#217 – Chatbots and Product Inserts – Take Advantage of the Latest Amazon Selling Techniques
As an Amazon seller, do you feel like you just don’t have enough time to get everything done? That’s where newer e-commerce strategies like chatbots and modernized product inserts come in.
Today on the Serious Sellers Podcast, Helium 10’s Director of Training and Chief Evangelist, Bradley Sutton welcomes Paul Baron. Paul is here to talk about advanced tactics that not only save time, but they’ll also put money in your pocket!
Paul Baron is a million-dollar Amazon seller and expert consultant on Chatbot marketing automation. Chatbots allow for engaging, conversational experiences that can be customized and used on mobile devices, web browsers, and on popular chat platforms such as Facebook Messenger.
Paul speaks about how to get more reviews, what’s new in messaging, as well as the latest in product inserts. He tells us about a favorite product insert card that’s inscribed, “Truth or Dare.”
Who doesn’t want to hear more about that?
In episode 217 of the Serious Sellers Podcast, Bradley and Paul discuss:
- 04:00 – Problematic Changes for Europe
- 05:00 – Regulatory Problems Create Chatbot Flow Issues
- 06:55 – Keyword Triggers Still Work
- 08:43 – SMS is a Great Solution
- 10:59 – Using “One Time Notification”
- 13:25 – Meeting People Where They’re At
- 15:16 – Insert Cards 101
- 18:31 – Using Giveaways with a Dedicated Audience
- 21:51 – Techniques to Stop the Scroll
- 28:12 – Adding Value Using the Law of Reciprocity
- 32:52 – The Latest in PR Hacking
- 36:18 – The New Clubhouse Platform – A Genuine Human Connection
- 49:42 – Find Paul on Clubhouse
- 42:43 – How to Connect with Paul
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.
- Helium 10 Chrome Extension: Verify your Amazon product idea and validate how lucrative it can be with over a dozen data metrics and profitability estimation.
- SellerTradmarks.com: Trademarks are vital for protecting your Amazon brand from hijackers, and sellertrademarks.com provides a streamlined process for helping you get one.
Bradley Sutton: Today, we’ve got an Amazon chat bot specialist on the show to talk about what’s new in messaging and some great tips on how to get more reviews with an insert card that has on it, truth or dare. How cool is that? Pretty cool, I think.
Bradley Sutton: Hello Everybody, and welcome to another episode of the Serious Sellers Podcast from 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 Amazon world. We’ve got a serious seller on the line today coming to us from Colorado. Paul, welcome back to the show. How’s it going, my man?
Paul Baron: Man, it’s good. This is it’s funny. Because pandemic obviously, but started a new business during the pandemic. We’re looking at starting, we’re going to acquire a couple of new brands. So, the world is crazy, but life is good. Can’t complain.
Bradley Sutton: Acquiring brands. So, like you’re trying to Thrasio these are things now by yourself. Huh?
Paul Baron: There was no way that I could be Thrasio over myself. We have some friends that– he’s in the Amazon community. He kind of flies under the radar. His name is Patrick. Dude is master at sourcing. I mean, everybody knows Kian. It’s funny cause I’ve been trying to introduce Patrick and Kian for a couple years, but I met Patrick at the very, very first event that we ever went to. It was before seller con was seller con I think they called it like amazing live or ASM live or I can’t remember what they called it. And actually that was where I met Gui, and actually Manny spoke. He actually spoken at an event and I met them there. But anyway, I met Patrick there. Just struck off a good friendship, just we actually, now we go out and visit them, him and his wife every year in Michigan. And they have a brand that they were just kind of struggling because he’s a sourcing pro. He’s just not really good at marketing. So, we’re coming alongside. We’re going to acquire 50% of the company and partner with him, me and my wife. And so that’s a new brand that we’re going to be launching.
Bradley Sutton: See, that’s what– that’s another thing we’re missing out on these days, you know, like we haven’t been to conferences in so long and the networking aspect and who knows, maybe we’re missing out on acquiring brands too, by not being able to meet in person. But anyways guys, we had a lot of Paul’s origin story already on the show. He was here back in way back in 2019 guys, make sure to go check out Serious Sellers Podcast, episode 90, it was episode 90. And you could see a little bit more of his superhero origin story today. We get to concentrate basically on a lot more strategy. And also what’s been going on in the life of Paul since we last met him. So, as you can see already, he’s be becoming a mogul, buying up brands, and things like that. But Hey, the first thing I wanted to ask you about, because even though we talk to people about chat bots and things frequently is there’s been a lot of changes in messaging and things like that over the last few months, since I’ve talked to anybody on this show and like one of them just like, just like, I’ll be just in a Facebook messenger chat with somebody in Europe. I had nothing to do with bots or anything. And I’m getting like strange messages, like, Hey, now there’s these rules in Europe and they might not be able to see you. I’m like, I’m not even using like a chat bot here. Are you regulating my just regular message? So like, I’m just assuming that there’s probably a lot of things that have changed due to some like regulatory issues. Is that a fair assessment to say?
Paul Baron: Oh my gosh, it’s a nightmare in Europe to be completely honest, I feel bad because we have clients. One of our clients, he’s an amazing guy, lives in Denmark. And so now all of his messengers stuff is under this regulatory guidance, but his clients, all of his customers are in America. It’s so stupid. And so it’s just because he lives in America or in Denmark, he lives in the EU. Now he can’t do things like you can’t send videos in chat. You can’t reply to messages. You can’t have a persistent menu. I have a whole training in Kevin’s in the Freedom Ticket, right? I talk about post-purchase inserts, right? It’s one of those most, in my opinion, most underutilized ways to build an audience and build traffic to your actual brand. And what I teach is to do– it’s called a ref URL in the many chat world. And basically what that is it’s a URL that clicks into messenger that opens up a conversation like a flow of automation. That won’t work in Europe now, I don’t know why it has, I don’t understand what that has to do with privacy to be completely honest. It’s really hampering user experience. And it’s frustrating. Europe is.
Bradley Sutton: Okay. So won’t work in Europe. So like that means that if I had an insert and it just put people directly into a chat bot flow or something like it literally won’t work or is it just something especial you have to do to it to make it in compliance?
Paul Baron: Yeah. Yeah. So it won’t work because the– I don’t understand that the thought behind it, but what you can do is, have what I would, what I would do is I would, I would have it go to a landing page. So, here’s the general rule of thumb that I always really emphasized is owning your audience. It’s a big thing that I’ve talked about for years and years and years and years, it’s a brand experience you’ve got to own your audience, build your audience. So, with these referral links, what I do, I’m telling people to do is you want it to go to a landing page or if you can like tell, you could put your get started message. Like you can modify that in many chat to where you were like the welcome message. When people come in, like at first interact with your bot, you could have it. If you’re in Europe, make sure you say get started or something. But the way around this, sorry for the long lead up, is keyword still work. Keyword triggers. So you’ve got to be able to get your people in Europe, a keyword, right? Let’s say if you’re registering a product, you could just say, when you get to the bot or when you get to Messenger, say register, and then that’ll kick off the flow because keywords still work. So it still works in Europe is click to message ads, comment growth tools, and those keywords. Right.
Bradley Sutton: What does that have to do with– because I remember you just mentioned a couple minutes ago, like you owning your website or something like, so you’re saying if I don’t own my own URL, I can’t do that in Europe. If I’m just using like a– what’s like a Bitly or something like that.
Paul Baron: So yeah. So let me roll this back. The reason why I was thinking that is still like a Bitly, right? You can change. I don’t know if you can change the destination URL. I think you might be able to, but the thinking is right, is that that ref URL will not fire it, won’t fire any automation. So the problem is you’ve got to tell the people in Europe, they’ve got to say something. They’ve got to say register or something. So that’s where I would use an intermediary landing page. You could detect if somebody is in Europe, have them go to a landing page instead of going to messenger.
Bradley Sutton: Oh, okay.
Paul Baron: And then on the landing page, then you can say, you can continue to register this in messenger or you can register it here on the page, honestly, for Europe. and again, I’ve been advocating this for years and years. And one of the reasons why I love messenger is because you can get a subscriber in messenger in email and SMS, all in the messenger flow. That’s one of the reasons why I love it so much is you can get three opt-ins basically for the price of one. But with Europe specifically, I’m just almost 100% advocating just using SMS.
Bradley Sutton: Okay. So, I mean, I’m definitely going to want to test this out with our product manager because we’ve got Portals with Helium 10 and we can send people to messenger and we can create landing pages, but as far as USA goes, the way that people, people have been doing things really hasn’t changed in other, for the most part.
Paul Baron: Yeah. No. The biggest shift that I’m seeing is Facebook, especially during the election cycle, there was getting, there were a lot of pages getting bans and or suspensions, just because everything like security was heightened because of the whole bot issue in 2016. Right. So, they’re the biggest thing right now that I’m hearing is people are like, okay, I built this list of– in some cases it’s like 40 people, right. There was a question in a group that I’m a part of, that one of my friends runs and she sort of made me the de facto messenger expert person, which I’m cool to answer those questions. And so in this use case, it was a lady she had just gotten 40 people to sign up. Right. And those 40 people she was asking like, okay, how do I let them know when I go live on Facebook? Because that’s a real use case, right? People go live and they send out an alert. So there’s use cases that there there’s a messenger tag called a confirmed event reminder. If you were to ask me six months ago, or even eight months ago, I would say use that. The problem is that we did everything by the book. We did this actually from my friend, Rachel Miller, they’re saying, alert me in messenger. We’re adding them with a tag. And so then we were sending out a tag, like confirmed event reminder because that’s specifically what they were asking for. And Facebook gave her a slap on the wrist because it’s just an auto. It’s so stupid, man. It’s like, it’s almost like Amazon shoot first and ask questions later. Like, they’re going to slap you on the wrist. It’s going to be an a bot automation thing. It’s total garbage. If it went to manual approval with a real person, they would see that everything we were doing was by the book. It’s totally cool. Because of that experience, I’m telling people to use one time notification requests for everything, and/or switch over to SMS because the one-time notification request is essentially like a token that you can redeem for anything. And so we use these for like product review requests, right? This is the best use case for this, because one thing that I see Amazon sellers doing that’s wrong and they’re getting suspended and rightfully so because they’re violating the rules unknowingly. Right. But it is in really pretty clearly documented in their developer toolkit, what these requests are used for.
Paul Baron: A lot of Amazon sellers will use a post purchased update to do a review request. The problem with that is that’s not an update. That’s a request. An update is like your order has shipped or your credit card has been declined. Your order is delayed. That’s an update. It’s not an update saying, have you received your product? That’s not an update. That’s a question. And so when people oftentimes people will say, have you received your order or whatever, the customer will then answer. And then they follow up with, okay, great. What’s your feedback? That’s technically a violation because it’s not an update. It’s a question. So what we do is I just tell people, at least in America, in Europe, they don’t have one-time notifications, which again is, it blows my mind because the purpose of a one-time notification is to get explicit permission. It’s like, Hey, Bradley, do you want to know when we go live? You say yes. Okay, great. I’m going to send you this notification. You tap the one-time notification. You specifically said, I want to know, but that’s not available in Europe, in America, it’s still available. And so that’s what I’m telling people to use. If you’re using the messenger channel, if you want to send a broadcast for free, obviously you like have this sponsored broadcast availability, but those are wonky because they don’t go out right away. It’s like Facebook has this goofy algorithm that they send them out in bits and chunks. And anyway, messenger is still an amazing platform. It’s really viable. I love many chat because like, we’re going to be, we’re going to have the capability with WhatsApp and Instagram direct here pretty soon. It’s in beta testing. So I’m still all in on chat, but it really comes down to like, it’s more the medium, right? It’s a conversation it’s conversational, medium. And you’re seeing the rise of this in either text or voice, right. Clubhouse, for example, massive, massive, massive rise because it’s conversation, people sitting in rooms talking, and it’s just meeting people where they’re at. And so that’s as a marketer, My brain always goes, what’s hot right now. Where’s people were people hanging out. And how can we communicate with them in those– in the media that they prefer to be communicated with.
Bradley Sutton: Yeah. Okay. So just, you might not, I’m not even sure if you know about this, but, we talked a little bit right there about Helium 10 Portals and how you can send these people in chatbots to landing pages. But did you know that Portals now has insert card and QR code creation in it?
Paul Baron: I know. Yeah. So your team had sent me stuff because I am an insert card. I save nearly every insert card. And so I have a library of stuff like actual physical cards, but then we also have our templates and, I knew that you had it, but I haven’t checked it out yet, but I love that.
Bradley Sutton: Yeah. Also. So did they count, I was about to offer you something, but I guess maybe we did already, but like to maybe get a couple of your ideas and put your name on it and get it into our tool. It’s kind of like naming a library at your Alma mater before that actually happens. I mean, it sounds like maybe, you’re down to do that, but can you verbally describe just a general cool insert card template what you think is an easy win, because a lot of people out there, they might have always held back on insert cards and somewhat rightfully so, because what they were thinking of before, what people were doing, these like shady things where it’s like, Hey, leave me a five-star review and we’ll give you a gift card if you scan here. And of course, that’s like, you should not be doing stuff like that, but just insert cards in itself is not against terms of service. So, right. So for somebody who has never done an insert card before, it’s obviously getting more and more important to build your outside Amazon audience, as you just talked about. So what’s an easy win. What’s an easy kind of like up that they do for the insert card. And what’s the goal of it? Like what are they trying to do?
Paul Baron: Yeah. So I’m going to talk a little bit about mindset and psychology before I go into set up, because in my opinion, oftentimes in the Amazon space, we get a little obsessed with tactics and forget strategy. Because tactic is like how you do stuff, but strategy is why, and it’s the underlying reason of what you’re doing. So you got to think, okay, so, strategy, right? The strategy behind having an insert is you’re wanting to further connect with people and either have them trade their information with you. Right? So think of it as an info trade, they’re going to give you their information for something. And that’s one strategy. Another strategy that people use with inserts is just to give more info on other products. Number one thing, you always need an insert is info on the product itself. You’ve got to answer those low-hanging FAQ questions, right? Like, what is it that makes this product different? Or how do you use it? Right. So that’s got to be in there. I’m looking at one from, I own it, it’s called by 12 South. It’s a little, it’s a Mac, it’s like a notebook stand, right? So what they’ve done well in this one, great product photography, really good, like, well thought out design. It shows like, just turn your laptop into a desktop. And it shows like helps with neck strain, eye strain, that sort of thing. What they did well was the branding is on point. The packaging is amazing. They’re emphasizing the other products, but what they didn’t do is they don’t have any reason for you to follow up. And this is like the biggest, low hanging fruit that I think that every single insert card has to be something about FAQ’s like how to use the product, explain the story of a brand a little bit like we have in ours. Like we’re a small family owned company from Northern Colorado, a little bit of why we do. And we do, we donate to charity, that sort of stuff. And then we say, Hey, we have a couple of calls to action. The QR link goes to a landing page in our site, that people can either learn how to use our products or register their purchase for warranty. So, that’s our thing. What we could do better about our inserts is that we could have a stronger call to action of saying, and we’re actually changing our packaging. It’s amazing. It’s going to be amazing. But what we could do is basically have a call to action of register your purchase for free chance to win something. I really love lead magnets where there’s the everyone wins model.
Paul Baron: And then there’s the big prize like spiff, right? So the everyone wins model would be a register your purchase for $10 gift card to our site, no questions asked as well as a chance to win a hundred dollar Amazon gift card, something along those lines. So this is great because it’s one, it’s an insert. If you’ve heard me in the past, I’m not a big fan of doing giveaways with Amazon gift cards because they’re too broad, but I will do that with our audience because they’re proven that they’ve already purchased, right? So that’s the key. They can’t register for that. If they don’t give us their order ID. We’ll check that, making sure that it’s actually a legit order, then we’ll enter them into the contest. We do this for clients and like, we get hundreds of registers every week because people are going through. And so, I heard a stat the other day. So, don’t, I guess you can quote me on this, but you could, you also need to quote me that I haven’t verified this. Okay. So the person that was saying this, they said that every email address you collect is worth between five and $150 to you as a brand. Now I would want to verify that. But my assumption is he was saying this based on like lifetime value of a customer, right? It is documented Harvard school of business has documented that it is five times cheaper to sell to an existing customer than it is to acquire a new customer. So that’s why it’s so important to look at your entire brand experience, how people interact with your brand and give them opportunities for them to become more engaged with you, whether that’s in the form of joining your influencer tribe, which I’m a huge proponent of, or registering their purchase for a freebie or just joining you on Facebook, anything along those lines, if you’re not doing this, you’re literally leaving thousands. If not hundreds of thousands or millions of dollars on the table. I mean, there was a lady I talked to last week. She’s been in business for 14 years. She’s a category leader. She has not once ever collected an email address from somebody, for 14 years. And it was like blew. It was blowing my mind. I was like, it’s the easiest thing to do. So I’m going to go through one other, I love this insert. And if you’re the owner of linen spa, give me– and you listened to this, I know that you’re a private label seller. Give me a call because your inserts are the bomb. They’re so good. Linen spa, it looks like just a little postcard, like a three-by-five postcard, right? It’s high gloss paper, really good branding, blue, like white text on blue and it says truth or dare. As soon as you see it, that’s all you see, this is truth or dare. I love that. I love that because it’s so much better. The thing that I see so much overdone, it’s terrible, guys, if you’re doing this, remove it from your insert and burn it from your brain is a terrible idea. I see this all the time, happy, leave a review, unhappy contact us, like, come on, try harder.
Bradley Sutton: So that’s kind of against terms of service. If Amazon catches that, you’ll get put in time out.
Paul Baron: Not kind of, actually. It is actually against terms of service. You are not allowed to pre-filter reviews. All it’s going to take is a couple of competitors purchasing your product and reporting you to Amazon. Amazon investigating in your listing is going to be shut down. Your account may be indefinitely suspended. If you’re doing that, Stop. Think strategically, follow the rules. There is no reason that you need to be breaking terms of service to build a list. Guys don’t do that, but what is it that’s going to stop people in their tracks and make them want to take action. Whether that’s open the insert or read the ad or interact with the ad, it’s got to be a thumb stopper. Just because you launch a product on Amazon doesn’t mean it’s going to sell. You’ve got to have a story. So this thumb stopping moment, right? Linen spa, they sell boring products, but your story is so good. And their branding is so good. It’s this truth or dare you open it up. That’s all you see truth or dare you open it up. They have two sides, truth. Some people just aren’t risk-takers. That’s okay. Leave a review about your new linen spa product or dare. Now we’re talking, we could tell you are a wild one. Post an online review. So first of all, they said online review. I love that post an online review with a twist by incorporating the name of your favorite TV show or movie. Guys, let’s just pause and admire the brilliance.
Bradley Sutton: I love it.
Paul Baron: Because you’re going to get a beefy review, right? You’re not going to get it. You’re not going to get a two sentence. This was a great product. I loved it. What people leave really long. Well thought out well articulated reviews because what Amazon is in the business of is serving their customers and helping them find solutions, right? They’re there. Amazon is really call it customer obsessed. They’re obsessed with serving their end user, which is the customer, right? That the person buying the products. So how they do that is by providing them with the best product that matches their search criteria. One of the things that we all know that goes into that is reviews. Obviously ranking, right? But the more reviews you have, like this that are beefy and well thought out well-written Oh man. It’s like gold.
Bradley Sutton: All right, guys. Quick break from this episode for my BTS. Bradley’s 30 seconds. All right. Here’s my 30-second tip. We’ve talked about having coupons on your list and how you do the Amazon coupon and then it’ll show up like 5% off, 10% off on the search results page. Well, there’s a way to get one where you don’t have to pay any money. Every time you do one of those other coupons, you’ve got to pay Amazon a fee. You can get a nice 5% off or 10% off, kind of like tag right there on your listing that shows up in the search results. And it’s red, big, bold, and red by just lowering the price. So if you lower your price by a certain amount, your regular price, that’s at least a 5% off of any price you’ve had in the last 30 days. There will usually be a big red symbol that’ll say 5% off, 7% off, et cetera, right there on the Amazon search. There’s all sorts of great way to bring some visibility to your listing and search results without having to pay Amazon any money.
Bradley Sutton: That’s amazing. Like, even to me, as a buyer, that’s totally what would inspire me because none of us like, see, that’s just, like you said, we think our product is the greatest. Everybody would want to review it. How many of us actually leave reviews? I mean, we order hundreds of products a year, sometimes from Amazon. How many do we actually leave reviews? And we’ve got to understand that it’s a weird thing for a customer to leave a review. And it’s like a very unique case. And you’ve got to be able to do something unique to get people’s attention to do it
Paul Baron: Almost like– it’s almost intimate in a sense, right? Because so in our market, we’re in the baby market or our target buyers are mommies like 90% of the time, they’re mommy’s with toddlers and babies. Like you want to talk about a demographic that has no time, that’s it? That’s it. Yeah. So trying to get reviews from a super busy– you have got to Excel in customer service. So let’s just take that mentality, right. Let’s just say that you’re in a market that people have tons of time. Maybe you’re selling to entrepreneurs that vacation in the Maldives all the time or not that you have tons of time, but you know what I’m getting at, right? Like let’s say that you still have to over-deliver you’ve got to surprise and delight. You’ve got to find creative ways to connect and it’s got to be like a genuine connection as much as you can make it. And so that’s why I really think that the inserts are the most underutilized thing, because it’s a great way to create genuine connection, whether you’re pushing people into your brand affiliate or a brand ambassador program or whatever you want to call it, or putting them into a Facebook group, or just thanking them for their purchase. One of the best things that I also love seeing is included extras that are not advertised. There was a t-shirt company that I bought from a ton, in the early two thousands, maybe late nineties called Ethereum. And they had really well thought out like t-shirts. And I originally bought from them because I thought their shirts were cool. This is back when I was like a young, a young pup going to shows and I cared about things like coolness and fashion. Now I’m a tired dad and I care about things, sleep and quality of sleep. But I ordered from their website and they included a whole bunch of stickers, like a written note and some patches and like little pins that you could put into like messenger bags for free. But the thing about this was that you could buy those on the website. And so that’s the key here. There was a cost associated with them that I could have bought them, but they threw them in my order for free. And so let’s say that you have something in your– the emphasis of your brand is wellness. So let’s use like supplements, right? Right. You could include like a free 30 day wellness journal or something like that. You get those manufactured in bulk, in China for maybe 10 to 50 cents a-piece.
Paul Baron: Obviously your margins are going to go down, but then you also want to sell that wellness journal on your website so that people can see that it’s worth money, maybe five or 10 bucks, but you want to including your insert. Hey, thank you so much for taking this supplement, trying new supplements out as our, thanks to you, we want to include this free journal. We find that– we want to include this journal. Normally we charge five bucks for it, but we find that the best way that people tackle their wellness journey is by keeping tabs on it. And so this is to your success, yada, yada, the point is that you want to, it’s the law of reciprocity in action. If you give people stuff, without them expecting to receive it, they’re going to have a positive impression of you. And they’re going to want to do things for you in return, right? So that’s going to increase your review rate because you’re not giving them something for free in exchange for a review. You’re giving them something for free out of the kindness of your heart. And if you can do that–
Bradley Sutton: And that they didn’t expect either. So, it’s like the whole pleasant surprise effect there.
Paul Baron: And it has a monetary value associated with it because if people can see, wow, they just gave me this thing that normally people buy for five or 10 bucks. Right? That’s the great thing about being in private label. We set our own prices. Something that we buy for 10 cents, you could sell for 10 bucks, something you buy for 50 cents, you could sell for five bucks, 10 bucks. It doesn’t matter. But my point is that you assign a value to it because you’re the, you’re the brand owner, right? You’re the one who creates that price point, the market assigns the value, obviously like they buy whether or not they’re going to pay for it. But the point is that it has real value. It’s something you treat you charge for, normally people pay for, but you include it for free. You don’t advertise about it. You don’t say you get this also. It’s not a listing optimization trick. What it’s going to do is it’s going to increase your list rank because eventually people are going to start talking about it. They’re going to leave reviews about it. It’s going to give your review rate is going to increase the positive review rate, it’s going to increase because you’re leaving people with a positive experience on your company.
Bradley Sutton: Yeah. I mean, that’s just golden. I actually heard that for the first time as kind of a strategy just a few months ago. You know Tomer Rabinovich from Israel, and he’s been on the podcast a couple of times, and he actually presented in one of our quarterly elite workshops. And he had this presentation that he did for them called the six star review experience or something like that. And one of his strategies in there was like, yeah, put something in there that you’re not, sometimes, sometimes we think, Oh, I need to like bundle stuff in my product. And then I need to put it like on the front picture and make really, make it show. And you know what, sometimes that might be appropriate, but what happens is when it’s something that they’re not expecting, it just like, it gives them that six star experiences of where makes them just organically more inclined to leave a review. And you’ll all of a sudden start getting these reviews like, wow, this product is great. And I can’t believe it, they actually threw in this thing and it had gift wrapping. I didn’t even know it would come with that and whatever. And then it’s just really increases your chance and we’re not talking about, Oh, now you’re going to increase your review rate by 20%. But on average is what one every 50, one every 100 reviews or something, sales we’ll get a review. Well, I mean, little things like this, you might think, Hey, it only gives me one more review per a hundred, but that’s doubling your review velocity right there. So these are the kinds of things you guys need to concentrate on. And actually speaking of elite workshops, Helium 10 elite guys, that’s our high level kind of mastermind where we get together. It’s mostly six, seven, eight figure sellers come together and network and listen to a specialized talks that we don’t talk about out there like that method that you guys heard from Tomer, you never heard that here in the podcast. He kind of saves that for the higher level events, and Paul, you’re going to be speaking at the next one. Now we don’t want to get– don’t spoil all the things you’re going to talk about there, but have you thought about like an outline of what you are going to be presenting at the next elite workshop?
Paul Baron: Yeah, I’m already, I know for sure. I mean, so, we’ve been using nano influencers in our business for four years. And again, everything that I do comes back, comes down to brand strategy. And how does that brand strategy interact with marketing tactics? Right? So you have marketing strategy, marketing tactics, and brand strategy that go hand in hand in everything. Everything that we do is all about surprise and delight for our customers. I want to make sure that every single one of our customers is ecstatic. And I’m going to be talking about how we have leveraged and worked with, partnered with nano-influencers to get– I’ll need to show you this image. We were able to track, uh, some story views kind of loosely on Instagram. And in the past 18 months, we’ve had 9.5 million story views distributed from our influencers, which is, it blew my mind seeing those numbers. And the thing about like this it’s like PR hacking or grassroots PR working with people to help get the word out about your brand. This is where Amazon is moving. You see this Amazon posts. There was somebody had a question the other day, I think it was Liran’s group about how he gets UGC, or he was– they were getting their posts removed for duplicate content, right? And so there’s all these people saying, well, here’s what we do. We just use the same image, but we just tweak things and we change the headlines. Come on, guys. That’s so cheesy. Why are you doing that? Like, I get it. Like, if you’re looking at it as a way that you can game the system, yeah. You can game the system, but people aren’t going to engage with that. Right. You’re not selling to bots. You’re selling to people. People don’t buy products, they buy pictures of products. So if you’re not having, if you don’t have good lifestyle photos, if you don’t have good product photography, what do you think people are going to view your brand as right? So Amazon posts, partnering with influencers for Amazon post partnering with influencers for Amazon live, but really more about partnering with influencers to get the word out and tell your brand story so that you can be like the market saturation leader. If you win the game of authority, which comes with, it’s all about social proof. If you can win that battle off Amazon, you’re going to win it on Amazon. So that’s what I’m going to be talking about.
Bradley Sutton: Cool. So guys, it’s not cheap to be in a mastermind, but this is– it includes the highest level of Helium 10 membership. If you want to just give it a try for a month, just to be able to come to, this is only quarterly that we have these high-level get togethers here, just go right now to h10.me/elite. H10.me/elite, upgrade your Helium 10 membership and that after a month, if you’re like, I’m not ready for this level yet. You can just go back to your Platinum or Diamond plan, but this is the time. This is only four times a year. And it’s at the end of, or middle of February that Paul is going to be speaking. So make sure to at least sign up and, and be able to listen to him and tell him that you heard them on the podcast. Now before we leave her just really, really briefly, couple of minutes or less talk about the phenomenon that is Clubhouse and how you’ve become like an influencer on there. You’ve got like thousands of followers on this brand new platform, right?
Paul Baron: It’s so funny. I was telling my wife, um, if you follow me on social media, I’m sorry. I don’t put out a ton of content. I just don’t have time. I’m too busy building brands and doing, and actually working to put out a bunch of content. I mean, that may be a lame excuse, but I know that I could have a content strategy and all that, but when it comes to Clubhouse, like it just clicks with me because I really am a verbal, like I’m a kinesthetic and auditory person. So I’ve always loved speaking, have always loved being on stage and helping people. I mean, when I was a little kid, I mean, my backstory, I wanted to be a pastor and who pastors do. They preach on stage. Right. And they, they change people’s lives one-on-one mentorship guiding people. And so Clubhouse is, it was so cool. I heard about it from Rachel Miller’s group. I’m a part of her mastermind and one of my friends in her mastermind had an invite in December. And she got me in and it was insane. I was able to get like a thousand followers in like a week, and now I’m at like 5,000 or something like that. And I was telling my wife, it’s literally the only social media platform that I’ve ever cared about building a following. And the reason why I care is because it’s the best approximation to being in a physical mastermind that we’ve had since the pandemic started. I think we’re so starved for genuine human connection. Clubhouse is great because the rooms that I hang out in, or there was this one room that I was a part of, it ran for 20 days straight. It was the coolest experience it was put on by some new friends of mine that I met on Clubhouse named Dan and Kate. And it was called what it takes to run a $1 million business. And it was with people from all over the world. There were a couple people that were Amazon sellers, and they were like, Rich Goldstein was in that room a with me, he’s not a seller, but he, he served sellers. But the coolest thing about this was it’s just this, I love doing that stuff. I love giving people advice and the aspiring entrepreneurs, that’s like, I’ve got this problem. Because I mean, here’s the thing, like when I started my business, like it, we put it on a credit card, right. I don’t advocate that, but I was, I was dirt broke. I was running two jobs.
Paul Baron: I was working two jobs. Prior to getting married to my wife, I was making 400 bucks a month. I’m surprised I heard her parents let her marry me. And so I get it. Like I get being at this at the spot where you have nothing and you don’t know what to do, and you’re trying to find mentors, but you don’t have a college degree because I don’t. And you just have this dream to do something big. And I think that’s what I love about clubhouse is that it takes the form of casual hangout where you could just hang out with your buddies, just talk, have fun, or it can be like genuine groups of people. Like literally dude, this one room that I was in the billion, what it takes to run a million dollar group, it was running for probably 11, 10 days at this point when Grant Cardone signed up for the app and then Daymond John sign up for the app. And they would come in to our room and just co moderate with us like, I shared the stage, helping people alongside some of my heroes, right? Like these are people that have what Grant Cardone–
Bradley Sutton: And that’s kind of like the benefit. The biggest thing, I think the biggest advantage of Clubhouses guys, this is not something that, Oh, Hey, let me promote my private label brand on here, or build a following or something. No, this is like more about the educational and networking side. You’re going to be able to rub shoulders with and learn from, for free stuff that in the past you would have had to go pay like a thousand dollars to be part of a special mastermind or like, or you would, might not even have that opportunity to rub shoulders with people of that Grant Cardone, Daymond John, et cetera, this is, I mean, actually there’s rooms in there. I’ve been in a room with 21 Savage. And just, even not just in the business world, there’s just a lot of celebrities on there who are giving their advice and different things like that. So, how can people follow you on clubhouse?
Paul Baron: Okay. Just look for me to go to clubhouse and look for Paul Baron. I run a room every week called AMA, what it takes to run a seven, eight and nine figure brand on Amazon. I’m just kind of in the spirit of how I got started, just helping people out. We have last week we had Casey Gos. We had Tim Jordan for a little bit. He had a conflict, we had Kevin King. It’s literally like a who’s who. Brian Johnson is in there, like the amount, like the total like speaker panel that we had represented billions with a B of dollars of either management or actual product experience in the Amazon space. It is so cool. So, I’ve applied for a club. It’s funny because there are people that have been on the app less time than me, and they just applied for a club. And I was like, I’m going to follow the rules because you got to do a thing for three weeks and I’m still waiting for my club to be approved, but there’s a handful of great clubs for Amazon sellers on there. Just, just search for clubs. Liran started one. So follow me on there. And I’m in rooms fairly regularly. Generally about an hour, I don’t know, at least a couple 30 minutes, 40 minutes a day. Sometimes I’m on the app, like four or five hours at a stretch, but yeah, so that’d be good.
Bradley Sutton: Yeah. So guys give me a follow too. I’m not on there at all that much, but I’m going to be starting a room with Kevin King soon that we’re going to do on there, but h10 Bradley. Now, before we get into the other ways that I know that’s an invite only place. Maybe people won’t be able to get on there for a little while, and we’ll definitely get your other contact information here. But before we do that, let’s do our TST, T S T 30-second tip. Now, every time I’ve told you to keep something short, you haven’t, so this is going to be a challenge. This is going to be a challenge, like a truth or dare, like we talked about earlier. Can Paul keep it to 30 seconds or less? Give us like your best 30-second tip about inserts, about chatbots, about life hack, about not giving up on your favorite football team, whatever. It’s got to be 30 seconds or less.
Paul Baron: Okay, here we go. Okay. 30-second tip, save every insert you ever buy. That’s it, whether it’s a receipt from firehouse subs or from anything, be a student of what it takes to get people to stop, pause, and take action. And that’s the way that I do it is an inserts. I take notes on ads that I see on TV. Just be a student and take that down. Don’t just take it down, but write actionable steps of how you’re going to implement it in your business is that.
Bradley Sutton: I love it. He kept it at like 26. Awesome. But that’s actually a great tip. I’m not doing that. And I know I’ve seen so many cool ones where I’m like, wow, that was so cool. But then I never kept it. So now I forgot what it was. So that’s a great tip. Now, if people are not on clubhouse, what are the other ways that they can find you on the inter webs if they want to reach out, get more information on chat bots, etcetera?
Paul Baron: So, yeah, so the chat agency.com you can connect with me there. We’re booking calls, apparently we’re booked out through March now. But I’m going to be adding more people to help me out alleviate that load, chat, marketinguniversity.com as well. And then our Facebook group is chat marketing strategies for Amazon sellers.
Bradley Sutton: Awesome. Awesome. All right. Thank you, Paul, for coming here, it’s been a while since we’ve seen each other in person due to the pandemic, but hopefully this year when things get to some level of normalcy, we can hang out again, and then we’ll definitely be reaching out to you next year and see what all happened with you this year and your Amazon, and also other endeavors.
Paul Baron: For sure. I mean, well, correct me– am I going to see you live the Helium 10 elite?
Bradley Sutton: Nope. This’ll be virtual still. So when we do that elite thing, I’ll see you, like through our virtual webinars software, but face to face, there might be a show in July who knows. I think the next prosper might be, if that happens maybe July. All right, we’ll talk to you later.
Paul Baron: Alright. Cool man. Thanks dude.
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