TAS 592 Ask Scott #185 – How To Choose and Sell Products To Your Audience Without Being an Expert?

Are you fired up and ready to go? Is your ecommerce business operating at peak performance? If you need a little extra push, you’ve come to the right place! It’s time for another session of Ask Scott here on The Amazing Seller. On this episode, you’ll hear from Scott as he shares one of his signature rants, provides a helpful answer to a question from a TAS follower like you, and so much more! Don’t miss a minute of this informative and engaging episode to start your weekend off right!

Crap happens, don’t let it knock you down!

In life and business, you have to be prepared for that inevitable moment when the crap hits the fan. What have you done in moments of crisis in the past that helped you find a way forward? For Scott, it all comes down to staying in the fight and refusing to give up. On this episode, Scott explains a small set back he experienced lately with the podcast that came out of left field. He could have let that moment lead to discouragement and frustration, but he chose to pick himself up and continue on the path forward. To hear the full breakdown of what happened and why Scott is so determined to stay in the fight, make sure to listen to this fascinating episode!

Make sure you plan ahead.

What would happen to your ecommerce business if Amazon decided to lock you out tomorrow? Do you have the means to make adjustments and keep going in an upward direction? If not, it might be time to consider diversifying your channels and your strategy. The last thing you need is to have all of your resources committed to one channel. Heed Scott’s advice and learn how to create alternative methods that you can use if your business needs to make a pivot. Learn more from Scott’s seasoned perspective by listening to this episode of The Amazing Seller!

You don’t have to be an expert.

How do you start creating content that will draw your audience in? What role will you take on as you connect with your audience and invite them into your brand? At the end of the day, you don’t have to be an expert to educate and inform others about what you’ve learned! Think of it this way, if you found a great tool or tip that your friends could use to make their hobby more enjoyable, how would you share it? Try using that same approach to connecting your audience to your brand! To hear more about this critical topic, make sure to listen to this exciting episode of The Amazing Seller!


  • [0:03] Scott’s introduction to this episode of the podcast!
  • [2:00] Scott’s thought of the week, crap happens!
  • [13:20] Question: How do I choose & sell products to my audience?
  • [17:00] Closing thoughts from Scott.


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TAS 592: Ask Scott #185 – How To Choose and Sell Products To Your Audience Without Being an Expert?


[00:00:03] Scott: Well hey, hey what’s up everyone! Welcome back to another episode of The Amazing Seller Podcast. This is episode number 592 and session number 185 of Ask Scott. This is where I…

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…answer your questions here on the podcast and I do it every single week. And I'm going to do it again here today. And I've been answering these over on YouTube as well. So if you're not hanging with me over on YouTube you can find me over at theamazingsellertv.com and you can ask questions over there. You can ask them over at theamazingseller.com/ask. There's a bunch of different ways that you can ask a question.

And we can hang out and you guys know I like to treat these as if we're sitting around a coffee table or a table in general and just having a cup of coffee or tea or whatever your beverage of choice is. And just having this conversation to help you really grow and scale your business. That's really what I want to do here on all of these episodes. So, as long as you keep asking questions, I can show up here and answer some questions. And also, my random thoughts of the week which I've got a good one this week.

It has to do with getting slapped. So today what we're going to be talking about… It's a pretty good question. It's how to choose and sell products to your audience without being an expert. I think that's a big hung up for a lot of people. Especially now that we're talking about building content, and building out our blog in our traffic and all that stuff and it really comes into do you need to be that expert and how do you know what products to pick for those people and all that stuff.

That's what we're going to be talking about. Now, before we do jump in to that question, I did want to again remind you about the show notes. If you want to download the show notes, transcripts and all that good stuff, the links that we mention they can be found at theamazingseller.com/592. So you can go over there and grab that stuff. And like I said, go ahead and leave a question. So here we go. I'm going to jump right into my thoughts of the week here. Going to get right to it. Here it is. Crap happens. You got to roll with it.

[00:02:00] Scott: It's going to happen. It doesn't matter. I think if you look back in your life, you'll probably see where stuff has happened and you're like that sucks and then you need to decide what you want to do with that. It happens. I'm going to give you an example how this recently happened to me and it could have been really bad. It could have like ruined my entire week. It could have ruined the next few months because I could have let it play with me and I didn't let that happen. And I'm going to also ask for a quick favor here in a minute and you can help me with this issue that happened to me.

So we all talk about Amazon and how Amazon makes all these changes and we have to adjust to these changes and all that stuff and this is why I also talk about diversification and why you should be diversifying. Not just on one platform. Does that mean leave Amazon? No it means use it but also be prepared for these slaps as we like to call them. And really the slap thing kind of started when Google years ago was starting to enforce some of these algorithm changes and some of these rules that again, marketers in general are generally ruining marketing or being able to use these platforms and stuff.

Because they're trying to game the system just like Amazon. Once you get on there and you see that oh wow, if I use this long tail keyword and I actually take that URL and I use it when I'm launching my product I can get ranked better. So then everybody starts doing it and then they have the slap happen where now it doesn't work anymore or it's less effective or you can be suspended. Like all of these things. It happens, and that's why I always say like try not to fall into the camp of let's game the system or black hat or even just grey hat strategies.

Be careful because this stuff will happen. So Google they've been doing it for years. They're still doing it. They're always updating terms of service and all these things. And I've actually seen people where this has happened personally. I know people personally in my life that have had businesses that were doing $20,000 a month in AdSense. Now what AdSense is when you have content, when you have a blog, you have a website that's getting traffic, and you put these little ads on there, if someone clicks on it you get paid per click and depending on what that is…

[00:04:14] Scott: It will depend on what you get paid. But there's one individual that I'm thinking of off top of my head, there's a few, was making $20,000. Actually, some months even more. Within one night, one day, one email, gone. All the traffic was gone. Website was gone, de-index gone. So here if you're building your business on that one channel, Google in this case you're out of business. Bad. Same thing with Amazon. Same thing with YouTube. If you have a YouTube channel and you've got 50,000 subscribers that's great.

And I think you should build up your YouTube presence and your channel. But if that is your only source and your only revenue source or just traffic source it's risky because YouTube makes all kinds of adjustments and changes in their terms of service and all the stuff. They also add some really cool features in all these platforms. Well, this happened to me recently. And here's how it happened.

I don't generally go and look and see where the podcast is ranked. I really don't care. I mean, do I want to show up in certain like searches but most people don't find me by going to iTunes and searching for the podcast or for Amazon FBA or e-commerce businesses. Like generally that's not how people are finding the podcast. They're finding it by being on other shows or people telling people about it or sharing an episode or whatever and then they kind of come in.

I've never run an ad up to this point to get people to listen to the show. I may in the future. I don't know. I might play around with that. I'm not saying I will never do it but I haven't had to do it. And we've gotten over 11.5 million downloads now to date in about 3.5 years. Pretty good. I've seen some other shows out there that are, in my eyes they are pretty successful people and they just after like six or seven years hit like five million.

[00:06:03] Scott: And I'm like ooh okay. So I guess we're doing okay. So my point is this. I didn't really go into iTunes to see where I was ranked but for someone I think had said something to me like, ‘I searched for your podcast and I couldn't find it. I went to iTunes to find it, I couldn't find it.' And I'm like, ‘Okay, let me go check see if I can find it.' So I went there and sure enough, couldn't find it. I'm like, that's weird. I'm not showing up in any search. Not even just ranking. You can't find the podcast.

So then I'm like oh my gosh. So I started looking at my numbers and my numbers were still pretty good, but they had dropped a little bit. Just a little. Once you get subscribers it doesn't really matter if rank, you're going to show up as a new episode. So, come to find out, I was de-indexed. So I reached out to my show notes guy. I said, ‘What's going on here? How can this be? Three and a half years full of episodes, over 500 episodes and I've got a lot of history on iTunes and what's going on.' And he said, ‘Well, they recently had an update and basically in your author, in your author box, if it had anything other than your name then it would basically de-index you until you fixed it.'

And they wouldn't tell you. It would just happen. And then there's other things like keyword stuffing. I see people that are brand new podcasts and they're like ranking like number five, above like Tim Ferris and stuff which is getting probably like 100,000 downloads a day. And I'm like okay, you can see they're gaming the system. All the cryptocurrency hype and all that stuff, you start seeing this stuff. And so I'm like something is wrong so I didn't do anything bad but something is wrong. So then that's when my show notes guy said, ‘Let me take a look and make sure that when you set up your feed that you don't have any of these issues.’

So he knew that my description was well written. He knew that I didn't stuff any keywords in, just randomly start stuffing keywords or anything like that.

[00:08:05] Scott: Everything was above board. But he goes, ‘I noticed in your author box it says, Scott Voelker: The Amazing Seller.' That was the name. That's the author we thought at the time and it has been for three and a half years, no problem. So he went ahead and he removed all that and just put in Scott Voelker. And then resubmitted it to iTunes and about two days later they came back and said, ‘Thank you. You're back and you're re-indexed.' Perfect. But I didn't know how long I was down. I think I figured it out about three weeks that it's been down.

And that no one could find me, technically. So now if you go back and you search you can find me but I'm not ranking where I was before. I was always ranking, generally in the first 200, the top 200. In the beginning I was ranking in the top 50 but then obviously when you get people gaming the system and all that stuff and then you start to see that you're dropping in rank. I didn't really care about that. I just care about like people still being able to find me by doing a search. Like if I say, hey just go to iTunes and search The Amazing Seller, you should be able to find me.

Well, they couldn't find me. So we found out about three weeks this has been going on. We got re-indexed, now we're back in good standings. Don't know for how long. Maybe something will happen. But anyway, my point is this, it happens on platforms. It does not matter what platform you are on or what channel you are using whether that's a content channel, whether that's a selling channel, eBay, Etsy, Amazon. Whether that's Google, whether that's YouTube, Instagram, iTunes, it doesn't matter we are on rented land.

That's not our land. So we have to build our own assets and that's why I like building my own email list because what I can do now is I can send an email which I will do and say, ‘Guys, I was de-indexed. This is what happens when you're on a channel, I need you to go in and subscribe if you haven't subscribed and go ahead and give me a thumbs up or whatever you do on iTunes.

[00:10:01] Scott: Like, give me a little love. Like I can let them know to help me out. Kind of like I'm asking you right now. So if you have not subscribed to the channel yet, subscribe for me. That would help me. It would help me kind of get back re-indexed or… I already am re-indexed but it will get me shown a little bit more. Leave a review if you haven't done so already. Share the love with others if you feel again as it's review-worthy, and an honest review. Like anything else I wouldn't you to just give me a five-start just whatever you feel that you want to do.

I'd appreciate that. So, that's what's happened. And now because I still have an email list and I still have subscribers that did subscribe to that, I didn't totally go away but I did get de-indexed. So that's the story. Crap happens. You got to roll with it. So, because I'm asking you for a review, I'm going to actually read one here. I haven't read one of these in a while. I wanted to do this because this really hit me. I was like wow, this is pretty awesome. So, this one here was from Sal Wallah 14. So Sal, thank you.

‘I've been hooked on this podcast for about six months now. The content around tips, advice, mistakes to avoid, how to, et cetera are beyond helpful and have really made a positive impact on what I'm doing. There hasn't been one yet I haven't gotten something out of. For me though, the thing that keeps me waiting for the next episode is Scott and his rants.' Kind of like this. ‘That are full of motivation about selling online but also life in general and dreaming big and doing big things. I like how he keeps it real while still painting the picture of what's possible if you're patient and you put in the work.

I have almost quit so many times but when I listen to one of these and I’m reminded that failure is part of the process and my cup gets filled to keep going the one about understanding your why has been one of the most impactful for me but honestly you can't go wrong with starting from any of these. I would encourage you to start downloading and listening today. [smiley face]'

[00:12:01] Scott: Man, that makes me feel good. And that's the reason why I read all of my reviews. That's why I print a lot of these out and I put them out on my ‘thank you wall'. And I think you guys should do the same. In business we tend to focus on the negative stuff that we get. We don't focus on the positive stuff. I want you to start focusing on the positive stuff because I'm sure that your audience, your market, your customers they are having a good experience with your stuff. Now there's going to be some that aren't going to, there are some reviews that have been left that aren't so good.

They are like, ‘You talk too much. Or get to the point.’ They just want, want, want instead of embracing the entire thing. And that's okay. you let those people go, you focus on the people like this here, like Sal. So, I just want to read that to you because it really hit all the points that I'm so glad that conveyed through listening and that's really want I want to do. And actually the title of it was ‘More than just a podcast, it's about selling online. Five-star.’ Love it. Love it. Like that made my day. Makes my day even just reading it again.

So if you haven't done so, subscribe, leave a review, share some love with others and that would be awesome. I'd so, so appreciate it. So, let's go ahead and dive in to this week’s question. I'll give you my answer, we'll wrap this baby up, and you guys can get on with your day and go out there and take some massive action. What do you say? Let's do this.


[00:13:15] Scott: Jared says, ‘Hey Scott, let me start off by saying that your podcast is by far my favorite from all the FBA podcasts out there. So thank you so much for that. It's down to earth and actionable info, big fan.' Thank you so much. ‘I'm very new to the Amazon e-commerce selling space but I'm trying to soak up as much knowledge as I can before starting. I would say I'm constantly getting stage fright.' I think we've all had stage fright from jumping into a product. ‘What I learned from you is building an audience, media presence before getting a product and selling it.’

Now, that's not necessary 100% true. What I said was, if I can build up an audience, then you can sell products a lot easier down the line and you can actually let the audience tell you what products you could be selling. That's kind of what I said. So here is the question. There's a few different questions here and I'm going to try to wrap them all into one. My question is, how do you pick a product if you start by having a media presence, basically a social media following or whether that's an audience that you've built, whether that's YouTube, whether that's Instagram, that's kind of what they’re talking about here.

How do you become an expert on that product?'

Now, let me just time out there. We're not necessarily going to have a product and we'd have to be an expert on that product. We could be someone that is just experimenting in this market. Maybe we are an avid bass fisherman and we're testing out new techniques and new strategies to go out and catch more bass fish every single week and I'm kind of reporting back to you on my findings. So it doesn't make me an expert. I might be a little bit further along than someone else just starting but it doesn't make me an expert.

You don't have to be an expert when you are starting or when you are showing people that you might have developed. This is just a product that actually helped you with maybe catching more bass because it was getting hang up in the weeds and you created a lure that allows you to not get hung up in the weeds.

[00:15:17] Scott: Something like that. Now, do you have to be passionate or remotely into that product or market? Yes, I think that you should be. Now, do you have to, have to? No. But to me if you’re going to be building out any type of content, if you're going to be having a blog, if you're going to be having a YouTube channel it's going to get old if you're going to be talking about something that's not that interesting to you. Now, if you’re not interested in it I'd recommend finding someone that is and having them either partner with your or maybe you pay them on a commission basis or whatever.

Work out some type of a deal. But it will be a lot easier if you are interested in something. So this way here you can continue to keep reporting and keep talking about this market that you're interested in. And the last part of this question was, I'm really interested in knowing this because there's a category that I want to get involved in. It's actually beauty which I'm not an expert in and I want to know if I should still go into this market. Well, here's the deal. If you are experimenting, if you’re learning yourself about skin care, and about like the different chemicals that are added that are harmful but you're going to create an organic version, that would be fine.

As long as you have an interest in it. If you're just going into that market because there's a lot of money in that market there's people that do that and there's some people that are successful doing that. But generally they find a face to the brand or someone that is promoting the brand that is an influencer in that brand as well. So just some things to think about

All right, so there you have it. There's my thoughts and my advice for Jarod and anyone else out there that's listening that's wondering how to go ahead and launch products to an audience that you built and how to do it without being an expert. Because you don't really have to be an expert to go out there and promote these products and really launch products.

[00:17:15] Scott: It helps that you might have some knowledge or some expertise but it's not necessary. You don't have to have to have it. So hopefully you guys enjoyed that. Now, here's what I want you to do, I want you to again subscribe, leave a review to the podcast. I'd really appreciate that after this whole de-indexing thing. I can't even say it there, that hurts. And then I wanted to remind you guys about the show notes as well theamazingselller.com/592. And then the other thing is if you have a question that you want me to answer on an upcoming Ask Scott session, all you need to do is head over to theamazingseller.com/ask. And you can do it over there.

All right guys. So that's it, that's going to wrap it up. As always, remember as always, I'm here for you, I believe in you and I'm rooting for you. But you have to, you have to… Come on say it with me, say it loud, say it proud, we’re going to say it together today, “Take action.” Have an awesome, amazing day and I’ll see you right back here on the next episode.


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