How six and seven figure companies are

launching products on Amazon using...

ONE
THE

PR O D U CT

A complete A - Z guide to scaling a

successful business selling on Amazon

JONNY BRADLEY
 As one of my mentors and close friends, Jonny was
responsible for pushing me through some of my darkest
days at the start of my entrepreneurship journey which has
now resulted in a multi-six-figure income. Understanding
the importance of having a mentor and clear, concise
guidance myself, I couldn’t recommend The One Product
Strategy and the SellerPro Academy enough – they are
without a doubt the best Amazon FBA training resources in
the world right now.’

- JORDAN PLATTEN
Author of the 15 Minutes Agency

Jonny is an absolute champion when it comes to

branding and creating products and services that truly
serve their customers. His eye for detail and ability to
communicate this through his programs and training are
extraordinary. If you’re looking to learn how to create a
product that’ll stand out and become a huge success, then
you need to be learning from Jonny. There is no one better.

- Ed J C SMITH
Author of Money Mindfulness and Founder of the Champion
Academy

For anyone who wants to dominate e-commerce,

Jonny is the man. I’m in the process of launching a high-
end lingerie company and, although personal branding is
my zone of genius, it’s a totally different ball game when it
comes to e-commerce. He got me to think about how I want
my customers to feel when they buy and wear my products,
and that has helped me totally change how I’m doing to
marketing and promote everything.

LAUREN TICKNER
Founder of the Impact School Podcast

To get me to sit down for a prolonged period of time is

nearly impossible. However, Jonny’s SellerPro Academy and
his One Product Strategy are so good, I actually finished
them in record time. I recommend few courses, but I have
no problem recommending this one. It the best Amazon FBA
training out there.

IMAN GHAZH
CEO of IAG Media

I knew I wanted to start my own business, and knew I

had the ability to do so, however, my mindset was completely
off. Through working with Jonny, I have learned how to be
a business owner and, more importantly, how to act with
urgency and always focus on high-quality results. I’m more
successful than I’d ever thought was possible, and a lot of
this is due to the lessons I learned from Jonny.

WILLIAM RICHARDS
Owner of In A Nutshell Creative

Jonny took a chance with me. I had to drop out of

university when I began his mentorship to pursue my
passion for entrepreneurship. He steered me down a path
to master a high-value skill and has helped me scale my
business while creating a huge network through his own
knowledge and experience of starting an affluent career.

DAN PRIOR
CEO of Luxury Vault

I reached £10K in sales just two months after

launching my first product on Amazon. Since then, I’ve been
consistently making over £5,000 in sales per month for an
initial investment of under £1,000! I’m preparing myself to
scale up in the coming months. Overall, I’m really happy
with my progress so far. A massive thank you to you, Jonny.

MICHAEL M
SellerPro Academy Member

I started Amazon to break free from the rat race and

become financially free. I was 22 and a manager at a bank
earning around 35k a year (not bragging!). It seemed great
at first until you realise you are still in the rat race no matter
how much you work your way up. Not only is the course
massively in-depth, but Jonny’s help is invaluable!

ANT S

SellerPro Academy Member

Just wanted to say a massive thank you for all your

support so far. It makes such a difference going through the
process knowing that someone has your back all the way,
and you really gain confidence by going through the course.
Learning about FBA has changed everything for me already,
and it’s only the beginning! Thank you so much.

ELLA S
SellerPro Academy Member

Jonny, like a sports coach, knows how to keep you

motivated when the going gets tough and you want to quit.
His training and support groups are thorough and complete
enough to get me, a complete beginner in e-commerce,
started onto a journey that I can’t imagine not being a part
of anymore.

GREG L
SellerPro Academy Member

Jonny’s course has been invaluable in learning all about

Amazon FBA. He comes across as someone who is passionate
about helping others succeed, and the support is incredible!

PAUL H
SellerPro Academy Member
 What Jonny has set up is a community which allows
others to be inspired by those on the same journey! The
experience I have had speaking to Jonny has been second to
none. His desire to see others succeed displays the type of
character he is. Thank you for your constant support.

Saif C
SellerPro Academy Member

After looking for some time for an online business

opportunity, and watching countless videos, I am so happy
that I bought SellerPro Academy! Jonny’s guidance & support
is second to none and he is always accessible and gets back
to you - the best FBA course & the best FBA coach!

TINA C
SellerPro Academy Member

I found he explains the modules step by step with an

easy to understand terminology without the jargon. I’m a
complete beginner his approach has helped me enormously
to build confidence in myself believing I can do this. I will be
recommending Jonny to my friends and family. Thank you,
Jonny.

LIZ M
SellerPro Academy Member
JONNY BRADLEY
 Copyright © 2019 Jonny Bradley

All rights reserved. No part of this publication may be

reproduced, distributed, or transmitted in any form or by any
means, including photocopying, recording, or other electronic
or mechanical methods, without the prior written permission
of the publisher, except in the case of brief quotations embodied
in critical reviews and certain other non-commercial uses
permitted by copyright law. For permission requests, please
email [email protected]
DISCLAIMER

This book is for educational purposes only. The author

and publisher are not offering it as legal, accounting, or
other professional services advice. The views and opinions
expressed are those of the author alone and also not that
of any referenced companies including JungleScout, Google
and Amazon. The reader is responsible for his or her own
actions. Adherence to all applicate laws and regulations,
including international and local governing professional
licensing, business practices, advertising and all other
aspects of doing business in the United Kingdom or any
other jurisdiction is the sole responsibility of the purchaser
or reader. Neither the author nor the publisher assumes any
responsibility or liability whatsoever on the behalf of the
purchaser or reader of these materials. Although the author
and publisher have made every effort to ensure that the
information in this book was correct at the time, the author
and publisher do not assume and hereby disclaim any liability
to any party for and loss, damage, or disruption caused by
errors or omissions, whether such errors or omissions results
from negligence, accident, or any other cause.

Cover Design and Book Illustration by In A Nutshell Creative

DEDICATION

To my amazing partner, family and friends, you are

my inspiration and the reasons why I do what I do. You’ve
all supported me when I was struggling to become an
entrepreneur, and I can’t thank you enough for your love
and support that helped me push through.

To my incredible team, I wouldn’t have achieved nearly

anywhere near as much without all of you. Thank you for
your immense loyalty and dedication towards serving our
clients.

To my clients, none of this would exist without you. No

one would be listing, and no one would care. Thank you for
all your support and trust in me. I cannot thank you all.
 CONTENTS
How Money Made Me Happy������������������������������������������� 11
How Does The One Product Strategy
ACTUALLY Work?����������������������������������������������������������������19
How The Man That Stank Of Fish
Changed My Life����������������������������������������������������������������� 25
3 Reasons Why You’ll Fail And 3 Ways
To Overcome Them����������������������������������������������������������� 32
Finding Products To Sell That Your
Customers Will Love.��������������������������������������������������������40
How To Get The Highest Quality For
The Lowest Cost����������������������������������������������������������������� 78
Unique Selling Points (USP’s) DON’T EXIST.����������������92
Creating The Perfect Listing����������������������������������������� 103
Launching Your Product Into
The Stratosphere�������������������������������������������������������������� 143
How To Go From A Five, To A Six, To A
Seven Figure Company��������������������������������������������������� 155
Conclusion������������������������������������������������������������������������� 168
The SellerPro Academy����������������������������������������������������172
Acknowledgements�����������������������������������������������������������176
Bibliography������������������������������������������������������������������������ 181
Glossary������������������������������������������������������������������������������ 184
 01
HOW MONEY
MADE ME HAPPY
How Money Made Me Happy

F
or me, the day was a complete write-off … I’d messed
up and had only myself to blame.

It was one of those days, you know the ones,

where someone or something has pissed you off, and you’ve
been running it through your mind over and over, wishing
there was some magic way to turn back time.

It all started when my internet went down. You may

think… “Jonny, first world problems mate, get a grip”
However my entire business is built around access to the
internet and there are only two things that really piss me
off:

• Slow (or no) internet

• Traffic

In essence I hate my time being wasted by things out

of my control and even more than that… I hate wasting my
own time because of thing inside my control.

On this day I had an extremely important presentation

to deliver, the presentation wasn’t finished, I wasn’t fully
prepared and then… Boom. The internet went down and I
flipped. Getting physically angry and hitting the desk with
the bottom of my closed fist. I could feel my blood boiling
and my stress level went from 0-100 in a matter of minutes.

Looking back on it I feel embarrassed actually telling

you this story as in hindsight it seems like such a non-issue
however, at the time it felt like my life was ending.

12
 How Money Made Me Happy

I needed a solution and Starbucks was the answer. Good

old trusty Starbucks would be my saviour: Free internet and
coffee.

Packed my laptop into my bag, jumped into the car and left.

Enter the second thing that triggers me like you

wouldn’t believe: Traffic.

It was about 11AM, and for some unknown reason as

soon as I got onto the main road, complete standstill traffic.
I was hitting the steering wheel, swearing under my breath
and as 20 minutes went by, I was about to blow a gasket. It’s
funny, writing this I’m starting to get the same feeling as I
relive that day, so I better finish this story quickly before I
ruin the entire book!

Somehow, I mean, I have no idea how, I didn’t implode.

I arrived, ordered my drink and sat down. When I started
working, trying to finish this presentation, I couldn’t. My
mindset had been flipped on its head and now I was in no
mood to work. In fact, the work I did do was probably the
worst I’ve ever done.

I made an executive decision to finish my drink and

just head home. I cancelled the presentation, arriving home
I turned on TV and sat in-front of it for the next 7 hours.

The crazy thing is that although I had had the worst

day I’d had in a long time, I had still made well over £1,000
from my Amazon store – without lifting a finger, without
spending any time on it, and without thinking about it at all.

When I checked my sales at the end of the day lying

in bed and blurry eyed, those totals put a smile on my face.
I remembered that making money made everything better.
Money truly made me happy,

I know…I’m triggering you right now.

Can money buy happiness?

13
How Money Made Me Happy

Does money make me truly happy?

Will money make you happy?

You’ve probably heard these questions answered with a

firm, ‘NO, it doesn’t!’ But is that the case?

At that moment, yes, money had made me happy. Not

because of the amount, but because I didn’t have to work for
it. This is what I want you to feel. I want you to experience
how incredible it feels when you update your sales
dashboard and realise that you’ve made hundreds, maybe
even thousands, of pounds while you were riding a Ferris
wheel at Winter Wonderland in Hyde Park after drinking far
too many glasses of mulled wine.

Of course, money itself doesn’t provide happiness; it’s

more the opportunities that money allows you to have that
make you happy. It’s up to you what you decide to do with
those opportunities. Maybe you’ll use the extra cash to pay
off your home or take an exotic vacation. Or maybe you’ll
use it to put a deposit down on your first home or simply
make sure your bills are paid each month. Or maybe you’ll
build an empire one product at a time.

In this book, I am going to share some of my closely

guarded secrets for selling on Amazon and specifically how
to create a bestselling product and brand – with what I call
my ‘One Product Strategy’.

This is the exact same strategy I teach to my paying

clients, the same strategy that has generated well over
£1.5 million worth of sales for my clients in just the last 12
months.

If you finish only one book this century, let it be this one!

At the end of the book, you will have two choices: start
your own business or don’t start your own business. It’s as
simple as that.

14
 How Money Made Me Happy

You will either want to make money or not; there’s

no in-between. If you find yourself stuck in the middle,
get down off that fence and pick a side! No one ever made
money while sitting undecided on the fence!

WHAT YOU DO WANT TO HEAR …

There’s never been a better time to start your own

online Amazon business. Over the next few pages, you’re
going to learn about the strategies that make selling on
Amazon the greatest business model in the world and the
reasons why I got involved – and why many of my clients do
as well.

By reading this book you’re going to fully understand

why customers buy the things they do, and once you
understand why customers make the decisions, they do you
can actually predict their behaviour and insert your product
at exactly the right time.

You’ll be able to create incredible, no-brainer product

offers that customers line up to buy. The lessons you’ll learn
will show you how to get exponentially more customers
than ever before, not because of some sales or marketing
trick, but because they can’t help but buy your product.

Finally, you’re going to learn techniques that 99% of

sellers or even business owners don’t know so ultimately
you can become experts in e-commerce. I want you to
dominate your competition, create brands that change the
world, and this is where you’re going to start.

Of course, reading this book will not guarantee you any

results as for every success story you’ll learn about there’s
a great deal of work that’s gone in to making it happen and
you have to be willing to put in that same dedication to your
own success to make it a reality.

15
How Money Made Me Happy

I have been fortunate enough to teach thousands of

people these skills, so the lessons you’re going to learn have
been crafted and optimised to be as efficient as possible.

WHAT YOU DON’T WANT TO HEAR …

Many people believe that starting a company is hard

work … they’re right! Sorry.

It’s true that starting a business is hard work – of course

it is. Nothing worthwhile was ever easy, right?

However, this doesn’t mean that it isn’t simple. The

strategies you will learn are, in essence, simple. But it’s how
you as a person implement those same strategies that really
makes the difference between success and failure.

You have to really want it; you can’t ‘sort of’ want it!

Are you ready to start?

I’ll assume you said ‘yes’.

Before I get going, you may be thinking, ‘Is this book

for me?’ If so, let me tell you who this book is for, so there’s
no confusion.

If you’re working that job you don’t like and you’re

looking for a way to build a business in your spare time
because you’re sick of making your boss richer while wishing
you could create something for yourself… then this book is
for you.

If you’ve tried your hand at business before but it didn’t

work and now you’ve afraid of failing again and you wish
that you had a step by step strategy to get you to the place
you want to be… then this book is for you.

If you’re sick of doing the same thing every day and

16
 How Money Made Me Happy

you want to do something that engages your creativity and

allows you to build a brand that your customers can love…
then this book is for you.

The crazy thing is that most sellers on Amazon don’t

know what you’re about to learn. If you’ve never sold on
Amazon, then what I’m about to tell you will blow your mind.

17
How Money Made Me Happy

18
 02
HOW DOES THE
ONE PRODUCT
STRATEGY
ACTUALLY
WORK?
How Does The One Product Strategy Actually Work?

F
or a long time, I tried to create one formula that shows
exactly the process my clients and I were following. A
system that took something complex and presented it
in its simplest form without losing any of its unique points.
I love equations so much, I have them tattooed on my body.
I believe they give you ultimate simplicity in a world of
chaotic activities .

My favourite equation is [ ] which, at first glance,

looks like just shapes and letters, but this is called the
‘Heisenberg’s Uncertainly Principle’. It states that the velocity
and position of a particle cannot be measured exactly, even
in theory (Encyclopaedia Britannica). Basically, it means that
the more you know about an object’s position the less you
know about its velocity; and, the more you know about its
velocity, the less you know about its position. In essence, it
is ‘uncertain’, meaning that you can never, ever know where
anything is at any time. An odd thought, but I love it.

I’ve been fascinated with science and quantum physics

since I was very young, so loved finding an equation that
made the complex topic of creating a success of selling on
Amazon very simple.

For months, I mean months and months, I tried to do

it. I kept coming back to the idea that if someone can make
sense of the universe in a few symbols and letters, why the
hell can’t I make sense of selling on Amazon?

One day, after 50 or so scrunched up pieces of paper, I

drew this scribble:
20
 How Does The One Product Strategy Actually Work?

A few hours later, that one scribble turned into the

strategy as I know it now.

Suddenly it all fell into place and seemed so obvious. It

reminded me of a quote:

“True simplicity is, well, you just keep on going

and going until you get to the point where you go,
‘Yeah, well, of course.’ Where there’s no rational
alternative.”

Jony Ive (USA Today).

I had finally captured what made my system unique

and had scribbled on a piece of paper just how my students
would get the crazy results they get now.

21
How Does The One Product Strategy Actually Work?

WHY DOES THE STRATEGY WORK?

Don’t just take my word for it. Here are two case studies
from two of my clients who have used the one-product
strategy.

Emilian launched his first product in mid-2018, and

within six months, he was selling around £30,000 per
month. A year on, he is doing upwards of £68,000 in sales
per month. This growth is incredible, and he thanks me all
the time. He was thanking me, but I was saying that it was
he that put in the hard work, and I was just a catalyst to give
him that kick start.

He said, ‘From one click to your video to £250,000

profit a year’ all this comes from just one product.

Just one product ...

Now, Emilian really understand what it takes to create

a close to seven-figure company with one product, so now
he can replicate that success with product number two.

Some of you may be thinking that he should have

launched a second product by now. However, by the end of
this book, you’re going to understand why he didn’t do it,
and more importantly, how he got to where he is today.

Janson is another student who had life changing

results. He is an integral part of our community, always
willing to help others, and that’s exactly what I love about
our community – we’re all there to push each other forward.

Janson’s success is another prime example of what

you can achieve when you focus on just one product at a
time. Janson generated £33,230 in sales in just 30 days, and
the crazy thing is that he only started selling three to four
months prior.

Janson has a full-time job in central London which

22
 How Does The One Product Strategy Actually Work?

he plans to keep while he continues to scale his Amazon

business which just goes to show that you can work an
extremely demanding, full-time job and still find the time
to have a business that makes multiple six-figures per year.

So, now that you know it works, I’ll move on.

To make it as simple as possible for you to learn the

strategy, I’ve broken it up into five main steps. Each step
will have numerous points and sub-strategies so that you
can implement them in the most efficient and effective way
possible. Here they are:

1. DISCOVER

2. SOURCE

3. CREATE

4. LAUNCH

5. GROW

If you need a mnemonic device to remember the steps

just say, “Doing this Strategy Can Lead to Growth.

23
How Does The One Product Strategy Actually Work?

24
 03
HOW THE MAN
THAT STANK OF
FISH CHANGED
MY LIFE
How The Man That Stank Of Fish Changed My Life

M
y name is Jonny Bradley, and I’m an entrepreneur
from the UK. Previously, I thought that having a job
was the only way to become successful. I’ve always
been entrepreneurial, just never been any good at it.

For years I have worked for big corporations, most

notably Apple. For five years, I consumed their ethos and
swallowed it down every day. While I love the company, I was
there for far too long. I started just after I finished university
and became an ‘Expert’ (their term not mine) in sales. I
was their Sales Trainer responsible for training, teaching,
mentoring, and educating not just the sales team but every
member of the nearly 100-person-strong workforce.

I was fortunate enough to see behind the curtain of

one of the most successful companies in the world, and I
understood how they communicated their ethos; their
‘Credo’, to every team member and customer. This went on
for a while, and every now and again, I’d get a leadership
role or a secret trip to Apple HQ – it seems fancy, but really,
that’s just what they do all the time.

It got to the point where I was working at 300% every

day, starting early and staying late, just for an insulting pay
raise at the end of the year. There were no bonuses; just a
‘thank you’ and a single-figure-percentage pay increase that
only just covered inflation.

I finally left for a real sales job and quickly realised that
most companies have no idea what they’re doing when it
comes to sales, strategy, and keeping their workers happy.

26
 How The Man That Stank Of Fish Changed My Life

I quit that job and moved to London thinking that this was
how I’d become minted. I bought the very finest ‘Primark’
suit and started working in central London.

This just wasn’t me, and after commuting for three

hours a day in a sweat-filled, fart-infused train, it started
to slowly eat away at me. I felt unfortunately that my frown
would not be turning upside-down any time soon.

I remember one day when I was working late (which

was expected), and I went to get the train home. It was a
pretty normal day, but the train was packed because of a
strike – great. Worse than that, the man next to me stank,
I mean STANK, of fish. Now, I’m no fan of the fishmonger
in the supermarket at the best of times; smoothly swerving
down the next aisle while not breathing is one of my fortes.
This, however, was what can only be described as ‘nostril
vomit’.

I’d had enough of this, and I started looking at ways

to make more money, at the very least so I could get a
faster train or an Uber once a week. I started researching
ways to make money online, much like you’ve probably
done, and eventually I stumbled across selling on Amazon.
It looked pretty cool, but scary – oh so scary. There was
stock, branding, tax, listing, and advertising to consider. It
seemed like a lot of work, especially for me when I’m out of
the house by 7 a.m. and not back until around 8–9 p.m. I’ll
decided I’d leave it at that.

This all changed when I was on holiday a few months

later.

I had pulled together enough money to go to Turkey,

in the off season, just after a horrific shooting you may
remember. No one wanted to go to Turkey. As a result,
5-Star hotels were dirt cheap which suddenly brought them
into my price range. I was straight in there (you could say
like swimwear). I booked everything, and off my girlfriend
and I went.

27
How The Man That Stank Of Fish Changed My Life

During the first week, I read a few mindset-type books

and consumed hours of YouTube content. In the second
week, I made a decision that would change my life as I knew
it and, importantly, the lives of the people around me. That
one decision would get me ten times my current income
in 12 months and more than twenty times that over the
next two years. That one decision allowed to me positively
impact thousands of people and led me to write this book
for you, hoping to change your life for the better as well.

So now, I’ll bet you’re thinking that I’m just going to

say, ‘Start selling on Amazon’ and, although yes, I did make
that decision, that was not the decision that made the
difference. The decision I made and the epiphany I had was
this: I decided that I could not succeed if I did not go balls
deep (for those of you that are wondering how deep that is,
let me tell you … it’s deep), and on the other hand, I would
not let myself fail by giving up .

I made myself a promise that I was going to focus all

my attention on starting my new business. I wasn’t going
to go out drinking. I was going get up early and go to bed
late just to find that extra 30 minutes to work on my side
hustle. I was going to slack off at work and go home on time
regardless of whether they wanted to fire me. I was going to
sacrifice time with my loved ones now so that I could spend
more time with them in the future.

Just like the Karate Kid, I was going to fight so I didn’t

have to fight again.

The day after I returned to the UK, I decided to enroll

in an online course. This was one of the scariest things I
have ever done. Spending money on my own development
seemed like it might be throwing money away. How things
have changed – now I will happily pay for knowledge,
experience, or mentorship if it will save me time and make
me money! Don’t you just hate it how much hindsight is
20/20?

28
 How The Man That Stank Of Fish Changed My Life

The act of paying for training was influential as I was

not in a financial situation where I could afford to lose. I
had to make it work; I had to be a success. I couldn’t face
the embarrassment of giving up as have I had done before.
I was pumped up, scared, and excited about what was to
come next.

So why am I telling you this story? I want to show you

that there is only one thing that matters – and that is you.

You decide to be successful, and you decide to fail.

You are 100% in charge of your life, of the decisions you

make, and how you react to situations both in and out of
your control. To be successful, you must take ownership of
your actions, successes, and failures. Make the commitment
right now that you’re going to start to take action. Make a
commitment to the success of your own future.

The simple act of making a commitment – verbal,

mental or written – is profound.

When I made this commitment, my fear of failure

diminished, and my vision for the future augmented (that’s
right, my thesaurus game is strong).

Before I move on, my aim for you is simple: to provide

you with the highest quality knowledge and show you why
selling on Amazon is one of the best business models in the
world. I am going to show you how you can create a bestselling
brand with no experience, no technical knowledge at all,
and a small budget – all with just one product.

What I want you to do now is use the next page to write

out your ‘why’ and what you will do when you have your
business successfully up and running. But also, what would
happen if you don’t take action, how will your life change if
you continue to stay doing the same thing.

29
How The Man That Stank Of Fish Changed My Life

WHAT IS YOUR ‘WHY?’

_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________

HOW WOULD STARTING A SUCCESSFUL BUSINESS

CHANGE YOUR LIFE?
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
____________________________________________

WHAT HAPPENS IF YOU DON’T TAKE ACTION?

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How The Man That Stank Of Fish Changed My Life

31
 04
3 REASONS WHY
YOU’LL FAIL
AND 3 WAYS TO
OVERCOME THEM
 3 Reasons Why You’ll Fail And 3 Ways To Overcome Them

A
few years ago, I started up a company, spent two
years planning, spent thousands on it, and it failed
miserably because … well actually because of a
combination of all three failure points you’re going to hear
about. But mainly it failed because the product just wasn’t
good enough. Customers didn’t really want it.

At the time I thought that the service was innovative,

revolutionary and would make me extremely successful. I
started learning everything I needed, hiring people to do the
website, getting investments to start the company and it was
the only thing I was focusing on at the time, My evenings,
my mornings and my weekends all revolved around starting
this business.

My best friend at the time was a 50% owner of the

business and the subsequent issues drove a wedge between
us. The business was already failing, losing money every
month and I made a call to my friend and business partner.
The purpose of the call was to draw a line and close the
company, to pay back our loan and go our separate ways.
However, when it came down to the money and how we
were going to pay back the thousands of pounds we’d
borrowed, he decided that there was nothing legally that
said he personally had to pay back the money.

It gets worse because we borrowed the money from

my family, so he was telling me that he was not willing to
pay back my family after they’d supported him through his
dream of starting a company. You can imagine, I was not

33
3 Reasons Why You’ll Fail And 3 Ways To Overcome Them

best pleased, and I believe his true colours showed. I said to

him, “Take the day to think about what you’ve just told me.
If you want to reconsider then call me tomorrow, if not then
this will be the last time I ever speak to you.”

That phone call happened in early 2017 and I have not

spoken a single word to him since. Just a few weeks later I
started up my new business selling on Amazon, I paid back
the loan in full to my family and I quit my job becoming the
full-time entrepreneur I’ve always wanted to be.

All this could have been avoided if I understood why

businesses failed and how to overcome them.

This issue is big in the business world, but in this book,

you’re going to learn about a strategy that means you will
never sell a product that customers don’t want. You’re not
going to spend two years planning just for it to fail and lose
your friends, and you won’t have to invent anything at all.

You can start so many different types of businesses,

many that will make you a boatful of cash. However, according
to the Bureau of Labor Statistics’ Business Employment
Dynamics the shocking truth is that 20% of businesses fail
in the first year and 50% within the first five years.

As an entrepreneur, you are embarking on a journey

of development, and I know that you’ll be feeling a lot of
uncertainty about the future. This is normal and, regardless
of what figures you look at, you’ll be nervous because you
never know what the future holds. In general, businesses fail
for three reasons:

• Bad Product;

• Not Enough Customers;

• Not Scalable.

34
3 Reasons Why You’ll Fail And 3 Ways To Overcome Them

35
3 Reasons Why You’ll Fail And 3 Ways To Overcome Them

FAILURE POINT 1: BAD PRODUCT

How many times have you been sitting at the pub or

with friends and someone says, ‘I’ve got this great idea …’
and then go on to tell you about their business or product
idea? One of two things usually happen. One: It’s a terrible
idea. Two: It’s a great idea, but they will never make it
happen. Very rarely is there a third outcome. Quite often
people try and think about how they can invent a product or
service, but this mostly leads to failure because the product
is bad, or it never sees the light of day. The problem is that
most business owners spend thousands on setting up their
companies and planning for years to then launch a product
that no one wants.

Can you imagine spending all that time and money on

something that fails because it’s a bad product?

In the next chapter you’ll learn how to find the best

products to sell that you know customers will love, so having
a bad product will never be an issue you face!

FAILURE POINT 2: NOT ENOUGH

CUSTOMERS

Have you ever been walking down your local high

street and seen a store that’s closed down? You see stores
opening and closing all the time and sometimes it comes
down to one fact: Most companies fail for the very simple
reason that they just can’t get enough customers. It’s really
as simple as that – they don’t make any money even if they
have a great product. The saying goes, ‘The more people
that know about you, the more buy from you’.

On the other hand, Amazon are now the largest online

retailer of all time. I know that Amazon is an extremely well-

36
 3 Reasons Why You’ll Fail And 3 Ways To Overcome Them

funded leader in its field with zero signs of slowing.

• Just last year (2018) they grew their revenue by over

30%;

• This made them the eighteenth most profitable

company in the world;

• They have over 6,000 online sales per minute.

The key part for you is that Amazon already has the
customers, and they are spending billions every year acquire
more. You’ll never have the issue of not having enough
customers when selling through Amazon and the even more
important thing is that they are growing, so if it seems like a
lot now, just wait as it will only grow.

FAILURE POINT 3: NOT SCALABLE

Another reason companies fail is because they aren’t

scalable. I’m not sure if you’re aware, but scaling a company,
hiring employees and everything that comes along with it is
not easy and can cost a fortune. Wouldn’t it be incredible if
you could just tap into Amazon’s existing system of logistics,
customer support, and online strategy?

That is exactly what Fulfilment by Amazon (FBA) does

for you. It’s my favourite part of the how this business
works as it allows you to sit back and have hundreds, even
thousands, of employees, a world-leading tech team, and a
fulfilment system to hold and ship your products without
even logging onto your computer. All this is 100% done for
you.

If you want to sell more products – easy. If you want to

sell fewer – easy. There are no diseconomies of scale when
it comes to fulfilment, staffing, tech, etc., as Amazon has all
of that handled for you. They have the headroom to grow as

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3 Reasons Why You’ll Fail And 3 Ways To Overcome Them

you do, they can adapt to your exact business needs, and,
let me tell you, for someone who had a failed business for
this very reason, this is just an incredible system. Do not
underestimate it.

Now that you understand why companies fail let’s jump

into the One Product Strategy with the first two stages:

• The Complete Solution;

• The Product Offer.

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3 Reasons Why You’ll Fail And 3 Ways To Overcome Them

39
 05
FINDING
PRODUCTS TO
SELL THAT YOUR
CUSTOMERS
WILL LOVE.
 Finding Products To Sell That Your Customers Will Love.

H
ave you ever seen a horse wearing black plastic
flaps next to each eye? These are called ‘blinders’,
and their purpose is to prevent a horse from seeing
what’s behind and beside them, so they don’t get distracted
or panic.

That’s sort of like what every guru out there is doing

with product research. They are fitting their students
and followers with blinders by telling them that there are
really only two things to worry about when doing product
research: first that there have to be ‘high sales’, and second
that there has to be ‘low competition’ for when you’re doing
your product research.

41
Finding Products To Sell That Your Customers Will Love.

While these two metrics are important, imagine if you

were to remove the blinders so you could start seeing the
true opportunity that’s out there.

By only looking at the tip of the iceberg , you will

disregard products that have an exceptional earning
potential just because the numbers weren’t in the ‘Goldilocks
Zone’. By following the Product Discovery Strategy I’m about
to teach you, you will find hidden treasures while everyone
else is only seeing 10% of what’s out there.

WHAT IS PRODUCT DISCOVERY?

Product Discovery:

• The discovery of products through research and

analysis. In short, I call this ‘The Complete Solution’;

• Strategic creation of an irresistible Product Offer.

By using these two techniques, you will research and

analyse the data along with assessing the true needs of your
customers which will allow you to create incredible product
offerings. If you implement this strategy, you’ll stand out
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 Finding Products To Sell That Your Customers Will Love.

from the crowd of other sellers, your costs will go down,

and your profit margin will go up!

IT ALL STARTS WITH ‘THE COMPLETE

SOLUTION’

When I worked for Apple, I learned about something

called the ‘Complete Solution.’ It was the theory behind
offering the customer the full range of products so they
can walk away with everything they need on the day. The
key was that the solution was ‘Complete’ and the customer
wouldn’t need to go anywhere else to get the result they
wanted.

All I had to do was adapt this formula for selling on

Amazon. I started working on how I could create products
that when a customer buys them, they get everything they
needed delivered to them the next day. There are three main
components to the Complete Solution, so let’s go through
each of them now.

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Finding Products To Sell That Your Customers Will Love.

It all starts with ‘Demand’. You need to first find

products that sell – no shock there.

Most companies fail because they can’t get enough

customers. On Amazon, this can happen if you choose a
product with low demand as it means that not enough
people are searching for and buying the product. This is sort
of like opening a hairdressing salon on a polar ice cap. You’re
not going to be cutting any hair there anytime soon as there
is no demand for the service.

However, open that same hairdressers on a busy high

street, and you’ll probably have a successful business as
there are more customers there who want the service. It’s
really as simple as that. So, you have to find products to sell
that already have people searching for them every day and,
importantly, buying them every day.

WHAT ARE YOU LOOKING FOR?

Here’s the thing, the data I’m about to share with you
will change over time, so in the interest of making this book
as relevant as possible, I’m going to give some broad figures.
Depending on your geographic location, these numbers
will also vary. However, once you understand WHY you
are using these numbers, then you can easily adapt to your
circumstances.

STEP 1: FIND THE BROADEST KEYWORD

When you go on Amazon and you want to find a dog

lead, what do you type in the search bar? Most probably
would type, ‘dog lead’. This is what I would call the ‘broadest
keyword’ or ‘broadest search term’, meaning it’s the simplest
word or words you can use to find the product you’re after.

Hang on! ‘Dog lead’ is two words. Surely you can use
just ‘lead’ or ‘dog?’

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 Finding Products To Sell That Your Customers Will Love.

Okay, let’s try this. If you search for ‘lead’, will you only
get dog leads? No, you’ll get other types of leads, such as
power leads or USB Cable. So, that word would be too broad.
Equally, you can’t search for ‘dog’ as the search results would
also be too broad.

On the other hand, let’s say you search ‘blue retractable

dog lead for large dog’. You’ll probably get just dog leads, but
most customers do not search like this, and you will not see
90% of the dog leads out there. Most of the time, customers
use the simplest and most obvious search terms. When
you assess demand, you have to think as a customer would
so that when you see the sales and data, you know we’re
getting the most relevant results. This may sound simple,
but you’d surprised by how many people get this wrong, and
if you have poor data, you cannot make informed decisions.
Think like a customer would and always find the broadest
keyword for any product you’re researching.

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Finding Products To Sell That Your Customers Will Love.

STEP 2: ASSES DEMAND FOR THE FIRST PAGE OF

RESULTS

When you search for a product on Amazon, you’ll be

met with the results of that search. If you’re a seller with a
product on the first page of results and there is demand for
the product, you’ll be making sales.

Most customers do not look at the second page of

results, so your goal is to get your product as close to the
front as possible. The closer to page one you are, the more
you’ll make.

For example, if the top five sellers are all achieving

500 sales per month, but the remaining ten sellers are only
making 100 on average, it means that you’d have to be in
the top five to be making any sort of income. When you
look at the first page, you need roughly 10–12 of those top
fifteen sellers to be making good revenue and steady sales.
This means that if you get to page one, you’ll most likely be
making some good cash!

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 Finding Products To Sell That Your Customers Will Love.

HOW DO YOU KNOW HOW MANY SALES OTHER

SELLERS ARE MAKING?

To estimate how many sales any seller or product is

making per month, you can use tools to do so, go to www.
oneproductstrategy.com/resources to make sure you
have the most up to date list of services. The companies
and resources on this page are the most trustworthy and
accurate tools out there at the moment. All you have to do
is:

• Download their extensions for your Google Chrome

browser;

• When viewing the Amazon search results, you hit the

extension;

It then pulls in all the data you could ever want,

including the number of sales per month/day, number of
reviews, FBA fees per product, star rating, and so on…

These tools are estimates and not exact as Amazon does

not share exact sales data publicly. They take metrics like
the BSR (Best Seller Rank), and then using their advanced
algorithms, they estimate how many sales that product will
be making per day and per month based upon their BSR.

47
Finding Products To Sell That Your Customers Will Love.

For example, if a product in the Sports and Outdoors

category has a BSR of 50, they are likely to be making 1,300+
sales per month.

Why do I say 1,300+ rather than 1,327?

Again, these are estimates, and from my own research

and analysis, I find most services underestimate sales.
I believe this is to safeguard themselves because if they
overestimated sales, it could put a lot of people into
situations where they aren’t able to make the money they
were expecting. All they are doing is setting the expectation
and it’s better to under-promise and over-deliver than to
over-promise and under-deliver.

STEP 3: CONDUCT VIABILITY CHECKS

So, you’ve found a product with great sales and you’ve

assessed the best keywords, and it’s all looking great. You go
to launch the product when you realise that it’s a seasonal
product for summer like a paddling pool and you’ve just
bought 500 units at the end of summer. You’d be really
surprised how many people completely ignore seasonal

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 Finding Products To Sell That Your Customers Will Love.

trends, fad products, or products that are heavily restricted,

then a couple months later, they are in the same position
they were in at the beginning.

This will not happen to you because you’re going to

read this section and you’re going to remember it!

There are a few really important checks you have to

make. Some products are more complicated than others but
here are the three big questions you need to ask yourself:

• is the product seasonal?

• is the product dangerous?

• is the product a fad?

SEASONAL PRODUCTS

These are products where their sales fluctuate based

on the season. For example, warm gloves will be seasonal
for the winter; in the summer, not many people are buying
them. Another example may be Valentine’s Day gifts,
although not linked to a season as such, their demand is
aligned to a holiday, so they will look great in January/
February but come March, everything changes.

There are two ways to check to see if your product is

seasonal:

• use common sense;

• use Google Trends (www.trends.Google.com).

Google Trends is a great free service where you can

type in your broadest keyword, and it’ll show you the usage
of that keyword over time. I suggest selecting the five-year
option so you can see any seasonality very clearly.

49
Finding Products To Sell That Your Customers Will Love.

Here is an example of ‘warm gloves’ which you can

clearly see is seasonal.

Here is an example of ‘dog lead’ which you can clearly

see is not seasonal.

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 Finding Products To Sell That Your Customers Will Love.

DANGEROUS PRODUCTS

When you hear ‘dangerous’, you think of things like

knives and guns. While yes, you should stay away from
any product like those, actually, dangerous products can
be, well, not clearly dangerous. An example may be an
Electronic Cigarette/Vape Pen. While the sales on these are
great, there will likely be issues with local laws, importing,
safety concerns, and the potential of laws changing in the
future. While you can sell products like this, there will be
more hoops to jump through, and you’ll have to do more
research into local laws regarding the selling of those
products. For example, what safety certifications you need,
what must be on the packaging, what claims you can and
cannot make, etc.

The good thing about products like this is that because

they are harder to sell, it means fewer people will actually
end up selling them. So, if you don’t mind doing the extra
legwork and staying patient, then these can be good products
to look into. However, don’t be deluded into thinking that it’s
going to be as easy as selling something like a bath towel.

Often these types of products are referred to as

‘restricted’ which just means Amazon places restrictions
on sellers before they can sell them. This is to ultimately
protect their customers from poor quality or illegal goods.
So, if you do it right and you get approval then these,
‘dangerous’ products can be absolute gold mines! However,
for a beginner selling their first product, it would be best to
avoid these until you have some more experience.

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Finding Products To Sell That Your Customers Will Love.

FAD PRODUCTS

Who remembers Fidget Spinners, the little 3-pronged

plastic kids toys that spin in your hand?

This is just one example of a fad product. There have

been many more like Loom Bands, YoYo’s, Pokémon Cards,
Pet Rock, Angry Birds and so on… and there will continue
to be many more in the future. While you can make a killing
with these fad products at the right time, if you get in at the
wrong time, you’re screwed.

WHY IS IT A GOOD AND HORRIBLE OPPORTUNITY

ALL AT THE SAME TIME?

If you look at Google Trends, you can see that there

is one, ginormous spike around June 2017, a few months
before it gathered momentum and then sky rocketed. What
happens is that some people who are on the ball see the
momentum building and they get in early enough so that
they can make huge profits and are there for the demand
explosion. However, most people only see the product once
it’s already too late. They spend weeks negotiating, getting

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 Finding Products To Sell That Your Customers Will Love.

everything sorted, then they order thousands of units, but

by the time they arrive in the Amazon warehouse, there is
even more competition and there’s been a price war going
on, so now, the profit margin is smaller, and worst of all,
they’re too late and the demand has peaked and is now on
the decline.

With Fidget Spinners, I have friends that were on both

sides of that coin – those who hit it early and made a fortune,
and those who hit it late and were stuck with thousands of
units and no way to sell them.

If you’re well-versed in selling on Amazon, you have

good supplier connections and can see the curve moving
up, then you can get involved and take that risk. However,
remember that you are getting into a fad product and
demand will drop off and profit margins will decrease, so
don’t get greedy. Just get in and get out! If sellers are all
killing it making thousands per day with only a handful of
reviews, you’re probably already too late!

In my opinion, fad products are good for experienced

sellers who can better estimate demand, have the cash flow
to order high volumes, and have an exit strategy so they
aren’t left with excess stock. Fad products are bad for first-
time sellers who will get a little overzealous and end up
really making bad decisions. Often, I’ve seen people so eager
to start selling that they either ignore the facts or they just
don’t even bother to check. If you do the research, you’ll
have a far higher chance of success. Remember this is the
One Product Strategy, not the “Start one product, fail, try
again before you eventually give up Strategy.”

THE COMPLETE SOLUTION: PART 2

So now you have found a product (or products) that

meets your demand criteria; this was the first step in
creating a complete solution. As I mentioned before, most
gurus will now tell you to go and sell that product. You’re

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Finding Products To Sell That Your Customers Will Love.

about to learn what 99% of Amazon sellers don’t know, to

do this, you need to find out the Potential Customer Needs.

Over the next few pages, I’m going to teach you a trick
for how I do this repetitively, but first you should understand
the reasons people are most likely to buy.

TOWARDS PLEASURE/AWAY FROM PAIN

Think back to the last time you bought something

online; What was it?

For me, it was a replacement water pump for a cat

fountain; Yes, you heard that right. Search for it on Amazon
if you don’t believe they exist.

Think about the product and ask yourself these

questions:

• why did I spend my hard-earned money on this

product?

• did I buy it to get away from a pain point?

• did I buy it to get pleasure in some way?

There are two primary reasons you purchase a product:

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 Finding Products To Sell That Your Customers Will Love.

• it will help you get away from some sort of pain;

• it will help you get some sort of pleasure.

Let me give you an example of each using my cat fountain

pump.

AWAY FROM PAIN:

• the current pump stopped working so needed

replacing;

• the cats only drink from running water, so without the

fountain, they don’t have anywhere to drink from;

• cats will become dehydrated if I don’t buy a

replacement fountain or get a new pump;

• having a cat fountain means I don’t have to replace

water every day, saving myself time;

• I often forget to fill up water bowls, so this is better,

and it holds more water;
• water bowls gather lots of dust and cat hair in the
water so get dirty quickly.

TOWARDS PLEASURE

• it’s amusing when you see a cat drinking from a

fountain;

• not having to top up water every day saves me time,

which is great, as I often forget simple tasks;

• I know that the cats will stay hydrated, especially on

hot days;

• the cats enjoy drinking and playing with the water …

happy cat = happy owner;

• buying just the pump means I can save money as I

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Finding Products To Sell That Your Customers Will Love.

don’t need to buy an entire fountain.

Now, think about that product you just bought and do

the same thing. Think about the two sides of the same coin.
How did buying the product move you away from pain and/
or towards pleasure?

Use the activity on the next couple of pages to start

this process using two products you’ve recently purchased.

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 Finding Products To Sell That Your Customers Will Love.

PRODUCT:
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
___________________________________________

AWAY FROM PAIN:

_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
___________________________________________

TOWARDS PLEASURE:
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
___________________________________________

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Finding Products To Sell That Your Customers Will Love.

PRODUCT:
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
___________________________________________

AWAY FROM PAIN:

_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
___________________________________________

TOWARDS PLEASURE:
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
___________________________________________

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 Finding Products To Sell That Your Customers Will Love.

DESIRE

People buy things because they desire a result.

• if you purchased this book, you may desire your own

successful business;

• if you hire a personal trainer, you may desire an

athletic physique;

• if you buy a memory foam pillow, you may desire a

better night’s sleep.

Your ultimate goal in creating your product and brand

is to help your customers, to provide them with a solution
they are going to love. To do this, you need to understand
exactly what would make them love it. What is it that your
customers desire? What end results are they after?

If you’re selling a product but you don’t know what

your customers actually want, how on earth are you going
to create something that truly helps them achieve it?

There are two elements that make up desire:

• what results do they want?

• what results do they not want?

Desire can be just as much about what people do not

want than what they do, for example;

• if you got this book, you may desire to not be in debt

for the rest of your life;

• if you get a personal trainer, you may desire to not be

in bad shape anymore;

• if you buy a memory foam pillow, you may desire to

get rid of your neck ache.

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Finding Products To Sell That Your Customers Will Love.

RELATE-ABILITY

Empathy is the ability to share someone else’s feelings

or experiences by imagining what it would be like to be in
that person’s situation. You need to have empathy for your
customers to really understand their desires and whether
they are trying to get towards pleasure or away from pain.
Empathy is a competency that you need to get good at. The
better you get, the more advanced your product solutions
will become. A great way to become empathetic towards
your customers is to buy the product and use it yourself.

It’s as though I asked you to tell me what it’s like to learn

the violin. You may be thinking: ‘Jonny, I’ve never learned
to play the violin.’ If you’ve never learned to play the violin,
then you will have to try really hard to try to imagine what
it would be like. You could try to imagine by comparing it to
other things you’d done in the past

But what if instead, I gave you a violin and told you to

go home and start learning how to play over the next two
weeks? Your empathy would be ten times more thorough,
you’d really understand what it’s like, at that point you are in
a far better position to help people who are looking to learn
the violin.

Why then, do most people not take this approach when

selling on Amazon?

If you can’t personally use the product, then find

someone close to you who can, but never start selling a
product yourself if you haven’t had either first- or second-
hand experience using it.

Here are the punch lines:

• once you understand your customers, you can

empathise with their needs.

• once you empathise with your customers’ needs, you

can understand their desired solutions.

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 Finding Products To Sell That Your Customers Will Love.

• once you understand their desired solution, you can

create the complete solution.

WHAT ARE YOUR CUSTOMERS’ TOP NEEDS?

For this exercise you’ll need a product idea to work

with, if you don’t have a product yet, pick a product at
random so you can practice this exercise.

Step 1: Get yourself a piece of paper (or use the next

couple of pages) and draw a line down the middle.

Step 2: On the left-hand side, write a list of every

possible need your customers have. Think about everything
we’ve just gone over – what pain are they moving away from,
what pleasure are they moving towards, what do they desire,
and what do they not desire. (If you don’t have a product yet,

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pick a product at random so you can practice this exercise)

Step 3: When you think you’re done, take a break and

then double the size of your list by thinking outside the box
until you have a list of around forty points.

Step 4: Take another break.

Step 5: Go back to the list and then on the right-hand

side, pull out around five of the most important needs that
your customers have. If this ends up being ten, that’s okay.
The point is to take your entire list and optimise it to include
only the best needs, and sometimes this will give you ideas
that you’d never even thought of at the beginning.

Step 6: Repeat Steps 5 and 6.

Step 7: You now have your potential customer needs.

Congratulations!

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Finding Products To Sell That Your Customers Will Love.

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 Finding Products To Sell That Your Customers Will Love.

THE COMPLETE SOLUTION: PART 3

When you understand your customers, this gets a lot

easier, but to stand out from the crowd, you really have to
engage what is called your ‘subconscious, super-fast brain’
(Sedniev, 2013).

Have you ever been in the shower or on the toilet

and suddenly you get the answer to a problem that you’ve
been working on for ages? A problem that you were really
struggling with, and then suddenly, when you were just
minding your own business, it came to you? A glorious
epiphany!

Now, I’m going to teach you about the Vu Jádé method

(Warren Berger). The Vu Jádé is a direct result of your
subconscious brain working on the problem while you’re
going about your daily life.

However, it’s subconscious, so you can’t consciously

turn it on and off … or can you?

When I learned about this method, it changed how

I think critically, how I overcome problems, and how I
strategise solutions. When you were doing the exercise with
the piece of paper split down the middle, when you took
breaks, you started to engage your subconscious brain, but
to really get it working, you need to forget about the task.
You need to take breaks, and that’s incredibly important at
this stage of the complete solution as with time comes Vu
Jádé.

WHAT ON EARTH IS VU JÁDÉ, JONNY?!?!?

Vu Jádé is like the opposite of déjá vu. In fact, the

observant reader will notice it is déjá vu reversed. Vu Jádé is
when you suddenly see something you’ve seen over and over
before, but you suddenly see it in a different way or from a
different perspective. When I was creating my HydroFuel

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Finding Products To Sell That Your Customers Will Love.

Brand I did exactly what I told you to do in this phase. I had

pieces of paper split in two. There were multiple versions
of these pieces of paper. I’d tested the product for weeks
and weeks, but there was something missing. I was trying to
come up with the complete solution, but I just couldn’t get
there. I couldn’t think of a way to really stand out.

And then one day, when I was having lunch at a cafe

down the road it hit me. An almost biblical Vu Jádé where
I saw the same thing I’d been looking at for weeks, but in
a totally different light. With HydroFuel, I wanted to help
people hydrate as I know that your physical and mental
performance has a direct link to your hydration levels. That
was my goal, but I couldn’t figure out the solution to do it.

MY VU JÁDÉ WAS THIS:

Customers want to be hydrated, but they forget, and

then it’s too late. They get headaches, and it affects their
mood as well and their mental and physical performance. The
real issue is that they forget to hydrate. All of the products
on the market that try to help just have little graphics on the
side of the bottles detailing what times to drink. However,
these don’t solve the issue if the person isn’t looking at the
bottle. They still forget, they remain dehydrated, and the
issue continues.

However, when you get a phone notification, you look

at it. So, to remind people to hydrate, I needed to get my
product to where their attention is always focused, and
that’s when I finished creating my complete solution – a
mobile application that sends you notifications throughout
the day to hydrate. Each bottle came with a free download,
and the app could be tailored and personalised to your
weight, activity level, and so on. By implementing this into
the solution, I was able to truly help people when they forgot
to hydrate which can lead to the headaches, oily skin, and
so on.

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 Finding Products To Sell That Your Customers Will Love.

This Vu Jádé allowed me to create a product with a

digital element where I could now charge over 30% more
than my closest competitor, and my reviews and feedback
are incredible as I am actually helping people. If I had
launched the product without this, I would not have been
able to set a higher price, and my customers would not be
as happy.

So, when you’re waiting for your Vu Jádé, give it time,

have patience and let your super-fast subconscious brain
do its job!

Now get to get another piece of paper (or use the

following exercise pages) and repeat steps 1 through 8
from the previous section, but instead of coming up with
potential customer needs, you’re going to come up with
potential customer solutions.

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Finding Products To Sell That Your Customers Will Love.

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Finding Products To Sell That Your Customers Will Love.

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Finding Products To Sell That Your Customers Will Love.

PEOPLE BUY OFFERS NOT PRODUCTS

Let me ask you this, who wants to go to dinner with me

tonight?

Most of you now will be thinking, ‘Ooooh, he asked me

out’ … I know, I know. Zero people are thinking that.

What you’re probably thinking is that it doesn’t seem

like a good deal, it doesn’t seem valuable, and in reality, very
few people would actually do this unless they already knew
me and wanted my time.

But what if I asked:

Who wants to go to dinner with me tonight? I’ll give

you all my training for free (normally worth thousands), and
I’ll mentor you one-on-one for the next three months so you
can have all the resources and mentorship that you need to
create a successful Amazon business. Then, we’ll even get
ice cream and have a few drinks. All I need you to do is pay
£50. How does that sound?

Now, who wants to come?

The £50 price tag seems almost insignificant.

If the cost of a product/service is more than the

perceived value, then customers do not buy. As soon as
perceived value exceeds cost, then customers see a great
deal, they get their card out, and they buy.

To sell anything, all you have to do is increase the

perceived value so that the perception of cost decreases.

For my first dinner date, the value was low, so most

people wouldn’t take me up on the offer. But in the second
scenario, the perceived value was in the thousands, so the
£50 price tag seemed tiny in comparison.

Did the cost change?

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 Finding Products To Sell That Your Customers Will Love.

No, so what did?

It was your perception of the cost in relation to the

value.

The great thing is that this offer doesn’t actually cost

me anything. I give you training I’ve already had, I answer a
few messages, which costs me nothing, and the only thing
left is some ice cream and a bottle of wine.

So, when you’re creating your own product offer, it’s in

your best interests to increase the value as much as you can
so that customers go bananas for it.

HOW DO I INCREASE MY VALUE

WITHOUT INCREASING MY COSTS?

When I tell people the method I use to increase value to

secure more sales and profit, people always say, ‘Well surely
it must cost more money, so what’s the point?’, and this is a
good thing as this is the attitude of most sellers on Amazon.
What I’m going to tell you today is that you can do this
for extremely low costs, and you can actually make more
of a profit because of it. If you ignore this, you’re throwing
money away and leaving potentially thousands on the table.

There are two ways in which you can increase the

perceived value of your product offer: with physical
products; with digital products/services.

PHYSICAL PRODUCTS

We all know what a physical product is, at least I hope

you do by now. It’s a product that you can touch. A great
example of how you can increase the value of your product
by adding another product is a home workout kit that

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includes push up bars, abs roller, a yoga mat, and mobility

bands. By creating a bundle of products that the customer
would need if they wanted to do a home workout, you are
essentially saving them the time they would spend finding
the products themselves. You can add them into one box
and sell together for a higher price point. Yes, it’ll cost more
to buy the stock, obviously, but you can also charge more
because the perceived value is higher.

A simpler example may be as simple as an electronic

device where customers keep complaining about the fuse
blowing. If you were to include an extra fuse with your
product, it becomes more valuable, not because a fuse costs
a lot, but because it saves the customer time and a bit of a
headache, therefore, the purchase is more valuable to them.

When you’re coming up with your complete solution,

think about what physical products you can add to your
offer that would increase the value of the product for the
customer and would genuinely be good for them.

I saw a terrible example of this once when someone

emailed after seeing one of my YouTube videos. A guy was
selling a frying pan but bundled in with that product was a
Superman apron. I mean, what on earth were they thinking?
This is an example of what not to do. It made zero sense
and certainly didn’t add any value to the product listing as
the customer wanted a frying pan, an example of a suitable
bundle could be an oil splatter screen.

When you’re creating the physical product offer, here

is a little trick you can use to make sure it’s right. Create
three product offers, each with slightly different items
as the additional products but keeping the main product
the same. Then find a few people, these can be friends or
members of your target demographic, and ask them simply,
‘Which one would you buy?’

This is called … wait for it … MARKET RESEARCH.

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 Finding Products To Sell That Your Customers Will Love.

Start asking people which they would buy as you need

the opinions from real people. By doing so, you may realise
that the offer that you thought was the best one actually
isn’t perceived as the most valuable and useful. By taking
this extra step that hardly anyone else does, you’ll end up
with a far better product offer than many others simply
because you asked ten people.

Don’t cut this corner!

DIGITAL PRODUCTS

A digital product is simply a product that is

downloadable or accessible on a computer. This can be
an eBook, video training, a membership, application or
an audiobook. The beautiful thing about digital products
is the return on investment (ROI) you get from them. For
example, for HydroFuel, I created an eBook with ten recipes
for infusing fruit into your water for those that don’t like it
plain or get bored with the taste of water and want a healthy
alternative. And, I give an iOS or Android App that helps
them to stay hydrated.

These are both digital product solutions that help the

customer based on their needs, but when you spread the
cost over the thousands of units that we’ve sold, the cost is
insignificant. The cost is almost zero, but the extra income
received is around an extra £4 per unit sold as the value
of the product was increased along with the cost to buy,
however, the price tag still seems like a great deal because
the value is so high. When you compare this to my closest
competitor, I am able to charge over 35% more than they do
just because of these two digital products that cost almost
nothing, which means I am essentially making an extra 35%
profit.

This is how powerful digital products can be when

used correctly.

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Finding Products To Sell That Your Customers Will Love.

Many of you may be thinking that the cost of having an

app created is too big, and while, yes, an eBook or training
guide is going to be significantly cheaper, but when you
work out the cost of the app per unit sold, it’s a no-brainer.
Unlike physical products, I only have to buy the app creation
once.

When you’re creating your product offer, I would highly

recommend that you think about all the ways in which you
can add value by using a digital product and align them to
your customers’ needs so that it makes actual sense to the
customer. Think about how you can add value and create
a solution that the customer needs through these digital
products. If you do this, you’ll be able to make more profit,
get more customers, and get better reviews! The goal of the
digital product is to help the customer get the most out of
the product and to fulfil more of their needs.

I would separate digital products into 3 categories:

• training;

• how-to’s;
• community.

Some examples of training would be an eBook,

audiobook, or video guide giving the customer educational
content around the product or subject. For example, if you
had the home workout kit, you could maybe create some
home workout training regimes that they can do with the
kit.

How-to’s can merge slightly with the training, but, like

the fruit-infused water recipe book I provide, these can be
how to guides on how to get the most out of the product.
They can also be care guides or just tips and tricks that will
help the customer. The key here is not to create something
that has no value. Create something that the customer is
actually likely to use.

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 Finding Products To Sell That Your Customers Will Love.

Lastly, you may want to create a community by inviting

customers to a Facebook group or something similar. For
example, if you were selling in the new-mothers niche, then
it would be great if you had a community of new mums
whom you can invite your customers to join free of charge.
The new mum will find this extremely valuable as they
will be able to share experiences with people in the same
situation as hers. This doesn’t cost you anything at all but
will increase the perceived value of your product greatly.

A COMMON MISTAKE WHEN CREATING DIGITAL

PRODUCTS

Remember when I told you about the person who

wanted my advice regarding their physical bundle of a frying
pan and Superman apron? Sometimes people make similar
mistakes when creating digital products, like creating an
eBook that is completely pointless just because they were
told they have to create one. Fortunately for you, many
sellers do this. They create poor-quality and irrelevant
digital products meaning that when you come along with
a high-quality digital product that is super relevant and
helpful, you win the fight for clicks, and you gain that
customer’s business.

The key is to always relate your product to your

potential customer’s needs.

With HydroFuel, a concern that I found people had

with drinking water, specifically tap water, was that they
didn’t like the taste. While I cannot change the taste of the
water that comes out the tap, I can change the taste of it
once it’s in the bottle. I did this by creating a digital product,
in this case, a recipe eBook that contains ten, fruit-infused-
water recipes with simple instructions the customer can
follow. I tested the recipes and I gave them to my friends, I
also made sure the instructions were simple and that they
actually tasted good.

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Finding Products To Sell That Your Customers Will Love.

Now, I didn’t really know if all of my customers would

like it, however, I knew that there would be a percentage
of customers that don’t like the taste of water so are more
likely to buy my product rather than the competition even
though they can Google hundreds of recipes for free. It’s
because I created a digital product that helped them get
away from the pain of not liking the taste of water. This,
then, allows me to fulfil my primary brand goal of changing
people’s hydration habits.

So, when you are creating your own digital product,

don’t just look at what other sellers do. Instead, think about
your customer and what they need, then provide a digital
solution to that problem. The more you can help and serve
your customers, the more successful you will be, not just
selling products, but as an entrepreneur for the rest of your
life.

ROUNDUP

Firstly, it all starts with understanding your customers

and providing them with a solution that truly serves them.
I’m not asking you to reinvent the wheel. Have genuine
empathy for your customers as when you understand them,
they understand you.

Secondly, take your time as you want to create a

product and brand that customers will love, taking a few
extra weeks (if needed) to create will always be a worthwhile
investment.

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Finding Products To Sell That Your Customers Will Love.

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 06
HOW TO GET THE
HIGHEST QUALITY
FOR THE LOWEST
COST
 How To Get The Highest Quality For The Lowest Cost

S
ourcing your product is not just about getting the right
price, it’s about choosing the right deal, constructing a
mutually beneficial relationship with your supplier and
understanding the terminology all so you can get the best
deal.

There are three focus areas:

• how to become a master negotiator;

• ensuring you always get the best quality products;

• calculating your profit margins so there’re no hidden

surprises.

HOW TO BECOME A MASTER

NEGOTIATOR

I’m not sure about you, but the thought of negotiating

isn’t a good one for me. I always dreaded this in my previous
jobs, and it always made me nervous … at least that was the
case before I learned the skills you’re going to learn here.

One thing you have to understand before I move on

is that a lot of you reading this will think that you’re great
at negotiating and you don’t need any help at all. Let me
tell you, it’s very rare to find someone who is great at
negotiating, or they think they are great at negotiating when

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it comes to their day job, but put them in front of alibaba.com

speaking with manufacturers in China, and suddenly they
can’t negotiate their way out of a paper bag.

We are going to go through eight of my top tips that

will help you through negotiations in your professional and
personal life. Then, I’ll show you my three-step system for
negotiating specifically with manufactures for your product,
and by the end of these lessons, you’ll be a lethal weapon
when it comes to sourcing the best price.

EIGHT THINGS TO KEEP IN MIND

1. NEGOTIATE WITH PURPOSE.

It’s often said that margin is made in the negotiations,
and this is so true as just a 5% difference in price can make a
big impact on your profitability and scalability. Every 1% you
negotiate down is another 1% you gain in profit, so you’re
taking the money out of the manufacturer’s pocket and
putting it into yours.

2. DETERMINE THE TRUE COST.

The only way to understand what the true cost is (or
close to it) is to reach out to multiple suppliers on multiple
sites. The more data you have about what everyone is selling
the product for, the better informed you’ll be when you go
to negotiate as you’ll know exactly what all the competitors
are charging. So, if the supplier you’re dealing with gives
you a price that’s 20% over all others, you know that they
have a lot of wiggle room.

3. SPEAK WITH AUTHORITY.

With sourcing, you’ll hear a bunch of acronyms
and phrases that you’ll never hear in normal life, so it’s

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important to have done your research so you know roughly

what terms mean. The last thing you want to do is have to
ask the supplier what something means. This would be the
last resort as you want to show them you know what you’re
talking about. If you don’t know, Google it, and if you’re in my
training programs, go and find out. If a supplier thinks you’re
new to the game, they will be more likely to take advantage
of you, so don’t let that slip.

4. BE THE BETTER NEGOTIATOR.

The people you’ll be dealing with aren’t superheroes
in negotiations. Like most, they will be bad, but will have
guidelines of what they should and shouldn’t say, and what
they can do and cannot do. Once you understand that the
person you’re speaking to is less skilled than you are, you
will be able to make some very interesting deals.

5. FOCUS ON QUALITY.
You’re not out here to get the cheapest price. Often,
the cheapest price equals the lowest quality, however, you
know your customers don’t want that. What you’re looking
for is the best value for money compared to the quality.
Generally, the higher the quality, the more you can sell the
product for. Sometimes, you’ll negotiate on other tangibles
like bundled products, box printing, two colour logo or one
colour. It’s not always about price.

6. KEEP YOUR CARDS CLOSE.

Never, under any circumstances, do you say, ‘I can only
pay a maximum of $4.50 per unit’ if $4.50 is actually the
highest you can go. This leaves you zero room to negotiate,
and also tells them what you’re willing to pay. Equally,
they would never give their lowest price to you as then
you’d expect to get that price, leaving no room for them to
negotiate. So, if you know you need to get the product for

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under $5, then never say that you can only pay up to $5 per
unit. Instead, say the most you can pay is $4.00, and you can
meet in the middle at $4.50 which makes you look as though
you’re over budget.

7. HAVE PATIENCE.
The number of times that I’ve had people say to me,
‘Jonny, they just aren’t budging on price. What do I do?’
Then I ask how long they have been dealing with them and
they say, ‘Three days’. If you want a great price, you need to
have patience and not come off as desperate. Instead of you
trying to win them as a supplier, think about it as though
they are trying to win you as a customer. Make them work
for it, and they will come to you. In other words, ‘Treat ‘em
mean, and keep ‘em keen’.

8. PERFECT PRACTICE MAKES PERFECT.

Everyone says, ‘Practice makes perfect’, however, I
disagree as you may be practising doing it wrong! Perfect
practice makes perfect. Before you start, learn and
understand the terminology. Take training like this and go
into it with an action plan. Then repeat the process again
and again and again. You don’t want your first negotiation to
be with the supplier you actually want to do business with
as you’ll most likely do an awful job. Get some trial runs in
just for fun first.

These are tips that you can use in many situations, not
just with suppliers, but buying a new car or arguing about
who’s going to do the washing up.

Always negotiate.

Now that you’re set up for success, here is where you

go deep.

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THREE-STEP SYSTEM FOR

NEGOTIATIONS DOMINATION

When implemented correctly, this system is going to

do two things for you: save you time and save you money.
You’ll be able to get to the right price quicker, and that price
will be better than you’d ever imagine.

STEP #1: FIND OUT THE LOWEST AND HIGHEST

PRICES

As I discussed earlier you need to know the true cost of

the product before going all in on one or two suppliers, so
how do you do this?

Over hundreds of emails to suppliers and helping

thousands of students, I’ve created a script you can use to
start reaching out to suppliers on alibaba.com. I love scripts
as they not only save time, but they give you the most
efficient way to get to the next step. Feel free to adapt this
script, however, I’ve found it works really well, so to start,
you can just copy it!

Before I show it to you, there are some really key points

you want to include in your outreach email.

Key Points To include:

• demand potential;

• exact specifications;
• complete bundle required;

• number of units;

• delivery terms;

• delivery address;

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How To Get The Highest Quality For The Lowest Cost

SUPPLIER OUTREACH SCRIPT

Hi There,

My Name is [NAME] from [COMPANY]. I am looking to

purchase [PRODUCT] for the [UK] market.
My primary sales channel will be online through [] and estimate
up to [10,000–15,000] pieces sold annually after I have a trial order of
[200] units to sample and evaluate.
Specifications Required:
• [PRODUCT]
• [Size]
• [Material]
• [Colour]
• Custom Logo [printed/sewn/etched (insert relevant
method)]
• Custom Packaging
I’ve seen you manufacture these items. Can you please provide
me with the following:
• Quotation for the above specifications for Air Express Door to
Door (Ideally DDP or DAP) shipping to the follow address (Use
The following address is just for shipping estimate):
• Unit 1,
• Kingston Park,
• Flaxley Road,
• Peterborough
• PE2 9EN
• United Kingdom
• Can you confirm if you are the Manufacturer or a Trading
Company?
• What is the rough cost for a sample with shipping by air
express to the UK?
• We are looking to bundle this product with [example]. Do you
manufacture this also?
• How many units do you pack per carton?

Thank you for your time,

Kind Regards

[NAME] [COMPANY]

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Once you’ve adapted this script for your product, then

you can start sending it to suppliers.

When starting your supplier outreach, it’s just a

numbers game. If you reach out to just three suppliers, then
you’re going to find it hard to really assess the true cost
and get a good deal. Many suppliers will not reply, however
using this script, I’ve found it to be the most effective as it
commands authority.

When searching on alibaba.com, I would send this

message to around twenty suppliers, then take notice of
who came back quickly, and who took a little longer. This
can be a sign of how busy they are. A busier supplier is less
likely to give you such a good price as they don’t need your
business as much.

Lastly, when reaching out to suppliers, be aware of

the time difference. If you’re in the UK like me, then early
morning is best for sending and replying to emails. Often,
I will speak to my suppliers first thing when I wake up as
you’ll get quick responses. If you leave your replies until late
in the day, you’ll most likely be waiting until the next day
for a reply. If you want to get the quickest results, I would
always dedicate some time in the morning for this rather
than in the evening.

STEP #2: FOCUS ON THE SUPPLIER WITH THE

BEST PRICE VS QUALITY

Very often, people can be hypnotised by a low price

from a supplier but later find out after they’ve ordered a
sample that the quality is awful, and they’ve wasted their
time and money just because they saw a low price. It’s
important to not be deluded by low prices as this normally
equals poor quality products, and then by extension, you
won’t be able to sell to your customers for as much.

Once you know that you’re dealing with a supplier that

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has a good quality product, then make the first offer. This
is called ‘Setting an Anchor’ (a starting point). Remember,
never give your price ceiling, but give them an offer that is
intentionally low that doesn’t insult them by being ridiculous.
As you’ve now had prices from multiple suppliers, you’ll
understand more about the true cost, so if the true cost is
around $4 then don’t go offering $1. They will just ignore
your offer and think that you’re taking the piss.

If they make the first offer, then be sure to ‘re-anchor’

the price. For example, they say, ‘The lowest we can do is $3
per unit’. You would come back and re-anchor the price, and
say something like, ‘Okay, thank you for that. The highest
I can go at the moment is $2.45. Can you get any closer to
this? Maybe if you can ask your boss in this case?’

It’s important to always be respectful, and even though

I said that $2.45 was the highest I can go, of course, it’s not,
as you never give your price ceiling.

STEP 3: EXPAND THE NEGOTIATION

At this point, you can expand the negotiation. Let’s say

the price point has no wiggle room, and they are not willing
to negotiate any further. This doesn’t mean negotiations
are over. It means you need to expand the scope of the
negotiations.

Two examples of this may be to reduce the minimum

order quantity (MOQ) by actually increasing the price. For
example, you could say, the only way I could go as high as $3
per unit is if I reduced the MOQ to 250. On the other hand,
you may be able to reduce the cost by increasing MOQ. For
example, if you asked, ‘Can you do $2.45 per unit if I increase
the MOQ to 1,000?’

Don’t be put off by this. You might not order 1,000 units
on your first order, however it gives you scope on what they
can negotiate to. This gives you wiggle room. Once they’ve

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given the price for 1,000 units, then you can negotiate to
500 units and meet in the middle for the unit cost.

Another example may be bundled products, product

inserts, packaging and even the number of colours on your
packaging. These are all costs that add up and if you can
save just $0.10 per unit on the packaging, it’s worth doing.

With negotiating, there is a certain level of bullshitting

so you can get as much info from them as possible. It’s also
important to keep some cards close to your chest. Just
remember that they aren’t experts in negotiation, so, by
using these strategies, you can often get a much better deal,
and a better deal means more profit for you!

ENSURING YOU ALWAYS GET THE BEST QUALITY

We’ve covered quality quite a bit, so this section will be

pretty swift but must be noted, nevertheless.

“Let me ask you, when was the last time you left a
review on Amazon?

For most of you, it would be ‘never’, and for some of

you, it would be few and far between. However, I can bet
that the people who have, probably left a negative review,
right?” As humans, we focus so much on the negative and
getting a one-star review is easier than you might think.
Just one slip-up can lead to a brutal review, so you want to
protect against this at all costs.

If you have twenty reviews when you start, and you get
just two bad reviews, that’s 10% of all reviews, which has a
drastic impact. Fortunately, most of the time, these can be
averted. The number one reason why you’ll get bad reviews
is a faulty product, so what’s the best way to prevent against
these reviews? A GOOD PRODUCT! It’s as simple as that, do
as much as you can to test your products, and really stress-
test them as a customer would. If you find a design flaw in

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the product, then you can address it.

What you don’t want to do is not test the product, then

the first time you get feedback is from angry customers.
This can kill the business. However, if the product is tested
correctly, it can give your businesses everlasting success!

CALCULATING YOUR PROFIT MARGINS SO

THERE’S NO HIDDEN SURPRISES

The amount of times that I’ve seen people completely

ignore costs is outstanding, and the reason why is mostly
because they are what I call ‘unconsciously ignorant’. This
means you don’t know what you don’t know. This is why
it’s so important to learn from someone who has done it
before and learn the process in one go rather than going to
three different people as you may lose key information in
the process.

There are so many variables to consider with costs,

as such that’s why I give my SellerPro Academy students
access to my profit calculator. But for now, here’s how you
can start to figure it out.

There are two costs you will look at:

• Landed Cost (to Amazon);

• Landed Cost (to Customer).

These are the two costs you’ll really need to know

which are essentially, how much does it cost to get your
product to Amazon’s warehouse (or anywhere else), and
how much does it cost you to sell the product and get it
to the customer? If you work these out incorrectly, it can
cause disasters with your finances. so, listen up.

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 How To Get The Highest Quality For The Lowest Cost

LANDED COST (TO AMAZON)

The ‘Landed Cost to Amazon’ is the total cost of a

product/shipment once it has arrived at the Amazon
Fulfilment Centre.

This will include:

• product cost (physical and digital);

• shipping costs (including insurance);

• customs duties;

• VAT;

• currency conversion/payment fees.

LANDED COST (TO CUSTOMER)

The ‘Landed Cost to Customer’ is the total cost of your

product to get it into a customer’s hand.

This will include:

• Landed Cost to Amazon;

• Amazon selling fee;

• FBA fee;

• Amazon membership (monthly);

• advertising.

You will also have secondary business costs that may

not have a direct impact per unit, but you may use them to
run your business or set up the product, such as:

• email marketing service;

• marketing materials (graphic design);

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How To Get The Highest Quality For The Lowest Cost

• bookkeeper;

• accountant;

• outsourcers.

After all of this, of course, you’ll have the dreaded tax

bill. So, always be sure to account for VAT in your costs, and
once you’re registered for VAT, account for it in your sales
price. I would always advise seeking professional advice
from a licensed accountant.

No one likes doing the maths, but you know what

everyone hates? Losing money!

Make sure you take this time to get it right and

remember that every percent you save on your product
costs is an extra percent you make in profit!

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91
 07
UNIQUE SELLING
POINTS (USPS)
USPs
DON’T EXIST.
 Unique Selling Points (usps) Don’t Exist.

F
or the better part of my life I’ve always been taught that
the only way to stand out is to have a unique selling
point (USP). As a teenager I grew up watching Dragons
Den on TV where entrepreneurs pitch their business idea
to a panel of successful business owners known as ‘The
Dragons’ then after a Q&A they have the option to invest.

Time after time entrepreneurs would pitch to the

dragons and often the push back would be that their
business has no USP so they are un-able to invest.

This is what I believed and possibly what you believe

right now.

But let me tell you, USPs don’t exist.

Of course, at one point they did however the features

that make those products unique are soon copied. Then
because of all the new competition, companies innovate and
add extra features or selling points, which subsequently get
copied. This means that nothing is really unique, as it can be
easily copied.

Think about the iPhone when it first came out. They

had a unique selling point, a device that had a full size touch
screen, could make calls, access the internet and have your
music library all in one. At the time it was revolutionary and
they truly had a unique selling point. It wasn’t long before
other companies copied them and released their own
versions at which point; the features are no longer unique.
This cycle of innovation and imitation is still going on to this

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Unique Selling Points (usps) Don’t Exist.

day and will continue on for a long time yet.

So, what happens when the USP doesn’t exist?

Let’s say you want to go and buy a new car and you have
narrowed down your choice to a BMW, Audi or a Mercedes.

You can compare statistics and consume hours’ worth

of reviews, but at their core all three create similar cars. The
way you perceive them is very different.

Rather than each having a USP, they instead have an

Owned Emotional Selling Point (OESP).

BMW - “The Ultimate Driving Machine”

Audi - “Vorsprung Durch Technik” Translated to “Being

Ahead through Technology”

Mercedes - “The Best or Nothing”

For years these companies have marketed themselves

to align with these statements that they own.

For BMW you automatically think that they are a

driver’s car, they are more thrilling, more raw and perfect
for someone that thoroughly enjoys the drive.

Equally with Audi, they want customers that love a

more technical car (even though they may be no more
technical then their other German competitors).

With Mercedes they have made themselves into a brand

of luxury and target consumers that want only the best
when in reality, they use materials no different to that of
Audi and BMW.

These are their owned emotional selling points they

focus on a customer avatar and target a customer that wants
to feel the real driving experience, or someone that wants
to feel like they have the best technology at their fingertips
or someone who wants to live in luxury and feel important.

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 Unique Selling Points (usps) Don’t Exist.

They all focus on the emotions of their ideal customer and

how the product will make them feel rather than what it will
actually do for them.

Can you think about what makes Nike’s trainers so

innovative?

Thought not, however what’s the one phrase you think

about immediately when you think of Nike?

“Just Do It”

This isn’t a feature, but an owned emotional selling

point. It speaks to their core mission and evokes emotion
in its customers and gives Nike a greater purpose than just
selling footwear.

You may be thinking, ‘that’s great Jonny, but how does

that help me?”

What you now need to do is attach an owned emotional

selling point to your brand.

When I created one of my brands; HydroFuel, I did

exactly that and came up with the tagline and OESP, “Fuel
Your Future.”

As my goal is to change the hydration habits of my

customers what I really wanted to do is give my customers
the chance to fuel themselves correctly through proper
hydration. The features you have and the products you sell
will change, but the message will stay consistent.

When I asked a friend about what they think about

when I say, “HydroFuel.” They immediately replied not with
the features of the product but with, “fuel your future.” So,
I asked what that statement meant to them and they told
me that it was all about giving your body what it needs to
perform, whether that’s mentally or physically.

This tagline could have easily been left off. Something

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Unique Selling Points (usps) Don’t Exist.

as simple as a tagline can evoke the emotional attachment

to your brand that allows you to not only make the sale but
keep the customer for longer as they can relate to your
mission.

For a while I was just, ‘the amazon guy’ with no real

OESP. My training was built around being the best and
having the most advanced lessons and support however
something was missing; I was missing an OESP.

I started introducing the following statement;

“Remember, you’re just one product away…”

For me this means that all it takes is one success to

completely change your life. I’ve seen this with myself and
with countless students I’ve mentored. The point of the
sentence being unfinished as it allows you to fill in the gap
with the outcome you’re looking for. Success is subjective,
so who am I to tell you what success should look like for you.

Your aim is to create a brand and a product that when

customers buy it, they start to love it. They go home after
work and over dinner talk about the cool new product they
bought. When a friend asks them for a recommendation,
they automatically think of you, maybe not because you even
have the best and most advanced product in the market,
but because you have the brand that connected with them
emotionally.

There are two keys to creating an owned emotional

selling point:

• Make it about a cause greater than just the brand;

• OWN the statement.

This means that firstly, your OESP is not about the

product directly, for example, “We have the best material,”
wouldn’t work as it is about the product and has no greater
meaning. Your OESP should be relatable to your target
audience and form a thought in their head that is more than

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 Unique Selling Points (usps) Don’t Exist.

just about a product or brand. It must connect with their

desires about where they want to be or about who they are
today.

Secondly, once you create this statement, you must

OWN it. This means that you’re proud to put your tag line on
your packaging, website, marketing and even your product.

Use your OESP to communicate who you are to your

customers.

You’ve just learned about how your brand should

showcase how it makes customers feel rather than what
the products do for them. Equally a brand name is just as
influential.

CREATING A BRAND NAME THAT

STANDS OUT FROM THE CROWD

Before I knew about what made a good brand name, I

would base my decisions purely on if I liked the name, if it
sounded good or from my gut feeling. Most business owners
do this, as when you’re thinking about creating a name that
represents your brand you always think about how it makes
you feel rather than how you think it’ll make the customer
feel.

Once you shift perspective and look at your brand

name from the customers point of view, you’ll be able to
align with their thoughts and feelings to create a brand that
your customers can relate to, rather than a brand that you
relate to.

You might also think that you want to get the perfect
brand name, one that just rolls off the tongue and represents
everything you stand for. Unfortunately, this rarely exists.
Often the perfect name is already taken.

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Unique Selling Points (usps) Don’t Exist.

You need to name your brand for the customer, not

you.

Three things you need before creating your name:

• analyse your competition;

• know your vision;

• understand your brand personality.

ANALYSE YOUR COMPETITION

Before you name your brand it’s important that you

first analyse your competition. You do this so you can make
sure that you can stand out. If the majority have logos that
are green and start with ‘The’ then make sure your brand
isn’t green and doesn’t start with ‘The.’

To be memorable you need to stand out and offer the

customer a new opportunity rather than an improvement.

KNOW YOUR VISION

It’s easy to say that you stand for ‘quality’ or ‘ integrity,’

the issue is that these are generic. Instead finish this
sentence:

We are here to create a world in which…

For example, my education business’ vision is to create

a world in which ordinary people can create extraordinary
things, so I can change people’s lives one product at a time.

The statement you create is for your internal use only

and it’s not a statement that will go on your website or your
packaging. It is something that you use as a filter when
making decisions. So, before you decide on your brand
name, understand what it is that you stand for.

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 Unique Selling Points (usps) Don’t Exist.

UNDERSTAND YOUR BRAND PERSONALITY

Each brand has a place in its market, so you need

to decide what kind of brand you’ll be. This could be fun,
practical, cost effective, luxury, sporty, modern and so on.

You wouldn’t see Gucci release a low end, low quality

product as it doesn’t align with their luxury fashion
brand. H&M on the other hand would be comfortable
releasing lower quality, less luxurious clothing as they are a
mainstream lower end fashion brand. Equally you wouldn’t
see H&M start selling fishing gear as they are not an outdoor
sports market.

Spend time coming up with as many names as you can

and don’t worry about coming up with names that are bad.
It’s all part of the process to get your ideas flowing.

Once you’ve come up with a big list, it’s time to create

a shortlist.

CREATING YOUR SHORTLIST

It’s important to mention that you will not be able to

reflect everything that you want to in your brand name, it’s
just not possible. If your brand is a luxury one you may not
have a luxury sounding name, for example Gucci is a luxury
brand, but the word Gucci heard alone sounds more like
you’re speaking to a baby than about a high-end clothing
brand. On the flipside, their visual brand does reflect their
luxury nature in a more compelling way.

Generally, names need to be easy to spell, easily spoken

and short. There’s nothing more frustrating when you’re
looking for a brand that you’ve heard about from a friend
and you can’t spell their name or even remember the entire
name as it was too long. For big brands it’s sometimes okay
as they may have put millions into brand awareness. For
startups, you want to make it easy for the customer to know

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Unique Selling Points (usps) Don’t Exist.

who you are so they can find you.

Your brand name has two influential moments:

• The first time it’s seen/heard;

• The second time it’s seen/heard.

The first time you see/hear a brand name it needs to

be unique, capture attention and show you what the brand
is all about.

The second time you see a brand name it must reinforce

everything you’ve learned about it previously as a brand
name represents who you are to your customers.

A brand name is the only part of your brand that can

go anywhere; print, audio, video etc. so make sure that
the word(s) are a clear representation of who you are as a
company.

Once you have a short list of names conduct legal due

diligence checks to make sure that they will most likely be
available. Quick searches can bring up conflicts with:

• existing registered company names;

• registered trademarks;

• domain names;

• social handles.

At this point you will also want to make sure potential

names are not solely available in your country but in any you
wish to service. If any of those countries have a language
different to yours then conduct a check to make sure your
names do not translate into anything offensive.

You can conduct in-depth searches or hire a lawyer to

research the availability of these names in detail however
only do that once you have chosen a name as conducting
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 Unique Selling Points (usps) Don’t Exist.

searches on five names will of course cost five times as

much as just one. If it turns out that there’s a conflict, then
just go back to your shortlist to pick another.

After you’ve got your OESP and brand name decided

you’ll be armed with everything you need to start dominating
your market. All the preparation and work you’ve done to
create the product and brand have been approached from
the customers perspective; this is why you’ll dominate.

In the next chapter you’re going learn about how to

create a high converting listing. Similar to the previous
sections, you’re going to approach it from the customers
perspective.

If there’s just one lesson you pick up from this book,

let it be that you need to have genuine empathy for your
customers and to truly put them first at every turn.

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Unique Selling Points (usps) Don’t Exist.

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 08
CREATING THE
PERFECT LISTING
Creating The Perfect Listing

I
recently read a book called, “Insanely Simple” by Ken
Segall. Segall worked on the ‘think different’ advertising
Campaign for Apple and he was the person who named
the iMac.

He shares a story about a meeting he had with Steve

Jobs and their ad agency about a new ad campaign they
were working on for the debut for the first iMac.

Steve wanted to show the top 5 features of the iMac

in the 30 second ad slot as he believed they were all really
important points that the customer should know. However,
Lee Chow one of the leaders at the ad agency; Chiat/Day
was insisting that the entire spot was dedicated to just one
feature that they believed to be the most important.

After some debate Lee abruptly ripped off 5 pages from

his note pad and scrunched them up into balls. He took one
ball and threw it at Steve who caught it and threw it back.

“That’s a good ad,” said Lee

He then threw all 5 balls at Steve; he didn’t catch a

single one.

“That’s a bad ad,” said Lee

I loved this story as it shows that the more things

you ask someone to focus on the fewer they’ll be able to
remember.

It’s just like when you’re creating your images for your

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 Creating The Perfect Listing

Amazon listing as these are essentially, advertisements. Not

only do you have to make sure the customer can catch the
ball but you also have to be able to cater to the tiny attention
span of customers as they navigate online.

To explain to you just how short peoples’ attention

spans are and how quickly they make decisions based on
looks and looks alone, let me tell you a quick story.

I was at a mate’s house just the other day. He had just

split up with his girlfriend and thought it was time to get
back in the game, so he downloaded a popular dating app
for the first time.

I hadn’t used this app before, it didn’t exist the last

time I was single, but it was fascinating for me to watch him
swipe mostly left within split seconds of seeing these girls’
pictures. I mean, it was probably three swipes per second.
So, within a third of a second, he has made a decision about
whether this person is worth a cheeky swipe right. Our
ability to make decisions within split seconds is astounding.

Another great example is when my girlfriend scrolls

through Netflix just looking at the cover images and not
actually checking the title to see what the film is actually
about. We all do this. You make decisions every day based
on looks alone, so why would you expect the shoppers on
Amazon be any different?

The 3 steps to creating a killer product listing

• functional design formula;

• search engine optimisation (SEO);

• reviews.

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Creating The Perfect Listing

Look at the two images below, which one are your eyes are
drawn to most?

I now want you to think about why your eyes are drawn
to the one on the right.

Think about what part of the photo you’re looking at.

For example, are you looking at the phone screen, the box,
the bottle or the blue disk … or are you looking at all four?
My point is that the photo on the right is significantly more
interesting than the one on the left. So, when a customer
has these two options in front of them, which one do you
think they are going to choose?

You have to understand that 90% of the reason why a

customer will click on your product is because of the way it
looks. We are shallow beings and are driven mostly by what
we see, and this is where you can absolutely dominate the
market.

Before I move on to talk about the three areas that create

a killer product listing, I want to show you another image.

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 Creating The Perfect Listing

I am showing you this to explain that the human brain

is predictable, you can communicate in very specific ways
when you know how the human brain operates. Although
you aren’t going to be so obvious on your images, notice how
the thing you read first is the biggest and it’s highlighted
with the black stripe. You then move to the next biggest line
of text and then as you read left to right and up to down, you
see the bottom line, then suddenly realise there was one
more part to the photo and look up.
Remember, your brain is predictable. To create
images in this way, you use a method called 'the functional
design formula'.

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THE FUNCTIONAL DESIGN FORMULA

Your images are about 90% of the reason why a

customer will click on your product and buy it, yet many
sellers neglect this completely by uploading complicated,
confusing, and poorly designed images. As we’ve discussed,
people make decisions based on what looks good extremely
quickly, so when done correctly, you can really stand out
from the competition. However, when done badly, you’ll
struggle to make sales, and ultimately, you’ll be leaving
thousands of pounds on the table for your competitors to
pick up.

For a long time, I would struggle to communicate

functional design fully to my mentees, it was something
I knew for myself but couldn’t articulate. One day I went
to tackle this issue head on and I locked myself in my
office, got the Flipchart out and wrote on the board, “The
Functional Design Formula” For the next two hours I wrote
down idea after idea, just like how I’ve taught you to do
so. After getting fed up, I called up a friend and colleague
William Richards, owner of In A Nutshell Creative. William
is responsible for every image, logo, design element that
I use in my business, he knows my preferences inside out
and understands exactly how I operate when it comes to
communicating through design.

I shared my progress and told him that I wanted a

three-step formula to creating insanely high converting
images for your Amazon listing. I asked him to think back to
all the times he had worked on his own images and to think
about what are the three influential things that when put
together can be used as a weapon to convert customers to
buy.

He then said something that changed everything.

He told me, “Well, it’s really all about clarity isn’t it?”

At that point I had immense clarity and yet another Vu Jádé.

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I scribbled on the Flipchart these 3 words:

• communicate

• clarity

• consistency

After I wrote these down, my brain had a burst of ideas

as everything fell into place. I told William that I’d call him
back later as I need to get all these ideas onto paper before
I forget them.

Here’s how it works.

Firstly, you have to understand two misconceptions

that are common when people design their images:

• “If the images look good, then a customer will buy it.”

• “ If the image has loads of information on it, it is more

valuable.”

Before you move on understand that a ‘pretty’ image

doesn’t mean it is high converting. Some of the best images
can be ‘ugly’ however they convert at higher rates. Also
understand that each image has a very specific purpose
and too much information leads to indecision from the
customer.

COMMUNICATE

Ask yourself :

• what am I trying to communicate to the customer?

• why am I communicating it?

• does it help the customer?

Write down the answers now.

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WHAT AM I TRYING TO COMMUNICATE TO THE

CUSTOMER?
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
___________________________________________

WHY AM I COMMUNICATING IT?

_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
___________________________________________

DOES IT HELP THE CUSTOMER?

_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
___________________________________________

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Having done this you’d now have a clear idea of what

you want to communicate and why it’s important for the
customer. This step is influential as once you know what
your customers want, you can truly communicate with
them on a higher level.

Your next step is to write down a list of the top 3-5

features of your product in order of importance (Make
sure the biggest feature that differentiates you from the
competition it high up on the list).

LIST OF FEATURES
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
___________________________________________
Now allocate a feature to each one of the 5 photo spots
you have available on Amazon (Leave the 1st for your Hero
image and the 7th for a lifestyle image, this leaves you with
5 images out of the 7 available).

WHAT DO I INCLUDE IN EACH IMAGE?

Many sellers get this so wrong, and they try to jam as

much information into one image as possible as they think
that the more information that they give the customer, the
better the image will be. However, this couldn’t be farther
from the truth. On any one picture, you should only be
trying to communicate one feature – two at the most.

If you have four main features of the product, then split

those up into four images. This way, the customer flicks

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through them at about one image per half a second, then

they know exactly what the product is and what it does as
the images have communicated just one feature at a time
making it super easy for the brain to pick it up.

I have a great test for this.

Once you’ve had your images designed, bring them up

on your phone (always use a phone as most shoppers use
mobiles now), then give your phone to a friend who doesn’t
know much about the product. Ask them to scroll through
as they would if they were shopping. After they’ve scrolled
through ask them these questions:

• what is the product?

• what does it come with?

• what stood out to you?

If the answers you get are not what you were trying to
communicate, then you’ve got it wrong. You didn’t create
images that clearly communicated what you were trying
to say. So, you go back to the drawing board, you make
amendments, and you do the process again with someone
else.

This is also important for the order of the images.

IMAGE ORDER

When I was doing this process, I showed my images

to a few friends, but none of them were saying that one of
the main features was that the HydroFuel Bottle comes with
an app. I was shocked as there’s a whole image dedicated
to it. The issue wasn’t the image, it was the order as I had
that image last. Most people stop paying attention, or don’t
make it to the last image, so never know that it’s included. I
made one simple change and moved it from last to second,
just after the main image. I conducted the same experiment

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with different people, and all of a sudden, they started saying

that the bottle came with an app.

The smallest changes can have the biggest results, but

you have to do these experiments first. You have to test your
images and think about it always from the customers’ point
of view. I’ve been through many of my students’ images
before and just simply changing the order to align with the
most important features and splitting up some images that
had too much information can have meaningful impacts.
Some peoples’ business went from making two to three
sales a day to over 30! All from some subtle changes to their
images.

CLARITY

It’s great that you now have a really strong idea about
what you’re communicating to your customer and in what
order however if the customer doesn’t have clarity then the
features will be lost and you’ll potentially lose the sale.

The main questions we’ll be answering is this:

• how do I communicate my features at a glance?

• how do I make sure that the customer will understand?

This is broken down into 4 areas:

• what images to use

• the image layout

• the text layout and font size

• annotations and graphics

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WHAT IMAGES TO USE

As you only have a handful of photos to ‘wow’ the

customer you need to make sure they are used to the best of
their ability. One way to do this is by not repeating images.
Quite often I’ll see sellers that use the same product image
multiple times over a few photos. They think that they need
to show the main product photo in each image so that the
customer knows how good it is. However, as soon as you use
an image more than once it becomes a waste of space.

You need to use the real estate that you have in a smart
way, and duplicating images and having small changes or
additional features highlighted will not communicate the
features in the best way. Be sure that you don’t use the same
product photo twice.

Instead if you’re wishing to showcase a feature of the

product do not use the picture you’ve used previously but
use a product photo that showcases that feature. This could
be up close or from a different angle.

Finally, use high quality product photography or

3D renders so that your product images look high end.
By having high quality images, you build trust with your
customers and subconsciously it shows them that you’re a
trusted brand. Later on in this chapter I’ll tell you how to get
high end product photography arranged at a low cost.

IMAGE LAYOUT

Personally, I use a theoretical template when creating

images, here it is.

Image 1 (Hero):

Shows the main product and everything that comes

with it in one image. Make sure it looks lifelike in terms
of sizes of the different bundled items – just as if you had

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laid everything out on a table, everything is in proportion.

Where possible, use 3D renders if the product is suitable
for this. Make sure the product fills up around 80% of the
white area and put the product on a white background. This
image is most important as it’s the first image a customer
sees in their search results. Take screenshots of all of your
competitors’ images and then make sure yours stands out
from the crowd so that customers’ eyes are drawn to it.

Once you capture their attention, you’re one step

closer to capturing a sale.

To test your image, search for the product using the

main keyword, and take a screenshot of that page. Then edit
that screenshot and put your image as one of the search
results. Send this to a few friends and ask them which one
they would click on. Tally up the results, and if yours isn’t
getting the most ‘clicks’, then get back to the drawing board
again, make some changes, and repeat the experiment again
until your image is the clear winner.

You may be reading this thinking that you don’t need

to do that to know what looks good and while I appreciate
the ego… lose it. It doesn’t matter what you think about the
image; it only matters what customers think. Remember
that they are making subconscious decisions so when you
analyse the image with your conscious brain, you actually
have no idea what customers are seeing.
If you want to have success, more success, than all
of your competition, then you need to be conducting these
experiments until you’ve nailed it.
Trust me, you’ll thank me later!

Images 2–6:

This is where you split up your most important features,

going from the most important to the least.

You also need to think about what differentiates

your products compared to your competition as you need

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customers to know what makes you different as soon as

possible. So, your defining, unique feature should be the
second or third photo but no later. The way I like the think
about it is, if you were telling someone about your product
in person, what would you say and in what order? Then you
have to make sure your images reflect that.

Again, conduct experiments with this until it’s right.

Image 7+

On Amazon, you have the ability (at the time of writing)

to add up to nine images, however only seven are viewable
on mobile, and as most shop on mobile, I would focus on
seven. This is where you can add lifestyle photos. These are
just photos of the product being used in real life. Do not
use 3D renders or photoshop to superimpose your product
onto a random image. Customers can tell that you’ve faked
it, and you’ll lose your customers’ trust. For these images,
they must always be high quality, and they must clearly
show the product in use. The reason you do this is so the
customer can imagine what it would be like if they had the
product. It also will give the customer a better idea of the
size, colour, material etc.

Text layout and font size

At a glance your customers need to know what each

image is communicating, an efficient way to do this is use
titles on each image. To come up with the title think of the
simplest way to communicate the feature then if your title
is more than three words see if there are any words you
can cut out. This is because at a glance you can read three
words in a microsecond. Any more than five words then it
becomes a sentence that you have to read.

If you have bullet points or annotations keep this to no

more than three at a time and again keep the word count
to a minimum. If you can say it in less words, say it in less
words.

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For headings use larger or bold fonts and for keywords

make them bold to stand out. The reason you may want to
make keywords bold is because the readers eye will naturally
be drawn to them. If those keywords communicate the
feature then this will help the customer take in everything
you’re communicating at a glance as by showing them what’s
the most important, you’ve helped them take it in quicker.

Finally, do not use hard to read fonts. You need to make

reading the text on your images as simple as possible.

Annotations and graphics

Annotations and graphics are used to help customers

join the dots. So, if there is a particular feature you want to
pull focus to you can use a line or subtle graphic to pull the
focus of the customers eye to it.

Make sure that any annotations or graphics you use do

not pull focus from the product or main point of the image.
This means nothing over the top, in your face or so big and
bright that you can’t help but look at it. The perfect use of
graphics is when you don’t even notice they’re there.

CONSISTENCY

You may think that consistency is all about doing the

same thing again and again but actually for me consistency
is about how you become familiar in micro-seconds, or
how you create predictability with your design. For me,
consistency does not mean, ‘the same.’

Break this down into five areas:

• brand consistency

• colour consistency

• graphic consistency

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• layout consistency

• voice consistency

Brand consistency

Your brand is not what you tell yourself, it’s what your
customers tell you. This means that you can say you have
a ‘luxury’ brand, however if your customers don’t see that
then you don’t have a luxury brand.

When creating your images make sure that they all

reflect what you want your brand to represent. This may be
simplicity, luxury, convenience or enjoyment. Take influence
from similar companies that have a brand image similar to
what you’d like.

Colour Consistency

Pick your brand colours and stick to them. Try to stick

to 3 main colours (excluding Black and white).

Think about your brand image and use the colours

that best represents it. For example, a ‘old fashioned’ brand
image wouldn’t have super bright vibrant colours as they
would be out of place.

Your brain is wired to see contrast and things that stick

out so create contrast with your colours, use this to your
advantage to highlight features or things you want your
customers to pay attention to.

Graphic consistency

Remember that graphics and annotations are there

to help the customer join the dots, use them to direct the
customer to what you want them to see. Keep it simple
as it’s easy to over complicate, do this by using the least
amount of graphics as possible yet still be effective. Finally,
align the colours to make sure that the graphics align with
your brand image.

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Layout consistency

We’ve discussed layout in theory however before you

get your images made then I would recommend you create
an actual template for a designer to take influence from.
Remember that people (in the west) read from left to right,
top to bottom. Create a layout guide which shows where
roughly you want the product, the title, annotations and
text. It doesn’t t have to be beautiful, it is there just to help
the designer understand how you want.

Voice consistency

A brand voice is how you communicate through the

choice of words. Your voice shows the reader or listener the
attitude, values and personality of the brand. Think about
how your brand speaks so to align with its identity. For
example, you wouldn’t want to use a scientific voice for a
brand this is meant to be friendly and fun. When creating
any copy think about what words you use for example:

• be casual but not lazy

• professional but not bossy

• clinical but not confusing

• fun but not inappropriate

• conversational but not sloppy

• authoritative but not too serious

• confident but not cocky

So that you always align with your brand voice create a

simple brief where you can put all the do’s and do not’s. For
example:

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Voice Characteristic: Authoritative

Description: Your content should be well researched and

sound confident in its accuracy.

Do: Create detailed copy that reassures the reader that

you’re an expert

Do not: Sound too friendly, clinical or confusing

Voice Characteristic: Funny

Description: Our content is okay with making people laugh.

Do: Use humour with care

Do not: Be too weird or inappropriate

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VOICE CHARACTERISTIC:

_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
___________________________________________

DESCRIPTION:

_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
___________________________________________

DO:

_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
___________________________________________

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DON’T:

_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
_____________________________________________
___________________________________________
We’ve now covered the three steps to the functional
design formula; Communicate, Clarity, Consistency. As
promised here is a sneaky trick on how you can get high
quality images taken of your product without paying high
prices.

GETTING HIGH QUALITY PHOTOS AT A

LOW COST

It doesn’t have to be expensive to have photos taken,

sometimes you can do them yourself, but here’s an awesome
trick to get photographers and models super cheap. One
way you can get photographers and models is to Google to
find companies that do this; however, they often charge ten
times what you actually can get these done for. The way I
do it is far cheaper, it’ll take a little legwork, but in the long
term it’s preferred.

Here’s how you do it:

Step 1: Go onto Facebook and search in groups for

‘Photographers [Insert your location]’. For example, if you
lived in Cambridge, you would search for, ‘Photographers
Cambridge’, and join those groups.

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Do the same for ‘Models [location]’.

Step 2: After you’ve joined the groups, create a post like

this:

‘Hey everyone, I have a small company selling

[PRODUCT] and looking for a [photographer/model] on
[DATE] in [LOCATION]. I have a small budget and will need
you for [HOURS]. The shoot will be demonstrating the
product [go on to say what sort of images you want].

Please, can you comment with the link to your portfolio

if you’re interested and can make this date, time and location.

I will PM you if I am interested.

Thank you!’

Step 3: Go through the responses, check their

portfolios, and message the people who you think will be
good.

Step 4: Ask for their hourly rate, and if it’s too high for
you, say ‘thank you’ and explain what your budget is. Say if
they are happy to do it for that, then perfect, but if not, then
thank them for their time and move on to someone who
will do it. This may take some time just talking to people on
Facebook, but you will find people who are good and willing
to do it within your price range.

For example, for the HydroFuel photoshoots, I hired

about eight models paying between £20 and £35 per hour
depending on their portfolio. Now, you wouldn’t need eight
models, however, I went a little overboard as I was creating
content for social media adverts rather than just a couple of
images to go on Amazon.

I could have done this with one model and just one
hour of time, costing maybe £30 for the model and maybe
£30–50 for a photographer. In fact, when I released a new
colour, I just used my iPhone and me as the model. You can

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be thrifty, but make sure you value quality over everything.

Do not upload low-quality images onto your listing, ever.
If you need studio space, you can again go into these same
groups and put a post out looking for studio space. Many
people will have spaces that you can use at a fraction of the
cost compared to if you just used Google and searched.

SEO – SEARCH ENGINE OPTIMISATION

The first real step to this is understanding what

keywords are the most powerful for you. I guess even before
that, you need to know… ‘What is a keyword, anyway’?

A keyword is simply a word or phrase a customer would

type into the search bar to find your product.

As an example, if you wanted headphones you might

search for:

• headphones;
• Bluetooth headphones

• wireless headphones;

• over-ear headphones;

• over-ear wireless headphones;

• and so on…

Let me ask you some questions.

How does Amazon know to show your product to

customers when they search for it? Are there employees
sitting there manually doing this? Of course not. The key to
understanding the Amazon algorithm is to understand two
fundamental facts:

• Amazon’s goal is to provide the best service and

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products to their customers.

• Amazon is actually just a search engine for products.

When you search for a product, Amazon wants to show

you the most relevant products and ones that have the best
feedback, the most popular, and best value for money. That
is how they serve their customers, by providing them with
an exceptional service. To do this, they rank each product
based on numerous metrics. As a seller, you want to give
Amazon the best information about your product so their
algorithm understands exactly what your product is and
can display it to the relevant customers. That is why SEO is
so important. It is the optimisation of your product listing
so it can be found via searching.

There are two places where Amazon take the bulk of

their data from your listing.

• your title;

• your search term keywords.

Have you ever been looking at Amazon and seen a title

like this?

Did you ever think, why can’t they just have the title as
‘Bluetooth Headphones’?

The reason why all good sellers have titles like this is
that Amazon looks at your title for an indication about what
your product is.

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For example, if you’re selling wireless headphones, you

probably won’t find ‘Pokémon Cards’ in the title.

SEO isn’t something just for selling on Amazon. If you

have a website, a blog, a YouTube video, or basically anything
else that is searchable online, you’ll want to know what SEO
is and how you can use it to your advantage.

Secondly, there is an investible area within Amazon

where sellers can put their most powerful keywords. This
isn’t visible to the customers, but it is visible to Amazon. The
keywords you enter work in exactly the same way as your
title, so if you get these wrong or simply don’t fill them out,
you’re leaving thousands on the table.

In essence, the greater number of keywords you rank

for, the more searches you show up for. The more searches
you show up for and the higher you rank for those keywords,
the more money you make.

We can use keyword tools freely available on the

Internet for ideas on what customers are searching for,
however, if you want the exact numbers, you can use paid
services like keywordtool.io or helium10.com. Both of these
offer keyword finding tools where you type in a keyword,
like ‘headphones’, and it will show you all the ones related to
it and even show you how many people are searching each
month!

Once armed with this data, you can go on to create a

listing that is jam-packed full of the juiciest keywords so
now Amazon will know exactly who to show your product
to when they search.

HOW TO GET REVIEWS ON AUTOPILOT

Reviews are the lifeblood of any business, and that’s

never been truer than on websites like Amazon. There are

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a few areas that pretty much every customer looks at when

searching for a product to buy:

• pictures;

• price;

• reviews.

If you have wicked images, a price that shows great

value for money, but bad or no reviews, then your business
is doomed. Even if you have hundreds of amazing reviews,
customers will always want to see the 1-Star reviews, so
they know what happens when you get it wrong or when a
customer feels like you’ve done wrong by them.

We are going to discuss how to ethically get reviews

for your product and how to handle complaints when they
eventually do come in. This means that you’re going to be
getting tonnes of positive and real reviews, and you’ll also
have great responses and approach to customer service
when things aren’t going as well.

HOW TO GET REVIEWS ON AUTOPILOT

Unfortunately, there are many people out there that

are happy to wear a black hat (a hat worn by those who are
bad) when it comes to getting reviews, and you will see this
happen in nearly every business where reviews are public
facing. Amazon and other sites are cracking down on fake
reviews, so this is how you ensure that you are not affected
negatively by this. In fact, if you approach getting reviews
in the way I’m about to show you, any efforts Amazon take
to remove fake reviews will only help you and hurt your
competition!

DON’T SELL BAD PRODUCTS

We’ve discussed quality earlier in the book, but this is so

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important with getting positive reviews. Even the smallest

issue can take a 5-Star down to a 1-Star.

Have you ever been to a restaurant where the food was

incredible, the service was quick, the bill was reasonable,
but there was draft coming in from an open door that ruined
your whole experience because you were cold? Of course,
you may not have had this exact experience, but you get my
point, right? Even if the product is perfect, just one thing
can turn a promotor into a detractor. This can be something
as simple as the corner of the package was bent, or it arrived
two hours late.

Fortunately, if you’re selling on Amazon and you get

any issues like that, Amazon takes the blame for it, removes
the review, and if the customer is refunded, Amazon will
reimburse you for the product that they damaged. However,
what happens if the product had a scratch, or worse, there
was a fundamental quality issue with the product where one
out of every 10 customers had an issue?

The first step is having a great product that’s high

quality that customers will love.

This may not be true, but I was told that Apple has
a team of people that are just there to test the ‘unboxing
experience’ of their products. Think about it; they want the
first experience with their new product to be as happy as
possible. However, a lot of the stuff you order online comes
in a jiffy bag in a brown box with no packaging which doesn’t
lead to an incredibly fulfilling unboxing experience.

Something you can do very easily is to have custom

packaging that is designed to a high standard so that when
a customer receives your product, they are happy straight
away, even if there were a few hiccups. What you’ll find is
that people can tell when care has gone into the design of a
product and it’s packaging, and their response and attitude
towards you will change. They will respect you more as a
company. If your product arrives with no box, no branding,

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and is broken, the customer will get annoyed at the faceless

organisation and will happily complain to teach you a good
lesson.

Once you have approached your product with intent

with the customer in mind, you’ll find that customers will
simply email you (because you’ve put your details on the
box).

You can then move onto step two.

Have great support

Support is what all customers want. They want to know

that if they have any issues, you’ll be there, and you’ll want
to make it right.

Personally, the support of a company can completely

change how I feel about their product. I can very quickly
go from a fan of the brand and company to a complete
hater to then boycotting them completely. This issue can be
resolved so easily, yet many people completely overlook it.
Here’s how you do it in two steps:
• have easily accessible contact information;

• use the ‘Acknowledge, Align, Assure’ strategy.

HAVE EASILY ACCESSIBLE CONTACT

INFORMATION

Pretty self-explanatory right? All you have to do here

is have your contact details on the product packaging or a
product insert that is EASILY accessible and not hidden in
some fine print on the back of an instruction booklet. It can
be small, that’s fine – but not hidden, that’s not fine. Laws
may be different in your country, but as a rule of thumb, it’s
always best to have at minimum your business email and your
registered business address along with company name and
company number. Do not have [email protected]. Instead,

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create a proper email like [email protected] If you have a

product insert (just a card, piece of paper, or booklet) then
be sure to clearly display your contact information there
too and invite customers to email you with any concerns no
matter how small.

In a moment, you are going to look at asking for reviews,

part of this is reaching out to the customer first. This is so
they have your email so they can easily respond to you with
any questions or concerns.

USE THE ACKNOWLEDGE, ALIGN, ASSURE

STRATEGY

If you’ve ever worked in customer service or in a

customer-facing role, you should have already been taught
this strategy or something like it. This strategy is a way to
disarm an angry or upset customer within just a couple of
sentences. It’ll show them not only that you’ve heard their
issue, but that you understand it and there is a resolution.

All customers want to be heard, and they just want the

company to empathise with their situation. Also, they want
a quick and efficient resolution so they can get on with their
life. If you ever get any concerns, complains, issues, angry
customers, or anything that isn’t positive, use this three-
step strategy.

1. ACKNOWLEDGE
This tells the customer that you’ve heard them and
understand their issue.

For example:

Customer says: ‘The product arrived, and within one

week, it broke’.

You say: ‘I understand that you’ve only just started

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using the product, and it’s broken within the first week.’

All you’re doing is repeating back to them what they

just told you. Not word for word, but in a conversational
and normal way. This is so important as a customer wants
to know that you understand their issue fully.

2. ALIGN
This allows you to empathise or sympathise with your
customer’s situation, so they know that you know how it
feels.

For example:

Customer says: ‘The product arrived, and within one

week, it broke’.

You say: ‘I can image how frustrated you are, no one

likes it when something you’ve only just started using breaks
so quickly’.

Or, you could say: ‘I know exactly how you feel as I just
had the same thing happen to me with a new [product] I
just bought.’

This shows the customer that firstly, you’re a human, not

some cooperate drone just copy-and-pasting a response. It
also shows the customer that you feel for their siltation as
you’re aligning their experience with one that you’ve had.
This helps disarm the customer as then you’re both on the
same side rather than you being on the opposite side.

3. ASSURE
This is when you assure the customer that there is a
resolution and where you can provide the resolution.

For example:

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Customer says: ‘The product arrived, and within one

week, it broke’.

You say: ‘Don’t worry though, I assure you we’ll get this
resolved for you nice and quickly. I’m going to arrange for
a replacement to be sent out to you ASAP free of charge.’

This now tells the customer what the resolution is in a

way where they don’t have to worry about it any longer. All
you are trying to do with this strategy is to fix the issues as
quickly as possible, but at the same time, you are making the
customer feel good about it – like they are a valued customer
and that you truly care about them and their experience.

What you’ll find is that those customers that were

super grumpy then will be the ones that turn around and
actually apologise to you for being so short with you. They
will commend you on your customer service, and, best of
all, most of the time, they will leave 5-Star reviews!

Let’s look at this all together as part of an actual reply:

Customer says: The product arrived, and within one

week, it broke’.

You Email:

Hi there [Customer’s Name],

I understand that you’ve only just started using [the

product] and it’s broken within the first week. Please first
accept my sincerest apologies as this is the last thing I want.

I know exactly how you feel as I just had the same thing
happen to me with some new headphones I just bought,
but don’t worry though, I assure you we’ll get this quickly
resolved for you.

I’m going to arrange for a replacement to be sent out

to you ASAP free of charge. Are you able to confirm where
you want it sent, e.g. the same address as before, or maybe

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a work address?

How does that sound?

If you have any questions, please do not hesitate to let

me know.

Kind regards

[Your Name]

If any customers do not appreciate that response,

then they are truly a miserable person and you can’t help
them. But for 99% of your customers, this response will be a
breath of fresh air compared to the canned and personality
lacking responses they are used to getting.

Those are the things you need to have first, but to

actually get the reviews you need to ask for them! Very few
customers will leave a review if unprompted. We all have
busy lives and leaving a review for you isn’t ever going to be
on their to-do list.

ASKING FOR REVIEWS

Unprompted, the only reviews you’ll get are the

negative ones. People love a good old moan, and people love
a good old moan even more online where they can sit at
their keyboard furiously typing like their life depended on
it. To combat this, you are going to use your exceptional
customer service writing skills to persuade your customers
to leave positive reviews and to contact you first with their
negative experiences.

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I use email follow-up sequences to achieve this. The follow-

up is a sequence of four emails that are automatically sent
to the customer upon specific triggers. These triggers are
as follows:

• when the product is dispatched;

• three days after delivery;

• two days after the previous email;

• two days after the previous email.

I’ve tested variations of these emails, the times they are

sent, the subject lines, and have put a great amount of time
into these. It wouldn’t be fair for me to just give away all my
hard work and just let you copy and paste it right? Well as
life isn’t fair, I’m going to do exactly that.

Here are the exact emails I send in the follow-up

sequence I use to get reviews. Feel free to take inspiration
from them – or just steal them. Either is 100% okay.

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Email 1: When the product is dispatched

Subject line: ‘ Super-secret information about your

order…’

Message Body:

‘Hi {{ Buyer First Name }},

Thank you for your recent purchase of your brand

new HydroFuel™ Sports Water Bottle.

I just wanted to email you to let you know that

your Bottle has been shipped and to also send you
your Hydro-Infused Fruit Infuser eBook via email
(attached). We’ve also added a Care Guide to the end of
the eBook, be sure to check it out!

Our customers’ satisfaction is our number one

priority, so please let me know if there is anything that
you can do to improve your experience. (We’re not
happy unless you’re happy.)

In the meantime, feel free to track the progress of

your order from this link: {{ Tracking Link:Tracking Link
}}

Thank you again!

Amy

The HydroFuel Team’

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Email 2: Three days after delivery

Subject Line: ‘ Did your next-door neighbour steal

your parcel…’

Message Body:

‘Hi Again {{ Buyer First Name }},

As it has been a few days since your HydroFuel

Bottle arrived, I just wanted to check to make sure it
arrived okay, in one piece, and exactly as expected.

As a small UK brand, I am competing against

very large overseas companies, so I am following up
on every order to make sure everything was delivered
safe and sound.

Please let me know if there are any issues at all,

and I will make sure to set things right

Our small team at HydroFuel works really hard

to make our customers happy, from education and
awareness to producing high quality, reliable, and eco-
friendly products.

If you’ve got a moment, we’d love to hear your

feedback. We’d also love it if you could include a picture!

{{ Product Review Link Stars }}

Best wishes,

Amy

The HydroFuel Team’

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Email 3: Two days after previous email

Subject Line: ‘ Fancy A 15% Discount Code? ‘

Message Body:

‘Hey {{ Buyer First Name }},

We again wanted to reach out and offer you a 15%-

Off Discount Code if you’d like to purchase a brand new
HydroFuel Bottle for any of your friends or family as a
gift!

If you’re interested, simply reply to this email

letting us know, and we’ll send you a code that you can
use. No strings attached!

Selling on Amazon is what we do for a living to

support ourselves, Product reviews are very important
to the success of our business, but only a few customers
leave them.

If you’re HydroFuel Bottle made you happy … and

hydrated … it would mean the world to us if you could
take just one minute to help share the love by leaving
us an honest review.

Even if you don’t have time to spare to leave us a

review, we still want to extend a big THANK YOU to you
for helping our business grow!

{{ Product Review Link Stars }}

Thank you again for being one of our amazing

customers!

Amy

The HydroFuel Team’

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Email 4: 2 days after previous email

Subject Line: ‘Don’t keep it bottled up… ’

Message Body:

‘Hey {{ Buyer First Name }},

By now you’ve had a good amount of time to try

out your HydroFuel Bottle! I just wanted to check in
one last time (I promise) and make sure everything
went perfectly.

If you have any questions, issues, or would like

the 15%-Off Discount Code for another one of our
HydroFuel Bottles I mentioned in my last email, please
feel free to simply respond to this email letting me
know, and I will personally get back to you ASAP!

If everything went as it was supposed to go and

you ARE happy, it would be amazing and mean so much
to us if you could spare one minute, click the stars
below, and let us know about your experience.

{{ Product Review Link Stars }}

Thank you again. We really do appreciate it!

Amy

The HydroFuel Team’

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There’re a few key things I’d like to point out about these
emails that really work to help conversions.

THE SUBJECT LINE:

This must be eye-catching. Test these subject lines in

your inbox and see how you respond to them. A great tip
is that next time you scroll through your inbox, just take
note of what subject lines grab your attention and get you
to open the email. Try adding an emoji but be careful not to
overdo it.

Personally, I like to try and add a sense of light-

heartedness to my emails and subject titles. This may help
your customer form a bond with you and your brand, so
they see you as approachable rather than a boring company
that they see every day that probably won’t listen.

ASK QUESTIONS

You are far more likely to get a response from an email

if you ask a question. It seems silly when you think of it,
but often companies just tell you information and never ask
a question to solicit a response. If you can get a response,
then you are one step closer to a 5-Star review, as now you
can charm your customer and nurture them at every stage.

YOU AREN’T A LARGE COMPANY

Let the customer know that you’re a small company

just trying to create good products. Everyone loves local
businesses, so lean into that and let your customers know
more about you!

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VALUE THE CUSTOMERS TIME

Getting a customer to do a review is a pain for them.

It takes time out their day, so you better be extremely
appreciative if a customer does go out their way to help you.
They do not have any need to leave reviews. Doing so won’t
change their life one bit, so when you are asking for reviews,
value the time of the customer.

ALWAYS HAVE A CALL-TO-ACTION AND LINK

What’s the good in asking for a review but having no

link to do so? Or equally, having a link to do so, but no
instructions to click it? You have to have both. Always have
a call-to-action and a clear way in which the customer can
take the exact action that you want them to take.

SIGN OFF YOUR EMAIL

I do not know why this works, but when I started to

sign off my emails as a girl rather than a guy, the replies got
more numerous and the reviews did too. For all of you that
are fortunate enough to not have to pretend to be someone
you’re not, then that’s perfect. However, for me, I always sign
off these emails as ‘Amy’, the customer support superhero
that can defuse any situation.

Out of all of these, I believe the subject line has the most
impact because if a customer doesn’t notice your email, they
won’t click it, and if they don’t click it, they cannot read it!

I get so many replies from this email sequence,

especially to the second email where I ask about their
neighbours stealing their parcel in the subject line. People
love it, and it allows them to really picture it. I get customers
tell me that they have really nice neighbours, and then I can
tell them that they are lucky because mine are always up
to no good. This creates an incredible rapport with your

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customers, so the more obscure and interesting you can

make it, the better.

Try your hardest to create subject lines that create

interest within your customers. You want to spike their
interest, so they engage with your business. If you can do
this, then you’re onto a winning formula.

When you combine the three elements of incredible

images, a fully, search-engine-optimised listing, and a tonne
of killer reviews, you’ll have yourself a listing that will really
dominate over your competition. Do not underestimate
how impactful these things are. Many sellers, not just on
Amazon but all over the Internet, never put in enough effort,
not because they don’t want to put effort in, but because
they have no idea of how the mind of a customer works.

Simply by reading this book and getting to this point,

you’re already ahead of 90% of the competition.

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 09
LAUNCHING
YOUR PRODUCT
INTO THE
STRATOSPHERE
Launching Your Product Into The Stratosphere

T
he best and simplest way to think about this is by
using a rocket launch as an analogy. Maybe this is
where a ‘product launch’ gets its name.

Why do you think a rocket needs to burn 11,000 pounds

of fuel per second to take off? It’s quite simple. It’s because
the rocket is firstly at standstill, its velocity is zero, and
needs to get to around 17,600 mph to enter orbit which only
takes around two to three minutes. The second reason is
that it has the whole world is trying to pull it back down
because of gravity.

So, to launch a rocket, you need to use fuel to increase

velocity.

To launch a product, you need sales to increase your

rank.

Before you start selling your product, it has zero sales

and you want to get it to a point where it’s generating 10, 20,
50, 100 sales a day, so, just like a rocket going into orbit. you
need to fuel your product.

There are four types of fuel I like to use:

• reviews;

• PPC (Pay Per Click);

• giveaways;

• social media.

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Just as a rocket needs to be going around 17,600 mph

to enter orbit in around two to three minutes, to launch a
product and get it ranked on page one for your search term,
you need to have sales velocity plus at least a seven-day
consistency.

HOW DO YOU CALCULATE HOW MANY SALES YOU

NEED TO MAKE?

If your top competitors are doing 20 sales a day, then

you need to be doing over 20 sales a day for around seven
days, and you’ll then rank above or close to them in the
search results. The trick is knowing how to get these sales
when previously you had zero customers.

REVIEWS

We’ve spoken about reviews and their importance, and

this is never been truer than when launching a product. If
you have zero reviews or even just a handful, it’s just like
having a rocket ship that’s not finished. It launches, and
soon after launch, it would blow up into a million pieces.
Maybe not so catastrophic, however, there is no point
going through the next three sections as if you don’t have
any reviews, then your product will quickly fail as potential
customers do not trust it because of the lack of social proof.

Personally, I would look to get around 10+ reviews

on your product before your official launch. However, be
careful as there are various rules Amazon sets regarding
reviews which, of course, change, so I would always check
their terms of service to make sure you’re aligning fully with
them.

A misconception here is that a launch is when you sell

your first product, however a launch is a date you choose at
which point you’ll put all your efforts into driving traffic to

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your listing. The pre-launch is when you can get a few sales
and start getting reviews that you’ll need for your official
launch date.

We know how important images are to customers

making buying decisions. An incredible strategy to help
customers convert is to get images in the reviews. You’ll
notice in my email follow-up sequence, I actively ask
customers to upload a photo with their review. What you
must realise is that your first reviews on your product
will probably be the most popular ones known as the ‘top
reviews’. So, you want to make sure they are thorough and
not one-word reviews, and they have images attached to
them.

Lastly, make sure that before you launch, your email

sequence is live and ready to go, so when you start driving
sales to your product on day-one of your seven-day launch,
you have emails ready to be sent out immediately.

PPC (PAY PER CLICK)

Advertising makes the world go around. If there’s one

skill that I believe will make you successful in any business
you have, it’s knowing how to advertise. Fortunately for
many you, most people are confused by advertising. They
make mistakes and then claim, ‘It doesn’t work’. This is
perfect as that’s how you can stand out and make an impact!

‘PPC’ stands for ‘Pay Per Click’ advertising. This is

exactly what it says on the tin. Every time a customer clicks
on your advert, you pay. The terminology used can be
confusing so before I move on I’ve picked out some of the
most important terms you’ll need to understand.

BID

A bid, or a keyword bid, is the amount you’re willing to

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pay for a customer to click on your advert. Think of this like

an eBay auction where the higher you bid, the more likely
you are to win the auction.

BUDGET

Your budget is how much you’re willing to spend on

any particular day. If you set a budget of £10 per day, then
you will spend no more than £10 in that day.

AUTOMATIC CAMPAIGN

This is where Amazon will use their algorithm to place

bids on relevant keywords based upon the data it has about
your listing.

MANUAL CAMPAIGN

A manual campaign is when you are telling Amazon

exactly what keywords to bid on and how much to bid. You
are in control of all variables.

EXACT MATCH

An ‘exact match’ keyword is where you create a bid for

a keyword, and to show the advert, a customer would have
to search for that exact keyword or phrase. For example, if
the keyword you entered into your campaign was, ‘wireless
headphones’, then that advert will only show to customers
that search for ‘Wireless Headphones’ and not for any other
keywords or keyword phrases.

BROAD MATCH

A ‘broad match’ keyword is where you add the keyword,

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and then Amazon will show your advert to searches that

are similar, related to, or synonyms for the keyword
that you entered. For example, if you entered ‘wireless
headphones’, your ads might show for customers that type
in, ‘wireless earphones’ / ‘Bluetooth headphones’ / ‘over
ear headphones’, etc.

PHRASE MATCH

This is where Amazon will add keywords before and/

or after the keyword you enter to create a phrase. Also, they
would not split up your keyword. For example, if you used
‘wireless headphones’, Amazon would not add in a keyword
between ‘wireless’ and ‘headphones’, but they would add
in keywords before and after, for example, ‘black wireless
headphones for men’.

PLACEMENTS

A placement is defining where your advert is shown.

All advertising platforms will have these, as ads are shown
in different places. On Amazon, you can show up not only
for search but also on other sellers’ listings that are similar
to yours. So, not only can you have your ad shown when
customers search for a product, but you can have your
advert shown directly on your competitions’ listing.

When I’m asked, ‘What type of campaigns do you run –

broad, phrase, exact, placements, etc.?’ My answer is simple,
‘You want to run all of them.’

When starting out. you need to gather data, so you know

actually how customers are searching, what ads convert to
sales, and what ads are not converting to a sale. The more
data you have, the better you can optimise your advertising
campaigns. This is why you always start with Automatic
campaigns and Broad- and Phrase-matching campaigns as
this allows Amazons’ advanced algorithms to show your ads

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to relevant customers. Once you have a couple of weeks’

worth of data, you can then optimise. This is the simplest
way I can explain how to do this.

• every week get an export of your advertising results

• find keywords that are converting profitably

• make a note of them including your bid for that

keyword.

• create an exact match campaign

• Target the converting keywords at the bid you know

is profitable

• over time adjust the bid to see if lowering or increasing

it will drive more or less sales

• make a list of all the keywords that are costing you

money and not making sales

• add them to the ‘Negative Keyword’ field. (this tells

Amazon that you do not want your ads showing to
customers that search for that keyword).

The combination of focusing on the keywords that

do convert and removing the ones that don’t is the key to
optimising your campaigns.

To finesse the optimisation over time, you will be

adjusting the bids on the keywords to find the ‘Goldilocks
Zone’ for each keyword where it is providing the most sales
possible per day at the most profitable cost. Of course, it
is important to learn how to do this yourself, however
once you have your system set up and it’s working, I would
advise you to hire a freelancer that can spend a few hours
each week optimising your ad campaigns to reduce ACOS
(Average Cost of Sales) and to increase revenue.

You may think that this will cost a lot, but you can get
this from around $5 to $10 per hour. To get the best value for
your money, I use a website called upwork.com. You create

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a job, and freelancers will apply for the job. You can then
screen them and hire them. All payments are done through
Upwork so both you and the freelancer are protected. My
tips for finding freelancers is to create a job with a small
budget, around $5 an hour and up to five hours per week.
By doing this, you will push away all the freelancers based
in the UK, US, etc., as they generally will not work for this
amount. However, you will open up applications from places
where the average living wage is significantly less, therefore,
the $5 is proportionally worth more to them.

The common misconception when I tell people how I

do this is that surely, if you pay them less, they do a worse
job. This couldn’t be further from the truth. In fact, some on
my best freelancers are based in India, the Philippines, and
Brazil. They all do incredible work, maintain an extremely
high standard, and all have an incredible work ethic. The key
is that you have to check their previous work and make sure,
like any freelancer, it’s good!

By doing it this way, you can save yourself three to four

hours a week of optimisation and only have to give up $30-
50 of profit. For me, this is a no-brainer!

GIVEAWAYS

Doing product giveaways is my least favourite method

to get initial sales because you’re giving away valuable stock.
A giveaway is where you create deep discounts on your
products so that they are just a couple of pounds, meaning
that they are an easy sell as the cost is far lower than the
value of the product. You can use services like Viral Launch
among others to do this, but I would approach your launch
by only using giveaways as an option as part of your strategy
to rank. With only using giveaways, you have to give an
undesirable amount of stock away for next to nothing.

The idea is that Amazon sees a sale as a sale rather

than how much is being made from the sale. So, if you are

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doing 20 sales a day from giveaways (20 close-to-free units),

then Amazon sees this as you’re making 20 sales. If your
competition is only doing 15 a day, then you’re likely to rank
above them in the search results. Of course, giving away
20 units a day over a minimum of a 7-day window, you’ll be
giving away around 140 units.

While I do condone the use of giveaways, I would have

them as an additional tool you can use to add to the launch
success.

SOCIAL MEDIA

Using social media can be a critical asset to your

business, not just at launching phase, but throughout the
lifecycle of the product or business. The other strategies
can be done fairly quickly, however setting up and building
a social media following, or using adverts, is a longer-term
plan and will take longer to create. However, the upside to
social media is not just the fact that you can gain very broad
exposure if done correctly, but for the most part, its 100%
free!

I could write a whole book just on social media, and

maybe I will, however for this section, I want to go over the
three main focus areas for you launching a product:

• building social platforms;

• offering discounts;

• leveraging influencers.

BUILDING SOCIAL PLATFORMS

The beauty of social media is that most platforms

are free to use which is great for you as you can get free
exposure for your company. Before starting, I would always
focus on one social media platform as your ‘main’ platform,

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then have the others that support the first. For example, I
have my YouTube channel, which is my main platform for
delivering content, and then I have Facebook mainly used
for community and support, and Instagram for day-to-
day updates. Each platform has a unique use which makes
them great to better understand where your customers are
hanging out online.

If they are searching on YouTube, then that’s where you

want your brand to be. If they are in Facebook groups, then
that’s where you want to be. Find your customers and then
create a social media presence around the platform they use
on a daily basis. Think of it like this, would you post pictures
of your home accessories on your professional LinkedIn
account? Of course you wouldn’t, as the audience isn’t the
right one. So, before you start creating loads of different
accounts, first think about what platform is best for you.

OFFERING DISCOUNTS

Now that you’ve built a social media following, you

can start to introduce that you’re launching a product.
You can start capturing emails in lead-up to the launch by
offering a discount code. People love a good discount, and if
you’ve done a good job at growing a targeted, social media
following, then these people should jump at the chance to
get a discount on a product they would clearly want.

I would recommend you set up a simple website where

you can capture the customer’s email address. This is so you
can send them the discount code and link when you launch,
but also you can market to the customer via email for free!
Do not underestimate your email list, and giving discounts
is great way to get them.

You might be thinking that I just said doing giveaways

isn’t ideal. The good thing about building a social presence
is that you can give a launch discount of 50%, break even
so that you can drive sales, and not lose any money on

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fulfilment fees! Simply work out your break-even cost, then

you know exactly how much you’ll be willing to give away
when the time comes.

In conclusion, the key with your product launch is

to focus all your efforts to drive as many sales as possible
within a seven-day window so that you can start to rank on
Amazon. As soon as you have ranked for your main keywords
and you have a high-converting product listing, you’ll start
to get organic sales.

A couple of notes before I move on. Firstly, if you don’t

have a high-converting listing, it may be a lot harder to
maintain your position, however if you follow the lessons
taught in this book, you’re going to be ahead of most sellers
out there. Secondly, when you go to launch, pick a date
once your stock is at Amazon’s warehouse, you have some
reviews, and everything is set to go. Don’t think that as soon
as your stock is sellable you need to go and launch the same
day. Take your time and get it right … once.

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154
 10
HOW TO GO
FROM A FIVE,
TO A SIX, TO A
SEVEN FIGURE
COMPANY
How To Go From A Five, To A Six, To A Seven Figure Company

W
hen I first started, I had goals of making just
an extra £500 per month, and at the time, that
seemed like a life-changing amount – and it was
for me back then. For a long time, I was hungry to get to
the magic £10,000-per-month landmark, and I was pushing
forward relentlessly for this. It took quite a few months to
get to that point but after hitting that £10K and just a couple
months after that I was hitting £20,000 per month just 6
months later, I was doing over £60,000 in just 30 days.

What on earth happened? How did I go from making

nothing to making tens of thousands of pounds each month?

The key to all of this was that I focused on progression,

moving forward and not looking back. I reinvested money
back into my companies rather than letting it just build up.
But what you realise soon after making these amounts is that
it’s not about the money. For me, it’s about the progression
and the impact that money can make.

For you at the moment, you may be reading this, and

you’re at zero looking to get to £1,000 per month. You may
be at £10,000 and looking to get to £50,000 per month. You
have to learn how to use your time and money wisely so
that one day you can use the money to buy the things you
want, to give to the causes you believe in, and generally do
whatever you want with both your time and your money.

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HOW DO YOU GO FROM A FIVE- TO A

SIX- TO A SEVEN-FIGURE COMPANY?

Like the foundations of a house, you probably won’t get

to six and seven figures unless you have solid foundations.
For us, this will be having a good product, understanding
your customers, and creating an incredible experience for
them. If you have these foundations, then scaling becomes
far easier. If you’re at the point where you’re scratching your
head as to how to improve your foundations, then maybe
you’ve missed a few chapters. I’d consider re-reading the
book!

Let’s assume you all have taken these lessons on board

and wanting to scale. There are really just 4 steps to growing
your business:

• reinvesting profits;

• optimisation;

• more customers;

• more products.

REINVESTING PROFITS

Albert Einstein is said to have called it ‘the most

powerful force in the universe.’ He was talking about the
power of compounding. Your goal is to scale your business,
and to do that, you need to buy more stock to sell. To buy
more stock, you need more money. You get that money from
your profits. If you were to not reinvest that profit and use
it for something else, then you simply don’t have the money
to buy more stock. .The knock-on effect is that if you don’t
reinvest your profits, you’ll have a smaller amount to use for
future profits, and this compounds over time.

So, let’s do the math …

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Example:

Reinvesting your full 30% profit margin:

• your landed cost is £2 per unit, and the product sells

for £10.

• the first order you buy 500 units costing £1,000.

• you sell all 500 units and make £5,000 in sales.

• at 30% profit, you make £1,500 profit, and you get

back your £1,000 you initially invested.

Now, you have (£1,500 + £1,000) £2,500.

• with this £2,500, you can afford to buy 1,250 units at

£2 each which will generate £12,500 in sales with a
profit of £3,750.

• adding on your initial stock investment of £2,500 you

now have £6,250.

OR …

If you reinvested just 10% of your profits over the same

cycle of orders for three stock orders, you would have just
£3,375 compared to £6,250 if you had reinvested 30% rather
than 10%. That’s around twice as much money available for
growing your company. This is only after three reinvestment
cycles. Imagine what it would get to after ten or twenty
reinvestment cycles!

This is how you go from investing just a few thousand

at the start to making hundreds of thousands in the future.

When you’re considering taking money out your

company for paying for a holiday or buying new Gucci
trainers, just think about how much you could make that
money into if you just reinvested it back into your company.
I’m not saying don’t enjoy your money. All I’m saying is be
aware of what happens to your growth potential when you

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start spending instead of re-investing.

OPTIMISATION

We’ve spoken about attention spans earlier in this book,

and I told you about a story where my friend was swiping
through Tinder at astonishing rates.

There’s actually a lot you can learn from Tinder, as

without knowing it, for anyone that uses it, they are normally,
constantly working on their optimisation. There are a few
areas you can edit such as the images and the bio section,
and as anyone that uses Tinder or any dating app will know,
these are crucial to a successful … I was going to say ‘love
life’, however, I think … ‘hook-up’ is probably better suited.
You may simply change your first image on your profile, and
you may get better or worse results. If you get less interest,
then the picture isn’t as good, right?

Selling on Amazon and scaling on Amazon are just as

shallow. So, how do you continue to optimise over time to
get more ‘hook-ups’?

We optimise everything!

Not just your images, but your SEO, your advertising,

your listing copy, applying for brand registry, adding
variations, and a lot more ... Your goal is to get the highest-
converting-product listing possible, and unfortunately this
takes time. In fact, I advise people only make one or two
changes and then track the results for one to two weeks
before making a decision as to if it’s worked or not. The
reason why I say make only a small number of changes is
that you need to be able to monitor what exactly worked
and what didn’t. If you go changing everything and your
conversions decrease, then how do you know what caused
the drop off? However, if you’ve only made one change, you

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know that it’ll be down to that so you can back it out and try
something else.

Some people don’t actually track the results which is

madness. When you make a change like editing your first
image or making a PPC change, then you need to be able
to monitor it and have tangible results to reflect upon.
Let the numbers do the talking, and if after two weeks the
numbers are telling you that it’s working, keep that change.
If the numbers tell you that it’s not working, go back to the
original, but only if the data tells you that.

Quite often sellers will make a change, and the next

day the sales shoot up and they email me saying, ‘OMG, this
is amazing!’ However, that spike in sales can be completely
unrelated to the change they made. The next day, they
could have the worst day they’ve ever had and then think
that the changes didn’t work. All these ups and downs can
really mess with your decision making. Instead, what you
need to do is look at the change over a longer period of time
as sales throughout the week will fluctuate due to things in
and out of your control. After two weeks, you can compare
the week-on-week differences, and then you can make an
informed decision as to if the changes had a positive or
negative impact.

Remember, let the numbers do the talking!

Here are some of the things you may want to optimise.

FIRST IMAGE (HERO IMAGE)

Create variations of your first image, use the experiment

I showed you earlier in the book first, then once you have
created what you think to be a more eye-catching image,
replace the one you have and see if it helps the click-through
rate. This can be literally the make-or-break change because
if you’re getting clicks, then those clicks will turn into sales
and money in your pocket.

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THE REST OF THE IMAGES

Always be thinking about how you can communicate

the benefits of your product in a more concise way to your
customers. Check into your competition and see what
they’re doing as they may have identified a benefit that you
have in the product but don’t promote so you’ll want to
make sure your customers know you also have it!

PPC

Optimising your advertising will be where most of your

time is spent. The goal is to reduce your ACOS and increase
your spend so you can be as profitable as possible while also
scaling. I recommend that you do this once a week. This
gives you enough time to gather data and make informed
decisions. I’d also consider outsourcing this to a PPC expert
that’ll be able to spend a few hours a week doing it for you,
then send you the report at the end of the week. This will
really save you an enormous amount of time so you can
focus on other things.

VARIATIONS

A great way to optimise your listing is to add product

variations like size, colour, and material. If you sell a product
that can be purchased in different sizes, but you only sell
one size, then you are cutting off large revenue streams
from customers that want to other sizes. When possible,
always look at how you can add variations to your listing
so your customers have more buying options but be careful
not to give too much unnecessary choice as a confused
customer doesn’t buy.

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EMAIL FOLLOW UPS

Something as simple as a subject line can completely

change how effective your email sequence is in getting
reviews. A great tip for this is every time you get an email
that makes you stop and read it, think about what part the
subject line made you stop, and think about what you can
learn from it. If you can optimise how many customers
open your emails and read them, it’ll have a direct impact
on your reviews, and your reviews will have a direct impact
on your sales.

SEO

Personally, I don’t like to mess around with SEO that

often, however, every couple of months, it’s a good idea to
do some research on your main keywords just to see if there
are any new keywords that customers are searching for that
you didn’t know about. Be careful not to make too many
changes. Do one section at a time. For example, change
one bullet point or part of your description or title. Get the
feedback from the results and make decisions based off
your data.

BRAND REGISTRY

If you’ve ever been on Amazon and seen a seller that

has a description full of images and nice bullet points, it
is because they have enrolled in Amazon’s Brand Registry
program which allows them to add Enhanced Brand Content
to their listing. Not all sellers get this, but it’s a great tool
to be able to add more images and more information about
your product. Since not everyone has it, it’ll set you apart
from the other sellers and increase your conversions. You
must have an active trademark for your brand to be able to
be approved.

These are just a few of the ways that you’re going to

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want to start optimising going forward, and if you fail to do

so, you’ll be leaving a considerable amount of money on the
table for your competitors to take. You want to optimise
every step of the customer’s journey from searching for a
product to buying to leaving reviews, and to promoting to
friends, and so on ... At every stage, you’ll be able to optimise
something to get more clicks, more sales, and more reviews.
Even if it’s on a 0.2% change in the right direction, it’s a
change you’ll want to keep, as the higher rate you convert,
the more money you’ll make, the more you’ll be able to
reinvest, and the more successful you’ll eventually be.

If you’re currently selling and you’re not optimising,

you’re literally shooting yourself in the foot as a competitor
will beat you to it, and you’ll be then left chasing your tail
wondering why you didn’t focus on it more when you could.

MORE CUSTOMERS

The issue with a lot of brick-and-mortar shops is

that they have geographical limits that prevent them from
scaling, or they have constraints with the size of their shop.
Think about your local hairdresser. They are limited by how
many seats they have, how many hours they are open, and
how many customers will travel to them on a daily basis.
This creates a ceiling beyond which they just cannot scale.
After they reach capacity, all they can do is up their price or
move premises.

For you, you have the mighty power of Amazon

behind you with millions of customers and almost limitless
warehouse space. Your hurdle is just about finding more
customers, and to get more customers, it’s actually very
simple – not easy – but simple.

For more customers to buy your product, more

customers have to know that it exists. It’s really as simple
as that. The more people know about it, the more people
buy it.

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SO HOW DO YOU GET MORE

CUSTOMERS?

Firstly, you want to get as big a market share as possible

within your current platforms. So, if you’re primarily selling
on Amazon, you want to do everything to increase your rank
so you show up higher for more keywords and therefore get
more customers. You do this through the optimisation I just
spoke about and really leverage PPC to get in front of more
customers eyes.

The second is that you can start to look for sales off of
Amazon or on a different platform. Many people still don’t
use Amazon to shop, but they are buyers. It’s just they don’t
yet know about your product. You can look into using your
own website to promote using paid advertising or social
media influencers to find more customers. A great tip for
seeing what’s possible is by simply Googling the product
and searching for brands on Facebook. You can quickly see
who is running ads, and then you can then visit their website
and see everything they are doing. Just approach it as if you
were a customer and take notes on what they do, how they
price their products, and if you really want to understand
their process, buy the product from them, and then you can
see behind the curtain and get to see what emails they send
and how they handle customer issues.

MORE PRODUCTS

I ask people all the time, ‘How many products do you

think Apple sell?’ Often, the response I get is ‘500? 5,000?’
and so on. However, you’ll be really surprised to find out
that actually they really only have five products – what they
call their ‘hero products’:

• iPhone;

• iPad;

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 How To Go From A Five, To A Six, To A Seven Figure Company

• iMac;

• MacBook;

• Apple Watch

They also then add on ‘services’ to the list.

The point is that they put a lot of focus onto a handful

of products, whereas the likes of Samsung pretty much
sell any technology device you can think of from phones
to washing machines. Yet Apple, selling a fraction of the
number of products, make substantially more money and
was the first company valued at $1T. The way they’re able to
dominate is by having a huge focus on just a small number
of things meaning more care and attention goes into those
products and results in a better customer experience. Then,
once you have a good product that’s clearly better than the
competition, your customers will do the promoting for you.

Most Amazon sellers take the Samsung approach, just

release product after product, not really making any of them
stick. They never become a best seller or even close to it by
having to put in more work to maintain all of those products.
I want you to take the Apple approach and focus on one
product at a time. Once you’ve mastered that product, you
can replicate that success with another product as you now
know how to really dominate with just one product. Some
of my best students are killing it because they don’t rush
into adding to their product line. They understand that
greatness takes time, and it’s better to have one product
making £20,000 per month than having 10 products making
£20,000 total, as you’ll have 10 times less work to do. You
may think that it’s harder that way around, but in fact, it’s
easier as you can have laser focus on just one thing at a time.
If you do this, your results will be extraordinary. To scale
using more products, focus on replicating success rather
than throwing products out there and seeing what sticks.

Just go one product at a time, and not before long you’ll

have your five ‘hero products’ bringing you large amounts

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How To Go From A Five, To A Six, To A Seven Figure Company

every month.

In summary, growing your business is key to its long-

term success, and being able to reinvest into your business
is one of the most influential ways to scale – but don’t
ever forget about optimisation and improving your service
or product offering. This is exactly how some of my most
successful students have gone on to create six-figure
companies within the space of literally a few months, and
how they will go on to create and run multi-million-pound
businesses in the future.

166
How To Go From A Five, To A Six, To A Seven Figure Company

167
CONCLUSION
 Conclusion

A
ll good things have to come to an end, and this does
mark the end of this book, however the learning will
not end here. I will not go quietly into the night.

You’ve just consumed a considerable amount of

information that has taken me years to collect and perfect,
so don’t be put off if you have to go back and re-read sections.
Actually, some of my favourite books, I re-read once a year
as there’s always things you miss a second or even a third
time around. I promise you that if you fully grasp and
take on board the teaching in this book, it’ll change your
life forever with whatever business you decide to go into.
However, every giant leap starts with a small step, so take
action today so you can change your life tomorrow.

I wish, I mean I really wish I had this book when I first

started. The issue with the online world at the moment
is everywhere you turn you get new and conflicting
information, and after a while, you get information overload.
Take some time to focus on just one thing, one trainer, one
support system, and take advantage of it rather than trying
to get your finger into all the pies. The whole ethos of this
book and my strategy is to have a special focus on one thing,
as with this special focus comes the best results.

I really hope I’ve been able to serve you and add a lot of
value to your life with this book. I’ve given you some of the
most advanced insights into how to really stand out. The
only reason you’ll fail is if you don’t take action. You have
to make the decision to be successful. Nothing will happen
without you jumping in with both feet.

Remember, you’re just one product away …

Jonny Bradley

169
Conclusion

Remember, you’re just one product away …

Jonny Bradley

170
 Conclusion

171
THE SELLERPRO
ACADEMY
 The Sellerpro Academy

I
f you’ve just finished reading this book and you’re pumped
to learn more and want my help, then I have a lot more
to show you. I could fill a library with all the information
I’ve built up, and the One Product Strategy is really just the
tip of the iceberg.

For those of you that know me already, you’ll know that

I have a full training program and support structure called
the SellerPro Academy. Since launching it, I have grown
incredibly quickly, not because I do most of the marketing
(which I don’t), but because the value provided is the highest
quality in the world. You then couple that with the best
support and community in the world – basically all the
things I wish I had when I started.

Since launching the Academy, I have created so many

incredible success stories, and in 2018, I introduced the 10K
Club Award. In 2019, I launched the 100K Club award. They
represent an incredible landmark is each recipients journey.
You can see these results and hear what they have to say at
www.sellerproacademy.com/success-wall.

It’s my mission to help you change your life, one

product at a time. So, as many of you as possible reach the
10K and 100K Club, achieve your goals, change your life, and
ultimately say, ‘I did it!’

With hours’ worth of video tutorials, countless

resources, scripts, specialist support, mastermind groups,
accountability chat, incubator, product consultants, and
much, much more, the SellerPro Academy is for those people

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The Sellerpro Academy

that are wanting to take action fast, to get the quickest and
most efficient results without cutting any corners.

I’d actually like to invite you to join us and become part

of our incredible community.

You can join us today at www.sellerproacademy.com

174
 The Sellerpro Academy

175
ACKNOWLEDGEMENTS
 Acknowledgements

T
his book has been a long time coming, even if I didn’t
actually know it. Whilst everyone would love to claim
that they did it themselves, I owe a big debt to those
that have helped me along the way.

I would never normally thank a company, however

there is one company that helped me become who I am
today and that’s Apple. By extension I must acknowledge all
my colleagues that I worked with side by side for the best
part of five years; you helped mould me into the person I
am today to be the best version of myself. Apple was where
I crafted my skills as a mentor, as a people person and as
someone who values connection above all else.

Moving on from my professional career, I started

looking into selling on Amazon and I had one shining
light of confidence always pushing me forward. His name
is Anhwa Griffiths. I truly believe that if it wasn’t for him
pushing me every day to get selling, make more videos, and
hustle harder, I wouldn’t be sitting here today writing this
book. For nearly 30 days straight, Anhwa told me to quit
my job, even though I was really not in the position to do
so. The incredible thing is that because I had that fire being
lit underneath me, it helped me take the actions needed to
quit my job on the 30th day.

Nearly every day I’m calling up Jordan Platten, a fellow

entrepreneur, for advice, or he is calling me. I met Jordan
at Apple where I trained him and knew I’d get along with
him because of his entrepreneurial spirit. Over the past two
years in building my businesses, It was key to have someone
177
like Jordan there for support, to call me out on my stupid
ideas, to praise the great ones and to, of course, have a good
laugh. Times can get really hard as an entrepreneur, and I’m
so grateful to have Jordan there to support me.

Thanks must also go to some of the influential people

on my team that helped make this book a reality.

I must thank William Richards, who is responsible for

the majority of all the design and marketing for not only
the One Product Strategy but for all of my businesses.
His dedication to put in the long hours and to not accept
average-quality work is so influential in the success of
everything we’ve been able to create.

Gary White is a master when it comes to funnels. He

not only creates beautiful websites but also, he understands
my customers on a deep level, understanding what they
will and will not like. Many times, I’ve run ideas by Gary for
him to shut them down almost immediately. If Gary wasn’t
around to help me, I’d have made some really silly mistakes!

Content creation is incredibly time-consuming which

is why thanks must go to Dan Prior who has supported me
from nearly the beginning. He is one of those people that
sees a problem and finds the resolution. There was never an
issue too big for Dan to tackle.

When writing this book, I wanted only the best to

evaluate it, that’s why I’d love to thank Julie Eason and
Julie Willson for their dedication and attention to detail in
evaluating this book. I can assure you that it wouldn’t be half
as good as it is if they hadn’t have been involved.

Last, a massive thank you to my partner, Sophie, and

our families whose support I count upon and couldn’t do
without. You all have incredible patience to be able to put up
with my constant shenanigans, my shiny-object syndrome,
and my short attention span.

There are, of course, many others that helped me,

 Acknowledgements

gave their support and feedback, and to all of you, I’m

tremendously grateful.

Thank you all!

Jonny

179
Contents

180
BIBLIOGRAPHY
Bibliography

Bureau of Labor Statistics’ Business Employment

Dynamics, N.D. Survival of private-sector establishments by
opening year, Viewed 29 July 2019, <https://www.bls.gov/
bdm/us_age_naics_00_table7.txt>

Encyclopaedia Britannica, Inc., May 10, 2019,

Uncertainty principle, Viewed 30 July 2019, <https://www.
britannica.com/science/uncertainty-principle>.

Sedniev, Andrii. The Business Idea Factory. CreateSpace

Independent Publishing Platform, November 7, 2013. Print

USA Today, Marco della Cava, September 19, 2013, Jony

Ive: The man behind Apple’s magic curtain, Viewed 30 July 2019,
<https://www.usatoday.com/story/tech/2013/09/19/
apple-jony-ive-craig-federighi/2834575/>.

Warren Berger, A More Beautiful Question, N.D.

The Power Of “Vuja De”, Viewed 20 July 2019, <http://
amorebeautifulquestion.com/power-of-vuja-de/>.

182
 Bibliography

183
GLOSSARY
 Glossary

ACOS - ADVERTISING COST OF SALE -

It is a key metric used to gauge the performance of your
Amazon PPC campaigns. It indicates the ratio of ad spend
to targeted sales and is calculated by a formula. ACoS = ad
spend ÷ sales.

Amazon Fulfilment Fee - This is the fee you pay for

using Amazon to fulfill your orders once a customer has
placed an order with your product. It is usually based on
size and weight of the products you sell. It covers the cost
for order picking, packing, shipping, and inner packaging.

ASIN - Amazon Standard Identification Number. A

10-character alphanumeric unique identifier assigned by
Amazon and its partners for product identification.

Bid - PPC Bids is a way to pay for the advertisements

that many people see on the search engine results page.
The ads that PPC bids pay for are called sponsored links or
sponsored ads and appear when certain keywords that the
PPC bid purchased is entered into the search query. There
are keywords that draw higher PPC bids.

Example: Your campaign generated you £250 in sales

with an ad expenditure of £60 over a certain period of time.
Your ACoS = 60 / 250 = 24%. You are spending roughly a
quarter on ads to make £1 of sales with the campaign.

Class - A class is a classification of the product type for

a trademark.

Customs Duty - It is a tariff or tax imposed on goods

when transported across international borders. The purpose
of customs duty is to protect each country’s economy
and domestic industries from more efficient or predatory
competitors from abroad. Customs duty rates will vary from
each product.

DDP - Delivery Duty Paid. A delivery agreement

whereby the seller assumes all responsibility, risk, and

185
Glossary

costs associated with the goods until the buyer receives or

transfers the goods to the destination port.

EORI - European Union Registration and Identification

number. Used for businesses which import goods from
outside the EU. A way to track and declare goods going into
customs.

FBA - Short abbreviation for “Fulfilled By Amazon.”

FBM - Fulfilled by Merchant - This allows you to store

and ship your inventory yourself instead of Amazon. You
have the advantage to maintain all inventory. This can lower
costs because Amazon’s fees are based on the size of the
item. This is especially true for items that have a slower turn
rate.

FOB - Free On Board / Freight On Board

Responsibility is split fairly equal between the seller and buyer
of goods. The FOB terms are the supplier’s responsibility
for paying all the costs involved with your shipment until
it reaches the nearest port. Once the products are loaded
onto the vessel (e.g., ship), the responsibility is shifted to you
as the buyer for any costs and risks involved in the onward
shipment. You need a freight forwarder to continue delivery
to Amazon warehouse. FOB should include a reference to
a port also, e.g., FOB Shanghai. Costs also vary from port
to port and are not always closest to the seller due to high
costs.

Hazmat - Dangerous goods with hazardous materials

or simply “hazmat.” Product contains materials that may
pose a risk to health, safety, property, or the environment
while storing, handling, or transporting. Hazmats may
contain flammable, pressurised, corrosive, or otherwise
harmful substances.

HTML - Hypertext Markup Language It’s a standard

web system for tagging text files to achieve font, colour,
graphics, and hyperlink effects on web pages.

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 Glossary

MOQ - Minimum Order Quantity. Some suppliers

require a minimum quantity of the product to be ordered to
meet their pricing figures. This figure does not need to be
taken too seriously. It is just a guideline.

Niche - Relating products, services, interests to

appeal to a small population mass of people. E.g., “Sports” –
products will revolve around the sports niche.

OESP - Owned Emotional Selling Point - The emotional

selling point attributed to a brand that is used to relate to
the customer’s emotions.

Patents - A government authority or license confirming

a right or title for a set period of time. It has the sole right to
exclude others from using, making, or selling an invention.
Essentially it is intellectual property that prohibits from
others using it, protecting the idea behind the product.

PPC - Price Per Click. Your online advertising model

in which you pay each time a user clicks on one of the ads.
There are various PPC ads, but the most common type is the
paid-search ad. They appear when people search for things
using a search engine such as Google, especially commercial
searches with the potential to purchase.

Reverse ASIN - Amazon Standard Information Number.

Amazon’s internal tracking to identify for each listing in
their catalog. It’s similar to a UPC but exclusive to Amazon.

Seller Central - The portal that Amazon sellers use

to list, maintain, and see an overview of their product’s
performance on. It is also a place for help and resources.

SEO - Search Engine Optimisation - is the strategy,

techniques, and tactics used to increase the amount of
visitors to a website by obtaining a high-ranking placement
in the search results page of a search engine.

SKU - Stock Keeping Unit. A number assigned to a

product to identify price, product options, and manufacturer

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Glossary

of a product.

USP - Unique Selling Point - A feature or characteristic

of a product, service, etc., that distinguishes it from others

VAT - Value Added Tax, known in some countries as

a “Goods and Services Tax” (GST). VAT is collected by the
end retailer and is usually a flat-tax rate. VAT is based on
the increase in value of a product or service at each stage of
production or distribution.

188