This time I summarized a class, that took a total of 15 hours for me.
It’s called Brand Genesis which is a video course that shows how to build a successful brand on Amazon from literally nothing based on an actual example. This way Matt Clark, leading Amazing, used Amazon to earn over 80,000 dollars. For those who don’t know what Amazing is, it’s a payable video platform (it costs 39 dollars per month), where successful entrepreneurs share their knowledge and help millions of people around the world to build a successful business. I use the platform Amazing to learn about business. Brand Genesis includes 24 episodes, and I described them individually.
It talks about finding the right product. After the episode, you will create 10 potential products in Excel and contact the suppliers at Alibaba. To create a brand, you must first discover a product and find a supplier who can later deliver that product to Amazon, while your key task will be marketing.
When choosing a product, you must take multiple criteria into account:
- BSR – best seller rank: Matt advises it to be between 500 and 1500 – you can see it in the product descriptions on Amazon,
- reviews: customer opinions (should be minimal),
- the retail price of the product: it should be between 25 and 60 dollars,
- the weight of the product: it should be under 5 pounds.
You should contact suppliers through Alibaba. There are many frauds, so you should look for supplier marked by trade assurance, gold supplier and assessed supplier. This is followed by ordering a sample from the supplier. In the course Brand Genesis, Matt chose a product – gymnastic rings.
Matt teaches you how to create a brand, a logo, a Facebook page and a webpage. For his product, Matt chose the name Furry Fitness. While choosing a logo, you must think about how it will look placed onto the product, on T-shirts, packaging, webpage, etc. He suggests having a logo created with the help of one of the following webpages, Fiverr or 99Designs. The webpage should be simple, containing customer opinions and including a link to the sales page on Amazon.
He talks about ordering a sample which you can order from different suppliers, so you can test different products. He suggests paying for the sample via Paypal.
He tells you how to create successful Facebook ads and mentions the research of the product. A Facebook ad that Matt set was to get likes of his Facebook page.
An example of the Facebook ad that Matt used to get likes for his product: “Want Free Fitness Gear? Like our page now for exclusive coupons and deals for our new gear!” The budget for your Facebook ads should be approximately 15 euros a day. He chose cheaper advertising countries: Australia, Canada, Great Britain, India, Mexico, New Zealand, Philippines, Pakistan, South Africa and got cheap likes. He suggests that your first focus should be to get first likes and then continue to the United States of America when you have at least 1000-2000 Facebook page likes. While researching the product, check out different forums on Google for product reviews. Example: with his product, Matt compared wooden and plastic hoops.
The testing of the samples you received. Test them in different environments and choose the supplier who offers the best price and good packaging options.
Focus on the communication with the supplier. You want to know what the minimal order amount is and how long is the delivery time. Negotiate the price and pay 30 percent in advance. In this episode, Matt shows how he lowered the shipping through DHL by 2,000 dollars. Use the programs camelcamelcamel and Keepa which, amongst other things, enable you to check the past prices of the product. Check how much the product will cost you and what your profit will be. For those things, a program called Fetcher is suggested.
In this episode, Matt talks about how to explain to your supplier where to place your logo and how to write on the packaging. You also create a barcode, for example, through Cheap UPC barcode. You should order business cards with a coupon which you will add to your product and thank every customer for their purchase. In this episode, Matt also pays the remaining amount and orders the products.
Matt shows how to create a landing page to obtain email contacts, get an email provider like Aweber and install a tool to monitor statistics like Google Analytics. For landing pages, Matt suggests using Leadpages which I already talked about in the marketing automation article.
It includes a research of keywords when searching for products of your type and listings on Amazon. Listing shows how you are ranked on Amazon and keywords are the key to ranking on Amazon. Use Merchantwords (it shows the number of searches on Amazon) and Keyword External Planner (which shows the number of searches in Google); I mention that in the article about Ramit Sethi. Choose keywords with the highest number of searches per month (at least above 10,000). For listing, check how your competition regulates it on Amazon, so you can see which category to place your product in. You can always change the listing.
Matt explains how to create a successful product description on Amazon. For help, check your competition’s descriptions. It should include the benefits which separate you from others. Use bullet points and keywords which you are trying to target.
It may happen that you will need to change your listing based on Amazon’s requirements. It’s very important to go through your listing before posting it to look for any grammatical and text errors. In this episode, Matt also explains how it looks when you receive a stock of your products. Don’t forget to save at least one piece of the product to photograph. If the product isn’t produced in America (in your case it will be from China), it must state where it’s made (the chosen country of production). Make sure that the UPC barcode matches the listing. You should also check the weight of the product with and without the packaging.
In this episode, create a marketing strategy which includes a Facebook ad for a landing page and autoresponders for anyone who applies on the landing page. Autoresponders are automatic messages which the buyers receive when they sign up for your mailing list. It’s also important to create a professional photograph of your product.
If you have done everything correctly, your product is already available on Amazon. Here Matt shows you how to use Amazon’s promotions and that it’s important to optimise your Facebook ads, landing page and other activities used in marketing.
In this phase, edit the remaining autoresponders (automatic e-messages). Matt suggests that you use Feedback Genius. To monitor the performance of your marketing campaigns, use Campaign ULR builder.
In this episode Matt teaches you how to use Amazon’s sponsored ads which will benefit the ranking of your products. Matt also suggests that you contact Amazon’s top reviewers who will help with your descriptions. You can find them by searching keywords ‘Amazon’s top reviewers’ in Google search engine. When choosing reviewers, it’s important to check if they give 5-star reviews.
Matt suggests that you watch a video course on Amazing.com titled Advanced Product Marketing created by Mike McClary. It shows you how to create an ad on Amazon. It is important to know that the price per click should be around 0.50 dollars and that you should have a starting budget of 100 dollars for one month of advertising.
It talks about adding content to a website. In his case, Matt added some useful content for his product (a YouTube video of useful exercises). He also used the AMZ tracker tool which helped him get even more reviews (customer opinions).
This episode shows how to review ad statistics and how to check the products before you actually start selling them on Amazon. It is very important to go through your ad statistics and optimise them.
Matt teaches you to register your brand with Legal Zoom15. Your product is already being sold on Amazon.
Matt shows how important giveaways are (he did 300 to 400). Giveaways are products which you give to your customers free of charge.
Check statistics (whether there are more male or female names) and determine characteristics (gender). In this phase, you should also create a Facebook ad targeting the United States of America. He chose detailed targeting (in his case, something in the field of fitness). He chose a budget of 150 dollars and advertised for two days.
He shows the usage of the Helloprofit tool. With his product, Matt managed to earn 600 dollars per week.
Matt had his photos improved at productphotography.com. He also used lighting deals.
In the last episode, Matt tells you what he learned. He suggests that you stay away from products with multiple variations. Amazon sponsored ads showed to be efficient in his case. A lighting deal made him 4,000 dollars of daily traffic.