In episode #443 of the Critical Sellers Podcast, we welcome Tom Wang to share his useful insights into profitable influencer advertising and marketing campaigns, Amazon-selling methods, and his efficient well being habits. Tom takes us by way of his Amazon promoting journey, how he bought began and the way he exited his model with a 7-figure pay day. He additionally talks about coping with psychological well being points and burnout after his exiting his model, in addition to his method to getting again into the Amazon grind.
Tom gives recommendation on influencer advertising and marketing, emphasizing the position it performs in the way it can blow up your gross sales and tales to again it up as nicely. He additionally shares his product analysis technique, highlighting the significance of understanding key phrases and looking out past demand when evaluating a product.
Lastly, Tom discusses his hobbies and wholesome habits exterior of labor, in addition to his FBA Masterclass 3.0 course. Make certain to tune in till the very finish!
In episode 443 of the Critical Sellers Podcast, Bradley and Tom talk about:
- 01:45 – Tom Wang’s Backstory
- 06:38 – How Tom Acquired Began In Amazon FBA
- 09:19 – His Amazon Promoting Journey From Launch To Exit
- 10:31 – “An Amazon Enterprise Is One Of The Greatest Companies…”
- 11:53– Extra On His 7-Determine Amazon Exit
- 13:40 – Dealing With Psychological Well being Points, Stress, & Burnout
- 18:14 – Getting Again Into The Amazon Grind
- 20:35 – Influencer Advertising Technique
- 27:33 – Tom’s Product Analysis Technique
- 31:06– No Demand Doesn’t Imply A Unhealthy Product
- 34:36– You Want To Perceive Your Key phrases
- 38:05– Tom’s Hobbies And Wholesome Habits Outdoors The Amazon Grind
- 41:51 – Speaking About The FBA Masterclass 3.0 Course
Transcript
Bradley Sutton:
Immediately we’ve bought a vendor who had a seven determine exit from his Amazon enterprise, and he’s bought a loopy story about influencer advertising and marketing methods, methods to have an entrepreneurial mindset, and in addition methods to have a wholesome thoughts and physique. How cool is that? Fairly cool I feel.
Bradley Sutton:
Do you know that Amazon typically loses or damages a few of your stock? Often they reimburse you for this, however typically they could miss issues. That’s the place Refund Genie is available in. What Helium Tends Refund Genie does is we go take a look at your reviews and see if Amazon owes you any cash, after which we provide the reviews that you might want to undergo Amazon so that you could get your a refund. In case you haven’t run this, you might have lots of, if not 1000’s of {dollars} that Amazon would possibly owe you, particularly should you’ve by no means used this earlier than and also you promote so much on Amazon. So to seek out out extra info, go to h10.me/refundgenie. nfluencer Advertising, Life After Exit, Promoting Methods, & Extra! And we’ve bought a critical vendor on right here immediately, Tom. Tom, welcome to the present. I imagine that is your first look on the present, proper?
Tom:
Yeah, yeah, I feel I used to be really on the AMPM again within the day.
Bradley Sutton:
Okay. Yeah, yeah. That’s OG days. Who was the host on the time? Was it Manny? Was it Tim? Was Kevin?
Tom:
I feel it was Matt. I feel I had a dialog with Matt.
Bradley Sutton:
Oh, Matt. We’re going again within the day. I find it irresistible. I find it irresistible. All proper. Effectively, since that is your first time on the present, I’d like to get like your, backstory. So I do know you’re in Canada now, however is that the place you had been born and raised?
Tom:
No, I used to be born and raised in China. I got here to Canada Okay. On the age of 10. So in 2001 with my dad and mom, they determined to immigrate to Canada. And yeah, I used to be principally we lived in Vancouver. I’ve been in Vancouver for the previous 21 years now.
Bradley Sutton:
Superior. Superior. So did you go to college there or did you simply graduate from highschool and simply go proper into the job world? What was that like?
Tom:
Yeah. Shaggy dog story about that. So I used to be a extremely good scholar in China. In China, like schooling was every little thing. I, and I imply every little thing, proper? Even on the age of six or seven, I keep in mind going to highschool you already know, summer time holidays right here, simply for instance, as you’re a child, there’s no homework, there’s no tasks in China. You’re really bombarded with homework and tasks. There’s no actually a summer time trip. You possibly get the final week off should you’re fortunate, should you end every little thing on time. And I keep in mind waking up actually, actually early. Go to highschool, keep there for the entire day, go to a tutor after, come again residence, do extra homework.
Bradley Sutton:
That is like elementary?
Tom:
Yeah. That is like, that is nice. Like, that is seven yr previous. So I feel I really bought, wanting again in my life, I really developed plenty of exhausting work ethic from that. I wasn’t scared to truly put within the work, do the exhausting work. So, however I got here right here, I did highschool. I did okay. After which I went to college. I really bought kicked out of the primary faculty that I went to. It’s known as UVC. And the story behind that’s as a result of my grades had been so low as a result of my dad and mom had been tremendous strict in highschool. After which once I went to college, I might dwell on campus. And I simply didn’t go to any lessons. And I keep in mind my grades had been so low that the counselor is like, Hey, you really can’t even proceed on for the following semester.
Bradley Sutton:
I wager your dad and mom had been, had been actually thrilled with that.
Tom:
Yeah. That was a really fascinating dialog. And went to a different faculty. I bought kicked out of there. I went to the third faculty. I bought kicked, kicked out of there as nicely. And all because of the identical causes, and I truthfully, like, I hated faculty, just like the stuff that I used to be studying in class, I’m identical to, what am I doing? In any case, lengthy story brief, I lastly graduated the fourth faculty that I went to as a result of it was very sensible. Like I keep in mind for our English lessons that had been really instructing us methods to write cowl letters and resumes for our finance lessons that had been instructing us, like, what’s the PnL of an actual enterprise for advertising and marketing lessons. We really needed to do a advertising and marketing case research on an actual enterprise. So plenty of issues had been very, very relevant to the actual world, which I actually, actually loved. And after that, I went into the job world, however I didn’t get my–
Bradley Sutton:
What was your diploma in that?
Tom:
Gross sales and advertising and marketing.
Bradley Sutton:
All proper. And in order that was what you had been on the lookout for a job in then?
Tom:
Yeah, like gross sales, like account administration. After which I bought principally denied by like 15 totally different jobs, 50 totally different provides. No one wished me, so up so far, to be sincere with you, I had a really, like, massive a chip on my shoulder as for rightful causes. I felt like my dad and mom didn’t actually approve of me. I felt like my pals all thought I used to be loser and for the rightful causes too, proper? Certain. However I’ve at all times like, believed in myself, and I don’t know the place that perception comes from, as a result of if 100 individuals went by way of the identical issues that I went by way of. Lots of people would’ve taken a fallacious, like a unique path, you already know? It could’ve been very simple to surrender, however I at all times had that perception, and to this present day, I nonetheless can not clarify to you the place that perception got here from.
Tom:
However having mentioned that, I lastly bought a job at Yellow Pages promoting, like promoting and yeah. Did very well there. I bought a mentor, I discovered every little thing about gross sales. I made like six figures after the primary yr of faculty. Wow. However I at all times knew I wished to be an entrepreneur. That’s like my life calling. My very first enterprise was in grade three when my dad went to the us, introduced again some like massive pens, after which I offered them to my classmates as a result of every little thing again then in China is like made in China stuff. Effectively, though massive pens in all probability made in China too, but it surely’s like a US model, you already know? Yeah. Yeah. In order that was like my first enterprise, and I simply keep in mind like, feeling so wealthy and I used to be like, oh my God, I can like, promote stuff to individuals, without having a job.
Tom:
I can set my very own schedule, I can set my very own freedom. In order that’s actually the primary style of entrepreneurship for me. And over the, you already know, my teenagers, I’ve at all times had these website hustles promoting stuff on like Craigslist and marketplaces and this and that. So first yr of Yellow Pages I did nicely, however then I at all times wished to begin a enterprise, and I by chance got here throughout Amazon FBA in 2015 or 16. Okay. Once I was attempting to promote Hoverboards on-line. And I couldn’t promote ’em. I simply had a really, very exhausting time promoting these hoverboards. And through that point, somebody was like, Hey, I can promote these for you on Amazon. And for me, on the time, I used to be like, Amazon, like, isn’t that a spot the place individuals purchase previous textbooks from like, I didn’t know you may really promote something and every little thing on Amazon.
Tom:
So I watched them work, and the primary day he offered three hoverboards. And that’s once I was like, whoa. Like, what’s going on right here? In order that’s how I found Amazon. After which in 2017, January, me and my fiance, we launched our model on Amazon known as Sdara Skincare. And our first product was vitamin C Serum, earlier, you had been speaking about collagen peptides. I might say Vitamin C serum is correct up there with collagen peptides when it comes to competitiveness. However like, even in these days, it was aggressive. Yeah. It was tremendous com However right here’s the shaggy dog story. So sure, it was aggressive, however then throughout these days you may nonetheless purchase critiques. It was completely authorized. Yep. And I simply thought, okay, nicely, I simply want to purchase a bunch of critiques, appears simple sufficient. After which actually, just like the month earlier than we had been about to launch, Amazon was like, Hey, no extra buy-in critiques.
Tom:
Yeah. So Mike Tyson says like, everyone’s bought a plan till they get punched within the face. And we simply needed to like, determine it out, you already know? I imply, first month they did like $8,000 in gross sales, which is like sufficient for me. I used to be like, wow, persons are really shopping for this. After which we launched the second product that simply fully flopped. It was a silicon make-up sponge. It was such a fad. We had been 2,500 items, and by the point we launched, your entire market simply principally died. After which the third product, really at the moment, I wished to surrender. I didn’t need to proceed on with Amazon anymore. After which my fiance is like, Hey, no, like, we discovered so much. Why don’t we strive another time? And that point I got here throughout like Anthony Bui-Tran.
Tom:
He made like a YouTube video on known as like Balls to the Wall spreadsheet, the place he took a really, like, numbers accounting, knowledge pushed method to Amazon. Like, should you order this many items, should you gave away this many issues, that is your value, that is your, like, after which on the finish there’s a web revenue. I used to be like, that’s like, wow. Like every little thing makes a lot extra sense now. So I might principally simply, yeah, meet plenty of sellers, go to some conferences, watch YouTube movies, be taught extra from my Errors. We launched the third product, after which the remaining was historical past
Bradley Sutton:
All proper. So quick Ahead. I imagine you exited that model, proper? .
Tom:
Appropriate. Yeah.
Bradley Sutton:
We so inform me in regards to the development there. Like, you already know, you went to ex gross sales the primary yr or second yr, after which, after which how did you begin? When at what level did you determine like, Hey, let me see if I can exit this model?
Tom:
Yeah. So first yr we did like 100 thousand {dollars} in gross sales, in all probability misplaced cash. Second yr we did 1.8 million. After which, sorry, one level, one thing like that. 1.6, 1.8, after which 3.2, after which 4 or one thing. After which we principally offered the model on the finish of December, 2020. Yeah. December, 2020 is after we offered the model.
Bradley Sutton:
That was in one of many, a number of the early you already know, folks that wasn’t promoting manufacturers wasn’t all the craze in 2020. So that you’re possibly you’re type of like a pioneer in that.
Tom:
Yeah, I might say it wasn’t all the craze but, however there was positively beginning to have plenty of aggregators coming on-line. I might say we didn’t time it completely. Six months later, eight months later, if we offered outta the height, we in all probability would’ve made some more cash. However by no means a day goes by the place I remorse promoting the model. Not as a result of I don’t love Amazon companies. I even have my palms in just a few companies, and I might say from my private expertise, Amazon enterprise is among the finest companies you can begin for anyone provides you location freedom, time freedom. You’ll be able to run a ten million model with like 5 VAs. You’ll be able to journey the world, you may work from wherever you need. It’s an superior, superior enterprise. And one of many the explanation why I launched the model is as a result of, sorry, I offered the model is as a result of, I at all times considered type of like enterprise, prefer it’s a little bit little bit of playing as a result of, you already know, there are plenty of issues that’s outta your management. And I simply felt like if we had been to promote the model, it might be life altering cash for us, and we will simply pocket that cash. It’s like going to the on line casino with $10 and you’re up like $10,000. Like, shouldn’t you want take some cash out and like stroll away? what I imply?
Bradley Sutton:
Is sensible. Hey, cuz now I do know you’re again within the sport so far as, you already know, doing plenty of teaching once more and have some cool programs. So we’re gonna speak some technique in a little bit bit, however I need, I wanna pause a little bit bit and discuss this exit. Like, I don’t know should you’re in a position to say like a roughly how a lot you already know, what was did the, did the exit imply? Like, like what sort of cash are we speaking about right here?
Tom:
Yeah, I can’t say in regards to the cash. It was seven figures.
Bradley Sutton:
Seven figures. That’s sufficient info I want. So seven figures. , any person who’s been, you already know, struggling early on, didn’t make even make cash the, the primary couple years and doesn’t sound such as you, you had been like extraordinarily you already know, rich all through your life. Getting unexpectedly, seven figures. What did that imply to you and the way did that change your life?
Tom:
Yeah, so yeah, it’s been a really fascinating previous couple years, I might say. It’s positively a kind of issues the place, how ought to I say this? I feel there are, there, there’s so many issues I can say about this topic, however I might simply say that as human beings, we get used to issues in a short time. So I’m positive that every one of you which can be listening proper now, you’ve had some form of accomplishment in your life, whether or not that’s a increase otherwise you hit a purpose or one thing that you’re identical to, man, sooner or later once I do that, my life is gonna be good or no matter. And in my case was, Hey, sooner or later once I turn into financially free, every little thing’s gonna be good. And I might say my life has, my life high quality has positively improved so much. I might say that cash is not a constraint on the subject of something.
Tom:
I might say that it has given me entry to plenty of actually cool issues like teaching and occasions and journeys and experiences and you already know, X, Y, and Z serving to others, all these various things. In order that’s been nice. However I’ll say that cash solves cash associated issues. It doesn’t actually remedy non-money associated issues. And I feel in life there are plenty of non-money associated issues that individuals want to resolve. For instance well being, proper? I bought actually burned out to be sincere with you. Proper after I offered my enterprise just a few months later, I bought terribly sick. I’ve by no means been that sick. And I really nonetheless, you already know, two years down the highway, virtually three, I’m nonetheless feeling the unwanted effects from that.
Bradley Sutton:
What do you imply by burnt outlet? Like, was it you had been having to work so exhausting, constructing it up in the direction of the top after which preparing for the exit that you simply simply type of like burnt your self out due to that? Or was it one thing?
Tom:
Yeah, I feel it was a cumulative of many issues. I feel stress. Stress is a silent killer, I don’t assume lots of people really perceive this, however stress is definitely a silent killer. I had a concussion then I had covid toys, I had the unique pressure. It was only a lot. And I used work to truly distract myself from listening to my physique. My arm was hurting, my neck was hurting, my again was hurting. Like every little thing, my physique was giving me plenty of indicators, and I might simply park my in entrance of the pc each single morning and do work. I didn’t go to a physio, I didn’t do that, I didn’t do this. I didn’t take the time to decelerate to maintain my physique. And searching again, my physique was giving me plenty of alerts that I simply took.
Tom:
I used to be like, no matter. I’m younger, I’m wholesome. Like, nothing’s gonna occur to me. So, you already know, well being is one thing that you simply can not purchase. I attempted, I offered my enterprise. I’ve all the cash on the planet, and I went out to the Toronto, I went out to, you already know, the states. I noticed the perfect neurologists and medical doctors, and truthfully, nobody might inform what’s fallacious with me. Like, there was not likely a definitive reply. And that really made me extra anxious. So yeah, I had plenty of like, type of anxiousness constructed up from that. It was,
Bradley Sutton:
Didn’t you say, I imply, simply to present individuals some context as to how critical this went. I keep in mind listening to you speak at one occasion the place didn’t you say like, you wouldn’t even get outta mattress for like Yeah. Like days or one thing loopy like that, or,
Tom:
Yeah. I used to be so down on myself as a result of it’s a must to perceive, like as entrepreneur, I’ve a really kind A character. I feel plenty of listeners can relate to this, and that’s why you’re listening to this podcast, and for any issues in my life, I really feel like I can remedy. And that is the one downside in my life that I can not resolve. Doesn’t matter how a lot sources and cash I can spin on this. , if my enterprise, my Amazon listening goes down, yeah, I can resolve that. I can rent the perfect lawyer and no matter, I can resolve that. However on this case, it simply wasn’t working. And that’s type of once I discovered methods to give up, as a result of after a yr of attempting I bought into a extremely, actually darkish place the place I couldn’t work. I couldn’t go to a restaurant, I couldn’t drive, I couldn’t see my pals.
Tom:
I couldn’t go to the gymnasium. I couldn’t, all of the issues that I took without any consideration I couldn’t do. And plenty of it was mentally it was a psychological factor. However having mentioned that, the day that I began getting higher was really the day that I surrendered. The day that I mentioned, you already know what? I don’t know what that is. I don’t must know what that is. I’m simply gonna belief that no matter that is, hopefully sooner or later I can get higher, but when I don’t screw it, like if that is the remainder of my life, so be it. And that’s really the day that I began getting higher which is fascinating. So nonetheless, you already know yeah, man,
Bradley Sutton:
That, that’s an excellent level that what you mentioned about 5 minutes in the past was like, Hey guys, cash can remedy cash issues. , you’re in debt, you get, you get a seven determine payday, that debt is solved, you already know, however don’t at all times look to cash to resolve non-money issues like, you already know. Yeah.
Tom:
Let’s say you’ve gotten, you already know, a spouse and youngsters and also you don’t spend time with ’em. Do you assume your child will love you extra should you simply give them like, oh, like Daddy will purchase you a brand new automobile. It doesn’t work that approach. Proper. There’s plenty of actually, actually wealthy individuals on the planet the place, you already know, yeah, that they had 5 exits, however additionally they had 5 divorces, you already know? Certain, positive. And their children don’t speak to them. And I don’t need to be that particular person as a result of I feel to me life, we’re all simply attempting to play this sport, and truthfully, like, we’re all simply attempting to do the perfect we will. And I, I, I don’t, I don’t, I don’t assume none of us have actually discovered this life, this sport of life, and we’re all simply attempting to do the perfect we will. I really imagine that. However I might say earlier than I simply thought cash was the piece of puzzle that was lacking. And as soon as that piece of puzzle has been principally positioned I noticed there was really plenty of different lacking items of the puzzle that I uncared for for a very long time. And to ensure that the puzzle to be full, you really must deal with all the opposite issues exterior of cash as nicely.
Bradley Sutton:
Okay. Yeah. All proper. We’re gonna get again to a little bit little bit of the psychological well being factor and what sort of like hobbies and stuff that you simply’re doing now to cope with that. However let’s return to Amazon for a second. So that you exited in 2020. Now, at any time within the final three years had been, did you get that itch the place it’s such as you had been getting like, withdrawal signs from being within the Amazon world? Or how did that go for you?
Tom:
I wouldn’t say I bought the itch. I might say that no, didn’t actually get the itch. I used to be promoting a skincare product line that I really wasn’t too obsessed with. Nevertheless, the promise that I made to myself was, to ensure that me to get again into the sport, I can not simply do it for the cash anymore. There must be a better objective, and I might love to truly create one thing that doesn’t exist. And humorous sufficient that you simply requested me this query as a result of only a few weeks in the past, I had an concept that I feel not, I feel I do know for a truth that’s going to be an absolute sport changer. I’m proper now within the thought doesn’t exist. It’s an enchancment, I’m completely satisfied to share the model with individuals as soon as it’s launched.
Tom:
I simply can’t discuss it proper now. Nevertheless it’s within the pet area and I’ve a canine. I really like him dearly, and I at all times wished to create one thing for him as a result of I feel it’s so significant. And proper now I’m within the course of of really like contacting engineering corporations and stuff like that to truly attempt to create this product. So now the itch is again. This concept is one thing that I haven’t been in a position to cease serious about, and I really assume that’s at all times an ideal signal. It’s while you simply can’t cease serious about one thing.
Bradley Sutton:
Okay. Cool. Cool. Now let’s speak technique. You’ve been by way of so much, you’ve achieved so much. So, you already know, you’re nonetheless, you already know, locally and you’ve got a neighborhood of sellers, so you may nonetheless see what’s happening. Let’s discuss some some each on Amazon and off Amazon, you already know, technique. Once I say off Amazon, it could possibly be like accounting issues or, or issues that provide help to while you exit. However what are some suggestions you could, you may share with our listeners that you simply assume will, will assist them both particular, Amazon, you already know, it could possibly be a PPC technique, it could possibly be key phrase analysis, it could possibly be life hacks. Let ‘s simply see Tom’s finest, finest suggestions. Yeah. I imply, it seems like you might begin a podcast with a Tom’s finest suggestions. There you go.
Tom:
Yeah, completely. So I feel you already know, one thing that labored actually, actually, very well for us was influencer advertising and marketing, as a result of we had a magnificence model. , sooner or later, I’ll let you know, let you know a shaggy dog story. So sooner or later I awakened at the moment, we’re doing about 10 okay a day in gross sales, after which sooner or later I awakened at like 8:00 AM and we’re already at 7K in gross sales. So like, ohy hat’s type of bizarre. Okay. after which by midday we’re like 20 Ok in gross sales by the, by 4:00 PM we’re at $40,000 in gross sales. Wow. Now, let me ask you this, Bradley, if you’re an Amazon vendor who’s experiencing such a surge in gross sales, what’s the very first thing that involves thoughts?
Bradley Sutton:
Like, I might’ve thought that, you already know, any person posted one thing and it went viral or, or one thing like that, probably,
Tom:
Proper?
Bradley Sutton:
Or the alternative is that any person’s doing one thing <chuckle>. Precisely. Precisely. So any person’s doing a little black hattery on me. Precisely.
Tom:
Precisely. In order that’s precisely what I assumed. I’m like, oh my God, I’m stressing out. And I made a decision to message everyone. And, and the factor is, once I noticed the customer report, it appeared very, very natural. It wasn’t prefer to the identical tackle or identical names or something like, it appeared very natural. So I made a decision to electronic mail 100 individuals, and three individuals bought again to me and I’d say, Hey, like, the place’d you discover our product? They usually mentioned, oh, I noticed it on this influencer Instagram. I used to be like, okay, fascinating. So I went on this influencer’s Instagram, I didn’t see any posts about us, however then I went on her story. And precisely like eight hours in the past when the gross sales began surging, she posed a narrative about our product. And that one story generated about $35,000 in gross sales.
Tom:
Wow. $30,000 in gross sales. And I used to be like, holy crap. So I messaged her, proper? And I say, Hey, like, we’re the house owners of Ciara Skincare. Like, thanks a lot for loving our product. Initially, like, you’ve pushed plenty of gross sales for us. Thanks a lot. Like, we purchased her one thing good after which we additionally despatched her extra merchandise. We determined to cr attempt to nurture the connection as a lot as we will. So from there on, we did two issues that did that labored very well. Very first thing is we stored in contact along with her. Principally, we tried to nurture the connection, and we as really ended up doing extra promos along with her, besides this time we really paid her fairly a bit of cash upfront, as a result of we all know that she’s confirmed. In order that’s primary.
Tom:
Quantity two is we really tapped into our community, as a result of it’s a must to perceive all these influencers, all of them have pals which can be additionally influencers. Certain. So we tapped into that community, and her kind of viewers was like, keep at residence mothers just like the Lululemon mothers is what I prefer to name them. Proper. All her tales is principally her promoting one thing. It’s like, Hey women, I noticed this. Like, this can be a nice sale happening at Walmart. That is so cute. It’s 10 bucks. And that’s her factor. She simply sells random issues. And I assume girls simply love shopping for random issues, you already know? What’s fascinating is that I assumed as a result of she sells plenty of issues, she wouldn’t convert as nicely as a result of she’s type of salesy. However what I noticed is definitely fairly the alternative, as a result of she’s, everyone’s following her due to the stuff that she’s really selling.
Tom:
So we discovered like 5 and 6 of her pals who do the very same factor in her community. And we principally created our personal influencer workforce. After which that went so nicely. The truth is, one in every of our merchandise, it bought like a BSR of eight in magnificence one time. , like eight. That’s loopy. Proper. So simply each single time that one thing, you already know, possibly unhealthy occurs if we bought like, suspended accidentally or no matter, like delisted what, no matter it is likely to be or a black hat, somebody tries to return in and like, get the perfect vendor badge. We simply hit up our influencers and it’s like a superpower principally. So I actually imagine that influencer advertising and marketing is such a robust tactic. And these days, I actually assume that you might want to create some form of off of selling technique, proper?
Tom:
Some form of a off of Amazon technique. And the explanation why I might say influencer advertising and marketing works so nicely is as a result of should you run Fb advertisements, Instagram advertisements and stuff like that, it’s exhausting to make it work until your product prices, I might say 50, 60, 70, $80 or above, proper? In case you’re promoting like a 15, 20, $30 product in any case the prices and stuff, you’re not gonna have a lot margin left with whereas with influencers it’s rather more, it, it’s a lot better in that sense. And one of many suggestions I may give to everyone about influencers is that by no means, ever pay an influencer upfront. So that you contact an influencer they usually’re like, oh, give us 500 bucks a publish. Like at all times say no, as a result of it’s simply approach too dangerous. You don’t have any thought if this particular person’s gonna convert or not. So what we love to do is we prefer to identical to reward, we identical to to present a bunch of like free merchandise away to those influencers. We’ve got a tracker. When will we give them, did they obtain it, comply with up. Did they prefer it? In the event that they favored it, did they publish about it? In the event that they publish about it, did we see a sale in enhance in gross sales? If we noticed a enhance in gross sales, that’s after we really shaped some form of a partnership. So I’m a giant fan of influencer advertising and marketing and yeah, that’s like one tip that I’ll give to everyone.
Bradley Sutton:
Yeah. Let me second that guys. So the identical factor occurred to me. That is even earlier than I, approach earlier than I work at Helium 10, I feel, I don’t even assume this was Amazon. I feel we had been promoting on eBay on the time. Some telephone circumstances. And I’ve advised this story earlier than, possibly, possibly, possibly on this podcast, possibly, I don’t know. However we, we had a, the provider tousled. We, we requested for these clear telephone circumstances. I don’t know, it was in all probability for iPhone six. Don’t understand how way back it was. Nevertheless it was clear, but it surely was like gl they, they infused plenty of glitter into it. And, and this, the clear one was type of unisex, like, doesn’t matter should you’re a man or, or, or, or gal. All people beloved the clear, you already know, iPhone circumstances.
Bradley Sutton:
They usually had been like, dude, what the heck is that this? That is like, solely now we will solely promote this to girls, proper? Like, like all this glitter, and that is so, so ugly. We’re identical to, you already know, or let’s simply, you already know, put these 500 items on on eBay and hopefully we’ll promote by way of and we might promote like one a day. After which sooner or later we awakened and it was like virtually our total inventory went out, and I did the very same factor as you. I used to be like, what on the planet occurred? Let me begin emailing these prospects. What occurred? And positive sufficient, any person mentioned, oh, yeah, is we comply with this one YouTube channel. And she or he did a what’s on my iPhone video, and it was about like what app she used, however then she was displaying her iPhone. She mentioned, oh yeah, right here’s the case. And I bought this from this vendor on eBay, and everyone simply organically discovered our product, they usually simply all purchased it. After which, you already know, now that turned one in every of our prime sellers, you already know, going ahead. And positive sufficient, we do you know, promotion along with her. So guys that, that completely, 100%, you already know, works to try this. Influencer advertising and marketing, these are some nice suggestions. What else you bought for us?
Tom:
Ooh, what else do I’ve? That is gonna sound actually generic, however like, man, you gotta, you, you simply gotta have a extremely good product, particularly these days. I feel the, the problem with plenty of Amazon sellers is we punch in some standards. We see a product and we simply attempt to promote that product. I actually assume that you simply, you, you simply have to resolve an issue. You gotta have that wealth issue. You gotta perceive the market. And that’s why I like to recommend everyone to launch one thing that, you already know, and you’re obsessed with. Clearly it must have demand and these items, but when, you already know a market, for instance, I simply bought into golf, proper? So I do know what merchandise are trending in golf. I do know what issues golfers have. I do know what I want as a golfer.
Tom:
So how I take into consideration product analysis now’s I really don’t use plenty of instruments. I exploit the instruments to validate if there’s demand and competitors and stuff like that. However what I’d love to do is I prefer to see what’s an issue in a market that has not been solved, or if I can do a greater job and I really don’t even care in regards to the critiques that every one that a lot anymore, proper? Now, having mentioned that, that is my concept, I don’t, guys, it’s a must to perceive I’m launching this new model and this can be a tremendous aggressive market in an excellent aggressive edge, however my product and my product’s going to be actually 15 instances extra value on the subject of like, persons are promoting this for 10, I’d promote my for 200. Okay. Nevertheless it’s revolutionizing, it’s one thing that doesn’t exist and it’s one thing that’s a lot wanted.
Tom:
So, and on web page one, should you a Helium 10 analyze, I’m positive the common overview might be like 5. However I actually imagine that I’m in a position to really penetrate this market as a result of my differentiation issue is a lot. Yeah. So I feel truthfully like there’s some stuff that’s identical to the fundamentals, proper? And one thing that’s been simply happening endlessly. Like, you gotta have an excellent title, you gotta have good photos, you gotta have positive. Like all that’s simply so it’s a given now. Like should you wanna promote on Amazon, you, it’s not even a dialogue anymore. Like, don’t promote on Amazon should you can’t even do this, proper? So I don’t need to discuss that, however what I do wanna discuss is on the basis, on the core of every little thing, you already know, that’s one other factor is about Amazon.
Tom:
As Amazon of us, and I used to be one in every of them is there’s plenty of hacks and tips in Amazon, however the issue with these hacks and tips is that they solely stick round for a short time earlier than the entrepreneurs spoil it, or Amazon near the loophole. I imply, Bradley, what number of tremendous URLs hasn’t has been there, like over the previous three, 4 years, like each month one thing modifications. So I simply assume that these issues change. All people is aware of about it, however what you actually need to know, what you actually wanna do, like what Warren Buffet says, proper? Is have that molt proper. Have one thing that different individuals can not simply come into your citadel and begin attacking you. So, and I feel the inform
Bradley Sutton:
Inform me about doing that with one in every of your, I imply, clearly subsequent yr we’ll discuss your pet product Yeah. And what you probably did there. However, however one in every of, I’m positive you, you adopted this course of with one, if not your entire, your magnificence merchandise the place it was aggressive. So like, inform me the method, like, was it a matter of, of each single one had one thing that was actually differentiating? Did, did you reject plenty of samples and, and stuff like that? Inform me how, the way you applied what you simply mentioned in your previous model.
Tom:
Yeah. I might say that we did a good job. We positively didn’t do an ideal job simply because skincare is so, so, so aggressive. However we did hearken to our prospects. That’s one factor that we did very well. And for a number of the merchandise they’re like, Hey, we wish this. We’re like, Hey, let’s simply create one thing for our prospects. Truly a, a fascinating story I wanna share with all of the listeners as nicely is, you already know, Bradley, that is one thing fascinating for you as nicely, is simply because the product doesn’t have demand proper now, it doesn’t essentially imply it’s a foul product. I’ll provide you with an ideal instance. In 2017 or 18, I overlook when it was we landed on a product known as Zits Patches. Okay. They’re big in South Korea. Like South Korea Magnificence skincare, it was from South Korea at the moment. We went on Amazon, I keep in mind doing this. We went on Amazon, I typed in zits patches, like 3000 searches per 30 days. All of the all B s r all tremendous excessive. All people’s like, type of like South Korean kind of like wanting kind of zits patches. And we principally mentioned, you already know what? Like, there’s not sufficient demand on Amazon. Okay.
Tom:
Not too long ago, I feel earlier final yr, there’s a model known as Hero Cosmetics. Their product proper now’s I feel primary in Below Magnificence. And their primary beneath magnificence, it’s known as Zits patches. So what they did was they bought into the zits patch sport on Amazon they usually rode the wave up. They created that demand, they usually caught that wave. They usually really lately offered for I imagine 600 million {dollars}, 600 million {dollars} guys. Began on Amazon with one SKU. And that SKU, I had it in my freaking palms, dude. I had it in my palms, man. I keep in mind happening Amazon. I used to be like, nah. Like I don’t assume that is it. I used to be identical to, the demand wasn’t there. So one thing that you simply guys can take away is simply because one thing’s not there proper now, developments are at all times exhausting to foretell, proper? We don’t have a magic ball. Certain, we will see the long run, however should you actually imagine on this product and also you imagine that this solves an issue and also you’re keen to truly spend a little bit bit of cash on schooling and you’re somebody of a savvy marketer, or you may work exhausting, I do imagine that that could possibly be one thing actually, actually fascinating. And she or he didn’t have any rivals. She has no competitors. And she or he constructed this big enterprise that was offered for $600 million. And yeah, that’s type of loopy. So yeah.
Bradley Sutton:
Effectively, I imply the coffin shelf, you already know, like what we do with the Venture X, there was actually wasn’t demand for that. And we noticed that there could possibly be demand cuz we noticed it trending on like Pinterest and stuff. However now, In case you have a look at the market I imply, any person on the Prosper Present simply got here to me and says, Hey, I launched one thing like, virtually as a piggyback to the coffin shelf trade, and, and I’m a seven determine vendor now. Wow. And you then have a look at there, there’s like make-up coffin cabinets now, which accurately didn’t exist three years in the past. Any person had the concept to love, oh, they checked out our coffin shelf, like, hey, let’s make one thing comparable, however for make-up. And, you already know, they’re, they’re promoting 1000’s of items a month. Yeah. And so yeah, you’re 100% proper. Like, like there’s no magic ball that that positively will assure you success. However, however don’t simply assume that one thing shouldn’t be gonna be a house run simply because the demand isn’t there but.
Tom:
Yeah. One other fast tip I can get to everyone is you gotta perceive key phrases on your area of interest. Earlier than you even launch a product. It’s a must to perceive, it’s a must to do an excellent deep dive evaluation on key phrases. As a result of one thing that’s actually fascinating is one in every of our merchandise was the microneedle derma curler. Throughout that point, there was so much, and right here’s one other mistake I made. Actually, if I did these two issues, Bradley, I in all probability might’ve offered my enterprise for 10x extra. However regardless these are good, nice classes. Certain. However one of many issues is the Microderm curler is for girls principally who needs to principally, you already know, roll on their pores and skin and replenishes and it makes the pores and skin appears to be like plumber smoother, no matter. However someplace alongside the road males began utilizing them they usually began realizing that it will probably really develop their facial hair.
Tom:
So plenty of males have like patches of hair, it appears to be like type of bizarre they usually desire a beard, so they are going to really purchase this they usually need to roll. So the important thing phrase, like Dermer curler for beard progress began gaining traction. And what we might have simply completed rally is simply make like our skincare model was very female, however simply make a masculine model. And we’ve got the product, we’ve got the sourcing, we’ve got every little thing. We might have simply made one other variation of the identical product we might have launched in like lower than a month. We’ve got every little thing simply rebrand, totally different packaging. And now the primary spot for the beer curler is definitely doing like six figures a month. So I might say it’s a must to preserve doing key phrase analysis and sure.
Tom:
Right here’s one other factor for sellers which can be really, possibly you’ve gotten a product on Amazon proper now that’s not doing so nicely. So right here’s what I like to recommend. Do a key phrase phrase analysis in your product. Check out if there’s any, what I name sub niches key phrases. So for instance you already know, you may kind in like persons are promoting, like there’s simply an instance, hoodies, however then some, however then there’s a key phrase in there that claims like, grey hoodies and it has like 5,000 searches per 30 days, and nobody is definitely promoting like grey hoodies. So you may simply place your product for that key phrase. And that approach whoever sorts in grey hoodies, proper, they’ll see your product. And you then personal the grey hoodies market inside each product, each key phrase phrase I have a look at as a market. So you may really personal a sub-market of that.
Tom:
It’s only a totally different positioning actually. Yeah. So if another instance is should you promote, you already know, if somebody says, Tom, I wanna promote like spatulas, I’ll be like, dude, don’t promote spatulas. Okay. Like, simply, don’t do it. They’re like, no, Tom, I’m gonna promote orange spatulas as a result of on Amazon, nobody is promoting them in orange, however I did the key phrase evaluation and 3000 individuals per 30 days are literally wanting up orange spatulas. Like, all proper, you bought one thing there. Proper? So that you gotta do a deep dive on key phrases after which reposition your product to a key phrase that nobody is admittedly concentrating on, principally.
Bradley Sutton:
Superior. Superior. All proper. Now switching again, you talked about you’ve taken up golf. What else are you doing for preserve your physique wholesome, your thoughts wholesome bodily well being? Psychological well being I feel is essential. Yeah. And having the ability to take a step again from no matter entrepreneurship we’re we’re doing. What are a number of the issues that you simply’re doing to maintain up with that?
Tom:
Yeah. Well being smart I might say I get nice evening of sleep. I fall asleep on the identical time, get up on the identical time. I had a aura ring for a very long time the place it tracks my sleep. I not put on it as a result of I bought into the routine and I’ve nice evening’s sleep, and I sauna about three to 4 instances every week. They are saying if you’re in a sauna that’s not less than 90 Celsius, which I feel is like 140, 150, 100, possibly 80, I don’t even know if Fahrenheit. Yeah. It’s actually, actually sizzling. In case you’re in there for not less than 4 instances every week and for not less than 20 minutes per session, the possibilities of you dying from a heart problems reduces by 50%. So I want to try this.
Tom:
It’s simply this, it’s simply this like magic capsule. Like, hey, if somebody says, Hey, would you need to take this magic capsule the place it reduces your? All people will take it with no unwanted effects, would you’re taking it? Yeah, completely. In order that’s sauna for me, after which I attempt to eat as clear as attainable, but it surely’s at all times a little bit bit robust, robust while you go see your pals and no matter. Certain. so food plan, I play golf in all probability thrice every week proper now. And what’s cool about golf is that you’re simply out strolling, man, you’re strolling for 4 hours. Like, do you ever name your pals and be like, Hey, do you wanna go for a 4 hour stroll? Like, no, you want, that buddy won’t ever speak to you once more. However golf is like, you’re strolling for 4 hours.
Tom:
I’m getting in 20,000 steps. I can’t actually go to the gymnasium proper now, sadly, as a result of at any time when I do my neurological signs act up, I don’t know why. So, however I want to begin type of doing a little bodily workout routines the place it makes me sweat, however sauna makes me sweat. So these are the issues I do for my bodily well being. And I do imagine that bodily well being, like if you’re struggling a little bit bit with psychological well being, I feel the very first thing you might want to really deal with is your bodily well being. They’re very very linked. So I might say that’s primary. After which quantity two is yeah, man, proper now it’s humorous as a result of I’m going by way of this part the place I inform individuals like, Hey, I simply really feel like life is like this puzzle that we’re all attempting to position collectively.
Tom:
And I really feel like for me, I’ve positioned plenty of puzzles, like plenty of issues that individuals do need I, I used to be in a position to get proper. A pleasant home, a spouse and, you already know pals and oldsters. Like, yeah, within the grand scheme of issues, I’m very, very grateful with the place I’m. And if I can take myself out and like have a look at myself from a 3rd social gathering perspective, I’m like, dude, your life is fairly, like, what are you complaining about? There’s nothing to complain. However for me internally, and that is one thing I must work on, and I’ve like coaches that may assist me to get by way of this as a result of I do assume it’s a little bit bit unusual, to be sincere with you, even once I’m saying this, it’s like, there are a pair items that’s nonetheless lacking and I’m undecided what these items are.
Tom:
However I feel, I feel one of many issues I must do is rather like residing extra within the presence. And in addition, you already know doing what you do, man, like the truth that you go journey, like I really feel such as you’re within the Maldives like each different week, like each single time I open my Fb, I’m like, oh, after all. Like Bradley is in Maldives. Yeah, I wanna do extra touring, man. Like, I feel touring is simply totally different cultures, totally different, you already know, senses, totally different meals, totally different experiences. I feel life would positively want some uncertainty, proper? We want certainty, however we additionally want uncertainty. And I feel while you go journey, plenty of it’s is unsure. Just like the day that you simply stand up, you really don’t know what that day’s gonna appear to be proper right here, you already know, I am going to the identical espresso store, I play the identical, like speak to the, the identical individuals. So yeah, man, such as you posting your tales have positively impressed me to truly exit and journey a bit extra, so. Superior.
Bradley Sutton:
Alright. Effectively Tom you already know, thanks a lot for approaching right here. Now, I do know individuals would possibly wanna attain out to you on their interweb, so how, how can they discover you? After which additionally I feel you’ve gotten like a brand new course coming as much as assist sellers. So speak a little bit bit about that too. Yeah,
Tom:
So you may comply with me on in all probability my Instagram, that’s the place I publish most frequently is @tom.com.ig. So ttom.com.ig. After which my course, yeah, I’ve simply been, you already know, doing FBA Masterclass, which is my course for the previous like 4 or 5 years now. And we simply launched a model 3.0 with really Adam Heist. So Adam is now a part of FBA masterclass. So tremendous stoked about that partnership. And yeah, I imply, you bought me who offered my enterprise for seven figures. Adam offered his enterprise for seven figures, and Adam is now repeating the identical course of. He’s launching a brand new model. I’m gonna be launching a brand new model. So we’re, I might say at, you already know, we’re, there’s so some ways to do Amazon, and I’m not saying I’m the perfect Amazon vendor, I’m positive there’s positive plenty of different individuals which can be a lot better than me with larger companies, however for me it’s at all times been about sharing what’s working for me and what’s not. So yeah, that’s a little bit bit about our course. You’ll be able to test it out at grasp fba.com. However yeah, apart from that, thanks a lot. , you’ve been a really outstanding determine within the Amazon neighborhood and yeah, we’re, all of us respect what you do as nicely. Like,
Bradley Sutton:
Effectively, Tom I sit up for subsequent yr having you again on and let’s discuss this like groundbreaking product that you’ve in improvement. Would love to listen to about it.
Tom:
About it. Completely. Thanks a lot.
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