Learn how to make your Amazon product listings better by adding the right hypnotic words to your listings to persuade and influence customers to buy. Being in alignment with all your words, photos, videos, and bullet points will help your Amazon products convert.
Amazon Product Listing – How Do You Optimize Your Product Listings On Amazon
What does your Amazon product listings look like?
What would make your Amazon product listings better?
Do I need a copywriter for my Amazon product listings?
Writing your Amazon product listing can be hard, if you are struggling to find the right words to connect your product with your customers. Hiring an expert copywriter can make all the difference in your Amazon product listings.
Kris Gramlich and Dustin Kane talk with Diane Elizabeth Boerstler. She has generated $8 billion for small businesses by leveraging the power of words, creative finance, and profitable exit strategies.
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– Hello everyone. And welcome to Episode 116 of Two Amazon Sellers and a Microphone, brought to you by Sellozo. Today, Kris and I are very, very excited about our guest, ’cause this is a super unique and exciting topic that we cannot wait to dig into, on with us is Diane Boerstler from amazonsalesguru.com and she is a hypnotic Amazon copywriter. We can’t wait to learn all about it. Diane, how are you?
– [Diane] I’m doing amazing, how are you guys?
– We are great, we cannot wait to talk about this. We were talking before, we were talking before how excited we are about this. ‘Cause this is a spot where when we create listings, a lot of us just have somebody else do it and it looks good and we go on and that’s it. But we don’t put the time into it. So this is interesting, this is gonna be good to hear.
– Yeah, this sounds very next level, so I can’t wait to dig into it, but before we do Diane, for all the people that are listening, that don’t know you, give us a little bit about your background, how you got into this very unique space that you’re in.
– [Diane] Oh my gosh, okay, so my background originally was a combination, I was in sales and then I was also a cross categorical special education teacher and so there’s a lot of psychology that goes to that. And you have to pay attention to people’s subconscious cues and things like that and so when my daughter was born four months early in, oh my God, I’m gonna date myself back in 2008. I decided to kind of start pairing those together and seeing what I could do. And I fell in love with writing hypnotic Amazon copy. I got my masters trainer certification in conversational hypnosis and NLP. And then I fell in love with it when I started helping, I was just writing sales copy, right. And there was this one gentleman named Will and he said, “Okay, I have a big goal for you my wife’s having a baby in three months and I wanna bring her home and my heart just melted. And I was like, “Okay, great, so what are we doing?” He was like, “Were selling on Amazon.” I’m like, “What are we doing?” And I think this was back in like 2011, or something like that, 2011, 2012. And so we were not only able, I was not only able to bring him home, by writing high-converting copy and like using all of my crazy hypnosis skills in his listing and on his images, but I was able to bring his wife home and then bring him home and they now have, five kids I wanna say? I mean we’ve just kind of all stuck together and I don’t even know if they’re selling. I think they’ve moved on to other ventures that are more spirituality-based, but like that was kinda my first big markers. I realized I’ve always had this passion for helping families and especially helping families who are stuck in that, like we wanna say nine to five, but really it’s like six to eight where you’re just going non-stop, right, as a parent and you’re just trying to catch your breath and spend some actual quality time with your kids and be able to pay your bills and all of that. So that’s what really got me started in this, on the Amazon site, because I saw it as a pathway where people could really just, like they could, it was relatively easy to figure out and they could leverage it. And if they knew even a little bit about business, they could fill in the gaps and I could fill in the sales side of that, so that’s what got me going and I’m still going.
– Yeah, well, you’re spot on about anyone being able to get started in this business. You’re talking to two of them that did that, back in, we starting about 2014, but I’m curious, so where did hypnosis come in to the mix? Were you doing that previously? Was that something that you’ve studied a lot.
– [Diane] I studied it a lot. I’m master certified in it and so one of the things, so I was one of these really weird kids, right? So I started my first business when I was six years old and I used to like, go run the neighbor’s yards and offer to pick up rocks for 5 cents a piece, we were dirt poor, I’m the oldest of seven kids, my parents are great now, but we were so poor, like not enough food poor. And so I was always looking for ways to get jobs. And one day I saw the presidential election, all these are these debates and I became obsessed with it. Like, “Well, they could’ve said this better, they could’ve said that better.” And I was eight years old. Right, I was driving my mom up the wall. And so I went to the public library and I started looking at things like, “How do people become president? What is persuasion?” What is like, back then hypnosis was like this off to the side, nobody talked about it, it was like witchcraft kind of thing, right? No offense to witchcraft, lovely, But like, it was a thing, it was very taboo and so I would bring these books home from the library. My mom would get really mad, but I was obsessed with learning how to be persuasive. And then that turned into becoming obsessed with learning, why some people are successful and some people are not and how that all ties into mindset, which is how I got into the conversational hypnosis and NLP side of things, neuro-linguistic program, right. And when I first launched my copy business, it’s actually still legally NLP HypnoCopy, because I wanted to be able to leverage what I learned in neuro-linguistic programming and hypnosis to drop that subconscious barrier and provide that energy that people need, to actually buy the best products, not just by any product, but by the best products, where they feel safe, right. So that’s kind of how that all got started and then I’ve added different things to that. And I think now our whole team, I wanna say it’s like 26 people and so they’ve all had to go through it and it’s been quite the journey to get to where we are, but we really do continue to look for new ways to be persuasive and not just like the, everybody’s always coming up with a new system, right. We’re not really systemized, it’s more and this is kind of what I wanted to share today. One of the things we’ve realized is I have this crazy free training, right? I think it’s like 16 videos long and some people really get it and some people really struggle with it. And I was doing this mindset training this last weekend, like I spent a whole weekend doing mindset training, which I absolutely love, right, with Jessica Carver, I believe is her name. And she is just one of the most inspirational women I’ve ever met. And she’s very much like you have the power to do anything and you can make this work and you just have to shift your identity, right. And so suddenly I realized that a lot of what people are struggling is that the copy, it’s not just that you have the skills and the assets and the knowledge, it’s that you have to get into the super flow state for the copy flow through you and what you’re putting out there on, like the words you’re putting out there are meant not just to trigger emotions, they’re meant to trigger energy, right? So the desire to buy is actually more of an energy than it is an emotion. And so when we’re sitting there writing and we’re really thinking about it, we get into super flow. And that’s why so many people struggle with this is because they’re thinking so hard with their left brain and about the logical side. Like, I really need to make sure this is perfect and what words are gonna convert. And of course we use that too, but a lot of it is like really tapping into that mental state of like, “Okay, where’s my creative side, what do I need to tap into that? Do I need to go dance? Do I need to go cook something, just taking the pressure off of being perfect with this and then getting into that state. And then everything else you’ve learned will kind of flow into that, right. So the copy flows through, not just that you’re writing things down based on what you did in the training.
– So you can really read people then, like if you have a conversation with somebody, I think that’s amazing by the way, like getting people, understanding what they’re thinking and it’s like sales, you’re trying to get them to go where you want them to go, without them really knowing that you’re getting them there.
– [Diane] Yeah, with helping people, it’s helping people like if you’re really think about, think about the goodness, right? Like all the goodness that your product delivers to a person, whether it’s something that you would think is obvious goodness like a supplement, where it helps them with joint pain, or whether or not it’s something like somebody needs a wine rack, because they’re feeling bad about their small space. They haven’t hit their goals yet to buy that beautiful home that they want, but this would make all the difference in terms of their lives. And we really think about every single product from that standpoint, right. Where it’s like, “Okay, what kind of goodness is this delivering? How is this gonna shift their life to a better level? Everything from that wine rack, down to weed whacker string for someone who’s embarrassed about their lawn. And I mean, it’s just, we really do come from that, super flow, super passion level when we’re doing this and I think that where a lot of Amazon sellers struggle is they’re not really excited about their products, right. They don’t see how these products can change lives and I understand that it’s like, “Well, it’s one of 8,000 products that someone can buy that delivers the same result.” Okay, understandable, but yours is gonna deliver the right result to the right person and not only that, but if you do a really great job at sourcing something like for supplements that’s clean, right. Or sourcing something that stands up behind like bare labor rights or things like that, that really is making a huge difference. And so I like to pour more energy into those products where people are trying to do well, by doing good, as opposed to just trying to sell something. And there’s nothing wrong with money. I love money, I think I love money. Like I have the healthiest relationship with money out of anybody I know, ’cause the more you make, the more you can give to others, right. The more you can do for the world. But seriously, I think that’s where a lot of people get stuck is they’re just not excited about their product and what it can do for people. They’re not connected to it and so they have to get really connected to that.
– This is such a different approach than anybody would teach or does. I mean, I can tell you when I write listings, I’m so focused on making sure I have like all the right keywords in there, which keywords am I trying to rank for? And I-
– [Diane] We do that, too!
– [Diane] I’ll tell you how.
– But, I’m probably missing the flow, But, I actually like what you’re talking about is if you just get yourself into the right mindset to just write about the product, you already know all that stuff, you’ve been researching the product for a month, you know all-
– [Diane] Exactly!
– Yeah and so if you just, that’s an interesting approach. And then do you take that through the entire listing? Is that everything, like the title, the bullet points, the description, A+ content, infographics-
– [Diane] Images, yep. Yeah, it all has to be in alignment, right? So everything has to be in alignment and that’s actually a marketing term more than it is, like I’m a very spiritual person, but that’s like alignment for me means both the spiritual energy side of things and also the marketing side of things. So if you send traffic to a listing, to where you have one energy in the title and bullet points and a completely different energy in your images and graphics, and it’s completely different energy in your A+ content. It’s just like a sales page, it’s not gonna convert very well, right? Because the energy that’s gonna track one large group of people is gonna repel others, right? So if you start getting super serious in your, and I’ve seen people do this so many times, they have this playful, fun and this is just one brand energy, one brand voice, right? There’s this playful, fun energy in their bullet points. And they’re a little bit in their title and they brought on their main and auxiliary stock, right. But then they go, you go to their A+ content. It’s all like super serious, but it’s like this, and you can still talk about studies, but you’ve completely changed your voice and your energy and you can’t do that, or you’re out of alignment, right. So you really need to be in alignment about why you’re selling the product, what good it does for people in their lives and then also like make sure that your copy is in alignment so it has that same energy throughout.
– Let’s start from scratch. Let’s start from scratch. Dustin and I got a product that we wanna launch and the traditional way is now use this tool, somewhat get the keywords that you wanna go after, put them in on a readable title and make sure you add some more keywords to the bullet points, but as far as flow and energy, we don’t even think about that stuff. So what would you do? What would you do to start out?
– [Diane] Okay, so first we always pull keywords. So keywords are important obviously, but when I’m going through and I’m writing something, instead of actually looking at the keywords, right? First of all, I don’t write the title, I’ll write the title, but the title is gonna be a hundred percent different than what I start with, right. It’s gonna be a hundred percent different. So I’ll write the title with a keyword that it’s supposed to have in it, right. And it’s like, okay, here’s the dry, like piece of toast with no juicy butter on it kind of title, right. That’s not what the client’s gonna get, but I hope to God, the client never sees that, that is absolutely scary, so I’ll do that and then I go through and I write the bullet points, right? When I’m writing the bullet points, I don’t pay attention to the keywords at all. What I do is I naturally feel where a keyword could fit in, right? Let’s say that it’s wine rack, okay. I just type in the word keyword in brackets, keyword, keyword, keyword, keyword and then I go back through and strategically place my keywords where they’re gonna rank, right? So you can, I’m never gonna see you can’t do something. For most human beings, unless they’ve done a lot of cross brain integration optimization. It’s really challenging to come from the right brain where it’s creative and the left brain at the same time, right. Your left brain can feed into your right brain in terms of the data becoming the creative copy. But in terms of trying to stop and think of which keyword do I use here, which keyword do I use here, you are killing your flow, right? So go and put in brackets and say keyword, or just put in the word keyword and go through and strategically replace it. That way, at least, you’re getting all the keywords and you’re supposed to anyway, you’re writing the highest converting copy possible, and then go back and change your title and power it up, right. You still have the keywords in your title, but you wanna power it up after you’re really excited and in the flow for your listing because the title is the first thing you see, right. And your images, right? You do image copy about that time too. And then I’ll go after I’ve taken everything out of like, I’ve done the title and the bullet points, which I’m gonna go back and change again, it’s just who I am. I’m a power up kind of person, right I’m always powering things up until I feel like I, there’s like this feeling you get where it’s like, “Okay, this is perfect. This is gonna convert. I know this is exactly what we need to do. This the right energy, it’s the right flow. Right alignment, everything’s perfect, right. People are gonna feel this when they read it, right. They’re gonna feel the energy. They’re gonna feel the right emotions. And then I’ll go onto the A+ EBC content and the funny thing is that whenever I do that, I always find at least two or three things that I write in the A+ section that I can use to make the bullet points better. So it’s kind of cyclical, it’s not like A+B=C, right. You kind of go back and forth and back and forth and back and forth until you really feel so amazing about it and the thing about Amazon sellers is still like a lot of people feel amazing about it. Send it to a friend who would actually buy your product, the most critical friend that you have, okay. After you’ve done this, because a lot of times we’re speaking to ourselves and making ourselves feel good about our product, which is important, but what’s even more important is that the person who is your target demographic, your psychographic, they’re gonna feel good about the product and they’re gonna feel the energy and they’re gonna wanna buy it, right?
– It seems like a whole practice, like it’s gonna be hard for like myself and Dustin to get excited about an automotive product, ’cause that’s not the niche we’re in. But, like each category is gonna be different energy, right?
– [Diane] Yeah. Although you can, just on that note, you can anchor excitement, right? So find some things to get really excited about and look up anchoring, like NLP anchoring, and anchor that, and you can actually transfer any emotion, feeling, or energy from one part of your life to anything else. So what I do is sometimes I’ll get products that I’m like, “Oh dear God, are you serious? Another? Okay and I’ve got to get excited and I have these anchor points that on my body where it’s like, okay, what do I, what kind of excitement do you need to feel right now, energetically, to get to this state where I’m like, I’m really excited about making sure that the right people get this product and buy this product and that it really changes their life, transforms them. However you wanna say it so you can-
– I think that’s talented, I think that’s pretty talented, to be able to get your mind shift into that area so you can just get behind it and transfer all that energy into that listing. That’s pretty talented.
– [Diane] It takes practice. It does take practice, it really does. But if someone’s really passionate about it, I mean, that’s why people like me exist, ’cause some people are just like, “I don’t wanna, I would rather be out,” like I live on a lake, right? People be like “I would..” I was talking to someone yesterday, “I was on Amazon, but I’d rather be out, you know, on my ski-doo.” And I was like, “Okay, great, so, you know you can outsource all of that, right? Like there are people available to do a hundred percent of this.” You don’t have to learn a single thing about selling on Amazon. You can just have a business in a box, basically at this point in time. There’s so many people that are that good, or that good at it. And they’re like, “So wait, I can make money and I can go ride my ski-doo. I’m like, “Well, the whole way to stay in flow is to do the things you enjoy the most.” So if you don’t like getting into the flow state of excitement, if writing words about automotive parts doesn’t excite you, hand it off to somebody who does, ’cause you’re just gonna shoot yourself in the foot. If you start from that mindset of like, “God, I really hate this.” Don’t do anything you hate, seriously, like if you don’t wanna do it, there’s a million other things you’d rather be doing that can make you money, like do that instead, focus on those areas of your business and take the things you don’t like to do off your plate. That’s kind of entrepreneurship, I think it was like 201, or something, you know? Yeah, now you’re making the money and now you get to look at like, “What do I really hate about this business? How have I put myself in a cage in a trap at a job and calling it an entrepreneur, look at that and then maybe try to behave. You guys seem really happy about selling on Amazon, but you would be shocked at the number of people who come to me and I’m like, “I will buy your business because you are clearly so unhappy about selling on Amazon. You know what I mean? Like I will find you somebody to buy your business, whatever works, but oh my goodness. You need to go have a life and be happy somewhere and you, Hey, I can just tell if their emails, like their energy comes through. It’s just like, I really hate this. But I said, I was gonna do this. And so now I’m gonna do this and I’m gonna make this work. And I’m like, that is the exact opposite energy of where you wanna come from, you know what I mean? Like if you don’t feel positive about it, don’t do it. There’s a million ways to make money, go, do you know what I mean? Sell your Amazon business to somebody else. Hand it over to somebody who can scale it for you, sell it to somebody else, like a bunch of money and go open your ski-doo shop on the lake, you know, your ski-doo shop, you know what I mean?
– Oh, everything you’re saying is so spot on, it’s all mindset. I mean, if you’re negative about something, it’s just never gonna be fun. But I love what you talked about-
– It won’t!
– Is tapping into the energy of what makes you happy and you can bring that into what you’re doing, or what you’re writing. That’s fascinating, I’d love to expand, because you keep bringing up NLP and you said, neuro-loo, what is it, what does that mean? And explain it a little bit.
– [Diane] Neuro-linguistic programming, right? So our brains, up until about 20 years ago, we believe that our brains were set in stone, right? You learn until a certain age and then you couldn’t learn as quickly anymore. There’s still some of these myths floating around, right? But our brains are very pliable, they’re very malleable. And so you can actually, and they actually control our entire body and this might sound really voo doo to some people, but that’s your thing, this is my thing, right? So you can actually go into your brain and shift around subconscious beliefs, different patterns, different meta programs and this is all under NLP and there’s lots of other, it’s not just NLP. There’s lots of other different modalities you can look at, you can shift this around, so that, for example, like you become naturally the person who’s really good at writing sales copy and understanding how to speak to people’s hearts and then confirmed the logical side with their minds, right? You can shift your brain into doing that and one of the ways of doing that is changing the anchors within your brain. So if you were, let’s say you had, my English teachers hated me, because everything for me is persuasive. They hated me. They still, like, I’ll go back to school. Sometimes my school is like an hour and a half from here and they’ll still be like, “Hey.” And I’m like, “Hey, how’s it going?” And they’re like, you suck at writing. I’m like, “Actually I’m amazing at it. But you’re really good at prose and I’m really good at persuasion.” And they absolutely hated that. So I had this deep-seated belief that I was awful at writing, right. So I would never share my writing with anybody. And suddenly people started asking me to write articles. And so I was writing articles and they’re very persuasive and people were paying me to do this, this is like 12 years now, right. They were paying me to do this. And I was like, “Okay, wait a minute, so now I need to learn how to shift into this.” I am the kind of woman or I’m the kind of man who was amazing at crafting high-converting sales copy. I’m the kind of woman or man, who is amazing at speaking to someone’s heart. I am the kind of, or whatever you, however you identify and that’s a big thing right now. However you identify, I’m the kind of person who was amazing at doing this. And there’s a lot of different techniques and tactics you can use to shift your identity, your beliefs, looking at capabilities, right? So what you feel you’re capable of and what you feel you’re not capable of, you can shift that. And then of course you can shift your environment. Now where are most people get it wrong is they go to their environment, first. They’re like, “Well, if I get a cup of coffee and I sit down,” which this does help, if you can already write well and your anchored to do this, right, this can be your flow process. But a lot of people think, “Well, this writer says, you go get a cup of coffee and you sit down and you just start writing whatever comes to your mind for a lot of people, that just doesn’t work, right. That’s not the creative side, that’s not gonna help them. Right, so for me, it’s like, okay, I have to get up. And if I’m not in the flow state, I have to find something else creative, but I don’t feel judged on, like dancing, or cooking something amazing, right. And then shift over to that. But it kind of works from both sides. So you have to take the action and you also have to do the subconscious reprogramming, so you can’t just subconsciously reprogram and then not take the action. And you can’t just take the action and be battling your subconscious 90% of the time, or you’re not, you’ll get somewhere, but it’s gonna be painful and you’re gonna hate it. So do you know, get into a state of something you love, if you wanna give it a shot.
– I want to talk a little bit about the images, ’cause that’s where a lot of people will skip out on. They just don’t put the time into getting good images, but that’s like the second most places people look at, what are your strategies? What are your strategies on images?
– So first of all, we just launched a whole, like, I’ve been, I don’t know if you know this, but I’ve been testing. I went through 27 different graphic design teams in the last four months, and spent $30,000 to bring two people in house, two teams in house that are absolutely amazing, right? So that’s how important images are. There are $30,000 of twenty-five wasted people and about 300 hours of wasted time, important on my end. And I am all about conversion, so images are incredibly important. Now, in terms of what kind of images you use in a series, it really just depends on the product. And I hate it when people, I know people hate it when I say that, but it really just depends on the product. There are some key things you always wanna have in there. So you wanna have not 10 images that show the transformation, not seven images that show the transformation. You wanna have a few images that show the transformation, if possible. Sorry, my credit card alert thing just went off. Okay, zero balance, yeah zero balance, I got paid! Okay, so you wanna have, if you have reviews, that’s great. You wanna have at least one image that has reviews on it with some kind of guarantee seal on it. You wanna have a comparison chart for the people who are trying to will feel emotionally pulled in, but are kind of emotionally stunted and they need to logically justify it. So if you have a comparison chart that really helped. On supplements, don’t put the back of the bottle as your second image, right, you want people to be looking through your images to find that, especially on mobile, where 48% of sales start, you wanna sell them, before he let him see what’s in your product, okay. It’s like sell them first. So put that down below. I’m really big on videos right now, those are important. Let’s see here. A lot of like the genie powerful, punchy, shorts, specific, spicy, almost sensual copy on images. Okay, I’ve seen people who have like a gallon of texts, Which I can right a gallon of texts, and I’m actually better at that than I am at being like, I have to be really good about being powerful and punchy. Okay, so powerful, punchy, specific, sensual, spicy on those, like what words, what two or three or four words are gonna get straight to the heart of the matter when you’re selling that product, right. That’s what goes on your images. If you need to write a bunch of words, put it at the bottom of your image in like a little box because people always read below, they always read below an image. They don’t always read, they’ll read the headline, then what’s below, just like read the first and last bullet point, right. Which is why you do the superiority summary for your first bullet point and your knock them off the fence, make sure they feel safe and that they’re capable for your last bullet point like again, guaranteed, okay. So, I mean it just, but in terms of images, it just depends on the product. I see a lot of people who are like, “Look, I have seven different angles of my product. This is so cool.” And if it’s a fashion item, that’s not socks. If it’s a fashion item that makes total sense, right? If you have a designer purse or you have a purse that you believe looks designer, you wanna have multiple pictures and you wanna have use pictures in there. But a lot of people fail to use the images to logically justify why someone’s gonna, why someone should make that purchase. Think about it like if you had to go, let’s say that you had to tell your wife, right. Well, let’s say you go spend, oh my gosh, $500 on a gym set or whatever, like on new weights, okay. You have to go logically justify that to somebody you’re like, wait, I got these ones because of X, Y, and Z, you need the logical on there as well as the emotional to pull that particular person. So you’re really selling more than one person, right?
– Hmm, that’s an interesting concept right there to think about definitely selling them to more than one person. Yeah and I never really thought of it that way.
– [Diane] You’re selling the “not having an argument later.” Right, so, I dunno, it’s been a long time since I was married though, but you meet couples like you’re selling this thing where, you go buy something and of course everybody has like their internal limit of what feels safe, when you talk about positioning and benefits and like what they’ll buy based on how your product is positioned and how they feel about it. But then they forget that their spouse or their partner was not there, right. Same thing with businesses, they forget their business partner was not there at that moment. And so they’re all excited. And then their spouse is like, “I’m sorry, you did what?” So, one of better things to do is try to imagine the worst possible scenario. Who’s gonna be ticked off at them when they buy this product for this price, especially on the premium products and who is not behind them and what do we need to tell them, so they can tell that person to get that person behind them.
– And are you doing anything differently in the A+ and the EBC? Like what’s the strategy between the main photos and the EBC, what’s separate, how do you separate that out?
– [Diane] So a lot of our main photos lately have actually been kind of micro miniaturized of the A+ EBC, especially when it comes to a product that has a lot of different features, right? So we do a lot in the supplement industry. We do a lot in the health industry. So last week I wrapped up a, oh my goodness, what was it? It was like a finger SpO2 sensor, right? Another one was a blood pressure wrist cuff, things like that. And so our main image, our big, huge image and EBC that’s really been making a difference, are A+ everybody goes back and forth, has been an all-the-features image, right. So usually I use a five to six block strategy for A+. And so I’ll have the, the brand logo type banner at the top. And it has, we always have a background on that. And then the copy on it has to be about the superiority of, what’s the one big reason, or two big reasons why this person would buy this product instead of any other, right, it’s about superior positioning, right. And then you can, or not, put down a description, it depends on the product and then after that, we’ll have an all-the-features image, right. Which has like lines or arrows that go out to different little pieces of copy that kind of pinpoint like, and talk about the benefits, the features and the transformation, okay. Below that, generally I have something that focuses in on like, again, the superiority, but more explained. So for example, the wrist cuff was something or no, the finger sensor was something that went up to 100% SpO2 and it was medical grade, even though it wasn’t FDA approved, it was created under FDA and CE guidelines, right. So we more explained like the technological side of it. So anytime you can make something seem more high tech, but easier for the person to use at the same time, that’s a good joiner in someone’s subconscious mind, right. So we talk about a little more of the technical side of it. And then, a lot of times down below that is just what else, the last one is always reserved for, the last couple are reserved for what else do they need to know? Is this gonna be something that’s gonna make them feel good about their family, that they are gonna do with their family? We just worked on a wooden train set like that, which is really cool. It’s like when you can paint, right. I totally wanna get one. There was another one who worked on, it was more about family, bringing family together, like connecting and bonding with your kid, which as a mom of five, I know that’s relatively hard to do with the age span I have, right. It’s really crazy, so it’s like, Okay, who are these people’s children? What age are they? And how do we just show that they’re connecting? And what is the outcome they’re gonna experience from this? So one of my clients has a combustion kit, right? So it’s like a science combustion kit for kids age 8+, they sent it to my house, I had no idea, my kids were gonna go that nuts. They wouldn’t even eat dinner, but it wasn’t that they wanted to bond with me. They all bonded together and so I went back and I was like, “Okay, let’s kind of reconsider this”. Like, are you having sibling rivalry issues? Because these kids just wanna get together and blow some stuff up, right. So this was like the way to frame this, okay. Sometimes we go, if it’s something that has a lot of bonuses and maybe I shouldn’t call it bonuses, but some people call them bonuses, or a lot of add ons to the product. We’ll use the three or four boxes at the very bottom and talk about those. So people understand, they get the full picture. A lot of times we’ll have an image that shows everything included. And if there’s one main product with only like a few things that you really need that other people aren’t including, we’ll put that in a box in the top right-hand corner. A lot of it is about doing this for 10 plus years and knowing what works. So it’s, we’re constantly testing and testing and testing and saying, okay what’s working, what’s not. Five years ago, it was really funny. I was talking to one of my clients, they sell Asian skincare, right. And five years ago, everybody wanted to see polished, perfect-looking skin. These women were definitely wearing makeup and this is what was selling. And now what’s selling is bare skin, very glowy, flaws shown, the real natural woman, what she looks like, before she’s airbrushed, right. And so it’s funny, we’ve been kind of been testing these things as we go along heavy makeup right now, that’s one thing people should probably know heavy makeup, unless your demographic is 22 and under is not selling. It’s just not, like we split test like crazy and anybody wearing heavy makeup. I don’t know if it’s because people just don’t wanna wear makeup, because it’s so blasted hot outside, I don’t know. But this is, I really think it’s a lot about like the positive body movement and things like that. Also using realistic models, we tested that and that’s working a lot better and that doesn’t mean that in a fitness thing that you use somebody who isn’t fit, it means you use somebody who has a more normal body type, but doesn’t look like they walked off the runway in France, you know what I mean? And you show things like, a mom chasing your kids, because the number one reason women want to get fit is not just to look good with fewer clothes on, it’s that they wanna have the energy. They wanna be able to run after their kids and not feel like they’re totally lame and waste their kids’ childhoods in front of devices. There’s that guilt factor. People don’t feel guilty about not looking how they want, they feel self-conscious, but if you can get into someone’s and this is kind of awful, but if you can layer out a little bit of mom guilt or dad guilt, you will watch your conversions go through the roof, right. It’s just a simple fact because they’re like, “Oh my God, I’m a horrible,” I don’t even think about that, but it’s kind of, I kind of did in the back of my mind, but now it’s like, people are noticing, they know, they need to know that I’m not doing what I’m supposed to be doing with my kids. They see me sitting there eating a hot dog on the sidelines at the football game instead of out there, coaching and clapping and cheering. And you know, so again.
– Go ahead Kris, I know you wanna ask something good.
– Well, we’ve been talking a lot about on page features. Is there anything that you do on the back end? Is there any areas on the back end that you focus on at all?
– [Diane] Oh my gosh, well, Amazon likes to change that on us a lot. So we kind of started using more, so for example, you guys know what the new backend methods are compared to six months ago, right? So we’ve kind of started referring people over to to ask questions about backend, because for example, okay. I had one client last week, who still had subject matter in their backend and I had another client who had 10 bullet points, okay.
– It’s pretty inconsistent.
– [Diane] It’s inconsistent at best and what we’re focused on is the conversion side of things. And keyword ranking is great, especially with these new buyer intent keywords, we’ve been working with buyer intent keywords that we call them competitive buyer analysis keywords for like five years, okay. We knew this, we call it the Amazon cycle of love, okay. So we already knew all about that, so for us, it wasn’t really a big shift, except for now people are actually providing the data. We don’t have to go through a hand pick psychologically, which is what we’ve been doing for five years, is hand selecting keywords psychologically, okay. Which is really nice because now it’s like, okay, great, a little bit more freedom on the copy side. A little more freedom on the keyword side. But in terms of the backend, I mean, my biggest thing is like the follow one to two, maybe three podcasts a week for the top Amazon sellers and the people actually know what they’re doing in the field and in the market and they’ll tell you usually what to watch out for and that’s what I do, right. And I’ll say, “Okay, last week I heard that we no longer have subject matters. So what’s the deal with your backend?” Well, AWI has not updated it yet. Okay, great. So just so you know, we’re gonna do this now, but it’s not gonna be effective in like a couple of months, right. So let’s focus on what really matters. Not, I’m not telling you guys to, but I’m telling clients like what matters is conversion? Amazon loves you when you make them money. Okay, Amazon is a big, giant search engine that loves to eat money, that’s what they love is money. Jeff Bezos is going to space, he loves money so much. He’s probably going to make some more money. I’m just guessing, right. So I would focus on the conversion side and then go, and you might have to break down each section in your backend and say, “Okay, well, I still have these backend keywords, so I’m gonna use them for now, knowing that I’m gonna have to shift my strategy in three months.” Amazon businesses, just like any other business you are constantly gonna have to pivot and shift your strategy as they make new rules, right. Until you’re big enough that you get to tell them how to make the rule. And I have some clients who are big enough that they go to Amazon. They’re like, “I’m gonna change my title and you’re gonna unlock it now, because I have like seven attorneys. And this is what my sales copywriter said. I don’t care if it doesn’t follow the brand guidelines this is what’s gonna convert, you wanna make money, right?” And they’re like, “Yeah.” “Okay, great, so update my title.” So it just, I feel it’s harder for the newer people starting out in terms of clout. But once you’ve been selling on Amazon for a while, it’s a lot easier to kind of get them to more look at it from your perspective, I guess, and update things where they’re supposed to.
– So I’ll try to see if I can get this right. Just like the overarching of what you’re doing. And when you’re creating the copy throughout the whole listing, is you’re getting into the mindset of a specific buyer or whatever energy you feel towards the product and that energy when you start writing it, when you’re in that flow will really resonate with a certain segment of this product buyers, not all of them, like you said, you’re gonna resonate to the people that are in the same flow that you’re in, when you’re writing it. So your conversion there will be sky high, because you’re talking directly to them, am I right there?
– [Diane] That is correct and other people fall into that funnel. So other people will feel a little bit of the excitement and still decide it’s the best product from a logical standpoint, I think it’s like 20%. And so you’ll still have other people fall in just because you speak to one person and get one person excited. It doesn’t mean other people don’t get excited. That’s just our methodology in terms of, writing copy is. And the other part is like, copy as a therapist, right? So you want your copy to make them feel like they are understood, they’re safe, they’re capable is a huge one. Like you know them, you understand what they’re going through, right. So we kind of think of copy, also as the Amazon copy is like, if you had a sales page and you remember those long form sales pages, they still have them, they still convert like crazy. And a lot of it has to do with people feeling understood with a story, right? There’s like the open-nested loop. Like I was where you are now. And I tried all these things and they sucked and failed. And you know that I went and did research and I discovered this other thing. And now I’ve tried it and I’ve worked at all the kinks and this works even if, right and we’re doing that. Even if you’re like knocking out their cape, okay, well, even if you are really bad at using a fork, this plate will still be awesome in your kitchen. I mean, that’s a totally lame example, but you get the point, right? People’s biggest fear is their own incapability for a product to work. It’s not that, it’s not necessarily, that they’re afraid the product’s gonna fail them. They’re afraid they’re gonna fail with the product.
– Oh yeah, it’s interesting. you bring up that long form. I get sucked into those every single time.
– [Diane] I love those!
– I scroll through Facebook,
– [Diane] I write those for still.
– I’ll scroll through Facebook and there’ll be some ad and it’ll expand and it goes forever and then I read the whole thing! I can’t believe I just read that whole thing.
– [Diane] Yeah, there’s like an AI copy guy there’s like AI out there right now, writing sales copy and that’s, I was actually talking to the team a little while ago. I was like this is kind of what it’s missing, is it’s missing this emotional pull. This robot doesn’t, even though it’s analyzed like 80 billion bits or whatever, like it’s not understanding this emotional side, because what it’s analyzing are there sales pages that could be complete and total crud, right. As opposed to going to like, if you wanna understand your person, go read the forums when they’re like crying so hard, because they’re so miserable, that they’re like ugly crying, okay. You wanna find, read the forums, read the Facebook groups, read people’s complaints, like get into their mindset of I’m really struggling with this, right? Like I’ve tried everything, I don’t know what to do. Where my living room is so small and I freaking hate it. And I need something that when guests come over I feel proud of this, like, what do I do? People are like, get a wine rack, get a carpet, get it, you know what I mean? I’m not kidding, go and read that stuff if you, And there are some people who are just, I’m, people say I’m very empathic, which is kind of funny to me, because I was looking at that word and laugh, because I’m like, you mean empathetic? And they’re like, no, you can literally read people’s emotions. Which in a way is very true, but anybody can read somebody’s emotions. You just have to be able to go and be willing to listen to them and kind of feel it, you know what I mean? So come from their struggle point and then be that excited friend, who’s sitting next to them in the bar and says, “Hey, you know what? Like, yeah, I totally get it. I was there too and here’s what I used and here’s why I love it.” And even if you’re super stuck, make a list of all, write down things I love about this product, right? I love this, I love that it has this, I love that it does this. I love this, I love this, I love this. That is your sales copy right there. Without the “I love” you can use, some things we use love in a lot of dog, cat listings, and like, obviously like dating books and things like that. Use the word love a lot, just like, if you get stuck, start writing that, what are all the things you personally love about that product, right? Why would you bother to start? And there are people who really are just looking at the profit side of things and that’s fine. That’s why they hire people like me, because they’re like, I want you to make people love this product, but I could care less, because my profit margin needs be 36%. Awesome and so we can take that and say, “Well, if your ad spends this and your conversions are this and this and this and this and this, this is how you get 36%, okay. This is who we’re gonna aim for. Okay, great, this is how we’re gonna position the product. We can take it from that direction too, but there’s gotta be something that got you excited about, if you ordered, God, I have the survival knife, right, in my purse, like this massive multi-tool, like 17 things come out of it. When I ordered that, I got really excited about ordering, right. And I was thinking like, “Well, I wonder what the person got excited about when were actually sourcing it.” Because obviously it was not handmade in the United States, it came from China or somewhere, right. So try to get excited about it and if you can’t get excited about it and you can’t, talk to your kid, if you have kids, your kids can get excited about anything. I mean, they’re so good at being like, “Oh my gosh, it’s just so cool. We’re going to Disneyland. And then they’ll be like, and there was an ice cream cone, oh my God! Ice cream, very simple thing, Disneyland, very exciting. They can anchor those very quickly. Kids can get you in that spirit pretty quickly.
– You have something on your sites here, I think it’s really cool. And I’ll talk about it and you can go more into it, it’s your 10X revenue guarantee.
– Oh yeah, 10X revenue guarantee, that’s really not that hard to beat considering what we charge. I mean, if you’re not doing that on Amazon, after hiring a copywriter, who’s a high-converting copywriter, you got a problem, right. Because the things that speak to people and make them buy your product are the words and the images and the words and the images, right. So if I couldn’t guarantee it, why would I bother to do it? I’m one of those people, like, I’m not gonna put my time and energy into something that I don’t believe like with total faith is gonna have an awesome outcome. So there have been times probably once or twice a year, I wanna say, where someone will send me a product and it’s just not something I wanna touch, okay. So if it’s an unclean product, right. So if it’s loaded with this like health disruptors, and it’s a supplement, they’re like, “Oh, it’ll be fine ’cause this actually, even though it has disruptors in it, the thing that we’re giving them fixes it, I’m like, “Well, that sounds like the food industry and Coca-Cola paying to back somebody to say, it’s not sugar, that’s bad, fat’s bad, right. I heard fat’s not bad, just so we’re on the same page. Fat’s not bad, sugar, sugars not good for you. But I mean, that’s kind of how that feels, right? So the 10 X guarantee stands there for people who are like, “Hey, I’m not sure if I wanna make this investment,” okay, well, what would you, let’s say you invest in, I think my, my biggest package is like $1,600 or something, and that’s including my whole graphics team, the images, the A+ content images, unlimited edits, title, bullet points, keyword research, positioning, hypnotic anchors, all that fun stuff, right. So if someone comes to me and says, I didn’t make $16,000 back in the next six months, like that means that I did a really crappy job, right. You should be able to make $16,000 on Amazon in six months, otherwise and there are minor exceptions, right. And I’ll talk about those in a second, but otherwise, why are you selling on Amazon? Like you can go pick up a side gig typing for, you know what I mean? Like on Fiverr for $16,000 in six months, then you won’t pay anything, right if you’re looking for a side gig, so there are some things where it does get a little bit tricky with the 10X guarantee, right? So sometimes I end up doing like a second listing for somebody. And I think this probably happens once every two to three years. The reason for that is because they got, they have like this passion product, right. And they really wanna sell it, but there’s only a market of like a thousand people a year for that product. That’s not gonna work clearly, right. Obviously, I mean, and it’s like, but they didn’t source it. These are more like, “I made homemade wooden…” my friend, Todd, I love him to pieces, he makes homemade wooden tables and dressers and things like that and they’re beautiful. But when it came to me and he’s like, “I wanna sell on Amazon and I want you on my listing. I was like, “Nope, I’m not touching that, you need to be on Etsy, buddy.” And that does happen too, where people come to me and say, I wanna sell an Amazon and I’m like, “No, you don’t, you do not fit within this category,” there’s too much competition, Sales Funnel, time for Sales Funnel, you need a Sales Funnel, buddy, or you need like, a Shopify site or a Big E site, or something like that, or Ebay’s looking pretty friendly for you right now. I try to go with my clients and lead in the right direction as well, not just write sales copy, and then pass them off and be like, “Have a good life!” So, ’cause I feel like there’s a lot more that goes into it when you’re writing sales copy than just a sales copy. You have to understand some, but you have to understand business, first of all, right, you have to be mature enough to have been through some serious stuff in your life to understand the pain that other people go through when they’re trying to solve a problem, so there’s like a maturity to it, but then there’s also what, after working with, I think, 8,000 sellers now total, it’s 8,000 clients, right? Yeah, 8000 clients, ’cause I have another part of the business where we’re coming to the services side and like law of attraction coaching and things like that for people, right. Mindset coaching, obviously, all that fun stuff. I write that copy. So the what, sorry, I’m trying to remember, circle back where I was. So, you learn a lot along the way, right. And I’ve also taken a million programs, like I have a background in finance. And so I understand that someone needs money, how to get him money, I understand how to buy a business, with no money out of pocket. I have all my certifications from, like three different major marketing companies in terms of advertising, in terms of Facebook and Instagram and YouTube and all that different stuff, right. And I stay up to date on that because of what goes into your business. Making sales is about a lot more than just words that convert. There’s a whole lot that goes into that, right. And if you don’t know how to pull one lever and make the water flow and make the marble move, right? All you’re doing, you’re writing words to people. You need to understand the whole process, where they’re coming from, where they’re going, what their goals are. There are a lot of companies they’re like, I call them, they’re spot companies and they’re brand companies, right? So people building a brand right? The way you would write copy and the way you’d work with a company, that’s building a brand with multiple products that all solve similar problems, are all in one particular niche, right? It’s very different than the way you work with a person who’s selling it like seven different categories and just wants to make money, okay. So, and there’s different strategies to grow those, the person who is in seven different categories and doesn’t have a brand is really trying to just maximize their profit, right. They wanna do the least amount of work possible for the most amount of profit, the person who’s building a brand is like, “Okay, within seven years, if I give everything I’ve got for the greatest good of all involved, this or something better, I believe that we are gonna be a household name, right. Not just that we’re in all of the stores that people, when they think of this product, in this outcome, they’re gonna think of our company. So it’s just very different the way to go about helping those people grow. We do a lot of business.
– And you hit on it, like the listing is like your house. It’s like, it’s your office. Or we talked about it here, it’s like you’ve got to have your listing all set up or no one’s going to buy. So your fee and your work that you’re putting behind it. I mean, you can’t invest $1,600 in something and that’s gonna be there for life, you’re probably in the wrong business.
– [Diane] Yeah, my favorite quote from the last year was like, if you don’t have the money, welcome to the first lesson of entrepreneurship, Figure It Out. I don’t tell clients that. But it is up on my Facebook page, right? Just kind of a thing like, “Okay, you know what? It’s not my job.” That’s why I have that free training program on YouTube is for the people who are like, they’re really seriously bootstrapping it. Like they are in the depths of despair. Anybody can go to the library and access YouTube, okay. So you can go to YouTube, take notes, write your listing. If you’re like on a serious than tight budget, there are ways around it. But the question is, do you have the tenacity to go and follow through all of that? And then you come back and hire somebody who can actually power it up with the things that they can’t even share in a video, like how you get in that flow state, right. So it takes practice, right? So, and again, I didn’t mean to be flippant by saying that, but that is the first lesson of entrepreneurship. Like I went, my first business was picking up rocks so people could mow their lawns.ight. Nothing is below me, nothing is above me. Like, if it’s what it’s gonna take to get there, it’s what it’s gonna take to get there and you just do it, right? There’s no excuses. You can have excuses or you can have, or what was it you can have. I actually wrote this, it’s not excuses, you can have reasons or you can have results. Like a reason, it’s just an excuse, right? You can either have reasons or results. So if you can’t afford to hire somebody to do this, go to the free trainings on YouTube, take notes, write your listing, put it up, test it, see how well it works for you. Look at your editors, tweak things, read about positioning, like the library is still free in the, I don’t know, if you guys, in the US, libraries are still free all over the US, right?
– Oh yeah.
– [Diane] So, I mean, there’s nothing stopping you besides how you spend your time, So, if you choose to spend your time, and no sweat off my back, if you wanna spend your time eight hours a night, binge-watching TV. That’s great. But then you can’t turn around and say, “Okay, well I tried,” you didn’t try, you watch TV for eight hours a night. And you could’ve been watching consuming videos about how to grow your business for eight hours a night. It’s the same thing, you’re still staring at a screen. Just take notes and then implement it, right. Sorry, I feel like I’m going off on this weird-
– No, this is great. I love conversations like this. And you brought up the law of attraction and I’d love to get you back on and let in down the road again, just to talk about that. I mean, that mindset-
– That’s my favorite topic!
– I love it. I’m a big, I don’t know, I don’t wanna say believer or whatever you wanna say, but the law of attraction is real and it puts your mindset in the right place and things happen. So like you’re talking about that’s where that tenacity comes from. If you can get in that mindset, anything’s possible. So I’d love, well, that’s a whole nother, we could talk like nine hours on that-
– [Diane] Totally could!
– because I get super-
– [Diane] Can I mention one thing, like one serious thing I downloaded from the Universe this week about that? Okay, so in terms of that, right, so you’re talking about action, okay. So people will go through the training and they’ll take action and be like, “Okay, took action.” Okay, there’s a difference between action and inspired action, right? So if you’re the kind of person who is into the law of attraction, you know that you need to take inspired action. That doesn’t mean sitting there and making yourself do it. That means thinking in your brain, like, okay, for me sometimes if I can’t seem to hone in on a listing, like I said, I’ll get up and dance. My inspired action is to turn a specific song, right. And then to go and make something to eat for like whoever is here. And then all of a sudden, it just clicks, right? So go do something that you feel like is an inspired action to do, bring a notepad with you and start jotting down things as they come out, right. So that’s a huge part of that. Like that whole inspired action piece is like getting into that flow state with the law of attraction. Like you’re being sent inspired action. If you think, okay, I have to do this now. And I was very regimented with my schedule and it was bleeding my soul dry, and I was dying on the inside, I could not do it anymore. I tried that whole like, get up at this time and do this and this and this and this and this these times. I’m just not that person, I’m like a very flowy, creative entrepreneurs type person. So like try that, people when they feel stuck next time, like that is where your inspired action can come through. That’s where the words can come through, maybe that is your flow state, your body’s telling you, I really need a paleo scramble right now, like that sounds delicious and you already know how to make one. And so it’s not something you have to think about, you just automatically do it and it feels good and it’s creative, so go do that. And then keep a note pad there, start jotting things down. Almost every hypnotic anchor I’ve ever created was literally channeled through the flow, doing something completely ridiculous, right. That I was not putting down writing sales copy. I was literally doing something completely different. Like I think one of the better ones that had, like, I was making ice cream for my kids, I just felt like making ice cream for my kids. And so I went and made like coconut ice cream for the kids. And this, all of a sudden this, I had had this huge block and it just like flowed out and I was like trying to keep an ice cream maker from exploding, because I stopped paying attention to it while I’m jotting down these notes, right. And these hypnotic anchors and like, “Okay, this is the positioning, this is amazing, this is awesome. So, yeah, so, I mean, we can definitely talk about law of attraction on another one, but I mean, I can go into that. I have a whole nother, that’s like my major passion besides helping families grow their businesses, so I can talk about that forever.
– Well, we can tell you’re passionate about it and it’s exciting and we would love, and we’d love to do it. Talk about that too, because it’s a huge interest of mine. And I fall in and out of it, that’s all the time.
– [Diane] Everybody does.
– I’m like good at it for sometimes, and then not get up other times. But so anybody who’s listening to this right now and I mean, they’ve gotta be fascinated. Well, I’ll just say something real quick. Kris and I are working on a project right now where we’re launching a product live on Amazon. We’re doing all kind of like a documentary, the whole process. But this changed my mindset, because we have had so much fun with this product, we’re like kids again. And all the kids in my neighborhood are, and when we get to the point where about now, we’re writing the listing, everything that you’ve said, I think it reinforces how we should write the listing. ‘Cause we probably would have been, we probably would have been way too analytical, if we hadn’t had this conversation. And if we can just express the amount of pure joy we’re having with this thing, it would, I think it’ll-
– [Diane] It’ll skyrocket.
– Could be, so-
– [Diane] And get the kids involved, definitely get the kids involved, be like, what do you guys love about this? And say, “Okay, tell me what things you love about…” I do this with my kids when I’m looking at a product like, okay, clearly, like there was a, I am not a big, squishies, squishies, I think is what they were, right. Like little this client, sent me these squishy things that are trendy and I’m looking at this and I’m like, “This just looks like another thing that would come into my house, that I would never, ever wanna see again, it’s gonna end up in the garbage, more pollution, oh my gosh, poor sea lions!” And my daughter comes around the corner and she’s just like, “Oh my God, it’s a squishy!” And she’s 12, okay, so the pitch, I can’t even hit the pitch she hits, but her level of excitement helped me to get into that level of excitement and people just in case you don’t know, 12 year olds have debit cards now.
– Mm hmm.
– That’s scary.
– My 11 year old has one, my eight year old has one and they all know how to shop on Amazon. They all have their own Amazon, yeah. So if you have a kid’s product, sell it to kids, get them excited about it, you know what I mean? Like if it’s a higher price adult type, like if it’s a family product, sell to the adults, but I am not below selling a squishy to a 12 year old teenage girl, who’s gonna shriek so loud your ears pop, that’s, what it’s made for, their parents might hate it, but at least they didn’t have to pay for it, right.
– I agree, I see it with my kids. I get on my Amazon account and I’m like, what, there’s five things in the shopping cart. I’m like, “What are these?”
– [Diane] My son, oh my God! My 11 year old has an Amazon wishlist that has $25,000 worth of items on it and that is his vision board. And every time he wants to go and make money, he goes and adds things and looks at things, removes things. And he comes to me like, “Mom, what can I do for extra money?” He has gone around he and my daughter. I didn’t, I’m slightly embarrassed they did this, but he and my daughter and my younger son went around and picked flowers out of our yard and sold them to the neighbors. They went in like offered to mow lawns, like they’ve been knocking on doors and I had one of the neighbors text me, like, “Do you guys need money?” I’m like, “No, we never,” I can’t remember the last time I needed money, I think I was like 16, right. And I’m like, “What’s going on?” She’s like, “Well, your kids are going around selling services…” And they come back, I’m like, “Okay guys, you got to talk to me about this. We got to make sure what we’re doing is above board.” And they’re like, “Okay, yeah, so we said we’re gonna pick up all these sticks.” I’m like, “What’d you charge?” And they’re like $2, I’m like, “You gotta charge more, what is wrong with you.” This is a commodity, nobody wants to go out. It’s gonna be 105 where I’m at today, which is a record, breaking record in Bellevue, Washington. I’m gonna be at the lake right after this, sitting there with my laptop working. ‘Cause it is way too hot, right? Nobody wants to go out, that is a serious pain point. I live in a golf community and so you have to keep your yard like a certain way, right? I don’t a hundred percent, but other people are kind of obsessed. They’re afraid of the security coming around and like telling them, knocking on their door and saying, “You have sticks in your yard, there’s residue, they call it residue.” So I’m like, “Remind them about security and residue and then charge them $10 to pick up all the sticks in their yards. You guys are gonna go broke, walking around, charging $2 to pick up sticks in their yards,” make it hurt a little, you’re giving up your childhood here.
– So good, that’s so good. Hit the pain point of the people that garbage picked up.
– [Diane] Right? They need those sticks picked up, it’s embarrassing, if security shows up, not for me ’cause I have five kids, I already know they’re gonna show up. They normally leave their bathing suit bottom in the front yard at eight o’clock at night, it’s gonna happen, they’re gonna be like, “Di?” I’m like, “Yeah”, there’s the, can you get the,” “Yeah, okay, we’re on it, sorry!”
– That’s so true. You get a little bit more laid back when you have kids. ‘Cause it’s-
– [Diane] Way! Way more laid back!
– Yeah, yeah, for sure.
– [Diane] You can’t control that beautiful energy.
– No you can’t, but well, for anyone listening right now that would love to get in touch with you. Would love to work with you. Tell them where they need to go and how they can get in touch with you.
– [Diane] amazonsalesguru.com.
– [Diane] Is a good one and there’s a help desk there. And that goes straight to my team. And then if there’s something they can answer, they’ll answer it for you. If it’s something that’s more strategic, I answer all strategy questions. So my team consists of people who each have like a broken down piece of it, like a broken piece of a job. None of them handle strategy, consulting, or the actual sales copy side of it. That’s all me, right? So you have a question about packages, they can answer it. If you have a question about, you know, “Okay, I’m stuck here, can I send you my listing? And like, I don’t know what to do.” And we tried these 10 different things already and I can take a look and tell you what to do. That’s pretty, most of the time, sometimes we have to test things, sometimes it’s like, “Well, if you’ve already done all that,” and then I find that a lot of times they didn’t quite execute a hundred percent of all of it. They just kind of tamper, but yeah. amazonsalesguru.com is the best way to get ahold of me or firstname.lastname@example.org if you need to speak to me directly, everybody in my house has signed, and all my team, has signed an NCNDA, so there’s no competition. None of us sell on Amazon for that exact reason. So I used to sale on Amazon and stopped doing it because of that, because I felt like I was competing with my clients, it didn’t work. So I know how to sell on Amazon, but I would rather write the listing. I like that part better, I don’t like logistics. Shipping makes me cry.
– Oh, it’d really make you cry right now!
– Yeah no kidding!
– It is four thousand dollars for, oh my God. For like a carton. You guys! We need to start pooling all our resources together and sourcing from like Mexico, Canada. You know, DDK is who I wanna say Microsoft and Apple use in most of their products there. They use DDK. I wanna say coolers or chips or something like that. They’re in Mexico, why aren’t we sourcing from Mexico? They’re not gonna charge us $4,000 to ship. Like let’s just do this.
– Oh shit!
– I’m on board with that!
– [Diane] Pool our resources, get another country on board.
– Let’s get it started, right now, I love it.
– Well, I encourage everyone who’s listening. If you’re looking for help with your listings or if this just sounds fascinating, which it was fascinating to us and you’re looking to upgrade your listings. Definitely, definitely go to amazonsalesguru.com. Get in touch with Diane and Diane we’re gonna have you on again. We’re gonna talk about the whole mindset. I love it.
– [Diane] That sounds like so much fun!
– Oh, I can’t wait, we’ll do it. But Diane, thanks so much for coming on and thanks everyone for tuning in today. If you love content like this, make sure you’re subscribing to the podcast. We’re on every podcast platform out there. So go to your favorite one, find Two Amazon Sellers and a Microphone and subscribe to it. You can also follow us on Sellozos YouTube channel and Sellozos Facebook page, where we go live almost every day with the podcast episodes. We’d love for you to be there as well, to see all this great content, meet great people like Diane, with super cool stories and tons of energy. We loved it, Diane. Thanks for every one listening-
– [Diane] Thank you, guys!
– See you!
– Thank you!
– [Diane] You made it fun!
– Bye bye.
– [Diane] Bye!