but is happening just welcome to
Queenstown New Zealand and if you want
to know why 99% of people will never
make a single Shopify sale and you want
to know why a diamond earring and a dog
collar have a lot more in common than
you think then don't even think about
going anywhere
[Music]
what is up man just welcome to the video
about why 99% of all shopping fires fail
and yes Shopify is a real word I did not
just make that up so this is going to be
talking about mistakes to avoid so you
can join the 1% of people who actually
make it through to a successful Shopify
store so number 1 we are going to talk
about the N word the dreaded word that
you've probably all heard a million
times before which is of course niche I
don't know what some of you were
thinking so the niche topic is one that
is incredibly important for Shopify as a
whole for e-commerce as a whole I think
a lot of people go into Shopify or
Amazon or any type of e-commerce
thinking that you know they can just
list a fidgets spinner or they can you
know sell a piece of cat jewelry that a
thousand other people are probably
trying to sell or do the same thing from
so the niche word we need to talk about
niches and we need to talk about more
important than these sub niches of those
niches so what's very important and what
a lot of people forget is that you can't
just go out and try to sell the same
thing that a thousand other people are
selling it was the exact same thing that
happened with vicious spinners on Amazon
the people who caught it early and the
people who identified the trend early
made a ton of money and you know the
smart people of those first movers were
the ones who were smart enough to know
when to get out of that trend as they
saw hundreds and hundreds and thousands
and thousands of other people actually
joining in and starting to sell those
same products because when there are
products that are so profitable and so
highly trending and they just seem like
such a low-hanging fruit then you know
there especially when it's a low cost to
enter as fidgets spinners cost almost
nothing to produce it created this
excess of circle or the surplus of
supply which of course you know wasn't
the demand was not able to keep up so
let's talk about what a sub niche is and
what this actually means for us all
right guys so we're gonna look at three
quick examples of exactly what I mean by
this because I think it's so important
to look at examples rather than just
talking about you know high-level stuff
so first thing we're gonna look at is a
dog collar so what is a dog collar
obviously you probably should know that
but you know a big mistake that I see a
lot of people make is thinking you know
hey a lot of people have dogs a lot of
people probably want what a dog collar
so I'm just going to so you know any
type of generic dog collar and you know
call it a day
and so one of the kind of like little
tricks that I like to use to hone down a
little bit deeper is you never want to
sell just a generic product people are
not going on Shopify stores people are
not clicking on Facebook ads for generic
products no one I promise you or most
people are not buying toilet paper from
a facebook ad so what I like to do is
instead of just typing dog collar I'm
ollie expressed like a lot of big you
know search type sites have what's
called autofill so I can go dog collar
space and then just type the letter A
and now it's gonna say dog collar and
leash set dog collar anti bark collar
accessory collar army right so an army
dog collar is a lot more likely to
actually you know convert to a purchase
on a Facebook ad if somebody is looking
specifically for a dog collar army and
you know using Facebook guys it's very
easy to target people who are you know
really interested in the military army
navy airforce you know any common you
know type of camouflage company or you
know maybe like a famous general or
historical army figures or something
like that right and so we're not this
video is not talking about Facebook
advertising but you know it's just very
important to kind of start to realize
that you never want to sell in any type
of generically so if we type in B we see
dog collar B per dog collar bandana
buckle bling right and so these are a
lot more interesting yeah dog collar
Christmas and so I guarantee you that
they have a lot of different like
Christmas designs like this or you know
dog harness lift support or you know for
different leashes here for four dogs and
20 cents each and then you know if we
wanted to go a step further we could
organize these by orders just to see
kind of what's popular
you know the glow-in-the-dark dog
harness you know some LED stuffs here's
some you know like little bowtie type
Dingley things and I guarantee you you
know these are obviously seasonal as
they're Christmas related but I can
guarantee you that this would sell
infinitely better than if you're just
trying to you know sell a generic dog
collar to people on facebook ads so
let's take another example we're gonna
do jewelry actually those two things and
so the diamond earring was the other one
that I mentioned in the intro and so
what we see here is there's a ton of
orders here but it's very difficult to
actually target people using facebook
advertising and it's so important guys
to think about what how you're going to
target people before you create
store before you actually create a brand
before you kind of submit the time and
use your time to create you know the
Shopify store if down the line you're
actually unable to target people to
violence Pacific products so instead of
it's like selling earrings like you know
big the example that we just used what
we would do here is we type earring
space a and so now we see some earrings
maybe animal earrings so this would be
much better so people who also like
animals who like jewelry you know maybe
you're targeting people on Facebook who
have an anniversary within 30 days so
people are trying to buy their wife you
know maybe some animal earrings and then
you could also maybe type ladybug so
maybe somebody who likes ladybugs who
has an anniversary within 30 days who
also likes animals and who likes you
know popular jewelry brands like
Tiffany's or something like that but
then all of a sudden you have a much
more what I like to call sub niche area
to actually target people and a much
higher percentage that you're gonna be
able to convert that person into a sale
rather than you know just showing them a
generic dog collar or a generic piece of
jewelry they would almost never actually
buy from a Facebook ad alright guys
let's move into number two so I want to
be really clear here this one is going
to be a little bit more high level but
Shopify you guys is a real business I
think there's a kind of a idea out there
that a lot of people have been
circulating with false rumors and you
know all the other gurus out there
Shopify that all you have to do to
achieve overnight success with Shopify
is add a product from Aliexpress into
your Shopify store and then you know
magically you're gonna start making a
ton of money overnight that is not the
case
Shopify like every other e-commerce or
online internet business requires work
it requires testing it requires
iteration it requires a lot of probably
failure up front right you have to learn
a lot of new things like email marketing
you have to learn how to you know add
apps to your store you have to learn how
to you know calculate ROI you have to
learn how to create successful Facebook
ads and Instagram ads or snapchat ads or
whatever you choose to kind of you know
focus your time on from a marketing
perspective so I just wanted to kind of
eliminate this rumor and a lot of the
reason that I would say you know 99% of
the people out there are failing and
they're not able to actually make a
successful Shopify store is that they
have this idea that you know within one
day or
like one week they're gonna go from
having absolutely no knowledge about
Shopify to creating successful
e-commerce business that you know the
the successful e-commerce businesses out
there that are doing you know huge
numbers every month are ones who've been
around and they've actually been testing
and they've figured out what works from
a marketing perspective they've tested
probably you know hundreds or thousands
of different products and they've
iterated their store they've seen what
works they've seen what doesn't and they
have the expectation that just like any
business it requires time and effort and
a little bit of money you know in
Shopify's case and with drop shipping a
lot less than most other businesses but
still some money up front to actually
create something that works and so I
wanted to go really deeply into this and
just say over and over and over again to
people that you are not going to achieve
an overnight success you're not gonna
become an overnight drop shipping
Shopify millionaire by adding you know a
few products from Aliexpress into your
Shopify site with the most basic Shopify
start right so it takes time it takes
effort you have to build an email list
you have to build rapport with your
customers you have to retarget your
customers and make them repeat customers
because anyone who knows anything about
business knows that it is infinitely
easier and less expensive to get a
existing customer to buy from you again
then it is to get a new customer so once
you get people into your ecosystem right
we're offering them percent we're
offering them coupons we're offering
them you know end of the year sales
we're telling them about our new
exciting you know offers maybe if we
have like a store related to Cordys or
dogs right we know that people who are
buying from a corgi dog store probably
have it for you probably love that core
you probably think it's the cutest thing
in the world and so if you come out you
know a brand new pair of fluffy Corgi
socks and they already bought you know a
fluffy Corgi t-shirt from you then you
know that that person has a much higher
likelihood of actually converting and
becoming a repeat customer than would
you know a completely new person that's
never heard of your store or brand or
purchasing from you in the past and so
you know there's a there's a steep
learning curve to any internet business
but that's why you know there's people
like me who've created Shopify courses
teaching you everything or release you
know hopefully you like the content that
I released for free on YouTube but
number two guys is Shopify as a real
business you can't expect to make it
work overnight or you know within a week
it takes time to understand what's
working and what
doesn't to test different products to
test different marketing campaigns to
split test your marketing campaigns
maybe you'll realize that you know 24 to
35 year old men are converting you know
90 percent higher than 18 to 21 year old
women and so then you take the 18 to 21
year old women out of your marketing
campaigns and you only target the you
know demographics that are working but
it takes time and it takes money and it
takes energy to realize what about your
marketing campaign is working and scale
that and then realize what you're
actually just wasting money on and pause
those campaigns and then once you really
start to get you know in the groove and
you get one successful product that's
starting to work you're converting at a
higher profit then it's costing you to
make those sales from a paid traffic
perspective and once you get those and
once you get a couple of those and all
of a sudden you have ten of those then
it's really starting to work but number
two guys is that Shopify is a real
business and you can't expect it to work
over night number three is what I like
to call it v1 and dunk so similar to
what we just talked about before number
two a lot of people are trying you know
less than ten total products and ten
total ad sets and then giving up and so
one of the biggest things that
differentiates any successful
entrepreneur it doesn't have to be on
the internet it doesn't have to be an
e-commerce it doesn't have to be in
Shopify is the willingness to succeed so
a lot of people are gonna spend you know
$100 $200 $500 on ads on getting their
store set up maybe on some new apps that
they're using on your own their store
and then they're gonna give up because
they're not making it work but what they
don't realize is that with Shopify or
Amazon or with anything really all it
takes is that one successful product or
service or whatever you're selling to
kind of give you the confidence to show
you that it is possible to show you that
it does work and then you can really
start to scale after you kind of realize
what's working and what's when what is
not working another point that I wanted
to mention in this exact same room is
that there's a really a snowball effect
with any type of e-commerce especially
when it's as scalable as drop shipping
one of the main drawbacks between other
businesses is you stock out right you
run out of inventory and then you can't
fulfill your customers if you are
getting on a roll and people are really
starting to you know take off and you're
starting to get a lot of sales or maybe
you have a successful relationship with
an influencer and you know they get you
all of a sudden 500 sales in a day
it wipes you out but with dropshipping
one of the biggest beautiful most
beautiful parts about dropshipping
is that you don't actually hold the
inventory and theoretically if you
partner with the correct supplier which
I teach exact down the Shopify ninja
master class what you're gonna realize
is that they pretty much have an
infinite stock you know if they're a
large manufacturer if they're worth the
time and money and you've done your due
diligence with finding them what you're
gonna realize is if you do start to take
off and your products are just a trend
or you find you know the correct
relationship with an influencer or a
team of influencers and all of a sudden
you're getting thousands and thousands
of orders what you're gonna realize is
they're not going to stock out and so a
lot of the moral of the story and the
morale of number three guys is that a
lot of people give up right before kind
of they find that breakthrough product
right before they kind of find that
their breakthrough stride where they
kind of start to get in motion and they
start to realize ok this is actually
going to work but what I need to do is
not give up you know after spending a
hundred dollars on ads and saying you
know what it's just not working for me
nobody can do it it can't be done cuz I
imported one product off all the Express
onto my store I step I set up in an
afternoon right it's a real business it
takes time
don't give up with you know trying just
ten products or even 50 products guys I
tried hundreds and hundreds of products
on drop shipping before I kind of
started to realize what was working what
was not working you know how to identify
trending sub niches I when I first
started I think that like a lot of
people you know I was looking at these
products that were kind of that I saw a
lot of other people selling successfully
but what I didn't realize is they had
spent you know months or years building
up email list building up you know
social-media followings on Instagram on
Facebook on Pinterest where whenever
they released a new product they already
had you know hundreds or thousands of
people already kind of in their
ecosystem who had bought from them
before who are willing to buy from them
again because they like the quality or
whatever the case may be so you don't
see a lot of the behind-the-scenes stuff
for these you know already successful
companies out there who've probably
spent months or years actually building
up these relationships and building up
these audiences so the point and the
morale of number three guys is don't be
a one-and-done err it takes time and it
takes energy and it takes a lot of
testing before you realize what is
actually going to work alright guys
let's see
to number four what I like to call the
golden ratio so the golden ratio is
something that I kind of came up with
just because I think people get bogged
down and prioritize and spend time on
things that are not going to produce
them the most result so if we use the
Pareto principle right the 8020
principle that 20% of our cities are
going to produce 80% of our results
let's break down you know kind of the
main three ways that you are going to
spend time on your Shopify store and
your Shopify business so 20% of your
time should be creating the perfect
store right creating choosing the best
theme creating your store you know
optimizing your store for both desktop
and mobile making sure that you have the
correct apps that you're capturing
people's emails correctly you know that
you're using apps like spin a wheel to
you know incentivize people to give you
their emails in exchange for coupons
using apps like receipt full or converse
you to make sure that you're actually
getting people to click on the emails
that you're sending them as weave seats
and maybe potentially offering them
discounts you know we could make a video
if you guys are interested on all the
best apps for Shopify that I have given
me the most conversions and then have
made the biggest difference to my store
but for right now we are just talking
about the golden ratio so 20% of your
time and I know that might seem like not
that much to a lot of you guys but
creating your store can really ball
people down and they can spend all of
their time on that and if you spend all
of your time on creating the perfect
store then you'll never actually get
that your store out there and be able to
find your customers right so I've
created stores in as little as a day you
know and I've had a lot of experience
with Shopify I have a lot of experience
with Facebook Ads
and I have a lot of experience with
selling things on the Internet but you
know I can create a store and get it
completely fully live and functionable
and you know all the titles and
descriptions and everything optimized
with all the apps I want you know within
one day and so that should be really
only 20% of your time don't let you
don't let yourself get bogged down where
you're spending you know weeks or months
creating the perfect store without
actually testing anything because you're
gonna be really let down and you're
probably gonna feel pretty overwhelmed
if you've you know put all this time and
effort and money into creating the
perfect store and then no one's buying
anything from you so 30 percent of your
time right out of 100 percent should be
for product selection and iteration so
when you're selecting products you want
to make sure that you're putting a lot
of thought into it that you're selecting
things that are on the upward trend on
Google Trends that you're selecting
things that are
sub-niche like we talked about before
you don't want to be selling dog collars
you want to be selling you know led dog
collars for Christmas or you want to be
selling you know Corgi pink dog collars
for you know women or something like
that right so we're not looking at
general niches we're not selling dog
collars as a whole we're selling sub
niched items that people are much more
likely to actually purchase from a
Facebook ad as always people do not
purchase consumables right the everyday
type thing people are not buying you
know Colgate toothpaste or a toilet
paper off of a Facebook ad and so 51%
and yes I know this doesn't add up to a
hundred percent so please you know don't
tell me that in the comments I just
wanted to kind of make a point here so
51% more than half of your time buy for
sure should be spent on marketing so for
a lot of us you know there's a there's a
pretty steep learning curve for learning
Facebook ads there's a pretty steep
learning curve for you know learning
about autoresponders like MailChimp and
learning how to build an email list and
how to successfully market to that email
list that you're not annoying people but
you know you're offering value and
you're actually generating downstream
income from that email list because what
a lot of people don't understand what a
lot of beginners that don't understand
is the people that are really becoming
wealthy and making a lot of money off of
e-commerce are not making that money up
front you know a lot of times I go into
the black I'm actually losing money on
the beginning of my store you know kind
of giving away a lot of products for
free getting people into my email lists
testing all these different products
right spending a lot of money trying to
scale ads quickly so that I can get the
most data immediately so I get you know
I get all the information about what ads
are working what demographics are
working whether it's males or females
what cities and states write all this
information about ads I get it quickly
and then I scale the ones that are
working quickly and ice paws the ones
that are not working quickly but in
doing that you know I'm wasting money
upfront with theoretically you know
quote-unquote wasting money
similarly up front you know I'm giving
away products for free I'm offering
products that you know below my cost at
times just so I can build an email list
so that I can actually you know launch
future products to that email list and
that is where I'm going to make the
money the people that are wealthy on the
Internet are the ones are who give away
things you know not in this
for free but the ones who give away a
lot of free information who are
understand that the people who get
wealthy online are the ones who make
downstream incomes by building a
following building a customer base
building an email list building a group
of people that are interested in what
you have to say or what you have to sell
and last but not least number five so
prioritization has everything to do with
entrepreneurship it doesn't have to just
be with Shopify or Amazon or whatever
you're selling on from that specific
example but we are going to use that as
our contextual kind of thing that we're
gonna walk through right here to
highlight a few points and so what I
mean by prioritization and the reason
that a lot of people fail at Shopify
because of this is people will work on
things that are not going to give them
the most value so instead of you know
finding the perfect product or you know
fine-tuning marketing campaign or you
know adding new additional products and
testing people will spend you know weeks
and weeks creating you know Facebook
pages Pinterest accounts tumblers Etsy
you know all these different things that
are not going to give them the same
amount of kind of output as the required
time input and so instead of going out
there and making you know reddit
accounts for your awesome new store that
you're so happy and passionate about you
know what you should be doing is a very
succinct series of steps when you are
going out to create a successful
e-commerce business and so that series
of steps and I think a lot of people get
this backwards is you don't make a store
first making a store first is going to
cost you a lot of time it's gonna cost
you a lot of most importantly momentum
right because nobody wants to spend a
month creating a perfect store and then
driving a bunch of traffic and paying
hundreds of dollars to get that traffic
to your site and then not getting any
sales from that so instead of creating a
store first guys number one when you are
when you're going through your
priorities is finding products and so
once you find a product that you're very
you know you're very happy on you're
checking the social cues you're you know
you're making sure that there's a lot of
people purchasing this you're seeing a
lot of orders on Aliexpress right you
have looked on audience insights on
Facebook and you've figured out that yes
people are in fact searching for this
you can you know you know about their
demographics you've checked Google
Trends and you're making sure that you
know this particular product or sub
niche is on the upward trend you're
making sure that there are detailed
targeting match
on Facebook ads or on Instagram or on
snapchat that you're actually able to
target this group in this audience and
you know hopefully this audience that
you're targeting is a very passionate
audience right we're talking about
bird-watching we're talking on sports
are talking about golf we're not talking
about you know consumable everyday items
or you know people or water bottles or
something like that yes there are some
people who are passionate about water
bottles but we're not talking about that
and so what I'm trying to say here guys
is instead of spending a month creating
a store before you've ever tested a
product right get a get a reasonably
basic store up get you know the very
bare essentials that I teach you know
get an email pop-up get some type of a
cart abandonment in place and then
create a collection of you know highly
related products maybe it's like a you
know a golf laser sight and you know a
golf tee cleaner or whatever those
little things are that you like fix the
green with and then you could do you
know one collection of golf you know
men's polos or something like that right
so you want to make an ultra niched set
of products in one collection and then
run Facebook ads to it and if you can't
get sales with you know fifty to a
hundred dollars of Facebook Ads
after you've done all of your kind of
due diligence you're setting all of your
detailed targeting correctly you know
you set up the basic optimization of
your store right if you can't get sales
driving clicks from paid advertising
into that ultra niche similar right
related type collection where you know
you have five different products and
they're all very sub-niche they're all
very much so related all of their titles
and descriptions are optimized you know
you have your coupon set up you have
your reviews on the products all kind of
the basics that I teach in the Shopify
ninja master class once you have all of
those things kind of together in your in
your collection and you've driven a
hundred dollars of paid advertisements
with the proper targeting again which I
teach but if you don't know anything
about Facebook advertising you take a
look at my youtube channel we have you
know the number one fastest-growing
Facebook as tutorial over two hundred
thousand views in three months but who's
counting on my channel so make sure you
check that out I promise you it will
teach you a lot about Facebook Ads even
if you're a complete beginner so once
you
you know a sufficient amount of traffic
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