TAS 564 (Coaching Call) The Roadmap to Build a Business Around Your Passion?

Can you really build a business around your passion? Is it a realistic goal to have a brand that operates anchored around a topic or subject matter that you are engaged and knowledgeable about? On this episode of The Amazing Seller, you’ll hear from Scott as he sits down with a TAS follower like you who is building his ecommerce business. In their conversation, Jeff opens up about how he got started with ecommerce, how he’s built up his business, what he’s trying to accomplish, and much more. You don’t want to miss a minute of this valuable episode as Scott gives Jeff a good push in the right direction!

Find your niche.

Have you found your niche market yet? Are you ready to go out there and build a business based on your passion? Now is the time to act! There are so many tools and methods that ecommerce sellers like you can use to get your business off the ground and build your niche audience. Scott encourages sellers to take the time and really drill down to locate that specific niche market that you can use to build your brand. If you are struggling with finding your niche, this is the episode for you! Listen as Scott coaches a seller like you through the process of locating a niche and building a solid brand from there!

Why you should use video to reach your audience.

Did you know that video is grabbing more and more of the market share? It’s true, just take a look at your Facebook or Twitter feed! What can you do to take advantage of this trend? According to Scott, sellers like you need to get your face or the face of your brand’s spokesperson on video and exposed to the public. Think about it, you are more likely to trust and engage with a brand that takes the time to engage with you. Don’t overthink or over complicate this step, learn more about using video to engage your audience by listening to this episode of The Amazing Seller!

Use autofill to your advantage!

What would it be like to have access to the top keywords and often searched for phrases that relate to your brand? Sellers like you can use the autofill feature in the search box on Google, YouTube, Amazon, and other sites to find out what people are searching in relation to your niche product. What are you waiting for? Take advantage of this easily accessed tool that can give you the info you need to make your brand competitive! Learn more about this tool and others by listening to this helpful episode of The Amazing Seller!

Tried and tested methods that work.

Starting any small business can be scary, let alone one that deals with suppliers overseas and customers that you’ll likely never meet face to face. How do you know that your ecommerce business is on the right track? How can you be sure that you are using the right strategy and methodology? Scott can really talk a good game, but its not just talk, Scott has the experience and the success to back it up! Don’t fall for the flashy and gimmicky methods, look for the leaders who are willing to shoot you straight and give you the unvarnished truth. Make sure to check out the resources section below to go further with Scott’s methods like PACE!


  • [0:03] Scott’s introduction to this episode of the podcast!
  • [3:00] Jeff Lukups joins the podcast.
  • [5:30] Jeff opens up about his background how he got started in ecommerce.
  • [10:00] Why it’s helpful to choose a niche market you can stay engaged in.
  • [15:30] Jeff talks about his brand and the current product that he is selling online.
  • [19:10] How does Jeff plan on engaging his target audience?
  • [24:30] Use autofill on Amazon and Google to your advantage!
  • [30:20] Scott gives an example of how to run ads effectively to your audience.
  • [34:00] Why video connects with people more than an ad.
  • [41:00] Scott runs through why and how he started the TAS podcast.
  • [48:00] Find pain points and other angles to build your audience.
  • [52:45] Make sure to check out the PACE method!
  • [55:45] Build up your skill set and apply it to multiple areas of your business.
  • [1:04:00] Scott talks about how his brand is utilizing these tactics.
  • [1:06:45] Closing thoughts from Scott.


Resources Banner2


TAS 564: (Coaching Call) The Roadmap to Build a Business Around Your Passion?


[00:00:02] Scott: Well, hey, hey, what’s up, everyone? Welcome back to another episode of The Amazing Seller Podcast. This is episode number 564 and today, well, I’m going to cut right to the chase. You’re going to be listening…

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…in on a coaching call that I did with one of our listeners and he's been a longtime listener. His name is Jeff and I’m going try to pronounce his last name. Lukups, I think is how you pronounce the last name. And, Jeff, I'm sorry I didn't ask you to pronounce your name and I should have. So, yeah, my bad, but hopefully I pronounced it correctly but Jeff has been a listener for a while. I met Jeff at Sellers Summit and we had a great conversation and then he reached back out to me, gave me a little bit of an update of what he's been up to, but then also he heard me talking on a recent episode about the guitar niche or maybe the bass fishing niche and he started thinking to himself like, “Wait a minute here, like you're telling me that I could potentially launch a business around my passion? How would I do that? Like, isn’t it saturated? Isn’t there a ton of competition right now in this space?”

And it's funny, the guitar niche is the one that I was referring to and that's the one that kind of resonated with him and kind of got him to perk up. And actually, right now he's currently got a brand that he’s running and it's doing pretty good but he started to hear me talk about this. So, he reached out to me and said, “Hey, I would love your feedback on this,” and I said, “You know what, rather than me go back and forth with you on an email. This would probably make some really, really good content for my audience.” Let's jump on. Let's go through your situation. Let's go through your potential passion project that you want to do and let’s just kind of, let's riff on it. If you're in the guitar world, you know that riff it means a guitar riff so that's what we did here and I did that little reference there. But anyway, so that's what we’re going to do. We’re going to just go and jam on this topic because I think a lot of you will get value from this.

[00:01:59] Scott: We go through a lot of twists and turns through his journey. We go also through what he's doing right now, how to leverage more of what he's doing, but then also learn through that process so he could potentially do this little side project that could turn into his main business. So, that's what we’re going to be talking about. I titled this The Roadmap to Build the Business Around Your Passion because that's exactly what we do. We go through all the details and I give him some of my thoughts as if we were sitting down privately having this conversation. So, hey, why not have it recorded so you guys can listen in and hopefully take some of these lessons or some of these tips and apply it to your own business or at least get you thinking along those lines? All right. So, I'm going to stop talking so you can listen to this episode that I did with Jeff Lukups. So, enjoy.


[00:03:00] Scott: Well, hey, Jeff, thank you so much for coming on the podcast, man. How’s it going?

[00:03:04] Jeff: It’s going great. I just like to be here and ready to learn lots.

[00:03:09] Scott: Yeah. This is going to be exciting. You wrote me an email. Pretty long email. I think you said it might've been the longest. I don't know about that but it was pretty darn long and I did read it and the one thing that I noticed with your emails though is you broke it up, you chunked it down like I've always told people, if you're going to write me a long email you need to chunk it down, make it so I can scan through because, A, I'm not that good of a reader. It takes me a while and I'm not really that good at writing. So, both of those things are hard for me but you did a really good job and I remember you too. We met at Sellars Summit and we met in person and when you and I got on here now, we actually realized that, yes, we actually did meet a few times at Sellars Summit.

So, this is going to be exciting because you have been a kind of at this thing for a little while. You’re kind of like figuring out your way, but then also you kind of heard me talk about like the guitar market and like the playing and stuff, and you’re like, “Wait a minute here. Is he talking exactly to me?” And then I started talking about your wife’s business and not even knowing it and you’re like, “Wait a minute, is this for real? Like, he nailed it.” Right?

[00:04:16] Jeff: Right. I was like, “I can't hold back anymore. I got to check. Come on. This is crazy.”

[00:04:24] Scott: Yeah. So, why don’t you tell me a little bit about like what you've done up to this point? What I'm going to do here and just for people listening, this is going to be as if Jeff and I were sitting down, we’re at Sellars Summit or wherever. We’re at a conference or maybe we’re just having a cup of coffee locally and he's kind of like telling me like his thing and then me just kind of like riffing. Get that? We just talked about like guitar and stuff like that and our riffing. So, if anybody's a guitar player like a good riff is like kind of where the song kind of originates. So, yeah, I just want to really just kind of like let people listen in on this conversation because these conversations a lot of times are not recorded and I think they could be beneficial because after you get done, there's a lot of takeaways that we can do to apply to any business. So, why don’t you just tell me like a little bit about like where you're at, kind of how you got there, and then what triggered you to say, “You know, I'm going to email Scott about this thing because I didn't think that technically it be even possible for me to be able to go down this road?”

[00:05:24] Jeff: Right. So, I got introduced to you a couple years ago. I’ve been watching your content which is amazing that you just continually crank it out. You’d never miss and that's really impressive. So, I got onto the Amazon FBA stuff. I just followed what you were saying and got into the John Lee Dumas the 100-day sprint thing 2016, laid on that, and then 2017 at the start of the year I just followed through a source or found a product that I like using Jungle Scout then I sourced it through China and got it listing, got everything running, and that's about the time I ran into you at Sellers Summit. I’ve been doing it for too long at that point, but there's always some problem for me with Amazon and I don't know what it is.

[00:06:22] Scott: Not just you. Not just you.

[00:06:24] Jeff: Yeah. You know, so I met people that were really doing well and I thought, “This is going to me. I'm going to do the same thing.” I met people with one product, one thing. They were showing me their Amazon apps on the phone and it’s like, “Oh, I just made $20,000 right then.” I’m like, “This is awesome.” I knew my products are going to take off. As soon as my products started to take off, I got the hijackers. As soon as it got any traction, I mean, they’re just been coasting along then all of a sudden, I started getting 20 and 30 sales a day so 10 x 10 x 1. I’m like, “This is great.”

[00:07:08] Scott: You got it. Yeah.

[00:07:09] Jeff: And this time we’re going to start adding products and I’m going to expand and one of the hijackers was just somebody from China. I followed your instructions with the cease-and-desist letter. They went away. It took me two letters and then they went away. Second hijacker was Amazon. I had no idea why they did this. This is going to be a long boring story but my takeaway from that and then many subsequent things, up until a week or so ago is just that that's just not the path for me. Most stores just keep getting shut and all along then you started with the branding thing which resonates with me a lot more to control my own backyard like you would say, we go to deck on rented property. And no matter how well you think you're doing, if everything going to be taken away without any control whatsoever, just one day you wake up like you said and your account’s closed, boom, that's worrisome.

So, I'm interested in developing my own products in my own online website and that sort of thing, and with the music piece I was like, well, that's the thing that honestly put away and think, “Well, I can’t really do this for a living ever.” I mean, I did it for a living when I was young. For 13 years I was on the road. That’s all I do was play. I'm pretty passionate about music. I could talk about it all day long. If I could get up in the morning to know that my days are going to involve working with music somehow as my living, that would be just amazing. So, that's really what brought me to say, “Okay. I’ve got to see what Scott’s got to say,” because I trust you and I’ve seen your success and I've seen you help a lot of other people so I just know that you’re for real and you can give me some really good input and we’ll see what happens from there. I mean, that’s what I’m ready for.

[00:09:12] Scott: Yeah. Okay. Cool. Okay. So, here's the deal though, right, like so you launched on Amazon FBA. You’ve seen all the people showing you the screenshots and it's all exciting and, yay, we got a home run, but then you kind of started heading in that direction and you started to have some success of your own and then all of a sudden you realize that, “Wait a minute, here's a wake-up call. Amazon just let me know personally that they could pull the rug out from under me.” Now, again, I'm not bashing anyone to use Amazon as a channel. I mean, that's one thing I'm going to start really, really kind of highlighting is that we need to think about Amazon as the channel but you need to think about you building a business or a brand and then you just use Amazon as a channel to sell the product in other channels.

So, I would say you're not going to ignore Amazon. You have to go about it differently that maybe instead of saying like, “Let me go and find the hot product that I could sell, let me find the market that I could go into. Let me explore three, five products, three to five, somewhere in there eventually. They don’t have to all be done right now,” what could make up a brand? And then from there, I could launch on Amazon. I could also probably launch it. If I wanted to go really easy, I can go eBay. I could go Etsy. I could go all these other little channels that aren’t going to take much to put them up and just put it out there. Then I could start building my sales funnel. I could start doing all of that other stuff that you hear me talking about, getting organic traffic, and all of this stuff, you can start doing that. But if you start with just the product then it's hard to kind of then build the brand around the product if it wasn't something that you were you are either I don’t want to just say excited because sometimes people they say, “Well, Scott, does it have to be your passion?” It doesn't have to be. It just has to be something that you’re going to be able to be consistent with and that you’re going to be able to build a brand around whether that's you or someone else that you would have as the face or the person that's driving the content. Because really it comes down to two different sides of the business here.

[00:11:12] Scott: We have, number one, we have search traffic on Amazon. Someone goes there, they search for guitar strings. Okay. Well, that's good but now on the other side of things people aren’t necessarily searching but they're finding things, they’re discovering things by maybe something attracted their attention or something that got their attention and got them to raise their hand and it's related to guitar. Well, we know that related to guitar, they’re probably interested in strings because strings always break. Yada, yada, yada. So, what I'm saying is we have two different sides that we’re going to be focusing on, a search traffic for people that are looking for best guitar strings. That could be a Google search. That could be an Amazon search. But it’s also going to be attention in the marketplace so we get people that we know are playing guitar and then from there we can offer strings and straps and pedals and chords and all the stuff that goes along with playing guitar, we can add that stuff later. But the main thing here and this is why I say you don't to be passionate about it but you have to you either have an expertise about it and something that you can do consistently is if we can now start to create content on a regular basis around our market then everything else becomes easier.

Because now we can continually get people to raise their hand because they consumed our content and then we can do all this other cool stuff. We can retarget on Facebook, we can get people that come over from different platforms that are sharing it now, and all this stuff but that's a longer play. That's not the immediate play where I put something up on Amazon, I drive some sales to it, I get ranked, boom, victory. We’ve won. But you really haven't, right? Still, you’re riding that wave in a sense until either a competitor comes in or a hijacker comes in or maybe Amazon comes in and says, “We see that you’ve got a 5% refund rate. We’re going to shut your countdown or your listing down until you fix it.” Whatever, right? So, you have all those things to balance. So, I just want to be very clear. I'm not saying you don't want to use Amazon and I think that you're not going to – and I would convince you to not give up on Amazon. What I would say is that go on Amazon without thinking that you're worried about them shutting you down and your whole business is shutting down.

[00:13:12] Scott: But you’d be kind of foolish not to utilize that as a channel once you understand that the traffic that's coming in from your website or your Facebook or Pinterest or whatever it is, you’d be foolish not to take some of that traffic and then direct it immediately to Amazon to try to spike the sales too. Kind of use that as leverage but then again if they turn you off, you know immediately you can switch that link and you can position right to your site or you can switch it to another platform. So, that's what I just I think people I think they're just looking for the quick fast easy way and people out there are putting out their screenshots and saying all this stuff. That's great and all, but do you really want to build your business on Amazon? That's the question and I think you've answered that you don't, right?

Another thing is, is all of the stuff that we’re going to be learning here outside of the Amazon because really with Amazon, let’s face it, there’s not a lot that you can do other than the basic stuff, right? Good product, good listing, learn a little bit of pay-per-click, right? Build a little email list maybe if you want to or find an influencer to push some sales you can rank organically and basically, that's about all you’re going to have control of. I mean, that's the basics. But now if we go outside of that, we go marketing. What is marketing? Well, marketing could be SEO. It could be Facebook ads. It's about traffic. It's about eyeballs. It's about cultivating the right audience. It's about communicating with them, giving them what they want, what they need, being the face of the brand like all of these other things go in the marketing and that there your competition is not going to do, but it's also work and a lot of people don't want to do the work. And they don't see like, I guess, the result as quick as if you would see if you just threw up the product that you knew was selling. So, I know that was kind of long-winded and a little bit of a rant but I just want people to understand that and with you, what I want to do is I want to break down like a little bit of a blueprint or roadmap that we can kind of give you to get you in that right direction.

[00:15:16] Scott: Let me ask you one question though, Jeff. The product that you ended up selling, was that a product that you thought that you could add more products around or that you were going to build into a brand or was it just something that you’ve seen was selling and you thought that you could then replicate it and probably sell it too?

[00:15:32] Jeff: No. I'm very interested in that product and that particular line of things. It’s my computer shutting down. I’m all right. I've actually developed another product to go along with it that's not even out there and I've also developed a manual to go with it that one else is offering. So, I had two other products ready to go. I have other possible upgrade to the product that I know people want because I've done what you guys have said. I’ve read the reviews. I’ve read the two product reviews and like their question is like, “This product would be great if…” that kind of thing.

[00:16:05] Scott: Right. Okay.

[00:16:06] Jeff: Going through all that. Ready to go. And even just I said a week ago, I work with Amazon the seller support and the guy set me up so I could do variations which I hadn't done, ready to go, and I'm excited. I went to bed excited. This is great. The next day I have an email from Amazon saying, “Yeah. Your product is against our terms of service. You’ve got to take it down. Take down your listing or you're going to be penalized.” I’m like okay. Loud and clear, just get off of Amazon and that’s fine.

[00:16:39] Scott: Okay. So, my question is this because today what we’re going to talk about is, well, we could talk about anything we want, but what I want to do is I want to give you a little bit more of a clear path and if you and I are having this conversation, probably this is what it would be. I really want to establish like you already have a product and some additional products that you would want to launch in this brand so an easy path would be because you already have that done is can you build stuff off of Amazon to support that brand?

[00:17:10] Jeff: I'm working on the page. I'm ready to go with that with my own brand and my own – and I did what Amazon said. I tried their brand registry. I got my brand, I got my name trademarks, and all that sort of thing. I went to do brand registry and they were just like, “No.” Once again, just like, “What? I can’t believe it. I did everything you asked me to do,” and “Yeah. Not going to happen.” Anyway, so I wanted to stay with this other thing that I’ve already researched and I know it works. I’m looking at that as a revenue stream, you know, separate from what I'm hoping to learn from you as my true passion project but this other thing in place and let it rule and bringing this amount every year. It’s just not to.

[00:17:57] Scott: Okay. Yeah. Because I guess, my question is with the product that you’ve created, there is a brand that could be created around that and it kind of sounds like there is because you’ve trademarked the name and I'm assuming you trademark the name of the brand that represents the product which will also be other products underneath this brand. Is that correct?

[00:18:16] Jeff: Yeah.

[00:18:17] Scott: Okay. Cool. So, you got that. That's awesome. That's an asset too, by the way, so if you ever did want to sell this eventually, it's a trademark. It's already done. It's filed. It’s approved. Great. So, the next thing would be like, is there any type of content or content plan that you could put in place that would start to build that outside asset like a website, getting some website traffic, but then also YouTube? I don’t’ know. Maybe the market’s hanging out on YouTube or maybe it's Facebook or whatever it is. Are there some things that you – now would you be able to create this stuff? That's the other question. Would you personally be able to be the face or find someone that's the face or would you be able to write the content and maybe just be a pen name? Like, how would you be able to go out there and get traffic and attention in this market in the brand that you have products already currently in?

[00:19:09] Jeff: Okay. I'm planning to do YouTube videos and that sort of thing, in an instructional type of how-to.

[00:19:15] Scott: Perfect.

[00:19:16] Jeff: I can generate content on this. I’ve got a lifetime of experience in this particular field. But I completely understand how this product is applied to real life.

[00:19:29] Scott: Awesome. Okay. Perfect. Because sometimes you get people that are like, “No, really I’m not the face and I have to find someone,” and then that's another hurdle, but you already passed that and it already sounds like that you already have the plan to basically put in place to basically go out there and start generating content. So, what I would do also here, here's one thing that I tell anyone that as the ability to do what you're doing if you have some YouTube videos or whatever, but there's probably other products that you might not ever launch in this field because maybe they're either too big. Maybe they’re too expensive or whatever, right?

[00:20:01] Jeff: Right.

[00:20:01] Scott: But you could create reviews around them on your YouTube channel and get people to then consume and you’re bringing people in. So, let's say, for example, we’re going to just relate it to the guitar world. Let's say that I was going to sell, I don't know, stuff for the Marshall amp. So, the Marshall amplifier it’s a well-known amplifier. There’re probably certain models right now that are hot so I'm not going to sell them or make them but I could do a review against that and a Fender because I have both amps. Now, I'm getting search traffic for Fenders and Marshalls so I know if people have a Fender or a Marshall, they probably play guitar and I know that they probably need cords and then they need different accessories for the amps or maybe they need new tubes or whatever, all the stuff. So, I would start creating some of that content because you don't need a product to do it. All you need is you talking about the comparisons and giving someone like an unbiased kind of like review and these are evergreen content.

Now, the other cool thing is, is in your description on YouTube, you can go ahead and put your Amazon Associates link and if someone buys that Marshall amp there, you’re going to get 5%, 6%, 7%, 8% depending on where your level is of the commission on that amplifier and you’re going to also probably get other things because whatever's in their cart, you’re going to get. So, maybe their wife had a treadmill in there and now you’re going to get credit for a treadmill. So, all of that stuff happens by doing that and you start to build a YouTube following or even if it's a thousand people of subscriber base, so you’re going to have people that are coming in that were attracting the right people through content. It's evergreen so this year it's going to be found and next year it will be found especially in that kind of world. You could also do it, another cool thing that I would do is I’d be like something like The Best Five Amps of 2019 and then I would do a whole comparison on the five amps. And if you have them, maybe you have to find five people that do and you travel to their place or if you know five buddies that have five different amps and then you compare them or maybe it's three.

[00:22:02] Scott: And then you do this little comparison, you shoot the video, you have them come up, and now you get three different amps that you’re going to be shooting up against for 2019, something like that, because now people are searching for, well, I don’t want last year's amps. I want this year’s amps so you're always like one step ahead. So, that's what I would do. I mean, I would honestly, if you're in like a market and I'm just using the guitar because we can kind of use that as an example so people can understand but you could shoot probably 25 videos of products that you're not ever going to sell that would be related to your market and then that's content that resides on your channel and it just happens that you sell stuff in that market. So, now you’re building up a little bit of a subscriber base on YouTube. You also probably have some type of like if someone's playing guitar, they might need to learn how to play a guitar. So, now maybe you're going to sell either your own stuff or you're going to have someone that you are an affiliate for that sells how to play guitar and so now you can lead people there and now you can be an affiliate for that and generally you get 30% to 50% commission on a sale like that.

So, if someone’s selling a program for $100, you get $50. So, that's another option that you have, but the whole thing is, is getting the audience in a spot that you are kind of either the reporter or the expert or someone that's just an enthusiast like that's where you can just start to build this. And it doesn't have to be big because if we know like think about putting a thousand people in the room that are all interested in let's say 80s metal, like if they’re into 80s metal like I don't want the guy that might be in the classical because he's not really going to 100% align. We can eventually broaden there if we want to but I want to go after a specific type of player idea first. Maybe it’s going to be jazz musician, jazz guitar players. Well, that's the one. There’s going to be certain jazz things that are different than heavy-metal. There’s different distortions and there's different like pedals and there's different stuff that you could be talking about and that's a whole another one like pedals, right?

[00:24:01] Scott: I think people that are listening are probably like, “Well, what do you mean? If you're not a guitar player?” Well, there's petals that you put in. You put it in line so this way here you get these different effects and there's probably hundreds of different styles and rebirths of different ones, there are mods, and all this stuff. So, you could do like a new pedal or three petals that everyone should have when you're touring or when you're playing a gig or whatever. So, all of these things and I'm using this as an example but take the same stuff that I'm saying into the brand that you’re building right now and think like that. And then you have this content and I would go and then what I would also do is I’d go to YouTube and I would start doing searches. So, I would say, “Guitar amplifier,” and then I would let it fill it in and then same thing as Amazon. When we’re looking for keywords there, let YouTube tell us what the most popular ones are. And then those I would start making a list and then I would say, “Okay. I’m going to go ahead and start creating these videos about this topic because I know that they’re popular.” And that's what I would do so I’d get good at YouTube.

You know, I did an episode recently with Sean Cannell and he's a YouTube guy, knows how to build an audience and subscriber, and how to do all that stuff. Go listen to that. I’ll drop it in the show notes. That's a great one because it kind of tells you like you just have to have relevant content that's calling out to the people that you want to attract. It’s like you're putting out a magnet and you're attracting the right people and then from there, you’re having the conversation like we are right now about this topic. Because I wouldn’t want to have this conversation with someone at the doughnut shop that's not into selling their own products online. It’d be a waste of my time. It’d be a waste of their time. But you and I were like we’re there because we’re both, we have a thing that we want to do together here. Does this all makes sense?

[00:25:49] Jeff: Yeah. Definitely.

[00:25:51] Scott: Any questions on any of that before we keep rocking here and rolling? Get it? Rocking and rolling? That was cool, right?

[00:25:56] Jeff: No, it isn’t, man. No. I'm just trying to assimilate it all. I'm really more listen than I am to talk because, yeah, like I mentioned there, if we went the music route, it’s a never-ending amount of content that I could contribute, I believe.

[00:26:17] Scott: Absolutely.

[00:26:18] Jeff: Help people with.

[00:26:20] Scott: Yep. I mean, again, I think the biggest thing for a lot of people is finding that thing and like you like saying like you are a struggling musician for years. You’re out there traveling, doing your thing, hoping that one day you might hit it big. I did the same thing. I wasn’t traveling for 13 years, but I'd say probably like my four years between my probably junior and senior year and then probably two years after school I thought I still had a chance. And I was like, “Come on, man. You got to grow up here. It’s not going to happen. I got to feed my family.” So, I just kind of put it on the shelf. But now years later, if I wanted to, I could probably start something and start teaching people about whether it's guitar playing or whether it's about the gear or whatever because I still have a – maybe it's recording. That's the other side of it, right? We got a home recording stuff now.

Different apps, different GarageBand for the Mac. That's what I've always used and it's fun and it makes it easy to record at home. Now, I used to have an old 16-track recorder that I paid like $1,200 or $1,300 for back in the day. I can barely get $100 for it now. I keep it just as a memory now that I recorded a lot of stuff on that thing. Now it's so easy, but it's evolved. So, as we’re evolving, we’re going to be educating and people are going to want to know. It's the same thing. If you're in the bass fishing market, it's the same idea but you want to niche down. And at first, we’re niching down because that way it's easier to get your content to reach the right people. There's less competition on the content side of things, but also, it's more direct so this way here I don't have to worry about like, “Okay, I got a room of a thousand people and only 25% of them are really into what I am. They don't like my style of music. They like another style. Or maybe it's you’re calling out the beginner kid guitar player.

[00:28:19] Scott: Maybe it's three lessons for beginner children guitar players or future guitar players or something like it, whatever the search term would be. Maybe that's the niche and then you start to bring it out further. Once you start building that out and then you can start widening it. You know, two different in different sub-niches in that space but so many people just want to go after guitar or guitar playing. Well, you got to go guitar playing and then you got to niche that because guitar playing then there's classical. There's jazz. There's hard rock. There's blues. There's all these different kinds that we could go into. You need to really pick one and then go and try to dominate that one at first. And also, the one that you feel is going to be easier for you to create the content around it, that's going to come easy and natural to you or you have resources that allow you to do that. I think that to me is like it's an easy win for you to start creating that stuff because also you can start immediately.

Even if you don't have a guitar-related product right now, you could start technically selling guitar-related products by being an affiliate on Amazon and then you can direct people there and slowly start to get some sales or you start building an email list then you can start letting them know, “Hey, this week I tested these three amps,” or, “Hey, this week I learned this new riff. You know, it's super easy and it's super fun to play,” or whatever. So, every week you're going to be touching these people and talking to these people and then they’re going to be commenting back and then you’re going to start creating this little bit of a tribe in a sense to where now you're going to be able to reach those people when you want to and eventually they might buy something from you. So, that's the big thing here is like how you get that outside. Now, we can speed up this process and I know I’m throwing a whole bunch at you, but I think that it's important to kind of just I want to flush it out so this way here you can kind of hear everything but then you got to kind of go back to the drawing board and go, “Okay, what can I do right now?” And we’ll come back and we’ll kind of do that, but like right now it's super easy.

[00:30:20] Scott: If you want to jump on Facebook and if you want to start I actually, you can't see it right now but, on my whiteboard, I have this whole thing mapped out that I’m going to be doing a whiteboard video kind of in the PACE realm like in that model because it's really awesome to be able to do this. I'm actually experimenting even on my son's little business. My son's 20. He's a basketball player. He likes coaching and actually, he's coaching the eighth grade, assistant coach, of the eighth-grade middle school team this year. He’s going to college for a physical education but he wants to coach, wants to train. So, I’m like, well, he's got some clients that he trains these kids that want to make the team. So, he's been there, done that. So, he's basically doing this. So, what we’re doing and this is exactly what anyone can do at this point is we’re running ads and their ads didn’t say, “Go buy my stuff.” What they are is they’re ads of lessons that we’re showing to certain people. So, in this case, we’re showing them directly to our area so 25-mile radius of our area.

And so, let's say, for example, we have a video that shows you how to how to become better at dribbling so he'd be like, “Hey, basketball parents. Scotty, the trainer here. I got a real cool tip for you that I want you guys to know before your kids try out for the team because one thing that a coach looks for is defense or dribbling skills or foul shots or whatever. So, there’s all these things. So, you would pick one and one video would be related to that one thing. Now, you put that video out in front of the people that you think that you would want to reach. So, in Facebook land, it's easy to target these people. We can do, you know, I could narrow it down to a mom that’s between 30 and 45, married, and has three kids. You know what I mean? Like, you can literally go down and kind of really get precise in your targeting. So, let's say that I do this. Now, this video will show up to these people. Now, the cool thing is I can see how long they’ve watched the video. I can see they’ve watched for 10 seconds then I can go, it goes to 25%, 50%, 75%, 95%, and 100%.

[00:32:24] Scott: Now, what I can do is I can say, “Okay. After someone watches one of my videos for 50%, show them another video. If they watched 50% of that one, show them another video. If they watched 50% of that one, show them another video.” So, now guess what happens. That mom scrolling through the newsfeed, they’re like, “Oh, there's that kid again. That’s a good video. I’ll share it with Mary.” Next day, she's on her phone. “Gosh, that kid, he's everywhere. He's in my area too? Wow. Maybe I should reach out to him and let Johnny get some lessons.” Then two days later, scrolling through again. They’re again, “Dribbling? I should watch this one.” So, in the online space, you can do this even on a little bit of a larger scope because we’re not even just targeting it locally. That's why I tell everybody, if you learn marketing like you are set for life because you can basically now take this like I can go to the local like I just came from my chiropractor guy I was telling you, right, like he’s got a small little business.

I could fill his office with people in our area because I could do this stuff. All he would do is like, “Here's what you got to do to get more flexibility in your back. If you're sitting in an office chair all day and you wake up and your back is like in pain, you need to do these three exercises.” Then you show three exercises and, “Oh, by the way, I'm Dr. Hawes and if you have any questions give me a call at…” That's it. So, you’ve given a value, add to the marketplace, some goodwill, and then someone’s like, “I really like this guy.” And there's nothing better than video really because you can see my inflection. You can see my excitement. You can hear all that stuff, right? But if you're going to get on and be like, “Hi. My name is John and I got a lesson I want to show you today that, you know,” so we got to inject a little bit of energy and excitement. We’re passionate about what we do. Anyway, going on a little bit of a tangent there, but it's important. But this little thing that I'm doing here and I'm kind of mapping out is like we can be in their newsfeed if we’re willing to pay for it.

[00:34:22] Scott: And right now, on this little small test that I'm doing, I think we’ve spent I got two tests running. I think I'm spending on the average for a 50% view of a five-minute video. So, that means that they’re watching for two-and-a-half minutes. That means someone has watched for two-and-a-half minutes. I think we’re paying about $0.18.

[00:34:41] Jeff: Wow.

[00:34:42] Scott: Okay. So, here's the thing. How much is a 30-second ad on TV? And most people are skipping through the ad, right? What would you pay for someone to watch two-and-a-half minutes of a video of you where they get to know, like, and trust you? And now I’m only going to show the next video to someone that's actually shown that they really are watching my stuff so that's how powerful it is. So, now what happens is let's say for example we do that and we get a thousand people to watch 50% or more of our video. Now, six months from now I can go back to Facebook go, “Oh, that other campaign that I did, there’s a custom audience there that says that 50% of people watch this video or all my videos. I'm going to run a basketball camp this next weekend. Let's go ahead and run an ad for a basketful camp that’s coming up to those people.” I just built this audience of people that raised their hand that has also already know, like, and trust me because they’ve watched a lot of my stuff.

I'm not giving it to the people that only watched 10 seconds. Those people I just forgot about. I’m only talking to the people that are in the room that are actually paying attention. So, again, kind of going back to where this would relate to anyone including yourself would be if you have content three or four pieces, I like at least four pieces, generally four, and I call it like bucket 1, bucket 2. Bucket 1 is really just that engagement and you're really just trying to get people to know, like, and trust you and you’re delivering value. There's no ask. There's no like go buy my stuff. And then the second bucket would be the bucket that says, “Someone has watched these three videos 50% or more. Show them a little bit more of that pitch or a call to action.” So, you can do this with guitar. Let's say you have guitar lessons. You say, “Hey, guys. It's Jeff today. I got a cool little guitar riff I want to share with you. You can be doing it like five minutes and I'm telling you a few practices. Every single day you’ll get better and better. Here it is. Bom, bom, bom, bom. Done. You show it to them. Two minutes. Three minutes. Bye.

[00:36:41] Scott: Next day, “Hey, guys. Got a scale I want to show you today. It's really easy. If you learn the scale you could pretty much run anywhere in the neck and here's what you do.” Show it to them. “Hey, this is Jeff from I Love Guitar Whatever and if you want any more stuff, drop in the comment. Let me know what you guys are struggling with and I’ll be more than happy to make it for you.” That’s it. And you just produce this stuff and now you can inject that into someone's newsfeed and then only give more to the people that raise their hand that want more because they’re viewing your stuff. The organic side of things is you post on YouTube. We hope YouTube indexes it. It's a longer play. We like that because it's evergreen so you do both. We want to do both. So, that's kind of like a fast-track way of doing it. You spend money to get people to see your stuff, build a custom audience there. So, it's like you're building an email list in a sense but it's through Facebook and then the other side of thing is take that same type of content, edit it up, put it on YouTube.

So, now we’re taking the same content. We’re just kind of making it for one platform and then we’re adapting it to another platform and if it's written, we can have it transcribed, put it in, embed the video. We put it on a blog now. So, we can put it in three different places, paid, organic, and a little bit more organic if we do YouTube. So, those are some strategies that I think would work well in any market especially in guitar playing or bass fishing or anything that is hobby-related or is even just like a passion because someone is just like, I mean, even something that someone that's passionate about helping their kid with autism like if you're like that person like why not publish content that's going to help the marketplace because you been there, done that? It’s your story and if you can tell people your story and then from there your stories going to relate to those people like, “That's me. Wow. I had those struggles. I had those frustrations. This person gets me.”

[00:38:45] Scott: And then once you start building that then it's game over because now people are going to buy into you and no one can be you. So, that was a lot I just threw at you, Jeff. Any questions at this point?

[00:38:58] Jeff: No. I'm going to hopefully check it all on the replay because technically I can dissect it. One thing I'd like to mention that the instructional videos and I thought about doing this and probably will, but the argument in my mind is like there are so many other people that have done fantastic videos, websites, and everything else on instruction, written books and all that. I’m like, “Why do I even think that I could get in there and compete?” But I know that everybody resonates with a different message and somebody that has an opinion, “That I think it’s an amazing site.” Somebody else going to look at it and say, “I don’t even like that.” I mean, that’s part of why I think maybe I can do it and plus I know I have a few different angles to bring up things that people just don't talk about as much on guitar like the tuning for instance. It’s just such a deep subject.

I could do a lot of videos on tuning the guitar and I don’t mean just tuning a tuner but, I mean, understanding what’s the name of it and the relationships with the tone and the harmonics and all that stuff but I think I could bring some value to people early and when they get into it but that's kind of the one roadblock in my own mind about doing instructional videos like it’s already been done and it’s been done really, really well so why would I think I could jump in there? But you’ve mentioned that before. You’re like when you started doing your podcast, you’re like you were inspired by other people and you’re like, “Well, would I think I could even do it?” but you did it and now there's a lot of people that listen to you or watch you. They don't even know the other person is and that’s nothing at all against the other person. So, it just makes sense that…

[00:40:42] Scott: It’s normal. It's normal to think that and I mean, heck, I mean, okay, let's break down exactly what you just said. So, I started a podcast, wasn't going to start it. I tried a couple of other podcasts. One was more on marketing, but it was just broad so I didn’t niche down. Another one was on fitness which I still am very passionate about fitness and working out and healthy and all that stuff. Didn't really grab and I just didn't feel like it was the right move for me. So, then I just kind of paused everything and I was just still doing my stuff. And then when I decided to try the podcast, I’m like thinking to myself, “Well, what if I just document my journey and see if people will listen and if they’ll get value from it?” and I still have those doubts. I had those little voices going on up there, “Well, you know, you tried it before. It didn’t really work,” blah, blah, blah. So, you have all those negative things. Luckily, I have a very supportive wife and she says, “You know, just do it. I mean, you're doing it anyway.”

It's like you, if you enjoy making videos about guitar that you think could help five people, produce them. You’re going to enjoy making them. You enjoy the process. It's something that you do. What do you have to lose? A little bit of time. You enjoy doing it. So, it's like for me like I enjoy. I enjoy business. I enjoy marketing. I enjoy figuring out the puzzle and putting the building blocks together and seeing opportunities that sometimes other people don't see. I enjoy that. That's part of like a passion of mine. I like to see where I can take someone and turn some dials and go, “Oh, wow. Did you realize you can do that?” They’re like, “No, I didn't. Holy crap, that's big.” And so that's my thing. It’s like a sport to me in a sense like people go like, “Oh, you know,” and I do play sports. I was on the softball team this past year. I bowl. I golf a little bit very, very little. I’m not that good at golf. It used to be, but I kind of stopped that once I had kids but getting back into it. But it's one of those things that if you enjoy doing it like why not do it?

[00:42:42] Scott: And so, I look at it like I said, like marketing and business and stuff like that and helping other people now, that's like a passion of mine. So, it's not work. Like, on this call right now, this is not work to me. This is like fun because we can kind of talk about what you have as assets and assets I mean like what are your resources? What are good at? What are you capable of? Why would someone – you might be able to break down how to tune better than someone else when me, I wouldn’t may be able to do it and someone be able. I get a lot of people that say, “Scott, I listened to you a lot of times because you chunk things down and you make it very easy to follow and I don't feel like you're talking like another language. You know what I mean? Like, you're not talking like a language that I don't understand and you'll always come back and kind of like, ‘Well, if you don’t know what a landing page is, it’s basically this.’” So, I guess I never thought I was but people have told me that. Well, I’m very good at breaking things down and chunking them down and making them easy to understand. So, that's again a lot of people maybe that's your thing. Maybe you're better at translating that message than someone else.

Just because someone's done something before, doesn't mean someone else can't do it and there's a whole bunch of people that aren’t going to resonate with someone and they’re going to resonate with you and they're going to find you over the other person first and then they might build that relationship where they’re going to always come back to you. I get people that come to me first then they leave, they jump around a little bit, and then they come back and they go, “Yeah. I'm just going to come back where I started because I see now that I’ve kind of been out there that you're the one that I resonate the best way.” That’s it. Like, I'm putting myself out there like I'm not the guy that's got to say let's go build an eight or a nine-figure business and have 100 employees. I don't I don't personally want that. What I want is I want flexibility. I want to be able to be there with my kids. I want to be able to coach my son. I want to be with my daughter. All that stuff, that's me. So, that's rich to me like does that mean that I shouldn’t make $1 million? No. But it's saying that that's not my main motivation. Some people are just out there trying to say, “I built this eight-figure brand and that's a trophy,” like that's not it for me.

[00:44:41] Scott: So, people resonate with that with me and they’re like, “Scott, I've been all over with everyone out there and you're the guy that I resonate with so that's why I’m there.” I’m like, “Cool.” And if you came to me and you wanted to build that eight-figure business, we could help you but that's not my core thing so we might not gel. And the same thing goes with you. If you're teaching guitar or if you're teaching whatever the other brand is and someone relates to you and you can break it down so it makes sense, I've done that in guitar. I want to learn like a song and I’ll go to a guy and he shows how to play it almost the exact same way that the other guy did but the other guy didn't break it down so I can understand it is as well as the other. So, now what am I going to do? I’m going to subscribe to the other guy and I’m going to pay attention to his lessons because I can understand him and I know his teaching. I know his style. I mean, we’ve all had teachers in school were like, “Oh my gosh, they make it so complicated.” Then you get another teacher and you’re like, “Wow, everything just kind of clicks. They use like metaphors and they use like different things to help me understand it because I’m a different type of learner maybe or visuals or whatever.”

So, I think we have to give ourselves more credit. We all have unique abilities. We all have a superpower if you will like we all have it. We just have to believe in ourselves and know that even though someone else did it, we can still do it and we can do well at it. There's plenty, plenty of people out there. You only need and there's that post, you know, Your True 1,000 Fans. If you haven’t read that, read that post. It's true. Like, if you get a thousand people over the years that you're doing this that are with you for the long haul and they hang on every word and they believe in you and they trust you, you're never going to have to worry, right? Because whether you launch a product for sale or you just say, “Hey, share this post,” and it goes viral because you had a thousand people that are willing to do it, it's big. So, I would say now kind of looping back, for you, it’s kind of like you have two projects that you want to work on which is fine. You have three really if you want to include your wife.

[00:46:41] Scott: So, all of this stuff kind of will work well together, but you don't want to get distracted where you're not being able to give effort. So, that's my only caution would be that. You have to work on one and can kind of understand how everything works and then you can pivot and then adapt it to that. You know what I mean? So, that that would be my only concern for you and your wife and hopefully, we’ll get your wife to come on and I can kind of do the same thing with her. We can kind of break down because she already has an existing business up and running. And it's a good, I’m not going to reveal it, but it's a good market, a good business with some tweaks, and with some again a little bit maybe a little bit of a mind shift as far as like what she would need to do. You can apply what we’ve talked about here today right into her business and vice versa. Everything is kind of like you can cross-reference each of those and really use those in any business.

That's why whenever I see stuff, I don't see it as like just one-size-fits-all. There's all different angles. And really and again not without giving it away but like for example like your wife's business might be more of a frustration angle that someone could be frustrated and be like, “Well, this one thing I use that doesn't really do well for me but there's another kind over here that might do better for me,” and then the story would be here's why. So, it's kind of like you're bringing attention to the frustration. You had the frustration. That's why you created this thing and here's why it might work for you if you had these same issues. And then that person that's scrolling through is like, “That's me. That's 100% me,” and then they’re tied into the story and then they go ahead and they go, “I want to try this product because it fits me,” and that's the same idea.

[00:48:36] Scott: So, there's different angles like guitar playing might just be like, “Oh wow, that's really cool. I want to learn that.” Or the other one might be like, “Oh my gosh every time I cast my lure into the weeds because I want to do some bass fishing and that's where they hang out, I get it snagged,” but you came up with a lure that has this special thing out of it that you never you get snagged. So, there's like a frustration element and there's also like a wow this is cool element. So, you have to figure out your market and there probably could be a mix of both of those but sometimes it's going to be – a lot of times it's going to be one more than the other. You know what I mean? And then that's just getting again the attention in the marketplace and by getting attention, we’re like we want to create magnets out there that attract the right people and I call them lead magnets or content magnets, whatever you want to call it, but it's really where we’re putting stuff out there and then we’re letting people vote on it with whether it's shares, likes, comments, replies to an email, whatever it is. The more that we can kind of get out there, we can start to get a little bit more of the market to come back to tell us if we’re hitting the right chord and then we can go deeper on that topic.

So, for you, because you have like three different things you could be working on, it sounds like it already has momentum going in your brand that you have. It's just you're frustrated with Amazon so it might be best to start there because you already have that stuff to lead to or that product and you already have trademark and all that stuff then to build that home base that would kind of like be the house that you own and then you would start building these other pieces outside of that. That could be YouTube. It could be Pinterest. It could be Instagram. It could be, I would prefer to see you go probably YouTube depending because YouTube is more evergreen. If you go Facebook then you might want to go with the little strategy that I was sharing with you where you’re to be able to build these custom audiences and get in front of the right people by paying for it.

[00:50:44] Scott: The one mistake I see a lot of people making is they think that they're going to still get likes on their page and then they’re to be visible. That's false. That is not going to happen. If you're out there just trying to build a fan page to get likes or you're running a likes campaign, I would definitely say don't do that. That is not going to work. It's like right now you’re lucky if you get 10% visibility on that so why not take some your budget for your advertising which everyone should have a little bit of a budget and take $100 and throw towards Facebook ads that could get your content in front of the right people to get them to raise her hand and become part of your custom audience and they continually message those people with content in their newsfeed if that was the angle you were going to go. But YouTube is going to be evergreen meaning, I mean, you can advertise paid on there as well. So, if you get a video that starts doing really well, you could punch it a little bit, give it a little bit more like a boost like you do in Facebook, but that's evergreen because it’s searchable content.

In Facebook, once it goes in your feed if you're not feeding it with money with an ad, it's pretty much not going to get visibility over time. No one’s going to search for your stuff and find it on Facebook. It's not evergreen. It's more like once you find those pieces, those assets that are working on Facebook, you’re going to want to put money behind those and get them invisible and as you’re getting invisible, you’re also building some custom audiences behind the scene that you could then target for stuff later or even now.

[00:52:11] Jeff: Got you. Yeah.

[00:52:14] Scott: So, yeah. So, a lot of stuff there, man. So, does it make sense? I know there's a lot there and you’re going to want to probably go back and listen to this, but does it make sense? Does it give you I guess like a vision of like where you could create some assets that attract the right people and then from there you build that rapport and that know, like, and trust? In PACE, you mentioned PACE earlier that we’ve kind of introduced this whole PACE methodology and for anyone that's just listening now, it's TheAmazingSeller.com/PACE and everything linked there will be kind of like what we talk about for PACE. But basically, PACE is four different pillars. You have preparation foundation so basically, you’re preparing for your foundation to make sure that your foundation is strong and there's elements in there. And then there's A for attention. Once we have attention, we have to cultivate the audience. We have to really get that relationship started and then E is for expansion.

So, right now what we’re talking about for you, we’re really talking about attraction and we’re talking about cultivation. Those are the two pillars that you’d be focusing on here because it's one thing to build the audience like if you build that audience in Facebook and we get the custom audience and you’re like, “Cool. I got like a thousand people that have viewed my videos for 50% or more. Now what?” Well, we have to communicate with them and that's the cultivation part of it and that takes some learning too and some testing and putting out different content and engaging and all that stuff. So, does it make sense?

[00:53:43] Jeff: It does and it definitely just helps to see where I’m headed right now. I’ve niched before. I'm doing the 100-day sprint or the 10-day sprint and my idea is just to become functional and the necessary tools for doing all this like the Facebook ads which I know basically nothing about, making the YouTube videos, and well that sort of thing. I can play. I can record all in. Just working it all together. I’m just in a very systematic way and my first step was to get my home base from the pillars, home base done, and just keep expanding up from there. But I tend to use the original brand that I already know something about to keep my chops together. I’m kind of woodshedding on that. I’m going to stick with our theme.

[00:54:34] Scott: Nice. I like it.

[00:54:36] Jeff: So, I'm going to be learning from that angle, but then take all of that stuff and apply it to the next brand. We’re talking about the music side and I have to have kind of another idea that would be an umbrella that the music might come underneath that I developed and worked on and then plus again with my wife's business. So, certainly, just if I go with the current brand what we’re talking about the music piece and then my wife’s, that's another couple of years’ worth of work.

[00:55:05] Scott: Yeah. It is but…

[00:55:06] Jeff: It’s a long time too and I totally – that’s a mistake. You get drawn in like in three months I’m going to replace my income. You got all these people on YouTube. They do these things like showing you in front of their Lamborghini or getting five jets and you know that that’s just staged but people buy into it.

[00:55:25] Scott: They buy into it for sure and we call that the Lambros. It’s a little joke we have, but yeah. It is. It's really about the long haul, but the one thing that I think you understand actually know you understand and I want other people to understand is that you’re basically going to take one of these projects. You're going to go through all of those different, you're calling them sprints, ten-day sprints. You know, some might be able to be done in 10 days but they're going to take some more time to learn and to grow into all that stuff. Like, you're not going to learn like YouTube and how to optimize and how to get the most traffic and the most bang in 10 days, but you’re going to be able to set up your account, you’re going to be able to get a video upload, you’re going to be able to learn the basics about SEO on YouTube, and all of that stuff. 100% you can do that and you can do that in less time probably, but that's giving you that window to basically like give you a start and the deadline which I think is great. I think you need deadlines or else we’ll just keep doing it forever.

And so, what you're doing here is you’re really learning each of these different components and you’re building a skill set and once you get the skill set. To me, it's game over because now you have these skill sets that you’re going to be able to say, “Okay. Now I’m going to take this thing that I learned over here and this project and I’m going to apply it over here.” It basically works the same. You just got to think about, “Okay. The market, bass fishing. What do they need? What do they want? What are they searching for?” Boom. Okay. We’re going to the guitar playing. What do they want? What do they need? What are they searching for? Boom. It's like so universal. You just have to think a little bit creatively about what they're going to or what’s going to get their attention and how you're going to follow up with them, but all that other stuff is like tools or a process that you’re going to follow. Getting on the content schedule I think is also I think you want to show up consistently. I think consistency is the key because then you're showing up.

[00:57:27] Scott: And don't get hung up on the numbers. Don't get hung up on what other people's numbers are or what they're doing and comparing yourself to them because that could be deflating where you’re like, “Oh my gosh, like I've been doing this now for three months and I only got like 25 subscribers on a YouTube channel.” Well, you know what, focus on those 25 subscribers. They’re 25 people. Put 25 people in a room. You have those people's attention. Now do something. So, yeah, I think you’re spot on and I think my only concern and it’s not really a concern because I think that you're pretty good about it but just try not to get distracted with all those other things that we could be doing because it's exciting. You’re like, “Oh my gosh, I’m going to do the guitar thing now and I can do my wife’s thing now and I can do my other thing now. And I got a little project that could be an umbrella,” like then all of a sudden you got four different things going on and you’re like, “Oh my gosh, I feel like I'm scattered and I’m all over the place. I’m not getting anything done.”

So, I would definitely try to give yourself those blocks like you have, work on those individually, and really hunker down on those and you’re going to feel good at the end of day that you’ve built these things and learn these things and you’re going to feel like, “Wow, in three months, I've learned a ton and now I have these chops,” like you said. You’ve been practicing that scale over and over and over again. All of a sudden, it's becoming like you don’t even have to think about it.

[00:58:40] Jeff: Right. It’s the small wins like you said day by day and again, my ideas, I know I’m not going to be an expert in any of this stuff. I just want to be functional just to kind of have a base level idea of what's there and what I should learn, where should I spend more time but just to understand it. Just to get a base level understanding of the different discipline that I think are necessary just from observing people like yourself. I'm just trying to learn the business I guess you should say.

[00:59:08] Scott: I think learning it is great. It's just once you get to a point then what you’re going to do is you’re going to offload that. You’re going to say like, “I don't want to be the Facebook ads guy. I just know what I want.” I know the strategy. Now, I just want someone else to do the strategy for me and that would be where you would hire a VA or a team member and then you would say, “You’re going to be my Facebook ads guy or girl and basically, this is what I want. I want to give you six videos. I want you to target this type of people and I want you to only show it to people that have watched 50% or more in bucket 2 or whatever.” You just want to give them the blueprint and say, “Go do it,” and you pay them something because your time is worth more of being the creator or being the strategist of the marketing but it's good to understand how everything works. That's key because then at least you understand what you want and kind of how things fit together and then that'll also allow you to be even more creative with how you plan out your content and all that stuff.

[01:00:05] Jeff: Yeah. I mean, I can see that. I'm way off from needing a team just yet. Maybe next September when I’m at your conference I might…

[01:00:16] Scott: Nice. That’d be amazing. Yeah. We’ll have to definitely do a check-in and, yeah, that's crazy too. Yeah. We’re going to be doing a conference we just announced. So, it's called Brand Accelerator Live so it’s going to be a lot of fun. Again, one of those things though, we’re a little nervous about doing it and one of those things and I was like, “I don't know,” but networking is huge because I met the guy. I think I already mentioned it, Kevin Sanderson. I met him at Sellers Summit. He came at my TAS Meet-up and then we just hit it off a little bit. He was a referee for football. Cool guy. And then that was it and then he messaged me again. I think about that he was going to be at another event. We met up. Long story short is he used to organize events and he’s like, “You should really do an event,” and I’m like, “Ehh,” and he’s like, “No. Really.” And so, yeah, that's how it’s going to happen but it's going to be a lot of fun and in a lot of the conference is going to be this stuff right here. It’s going to base off of the theme of PACE.

It's really going to be about creating the right preparation and really getting your business set up correctly, not just like legally but like so you can do all this other stuff. So, everything else can kind of flow together and getting the right attention and talking about how to get the right traffic and then how to cultivate, how to like talk to people like in an email or even on Facebook like how to engage, like how to get people to want to buy into your brand. And then expansion, how to hire people, how to grow your brand because now you're at a place where you’re like there's only so much I can do in a day. So, yeah, I'm excited about it. Again, a little bit nervous like I said, but it would be great to kind of I get with you beforehand. We’ll do an update because this is kind of on record now and we’ll see now there’s going to be a little bit of pressure on you. So, Jeff, do you see how we work here? So, we’ve got a little bit of pressure.

[01:02:02] Jeff: Accountability.

[01:02:02] Scott: Yeah. Accountability, right. So, yeah, I know you’re going to do fine and I think the big thing too is like I think you've realized this too is the mindset. It's like you have to also understand that you're going to have these little roadblocks internally in your head. You’re going to self-sabotage something because you don't feel like, “Why would someone listen to me?” or “Why am I going to be able to do better than this one?” or “Why is someone going to pay attention?” and that's just normal stuff but if you get around the right people, those things start to go away because I think you see other people doing exactly what you're thinking can't be done and then also you have other people that say, “Jeff, man, you can do it.” So, I think it’s important and that's why conference I think the right conferences, not all conferences. I'm not a conference, I guess, person that wants to go out there and just attend every single one of them. I’m not like a conference junkie but I do think the right ones are important.

And it’s funny. I get a lot of people that come up to me and they’re like, “What's the next Amazon conference you go to, Scott?” and I'm always like, “You know what, I don't know if I’d go to another one. This one’s fine, the one that you're at. It gave you everything you need.” What I would do is I probably go to a digital marketing like conference and they’re like, “Really?” and I’m like, “Yeah, because that's where you can like really take over your market and your niche and if you understand that stuff, it's exactly what we went through right here today. You can plug all that stuff into any business that you're in whether it's now or in the future and your competition is only figuring out ways to hack Amazon. So, do you want to go to another event so you can do a short-term little hack so you can get ranked for two weeks or do you want to build something like you're doing and actually have something that will be an asset that you can use later in other businesses or even in just this business to grow it and also have your competition going like, “How are they ranking more than me like how?” because you're driving sales from your page or from your website that's getting 30,000 unique visitors a month and you're driving them directly over to Amazon and they don't know where that traffic’s coming from, that's what we’re talking about.

[01:04:07] Scott: And just to give you an example how that worked for us in the new brand, we literally did exactly what I just said to you, exactly to a T, and we have roughly around 30,000 to 50,000 unique visitors a month and the three main sources that they're coming from is Google organic so basically people that are searching for things on Google. The second place is Facebook and the third place is Pinterest. Now, if you’re in guitar, you're not going to probably post stuff on Pinterest for guitar but maybe you have someone that does Instagram for you because Instagram would be more – I know on Instagram I have one page. I think it's like the Sound of Guitar or something it's called and every day they got a great strategy because every day they’ll have someone that is contributing and they’ll just play like a riff and then they submit it to the Instagram feed and then they post it on their page, and then someone gets a little bit of a spotlight. So, you’ll hear someone doing a cool little riff and it's only a minute long.

Anyway. Yeah. So, all of this stuff that I’m talking about I've done in numerous businesses, not just Amazon business and it's worked time and time again. So, I would definitely do it. So, any other last questions before we wrap up?

[01:05:22] Jeff: No. It’s an awful lot to digest and I need to play it back about 10 times and take serious notes as I’m going. I actually intended to take some notes this time but we’re just going too fast in a way. I’ll catch it on the rerun there.

[01:05:40] Scott: Yeah. What we’ll do is we always transcribe these anyway. So, on the show notes to this one we’ll transcribe as you’ll have all those there. If you wanted to download those, you can highlight it and stuff like that but, yeah, take your own notes. And I just think that you have a good roadmap. You have a good idea of how everything is kind of structured and laid out. Now, you just got to get out there and kind of chunk it down and get to work and do it. And hopefully, if we get your wife to come on, we will actually break down her business and hopefully, I can help her with that because I think she's got a huge potential and there's a lot of opportunities there I think that she just needs to just tweak a few things and do a little bit more of what we’re talking about here today and that can really open up things. So, yeah, work on that.

[01:06:26] Jeff: Yeah. I will.

[01:06:28] Scott: All right, Jeff. This has been awesome. Keep me posted though and if there's anything you need, you know where to find me.

[01:06:34] Jeff: I do. You always answer.

[01:06:36] Scott: All right, Jeff. Thanks.

[01:06:37] Jeff: Thank you, sir.


[01:06:39] Scott: All right. So, there you have it. Another great conversation. I love, love talking with my listeners and it's funny. I just had coffee this morning with another listener actually in person comes to find out he lives maybe about, I don't know, 15, 20 minutes from me right now which is kind of crazy and I didn't know that and I actually seen him at a deli that I go to here in my area and he recognized me and they came up, introduced himself, and we had coffee. And today, we actually just talked for about an hour, hour-and-a-half maybe it was, I forget, just about business, about life, about Amazon, about e-commerce, about he used to run an SEO company like just a lot of cool things within business and in life and I just I love to talk about this stuff. And hopefully, you guys got value from listening in on this conversation, the same conversation, by the way, I would've had at a coffee shop. The difference is I wouldn’t have recorded it or I wouldn’t have thought to record it.

So, that's why wanted to do this. I thought it was just been off-the-cuff and you can kind of think or I guess see how I think and you can start to get some of those ideas or even just a different thought process when you're looking at your current situation. So, hopefully, this was helpful. And this is why I love live events or conferences and that's why I’m doing my own. If you have not heard that, I announced recently that I am going to be doing my own conference and it's going to be semi-small. It's going to be 300 people and a lot of events out there, a thousand plus. I wanted to keep it small especially for the first year and I wanted to make sure that we were going to be able to pull this thing off. So, if you're interested in coming to hang out with myself and a bunch of other business builders or brand builders out there then come hang out with us in Fort Worth, Texas in 2019 September. Brand Accelerator Live. It's official.

[01:08:39] Scott: By the time you’re listening to this, ticket sales should be underway and we have some early bird openings and we have some cool things that we have planned for everyone that's going to be attending. So, it's got to be a lot of fun and you’re going to meet a lot of cool people like I met Jeff at Sellers Summit, another conference which I recommend anyone that is in e-commerce space for sure. Definitely check that out. That's Steve Chu’s event. I will be there again this year in May so, yeah, I just want to bring some of that to our community, and I really, really enjoy hanging out with all of you. So, if you can make it, I'd love to spend some time with you and we can talk about building your brand. That's why it's called Brand Accelerator Live. Get it? All right. So, check that out. Brand Accelerator Live or TheAmazingSeller.com/Live, that will take you to the same place. The show notes to this episode can be found at TheAmazingSeller.com/564. You can get all the transcripts, show notes. Anything we talked about will be found there and, yeah, you can grab that stuff over at that link.

All right. So, guys, that’s it. That’s going to wrap it up. As always, remember, 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.


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