1 00:00:05,085 --> 00:00:07,635 Matt Edmundson: Well, welcome to the eCommerce podcast with 2 00:00:07,635 --> 00:00:09,675 me, your host, Matt Edmundson. 3 00:00:09,675 --> 00:00:15,375 The eCommerce podcast is all about helping you deliver eCommerce wow. 4 00:00:15,495 --> 00:00:17,715 And to help us do just that. 5 00:00:17,775 --> 00:00:22,635 I am chatting with my very special guest today, Norm Farrar from the Lunch with 6 00:00:22,635 --> 00:00:25,755 Norm Podcast about perceived value. 7 00:00:26,065 --> 00:00:30,535 Is it all just American hype or is there something to it? 8 00:00:30,595 --> 00:00:31,825 We're gonna get into that. 9 00:00:32,185 --> 00:00:35,095 Uh, if this is your first time here, a warm welcome to you 10 00:00:35,095 --> 00:00:36,625 here, the eCommerce podcast. 11 00:00:36,895 --> 00:00:40,345 Uh, you can find the notes, the transcript, everything for free on 12 00:00:40,345 --> 00:00:42,895 our website, eCommercepodcast.net. 13 00:00:43,255 --> 00:00:46,675 And what I'll do there, you can sign up for our newsletter, and each week we 14 00:00:46,675 --> 00:00:51,235 will email you, uh, the links, the notes, the transcript from the conversation. 15 00:00:51,620 --> 00:00:54,800 You can get that totally to your inbox, totally free. 16 00:00:54,800 --> 00:00:55,880 Totally amazing. 17 00:00:56,180 --> 00:00:57,350 Love that technology. 18 00:00:57,350 --> 00:00:58,850 So make sure you sign up for that. 19 00:00:59,270 --> 00:01:03,830 This episode is brought to you by the ecommerce cohort, uh, which helps you to 20 00:01:03,835 --> 00:01:07,100 deliver e-commerce Wow to your customers. 21 00:01:07,520 --> 00:01:10,550 Now, I was on a podcast earlier on Norm, and they said to me, You know, 22 00:01:10,550 --> 00:01:12,500 some of the biggest lessons that you've learned, I said, Well, one 23 00:01:12,500 --> 00:01:16,640 of the most expensive mistakes was when I got siloed in e-commerce. 24 00:01:16,640 --> 00:01:18,590 In other words, I just worked on one or two. 25 00:01:19,585 --> 00:01:22,345 Of my business and I missed the bigger picture. 26 00:01:22,405 --> 00:01:25,885 Well enter e-commerce cohort to solve this problem. 27 00:01:26,185 --> 00:01:30,025 It is a membership group, uh, with guided monthly sprints that cycle 28 00:01:30,025 --> 00:01:32,275 through all the key areas of e-commerce. 29 00:01:32,635 --> 00:01:35,815 So the sole purpose of cohort is to provide you with clear actionable 30 00:01:35,820 --> 00:01:39,715 jobs to be done so you'll know what to work on as well as get the 31 00:01:39,715 --> 00:01:41,365 support you need to get it done. 32 00:01:41,365 --> 00:01:45,650 So whether you are just starting out in e-commerce or if like me, Well, a 33 00:01:45,650 --> 00:01:50,930 well established eCommerce, I would encourage you to definitely check it out. 34 00:01:50,990 --> 00:01:54,110 eCommerce cohort.com is the website. 35 00:01:54,410 --> 00:01:57,770 Uh, more information is available, uh, on the site. 36 00:01:57,770 --> 00:02:00,860 Explains it in much better vernacular than I've just used. 37 00:02:00,860 --> 00:02:01,790 But go ahead, check it out. 38 00:02:01,795 --> 00:02:02,990 eCommerce cohort.com. 39 00:02:03,200 --> 00:02:05,930 If you're involved in e-commerce, you'll probably want to 40 00:02:05,930 --> 00:02:07,790 join, so head on over there. 41 00:02:09,655 --> 00:02:11,875 Let's chat with Mr. 42 00:02:11,875 --> 00:02:12,635 Norman Farrar. 43 00:02:12,655 --> 00:02:14,065 He is an entreprevwe. 44 00:02:14,065 --> 00:02:16,285 An entreprever, or an entrepreneur. 45 00:02:16,435 --> 00:02:17,125 Take your pick. 46 00:02:17,125 --> 00:02:17,695 We don't mind. 47 00:02:19,495 --> 00:02:23,815 who provides online marketing and managed eCommerce solutions for brands. 48 00:02:23,815 --> 00:02:24,865 Check this out, folks. 49 00:02:24,925 --> 00:02:29,395 He has worked with Fortune five under companies such as Coca-Cola, 50 00:02:29,695 --> 00:02:34,975 Mercedes-Benz, and 20th Century Fox, uh, since the early 1990s. 51 00:02:34,980 --> 00:02:35,335 Norm. 52 00:02:35,705 --> 00:02:39,785 Focused on helping entrepreneurs optimize their operations and 53 00:02:39,785 --> 00:02:42,035 unlock their business potential. 54 00:02:42,035 --> 00:02:46,565 Presently, he is the host of the popular Amazon Podcast Lunch With Norm. 55 00:02:46,775 --> 00:02:49,085 I actually have been on Norm's podcast. 56 00:02:49,085 --> 00:02:50,015 That's how we met. 57 00:02:50,255 --> 00:02:54,755 We had a great time and a great conversation, and I knew actually 58 00:02:54,755 --> 00:02:57,395 following on from that conversation on, we needed to get you onto the 59 00:02:57,395 --> 00:02:58,895 eCommerce podcast cause I thought. 60 00:02:59,305 --> 00:03:04,045 You've got some great value to add to what we do here, so thank you for coming on. 61 00:03:04,045 --> 00:03:05,665 Great to, great to see you again. 62 00:03:05,665 --> 00:03:06,185 How are we 63 00:03:06,190 --> 00:03:06,325 doing? 64 00:03:07,315 --> 00:03:13,985 Norm Farrar: Uh, it's the first time I've ever been called an entreprevert. 65 00:03:14,005 --> 00:03:17,065 Matt Edmundson: Yeah, I'm, I'm, I'm not sure if I, how I would feel about that. 66 00:03:17,065 --> 00:03:18,085 Uh, so I'm sorry about that. 67 00:03:21,300 --> 00:03:23,250 You can put that on your business cards going forward. 68 00:03:23,400 --> 00:03:23,820 Norm Farrar: Exactly. 69 00:03:26,880 --> 00:03:27,750 Matt Edmundson: Now, if you are listening 70 00:03:27,750 --> 00:03:32,560 to the podcast, the one thing that you won't know about Norm, uh, is Norm has the 71 00:03:32,565 --> 00:03:35,220 most incredible beard you have ever seen. 72 00:03:35,250 --> 00:03:35,550 Right? 73 00:03:35,550 --> 00:03:39,990 And so, uh, and actually in all your branding is obviously, you know, the 74 00:03:39,990 --> 00:03:41,490 beard is a, is a big feature norm. 75 00:03:41,490 --> 00:03:43,020 It's something that you are remembered by. 76 00:03:43,020 --> 00:03:44,580 So how long have you done the beard thing? 77 00:03:44,580 --> 00:03:45,360 I'm curious. 78 00:03:46,620 --> 00:03:48,750 Norm Farrar: Well, uh, I've done it. 79 00:03:49,710 --> 00:03:51,030 About five years. 80 00:03:51,030 --> 00:03:53,190 I've burnt it off right down the middle. 81 00:03:53,190 --> 00:03:56,340 Cooking hamburgers one night, so I look like you down. 82 00:03:56,970 --> 00:03:59,730 And it took about two and a half years to grow back. 83 00:03:59,880 --> 00:04:00,120 Yeah. 84 00:04:00,120 --> 00:04:01,200 That portion of it. 85 00:04:01,620 --> 00:04:05,640 But, uh, yeah, it's, yeah, it's been growing for a long time. 86 00:04:06,030 --> 00:04:06,510 Matt Edmundson: Wow. 87 00:04:06,780 --> 00:04:07,830 Well, it's great, man. 88 00:04:07,830 --> 00:04:09,690 I, I have beard envy, I'm not gonna lie. 89 00:04:10,200 --> 00:04:14,280 Uh, it's, uh, it's an awesome, it's an awesome piece of, So, whereabouts 90 00:04:14,280 --> 00:04:16,200 in the world are you, Let's tell the good folks a bit about you. 91 00:04:16,530 --> 00:04:17,340 Whereabouts are. 92 00:04:18,000 --> 00:04:21,930 Norm Farrar: I live in a very small town about two hours north of Toronto. 93 00:04:22,500 --> 00:04:22,950 Matt Edmundson: Okay. 94 00:04:23,910 --> 00:04:26,130 And so is it colder for you than it is for me? 95 00:04:26,130 --> 00:04:28,020 You must be quite far north, right? 96 00:04:29,010 --> 00:04:30,420 Norm Farrar: Ah, don't even bring that up. 97 00:04:30,420 --> 00:04:31,980 I had a foot of snow last 98 00:04:31,985 --> 00:04:32,310 night. 99 00:04:32,820 --> 00:04:34,830 Matt Edmundson: Oh, it's definitely colder for you than it is for me. 100 00:04:34,890 --> 00:04:35,910 That's impressive. 101 00:04:36,090 --> 00:04:36,690 Foot of snow. 102 00:04:36,690 --> 00:04:37,110 Norm Farrar: Yeah. 103 00:04:38,430 --> 00:04:39,000 Not happy. 104 00:04:39,960 --> 00:04:40,200 Matt Edmundson: No. 105 00:04:40,390 --> 00:04:43,890 Well, you know, uh, it's, it's always nice speaking to people that 106 00:04:43,920 --> 00:04:46,680 maybe have slightly colder weather than what we have here in England. 107 00:04:46,680 --> 00:04:48,450 I, I feel slightly better about myself. 108 00:04:48,930 --> 00:04:54,360 Uh, it doesn't happen often, . So how did you, how did you get started with, 109 00:04:54,420 --> 00:04:56,340 um, let's start with the podcast. 110 00:04:56,340 --> 00:04:57,360 What kick started that? 111 00:04:57,360 --> 00:04:58,200 The lunch with Norm. 112 00:04:59,265 --> 00:04:59,955 Norm Farrar: That's a covid 113 00:04:59,955 --> 00:05:00,345 thing. 114 00:05:00,555 --> 00:05:06,645 I had my kids back, so I had to, my three boys were outside, two of us were smoking 115 00:05:06,650 --> 00:05:14,205 cigars and, uh, anyways, uh, we were just talking and phone rang and started helping 116 00:05:14,205 --> 00:05:16,185 out somebody, and then phone rang again. 117 00:05:16,305 --> 00:05:17,145 Somebody had a problem. 118 00:05:17,145 --> 00:05:19,245 Phone rang three times while we were having the cigar. 119 00:05:19,635 --> 00:05:20,535 And my one son. 120 00:05:21,155 --> 00:05:23,675 You know, you should do a podcast or something. 121 00:05:24,305 --> 00:05:30,845 And I, anybody who knows me, especially back then, I'm scared to death talking. 122 00:05:30,995 --> 00:05:32,435 I don't like public speaking. 123 00:05:32,435 --> 00:05:33,395 I don't, Oh really? 124 00:05:33,395 --> 00:05:36,125 I would never, ever have done a podcast. 125 00:05:36,125 --> 00:05:36,875 I don't like it. 126 00:05:37,355 --> 00:05:39,900 Um, now, It's different. 127 00:05:40,110 --> 00:05:43,380 Uh, I've done it enough that, uh, you know, I'm okay. 128 00:05:43,890 --> 00:05:48,210 But back then it was, I, I couldn't even watch, like the first time we 129 00:05:48,210 --> 00:05:49,680 did it, our guest showed up late. 130 00:05:50,130 --> 00:05:55,440 So people position dropped to the floor not knowing what to say, you know, just, 131 00:05:55,620 --> 00:06:00,360 just feeling sick, like, oh, he was like, pure, you know, that you're just kind 132 00:06:00,360 --> 00:06:02,700 of pulling myself back up to the chair. 133 00:06:03,310 --> 00:06:05,020 But, uh, that's how I got started. 134 00:06:05,025 --> 00:06:10,960 It was the guys, my boys, and then we tried to find different angles. 135 00:06:11,380 --> 00:06:15,100 So, uh, we, you know, we wanted it to sound, uh, professional. 136 00:06:15,100 --> 00:06:16,720 So my son is a musician. 137 00:06:16,720 --> 00:06:19,690 He put every, everything together, the graphics Kelsey did. 138 00:06:20,110 --> 00:06:22,990 Then we came up with this thing called Wheel of Kelsey, and. 139 00:06:23,535 --> 00:06:27,345 It's a giveaway that we give out every, every, every episode. 140 00:06:27,345 --> 00:06:28,725 You saw that And, yeah. 141 00:06:28,730 --> 00:06:28,825 Yeah. 142 00:06:29,055 --> 00:06:33,555 This kind of people know us now for, you know, information and 143 00:06:33,555 --> 00:06:35,505 also this Wheel of Kelsey thing. 144 00:06:36,840 --> 00:06:39,450 Matt Edmundson: It's brilliant because your podcast is, is live, right? 145 00:06:39,450 --> 00:06:41,310 It's an interactive live podcast. 146 00:06:41,880 --> 00:06:45,540 And so people get to comment, they go on this, uh, Wheel of Kelsey 147 00:06:45,540 --> 00:06:48,660 and you pick out a winner and the winner will usually win something. 148 00:06:49,170 --> 00:06:54,060 Uh, I thought it was all good fun and obviously you, you draw in an 149 00:06:54,060 --> 00:06:55,980 audience, but you are prolific, right? 150 00:06:56,010 --> 00:06:57,960 This is not like once a month you are doing this. 151 00:06:57,960 --> 00:07:00,390 This is, this is quite a regular podcast. 152 00:07:01,470 --> 00:07:02,580 Norm Farrar: three times a week. 153 00:07:02,910 --> 00:07:03,270 Yep. 154 00:07:03,370 --> 00:07:05,640 Live at noon, Monday, Wednesday, Friday. 155 00:07:05,760 --> 00:07:07,350 It's, it's a bit of work. 156 00:07:08,100 --> 00:07:10,830 Matt Edmundson: Does it, does it, does it suck the life out of your, 157 00:07:10,860 --> 00:07:12,460 or do you find an energy in it now? 158 00:07:12,460 --> 00:07:12,580 Norm Farrar: Oh. 159 00:07:13,485 --> 00:07:16,395 It's like I own a variety of different businesses. 160 00:07:16,755 --> 00:07:17,835 I find good people. 161 00:07:18,105 --> 00:07:24,405 I can, I can oversee the larger picture, but they run the business for me. 162 00:07:24,405 --> 00:07:26,235 And that's the same thing with lunch with Norm. 163 00:07:26,745 --> 00:07:31,875 When I go and sit down with somebody, I get the, the facts or the bio 164 00:07:31,875 --> 00:07:35,205 or the information about who I'm interviewing, about five to 10 165 00:07:35,205 --> 00:07:38,085 minutes before I get in and I, I talk. 166 00:07:38,085 --> 00:07:41,235 So everything is done where we've got. 167 00:07:41,865 --> 00:07:46,335 A VA sending out and looking out, like outreach to try to find people. 168 00:07:46,725 --> 00:07:50,775 Uh, we have back and forth, you saw probably the, uh, emails 169 00:07:50,780 --> 00:07:52,545 that went back and forth mm-hmm. 170 00:07:52,551 --> 00:07:54,225 , uh, to try to get the information. 171 00:07:54,525 --> 00:07:58,905 Uh, and then, uh, Kelsey comes on and he takes care of, you 172 00:07:58,905 --> 00:08:00,525 know, all the back and forth. 173 00:08:00,555 --> 00:08:04,095 So we have a producer, which is him, and then one other 174 00:08:04,095 --> 00:08:05,545 person that does the outreach. 175 00:08:05,545 --> 00:08:10,215 And then we do have, we spend a lot of time and money on, um, social media. 176 00:08:10,370 --> 00:08:13,100 So we have another person doing that as well. 177 00:08:13,340 --> 00:08:13,460 Mm-hmm. 178 00:08:13,700 --> 00:08:18,250 . But, uh, yeah, my, my role in this, I, because I, I can't 179 00:08:18,860 --> 00:08:21,740 spend hours doing it every day. 180 00:08:21,800 --> 00:08:27,230 Uh, mine is sit down Monday, Wednesday, Friday for an hour, and I'm, I get 181 00:08:27,560 --> 00:08:29,600 prepped about 10 minutes beforehand. 182 00:08:30,920 --> 00:08:31,760 That's fantastic. 183 00:08:32,300 --> 00:08:35,390 And, and you do, you just have these conversations with people, don't you? 184 00:08:35,390 --> 00:08:37,220 And it, it's really intriguing where. 185 00:08:38,505 --> 00:08:43,935 It's just what we didn't want it to be is like, uh, we, we just wanted a 186 00:08:43,935 --> 00:08:51,480 casual, um, Very casual interview and, uh, I used to have this other pod, like 187 00:08:51,480 --> 00:08:53,370 I told you before, I hated podcasts. 188 00:08:53,370 --> 00:08:56,910 Well, we didn't launch one, We launched two . That's the sign behind me. 189 00:08:57,330 --> 00:08:59,160 Uh, it's called, I Know This Guy. 190 00:08:59,160 --> 00:09:06,530 And all it was, was talking about the, uh, the, the person's, uh, their backstory, 191 00:09:06,860 --> 00:09:08,990 but I called it failure to Succeed. 192 00:09:09,110 --> 00:09:12,740 What it takes, Like what was your failure that brought you 193 00:09:12,740 --> 00:09:14,120 to where you are right now. 194 00:09:14,360 --> 00:09:16,490 Yeah, and it's kind of interesting that that happened. 195 00:09:16,490 --> 00:09:17,600 It was just so casual. 196 00:09:17,600 --> 00:09:20,810 We were bringing out all this information and. 197 00:09:21,140 --> 00:09:23,780 We just kind of applied it over to lunch with Norm. 198 00:09:23,780 --> 00:09:27,560 It's just sit back, relax, we go down a ton of different rabbit holes. 199 00:09:28,070 --> 00:09:32,090 And at the end of the day, you know, uh, we've got a really great community 200 00:09:32,090 --> 00:09:34,910 that, uh, that is very engaging. 201 00:09:34,910 --> 00:09:37,400 So we know a lot of people by name. 202 00:09:37,460 --> 00:09:38,600 We know where they live. 203 00:09:38,750 --> 00:09:43,580 We, you know, it's, it's a, it's a really engaged community. 204 00:09:43,970 --> 00:09:44,720 Yeah, it is. 205 00:09:44,810 --> 00:09:45,230 It is. 206 00:09:45,230 --> 00:09:48,020 And so, um, who, who's the podcast aimed at or. 207 00:09:50,025 --> 00:09:53,235 Well, we're, we're trying to mix it up. 208 00:09:53,625 --> 00:09:57,225 So originally it was Amazon FBA sellers. 209 00:09:57,375 --> 00:09:57,585 Yeah. 210 00:09:57,645 --> 00:10:01,395 Uh, however, the bigger audience and where people are going. 211 00:10:01,395 --> 00:10:03,915 So it's evolved, especially over covid. 212 00:10:04,305 --> 00:10:08,475 What we're finding is the people who have been on Amazon, uh, they're 213 00:10:08,475 --> 00:10:10,335 tired of being a one-legged stool. 214 00:10:10,455 --> 00:10:10,545 Mm-hmm. 215 00:10:10,785 --> 00:10:14,805 , Amazon can come and they can, you know, close their account down or they can make 216 00:10:14,805 --> 00:10:18,735 it tougher, put inventory restrictions on, so they need it to spread. 217 00:10:19,650 --> 00:10:20,160 Okay. 218 00:10:20,160 --> 00:10:21,420 What's the next step? 219 00:10:21,450 --> 00:10:21,900 Okay. 220 00:10:21,960 --> 00:10:23,670 Walmart, Shopify. 221 00:10:24,000 --> 00:10:27,870 Uh, today we had a really great guest, Steve Wiedman on 222 00:10:27,875 --> 00:10:30,300 about SEO content marketing. 223 00:10:30,420 --> 00:10:30,510 Mm-hmm. 224 00:10:30,955 --> 00:10:31,230 so. 225 00:10:32,235 --> 00:10:35,925 Anyways, uh, we are, we are still targeting Amazon. 226 00:10:36,525 --> 00:10:38,505 Our audience is made up a third or third or third. 227 00:10:38,505 --> 00:10:42,825 People who know very little are just coming off of a course, the intermediate 228 00:10:42,825 --> 00:10:44,235 and then the advance we've got. 229 00:10:44,265 --> 00:10:44,355 Mm-hmm. 230 00:10:44,595 --> 00:10:48,825 , I know for a fact we've got some sellers that are a million dollars a month. 231 00:10:49,455 --> 00:10:53,145 Uh, I know one person that's there who, um, has had over 232 00:10:53,150 --> 00:10:54,705 a billion dollars in sales. 233 00:10:54,705 --> 00:10:56,055 Actually, there's a couple people. 234 00:10:56,430 --> 00:10:58,230 A billion dollars in sales. 235 00:10:58,860 --> 00:11:02,970 And um, you know, I've sat down, I like, after I heard about them because 236 00:11:02,970 --> 00:11:06,510 we interview some of our brands sometimes that, that are listeners 237 00:11:07,260 --> 00:11:11,460 and to hear their stories and you're sitting there going, Oh my gosh. 238 00:11:12,000 --> 00:11:14,070 First of all, you gotta become on the podcast. 239 00:11:14,430 --> 00:11:18,720 You gotta tell me your story and tell me what I need to know because yeah, I 240 00:11:18,720 --> 00:11:20,400 can learn so much from all these other. 241 00:11:21,525 --> 00:11:21,795 . Matt Edmundson: Yeah. 242 00:11:21,795 --> 00:11:22,095 Yeah. 243 00:11:22,095 --> 00:11:25,365 And in interviewing people that have turned, you know, sold a billion dollars 244 00:11:25,365 --> 00:11:29,145 of products through Amazon, uh, what are some of the lessons that you've learned? 245 00:11:30,205 --> 00:11:32,085 Norm Farrar: Resilience, number one. 246 00:11:32,355 --> 00:11:32,685 Mm. 247 00:11:32,745 --> 00:11:38,715 So, you know, uh, I always say, uh, when you, and it doesn't have to be Amazon. 248 00:11:38,865 --> 00:11:41,895 It could be with licensing, it could be with any business venture 249 00:11:41,895 --> 00:11:46,695 that you get into that you have to become that authority figure. 250 00:11:47,145 --> 00:11:52,485 Because authority, p figures, uh, builds trust, but the resilience 251 00:11:52,485 --> 00:11:57,105 factor comes in is when you get hit between the legs and you drop to your 252 00:11:57,105 --> 00:11:59,625 knees and you think it's over for me. 253 00:11:59,985 --> 00:12:02,055 And to be able to stand up and do it again. 254 00:12:02,265 --> 00:12:02,595 Yeah. 255 00:12:02,600 --> 00:12:05,985 And you know, a hundred times over when you say, Please kick me between the 256 00:12:05,985 --> 00:12:09,975 legs, um, you know, . But that's it. 257 00:12:10,035 --> 00:12:14,680 What I found is that first of all, It's being resilient. 258 00:12:14,685 --> 00:12:16,380 Second of all, it's being the authority. 259 00:12:16,650 --> 00:12:16,740 Yeah. 260 00:12:16,740 --> 00:12:21,480 Authority equals trust equals sales and jumping on opportunities. 261 00:12:21,630 --> 00:12:25,680 So don't say no, you don't have to go after every shiny object. 262 00:12:25,890 --> 00:12:26,100 Mm-hmm. 263 00:12:26,340 --> 00:12:32,610 . But you have a system in place, systems standard operating, uh, systems so you 264 00:12:32,610 --> 00:12:34,800 can automate and scale your business. 265 00:12:34,920 --> 00:12:35,010 Mm-hmm. 266 00:12:35,340 --> 00:12:37,160 . And then at the end of the. 267 00:12:37,585 --> 00:12:41,485 You just wanna make sure that you have what we'll be talking about in a bit, 268 00:12:42,025 --> 00:12:45,385 building a brand, building perceived value, that people want to come 269 00:12:45,385 --> 00:12:47,425 back based on a customer experience. 270 00:12:47,995 --> 00:12:51,025 That's, that's everybody I've talked to is basically the same. 271 00:12:52,075 --> 00:12:52,565 Matt Edmundson: Well, 272 00:12:53,065 --> 00:12:54,895 that's, It's a mic drop moment, isn't it? 273 00:12:54,895 --> 00:12:56,995 I don't have a mic in my hand, but it's that kind of. 274 00:12:58,050 --> 00:12:59,190 It's, it's funny, isn't it? 275 00:12:59,190 --> 00:13:04,770 How, um, when you talk to people who were mega successful, um, and you are 276 00:13:04,770 --> 00:13:06,870 kind of curious as to how they did it. 277 00:13:07,440 --> 00:13:10,320 It's, it's not, it's not rocket science. 278 00:13:10,350 --> 00:13:11,490 There's just consistency. 279 00:13:11,490 --> 00:13:14,310 Like you say, there's resilience right place, right time. 280 00:13:14,880 --> 00:13:17,550 Um, there's, there's no real silver bullet. 281 00:13:17,555 --> 00:13:23,880 Is there, Uh, I dunno if you've, if you've sort of found this, . But there 282 00:13:23,880 --> 00:13:27,720 is something quite inspiring, usually about the person that you are talking to. 283 00:13:27,720 --> 00:13:30,840 There's usually some massive obstacle they've had to overcome. 284 00:13:30,950 --> 00:13:31,440 Yeah. 285 00:13:31,500 --> 00:13:33,750 Uh, and you, and you think, Wow, okay. 286 00:13:34,020 --> 00:13:36,160 That's maybe why you are where you are at. 287 00:13:36,160 --> 00:13:36,320 Right. 288 00:13:37,650 --> 00:13:38,220 . Norm Farrar: Yeah. 289 00:13:38,220 --> 00:13:43,710 Um, and the other part to this is I think every major seller or 290 00:13:43,710 --> 00:13:48,450 every major business person I've ever met is in that give to get. 291 00:13:48,720 --> 00:13:49,890 So they share. 292 00:13:49,980 --> 00:13:55,500 So they're either mentoring people or they're starting out and they're looking 293 00:13:55,505 --> 00:13:59,790 for mentor, they're going to campaigns, they're trying to become excellent in 294 00:14:00,150 --> 00:14:03,060 whatever they're doing, and they're not afraid to share that information. 295 00:14:03,270 --> 00:14:03,300 Mm. 296 00:14:04,365 --> 00:14:06,495 Matt Edmundson: Yeah, that's a very good point actually. 297 00:14:06,885 --> 00:14:08,085 That is a very good point. 298 00:14:08,145 --> 00:14:09,945 Um, uh, thank you for bringing that up. 299 00:14:10,425 --> 00:14:13,365 So let's talk then about, um, perceived value. 300 00:14:13,365 --> 00:14:15,225 I said to you, I said, Norm, we need to get you on the show. 301 00:14:15,825 --> 00:14:18,375 Uh, we decided to get you to come on the show without any idea 302 00:14:18,375 --> 00:14:19,095 of what we're gonna talk about. 303 00:14:19,100 --> 00:14:20,415 I just knew we'd have a great conversation. 304 00:14:20,715 --> 00:14:23,595 Uh, and you said, Well, let's talk about perceived value, uh, and how 305 00:14:23,595 --> 00:14:26,535 to double your profits in a month on Amazon, and is it all American 306 00:14:26,540 --> 00:14:27,735 height, which I thought was great. 307 00:14:27,735 --> 00:14:29,475 So hence the reason why I've robbed that at the start. 308 00:14:29,955 --> 00:14:32,325 Um, so let, What do you mean when you talk about perceived. 309 00:14:34,020 --> 00:14:38,680 Norm Farrar: I'm talking about the overall customer experience from the 310 00:14:38,685 --> 00:14:44,550 second that they're typing what they're looking for into a search field, seeing 311 00:14:44,550 --> 00:14:49,650 the products, and look, when you're going on to Amazon, I'll just, and I'm gonna 312 00:14:49,655 --> 00:14:51,840 use Amazon, but it could be any platform. 313 00:14:51,870 --> 00:14:54,800 It could be Walmart, it could be on Google, it could be anything. 314 00:14:55,080 --> 00:15:00,420 But when you, when you have the search results, Which one are you gonna click on? 315 00:15:00,660 --> 00:15:00,780 Mm-hmm. 316 00:15:01,140 --> 00:15:03,510 . It doesn't have to be the reviews. 317 00:15:03,870 --> 00:15:07,620 The very first thing you're gonna be looking at is either there's 318 00:15:07,625 --> 00:15:09,750 something different in that image. 319 00:15:09,870 --> 00:15:13,500 So either it's going left or right, and everybody else is going right to left. 320 00:15:13,830 --> 00:15:17,310 Uh, you know, something that brings out a, could be color, it could be 321 00:15:17,370 --> 00:15:20,460 the quality of the overall, um, image. 322 00:15:21,000 --> 00:15:26,430 It's usually that the one that stands out is the person that split test that image. 323 00:15:27,450 --> 00:15:31,710 Against three or four other images that they may have had in product photos. 324 00:15:31,710 --> 00:15:36,420 Does it have, is it doing, The customer research is going 325 00:15:36,420 --> 00:15:37,530 left to right, Right to left. 326 00:15:37,530 --> 00:15:38,580 Is it filling the frame? 327 00:15:38,580 --> 00:15:42,030 Is it Sometimes every one of the products is filling the frame, so 328 00:15:42,030 --> 00:15:43,500 you make it a little bit smaller. 329 00:15:44,280 --> 00:15:47,490 That's really bizarre cuz everybody says, Oh, you gotta fill the frame. 330 00:15:47,550 --> 00:15:47,640 Mm-hmm. 331 00:15:48,570 --> 00:15:50,760 . Try making a bit smaller to draw your attention. 332 00:15:51,090 --> 00:15:53,640 It might be all, all the boxes are black. 333 00:15:53,670 --> 00:15:56,220 Well make it with a one with a yellow stripe. 334 00:15:56,610 --> 00:15:57,960 Something to grab the eye. 335 00:15:58,200 --> 00:15:58,530 Yeah. 336 00:15:58,560 --> 00:16:02,880 The other thing is some are just great with just having the product, 337 00:16:03,030 --> 00:16:07,530 others with the packaging, some with having the cap off or cap on. 338 00:16:07,920 --> 00:16:12,900 Uh, it's, it's, it's just the perfect, uh, product photo. 339 00:16:12,900 --> 00:16:13,980 That's where I start. 340 00:16:14,370 --> 00:16:15,900 And within the product photo. 341 00:16:16,620 --> 00:16:17,550 There's other things. 342 00:16:17,550 --> 00:16:21,780 So on Amazon, if you think about it, or Shopify, you have a storyboard. 343 00:16:22,110 --> 00:16:26,250 So it's a slide deck and a lot of people just throw it up there. 344 00:16:26,310 --> 00:16:26,430 Mm-hmm. 345 00:16:26,675 --> 00:16:29,670 , a lot of people will put a book up there, like you're reading 346 00:16:29,910 --> 00:16:32,070 a book and you've seen it. 347 00:16:32,590 --> 00:16:33,510 It's a book. 348 00:16:33,510 --> 00:16:34,950 Nobody's gonna read your book. 349 00:16:35,340 --> 00:16:36,540 That's over for like, that's. 350 00:16:37,420 --> 00:16:41,715 on the bullet points, what you do is you highlight information, but 351 00:16:41,865 --> 00:16:46,845 like Bert's Bees does this real uh, uh, uh, really does this well. 352 00:16:47,055 --> 00:16:47,115 Yeah. 353 00:16:47,145 --> 00:16:51,675 Where they have a chocolate or a honey, uh, Bert's bees wax, right. 354 00:16:51,675 --> 00:16:53,715 Or uh, you know the lip bum. 355 00:16:54,105 --> 00:16:54,375 Yeah. 356 00:16:54,375 --> 00:16:55,455 They don't anything. 357 00:16:56,055 --> 00:17:00,315 Except high, high, high quality graphics that bring out, like you want to eat 358 00:17:00,315 --> 00:17:04,365 the picture, you know, the chocolate or whatever illustration that they have. 359 00:17:04,815 --> 00:17:06,015 Well, it's the same thing here. 360 00:17:06,015 --> 00:17:09,735 It's being able to bring across that storyboard where, 361 00:17:09,915 --> 00:17:11,325 okay, what is the benefit? 362 00:17:11,415 --> 00:17:15,915 Why am I buying, What pain point am I solving that a lot 363 00:17:15,915 --> 00:17:17,745 of people put out the features? 364 00:17:18,045 --> 00:17:22,395 Well, okay, that's nice, but make that a second or third, or third or fourth pitch. 365 00:17:22,625 --> 00:17:22,825 Yeah. 366 00:17:23,025 --> 00:17:24,465 Lifestyle pictures. 367 00:17:25,080 --> 00:17:28,740 Showing somebody that you've solved their problem, that they're happy. 368 00:17:28,980 --> 00:17:33,030 A lot of the times I see the people that have used user-generated content, 369 00:17:33,630 --> 00:17:36,660 and its like grumpy old men like , Why? 370 00:17:38,070 --> 00:17:39,660 Why did you put that picture up there? 371 00:17:39,665 --> 00:17:39,900 Yeah. 372 00:17:39,900 --> 00:17:40,060 Yeah. 373 00:17:40,060 --> 00:17:41,250 That make sense? 374 00:17:41,610 --> 00:17:43,260 And then a video. 375 00:17:43,915 --> 00:17:47,845 Everything is video nowadays, so you wanna make sure that you have, It doesn't 376 00:17:47,845 --> 00:17:50,005 have to be a Hollywood production. 377 00:17:50,305 --> 00:17:57,235 There's tons and tons of really good video content out there that you, or video 378 00:17:57,235 --> 00:17:59,635 apps that you can get very inexpensive. 379 00:18:00,115 --> 00:18:04,645 And Amazon has their own video creator right now, which is new, that you can 380 00:18:04,650 --> 00:18:09,535 go in there, put in some slides, make it into a gif or gif, whatever you wanna call 381 00:18:09,535 --> 00:18:16,035 it, and put, you know, The bullet points there, so everything's pointing that way. 382 00:18:16,725 --> 00:18:21,465 But the next step with this, and you don't have to do it right off the bat, 383 00:18:21,465 --> 00:18:26,595 I do, when I do my product research, I know that if I'm gonna buy a thousand or 384 00:18:26,595 --> 00:18:30,045 something, I wanna be the best out there. 385 00:18:30,045 --> 00:18:34,425 I know I can get sales right off the bat because I'm gonna do that 386 00:18:34,425 --> 00:18:39,195 research, I'm gonna do the slides, the slide deck properly, and 387 00:18:39,285 --> 00:18:40,905 I'm gonna spend the time to be. 388 00:18:41,970 --> 00:18:44,850 And let me, let me use a case study. 389 00:18:44,910 --> 00:18:45,750 I just, That'd be amazing. 390 00:18:45,990 --> 00:18:46,320 Yeah. 391 00:18:46,330 --> 00:18:46,410 Yeah. 392 00:18:46,800 --> 00:18:50,790 Beforehand, but there's, there's actually two that are really crazy, but 393 00:18:50,790 --> 00:18:56,310 the first one is every single search, every single search that you look at 394 00:18:56,370 --> 00:19:00,810 on Amazon, you'll see that people enter into three different price points. 395 00:19:01,140 --> 00:19:01,530 You've got. 396 00:19:02,020 --> 00:19:06,520 Usually the Chinese manufacturers who just are remming it through at the 397 00:19:06,520 --> 00:19:11,890 lowest price, they don't care about images, They, everything is the lowest. 398 00:19:11,980 --> 00:19:12,470 Yeah. 399 00:19:12,475 --> 00:19:16,900 And sometimes you'll see that people are using the same manufacturer's 400 00:19:16,900 --> 00:19:18,340 pictures, which is kind of funny. 401 00:19:18,760 --> 00:19:23,170 But, um, Dead Sea Mud is one that I took a look at just recently. 402 00:19:23,620 --> 00:19:24,460 Betsy Mud. 403 00:19:25,245 --> 00:19:30,615 The entry point is $6 and 78 cents around a $14 range. 404 00:19:30,675 --> 00:19:33,855 That's your first price tier, eight ounce to 16 ounce. 405 00:19:34,365 --> 00:19:37,485 The next tier up is 24 to 44. 406 00:19:38,505 --> 00:19:40,665 And the same thing, 16 ounce. 407 00:19:41,085 --> 00:19:45,315 But what you'll notice is those pictures, and if you click into those 408 00:19:45,315 --> 00:19:48,555 listings, they're much better research. 409 00:19:48,615 --> 00:19:52,875 They've got better quality design, and the packaging is starting 410 00:19:52,875 --> 00:19:57,465 to take, uh, it's not just in a, uh, an ugly white plastic jar. 411 00:19:57,825 --> 00:19:58,065 Yeah. 412 00:19:58,065 --> 00:20:04,275 Then the highest one, and this was unbelievable, $78. 413 00:20:04,650 --> 00:20:06,210 To $95. 414 00:20:06,390 --> 00:20:11,640 And the $95 brand was 3.5 ounces. 415 00:20:11,780 --> 00:20:12,180 Wow. 416 00:20:12,840 --> 00:20:15,390 But it was really, it looked great. 417 00:20:15,395 --> 00:20:19,140 It was just in, in a frosted glass, um, container. 418 00:20:19,530 --> 00:20:21,510 It looked really high end. 419 00:20:21,720 --> 00:20:25,320 It was everything about the listing and everything about the 420 00:20:25,380 --> 00:20:27,900 images were high perceived value. 421 00:20:27,930 --> 00:20:31,980 Now, there's a trick here if your images are. 422 00:20:32,520 --> 00:20:36,720 And you have great perception, then that's great. 423 00:20:36,780 --> 00:20:42,090 You'll end up with a very high, um, user or uh, uh, customer experience. 424 00:20:42,750 --> 00:20:47,040 If you have really great pictures and your product is terrible, 425 00:20:47,940 --> 00:20:51,630 expect one star reviews all the way, people are gonna be very upset. 426 00:20:52,050 --> 00:20:52,290 Yeah. 427 00:20:52,290 --> 00:20:56,100 And then at the end, you're doing yourself a disservice if you're coming in at price 428 00:20:56,100 --> 00:21:01,170 level two or one with really crappy images and you've got a really great product. 429 00:21:01,785 --> 00:21:05,355 If you're going in, That's why I say you have to go in at the tier 430 00:21:05,355 --> 00:21:07,065 level that you wanna achieve. 431 00:21:07,395 --> 00:21:07,725 Yeah. 432 00:21:07,845 --> 00:21:09,225 Now perceive value. 433 00:21:10,110 --> 00:21:10,770 Everything. 434 00:21:11,070 --> 00:21:14,700 Every time I look at it comes down to the brand. 435 00:21:14,970 --> 00:21:16,350 Is the brand consistent? 436 00:21:16,350 --> 00:21:20,520 If I go in and coffee mug rise of the micro brands, 437 00:21:20,520 --> 00:21:22,080 that's what we are on Amazon. 438 00:21:22,110 --> 00:21:24,480 Everybody is a micro brand. 439 00:21:24,660 --> 00:21:26,100 They're not a huge brand. 440 00:21:26,460 --> 00:21:27,330 Nobody knows you. 441 00:21:27,360 --> 00:21:28,200 What are they gonna do? 442 00:21:28,230 --> 00:21:29,610 They're gonna search you on Google. 443 00:21:29,910 --> 00:21:30,000 Mm-hmm. 444 00:21:30,240 --> 00:21:30,540 . Okay. 445 00:21:30,810 --> 00:21:36,480 If you come up and you're not consistent, if, if you've got certain colors and now. 446 00:21:37,275 --> 00:21:40,335 If they're completely different or you're using 10 different fonts or you 447 00:21:40,335 --> 00:21:45,585 don't have a great message out there, people are looking for red flags. 448 00:21:46,035 --> 00:21:49,875 And if you don't become the authority or if you don't become trustworthy. 449 00:21:49,880 --> 00:21:54,735 So authority equals trust equals sales people will click off very 450 00:21:54,735 --> 00:21:59,265 quickly, so you don't have to have an expensive website, one pager. 451 00:21:59,655 --> 00:22:00,915 Just make it look nice. 452 00:22:01,215 --> 00:22:03,435 Yeah, you don't have to have a ton of social media. 453 00:22:03,435 --> 00:22:03,915 Pick one. 454 00:22:04,635 --> 00:22:07,305 Make it look nice, Do a press release, write a bit of 455 00:22:07,305 --> 00:22:09,795 content, become the authority. 456 00:22:10,275 --> 00:22:13,725 So once people see that and they go back, now they wanna 457 00:22:13,725 --> 00:22:15,315 make sure, okay, it looks great. 458 00:22:15,795 --> 00:22:20,865 The packaging, the overall like, Like let's say there's an outside package and 459 00:22:20,865 --> 00:22:23,865 an outer package, that's gonna be a lot. 460 00:22:23,925 --> 00:22:28,575 Most people don't, especially in the beauty category, don't even put package. 461 00:22:29,235 --> 00:22:33,225 It costs pennies to create a really beautiful package. 462 00:22:33,675 --> 00:22:35,955 And I'll give you an example about that one. 463 00:22:36,375 --> 00:22:40,755 So, uh, I was working with a knife company and they came in 464 00:22:40,760 --> 00:22:42,255 a, just a plastic clam shell. 465 00:22:42,915 --> 00:22:44,805 Cost of the knife was 16 bucks. 466 00:22:44,985 --> 00:22:45,075 Mm-hmm. 467 00:22:46,275 --> 00:22:47,925 , he was selling it at $49. 468 00:22:47,925 --> 00:22:48,855 He was making money. 469 00:22:49,965 --> 00:22:52,995 However, I looked at it and I said, Why don't we put it in a different package? 470 00:22:52,995 --> 00:22:54,975 Let's make it a rigid box. 471 00:22:55,365 --> 00:22:58,875 People, when they open it up, it kind of unveils the, the product. 472 00:22:59,085 --> 00:22:59,205 Mm-hmm. 473 00:22:59,565 --> 00:23:01,425 , and then there's a nice message there. 474 00:23:01,425 --> 00:23:02,565 You have a sheath. 475 00:23:02,895 --> 00:23:06,435 Um, but it's just everything is, is a nicer look. 476 00:23:06,435 --> 00:23:08,115 And we improved the images. 477 00:23:08,595 --> 00:23:13,815 Well, we, we were able to take that from $49 up to $124. 478 00:23:14,175 --> 00:23:14,505 Wow. 479 00:23:15,615 --> 00:23:16,845 And the traffic didn't. 480 00:23:18,180 --> 00:23:20,010 It was, it was very low decrease. 481 00:23:20,190 --> 00:23:27,870 So this guy went from 49 to 124, and then I said, like, I, I knew the manufacturer. 482 00:23:27,875 --> 00:23:31,260 I said, This is the same knife at $16. 483 00:23:31,620 --> 00:23:35,730 Why don't we hammer it instead of have these 67 layers of steel, why don't 484 00:23:35,730 --> 00:23:40,980 we hammer it and put it into a wood container and see what we can do with it? 485 00:23:41,220 --> 00:23:44,970 So, Hammered the steel and it looked like it was completely different. 486 00:23:44,970 --> 00:23:48,840 It was still $16 and we, we brought it out at $224. 487 00:23:48,990 --> 00:23:49,470 Wow. 488 00:23:50,760 --> 00:23:52,380 That's perceived value. 489 00:23:52,410 --> 00:23:55,620 The wood case cost us a couple of bucks. 490 00:23:55,620 --> 00:24:01,470 It was like, I think it was $3 with all the packaging included for an extra 491 00:24:01,470 --> 00:24:03,330 a hundred on top of the a hundred. 492 00:24:03,720 --> 00:24:04,470 That's incredible. 493 00:24:05,615 --> 00:24:05,850 . Yeah. 494 00:24:06,090 --> 00:24:08,760 And those are the things that you're, you're looking at. 495 00:24:09,060 --> 00:24:12,720 So if you took a look at this, what did the what? 496 00:24:12,870 --> 00:24:14,160 What did the mess when? 497 00:24:14,160 --> 00:24:18,180 Like when the customer received it, it comes down now to building the 498 00:24:18,180 --> 00:24:21,390 brand to do it for every product that you have with that brand. 499 00:24:21,395 --> 00:24:26,230 So, The person received this outer box, which looked like an iPhone box. 500 00:24:26,440 --> 00:24:29,230 It had a silhouette of, uh, the knife on the one side, 501 00:24:29,590 --> 00:24:31,060 and then it had a full color. 502 00:24:31,120 --> 00:24:34,330 Uh, it, it looked like a full color knife on the other side. 503 00:24:34,690 --> 00:24:37,810 When they opened it up, there was a, it was a black package 504 00:24:37,990 --> 00:24:40,480 with yellow, so it stood out. 505 00:24:40,480 --> 00:24:42,640 Every other knife was in a black package. 506 00:24:42,645 --> 00:24:45,550 We just put a yellow strip on it, so, Oh, yep. 507 00:24:45,580 --> 00:24:49,600 There's a, your IU is drawn to it and it's magnetic class. 508 00:24:49,660 --> 00:24:50,560 You open it up. 509 00:24:51,495 --> 00:24:53,805 People love the customer experience. 510 00:24:53,805 --> 00:24:59,415 And then we had an insert in there that drove them over to a 52, uh, 511 00:24:59,415 --> 00:25:05,145 week meal plan, and we took, we went to culinary schools with it, and 512 00:25:05,145 --> 00:25:06,825 we gave them all these students. 513 00:25:07,470 --> 00:25:11,820 One condition that they give us recipes and they hold up the knife. 514 00:25:12,210 --> 00:25:16,020 And so now we started to get, and all these young guy, I'm an old guy, 515 00:25:16,740 --> 00:25:20,160 everybody's on social media tagging each other with these knives, sharing 516 00:25:20,160 --> 00:25:25,830 these recipes, and he was able to take those recipes with permission. 517 00:25:26,400 --> 00:25:31,440 Put them on Amazon for his user generated content and in Amazon 518 00:25:31,440 --> 00:25:33,720 Post, which is Amazon Social Media. 519 00:25:33,930 --> 00:25:34,020 Mm-hmm. 520 00:25:34,260 --> 00:25:39,510 , which he had one image that had 200,000 impressions. 521 00:25:39,540 --> 00:25:40,200 Wow. 522 00:25:41,790 --> 00:25:43,470 What did that do for his sales? 523 00:25:43,620 --> 00:25:43,740 Mm-hmm. 524 00:25:44,040 --> 00:25:49,140 . So I'm not gonna go down the, like, that's something else that is really 525 00:25:49,140 --> 00:25:54,780 cool, but you get lots of, um, you can convert very easily using these Amazon 526 00:25:54,780 --> 00:25:57,270 sales, uh, the way that Amazon set it up. 527 00:25:57,570 --> 00:26:01,800 But because he built in this customer experience because, Instead of the 528 00:26:01,800 --> 00:26:05,700 knife, just in a plastic container, you put E Eva foam around it. 529 00:26:05,700 --> 00:26:09,360 So it's a dye cut with an area for your finger to go in to pop 530 00:26:09,360 --> 00:26:13,140 up the knife to make sure that it had this really beautiful sheath. 531 00:26:13,650 --> 00:26:14,670 Now what did he do? 532 00:26:14,670 --> 00:26:17,820 He came out with a multipurpose knife, a pairing knife, a bread knife. 533 00:26:18,120 --> 00:26:22,470 Now the whole, every single one is consistent with the brand. 534 00:26:22,830 --> 00:26:26,670 He's got thousands and thousands and thousands of emails every time 535 00:26:26,670 --> 00:26:28,890 he wants to, uh, sell another. 536 00:26:29,805 --> 00:26:30,855 It's a no brainer. 537 00:26:31,005 --> 00:26:37,875 He can sell it for 10%, send it out there, 10% off, and he's got a ton of people with 538 00:26:37,880 --> 00:26:40,755 his launch because people know the brand. 539 00:26:40,755 --> 00:26:41,595 It's consistent. 540 00:26:42,255 --> 00:26:43,515 So that's a few things. 541 00:26:43,515 --> 00:26:47,865 Now the other thing is safety, so, or the little things I call it. 542 00:26:48,075 --> 00:26:49,695 So I own a soap company. 543 00:26:49,725 --> 00:26:50,115 Mm-hmm. 544 00:26:50,355 --> 00:26:54,345 . And one of the little things that we do is we write an individual note 545 00:26:54,405 --> 00:26:56,625 to every person that buys the soap. 546 00:26:58,155 --> 00:26:59,365 There's lots of soap. 547 00:26:59,365 --> 00:26:59,645 Mm-hmm. 548 00:26:59,725 --> 00:27:01,545 , there's thousands and thousands of orders coming in. 549 00:27:01,545 --> 00:27:02,325 How do you do it? 550 00:27:02,355 --> 00:27:04,635 We don't, We order them from China. 551 00:27:05,955 --> 00:27:10,245 We order our notes and there's, we, they're all generic notes. 552 00:27:10,455 --> 00:27:10,545 Mm-hmm. 553 00:27:10,785 --> 00:27:12,435 . Oh, thanks so much for your soap. 554 00:27:12,435 --> 00:27:13,035 Enjoy your day. 555 00:27:13,815 --> 00:27:14,235 Okay. 556 00:27:14,655 --> 00:27:19,545 20,000 of those come in at a time and you know, it costs us pennies. 557 00:27:19,785 --> 00:27:19,875 Mm-hmm. 558 00:27:20,115 --> 00:27:22,815 , we put them in each order and guess what? 559 00:27:22,815 --> 00:27:23,685 On our reviews. 560 00:27:23,985 --> 00:27:24,195 Oh. 561 00:27:24,195 --> 00:27:28,785 It's such, such a nice personal touch that this company gave us a personalized note. 562 00:27:28,815 --> 00:27:28,935 Yeah. 563 00:27:29,685 --> 00:27:32,985 You know, making sure, And this is psychological shampoo. 564 00:27:34,050 --> 00:27:37,710 You wanna talk about perceived value again, somebody goes and 565 00:27:37,710 --> 00:27:41,280 they, I don't know about you, but you're reaching for shampoo. 566 00:27:41,470 --> 00:27:43,200 Now, don't make any jokes about hair 567 00:27:44,220 --> 00:27:45,240 I have to wash my beard. 568 00:27:45,510 --> 00:27:51,660 So you're, you got your shampoo and it's got the same cap as your conditioner, 569 00:27:51,665 --> 00:27:53,370 or they're in the same bottle. 570 00:27:53,730 --> 00:27:57,600 Well make one cap different or make the color of the 571 00:27:58,080 --> 00:27:59,670 bottle a little bit different. 572 00:27:59,850 --> 00:28:00,840 So, you know. 573 00:28:01,440 --> 00:28:02,850 Oh, that's the conditioner. 574 00:28:02,850 --> 00:28:04,050 That's the shampoo. 575 00:28:04,090 --> 00:28:04,290 Yeah. 576 00:28:04,380 --> 00:28:04,650 Yeah. 577 00:28:04,710 --> 00:28:05,790 Psychological thing. 578 00:28:05,790 --> 00:28:06,720 Shrink wrap. 579 00:28:06,810 --> 00:28:09,510 You know, just, uh, especially like supplements. 580 00:28:09,840 --> 00:28:13,230 I don't know about you, but nowadays if you don't see that seal or if you don't 581 00:28:13,235 --> 00:28:15,150 see the shrink wrap, you get nervous. 582 00:28:15,150 --> 00:28:15,510 Yeah. 583 00:28:15,515 --> 00:28:15,610 Yeah. 584 00:28:15,870 --> 00:28:16,710 You get nervous. 585 00:28:17,430 --> 00:28:22,485 So all these little things add up and then, Pricing optimization. 586 00:28:22,495 --> 00:28:23,105 Mm-hmm. 587 00:28:23,285 --> 00:28:25,935 , you, you have to play with that at launch. 588 00:28:26,025 --> 00:28:26,925 I have a trick. 589 00:28:27,435 --> 00:28:31,995 I take a look at that second tier level, and there's lots in between. 590 00:28:32,000 --> 00:28:32,465 Mm-hmm. 591 00:28:32,545 --> 00:28:34,365 , the first and the second, and the second and the third. 592 00:28:34,365 --> 00:28:37,605 But let's say it's that 24 to $44 level. 593 00:28:38,340 --> 00:28:40,440 Is it The second is the second row. 594 00:28:40,800 --> 00:28:40,890 Mm-hmm. 595 00:28:41,130 --> 00:28:47,850 . I give a coupon that shows my, my mine is in the upper side, so let's say it's 596 00:28:47,850 --> 00:28:54,420 $124 that I'm selling it for, and it has dropped a 99, so it's 99 to 1 24. 597 00:28:55,320 --> 00:29:00,090 I'll give a 20 or $30 coupon that could drop it down to the second. 598 00:29:00,450 --> 00:29:05,250 So people look at it and they go, Wow, I can get this high perceived. 599 00:29:05,280 --> 00:29:10,260 So this first tier product, And it's only gonna cost me in that second tier. 600 00:29:10,620 --> 00:29:10,710 Mm-hmm. 601 00:29:10,955 --> 00:29:13,980 , it's, it's a psychological thing, but if you go back to the Dead Sea, 602 00:29:13,980 --> 00:29:23,190 let's say I can get that $95, uh, Dead Sea Mud for $48, I would do it. 603 00:29:23,610 --> 00:29:23,910 Yeah. 604 00:29:24,000 --> 00:29:28,770 You know, you see the big slash it's 50% off now with the knives, it's 605 00:29:28,770 --> 00:29:31,350 not that much, it's not that big. 606 00:29:31,440 --> 00:29:34,350 A dramatic difference with Thaty mother is. 607 00:29:35,295 --> 00:29:35,745 Matt Edmundson: That's really 608 00:29:36,155 --> 00:29:36,375 interesting, Norm. 609 00:29:36,375 --> 00:29:40,545 So I I, I, I feel like I could listen to your stories all day long. 610 00:29:40,935 --> 00:29:45,375 Um, you're in essence taking products, which people are selling on Amazon and 611 00:29:45,380 --> 00:29:48,255 going, How can I add value to this? 612 00:29:48,355 --> 00:29:53,835 The, the knife was in effect, the same, The, the Dead Sea Mud is in fact the same 613 00:29:54,035 --> 00:29:56,685 mud in all of the, the, the products. 614 00:29:57,465 --> 00:30:01,935 But the way you've, the way you've charged it, the way you do it is you're asking 615 00:30:01,935 --> 00:30:03,165 yourself, Well, how can I improve it? 616 00:30:03,170 --> 00:30:04,185 How can I modify it? 617 00:30:04,185 --> 00:30:06,625 How can I increase the perceived value of this? 618 00:30:07,830 --> 00:30:12,120 And there's a lot of lessons I think to learn here, uh, on that, whether it's 619 00:30:12,120 --> 00:30:13,950 Amazon or whether it's across eCommerce. 620 00:30:13,950 --> 00:30:18,480 It's like, um, how can I reinvent this product or what can I add to it? 621 00:30:18,480 --> 00:30:20,760 And I love that example that you talked about with a knife. 622 00:30:20,760 --> 00:30:22,830 You know, this one's got a sheath and a nicer box. 623 00:30:22,835 --> 00:30:25,830 This one's got a wooden box and we've smacked it a little bit with a hammer. 624 00:30:26,370 --> 00:30:27,750 Um, it's just, it's. 625 00:30:28,935 --> 00:30:31,545 It's really fa So is, is it the way your brain works? 626 00:30:31,545 --> 00:30:35,165 Do you just see something on Amazon and instantly know I can increase 627 00:30:35,170 --> 00:30:37,275 value here by dot, dot, dot. 628 00:30:38,145 --> 00:30:42,255 Norm Farrar: I think it's the time we take on doing competitive analysis and asking 629 00:30:42,255 --> 00:30:44,445 our manufacturer, we, we had no idea. 630 00:30:45,465 --> 00:30:50,745 That, What the heck is a hammered Damascus knife? 631 00:30:51,015 --> 00:30:51,195 Yeah. 632 00:30:51,195 --> 00:30:53,625 I, I've never, you know, heard of it. 633 00:30:53,865 --> 00:30:56,055 We asked them, what can we do different? 634 00:30:56,475 --> 00:30:58,875 And they just happened to have this, Oh, well we have this 635 00:30:58,875 --> 00:30:59,955 knife and we have this knife. 636 00:31:00,345 --> 00:31:00,645 Yeah. 637 00:31:00,735 --> 00:31:01,725 Other same price. 638 00:31:02,510 --> 00:31:08,510 Um, I, this is, um, this is another quick one that I absolutely love. 639 00:31:09,020 --> 00:31:12,570 We had a person approach and say that they, over 18 640 00:31:12,575 --> 00:31:14,600 months, they sold 1000 bucks. 641 00:31:15,080 --> 00:31:16,910 This was to fungus remover. 642 00:31:17,510 --> 00:31:18,110 That's sexy. 643 00:31:20,510 --> 00:31:20,870 to fungus. 644 00:31:20,870 --> 00:31:21,290 Wow. 645 00:31:21,350 --> 00:31:21,680 Yeah. 646 00:31:21,680 --> 00:31:21,980 Okay. 647 00:31:22,370 --> 00:31:27,440 So yeah, I got excited, uh, . So why wasn't it moving anyways? 648 00:31:28,010 --> 00:31:30,560 Well, I knew why it wasn't moving because the box. 649 00:31:31,320 --> 00:31:32,370 Was powder blue. 650 00:31:32,730 --> 00:31:37,740 Imagine this a powder blue box with a yellow. 651 00:31:37,740 --> 00:31:42,540 It was a yellow circle with a foot with toe fungus. 652 00:31:42,750 --> 00:31:42,900 Okay? 653 00:31:42,905 --> 00:31:47,250 Yellow and underneath it were two yellow drops that looked like it 654 00:31:47,250 --> 00:31:49,620 was oozing out of the toe fungus. 655 00:31:50,130 --> 00:31:54,810 And the logo, you could not read, you couldn't read it if you wanted to, 656 00:31:54,810 --> 00:31:56,520 you could even read what this was for. 657 00:31:56,820 --> 00:32:01,785 So, Then when you opened it up in a cheap tuck box, like a cart stock, 658 00:32:01,785 --> 00:32:04,155 tuck box, these two bottles popped out. 659 00:32:04,215 --> 00:32:08,535 They were brown and they had sort of the same look on these bottles. 660 00:32:08,540 --> 00:32:09,105 They were ugly. 661 00:32:09,105 --> 00:32:10,815 They were absolutely nobody would buy them. 662 00:32:11,205 --> 00:32:14,355 So we said, Okay, this really looks like it's medicinal. 663 00:32:14,355 --> 00:32:16,335 You know, it looks ugly. 664 00:32:16,335 --> 00:32:20,085 It looks like you gotta put your head between your knees and kinda 665 00:32:20,085 --> 00:32:22,515 walk in or head down into a pharmacy. 666 00:32:23,060 --> 00:32:23,990 No, let's turn. 667 00:32:24,050 --> 00:32:28,820 When we did the product research, we found out that the same solution helps 668 00:32:28,820 --> 00:32:30,950 strengthen and beautify your nail. 669 00:32:32,100 --> 00:32:36,660 So now we said, Well, let's make this a wellness and health product. 670 00:32:36,990 --> 00:32:40,200 So we did it, we turned it around and we put it in a white box. 671 00:32:40,200 --> 00:32:43,020 Greens, blues, no feed on it. 672 00:32:43,110 --> 00:32:43,470 Mm-hmm. 673 00:32:43,550 --> 00:32:46,950 . We put the logo on it and we, you know, and loud and proud. 674 00:32:46,955 --> 00:32:51,480 It was a tofus remover, but, uh, everything was about beauty. 675 00:32:51,630 --> 00:32:56,310 Everything was about be beautiful nails, and it was a sideline 676 00:32:56,310 --> 00:32:58,050 being this tofus remover. 677 00:32:59,445 --> 00:33:02,415 The first month we brought it out and they were in green bottles. 678 00:33:02,415 --> 00:33:05,595 By the way, this time, like really, it was, it looked really beautiful and when 679 00:33:05,595 --> 00:33:10,335 you opened it up, the, the bottle, the, the, We went from top opening up and 680 00:33:10,340 --> 00:33:15,795 kind of shaking it out to opening it up from the side and unveiling the product. 681 00:33:16,005 --> 00:33:16,095 Mm-hmm. 682 00:33:16,340 --> 00:33:19,695 So there was a message there from the manufacturer, you know, talking 683 00:33:19,695 --> 00:33:21,345 about beautiful nails and how you. 684 00:33:22,005 --> 00:33:25,575 Uh, you know, strengthen these nails on day to day usage. 685 00:33:25,755 --> 00:33:29,055 So that just increased cuz day to day usage is not just when 686 00:33:29,055 --> 00:33:30,645 you have to toenail fungus. 687 00:33:31,395 --> 00:33:36,555 We went the very first month we launched it, it went, uh, to $6,800. 688 00:33:36,765 --> 00:33:40,245 The second month went to 28, the third month went to 68. 689 00:33:40,725 --> 00:33:46,545 67 68, we topped off at $124,000 a month. 690 00:33:46,635 --> 00:33:47,205 Wow. 691 00:33:47,445 --> 00:33:49,035 And then it ran out of inventory. 692 00:33:49,125 --> 00:33:55,845 And this is all 100% because we just changed the perception of the product. 693 00:33:55,965 --> 00:33:56,145 Yeah. 694 00:33:56,145 --> 00:33:56,235 And. 695 00:33:57,720 --> 00:34:04,680 And it went from the, the, the guy, uh, the manufacturer or the brand owner 696 00:34:05,100 --> 00:34:07,560 refused to allow me to put the price up. 697 00:34:07,560 --> 00:34:10,710 He said, Nobody's going to get over 9 99. 698 00:34:11,280 --> 00:34:13,260 Well, yeah, the product looked great. 699 00:34:13,740 --> 00:34:19,800 If you wanna swim with this horrible looking competitors, go for it. 700 00:34:20,160 --> 00:34:22,770 We went from like, the average price was 9 99. 701 00:34:22,770 --> 00:34:24,480 We took it 24 99. 702 00:34:25,110 --> 00:34:25,530 Oh wow. 703 00:34:25,750 --> 00:34:26,170 And. 704 00:34:27,255 --> 00:34:29,715 The guy made a, a ton of money. 705 00:34:30,705 --> 00:34:32,265 Matt Edmundson: That's really, yeah. 706 00:34:32,625 --> 00:34:33,345 Fantastic. 707 00:34:33,405 --> 00:34:34,605 And yet another story. 708 00:34:34,725 --> 00:34:34,965 No. 709 00:34:35,175 --> 00:34:37,425 Uh, of this whole idea of perceived value. 710 00:34:37,545 --> 00:34:40,275 And I can, I, I can, I know what people are thinking cuz 711 00:34:40,280 --> 00:34:41,235 I'm thinking the same thing. 712 00:34:41,235 --> 00:34:42,675 I'm thinking, Oh, I've got some products. 713 00:34:42,675 --> 00:34:45,105 How do I, how do I increase the value of this? 714 00:34:45,110 --> 00:34:47,195 Now you talked about doing competitor research. 715 00:34:47,200 --> 00:34:48,135 Is that where you start? 716 00:34:48,135 --> 00:34:51,015 Do you start looking around and go, Right, well I've got this product here, 717 00:34:51,015 --> 00:34:53,805 let me see what everybody else is doing and figure out how I can make this 718 00:34:53,805 --> 00:34:54,255 better. 719 00:34:55,065 --> 00:34:56,535 Norm Farrar: Yes, absolutely. 720 00:34:56,535 --> 00:34:58,755 So it's not just on Amazon. 721 00:34:59,145 --> 00:35:05,085 Amazon's a good place to take a look, but, and to make, to 722 00:35:05,090 --> 00:35:06,315 look for different products too. 723 00:35:06,315 --> 00:35:09,555 Don't forget, you've got all these crowdfunding sites. 724 00:35:09,555 --> 00:35:11,715 You've got Sharks Tank, you've got Dragons. 725 00:35:11,715 --> 00:35:15,345 Then you've got, uh, Kickstarter, you've got Indigogo. 726 00:35:15,645 --> 00:35:18,945 You can check those out for really cool products and then improve. 727 00:35:19,555 --> 00:35:22,555 And again, go back and ask the manufacturer or if you've got a 728 00:35:22,555 --> 00:35:27,355 plastic shoe stretcher that everybody else has, figure out how you can 729 00:35:28,225 --> 00:35:29,905 first, if is it a good product? 730 00:35:30,235 --> 00:35:35,275 So if not competitors, see what, what their images are. 731 00:35:35,275 --> 00:35:37,015 See what the competitors are saying. 732 00:35:37,435 --> 00:35:38,395 What are the good things? 733 00:35:38,395 --> 00:35:39,595 What are the bad things? 734 00:35:39,955 --> 00:35:42,865 What are the good things and bad things are they saying about your product? 735 00:35:43,105 --> 00:35:44,275 And try to improve on them. 736 00:35:44,275 --> 00:35:48,655 And that's one thing a lot of people forget every time you put in an. 737 00:35:49,710 --> 00:35:51,240 You should be improving. 738 00:35:51,540 --> 00:35:55,710 You should be evolving the product to be a little bit better each time. 739 00:35:55,740 --> 00:35:57,030 Is it on the packaging? 740 00:35:57,180 --> 00:35:58,260 Oh, the QR code. 741 00:35:58,265 --> 00:36:01,440 Can I do something to grab an email address somehow? 742 00:36:01,830 --> 00:36:10,170 Uh, you know, and that's a, that's such an easy way to grab and maintain a customer. 743 00:36:10,230 --> 00:36:12,000 Getting a new customer is really tough. 744 00:36:12,600 --> 00:36:14,550 Repeat customers are uber easy. 745 00:36:15,660 --> 00:36:19,920 When you say, when you have a, when you drive them over to your website and it's 746 00:36:19,920 --> 00:36:26,250 a, a PDF on something stupid, um, are you gonna, will people nowadays give 747 00:36:26,250 --> 00:36:28,620 up their email or their phone number? 748 00:36:29,160 --> 00:36:33,240 You have to make it something of either an added value, something 749 00:36:33,240 --> 00:36:35,730 that's gonna solve a problem, uh, like. 750 00:36:36,210 --> 00:36:36,900 The knife guy. 751 00:36:37,830 --> 00:36:40,080 Two recipe books that were rock solid. 752 00:36:40,710 --> 00:36:45,630 Uh, um, a weekly meal plan that gets sent to the person every week. 753 00:36:45,630 --> 00:36:48,690 And oh, by the way, this is what's happening. 754 00:36:48,780 --> 00:36:50,340 Oh, here's a recipe. 755 00:36:51,900 --> 00:36:57,301 It's just p Now if we would've just with this, we could have 756 00:36:57,306 --> 00:36:59,850 done, uh, an extended warranty. 757 00:36:59,880 --> 00:37:00,270 Mm-hmm. 758 00:37:00,540 --> 00:37:01,420 , that's okay. 759 00:37:01,860 --> 00:37:08,175 But if you can find something that people want, In exchange for their email address. 760 00:37:08,205 --> 00:37:12,285 Man, that's where I think the stats are. 761 00:37:13,275 --> 00:37:20,745 40, 44% of your sales can come from repeat customers, just on email candidates. 762 00:37:21,525 --> 00:37:21,825 Matt Edmundson: Yeah, 763 00:37:22,935 --> 00:37:24,825 that would be, I think it would depend on the industry, but 764 00:37:24,825 --> 00:37:25,815 yeah, I totally agree with you. 765 00:37:25,815 --> 00:37:26,985 That would be my experience. 766 00:37:27,255 --> 00:37:27,885 Um, yeah. 767 00:37:28,515 --> 00:37:30,585 And you can grow more if you look after that customer. 768 00:37:30,585 --> 00:37:31,785 Well, yeah, definitely. 769 00:37:31,845 --> 00:37:32,025 Oh. 770 00:37:33,135 --> 00:37:33,855 Yeah, totally. 771 00:37:33,855 --> 00:37:38,415 I mean, we saw our repeat customer rates go through the roof with one of the, with 772 00:37:38,415 --> 00:37:40,815 my beauty company that we sold last year. 773 00:37:41,175 --> 00:37:44,955 We saw the repeat order rates go go significantly higher. 774 00:37:44,955 --> 00:37:49,995 When we took out of the boxes, you know, the big plastic bubbles and like 775 00:37:49,995 --> 00:37:53,895 the plastic pillows, we took those out because we realized people were a 776 00:37:53,900 --> 00:37:56,595 bit more sustainably minded and they were buying a gift for themselves. 777 00:37:57,195 --> 00:38:00,495 So we, we wrapped the whole, the whole order in tissue paper, but the 778 00:38:00,495 --> 00:38:03,885 packaging material, we took out the plastic bubbles and we put in popcorn. 779 00:38:04,725 --> 00:38:06,545 Uh, and it was phenomenal. 780 00:38:06,615 --> 00:38:09,855 Uh, and the repeat rates went through, The people were posting pictures 781 00:38:09,855 --> 00:38:14,085 all on social media just because it had a much more interesting story. 782 00:38:14,505 --> 00:38:19,625 And so, um, I, I get the, the value of this perceived value norm, you've, you've 783 00:38:19,630 --> 00:38:22,365 got my, um, you've got my gray matter. 784 00:38:24,585 --> 00:38:28,215 Uh, whatever the official term is now norm, listen, uh, one of the things that 785 00:38:28,215 --> 00:38:31,215 we touched on before the podcast that I really, I wanted to dig into for at 786 00:38:31,215 --> 00:38:35,175 least a couple of minutes, cause I'm aware of time here, but, um, you've got 787 00:38:35,180 --> 00:38:42,285 this mad influencer challenge, uh, going on and, um, just tell the good folks 788 00:38:42,285 --> 00:38:45,405 what, what this is, what your, what your, what your son's challenged you to. 789 00:38:46,335 --> 00:38:46,605 All right. 790 00:38:46,605 --> 00:38:49,035 So there seems to be a lot of stories norm in your life where 791 00:38:49,035 --> 00:38:52,095 your son said you should do this, and you, you kind of go and do it. 792 00:38:53,295 --> 00:38:58,455 , Norm Farrar: I, I know, I, I gotta stop listening to them, . So, on 793 00:38:58,455 --> 00:39:03,345 the Amazon side, I would consider myself somewhat of an influencer. 794 00:39:03,525 --> 00:39:07,725 Not the biggest, not the small kind of, you know, Goldilocks right in between. 795 00:39:07,965 --> 00:39:08,205 Mm-hmm. 796 00:39:08,420 --> 00:39:11,835 . So I've got a really great following over there, but as a 797 00:39:11,865 --> 00:39:18,795 buyer, I don't have a single, not a single one follower, not one. 798 00:39:19,365 --> 00:39:21,105 So that's a problem. 799 00:39:22,395 --> 00:39:28,845 They told me about becoming an influencer and I said, There's no way 800 00:39:28,875 --> 00:39:30,375 that I can do just like the podcast. 801 00:39:30,375 --> 00:39:32,205 It was like, I'm not gonna do a podcast. 802 00:39:32,205 --> 00:39:34,425 And then I ended up, I ended up liking it. 803 00:39:35,385 --> 00:39:38,805 One of the things we were talking about is how. 804 00:39:39,495 --> 00:39:43,665 Influencers or this whole influencer side of things using influencers. 805 00:39:43,695 --> 00:39:44,595 How do you find them? 806 00:39:44,595 --> 00:39:45,495 Where do you find them? 807 00:39:45,675 --> 00:39:48,705 How do you communicate with them is very difficult or it 808 00:39:48,705 --> 00:39:50,145 looks like it's very difficult. 809 00:39:50,595 --> 00:39:51,495 I wanna end that. 810 00:39:51,555 --> 00:39:52,755 I want to go on TikTok. 811 00:39:52,845 --> 00:39:54,345 It hasn't even started yet, by the way. 812 00:39:54,375 --> 00:39:54,465 Mm-hmm. 813 00:39:54,705 --> 00:39:55,875 . But I want go on TikTok. 814 00:39:55,875 --> 00:39:59,625 I wanna do a video diary just telling people this is what I did today, 815 00:40:00,225 --> 00:40:02,235 this is what I'm doing the next day. 816 00:40:02,235 --> 00:40:03,435 This is, and just keep going. 817 00:40:03,435 --> 00:40:06,885 365 days showing people exactly. 818 00:40:07,440 --> 00:40:11,040 What I did, how I did it, and to grow the base. 819 00:40:11,280 --> 00:40:14,130 But while I'm doing that, this is the stupid part. 820 00:40:14,700 --> 00:40:18,030 I am becoming an influencer with no following. 821 00:40:18,450 --> 00:40:21,450 I am going out there doing the video diary and saying, Hey, if 822 00:40:21,450 --> 00:40:25,710 you wanna become an influencer, everybody's becoming an influencer. 823 00:40:25,710 --> 00:40:27,030 Everybody's got a podcast. 824 00:40:27,090 --> 00:40:29,370 All right, so now on the influencer. 825 00:40:30,945 --> 00:40:34,845 It was tough to get an Amazon or affiliate account. 826 00:40:34,905 --> 00:40:35,805 It was confusing. 827 00:40:35,805 --> 00:40:40,365 Maybe it's just cuz I'm old, but then the influencer side and you know, 828 00:40:40,365 --> 00:40:42,075 getting, getting to be approved. 829 00:40:42,075 --> 00:40:42,915 What did I need? 830 00:40:42,915 --> 00:40:43,935 What did I not need? 831 00:40:43,935 --> 00:40:45,675 What was the equipment that I needed? 832 00:40:45,915 --> 00:40:48,765 I had to build a studio just right over there. 833 00:40:49,095 --> 00:40:51,525 Um, that's different than the broadcast studio. 834 00:40:51,825 --> 00:40:53,445 Uh, what do we need for. 835 00:40:54,150 --> 00:40:59,550 All the problems, all the hurdles that are happening and, alright, so 836 00:40:59,550 --> 00:41:03,750 they challenged me to go from zero to a hundred thousand followers. 837 00:41:04,290 --> 00:41:10,080 So what I need to do is I need, I took the challenge up and I said 838 00:41:10,080 --> 00:41:11,220 like, I got nothing else to do. 839 00:41:12,790 --> 00:41:16,620 . Yeah, I'm going to become an Amazon influencer. 840 00:41:16,620 --> 00:41:19,320 I'm gonna go on TikTok, I'm gonna do Facebook, I'm gonna 841 00:41:19,320 --> 00:41:22,560 do YouTube, and I need product. 842 00:41:23,535 --> 00:41:29,475 Anybody, include anybody who's listening if you want free of charge. 843 00:41:29,475 --> 00:41:31,095 So I'm waiving set of fees. 844 00:41:31,095 --> 00:41:32,055 I'm not doing this. 845 00:41:32,085 --> 00:41:33,315 I'm doing it more of a challenge. 846 00:41:33,495 --> 00:41:37,635 Set up fees, video production fees, uh, photo fees. 847 00:41:37,635 --> 00:41:40,215 If I write content, it's all waived. 848 00:41:40,220 --> 00:41:40,965 It's free. 849 00:41:41,055 --> 00:41:45,645 We're just doing it, and I'm just doing it all like every, every night or on 850 00:41:45,645 --> 00:41:50,715 the weekend, I'm just doing videos and videos and videos and hopeful. 851 00:41:51,540 --> 00:41:55,980 People like what I'm doing and they see the products and they give me a 852 00:41:55,980 --> 00:42:01,320 follow, or they put me into a group that want to get deals and I, you 853 00:42:01,320 --> 00:42:03,420 know, pick up some followers that way. 854 00:42:03,660 --> 00:42:05,340 Yeah, that's my challenge. 855 00:42:05,430 --> 00:42:09,240 So it's called Lunch with Norm deals, uh, you'll be seeing it 856 00:42:09,240 --> 00:42:11,520 more the, the web, the actual. 857 00:42:12,570 --> 00:42:15,510 Is gonna be launching probably next week. 858 00:42:15,870 --> 00:42:16,200 Okay. 859 00:42:16,200 --> 00:42:21,960 I just started going on to Amazon Live and we're planning the TikTok video 860 00:42:21,965 --> 00:42:24,750 journal, uh, probably starting next week. 861 00:42:25,440 --> 00:42:25,800 Matt Edmundson: Wow. 862 00:42:26,400 --> 00:42:30,210 So by the time this podcast comes out, that will in theory be all 863 00:42:30,215 --> 00:42:34,470 live and so people can go and follow you and connect with you and, 864 00:42:34,470 --> 00:42:35,820 and see what the hell's going on. 865 00:42:36,990 --> 00:42:37,320 Norm Farrar: Yeah. 866 00:42:37,410 --> 00:42:40,980 And oh, I should mention the only thing. 867 00:42:41,415 --> 00:42:47,085 So it is not like there's a, a string attached, but we are charging if 868 00:42:47,085 --> 00:42:48,645 there, it's all performance based. 869 00:42:48,645 --> 00:42:52,605 So if you get no sales and you just get, you know, a video out of it, that's fine. 870 00:42:52,965 --> 00:42:55,725 But if you do get sales, we charge 10%. 871 00:42:56,145 --> 00:43:00,465 And the reason we're absorbing all the charges for any paid 872 00:43:00,885 --> 00:43:02,285 advertising, any, anything. 873 00:43:02,655 --> 00:43:05,535 So my focus is building up this challenge. 874 00:43:05,865 --> 00:43:08,025 We're not, and this isn't a course. 875 00:43:08,530 --> 00:43:11,920 It's, This is strictly a challenge that I'm trying to do 876 00:43:11,920 --> 00:43:14,010 to see if I can, I can do it. 877 00:43:14,790 --> 00:43:15,270 That's, it. 878 00:43:15,780 --> 00:43:16,890 Matt Edmundson: Sounds fantastic. 879 00:43:17,580 --> 00:43:19,110 I'm, I'm gonna be following along. 880 00:43:19,260 --> 00:43:20,670 Norm, I'll be one of your followers. 881 00:43:20,880 --> 00:43:22,830 Uh, I'll be, I'll be commenting in there. 882 00:43:22,830 --> 00:43:23,370 No problem. 883 00:43:23,700 --> 00:43:24,480 All right, great. 884 00:43:24,780 --> 00:43:25,680 That sounds great. 885 00:43:25,680 --> 00:43:28,380 So, Norm, listen, you know, uh, this show is sponsored by 886 00:43:28,380 --> 00:43:29,640 the eCommerce cohort, right? 887 00:43:29,640 --> 00:43:33,630 Which is all about using coaching and peer mentoring to deliver eCommerce well. 888 00:43:33,660 --> 00:43:37,990 So I want you to imagine you are stood in a room full of cohorts. 889 00:43:38,310 --> 00:43:39,360 You've just delivered your. 890 00:43:39,885 --> 00:43:40,185 Beach. 891 00:43:40,185 --> 00:43:42,765 You've show, you've told your stories, you've shown photographs 892 00:43:42,765 --> 00:43:45,585 of the Dead Sea mud and the lives and all that sort of stuff. 893 00:43:45,645 --> 00:43:47,325 The Crowd is giving you a stand innovation. 894 00:43:47,325 --> 00:43:48,105 It's going wild. 895 00:43:48,165 --> 00:43:48,565 Yeah. 896 00:43:48,915 --> 00:43:49,335 Going on. 897 00:43:49,635 --> 00:43:52,905 Uh, and you're, you're up there and you go, Well actually, uh, I'm here 898 00:43:52,905 --> 00:43:54,645 thankfully because of dot, dot, dot. 899 00:43:54,650 --> 00:43:57,525 And so you get a chance to thank, uh, those folks who have 900 00:43:57,530 --> 00:43:58,755 had a big impact on your life. 901 00:43:58,785 --> 00:44:02,295 You know, family, mentors, authors, software, podcasters, et cetera. 902 00:44:02,865 --> 00:44:07,425 I'm curious to know who is on the list of people you are thanking and. 903 00:44:10,020 --> 00:44:13,860 Norm Farrar: Prob outside of family out, probably the number 904 00:44:13,860 --> 00:44:16,440 one, and I highly recommend this. 905 00:44:16,920 --> 00:44:18,660 Always trying to improve. 906 00:44:19,140 --> 00:44:22,920 So the biggest improvement, the biggest group of people that I 907 00:44:22,925 --> 00:44:24,960 can thank is something called eo. 908 00:44:24,965 --> 00:44:30,420 It's an association that I, I, 27 years ago I got involved with. 909 00:44:30,420 --> 00:44:31,440 They're still around. 910 00:44:31,800 --> 00:44:35,130 They're a big organization where you have a monthly meeting, 911 00:44:35,550 --> 00:44:36,570 but then you have a forum. 912 00:44:37,620 --> 00:44:40,770 , our farm group still meets 27 years later. 913 00:44:40,980 --> 00:44:41,040 Wow. 914 00:44:41,040 --> 00:44:43,260 And it's like your board of advisors. 915 00:44:43,470 --> 00:44:47,370 So if something comes up, if you have a problem, they will help you out. 916 00:44:47,460 --> 00:44:52,170 Um, and also just the absolute knowledge and meeting people. 917 00:44:52,320 --> 00:44:55,620 They have universities, they call universities that you go to 918 00:44:55,620 --> 00:44:59,520 different cities and you learn, uh, from other business people. 919 00:44:59,760 --> 00:45:03,390 Um, just how to operate your business and run your business properly. 920 00:45:03,870 --> 00:45:05,490 So that's, that's. 921 00:45:06,315 --> 00:45:07,305 That's one. 922 00:45:07,665 --> 00:45:11,805 But within the group, I mean, just there's so many people, so many 923 00:45:11,805 --> 00:45:15,975 individuals that I've been able to, to meet and talk to and expand. 924 00:45:16,365 --> 00:45:19,095 You are who you hang around with, you know? 925 00:45:19,995 --> 00:45:20,265 Absolutely. 926 00:45:20,265 --> 00:45:24,555 People talk together and I got to meet so many people. 927 00:45:25,185 --> 00:45:27,825 So the, that's probably my number one. 928 00:45:27,825 --> 00:45:31,605 If I was gonna thank anybody, it's, uh, entrepreneurial organization. 929 00:45:31,605 --> 00:45:32,265 It's called e. 930 00:45:33,225 --> 00:45:34,215 Matt Edmundson: Fantastic. 931 00:45:34,725 --> 00:45:37,395 Yeah, I love those sort of coaching mentoring groups that have been around 932 00:45:37,395 --> 00:45:39,165 for a while and you know each other well. 933 00:45:39,615 --> 00:45:41,295 Uh, and you know, each other's got your back. 934 00:45:41,295 --> 00:45:41,985 That's just brilliant. 935 00:45:42,135 --> 00:45:43,545 That's fantastic. 936 00:45:43,605 --> 00:45:45,885 Listen, Norm, it's been an absolute pleasure. 937 00:45:45,890 --> 00:45:47,985 Honestly, I've loved hearing your stories. 938 00:45:48,195 --> 00:45:51,315 I feel like I've got, you know, a thousand more questions. 939 00:45:51,315 --> 00:45:53,295 I'd love to pick your brains on it some more, some time. 940 00:45:53,295 --> 00:45:56,835 But for now, uh, because of time, how do people reach you? 941 00:45:56,835 --> 00:45:58,725 How do people connect with you if they want to do so? 942 00:45:59,985 --> 00:46:02,805 Norm Farrar: Well, uh, I'll make it really easy. 943 00:46:02,955 --> 00:46:10,395 Norm at amz, like amazon amz.club, not.com or that would be going to Amazon. 944 00:46:10,755 --> 00:46:13,805 So Norm@AMZ.Club. 945 00:46:14,505 --> 00:46:15,405 amz.club. 946 00:46:15,410 --> 00:46:19,150 And of course if you are from the UK that's amz.club true 947 00:46:22,840 --> 00:46:24,220 uh, which is how the Queen would say it. 948 00:46:24,670 --> 00:46:25,570 Uh, well, had, sorry. 949 00:46:25,570 --> 00:46:26,440 That's how she would've said. 950 00:46:26,445 --> 00:46:29,470 That's probably slightly disrespectful now, uh, being the Queen's English. 951 00:46:29,950 --> 00:46:32,740 So Norm, thank you so much for joining us. 952 00:46:32,740 --> 00:46:35,860 We will of course, uh, put Norm's email in the show notes along with a 953 00:46:35,860 --> 00:46:38,410 link to his podcast, uh, which you. 954 00:46:38,810 --> 00:46:43,010 For free, along with a transcript, e-commerce podcast.net, or if 955 00:46:43,010 --> 00:46:46,280 you'll subscribe to the email, it will come direct to your inbox, 956 00:46:46,640 --> 00:46:48,530 uh, at some point this week. 957 00:46:48,535 --> 00:46:49,160 Yes, it will. 958 00:46:49,165 --> 00:46:53,870 So, uh, Norm, listen seriously, man, really appreciate it. 959 00:46:53,870 --> 00:46:56,600 It's been great getting to know you, uh, to connect both on 960 00:46:56,605 --> 00:46:58,090 your podcast and on this one. 961 00:46:58,090 --> 00:47:00,020 It's been an absolute treat and an absolute pleasure. 962 00:47:00,020 --> 00:47:01,970 Thank you so, so much for coming onto. 963 00:47:02,775 --> 00:47:03,855 Oh, you're very welcome. 964 00:47:03,855 --> 00:47:05,355 And we gotta get you back on lunch with Norm. 965 00:47:05,715 --> 00:47:07,305 Matt Edmundson: Yeah, well, we'll be doing this again. 966 00:47:07,305 --> 00:47:08,685 I'm sure we'll be going back and forth. 967 00:47:08,685 --> 00:47:10,995 It won't be the first time or the last time rather. 968 00:47:11,325 --> 00:47:12,825 Uh, so there you have it. 969 00:47:12,830 --> 00:47:14,235 What a phenomenal conversation. 970 00:47:14,235 --> 00:47:17,295 Again, huge thanks to Norm for joining me today, and also a 971 00:47:17,295 --> 00:47:18,705 big shout out to today's show. 972 00:47:18,705 --> 00:47:20,565 Sponsor the e-commerce cohort. 973 00:47:20,570 --> 00:47:25,305 Do head over to ecommercecohort.com for more information about this new 974 00:47:25,305 --> 00:47:27,345 type of e-commerce community you. 975 00:47:27,890 --> 00:47:31,850 Join, Be sure to follow the e-commerce podcast wherever you get your podcast 976 00:47:31,850 --> 00:47:35,240 from because we've got yet more great shows, more great conversations 977 00:47:35,240 --> 00:47:38,600 lined up, and I definitely don't want you to miss any of them. 978 00:47:38,840 --> 00:47:43,610 And in case, dear listener, no one has told you yet today, you are awesome. 979 00:47:43,730 --> 00:47:44,390 Yes you are. 980 00:47:44,600 --> 00:47:45,620 It's just a burden. 981 00:47:45,620 --> 00:47:46,610 You have to bear it. 982 00:47:46,610 --> 00:47:47,480 Norm has to bear it. 983 00:47:47,540 --> 00:47:48,230 I have to bear. 984 00:47:48,900 --> 00:47:49,680 You've gotta bear it. 985 00:47:49,860 --> 00:47:51,510 We may as well just suck it up and get on with it. 986 00:47:51,870 --> 00:47:54,930 Uh, the eCommerce podcast is produced by Orion Media. 987 00:47:54,930 --> 00:47:58,620 You can find our entire archive of episodes on your favorite podcast app. 988 00:47:58,920 --> 00:48:02,140 The team that makes this show possible is Sadaf Beynon, Josh Catchpole, 989 00:48:02,160 --> 00:48:04,050 Estella Robin and Tim Johnson. 990 00:48:04,410 --> 00:48:07,770 Our theme song is written by Josh Edmundson and My Good Self. 991 00:48:07,830 --> 00:48:10,710 And as I mentioned, if you would like to read the transcript or show 992 00:48:10,710 --> 00:48:15,180 notes, head over to the website eCommercepodcast.net where you can also. 993 00:48:15,920 --> 00:48:18,920 For the weekly newsletter and get all of this good stuff. 994 00:48:18,920 --> 00:48:21,590 Direct your inbox totally for free. 995 00:48:21,950 --> 00:48:25,430 That is it from me and that is it from Norm for this week. 996 00:48:25,430 --> 00:48:27,170 Thank you so much for joining us. 997 00:48:27,470 --> 00:48:31,640 Have a fantastic week wherever you are in the world, I'll see you next time. 998 00:48:32,240 --> 00:48:32,810 Bye for now.