Ryan Daniel Moran and Travis Zigler break down how to hit $5 million in annual Amazon sales. They cover pricing strategy, coupon tactics, and building an audience through content to drive product sales.
So, and I also know that the two of you have been testing some new paper click strategies and also the review getting stuff that Jeremiah and those guys have kind of made popular in our little circle. So I was hoping you could share a little bit about what you've been focusing on and what has provided those results for you.
Yeah. So Jeremiah and I had a conversation. This is why I love Backroom. Jeremiah and I were talking one day and something just clicked for me. Their strategy is price lower than what's out there with a higher quality product until you get more reviews and then you can double the price and that's when the profit comes. So they play the long term game. And he was telling me that one of their products, their best selling products, it took them like three and a half years to get to the reviews amount that they wanted before they actually increased their price. And so they're in it for the long term game. And that just clicked something for me. The difference between us and them is they sell one off products. I mean, you may get repeats every once in a while, but we sell consumables, we sell the face wash, we sell eyelid cleanser, we sell eyelid wipes, we sell lotion, we sell a lot of things. People don't want to buy cheap lotion to put on their skin. People don't want to buy cheap supplements to put in their body. And so I had to figure out a way to implement their strategy with the high end consumable market. And I wouldn't say even that we're extremely high end, we're kind of in the middle. So what we've done is we price it where we want it to be priced in the end. And then what we do is on Amazon we put a big coupon on it, like a 50% off coupon. So right now, the face wash that you guys got in your box, it's priced at $20 and we put a 50% off coupon on it. And we will run that 50% off coupon until we get to either a hundred sales per day or a thousand subscribers. It just allows us to increase velocity. We got up to 75 sales a day before COVID hit. And now at full price with very minimal advertising, we're selling about 30 to 40 a day. But that's a result of having a great quality product and then giving that discount up front to allow people to try out that consumable. They will only see that coupon once in every three months. And the goal is to get them on subscribe and Save, because once they get on subscribe and save, they're going to pay full price every time. Don't be afraid to discount your product really high, especially if you have a repeat purchase, because you'll gain that velocity. And what we see is only 33% of people that buy on a day to day basis use the coupon.
Do you temper the use of that coupon based on the velocity that you want to have? And does the coupon affect the user's ability to leave a review or the impact in the algorithm? That was the question that came up for me.
We start the strategy when we have five reviews. And I think that product alone has. I think it's close to 100 now. I don't pay attention to the review count that much. I pay attention to the sales. We do change the coupon based on velocity. We just ran out of stock on another product, so we took the coupon off probably about two months ago on that one as well, and it still sold 50 a day. And so that velocity catches quick. And when you're up at the top of the organic rankings with just. I mean, we have that, that product we launched in May and it had like, we, we bought 3,000 units to sell start, and we sold it in like a month and a half. And it's all because we followed what you recommend. When it comes to building your audience, our audience is close to over. It's over a hundred thousand now across all channels.
Hold on a second. I remember our conversations when it was like 800 people.
So a big strategy that we use is blogging and content creation. And so we do one blog a week and then we'll do Google Ads to get people onto the blog. The blog doesn't necessarily sell anything, but it educates them on a problem that our product solves. And then, and then we offer a free dry ibook when they're on the blog. And that's email address capture. And I'd say we're at a pace right now. We get about 300 new emails a day.
Okay, folks, if you haven't gotten at least $100,000 worth of value in the first 10 minutes with Travis and Jenna, you're fucking asleep. My child is right next to me. I should probably watch my mouth.
