#116: Amazon's Hidden Rules Strategies

Episode: 116

Title: Norman Farrar Introduces Ashley Armstrong, The Hidden Rules Expert™, Business Advisor and International Best Selling Author.

Subtitle: “Every Coach Needs A Coach.” 

Final Show Link: https://lunchwithnorm.com/episode-116-amazons-hidden-rules-strategies-w-ashley-armstrong/

In this episode of Lunch With Norm…, Norman Farrar introduces Ashley Armstrong, The Hidden Rules Expert™, Business Advisor and International Best Selling Author.

Ashley is the Go-To eCommerce Expert for National USA Media. She helps multi-million dollar companies and solopreneurs navigate proper product positioning to scale their businesses using the Visual Profitability Method. In this episode, she talks about keyword targeting, the power of media, and women in eCommerce.

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:

• 3:31 : Ashley’s Background
• 4:08 : Why Media Is One Of The Best Channels For Product Companies
• 6:08 : Ashley’s Favorite Reach On Media
• 10:00 : Influencer Marketing And Choosing Your Channel 
• 11:33 : How Important Are Images For Your Brand
• 13:10 : How To Improve Your Product Images
• 20:05 : The Riches Are In The Niches
• 26:41 : Lifestyle Images
• 30:22 : Infographics On Your Amazon and Your Website
• 33:47 : A Plus Content
• 40:56 : Getting Earned Media
• 46:17 : Video Editing Apps
• 47:37 : Women In eCommerce
• 53:49 : The Importance Of Having A Mentor
• 56:35 : Getting Feedback On Your Product Listing

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Explore these Resources

In this episode, we mentioned the following resources:

• • https://www.linkedin.com/in/ashley-sage-armstrong/
  • Clubhouse
  • PickFu
  • Usability Hub
  • Spark Toro
  • Adobe Stock
  • Shutterstock 
  • Unsplash
  • Burt’s Bees
  • Snagit
  • Camtasia
  • ScreenFlow
  • Jing 

• thehiddenrulesnetwork.com

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• normanfarrar.com

Norman  0:01  

Hi everyone, it’s Norman Farrar, a.k.a The Beard Guy here and welcome to another Lunch with Norm, The Rise of the Micro Brands

Norman  0:19  

All right, so today we have a first time guest Ashley Armstrong, the hidden rules expert, business advisor and best selling author. She’s the go to eCommerce expert for the National USA Media. So how’s that? Anyways, Kelsey, where are you? 

Kelsey 0:41

Hello. Welcome, everyone. Welcome to the show, Marie. 

Norman 0:46

I gotta make my own podcast again. 

Kelsey 0:47

I know, you’re running late.

Norman 0:49

Look, I got things sticking out of my head up there.

Kelsey 0:53  

I’m farther. 

Norman 0:54

But yes, it’s all part of the show. Right?

Kelsey 0:57  

Okay. So yes. Welcome, everyone. Welcome to the show. If you’re new to the show, you can head over to our Facebook group Lunch with Norm Amazon FBA & eCommerce Collective and if you’re watching right now, smash those like buttons, share the video. Yeah, that’s right. I remembered and yeah, get the word out if you have someone interested that you can think of in the topic today, go ahead and take them in the comment section. We do have a really great giveaway and I think you guys are really gonna enjoy it. So we have our Wheel of Kelsey at the end of today’s show and yeah, we have a new song too if you guys missed that last on Monday, so it’s gonna be fun. But yeah, if you missed out on any episodes, if you’re looking for some highlights, you can go over to our YouTube channel. You can just search Norman Farrar Lunch with Norm you should be able to find it. Yeah. Welcome everyone. Victor is here and we should get into it. 

Norman 2:02

Victor’s in the house. All right. Very good. Hey, Faye. Hi, Marina. Hey, Yarrow. How’s it all going? Yeah. So today we’re going to be talking about hidden secrets of Amazon, the entrepreneurial mindset in 2021 and we’re going to dig into the world of women of eCommerce. So if you have any questions? Oh, Hey Radd, how’s it going? If you do have any questions, just throw them over in the comment area and we’ll try to get to them during the podcast. If not, we’ll get them posted in our community group and we’ll get them answered one way or the other. So sit back, grab a cup of coffee, enjoy the show and welcome Ashley.

Ashley 2:42  

Hello. How are you doing?

Norman  2:44  

Do I look like a tomato?

Ashley 2:47  

Not quite. I think the beard is taking the effect.

Norman  2:52  

I don’t know what the heck’s going on? I’m supposed to have a really great camera right now. But obviously, the white balance is definitely not white. It’s more tomato. 

Ashley 3:02

I had the same thing happen to me the other day, and my face was all red and then my neck was like pure white and it was just because I was leaning on my chin like this for too long before I did a video. So sometimes they win, sometimes you lose. 

Norman 3:15

Maybe it’s just because I’m talking with you. So now I’m all flushed.

Norman  3:21  

So Ashley, for those people that don’t know you, can you just give us a little bit of background about yourself and what you do. 

Ashley 3:31

Yeah, well, Hello everybody. I’m Ashley Armstrong, the eCommerce and rules expert and I help establish product companies that spend millions of dollars are leaving on the table through my advisory and women eCommerce mastermind.

Norman  3:42  

Very good. So these Amazon secrets, are we gonna get into any?

Ashley 3:47  

I certainly hope so. That’s the whole point. Is it not? 

Norman 3:52

Yeah, I don’t know, if you want to dig into that now. Or maybe a little later. 

Ashley 3:57

I will follow your lead to be quite honest with you. 

Norman 3:59

One of the things I wanted to talk to you about is media, and why is media one of the best channels for exposure for product companies. 

Ashley 4:08

Oh my gosh, well, you definitely understand this probably better than everybody else and I absolutely love your services, I’ve actually used them. So I’m definitely going to give you a route to go back to you guys, and how you can help product companies get into that other channel. Really, at the end of the day, what I’ve definitely noticed over a decade of being online when you’re looking at eCommerce sellers and the training courses, communities, software tools, we kind of use the same kind of individuals, I guess you can say to kind of get recycled around generally speaking, that’s all great and dandy for the training aspect. But then when it comes to getting yourself visible and in front of your potential consumers or customers, again, of course, social media is blowing up, everyone’s using social media every platform they possibly can. But the age true old school methods aren’t really being used as much just like snail mails not really being used, and the TV aspects not really being used to really highlight what we’re doing because so many people are focusing so heavily on the social media aspect. So really when it comes to getting into media that not necessarily just is TV but yes TV, yes podcast and yes publications and really at the end of the day, when we know there’s not a lot of people that are leveraging that particular channel, it really is just sitting there waiting for like the next person to jump in and their particular niche or demographic, and take over really at the end of the day and of course if you are working with someone who or excuse me, if your ideal customer might be more millennials, that could change it a little bit and or if your consumers are more than the elderly, which we could not reach them online up until 2020. We’re now because of 2020, more of the older population has been getting online, but really, at the end of the day, they’re in front of the TV. So if you are targeting those particular people, think about getting yourself into the media and into the channels where those people are able to see you that’s not necessarily using social media.

Norman  6:01  

Now, what’s your favorite reach? Where do you like to show up on the media? Where do you get the most exposure? 

Ashley 6:08

Ah, I’ll actually be quite honest with you. It’s podcasts, I love podcasts, because it’s more intimate, you get to meet really amazing people and 9 times out of 10, there ends up being like a joint venture afterwards of how we can be a value add to each other and everyone’s really more about giving each other a leg up, the tide that rises, lifts all boats. So I absolutely love doing the podcast aspect. But I am a regular guest expert and then Emmy Award winning national TV show The List TV, and I absolutely love being on that particular channel and it’s not necessarily to talk about my expertise and how specifically to help product sellers. It’s more about educating the people at home and the reason why I absolutely love that is especially because of 2020. So many people realize the jobs were not as secure as they thought they were and or they needed to pivot their business and so when I’m unable to be a regular guest expert on that national TV show, that is broadcast and 40% of the country’s got over 50 million views, I can really help those individuals at home who thought maybe I want to be an entrepreneur but not willing to surely they don’t really know what it takes to be the entrepreneur, they don’t understand that the time investment, the energy investment and the capital investment that’s required and necessary to start a business. So I can kind of rah rah those people and prepare them and then I can be like, Hey, look, you’re looking for something, online is a wonderful place. There’s these options to help you get yourself up online, whether it’s selling products, or physical products, or digital products, or whatever it might be. So I love that channel where I’m really able to help the general individual who’s not in our space to give them a little bit of a behind the curtain view, to help them give them a leg up. So that’s what I really love to do.

Norman  7:45  

Yeah, it’s so crazy. You talk to so many different people, and they have great products. They go the PPC route on Amazon. They might be doing Facebook advertising if they’ve got a Shopify store, but they never think about earned media, or they might go to a press release. But that’s about it and it’s not continuous and you don’t get your word out there. The podcast is great. You can have a podcast You don’t have to be in Amazon services to have a podcast. You become an expert in a field and let’s say it’s the pet niche. I know we had Dave Grimes on from Paw and he does his Paw corner with Marley, Marley’s his dog. Now he’s become that expert in his field. Now he’s taken that onto Amazon live and he’s starting to build that side of Amazon up, getting those followers there to so many different forms of media that you can take and podcast like you say, it’s great, Clubhouse. We’ve been talking more and more about Clubhouse. Yeah, it’s a great forum to get your message out there right now and imagine going back to the dot coms and you could just pick your own comm name what you could do that right now if you create a club and Clubhouse, you can go out there and be whatever you want to be like it’s so easy. I ended up getting eCom club. Now, it’s a pretty simple club and how many people are going to be searching for eCommerce. So I’m hoping that once I get it really rolling out, that  we’re going to be able to help a lot of people, have a lot of rooms but that could be for beauty, that could be for home and we’ve got a client that’s in kitchen utensils, he sells high end knives, men having a cooking show, like just even talking about cooking products or how to make things differently. You can do that on Clubhouse. You can have a podcast on that. You can grab influencers and what do you think about influencers, by the way? Influencer marketing.

Ashley 10:00  

I love influencer marketing. But really at the end of the day, it’s really important, imperative that we don’t overwhelm ourselves with trying to go after too many different channels. So it’s like if you’re gonna do one thing when it comes to that outreach or driving traffic, definitely pick one or two channels that you can really dive into, dedicate yourself six months to a year on to really, really leverage it, become an expert in it, understand it and have it running on a little bit of an autopilot, and then move into another channel. But I love influencers number one, because it does obviously give you a little bit more outreach. It’s like a joint venture partnership that you’re going to be doing with affiliate marketing or something along those lines. But really, when it comes to the influencer marketing, it can really hone in to your particular audience that you had no idea even existed, and you’re just leveraging what they already have for one aspect and two, it’s just getting the word out there really at the end of the day. So there’s high level, and then there’s medium level and those micro levels and really, at the end of the day, it just depends on what your budget is, your reach, and how much time and energy and effort you have to dedicate to it.

Norman  11:02  

What about consistency? I’ve seen some people that go out there and again, it could be a podcast, it could be earned media, it could be whatever it is, it could be even social, it could be whatever. But consistency is probably the most important thing and like for, I guess a question, what about images, I’m thinking about images and how important just that image for your brand is? 

Ashley 11:33 

Yeah, all you’re totally speaking my, you’re right down in the center, like I loved it, that’s my jam, I love the visual representation and the science behind graphics, and it’s definitely something that really gets missed and of course, it does get talked about. You do see software tool we’re doing little training programs, or like listing optimization, they point at it, they talk about it, but really, at the end of the day, there’s a whole science behind it that a lot of people are not aware of and so when you’re talking about brand, or even just positioning a particular product line, what’s really interesting is that the as a human being, we’re predominantly built to be visual individuals, like the majority of the population are visual people. I’m a huge visual and kinesthetic, so I gotta see it, and I gotta do it, then listening to it is definitely not my jam, which is why I do find Clubhouse a little bit difficult for me, because I really have to like really pay really pay attention just to stay on track. But the fact of the matter is, is that no matter if it’s a blog post, or a product listing, or anything that is being seen online, we know that scientifically and through stats, that 80% of the people who do land on your pages, they just skim the information, they don’t actually read anything, right, but they will look at every single one of your images and when we had an attention span of 15 minutes, but 10 years ago now that attention span is seven seconds, the most important piece of real estate outside the title is the images like that is what’s going to make or break you.

Norman  13:01  

So are there any points that you can give us that can help improve outside of the obvious, but that can improve your image quality?

Ashley 13:10  

Well, absolutely, first and foremost, if you’re going to be selling, especially a product online, people are not buying your product. At the end of the day, they’re buying the pictures of your product. So take that into consideration. Definitely make sure that you’re hiring a professional photographer to help you get like the first foundational in use lifestyle images of your particular product. So that’s kind of like number one and that’s obviously a given and really like five years ago, six years ago, everyone was really heavily in during the stock images and placing their product on top of it and you could definitely tell that it wasn’t legit. If you’re trying to get yourself up there and you have a very small budget, by all means, like get the ball going. But when you are able to bring in a professional, definitely do that with you, obviously great lighting, very high quality. That’s definitely number one. Outside of that, the next step is infographics and a lot of people think of infographics these days, huge long pages of like arrows and data and it’s like it’s very conjungled, there’s a ton of information in there. So you want to take that sort of idea. But we’re going to transition that over into the physical product realm, where you’re going to want to make sure that all the images that are actually displayed, we’re talking about Amazon right now. Depending on the category, you can have the six images displayed up to nine images, whatever it might be, but the ones that are actually displayed, they’re not being hit, and you want to make sure that you have a storyboard outline between those top six and you’re going to obviously follow the rules. The very first one has to have like the white background. We’re not going to talk about that. I think everyone knows that part. But after that you want to be using the information that is most key to your particular product, the features, the benefits, answer the customers questions, and then what you’re going to be able to do is you can have like little bullet points, you can have arrows, you can have zoomed in features, you can have comparison charts, you can have a whole bunch of information that you would have technically in your bullet points and in your description, really brought down into bite sized pieces where you can have image and text and that’s really what the infographic part is and so if you can talk about the who, the what, the where, the how, when and why in those images with the very last one that is actually visible with a call to action to drive them to the buy box, you’re going to really do yourself, the due diligence of making sure that no customers are falling through the cracks, because we know for a fact that no one’s reading anything and with 150 million people using the Amazon app, I’m pretty sure everyone’s familiar with their on their. The only thing you really see is the images. Because the bullets, they all get condensed, they all get hidden, you have to go search for it and a lot of people don’t have the time and energy because they’re just so quick to jump because that’s what Amazon wants you to do. They don’t care who you buy from as long as you’re buying. So you really want to catch them, you want to hold them there and you want to give them all the information they need in order to make that educated buying choice. So that the customer also does not get buyer decision fatigue, they can quickly disqualify the competition, because you’ve given all the information, you’ve answered all their questions within those images that allow them to go to the buy box without second guessing themselves. 

Norman 16:09

Yeah, and I’ve done this, I was talking about a product I was trying to buy the other day and I would what if it to death, I was going back and forth and I’m a pretty experienced Amazon seller. I’m talking about buyer, buyer, not seller, buyer and I’m going through and I’m going back and forth between, I’m trying to see exactly what the difference was between similar products, probably from the same manufacturer and I couldn’t make my decision up and I actually clicked off and I didn’t buy the product at all and one of the things that you were talking about is so important and I absolutely hate seeing, this is one of my Oh my God, pet peeves is when people fill up their image with a book. Like, it’s just so much information. I don’t want to watch it look at this image, like where did you and why did you do that and a lot of the times people are thinking, Oh, I’m just gonna make another bullet point out of this. But it’s not a bullet point. It’s a bullet paragraph that they put on there. It’s crazy. But just keeping it simple, even directions, that’s another thing, that really great point, when you do your storyboard and one of the things that I look at is that, does something jump out? Is there a difference? Is there contrast between the first which is going to be on a white background? Or the second is it going to be on a white background, and is it going to be exactly the same except the backside, or something on its side or whatever. But just enough to bring your attention to the individual photographs that you can’t see, like their images, they’re very small. But if they look like they’re all the same, and I had this the other day, this is one of my clients that had really great images. But on a mobile phone, it was on a quadrant. So you couldn’t see the images. So break apart the images and now it’s a single image showing a different use for the product and the other thing that we were doing and now I’m taking up all this time, but.

Ashley 18:21  

No, I love it. 

Norman 18:22

But we thought all this is going to be a great image. This product covers about three or four different niches. Okay, we put it up there and we got very little sales, very, very little sales. Then we went into our PPC and we saw what the search terms were, what search terms were converting, and it wasn’t for that image. So we went to PickFu and we put all the images out there and sure enough that image got 6% of the votes and now we’re hoping that the one that we have now is going to be a lot better, more direct, targeting the keywords that are converting that we put it this way I can’t tell you the brand but let’s say that one has 20,000 and we could dominate the 20,000. However, nobody was buying it. Okay, the keyword wasn’t converting overall. You can go into a much smaller niche of maybe 1000 and we were getting 20 or 30 or 40 sales out of that and it was so weird because what we were targeting and what this is meant for has nothing to do with what we’re selling. Ain’t that weird?

Ashley 19:41  

Oh my gosh, I love that. That is definitely weird but at the same time I love that you’re like digging into it. I like to use the Utility Hub which is similar to PickFu, you can put images on there. 

Norman 19:57

Yeah, Usability Hub right?

Ashley 19:58

Yeah, Usability. 

Norman  20:00  

Awesome. Yeah, Pickfu or Usability Hub works awesome. 

Ashley 20:05

There’s lots of them and the thing is, those are great. Obviously, they’re paid services and you can narrow down to demographics and location, which is wonderful. Of course, it costs a little bit more to get that sort of information. But if you don’t have an email list, or a Facebook thing that’s attached to your brand, where you can do the Ask Method, Ryan Levesque, the Ask method, if you don’t have that, then you have that paid service to really help you get a leg up. Because really, at the at the end of the day, which I know, you definitely probably experienced this a lot, where when we’re working with sellers, they’re so in love with what they’re doing, they’re unable to detach themselves from what’s going on. You’re too much of an expert, you’re too close to it, you need to have that outside perspective, because you’re not the one buying the thing. Everyone else is, so we need to actually position it for everybody else, not ourselves in a lot of cases and getting the feedback like that really helps you narrow that part down and the other aspect as well as what I absolutely love doing with my clients is taking the exact same product and repurposing it for a completely different niche. Because that whole saying like the riches are in the niches or niches or however you want to say that word, niche, niche, whatever. But the riches is in the niches for the most part, because the more narrow down you can get, the easier it is for you to speak to that person, the easier it is for you to talk about their problems, easier for marketing, easier for positioning, easier for everything and so, with quite a few of my clients, we would say as a perfect example, can’t say the name of course, as well. But that was a supplement product, and it was in powder form and the very first product was geared towards high end triathletes and pro athletes, where we took the exact same product and put it in a completely different jar that was a lower price point for the everyday person who’s like CrossFit or gym or whatever. But they’re not really into understanding or into like, the nitty gritty of the ingredients, what it does, and they’re not as educated. So we’re able to take the exact same product and create these different product lines for different niches, they were able to really focus and get in there and a perfect example of that for anyone else, which I’m probably sure you’ve seen them. As there is a company that came out with those GPS little trackers like little coin things. When they first started, they first started doing it with bikes and then it went to motorcycles and they spent about six months to eight months focusing on one targeted audience, pushing all their ads out all their visuals, all their visuals, everything was just bikes, bikes, bikes, and then it went to like motorcycles and cars and then it went to dogs and animals, and then it went to children and so they spent about two years of just spending six months every chunk, really targeting one specific niche with the exact same product and it’s absolutely amazing how they’re able to find the money they’re leaving on the table just by repackaging and breed, creating that particular niche audience. 

Norman 22:51

Yeah, and taking those niche audiences, and then targeting them for niche trade magazines or magazines or wherever you can get into. Now you’re driving all sorts of new business over to you, which is fantastic and so Rand Fishkin was on and he’s got a tool, he was on Monday and he’s got this tool called Spark Toro. So you can go in and you can drill into your audience. So let’s say you take those niches and now you find out exactly who they are, what influencers that they work with, or what influencers that they follow and then you can start targeting those specific niches that you just broke your product into. I mean, that’s great. Now you’re driving all sorts of extra business over to you. 

Ashley 23:44

Yeah, absolutely.

Norman  23:45  

There you are. Kelsey after this podcast, I am going to have you come down. Kelsey is here, by the way. So he’s going to come down and help me with my lighting. So I don’t look like a peach for the next podcast. 

Kelsey 24:01  

You’re like flushed.

Ashley 24:03  

It’s definitely getting a little bit more flushed now. 

Norman 24:06

Oh my gosh. So anyway, I can deal with it. I’m a big boy. Anyway, Kelsey, what do we got for today’s giveaway? I forgot to mention that. 

Kelsey 24:14

Okay, so actually, Ashley, do you want to talk about the consultation today and what you’re offering? 

Ashley 24:19

Yeah, absolutely. As a business advisor and motivational speaker for eCommerce sellers. I’m really excited to give away a strategy session with me which is worth $1,000. So like all power to whoever wins, we’ll see that wheel thing and kind of go but that’s really what we’re working on today and I’m just really excited to see how it can help anyone get a leg up, get some clarity and move themselves forward. 

Norman 24:44

Okay, what hashtag did you come up with, Kelsey? 

Kelsey 24:47

So keep it nice and easy. #I love Ashley. If you’re new to the show, just go over to the comments section, type #I love Ashley. If you tag two people, we’ll throw in your name again. So you get two entries. So nice and simple. #I love Ashley. It looks like Marcia is already on it, very nice, just like this and we’ll get you in the Wheel of Names song too or Wheel of Kelsey song.

Norman  25:12  

So we’ll get to that shortly. So anyways, that is an absolutely great giveaway. Ashley, I’ve heard you’re in a lot of Clubhouses, we’ve never got to meet but we have kind of gone back and forth, you have given some incredible advice. So guys, if you’re interested in a session. I’m not sure quite how long it’s going to be. But it’s worth 1000 bucks and I’m telling you, Ashley is definitely a person that you want to talk to. So anyways, Ashley, would you even take my call? If I gave you a call? 

Ashley 25:49 

Absolutely.

Norman 25:50

Oh, good. Good. 

Ashley 25:51

You’re like the king of the space. So by all means, bring the female side of things in my perspective, of course, but I love what you have to say all day long. I love this new tune. Clubhouse is amazing. 

Norman 26:05

Thank you. So Alright, guys. So it looks like there’s a bunch coming in. We’re gonna have a major Wheel of Kelsey and also Kels, are there any questions coming in?

Kelsey 26:15  

Yes, there actually. We can start. 

Norman 26:20

I can just imagine. I’ll tell you right now. It’ll be Victor. It’ll be Marcia. It’ll be Simon.

Kelsey 26:25  

Okay, well, we got Dr. Koz coming with a question. 

Norman 26:29

Oh, I should have added Dr. Koz to the list. 

Kelsey 26:34  

Regarding lifestyle images, any tips, ie include folks with your target demographic, etc.

Ashley 26:41  

100%, definitely. Okay, so we’re talking about lifestyle images, really, at the end of the day, you just want to make sure that people understand again, they’re not able to touch the product, they can’t pick it up and be like, whatever it might be. So you have to do everything you possibly can to shorten that barrier of entry when it comes to the consumer understanding the product. So lifestyle images is really more in the use, where you’re using it, how you’re using it, and who is using it and sometimes the most finite, small little details can make or break you and what’s really interesting about that is a lot of times people will have a product that is again, for an elderly person or someone who’s the 50s, or 60s or something, or even older, elderly older, of course, but they actually have something, 

Norman 27:31

Hold it. What was the age for elderly? 

Ashley 27:33

Elderly is over 60. Maybe even pushed like 80 to say the word elderly. with any nowadays, so I’m almost 40 myself, so I’m kind of getting to that demographic myself. But you really, at the end of the day, just really want to make sure that you’re representing your particular audience appropriately and a lot of times people using stock images, which you can find someone of the demographic that you’re looking for and again, if you’re going to be hiring photographer, do your due diligence to get the right people, the right background, the right setting, and just make the most of it in order to make sure that you’re getting the most bang for your buck for the most part and that you don’t have to redo this because you can leverage that and reuse it and repurpose it over and over again for as long as you’re selling that particular product. 

Norma 28:25

One of the things you can go and get free, people that want to become influencers, and they might give you a good photo, you can go out and get a $10 photo. But at the end of the day, if you go and do your homework, if you spend a bit more, it might be $100. But you’re gonna have that person that knows exactly how to do the photo, but you have to do your research. Like if you’re looking just for candid photos, like you’d see on Instagram, fine, you can go out and get them and if they serve a purpose, but I think on your Amazon account, I would try to find that demographic, I pay a little bit extra, because even if you pay $100 or $200, people might think that’s a lot of money for one shot, they’ll usually give you a few shots, but it’s your demographic and the other thing is lifestyle does not mean stock photo with your photo with a bar of soap five times bigger than it should be. Everybody knows that’s a fake, right? It used to be able to do that no problem. But now everybody knows I’ve seen the same thing on Pixabay and I don’t use Pixabay. If I’m going to use a stock photo place, I’ll pay for Adobe, I got Adobe Stock, or you could use Shutterstock or whatever but the quality of the pictures. Everybody uses the same pictures, the same woman in the bathtub holding up soap. Oh, the same one and oh Unsplash, I think it’s unsplash. They’ve got some really cool stock photos, by the way that you can kind of work into not so much. I use them more for social media, but really, really cool photos. Anyways, that’s my take on lifestyle photos.

Ashley 30:22  

Yeah, any of the beautiful things is that $100-200 is not a lot of money really, at the end of the day, but if you really think about how long that particular little asset that you’ve created for your business will last and how you can like repurpose it in so many different means. You can do, obviously, images you can create, take the infographics that you’ve created and put it into a slideshow videos, you can get that up on your listing, you get on Instagram you get, you can use it everywhere, you can make a sizzle reel of your particular product and whatnot. So really, at the end of the day, like it’s the most important little bit of money that you possibly spend to position your particular product line. Like it’s something that I get so revved up about it. I’m hoping actually that I just pitch TED talks on the science behind graphics, and we’ll see if they’ll come back and say yay or nay on that particular one. But it’s just such an important piece that even if you’re selling digital products, it doesn’t matter what if you are literally putting anything online, you have to use visuals to sell to people like period and if you don’t do a good enough job, then you’re definitely leaving money on the table, is really what it is at the end of the day and outside of that, if we kind of swing back to like you’re talking about like, what’s the sort of thing that lifestyle images, lifestyle images of courses is one aspect. But then if we bring in the infographic aspect, I really want to make sure that people understand there’s a difference between the images that you have in your website compared to Amazon. Now, of course, you can use the exact same images for your Amazon and your website and Instagram and everywhere else and you should have consistency across all platforms. It is very, very, very, very important. But at the same time, when people are going to your website, there’s no one else for them to jump to, your website is not forcing them to go to look somewhere else. So you don’t necessarily have to put a lot of weight on the features and benefits. Right? Where on Amazon, because it is a marketplace with so many similar products or similarity between the different product lines or whatnot, you kind of decide, like, Do I go this way? Or do I go this one, do I go this one or whatnot, and then you get that buyer decision fatigue. So that features and benefits aspect needs to be a little heavy handed for the Amazon space, because that’s what people are comparing and so a perfect example of that is like if someone’s going to be buying like binoculars, or whatever it might be. Well, we have two different binoculars and a person’s looking at two different listings and one of them might actually have like a compass on it, where the other one doesn’t and the customer may not even know how to use a compass, or even need a compass, but because it had that extra little feature, that’s going to be the tipping scale for them to buy, because they’re getting more bang for their buck. So you really want to take that into consideration. But on your website, if you don’t have a compass on it, but you have everything else and you probably position, they don’t actually need it. But they’re there because you’ve sent them there, like no trust able to buy and you can educate them a little bit more, of course, you have more room for pictures, you have more room for information, more room to do whatever you want on your personal website. But you also want to take that into consideration as to where you are at with the particular product and what platform it’s on as well. So plans will be helpful. 

Norman 33:33

All right, Kels. Next. 

Kelsey 33:34

Next one is from Darwin. I have a listing, I want to add A plus content for more images. My question is, will adding A plus content screw with my algorithm of the listing? It is currently a best seller listing. What should I do?

Ashley 33:47  

Well, I’d love Norm to jump in on this as well. But really, at the end of the day, again, people don’t read anything. So the A plus content space is there, use it, leverage it and depending on the category as well, because a lot of the time, they’ll take the top images and the listing and then they make a carousel underneath it. It’s almost like a little photo gallery of the defects and images and make a photo gallery and then you have the description or the A plus content down below. It depends on what obviously pedigree that you’re interested to see how they display. But again, we know that people don’t read and we know that humans are visual individuals and really at the end of the day when it comes to like brand positioning, we know for a fact that people will remember 10% of what they hear, 20% of what they read, but 80% of what they see. Right? So that’s like the logos and the brandings and the colors and like the target demographic and anything along those lines like so ridiculously important, adding into answering all the questions that the consumers have about your particular product so they can make that educated decision and more space that you are able to do that, obviously is the better but I love Norm to jump in on that. 

Norman 34:55

Yeah, I agree if you can put more visuals and don’t write books. So you might have an opening paragraph, which you don’t even need to do. But just everything is short, if it’s ingredients, short. If it’s how to use it, short, apply to hand, apply to rub into hand, apply to face, enjoy. Something very, very simple and it goes for everything. Especially, like if you’re, I’m just thinking of a template where there’s four images on the bottom, that could be for different uses. You don’t have to write a book again, it could just be, for this, for this, for this, and people know, they can look at it and say, Okay, this is for motters obstacle courses. This is for golfers and you can get that message across. The other thing is when you take those images, you might want to take those images and get them indexed in Google Images. So, just so you have a keyword in there, have the images pop up. One of the things I forgot about, Darwin, this goes back to your list of your slide deck. We talked about PickFu and Usability Hub at the beginning, but one of the things that you can do is you can rearrange the images. So you take a screenshot of the seven images one way, another way, another way, and in PickFu, you’ve got eight options, and see which ones, which the aesthetics of what people like and it might be that it’s the white image on the background and then it’s something that’s more colorful than a darker image and lifestyle image, but you have that opportunity to do that and get the selection, just like you’ve got the storyboard. Throw that up there, throw other options up there and see what people are, how they engage and what gets voted on. Nine times out of 10, I’m wrong. So I use other people, Hey, if this is the demographic, the niche that I’m marketing to, who knows? I’m not gonna be, hair tonic whatever. It’s not my demographic. But this way, you have eight options that people will vote on and the same thing, exactly the same thing you can do with A plus pages. So take those templates, put them out, put it with a bit of content, I’m talking about written copy. But with a lot more copy, see if you get a better reaction than what I typically see. You can use different images, just the way that different templates, there’s all sorts of things that you can do. It’s very low cost, especially with Pickfu, you’ve got eight images that you can get voted on. So anyways, that’s just a suggestion. 

Ashley 37:49

Yeah, I love that and on top of that, the other thing that I would love to kind of bring as an example for people to look into, I would love everyone to just go and Google Burt’s Bees, and go to the image section of Google with Burt’s Bees and the first thing that you’re going to notice the way that they do their marketing and their advertising is exactly what we need to take into consideration when we’re creating our own images. They don’t really use hardly any text and any of their marketing at all, whatever the visuals. I know, right. So as a perfect example, if you go and look there, or if you’re not looking there, a lot of the times they’re going to have like a lip balm, and it’s at the bottom of the page, of course the colors and the checks that’s all on brands, and fonts and whatever. But what they will have as perfect examples, I have like a cup of hot chocolate pouring into the lip balm with like little mint leaves floating around it, there’s no text, you don’t need anyone to tell you that it is a mint chocolate flavored lip balm, because they did it already or they’ll have like a half coconut that looks like it’s like, Oh my gosh, I’m having a brain fart now. It looks like it’s coming down with a parachute and then hanging from that is like a little strawberry or whatever and now we know that the flavoring or the smell of that particular product that they’re selling you is coconut with strawberry in it. So they use visuals to tell a story rather than text. So you really want to take that in consideration as well when you are creating your graphics and if you have a graphic designer to help you get the job done that’s inside of just your lifestyle images or product images. 

Norman 39:26

Right. Okay, great. Kelsey, is there another question? 

Kelsey 39:29

Yeah and I just realize that we went an hour ahead, and some people around the world haven’t. So they’re expecting the show to start in 20 minutes. Simon’s saying, I was wondering what timing was. But yeah, we have another question from, let me see. We’ll do Marcia. Until we have the registration, we can’t use the germ words. How far away from what our product actually does, can we go and still capture shoppers’ clicks? Any suggestions on how to be accurate with descriptions, when we can’t say antimicrobial, can’t say kills germs, etc.

Ashley 40:13  

Pictures, that’s all I gotta say, really, at the end of the day, like, yes of course, you’re going to have bots that are going to be searching all the keywords that you have in your listing. But your images can visually show that it’s antibacterial, anti microbial. You can literally have like a little vector of like a germ with like a big x between it or whatever it might be, or it’s touching something and it kind of dies, like again, use visuals to tell the story if you can’t actually get those words in your listing. So obviously, you’re not going to be found, robots are not gonna stop you anyways, you’re not actually gonna be found by consumers with the SEO of the particular listing. But the images and using visual representation to tell the story will get the job done for you, you just got to be a little creative with it. So hopefully, that’s helpful. 

Norman 40:56

Yeah, the other thing that might help Marcia is Amazon, I don’t know, I don’t know if they would monitor it, I wouldn’t think so. But you could get earned media, you can go into a ton of magazines about this. Or you can get on to or create a ton of press releases, have content on your website, like blog articles that you can write about it and have, I talked about this a lot, write your blog article, get it up there with a picture and a possible video that’s on YouTube and then write your press release, link both of them back to your product listing, and link your press release over to your content and I think you’ll get a double whammy, you’ll get all those links coming in from higher end, authority links and because you’ve linked over to your article, Google’s gonna rank you really high. Google loves press releases, and they love really good content, it’s got to be really well written. But that’s something that could drive people looking for the anti, anti, antis that we can put onto Amazon, as well as man, I would be targeting a ton of magazines, like try to get in or get on to Good Morning, I know your product, Marcia, but get onto Good Morning America with it, just get onto these TV shows, and show what it is and you don’t have to advertise it. When people come over to your listing, they’re going to see that you’re talking about the yuckies or whatever it is and, and buy it that way, or you can just drive it over to your website. But that’s another way that you can do it without having to rely on Amazon. 

Ashley 42:43

100% and obviously, we know Amazon loves outside traffic, which is wonderful and then on the side of that, like what the first thing we talked about is getting yourselves into the media, my PR and media mentors, their number one like statement is your mess is your message like that craziness of like the problems that you were had, how you came to the epiphany of I’m going to create this product or why I needed to create this product or something along those lines. That’s really like the messy part of your story is what engages people, which is why we have movies that are amazing, because they go through the hero’s journey, you like the highs and lows and the highs, or whatever it might be. So getting yourself into the media with a messy story, be as vulnerable as you possibly can. But really highlighting the who, what, where, how, why, and when in any of those market segments, especially online and making sure that you’re speaking to the end user. Because really, at the end of the day, when you are in the media, it’s not about you or your expertise, or what it is that you are technically selling or doing, it doesn’t necessarily like that, especially for TV shows, what they like is that you’re able to solve a problem for their viewers. So if you present it in such a way where you’re letting the people know like this is actually for the viewer so they can be educated on how to clean better, how to do something better, or whatever it might be, then they’re going to be like, Ah, this is the person I want and yes, we want you on our shows rather than I’m pitching my product and pitching my product and they’re like, not so much. So if you think about it that way when you’re doing the spin, that will really help you but outside of that of course a publicist will get the job done as well. 

Norman 44:13

Very good. Are there any other questions Kels? 

Kelsey 44:16

Yes, we have one from Radd as well. If you haven’t yet audience, beard nation, if you want to hit those like buttons, that’s always appreciated. Just give me a second. Okay, it’s a big one. From Radd, we made a professional commercial video for the product but we cannot insert it on sponsored products because it has our website URL at the end along with our brand name, but our URL is not on the audio only brand name. We have to redo the commercial again. Now Amazon is promoting their own video creator by giving some discount.

Norman  44:51  

Edit the video. Yeah, you can just trim that. That takes two seconds. Yeah, if I understand that, do you understand that the same like, the reason for this is because you have your URL at the end. If I understand this correctly, you could just go into even Loom or Snagit or any of those things and you could just trim it and what you could do too Radd, is you could have your own little piece at the end that you could add on specifically for Amazon. But you want to make sure that you have the TOS when you’re doing sponsored brands, or any video PPC, or anything for Amazon, a matter of fact, but do you have anything else for that?

Ashley 45:40  

No, really, at the end of the day, what I kind of read into there, and please forgive me if I’m wrong is that like it was like it’s a big waste, we can’t use it. But really at the end of the day, you absolutely can use it. Norm has talked about so many different ways in how you can drive traffic outside of Amazon, into Amazon with a little bit more information. So use it, obviously you spent the money on it, leverage the crap out of it, and then just cut the end off just so you’re within the terms of service and really, at the end of the day, like that’s all you really need to focus on more than anything is just leverage what you have and put it to good use and sometimes we have to snip a little corners in order to make it work that be within Terms of Service.

Norman 46:17

I see Near was asking about the app. One of the apps is simple apps that you can use is called Snagit. I think that it’s not very expensive and then you could just import it in and just trim it very, very easily. We also have Camtasia. But that’s a bit more expensive, Snagit does the trick.

Ashley 46:40  

Yeah and if you’re on a Mac, of course the Mac has other stuff, too. Or ScreenFlow or anything of those as well. 

Norman 46:48

Jing, I don’t use Jing anymore. I used to use Jing. It’s a free program and Jing is the sister to Snagit.

Ashley 46:57  

Never used that one. I use ScreenFlow. But I’m on a Mac. So it’s easy. 

Norman 47:06

I love Mac. All right. That’s it. No more questions. 

Kelsey 47:10

Yeah, that’s it for questions for now. I know Ashley, she wanted to talk about her community with the woman in eCommerce too. So I think we can probably dig into that a bit more now. 

Norman 47:24

Yeah and we’re gonna have to have you back because I do want to talk about the eCom mindset for 2021 and we never even got to touch on that. All right, so let’s talk about women in eCommerce. 

Ashley 47:37

Yeah, Oh my gosh, that’s definitely my jam and I’m just really loving that particular space right now and really, at the end of the day, I love all the mentors that I’ve had and spent the last 10 years doing as much as I possibly can with taking programs and hiring mentors, and working with some of the best and outreach and doing joint venture partnerships with so many really amazing people, software tool owners and consumer, eCommerce communities and whatnot. But what I’ve definitely noticed is anytime I do any training, or I do any speaking, I have a lot of women who happen to join and I never really noticed that until 2020 and then after I would do some some training or whatever it might be, I’d have some conversations with some of the participants who were there and I’m like, why are you here? What did you think that like just trying to dig in a little bit and how I can improve or do better, or serve more, or whatever it might be and 9 times out of 10, it was mostly women who are watching, and they’re all like, I see you, I see me in you, when I see you talk, mom and kids and sick dogs and older parents, and you understand what it means to juggle everything and even if we have a really supportive spouse, we still end up almost all the crap loaded on to us. Even no matter what it is, and so having someone who looks like you, and you understand where you’re coming from, is one aspect. But the other aspect as well is a lot of the women have come to me and they said, you know what, I love the training that I’ve gotten. I love the community and the support that it provides. But I can’t be vulnerable, because I just don’t understand and I’m like, you’re absolutely right. Like every single one of my mentors have always been men and ours in the eCommerce space and I absolutely love it. I love having male mentors because they really kick my butt, which I love. But at the same time, I also have female mentors who bring a completely different side of the story. They bring a different viewpoint, they bring a different level of understanding and the level of support and as well as insight with like work life balance and things of that nature and being the fact that right now, women in like the entrepreneurial space women is the largest and fastest growing community, which is amazing and I absolutely love that and so I want to like rah rah and spearhead that like nobody’s business. So really, at the end of the day,  what I end up being is a motivational speaker for the most part where I go to eCom communities, and mental mindset, some strategies, obviously what we’re talking about, but really at the end of the day is just providing the opportunity where women have a safe space where they can get sounding board and get clarity and they can get mentorship, and they can get introduced to some really amazing experts that they had no idea existed, where we can focus on where they’re at in their particular business model right now. Because really, I’m sure everyone has sort of seen this or familiar with this, or experienced this is we get a lot of shiny objects, there’s a million bloody freaking strategies that we can do, there’s something new that’s always coming up and we’re always feeling like we’re never on point, we’re always trying to catch up with the seller next to me or the person over here, this one’s doing 250,000 a month, and I’m doing 100,000, I want to get up there, and they’re over here and over here and over here and over here and it’s just it’s too much, you should only be working on three projects at a time, max, right? So if I can create a space where women who have already taken the training programs, they’ve already spent that money, they have some products up and going, but they just need someone in their corner, someone to talk to, someone to ask a question to so they can hit the ground running and like move on. That’s what I’m really looking for. So I have the women eCommerce community is The Hidden Rules Network and that’s really just a space to provide women sellers the opportunity to be around like minded individuals and get the support that they’re looking for without feeling they’re in a very male dominated space. 

Norman 51:26

Fantastic. Yeah, a lot more we’re hearing, we’re seeing now. I think it started with Empowery, but these women events that are coming up, and not that the information’s just for women, is just great, really great speakers that happen, finally, to be all women, which is great. Yeah and to see more of it more people getting involved, but you nailed it, I don’t care if it’s a man or woman, duck. If you look at too many shiny objects, you’ll never, ever succeed. You’ll never succeed and if you’re always like, it’s what if I had that $49 product, that 30 or $300 product that Oh, if I spent $2,000? Marketing is I tell people, marketing’s marketing, it’s really simple about getting your message out there. Amazon is actually quite easy. It’s just getting and finding a product and marketing it and if you market it, well, you’ll do well. It really is that simple and as long as you know your numbers, of course but that’s overstated all the time. But anyways, I love it. So what’s the name of the group again? 

Ashley 52:40 

Thehiddenrulesnetwork.com. 

Norman 52:45

Fantastic and we’ll make sure that we post that in our show notes as well. So it is very close too, you have to leave at one o’clock. Is that correct?

Ashley 52:56  

I’m good for a few more minutes. So by all means, if you have anything else, we can definitely dive into it. 

Norman 53:01

Okay, all right. Well, I’m not going to get into the eCom journey, because that’s a whole podcast in itself. So we will have you back. 

Ashley  53:10

It certainly is. I have a big list of all the things I screwed up on.

Norman  53:16  

Me too. Me too. But anyways, is there anybody that has any questions about your Amazon listings or anything like that, that we can take one more question, and then we’ll get into Wheel of Kelsey.

Kelsey 53:30  

So there’s nothing yet. But yeah, if you guys have a question, feel free to put it in the comments, and we’ll answer it. 

Norman  53:40  

Well, how about when you’re using Pickfu for your images, do you ever use Pickfu for your titles?

Ashley 53:49  

I’ve actually haven’t used Pickfu, I’ve personally used Usability Hub because that particular platform allows you to literally upload everything from webpages to blogs, to literally everything you can possibly think of. So it’s very versatile and at the end of the day, absolutely. Like if you have enough traffic going to your listing naturally, organically, even with paid traffic, of course, then you’re able to do your 7 day, 14 day split test where you can see what’s working and what’s not working conversion rates or whatever. Definitely go that route, if you can do it if you have enough traffic, but if you just want to, like supercharge it and get some serious feedback really quickly, so you can make those educated choices and like just run as fast as you possibly can then obviously, using those outside communities or service providers is really able to give you a hand up and a leg up and you absolutely should be doing your listing title as well as of course the images or the copy or your website or a blog post or whatever it might be. You can really do anything, use it for anything, but make sure that you’re not looking at it through a microscope or whatever. It’s really helpful because at the end of the day you can’t see the picture when you’re inside the frame. I mean, like, every coach needs a coach, like, I have three mentors and three different aspects of my business because I need to have that outside perspective. I’m amazing at helping people. I can give you like five problems solved in like five minutes, no problem. But when it comes to myself, yes, I have a vision. Yes, I can have the goal. Yes, I can create the course to get to that goal, but there’s always gonna be like little molehills or questions or things that I need to overcome within my journey, right? So having that outside perspective of relying on getting another person’s point of view, because we only know what we know, based on our own perspective, based on our preconceived notions where we grew up, or education, like all these different aspects get taken into consideration, which is also another reason why graphics are so really, really, really important, because I might use one word to describe something, but another individual that different backgrounds, different education from different places in the world, possibly, they will use that word, and it will mean something completely different to that. But if you’re talking about a bear, and you have a picture of a bloody bear, no one can screw that one up, you know what I mean? Like the point is very, very clear. So really, at the end of the day, get as much feedback as you possibly can. But at the same time, don’t get too much feedback, because then it puts you in analysis paralysis. 

Norman 56:22

Right. Great advice. I see Olga has one question, and then we’ll cut it off for questions. 

Kelsey 56:28

Okay, from Olga, should we use Usability Hub before creating your listing or after going live?

Ashley 56:35  

Really, it depends on where you’re at, to be quite honest with you. Again, as we said before, if the listing is brand spanking new, then definitely get some feedback, of course, but if it’s already up there, and you’re getting traffic to it, you can do some split testing, you can definitely see how you can make that better. It really just depends on where you’re at right now and your business lifecycle and where you’re at right now in your product lifecycle that’s brand new, or not brand new, but really, at the end of the day, it doesn’t hurt to like, throw it up there and get some feedback anyways, because feedback allows you to one find verbiage that your ideal person could be using to describe what it is you do and how you do it and that’s why everyone’s always, every we want feedback loops. You want feedback loops, with obviously, their friends, with people who don’t take training courses from us, people who buy our products. That’s why you want reviews. That’s why we want testimonials. We want that feedback loop because we want to understand what made you tick. What made you buy the product? What made you choose this one over the other one? Did this work? How did it not work? What did you like this better than anything else and they’re going to use verbiage like your consumers are going to use the verbiage to describe what they love or not like about it and that is fuel for your fire. So really, at the end of the day, there’s never any harm in putting anything up there and even paying for feedback. There’s never any harm in that. So definitely do it. 

Norman 58:00

Yeah, I agree. For your listing, that’s one thing, take a look at what people are saying, you might want to rearrange things. There’s no harm in going out there and trying to improve your listing if you even do it by 1% or 3% or just a couple of points. That’s more money in your pocket. Okay, so I think Ashley, it’s time for Wheel of Kelsey.

Ashley 58:25

Yeah. Let’s go, bring it up.

Kelsey 58:26  

Are you guys ready? We had a new song that came out to be up, we have someone just entered again. We got a new song. So it’s a bit of a jam and just give me a second, we have a couple of late entries. Manny you are now in the contest. Okay, so here we go. Just a second.

Norman  59:04  

There we go.

Kelsey 59:09  

Okay, so here we go. This is consultation with Ashley. Let’s do that. So I’ll shuffle the names. 321.

Norman  59:28  

Okay, Marcia. 

Norman 59:29

Marcia got it. All right. 

Ashley 59:32

All right. Marcia girl, you & me. We’re gonna have some fun.

Norman  59:35  

Marcia was the lady that was asking about the anti anti anti. So this will be a really good consultation. 

Ashley 59:42  

Yeah, we can talk about media placement and everything. Oh, yeah. It’s gonna be good. 

Norman 58:47

Perfect. All right. So congrats Marcia on that one. That is a great one. All right, Ashley. Thank you for talking to the beach or to me. We got to figure out this lighting. 

Norman 1:00:09

Oh, my gosh, I feel like I bought the color of his hat right now. Anyways, thank you for coming on, we will have you back on talking about the eCom mindset. It’s been a pleasure and hopefully we can keep connecting on Clubhouse. 

Ashley 1:00:22

Absolutely. Thank you so much. I really appreciate everything that you’re doing to support your community on Clubhouse and Facebook, on your podcast. It’s absolutely amazing. I’m just so honored to be here. So thank you so very much. 

Norman 1:00:33

Great. Thanks a lot, and we’ll talk to you soon.

Ashley 1:00:36  

Bye, everybody. 

Norman 1:00:37

All right. Okay, everybody. I hope you enjoyed that. I mean, Ashley’s awesome. Anyways, we’ve posted her information into the shownotes and into the comments. So make sure you check it out. Also, Kelsey, where are you?

Kelsey 1:00:56  

Yeah. Here I am. 

Norman 1:00:57

All right. So what are you going to tell people to do something like? 

Kelsey 1:01:03

So of course, yes. Smash those like buttons, share the video if you enjoyed it. Yeah, tag someone who needs help with them, Amazon, or maybe someone, a woman in the eCommerce industry and you can send them over to Ashley, towards her community and yeah, I realized that there probably is quite a few people that weren’t affected by the daylight savings. So they might be coming on now. I see a number of spiking now. So if you missed the show, if you’re catching the end of today’s show, just go over to our YouTube page. We have the full episode already up and running. So you can go and watch the replay if you missed anything. 

Norman 1:01:47

Sorry, guys. 

Kelsey 1:01:49

Yeah, I didn’t even think about that. But yeah, thank you, everyone. Of course, go over to our Facebook page Lunch with Norm Amazon FBA & eCommerce collective, that’s where everything is. That’s where all the fun happens. We have experts from the show come from and join the community and it’s a place where you can share some memes, you can talk to the experts, ask your questions, talk to me and Norm and, yeah I smashed your bell. Thanks. Thanks. 

Norman 1:02:17

All right, Simon. Thank you. Okay, so Friday, we have a returning guest, my business partner and Honu Worldwide, Afolabi Oyerokun and we’re going to be talking about, this is a really cool product innovation. How to dominate Amazon by product innovation. So Afolabi is an expert in that and we’re gonna be talking about that on Friday. So please tune in. If you don’t have daylight savings time, guess we’re an hour earlier. But anyways, everybody, thank you for coming on to the podcast today. Join us every Monday, Wednesday and Friday at noon, Eastern Standard Time and thank you for being part of the community. Thank you for everything. We couldn’t do this without your support. So thanks a lot, everybody.