It’s that time again! After last week off, another session of Ask Scott is back! Scott took last week off from the Ask Scott Sessions to continue his five-part series that spelled out a Private Label Roadmap. If you want to check out the roadmap, check out the “Start” link in the resources section at the end of this post. On this episode of The Amazing Seller, Scott provides his usual thought of the week and then he tackles topics including product reviews, getting started without a mailing list, product variations, and more! You don’t want to miss this informative episode!
Is it too late to start in the 4th Quarter?
As many ecommerce sellers are in the throws of 4th quarter and the holiday shopping season, Scott often gets asked if it’s too late for new sellers to get started. His answer is a resounding NO! On this episode of The Amazing Seller, Scott explains why, even now, is a great time to list your product and get started selling. Don’t buy the lie that there is a perfect time to start. You can get started right now and begin building momentum for your brand. Listen to this episode as Scott breaks down why sellers like you should get started even in the middle of 4th quarter, you don’t want to miss it!
Stop Making Excuses!
Is it easy to launch your own ecommerce business? No, of course, it’s not easy. But it doesn’t have to be as daunting and intimidating as so many make it out to be! On this episode of The Amazing Seller, Scott explains how sellers like you can take steps to getting started with your businesses today. The biggest thing you have to decide is to refuse to accept any excuses. Don’t accept excuses from others and especially don't’ accept excuses from yourself. Now it the time! Jump in and put your first plan into place. If you need a good roadmap, make sure to check out the resources that Scott has put together in the resources section at the end of this post. Don’t make any more excuses! Hear more from Scott on this episode.
Should You Have Friends and Family leave reviews?
As you launch your product and are eager to drive sales and get your brand off the ground, you might be wondering if you should call on friends and family members to review your product. Is that still a good idea? How do you send them the product if you are giving it away to them? On this episode of The Amazing Seller, you’ll hear from Scott as he gives an update on this topic. Scott encourages sellers to stay away from using this strategy to get reviews started for their product. Instead, Scott says it's best to focus on getting clicks and sales, then the reviews will follow. To hear him expand on this topic and much more, make sure to listen to this episode!
OUTLINE OF THIS EPISODE OF THE AMAZING SELLER
- [0:03] Scott’s introduction to this episode of the podcast!
- [4:00] Is it too late to start in 4th quarter?
- [5:30] Stop making excuses!
- [14:30] Question #1: How can I get my products to friends and family to test?
- [23:30] Question #2: What do you recommend to launch a new product in a new category without a mailing list?
- [28:30] Question #3: How do I decide which variations to promote for my product?
TRANSCRIPT TAS 445
TAS 445: Ask Scott Session #137 – PL Roadmap Recap – Launching Products for Sales and Reviews – Variations Strategy
[00:00:03] Scott: Well hey, hey what’s up everyone! Welcome back to another episode of The Amazing Seller Podcast. This is episode number 445 and session number 137 of Ask Scott. This is where I…
[read more=”Read full transcript…” less=”Read less”]
…answer your questions here on the podcast and I do it every single Friday except for last Friday. And there's a good reason I took last Friday off from the Ask Scott Sessions. Now you may or may not have been following along but what I ended up doing was a five part series. It's what we're calling our private label roadmap. Now, some of you know I do a workshop where I break down the five phases where we talk about how to pick your product, how to source your product, how to do a pre-launch, how to do the launch and how to promote the product to continue to get sales.
So that's what those five phases are. We do it on a workshop in about 90 minutes. Well, these five phases what I want to do is break them down and discuss them here on the podcast. To be honest with you I wanted to keep them at around 30 minutes. Some of them as long as 50 minutes. I think one of them actually might even be a touch over. I invited my good friend Chris Shaffer on, kind of like we do on the workshops. If you did not attend one of our workshops and you wanted to, and you want to go through in a 90 minute window, you can always go to theamazingseller.com/workshop. Now the series, the audio version of the series that I did for the podcast can also be found at theamazingseller.com/start.
Now, I did this for a couple of different reasons. Number one I get a lot of people that still ask me, “Scott where do I start. I listen to your podcast over 400 episodes and I'm kind of lost and I want like a plan. I want to be able to execute like step one, step two, and so on. A to Z.” That's where I started thinking to myself, I probably should create a series and I probably should have that then located in one area and that is going to be on the website, theamazingseller.com/start. So I did it for a couple of different reasons. I wanted that resource there for you and also I can point people there that need that resource when they are starting.
[00:02:07] Scott: So are the reasons I decided to do it and again, the workshop we break everything down just like we are talking about here during that five part series. So that's what's been happening, that's why I wasn't here last Friday but I'm back and depending on when you're listening to this, we're in December. Like we're in December now. This is airing December 1st I believe and lot of cool things happening. Once other thing I want to talk in TAS news is we are still taking submissions for our scholarship that we're doing. We're going to give two scholarships to our private label classroom and all you have to do is submit your story and just to give you a little bit of a recap on what is going to entail.
It's really just you getting on video and sharing how long you've been a podcast listener. Obviously tell us your first name, where you're from and then tell us one thing that the podcast has helped you with. What is one thing that TAS has helped you with since listening? That's it. And then once you do that you're going to submit that video, we actually show you exactly to do it if you want to use YouTube or Facebook and you can get that or all the details there at theamazingseller.com/story. If you're listening to this before December 6th, 7th, something like that then you can still submit that story. Of course if you want to submit it later you can, you just won't be entered into our contest or our giveaway.
We're giving away two scholarships which is a $1,497 value and then some because we actually have some bonuses stuff that you're actually going to get as well. So that there is what we're doing and I'm super, super excited to be able to give those in and just listen to TASers stories. I love that, whenever we get to a meet up it just fuels me. I just get really, really excited, pumped up after listening to those and a bunch of them are coming in already so super excited to dive into that.
[00:04:00] Scott: So again, the holiday season is here, we're in fourth quarter so lots of cool things happening. A lot of cool things that I can't wait to share with you that are working and that are not working in the new brand. So really, really excited about that. Hopefully you're having an awesome fourth quarter or again, this is another big thing that I get a lot of people that ask me this. They say, “Scott what if I can't get in for the fourth quarter? Should I not start? Should I wait until next year?” It's like no, you should start right now. Like why not? Just because it's fourth quarter now for us that have kind of been doing it for a little while, doesn't mean that you can't get into the game even though you might launch after the first of the year. I get a lot of people that say, Scott well, it's fourth quarter, should I even be looking at products? Yeah, you should.
You should be and that's something else that we talk about in our private label roadmap and inside of our workshop is really like in the research phase we're not just looking at the surface numbers. We're looking at like historical data. Like we're not just looking at like the fourth quarter numbers and a lot of people say, “well aren't they skewed?” Yeah they can be but that's why we're not just looking at those. There's other ways that we're going in and looking at the history and also seasonality and all that stuff but bottom line is why not start right now. Why not? That leads me into my thought for this week is stop making excuses.
I'm sorry I don't want to be harsh but if that's you and again no disrespect here. I'm totally like telling you this, if this is you it's because I know I've been there and I still make excuses in certain things in my life and then I have to correct myself and go, “Wait a minute Scott. Why are you not doing that? What are you afraid of? What if you don't do it? What's the consequences? So I'm only saying this because I care about you and I care about people in general that are like blocked by fear and afraid that it might not work or their first product might not be the one.
[00:06:08] Scott: So what I want to do here is I want to empower you. I want to inspire you and motivate you and just let you know and shake you a little bit and say listen, listen. Stop making excuses, make a decision to yourself to just start. Even if you just give yourself that listen, I'm going to start for 90 days, kind of like a workout program. If you start a workout program there are generally 60 to 90 days. Why? Because it generally takes 60 to 90 days to even get results from the workout program and it's also like scheduled for you to do certain things, certain days.
And certain chunks of like your exercise programs like maybe the first month you do more cardio, then you build up to where you're doing the second part more weight training, then in the last one, maybe you're mixing it. It's the same thing in business. There's different stages or different phases that you have to get yourself through but you have to make the decision to just start. It's the hardest part. I know, it is but you have to. Okay and the reason why I say that is because if you are saying to yourself man I wish that I launch a product or I wish that I can just sell online, forget selling on Amazon for a minute.
You might be just saying like I just want some extra revenue. I want to dabble and see if this thing can work for me. Like there's other things that you can do and that's the other thing. I get a lot of people that say, “Scott, I would love to start but Amazon is just too saturated now. It's just too saturated and I just can't do it.” There's people doing it every single day that are launching products, that are successful and there's successful people launching products on eBay every day. That's the other thing I get from a lot of people. “Why would I try eBay. It's got low traffic and you have to ship stuff yourself.” Again, excuses. Like if you just want to start, really, really low risk way go to eBay.
[00:08:03] Scott: Take your stuff that's in your house right now and just do me a favor, list that stuff on eBay. Go through that process, set up an account, take some pictures and put them up on eBay. There's no excuse to not start something. I promise you if you start something it will continually give you momentum. Now, I would like to see you start on Amazon because I do feel as though Amazon is a great place to start, it's a great place to launch and I think that also you can have part of your business reside on Amazon. Now you guys may have heard me talk a lot about well I'm not a huge fan of building your entire business on Amazon. But I do think that you should start on Amazon.
Now, there's a lot of different ways like I said to start. There are some people that are building niche site sale. If you don't know what a niche site is, it's basically going after a market and then building a website which again takes time so you might not cost as much money for inventory or anything but it's going to take a lot of time to get that thing built, to get traffic to it, to start getting it ranked in the Google Search engines and all that stuff and then you may be able to make some sales doing Amazon Associates or affiliate sales. You might make 4% to 6%. Maybe you're going to do Ad Sense which is basically Google Ads.
Like there's all these things you can do but everything you can say well aren't niche sites like over saturated now? Yeah, kind of but they are still room there for you. eBay is there still successful sellers on eBay? Yes there are and there are people coming on every day. Is Amazon saturated? Yeah if you're going after products that sell 100 units per day and maybe you're in supplements or maybe in silicon spatulas or something like that, that we've talked about not going into. Yeah, those are going to be saturated. Is there still room for you? Yes. There' is. There is. So these to me are all excuses, there's no reason not to start. Zero.
[00:10:02] Scott: The only reason to not start is because you're afraid, this is your own thing or my own thing when I was going through this is like because you're afraid that what if it doesn't work. So if it's a matter of money, I'm not sure if I want to put out that kind of money like a $1,000. I don't' want to test it with a $1,000. Well, then go to eBay and start there. Like I said, take your stuff that you're not using that you would put into a garage sale and sell that stuff or do retail arbitrage on Amazon where you can start with as little as $200. And start selling product that way. You see what I'm doing here. I'm trying to get you started.
You might even want to write this one down. Stop making excuses, just start. Make the decision to just start. Sometimes we need a kick in the butt, I'm guilty of it trust me. I'm guilty. I'm not sitting here saying that I don't need a kick in the butt every now and then. I do and I fall into this stuff, that's why I know that we all kind of we get into this funk and we get into this thing that we're like what if? What if? Why can they do it but I can't do it? These things are normal. They are normal thoughts. I want to be here to give you a little shake up and say, listen to me, you have just as much of an opportunity as the next guy. You just have to understand that there's no guarantees and that's okay.
There's no guarantees in anything. There's no guarantee that you're going to have a job next week. Your company could shut down and fire you or lay you off or give you an early severance. That happens. Every day it happens. That can happen. So the risk is really no different that if you had a job. So all right. I'm done with that. I wanted to get that out of my system and I wanted to really just connect with anyone that is feeling this way. Because I believe that it's still a great time to start your own online business. And it can be of any way that you want to do it. It's just here we do talk a lot about starting on Amazon because there's so many different things that they help us with in the beginning.
[00:12:07] Scott: Like I said you don't need a website. You don't need traffic. You don't need a merchant account. You don't need any of that stuff. You don't need customer service. You don't need it. They have it all. Okay and now they're rolling other features like they just rolled out the new coupon delivery where you are able to now have codes that are going to be positioned and targeted towards your past customers or different ASINs. Like that's all new stuff that Amazon is allowing us to take advantage of. It's part of their system, we didn't have to build that on the back end. We didn't have to get a plugin for our website to make that happen. They are doing it. So again, that's the reason why we want to start there because they do make it a lot easier.
So just commit to the process and understand that some things are going to work and some are not going to work. It's okay. It's part of the process. So, to end that little rant if you're feeling this and if you just want more structure and more of just like a road map, then I wanted you go to theamazingseller.com/start or just go to iTunes and search for part one of our PL, it's labeled PL Roadmap. Just do Private Label Roadmap and then just go through part one and then just go through the whole series. I did it there for you. Now, before we jump into today's first question I wanted to remind you that if you did want to attend one of our live workshops our last one for 2017 is going to be December 6th.
That will be on a Wednesday and that will be at 9pm Eastern time. So that's December 6th and what we're doing there is we're going through the five phases and I'm there to answer any questions. Chris Shaffer will be there and that will be our last one which we'll probably be like a marathon because we generally stay on till we drop for Q&A. But if you want to ask a question, if you want to attend that, any of that stuff definitely attend that.
[00:14:04] Scott: We have downloads, we have some goodies, we have some bonuses that we have there. We're going to be giving away to attendees and all of that fun stuff. So definitely check that out. It's going to be our last workshop in 2017. So if you're all interested definitely, definitely go register. Let's go ahead. I know that was a long intro but I had a lot to cover there and it's been a couple of weeks so, oh I should remind you too. If you have a question head over to theamazingseller.com/ask and record your question and I'll do my best to air it on an upcoming show. So let's go ahead. Let's get to it. I talked long enough here in the beginning, let's go ahead and listen to today's first question and I'll give you my answer.
[00:14:40] Michael: Hello Scott my name is Michael. I do really like your show. I got recommended to your show from a guy that I met on a plane and he told me that he was following your advice. He made a lot of money. He was living the dream in Thailand. He was doing these sales and having a good time and he was like, “My only problem is picking my next country I want to live in. I'm not sure which one?” Anyways, I've been listening about ten of your podcasts so far and yeah thank you very much for doing them and I do really appreciate them. I do have a question though. You said, when you're getting started you get a sample product, so I get you would get a sample from different suppliers.
Once you're happy with that you make an order of maybe 500 to 1,000 units. When that is done, you said to make a launch list, you make a list of friends and family, coworkers and so on to give your product to. So my question here, how do you get that product to your friends and family because what I understand, with those five hundred of 1,000 units you ship them to Amazon. So how do you physically get them to your friends and family? I do live in Australia. I have a Swedish accent. It's a long story anyways. In Australia how do I get like the products to my friends and family? That would be great so I can give the product away and then I can get them to make reviews and then you get the pay-per-click activated.
That's my question. Thank you very much Scott. And yeah, stay awesome.
[00:16:34] Scott: Hi Michael. Thank you so much for the question and that is just an amazing story that you're on a flight, get talking to someone and then they recommend the podcast and here you are. It's just amazing, it's still mind blowing when I hear stuff like that. So thank you for being a listener. I want to thank whoever recommended you to go listen because that's pretty awesome. Word of mouth for a podcast. That's pretty amazing. All right, let's dig into this because now I do get people that say Scott, I know in the past and again, this is why I've updated my series or my process. I'm not a huge fan anymore of reaching out to friends and family.
I personally don't do it anymore. I did do it in the beginning and I really only did it for I think my first two products. I still think that you can do it, you can get away with it. I don't think there's anything really even gray hat about it as long as you are giving your product to a family member or a friend or a friend of a friend and you're asking them for their honest review, unbiased. They don't write anything there or anything like that, it's actually them reviewing the product and doing it legitimately. That' the first thing. If you're just handing it to them and saying, “Hey, can you give me a five star.” I wouldn't do that. I don't suggest that. It's against the terms of service. Wouldn't do it. There's nothing wrong for you having a brick and mortar store and you say to your buddy, hey my friend just opened a store could you go buy there.
Could you try their coffee and then could you go review their coffee on Yelp or whatever. There's nothing wrong with that. You can totally do that because it's a friend going in, honestly trying the coffee and if they don't like it, put it in there like I'm not telling you not to put it in there. So that's what you can do. You can do that technically, I personally wouldn't even probably even suggest doing that. I know that you're concerned with because you have people that live in other parts of the world and you're asking like how do I get that product to them.
[00:18:41] Scott: But before I even get to that point, I don't necessarily think that you have to go down that road. That's why I put together this private label roadmap series and that would be in probably part three or part four of that series or again in the workshop, we cover that. I also talk a lot about launching using an email list and that can be found at theamazingseller.com/buildlist, that one I'm a huge fan of.
That one I’m a huge fan of. That’s the one I recommend to anyone that’s starting and also if you’re not able to build that email list and you don’t want to do that that’s fine. I would reach out to influencers in your space and again I think one of the tips here is don’t go after someone that has a million followers. Go after someone that has 50,000. Something on a smaller scale as far as social media goes and then this way here they are more likely to do it.
That would be one way. But you’re more or less asking like how do you get your first set of reviews. Again if we’re picking the products the way that we talk about here on The Amazing Seller we’re talking about finding products that follow the ten by ten by one strategy. What is that if you’re brand new? You need to listen to the series but I will give you a little bit of what that is. It’s selling $100 profit per day. That’s what we’re talking about.
How do you find a product that sells ten units a day at $10 profit per one product? That’s what we’re looking at. If you go down that road you don’t really need to go and start getting reviews right out of the gate. You could probably turn on pay-per-click or do a little small promotion and do fine. Then once you do that you’re going to start ranking. The reviews are not going to, and this is another myth that people think that reviews are going to help you rank. That is false.
The reviews may help you get more sales and then that will help you rank but the review itself does not. So I wouldn’t go at it in the beginning thinking you have to get reviews. What I would do is I’d figure out how to get sales. So you got to switch your mind a little bit and start thinking to yourself how do I get sales? That’s the only thing you should be thinking about.
[00:20:43] Scott: How can I go ahead and ask people that are in my space, in my market, maybe an influencer, maybe someone that runs a popular blog whatever, how can you get in front of their audience. That’s what I would do.
That’s kind of like the shorter version of it. Me personally though I would probably build a little email list. I would run a contest, I would spend maybe 300/400 bucks. I’d build a list even if it was only of 1,000 people and I would launch the product that way. Then that way there you have an asset and you can also do some cool stuff that we talk about in our build list workshop where you can do some retargeting on Facebook and all that fun stuff. But I wouldn’t necessarily go down that line. Now, you asked also how would you fulfill those items?
It’s very simple, you would go into your account and manually fulfill those. Or if you have someone in your possession you can just mail those. You can also give out a discount code to those people and then they can go buy it. Then go through Amazon to actually get those or you can just again, like I said you can go and create a manually fulfilled order. You’d go in and you would just enter their other information and you would ship them one. People don’t realize that like if you listed one on eBay and you and some in inventory inside of Amazon, you can manually fulfill that go to and send it to the person that bought it on eBay.
Amazon is also a fulfillment center. Like they will ship it wherever you want. You just have to tell them where to ship it. You can do that. There’s options there for you but I personally would go down the road of not even targeting those people in the beginning. I would go after how can I go after people that don’t even know who I am. Then the other side note here is if you do want to start going after feedback and reviews which I do think you should the I would use a tool to do that or you can manually do it but I would follow up with those people and ask for honest feedback and reviews after they purchased. Then that’s a way to start getting organic reviews.
But understand this, the more sales you will generate even if it’s a promotion the greater chance you have of starting to get feedback and reviews.
[00:22:43] Scott: It’s just the way it works. It’s a numbers game. That’s what I would recommend, it might not be what you wanted to hear, I’m sorry but I'm not a huge fan of friends and family anymore. Like I said in the beginning I did it for like one or two products and it was really only like handful. That was like ten people that I reached out to and I just told them that I had a product, I’m going to be selling on Amazon and can you do me a favor, if you want one I’ll give you a discount code and just give me your honest feedback and review. That’s it. But again, I don’t even think I’d do that now. Actually I know I wouldn’t do it anymore because now we’re building email lists and all that stuff.
That’s my long winded answer for you Michael. Again I appreciate you listening, I appreciate your passenger there on the plane that recommended the podcast. Thank you so much. Keep me posted on your progress and what you end up doing. I’m really curious and I wish you all the best. Let’s go ahead and listen to the next question and I’ll give you my answer.
[00:23:43] Melinda: Hello Scott. My name is Melinda. I love your podcast. I've learned a lot from you. I have a question about launching a new product in a new category that we’re entering. We used to refer Viral Launch but now it’s not on there and I looked at FatWallet and FatWallet is no longer available. So what are you recommending to launch a new product in a new category without a mailing list? Let me know. Thanks Scott. Bye, bye.
[00:24:14] Scott: Hey Melinda. Thank you so much for the question and I wanted to answer your question right after Michael’s question because it does go hand in hand with what we just talked about. We talked about like using either a deal site but then also influencers and stuff like that. I would probably do exactly what I said to Michael. But if you’re looking for even a little bit more of a short cut there are deal sites out there. Some of them have converted from where they were based from a review kind of site where you would get discounts in exchange for a review. People would sign up knowing that if they purchased the product they could and they would get a discount but they would be obligated in a sense that they would have to leave a review.
That was part of it. I know some wording on the sites well we didn’t necessarily say they had to but we encouraged it and these things. I like to stay away from those. Now, there’s nothing wrong with some of these and I’m not going to mention any names right now because again my thought is. These different groups are building an email list. It’s exactly what they are doing. They are building an email list and it doesn’t matter. If you’re using something like Slick Deals, Slick Deals is like one of the biggest ones out there right now.
I have not used them personally but basically they done the same thing over the years. They’ve built a database of people that are hunting for coupons. So yes you can go ahead and request to have your deal set up there or have someone else share it there that’s already been approved. I know it’s, from what I gather there’s quite a process to get yourself to the point where you can just post deals all the time and maybe someone knows I don’t because I don’t use them. But from what I heard is it takes having a little bit of history on Slick Deals. You just can’t open an account and start posting deals because there are spammers on there and all that stuff. So you gotta be careful, so you might have to find someone that can post it for you.
[00:26:14] Scott: Yes you’re right. Fat wallet has closed, I wasn’t aware of that but now I am. So Fat Wallet was another one but again if you look for just a regular deal site that would be where you could go and post your deal. I’m not sure how effective that would be because it is. It is random, meaning that people that are there are raising their hand just for deals, not for your specific market. Yours may do really well and it may not do well at all. That really has to do with a lot of these lists out there that are being built for deal sites. That’s why I’m again of going to the market, creating an offer that we can give to those people as a contest offer and then people raise their hand that are in that market.
To me it’s more focused, it’s more dialed in. That’s what I like to do. But yes, it is a process to do that. So I would again suggest the same thing I did with Michael is find an influencer in that space or reach out to a blogger, something like that but again you can still try deal sites if you want to. But going back to how we pick products. If you’re picking products that follow the ten by ten by one and also that meet the criterias as far as low reviews, we’re not going after these highly competitive products, you don’t need a ton of sales out of the gate to start getting some movement. Then you can just start up pay-per-click and have eyeballs on your product and maybe even just use the coupon area where you can now give maybe 20% off or something like that for when your competitors ASIN show up , you can show up for that.
There’s a lot of cool things that you can do, not just putting your offer on a deal site. I would say spend the time, build your own list or go out there and find someone else that’s already done that and then go after that inside of that market , not just at a random deal site. That would be like throwing mud at the wall and seeing if it sticks. You can try it but I don’t necessarily think that that would be the approach that I would take or that I would recommend but you can do whatever you want. But that’s just my thoughts on it, good luck to you and keep me posted on that. I want to know how you make out.
So let’s go ahead and listen to one last quick question, I’ll answer it. We’ll wrap this up and you guys can get on with your weekend and with your December, because we’re in December now. Crazy, right. Let’s go ahead and listen to that question.
[00:28:24] Alex: Hey, what’s up Scott. This is Alex. First of all thanks for all the work that you’ve been doing on this podcast. It’s been so helpful as I’ve started my Amazon business about a year ago. In fact because of a number of things I’ve learned on this podcast I’ve been able to build my business to the point where my family and I moved to La Poste Bolivia earlier this year. My wife got a job working for an NGO and I now have the flexibility to work anywhere in the world provided they have good internet.
But onto my question, so I’m launching a new product that has two variations. A set of four and a set of two. Now obviously the set of two is less expensive but the set of four is more profitable for me. I would love to hear your thoughts on a long strategy for these products, these two variations. Should I focus on ranking the set of four or the set of two? Or should I equally distribute the sales of my launch promotion between the two of them? One other note on this, most of my competitors rank for the set of four but they do have a set of two variation available as well. So yeah, love hearing your thoughts on this Scott and hey, if you ever decide to do a meet up in Bolivia let me know and I’ll take you out for lunch. Take care.
[00:29:45] Scott: Hey Alex. Thank you so much for the question, thanks for being a listener and congratulations on launching and also congratulations on having some variations. Love variations. I’m actually experiencing this now in our new brand. We launched a product that has four SKUs and the cool thing about variations is things like you’re saying. You can do some really cool stuff and you also are able to give them more options which in most cases will appeal to a wider range of people. So if they don’t like the red, they might like the blue. You get what I’m saying. So that’s really cool about that. And if you’re doing like you’re doing, bundles like a two pack and a four pack the cool thing about that and this is something that you have to test.
So I’m not going have like an exact answer that’s going to perfectly work. What I would probably do, my approach would be this, you’re saying like you have a listing and you have two different SKUs underneath that listing. I think that’s how I heard it. So you’ve a two pack and a four pack. The four pack obviously is a little bit more expensive but is more value. The way that that should work depending on how you’re doing this if that two pack is going to cost $20 okay, or let’s just say $10, let’s say the two pack costs you $10 that four pack would be at $20 then. Well, you don’t want that four pack to be $20. We want that to be like $15 or probably the way that you’d want to work this is let’s that the two pack was $15.95 or something like that.
Then normally the four pack would be $31-ish, something like that. Not to get crazy here with math on the fly. But the four pack would be $20. That’d be a great deal. So that’s the cool thing about doing a two pack, four pack type deal because you’re going to be able to have a better offer. So what I would do is I would test it. I would run, pay-per-click to the lower priced item to get the interest. It’s kind of like you're lead in offer and then from there I would let them see by going into the listing, they are going to see that the four pack is a better value.
[00:31:51] Scott: Okay. So that’s what I would do. I would probably even put something in the description, somewhere we can talk about the two pack versus the four pack type thing. I know there’s some terms of service type of stuff there so just read that, make sure that you're following that stuff. You’re not going to be in there like putting in like huge promotions but you can also, here’s another cool thing that you can do is you could on the four pack you could run some type of percentage off. That could be something like buy one and get the second for 20% off or something like that. Then from there that is how again, you’re using that front end product listing or the product SKU to get to the listing.
And then once they get in the listing they’re going to get that stuff inside of there. The cool thing with a new coupon thing that they just rolled out if they land on that one product or even if they are searching for another but that’s for another discussion but if they land on your product they’ve been cookied in a sense as we call kind of in like retargeting world and the affiliate marketing world it’s where they know that you’ve been there and then if they haven’t bought they could get presented with an offer. Which is pretty cool. That’s pretty cool stuff. But you have the opportunity to do that with a two pack or a four pack because you have this one priced item and then a better value in the four pack. I think that’s kind of how you have to position it.
I think what your question was now that I’m rambling here a little bit because there’s a lot of things you can do with this now. Should you run traffic to the four pack or should you run it through the two pack? Again, I’m going to give you the answer, probably not going to be the best is I would test. I would go ahead and I would run paid traffic to the more expensive one. Because number one if you make that sale you make more money so that maybe helps your ACOS in pay-per-click but again in something like this I think you’re going to do better if I as to guess I think you’re going to do better if you drive to the low priced one and then from there it will lead them into the more expensive one.
[00:33:48] Scott: But again we got to test it. It’s the only thing that we can do here. I think you got a lot of great things you can do here and I’m excited to hear how it works for you and just let me know. I’m curious to see how that works for you. Hopefully this helped. Hopefully I didn’t ramble too much but yeah lead people in with the lower priced item and then I would more or less up sell them to the other one and then go from there. If you’re building an email list, you could even on the four pack just run a coupon maybe 30% off and then that way there that will spike that. The other thing I should mention this, I said I was going to end this but I got one more thought here.
This is how it happens when we sit down for coffee. We just start running through these scenarios. Here’s the deal. Let’s say for example you wanted to run a 30% off coupon with your list, let’s say you have a list and you want to drive traffic to the four pack. Now, why would you want to drive traffic to the four pack? Well, that would help you show up in search. Generally, when you are ranking, when you have different variations, you have colors and stuff like that the reason why a certain SKU will rank is because that’s the one that’s getting majority of the sales. That’s the one that people are buying.
So if you want to rank for the four pack because you know you make more money on the four pack then what you’re going to want to do is drive traffic and sales through the four pack. Now, again, that’s another thing to test but just another thing to think about. If that’s your goal to rank then four pack then that’s what you probably want to do. That is going to be the end of that thought, I hope here. That’s how it happens guys. We sit down for coffee and you just never know where the conversation is going to go. We just keep going back and forth and it’s crazy because I don’t even have anybody to go back and forth.
[00:35:47] Scott: I was going back and forth in my mind of what we can do. Pretty cool. All right guys. That is going to wrap it up. A little bit of a longer Ask Scott here I apologize but we did skip last week’s so I had a lot on my mind there in the beginning about not making excuses guys. Just start. You got to just go it and I’ve already created that resource for you theamazingseller.com/start. So go check that out of that five part series or you can just go to your podcast app and you’ll see them in order and then from there if you want to attend our last live workshop of 2017 I would recommend showing up for that live because I’m going to be there live with Chris Shaffer. We're going to answer questions you have.
We're going to go through the five phases there in about 90 minutes. This is going to be a workshop, we’re going to give you downloads and checklists that you guys can go through. Really it’s the step by step way that we are launching products now currently and the way that you can launch them too. So that’s theamazingseller.com/workshop. Check it out, register. I’ll see you there and you can get ready for 2018 which is almost here which is crazy.
All right guys, that’s it, that’s going to wrap it up. Remember as always I’m here for you, I believe in you and I am rooting for you but you have to, you have to… Come on say it with me, say it loud, say it proud, “Take action.” Have an awesome, amazing day and I’ll see you right back here on the next episode. Let's go get them!
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