Gracey Ryback talks about Ecom Mastery .ai featuring BDSS

One of the things that really holds sellers back, sellers and brands, is that they kind of outreach with a very generic mindset of like, what's one message I could DM to 5,000 creators and what's the best like numbers game that I can play. I think there's also a lot of value in getting the content rights. So, the product video is about your product. The best case scenario is that you pay for the content rights and then you can use that video on your social media, on your listing for paid amplification. So the video doesn't just die after one post. Utilize it for however long and get more value out of your dollars. Hey Gracie, how's it going? >> Hi. Hi Amy. So good to see you. >> I can't I don't even remember. I think we were in Vegas last time we saw each other. It's been too long. I know. Well, the reason I'm calling you is because I want to talk about this event that both of us are part of, uh, ecommastery.ai. And this is where e-commerce and AI are merging. We're going to be talking about all the channels of e-commerce. We're going to be talking about the latest and greatest in AI. And we don't we've never had an event like this in the e-commerce arena. So, so excited that Kevin King is putting this together. and you're going to be talking about the secrets to working with influencers and creators. How excited are you about this event? >> Oh, I'm so excited. You know, we have gone to Kevin's events before. They are always a good time. They're always full of surprises and things you don't expect. And then not only is it like the networking and the meeting people, but he makes it so fun. So, like I know he's put in so much planning for this. It's going to be amazing. I'm so excited. >> Awesome. Yeah, me too. I love the way that Kevin King does events and there are so many planned for this one. There's multiple stages uh with different topics for everyone from beginners, people who maybe you're losing your job due to AI and you like want to get into e-commerce all the way to the multi-million dollar sellers that are just wanting to get the latest and greatest. Plus, there's really cool events every night. Uh there's like a cowboy party. There's I mean, the whole environment is going to be so cool. So, I can't wait for ecommastery.ai, AI, but I wanted to just ask you a few questions about your topic so people can get a feel for what you're going to be talking about. So, Gracie, you are one of the top Amazon live influencers. Most sellers reach out to influencers and get completely ghosted. What are they doing wrong in their outreach? And what actually gets a yes? So, I think one of the things that really holds sellers back, sellers and brands, is that they kind of outreach with a very generic mindset of like, what's one message I could DM to 5,000 creators and what's the best like numbers game that I can play when I think the real hack here is to really get personal. And that might take a little bit more effort, but it's not the same copype DM that everyone's getting because trust that these creators have really full DMs. And if you're blending in with everybody else, then you're very, very likely not to get a reply. So, be specific. Say like, "I saw this video." Tell them why this is an actual good fit for them and for you. Make it mutually beneficial. And just stand out from the, "Hey creator, I like your content. Let's work together." And I also say, keep all the details in the forefront. Don't make them say like, "Okay, like, well, what's what are you looking for? What's the budget? What's the timeline?" Don't make them ask all the questions. lay everything out and let them just say yes or no. >> I love that. Yeah. I mean, you have to remember that there's a real person behind those messages and they're probably getting hundreds of other messages every single day. So, just being ready with your offer, doing your research, all of that is going to be so powerful. And I know that the power of these events is in the networking and people actually getting to talk to you and learn from you while they're there is going to be really awesome. I know I've learned so much from you talking about influencers and influencer marketing over the years. So, speaking of spending money on influencers, what's the biggest waste of money you see sellers making when working with influencers and how should they structure deals to actually see ROI? >> Such a good question because I think there's been a major shift in the last year or two. It's when we used to look at influencers with like a huge flat fee up front and then they post for you and then you hope for the best and if it doesn't do very well, you're kind of just out of luck. But I think now we have more structures and options with it where we are more affiliate and performance-based. We're commission based and then you can also incentivize it even more with like a smaller flat fee, but it's performance-based. So the creator has motivation to do well and sell more and then you're only paying for the per performance that you're getting. And um I think there's also a lot of value in getting the content rights. So the product video is about your product. The best case scenario is that you pay for the content rights and then you can use that video on your social media, on your listing for paid amplification. So the video doesn't just die after one post. you're able to utilize it for however long and get more value out of your dollars. >> I love that. And I was interviewing Tiffany Ivanoski yesterday and she was saying the same thing like be able to use the same content across multiple channels. Reuse content that you already have. So, as you mentioned, if you structure your deal so that you're actually getting the rights to use that video, you're able to utilize it in multiple places. And that could really give you a lot of bang for your buck. And it's good for the influencer, too, I think, because their content makes it out to more places and um they get that kind of upfront um payment and they're not worried about you maybe using that video somewhere else where you're not authorized to. It's just like everything's on the table. We're doing good business from the >> Exactly. And now we're in the era of paid amplification whether we like it or not. It's the way social media is going. Amazon's really pushing it and so it's definitely what people are doing these days. >> That's so awesome. So, this last question I have for you, I'm so excited about the events that are happening at this event. And there's going to be some really cool things like I'm taking part in the Oracle bar where sellers can come up with their laptop, ask any question, and have any expert help them right on the spot. And you are going to be part of the creators meet sellers matchmaking event. How powerful is it to meet creators face to face versus cold DMing them online? This is one of the things I'm so excited about because personally going to events and meeting people face to face has completely changed my relationships, my business, and like the the opportunities that have come out of it. So going from like a cold DM and the the trust that you have to build there, it happens so much faster and it makes it so much more real when you get to meet somebody. And then we have all these amazing brands and sellers that are looking to work with creators. Trust that the creators are dying to work with you, too. They're there to meet you, to build relationships, to negotiate deals on the spot, and so you leave with creators and brands working together already, and they're like ready to go as soon as the event ends. It's going to be so good. >> Yeah. I don't think we've ever had an event with this opportunity before. And creators, like you said, are going to be so um on board for having those kind of relationships because it's it is those relationships with brands um that creators have when it's a good relationship that really lasts for years and is beneficial on both sides. So, this is going to give our brands a chance to really meet people, meet creators in person, develop those relationships, see who's a good fit, and leave the event with just incredible ROI overall and great relationships. moving forward. >> Yes. And another little hack, if any sellers and brands want to bring some units of their product to share with creators while they're there, that's one step you don't have to worry about once you get back home. They can see and have your product ready to go at the event. So, they're already creating content as soon as they're back home. >> I love that idea. Yes, bring samples. I love samples. Um, and I would say that the other thing is this audience at this event, we are going to have some people at this event that are new that haven't maybe they are not even in e-commerce yet. They're just interested in getting into it. So, being in a room like this where you get to see both sides, maybe e-commerce isn't for you and you've always wanted to become a creator. What better way to learn from people that have gone through that path? So, I think there's something for everyone at this event. There's so many little nooks and crannies to dig into. And everybody, you can save 20% with coupon code mastery at ecommastery.ai. And it's almost sold out already, this event. It's Yeah. And we're recording. >> No time. >> We're recording this in February. And the event is April 8th through the 12th in Nashville, Tennessee. And we're almost sold out already. So, if you're even thinking about it, the lowest price ticket is less than $500. You really don't have an excuse not to go. It is going to be insane ROI. There's different ticket packages to take advantage of different things for different levels. But, I mean, this is going to be one for the books. This is the first event like this that Kevin is doing, and you guys can't you can't miss it. Really, me and Gracie are going to be there. We're going to be having so much fun like we always do. >> And we hope to see you guys there. Thank you, Gracie, for joining me. 20% off using code mastery at ecommastery.ai. We'll see you guys there. >> Bye.