Shownotes
I love how Karon has some “Carved in Stone” absolutes that we all should follow when selling on any of the channels. Their are slight differences almost secret nuance for each but the basics still matter.
Mentioned:
Marketing Words – Karon’s contact is also included
Amazon Advantage: Product Listing Strategies to Boost Your Sales (Ebook) Use Discount code: Amz20
Review Advantage: Email Strategies for Getting Amazon Product Reviews (Legally!) Use Discount code: Review10
Amazon Product Description Boot Camp (Video Course) Use Discount code: Boot20
Sponsors:
Gaye’s Million Dollar Arbitrage List
Transcript: (note- this is a new tool I am trying out so it is not perfect)
Stephen: [00:00:00] It just want to jump in and mention my sponsors doing them all in the front. So I hope people appreciate that that’s kind of a new thing that’s been going out in the podcast world and this episode is such a great episode. I’m so excited. I really am. Gail is BS interview. I hope you listen to that number to 38 and it just blew me away because she is the real deal that arbitraged group she’s running is just rocking it. I’m in it and I’m watching just people just knocking it dead. And you know for$149 for you to be able to get in there. There is a free week that she’s giving if you go through my link and I have a link on this episode. But I mean to me that’s how you can build up this Q4 and if you even can’t get it get on the waiting list because she’s going to pull from there when somebody drops for whatever reason.
Stephen: [00:00:45] So get in there. Gail is BS. Million dollar arbitrage I have a link. And you’re also going to get that seven day free trial silver lab scope I can’t talk enough about it. I just got another note from somebody saying hey what I was able to do was go up and blah blah blah. That is so cool to me hearing those successes and hearing that you heard it through my show just makes me tingle because it’s like getting exposed to that stuff is how you figure it out right. Somebody else has somebody else smarter than me has figured it out. I’m just bringing you the information it’s so neat to see and so scope’s going to let you really work on your private label wholesale and help you get the keywords right.
Stephen: [00:01:23] Ultimately that’s how you get the buybacks. You got to know what people were searching for. You put that in there you get that adjusted to know exactly what they’re searching for and boom you get found right being found on that page one. How do you do it by knowing the right keywords. How do you do that. Look at your competitors and use their keywords. That’s how you do it. And sculp allows you to do that.
Stephen: [00:01:43] It’s just a powerful thing. Solutions for e-commerce. Karen Lochore you’ve heard me talk a lot about her if you haven’t met her. You should. Smart lady who knows what she’s doing. I for example today had four items where I forgot what they called it flagged for quality. They were quality alerts. That’s what it was and turns out there’s an image issue and she’s like well yeah there’s Amazon’s now making a change it has to be 80 percent blah blah blah blah blah. I’m like I’ve lost interest already. Could you help me. And she’s like fixed. That’s the value of having an account manager. Right. Or when I get those calls Hey I’m calling about case number blah blah blah like that goes to my other person and that just happens to be my team member who happens to be Karen her team solutions for e-commerce com slash momentum.
Stephen: [00:02:29] Saves you 50 bucks. You’re going to say 50 bucks and she’s going to do an inventory health report for you. To me that’s how you know what inventory is healthy. Q4 you still can get some inventory out of this recording for free. You probably want to do it. So jump on and get with her. Tell her I sent you. So it’s solutions for e-commerce dot com slash momentum. Go Daddy is another sponsor. And I love what they’re doing because I’m domain order we’ve already acknowledged that I’ve got a problem and I just love the fact that I could save 30 percent finally because I never did so try go daddy dot com slash momentum and get your domain but also by that privacy. Look out there and one of the Facebook groups you’ll see somebody complaining about the lack of privacy by the privacy it’s not that expensive.
Stephen: [00:03:20] And again you’re saving 30 percent on it. It’s really a smart deal and grasshopper try grasshopper dot com slash momentum. It’s the professional way to present your company. You don’t have to carry a second phone. It’s an app that goes on your phone but it allows your calls to get routed effectively and for real. I mean I always say you can have them go. Press one for customer service but that could go to your customer service team if you use one right. That can go to that person or I’m surprised nobody is offering that services to us to be the customer service department for a lot of us whereas desk in effect somebody should offer those services. But that’s what’s cool is you know by using grasshopper they press two to get to that department and then they can come in and you know effectively represent you.
Stephen: [00:04:05] I just think it’s so cool so try grasshopper dot com slash momentum. It’s going to save you 50 bucks and you’re going to be able to all of a sudden become that professional organization you want to become. Man I just appreciate my sponsors. I hope you do too.
Intro Guy: [00:04:20] We’ll get the e-commerce momentum I guess. Well we’ll focus on the people the products and the process of Commerce selling today. Your host Stephen Peters welcome back to the e-commerce momentum podcast. This
Stephen: [00:04:36] is episode [2:42]. Karen Thaxton that’s a name probably most people don’t know but they might know marketing words dot com in and runs a company called marketing words where they write copy where they teach people to write better copy. Very cool story. Neat how we got connected. I have a couple of references in there but I see a lot of applications because you know she’s saying that you know in today’s day and age these these algorithms are getting smarter. The words you used are going to connect or not and not being the problem with people who were looking to buy merchandise. And so your ability to communicate and put in words that they are using will help you get found in the zillion of keywords out there. It’s not only key word anymore. There’s other there’s contextual words. And I think she does a really good job explaining it. Let’s get into the podcast.
Stephen: [00:05:32] All right welcome back to the e-commerce momentum podcast very excited about today’s guest because she’s going to teach us and I like to learn. I’m ready to learn something that you know becomes more and more important every single day. You know when you think about selling in the number of new sellers coming on a number of new products how do you get found. Right. How do you how do you show up in the millions of products that are out there on the various Web sites. Well the way you do that is with keywords and great pictures with words behind them too. And hopefully she’s going to teach us a lot about that. Karen Thaxton welcome.
Karen: [00:12:52] KAREN Hi how are you. Thanks for having me. I
Stephen: [00:12:55] appreciate you coming on. You own a company called marketing words. Dot.com right marketing word stuck come in where you help companies people focusing on what. Give me your elevator pitch.
Karen: [00:13:12] Marketing words essentially helps businesses rank higher convert better and sell more.
Stephen: [00:13:20] Oh I like it. That’s a good oh that’s a good elevator pitch. And and it doesn’t matter.
Stephen: [00:13:25] Right you’re it doesn’t matter whether that’s on Amazon eBay. Shopify Google whatever these other new thing if it exists all those other sites all those things pretty much use the same concept correct.
Karen: [00:13:42] In a roundabout way yes.
Stephen: [00:13:44] Yeah. I mean there are nuances right and that’s what makes Amazon so strong is they have their own versus Google that drives a lot of other companies. But conceptually I mean you’re basically saying hey I want to buy this and me behind the scenes I’m trying to match that up in the perfect way. So you come to see me as opposed to seeing Bob. Right. I mean that’s really what it is. Yes. And that’s an art isn’t it.
Karen: [00:14:10] It’s an art and it’s a science and all combined into one. There are some things that are carved in stone. There are a lot more things that are not carved in stone.
Stephen: [00:14:21] Oh I like that. I want to know I think that’s important so you’re saying there are some absolutes carved in stone I would call those absolutes and they’re absolutes for today given today with this version of whatever’s out there. Right. But that can change and it will change. I mean there’s one nice thing about this this will change whatever it is. But what would you say. You know and I’ll give us we’ll go back into your background and get in all of that but I want to get some value right up front. Give me a couple. Carved
Karen: [00:14:48] in Stone absolute’s carved in stone absolute’s pertaining to what I would say.
Stephen: [00:14:56] I mean we could we could do one of two ways. Is it Amazon. And then everybody else. I mean when you look at everybody else I mean because Amazon has what 80 percent of the e-commerce market I mean some massive number. Right. And they’re their own animal right they have their own custom algorithm and their search stuff is custom for them.
Karen: [00:15:16] It is they are getting more and more like Google every day. But there are with Amazon probably the most unique thing about that particular a nine search engine is that there are no outside influences to Amazon with Google you have social media presence. You have back links pointing to a particular page of a Web site. You have all sorts of other things that are not self-contained on your Web site whether that be an independent site a Shopify site or any you know any other type of web site that you might have with Amazon. Everything is contained within Amazon’s Web site so.
Stephen: [00:16:05] OK well then let’s break them down separately then let’s start with everybody else because as you say Google. I mean most searches for most other e-commerce are going to be generally in Google. Is that correct. Generally right. All right. So let’s do some absolutes then that are carved in stone for Google. One
Karen: [00:16:25] of the biggest absolutes is that the language that your prospective customers your shoppers are using needs to be reflected in the copy on your page. And that is almost always through the use of keywords and key phrases but not entirely. Google also looks for other types of language that is common when particular key words are used. So if you’re going through when you are looking around my desk for a quick example if we’re talking about a desktop calculator for example and you have many different types of desktop calculators you will want to use language specific to scientists. If you have a scientific desktop calculator on another page you will want to use language particular to students. If this is a cow you know a desktop calculator designed for students and things of that nature it’s not just going in and stuffing a page and the back and metal tags with various types of keywords. It’s using language particular to that segment of a target audience to be able to get that page to perform at its best.
Stephen: [00:17:53] And that’s that’s different than what it used to be right in the last X number of years that’s really been revised and refined.
Karen: [00:18:01] It sounds like oh 20 years ago or so when they were when Google and for those that remember AltaVista Lycos and all those original search engines it was simply a matter of going into the back and putting in whatever you wanted to rank for and to the Medich keyword tag and Ta-Da. There you went. It didn’t matter if those words were on your page or not. So it’s evolved numerous times. This particular iteration has been active for I would say at least five or six years.
Stephen: [00:18:33] OK. And so this is the one where you’re saying that basically if you’re selling scientific calculators you need to say that I’m selling scientific calculators not just selling calculators because you’ll never get found ever right otherwise period.
Karen: [00:18:49] Right. But it goes beyond just putting keywords today with the competition with all the different sites and the different millions and billions of individual web pages trying to get into Google’s top 10. You have to go beyond that. You have to have a copy that uses language that actually appeals to people looking for a scientific calculator. So that’s going to mean knowing your target audience and understanding what’s important to them because in addition to the key phrase scientific calculator Google is also going to also look for common words that occur in the copy of other types of pages other blog post and whatnot that pertain to people looking for a scientific calculator does it learn over time that people who look Ebene I guess this is probably a you’re going to like Dusty.
Stephen: [00:19:49] You know people who looked for scientific calculators also looked for United. I mean maybe that’s a brand I don’t know that to be right but they look for you know you did they add that word in it seems to be all the time so therefore does that help if you have that in there if you’re that tuned in to the market and you have that in your language in there.
Karen: [00:20:10] Does that help. It could we marketing words does SBO copy writing. So we are not a full blown search engine optimization company and I can’t that question I don’t have a specific answer for but it would make sense to me that it would.
Stephen: [00:20:28] Right. Right. I might put it that way I guess until you wrote the program. You really can’t go over it. Nobody knows. I mean they kind of do their best to narrow it down. So so copyrighting in that scenario. Right. So you’re saying that the really elegant presented a with those keywords with the right language. Give me an example of language that would be used for. Let’s stay on the scientific calculator I’m going to really put you on the spot on this one.
Karen: [00:20:55] Well we could switch to student calculators and I could probably come up with a better example or I’m willing to let you know I’m willing to. That’s
Karen: [00:21:03] fine.
Stephen: [00:21:03] I mean I guess you know it’s just one people to get what you’re talking about when we say because you know most of us just sell on Amazon or sell a lot on Amazon so we’re used to put again you know you can put in 250 characters and you got your you know your title first and all the rest of that stuff is so critical and then your bullet points. But what you’re talking about is actual language actual the way people talk when they’re talking about student calculators correct.
Karen: [00:21:30] Right. And for it not for Amazon none of this would apply to am right.
Speaker 8: [00:21:34] Right. So this is what’s so different. That’s why I want people to get the context of what you’re talking about. So go ahead. So
Karen: [00:21:40] if common themes common denominators around student calculators would mention calculus class or prepping for exams or particular functions that mostly students use that accountants wouldn’t use and business people wouldn’t use and scientist wouldn’t use things of that nature that are specific to students using this particular calculator. Those are the things that that would also be a very good idea to include in the copy. If you have tests that students have to take and various types of math classes where they require...