Shownotes
Heather has some spunk and gets right to the point. You need to be marketing your business all the time! You need more than a presence and she gives you the tips to get more than started. He techniques are “old school” and she believes that is what can separate you in this crowded information age. She lays out a plan to get you started right for 2018.
Mentioned:
Heather’s Website for more information: Heatherhavenwood.com
Heather’s Podcast: “The Win“
Sponsors:
Gaye’s Million Dollar Arbitrage List
Transcript: (note- this is a new tool I am trying out so it is not perfect- it does seem to be getting better)
Stephen: [00:00] When I think my sponsor today they really make the show happen. I just couldn’t do it without them. You know Siller labs in scope you’ve heard me talk about it a ton of times because I’ve used them so many times. The beauty is you know you have a product you want to put the right keywords because it’s all about keywords right when you know that the key word is what people are searching for right. When you’re thinking of buying barbecue gloves what do you put in there that’s what you want to figure out what are people searching for. Well school allows you to do that because you get to see the number one number two number three seller in that category in that group that are similar products you get to see what their words are. Well that’s the key. There’s no reinventing the wheel here.
Stephen: [00:40] You’re going to take advantage of this information that’s available that scope presents for you. Tool was very inexpensive. They’re going to give you a couple of free keywords you got to give it a shot. So labs dot com solar labs dot com forward slash school use the code momentum to save 50 bucks say 50 bucks. Give it a shot. Give it a trial. Get some free keywords and see what you can do. Remember I also use it on my wholesale accounts or if you do bundles even better because you could take the keywords for each of those products in the bundle. Figure out the best and put it together several labs dot com forward slash scope use the code word momentum when it say thank you to Karen Larcker from solutions for e-commerce prepaid and a great account manager.
Stephen: [01:26] Yes you’ve heard me say a bunch of times but I mean it because our Q4 was spectacular because of all the variations for a particular line we had that Karen entered. Seventy eight of them I believe and now I’m adding a bunch more because we’re not done. I mean it’s Tom a year going to sell right into January February and March. So she’s getting ready to add a bunch more. That’s the power of having that team member. That team works overnight. Quite frankly they work different hours than I do. She sends a file she’s XTI fill in these particular fields shoot it back to me and boom they get it done and you get it and fast and it just as allowed us to grow. It’s that silent team member that don’t call of sick they just handle things solutions.
Stephen: [02:08] The number for e-commerce dot com slash momentum’s going to save you 50 bucks and she’s going to do that all important inventory Health Report. She only does that for my listeners only through this deal. You’re going to save 50 bucks and you’re going to get that inventory Health Report solutions for e-commerce dot com slash momentum. Get ready for them too. Here now is the time. Very excited. Hill coming up pretty soon and she’s going to talk to you of why it’s so important to get ready for 2018. Hey Gala’s B’s group. That was awesome this quarter and I can’t believe the stuff that was posted in there I saw so many people have so much access and credit her group with having incredible success. Yes it’s still close. However they’re letting you get in through my link on only my link.
Stephen: [02:55] And so I have a link out on this episode that will allow you to click through and get on the waiting list and guess what you’ll get right in. So it’s a special list. The other thing which is cool is there’s so many people learning because gays a teacher was a teacher still a teacher in this world now and we’re very lucky to have her. And so gateless group it’s awesome awesome group. Send her a note that I sent you. And you’re going to get in and it’s just going to set you up for real success for 2018. I don’t want to miss Go Daddy because they’ve been so good to me. I just so excited that they’re a sponsor of the show because I put so many domains through them and it’s so cool. So if you go to try go daddy dot com forward slash momentum.
Stephen: [03:35] You’re going to save 30 percent off your purchase eco daddy. I’m going I want to go back and do my purchases over because I’d like to save that 30 percent. Hello. But I am getting ready to buy a couple more domains again. When I see a big idea or if I’m bringing a brand new market I’m buying that domain. You’d be a fool not to so try go daddy dot com forward slash momentum save 30 percent. Awesome. And finally today grasshopper the grasshopper is the app you put on your phone so you can run your business from your current cell phone. Don’t add a second cell phone appear larger when it’s put a low call vanity number if you want or a local 800 number to make you appear a little larger on what you are.
Stephen: [04:14] Had the phone forwarded to your current cell phone how it forwarded to voicemail habit forwarded to your reps work in other countries for your UVAs. You have all those options and it’s just try grasshopper dot com forward slash momenta and you’re going to save 50 bucks. Try grasshopper dot com slash momentum.
Cool voice guy: [04:34] Welcome to the e-commerce board will focus on the Beebo the products and the process of e-commerce selling your host Steve Peters and welcome back to the e-commerce supplement and podcast.
Stephen: [04:50] This is episode 265 Heather haven would h to H. That’s what we came up with that moniker in there. We’re going to stick with their lot of energy. Lot of energy. But man she can deliver what’s very cool is and we get a little bit in her story but I mean she’s brought a product from zero to one and a half million in like 12 months 18 months by launching on an Amazon launching individually. Back then it was good commerce and really it’s about driving traffic. And I think that that’s the thing that I want you to listen to in here. There’s a couple really cold ideas that she drops. She gives you techniques but her catalog idea. It blows my mind. First off the reference when you think of Amazon or you think of eBay or you think just use it thinking of a catalog and you use the example on an airplane.
Stephen: [05:39] Right. Looking at that catalog the sky mall it’s a perfect visual example. That’s what Amazon is right. And that makes perfect sense. And it’s the world’s biggest and most current. But how do you stand out in there. So that’s where she starts with and takes you through that but then her idea about once you have that customer sold trying to win them over as your customer. In a way that doesn’t violate terms I mean I want to violate terms of service and very worried about that. Staying within that framework and then to market to them is a very genius idea. And then once you have a customer and they bought from you selling them somebody else’s product. There’s nothing wrong with that and it’s like oh that’s when the light bulb went on for me and it’s like oh you have friends that sell complimentary products could you work together to sell them. Steve’s product in addition to your product right.
Stephen: [06:30] And if you do I will pay you a fee a percentage aside. Ha I think that’s an eye opener for me in this interview and I think she really really smart lady really did a great job and I think there’s a lot here.
Stephen: [06:42] Let’s get into the podcast.
Stephen: [06:45] All right. Welcome back to the e-commerce I’m in a podcast very excited about today’s guest because she is going to give us the answer. I’ve been looking for the answer we all been looking for the answer for so long and well it’s not all just sizzle there’s some stake here. How about Heather haven would welcome Heather.
Heather: [07:05] Thank you. That was pretty good some says a little bit of a Texas forever. For some reason I had to go there. I don’t know what to say.
Heather: [07:12] I always tell my clients you know Ruth Chris works at a steakhouse never love it. Always. All right so that’s perfect thank you.
Stephen: [07:19] I love it. We spent 2000 dollars on dinner there one night. Oh my God.
Heather: [07:23] There were only six of us. Will make all the sizzle. There’s 2000. Oh my God. I’ve got it. Pretty good sales right. Yeah it is good. But I’ve never been back. No
Stephen: [07:35] I’d have to pay for it myself. And I just I can’t go back and be like I don’t mean any more. But still I couldn’t do it. I just couldn’t do it though. OK. So you if you had to describe yourself what do you say. You know Heather you know I know you said sales but what would you say.
Heather: [07:54] You know honestly Stephen I’m a marketer. I come from the information marketing industry since 2001. I produce over 450 seminars my first line online was 0 5. I have a master’s degree in marketing in 2010 and my second million online was just this last year from 2015 to 2017 18 months to one point five. So I’m a marketer I drive things so it doesn’t matter what the thing is I just drive it. I’m a driver. If
Stephen: [08:20] you are selling sparkplugs or Lamborghini’s it wouldn’t matter right because the concept is the same.
Heather: [08:27] Yes like steaks Ruth Chris I mean it’s a cow. Come
Heather: [08:29] on cow. I mean what it’s like. But the physical the cow that you get a cow in my head no it’s you’re right. It’s a cash cow.
Stephen: [08:39] Why can they charge 2000 dollars for a dinner vs..
Heather: [08:43] Well I don’t know if that answer really quick. Well I don’t know if Burger King sold this Burger King sells me like beef because it might be the sizzle and Ruth Chris.
Heather: [08:51] I use that example the times it’s funny you said that the sizzling with Chris is about if you watch the commercials.
Heather: [08:56] It’s more about the ambience of your family and the memories that you’re making together.
Heather: [09:02] It’s all about that as I am about the cow now.
Heather: [09:05] The bottom line is you’re going to create together as a family. Romantic yeah whatever.
Heather: [09:10] That’s the sizzle. You never sell all the steak you always sell. This
Stephen: [09:14] is all we sell the sizzle. So does that mean. So you know most of my listeners are preinterview we talked about this are mostly Amazon sellers or eBay sellers right. And they’re selling and they’re having success. They want more success there but they’re scared to death right. They’re scared to death because they’re playing on someone else’s platform right somebody else owns the field when they change the players anytime they want and they do. You know for various reasons political whatever. Right. Think of the Googles that everybody who is selling with Google and then they change their algorithm right. And then you know their whole world collapse. I’ve had a ton of people on that have said that same thing happened. So they’re scared to death that that’s going to happen. Can they can get sisal when they don’t own the platform.
Heather: [10:01] They can’t they can’t I mean it’s they’re dealing with. Look here’s a deal. Amazon eBay. It’s the. Their catalog sites. So let’s let’s go look first of all I’m a response marketer. Let’s go back in the day. This is pre internet people pre Facebook old all day.
Heather: [10:16] You’re not that old.
Heather: [10:17] Yes go back to Star Wars days. OK so 2001 which is not that far away. But let’s just go back to remember when used to. I did. When you traveled in a plane and you’d have that big sky mall. You know the catalog Yeah. OK. So that’s the new that’s the Amazon. I mean that’s what’s Amazon’s replace that. And so what did they do. Right. First as a captive audience because they’re sitting there for two three hours four hours. But also it’s all about the copy. It’s all about what that thing makes them feel like. I mean the day this is back in 2001 through 2000 at least six or seven I stopped it and you can’t make a phone call. They can’t even get you to purchase it right then. But that was a multimillion dollar business. The point is is that it’s a catalog and you have to think of like a direct response marketer where you are competing in a catalog environment.
Stephen: [11:08] OK. So pictures writers communication copying. It’s the sizzle. You’re back to the sizzle again.
Heather: [11:16] It’s that thing that says hey here’s why you need to buy this Steve you need a cow.
Stephen: [11:22] I remember some of the crazy things that you would see and that was always the thing that took me away that magazine because I’d be like what somebody sells and somebody actually buys it.
Heather: [11:31] Yeah I mean yeah for years and years and years I mean every single major. Well all of them I mean I don’t remember really even one company that didn’t get it. Here’s what’s interesting about it. Think about this for a second. Back in the day Delta American and United and Continental when they were there. Why did they had those magazines. They were big affiliates. It was the super affiliate. Right. Because they all got like they got kickbacks so they knew by the phone number they knew by the tracking which company which airline basically sourced from this is old school affiliate. OK. So they knew and the companies got kickbacks.
Stephen: [12:06] I love it. So this is really really the exact example of today other than it being digital it really is. It’s
Stephen: [12:13] a perfect nucleus. It really is. But what you do now is is that they tested everything in that catalog. You know they knew what buyers Delta American versus United versus whatever Southwest and knew what kind of buyers they would tell the different buyer the sophisticated seller.
Stephen: [12:28] Yes do you.
Heather: [12:30] Yeah absolutely. They did different price points different. So here’s let me give you what I did in 2015 which is you know coming to age right is I sound old you some very old.
Heather: [12:41] That’s so horrible. Now I think I’m going to hang.
Heather: [12:47] I was I was on Facebook in 2007. It’s crazy. So yeah.
Stephen: [12:53] The good news is as I do come from old school so I know what it’s like to go from school to school and back and forth and I think it’s one of the advantages I have because you can still have that old process and understand what it really is. What happens is people go online and they get online marketing it’s not online is just a medium of direct response. And if you don’t see it that way you’re gonna get collapsed into oh my gosh I only have an Amazon store. If you look at it from a legion perspective and understand how customers buy and why they buy the new look from a...