hey everyone this is stefan from
projectlifemastery.com today i'm
interviewing chris guthrie
from up fuel calm chris is a blogger
he's an amazon seller is also the
founder of Emma sweet Chris how you
doing doing well thanks so much for
inviting me I'm doing a quick call and
talking about this stuff absolutely I
think I met you I'm even Las Vegas go
karting as the amazing selling machine
summit and I think you won that right
remember I got out of the car after I
finished early
you win because you're tracking the
times and I said some joke about I guess
now is a good time to tell you that I've
been I used to work at these you know
when I was in high school and then they
all laugh like oh that's why it's not
I'm kidding I just beat you all
hilarious that does those fun um yeah we
got together it means Excel machine
there's Matt Clark Jason a bunch of the
speakers and doesn't does a great time
so I'd love to hear you know for people
that are watching this they want to know
a little bit more about you your story
how you got into online marketing
selling on Amazon so you mind maybe
sharing a little bit about yourself and
what you've done
yeah definitely I mean when it comes to
Amazon I was adding it up it's been over
half a decade that I've been baking
money and some way from Amazon so either
Amazon's affiliate program Kindle books
although less on the Kindle book side
and then more recently selling physical
products so actually six little over six
years ago now I'm looking at the date I
got fired from my day job and and this
is a good tip for people that are out
there trying to build their own business
on the side don't tell your co-workers
that you're doing it because you might
end up having happen what happened to me
and that was that I got fired because
they could tell I wasn't as committed
and as I started making more money with
my business and I was telling my my
other sales rep that I work with that a
you know it's I made four thousand
dollars last month or whatever and he's
like cool yeah so don't don't tell
people that you're working on a side
business but yeah so I got fired from
that job and originally I pretty much
just launched right into just full-time
making money from Amazon's affiliate
programs
like I fired that October and then in
the following month I think I made like
$10,000 from him sounds a foot program
that was maybe my best month that year
and then in December I made 13,000 so I
I said okay I don't need to go look for
another job and at the time I was kind
of running around thinking maybe I need
to get another job because I wasn't
ready yet to leave but decided to go
forward with it and then been doing
other stuff ever since if you find that
you know is interesting and you find
where you got fired that dislike took
your motivation level to a whole new
level where you're like and now I got to
make this work yeah I mean definitely I
think that part of it too is just you
know I I was pretty good at my job you
know I want a couple awards for the
position so every time you promoted
there's these positional awards that you
can win based on how well you do within
the first amount of time so I won I won
one of those or two of those like camera
burnout and so I did well and so I know
differently because I talked to the guy
that I used to work with that it was
because of the side business I got fired
but yeah I mean I was I was already
motivated just in the sense that I
wanted to be able to do my own thing
anyways but then you know losing the job
and then already having something sort
of in a place just kind of said okay
alright let's do it let's let's go much
faster so that I think that first full
year after I I got fired I think I
doubled or tripled my income so I was
like okay definitely was a good decision
I actually sold my top Amazon site later
that year as well so I used some
investment Baker's to help sell that and
yeah badoon stuff since then but
Amazon's affiliate program is how I got
started so how did you get into selling
physical products on Amazon and what new
want to share a little bit about your
journey yeah yeah so I you know I got an
email from Matt Clark and Jason casting
back several years ago and they wanted
me to promote some course that they had
it was called like Amazon money machines
or something and it was a precursor to
amazing selling machine and I thought
now I'm too smart for that
I didn't I didn't get into selling on
Amazon when they first suggested it it
wasn't until a few years later when a
friend of mine Brian he emailed me
through my blog which one of the reasons
why I like blogging and talking about
online
it's because I get these types of
conversations with people and he said
hey I know that you're in Amazon
affiliate stuff because I found your
blog when I was searching around in
Google and I'm looking for affiliates
that can help promote my products on
Amazon I'm selling on Amazon and I said
oh you know I think that you're probably
gonna have better results just focusing
on improving your conversion rate and
driving traffic in that way and maybe
launching new products but just out of
curiosity because the heavy here you
know how are you doing with this
business and he told me what he was
doing I think at the time it was really
high five figure so I think close to
maybe hundred k a month and I was like
holy crap what are you doing here and so
we talked a little bit more and he told
me his background was in accounting and
you didn't have this experience with
marketing or anything else like that and
so I said okay if you're doing it you
know I want to know how you do it and
see he said amazing sell machine so I
said okay I'm going to learn from that
same course and I found that of course
that was the the same guys it had
contacted me before asin's promote their
their course and I dismissed it so now
as like again I'm like relearning that
anytime you hear these new opportunities
coming around you always got to have
your ear open because there's always new
things that are really good and if you
get an earlier that's better even though
there's still plenty of opportunity on
Amazon now it's just a different game
back then so that was that was kind of
how I got into it and then you know I I
learned through ASM and now from other
types of areas as well there's lots of
stuff to learn from now but yeah that's
great and say you're pretty transparent
on your blog which I love um younger
like your income report spam is on so
when you first started selling on Amazon
he's sort of one product like what
what's what's happened since yeah so I
started with the first product and think
I've made like three thousand dollars in
the first thirty days or something and
that after that it went up from there
and then so far 2015 my best month was
about $36,000 in sales with about 40
percent margins I have a little bit less
than it's four products right now so a
little under half a dozen and then some
variants and stuff the and we have
several more they're gonna be launching
but the thing that I I found pretty
early on is that I was trying to run
this business
the same time as I was doing the
software businesses and everything else
already had going before this you and
Brian my friend reach out to me I was
already full time working on everything
else and I said okay I'm gonna do the
same as on thing I've got to do it on
the side and then just put the effort I
do put in has to be focused on getting
the best route or the quickest results
as fast as possible even if I make some
mistakes or whatever I want to make sure
every day I'm focusing on taking steps
that are actionable I mean you can
always go into these Facebook groups
posting questions etc but unless you're
actually you know contact and suppliers
getting samples picking products to go
with and you're not really moving your
business forward
so anyways I I started I'm doing this
and as I started getting more success I
realized starting to take more and more
time and it's I kicked myself because
the second time knife I've done this but
I waited too long to hire someone so I
fixed that problem
a month ago I hired a team member that
was already actually on the team I moved
him over to this business and sauna he's
focused on helping to to grow it more
quickly and so he's doing is we have a
contact in China that helps with
sourcing our products and so we're gonna
send an email to him and say hey here's
the products we're looking at doing and
here's some variants that we want to do
here's some bonus products we might like
to include and then and then he hands
that back to us and so that part is nice
because now he's kind of focused on that
and I can focus on just giving some
strategic ideas for that business and
then focus on the other stuff I've been
doing today I know for myself
I got so many things going on so many
different online businesses and some
some of which are much more passionate
about in my strengths and I really enjoy
the most - but for my Amazon business is
kind of neglecting it because I've just
so much like I get so much decent energy
from you know I'm doing the self
development side of things I is the only
way that I'm gonna be able to grow this
is I have to go the team and I have to
get other people to do a lot of this
stuff you know for me because I know
what to do and I'm sure you do as well
like if you have you know you can keep
promoting products on Amazon for years
now just hasn't it kill you
so yeah yes I mean that's been a big
game game changer for me now it's I've
just been creating
many systems and even leveraging
software it to you because I think
software it's just powerful Wayne is to
scale up and leverage yourself in so
many different ways so I'd love to hear
a little bit more about the software and
just kind of what you guys have created
so you might share in a little bit about
that yeah so I mean I've I mentioned
before the affiliate side is how I kind
of got started and so along the way we
built am a sweet was a software and we
originally created it for Amazon
affiliates we launched that back in
February 2012 and then we slowly added
and new features added new you know new
versions new apps and then once I
started selling of Amazon in the middle
of 2014 I looked at what we already had
built for the affiliates and I said hey
if we add these extra features in here
then it's gonna be really really helpful
for myself and then also for other
private label sellers and so that's what
we did we created some additional
features we added in a tool and and then
we include that in sama suite so we have
four tools that are part of that and
then they focus on private product
research and that's a big component and
then also keyword research and then also
in helping you find people to review
your product so that's the those tools
before maybe you can maybe do a little
demo from that so it's basically for
software's in one like a four different
it's one software that's got four
different purposes to that right yeah
yeah let me actually show let me share
my screen here ok so can you see this
yep awesome so this is actually the
first of the of the four programs and
it's the top wonnered analyzer so this
is the tool that I like to call you know
if you're listening in and you like me
where you're when you first start trying
to sell on Amazon you don't really know
where to go this is a tool that I like
to suggest people use so what you can do
is you can come in here to amazon.com
you select best seller since your data
source you can also use coda UK and I'm
on I'm on a PC right now you can use
this on the Mac though as well but you
can come into this area and you can
select these different subcategories so
basically what you're doing is you're
going onto Amazon and you're finding
products there outside the top 100
that's really really important because
these days it's just more competitive on
Amazon in general
and if you're trying to sell products in
the top 100 say the top 100 of patio
lawn and garden then you're gonna end up
with a lot of competition and so unless
you have a lot of money to kind of spend
your way in success you're not going to
find success so what I really recommend
is people will go after things that are
lower compared to our competition so
between 1,000 and 5,000 BSR specifically
the range I searched for and that we're
doing right now with our business and so
I just selected three categories really
quickly to show you how this works but
you basically you select these different
subcategories on Amazon and then you can
quickly pull in all the product data for
those products as well so you know
probably you see the scroll bar here
getting a larger and larger so it's
pulling in all this information and then
these are subcategories on Amazon so you
know that the products they're being
pull in here some of them may be higher
or rather lower ranked as in they're
sold more frequently but the the other
products are gonna be ones that are hey
this is great this is something that
could potentially sell so you can see
these are popping up here like this one
here it's a brass grill brush 2294 best
seller rank and then you can see the
sale price is 795 here's the the rating
all the ratings for everything might not
be showing up but showing the reviews
the weight and everything else and then
so you can quickly tell okay is this a
product I'd like to sell is it too heavy
because you also maybe want to think
about air shipping and then you can also
see if it's shipped by FBA and the total
number of offers so you can tell if it's
something that someone's private
labeling or if they're people that are
reselling it etc any questions and I'm
coming lion-o this is great so I think a
lot of people might be curious to know
you know what do you what do you tend to
look for um in terms of finding a
product you mentioned Knotts and that's
not competitive but is there a kind of
like a sweet spot or a few diff
different things that you really need to
look for choosing a product yeah so when
I first started in middle 2014 I was
shooting for between 500 and 2000 best
seller rain but but these days now and
especially because what we're trying to
do is we're trying to ramp up the
business by launching considerably more
products so we're shooting for between
1,000 and 5,000 BSR
and the reason for that is is that it's
just generally more competitive but also
because we don't want to spend as much
my trying to succeed and if we do one
thousand five thousand and that's
already enough volume that's gonna be
thousand dollars a month for us to be
happy about it and so we're really going
with the mindset that a few the products
we launched they maybe are only gonna
sell a few units a day and that's fine
and then some of them that we launched
are going to sell ten twenty thirty
units a day and those are great so those
would be kind of the homerun type
products and the other ones are maybe
not but so that's part of the so on the
BSR side that's what research florists
that's what this column is I mean all
the way just Andrew J I can definitely
relate to that because I know from my
first product I've got two products up
I'm watching like third and fourth right
now but my first one is as well you know
it gets a few sales a day but my second
one I put in the same amount of effort
and it has like wait less reviews but
still way better you know so it's
amazing how just picking the right niche
the right market I think goes a little
bit too conservative with my first
product you know I just wanted to get my
feet wet and go through the process but
my second one um is it was just amazing
I'm like wow like I didn't have to do
anything and it's selling its ranking
Amazon ads it's really promoting it well
so it just kind of goes to show the
importance of the research and how much
of a difference that can make and just
choosing the right product the right
niche the right keywords definitely the
vast majority of people that I've talked
to that say oh I tried Amazon and it
wasn't I wasn't successful I'm like well
what did you sell and they're like oh I
tried to sell Garcinia cambogia for
example right and that's like the most
competitive product you know you could
sell something in another supplement
space and still do well but you want to
think about if something super
competitive and a bunch of people are
selling it you've got to find a way to
try and differentiate ideally and so
that's kind of what this can help you do
is you can look at a bunch of different
categories when you have no idea what it
is you like to sell and then you can
just really quickly see the data and you
can add filters to it so you can you
know only want to look for products
between a specific rank of equal to or
greater than or yeah greater or equal to
you know a thousand for example right
and so you can apply filters like that
prints and so that's what this can do
and so I mean I use this example a lot
so I wouldn't actually
justise product but you know if you're
using say you want to do something in
the barbecue space say it's a barbecue
grill brush like this example here then
the other tool you can do is you can
pull this the product inspector you can
type in barbecue grill brush and this
actually helps you find all the products
that have that in the title so I can
come over here to barbecue grill brush I
can type in patio lawn and garden and
this is gonna find every product that
has barbecue grill brush in the title so
instead of you know manually need to go
to Amazon and searching through every
product and then trying to find it that
way it pulls everything in here so you
can see okay is this the product I just
decided is there are there too many
people selling it or is everyone that's
selling it selling it successfully or
any of those other number of things that
you can do and and that's kind of really
helpful in terms of trying to determine
whether or not it's something that you
would like to sell or not and so that's
kind of this is the second stage just
like to say is you user top wanted
analyzer when you aren't yet sure what
you want to sell and then use a practice
inspector to look at the products you'd
like to sell to get more data to decide
before you go forward that's awesome
that's great so it definitely helps you
with the product research you mentioned
also the reviews I know that's one thing
that you know everyone has challenges
with on Amazon you want to maybe share
you know what woody you found me the
most effective way to get reviews and
how can your software help people with
that yeah so actually so well one way
that we we get reviews actually is using
sales backer that's another tool that
helps with post purchase email follow-up
now works really well but when it comes
to so in the context of amis wheat
though there's the review finder and I
already ran the software so what it can
do is if you go to Amazon at Google and
you type in top 10,000 reviewers Amazon
then you're gonna find this page on
Amazon you have to look at you see
you'll see these reviewers and every
single reviewer will be listed there and
you have to click through each reviewer
and then look at their interests and see
what their email etc but you can do is
you can run this software and I already
ran it here just to save time and it
pulls in all their information and then
you can see okay what are they
interested in how many reviews are they
done what is have they done a video in
the tests past ten reviews have they
done a you know what what's their
average review score for the last ten
things are
use it can contact someone you know you
wouldn't want to contact this person for
example they've only done a three point
six but this person up here is that
video reviews and has done a five-star
review and then we can additionally do
is okay maybe you want to narrow it down
to people that are only interested in
your product so say it's photography now
you're searching for just reviewers that
are interested in photography it only
ran this for a little bit actually you
could if you run the whole thing then
you're gonna find a lot more people but
this way you can find people that are
interested in the product it you have to
sell and then additionally they're
people that are professional reviewers
so they're up here on this list because
people like the way they write the
reviews they're really helpful and
especially if they do have videos you
know if you think about your Amazon
listing and people go through the
listing and they see you know if they
see your a video review of your products
you know showing its how its use or
whatever that's gonna massively help
your conversions as opposed to someone
that's just reading a normal text-based
review and so you can contact these
people to help you get those so that's
what the software can do that's awesome
that's great awesome and is there
anything else you want to share just a
little bit with ya we have the screen
show going on yeah and then the the
other tool too is the keyword generator
so if you go to Amazon you type in say
barbecue it is automatically gonna put
up additional keywords and those are you
know you see it in Google any search
engine does its now they're they're
called search suggests keywords and so
this keyword generator tool does exactly
that you put in barbecue grill and brush
and it pulls in every single keyword
this being suggested on Amazon using
these different and seed keywords and so
you know I'm running it here now and the
number keeps popping up it's probably
gonna be about 700 plus keywords and
this additionally can be used as an
another way to help you do product
research so for example here's here's
one like barbecue accessories for men or
barbecue accessories grill set barbecue
aprons for men so these are another
other product ideas you could use
barbecue branding iron barbecue basting
brush these are other product ideas you
could use but then additionally they're
keywords that you know that are searched
really frequently on Amazon and they
only really display the keywords that
lead to the most sales because Amazon
tests everything so you know the
keywords they display from that search
suggester yeah lead to the most sales so
those are sales these are keywords you
can use then in your product title your
description
your keywords are your bullet points
rather and also in your manual sponsor
ad campaigns so that's kind of a quick
rundown of like how the software works
and everything no that's awesome you
know and definitely the keywords
optimizing or listing for the keywords
it's really important I found that in
often times like a lot of the sales that
I get or from my secondary keywords or
the longtail keywords that I have for my
product listing because sometimes going
after that main primary keyword is a
little bit too competitive especially at
the beginning so just kind of going
after some of the longtail ones and
optimize your listing for that I found
that to make a big difference
definitely I mean and this the thing is
that there's there's just so much
traffic on Amazon that if you can make
sure you optimize for those keywords
correctly then you could take advantage
of it and a lot of it too just has to go
down to making sure you get your initial
reviews and those help drive your your
first bunch of sales and then those can
help continue driving out further I mean
the first product that I launched I just
launched at a lower price got some
initial reviews and started getting
momentum and adding more and more
reviews and doing really well that way
so that's great awesome it's up for
people that are interested in the
software we kind of spoke offline a
little bit you created a special page
that you're gonna make available for
people that are watching this video and
my subscribers you want to maybe share
with them a little bit more about that
how they can get yeah yeah so get a mass
wheat comm / PLM so just short for a
project life mastery that'll get you to
a page it has a hundred dollar discount
so we normally sell for 297 and Seth
gets you hundred dollar discount and and
that includes free updates for the the
program for a my sweet 4 so we've done
like 20 something different updates now
and just adding a new features as we go
along and we've got a team of support
people that help out with that but yeah
so get amis we calm / PLM is where you
can check that out and and then you know
inside there there's a course we did
that covers the basics of selling in
amazon and also it really just shows you
how to use the software within the
context of the business and so that can
be really helpful for you when you start
going as well awesome and I appreciate
that I think they'll benefit people a
lot so I'll put a link to that below in
the description but get amis we comm /
PLM ok great so
I'm lucky here you know people that are
watching this a lot of people are just
brand-new to this opportunity selling on
Amazon you know what would you share for
someone that's just brand new to this
what would you say has been you know
some most important things that they
should know getting into this I think
the the main thing is that there's if
you try it really comes back to picking
the right product I think that the the
number one mistake that you can make is
picking the wrong product and I see this
is the most common mistake that people
make and so certainly tools like amis we
help with this but also if you're just
looking at the marketplace in general
products that are have a lot higher
potential in terms of their total
quantity of sales are gonna be a lot
more competitive than others so for
example I've met people that they
literally sell so many products of
Amazon that they ship an entire
container VSC for just their products an
entire you know fourteen by whatever
those containers are and and then
they're doing you know hundreds of
thousand dollars a month with the
handful of products but they're selling
with within the top 100 on Amazon and so
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