#207: Amazon Image Optimization Secrets 2021

• Episode: 207

  Title: Norman Farrar Introduces Diane Boerstler – NLP Hypnocopy owner

  Subtitle: “Amazon Image Optimization Secrets 2021”

  Final Show Link: https://www.youtube.com/watch?v=5dCeVjul2EM&list=PLVIz0IewRSqDUVXG_IAXsVx9ZWE8_Vanz&index=7&t=12s

  
  

  Back on Lunch with Norm…On today’s Lunch with Norm we have the Hypnotic Amazon Copywriter, Diane Boerstler to talk about how to grab the attention of online mobile buyers and simple ways to skyrocket conversions. Diane helps companies scale profits as the Hypnotic Amazon Copywriter. She’s passionate about Flow Performance, Covert Financing Strategies, and Scaling.

  
  

  If you are a new listener to Lunch With Norm… we would love to hear from you. Please visit our Facebook Page and join in on episode discussion or simply let us know what you think of the episode!

  
  

  In this episode, we discuss:

  • 0:00 Intro/Housekeeping
  • 4:12 Welcome Diane Boerstler
  • 7:47 Amazon TOS on Rebates and Review Manipulation
  • 13:50 Image Optimization on Mobile
  • 18:48 Having a Good Product Images on Mobile
  • 23:15 Increasing the Size/Ratio of the Product On Mobile
  • 26:37 Number of Power Words in Creating a Storyboard
  • 30:38 Words that Reflects the Bullet Points            
  • 32:58 Primary Product Image Tips
  • 38:48 Maximum Conversion on Mobile Optimization
  • 44:39 Visually Demonstrate the Benefits Checklist
  • 47:42 Checklist on Detailing the Image of the Product
  • 1:01:15 Introducing the Image Hypnotic Anchors
  • 1:12:53 Color Emotion Guide for Product Images

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  Explore these Resources

  In this episode, we mentioned the following resources:

  • Slides https://www.facebook.com/groups/lunchwithnorm/files
  • THE HYPNOTIC AMAZON LISTING TRAINING GUIDE
  • https://drive.google.com/file/d/1gYyHi7nnZZQEu0sfs_HZdWMjm1iGOMmL/view?fbclid=IwAR1RzuMRswD_HIe1NPQGmuo9uMijujtRTGtzWEHVLPLoIpCWAF0aLX-aIJE

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Norman Farrar   0:01  

Hey everyone, it’s Norman Farrar, aka the beard guy here and welcome to another lunch with Norm. The Amazon FBA and Ecommerce podcast.

Norman Farrar 0:21  

Okay, today’s show is not brought to you in Austin, I got denied shut down at the border. So back home doing it live. Well. I’m comfortable doing it here anyway. So we are going to be talking about a great subject: hypnotic image optimization. And today’s guest has been on the podcast a couple times. She has helped 1000s of companies. To the tune of six, I had to question this but $6 billion in sales. This is crazy. So she’s helped sellers achieve over $6 billion in sales, which is very cool. We also wanted her to bring something different to the table. So she’s got something that I think people are going to love. And this is image optimizations, especially on mobile. So if you haven’t guessed already, our returning guest is Diane Boestler. And we will be talking to her in a second but before I get to that, I just wanted to give a great big shout out I thought I’d see them in person, but global wired Advisors, a leading digital investment bank focused on optimizing the business sales process for your For more information, contact Krishna furling and his team over a global wired advisors.com Alright, the man the myth, the boy child.

Kelsey  1:41  

That’s me. I love Hello, how are you? Yeah, we had some issues yesterday. The border but small. We’ll move past that.

Norman Farrar   1:51  

Let’s go. No, I’m not gonna say it.

Kelsey 1:56  

All right. Welcome, everyone to the show. I know lots of people are super excited about this episode of Diane so yeah, I can’t wait to and I know Andy,Manny.Jessica Rabbit, Abud and Ams Elite all can’t wait as well as Nathan. So glad to see everyone in the chat already. That’s awesome. Diane is the boss lady of copywriting. That is correct. Yeah. So before we get started, of course, get those thumbs up, go ahead and smash those buttons and also join the Facebook group. That is where our main community is. That’s lunch with Amazon FBA and E commerce collective. Welcome, Terry from North Carolina. It’s good to see you as always. And welcome Simon as well. Happy Friday. What do you guys have plans for the weekends? Kells, and let me see Yes,

Norman Farrar   2:47  

I got a great I went and I bought who needs a boyfriend when you can have lunch with Norm. But typical Kelsey style.

Kelsey  3:01  

It’s like drinking my right hand make your own logo.

Norman Farrar   3:03  

I can make my own logo. So imagine a an orange beard right? Wouldn’t that shouldn’t have my logo on

Kelsey  3:12  

it mug? My imagination. You gotta use your imagination. You know, it’s

Norman Farrar  3:15  

we’re going we’re going back to Barney were quirky like that. Yeah, yeah. Okay, I’m just saying I’m not putting on a spot or back in the in the corner. But great merch. I’ll say it one more time. Well, great merch.

Kelsey   3:31  

Yeah, well, okay. Okay, good. I welcome. It’s great to see everyone today. And it’s gonna be a great episode too. So, of course share this out to any friends and family that are interested in Amazon and an E commerce selling of course do. Yeah.

Norman Farrar   3:51  

Okay, go back and revise my merch.

Kelsey  3:54  

We’ll do both. Okay. Very good. All right. So

Norman Farrar  3:57  

if you do have any questions, throw it over in the comment section section. And we will get to your questions. Hopefully we’ll get to all of them today. Sit back, relax, grab a cup of coffee branded or no branded cup. And enjoy the episode. Where are you dying? I bet you have a branded cup.

Diane Boestler   4:17  

Hi, do you ready? I don’t have any of my own merch. Like I should probably do that people have asked like I need some hypnotic Amazon copywriting or hack sales merch. And I was like

Norman Farrar  4:30  

I don’t know. Get cozy do it. He does. Great job.

Diane Boestler   4:33  

I can tell. We created a whole graphic design division. So like I can totally have them do it. I just I feel so funny about it. Like there’s my beautiful scene I’m covering I’m super not helpful.

Norman Farrar   4:44  

Oh, there we go. Thanks.

Diane Boestler   4:48  

Right let’s do that.

Norman Farrar   4:49  

Okay, so people who don’t know you may be joining us for the first time. Please tell us who you are what you do.

Diane Boestler   4:59  

Oh my god. Okay, so um, I’m, I’ve so many titles, it’s absolutely crazy. Basically I focus on two areas, boosting sales, like and fixing sales. So people are actually making profit off of sales, right? My about 75% of my business right now is Amazon 25% or other businesses. So services. I’ve been doing this for about 12 years now. All that sounds like the boring stuff. Basically, I think people’s favorite title is The hypnotic Amazon copywriter. But we do a lot more than that we do that takes a lot of consulting to reach the point where we’re gaining those sales for people. It also takes a lot of knowledge on things like images and traffic and all that fun stuff, you know. So um, yeah, basically, I get people more sales on Amazon, and then on other websites, e commerce mainly, although I do still get to about 10% of the time splashed around and like that amazing traditional direct response fields where we’re still sending out paper advertising and testing it. So I still revel in that, like I got, I caught this ridiculous postcard the other day that I thought was, I thought it was so real. Like, I thought that was from the government, I thought it was so real. And it was still 100% within compliance. But it was for my car telling me that my, that was one of those recall notices. And that’s exactly what it looked like. And all the wording sounded like that. But it was trying to get me to sign up for extended car insurance, like like a Car Warranty. And I was like, I still revel in stuff like that, like, how do you get around? That’s probably my number one area of expertise is how do you get the sales in these areas where compliance is so strict? So Amazon TLS? FDA, right. So there’s all these things you can say you can’t say FCC. Same thing for the organizations that are like FDA over in Germany, and UK, and Australia and New Zealand, and, you know, all around the world. Because I have a legal medical background, I used to be a medical legal paralegal, and I used to actually sit there and work on cases and then debate cases and not lose without getting thrown out of court. So I kind of have this weird bent towards like, kind of sticking it to the man a little bit. That makes sense. So and works very well on Amazon, because they have all of these, you know, in and on the body rules. And you know, the things you can use to be able to say on things you can still say across other websites and sales funnels, the claims that you can make, that are what sell literally sell the product, right? You can’t do that on Amazon. So we get to spend a lot of time chewing on that mental candy on like, how do we get it to sell, when we can’t say these things that our competitors are saying, because we need to stay within compliance, even though we know that they’re saying that they’re not supposed to be saying those things, but Amazon’s not gonna do anything about it. But they’ll come after the little guy, right? So I love doing that, too. So it’s kind of it’s kind of all in one, like, your sales goal is here. This is where you’re at. And you know, there’s no straight pathway there. But here are the things that we know that can get you there without getting in trouble.

Norman Farrar  7:47  

And one of the things that you have to have your finger on the pulse on is Amazon TLS.

Diane Boestler   7:54  

But they love to change that. Did you see yesterday? Let me know what happened yesterday. Oh, yesterday, what did I miss?

Norman Farrar   8:00  

Okay, so Amazon sent out another email, a very nice email to a lot of the sellers, tons of sellers. Just saying that talking about review, manipulation and how it can affect you. And you know, just but I also sent out emails about to I’m not gonna name them the everybody knows who they are, if they if they’re working with them, but they stopped to rebate companies in their tracks.

Diane Boestler8:35  

Mm hmm. Yeah, I knew that we’re going to do that. I also we knew ahead of time that that was coming down. Right. And we’ve been looking at we talked about it, maybe chat for two years now like these optic these hypnotically optimized funnels to get people to do what you want them to do without breaking TLS like it’s actually crazy and without using rebates, right? Right. And rebates have been such a huge like, that’s how six What is it five, six years ago that’s how we all everybody I mean, I used to sell on amazon before I found it figured out it was a conflict of interest because I had clients competing with my product so I just sold off my companies right like I’m not someone who just like came in as a sales copywriter. I’ve done this and made a lot of money doing it. And I remember like we said rebates for like the thing.

Norman Farrar 9:13  

I can tell you, somebody, people, somebody on this podcast, may or may not still use rebates, but that person may or may not do it in a proper way of doing it. Not the cheap way but the proper way. Now I’m not saying who but someone on the podcast may be doing that

Diane Boestler   9:38  

I still for clients anytime they asked like they’ll come to me and say Hey, can you buy this product then I’ll send you money and you can leave a review. I obviously know the product well enough having written about it already, but it’s nice to have their products like up in my house everywhere, right? It’s like a really cool reminder of like, Hey, I helped launch this it’s doing well. Um, you know, like, or like just like seeing what people have created. I really because a lot of my clients create these products, they don’t just do like the PLR Products, they’re like, Okay, well, we took this thing, and we made it better. I love that. So I’ll end up buying a lot of this products, and then people refund me all the time. So I may or may not be the kind of person who’s supporting that type of rebate action, it’s when you’ve got a whole mass amount of consumers and you’re trying to do this, you know, there was like, a company that like, did like massive rebates to the general population that didn’t really boost your sales necessarily, because you had to give such a steep discount. And they have been under scrutiny for a very long time. So the one, the one thing that we’re not worried about on the rebate side is, is how diligently if we can track through ads, right? If you can have ads follow you across the entire Internet? Can Amazon be following people like me who talk to you in Facebook a ton, then go buy your product and see that and then block me from leaving a review or throw up a red flag for you? We had an issue yesterday where I had a client, I was just I write these review accelerating funnels. Right. Um, and we have some really neat tricky things that we do that aren’t technically within Amazon to us, because it doesn’t explicitly say it’s not, they haven’t banned it. But we’re always looking for like a workaround. Right? Like, how do we kind of stick it to the man, right? So I’m going to this funnel, and it gets to Amazon, and it says, we have a, we have, what was it? Oh, my gosh, it took a picture of it’s like, we have blocked reviews on this particular thing for anybody who’s not who we don’t have a verified purchase for him, right. And I already purchased the product, because I wanted to purchase the products. This is before they asked for review, like I just wanted to, I was like when you launched let me know, I really, really need one of these, right, because we had needed Wi Fi to go further in our house. Um, and so I was on a different account. So I have different Amazon accounts, different personal Amazon accounts. So the one that I the email addresses that I speak to, and the different the web browser that I used to speak to my clients on Facebook and places like that, and helped us isn’t the same one that I use to order things off of amazon for those products, because we’re trying so hard to make sure they can’t, like, track us. Right. And they’re tracking if AWS is I don’t remember what the total, the total stats was, but like what the actual number was, but AWS encompasses a huge percentage now of the server support for all of these major companies in these small companies. A lot of people are using AWS, and they don’t realize that they can track through and see like, Okay, well, this person is suspiciously talking to this person over here that we know this email address is linked to this, the seller account, and then they’re going and buying a product over here, you know, so like we try to, we try to make sure that we delineate it, we also like we do it based on search terms, right? Because that’s how you get ranking. So you know, if the client says, Hey, I need to ring for like, fuzzy cat toys, something like that, I always go back to cat toys, I don’t even have a cat. I don’t know why. But like fuzzy, we have two dogs, they’re freaking loud, fuzzy cat toys. And, you know, you go type in fuzzy cat toys, and we’ll like click around on other listings, not the sponsored ads, because we’re not trying to be mean and waste somebody’s ad budget, but like the other listings, right, until we get done to our clients just so it looks like we’ve looked and considered it two or three other options before actually purchasing that one product. Because you know, Amazon’s not paying attention to people who are going and searching like, you know, super URL type words, you know, Buzzy cat toys, large dog toy dog toy for ferocious dogs or, you know, whatever. It’s super long tail ones. And they’re tracking that and they’re saying, oh, this person is searching this. And then they’re, you know, like, what’s the percentage? What’s the rate at which this is being searched this keyword and then people are buying this product? They’re tracking that and they’re saying, Okay, well, this is a statistical anomaly that 100% of the people who’ve come in the last hour have searched for this keyword, and then bought this one product. Right? They know that and so you have to be really smart about it. You have to run it like it’s a regular brick and mortar business. Trickle those things out. I don’t think we’re gonna get into rebates. I’m so sorry.

Norman Farrar   13:39  

No, I didn’t. I didn’t either. I saw stuff yesterday. And then I thought I’d bring it up. But I mean, I think there’s a question or two, we’ll talk about that towards the end of the podcast. But let’s get into what we’re going to talk about, because I think it’s a I think it’s a great topic. And I don’t hear a lot of people talking about it. But it is image optimization, and particularly mobile image. But let’s start off with what’s the difference between optimizing for your regular slide deck, like on desktop, and on mobile?

Diane Boestler 14:15  

What’s the difference? Yeah, crazy.

Norman Farrar   14:17  

Yeah. are you optimizing any different? What’s that?

Diane Boestler  14:20  

Oh, my gosh, we’re optimizing for mobile, right? Like we don’t even like it’s gonna look good on desktop no matter what you do. Right? So we optimize for mobile and 52 to 50%. Depends on who you ask of sales right now on Amazon are coming from mobile phones, and well over 60% of sales. And last year was 48% and 52%. Now it’s 52 to you know, plus percent of sales are coming from Amazon and over 60% of my arms are not in there. Over 60% of retail sales are starting online.

Norman Farrar  14:52  

Right, like the search the search is Yeah,

Diane Boestler   14:55  

I mean from mobile phones, yeah, a ton more than six, but from mobile phones, so people are literally Using like, I mean, you got to think like when someone is Mark’s phone, right? It’s my pleasure. When someone is using this and you’re looking at this, you’re like, Okay, great. So I’ve got these super high D, and it’s killing people who’ve been in the market for like six years who are at the top, they’re coming to me, they’re saying, I don’t know what’s going on with center sales of tanks. I’m like, I’m looking at their images going, you’ve got 400 words, on your auxiliary image stuff that you can’t like, and it worked before because everybody was using desktop or tablets, like these big tablets. This is a regular size phone that right? So when we’re when we’re optimizing images, we look at this, I hope he’s probably wondering where his phone is right now, this is kind of funny. Kids in the other room. So this is what we’re looking at, we look at like this, people are holding it like this, right? And we like this little square, right? And you have to be able to zoom in, right? So that’s incredibly important. So we tried to make all the images as close to 10,000 by 10,000 pixels as possible. So you can zoom in, right? And that’s

Norman Farrar  15:54  

10,000, not 1000 10,000.

Diane Boestler   15:56  

It’s 1000 is the minimum, right? We try to go to 10,000. Right? So

Norman Farrar   16:02  

well, let’s go back on that for a second. Sorry, that that is important. People, people are not compressing images. They’re just uploading. And I think it’s important that you compress an image so that it will load faster. I mean, that’s all it’s gonna do. It’s gonna load

Diane Boestler   16:19  

load time. And Amazon matters more than any almost not that anything else. But it matters more on Amazon than it does on your website, especially 10,000 pixels. Yeah, exactly. Those because it’s so much to load. But then they see, like, the thing of Amazon is it’s like, distraction Central. Right. So this is why we started offering the mobile hero package, right where we this is back when we were just providing image guidance. And that like, kind of like a blueprint, but just like, this is the kind of image to use, here’s what to put on top of it. And here’s some words you want to put on there. Because this will increase sales. We started doing this because we were looking at like Amazon switched how they laid out the page on mobile, right. And all of these people said they started searching on mobile, as opposed to the desktop on mobile became more compatible. And faster, right? So you go and you look at it, like when you click on you go and you search for search for something, right? Let’s say it’s like a Get Ripped muscles or something like that, like me, right? Yeah. Like the child hates, right? Like, my brain is bigger than my arms, thank God, so you don’t get ripped muscles, right? Um, and you there’s that search page, right? There’s that first search results page, and then you click on something that looks, you know, that has an image that and we’re going to go over a lot of the things you should have in images, right? I think I’ve included some hacks you can do with your main image. But if not, then it’s in the book that people can get for free. So you click on that, and you’re kind of walking through a customer’s journey. And you see like, your images over here, I guess it’s on this side for everybody, right? On my screen, it’s on this side, but like, it’s really on the side. So you’ve got these images, by your title, right? And that kind of takes you to like your carousel images, right. Um, so when they’re looking at that on their mobile phones, they need to be able to zoom in, I’ve got some really interesting stat, like updated stats that I’m going to share in the training. And I don’t have I don’t know off the top of my head, because I just we just switched them out like a couple of weeks ago when we re launched our training program, right. But you’ve got like things trying to load at 10,000 pixels that are not compressed, right, which is most newer sellers and some older sellers, auxiliary images, right? And then what is what what about the people who have compressed all their stuff, you’ve got so many distractions all over the page, right? Just just down just a tiny bit below. And then most people don’t have to scroll down just a tiny bit below your carousel, your auxiliary image carousel, you’re stuck there, right? You’ve got competitor images. And if those are loaded in yours aren’t what’s going to happen. Right,

Norman Farrar  18:47  

right. And you know, one other thing I just saw, like, just a quick question about resolution 72 DPI is all you want, you don’t have to compress, you know, 150 or 300 does no good. And the other thing about this, and I’m glad we’re on this topic, but sometimes people will take 100 pixel or 1000 pixel, and you blow it up to 10,000. All that’s gonna do is break apart the image gallery. Yeah,

Diane Boestler  19:20  

he doesn’t sell yet. Sales are tanking, you’re like what’s going on? I’m like, image number three right there. And it can be if any of your images are awful, your sales will go down, because people are using that mobile carousel 52% of the time, right? I’m not good. So yeah, you have to have good images, and they don’t have to be and by good I don’t mean like, oh my god, I have so many things I want to say about this. I’ve got like I said it boiled down a 62 page book that I’ve written recently like a blueprint, like a guide, plus 26 pages of notes that I’m using to teach my next class and teaching in this class. But in the class this month, like it’s there’s so much about images that we’ve now learned in the last couple of years well beyond What we won’t be on what was even necessary three years ago, you know, so yeah, sorry. Ecology nation, I organize it for everybody, you know,

Norman Farrar  20:13  

but we’ll, we’ll get back to that in a second. But before I forget, we have a really awesome, it’s about $1,000. giveaway today. Good to see you. I’m

Diane Boestler   20:27  

giving away two packages, two of them. Okay, well, we’ve just upgraded and when we do two, I feel like it’s more fun. We

Norman Farrar  20:33  

always come on, you give out these great package. Alright. So can you explain what they are?

Diane Boestler   20:38  

Yes. So what I’m doing is, so Oh, my gosh, about three years ago, I started having this idea that the graphic designers that clients were trying to use to implement the images and the sales copy provided for the auxiliary image stack, we’re not actually trained in sales. They were trained in how to build beautiful images, right, which is awesome, but beautiful images don’t sell there’s specific things on them, to say on them in them, like elements and backgrounds, and what kind of people what kind of pets what kind of trust deals what kind of you know what color psychology scheme you going to use that makes it you know, color psychology can boost sales shifting from like, yellow to green, just like, Can like we watched it shift sales 132% increase in sales? Did you know that you know that, like it’s huge. So like this color psychology, right? So all these things, the auxiliary image, which is really the main thing, and the first thing that people look at, it’s the first thing they read, on your listing, are those auxiliary images, right. And people tend to believe those auxiliary images that copy on more as fact, than they do the bullet points. So it’s like the auxiliary images have become the most important thing with everything being mobile now, right. And that being at the top as opposed to title and bullet points, etc. So what we’ve done is we put together something called the mobile hero package, the mobile hero package is that we go through, and we look at all of your auxiliary images, right, and we provide a blueprint to you, and we’re gonna, we’re gonna execute that blueprint. But we want you to see the blueprint. So you can go through and understand why we’re doing what we’re doing. So you can use it on your other, like other products within your brand, right. So we provide the blueprint, we provide the sales copy that goes on top of those images. And then we go and our graphics design team that I took, I went through 27 different iterations of teams to get these guys together. Okay, they are top notch A plus plus, we’ve had 100% positive feedback across the board. They’re incredible, right? They, I’ve trained them in sales. There, they know how to create images that sell not just images that are pretty, right. So we’re going to go through this package as it goes through and read does all of your auxilary images, because that’s the most important selling point right now on mobile. So that’s what we’re doing. And it’s usually $997 as an add on to the hypnotic Amazon listing. So we’re doing two of those today. It’s not the hypnotic Amazon listing, it’s redoing all of your auxiliary images and the sales copy on top of them. So that the first thing that people seeing the first thing people read is going to increase your sales.

Norman Farrar   22:55  

Alright, wow. Okay, so that package, if you’re interested in it, that’s hashtag we’ll have Kelsey. And if you’d like a second entry, just take two people either in this in the comment section or outside of the podcast. Okay, so let’s go back to talking about mobile images. It this is it’s, it’s very intriguing. So I’ve, when you’re, when you’re dealing with a desktop, you’re dealing with a square image that will fill the frame. So the aspect ratio is basically one to one. Is there a different ratio that you should be looking at when you’re working with mobile?

Diane Boestler  23:37  

You know, that’s really interesting, Mike, I don’t focus on ratios. I focus on percentages. So when I have my team design, what we know is we need to be filling a set percentage, right? I’m gonna, I’m just gonna pull something up real quick here. Sure. Well, um, so my question said, wait on the sides. So what we found is we I think we increase when we increase image size by 28%. By image size, we don’t mean just like the size the image, we mean the size of the objects in the image so that it’s 28%, closer, like up to your face. I want to say our lifts, I’m going to go and find this here. I want to share lifters around 60%. So we’re looking at

Norman Farrar   24:12  

so we’re sharing a screen right now. And yeah, there you go.

Diane Boestler   24:16  

Okay, so you’re sharing a screen, right? Yeah. So we said we saw an average of a 63% conversion lift from a 28% increase in product image size. So like, it wasn’t just the size itself of the image, we increased everything in it by about 20%, which is about like a quarter. Right? So um, so when you’re talking about doing that, it’s because you know, you want to make your images and legible but you also want to make sure that that that you don’t have people forever, oh, my gosh, this you stream crazy. So there’s like, there’s this whole theory on whitespace, right, like you want to have a ton of whitespace around your images, right? When you’re creating images that are like infographics, you do not and those literally the human mind understands those auxilary images, infographics, and so we want to increase the size of everything in They’re right. And they’ve, I mean, they’ve proven this. This wasn’t just me who looked into this and tried this right, I got this idea from other people who are experts in not just the Amazon field, but people making companies, these major companies huge amounts of money. So they have like, millions of dollars to test this out, right? So before it even comes to us, we’ve seen these major companies do this. And these, you know, we’re part of, like, sales copywriter, like top sales, copywriter, top marketer, only masterminds that are really small, who are testing these things out. Okay. So, um, so then we get to go test it out without wasting our clients money and time, basically, before it hits the main market with everybody else, which is really cool. So when we make the images that the actual objects in the image fill up the slide more, not only does it increase the perspective, the the customer’s perception of this, the feeling the size of the benefits, it makes a lot easier for them to actually see the details in the image. So we want to make sure that we, as opposed to looking at the aspect ratio, which is something that I don’t really look at, we look at the how much of the image we’re taking up. It’s like on and you know, it’s really funny. I’m not the first one to come up with this, obviously, but Facebook’s been doing this for 10 years. Right? So Facebook has been looking at things as you look at it like a grid, right? I don’t know if I’m hoping I’m in the screen, because I’m like, looking at my PowerPoint here. Okay. So Facebook, right? They look at everything as a grid, they say you need to fill up this percentage in this percentage, but not more than this percentage with words. Right? They’ve been doing that for years. So they aren’t looking at the ratio as much either. They’re looking at the what gets filled up within the image within the actual graphic that people see.

Norman Farrar  26:34  

Okay, all right, very good. One of the things I know we’ve talked about it on other podcasts that drives both of us crazy, and we try to tell people not to do it, but it doesn’t seem to affect. I don’t know why people write books, on images. And what do you suggest if you’re gonna put words on images? How many words I literally I’ve seen?

Diane Boestler   27:04  

Yeah, they really are. Um, yeah. Okay, so there are places where a lot of text is. Okay, so it’s, it’s not so much about the number of words is the placement of where you put those words, right. So if you’re going to have if you’re creating a, if you’re anchoring your product, the features or benefits in your product to your clients mind, right, you’re creating a basic infographic, usually in image position two or three. Okay, so you have main image, then position to position three, you know, you’re creating an image and you have lines, and you have boxes, right? You want to keep those to three to five words. Sometimes we have to do it a little bit longer. But if you have like a chunk of text, you don’t put it, you use the same thing that oh my gosh, who was it, Clayton make peace. I don’t know if you know who he is amazing copywriter amazing guy, I think he passed away a little while ago. But he, he would always take an image and put the copy below the image because people read those subscripts below the image, it’s just like, people read the PS, right? So you want to if you’re going to use gobs of copy, make sure that you cut it down to only what’s necessary, which is power words like features, benefits, transformation, right? And then put it down below the image in like a white box. So it looks like an image identifier, just like you see a National Geographic, right. So that would be the way to do but otherwise try to keep it to like three to five power words, do not cover it in, unless you’re making an infographic and it’s something that people you know, people are gonna blow up, you don’t want to cover your image in words. There’s some images, like we just did a project. So my gosh, UK, really beautiful household product, right? I think we had like two to three words per image. Most the time we have more than that, because we’re trying to sell it’s almost like we’re using those images as many sales pages, right? So we’re doing features and benefits on every single one, and we’re honing it down. It’s not like the bullet points, you know, you don’t have a whole bullet point of copy on there, you won’t have a small, like the highlights, right? The images now, like we used to say the title is to get them to read the, you know, the opener, which is to get them to read the first paragraph, which is to get them to read your story or SLS pattern, you know, like on sales pages, your images, or to get them to go to the next image to get them to go to the next image and to build an entry. You’re creating a storyboard. We’re creating a storyboard Yeah, is what you’re doing about the product. Right? And they’re like, think of it was like little salespeople. Like if every single one of those is a little sales people selling for you 24/7. And the salesperson is able to look at someone and say, Okay, I can identify that this is what you have to see these things. You have to like the background, the elements, the seals, like the trust seals, the there’s different anchors that we’ll put in there. The pets, the people that you know, like anything a photographer would think of plus anything a graphic designer would think of plus anything a sales copywriter would think of like these are all things that someone would know that a customer would need to see in order to buy, but you have seven opportunities. We have a lot more than seven. But in terms of your carousel, you’ve got seven opportunities to do that. I really there is one thing I do You need to talk about before we like, leave the show. So remind me it’s like superduper important. And we can just before we end, it’s about what it’s about, like what goes in position number seven now. Okay,

Norman Farrar  30:11  

so that’s Chelsea’s job. But you know what tells the reminder, if we, if this is the type of, you know, reminder, we’re gonna,

Diane Boestler   30:19  

don’t be too hard.

Norman Farrar   30:21  

It’s the way he does a great job, he does a great job. Except for merch. Again, just note, merch isn’t really going so well.

Diane Boestler   30:34  

Okay, any merchant, I can’t do it.

Norman Farrar   30:37  

So when you’re looking, again, going back to the images, and you’re putting either the comments below, I think it’s a great idea. Or you have very few on the image. One of the, one of the ways I’ve heard other people doing it, and we’ve adopted this practice as well, is making sure people know or look at the bullet, you don’t have to write the bullet in your image, you just have words that kind of reflect the bullet, it’s already there, you can you can announce it in your bullet. But you can either have that feature or benefit highlighted in the image. What do you think about that?

Diane Boestler  31:17  

That’s a safe way to play it. It depends on how well you understand like, it depends on how in depth you want to get with the psychology, right. So you know that 65% of the people who are going on there are looking at the images and reading the copy their first, one of the 35% of people just because of human nature are not looking at the images, they’re going to the bullet points, they want every single little last detail, right. So you can follow those. But you also if you understand that the the psychology of someone who is a visual person versus someone who’s an auditory and kinesthetic person, the auditory kinesthetic person who are more likely to read all of the bullet points are not going to have the same psychological questions that like the steps of fill in the blank answers to make me want to buy this product as someone who is visual, right. So luckily, you’ll captured about 65% of people who are visual anyway, looking through the images, and you know, they’re not really going to look a whole lot of the bullet points, but then you know, 35% people, so we we rearranged a little bit differently, right. So our, our bullet points are not like a sales page or bullet points or like the bullet points on a sales page or images are set up. So it’s like a sales page, like you would read a sales page. Right. So it’s, that’s a very effective and safe way to play it, you can take it a little bit deeper to get more sales, but it’s still a very effective and safe way to play it because the the assumption is that if the people reading the bullet points, you know want to hear about this, then we must put the exact same thing on the images, right, just in more succinct fashion, super safe way to play it, there’s just there’s a slightly, the, the subconscious processing of the two different groups is a little bit different. That’s okay.

Norman Farrar   32:58  

Now, I just want to go back to the primary for a second. And this, I don’t think this is anything other than white hat, it might be slightly beige, but I can’t see it being it. The primary image on a lot of products that I saw some I can’t even read, I just saw the word supplement, but supplement or something where you have a label on it that has a lot of information when you receive it, we remove most of the information. So you just see the the brand, the supplement, and if there’s a point or two, but all that other crap other than net weight and stuff that’s illegal, that has to be on there, right? Just so the person can see it, it’s clear, we could probably make a bigger and it will probably stand out compared to anybody else.

Diane Boestler 33:47  

You seals. So like for your benefits on supplements, instead of using words try to use seals or use people are used. You know what I mean? Because like, you’re right, it’s very hard to see. Right? So if we know that that so yes, don’t put it don’t put God never put gobs of coffee on your bottle, like ever, right? Um, but you can take we call them like trust anchors, a lot of times, on seals, you can put things like, you know, non GMO, that’s pretty important to a lot of people you wouldn’t want to leave it off your supplement bottle. You know, things like vegan is pretty important. If it’s vegan, I’m not vegan, but to vegans, that’s an important thing. They look for that little cruelty free bunny seal, you know, like, so use put as many seals as you can like things that people visually identify as, like, I know that this is important to me, because they’ve seen it many times before from major brands, or that’s just kind of what the brain anchors to that image, right? Because we can think of like our brain can process an image 60,000 times faster than it can process the same. The same number of boards would take to explain that image if it’s something that’s commonly known. Right. So you can also like I do encourage people to put their benefits like power bullets on this boxes, but not so much in their supplement bottle because you don’t have a whole lot of space. But you do need to have like, why it’s superior, at some level on that bottle. Otherwise, people are necessarily going to click. So when you come in search results, you want to have something that’s going to grab their attention, whether using a specific color scheme, like color psychology, or you have those different seals. And that the game on Amazon right now what those mean images is not so much that that the product is is really different, it’s that you’re using the right color psychology for your, for your bottles, or your packaging, or whatever, and that you’re putting out things that your competitors aren’t. Right. So um, so yeah, I mean, I wouldn’t put I mean, you can’t fit grabs a copy anything that you can’t read on a bottle normally like, and I know what you’re talking about, I’ve seen people do it. You wouldn’t want to run from the bottle. However, we launched a client about two months ago, who was just the like it was, it’s a daily multivitamin, right. And that’s a really tight space. And their bottle is extremely colorful, and it’s got all that like, the way that we did it was it has all of the different we have like a color bar with white coffee on top of it in different size color bars all over the front of their bottle with what’s in it. Right. It’s it’s a different type of design is something we’re testing out and it worked really, really well. Now, I will tell you that if everybody all of a sudden started doing that, on the in the search results, and Amazon one, it wouldn’t be as effective. And two customers are gonna feel overwhelmed. Right. So we took advantage of having that in that space for right now. But we also know that this is a client who we’ve worked with for a long time who rebrands on a regular basis to stay ahead of the curve, right? They’ll redo their bottles and their images. And we have clients who come you know, like I’ve had clients who come in for over five years ever. So you’re like, Okay, we need to redo all of our copy, even though it’s converting really well. Let’s freshen this up. We need to go in fresh because now we have new competition that changes how we do things, right. And now we have you know, there’s other people who look like us. So we need to look different, we need to look better. You know, that’s what you see these bottles that say, it’s like, old bottle new bottle, right? So, so the customers don’t get confused customers get really upset about that. By the way. Did you know that 20 You can reduce? I guess I shouldn’t say that way 22% Of all product returns across the Internet are because the product didn’t look like the image. Really? Did you know that? That’s a Yeah, that’s what you’re that’s part of what your image is, like, your main image is so important, right? And so trying to see I think I got that from Converse. Conversely comp the conversely conference want to say, um, it’s like a mindset kind of anyhow. So um, so yeah, so we now know that you know, if you have an image that is not actually representative of your product, like an old bottle, people are getting an old bottle or people won’t notice that there’s new bottle, you need to put an image up there. If you’re changing your bottle, right? They will notice there’s a new bottle people you’ll see all these returns. And then you’ll also see people just blasting you in reviews. Like this was not like it looks like something because of the bottle. But it’s clearly not because the bottle is different.

Norman Farrar  38:03  

Yeah, I can see that happen.

Diane Boestler   38:05  

Gibson insert you have to I mean, you have to make it really known to your public isn’t buying for a long time. Yeah. Yeah. So anyhow, so.

Norman Farrar  38:13  

Okay, so just a reminder, we’ve got two incredible giveaways today, each one worth 1000 bucks each. And this is for your hero. I just want to make sure I get this right. What is it called? Hero package. That’s it mobile hero pay my diksa. See, I can’t even say this is that Lexia is kicking in because of that. But anyways, we’ve got that hashtag, we’ll have Kelsey. And if you want to get a second entry, just tag two people. And we’ll get you in there. All right. Now, the other thing I just wanted to go through because there’s so much we could talk about this. But let’s go back to mobile. We started talking about it. I know everything we’ve talked about so far is about it. But what are sort of the the steps people can make to ensure that they have the maximum conversion on their mobile optimization. So we’ve already started with a couple of points. What else can we do?

Diane Boestler   39:11  

Can I go Can I switch over to my PowerPoint? Because I can either I can go for 12 hours on this actually happen by this part of my training is

Norman Farrar  39:18  

we only get 11. We already discuss that. hours and then it’s cut off.

Diane Boestler  39:22  

And I’m cut off. Yep. Okay, so I actually went through and boiled this down for everybody. They started probably really close because I’m looking at here. Um, let’s see here. So I’m going to get to the right slide here and then I will launch it. Okay, so let’s go through your Kelsey. Are you able to share my screen? Yep, it’s up there. Yep, sure. Perfect. Okay, so we’ve already talked about like sales focus, creative direction. That’s when we create the blueprint that tells talks about the layout the elements of sequencing people, pets, color psychology background imagery, like that’s what you need to know. These are the boxes need to check off off at minimum, like do Am I using the right types of BS for my images, right? So then I went through and I boiled down. Let’s see here we are talking about the consumer science. They people read the images first on the page, we’re talking about that. So let’s get straight into the tips. See what you want me to talk about that. Okay, so number one, you need to use non fakie non cheesy stock images. So if that girl was perfect, pull her up buttons. Yeah, website. Okay. Like we’ve seen, we’ve seen like switching from like, the cheesy, like, I don’t know if you guys can, can you guys see me too? Or just the screen?

Norman Farrar  40:37  

It just went up close to your nose, but everything’s okay. Okay,

Diane Boestler  40:41  

it’s like so you can do you know, like those cheesy things, or people are like, here’s my product. And you know, and they’re like, Wow, this is so exciting. Nobody

Norman Farrar  40:49  

buys that anymore. No. And the products always five times bigger than it should be

Diane Boestler  40:53  

down and throat, my mouth. Every time I see a pleaser God just for my sanity, like take the fakie images down, find real people with flaws, right flaws are like you can still they still look beautiful. It’s all somebody want to look like. But like maybe their hair is a little bit imperfect. Like they have a few flurries. They have a lot of freckles, they have like maybe a not totally symmetrical looking face. They’re not perfectly thin. Most women are size 12 to 14, and most like the USA in the UK, like, you know, I mean, and if it’s a fitness product, obviously, you know, but like show women who are fit and athletically healthy, not skinny, right, like what we’re looking at, like stop being fake, that used to work and no one worked like 10 years ago, it doesn’t work anymore. So we’ve seen just like, and these are all individual boosts, right? This isn’t like compounded boosts where like we did all of this. And the boost was like 7,000%, right. So I’m going to tell you the boost that we’re seeing and the posts that we check with others, they’re seeing the same thing, right when they do this. So that provided us with the 45% Boost. So go through find real people, you don’t need a poor professional photographer. But as always, I love Taylor Boone, if if people have other recommendations, I’m totally great with, you know, looking over their work, but I really firmly believe in that person. So definitely use high quality images. We talked about mobile and screen optimization, right? We already talked about that particular thing and why that’s important. We talked about connecting the features and benefits using arrows and lines from the main product and that main product filling up at least 85% of the space. And this is on your second or third image position. Okay. All right. Um, I really the thing I want to talk about before we leave today is this new kind of type of video that we’ve been testing and creating that’s skyrocketing. It’s it’s stupid, skyrocketing conversions like we had when we first so we’re like, There’s no way that’s, that’s what’s happening. It’s amazing. Um, okay, let’s see here. So provide context. So we’re talking about lifestyle images, right. But when you’re using when you’re showing a lifestyle image, make sure that that’s using a real person. And not a lot of people try to go way too high end, people try to come across as a premium product by using these lifestyle images of lifestyles of their consumers would never write doing. If you’ve got a woman who is tan and blonde, and she’s sitting on a lounger with this big, you know what I mean? Like, oh, my God, it’s funny that it almost killed me. It was like a white. I mean, it was for a pet product. Okay. And it’s like this, you know, like, she’s sitting there. And she’s reading and she’s lounging back. And she’s very passionate, you know, like, something you’d see in town and country magazine. Right? That’s not how your customers are going to be using your product on a Saturday morning, right? So think about like, what’s their life? Like? Do they have busy families are they going to be, you know, out walking with their dogs, so they got hiking with their dogs, like, when we’re talking about lifestyle images, we can take my team can take almost any product, and make it look perfectly in tune with a lifestyle image that we’ve grabbed from stock photos of real people, right? So make sure you’re using the right team when you do that. So understand your audience. Yeah, please understand your audience. And you’re using lifestyle images, um, you know, make sure that you’re using ones that have real people. Also, every single so an image is worth 1000 words, but zero sales, unless you use power words to frame what your customers supposed to think about that image. Okay, so we have this great thing in our brains called the reticular activating system. It’s like a giant video camera that’s there from birth or before and it records everything visual, auditory, kinesthetic, olfactory, which is, you know, smell. And then gustatory, which is taste, okay? And when we see an image, everybody pulls up a very different framework of what that image means. So you need to go through and frame what the customer thinks by including words on your images, those pirate words, that’s why the words are really important as well. Otherwise, you’ve got a bunch of pretty images. Um, let’s see.

Norman Farrar   44:40  

I’ve got a I was talking to somebody the other day, great seller, and they were talking about their lifestyle pictures. And they’ll try not to show the image in the lifestyle, but the benefit that the person’s getting in the lifestyle and that’s right, next slide

Diane Boestler   44:59  

before To me, oh? That seller is very correct. Okay. So when we’re talking about these lifestyle images, yes, you actually have to show the benefit, what we call that future pacing. So what transformation will they experience in their life? After they’re using your products, right? So the bigger we can show and demonstrate that benefits, the higher your sales, I mean, the clearer the benefit, the higher your sales, right? So for example, we were split testing two girls, this is a hair product, two girls in their demographic was shoulder length, a little bit beyond shoulder li pair facing the camera, right, and they had beautiful hair. But it wasn’t really showing like the benefit, right? As opposed to, like, we have, we did another one with a woman whose hair was going all the way across the whole image, right, like flowing behind her across the whole image, right? Like she was and she was literally running. Like she wasn’t, she was like, running like, like, almost like marathon running, right? It was really when your hair would fly behind. It was a real, it wasn’t like, you know, one of those things where it’s like, there’s like a blow dryer and it’s blowing your hair and waves behind you. This was real, like, this woman was like running to a meeting or something. And, and out it out converted it like crazy. Because we were we were kind of analyzing and saying okay, so what is this fall under? This falls under showing the transformation of what your hair will look like? Because they could very clearly see the benefit in that hair, which sounds kind of gross, we think about looking at hair, you know what I mean? But it worked. It worked extremely well. So yeah, always show that. And that’s later on. We talked about that. I went into that a little bit more in depth later on. But I just combined those two slides now. So I can skip that one. I’m sorry. It’s fine. It’s great. It’s this is really, there’s like, I think there’s like six different main communication styles and one of them. And it kind of ties into some people learning styles. And one of them is a Native American communication style where it kind of spirals out. And then each one of those spirals has little spirals that come back into the main spiral. Does that make sense? So that’s, that’s, that’s one of the only ways that you can teach this because it’s all interconnected. There’s no like, it’s like one of those big balls that you that’s all connected with those types of points, you pull it out, it gets bigger, and then you’re crunched in and it gets smaller. I can’t think of what those are called. They’re really fun, though, like to play with. That’s our next giveaway. Right? I’ll give one of those away. Next.

Kelsey   47:19  

You’re talking about Slinkys. Kind of

Diane Boestler  47:21  

like a slinky. But it’s a ball with interconnected points. It’s supposed to be originally at atomic connection. And then they Junior High. We’re like pulling them in like super excited. I’m sure I can find a picture of it later. But they’re really like you can get hypnotized by them. Okay, let’s see here. We already talked about making images. enlargeable You’ve had a lot of good points this morning. Please. Dear god, look at your images up close before you launch them. Um, we’ve had so I went through the other day, I’m working as an executive creative director on this project for this relatively well known. Beauty line, right? Shampoo, conditioner, all kinds of stuff, right? I was looking and she went through and she was selecting props for her photographer. And it was like, awesome, I love this part of my job, you know, I get to go through and be really nitpicky. Seven out of 10 of those products, I tossed them to the side immediately, because when I zoom in on the image, I can see shoddy craftsmanship on the corners, I can see shoddy crafts, like there was a hair in one of them. You know, like, people are pertick It’s true. Like, and I’m going to hear like, oh, there’s a hair on the counter. No, they had, they had a hair stuck in the middle of this thing. And we would have spent like the prop itself, the design, the lines, the colors, it was everything we’re looking for. But the craftsmanship was shoddy. And if you start using like looking at the photo props and your photo props look shoddy, it’s gonna make your product look shoddy. It’s the place where you take you don’t mean to like pay attention to every single detail and element people want to see clean, they want to see clean lines, they want to see that you’re going to use the kind of products they’re going to use. Right? So like if you if you’re using it for photographers using all these shoddy props or these unless it’s like, if you’re doing like boho chic. Okay, where it’s like the woods a little rough if you’re doing farmhouse, like, that’s a little different, right? Yeah, for the most part, try to keep the everything within your images, not just your product from looking shoddy, right, you

Norman Farrar  49:17  

know, one of the things that that we try to do, and it’s impossible, like let’s say we ship over two products, just in case the one product, you know, falls, damages the two best products to and even even still, if you’ve got sort of a corrugated cardboard box or if you’ve got a Tuck Tuck box, like for soap, and it’s it’s just a thin tuck box like it’s cardstock. Anyways, what we try to do is we’ll correct that sort of post production with a graphic artist. If there was that hair, that hair would be gone. If there were wrinkles in the box, it would be smoothened out where I see it a lot. It’s In flat pictures that the photographer doesn’t know what they’re doing. So they might take a silhouette or it just might be on the color and it absorb the light, but go in post production and put the rim of light going down, you know they can,

Diane Boestler   50:15  

and your 3d shadow underneath and your pops. Yeah, three dimensional. Otherwise, people like the human brain literally, will go through in microseconds and look at 10 pictures and be like, I’m gonna look at those two, because those two look like they’re real to me. Just because they look real, they have a 3d shadowing. Right? Okay, whew, I got to it faster. Sorry, I’m not trying to jump ahead. Um, so what I did was I broke this down into, like, the basics that we’ve already talked about, and then I broke it down into big boosters. Right. Things we’ve seen make a market measurable, you know, upswing and sales. Um, as you guys know, I think was 2017 2018, Amazon started testing 360 degree the spinner videos, right? Not everybody has access to those surprisingly, you would think they would. And not everybody has an artist that can create them necessarily. So um, so we, we went out and we’re like, okay, is this just gonna be what another one was? HYPEE things like when they had to spin the wheel thing on all the websites. Remember that, like every ecommerce website, like we’ll have Kelsey. Like, yeah, but that’s, it’s fun, because Kelsey is running it. Right. Right. Right. It’s like, that’s what it’s meant to be. That’s and that when you guys are using it is the way that it’s supposed to, it’s meant to be used, right? I

Norman Farrar  51:30  

know exactly what you’re talking about, though. Yeah. So it worked for a little

Diane Boestler   51:33  

while to do huge boosts. And then it’s like, oh, they kind of diminish, because everybody’s like, Oh, my God, there’s the wheel and get the wheel off, it’s gonna give me 5% Discount not worth my time, they want me to take a different page, like, I gotta buy a product right now, like, 5%, doesn’t matter to people like me, it already mean, I just want to buy the product Get out of my face. So um, so we looked at, we were looking through this, and, you know, we thought it might be HYPEE, like that. And it turns out 60% of the customers on Amazon prefer to prefer these anything where they can see multiple angles of the product. More than one, two or three images, right. And I want to be very explicit about this, do not put three different angles of your product, as your images in your auxiliary stack, just for fun. Like, it’s you’re not trying to fill space, that is some seriously powerful, very profitable real estate, right. So if you go to your pot, if you’re looking at you think like, oh, I should add three different angles, you know, like my images, two, three, and four, three different angles, you can do that if you’re using reading benefits and things like that to it, and you’re showing it in different angles, like in lifestyle images. But don’t do that, right, there’s a much better way around it, people get bored of that they’re like, Oh, look at the thing, think and if it’s

Norman Farrar   52:39  

lit off, on its side, top backwards. Yeah,

Diane Boestler   52:43  

we need those for graphic design, if we’re going to be putting those into lifestyle images, because you didn’t want to pay a photographer, like you’re either gonna spend your money if you want to make money, or they’re gonna spend your money on a photographer doing lifestyle images. And you need to make sure that they know how to take image, like the images that are going to sell to hand it off to a basic graphic designer, or you’re going to need to take the basic images that a photographer provides that are high quality, but just have your product and hand it off to a solid graphic design team, you’re going to spend money on one side or the other. If you’re gonna make money on Amazon, I guarantee it. So if you have an amazing photographer, and they already know how to take the images that sell and you just need to know which words to put on top, you can just hire a sales copywriter to tell you how to do that. And a graphic designer will put the words on top right? But if your photographer is someone who takes pictures, they’re pretty, right. You can’t have a graphic designer who just take who just creates pictures that are pretty because neither one of those people know how to sell. Right? And then you just have beautiful images and people are, it’s like your friend being like, yeah, your images are awesome. They’re beautiful. Bravo, you just won this big award for beautiful images. Why can’t you pay your light bill? Yep, got it. Right. Okay. So sorry. I don’t mean to be I’m like listening to things on the other side of the door. I’m like, It’s same time like there’s a baby out there wandering the hallway. Okay, so 300 So the 360 degrees spinning interactive videos, we know that those boosts sales, because people like to be able to see things from every single angle, right? We also know that grabbing lifestyle clips, even if they’re not featuring your product and putting the benefits features and transformation over the top. Like increases people’s likelihood to buy by 85% and then it boosts we’ve seen an average of 29.7% on Amazon using those right overall boost like overall boost in sales, okay? In conversions and sales same same. Um, so we started so we thought okay, what would happen if we, since a lot of people can’t you know, create these videos what would happen if like, we got a basic 360 spending video exactly how customer might see it and look at it, and we put it on top of one of these last clip videos, right? We saw an average sales boost because 60% More people then watch your video because they want to see that 360 degree rotation. Okay, and then they’re automatically going into the benefits those lifestyle with the left sub clips, and as opposed to 29.7% we saw a boost 47% combining them Whoa, That was our idea. I was like, Well, if I do this, and then this, like, anybody want to test this, and then a couple clients are like me, you know, so. So yeah, was really cool. So that was a big one for us. And other boosters. A person who’s authentically smiling has an average 10% Boost, please add smiling people, with the exception of like, if you’re selling proper products, please are not smiling people that looks creepy. But otherwise, you want people who are authentically smiling, like authentically happy, not like the cheesy, but you know, yeah, I direction we were talking about this, how do you get people to pay attention to where to like specific, very critical pieces of copy benefits features, without just having like, a ton of product images where you’re, you know, putting lines off, and people are like, Oh, so you know, like, I feel overwhelmed. I direction. At the beginning, I can show a good example, this one for a second here, at the very beginning of this, right, that’s, this is the thing I’m working on for my training, we have this right, so you can don’t do it that bold, like I’m doing it to be obnoxious, because I I am who I am, right? But like, if you have somebody who’s looking over at something, even if it’s like, one of the ways we does, like you have a group of people who are looking at like a woman dressed a certain way, right, like, she might just be walking a dog, and maybe we’re just selling like a you know, like a running jacket. Right? And you’ve got two people kind of looking at her and nobody really knows why they’re looking at her. But they’re looking at her. And it’s like, people are kind of admiring her right. And she’s running in a running jacket. And they’re just like, we have their eyes like their heads pointed that direction, eyes for that direction. And then we have like the copy in between it and it’s making a natural line, right? So you want to if you can, like find not as creepy as I did, but find use eyes to direct their people’s attention. You know, use the head turn direct people’s attention, right. So like, if you have a family sitting around, you know, like they’re making cookies, right? Or like they’re enjoying, you know, like, oh my gosh, I was just working on we just launched a product for a client that’s like this stackable steamer. Okay, awesome, awesome looking products. So beautiful. We have so much one of the images on that one. And like we you can have like an assembly we necessarily do, but you can have like a matriarch of the family, you know, with her other family surrounding it looking at her right like surrounding the island. You don’t even have to show their heads, like kids, other adults whatever. Looking at her and that directs their attention, then you would put the copy. Oh, hold on for a second. I have her. Can you guys McKinney for charger because mommy’s on it on a call. Thank you. Good job, Tegan. He’s so cute. He’s six. And he’s talking like this. Because if teeth are missing.

Diane Boestler   57:40  

I love that kid. So yeah, use eyes, you know, as directionals, use heads, directionals, anything like that you can find specific elements, like for HIPAA products you can use like, you like you might get an alarm clock that’s like an arrow that kind of points to something else that you want to sell, right? Like use look at your images in terms of directionals What is it pointing away from your sales copy and towards like, don’t have people looking down and pointing down towards like your, your, your competitors, images below your bullet points, right or your images? Don’t Don’t do that. Like, pay attention to where you’re drawing people’s eyes. And you can use it with like colors too, like orange and yellow, very tiny amounts like No, unless you’re hip and retro and you’re edgy, like your brand, right? You can totally use orange. That’s a great idea. But for most of the products on Amazon, we’re not using a lot of orange, we’re not using a lot of yellow, but you can use it to attract attention to where you want it to

Norman Farrar   58:33  

1. Are you saying

Diane Boestler   58:35  

I’m hip? You’re totally hip? Ooh, not. That’s not offensive, but you’re totally I’ll see if I can use orange. How many people are using orange beards on their privacy? We know our stuff. It’s kind of crazy. Okay, let’s see here. Um, we’re going down to back into other ones. And again, like I had like, 126 of these crazy things. And so I boiled it down to like, what the biggest things were Yep. Okay, go into the next one. Without trying to be boring and just like bombard people with snarling person i direction, right, any kind of directional press anchors, we talked about that BPA free on your bottles on your packages. Every every way you possibly can on your images. Buddy, can you close the door? Do you get if you want to just come in and listen, you can. I’ve got a little bunch of little budding entrepreneurs running around here. And the like the baby schema. That’s another big one. Like we I mean, everybody’s tested this very little peep free things and little people sell because we’re biologically wired to feel warm and fuzzy and connected to your product when you use cute little chubby things and cute little fluffy things. Right? So try to get them into your images, even if it’s not extremely product relevant. Because it anchors that we want it what we’re trying to do with images is we’re trying to evoke an emotion that causes them to buy. Right, right. I’m feeling like because of our biological wiring to feel warm and fuzzy, there’s that’s not going to be a negative thing. If you use a baby, or again, unless you’re like in a really like hardcore, like, we’re not using babies and MMA images, we’re not using babies and prepper images, we’re using babies and like household images, obviously baby products, anything where it’s family oriented, where you want to anchor that nostalgia, right? We talked about using the sales copy at the bottom of the image, anchor ease of use, ease of use is huge. People don’t, people don’t avoid buying a product, because they don’t believe the practical work, they avoid buying a product a lot of times because they believe they’re incapable of getting the result that the product can deliver. Right? So if you show that something is easy to use, whether you’re using an image, like, you know, someone is taking a supplement, right? Or like if someone is putting together like this wine rack that I just helped launch is really pretty, haven’t actually like to go build it. But I know it’s easy to build, because I had to hope right? Like, look at the instructions for it. Right? Like show like a kid doing it. Right? Can a kid put this together? Can a kid use this product? Obviously, there’s liability issues if you have a kid using anything with the charter with fire. Right? Don’t do that. But ease of use is importance. Feel free to jump in and ask questions. Anytime. These are just like the big ones. We found.

Norman Farrar  1:01:14  

One of the one of the other things I don’t we haven’t touched on is introducing those hypnotic anchors, you know, introducing it. Now, is that in another slide or?

Diane Boestler   1:01:27  

Yeah? Are you talking about the hypnotic anchors where we create a hypnotic anchor for a product? Make it stand out? Yes, yes, yes. Yeah. Okay. So if you have, okay, so there’s those belong in so that and then your your image that anchors your features to your benefits in your gallery image sack, those belong in position two and three, right. And I’ll go more into that in just a second. But unless you can get away with what I call what we call a review stack, which some people can, and some people can’t for some reason some some people, Amazon tell some people, you can’t have reviews that are stacked on your auxilary images with like five stars above it, right, and you can’t use Ruby for a website. They tell some people that, okay. That’s Mark’s phone going off, oh, it’s like Irish something or another, I don’t know. You you want to use you want to feature your hypnotic anchor in big and bold anything your second or third image, the same one that you’re connecting your features and benefits in, right. And if you if it’s a really big deal, right? If it’s the end, it’s a really big deal. If it’s the only thing is positioning you as different than your competitors, your hypnotic anchor is a supremely big deal. Because all vacuums can suck up a bowling ball will just be real bad had to go patent that, like they had not patent that they had to go, like gain legal rights to being the only company that could show for 10 years that they can suck up a bowling ball. It’s really important. So if it’s something that’s going to be super important to your customers, and it’s something that like the only thing that really defines your product, besides your color psychology, which is a big deal. But if it’s the only thing that defines your product, besides that, put it in image Number two, use it in your first bullet point like as opposed to just having a summary bullet point as your first bullet point of why it’s the product is superior using your first bullet point, right, that’s when the hypnotic anchor becomes important. If you’re the first person on the market, selling it a sponge, you’ve invented the sponge, it’s this really cool thing with holes, that’s kind of squishy, and it sucks up water and then you can transport that water to their area and use it right. You don’t really need a hypnotic anchor. Not at that moment in time, when everybody else comes up with big things that squish and suck up water and can transport them in different colors and sizes that you need to start looking at navigators. Right? So using an image number two and three, I feel like I’m rambling about that. That’s such an in depth topic right there and how we use it and how we anchor it and how we can so it always goes back to the same thing. It’s about positioning on Amazon. It’s a comparison site. It’s not it’s not like you’re, you have your own sales funnel, and you own the traffic that goes there. And that’s what makes it so frustrating for so many people is they’re trained to think like I’m the only person that this traffic is going to see. And it’s not. You know, that’s very It’s heartbreaking for people who’ve been doing sales funnels, right. This is forever auto traffic, you know, but sad, sad competition. So, okay, okay. Neon highlights, we found boost things, obviously not with older products. Although we did test this on an older product a few weeks ago, or two months ago. Oh my god, it’s already October. In August, we tested this and you can put it on the on highlights between like where the the hearing aids plug in. Right and the people and the reason for that is because even though it’s a product for someone who’s elderly, it is being purchased by their children. Usually who were sick of their mom being like what, what what you know, see her human photos of your team. Like it actually looks like your team, right? Like a real human photo of your team that can boost by about 21%. That’s not super huge but human photos of your customers. Amazon knows that this is why Amazon uses these new review section like, hey, please upload a photo. You know, if you’re like now they’re prompting me like, can you take a picture of yourself with this? can live products sales up to 102% alcohol, um, instead of like alcohol glasses instead of using regular and I know that there’s a lot of countries that don’t drink alcohol. So this is not meant to be offensive that I’m discussing this. But we found that, you know, we’re using some glass that looks like a wineglass that has something red in it, or something that looks like a specific type of beer glass that has something like beer in it that we can see up to 47% boost, but that doesn’t work really well. If it’s not relevant to your demographic or brand. it backfires your sales can go down. So be really really careful if you’re a conservative brand or if you’re selling to more conservative folks who are more on the titular side don’t use alcohol in your products. Let’s just I’m just sharing something we tested right okay. I’m nostalgia II go through lifestyle images you feel stuck. This is where your head right? Because your images are meant to evoke a specific emotional states. Especially you know, things like food, household wedding, baby DIY, anything that’s like life event related like wedding albums, we want to use nostalgia.

Diane Boestler   1:06:25  

Weight loss, especially works for the wealth nostalgia, like anything is Virginia products. So and the Celtic image, and again, these are some of my favorites, because it’s just so easy. We’re already pre programmed to see a baby and be like, Oh, or like, on your wedding day like with someone I was working with someone who’s selling one of those little pillows still understand what they’re for. Why I mean, I under I consciously aware of like cognitively aware of what they’re for, but I’m not aware of like why, you know, to each their own. So on top of it, there was like this cool little seat like this, like this fabric colored stands with like this little pen holder and a pen and there’s like the book, right. So to create a nostalgic image, what we did was we we took their product, and we put it on an image of like the grandparents olds, like on the same table as their grandparents old. Their old photo album, their old wedding photo album, and then we use the pillow to showcase their grandparents wedding rings, right and kind of position so was anchored, that these are the grandparents wedding rings, right? That kind of nostalgia creates huge boosts and anchors your customers to you really, really quickly. If you can use the selja if you go through all your lifestyle images and say okay, what’s one image I can use for nostalgia like you’ll see a boost just from from making people feel like that warm, fuzzy, nostalgic, like, oh my gosh, my grandparents wedding album or like, remember that old family dinner when we were eight years old? And you’re like, Oh, you remember when we used to bake cookies with grandma. It’s that feeling and you can get in and men with that feeling. So if you’re trying to sell like a Oh my god we’ve used this for to increase sales for men on those diaper backpacks, the diaper bag backpacks, which are really cool. In like the dad like cutting a baby’s hand just just a dead cutting a baby’s feet that no it has nothing to do with like, the product is not in the image. Like but just like a dad cutting a baby’s feet, you know what I mean? is like the sales for men just went through the roof. For like, okay, Mister, I’ll just working for the men to run this one, you know. Um, let’s see here. We talked about most interesting faces, like people with bright hair, like red hair, like lots of freckles or their fate. They’re beautiful. Like everybody’s beautiful. But like, you know, they’re stereotypically beautiful. But there’s something that’s just a little bit quirky. Right? And that has to do with that we’re hardwired to, to fall in love with the faces that we see as nurturers and protectors from birth. And so when we see a face up close, that tends to help our sales comparison charts we talked about, right? Connecting the information until like little bites, and showing people like I’m checking up all the boxes for you. My competitors aren’t, don’t you already know this. But for people who don’t know, don’t ever use that your competitors brand names, say brand, your to use your name, and then brand B and brand C. And they’re examples of this. Like I have a whole book you can download on this. It’s free. That kind of explains it more, but don’t use your competitors name because legally, you’ll be in a world of hurt. Yeah, right. That’s, that’s like a libel lawsuit. The biggest lifts that we’ve seen so far, like just doing one changing one type of thing. And these are all lists from what doing one thing at a time. These are individually measured lifts, these are not lifts like these are not combined lifts, right? So you’ve obviously seen sales go up 500% 1,000% 5,000% By doing a bunch of this, but it’s very, very different than these are individually measured lifts. Okay. So the biggest lift that we saw was was color psychology, like messing with colors. And that’s when we started realizing that we needed to put together our own graphic design team because we were we were like working with clients to track through this. Um, so these stats are shocking Right, they’re apt to meet to someone like me, they’re shocking. Because as a mom, I don’t get up in the morning and think about what color I’m wearing. And whether or not it’s a power color, or whether or not you know, like, my kids socks don’t match half the time. You know what I mean? Like, but when I’m buying things, I never realized how much of an impact this has. So 62% of consumers, like make snap decisions to buy something or the 90 says the seconds based on colors. And this is a stat that’s been tested by so many different organizations. It’s unbelievable. So that means colors are like your package design, your logos, your images everywhere, right. And we know what kind of colors to use. Now, like we’ve been, we’re slowly breaking it down into like, if you have a product and this is your brand, and this is our this is your demographic and psychographic and this is what you’re selling. And this is like your micro demographic. People say avatar, and I’m not a big fan of the word avatar. I don’t know why it seems it just dehumanizes it to me, you know, but like, these are the people who are buying it, right? You narrow it down and use what they like, you can see huge lifts, like up to 132%, right? 84.7% of people say they choose to purchase a product based on colors. That’s not the color of the product, necessarily, as it is the color of the brand. 93% how something looks and feels within an image is the only thing that was more important than the colors used on that image. Right? And this is just changing like things about the image, not the sales copy.

Diane Boestler  1:11:23  

We didn’t mess the sales copy. We kept that the same, because otherwise, if you can’t tell what you’re actually measuring, let’s hear them. Okay, you guys are no colors evoke emotion influence behavior. Let’s see here. So we shifted this company from a yellow theme to a green theme, right? And there was zero reason to do this. Like there was just like, that’s the only thing we changed was moving from yellows, to greens, right? And we just wanted to test it. And we have clients, sometimes we’re just like, we want to test this. So like I have clients like an email and say, Okay, I want to test this, what do you think about doing it with your product? They’ll be like, Yeah, let’s do it. I’m like, Okay, I’ll pay for all this stuff that we’re that we you know, you’d only pay for so we’re gonna test this, I think it’s gonna work 132% 132% or 32.41% Lift, just from colors. And again, that’s based on their regular sales, just from shifting from like one thing to another theme and their auxiliary and their EBC A plus content section. Like, you think that’s absolutely ridiculous. I used to think these things when I was when creating sales funnels all the time, like 10 years ago, I thought this was ridiculous once would be like use the blue button instead of the green button or the yellow button or the red button or the purple button. You know what I mean? The call to action button. It drove me crazy. Because every client was hearing something very different. And so they all wanted something different. And I’m like, Okay, I understand. But like, it depends on the demographic. So and that’s not to say that you should just go do a bunch of green on your images. That saying this is how powerful color psychology is. Right? This is not me telling you go put a bunch of green and your images, although in a minute, I might tell you why you can if we have time, I’ll tell you why you should do that. Some of it. Um, I swiped this from this amazing company called co schedule. I let them know I swiped it. Um, but they have this great emotions guide and it shows like these major brands here, right? I don’t know. Can you guys see this?

Norman Farrar    1:13:11  

And I do want to just mention that these slides are going to be available later on today. So no, I’m so sorry. Yeah, if you can’t see it, you can see it on the slide. If you’d like to download it. You totally

Diane Boestler   1:13:23  

can download the slides. And there’s a book that goes along with it. That’s like a blueprint that walks you through how to do this step by step by step right. And it’s free. So, okay, so like for example, there are companies that want to give you that want to evoke a feeling of optimism, clarity and warmth. They use yellow, right, and those are companies like Nikon sprint subway, Best Buy right McDonald’s uses yellow right people who want to evoke like friendly cheerful competence use a lot in kids colors, Nickelodeon Hooters, Norm Amazon, huh Diane’s website yep, that’s what happens. So you know, cheerful confident, friendly, excited and bold. You see companies like Coca Cola, right youthful, like I’m cool like I’m part of the crowd right? Target uses these. Nabisco is what a lot of people know cannons what a lot of people would know. So if you look at like cannon and the field that a cannon product has, right, which is you know, that excitement, okay, that red excitement and then you go over to yellow and you look at Nikon right, there’s they’re selling the same thing. But they use two completely different colors and they own two completely different markets. Right Canada’s canon is supposed to be like more easily accessible and more a lot more people. Well, you can go to like a target and pick up a Canon camera right? A lot of the Nikon’s carry extremely high end equipment. So it’s really interesting that they still use yellow and this is a discussion I was having with my colleagues a couple of weeks. Kind of this is back in September like a month ago. Is like why are some of the some of these brands are so to shift their color scheme, because Nikon now what’s considered to be trustworthy, is more of the blue color scheme, as opposed to the yellow color scheme, which a lot of the older like the older people get, the older your, your demographic and psychographic becomes, the less they like seeing yellow and orange. Right? So if you’re selling a bunch of things to old people, that’s not like a technical term or a marketing term, but you know what I mean? People who consider themselves older than you don’t want to use a lot of yellow and orange, right? So yes, this is available, you guys can definitely download this.

Norman Farrar   1:15:32  

Now we’re gonna have to open up some questions. Sure. How many? How many tips do you have to go there? Dan?

Diane Boestler    1:15:41  

We’re down to just color psychology. That’s all okay. on it. But I don’t have to do them. People can go look themselves, it was more than I want to have it here. So people have, so it generates questions. Yeah,

Norman Farrar   1:15:52  

this does stick with all the information.

Diane Boestler  1:15:55  

Yeah, it’s taken us a long time to compile all this. This is good. I love this, though. It makes it so much easier. And I can go through a brand and say, okay, because when we get products, right, a lot of times what we get, there’s not the person that’s ever brands, they don’t really have a logical branch name. And that’s totally okay, that we get like a picture of a product. And we get like, these are the benefits of the product, right? Or these are just the features. And we have to, you know, like kind of suss out the benefits and the transformations, we do our market research, right, we basically get like, someone would hand us like, oh my gosh, like, I don’t know if you guys can see me now, or you can see the screen, but like a phone case, right. And we have to take something that’s just like basic that everybody else can sell and just put their brand on it. And we have to turn it into a brand and a product that sells. So it’s like picking up a piece of plastic off of the dirt that we know can do something and transforming it into a product that people can visibly see themselves using villas beneficial enough to buy. That’s where all this comes in. So there’s so a lot of this is just so that so people ask questions. So, you know, like this, create bits of knowledge and facts creates gaps, like opens up a nested loop in your brain and so that people have questions. So we don’t have to go through a lot. This is what I’m trying to say I’m I’m so sorry.

Norman Farrar  1:17:12  

No problem. So all of this is going to be available plus the book. Yes. And the giveaway. So just before we get go to the next section, answering some questions. Hashtag we’ll have Kelsey, we’ll enter you for the price. Tag two people and you get an extra ballot. Alright, Kelsey is questions. I saw some coming in. Where do you go?

Kelsey  1:17:37  

Yes. So we got lots of questions that are coming in. So I’m not sure how many we can get to but

Norman Farrar   1:17:44  

well, let’s do 131 30.

Kelsey   1:17:48  

Okay, Diane,

Diane Boestler  1:17:50  

I don’t know what time it is right now.

Norman Farrar  1:17:51  

It’s a it’s 121. So we got 99

Diane Boestler 1:17:55  

minutes for questions. And my at the bottom of this, you can visit my help desk and my email. If you guys have more questions, feel free. You guys know normally? No, I’ll answer questions all day long. So you might want to shoot me an email and you’re like, seriously stuck? Let me know. All right,

Norman Farrar  1:18:07  

very good. Okay, thank you. Great.

Kelsey 1:18:08  

I also pin the PowerPoint in the in our Facebook group already. So if you are part of our community, you can find it there. It’s pinned to the very top of the page available for everyone. Okay, for many. So is it a good idea to put the pictures from the reviewers as a collage in our copy in order to show non fake pictures?

Diane Boestler   1:18:29  

Didn’t catch is it? Is it a good idea to put the images from our picture from our reviews

Kelsey   1:18:34  

from the reviewers? Yes, that’s a collage in our copy in order to show non pic pictures,

Norman Farrar  1:18:41  

so multiple

Diane Boestler   1:18:42  

images.

Norman Farrar  1:18:46  

I would think it would be images like on that image in the slide deck.

Diane Boestler   1:18:51  

If you’re one of the people who Amazon says it’s okay, absolutely. I’ve had a couple people who say Amazon assaults against TLS, what we do is we create an S stack. Right. And so we do like for testimonials I need I need an exam, I need to find an example this figures we do for testimonials. And we’ll stack them and the one that’s on top is the one you want people to read that spicy specific. They’re kind of cascading down the top one that everybody can read a spicy specific to the point and says things like I tried this, it’s like the the, you know, the nested loop or the SOS pattern. Like I tried the other products. I was super jaded. And they won’t say jaded, but you know, we mean, um, you know, like, and then I found this and I was reluctant, but I tried it and you have to try this. This is the one that kind of thing, right? That’s your top one. And then every other one that you have on that image Tachyon do a collage necessarily but on this, I’m sorry, on the the cascade where you’re stacking these testimonials. These reviews you just want to be able to see you want to pick ones that have like an amazing highlight headline, right? That focuses on like, one big benefit, you know, the customer wants and someone’s used that as their review. So yes, um, don’t use fake reviews ever. And if you can get away with it, you know, above those reviews that you have cascading like this for reviews, they have cascading with three, just showing the headline of the review and the the one that’s forward facing bottom right, like customer facing bottom right? Make sure that, that you see if you can use stars above it, like five stars, because people anchor that. And then if you are a really strong, like, if you have a product that’s really strong reputation, but you don’t have a really, you’re there’s nothing really super special about your product, you want to use that image position number two, otherwise, you want to use that image position number six, if you have a video or seven if you don’t have a video. So two, six or seven is where we usually test those out in the sequence. But yes.

Kelsey  1:20:44  

Okay, and I just want to remind people that these are all recorded too. So if you’re following along and you missed something, it is available on YouTube. That’s the Norman Farrar is the channel name, and all of our episodes are recorded. So you can always go back and rewatch this as well as the slides are in our group. Okay, the next question is from Gerardo. We know majority of traffic comes from mobile, do the majority of sales also come from mobile?

Diane Boestler  1:21:12  

No. Still bought? Yeah, it’s still we’re at 52% of sales come from and we’ve just tipped the scale just measured in January 2021. tip the scale, and it could be back down. I don’t normally you guys measuring that somehow, because we’re using stats from like, major organizations on that, who can actually track that volume of traffic. But have you guys noticed a drop in mobile sales since people have gone back to work? Or is it not a drop?

Norman Farrar  1:21:42  

I’m from what I understand. The last thing that I’ve heard was it’s a it’s a majority of searches are done on mobile. The actual transactions are done on desktop. And you’re right, it was right in that area. 4048 to 50%.

Diane Boestler  1:21:59  

Yeah. So it’s going back and forth. So it’s kind of people are getting used to using their mobile phones, for sales. So you could lose out on 40 to 52% of customers who don’t mobile optimized me, that’s how I was looking at it is what are we going to lose? If we don’t take this action? What are we going to win like a 45% boost? That’s awesome. Like the thing you choose to focus on first is always the thing that’s that’s losing you the most money already the simple strategies, you can ship there losing your money, not looking at the extras in the advantages, right?

Norman Farrar  1:22:28  

These are all simple steps that people could take to Yeah, you know, so maybe you improve by 1%. Maybe you don’t, but one of these steps will definitely, definitely help optimize your sales. Yes. All right.

Kelsey   1:22:43  

Okay. All right. So just want to give a quick shout out to our LinkedIn viewers, Steven Pope and Vincenzo, it’s great to see you guys. Hey, guys. And let’s see from Marina, what is your product? Some? What if your product is something like a broom and you have a lot of whitespace? around it? No way to get around the whitespace?

Diane Boestler  1:23:08  

Well, okay, so if you’re using how would you use the broom? Just like a kitchen broom,

Norman Farrar  1:23:15  

like, are you I think there’s talking probably the primary image. So diagonal would be,

Diane Boestler   1:23:22  

yeah, try out funky positioning for your room and see how it increases your click through rate. And then your job is to get those clicks to convert with your other images or auxiliary images. Sometimes there are some products Amazon understands. Like if your room has a wide you know, you’ve got this wide thing at the bottom and you’ve got like a skinny handle, you can’t fill up 85% of space, that skinny handle, right? That’s, I’m guessing that’s what we’re talking about. Otherwise, show people using it and lifestyle images you can take. I mean, if you have a great graphics design team like we do, you can they can get that broom to do anything. Like they can they can put it in they can find that people and put it in their hands to use that broom, you know what I mean? Even if it’s, you know, like a funky like that the right graphic designers can do amazing things with images. So that’s for your auxiliary images, but for your main one, you got what you got.

Norman Farrar   1:24:08  

There’s no I’ve done HDMI cables before. And you know, seeing an HDMI cable with one long boring or just in a coil kind of sucks. So all we did was just do the one cable and the other cable end did incredible photography on it. And that was the primary and everybody else they did the old boring shot we zoomed in looked fantastic. And you know you can do that with a broom too. Yeah,

Diane Boestler   1:24:38  

anything that looks like detail that coloration and brings coloration matters on brooms like I would love to shoot me the picture of the broom and I’ll tell you what, you know, like shoot me an email and I’ll tell you what I would do because I want to make sure I’m not leading you the wrong way but if it’s just a regular broom like different angles is what’s gonna make a difference and you know, the attendant you want to stop their eyes on that search page, that search result page. I’m sorry All right, next question.

Kelsey   1:25:02  

Next question is from many what makes pictures look cheap? Which mistakes should be avoided? Oh,

Norman Farrar   1:25:09  

no, I got a shout this out. People who are iPhones think that they’re a photographer.

Diane Boestler 1:25:15  

Oh, people who think they’re a photographer, when very, very not good. People who think that if it’s been $14 and get on Amazon to have a photography studio to look good. And again, I’m not trying to knock on people because I only know that this is bad because I’ve been that person. Okay, so like, I’m with you there. Okay. Things that make things look cheap. I went through a bunch on this. So anything that’s dingy or yellow, gray or brown, or orange, any of the dingy or like if you look at there’s like bright there’s light. There’s like interior like darker colors kind of they look kind of muddy. Those colors look cheap. If you use a lot of them your main I have some Chinese sellers who have been working with I’m not doing this anymore. In China, there’s a lot of coloration that’s in that dingy or spectrum and in Asian countries, and that’s considered normal and natural. Right? And that’s what sells us. UK, Australia, New Zealand, right? What are we looking at Spain, France, Germany, the dingy your colors? Like the yellows, dentures, yellow, grays, brown, those look cheap. Anything where you have anything, if anything in your image looks shoddy? Unless you’re unless you are selling shabby chic, farmhouse or boho. You know, like nothing and your image should look shoddy. Yeah, at all. Or if you’re like, Okay, so if you’re like selling a mechanic, right, and you’ve got, you’ve got like a, a woman in a plaid shirt under a car, like she looks a little bit messy, like, it’s okay for her to look a little messy. And for the her old truck to look a little bit messy that she’s working on, you know, but like everything else should look like top notch, right? That makes it look shoddy? If it’s not any of the ones where you have the women who are like showing products like this, or they’re like selfies. No, most products do not sell based on selfies, and your influencers will know how to take a correct selfie, if you’re paying the money and someone else has paid the money a lot they’ve been coached. But there’s people who are like, you know, or they’re like, like, like showing them they have this big cheesy smile, their heads tilted back to an ankle and they’re showing the product on their palm with the other hand behind it. Like look at this. It’s amazing. Nobody’s buying it that makes anything look cheap. Right. Um, let’s see here.

Norman Farrar   1:27:19  

Yeah, just going back to those colors. Yeah, you know, we we’ve had, we’ve had a lot of different products that have come in where they’re very mute colors are just bland. And we know it won’t sell. So what we’ll do is in Photoshop will bring up the quality of the color. The work. Yeah, and it just make it pop a little, it’s not enough that it people are gonna say, Wow, this isn’t the same product, because it’s not the right color. But it sells on the picture.

Diane Boestler  1:27:51  

It does just don’t do it with things like carpets. Yeah. Or like things that people are going to large things people are going to look at. Yeah, like the you need to. So here’s the thing, there’s somebody who’s going to buy just about everything. So like, let’s say you have a big, ugly brown carpet looking thing. And you think it’s gonna be one color, you already ordered a bunch of the manufacturer and they think it’s gonna color. Just find the right setting and demographic to put it in, there are people who really thoroughly love old ugly pile brown carpets, like they’ll spend a lot of money on, they think they’re classics, right? So then you start framing and like the classics, and that, you know, it’s all about how you frame it. But yeah, definitely bring up the warmth, and the depth in your product color. Anything you’d like a carpet, you’re gonna want to like, zoom in. Anyhow, I go on forever about this stuff.

Norman Farrar   1:28:33  

So it goes one last question, and then we’ll go to the wheel.

Kelsey  1:28:37  

Okay, one more question. Let me just see if we had one. Okay, from MC elite. I have a nice lifestyle photos, but my product has eight features and functions. Do you suggest to present four of them on listing photos in the restaurant a plus content not to make listing photos cluttered?

Diane Boestler   1:29:00  

How many features? Eight?

Kelsey   1:29:02  

So he has eight features and functions. So you split them up?

Diane Boestler   1:29:10  

How many features do the customers or the customers going to see all those features and somebody else’s images because if they only see that you have four and those four aren’t the most important four if they need to see eight like you did it you can break it into image to an image three. Right? So show the product in two different angles and match those features to those ankles with the image and then you know, like do two different images so they see all four right?

Norman Farrar   1:29:38  

He says it’s a baby product. Yeah,

Diane Boestler   1:29:40  

it’s a lot product,

NormaN Farrar   1:29:41  

a baby product.

Diane Boestler  1:29:43  

Oh, I love baby products. You should just like I’ll tell you what we did. Um, so like you like those little shisha apples, right. We’ve like the little shirts. Do you guys know what I’m talking about? They play music they say they have like, light up eyes or They work as like a glowing, you know, nightlight to soothe baby, they, you know, are plushy soft there, you’re talking, you know, like, if you have the different features is probably the number of things that a person can use it for. Right. So. So yeah, I mean, you can definitely when you’re a parent and you’re looking for those things just split it into two different images so it doesn’t get overwhelming.

Norman Farrar   1:30:21  

Oh, there you go, Tom.

Kelsey  1:30:25  

Okay, all right. So I think it’s time to move over to the wheel.

Diane Boestler   1:30:30  

Yes, free anymore. I’m like dancing around. Okay. I’m here. Hi, I’m back. Okay, let’s get to

Kelsey  1:30:37  

1. All right, we’ll have Kelsey. All right. All right. So we have lots of entries today. So thank you, everyone who entered. I’m just gonna double check. Make sure we don’t have any last ones. We have an Amazon FBA that just entered. Right? So I’m only to spin two times because we’re giving away two items. And $2,000

Norman Farrar   1:31:14  

prizes. That’s crazy. Yes,

Diane Boestler  1:31:18  

thank you. So you might check on the graphics team first to ask them like is it okay if we do this because I’m a them. But like, your capacity for this right now. They’re like, we love you. Back so Oh,

Norman Farrar   1:31:31  

okay, let’s get the Spirit.

Kelsey   1:31:35  

All right. Email me, Kate at lunch with Norm if you are the winner. So the first winner is Caitlin star.

Kelsey  1:31:50  

Alright, Hello youtubers. So make sure you email me. I’m not able to contact you.

Norman Farrar  1:31:55  

Yeah, that’s important. We can’t see your or contact on YouTube. So lunch with

Diane Boestler  1:32:02  

because we need information to it’s a process, like a one day thing. All right, Laura.

Norman Farrar  1:32:10  

Okay. You know what? I am so surprised. We broke the winning streak for Tom over at AMC elite. Sorry, Tom.

Diane Boestler 1:32:20  

Sorry. Tom probably already has an amazing graphics team.

Norman Farrar  1:32:25  

Okay, so, yeah, just please contact Kelsey. And I think that’s it. So Diane, thank you for all the insight and all the information today, the PDF, the free book ever, the two giveaways, really appreciated and all the knowledge that you provided today about optimizing these images that a lot of people just don’t take into consideration. So I don’t know how you’re gonna outdo yourself on the next one. But this was awesome. Thank you.

Diane Boestler  1:32:52  

Testing A, we are testing a, we’ve been in beta testing for three months on traffic. So we will we’re seeing how that’s boosting conversions. So pretty soon we’re gonna have like, more traffic knowledge. So maybe I’ll bring something really cool about hypnotic traffic. But I haven’t found a hypnotic angle on that yet. Like, it’s keywords. And you know what I mean? So, but we’ll find

Kelsey   1:33:17  

out. All right. All right. Just just want to jump in. Diane, did you say it was okay to post your email? If people had questions?

Diane Boestler   1:33:25  

It should be and it’s on the PowerPoint at the bottom. If people want to grab that, um, I posted I made an easier website. It’s called Hack sales.com. Instead of like hypnotic, Amazon copywriter, copy all the like, really wild ones? It’s hack sales.com I answer the help desk there. We’re still like we’re a little bitty, you know, like powerhouse of awesomeness. But we’re a little bitty. So I still answer all that stuff. So get

Norman Farrar  1:33:46  

your desk to you’re also one of the contributors on the in the Facebook group as well. So yeah, yeah, you can

Diane Boestler  1:33:55  

ask there, just make sure to tag me. Because I I don’t know. I don’t really go to Facebook much until like I get tagged and then I go and answer questions.

Norman Farrar  1:34:03  

Okay. All right. Well, Diane, thank you so much for being on. Thank you for all the information and everything that you gave today. It was great, very insightful. Can’t wait to have you on next time.

Diane Boestler  1:34:16  

Yay. I’ll come up with something awesome. All right. Later, guys. Have a great day.

Norman Farrar   1:34:21  

You too. All right. All right, everybody. So I hope everybody enjoyed that. Oh, we’re gonna have another very interesting guest first time guests coming on. And we’re going to be talking about standard operating procedures. And he is the founder of process dot street. So process Street. We’ve probably heard about it. We talked about it. I’ve used the platform before, and that’s Vinnie petanque car, and we’re going to be having him on Monday. So looking forward to that. Now I got to give a shout out to seller eyes, our new sponsor sellers. Is your comprehensive solution for your everyday business needs. It’s everything you need to grow and scale your Amazon business is just one click away. For more information, make sure you contact a demon and his team over at solarized calm. And just a quick reminder, seller rise is only with his has only one art seller. i s e seller is e.com. Alright, Kelsey.

Diane Boestler  1:35:30  

Alright, so thank you, everyone. For your questions, your engagement today. It was a great turnout. And I hope you guys enjoy. I know, Diane is one of the big big names that just everyone loves her. And you can just tell by the comments that people really enjoyed today’s episode that so that’s great. Also wanted to give a little shout out to Amazon FBA, who’s joining from Facebook. He said he’s never listened live before. So this is his first time. He usually listens to us on Spotify when he’s golfing. So very cool that you were able to join the show live because I think it’s a little bit different once you’re actually part of the live show. So this is available on Apple, Spotify, Google podcasts, all that stuff, too. So check it out if you ever miss an episode, but also our Facebook group is up and running. So that’s me or lunch with Norm Amazon FBA and ecommerce collective. You’ll find all the slides from today’s episode pinned to the top of the page, you have to answer three questions to get in. But other than that, have a great weekend. And let me see if you’re interested in some private group sessions with me and norm. Along with some guest experts. We got monthly SOPs, go over to our lunch with Norm websites. That’s lunch with Norm calm and click on the membership. And that’s about it.

Norman Farrar   1:36:53  

Good. And you left my lines alone today. So that’s an hour now. I’m excited girls. All right. So join us every Monday, Wednesday and Friday at noon Eastern Standard Time. And thank you so much for joining. It was a great episode that is so much engagement which was fantastic. Sorry, we couldn’t get to all your questions, but Diane just kept giving nugget after nugget after nugget. So I didn’t want to interrupt. Anyways, thank you for being part of this community. We couldn’t do this show without you and enjoy the rest of your day. Enjoy your weekend.

Transcribed by https://otter.ai