TAS 576 How NEW Successful Brand Was Discovered and Competes in Crowded NICHE

What does it really take to find that right market to build your ecommerce brand around? Do you have to search high and low? Do you have to turn over every rock to find the perfect product? On this episode of The Amazing Seller, you’ll hear from Scott as he sits down with Louie, an ecommerce seller like you! In their conversation, Louie opens up about how he found his niche market, what the process was like getting his business off the ground, how he’s been able to engage his audience, plus helpful tips from Scott and much more! Don’t miss a minute of this fascinating episode highlighting Louie’s story!

Finding a brand you are passionate about.

Everyone wants to get paid to do what they love but few get to! Are you among the few? What can you do to bring your work and your passion into alignment? Louie was wondering the same thing when inspiration struck and he decided to take his love of bass fishing and see if he could build an ecommerce business around it. Everything got started when Louie’s friend, Bill told he wanted to find a way to market and sell his handmade fishing lures. With a background in IT, Louie knew that he could make this dream a reality! Together, Louie and Bill have built a solid ecommerce business around one of their biggest passions, bass fishing. To hear more about their story, make sure to catch this engaging episode of The Amazing Seller!

Make sure you are engaging your audience regularly!

Did you know that one of the primary areas that ecommerce sellers often neglect is engaging with their audience? It’s true! At first, a lot of time and energy goes into building a list and driving traffic but before long, many sellers taper off their audience engagement efforts. Don’t let this happen to your ecommerce business! Remember, your audience is a valuable asset that you need to keep hot! It really doesn’t take much effort to do this and the benefits are well worth it. Think of all the ways you can re-engage with people you’ve already sold a product to, you could sell them the same product again as a gift for one someone in their family or you could sell them products that support what you've already sold them. Learn more from Scott about audience engagement by listening to this episode of The Amazing Seller!

Look for ways to expand your reach & diversify your revenue.

How many ways can you think to build out your brand and expand your business revenue? Does it all come down to the product you have listed on Amazon or do you have multiple methods engaged? If you’ve been around the TAS community for very long, you know that Scott is passionate about helping sellers understand the value of diversifying your channels and income opportunities. On this episode of The Amazing Seller, you’ll hear from Scott as he walks through several options for Louie and sellers like you who want to put your business in the best position for long-term success. If you are ready to put in the work, this episode is for you! Don’t miss it!

Find your next step and work it!

Let’s face it, it’s really easy to get knocked off course and get distracted. There are so many things you could be doing with your ecommerce business that you can quickly become overwhelmed and get nothing done! Here’s what you need to do, focus on one thing, one step in the process and knock it out of the park. From there you can move on to the next aspect and so on. Make a roadmap if you need to but stay focused on just one step so you don’t get pulled in a thousand different directions! To hear more insights from Scott about staying on target, make sure to listen to this episode of The Amazing Seller!


  • [0:03] Scott’s introduction to this episode of the podcast!
  • [3:00] Louie joins the podcast to talk about his ecommerce business.
  • [6:10] How did Louie get involved with bass fishing and making his own lures?
  • [9:20] Taking the business online.
  • [15:00] How has Louie engaged his audience?
  • [17:45] Scott gives some tips for Louie to engage his audience.
  • [24:45] How utilizing testimonials can be helpful.
  • [30:00] Exploring other ways to expand your brand and bring in revenue.
  • [35:10] What are the future plans for Louie’s business?
  • [41:00] Capitalizing on an opportunity.
  • [43:30] Scott gives some feedback on Louie’s product listing.
  • [49:45] Closing thoughts from Scott.


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TAS 576: How NEW Successful Brand Was Discovered and Competes in Crowded NICHE


[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 576 and today I'm excited because I just recorded a conversation with…

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…someone that reached out to me who was a listener who’s in a market that I talk a lot about and decided that he wanted to share that with me, but I also wanted to jump on and really dive into this because I felt like I could help him but also I thought it would be interesting for you to listen in on this conversation. So, today, I'm going to be sharing with you how this new successful brand was discovered and how it competes and will continue to compete in a crowded niche so you're definitely going to want to stick around for this one. I'm super excited to share it with you. Now, you might notice my voice off a little bit or a little crackly here in this intro, I apologize, but I got a little bit of a head cold and I’m going to power on through here and keep taking action like I tell you guys to do and I’m not going to let it keep me from the mic because I want to get this episode recorded so you guys can listen to it because it's awesome.

And the other thing I really want to highlight here before you listen in is it proves my point that when you take action, you learn things and opportunity comes knocking, and you're going to see this perfectly how it's laid out. And it's a funny story, actually, the niche that we’re going to be talking about, he talks openly about it, talks openly about his brands. You get to listen on that stuff and I also give him some ideas and some advice on what he can do moving forward, and I really believe that they can blow this brand up and crush it in this niche because, well, they’ve got a lot of the things that you need to be able to do this and a lot of you probably do as well and just understand that building a brand now and in the future is super important. But also, it makes the competitors not want to put in the work that it takes to actually do what we’re about to listen in on here. And when you are building a brand, it does take work. But doesn't anything really that's going to last? So, I just want you to really keep that in mind.

[00:02:02] Scott: If you have not went through the miniseries that I did in PACE or on PACE, our PACE method, definitely check that out, TheAmazingSeller.com/PACE. And then the other thing I want to remind you is that we are having our first ever live conference, Brand Accelerator Live, and that's happening in less than a year now and it's all about building a brand, and really how to build your brand on Amazon but off of Amazon and everything in between. So, if you're interested in joining me, head over to BrandAcceleratorLive.com, grab a ticket, and I will see you there in September 2019. It’s going to be awesome. All right. So, BrandAcceleratorLive.com. I’ll also link everything up in the show notes at TheAmazingSeller.com/576. All right. So, I'm going to stop talking so you can listen to this awesome, awesome conversation that I have with my main man, Louie. Check it out.


[00:02:57] Scott: Well, hey, Louie. What's up, man? Thank you so much for coming on the podcast, the bass fishing man. How are you doing?

[00:03:03] Louie: I’m doing well.

[00:03:05] Scott: This is crazy, right? I mean, you sent me an email and you're like, “Scott, you know, I got to be honest with you. You’re talking about all this bass fishing thing. Actually, that’s kind of what I'm doing. It’s funny how you’re talking about all your examples and it's kind of like relating to what we’re doing or what we want to do.” So, it was kind of funny that you reached out to me and I'm like, “Well, you know what, if you don't mind, I'd love to get you on and we can kind of go through this because I would love to explore the opportunities with someone's real business.” You know, and if I can help you so kind of to me it’s kind of fill in the blanks but then we can kind of go through this thing and strategize a little bit together and then you guys can go carry it out. But tell me a little bit about your background and kind of like how did you even get into wanting to have your own e-commerce store?

[00:03:48] Louie: Well, so I’ve always kind of been in computers and I worked in like an IT department when I was younger and believe it or not, I’m in construction now so…

[00:04:00] Scott: Okay. You’re late. Yeah.

[00:04:03] Louie: But no, I always kind of just still have the computer thing. Got the skills or whatever and I ran into my business partner now who is Bill. His name is Bill and he's an unbelievable fisherman and he has been making lures for years. He has a tackle shop in town and…

[00:04:23] Scott: Nice.

[00:04:24] Louie: Yeah. So, he’s been making these lures for like 25 years and he told me that he was going to start selling them again and he’d like to get online and I was like, “If you need a hand, I don’t mind giving a hand. I’ll build a website or get you going online and stuff.” And we just started working more and more together over the course of that year and then he was like, “Would you be interested in going in?” He knew I’ve got some values, so he wanted to bring me as partners. So, I was like, “Yeah, definitely. That’d be awesome.” And I’ve learned a lot of stuff well, from your podcast and guys like Pat Flynn and Spencer Haws and stuff. Yeah. So, I was like, “Yeah. Let's do it.”

[00:05:13] Scott: Wow. I love that story because and I talk about that a lot. I’m like you never know when the opportunity will kind of like come your way and it's like you had a skill set. You also are interested in bass fishing. I mean, so is that kind of how you met Bill?

[00:05:30] Louie: Big time. Yeah.

[00:05:31] Scott: Yeah. Okay. So, you’re big time into bass fishing. Are you in the other kind of fishing or just bass?

[00:05:37] Louie: Just bass.

[00:05:38] Scott: Really? Okay.

[00:05:39] Louie: Yeah. Yeah. Bass fishing is crazy. Some people do like striper fishing if you’re a bass fisherman but, I mean, it’s such a big thing that you can just do bass fishing and not even touch every aspect of it.

[00:05:52] Scott: Yeah. No, I love that. But just again like so Bill's been doing it for 25 years building, making these lures. How did you meet him? By going into a shop?

[00:06:05] Louie: Yeah. Well, I moved to the town where his store was and, yeah, I just saw a local tackle shop and then he started doing like weekly tournaments on the local pond. Every Thursday night we go down, a little group of us go down, and fish, a little tournament. So, we got friendly through that. We go in the store and, yeah.

[00:06:28] Scott: Wow. Okay. So, you're totally into that world which is awesome and then, so you met him through the tackle shop and then you guys became friends and then – so did he just kind of come with you with a conversation or come at you with a conversation like you know a little bit about online. I’m thinking about getting these things sold. How would you do it? Did he start asking for your advice or did you say, “You know, you should sell these online?”

[00:06:54] Louie: Well, kind of that. So, this is actually what happened. He posted online that he was selling a lure that he started making. So, it was like this like swim date type lure and he posted it on Facebook that he was selling one and I was wondering why I never got one and so he wasn’t making them anymore so I’m like, “Yeah. I’ll take it.” So, I met him at just like a little bar down the street and I just figured we’re meeting in between our houses and I was going to grab a lure and he was sitting down having a beer. So, I was like he’s like, “You want to have a drink?” and I was like, “Yeah. I’d have a beer.” So, we’re just shooting the breeze and got the lure from him and then he talked about his other lures he was making again that he hadn’t made in a long time and I was like, “You know, I'll definitely take some but well, do you ever think about putting these online on Amazon or on your own website on the store?” And he was just – he’s very computer illiterate.

[00:07:54] Scott: Okay. Yeah. It’s old school. Yeah.

[00:07:56] Louie: Yeah. He’s in his 50s and he was like, “I don’t know the first thing about it.” I was like, “It could really move a lot of these for you.” Because people in Massachusetts love it.

[00:08:08] Scott: You know what, I love this because there's so many times that I see this and, honestly, like myself personally I have to hold myself back a lot of times because I see these opportunities that I could actually go in there and be like, you know, I'm interested in this market too, but I'm not the one that can make my own guitars, but you can and you don't really know a first thing about like online and you really don't want to learn it and you don't want to bother with it. You just want to make your guitars. I can help you sell your guitars like it’s a perfect marriage.

[00:08:38] Louie: Right. And that's the thing. I mean, if he's making tennis rackets and he wants me to be a partner on a tennis racket business, well, I’m probably not interested in that. But being in the bass fisherman business, I mean, it’s great whether it’s maybe a side thing or becomes a full-time thing, it’s still something I like to be involved in.

[00:08:56] Scott: Yeah. Absolutely. All right. So, you guys have this conversation and he basically says, “Yeah. I would love to. I just don’t know the first thing about it. I don't really want to know. I just want to make the things and sell the things and just keep doing what I like doing. So, what’s your first step? Like, what's the first thing? Is there one lure that you start with? Did you build a website first? Like, give me some order on how things happened.

[00:09:17] Louie: So, first thing, I just set up a little Shopify store. I did like on a WordPress platform so it's like a buy button that’s built in the Shopify. So, there’s not a ton of different SKUs so I figured save some money here and have the WordPress capability to the SEO side of things and so set that up and then of course I’m like, well, I heard you on a couple of interviews with another podcast and I’m like, “That Scott guy was talking a lot about selling on Amazon,” and I’m like, “Maybe this could do well on Amazon.” So, I started looking on there and I was looking at the prices. We sell jigs. The jig prices are pretty high in Amazon, so it was like, “Oh, I can't believe people are paying this when you can get it over here for this.” People just want to buy on Amazon. They’d rather spend a few extra bucks on Amazon.

So, yeah, so I was listening to your stuff and you were talking about how to optimize the listing and all that and I just took that all into account. I set up the profile for the jig on Amazon and never did any PPC or anything and just slowly over time it was getting good reviews and people loved it and now it's the top-rated jig on Amazon now.

[00:10:45] Scott: Wow. That is awesome. So, you didn't do anything to really launch it. You just kind of like optimized it, put it up there, and it started to get some organic reach or did you drive any traffic to it at all?

[00:10:54] Louie: Well, a feather in our cap was build out a pretty big local following so he had guys that have been waiting for this jig to get made again. Yeah. So, we had that and then it was really about getting everybody all over the country to kind of get interested.

[00:11:13] Scott: Okay. That's awesome. Yeah, cool. So, you got a little boost in sales from the locals and they were all waiting for it because they’ve all been wanting it and it’s something he kind of took out a production which is kind of interesting as well. I love that. And so, then you said, “Hey, it's available but if you want it, you got to grab it on Amazon,” and then they go buy it on Amazon and obviously, Amazon likes the sales come through their channel and then they start to rank you and then you're starting to move some units.

[00:11:37] Louie: Right.

[00:11:37] Scott: Yeah. That’s so awesome. Now, was he making them by hand?

[00:11:42] Louie: Yeah. Well, so a jig is – and you’re going to have to learn this if you’re going to be a bass fisherman.

[00:11:49] Scott: I know there’s components to it. I know. I know.

[00:11:52] Louie: So, what it is it's a weighted, it’s a hook with a metal weighted head and typically it’s made of lead but there are some states that lead is an illegal-to-use object. So, ours are actually lead-free. We make them lead-free. So, Massachusetts is one of those states. New Hampshire’s another one and there’s a bunch more but it’s more expensive to use lead. So, lead-free jigs are typically more expensive. So, anyway, Bill growing up, his father owned a metal casting shop. Yeah. So, he was fortunate enough this is back in 80s but he was able to make this, he worked at the shop so after work he worked in his own stuff so he started making a jig, he go out, fish it, wasn’t right, go back, refine it, change some things, go about fishing, wasn’t right until he really got it perfect. And that’s, yeah, so he started. That’s how he did it.

[00:12:51] Scott: Wow. Okay. So, currently right now though is he still making them – are you guys making them locally or are you guys now getting them…

[00:12:58] Louie: Yes.

[00:12:58] Scott: Okay. You still are. Okay.

[00:12:59] Louie: Oh yeah, yeah, yeah. We’re still doing it.

[00:13:01] Scott: Okay. And so, what's the capacity on that? That's my first like thought like, okay, well, what happens when this thing really does take off? Are you going to be able to keep up with the demand?

[00:13:10] Louie: Yeah. We can do them pretty fast. Yeah. You know, he still has a lot of the stuff, industrial stuff that we can really dang them out.

[00:13:20] Scott: Okay. All right. So, at this point now you get some sales up and running on Amazon. Is Bill excited at this point?

[00:13:27] Louie: Oh yeah. Yeah. Because I told him when we first started I’m like we’re going to have to charge a good amount for these because you got the fulfillment fee, you got the Amazon fee, and we were in the Small and Light program of FBA Small and Light which helps us out. But still, I’m like we got to throw some extra money on top of this and he’s like, “This is going to be an expensive jig,” and I pulled up all the other ones. I said, “Look, this is what BOOYAH’s charging. This is what’s Strike King’s charging. That’s what they’re all charging to it to make up for that difference.”

[00:14:05] Scott: Nice. That’s awesome. So, he’s a believer and you’re kind of like a hero. Now you’re like, “Wow, man, this guy’s really smart. You look like a super smart guy,” which you are. I’m just saying like he’s like, “Wow, this guy really knows what he’s doing. He’s just a guy that came in and bought a jig one time and now we’re buddies and now he’s showing me the ropes here.” This so cool. That is really, really cool. All right. So, I mean, there's a whole bunch of different directions I want to go here but I’m trying to keep this to where we can kind of take it down the path. So, at this point now, you’ve got like a Shopify store, you’ve got a WordPress blog. Are you posting any content at this time? Are you going after any content to build any type of SEO, any type of traffic organically? Are you focused only on the one channel like where are you at this point or at the point that we’re talking?

[00:14:56] Louie: So, I've had success with this in the past and I'm actually working on something right now kind of working on kind of like a site based on bass fishing that’s going to help this. Just kind of like you’re talking about, talking about fishing and there’s a jig by the way.

[00:15:14] Scott: Exactly. That’s what I’m thinking. Yeah.

[00:15:17] Louie: So, I’m working on that. I’ve had some work with that. I’ve had some luck with other sites and stuff. But so, when I tried to – I wanted to start like a tips page on BiCO Jigs. The company is BiCO Jigs so BiCOJigs.com and so I start the tips page and I’m having a tough time ranking that. Bill did all the writing for it. I kind of tweaked it to help SEO and all that. I was going for like jig fishing for bass type words like that. And I’m having a tough time getting that site to rank and I'm wondering if it's because Google sees the e-commerce scripts on there and I’m wondering and thinking maybe they left less favorable towards it because it’s an e-commerce site. I don’t know. I don't know if you know what I mean.

[00:16:17] Scott: Yeah. No, I do. I don't know if that would be a reason. A lot of times because you have different categories and stuff that you could probably even do better but I think again, it’s one of those things. It's a whole other animal. You got to kind of look at your competition and what keywords, long tails. I mean, if you've been following Niche Pursuits, any of their stuff over there, I mean, Spencer Haws, he'll tell you. It's like going after the long tail and then working yourself to the shorter terms, but the ones that might get more traffic. But so, okay, so you kind of built out this thing and you’re kind of experimenting now to try to do that so you’re kind of going after that already, but is it all like written right now? Is there nothing like video or anything that's instructional or is there a guide or is there any of that stuff right now?

[00:17:05] Louie: No, none of that. I did one underwater video with a GoPro just to show the bait in action but no, nothing like that.

[00:17:14] Scott: And have you run any, do you have an email list? Let me ask you that.

[00:17:17] Louie: Yes, yes.

[00:17:18] Scott: So, what do you have for an email list right now currently as far as size?

[00:17:23] Louie: Size, 1,500.

[00:17:24] Scott: Okay. That’s good. How often are you emailing them?

[00:17:29] Louie: Not very often. I'd say, well, maybe once a month.

[00:17:34] Scott: Okay. We got to fix that. We got to get that to at least once a week and I think with you guys going out and fishing every Thursday, how you’re able to come up with this content is pretty easy. It’s like one thing and to me it would be just the short little blurb that you could put into an email and it could, I mean, if you don't want to actually post something, now I would say for your market, “Oh my gosh, like I would go hard-core YouTube,” and what I would do then is I would take that YouTube video. I put in a playlist, and inside of that playlist that would be everything related to that one topic. So, if it's like beginner fish tips or bass fishing tips, that would be its playlist and then I would include like five videos that would be the five tips that you need to know when you're learning bass fishing then you might have more advanced. And then with that email list, what I would do right off the bat without even like embedding it on your blog and stuff which I actually just did a video. It should post I think in a week or two which actually shows exactly what I'm kind of illustrating here.

But basically there, what you would do is you could take your email and then say, “You know, hey, guys, it's Louie. Just got out of the boat yesterday and tried out a new lure. Really worked awesome. I want to share with you a couple of tips that we learned from that. Check out the video I shot here.” And then you click on it and it goes right over to YouTube. And then it’s going to dump people into your playlist though when you have multiple videos. That way it also keeps them consuming your content which YouTube loves. So, for me, for you guys, it’d be like I would find like the top 10 things that you can help people with bass fishing like a guy like me like I'm getting ready to get into it. What do I need? Like, what do I need to know? If you’re sitting down you’re like, “Scott, you need to know what a jig is like what’s a jig. What makes up a good jig? Why lead-free? What're the advantages? What's the best lure for fishing in the weeds?” Like all of those things are probably things that you could create very easily.

[00:19:30] Scott: And if you just sat down with you and Bill and just shot these things like literally like do like five videos in a day like just five-minute little chunks just answering the question. And then the cool thing is, is when you email your list too you can say, “Hey, what are you guys struggling with this week with bass fishing?” And then have them send you responses back, either through email or through whatever, your comments, whatever. Ask for them to give you that stuff and then you can be like, “Hey, it's Bill and Louie here back again today. We got a question in from Ron and Ron wants to know what's the best way to catch fish in the weeds. Well, it's a great question. It’s something that I think all of us struggle with. This is what we found really works well.” Boom, boom, boom, boom, record, publish. If you get into a steady flow of that, you're getting YouTube, you're getting then what I would do is I’d embed that video on your blog and I would write a content post around it and an easy way to do that is just transcribe the audio, publish that inside of the post. Now you get written content so then the SERPs kind of pick that up. And SERPs, for anyone that's listening, is search engine. So, that's what I would do.

And then I would email my list every week about that new video piece. Done. So, you just take one piece of content, you then embed it in those two different places. You email your list about it that’s going to help you get traffic to that. It’s going to also help out your ranking. Also, when you're getting links going from YouTube over to your blog, that’s also going to help showing that link juice going from YouTube to your blog. So, those are just some things randomly that I would start with but for you guys, I mean, you guys are sitting on content like tons of content. So, that's what I would do. I would just structure that and like map it out like because you could have like a months’ worth of content. You can shoot that in a day and then you just publish it. Every Friday it goes out and then everybody gets an email on Friday and say, “Hey, just posted the new bass tipping, bass tips video for the week.” Boom. Done. But if you’re only emailing that list once a month they’re kind of forgetting about you. So, we want to stay front of mind with those people.

[00:21:32] Louie: Yeah. My emails are basically just updates on like new stuff we’re working on because we’re working on new products and stuff.

[00:21:43] Scott: Sure. Yeah. To get them involved I think is great, right? Because then they get excited about the lure when it comes out, but I just think you need to be like front of mind whenever they’re thinking about bass fishing and I think it’s very easy to do in your space.

[00:22:00] Louie: And really there’s so much like bass fishing is huge. I mean, just in jig fishing there’s so much you can do, jig fishing alone.

[00:22:08] Scott: Right. Yeah. So, that's what I would do. And any reason why you guys haven't done that yet? Is it just time? Is it you don't like to be on camera? Like why haven't you done that so far?

[00:22:21] Louie: Yeah. I guess, I don’t know, when you shoot a video you ever like put so much thought into it that you’re like, “All right. I want to make sure I get everything in this,” and you’re just like, “Are you going to miss something?” And then you post it on YouTube. It gets all kinds of credit and you’re like, “Shoot. I wanted to – I should’ve said this in the video and I can't believe it's already out there and gaining all the social proof.” You know what I mean? I guess that's no excuse but that's the stuff we want.

[00:22:51] Louie: Well, here's how you fix that. You would do a follow-up video to that one.

[00:22:57] Louie: Okay.

[00:22:57] Scott: Right? You’d be like, “Hey, guys, I shot a video about two weeks ago about how to catch bass in the weeds. I forgot to mention this. It’s really important because some people actually they commented in and said, ‘What about this?’ so I wanted to address that. If you missed that video, go in the description and check it out. I'll link it up in the description,” and then also on your end card, you can put it there. So, it's a way just to keep connecting with people. It doesn't matter that you missed anything. The one thing I would recommend is just being loose off the cuff. Don't script things too much. Just think about the topic that you're covering. Don't try to pack too much detail into one video either. Give them that one nugget and then create another video with another nugget because that gets them to consume more content so keeping them 5 to 7 minutes. Then the very first thing I would do is I would lead with what they're going to get. “Hey, guys, it's Louie and today I’m going to show you how to catch bass in the weeds. So, if you're having trouble fishing in the weeds, stick around. That's what we’re going to cover today in this video. Boom. And then you would cut to, “Hey, okay, so here we go,” and then just run right into it. But you want to let them know right up front exactly how to do that.

[00:23:58] Louie: One video I definitely want to do was just a simple video of Bill talking about the jig, I mean, just sitting in this house and just telling about it. You know what I mean? It’s written on the website, but you know people. So, I mean we definitely got to do that.

[00:24:15] Scott: 100% because then again, it's this guy that he's made these. I mean, I would tell the story about him making them and then not making them and the reason why. And then people wanting it so bad. And then he started making it again and now people are loving it. Like I would go through the whole story like that's part of your brand. People are going to buy in to Bill and you.

[00:24:36] Louie: Right. I mean, that’s kind of we’re thinking all our competitors are made in assembly lines in other countries. Ours were actually made by a really good fisherman which is pretty good.

[00:24:49] Scott: Yeah. And do you guys have anybody that has used that, has given you guys any type of testimonial or anything?

[00:24:56] Louie: Oh yeah. I mean, we have all perfect reviews on Amazon but great local guys that we know that are really respectable fisherman.

[00:25:06] Scott: So, I’d get those guys and I’d get them on camera and I’d get them talking about the jig and saying what they love about it and why they don't like the ones that are bought in the local store or the ones that are mass-produced.

[00:25:19] Louie: Well, we have a pro staff. We have a pro staff too. All really good fisherman that it’s called the pro staff. They just kind of represent the brand so, yeah, we can have them do it.

[00:25:28] Scott: Absolutely. You have them all do it. You post all those videos on your blog. If you have any pages that have your products listed there, you’d put those on the page. Obviously, that’s going to bump conversions and then you're also going to put them on your YouTube channel because now when people go to your YouTube channel, they’re going to see those. So, those are all great. And then to get people that are buying them, what I would do is I would send them something even in the mail and say, “Hey, you want to receive a free jig?” All you got to do is just shoot us a quick video sharing what you love about the one you just purchased.” And so, then they’re like, “Cool. I’ll get a new jig. All I got to do is just fire up my cell phone and be like, “Hey, this is Scott from South Carolina. I just bought this awesome jig from BiCO,” or is that the name?

[00:26:17] Louie: Yeah. BiCO.

[00:26:18] Scott: BiCO. Yeah. “From BiCO and I’ll tell you what, I've been using lures for years and whatever and it's just they’re awesome and this is why, and you got to go out there and get one yourself and give it a try.” That's it. Then they send you the video. You get a piece of content and then you just send them a coupon code to get it or you just send one in the mail like how are you going to do it to fulfill it?

[00:26:38] Louie: Yeah. And we get that all the time through messages and pictures, on Facebook messages and stuff like that.

[00:26:44] Scott: Yeah. So, I would double down on that stuff too. Now, I know there's a lot that you can do and that's also the problem too. It’s like, “Okay. So, what do I do first?” My thing for you would be is like content. I'd map out the content that you know people are searching for. I mean, you're pretty knowledgeable in the SEO space. You’ve been kind of playing around with that stuff. The same thing applies in YouTube. Just go there. Do some keyword research. What are the top 10 searches that are being done for bass fishing? And then you would go ahead and create those pieces of content. And again, getting you and Bill on I think also even for like a Q&A session every week, maybe doing like maybe submit your questions and then people can submit their questions and you jump on and you read them. The other thing it does is it sets you up as an authority in your space and that's another piece of content. All you got to do is answer questions. It's like me coming to you going like, “Hey, Louie, I got a couple of questions.” You’re like, “Yeah, man. Pull up a chair. Let's have a drink and let's talk about it.” And then I ask you these questions, you hit record like that’s it.

I mean, look at what we’re doing right now. We’re kind of like we’re having a conversation as if we would have in the coffee shop. The difference is we’re just recording it. And now people are getting a ton of value from me telling you from my experience what has worked for other businesses that I've run that you could just apply and adapt to yours. It’s a piece of content. It’s going to be now public and people are going to be able to listen in and get value from it and that's good. That’s what we want to do. So, yeah, I see a huge opportunity for you guys and I say definitely get that email to increase. I would keep building that and I would keep sending those people messages once a week and I get a schedule set up so you’re emailing them at least once a week. Now, the other cool thing you can do is once you get like 10 messages let’s say or 10 emails that you have, I turn them into autoresponders now. So, now when someone would join your list, they get email number one automatically and then five days later they get another one and five days later they get another one. And then that way there, you’re building this little automated machine in the background that's driving people to your content, which also lead people back to your store, Amazon, or wherever you want.

[00:28:47] Scott: So, I would do that stuff and build that little machine on the backend, so I would do a broadcast once a week and I would do an auto message until they get through your autoresponder. So, if there's an autoresponder and you could keep adding to that. So, you can get a year’s long autoresponder that's running behind the scenes and so when someone joins on day one, they get message number one and then five or seven days later they get the next one and then you can also broadcast to those people, so they might get two emails a week. That's fine. So, that's another great strategy because then in the background you always have people that are entering new that are fresh, that are getting a piece of content that you published six months ago but still relevant. And let's face it, you know, bass fishing doesn't really change with technology all that much unless you're doing like some type of a depth finder or something like that but we’re talking about like a lure like some type of just a device that will probably work now and it’s still going to work in the future.

[00:29:42] Louie: Oh yeah. Jigs go back to beginning of bass fishing.

[00:29:46] Scott: Yeah. Exactly. It’s like the bass in the water aren’t like, “Oh, it's the new year. We’re not attracted to them things anymore.” So, they don't really do that at least I don't think they do. But yeah, you’re sitting on a great opportunity. The other thing, have you checked out Mystery Tackle Box?

[00:30:04] Louie: Yes, I'm familiar with them.

[00:30:06] Scott: Man, I'll tell you what, you guys are sitting on that. So, you guys can turn this into like a little subscription business just for the bass fishing market. Like, that’s kind of like all like different types of fishing like you can just – I think you can go after just the bass fishing and turn it into a little subscription model. I mean, think about you. Like every month that you got a new box with a mystery type of a lure, it’d be pretty cool. You’d be like, “Oh, I wonder what they’re sending this month? I’m going to try this. I can’t wait to try it out.” Now you’re eating, right? It's like you’re a kid in a candy store. And then you can turn that into a subscription model. So, now all of a sudden, yes, you got to come up with a new spin or beta, whatever, you know, it’s something that you could probably do. You’d need 12 a year. It forces you to make a new product. Or you can even reach out to other people that you respect in the industry that have their own and then you can offer to get in front of your people and then they would give you like a deep discount because you’re going to expose them to their brand. That’s another idea.

[00:31:07] Louie: Yeah. It takes us a long time to get a product that we – because, I mean, Bill is so meticulous. If it’s not perfect, it's not going. The name is not going on it. So, I mean, like we literally just tried to make a buzzbait. I mean, we spent probably two years on it and just thousands of dollars trying to get this thing right and we finally had to kind of put it on the back burner. But, yeah, we want them to be perfect, so it takes a while for us to develop. Like, we have a new product that we’re just coming out with that. We’re really excited about but…

[00:31:40] Scott: Now, are you guys thinking of also like selling additional fishing accessories like bass fishing accessories?

[00:31:48] Louie: Well, the thing so we started the company, we named it QG Tackle so it’s just our two names and two initials and tackle. And then we just figured BiCO Jigs would be a brand under that and kind of kept us open for how you kind of talk about XYZ brands like that's kind of like if we wanted to do something else, we can do it without touching the BiCO Jigs brand name.

[00:32:13] Scott: Okay. Well, the other cool thing that you guys can do too and going back to the content strategy is like you can like I'm sure you guys use, you know, certain fishing poles and certain things that you guys use as accessories that you might not be maybe you're not going to even sell in the future but if you're doing a piece of content, you could tell people like what are the top fishing poles that you're looking at for 2018, 2019, whatever, and then you do a video on that. But then also you write an email about it and then you can link over to your Amazon Associates or using your Amazon Associates link and then you can start making some affiliate commissions on the backend of just the accessories. You know what I mean?

[00:32:56] Louie:  Yeah.

[00:32:56] Scott: In our new brand, I mean, just because we’re linking out to other things, I mean, I think last month we are just over a thousand dollars in affiliate commissions just from like mentioning stuff. In our stuff, well, we’re getting organic traffic. We’re getting, we have our email list which we email at least once a week. A lot of times it’s twice a week. Sometimes it's a direct pitch and sometimes it's just content plus pitch or content plus possibly an affiliate offer that we think that would be useful to them, but it will also include that in a post. The thing that we a lot of times do is we won't directly link to our Amazon stuff or even an Amazon Associates using our Amazon Associates link in an email. We’ll do that in a content piece. So, this way here, number one, you're not supposed to link out inside of an email using an affiliate link, number one. Number two is if we put that on our own web property, it resides there. So, whether people get there through an email or get there through organic search or social, it's still going to be on that content piece. So, a lot of times we kind of push the content through those other channels.

[00:34:00] Louie: Yeah. That's a good idea.

[00:34:01] Louie: Yeah. So, I mean, you could probably pick up some extra revenue just from doing that and things that you use and that you would recommend like you recommended the Jon boat to me and a motor to me or a trolling motor to me, right?

[00:34:13] Louie: Right.

[00:34:14] Scott: Those are two things. Now, if you use your affiliate link in there to not, I don’t know, I forget what the boat was, $1,000. The trolling motor was expensive too. You’re talking, depending on what your volume is, you’re talking between 4% and 8% you would get on that. That's a pretty big deal. And you’re not going to sell Jon boats, but you know what, I'd like to know which one you would recommend.

[00:34:34] Louie: Right. Right.

[00:34:36] Scott: And then so all you're doing is you’re recommending, and I would love to go through your link because guess what, I know that you’re going to get a little bit of a kickback but I’m not paying anymore. Amazon is going to pay them or whoever you’re going to recommend. A lot of sites have that too, not just Amazon by the way. A lot of affiliate offers are there for physical product brands. You just have to look for it. But, yeah, there's a huge opportunity I think there for you guys on that. Okay. Cool. All right. So, at this point, we’re going to be wrapping up here, but at this point where do you see yourself in 12 months? Where do you want to go in 12 months with this business?

[00:35:15] Louie: I kind of just always had the mindset as long as we’re still growing like what gets me excited is when I see like we’ll have like a crazy day on Amazon. We’ll have a crazy day on the website like what gets better. That's exciting but what gets me really excited is when I see repeat customers because then it's like, “All right. Like that's telling me something. They got it. They used it. They’re liking it.” I mean, we’ve had people buy them and then I'll see it got delivered that day and then they order again like just as soon as they got delivered, they didn’t even use it yet, they just saw it and they love it. So, kind of my mindset behind this business was try and just get a big group of lifetime customers that love the brand, love the jigs, and just try and snowball that. And like a lot of our Amazon sales I think are casual fishermen. Like they go on a vacation. They grab some lures like, “When we really get those what they call them a whale,” I mean, I’m just trying to get those whale customers just guys that love it, are going to stick with us and I know that's just kind of where I see – I mean, I would love to be moving 50,000 to 100,000 jigs a year would be awesome.

[00:36:40] Scott: I think that's totally doable too by the way. Yeah. I mean, you're in such a huge market and I think there are also other avenues that you can go down. I mean, we haven't even talked about like you're sitting on like a digital product as well. Right? Like people want to be taught how to do better or become better at bass fishing just like playing guitar. To me, it's the same idea and if you're into it, you’re into it especially if you're competitively into it and then it's like you're in a bass tournament and you want the edge and all of this stuff. So, yeah, you're sitting on a lot other than just the jig. You know, I think that the jig is great and that's the driver, but I think you're sitting on even more than just the jig. I really do. And I think it does come down to the content because I think the more you build out your content and you start doing those different pieces, you're going to start getting more organic just naturally. It’s the way it’s going to happen. And then people are going to link to you because it's a good resource.

[00:37:44] Louie: Yeah. And Bill’s got to do it. I’m a good fisherman but, I mean, Bill is a way better fisherman than I am. He would be the guy that you’d really learn something from.

[00:37:55] Scott: Yeah. And I think there needs to be that little interview, maybe even that you do, and you just interview him about his past and his history and his accomplishments and everything. And then from there when someone actually gets to ask a question to Bill, it’s a big deal and then it's like, “Wow, my question is going to get answered this week maybe on this.” I mean, heck, you guys could do a podcast. I mean, seriously like people that are bass fishermen sitting in the truck, they’re going to be tuning in so that’s a whole another. So, that's what I mean like you guys are sitting on something pretty amazing. But again, you don't want to say, “Oh my gosh, I got all this stuff. Now, I’m not going to do anything.” I think it does start with those content pieces and then start to build that out and then from there you can go into a whole bunch of different areas to get even more exposure and I think that goal of 50,000 plus jigs a year, I mean, yeah, that's totally doable without a doubt.

And I think you guys have even more a potential outside of that even and turning this thing into, like you said, repeat customers and is great but I think also like a recurring model somewhere is probably there for you as well. Not sure what that is yet, but there's definitely something there as well. So, it's exciting, man. It’s exciting. I'm so glad that someone in the audience actually reached out and said, “Hey, man, I'm actually doing that. I’m actually in that,” and you're not someone that – you know what the difference is though? You're not someone that's doing it just because you pulled up Jungle Scout and you found that the numbers look good.

[00:39:26] Louie: Right.

[00:39:26] Scott: That's the difference and I get a lot of people say, “Scott, what are the numbers?” like what are the numbers that I need to make sure that are there and that's how I’m going to pick my product or my market. And that's not what I want anyone to do. And you're in a really unique situation because you're in love with the sport but you're also connected with someone who's really, really knowledgeable and including yourself but they are too so huge opportunity.

[00:39:52] Louie: Definitely. I mean, it’s funny. I’m like you’re always talking about bass fishing and I’m like, “He’s blowing up my niche.”

[00:40:01] Scott: It’s easier said than done. Yeah.

[00:40:03] Louie: Oh, wicked. I mean, it’s a good example to use because it's so competitive. But, no, I really didn't care about the competition. It was more let’s just make a better jig and they already had it and, yeah, so the competition doesn’t matter if you have a good product I guess is the point of that.

[00:40:22] Scott: Well, it's a good product and you have the expertise behind it in a sense to where you can really educate the market and bring goodwill to the market. To me, it's like if you have those two pieces, like how can you not win? Yes, you’re going to get someone that’s going to come in and try to make a jig and they’re going to think they – and they never fished before or they might have fished three times but because the numbers look good and someone else is selling a jig similar to it, they’re just going to make that and rip that one off and try to sell it. That's not a business. That's not a brand to me. What you guys have, you’re sitting on all the different assets that you have. Now it’s just a matter of just kind of like moving forward and kind of starting to just work your way through but, yeah, I mean you guys are sitting on, to me, a gold mine and an opportunity that you guys can do what you love doing and get paid for it.

[00:41:11] Louie: Yeah. I mean, that would be the dream. Whether it remains a side thing or it becomes a full-time thing, it’s a win-win.

[00:41:20] Scott: Yeah. I mean, I think if you wanted to be a full-time thing, it can become a full-time thing without a doubt. Without a doubt. Yeah, absolutely. I mean, like the competition to me doesn’t matter for you guys because you guys can beat the competition by doing what a lot of people aren't willing to do and that is put in the time, put in the work, and really getting as much goodwill to the marketplace like that’s it.

[00:41:43] Louie: Yeah. You can’t order a Bill off of Alibaba.

[00:41:48] Scott: No, exactly. Exactly. So, dude, man, there's a lot of stuff I can keep going into, but I think I've given you a lot to do and what I want to do is I want to come back at some point, maybe six, eight months from now. Let's just do an update. Let's see where you are and see what you've done and what you’ve done to grow. So, I’m going to put a little bit of pressure on you, so you can come back and if you come back and go, “Well, I really haven't shot any videos yet,” well then we’re going to have another talk offline, but yeah man, I mean, gosh, if I wasn't doing all the things that I'm doing and I had your opportunity and you had Bill and all that stuff, man, I'd be going all in, all in, like all the chips are in on this one for me, for you, but again it's because you're so aligned with the market and you’ve got a great resource and you know some things about SEO already so you already have a leg up there. You know, and the reason why you know this is because you did your research and you did your homework and you tested a few things in other markets maybe and you've learned, but now you bring that skill set to this brand which is pretty incredible. So, cool, man. Is there anything else you wanted to ask or anything that you wanted to say before we wrap up?

[00:43:03] Louie: I guess, what did you think? Did you look at us on Amazon? Amazon is so weird to me. I mean, it seems like you can have a crazy day and then a brutal day. I'm wondering if from your eyes, did you think the listing was half decent? I mean, I'm just kind of going with what I've heard you talking about and stuff like that and trying to do it.

[00:43:28] Scott: Yeah. Absolutely. And the thing that I love about your photography is really good and I love it that in the listing you have arrows that are pointing to the different elements. And the cool thing is it's a really super close-up. and the thing that I like about that is you can see all of the details. And so, the very first thing as you’re scrolling through, I mean, you would think a lot of times like a jig, a small piece is like hard to see. This here is like right in your face. It's clear. It looks professional. So, no, I think it's great and you got some great pictures in there. One of you I see holding up that massive bass. Wow.

[00:44:16] Louie: My two biggest fish were on that jig so it’s pretty cool. Yeah, it’s pretty cool.

[00:44:21] Scott: Yeah. I love your logo too, by the way.

[00:44:23] Louie: Yeah. Isn’t that neat?

[00:44:24] Scott: Yeah. That’s really cool. So, man, there's nothing really I can critique. I mean, yeah, you're doing really well and the only thing I would say is maybe, have you played around with A+ content at all like adding any of that into your listing? Because that might enhance it just a little bit, not that it’s going to make a huge difference but if you add some of those components in there, it does make the description area look like a little bit more like a magazine in a sense. So, it’s something to think about. Yeah. I know some people have said, “Well, then you get rid of the description, you lose…” I don't see that. I don't see that you're going to lose ranking because if anything I think you’re going to gain it. And I also believe that even with pay-per-click, you might even see a little bit a better, especially when you’re driving traffic or paid traffic.

[00:45:15] Louie: I've never run any pay-per-click which is kind of crazy.

[00:45:18] Scott: That is insane.

[00:45:20] Louie: I always say so much PPC talk and I’m like, “I’ve just never done it.” We’re number two for bass jigs under BOOYAH which is like the Reebok of fishing.

[00:45:32] Scott: Now, let me ask you one last question. Have you done any bundles or anything?

[00:45:36] Louie: Actually, yeah, we sell three different sized boxes, so we do a 6-box, a 9-box, and a 12-box.

[00:45:42] Scott: Okay. Because on that one listing I didn’t see it.

[00:45:45] Louie: Yeah. It’s in separate listing.

[00:45:48] Scott: Okay.

[00:45:49] Louie: So, that was nothing. I probably should put that under the same listing.

[00:45:53] Scott: No. I mean, it would be nice to have that but because that way there, if someone comes for the one, they can get a better deal if they buy a three-pack or something. And you can always consolidate them too. You can consolidate them either yourself or you can just contact Seller Support and then they can merge them for you.

[00:46:13] Louie: I didn’t know that.

[00:46:13] Scott: But, yeah, I'm looking at your store from page 2. It looks great. I get more pictures of people actually holding that fish up that they caught too. You know what I mean? I put as much of that in there as possible. Yeah. The header graphic looks good. You got some nice shallow depth of field going in on that picture. Yeah. It looks really professional.

[00:46:31] Louie: Awesome.

[00:46:31] Scott: Yeah. And that looks like that's Bill, so I personally make and inspect every jig to ensure the same level of quality I expect for myself as a bass fisherman.

[00:46:41] Louie: Couldn't be more true so pretty cool.

[00:46:42] Scott: Yeah. Yeah. That’s why I love it. Dude, man, I think you're sitting on a gold mine. I think you just got to get out there and actually do a little bit more of what we talked about and I think I'm telling you, I think sky's the limit. I mean, I think you guys can have a very, very successful business and brand on and off of Amazon and you can have control of your customer, repeat customer, all of that stuff, and to me it's just a matter of just getting out there and creating some content, bringing some goodwill to the marketplace and just doing that and then building out that automated follow-up I think would be another way for you to keep connecting to those people to then kind of come over and not even just buy your stuff, but share your stuff. If every week you can email those 1,500 people and then there's another chance that they’re going to share it in another well-known Facebook group or something, that could be a huge spike in your sales for that day, that month, in getting you more customers that are coming free because they're sharing your stuff.

[00:47:42] Louie: And I sent you the jigs. I don’t know if you got them yet.

[00:47:44] Scott: I didn't. I didn’t get them yet, but I'll definitely try them. Do you have a video showing me how to use them? You don't, do you?

[00:47:51] Louie: I don't.

[00:47:52] Scott: I need a video. You see how I work?

[00:47:55] Louie: Yeah. Well, I'll tell you one thing. I’ll make a deal. You can check in with me in six months or whatever and I’m going to check in with you and see if you caught any fish.

[00:48:05] Scott: All right. That sounds great. I am going to be – I'm like so close to just doing it and buying the boat and the trolling motor and just doing it. I mean, I fished a little bit with my father years ago and he lived on a lake and stuff and we would catch some pike and stuff. But we’re not professional.

[00:48:22] Louie: And you’re in South Carolina.

[00:48:22] Scott: We’re in South Carolina. Yup.

[00:48:25] Louie: Great fishing. Great fishing on there.

[00:48:26] Scott: Yeah. Well, it’s crazy. I mean, literally I'm almost looking at my pond right now and it’s a huge pond, massive, and it's right on the golf course, but I can barely see the golf course. It’s that big but guys pull up their trucks every single day and they just they take their Jon boat off, they drop it in, they fish for a couple hours, and they head out because there's some big, big bass in that pond. So, yeah, I'll have to go fishing, use your jigs, catch a fish, and show me holding it, and then we can pose that as the update.

[00:48:58] Louie: Terrific.

[00:49:00] Scott: All right, man. This has been awesome. I'm excited for you. I really am. And if there's anything I can do to help you in the meantime, let me know but let's definitely get working on that content and really getting your audience more involved in even just asking questions and then you showing up or Bill showing up and answering those questions. And you guys just dominating the space with just goodwill. I think you guys will crush it.

[00:49:20] Louie: Awesome. Yeah. And thank you for putting this stuff out there. I mean, it’s been a big help to me getting this thing even going, so I appreciate it.

[00:49:25] Scott: No, it’s awesome. I appreciate you, man. All right. Hey, take care. Get out there and catch some fish for me.

[00:49:32] Louie: Will do.

[00:49:34] Scott: All right, Louie, man. I’d appreciate it.

[00:49:36] Louie: Take care.


[00:49:38] Scott: All right. So, hopefully, you enjoyed that as much as I enjoyed talking to Louie and recording that for you guys. A lot of golden nuggets there, a lot of things to consider, even in your own business right now. And again, you don't have to do it all. There's a lot of different things that we can do. You need to pick the things that you can do right now that make the most sense for your business where it is and then focus on those things and that's why I always kind of revert back to PACE, the P, the A, the C, and the E. And every single one of them is a pillar and you should be looking at those in your own business and seeing where you should be and could be focusing right now and then just reevaluate. After you go through that, you kind of build out your attention area, in your cultivation area, where is there a spot where you can expand. Maybe it's expanding into more marketplaces or maybe it's expanding your team. All of that stuff goes really, really well inside of PACE.

So, definitely check out PACE, the method that we use in all of our businesses but also all of the businesses that we’re helping grow right now and you can find that by heading over to TheAmazingSeller.com/PACE. And then the other little reminder, again, if you want to join us live at our conference Brand Accelerator Live then definitely head over to BrandAcceleratorLive.com or TheAmazingSeller.com/Live. Don't delay. Head on over there and grab your tickets so this way here, you're sure to join us where we’re going to breaking down all of these four pillars, so you can actually see how all of these ties together but then also get other people that are building their brand as well. You get to network, connect with everyone there that is focused on building a brand just like you and me so definitely go check that out and grab your ticket. All right, guys. So, 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, even when you’re sick you can do this, take action! Have an awesome amazing day! And I’ll see you right back here on the next episode.


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