hey everyone this is stefan from
projectlifemastery.com and I'm here at
cellar con in Orlando and I'm being
joined right now by James Swanwick the
founder of SWA knees which are these
beautiful glasses that he's wearing
right here I want to say thank you for
taking it thank you sir for this
interview and the purpose of this is
here at silicon and I wanted to
interview for you guys other successful
Amazon and e-commerce sellers so James
here built SWA nice over the last few
years you know you've been good friends
and I've seen the journey that you've
had towards massive success with this so
I thought you'd be a good a great person
to share with my audience how you got
started and any advice for people
getting started yes oh yeah I'm wearing
these blue light blocking glasses
they're called SWA knees and just to
give context the orange lens blocks out
the artificial blue light from your cell
phone from your TV screen you're
probably watching this on a laptop so
the way that you're even watching us
right now there's that blue light that's
hitting your eyes so wearing the blue
light and at nighttime it will help you
sleep a lot better so the way it came
about was I was with a friend of mine in
Palm Springs and he was wearing a really
ugly pair of blue light blocking glasses
they were kind of like safety goggles
right and they looked really unsightly
and I'm just vain enough that I there
was no way I was gonna be wearing those
things and so I was thinking how can I
create a stylish pair of blue light
blocking glasses that I would feel
comfortable enough going out onto the
street wearing and having friends see me
wear these things and that was really
the main lesson that I got out of
creating and selling physical products
which was don't try to invent a product
take an existing product and make it
just a little bit better so I didn't try
to invent blue light blocking glasses I
just took an ugly pair of blue light
blocking glasses and made them a little
bit better made them a little bit more
stylish my brother Tristan was in
Brisbane and Australia at the time I was
living in LA and I phoned him up and
said I got this idea for a business you
contact the manufacturers try and find a
manufacturer I'll do the marketing he
said yes we launched on Black Friday
2015
we sold 18 pairs on our first day Amazon
dock on amazon.com yeah so in the US
market already disturbed nuts in the US
market so even though I'm Australian my
brother's Austrian we launched in the
biggest market there is which is the US
and yeah first day we sold 18 and then
at a price point of $89 and so I was
thinking yes this is gonna be awesome
and then the next day we only sold six
pairs I was like well hang on a second
what's what's what's happened here and
that was my first kind of foray into the
into the idea that it's not always gonna
be smooth sailing the whole time
and then we kind of hovered underneath
about 10 sales a day for a while until
we had a big breakthrough and then you
know we did a lot of things I went on
podcast as a guest I did reviews I did
some coupon giveaways on Amazon anything
I could to get the glasses out there and
we ended up doing just under a million
dollars in just over 12 months so it
took about 13 months so yeah it was and
then yeah so I think just you know
getting started main point is don't try
to invent a product just look at an
existing products out there and make it
a little bit different and target your
market to that ya know I almost want to
vote for the product that you you have
because I didn't really know about blue
blocking glasses until I met James and
he shared with me its product and I I
wear them almost every day before bed I
think that you you typically wear it
before is it an hour before bed yeah yes
so I'm wearing them now but if you if
you struggle with your sleep like if
you're the type of person who is
scrolling through Instagram in bed at
night are you guilty of that I happen
yeah if you're on your own bore though
but right but yeah sometimes you know if
you're watching the movie you know
nighttime or whatever it's yes it's I
think what I guess what it does is your
body naturally produces the melatonin so
that you can go to sleep when the Sun
Goes Down right yeah so the technology
in the screens even if you're watching
the movie at night is gonna prevent that
and it's gonna make you a harder for you
to sleep that's right so when you're
staring into a screen when you're
watching Game of Thrones on a Sunday
night or whatever it is you're actually
tricking your body and brain into
thinking that it's daytime
right when it's actually nighttime so
wearing these glasses with the orange
lens blocks that artificial blue light
that's telling your body it's daytime
even though it's not therefore your body
is able to naturally produce melatonin
which means then when you finally take
the glasses off and roll over in bed
you're able to fall asleep quicker sleep
deeper and ultimately wake up feeling
nice and refreshed yeah yeah and I've
actually shared this product with you
guys before so I've shared it on the
resource page at project life master and
whatnot so I'm definitely a big fan of
it but let's go back to the Amazon why
did you decide on this product like did
you have it already any interest in it
did you have expertise about sleep and
all that or is that something that you
you just felt passionate about or wanted
to get into it or what what made you
pick this product yeah well I was
passionate about finding a product to
create and sell I am very health
conscious so I like to eat well I
exercise regularly so my interest my
passion my hobby if you like was health
and so when my friend was wearing these
ugly pair of glasses and he was
explaining the health benefits of
blocking blue light I was like heart
that's really interesting I was
particularly interested in it my sleep
was okay it wasn't horrible but nor was
it terrific I would sleep seven and
hours but I'd toss and turn the night a
little bit but when I tried on wearing a
pair like ski goggles with the orange
lens and then I would take them off and
go to sleep and I realize that my sleep
was better I got really excited and so I
think why did I pick this product well
because it spoke to my passion and my
hobby which is health because another
one of my passion and hobbies was was
business and entrepreneurship because I
saw other people in the industry making
lots of money in in health and I was
like how can I make money as a side
income that incorporates my passion my
interests in my hobby and also gets the
creative juices going and so trying to
make ugly blue light blocking glasses
stylish kind of excited me and trying to
make money selling that
products that can help people excited me
and wanting to create a side income
where I could just travel the world and
I wasn't reliant on a job or having to
answer to a boss and I could just go and
do my own thing
which is what an Amazon business does
for you right excited me so I think it
was where passion and interest and a
desire to to make side money kind of met
and that's how I came up with the
product and what made you decide on an
Amazon business because I think before
you're doing some sales I remember and
you had he also has a 30-day no alcohol
challenge which I've also shared with my
audience before but did you see Amazon
is a big opportunity that you and your
brother could get into because I know
when you started you didn't have any
experience selling on Amazon before
right yeah I was selling an information
program called 30-day no alcohol
challenge you know I had nothing to do
with physical products but I kept
listening to podcasts I would go to the
gym was the crunch gym in Los Angeles
right off Sunset Boulevard and I kept
listening to podcasts from people who
were making money on Amazon and one of
them was mutual friend of ours Ryan
Moran and he did a really cool podcast
episode about how to make a million
dollars you know on Amazon I was
listening to this as I'm working out and
so in the back of my mind that was kind
of like playing around in my ear and I
was like you know what if people with
zero experience can follow a blueprint
get a product up and make a million
dollars around a million dollars in
twelve months or even 24 months or
whatever then I should be able to do
that and that kind of gave me a bit of
confidence to actually go into it now I
had zero experience Tristan had zero
experience but we just followed mentors
we've digested YouTube videos we I got
inspired and encouraged by other people
like you inspired me of what you were
doing with business just seeing people
do great things I was like even though I
don't know how to do it I'm just gonna
take the first step and I'm gonna follow
what do I do now okay then I'll take the
second step yeah then I'll take the
third step and I'll just follow the
advice of people who have already done
what I want to do and I don't know it's
kind of simple it's like if you're
Luke's
Walker in Empire Strikes Back and Yoda
says drag the spaceship out of the swamp
you go all right how do I do it he shows
you how to do it and then you do it you
know what I mean so yeah it's just
follow people who've already da
mentorship right just the importance of
getting the right information investing
in yourself I mean you Bret celery Khan
and you and your brother decided to come
your brother all the way from all
Australia right came to Orlando and you
guys have been to many of these events
now amazing selling machine all that
sort of stuff they put on because
they're always trying to grow and
improve right I think that's a key
mindset I think you know even watching
videos as good or podcast but I think
you got to take that next step to really
okay this is a serious business and
invest the time and effort to and and
money to get the right education
yeah and I'm surrounding yourself with
with supportive friends and
acquaintances is really huge as well so
I didn't know until 45 minutes ago that
you were here at silicon right I didn't
know that you're here but I texted you
and I'm here do you happen to be here
and he said yeah I am and so then we
came and we met and we're talking and
and already before we sat down to do
this interview we were talking about
business just casually for like 10
minutes or so right and I've already got
an idea now from talking to Stefan that
might add tens of thousands of dollars
to my business and someone very famously
once said your your network is your net
worth and so the people that you
surround yourself with who can challenge
you would inspire you will have a direct
correlation to how much money you make
in business or how happy you are because
you've always been very supportive of me
I hope you felt that I've been
supportive of you and then you
introduced me to your friends I
introduced you to my friends Tristan and
I have flown in to Orlando Florida not
knowing anyone here but now already
people are coming up to me and going oh
hi what's your business and then I'm
asking them what their business is which
we're exchanging information I just gave
some advice to someone about how they
can increase their sales he just gave me
some advice on how I can increase my
sales so being around the right people
is really gonna help you improve your
business - let me ask you this what were
some of the biggest challenges that you
and her brother faced first starting an
Amazon business yeah well we made a big
mistake we we didn't check a box in our
Amazon account which meant that some
very dodgy people could have yeah the
coupons yeah some very dodgy people
could hack our Amazon page and
essentially put a coupon code on top of
a coupon code on top of a coupon code
and they figured out how to get 100% off
Wow our sejuani's glasses so remember on
a Friday night I went to sleep and I
woke up on a Saturday morning and we had
an a virtual assistant in the
Philippines who said oh wow you had a
great day you made like $80,000 in sales
and I'm like $80,000 of sales in one day
what are you talking about doesn't make
sense and then I poked around and I
investigated and these people had stolen
a thousand of our pairs of sejuani's for
zero no I say stolen effectively it was
our mistake because we left we didn't
understand what box to check so we left
ourselves exposed but the the people who
actually took a thousand we're kind of
dodgy people that you know got a local
ring they kind of look for kind of
things like that to get yeah yeah they
look for holes and they look for
security breaches and and they found
ours so literally in one night they took
a thousand of our units out the door we
were selling our glasses at the time for
a teeth a sorry
yeah $89 so we essentially lost ninety
thousand dollars in sales and that
really hurt you know like that that hurt
us and then get this you know what they
did with the thousand pairs of Swann TS
it wasn't like they just wanted one pair
at 999 heads are back up they started
selling them on eBay so now we as in my
brother and I are competing against our
own product like we're selling our
glasses on Amazon and now they're
selling our glasses on eBay for ten
dollars less than what we're spending
and so now we're like now we're in
direct cut
competition with the very product that
we created so you know I mean we fix
that and that's an important story
because I think what's more important
about that you know everyone in the path
of business and entrepreneurship you're
gonna go through failures challenges
you're gonna make mistakes and some of
them are going to be costly but the
important thing is you didn't give up
and I'm sure you guys are upset and
pissed off and all that but you learned
from it and now because you didn't let
that stop you because a lot of people
and when something like that happens
they're gonna give up they're gonna you
know say it's not for them or find some
sort of reason why you know why they're
gonna get you know not proceed forward
with you know with their business but
you guys decided to not let that stop
you you guys have become huge successes
now so what's the mindset around that
like what's the mindset for everyone
else watching or listening to this that
they can take on when they face
adversity like that the obstacles will
come and then just keep moving forward
anyway that's it I mean I I live by
three words keep moving forward and I
have setbacks you know that was a big
setback for us we also accidentally
ordered 5,000 pairs of glasses from our
manufacturer that we didn't mean to
order that we got lost a little bit in
the translation and the Skype messages
with them with our manufacturers and so
they go oh you're 5,000 units are ready
and so we had this bill we had to pay
all this money we didn't have it because
the cash flow like ah and so we're like
what do we do now and I just kept saying
to myself keep moving forward which
means don't give up don't just go this
is too hard it's just okay let's figure
this out what's great about this
situation okay it's forcing me to think
and get creative maybe we can do this
who can I ask for help what can we do
here and you know what we got through
both of those situations so you know
there are lots of programs and
businesses out there that are saying
like do this and you'll make all this
money and it'll be great and you do but
it's not like it all goes perfectly it
never does
so you make a rollercoaster it's a total
rollercoaster when you get on a
rollercoaster you go up and
this is amazing we're gonna go and then
all the sudden you go down you're like
oh my god I'm terrified and then there
are days where I felt this business is
tough like this is tough man like I
don't know if this is worth it and then
you change and you're shift then all of
a sudden like oh my god we had a
breakthrough this is incredible and if
you just stay on the roller coaster you
go you just you you end up going like
this over time it might feel like this a
little bit but but you're going like
this so so yeah just stay on the roller
coaster keep going don't give up and
just keep moving forward and I know also
you guys who started on Amazon but you
guys also sell on your own website yes
and you guys do you guys have Facebook
Ads Instagram add I've seen like a lot
of the things that you guys are doing
from there to maybe talk a little bit
about why you guys decided to do that
because I think it's important to do
that at a certain point because you
don't want to just depend on Amazon yeah
but what was that thinking around that
and maybe just share just a little bit
about that process and what that's done
for you
we started on Amazon because we felt and
it is true that Amazon is the easiest
quickest most pain-free way to get up
and running Amazon has an existing
marketplace of people who were going
there to buy Amazon will handle all of
the fulfillment for you so the glasses
we get we get made from a manufacturer
they'll set them to Amazon when someone
comes to Amazon and buys from you
Amazon take care of the delivery they
take care of everything right so it's a
really easy simple way to get started we
then created our own website on Shopify
and we it's it's still there now it's
called Swanwick sleek calm and we
started that at about month five or
month six and the reason we did that was
because we didn't want to be reliant on
having an Amazon business we wanted to
have a business that just happened to
sell on Amazon and that's a really
important distinction the the danger of
only having an Amazon business is that
at any time Amazon can shut you down
you also don't on Amazon don't get to
keep the customer email and so it's hard
for you to have an on go
conversation with your customers and
maybe sell them other products you can
but it's a little bit more challenging
whereas if you have a Shopify website or
your own storefront now you can collect
a customer's details their email address
and now you can have more conversations
with them and get them into a community
and you can sell them more more products
also the value of your business goes up
considerably if you are selling not just
on one Avenue because Amazon is only one
Avenue but now we're selling on Amazon
was selling on Shopify we're doing
wholesale deals we're about to go into
retail so I think you're thinking bigger
picture if you want to sell it it's more
of a sellable asset not just an Amazon
business but special a brand is what
you're building that's very well said
we're building a brand so we're not
selling products on Amazon we're selling
a brand and our brand is Swanwick sleep
that's our sleep company the Swan ease
is our main core product but we're not
reliant on one channel such as Avenue
such as Amazon I'm sorry to sell that
we're creating a brand that also gives
us the flexibility with a Shopify store
to run Facebook ads and track
conversions to do Instagram ads and
track conversions to do email marketing
to be able to engage customers in an
ongoing conversation you're a little bit
more restricted with that on Amazon
anyone who's been on Amazon will know
that Amazon can shut you down at a
moment's notice
like some of your products because maybe
you've you've made claims that aren't
within Amazon's policy or maybe you've
got a digestible product that Amazon
doesn't like and so if you're so reliant
on one Avenue you leave yourself there
very exposed so yeah so I think best
practice definitely I would advise start
on Amazon just to get up and running and
then as quickly as possible
create a Shopify page create your own
brand and build a brand that way so a
few more questions before we wrap up
your also I mean you you help sellers in
the Australian market now because Amazon
has started in Australia and they're
expanding a lot internationally
globally maybe share a little bit about
the opportunity in Australia I have some
experience with that
what's the opportune and what's like
what point did you guys expand to
Australia
yeah well Amazon launched in Australia
at the end of 2017 and up until that
point we'd been selling in the US the UK
Europe and Canada for two years so we
didn't make one sale in Australia until
the end of 2017 so now we're up and
running we were in that Australian
market now online shopping in Australia
is growing at a huge rate like its it's
doubling every year it's like sales and
monstrous
however Amazon in Australia at least as
we're recording this in 2018 it hasn't
like come out of the gate it's like a
million miles an hour people will take
another six to twelve months in
Australia to really warm and really
embrace as a whole Amazon there so what
has been really important for us is
getting in right now at the beginning on
Amazon Australia getting reviews getting
our product known there so when the
floodgates are opened which is coming
because it with anything it always takes
a while right like uber took a couple
years before the floodgates opened
Amazon took a couple years before the
flood go to open and Australia might
take a year before the floodgates open
but now that we're there were up and
running we've got our listing we're
engaging with Australian customers
towards the end of this year when when
that happens we're gonna be in the best
position to be able to just bang we're
off to the races whereas a lot of people
who are not getting out on Amazon
Australia now are then gonna be playing
catch-up and trying to compete with
people like me and there's not much
competition there's always an
opportunity because I see some people
say oh it's too competitive or saturated
but there's marketplaces opening like in
Australia there's probably hardly any
competition there ok did you get in
early with it I mean you can you know as
you said take advantage of the glow
that's that it's gonna have yeah that's
it's a wonderful opportunity to get in
now and then take advantage later it's
late so I think it's the
yourself having the investor mindset you
know it's like thick long-term rather
than like than short-term and I've been
guilty of thinking short-term in the
past but if you think long-term get into
Amazon Australia or any of the other
markets even Amazon the UK and the
European market do it now it's gonna
blow I mean it's it's coming it's it's
gonna blow up
cool so one last question I wanted to
ask you because I I feel like this is
something you've done really really well
with the sejuani's is you're really
great at influencer marketing you've I
mean you've had Arnold Schwarzenegger
Rihanna like a lot of celebrities wear
these glasses other influencers on
Instagram and whatnot and I know that's
been one amazing way that you've been
able to build your brand and sell more
product you might share with people real
quick just how you approach the
influencers and what's what's the the
deal the arrangement that are typically
working out to do something like that
yeah well there's a couple of different
ways with influences one is it like just
an organic way where you bump into
someone and you just have a conversation
you tell them about the product and then
there's a paid way where you reach out
to an influencer and you offer them
money to do a paid post essentially now
I live in Los Angeles for the most part
and so when I came out with my my my
swamis glasses whenever I went out to an
event or a charity event I always
ensured that I took two pairs so I would
wear a pair of glasses and I'd keep a
pair of glasses in my inside coat pocket
and I did that deliberately because I
wanted to take photos with celebrities
that I might happen to run into in
Hollywood so you mentioned swatched
Arnold Schwarzenegger I was fortunate
enough to go to Arnold Schwarzenegger's
home in Bel Air for a charity event and
I was wearing these glasses and I was
just like sitting there going geez I
hope he asked me about my glasses and I
didn't want to be the one to say hey mr.
swatching there go let me tell you about
my product but literally with my with my
product you have to in order to have a
conversation with me you have to look
through my product right which is kind
of cool so we were talking for like 10
minutes and hours I please ask me about
the glasses please ask and this is what
I'm thinking and then finally he goes
what are those
one of those glasses you're wearing and
I said ah well these things make you
help help you sleep better and blah blah
blah how's your sleep and he's started
to tell me I'm like oh I hear I've got
another pair just try on a pair so then
he puts them on and then I just grabbed
my cellphone I go oh great let's let's
take a little little video of it shall
we
I thought just go I didn't even ask him
for permission I just like stuck the
camera in front and then I took a photo
and there there it was now I have this
this kind of very famous photo of me and
our misfortune ago I did the same I went
to a game of Thrones premiere party at
the Chinese man theater on Hollywood
Boulevard and there's a character
there's an actor called Alfie Allen and
he plays the character
Theon Greyjoy or reek in Game of Thrones
any game of Thrones fans will know who
I'm talking about and he was like oh I
like those glasses tell me about those
glasses and I'm like yeah yeah they're
mine they're blue like oh I just
happened to have another pair here try
these on and he's like oh man these are
amazing hey let's take a photo okay so
now I've got a photo you know and so
that's a very organic kind of
conversation yeah so and there are
always those opportunities so now we're
at the conference in silicon right here
in Orlando I've got two pairs of glasses
with me and so now if I meet some cool
people want to try them on let's get a
photo now I use that on my social media
for paid influences you can reach out to
people who have 200,000 half a million a
million followers and you can pay their
money to where your product or to pose
with a photo with your product and then
they'll post it out to their audience
and then you get the benefit of exposure
to your product and you sometimes you
only have to pay twenty bucks
sometimes you got to pay a thousand
dollars it just depends on what your
product is and what market you want to
reach but we've just started paying
considerable money to influences to post
like I mean people with a million
followers or two million followers and
we're finding a direct correlation to
doing that and sales plus brand
awareness very cool awesome so I want to
thank you so much for the time how can
people find out more about you and in
this
thank you yeah so if you go to Swanwick
sleep calm my last name is actually
pronounced Swannack but I always say
Swanwick because North Americans don't
understand the silent W yes
so it's SWA n WI CK sleep calm and if
you if because we're talking about
Amazon if you want to see our Amazon
listing and just how we put up our
images and how we sell the product and
just kind of learn from a marketing
point of view just type in the same
thing Swanwick sleep or Swan ease in the
in the Amazon search bar and you can you
know see how we promote the glasses that
way and Instagram Swanwick sleep and
James Swan week awesome cool so I'll
make sure I have links below this video
for you guys to click on check out what
James has done with its brand but thank
you brother
thank you Stefan look how handsome he
looks with those glasses as well they
really ask dolly look at you you know
I'm an influencer dude
there you go alright guys thanks a lot
take care hey so let's say thanks again
for watching this video and if you want
to get started to build your own online
business on Amazon then I'd love to give
you some free video training that I put
together that shares with you more about
this process and more in-depth
step-by-step how you can get started to
build your own online business on Amazon
to create whatever kind of internet
lifestyle that you want for yourself so
to give access to this free video
training all you got to do is just go to
WWF mastery com /f be a ok project life
mastery com /f be a FBA as in Fifth
Element by Amazon and also have a link
in the description of this video as well
that you can click on head on over to
that page all you got to do is just put
in your name and your email address and
then check your email inbox and in right
away I'll send you some valuable videos
and resources to help you get started
learn more about this and guide you in
that right direction and it'll get a few
more emails from me over the next few
weeks I just don't want to overwhelm you
too much right away but I'm not gonna
spam you or anything like that I want to
make sure that I provide some awesome
high quality free content that can help
you build your
online business on Amazon so thanks
again for watching and I'll talk to you
again soon take care
you
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