All right, welcome everybody, this episode of monetizing your Mental Capital. I'm your hostable Christianson, and I am super excited today [...0.9s] I've got Ken here with us from full circle. Ken, I [...0.7s] honestly super stoked, you know, heard a lot of good things about you from the team using our software to automate some of your data processes. So we're going to get into some of that.But I like to open with this first question, [...0.5s] why would an Amazon seller who's interested in monetizing their mental capital, scaling their business, building their brand, why would that individual want to hear from you? [...1.4s]
Also, well, [...0.4s] well, I'm really grateful to be here, man.And [...0.7s] the reason that Amazon seller would be interested in listening to this is [...1.2s] I've been on a 10 year journey of selling on Amazon.That's included [...1.1s] dropping out of school and starting a little bootstrap business from scratch to, [...0.5s] you know, a multiple seven figure exit of that brand which was life changing for me, [...0.7s] to getting into brave management [...0.6s] on the Amazon side of things for some of the absolute biggest brands in the world like Ridge wallets at Hex clad and […0.8s]
BK Beauty and obvious a bunch of those.And I've also acquired a brand for seven figures as well, [...0.6s] sold a brand, bought a brand and ran hundreds of millions of dollars worth of amps on businesses and built a team of 70 people [...0.6s] in 12 different countries around the world to help me do that.Hey, that sounds like you've been around the block a few times. A little bit [...1.0s] once.The first time you can remember monetizing your mental capital? [...1.4s] Well, [...1.9s] you know, a fire was lit under me to become an entrepreneur [...1.1s] when I dropped at a school and I was a waiter for many years [...0.7s] and I met a girl [...1.0s] who had a real job [...0.8s] and I had a master's degree and I said, oh man, I need to catch up. And I knew that was not going to be by climbing the corporate ladder.And so I literally googled [...0.7s] or searched on YouTube how to make money on the internet, [...0.6s] how to make money on the internet.So you found the gurus.
Oh yeah, we've [...0.9s] gone through many dark avenues trying to [...0.5s] figure that out. But, you know I mean, it's so funny looking back at the infancy because, you know, I was rummaging through thrift stores and stuff like that. [...1.5s] But really, you know, starting first drop shipping. So many people get into ecommerce.Two, drop shipping first, because the [...0.4s] barrier tentry is so low. And I remember posting [...0.7s] a bunch of products [...0.5s] on eBay [...0.4s] and on eBay back in the day when you made a sale, it makes your phone Cha ching.And the first time my phone Cha ching, [...1.2s] I felt like the richest man in the world. And I just knew I had to scale. [...1.8s]
I just gotta make that thing cheching 100,000 times a month and we're good.Yeah, my wife made me turn it off eventually for sure. I got it. I got addicted to that thing, so you, not this girl, wait, hold up, did you did you?So you were a waiter, [...0.4s] she had a real job at a master's degree [...0.9s] man. She had a lot of faith because you, you stopped doing the waiter thing and started trying to figure out how to make money online. There's a process, yeah I mean, it was a, you know, a multi year process of, and [...0.4s] now she's your wife, is that accurate or she can marry someone?My wife, she's my wife, okay, with two kids and we, okay, so I gotta ask though, [...0.6s] did she marry you before or after you started? Like, is this?Well, before, I was just, [...0.9s] I mean, I was just waiting tables and [...0.4s] chilling all day, taking it real.
These buried you while you were waiting tables. Yeah, [...0.6s] my joke is she, she bought my stock very low, [...0.5s] and she bought my stock very low.Yeah, oh my gosh, that's amazing that talk about some faith, like, my hat's off to her and off to [...0.6s] many spouses.And I think my spouse falls into this category as well. There were many of my deficiencies that she chose to ignore, [...0.6s] which is why we actually did get married. And, you know, now [...0.5s] we've been in it for 13, 14 years, and, [...0.6s] you know, we're chugging away, and [...1.2s] it's been 12, I can count.Yeah, all right, don't let Hurto that. I didn't know that number right off the bat. Yeah, [...0.6s] but, [...0.9s] yeah, a lot's changed, and a lot's grown. So hats off to your wife for buying your stock low, and, [...0.5s] you know, recognizing that you were gonna make it. […1.4s]
Okay, so imagine you're in a coffee shop, and you step into that coffee shop, and you're there with an old friend from high school, so this is someone that you [...0.8s] respect.So when you haven't talked to in a really long time, they have no idea what you've been in, you have no idea what they've been in. And you start chatting. And, and they're like, yeah, I think I'm this close to quitting my day job [...0.5s] to do [...0.4s] Amazon full time.I've got these products that are doing, you know, doing decently [...0.8s] and I'm in my first, you know, year. I'm just trying to figure this out [...0.8s] for realsies.Yeah. And you obviously get it, you're like, well, did you know that I've sold more than$100 billion in stuff on Amazon before? And he was like, what? Like no way.
So like [...0.4s] this is the conversation that's happening, right? So he then turns to you and says, [...0.5s] well, how can you help me? Like, are you good at product listings? Are you good optimization, scaling advertising reviews? Like, do you help other Amazon sellers? Like what, [...0.8s] you know what would that be like? [...1.3s]Yeah there's so many ways that we can look at that, right? But, you know I would say, [...1.0s] you know the level of competition on Amazon is deeper today than ever.And so first of all, just getting out of any side hustle mentality, [...0.7s] right? Like you gotta [...0.7s] be in it to win it be in it to win it right? And so you have to approach it [...0.6s] as professional as possible and turn every stone.Now [...0.5s] I would say [...0.5s] that the foundation fundamentals of crushing our names and all comes down to creating [...0.6s] the most highly converting listing possible.Okay. So your, [...0.8s] you know product detail page is like your real estate [...0.6s] right now. If we're on page 3 and 4, [...0.4s] that's not the best part of town to be in, right?
So we gotta do everything that we can to renovate, [...0.7s] renew what we have on Amazon.I was at a product detail page to ensure [...0.6s] that our, [...0.4s] you know our [...0.5s] home here, [...0.6s] this little metaphor is bright and shiny and everyone wants to buy it, right? So your main image is by far the most important thing, right? People are not physically looking at your product, picking up and touching it.So first we've got to stop the scroll [...0.4s] by having [...0.8s] a main image that sort of breaks the pattern a pattern interrupter.So let's, let's talk about that main image, right? So, [...1.4s] and I love, [...0.9s]
I usually choose something random on my desk. So we're gonna go with this back scratcher. We're gonna imagine that this back scratcher is one of my products that's doing decent, but I'm confident that there's, I know I'm not getting [...0.6s] enough of the bybox. I know I'm not getting, [...0.9s] you know as many sales as I could be [...1.1s] for where this is.So if I'm if I'm working on a main image for this back scratcher [...0.9s] and I want to do a pattern interrupt, what does that look like?Okay, well, first of all, I see that the handle there is blue. Maybe you have multiple other variations that are different colors.Now Amazon is very clear in some of their rules about what we can cannot do in a main image, but nevertheless bend the rules as much as possible.
And you'll see many other people do that as well. So I see [...0.6s] maybe you were a hand model in your past life.You got a nice hand there, maybe there's a hand [...0.9s] holding it up some sort, right? So we're adding a little extra detail in there, maybe we have [...0.5s] sort of rainbow colors or whatever. We have the multiple other versions that could be bought, that could be off to the side of it. Maybe there's a back being scratched [...0.7s] perhaps in the image as well, right?So [...0.6s] okay okay, [...0.7s] you know [...0.5s] that. So some of that could be against the main rules of Amazon necessarily. But [...0.4s] one should experiment with every single [...0.4s] way that they could do that.So and by experimenting, I'm uploading and there turning down images and allow, you know or allowing images through or whatever. [...1.1s] My next question that is [...0.6s] if I'm trying to interrupt a pattern, how do I discover what the pattern is?
Do I go search back scratcher and see what all the images look like? Certainly, back scratcher is probably your main keyword by far, you know Amazon is a bottom of funnel [...0.5s] marketplace where people are making search queries.So you need to know every single search query that's leading to a purchase for that type of product.Search forward and see [...0.6s] whatever, what else is doing, right? And then consider doing something else and then [...0.5s] make multiple iterations of that main image, some of which I've just described [...0.4s] different angles, different positions, different props, which, [...1.2s] like I said, bend to those rules. You're not going to get in trouble.
I would say where's case scenario, you just think it doesn't go through, where they take you down, right?Okay, so I'm, I'm putting this on the spot here, [...0.9s] and maybe, you know since we're in that coffee shop, [...0.4s] you know the guys, like, hold on a second, he flips up at his laptop and he puts in backscratcher, [...0.4s] and he's like, [...0.5s] I may see we're in the book category though.Oh, okay, yes, I gotta not be in the book category. Here we go let's [...0.7s] go to the home page there on Amazon, [...0.5s] play nicely with me. [...1.9s] Okay, here we go here we go yeah, book category would not have [...0.6s] gone well there. Oh, back scratcher. So that's, [...0.5s] oh, and I spelled it wrong.Any feedback you'd give me, as I'm [...0.5s] like, which you should be aware of all the ways that your product could be misspelled as well, right?
Oh, although Amazon's very good indexing, see, and then by the way, the first things that pop up there, those [...0.5s] are in order [...0.4s] of their search frequency. So you want to make sure men like scratching their backs better than women apparent.Yeah, [...0.6s] yeah yeah, so back scratcher for men, back scratcher, you know they're gonna pull up some similar results. [...1.2s]So just, yeah, actually that's fascinating because look down here, back scratcher, [...0.6s] like, that's showing me that not very many people are doing [...0.4s] back scratcher. They're doing like this one. Mm, hmm yeah and we want to make sure that where you are, [...0.4s] our listing is [...0.4s] optimized for all those.We can talk about understanding which search careers are leaked to the most amount of purchases, of course. And I see some mean options there. Look, people have nice boxes, [...0.5s] nice product packaging is always interesting look.Someone's got a back [...0.7s] being scratched there, as I've mentioned as well, which is a pattern interrupt, right? All of these have like, [...0.8s] I mean these guys are the same.
Oh, they're all sponsored up here.Okay, yeah of course Amazon is a pay to play [...1.4s] kind of a game now, right? So it's like [...0.5s] you're looking at a headlock, you know that banner at the top followed by four PPC placements before we get to the first organic placement, which is so funny because the position No. 1 is also the main advertiser there for position No. 1. So [...0.6s] and they're doing that on purpose, right? To turn it, [...0.8s] of course.And at the same time, that person and the person this copy shop should be aware of the search Creed performance report and understand for every keyword what is your market share percentage and how much you're spending on that keyword.So sometimes there's [...1.0s] now this guy's got selling 10,000, you know they got 8,000 reviews. They probably know what they're doing.And at the same time, there can be [...1.2s] a real deep dive analysis that one can do. We know how to do in an easy way to understand what's your market share percentage. So sometimes you can actually cut the spent.Now look at that guy for 3. 9, 9, that's as bare bones as it gets.
There's a lot of bad listings here. The price point is very cheap though.Yeah, [...0.8s] so I'm kind of fascinated by the fact that the top seller is only 10 bucks. And it just comes with some different heads that you can connect [...0.6s] those dots box well at a nice box. I think it's fascinating when you when you talk about that patterning rep.I was on the phone with somebody else, and they said [...0.8s] what I did was just start making my stuff go, you know top, like, like left to right down sloping, [...0.4s] and everybody else was going the other direction.So I just, here you go, that's a good one, a pattern, that's a good one that's a good one and then, you know Amazon has their own a B testing tool as well.I would just say that, but there's other tools out there like Intel Levee or Pick Food or these different things where you can upload multiple variations.Jungle Ace is a tool that's very cool that we like as well. That will create PPC campaigns and change out your main image, and let you know what's your click through rate, what's your conversion rate.Testing all these things, right, price sig, testing pricing, testing titles, [...0.6s] your image stack.
So not gonna lie, I think I'm buying myself a back another back scratcher. [...1.2s]They've done a pretty good job of looping me in here. Any other things that you would tell your friend as he looks at this page? [...1.4s] You know be aware of what [...2.1s] your margins are, [...0.4s] the, aware of the price points, be aware of the fees, and what sort of search fall, you know what sort of [...1.3s] keyboards you're gonna really have to go after to truly win in the category. [...1.6s]Yeah, yeah, and when the price point is to slow, [...0.4s] maybe already selling it back scratcher.But [...0.6s] I usually want to target some things that are a little more expensive beyond 10 bucks because [...0.6s] the margins get a little tight. You're probably not going to get products cheaper than [...0.4s] the factory in China that's producing them either.
So [...1.2s] being aware of that [...1.0s] interesting premium, yeah, even, oh, that's fascinating, [...0.6s] they didn't even that's such a low volume keyword that they didn't even give me any spots or stuff. That's very funny. [...1.1s]Interesting. [...1.4s] All right. So yeah, so, yeah, a lot of things that we mentioned there, people are trying out [...0.9s] everything and [...1.4s] always be testing always be testing always be testing so [...0.4s] tell me, what's another common thing that you've seen Amazon sellers in their first couple of years?They're like just running up against this brick wall and not [...1.0s] understanding, you know oh, I should have, like you said, main image.You were kind of going through the product detail page and that's what we spent all that time on was like, here's, here's how we do a pattern interrupt on the main image.
And you mentioned several other amazing nuggets [...0.4s] about how to analyze that first page and see that traffic. Any other [...0.8s] advice you'd give around product detail pages? [...2.3s]Yeah, there's a lot of cool things in AI so powerful these days really, that, [...0.8s] you know a person can use different [...0.5s] AI tools to literally download the reviews of every single main competitor [...0.4s] and analyze [...0.9s] why they bought it [...0.4s] for who they bought it, when they bought it was at the seasonal and what they didn't like about it or what they loved about it.One should take that [...0.9s] and then we've built out, you know like our own custom GPT or we really love Claude as well. It's copyrighting. It's fantastic [...0.6s] combining that with different tools. Data Dive is another one to help you just make sure that your listing is fully SEO optimized.But then plugging in those main callouts from reviews of real people [...0.5s] of who they bought it, why, what they love, what they hate about it [...0.4s] and incorporate that enter image.And I also believe people don't even really read anymore in terms of bullet points and descriptions, product descriptions are just [...0.9s] important, but mainly for the keyword component, calling out those main value ads in your main image stack in showing [...0.4s] your main customer Avatar, using it as described in the reviews.
You want to [...0.7s] design your listening to speak [...1.0s] directly to your customer Avatar. You don't have to guess who that is. Use these tools, download those reviews, analyze them, [...0.4s] and incorporate that into your listing.So let's say that I've been selling this thing, and I'm like, I don't really know who's buying this. Like, I, I know [...0.4s] they're buying it because I'm selling several thousand a month. But, but I don't I don't know who's buying it. How would I even begin to understand that? Yeah, there's a lot of, you know a name and a lot of different tools out there.I've got [...1.0s] a lot of tools in a toolbox and [...0.8s] Seller Sprite [...0.7s] is like [...0.6s] the Jungle Scow or the Helium 10 or whatever of from China. It's crazy.Okay, most people don't even know about it here. It's phenomenal, and you can use that tool to download the reviews of every single [...0.9s] main competitor that you have, including your own.And then run that through and analyze an AI tool, oh, to find out, like, let the AI tool tell you based on all these reviews and all my competitors reviews, who's my Avatar, give them a name, tell the give them an age, yeah, and check this out little nugget we've been working on is [...0.5s] take, get that customer Avatar, get the product, all of the images from the reviews, and then [...1.2s] asked.
I told I love to use clods specifically ask it to make a creative brief [...0.7s] for this customer Avatar with their pain points, everything.You can get it to create your [...0.8s] listing, your color scheme, which types of fonts, typography, colors you should use, how to incorporate that customer Avatar in the listings, and you can literally get to sit to pump out fading. Image 1 should be this, image 2 should be this, image 3 should be that.There's also a guy named Robert Chill Donny who was like the master of sales. And he has [...0.5s] different [...0.6s] sales principles of scarcity, of reciprocity, [...0.6s] of, [...0.5s] you know people love to buy things as well that so many other people sport. They want to be part of [...0.8s] the group, right? The club the club right.So [...0.7s] figuring out how to even incorporate some of these different sales principles, interestingly, we want to be good. It's like the psychology of sales, right?
I say to people sometimes when people are looking at your custom Avatar is looking at your listening, you almost want them to be nodding their head, [...0.8s] suddenly, you like, ah, that, this is for me this is for me that's just what I was looking, this is this is just what I was looking for it's just what I was looking for oh, okay yeah and when you have a listing that [...0.4s] speaks directly [...0.6s] to the hope streams and fears of your customer Avatar specifically, you will have a listing that converts at a higher rate than the market.And when you have a listing that converts it a higher rate than the market, everything else goes better.And PPC [...0.5s] is harder today than ever and more expensive than ever, and that too will benefit greatly because each click that you're spending [...0.6s] money is that much more effective is that much more effective mmm, I love it I love it okay, we've got a couple final questions for episode here.If you could call [...1.0s] Ken the waiter, [...0.8s] and Ken the waiter is just googled [...0.4s] how to make money online. He's just got into YouTube, he's, he's [...0.4s] beginning this journey.
If you could make a phone call back to him, I hand you a cell phone, and, and, you know guy picks it up and he says, oh yeah, this is Ken.And you're like, [...0.5s] Ken, this is you [...0.6s] in the future, [...0.7s] yeah, what word of advice would you give Ken then? And we're gonna assume that he's mature enough to actually receive that advice and, like, lean into it. What word of advice would you give him? [...1.5s]Well, I got it in a great time, right? So I would say double down, [...1.1s] but [...0.8s] you know what I what I spoke to earlier, it's like get out of any side hustle [...0.5s] mentality [...0.7s] become.It's easy for people to be a professional when they work for someone else. It seems to be harder for most people to be a professional [...0.6s] and hold their own cells fully accountable right now.
That's a process of develop. It's a muscle to exercise.So it's not I've spoken a lot about the fundamentals of how I see Amazon, but beyond that, [...0.8s] really growing in the greater entrepreneurial skills that are timeless of understanding [...0.9s] the principles of business [...0.4s] in a way of, [...0.9s] and studying that [...0.5s] and embodying that, living that and living a life in a way that, that [...0.6s] everything [...1.4s] feeds into, [...0.4s] into that in a way.And [...0.8s] certainly if I go back in time, [...1.3s] well, I, you know certainly could have been a whole lot more wealthy. But [...1.2s] yeah, yeah you know this game when I got in, I mean it was amateur hour, right? There was so the [...0.4s] sort of the Chinese competition [...0.4s] had not moved into Amazon yet.And so the game is getting harder [...0.6s] and that just means to step it up in bigger and bigger ways and [...0.8s] truly turn every stone and study the game deeply. [...1.3s]Love it yeah, love it. All right, as we wrap out this episode, [...0.4s] any [...0.5s] tips, tricks, hacks or books you found that have helped you grow your business that you'd like to share with the audience? [...1.8s]
There can be so many things. We have 70 people now as they mentioned in like a dozen countries.And so for me, it's about taking [...1.7s] what you guys would call your mental capital [...0.5s] and how to build a team around that that supports it, right? Because if you are the bottleneck of your business, your business simply will always be capped.So understanding how to build systems and processes and to take your knowledge [...0.6s] and to turn it into a living breathing business [...1.0s] that has no cap on it is really the name of the game.And then [...0.4s] as well, [...0.5s] guys, everyone wants to make, you know a ton of money and things like that. And [...0.5s] people are in different phases of that in their own development.Mm, hmm and [...0.5s] never forget [...0.7s] why you wanted to be an entrepreneur. It's about freedom. It's about living the life you wanted [...0.8s] to live, your dream life, right?And so remembering that and so many people end up becoming a slave to their business and [...0.5s] they're not happy. They may have a million bucks, but trust me, that's not that's not the end goal, [...0.5s] right?So [...0.5s] tell me [...1.0s] if I'm if I'm if I'm in that spot where I've made myself a slave to my business, any books that you would recommend?
Yeah, [...0.6s] I yeah, 4 hour Work Week is a classic [...0.6s] that I and all of my most successful Washington reference have certainly read. And it very clearly says, [...0.5s] do not be the bottleneck there buses.Instead [...0.9s] almost be more like [...1.0s] the [...0.6s] police officer in a way that is making sure everyone is observing [...0.6s] the rules of the road in a way.And you put [...0.4s] in different pieces of the puzzle [...0.5s] for me myself, and we develop full departments of everything of just our PC management, supply chain management, conversion rate optimization, [...0.4s] you are brand managers that hold it all together.Now there's [...0.7s] different levels of growth of your business where you need, [...0.7s] you know one step at a time one step at a time right. But four hour work week in Tim Ferris [...1.7s] really changed my life.
And [...0.8s] freaking cool dude, he's a cool dude in many ways, so [...1.2s] be my best advice for sure.I love it I love it thank you so much for joining us on this episode. How [...0.6s] can it? If our audience wants to get in touch with you, what's the best way to get in touch? Yeah, please check out Full Circle Agency com [...0.4s] where [...0.4s] you can learn more about our business.My core business is really done for you Amazon, where we [...1.2s] literally provide a better level value of service, turn key service for people's businesses [...0.9s] cheaper than they can do it in house themselves is my goal.We don't do any long term contracts or anything. We just got to prove what we do, [...0.6s] but that's really, you know for seven figure businesses and above.So if you're smaller than that as well, no problem. We also have a [...0.7s] phenomenal placement program where we can to place [...0.4s] a person in your business with years of experience that knows how to wear many hats and help unplug you from your business while it grows, which is the dream, of course, [...0.6s] love it.
Well, it sounds like you've got some amazing offerings and I appreciate you being on the show. What's the best way to get in touch?Yeah, full Circle agency. Com. You can book a call with me directly there. And I wish everyone the best on there, [...0.8s] Amazon journey, their entrepreneurial journey, and, [...1.1s] yeah, look forward to talking you soon.All right, well that's it for this episode of monetizing Your Mental Capital. I'm your hostable Christianson and super excited that we had Ken Freeman here today to [...0.7s] dig in on the Amazon world and specifically the secret weapon of your product detail page. All right. Thank you guys. [...24.4s]
Also, well, [...0.4s] well, I'm really grateful to be here, man.And [...0.7s] the reason that Amazon seller would be interested in listening to this is [...1.2s] I've been on a 10 year journey of selling on Amazon.That's included [...1.1s] dropping out of school and starting a little bootstrap business from scratch to, [...0.5s] you know, a multiple seven figure exit of that brand which was life changing for me, [...0.7s] to getting into brave management [...0.6s] on the Amazon side of things for some of the absolute biggest brands in the world like Ridge wallets at Hex clad and […0.8s]
BK Beauty and obvious a bunch of those.And I've also acquired a brand for seven figures as well, [...0.6s] sold a brand, bought a brand and ran hundreds of millions of dollars worth of amps on businesses and built a team of 70 people [...0.6s] in 12 different countries around the world to help me do that.Hey, that sounds like you've been around the block a few times. A little bit [...1.0s] once.The first time you can remember monetizing your mental capital? [...1.4s] Well, [...1.9s] you know, a fire was lit under me to become an entrepreneur [...1.1s] when I dropped at a school and I was a waiter for many years [...0.7s] and I met a girl [...1.0s] who had a real job [...0.8s] and I had a master's degree and I said, oh man, I need to catch up. And I knew that was not going to be by climbing the corporate ladder.And so I literally googled [...0.7s] or searched on YouTube how to make money on the internet, [...0.6s] how to make money on the internet.So you found the gurus.
Oh yeah, we've [...0.9s] gone through many dark avenues trying to [...0.5s] figure that out. But, you know I mean, it's so funny looking back at the infancy because, you know, I was rummaging through thrift stores and stuff like that. [...1.5s] But really, you know, starting first drop shipping. So many people get into ecommerce.Two, drop shipping first, because the [...0.4s] barrier tentry is so low. And I remember posting [...0.7s] a bunch of products [...0.5s] on eBay [...0.4s] and on eBay back in the day when you made a sale, it makes your phone Cha ching.And the first time my phone Cha ching, [...1.2s] I felt like the richest man in the world. And I just knew I had to scale. [...1.8s]
I just gotta make that thing cheching 100,000 times a month and we're good.Yeah, my wife made me turn it off eventually for sure. I got it. I got addicted to that thing, so you, not this girl, wait, hold up, did you did you?So you were a waiter, [...0.4s] she had a real job at a master's degree [...0.9s] man. She had a lot of faith because you, you stopped doing the waiter thing and started trying to figure out how to make money online. There's a process, yeah I mean, it was a, you know, a multi year process of, and [...0.4s] now she's your wife, is that accurate or she can marry someone?My wife, she's my wife, okay, with two kids and we, okay, so I gotta ask though, [...0.6s] did she marry you before or after you started? Like, is this?Well, before, I was just, [...0.9s] I mean, I was just waiting tables and [...0.4s] chilling all day, taking it real.
These buried you while you were waiting tables. Yeah, [...0.6s] my joke is she, she bought my stock very low, [...0.5s] and she bought my stock very low.Yeah, oh my gosh, that's amazing that talk about some faith, like, my hat's off to her and off to [...0.6s] many spouses.And I think my spouse falls into this category as well. There were many of my deficiencies that she chose to ignore, [...0.6s] which is why we actually did get married. And, you know, now [...0.5s] we've been in it for 13, 14 years, and, [...0.6s] you know, we're chugging away, and [...1.2s] it's been 12, I can count.Yeah, all right, don't let Hurto that. I didn't know that number right off the bat. Yeah, [...0.6s] but, [...0.9s] yeah, a lot's changed, and a lot's grown. So hats off to your wife for buying your stock low, and, [...0.5s] you know, recognizing that you were gonna make it. […1.4s]
Okay, so imagine you're in a coffee shop, and you step into that coffee shop, and you're there with an old friend from high school, so this is someone that you [...0.8s] respect.So when you haven't talked to in a really long time, they have no idea what you've been in, you have no idea what they've been in. And you start chatting. And, and they're like, yeah, I think I'm this close to quitting my day job [...0.5s] to do [...0.4s] Amazon full time.I've got these products that are doing, you know, doing decently [...0.8s] and I'm in my first, you know, year. I'm just trying to figure this out [...0.8s] for realsies.Yeah. And you obviously get it, you're like, well, did you know that I've sold more than$100 billion in stuff on Amazon before? And he was like, what? Like no way.
So like [...0.4s] this is the conversation that's happening, right? So he then turns to you and says, [...0.5s] well, how can you help me? Like, are you good at product listings? Are you good optimization, scaling advertising reviews? Like, do you help other Amazon sellers? Like what, [...0.8s] you know what would that be like? [...1.3s]Yeah there's so many ways that we can look at that, right? But, you know I would say, [...1.0s] you know the level of competition on Amazon is deeper today than ever.And so first of all, just getting out of any side hustle mentality, [...0.7s] right? Like you gotta [...0.7s] be in it to win it be in it to win it right? And so you have to approach it [...0.6s] as professional as possible and turn every stone.Now [...0.5s] I would say [...0.5s] that the foundation fundamentals of crushing our names and all comes down to creating [...0.6s] the most highly converting listing possible.Okay. So your, [...0.8s] you know product detail page is like your real estate [...0.6s] right now. If we're on page 3 and 4, [...0.4s] that's not the best part of town to be in, right?
So we gotta do everything that we can to renovate, [...0.7s] renew what we have on Amazon.I was at a product detail page to ensure [...0.6s] that our, [...0.4s] you know our [...0.5s] home here, [...0.6s] this little metaphor is bright and shiny and everyone wants to buy it, right? So your main image is by far the most important thing, right? People are not physically looking at your product, picking up and touching it.So first we've got to stop the scroll [...0.4s] by having [...0.8s] a main image that sort of breaks the pattern a pattern interrupter.So let's, let's talk about that main image, right? So, [...1.4s] and I love, [...0.9s]
I usually choose something random on my desk. So we're gonna go with this back scratcher. We're gonna imagine that this back scratcher is one of my products that's doing decent, but I'm confident that there's, I know I'm not getting [...0.6s] enough of the bybox. I know I'm not getting, [...0.9s] you know as many sales as I could be [...1.1s] for where this is.So if I'm if I'm working on a main image for this back scratcher [...0.9s] and I want to do a pattern interrupt, what does that look like?Okay, well, first of all, I see that the handle there is blue. Maybe you have multiple other variations that are different colors.Now Amazon is very clear in some of their rules about what we can cannot do in a main image, but nevertheless bend the rules as much as possible.
And you'll see many other people do that as well. So I see [...0.6s] maybe you were a hand model in your past life.You got a nice hand there, maybe there's a hand [...0.9s] holding it up some sort, right? So we're adding a little extra detail in there, maybe we have [...0.5s] sort of rainbow colors or whatever. We have the multiple other versions that could be bought, that could be off to the side of it. Maybe there's a back being scratched [...0.7s] perhaps in the image as well, right?So [...0.6s] okay okay, [...0.7s] you know [...0.5s] that. So some of that could be against the main rules of Amazon necessarily. But [...0.4s] one should experiment with every single [...0.4s] way that they could do that.So and by experimenting, I'm uploading and there turning down images and allow, you know or allowing images through or whatever. [...1.1s] My next question that is [...0.6s] if I'm trying to interrupt a pattern, how do I discover what the pattern is?
Do I go search back scratcher and see what all the images look like? Certainly, back scratcher is probably your main keyword by far, you know Amazon is a bottom of funnel [...0.5s] marketplace where people are making search queries.So you need to know every single search query that's leading to a purchase for that type of product.Search forward and see [...0.6s] whatever, what else is doing, right? And then consider doing something else and then [...0.5s] make multiple iterations of that main image, some of which I've just described [...0.4s] different angles, different positions, different props, which, [...1.2s] like I said, bend to those rules. You're not going to get in trouble.
I would say where's case scenario, you just think it doesn't go through, where they take you down, right?Okay, so I'm, I'm putting this on the spot here, [...0.9s] and maybe, you know since we're in that coffee shop, [...0.4s] you know the guys, like, hold on a second, he flips up at his laptop and he puts in backscratcher, [...0.4s] and he's like, [...0.5s] I may see we're in the book category though.Oh, okay, yes, I gotta not be in the book category. Here we go let's [...0.7s] go to the home page there on Amazon, [...0.5s] play nicely with me. [...1.9s] Okay, here we go here we go yeah, book category would not have [...0.6s] gone well there. Oh, back scratcher. So that's, [...0.5s] oh, and I spelled it wrong.Any feedback you'd give me, as I'm [...0.5s] like, which you should be aware of all the ways that your product could be misspelled as well, right?
Oh, although Amazon's very good indexing, see, and then by the way, the first things that pop up there, those [...0.5s] are in order [...0.4s] of their search frequency. So you want to make sure men like scratching their backs better than women apparent.Yeah, [...0.6s] yeah yeah, so back scratcher for men, back scratcher, you know they're gonna pull up some similar results. [...1.2s]So just, yeah, actually that's fascinating because look down here, back scratcher, [...0.6s] like, that's showing me that not very many people are doing [...0.4s] back scratcher. They're doing like this one. Mm, hmm yeah and we want to make sure that where you are, [...0.4s] our listing is [...0.4s] optimized for all those.We can talk about understanding which search careers are leaked to the most amount of purchases, of course. And I see some mean options there. Look, people have nice boxes, [...0.5s] nice product packaging is always interesting look.Someone's got a back [...0.7s] being scratched there, as I've mentioned as well, which is a pattern interrupt, right? All of these have like, [...0.8s] I mean these guys are the same.
Oh, they're all sponsored up here.Okay, yeah of course Amazon is a pay to play [...1.4s] kind of a game now, right? So it's like [...0.5s] you're looking at a headlock, you know that banner at the top followed by four PPC placements before we get to the first organic placement, which is so funny because the position No. 1 is also the main advertiser there for position No. 1. So [...0.6s] and they're doing that on purpose, right? To turn it, [...0.8s] of course.And at the same time, that person and the person this copy shop should be aware of the search Creed performance report and understand for every keyword what is your market share percentage and how much you're spending on that keyword.So sometimes there's [...1.0s] now this guy's got selling 10,000, you know they got 8,000 reviews. They probably know what they're doing.And at the same time, there can be [...1.2s] a real deep dive analysis that one can do. We know how to do in an easy way to understand what's your market share percentage. So sometimes you can actually cut the spent.Now look at that guy for 3. 9, 9, that's as bare bones as it gets.
There's a lot of bad listings here. The price point is very cheap though.Yeah, [...0.8s] so I'm kind of fascinated by the fact that the top seller is only 10 bucks. And it just comes with some different heads that you can connect [...0.6s] those dots box well at a nice box. I think it's fascinating when you when you talk about that patterning rep.I was on the phone with somebody else, and they said [...0.8s] what I did was just start making my stuff go, you know top, like, like left to right down sloping, [...0.4s] and everybody else was going the other direction.So I just, here you go, that's a good one, a pattern, that's a good one that's a good one and then, you know Amazon has their own a B testing tool as well.I would just say that, but there's other tools out there like Intel Levee or Pick Food or these different things where you can upload multiple variations.Jungle Ace is a tool that's very cool that we like as well. That will create PPC campaigns and change out your main image, and let you know what's your click through rate, what's your conversion rate.Testing all these things, right, price sig, testing pricing, testing titles, [...0.6s] your image stack.
So not gonna lie, I think I'm buying myself a back another back scratcher. [...1.2s]They've done a pretty good job of looping me in here. Any other things that you would tell your friend as he looks at this page? [...1.4s] You know be aware of what [...2.1s] your margins are, [...0.4s] the, aware of the price points, be aware of the fees, and what sort of search fall, you know what sort of [...1.3s] keyboards you're gonna really have to go after to truly win in the category. [...1.6s]Yeah, yeah, and when the price point is to slow, [...0.4s] maybe already selling it back scratcher.But [...0.6s] I usually want to target some things that are a little more expensive beyond 10 bucks because [...0.6s] the margins get a little tight. You're probably not going to get products cheaper than [...0.4s] the factory in China that's producing them either.
So [...1.2s] being aware of that [...1.0s] interesting premium, yeah, even, oh, that's fascinating, [...0.6s] they didn't even that's such a low volume keyword that they didn't even give me any spots or stuff. That's very funny. [...1.1s]Interesting. [...1.4s] All right. So yeah, so, yeah, a lot of things that we mentioned there, people are trying out [...0.9s] everything and [...1.4s] always be testing always be testing always be testing so [...0.4s] tell me, what's another common thing that you've seen Amazon sellers in their first couple of years?They're like just running up against this brick wall and not [...1.0s] understanding, you know oh, I should have, like you said, main image.You were kind of going through the product detail page and that's what we spent all that time on was like, here's, here's how we do a pattern interrupt on the main image.
And you mentioned several other amazing nuggets [...0.4s] about how to analyze that first page and see that traffic. Any other [...0.8s] advice you'd give around product detail pages? [...2.3s]Yeah, there's a lot of cool things in AI so powerful these days really, that, [...0.8s] you know a person can use different [...0.5s] AI tools to literally download the reviews of every single main competitor [...0.4s] and analyze [...0.9s] why they bought it [...0.4s] for who they bought it, when they bought it was at the seasonal and what they didn't like about it or what they loved about it.One should take that [...0.9s] and then we've built out, you know like our own custom GPT or we really love Claude as well. It's copyrighting. It's fantastic [...0.6s] combining that with different tools. Data Dive is another one to help you just make sure that your listing is fully SEO optimized.But then plugging in those main callouts from reviews of real people [...0.5s] of who they bought it, why, what they love, what they hate about it [...0.4s] and incorporate that enter image.And I also believe people don't even really read anymore in terms of bullet points and descriptions, product descriptions are just [...0.9s] important, but mainly for the keyword component, calling out those main value ads in your main image stack in showing [...0.4s] your main customer Avatar, using it as described in the reviews.
You want to [...0.7s] design your listening to speak [...1.0s] directly to your customer Avatar. You don't have to guess who that is. Use these tools, download those reviews, analyze them, [...0.4s] and incorporate that into your listing.So let's say that I've been selling this thing, and I'm like, I don't really know who's buying this. Like, I, I know [...0.4s] they're buying it because I'm selling several thousand a month. But, but I don't I don't know who's buying it. How would I even begin to understand that? Yeah, there's a lot of, you know a name and a lot of different tools out there.I've got [...1.0s] a lot of tools in a toolbox and [...0.8s] Seller Sprite [...0.7s] is like [...0.6s] the Jungle Scow or the Helium 10 or whatever of from China. It's crazy.Okay, most people don't even know about it here. It's phenomenal, and you can use that tool to download the reviews of every single [...0.9s] main competitor that you have, including your own.And then run that through and analyze an AI tool, oh, to find out, like, let the AI tool tell you based on all these reviews and all my competitors reviews, who's my Avatar, give them a name, tell the give them an age, yeah, and check this out little nugget we've been working on is [...0.5s] take, get that customer Avatar, get the product, all of the images from the reviews, and then [...1.2s] asked.
I told I love to use clods specifically ask it to make a creative brief [...0.7s] for this customer Avatar with their pain points, everything.You can get it to create your [...0.8s] listing, your color scheme, which types of fonts, typography, colors you should use, how to incorporate that customer Avatar in the listings, and you can literally get to sit to pump out fading. Image 1 should be this, image 2 should be this, image 3 should be that.There's also a guy named Robert Chill Donny who was like the master of sales. And he has [...0.5s] different [...0.6s] sales principles of scarcity, of reciprocity, [...0.6s] of, [...0.5s] you know people love to buy things as well that so many other people sport. They want to be part of [...0.8s] the group, right? The club the club right.So [...0.7s] figuring out how to even incorporate some of these different sales principles, interestingly, we want to be good. It's like the psychology of sales, right?
I say to people sometimes when people are looking at your custom Avatar is looking at your listening, you almost want them to be nodding their head, [...0.8s] suddenly, you like, ah, that, this is for me this is for me that's just what I was looking, this is this is just what I was looking for it's just what I was looking for oh, okay yeah and when you have a listing that [...0.4s] speaks directly [...0.6s] to the hope streams and fears of your customer Avatar specifically, you will have a listing that converts at a higher rate than the market.And when you have a listing that converts it a higher rate than the market, everything else goes better.And PPC [...0.5s] is harder today than ever and more expensive than ever, and that too will benefit greatly because each click that you're spending [...0.6s] money is that much more effective is that much more effective mmm, I love it I love it okay, we've got a couple final questions for episode here.If you could call [...1.0s] Ken the waiter, [...0.8s] and Ken the waiter is just googled [...0.4s] how to make money online. He's just got into YouTube, he's, he's [...0.4s] beginning this journey.
If you could make a phone call back to him, I hand you a cell phone, and, and, you know guy picks it up and he says, oh yeah, this is Ken.And you're like, [...0.5s] Ken, this is you [...0.6s] in the future, [...0.7s] yeah, what word of advice would you give Ken then? And we're gonna assume that he's mature enough to actually receive that advice and, like, lean into it. What word of advice would you give him? [...1.5s]Well, I got it in a great time, right? So I would say double down, [...1.1s] but [...0.8s] you know what I what I spoke to earlier, it's like get out of any side hustle [...0.5s] mentality [...0.7s] become.It's easy for people to be a professional when they work for someone else. It seems to be harder for most people to be a professional [...0.6s] and hold their own cells fully accountable right now.
That's a process of develop. It's a muscle to exercise.So it's not I've spoken a lot about the fundamentals of how I see Amazon, but beyond that, [...0.8s] really growing in the greater entrepreneurial skills that are timeless of understanding [...0.9s] the principles of business [...0.4s] in a way of, [...0.9s] and studying that [...0.5s] and embodying that, living that and living a life in a way that, that [...0.6s] everything [...1.4s] feeds into, [...0.4s] into that in a way.And [...0.8s] certainly if I go back in time, [...1.3s] well, I, you know certainly could have been a whole lot more wealthy. But [...1.2s] yeah, yeah you know this game when I got in, I mean it was amateur hour, right? There was so the [...0.4s] sort of the Chinese competition [...0.4s] had not moved into Amazon yet.And so the game is getting harder [...0.6s] and that just means to step it up in bigger and bigger ways and [...0.8s] truly turn every stone and study the game deeply. [...1.3s]Love it yeah, love it. All right, as we wrap out this episode, [...0.4s] any [...0.5s] tips, tricks, hacks or books you found that have helped you grow your business that you'd like to share with the audience? [...1.8s]
There can be so many things. We have 70 people now as they mentioned in like a dozen countries.And so for me, it's about taking [...1.7s] what you guys would call your mental capital [...0.5s] and how to build a team around that that supports it, right? Because if you are the bottleneck of your business, your business simply will always be capped.So understanding how to build systems and processes and to take your knowledge [...0.6s] and to turn it into a living breathing business [...1.0s] that has no cap on it is really the name of the game.And then [...0.4s] as well, [...0.5s] guys, everyone wants to make, you know a ton of money and things like that. And [...0.5s] people are in different phases of that in their own development.Mm, hmm and [...0.5s] never forget [...0.7s] why you wanted to be an entrepreneur. It's about freedom. It's about living the life you wanted [...0.8s] to live, your dream life, right?And so remembering that and so many people end up becoming a slave to their business and [...0.5s] they're not happy. They may have a million bucks, but trust me, that's not that's not the end goal, [...0.5s] right?So [...0.5s] tell me [...1.0s] if I'm if I'm if I'm in that spot where I've made myself a slave to my business, any books that you would recommend?
Yeah, [...0.6s] I yeah, 4 hour Work Week is a classic [...0.6s] that I and all of my most successful Washington reference have certainly read. And it very clearly says, [...0.5s] do not be the bottleneck there buses.Instead [...0.9s] almost be more like [...1.0s] the [...0.6s] police officer in a way that is making sure everyone is observing [...0.6s] the rules of the road in a way.And you put [...0.4s] in different pieces of the puzzle [...0.5s] for me myself, and we develop full departments of everything of just our PC management, supply chain management, conversion rate optimization, [...0.4s] you are brand managers that hold it all together.Now there's [...0.7s] different levels of growth of your business where you need, [...0.7s] you know one step at a time one step at a time right. But four hour work week in Tim Ferris [...1.7s] really changed my life.
And [...0.8s] freaking cool dude, he's a cool dude in many ways, so [...1.2s] be my best advice for sure.I love it I love it thank you so much for joining us on this episode. How [...0.6s] can it? If our audience wants to get in touch with you, what's the best way to get in touch? Yeah, please check out Full Circle Agency com [...0.4s] where [...0.4s] you can learn more about our business.My core business is really done for you Amazon, where we [...1.2s] literally provide a better level value of service, turn key service for people's businesses [...0.9s] cheaper than they can do it in house themselves is my goal.We don't do any long term contracts or anything. We just got to prove what we do, [...0.6s] but that's really, you know for seven figure businesses and above.So if you're smaller than that as well, no problem. We also have a [...0.7s] phenomenal placement program where we can to place [...0.4s] a person in your business with years of experience that knows how to wear many hats and help unplug you from your business while it grows, which is the dream, of course, [...0.6s] love it.
Well, it sounds like you've got some amazing offerings and I appreciate you being on the show. What's the best way to get in touch?Yeah, full Circle agency. Com. You can book a call with me directly there. And I wish everyone the best on there, [...0.8s] Amazon journey, their entrepreneurial journey, and, [...1.1s] yeah, look forward to talking you soon.All right, well that's it for this episode of monetizing Your Mental Capital. I'm your hostable Christianson and super excited that we had Ken Freeman here today to [...0.7s] dig in on the Amazon world and specifically the secret weapon of your product detail page. All right. Thank you guys. [...24.4s]
