EPISODE 13: Daniela Bolzman

Within the first 10 mins we smashed out a 3-step plan to improve your listing – introduced by Daniela and eagerly backed up by myself. Daniela’s enthusiasm towards branding on Amazon radiates through this episode and I encourage any owner to get their notepad out as this is crammed with valuable nuggets for you to go and implement.

In this episode we discuss:

  • 3 fundamental components of a rocket listing, all of which actionable to go and implement today
  • What skills to aim for when making your first Amazon hire
  • Why testing is underutilised but highly effective, and how/when to do it
  • Where you can get creative examples to inspire your brand and your content, both on and off Amazon
  • What squeeze costs are and why you must adopt them as part of your marketing budget

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Click here for the RAW unedited transcript
[0:00:01] George Reid: Welcome to us Always Day One. My name is George Reid, a former Amazonian turned Amazon consultant. Each week in the podcast, you’re gonna hear industry expert Brando it on Amazon employees share their answers to the basic yet fundamental questions. You should be asking yourself a bag your Amazon business. Now let’s jump in. Hello, Danielle. Thank you. Firstly, so much for joining me today. For those who aren’t on video, Danielle Iss currently sat in a cupboard because she’s very passionate about getting the top audio quality, which I’m a massive fan off today. Those who go above and beyond to create that broad in experience for us listeners. Now, other than Daniella being someone who enjoys the odd closet, more topic covet. Daniella Jonah, give us a bit of a background about yourself of what you’re doing in the Amazon world these days, and then we can get on some spicy questions.

[0:01:00] Daniela Bolzman: Sure. Thanks, George. Thanks for having me and do it all for the listeners. Uh, so I’m Danielle of the founder of Mindful Goods. We’ve been around a few years, and we are the one stop shop for Amazon listing optimization. So brands of all sizes come to us when they want to look their best and get found on Amazon with show stopping graphics.

[0:01:26] George Reid: Yes. And that is such such a monstrous topic. No matter what stage Robin, your hammers and journey, there’s always kind of this conversion on visibility. Right? And you do a such a brilliant job with this. I followed. You guys are linked in for some time now, and some of the content you put out is really But when you go on initially, look at a brand endurance The analyzing brands over the time like that we all are. What do you initially looking at? What are you looking for? How do you analyze it?

[0:01:57] Daniela Bolzman: Sure, I actually break it down into three parts. Um and this is actually, like a very distilled, simplified version of what I call the by now method, which has, like, 15 points with examples of all of it that you can download on our website, but in the simplest form and look at it with three main points. So the first point is getting found, right? And so this is where your s E o copies coming in. This is where you are. really focusing on rink and search ability. So as we know, Amazon is first and foremost a search engine. So if you’re not using the right keywords or a bulk of keywords that you should be using, then you’re just not gonna get found, period. So I would say 50% of brands just still aren’t even there yet. Like they haven’t even realized that this is probably step number one Basic step number one of your foundational pieces of your Amazon listing. Right? And it’s complicated, but you can do it, Um, or you can hire lots of companies to do it for you. These there’s tons of tools that are out there that help you find these keywords and help you infuse it into your copy. But then, beyond that, we get into helping your copy stand out with, you know, more of a coffee writing approach, and that’s in more in step two and three, except to the second thing I’m looking at after we’ve checked your search ability. In terms of Is your is your Are your bullets optimized? Is your headline optimize or you just Are you putting in back and keywords? Are you all of those basics, right? In terms of of search, ability and keywords. Then Step two is now. You’ve been found in the search results, but are people clicking on your listing? Are you getting people to click and come into your listening sessions? Traffic, Um, and what? What gets them into your listing? Really, it’s that main image. So spending some time on this meat images is probably if I had to guess out of all the things that I think brands are leaving on the table, this is the one area that I think is is the most critical factor that brands just put up their main stock image. And they don’t spend enough time really thinking through all the ideas that you can dio Teoh really help you get the eyeballs over your competitors, and this is getting more and more competitive. So we’ve identified six different types of what we call eye candy that you can apply to your main image. Things like shadows, angles, orientation on. And that’s not even talking about whether you’re doing a photo versus Orender, right, because we know three D renders are super crisp, and you can get those that vibrancy and that color to just pop off the page. And I guarantee you you wouldn’t even know what a photo is versus Orender at this point anymore. When you’re looking at Amazon search, there’s some that are just a blatantly terrible renders right. I know you’ve seen these something or just like so brilliant. Like if you look at most beauty brands, I would I would guess, more than you know, 60 or 70% of them right now are using renders. So the renders have gotten so good at looking just beyond Riel. They just they just pop off the page, right? And you really need to pop off the page. Teoh, get those clicks right. And so one thing that you know, a peer of mine told me was picks get clicks and it’s true you spend a lot of time really honing in on just this one piece. You can get the clicks away from your competitors and we just actually are releasing a case study with a brand called Yes Bar. And we only focused on this one thing with them. That’s all we did. I mean, we redid their whole listings, but we spent the bulk of the time really spending some ideation around this main image. What else could we dio? And ultimately we ended up doing three different things. We reduced the space, the white space around their image and made it bigger. We did a three render instead of a photograph, so it’s really crisp and eye catching on. Then we added a badge on top of the packaging, so it’s still, you know, in that Dreyer of compliance. But it’s adding value to the shopper, and they’re buying experience. You know, it’s not a blatant, um, you know, disregard for Amazon’s terms of service in that sense. So those few little changes really health impact, how they appear in search between two of the top sellers in their category and that one thing alone, we isolated it for two weeks and so on 11.8% increase in sessions. And so imagine that sort of micro change that you’re making across an entire portfolio of products like Imagine, like the products are like the bark box of the world. You know, these thes brands are doing millions of dollars on Amazon, and if you spend, you know your plateau ing And if you go back to the optimization principles and you optimize for that extra five that extra 10% just off that mean image we’re talking hundreds of thousands of dollars a year. That is, that you can do off of these tests that cost you less than $100. So, um, that’s the kind of stuff we look for in the main image. That’s the second piece right now. The third piece is actually reducing all the barriers abiding and getting people to buy now. And so what I look for when I’m looking at listings is what does your what’s the story of your brand? What’s happening on the page? If I go to your instagram in your website and then come to your to your Amazon page? Do I do I look in here and feel all the same things or not? Why not? You know what? What did your product images telling me? Are they telling me anything or they just showing me a stock image? Is there anything even drawing my eye to those images to get me to click on it and cycle through them and spend more time on them? And understand them because we know Amazon a tracking engagement, right? And then in the A plus content. I look at that as really the only place on your product pages where Amazon’s giving you a chance to really tell your story in, um, in a big way, you know, and so many brands air using the modules that Amazon is giving them, which kind of makes it look hodge podgy and doesn’t allow you to fully do your thing. You know, if you go to your website and then you go to your Amazon product page and there’s a disconnect, then it’s time to rethink those assets.

[0:08:02] George Reid: I think we’re gonna get way. We’re gonna get through many of my questions here because I think I’ve got 87 followers based. So you’re just coming back to I think point number one is kind of the foundation, right? The you’re going to really struggle to succeed on Amazon. If you can’t create relevant for certain keywords, you can only do that. They’re in sound of your listing, and you’re doing some PPC stupas well with with guards with seven point, though I think there’s so much focus should be on what was going to get that click on and getting the click. Obviously, impact your relevance. How many clicks you’re getting for a keyword? Obviously, is determining part of your sales rank right on that images so true it’s gonna be interesting to see your yes bar case study when you release. Hopefully, you gonna show with me early because you’re kind. But it’s It’s so true in terms of 11.8% increase in sessions for one product. If you’ve got 10 2030 products, what’s the impact of that on? But I think that’s really interesting. Kind of the different ways off thinking outside of the box. Is it a shadow? Is that your packaging? Is it the angle? Like you said there on the renders, some people will cheap out like you said, but you’re only kind of shooting yourself of foot a little bit. You could pay $100 surrender, or you could pay 30 and you not go me pat myself on the back of, say, 70 bucks. But what’s the impact of that over a year long period? It’s just upset, right?

[0:09:39] Daniela Bolzman: Right. What we like to do is actually think of it like a whole brainstorm session. You know, like, let’s actually just put the main image into a document and say, What are all what is all the competition doing in our category and maybe outside of our category? Let’s get some different ideas going of what can actually make this product stand out is their accessories. Is there Ah, close up shot we can do. Is there a shadow we can apply to This? Is there, um, is there different badges we can enhance on on it? Is there certain keywords that we know absolutely without a doubt people are searching for when they’re looking for this product? How can we enhance that honor packaging, you know? And once we come up

[0:10:15] George Reid: with

[0:10:15] Daniela Bolzman: that loose of ideas, working with a designer, Teoh iterated, not just create one image and say, OK, this is better. Let’s go with that. It’s It’s using a sophisticated tool like pick foo that’s going to survey off of Amazon. Get the data that you need within an hour, spend less than $100 then take all that feedback and rinse and repeat not just go uploaded to Amazon because you found a winning variation. It’s okay now. What are people saying when we show them these three options that we think are great? We might be completely wrong in our assessment. We know there’s a clear winner. Maybe, but now we’re getting all this other feedback. I’ll give you an example. We did a packaging it aeration where we did a poll, and 95% of respondents of the 50 respondents said that they didn’t even know what the product was by looking at the photo. OK, so first of all, it’s just not working, not working, period, right? So then we took the feedback that we got and we you know, obviously we did some homework and we and we understand what’s missing and just from common sense. So we fixed some basics, right? We put we put a header on top of the packaging to really just say this is what this is. We added a visual of This is how it works on the outside of the packaging. Just really simple upgrades. It didn’t cost a lot for this brand to go and just fix, you know. And so then we ran a second test. We brought it from the, you know, the 5% of people that knew what it was to 65% of what it waas and based off of the remainder we identified one more change we could make to bump it up another 20%. And that was that was to two tests on pick food. Probably each one cost less than $100. Then you’re working with a designer to just design. You know,

[0:12:02] George Reid: it’s so interesting. A lot of it comes down to validation. And no matter what area of the business you’re looking for validation. You have these ideas that could be a product idea. But when we look at the images that we’re talking about now you’re like, That’s great, but you need to validate that. And that’s fascinating about your idea. Has not being validated by anyone into the throw up for a poll like that on will include a handsome pick to pick through links in the description as well to get some discounts, because the brother he did one earlier on, and for 40 quid he was like Here are 50 reviews of real people in my target market and they’re telling me they like these colors that don’t like these colors like these keywords. They don’t like the skewer tactfully, that one there about just not knowing what the product is. I see that quite often, like I knew something like, I don’t know what it is I’m telling member system If I’m asking and I’ll be speaking to you for like a few weeks now, I’m still unsure. Someone’s obviously scrolling past it or pausing, then scrolling, I think is really interesting. Look, a little bit further the including those keywords and the packaging. I think it’s such a cute thing like you’re looking at the qs that people are searching for and you’re doing everything you can. But what are you doing with your image to somehow include the keyword? You’re right. It’s a gray area with those thumb now, um, kind of overlays. What what spirits have you had with Amazon Mawr recently Regarding notes, if you pad your hand slapped a few times or

[0:13:42] Daniela Bolzman: so, I think where you get your hands slapped is when it comes to intent and blatant, blatant abuse, right? So I think what Amazon All of these rules air about intent. For instance, if you’re trying to steal people away and direct them to your website. That’s a problem. Okay, if you’re trying Teoh, um, just blatantly abuse the rules and just slap text over the top of your product not on the top of your product, but on the top of like the white space on the image. It’s so clearly a violation of terms of service, you know what they want is very clean product images, and they want people to understand what it is very clearly. So if there’s value there and if you’re aiding the shoppers experience in my mind, I think that’s where the grey area exists and where the intent is a positive one if you’re adding value. And so I think until Amazon becomes more clear on that specific end week, we can continue to kind of push push the boundaries a little bit on that end.

[0:14:39] George Reid: Yeah, and I think the this is gonna be usually a hand slap 1st may go change its image and they’re gonna flak it right. They’re not gonna immediately come down. And you, if you try a thumbnail and go, your whole listing is blocked, and it’s never going to get

[0:14:56] Daniela Bolzman: And here’s the thing right? I think, for CPG specifically, it’s really important for shoppers to see these times of types of call outs because a lot of people searched by trend. They search Mike Ito paleo so they want to see what they’re looking for. They want to understand. Is this the product that I’m looking for? First of all? And if you’re you know, if you’re uploading an image that is in violation, what Amazon will typically do is suppress the listing. Now you have to be careful that you’re watching it because you might not even get the email that says, Hey, you’re listing is suppressed. All of a sudden you realize you’re not getting sales today. What’s going on? Why is my listing suppressed? So you don’t want to go hours or days without noticing something like that? You know, that’s what can cost you thousands of dollars. So

[0:15:40] George Reid: e think Yeah, that that system is is so true and it comes down to your operational basics. But Europe, you’re absolutely right with regards. CPG particularly how you aiding that shopping experience on guy. Think if you get that thumbnail right and push the boundaries a little bit where you can to stand about utilizing pick food to see what people are wanting from your thumbnail as well. People. What people are reacting to is incredibly powerful on then on the final point there, with regards to reducing barriers. I think this mindset of producing barriers, not putting hurdles in the way of people can apply to different parts, right, Even if it comes down to your product insert and getting reviews, how are you making that process easier? You’re reducing barriers. You’re making it easier. You’re removing the blockers the same on the listing. I always have a simple mentality off. Imagine you had no text on the listing. What’s forever. They just got humane images. Do they have enough information there to make an informed decision and purchase? If they don’t, then your images simply haven’t done their job. There are blockers. There are barriers in the way. I always need to be looking at looking at different components. The images does it does it. So what it is? Is there enough info? Call now. Ignore the images. Look at the bullets, Does it? So what? It is there enough info on. Look at different components of it and go, Are there any blockers and then maybe even use pick food or something to go? Can you survey this and go? Do you understand what it is

[0:17:16] Daniela Bolzman: or one style of missing from this listing? What questions you have about this listing? We actually did a poll like that recently as well. Um, we just went and grabbed a random product. It was a pack of ice packs from, you know, Amazon. And there was two questions that people ask over and over and over again that we’re just obvious that why didn’t this person put this in their listing? And you would think because you’re so close to the product sometimes you miss, he’s so obvious, you know, questions because you think OK, this is all the specs. I have it down. I I made all my beautiful images and listing. You could tell it invested in it. It looked great, but the two questions were What materials is this made out of? Because people are concerned about things being toxic and their kids using an ice pack or whatever. And then the second thing was how how long and durable is this right. So how long will let’s say cold and how long will it last? It was like a two part two part about durability and time, length of seeing cold. And those are things that you can really easily show in a visual that look amazing. It’s just a simple quick fix on an existing graphic that you might already have. You just add a text layover. You know,

[0:18:26] George Reid: I think that’s so important. It’s like when you look at reviews and you’re pulling out questions from reviews as well as questions in the Q and A section on the Amazon page. But continuously doing that because

[0:18:37] Daniela Bolzman: that

[0:18:37] George Reid: can also fee feed into your PPC strategy as well. Maybe your youth planting videos at the moment within the search results and going. Actually, people are asking about these three questions. What’s it made of? How long is it gonna last? That’s what I’m gonna dress in the first three seconds off the video, and it’s going to sit in the search results on that continuous process of asking questions to your audience. Some people find it very difficult to justify the cost, but they’re not thinking long term, and I think that’s a mindset thing. White suddenly thinking these short term costs and that’s gonna eat at my profit this month or whatever. But the really not thinking about the long term impact.

[0:19:17] Daniela Bolzman: There’s a difference between your start up costs and set up costs, and you have to get it up and running versus okay. Now, how do we squeeze this some more? How do we squeeze this some more? How do we squeeze this? The more and keep coming back through that optimization cycle? That 11.8% increase in sessions is just one example right of of that, let’s say the test was $100 for that brand. It was, let’s say, $3500 in annual revenue. They’re going to see from that one change. Imagine a brand that does millions of dollars. I mean that the dollars and cents I mean totally makes sense. So you kind of have to have to look at each change and say OK, if I can show an improvement, How do what is my conversion rate based on this improvement and what are the dollar is the trackable dollars are going to come from making this change. You know,

[0:20:06] George Reid: I think that’s gonna helping people see that data more clearly. That’s certainly probably some challenges with people going What? How do I track that data on? You can use your business reports and things like that. Look at your conversion rate changing and the impact that’s having your on your top line. But before we get too bogged down on that one topic, I want to shift a little bit. Look about skill set, which ties in quite nicely on my question is, if you could hire just one individual to help a brand, what with their skill set B and what

[0:20:41] Daniela Bolzman: oh, 11 individual toe help one. Singular. You know, I think it’s I’m gonna cheat and say It’s the Jill of all trades person. I think it’s

[0:20:59] George Reid: fun.

[0:21:00] Daniela Bolzman: I think it’s the person who, to be honest, I think everybody needs someone like this in their corner. I think a designer is solely focused on design. It’s what’s interesting is when I look at the structure of our team, every single person that works with with us, that mindful goods, they have a very singular focus. Our project manner managers Onley doing project management our designers Onley doing design our creative directors on Lee doing creative directing That’s it. Our our copywriter Onley coffee sdo Onley ASIO Every person becomes a master what they’re doing and everyone together, they know their part and they pass it on to the next person. Kind of like an assembly line. But everyone is part of this puzzle now. Every brand needs the person who’s gonna understand all of these pieces and be able to say, Well, there’s 100 50 pieces that you need, but really, where you are in phase one, you only need these 10. So let’s just start with the 1st 10 because otherwise you’re gonna talk to five people there are going to tell you to dio 20 different things and you’re gonna think that you know, you’re never gonna get all this stuff done, you know, But as an entrepreneur, there’s always gonna be a million things that you have to do is a brand builder. There’s always interview million things you got to dio. It’s about understanding and prioritizing what matters now with the stage that I’m at in this moment

[0:22:22] George Reid: Yeah, I got someone who can give you focus is probably a big element of that because it different points in that brand journey To begin with your thinking. Well, we need someone who understands the operations because that could be detrimental to your success, that then, once we’ve got product, we want branding person. And then once you’ve got the branding nailed, we need a traffic person on. But I think it’s a nice for looking at it because a lot of people are answering this question. That’s why I enjoy it with what somebody’s gonna do. Content like cool and actually interviewed some kind of Amazon folks before I launched a podcast on their mindset was one of the first one that I thought was great was like someone who’s gotten ability to learn new skills. So it’s like we can all learn the copyrighting right. If there’s enough trading out there to learn how to write copy for an Amazon listing. So the tenacity on the ability to pick up information like you maybe not gonna do the top 10% of the people who do copyrighting like within your team that you can get a very, very good thing who takes office another three things you just went through there. So it’s kind of that mentality is perhaps what you’re saying you’re looking for, um, I just putting words in your mouth.

[0:23:35] Daniela Bolzman: No, I think that that’s an interesting perspective. I think there’s two schools of thought on that, right? A solo entrepreneur, I think, absolutely in the beginning have to be self starter, and you have to be learning all the time. But as you start to grow, I almost think you become more and more. You have to become a delegator. And I think this is one of the hardest things for me to learn personally. And what’s interesting is I notice is very cultural. So I’m curious about your experience in this, but, um, having lived in the US and having been raised in the U. S. Um, I was raised to do my own laundry and wash my dishes and make my bed, and I do all the things I learned to do all the things, and I and I learn it. If I don’t know how to do it, I learn it now. I come to Peru, where my brothers have been raised in a different culture and they’re both entrepreneurs as well and their natural instinct because they didn’t grow up washing their own clothes or doing their, you know, you know, doing the dishes or anything like that. They have been raised in an environment where they learn to delegate from a very young age. And so when they think of an idea or something that needs to come to market, they’re instantly trying to identify what are all the holes in the plan and who is gonna who’s gonna plug them, you know, and it is a completely different mindset, and I had to almost break my American mentality to get to that place that help me scale my business, you know? And I think everyone needs to go through that.

[0:25:03] George Reid: Yeah, like it’s It’s true. It’s the same in the UK, like the culture certainly is is obviously different from family to family. But you’re typically always dragged up in such a way that you do do everything yourself, and you’re kind of become quite self dependent. But its side the conversation this week with one of the chaps of working with Who’s scaling really well on Amazon. These still is pulling in close, just shy of 200 k a month, but he’s still trying to everything himself on, but it is very difficult and just doesn’t quite know how to kind of offload things. And that was part of the discussion. So many people on probably hit that point on the line. Okay, Wendell, I offload at what stage oil flowed and its re training of the mind. Like I honestly, at this point in time, I look at how I can automate processes. Hi can get things out to other people all over the world. It’s certainly a challenge, I think, for people who were starting an Amazon toe toe. Let these things go and you could get shafted a few times when it goes wrong. But not having kind of a connective you towards, even from just one or two bad experiences like via you can be an absolute dream if you get them set up, right? Yeah. Okay. So that being said, what bad recommendations do you hear in your area of expertise? Most

[0:26:25] Daniela Bolzman: Oh, man, I think we just hit hit. We just hit home on one of them was basically, you know, if you if you do talkto five or 10 different consultants there are going to tell you different things. Um, and a lot of times, if if their specialty is, let’s say, PPC advertising, their advice is gonna be You need to be advertising Well, obviously, you need to be advertising. But from my perspective, on the optimization side, if you’re advertising before your optimized, you’re overspending and it drives your bids up. So why would you be spending before your optimized? So I think I think all of these

[0:27:01] George Reid: and

[0:27:01] Daniela Bolzman: have it have a time in a place. And I think there’s a foundation, which is optimization. Um, I think some of the the bad stuff that’s going on is that there is just there. Everyone has an opinion, you know? So ultimately, you know, a brand builder and entrepreneur has Teoh have a plan and execute on that plan and has to find the best people to get to the next step. You know,

[0:27:30] George Reid: it’s it’s actually so true, isn’t it? Like even when I asked some of the staple questions asked on the show on the show, there is some people’s different backgrounds. What they see is a priority and therefore what they would advise is always based on their background and their experience. So you’re right, Like people like you gotta advertise. That’s the most important scale. Get someone who’s gonna PPC. You’re like, What’s the point? Like you just gonna throw traffic towards something that doesn’t convert? Um, so it’s wasted money wasted. Spend a drop in your sales rack of anything that’s a really interesting taken it off. And another podcast Earlier on that recording, he was like, You know, listen to multiple opinions before you make a decision. I guess the challenge with that is I spoke to a Brando Yes, days. Everyone’s an expert and everyone saying this that any other. So it’s obviously challenging to filter that out. That’s what it comes down, finding someone who you trusts, who to give an overview of things you can ask an opinion off, and they’re not in any way suede. I think that’s something towards factor in with your decision making.

[0:28:38] Daniela Bolzman: Definitely. I went through a program called Techstars where, um, you know, there’s about 30 days of mentor sessions where you are every single day, every hour. You are with a different mentor, and you go through this like whiplash of mentoring. And at the end of the day, yeah, you’re building your network. But how? How, How much of that can you actually take in and soak in? How many of those people are you actually gonna resonate with and build longer term relationships with? And how how is someone else? How is 50 other people or 100 other people? An expert in your business? E like you’re the expert in your business. At some point, you got to just tune everything else out and you gotta take ownership and say, this is the direction that we’re going, and this is what’s gonna happen. And I’m gonna make it happen, you know?

[0:29:28] George Reid: Yeah. I like the bloke I was chatting to who was having this issue about outsourcing. He was like, I know my business best, and I’ve just kind of being shooting from the hip for the last six years. But in the same token, you don’t want your blinkers on, right? I think this is something I always critiqued about. People who work at Amazon. Having been there myself, is the blinkers are 100% all like I was only bothered about getting Sellafield prime launches. If someone said to me, or how can we increase conversions? I literally don’t have a clue. How was I to know new images? I didn’t have a clue. You were. You worked at Amazon, but it made no sense. I think this happens a lot. You can’t have the blinkers on, but you also need to be focused and diligent and go and trust your your own kind of inner voice. Yeah, that’s certainly kind of blinkers on blinkers off. You can switch between the two, right, because there’s so much noise out there. But I personally use linked in a lot as a trusted source advice, much more so than I would ever even consider going to YouTube, for instance, to look for advice on a topic. That’s my my opinion. I don’t know what. What do you think when you’re looking for advice on a particular topic? Where do you find yourself getting

[0:30:42] Daniela Bolzman: what I started doing was actually so I always believe people should be paid for what they’re doing, right? Um, so what I started doing that started finding people that could help us in certain areas, and I asked them what other what other services, and I try to understand all the things that they offer, and I try to understand it that’s going to solve my problem. And if I think it is, I suggested test and I don’t really call it a test. But I say, you know, let’s let’s you know, let’s let’s try a small project together and see how we like working together. And I think in this time, especially where everyone is working remote and everyone wants to feel more independent and everyone, um is learning this different way of working everyone’s, you know, having this new norm, so to speak. It’s so important that we give each other this opportunity to see if if I even want to serve you as a client or you even want to work with me as a consultant, you know? And that’s fair, right? Because we might have, um, engagement together, and we might realize like, Whoa, this is not a fit. Um, you know, this person just, you know, is not a fit period. Um, and so we kind of break out these, like many tests, and that actually gave me the idea to do the many audits which we offer in our site now, which is you know, if you want me to personally look at your listing, um, and give you the same 123 breakdown that I just gave it the beginning of this podcast. But actually spend my time out of my day. Going through it and giving you what I think is my two cents of when I look at this, I will break off this tiny little project for you at this tiny price based, you know, based on our regular pricing. Um, you know, just a fraction of that. So you can experience what it’s like to work with us, So that so there’s this test period between the two of us, and we understand Is this a fit? Yes or no? Is this person does this person care enough to even look at my business and give me quality advice? Yes or no? You know, because anyone’s gonna take your money, you know?

[0:32:38] George Reid: Yeah. Yeah, well, you’d like to think that some people, some people may not, but no interest into the time. They probably will if you there with your checkbook. So I think that’s such an interesting thought posts. I certainly agree with it hired lots of virtual assistance or freelance offshore, or even people who were kind of much more expensive on their money. Maybe managing Facebook cats. It’s very difficult to kind of get a read on each other on those many projects. I think as a brand own, if you’re if you’re listing or whatever the case may be to go. Okay, let’s set up what would be a mini project for my business. And that could be okay, right? This singular bullet point, for instance, Or that could be one test and you would give it to 10 people or five people anything like that. So you can understand. How do they communicate? What’s the response time, like how precious our thereabouts it are there, over over communicating or all these little things that I think the military issue to use, obviously a brilliant example of it because you also found out from your client. Actually, these guys gonna be a fucking nightmare. I don’t I don’t want to work

[0:33:45] Daniela Bolzman: with them. We’ll also tell your own team members we we work with amazing, talented designers. Everyone on our team is remote. Everyone, our team is a freelancer. Everyone on our team wants to be their own boss and have their own independence. And we kind of have this little tribe of of us, you know, independent people that want to live this lifestyle, right? And so when I start working with designers, they might have the most impressive portfolio in the world. But they just might not kick butt at doing what we dio, and it just might not be the right process for them. And there’s there’s just a few things that just might not be the right fit. And so it’s only fair for both parties to, you know, experience a small piece of it together rather than going through like a traditional hiring process where we’re negotiating a salary and you bring someone on board them and you don’t know, you know, like wait, not all over. Designers work out, and I look at their portfolios. I’m like, Wow, this is exactly what we’re looking for. This is you look at the for whom you know and think they are going to be a rock star at helping our clients, and they’re not always a rock star, so you know this. This is like one to mitigate the risk.

[0:34:56] George Reid: Yeah, I know. I completely agree with that. And when we talk about rock stars on Amazon, you certainly get kind of rock star listings. Rock star content all over the place, right? But when I find personal, but I’m looking for examples, Tiger asked a lot in the academy. George would be a good example for this would be a good example. Could you share a good example? Where do you go look for examples right now off great content or great kind of funnels or great whatever. What are you looking for? Where you going to find that on Amazon? And do you have kind of any great examples which you could share to that?

[0:35:32] Daniela Bolzman: Sure. Well, it really depends on what I’m looking for. So, for instance, if I’m and it depends on the brand, right, so there’s brands that come to us

[0:35:41] George Reid: that

[0:35:41] Daniela Bolzman: they have nothing, and there’s brands that come to us and they have everything, but they’ve never put it into a style guy. And then there’s a third category of brands that have everything on point. They have a style guide and the most unbelievable folder system you’ve ever seen, right? And they know exactly where they want every single comma and, you know, color and line of their design. Those other easy Does it give you exactly what they want? The 1st and 2nd ones are a little bit more difficult. The first ones, 20% of brands it come does have nothing. So we get to kind of help give them an identity or what we call like a mini look. Because we’re not we’re not branding firm per se, but if you want to go to a branding firm, they’re out there. They’re 10 to $50,000 a pop. We are not them, but we’re also not fiver, you know what I mean? So we’re kind of in that middle ground, and so it depends on what we’re building. But let’s say we’re building, um, give you my insider pro tips. One thing I like to do is go to creative market, and I like to look up Instagram instagram themes. Instagram puzzles, instagram stories, and I like to just like scroll through them and just get my wheels spinning. And that really shows you like because you can sort by what’s popular. You can sort by, you know, by design style. You can start by all these different things. And you can really, um, give yourself an opportunity, Teoh. Find a few different looks that might work for for a brand, right without having to go is really expensive. You’re not like copying everything, but you’re kind of saying, okay, this is kind of the vibe, because these colors were This is kind of the vibe because these fonts work and this is kind of the vibe, because the way that they have the layout of the images work. So if you combine all three, I think this could work for your brand storytelling, right? So it’s like, one way, um, another thing I like doing that I’ve been doing lately is I’ve been looking up instagram ads. So basically like like top 20 top top, you know, top 10 Instagram ads of 2020 of 2019 and just like what? Brands like Starbucks is a great one to watch. Like if you go look at their instagram feed. Um, if you look at the video content on there, I like Teoh like cruise through and and think of it like snack herbal video shorts, you know, So that really helps us. A video content ideation when we’re thinking about like, brand storytelling is one thing, right? That’s a totally different type of content. When you’re talking about video shorts, I’d like to look a little snack. Herbal Instagram videos Teoh be able to take, Let’s say, the very few assets that a brand might have, like lifestyle images and maybe, just like a fuse video snippets and make something out of nothing, really. You know, like, what are all the different ways that we could reconfigure this content to make a 15 or 32nd video? That’s interesting, you know?

[0:38:30] George Reid: Yeah, this you cut some great things and creative markets Really good. Always looking for those examples. Another one is dribble with three bees. They correct their phenomenal designers on there, and somebody like the rendering. Work on there is brilliant as well. But more for inspo crates of a folder. Another good one is a company called Lumi L um I on YouTube. They do unboxing their honestly just go to regularly six. I enjoy the whole experience. I’m sad like that, but they have shown up what these big brands are doing and how they’re in boxing it and it just gives you ideas and enough people just going, I’m just gonna sit in my bedroom on my own. And I’m just gonna find out my own idea by thinking and brainstorming, which is fine. But go look with some inspirational loom is great for

[0:39:20] Daniela Bolzman: that. Designers have in your world get inspired by what’s out there on the Internet. So

[0:39:24] George Reid: exactly right. And then the other born would be for me signing up to email lists. Oh, cos you like and see what emails descending so low I I’m Senate one Boom by Cindy Joseph I don’t buy any of their products to sort of make up the stuff that I don’t think I need, that you never know. You never know like we will change so but they consent is kind of ran by Ezra Firestone, some just watching under the stuff that he’s putting out through that he’s obviously got some saying it, and it’s interesting to be like OK, there, drip feeding this sort of content on its good inspiration for you to sign up to other brands in your leech to see what competition’s doing, also signing up to other niches. I think CPG brands of Amazon typically do better with regard to the content that other brands because it’s more valuable for them to nail the concept because of the repeat purchase potential. So I was looking TPG bones.

[0:40:23] Daniela Bolzman: I started watching more supplement companies, but like the cooler, edgier ones, you know, like like the mushroom coffees and, like, you know, like for stigmatic and genius brand and really like just by one of their products and watch the experience that they deliver you with emails with chap pots with the insert with a sticker on the package, you know, with scannable little stickers. You know, text message stickers like all of these different, you know, because if you think about it, this is the most competitive category on Amazon is the supplement companies, so they have to be ahead of the game. And if you keep an eye on them, you can really get the the latest and best practices that are out there and try to understand and reverse engineer what they’re doing a little bit.

[0:41:12] George Reid: So you selling me over improve at the moment you got about 50. He’ll owes a protein powder, 3000 protein bus because you continuously testing these things, you don’t know what to do with them. They’re just gonna sat.

[0:41:25] Daniela Bolzman: No, but you know what? Before I came over here, I actually have a box of all the inserts that I got from brands that that I that I thought was interesting. And I saved them all in a box because I want to do like a, you know, like insert hall video at some point where kind of like go through me like this is cool because this is cool because and, you know, some of the ones, They’re just like they use humor. Some of them are using codes. Some of them are using, like, bright colors. And, you know, it’s all the ones that are just really interesting that catch my eye are the ones that I save in the box and so actually have them in my in my backpack. I brought them with me to Peru because I thought, Well, um, in Peru, maybe I’ll shoot the video. Haven’t done it yet, but I like you know, what I dio

[0:42:12] George Reid: is because I went through a phase of being fascinated by the inserts anyway. But I think always studying and like whether it’s a magnet insert so it sticks in the fridge for longer. Like even with the insert, I typically have a good rule of thumb a black. Would you put it on the fridge? And if you wouldn’t be having done a good enough job, it’s a nice ruler thumbs. But do I want to throw it away? No, I don’t know why I don’t want Teoh. Just don’t. If someone said, Write down why you don’t want to I would struggle to write it down, but I just I’m just gonna put it there for now until I move it over to that part of the desk and I just nudge it around the house. But it looks nice and it’s pretty, and that’s kind of your front of mind from a brand perspective, for for a long period of time

[0:42:56] Daniela Bolzman: did they make me taken action? So do you think? Did I actually text message? Did I actually take a picture like sometimes some of them are just all about like, well, you post a picture on social media and I have done that a couple times for some of them. And, you know, there’s some that ask, and I don’t do it. But there’s something that asking such a clever way that, like, that’s brilliant. I’m gonna do it, you know?

[0:43:18] George Reid: Yeah. Yeah. Invoking that emotion, therefore, creating an action. So I’ve got one final question for you, Danielle X unconscious of the time you’ve been spending in that little closer of yours now. So I want to finish on one of my favorite questions, and I’ll let you go and enjoy the rest of your your even. What do you think? The biggest threat to an Amazon businesses right now?

[0:43:45] Daniela Bolzman: Um, Amazon. Uh, so I think that alone? Yeah, no. So I think there’s just there’s a lot of things that can go wrong, and it’s hard to mitigate all the things that can go wrong. Because not only is Amazon always changing their policies, they’re always changing the environments changing right now with co bid eso you know, them only allowing, like 100 units or 200 units, in some cases being, you know, shipped. That’s going to create bottlenecks for the holidays. Um, that that alone can destroy a lot of brands. We were talking earlier about listing suppression. An image can get your listing suppressed. I mean, listing suppression is usually just a quick fix. But still, you know, it’s it’s all of these little things that that add up. And then there’s the the ultimate threat of, you know, Let’s say you do make it past all these hurdles and you do become a success. And then you’re worried about Amazon creating a product just like yours or a million other Chinese sellers creating a product just like yours. Um, both of them are equal threats in my mind. And so I think, ultimately, a lot of times I advise clients that, you know Amazon is a great place to start. It’s a great channel toe have always in your back pocket and as maybe even your front runner. But ultimately everyone should be understanding the unit economics of their own consumer driven website. You know, and and I’m not having all your eggs in one basket is is definitely crucial for e commerce. You know, survival in the long haul,

[0:45:26] George Reid: I think, Yeah, I echo your thoughts massively with both. Both threat Obama’s and Chinese manufacturers coming on in selling and you’re you’re right by disgusted with David the other day on the show about having that single point of failure. And it’s always divers find split or hedge. Hedge your bets a little bit. Reduce that risk by building other assets and the assets. The big one like you can’t just rely on the Amazon traffic. You’ve gotta look okay. How are we going to get a Facebook final going so we can collect other assets like email addresses? How can we get traffic and sales coming in from eBay, Wal Mart bricks and mortar B two B Just so you’re not relying on board because Amazon can like that. Switch off all of your revenue and that could just cripple the business right on. But I think there’s there’s threats out there, but mitigating the risk of that is diversifying your channels as well as for May I always talk about building that moat. You know, if there was a great David dapper documentary a while ago, and it was the polar Blair literally crawling down at this cliff face looking for for X, and I could have a big just like the polar bears, Amazon or Chinese seller, and he’s just continuously looking. So what are you doing to protect yourself?

[0:46:41] Daniela Bolzman: And

[0:46:41] George Reid: they were like position of their eggs on a cliff face. And so this is what we do it. It’s the same, like is building that moat. So when someone is looking for a product there in the hunt mode of a product they can replicate or steal or mimic if they look at yours and I like these guys have a monster following Instagram, they’re doing everything right there. Content is flawless that repeat purchases. Great. I’m just gonna leave that one. Actually, it’s not worth my time. It’s not worth the hassle. And you can even win against big brands or even the lots of Amazon. If you do that, correct,

[0:47:15] Daniela Bolzman: right? I think you get into an area where you might think you have to do all these things just off of the few things we just mentioned right now. But really, it’s about, really. It is just about thinking through, like when you’re going to add another channel. How is the smart way or the way that you as an entrepreneur brand builder, most comfortable doing it. And I mean, if you look at the perfect example of what cove it made every single human realize with what is it like? I don’t even know what percentage of people in the U. S that are not even working right now. Having a diversified income, whether you’re a business owner or not is super important, you know. So these are lessons that we learn that everyone is learning right now. So it’s something Teoh have at the forefront of your mind when you are starting a business that it’s not just about Amazon, it’s about building a business that can survive beyond that. So even in my business, you know, we have multiple streams of revenue.

[0:48:09] George Reid: Yeah, exactly. Daniella, thank you so much for coming on. Star really enjoyed today to share, and I think probably one of the most actionable podcasts we’ve recorded today. Hopefully, people are stopping us. They’ve been walking and taking notes. That is my goal for all podcast episodes. So thanks again for coming on. And thanks for showing us your your home there. It’s great to see. Um what what’s going on over in Peru and thought the

[0:48:38] Daniela Bolzman: founders from now.

[0:48:40] George Reid: Yeah, I think. What activity is gonna go through the roof?

[0:48:46] Daniela Bolzman: All right, well, you take care.

[0:48:51] George Reid: Hey, guys. Just a quick one. If you are enjoying a podcast on either have some actual next steps or new ideas I’d really appreciate if you could one subscribe to the show and leave us. Review. These are really, really important to us. As you probably know, being in the Amazon world on two. If you’re looking for additional support with your brand, head over to the website. It’s always day one dot co dot UK. We’ve got links to other Resource is as often our guys speak soon.

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