Period. Be done with it. Use exactly what you've done here, same strategies, all of the different marketing things that you've done and do that like that would be the easiest. But with that being said, I think you're sitting on a huge opportunity to be able to take, like you said, the technology and adapt it to another thing. Because it's proven, it works everything but now you can just adapt that to another marketplace and then go after that marketplace, and now you're kind of taking the same product in a sense, but now you're just modifying it to fit that market.
It's a decision for you is like, what do you want to do? I think developing the other product could be a little bit more challenging just because you have to kind of you've got to work through it, right? You've got to create you know some of those modifications and all that stuff. So that will probably be more time than for you to just say, “Let's go ahead and take this existing thing and then just basically make it active over here.”
I would say that if it was me and I was in your situation. I would probably say, “I'm going to go into the other marketplaces.” Because it's already proven to work, it's a good product, you're getting good reviews, people like it, it works like all that stuff. So let's just now, let's widen the net and go international. But in the same breath you can still, in the background, you could be working on the components of stuff to do the, you know, the second thing because I think you should own both really. It's just a matter of where is your time best spent?
[00:40:47] Matej : My idea is because we have a lot of negatives keywords and just to create the product or around that negative keywords. I have an idea of how it could be really, we could really expand then the target. Because the negative keywords for this product could be retargeted to the second one. And I know which keywords already are and it could really interesting.
[00:41:13] Scott: Yeah because you're looking at the search term reports of people that are typing in and then you're seeing like, “Oh, I got a click here and it didn't convert.” Well that's a no brainer because it's not it's not what they thought it was because it doesn't fit that thing, it doesn't fit that brand or whatever. And then for you it's like, “Well, if I can make one that fits that brand, I could technically sell that.” Because there's a ton of impressions, a ton of clicks, but no sales. So again, I’d like people to hear this because you are actually finding the next product by looking at the real searches that are being done by people that are willing to buy, it wasn't the right product for them because it didn't work for whatever reason.
[00:41:52] Matej : Yeah for that use case.
[00:41:53] Scott: Yeah, for that use case. Exactly. That's it's a beautiful thing to have. I mean gosh, you think about how lucky we are to be able to live in the world that we do now, to where you're getting all this data in business, then you're not even really guessing. It's real searches from real people in the back end of your pay-per-click and Amazon is giving us that data and you're using it as a negative term because you're like, “Well, I don't want to show up for this because I know it doesn't convert.” But then say in the back your mind you're saying, “But, if I could create a product that worked for this, it would be a winner.” I like it. I like that a lot.
So I would do it, man. I would go for it. I would definitely probably go for that as well. But again, I understand you can't do everything. So I keep working on the YouTube, and the Instagram, and that outreach type stuff and keep that rolling. I think that's a huge component. And then from there I think I would start thinking about how to get it listed and get it live in, you know, in the other countries that you want to launch in. And then from there, in the background, I'd be figuring out that next product that I could make that would be you know the next one in line. That's probably what I would. So, yeah man. I think you're good. I think you're in a good spot.
[00:43:14] Matej : Thanks, thanks.
[00:43:15] Scott: Yeah, absolutely.
[00:43:16] Matej : I also really like the search term report. It’s really like exact compared to you know having a web page and doing analytics and doing the adwords and doing the other things. And you never really know the exact conversions and the exact keywords. It's much more trickier to get everything exact. And with the search term report in Amazon it’s so, so easy. You just export it.
[00:43:44] Scott: Yeah you're just looking at real data. That's what I love about it, right? So really quickly before we wrap up here, I know we can keep going here because there's a lot we can dig into. And I don't want to open up a can of worms here with pay-per-click because we could do a whole session on that. But let me ask you this, was your strategy taking like, how many clicks that didn't convert would you then add them as a negative keyword? Or did you even have that in place? Or was it just kind of like a gut feeling? You're like, “I’ve gotten like 10 clicks on this and it didn't convert. I'm going to go ahead and I'm going to remove that.” Or was it just that you knew because you're like, “Oh, yeah that doesn't work with that, so I don't want to be showing up for that.”
[00:44:28] Matej : Yeah, it was a combination. So, the initial was really the simple one. So it was a total different thing like in the automatic campaigns, like no, no, no this is not like, it's some totally different use cases than the product is solving. And that was a no brainer. And after that it was with the manuals and also in the automatic it was more like how much budget was already lost before I turn it off. So as I was explaining, the initial budget were really low and I was very careful. So I started doing manual quite quickly and I just tested the keywords and did some, I don’t remember the exact numbers but it was like half of the price of the product or something like that of money lost. I just disabled it for the time.
[00:45:32] Scott: I got you. So I mean some of them were very obvious. You're like, “I'm definitely… I don't want to show up for that because it's not right.” But then there's some of them that you were like you were going based off of clicks. You're like, “Okay, I got clicks but I didn't get sales. So let's pause this or let's just go ahead and just add that it is a negative key term or keyword.” All right. That sounds about right. So I just wanted to dig into that a little bit. But is there any last little bits tips, advice for anyone that's just starting that you might be able to give?
[00:46:05] Matej : Take action.
[00:46:07] Scott: I love that one you know that. I'm actually wearing my take action shirt right now today too. So yeah, you got to take action I get that. I mean is there anything though that you would say like in the beginning being frustrated. Like what got you through maybe some of that? So this way here people can hear how you kind of get through that.
[00:46:28] Matej : I see a lot of products that are being developed and there's always the moment that the product needs to be sustainable like in the selling of the product itself. So you create the products, it’s a nice idea, and you try to sell it and it's not working or the cost of acquisition is too high or you don’t find the right channel and it’s frustrating. So before I found out how to do Amazon correctly, it was also for me very frustrating but I would say that you need to test and keep testing and you will figure it out in a way.
[00:47:12] Scott: Yeah, well I think you have to ask yourself those questions, right? I always tell people to like when you do something, something is going to happen. Whether it's a good thing or a bad thing and then you have to ask yourself a question about that certain thing and then your mind is going to kind of come back with an answer. So you have to figure it out. But you can't really learn and you can't get results unless you actually put something in motion. So for you to run a campaign in the AdWords or pay-per-click or whatever, you wouldn't know unless you did it. But if you just thought in your head it has to be a winner, you may never do it because you're like, “Well, there's a chance it's not going to be a winner and I'm going to be defeated. So I'm not going to start.”
And I think the biggest takeaway for people listening that are on the fence or that are frustrated, just understand everything that you did Matej was not perfect, right? There was things that didn't work but here you are. You're still plugging away and you're still learning and you're still moving forward. So, again I just wanted to highlight that for people and just anyone that comes on that everything isn't perfect, and it's not it's not really supposed to be because that’s how you learn. You got to learn through doing and you've done a great job at that.
So, Matej I want to thank you so much for sharing your story and even posting it so everyone else could see it and then getting my attention and then having you on the show and really hearing kind of like how you were able to kind of start… Even though you were already kind of started just not in this space and I think that's always refreshing to hear. So, again man I want to thank you and I'm sure we'll have to have you maybe back on to do an update, and see how things are going, and see what direction you went next and I think that would be really cool to do. So I want to thank you again Matej for coming on.
[00:48:57] Matej : Thank you very much for your time and for having me as a guest.
[00:49:01] Scott: Yeah, absolutely man. And just keep me posted, all right?
[00:49:04] Matej : All right, thanks.
[00:49:07] Scott: All right. So I wasn't kidding, right? What an awesome, awesome story. What a cool guy too by the way. I really want to thank Matej Matej for coming on and really just sharing his story. And that's what I love doing here is digging in and unpacking kind of like what it looked like before, what it looks like now, I don't want to say what it looks like after, because there's not after yet. You're continually growing, you're continuing to kind of learn, you're going through this process and you heard him say over and over again, “I'm testing. I'm testing.” Like that’s the only way that you can get a result is to test something. And part of your small test and like he said, he did 20 units and then he ran some AdWords traffic to it and saw if it would convert and it did. And he goes, “Okay, I guess I'm going to do it.” But he wouldn't have done it if he didn't do a test order of 20 units, right?
So you guys hear me say that all the time, you don't have to have this massive budget in the beginning just to get a result, to see, “Is this thing going to work?” So I just really want to stress that that's why I like having people on like Matej to share their story, to really unpack what has happened through this journey. And you can you can hear just by listening to his story. There's been a lot of different things that he's done that he's tried, that I feel are part of his success. One of them is the YouTube strategy, and Instagram and building your own list and all of that stuff which we've talked about.
So guys, I can go on and on and I just really, really truly believe that if you want something, you just have to go out there and start something in order to get a result, or you'll never know. I always going to go back to the working out. If you don't work out and if you don't eat right, you're probably going to stay in the shape that you're at right now. Nothing's going to change, right? But if you go ahead and you start to work out even a little bit, diet a little bit, you're going to slowly start to see those results. It takes little steps that can compound over time again, I go back to the compound effect, but it's true. It really truly is.
[00:51:10] Scott: All right, guys. So the show notes to this episode which you're probably going to want to download head over to theamazingseller.com/381, you can grab all the show notes, the transcripts, the links all that stuff. Again, little reminder, if you have not downloaded and read the book about How to Launch your Product, The Blueprint, the actual blueprint that he actually used, before he became a listener, head over to theamazingseller.com/book, and go ahead and grab your copy.
And again, it's a quick read but I think it'll be very, very beneficial to you especially if you're just getting started. All right guys, so that's it. That's going to wrap it up. Remember as always, 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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