#310 – Seller Hacks From Helium 10 Elite Members At The Sell And Scale Summit – Part 2
In episode 310 of the AM/PM Podcast, Kevin and the Helium 10 Elite members discuss:
- 01:30 – Ted And Loretta Join The Conversation
- 02:00 – Their Story And How Did They Get Started
- 04:00 – Starting An Aggregator Company
- 06:10 – Orignal Members Of The Illuminati Mastermind And Beta Testers For Helium 10
- 07:00 – Ted & Loretta Story: Manny, What Does AM/PM Really Mean?
- 07:40 – NFTs And The Bulls And Apes Project By Manny Coats
- 10:00 – Tisa Blackburn Joins The Conversation
- 10:30 – Tisa’s Story And Pivoting Industries Because Of The Pandemic
- 13:30 – What Value Does She Get From Helium 10 Elite And Freedom Ticket
- 16:00 – How Does Tisa Prioritize Events To Attend To At S3
- 18:30 – Selling In The Art Niche On Amazon
- 20:30 – Kevin Shares His Valuable Tips For Tisa’s Business
- 23:00 – Mark Casey Joins The Conversation
- 23:30 – Mark’s Background And How He Got Started In E-commerce
- 25:00 – The Top Keys And Mistakes When Making An Amazon Listing
- 25:30 – How To Know When Your Brand Name Is A True Brand
- 26:30 – How To Architect A Very Competitive Listing
- 28:00 – Tips To Create The Perfect Hero Image
- 29:30 – The Best Assets And Tips For Amazon Launches From Mark And Kevin
- 33:00 – Plant The Seeds And Ride The Wave
- 34:00 – Outside Traffic Is Very Important
- 35:45 – Carrie Miller Joins The Conversation
- 36:25 – Carrie’s Backstory And How She Got Started In The Space
- 39:20 – Helium 10 Is Not Just A Software For Amazon
- 45:30 – Let’s Talk About Helium 10 Elite
- 46:00 – A Free Webinar By Kevin King And Carrie Miller For Non-Elite Members
- 49:40 – This Week’s Golden Nugget Tip
Transcript
Kevin King:
Welcome to episode 310 of the Am/Pm Podcast. This week we’re 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 didn’t listen to part one, be sure to go back and listen to last week’s episode as well. It’s 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 don’t forget, on November 3rd, mark your calendars, we have a free webinar coming up for Helium 10 Elite. I’ll be sharing a whole bunch of hacks and tips and strategies with you. Carrie and I will be on that webinar. It’s open to everybody. So mark your calendars for November 3rd. More announcements will be coming soon by email, and you’ll 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:
We’re doing great, Kevin. Good to see you. It’s been a long while.
Kevin King:
It has been a while.
Loretta:
It’s always great to see you.
Kevin King:
So you guys, what’s your story? You’ve been selling for? We’ve for a day or two,
Ted:
We’ve 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 it’s cool cuz we’re still working on our brand and we’re 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 it’s 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, let’s 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 we’ll 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, you’re like, No, we’re 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 that’s for–, Emergent is the name of the company. And it’s like now, we have to figure out what’s 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 it’s 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:
What’s 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. I’m not wherever the liquidity of the event’s gonna be. But right now it’s 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 that’s 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. That’s just one area. There are other brands that we have that we’ve already added color variations to multiple sets. Just a lot of things that can expand the product line. We’re also looking at just the traditional optimization which would be like listing. Everything that we’re looking at when it comes to products. Like what can we do to move the needle, where the biggest thing is we’re finding a lot of people really don’t spend a lot of time in the ads, PPC. They just deal with what they’re doing. And we’ve 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:
That’s what you’re looking at.
Kevin King:
I mean, did y’all have some other people working with you as well, right?
Ted:
So yeah, we did. Yeah, we did. So we brought in–, we’ve 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 10–
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 o’clock in the morning testing the Index Checker or something like that to see if–
Ted:
I was amazed when they’re be on Skype. Cuz we actually Skype I’d go, Hey man, you blah. And it’s like, I’d get an answer and it’d 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. He’s 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:
That’s something. He’s clever with all the words and the naming things
Ted:
You keep up with it. That’s what AM/PM really means.
Loretta:
We’ve really enjoyed working with Manny all these years. And so when he started the Bulls and Apes, we’re right there with him.
Kevin King:
Are you in the Bulls and Apes?
Ted:
That whole NFT space is amazing. I’ve been listening to what you’re planning on doing, Isabella. I think NFTs are gonna be huge. I think you all put the two together, how you’re missing the boat.
Kevin King:
I’m talking about it Wednesday here. That’s my entire presentation. I think it’s gonna open some eyes. It’s gonna scare some people and some people. But the way I’m 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 I’ve modified it and I think it’s pretty good. It’s not for everybody. I mean, the brand new seller who has a couple of grand, I don’t know if they could pull this off, but if you’re an experienced seller and you’re not at least looking at this and considering it, you’re making a huge mistake.
Ted:
I think anyone that doesn’t 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, that’s Alpha knowledge. Manny said I could share that here. So November coming in November and he’s got some other huge announcements that’s gonna be game-changing that it’s driving him crazy to not be able to tell people this right now. But he’s got some stuff that, that project is solid.
Ted:
But anyway, as I say, it’s gonna be fascinating. It’s good to see and it’s nice that we’re in the beginning of all this. It really is. Cause it’s kind of like, it’s like words of people are gonna make a difference. I’m 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:
I’ll get you a teacher’s excuse. Hey, I really appreciate you stopping by and taking your time. Always great to talk to you guys and see you guys.
Ted:
It’s always great to see you.
Loretta:
We’ll see you too.
Kevin King:
Alright.
Ted:
Thanks, Kevin.
Kevin King:
Alright. Look who I have now. I have Tesia Blackburn with me. She’s a Helium 10 Elite member here. Just on a little break at the conference with a Helium 10 Elite, a special event that’s going on right before the conference gets rolling. How are you doing Teisa?
Teisa:
I’m doing great. It’s great to be here. It’s great to see you.
Kevin King:
It’s 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. It’s nice to meet you in person. Yeah,
Teisa:
It’s 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. I’ve 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 I’ve done some online teaching and I started thinking, what can I do? And that’s gonna be, you know, something where I’m 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:
You’re close to 70, I would say you’re close to like 40 or something. Not close to 70.
Teisa:
You just stick around.
Kevin King:
I would not be guessing. You’re close to seven
Teisa:
Oh yeah. I’ll be 70 in two years.
Kevin King:
Oh wow. Well, congratulations. So 2020, you said the pandemic. You’re 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 you’re kind of on a back burner and you’re 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, that’s 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 I–
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. There’s 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. I’m just like putting these bits of income together doing Amazon Live streaming and one of the webinars–
Kevin King:
So you were, you were selling on Amazon as a live streamer? Teaching people’s products?
Teisa:
Yeah. Other products. Exactly.
Kevin King:
Okay.
Teisa:
And I’m just putting these little bits of income together and one of the webinars, the guy said, Yeah, he goes, You know, I’m getting a brand registry and the tool that I’m using is Helium 10. And it is amazing. And I immediately, after the webinar went over Helium 10, you know, I’m 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, what’s, what are you getting the most out of the way those are set up? What, what’s the value there for you?
Teisa:
Oh my gosh. It’s like a master’s degree in selling an Amazon. It’s 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 it’s real. And if you do that, you’re gonna be successful.
Kevin King:
And the Freedom Tickets are included in Helium 10. So it’s not like some courses that you have to buy if you just have the basic software, it’s included. But some people say, Hey, Freedom Ticket, it’s too detailed. Or they say all I want is the checklist. I need to do these 10 things and I can make money. And that’s not what Freedom Ticket is. It’s to actually educate you with the mindset and then you gotta go off and do it. It’s not a check-the-boxes course, which most of those, there are those out there on YouTube videos and stuff, but those don’t work for the most part.
Teisa:
Exactly. And that’s 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. You’re not gonna be successful if you’re trying to shortcut it. You’ve gotta understand PPC, you’ve gotta understand launching, you gotta understand Maldives Honeymoon. You’ve gotta understand all of that. At least have that information. And before you get started, get rolling. You guys saved me. I’m sure you’ve saved me money, but you’ve 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, it’s 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 I’ve been to the Elite workshops.
Kevin King:
The ones in Irvine that they do?
Teisa:
The one’s in Irvine. Yeah. Cuz I live over in Orange County, so I’m 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, you’ve been to the ones in Irvine, they do ’em at their office offices in Irvine. Once every three months. Or sometimes they go on the road and like they’re 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 it’s like, okay, this and this and this, and some of ’em cross over at the same time. So what process are you doing? What’s your strategy of who you’re gonna listen to and what you’re gonna go to?
Teisa:
Well, you know, I’m not sourcing any products from China, and I’m not looking at product logistics or shipping or any of that stuff. I manufacture my own product. So all of those workshops, I’m sure they’re wonderful, don’t apply to me. So I’m looking at PPC and I’m looking at launching and I’m 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 I’m looking at Walmart, going into Walmart eventually. So I looked at that as well.
Kevin King:
And this is one of the only conferences I’ve 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 I’ve 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 don’t do that.
Teisa:
That is huge.
Kevin King:
That’s really big. Plus some of the speakers they bring in here, Gary Vaynerchuk, I mean, he’s not a Amazon seller, he encourages people and sometimes to go sell on Amazon, but he’s more of an entrepreneur mindset. A little raunchy sometimes, which turns some people off. Other people love it, but he’s straight to the point. And Neil Patel, and so they’re pulling out all the stops.
Teisa:
That’s right.
Kevin King:
Those of you that are listening to this that wasn’t at the event missed a really good one.
Teisa:
Oh, you guys are missing out. If you’re not here, you’re missing out for sure. Yeah. And I have I think three one-to-ones with Walmart people.
Kevin King:
Awesome.
Teisa:
And I’ve got I think two with Amazon people.
Kevin King:
So how’s it going right now? You said you’ve launched and you’re 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, I’ve had a few sales. It’s been less than a month since I launched. So I’ve had a handful of sales, I’ve gotten good reviews and my PPC had spent–, I was just telling somebody in the room there, I said, I’m trying really hard to follow Kevin and Bradley’s suggestion, leave the PPC alone for a month. But I get up every morning and look at it.
Kevin King:
And it’s bleeding?
Teisa:
And I try not to touch it, but I’m on page one. My brand ad is on page one every day.
Kevin King:
Are you doing product targeting? Because if you’re in the art niche, it’s a poster and it’s, I’m sure it’s some sort of theme. That’s 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:
I’m actually targeting, I’m coming after a brand. I’m going after a brand. So I’m actually targeting somebody. I’m, you know, because there’s somebody that’s 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? I’ve got a better mouse trap. So I’ve targeted their–
Kevin King:
So you can have a better mouse trap on Amazon or e-commerce, but if people don’t believe that or you can’t convey that right. Through a listing, through a non-animated thing where they can’t 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, I’ve got a video on my A+ Content and I’ve 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 see–
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 haven’t. I did my own mailing to my own mailing list.
Kevin King:
How big is your own mailing list?
Teisa:
It’s about–, my core mailing list is about 2000.
Kevin King:
That’s good. That’s 2000 more than most people have.
Teisa:
Well, my open rate is 60%, Kevin.
Kevin King:
That’s 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, I’ve got my Art’s 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. I’d love for you to get one. And I’m not asking for anything else. You know, I didn’t 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 I’ll send you a bonus one. If you buy one on Amazon and email me your order confirmation, I will send you a second print. You’ll have to do this yourself or second print that’s hand signed. And that way a lot of them, it’s like a free gift. Yeah. And then a lot of them will go and buy and it’s gonna help you rank even better.
Teisa:
That’s a great idea. See Kevin, every time you the golden nuggets just fall out your mouth. You should be like the man–. You know the man with the golden gun, you’re 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 shouldn’t say or I’m 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 I’ve got a master’s degree in Amazon selling, and I’m just getting started. But I have a really good feeling about it.
Kevin King:
That’s very sweet. Thank you for that. You bet. I know they’ve started back up again and then I’m gonna let you go in there so you don’t miss anything. I appreciate you stopping by.
Teisa:
Thank you, Kevin.
Kevin King:
Thank you.
Teisa:
I’ll see you later.
Kevin King:
Alright. Take care. Awesome. So look who it is with me right now. I’ve gotten Mark Casey. Mark, how are you doing man?
Mark:
I’m doing well. It’s 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:
That’s like one meeting each other once a year too.
Kevin King:
That’s an amazing event. I think the next one’s in January, I believe.
Mark:
Yeah, we’re 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, it’s in Brooklyn and that’s a really, really cool event. It’s 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. It’s like a one-day event. So what have you been up to lately, man? What’s going on in Mark Casey’s 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 doesn’t work. So that’s been fun in itself, but that’s mainly what we’ve been up to now.
Kevin King:
Did you start out as a seller?
Mark:
I actually didn’t. So my background’s in marketing and branding. I’ve 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 that’s 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, what’s 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 don’t know, but it’s, that’s how I say House of AMZ. But yeah, like we mainly, so that’s 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 you’re actually doing listing optimization? Yeah. And the launching process. Exactly.
Mark:
So I say it’s 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 you’re 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 what’s the key to actually making a good listing? What’s the mistake that when you, when you take over someone’s listing, you’re 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 everyone’s like, No, you need it whatever. I said, No, try this. And if it doesn’t work, you always put it back. The first four or five keywords are very important for two reasons. One is in Amazon’s algorithm and the two are for the shopper. When they’re searching, they don’t 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 listing’s 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 what’s the workaround for when they force you?
Mark:
Honestly, I’ve seen people do it, or at least put it in the end and they got away with it and it works fine, but if they’re gonna force you, it’s 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. You’re still gonna come up. So I agree with you, it’s a waste of valuable real estate. So how do I do that on Amazon and e-commerce and I’m competing against it, I’m launching my new product on Amazon and creating a listing and I’m going up against some guy that’s got a thousand reviews. Another guy’s got 2,500, another guy’s 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. It’s like working together? How do I get over that hump?
Mark:
Okay, well, first of all, you need to make sure you’re listing it looks very professional and good. And a lot of people say, Oh I’m gonna use fiber for a design, and that, that’s great. If you wanna go to Fiverr, you could go to Fiverr. But it’s not just a listing and just the design. There’s a lot of marketing and a lot of points that you have to think of that when someone’s going on your listing and how you’re gonna sell it to them. No one’s reading your bullet points, or your description anymore. You know, it’s a whole long paragraph. People are visual. You have to sell them within the first five to 10 seconds when they’re 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 it’s 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 don’t 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, you’re not even getting the click. So don’t even spend the dollar on ABC. Don’t even spend, there’s 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 you’re just selling organically.
Kevin King:
So how do you perfect the main image? What do you do? Because I’m sitting here, I come to you with my product, Hey, I’ve got this great idea. This is my product. I wanna put it this way with this angle and this and that, and it’s gonna look amazing and what do you say to me?
Mark:
Oh, you have to stand out. You know me, I’m always standing out with, always, and I do things, but that’s really what it is. When I’m searching, there are 50 other search results plus the ads and everything. Like if someone’s ADHD, they’re never gonna even get to your product. No one’s gonna see anything. You need to be the one that stands out on the whole entire search results that catch your eye. Boom. I’m gonna click on it. Even just that click alone and Amazon’s eyes is worth so much because they’re 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 there’s so much that you can do in just on the main image alone.
Kevin King:
Okay. So I’ve done that with my main image and I’ve got a killer main image that I’ve tested and I’ve done all the, everything you just said, I know this is gonna work. So then how do I get people to my–, how do I launch my product? How do I, I’ve 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 today’s world where you’re not supposed to do a search, find, buy, or any of the old ways, how do I get to that point?
Mark:
So honestly it’s 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 don’t 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. I’ve 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:
That’s 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 they’re already loyal, you don’t even need to do a free giveaway, you could say a 10% off coupon and you’re already still making a profit.
Kevin King:
I mean that’s one of the things I have, one of my businesses is seasonal. I’ve talked about it in the past it’s calendars. People buy calendars pretty much from about October to January. And they’re like selling milk because they’re dated. If I’m selling a 2023 calendar come January, the value goes in half. You go to the stores and the malls, you know, everything’s 50% off or 75% off. And by February or March, pretty much, even though there’s still 75% of the year left, nobody wants to buy a calendar at full price. So when I launch these calendars, they’re in a category where I cannot do PPC. It’s not allowed in that category. And so I can’t launch with PPC. So yeah. So this product that I have is in a category that we’re 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 it’ll say coming soon on this date. I message the list and then it gets in. I’m shipping from Austin to Dallas. So it’s 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 I’m gonna go, it’s available. It’s 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 I’m the beginning of the season, so October, remember I said October is the big season. We’re recording this in September and this happened in September. Well before things start selling really crazy. I’m ranked one of those calendars that already number 43 in the calendar category and there are a hundred thousand products or something in calendars. It’s like number 43 already. And I’ll be able to ride that wave now all the way to the busy season and we’ll be doing five, $10,000 a day on that one title and we have four of ’em come November, December timeframe. And I never will do any PPC. I’ll never do anything else. I’ll 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 that’s–
Mark:
Right on. That’s the best.
Kevin King:
That’s 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 it’s, what’s that 13 bucks pure profit on every single one? It’s totally on autopilot. And these things hardly take up any space. They’re calendars, it’s paper, it’s played also. It’s, yeah, it’s 13 ounces, not even a pound. And it doesn’t 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. I’m like, everyone is careful, every one of those boxes, a thousand dollars bill. And they’re like, holy a lot of thousand dollar bills. So, if you don’t have that list, what do you do?
Mark:
So that’s 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. Everyone’s like, Oh, I’m gonna get, I’m gonna get a whole bunch of clicks, but they’re not gonna convert and my listing’s gonna go bad. I said that’s false. If anything Amazon likes that they look at it as an estimated sale. So let’s say I would go on your product and I’ll click on it and what happens 24 hours later, is I’m on another website, and I’m getting retargeted with an ad. So that’s what Amazon looks at as an estimated sale. They don’t 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 future’s 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 for–
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, there’s always a possibility. If you’re gonna go in and guess things, and maybe it’s 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 you’re doing, then you should be good to go.
Kevin King:
Alright man, I really appreciate you stopping by. We’re gonna have to do this in a longer podcast cause we can sit here and geek out about this. That’s 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:
I’m doing great. How are you doing Kevin?
Kevin King:
I’m awesome. So for those of you that don’t 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, there’s all kinds of, we’re in, I’m busy all day every day, so every aspect I have a little bit of influence in. So that’s 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. I’ve 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 that’s really how I started learning. Just learned of YouTube and went from there.
Kevin King:
Really? You didn’t learn off a Helium 10 or some other competing tool that’s 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 dad’s 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 Carlton’s, 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. I’m 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 didn’t 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 that’s 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, I’ve 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 it’s during the pandemic?
Carrie:
Yeah, I guess so, Yeah. Yeah.
Kevin King:
So in 2020, at some point in 2020 you came on and what’s your main role there? I mean you seem to be fronting a lot of the Walmart initiative, is that correct?
Carrie:
Yeah, so I’m 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, I’m 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 just–, it’s an Amazon company, but it’s becoming a lot more than just an Amazon software tool. Can you explain how it’s kind of evolving and kind of what’s, what’s 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 I’ve been using their advertising platform. They do Amazon advertising. We have Refersion for influencer marketing. Pipe candy. So it’s 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, we’re, right now, today there’s a, there’s a Helium 10 Elite workshop going on which I’ve been talking to a bunch of different people here that, that have come in. But over the next few days, there’s gonna be, some pretty cool stuff happening. There’s like a Nelly concert, There’s like Gary Vee’s coming to speak. Neil Patel. I’m speaking of course and you’re doing some stuff. What are you really stoked about? What are you really excited about over the next few days?
Carrie:
Well, I’m excited to do a Walmart presentation on the main stage. So I think I’m really excited about that. I’m sharing the stage with Michael Lebhar, who has a Walmart agency. I’m also really excited about Gary Vee to hear him and just also all the networking we’re gonna be doing to meet new people. I’m hosting some icebreaker sessions to get people acquainted at the beginning so that they’re not just at the end meeting people. I’m like, Oh, bummer, well see you later. It’s, it’s like from the beginning, we’re 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 don’t 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 you’re really just giving each other just anecdotal evidence of, you know, whether a provider works. Even though I’ve been referred to–, I actually met the person who does my ads at your event BDSS and it’s just taken our account to the next level. I mean, I wouldn’t have met him if I was just sitting alone and not wanted to talk to anybody. I also, even just myself, I’ve met people already that I know can help and you know, just take me to the next level and everyone’s really kind of–, not everyone’s 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. It’s really important to not just be an island, cuz it is really lonely when you’re 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 I’m out there and I’m 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 I’m out there listening and I’m thinking about going to some events and I haven’t 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, there’s 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 who’s gonna be there, and what kind of information they’re 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 you’re 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 who’s gonna be speaking and what kind of things they’re gonna offer. And Janelle Page actually said something at one of our Elite workshops last year that really stuck out to me. And that’s if she’s gonna go to an event that she has to implement at least one thing and you know, otherwise she’s not allowed to go to another event. And that’s really true cuz sometimes you go to events and you’re like, Oh, that’s great. And then you come back and you’re like, I don’t know, I’ll do it later or something. You don’t implement it it right away. So she kind of makes herself do that and I’ve done that too. Now, I’ve started to implement at least one thing from any event that I’m going to try to, take it to the next level.
Kevin King:
That’s good, that’s good advice. And speaking of implementing or going to events, you know, Helium 10 Elite actually has we’re 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 it’s a little more than that have come in early and they’re doing like a four-hour intensive workshop, more advanced topics. We’ve 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, we’ve 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. It’s like, Oh yeah, you just email this address or just do this. So it’s 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 you’re 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 there’s a whole litany of things that are included. And you and I are actually hosting a webinar coming up on, I think it’s November 3rd for Helium 10 Elite.
Kevin King:
And I’m gonna be sharing a ton of hacks on this. Some of the stuff that we only share with the Helium 10 Elite members, I’m 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, They’re 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 I’m gonna be bringing some of those to everybody out there for free on November 3rd. And you and I are doing that webinar and there’s gonna be information coming soon on how to actually sign up for that. So look for an email if you’re on the Helium 10 list or look in the Facebook group or you can go to helium10elite.com I believe as well. So I’m excited about that. I think we’ve done one other webinar together, didn’t 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. I’m really looking forward to that.
Carrie:
I wanna say something too about the Elite, like your hacks that you give, that’s, that gives it the value in itself because some of them, like, I’m not gonna name the hack that I’m talking about, but has saved me quite a bit of money. So it really pays for itself when you implement the hacks. I’ve seen other people post about things that you’ve 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, you’re gonna be gaining money in my opinion. So I think it’s $399 a month, but you’re gonna just gain so much more than that. Usually, people are Diamond and go up to the Elite. It’s not that much more so to me it’s totally worth it.
Kevin King:
That’s true. It’s just a small jump up and this webinar is totally free so you don’t have to pay anything to come to the webinar. We’re just gonna be sharing a whole bunch of cool stuff and you know, at the end there’ll 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. I’m excited that I’m finally on the AM/PM Podcast.
Kevin King:
There you go. We’ll have to do it again another time in a longer session.
Carrie:
Yes, I would love that.
Kevin King:
Awesome. We’ll 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 we’ve 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. It’s just a lot of fun. Next week we’ve 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 you’re struggling, make sure you check out this episode.
Kevin King:
Or even if you’re not struggling, you’re just crushing it out there. We’re gonna have some really good tips and strategies on cash flow on your Amazon business. It’s gonna be a really great episode, so don’t miss that one. Also make sure to November 3rd, Helium 10 Elite free webinar. It’s gonna be free for everybody gonna be sharing a lot of ninja hacks and strategies, so don’t miss that webinar. Mark your calendars for November 3rd. Details will be posted in the Facebook group and I’m sure you’ll 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, “the purpose of your business is to serve your life.” “The purpose of your business is to serve your life. It’s not for your life to be your business.” And so much is entrepreneurs. That’s what happens is your life becomes your business. It’s actually the other way around. “The freedom to choose is the ultimate luxury there is.” The purpose of your business is to serve your life.” “It’s not life to be your business.” And then remember, “the freedom to choose is the ultimate luxury.” Take care and we’ll see you next week for episode 311.
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