How To Make Sales On Amazon - Tribe Hangout 5/16/15

Hey, what's up, tribe? I'm for some reason ridiculously excited about seeing you all this week.

This might be the best looking group we've had. Maybe that's my excitement. We got a handsome group every Saturday. So we were talking on the hangout before we started. But I want to get those of you who are watching on the broadcast in the chat box. If my assumption is that most of you, the majority of you are in the point where.

You've got a product chosen and now you are moving into working with suppliers, you are working with your listings and you are starting to get ready to make sales before we start it. But I want to get those of you and if you're on the hangout, mute yourselves. You can hear my echo from 40 seconds ago and it's cool, having a nice time warp into the past, but it's going to drive me nuts. So if that is, give me a thumbs up or down. Actually just give me a thumbs up. Just give me a thumbs up or a thumbs down if you're either thumbs up if that's where you are, thumbs down if that is not where you are, you're the head of that or beyond that. I want to spend the first half talking about that and then we'll address questions and move ahead. For those of you who are more advanced than that after that point and we have to sit here awkwardly for about 30 seconds while the chat box can hear us. So in the meantime, Clement Wong, what's up, man?

Not much. How about yourself?

Or drinking coffee.

On a tribe meeting? Do you know what those are?

Haven't heard.

People are saying okay, finally they're coming in.

We might be on more significant delay than usual.

We did start yet? Yes, we did start.

We did start. Very easy question.

Ok, cool. So some people are. Some people are not there. So just saying thumbs down, if you can say where you are in the process, that would actually help me out.

As we're getting started. So what we're probably going to talk about, unless the majority of you are not there yet, is we're going to talk about your listing, we're going to talk about working with suppliers because at this point, if you did the assignment from last week, you should have a product picked out. You should have a list of products in that market listed out. And I sound like a broken record, but it is the most important thing that I can possibly tell you is that if you can't pick out a line of products in a market, don't go into that market because you are not Building a product. That is the biggest mistake that people make into this business is that they are looking for products, not businesses. That worked fine two years ago. It's not so good anymore. Competition is too fierce. Marketplace is too overloaded. Plus, it's not a real business. So if you want to have a cash flow stream, great. But want to spend $15,000 to build up a business with one product, you're going to have a hard time, which.

Is what most people do.

And that's what the people who don't do well end up doing.

So some people, the people who are ahead, who are making sales, obviously there.

Okay, so I want to talk about.

Once you have your product, what the process looks like next. And Sean, you've actually interacted with more suppliers than I have and you've done all the international stuff. So would you comment on selecting?

There's somebody saying that they were waiting for their sample to arrive. We got our sample in the mail. We took it to Starbucks and we had people try out the yoga mat used as a nice pickup line for cute girls and hey, do yoga.

We got a new yoga mat. We'd like to.

So would you comment about kind of working with those suppliers and why we ended up using the supplier that we did?

Yeah. So what we did, instead of just getting one sample, we actually got samples from, I think three or four suppliers at once. And that definitely sped up the timeline. Instead of getting one looking at it setting, eh. Getting another one looking at it setting, eh. I mean, it's a little bit expensive. I think with shipping it was about $100. Shipping's pretty expensive. If you're getting a custom product, there is a lot of work on the other end. So you're going to set up molds or dies or whatever. Customization.

Plus, if it's white labeled. If it's white labeled. Right. It shouldn't be. Here's another one.

But we went with kind of the custom route to sell exactly what they look like. And once we got those products, we looked them over, kind of like felt them, looked at them, looked at the quality of the stamping and the edges and just kind of got a feel for what one we thought was the highest quality. And that's the one we ultimately went with.

So that was pretty much the process for choosing.

We always wanted the best communication. Right. You're at the point.

Yeah, we definitely took into account communication, availability of our suppliers. Very available on Skype. Not all of them were.

There.

Was just like. It just felt right. I guess it's not A great answer for moving forward.

Well, I mean, there are several factors that went into it. There was price, there was product quality, and there was communication. Communication ended up being the kicker because price and product quality was fairly close. We had some changes to each mat, but at the end of the day, they were pretty close. We went with the one that had the best feature. Now, fast forward a year and a half. Something we have learned in the process. Always keep finding new suppliers. I have a supplement company, we sell fish oil and that fish oil runs. We have one supplier that we used for a long time that.

They can't keep up with our sales. We kept running out and running out and running out and finally it was okay, we need to have supplier A, supplier B and C. Now, both of.

The companies that I still have, now that we've sold Xenactive, we have products, we have supplier A, B, C, we've got backups. And the other cool thing is in the last few months, right before we sold Xenactive and we just transitioned over to this NZOA company is we found a supplier that sent us an additional sample and it was Sean. You didn't think it was much of a difference, but I stepped on it and I was like, this is way better. This is so much of a better.

I was in love with it. I said, how much more is this version? He says, it's a dollar cheaper per unit. I was blown away. Always.

Keep a system for regularly checking in with new suppliers just because you've got one. Great, go order your first inventory. We'll talk about shipping and such. But always keep a steady flow of new suppliers because you don't know what else is out there. You don't know who else can match your price. And once you are growing, once you're doing several thousand units a month now you have negotiating power with new suppliers who can make changes to your product, who can give you better, better terms, better prices. It's something that I wish, if I was in your shoes and we're just getting moving, that I had consistent flows of suppliers and I didn't do that. I wish I had. You talked about on our podcast, which is almost the most. You're on my heels, the most popular podcast episode ever. But you talked about the freight forwarder reuse and shipping and such. But would you give us a quick refresher on that?

Yeah. So our initial order from our supplier, we used their shipping company and it went all right. It was super stressful.

That's obviously not their forte was shipping. So there's A lot of back and forth, a lot of two o' clock in the morning calls and I just was not in the mood for that. Moving forward.

Price wise, it was about the same as a freight forwarder. So we found a freight forwarder, it was based out of Washington and pretty much they just handle it from there. So there's a little bit of setup. Definitely some paperwork to sign, some just communication with our contact with the freight forwarder as to where the products needed to go, kind of what the process was like. And then after that first round, they've pretty much been hands off. We just tell them, hey, there's an order coming, it'll be ready on this date. And they give us an estimate to when it'll be in Amazon and then shows up on Amazon. So, I mean, really it would be up to you. I would definitely get the freight forwarder right off the bat because it'd be super stressful.

It's the same price, right?

Right, yeah, price is the same.

But they handle way more details and they.

Know what they're doing. Like in all honesty, as far as international shipping, I don't know anything. But this is what they do. So they know. They know what ports to go to, they know where the labor strikes are, they know what's going to be cheaper and ours will be faster.

And there's people that are not in the tribe that are using things like Earth Class mail to receive the shipments. And it's just the most backwards idea, I think. Anyway, at some point you're going to have.

Your cargo is going to be so big that Earth class mail is going to laugh at it. They're not going to take pallets of yoga masks.

And really, I wouldn't even start learning that process. I would say find a freight forwarder. There's plenty of recommendations on the Facebook page, people that have used good ones and just get set up with them. Right off the bat.

Clement asks if they split it up and send it to different warehouses. Amazon does that, right?

No, I mean the freight forwarder will. We do not. We pay for the yard company, we pay to have it all shipped to one warehouse. I just said the math is cheaper. But the freight forwarder would. If, if you do the math and for your product and weight and whatever.

Won'T Amazon split it up anyway?

Right, but they. So there's two ways you can get cargo into Amazon. They pick the random warehouse that they want and then they just tell you you're sending it to four different warehouses and then you have to ship to those four. Or what we do is we pay them like 20 cents per product to have it go to one instead of shipping it to four different warehouses. Then they ship it to them. So you can pay that little fee to not have to ship.

If you don't ship to all four, how does that impact shipping time on the customer's end? Does it at all?

They're going to re. Either way, it's going to end up in multiple warehouses. It just depends who pays for it. So either you can pay for it by your freight forwarder shipping it to four different places, or you can ship to one Amazon warehouse and Amazon will shuffle it around.

Okay, so if you are not picking up on this, I know nothing about these details and I intentionally make it that way. And it's the same with all. Well, now all both of my companies because we sold Xen. But there are things that Sean does. I have no idea what happens. And vice versa. Like on the sales and marketing end, Sean would be like, I have no idea how you did that.

Don't, please don't give me another idea. If you are working with there's some great threads in the tribe this week about partnerships. If you haven't listened to the podcast on partnerships, go download it. Because.

I got in someone's tribe member space once and I said, if you both are doing the same thing, one of you is unnecessary.

And I have only learned that through many, many errors in partnering. Some fantastic questions on the thread. So first of all, let's talk about is it normal to only have five suppliers available for a product? I've seen other products with a lot more suppliers. I think that's a completely reasonable number is 5, even if there was only one. I'm not so concerned about.

How many suppliers there are for product as much as I am about the demand for product and the margins on a product, which we'll talk about in a second. But I'm not really concerned about number of suppliers as long as that supplier is going to be consistent. Now, if you're talking about white labeling, I can see your concern. If you're developing a custom product, that's a different conversation. You could probably find unlimited suppliers for a custom product. You're probably just looking for white label sources right now, which is why you're only seeing that a fully custom product, you could go to a variety of different manufacturers and they would do on a white label. If you've only got one supplier, I can see where there might be a question. So your only issue there is what happens if that Supplier is not reliable or they decide to raise the prices and you're completely dependent on that. So that's if you've got one, but five, I think that's a completely reasonable number for a product.

Great question about air shipping. Would you use air shipping if your product is small enough? Absolutely. You have no idea how jealous those of us who could only do.

Ship shipping that. You have no idea how jealous those of us who do that are. For those of you who can do air. So if you've got a lightweight product that is small, that is affordable enough to ship via air, even if it is slightly more expensive, by all means, you have no idea the headaches you will fix. If you can go to air shipping, by all means, use air shipping. Absolutely. Great question about margins. What margins should you be looking for on products? Now, one of the things we talk about in the next level, for those of you who are at the $80,000 a month level or beyond, we talk a lot about how to make products that seemingly have no margin and seemingly have no demand be best sellers. But for those of you who are just getting started, we look for 40% profit margin.

If you were rolling out multiple products at the same time, I would be okay sacrificing some nonprofit margins. But if you're just going with one product to start, we're looking at 40% on your profit margins. How do you calculate that to start? I always take a simple rule. I add up all my expenses, Amazon fees, shipping, product cost, the Amazon affiliate fee, everything, and times it by two, which will put our profit margins at 50% and then you can tweak according to what the market is doing. I suggest on pricing to try to avoid falling in the middle of the pack. Let me say that again. Avoid falling in the middle of the pack. You want to be on either the high end or, or the low end.

You do not want to fade into the middle of the pack, especially when you're first getting started because you have no.

Marketing pitch.

If you're in the middle of the.

Pack, if you're on the high end, you can be the premium person. If you're on the low end, you can be the cheaper person. But don't go to the median. Go high or go low.

Let me just jump out here real quick.

Yeah.

Ralph had a question and then Clemon answered it. And that's imperfect answer. Just have to do the math.

Clement's question was, well, which one question are you looking at?

Ralph's question was, how do you know if it's cheaper? To ship to one or multiple warehouses. And the answer is you have to do the math. You have to get two quotes and then figure out which one is cheaper.

Okay. John says Fleming's answer is perfect, so I'll trust his feedback. There's another really good question.

Would you scroll up just a bit?

Wow, there's some really good questions coming in. So pricing strategy, we covered, go high, go low, don't go in the middle. Start at 50% profit margins, tweak a little bit from there to be either on the high side or on the low side.

Air shipping, the covered.

Okay, go down now. I guess we got all those. We've talked a question about patents.

Patents are terrifying.

We ran into one patent issue with our yoga towel. And how did you catch it?

So it sounds like you already are taking the right steps and just kind of reading Google. I don't know, Google patent or whatever Google's patent thing is.

They have a patent thing? Yeah.

Google has a patent search.

Who knew?

Anyway, Google it. You can Google Google patent search and it'll take you there somehow.

It's right next to ship shipping, right.

Next to shipshipping, which is not the same as ocean freight.

Anyway, patents. I would take a look.

Myself. Having no legal background, if I think there's patent infringement, then we're going to steal your. So with our yoga towels.

Our first plan, it seemed pretty iffy and we decided to not even go there. So if you're already concerned just because someone else is infringing on that patent, I wouldn't at all. That's really not going to end well for you.

But patents are very sensitive language in the sense that you can get around them fairly easily if.

If you do that legwork ahead of time, it's a pain and a half to change it later if you've already infringed upon it. But there are. Patents are fairly rigid as far as like you can get around them really, really easy if you do the work ahead of time. So for ours, there was a patent on what the shape of the non slip, right? Yeah, it was the shape of the.

Little knobs on the yoga towel.

The shape.

Our solution was we just would have one giant knob and then didn't at all go in shapes or squiggles or anything.

We just put a coating on the back of it and that made it a non slip towel. We didn't violate any patents. We were good to go.

So I would say if you're comfortable with your understanding and you think you not inferior on the patent, then.

I'M.

Sure there's someone on the tribe that has some legal experience that you could.

I feel like I've seen a tribe. There is. There's a patent attorney in the tribe.

There you go.

Patent attorney in the tribe. Connect with them. Sure. That would be a good place.

His name escapes me at the moment, sadly, but he's.

Maybe he's on here. If you're a patent attorney on the.

Tribe, let us know.

No, no. If you just hit this button. The chat box sometimes. Yeah, it comes out okay. So questions about initial orders. Great. This is good stuff for those of you who are about to order inventory.

Look, a lot of trainings say that you should stay to as low a unit order as possible. I disagree with that language or I disagree with that approach.

I agree with that. If you are not comfortable with your product, if you are not certain about the quality or the viability of your product, then order the lowest amount possible. But if you are all in on this business, order as much friggin inventory as you can possibly handle. As much as you can order that. Ryan Krieger. What's up, dude? Good to have you on the phone. Hang out.

I have been fighting with Internet issues. Apologize that I'm late.

Oh, that's cool. I was almost late because I was fighting with intestinal issues. Too much information.

Did I say that out loud? Anyway, so I am more of a. I believe in taking the approach of ordering as much as much inventory as you can comfortably handle because you need to leave room for.

Blasts, which is a new form of blast blasts, giveaways, launches, getting them to friends and family for reviews, pricing tweaks.

The worst thing that can happen to you in this business is running out of. It is the biggest momentum killer in the world. So when you've only got a few hundred units and you start to get inventory and then you run out, you have to start all over again. It is the most frustrating thing. So, tribe, listen to me when I say you do not want that to happen. You will shave off six months planning, growth and experimentation if you don't run out of inventory. Because for us, we had an oversized item and when we were new and we were still figuring out how to get around that hurdle, if we had to do it again now, we could figure it out. We got it now.

We get it now. But before we would just run through all our inventory and then once it was out we place another order and we'd be out of inventory for six weeks and we had to start all over again. It was the Most frustrating thing. And that had a huge impact on how much we sold the company for. I mean, we still got a fair valuation, but we would have a much higher valuation if we had not had those hurdles because we had more of a consistent track record. So you do not want that. So this language or these ideas about ordering 100, 200 units, you can do that. And if you're looking to test the market, fine. Or if you are on a shoestring budget, by all means do so. But if you are all in on this business.

Go as much inventory as possible. As much as possible.

A comment asks about 40% profit margins. Is that after you start getting some volume or is that you inserting out smaller volumes from the get go, 40% is where you eventually want to settle. So if you're looking at when you are making a decision on product analysis pricing.

You want to have 40% as the target, as the minimum target. When you are entering into selling that product, it can be less if it's on a second, third, fourth product. On your first one, you want to 40%, you want to be your target for where you end up settling.

Family and friends. We'll get to that. Yeah, we can talk about pricing tweaks. Sure. And then I want to go into some more.

More stuff for the people who are just getting started. Alright, so let's talk about pricing tweaks for a second because Jackman asked that, he says pricing tweaks. Can we talk about that? What's the best strategy to find your optimal pricing? How often and how much do you tweak pricing? Well, first of all, no more than once a week, but as often as once a week. So the way we calculate that is remember what your answer was in the earlier question. More here. That was perfect. Calculated. Calculate it. Yeah.

I had a supplement that was not selling all that well. So we decided to experiment with the pricing. We dropped the pricing very significantly to where the profit margins violated my own terms. And I resisted this idea, but I was like, I will test it. We tested it, sales tripled and as a result we were making more money per day, obviously much less per unit, but we're making more money per day than we had before. Now there was no way we could have done it at the beginning because we didn't have the reviews, we didn't have the ranking, we didn't have the momentum to be able to make those tests, to make those changes. So there needs to be some momentum in order for you to really test. But this week we started at a really Low price. We launched a new product, we sent it out to our list, we did a promotional discount to start, moved 1000 units, 1000 full price units because it was a discount and now we're changing it to its regular price. But that's a pricing tweak we're going to make one time. It's not like we're testing it 100 times. We did an initial discount and then we're releasing it to the public.

I recommend no more than once a week, but as often as once a week in order to find out what your ideal pricing is. And there really is no predicting it. I mean, I have had products that you raise the price and sales go up. And I have had products where you drop the price and sales go up and vice versa. Drop the price, sales go down. Raise the price, sales go down. Completely depends on your market. And it really comes down to is your market price sensitive. And that is usually an indication of a failure to properly differentiate yourself from your competition. So if your market is particularly price sensitive, that means that there is not a lot of differentiation in that market. That is usually a good indication that the market is ripe and ready for a major zag. That was what we call it, it's official line, which is a major zag, which is a major deviation from what everybody else is doing. This is simple market trends. This is the stuff I geek out on podcasts. You've heard me rant about this stuff for a year, which is that you have micro and macro consolidations. This would be a micro consolidation. You've got everybody clamoring for the exact same products. And so now there's a price war and you consolidate and all the products start to look exactly the same. The prices look exactly the same. That's a price sensitive market. Price is going to highly dictate those product sales. That also means that the market is ripe for a clear swing to something completely different. So if everybody's competing on price and the prices are going 25 bucks, 20 bucks, 18 bucks, now the average is 14 bucks, that means the market is primed and Ready for a $29.99 new version that's all sexied up and completely different, prime and ready for that. And then you swing there. You're the highest priced person, so you stand out, you have some strong differentiating factor. Everybody follows you, prices go up. Now market is prime and ready for a discount version. It is just simple market swings that happen in about one to two year cycles.

I don't know if that answered the question, but I got a little butt. All right, so there's a lot of really good questions coming in. I'm pointing to the chat box as if like the chat box is over here. Well, I mean they can't see they're in the chat box.

Anyway. So I want to talk a little bit about.

Listings. So listings are becoming more and more important as your on page factors, as your on page listings. As people get more and more savvy as far as conversions.

The actual nuances of your listing are like those little two degree tweaks are becoming more and more important because we have more firepower now. Two years ago we didn't have things like Zomblast. We could just blast out 500 products.

So if you made 50 sales through a keyword you ranked. Now as we've got more FirePower, those little 2% changes that you can make in your listing make a bigger impact than they did two years ago.

There are a couple of things on your listing that make the biggest difference. Conversion rate, which comes down to copy pricing and reviews. Reviews playing the biggest factor, your price making the second biggest factor and your copy making the third biggest factor. That is what conversion rate really comes down to. And your copy is largely determined by your headline, your images and your bullets. The rest is kind of extra. And there are some cool things that more advanced people can do with. I mean I'm two years in this business. We just got a content which we could dive into, but it's not really important right now. It really comes down the major differentiating. The major impacts on copy are your headline, your images, which really aren't copy. But we'll talk about how to make them copy in a second second. And your bullets.

As far as the highest things we've seen convert go. Bullets start with a benefit and then end with a description of that benefit. So a benefit could be four out of five stars, four to five. Or it could be 100 plus five star reviews. A benefit could be absorb sweat so you never slept on your mat. Benefit could be become the envy of your yoga class. A benefit could be feel better, look better, smell better with this body spray, whatever.

It'S the end result. And then a description of how your product gives that benefit. So that's how we've seen bullets convertbass. Another cool thing to test in your bullets is a product review or a quote from a user or a quote from the founder or a quote from anyone who's seen anyone who said, wow, that looks like it could really be the next great yoga mat.

Any quote? Quotes work really good in bullets is what I'm saying. You can use your discretion on what quotes you use. We like to use product reviews. If you're just starting, you don't have product reviews. It could be a number of different things.

Now, I love these comments that say, wow, that was so thankful, or that was so helpful, which I really appreciate. But I don't know what they're referencing because there's the delay. There's around like a minute delay on probably ship, shipping. Ship shipping. That's what said it. What was the other one? Google, Google patents.

Google Google patents.

Google Google patents. So those are the biggest things that impact conversion rate on your listing. If this is daunting to you, if you don't want to do this, and I absolutely believe in outsourcing as much as possible. Zonblast has a service for this called zonoptimize. Didn't know that.

They'll write your listing for you.

This sounds like such a cheesy pitch right now because you're like, I didn't.

Know that was a real time. I really didn't.

I'm like, it is. It's great. But, yeah, it's something new every day. When Brian Krieger is embarrassed about something I'm doing, I know that it's bad. Like, I know I'm just off my. I know I'm off my record. Or when says, you're practicing your dad jokes. I know it was a really, really bad joke. I've got three weeks to refine my dad jokes.

On that note, I need more coffee.

Cool. I don't know what to do with my hands in Sean's phone.

Hey, Ryan, check your email. He's got a nice promo going on this weekend.

Oh, that's right. He told me about that. Thank you.

Ryan. You know about it. Go ahead. And do you know the code?

Zon Optimizer.

Zon Optimizer is the code.

Yep.

A discount code for the tribe. If you want to have your listing.

The code is Ryan's Tribe.

There you go.

Ryan's Tribe is the discount code. It's 20% off ZonOptimized, which is just a product.

They'll optimize your entire listing. Make sure the keywords are right. Make sure that it's set up correctly. Make sure that it looks good for conversions based on what they. I mean, they manage. They've seen thousands and thousands of products. What works and what doesn't work. So Ryan's Tribe is the code there. I think that's good.

For the.

Do you know how long it's valid for?

What's that?

You know how long it's valid for?

I think it's good for the week.

Cool.

Now, if you're not going to be ready in a week and you want to order but not use it yet, I'm not sure how that works. You'd have to talk to the good folks over at Zomblaster.

I like Google. Google patents.

That's good.

Okay, so we talked about shipping, we talked about product listings. Images. I want to talk about images. Because there are some cool things that you can do with images that you should start thinking about now. First of all, action shots.

Huge.

Most people, this is what most people do. Most people settle for just getting really good, high quality images of their product and getting it at different angles. Lonnie fricking DA. Everybody is doing that. That might have made you stand out from the pack a year and a half ago. Good for you. But there are much more cool, creative things that you can do, like action shots.

Getting people using your product and taking photos of that. There are. What's the service that we use or do we just use a person?

No, we use a service for the action shots. We used a person.

We hired a person to go to a yoga studio and have them take photos.

A photographer that I've known for a long time, really great action shots. Not so great product shots, but action shots were incredible. And then we used, I think it was productphotography.com for the kind of the boring white background type photos.

Product. Yeah.

Yeah, that sounds right. So we got high quality shots from product photography and then we got action shots through a friend. Now this is technically, what I'm about to tell you is technically a violation of terms of service. Never seen anything happen as a result of it. But you can use your discretion on this one. Is using some of your image slots for.

Some sort of sales aspect, some sort of a banner, a advertisement for one of your other products, showing how they can combine. Using it for drawing out. Showing it in use with text on the banner that shows the benefit that it's solving.

Using it for some sort of sales feature. Showing a benefit, showing it in action with some text. Just some people do just text. Creating a funny meme, like a viral shot, like something with a funny quote that you've tested on Facebook to your Facebook audience that has gone a little bit viral.

Using any spokespeople that you're using or having your idea, like having a model holding your product, some sort of.

Of Extra salesy that makes you stand out a little bit different where you're using a little bit of creative flexibility on that banner. Saving a spot or two for that type is kind of a nice touch on your listing. Now a lot of you on this hangout have been at this business for a little bit, but you haven't broken away from the pack yet. You've kind of been stuck between 20 and 40, maybe $50,000 a month. You're starting to see that these little things, these little tweaks that you can make start to add up. And when you get all these ducks in a row.

You start to see this happen. So having really good photos, having fantastic copy, tweaking your price for maximum sales. Actually, I want to pause here and talk about pricing strategy for one more second because there are couple of different theories on pricing strategy and they're both correct. It is simply a matter of what type of business you want to be in. There are basically two schools of thought on this. There are protection of profit margins which is sacrificing volume to save profit margins.

This is the right way to go if you are building a high end brand. If you plan on going off Amazon in the medium term, like a year and a half.

If you have several products and you want to maintain a certain image. If you have a very targeted defined customer base, which you should have. The other thing to be said is to say I want to go for maximum volume, sacrifice profit margins but get maximum volume for maximum total profit per day. This is if you want to have a cash flow business. This is if you have a price sensitive product, meaning you don't have a lot of differentiation on your product.

And they're both right. There's also nothing saying that you can't do both have a price sensitive product and have a higher end product long term. There's nothing that says you can't do that. Which is what? Which is what I. I've got very sensitive versions of products and we have higher end products.

What's on.

Logos and corporate design? Kind of.

I think question is how do you get a overall kind of look and feel set of.

Stick with the same designer throughout all of your stuff. Find one designer you like either on oDesk99 designs.

And stick with that person. That's really the best way. Would you add anything to this?

I mean I think there's been a lot of recommendations on the tribe too, so definitely use that as a resource.

You know, Brian Krieger has done a phenomenal job of this. Brian, would you mind Commenting on that? Sure.

Funny you should ask.

One other way to do it is if you find an initial designer that you really like, that creates a look and feel for the packaging, that you can get that designer usually to write what's called a style guide for you, which defines fonts and colors and proportions of what that style looks like. And then with that style guide, other designers can replicate the same design.

Brian, you're not still in Asia right now, are you?

I'm in Hong Kong.

Very cool.

It is.

11:45 in the evening.

Are you just on a stopover or are you spending some time there?

I spent two nights here, actually. Chris and Urs and John and Kate and a couple other folks. We were all on the same flight from Cebu to Hong Kong. It was interesting sitting in the back, waving at him up front.

How was Cebu?

Beautiful, Brian? I don't think it dropped below 90 degrees the whole time I was there.

Brian and I met in the Philippines and we liked to talk. He already had a product made and picked out, but he didn't know much about. He hadn't considered going the Amazon route and I just didn't pass it. Just look into it. Just see if there's a market on Amazon. And a year later and Brian is now definitely one of the most respected tribe members in our group's history because of a his unique ability to just break things down into being simple, his unwavering dedication to helping people and just his. Brian, the thing I respect about you most is you just keep going like nothing. You just keep plugging away and plugging away and plugging away and plugging away and you have setbacks and you just keep plugging away and plugging away and plugging away and plugging away. And the results are spilling to themselves.

Thanks. And I'll be leaving the corporate job next week too, by the way.

Yeah, congratulations, my man. Ralph, what were you about to just say?

Yeah, so I have a quick question about optimizing the listing. It seems like I have a conversion problem because every time I lower my price, that is when I rank. But if I match all my competitors, I seem to go down. So obviously I have conversion issue. But do you know if the conversion. Because on some keywords I will stay ranking, but some others I will drop. Do you know if Amazon has a way of tracking your conversion rate for specific keywords? Or is that one conversion for everything?

No, absolutely. They track it for keyword. 100% they track it for keyword. So two things to note. First of all.

In your shoes, I would drop my price and let myself rank until I had established that ranking. So that's part of the process of bullying your way to the top. Drop your price and give your finger to your competition and say, I'm outranking all of you suckers and I'm going to sacrifice my profit margins and I'm going to go to the top and I'm going to raise my price once I'm at the top and you all are just going to watch me.

Just go aggressive and outrank those people. And I'm telling you this directly because you're saying you have proven that when you drop your price, you rank higher.

Yes.

Not the case with everybody, but that is very, very clear data. When you get that data, you follow that data. Other people will have a different experience. They might say, when I turn on pay per click, I make less money but I rank higher. So turn on pay per click for all it is worth. Sacrifice short term profit margins until you establish yourself as a dominant player in that market.

So you think when I get to the top six, let's say on page, I am on page one, halfway down, you think when I get to the top, maybe four or five, when I raise my price, the conversion rate should be better.

Once other factors kick in to overcome whatever is dragging you down. For example, number of reviews. Some people can overcome higher pricing just by sheer number of reviews. You don't get sheer number of reviews until you have a ridiculous amount of volume first.

You've got 2000 reviews. You can charge 5 bucks more than your competitor who has 200 reviews. It doesn't matter that there's 5 bucks difference if you've got 1800 more reviews than the next person. But you don't get to that until you've got 5,000 additional sales, which might come from a short term sacrifice of profit.

That's why I say with you go aggressive now and then you can change and you can tweak the process from there.

I had another important point that escaped me, but it'll come. That was point number. Oh, got it. Thanks, Ralph. Point number two. Yes, they track specific keyword data, but not all keywords are created equally. My first product being because of pay per click data. We could see that we were converting really well for this one keyword. But our customers that came through that keyword weren't happy because it was a different.

They had different expectations. For example, for ours, remember we had hot yoga mat, right? And our product, we found that most of our complaints came from people who were like this. Is not a good mat for hot Yoga. We were ranking for Hot Yoga Mat and getting sales for Hot Yoga Mat and people weren't happy and we were getting negative reviews because we were ranking for that keyword. So what did we do?

Sean stopped ranking for that keyword.

Stopped ranking for that keyword and put all of our attention towards other keywords that were more appropriate. So more rankings don't necessarily mean better business.

That's my case. I AM ranking page one for about 25 keywords, but a lot of them are very general, not specific. So I think the best thing might be to drop those and increase the conversion rate.

That's probably the case, but general keywords aren't always bad unless it's, we wouldn't want to rank for yoga products. That's too big. Yoga Mat, we want to rank for non Slip Yoga Mat. We wanted to rank for Hot Yoga Mat. We don't want to rank for that. Bad news bears.

When I was talking about my first product, I didn't mean the yoga company. That was not the first time that's happened. That's not a rare case.

On Google.

You want to rank for as many keywords as possible because there's no consequences for ranking for keywords that don't matter. There's no consequences for ranking for ancillary keywords. When you've got the buyer ready at the final point and they have a say over how the experience was and that say impacts your overall conversion rate in formal reviews, you want to be very strategic with the products that you rank for. Okay. Zonoptimize can help with this too.

I'm getting it this weekend.

They can help with tweaking listings for specific keywords and removing keywords that you don't want to write for. Okay, so here's my struggle tribe. My struggle is we have touched. We have thrown so much good meat in this hangout in the last 52 minutes. We've thrown out so much stuff, but we haven't addressed specifically the action items that I want people to take who are new to this round of the drive or in week two or week three of building a business. So I want to take a couple minutes to address that just to make sure that you've got your takeaways if you're in that point in your business and then we can move into some more Q and A. But for those of you who are in week two and three of your business or just getting this moving, here's what you need to be thinking about right now. You've Chosen a product. Assuming you did your assignment from last week or you at least have a list of products and you're making final decisions on that. If that's the case, put them in the chat box. We can help with that final decision making process. You are working with some suppliers. You are having conversations with suppliers. Your week, your assignment this week to make a final decision and place an order with that supplier. If you have not already.

Place your first order with that supplier now. If you're delaying action because you are.

Intimidated by the idea of ordering more than you're comfortable with, order a smaller quantity and get the process going. Don't delay action for perfection. It's cool to take imperfect action. So place a small order if that will encourage you to start the process. So those are your assignments this week is to start the ordering process. If you have not already. If you haven't set up your Amazon account and set up a listing for the product that you've decided on. That's another thing that we're going to add to to your to do list this week. Either go do it. Hire somebody. Hire a copywriter, hire Zonoptimize. Get that process moving. Where you are creating headlines and some bullets.

I'm sorry, I just saw the most ridiculous question.

The one that I have highlighted.

No, the one under it.

Sorry, that just threw me off guard. Are really ridiculous questions. It went under the chat box and it threw me off. That's like calling somebody and saying what's your phone number? Anyway, sorry, sorry. Tribe.

Start sparing with some headlines. Use some bullets according to the formula that we outlined. Find some quotes that you can use. Start to brainstorm what your images might look like. We'll probably talk more about a second assignments for images next week, but that's probably. It's too early to talk about that. If you're ahead of the process. If you've been doing this for a while, go back and reassess your images according to what we talked about today. But if you're just getting started, don't worry about that right now. Worry about your listing and that is what is most important.

Okay, so those are action items for those of you who are just getting started. And I want to make sure those of you who are just getting started in week two and three of your business are being served. So if that's you and you have questions, please post them in the chat box because I want to make sure that you know your assignments for this week as you are moving forward. Let's move over to some Q&A. Now for those of you who are specifically for those of you who are right here.

On the listing and if you'll expect that. Hey, random. Yo, what's up gal?

I'll take that photo.

What's up man?

Hey, I'm good. Actually, I wanted to ask about Brand Registry. The reason I'm asking it is because we tried to get Zone Optimized but we have trouble changing our own title for some reason. And we got from Zone Optimized that it might be a problem. So that may be fixed by getting Brand Registry. So generally I would love to know, what do you think about it? What are the pros and cons of doing it?

Brand Registry. There's no downside to doing Brand Registry. The upside isn't huge, but it gives you a little bit of protection against hijackers. The in my experience, the reason why you can't edit the title is because you have some sort of a violation in your issue that they've caught, which is like HTML and a title. You're using some language in your title that you can't use. And they said, okay, we're going to penalize this account and now make all titles have to go through an approval process. So that is what I've usually found to be the case of why you can't change the title title. I've never heard it said that Brand Registry will fix it. But if that, I mean you set up Brand Registry so you know more about this process than me. It's not a hard process, right?

No, I mean pretty much you need a website that's presentable, it doesn't have to be huge and then it's maybe a five minute application. And it definitely has helped us kind of get rid of some third party hijackers pretty quickly. But it's not a guarantee of that. I think just like a lot of stuff on Amazon, it's really just what FBA rep you get. If you get someone who's having a good day, then they'll probably help you out. You get some what they're doing and they're going to be like, yeah, we can't do that. So Brand Registry is certainly not critical one way or another. If you have some downtime on a Saturday and want to register, I would say definitely do it. It's worth five minutes. But I wouldn't put it at the top of your priorities right now.

Are there any downsides?

It takes five minutes, so you're going to miss five minutes.

Did you see ranking changed by doing it?

No, we didn't see anything new. Direction changed.

Hey Sean, what's the requirements that they're looking for when you do brand registry? We got an invite and I didn't know if we had to have just a website or are they looking for anything specifically?

I don't recall the list off the top of my head, but the only thing that I've ever noticed that might prevent you is just not having a website. I think the rest of it is we already have your own product. You already have a UPC code. So just by default you should be meeting all the other requirements. So as long as you have they have a list available online. But I think as long as you have a website, then you should already.

Meet the rest of the requirements.

It was a pretty painless process.

I asked a question earlier, but you were obviously in the middle of something. If we're buying as much inventory as possible or as we feel comfortable with, how much cash do we need to leave in reserve for things like Zonoptimize or Zonblast in order to.

That's a fantastic question. So actual cash reserves.

So I keep 2,500 bucks in cash.

But I would. Not specifically for marketing, but I would sacrifice.

I would sacrifice optional marketing expenses for more inventory. I personally. Optional marketing expense. So, like if you're on a shoestring.

I'm not doing this business on a shoestring. It's full disclosure. Now I can go into any market. I'm just going to outspend the next guy. But if you're doing this on a shoestring, write your own darn listing.

Don't pay a few hundred bucks to somebody to write that for you. Do it yourself and get additional units. Don't budget for something like Zonoptimized. If you just go into this business, you're like, I'm going to bully my way to the top. I need my time freed up. I want to make sure this is done right and I'm going to make sure somebody else is going to figure this out so that I can handle it. Use service like ZonOptimize. But if it's like ZonOptimize for an additional 200 units and I can't choose them both. Get more inventory for something like blasts. Keep. That's more. How much inventory are you going to keep? That's more of an inventory question than it is about a marketing budget because blasts aren't that expensive. It's the real expense is an inventory. So I always say be aggressive. I'd keep.

Like 2000 bucks as a marketing budget for pay per click. But those are going to have roi. So I mean you're going to get, that's going to bring back friends. So to test.

Some Facebook marketing, some Amazon pay per click, some Google pay per click, if you want to do that. Keep a little bit of a slush fund in there in our case. Now our focus is on how much cash can we keep in the bank, not for marketing, but for future orders of products. Especially if you're ordering from overseas or you have a four to six week lead time on a domestic product, it's how much cash can we save so that we can order the next round of inventory so as soon as it hits the shelves and we can put a deposit down on the next round of inventory, keep a little bit there for marketing, let that build up as we're building up sales and then pay the second half of the deposit on products later. That's the question that we're asking.

Is that.

That's brilliant. Another quick question. When you did the yoga mat, you set up a Facebook group like we love yoga. So do you also have a second page for Zen Active Sports?

No.

You didn't have a.

We'll talk about launch strategy in week three or week four. But really quickly. In our case, the I Love Yoga page was the Zen Active page. We branded it Zen Active. The title of it was just I Love Yoga.

That was our brand page. Now another quick question. Say you when you. Whoa, whoa, whoa. You're killing me, Godson.

I lost my train of thought. Now in one of my other brands.

It'S specifically brand driven because that was in yoga.

How do I put this in yoga? The personality of the person doing yoga is more. They're passionate about an idea. They're not brand passionate. They're passionate about.

A message and an idea. So the brand. It's harder to say we're the best yoga. That's like a push strategy, right? We're the best yoga company ever. But saying we believe in this message, we're out for this message. By the way, here's our brand that was more appropriate for our market. Whereas in other markets it might be more.

It might be a better idea to say we're the best in this because people are looking for different brands. If people tend to marry brands, then you should set up a brand specific page for us. It was more of an idea. So the title was I Love Yoga, but we just had ZenActive in all of our posts, in the banners of our listing. And it was more of like A secondary pitch. So I don't think it's a good idea to split them. We tried doing that and it was kind of a silly idea for us. We tried doing that in my men's fitness company. We had two and that didn't really make much sense. So instead we went more with the strategy that I'm talking about now.

So I don't recommend keeping 2. Find a way to blend the two together either if it's a brand specific or just by going general and mentioning your brand.

Okay, awesome.

Thank you.

What else you got, tribe?

Well, I have a quick question. So when I started this business, there are a lot of things I didn't know that I learned from you over the few months. But for now I'm in the idea phase of thinking about my next brand so I'm trying to make it the best I can. Do you recommend you really focus down on a specific.

Niche. As in, for example, instead of doing yoga mats, just as an example for everybody, focusing on making it for women.

Let'S say.

Would you recommend going in that approach or if I'm going to sell yoga mats, just sell yoga mats to everybody or focus in on one specific, very laser focused on one specific target.

If you want to have a cash flow business.

No, I would consider this business I have right now, cash flow. I really want to build something bigger for my next brand.

Let me be very clear though. If you want to have a cash flow business, sell to everybody. If you want to have a long term business that can't be touched by competition and is growing five years from now, pick a very specific tool, target market and market to them. They're very different approaches. Both are completely viable. But if you want to have a cash flow business, sell to everybody. You want to have a very long term business, go to a very specific target market. I don't know what level you're at, Ralph, but if you're over 50k a month, I would very highly encourage you to apply for the next level. We talk about this very, very deep.

I'm approaching the 40k right now, so.

Not yet cool at 50 for a couple months. I'd highly encourage you to apply for that.

Okay.

Anything interesting in the chat box?

Question, Ryan, how did you get rid of asshat? I love that. So asshat is the way that I refer to a specific competitor who cheats very, very aggressively. And then we had asshat number two who was another one who was cheating.

We talked about asshat pretty regularly in the last round of the tribe getting rid of asshats is a long process that you have to be diligent about. And it is really.

If you've got people who are cheating and obviously doing so, it comes down to first of all making the decision at the beginning of your business to not take the cheaters route. There are people and there are people.

That follow courses, who go to conferences, that learn about this stuff, who decide, you know what, I'm going to take advantage of every loophole possible. I'm going to cheat my way to the top as long as it will let me do that. And you know what? That is a strategy and that is a short term strategy. I decided early in my business that I was not going to go that route, that I was going to find out how Amazon worked and give them everything that they wanted and build a long term customer list and a long term business out of that. And I would work around the cheaters by. Here's a quick story. For one time I was in New York at.

An Internet marketing meetup and this was right before my retirement from the Internet marketing world. And this switch in my brain really actually helped me build really sustainable businesses and actually built pretty fast long term. I was several drinks in and I don't drink much at all. So several drinks will do more to me than most people. And Brian saying, yes it does. And there were, I can't stand most Internet marketing people. And this was like at the peak of the Internet marketing days when everybody's making a boatload of money and everybody's promoting each other's stuff and there's like no good value in the market. And I finally just went on this rant where I was like, you rip people up, you rip people up and you rip people up and I'm not going to suck them to your level. So here's what I'm going to do. I'm going to make a page that converts better than you and better than you and better than you. And I have a product that's better than you and you and you. So I'm going to have the happiest customers with the best conversions and the happiest affiliates and you all can kiss my ass. And that was basically the approach that I took. And that's the approach that you need to take to deal with cheaters is fine. I'm going to outrank you, I'm going to out convert you, another better product than you and I'm going to outspend you until you are insignificant. Meanwhile, while you are doing that, document all the ways that they are Cheating and keep a file going of all the ways that they are doing it, of everything that builds a case and regularly stay on Amazon. Matt Clark gave me really good advice when I dealt with my first cheating and he was like, just stay on Amazon. Just keep letting Amazon know that somebody is cheating. But you have to be able to back it up. I had somebody accuse me of cheating once. Every time they got a negative review they knew that I was in the same space. So they would comment, they would say go away Moran. Publicly they would accuse me of leaving negative reviews on the listing, which is absurd, I do not have the time for that. So you have to have proof. You have to be able to back up what you're saying about somebody else cheating. So you can't just throw around accusations all the time. This is a downfall. If somebody is beating you, it doesn't mean they're cheating. Some people will say there's no way this guy could be doing this. Well, legitimately, yes there is. So don't go to the temptation of just blaming people for cheating. You have to have substantiation for them cheating. But that's how you deal with asshats long term is you beat them at a legitimate game and then you document everything and you wait because if somebody is cheating, negative reviews will catch up to them.

In our case we have an asshat that is a former Amazon employee that has connections and in routes to get around every little nuance you can imagine. And we have 80 negative reviews on that listing that are directly from him that we have not been able to get rid of. How do we compete in the face of that? Get really good at our review systems, have an unbelievable product that people love. Document everything. And we just got word this week that, that the FTC might be making some changes that will directly handle that person. So it is a long term game, this business. Get your systems right, document everything.

Go to the source. It was one of the best pieces of advice I got growing up was when you've got a problem, go to the source. Don't try and beat them. Don't try to out fraud a fraudster, go to the source. Gripes go up the chain, not down. So don't have this disintegration at the bottom. Report everything up and stay on them. It's the only way that you can legitimately deal with cheaters. That was a long coffee rant.

What else have we got?

I've got a question.

Yeah, go ahead.

It's about quality control and what agreements you have in place with your Supplier to try and meet as I believe it, Amazon requires a defect rate of less than 1%. So what agreements do you have in place with yourselves and your suppliers in order to meet that rate?

I don't know the other side of something directly with the supplier.

So at first we got the sample and then we wouldn't really had many quality control problems with yoga mat is.

Pretty hard to screw up.

So if you have a more complicated.

Electronic product, sometimes a supplement can actually run into this Really I mean the only way that we could, that we could control this was directly on the customer end of just over satisfying every customer, of just taking the policy of if there's a problem we're going to go above and beyond to solve that for the customer. From a quality that comes down to having a long term established relationship with your supplier. Long term quality control. When you're first starting, it's kind of tough. It's like I don't know what to do. I'm ordering 500 units of something, I can't check them all myself. I'm going off a sample that I just ordered. So we just decided we were going to be heavy on the customer side and that's how we were going to hedge that. And if there were problems, and sometimes there were problems, we had a peeling issue with one round of our, of our yoga mats. So we go above and beyond to try and satisfy every customer who comes in complaints, contact all our customers, let them know if there's ever a problem.

Please come to us, we'll make it right and then working with a supplier to resolve those issues. But when you're first starting it's tough. So you just have to have your own insurance policies in house of how am I going to take care of this customer if there's a problem?

I wish I had a better answer for you to be honest. I wish there was a better way to do it. But one thing you can do, hire somebody like Catherine or somebody else who has a service that goes and looks at your product in the warehouse. That can be helpful because they'll go and actually in person make sure that your products are up to speed. But if you're stateside and you're ordering from China, not much you can do except having really, really good customer service in the amount of product.

Yeah, I'm actually getting quite a good relationship with the supplier at the moment anyway. And they're actually going to, if there are any defects, they're actually going to replace them in the future if I order another batch, they'll actually add some free ones into that to cover any defects. But when you're actually dealing with the customer, would you just normally send a replacement free to them rather than handling the returns through Amazon?

Yeah, sometimes we'll refund them and send them an additional one. I mean, we try to go as above and beyond to make them happy as possible, but yes, just send them an additional one. Give them a partial refund, a full refund. Just make the decision now about how aggressive you're going to be in making sure that customer is happy and then just stick to that process. Okay, great question.

You talked earlier.

Sorry, let's keep going. You talked earlier about how you guys.

Found a better product from a different supplier.

I'm assuming that was in your yoga company, but did you guys create a.

New listing for it or did you just replace it?

Just replaced it.

In the case of the yoga mat, it was just. We could tell it was more. I could tell it was more durable.

It felt higher quality, and it had more give without compromising. I found it. Sound like a salesman. Go buy the Zen Active Yoga Mat. The new version is amazing. It is, it is. But no, we didn't update the listing. It was more like. In our case, we got. It was like, oh, this is what I always wanted it to. The other one was good, but this is like, this is what I always wanted it to be. So there was no need to update the listing. If you've got something like a supplement where you completely change the formula, then you've got to go make some listing changes. But I've had that experience where we changed out the formula. We still did not make a new listing. We just updated the listing. It was the same product. We just updated the formula, updated some of the copy to reflect the new benefits of the new formula. But I've never made.

A new listing or an updated product. I've never done that. I've just updated the existing list.

I agree with Brian of saying, go see your suppliers. If they're domestic or within reasonable traveling distance. Put that in the chat box. Well, we've done that. It's been a really good experience.

Oh, what's this one about a baby bottle? I actually have some insight on baby bottles.

I think there's a side conversation going if baby bottles would be a good line to get into. And a couple people are like, hey.

I was thinking about that too. Oh, I was thinking about that too. Okay. Well, baby in general, baby bottles, not a good business. Baby, good business. One of your products being baby bottles. Now we're talking. Don't go into a baby bottles business. That's way too. But a baby brand with bottles as some of your products sounds like a good business. You all know why, because you've read the hot niche report. But what specifically are they asking about? How do you differentiate that?

No. Cool, then I won't answer that question.

All right, cool. Then I won't comment further.

So, Ryan, you almost said that the baby bottle specifically would be too specific. So there's a certain level here. You have to keep a certain, you know, I don't know, a certain room open for more products.

So in that case, you wouldn't just. So you would say that baby in general here is better than just baby bottles. So somebody focusing. That's the focusing question I had earlier. You wouldn't recommend somebody focus specifically on baby bottles. In that case. That's way too specific.

Focus comes down to who the buyer is. That's where your focus is. Once you identify who the buyer is, you can go as general with the product as you want. Who's the buyer of. It's not babies buying things. If that's the case, if my daughter gets a job right out of the womb in a few weeks, that'll be really interesting. I didn't know the labor law is updated, but the buyer is the mom.

For example, you could make. You could make a.

So Pamela is environmentally conscious. She's vegan. And all of our products that we're buying are environmentally friendly as much as possible.

High end environmentally friendly. Everything's organic. That's a specific buyer. But we've bought diapers, cloths, bottles, changing tables across the board. But they all follow pretty much a common theme. At that point, you've identified a buyer. You can release as many different products as you want. You mentioned women's yoga line. Let's tweak that a bit. You're targeting women who do yoga. So you're maxed. Your supplements, if you want. Your clothing is all going to be directed towards women, but the products can be whatever you want.

The important thing is who is your buyer? And then you roll out. When you answer that question, all of a sudden the products that roll out becomes really, really simple.

Got it.

Cool.

Ryan, do you have any tips on writing the best heading for your listing?

The best headline for your listing? You got a P. Too much coffee. Too much coffee. The best headline for your listing.

There's different theories on this. Mine has always been to pick two or three keywords and to focus on those.

And to make them very benefit Heavy. The couple things that I have always included are ratings and guarantees in headlines. I've run into one issue where Amazon said, you can't do that. You can't put.

Ratings and guarantees in your listing. So I don't do it. If they tell me I can't, then I change it. Technically supposed to do that.

Do you go for longer headings rather than shorter ones?

I tested both and the difference is.

Modest at best. But I tend to err on the side of longer just because it takes me longer to get all the benefits that I want to get in there. So it's not a length issue. It's just I had this teacher in college, when she assigned a paper, they said, how long does it have to be? And she said, as long as it takes to do a good job. Same thing with a product headline. It's not a length issue. It's just how long does it take to get a benefit in there? Two or three keywords.

And. Or the guarantee or whatever copy you want to put in there. It's not a longer headline wins. It's who has the most quality headline. I would say you want to have the highest quality headline with the fewest characters as possible.

So that doesn't mean shorter headlines. It just means eliminate as much fat as possible. Because longer is not better. Higher quality is better. So say the most you can in the fewest amount of characters.

Okay.

We gotta wrap up. Final words. Sean, say something interesting.

I think the number one takeaway should.

Be, oh, sorry, this is the first time you have ever been like, I've got the interesting thing to say. This is history in the making.

Imperfect action is better than no action. So whenever you're trying to decide if you should do something or just sit there, don't sit there. Do something, do anything.

For those of you who are in week two or three of your business, your assignments are to order your inventory and start your listing according to the specifications that we talked about this week. I think that will put you ahead of most people who are participating in this round of starting your business.

And.

Final words. The Indians actually won a game last night. That's actually the news. Big news in my life.

And we were talking about baby products. My baby could arrive pretty much any. We are about to pop. So I might. You will hear from me if we have to move around to call or something, because.

We are about to pop.

I thought I would have, like, a really creative sign off, as I usually do, but it hasn't done at this point.

Could I share a quote with you, you can. It's actually from Winston Churchill. Please, if you're going through hell, keep going.

Amen, brother. And on that note, I'll make a book recommendation for the day. That's how we'll end going through the big leap, which is basically the central argument for the big leap is that we all have an upper limit and that when we have an idea of how good life can get and when we start to flirt with it, we sabotage to bring it back to a more comfortable level. He goes through what sabotage looks like, why we do it on a psychological level, and how to get around that. It's actually been very interesting. And I see this come up a lot in tribe members who will start to make sales or they start to make progress and they're like, ah, upper limit sabotage, shut down business refund, whatever course I bought, get out of here. Bail. And.

An upper limit problem, as the author of the big leak would say. So it's been great. I've been going through it every night and I've actually been really enjoying it. So thank you guys for joining us today and entertaining our scatterbrains. We will continue the conversation next week. Go ahead and post your questions as usual in the Facebook group. That is the best place for questions in between these meetings because you get group think on them, the whole group working on the question there. That's the best place to get help is in the Facebook group in between these meetings. Go to your assignments for the week and we will see you next Saturday. Thanks, guys. See ya. Cheers, guys. Cheers.