TPP016 – Leveraging the E-commerce Ecosystem to Amplify Amazon Brands with Yev Marusenko

Are you ready to dive deep into some strategies and tactics that experts are using on Amazon right now that is crushing it in 2020 and beyond? Our special guest, Yev Marusenko's cross-disciplinary perspective empowers the online presence of a business. With his years of experience in the actual Amazon community, he's doing things that no one else has thought of doing. He is the founder of a tool called ZonTracker, which is currently used by many sellers and experts. And in this podcast episode, Yev will be discussing more about leveraging integrations, data algorithms, and ad trackings to amplify and rank in Amazon.

Topics Covered In this Episode

  • Introduce Yev Marusenko

    Who is Yev Marusenko and what has he done? Know a little bit more about the Amazon expert.

  • Yev Marusenko's Expertise

    What's your skillset that makes you stand out from everyone else? How do you think outside the box compared to other people or experts?


    What three to five topics would you talk about during the Professor's Pandemic Event that's absolutely gonna wow the crowd?

  • Big Brand trends

    Where exactly are the big brands putting all their money right now? Could you explain any kind of trend that you see big brands are moving towards to in terms of paid traffic?

  • Problems Amazon sellers have right now in 2020

    What types of problems Amazon sellers are and will be having?

  • opportunities for the sellers in 2020

    What about the opportunities you see in 2020 for Amazon sellers?

  • The Second Professor's Pandemic Event

    Discuss the best strategies to massively improve the reach and bottom line of your business in the current virtual and economic landscape.

The Second Professor's Pandemic Event

Are You an Elite Seller Ready To $CALE from 7 or 8 to 9 Figures?
Coming Soon This November 2020

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Podcast Transcription

[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] Hey everyone, Hurricane Liz, you're back for another Professor’s Podcast. And I've got as usual, my sidekick, Howie, the man, the myth, the legend, the professor himself, with me. And at the end of this podcast, I'm going to go over the details of how you can hear not only our guests today, but 12 other brilliant speakers.

[00:00:39] for the very first time. Most of them are for the first time, a couple of them we've already been there, done that, but they are back by popular demand and, and these brilliant men and women will actually, we dive deep into some strategies and tactics that they’re, they are using on Amazon right now that is crushing it in 2020 and beyond.

[00:01:00] And I, for one Howie am super stoked about that, I, as usual will be the MC. So I literally cannot wait as the last one I've learned so much information and tactics that I was able to implement into my Amazon business and see an immediate result that I am stoked again to hear these guys and gals.

[00:01:19] particularly a couple of them, one of them is on here today, but how excited are you Howie for this second ever annual professor's PPE event, which I'll explain here in a minute? Again, every single event that I, um, I'm on, I, we create is really, really fascinating to me because we get to, like also, I learned also about other people tactics, other big sellers are using, or are some of the, even the big providers are using that, that they tell us a lot of inside tricks and hacks that will really help a lot of the sellers.

[00:01:56] So I really am enjoying all these events that we're doing virtually because now there's like a lot of, no one really has an excuse that they can't join because it's too far or not, but, and also the speakers we get like really good speakers now. Cause I can actually have any speaker that I want because they actually don't need a fly.

[00:02:15] And then right now the guests that we're gonna tell you guys about is one of the guests that I was always wanting to have on one of our events. So we'll let Liz introduce. Yeah, I'm excited for this gentlemen. I will not butcher his name cause I found a shortcut as to how to actually pronounce it earlier.

[00:02:33] But this gentleman has long been in the actual Amazon community and he's doing things that no one else has thought of doing. He's been doing this for quite some time. And earlier he talked to us a lot about how really big sellers on Amazon are using a lot of these techniques. So you guys and gals want to make sure you pay close attention to what he's got to deliver for you.

[00:02:51] But without further ado, let me introduce you guys. To our guests. He's a founder of a tool called Zontracker, which I know probably many of you savvy ladies and gentlemen out there actually already used this, but he's none other than Dr. Yev. So Dr. Yev, usually, first of all, welcome to how he's podcasts here, but usually we like to take all the brand new people through this introductory thing.

[00:03:16] Everybody's required to do this, but no pressure whatsoever don't feel pressured at all, but I want you to pretend that you're on an elevator and you have just seen Howie on the elevator as I call them. Howie, everybody else doesn't know is the professor Howard Thai. But I call him Howie. You're with Howie on an elevator and you have two minutes to tell him what is extraordinary about you and why he should make you one of the headliners at the second ever annual professor's pandemic event.

[00:03:44] So you got two minutes Dr. Yev, I think you can do it. Thank you. That's a long elevator ride. Well, I would start with, first of all, I was, I was looking at that and, and different speakers. And one of the things I realized is that I noticed like quite a bit of people that have actually used my software or different tools.

[00:04:07] So it's one of the things, the way other speakers of the events that people like with brilliant ideas or have accomplished really great things where I had a lot of discussions with some of them about just like really I found stuff like things like if you started posting about it, talking about it, I don't know if it's going to be useful to most people.

[00:04:24] This is just like these questions that go so deep. So it's one of those things that I'm always fighting to think of questions that like maybe even relevant right now, or, or in a couple of months, it's something like, what is. Something out there that we can test that could be relevant that way. At some point it may be valuable or maybe Amazon is thinking about it.

[00:04:44] Were they're implementing, execute, executing it. So what are the leading edge? The cutting edge brands? Like what are those brands that want to start testing it even sooner being ahead of the curve? So it's one of those things that I've always done is trying to innovate. That's one of the things where it may or not be useful, but you have to start innovating because at some point, 10% of it is going to be really useful.

[00:05:09] So it's one of those things where I guess, like you asked me to like, do a humble brag or a lot of other speakers at the event are actually like using my software as well. So I'm having a lot of very entitled discussions looking at data that those people don't see. And then being able to see that across a variety of brands that are.

[00:05:27] Um, I think the interesting part is I think it's at the end of the elevator ride where I'll say that, that about half of the brands, right? They're like really focused on like ranking everything, Amazon ranking related. And the other half of the brands are like, what's the best way to say it's like legit brands.

[00:05:43] They have a solid website branding and they're focused on their website. They just happen to have it in Amazon store. And that's where a lot of spillover traffic though. So they're trying to leverage e-commerce ecosystem to amplify their whole brand. But Amazon is part of that. Yeah. So I think a lot of the like websites or Shopify people, they call it the halo effect, the halo effect, where the spillover you're talking about.

[00:06:10] So that is like, this is like crazy. Like I have like some of my, I guess, members of our, one of our masterminds or at least our society, they have digital, like over a hundred and something million in sales, on Shopify and about 20% of vehicles or 10 to 20% of it goes. Halo effect goes to into the Amazon side, you know, so that they can feed people, like search for it and then buy it.

[00:06:33] And then instead of just trying to get that two days shipping or their prime shipping and stuff that that's. So I know, I know what you're kind of thinking expert on, but let me tell, tell me about more of the like. What, what would you tell our audience? Like what's, where your foremost expertise in like the whole entire like Amazon domain.

[00:06:55] Can you kinda explain exactly what cause everyone has a, a, like a particular, like, like really, really a good skillset. We want to let everyone know. What's your skillset. That is very, that makes you stand out out of everyone else.

[00:07:14] And it's one of those things where you kind of have to go and do different levels of what those skills are, how each brand or seller is trying to master Amazon and trying to get sales or trying to expand off of Amazon. So I feel like some of these skills I'll mention are kind of like these different.

[00:07:31] There's different levels. So essentially, like my background is more from, with analytics and data science. So that's the approach that I take on anything that I'm looking at. So, so it's, so it's looking at how is Amazon tracking everything, integrations, data algorithms. So I would say that first. Like skill or expertise is in the area of understanding the Facebook algorithm.

[00:07:56] Because for the Amazon algorithm, I think most Amazon sellers are like very safe. Like how can you amplify it with the Facebook algorithm? So it's being able to connect the two different pieces. So like that one expertise area is knowing enough about both as opposed to just this one. So it's how the Facebook algorithm works and how to leverage it to amplify the Amazon algorithm.

[00:08:21] And then the second part of that is. Like integrations. One is how can you actually amplify them, each other? And when do you make those decisions? So this is very important. A lot of sellers, advertisers, marketers, don't think about it. What is the right order? When you do something, for example, do you send traffic to Amazon first?

[00:08:41] So your website, the retargeting audience to Amazon, it's like, what is the order of operations? Because depending on when you send which ad to the right person at the right time or the wrong person at the wrong time, it's going to affect the conversion rates. So it's thinking about that customer journey, the funnel, and what are those dynamics between Facebook, Amazon?

[00:09:01] So I'd say that's the second part is like, Uh, like customer journey approach to, to the, to the, to the ranking. So, um, the third part is I've always been talking about Facebook ads and more recently about Google ads that just because being able to just like, figure out certain like hacks and features and kind of like using the API APIs and kind of in both of those.

[00:09:22] So like specifically platform wise, it's Facebook ads and Google ads. So it's talking about those areas and how to amplify them for growing an audience and then amplifying Amazon. So then the, the third, no, that's already three, the fourth area. So this is, I mentioned where, like my background is an, so it's trying to find unique metrics that you just like don't even think exists.

[00:09:46] And this is where I at essentially like, well, what are some of those metrics? How can you combine certain metrics where you have an advantage over everything else? Because you see patterns that you just typically don't look at it. Those. Those numbers. And this is example like with geo ranking or combining like inventory with distance or different, different types of KPIs and marketing to know that certain ads are better than other ads.

[00:10:09] So it's kind of like a nonconventional ways of applying analytics. So I would say like those, maybe it's a little bit ambiguous. I would say, like, those are the topics have been how to amplify an Amazon brand. So, so, so right now, like out there in the, in the Amazon, like these influencers or the people that are out there that talks a lot on, you know, that we see, like you're one of them that I was always wanting to talk to and we did talk to each other like, Hey, when are you going to, what do you have time a talk and stuff?

[00:10:39] Uh, well, that was interesting that we were like in chatting and we were talking about real, real stuff here and there, but I, I kinda like saw some of your stuff that you, we just spoke about as well as the geo targeting and the other Facebook and Google where you can actually track those orders and stuff like that.

[00:10:57] I would thought it was pretty innovative. So I also want to know, like, so how do you, like, because you're a doctor and I'm a professor, I actually graduated computer science and engineer. So I’m into data and data science and those, and machine learning is what I'm really very fascinated about. So can you tell me, how do you think outside the box compared to other people or experts.

[00:11:23] Yeah. Oh, no, that's a big list. This is the thing I can talk about, like all day, because this is a little bit conceptual and it's how I think and how I get things done. And then how the innovation happen in terms of like software features. So essentially the quick version is that my background is in environmental science.

[00:11:42] So as I was looking at ecology, so just interaction between ecosystems, organisms. So that's what I studied. So like the doctor is kind of like not the usual medical doctor, but more about like academic type of like doctor in research. So, anytime I ask a question is how are things connected? It's like, what is the connection?

[00:12:00] The interconnections, the dynamics between any type of element. So for me, it was like an environmental science. And then when I got into marketing, it's the same thing. What are all of those connections? So that's how I started asking questions about like algorithm, like interactions. What are the consequences of doing something in marketing now, how it's going to be affected later, a lifetime value.

[00:12:21] So thinking outside the box, This is where I see connections as far as possible. This is what I do. It's actually part of my routine, when I'm thinking of like a feature or a marketing campaign, or like, like within an Amazon brand or I'm talking with Brown said what's a marketing campaign. The first thing I do is an actual exercise of how can you think outside the box?

[00:12:43] It's like, what is the most unlikely scenario, but it's still like, scratch your reality as far as possible. Because when you know, what is the possibility of the types of customers you want to attract? So it's like this exercise, like what is the farthest thing out there, or the same thing about what marketing channels do you want to use?

[00:13:00] Do like how do you want to diversify ranking by within Facebook or across marketing channels? Like Facebook, Google. So then this usually comes back to Amazon and Brian's like, alright, I'm doing some ranking campaigns. And I'm just like running this type of mini chat flow. Well, the first question is it's kind of like innovation, first stretch that reality as far as possible, what are the 10 ways you can do that ranking campaign?

[00:13:25] Because like one, you could send people to, to desktop, to another channel, then they come back and then they do some other steps. So it's like, what are all of these possibilities where you can send traffic to an influencer site and have them post something. That's kind of like some sort of instructions to like to make the Amazon purchase.

[00:13:41] And then they come back or they come back from a different site, but that's all going into like ranking campaigns. So it's like first you have to like, stretch that. So I have that exercise where right? Like I want to come up with a new feature, new metric. What is like the far extreme thing that's maybe like unrealistic or maybe not even useful.

[00:13:59] Just so then I, then I come back down to earth and it was like, all right, what is the most simple version of that? As long as I keep in mind, what is the most complex version that way, maybe like the next iteration that we don't understand yet, but then you know, that you may need to apply it like the next, the next iteration of your campaign.

[00:14:17] Um, so that's kind of like the process of like thinking outside the box. Applying that like environmental science perspective, like what is the integration of the system? How it's all connected. Yeah. Like a, when I was sorry, when, when I do talk to like Anthony, I, I, we talked a lot. We talk about all these crazy stuff.

[00:14:34] You know, what, if we could get this to work, what if we could do that? You know, like how you were just talking about this, this, this big, huge, complete system, you know, all, all in one and all that crazy stuff. And then afterwards we go, okay, this. See what we could roll out for us one at a time. So I'd love to hear what you have to say.

[00:14:54] So I'm sorry to interrupt. Go ahead. Oh, that's right. Howie. So one thing doctor, you have that I noticed when you talk is it's, you have such a love for all this, all these topics that you're talking about, you could see it in your energy. You could see it in your face, and you're super fired up about talking about it all.

[00:15:11] Like you said, you could be here a whole day talking about how you think outside the box. But the question that I have for you is going to make you think a little bit. I know you mentioned already four different ways that you actually feel that you're an expert in like the foremost four ways that you're an expert in, but what three to five topics do you feel that you could talk about for at least 30 minutes during the professor's pandemic event?

[00:15:35] That's absolutely gonna wow the crowd. Yeah. Great question. And I'm actually really excited about this part because I want to share some things that I never share, or like very rarely shared because I kind of like asked around different people about like, alright, like Howard’s asking me like potentially like to talk.

[00:15:52] So it's like, have you seen one of his talks before and his audience? Like what kind of things do people talk about? And then it kind of like gave me freedom to talk about like maybe things that are like what's the best way to say it where like, because I have a software, I have to be like as white hat as possible, just because like, Amazon is like in general, maybe paying attention, kind of like, like audit the software to make sure like, everything is good.

[00:16:17] So like, for me, I'm like, this is an opportunity for me to like, not connect it to my software, but talk about things that like my software doesn't do, but that's in the realm of possibility. Like doing really fascinating stuff where Amazon may think it's like gray hat or black hat, but it's just like data analytics, things that are like very extreme, but interesting that a lot of brands are doing and kind of like at their own risks.

[00:16:40] And it's not like far black hat-ish. It's kind of like depends on your interpretation. So one thing I'm excited about is kind of like you mentioned this possibility of what, like any brand for themselves, determines like what's great hats, like what's allowed in terms of Amazon data protection policy or, or different or tos.

[00:16:58] And because I deal with like Facebook and Google ads, it usually comes down to kind of like either like data protection policy or the privacy of like the Amazon customers or. Amazon Amazon customers. I'm, we're talking about things that are like, one of the things I'm really excited about is. What, like some brands are doing what you could be doing.

[00:17:19] That's kind of like stretching that realm, but it's ways of like really effectively doing Facebook targeting and doing Facebook ads in a way where it's like, Oh, like, Oh, is there like privacy concern with that? But you know, each brand has to be careful, but it's essentially like, There's ways that I publicly talk about kind of like getting audiences and kind of like doing like how you're targeting ads, things like that.

[00:17:44] Cheers. But there's a few things where like, in a couple of years, I've really never heard anyone talk about. So I want to share a couple of those things. That's basically like audience and like Facebook ad targeting related. So that's one of them. I got excited talking about that. And then I forgot the rest of the question.

[00:17:58] Oh, okay. Like three to five topics. So, so that was kind of like one example.

[00:18:06] Take your time, Dr. Yev. I knew you were excited to talk about all these things. Like I said, I could just see it in your energy. I could see it in your excitement, but take your time. If you needed a couple more minutes to figure out what exactly you'd be wanting to talk about. Yeah. So aside from that one, that's very like Facebook ad.

[00:18:23] Targeting hacks. So then the other ones would be, as I usually see how I mentioned before this diversity of Amazon brands, because I'm kind of like coming at it from a software perspective, I have a broad view. So one advantage that I interact with so many agencies. So as opposed to how one agency may have certain

[00:18:41] Processes that they use is like, here's the best practices. I see, I see an interact with agency, like a lot of agencies. So I see the diverse best practices where it's like this brand or agency may be doing it this way. And it's working really well. And some other agency completely opposite way and it's working well.

[00:18:57] So I can like connect those pieces and talking about what are the analytics that some brands and some agencies use, and I said, you don't need topper for this. It helps, but you can do this all yourself. What are ways where, like, how do you actually combine the data? What data do you look at? And it's things like, you know, like combining, like add to cart and purchases, looking at formalized ratios, there's kind of like simple step with the customer, but in a way where.

[00:19:27] One of the things that I've never talked about is how to do proactive attribution ads. Actually, we have to decide how much I want to talk about it because I've never actually talked about this and it's a way of how can you like, like plug in that leaky bucket of attribution. There's certain things that you can do of making sure that like, essentially you have to, you have to track, like, I know people talk about ranking, but for the ranking to be effective, you have to do tracking effective.

[00:19:53] And that's kinda like my jam. It's like, what are things related to. Tracking guide where you can then make better decisions for your ranking to be effective. So, so that, so that topic is specifically like, what are the different sources of attribution that you're able to do something that I've always talked to him.

[00:20:09] And I was like, alright, like, you know, some brands there have a presence, you run a Facebook ad to Amazon or to your website. And then some people go and shop on eBay. Anyway. That's like, it's a very small percentage. It's like 1% of all Brown, but like you plug in the leaky bucket that way, but there's like six other methods that three other ones come with that.

[00:20:28] But then a couple more that it's just like, I only see the most advanced brands doing it. And they feel like maybe because they have more resources or they're more experimental, like some small brands, but don't have a lot of like resources or team members, but they're very experimental. So they actually may have an advantage over big brands have experimented with a certain metric.

[00:20:47] I've been able to I'm like how they're looking at our Facebook data to make decisions, how they're adding in certain bidding strategies to be able to just making sure that. Facebook sees them as a more valuable advertiser than other ads. So that's getting a little bit more into Facebook older than, and some of those, some of those tactics on making that more effective.

[00:21:10] So that's a couple more, let me know, like how much more, like more detailed you want me to get as the like three to five topic examples. Yeah. I thought you, I thought that was plenty. Like you, you really have a tremendous arsenal of information to give out to people. And I just wanted to be willing to do that.

[00:21:28] I'm sure people would love to already hear about every single topic you mentioned. So I for one know it's going to be difficult for how you like to pick something to say, hey doctor, you haven't talked about this because like I said, I can just see it in your voice, in your, in your face. I can see it in your excitement and your actions and the excitement in your voice as well.

[00:21:45] Just tells me that they're all topics that you absolutely. So it's going to be difficult enough with those doctor yet. So you don't even have to worry about continuing to move forward with that. But let me ask you another question. It's a little bit going back to something you said earlier, but you mentioned earlier that a lot of these big brands and it was kind of Howie mentioning it to have a lot of this spill over traffic.

[00:22:07] Could you explain to me any kind of trends that you see big brands moving towards right now in terms of paid traffic as like, where are they sending it to? Are they sending it straight to their sites now? Are they sending it to the mini chef clothes? Are they sending it to their Amazon listings? Where exactly are the big brands putting all their money right now?

[00:22:26] Yeah, this is you have to take customer centric approach as possible. This has the highest chance of success, meaning that it's as targeted of a landing page as possible for the exact demographic, for the exact problem that is being solved for, for what solution that your product is solving. So it's essentially, it's a Facebook ad to some sort of.

[00:22:51] A funnel asset that you control, meaning that it might be a landing page. It may be like some sort of chat bot like this, this varies across brands. There's like no patterns. There's many challenges that a landing page is it like the Shopify page? So they made their home page look like a landing page site varies a bit.

[00:23:07] But it's an asset that you control that is very deep into like the psychology of the buyer. So it's like that very specific product. Like that's the most scalable, this is where there's just tons of Browns that are spending tens of thousands of dollars per day on Facebook ads of getting sales that way through their website.

[00:23:27] And then like, that's still over topic where like example Howard said where it's like, you know, some brands have maybe 20% halo effect. Uh, like it's usually like 12% for most brands. So if you're like 10 to 50% spill over topic and your Amazon is getting amplified, getting like rent and directly, like, that's a huge bonus, but you have more control of like overall with Facebook ads, then the Amazon ad, just because like there's more creative, more like you can change.

[00:23:54] There's more things you can test on the Facebook site. So that's the most scalable that I've seen with the highest chance of success. And that's too. A very like niche down landing page. That's on your, on your site, the followup after that, this is either through email or on the thank you page, or even like whether it's an exit popup or a

[00:24:14] A follow up ad. This is where you can bring in more of an Amazon element. So this is very common too. And this is for brands that are like, wanted more action on Amazon, as opposed to their website. This is where you start bringing in language that's Amazon related or offers then your product and offer strategy and your pricing strategy on Amazon versus your websites starts kicking, kicking in.

[00:24:37] So this is other group of upsellers, but what's not, like I said, kind of the things that are worrying, what's not working. Facebook ad directly to Amazon. Like some brands have figured this out, but the only brands that have figured this out is because they spent like thousands of dollars on experimenting every day to find the ads that are converting and tracking so many different ways.

[00:25:02] Just to have a high enough conversion rate where it's not like junk traffic. So this is like really far to figure out some brands have, but. Your chance of success is like 10 times higher. If you have some sort of like funnel process in between that. So it's like, you know, yes, people talk about, you know, growing your audience and building your team email, but a chat traffic to Amazon, like it's possible, but I just don't see like most brands converting on that.

[00:25:30] Okay. So yeah, I love it. That you're here because we could always beforehand we could we'd Deek out onto Amazon and other external traffic and stuff like that. So a lot of the people that we have on this PPE 2.0 that we're having is actually a lot of, we talk about a lot of external traffic and other new strategies that we didn't ever talk about before.

[00:25:53] So this is, this is one reason why we're kind of. And I always want to ask you another question. What kind of problems do you see Amazon sellers? Aren't right now in 2020, that's having go ahead. What types of problems Amazon sellers will be having? So this is where

[00:26:15] I hear a lot of people saying something like, I agree with this part of that, like innovation will always happen, meaning that know, even through like the current, like pandemic and everything's happening. One of the things that Amazon sellers are a very resilient bunch, like, right? Like, do you guys know this?

[00:26:32] Like in our communities aware a lot of sellers that like struggled, meaning that they just happen to be in the travel category, a lot of those sellers already onto something else, or they partner with someone else, they already know the Amazon ecosystem. So they adopted and they figured it out and they're like another category or.

[00:26:49] They adjusted their product and like maybe now it's back. So depending on how much resilience they had, so that opportunity for resilience innovation will be there. And I actually heard like Amazon elite talking about this. I think like one of your other calls is that is that opportunity to innovate will always, always be there.

[00:27:09] So the act there's actually a problem associated, associated with that. How much do you focus on a certain project that you're doing? So a product, a problem could be that you either. Not focusing enough or you're not diversifying enough. So you have to find that balance of when you're switching around and about focusing on the product that you're building.

[00:27:32] And at the same time I'm focusing on, it's kind of like a different level picture. So that way you're not stuck in what you're doing, because maybe you're like in the wrong direction. Yes. You're focusing on it like a certain product that you want to like grow, but you're looking in the wrong direction.

[00:27:46] So you're focusing on as a, not gonna grow. So you have to have that opportunity to be able to. Think about like this other perspective, and this is where, um, some sort of like partnerships, so collaborations speak to me. They kind of like expands your perspective on, uh, making sure that you're, it's not focusing in the right direction.

[00:28:00] So, so a little bit coming back, two problems that Amazon sellers will faces that is that because lifestyles are changing, there's so many things that are going to be changing, like with this new normal. There's not going to be like, here's how it works. Like that's not going to happen as much as before.

[00:28:15] So it's like, there's a new way of doing it all of the time. So it's going to be confusing for a lot of sellers, especially for newer sellers. Like, alright, what do I do? Because the best practices that I'm hearing people say. Maybe that applied a year ago, but now he knows what the best practices are because we're in the new normal.

[00:28:31] Right. So I think the problem is going to be, how do you adapt to an even more like changing environment? And I think for that, you have to get a lot into whether it's like personal development of like, how, how do you deal with change that way you don't get like. Frustrated, like, it's fine. Getting frustrated, stressed out, but you have to know how to overcome that, like really fast.

[00:28:52] So it's, so it's kind of those other personal side of being able to like deal with this changing environment of how do you pick a product and then do marketing for Amazon products and dealing with that because things are changing so much. And then the other part, what a lot of this, this is a problem where a lot of Amazon sellers don't do this.

[00:29:10] I feel like in our community, some doing is a lot of Partnerships collaborations. And maybe it's kind of like this closed off perspective where like, you don't want to share like keywords or products. So people like don't do that. But in a way, if you have early Amazon sellers that have like very similar products, they're both starting out and they're spending, let's say $5,000 each or something, you know, that's kind of like manageable.

[00:29:32] Like maybe they'll have success. Two separate brands. We combined this $5,000 and it's $10,000 for a launch or a campaign, even if it's the same brand. Like, yes, they're sharing success, but it's so much higher chance of that working out rather than doing it separately. So I feel like this problem is kind of like the lack of collaboration and, and some people are very collaborative.

[00:29:53] So I don't know if it's a mindset thing or kind of like it was on ecosystem. So I think that's a problem that can be overcome and different. Partnerships where it doesn't give up like your full freedom. So I feel like some of those problems, I might have a couple of other problems in mind that are more like technical from a Facebook standpoint.

[00:30:09] We can, after this example. No, that was good enough. That was pretty good. Yeah. I've always seen problems where like these. Amazon sellers are all over the, you know, like Facebook asking questions on groups and stuff like that. A lot of them I see is that they do ask questions about it's hard to follow through it's for them.

[00:30:31] It's hard to, to go and try new things. They have that roadblock on, Hey, I'm kind of scared to try new things. I'm scared, you know, so right now today's, I would say like for our masterminds, We have great content, right? They have to come in and try to learn these new things, these real new things that people are talking about that really works as well as execute.

[00:30:53] You know, that's the problem that I see a lot of them do. They're just like stuck on one thing, which is the old, old days old style stuff. But yeah, right now, like, like you said, there's all these new things. There is external traffic, there's all this stuff that people haven't even tried. They're still doing the old.

[00:31:08] Like search, find, buy rebates, you know, and whatnot. Right. It works, but it's diluting the value of it. Now it's not working as much as before. Right. Would you agree? Yeah. So one last question on my side right here is also when we talked about problems. What about the opportunities you see in 2020 for Amazon sellers?

[00:31:28] Yeah, exactly. I was just thinking of like, all right problems, but there's always ways around it or there's different solutions. So I'm specifically to highlight the last point we were talking about whether it's Facebook ads and execution and trying stuff. This is where like, this is on the. Solution side.

[00:31:45] Is that Facebook, even though I'm like right now, like Richard, we're talking right now within, in the past several weeks, I've been worst week on Facebook ads for different reasons. Maybe it's because of like timing with the election and theirs and us. And then there's a, there's like so much stuff where so many immediate buyers are complaining about the worst Facebook performance ever.

[00:32:07] It's actually like after the pandemic things, really in terms of like Facebook, like in CPMs and costs were really great. Luis are like terrible because Facebook is probably experimenting something. But the reason I'm saying that is because there's still percentage of brands that have better performance than before.

[00:32:23] So even though right now, a lot of brands are talking about how things are like worse temporarily. Some brands are succeeding through that. So say, what are those friends doing? Oh, it's something you could do to have the opposite. In fact of what everyone else may be going through. And this is that experimentation or that ability to, you know, like Facebook ads.

[00:32:43] It's probably a bigger learning curve it's on because there's more you can do. So you have to have that mindset of like, alright, I need to hire someone to help me without it. This may be like MBA where maybe they don't know much, but at least they're going to save your time so they could create a campaign for you.

[00:32:57] And it may not be effective and they may do something that's like the old. Best practices and it's going to send my work, but it's going to give you time to think about it, right? Like what is the next level of that? Um, so the opportunities is that Facebook ads are always working. There's always something you can test that will.

[00:33:12] That will show you the data, like why something is performing well. So this is the, one of the things to keep in mind is that like you will always be able to. So that's the opportunity is that no matter how bad things are, you can always test something in a unique way. That's going to give you better performance than how anyone else is doing.

[00:33:28] And so that's kind of like a bit of optimism. That's always true in the, in the Facebook world. So, you know, like a lot of the people that we have on, I think Liz we're really relate to what you have to say, because he is really good with the outside, you know, Facebook ads and the funnels that you were talking about, the landing pages.

[00:33:49] I know even this, I think if she has her own like landing page kind of site right list, Yeah, that's what I'm saying. Like, he's just blown me away with all the information you shared. So I, for one am super fired up because I feel like a lot of people out there doing the same thing. So I feel a lot of people out there have their own landing pages.

[00:34:09] They kind of don't know what the next steps to take. They've heard things about driving Facebook, traffic to Amazon, but then they've heard not to do that. They've heard that that's a waste of time. So I think a lot of the analytics to doctor. Yup has collected a lot of the data. These collect is going to be extremely beneficial to anybody that participates in this.

[00:34:26] And like I said, I'm just kind of a new when it comes to that, how we, so you know, that I'm always constantly testing. I love to run these some faces, but I also have been banned quite a few times, so I'm sure doctor can potentially relate to that. Or he's had clients that have been banned on multiple occasions.

[00:34:43] So it's kind of a never ending battle with Facebook. So like I said, I'm fired up about all that information. Thank you. And this is one of the things that I want to highlight is that like the topics that I like to connect them and some sort of system, so I'm going to be going from like this framework of like, what's like, what are you actually doing?

[00:35:02] Like, these are the hacks of the tactics. And then as you go deeper, like how were you actually doing them? So that way it fits into strategies and framework. And then like the mindset that you have towards executing on the Facebook ads. And applying that to Facebook and then separately, Amazon connecting the two, meaning that like, I wanna like include the topic.

[00:35:23] Ranking cause that's like what we all want. Right. It's like that topic. I'd like the community already knows a lot of that. So it's like, how can you add a layer on top of it? Meaning that like, is there something we can be doing and that we're not doing. And then the insights, what insights analytics in your house to make what you're already doing more effective.

[00:35:41] So it's like, all right, data, we'll talk about that too much. So, but I want to like give more of an insight and analytics perspective on. Data, depending on like simplify it to make ranking more effective. And then like, in addition to those two, there's like, Like just really advanced stuff, but kind of like in the partnership realm, I kind of mentioned a few things, but it's to get brands to think outside of the box, kind of like six to 12 month timeframe of like, what else can you be doing to lead up, to increase the chance of success?

[00:36:08] So I like to type talking to these frameworks of like the hacks that I did, but how does it fit into a framework of you testing those hacks that way? It's not like I did a hack. It doesn't work. Well that's because you're just supposed to test it in the framework and then move on to the next time. So that's kind of like the approach that I don't want to take for like a, like a mastermind detailed talk, right?

[00:36:29] Yeah. Amazing stuff, doctor, you have, I just wanted to thank you on behalf of how he and I, for participating in this podcast. I know a lot of the information that you already shared is going to wow. Some people, but I, for one, like I said again, I can't say it enough. I sound like a broken record, but I'm looking forward to your talk for sure.

[00:36:46] At the second ever annual professor's pandemic events. So thank you so much for joining us some really appreciate it. I know how he does too. Thank you for having me. I enjoyed this talk. Amazing. So guys and girls listening right now, if you're excited to attend the second ever annual professors' pandemic event.

[00:37:02] And I wanted to say this much, the first one, the reviews were crazy. They were fired. There were people. Just up in arms saying how it had been the best online virtual, it was an event and one of the best Amazon events that they've ever attended, not only the fact that you got these 12 to 13 experts sharing their strategies, and we're talking about multimillionaires as much as $15 million a year.

[00:37:25] On Amazon sharing the very strategies that they use in their business day in and day out. Not only for that, but for the fact that we took interacting and networking to a whole new level. So not only will you get to get to connect with the speakers and Howard himself, but you will also get to it.

[00:37:41] Interact with your fellow mastermind attendees. There's going to be one on one interaction, virtual teams on there, put together where you get to talk with other Amazon sellers and share your problems, your strengths, your weaknesses, and the strategies as well. And we will as usual crown the smartest Evernote.

[00:37:58] I just want to remind people that a lot of people that have been crown smartest, Mark, we'll be speaking at this event, including. Three sellers that make a combined $35 million per year on Amazon. And it's a three. How are you? I know you're pumped up about that. Talk. Can you tell a little peep people a little bit more about that?

[00:38:15] That's before we say goodbye here, and then we'll let people know the details about how to find more information about your event. So these, these before with when Paul was on Harvey was on the last call, but it was really about these three men, three T three person team that can get actually up to $35 million in sales.

[00:38:34] You think about it that's efficiency right there. The home I've been into a lot of big sellers before I've been to sellers and I'm making $650 million. I think that I was with you. Write this with a wonderful, wonderful. And I've been to $1 million seller or billion dollar sellers, plus offices and stuff.

[00:38:53] They have a lot of people, but you think about it. There's like three, 3000 people or 4,000 people. Plus these guys are crazy. They're like a three man team and they're getting about $35 million. Divide that by three that's over $12 million and say pull million dollar per person in sales. That's crazy.

[00:39:13] Yeah, it's a three man team and we were at Rhonda full and they had 3000 employees managing that for us. I think it was 600 million, but that was 3000 people at their desk doing nothing but Amazon. So three person team doing 35 million a year. I'm pumped about that. And as I said, 13 other experts. So if you want to find out more information, you want to head over to

[00:39:37] forward slash PPE and the number two. I keep forgetting that two. So for those of you that are going to PPE, we're also going to try and go to I did remember because if I forget Howie might give me a knuckle sandwich, when I see him the next time, Live and in person.

[00:39:56] So I am not forgetting this time. but I look forward to you, all you guys there and to find out more information, we also will be having a webinar, which we'll talk about in a future podcast. So you want to make sure you don't want to miss any of these, but again, last one, Do not spell it out, just put the number.

[00:40:14] But other than that, thank you so much, Dr. Yev. It's been amazing and Howie, as usual, he's always amazing. I look forward to seeing both of you guys at the event and take care of everyone. Thanks guys. 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.

[00:40:36] Your host Howard Thai generates over $5 billion for his clients annually using innovative tactics, both on and off Amazon.