[00:00:00] Welcome to the Professor’s Podcast where we discuss the best strategies to massively improve the reach and bottom line of your business in the current virtual and economic landscape. Your host, Howard Thai, generates over $5 billion for his clients annually using innovative tactics, both on and off Amazon.

[00:00:21] Welcome back to another episode of the Professor's Podcast. I am the host for this podcast, specifically for this next set of speakers who we or basically me and my sidekick here, Howie. Howie, say hi to everyone. Hi guys!  We today, Howie have got another special guest as we're pretty much interviewing this group of sellers that were handpicked by the professor himself, Howard Thai, to speak at his first ever live online virtual mastermind, the Professor's Pandemic Event, which will be held at the end of June.

[00:01:00] And if you stay tuned until the end of this actual interview, you will hear more details about how to find out, how to actually get one of the seats for that event as we are going to limit it. That way we can still have somewhat a virtual actual environment where we interact and we get to know one another, and it's much different than what usually happens at one of the Professor's events.

[00:01:20] I can say so I've been to six, I think it's six now. How many have we actually done together Howie, where we kind of bring the house down and we get little wild and secrets come out. I really don't remember. It was like a bunch of them. We do four times a year, so that's like, I guess, I think it is more than six I think so.

[00:01:41] We did like six, can’t keep track. Yeah, I can't keep track, but I will say this, I do keep track of what actually happens behind closed doors and what happens at the bar afterwards. And I can say that we've had a lot of big sellers. I'm not going to really say any names, but we've had the guys that create the software.

[00:02:00] Everybody just pretty much share their secrets, all sorts of intimate amounts of information. And I will say this, I've been one of the people out there in the trenches, like you have purposely buying people tons and tons of drinks just to get their secrets. And usually that works. But this time it's going to be a little bit different Howie, because we're going to be like live virtually.

[00:02:21] For example, right now I'm in my pajama bottoms. Nobody can even really tell that cause the best of me looks like a fully dressed with makeup on and all that good stuff. But the reality is I'm at home and that's the fantastic thing about this time, this time around event that we're going to be live online in the comfort of our own home safely, securely.

[00:02:40] But that doesn't necessarily mean I can't be sneaking some vodka in this. I mean, any plans from you, Howie? How to make this a little bit extra special? Well, I'm, I'm, I, I'm actually more of a nerd. I don't really like to talk too much and stuff. The only time I talk is about, I kick out about Amazon stuff.

[00:02:57] Sometimes when I have find someone that I'm interested at it’s like, it's about an Amazon and I just kick out with them. So it's just like sometimes I don't really like to talk, so maybe I should put some like a spike with my own water, with like mocktail or something like back in the days, you know, when I was in college or something like that, to see how that works.

[00:03:18] I clearly had no idea you were a nerd, Howie. I mean, I saw you in the trailer for the actual mastermind. You were riding that, with that Lambo like there was no tomorrow. I was like, we got to catch up with that guy. He's going to just speed on right by me and my Uber. So, we saw that video clip. If you haven't seen it already, again, I'm going to give you some more details on how you can find out more about the first ever live online.

[00:03:42] Professor’s Pandemic virtual event that I do, I would do say this much. I've had the honor of being by Howie interviewing every single one of these guys. And, all of them, even in the interviews alone, they gave me tips that I could already take and use in my Amazon business. And I'll tell you, since yesterday I've been nonstop going crazy with Tiktok.

[00:04:04] We had a guest yesterday talk about Tiktok, and today is going to be no exception. We've also got a very talented gentleman, from what I’ve talked to him about so far. He’s talented so much that Howie, again, he went to the far reaches of the actual globe and they just happened to meet at one of the last Amazon events before things went really crazy.

[00:04:24] They met in Prague. You want to tell us a little bit more about that meeting Howie and how you guys really became very close because you had spent a lot of extra time that you kind of would expect to spend together. You want to talk a little bit about that? Well, how many times have I met you in these seminars that we saw?

[00:04:42] I think it was China.  In those events, I think one or two every six months. I think we are past across conferences Hong Kong, Guangzhou and the last time was in Prague. Yeah, so last time I remember it was one in Guangzhou. And then another one was Prague very recently. And he's also in my very inner circle in the seller society. So that's the very, very inner circle. And it’s been really cool in Prague.

[00:05:11] We kind of drank a lot actually. I was told I got drunk and I didn't know how to get back to the room and people were guiding me to the room. Something, something like that, that's like what they call like “whatever happens in Prague stays in Prague” kind of thing. So it was really big. I still have videos that I showed no one. That’s really cool Howie, so you probably have to tell us what happened.

[00:05:39] So Etienne right here, he was a speaker on the panel regarding the event. So he actually, he showed a lot of what he is knowledgeable. As well as, I feel like he's a perfect candidate for one of our, being our speaker with regard, regards as a lot of USB sellers don't really, or Western seller don't really sell

[00:06:02] in Europe. So he's a really good candidate for us to kind of push Europe more out. So a lot of people have more questions about Europe. So that's where I see a big opportunity for us Amazon sellers, because when I was used to sell half of my, half of my sales comes from like Europe and the other half is in the US so it's a big, big opportunity.

[00:06:28] If you can actually hurdle through the VATs and the taxes and the imports and the language barrier, then everything I think is a big opportunity. So we're going to have Etienne here, talk about some of those opportunities and how to overcome them. Oh, this podcast here, as well as during the event, whatever he has listed for us to talk about.

[00:06:56] Amazing. I'm excited. So without further ado, let's jump straight into the interview. So Etienne, Howie, and I will take turns asking you some questions. Before I begin, let me just say this, I'm excited for this, I can't wait. It's been something that I've been looking for quite some time and Hey, we'll say this much.

[00:07:14] I haven't been out of the house in quite some time, so that, again, people is just a precursor to that. My excitement, I do believe is for a reason. So I have not been outside of the house though, but I do look forward to exchanging some Amazon knowledge and Etienne will be one of those, the actual people.

[00:07:33] So Etienne, let's just pretend for the sake of this interview that you and Howard are on an elevator. Correct. And you obviously know that he is the Professor, the man, the myth and the legend, and you really want to speak at his actual Amazon event. You know, he's having one of the top Amazon events that there is out there.

[00:07:50] You know, his elite level of, of sellers that he has in his circle. So you want to impress him. Pretend you have two minutes on this elevator. Tell him who you are and why you think you're qualified enough and one of the best in the world to actually speak at his event. Well, just, just for my name, you can pronounce it like ATN, like the ATN machine, and that's, that's the easiest way to remember how to pronounce it for, for English speaking people. Maybe the main points about me is that I started selling on Amazon with just a 1000 bucks in my pocket, and I was lucky enough to transform it into 1 million in 18 months selling only in Europe at that time.

[00:08:29] But then I started selling on the, in the US actually later. And I was afraid of going in the US because I thought it would be too crowded, too complicated, competition, et cetera, et cetera. Whereas it's actually Europe that is much more hard as a seller to manage because of all the languages, the barrier, the VATs, the logistics, and now they’re opening the Netherlands. Probably they’re going to open some other countries soon and actually started.

[00:08:58] With the North face of it, and now that the U S I think it's quite easy. Wow. Well, I think, I think Europe is, for Europe sellers going to US, it might be in the sense, that kind of harder, because its competition is like crazy. From what I, what I’ve seen in Europe, is a lot easier to rank in terms of like competition and stuff, so it's easier to rank that. Fully agree on, on the, on the ranking, the competition level is lower.

[00:09:31] The margins are usually higher because because there's less price war. Also, there's less black hats, so it's a bit more peaceful and of a peace of mind. And the thing is, Amazon is usually rolling out their new features in the US first and then rolling out to Europe and not even the entire Europe.

[00:09:51] Sometimes they start with a UK or Germany and then France, Italy, Spain come later, the Netherlands. So it's a balance between, between these two continents. Okay, so what, what do you consider yourself the foremost expert in? Just like, you know how you have so many things and I want you to pick one of them that you think that you are the best of the best on.

[00:10:18] So I think, well, I thought about this question. I think I noted three points. The first one comes from my background because before doing Amazon, I was a marketing executive in boutique companies and startups. And I did most of my careers in cosmetics, and I was a marketing director for Europe, et cetera, for four big cosmetic brands.

[00:10:39] And I did fragrance as well. And the industries we sell, we sell only dreams, stories, but it's almost nothing tangible. And so it's a lot of bullshit. But so I think I can say I'm good at brand positioning and especially audience segmentation, because most of the people I know in the Amazon scene are very good in ecommerce, they're very good in sourcing operations.

[00:11:07] Most of them are not super advanced in terms of marketing, and I think it's more and more key in the, in the days to come to understand fully our consumers and build brands that are meaningful and that resonates with the consumers’ minds. That's the first point. The second one is that is the operations in Europe

[00:11:25] as I started there and as I did from France to a European Euro and now worldwide. That will be my second thing. And my third thing is actually PPC. I'm a PPC enthusiast, and I love playing myself with the campaigns and with agencies and now with tools. And I tried many of them. Interesting. Interesting. So what, you might've already said it, but maybe you could go deeper into how do you, how do you think outside the box compared to your competitors.

[00:11:59] Well, first I tried sometimes not to reinvent the wheel. People spend a lot of time trying to create stuff from crap, from scratch, whereas you can usually take some inspirations from not just your direct competitors, but people in another category, people in another markets, people outside of them as well.

[00:12:17] There's a lot of good things to take and just to adapt to your products, to your brand on Amazon. And the second thing I would say is to be very much data- oriented. A lot of people make decisions based on advisors on gut, based on gut feelings. But we live in a world where we can measure almost everything.

[00:12:37] And that's a great opportunity for us to make decisions, very rational on what's working and what's not. And Amazon is a dream for that because we can measure almost everything. Yeah. Amazing. You've got a broad, extensive knowledge based in, it looks like, particularly in Europe. Let me ask you this question.

[00:12:55] There really isn't another speaker like you that has that kind of sort of broad amount of knowledge just particularly in Europe, but based off that, what three to five things have you thought about wanting to speak about to this crowd? That would absolutely wow them. Europe is a big one. One of my main, one of my main hobbies on my personal side is how to hack my body.

[00:13:19] How to hack my mind to be more efficient in my business, maybe more efficient and also happy in my personal life. So it's a theme I'd like to call it Biohacking for eCommerce entrepreneurs that I'm very passionate about, and I can talk about it for hours. The second topic would be how to build a proper seller operating system and really build your, your, your process so that it's fully, almost fully on autopilot.

[00:13:48] And you just use a few tools and autopilots your virtual assistants, or if you have to do the work for you. The third topic would be how to handle PPC automation across the various marketplaces. And the last one would be my complete 2020 toolbox for Amazon sellers. A lot of those sound actually really exciting, particularly like the toolbox because there's so many different things that you can be using right.

[00:14:18] You don't really know what to invest in what, and let's face it, it's not cheap. You can literally add up a lot of things and they start to add up. And before you know what, you end up with the credit card bill, that's several thousand dollars and you don't even know what in the heck you have. But you know, some of those were some great actual examples Etienne or that you would speak about.

[00:14:37] But the one thing that I noticed already from speaking with you for a very short time is that you're obviously extremely good under pressure. I mean, turning $1,000 into 1 million in 18 months is something that is not, not to be like, just kind of shoved off. Right. So I'm kind of a little curious. In the actual current environment, let's just say you have a thousand dollars in your pocket.

[00:15:00] Which marketplace, if you had to start all over with the same knowledge that you have right now, which marketplace do you start out in and why? Go in Germany because that's still the biggest markets in Europe. People usually don't know that people think UK is bigger. UK is more crowded with all the American sellers.

[00:15:20] Also with a lot of facilities from China, Germany is less crowded, the margins are great, the costs are super low in terms of logistics, and you can really start a brand and start a product efficiently. Awesome. So what kind of problems do you see a lot of these Amazon sellers are having right now at this current time

[00:15:44] because of the pandemic that we're having right now. So the main problem I see, and I also suffer from it to some extent, is the logistic dependency on Amazon. Most of us sellers had to rely fully on Amazon FBA, and we basically outsource all the logistic parts to Amazon. And now with the pandemic, with

[00:16:10] demand rising on some particulars of products. The other categories have been blocked, sometimes delayed some shipments taking three or four weeks. So I think that's, that's a very big challenge. We see that in the US as well with the delivery times. And, and the challenge for us is now to build a proper logistic capacity and have a proper system to have FBM offers and other vendors helping us to ship our products to them.

[00:16:41] And the second one is the, is the demand shift. We saw drastic rises on some categories, of course, related to the Covid, but also related to everything that people are wanting to do while at home. And all the other categories with main drop such travels so this will take some time, but we'll be back to normal in a while.

[00:17:07] But I see, I see that as a, as a challenge for new sellers that have been having hard dropping in terms of sales.

[00:17:17] What does that Pan-Euro, I'm sorry. The products are stored in the, actually in France, so are they able even to do the Pan Euro from France to outside distribution to other countries? Because I've heard a lot of people say if the inventory for the Pan Euro is in France, it's really, it's kind of like.

[00:17:41] They're, they can't, they can't really sell those kind of products. No, no, that's, that's the, that's the tragic issue. Before the crisis, you could deliver your stock in one point, let's say in France, and then if you're a member of the Pan Euro system, then Amazon will split list your stock across all the, all the countries based on the velocity of your products in each country so that the stock is the closest to the end consumer.

[00:18:05] So that's a, that's a huge issue. I had some insider information last week from Amazon that still hadn't been announced, but I hope it's going to be announced in the, in the coming days that they will allow every seller that has some stock in France, onset of central to transfer it to, let's say, Germany or another country, so that this talk will be available for the end consumers that was supposed to be announced this week.

[00:18:31] It still hasn't, and I hope it's, it's gonna. It's gonna happen. Can you tell us what's the, what's the what, what? Why are people using Pan Euro instead of the regular style, a shipment method where they ship it directly to each country instead? Why, is there a cost factor? Yeah, of course. There's a cost factor and also the, the, the peace of mind because you just deliver your, I used to deliver full containers to Amazon.

[00:19:03] Now I optimize a little bit and I had my third party shipping pallets here and there when I need it. But it's for peace of mind. You just, you have one point of entry and then Amazon does the rest on the paper. It looks very good. Actually, I got, I got this information from the head of the marketplace in France.

[00:19:21] That told me that this works if you ship at least six weeks of stocks per SKU, if you do that, if you do less than this, then the algorithm will not optimize your stock across countries that much. So if you want to be on the safe side, and it has a cost in terms of stocks, of course, and then of the stocking weeks at Amazon, but it's to be between six and eight weeks of stock at Amazon.

[00:19:45] That is costly, but that's also the best solution to have your stock everywhere and delivery delivered on the next day for everyone.

[00:19:57] So let me. Oh, I just wanted to know if, um, if you see any other opportunities that you see in 2020 for sure. And before opportunities, I think that there's a lot of problem that a US Senator is a facing of course, but also in terms of Amazon, there's a, there's still a rising cost of acquisition because PPC is now.

[00:20:22] Pretty much a pay to play. If you don't invest a fair amount of money in PPC, on Amazon, then you basically don't exist. And this will continue rising and rising, so you better include that in your module from the beginning and have bigger numbers. In terms of the marketing, it's also still very difficult to take the lead on the customer relation because Amazon is now trying.

[00:20:48] Very hardly, and for us to not to contact them. That reduced the emails, pushing buttons, every tool that is helping us to get in direct contact with the consumers. The third challenge is it's actually an opportunity for us sellers, but longterm, it's going to be a tremendous challenge. It's, it's the big brands coming on Amazon.

[00:21:16] That have been around for a while. Some of them haven't, but now with the crisis, all of them, I guess understood that they cannot avoid

[00:21:28] that. There are retailers, there are wholesalers who will take the business. The consequence is that they will come with big money to invest in PPC especially. And the West is working very hard to attract all the TV money that those big brands have to spend. And that we see that, especially with the new video formats that have just been released in beta the US this is an opportunity for us sellers.

[00:22:00] To use all those new features, all these new formats the very soon before everyone is using them because the costs are still low. I see that my campaigns in the US the ACOS, the average ACOSon my, on my sponsored brand video is twice lower than the average ACOS of all my other sponsored brands. And the click through rates is around 5% which is crazy for digital today.

[00:22:28] Super good opportunity to invest and tomorrow it's going to be harder and harder, and so we'll need to use all the other levers to attract consumers without spending all of our budgets on it. The last, the last challenge that we're facing, and I was, I was shocked a few months ago, I was invited by Amazon in their London headquarters and they had to present their exclusive program.

[00:22:52] They actually have two programs called exclusive. One is when you build a brand exclusively for Amazon, but it's your brand. And the second one is when you do license for, for the numerous brands.  There’s 15 other brands, it's not just to add some basics to have a lot of them, and then you basically operate for them as, it's like you have a, you have the brand brief and you go to the factories and then you do the business.

[00:23:21] But it's a trap. Both of them. They ask for the first 5% extra amazon fees, and I asked the question during the conference. We were, I think 200 in the room, and I knew they were presenting this same program in Shenzhen a few weeks before, and I asked them publicly, okay, you present, presented that to US, Westerners, European, Americans a few.

[00:23:49] But you also presented this program to the Chinese sellers and to the Chinese factories in the room, and I guess there were more than a thousand, two thousand in the room, right? So what do you expect from us? Because you go directly to the manufacturers so I think, I think they will, they will do that more and more in the future.

[00:24:11] So we really need to build brands, not just nice products, but also meaningful brands that people love. And then to not just love the features of the product, but they also put a lot of value in your own brand. And this is the only way. That's what we're going to survive in the future, but I see some, I see some big opportunities.

[00:24:30] I mentioned building some FBM capabilities. Of course, in crisis, we see a rising penetration for the, for the online channel, and especially, I would say for the, for the older segments, like gen X and baby boomers that sometimes went to shop online, especially for categories than other shops before. And I think that this change of habits we'll see in the future, and that's a big opportunity for us, especially if your target segments.

[00:25:01] Another opportunity in terms of exit strategy will be if you want to exit, if you want to sell your Amazon business, is to sell that to brick and mortar brands. Or at least build some partnerships with them that will be easier and easier in the future. The two last opportunities is that this crisis will will kill a few sellers of course, and they will kill.

[00:25:25] Probably the smaller one though, the one that are shortest in cash and those are, those are where the one that's where polluting a little bit the categories, doing a lot of copy cats and not really adding any value. If you're more structure than that, and if you're a bit bigger and have more cash, it's actually an opportunity to have less competition in the short term.

[00:25:51] And also a lot of them reduced their investment in terms of acquisition in PPC especially. So it's an opportunity to build your retail space using PPC. Well, I just want to, go back and say, when I used to do like a PPC and all these different countries in Europe, my, my, maybe my pricing in the US was like $1 $2 $3 or something like that.

[00:26:20] For particular PPC. And when I'm in Europe, this is like the Europe, like PPC costs, like pennies when I was in there, I'm not sure what it is now, but France, Italy, Spain, they're like free to advertise. So and as well as right now, like when you look at it and U S all the PPC spots are like. It like takes over the whole page.

[00:26:40] You don't need any organic anymore. And like before, you're like number two or three or four, you know, on our organic you'll be doing really well. But if you're one or if you're number four, you're probably like, like in the sense of back in the day, it's like number 20th place because you have all these sponsored products as covering you.

[00:26:58] You have like editorials. You have all these things in the U S that's like, like pushing you down. It's not like before where you what you knew your organic and then you will get all the sales, but on the first page, but now you have to really do your PPC. You have to do all the branding brands and all the headlines.

[00:27:20] Absolutely. You have to be very technical in PPC nowadays, whereas in the past he was okay to handle that manually or to have a VA doing that. I think  now you really need to have a proper structure or proper tools, proper approach. I read between the, between the two have something very, very powerful in the PPC, and I think most markets in Europe have, of course different languages, but then the long tail keywords is actually easier to.

[00:27:51] To use them in the US where I'm probably, it's more the fact you were just saying, well Howard more crowded at the top? But  I think the, the also the, the new organic is not the search results, the ranking, but also whatever formats you have in their product pages, like frequently bought together or the comparison tables, et cetera.

[00:28:14] So this is still free, and this is a real estate that you should get as soon as possible. So I wanted to ask, so I, like I said, the PPC is so aggressive in the U S how is it compared to Europe or what do you feel like, how much difference in like how more important PPC is than in the U S. Well, of course, I hate this answer, but of course it depends on the category.

[00:28:46] But on average, I think we noticed like cost per click, lower between 20 and 50% that's a rough average, but I think this is, and also in Europe. Probably most of the brands are a bit less technical than, than the players in the U S so that's actually a great for us to conquer those markets without having super big sellers, super big brands already at their top.

[00:29:15] And when you see some sellers do crazy stuff in their PPC, it's usually a good sign that you can go and make some money. Well, I have a lot of other questions and stuff that where they want to talk to you about, but it's getting late. So let's wrap it up. Do you have any final words for our audience here about anything that you can think of or anything you want to talk about yourself.

[00:29:37] Yeah, sure. So maybe if you, if you settle in the U S or maybe just US, Canada, and sometimes even the UK, you definitely need to extend to continental Europe. It's complex, it's time consuming, but the margins are good and you can really. Increase your business there. I started in Europe. It took me two years to launch in the US with a great success so far, and since I did this movement, my recurring nightmare at night, it was waking up and telling myself, you asshole.

[00:30:10] Why haven't you done it before? Right. So because I think the fear of success have been stronger for me than the fear of failure to launch to launch in the U S and so guys, if you, if you are in the US, if you are considering Europe a bit like this, it's complicated, et cetera. Don't be paralyzed by your fear of success in Europe.

[00:30:35] And let's chat. Awesome. I think we did lose him there. He froze up, but he's back. But I, first and foremost, it gave me the, the actual desire to want to go over there. Cause for the longest time I have delayed going into Europe even though I have several bestselling products in the USA. But I always put it off.

[00:30:55] And so I, for one, am looking very forward to your actual speech as I'm sure Howie is. So remember Etienne is going to be one of almost over a dozen speakers that are going to be highlighting the first ever online virtual professor's pandemic event that will be held at the end of June. And again, this is Howard Thai's first ever online virtual summit with

[00:31:18] His hand selected group of superstar sellers, most of them which are underground and have been traveling the globe, meeting one another at these underground Amazon conventions where all these tips and strategies are obviously shared, and for the first time ever we will be online getting to meet one another and sharing these strategies with people while we're in our pajama bottoms like I am right now.

[00:31:40] So I am for one looking forward to that. To find out more information about that, you need to go to a9mastermind.com/ppe. Howie, I learned a lot from Etienne and I also had a lot of questions for him. I almost feel like you got to go take him over to another room right now and ask him those questions on behalf of all of us so we can all benefit from it.

[00:32:00] Why, how do you feel about it? Yeah, I want, well, I'm really fascinated about selling in different countries and global, global selling, because I think I did that starting in 2005 or 2006 on eBay. I started there, so, and I used was one of the first ones selling in Europe, UK, and all the other countries through the eBay platform.

[00:32:23] But it's really interesting because at that time, no one was doing it and there's so much opportunity. So I want to see what other people are doing it nowadays. It's actually, it's not as hard as everyone thinks, but they should just slowly get into it, you know, VAT or the, or the transportation or the logistics.

[00:32:44] It's just hiring someone to do it, you know? You just have to just get your feet wet and just jump into it like a, what Etienne said about the US you know, he hits himself. He shouldn't have gotten into doing it a while ago. Why not? Why didn't I do it now? But in Europe, it's so much easier than the U S so I would say that you should really try to get your feet wet into Europe if you're not in there already or other way around.

[00:33:10] If you're in Europe, you want to get into U S you know, and just get yourself on your feet wet and then get in there because there's a lot of opportunities. And with the same product line, you're already sourcing already. You have the product. Why not just put it into different platforms in different countries?

[00:33:25] I mean, so that's what I would say. My final words. So awesome. I, for one, am excited for him to decipher all this complicated jargon. A lot of us would say, like as Howie said he's, Howie’s an Amazon nerd, so it's like nerd speak, but hopefully he's going to translate all that for us in a simplified format and he's going to have me leading the actual, everybody with their torches, excited to hear what he has to say.

[00:33:53] I'm excited. I know that Howie’s excited. I know. I know Etienne’s excited to share his knowledge, so I do look forward for those of us that do decide to join us, it will be one of the best decisions you make all summer long. And Hey, after all, we are stuck in our houses for quite some time. So the best way to be safe is to meet live virtually online.

[00:34:13] So again, remember, if you want more information, go to a9mastermind.com/ppe and that event will be held at the end of June. But I just wanted to thank everyone for joining us, including our guest, Etienne and as usual our host, to Howie, thanks again for joining us. We will see you next time with the next speaker.

[00:34:37] Thank you Etienne, good meeting you. Welcome to the Professor’s Podcast where we discuss the best strategies to massively improve the reach and bottom line of your business in the current virtual and economic landscape. Your host, Howard Thai, generates over $5 billion for his clients annually using innovative tactics, both on and off Amazon.