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Welcome to the e-commerce podcast
with me, your host, Matt Edmundson.

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The e-commerce podcast is all about
helping you deliver e-commerce.

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Wow.

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Now I am stoked, properly stoked
with today's guest, who is Tim

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Jordan from Private Label Legion.

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And we're going to chat about how
to choose a winning product idea

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every single time.

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And you know what, there is some
serious out of the box thinking

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going on here in this conversation.

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But before we get into it, let
me give a quick shout out to some

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of our past guests and episodes.

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And given that we are talking about how
to, you know, find these winning products,

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uh, I thought it would be great to mention
our first podcast, which was called how

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to sell personalized products through
drop shipping with Brian O'Donnell.

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Now this guy was an absolute
legend talking about.

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Maps and all kinds of things
that work super, super well.

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Again, out of the box thinking
personalized products podcast, number two

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to check out, uh, was a great conversation
with Maureen Mwangi, uh, from startup

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to growth is the title of that podcast.

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And Maureen, if you've been following
her on Instagram recently got married.

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So a huge congratulations to Maureen
and I hope the early months of

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marriage have been fantastic for you.

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This episode is brought to you by the
e-commerce cohort, which helps you to

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deliver e-commerce wow to your customers.

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Now I'm sure you've come across
a bunch of folks stuck with their

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e-commerce business, or maybe even
siloed and just to, you know, work

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in one or two areas and forgetting
the whole big picture of e-commerce.

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It's what I did.

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And it nearly cost.

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Everything.

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Uh, and I wish I had the e-commerce
cohort around at this point because

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it solves this particular problem.

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Uh, the e-commerce cohort is a
lightweight membership group with

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guided monthly sprints and cycle
through all the key areas of e-commerce.

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The sole purpose of the cohort is to
give you, uh, my e-commercer a friend,

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uh, clear, actionable jobs to be done

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so you know what to work,
when to work on it and get the

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support you need to get it done.

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So whether you're just starting out,
whether you're just launching a new

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business, if you are, by the way, do
check out e-commerce cohort because

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they've got a very special startup
sprint does for you when you join.

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And if like me, you've
been around for a while.

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And we just jump straight in, just jump
straight in with the main cohort and

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enjoy it and enjoy what comes out of it.

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Uh, if you want to know more about it,
check it out at e-commerce cohort.com.

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It's gearing up for its
founding member launch.

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It is almost there.

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You can taste it.

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Uh, so do check it out.

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Take advantage of the very special offers.

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And of course, if you've got any
questions about, cohort just email me

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directly at Matt@ecommercepodcast.net.

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I'd love to answer any questions
that you have because let me.

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I'm super proud of the e-commerce cohort.

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All of that said, grab your notebooks,
grab your pens, grab your cup of coffee,

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because you're not going to want to
miss this conversation with Tim Jordan.

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Well, I am here with Tim Jordan, who is a
serial entrepreneur and e-commerce expert.

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He has developed multiple online
brands as well as having helped

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hundreds and hundreds of other
sellers through training and coaching.

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In other words, A good
guy to have on the show.

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Yes, he is.

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He is also the host of the popular
am PM podcast, which I've been on.

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And you should definitely check it out.

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Not because I've been on it, but because
besides me, it is a really good podcast.

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Uh, Tim also works as
an executive strategist.

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That's not easy to say an executive
strategist, uh, for many service-based

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companies in the e-commerce industry.

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Um, he is an outside of the box thinker,
specializing in subjects, such as

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product research, brand development
and all that sort of good stuff.

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So I thought it'd be great to get
Tim on the show to talk about this

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whole stuff to do with products
and finding good products.

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Tim, thank you for joining us.

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Great to have you bud, how are we doing?

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I'm good, but I feel like
that intro was too generous.

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Yeah.

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Well, you know, it's always good
to big up your guests, right?

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So the expectations.

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I should be a guest more often.

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Yeah.

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Way to feel good about yourself just come
on the podcast and listen to the intro.

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I always feel whenever I go on other
people's shows, I'm always the same way.

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I'm like, that's a really nice
thing for you to say and thank you.

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And I'm just feeling pretty
good now about my life.

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So I appreciate that.

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Hey, listen.

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How was Paris?

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Paris was good, but it was exhausting.

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I was there in Paris at a private castle
for a, um, a very high level e-commerce

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mastermind, but it was one of, I
think, four stops on one big road trip.

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So I was in Missouri then,

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then London.

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Then I spent about a week in New
York city before I came home.

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So it's all a giant blur.

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I will say Paris was the best location
that I was at in the entire road trip.

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Um, it it's really hard to beat
a private castle in Normandy.

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And what were you doing
in a private castle?

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I mean, I saw the photos on Instagram,
so I was following along, but, um, yeah.

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Yeah.

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So, you know, high level masterminds
happen all the time and in any industry

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and in the Amazon space, there's almost
this game of one-upmanship between these

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mastermind coordinators, where they of
course bring in great speakers and they

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bring in really high level content.

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But the venue right now is what
everybody wants out of private

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castle and rented this whole castle.

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That was the construction started in
like 900 year, 900 was very, very old.

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Um, at the same castle, it
was the private hunting lodge.

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Of Henry the eighth and Louis the seventh
and all of these historical Kings,

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this was their private hunting castle.

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So it was pretty neat.

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Wow.

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So you had a big time
is what you're saying?

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Yeah, we had a good time.

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Oh, good man.

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Good, good.

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So how did you, uh, I mean pre
French Chateau, uh, you know, um,

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how did she get started in the
whole e-commerce aspect of things?

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I mean, what, w what was the starting
point to get you to the French castle?

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Well, it was completely by accident.

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I was a full-time firefighter

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for two years and was consistently
looking for side hustle, some side

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income, because we would work 24 hours
and then we would be off for 48 hours.

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So we essentially worked two days a week
and I eventually got into government

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procurement for the US state department.

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So all supplying products to the U S
government and learning how to source

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products, learning how to ship products.

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And we were shipping
stuff all over the world.

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And eventually I realized I had some
incredible pricing on wholesale products.

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And I thought, well, these
things that sell for $30 on

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Amazon, I can buy them for $3.

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Oh, wow.

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But I didn't even know
you could sell on Amazon.

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So I put a Craigslist ad.

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I don't know, in the UK, if you
know what Craigslist is terrible.

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Put a Craigslist ad out for someone
to teach me how to sell on eBay.

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And some guy walked in the office as
a response to my ad and he said, well,

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you need to learn how to sell on Amazon.

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And he started teaching me and, and, uh,
things went really, really fast, but.

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I also realized that I was kind of sitting
on a one legged stool, so to speak because

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I was selling these wholesale products
for a couple of years, doing tremendous

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numbers and really good profit margin.

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But at any time my supply
chain could have shut down.

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So I started walking down this
path of now that understand how.

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A little bit of how to sell.

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I had a lot to learn and I
understood that there was a willing

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audience that was ready to come
to these platforms and buy things.

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I want to figure out how to put my
own products, my own brands on them.

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And, um, things just went from there.

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So I ended up owning a
sourcing and shipping company.

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I've done some huge collaborative
content with other people.

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I've gotten to go to
basically every conference.

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It seems like there is out there and
listen to all these great speakers.

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I've made a lot of mistakes
myself with brands.

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I've had a few successes, but because I
had a shipping and sourcing company and a

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3PL company, I saw a lot of products come
across my dock and I would notice what

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was moving fast and what wasn't and the
things that seem to be the hottest sellers

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on Amazon were actually the things that I
would end up liquidating for my clients.

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They wouldn't move.

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So I started to pick up this.

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Almost like a fallacy, which is that
the hottest selling items on Amazon

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are what people want to be selling.

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And I started venturing into this
world of well, how do I find the

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fidget spinner before everybody
else finds the fidget spinner?

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I'm I the first one to launch
this now saturated products.

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And it, it took me a while.

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You know, I spent a lot of time
walking through markets like Yiwu and

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Canton Fair in China and comparing the
difference between what was hot there

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versus what wasn't even on Amazon.

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And then figuring out that the hot sellers
on Amazon weren't necessarily what I

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needed to sell, but the things that people
were looking for on Amazon and weren't

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there, are the things I want to sell.

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So I started learning to, instead
of looking up sales volume of

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existing products, start looking
at search volume for keywords.

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And then I came to this realization that
we don't sell products on a marketplace.

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We sell keywords on a marketplace and
things just kind of spiraled from there.

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So like you said, in the beginning,
I am an outside of the box thinker.

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Um, but it usually comes
after a lot of mistakes.

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I'm pretty stubborn.

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I had to do a lot of things the
wrong way, and then started figuring

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out, Hey, there's a different
way of doing things and that.

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Kind of started to move me in a
direction of being somewhat of

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a thought leader on this topic.

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Hmm.

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That's really interesting.

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I totally vibe with the whole stubborn
thing and you know, you've got to

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make the mistakes to figure it out.

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Uh, yes.

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Uh, I that's me right there.

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Um, And it's interesting because I mean
just going right back to, I've not been

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a firefighter, but I have, I have done
my fair share of time on an ambulance,

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uh, and you know, helping to deal with
sick people, um, which is, which is

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always, always just fond memories for me.

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Um, but what, what fascinates me in
that is you, you, in your journey is you

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talked about how there's this fallacy
that what's hot on Amazon is what people

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actually want to buy outside of Amazon.

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Um, and obviously you quickly realize
that it's not, did I understand, right.

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That you said that you had clients, um,
with container loads of product, that they

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were liquidating, but they were some of
the best sellers on Amazon at the time.

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Well, yes, but maybe the, maybe the
point that I miscommunicated was that the

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reason they were having to be liquidated
is because they weren't selling.

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Right.

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So the fallacy was.

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And it was a lot of training that
led people down this route, but go

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to Amazon, figure out what everybody
else is selling really well.

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Try to tweak your listing a
tiny bit to out-compete them and

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you should sell it well, too.

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Yeah.

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Well, the problem is all these
products become saturated.

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And I think that the reason people do
that is because we're human, right.

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We are just humans and we are scared
to jump into something that's unknown.

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So the analogy I've used before.

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Right.

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If I walk up to the edge of a cliff
and there's water at the bottom of

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the cliff, and it's a hundred feet
high, and this cliff is long, right?

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Let's say half a mile, long cliff down
to the water and everybody is jumping

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off of one spot and you watch them
jump off and they land and they come to

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the top and they're happy and they're
laughing and they climb back up and they

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do it again out of that half a mile long
cliff, if everybody's jumping in one

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spot, what spot do you want to jump out?

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If you want to jump in that same spot
cause you know, You don't know if

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there's rocks at the bottom, you don't
know if there's dangers at the bottom,

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you, you don't have any idea what the
conditions are in those other places.

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So we jump off the same part of the cliff
as everyone else, because it seems safe.

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And we do that.

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Or for a long time, we've done that
with a lot of different businesses, even

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like, like you could branch this into
any type of businesses, but specifically

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00:11:52,334 --> 00:11:55,214
in picking the product that you're
going to sell, we look at what's safe.

227
00:11:55,214 --> 00:11:57,714
So if everybody's selling
weighted Hoola hoops?

228
00:11:58,095 --> 00:11:58,395
Okay.

229
00:11:58,395 --> 00:11:59,265
There's a lot of demand.

230
00:11:59,265 --> 00:12:00,885
It's obvious that a lot of
people are selling these.

231
00:12:00,885 --> 00:12:03,285
I should sell these too a lot
of people are selling, you

232
00:12:03,285 --> 00:12:04,605
know, whatever the product is.

233
00:12:04,905 --> 00:12:08,235
It seems safer because there's
already social proof, right?

234
00:12:08,235 --> 00:12:09,585
People are proving that it works.

235
00:12:09,705 --> 00:12:13,605
And now what you don't see,
there's 800,000 people trying

236
00:12:13,605 --> 00:12:14,535
to sell that same product.

237
00:12:14,535 --> 00:12:15,735
And you're looking at the top 20.

238
00:12:16,785 --> 00:12:21,045
So what I started thinking was instead
of just randomly going and jumping

239
00:12:21,045 --> 00:12:24,540
off another piece of the cliff and
having that to myself, What if there

240
00:12:24,540 --> 00:12:26,730
is a way to test the waters, right?

241
00:12:26,730 --> 00:12:29,280
What if there is a way to figure out
that the water at the bottom of this

242
00:12:29,280 --> 00:12:32,970
other section was, uh, the section the
cliff was safe and then you could jump

243
00:12:32,970 --> 00:12:34,770
off of it with relatively low worry.

244
00:12:35,430 --> 00:12:38,760
And the things that we do to find those
products that are relatively safe, even

245
00:12:38,760 --> 00:12:43,310
if there's not a lot of social proof that
it is, are things like checking demand.

246
00:12:43,650 --> 00:12:45,300
So there's demand for
this specific product.

247
00:12:45,300 --> 00:12:45,840
It's not on there.

248
00:12:45,870 --> 00:12:46,830
That's good indicator.

249
00:12:46,830 --> 00:12:47,460
This is great.

250
00:12:47,910 --> 00:12:51,090
Find what's trending off of Amazon, find
products that are blowing up all over

251
00:12:51,090 --> 00:12:57,030
social media are all over Google or all
over Pinterest and take those ideas that

252
00:12:57,030 --> 00:12:59,790
are, that are very popular in those areas.

253
00:13:00,270 --> 00:13:03,930
And then confirm that there is demand for
them on Amazon, through keyword search

254
00:13:03,930 --> 00:13:06,720
volume, but very little to no competition.

255
00:13:07,380 --> 00:13:09,870
So, yeah, there might not be a lot
of sales history proving that this

256
00:13:09,870 --> 00:13:13,320
product will sell well, but we use other
evidence to prove that people want it.

257
00:13:13,380 --> 00:13:14,760
And if I get it up
there, it should be good.

258
00:13:15,390 --> 00:13:18,630
And it's tough because maybe, maybe
you find a product that's very popular

259
00:13:18,630 --> 00:13:22,830
on social media and there's one seller
on Amazon, but it's not selling well.

260
00:13:23,340 --> 00:13:24,870
Well, don't just assume
that yours wouldn't sell.

261
00:13:24,870 --> 00:13:25,320
Look at it.

262
00:13:25,350 --> 00:13:26,400
Is it priced too high?

263
00:13:26,400 --> 00:13:27,570
Is it a crappy listing?

264
00:13:27,870 --> 00:13:29,520
Are they consistently out of stock?

265
00:13:29,820 --> 00:13:30,960
Are they running PPC?

266
00:13:30,960 --> 00:13:33,180
And a lot of times what I
find is that this one product

267
00:13:33,180 --> 00:13:34,590
that's selling marginally well.

268
00:13:36,165 --> 00:13:37,665
Three times the price that it should be.

269
00:13:37,694 --> 00:13:39,675
They're out of stock 80% of the time.

270
00:13:40,035 --> 00:13:41,594
Uh, they've got one listing image.

271
00:13:41,895 --> 00:13:43,995
They're not running PPC nothing.

272
00:13:44,685 --> 00:13:46,905
And that's actually a good thing
because people will then look at that

273
00:13:46,905 --> 00:13:49,454
and say, oh, it must be a crappy seller
because this person's done it wrong.

274
00:13:49,574 --> 00:13:52,515
And the way I look at it is if they're
doing it wrong, I can do it right.

275
00:13:52,515 --> 00:13:55,365
But I've all this other evidence to
support that people want this product.

276
00:13:55,635 --> 00:13:57,734
If it's a good price, if it's
a good listing, if it's a good

277
00:13:57,734 --> 00:13:59,234
quality and if I can keep it in.

278
00:14:00,915 --> 00:14:04,845
So the product you mentioned a minute
ago was fidget spinners, which again,

279
00:14:04,845 --> 00:14:09,435
made me smile because it wasn't that long
ago someone came to me and said, Matt,

280
00:14:09,435 --> 00:14:10,905
I've got a container of fidget spinners.

281
00:14:10,905 --> 00:14:12,105
How am I going to offload these?

282
00:14:12,105 --> 00:14:14,025
I'm like, I don't know.

283
00:14:14,324 --> 00:14:15,285
I just don't know.

284
00:14:16,935 --> 00:14:17,295
Yeah.

285
00:14:18,435 --> 00:14:19,395
You're not going to sell them.

286
00:14:19,395 --> 00:14:19,905
That's for dang.

287
00:14:19,905 --> 00:14:20,115
Sure.

288
00:14:20,505 --> 00:14:22,905
Uh, you call that way,
way too late, right?

289
00:14:24,675 --> 00:14:29,265
So I, I, I get what I'm I
get what that looks like.

290
00:14:29,265 --> 00:14:32,865
This was a product that was in high
demand and very quickly, there were

291
00:14:33,045 --> 00:14:36,525
800,000 sellers all trying to sell
the same product for the same price,

292
00:14:36,824 --> 00:14:41,025
the same methodology on Amazon or on
their websites or wherever they were.

293
00:14:41,025 --> 00:14:42,675
And it became super competitive.

294
00:14:42,675 --> 00:14:48,495
And so, um, to use your cliff analogy,
it's like, If there's 20,000 people

295
00:14:48,495 --> 00:14:52,095
waiting to jump in that one spot, you're
going to jump once every now and again,

296
00:14:52,095 --> 00:14:55,485
aren't you, you're not going to get
your safe, but you got to wait in line.

297
00:14:55,725 --> 00:14:56,535
Yeah, exactly.

298
00:14:56,535 --> 00:14:59,225
And so the volume is going to be like.

299
00:14:59,535 --> 00:15:04,425
So have you, do you have an example
of a product that, um, that you've

300
00:15:04,425 --> 00:15:08,535
worked with that, you know, the fidget
spinner before it sort of took off?

301
00:15:08,535 --> 00:15:12,375
How did you, how did you find that I'll
even talk about the fidget spinner?

302
00:15:12,435 --> 00:15:15,194
The first time I saw one of those
fidget spinners was not on Amazon.

303
00:15:15,194 --> 00:15:18,795
It wasn't when my kid brought one home
from school, it was in Yiwu, China.

304
00:15:19,275 --> 00:15:20,474
So I used to go around this market.

305
00:15:21,240 --> 00:15:23,339
It's an amazing place,
when China opens back up.

306
00:15:23,339 --> 00:15:26,520
I can't wait to go back, but as
I'm walking through this market

307
00:15:26,520 --> 00:15:29,040
Yiwu, China, all of the vendors
were playing with these things.

308
00:15:29,160 --> 00:15:30,630
They had them, they're
spinning them in their hand.

309
00:15:30,630 --> 00:15:32,520
They were telling me,
this is a hot seller.

310
00:15:32,520 --> 00:15:34,020
People want these, you should buy these.

311
00:15:34,020 --> 00:15:35,819
And they're giving me samples
and I'm even walking around the

312
00:15:35,819 --> 00:15:36,839
market, playing with these things.

313
00:15:36,839 --> 00:15:37,410
I can't stop.

314
00:15:37,860 --> 00:15:42,630
So I went back to my hotel and I checked
jungle scout, right at the time I was

315
00:15:42,630 --> 00:15:46,979
using, like, I call it the quote unquote
jungle scout method of selling, meaning

316
00:15:46,979 --> 00:15:48,959
I would look at existing sales volume.

317
00:15:49,290 --> 00:15:52,469
So I went to Amazon and I figured out
this thing was called a fidget spinner.

318
00:15:52,859 --> 00:15:56,550
And like I found one listing in
that one listing had poor sales.

319
00:15:57,150 --> 00:15:58,469
It was a crappy listing process.

320
00:15:58,979 --> 00:16:01,349
So in my mind, I'm thinking,
well, everybody here says it's

321
00:16:01,349 --> 00:16:03,780
a hot item, but they're wrong
because on Amazon, it's not a.

322
00:16:04,574 --> 00:16:07,275
There's one crappy seller
and he barely sells any.

323
00:16:08,204 --> 00:16:13,305
If I could go back to that time and know
what to look for, then what I know to

324
00:16:13,305 --> 00:16:14,925
look for now, which is search volume.

325
00:16:15,495 --> 00:16:19,215
What I probably would have found
is that 60 or 70,000 people a month

326
00:16:19,245 --> 00:16:20,655
or searching for that product.

327
00:16:21,105 --> 00:16:22,905
But the only reason there was one seller.

328
00:16:24,075 --> 00:16:27,555
Everybody else was out of stock or nobody
knew there was a demand or that crappy

329
00:16:27,555 --> 00:16:28,715
seller wasn't keeping them stocked,

330
00:16:28,715 --> 00:16:29,745
I didn't know what they were doing.

331
00:16:30,075 --> 00:16:32,145
And I could have realized
that I was in that golden hour

332
00:16:32,145 --> 00:16:33,225
where everybody wanted it.

333
00:16:33,255 --> 00:16:35,355
Nobody could get it, but nobody
realized people wanted it.

334
00:16:35,955 --> 00:16:36,345
Right.

335
00:16:36,525 --> 00:16:38,025
And yes, it became a saturated product.

336
00:16:38,025 --> 00:16:40,515
I wouldn't have sold it forever,
but what if I could have been

337
00:16:40,515 --> 00:16:41,535
one of the first on Amazon?

338
00:16:42,045 --> 00:16:44,025
All I had to do was keep my
position for the first year in

339
00:16:44,025 --> 00:16:45,555
organic sales and I'd own Fiji.

340
00:16:49,500 --> 00:16:54,000
Um, so that's when I started realizing
like this quote unquote jungle scout

341
00:16:54,000 --> 00:16:57,630
method, not just picking on jungle
scout, but, but they used to teach, you

342
00:16:57,630 --> 00:17:00,840
know, when that came out, they said,
the way you sell on Amazon a product

343
00:17:00,840 --> 00:17:04,170
is you go and see whatever else is
selling well, and you replicate it.

344
00:17:04,170 --> 00:17:06,660
Like that was the jungle
scout methods still is really.

345
00:17:07,280 --> 00:17:08,819
And I just think that's a problem.

346
00:17:09,089 --> 00:17:10,710
So then I took that kind of.

347
00:17:11,520 --> 00:17:15,360
Idea of the fallacy of the fidget spinner.

348
00:17:15,840 --> 00:17:19,650
And I started trying to figure out how
else can I find this early, my next, my

349
00:17:19,650 --> 00:17:24,870
next one that I found in Yiwu that was
actually a success was I started just

350
00:17:24,870 --> 00:17:28,170
walking around these markets Canton
Fair Yiwu and just documenting products.

351
00:17:29,280 --> 00:17:30,170
They might not be products.

352
00:17:30,210 --> 00:17:31,020
I knew anything about.

353
00:17:31,050 --> 00:17:32,910
They might not have been
something I'd ever seen before.

354
00:17:32,910 --> 00:17:35,130
They might not be something that were
even in a niche that I was selling.

355
00:17:35,430 --> 00:17:36,900
I was just filling up a catalog.

356
00:17:36,930 --> 00:17:40,650
In fact, I don't think you've seen
that video, but I think I have.

357
00:17:42,629 --> 00:17:43,679
One of my catalog.

358
00:17:45,270 --> 00:17:47,669
So I used to take people to
China all the time in groups.

359
00:17:48,270 --> 00:17:49,590
I'll pull this thing out in years.

360
00:17:50,100 --> 00:17:52,469
And what I would do is I would give
everybody a notebook like this.

361
00:17:53,280 --> 00:17:56,610
And this notebook was literally
just to document products.

362
00:17:56,669 --> 00:17:58,139
So I put a sticker in it.

363
00:17:58,290 --> 00:18:00,959
That was a cheat sheet, how to
avoid things, what to avoid.

364
00:18:01,530 --> 00:18:07,590
And in this notebook, I would walk into
vendors con I really haven't picked

365
00:18:07,590 --> 00:18:08,610
this notebook up in like five years.

366
00:18:08,969 --> 00:18:09,810
I would walk into these.

367
00:18:10,725 --> 00:18:13,365
And I would write down the different
items that they had and I would

368
00:18:13,365 --> 00:18:14,415
put their business card on it.

369
00:18:14,925 --> 00:18:16,305
So this is just ideas.

370
00:18:16,635 --> 00:18:18,855
So rustic ladders, rough pricing.

371
00:18:19,245 --> 00:18:22,815
Um, I put their business card,
Chinese Chestnut sticks and rustic.

372
00:18:24,179 --> 00:18:27,060
That doesn't really mean anything, but
I could do that really, really fast.

373
00:18:27,419 --> 00:18:30,449
And then what I'll do is I'll fill
these notebooks up with 500 product

374
00:18:30,449 --> 00:18:36,120
ideas, and then I would go back, sit
on my computer, attach keywords to

375
00:18:36,120 --> 00:18:40,379
the product ideas and see if there's
keyword demand that item rustic ladder.

376
00:18:41,010 --> 00:18:42,960
That's not the item I was going
to mention, but that was one

377
00:18:42,960 --> 00:18:44,370
of my best sellers on Amazon.

378
00:18:44,460 --> 00:18:48,090
I would sell these rustic blanket
ladders that were like six feet long.

379
00:18:48,330 --> 00:18:49,800
Everybody said don't sell oversize items.

380
00:18:49,800 --> 00:18:50,490
They were massive.

381
00:18:51,330 --> 00:18:54,000
I was like the only guy on Amazon for
like two years selling these things.

382
00:18:54,210 --> 00:18:55,200
And there were a massive.

383
00:18:56,084 --> 00:18:58,965
So I got the product idea just by looking
at something going, this is interesting.

384
00:18:58,965 --> 00:18:59,564
What is it?

385
00:18:59,774 --> 00:19:01,274
Let's find a keyword that attaches to it.

386
00:19:01,274 --> 00:19:02,504
See if there's keyword demand.

387
00:19:02,895 --> 00:19:04,814
And I sold a mountain of those things.

388
00:19:05,385 --> 00:19:08,804
Um, there was another product that I did
well on which I was just walking to the

389
00:19:08,804 --> 00:19:10,514
hardware section, just picking stuff up.

390
00:19:10,574 --> 00:19:13,304
And my rule is if I pick it up and
look at it a document, it, I don't know

391
00:19:13,304 --> 00:19:16,605
what it is, but if I picked it up, it
must've caught my eye and I picked up.

392
00:19:17,669 --> 00:19:19,919
These D these huge D-ring shackles.

393
00:19:20,100 --> 00:19:20,250
Okay.

394
00:19:20,250 --> 00:19:21,300
There were stainless steel.

395
00:19:21,659 --> 00:19:26,340
It's like a, it looks like a D and
it's got a pin that goes through and

396
00:19:26,340 --> 00:19:30,659
screws in, and it's like, used for like
lifting things or for like truckers.

397
00:19:31,320 --> 00:19:33,179
And I thought, this is cool.

398
00:19:33,179 --> 00:19:34,649
I'm playing with it's
nice stainless steel.

399
00:19:34,649 --> 00:19:35,340
It's like a dollar.

400
00:19:35,730 --> 00:19:36,810
So I throw that in my notebook.

401
00:19:36,840 --> 00:19:40,530
And when I was going through and
looking for different ways to use those

402
00:19:40,530 --> 00:19:44,790
things in keywords, I didn't even see
it on Amazon, but I saw that off of

403
00:19:44,790 --> 00:19:49,980
Amazon, those things were a big item on
Pinterest in the front bumpers of Jeeps.

404
00:19:50,100 --> 00:19:53,280
So everybody that has a Jeep Wrangler
has two little tow hooks and they

405
00:19:53,280 --> 00:19:56,040
were taking those D-rings and just
hanging in there cause they look cool.

406
00:19:56,940 --> 00:19:58,980
So what they're doing is going to a
hardware store and buying these things.

407
00:19:58,980 --> 00:19:59,880
And I thought, well, this is weird.

408
00:19:59,880 --> 00:20:01,500
So I track this for
like two or three weeks.

409
00:20:01,830 --> 00:20:05,220
And when I would type like
stainless steel D-ring on

410
00:20:05,370 --> 00:20:07,230
Pinterest, it was pictures of Jeeps.

411
00:20:07,590 --> 00:20:08,580
I would type it on YouTube.

412
00:20:09,555 --> 00:20:11,055
Videos of people putting them on Jeeps.

413
00:20:11,295 --> 00:20:12,405
But I went to Amazon.

414
00:20:12,645 --> 00:20:13,755
It had nothing to do with Jeeps.

415
00:20:13,755 --> 00:20:16,965
It was just stainless steel
D-rings for hardware use.

416
00:20:17,565 --> 00:20:19,785
So I literally bought half
a container of these things,

417
00:20:19,785 --> 00:20:21,365
which by the way, is very heavy.

418
00:20:21,495 --> 00:20:25,455
Didn't realize that that didn't have big
enough to lift these pallets out container

419
00:20:25,875 --> 00:20:27,975
rental forklift that day brought them in.

420
00:20:27,975 --> 00:20:31,015
And I literally just changed the
listing out for Jeep Wrangler bumper.

421
00:20:32,295 --> 00:20:33,995
And then I did like
different colored versions.

422
00:20:33,995 --> 00:20:37,275
So like a bright red one, or a bright
white one to match the color paint scheme.

423
00:20:37,635 --> 00:20:42,165
I probably sold 40,000 of those
stupid D-rings and I never would have

424
00:20:42,165 --> 00:20:43,725
even known that was a use for them.

425
00:20:44,415 --> 00:20:47,175
Unless I had found the product,
picked it up and said, what is this?

426
00:20:47,415 --> 00:20:49,515
And then went and found what
was trending off of Amazon.

427
00:20:50,355 --> 00:20:52,784
And then it was the first to launch
it on Amazon under that purpose.

428
00:20:53,085 --> 00:20:53,415
Yeah.

429
00:20:54,435 --> 00:20:55,544
That's really fascinating.

430
00:20:55,875 --> 00:20:59,865
So there, I guess I you've kind of
preempted one of my questions here,

431
00:20:59,865 --> 00:21:03,075
because it was, I was curious to know
where you got your inspiration for

432
00:21:03,165 --> 00:21:05,835
products from, because you mentioned
a couple of times the markets in

433
00:21:05,835 --> 00:21:07,325
China, and I was curious to know.

434
00:21:07,939 --> 00:21:08,959
Outside of that.

435
00:21:08,959 --> 00:21:11,179
Where could people go to get
inspiration, but then you

436
00:21:11,179 --> 00:21:12,260
talked about the hardware store.

437
00:21:12,260 --> 00:21:15,260
So in reality, there's
inspiration everywhere.

438
00:21:15,260 --> 00:21:15,679
Is that fair?

439
00:21:15,770 --> 00:21:16,010
Yeah.

440
00:21:16,010 --> 00:21:17,780
So there's online and offline places.

441
00:21:17,840 --> 00:21:22,790
I love offline places because I like
getting around picking stuff up, um, you

442
00:21:22,790 --> 00:21:24,919
know, seeing what other people are doing.

443
00:21:25,310 --> 00:21:29,149
So for offline, I love
the trade shows in China.

444
00:21:29,149 --> 00:21:32,240
So Yiwu and Canton Fair,
I'm going back to India.

445
00:21:32,240 --> 00:21:32,780
This October.

446
00:21:33,675 --> 00:21:36,044
On a sourcing trip where we're going.

447
00:21:36,044 --> 00:21:39,135
I went there in 2019 to like
the home and handicraft show.

448
00:21:39,405 --> 00:21:43,995
It's the biggest in the world in Delhi,
India, like thousands of thousands

449
00:21:43,995 --> 00:21:48,314
of vendors of some of the nicest home
decor and like, like handicraft products

450
00:21:48,314 --> 00:21:50,115
you've ever seen and I'll walk around.

451
00:21:50,115 --> 00:21:51,975
And last time I was there,
I literally found products.

452
00:21:51,975 --> 00:21:53,445
I'd never seen, didn't
know what they were.

453
00:21:53,475 --> 00:21:57,435
I had to like use Google to figure out the
keywords and realize these were in demand.

454
00:21:57,435 --> 00:22:01,995
And there was no none on Amazon and the
U S I love going to trade shows like.

455
00:22:03,075 --> 00:22:07,725
Which is in Vegas, or I love going to
the toy fairs or I love going to the,

456
00:22:07,725 --> 00:22:09,435
um, like the home show in Atlanta.

457
00:22:09,795 --> 00:22:12,735
Now, when I go into these trade
shows, I don't have the same typical

458
00:22:12,735 --> 00:22:16,845
method that people typically do for
trade shows, which is walk in and

459
00:22:17,655 --> 00:22:19,305
try to buy wholesale and resell it.

460
00:22:19,335 --> 00:22:22,215
No, I'm just looking for
inspiration for product ideas.

461
00:22:22,485 --> 00:22:22,665
Okay.

462
00:22:22,685 --> 00:22:24,645
Because the people in those
trade shows that have brands

463
00:22:24,645 --> 00:22:25,365
they're doing the research.

464
00:22:26,265 --> 00:22:28,275
I don't need to research, you know,
what's trending, I'll have to just

465
00:22:28,275 --> 00:22:29,535
walk around and look at their booths.

466
00:22:29,895 --> 00:22:33,435
If there's a booth of people that are
selling plush, plush, animals or toys.

467
00:22:34,395 --> 00:22:37,455
I know that in that booth, they are
prioritizing the real estate that

468
00:22:37,455 --> 00:22:42,000
they have the front shelf., that's eye
level is what they think is the highest

469
00:22:42,000 --> 00:22:44,040
value real estate in their booth.

470
00:22:44,639 --> 00:22:46,920
So I look at that spot and say,
what are they prioritizing?

471
00:22:46,920 --> 00:22:50,370
And if they sell stuffed animals, I don't
ever want to sell stuffed animals, but

472
00:22:50,370 --> 00:22:53,430
out of all those variations, I realize
what they're prioritizing and it's oh,

473
00:22:53,430 --> 00:22:55,740
they're prioritizing koalas and narwhals.

474
00:22:55,800 --> 00:22:56,910
You know what a narwhal is Matt?

475
00:22:57,270 --> 00:22:58,230
I have no idea.

476
00:22:58,260 --> 00:22:59,430
I know what a Koala is.

477
00:22:59,430 --> 00:23:00,630
A unicorn of the sea.

478
00:23:00,630 --> 00:23:02,640
It's that whale with
like a big unicorn horn.

479
00:23:03,390 --> 00:23:04,080
Yeah.

480
00:23:04,500 --> 00:23:07,950
So like two or three years ago, I
was walking around with ASD plush

481
00:23:07,950 --> 00:23:12,540
toys and like every single plush
toy manufacturer was focusing on

482
00:23:12,600 --> 00:23:15,020
and prioritizing those narwhals.

483
00:23:15,420 --> 00:23:16,590
Now this is so bizarre.

484
00:23:16,770 --> 00:23:19,290
Well, I went on Amazon and sure
enough, there weren't a lot of

485
00:23:19,290 --> 00:23:22,680
listings for narwhal themed items,
but the keywords were out of.

486
00:23:23,534 --> 00:23:29,955
So I started printing narwhal themed
birthday party supplies, super easy

487
00:23:29,955 --> 00:23:32,264
to find birthday party supply vendors.

488
00:23:32,534 --> 00:23:37,365
So paper plates with narwhals,
um, balloons with narwhals, uh,

489
00:23:37,635 --> 00:23:39,845
picnic table covers with narwhals.

490
00:23:40,334 --> 00:23:44,070
And I was the first one to launch
narhwal themed birthday supplies.

491
00:23:44,070 --> 00:23:46,740
And for about nine months, I was all
to myself until people figured out what

492
00:23:46,740 --> 00:23:49,360
I was doing it caught on, but I would
have never known that narwhals is going

493
00:23:49,380 --> 00:23:53,370
to be a hot item, unless I look at what
someone else was doing, use their research

494
00:23:54,345 --> 00:23:56,535
and was told basically like this is hot.

495
00:23:56,985 --> 00:23:58,935
And then I was able to confirm
it with the keyword data.

496
00:23:59,535 --> 00:24:03,405
Now online, I love going to
places like Pinterest Etsy.

497
00:24:03,735 --> 00:24:05,775
I like going to social curation sites.

498
00:24:05,835 --> 00:24:07,755
I like sites like fancy.com.

499
00:24:08,055 --> 00:24:10,845
You can go to fancy and it's
literally site of just trending items.

500
00:24:11,205 --> 00:24:16,095
Um, even on Reddit, there are a
lot of subreddits where people

501
00:24:16,095 --> 00:24:17,325
just brag about cool products.

502
00:24:17,325 --> 00:24:18,645
There's one called shut up and take my.

503
00:24:19,890 --> 00:24:22,770
We're literally, it's just people
going, oh my gosh, this is so cool.

504
00:24:22,770 --> 00:24:25,860
And a lot of it's like weird chintzy
stuff or very expensive stuff, but

505
00:24:25,860 --> 00:24:28,590
occasionally you get an idea and go,
well, like why do I continue to see

506
00:24:28,590 --> 00:24:30,390
products on here that are similar?

507
00:24:30,390 --> 00:24:35,370
So back in about 2017, me and another
business partner happened on this egg

508
00:24:35,820 --> 00:24:40,410
and chicken niche because all these
yuppies in the U S are putting chickens

509
00:24:40,410 --> 00:24:41,790
in their backyard, in their neighborhoods.

510
00:24:42,120 --> 00:24:42,450
Right.

511
00:24:42,570 --> 00:24:42,930
Right.

512
00:24:43,170 --> 00:24:46,410
So we started selling coop
supplies, egg trays, a cloth.

513
00:24:47,145 --> 00:24:47,685
All this stuff.

514
00:24:47,685 --> 00:24:51,495
If you've watched project X from,
um, uh, with helium 10 that I did,

515
00:24:51,495 --> 00:24:53,385
we did a wooden egg tray, right?

516
00:24:53,385 --> 00:24:56,115
Because at the time all of that stuff
was trending really, really hot,

517
00:24:56,115 --> 00:24:58,695
but I, would've never known that
if I wasn't looking off Amazon and

518
00:24:58,695 --> 00:25:02,835
seeing just consistent, consistent
indicators that like, Hey, this niche

519
00:25:02,835 --> 00:25:04,275
is trending or something like that.

520
00:25:04,635 --> 00:25:08,835
Um, I also love going to places
like subscription box services.

521
00:25:09,135 --> 00:25:13,155
If you go to crate joy.com, CRATE J O Y.

522
00:25:13,155 --> 00:25:14,835
It's a marketplace for subscription boxes.

523
00:25:15,330 --> 00:25:19,230
And start stocking all those subscription
boxes, the big ones, literally you're

524
00:25:19,230 --> 00:25:22,770
spending no, no telling how much money
on product research to figure out what

525
00:25:22,770 --> 00:25:24,360
trending products to put in their box.

526
00:25:24,810 --> 00:25:26,550
So look at their boxes,
see what they put in it.

527
00:25:26,550 --> 00:25:28,860
You know, that's a trending item, right?

528
00:25:28,860 --> 00:25:34,200
It's fairly simple concept, but
the hard part is then taking that

529
00:25:34,260 --> 00:25:40,170
indication or those clues, and then
transferring them to actually validate.

530
00:25:40,980 --> 00:25:41,580
On Amazon.

531
00:25:41,580 --> 00:25:43,889
So that's when you have to take
the product idea, find the keyword

532
00:25:43,889 --> 00:25:48,179
that relates to it, check keyword
demand, or keyword search volume

533
00:25:48,209 --> 00:25:50,220
versus competitive product demand.

534
00:25:50,250 --> 00:25:53,459
And then you start to find those
products that people are looking for.

535
00:25:53,459 --> 00:25:53,879
And they're just not.

536
00:25:55,170 --> 00:25:59,760
So I, well that's, I mean, thank you for
all that insight, super helpful in terms

537
00:25:59,760 --> 00:26:01,320
of where you get the inspiration from.

538
00:26:01,320 --> 00:26:04,950
So you've gone from putting the
product in your, in your notebook

539
00:26:04,950 --> 00:26:08,160
there, you've got the inspiration
and then you're checking keywords.

540
00:26:08,640 --> 00:26:12,270
And you said, um, uh, I think it
was about the, the ladders that the

541
00:26:12,270 --> 00:26:13,590
keywords were out of this world.

542
00:26:13,770 --> 00:26:14,070
Right.

543
00:26:14,700 --> 00:26:17,790
Um, and you talk about checking
keyword, search volume.

544
00:26:19,830 --> 00:26:21,629
How do people do that?

545
00:26:21,629 --> 00:26:24,570
How do you, how do you actually
check keyword search volume?

546
00:26:24,570 --> 00:26:26,010
Is there software that I need?

547
00:26:26,010 --> 00:26:27,929
Is there a website that I go to?

548
00:26:27,929 --> 00:26:29,610
What's what's what's the plan.

549
00:26:29,939 --> 00:26:30,210
Yeah.

550
00:26:30,210 --> 00:26:32,250
So there are, there are software tools.

551
00:26:32,250 --> 00:26:33,450
There's a lot of them out there.

552
00:26:33,720 --> 00:26:37,260
Um, right now I'm getting really
interested in seller tools, seller.tools

553
00:26:37,679 --> 00:26:40,110
that I basically can use that software.

554
00:26:40,139 --> 00:26:44,189
I can type in a specific keyword
and it will tell me how many people

555
00:26:44,189 --> 00:26:46,290
essentially monthly search that keyword.

556
00:26:47,040 --> 00:26:49,050
As well as related keywords.

557
00:26:49,650 --> 00:26:52,020
So if I don't know what
something's called, right.

558
00:26:52,290 --> 00:26:53,940
I've got my podcast microphone here.

559
00:26:54,090 --> 00:26:54,320
Why?

560
00:26:54,330 --> 00:26:56,010
No, this is called a podcast microphone.

561
00:26:56,310 --> 00:26:59,490
But if I type in that keyword in one
of these tools, it's going to say X

562
00:26:59,490 --> 00:27:02,340
amount of people a month are searching
for a podcast microphone, but they're

563
00:27:02,340 --> 00:27:03,750
also searching these other keywords.

564
00:27:04,050 --> 00:27:06,540
And some of them are very specific
and some of them are more broad.

565
00:27:06,540 --> 00:27:06,750
So.

566
00:27:07,310 --> 00:27:11,389
Podcast accessories or audio suc
accessories, but I'll also see that

567
00:27:11,389 --> 00:27:13,040
it's not just a podcast microphone.

568
00:27:13,070 --> 00:27:14,450
It's a microphone for podcasts.

569
00:27:14,450 --> 00:27:18,860
It's a blue snowball, uh, podcast
microphone, blue snowball microphone,

570
00:27:19,730 --> 00:27:24,320
microphone for podcasting USB
microphone for podcasting.

571
00:27:24,470 --> 00:27:24,770
Right?

572
00:27:25,100 --> 00:27:28,250
So every one of those search
terms that directly describe.

573
00:27:29,085 --> 00:27:32,054
Product is all real
estate that I can occupy.

574
00:27:32,835 --> 00:27:34,905
So again, you're not selling a
product, you're selling a keyword.

575
00:27:34,905 --> 00:27:37,635
So if I can find 15 keywords
that specifically talk about

576
00:27:37,635 --> 00:27:39,705
this product, or describe this
product that are highly relevant.

577
00:27:40,185 --> 00:27:43,814
Now I've got 15 opportunities to sell
because there's 15 search results, 15

578
00:27:43,814 --> 00:27:45,675
pages, 15 clicks, and I'm bidding on.

579
00:27:46,425 --> 00:27:46,875
Right?

580
00:27:47,445 --> 00:27:50,024
So that software helps me
figure out what all of that is.

581
00:27:50,715 --> 00:27:51,764
And so that was sorry.

582
00:27:51,764 --> 00:27:52,665
seller.tools.

583
00:27:54,255 --> 00:27:57,615
Um, and are there any other pieces of
software that people should check out

584
00:27:57,615 --> 00:27:59,295
or is it just focus on that one for now?

585
00:28:00,015 --> 00:28:01,305
Um, man, there's a ton.

586
00:28:01,605 --> 00:28:04,485
I think that when it comes to
product research, I think that's

587
00:28:04,485 --> 00:28:05,625
a really good place to start.

588
00:28:06,225 --> 00:28:11,655
Um, there is a cool tool that I like
specifically for sorting searches on

589
00:28:11,715 --> 00:28:15,855
Etsy, which is cool because Etsy is
usually about a year ahead on some

590
00:28:15,855 --> 00:28:17,895
products than Amazon, as far as trends.

591
00:28:17,895 --> 00:28:18,345
And it's called.

592
00:28:19,665 --> 00:28:20,115
Okay.

593
00:28:20,145 --> 00:28:23,445
Marmalade is a pretty cool tool that
not many people talk about and I don't

594
00:28:23,445 --> 00:28:27,405
sell on Etsy, but I use marmalade
to search on Etsy for trending items

595
00:28:27,405 --> 00:28:30,765
that I would then correlate over to
Amazon and see if it's in demand.

596
00:28:32,230 --> 00:28:32,920
That's interesting.

597
00:28:32,950 --> 00:28:34,790
I've not heard of marmalade,
so I'm definitely going,

598
00:28:34,790 --> 00:28:35,740
gonna check that one out.

599
00:28:35,770 --> 00:28:37,660
I'm a, I'm curious to see that one there.

600
00:28:37,900 --> 00:28:39,370
I don't settle on Etsy either.

601
00:28:39,460 --> 00:28:40,629
Um, at least not yet.

602
00:28:40,960 --> 00:28:45,640
Um, so I'll go check it out, but, uh,
so that's like, so you, you're checking,

603
00:28:45,640 --> 00:28:47,110
you're looking for these different search.

604
00:28:47,110 --> 00:28:49,660
Well, are you predominantly
searching on Amazon?

605
00:28:49,870 --> 00:28:52,540
Uh, the, the search volumes
or are you looking at Amazon?

606
00:28:52,540 --> 00:28:53,710
Are you looking at Google?

607
00:28:54,730 --> 00:28:56,260
I'm going to sell it on Amazon.

608
00:28:56,470 --> 00:28:58,780
I'm I'm looking on Amazon now.

609
00:28:58,810 --> 00:29:00,610
I will also like to.

610
00:29:02,030 --> 00:29:06,229
Verify that this demand is increasing
across all of the interwebs, so to speak.

611
00:29:06,290 --> 00:29:09,919
So I will also go to like
Google trends and Google trends.

612
00:29:09,919 --> 00:29:13,219
Doesn't give me a specific search
volume, but if I see that historical

613
00:29:13,370 --> 00:29:17,479
search volume for a keyword has
increased on Amazon, I like to see

614
00:29:17,479 --> 00:29:18,919
that it's also increased on Google.

615
00:29:19,620 --> 00:29:19,820
Right?

616
00:29:19,820 --> 00:29:22,429
Cause sometimes there's a weird
fluctuation of the software read something

617
00:29:22,429 --> 00:29:23,510
differently or something like that.

618
00:29:23,840 --> 00:29:27,020
So to be honest with you, there's real.

619
00:29:27,020 --> 00:29:30,389
No, there's really no indication of
what a perfect, product is hmm, right.

620
00:29:30,389 --> 00:29:33,120
There's no piece of software that
says, yes, this product will make you

621
00:29:33,120 --> 00:29:35,850
money or yes, this is not competitive
or yes, this has search volume.

622
00:29:36,540 --> 00:29:38,730
Um, there are tools that have
tried to do that and it's all junk.

623
00:29:38,760 --> 00:29:39,240
It doesn't work.

624
00:29:39,780 --> 00:29:43,169
So when I talk about pieces of
evidence, like, so I'd like to see

625
00:29:43,169 --> 00:29:45,870
that the Google trend is the same as
the Amazon search playing Trump, but

626
00:29:45,870 --> 00:29:47,189
it's not a make or break deal for me.

627
00:29:47,790 --> 00:29:54,480
Um, I came up with this, this hypothesis,
um, that is related to a medical condition

628
00:29:54,480 --> 00:29:56,669
that my wife has called Marfan syndrome.

629
00:29:56,790 --> 00:29:57,120
Have you ever heard.

630
00:29:57,870 --> 00:29:58,350
No.

631
00:29:58,875 --> 00:30:02,415
So Marfan syndrome, the most, the
two most prominent people with

632
00:30:02,415 --> 00:30:06,015
Marfan syndrome, Abraham Lincoln and
Michael Phelps, the Olympic swimmer.

633
00:30:06,465 --> 00:30:06,945
Okay.

634
00:30:07,305 --> 00:30:12,375
And Marfan syndrome is a
connective tissue disorder.

635
00:30:13,785 --> 00:30:19,215
So the reason that people need to know
if they have Marfan syndrome is it could

636
00:30:19,215 --> 00:30:20,985
affect their aorta, serve a few years.

637
00:30:20,985 --> 00:30:23,895
You need to go get a echocardiogram
to make sure your aorta is not

638
00:30:23,895 --> 00:30:26,505
to, not about to rupture and.

639
00:30:28,504 --> 00:30:33,844
Marfan syndrome is not a disease and
it's not actually able to be diagnosed.

640
00:30:34,504 --> 00:30:34,745
Okay.

641
00:30:34,745 --> 00:30:35,465
So hear me out.

642
00:30:36,185 --> 00:30:39,094
So when my wife was having
problems with her joints, her

643
00:30:39,094 --> 00:30:40,354
knees would come out of socket.

644
00:30:40,385 --> 00:30:42,695
Her shoulders would come out of
socket and we didn't understand why.

645
00:30:42,844 --> 00:30:43,115
Right.

646
00:30:43,115 --> 00:30:44,945
They would just dislocate very easily.

647
00:30:46,084 --> 00:30:48,875
She eventually talked to the specialist,
said, let's find out if you have

648
00:30:48,875 --> 00:30:52,534
Marfan syndrome because Marfan syndrome
would explain why you're connected

649
00:30:52,564 --> 00:30:53,625
while your joints are commands.

650
00:30:53,635 --> 00:30:54,215
So there's connected.

651
00:30:55,110 --> 00:30:55,770
Weakness.

652
00:30:55,800 --> 00:30:57,810
And if there is, we also need
to start monitoring your heart

653
00:30:57,810 --> 00:30:58,690
health, your cardiac health.

654
00:30:58,860 --> 00:30:59,340
She said, okay.

655
00:30:59,820 --> 00:31:02,160
So she went to a specialist that
specializes in this syndrome.

656
00:31:03,330 --> 00:31:07,710
And at the end of this big diagnosis,
they were not able to tell her if she

657
00:31:07,710 --> 00:31:10,800
had Marfan syndrome or not, but they
were able to say, we believe you do.

658
00:31:10,800 --> 00:31:14,820
So we're going to treat you as if
you do so Marfan syndrome, it is

659
00:31:14,820 --> 00:31:16,500
not tracked through DNA markers.

660
00:31:16,530 --> 00:31:17,640
It's not a blood test.

661
00:31:17,640 --> 00:31:19,680
It's, there's nothing
that actually diagnosed.

662
00:31:20,655 --> 00:31:24,315
Except for a series of indicators.

663
00:31:24,795 --> 00:31:27,705
So when the doctor meets with
you, they have a list of like 200

664
00:31:27,705 --> 00:31:29,085
potential things with your body.

665
00:31:29,505 --> 00:31:32,655
So one of them, for example,
is that your wingspan tip to

666
00:31:32,655 --> 00:31:34,125
tip fingers is longer than.

667
00:31:35,600 --> 00:31:36,050
Okay.

668
00:31:36,320 --> 00:31:37,550
Most people, that's not the case.

669
00:31:37,580 --> 00:31:40,429
My wife is two inches
wider than she is tall.

670
00:31:40,669 --> 00:31:41,929
And she's like five foot nine.

671
00:31:41,929 --> 00:31:42,770
And she's a tall woman.

672
00:31:43,129 --> 00:31:45,800
So like Michael Phelps has
ridiculously long arms.

673
00:31:46,100 --> 00:31:48,290
That would explain why he's so well, yeah.

674
00:31:48,290 --> 00:31:51,949
So what they do is they go through this,
this check, this list of check boxes.

675
00:31:52,250 --> 00:31:59,050
And at the end they will say, okay,
based on 200 data points, we believe.

676
00:32:00,045 --> 00:32:03,315
With reasonable certainty
that you have Marfan syndrome.

677
00:32:03,315 --> 00:32:05,415
So we're going to treat you as
if you have Marfan syndrome.

678
00:32:06,075 --> 00:32:07,605
We can't diagnose you for sure.

679
00:32:07,635 --> 00:32:08,625
There's no DNA marker.

680
00:32:08,625 --> 00:32:09,525
There's no blood test.

681
00:32:09,525 --> 00:32:12,525
There's nothing, but because you hit
this many indicators, we're going

682
00:32:12,525 --> 00:32:13,695
to proceed as if you have more.

683
00:32:14,610 --> 00:32:18,540
Yeah, picking the right product to sell
on Amazon or online is the exact same.

684
00:32:18,990 --> 00:32:20,370
There is no perfect diagnosis.

685
00:32:20,370 --> 00:32:23,370
There's no piece of software that
will spit out a result and say, if

686
00:32:23,370 --> 00:32:25,710
you start selling this product, you
will make money and you'll be happy.

687
00:32:26,220 --> 00:32:29,730
So what we do is we look at as many
checkboxes as we can, and we look at as

688
00:32:29,730 --> 00:32:33,240
many pieces of evidence and we try to
build up enough of an argument to where

689
00:32:33,240 --> 00:32:37,800
at the end of this research, we can say,
we don't know for sure, but I'm pretty

690
00:32:37,800 --> 00:32:39,780
dang confident that this is going to work.

691
00:32:40,410 --> 00:32:43,130
So going back to like the Google trends,
that's not a make it or break it.

692
00:32:44,175 --> 00:32:44,595
Right.

693
00:32:44,625 --> 00:32:49,875
But if the Google trends, um, like
growth, you know, line matches the Amazon

694
00:32:49,875 --> 00:32:51,195
one, that's just another indicator.

695
00:32:51,195 --> 00:32:52,035
This is looking good.

696
00:32:52,635 --> 00:32:52,905
Right.

697
00:32:52,905 --> 00:32:54,465
I also do things like I go to Alibaba.

698
00:32:54,465 --> 00:32:58,125
If I found a product that's trending
on social media is not really selling

699
00:32:58,125 --> 00:33:00,765
on Amazon, but I think that, I think
it's just, there's not a good offer.

700
00:33:01,545 --> 00:33:05,055
I'll take those same keywords and
type them into Alibaba because

701
00:33:05,055 --> 00:33:09,875
Alibaba's search engine is exactly
like Amazon and Google and Alibaba's

702
00:33:09,875 --> 00:33:11,085
sellers are just like Amazon.

703
00:33:11,909 --> 00:33:15,179
If we, as Amazon sellers see a
ton of people requesting a fidget

704
00:33:15,179 --> 00:33:17,850
spinner, a bunch of us are going
to start selling fidget spinners.

705
00:33:17,909 --> 00:33:18,270
Right?

706
00:33:18,899 --> 00:33:23,850
So when Amazon sellers or e-commerce
sellers are doing this research, maybe

707
00:33:23,850 --> 00:33:27,120
I found a product there's one that, that
I actually walked away from right before

708
00:33:27,120 --> 00:33:28,260
it got too competitive called a burrito.

709
00:33:29,115 --> 00:33:31,425
It's a blanket that looks
and shaped like a burrito.

710
00:33:31,544 --> 00:33:32,625
It's like a tortilla.

711
00:33:32,625 --> 00:33:34,695
It was a . Yeah.

712
00:33:34,814 --> 00:33:35,145
Yeah.

713
00:33:35,415 --> 00:33:36,225
You got one for your daughter.

714
00:33:36,225 --> 00:33:38,735
You said I need to get
one she would love it.

715
00:33:38,735 --> 00:33:39,495
Tortilla blanket.

716
00:33:40,185 --> 00:33:42,794
So they were blowing up
all over social media.

717
00:33:43,004 --> 00:33:46,125
The search volume was ridiculously
high on Amazon, but nobody

718
00:33:46,125 --> 00:33:46,905
was really selling them.

719
00:33:47,534 --> 00:33:51,105
So I went to Ali Baba and I typed
burrito blanket and there was like

720
00:33:51,165 --> 00:33:54,165
200 search results of the exact
same thing from different vendors.

721
00:33:54,705 --> 00:33:55,195
So what that.

722
00:33:55,985 --> 00:33:59,885
Is it so many people that identified
the niche or the product they were

723
00:33:59,885 --> 00:34:04,505
then going to Alibaba and typing it
in, looking for a supplier and Ali Baba

724
00:34:04,505 --> 00:34:06,395
has tools that track search volume too.

725
00:34:06,665 --> 00:34:09,185
So I meant that so many people were
going to Ali-Baba to search for a

726
00:34:09,185 --> 00:34:12,785
burrito blanket that all these vendors
started selling burrito blankets.

727
00:34:12,875 --> 00:34:16,264
And that was an indicator to me that,
Hey, this is probably about to be real.

728
00:34:17,534 --> 00:34:20,025
'cause I couldn't see that maybe
50 people already had containers

729
00:34:20,025 --> 00:34:21,165
full of these things on the water.

730
00:34:21,614 --> 00:34:24,675
Sure enough, three months later, there's
90 listings of already blankets on Amazon.

731
00:34:25,215 --> 00:34:27,525
So did the Amazon results proved me?

732
00:34:27,525 --> 00:34:28,245
It was a bad idea.

733
00:34:28,635 --> 00:34:32,715
No, but it was one indicator
that I could start beginning to

734
00:34:32,715 --> 00:34:35,475
reasonably deduce a specific outcome.

735
00:34:35,745 --> 00:34:36,045
Right.

736
00:34:36,045 --> 00:34:36,975
So there's no guaranteed.

737
00:34:36,975 --> 00:34:37,425
Yes or no.

738
00:34:37,455 --> 00:34:39,315
You just look as many
pieces of data as you can.

739
00:34:39,525 --> 00:34:40,645
And try to find that Marfan.

740
00:34:41,534 --> 00:34:41,955
Yep.

741
00:34:42,225 --> 00:34:43,665
No, that totally makes sense.

742
00:34:43,665 --> 00:34:48,315
So some of, some of these key indicators
for you are obviously the search volume

743
00:34:48,585 --> 00:34:50,174
that you mentioned, your checking demand.

744
00:34:50,174 --> 00:34:53,924
You're looking at Google trends, you're
looking across social media platforms.

745
00:34:53,924 --> 00:34:58,735
You're looking at sites like Alibaba
to see what's going on there.

746
00:34:59,055 --> 00:35:01,605
Trying to figure out, are there
already 50 containers of this on

747
00:35:01,605 --> 00:35:03,975
the seas, sailing to San Francisco.

748
00:35:05,715 --> 00:35:08,265
What is, what are some of the
other markers, or are they sort

749
00:35:08,265 --> 00:35:09,525
of the main ones that you look at?

750
00:35:10,245 --> 00:35:11,565
Uh, those are kind of the first ones.

751
00:35:11,565 --> 00:35:14,055
There's other markers
like human interaction.

752
00:35:14,505 --> 00:35:17,655
So I can go in and if I'm thinking
about launching a product that I'm not

753
00:35:17,655 --> 00:35:21,135
familiar with, and I'm not sure people
actually want it, I can get into niche,

754
00:35:21,165 --> 00:35:25,845
Facebook groups and not spam, but just
sneak into these groups and say, Hey,

755
00:35:25,845 --> 00:35:26,865
has anybody ever seen one of these?

756
00:35:26,865 --> 00:35:30,195
I think this is cool and get
reactions, or I can use a tool, like

757
00:35:30,225 --> 00:35:33,405
pick Fu and ask what people want.

758
00:35:33,405 --> 00:35:38,250
So if I found a niche opportunity for
a wooden version of something else.

759
00:35:38,250 --> 00:35:39,660
Let's say there's a toy that's plastic.

760
00:35:39,660 --> 00:35:42,000
And it looks like people are
looking for a Montessori version.

761
00:35:42,000 --> 00:35:42,540
That's wood.

762
00:35:43,020 --> 00:35:46,649
I can go to a place like pic Fu and
show a plastic version, just snip a

763
00:35:46,660 --> 00:35:51,089
shot from another Amazon listing, have
a wooden version that I've stolen a

764
00:35:51,089 --> 00:35:54,450
picture from Pinterest, put them side
by side and say, if the plastic version

765
00:35:54,450 --> 00:35:57,899
was $10 and the wooden version was 30,
which would you be more likely to buy?

766
00:35:58,259 --> 00:36:02,190
And I can run that pick fu poll
and if everybody says no way, I'd

767
00:36:02,190 --> 00:36:05,820
pay 30 for a wooden version, then
I kind of have an answer, right.

768
00:36:05,850 --> 00:36:08,130
So I can, I can do human testing that way.

769
00:36:08,550 --> 00:36:13,860
Um, some of the other things I do is
I also check for, um, seasonality.

770
00:36:14,490 --> 00:36:19,050
So there are a lot of products that
are very seasonal, meaning I'll see

771
00:36:19,050 --> 00:36:21,960
search volume that spikes up really,
really high, but there's only a few

772
00:36:21,960 --> 00:36:26,070
listings and I can go back to those
listings and check historical BSR

773
00:36:26,070 --> 00:36:28,560
data to figure out is it consistently

774
00:36:28,950 --> 00:36:29,400
seasonal.

775
00:36:29,400 --> 00:36:31,529
So is this an item that sells
really well in the spring?

776
00:36:31,859 --> 00:36:36,330
Cause I'll see high search volume
for like strawberry baskets for one

777
00:36:36,330 --> 00:36:38,670
month out of the year it's strawberry
harvesting season, where everybody buys

778
00:36:38,670 --> 00:36:41,430
a basket and dresses their little kids
up and cute outfits and goes to the

779
00:36:41,430 --> 00:36:42,900
strawberry patch and pick strawberries.

780
00:36:43,680 --> 00:36:43,920
Right.

781
00:36:43,920 --> 00:36:46,799
So I have to be careful about seasonality
because I could look at search volume.

782
00:36:46,810 --> 00:36:49,130
See there's only two sellers,
strawberry baskets, 50,000 people

783
00:36:49,170 --> 00:36:51,240
went searching for it, but then
the rest of the year I'm stuck.

784
00:36:52,095 --> 00:36:52,365
Yeah.

785
00:36:52,395 --> 00:36:52,634
Right.

786
00:36:52,634 --> 00:36:55,575
So also check seasonal, um,
kind of historical data.

787
00:36:55,965 --> 00:36:59,715
Um, I will also go through and make
sure that there's no patents because

788
00:36:59,715 --> 00:37:01,335
sometimes I'll find an incredible product.

789
00:37:01,335 --> 00:37:04,185
There's only one seller everybody's
looking for this item and then I can

790
00:37:04,194 --> 00:37:05,565
find out, oh, it's actually patented.

791
00:37:05,565 --> 00:37:11,535
An example of that is what's called a bug,
a salt, B U G hyphen, a hyphen S a L T.

792
00:37:11,835 --> 00:37:14,535
It's a gun like a toy
gun that shoots salt.

793
00:37:15,225 --> 00:37:19,260
And what it's used for is like shooting
flies instead of walking around the

794
00:37:19,260 --> 00:37:23,190
flyswatter, this little gun with
a spring, spring loaded mechanism,

795
00:37:23,520 --> 00:37:25,290
shoots out little grains of table salt.

796
00:37:25,950 --> 00:37:29,370
So like, if you have flies in your
house, you put your 10 year old kid

797
00:37:29,580 --> 00:37:30,840
to, to battle with these things.

798
00:37:30,840 --> 00:37:33,330
And he walks around shooting flies
with salt and its dones, the flies.

799
00:37:33,330 --> 00:37:34,020
You throw them outside.

800
00:37:34,650 --> 00:37:34,890
Right?

801
00:37:35,280 --> 00:37:37,770
Well, it was like blowing up
through the roof and I saw all

802
00:37:37,770 --> 00:37:39,690
these keywords for like salt gun.

803
00:37:40,260 --> 00:37:42,750
What the heck is assault gun
people that know the brand name.

804
00:37:43,110 --> 00:37:45,120
And there are products that
are in like the hardware.

805
00:37:46,005 --> 00:37:50,835
That literally are like, um,
paint, sprayers, uh, or I'm sorry.

806
00:37:50,835 --> 00:37:53,655
They're like, there they go on the
end of your water hose and it mixes

807
00:37:53,655 --> 00:37:57,375
with a desalination, the desolidity
thing, and you spray it on your

808
00:37:57,375 --> 00:37:59,115
boat right there, all that stuff.

809
00:37:59,115 --> 00:38:02,355
But what I figured out was like, people
were actually looking for that salt gun.

810
00:38:02,625 --> 00:38:05,175
And then I went to Google patents and
looked for buggy salt and realized that.

811
00:38:06,345 --> 00:38:09,404
Uh, all sorts of utility
patents and all sorts of, um,

812
00:38:09,435 --> 00:38:11,805
you know, uh, design patents.

813
00:38:11,834 --> 00:38:14,924
But if I went to Alibaba,
there was 50 knockoff versions.

814
00:38:14,984 --> 00:38:17,204
And if I didn't know, to look at the
patents, I'm out about what one of

815
00:38:17,204 --> 00:38:20,595
the knockoff versions and tried it,
you know, cause they're just knockoffs

816
00:38:20,625 --> 00:38:22,935
that would have sold like crazy.

817
00:38:22,995 --> 00:38:24,944
But I had to check there
was a patent, right?

818
00:38:24,944 --> 00:38:27,285
So just lots of little things you
look at as the list of like probably

819
00:38:27,285 --> 00:38:31,484
50 things and just go, I think
this will work or I don't think.

820
00:38:32,445 --> 00:38:32,735
Yeah.

821
00:38:32,735 --> 00:38:33,345
Yeah, yeah.

822
00:38:33,375 --> 00:38:33,945
And I take it.

823
00:38:33,945 --> 00:38:37,095
Your, um, your list of finding
products is evolving all the time.

824
00:38:37,095 --> 00:38:37,395
Isn't it?

825
00:38:37,395 --> 00:38:39,515
Because everything's
changing the market's moving.

826
00:38:40,545 --> 00:38:45,465
And, um, and this is, I guess, why you're
constantly going to trade shows, right?

827
00:38:45,495 --> 00:38:50,835
Because you're actually physically seeing
things is quite a helpful, just physically

828
00:38:50,835 --> 00:38:54,645
seeing things, but physically seeing
trends and listening to what people say.

829
00:38:54,645 --> 00:38:55,605
There's an example.

830
00:38:57,075 --> 00:39:00,315
I don't have it here, but I went to
a fashion show a few years ago in

831
00:39:00,315 --> 00:39:05,174
Vegas and I don't, this may shock
some listeners if you know me, but

832
00:39:05,174 --> 00:39:06,555
I'm not a very fashionable guy.

833
00:39:06,705 --> 00:39:07,605
I'm not very trendy.

834
00:39:07,634 --> 00:39:10,665
I'm in gym shorts, like
sneakers and a t-shirt.

835
00:39:10,665 --> 00:39:11,475
That's how I get to work everyday.

836
00:39:11,895 --> 00:39:16,005
But I'm walking through this trade
show that showing off high-end designer

837
00:39:16,005 --> 00:39:17,415
women's accessories and purses.

838
00:39:18,345 --> 00:39:20,505
I don't know anything about
women's purses, but I did notice

839
00:39:20,505 --> 00:39:23,835
that my, eye kept being caught
by this unique texture on these.

840
00:39:25,065 --> 00:39:28,875
And like a lot of these vendors
had like their prime show piece

841
00:39:28,965 --> 00:39:30,915
at the very corner is purse.

842
00:39:31,395 --> 00:39:33,765
And I would walk up and touch it
and realize this wasn't leather.

843
00:39:34,755 --> 00:39:36,165
So I started asking what's this material.

844
00:39:36,165 --> 00:39:37,125
They said, oh, it's cork.

845
00:39:38,445 --> 00:39:41,625
So court apparently is a
vegan leather alternative,

846
00:39:42,675 --> 00:39:44,085
and it's tougher than leather.

847
00:39:44,475 --> 00:39:46,335
It's, you know, sustainable.

848
00:39:46,365 --> 00:39:47,985
You don't have to kill a cow to get it.

849
00:39:49,755 --> 00:39:53,565
All of these very high fashion
brands, we're seeing a demand

850
00:39:53,565 --> 00:39:55,215
for vegan leather options.

851
00:39:55,215 --> 00:39:57,515
It still feels like leather and
it looks kind of like leather.

852
00:39:57,625 --> 00:40:01,125
It's beautiful to replace
leather and accessories.

853
00:40:01,545 --> 00:40:02,745
So of course I went to Amazon.

854
00:40:02,745 --> 00:40:05,475
There was nothing, there were no
cork accessories, nothing, but

855
00:40:05,475 --> 00:40:06,495
there are people looking for it.

856
00:40:06,945 --> 00:40:12,195
There was a keyword at the time that
people were looking for cork bow tie for.

857
00:40:14,035 --> 00:40:15,595
There was not a single one on Amazon.

858
00:40:15,595 --> 00:40:18,865
Never had been a listing on Amazon,
but off of Amazon, a place like

859
00:40:18,865 --> 00:40:20,995
Pinterest, it was like a big trend.

860
00:40:20,995 --> 00:40:22,944
Like guys would get these cork bow ties.

861
00:40:23,665 --> 00:40:25,435
So I was the first guy
to launch a cork bow tie.

862
00:40:25,645 --> 00:40:27,205
And it was like, no PPC.

863
00:40:27,205 --> 00:40:28,254
I'd lo I'd listed.

864
00:40:28,285 --> 00:40:31,734
Like I got the first 500 units from
India and it's like, within three

865
00:40:31,734 --> 00:40:33,955
weeks I'm sold out at like $40.

866
00:40:33,955 --> 00:40:37,975
And my cost was probably $5
landed and no PPC, it just blew.

867
00:40:38,694 --> 00:40:39,024
Right.

868
00:40:39,024 --> 00:40:40,584
So then I started selling cork.

869
00:40:42,045 --> 00:40:46,424
Passport holders and cork belts and
cork, uh, clutches for women and makeup

870
00:40:46,424 --> 00:40:47,895
bags for women and all this stuff.

871
00:40:47,955 --> 00:40:48,255
Right.

872
00:40:48,285 --> 00:40:51,705
I eventually ended up selling that
brand, but if I hadn't gone to

873
00:40:51,705 --> 00:40:54,495
a trade show and seen this crazy
material and said, what is this?

874
00:40:54,884 --> 00:40:55,575
And then what's crazy.

875
00:40:55,575 --> 00:40:57,705
Is those vendors openly
tell you everything.

876
00:40:58,260 --> 00:40:59,960
They don't see, they're
trying to sell their products.

877
00:40:59,960 --> 00:41:01,020
So they're telling you that again.

878
00:41:01,440 --> 00:41:01,680
Yeah.

879
00:41:01,680 --> 00:41:04,450
We saw at Paris fashion
week, this was a big thing.

880
00:41:04,450 --> 00:41:07,920
And right now we're seeing a big demand
all over Google and we're running Google

881
00:41:07,920 --> 00:41:11,340
ads for vegan, leather alternatives or
vegan leather or leather alternatives.

882
00:41:11,340 --> 00:41:13,210
Like they literally just
told me everything they know.

883
00:41:13,210 --> 00:41:14,760
And I walked out of there
and like, okay, that's cool.

884
00:41:14,850 --> 00:41:16,349
I went back and  confirm people
are looking forward to Amazon.

885
00:41:16,349 --> 00:41:17,279
I was the first on Amazon.

886
00:41:18,659 --> 00:41:19,619
That is fascinating.

887
00:41:19,950 --> 00:41:21,119
But you here's the thing.

888
00:41:21,149 --> 00:41:21,389
Right?

889
00:41:21,389 --> 00:41:25,200
You are all your stories so far
are you putting things on Amazon?

890
00:41:25,200 --> 00:41:26,189
You're not putting them on.

891
00:41:27,014 --> 00:41:28,664
And what I would call an e-commerce site.

892
00:41:28,954 --> 00:41:34,454
And as in, you're not buying
Timsveganpurses.com and, and

893
00:41:34,454 --> 00:41:37,154
doing that, or are you, is it
just literally you're focusing on

894
00:41:37,154 --> 00:41:38,774
Amazon with this sort of strategy?

895
00:41:38,894 --> 00:41:39,824
It, it varies.

896
00:41:39,824 --> 00:41:41,804
That's like asking how
long a piece of string is.

897
00:41:42,134 --> 00:41:42,344
Right.

898
00:41:42,344 --> 00:41:43,034
It always varies.

899
00:41:43,214 --> 00:41:45,304
There are some products
that just suck on Amazon.

900
00:41:45,749 --> 00:41:47,999
There are some products that have
to be direct to consumer, or they're

901
00:41:47,999 --> 00:41:49,410
better on Walmart than Amazon.

902
00:41:49,829 --> 00:41:53,129
Generally, I talk about Amazon a lot
because I think that Amazon is typically

903
00:41:53,129 --> 00:41:55,620
the best way to get started in e-commerce.

904
00:41:55,919 --> 00:41:59,459
And if your existing brand it's
additional sales, I tell, you know,

905
00:41:59,459 --> 00:42:02,970
I I'm, I guess I'm kind of big in
the Amazon space, but I tell people

906
00:42:02,970 --> 00:42:04,109
all the time, stop being Amazon.

907
00:42:05,819 --> 00:42:10,904
I was at a conference in New York, there
was 500 people in this room and in New

908
00:42:10,904 --> 00:42:14,939
York and Brooklyn in this zip code that
I was in this neighborhood, that zip code

909
00:42:14,939 --> 00:42:19,739
represents like three and a half percent
of all third-party sales on Amazon, like

910
00:42:19,769 --> 00:42:22,079
billions of dollars just in that room.

911
00:42:22,829 --> 00:42:24,539
And I said, stop being an Amazon seller.

912
00:42:24,839 --> 00:42:26,039
And everybody looked
at me like I was crazy.

913
00:42:26,069 --> 00:42:28,349
And I said, be a product
seller that sells on.

914
00:42:29,955 --> 00:42:30,225
Right.

915
00:42:30,225 --> 00:42:31,515
So Amazon is a tool.

916
00:42:31,605 --> 00:42:34,455
Amazon is a great tool if you're
bootstrapping it and just getting

917
00:42:34,455 --> 00:42:36,825
started and trying to figure out
how to do this wild, crazy thing.

918
00:42:37,214 --> 00:42:40,655
Amazon has a lot of the resources
and infrastructure that's good.

919
00:42:41,384 --> 00:42:43,095
Um, Amazon is pretty competitive.

920
00:42:43,095 --> 00:42:46,035
So for some products that will
never work, um, some people need to

921
00:42:46,035 --> 00:42:48,555
start on Etsy or some people need
to start on Zulily or some people

922
00:42:48,555 --> 00:42:50,384
just need to start with a website.

923
00:42:50,785 --> 00:42:53,115
One of the coolest products that I've
seen the past couple of years of product

924
00:42:53,115 --> 00:42:56,014
called a wet sleeve,  W E T S L E V E.

925
00:42:56,404 --> 00:42:57,365
It's a patented product.

926
00:42:57,365 --> 00:43:00,904
It's a water bottle for active
people that slides on your forearm.

927
00:43:00,914 --> 00:43:03,624
So if you're skateboarding and it's
got one of those little like bite

928
00:43:03,624 --> 00:43:06,634
valves and nipples, like a Camelback
would have, but you don't have a big,

929
00:43:06,634 --> 00:43:07,854
heavy backpack, it's just your arm.

930
00:43:07,954 --> 00:43:08,764
So rock climbers.

931
00:43:09,919 --> 00:43:14,499
Skateboarders surfers and you just bite
on your arm and suck the water out.

932
00:43:14,659 --> 00:43:17,389
It's a really cool product, but it
was a disaster on Amazon because

933
00:43:17,389 --> 00:43:18,379
nobody knew to look for it.

934
00:43:18,439 --> 00:43:20,029
There was zero keywords for it.

935
00:43:20,479 --> 00:43:24,859
So we were trying to sell it as a running
water bottle or water bottle for running.

936
00:43:25,339 --> 00:43:25,669
Right.

937
00:43:25,669 --> 00:43:27,979
But when people go looking for a
water bottle for running, they're

938
00:43:27,979 --> 00:43:31,649
looking for like a, like a waist pack
that has water bottles, not that.

939
00:43:32,299 --> 00:43:34,759
So on Amazon, there's just not
enough demand for, and it's too

940
00:43:34,759 --> 00:43:36,499
specific and it's hard to cross sell.

941
00:43:36,649 --> 00:43:38,209
So that is like a direct consumer.

942
00:43:39,439 --> 00:43:39,769
Right.

943
00:43:39,769 --> 00:43:42,499
So there's not like a one
size fits all, but I do.

944
00:43:42,619 --> 00:43:49,279
I would say that generally speaking,
Amazon continues to be the most frequent

945
00:43:49,369 --> 00:43:55,669
pathway to success for launching
e-commerce products or for adding

946
00:43:55,669 --> 00:43:59,929
additional scalability and sales to
existing brands that are sold elsewhere.

947
00:43:59,929 --> 00:44:00,259
Online.

948
00:44:02,864 --> 00:44:04,244
That's a very fair point.

949
00:44:04,574 --> 00:44:09,224
Uh, it is a fair point and I, um, I
have definitely no argument with that.

950
00:44:09,714 --> 00:44:18,814
Uh, I'm just really curious to understand
how you, um, hi, how do you decide, you

951
00:44:18,814 --> 00:44:20,134
know, you've got this product over here.

952
00:44:20,134 --> 00:44:22,114
You're going to sell that on Amazon.

953
00:44:22,474 --> 00:44:26,524
How do you decide if you're going to
then run that on a website as well, um,

954
00:44:26,554 --> 00:44:30,634
and go direct to consumer, or is there a
thought process behind that or is it just.

955
00:44:31,384 --> 00:44:33,424
Uh, an intuition that you have.

956
00:44:33,844 --> 00:44:33,954
Yeah.

957
00:44:33,954 --> 00:44:35,224
It's a little bit of an intuition.

958
00:44:35,224 --> 00:44:37,564
You know, there's some products that are
just going to sell on Amazon and there's

959
00:44:37,564 --> 00:44:38,764
no point in taking them off of there.

960
00:44:39,304 --> 00:44:42,304
I sold a woman's shoe,
accessory of boot shoe tree.

961
00:44:42,694 --> 00:44:45,544
It's this long thing that fits in
tall boots because these women have

962
00:44:45,544 --> 00:44:48,514
these like tall, like knee-high
leather boots or calf leather boots.

963
00:44:48,514 --> 00:44:50,914
When you put them in your closet, they
fall over and it creases the leather.

964
00:44:51,274 --> 00:44:53,134
It's just these plastic
inserts that just hold them up.

965
00:44:53,134 --> 00:44:53,374
Right.

966
00:44:54,074 --> 00:44:55,124
Stupidest thing I've ever seen.

967
00:44:55,824 --> 00:44:58,834
But man I sold a lot of those and
there was like, I could buy those

968
00:44:58,834 --> 00:45:00,455
from China, put my label on them.

969
00:45:00,455 --> 00:45:03,924
There were 90 cents landed at
FBA for a pair I was selling

970
00:45:03,944 --> 00:45:06,334
for like 1999 for years.

971
00:45:06,935 --> 00:45:10,115
And a lot of them, like, I could barely
keep those things in stock containers

972
00:45:10,115 --> 00:45:11,254
and containers of these things.

973
00:45:11,794 --> 00:45:15,575
Well, I didn't have any other
women's shoe accessories to sell.

974
00:45:16,384 --> 00:45:16,685
Right.

975
00:45:16,685 --> 00:45:20,404
So like if I built a website for that, it
would be almost pointless because yeah.

976
00:45:20,404 --> 00:45:22,024
I could drive traffic
to there from Google.

977
00:45:22,789 --> 00:45:26,179
The real value of an independent
website is to build that audience

978
00:45:26,329 --> 00:45:27,679
to increase lifetime value.

979
00:45:28,099 --> 00:45:30,740
So my opinion is setting up a
website for one ancillary product.

980
00:45:30,740 --> 00:45:32,659
Doesn't make much sense because
then you can't cross sell.

981
00:45:33,169 --> 00:45:35,299
I can maybe sell them more of those,
but honestly, there's going to, if

982
00:45:35,299 --> 00:45:37,220
they want them, there's going to come
back to Amazon and buy them again.

983
00:45:37,759 --> 00:45:38,059
Right?

984
00:45:38,059 --> 00:45:42,979
So the product, the brand, the community,
the niche, all that's going to depend if

985
00:45:42,979 --> 00:45:47,539
I go D to C or not typically speaking,
if I can go wide, but not deep on Amazon,

986
00:45:47,539 --> 00:45:50,974
meaning just a bunch of random products
and then they will eventually show up

987
00:45:51,004 --> 00:45:52,744
as brands like I'll wake up one day.

988
00:45:52,804 --> 00:45:55,894
I had a line of products that
was cigar and like pipe smoking

989
00:45:55,894 --> 00:45:56,914
accessories, really cool.

990
00:45:56,914 --> 00:46:00,064
Bougie kind of millennial, lots
of Leatherwood, rustic stuff.

991
00:46:00,724 --> 00:46:01,354
I had one.

992
00:46:01,354 --> 00:46:03,364
Then I had another, then I had
another, and one day I woke up

993
00:46:03,364 --> 00:46:04,624
and I had like seven products.

994
00:46:05,104 --> 00:46:05,604
Oh crap.

995
00:46:05,704 --> 00:46:09,064
I actually have a catalog of
products now that are related.

996
00:46:09,574 --> 00:46:12,364
And then we went and did like
really expensive photo shoots and

997
00:46:12,364 --> 00:46:15,154
set up a website and we started
reaching out and eventually got

998
00:46:15,154 --> 00:46:18,504
those into subscription boxes too.

999
00:46:18,964 --> 00:46:21,154
I typically wait until I
have a cross sell off either.

1000
00:46:21,154 --> 00:46:24,214
I wait till I have a cross sell
opportunity where it makes sense to

1001
00:46:24,214 --> 00:46:29,134
acquire that audience, because I can
raise the LTV of each purchase by cross

1002
00:46:29,134 --> 00:46:32,854
selling and reselling and having the list,
or it has to be a product that just will

1003
00:46:32,854 --> 00:46:37,294
not work on Amazon, but I'm pretty sure
that I can drive like paid traffic to it.

1004
00:46:37,654 --> 00:46:41,134
You know, if I can run these crazy Google
Ads or Tik TOK, influencer campaigns,

1005
00:46:41,164 --> 00:46:44,764
driving to a website where I might
have a one product purchase funnel.

1006
00:46:46,704 --> 00:46:47,544
That's really interesting.

1007
00:46:47,904 --> 00:46:53,034
So if you, uh, um, uh, if you were
talking to someone who's listening to

1008
00:46:53,034 --> 00:46:54,264
the show, who's going, that's great.

1009
00:46:54,264 --> 00:46:57,115
I'm going to go in and do some
research, but I don't really have

1010
00:46:57,115 --> 00:46:58,704
an experience in selling on Amazon.

1011
00:46:58,704 --> 00:46:59,294
Where would they.

1012
00:47:00,229 --> 00:47:01,879
Where would they go to learn that?

1013
00:47:01,879 --> 00:47:04,609
Are there courses that you would
recommend is there websites that

1014
00:47:04,609 --> 00:47:05,929
you would recommend people head to?

1015
00:47:06,529 --> 00:47:08,839
Ooh, that's a tough, that's
a dangerous question to ask.

1016
00:47:08,839 --> 00:47:10,669
If people want to learn to sell
on Amazon, where do they go?

1017
00:47:10,969 --> 00:47:13,039
Um, and I'll say it's a tough
question for a few reasons.

1018
00:47:13,039 --> 00:47:15,769
One is there are a lot of
different ways to sell on Amazon.

1019
00:47:16,429 --> 00:47:18,950
There are arbitrage sellers
that are wholesale sellers.

1020
00:47:18,950 --> 00:47:23,929
There are, um, private label sellers that,
that are essentially finding something,

1021
00:47:23,929 --> 00:47:25,039
putting their sticker on selling it.

1022
00:47:25,249 --> 00:47:28,759
There's also large brands that want
to then convert to selling on Amazon

1023
00:47:28,759 --> 00:47:29,990
and every method is different.

1024
00:47:30,049 --> 00:47:34,429
Every product is different, every, uh,
amount of resources that you have, if

1025
00:47:34,429 --> 00:47:37,189
you want to do this will change the
way in which you're going to sell.

1026
00:47:37,519 --> 00:47:37,879
Right.

1027
00:47:37,939 --> 00:47:39,499
It's it's, it's a lot.

1028
00:47:39,979 --> 00:47:43,160
I will also say that you have to be
very careful going to a place like

1029
00:47:43,200 --> 00:47:46,624
YouTube because typically the top
trending videos of how to sell on

1030
00:47:46,624 --> 00:47:48,514
Amazon on YouTube or affiliate sellers.

1031
00:47:48,844 --> 00:47:51,304
And they're selling a get rich quick
scheme, which I don't believe in.

1032
00:47:51,364 --> 00:47:54,754
They're blowing you up with hype to
buy this expensive courses, expensive

1033
00:47:54,754 --> 00:47:58,654
software bundle that may be not as is
actually not very good information.

1034
00:47:59,314 --> 00:48:01,954
So I'll throw a few resources to you.

1035
00:48:02,014 --> 00:48:02,824
A few ideas.

1036
00:48:03,214 --> 00:48:06,664
One is check out project
X by helium 10 on.

1037
00:48:07,535 --> 00:48:10,504
So, if you go to YouTube, you type in
helium 10 project X it's a case study that

1038
00:48:10,504 --> 00:48:11,975
I did where I talk a lot about this stuff.

1039
00:48:11,975 --> 00:48:15,274
And we actually showed it live in
person completely free, no sales pitch.

1040
00:48:15,274 --> 00:48:22,954
There, no episode also there is um
my own Facebook, I'm sorry, YouTube

1041
00:48:22,984 --> 00:48:24,394
channel, which is private label Legion.

1042
00:48:24,394 --> 00:48:26,434
If you just search Tim Jordan
private label Legion, again,

1043
00:48:26,434 --> 00:48:27,394
we don't sell anything on it.

1044
00:48:27,664 --> 00:48:29,764
It's just a bunch of a bunch of content.

1045
00:48:30,244 --> 00:48:33,004
You can also join our Facebook
group, private label, Legion Facebook

1046
00:48:33,004 --> 00:48:34,954
group, where it's not a huge group.

1047
00:48:35,559 --> 00:48:37,930
Probably kick out two thirds of the
people that request to be in it.

1048
00:48:37,990 --> 00:48:40,930
It's just a, but it's like I
got an 85% engagement rate,

1049
00:48:40,930 --> 00:48:42,009
so it's heavily moderated.

1050
00:48:42,459 --> 00:48:44,470
Also you can check out carbon six.

1051
00:48:44,529 --> 00:48:46,269
So carbon six.io.

1052
00:48:46,809 --> 00:48:51,869
They are a group of software companies or
is it, is it like an aggregator software

1053
00:48:51,869 --> 00:48:55,839
companies that is building a ridiculously
huge education program right now?

1054
00:48:56,140 --> 00:48:58,809
So if you go to carbon six to IO,
just sign up for the newsletter.

1055
00:48:58,839 --> 00:49:00,729
And maybe if you're listening to
this a couple months from now,

1056
00:49:00,729 --> 00:49:04,689
it's already launched, but they're
building out a ridiculously

1057
00:49:05,179 --> 00:49:10,009
impressive in three educational
platform for people that want to sell

1058
00:49:10,009 --> 00:49:13,369
in different styles of Amazon, whether
it's the merger wholesale private label.

1059
00:49:15,379 --> 00:49:16,099
That's brilliant.

1060
00:49:16,399 --> 00:49:16,939
That's brilliant.

1061
00:49:17,179 --> 00:49:18,139
So projects.

1062
00:49:18,229 --> 00:49:21,559
Um, so the project that you
did with helium 10 project X.

1063
00:49:22,549 --> 00:49:27,289
Um, uh, just tell folks what helium 10 is
to that it just in case they don't know.

1064
00:49:27,649 --> 00:49:27,799
Yeah.

1065
00:49:27,799 --> 00:49:29,809
Helium 10 is one of those
other software tools.

1066
00:49:30,229 --> 00:49:35,459
So basically to, to explain how to
sell on Amazon for them its important

1067
00:49:35,479 --> 00:49:37,819
because there's, you know, trying
to sell their software, which is one

1068
00:49:37,819 --> 00:49:42,080
of the research tools too, um, so
project X was literally case study.

1069
00:49:42,934 --> 00:49:45,724
I worked with them and sat down
with kind of their lead educator.

1070
00:49:45,724 --> 00:49:47,854
And I taught him along the way,
this kind of different method.

1071
00:49:47,854 --> 00:49:51,154
And of course we use software to prove
things and validate things and back

1072
00:49:51,154 --> 00:49:53,264
things up, you know, it's test the
waters at the bottom of the cliff.

1073
00:49:53,264 --> 00:49:53,345
So.

1074
00:49:54,365 --> 00:49:54,555
Yeah.

1075
00:49:54,555 --> 00:49:55,624
Yeah, that's great.

1076
00:49:55,624 --> 00:49:58,984
And that's all online and you can
check those out or join the Facebook

1077
00:49:58,984 --> 00:50:01,834
groups, uh, that, um, that Tim does.

1078
00:50:01,834 --> 00:50:02,224
Why not?

1079
00:50:02,884 --> 00:50:06,004
Um,  and Tim if they, if people want
to reach out to you and connect you,

1080
00:50:06,004 --> 00:50:07,294
is that the best way to do that?

1081
00:50:07,294 --> 00:50:09,664
Or there are other channels as
well that, because I'm sure.

1082
00:50:10,424 --> 00:50:11,624
LinkedIn is the best place.

1083
00:50:12,374 --> 00:50:12,764
LinkedIn.

1084
00:50:12,764 --> 00:50:13,994
I put a lot of content on there.

1085
00:50:13,994 --> 00:50:16,274
I put a lot of free resources
and things like that.

1086
00:50:16,274 --> 00:50:17,984
Direct people into the larger community.

1087
00:50:18,524 --> 00:50:20,474
Um, you can also just
follow me on Facebook.

1088
00:50:20,474 --> 00:50:22,274
I post e-commerce stuff
there all the time.

1089
00:50:22,634 --> 00:50:23,534
Um, I'll be honest.

1090
00:50:23,534 --> 00:50:24,884
I'm slow about private messages.

1091
00:50:24,884 --> 00:50:26,894
So if anybody private messaging
me and says, Hey Tim, can

1092
00:50:26,894 --> 00:50:27,704
you give me free advice?

1093
00:50:28,064 --> 00:50:31,784
Uh, my VA will probably ignore that,
but if you go into that Facebook group,

1094
00:50:31,784 --> 00:50:34,784
the private label, Legion, Facebook
group, and you ask questions there.

1095
00:50:34,784 --> 00:50:35,744
You ask for input.

1096
00:50:35,744 --> 00:50:36,464
You want advice?

1097
00:50:36,794 --> 00:50:39,374
The members are really
active in there as well.

1098
00:50:40,189 --> 00:50:43,509
Uh, our moderators kind of push
those pieces of information

1099
00:50:43,519 --> 00:50:46,669
back up to me and we usually get
answers, you know, pretty quickly.

1100
00:50:46,909 --> 00:50:49,249
I just don't have time to sit on
Facebook all day unfortunately.

1101
00:50:50,015 --> 00:50:53,944
Yeah, I, uh, gratefully, I think
there's definitely better things

1102
00:50:53,944 --> 00:50:54,784
you can do with your time.

1103
00:50:55,414 --> 00:50:58,564
Uh, but Tim listen, it's been
great having you on the show.

1104
00:50:58,564 --> 00:51:00,725
I'm sure many people have
got a lot more questions.

1105
00:51:00,785 --> 00:51:04,535
Um, and so do reach out to Tim, uh, if
you would like to get ahold of him, uh,

1106
00:51:04,564 --> 00:51:07,894
via all the methods that he mentioned,
and we will, of course, link to all

1107
00:51:07,894 --> 00:51:11,524
of those, all the bits of software or
the videos and all that sort of stuff.

1108
00:51:11,555 --> 00:51:12,064
Tim's mentioned.

1109
00:51:12,064 --> 00:51:14,825
We will put all of those links in the
show notes, which you can get access

1110
00:51:14,825 --> 00:51:16,174
to just head on over to the website.

1111
00:51:16,624 --> 00:51:22,595
E-commerce podcast.net search for Tim
Jordan uh, and it will come up and you'll

1112
00:51:22,595 --> 00:51:23,944
be able to get all of that as well.

1113
00:51:23,944 --> 00:51:29,254
So Tim listen, but, uh, I really
enjoyed being on your show.

1114
00:51:29,254 --> 00:51:30,305
I genuinely did.

1115
00:51:30,394 --> 00:51:32,975
Um, but I've enjoyed
you being on mine more.

1116
00:51:33,154 --> 00:51:38,015
So, um, thank you for joining us and, uh,
thank you for answering all my questions.

1117
00:51:38,434 --> 00:51:42,634
Uh, it's been absolutely fascinating
to talk to you and, um, yeah, I hope,

1118
00:51:42,964 --> 00:51:47,285
I hope I hope to have you back soon to
hear about your recent product ventures.

1119
00:51:48,035 --> 00:51:48,454
Yup.

1120
00:51:48,664 --> 00:51:49,894
Just, just send me an email.

1121
00:51:49,894 --> 00:51:50,615
We'll jump back on.

1122
00:51:51,124 --> 00:51:51,964
Oh, you're a legend.

1123
00:51:51,995 --> 00:51:52,624
Thanks Tim.

1124
00:51:52,924 --> 00:51:55,265
All right, so there you have it yet.

1125
00:51:55,325 --> 00:52:00,124
Another fantastic conversation right
here on the e-commerce podcast.

1126
00:52:00,454 --> 00:52:01,504
Huge, huge.

1127
00:52:01,535 --> 00:52:02,285
Thanks to Tim.

1128
00:52:02,314 --> 00:52:03,694
Love that conversation.

1129
00:52:03,964 --> 00:52:06,874
He's he's an absolute legend
that fella and make sure you

1130
00:52:06,874 --> 00:52:08,075
follow him on Instagram as well.

1131
00:52:08,075 --> 00:52:09,245
And keep up with all these happenings.

1132
00:52:10,325 --> 00:52:14,825
Been following along on Instagram,
it's guess the man travels.

1133
00:52:14,825 --> 00:52:17,765
Let me tell you, so do follow
him and find out what's going on.

1134
00:52:18,484 --> 00:52:21,544
Don't forget to check out our
complete back catalog online.

1135
00:52:21,544 --> 00:52:24,454
Just head over to our
newly revamped website.

1136
00:52:24,484 --> 00:52:25,924
E-commerce podcast.net.

1137
00:52:26,134 --> 00:52:27,604
Let me know what you think
about the website as well.

1138
00:52:27,634 --> 00:52:29,944
We'd love to know what you think about
the website, what's missing, what could

1139
00:52:29,944 --> 00:52:32,584
be improved, et cetera, et cetera.

1140
00:52:32,944 --> 00:52:37,555
Now make sure you subscribe to the show
wherever you get your podcasts from

1141
00:52:37,555 --> 00:52:42,394
because as always we've got yet more
great conversations lined up and you're

1142
00:52:42,394 --> 00:52:43,534
not going to want to miss any of them.

1143
00:52:43,595 --> 00:52:45,305
You genuinely aren't.

1144
00:52:45,484 --> 00:52:48,274
So do subscribe and
all of that good stuff.

1145
00:52:48,604 --> 00:52:50,944
And in case, no, one's told you yet today.

1146
00:52:51,124 --> 00:52:53,524
You, my friend are awesome.