Let’s face it, building a brand that’s successful isn’t an easy task. If you are anything like most prudent business leaders, you'll take any help that you can get. On this episode of The Amazing Seller, you’ll hear from Scott and Chris as they unpack some insights they recently shared at a mastermind event. In their conversation, the guys touch on how to use external traffic, why you shouldn't delay in building an email list, how to connect with social media influencers, what it takes to craft compelling offers for your target audience, and much more! You don’t want to miss a minute of this engaging episode!
How to harness the power of external traffic.
Remember that old line “If you build it, they will come” from the Kevin Costner movie, “The Field of Dreams?” While that may apply to spirits coming to a mystical baseball diamond, it doesn’t apply driving traffic to your product listing. If you build everything just right, you still have to find your audience and drive them to your product listing, an email list, or a landing page of some type. On this episode of The Amazing Seller, you’ll hear from Scott and Chris as they explain how sellers like you can take full advantage of external traffic to your brand is in the best position to succeed, don’t miss it!
Is it really necessary to build an email list? Yes!
If you’ve heard it here once, you’ve heard a thousand times, build an email list! Seriously! What are you waiting for? Don’t you want an effective tool that you can use at your own discretion to communicate with your target audience? On this episode of The Amazing Seller, you’ll hear from Scott and Chris as they explain all the benefits of creating an email list and how it can help sellers like you get an edge over the competition. This is a tool you can use to validate new product variations, get helpful feedback on the direction of your brand, drive traffic to your listing, and so much more! If you haven’t been convinced of the necessity of building an email yet, you need to listen to this episode!
Connecting with social media influencers is easier than you might think.
Taking that first step to connect with a social media influencer may sound really intimidating but it doesn’t have to be! Stop putting stock in your own excuses and go for it! On this episode of The Amazing Seller, Scott and Chris break down how easy it is to reach out to an influencer and begin the process of partnering with them. It’s as easy as pulling out your smartphone and recording a video to send to an influencer in your niche market. What do you have to lose? Don’t make it more complicated than it has to be! Hear more from the guys as they expand on this subject and more on this helpful episode!
What it takes to create a compelling offer for your target audience.
Have you taken the time to create an offer to entice and engage your target audience yet? What worked for you, what didn’t work? Do you plan on creating another offer in the future? On this episode of The Amazing Seller, you’ll hear from Scott and Chris as they share their tips on creating a compelling offer for your target audience. One of the most important tips that the guys share is to make sure that the offer you making to your target audience is valuable! You aren’t going to get anyone interested in something that is either junk or inexpensive. Get more tips from Scott and Chris by listening to this episode!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [2:00] Chris joins the podcast and shares his impression of the mastermind he attended.
- [6:00] Scott launches into the 5 key elements of scaling a business to $1 million.
- [15:30] Why it’s important to understand how to use external traffic.
- [28:00] Don’t avoid building an email list!
- [38:30] What it takes to connect with social media influencers.
- [50:30] How to craft compelling offers for your target audience.
- [59:00] Scott recaps the 5 key elements of scaling a business to $1 million.
- [1:01:30] Why masterminds are so helpful.
TRANSCRIPT TAS 516
TAS 516: How To Scale a $250k Business to $1 Million (5 Key Elements)
[00:00:02] Scott: Well, hey, hey, what’s up, everyone? Welcome back to another episode of The Amazing Seller Podcast. This is episode number 516. I’m looking at notes right now. How to….
[read more=”Read full transcript…” less=”Read less”]
….scale my $250,000 per year business to $1 million? And there are five key elements that we're going to be talking about today, Chris, and we are in a hotel room right now.
[00:00:24] Chris: Live.
[00:00:25] Scott: Live and we are going to record a podcast episode or hopefully we are. My voice is a little weak right now because we’ve been at an event here in Fort Lauderdale for two days now. Right, two days?
[00:00:38] Chris: Two days.
[00:00:39] Scott: And what I wanted to do was really…
[00:00:41] Chris: It feels like longer.
[00:00:42] Scott: Yeah. It does.
[00:00:42] Chris: In a good way.
[00:00:44] Scott: In a good way. A lot of cool things happening but I wanted to do though is I wanted to jump on here and really talk about something that we all discuss, I say we all, in a mastermind that we were really, I guess, sitting in on but we were trying to manage and that was part of us being here is for Steve Chou’s event at Sellers Summit and what we want to do is really kind of go over some of the big takeaways but also there’s five things that I think we kept going over and over and over again with all these different businesses and I kind of want to just cover them because some people right now that are at a certain level, they have a hard time figuring out the next step, the next move, like where do I focus next? And so, what I wanted to do is I wanted to go over those five things today. How’s that sound?
[00:01:32] Chris: Let’s do it.
[00:01:32] Scott: You’re ready to go?
[00:01:33] Chris: I’m ready.
[00:01:34] Scott: All right. Before we do get into this whole five elements, these five things.
[00:01:39] Chris: The five steps.
[00:01:40] Scott: Right. It’s not really five steps. It’s five elements but how’s it been so far like being at this event but then number two really in that mastermind environment, I mean, we’ve been in them before but what was that experience like for you and sitting in all this and just listening to other businesses that are doing a minimum of $250,000 a year all the way up to a million?
[00:02:02] Chris: So, two-part question there, right? The first part of that is how’s the event overall. This event has always been fun. This is our third year I think. Doing this is the third year of the event, the third year that we’ve been here and it’s always a blast because it’s not just Amazon people, people selling online so there’s wholesalers, there’s drop shippers, there’s Amazon people, there’s our people, there’s a whole bunch of TASers here and then also people who are doing private label but not necessarily as private label because they just have their own website and they don’t think of it in that concept or in that framework, in that mindset and so that’s always really interesting as well. But the mastermind environment always really interesting to dive into for a different reason and you kind of touched on this a second ago when you said it’s always fun to see people in their businesses and they’re not sure what the next step is. And it’s really easy in that environment for other people to see it because you’re looking at it from a different lens. You hear it all the time in like business books and all these things like we need to work in our business, not on our business, and it’s really hard to do that on a day-to-day basis.
It’s really hard to be at that strategic level that we need to be, and when we can get in a room with other people who are at the same level or higher than us and sit down and have a really concerted conversation about the biggest struggle that I’m having in my business right now, the biggest struggle that you’re having in your business right now, it’s really easy for you to go, “Well, wait why are you doing that? That doesn’t make any sense.” When I ran into that same problem, here’s what we did and here’s how we got around that. And you get to see different ways of thinking about things that you wouldn’t necessarily have ever had because they approached it from a completely different angle and you only really get that in that kind of environment because you’re in a room with 10 or 15 other people that have all faced similar challenges in the past but approached it with completely different backgrounds, approached it with completely different teams, a lot of times in completely different niches. And so, the way that they arrive at a solution or even at a problem, to begin with, a lot of times is different and you get a lot of really beneficial conversations that happened throughout that day.
[00:04:04] Chris: And the biggest challenge I think for anybody coming out of that is to pick one thing. We followed up with a bunch of people today that were in our group yesterday and some of them still haven’t done it. I left through the whole list of things, but we need you to pick one before you go home so there’s one thing that you could focus on so that we can do that, and you leave the room with a whole bunch of ideas and I know you and I were there to kind of facilitate…
[00:04:25] Scott: You need a drink of water?
[00:04:26] Chris: Facilitate yesterday and I left a bunch of ideas for our audience too which is always a lot of fun.
[00:04:32] Scott: Oh yeah. Yeah. No, 100%. I mean, the big thing is whenever you get in a room of people that are already at a certain level, it’s a different conversation.
[00:04:45] Chris: Absolutely.
[00:04:46] Scott: There wasn’t anyone at that table and nothing wrong with being at different phases but there was no discussion at that table of like how do I pick a product? Like, I don’t think anyone asked about how to find a product like pretty much everybody’s got their market, their niche picked. Some people haven’t even started on Amazon but they’re selling on other channels. We have one guy that’s selling on Walmart and Sears and whatever the other ones are. Newegg like all these different ones but he hasn’t went on Amazon yet.
[00:05:14] Chris: Literally everything except for Amazon, right?
[00:05:16] Scott: Yeah. So, he’s still being pretty successful on those other channels but there was a lot of common themes that I noticed and one of them was a lot of people were like, “I feel like I’m going in a hundred directions and I don’t know where to go first.” That’s where you have to go in there and you have to start analyzing your own situation and we just recently did this ourselves and said like, “What are the things that we need to focus on right now?” And we went and paid a lot of money to attend a high-level mastermind and it helped us and it’s a big deal. So, what I want to do here is I want to go through these different elements and there’s more than this, but these are like the five main ones. So, the first thing that we were hearing was like I’m doing these things. I’ve got this thing up and running. It’s doing good. I’m doing $300,000 a year but I want to get to 1 million like everyone wants to get to the million.
A couple of people were already touching a million. They want to go to 2 million but everything else is pretty much the same to get from there to there. After you get past 2 to 3, that’s going to be a whole other conversation but really, in the beginning, it's kind of like, well, alright the first question is are you optimizing what you already currently have fully? So, if you’re on Amazon, have you fully optimized everything? And I don’t mean just optimizing the listing, I mean, have you optimized the platform to get the most sales that you can possibly get right now and if you have then we can start talking about those other things. What would you say as far as optimizing currently what you have, what does that mean?
[00:06:57] Chris: So, for me, and you and I have talked about this in the past and I think this comes back to the same question of like when do I launch Product 2, right?
[00:07:03] Scott: Right.
[00:07:04] Chris: Because the immediate thing that everybody thinks is, “Oh, well I’m tapped out on Amazon. I need to just build my own ecommerce store and that’s the next step.” And that’s the next big step but optimizing what you have currently really is going in understanding what your numbers are. A 10% conversion rate is like the bottom of what you and I would consider to be like acceptable good. We have a couple of listings in the new brand and you and I are talking about this the other day that are like 9% because we haven’t gone back and optimized them. We’re guilty of this too.
[00:07:30] Scott: Absolutely.
[00:07:31] Chris: And when you’re looking at it, you go, “Well we’re hitting 10 sales a day out of it or we’re hitting 20 sales a day out of it.” That’s awesome but we’re still only at like 9% and we have other listings in that brand that get the same number of impressions, the same number of sessions that convert it 24%. What’s the difference in those listings? Because it’s the same market. They’re looking for the same kind of a product. I should be able to get some parity, some similarity in those conversion rates so what do I need to test and to tweak and to do in there? And that comes back to we talked about a couple of episodes ago in the podcast and a couple of people today have come up to me and talked about it. I don’t remember the number off the top of my head. We’ll have to find it and put it in the show notes, but it was where we talked about like optimizing your listing, how many sessions do you need to have to get to your sales number? What part of those are coming from PPC? What’s your conversation rate? And then we can figure out what to do.
So, are we ranking, number one, for our terms or are we close? And are we doing everything that we can do on Amazon in terms of testing our titles, testing our price points, testing our images, testing our bullets, testing our descriptions, all of those kinds of things and if we’re already doing that and we’re at a place where our sales are basically stable, if I throw more money into PPC, it doesn’t generate in more sales. If I do a split test, it doesn’t help really improve anything. It doesn’t help really be negative or anything. It just kind of is flat. That to me would be optimized completely if that makes sense.
[00:08:56] Scott: Right. It does. And the other thing I want to say is like so if you are like you’re optimized, or you think you are, are we going to focus on optimizing for two extra sales? No. That’s the problem. Like some people are just they’re trying to milk it versus where you can just kind of say, you know what, my time spent better moving on to the next element or the next key thing that I could be doing that could be driving more sales. Like you said, if you’re on Page 2 and you know if you put a little bit more effort on your pay-per-click in order to drive sales through that keyword then that might be worth your time to do that because you know that if you get on first page, your competition is getting 10 or 15 sales a day and you’re only getting three, that might be worth optimizing. But it comes down to that and we heard that quite a bit with people that were in that situation where they felt as though they wanted to continue to improve that stuff but really only for a small lift.
When I would’ve been moved on to the next part or the next thing, that still could bring in sales to the business but maybe not through that channel, but it also could if we were – and we’ll talk about the other elements. One of them could be email list building. A lot of people didn’t have that in place. Well, if I had that in place, guess what? If I want to get more rankings, maybe I’m going to drive a whole bunch of sales through my email list through Amazon and then I’m going to lift myself up in the rankings and then naturally I’m going to have sales. So, it comes down to really figuring out what is the thing that you could do right now to focus a month on that’s going to give you some lift and then focus really hard heavy on that, right?
[00:10:43] Chris: No, I agree with that 100%.
[00:10:44] Scott: Yeah.
[00:10:45] Chris: And it’s funny that you bring up the example of ranking at the top of Page 2 because I literally had that conversation with somebody today. He said, “I don’t know what my next move is. It’s like I’m on the top of Page 2. PPC isn’t really working. It’s kind of breakeven for me.” Yeah. I said, “Oh, breakeven. That’s not bad.” He’s like, “What?” I said, “No, that’s the goal upfront, right?” Obviously, we want to make that profitable but if we’re breakeven upfront, we know that if we push that, at least we’re still breakeven, right? So, I would scale that budget and then when we get to Page 1 we know that we’re going to continue to do that. He goes, “Oh okay,” and it’s just one of those things where again from outside of the business it’s easy to say that. When you’re in it every day, it’s not necessarily as easy to see those things but optimizing those things to a point is I think the key there because you’re talking about, okay, at 10 sales a day if we can get an additional two, that’s huge but if we’re at 30 sales a day, that’s a lot smaller of percentage in terms of a return. So, I’m not necessarily, I’m going to optimize for big chunks. I’m not necessarily going to – and all the business people are cringing right now.
I’m not necessarily going to optimize for 1% or 2%. I want to optimize for 30% and if I can find the button to push for 30%, yeah, I’m going to push it. At 2% it’s not necessarily worth my time. Now, I know that sounds bad from a business perspective. You’re like, “You’re leaving 2% on the table. You’re leaving $20 a day on the table.” Whatever it is but in terms of business strategy, it’s not necessarily worth my time. At some point should I come back and focus on that? Absolutely, but that’s when there’s no more 20% to 30% leverage to pull. That’s for down the road. I want to get it as good as I can get it 80-20. What can I do to get 80% of the way there with 20% of the effort and then let it go?
[00:12:36] Scott: Well, what was the one thing we were talking to a guy that was in I won’t mention his name, but he was in the mastermind group and he has like 100,000 SKUs. Now, they’re not his private label products. He's wholesaling or dropshipping?
[00:12:53] Chris: Dropshipping.
[00:12:53] Scott: Okay. So, he’s drop shipping. 100,000 SKUs and he wants to put them on Amazon. So, the initial thing is, well, let’s just go ahead and throw them up on Amazon, 100,000. You’re going to probably make some sales. FBM. He’s not going to be able to do FBA. That’s fine but what we said was and the group also agreed was why don’t you look at like the 20% that’s doing the best and then take those and bring those over versus taking all of them and throwing them over? And then you can focus more. I wouldn’t even go even a little bit in a different angle. I would go and say, “Let’s pick 10 products and bring them over and then let’s test those and let’s see what happens.” And it’s funny, he actually approached me again today after the group and said, “Oh man, it was awesome. I can’t wait. I’m so excited. I can’t wait to get started,” and they kept asking more questions about, “So, what do you think? You think I should take…” Again, asking the same question, “Should I take those 100,000 and put them over? Should I see, or should I start private labeling?”
I’m like, “The very first thing you can do right now is just list your top performers over on another platform. You might want to check how they’re doing on Amazon or that market is doing on Amazon before you pull them over,” because he’s in a variety of different markets and then I said, “And the second thing you might do on the backend of that, while that's kind of working is then maybe to look at the categories and markets that you've already sold in with drop shipping, see what has some legs, see what you can build a brand in, and then start private labeling a product there.” “Oh yeah,” he said. “That’s a good idea.” But sometimes you just don’t think of that but that’s what I’m saying like sometimes you get so stuck in that like what do I do next and sometimes it so obvious. You have to go with the least amount of friction and in this case, that is the obvious for me.
[00:14:39] Chris: Right. And if you could push a button and list all 100,000 of those products, I would probably just go ahead and list them.
[00:14:44] Scott: Well, I thought he said he had a software tool that would actually help him do that and he built one.
[00:14:47] Chris: And if that’s the case, that’s fine. If I had to write 100,000 listings there’s no way I would do that. I would absolutely go in and pick the top 5 to 10 and then absolutely you want to go in because the next big chunk of that is to look at all of those things and say what is selling on all of these platforms? Because he has the data to do that and then just list your private label directly next to it on Amazon, on Rakuten, on Sears, on all of those marketplaces that he’s selling on because he already has the data.
[00:15:19] Scott: Right. Yeah.
[00:15:19] Chris: That’s a much bigger chunk than manually creating 100,000 listing in terms of those things. So, that absolutely I think is key for him.
[00:15:30] Scott: Yeah. Cool. All right. So, moving on, the next element is, and this was a common thing that we kept going back to over and over and over again is external traffic. Like so, what I mean by external traffic is we can use it in a bunch of different ways but the one thing that I kept saying and you did, and a couple of other people did too is like how do I get outside traffic? Where should I get it? And what do I do with it? Do I direct it to Amazon? Do I build an email list? Do I do special offers? Like, what do I do with the traffic? And in my thing was, all right, before you even think about like where you’re going to send the traffic or what you need to understand is where your market is, period, like end of story, where is your market? And some of them said, “I don’t really know. I think they’re here.” I’m like, “Well, that’s your first step.” Figure out where they are and then we got to go get something in front of them that’s going to allow them to raise their hand and then we can do business with them or we can start to create that relationship with them. So, the very first thing here for anyone listening too is understand where your market is hanging out then we can go because every platform that they’re on there’s probably a traffic, an ad system on that platform.
[00:16:47] Chris: Yeah. There’s some way no matter where they are whether it’s Pinterest, whether it’s Facebook, whether it’s Twitter, whether it’s Google+, there’s a way to get in front of them whether it’s through paid ads or through viral content, whatever it is. Or YouTube.
[00:17:00] Scott: Yeah. So, my thing is, is for a lot of businesses out there and there was actually one gentleman I talked to yesterday, you were with me when I was talking to him, he’s from Florida actually originally from Alabama I think. Just trying to pull stuff out of my memory here. It’s crazy. I don’t usually remember things like that, Chris. That’s insane. I might be getting smarter. I don’t know.
[00:17:23] Chris: It’s because you’ve been spending so much time with me.
[00:17:24] Scott: I know. It’s rubbing off. So, but he asked us. He said, “What conferences you guys think I should go to?”
[00:17:32] Chris: Oh yeah.
[00:17:32] Scott: Remember? And I go, “Honestly, you’re probably going to be surprised by my answer,” and he’s like, “Really?” and I go, “Yeah. You would think I’d tell you to go to another e-commerce conference,” and he’s like, “Yeah. That’s kind of what I’m asking.” And I’m like, “I would tell you to go to a digital marketing conference.” Well, what do you mean? What do you mean by digital marketing?” I said, “Basically, learning external traffic, offers, funnels, like all of that stuff because you can then plug that into your brand and you can start driving your own traffic.” The very first thing, if you understand that if you understand how to drive traffic then pretty much you can plug to any business. Now, the other side of that is, well, yeah, you can drive traffic but then what do you do when you have the traffic? What do you do with it?
Well, that’s the other part of the element. We’ll talk about that, but traffic is to me like a lot of them were like, “Well, I’m selling on this channel. I’m getting traffic from this channel,” but they’re relying on the channel. What if we can go out and grab our own traffic or find our own traffic and then get it to convert for us? To me, you’ve got such an advantage at this point. There’s not a lot of people because just like this guy he’s only selling on Amazon. He doesn’t have that skill set and once you learn that skill set, you bring that with you wherever you go in business. So external traffic, let’s talk a little bit about that. Where do you want to start with external traffic?
[00:18:57] Chris: So, I guess the number one question we always get is where should I get my traffic?
[00:19:02] Scott: Yeah.
[00:19:02] Chris: Right? Like, okay, so and again this conversation is assuming that we’ve optimized Amazon.
[00:19:08] Scott: I’m pretending we did that.
[00:19:09] Chris: I’m starting to build my email list. I’m starting to build my own channel whether it’s ClickFunnels, building on a free plus shipping offer whether at Shopify, your own e-commerce site, however, we're building that, right?
[00:19:22] Scott: Right.
[00:19:22] Chris: The very first question that you and I always get is where should I go? The answer is it depends. It depends on where your audience is hanging out. I know we touched on that but we’re going to beat you over the head with that. I would generally say, gun to my head, Facebook is probably a decent place to start.
[00:19:42] Scott: Pretty good.
[00:19:43] Chris: Right? It can be overwhelming in terms of the paid side of it but at the very least I can use the free side of it to validate that my market is hanging out there by going to Facebook search, the little search bar at the top of Facebook and typing in keywords for my niche. I can find pages and I can find groups and I can at least reach people even if I’m terrified of the Facebook ads platform. I can start to interact with my audience on site of that platform. The second half of that would then be to run ads and Facebook makes that pretty easy and if you find that there are a couple of pages in groups in your niche then I would try Facebook ads because even though it can look overwhelming, it’s actually a pretty straightforward process once you’ve done it a handful of times like you would probably feel comfortable enough running a Facebook ad if you’ve only done it a handful of times yourself like I run the ads for the new brand.
And I’m not a Facebook ad genius. I’ve just done it enough that I know what buttons not to push and that’s kind of where we’re at. And there’s a lot of other levers that we could pull, and we could probably do a lot more optimization but again, we’re looking for the 80-20 optimization. If we found another channel like a Pinterest or like a YouTube, we would be looking at how to run ads on that platform and how to get in front of those people organically. If you had to – so channel question aside, Scott, if you had to say just one big tip about trying to understand external traffic, what would it be?
[00:21:07] Scott: The one tip that I would say is figure out your target market like figure out who you’re going after. So, for me, personally and I think we get more specific but it’s like if we’re looking at like a Facebook ad, number one, I need to know what they’re going to be interested in. So, I need to know who they are. If I don’t know who they are, I don’t know what I can offer them that’s going to get their attention. So, it has to be something that’s compelling. It has to be something. So, again, that was part of my elements where I’ve got on here. I’ve got some notes here above us that’s part of the offers. We’ll talk about offers but it’s having a good offer and getting them to raise their hand. But the one thing with paid traffic and there’s a lot of different things is really understanding the market, so you can then, number one, find them but then also know what you can offer them that gets them to raise their hand.
[00:21:52] Chris: And I don’t even think it’s just on the paid side of that. This is for all external traffic. Amazon is kind of an aberration in that people go there specifically to buy things. Like if you’re on Amazon they’re looking to buy.
[00:22:02] Scott: Buyer search engine.
[00:22:02] Chris: So, as long as you’re describing the product in a way that makes logical sense to people, they’re probably going to buy it. Now, if we get deeper and I know you’re doing an episode with Joel at one point about understanding your audience and finding their persona and speaking their language and that I think is the one big key for external traffic whether we’re talking about making a Facebook poster organically, writing a Facebook ad, creating a YouTube video, putting pins on Pinterest, we have to speak their language, and the way that we do that and a lot of people raise their hand and say, “Well, I’m not my market. I’m not in my market. I couldn’t possibly be the face of the brand or the voice of the brand or the fingers of the brand,” whatever we’re doing. We’re just typing. And the answer is actually you can be because we can learn the vernacular. We can use the words or learn the words that they use. We can learn how they speak. We can learn about the things that they care about [phone rings] by getting mobile phone calls in the middle of a podcast.
By simply reading and researching and going into a resource like a Facebook group and seeing what the things are that people are concerned about, seeing the terminology that they use. Everybody has their own lingo. FBA is Amazon lingo. If you weren’t in the Amazon market, you probably don’t know what FBA means and every market has their own things like that and if you can start to read and understand that market which everybody has the capability to do, all of the information is out there, then you can speak the language and that makes creating content or writing emails or creating offers or doing any of those kinds of things a lot easier and it means that even if you do a terrible job at communicating what it is, people are still going to connect with it and it means that everything that you do whether it’s organic or paid is going to have a better impact for you than it would otherwise.
[00:23:50] Scott: Yeah. And the thing is too once you start understanding your market and a couple of different ways that you can do this is, number one, just go to Facebook, find groups and/or fan pages, whatever, wherever those conversation is happening, and you just listen. Once you get your own channel built, your email list or even whatever, if you’re doing Messenger stuff, whatever it is, you’re going to be able to ask questions and then get them to give you a reply or comment and then you can then turn that into the language that you’re using or even to questions that they’re asking and then you can turn that into the language. So, I think it’s important to understand the market and again at this mastermind, it was that. For some people, it was like they didn’t even know who the market was or where they were. So, the first assignment is go out there and find it and just go out there and really understand it.
I think one person in the group had said, “Well, just go and model what other people are doing.” I’m a big fan of that like go to your competition, someone that’s doing something similar or that has a similar product and go through their process. Sign up for their newsletter or their email list or go to their Facebook page and see what they put in front of you. Buy something from them, see what their information is when they send it to you in the mail, any of that stuff, and see what they’re doing and then start learning the languaging. I mean, just look at a commercial on TV. If you’re looking at a commercial on TV, they’re going to basically show you the research that they’ve done by the images that they’re using in that commercial. They’ve already identified the market.
[00:25:21] Chris: They’re not guessing.
[00:25:22] Scott: They’re not guessing. A lot of work went into that 30-second spot. So, anyway, so that’s that. So, that’s your external traffic and we can always tie that back in but that was one big thing that we kept telling and be like, you got to understand the external traffic and where the people are hanging out. But when you understand that and when you’re able to use that, it’s a huge advantage, huge advantage because then once we understand that then we can start doing some of these other things that we’ll be talking about here in a second.
[00:25:46] Chris: But before we jump off of that, Scott, and I don’t want to derail this too long but one other thing that came up in external traffic is, well, can I just hire somebody to do that for me?
[00:25:53] Scott: Yes.
[00:25:54] Chris: And the answer is, yeah, kind of, but it falls under the category of you probably learn it best by doing and once you’re confident or even if you’re not, even after you’ve done it a couple of times you know that it will probably work for you on that channel. That’s when I would look to do that, but I would always look to try to master this yourself first or at least get a pretty good understanding of it so that you can understand what’s going right or wrong when you hire somebody to do it. And you might find that, yes, it’s overwhelming for you or you might find that this is actually where you really enjoy business because it’s very easy to find things and to scale. So, I would suggest with trying to master and understand external traffic, trying to do it yourself first. Dive in and learn by doing. Find $50 to waste on a Facebook ad and you’ll actually probably be surprised by the results like we were on a test that you and I running right now. We put up kind of a terrible ad quite frankly and we’re getting some conversions with it. It was kind of a surprise.
[00:26:52] Scott: It wasn’t terrible. It was quick.
[00:26:54] Chris: Right.
[00:26:54] Scott: It was like we’re not going to spend a ton of time on this. We’re just going to go ahead and get something up like and that was one big thing too that I was kind of like suggesting. We had these two situations from this one business and one was like a little bit of a longer process. It was going to take time. It was going to take manpower. It was going to take someone going into a school and reaching people that were on the board and all this stuff and I said, “I think the first step is let’s create a video and let’s target that market and let’s put some ad money behind it and let’s push it in front of those people, those teachers. Let’s get into the schools or the teachers by just putting up an ad versus making phone calls right now. We’ll do that later but let’s do this now.”
[00:27:36] Chris: Might as well test it.
[00:27:37] Scott: You might as well test it.
[00:27:38] Chris: Worst thing that happens is we lose $50.
[00:27:39] Scott: Yeah. Exactly. So, a lot of the business stuff is to me really about testing and being willing to go in there and just throw some money at it. Not a ton, $50 and see what happens. All right. So, the next thing is the email list and it kind of ties into the traffic. Now, with your email list and this is again what we’ve been talking to people in a lot of people there that were at this level did not have an email list. Some people had an email list, but they didn’t know what to do with it. One business had 24,000 emails of customers. And then, and this is no fault of them, they didn’t know what to do. They went and hired an agency to help run email campaigns. To me, most agencies are going to do the templated style. They’re going to show headers. They’re going to show different graphics. They’re going to show a more corporate-y feel and they’re not the voice of the business. So, their open rate was terrible. Their conversion rate was terrible. They were probably ending up in the promotions tab on Google.
[00:28:38] Chris: Oh, they were.
[00:28:39] Scott: So, all of that stuff. And we can talk about like what we suggested because I think that would be helpful but understand that what we need to do as business owners is we need to, number one, build an email list of customers and prospects and we need to communicate with those people on a regular basis and I don’t mean just once a month. I mean like once a week minimum. That’s what I’m saying. So, that’s a huge thing but let’s talk a little bit about that situation because I think people if you are sitting in an email list right now so if you’re a business owner right now, this is a little bit high-level stuff, a little bit of a different level. Again, if you’re a newbie, you don’t maybe have your email list yet but if you’ve been selling, you’ve got $250,000 in sales, you’ve got contacts of some kind. So, your first step is to communicate with those 25,000 people. So, let me ask you. So, what would your advice be? And I know what your advice was but let’s just repeat it like…
[00:29:38] Chris: I don’t know. No, I’m kidding.
[00:29:39] Scott: To that 24,000-person list, you’re not an agency, you’re just going to help this person out. What’s the first thing that you’re going to do?
[00:29:45] Chris: So, first of all, I want to kind of clarify that I don’t think this is just an email list. This is any list where we can contact customers, so this would apply to ManyChat, this would apply to your Facebook Messenger.
[00:29:55] Scott: What’s ManyChat?
[00:29:55] Chris: It’s a plugin for Facebook Messenger.
[00:29:57] Scott: Okay. So, it’s Facebook Messaging.
[00:29:59] Chris: Right. Any place where we can do that but where we primarily have been doing it up until this point and where most businesses are still doing it is in email and it works. The same concepts apply across that, wherever you have that list of customers. But what happened there is the same thing that happens in businesses of this size and in larger. You and I have this conversation in the past, probably even on the podcast. I've walked into a lot of businesses back on the consulting side of stuff that had 300,000 or 500,000 people on an email list and weren’t doing anything with them and the advice, ironically, was exactly the same as the advice that I gave yesterday which is, one, send anything. For the love of God, send anything and see what happens. And then number two is treat them like a human being. One of the problems that they were running into is that they were having very low open rates like you said, and they had either very close to zero or completely zero in terms of the conversion rate into anything profitable.
And when we sort of press them on it, it turned out that the agency that they had hired which again no fault of theirs, no fault of the agency, it’s just the typical model unless you know better, again learning by doing, was sending out the templated Best Buy weekly style emails. Like, the little blue email you get every week that had a whole bunch of fancy pictures and colors and all kind of stuff that everybody knows and is completely overwhelming and probably quite frankly doesn’t even serve Best Buy as well as it could if they structured it a little bit differently but let’s not go there. If we can forget about all of that because that’s what everyone thinks email marketing is and so it becomes overwhelming for a lot of people. And then they go out and they hire an agency to do it and then the agency does all of those things for them and then they continue to think that that’s the way to do it. We can pull that back and we can make this very simple. We can write a text-based email. We have ConvertKit, if we have Klaviyo, if we have any of these platforms, they will all allow us to send text-based emails and that doe a couple of different things for us that makes it easier on us as the business owner. I can write HTML. I have no desire to ever put HTML in an email. It would take so long. We send an email in a new brand this morning. How long did it take me to write? 15 minutes?
[00:32:08] Scott: Oh, yeah. Maybe.
[00:32:09] Chris: It was a couple of paragraphs.
[00:32:10] Scott: It took me longer to write my one for The Amazing Seller and that’s just because I’m terrible at typing and I just had to really put a lot of thought into it. You know what I mean, Chris?
[00:32:20] Chris: Yeah. It was very thoughtful.
[00:32:20] Scott: It was but and I’m not good with my laptop. I need a mouse like you can cough. It’s okay. He’s dying over here, folks. He’s dying over here, folks.
[00:32:30] Chris: Just making excuses.
[00:32:31] Scott: He’s dying over here, folks.
[00:32:32] Chris: That’s the thing, right? It takes us less time and it eliminates the excuse of, “Well, I can’t do that,” because everybody can write three paragraphs. That was the suggestion. Go short.
[00:32:42] Scott: Right.
[00:32:42] Chris: Go short and as you start to get more confident, you can go longer but you don’t have to if you don’t want to. The other thing that it does for us is it increases deliverability. It makes sure that we don’t go…
[00:32:52] Scott: That’s what they want.
[00:32:53] Chris: Well, it doesn’t make sure, but it helps to ensure that we don’t end up in the promotions tab in Gmail which is email marketing hell for lack of a better term, right?
[00:33:01] Scott: Yeah. You’re not seen.
[00:33:01] Chris: You’re in purgatory. Nobody ever sees you because you’re not in the inbox and when you send all these fancy HTML style emails, that’s the entice. It’s called the promotions tab for a reason. And so, if we can write these text-based emails, it means we get in front of more people automatically. The third thing it does is it actually creates connection. When you get an email with a whole bunch of pictures and a bunch of colors, you’re not creating a connection but if I can take 15 minutes to write an email, maybe tell a story, maybe just weave it in with something or even if I’m not doing any of that kind of stuff which is really, really powerful, all I’m doing is sending an email that looks like, Scott, you would send to me in the middle of the day. “Hey, Chris, I was just thinking about this thing and I want to let you know about it.”
[00:33:41] Scott: Yep.
[00:33:42] Chris: Right?
[00:33:42] Scott: Yeah.
[00:33:43] Chris: I’m much more likely to interact with that than I am to scroll through nine pages of the Best Buy catalog inside of my email box.
[00:33:48] Scott: Yeah. And there was one tip that I gave actually that I think is really important because we want to, immediately, we want to reach that person and what I mean by reach them is we want to reach their inbox. We don’t want to fall in the promotions tab. So, your very first email should be something very short, something that might just have a simple subject line like thanks or thank you or whatever and then inside of it, it would just be like, “Hey, I just noticed that you did XYZ or you downloaded my e-book,” or, “You just purchased my new garlic press,” whatever it is, “I wanted to just drop in and if you have any questions, let me know. I want to say thanks. I’m a small locally-owned business or a small family business. I just want to make sure that you receive everything and just say thanks. And, hey, do me a favor. Drop me a line real quick and let me know if you have any questions or if you have any recommendations.”
[00:34:45] Chris: Go ahead and hit reply.
[00:34:45] Scott: “Hit reply.” So, what I’m actually doing is I’m starting the conversation and it’s all text-based and it’s something that is connecting with them, so they will reply back to me. Once they receive that email and they touch it and they open it, number one, and then if they do reply to it, that makes it even more known to Gmail that this is a contact that they are willing or wanting to hear from and that it won’t go in the promotions tab as easy. So, that’s a huge tip. So, write that one down or…
[00:35:16] Chris: It’s a writer downer.
[00:35:16] Scott: It’s a writer downer. You know what I’m saying? So, that’s a big one and everyone was writing. When I was saying that one, they were like, “Can you say that again?” Like that was a big one because it is a big one and I’ve done that in every single business. Going all the way to the photography space, the photography business, we would do that in all of those emails in my digital products business, all of that stuff. The very first email is that welcome email, it’s a thank you email, and it’s done for two purposes. For one, to be able to get them to read it and touch it but then also for me when I do get a reply, guess what? I actually reply.
[00:35:47] Chris: But, Scott, that’s not scalable.
[00:35:49] Scott: Yeah. I know. If you didn’t want to do it yourself, you could have someone do it, but I do it myself.
[00:35:54] Chris: And that’s the thing, right? We’re not going to get 30,000 replies but we’re going to get a handful and that gives us one really good insight into who our customers are, the languages that they resonate with, the things that they’re interested in, the fact that their dog died this week or that they don’t have enough money to buy our coloring book in the case of our buddy, Mike Jackness. Like, any of those kinds of things will come up in those and so we can start to understand what their concerns are, what their problems are, what their favorite things are. And this isn’t something we do just once generally speaking and a lot of times I don’t even think about like you and I don’t think about this from like a marketing tactics standpoint but what I did when we got back yesterday was I went through in the new brand and it turns out that we end up doing this like one out of every four or five emails and it’s just because we’re writing a conversation here like, “Hey, here’s this thing. What’s your favorite? Or what’s your whatever.”
[00:36:46] Scott: And we’ll get replies.
[00:36:47] Chris: And the other hidden benefit of doing this and the other thing that people struggle with, with email list and email marketing is, “Well, what do I send? I wrote a 10-email onboarding sequence. I hate writing. I can’t find content to send out.” Well, guess what? All hundred people out of those 30,000 you get 100 emails and it's terrible to spend 10 minutes of reading and replying to them. The hidden benefits of all that is you now have 100 people who are your fans tell you exactly what they want you to talk to them about.
[00:37:22] Scott: Right. That’s huge.
[00:37:22] Chris: And they’ve given you ideas for content and they’ve given you all of those things. So, guess what, now I have potentially 100 emails that I have ideas for. Now, I don’t have to go out and find it. I don’t have to go out and do this thing, so I can tag those inside of Gmail or if you’re using Google apps or business. I can put them in a folder inside of whatever program I’m using and then when I’m struggling next Wednesday to write an email for the company so that we have at least one that goes out every week, I can just go in there and I can go, yeah, “Suzie from Idaho gave me this really good idea,” and then you write the email about the thing that Suzie from Idaho talked about and you call out Suzie from Idaho and that’s a couple of things. It makes you personal, it gives you a connection, and it makes Suzie from Idaho a super fan.
[00:38:10] Scott: Yeah. That’s good. That’s powerful stuff. Okay. The next one is influencers. We had some people in the group. They were like, “You know, I want to get my product in front of influencers. Can we talk more about that? How do I do that? Is there a special tool? Is there a hack?” Like all this stuff. And here’s the deal, I’m going to give you guys a big secret.
[00:38:34] Chris: It’s a ninja secret hack.
[00:38:36] Scott: And it kind of goes exactly what we’re just talking about. You need to do the work. You need to reach out personally. I know it takes a little bit of work.
[00:38:48] Chris: So much effort.
[00:38:49] Scott: It is. Personally, reach out to these people, understand their channel and then from there ask them like, “I noticed your channel. You’re doing some really cool things. I’m a huge fan. I have a product or I have even – maybe you might even have a YouTube channel or you have…” and say, “I would love if we could work together or maybe you would like to try my product. Let me send you one for free. Let me send a few for free,” whatever it is and do that for 100 different influencers. And I’m not talking influencers. Everyone is always too like, “I want to go after the big numbers.” Go after the small numbers or the medium numbers. Go after 20,000, 50,000, 100,000. You don’t have to go after 1 million because here’s the deal.
[00:39:34] Chris: Think about having 20,000 people in one room for a minute.
[00:39:38] Scott: Yeah.
[00:39:39] Chris: You’re like, “Oh, it’s a small number like this guy’s got a million.” If you had 20,000 people in a room, do you think you could sell a couple of garlic presses?
[00:39:46] Scott: Yeah. Well, and the other crazy thing is, and I know this first hand because even my son, my son has a couple of buddies that have an Instagram page that they’re trying to build it up and it doesn’t have any focus or anything but they’re just like, “You know what, we’re going to build up an Instagram page of like 10,000 people and just talk about random stuff,” and of course my son’s like, “You shouldn’t really do that. You should really niche it down.” He’s trying to educate them, right? They’re like, “We just want to do this. We just want to build up a big following,” just because they want to feel like they’re like a superstar. So, as they’re doing this though with only 10,000 people, I say only, but 10,000 people…
[00:40:19] Chris: It’s a lot of people.
[00:40:20] Scott: But on Instagram, people they’re talking big numbers and they’re already getting people that reach out to them and say, “Well, can I send you a watch, so you can put it on your channel and you can test it? Can I send you a camera bag? Can I send you…” So, they’ve already got people reaching out to them and they’re stoked. They’re like excited. I mean they’re like twenty-something-year-old kids that are like, “I’m getting free stuff because I got an Instagram channel.” So, there’s a lot of people out there that are like that and it doesn’t have to be they were kids. It could be a 30-year-old mom that’s just doing it because they want to do it. They’ve got a little bit of a following and they love to receive some free stuff.
I was sharing that. I’ve got a blogger friend of mine and every now and then she’ll get people that want to send her a new set of curtains because they’ve got a curtain line or a fabric because they do reupholstering or crafty stuff or whatever and she’s receiving this free stuff. Why wouldn’t she want to receive that? But again, it’s ethically being done. It’s not like they’re just out there spamming her and it’s not a bot. It’s not a tool that you put a script in. So, I’m a fan of just doing the work, going out there, spending the time, finding some, take a day or a couple of hours, create a spreadsheet in Google Drive and put it in there and just go ahead and start listing them.
[00:41:37] Chris: There’s no way that works.
[00:41:38] Scott: I know. It’s too easy, right?
[00:41:39] Chris: It’s too easy. But it’s got to be like a super ninja hacky way that I can just do all this stuff. It comes down to celebrities are people too. Influencers are people too.
[00:41:49] Scott: They don’t have to be celebrities.
[00:41:50] Chris: That’s what I’m saying.
[00:41:51] Scott: Regarding celebrity, a grandma that is out there doing gardening every day and she just happens to talk about it on a YouTube channel and it’s blowing up.
[00:41:59] Chris: She’s a celebrity to her audience though.
[00:42:01] Scott: Exactly.
[00:42:02] Chris: Like all of these people are people and that sounds ridiculous and I hate myself for saying it but it’s true. We all have emotional visceral responses to these things.
[00:42:12] Scott: You use some big words.
[00:42:13] Chris: And emotional.
[00:42:15] Scott: It’s actually tonight too by the way. If anyone listening, we’re like it’s like at night when we’re recording this because today we started to record it and there was an airshow here.
[00:42:24] Chris: We had that fancy dinner and now I just need to use big words.
[00:42:27] Scott: Yeah. I know. It’s true. Okay. Go ahead. Sorry.
[00:42:29] Chris: And when we do these things, yes, we can get some results. Scott, if you and I got a list of 500,000 people that had more than 10,000 people, we could send a super generic email and get some results. Why? Because you get some results anytime you send anything which is why when we’re talking about email list, I said just send anything. You’ll get some sort of response. But we’re talking about the 80-20 principle. We want only people who are fit. Well, the only way to really know if they’re a fit is to look at their stuff and see what the interactions are like, see what kind of content they actually post, make sure they’re on brand for you. If you’re very family-focused you probably don’t want Gary Vaynerchuk to promote your stuff. He’s got a little bit of a potty mouth.
[00:43:12] Scott: Potty.
[00:43:14] Chris: And so, that may not be your target influencer. You might go after somebody else. But you don’t know that if you’re just looking at numbers and tool. It’s the same thing with product selection. We don’t like using a tool to pick a product. We like using a tool for validation. Being able to find the numbers that the influencers have is great but what kind of content are they creating? And the second half of that is the actual outreach portion. If I write you a personal email, you’re a lot more likely to respond, period. If I send that on an email that says, “Hey, I love your channel. Would you like to promote my watch? Chris.” I will get some response to that because Scottie’s friends…
[00:43:55] Scott: They’d be like, “Yeah!”
[00:43:56] Chris: Or like, “I want a free watch!” Again, probably not the person that I actually want to promote my watch, but I’ll get some people to take me up on it and who knows, the 3% of any market at any given time is ready to buy so they might get a couple of sales and they might be worth my time. But if I take an extra two minutes, it’s all it takes, I scroll through their YouTube channel, I read, just scan through a couple of their blogs, and I go, “You know what, that one tip that Suzie has about cleaning garlic presses is really, really cool,” and then in the email instead of writing, “Hi, I like your blog. Would you like my watch?” I can say, “Hey, Suzie, hey first name.” Weird, right? Because I can get that from the Contacts page or from the byline or from the content itself. “I just want to let you know that I’m a fan. I really like what you’re doing on your site (insert site name here).” Again, it’s still a template but we’re inserting, we’re making it a little more personal.
“The article that you wrote on seven tips for cooking faster was really awesome. I think it’s super cool that you clean your garlic press the way that you do. Tip number seven was awesome. We have a garlic press that we’re selling, and I was curious, we’re actually able to just get rid of that issue that you have with your old garlic press anyway, the whole reason you had to clean that way. Curious if you want to check it out. Be happy to send you one just to see what you think. Chris.” That’s it. She’s going to email me back and she’s going to go, “You’ve read my…” like that’s so weird. Because when we create content like the podcast right now you and I creating this in a hotel room talking to each other, it’s in a vacuum. So, you’re acknowledging the fact that they exist that they’re a human being, that they create content, and that you got value out of it and then you’re not really asking for anything either. You’re not saying, “I would like to send you this thing and have you review it and create this giant video and give it to all of your followers and all these things.” You’re saying, “I’d like to see if there’s a way that we can work together.”
[00:45:52] Chris: And if there is, there is. And if there’s not, she’s either not going to reply or she’s just going to say, “You know, I’m really happy with my garlic press. Thanks, but no thanks.” And then the next time I have a product you can say, “Hey, Suzie. I know the garlic press thing wasn’t a fit but I’m curious. We have this other thing for you. I still love your stuff. The new article that you wrote on, 18 Ways to Grate Cheese, it was really cool. If you want a better cheese grater, we’ve got one for you. We can do that, and we can keep her on a list and we’re creating a personal relationship with those people. We’re not trying to churn and burn. The thing that’s really cool with influencers is when you start to find one or two that work, you can go back to those people again.
[00:46:34] Scott: Yeah. I was going to mention that. I mean, when you’re doing this work upfront like this and you’re creating that power list if you will like of people that you’re creating these relationships with, now you have a network over the course of time that you are building that now when you’re ready to launch a product, you can reach out to these people and do a massive like push and sometimes not even have to discount your product so that’s a huge asset. So, definitely huge and that’s again something that we talked about in the group and people were nodding their heads. Some people have tried tools and they said, “Eh, it didn’t really perform.” One little ninja tip here I would say, if you have an influencer that you really want to get their attention and you really want to set a statement, one little tip you could do, it’s going to take a little extra work, maybe 3 to 5 minutes.
[00:47:25] Chris: Oh, that’s so much time.
[00:47:27] Scott: Get your phone ready, fire up a video, and shoot them a video. And send them a video explaining exactly what you just did.
[00:47:35] Chris: But how do you do that?
[00:47:36] Scott: You take your phone and you just hit record and if you don’t want to like put it up on a Google Drive and do it that way, you put up on your Google Drive, you probably have a YouTube channel, just make a private video and then just share it with them.
[00:47:50] Chris: Send them a link.
[00:47:51] Scott: Send them a link. That’ sit. I’ve done that actually myself. It works really good, and I shared that with a couple of people and then they ended up doing it themselves and came back and said it worked phenomenal. Actually, I had someone actually – it was actually Joe Valley. He reached out to me by video because he heard me talk about it on my podcast once.
[00:48:12] Chris: So, he did it?
[00:48:13] Scott: And he did it.
[00:48:13] Chris: That’s fantastic.
[00:48:14] Scott: Yeah. And he did it and I said, “You know what, you’re going to get some extra credit on that one.”
[00:48:19] Chris: It doesn’t take, again, it doesn’t have to be this beautifully lit video. And here’s the other thing, so you actually did a YouTube video recently on a couple of different ways to change lighting and some of those kinds of things.
[00:48:29] Scott: Which the lighting in this room…
[00:48:30] Chris: And there’s actually in the room behind us right now it fell out of my bag and turned itself on, there’s a camera ring light laying on the floor back there. It’s literally turned on right now. It fell out of my bag when we started recording. I keep seeing it in the corner of my eye but that’s just…
[00:48:44] Scott: It’s a sign.
[00:48:45] Chris: That was like $14 on Amazon and it goes over and that solves all lighting issues like if you’re worried about looking weird on video which nobody is going to care about.
[00:48:54] Scott: Yeah. Because you’re giving value and it’s personal. You’re just like firing a film and be like, “Hey, Chris, I noticed that you got a YouTube channel and you talk about fishing. I’m a big fisherman too. I go fishing with my son all the time, yada, yada, yada. I was just wondering if maybe we could talk sometime and I’ve got products that are in the fishing space and I know that you’re a big fisherman, you’re passionate about that market. If you’re interested, let me know and maybe we could work together. I’m sure you know that you can be an affiliate for Amazon products. I have Amazon products. if you want to share them, I’d be more than happy to work something out with you. So hopefully you enjoyed this video and I’ll talk to you soon. Thanks, man.” Like that’s it like it’s killer.
[00:49:33] Chris: Yeah. And I would say it like we keep mockingly saying, “It would take so much time,” it takes two minutes, or it takes three minutes and when you’re doing that for one person that doesn’t sound like lot. But when you’re doing it for 100 people, it could be a couple of hours. But when you do this in a batch whether you’re trying to find influencers or whether you’re trying to reach out to them, you’d be surprised at how quickly you can turn that out. Again, it doesn’t have to be 100% a custom email or custom video. You’re working from a script and you’re inserting the customization so you’re saying, “Hey, Chris, blah, blah, blah,” right? You’re customizing it at the top and then you’re saying, “I really like the thing about X.” The middle chunk is the same and the end is the same. So, we’re really only taking a couple of minutes to reach out to these people but you’re customizing it enough and personalizing it enough that it’s not an issue and if you batch that, that whole process speeds up even more.
[00:50:23] Scott: Absolutely. All right. We got to get wrapping up here. We got one more element we got to cover here.
[00:50:26] Chris: Let’s do it.
[00:50:27] Scott: Offers. Okay. So, what do I mean by offers? Offers could be products or they could be the thing that gets people’s attention and that could be physical, it could be digital. So, we can get them to raise their hand and we want this to be a compelling offer meaning that we want people to be like, “Holy crap, like, yeah, I’ll take that like sure. Like, I need that, or I would love that.” And we’ve talked a lot about our offers as far as building our email list and a lot of what we’ve done in the new brand is really went after the market and found what they want. Even before we launched our first product, we just went out and found things that we knew that would go along with our product, our first product, and then we built that email list so then when we had our new product, we could then push the product through the email list. So, the offer needs to be something of value. It can’t be some junky thing that you’re trying to just say, “Well, it didn’t cost me much so I’m going to give it away.” It might cost you $100 and the value might be $200.
It might cost you $200 and that’s what it’s going to be. That’s fine because what you have to look at is you want people to really open their eyes and be like, “Wow. This is crazy.” If it’s a digital item, it’s got to be something that’s of value. If you’re going to give an e-book, How To Win Your Next Bass Tournament, like if you’re a bass fisherman you might be interested in that especially if you put in there, “I’m going to share three secrets that I’ve only told my best buddies,” or something like that and then you download that and guess what, you sell fishing lures that also are ones that you’ve created that catch more fish. So, it goes hand-in-hand, digital, physical, it doesn’t really matter but what we’ve been doing lately is really the physical side of things because I think a lot of people want to get it in the mail. It’s like, wow, I want to win something. It’s big. So, that’s a cool thing. Free plus shipping is another thing and we’re actually experimenting with that right now and the results early are very good.
[00:52:28] Scott: But again, it’s something we know the market wants. We know that they would be willing to pay for shipping to receive it and get it for free so they’re actually using their credit card but then on the backend, we can offer them more of our products and that’s exactly what we’re doing but offers you have to understand, we had someone we talked to I think it was this morning and they said that they did a giveaway. They have like, I don’t know what it was. It was a lot of emails. I think it was 5,000 or 6,000 emails. Maybe even more and they go, “But it really didn’t work as well as I thought, and it might be my branding and it might have been my ad to my landing page didn’t match up but now that I kind of think of it, it might have been the offer. I was offering…” it might have been something as generic as like let’s say a kindle but nothing…
[00:53:13] Chris: They weren't selling Kindle accessories.
[00:53:14] Scott: No. let’s say that that they were selling a garlic press. It doesn’t go. Are you going to get people to raise their hand? Yeah. But it’s not your market, right? So, that’s where it’s broke. So, offers. What do you want to say about offers?
[00:53:28] Chris: So, first, you keep saying the word physical and I cannot be the only person that has, “Let’s get physical, physical.” Who sings that?
[00:53:37] Scott: Who sang that?
[00:53:38] Chris: The chick from American Idol
[00:53:40] Scott: No.
[00:53:42] Chris: I don’t know.
[00:53:42] Scott: Olivia Newton-John. That’s way before your time. Oh, that had to come up. That had to come up.
[00:53:50] Chris: Because I’m so young.
[00:53:51] Scott: Oh, you remember Olivia Newton-John in Grease.
[00:53:53] Chris: Yeah. I know who that is. I know who she is. I just don’t know.
[00:53:56] Scott: Yeah. That’s it. That’s her.
[00:53:59] Chris: I know three bars of that song. Let’s get physical.
[00:54:04] Scott: Now everyone’s going to be singing that for the rest of the…
[00:54:06] Chris: Everyone just turned off the podcast.
[00:54:07] Scott: Everyone’s going to be singing that and humming that for the rest of the day.
[00:54:10] Chris: Everyone just stood up in their desk or stomped on their breaks and is singing this song.
[00:54:13] Scott: But lets it get ingrained in their heads. Let’s get physical.
[00:54:18] Chris: Let’s get digital? Digital?
[00:54:21] Scott: All right. Go ahead.
[00:54:20] Chris: And then offers comes back to a lot of the other things like creating good offers and when we’re talking about offers, it doesn’t matter if we’re talking about building our own channel, whether we’re talking about creating the right title for our Amazon product, that is creating an offer whether it’s creating our giveaway. The thing that is the 80-20 here, the Pareto principle, is going to be market message match. Who is our market? What are the things that they say? How do they talk? What are the things that will resonate with them? How well does that match my message, right?
[00:55:00] Scott: Yeah.
[00:55:01] Chris: Not just now in the case of a giveaway but also two weeks from now or three weeks from now when I actually try to offer them something. All of those things have to connect for that to work and it sounds like really overwhelming when you put it that way. You’re like, “Oh, well, if I give them this and it doesn’t directly relate to that then it doesn’t work.” If you’re giving, if you’re selling a garlic press, a kindle is not the thing that you would give away because they’re not going to connect that. In their head, it doesn’t connect. If you’re giving, let’s go back to garlic press example. The ultimate chef’s bundle would make sense for that.
[00:55:39] Scott: That would.
[00:55:41] Chris: That is the thing that is going to be of value to that audience because they think of you now in the cooking space. And so, when I actually go to make them another offer, it’s the same thing. In case of an Amazon listing, I want to describe the product in the way that they are also describing the product. It’s the same thing, right?
[00:56:03] Scott: Right. Yeah. Well, and kind of talking about like offers even like with our friend, Mike Jackness, who publicly talks about his coloring brand like he’s giving away like for his giveaway is like gel pens because that’s what they color with.
[00:56:17] Chris: Three random colors.
[00:56:18] Scott: Yeah.
[00:56:19] Chris: So, that cracks me up this morning.
[00:56:20] Scott: Yeah. So, like he’s giving away something of value that they want and then on the backend of that, he sells gel pens, but he also sells coloring books. The other thing could be the coloring book, or I actually had a digital download that was like download 20 of our top whatever coloring designs or something. And so, they download those and then immediately on the backend of that, they can offer their coloring books in a physical form and then their gel pens and everything else that they offer, and they’ve got them on an email list now. So, it’s the offer. It’s knowing the market, who they are, and believe it or not, you think coloring you’re like kids. No, it’s adult. It’s adult coloring, and a lot of times like he said, I think the market is more like probably like middle-aged women and they actually found another angle. Here’s another little side tip, another angle which was he then started to expand out and say, “Okay, we’ve got our market kind of identified but now we’ve got another part of the market that would probably like spiritual stuff.”
So, then he found just different verses and stuff and then started to create art around those and now he started going to another market but with the same product in a sense. So anyway, just side note. But anyway, so offers, really important and another part that again we were talking a lot about in this mastermind because the offer, again, we talked to this one gentleman that he’s got a really cool product and stuff and I’m like, “But do you have a video of kids using it and having fun with it and laughing?” He’s like, “No.” I’m like, “That’s what I would do.” I would create a video showing them using it, having fun with it, experiencing it and then as your audience is scrolling through their feed they’re also now attracted to that and then they want to stop and watch it. And now from there, you have an offer. The offer would be maybe a discount on the thing or maybe it’s a download, whatever it is, and then you get that lead or you get that customer. But it comes down to knowing your audience, the offer building the email list, all that stuff. So, it was this common thread all the way through it.
[00:58:27] Chris: And I think in terms of scaling the concept behind yesterday was how do we scale from 250K to 1 million, right?
[00:58:34] Scott: Right.
[00:58:34] Chris: In terms of scaling that from an offers perspective, it’s really about having more offers like if you want to be bigger, you can do more things, or you need to do more things and, in that case, it’s launch another product, run another ad and see what happens, target a slightly different niche. In the case of our buddy, Mike, all of those things will happen, and you have to kind of take advantage of all of those things if you really want to start that scaling process. You have to throw out more hooks if you want to catch more fish.
[00:59:04] Scott: Absolutely. I love that. We use the fishing niche quite a bit. All right. So, we’re going to wrap this up. So, here’s the deal. The five elements, we’ve got optimizing your current situation, your current stuff.
[00:59:15] Chris: That’s a place to start.
[00:59:16] Scott: Right. And then from there external traffic and again this doesn't have to be in this order. These are just kind of the elements. Your email list, definitely be building your email list. I know we’re going to be starting to play around with the Messenger in Facebook but ultimately, we’re trying to get the email.
[00:59:30] Chris: List of people.
[00:59:31] Scott: Yeah. A list of people. And then from there, we have influencers and then we’re going to kind of capitalize on their list and their influence.
[00:59:39] Chris: Again, just list of people.
[00:59:40] Scott: That’s it. And then from there, offers, and creating better offers whether that’s on your listing or whether that is something that you’re using to build that list and then to get people through or into your funnel or your business and your brand. So, that’s really it. That’s what I got. I mean it was a lot of fun in that mastermind. While we’re speaking about masterminds and just we should probably talk a little bit about what we’re working on right now. It’s big but it’s small.
[01:00:12] Chris: I like that.
[01:00:13] Scott: Yeah. We’ve got…
[01:00:14] Chris: Grande pequeño.
[01:00:14] Scott: Yeah. We’ve recently joined a high-level mastermind. I talked about this before and now that I’ve been involved in some of these masterminds, I want to do that myself. It’s a cool experience but also, I want to be able to create something where I can sit down with a group of up to 10 people, no more. We have 13 in this group, too many. I think there should have been 10. I’ll talk to Steve next year. But I think 10 is max and meet for two days. We only met for one but in our mastermind that we attended, two days, and then we meet three times a year and then we’ll do like multi-stuff. So, we’re doing that right now. So, depending on when this airs, we’re going to be doing that. It’s an application process. It’s a high level. It is going to be expensive. It’s not going to be something that you can just go ahead and join for $1,000. It’s going to be more expensive.
It’s more for serious sellers that are at this level like 250,000 or more because we found that like even yesterday like we know that if these guys go out there and they implement what we went through and what they learned throughout here, they’re going to make way more than the investment of a mastermind and the connections and everything that comes along with it. So, if you guys are interested in learning more about that, go to TheAmazingSeller.com/Mastermind. So, TheAmazingSeller.com/Mastermind and then you’ll get all of the information there and again right now we are going to do just one group. We may eventually open it up to another group but right now we’re going to start with one and we’re going to see how it goes and kind of learn through that process but, yeah, I’m excited about it.
[01:01:55] Chris: It’s going to be a lot of fun.
[01:01:56] Scott: It is going to be a lot of fun and I was talking to someone today about it and I’m like not everyone will be accepted for a couple of different reasons. One, because they might not meet the criteria of how much they make yet and all that stuff because we want a certain caliber but also just I want groups of people that I actually want to hang out with. I want to create that group of people, women or men, it doesn’t matter. But just cool people. You know what I mean? And be able to kind of hang out and talk business but then also build that business together.
[01:02:26] Chris: I think that’s one of the big keys that’s missing from some of the masterminds that you and I have seen in the past or like gone through in the past. It’s got to be a group of people that you actually feel comfortable around first of all because the thing that makes that super beneficial for everybody is the connection and when you can let your guard down and it’s not a business event but it’s a conversation, that becomes a lot easier so if it’s women or men or kids, whatever.
[01:02:54] Scott: Yeah. We had a 22 or 23-year-old, smart and just very mature but, yeah, I mean doesn’t matter.
[01:03:04] Chris: As long as you could see yourself sitting down and having a beer with them or having a glass of water or a cup of coffee and a good conversation then they’re much more likely to be a fit for that. If it’s somebody that you just didn’t get along personally at all, they’re probably not going to be a fit for that or for the rest of the group either and that whole group has to be cohesive for it to work.
[01:03:21] Scott: Yeah. Because it’s powerful. I mean, again, mastermind it’s like you’re taking the power of everyone’s mind and we’re kind of connecting them together and everyone else’s network which I think is huge as well, being able to help. Because a mastermind to me is really not just pulling like consuming. It’s really adding value and learning.
[01:03:40] Chris: It’s giving.
[01:03:41] Scott: Giving within the group. So, anyway, that’s going to pretty much wrap up this episode. This is episode 516 to the show notes can be found at TheAmazingSeller.com/516 and go grab the notes, transcripts, all that good stuff. Also, if you’re interested in that mastermind, head over to TheAmazingSeller.com/Mastermind. We’re going to wrap this up together today. I think we’re going to be able to nail it because we’re in the same room. So, are you ready?
[01:04:09] Chris: Let’s do it.
[01:04:10] Scott: Guys, 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!
[01:04:21] Chris: Take action!
[01:04:23] Scott: Have an awesome amazing day and I’ll see you right back here on the next episode. That’s pretty good.
[01:04:30] Chris: I thought you were going to count me down.
[01:04:31] Scott: I was going to but we’re in the same room together, so I didn’t have to do that and we’re still rolling over here so we’re going to go ahead and shut her down.
[01:04:40] Chris: Maybe.
[01:04:40] Scott: Maybe.
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