Getting a business, let alone a brand off of the ground can be a difficult feat. That’s why Scott is passionate about providing resources that will help sellers like you succeed! But it’s not all about the right resources, sometimes it can be extremely helpful to hear someone’s story. On this episode of The Amazing Seller, you’ll hear from Jason Quillian as he opens up about his journey and how he’s been able to grow a thriving brand using the concepts and principles that Scott teaches here to the TAS community. If you are looking for that one piece of advice or key insight that could help push your brand to the next level, then you’ve come to the right place! Grab a pen and some paper, you’ll want to take notes for this powerful episode!
What has been your process for product research? Do you follow all of the steps that Scott has laid out or have you adapted your own approach? Which part of the process have you found to the most important? On this episode of The Amazing Seller, you’ll hear from a fellow TAS follower like you, Jason Quillian. Jason has succeeded in building a growing brand due in large part to the lessons he has learned from listening to Scott and interacting with the TAS community. Jason and Scott discuss the product research process and how making the right decisions during this crucial phase can make all the difference. Hear more about Jason’s story on this fascinating episode!
Building a Brand
What part of the journey do you find yourself on? Are you just starting out and testing your first product or are you in the throes of building and strategizing about your brand concept and identity? On this episode of The Amazing Seller, Scott sits down with Jason Quillian to discuss his process and how he went from testing a product to building a successful brand. Jason doesn’t paint his journey as an easy or carefree one but he has been able to utilize important lessons from Scott’s content as well as draw from his experience in the ecommerce marketplace. Find out what other factors contributed to Jason’s success on this helpful episode!
Running out of Inventory
Running out of inventory has to be one of the most worrisome aspects of being an ecommerce seller, wouldn’t you agree? But is it really worth all of that stress and worry? Is running out of inventory as catastrophic as your fears would have you believe? On this episode of The Amazing Seller, you’ll hear from Scott as he discusses this topic with a TAS follower like you, Jason Quillian. Jason explains how he ran out of stock for one of his successful products and how the situation was a setback but by no means was it a critical blow that set his brand back. Find out what lessons you can take away from Jason’s experience and more, don’t miss this informative episode!
Don’t Change things Too Often
As a business leader, you have a certain entrepreneurial spirit that drives you to innovate and disrupt the status quo. But if you aren’t careful, that innovative spirit can lead you to become impatient and even self-defeating. On this episode of The Amazing Seller, Jason Quillian joins Scott to explain how important it is to let certain processes play out in your brand over time. Don’t follow the impulse to adapt or change something you’ve put into place just because you haven’t seen immediate results. Listen to this episode as Jason goes deeper into his story and draws out helpful lessons for sellers like you!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [3:00] Jason Quillian joins the podcast.
- [5:00] Jason tells his story, the cliff notes version.
- [11:00] What caused Jason to jump into starting his own ecommerce business?
- [17:00] What is Jason’s product research strategy?
- [24:30] Dealing with returns and pivoting to variations.
- [30:00] Jason talks about his launch.
- [33:30] How did Jason use PPC?
- [36:30] Building and expanding your brand.
- [44:00] Dealing with challenges along the way.
- [53:30] Parting advice from Jason.
TRANSCRIPT TAS 425
TAS 425 – How This Test (Side Hustle) Turned into 6 Figures and Still Growing[INTRODUCTION] [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 425. Today I’m excited because I’ve got… [read more=”Read full transcript…” less=”Read less”]
…another TAS listener on with us, I’m going to shine the spotlight on Jason Quillian and I hope that I pronounced his probably.
Jason if I didn’t I apologize I forgot to ask you how to pronounce your last name, but I think I got it right. Anyway Jason posted inside of our TAS Facebook group and he got a great response from a lot of different people. He talks a lot about how he went from zero to six figures in revenue by the way and how he did this as a side project or as a side hustle as a lot of people call it in our community.
We’re going to talk about how he did this really as a test and then how he turned it into six figures and still growing. We’re going to talk about how he found products, what he does differently to his products to make them standout. We’re going to talk about all that stuff. I’m going to talk about his launch strategy. I’m going to talk about what he has planned in the future.
What he sees as the future of Amazon because he has his thoughts on that as well which you might be surprised by. Yeah, I’m really excited to share him with you because again he is just like you guys. He is a TAS listener. He is listening to the podcast, he’s done this strictly by following what we’ve been talking about here on the podcast by listening and implementing and taking action.
I think that’s a big one I want you guys to take away. A lot of people say, “Scott I want to wait until I have X amount of dollars to get started.” “Why?” That’s what I say a lot of times it's like, “Why do you want to wait until you have that?” Just use what you have and just make something from that or test something from that. You can test 10 units, 50 units or you can do retail arbitrage and you get your feet where a lot of people start there.
[00:02:00] Scott: You guys know I have a little course out there called 1KFastTrack and that will get you started. That will get you to the 1K. If you’re in that place you probably want to go over and check that out. Here is this little shameless plug I wasn’t even planning on throwing this in here but it just happened. 1KFastTrack.com and you can check that out. Dom Sugar who is a good friend of mine and also part of our TAS team, he actually teaches it he’s got 20 plus years in experience in that field.
Definitely go check that out if you’re one of those people saying I’m going to wait until I have X amount of dollars. I think you should get started like today. Really excited to share my next guest like I said Jason is going to tell us everything that he did and all of the thoughts of what went through his head during this process.
One last thing I probably should say if you’re not part of our TAS Facebook group where Jason and a lot of other cool TASers are hanging out head over there and be part of our community and you can do that by heading over to theamazingseller.com/FB by the way and yeah just request to join and we’ll see you over there.
I’m going to stop talking now so that you can listen to this awesome interview that I did with my good friend Jason Quillian and I hope I pronounced that right. Here we go.
[00:03:19] Scott: Well, hey Jason, thank you so much for coming on the podcast man. How are you doing?
[00:03:23] Jason: Hey, great Scott thanks it’s really cool to be talking to you after hearing your voice for over 400 episodes now.
[00:03:29] Scott: Has it been that many?
[00:03:31] Jason: Supposedly actually and I’ve been listening to your one and a half times speed so it sounds like you’re pretty chilled out today.
[00:03:36] Scott: Yeah, well yeah, and it’s funny because I get a lot of people that say I talk fast regularly. I can’t imagine one and half speed with Scott I mean that would be insane.
[00:03:44] Jason: It’s been yeah, I’ve been cramming in the information. You definitely sound a lot more intense at one and a half time speed.
[00:03:51] Scott: It was funny because I was just recording a Ask Scott session and I was doing one of my typical little rants and I was literally starting to sweat because I was getting so into it and I can’t imagine that at one and a half speed.
[00:03:51] Jason: Yeah, I was listening to all at one and a half speed.
[00:04:08] Scott: That’s funny, yeah, that’s funny. Awesome yes so I’m really excited to have you on. I actually seen a post that was inside of our Facebook group and that’s what got me aware of you and what you’re doing and stuff and I wanted to just get you on and I always like to dig in to people's stories like real people not people out there taunting these big numbers and all that stuff.
I like to just get down to the nitty-gritty. I know you shared with me some of your back story and stuff and a little bit of burn out I was hearing in your message and stuff and then from there you started to figure out this thing or started to play in the private label world. I want to just get a little bit of a background get people caught up and then we can dig into your private label stuff.
[00:04:08] Jason: Sure, yeah, no, that’s fine. I’m around your age, I’m 45.
[00:05:02] Scott: 44 I heard, you’re going to be 45 in October right?
[00:05:04] Jason: I’ll be 45 in two days actually from the time of this recording, so yeah pretty close. Yeah, you could I don’t know if it’s a mid-age crisis or what it is.
[00:05:13] Scott: It’s funny, wait a minute we have a pause on that one because it’s funny I always said before I was 40, I’m like I will never be like that. I don’t care it’s just a number who cares. I’m telling you what I’m stuck, I have these moments where I’m like, damn man I’m like in five more years I’m going to be 50 and then five more years like 55. I’m whoa, whoa, I can’t do that.
[00:05:32] Jason: Don’t even start me on that one. No, absolutely. Now I’m originally from… Quick backstory I will make it as quick as possible. I’m originally from the East Coast of Canada. I left Canada just to go on a two month working summer holiday in ’97. That has turned into an IT career where I’ve working up to live in the UK… That’s my dog.
[00:05:56] Scott: Yes, was it Scooby?
[00:05:57] Jason: Yeah, Scooby.
[00:05:59] Scott: Nice black lab right?
[00:06:00] Jason: Exactly black lab, so lovely two years old. His birthday is in 10 days.
[00:06:05] Scott: Nice, happy birthday Scooby.
[00:06:09] Jason: Yeah, so we went into a two-month summer holiday turned into a career in IT living in the UK mainly but also in Australia for a little bit. I was quite fortunate in that sense, quite to have a career. The career ultimately led me to Switzerland in the most recent place and I get maybe it’s been 20 years doing that. We always talk about testing in the private label community test everything.
That’s actually my job, so testing things, so software testing. It kinda comes naturally to me. I’ve always been a bit of a side investor, I guess chicken entrepreneur if you want to call that just somebody on the side doing it it’s more of a hobby than anything else. It always interests me I read an article around retail arbitrage and it actually then had a little blur from Greg Mercer, Jungle Scout which led me into his collaborative launch which ultimately led me into your podcast.
[00:07:10] Scott: Wow, interesting I like that, yeah. That’s cool it’s funny how things will just kind of happen.
[00:07:14] Jason: Yeah, exactly it was just sort of one thing lead to another and the retail arbitrage thing didn’t really appeal to me mainly because it’s pretty hard to find anything cheap living in Switzerland. That wasn’t really going to work.
[00:07:26] Scott: That makes it hard right?
[00:07:27] Jason: Yeah, absolutely can’t just pop into your Costco or Walmart or anything like that to get stuff going on in the clearance bins. Yeah, and the private label sounded much more interesting, also it has sort of higher barriers to entry. You need a little bit of cash capital which I’m lucky in that a sense.
Yeah, one thing led to another. My original budget I set aside five grand. Went through the whole, all the steps that you talk about really and the 10 by 10 by 1 thing really intrigued me. I thought well, so I said to wife I said well I’ll try I’ll see how it goes. If it works, let’s go from there. It has worked pretty well.
[00:08:02] Scott: Yeah, that’s awesome and again you definitely did shorten up I mean you’ve got a big background as far as you’ve dabbled in a lot of different things. I see here you even started your second online business lead generation in 2010 and 2011. I mean you’re no stranger to the online space, you understand it. You’re obviously a smart guy being in the IT workplace as far as understanding all the stuff. You’re a smart guy you understand it. It sounds like you’ve had a pretty darn cool little career. I mean being able to bounce around from here to there it sounds pretty cool.
[00:08:38] Jason: Yeah it’s been really great and when I first started it because I sort of stumbled into I guess it would be the best way to describe it. It’s just that time when IT contracting in the UK was really going gang busters and they were looking for people and I happened to be in the right place and the right timing. I gave it a try. It started off as something that was really cool. I thought oh this is great, I get paid to sort of break stuff on a daily basis.
[00:09:02] Scott: And figure out how to fix it, right.
[00:09:03] Jason: Exactly, I don’t even have to fix it. I just have to tell the people who built it that it’s broken.
[00:09:08] Scott: Okay, that’s even better.
[00:09:10] Jason: Yeah, it’s a great job in that respect. That was always the intrigue of it and there's… With software there is, I mean we’ve all had issues with software of course and there is many ways to break it. It’s hard to make it unbreakable, shall we say. The developers have a harder job than I always had as a software tester and test manager. Yeah, and then I was just getting to the point where I wasn’t finding the career as satisfying maybe it was burn out, maybe it was just circumstances.
Maybe it was a longing for something else, maybe it was just… There is a whole host of things that was sort of happening and we decided to pack in for now and move country with the family and here we are. So now we’ve moved from Switzerland to Spain just I have literally arrived just a couple of days ago. Yeah, and I’m going to focus fulltime for now on the private label business.
[00:09:59] Scott: Nice. That’s really cool I mean to just hear your story. I mean again you’ve been out at it a while as far as like in what you’ve been good at. You know what I mean like let’s face it you go there and you understand that business. Then something happens and I can’t explain it either. I think everyone has their own situations and I’m reading again a little bit of what you had written to me.
I mean you talk about a healthy lifestyle that was not there you weren’t exercising, too tired, stressed. Just even not enough energy to really pursue what you wanted to play around with in the business, so was I guess what was the turning point for you? Was it that that you just had this little wakeup call that you’re like, “You know what? I’ve got to just do something. I’ve got to make a change here” because I’m not happy or I’m not feeling good. What was it?
[00:10:58] Jason: That was a big part of it. I started it back at the beginning of 2016 and when I say started I spent three months just reading and listening to your podcast and just sort of getting a feel for okay is this something I really want to invest my time in being a father, a husband, an employee and then there is a lot going on and invest on the side.
Then after sort of listening to everything and watching everything, then I said okay, let’s dabble in. I picked a product so it was around, well actually it went live in July 2016 with my first product. It was about another three months to get it online. Then when I posted into the TAS community… The reason why I did that really is because there is a lot of people, I mean including myself.
I’m sure you have your moments too where you struggle with things. There is always issues that crop up Amazon change the rules or somebody is messed around with the listing or there is just so many, there is always something else. It just went down that path where I thought it was one year and I’ve done all right as it showed on a revenue basis. It was about $133,000. I went from one to four products and you hear all these people saying, “Oh it doesn’t work.”
I just wanted to sort of show well it can still work there is no guarantees of course in life. Maybe I got lucky. To be honest the first product is still my best. I don’t know if that’s a curse or a blessing because maybe I would have been demotivated if it hadn’t worked the first time. Yeah, and then going back to the original point where why make the change it sort of summed up with me and my wife discussing it and we’ve got the money to invest in it and we both have good careers and we are enjoying life in Switzerland. We just said if we don’t do this now we’re always going to wonder what if.
20 years and I'm officially I guess retirement age so then you start thinking well this is going to change massively in the next 20 years. This is not going to get any easier to do in 20 years. Why not just try to focus on it now and see where the journey leads us?
[00:13:09] Scott: Yeah, no and I think again I think that’s a perfect way to think about it too. It’s a mindset thing I think for a lot of people and you gave yourself one year type of like let’s see what happens here. Let’s give it a year let’s see what happens. Again like you said you knew that moving forward you wanted something else that was a little bit more.
I hate saying recurring or passive but it can be with very little maintenance or upkeep if you set things up right but with what you’re doing in being in the IT world, there is a day that you’re like I want to retire right?
[00:13:49] Jason: Yeah.
[00:13:50] Scott: I look at things that I’m doing today I don’t really look at it as like I’m ever going to retire right, like I’m just.
[00:13:56] Jason: Yeah, and it absolutely depends on your definition of retirement I don’t see myself sitting around in the sun chair all day and doing nothing. It’s a question of well 20 years the whole Amazon space and everything ecommerce will be massively different than it is because you think 20 years ago from now which is when I started my career in ’97 it’s been massive and they say in IT that they say that technology doubles every two years is it or something like that.
There is some sort of stat like that so we’re moving at lightning pace here that sort of change. Absolutely I mean and you hear probably more than I do, about just how everyone goes up in arms every time just a simple terms of service changes and there is all technology behind it but that even throws it even for more of a curve later on with them updating their algorithms, pay-per-click rankings, and yeah all that stuff.
It was just a question of really just saying yeah, let’s give it a try now because if we don’t it’s 20 years before you hit that age of retirement shall we say and then you’re always going to say, well I didn’t do it because I was really enjoying it for a while and I am enjoying it.
I love the whole business process like I said I've always been a bit of a hobby business person. That whole okay find a product in demand, figure out how you can innovate and it’s so much easier now with everybody loves to complain on the internet. It’s easy to find the negative comments.
[00:15:14] Scott: Isn’t that true?
[00:15:15] Jason: Then arrange the logistics, get there, find the supplier, arrange the negotiation the pricing thing. Then deal with the logistics, get it in. I’m an international seller because I’m abroad so getting in through US customs I decide because I know the US market better than probably, I should probably say the North American market better being Canadian so it fell on North America.
I know the differences between the UK English and the North American English. Yeah, it just sort of I love that whole thing and I got to that point in work where I was just as you said I guess burned out or whatever where I was just like I wasn’t exercising and the business was doing well which is the time when you think you should enjoy it most.
I wasn’t even enjoying. I was like just I was just honestly almost on autopilot for about two to three months if not more. It suffered a bit from that but as I’m recovering from that now but yeah I’m full steam ahead now. I’ve got five products online, I’ve got another one coming online in the UK very soon probably within a month and I’ve got five more coming from another supplier… Sorry not five seven more. Really trying to scale up the product lines and see how that goes.
[00:16:27] Scott: Cool, so okay and that’s awesome. For people that are listening right now I mean there is nothing secretive here right. It’s like Amazon is giving us all of the things that we need to know by looking at the data and then saying like okay how do we make it better? Like you said there is never been a better time for us to go online whether it’s Amazon or any other site and hear how people are complaining about stuff.
Then for you to listen in and go oh let me make that better, that will be a better product and then understanding the market and all that stuff. Let’s go back to your product research in the beginning. What was your strategy I guess? Was it something that you were using or were you just like you know what I’m just going to go out there and just see whatever I can find that matches some numbers and then just launch something?
[00:17:19] Jason: I like your idea of the touch list to be honest and my wife is really good at that. She keeps coming back every day with hey, I think we sell this.
[00:17:29] Scott: My wife does the same thing too by the way Jason.
[00:17:31] Jason: I say, “Well I need to see if it sells on Amazon not whether it’s being sold in a store in Switzerland.” Then it’s about finding time so the original not trying to plug but I believe you get a cup of coffee anyway but I went to Jungle Scout. I downloaded Jungle Scout and I used the web app if I remember also to have the filter which says okay, try and find going by that 10 by 10 by 1 criteria trying to find a product with where I could see the breadth and depth of the market.
That I could figure that if I could get in the sort of top 10 I’d sell 10 a day and that the margins looked to be around that I make them around $10 a unit. That was it really and then now that I say that of course and all the memories start flooding back so I came up with this short list of around 10 and actually sort of refined that a bit and I was down to sort of the top three.
I remember one of them I was thinking all these sounds like the really good one on numbers it all sounded great. The problem I had with that one and I changed my mind on the very last day when I was about to place the order was I couldn’t find anything that I could really make it unique. I was thinking it's just going to be another one of those with my brand on it.
That made me uncomfortable thankfully because now I look at it and the prices have dropped massively and I think it’s because people have sort of run out of ideas on how to make this different. Now I’m sure there is somebody out there in the audience who have an idea and they’ll maybe refine it again.
Yeah, these things evolve but I couldn’t figure anything out and I didn’t see a lot of negative comments. It was occasional little thing here and there but nothing that I thought of everyone is just going to copy this in a month. Yeah, that was it so in the end this one just of it was shall we say it was a bit more of a complicated product than I thought when I saw it and I know it, so it’s not something I wasn’t aware of or anything. It’s not something trendy but quite the opposite to be honest and I try and go for those the unsexy things.
[00:19:40] Jason: I don’t want to just have a whole inventory of fidget spinners sitting around. That makes me uncomfortable, with inventory everywhere. I mean there is some huge money I’m sure to be made in it but I prefer a bit of a slow and steady stable income.
That was it. It was really trying to find something with the breadth and depth of market and you know what that means with going into Jungle Scout and seeing okay, is there another enough other sellers shall we say with enough sales so be it roughly 300 a month or is it every one person has all the sales and dominating. I found one. It’s not a new product so it’s a bit difficult to innovate on it but with the comments there was something that seemed to jump out.
Then I did that and I’m not very good at designing things, so that was a bit of… I’m better at breaking things and taking them apart then put them together. I came up with an idea. I approached some suppliers and I’ve had nothing but good experience with the Chinese suppliers I’ve been dealing with to be honest. They helped me even sort of design in the end and they sort of gave me some drawings that was sort of what you mean and yeah.
[00:20:48] Scott: Now let me ask you this because a lot of people think that they have to do a mold or something did you have to do a mold?
[00:20:53] Jason: No I didn’t not with the supplier.
[00:20:53] Scott: Okay, so you just did a tweak or a modification whether it’s adding a new strap or whether it’s adding something a handle a little bit longer whatever right. You’re adding something to it that might have just solved the problem within that product but it was just like.
[00:21:10] Jason: Technically I did another feature to it is what I did and nothing too complicated so that’s about it yeah.
[00:21:15] Scott: Okay, and let me ask you this. So what was the experience like for you finding a supplier? Was it going to Alibaba and then finding one there and then starting to dig in?
[00:21:25] Jason: Yes, no I followed the shall we say the usual guidance and yeah I went straight to Alibaba. I had contacted, I would have to dig it up but let’s say probably 20ish suppliers and you quickly see the ones that are good at communicating. You can quickly see and I just asked some sort of ball pack prices and then you get down to samples.
I had four different suppliers I think that sent me samples and you could really see the difference in the quality and to be honest it was quite interesting because the one that I ended up ultimately picking really didn’t get the spec I gave him. He was well off on the spec but the quality was really good and his price was fantastic. It gave me a bit of a challenge actually because I was thinking okay, these other guys have understood everything I said and provided me with a really good quality product.
It was two or three times as expensive. I was thinking this is really going to sort of hurt me. What I ended up doing was taking on because nobody had sort of nailed it and I went and took pictures of all the different samples I had gotten, sent it to what turned out to be the cheapest supplier and said, “Can you do something like this?” I explained to him I said, “I asked for these sort of things but obviously you haven’t quite understood what I meant. Here is a picture of what I’m looking for.” Then they came back with the second sample and it was fantastic.
[00:22:47] Scott: Okay, yeah, sometimes pictures is better than explaining right.
[00:22:49] Jason: Pictures are definitely worth the thought. It was so much easier with pictures. It’s quite hard because I don’t have the best drawing ability shall we say. It was quite hard and I did try, I think I did too much in words, I think it needs to be in more written. I think I probably provided some sample pictures of couple of competitors effectively but not really detail.
[00:23:17] Scott: Got you.
[00:23:18] Jason: That’s what I think I would do different going forward.
[00:23:20] Scott: Yeah, no and I think that makes sense even if you showed a variety of different pictures of not even all put together. I want this thing included on this thing right and it’s like you can add those different features even if you just got a Google image.You know what I mean?
[00:23:33] Jason: Yes absolutely.
[00:23:34] Scott: At least show them but I like hearing that that you actually went on Alibaba. We have a brand that we just started about six months ago. It’s doing really well and we followed everything to a tee that we talk about here on the podcast. Every single thing everything I teach in my class everything is the same.
Some people think like you can’t do it, like the ways that you’re saying Scott. It’s just too straight forward, it’s too simple. I’m like no it’s just I’m not saying you’re going to go there and find that product on Alibaba and then you’re just going to brand it and that’s it.
[00:24:06] Jason: No.
[00:24:07] Scott: I’m saying you’re going to find your supplier there and do exactly what you did and start to ask questions and say can you do this? Can you do that? Then that’s where they can start to make a unique product for you.
[00:24:17] Jason: That’s what sort of happened to me. I’m sure we’ll touch on it at some point but the bumps on the road along the way over the last year and half I guess quarter it was one of the bumps I had was refunds and still continue to suffer from it. It’s a much higher rate than what I would like and not what I had planned. That certainly hurt when you look I’ve put my revenue out there but that hasn’t really given me the ideal profit margins I was hoping for.
[00:24:43] Scott: Without disclosing the product what is the main reason? Is it like they are not clear on how it’s being used or…?
[00:24:52] Jason: This is something I’m still struggling with because it’s literally because I go through the review comments. I didn’t even know that you can find that report in there. That’s a really useful report by the way. It’s under the… I can’t remember exactly where it is. I have to bring it up but there is a returns reports which tells you generally if they give feedback exactly what they wrote for the feedback.
That’s invaluable because I have the automated email sequence and I write back to them and with the automated software I say, hey let me know. Of course not everybody is going to spend the time to do that. They’ve already done that a lot of times for Amazon and literary and some of those comments one person will say it’s too big, the other person will say it’s too small. Some of them say it’s too thick, some of them say it’s too thin. Someone will say oh it’s not the color that it showed on my screen and it is.
[00:25:36] Scott: Yeah, your calibration on your screen isn’t the whatever right? It’s like yeah that’s tough yeah.
[00:25:40] Jason: It’s like man it’s really hard and it’s in that $30 range so it’s that same sort of price. It’s been really hard but what that has allowed me to do though is take that feedback… I’ve tried to address some of them are genuine issues that they’ve had. I’ve improved the product, there is on the third model now I believe and a slightly different one for the UK market coming up.
What I’ve done with that feedback really because I said I went from one to four products and now I’ve got a fifth one is I use that to come up with variations of the product. This is what I’ve sort of deviated from the process if you like of going to touch list or Jungle Scout to sort of short list then go to Alibaba. I already had the supplier.
The supplier can make all these variations. I went to them and said, “Look, this is the sort of feedback somebody complained about the quality of material.” I said, “Look do you have,” and it was just a simple question, “Do you have better materials?” He said, “Yeah, of course but it comes at a more cost.” I said, “Well how much?” He said, “Oh 20 cents a unit.”
[00:26:44] Scott: I know a lot of times the cost is not as much as you think.
[00:26:47] Jason: Actually yes I couldn’t believe it I said, “Oh just do that.” I said, “Well, I think this is better if this is going to be so much better then we’ll have to do this since it’s not, yeah.” The supplier has been great but they haven’t… I did engage that was a key thing you guys have talked about before having an inspection company onsite and China has been massive. They weren’t used to that at the beginning either.
They found them quite difficult and at a first I thought they meant like oh well there is a problem with the people doing the inspection. No it’s just the quality criteria is so high and I explained it to them. I had to say, “Look, if you don’t hit the quality criteria the western consumer is quite picky and that’s going to increase my returns.
More returns means I get less sales which means I order less from you. I have this big business for both of us we have to hit the quality mark that I’ve asked otherwise this isn’t going to last.” They understood that, so they’ve been much better there is the occasional issue naturally when you’re doing anything in mass volumes.
[00:27:50] Scott: Yeah absolutely.
[00:27:50] Jason: Sorry to jump in. Yeah, so the feedback has been really driving my product development now. That’s been the key thing instead starting the whole process over like you said you had followed it all again. Also I’ve been taking those return comments and other feedbacks that I find when they put product reviews in and just using that to sort of expand my product range for the most part.
[00:28:11] Scott: Yeah, so okay, so and like you said you’re about ready to launch another seven. Are they all variations?
[00:28:18] Jason: No, these ones are shall we say premium materials so they have the premium materials in it and I've went away from China and it turns out a friend of the family had visited us over Christmas. It turns out that he has, he's on my wife’s side. He owns three factories in another country.
[00:28:40] Scott: That’s convenient.
[00:28:42] Jason: I had no idea.
[00:28:43] Scott: As your breaking bread and he’s like and by the way.
[00:28:45] Jason: Yeah, by the way I make all these. I make similar stuff for a national brand. Okay, well this sounds like something that could be interesting. It’s a different culture so it comes with its own set of unique challenges. The Chinese are much faster than this particular culture. Yeah, but it’s been great because it’s one of the things I figured again not everybody is going to have that connection. Instead of just finding someone on Alibaba I’ve got another barrier to entry for people.
[00:29:14] Scott: Yeah, oh no I love that. That’s really powerful. Again I mean it’s one of those things where people say, “Well, he had an advantage.” Yeah, but it happened because he had company over and they got a conversation. I always tell people like you don’t know the people that you’re hanging out with on their connections.
Talk a little bit about what you’re doing maybe and then yeah conversation happens and then boom you get something like this which is awesome. That’s really cool. All right, so again I like to give people the play by play. You launched your product, what was the launch like and how many units did you initially start with?
[00:29:55] Jason: If I remember correctly the initial one and generally what I do every time is I just try and get not more than sort of 500.
[00:30:01] Scott: Yeah, I’m with you on that, yeah.
[00:30:03] Jason: Yeah, and that’s what I do with my most recent one. I’m probably will go through that wholesale thing, but I’ll probably sell it at some point because it seems to be picking up velocity which is good but of course the flip side of that is when is the right time to order. Is it just a bump or is it…? Going back to the original launch process and one of the challenges I’ve had was pay-per-click even though I have experience in it with other businesses that I’ve done online with Google pay-per-click and everything.
It was a bit going from one product to multiples was really hard to structure that I found I was really struggling to figure out how to structure that to make this easier to follow. The initial one was really like you said I just set up a broad campaign. The keywords were pretty obvious I would say I had to do them apart. I love the idea of long tail keywords.
Unfortunately for the product that I have not many people are searching for that many long tail keywords. You might get two maybe three it’s pretty rare they search for four. That’s one of the particular challenges. It is quite a competitive space for the keywords which has yeah, not been the most helpful for again for profitability with regards to the ACOS.
I view that as sort of and it sort of ebbs and flows in one sense of an investment. I don’t mind paying literary my sort of breaking point is around the 70% ACOS which is way off profit. It’s not profitable at all but the way I look at it is it’s given me sales which gives me ranking which helps my organic side.
[00:31:34] Scott: 100%, yeah.
[00:31:35] Jason: That’s the way I look at it, it’s just an investment. It’s marketing expense at the end I say, just like it doesn’t count but it does as long as it’s driving sales because I remember I tried to what’s the word I’m looking for, sort of tone down the pay-per-click spend and it became a very vicious circle.
This is where I was thinking man “I just can’t work this pay-per-click thing because as soon as you start trying to optimize the pay-per-click it felt like all my sales are drying up now. It was working really well and then it just starts edging away and then you start losing control of it and then you’ve got no sales and then you sort of have to jack the price back, the pay-per-click back up and then it starts ramping up again.
Then you find you’re spending too much on pay-per-click so you go in, you’re getting sales but it’s just becoming too expensive for sale and it’s been a challenge to get that balance right. I had it and then I restarted it or I feel like I had it. It was going pretty well.
Then I restructured things again and introduced another product and went through the whole launch with broad keywords, exact and phrase with just incremental clicks price strategy and that’s been going all right. Like I said it’s yeah, it’s hard with everybody myself included always wants to see something become profitable from day one which is an unrealistic expectation.
[00:32:56] Scott: No it’s totally not and if that happens I think then that’s great but I wouldn’t expect it. It’s like a business that starts up. They don’t generally look to be profitable right out of the gate. I mean there are a whole bunch of upfront costs. They have overhead, they have promotions, grand openings, all that stuff. The one thing I want to know is when you launched was it pretty much you launched, did you list your price lower to get attention there and then run pay-per-click?
[00:33:30] Jason: Yeah I guess I did a variety of things when I think about it. The pay-per-click was sort of definitely the bread winner. It was the thing that kicked it off and did really well. I also because this is before the time… I didn’t exchange for reviews but yes I had discount codes out there and those sites shall we say at that point were still mainly known for encouraging people who buy to leave reviews.
Some of them may have even said that was sort of the expectation. That’s all changed nowadays of course. Yeah, there was definitely some promotion I mean so the price was lower than what it is now. I think that might have been maybe even at $20 or something like that but nothing extreme. It wasn’t like $1, $2 or $5 or $10 insane like that. It was just it wasn’t showing as a discount, it was pay-per-click then the discount code promotions, whatever I could try and do it, I was doing it effectively and there was something else which has just escaped my mind.
[00:34:33] Scott: While you’re thinking of that let me ask you another question and maybe it will come to you but for you moving forward because like you said it’s harder right now for when you get multiple SKUs. The one thing is if you have the one SKU but you have variations that are underneath that pairing are you driving to one of the more popular ones and then leading people in that way?
[00:34:58] Jason: That comes back to the structure what I’ve done in the end is I actually have one campaign per SKU. Then within that I’ve got ad groups for exact phrase and broad for all the keywords. The exact one's the most expensive than the phrase, than the broad. Then it sort of filters down, so I’ll start off spending loads on the exact phrase match.
Let’s say it’s a $1 or whatever ad per click which isn’t loads, loads but that’s the highest one. It will be for that SKU and all of the SKUs will start off with exact at $1 for let’s say 20, 30 keywords whatever it is. Then I’ll start watching. I’ll let the data come in and you have to be patient with this as you know because A, not everybody just buys right then so it could be which is why Amazon measures your sales from a week after the click one level.
B, they don’t even report it for up to two days, they say for 48 hours after it’s even happened. You’ve got to give it some time. I give it at least a couple of weeks initially and then I’m a bit more regular and filter out one's that aren't performing. In my case say they are over the 70% ACOS and not really returning.
Now if they have high volumes of sales then I might make my own exceptions say well I don’t want to end up in that vicious circle again where I kill that one, yes it’s cost to me but it’s bringing in three quarters of the pay-per-click sales.
[00:36:26] Scott: Got you.
[00:36:27] Jason: That going to sting.
[00:36:29] Scott: Yeah, it is it’s a balancing act for sure and I totally get it. Let me ask you this are you doing anything outside of Amazon to drive sales?
[00:36:38] Jason: I do have my own website which is fulfilled by Amazon. So the off Amazon I believe you always talk about Amazon being a great place to launch and I agree with that. I think you need to think a bit further term and that’s sort of my plan going forward is to work on the off Amazon side too. There is something there but it’s really miniscule.
I tried to do I think it was Walmart or jet.com and they said, “Oh no, you’ve got to be,” this was I was only six months in and they said we want to see people trading for at least a year and you need to have a feedback at least 100 feedback ratings and I didn’t hit those criteria yet. I’m there now. I haven’t done it again because from what I’ve heard it sounds like their interface is a bit clunky and I really don’t want to be spending loads and loads of time working on a clunky interface. It’s where you spend your time at the end and it’s on.
[00:37:25] Scott: 100% yeah, where is the 80, 20 rule here you know what I mean?
[00:37:28] Jason: Exactly.
[00:37:29] Scott: I see I mean everyone thinks that that’s Walmart is going to be the next big thing. I don’t know if I agree with that but it is and from what I’ve heard I haven’t sold on it so I don’t know but from what I have heard, is definitely it is cranky and I mean the sales are just a small percentage of what it is on Amazon. Now with that being said I am a fan of getting your own traffic and you know that if you listen to the podcast.
I’m a big fan of whether it’s aligning yourself with an influencer or whether it’s getting someone in your space to help you bring attention to it or building your own audience. I know you said like you’re probably working on something like that but I’m telling you right now like in our new brand if we didn’t have that we would just be another one of those products, and because we can drive sales like yesterday just for example…
I mean the time that we’re talking here yesterday I mean we had like 60 plus sales come outside of Amazon and it was full price, like nothing. We didn’t do anything. The only thing is that we talked about it. We got attention to it, we did a little tutorial video about it. Now when you do videos on Facebook you can attach your product below it which is pretty awesome.
[00:38:46] Jason: Yeah, that is pretty cool. I haven't done enough on that and even though I’ve worked in IT I’m not much of a social media person. That’s something I need to change.
[00:38:55] Scott: I’m telling you yeah.
[00:38:56] Jason: Yeah, I’ve recently engaged a company to help me out with that to be honest on the off Amazon side of things and I’m probably a week away sort of way from doing this contest through Facebook and we’ll see how it goes. They’re sort of touting I could get up to 1,000 leads and 10% to 20% of those may convert into sales even in addition to the giveaway in the contest and everything.
So that’s an area that I’m definitely looking in and probably be A is a diversification. I know I need to go and get things off Amazon and B yeah actually I don’t even know if there is a B. I think that’s just the B. The A and the B is just to get sales from off Amazon. I haven’t approached influencers yet. The products that I’m looking at currently or that I’m selling currently are they’re nothing fancy.
There is something that people would use on a daily basis but they last well. They’re not something that they could last years. It’s yeah, and I can’t say that there will be a particular… No you can probably segment the market. I know this is always the thing that kills these sort of conversations that says who is your target market and it’s almost anyone. It’s not anyone but it’s pretty broad. I’ve tried a couple of Facebook posts and I’ve tried posting when I had a lightening deal on Amazon or something. That’s brought in a couple of things but it hasn’t wowed me yet with anything.
[00:40:29] Scott: I think once you do dig in to like maybe one of the more popular applications that it’s being used for and then you can really target that, that may only be a small part of your sales but it’s going to be something that can drive those sales that your competition will not really even have the advantage of doing. Then I think that’s where again like you said diversifying it’s huge.
Then also if you’re able to drive those sales outside of Amazon and you’re not even using pay-per-click in a sense as far as to help drive those that just takes you to the next level. Again like you said you want something you’re going to build that’s going to be sustainable. In 15 or 20 years you have like a business that you can say well we grew, we didn’t just rely on Amazon and now we have these other little channels in place that’s it’s going to help drive to wherever the traffic is.
[00:41:21] Jason: Absolutely, and that’s what I hope to do. The thing I love about business in general is that it’s something that you can teach. I’ve got two little girls and I’m hoping one day that this will be something of interest to them. They already seem to have a little bit of an interest in it. We’re lucky enough that they’re going to a school…
[00:41:37] Scott: How old are your kids?
[00:41:39] Jason: One is about to be nine and the other one is six. Yeah, and they’ve just started a new school and they’re learning mandarin, which is quite cool.
[00:41:46] Scott: Wow that’s pretty awesome.
[00:41:49] Jason: That’s just really cool.
[00:41:50] Scott: Imagine that.
[00:41:51] Jason: They’re learning a few languages which is really cool. I told them I said, “Well if you do well at mandarin we’ll take a business trip and you can help me find some products and…
[00:41:59] Scott: There you go, that would be awesome.
[00:42:01] Jason: Yeah, maybe I’ll end up in the toy market, who better to pick toys than children in school?
[00:42:05] Scott: Oh my Gosh, you’re not kidding. Yeah, I mean like I’ve got three kids as well. I’ve got a nine year old, a 19 year old and a 22 year old and all of them think about business just not like your average 19 or 22 year old or even nine year old. My nine year old always comes up and says dad what do you think about this? Private label this one.
She is talking about even doing videos and building an audience already and I’m like whoa, whoa let’s just slow down here but she understands the online business and at a young age. What an advantage that our kids have just watching and seeing what we’re doing and just the casual conversations that we have in the car with our wives and it's just you don’t realize what an impact you’re making on them.
I didn’t really realize it either until my older kids now started to show me that. I’m like wow they were paying attention. It’s pretty awesome and I don’t think that’s something you can really teach in school. It’s got to be something that’s got to be applied and it’s got to be practiced and it’s hard to learn that out of a book.
I love that. I think we all have that ability to really inspire our kids to think outside the box and as they’re young they’re soaking it up like sponges so it’s even like you said learning all these different languages for them is easy. For us it’s hard. Our mind is focusing on a whole bunch of other things and for us to go ahead and do that it’s a little harder than a kid.
[00:43:35] Jason: No absolutely and it’s that whole teach somebody how to fish thing. Every parent wants their kids to be self-sufficient and being able to fend for themselves and yeah, do what they need to do in life to get ahead.
[00:43:49] Scott: Absolutely so as we’re wrapping up here, let’s talk quickly about some of the challenges and I know you have a list here but let’s just like…
[00:43:58] Jason: Don’t remember what the list said it’s probably outdated.
[00:44:00] Scott: Well you had sponsored ads, you didn't have sponsored ads to find out the right balance. I think that’s going to be constant. I don’t think you’re ever going to be like oh I’ve got it, I’ve got the golden ticket here.
[00:44:08] Jason: No, absolutely.
[00:44:09] Scott: I think you know that in business things are always changing, you’re always pivoting, you’re always adjusting. It was funny I heard in analogy the day they were like when they shoot a rocket off to the moon you know what I mean. They’re not going to go in a straight line. They’re going to go up and once they get through the atmosphere they’re going to have different burst, they’re going to adjust.
They’re going to have to crack the course and all the stuff but they have to do it along the way. They can’t predict that because things are different once you get moving. That’s business that’s life. I think sponsored ads yes. I mean think you’ve got a handle on it. You realized though an important thing I think is that in order to drive sales through pay-per-click you understand that you’re driving sales to get yourself rankings and then from those ranking you’re getting organic sales.
You can overdo that where you’re not getting enough organic to make up the difference but I think you have a good handle on that. Again I think that you’re next thing is going to be can I drive outside sales that aren’t coming from necessarily Amazon pay-per-click that everyone else has access to and how can I build my own asset to drive sales when I want?
[00:45:20] Jason: Yeah and I guess my question for you on that one would be when you say driving the sales outside of Amazon, I know there is always this debate of do you drive them those people to Amazon or to your website? I have got a Shopify site so because then and that gets fulfilled by Amazon and then of course you save yourself on the referral fee. That’s sort of the direction that I’m thinking of going when it comes to doing off Amazon stuff rather than sending more traffic which may not convert to Amazon.
[00:45:48] Scott: Well, here is the thing, number one if you’re launching products or if you’re even early in this and I say you’re early in the stages anyway. I think right now you want to get so deeply rooted into their algorithm that I would push as many sales as I could through Amazon. Now with that being said, you want to almost like prequalify so you wouldn’t want to send everyone directly to your listing.
One little thing here and actually this was recommend by Jason Baer from he was on our podcast twice. I met his at Sellers Summit and he runs a Fortune 500 company and they basically weren’t selling on Amazon. He is the one that brought them to Amazon and their whole thing is they have their own internal email list and everything of customers.
They drive a lot of sales through Amazon to get the algorithm in their favor. You know what I mean like so they have the ability to direct people away because they want to make more money but they know the value in getting themselves rooted inside of that algorithm. I say what I would do is I wouldn’t necessarily drive them directly to a listing unless you’ve already prequalified them as their pretty warm.
They’re pretty close. The other thing that you can do is you can drive to your store page and if you drive them into your store page you’re not going to negatively affect your listing itself because you’re going to that one specific page. They have to click into your listing and then that would hurt your conversion if they didn’t convert at that point.
[00:47:13] Jason: That’s a good point right.
[00:47:15] Scott: It’s a little buffer.
[00:47:16] Jason: Yeah that’s a good idea the store page because when I look at my off Amazon sales the conversions based on Google shopping actually I do that is about 1% whereas on Amazon it’s depending on the month somewhere around it is not a deal in my opinion but around 6%, 7%.
[00:47:36] Scott: It’s still better than those websites, you know what I mean?
[00:47:38] Jason: Yeah, yeah exactly and that’s why I was wondering and that’s where the questions was sort of coming from is this worth it to put them directly to Amazon and I’ve been thinking no because if I drop that conversion rate it’s just going to go I can’t remember where I saw it I think it was somewhere in inventory at one point it said low conversion rate. I wasn’t doing anything special. I don’t think it’s particularly accurate that whole warning but yeah.
[00:48:01] Scott: Yeah, I would keep an eye on the ranking for your certain keywords and then see if that starts to suffer. I would say I mean prequalifying I think is big. Number one if you’re running pa-per-click and you’re targeting the right keywords that’s the best that you can do there, the second part of that is if you are going to send people let’s say you did a contest like we do and we teach and it’s basically like you run that contest you have people that you know are interested in this product and then after they’ve opted in for either a discount or if they’ve entered the contest then from there we can decide when is the right time to send them over to that listing. The other thing that you might want to do and this could prequalify them too is if you had a Facebook video that you created and then you had your product attached down to the bottom of that.
Now you send them to that video that explains the product and the use better. Then they are now one click away from buying it inside of that post. That’s another way to give them one more piece before they decide to click on your listing. This way here you have a better chance of them converting.
[00:49:06] Jason: Yeah, that makes sense.
[00:49:07] Scott: You know what I mean, so I’m a big fan of prequalifying them with either an opt in or even just driving them to driving them to a Facebook post that has that product already there or highlighted in a video or whatever. Yeah, that’s what I would do but I think I mean sponsored ads stuff that’s going to be there driving external traffic is more of what I’m talking about versus you saying I want to create another revenue stream off of Amazon.
I don’t think right now is the time. I think right now you’re thing is to get rooted as deep as possible and then you can decide to start taking some products and pushing away. Depending on your product you could build a little mini sales funnel and then just drive paid ads to a front end and then from there you can convert on the backend.
There is a whole bunch you can do there too once you have a product that you know people like and they’re enjoying and it’s being used but one thing at a time. I think you’re at the place right now where you got to be figuring out how can you drive sales from external traffic on Amazon?
[00:50:10] Jason: Yeah, that makes sense absolutely.
[00:50:11] Scott: I think that that would do you really, really well. Now are you expecting a fourth quarter bump?
[00:50:18] Jason: Based on the last year’s fourth quarter there was a bump, I didn’t do anything special on it. It went up I would say was it I think it was double if I remember correctly.
[00:50:30] Scott: Okay, about 2x.
[00:50:30] Jason: Last year it was just the one product so now I’ve got the five and probably quite a bit more probably the other seven will be online by then too. They should be so it could be quite interesting this fourth quarter.
[00:50:43] Scott: Okay, yeah, it will be I’m sure now that you especially if you have more little more seeds out there if you will.
[00:50:52] Jason: Exactly yeah.
[00:50:53] Scott: Then they’ll lead back to your other products and I think that that will do really, really well.
[00:50:57] Jason: Yeah, that could be really interesting I think. I haven’t been running any lightening deals lately. I tried that for a while but I didn’t find that was particularly paying off.
[00:51:05] Scott: Yeah, I've got to be honest I mean the last couple that we’ve done we haven’t really did that well and I just think because they are becoming the norm now right. It’s not a big deal anymore like it used to be.
[00:51:15] Jason: Yeah, and that was it. I found for a while I was doing them even myself too regularly. I was just doing them like pay-per-click. It was okay another one this week and another one next week and maybe different products and I think it just gets saturated. Then I stopped doing them and then I happened to do one because one of my products is a bit of a dud in my opinion. I was just effectively liquidating it.
Yeah, it did. Liquidating actually did a lot better but I hadn’t but there was a while when I was trying to liquidate it wasn’t even moving. I think it was because I had so many lightening deals. I had such a frequency and then I stopped for a while and then put out the same deal and all of a sudden there was a lot more people interested in it, which gives you that false sense of maybe now it’s appealing but I figured it's still a dud. It’s got to go.
[00:52:01] Scott: What are you doing? Are you just going to discontinue that completely?
[00:52:04] Jason: I think at the moment I’m just going to let it certainly run out of the stock and I’m not going to place a special order for it. I might get a much smaller quantity if the supplier will do it. I did order too many I went to the 1,000 and I was thinking I’m going to have the long term storage fees they weren’t even selling within the six months. Yeah, so I'll sort of get rid of this.
Maybe I’ll do it at 500 I think it’s MOQ has always been 500. I might do 500 and see if that sells within the sort of six months just as another product line which like you said it might not be the one for somebody but they might go to the other variation. It might capture their attention and let it be a little relaunch shall we say.
[00:52:44] Scott: Yeah, no I think that’s smart and we’ve got a couple in the new brand that same thing. I mean we’ve got a couple that they’re selling but not at the clip that we want them to. I always I’m a big cash flow guy so it’s kind of like if the inventory is sitting there and I could be taking that investing it into another SKU that could be the potential winner let’s do that.
I love it. All right man so let’s wrap up. Let me ask you this, for anyone that’s listening that’s thinking about getting into this crazy private label world any bits of advice that you would give someone what would you give yourself I guess as advice as that new person coming in from what you know now?
[00:53:26] Jason: Yeah, from what I know now I mean the first thing that jumps out is unfortunately is going back to our pay-per-click conversation is don’t get too keen on optimizing it too soon and too aggressively because you’ll end up in a vicious circle where the sales will just go down and yes you will be saving money but you’re going to lose your organic on top of it because I think at one point I was 75% organic sales and 20 something and I was still paying. The ACOS wasn’t great but as soon as I reduced it then it went even worse and it was 50/50 and then it was really bad. It was like 70% PPC at one point and 30% organic. That vicious circle was a good lesson learnt.
[00:54:08] Scott: That is a big one.
[00:54:09] Jason: Yeah, that was huge. Beyond that and I think one of the bumps I ran out of inventory twice two, three times now. That’s going to happen. I wouldn’t sweat it, that’s the other thing is you can recover from it. I’ve done it time and time again now unfortunately, so a few times. It stings but it’s the same process again and Amazon doesn’t treat you like a new product suddenly because you ran out of stock.
I guess it depends maybe on how long you’ve been out of stock for but I seem to be able to climb back up in the top 10 of the sub-category pretty quickly. I say sub-category so it’s pretty still sort of BSR is around 10,000 to 20,000 but a little bit below the radar. The other thing don’t panic if your product gets suspended because that’s happened a few times because… There's a sort of a bit of a twist actually.
I did some lightening deals that I mentioned and we sold some volumes. Then the returns came and of course but the sales went down. All over a sudden your return ration spikes and then they say you’re getting higher than your competitors' returns. Then you get suspended and then they give you a few sample feedbacks and say well, sort of let it…
The first time it was a bit more difficult but now that it’s happened a few times it seems to be automated. They just say, “Let us know how you’re doing and you can re-list it automatically how you’re going to rectify the issues.” Yeah, the first time I was panicking, I was saying, “Oh, my first product it shut down what am I going to do?” And you get through it. Yeah, don’t panic now when it happens I’m just like okay, I’ll get to it later today, so I feel a bit more confident on those things.
[00:55:47] Scott: That’s actually happened to us too. We had a product that was doing really well, we ran out of inventory and then a few refunds came in and it was like wait a minute what are you talking about you're suppressing our listing and you’re not…
Then we had to obviously get a call seller support or send a support ticket in and just get that rectified. It’s like you said once it happens you’re like it’s like having your first kid and then having your second kid and then when the food drops on the floor the first kid, “No, no don’t eat that.” Then the second one you’re like, “Just dust it off.”
[00:56:17] Jason: Yeah, exactly, absolutely yeah so those are the big things I think that jump out straight off the top. Like I said the PPC, there's product suspensions I think yeah maybe they don’t happen to everybody but they’ve certainly happened a few times to me and yeah, I’ve gotten used to it. It generally tends to be around refund rates.
There’s been one time where it hasn’t been where somebody threw in a comment that it was fake when it wasn’t fake and that was a complete nightmare. Other than that it’s just down to refunds. Those were probably the big things really. It’s take the right product service, you do really invest the time upfront which I’m thankfully if did follow the process that yourself and Greg Mercer laid out.
Just really I spent three months technically six months if you include all of the podcasts and research, everything I did before I could even really launched and spend the time there to really sort of dig into that product and get to know it inside out and how you think it will do and plan for your worst case scenario which is what I did for the following products because I didn’t do the process. I thought well, even if I don’t do 10 by 10 by 1 if they are five by five by one I’m okay with that, so yeah.
[00:57:29] Scott: Right I mean what other investment can you do that right?
[00:57:31] Jason: Exactly, yeah.
[00:57:33] Scott: You got to look at it like that.
[00:57:34] Jason: That’s pretty much how they’ve performed the subsequent ones so yeah.
[00:57:38] Scott: Okay, cool well hey man I want to thank you for taking time out of your day. I know you are in the process right of a move I mean recently.
[00:57:48] Jason: Yeah, absolutely yeah. I know I had hinted that before yeah we moved from Switzerland to Spain, so we’re just getting ourselves settled in and adapting. Still nice and warm down here which is nice.
[00:57:57] Scott: That’s really good, so yeah, all right. Well hey, keep me posted and let me know how things are going and I would just like to follow up with you and maybe even get you back on. We can do an update and see where you are and see how those products did through fourth quarter and beyond and we can figure it out as we go like I think we’re all doing, which is why I love having people like you on and really just sharing what’s working, what’s not. Also that it’s not all roses I mean there is ups and downs but that’s business. That’s life.
[00:58:30] Jason: Exactly, if it was that easy everybody would be doing it. I thank you for your time and for having me on. It’s been surreal to think oh I’m going to talk to the guy I’ve heard speak to me for 400 times now. It’s cool, so yeah, thanks for your time and for everything that you’re doing. I mean with the podcast in particular and the Facebook group I mean it’s been great and the amount of effort that you‘ve put into everything. The amazing seller has been sort of the backbone of everything that I’ve been doing really.
[00:59:04] Scott: That’s really awesome. I really appreciate that Jason and hey enjoy the move, enjoy fourth quarter, keep me posted and tell Scooby I said goodbye.
[00:59:15] Jason: Will do, thanks Scott have a good day.
[00:59:17] Scott: All right, Jason take care.
[00:59:18] Jason: Take care, bye bye.
[00:59:21] Scott: Okay, so I wasn’t kidding. Pretty awesome to sit down with another TAS listener and I just want to say you guys can all do this like anyone that wants to do it, you can do it. I’ve said that a lot in the past whatever you want in life you can do. If you just want to test this model, you can do it. You don’t have to go all in 100% but you can go and test all in.
You can go out there and get started and I think Jason is perfect proof of that. He went out there and he said, “I’m going to give this thing a year. I’m going to go ahead and invest X amount of dollars and we’ll see what happens.” Now his eyeballs are wide open and he is focusing 100% on this business model and you can see and hear from what he had shared with us that it’s an ongoing process but he is learning through this process.
If you guys want to download the show notes to this episode you can head over to theamazingseller.com/425. You can grab the transcripts, the show notes, the links. Everything will be over there and you’re probably going to want to keep this one and listen back because a lot of really good advice especially when modifying your product and listening to your audience and reading reviews and figuring out even your own reviews and your feedback in order to get a better understanding of what your market wants and what they want that product to be improved as far as features or benefits or any of that stuff. You can really work backwards from that.
[01:00:51] Scott: Again lot of really great information, I want to thank Jason once again, I want to thank you all of you that are in the TAS community which is constantly growing, becoming stronger and just a better resource for us that are out there in this ecommerce world and even just getting our start on Amazon. Definitely go check out the Facebook group theamazingseller.com/fb.
The other thing I would say is if you guys are brand spanking new and you just heard this one maybe this one here was shared by someone and you heard it and you’re listening to this for the very first time and you see that there is over 400 episodes that talk all about this which can help you launch your first product, I’ve actually done something for you guys and that is I created a workshop where I take you through this whole process in just 90 minutes.
Okay and I’ll break down all the phases, all five phases I’ll chunk it down, give you a step by step plan road map if you will to go through this process. If you’re interested in registering for an upcoming workshop head over to theamazingseller.com/workshop and I’ll see you over there and I’ll be there to answer any questions you have during the workshop.
All right, so guys that’s it, that’s going to wrap it up, as always remember I’m here for you, I believe in you and I am certainly rooting for you. But you have to, you have to… Come on say it with me, say it loud, say it proud, say it with some energy today guys, “Take action.” Have an awesome amazing day and I’ll see you right back here on the next episode.
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