S3 E9 Does Amazon growth depend more on conversion or traffic?

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Hello everyone and welcome to the newest episode of the online hustle podcast.
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My name is Alec.
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I am part of the business development team here at Avasque.
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And today I have a special guest, a dear friend of Avasque, Yana, for YLT Translations today.
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Hello.
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Hi, hi.
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Thank you so much for having me.
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It's always great to be back and you know um collaborate on all of the Avasque projects you guys are uh working on.
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So thanks again.
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No, thank you for being my guest.
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And I put a set of questions for you.
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Obviously, I had the opportunity to meet you twice in the office, which was great because you are based in uh in the US, and um I heard a couple of stories.
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Obviously, I know exactly what you're doing, but I want to make sure that our listeners will get the same perspective and to understand how can you potentially help them?
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And I also want to get to know you a little bit better alongside with like what's happening behind the scenes in the YLT translations world.
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What did the start from like I feel being in this industry, I feel like there's a misconception.
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People who would expand globally usually think that it's all to do with like ads or picking the right project, but in reality, and Hutzu, you agree with me, it's all about the culture and placing the product into the right market.
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Yes, absolutely.
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And not all products will fit into all markets and all countries, and that is something that um brands don't really think about because they think if they have a best-selling product in the US that it will do tremendously well in Japan or Germany or Australia, which is not always the case.
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And they never do due diligence.
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I feel maybe just like, you know, if they do, it's a really small percentage of those who do it.
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Uh, but usually it is uh often um pretty much uh it's an it's a very big oversight because it can cost them a lot of money.
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Because if you launch product in one country very successfully, it doesn't necessarily mean that you know how to launch this very same uh product in another country.
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Um, especially when we talk about Japan, which is a completely different universe and you know, like the US style being very salesy and fluffy, doesn't work well in Germany, and neither do products.
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And we've had some um really uh interesting examples that I would have my German team reach out to me and say, like, you know, I think this is a really weird product, and everyone agreed on that.
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And they just say, like, well, the seller has been complaining, the seller's been complaining that they're not selling too many um units of this product.
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And then my team goes like, yeah, because this is not something that Germans would buy, you know?
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And at that time, um, I think that the product was um Mr.
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and Mrs.
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t-shirts or mugs with Mr.
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and Mrs.
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smiley faces on them.
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And my my German team would be like, this is like very not a German thing.
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Like, we would never buy this.
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And then I I went, I remember I went uh back to the the brand owner and I told them, like, I just don't think it's a good fit for the German market.
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You need to localize these images somehow, like make it uh more uh German, you know, so to speak.
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So there are a lot of products that if they are big success in your home marketplace, will probably not sell that well in another marketplace.
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I mean, it's not a guarantee that one best-selling product is gonna be a best-selling product in another country.
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So it's really, really important that you think of localization, not in just only in terms of content and language and keywords and all of that, but also how well would this product sit with your audience?
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Which is, you know, it's quite quite um easy to to check that.
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You do not don't even need to pay for a service that will do a proper due diligence.
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I mean, yes, I think that is the proper way to go, but if you don't want to pay for that, you can just like um you can feel the pulse of just like um asking people in Facebook expats groups, like, hey guys, do you like this product?
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And then see what sort of feedback you'll get.
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You know, asking them in let's say in Japanese or in German, you find expats in in the Facebook groups and you ask them, you know, would you buy this product or someone you know, do you have like best friends that would love to have this product?
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And you know, if there's like 20 answers no, then that's a probably good, you know, um good uh point for you to just like stop following that that uh I bet yeah and I know obviously from from your perspective, as much as we are businesses, sometimes it is it's probably not necessary.
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Not necessarily it would be obviously the the sellers and the businesses would like to expand, but sometimes you have to say no or you have to say what we've done so far is not necessarily wrong, it's just not applicable to where you want to go.
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And I feel like this this is what needs to be understood.
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Um since for yeah, I mean global expansion is not for everyone.
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Like this is my bread and butter, and our service exactly does that, so it's not a great promo for me to say this, but um international expansion is not a good idea for all brands.
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So not all brands need to be expanded globally because not all brands will be successful with their products.
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So I would be wrong if I if I if I said that, you know, you should test out the waters and see and you know, like just have your brand expand to, I don't know, um, Italy or Spain or Australia.
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Um I'm not gonna say that before I have some data and some numbers that will confirm that and back that up.
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So, but because a lot of times there will be brands that don't have good um results and they they they didn't have the right product for a certain country, and and that that's true.
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I know I face exactly the same situations where I speak to sellers which are extremely excited about the expansion.
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And obviously, in my on my side, I'll do the advice when it comes to the VAT and the EPR and customs, and they're like, oh, we're going to register in all Europe, we want to own stock everywhere.
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And obviously, as much as you want to get that business in a way as a as a business yourself, sometimes what I find myself saying is like, let's start with two, let's just get like France and Germany to this peak because they're very successful, let's get them on the top notch, make sure that there is some interest in Europe, because even though, sort of obviously from from our perspective, being in Europe, European countries as similar as they are, they're still different country by country.
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UK mentality, the French mentality, the German mentality, there's three completely different things.
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But I think let's get you sort of Europe fit in Europe a little bit and then start storing everywhere.
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Okay, activate the market, as you said, try it a little bit, but sometimes going head-on with everything is not necessarily the best thing, uh unless you are 100% sure and you've done, as you said, all the all the research knowing that the brand that is actually wanted in the country.
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That is the most important thing.
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And you know, you'll you decide whether if it's worth going or not.
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Because like, you know, not even five years ago, like last year that was not possible.
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But nowadays, with like all these like tools that we have and everything, like it's so easy to make a decision.
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Yeah, I really want to get into that.
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I actually put down a question about the AI for you, but before we go into depth on what are you doing, I want to take you back on a on a personal journey.
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So I know uh pretty much not too long ago, because your business has been opened since 2018, you used to be in my shoes and you used to work as a business developer.
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So, how was that transition from working for someone to owning your own business and doing things on your own?
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Honestly, it was terrible.
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Like I was really failing because I I think I got like when I quit my job, this was 10 years ago, I I didn't know what to do, and I I had this like um I used to uh teach um uh Norwegian to corporate clients, so to CEOs, CEOs of big oil companies that that would come all from all around the world and they had to uh find a job in Norway on like these like top positions, and then this is what was my side hustle until I figured out what I want to do in my life, like what's next for me in store.
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And then at one point I was like, you know what?
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Like I think I should try something on my own because I I did so many good things for my previous employer, and I thought, you know what, you know, how difficult can this be?
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And I want to do something, you know, uh on my own.
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And I'm like, you know, I was a boss, I had like 200 people beneath me, and I was like, how hard can this be?
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And then I started, you know, just you know, I I was like, I'm gonna buy a domain name and whatever not.
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And then maybe a couple of days after I did that, I was like, wait, but how am I supposed to do this?
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And I was doubting my every decision I had.
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Like I was like, okay, I need to do like good SEO content.
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And I'm like, do I really need to do this now?
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And how am I supposed to do it?
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But versus where I was at my employer, like when I was employed, uh, I would know exactly what people should be doing, this and that.
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And and and I was very, you know, I c I I think I was like very cocky uh in my previous job, and I was like, yeah, it was like easy peasy, like for me, I'm gonna do the same for my company, but it but but before you start working for yourself, you have no idea how stressful that is, and that how you actually you want to um you're questioning every decision you make, uh, if this is the way how this should be.
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And no matter how how much experience you have working for someone else, um tackling your own business is a completely different uh sort of beast.
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You know, it's like something that you have no experience with, and then you just see how big your comfort zone was while you were working for someone, no matter how responsible your job was, like how hot how how high up on the corporate ladder you are, it's really incomparable to whatever you're starting building on your own.
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Because when I first started, it was like it was just me, but it was like my my stuff, my business.
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And uh, and then I was like, I was afraid, I was doubting my decisions, I was questioning myself whether this was the right decision to do, and it was really, really hard.
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So I would say it's like literally, it's um such like a an extreme difference, and um not until you try to do this on your own, you can't understand what you're going into.
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It's also like I like to compare this like when you have kids, you know, like when you don't have kids, you know what this is like, and you everything you know, everything in theory.
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But once you get this baby, like your first kid, you're like, oh my god, I have no idea what I'm doing, and it's so scary.
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And well, did I really need this in my life?
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And you're like questioning everything.
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And so this is exactly like what it is like when you have your own business starting, um, not knowing anything about it, and just um uh exploring something completely new.
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So in that time, it's really important to have uh your support network to support yourself, to surround yourself with people who support you and understand what you're doing, because a lot of people failed not because they their business ideas were not good or they were not persistent, but it was because they did not have their support system that was there when they needed it the most.
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And when you first thought your own business, um you you you question yourself a lot.
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And then it's very easy to just like fall off track and be like, no, no, let me just get this like nine to five office job, you know?
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So I think it's really important that support system is like number one thing that you need to, you know, have.
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Uh, but definitely it's something very, very, very different.
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It's incomparable to how your job used to be like when you uh worked for somebody else.
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And as it sounds like it, you've probably done what most people are actually afraid of.
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You were well established.
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Maybe that change wasn't necessarily needed.
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You were very I'm about to say on the corporate ladder, well established.
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That wasn't necessary, but then you've still done it.
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And you know, honestly, by what I'm hearing about you and what I know about you, that was a great decision.
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And obviously, look at where you are now and put on for evolving this much as you've done.
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Well, thank you.
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Thank you.
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I also think it's a big success to be in this industry for eight years, because a lot of people whom I've been acquainted with or were my friends in the industry, they're no longer here.
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Like they've like switched to something else, they've, you know, they've done this or that with their agencies, with their brands, and they're no longer in the same ecosystem.
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And so, you know, eight years later, we're still here, still relevant for what we do.
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So I'm really, really proud of that.
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Then obviously the industry is changing, and you're seeing yourself, it becomes more and more complicated.
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And I don't necessarily blame people who would step back from it, but I highly admire the one who stayed to face face forward all those challenges, all those changes, and they just find out a way to sort out the issues.
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So you said uh, did you do it immediately?
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Because I know you started initially with translating Amazon listings, that was the first sort of thing you've done for for your company.
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Did you do a little bit of both for the time being, or you just quit and then started from scratch?
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So actually, my my first idea and how we started with Wild T was first like offering e-commerce translations in general, which means like Shopify websites, uh basically platforms, anything that is related with uh um online universe, like we would cover anything in terms of SEO and all of that.
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And it was like a kind of like a very broad uh translation business.
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Um, so yes, I started that and then on the side I still had my Norwegian tutoring because I was afraid to, you know, ditch that and then fully uh focus on wild tea.
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Uh and wild tea didn't grow uh until I did my side hustle and fully committed to wild tea translations because that was also, you know, I had fear of like, well, what if this doesn't work out and this like my my tutoring gets pretty like I I I've earned good money from it, and I like if I just like you know tell my students, listen, this is it, like we're done, no more packages.
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Uh, I was afraid that if I let this go, then you know, I would lose all my you know financial support, basically.
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So it was it was a really hard time for me to let go of that.
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Um, but basically what made me do that was not me and say, okay, like this is it, this is how this ends, and I'm gonna focus on this.
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But because my my w started growing, and then I didn't have time for tutoring as well.
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And I literally like I just wanted to, you know, have four hours sleep, or you know, I was just really on I I was literally on the edge of my, you know, everything.
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And then I was like, okay, you know what?
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Like in February, I'm gonna like ditch this and like you know, that that that's it.
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I'm gonna fully focus on wild tea.
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And it was first then that wild tea really started growing when I uh focused 100% on uh building my own business.
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And also, like whenever someone asks me, because I know that people are afraid, I understand that fear, because that was also me.
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I was not like a risk taker, and I was I really wanted to play safe for a long time.
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And then I always tell people, you know, like if you want to work on something like your brand or an agency and you still have your office job or another side hustle, like brands or your agency that you want to work, what you want to focus on will never grow.
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They might grow a little bit, but they would never live up to its full potential because you can't sit like on both chairs and and hope that both of them will grow at the same time.
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So, like when you lose your comfort net, which is your either your corporate job or your site house or whatever, when you're left without your comfort zone, this is where the growth happens.
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And you can hear this in all of these podcasts and all these books, you know, like they always say that the growth happens outside of your comfort zone.
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And when you feel like you're, you know, like there's like safety net around it, just lose it because this is what this is the dangerous thing because this is where that's the bottleneck, you know, like you can really need to break that.
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Um, so yeah, basically, like for first was like the big, you know, like broader translation thing, and then later we niched down to um Amazon only, which also was a little bit risky.
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But I thought finding a really good niche would be the answer to kind of like uh for us basically to uh to position ourselves as the leaders in this space because I think I thought that we had quality, and then me as a spokesman, I could just like go and start, you know, preaching about it basically.
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I see, yeah, it's very important.
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I think I think with everything I said, you've taken that step that everybody is afraid to take.
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And then another lesson which we should probably take from you, all of us, me included, and our listeners and our um our um watchers, is that you have to be like committed and full-on if you want that to be successful.
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Because I presume even in your case where you had your um your students, as we call them, or uh people who were uh were um going to to you for uh uh for their lessons and then the side hustle, I feel like at some point you've got into a case like they won't get 100% out of you because your focus is elsewhere, neither would your personal business then both with not necessarily fail, but not go as successful as they should.
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Yeah, yeah, I know.
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And I also support, I mean, I understand that you know, like if you want to focus yourself on one business, you get in you for instance, like I bootstrap wild tea for my own money plus all these lessons and etc.
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So if you want to do something in order to get somewhere with the other thing, like that's fine.
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So if you want to like uh temporarily uh do something that's not gonna be your priority in the future in order to pursue your dreams, then of course go ahead and do it because you might need the the financial support, uh, and you can you know monetize whatever you're doing in order to fund your new venture.
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So I think that's fine.
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But then this um whichever is bringing you money in order to find your own to fund your own venture, it needs to stop at some point because then you need to uh reshift your focuses and understand what's your priority.
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So you also need to kind of set like um I don't know, like an expiration date on whatever you're doing and like be like this is a deadline.
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I'm not gonna like go over it, and then you know, focus on your on your um business that you want to want want to build.
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So I mean that's that's great.
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Um I think it's really it's it's important to have strategy with whatever you're doing, you know, to have some sort of a business plan.
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I mean it's called business plan, it sounds very serious in corporate, but you know, like uh if you have like a I don't know, even like a to-do list with like deadlines, like that's that's good enough, you know?
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Perfect.
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And that's very that's very inspirational.
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Like I'm I didn't know all this.
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Um I some literally obviously I knew you, but I didn't want to find out everything prior to it.
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So it's uh it's it's super inspiring, and um I'm uh I am certain people are finding it as uh as such.
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Uh with the Amazon, did you forecast it's going to be obviously back uh in 2018 it was big enough in the uh in the US?
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Did you forecast it's going to be that big 10 years later or that come later to you?
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So I always thought that Amazon was something which was you know in incredible, I mean incredibly built.
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Um not talking about the customer service, sorry, Amazon aren't that great, but uh just talking about Amazon as a corporation and like what it grew into, and you know, like starting from books and like now going to be like the world's biggest marketplace and having their own brands.
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I mean, it's really, really incredible.
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So I was uh assuming that it will just be bigger and bigger and bigger, and that that uh US brands should expand further and around the globe.
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And and I was uh hoping that Amazon would also support that growth and make sellers sell more because you cannot, you know, you they it made sense to me because Amazon wants always sellers to sell more because this is you know how Amazon grows as well with them.
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So I was really hoping that they would also push brands and promote international expansion to them as well, uh, which Amazon started doing.
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Uh, but when we first started, it was only four marketplaces, and people were not seeing great results in any of these marketplaces except uh um the UK and Germany, like Spain, France, Italy, it was not that great.
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I mean, it was good for for certain categories, but it was not that uh worth of like you know brands going there knowing that they will 100% get their ROIs and increase their revenues and you know get their multipliers.
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It was not that great, but I was always Always, you know, like uh pitching that you know if you expand now in in a year things might change and Amazon could start pushing and da-da-da, you know.
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And this is exactly what what happened.
00:22:12.559 --> 00:22:15.119
I mean, it was a long, it was a long game.
00:22:15.279 --> 00:22:24.160
It was not a an instant win, but uh if I compare uh the situation now and eight years ago, it's really, really, really different.
00:22:24.319 --> 00:22:28.720
And um, you know, like Amazon incentivizes sellers also to expand.
00:22:28.799 --> 00:22:37.839
And I mean, it's just uh it's a really great environment for for brands to uh increase their capacity and become a global brand.
00:22:38.319 --> 00:22:38.799
Exactly.
00:22:38.880 --> 00:22:40.880
You know, and I think this has changed a lot.
00:22:41.039 --> 00:22:47.759
I'm from Romania and back in 2016, e-commerce wasn't when I moved to the UK, e-commerce wasn't necessarily a thing back home.
00:22:47.920 --> 00:22:54.960
So I moved here and everybody was buying online, and I keep having all those people saying, Oh, every time I have money, I just go online and shop.
00:22:55.200 --> 00:23:01.680
And I just had that not necessarily simple, but like the mentality for me was like, I need to go to the shop.
00:23:01.759 --> 00:23:03.359
I need to do it physically.
00:23:03.599 --> 00:23:08.480
And then I pretty much converted into like, oh, how easy it's to actually shop online.
00:23:08.640 --> 00:23:11.599
There's no there was no Amazon uh marketplace at that time in Romania.
00:23:11.759 --> 00:23:15.839
It still isn't to this day, but we get fulfillment from from the surroundings.
00:23:16.079 --> 00:23:32.640
But I presume that has translated to a lot of other countries in Europe, and obviously we're seeing Amazon growing and growing and having places and especially after COVID, sorry for interrupting, but Italy, after COVID, they increase their like e-commerce presence like 70%.
00:23:33.359 --> 00:23:37.759
And now, if you ask me like what marketplaces to expand to, I would always say Italy.
00:23:37.839 --> 00:23:41.200
I would not recommend Italy, let's say two years ago or three years ago.
00:23:41.440 --> 00:23:46.000
But now we've seen insane increase in e-commerce penetration.
00:23:46.240 --> 00:23:48.160
Like it's really, really, really incredible.
00:23:48.400 --> 00:23:52.319
And all of these countries, they become kind of more and more digitalized.
00:23:52.559 --> 00:23:55.359
And also it's really it's great you you mentioned Romania.
00:23:55.680 --> 00:24:14.079
You are from Romania because Romania has been one of the probably like countries that has one of the greatest and most capable people from the e-commerce industry that are so successful online, and this hasn't been like that like 12 10, 12 years ago.
00:24:14.160 --> 00:24:18.559
You know, it was um it's really crazy how fast things change.
00:24:18.799 --> 00:24:30.160
And being in the the e-commerce, it's like these changes you see, you don't see changes uh move so fast in other industries, which are not online ones.
00:24:30.240 --> 00:24:36.079
You know, like so, you know, whatever happens to your company in three months takes five years in offline businesses, you know.
00:24:36.160 --> 00:24:49.200
So that also is really has always been really interesting and motivational for me to just kind of always uh you always have to be up to date and keep up with new things and whatever competitors are doing and new opportunities.
00:24:49.359 --> 00:24:52.400
So it's always been very dynamical environment.
00:24:52.480 --> 00:24:57.759
And this is something which was always so, so um interesting for me.
00:24:58.079 --> 00:25:00.079
Yeah, no, I'm just saying I sustain your point again.
00:25:00.240 --> 00:25:14.960
Italy as as much as it grew back in um back in 2020, uh, after what uh what happened with COVID again, it has become a very difficult market to expand into with all these rules about the guarantee and then all the um all the bureaucracy that's happening.
00:25:15.119 --> 00:25:22.160
Um unfortunately, due to unpaid taxes and people not doing what's right in the beginning, but obviously now everybody else is playing the pride.
00:25:23.279 --> 00:25:32.799
Um to your business, um so founded in 2018, a lot of changes have happened since.
00:25:33.039 --> 00:25:34.559
It's a very simple question.
00:25:34.640 --> 00:25:44.240
So I was speaking with one of my colleagues, telling her I'm going to do this podcast with you, and she said you have a very interesting story about how you picked up the name for the business.
00:25:44.559 --> 00:25:46.880
And I find out what it is about.
00:25:47.599 --> 00:25:55.359
Yeah, so this is also like one of my um big fail, fail, fail, like with a big F on my forehead.
00:25:55.680 --> 00:26:06.400
So um I have uh it's important to mention for the rest of the story that I have uh probably about 18 to 20 years experience in SEO.
00:26:06.559 --> 00:26:12.160
So that was my bread and butter, and I'm really, really good at you know, SEO and Google and this and that.
00:26:12.319 --> 00:26:17.200
And um, so I was picking my company's name.
00:26:17.359 --> 00:26:27.759
So what I should have done, of course, as an as every SEO expert would have done, is you do a little research and then you see, you know, what sort of names are available out.
00:26:28.319 --> 00:26:34.160
Um, and I don't know, I was just like really hyped about, you know, like I'm starting my own business and this and that.
00:26:34.240 --> 00:26:36.400
And I was like, I don't know what sort of name I should pick.
00:26:36.480 --> 00:27:07.759
And then I I talked to my I talked with my mom, and she is a smart woman, she's an uh economic, she's an economic, but uh she doesn't know anything about digital business, she just finds this really interesting, and she tells me, like, well, why don't you like uh name your business um uh like you know YANA Linguistime, but Yana you spell it with a Y, you know, like so it's like YANA Linguistime, and then you make an acronym out of it, so it's like YLT, and then translation is really cool, and I'm like, hmm, that is a really good idea.
00:27:08.000 --> 00:27:09.440
YLT translation.
00:27:09.519 --> 00:27:11.359
So, like, we finish this conversation.
00:27:11.440 --> 00:27:16.000
I pack my bag, I go home, and then I'm like YLT translation.
00:27:16.079 --> 00:27:21.200
They're gonna, you know, I didn't sleep on it, I didn't even think about it that much, and didn't do any research.
00:27:21.359 --> 00:27:22.240
And what do I do?
00:27:22.319 --> 00:27:27.759
I I buy uh that domain name, YLTtranslations.com, and I'm like, this is great.
00:27:28.000 --> 00:27:33.359
I can only like it's it's free, I'm just gonna use the dash, like YLT Translation.com.
00:27:33.599 --> 00:27:34.640
This is perfect.
00:27:34.960 --> 00:27:37.680
And uh so the and that's it.
00:27:37.839 --> 00:27:42.960
And I I buy a free theme, I install it on the website, and and that's it.
00:27:43.200 --> 00:27:51.519
And then I'm like, okay, so the next couple of days I I keep on like refreshing my inbox to see like if I've got like any clients or anything like that.
00:27:51.759 --> 00:28:03.359
And then uh what I do is like I I install this like a little um uh chat uh avatar where you can like a little chat box and I sit and wait until someone you know like pangs it and like hi.
00:28:03.920 --> 00:28:15.359
And so I got my first request, and the first request was like, hey Kyle, can you do the uh the the the the the the translation of the new testimonial uh of the Bible?
00:28:15.599 --> 00:28:18.400
And I'm like was like, Yes, we can do it.
00:28:18.480 --> 00:28:22.960
It's like 50,000 words, uh let's do this.
00:28:23.200 --> 00:28:34.480
And uh and then the the guy on chat was like, Oh, I didn't know you have to pay for this, and I'm like, Yeah, well, we are a translation agency, and then we really need to, you know, kind of monetize what we do, and and the guy was like, Okay, whatever.
00:28:34.559 --> 00:28:39.279
And so I'm like, this is weird, like, but okay, maybe like he is into that, wants to sell it, whatever.
00:28:39.519 --> 00:28:50.160
The next day I get again a chat request, and this chat request says, like, uh, can you tell me the meaning between uh Joan versus Matthew 1551?
00:28:50.319 --> 00:28:52.559
I don't know, like whatever the quote is in the Bible.
00:28:52.799 --> 00:28:54.400
And I was like, What do you mean?
00:28:54.559 --> 00:28:57.200
Do you want do you need this part translated?
00:28:57.279 --> 00:29:18.960
And it is like, no, no, no, like I want to know the meaning behind this, and I was like, I don't know the meaning meaning behind this, and so I get a so like for the next three, four chats were all Bible related or you know, old New Testament, something or biblical characters, like something related to that.
00:29:19.440 --> 00:29:45.680
And then, not just not I had to wait for like four chats, and I'm like, okay, let's let's see, let's like uh see what's up with so then first then I write my name, Wildie Translations, in Google search in the in the box, and I click search, and I get the first five Google pages about the l the young uh literature translation of the Bible.
00:29:46.480 --> 00:29:58.960
So five pages of Wildti, which stood for the translations of the Bible, on five pages, and uh I mean, you know what they say, like, you know, where you do where do you hide the dead body?
00:29:59.039 --> 00:30:00.079
It's on page two.
00:30:00.559 --> 00:30:05.440
So I was not even on page, I was on page six plus, like nobody cared, right?
00:30:05.680 --> 00:30:07.119
And I was like, I can't believe this.
00:30:07.200 --> 00:30:09.759
Like, and I call myself an SEO expert.
00:30:09.839 --> 00:30:18.240
I didn't even look into like the name and the meaning behind it or anything because I think because I was so excited and I really like that name, and I'm like, no, let's do it.
00:30:18.319 --> 00:30:22.720
Like just like purchase this domain and like that, didn't even do anything about it.
00:30:22.880 --> 00:30:35.119
And then it took me about three months um to to get rid of the Bible in the first five pages to slowly go to like page three, two, and eventually to page one.
00:30:35.680 --> 00:30:39.680
But I had to do so much SEO, and I had a lot of people work on it.
00:30:39.920 --> 00:30:46.079
Luckily, they were all my friends from my ex-work, so they really wanted to help me out, especially after the Bible incident.
00:30:46.240 --> 00:30:52.799
They all were like, Oh man, that sucks, all type of thing, saying, like, you're an idiot, but we're gonna help you.
00:30:52.960 --> 00:31:03.119
And then uh they helped me out, and then slow little by little we kicked out the Bible and we took uh page one, and then you know, even today we are very well uh ranked.
00:31:03.279 --> 00:31:07.519
Sometimes we even rank before Amazon on page one for the translation.
00:31:07.680 --> 00:31:10.000
So the the they really did a good job.
00:31:10.240 --> 00:31:20.960
And also, this is also um why we are very well uh received with AI search engines because they also pick all these LLNs, SEOs, and it's all kind of based on that.
00:31:21.119 --> 00:31:33.440
So if you type in, you know, like what is the you know, translation agency or best translation agency or whatever related with Amazon translation agency, we're gonna show up in like top five, or we're definitely gonna be one of the recommended ones.
00:31:33.599 --> 00:31:38.240
Um, so that is the little story about loyalty and uh versus the Bible.
00:31:38.400 --> 00:31:56.000
But I think that had we not had this incident with the bad port rankings, I don't think I would have uh reached out to people who really know SEO, and I would not have, you know, like given like all I have into the SEO type of you know like content on our webpage.
00:31:56.079 --> 00:32:00.480
And I don't think we would be here where we are now, ranked on Google if it weren't for that.
00:32:00.720 --> 00:32:06.880
Of course, this needs to be refreshed every now and then, but we still, you know, are relevant for those uh search terms.
00:32:06.960 --> 00:32:16.480
So that was really stupid of me, and you know, just coming from that actual niche, not doing anything to make sure I don't have these sort of problems.
00:32:16.720 --> 00:32:19.920
Um, yeah, so it can happen to anyone, I guess.
00:32:20.400 --> 00:32:30.079
Obviously, from an outside perspective, especially someone with as much experience prior to doing this, it seems like sweet, and obviously it's a story that we can obviously has become a story now.
00:32:30.160 --> 00:32:33.279
I said I even heard that it's not a little talk about it.
00:32:36.960 --> 00:32:39.359
Yeah, because people will think, like, how'd you come up with your name?
00:32:39.440 --> 00:32:42.400
And I'm like, people think, like, I Googled, I searched it, I this and that.
00:32:42.480 --> 00:32:43.759
No, I asked my mom.
00:32:44.880 --> 00:32:47.920
It's just like it makes the business even more personal.
00:32:48.000 --> 00:32:53.359
Like your mom did it transfer into this story, and then you have to do all this postwork afterwards.
00:32:53.759 --> 00:32:54.559
Yeah, yeah, yeah, yeah.
00:32:54.640 --> 00:32:54.880
Totally.
00:32:54.960 --> 00:32:55.759
It was like so easy.
00:32:55.839 --> 00:32:59.920
My mom told me, but then I yeah, I needed four years to make it fairly.
00:33:00.160 --> 00:33:01.039
What story would you tell now?
00:33:01.359 --> 00:33:03.359
If that didn't happen, what story would you tell now?
00:33:03.519 --> 00:33:04.160
So it's great.
00:33:04.400 --> 00:33:04.720
Exactly.
00:33:04.880 --> 00:33:05.359
Yeah, yeah.
00:33:05.440 --> 00:33:08.640
I mean, I never actually I never thought of changing my name.
00:33:08.799 --> 00:33:12.480
Uh, not even like for the first two years when we were like nobodies.
00:33:12.720 --> 00:33:27.519
I and I never thought of changing my name, but then eventually what it went to as an acronym, also, I was on um, I was on my probably like first or second podcast, and then uh um the host asked me, like, so what does like wild tea stand for?
00:33:27.599 --> 00:33:37.839
Like, you do Amazon translations, and I was like, Well, it stands for, and then literally in the split of the second I got it said I was like, stands for your listing translations.
00:33:38.079 --> 00:33:42.319
Ta-da! And I was like, We haven't, oh my god, what?
00:33:43.119 --> 00:33:54.240
But then came to me like in that second, and that's also very typical for me because like now, whatever happens, if I think it's like five percent possible that I can do it or that we can do it.
00:33:54.400 --> 00:33:58.960
I say yes, and then you figure it out later, you know, and then usually you do figure it out, you know.
00:33:59.200 --> 00:34:06.720
But saying no is fear talking, you know, it's just like you know, we'll we'll figure it out, you know, like we'll figure it out.
00:34:06.880 --> 00:34:07.440
Yeah.
00:34:08.000 --> 00:34:13.280
Going on to like how you obviously now you run, now you have the name and the monopole sort of through the name.
00:34:13.599 --> 00:34:16.559
Let's go a little bit onto like how the business gets run.
00:34:16.880 --> 00:34:26.719
I think you mentioned before that an expansion of uh of a brand, it's about connecting the people to the actual product.
00:34:26.960 --> 00:34:30.719
What what did this mean in practice, especially from your side?
00:34:31.039 --> 00:34:31.360
Yeah.
00:34:31.599 --> 00:34:44.400
Well, from this side, they definitely what uh what I want to mention is localization, which means content, which means that you speak the language of the audience, but not just like a written direct translation, like language.
00:34:44.480 --> 00:34:49.119
Like it doesn't if you translate English to German, it doesn't mean anything if it doesn't sell the product.
00:34:49.280 --> 00:34:52.400
So I like to say that you need to translate into sales.
00:34:52.559 --> 00:34:53.679
This is what you need to do.
00:34:53.920 --> 00:34:59.920
And also, like a lot of times, like you would have brands that would sell, and I did this like really cool uh example of that.
00:35:00.000 --> 00:35:01.519
I did a video on LinkedIn about it.
00:35:01.679 --> 00:35:20.639
It was uh it was a brand selling wine glasses, and then they were selling this in the US, they want to go and sell in Spain or you know, and then the the image was wrong because like in the US, you would usually pour like literally like like this much wine into glass, you know, like there's no etiquette about it to just like pour it, you know.
00:35:20.800 --> 00:35:35.280
But then in in in and then in Europe, there is a pretty like uh there's a wine etiquette, like how much wine is kind of decent to have in and how much is it gives us less it's like a little bit that's distasteful and and and such.
00:35:35.519 --> 00:35:43.280
Um and then like they had images with the wine glass filled, like literally like little almost like a whole cup of wine.
00:35:43.440 --> 00:35:49.280
And it looked like it's like a glass for gin because it was like a rose or you know, like the orange wine.
00:35:49.440 --> 00:35:51.760
So it looked like maybe it's uh is it April Spritz?
00:35:51.840 --> 00:35:52.320
Is it gin?
00:35:52.400 --> 00:35:53.119
Is it what is it?
00:35:53.199 --> 00:35:58.800
You know, like that's because people would not understand it's a wine glass by like looking at the image and seeing this.
00:35:58.960 --> 00:36:10.159
So that's that's important, and um, and I think that is also so you know, like selling the wrong product or having um the audience understood understand product the wrong way.
00:36:10.320 --> 00:36:28.480
This is also what can be uh done or not done with the right narrative and the right word, because you need to understand how you to sell to a certain audience, you don't sell products uh to Germans as you do to the US crowd, you know, like in the US crowd gets really excited and this and overstimulated and all that.
00:36:28.639 --> 00:36:37.920
But Germans they they hate it, they're just like it's pretty much like black and white and like straight to business, and don't oversell it, don't go over emotional to me about your product.
00:36:38.000 --> 00:36:41.840
I'll be the judge if your product is good or is gonna make me happy or not.
00:36:42.079 --> 00:36:46.079
Well, is it the US crowd's gonna be like, I want this to make me happy, talk to me.
00:36:46.159 --> 00:36:46.400
Tell me.
00:36:46.800 --> 00:36:47.679
Everything about it.
00:36:48.079 --> 00:36:48.880
Everything about it.
00:36:48.960 --> 00:36:54.000
And Germans are like, I don't like to be told that I'll be happy after using this product, you know.
00:36:54.239 --> 00:36:59.360
So this is a really good example of like, you know, how you need to approach this.
00:36:59.519 --> 00:37:09.760
This is why you need to have someone who, if you want to hire someone to do it or like do proofreading of translations like done by air or whatever, you need someone that is living in this country.
00:37:10.000 --> 00:37:26.000
If you have a German native living in Switzerland, in now, let's say in Chile for 20 years, they kind of lost touch with whatever's happening in their home country, and maybe something which is like very trending, they they don't know about it, they're not, it's not part of their culture anymore, you know.
00:37:26.159 --> 00:37:32.000
So I think that is really important to kind of, you know, understand and feel the pulse of this new market and the audience.
00:37:32.159 --> 00:37:41.280
Um, it is really it's a live organism, you know, and something that was cool five years ago maybe is not cool anymore, you know, and the tendencies change.
00:37:41.360 --> 00:37:50.000
And so I really think that uh using the right content and localizing it, you know, like using the idioms, using a different style, definitely using keywords.
00:37:50.079 --> 00:38:03.519
I mean, keywords nowadays are, I mean, earlier, let's say five years ago, it was all about the keywords and like stuffing them here and there, and just like doesn't matter how your text sounds as long as it has good keywords that will make your product show up.
00:38:03.920 --> 00:38:07.840
Yeah, that will be that that was like your A game, like keywords everywhere, right?
00:38:08.000 --> 00:38:23.039
But now also with Rufus and everything, it's more about like um having this natural flow and having like bullets that will explain how the product works, like the client or the user bought it and then now is writing from its own experience, you know?
00:38:23.199 --> 00:38:36.719
Um, so that is really important uh alongside keywords, but it's kind of now more sophisticated, especially because now Rufus and the algorithm, they learn a lot about cust consumers through AI.
00:38:36.800 --> 00:38:46.480
So now it's getting more and more complicated, and so that's why your listings now need to be more sophisticated in sense of localization and the language that you're using.
00:38:46.960 --> 00:38:47.360
I see.
00:38:47.440 --> 00:38:49.760
Yeah, no, actually, now that you're saying it, you are right.
00:38:49.840 --> 00:38:56.639
Like I when I when I start, I'm I've been in the industry for four years, and four years ago, keywords was a thing.
00:38:56.800 --> 00:38:57.840
Everybody was mentioning it.
00:38:57.920 --> 00:39:01.519
And now that you've mentioned it, I very rarely hear it nowadays.
00:39:01.760 --> 00:39:05.280
It's uh it's still a tool, but yeah.
00:39:05.360 --> 00:39:15.519
I mean, it's of course you still need to have keywords in you know in your listing because this will also, you know, like uh make your uh listing stand out compared to your competitor.
00:39:15.679 --> 00:39:21.199
But what is really important is uh the feel that this product gives to the audience.
00:39:21.360 --> 00:39:29.840
Like, is it gonna um it like you it you you have to uh make it believable to the consumer that you will solve your problem?
00:39:30.000 --> 00:39:33.679
Like you need to focus on that problem solving, improving your life.
00:39:33.840 --> 00:39:46.559
But through examples and through showcasing how the product does that, also like images, the it's like a new it's a separate science, like images and A plus content, there's a whole lot other thing, you know?
00:39:46.719 --> 00:40:09.679
Um, but also like when it comes, when talking about rufless, like now it's usually that, you know, if you have like if you're selling um I don't know like handphones that are made of like certain like aluminium that is eco-friendly or whatever, maybe a wrong example, but let's say you know that, uh then you will have to have these uh key points also written in your images, infographics, and inside of your um uh listing body.
00:40:09.920 --> 00:40:16.000
So they need to like it's also like when you're on Google and you do SEO, you have these like topical clusters.
00:40:16.159 --> 00:40:24.079
So they also they the Google has to connect the dots and understand that this is all about your product and why your product is relevant for this matter.
00:40:24.239 --> 00:40:26.800
So your pro your Amazon listing is like that.
00:40:26.880 --> 00:40:32.400
So it the Rufus will connect the dots between images, infographics, title, and bullets.
00:40:32.480 --> 00:40:41.440
So the content, you and it will understand what this product is about, and then based on that, it will be recommended to the consumers.
00:40:41.679 --> 00:40:44.320
This is something that is really applicable in in the US.
00:40:44.480 --> 00:41:03.840
In Europe, it's not that big because in Europe is always like lighting years uh behind the states, and and some of the things that are you know uh live in the US, sometimes they never reach Europe, and it's you know, like you know, for instance at the same place, but yet they just don't, as you like, use the term, they don't translate into what we're doing in Europe.
00:41:04.079 --> 00:41:05.039
Yeah, yeah, exactly.
00:41:05.119 --> 00:41:07.519
Or like for instance, like caps lock in the beginning of bullets.
00:41:07.679 --> 00:41:16.400
You get suspended for this in the US, but in Europe you can still use it, and we don't know when this is gonna get, you know, um you can get banned for.
00:41:16.639 --> 00:41:19.280
So that's that's for instance, um, interesting.
00:41:19.519 --> 00:41:26.960
But yes, it's getting more sophisticated uh when talking about listings to present it to your audience so that it makes sense that they want to buy it.
00:41:27.199 --> 00:41:35.599
So it's not only keywords, but 2026 is about optimizing your whole listing so it sells your product no matter where you look.
00:41:36.079 --> 00:41:52.480
Images, A, title, bullets, content overall, it needs to be saying the same thing and talking to the audience in their language, showing the images that are um something they can relate to, and you know, it's all very, very yeah.
00:41:52.559 --> 00:42:04.400
There's it's I'm thinking about your business, and I'm uh obviously I'm we're sort of like first point contact first point of contact for those businesses trying to expand or getting the advice on uh on what they need to do.
00:42:04.639 --> 00:42:07.280
I I especially think about your business.
00:42:07.440 --> 00:42:22.320
It's very underrated, like not a lot of people would have that initially in their radar, and every time I speak to someone who is new, I'm always not necessarily wondering, but I am thinking to myself, like, how how come you haven't thought about it?
00:42:22.559 --> 00:42:35.679
Because obviously, translation is not just, and that's very important to note for anyone that's listening, it's not just like putting it nowadays or into an AI or into what I I know your Google Translate was your biggest competitor.
00:42:35.840 --> 00:42:38.800
And someone's like, oh, I have Google Translate, why should I use this company?
00:42:39.039 --> 00:42:47.840
Well, and I remember actually speaking to a client and saying, well, what a company like YLT translations would do would not just translate your wording.
00:42:48.000 --> 00:43:02.239
And obviously, we're going to like simple examples like the way that we speak in the UK rather than how you speak into the states, and then some people would go to Australia or they would just be like, Oh, just please I'll keep it, I'll keep them exactly as they are.
00:43:02.400 --> 00:43:08.320
But take little example, like tongues, they don't mean exactly the same thing the way we say flip-flops and so on.
00:43:08.559 --> 00:43:09.599
Yes, absolutely.
00:43:10.320 --> 00:43:11.519
People don't think about that.
00:43:11.599 --> 00:43:31.679
And just like to add a little thing, it's a really good example and to completely under like describe what what why this is important, is because if you use the word diapers in um in the UK, you are going to see all the products that are um adult diapers, right?
00:43:32.239 --> 00:43:35.199
You sell diapers in the US, you're gonna have baby diapers.
00:43:35.360 --> 00:43:41.920
So we actually had a client selling baby diapers, and she copied-pasted this whole listing for the UK market.
00:43:42.159 --> 00:43:59.760
And then she, you know, like by the time she she um reached out to us, she was like having all these like really, really bad results and like, you know, showing up all these irrelevant search terms, like blowing their her PBC budget on diapers when she should have used the word nappies, you know.
00:44:00.239 --> 00:44:19.280
And you know, that that is a number one mistake because uh sellers don't think about that, especially the US brands, because like if if you're you're a European, you know, like and I'm also European, so you always by default you have all these languages around you, and we all speak two, three languages, right?
00:44:19.360 --> 00:44:21.119
Like in Europe, that's a common thing.
00:44:21.360 --> 00:44:24.639
And so you expand, you're like, well, how would this be perceptive?
00:44:24.719 --> 00:44:26.800
Like, what's the word that these people use, right?
00:44:26.960 --> 00:44:45.039
But the US brands, they don't have this mindset, they don't think this way, and that's why you need to explain um using real examples, because every time I remember when I was on stage or speaking at a conference, uh, I would finish my talk, and then I would have someone reach out to me and say, like, wow, you're totally right.
00:44:45.119 --> 00:44:47.840
I never thought about this, but this is really important.
00:44:48.000 --> 00:44:55.440
You know, like people say it because it's not on their radar, it's not the first thing or second or third one that they think about when expanded.
00:44:55.679 --> 00:45:00.320
Most of people don't think about it at all or think it's relevant.
00:45:00.960 --> 00:45:27.840
No, and it's it's important to note that if um if you are a business listening to this, as Jana mentioned earlier, make sure that you check on this prior on doing anything, as this can result actually in making a loss you can invest into publicity for something that will never reach its segregated audience, just because as like a simple example as just Tiana has used, NAP is too diverse, they just mean different things.
00:45:28.000 --> 00:45:32.480
And um, obviously they're very close countries, but different mentalities, different wordings.
00:45:33.039 --> 00:45:48.559
Um tying myself up to like this simple example, what was one of the like weirdest uh what sorry, one one uh one of the weirdest misconception or like the difference that you've seen between territories when you've done uh a translation or localization?
00:45:49.199 --> 00:45:56.239
Yeah, well, definitely uh the biggest uh differences are always between US style versus Germans.
00:45:56.719 --> 00:45:57.920
Um always.
00:45:58.079 --> 00:46:36.639
Um depending on the I mean, but it's really it's really um so we we used to work with Pioneer, they were our client in the day, and we did a lot of uh uh translations for them when it comes to their brochures and their um uh banners and whatever they were like when they were um exhibiting at a conference, and this was a conference in Frankfurt, and then uh they would have a sentence saying, like, you know, like we offer a very, you know, like honest customer service and like uh sincere something, you know, like that was their English uh content.
00:46:36.800 --> 00:46:44.000
And then to Germany, like you don't want to have a humble customer service or like an honest one, like nobody wants to do this.
00:46:44.079 --> 00:46:48.960
Like this is not a nursery home, you know, like so you change it to sound more professional.
00:46:49.119 --> 00:46:56.320
You want to say, like, we have a responsible and professional customer service, like this is something that will resonate with the Germans, you know?
00:46:56.480 --> 00:47:10.639
Or like when you sell like plush toys, um, you're like, you know, pampered, adorable, yeah, cutesy, or that like of course you need to use certain nuances and have the plush toys sound cute, right?
00:47:10.960 --> 00:47:15.519
But they have to sound less cute than they sound in the US, you know?
00:47:15.760 --> 00:47:18.400
Or selling products that are like for like beauty.
00:47:18.559 --> 00:47:26.159
Um uh there's like uh there was a sentence saying that um you know, like pamper yourself in luxury girl, or something like that.
00:47:26.400 --> 00:47:32.639
That sentence was literally completely rephrased to something like um you deserve a deserter.
00:47:32.880 --> 00:47:44.559
It's very heavy to see that like when you're probably something like it was like rephrased to something like you deserve a day off, or you deserve to feel beautiful, but it's like very, very, very like toned down.
00:47:44.719 --> 00:48:02.880
So that is really something that um, or like certain idioms or play with words, you know, it's really like you need to tone down all of these things, and you need to find uh specific um expressions, you know, like there are a lot of idioms that are non-existent in the other language, and vice versa.
00:48:03.119 --> 00:48:16.639
So sometimes you really need, and that's why you really need to uh have someone that first of all has marketing skills and secondly is native in that language, because that that is a lot of that is really not uh an easy thing to do.
00:48:16.800 --> 00:48:33.440
And I remember also like um I was using uh AI to test out something a couple of months ago, and then because there was a listing that we did, it was pasta machine, uh the one like the big metal one that they use in Italy, like the the you know, um, and a lot of people in Europe have it.
00:48:33.599 --> 00:48:37.360
My grandpa had had it, and now I have it, and I'm sure you do.
00:48:37.599 --> 00:48:46.800
Uh, and um, and so like it was um uh the English listing in the US, it says uh it makes pasta like in Bella Italia, like that was the US listing.
00:48:46.880 --> 00:48:55.519
And then when you stay to an American like Bella Italia, they know there's like little cute neighborhood, there's like homemade meals with like Italian pasta, gnocchi, all of that.
00:48:55.760 --> 00:49:00.800
But there was I mean, yeah, it makes sense, it hits the spot like it resonates, right?
00:49:01.039 --> 00:49:08.159
But then they wanted to sell it in Italy, and then of course you cannot say like let's make your pasta like in bella Italia to an Italian.
00:49:08.320 --> 00:49:09.760
Like, what does that even mean, right?
00:49:09.840 --> 00:49:16.320
Like Italian will be like, I don't understand what this is, it's like some Chinese whatever, you know, like they would not, you know.
00:49:16.559 --> 00:49:28.880
And then I went to AI, and then AI said um it will make pasta like the Italian traditional pasta, which is good, it's much better than Bella Italia, and it does resonate, okay.
00:49:29.119 --> 00:49:46.000
But then what my team came up with, and this is the nuance that you still need people to proofread everything that AI translates, um, is that that so the team translated um to like your grandma used to make, like della nona, yeah, right?
00:49:46.079 --> 00:49:51.440
So the non- and then when the Italians, when they read nona, it sparks the emotion, right?
00:49:51.679 --> 00:49:56.159
So that emotion will connect you to the product because it sparks emotion.
00:49:56.239 --> 00:50:09.440
This is exactly what you want to um this is what what you want to to bring up that emotion that people remember their childhood having great meals, having an amazing pasta with their nona, running down the streets, da-da-da.
00:50:09.760 --> 00:50:14.239
You know, like and this was the the the translation for this product.
00:50:14.480 --> 00:50:16.000
It was absolutely amazing.
00:50:16.159 --> 00:50:19.360
So, this is that was an example of a really, really good localization.
00:50:19.519 --> 00:50:26.800
So, what I'm saying is that AI can do a good job now, like it's incomparable to rule translate dip or anything like that.
00:50:26.960 --> 00:50:42.639
So it can do like a decent job with translating, it's correct, it's good, it's even localized sometimes, but humans need to prove for you and maybe do a better localization because the machines will never be able to spark that emotion that a native person can do.
00:50:43.119 --> 00:50:43.519
Exactly.
00:50:43.599 --> 00:50:44.559
And this is what they're lacking.
00:50:44.719 --> 00:50:49.760
You your answer actually I had questions about this because I I remember mentioning it briefly in the in the beginning.
00:50:49.920 --> 00:50:52.320
Um, this was this was exactly what I wanted to ask.
00:50:52.400 --> 00:50:54.400
How do you not necessarily compete?
00:50:54.480 --> 00:50:57.119
Because as I said, like you're not really competing with an AI.
00:50:57.199 --> 00:51:04.000
It's just like how what is it missing, or like why is the not fully patient for something like this?
00:51:04.159 --> 00:51:08.800
Because I feel like nowadays, obviously, AI is the topic of conversation.
00:51:09.280 --> 00:51:16.480
And I mean I get a lot of people saying, Oh, but AI is saying, for example, uh I don't need that number.
00:51:16.960 --> 00:51:18.320
Like, well, yeah, I don't know why.
00:51:18.400 --> 00:51:22.880
I've I found many cases in which it was wrong, the legislation.
00:51:23.039 --> 00:51:27.039
It's on a day basis, things change, it doesn't have that sentiment.
00:51:27.119 --> 00:51:34.320
So, as important as it is, and obviously it's beneficial, as it said, you're using it, I'm usually not feeling like every listener would actually use it.
00:51:34.880 --> 00:51:37.199
Make add that, oh exactly, yeah.
00:51:37.280 --> 00:51:39.920
Just if it makes it easier, why why wouldn't you?
00:51:40.559 --> 00:51:47.440
But make sure that you use it when it's right and then you add what needs to be added later on.
00:51:47.760 --> 00:51:58.480
I mean, you know, everyone mentions you know the LI AI hallucinations, and so you every time you get something, you kind of should be a little bit skeptical about it.
00:51:58.719 --> 00:52:04.000
Because like the last time when I was like, is this is this right or this is wrong?
00:52:04.159 --> 00:52:10.480
I was doing like our uh PL and I like just like threw like one sheet, I was like, Can you do this and that?
00:52:10.639 --> 00:52:19.840
And the profits were completely wrongly calculated, you know, and then you go to AI, you're like, This is wrong, should be this, and AI goes like yes, you're right, should be that.
00:52:20.159 --> 00:52:21.440
I'm like, Yeah, okay.
00:52:21.920 --> 00:52:26.880
Just like, you know, I could have sent this quote and I I would have like had zero profit on it.
00:52:27.360 --> 00:52:28.880
Yeah, I like to take the countability.
00:52:28.960 --> 00:52:32.880
I like that with saying that I'm right, but why wasn't nothing right?
00:52:34.079 --> 00:52:40.239
That's you know, it's like the mushroom meme uh on Instagram, like how the guy like Google, like, is this mushroom edible?
00:52:40.480 --> 00:52:48.559
And Chad GPD says, Yes, it is, and the next next image is like he's at a hospital dying, and it's like you were wrong, and ChPD says, like, yes, I was wrong.
00:52:48.719 --> 00:52:50.320
This was not edible mushroom.
00:52:50.400 --> 00:52:52.559
Would you like to have a list of edible mushrooms instead?
00:52:52.719 --> 00:52:54.880
You know, and that's just how it is.
00:52:55.440 --> 00:53:00.639
That's okay, but I can give you some others, which I might be also wrong, but I can still tell them about tell you about it.
00:53:01.280 --> 00:53:02.239
Exactly, exactly.
00:53:02.400 --> 00:53:03.920
Would you like to learn more about that?
00:53:04.320 --> 00:53:11.519
Maybe you know it's important, it's important to obviously you would grow and grow to things that we probably can't even imagine as of now.
00:53:11.599 --> 00:53:20.719
It's already been it it's crazy how it hasn't been a thing two years ago, and then now it's it has become everything for some people.
00:53:20.880 --> 00:53:22.639
Like they can't live without it now.
00:53:23.119 --> 00:53:23.840
But you know what?
00:53:23.920 --> 00:53:35.679
Like it's such a big change because I remember last year it was impossible to put a text on an image and have this text written if it's longer than like four four letters, it would not make sense.
00:53:35.920 --> 00:53:40.800
Uh also, we like on all images we have like 12 fingers, uh 55 teeth.
00:53:41.039 --> 00:53:43.920
You know, it was impossible to fix that.
00:53:44.079 --> 00:53:46.159
It was literally possible for like six months.
00:53:46.320 --> 00:53:48.559
It was not possible to get a proper image.
00:53:48.800 --> 00:53:58.960
And then literally overnight, something happened, and then ever since they fixed that, every single day it's becoming better and better and better.
00:53:59.039 --> 00:54:00.239
And you know, not today.
00:54:00.320 --> 00:54:05.760
Now we have like Chat GPD image 2.0, which is now better than uh the banana one.
00:54:05.920 --> 00:54:18.639
And I mean, like every three days there's another crazy update that will say forget about everything you you you know you you you knew and forget about all the tools you've used because now you use this tool.
00:54:18.880 --> 00:54:32.239
So if you're not really like up to date with all of the changes, like I remember like like in August, like I took off like uh like three three weeks like sort of like seaside vacation, I didn't even bring my computer.
00:54:32.400 --> 00:54:39.519
And I'm like, I really need to switch off and like to you know think about things and and and then I was really up to date with AI.
00:54:39.679 --> 00:54:43.760
This was like probably mid-August, and then I was offline for three weeks.
00:54:43.920 --> 00:54:44.719
I came back.
00:54:44.880 --> 00:54:45.920
I knew nothing.
00:54:46.079 --> 00:54:52.320
I literally knew nothing about AI anymore, and this is how fast these changes changes are happening.
00:54:52.480 --> 00:54:54.719
It's really insane, really.
00:54:54.800 --> 00:55:00.880
So I don't know, like I don't think I can project anything, like you know, how much time do we have until this happens?
00:55:01.039 --> 00:55:03.440
I'm like, now I really I really don't know.
00:55:03.599 --> 00:55:06.079
Could be months more than we can even imagine.
00:55:06.320 --> 00:55:08.960
Yeah, could be weeks, could be years, like who knows?
00:55:09.119 --> 00:55:10.639
Like everything is possible.
00:55:10.960 --> 00:55:11.519
Correct.
00:55:11.760 --> 00:55:15.039
We talked a little bit about mistakes, and I want to get back onto you.
00:55:15.119 --> 00:55:36.639
What was obviously a long career now into this and being the successful business owner, what was uh a mistake from which we we the listening and myself as the host should learn from so uh so basically the I mean the mistakes that people made in brands and you know, everyone is I mean, that used to be a lot connected with Google Translate.
00:55:36.880 --> 00:55:39.760
Uh, if this is this is if you're asking about the brands.
00:55:40.000 --> 00:55:46.079
If you're asking uh about me personally and my business and whatever I did wrong, I did a lot of things wrong.
00:55:46.320 --> 00:55:52.559
Um first of all, it took me too long to um to uh learn how to delegate.
00:55:52.719 --> 00:55:55.039
I'm really happy that I did learn how to delegate.
00:55:55.280 --> 00:55:57.280
Took me only two years for that.
00:55:57.519 --> 00:56:06.400
But uh, once I decided to let go and just you know uh delegate to other people, it it literally like exploded in a good way.
00:56:06.480 --> 00:56:08.159
Like my business exploded literally.
00:56:08.400 --> 00:56:12.239
And we grew our team to like 95 people at the time.
00:56:12.480 --> 00:56:13.840
So that was incredible.
00:56:14.000 --> 00:56:19.440
So after four years of business, we we were 90 people team, fully remote.
00:56:19.599 --> 00:56:20.880
So that was really incredible.
00:56:20.960 --> 00:56:22.559
That is thanks to delegating.
00:56:22.800 --> 00:56:30.719
And then uh second mistake I made is I did not handle my um my financials the right way.
00:56:31.039 --> 00:56:38.079
I was um not focusing that a lot and didn't have a a good um accounting team.
00:56:38.239 --> 00:56:42.480
Uh and uh that was also prof problem with PL.
00:56:42.639 --> 00:56:46.480
Uh and then I will I will never ever repeat that mistake.
00:56:46.639 --> 00:56:48.639
So that is um really important.
00:56:49.119 --> 00:56:50.559
I didn't have that in place.
00:56:50.719 --> 00:56:51.920
I was focusing on other things.
00:56:52.079 --> 00:56:55.519
I thought that was not, I thought that you know people will handle it.
00:56:55.599 --> 00:57:00.079
Like I don't need to be jack of all trades, I'll have the accounting team do it for me.
00:57:00.239 --> 00:57:03.599
But then uh I realized that they were not doing such a great job.
00:57:03.840 --> 00:57:05.360
And uh that cost me a lot.
00:57:05.440 --> 00:57:09.119
And then I think I would have a I had now have a different strategy in place.
00:57:09.199 --> 00:57:13.519
So I think that uh, you know, PLs are the most important thing of your business.
00:57:13.679 --> 00:57:16.480
This is like number one priority, whatever you're doing.
00:57:16.800 --> 00:57:24.960
Um that and maybe third is um yeah, I thought I could do everything on on the go.
00:57:25.119 --> 00:57:30.000
You know, like I used to do so many events, I used to do literally like three events a month.
00:57:30.159 --> 00:57:30.880
It was crazy.
00:57:30.960 --> 00:57:32.480
I miss I miss I missed that life.
00:57:32.559 --> 00:57:33.599
I I loved it.
00:57:33.760 --> 00:57:35.519
Um and it kept me going.
00:57:35.760 --> 00:57:39.760
But your business can't grow while you're constantly traveling.
00:57:40.000 --> 00:57:47.360
So I had I had um uh a big team and I had you know a upper management team that was running everything for me.
00:57:47.519 --> 00:57:53.920
But then if you're not involved in in a way for certain things, your company will never grow.
00:57:54.159 --> 00:58:01.119
And uh I thought I would completely be excluded, and I'll do my thing, I do like branding and this and that, they will work on the business.
00:58:01.280 --> 00:58:12.079
Um, so you you always you don't have to work uh in the business, but you always have to work on the business and have the full grasp of what is going on in the business while you're away.
00:58:12.400 --> 00:58:19.280
Because once you don't focus on that, it's all like gonna be a flat flat line and eventually it's gonna go like this.
00:58:19.599 --> 00:58:26.639
So you need to uh also have a strategy of like, you know, is this event really important for me or not?
00:58:26.880 --> 00:58:28.320
Or is this worth my time?
00:58:28.480 --> 00:58:33.679
You know, like what I do now is like I put like a you know price tag on my hour.
00:58:33.840 --> 00:58:38.239
Let's say my hour's worth$2,000, for instance.
00:58:38.559 --> 00:58:44.800
And then everything else that I do, I'm like, is this worth$2,000 of my time, for instance?
00:58:44.880 --> 00:58:45.199
You know?
00:58:45.360 --> 00:58:55.920
So this you put like on the paper how much you earn, what is your uh hourly rate, let's say nine two hundred bucks or ten thousand dollars, doesn't really matter.
00:58:56.159 --> 00:59:01.840
And then whatever you do, you think of like, is this worth my hour?
00:59:02.079 --> 00:59:06.000
My my hourly rate and my hour, like whatever if it's not, then don't do it.
00:59:06.159 --> 00:59:08.000
You don't need to do absolutely everything.
00:59:08.320 --> 00:59:10.880
And I think this is also something that I've learned.
00:59:11.119 --> 00:59:15.599
Um, it was a painful lesson, but you know, now I think of it that way.
00:59:15.679 --> 00:59:25.679
Like, you know, if someone asks me, hey, would you like to do this campaign or would you like to do this partnership or this post, sponsored post, or this or that on LinkedIn, I'm like, you know what?
00:59:25.760 --> 00:59:28.000
I don't know if this is worth my time, really.
00:59:28.239 --> 00:59:33.199
And I I've I've learned to say no, and that is a really powerful thing to learn.
00:59:33.440 --> 00:59:41.440
I still sometimes really uh I'm not that comfortable with saying no all the time, but I'm still learning to say no.
00:59:41.599 --> 00:59:49.920
But I have finally learned how to say no to certain things and certain people, which also helped me grow personally and mentally.
00:59:50.079 --> 00:59:53.119
So that is also the four mistakes.
00:59:53.280 --> 00:59:59.119
Hopefully, someone would uh find this useful and not repeat my mistakes.
00:59:59.440 --> 01:00:00.079
Definitely no.
01:00:00.239 --> 01:00:07.599
So I I think out of what you've mentioned, what I experience and what I can relate to you, like while saying no, that's that's a very hard thing to say.
01:00:07.760 --> 01:00:10.159
And obviously to add them to this, I hope this was worth to you.
01:00:10.239 --> 01:00:14.880
And if it was worth, I expect the invoice for your hourly time later on after we finish the podcast.
01:00:15.760 --> 01:00:17.599
More than happy to do that.
01:00:18.480 --> 01:00:19.679
No, no, no, absolutely.
01:00:19.760 --> 01:00:39.840
I mean, I really I mean I as I said, like I haven't done podcasts in a while because I really did not want to do too much, so I don't get um uh distress and like so I don't lose my focus on what's important, but I always love doing podcasts with a vast, so this was a really, really uh great uh great time for me.
01:00:40.000 --> 01:00:40.320
Yeah.
01:00:40.719 --> 01:00:42.880
Thank you so much, and again, thanks for being here.
01:00:43.199 --> 01:00:52.000
You mentioned the not necessarily the post, but a sort of a step back from events, and now that you're seeing this idea, yeah, we we haven't seen you at the events as much as we used to.
01:00:52.239 --> 01:01:04.000
That apart from delegating and um learning to say no sometimes, was it another reason why you you had to sort of step back a little bit lately?
01:01:04.719 --> 01:01:19.440
So at first it was really hard for me to admit, like, no, I still wanna keep doing this, and I'm like, yeah, but I really need to sit and think and rethink um uh what is the right path for my business.
01:01:19.679 --> 01:01:21.679
And there's nobody else that can do this but me.
01:01:21.840 --> 01:01:22.800
And I'm like, you know what?
01:01:22.880 --> 01:01:28.159
I either gonna prioritize this or just like keep wandering forever, literally.
01:01:28.320 --> 01:01:30.719
And I thought, I felt that this is the right moment.
01:01:30.880 --> 01:01:44.400
And I sat down and I'm like, okay, now 2026 is gonna be about me optimizing my business, setting my priorities, and just um, you know, uh creating some new and exciting things.
01:01:44.559 --> 01:01:52.079
And uh we're gonna have something really new and exciting to present to everyone in the industry really soon, I hope this month.
01:01:52.239 --> 01:01:53.440
So stay tuned.
01:01:53.599 --> 01:01:59.679
Uh I think you're gonna, I think, and I hope that uh brands are gonna uh are gonna love it.
01:01:59.840 --> 01:02:05.199
Uh we poured our heart and soul into it and everything we've known and done in the last eight years.
01:02:05.440 --> 01:02:13.039
So it's a really good product, and I hope it will also bring a lot of success and uh additional profits to everyone.
01:02:14.159 --> 01:02:14.559
Amazing.
01:02:14.639 --> 01:02:16.719
We're looking forward to see what it is.
01:02:17.039 --> 01:02:18.960
So stay tuned, everyone.
01:02:19.599 --> 01:02:28.639
We wanted to also find out, obviously, with things changing in the industry and personally and uh with everything else going in the world.
01:02:29.199 --> 01:02:35.039
Do you have something that you truly believed in the beginning that you now completely disagree with?
01:02:35.199 --> 01:02:38.079
Is that anything like that on uh on your list?
01:02:38.800 --> 01:02:40.239
Well, uh yes.
01:02:40.559 --> 01:03:01.039
I at first I was I had like this imposter syndrome at first, and I found it uh difficult to talk to people and like why would anyone talk to me and like why would they, you know, I'm just this like random person, like you know, you know, and when I started in business, it was like maybe like two girls and 500 men.
01:03:01.119 --> 01:03:20.800
It was really weird, and it was uh yeah, I was I was really intimidated, you know, by a lot of things, and I thought a lot of things would not be possible, you know, like but uh what I've learned is possible is if you ask, and if you ask um a lot of times, that door will eventually open.
01:03:20.960 --> 01:03:25.280
And this is also how I got my foot thrown to door the first time.
01:03:25.519 --> 01:03:33.760
I was very uh persistent, and you need to swallow your pride a little bit and not feel like, oh my god, I'm so embarrassed.
01:03:33.920 --> 01:03:36.159
You forget about the embarrassment and all of that, you know.
01:03:36.239 --> 01:03:50.079
And I I I thought that a lot of things that I've done uh and managed to do, and people that I got to know and friendships that I made, I I didn't think it was possible, you know, but uh then uh it is possible once you are very uh persistent.
01:03:50.239 --> 01:03:51.840
I think that everything is possible.
01:03:51.920 --> 01:03:55.119
It doesn't matter where you come from, what your background is, it doesn't really matter.
01:03:55.440 --> 01:04:06.320
What matters is if you are, you know, uh if you believe in yourself and you're persistent and you need to like network is my damn.
01:04:06.480 --> 01:04:17.360
Like I love networking, and that has brought everything to our business, like word of mouth, this and that, and all the good stuff that happened after after 2 a.m.
01:04:18.400 --> 01:04:20.239
with the networking parties and all of that.
01:04:20.320 --> 01:04:20.559
Yeah.
01:04:20.639 --> 01:04:23.760
So I didn't think it was possible for me to do literally anything.
01:04:24.000 --> 01:04:49.280
Uh, but uh here we are today, eight years later, with a lot of great things behind us, and I just think it's that you can change your life, you can reinvent yourself at any point, your business, you know, like if you feel at this, you know, just like trying to reinvent it, do something, see if it works, then kind of present it in a different uh way, and then see if that works, you know, like sky's the limit.
01:04:49.360 --> 01:05:01.199
And just seeing all these people, as I mentioned at the beginning of our podcast, that are no longer in the industry, they're doing some amazing things outside of the industry, they're going into different uh branches, offline or online.
01:05:01.679 --> 01:05:10.320
Um, it's inspirational to see like how many different things you can be and where what what you can do with your business and like all the future businesses.
01:05:10.480 --> 01:05:18.559
So it doesn't mean that if you do if I do translation, doesn't mean that I am not gonna do something completely different in two years and be successful at that as well.
01:05:18.800 --> 01:05:21.920
So I think blocks, and that's not obviously.
01:05:22.480 --> 01:05:32.079
No, but a lot of people don't think yeah, but I uh a lot of people don't have like this wider picture, you know, like they're just like, no, I've always been like PPC a consultant, this is what I'm gonna do.
01:05:32.239 --> 01:05:42.719
No, I don't I'm not saying that you should now be an AI consultant because this industry is a little bit like people are attracted by shiny objects, you know, they jump like from one thing to another.
01:05:42.960 --> 01:05:50.960
I don't think that is necessarily great because people know what you did uh six months ago, and now you're an uh obviously an expert on other matters.
01:05:51.199 --> 01:05:59.760
But uh I think it's great because you see how people quickly can evolve and let that surrounding like inspire you to do whatever you want.
01:06:00.159 --> 01:06:00.320
Yeah.
01:06:00.559 --> 01:06:21.119
That is the most satisfying thing, I feel like, see that evolution on like people personally or with their businesses, just to see and obviously to look back as we've done today, looking back, taking you back to before 2018, what you were doing, and to see obviously again how inspirational you are and how successful the business has growing and to see it growing even more.
01:06:21.519 --> 01:06:25.920
I on every possible level I love seeing that around me.
01:06:26.079 --> 01:06:31.360
And uh again, thank for uh for sharing everything.
01:06:31.599 --> 01:06:39.119
Um to end this, just for our listeners, I wanted to go back on um a little bit more on practicality.
01:06:39.440 --> 01:06:51.760
Um if you could give uh a business like three pieces of advice on where to start their expansions on uh on new markets or new countries, what would those be?
01:06:53.679 --> 01:07:04.480
So I think uh there is a lot of information about it, like in Seller Central, like on all the um Amazon um uh guidelines to online expansion.
01:07:04.559 --> 01:07:08.480
There's like a lot of really good content on Amazon itself.
01:07:08.719 --> 01:07:15.280
Uh I know Avasque has uh, you know, like Avasque holds your hand from A to Z, literally on the expansion.
01:07:15.360 --> 01:07:26.400
So it's always great to reach out to you guys and have uh and you know, have just like a wider picture, like explain how it works, what you need, what are the the time frames and all of that.
01:07:26.559 --> 01:07:39.280
So I think uh it's also great to, you know, like there's like a lot of free content out there, you know, like YouTube or just you know, like you can search out like into AI and then they will point out to agencies who do that.
01:07:39.440 --> 01:07:51.440
Uh so there's like a lot of free resources that you can uh use and to um you know like to to get a better picture, like what will this be something for you or not?
01:07:51.760 --> 01:07:57.920
Um also there also like uh Amazon Central has like a lot of four forums, and then you can talk to other sellers.
01:07:58.079 --> 01:08:11.760
I think that is also super beneficial that you talk to other sellers and see, you know, if who's expanding somewhere, like what the bottleneck that they've they've experienced, like what who did they work with, you know, what were their problems, you know.
01:08:11.920 --> 01:08:23.760
Um there's like a so many of things out there that you can just you know outsource to someone of your team and they can, you know, uh go back, come back with you with a PDF, or you can use AI for that.
01:08:23.840 --> 01:08:34.000
Like you literally like feed the AI with all of these information, everything that you need, and say, like, can you apply this now to my business and what do you think the outcome would be?
01:08:34.239 --> 01:08:39.600
And then again, you still have to understand that this is AI's predictions, doesn't necessarily have to be true.
01:08:39.840 --> 01:08:44.960
But then like with all of that, and you know, you would know more than if you hadn't done that at all.
01:08:45.119 --> 01:08:52.479
And then you can go to someone who really knows how to do fashion expansion, uh, and then see what the real numbers and data are.
01:08:53.439 --> 01:08:53.920
I see.
01:08:54.000 --> 01:08:59.680
So research in uh in one word, do your research, try to learn from other people's mistakes, right?
01:09:00.319 --> 01:09:05.920
And for anyone uh in need of your services, uh where can they find you?
01:09:06.319 --> 01:09:09.920
Yeah, so our website, YLT-translations.com.
01:09:10.159 --> 01:09:10.800
Thanks, mom.
01:09:11.359 --> 01:09:19.199
Uh, and uh I'm very active on LinkedIn, I do lots of videos, updates, really useful content about the national expansion.
01:09:19.359 --> 01:09:30.880
So if you ever think of expanding internationally, I think it's a good idea to follow me on LinkedIn because I do um ACN teardowns, pointing out to what brands are doing wrong, right?
01:09:31.119 --> 01:09:32.399
Lots of case studies.
01:09:32.560 --> 01:09:44.640
So maybe, you know, maybe I will do your category at one point, and then you're like, oh, okay, we have the same uh problem, and then you can apply whatever I uh analyze in that video to your brand.
01:09:44.880 --> 01:09:51.279
So I would say that it could be useful for a lot of brands, and then of course, if you have any questions, feel free to reach out.
01:09:51.439 --> 01:10:00.399
I'm always happy to do an audit or to point out on, like, you know, some of the low-hanging fruit and you know, see how you can um perfect it and do it better.
01:10:00.880 --> 01:10:01.920
Well, amazing.
01:10:02.079 --> 01:10:02.960
Thank you so much.
01:10:03.119 --> 01:10:07.920
Uh, for those who are watching, you can see there, uh, you can see the details on the screen as well.
01:10:08.079 --> 01:10:12.079
Uh, for those who are listening, the details will also be in the description.
01:10:12.239 --> 01:10:15.920
Uh, I wanted to say thank you again for joining us and for listening.
01:10:16.000 --> 01:10:23.439
And Yana, thank you again so much for all the inspiration for all the lessons you have given me and the listeners.
01:10:23.680 --> 01:10:26.800
And I will hopefully see you in person soon.
01:10:27.119 --> 01:10:28.800
Thank you so much again for having me.
01:10:28.880 --> 01:10:33.119
You've been a wonderful host, and um, yeah, I hope to see you soon again.
01:10:33.760 --> 01:10:34.720
Thank you so much.
01:10:35.039 --> 01:10:37.039
Right, until next time, everybody.
01:10:37.199 --> 01:10:38.159
Bye bye.