What progress have you made on your ecommerce business journey so far? Are you hitting all of the benchmarks you had hoped you would be at this point? What steps are you taking to stay focused and headed in the right direction? On this episode of The Amazing Seller, you’ll enjoy another session of Ask Scott! As usual, Scott provides some helpful insights with his thought of the week and then he launches into answers to questions from TAS followers like you! Make sure to catch this informative and helpful episode, you don’t want to miss it!
Never say “Never!”
When was the last time you did something that you never thought you’d do? What made you change your mind? How can this lesson apply to your work building your ecommerce business? On this episode of The Amazing Seller, you’ll hear from Scott as he shares a helpful lesson from his life about learning to never say “Never.” While you may be convinced that you’ll never go in a certain direction in life or business, don’t rule it out completely! Remaining flexible and open to change can end up paying huge dividends. To hear more about how this concept played out in Scott’s life, make sure to listen to this episode!
Marketing an original product.
If you are part of the TAS community, you are likely a driven business-minded individual who is looking for a way to make a sustainable living. One of the best ways to do this is by creating a unique product that addresses a common market need or pain point and goes to work building a brand around that product. If you choose to go this route, don’t neglect a larger strategy of building a suite of products that will make up a whole suite of products that will draw in your target audience. To hear more tips on marketing an original product and building a thriving brand, make sure to listen to this episode of The Amazing Seller!
As an ecommerce business leader, should you be concerned about product categories and how they are used in Amazon searches? Can changing product categories really help increase your chances of success and growth? On this episode of The Amazing Seller, you’ll hear from Scott as he shares his thoughts on product categories and their role in setting your product listing up for success. According to Scott, your product category can make an impact on how your customer finds your listing but it shouldn’t be too much of a concern that you consider changing product categories. Go further with this important concept with Scott by listening to this engaging episode, you don't’ want to miss it!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [2:30] Scott’s thought of the week, “Never say never!”
- [16:00] Question #1: What are your tips for marketing an original product?
- [22:30] Question #2: Would changing my product category affect my sales?
- [28:00] Question #3: The products that are suggested to buy with my product are in gated categories, what should I do?
- [35:00] Closing thoughts from Scott.
TRANSCRIPT TAS 508
TAS 508 – Ask Scott #158 – Marketing Unique Products – Changing Categories or Not? – Adding Gated Products to Your Brand
[00:00:02] Scott: Check. Check. Testing. One, two. One, two, three. Check. Check. All right. I’m just checking to make sure that you guys are ready to rock and roll. You ready? Let’s do this. Well, hey, hey, what’s up, everyone? Welcome back to another episode of The Amazing Seller Podcast. This is episode number 508 and session number 158 of Ask Scott. This is where I answer your…
[read more=”Read full transcript…” less=”Read less”]
…questions here on the podcast and I do it every single week and we’re going to do it again today and I am fired up that you guys are here with me because I got a lot to share with you on this episode and some things that I never thought that I would be saying are going to be shared here today. Yeah. You’re going to hear all about that. But before we get into that, let me talk about the questions that we’re going to be addressing here and that is marketing a unique product or marketing unique products, how do we do that and changing categories or not. Maybe we should change or maybe we shouldn’t. Why should we? Why wouldn’t we? Let’s talk about that.
And then also adding products but not just regular products. We’re talking about gated products to our brand. Is that something that we should do? Or should we hold off or should we move out of that category? So, some great questions. Those are what I’m going to be addressing and what I want to do here before we even get started is remind you that if you want to submit your own question, I would love you to by heading over to TheAmazingSeller.com/Ask. It’s that simple. Go there. Record a brief message, leave your first name, maybe where you’re tuning in from, and that would be awesome, and we can go ahead and have a cup of coffee together and answer some questions. That’s what I love doing and I do have a cup of coffee right in front of me. Today it is Starbucks, by the way, and I don’t know why I have a Starbucks in front of me today. Normally I have my own, but I have a Starbucks coffee right in front of me. So, we’re going to sit down and we’re going to talk business. We’re going to talk life.
[00:02:01] Scott: We’re going to talk about different things right now that are going on in my life which, again, like I said in the beginning, I never thought that I would be saying what I’m about to say here. So, the first thing that I want to start off with is my little thought of the day and this happened to me or where it happened where I came to this realization and I’ve had it before, but it happened again is where I say never say never. Never say never. And that is in business and that is in life and I think we can all probably relate to this. I’m sure if you think back and I want you to do this for me, entertain yourself here for a second, and go back to something that you said, “I will never do that or I would never do that,” and then a year goes by or maybe five years or maybe 10 years goes by and you end up doing that thing.
I know one thing years ago when I was too cool to have a minivan when I was in my early 20s. I was the one that was always like I’m always going to have just an SUV or something. I’m not going to have a minivan. Those things are for the older people and those are for the people that aren’t cool. Well, I owned a minivan and I was proud of it. I loved it. I love that thing. We took many trips to Florida to visit my father. When we were in upstate New York we would make that 21-hour trip in that van and the kids loved it and we loved it and it was easy and, gosh, all the sporting activities and the kids in and out like it was a convenience like we went in to get an oil change one time on our SUV and started to look around the dealership and walked out that day with a minivan. That's a true story. So, never say never. There's another story that I said I would never own a computer.
[00:03:52] Scott: Yeah. I said that way back when, when my father was he had, well, he was using the computer for business and he was just always on it and it was like the old-style computer too. I believe it was just when I think the bigger or, I’m sorry, the colored monitors were coming out, not just like the black and not even white, the black and like greenish lettering, you know what I’m talking about? Like the old, old school ones and then Windows came out and stuff and I think I was still in high school at that time and I would just say to him like, “How do you spend so much time on that thing? I would never own a computer. It’s a waste of time.” I said that as like an 18-year-old kid. Even when I started working in construction, I didn't have a computer. I got a computer when we were thinking about starting our photography business and that's going way back in the day. So, anyway, just to kind of to give you a little insight there on my like, “I'll never do that,” I want you to think about yourself for a second and ask yourself, “Have you ever said that? Have you ever done that?” Think hard. You've probably done it before.
But anyway, it happened to me again. I’m going to admit it. I’m going to admit here to you. I was sitting at lunch with my wife and my 10-year-old daughter and enjoying a beautiful, beautiful lunch that we’re having, sitting outside here in South Carolina and everything was going great. And then my wife looks to me and she said, “So, should we ask daddy now? Should we ask him? And kind of talk about what we’ve been talking about?” And I’m like, “Okay. Here we go. Okay. Here comes the sales presentation.” And by the way, your kids are generally going to be, if you have kids, are going to be the best salespeople you’ll ever meet. They know how to do it and they don’t even know what they’re doing. They just know how to give you all the benefits, the features, and scarcity they’ll throw in there. There’s only a certain amount left or whatever. So, anyway, sitting there and my wife said, “What would you think about getting another dog?”
[00:05:56] Scott: Now, let me just give you a backstory on this. I said before we had Brody which you guys that are long-time listeners know that Brody is part of our family. He's five years old now and when we had my daughter, Kayla, and after our other dog, Cody, who is 12 years old when he passed away, about 12.5, I said I would never have another dog while I had kids that young because, number one, it’s hard to go on vacation but then also it's just really hard when that dog passes away. It's just gut-wrenching and I just didn't want to go through it. I just didn't want to deal with having to take him to the vet and all that stuff it comes with owning a dog. So, I said, “No. We got a kid. We're going to have a kid,” but I was being a little selfish because the kids can enjoy the dog obviously. So, I caved in there and I got Brody and it's been the best thing that we've ever done like I can't imagine life without that dog. So, of course, I ate my words on that one. I said, of course, I would never have another dog and then I had another dog and now I can’t imagine life without him.
So, I’m thinking to myself and I’m letting them and I’m trying not to shut down at this point. I’m trying to listen but not be negative but I’m thinking of all of those same things, right? We got another dog. It’s going to be a puppy. We got to go through those stages. When we go away, it’s going to be another dog that our sitters are going to have to watch. Is that going to be okay? Potty-training. Our yard, is it going to be equipped? Like, everything’s starting to race through my head and I know now that my wife is serious, but I know she’s wanting to make sure that I’m on board and just kind of feeling me out. I know how my wife kind of deals with me after 23 years. She knows how to work it and that’s kind of what she was doing so she was setting the seed in a sense and letting me know that she was pretty serious, but yet it was going to be our decision and then my daughter, of course, is going to come in and start adding her two cents of all of the positives. All of the positives. She just keeps hammering me, hammering me.
[00:07:55] Scott: So, we kind of left lunch and I was still in a daze by the way. I felt like I was hit by a truck and our lunch started off like with a clear head and then afterward I got all this stuff racing through my head and so that was kind of it. My wife’s like, “Just think about it. We’re not making a decision,” but she already told me that they already picked out a dog. The dog was in Tennessee which is about six-and-a-half, seven hours from here. And, actually, I’ll let you know what kind of dog. It’s a bernedoodle so it’s between a Bernese Mountain dog and a poodle so it’s a medium size which I like. I don’t like – well, it’s not that I don’t like. I don’t want a larger dog. I had a larger dog, Cody, who was a Golden retriever. I loved them which is the bigger dog. So, I want something medium especially going with our other dog, Brody. So, that was the dog that they liked, and it doesn’t shed so my daughter is like, “They don’t shed. They lived until at least 12 years old,” because I didn’t want a dog that had a short lifespan. So, she’s giving me all the selling features on the dog. They’re very playful. They’ll calm down when you calm down. They take on the traits of their owners and she’s selling me. She’s got all the facts.
So, anyway, about over the next couple of days I’m thinking about it and I’m like I probably should just go along here because I know it will probably be great and I know that it’ll probably add another dynamic element to our family and it’s going to make these guys happy and I’ll ultimately be happy. I’ll probably fall in love with the dog and life will be good, but I said I will never have two dogs at once. I said that. That came out of my mouth. When we had Brody, I said that’s good. We’re good. We’ve got him. That’s what we’re going to have and that’s what we’re going to do. And we did for five years. Now, we’re going to have another dog. So, as I’m recording this, I’m actually going to be ending this recording and I’m going to be driving my wife to the airport. She’s flying to Tennessee. She’s going to meet the owner that is breeding these dogs really, I guess, really high-level breeder. My wife checked everything out and she’s big on that.
[00:10:08] Scott: Anyway, so she’s got to meet her and then from there, my wife’s going to run a car and drive back to, and actually, funny story is my daughter Alexis who lives in Seattle right now was going to be coming in and visiting. She’s going to be landing today, Tuesday. This is before all this happened but now she’s switched her flight to fly in Tennessee, meet my wife, and then they’re going to hop in a car and they’re going to drive back with the new dog. So, this all happened in a matter of about four days, by the way. So, last week at this time I was not thinking this. It wasn’t even part of my, I don’t even know if, well, it was my wife’s because they got the idea from going to the animal shelter. My daughter had a lemonade stand in the summer and they donated money from that lemonade stand to the shelter and that got her wheels spinning and all that stuff. So, I told them, “When I go away, no more going to the shelter,” but anyway so that’s what’s happening.
So, kind of crazy, right? But never say never and that goes for business. That goes for life, anything, and this is proof of it and I want you to also think about your own situation or even upcoming ones, try to be open-minded. I know sometimes it’s hard. It was hard for me but when you do that, a lot of times good things will happen, and I know from this, it will definitely be a plus for our family. It’s just a matter of getting out of your comfort level because that’s exactly what I am. I have a dog and my dog is pretty much like already adapted to our life and I know what to expect but the new dog it’s new. You don’t know what to expect. You don’t know how the two dogs are going to get along. You just don’t know because it’s something added to your life now so it’s a little uncomfortable. So, again, going back to I’ve talked about in the past is if you’re feeling comfortable, it’s generally a good sign. You probably want to entertain it or at least think about it. And the same thing goes for business.
[00:11:56] Scott: Like I said like right now you might be nervous about starting your business for whatever reason. There's going to be all of these things you're going to keep kind of like self-sabotaging yourself with and these are thoughts a lot of times that are there to protect you but then also maybe not allow you to actually make that jump and then from there that will hold you back or not allow you to grow and there’s a lot of different psychology that goes into it. I’m actually reading a book right now called The Big Leap which talks about this. It’s where we get to our upper limit or our limit of happiness and then we start to sabotage it because in our past we’ve not wanted to be happy for that long and we want to basically focus on things that will not be happy, so we feel normal again, if that makes sense. It’s kind of complicated but I’m starting to understand. I’m probably going to have to read that book twice because it talks a lot about finding your upper limit and then knowing how to stay in that upper limit, so you get the most out of your life. You don’t start to self-sabotaging yourself. And it’s really the same thing here. I immediately came in with all of the things that were negative. I didn't think of the positive as much and I just didn't want to deal with it, to be honest with you.
So, anyway, that’s what’s happening. So, kind of a crazy story, right? And I’m sure that you’ve had stories like this where one day nothing's in your thoughts about this thing and then a week later, you’re on a plane or you’re in the car driving somewhere just unexpectedly because something happened and you’re like, “Yeah, let’s go do it.” So, it’s crazy but anyway, I’m still a little sidetracked here because I can’t believe that my wife’s going to be heading to the airport to get on a plane to fly to Tennessee, to grab a dog, and then come home with our dog. And I will be announcing the name. I don’t want to say 100% yet. We’re kind of really close. I’d say about 99% close but I’ll announce that maybe on the next Ask Scott. So, next Friday tune in and I’ll give you another update on the dog and how the dog is doing.
[00:14:00] Scott: All right. So, that was long. Sorry. I wanted to fill you in though and let you guys know that things in life happen and you have to be willing to entertain them and never say never. All right. So, before we jump into the questions, I wanted to remind you also listen to Episode 506 if you haven’t and that talks about change. It talks about the change of The Amazing Seller, why I decided to do this. It’s not a huge change. If anything, it’s adding more of what I want to talk about, more of what I’ve done a few times in digital products and just digital marketing in general. So, that’s episode 506. It will kind of give you the story on that and then 507 is really my first piece on that and that’s where I talk about how myself and my wife built a digital products business back in 2007 and 2008. We built that into a six-figure business and I tell you everything about it and kind of how it happened and how it changed my life really. So, definitely go check that out.
And then the last thing is we are going to be announcing our TAS winner and that is something that I announced on the 500th episode. If you have not listened to that one, that would be one to listen too as well and we’re going to celebrate on May 1. I’m going to be selecting the winner so if you’re listening to this, before May 1 you still have time. All you have to do is go to TheAmazingSeller.com/Coffee and you’ll see exactly what you got to do there and it’s not much. It’ll take you like literally less than five, maybe 10 minutes depending on how much you want to write. But it's been great. There have been over 200 entries so far. So, definitely, definitely, go check that out and I want to thank you guys again for being listeners. All right. And, yeah, let’s go ahead and get rocking and rolling here. What do you say? Let’s go ahead and listen to today’s first question and I’ll give you my answer. Let’s do this.
[00:15:58] Sherry: Hi, Scott. So, this isn’t really a question. It’s more of a request. I have my own original product that I designed I had made actually here in the US. So, a lot of the product like the sourcing overseas and private labeling doesn’t really apply to me but I would absolutely love to hear more about just general marketing and how to market an original product. So, just request I’m putting in and thank you so much for your podcast. I really appreciate everything you’re doing.
[00:16:29] Scott: Okay. So, this is a really good question and I love it and I believe the question comes in from Sherry because I’ve seen that on the audio file so I’m pretty sure it is. But anyway, I know this wasn’t a question, but I think it is a question in a sense for anyone else that’s thinking about this as well. Because a lot of people think like we talk a lot about sourcing, we talk a lot about finding a manufacturer and all of this stuff and you’re right, but everything else is the same. The difference is you already have that part figured out. So, if you came to me and you go, “Scott, I’ve got this product. I manufacture it in the US. It’s unique. I even have a patent pending on it and I think I’m going to get one granted and it’s something that I want to sell online, period.” Forget about Amazon for a minute. Forget about funnels. Forget about any of that stuff for right now.
What I would be asking myself is, number one, am I building a brand around this product? And will there be other products that you’ll be creating around this one product? And I’m going to guess yes would be the answer to most of those questions. And if it was no, I would ask, well why aren't you building a brand around this one product that you created because, obviously, it’s serving a market? I’m pretty sure that a product that you would create that would be unique would be serving a purpose of some kind or something for that market to use. Most products are. It’s either solve a problem for make it easier or just something that you have fun with. So, all of that stuff would come. So, going into like marketing 101, it would be like, well number one, I would look at the market as a whole like are you niching down in a bigger market? So, if you’re in a fishing market and you’re going to niche down into the bass fishing market and then niche down even further into the kayak bass fishing market, that’s how we’re niching down. So, that’s what I would do. I would start to look at the market and see where are you positioning your product.
[00:18:28] Scott: I would also start to think of the story that you can tell around that product and why you decided to create that product. “Well, I’ve been fishing for many years and the one problem that I’ve always found is that when I’m out on the kayak, and I’m trying to pull the fish up, it’s always hard because the boat tips or whatever and I created a stabilizer thing,” and I’m totally making this stuff up. I have no idea if that’s even an issue. But you see what I’m saying? If you tell a story and you talk about maybe how when you were a kid, you were always fishing with your dad or with your brother and that got the bug and all you did was just was just think about fishing every single day while you’re in school and then after that. And so, you just tell the story of how you became passionate or interested in this market and then you start to tell your story and that story could be on your About page on your website, and then you can start creating content around that. So, that’s how my mind thinks.
Yes, you have a product but then I’d say, “Okay, who is the product serving? Let’s go find that market and let’s start talking and communicating with that market. Let’s start figuring out where they’re hanging out,” and then I can start to build these pieces of content and these assets so this way here I’m attracting those people. So, and you heard how I didn’t talk anything about sourcing. Sourcing is just how we get the product made and manufactured so that’s like just one part of building a brand. So, I would be thinking about that. I’d also be thinking about digital products. I’d be thinking about does that market need digital products alongside the physical products? That’d be another thing I’d ask. Could you create a podcast in that market? Could you create a YouTube channel in that market? Could you write a blog post? Like what is your strength? If you like talking like I do, then I would do a podcast or do YouTube. If you like writing, I would do a blog.
[00:20:24] Scott: So, I would try to take the thing that’s easy for you to do right now and really just focus on that area into really good as far as creating content and marketing it. Well, marketing 101 is find the market, see what they want and need, help them in achieving that and then a byproduct of that is they will buy from you eventually like that’s it like that’s basic 101 marketing. Now, that we have digital marketing, it makes it even easier because years ago you would send mail pieces and you can still do mail by the way, but you send mail pieces, or you do billboards, you do paper ads, you do magazines, all that stuff. We can literally have our message or our product in front of our audience in a matter of minutes. So, just think about that. That’s what I would do, and I would start to really create a plan of all of the things that you could do and then start picking the ones that are going to be the easiest for you to do and also the ones that will give you the most bang for your buck. So, that’s what I would do.
Hopefully, that helped you and anyone else and, by the way, if you have questions, guys, on this stuff, like I said, in Episode 506 I am going to be talking more about this because this to me is where I get the most satisfaction as well is helping people take this thing that you have, this product or this market that you’re passionate about and creating a business plan around that both creating content and also creating products. And those products could be physical and digital or one of the other or both or whatever and then creating content and creating the right offers. Like, all that stuff that’s where I shine and that’s where I want to be able to help you with that in the future. So, if you have any questions like that, send them in. I really want to be able to help you any way that I can. So, let’s go ahead and listen to the next question and I’ll give you my answer.
[00:22:20] Rob: Hi, Scott. My name is Rob and my question is whether changing a product’s category on your listing can affect sales? My listing was recently hijacked and although I was able to get the hijacker off my listing, I saw a significant decrease in sales. I don’t believe I lost any sales due to the hijacker because I had the buy box 100% of the time and they only had one unit of my item listed. Upon checking my listing, I saw that my product category was changed, and I was wondering if that would be the factor in my decrease of sales. And also, would this mean that I lose my sales history and ranking and all that stuff? And would I have to relaunch with PPC and other methods to kind of get back to where I was? Anyway, great podcast. Love the help that you provide for all of us and I look forward to your answer.
[00:23:32] Scott: Hey, Rob. Thank you so much for the question and this is a good one and it’s funny because Chris Schaffer and I just did a coaching call for our Private Label Classroom inside of TAS Breakthrough U and this came up about categories and the badges and should we switch a category to get a certain badge and all that stuff. I’m not going to get into all that stuff. I mean, the short answer is I would never just change a category to get a badge. I don’t think it has that much of a conversion bump in order to do it or for you to switch categories. Now, if it makes sense to switch categories or add a category then, by all means, it’s fine. Now, what you’re talking about though is you’re thinking to yourself that you got hijacked and then you said your category changed. What makes me a little concerned there is if you got hijacked, if they were able to go in and edit and make requests because now they owned the buy box. That would be my only concern.
Because usually it’s not just going to automatically be switched unless you just launched, they put you in a category, and then they decided to switch but I have not really seen that much. I’m not saying it couldn’t happen, but I just haven’t seen it happen and all that much. As far as relaunching because you’re in a new category, I wouldn’t worry about it. Here’s the thing we need to understand. A category is great and all but really if someone is searching for a stainless-steel garlic press and they’re searching on Amazon in all categories, they’re going to find you, period. Where it makes a difference is if you are in a category in let’s just say home and kitchen and let’s say, for example, someone is in sports and outdoors because they were already searching in sports and outdoors for something else and they don’t know to go in and look at all departments or all categories and they search for stainless steel garlic press, they’re going to be searching in that category.
[00:25:31] Scott: Now, they wouldn’t probably find a lot of garlic presses in sports and outdoors or whatever and then they might say, “Oh, wait a minute here. I got to refine my search or whatever.” Now, most people aren’t going to know to do that but for most people if they are sitting down like I know myself if I’m going to go do a new search right now, I was out doing some cooking and my garlic press broke, I’m going to go buy one, I go to Amazon, I go to the search bar, I typed in “stainless-steel garlic press” and, boom, it comes up. It’s automatically going to show me those broad results in all different categories. Now, it’s going to show up if it was in a sports and outdoors category, home and kitchen category, automotive category. Wherever it is, it’s still going to show up. It’s only going to make a difference if you’re searching in that category. The other thing is if someone is searching in a category and not even for your product and then you have your product listed in that category, it could show up in hot releases or hot new releases or any other related stuff it could show up so that would be a positive, a plus.
So, yes, I would think to myself what category makes the most sense. That’s where I would go. If you are already in a different category and you’re moving to another one, I wouldn’t necessarily go and do a huge launch for that. If you are going to do something, yeah, just go ahead and dial-up your pay-per-click a little bit so that way there you start getting known for sales in that category and with those keywords, but I wouldn’t stress about it. What I would do is I would make sure you’re in the right category so that means switching switch and then just do what you normally do, go get sales like that’s it. Like, I wouldn’t worry about it. I’ll make sure that your listing is still optimized. I make sure those backend keywords are where you want them to be. I would make sure my bullet points are good, my description is good, pictures are good. I would just check everything and just make sure that I’m in the right category for my product and that’s it like I wouldn’t overthink it and I wouldn’t do a relaunch necessarily unless you just want to get a bump in sales like that’s it.
[00:27:37] Scott: So, that's what I would do. Hopefully, this helped you. I wouldn’t stress too much about it and, yeah, just keep me posted and let me know how you make out. All right. So, let’s go ahead and listen to one more last question before we wrap this up and I got to get in the car and head to the airport. As I said earlier, I got to bring my wife to go get our new dog. It’s still weird saying that. Anyway, let’s jump into the last question here and I’ll give you my answer.
[00:28:01] Carly: Hey, Scott. My name is Carly. I am from South Florida. I’ve been listening to your podcast for probably six months now and has helped me so much and I just want to say thank you for that, starting out. My question is that I have just ordered my inventory and it should be here in about a month at the Amazon warehouse and then I’ll be launching that product and I know you talk a lot about building a brand and I’m just looking for the future about like second products and stuff like that and you say when you scroll down and it shows the frequently bought together. When I see the other products in my category because I know you talk about building a brand, there are products that I believe are gated or they need to be approved by Amazon but my product isn’t but everything that’s related to it if I go deeper into the brand or the category, it looks like the other products need to be gated.
So, my question is just how would I go about getting approved for products like that? Do you recommend staying in this category or do you think it would be too hard to get approved? And should I start looking into doing that now since I have some time before I would even be looking at my second product? So, it’s kind of a lot of questions. I hope this all made sense. Thanks again for all your information on the podcast and I hope you hear my question. Thanks.
[00:29:32] Scott: Hey, Carly. Thank you so much for the question and I’m a little confused on this question because if you’re in a category and you’re already selling then you’re ungated for that category but what I think I’m hearing is that there might be some other categories that your other products are listed in and those are gated. I’m a little confused there but to make this really easy for you and for me, what I would do is, yes, I would get ungated for those and I would just go through the ungating process and we’ve talked about that in the past here on the podcast but that’s what I would do. I would just go through that process. Now, if there are products that make sense to launch next like your second, third and fourth, then, yeah, do that right away. I would probably do that anyway if you know that, eventually, you're going to be launching products in those categories. I would just start going through that process. All right. This way here you have time to do it.
But I like how you said that you’re building a brand and you want to fill that out with other products that are related to the brand. Perfect. If that means that you need to get ungated in some of these other categories, then that’s what you need to do. And if the brand to you is something that you see like in your future that you want to build and that you see that there’s definitely a huge amount of potential here for you then that’s what you’re focusing on like all of those pieces and, guys, we talk a lot about this in Product Discovery Bootcamp. I didn’t even mention that in the beginning which I probably should have. It’s one of our new trainings which really does lend itself to finding your market and then from there building a product line inside of that market in your brand. So, if you guys want to check that out, TheAmazingSeller.com/Bootcamp but it does exactly this.
[00:31:28] Scott: And for me, I like this approach because now what we’re doing is all we’re doing is focusing on that brand and that market and if that means that I need to get ungated, I need to get ungated. I’m not looking at the next shiny object over here. The other products that one of the tools shows that it's got great sales and it's trending up like I'm not looking at any of that stuff. All I'm looking at is products that will be potentially sold in my brand so that's it. So, right now you said you got about 30 days before your product comes in. Well, my first question would be how are you going to launch it? Do you know how many sales you need to rank? Again, this is what we’ve talked about in the past. A lot of times when you’re going through this initial product research and all of this stuff, sometimes people don’t account for that. They look at numbers and go, “Oh, it’s selling 50 a day. Yay.” And that’s not my approach.
I want to find products that are selling between 10 and 15 a day. Yes, some might be selling 50 but 10 or 15 so I know that that’s what I need to compete with. That’s what I need to sell in order to rank. So, for me, for you, the advice would be, okay, so how many sales are you going to have to get? Let’s say it’s 12 a day. Well, okay, then hopefully you got enough inventory where you could sell for 7 to 14 days so this way here you can start to rank. I don’t think you’d have to go 14 days if you’re only needing to sell 12 but let’s call it seven days. Let’s call it 10 days, whatever. So, that’s what I would be focusing on. So, then I’d be saying, “Okay. Am I building a list? If I’m not building a list, how can I build a list? Or if I don’t want to build a list right now, I want to go out and find influencers or I want to go out and find other pages that have the sponsorships, or I want to go to a Facebook page and see that they have a really big following. Maybe I’ll reach out to the admins,” like that’s what I would be focusing on. So, this way here when you’re ready to launch, you can get sales right out of the gate and that’s key.
[00:33:29] Scott: Then I’d be thinking about what keywords am I going to be targeting? Let me get 10 of those together so I can set up a manual campaign in pay-per-click when I’m ready. I’m going to set the auto campaign. That’s going to be just kind of like on the back of our manual campaign so this way here we can at least get some intelligence there as well and it might even turn into a profitable campaign. So, those are the things that I’m thinking in the first 30 days. That’s like key. Now, if all that stuff is there, you’ve already done that stuff, and you’re good to go, then I’d be thinking, “Okay. I’ve got these other two or three products that are in the queue. Let me go out and start looking for a supplier or maybe my manufacturer will make those two. That’s even better. Or maybe my next product is going to be a couple of variations of the first,” whatever. That’s where I would be thinking as far as what am I doing next to build out this brand. And if part of that is getting ungated, that would be part of that next phase for me.
So, hopefully this helped you and hopefully it’s helping anyone else right now listening that is thinking to themselves, “I want to go out and find that product.” You’re going to hear me say now and into the future for a long time, “We don’t want to just go out there and find the next fidget spinner or the next hot product. What we want to do is find a market and preferably a submarket so this way here we can sell physical products and possibly digital products. And we can do some really good digital marketing and create content and create different resources and assets for that market to build out our brand. And then all our focus, 100% of our focus goes to building a brand,” and that’s it. Okay. And honestly, it’s easier and it’s less distracting. It’s like this is what you need to do. This is what you need to show up for every single day. So, just think about that. If you guys are still thinking, “I want to find that one-off product,” I’m here to tell you I would rather you do something like this.
[00:35:35] Scott: So, that’s pretty much going to wrap up this episode. Guys, I want to remind you a couple of things. The show notes can be found at TheAmazingSeller.com/508. Also, if you want to head over to TheAmazingSeller.com/Coffee and if you want to leave your comment there and be entered into the TAS little giveaway here that we’re doing, go ahead and do that if it’s before May 1. If not, you can still go there and leave your comments. I would love to read them. And then the last thing is if you’re stuck in this how do I find my market or how do I find products, definitely check out Product Discovery Bootcamp and you can find that by heading over to TheAmazingSeller.com/Bootcamp. All right, guys. I got to run. I got to head to the airport. Again, I can’t believe I’m saying that. But anyway, the next time that I’m on the mic, I will most likely have another dog which I said I would never have while I had my current one. So, again, never say never.
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 with my new dog which I’ll be probably posting pictures soon so stay tuned. All right. Have an awesome day, guys. I got to head to the airport.
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