#720 - Kevin King's Latest AI & Email Marketing Strategies

#720 - Kevin King's Latest AI & Email Marketing Strategies Speaker 2: Today, we've got the OG of Ecom back on the show, Kevin King, and we're going to be talking about a lot of different topics including how one seller was able to triple their sales and a method that has made Kevin $700,000 this year. How cool is that? Pretty cool, I think. Hello, everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show. It's a completely BS-free, unscripted and unrehearsed, organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And we've got the most serious of them all as far as impact, not necessarily about his demeanor, but we've got Kevin King in the house. Now, first of all, for those watching on YouTube, I have a very symbolic outfit on today. So, it's a theme. So, I've got a Billion Dollar Seller Summit shirt on from the original and I've got a Montreal Expos old throwback hat. Now, the reason why this is symbolic, these are things that were great and kind of morphed into something else which we're going to be talking about and kind of like ended as it is and so you may be wondering what I know about the Expos. They became the Washington Nationals or whatever baseball team they became but But there are a few things we're going to be talking about today that kind of like we're going to celebrate what it was and talk about what's new on the horizon. So very cryptic there, I guess, Kevin, but I'm sure you know what I'm talking about here. But anyways, you and I were just talking about your other passion, which not everybody knows about, which is college football. And that game that Texas A&M had, would you say that college football is like your number one, completely different than e-commerce hobby, as it were, or passion? Speaker 1: Yeah. College football, excuse me for my voice, everybody, fighting for like a week. On my voice, actually not sick, it's just I don't know what's going on, but too much talking I guess, maybe too many cigars. But yeah, college football is my church. I mean, so the Texas A&M Aggies, my entire schedule is built around that as much as possible and I don't miss a game and sometimes people will say, hey, you want to watch the game? I'm like, nope, I ain't watching it with you because you're just going to want to talk during the game. Unless you're serious and into it, I'm watching it by myself at my house on my TV. But yeah, college football, especially Texas A&M is my blood. And that's where I graduated from like 35 years ago. And that's where my religion is, for sure. Speaker 2: Is that when you got into it, when you went to college, or even growing up, you're like a football fan? Speaker 1: I played football growing up, and up until high school, I wasn't good enough to go beyond that. But I played football, I've been a huge football fan, Dallas Cowboys, I grew up in the Dallas-Fort Worth area, so pro football, the Cowboys. But the Cowboys, I'll miss a game, I'm not as passionate. I mean, I enjoy watching them. It's the Aggies. That's your brotherhood. It's kind of like when you go to Amazon events and the people that you meet at Amazon events, you start seeing them at more and more shows. They become part of your family, part of your brotherhood or your sisterhood. It's kind of the same thing. Texas A&M is a special place. It's got a special vibe to it that a lot of universities don't have. Some people say it's a little bit cultish in some ways because of the yells and the way the traditions, old military school. That's where I grew up. That's where I went out on my own for the first time. Where I grew up and where I cut my teeth as an entrepreneur, I was getting in trouble I started using the school computers back in 1989 to print out manuals to send with the software tools I was making and selling on floppy disks. That's where I started the training. The early days of teaching on stage or doing the Freedom Ticket came from college because I was There was a class there called BANA 217, Business Analysis 217, and all sophomores had to take it. It was learning how to do the basic computing language. It was a WeDoc class. There's probably 800 kids or so that were taking this class between four different professors. So what I would do is I started off tutoring, just putting up a little sticker of ads in the library, tear off this number and call me. It's one-on-one tutoring, then two-on-one, then five-on-one, then ten-on-one. Then that grew into where I started running a mailing list from the university. In Texas, you can get that as public information, so I used the law. I go into the registrar's office at the beginning of the semester and say, give me the list of all 800 kids taking this class. They give me on peel-and-stick labels the name and address of all 800 kids registered for the class. I'd send them a flyer and say, come to the Hilton. On these three dates, which is right before their three tests during the semester, and I'll teach you everything you need to know about basic that your professors aren't teaching you. And I would get 500 people in there paying 15 bucks a piece three times a semester. So that's the early days of me standing up teaching and charging money to teach someone how to do something. So it kind of evolves into what we do today. Speaker 2: Yeah. Yeah. I love hearing, you know, backstories and stuff and the passion behind what you're saying. And I think that's the reason I even asked this question. I brought this subject is, is I feel that entrepreneurs, business owners, workers, whatever the case is, we need to have outlets where we can step out of the world and something we're passionate about. All of us are passionate about business. Sure. But we need like a different outlet. And so for some people, like yourself, maybe their primary outside passion is sports. That's what it is for me. Our secondary passions or tertiary might be travel. I think you and I kind of share that, but make sure it's something. Not everybody needs to be a sports fan. And trust me, guys, the heartbreak that comes sometimes with the highs and there's lows too. There's highs in sports and there's always lows because your team will guarantee blow it on some important game or do something crazy. And then you get depressed for a couple of days, but it is what it is. So figure out what your outlet is outside of the business world I think is kind of important. Like Kevin says, hey, Saturdays, there's no emails being read. There's no Slack messages being mentioned. There's no webinars being had. That is my time to be completely away and watching my football game and similar for me with when like the Clippers play or San Diego State Aztecs on Saturdays or Fridays and so I think everybody out there should find something similar. So back to the what I was talking about the beginning about we're talking about the end of eras and starts of newer endeavors. And so the first thing I mentioned was the billion dollar seller. So correct me if I'm wrong, but the last one we had in Iceland was the last Billion Dollar Seller Summit, like named and formatted as is. Is that a correct statement? Speaker 1: Yeah. I mean, and I have to give you some props. You're wearing the original shirt from if you're watching this on YouTube, you're the only person that has been to every single Billion Dollar Seller Summit. It was Howard Tai and you and then Howard didn't make it to Iceland. So there's a bunch of people that have missed one out of them or two that have been to most, but you're the only one that's been to every single one. You've never been to Market Masters and that's my best event. Speaker 2: We'll definitely talk about that. Speaker 1: We'll get you there. The name is changing up next year. Part of my contract with Helium 10, I was limited on how many people I could have. It started out as only 50 people could come and then it changed to 100 and the last contract was 150. One of the reasons the price was high at the beginning was to make it exclusive. I realized in talking to people, a lot of people will say, I can't come to that. I'm not doing a billion dollars. No, it's not about doing a billion dollars. It's about the collectively people there. We're doing the last one, about three billion. I'm not qualified, so I'm changing the name for next year. The big event is going to be in Nashville on April 8-12. It's called Ecom Mastery.AI. It's basically where Ecom meets AI featuring BDSS. My goal is 700 people. And it'll be a track for newer people and it'll be a track for the more advanced people and there's some crossover. So it's going to be an interesting event, but we're shooting for 700 people and about 350, 400 of them newer to the e-commerce world. And then about 100, 150 very experienced, like the type of people you expect at BDSS and then some in between. Speaker 2: Okay, Nashville. I had never been there in my entire life until four days ago or five days ago whenever Amazon or last week whenever Amazon unboxed was and it was freezing cold there. So it's not going to be at this time of year. It's going to be a nice time here, but it was very pleasant, very pleasant city. And let me see if I can start a new streak of a new Kevin King event that I never miss. I'm just looking back at the top non-business related memory from Billion Dollar Seller Summit. Obviously, that was what it was known for also was all the outings and the crazy events and scavenger hunts. I remember rolling through the streets of Austin, zigging and zagging through buses with a scooter and stuff and seeing volcanoes in Iceland and things like that. So the top non-business-related or e-commerce-related memory and then the top something that was game-changing, like somebody gave a talk on something that changed people's lives or the top business-related memory from BDSS. Speaker 1: Yes, the non-business would probably be that one that was in Austin right after COVID. So COVID is still going on and we decided we had to cancel 2020 and we pushed it to 2021. And everybody that came, we made them go through testing. You had to do a COVID test before you could register. And that was interesting, but that same one is when we did this race around Austin. And a lot of people said they really love that because usually when you go to a conference, you only see the conference room. You may not see a restaurant. Maybe you go to a party, but that one people were like, I had no idea all this was around Austin. And that turned into people, I think it was Vanessa Hong that got in an accident and scraped up her knee really bad. And then we also had Alina from AZ Rank pass out in the heat and then pass out twice and had to call an ambulance when we went to the second place. So there's a lot of drama. That's why we had everybody sign releases, but there's a lot of drama around that one, which that one stands out pretty good. I mean, Iceland and Hawaii were both amazing events just from a scenic point of view. I think the race around Hawaii. Speaker 2: All the amazing race thing that we did. Yeah, that was epic. Speaker 1: That was really, really cool with all the jerseys. You had the Helium 10 team, all the Helium 10 people. That was really cool. From a standout of content, man, there's so much good content out there. What is one that stands out? Man, there's just been probably one that really stands out the most is Anthony Cofrancesco. And I think it was that 2021 or maybe it's 2022. It was before the big before ChatGPT came out. And he stood up on stage and he showed how to create these cool images with some tool called MidJourney. He's like, oh, there's this tool called MidJourney. And you can do, look at what you can do with your listing images. And he was just wowing everybody. Nobody had seen that before. Nobody had heard of it. There was no ChatGPT or anything at the time. And it was just so cutting edge. And that's just, an example of the cutting edge nature of BDSS. There's always something at BDSS where it's on a bleeding edge and something that you're hearing first that nobody else is doing and a lot of times becomes mainstream. So those are probably some that really, really stand out. Speaker 2: I want to ask you about some of the other events and what you mentioned, the market masters, but the thing that from day one you've been known for is your hacks and strategies and things like that, so let's give the people what they want. You've been focusing a lot on AI of late. We do this monthly webinar called AI Monthly. I don't know what we call it, millennials or Gen Z. They probably remember that when we were young, we would do AIM. AIM went to AOL Instant Messenger back in the day. But now it means AI Monthly. It's a monthly webinar we do. We'll have you give a training maybe one of these days. But you do a lot of webinars and trainings with a lot of experts out there. What's something that's one of the most mind-blowing things in the AI world, either from one of your webinars, or I know you attend a lot of events yourself and absorb a lot of information, or you actually utilize AI a lot. So what's something that is not just like, oh my god, that's so incredible, but something that's actually useful for... Amazon sellers, TikTok shop sellers that you think most people probably are not doing. Speaker 1: Well, the number one thing that moves the needle the fastest and has the most impact when it comes to AI is press releases. So you remember back when we first started Amazing and some of those guys were like, yeah, when you launch a new product, issue a press release. And people would issue a press release and like, well, that generated one sale. That wasn't worth the 500 bucks. And people shied away from it. Now press releases have come a full circle, the proper press releases. You can't just go on Fiverr and have some guy issue what's called a tier two or tier three press release. Those are not going to move the needle, but a tier one press release, which is the ones that get picked up by the newsrooms of like the New York Times and Forbes and those kinds of things. I can have you ranking in the LLMs within hours. And so you can do intent-based stuff. And we just did this at Market Masters. We just actually, for one of the people that said in Market Masters, we issued a press release for her. She sells little fairy doors, like you put on a tree, it looks like a little fairy looking back at you on a tree. And we issued a press release. And within three hours, she was picked up by everything except ChatGPT. That took a couple more hours. And all the intent-based stuff of what someone would type, she was ranking number one and referring it to her Amazon listing. And then we added some backlinks to it. Backlinks still matter. Old school SEO is not dead. It's on its way out, but some of that stuff still works. And we got, I think, 3 million backlinks through a special tool that we do. It's all pointed to her. And what's going to happen here in about two weeks is her sales are going to boom. Because anytime she's going to be ranked number one in Google on all the AI overviews, she's going to be Fill up the whole page because all these keywords, all the LLMs, so proper press releases. These are 700 to 1,000 bucks a piece. They're not the cheap ones. If you do them right, you got to work them right, that is highly, highly effective now when it comes to AI because AI is looking for source material, stuff they trust. They trust when the New York Times, even if it's in the newsfeed at the bottom, because it came from the New York Times, it's a high, high trust factor and it's recency. By doing that, what you want to do is you want to do a top tier press release and then alternate, a second tier. The top tier and the second tier, that keeps it fresh. And the AI engines are looking for fresh content because that stuff will fade over time. It's not like a press release you do now is going to be super valuable a year from now. You got to keep on going back and forth and that's working really, really well when it comes to AI. Speaker 2: Every time you have to pay to do a new one? Speaker 1: Yeah, it's like a subscription, but the price is cheaper for the second tier ones. You don't have to do the top tier one each time, but you got to keep yourself front and center or you got to be out there posting on social. LinkedIn is a major source, several of the other Social media platforms, it's becoming what the old, the old SEO backlinks are now becoming brand mentions. Brand mentions are super, super important when it comes to AI. If you look at even Rufus, you know, Rufus on Amazon is, you know, I know you've done some talks on this and it's debatable what kind of difference it's making and it's still kind of clunky in some areas. But Rufus and Cosmo is referencing outside sources. So if I type in, you know, what's the best beauty What's the best Korean skincare for a 35-year-old woman? It's not just picking up the data that Amazon has. It's going out and looking at listicles. It's going out and looking at articles that have been written out there and Medium and other places to pull in data. All that kind of stuff is super important. I think a lot of sellers right now are not paying attention to it because it's not like PPC. Someone said this really good the other day. PPC is like day trading. You put some money in and you get an immediate result, either good or bad versus AI or AEO or GEO or whatever you want. I call it AEO. Some people call it GEO. It's more of a long-term investment. Right now, in my opinion, the opportunity is like Amazon 2013. So you remember 2013, 2014, you could just go to Alibaba, stick your name on something, stick it up on Amazon, didn't have to do any PPC and just go to the beach and listen to your phone ding, ding, ding, ding, ding with sales. As a result of that, you built a moat. Those guys were selling vitamin C serum in 2014. By 2019-2020, they had 60,000 reviews, had a moat around them. The aggregators were eating them up even though they didn't know what they were doing. The sellers didn't even know what they were doing, eating them up. That's the same thing. I think this opportunity right now with AI is Get in now and you're going to build that moat because you're going to ride that wave. Even if you get two clicks to your listing through ChatGPT and you're getting 2,000 through Amazon search, that 2,000 is going to become five, it's going to become 10, it's going to become 50, it's going to become a couple of years from now, it's probably going to 50-50. You're going to ride that wave and it's showing that proof that people are clicking your stuff. It's just like on Amazon, you're proving that this is what people want and you need to ride that wave. That's where a lot of sellers, I think, are overlooking it because it's either they don't have the long term vision, they don't have the money to invest in it, or they don't understand it. And it's whenever we do talk sometimes or webinars, it's mind blowing how many sophisticated sellers really are behind on this. Speaker 2: Yeah, it's, you know, as a lot of people, you know, the data shows this, but just anecdotally to, you know, like, like, don't completely trust AI engines yet. No, actual shopping. No, but no, that this is the time where, because of that, everybody's avoiding it. And they're not getting their feet in and getting that moat and getting established because it's, it's It took Amazon a good 10 years to really have an amazing algorithm and everybody trusts Amazon and I'll just buy stuff sight unseen. That's what, in my opinion, what like AI, LLMs and ChatGPT and stuff. People are going to trust it more than the, eventually, potentially, more than the traditional search. Speaker 1: They already do, Brad. They already do. The younger generation especially, you look at some of the numbers like ChatGPT or OpenAI put out some stats that said like 2% of the searches on ChatGPT are e-commerce related. That's a pretty small percentage. It's not a huge amount. You hear different numbers about conversion. Some people say, oh, the conversion rate is 11x. Other people say, oh, here's a study where it's actually lower. But the big difference is the integration. Right now, it's cumbersome. If I go to ChatGPT and I type in what's the best dog bowl, Slow Feed Dog Bowl, it gives me some results and I got to click over. I got to do a whole bunch of stuff. Now though, with Shopify integrating and PayPal just made an announcement last week where they're integrating where it's going to be, you never leave the platform. So the shopping cart is on ChatGPT. It's just, yep, I want that one. Hit a button. You never leave and you continue on. It's like TikTok shop built into TikTok. That's going to change the game. And Amazon is concerned about this. So Amazon's blocking it, but that doesn't affect agentic browsers. The new agentic browsers ignore that. So Amazon's concerned they're going to be losing a lot of advertising revenue. So they're trying to figure out how can we compete in this? Amazon's not going anywhere. They have the infrastructure, the fulfillment, but the model may change. There's always going to be people going to type in the search bar on Amazon. That's not going to go away. There's still people that use AOL or did use AOL until just recently. That's not going to go away, but it's going to become much less of a percentage as AI. There's going to be a couple of people that dominate. You've got all these different engines right now, LLMs. It's probably going to be Google and OpenAI that win the race, would be my guess. And so that's where I would be putting most of my efforts into those two. Speaker 2: Because the ramp up is not going to be 10 years like it took Amazon to really become like the thing. And that's my point is like, hey, this stuff is sure it's in its infancy and maybe not that many people are using it for what people think. But it's not going to take 10 years, probably won't take five years to really, might not even take three years, who knows. But because I mean, even you just look at the difference of things like ChatGPT 5.0 to 5.1 is insane. And these things are coming out like every couple months. So hopefully people can see that. This is like Amazon way back when, when you can get in and there's not that much competition to start building your mode and get that foothold. So a lot of things to look into, but then at the same time, You can get information overload, like every week there might be a webinar about AI or like, man, which one do I concentrate on? Do I focus on my images or do I need to do the AO? And so this is where you got to be able to make that strategic decision, guys, of what you're going to focus on and what makes sense for your business. Not many people are using AI to search for coffin shelves. For me, I might not go all in on one aspect of it, but then maybe there's a lot of people going on my page and using Rufus to ask about my coffin shelf when they actually get there. Maybe that's what I should be focused on. Let me make sure that that Rufus is answering all my questions. So this is different strokes for different folks, but I hope you guys paid attention to what Kevin was saying. All right, you mentioned a few minutes ago, Market Masters, your favorite event that you do now. I haven't been to one. I kind of know What it is, but for those who haven't been to one or haven't heard about it, what is it about and why is it your favorite event that you do? Speaker 1: So Market Masters is not a conference. It's not a mastermind. It's a place where this last one we just finished this last weekend. That was the third one. I made some changes to it. It's evolved as we do it. We figure out what's kind of working, what's not. But the general consensus is that on this one, we had six people pay money to come and sit in a hot seat. So for two and a half hours, they sit in a hot seat and before they come, they fill out a form that says, this is what I'm having problems with. I'm trying to scale or I'm trying to hire or I'm trying to get onto TikTok shop or I'd like to expand a Shopify. I'm having trouble picking products, whatever it is. They get three main things. And then I go and I curate experts based on those three pain points. These are experts from the Amazon world. So we had 38 experts at this last one that I hand selected to come in, 22 of them We're from the Amazon world and then 16 of them are from not the Amazon world. This could be anybody from a meta expert to a Shopify expert to a retail expert to a storytelling or infomercial expert. It depends. I get 8 to 9 of them and they sit for 2.5 hours with this person. I moderate the whole thing. The first hour is nothing but questions. So they've read some information about them before they come in, a dossier, and then they spend an hour asking very pinpointed questions. Some of these are uncomfortable questions. Sometimes someone cries because of the question. We take a break, and then the next hour, roughly, is nothing but solutions. All right, you need to do this. Quit doing this. Do this. Here's the resource for this. It's super valuable, not only to the person sitting in the hot seat, but also to the experts because they don't always agree. Someone may say, nope, you need to use Helium 10, and someone else say, nope, you need to use XYZ tool. And then it becomes a nice discussion about why. And then some of these guys make their sessions open. Some of them make them closed. Closed means you cannot, there's just the experts and me and the person in there. The other ones are open, which means people can sit in the audience and watch. They can't participate, but they can watch. So we had like 40 people on several of these just back there sitting for two and a half hours watching, taking notes, learning themselves like, holy cow, I need to do that for my business, what they just said. Oh, I'm not doing that or I should do this. It's super, super valuable. Then you have the networking factor. I bring out my chef and his team come. They cook breakfast, lunch, and dinner for everybody. My masseuse is there. My trainer is there. Then we do a big party on Saturday night. We did a Gatsby themed party with gambling and all kinds of cool stuff like kids games, not like casino gambling, but like blow up balloons, write your name on a balloon, pitch $20 and drop it into a pit and turn on a Roomba with knives attached to it. It goes around and pops all the balloons. The last one standing We do cool stuff like that. This year, we added another element of workshops. I brought in six people, and they each did an hour-and-a-half workshop. One was on vibe coding, how to vibe code an app. Another one was on LinkedIn, how to optimize your LinkedIn for AI. For your brand and for yourself. And that was eye-opening. Another one was on generating a thousand UGC videos. Another one was one of the co-founders of Helium 10, Guillermo Puyol and Manny Coats, the two co-founders. They're now working with Matt Clark and Boyan, who used to be at Helium 10. And they have a new company that's doing video, AI video. And they came in, the tool wasn't quite ready, but they did a demo of what they're doing and showed how it works. So that was one of the workshops that was really, really cool. And then we had another one, on product, you know, like pick food type of stuff, you know, how to optimize your images and, and giving out tools. And we had, there's one more I'm forgetting right now. But so we did those for an hour and a half. And the whole idea was like, It's not a presentation. It's more like, here's how you do it. Let's walk you through it. Oh, you have questions? I got someone here to answer your questions. And then you walk out of the room with it done. It's not like, go back and give this to your team. And people really, really love that. So we had about 95 people at this event. It's all in a big mansion, 18,000 square foot mansion. It's just the vibe, people, everybody on social media saying this, the Vendo Mall, saying this is the best one. It's life-changing. We had someone come last year. The first one, she was doing 1.5 million. In the home goods space, now she's doing $5 million. And I asked her, I said, what happened? Did something go viral? Did Oprah Winfrey feature? She said, no, I just did what y'all said. We had someone doing $110 million at the last one in February. Now they're doing $200 million. I can't take credit for all that, but we played a factor. Had someone else at a negative 8% CM3 or bottom line profit, and now they're at plus 24. So the people that listen and that implement are seeing massive results because it's unlike a conference where you're listening to someone talk or you're coming to a webinar. It may or may not be for you. Everything is for you and everything is geared directly to you. And so as long as you're willing to be vulnerable, it's amazing the results. This is not a moneymaker for me. I actually lose money on this event, but I do it because it makes such a difference. I don't lose a lot of money. I lost a lot of money on the first one, but I lose this one. I probably lost 25 grand, but to me, it's worth it because of what the outcome is and the impact it can make. And I'll make that up down the road. Someone that'll get paid back to me in goodwill somewhere down the road. Speaker 2: The concept is similar to what we're doing with Scale Stories, just a different scale. It's more virtual and we're doing a series, but we're bringing in smaller sellers and trying to help them understand how to grow. Actually, that was kind of my original pitch when I was being interviewed by Manny and Guy and Boyan when I didn't know it was an interview. Before I started working at Helium 10, they invited me out to lunch at this Italian place right here in Irvine or up in Irvine and they're like, hey, what would be your one idea of some kind of series we can do? And eventually it became Project X, which was different than this, but that was kind of like my idea was that would be a good thing to do to just like, hey, bring experts in to help people. Imagine if you had a company of just the top minds in the world for each different aspect of a business and you could actually just pick their brains. I think it's a great format of a event and very different. It's usually once a year and around this time of the year. Speaker 1: Next one is going to be in August of 2026. So Bradley, you got to make it to this one because I think you're going to love it. Speaker 2: Give me the dates when it comes out and I'll put it in my calendar way early to make sure I don't I have it. This time, this has never been mentioned in the e-commerce situation in the history, nor will it ever, but I missed this event because I was refereeing a 4,000-person sumo competition in the middle of nowhere in Connecticut, but yeah, so I had other Hit us with another top strategy slash hack of something that sellers you don't think are utilizing. Speaker 1: As you know, I have a new company with a norm called Dragon Fish, Dragon.Fish, and we're doing some of that AEO stuff, helping people. But the biggest thing I think that most e-commerce sellers are missing, especially Amazon, is email marketing. Very, very few know how to properly do email marketing or a lot of people think email marketing is so 1990s, but I can tell you my newsletter, The Billion Dollar Seller's Newsletter, I will personally put in my pocket in profit over $700,000 this year off of that newsletter because of email marketing. Email marketing works. If it's done right if it's done wrong and spam it goes you know it's but and there's so many sellers that. Don't have a list or if they do they've been capturing some emails off of a warranty card or registration or something like that and they're afraid to email they don't know how to email the only email them. Black Friday sales are the only email offers, but there's so much you can do with email marketing right now. That's ridiculous. Your sales as an Amazon seller, if you're doing 2 million a year on Amazon, you should be doing 2 million a year by email as well. And there's no reason you can't do that if you do it right. But you got to know how to do it right. And now, you remember back when Trump first ran for election in 2016, there was something called Cambridge Analytics. And this is where Facebook was getting all their targeting data. They're just getting all this massive data. It became a big brouhaha with privacy. Well, there's no such thing as privacy in the United States. It does not exist, period. It does not exist. I just had someone show me at Market Masters, he has a burner phone and that he only turns on and searches for very specific things and turns it back off. As soon as he does that, within an hour, his normal phone Facebook feed is filled with the stuff that he only used on the burner phone. There's Whole Foods, Amazon and Whole Foods right now, if you ever go into Whole Foods and you see those TVs, they're like kind of like little billboard TVs and Amazon, they're placed around the store. There's trackers inside the chips that you just, those healthy chips you just picked up and put back down. There's a tracker in that board that knows that you just picked that up. Within five seconds, that TV screen behind the deli can change to your competition's chips with DSP and retail media. It's crazy. You can do that with email marketing. I can now know if someone went to Seller Central and within 30 minutes, I can have an email in their box saying, come to my event or come sign up for my thing. Or someone that went to Chewy.com and just searched for Slow Feed Dog Bowl, I can have an email triggered to go out to them within 15 minutes, says, hey, I've got this on Amazon. I can build email lists. I can create, there's 212 points of data I have on every consumer in the United States from the type of car they drive to the type of handbag they carry. To what their last three charges, the specific companies, their last three charges on their American Express card were, I have that data. And you can mix that data with AI now and do customized email going out very specific, not a mass email to the same email to 10,000 people, but a very specific email to Bradley saying, As a Montreal Expos fan, blah, blah, blah, blah, blah, you're like, hey, that's me. How do they know? As a Montreal Expos fan who loves to referee sumo events, something like that, you can freak people out, but you can also do stuff at such a granular level with email marketing and you can turn this into pixels and stuff too, but email marketing is best. You can run circles around your competition and I think that's where a lot of sellers are not paying attention. They don't understand it. They don't come from that background. That's why like in my event, I had 16 people that aren't from the Amazon world because what I'm seeing out there is we used to all go to Amazon conferences and now I think you need to not be doing that. You need to actually go to Amazon conferences but also go to Affiliate World or go high level or go to some of these others because there's some really smart people Doing some really amazing things that when you blend these two worlds together, you can do some crazy stuff that just blows your competition out of the water. So that's a big one right now that I think a lot of sellers need to pay attention to. Speaker 2: I like it. Now, along with the theme of end of an era, we have two more ends of eras, the first one being Kevin King as host of the AMPM Podcast. I'm not sure if you know this, but there have been three main hosts of the AMPM Podcast. Manny, the founder of the AMPM Podcast, for those who don't know, was the start of everything. There was no Helium 10. That was the thing. Helium 10 was started, a few tools, because Manny wanted to grow the A&PM Podcast and then he quickly realized, wait a minute, I'm focused on the wrong thing here. But out of all the three hosts, you have hosted the most episodes out of anybody. More than Manny, more than Tim, and you never miss one. You would record these a month, two months in advance. As a producer, Mel and myself definitely appreciate that. Even Manny would miss episodes before and then we'd go dark for one week or two weeks, but you never missed a deadline, never missed an episode, never missed the edits you needed and lined up. We really appreciate it. You guys will find out soon, in a couple of weeks, what new direction the A&PM Podcast is going, but just wanted to, on behalf of the entire company, thank you for your time. As a host there, anything stick out? I mean, obviously you were a guest on the A&PM Podcast way before you became the host, but in your host time, like any good memories or like, wow, this guest was? I wasn't sure about this person, but oh my goodness, the info they gave was incredible. Speaker 1: I appreciate the opportunity. It has been a lot of fun. I took it over, I think, episode 296 or something like that. I had Manny Coats as the first guest because he's one of the co-founders of Helium 10. He doesn't like to really talk anymore. He kind of hibernates, but he came out and did that. The last episode coming out here in a week or two is with Guillermo. It's a good book and we tell some good stories. Doing podcasting is awesome because you get to be a little selfish sometimes too. I was booking my own guests so I would book people that I wanted to know more about and ask questions or maybe for my own In my own ways, I want to know the answer to and by default, then the audience gets to listen like a fly on the wall. So that's one of the cool things about doing podcasts is I can call up If I didn't know Bradley, I could call him up and say, Hey, would you come on? Can I spend an hour picking your brain? And he'd be like, I'm pretty busy, man. But if I call you up and say, Hey, will you come on the podcast? Yeah, sure. I'll come on the podcast. So that's the beauty of it. So yeah, there's been a ton of guests that delivered some really amazing stuff. Someone that stood out, man, it's been 180 episodes or 190 episodes or something like that. I can't remember exactly. One particular one off the top, but I had fun doing them all and I appreciate that opportunity. I'm still not out of the podcast game. I have Marketing Misfits podcast that I started a year ago with Norm. We co-host that. It's not an Amazon podcast. We've got about 90 episodes. We've had Neil Patel on there. We've had Forbes Riley. We've had a ton of big name guests and that podcast is a lot of fun as well. So I'm not disappearing. Just AM PMs going in a different direction as Helium 10 evolves. And I know whatever happens, it's still going to continue to be an amazing podcast that everybody should listen to. Speaker 2: And then the last thing of end of an era is You were the kind of face of a Helium 10 Elite program since the beginning, since before it was called Helium 10 Elite, it was called Illuminati, and that was one of my entrance into before Helium 10. I was an Illuminati member. Even before I was selling on Amazon, I saw the value in it. I saw a webinar with you and Manny or I heard a AM-PM podcast where you guys talked about it way back in like 2016, I think, and I was paying the $400 a month that used to cost. Back in those days, it didn't include Helium 10. There wasn't even a Helium 10 really, as we know it now, and I'm like, hey. Speaker 1: I have extra yards a week to pay for that, right? Speaker 2: Yeah, exactly. Yeah, I was like this is the value and so you've been doing that for even way longer than the AM podcast. Speaker 1: We started that February 2017. Speaker 2: Now, that has become more of a – because the world is different. That was the only kind of mastermind back then and everybody, of course, copied that kind of format. Now, it's unfortunately lost a lot of its luster just because it's kind of a normal thing now. Elite is going a little bit – or has been for a while – going a little bit different direction. You're doing your last monthly training. We'll definitely have you on as a future guest, but again, all the appreciation. I know I speak for not just Helium 10, but But for all the thousands of Helium 10 Elite Illuminati members we've had over the years who have benefited from your seven ninja hacks you do every month and your monthly networking calls, so man, really, really appreciate the time and dedication it's taken to put these things together. Speaker 1: Yeah, I appreciate that. It's nine and a half years of doing that every single month, but I've enjoyed it. It's been great working with the team, working with you and with Mel, Karen, Shivali, and everybody else over there. It's one of those things that's kind of sad, but at the same time, it's also kind of exciting because you need change. You don't want to get stuck in the same old rut, both Helium 10 as a company and me personally. So it's good to mix it up and bring some new life in and change it up and make it version 3.0. Speaker 2: I like it. You know what? Something just came to my mind. I might hit you and Norm up in Dragonfish. We should do a case study. And I'll pay for it. I'm not looking for freebies or anything. But I want to show – you and I can sit here on podcasts and stuff and talk about these things, but you know me. I'm the kind of person who will then spend hours going through it and then making like a Project X and then showing people the results and stuff. You and I, let's work on a different kind, not just any, you know, everybody's doing newsletters now, but let's make it a newsletter slash podcast where it'll be me, but coached by you and Norm, or I'll hire you guys to make my side persona, you know, separate from Helium 10. I'm allowed to do my own thing, you know, too, like I'm trying to make some money for my kids and things too, and maybe, you know, my daughter's a video editor. Let's start like something just to show people that, hey, we're not just talking about it. And I'm not going to make something that does $700,000 a year like you, not at that level, but hey, I can do something that probably makes a good penny that people out there. So that'll be our next endeavor. We're going to connect offline. Kevin, I'm saying this out loud just to put myself on blast. Otherwise, I won't follow through with it. Everybody can ask, but you and I are going to do something big. The Sumo Newsletter or something like that we'll do and then people can see that, hey, this stuff actually works. How does that sound? Speaker 1: That sounds great. You don't have to do a newsletter by the way. When I say email, that doesn't mean necessarily newsletter. Newsletters are a different kind of commitment but just emailing, just doing a five-part sequence to sell your brand and sell your stuff and educate doesn't have to be a proper newsletter like what I do. That's a whole another level of commitment just to clarify that. There's a lot you can do there. Speaker 2: Alright, let's get that done. So we'll figure out a fancy name to call this little mini case study or something. But anyways, Kevin, thanks a lot for everything again and definitely not the last time you'll be on the podcast. You've been on the podcast, the Serious Sellers Podcast, probably more than any other guest and I'm sure it's going to continue that way because of all the great information you give. So really appreciate it and we'll see you later. Speaker 1: Thanks, Bradley.