In episode 310 of the AM/PM Podcast, Kevin and the Helium 10 Elite members discuss:
- 01:30 ā Ted And Loretta Join The Conversation
- 02:00 ā Their Story And How Did They Get Started
- 04:00 ā Starting An Aggregator Company
- 06:10 ā Orignal Members Of The Illuminati Mastermind And Beta Testers For Helium 10
- 07:00 ā Ted & Loretta Story: Manny, What Does AM/PM Really Mean?
- 07:40 ā NFTs And The Bulls And Apes Project By Manny Coats
- 10:00 ā Tisa Blackburn Joins The Conversation
- 10:30 ā Tisaās Story And Pivoting Industries Because Of The Pandemic
- 13:30 ā What Value Does She Get From Helium 10 Elite And Freedom Ticket
- 16:00 ā How Does Tisa Prioritize Events To Attend To At S3
- 18:30 ā Selling In The Art Niche On Amazon
- 20:30 ā Kevin Shares His Valuable Tips For Tisaās Business
- 23:00 ā Mark Casey Joins The Conversation
- 23:30 ā Markās Background And How He Got Started In E-commerce
- 25:00 ā The Top Keys And Mistakes When Making An Amazon Listing
- 25:30 ā How To Know When Your Brand Name Is A True Brand
- 26:30 ā How To Architect A Very Competitive Listing
- 28:00 ā Tips To Create The Perfect Hero Image
- 29:30 ā The Best Assets And Tips For Amazon Launches From Mark And Kevin
- 33:00 ā Plant The Seeds And Ride The Wave
- 34:00 ā Outside Traffic Is Very Important
- 35:45 ā Carrie Miller Joins The Conversation
- 36:25 ā Carrieās Backstory And How She Got Started In The Space
- 39:20 ā Helium 10 Is Not Just A Software For Amazon
- 45:30 ā Letās Talk About Helium 10 Elite
- 46:00 ā A Free Webinar By Kevin King And Carrie Miller For Non-Elite Members
- 49:40 ā This Weekās Golden Nugget Tip
Transcript
Kevin King:
Welcome to episode 310 of the Am/Pm Podcast. This week weāre back again with more seller hacks from the Helium 10 Elite Workshop at the recent Sell and Scale Summit in Las Vegas. I took all my recording equipment out there, we set a little table outside, and as people were coming in and out of the event that was held on the first day before the big event started, we brought all the Helium 10 Elite members that could make it out for like a four or five-hour workshop. Had some great speakers, and some great networking, and we got some great content for you here for the AM/PM Podcast. So I hope you enjoy this part. Two, if you didnāt listen to part one, be sure to go back and listen to last weekās episode as well. Itās some amazing stuff and some really interesting stories that were told by some of the Helium 10 Elite members, as well as some really good tips and strategies that you might be able to use in your business. And donāt forget, on November 3rd, mark your calendars, we have a free webinar coming up for Helium 10 Elite. Iāll be sharing a whole bunch of hacks and tips and strategies with you. Carrie and I will be on that webinar. Itās open to everybody. So mark your calendars for November 3rd. More announcements will be coming soon by email, and youāll see some posts in the Facebook group on how to sign up on that. So enjoy this episode.
Kevin King:
Look who just walked by here at Sell and Scale at the Helium 10 Elite. Ted and Loretta, how are you guys doing?
Ted:
Weāre doing great, Kevin. Good to see you. Itās been a long while.
Kevin King:
It has been a while.
Loretta:
Itās always great to see you.
Kevin King:
So you guys, whatās your story? Youāve been selling for? Weāve for a day or two,
Ted:
Weāve been selling since 2015. We did really well, basically, we create a win brand with 84 ASINs and got it to Multimillion and then we exited out last year.
Kevin King:
So what the hell are you doing here?
Loretta:
We were invited by you.
Ted:
There you go. Well, hey, what happened actually was that I ended up being a co-founder a company actually bought this.
Kevin King:
Okay.
Ted:
So itās cool cuz weāre still working on our brand and weāre working on it like all the other brands too. You know, optimizing, doing what everything aggregator does.
Kevin King:
So you were part of starting an aggregator basically?
Ted:
Yeah. Basically, our brand is the lead brand of all the other brands.
Kevin King:
Okay.
Ted:
So itās kind of like, bring you in, and do you wanna be a co-founder?
Kevin King:
So how does that work? Some people were gonna start an aggregator and they came to you or you knew some people that had a bunch of money and they said, Hey this Amazon, letās get together. Or how did that, how did that work? It kind of
Loretta:
A little of both.
Ted:
Yeah, it was kind of like a buddy of mine said he came across another person who he doing, he said, Hey, they wanna start an aggregated business. Are you interested? I said, in what way? I mean helping us out and maybe weāll take a look at your brand. And one thing led to another and we exited. It all worked out.
Kevin King:
Happy multiple? Because a multiple sorts of kind of crazy. Because you were one of the owners, youāre like, No, weāre not gonna pay this crazy multiple. How do you balance that?
Ted:
That was so weird both ways. And at some point you just had to say, this is for us, for Loretta and me and thatās forā, Emergent is the name of the company. And itās like now, we have to figure out whatās gonna work well for both sides. And it was kind of a hard road because he sit there and go. Wait, we wanna do a good multiple, but itās gonna hurt us in this fashion for this company. But we still ended up doing well. I mean the multiple was good.
Kevin King:
And what was your gross sales volume at the peak?
Ted:
At the peak approaching 8 million.
Kevin King:
8 million a year. And about how many SKUs was that?
Ted:
84.
Kevin King:
Did you say 84?
Ted:
84 ASINs and it was five products.
Kevin King:
So five products with a lot of variations.
Loretta:
Yes.
Ted:
A lot of variations. Color, size.
Kevin King:
In what space?
Ted:
In health and personal care.
Kevin King:
So how many companies have this Emergent? You said the name Emergent. How many have they aggregated so far?
Ted:
Where are the young guys on the block? So for five companies.
Kevin King:
Whatās the goal? Is it to keep going or is it just Actually
Ted:
The goal is to keep it going and see if we get to a point where at some point we can possibly offload it as any aggregation. Yeah. Iām not wherever the liquidity of the eventās gonna be. But right now itās all about optimizing growing.
Kevin King:
So there are so many aggregators that have entered the space. What are you doing to differentiate that? Are you focusing on a very specific niche or are you focusing on stuff that you can buy and then add brand new products to that that you can launch new products of your own creation through it.
Ted:
Launch within the same brand type of niche. Be it socks, compression socks thatās what we were selling actually at the time. There are a lot of avenues that we can go and branch off to. So things that can actually grow the project line. Thatās just one area. There are other brands that we have that weāve already added color variations to multiple sets. Just a lot of things that can expand the product line. Weāre also looking at just the traditional optimization which would be like listing. Everything that weāre looking at when it comes to products. Like what can we do to move the needle, where the biggest thing is weāre finding a lot of people really donāt spend a lot of time in the ads, PPC. They just deal with what theyāre doing. And weāve got a pretty good crew that actually dives in deep and we do things that really make a difference that moves the needle.
Kevin King:
So did you bring your crew into the aggregator?
Loretta:
Thatās what youāre looking at.
Kevin King:
I mean, did yāall have some other people working with you as well, right?
Ted:
So yeah, we did. Yeah, we did. So we brought inā, weāve also got some other people from other brands that we brought in that are again really good in some avenues that can really move the needle again.
Kevin King:
So, I mean, you guys are old school with, like, you go back to the Illuminati days before it was called Helium 10 Elite. It was called Illuminati. The original when we launched it?
Loretta:
We were originals. They used to do a beta test with us.
Kevin King:
What do you mean by beta test?
Loretta:
When he was developing.
Kevin King:
The helium 10ā
Ted:
The Helium 10 tools. Yeah. I still remember we were having a happy hour, and Manny leans over to me and goes, Hey, thinking of building some tools. I go, What do you mean by tools? He goes, you know, tools that I use that I think are gonna be good for some other people in the Amazon space. And I kinda went, Great. That was an extended conversation cuz I like, look, whatever it is now, things
Loretta:
Not being biased and you hey, test this. Look at that.
Kevin King:
And so you are one of those guys like me that was up at two in oāclock in the morning testing the Index Checker or something like that to see ifā
Ted:
I was amazed when theyāre be on Skype. Cuz we actually Skype Iād go, Hey man, you blah. And itās like, Iād get an answer and itād be like 1:00 AM or something.
Loretta:
He literally lived 15 minutes from us too. So
Ted:
The good old days, I still remember we were sitting there.
Loretta:
Well you know, we knew Manny from the app days.
Kevin King:
Yeah, I knew something about that. Heās gonna be here.
Ted:
Yeah, I know. You see him and GE coming. And we also were senior one of those happy hours and go AM/PM and we came up with what it really meant. Amazon Money Printing Machine.
Ted:
That was after a couple of beers.
Kevin King:
Amazon Money Printing Machine.
Ted:
I wonder if Manny will remember that, but I really remember it.
Kevin King:
Thatās something. Heās clever with all the words and the naming things
Ted:
You keep up with it. Thatās what AM/PM really means.
Loretta:
Weāve really enjoyed working with Manny all these years. And so when he started the Bulls and Apes, weāre right there with him.
Kevin King:
Are you in the Bulls and Apes?
Ted:
That whole NFT space is amazing. Iāve been listening to what youāre planning on doing, Isabella. I think NFTs are gonna be huge. I think you all put the two together, how youāre missing the boat.
Kevin King:
Iām talking about it Wednesday here. Thatās my entire presentation. I think itās gonna open some eyes. Itās gonna scare some people and some people. But the way Iām explaining it, I did a test run of it at the Billion Dollar Seller Summit and I got feedback. What did you not understand? What do I need? And so Iāve modified it and I think itās pretty good. Itās not for everybody. I mean, the brand new seller who has a couple of grand, I donāt know if they could pull this off, but if youāre an experienced seller and youāre not at least looking at this and considering it, youāre making a huge mistake.
Ted:
I think anyone that doesnāt understand the NFT space in about five years from now is gonna be missing the Bull period.
Kevin King:
You know, Bulls and Apes. The Apes are coming in November. Well, actually the Apes are coming.
Ted:
Is that common knowledge?
Kevin King:
No, thatās Alpha knowledge. Manny said I could share that here. So November coming in November and heās got some other huge announcements thatās gonna be game-changing that itās driving him crazy to not be able to tell people this right now. But heās got some stuff that, that project is solid.
Ted:
But anyway, as I say, itās gonna be fascinating. Itās good to see and itās nice that weāre in the beginning of all this. It really is. Cause itās kind of like, itās like words of people are gonna make a difference. Iām hoping down the road for other people to see how they can be successful with NFTs and Amazon, whether with nice marriage between the two. Building community building and not just Amazon, but any e-commerce space. Any product that you might be selling.
Kevin King:
Well, Ted and Loretta, I really appreciate you stopping by.
Loretta:
You better write us an excuse.
Kevin King:
Iāll get you a teacherās excuse. Hey, I really appreciate you stopping by and taking your time. Always great to talk to you guys and see you guys.
Ted:
Itās always great to see you.
Loretta:
Weāll see you too.
Kevin King:
Alright.
Ted:
Thanks, Kevin.
Kevin King:
Alright. Look who I have now. I have Tesia Blackburn with me. Sheās a Helium 10 Elite member here. Just on a little break at the conference with a Helium 10 Elite, a special event thatās going on right before the conference gets rolling. How are you doing Teisa?
Teisa:
Iām doing great. Itās great to be here. Itās great to see you.
Kevin King:
Itās great to see you in person. You know, I usually see you like on a little zoom call, like a little window sometimes with a little icon on there. Itās nice to meet you in person. Yeah,
Teisa:
Itās great to be
Kevin King:
Here. So how did you get involved with a Helium 10 Elite or Helium 10 at all?
Teisa:
Well, the pandemic and I had to pivot and I went from a very thriving art workshop, art teaching. Iāve been a visual artist for 40 years and going out in person to teach classes and workshops and stuff, and boom, it went away. And so I had to pivot. And so Iāve done some online teaching and I started thinking, what can I do? And thatās gonna be, you know, something where Iām not schlepping a lot of art supplies and things around and what can I do? And maybe I should just start my fourth career at close to 70 now.
Kevin King:
Wow.
Teisa:
Yeah.
Kevin King:
Youāre close to 70, I would say youāre close to like 40 or something. Not close to 70.
Teisa:
You just stick around.
Kevin King:
I would not be guessing. Youāre close to seven
Teisa:
Oh yeah. Iāll be 70 in two years.
Kevin King:
Oh wow. Well, congratulations. So 2020, you said the pandemic. Youāre like, what the heck am I gonna do? How did you hear about this even that you could sell that? Did you kinda know about it before? And youāre kind of on a back burner and youāre like, maybe I should take this more seriously? Or how did that come about?
Teisa:
Well, I had tried having a handmade store on Amazon and selling my fine art paintings, one offs. That was a miserable failure. That was just, thatās not gonna happen. And so then I started thinking, what about reproductions? You know, how can I do that? So I dabbled in that a little bit on my handmade storefront. And then Iā
Kevin King:
Were you doing Etsy also or?
Teisa:
Just doing I was doing Amazon. And so then I started thinking, you know what? Wait a minute. Thereās something else I need to do here. So I just jumped in and I got a trademark, I got Brand Registry. I started looking into all of that. And then where was I? I think it was a podcast and one of the Amazon influencers. I was doing some live streaming on Amazon. Iām just like putting these bits of income together doing Amazon Live streaming and one of the webinarsā
Kevin King:
So you were, you were selling on Amazon as a live streamer? Teaching peopleās products?
Teisa:
Yeah. Other products. Exactly.
Kevin King:
Okay.
Teisa:
And Iām just putting these little bits of income together and one of the webinars, the guy said, Yeah, he goes, You know, Iām getting a brand registry and the tool that Iām using is Helium 10. And it is amazing. And I immediately, after the webinar went over Helium 10, you know, Iām like, boom, there it is. Joined right away. And I never looked back.
Kevin King:
So did you go through the Freedom Ticket?
Teisa:
You bet I did.
Kevin King:
And Helium 10 Elite now?
Teisa:
Well, absolutely. Yeah.
Kevin King:
What, what are, whatās, what are you getting the most out of the way those are set up? What, whatās the value there for you?
Teisa:
Oh my gosh. Itās like a masterās degree in selling an Amazon. Itās like if you get in there and do the Freedom Ticket, first of all, that is set up to make you successful. You get in there, you follow the videos, and follow all of the information that you guys put together and which is deep and itās real. And if you do that, youāre gonna be successful.
Kevin King:
And the Freedom Tickets are included in Helium 10. So itās not like some courses that you have to buy if you just have the basic software, itās included. But some people say, Hey, Freedom Ticket, itās too detailed. Or they say all I want is the checklist. I need to do these 10 things and I can make money. And thatās not what Freedom Ticket is. Itās to actually educate you with the mindset and then you gotta go off and do it. Itās not a check-the-boxes course, which most of those, there are those out there on YouTube videos and stuff, but those donāt work for the most part.
Teisa:
Exactly. And thatās the thing about Freedom Ticket that I think is for me, I think I spent the better part of 12 weeks going through that before I launched my product. And the thing about it, is there are no shortcuts. Youāre not gonna be successful if youāre trying to shortcut it. Youāve gotta understand PPC, youāve gotta understand launching, you gotta understand Maldives Honeymoon. Youāve gotta understand all of that. At least have that information. And before you get started, get rolling. You guys saved me. Iām sure youāve saved me money, but youāve saved me so much time because otherwise, I would have to go to 15-20 different places to try to patch all this together that you guys put in one place. I mean, itās amazing.
Kevin King:
So is this your first event to go to Amazon or e-commerce oriented conference to go to? Or have you been to any others before?
Teisa:
Yeah, no, this is my first big conference, but Iāve been to the Elite workshops.
Kevin King:
The ones in Irvine that they do?
Teisa:
The oneās in Irvine. Yeah. Cuz I live over in Orange County, so Iām just down the road. I told Bradley, I said, Look out because I might be parked on your front steps,
Kevin King:
So what are you hoping to get? I mean, right now, this is like the advance to the conference. This is like a special Helium 10 Elite thing that Helium 10 does every quarter. As you said, youāve been to the ones in Irvine, they do āem at their office offices in Irvine. Once every three months. Or sometimes they go on the road and like theyāre doing this one in Vegas. So this is like the precursor, but then the next three days there are like 50-some-odd speakers gonna speaking. How do you choose, Like, you look in the little app and itās like, okay, this and this and this, and some of āem cross over at the same time. So what process are you doing? Whatās your strategy of who youāre gonna listen to and what youāre gonna go to?
Teisa:
Well, you know, Iām not sourcing any products from China, and Iām not looking at product logistics or shipping or any of that stuff. I manufacture my own product. So all of those workshops, Iām sure theyāre wonderful, donāt apply to me. So Iām looking at PPC and Iām looking at launching and Iām looking at the brand. And so I took that kind of as my you know, the basis for what I wanted to do. And then also the speakers, because Iām looking at Walmart, going into Walmart eventually. So I looked at that as well.
Kevin King:
And this is one of the only conferences Iāve been doing since going these conferences in 2015. And I spoke at, in 2018, I think I spoke at 35 of them in 2018. So Iāve done a few of these, but this is one of the very first ones where actually Walmart and Amazon and Alibaba, actually the real people, not just some flunky that they sent out. Right. But they actual, real people are actually here where you can sit down and ask questions directly with them and Helium 10 was able to pull that. Even Prosper or some of the other big shows donāt do that.
Teisa:
That is huge.
Kevin King:
Thatās really big. Plus some of the speakers they bring in here, Gary Vaynerchuk, I mean, heās not a Amazon seller, he encourages people and sometimes to go sell on Amazon, but heās more of an entrepreneur mindset. A little raunchy sometimes, which turns some people off. Other people love it, but heās straight to the point. And Neil Patel, and so theyāre pulling out all the stops.
Teisa:
Thatās right.
Kevin King:
Those of you that are listening to this that wasnāt at the event missed a really good one.
Teisa:
Oh, you guys are missing out. If youāre not here, youāre missing out for sure. Yeah. And I have I think three one-to-ones with Walmart people.
Kevin King:
Awesome.
Teisa:
And Iāve got I think two with Amazon people.
Kevin King:
So howās it going right now? You said youāve launched and youāre in the arts and craft space.
Teisa:
In the wall art space posters.
Kevin King:
How is that going for you so far?
Teisa:
Well, Iāve had a few sales. Itās been less than a month since I launched. So Iāve had a handful of sales, Iāve gotten good reviews and my PPC had spentā, I was just telling somebody in the room there, I said, Iām trying really hard to follow Kevin and Bradleyās suggestion, leave the PPC alone for a month. But I get up every morning and look at it.
Kevin King:
And itās bleeding?
Teisa:
And I try not to touch it, but Iām on page one. My brand ad is on page one every day.
Kevin King:
Are you doing product targeting? Because if youāre in the art niche, itās a poster and itās, Iām sure itās some sort of theme. Thatās a specific theme. Are you targeting with your PPC other complimentary products? Yes. Not just the keywords, but they actually did show up on their page?
Teisa:
Iām actually targeting, Iām coming after a brand. Iām going after a brand. So Iām actually targeting somebody. Iām, you know, because thereās somebody thatās selling posters, and I even ordered from my competitor, I ordered one and I was really, really disappointed. And I thought to myself, you know what? Iāve got a better mouse trap. So Iāve targeted theirā
Kevin King:
So you can have a better mouse trap on Amazon or e-commerce, but if people donāt believe that or you canāt convey that right. Through a listing, through a non-animated thing where they canāt touch it, feel it, hold it, and know that they just have to trust it. What are you doing to actually say, Look, I have a better mouse trap, go with mine. They may have a hundred reviews. I may only have six cuz I just started. But what are you doing?
Teisa:
Well, Iāve got a video on my A+ Content and Iāve got the video on all of my product listings. And I made a really cute stop-motion video that shows all of the things that go into the package. I put in an extra postcard, I put in hangers, my print goes out in a cellophane cover all of this stuff that the other folks are not doing.
Kevin King:
You show this in the video so people can seeā
Teisa:
I show it in this cute little stop-motion video. Yeah.
Kevin King:
Awesome. Cool
Teisa:
So they see all of those details that go in there.
Kevin King:
Have you gone out to any, like, art groups or anything to try to get them, just to get the sales going to kind of just get a few people?
Teisa:
Actually, I havenāt. I did my own mailing to my own mailing list.
Kevin King:
How big is your own mailing list?
Teisa:
Itās aboutā, my core mailing list is about 2000.
Kevin King:
Thatās good. Thatās 2000 more than most people have.
Teisa:
Well, my open rate is 60%, Kevin.
Kevin King:
Thatās really, really good. Yeah.
Teisa:
The rate is crazy. Good.
Kevin King:
So how did that, when you went out to them and said, Hey, Iāve got my Artās now on Amazon, did you ask them to go buy it or did you?
Teisa:
I told them, I said, Look, have you guys wanna buy one, Go for it. Iād love for you to get one. And Iām not asking for anything else. You know, I didnāt ask him to leave reviews or anything like that and I got sales.
Kevin King:
Yeah. Yeah. Did you have to, have you tried any kind of incentives on that? Where like, if you tell them, Hey, if you buy one of these Iāll send you a bonus one. If you buy one on Amazon and email me your order confirmation, I will send you a second print. Youāll have to do this yourself or second print thatās hand signed. And that way a lot of them, itās like a free gift. Yeah. And then a lot of them will go and buy and itās gonna help you rank even better.
Teisa:
Thatās a great idea. See Kevin, every time you the golden nuggets just fall out your mouth. You should be like the manā. You know the man with the golden gun, youāre the man with the golden mouth.
Kevin King:
Yeah. Someone told me once you should just put a machine and then drop a quarter and get something out. But then sometimes I have gotta be careful too much can get me in trouble. Sometimes I say something I shouldnāt say or Iām a little too honest about something. And it rubs people the wrong way. But I appreciate that. I appreciate that.
Teisa:
I totally appreciate all your hard work and all of this stuff with Helium 10 and FBA. Oh, man. I feel like Iāve got a masterās degree in Amazon selling, and Iām just getting started. But I have a really good feeling about it.
Kevin King:
Thatās very sweet. Thank you for that. You bet. I know theyāve started back up again and then Iām gonna let you go in there so you donāt miss anything. I appreciate you stopping by.
Teisa:
Thank you, Kevin.
Kevin King:
Thank you.
Teisa:
Iāll see you later.
Kevin King:
Alright. Take care. Awesome. So look who it is with me right now. Iāve gotten Mark Casey. Mark, how are you doing man?
Mark:
Iām doing well. Itās very nice to see you after so long.
Kevin King:
I know. When was the last time we saw each other was like in New York as ASGTG.
Mark:
Thatās like one meeting each other once a year too.
Kevin King:
Thatās an amazing event. I think the next oneās in January, I believe.
Mark:
Yeah, weāre doing it twice a year now, I think.
Kevin King:
Oh, so you doing it twice a year now?
Mark:
Yeah, I think so.
Kevin King:
Yeah, itās in Brooklyn and thatās a really, really cool event. Itās got probably the best buffet.
Mark:
Hands down you
Kevin King:
Any event you can go to. Like, if you like to eat, just go for that alone. Itās like a one-day event. So what have you been up to lately, man? Whatās going on in Mark Caseyās world?
Mark:
So much, and ever since we even met a lot has changed. I mean, we focused more now on like listing optimization and more ranking. And as ranking gets much harder and things are not allowed, we try to like breakthrough and like figure out what works and what doesnāt work. So thatās been fun in itself, but thatās mainly what weāve been up to now.
Kevin King:
Did you start out as a seller?
Mark:
I actually didnāt. So my backgroundās in marketing and branding. Iāve been doing that for close to 10 years. And I was working under a very large seller and doing just their marketing and branding, they were doing close to a hundred million in Amazon. So they were asking, oh, I mean now, But they asked me like, Hey, you wanna do the Amazon? And back then it was really a joke and I was laughing at and they said no, and I finally got on and then thatās kind of how I picked up here and there, all the Amazon. The knowledge I would say.
Kevin King:
So you run an agency right now? What is exactly, whatās the name of it?
Mark:
House of AMZ. I always tell our website, our domain is amazonseo.com. People get a real big kick out of it.
Kevin King:
Amazon lets you get away with that?
Mark:
I donāt know, but itās, thatās how I say House of AMZ. But yeah, like we mainly, so thatās kind of where our agency came to life was because like I know marketing and branding and I know Amazon. So when we make listings, we kind of combine both of them together.
Kevin King:
So youāre actually doing listing optimization? Yeah. And the launching process. Exactly.
Mark:
So I say itās created, optimize, and launch. Those are the three kinds of steps that we do. So we create listings and like do all the infographics, lifestyle images, and A+ Content or if youāre listings already there, we optimize them and then we help you launch. So anywhere from like keyword ranking, outside traffic, and like really to just like pushing your list.
Kevin King:
So whatās the key to actually making a good listing? Whatās the mistake that when you, when you take over someoneās listing, youāre like, gosh dang it, here we go again. They did the same stupid mistake. So what is it?
Mark:
There are a couple of things I would say. One that I said and I did a thing with Bradley and I told them this and everyone was literally going crazy about it, but they tried it out and like, Oh my god, this works. But as I always say take away your brand name from your title or at least put it in the end. And everyoneās like, No, you need it whatever. I said, No, try this. And if it doesnāt work, you always put it back. The first four or five keywords are very important for two reasons. One is in Amazonās algorithm and the two are for the shopper. When theyāre searching, they donāt wanna see your brand name come up first. So if you take out your brand name and use the first four or five keywords as your main keywords, your listingās gonna pick up just from that alone.
Kevin King:
Now sometimes Amazon forces your hand though and they force you to put your brand name at the beginning. And whatās the workaround for when they force you?
Mark:
Honestly, Iāve seen people do it, or at least put it in the end and they got away with it and it works fine, but if theyāre gonna force you, itās not worth getting in trouble for it. But a lot of people do it and it works really great.
Kevin King:
I mean, cuz your brand name is still searchable. Cuz if you put your brand name in the brand name field. Youāre still gonna come up. So I agree with you, itās a waste of valuable real estate. So how do I do that on Amazon and e-commerce and Iām competing against it, Iām launching my new product on Amazon and creating a listing and Iām going up against some guy thatās got a thousand reviews. Another guyās got 2,500, another guyās got 500. And how do I position myself to actually get over that hump? Cuz nobody has had that experience yet. Nobody has done that. What do I do? Cuz you said you help with the listing and do the launch. Itās like working together? How do I get over that hump?
Mark:
Okay, well, first of all, you need to make sure youāre listing it looks very professional and good. And a lot of people say, Oh Iām gonna use fiber for a design, and that, thatās great. If you wanna go to Fiverr, you could go to Fiverr. But itās not just a listing and just the design. Thereās a lot of marketing and a lot of points that you have to think of that when someoneās going on your listing and how youāre gonna sell it to them. No oneās reading your bullet points, or your description anymore. You know, itās a whole long paragraph. People are visual. You have to sell them within the first five to 10 seconds when theyāre on your listing. Your graphics need to be A++ they need to be the best quality for someone to understand and see that, you know, if you invested money in your, in your graphics and it looks professional like itās a corporate product, someone will buy it because it looks good and it looks professional as opposed to a white background image with like words like on Microsoft Paint, You know,
Kevin King:
Does that mean I spend a lot on my photography and my imagery?
Mark:
I mean, look, I know people who spend five to $10,000 on it. You donāt have to, but if you gimme a budget and said, what would you spend it on? One of the main things would be even just the graphics and the photography. Think of it like this. Take a step back even before any infographics, if your main image is not good, youāre not even getting the click. So donāt even spend the dollar on ABC. Donāt even spend, thereās no point in doing that. Your main image, your hero image needs to be A++ like tops, I met a, I met a seller who sent, he spent $10,000 and three or four months in just perfecting his main image and once he aced it, he got the best seller. And youāre just selling organically.
Kevin King:
So how do you perfect the main image? What do you do? Because Iām sitting here, I come to you with my product, Hey, Iāve got this great idea. This is my product. I wanna put it this way with this angle and this and that, and itās gonna look amazing and what do you say to me?
Mark:
Oh, you have to stand out. You know me, Iām always standing out with, always, and I do things, but thatās really what it is. When Iām searching, there are 50 other search results plus the ads and everything. Like if someoneās ADHD, theyāre never gonna even get to your product. No oneās gonna see anything. You need to be the one that stands out on the whole entire search results that catch your eye. Boom. Iām gonna click on it. Even just that click alone and Amazonās eyes is worth so much because theyāre already relating the keyword to your product.
Kevin King:
So what do I do to know this guy that perfected his image? What did he do to perfect it? Was he constantly testing? Was it with Amazon? Was he doing a PickFu thing? What was he doing to?
Mark:
There were a couple of things he was doing, but it got to a point where he shadow and highlight an angle that he was able to perfect. So whenever he puts one shadow, in the bottle, it was like a serum bottle so it looked longer, but once he moved it, it looked a little bit wider. So he wanted to get the most realistic while the bottle looks, you know, proportionate normal. So until he was able to fix every single highlight and also the label, if you can make the label much lighter and brighter or you can make it darker and how it really looks? So he did renderings and then he went to photography, then he combined the both. So thereās so much that you can do in just on the main image alone.
Kevin King:
Okay. So Iāve done that with my main image and Iāve got a killer main image that Iāve tested and Iāve done all the, everything you just said, I know this is gonna work. So then how do I get people to myā, how do I launch my product? How do I, Iāve got the right image that people are gonna click on. How do I close that? How do I get people there? And then how do I close the sale in todayās world where youāre not supposed to do a search, find, buy, or any of the old ways, how do I get to that point?
Mark:
So honestly itās getting much, much harder. But what I found, and I said this like a year ago and it works and still works, is outside traffic. Nothing can compare to that outside traffic. Amazon loves it. When I say outside traffic, I donāt mean ManyChat Bots or Facebook ads, I mean like Google ads and like real outside traffic where people are coming organically and going to your product. Iāve literally seen things that were not even ranked or it was on the seventh page get ranked only to the first page without any PPC, without any search, find, buys. But just by doing outside traffic alone.
Kevin King:
What about if you have your own list of current customers?
Mark:
Thatās 110 times better, obviously. Yeah. Building your audience is the best you can get. You launch a product, all you need to do is just send an email out to everybody and theyāre already loyal, you donāt even need to do a free giveaway, you could say a 10% off coupon and youāre already still making a profit.
Kevin King:
I mean thatās one of the things I have, one of my businesses is seasonal. Iāve talked about it in the past itās calendars. People buy calendars pretty much from about October to January. And theyāre like selling milk because theyāre dated. If Iām selling a 2023 calendar come January, the value goes in half. You go to the stores and the malls, you know, everythingās 50% off or 75% off. And by February or March, pretty much, even though thereās still 75% of the year left, nobody wants to buy a calendar at full price. So when I launch these calendars, theyāre in a category where I cannot do PPC. Itās not allowed in that category. And so I canāt launch with PPC. So yeah. So this product that I have is in a category that weāre not allowed to do PPC. So what do I do to launch this product is I actually go out to my current list of buyers and I say, Hey, this product is available on Amazon.
Kevin King:
The day it comes into stock, actually, before the day, I ship in. So this just happened last two weeks ago. I shipped in my stock to Amazon the next day while it was in transit, I actually message my list and the listing is up and itāll say coming soon on this date. I message the list and then it gets in. Iām shipping from Austin to Dallas. So itās there in a day, usually checked in within 48 hours or the process starts within 48 hours. It takes a while for it to spread out. Message my list until Iām gonna go, itās available. Itās a simple text message. Nothing fancy, a simple little text message says this product is available on Amazon, go buy. I also sell it on my own web store, a direct one. And I do my own fulfillment on it, but I tell my customers to go buy it there and a percentage of them do.
Kevin King:
And so in the first four days, we did about $8,000, just from my current list. But what this does is these guys also buy a lot of other calendars, you know, automotive calendars, they buy, you know, other types of calendars out there, as gifts or for themselves, for their garage or whatever. And because Iām the beginning of the season, so October, remember I said October is the big season. Weāre recording this in September and this happened in September. Well before things start selling really crazy. Iām ranked one of those calendars that already number 43 in the calendar category and there are a hundred thousand products or something in calendars. Itās like number 43 already. And Iāll be able to ride that wave now all the way to the busy season and weāll be doing five, $10,000 a day on that one title and we have four of āem come November, December timeframe. And I never will do any PPC. Iāll never do anything else. Iāll never send another email to the list. But that plants the seed before the season starts. And I just ride the wave and then I get in all the frequently bought togethers and the customers review this view that. And so thatāsā
Mark:
Right on. Thatās the best.
Kevin King:
Thatās one of the best. Yeah, for sure. And this is a product that sells for $19.95 and my landed cost is a dollar 52 Amazon fulfillment costs on it are $6 and 16 cents, I think with their commission and the fulfillment. Yeah, yeah. So you can see itās, whatās that 13 bucks pure profit on every single one? Itās totally on autopilot. And these things hardly take up any space. Theyāre calendars, itās paper, itās played also. Itās, yeah, itās 13 ounces, not even a pound. And it doesnāt take, you know, the boxes are 13x13x9, 13 inches x 13 inches x 9. And I, I always tell, you know, when the guys are offloading that from the shipment. Iām like, everyone is careful, every one of those boxes, a thousand dollars bill. And theyāre like, holy a lot of thousand dollar bills. So, if you donāt have that list, what do you do?
Mark:
So thatās what I was saying before is like, so the outside traffic is really important just by even getting clicks and without even a conversion. So this is another thing I said, which is very controversial. Everyoneās like, Oh, Iām gonna get, Iām gonna get a whole bunch of clicks, but theyāre not gonna convert and my listingās gonna go bad. I said thatās false. If anything Amazon likes that they look at it as an estimated sale. So letās say I would go on your product and Iāll click on it and what happens 24 hours later, is Iām on another website, and Iām getting retargeted with an ad. So thatās what Amazon looks at as an estimated sale. They donāt look at it as if it lost out. So just by getting that, you get relevancy and you get more ranking just for that keyword alone and just for your listing overall.
Kevin King:
So what do you think the futureās gonna be? How hard is it gonna be to launch products? Are people that have a $2,500 budget to get into the Amazon business, is it gonna be possible for them to do that? I mean, are the old methods, the old YouTube videos, the old all, You can start this with nothing. How do you think this is going? Do you think you could have to have real money and real serious money and serious know-how to actually practice? Or is there still an opportunity on the low end of, you know, lefthanded bats forā
Mark:
Very niche hunt?
Kevin King:
High-challenged people or something? Is there gonna be something like very very niche down?
Mark:
People always ask me this question and I like to say is, if you have a strategy, thereās always a possibility. If youāre gonna go in and guess things, and maybe itās gonna work, maybe not. Your $2,500 budget is gonna be done in a day. So if you come in with a strategy, you know exactly where youāre doing, then you should be good to go.
Kevin King:
Alright man, I really appreciate you stopping by. Weāre gonna have to do this in a longer podcast cause we can sit here and geek out about this. Thatās a nice cigar and whiskey and like do a much longer podcast there in the future on this. But hey, thanks for stopping by here at the Helium 10 Elite event.
Mark:
For sure. Thank you.
Kevin King:
Look who it is, Carrie Miller, stopping by the table. How are you doing Carrie?
Carrie:
Iām doing great. How are you doing Kevin?
Kevin King:
Iām awesome. So for those of you that donāt know, Carrie Miller is one of the employees or one of the top employees. One of the faces actually of Helium 10, her specialty is she wears about 20 different hats. But one of them is handling the Walmart stuff. She does some stuff with Helium 10 Elite. She does some stuff with some of the webinars, just a whole bunch. What do you do? What do you do for Helium 10?
Carrie:
Those are some of the things. Yeah, I help give ideas for products. I mean, thereās all kinds of, weāre in, Iām busy all day every day, so every aspect I have a little bit of influence in. So thatās pretty cool.
Kevin King:
So you actually have been doing this for a day or two maybe before Helium 10. You were involved in this industry as well, right?
Carrie:
Yeah, yeah. Iāve been selling since 2016. So kind of by accident, just my dad took over a company and I was like, well, I could probably figure out how to sell on Amazon. And thatās really how I started learning. Just learned of YouTube and went from there.
Kevin King:
Really? You didnāt learn off a Helium 10 or some other competing tool thatās out there?
Carrie:
Do you mean how to sell on Amazon? I learned on YouTube. Yeah.
Kevin King:
So what was your background? So before you joined your dadās business what were you doing?
Carrie:
So I was a teacher for five years. I taught Spanish. And then after that, I was working as a trainer for a skincare company. So I basically was in sales and I trained other people how to sell skincare at high-end resorts like Ritz Carltonās, Fairmont, and all those high-end spas. I would go and train those estheticians on how to sell the products and how to utilize them. And I also sold directly to customers. So I was a top salesperson at that company for a few years and so I always had the sales in me. Iām kind of motivated by that kind of competitive aspect of it. So I did that. And then I took a job at Clear Channel selling billboards. That was kind of rough cuz they really limited me.
Carrie:
Cause they were only a hundred billboards in San Diego where I live. And they were all taken by Coca-Cola most months. So I just didnāt see a future. And then I worked a very short amount at like a student loan forgiveness thing and it was really, really miserable. So I just cold turkey quit it and I was like, really just dog sitting. And thatās when I was like, I have spare time. I can learn how to do this. So I just started learning with YouTube. I mean, I sat in this kind of theater room in this mansion I was dog-sitting at for a month and I watched YouTube videos over and over and over again and just took notes and just started optimizing our listings. Transferred everything over from Vendor Central, and started learning how to optimize. And then I was a freelancer for a few years just working for different companies and individual sellers through FreeUp. So I did optimization and stuff like that. So yeah, Iāve had an interesting <laugh> journey I guess you could say. So
Kevin King:
When did you actually join Helium 10?
Carrie:
I joined about a little over a year and a half ago.
Kevin King:
So itās during the pandemic?
Carrie:
Yeah, I guess so, Yeah. Yeah.
Kevin King:
So in 2020, at some point in 2020 you came on and whatās your main role there? I mean you seem to be fronting a lot of the Walmart initiative, is that correct?
Carrie:
Yeah, so Iām the Walmart Brand Evangelist, but because I also have a background selling on Amazon, I also created a Shopify site as well. I kind of have a lot of different abilities that can be utilized for Helium 10. So wherever is needed, Iām always kind of creating content for Helium 10 in any way possible.
Kevin King:
So what do you think a lot of people think of Helium 10 is justā, itās an Amazon company, but itās becoming a lot more than just an Amazon software tool. Can you explain how itās kind of evolving and kind of whatās, whatās going on there?
Carrie:
Yeah, so we have we are expanding out to Walmart, which we have tools for Walmart specifically for keyword research, and we have Xray for Walmart to help you with sales and data analysis and Keyword Tracker and all that. We also are kind of a, a part of a bigger company called Assembly, in which is we have Helium 10 and we also have Pacvue, which is a sister company, and they do Walmart advertising, which Iāve been using their advertising platform. They do Amazon advertising. We have Refersion for influencer marketing. Pipe candy. So itās like an umbrella of a bunch of different companies that we all are kind of starting to work together to improve the strategies that Amazon sellers can implement for their Amazon, Walmart, Shopify, and all their e-commerce platforms.
Kevin King:
Now, how excited are you about being here at Sell and Scale? I mean, weāre, right now, today thereās a, thereās a Helium 10 Elite workshop going on which Iāve been talking to a bunch of different people here that, that have come in. But over the next few days, thereās gonna be, some pretty cool stuff happening. Thereās like a Nelly concert, Thereās like Gary Veeās coming to speak. Neil Patel. Iām speaking of course and youāre doing some stuff. What are you really stoked about? What are you really excited about over the next few days?
Carrie:
Well, Iām excited to do a Walmart presentation on the main stage. So I think Iām really excited about that. Iām sharing the stage with Michael Lebhar, who has a Walmart agency. Iām also really excited about Gary Vee to hear him and just also all the networking weāre gonna be doing to meet new people. Iām hosting some icebreaker sessions to get people acquainted at the beginning so that theyāre not just at the end meeting people. Iām like, Oh, bummer, well see you later. Itās, itās like from the beginning, weāre connecting everyone so that they can start just getting to know each other throughout the conference.
Kevin King:
Well, what about the people that are shy? The people that are like, I donāt wanna meet anybody. I just wanna go and learn, take some notes in the presentations and go back and make some money. Why is it important to actually come to a conference and actually meet people? Why is that important?
Carrie:
Just from making friends with other Amazon sellers, you can really collaborate and help each other out with different strategies or just, you know, Oh, hey, I know this service provider and youāre really just giving each other just anecdotal evidence of, you know, whether a provider works. Even though Iāve been referred toā, I actually met the person who does my ads at your event BDSS and itās just taken our account to the next level. I mean, I wouldnāt have met him if I was just sitting alone and not wanted to talk to anybody. I also, even just myself, Iāve met people already that I know can help and you know, just take me to the next level and everyoneās really kind ofā, not everyoneās willing to share, but usually if people, if you want help with a strategy or something, people are willing to help you solve a problem or collaborate. Itās really important to not just be an island, cuz it is really lonely when youāre working on your business by yourself and in your office. Sometimes, you know, you need somebody else to bounce an idea off of, or Hey, I know this person had this issue, I can ask them or call them up, or, Hey, they worked with this service provider, I can go ask them. So yeah.
Kevin King:
So if Iām out there and Iām choosing events to go to, because you and I were joking earlier, when we go to events, we always have to catch up when we get back. We gotta go through emails and catch up, catch up on everything. So it can add some extra work in some ways as well. So if Iām out there listening and Iām thinking about going to some events and I havenāt been to very many, how should I choose? I mean, you have a big event like Helium 10, and then you have an event like the Billion Dollar Seller Summit, which is a much smaller event. And then you have other events. There are ones in Florida, there are ones, and in the US there are quite a few different ones. There are some that are sponsored by Amazon, thereās some that are individual people. And then you have some like Augustus does a bunch around in Europe and stuff. How do I choose, like if I can only pick two or three events a year that I should go to? How should I choose where I should spend my time and money?
Carrie:
Usually, I like to look at the topics that are gonna be presented, the speakers and whoās gonna be there, and what kind of information theyāre going to be presenting. But I mean, I might be biased, but Helium 10 always is bringing top-notch information. So to help Level Up and Billion Dollar Seller Summit obviously is another one where youāre just gonna level up. So, I mean, if you want me to pick two exact ones, I could say the two that I would choose. But usually, I look at whoās gonna be speaking and what kind of things theyāre gonna offer. And Janelle Page actually said something at one of our Elite workshops last year that really stuck out to me. And thatās if sheās gonna go to an event that she has to implement at least one thing and you know, otherwise sheās not allowed to go to another event. And thatās really true cuz sometimes you go to events and youāre like, Oh, thatās great. And then you come back and youāre like, I donāt know, Iāll do it later or something. You donāt implement it it right away. So she kind of makes herself do that and Iāve done that too. Now, Iāve started to implement at least one thing from any event that Iām going to try to, take it to the next level.
Kevin King:
Thatās good, thatās good advice. And speaking of implementing or going to events, you know, Helium 10 Elite actually has weāre doing one right here out right next to us on this table, right inside this little room here. We got about 50 or 60 some-odd folks that have come in early, maybe itās a little more than that have come in early and theyāre doing like a four-hour intensive workshop, more advanced topics. Weāve got some cool speakers speaking, but we do that with, Helium 10 Elite every month where we do training online. We do round tables. You know, weāve just done one recently every month where I come on and we do all these like two hours, sometimes two and a half hours sessions, no agenda, no presentations, just talk and help people.
Kevin King:
Like people were talking at the last one we did about, Hey, I got a problem with a shipment, and Amazon and anybody here have any experience on how to help me solve this problem. Itās like, Oh yeah, you just email this address or just do this. So itās really, really cool stuff. And then we do in-person events and we have one coming up in November in Irvine at the Helium 10 headquarters. And you get to go to these for free if youāre in the Helium 10 Elite. Helium 10 Elite is only open at certain times. And besides all the training you get special software tools, and thereās a whole litany of things that are included. And you and I are actually hosting a webinar coming up on, I think itās November 3rd for Helium 10 Elite.
Kevin King:
And Iām gonna be sharing a ton of hacks on this. Some of the stuff that we only share with the Helium 10 Elite members, Iām gonna be sharing. Just boom, boom, boom, boom, boom. Cuz when I present, people always say, Hey Kevin, we, you know, we like some of your presentations, Theyāre good. But we really like it when you do like these ninja hacks. And yeah, I do those every single month on Helium 10 Elite at the end after we have, our normal speakers. And Iām gonna be bringing some of those to everybody out there for free on November 3rd. And you and I are doing that webinar and thereās gonna be information coming soon on how to actually sign up for that. So look for an email if youāre on the Helium 10 list or look in the Facebook group or you can go to helium10elite.com I believe as well. So Iām excited about that. I think weāve done one other webinar together, didnāt we?
Carrie:
Yeah, I think it was for Freedom Ticket.
Kevin King:
It was a Freedom Ticket one, right?
Carrie:
Freedom Ticket one. Yep. That was a good one too.
Kevin King:
This is gonna be fun. Iām really looking forward to that.
Carrie:
I wanna say something too about the Elite, like your hacks that you give, thatās, that gives it the value in itself because some of them, like, Iām not gonna name the hack that Iām talking about, but has saved me quite a bit of money. So it really pays for itself when you implement the hacks. Iāve seen other people post about things that youāve mentioned that have either boosted their sales or saved them money. So once you get to taking these training and listening to your hacks and actually implementing them, youāre gonna be gaining money in my opinion. So I think itās $399 a month, but youāre gonna just gain so much more than that. Usually, people are Diamond and go up to the Elite. Itās not that much more so to me itās totally worth it.
Kevin King:
Thatās true. Itās just a small jump up and this webinar is totally free so you donāt have to pay anything to come to the webinar. Weāre just gonna be sharing a whole bunch of cool stuff and you know, at the end thereāll be a little offer if you want to join us for Elite or maybe not. You just come and learn. So hope to see everybody there. Well, Carrie, I know you gotta get back in. You got a lot of stuff going on here with the event and you running around and so really thank you for stopping by the table and sharing with us.
Carrie:
Yeah, thanks so much for having me. Iām excited that Iām finally on the AM/PM Podcast.
Kevin King:
There you go. Weāll have to do it again another time in a longer session.
Carrie:
Yes, I would love that.
Kevin King:
Awesome. Weāll talk to you soon.
Carrie:
Thanks. Bye.
Kevin King:
Man, I really enjoy doing this type of episode because you get to bring in a lot of different people and you just get a lot of amazing stories on a lot of amazing strategies rather than just focusing on one person on one episode, which I like doing as well, cuz we can go really in depth. But when we do these, you just get some really cool stuff, and we did want the Billion Dollar Seller Summit and weāve done this one and part one, make sure you go back and listen to part one that came out last week if you missed it. Itās just a lot of fun. Next week weāve got another really great episode talking about money, raising money, how to get money for Amazon business, and how to scale your Amazon business. If youāre struggling, make sure you check out this episode.
Kevin King:
Or even if youāre not struggling, youāre just crushing it out there. Weāre gonna have some really good tips and strategies on cash flow on your Amazon business. Itās gonna be a really great episode, so donāt miss that one. Also make sure to November 3rd, Helium 10 Elite free webinar. Itās gonna be free for everybody gonna be sharing a lot of ninja hacks and strategies, so donāt miss that webinar. Mark your calendars for November 3rd. Details will be posted in the Facebook group and Iām sure youāll be getting an email announcing that soon as well. But before we go this week, I just wanna share you with a few words of advice, little nuggets that I like to end every episode with. Remember, āthe purpose of your business is to serve your life.ā āThe purpose of your business is to serve your life. Itās not for your life to be your business.ā And so much is entrepreneurs. Thatās what happens is your life becomes your business. Itās actually the other way around. āThe freedom to choose is the ultimate luxury there is.ā The purpose of your business is to serve your life.ā āItās not life to be your business.ā And then remember, āthe freedom to choose is the ultimate luxury.ā Take care and weāll see you next week for episode 311.
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