Top 7 Mistakes Amazon Sellers Make

Janelle Page.m4a [ 00:00:00 ]Hey guys, I'm Janelle Page and I'm here at the BDSS Market Masters event think tank and I'm just going to go over today some of the most common mistakes I see Amazon seller makes and how you can avoid them so that you can make bank. I actually don't have time to go through all seven so I'm just going to pick and choose just like a teaser content so that you'll be sure to attend the next event where you can learn more. All right, so let's jump right in. All right, the first mistake that I see Amazon sellers make and it's not just Amazon sellers. A lot of sellers that sell direct to consumer is they don't know who they're selling to. [ 00:00:30 ] So I always tell people, pick a person, because when we identify who our target market is or our avatar, we can create products uniquely situated to solve their problems. So I've got this free download, Misguided Marketing. If you ever want to go grab that, you can read about how I started one of my first brands and discovered how to market to a unique segment and really crush it. So it's kind of like niche marketing. All right, you read the slide on your own time because then we can cover some more stuff. Okay. Next, all right, how we apply this. So the last few years I've been working with influencers, celebrities, and just brands large and small to help them find product market fit and get really crystal clear on the avatar. [ 00:01:09 ] So here we've got, you know, Patty Cakes. He does like a gaming line. You know, he has a YouTube channel where he does video games, first-person shooter stuff. So we created a unique mouse pad that's designed to help you, like, really do awesome when you play video games. As you can tell, I'm not the target avatar. I don't really even play video games. But I'll tell you what, this mouse pad was awesome. It's like, you know, you could like move really fast and do awesome stuff. There are really cool features. Just go look at the listing. That's where we made the really good copy. So that's Ember Edge. And then launching all unique. We know now that we're going after like first person shooter, like video gamers, and we know exactly what products we're going to make next. [ 00:01:46 ] The mouse has got to be aerodynamic, right? The chair, the headphones that they wear. It's like we can now form that person in our mind. We know exactly what they need, and we've got the perfect person that they love that is developing our product. All the products behind it. So that's a good example. Dr. Ekberg, he's a wonderful doctor, health doctor that talks all about how to live your life, you know, increase your health span. And we launched in a very, very crowded market another electrolyte supplement. And we're going to talk about how we positioned it strategically so that we could displace the competition and create and carve out a niche market for us so that we weren't just another me-too electrolyte on the market because does the world need another electrolyte? [ 00:02:24 ] Probably not. But intermittent fasters? Totally. So that's what we're going to do. A product that was designed just for them. So that's what we talk about when we're talking about product positioning and understanding who your target market is. I could go through each of these, but I'm going to have to skip a few so we can get through some of the content here today. All of these, product positioning and knowing who our avatar was, niching down, allowed us to do six, seven, and eight-figure launches. That's what you can do too when you get crystal clear on who you're making products for, the problem that it solves, and you go to town. And you know when you pick a person, you know exactly where to go. So that's what we're going to talk about. [ 00:02:57 ] How to find them. That's the cool thing about identifying your target market. So if you want to learn more about this and dive deep, I've got courses all on my website where you can take deep dives. We're talking serious course examples, how you apply it to your brand, and it's pretty good stuff. So Mega Brand Blueprint, grab that one. It'll talk deeply about not only just picking your target market, but how to build the story, how to do collaborations, how to grow fast, kind of all the techniques I've used to build multi-million dollar brands. It's all yours and you can consume it at your own risk. So get your own pace. All right, next. Okay, positioning. I do want to touch a little bit on this. There's a full-in-depth course on product positioning. [ 00:03:34 ] It's probably one of the most foundational important things you can do as you build your brand. It's how you deposit the competition and you create a category, so that you have no competition. You're a category of one. All right, so an example that I'll give is, and I don't read all this to you, but think about laundry detergent and think every consumer in their mind, they have a ladder that they place products on. And your goal as a brand is to occupy that top rung. And then that's where you're going to make the most money. So I kind of did in my household how the ladder rung looked for detergent. My mom was a Tide woman and Tide had her heart and her mind and that's what she bought. [ 00:04:07 ] All right, but you know, there's like maybe All was on the next one, New Era, Sam's Choice, whatever. I don't really know what in her consumer mind was there. But if I was going to launch a laundry detergent, I do not want to come in here and try to do battle with all of these, right? I would create my own category class. I'm going to show you an example. If you launched a soft drink and Pepsi, right? If you launched a soft drink, you'd be going up against Coke and Pepsi and what are you going to do? Like, I'm better, I'm cheaper, I mean, it tastes great, less filling, you know, that whole thing. I don’t want to be in that situation. And so do what Red Bull did. [ 00:04:41 ] Instead of coming into this market and trying to compete as a soft drink or a Coca-Cola, a cola, they came in and they created a new category class which was called the energy drink. And I think that's pretty awesome. So it’s a category of its own, own ladder. Skipped a lot of slides. If you go into the course, I’ll tell you how each of these came along and created their own category class, you know, by creating a different type of product that didn’t compete in the cola market. And then we go back really quick. Oh, actually, when we're talking about the laundry, I don't have a slide for this, but just to tell you, Ryan McKenzie kind of shook up the laundry industry when he came along and he created a new category class when he launched True Earth. [ 00:05:21 ] And I don't know if you guys, if you're on Amazon, you see these all the time now, but they were the laundry sheets. No longer did you have to carry those big plastic sheets. Plastic jugs, you know, with detergent that's like 75% water, you can buy a laundry sheet. Totally disrupted the detergent market, created its, put a ladder over here, a new category class, and he's on the top rung. That's what we talk about when we talk about positioning, depositioning the competition. We go in-depth how you can do that with your brands and your products. Pretty good stuff. All right. Skip through these. And I want to show, like, how do you apply this to your brands? Well, just like I was saying with Dr. [ 00:05:54 ] Ekberg, we launched an electrolyte and we didn't just want to go be another Me Too electrolyte. So we created an electrolyte that was specifically formulated for intermittent fasters and, you know, people with, like, type 2 diabetes. So if you have to do long fasts or you're doing just a not eating breakfast or whatever, you want to make sure you get your electrolytes in. That's how we positioned it in the marketplace. There was nothing else like it. And, yeah, it was a home run. Another example is, this is Sean, Sean Kerr. He has one of the largest motorcycle channels and he created an all-in-one detailer made just for motorcycles. Because if you've got a motorcycle and you love it, sure, you could buy, like, a Shine Armor or some other, like, generic product. [ 00:06:32 ] But wouldn't you want a product that's made just for you and just for your motorcycle? That's exactly what we did. That's product positioning and that's what you need to learn how to do and picking a consumer and an avatar and build a brand. Okay. Oh, one more example. I'm working with the Huffs right now. They're my business partners. We're launching a supplement just for dancers. We call them Artistic Athletes. Yeah, we could launch Daily Greens. And we could go up against all the other brands. We could go up against all the other brands. We could go up against all the other brands. We could go up against all the other greens out there and pre-workouts and post-workouts. But, hey, who's created a supplement line just for dancers and artistic athletes? [ 00:07:03 ] No one yet, till now. All right. Next. All right. Second thing, it's actually number three. There's seven things. I told you we'd skip around because we don't have all day. But the one mistake I see a lot of Amazon sellers make is they fail to build a list. Now, this is the most powerful asset that you can have. You probably hear statistics, like 30% of your revenue can come from your email marketing efforts. Well, if you've got a list, you can do three things. You can do three things. You can do 30%, even more. You get really good at email marketing. So let's devise awesome ways to get our target market's information. Let me skip that one. Let's devise awesome ways that we can get our consumers' information. [ 00:07:39 ] Because we know when we sell on Amazon, we don't get that information unless we get creative on the back end and get a way to capture that. I've got an entire course on, I call them my amazing insert strategies. I've been selling on Amazon for over a decade. And list building is one of my superpowers. So these are some of the brands I used to have. And examples that I'll go into in the course, how I use them. And I think I got like 20 different examples. So it's a super awesome course. And I hope you'll take it. If you don't already have a great list building strategy, this is where you want to be. And I made it super affordable. All right. Next, tiny touches. I'm just going to give you some examples. [ 00:08:15 ] But everyone always talks about what's your review strategy. And they go to great lengths to try to get reviews. I have a totally different review strategy. It's just make a really awesome product and then surprise and delight the customer. I call those tiny touches. What can you do in your marketing, in your product, in your packaging, I don't care what it is, that your customer opens up the package and they're like, holy freaking cow. And it's a surprise. Because when people are surprised, they want to leave a review. They're going to talk about it to all their friends. It's the best word-of-mouth marketing that you can do. I don't even have to ask for reviews. They just come rolling in. So an example, one of the products we did with Sean Kerr with his bikes and beards, for his gloves. [ 00:08:50 ] First of all, they're made of Teflon so you can like drive down the freeway and drag your glove and it won't shred. Because that's why you wear gloves when you're riding a motorcycle. If you crash, you want your hands not to get shredded. Those Chinese gloves, they're totally going to be shredded. But anyhow, his consumer base loves America. They're like the guns and God kind of people and country. So inside the glove, we put the American flag fabric. And can you imagine how delighted the customers are when they get that and it's just a tiny touch? Not to mention we also package it in a commemorative tin. That's so rad. Okay. So of course, totally full of tiny touches. How I've used them in my brands, so many different ideas. [ 00:09:28 ] I think I even go into collabs. Make sure you get the mega brand blueprint for that because that's another great way to scale and grow your brand super fast. Do you know what? They just told me I'm out of time. I'm not going to have time to go over my image conversion strategy. It's the best way to increase your click-through rate and scale your sales on Amazon by using what I call the image storyboard strategy. But don't you worry. I got you covered. You can grab the course on my website. And if you don't like courses and you just want me to work directly on your brand, just go to Amazon.com and click on the image storyboard. Just give me a call. That's what I do all day long. Pretty much enjoy it. And again, I'm Janelle Page and you can find me at Janellepage.com. Oh, I didn't get to tell you about Glamnetic and what we did with our collaboration strategy. Dang, that's really good stuff. You can probably find that in the Mega Brand Blueprint. Say that five times fast. All right. Nice to meet you. I hope to see you in person and check you later. [ 00:10:45 ] If you have any further questions or suggestions, just tell me, okay, in a minute we're going to go talk at 5 p.m. And I'll write it all back. You come back tonight or mirror if it JanellePage.com. In the Mega Brand Blueprint, say that five times fast. All right, nice to meet you. I hope to see you in person and check you later.