#211 – Amazon Posts, Press Releases, and Google’s My Business – E-Commerce Pro Norm Farrar
There really isn’t one single template for what an Amazon seller looks like. Sitting in a coffee shop or a restaurant (when that was still a thing), anyone across the room might have been spending time researching e-commerce products or working on a PPC strategy. Maybe they had reached the point of making preparations to quit their job to sell online full-time.
How about the guy with the long beard picking up a coffee? Isn’t he that guitarist for ZZ Top?
Today on the Serious Sellers Podcast, Helium 10’s Director of Training and Chief Evangelist, Bradley Sutton welcomes Norm Farrar, an extravagantly bearded 8 Figure Amazon seller. Norm is an Amazon, e-commerce, branding, and online marketing expert with 20 years of experience. He’s also an international public speaker and has been a passionate mentor, coaching Amazon sellers of all levels.
In this episode, Norm brings us great strategies for selling on Amazon including, new ways to use Amazon Posts, press releases, and Google’s My Business. He also discusses the most significant aspects of online commerce in 2020 and what Amazon sellers can expect in 2021.
In episode 211 of the Serious Sellers Podcast, Bradley and Norm discuss:
- 03:30 – Working with Brand Ambassadors
- 04:30 – Experimenting with Customer Perception
- 09:30 – A Snapshot Overview of Selling on Amazon in 2020
- 11:00 – Google My Business and SEO
- 12:30 – Norm’s Shortcut to Accelerate the Sign-Up Process
- 15:30 – Getting Authority to Build Trust
- 17:00 – How Norm’s Brand Builder Works
- 18:30 – How to Implement Press Releases when Selling Your Products
- 23:30 – Why Content is King
- 28:00 – An Amazon Post Tactic Leading to 200K Impressions
- 30:45 – Drive Your Amazon Business with Posts, Images, and Videos
- 36:00 – The Value of “Earned Media”
- 40:45 – Taking Advantage of Influencers in Your Niche
- 41:45 – How to Contact Norm
Enjoy this episode? Be sure to check out our previous episodes for even more content to propel you to Amazon FBA Seller success! And don’t forget to “Like” our Facebook page and subscribe to the podcast on iTunes, Google Play or wherever you listen to our podcast.
Want to absolutely start crushing it on Amazon? Here are few carefully curated resources to get you started:
- Freedom Ticket: Taught by Amazon thought leader Kevin King, get A-Z Amazon strategies and techniques for establishing and solidifying your business.
- Ultimate Resource Guide: Discover the best tools and services to help you dominate on Amazon.
- Helium 10: 20+ software tools to boost your entire sales pipeline from product research to customer communication and Amazon refund automation. Make running a successful Amazon business easier with better data and insights. See what our customers have to say.
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Bradley Sutton: Today, we’ve got an Amazon seller that is so down to earth, you wouldn’t even know that he’s a successful eight figure seller. He’s back on the show to talk about lots of unique strategies, including Google, Amazon post, press releases and more. How cool is that? Pretty cool, I think.
Bradley Sutton: Hello, everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I am your host Bradley Sutton, and this is the show that’s a completely BS free, unscripted and unrehearsed organic conversation about serious strategies for serious sellers of any level in the e-commerce world. And we’ve got a serious seller with a serious beard here coming to us from Canada. Norm. How’s it going? Welcome back to the show.
Norm Farrar: It is going awesome. How are ya?
Bradley Sutton: I’m doing just delightful, thanks. So now, Norm, last time you were on the show, I think it was like 2019. So, it’s been a minute. A couple of things have changed here or there in this world we live in. If you guys want to get his complete backstory, you can go to episode 80. Episode 80 of the Serious Sellers Podcast. Really interesting to find out how Norm grew up and exactly how he came to do what he’s doing today. But what I want to do is I haven’t really had a chance to catch up with norm at all. Obviously he hasn’t been on the podcast in a while, but sometimes back in the day, we’d always see each other at conferences and meetups and stuff, but, 2020 was not exactly the year for that kind of stuff. So, Norm, catch me up. What have you been up to in the last year and a half or so?
Norm Farrar: Well, I’m kind of happy that when we can go back to events because it’s been a little bit crazy. I’ve been at home, I’ve been doing nothing except sitting in front of my computer. So, the hours of travel or going out networking. Now I can just concentrate on building a business. We ended up creating this really cool sourcing and logistics company out in China, got a couple of offices that we opened. And now we just opened through the help of some of the COVID subsidy funding, a 3PL. I love partnering with really good people. And then over at PR reach, we did some crazy things. We opened up a public relations division. We’ve increased our– we’ve done something for SEO. That’s not being done anywhere. We call it a Brand builder. Probably the coolest thing we’re doing right now is the chat agency. And I’ll talk a little bit more about that today, but it is the only way Bradley. This is cool. That’s the only way to launch an Amazon product profitably break even, or profitably with using just a little bit of rebates. But for the most part, you’re building, you’re launching and it’s profitable while you’re building influencers and brand ambassadors. So once it gets going, it’s perpetual and you don’t have to go out and try to find influencers. They actually are promoting you for free. That’s one of the biggest things that we’re doing. Yeah,
Bradley Sutton: I like it. What about just your own businesses? I remember, months ago, I would see like little chats through customer service, or you asked me about man, I need more, I forgot what it was. It was like, I need more than 5,000 keywords to track or something. I’m like, good grief. I was like, why in the world does Norm need to track 5,000 keywords in Helium 10 Keyword Tracker. His business must be booming. So, what about on the Amazon side? Are you still pretty active with your businesses there?
Norm Farrar: Still very active. So, we’ve got some great brands. We’ve got some great brands coming out, which this, it hasn’t launched yet. I’ll talk about it, but we’re going to put the perception value to the test. We’re going to launch them at three different levels. We’re going to have regular packaging, mid quality packaging, and then out of this world, knock it out of the park packaging. And we’ll have a, basically a 30, a 50 or 60 and a $200 product, all exactly the same, all exactly the same amount and just to see what we can do based on perception. So that’s one thing that we’ve been working on. One of the really cool products that team’s been working on is a pet product that, let’s say it was very low eight figures, and it was not selling on Amazon at all. Very little, very, very little. And by getting it into the retail market and to get it into other form, like on our Shopify store, or we’ve been able to take that and add a couple of eight figure to it. So, now over the period of one year, less than one year, we’ve been able to grow that company over additional $20 million in sales, off of Amazon.
Bradley Sutton: Off of Amazon. So, overall, I mean, I remember before you had said you were in the eight figure range, what was your rough gross sales throughout all platforms? Amazon, on Amazon, off Amazon, nothing consultants, but just like your actual sales. Any estimate there?
Norm Farrar: I feel like I’m getting in a Lamborghini and flashing cash. And I am not that guy.
Bradley Sutton: Are you sure? I thought that’s you– I see you on Instagram and stuff with your Lamborghinis and mansions and yeah.
Norm Farrar: Oh yeah. A hundred percent. Yeah. Oh, well, let’s just say, in the eight figures and growing, and what I can say is that some of the incredible things that are happening on Amazon right now, or in the e-commerce world is that we’ve got an incredible new customer base. And what I love is we’ve got all these people that are coming on and they know nothing. They’re not taking a course. They’re not investing in getting into masterminds or listening to podcasts. And it’s for the pickings. We’re going to be able to pick up their market share when they come on. And I think it’s going to be, I think it’s going to explode. And I also think that with all the new tools and all the new ways to drive external traffic, if we’re not focusing on that, and we’re just focusing on PPC, we’re missing out. The world’s your oyster right now in the e-commerce market.
Bradley Sutton: Absolutely. Now, before we get back to Amazon, I just got to take a quick break. It just came to me that in the origin story of that episode, I think I said 80. It was, you had said what the origin of your luxurious beard was, during a playoff run. I believe for the Montreal Canadians.
Norm Farrar: You got it.
Bradley Sutton: Just got started, the NHL season Canadians have not made it to the playoffs, like once out of the last five years or something like that. So what’s your 2021 prognosis for your team there?
Norm Farrar: Well, put it this way. I was a Bills fan switch over to NFL back in the glory days. If I can see that the Bills are going to make it to the playoffs, the Canadians can definitely make it into the playoffs.
Bradley Sutton: Okay. All right. Well, when we have you back on the show next year, hopefully it’ll be to announce, a Stanley cup or something like that, by the way, I actually– did you ever, did you hear our episode? We’ve had a Stanley cup winners as podcast guests here on the show.
Norm Farrar: Really?
Bradley Sutton: Yeah, he’s a wholesale seller now. He played, I think he won the cup with the Colorado Avalanche. Stephane Yelle. He was on the show. And there you go, there’s our hockey connection of the day, by the way. And plus our editor of the podcast, Chuck, he played hockey, not in the NHL, but he played for many years as well. So anyways, let’s get back to the Amazon because all the soccer and baseball and basketball fans out there just tuned out. But anyways, Amazon, what was, if you had to like narrow it down to just one new strategy, that was one of the game changers. I mean, you kind of mentioned a little bit on it now. What’s another big thing that really, really helped you, or hurt you. Like something that you stopped doing last year, because you were like, what in the world this always worked before and now it’s bleeding the company. So, either way something that really helped , or really hurt last year.
Norm Farrar: Well, I think there’s two things, the focus on influencers and that this has always happened, but now the more of the focus on the nano and micro influencer market, rather than the mega or the celebrity style influencers. So we found a way it was actually, my partner who you know, Paul Baron, who is the brains, I just have the beard, but he came up with this really cool concept on how to recruit influencers and nano influencers through, just through chat bot. So, we’ve been playing around with that, and that’s been a game changer and I can give you some examples that are just crazy. The other thing that we’re exploring right now, which I think is going to be the game changer is the new Google My Business.
Bradley Sutton: I never heard of it. Google My Business?
Norm Farrar: Oh my gosh. All right. So, again, I just, I love teaming up with really cool people. So, I got, I’m working with this guy, Craig Darling, and he is the Google My Business guy. So we’ve teamed up, we’re partnered and we’re going to be offering like this as a service, because get this, he went to just a car dealership. Now I’m not talking one, I’m talking hundreds that he represents, but the average, I guess, car dealership in Washington was spending like $55,000 in SEO. He got it down to under a thousand dollars. Google my business takes all of your information, takes all of your content. And with the tools that Google provides you gets you indexed immediately. Also only 4% of businesses use Google my business. 0% or maybe 0.01%, use it to drive traffic over to Amazon. You can import reviews. You can upload content for us. We’re writing content all the time, so we can drive these keywords. The algorithm picks up and widens the keywords. So, we’re getting traffic. And the only time you’re found on Google my business is if you were number one. So number one, and look, if I’m selling natural soap. Oh, and by the way, so when it populates, and if you upload your images, it’s outside of Google shopping, but you’ll get business from Google because they’re going to populate it with your product for free.
Bradley Sutton: Don’t threaten me with a good time. My goodness. So, how can just the average Amazon, the average Joe or Sally, Amazon seller take advantage of this, or this is only for like higher level, or you need to hire an agency. What can somebody, one of our listeners take away from this?
Norm Farrar: The average user can go in and take advantage of Google My Business. You can get it set up. I’m going to tell you a little trick that I learned from Craig is that when you do order or when you do enter to try to get, when you write the application, what you want to do is you want to make sure if at all possible to get a Google number. Okay. So that helps a little bit from what I understand, but you’re going to be asked to have a verification. That’ll either be by phone or by mail. It used to be phone because you would like years ago I did this and I would just be, Oh yeah, I can get instant verification. Now it could be that you’re put into pending and it could take weeks. So actually going and getting the postcard that they’re going to send you is best, and that takes days to receive. So it takes a bit of time to get it. So not instant, but once you do get it, then you’re going to go and see that there’s add a picture here, do this, add your description, add your website. Very, very easy to do, connect to Facebook and you can import reviews, add some content. This is– you can absolutely do it. And just like tons of your listeners, they’ve created their own Amazon listing, but you have to weigh it out. Can a professional do it better. And probably the answer is yes. I would not hesitate trying to do it myself. So it’s, who can beat free. It takes about 10 to 15 minutes a day just to play around with it. And it’s very easy, but if you’re hiring a professional, what they can do is they can build relevance.
Norm Farrar: They can, they know how to use the tools, which could probably drive much, like probably get you out there a lot more. And also like, just for example, being able to embed keywords over an image, a lot of people don’t know how to do that. Or just naming the files. So there’ll be found in Google search. You can go, you can check it out. It’s all there. It’s laid out in front of you. But if you want an agency to do it, it’s typically not as expensive as typical search engine optimization. A national, if you’re doing that, you’re talking, it could be, on the low end 1500 bucks. On the high end, I mean, how long is a piece of string, but with Google My Business, a lot of good operations will be well under a thousand dollars a month to do it. And, Hey, if you can drive a ton of traffic to the major search engine, like Google, get people to buy, get the relevancy. So, I talk a lot of the time when people are, let’s say, they’re not on Google, they’re going to Amazon to search. They see your micro brand. They have no idea who you are. What do you do next? You go over to Google. If you can’t provide authority to build trust, you’ll never get that sale. Well, being number one in the search engines, or being able to have this look that we all know the look of Google my business. I think, it looks fantastic. That’s authority then maybe underneath it, you have your website and a couple of social media platforms that are consistent with your brand. Now you’ve built the authority, the trust, and you’ve got the sale. So these are all things that lead people to Amazon or to their e-commerce store.
Bradley Sutton: That’s cool. I mean, now that you described it, now I know exactly what that is, but then I never knew that it was actually a thing that it was, or it was part of a thing that it was called Google My Business. That was the first time I ever heard that name, but that sounds pretty cool. All right. So that’s what I love about you Norm. You’re always bringing the unique things, last year when we had you on the show, we talked a lot about the press releases. So again, there’s another reason guys to go back to episode 80, I keep plugging that episode, but there was a lot of golden nuggets there. Press releases is not something that– it’s something that everybody knows kind of exists. I knew that this thing kind of exists. I didn’t know what was called that, like I said, but you don’t think about it in the sense of Amazon, like for Amazon sellers, same thing with press release. Everybody knows what a press release is, but then what press releases can help me with Amazon launches. That was kind of new to a lot of people. Now, another thing that was new in the last year, and that you kind of became the de facto expert in for quite a while, was the feature of Amazon posts. And I’m pretty sure we didn’t talk about that because I don’t think it existed in 2019 if I’m not mistaken, but, can you talk a little bit about how that helped your Amazon brands utilizing Amazon post last year?
Norm Farrar: Sure. I want to just touch on Press releases for a second. So, this is something that happened this year and George, the owner of Clear Ads is 100% okay for me disclosing.
Bradley Sutton: He’s been on the podcast as well.
Norm Farrar: He’s a great guy. So, he contacted Shane. Shane came up with this really cool way to blitz content, utilizing different forms of press releases, content, a podcast that never gets heard kind of like mine, but just all sorts of content and what this did. It was incredible. So George heard about it. He– Shane kind of said, Hey, be a Guinea pig. Try this out. I’ve got this really incredible thought process. We just want to make sure it works. And he did. And he ended up getting a call from Amazon, basically saying, what are you doing? How are you doing it? And stop the very first time we call a brand builder. But the very first time this blast of content window went out there. We knock Amazon Clear Ads, knock Amazon off of page off of a first position, even second position for Amazon advertising, advertising on Amazon and DSP advertising. How’s that?
Bradley Sutton: How cool is that? You’re supposed to say, how cool is that?
Norm Farrar: How cool is that.
Bradley Sutton: That’s pretty amazing. So, still, that’s obviously a big part of your strategy for yourself and people that in your network is using the press releases. So anything new that like, any newer strategies for press releases that, I mean, I know it’s hard to think back what you talked about last, the last time you were on here, but stuff that you know is a new strategy in 2020. So they probably never heard about it. Go ahead,
Norm Farrar: Maybe. But this is the way that we’re doing it. So, we start off with building content. Right now, with the new algorithm for Google, content is King. News is at the top, content is below it, but Google came out, we want newsworthy product, our items. So that’s great. That’s great for press releases, but how do you utilize that to its fullest? How do you utilize it with Amazon? So, what we’ll do is we create, and the keyword is well written, an incredibly well-written blog article about, let’s say, as a Bully Sticks. So, how Bully Sticks help elderly dogs digest their food. I don’t know. But there’s five ways on how to. Now within that you might have 1500 words, nothing less, 1500 words or more, and you actually create a small YouTube video. It could just be a talking head talking about it so you can upload it in YouTube you can take it and embedded in your blog article. Okay? And the reason why you want that is you want to have people spend more time. They’ll spend more time looking at a video than trying to read for the most part. You publish it. Now you write a press, you get a press release. The press release is talking about new research shows it links over to the blog article. Most press release companies allow you to put a video into like your YouTube and embedded into it. And it’s talking about here’s the scientific stuff. So nobody’s going to read it, but here’s this really cool little video talking about the five reasons why, so they click on it, which gives you a little bit of juice. And there’s a link going back to your blog. So it’s a full circle, both. Both the press release and the blog article link back to Amazon, you’re getting a ton, just an absolute ton of authority links on your listing. Google is loving you, and if you want to, if you’re working with a syndication company, you can also syndicate most, nobody does this syndicate your blog article. So now that’s being blasted out to all these authority sites. So that’s what’s new. It’s just getting the content. Oh, and then every three months, added 250 words to it. So it gets re indexed. Oh, and by the way, when you do that, you publish it on Google my business and it’s indexed immediately.
Bradley Sutton: All right. Let’s take a quick break from this episode for my BTS. Remember that can mean anything you wanted to mean. Bradley’s 30 seconds. Blog, title, savviness. Whatever the case is, here’s my 30-second tip. All right. If you have a big spike in your sales, like you go from five to 20 in a product or 50 to 200, and you’re not exactly sure where it’s coming from, but you know there is no promotion. First thing, make sure to check your keyword tracker to see if you increased on your keyword ranking to the top of page one on one of your track keywords. But if you didn’t, if you don’t see that, another way you can check is if you have brand registry, go to brand analytics and then go to that exact day where your sales spiked and then run your ASIN there and see if you were one of the top three clicked for one of these keywords that you maybe didn’t even know you were ranking for.
Bradley Sutton: If you had a press release or some piece of content, when you go in and edit it now, like you’re republishing. And that action is what causes it to be re indexed and get some more rank, Google rank juice, or, or what’s causing that re-indexing?
Norm Farrar: Yeah. Just– it’s re-indexed immediately. Spider basically comes back, crawls it, and you get re indexed because you added and you revised, you republished that you’re not taking duplicate in-depth information and republishing on another post. You’re just updating which triggers Google to say, Hey, there’s something new happening here. And it could be about another keyword. It could be a little bit more information. We’ve got some blog articles that are 7,500 words long. It’s a book, but it’s constantly being updated and we constantly are getting really high quality traffic. So yeah, we love that part of the business Content is King. And especially if you can go and distribute the content.
Bradley Sutton: Okay. Excellent. Excellent. So guys, press releases. Content is still working in 2021. So make sure to do some research on that. Now, back to the– you almost made me forget it, but, you know, speaking of content is King, like I said, Norm is the King of Amazon posts. So, we could have done a whole entire episode on Amazon posts, but just, if you could just briefly explain what it is, because there’s still a good number of people out there who might not have heard of it, just like I was ignorant as to what Google my business was, but explain what it is. And some cool stats from 2020 on how it helped you.
Norm Farrar: Okay. So Amazon posts is the image driven shoppable posts that you can put into your listing. It’s an Amazon social media network that a lot of people still don’t know about. And they’re found typically while they’re found on your mobile phone. If you scroll down, you’ll see related posts and that’s where it starts. Now without a visualization, like a slide, it’s hard to talk about the four different categories, but you can either have it brand related. So you post it, you go on to your post.amazon.com site. You post just like you would anywhere else. It could be most of the time, and this is where influencers come in. Most of the time, it could be social proof. You’re showing people using your product, you’re writing a caption, but you could do so much with it. So with this chef product we have, we’ve sent this product to chefs. We said, Hey, you show a picture, tag us on your Instagram. So we can either use an app like repost and posted into Amazon post very easily, or just tag it. We’ll add it to the posts, using the product, send us your recipes, send us a video of you cooking, send the knife. That’s what it is– over to a culinary college and get them to pose with it on graduation. So you can think outside the box to get these really cool social, just the social images, but it’s like any other social network, you have to mix up your content. So you can go from polished images like production, product shots, features, benefits, instructions, and that’s, you have to be careful with that because some of it is against TOS, but anyway, you can’t put reviews and that’s one against TOS. You can’t put anything driving over to your website or anything, but you can use lifestyle people, like if this is a wholesale product, you could see them, let’s say chopping up something at a restaurant, or chopping it at home or safety features having, I know with this one knife, not the one that I’m talking about. It’s a safety feature where little kids can use it. Well, there’s tons that show how safety, this knife has safety. Well, now you put it onto you publish it and you start to get it published. And the more conversion you get more people like it, or click on it, the better you will be seen across your competitors is key. Across your competitors listings. I’ll give you just a quick example.
Bradley Sutton: Sure.
Norm Farrar: So, got the product. It was out January last year. We sent off a bunch of posts. We were leading up to it. So prior to the launch, we do a bunch of things prior to any product launch. We have a series of things that we do, and including trying to build up our social media get influencers. So it was all ready to go. We started to bombard like three to five times a day. People are– or the product under the listing. And we ended up and I can show this. I’ve got like, I’ve got the slides 200,000 impressions. The average impression, because we hit it so hard is 20,000 impressions. So that’s impressions. What does that mean in sales? We can actually see in this example where the sales, the conversion rate went from 23, up to over 30, like, well into 30, 35, sometimes you’ll see 40. And why? Because Amazon made it so hard for you to buy the product. They are shoppable, but if it’s on your mobile phone, you’ve got to click it once to go over to the main post, you got to click it again to hit shoppable. You’ve got to hit the shoppable to get to the listing. And then you’ve got to click to buy, to buy the product. So it could take four or five times. Now, in e-commerce it’s deadly. Each time you make a person click, you’re going to drop 50 to 75% of those people. So what it means is the final– that that last four or fifth click that’s people that absolutely want your product and you’ll see your engagement, those conversions just go through the roof. They don’t allow you to see sales right now, but they do allow you. And this is a bit of a trick. When you go into your posts, you’ll see a report. That’s only a portion of the report. If you download the CSV file, you’ll see five different columns that gives you a lot more information on the engagement, on what people were clicking, and you can make a judgment call on what to produce or not post anymore. One big new feature, is that it used to be, you could just keep the product out there or post and repost and repost and repost the same image. And now you’re getting denied. And unless you withdraw the original post. So, that’s something a little bit different right now. But Amazon post is the first step and Amazon building an incredible brand community for us that if you’re not paying attention to building a micro brand or brand community on Amazon, you’re missing it because their focus is going to be on posts, images for posts, video for live. And then they’ve got the beta testing. I’m sure you’ve seen it for the brand story. So, you’re going to have everything built into this community. On top of that, you’ve noticed in posts that if it’s on your brand feed, which you can drive social media over to your brand feed so they can see all your posts, you’ll see followers and on Amazon live, you see the same thing. Well, guess what, when you launch something or you want to promote something, all of your followers get notified. So talk about, like, for me, like, let’s say I’m selling soap. If I bring out a new scent or a three-pack or a five-pack or, and bundling with a soap dish, everybody’s getting notified. I don’t have to do any work.
Bradley Sutton: Interesting. So like, let’s say, let me just throw out an example and I’m sure people are like, Hey, this is pretty exciting stuff. So somebody has brand registry, right? They’ve never done Amazon post before, they’re a seller, they’re not necessarily Carlos Alvarez making nine figures, but Hey, they got a decent product under a brand registry that they’re selling on Amazon USA. What is an easy one? What would you suggest as their very first Amazon post? What would your strategy be?
Norm Farrar: Okay, so very first thing you want to make sure that you’ve got a image, your logo fits in to this circle. It is a circle. If you’ve got a square image, you’ve got them, you don’t want it so small that people can’t see it. The second part to this would be, I would test the waters with the types of posts I’m putting in. My– what I’ve seen most of the time. People like the social proof people like watching, and they could be absolutely horrible, horrible pictures, but yet they’ll outperform an incredibly polished picture with this handsome guy or this beautiful woman modeling in front of it. People know they’re fake, or what’s worse is if you have a so-called social proof where you’ve gone to some free stock photo site, and you’ve placed the product in the person’s hand, and it’s 10 times the size, it should be people know it’s fake, get real people. So for the social proof, either you utilizing your product showing a feature or unboxing, just take one or two take different types, like take a picture from your product listing, if it’s showing the features or if there’s any benefits. And you can show that in a post, great. Repurpose some of your content from your social media, if you have any, but there’s a bunch of different content. You can just start playing with it, the report, you will see immediately the report, and you can see what is your best performing. Then I wouldn’t just take it as– that’s the golden rule. I would probably redo it again, but I would put more emphasis on the ones that were performing better. And as you start to spread out, you’re going to see a pattern start to emerge. And that’ll probably be on your social proof, which is all driven later on by influencers, or by trying to get people to use your product one way or the other. That’s where I would start very simple, just get it out there. One of the keys to this is the amount of times that you use this. If you’re going to do this once a month, don’t bother. If you’re going to do it once a week, don’t bother. It has to be daily. And you should try to publish three to five times a day.
Bradley Sutton: All right. That’s great. That’s great advice. Now, the other thing, I know you did an in-depth tutorial on Amazon posts. It was really, really, really, really deep on a high level. We’re not going to get into that level that you did with our Helium 10 elite group. But what was that other thing that you were– your other main topic that you presented to Helium 10 elite? It wasn’t just Amazon posts, was it customer relations?
Norm Farrar: Yeah. So this is really interesting. So press releases, very few people use. They’ll ask me my launch strategy. I’ll tell them I use press releases. And then they’ll say, what’s your launch strategy? So, and it’s kind of similar with this as well. So we, Amazon post is one of the– we’ve increased it now, like four pillars of launch success. So, PPC, rebates / press releases kind of tied in Amazon posts. And then in the influencer side, that’s our kind of secret sauce. Another area that Amazon really successful, Amazon sellers never touch. Yet businesses, if you’re bricks and mortar, or if you’ve got a eight figure business or seven figure business, and you want to get the word out there, I love earned media. So getting onto a TV show, getting into a magazine, it does the industry stats are you get 50 to a hundred percent ROI. Now it’s over a long period of time and it can’t be measured. So, unfortunately, yeah, I’m uncomfortable saying that, but it can’t be measured, but I can see how they say 50 to 100% ROI. So, if I can get into better homes and gardening, I think that’s the name of the magazine. And I have an outdoor product, so I’ve got garden gnomes and they see it and they write an article about how it can make your garden that much more appealing. People are going to take note. If I can get on, and this happens a lot. If I can get onto either Rachel Ray with a cooking knife, or if I can get onto Dr. Phil or any of these others, Wendy Williams, and have them either give away or show the product, Hey, that goes way more than any other type of exposure. So yeah, public relations is the other PR. And the only reason we got into it is that so many people were tripping up over PR, the word PR, or the acronym. So press releases, is the way that you get the word out there. You distribute, you syndicate, an event that’s going out. So people get to know it. Public relations is the actual event. So they need– so public relations people need people who to write, press releases and get the word out for them. So all we said is we’ll make it easy for you. And that’s cool. And the other thing that ties into this, which I love, and it’s the– I guess it’s the big topic, but how do you get into editorial? Amazon editorials? Well, a lot of the times through these public relations side, you either accidentally stumble into, I talked to one of our clients the other day and they thanked me for getting them into Amazon editorials. I said, what are you talking about? So we took a look at the publication, and I went Oh. Wow. I had no idea because I would have charged you.
Norm Farrar: So anyways, they got in for free. They got, yeah, I didn’t charge him. Typically. We do charge for something like that only if we get published, but, that’s the benefit of going through public relations? The other incredible, I couldn’t believe I was on a podcast talking about this, and I really didn’t think this was new, but I got more engagement. People contacting me because they, it was like, they never heard of this before. And so if we’re going into a holiday, always have, I’ve always reached out to gift guides and so like with the public relations side, I mean, they do that for every holiday, not just black Friday and Christmas, but mother’s day. It’s too late for Mother’s day or Valentine’s day right now. But getting into these gift guides, it’s, it costs a little bit of money, but the amount of exposure you get is crazy. And a lot of people, it was like, what’s a gift guide is, Oh, yeah. So anyways, those are some kind of not, I don’t want to say secretive things, but people just don’t realize it’s not talked about in a course.
Bradley Sutton: Yeah. All right. I love it because that’s one of the reasons why what I like about the podcast is we get to go over and talk to people who, who are doing things that aren’t necessarily like underground secret tactics, but it’s just not mainstream. And so we want to share the knowledge, so I appreciate you sharing that knowledge. Now you’ve been given us a lot of these tips and strategies throughout this episode, but we have this part of the show that we call the TST, or the T S T, 30-second tip. What’s something about anything you’ve mentioned, or maybe even something you haven’t mentioned that is you can say in 30 seconds or less, that’s really actionable, really valuable for our listeners out there.
Norm Farrar: Go to any social media network, probably TikTok is the easiest and cheapest right now, but find influencers in your niche, start following them, comment on their posts, engage with them. Don’t just solicit them. But after a while, send them an email or a direct message asking them to, if they would mind picking up your product or talking about your product or publishing an article about your product and use influencers. Influencers are gold. Paul Baron over three months or over the last year has got over $1 million worth of free advertising because of influencers.
Bradley Sutton: I like it. I’m going to have Paul, I’m going to talk to Paul about that. We’re going to have him on the show in a couple of weeks. I’ll be able to ask him about that. All right, Norm, thank you so much. You’ve been a wealth of information here, so I’m sure, some people might have some more questions, or might need to get some help on some of the things that you talked about. How can people find you on the inter webs out there?
Norm Farrar: Probably the best way is if you just search me Norm Farrar, or if– I have a podcast it’s and you’re going to be on it.
Bradley Sutton: I think so. How can they find that?
Norm Farrar: All right. Launch with Norm, and that is on any podcasts, any pub class platform. And they can also reach out to me at [email protected]
Bradley Sutton: Love it. All right, Norm. Thanks a lot. And let’s catch up with you in 2022, and hopefully your Canadians have got the Stanley cup then.
Norm Farrar: Well, they will.
Bradley Sutton: Oh, they will. For sure. Right? You heard it here first guys. All right, we’ll see you later, Norm.
Norm Farrar: All right. Thanks.