Kris Gramlich and Dustin Kane talk with Norman Farrar about different ecommerce marketing strategies that you can use to sell your Amazon products.
Best Ecommerce Marketing Strategies To Use To Sell More Products
Ever heard of Press Releases? How do you get started using Press Releases? What should you include in your Press Release?
We talk about Influencer Marketing and how to get influencers to sell your products.
Do you think product images and product packaging makes a difference when it comes to selling products?
What is Google My Business? How do you use it to sell more products? Can I add my products to Google My Business?
Entrepreneur and businessman Norman “The Beard Guy” Farrar stands at the forefront of the economic mega-machine known as Amazon Marketplace. As a leading expert with over 25 years of product sourcing, development, and branding expertise, Norm is a trusted advisor to many.
Throughout his career, he has worked with brands including Mercedes, COKE, Dell, Microsoft, Target, Hershey, 20th Century Fox, Molson’s, Cadbury and a wide variety of emerging businesses that are celebrating sudden escalation in profitability and sales as a result of taking action on his advice and proven methods.
Find out more:
Ecommerce Website: Private Label Legion
Norman Farrar: Youtube
Norman Farrar: Facebook
Podcast – Hosted by the Beard Guy: The Amazon FBA & Ecommerce Podcast
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– Hello everyone, and welcome to episode 118 of Two Amazon sellers and a Microphone brought to you by Sellozo. Today Kris and I could not be more excited with our guest Norm Farrar. Norm, how are you doing?
– I’m doing great, thanks.
– We were just chatting before we went live here. It’s just, you get your hands in a lot of things. This is exciting. We’ve got so much fun talking about all this stuff today.
– Yeah, I can’t wait. I just like talking shop,
– So don’t wait.
– If you’ve been in the Amazon business, if you’ve been in the Amazon space and you don’t know who Norm Farrar is, then you haven’t been paying attention because this guy’s everywhere.
– Yes, this guy’s everywhere. You are…
– You know it really isn’t me. I just get people to wear the beard and… I sit back.
– It’s so good. It’s so distinctive. I mean, it’s the beard guy. It’s unbelievable, everyone knows you and game of course, what your content is amazing. And we are gonna talk, our topic today, we’ll be talking about some Off Amazon marketing strategies, but before we even talk about that, we want to talk about you. Give us a background on Norm. How you got started in this space and what you’re up to right now.
– Oh, well, okay, Reader’s Digest. Back in the 90s, 95 ish, had a promotions company. The promotions company, this is kind of cool cause this kind of ties into what I’m doing now, but completely vertically integrated. Okay, so we believe that if you had the screening company you had the embroidery company, if you owned the courier company, it was all… you were in control. Well, one of the companies that we were working with, fortune five company wanted a website. I had no idea what a website. I had no idea about the internet. I took on the job and I actually paid their own technicians to build the site for me. But then afterwards, everybody got to know me, and I was doing e-com. I ended up… my family business is always been in manufacturing. My dad approached me and he said, look, I saw what you were doing in China with some importing we were doing with the promo company. You want to do something together? Okay, so my brother and my father and I went off to Taiwan, we opened up two factories there, did some really cool things. They’ve been sold already, came back, have some fulfillment centers and got into specially packaging. And then we decided to open up another factory in China. And so that’s still going, that’s actually going quite well. It’s kind of unfortunate, but it was into the wipes, right? So everybody is jumped in this year. We were doing it a few years ago, but, anyways, 2014, same as you guys ended up going to Amazon. And that’s where I found out that’s my perfect storm. Everything kind of came together and then I’m just leading into right now is, you know, you could be an Amazon seller, but again, if you’re vertically integrated, well, why don’t you take care of the branding, the packaging, everything that goes along with it, the sourcing and logistics, the communications company, and public relations company over to the chat bot agency. So it’s everything that you need from, you know, building up, creating a logo to selling your business.
– Yeah, well I could bet this is next level. You’re not just throwing stuff on Amazon to sell it, you’re taking it to the next level. You’re creating a brand around it. You’re doing marketing to those audiences. You’re promoting new products, you’re really going and you’re creating a brand and you’re trying to make something that you can eventually sell off or pass out.
– There’s a lot of people that don’t care about brand. They don’t think there’s any importance, you know, in doing it and that’s fine maybe for their products. But I think if you’re going to have a really great exit, I wanna build a wide brand. I’ll tell you, and that’s something that’s really come about recently and pied in the last, like two or three years, is this, just the concept of exiting. I mean, when we started, I talked about this a lot, when Kris and I started, we were starting as a side hustle. We weren’t thinking about… you don’t, you know, thinking in 2014, oh, I can build a big brand and have this big exit, but that’s what’s happening. And that’s reshifting a lot of people’s just the way they’re running their business, how they’re trying to create these brands now. And it’s fascinating. And what’s interesting about your story is when you were in e-commerce and you were in like you said, you had those factories overseas way before this became a standard model. Like the FBA model. Like I would say that, hey, you know, around 2014. So you came in from a different angle, you came in from that manufacturing side.
– Yeah, that to give you a lot of different perspective than the typical seller, I would imagine who’s starting out.
– Even the little tips, like being able to do kitting and assembly, not in one area, but being able to do like home kitting and assembly in Taiwan while we could do the same thing overseas also, you know, where to get packaging, what type of packaging, what to expect in China and then little things, not little but taxes. Okay, so you know, and tariffs, all right. And this happened, like I sell soap, like it was one of my products and I got dinged for this. And I thought I knew sourcing and I relied on a broker at the time and the broker, you know, said, oh, okay, it’ll be a 17% duty. Okay, I went along with it, no problems with natural soap. Well, I found out if I changed it to soap, which is exactly what it is, it was zero. So I saved 17%.
– Oh man.
– And that’s nothing compared to the numbers right now that we’re seeing, you know, with the Trump tariffs and stuff. Like if you can save the Trump tariff and I’m not talking about lying, I’m talking about taking a specific product, recategorizing into what it is, saving the Trump tariff and saving the actual HTS code. It’s crazy.
– Yeah, and that’s a whole that I feel like, especially me when I was jumped into this back in the day, that was the part that I was most nervous about was the whole logistics part. You know, you’re trusting this, you know, send a whole big shipment across the ocean and you don’t know what’s, you know, and then you could get, like you said, you could get dinged, you could get dinged the wrong way. You could classify improperly and pay more tax, more tariffs than you thought. There’s just so much involved in coming at it from that side. I mean, that was a nice advantage starting is to understand all of that for sure. And then you just, you ran with it, it sounds like you just kept vertical integration going.
– Yeah, that was a, I love that. I love building, I love vertical integration and I like systemization. If you don’t have systemization, scalability, automation, you can’t really grow a hyper-growth business. So those all three things have to be there to do that. So that’s one thing we did right off the bat is we started writing down every single, I mean, literally how to make a cup of coffee. I mean, there’s a process for everything.
– Yeah, systemization is huge. I’m clearly guilty of not doing enough of that. I’m sorry. It’s interesting what you bring up, but let’s talk about now because, you do a lot in the Off Amazon Marketing Space. And that’s what we like to focus on this conversation today is mostly about that. For someone who’s starting as an Amazon seller, how important do you think it is to focus on not just Amazon PPC, but other Amazon marketing tactics?
– Oh, you gotta do. You really do have to, even if you want to Amazon saying, look at, build a community, we want a brand. We want you to build a brand. We want you to build a community. We’ve got all these new things that we’re gonna provide to you, your customer engagement, posts, live, your store now, you know, drive people, get them to follow you. And you’re gonna benefit from that, then you’ve got to take a look at, I mean, I remember, Mike McClary from ASM way back in the day used to say, do Facebook offers, you know, do a try. I think he called it a blitz, blitz traffic or traffic blitz. And you got to hit it from all angles. So like for us, when we wanna launch something, we do a pre-launch. We wanna get, you know, people interested in our product even before the products out there. So all this external traffic, press releases, content marketing we give you, don’t have a website, get a website, put a blog on, drive your traffic over there. You know, we’ll talk a bit more about Google my business, but there’s so many things that you can do to drive external traffic that will really help you out. And when you do, like, when you start to do this, what you’ll see is that you’ll get extra sales, like go to Google shopping, go to places with influencers. You had Paul Baron and the other, you know, a little while ago. He talks about influencers, work with them. This is a complete traffic blitz. And I had a John Hefter from Thras.io on my show the other day. And he was talking about if you’re not in the red and you’re doing something wrong, you know, you have to be in the red to really succeed with your product, to get it out there, to get it known, to get the brand known. So if you’re hesitating on that, there’s a right place and a wrong place to put your money, you know, and, you know, saving your money and doing your own iPhone photos is not the place to do it. Marketing, you know, I hire experts all the time. If I’m not an expert in it, why am I playing with it? So it’s really important, you know, for external traffic, if you’re not great at it…
– Get somebody to do it.
– Absolutely. It might cost you. Look, it might cost you a few bucks, right. But at the end of the day, if you can drive double or triple, quadruple the traffic, it pays off.
– I think that’s where a lot of people get stuck because they’re like, I don’t know if I can do $100 or $500 for this. Cause I don’t know what my return is, so they don’t do it. Yeah.
– And they just, they leave it and they figured out that they’ll do it on their own. And then what ends up happening is you never ended up doing it. You just forget about it and you move on and it’s just left in the back somewhere. But if you would’ve just took it that risk and say, okay, I’m gonna go 500. I’m gonna test it out. If it works, I’ll invest more, but you don’t know unless you really get into that. And I’m guilty of that. I mean, there’s times, I don’t sign up for a program or I decide not to do something and maybe looking back, I probably should’ve. Cause it maybe could have helped accelerate the brand a little bit more.
– Go ahead, Dustin.
– Yeah, so touch on your we’ll go down these one by one. So different types of off Amazon marketing. One is press releases. This is something that I probably should be doing, but I’m not doing press releases. Explain just what they are and your systems for doing press releases.
– All right, so the first thing, you probably hear the word PR and people will get that mixed up with public relations and press releases. Public relations might be an event, press releases would be the distribution like the content distributed or syndicated to make people aware of the event. Two different things. So, a press release if it’s done properly. If you have a high quality press release and you optimize it properly, first of all, you’ll get ranking on Google. So wouldn’t it be nice if somebody typed in your keyword and you’re actually on Google for something in your own words about your product, about how great, you know, these bullies sticks are for elderly dogs. Okay, great. You know, and when people look at the press release, they’ll not only see it now again, if you’re going for crappy press releases, free press releases with a distribution point in small town, you know, dot com, you’re gonna get what you pay for. You can go out and seek out really good media outlets, but it’s a ton of work, but if you find a good press release, either it’s called the social media press release, and all that is, it will go out to influencers, bloggers, journalists, media outlets. And it’s gonna have some sort of social sharing there. They’re usually around 100 to 300 bucks. The next up, more of a traditional press release, 750, $1,500. We’ll get you big bang for your buck. That’s like if we’re doing a product launch, we’ll use that. And then we’ll not only go out to all these media outlets, very high ranking high authority sites, but it’s also gonna go out to the periodicals, it’ll go into niche markets. So it usually, and it’s fantastic. So you’ll see, like you’re pushed out. I’ll give you an example. You will not believe it. You guys will love this. We have a agency come to us that does a DSP. Okay DSP, Amazon DSP advertising, and did a press release that hire press release, knocked Amazon out of first place.
– For DSP advertise, I am not kidding and advertising on Amazon knocked them out first and one keyword down to third in another keyword, and second on another keyword.
– a call from Amazon?
– What’s that?
– Guess who gets a call from Amazon?
– Oh my God.
– Who are you? What are you doing? And stop it.
– One press release, one. It was a higher end press release. And then you can follow that up with some really, well, I don’t know if you know, Shane Oglow, he’s my partner at prREACH, but he’s come up with this thing where it amplifies content it’s called brand builder. And you can take that and you can actually make it even further, like give you more ranking. So I was, and to see how powerful this is too, if you’re constantly doing press releases for different keywords, you’re gonna constantly fill up the Google ranking. So I was on a podcast. I think it was Helium 10 elite, day before I went on, I did a press release and I wanted to show them what a social media press release can do. So one day later, it’s all there it’s posted. I said, okay, here’s my keyword. And the first page, amazon.com, no chewy, amazon.com, amazon.ca a bunch of other stuff. All the videos, the images, everything on page one was my product. The next page, the next page was, everything except the one spot. But there were press releases there from 2016. So yeah, so what we have is a bit of a traffic blitz because how we filled it up is we use press releases and influencer. So Amazon gets like we drove the link back just a raw link back to our listing. And what ended up happening is we started with, like, we were working with a bunch of influencers, the influencers wrote content about the product. So that was showing. So we dominated not just by our listing, but people writing content about it.
– And that’s evergreen content?
– It’s evergreen, yeah. And the press releases last for a long time. Now get this, like when the press release went out there, we have a system where you can track all your keywords. And it’s very hard to track the actual press release because it goes out to 400 plus media outlets. There’s no way to pixel it, but, and it’s really not made for traffic, but it’s made for links. Anyways, what ended up happening is I said, all right, here’s, I’m gonna put the title in. We did a title search and we ended up with, what was it? 200 and almost 280 placements in Google in 24 hours. Okay, some of them were horrible, horrible, horrible keyword phrases, but some were really good, like bully stick launch. I don’t know if you guys know bully sticks, very competitive, Amazon bully sticks. And we were ranking for page one with 170 somewhat and number one position, 131, overnight.
– That’s crazy.
– And even you can go further, if you geo-targeted. So if you did your title properly, right. And you went in Orchard Park, okay in Orchard Park, Florida, FL. Now you’re geo-targeting those press releases and you can pretty much dominate that region. So if you take a look at your reports and you see that you’re dominating in Fort Lauderdale or Orchard Park or wherever, you can target to places under 350,000 people, and instantly, instantly just dominate.
– This is
– What are sellers having to give, like for these press releases? Like, if I want to do one, what do I need to provide just the asen or do I need to give an article or what’s the process look like?
– Most press release companies hate when people provide their own articles, because they don’t know how to do it. They don’t know. It’s a different, a lot of people go on to Fiverr, go somewhere and get somebody a really good blog article writer, but they suck at press releases. They don’t know how to write it. So I would recommend that if you’re working with a company that you provide the keywords, you provide your product page, you provide some, like, even the bullet points to allow them to research your product, and then as much content as possible. I’ve seen where Amazon sellers are like, I have no problems telling my brands, doing my brand, come on after me, I love the traffic. So, anyways, the people are afraid to show their contact info and you’re sitting there going, okay, you’re doing a press release, but if people don’t know about you, how do they contact you? You know? So you get an opportunity to put your name, your address, your phone number if you want, email, your site, all of your social media, your YouTube channel, and a specific YouTube video that here’s a tip if you’re doing press releases, write an article beforehand. So that content article writer that you have five ways that, or five reasons why natural bully sticks, provide healthy digestion for elderly dogs, okay? And then you publish this, you create your YouTube video about it, which nothing, like it doesn’t have to be professionally done. You insert it into your blog article. And then when you do your press release, you tie your video link, YouTube video into your press release, and one of the links feeds back over to your article. Now you’re gonna have Amazon love, Google love, and you’ll probably get ranked for both on Google.
– I did not know. This has kind of blown my mind. I did not realize the power of these press releases. And my question is, does this work for any product? I know your example is a fairly competitive product, but if it’s like a commoditized product, does it work or does it work better for something that’s super unique or it needs to be all right market what’s…
– So Dustin.
– How tough do you think it is? How much money do you have to throw at SEO for a product to knock amazon.com out of Amazon like first place position?
– A lot.
– And that’s was like one high-end press release that the PPC agency did. And, you know, they gave us all of their texts and everything to show this case study, to show that it worked. And if you could do it and knock Amazon out of first position, you know, Bob’s plastic shoe stretchers, I think we can do that. Or, you know, press release could do that. So that’s, if it’s done, if you’re publishing it to your, like, you have a press release distribution companies that you can upload your own and send it out, and people will think they’re doing a great it’s like these people that shoot their photos with iPhones, they’re, you know, saving a buck. Now, they’re just, you might as well just keep it in your wallet. If you go to a high quality press release distribution company, and the key is ask the press release distribution company for their distribution report. You want to see who they’re actually distributing the information to. And they could have like their own influencer network, or they might be working with HARO. So HAROs a very help a reporter out. It is just a place where a lot of journalists are pitching and you can monitor it, and you can see if maybe a journalist will pick up something on your product and, you know, you can get them to write about it. That’s a no brainer, it’s free. So there are ways of pitching and going out, finding influencers. Paul probably talked about it, but, you know, press releases, they’re great. Press releases linked to a blog are supercharged. Taking a press release, taking a blog and repurposing it on social media. Now you’re on steroids.
– My wife follows some of these influencers on Instagram, and they’ll be promoting products every now and then. And like, I’ll explain like that seller has no idea that they’re about to get all these sales coming from this influencer and they’re gonna be wondering where the hell these things come from. Cause they’re gonna be studying, you know, 10, 20 units a day. And then this influencer with 400,000 followers shares a product, boom. It goes out of the sky, like, they don’t even realize it’s coming and maybe they do. Maybe they talk to the influencer until the influencer, hey, look, I’ll give you a product for free or give you a couple hundred bucks you do this, but that’s the power of like getting your product out there or promoting your product to an influencer they can just share to their audience. And now you’re getting pretty much organic traffic to your listing, and it’s not, you’re not having to pay for advertising. You’re just giving it away or giving in a discount. Like I even heard of some, like, they’ll contact an influencer and say, hey, look, I’ll give your audience 30% off just to have them use your code and go buy the item, that works too.
– Yeah, no, you can get a lot out of nano and micro influencers. People trust them, but if you go, like that’s a whole marketing strategy in itself, if you go to the higher level and let’s say you’re going more to the macro or to the celebrity type, you know, let’s say, you know, two and a half million plus, you can get a lot of leverage like snow. I don’t know if you know snow brands, but snow went from nothing to, I think they sold for about a hundred million dollars. They have incredible, we haven’t talked about this, but product innovation. So product innovation, the product is incredible, but what did they do? They used influencers. They use Floyd Mayweather. They use grok. I think it was Connor McGregor for their teeth whitening strategy.
– What a trio.
– Yeah, yeah together. And then Joe Martin, over at Boxycharm, he just sold for $500 million. Now, who does he use? Kim Kardashian, he uses, you know, all of these high-end celebrities out. Is this guy afraid to go in the red? No.
– No. He’s looking big picture. He’s looking big picture. Yeah that’s $500 million dollars worth of big picture.
– Yeah seriously. Let’s get into that product innovation and perceived value. What kind of bundle those two together? What are some things, I mean, perceived value, obviously, especially online is kinda hard to do, but if you raise your price up, cause you don’t wanna be the highest sometimes and don’t wanna be the cheapest, but, let’s touch on some of that. So what are some things that for product innovation that sellers can do just to make their product stand out a little bit differently?
– Oh there’s so many things. So first of all, you’ve really got to just do your homework. So, you know, go and check your competitors out. I call it the Brady bunch effect. You guys are too young for that, but Brady, but you know, you surround yourself with your competitors and you send it off to PickFu or UsabilityHub. And you say, what do you think? And if you don’t equal or have better than your top competitors, go back to the drawing board, stop everything, or you’re gonna lose money. So that’s the first step. Then you wanna make sure that you’re checking out other sites. Tim, my partner in private label, he talks about in project X, going over and checking out Etsy, going over and checking out Pinterest and seeing what other people are doing. It might be for the product itself. It might be for packaging. And that’s really important. Get a, like there’s so many times you look at Amazon and you’re not getting the right view. You’re getting an Amazon views. Somebody saw this, they saw it on x-ray. They said, I’m gonna target that because x-ray says it and x-ray is great, you know, but everybody gets the same plastic shoe stretcher. So how do you change that? You know, you can either look at that plastic shoe stretcher, if you really wanna do it. And you know, what are the problems? Oh the spring is breaking, make it a titanium spring. Oh, everyone’s red plastic and they break very easy. Make it wood or make it green or make it a thicker plastic. Diane Bolster.
– Oh my gosh.
– We just have her on by the way.
– Yeah, it was amazing. Hypnotic anchors. Hypnotic anchors.
– It’s amazing.
– Drop a word.
– I love… I mean, she’s great, she’s great. But, you know, you have to take a look at it to make it stand apart. But the other thing is to talk to a manufacturer, and, you know, talk to the manufacturer and say, what can I do? You know, is there any play here to do anything now? Plastic shoe stretcher, okay, instead of having the stupid little ones, make it the full length of the shoe and make it wood. And by the way, I did the research on plastic shoe stretchers and they were doing like 3000 a month when I was doing them, the guy was hooked. He had, I don’t know why he loved plastic shoe stretchers. The best reviews were three and a half stars. That’s out of seven people selling the same plastic shoe stretcher. I told them all, do a wooden, almost like a wooden last. It’s gonna cost you a buck a half more, but they do a hundred thousand dollars in sales. That’s what But he said, no, he stuck with the plastic shoe stretcher. So you can’t just, you know, hang on to something because you love it. Now, forget the product, you got the product, you’ve changed it a little bit. Now you go into the things that will make you the most money is packaging, packaging, and just do it right. And don’t usually go to your manufacturer because manufacturers suck at packaging. They’re manufacturing, like, they’ll do the plastic shoe stretcher. They haven’t the slightest idea on design. And in fact, you can go and check out like any supplement and you go, oh, that manufacturer designed that label, that label, that label, that label because they used the same colors, it’s the same look, it’s the same feel, be different. And so go to a professional to do that. And that’s where it makes a big change. I’ll give you a great case study. I love this case study. So about a year and a half, two years ago, I came up with a knife. The knife was $16. The knife started, well, the client ended up with a $49 sell. So profit margin wasn’t bad, right. But it was in a stupid clamshell, which just, it was just ugly. So we went back to the drawing board, came out with a new design for the package, really looked cool, like a magnetic flap. The knife, the way it was presented, the way it unveiled itself, you know, customer experience through the roof. All right, $49 went 59, 69, 79, 89, 99, 110, 124. So it ranges between 99 and 124, the same $16 knife, okay? And then decided, well, why don’t we take the same knife, repackage it keep the same asen, put it in a $3 case, wooden case, really beautiful, outer package like an iPhone, and now it’s at 224, $16 knife.
– Yeah, it is.
– I can tell you that I would laugh.
– I can tell you the same thing about dead sea mud. You know, same sort of thing happened where everybody’s selling 16 ounces of dead sea mud, you know, and they’re just killing themselves because it’s a commodity now. I said, do a small four ounce premium and sell it for double what the 16 ounce are going for. And it took off.
– That’s incredible. How do you take that? So the packaging, obviously, I mean, for our shop on Amazon, you’ve got to highlight that packaging in your listing. So they see what they’re getting, but what else are you doing to get that perceived value of that product from 49 to 224? I mean, you do design that packaging that’s huge, but you have to showcase it in the right way I’m sure.
– Yeah, if you don’t, the price is dictated by the overall perception. If we spent all that money on packaging and the images sucked, you know, or the title or the bullets or the A-plus content sucked, then it would only be worth $49. But spending, and I hear people say, oh, I got such a great deal, you gotta go to this photographer, they’re $10. Go to that photographer for $10 that does a fairly good job, right? If you’re a product photographer and you’re a real product photographer, they’re gonna make a night and day difference. And they’re not gonna be $10. They’re gonna be a lot more expensive. Matter of fact, like Kevin King, I went to his original, it was called The Illuminati back years ago. And, you know, he was talking about how he spends $2,300 on his listings for typically, I’m pretty darn close to that when I shoot my photos. You know, I’ve got a great photographer that will go in. I got different photographers, but my highest paid photographer is an actual product photographer. They do this for a living. They get their product, they know the lenses, they know the lighting, they know everything that’ll work for that product. They’ll take hours to set up a shoot. And what I get at the end are incredible pictures. I spend money on models. I try not to stick with a stock photo if I can get away from it. Like, I really hate, you know, if you look at a stock photo and you can tell that the soap is five times bigger than the person’s hand, and it was some Fiverr guy just stuck it there.
– And those are the bad editing jobs, those are so funny.
– It’s hilarious. So that’s where you can just scoop sales. So make sure that you’re even the infographics, like you have your product shots, get a good person that can do the infographics. Even in your video, what do you wanna bring out in your video? You don’t have to say anything. You know, it could just be the highlights of your bullet points in there, or the packaging, show the customer experience. And oh, by the way, if you’re not buying your competitor’s product to see how much they suck or how much they, you know, how good they are, how can you compete with something you don’t know about like go to a store, you know?
– It’s crazy how it’s transitioned because when we talked about in the past, the 2013, 14, it was just get a product, don’t put money in packaging, use the cardboard box they gave you and send it off. And that’s it like get kids stuck turning the burden. And now it’s more of like a story, like design the packaging, invest in the listing, do the right research, give a perceived value, you know, do more product research, create a brand. It’s no longer, let’s just throw a bunch of stuff off the wall and let it see works. If you’re gonna be in this, you gotta be in the long run because you’re creating a whole brand story. And you’re seeing Amazon and Amazon’s catering to that. In the past, there was none of that stuff, but now Amazon’s like inviting brands, come on, bring your brand on, you know, Adidas, Nike, whatever. I mean, Nike’s probably a bad example, but come bring your brand on it. And they want you to like use brand stories and content because they want that, you know, that customer to feel comfortable there.
– It is interesting how that has changed. I mean, I feel like when we started in 2014, Amazon did not cater to brands very well, but there are definitely doing that a lot more these days, which is helping them. I think it’s a big, and this is totally off topic, but it got my mind thinking, is this sort of like macro just e-commerce in general is I feel like this Amazon model where there’s a million sellers all really trying to, or millions and millions of sellers, but they’re actually trying to improve products really well. I think it’s helped everybody. I think customers are getting better products. You know, I think the old model where if you wanted to go buy a jump rope at Walmart, you had two jump ropes to pick from, and that was it. You know, there wasn’t and Walmart didn’t care there. They weren’t checking weekly to see if there was a new, better model out there. So I think this has really impacted everybody. I think it’s bringing more creativity and more quality products to market, which I think is a great thing. So that’s cool.
– All right. Last thing I want to talk about, because I want to hear your take on this, Google My Business.
– Yeah, what is this?
– Yeah, explain that.
– All right, so probably most of the people that are listening is going, oh, you can’t use Google My Business for brands. Wrong, you can absolutely use Google My Business for brands. Not only can you use it, I guess one of the things I should mention is though you have to create a profile. You have to go into Google My Business, create a profile. It’s going to ask you whether you want it to register by phone or by mail. It used to be by phone was the quickest, but because of backup right now, it’s taking forever. So make sure that you get your card or your postcard, your confirmation code delivered to your office or your home. Don’t be afraid of putting your office or home info in there. There’ll be a check mark, a check box that says show or don’t show. So you’re not gonna be showing anything, but how would you like to add products, add categories, your brand have Google promote them for you without going into Google shopping, putting your product description in, creating a social media account, every content, every social media post that you have put it onto Google My Business, Google indexes it immediately. Every image that you have, like make sure that you have the metadata and the titles, we’ll go into, it will be searchable in Google images. It’s incredible. I mean, I’ll give you an example of a Bricks & Mortar that one of the guys that does the Google My Business for me, he talked to me about, he said he was doing some work over in Seattle for a car dealership. They were spending $50,000 a month on SEO nice chunk. By using Google My Business, he brought the SEO down to $1,000 per month. A lot of SEO guys are gonna be going, whoa, that’s what, it’s the newest secret weapon, and it’s basically free. I mean, you can get a service to do it. You can do it yourself. It’s based on consistency. You want them to do whatever you can to get ongoing content going. But if you’re doing social media and if you’re writing content and you’re putting information up or images up, it’s very easy to keep a really high quality Google My Business account up.
– This is something I’m gonna be doing after this call because like, I, you know, candidly, somebody runs my social media, somebody does my blogs. I have all the content. I have all the images. I just don’t have a Google My Business account yet. So this could be an easy thing for me to do real quick, just create a Google business account. And now all that data on all those content that it’s been created, is now gonna be able to be found in a simple search if I’m hearing you right.
– Yeah, you’ll be able to track it in your Google search console so you can see exactly how it’s working.
– You see why I like doing this podcast.
– Yeah, I know. This is eye opening. I do feel like I learned something every time. I mean today, so I’ve done a lot of influencer marketing in the past, but the press releases not on top of that and Google My Business. So this is two things that are gonna be added to the standard operating procedures right now. This is I got new things to put on here. It’s really fascinating stuff here. And this has been fun. And we’ll definitely have to have you back on because there’s like so many other things to talk about in the Amazon space, but those three, but before we do jump up, do you want to let everyone know who’s listening how they can get in contact with you? I know you can help with a lot of these things we talked about to let everyone know if they want to get in on this, how can they work with you?
– Probably the easiest is just email@example.com, not com.club that would have been too expensive. And, I mean, the other thing is we’ve got the free group private label legion.com. You know, we’ve got the social media and I got my own podcast Lunch With Norm, which you guys will be on one of these days.
– Yeah, would be honored and everyone needs to watch your podcast. Your podcast is great. So everyone tune in to Lunch With Norm. It’s awesome.
– Oh, thanks. Anywhere else they can find you at. I know you’re everywhere else.
– Just go to Norman, either Norman, Normanfarrar.com and you can see this stuff
– You’re so fast. I love talking to people that have their hands in, just lots of different aspects of it and you really have such a great expertise on these. So it’s really, really fun talking to you. We’ll definitely get you back on, talk about more stuff later. Hopefully we can get you on in a couple of months and maybe we can make you a regular up here as it’s a blast. But, so seriously, Norm, thanks so much for coming on. Everyone who’s listening, thanks so much for tuning in. If you like content like this, if you learn something today from Norm like we did, and you want to hear more from our guests that we have, make sure you subscribe to our podcasts. We’re on all the platforms where you can listen to podcasts. So subscribe, leave us a review, let us know how we’re doing. You can also see the live streams on this, on Sellozo’s Facebook page and Sellozo’s YouTube channel. So make sure you go, subscribe to both, follow both, turn on notifications so you know when we go live, we do this almost every single day with amazing people like Norm, but Norm he kind of blew us away today. So you’re going to the top.
– That’s awesome.
– Good stuff Norm. Everyone, thanks for tuning in. We’ll be back at this again tomorrow. Have a great day.