Centurion League Coaching Call
[00:00:10.090] – Speaker 1
Welcome everybody. If you would make sure that you are muted, that would be helpful. I am kind of a doofus sometimes and will occasionally not realize that I’m making a ton of noise and then I get out of everybody’s skin trying to be that person. We’re going to go for probably a couple of hours today. And I want this to be interactive, right? I want this to be as interactive.
[00:00:32.270] – Speaker 2
As my video is going to be.
[00:00:33.470] – Speaker 1
On while being respectful. So if you have something to ask, if you have something to add, just throw up your hand, right? Your little visual hand. If you look at the I think it’s in their chat, there’s like a raise your hand function. I’ll try to keep an eye on that. Um, if you want to turn your video on, it’s great. If not, don’t worry about it. I know there’s a lot better looking people in this call than I am. So if we can mix it up with some good looking folks, it’s my ugly mug. That’s probably going to do everybody a whole lot of favors. Everything that we cover tonight, we are going to record. We’re recording everything. So if you have to drop off early, no worries. We’re going to send the recording out tomorrow. And again, interact. There’s going to be a lot of people that come in and out of these calls as we’ve done in the past. Even though it’s been quite a while, I know that some of the most value is definitely gleaned from interaction. Everybody talking to each other. Everybody asking questions that maybe the next person didn’t know to ask, which is always important.
[00:01:33.090] – Speaker 1
So if you have questions, I may say, hey, let me get to that. I may say, hey, that’s not applicable to this call. Let’s get back to that. But you may ask a question that’s exactly what everybody needed to hear asked and super, super valuable. All right, so here’s the agenda for tonight. First off, welcome back to Centurion League. I used to do these coaching programs a couple of years ago, and I guess with COVID and everything happening, then we took a pause from it and decided to I’ve been working on a lot of other stuff and wanted to get back into these things, but we’re going to make them free to everybody. So we’re going to go through some housekeeping. I’m going to present kind of the topic for tonight, which is keyword research. Then we’re going to jump into questions and answers. So for some housekeeping, I want to go through the history of Centurion Lake. A lot of you may not be familiar with this. I started doing content in the Amazon space, basically just learning from the school of hard knocks, right? In 2015, I started selling on Amazon kind of by accident.
[00:02:32.730] – Speaker 1
I was a full time firefighter. It was not what I intended to do. It just kind of happened and got to be life changing for me. And while I was doing it, I decided to start up some side businesses. So I started up some logistics companies, sourcing company. I started taking people to China, eventually kind of spun up some services. And in doing that, I started creating content to market that. And the best content that I did was just telling my stories, just talking about what I was experiencing, what was working, what wasn’t working. And it turned out to be very contrary to mainstream content. What I was talking about was weird and interesting because it wasn’t get rich quick scheme stuff. It wasn’t black hat, it wasn’t stuff that didn’t work like it actually worked, but it was not necessarily sexy and exciting at first. So as I kind of progressed through my career in the Amazon space, I started getting asked to just share my story more, give more and more content, which led to some big stuff a lot of you have seen. Like a Project X case study that I did in partnership with Helium Ten.
[00:03:33.120] – Speaker 1
Ran a Top 100 entrepreneurial podcast for a couple of years until I kind of retired from that amp and podcast. And then in the years, the past three or four years, I have worked with or currently work with about 30 service providers in the space as a consultant or as an executive or co founder. And what that’s allowed me to do is see a lot of data. It’s given me an opportunity to see what works, what doesn’t work, what people are succeeding at, what they’re not succeeding at. And what’s interesting is what works with product validation and product research still to this day is just old school business principles applied to kind of a digital landscape. What I’m going to do tonight is I’m going to go through kind of some of my bread and butter content that’s updated a little bit. If some of you have seen Project X or seen some of my content even a couple of years ago, just know that this is updated. There’s a lot of new stuff in here, a lot of kind of new revelations and realizations and applications. So that’s a little bit of history. Well, that’s my history.
[00:04:32.820] – Speaker 1
The Centurion League started off as a coaching program that we wanted to create a group environment. Group coaching, because I hate one on one consulting. I’ve never been interested in that. But I learned from community, I learned from people, I learned from groups, I learned from watching other people succeed, watching other people fail. And I thought that’d be a really important thing to do about 2020. I started a coaching program that went a little over two years, and it was pretty expensive. It was paid it’s a couple of month, but it was a great group. I see people in this call that come from the original Centrian League. So cool to see back. And after a little over two years. I said, hey, I need to pause on this. I was getting burned out. We were doing three calls a week. So it was like 8 hours of content a week or 7 hours of content. It was way too much. Andrea is in this call. She’ll remember that it was way too much. And she used to make fun of me all the time for trying to kill myself doing it. But as I got deeper and deeper in this Amazon space, I realized that what I was missing was community.
[00:05:25.880] – Speaker 1
And one thing that a lot of people are missing is community. So we wanted to create Centurion League to be an environment where people can come in and learn with each other. So that being said, make sure you’re opted into everything that we’re doing with Centurion League and Private labelion. If you get an email that adds a calendar invite, add yourself to the calendar invite. If you have not signed up for our newsletter, the Private Life Legion newsletter, make sure you do that. We have some of the industry’s best and brightest thought leaders in the world, many of which you’ve never heard of. If you follow kind of mainstream content that are going to be contributing a lot of content to this group. And if you’re not following this group, you’re not going to see that stuff. I will tell you, this is always going to stay free. We’re not upselling anything here. This is literally just to give as much content as we can and try to provide some value because I think the world needs that. So hopefully you all are into that. Recordings are going to go out tomorrow and every time we do these calls we’re starting off like with this one kind of as our first one, our 1st first one last month.
[00:06:23.200] – Speaker 1
For some of you that tried to log in, we had like a serious technical meltdown being our first one. So we apologize. But starting tomorrow you’ll see the recordings going to this and those are going to live on websites that you’re only going to have access to if you’re partisan sharing League and those recordings are going to be super valuable information going forward. We’ll create a library of content. If you are part of the old Centurion League, none of your old content is going to be shared. And we do that because that was kind of a special group. We shared a lot of people’s personal products and we don’t want to do that. So guarantee. We’re kind of starting from scratch with new updated content, new updated information starting in 2023. Some of the other stuff that we have coming on, we’re creating places where you can interact. We’re creating kind of community sites. We’re creating a lot more column mini courses. We have some specialists in the space where I go to these really high dollar masterminds and I speak or I attend and I hear some killer content that’s never been shared publicly before.
[00:07:15.440] – Speaker 1
Well, I have a lot of people that have committed to taking their hour long presentation, turning it to three hour workshop, recording it, and it’ll be living in our Centurion League content library. So pretty exciting stuff. Hope you’re excited, but I want to get into tonight. Tonight I’m going through a keyword research workshop. Now I’ve done this, I’ve talked about keyword research for years. Again, like I said, if some of you have seen some of my content before, some of this is going to be a little bit of the same stuff. There’ll be some new applications, some new stuff. A lot of it is going to just be reaffirmation that what works or has worked still works, which is important. I just did a workshop, like a six hour version of this workshop seven days ago in London. And I sat in a room with twelve people and we went through all this stuff and I literally got emails the next day from like nine year veteran seller who said, tim, you’ve completely changed my entire business. Because I was stuck in this rut doing kind of the same old thing. And now I understand there’s a different way of doing it and understand tactically how to go about doing that.
[00:08:18.510] – Speaker 1
Everybody in that room after that 6 hours, we walked away with great compelling changes to the way we’re going to do our business, which means great compelling changes to the way that we’re going to succeed, which is really important and cool. So I just wanted to encourage all of you that what we’re talking about today is relevant. It’s super exciting. It’s super fun. If you’re into the Amazon space, if you’re like my wife and doesn’t care about Amazon, it’s not going to be fun. But I am curious just to get started. I don’t know, I’d like some kind of feedback. Like just either pop on your camera and talk, throw up a hand and I’ll call on you. But I would like to know from some of you what you hope to accomplish by learning keyword research. Is it to add more SKUs to your existing brand? Is that you’re just trying to get started and you need to know a place to start? Is it you’ve had some SKUs or Asians that were giant failures and you want to learn how to find a couple of winners? Is that you want to re optimize for new ones?
[00:09:09.010] – Speaker 1
Anybody willing to go on the record and kind of share what you’re hoping to get at us? Matthew threw his hand up.
[00:09:16.050] – Speaker 2
Hey Tim, I’m just getting started. Actually today I was working on a couple of test listings. So I’m hoping on the keyword research side to just make sure that especially with these first couple of products, not guarantee a hole in one, but just make sure I’m setting myself up for success.
[00:09:35.770] – Speaker 1
Got you. So you’re just getting started, you said?
[00:09:39.610] – Speaker 2
Yes. Just getting started.
[00:09:43.210] – Speaker 1
Who else is just getting started? Thank you, Abdallah. Rachel is just getting started. Is there anyone here that’s been selling more than a few years? More than three or four years have kind of what I would consider to be an established business. A lot of just getting started. I promise, if you say that you are what I consider to be an established seller, I’m not going to pick on you. I’m just curious because if I understand kind of who’s here, I can cater the content a little bit. Screen is falling. Selling for nine years. So, Philip, here’s my question to you is when we get done with all this, I’m going to ask you if you found anything valuable and different from what you’ve been doing, because obviously you’ve been doing this for nine years. I’m going to assume that you found some success with it. Sorry, guys. I have to prop my screen up. So I’ll be curious to know what you think about what everybody was doing years ago versus what’s working now. Maria says she’s been selling for three years. Maria, I’m going to ask you the same thing. Winky Chew, which is by far the coolest name I have seen on Zoom ever.
[00:10:58.230] – Speaker 1
Tim, our first warning product was found by following Project X. Selling close to three years now. Selling for seven years. Okay, so we have veterans and we have newbies this is great. This is going to work for everybody. So let me show you kind of what the agenda is. The things that I’d like to cover tonight based on time frame, and then if we can’t get to all of it, then we’ll follow up again with a second call. And we’re going to go off the cuff a little bit. I’ve been told I do better when I just talk as opposed to trying to follow slides. We’re going to do a lot of screen sharing. I don’t have a bunch of slides. This is not a webinar. This is a workshop. Plenty of time to get in and ask questions. So this is the list of what I want to cover. First off, some of this, like I’ve said before, might be a slight recap and repeat for some of you. I want to talk about top down versus bottom down selling. This is actually was it Philip who said he was there at the workshop.
[00:11:49.610] – Speaker 1
This is a new term that I adopted last week. Bottom up versus top down selling. I’m going to explain that we’re talking about search engine relevancy decisions, the Holy Grail, which is keyword positions, BSR, identifying opportunity. What’s? High search Cessnas and Airbuses. Long tail versus short tail. Place to find opportunities. Test the keywords. Walk through of an opportunity. All right. Walk through being I’m going to show you an opportunity that I keep showing to people. That still seems to work. And it’s crazy. Is that fair? Everybody good with that? I hope so. I guess if you’re not good with it, you’re probably either not going to tell me, you’re just going to disappear out of the call, which I guess is fair. So let’s talk about top down versus bottom up selling. When I started learning how to sell, and I’m going to make a bunch of individual points, and then it’s all going to wrap into one ecosystem. So bear with me. When I first started learning how to sell, essentially what I was taught was go to Amazon.com, sit down on your computer, see what’s selling well, and then see what you can sell better.
[00:12:51.620] – Speaker 1
I think that it’s safe to assume that everybody in the Amazon ecosystem knows that that doesn’t work anymore. Right? Like, it’s getting pretty saturated. It’s not a marketplace. We can just go in and find great sellers that only have two listing images, and we can put in four listing images and out optimize them and do better. It used to work. I’ve got samples of stuff all over my office that I used to sell successfully. By doing that, I’m looking at all sorts of samples of products that I sold successfully, eventually became too saturated. I had to bail out of, but it worked. So I started really thinking about how are people selling right now, like those in the space that I trust and respect, how are they selling and what are the methods with which they sell? So I came up with essentially three types of selling. Now, I’ve got a mouse, so my handwriting will be better than if I were using a finger pad. But bear with me three types of selling. The first one is what I call the data dive. Data dive, does that sound familiar? Anybody want to throw out?
[00:13:58.350] – Speaker 1
I can’t see your screens, but throw out where? That sounds familiar. Someone in the chat? Someone throw me a name. Maybe an influencer, an educator. Data dive. Come on. This is easy. One brandon Young. Yep. So Brandon Young, this is his style, and essentially what he does is he’s going to find heavily competitive products. Typically, they’re super competitive. Bear with me in my handwriting, folks, but you’ll get the point. Competitive. And he find gaps. So those gaps will be things like keyword gaps. He’ll say, hey, here’s a diaper bag, but I know how to optimize it better for specific keywords. The other things that he’ll do is he’ll do like, use cases, use case gaps where what he’ll say is, here’s a product that somebody’s buying for a different purpose. Like the classic example, not Brandon’s example. The classic example is an herb grinder, right? Those little kitchen devices? Well, people weren’t just grinding herb, they were grinding marijuana. So people figured out there are keywords where you could misspell the word marijuana, and you could have, like, hemp, when that was a legal term, and you were basically finding keyword opportunities for existing products.
[00:15:17.870] – Speaker 1
Now, brandon is a successful Amazon seller. I’m good friends with Brandon. I’m not beating up Brandon, but my brain does not work the same way that Brandon does. I do not like his method that much. And the reason is he usually starts with very competitive products and finds little niches. And the only way to succeed with those competitive keyword niches I mean, the only way to succeed with those is typically to have a very high starting inventory level, right? You’re going to drop your price to nothing. You’re going to try to sell 200 units a day. It’s very expensive. Even if you use his day to dive software that goes through and finds product opportunities, a lot of the minimum opportunities are $40,000, $50,000. It’s a lot. And I know that for most people, especially those that are just getting started, that’s a big investment to shoot on something. So that’s number one. The second one is what I call the audience, like the audience launch or the audience selling style, right? Now, what this is this is very similar to what my good friend Amy We teaches. Now, essentially, what audience selling is is imagine if we had an audience, and that audience was full of people that loved Hamsters.
[00:16:38.460] – Speaker 1
Okay? So I had a list of 10,000 people on my email list that loved Hamsters. I had a Facebook group of people that loved Hamsters, and I’d written a book about hamsters, and I had an Instagram account of people that love four people that followed me because I love Hamsters. You get my point? If that were the case, I could much more easily launch a product in the Hamster space because I already have a following. I already have an audience. I’m already an expert in that. If I am O’Reilly Auto Parts, right? I’m an auto parts store. I can basically throw any auto parts generic thing on the shelf, ratchet straps, screwdrivers, hose, clamps, whatever I want, because people are in the store buying already. Most people that are getting into Amazon or trying to sell online do not have an audience. They don’t fall under this category because they haven’t had something to sell with which they could then get started on. Right. But for people that have an existing audience, this changes the way you can do product research, because things that might have been competitive for you before aren’t anymore. Okay, so this is the existing audience.
[00:17:53.460] – Speaker 1
Man, my handwriting is not great with this mouse. This is the existing audience. So if I am a person that loves Hamsters and I have a big audience, my keyword research is going to be around small pets and small animals and small rodents and mice with better public relations, which we call hamsters right now. The third type is what I like as my style, and this is one like even those of you that just mentioned, hey, I found my first product kind of doing this. This is the yeti principle. I’m not going to get deep into that. If you don’t know what the Yeti principle is, make a note and research Tim Jordan Yeti principle on YouTube and you’ll find an entire video that talks about the Yeti principle. I don’t want to take up any time on this. But essentially what this is is this is finding opportunities, finding ops for products that are in demand, in demand with low competition. I’ll show you what that means. So data dive, very competitive. Typically, you’ve got to find a keyword gap and a use case gap. You’ve got audience selling, which is kind of existing audiences, and you’re leveraging those existing audiences for your product.
[00:19:11.500] – Speaker 1
But your product has to stay within that niche, right? So you’re kind of boxed in, and then you’ve got kind of this Yeti style, which is just finding anything and everything. They’re finding opportunities in demand with low competition. Now, I told you, I can talk about top down versus bottom down selling. What this has to do with is branding. So everybody talks about your Amazon product. You need to have this great brand. You need to have all this brand presence. You have influencers. You need to have social media. Those things are important, right? Those things are important. But when I think about how I sell online and how I’ve successfully sold online, essentially what I’ve done is I have found that if I start down here, which is no product, no product, and no ideas, I don’t have in my head what I want to sell, right? Just because I love Hamsters, everything that has to do with Hamsters could be saturated, right? So I’m like, I have no products to start with. I have no ideas. I essentially might have no existing business. This is how I got started online on Amazon specifically. It’s like, I had a business, but not an online business.
[00:20:28.490] – Speaker 1
I had no products. I had no ideas. I had no online business where top down is going to be types one and two that I just showed you. Type two, because I already have an audience. So basically, I have an audience, which is very important. And I’m like working down that audience to sell them new products. Type one, because of the cost of getting started, I probably have to consider that starting at the top, because I’m going to have a lot of capital and working my way down. If I don’t have an existing product, I’ve at least got a team and infrastructure to support very, very heavy operations, right? And because it’s competitive, you still have to have a product differentiator. So, like, even Brandon talks about he has to start with the product first. And it has to be the best product on the market for specifically the keywords he’s going to attack, make it work. These are top down approaches where mine is a bottom up approach. Now, if you look at the order of selling, right? You’ve got find a product or find like a keyword opportunity keyword. Then you find a product, then you launch, then you scale, then you create an entire brand around it.
[00:21:54.450] – Speaker 1
So find keyword opportunities, find a product to backfill those keyword opportunities, launch it, scale it, brand it. Now, the order of this can vary. So, like, if I’m in the number two bucket that I talked about, like the Amy Wiese I love, Hamsters or whatever, she already has a brand. So what she’s going to do is then skip down and she’ll find a product. She’ll try to find keywords attached to it, then she’ll launch, then she’ll scale it. Brandon, he has to have the best product. So it’s a brandable product. He’s got a lot of money. He is more in like, product, then keyword, then launch, then scale. Does everybody follow what I’m saying here between top down or bottom up? And does everybody understand what I mean by this kind of order of the things that we have to do? The finding keywords, finding products, launching, scaling, and branding? Anybody have any questions on that before I keep going? Or anybody agree? Disagree? I’m seeing messages, but you all feel free to speak up. All good here? Okay, perfect. Look, I’m not saying that these methods don’t work. I’m not saying that Brandon Amy are wrong.
[00:23:09.940] – Speaker 1
That’s not at all what I’m saying. I prefer number three because there is a lower risk here. There’s a lower risk for testing, getting started, spending a lot of money. There’s a lower risk for what if my brand falls apart? Or what if my entire niche gets saturated? I used to sell stuff for chickens. The niche got saturated. I had to back out. So essentially what I do and kind of like my roadmap and then I’ll get to keywords here in just a second, I promise, is I will take I’ll do what I’m about to show you, and I’ll find a product. Okay, I’ve got a product and this product I’m essentially selling online. And then I keep looking around and I find another product, and I sell it. And then another product and I sell it. Now, these products can be completely unrelated. They don’t have to be in the same niche. They don’t have to be in the same category. They don’t have to be under the same brand name. Basically, what I’m doing is I’m going wide instead of necessarily going deep. Well, actually, let me do this. Deep should be down, right?
[00:24:14.520] – Speaker 1
Instead of going deep. So what I’ll do is and I kind of figured this out by accident, but now I’m finding a lot of people that are succeeding the same way I have these products that are unrelated. Well, one day this product is going to have something similar to it that I find. So for me, that was chicken products. And then this other product over here that was a cigar ashtray. I found a pipe ashtray and then a cigar roll and then cedar spills, right? And then I launched another product and another product, and then, oh, lo and behold, I found another product here that happens to match. Well, what I kind of figured out was once I get to like four or five products, now I have what I consider a catalog. Now I create the brand. Because the only reason to create and I’m not talking about good branding like good branding, your images, your listing, your kind of value prop, that’s always important. But when I think of a brand, I think of recognition. I think of I’m investing in social media, I’m investing in content. I’m investing in a killer website.
[00:25:13.420] – Speaker 1
I don’t believe you have to have all those to find your first product to start selling online. I think that they’re nice to have, but I only invest in them when I have a catalog of products that justifies a cross sell. Meaning if I have one product, and one of those examples that I talk about is a boot shoe tree, it’s a women’s shoe accessory that I never found another shoe accessory to go along with it, never even another woman’s fashion accessory to go along with it. If I had spent a ton of time with this one product, and I built out my social media, I built out my website, I built out SEO, I built out influencer marketing. I built out all these things, I would have stopped here instead of continuing to go wide, and I would have missed these big opportunities. Because the truth is, we only have so much time. We only have so much energy. We only have so much effort that we can put into what we’re doing. So if we’re not going wide but deep, we can get stuck in phases or stuck in brands or stuck ideas or concepts or product lines that aren’t going to move the needle much for us.
[00:26:07.150] – Speaker 1
Right? So if that’s the case, if we’re going to go wide but not deep, I like this bottom up approach because it minimizes my amount of time, energy, effort, cost, focus, staffing, frustration on one specific product that I’m trying to turn into one specific brand, and I can go wide. Makes sense to everybody. Perfect. All right. Brand registry is step zero. That’s a whole nother conversation. But no, I don’t really start that. Multiple Amazon stores. No, don’t recommend that. I can get into that later. Yeah. Matthew says this makes sense. Starting up an entire brand is expensive, so it makes sense to build a catalog first. I agree with that. Exactly. All right, so who can define a search engine? I would like for somebody to tell me what a search engine is. That’s the third item on my list of things I want to cover today. While someone is thinking about what a search engine is, I’m going to. Drink coffee out of my unicorn on a stripper pole. Coffee mug. Little bonus. Oh, no, I just messed up the thing on my screen. The fuzziness. What do they call that? Focus. Matthew’s got his hands up.
[00:27:30.940] – Speaker 1
Matthew, can you define a search engine?
[00:27:33.480] – Speaker 2
I’ll take a stab at it. I would say it’s an aggregator of information. I’m going to stay general.
[00:27:44.140] – Speaker 1
Okay. Speaking of unicorns, you want to say hi?
[00:27:48.080] – Speaker 3
[00:27:50.060] – Speaker 1
Good night, baby. Aggregator of information. Yes, but Encyclopedia Britannic is an aggregator of information. I wouldn’t call it a search engine. So you’re close. That’s like one component. Anybody else? Matthew? Matthew, since I said you’re kind of wrong, nobody else wants to volunteer the.
[00:28:15.290] – Speaker 4
System with rules for searching?
[00:28:21.640] – Speaker 1
Yes. I like the way you worded that. It’s a system of rules. It is basically data with an algorithm, which is a set of rules with which to provide relevant results. So it is a mechanism that allows data to be compiled to produce a result that is relevant to a user input. I don’t know if that is Wikipedia’s definition. I don’t know if that’s Webster’s definition, but that’s Tim Jordan’s definition. And for all intents purposes, it’s pretty close. So essentially what that means is there’s a catalog of data. If I go to Google, which is a catalog of data, there’s a catalog of data. If I go in and I type in to Google Nike shoes, hopefully it’s not going to show me the history of the Titanic like it’s going to show me Nike shoes, right? So a search engine is compiling that. Amazon is one of the top five search engines in the English language. It’s Google, Amazon, Google, YouTube, Amazon, Pinterest, and then a massive porn site, essentially, because people are going in, they’re typing in the search query fields what they want to populate as results. The top five traffic, those are there.
[00:29:38.960] – Speaker 1
So if we’re thinking about Amazon, we are thinking about the keywords that we need to be targeting that will populate direct results, relevant results with which we can sell. So a lot of you heard me say it before on Amazon, we don’t sell product, we sell keywords. Right? Because if I have the greatest product in the world, but I don’t have keywords that I can attach to it that people are going to look for, it’s never going to show up in search results. No one’s ever going to see it. Whereas if I have the greatest product in the world, if I have the greatest water bottle in the world, if I reinvent the water bottle, right? I reinvent the water bottle. But everybody knows to look for a BPA free water bottle, and there’s already 500 other people selling a BPA free water bottle, and they have already outperformed me on those keywords. If people are looking for BPA free or hiking or running or climbing water bottle, whatever, even if I have the best water bottle in the world, people are going to find it, right? So people need to be looking for it, but there needs to be an opportunity for us to sneak in and capture relevancy on those keywords.
[00:30:45.450] – Speaker 1
Now, the Holy grail of selling on Amazon is search engine. I’m sorry, search page results, meaning I don’t care about BSR, I don’t care about categories. I don’t care about rank. And I know that ruffles feather because people live their entire life looking at Amazon’s ranking their BSR. I don’t really care about that because within a catalog, it’s too vague and it’s too random. What I care about is when people are searching for a product that mine is a very relevant fit for, does my product show up if I’m selling a water bottle for running or an outdoors water bottle? I want to know that when people type in outdoor water bottle or water bottle for running, that my water bottle shows up on page one. Because if that’s the case, if I can do that, then I’m getting essentially free exposure for my product. People are going to see that. Now, if you’re not on page one, of course you can run PPC Edge. You can do all sorts of things to Rank, but we do all those things to Rank to get to page one. So if we think about what a search engine is, search engine, data, catalog, inputs from the users, the shoppers, the browsers, whatever, the whole game about winning on Amazon or any marketplace, walmart, Etsy Ebay is we want to be on page one for those search results.
[00:32:04.060] – Speaker 1
Now, a lot of you in this call have failed products. You have products that you tried to launch. We had products that you thought you wanted to launch, and you just couldn’t pull the trigger because it was a giant duster. I have so many failed products, folks. I once thought that I was going to sell a cleaver. I thought I was going to sell the greatest cleaver in the world. It’s heavy. It’s a rosewood handle. It’s super nice. Still sell it, but the sales on it suck. My problem was, even though I had the best cleaver in the world, everybody was selling knives, and it was so hard to compete with it, right? So what I started to understand and what everybody is starting to understand now, I guess, is that the key to all this is not just to have the greatest product, not something that we want to sell, right? Like, I’m littered with those stories of failures. What we need to find is a keyword opportunity. And if we find that keyword opportunity, we don’t have a ton of competition. People are going to find us. We’re going to page one easily.
[00:33:06.410] – Speaker 1
That’s why I like this bottom up. I like this go wide, but not deep approach. Because the truth is, most of the products that we are passionate about, nobody cares about. Okay? And what I mean by that is, or I shouldn’t say nobody cares about Amazon, doesn’t care about them. If you think about products that you use every day, a coffee cup, kitchenware, an exercise band, a steering wheel cover, water bottle, like a pet food bowl, like, I’m just thinking of all these things laying around my house. I know what those are. There’s 800 million sellers. Amazon doesn’t care if there’s a new one that comes on the scene in a bottom up method of selling. Now if I have a pet food bowl that gives back to 18 different dog shelters and I have a giant follow that’s not what I’m talking about. Bottom up. The best bottom up products that I have ever sold are things that I probably did not know existed until I actually started researching. That’s why I say that when I come to with this kind of yeti principle type selling, you come with no ideas, no notions, no preconceived plans for brands.
[00:34:16.770] – Speaker 1
You just completely open up your mind and you go out there and you find these opportunities. Now if we can find an opportunity and an opportunity is something that people are looking for that we can rank easily on page one and that doesn’t have a huge cost of launching, then everybody’s excited about that, right? Yeah. Okay, so what I would like to do would any of you like to see an example of what that looks like? I’m going to keep going, but I want to actually show you that where I’m going. I have a point here. So maybe if we show a sample of that, then that will help as I walk through the rest of these steps, kind of make sense. I’ll show you the end point and then we’ll figure out how I got there, if that works for you guys. Stand by. I’m about to do a screen share, but I need to get something off of my screen. Let’s see. Okay, so I’m going to use most of you are familiar with keyword research tools, right? Keyword research tools are helium. Ten zoof Jungle Scout viral Launch. Used to be Seller app.
[00:35:54.100] – Speaker 1
These are the tools that basically break into the back end. I shouldn’t say break in. That’s terrible wording. And my Amazon rep would hate for me to use that word. They have their own internal algorithm that estimates search volume of keywords and connected relevancies of keywords based on multiple factors within the Amazon catalog. So what this does is means that if I go in here and I type I’m not going to get too deep into this, but hear me out for a second. If I go in and type a keyword, like running shoe for men, you guys can see my screen, right? The zoo. Okay, what it’s going to do? Is it’s going to tell me how many results there are? That’s great. But mostly what it’s going to do is it’s going to show me or what I’m looking at is the search volume. It’s showing me from the highest search volume to the lowest for what it considers to be related to running shoes for men. So again, the search engine is saying running shoes for men. Oh, that’s Nike shoes. Men. That’s men’s shoes. That’s adidas shoes. Men shoes for men, nike shoes.
[00:36:59.600] – Speaker 1
Running shoes for men is the keyword that I put in. You see that these are all relevant, right? So it’s scraping it. So essentially what’s happening is this tool is coming in and it’s saying, hey, we’ve got 446,000 people a month searching specifically for this, 306 specifically for this. Now, what did I put? Running shoes for men. 115,000. Great. Now, that’s a lot of search volume. I don’t care about that because Nike shoes for men I obviously can’t sell, right? And man, I bet Adidas would be embarrassed at how many more people are looking for Nikes in Adidas. It’s crazy. All right, I told you. I’d show you a great example. Watch this. Okay, so grass wall backdrop. This is one that I found like three years ago. For any of you that were in the old Centurion League. I’ve used this example before. What’s crazy is I researched this a week ago for the workshop I did in London, and it’s still the same opportunity, but bigger. Check this out. A grass wall backdrop is and I’ll tell you how I found it. It’s essentially like these twelve inch by twelve inch tiles that go on a wall, and people want a green wall, right?
[00:38:10.140] – Speaker 1
So related walls or related keywords? Grass wall panels. Flower wall, backyard deck or grass wall panels. Now, I specifically said a grass wall panel. So it’s trying to show me or a grass wall backdrop. It’s trying to show me related keywords. But some of these don’t matter. It’s not a wall pan. Like I want very relevant grass wall. Yeah, that seems pretty relevant. Wall panels, not relevant enough. Flower wall, not relevant enough. Backyard, no, but grass wall panels, grass backdrop wall. You see, if I’m looking specifically at just the ones with grass, I can aggregate this. I’ve got 26,000 searches for grass wall. I’ve got 13,000 for grass wall panels. I’ve got 9000 nearly for grass backdrop wall, another 4000 for grass wall backdrop. You guys see what I just did there? I skipped these ones that weren’t super relevant. Is a grass wall backdrop a greenery wall? Yes. Just like saying a spoon is cutlery. I don’t care about that. I don’t care about plant wall. It is a plant wall. But what I’m looking for is specific to grass. Now, if I go to grass wall or more specific grass backdrop wall and I open this on Amazon well, first let me show you this.
[00:39:30.500] – Speaker 1
Even this tool is telling me that there’s 202 competing products for this keyword, okay? Anybody know what that means? What does competing product means? It just means that there are 202 keywords that are indexing or listings that are indexing for this keyword. That’s what it means. It means that it identified at least 202 that have showed up. Sometimes it maxes out based on category. 10 00 60 00 90 00 Flower wall 9000. Good grief. Grass wall 2000. I’m going to prove to you that this is bogus. And what’s great about this is there’s a lot of software that tries to find the difference, the delta between search volume and competing products. And if it says, oh, there’s only 8000 searches but there’s 202 competing products, there’s not enough meat on the bone for everybody. It’ll say this product is not necessarily good. I love when that happens, because what software doesn’t do is it doesn’t show relevancy. Great. Yep, abdallah said it relevancy. So watch this. If I hit grass backdrop wall, I’m going to go past the sponsored ads and I’m going to go straight to the first organic ads. Anybody notice anything interesting here?
[00:40:54.660] – Speaker 1
Think relevancy. Jerome says price variations. No, not pricing at all. What keyword did I look for? Grass wall backdrop. Now, if someone types grass wall backdrop, what do you think they’re looking for? A grass wall backdrop. This is leaves. This is boxwood. I’ll come back to this in a second, but check this out. If I open this up, folks, I’m sorry, but this is not grass. This is leaves. Makes sense. Now, if I look at their title, it says grass backdrop. All they’re doing is they’re indexing for those keywords because some software has told them, oh, there’s a keyword opportunity here and that’s why they’re indexing for it. But just because they say it, doesn’t mean that’s not so in this entire first page result of grass wall backdrop, which has grass wall panels, let’s say yeah, grass wall panels. I’m going to go this one just because I think I want the grass backdrop wall. Yeah, grass wall panels, same thing. I go past the sponsored ads, what do we not see? Grass. Guys, this is not grass, this is boxwoods. Now? What if I’m crazy? What if I’m sitting here telling you, hey, there’s 26,000 people looking for a grass wall, there’s another 12,000 looking for grass wall, and then there’s another 9000 looking for grass wall.
[00:42:49.690] – Speaker 1
Does anybody here think, hey, maybe Tim’s crazy, maybe they’re calling it grass, but they don’t know that it’s actually boxwood. Maybe that’s what they’re looking for is those shrubbery walls. Anybody think that might be the case?
[00:43:06.360] – Speaker 4
[00:43:07.880] – Speaker 1
Okay, what is a fair number of people that are making that mistake? What if half of those people are dummies? What if half of them are dummies? Okay, what if 75% of them are dummies and they’re saying grass when they don’t actually mean grass, they just mean greenery or they mean shrubbery or they mean bushes or they mean something. Let’s just assume, and I know this isn’t the case, let’s assume that 75% of these people are idiots, okay? They don’t know what to call it. Somebody do some math for me. We’ve still got 20, 612. So we’re at 38, we’ll round up to 39. Round up to 40. 39, 38, yeah, 39, 49. I mean, just looking at grass does it grass wall backdrop, 4000. Grass backdrop, another 4000. I’m not even looking at these kind of irrelevant ones, I’m just looking for grass backdrops. What did we see there? Back of the napkin math, 60,000 searches. 70,000. I think it was like 65 or 70,000. Okay, so I’m pulling up my fancy calculator here because I suck at math in my head. Let’s say 70,000 searches times zero point 25. Even if, even if 75% of the people that are looking for those very specific keywords, long tail keywords are dummies and calling it grass but want something else, that still leaves over 17,000 people that are specifically looking for a grass backdrop.
[00:44:55.900] – Speaker 1
Everybody follow what’s happening. I know the number is not that bad. It can’t be that bad, like it can’t be that bad. But even if it is that bad, of 75 people that are literally typing grass, they’re not looking for greenery backdrop, they’re not looking for greenery wall. They’re literally typing grass backdrop wall. 75. That’s still 17,000 people that are looking for something. And the search is consistent. Look at this summary. It goes way up. And folks, they’re not finding it. They’re not being offered a grass version. Watch when I scroll, it’s all the same thing. It’s all the same thing. It’s all the same thing. It’s all shrubbery. Page two, same thing. Now again, people are putting that keyword in here, grass wall panels. They are, they definitely are because they know that it’s a keyword with space. Now watch this. If you guys think I’m nuts and people don’t know what to call it because nothing else exists, then why on earth can I put the exact same keyword in here and I find differentiators, I find different things and eventually I find actual grass. So on page one of Alibaba, I can actually find grass.
[00:46:42.000] – Speaker 1
There’s not much of it, but there’s enough to get samples and there’s enough to actually buy it, right? So people can find it. In fact, somewhere around here I’ve got samples of these stupid things. What was that? A lot of boxwoods, kind of the same thing. But my point is I can still find the grass ones in here that I can buy, which is pretty cool. So here we go. This looks like something a little different. It rolls up. But long story short, they’re going to see what I mean by like even assuming people don’t know what to call this thing, there must be people that are looking for grass walls and they’re not being offered grass walls on Amazon. Everybody agree with that? Now I would have launched this three years ago except I have shared this with 200 people. Still nobody. This takes launched it. I think everybody’s like, oh, if Tim shared it, it’s getting too competitive. But here’s what’s cool. Using these same methods, three years ago I found this product and it’s still an opportunity. Now what we’re doing is not some fly by night seat of our pants. It’s not like some method that just dissolves and disappears.
[00:48:11.320] – Speaker 1
And it also helps us understand that there’s not always a scenario where everything becomes competitive. Like some of these products just stay good for a very long time. For years, for years and years and years. So don’t get discouraged. Don’t think that, oh, if I’ve been looking for my first product and I haven’t found it yet, that you never will. These products have been sitting around for years. They just have to be found. The best products that I’ve ever sold folks, were not kitchen knives. They were super random things that I didn’t know existed that I found. Like this, these grass wall panels. And I happened to just find those and they happened to work. Now let’s talk about going back to my screen real quick. We’re going to talk about identifying opportunity and then what is high search? So I just showed you like an example of identifying an opportunity. Right. Everybody understands what I mean based on keywords, what people are looking for, they’re not finding. Anybody have any questions or thoughts? Let me pause. Jan says, does that mean when people search for grass, it’s not what they mean and they wouldn’t actually buy it?
[00:49:25.010] – Speaker 1
No, I think that it means that people are looking for grass. Like if people type in men’s running shoes, they want men’s running shoes. Now if people don’t know what a garlic press is, and they call it a garlic squisher, that’s why there’s keywords for garlic squisher. But even if we said a factor of a 75% error, there’s still 17, 18,000 people looking for this. And you can’t find it on Amazon. Now the samples that I got for that, you guys saw the price points. The samples that I got, I could buy a panel for twenty two cents and they were good. So I could do a twelve pack for a few bucks, landed FBA, cost $10 and people were selling them for 60 and $70 a set for the box woods. Surely I can do it out of the grass too. Like there’s plenty of profit margin left there. So yeah, I think that as Jan said, so theoretically it would be a good product. It’d be a great product. I still haven’t launched it because surely someday like 18 people that I’ve shared this with are going to launch it and it’s going to be competitive.
[00:50:23.560] – Speaker 1
So Jesse says, so a customer would buy it off Amazon if they wanted the grass panel. Yeah, and here’s what’s cool. Amazon is struggling to find that product. Right? Let’s talk about those competing products. If I go to Amazon and I find let’s just say I’m looking for something that doesn’t exist, let’s say unicorn, I’m sticking with a unicorn. Unicorn powder football. Do you think anybody on Amazon selling unicorn powder football? Anybody? But you know what? I can get no. The answer is no. Nobody is selling unicorn powder football. I just made it up. But I can guarantee Amazon is going to show me something shocking. Now, I guarantee that none of these have unicorn powder in the listings. Odor Eaters does not have unique. Amazon is struggling so hard to find something that it’s showing me stuff that I wasn’t even looking for. They’re like, hey, we want to make a sale. Let’s give them an option. So going back to what Jesse said, so a customer would buy it off of Amazon if they wanted a grass panel? Yes, and not only that, you should be able to index and rank, because remember I said that the Holy Grail is getting to page one, position one.
[00:51:52.430] – Speaker 1
Somebody is in page one, position one for unicorn powder football without even trying. Now, with the boxwood panels, people are putting those keywords in their title of grass wall panels, have to compete with them, but it’s not actually a grass wall panel. So people probably aren’t converting really high on that keyword. Those listings aren’t converting really high on those keywords. So if people are faking their keywords to rank, and if there’s 70,000 people that are searching these keywords, but none of the listings are actually truly focusing on what those keywords are, it stands to reason that Amazon would be desperate to find a match, a true match, right. That gives us an opportunity to rank because we have what people want. If I threw some dirt in a brown paper bag and shipped ten of those to Amazon, and I called my listing unicorn powder football in my title and in my bullet points and in my description, don’t you think that I would immediately rank page one, position one for unicorn powder football? Yes. Because I’m trying. So my point is, when we find these products, it’s not just, hey, we’ve got the option, but Amazon wants to rank us because it’s ranking products that are unrelated.
[00:53:06.570] – Speaker 1
They’re at least unrelevant not completely relevant because they don’t have a better choice. Grayson says how’d you come up with brass wall as a starting point to research? I will get to that tonight, I promise. Bear with me. Rachel says, should we be also should we be also using as many keywords as possible that are relevant? Yes and no. That’s kind of a longer conversation, but yeah, that are relevant. Yes. So I told some of you, like, if you have ten listings, if you have 20 listings, 30 listings, and you’re maybe listening to me ramble, and you don’t even want to launch a new product tomorrow, that’s fine. What I’m talking about should alter the way that you optimize should alter the way you optimize your listing for relevancy. Gus says, so the opportunity here is that you don’t need to be on page one to sell? Well, it depends on page one of what, because if I am selling unicorn powder football, I don’t have to be on page one for football. I just have to be on page one for that specific keyword that people are looking for. If people are looking for it.
[00:54:06.010] – Speaker 1
Right. Let’s see. Jesse says, if I use Google as a search engine for something extremely specific, it will say, no results. In contrast with Amazon, which always has something to show up. Yes, exactly. Because Amazon makes money when they sell a product, so they’re doing their best to show you something. All right, any questions before we move on? Any thoughts? Nada.
[00:54:39.140] – Speaker 3
Hi, Tim. This is Rachel.
[00:54:41.240] – Speaker 1
Can you hear me?
[00:54:42.100] – Speaker 3
Rachel, how are you? I just have a couple of questions, and again, I’m a new seller. So when we are talking about just inputting the basics of keywords for our products as we list them, I guess my question would be, let’s say I’m also on Helium Ten, and I see 20 keywords that are relevant to a very broad product. So I pick the keywords. Two questions of that. Do I put in each word in just, like, a space and then go to the next word? And does the first word have more meaning than the 20th word? How does that algorithm compare in its own product? Does that make sense?
[00:55:37.960] – Speaker 1
And that has more to do with optimization than keyword research. But I will say that when you’re doing your keyword research, the same thing applies. Like, if you have 20 of those relevant things, 20 relevant keywords. What I’m looking for specifically for product research is a ton of competitors that maybe optimize well for that listing but don’t have that exact same product. Right. So they have optimized, but it doesn’t mean they’re competing. So that goes to answer your question, is, like, yes, you can do that to optimize. You can put the same keywords in. You don’t necessarily have to put, like, running shoes for men. You don’t have to put running shoe for men, right. Or men’s running shoes. If I have running shoes for men, I don’t have to put in men’s running shoes because I’ll still index for that. Right. You don’t have to duplicate and repeat all of those. But people will do that sometimes to try to hack the system. It makes the listing look ugly, all that good stuff. But when I’m looking at keyword research, what I’m looking for is not just which 20 of those will go on my listing, but I’m thinking which 20 of those are super relevant, and each one of those, I want to go and look for competition.
[00:56:44.290] – Speaker 1
So, like, on the grass backdrop wall thing, I will look at all nine of those relevant search terms and see if there’s a bunch of competition on those. Does that make sense?
[00:56:54.670] – Speaker 3
It does. I understand, because I think the more that we pare down to the details and the meanings behind these keywords, the more successful we’ll be. You raised a very interesting point with the scenario that you just showed us. Kind of looking out of the box, at least for us new sellers. That’s new to me. So, yeah, that was good.
[00:57:18.520] – Speaker 1
Thank you. Perfect segue into identifying opportunity. All right, let me think about this. What’s the most busy intersection in the world? Isn’t it that intersection in Japan that everybody takes pictures of and videos of, like, 3000 people cross this intersection every three minutes? Or some ridiculous thing? Right? Everybody knows what I’m talking about. Let’s just say heavy populated area, downtown Tokyo. If I am selling children’s soccer cleats, would I be better off standing in the middle of that intersection where 3000 people every three minutes walk past trying to hawk my kids soccer cleats? Or to stand in a parking lot of a soccer complex that only has five and six year old kids? There’s a lot less people. But I’m selling soccer cleats in a parking lot where everybody in that parking lot is buying soccer cleats. Which intersection would I rather be in?
[00:58:23.980] – Speaker 3
Probably the latter. If you get to the point where you start a brand, then couldn’t you kind of be in both arenas?
[00:58:35.120] – Speaker 1
If I’m standing in the busiest intersection in the world in Tokyo with kids soccer cleats, one in every 10,000 people are even going to look at me.
[00:58:44.500] – Speaker 3
[00:58:45.620] – Speaker 1
Think about how much energy, how much effort, how much exhaustion you have. You have to have all sorts of options. You’re getting beat up by crowds. You’re getting run over by cars. You have to stand there nonstop 24 hours a day to try to sell a few shoes. Where I could show up on a Tuesday afternoon, sell a few pairs of Cleats, and go home and sleep for 24 hours and show up the next day, sell a few pairs of Cleats. You see what I mean? Just because there’s large search volume, there’s a lot of traffic, that’s where we need to sell. And we make that mistake in our product selection and also the way we optimize. So you’re talking about there’s 20 keywords for this product. Should I optimize for all of them? I don’t know. Pick the most relevant ones because we as humans only have a certain amount of units of effort within us. That’s it. We can only do so much. Now, would it be cool if our brand was on the billboard at Times Square? Yes. But if I’m selling, I don’t know, something random, a grass wall mat, a grass backdrop that goes on the wall.
[00:59:52.040] – Speaker 1
I have spent a ridiculous amount of money to put my product on that billboard at Times Square for that same amount. Of money, I could have launched 50 other products that might only sell 1015, 20 units a day, as opposed to trying to hit one viral moment where I sell 5000 units a day of this grass backdrop wall, and then it disappears. Right? So because we have a finite amount of resources, I prefer to sell my Cleats in the parking lot of the kids soccer complex for a couple of hours a day, and I go home and I rest, right? Because I will get more sales with less effort than this giant thing that we’re doing. So when we look at keyword research, we get greedy, right? And we think that going into my identifying opportunity. We think that we need to be selling products, either selling products or optimizing for products that are ridiculously high search volume. So I’m going to use my keyword pyramid. Let’s say that we were going to sell kids soccer, please. This pyramid, this triangle represents that product. It is a shoe with spikes on the bottom with which a child would wear to play the game of soccer.
[01:01:20.380] – Speaker 1
What do you call that? Probably a kid’s. Soccer cleat. Right? Actually, let’s just see. Kids soccer. Cleat let’s see what the most common keyword is. Soccer Cleats. Cleats soccer shoes. Soccer Cleats. Boys kids soccer cleats wow, I was really close. Did I say? Kids soccer. Cleats and then below that would be Cleats for kids. I’m skipping the boys and girls youth Soccer Cleats. All right, so kids soccer. Cleats Everybody following me. That is the most searched, super relevant keyword to represent this shoe. Now, as we get lower on the pyramid, we’ll see other keywords. It was going down that list. It’s children’s soccer, Cleats. It’s youth soccer, Cleats. You can get all the way to the bottom of this pyramid where there are keywords that are still representing this product that are, like, hyper specific but low search volume. Soccer Cleats. Toddler 791. Soccer Cleats. Youth 743, size 5663 now is a oh, that’s baseball. But you get what I’m saying? Would a soccer shoes, kids with 731 be still the same item as a kid’s Soccer Cleat with 21,000, yes, they’re representing the same thing, right? Everybody agree with me. But where one has 701, has 21,000, this being the 21,000 search, and this the 700, the 800, the 400, the 600, everybody agrees that they represent the same product.
[01:03:34.720] – Speaker 1
What happens is this is one page to rank on if I’m going to sell this device, this thing that goes on your foot, if I’m going to sell it as a kid’s soccer Cleat, I have to compete more heavily to rank on that keyword because it’s higher search volume. It’s more competitive than these very specific ones. Now, what if I wanted to sell kids soccer Cleats? Like, what if my product was a kid’s Soccer Cleats? That was, I don’t know, neon green. If people were searching for kids soccer Cleats neon green I don’t really care if I’m selling for kids. Like, I don’t have to sell kids soccer cleats like, that’s aspirational. But if there’s enough people, if there’s six, 7800 people a month that are searching for green kids soccer cleats, soccer kids neon green or soccer cleats, neon green child soccer cleats, neon green child soccer cleats. Did I just come up with a product opportunity? If I could aggregate all these smaller keywords that still represent a product and there’s no other neon green ones on Amazon, I don’t necessarily care about kids soccer cleats. I’m selling a neon green one. The wall backdrop.
[01:04:51.630] – Speaker 1
There’s all sorts of topiary wall backdrops, boxwood greenery backdrop, wall panels. You saw I skipped over those. I was looking specifically for grass because I knew that’s where the opportunity was, right? So the mistake that a lot of us make is we think that we have to sell a product with one keyword with 100,000 searches a month. Here’s the problem. We are late to the game, folks. If we think that there is a product with a very relevant keyword of 100,000 searches and there’s not a ton of people selling that already, we’re crazy. That was 2014. That was 2015. You could have put cat turds in a brown paper bag and wrapped some duct tape around them in 2014 and sold them for whatever you wanted to, and people would have bought it. Like, those are the golden years of Amazon, right? So now what we have to do is we have to go find these riches and the niches we have to dig down here. But this is actually a good thing. One is I said this really high volume keyword. It’s going to have a lot of competition, and we’re competing for this same position.
[01:06:05.500] – Speaker 1
What about these, these hyper relevant ones? I told you, the Holy Grail is page one, position one. Every one of these products is a new opportunity. Or every one of these keywords that represent the same product is a new opportunity for page one, position one. So I can rank page one, position one here more easily. Easily, easily, easily. And although this has 100,000 searches, maybe.
[01:06:28.020] – Speaker 3
All of her.
[01:06:35.860] – Speaker 1
Sorry, no obelispanol. That was yet to mute yourself. My point is this might have 25,000 searches when you add all these up. So what I like doing is I like selling products that can be represented by multiple smaller keywords as opposed to only relying on one massive keyword, massive search. Now, the other thing that happens here is cost. So my PPC cost per click, pay per click on these keywords is typically much smaller than up here. So even when it goes to ranking and launching, there’s a lot of big opportunities. Does that make sense? So what is when we’re looking at identifying opportunity, we want high search versus low competition. I’ve made that statement. This is the mistake we make. We think that high search is higher. Sammy, I’m there we go. If we’re going to find a product that we want to make money on, we don’t necessarily need to find products with 50, 60, 70,000 searches a month. How many products do we need to sell? Well, for me, if I’m selling a product that’s much less competitive than what everybody else is selling, I’m the only guy with the grass Walmart that’s actually indexing and selling.
[01:08:09.390] – Speaker 1
My profit margin can be pretty high. Let me give an example. Watch this. Here’s another example. I told you I sold a women’s shoe accessory. Now, I sold this brand several years ago to an aggregator. A few years ago, I should say. But this is what it was. It was this product like this. Now, I know this shocks most of you, but I don’t wear a lot of women’s boots, right? Shocking. Andy is like, I’m not sure about that. Tim, I’ve seen you in the not true. I found these things in a market in China, and they were my landed cost to land a pair of these at FBA. A pair. So two of them, and what they do is they go down in women’s tall boots to hold them up in their closets and don’t fold over and crease the leather, right? I could land a two pack of these in FBA in the US. So I bought it, I shipped it, I imported it, I packaged it, I stickered it, shipped to FBA for ninety cents a pair. Do you see the price on these things? I was selling mine for 24 99 a pair, and eventually I dropped down to 1999 a pair.
[01:09:34.960] – Speaker 1
I made a lot of money on these. My landed cost was $0.90 with FBA fees was about $4. I was making about $15 every time I sold a single set. Nobody cares about these things, right? This is such a small niche product that nobody knows what it is. Most of you looking at it are like, what is that thing? This isn’t a common product, right? The search volume among ten keywords was only about 6000 searches a month for bootshoe, tree for women bootshoe tree for tall boots, tall boot stabilizer, tall boot support, relevant keywords. On an average day, I would sell 35 pairs. 35 times 15 is $525 a day. Anybody want $500 a day profit? Now, what’s crazy is people thought I was crazy. Like, Tim, why would you sell a product that only gets 20 sales a day? 30 sales a day? Well, because my profit margin is ridiculous. And I can just go launch another one and another one, and another one, and another one. Go wide but not deep, right? So all you need is five boot shoe trees and you’re making $2,500 a day. A freaking day, people. Winky says, I love weird products.
[01:11:02.540] – Speaker 1
Winky with a name like Winky saying you love weird products perfect. Seems so applicable. So I don’t even know you and I’m kind of picking on you, but I love your name. It’s awesome. Philip says under the radar. Exactly. The example I use is of planes. And Andy is like, oh, my gosh, here comes Tim’s plane analogy again. He’s heard it 8000 times. But I’m like a plane nerd. Last year, I flew over 500,000 events, masterminds networking events, whatever, all in the Amazon ecosystem. And I’m a plane nerd. When I go to the airport, when I’m flying through a big airport, I can look at a plane, and I know exactly what model that is. I know how many passengers sit on it. Like, I know I’ve become a nerd. My favorite plane in the world right now is that Airbus A 380. It’s that giant, two story, double decker, massive jumbo jet that is like an engineering phenomenal. Super cool. When I go to the airport, I love looking at those things. I love watching them taxi. I take pictures of them like I’m just a nerd. Well, here’s the thing. When they came out with those planes, airports literally had to build new infrastructure just to handle them.
[01:12:16.340] – Speaker 1
Brand new infrastructure just to handle them. And it was expensive. It takes a lot of fuel. Are they glorious to go up? Yes. But for the same price of one a 380 flight, I can buy, like, 75 small Cessnas. And those Cessnas fly under the radar. Nobody’s paying attention to them. But when I add 70 or 80 Cessnas, I can carry a lot of people. If one Cessna goes down, sorry, four people died. Not a big deal. Just like if one listing that we haven’t encountered put our entire life savings on goes down, it’s not a huge deal. But we’re moving a lot of those Cessnas, and they’re cheap, they’re inexpensive, they’re easy to take off and land, and they carry a lot of people. So my point is, with products I like these super, they don’t even have to be weird, but these things that aren’t highly competitive, but are very profitable. Very profitable. But I can launch 15 or 20 of these, and I can make $3,000 a day without being in a super competitive right. So when we go back to this point identifying opportunity, high search versus low competition. And what is high search?
[01:13:32.460] – Speaker 1
Oh, look, it was in my analogy, what is high search? Or in my agenda, high search only has to be 34567, 8000 searches a month combined among multiple keywords. Now the grass walmart has 50,000 searches. 60, I think we said 70,000 searches. That’s like high end. Like, that actually starts to scare me a little bit. But those items with the six, seven, 8000 searches a month based on four or five different keywords, or six or seven or eight keywords, I love because they’re not getting picked up by software. They’re flying under the radar. People think, oh, this isn’t worth my time. As long as there is higher demand than the competitive landscape. So when I say high demand, low competition, what I mean is, like, we feel good about this because it looks like there’s a good opportunity, and there’s never going to be a magic button that says, yes, this product is going to succeed, right? It’s never going to happen. I’ve got another YouTube video out there that talks about the Marfan Syndrome. Go listen to that. The short version is, there’s a medical condition out there called Marfan Syndrome that there’s no DNA marker, there’s no test, there’s no genetics test, there’s nothing.
[01:14:50.070] – Speaker 1
There’s a questionnaire. And that questionnaire has, like, 70 items on it. And if 50 of those conditions apply to somebody, then the doctor will say, hey, you hit 50 out of 70, we’re going to assume that you have Mark Band syndrome. We’re going to say, we’re reasonably sure. We’re going to treat you as if you have Mark Fan syndrome. It’s the same thing here. We’re never going to get a true indicator that say, this is the right amount of demand versus the right amount of competition. We’re going to look at all these indicators and say, hey, I feel like this is a Mar fan here. And all of you did that earlier. You looked at it, you said, Holy crap, Tim, there’s 70,000 people searching for this. Let’s say 75% of them are idiots. There’s still 17 and a half thousand searching for this. Nobody’s selling it. Like, we all kind of agreed, like, wow, this is probably a cool opportunity, right? I can’t say for certain, but we get really sure, or we get really comfortable. I should say. Cessnas and Airbuses. I talked about long tail versus short tail, the pyramid. The more relevant is the longer tail.
[01:15:55.250] – Speaker 1
Like, the more relevant you get with your keywords, the less search volume per there is. But you can go long tail and you can have a bunch of keywords that represent the same product, and you can aggregate for a lot of search volume. All right, let’s pause. Any questions now? Wanda says my link didn’t work, but she made it. We’re sorry, technical difficulties. I don’t know what happened. We’re using a system that’s supposed to send all of you automatic links, and it didn’t work great this time. Sorry. We’ll get better. I’m pausing. Any questions? Alex says, wouldn’t it attract other competitors to get in the market? It might, if they find them. But what’s really cool about this is this is manual searching. Like, there’s not software that does this on autopilot. It’s not super easy. So most people are not going to find this, like, this grass walmart. I’d literally like Wanda, who just made fun of my broken link. She saw me give this example three years ago, and there’s still not a single person doing it right. Jan’s, ready to find out how I found the grass panel? I’ll get there, I promise.
[01:17:05.870] – Speaker 1
Stand by. But any other questions before we keep going. Talking about search volume, high versus low, long tail versus short tail keyword position. Go for it.
[01:17:19.250] – Speaker 4
Yeah. Sorry. I think I’m getting very close to an AHA moment here. But just to make sure I get that when you have a specific keyword that you have that sweet spot you’re describing, then it makes you find the product relative to that keyword. And then it’s easy to market within Amazon, for example. But if you have that grass panel, then all the search engine knows is the description, the titles, all the keywords on the other products that are not really grass. So you’re really competing with products that are not like yours. So it’s really hard, in my opinion, or maybe I’m missing something for you to rank on first page for grass panel. How can you do that even if you’re the only one with real grass panel? My other question is, if that’s the case, then all you have to do is rank for page two or three for grass panel because you’re the only one with real grass. Then you capture that consumer. Is that correct?
[01:18:30.630] – Speaker 1
We sound like a bunch of drug dealers. I got the best grass man. All right, I understand what you’re saying, and I kind of agree a little bit. It sounds like what you’re saying is, Tim, you’re telling us that sell and we rank for keywords, not products. So even if we have an actual grass one and all these other people are also saying grass, doesn’t that mean that they’re actually true competition? Like, this guy literally calls himself he’s page one position for artificial grass wall panels, right? That’s what you’re saying? Grass, backyard, wall panel, same thing. The thing is, check out his listing. He does say grass wall panels, but what else does he say? He says a lot of other stuff. Boxwood hedge, boxwood panels, hedge, zip ties, green color, greenery, polyethylene. By the way, folks, don’t ever put polyethylene in, like, your material. This is so dumb. Indoor outdoor decoration. Like he’s keyword stuffing, balcony, living room, office, work area, patio, privacy porch, fencing yard, walkways. Yes, he has wall panels, but he has so many other things that Amazon is confused as hell what he’s selling. He’s not hyper focused. And the Amazon algorithm has gotten pretty good.
[01:19:53.150] – Speaker 1
If we go in and we create a listing that literally just says brand name, grass wall panels and a couple of other little things in there that are very relevant, amazon will figure out that we are the most relevant one. Like, Amazon is filtering out keyword stuffing. If I put it in my description, in my bullet points, which they have not done very well, if I put it in the metadata of my pictures, if you don’t know what I’m talking about, go research that. It’s super cool, right? Like, if I put in my infographics, which now they’re starting to index for you will outrank this guy. Just because he keyword stuffed a couple of those in his title doesn’t necessarily mean anything. Amazon will figure out that you’re the best, and the thing that fixes indexing better than your optimization is what? Anybody know? Like, how do you actually rank? Conversions? Yeah, conversions. That’s it. So this whole issue of, oh, these other people are also indexing for the same keyword. And that would title is a very temporary condition because let’s say you’re right. Let’s say that 20 people are out indexing and outranking me for grass wall panels.
[01:21:14.050] – Speaker 1
All I’ve got to do is get to page two, and I just need a few people to scroll past them, and Amazon heat maps that stuff, and they click on my listing first. Skyrocket to the top. Because if people that are looking for grasswall panels go past one page, two page and start clicking on mine, don’t even convert. Just click on mine. And then they start converting. Amazon blows you to the top for those keywords.
[01:21:38.370] – Speaker 2
Is this where, like, the honeymoon period for your listing would become super relevant? Where if you’ve got a hyper focused listing and it is exactly what someone who’s looking for a grass wall panel wants, amazon, at some point they’re going to give you a shot at being relevant. And so if you’re exactly what’s getting looked for, then that’s going to give you a boost beyond some of these other guys.
[01:22:03.290] – Speaker 1
Exactly. And Amazon wants us to sell. They want relevant ones. I think that eventually, if I were selling these, I’d want to be selling for greenery wall panels and topiary wall backdrops and all those things. But when I first launched that thing, I’m going to be so hyper focused and specific that Amazon know exactly what I want, and I’ll outrank those guys pretty quickly. Wanda. Yes. We’ll share the replay tomorrow. Grayson asked. I’ll run through these questions and I’ll keep going. Grayson said, did I run ads on Amazon for the woman’s Boot product to improve keyword ranking? I ran two weeks of PPC just to get it ranked, and that was it. Gus says, AHA, reached it’s. Amazing. Okay, got it. What was next? All right. Places to find opportunities. Jan is like, chomping at the bit, right? Waiting for her to say yes. Okay. She said wahoo. Close enough. It’s weird. Jan, you look kind of like the Mona Lisa. Weird. Uncanny resemblance. She’s my sister. You’re old. So there are multiple places that I go to find these product ideas, but what I don’t do is I don’t go to Amazon. And a lot of you are going to go like, oh yeah, dude, this is like no brainer.
[01:23:44.970] – Speaker 1
We’ve heard Tim and other people talk about this before, but we go places that aren’t Amazon. Amazon is slow. Like, Amazon is essentially indexing for what people are buying, not what people are looking for. So, as an example, this is one of my locations. I love pinterest. I love doing product research on Pinterest. I guarantee anybody. I can go to Pinterest and spend 2 hours and find a Yeti product. But I’ve gone to Amazon. I couldn’t find one in 6 hours or 8 hours. So pinterest being the search engine is not necessarily a purchase thing, but it’s more of an interest if my wife is laying in bed at night? No, that’s a bad example because it makes it seem like pinterest is all women if Andy Ackroyd is sitting on pinterest looking at fishing accessories at night laying in bed because he can’t sleep what he does is he’ll type in a keyword and he’ll say fishing accessories then he starts scrolling. Heat map. Heat map. Like Pinterest is checking that fishing accessories. Scrolls past 20 things. Boom. Clicks on a picture that interests him. He pins it. He saves it. He shares it.
[01:24:54.120] – Speaker 1
It’s tracking Andy’s interaction with that. Keyword saying, oh, for this keyword. This is the hottest, trendiest, most relevant thing. And then Andy keeps scrolling and clicks another one, another one, another one. Well, that goes into the algorithm and says, like, hey, these are the trendiest things that are happening right now. This is what people are looking at, and they’re pinning. And what we can do is I can go to home decor. I can type in rustic home decor on Pinterest and I can see essentially what is trending, what people are liking. And then I go to Amazon and I type in rustic home decor, and I’m going to see what people are buying. And what I’m looking for is something weird. Unique, interesting. On like a pinterest that may not be on Amazon yet. Now, it can’t just be a weird design. It can’t be a coffee table with a different shape. Unless someone’s looking for that specific shape. So I can’t just find the coolest coffee table because unless there’s specific keywords for it, I can’t find it. But I remember when the Bohemian Home Decor was happening, I don’t know, four or five years ago, there was all of this demand for jute, like, jute home decor jute.
[01:25:56.240] – Speaker 1
And what I was doing is I could go on pinterest and I could type in boho home decor and there’s all these, like, jute items. Even had keywords jute hanging. Succulent plant holder. And I’d go to Amazon and I could type jute plant holder and nothing would come up. But I checked the search volume on helium ten or zoof or whatever, and I’d see 10, 15, 20,000 people. Searching for it. Well, that led me to leave. Like, people are looking for it. It’s not being found. But I would have never even known that product existed if I hadn’t been looking at Rustic home depth core, which led me to Boho home decor, which led me on this rabbit trail on Pinterest. So Pinterest is showing me what people want, not what people are getting, right? Makes sense so the grass wall panel, I’ll walk you through that. I was actually at a trade show. I was at ASD. ASD is a very large trade show that is there’s a lot of wholesale stuff. And essentially what it is is it is a show here in the US. Where brands list their top items, right? So they’re like trying to sell items.
[01:26:58.250] – Speaker 1
Oh man, I just messed up. What’s it called? Focus again, they’re trying to sell their items wholesale, and what they’re trying to do is they’re trying to get me to buy it. So their real estate is very expensive. Like they’ve paid a lot of money for these trade show booths. They’ve spent a lot of time decorating. And I walk around and see what’s trending with them because they’re going to be 18 months ahead of Amazon. So at the grass Walmart, I literally walked past this topiary seller. Like they sell fake plants, fake flowers. And I’m looking around, I see fake roses and fake tulips and fake geraniums. And I’m thinking, that doesn’t really catch my eye. Like it’s stuff that I know exists. Well, at some point I realized that in the front corners thing, they had these fake plant panels, and there was boxwoods, there was roses, there was grass. So I just took a picture of it and I kept walking. Well, then I took those pictures from walking around the trade show for 3 hours. And I was doing research. And that’s how I found I literally googled plant wall panel, topiary panel, boxwood panel, and then by reverse Asin, searching and just searching keywords, I kept seeing this grassword popping up on Amazon, but I couldn’t find one.
[01:28:09.640] – Speaker 1
So literally what I do for these keyword research projects is I go to non Amazon locations and I just find things that catch my eye. And then I go through what I did, what I showed you. I type in keywords, I figure out what people are looking for, and I just try to find it with low competition. So in person events, I like things like trade shows. I go to a lot of trade shows. I like the Chinese shows. I love Yiwu. It’s like 120,000 vendors essentially under one roof. It would take you like six years to see them all. I love Canton fair. Thank goodness, China has finally opened up their borders again. We can go back to Canton Fair and Iwoo, which is kind of nice. Those are kind of my in person spots, my online places. I love Pinterest. I love Etsy. I love life. Hack blogs. I love Cratejoy. Let me give you an example of Cratejoy. I love Cratejoy. So Cratejoy, I’m going to share my screen 1 second. So also think about this. Let me back up for a second. When we’re doing keyword research, we want to find products and keywords that are trending to try to be first to the market.
[01:29:33.570] – Speaker 1
We want the new stuff we don’t have to do all the work. We don’t have to know what’s trending. When I walk through ASD and I found that topiary seller, they knew what was trending. They showed me what was trending. When I walk into Canton Fair, I look at the front, most prominent corners of these boots and vendors because they know what’s trending. Like, they are product experts in their own category. I’m not when I think about online sales, digital marketers and affiliate marketers are some of the absolute best sellers in the world because they know what’s trending, they know what’s hot, they know what’s popping off. They’ve got to be on the top of their game to have something cool and trendy to actually sell for people to buy their product. So let’s go to Cratejoy and I’m going to make the assumption. Well, Cratejoy, first off, is a marketplace for subscription boxes. Subscription boxes are like a $2 billion business in the US. Right now. They are wildly popular, but they’re wildly competitive. So I’m going to make the assumption. I hope most of you agree that to have a successful subscription box, I need to have something very trendy.
[01:30:39.530] – Speaker 1
I need to have something like very unique, very different. I need to be selling things that are awesome, otherwise people are going to buy it. So if we believe that, then we can also assume that the folks that are selling these subscription boxes are doing a ton of product research for us. They’re scouring the Internet. They’re figuring out what’s trendy. They’re doing it all for us. So if I go to Father’s Day subscription box ideas, I think that it stands to reason that subscription boxes that are gifts for grandpa, every one of these subscription box owners have done their research to figure out what is going to be most interesting. Now, they’re not all going to be winners, right? I see stainless steel cups and I see pocket knives. I don’t want to sell pocket knives, but there are some weird, unique niche ones. Shaker and spoons. Cocktail clubs. Now, what this is, this is a marketplace for subscription boxes. And every one of these is going to be a different subscription box. And you actually have to dive into the websites and run down these rabbit trails. So shaker and spoon. Cocktail club. The way that Cratejoy works here is they’re basically an affiliate site.
[01:31:51.020] – Speaker 1
They want me to add this subscription box to my cart and they get a cut of it. But I can also go to their website and I do that just by searching it. I hit the sponsored ad. My bad. And what I’m going to do is I’m going to see what products they think are hot so I can order a subscription box here, prepare, enjoy, get the next box. Our boxes, what’s inside. I can spend 20 minutes cruising this site and I could come up with ten different product ideas that I did. Not know existed prior to me getting on this site, right? Because I’m not an expert in this stuff. Now, some of this is going to be like food stuff. They’re additives to drinks, but we’re also going to find a lot of different items. Look, I can go to the store cocktail kits, barware. Now, of course, some of this is going to be very generic. Like, barware is some of the most generic stuff in the world, right? I’m not saying do that. I don’t know what a channel knife is. If I see something that catches my eye and I go, OOH, channel knife, it’s probably saturated.
[01:33:14.320] – Speaker 1
But if I spend two or 3 hours looking at all this stuff what is a Lewis bag? Is that for crushing ice? Anybody know lewis bag? See what I’m doing, folks? I’m just finding something that catches my okay, I’m not even going to look at the keyword research because there’s a million of these things, right? But you see my point? Like, I didn’t know this thing existed. Now what if randomly and channel knife will probably be saturated too, but what if I did this 100 times? What if I just found random items, said, what is that? Yeah, channel knife, it’s going to be really saturated. Yeah, there’s a million of them. If I did this 100 times, does it stand a reason that I would find one item that I might go, OOH, people are looking for this. It’s not on Amazon. Like, maybe here’s a product opportunity. Everybody agree with me? I hope so. I hope so. Again, all I’m doing is I’m just perusing this now, you see, I went down a rabbit trail just by one subscription box. If I go to Cratejoy, folks, just this one website has tens of thousands of boxes.
[01:34:32.650] – Speaker 1
That’s not an exaggeration. Home accessories just in this. How many subscription boxes are you going to find for home accessories? Four, no matter what. Oh my goodness, that’s amazing. My point is you’re gonna and every one of these boxes has all sorts of crazy stuff in them. Cool subscription box. I don’t know what that thing is, but there’s a use for it. So I hope everybody’s getting my point is like, I don’t know what that thing is, but there’s a use for it. And if 99 out of the hundred items that I look for, it’s too saturated or no one’s searching for it, but I find one. I don’t know what this is. It’s a spring in a box. If I find one item, just one item that people are looking for and it is not saturated, I win. Right? And how long would it take you to prove that? Several hours. Yeah, you could spend several hours and find these products. I’ll tell you one of the kind of the biggest mistakes that I made. The first seller of Fidget spinners online, right? Again, Andy, I know you’ve heard the story. Sorry bear with me.
[01:35:52.080] – Speaker 1
But before Fidget spinners became popular, they were all over China. I was walking around the ewo market, and everybody’s playing with them. Everybody’s spinning them in their hands. Everybody wants me to take a sample. They’re saying, oh, it’s a hot item. It’s a hot item. You need to be selling these. Well, of course. I took, like, 15 samples, and I was addicted to them myself. And I went back to my hotel room and I figured out through Google what these things were called fidget spinner. I went to Google and I typed fidget spinner, and nobody was selling them. And I made the assumption, oh, if they’re not on Amazon and nobody’s selling them, they must not actually be popular. I’m going to dismiss this. If what I had done had been to check search volume, I’ve checked historical data. At that time, there’s about 90,000 people a month searching for Fidget spinners. Now, I know this isn’t a perfect example because it became super saturated. There was three listings, and they were always out of stock. What people are looking for versus what’s being found. I was finding these items off of Amazon, and I just attach keywords.
[01:36:44.510] – Speaker 1
I go and I check search volume. I go in a check competition, I try to sell those. That’s all there is to it. The secret to winning is just getting your eyes on as many products as possible. So in person markets, I love Pinterest, great joy. There’s a whole thread in Reddit called Shut Up and Take My Money, which is literally an entire reddit thread where people are just posting cool products that they found and say, Shut up and take my money. Like, this is the coolest thing ever. I love life. Hack blogs. I love niche blogs where affiliates are selling. Affiliate sellers are really good at finding products that are in demand with low competition. You guys want to see something really cool? Check. Hold on, I have to find a presentation. I’m finding a slide. Here it is. So if we assume that let me just find my slide real quick. If we assume that’s sorry, I’m getting distracted. If we assume that affiliate marketers are also the same, like, they’re really high quality product researchers, and they’re always looking for something, right, then why is this doing this? We can assume that affiliate marketers might be onto the top trends because the way that they make money is by getting commission on something.
[01:38:26.370] – Speaker 1
So if I’m an affiliate marketer, I have a blog site, I have social media, and I’m trying to pimp out a product that nobody really wants, nobody’s going to buy it, no one’s going to convert, and I’m not getting paid. So I have found the four most common affiliate, and the way that affiliate program works is I go out and I find a product, and that product has to be attached to what’s called an affiliate network, which has a trackable like UTM link. So these individual networks are the facilitator between me clicking on a link, tracking me as traffic. And if the conversion happens, then the brand owner or the website selling it has to pay the affiliate, right? Every one of these links, every one of these conversion trackers has a unique Identifier in it. These are the top Identifiers for D to C affiliate sites. The top four. It’s share of sale link synergy. I’m sorry. Share sale. Rakuten clickbank and commission junction. Okay, everybody sees my screen here. Everybody take a picture of this with your cell phone right now or screenshot it on your laptop because you’re going to want this.
[01:39:32.280] – Speaker 1
So let’s say that I’m running down a rabbit hole in home decor, and I want to see what the top affiliates are selling in home decor. By using these things that I highlighted, these slugs that are unique, what I can do is I can go back to a search engine, and then I can track based on keywords, who’s using that. So what that looks like is this. That’s maps. I didn’t mean to do maps. If I were looking at home decor and I typed in that sharesale.com because Amazon is I’m sorry. Google is only supposed to index for things that are indexed for home decor, that are ranked, that are associated to homedecor and sharesale.com. What it should show me is a bunch of traffic sources that are affiliate sellers. I skip the sponsored ads. Oh, man, check this out. Must have merchants wintry home decor. So whoever has this website has done the research to find the most trending items, because if they don’t trend, if they’re not unique, then they are not going to convert and they’re not going to get paid. That’s a lot of links to cruise. Now, I know that I said don’t get specifically hung up on a very specific that’s how to sign up for that very specific thing, like a very specific niche.
[01:41:32.710] – Speaker 1
But if you’re going down a rabbit trail, that’s okay. You can do a little bit of this. So check this out. YouTube is a search engine. If I type in cosmetics and share a sale, I’m going to skip these. These are like the guides to share a sale. And what I’m looking for is top five beauty brands. This guy’s going to talk about five beauty brands to follow in the affiliate links pitch, affiliate marketing, and they’re going to tell me all about, look, here we go. Whoa, that’s an interesting video. Now, what we know for sure, because it indexed for share of sale, if I go down and I look at the description of the listing, or it might be here in the links, they have a share of sale link in here somewhere. They’re an affiliate seller for cosmetics. Otherwise, they absolutely would not be indexing after I typed in share of sale. Does that make sense? So I can get on like some crazy rabbit trails just with affiliate marketers from some of the best marketers and product researchers in the world. To find out what is trending based on a keyword. I can do the rakuten link, I can do the clickbank link.
[01:42:51.600] – Speaker 1
I can do any of those along with the keyword in a search engine. I hope that makes sense. So, Jan, does that answer your question of where I found the grass mats? I’m looking in different places. Jen says some of these things are finding are very inexpensive, lower fees. Does it make those inexpensive items something that could make money? Yeah, separate question, but yeah. You’ve talked about like, small and light. I try to stay away from that stuff. There’s so many 20 to 30 to more expensive items out there. It’s amazing. Allison says. What about Marmalade? I love Marmalade. I love checking on so Marmalade is like the helium tenor zoo for Etsy. And the reason that I love Etsy is they’re usually simple products, and they’re very often way ahead of the curve as far as trendiness. Like, people that are sargasma camera is like, getting jacked up. Oftentimes the creators on Etsy are like, light years ahead of what’s trending elsewhere. Right? Like, they’re first of the market. So we see things, trends popping up on Etsy sometimes twelve or 18 months before we see them on Amazon. And they’re typically simple to produce.
[01:44:03.870] – Speaker 1
So if some stay at home mom with a couple of neighbors can make 150 of these things in their garage on their afternoon off, surely we can get those made from an actual manufacturer later. Nothing wrong with stay at home moms that make 500 items for Etsy. That’s not what I’m saying. But if they could make them, then we can get them mass produced fairly easily through, like, traditional sourcing practices. Is there a zoo for helium? Ten for pinterest? No, not that I’m aware of. If there is, I’d love to know about it because I play with it, but I’ve never found anything or heard of anything. All right, so we just went high level through the entire game plan of what I had today, which is amazing. Now, if we look at the game plan, the game plan was this. We already did the walkthrough of an opportunity, which was the grass maps. This was the agenda. I went to the presentation. Now we have questions answered. So what questions do any of you have? What can we do specifically related to the list of stuff that we went through? I will tell you, this is week one.
[01:45:18.480] – Speaker 1
This is the first time we’re doing this again. The recording we sent out, we have some of the coolest content coming to you guys. And I will dig deep into keyword research. We’ll be sending out opportunities for people to let us dissect their product opportunities. If you want to share them, if you say, hey, I don’t think that this works, but can you prove it? We’ll talk about why your product idea, you correctly assumed it wouldn’t work because whatever various reasons or we’ll prove that it should work and now you’re going to ask everybody to leave it alone. Allison says this has been fantastic awesome. My rule for success is like, one person gets one idea, it makes all of this worth it. So it sounds like a few of you have done that. Do I only use zoop for search engine tool or a few sets of ceilings in? I usually use a few and the reason for that is because they’re all just estimates. None of them are very exact. So if I find like an anomaly, meaning I think I found something with a decent amount of search volume, no competition. I’ll check a couple of different tools to make sure it’s the same.
[01:46:18.260] – Speaker 1
Shan says she’s psyched to go searching. Alex says webinar is insightful. Awesome. What other questions anybody have? We have about ten minutes before we wrap it up.
[01:46:29.080] – Speaker 2
Anything at all when it comes to.
[01:46:32.860] – Speaker 1
Research, but our product updates are keywords. But whoever I just cut off go.
[01:46:39.820] – Speaker 2
When it comes to stacking some of the longer tail keywords, and I know a lot of this is subjective, if you’re selling a $1,000 product, you don’t need to sell as many as if you’re selling a $20 product. But when you’re looking at stacking the longer tail keywords, what are some things that you’re keeping in mind to make sure that you’ve got a healthy stack of those longer tail keywords to feel confident in stepping out and launching a product?
[01:47:08.260] – Speaker 1
There’s not a specific rule of thumb, but I like four or five very relevant keywords that will give me the weight that I want, which is at least a few thousand searches a month with low competition. Right? Like there are products out there with one keyword and those kind of make me nervous. There are products out there with 500 keywords, but they only have 20 or 30 or 40 search volume. Like I don’t like that either. I like a combination of a few keywords with 30 00 40 00, 50 00 keywords combined a few higher that I can reach for later and a few lower kind of as my backstop. But again, I’m looking for products that I can sell 20 or 30 units a day, 15 units a day if they’re profitable and do that ten times as opposed selling one product sells 300 units a day. So there’s not a specific answer. But it can’t be one keyword, it can’t be 50 keywords. It’s got to be 34567 keywords where I can get a minimum of 3000 to four or 5000 searches a month. When I’m getting up there into the 60, 70, 80,000 searches, I start to get a little bit nervous.
[01:48:15.080] – Speaker 1
I hope that answered that.
[01:48:18.300] – Speaker 2
Yeah, that did. Thank you.
[01:48:20.540] – Speaker 5
So I have a question, Tim.
[01:48:24.140] – Speaker 1
Did it. Okay.
[01:48:26.290] – Speaker 5
So I know your method of product research depends on brainstorming, like picking generic niche and search in Pinterest or Etsy and like that. So I launched some couples of products with the same message, and they work well for me. But sometimes I feel like I’m still in the same loop. Like, I know every single product under rustic home decor. I need some ideas or websites to give me some ideas about new niches. Unlike that, I think you got it right.
[01:49:03.320] – Speaker 1
Yeah, I do the same thing. I can’t tell you how many wooden products I’ve sold since I got stuck in that rut. One thing that I like to do is ask people around me, right? Like, have my wife sit down with me for ten minutes and say, hey, scroll through Pinterest and tell me what’s interesting to you, or, hey, buddy, what podcast are you listening to? And I know podcasts products, but get into the niche of whatever podcast my neighbor Buddy is listening to. Just get some outside opinions. The reason that we get into those loops is we feel comfortable with that. We’re like, oh, I feel comfortable. So I can find the anomalies, I can find the weird things. But if you look at the loop that you’re stuck in, it’s 100th of 1% of all the different products out there. So, for me, having somebody else give me some input and launch into that different loop has been kind of like the only way to get out of my own head. But also the affiliate thing could be helpful because the affiliates a lot of times get into some weird niches too. So start tracking some of those affiliates.
[01:50:10.700] – Speaker 1
Hopefully you took a screenshot of that page. If not, they’re recording me out tomorrow. Jerome says Bottom up is very interesting. Do I vest in photography, listing a plus, et cetera, for each product? Or I don’t launch lean trademark branding. Make sure that your branding is always decent, all right? When you launch a product, put a good sticker on the box. Don’t just sell a bunch of trash, but that doesn’t mean you need to build a whole brand. So, yes, bottom up, I launch very lean. I don’t worry about a trademark. I don’t worry about EVC, I don’t worry about DSP ads. I don’t worry about videos. I don’t worry about any of that stuff. I go very lean to make sure it’s going to work, because if it’s going to work, I don’t need that stuff. I can have a bootshoe tree with the most basic listing, and people are just going to buy it because they’re searching for its best option. Now, I will slowly upgrade that as I go. I’ll slowly invest in those things, especially when I hit an inflection point where I have multiple products within that same kind of niche or category, because then it’s worth investing in the brand for crosssell.
[01:51:18.670] – Speaker 1
But yeah, I go very lean. I’m not saying that those things don’t work, right. I told you there’s multiple ways of selling. There’s more than one way to skin a cat, they say. And I also think that if you have one product that’s selling well, you can invest more into that product and make it sell better. But I do think that we only have so much gas in our tanks, right? And if I get in my car and I put the throttle down to 30% on the highway, I’m going to be doing 80 miles an hour. If I go from 30% throttle to 100% throttle, I’m only going to do 120, right? So that last amount of that huge amount of additional throttle doesn’t actually change my speed in a rational amount. So because we only have so much fuel in our tanks, instead of going from 30% to 100% throttle on a bottom up product, I’m just going to go 30% throttle to this product and 30% throttle to this product and just like keep going. Because we can hit 80 miles an hour with all and without EBC, without social media, without a website.
[01:52:20.640] – Speaker 1
Are all those things good? Yes, but I invest in them later. The reason that a lot of people right now are talking about bottom I’m sorry, top down starting the brand is because they know it’s so competitive. The only way to win is to outbrand everybody or have the best version possible to put one more zipper to make 13 zippers instead of twelve zippers. I think that sucks. Does it work? Yes, we know it works for some people. Do I think it’s an extremely huge lift and amount of work? Yes, and I think there’s easier ways of doing it. The bottom up approach seems to be working very, very well. And you can get creative. There’s more ways to do it. There’s more ways to do it. Next call. I’m probably going to show you a product I’m launching like in two weeks, three weeks that I got super creative on a bottom up. And it’s like nobody’s ever going to be able to touch me. It’s insane. So hope that answers your question. Charlotte said the penny has dropped. I don’t know that term. Someone says, am I coming back to Australia this year, Jerome?
[01:53:26.770] – Speaker 1
I will be there in July and November in Australia. I’m going to the, what is it called, online seller conference or something. July in Sydney. You can look it up. Just search july ecommerce conference, Sydney and pops up. It’s free to attend like 2000 attendees. And then I’ll be at the Southern Seller Fest in November and Sydney also people asking helium, ten, jungle, scout or zoo? The truth is they all have basically the same features and the same data. I like Zoof because that’s kind of what I’m used to and I’m becoming more and more comfortable with it. And I like the guys that run the company. It’s the guys that found it amazing. The truth is, I start with one and then I cross reference to the others to make sure that I’m good. Because what if I find some crazy anomaly that’s just an anomaly in the estimate and it’s not actually accurate? I don’t want to launch something based on that and it’d be wrong. Chance says if you say the penny dropped, you mean that someone suddenly understood or realized something. It’s awesome. I was giving a presentation in London last week, and I told everybody, I said, Look, I’m going to get up and I’m going to say a lot.
[01:54:34.220] – Speaker 1
I feel like it’s a win if everybody gets one small thing, like just one small thing. So has everybody gotten at least one small thing? It sounds like it. That makes me feel better. It makes me feel like it was worth our time here, which is great. Abdallah, you have another question? Hit us and that’ll probably be the last question. And we’ll wrap up. Okay.
[01:54:52.670] – Speaker 5
So sometimes I find products that has a super relevant keyword that relatively describe the product, but maybe like two, only two keywords without any seller. So another point also, sometimes I find that this keyword, it’s like a new keyword. Like the search for this keyword started from April or March. So should I take the risk and go and sell the product under this keyword without knowing the history of the search volume? Like, I don’t know the average search volume all over the year. So what do you think about that? For a new keyword that is coming.
[01:55:38.100] – Speaker 1
I’d say minimize the risk. Like if you are going to try it, go bottom up. That way you’re not over investing in it. But also check things like the Etsy search volume. If it’s an etsy type product on Marmalade, check Google Keywords. Like Google Keyword Trackers and Google Trends. Because if it’s trending on Amazon and it also trends on Google and it’s also trending on Etsy, it makes me think it’s more likely to be trending everywhere. And you could be onto something at some point. Nobody was searching for Fidget spinners, and then three years later, everybody’s searching Fidget spinners. So everything starts somewhere, but just get multiple points of validation and verification to help you make that decision. Now, I’ll never say like, yes, this is a definitive yes or no. It’s going back to that Mark Fan syndrome. But as long as you’re getting as many points of reference as possible, it’s definitely going to help. And also look at seasonality. If it’s something that’s trending on TikTok for summer, and it popped up this summer, you’ll have to look at it because you can’t see seasonal trend history. But just ask yourself, does this look seasonal?
[01:56:37.180] – Speaker 1
And then go, just Google around and see where the traffic is coming from. If you’re seeing a lot of influencers, a lot of bloggers talking about it, great. If you see it’s one viral video that was on Good Morning America know that like a news show. Then it stands to reason that that demand might fall off kind of once that specific idea source kind of diminishes. Right. So just a couple of tips there. All right? Awesome. Well, it looks like most people are saying they got something out of this. Sorry for the technical issues we had that sucked. Said that, Philip. I’ll check for your email. It may have gone to my slack. I’ll check for that, Philip. Yeah. Sorry for the technical details. We’ll get that straightened up for next session, and we’ll be announcing what that next session is coming up here probably in the next week or so. Appreciate you all being on. We’ve got a lot more coming with Centurion League. A lot of cool stuff that you’ll be seeing over the next month or two. So thanks for being on the first call, and we’ll see all of you on the next one.
[01:57:57.080] – Speaker 1