System X v4

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DISCLAIMER
Every effort has been made to be accurate in this publication. The publisher does not assume any
responsibility for errors, omissions or contrary interpretation. We do our best to provide the best
information on the subject, but just reading it does not guarantee success. You will need to apply every
step of the process in order to get the results you are looking for.
Some examples of past results are used in this publication; they are intended to be for example
purposes only and do not guarantee you will get the same result. Your results may differ from ours.
Your results from the use of this information will depend on you, your skills and effort, and other
different unpredictable factors. We do not assume any responsibility for what you choose to do with
this information. Use your own judgment.
It is important for you to clearly understand that all marketing activities carry the possibility of loss of
investment for testing purposes. Use this information wisely and at your own risk.
© 2017 FREE TRAINING: The 7-Step System For Earning $1000/day With Super Simple eCom Sites >> http://www.EmpireSystems.net
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INTRODUCTION AND OVERVIEW
The goal of the System X manual is to help you build a successful online business by creating and
marketing your own brand and building out a series of physical and digital products within it.
Though lengthy, this guide does not contain pages of long winded instructions, fluff, waffle or
theory. I don't cover information that you can Google yourself, find for free and implement with a
small amount of effort. For example, I do not explain about how to buy a domain name, set up
website hosting, or create an Amazon or Facebook account.
This is knowledge that can be learned from the help sections of the platforms that provide these
services. I haven't included this type of information is because I don't want this manual to get
bogged down with 'filler'.
My Story: From Failures To $30 Million In Sales
Over the past decade, I have tried and tested pretty much every single online business model
there is. I've tried all forms of advertising and all methods of business building. You name it, I've
done it. I've had some big successes (two six-figure businesses, one seven-figure business). I have
been responsible for over $30 million dollars in online sales. I once even bought a one word
“dictionary.com” domain name for $32,000 and sold it 15 days later for $125,000.
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The majority of my ventures have been successful. However, I've also had some pretty painful
failures too.
Example 1: Two years of hard work was wasted (along with $150K cash) on an app project that
failed because Apple brought out a similar product as default on iOS7 just prior to my own launch.
Example 2: I spent 18 months successfully getting onto the first page of Google US for the term
“credit cards,” only for Google's Penguin update to hit my site seven days after I got there,
obliterating the rankings and causing it to die overnight.
These are just two examples. With the successes and failures I‘ve had, I now have a very clear idea
about what makes money, what has the best chance of making money in the long term (very
important), and most importantly, what is worth spending time on.
Building A Successful Online Business: 6 Essential Steps

Through experience, I have found that the following set of rules makes it considerably easier to
build a successful business online.
▪ Have a great brand name (and domain name, preferably a one-word .com).
▪ Go into a market where you can offer products and services in a variety of formats so you
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can cross-sell.
▪ Focus your energy into ONE proven market to begin. Diversification is important in some
ways, but trying to do too many things at the same time never gets you anywhere and often
leads to failure.
▪ Offer a small number of very high quality products presented exceptionally well.
▪ Have excellent attentive customer service. Treat your customers like gold. Even the pain-
in-the-butt ones.
▪ Initially sell your products on platforms that ALREADY have traffic so you put your efforts
into optimization and MAKING cash quickly.
▪ Spend any ad money sending people to a central website first, allowing you to build an
email list of people interested in your market. Then, when you launch new products in the
future, you already have an audience to sell them too.
Even though the above may seem obvious in practice, it is actually quite difficult to stick with,
especially with new opportunities and shiny objects distracting you along the way. But when I
follow the above rules, things always work out and money always comes in, and I am currently
running (and continuing to build up) three successful businesses by following them.
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System X: Process Overview:
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PHASE 1: SELECTING YOUR PHYSICAL PRODUCT
Conducting Product Research

Begin by downloading the research spreadsheet provided in the member’s area so you can begin
adding in potential products and data.
Download the spreadsheet from here
To begin, pick the platform you’ll use to sell your physical product:
▪ Amazon.com marketplace (US – has the largest traffic volume)

▪ Amazon.co.uk marketplace (UK)
▪ An Amazon marketplace for another country (Canada, France, Italy, Germany, Japan, Spain
and so on)
Amazon US is preferable because of the larger traffic volume and potential. However, if you lived
in the UK for instance and wanted to sell on Amazon.co.uk that is fine.
Once you choose a platform, you can begin researching products that are proven to sell.
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Your goal is to create a list of 30 or 40 products ideas.
Your first product should be simple – avoid anything ground-breaking or unique. The simpler the
product, the quicker you can move forward. For now, get an initial list together and add your
product ideas into the spreadsheet under the ‘Amazon Products’ tab, within the ‘product
description’ column.
When you are looking for products ideas, use this initial set of criteria:
AVOID these types of products:
▪ Products that appear to be selling for under $10 across the board. Think about multi-pack
possibilities (i.e., three pencils may sell for $1. However, a pack of 50 could sell for $30).
▪ Products within categories that require Amazon approval. A list of those can be found here.
▪ Products that use electronics.
▪ Big/heavy products that would be expensive to ship.
▪ Products where you would need to offer many sizes, colors or other variations.
▪ Products that need to be assembled by the customer.
Instead, look for products that:

▪ Are simple and uncomplex in structure.
▪ Are light in weight.
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▪ Are not too bulky.

▪ Would be inexpensive to manufacture
▪ Would be easy to 'Private Label' (i.e., able put your brand name on the actual product and/or
the packaging)
▪ Are in markets where buyers would also be interested in other product types. For example:
someone buying golf-related tees would also be interested in golf balls, golf gloves, golf hats,
and so on.
Here are some examples of GOOD product ideas.

(for the reasons that I list above)
▪ Baby Bottles
▪ Running Belts
▪ Jump Ropes
▪ Gym Chalk
▪ Exercise Discs
▪ Golf Tees
▪ Hand towels
▪ Reflective vest (for running)
▪ Business card holder
▪ Kick mats for car seats
▪ Stainless Steel Kids drinking cups
▪ Running Gloves
▪ Yarn
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▪ Copper Mugs
▪ Vinyl Sheets
And here are some examples of BAD product ideas:

▪ Dog beds (Too large to ship. Dogs also come in different sizes. Woof.)
▪ Car Seat (Too big. Would need liability insurance possibly)
▪ Home Cinema System (Too big. Electronics category which is restricted)
▪ Socks (Would need to offer many size and colour options. Clothing category is also
restricted)
▪ Weight Lifting Equipment (too heavy, clearly)
Here are three methods to find product ideas:
Method 1: Go to the Amazon website that you wish to sell on and locate the 'best sellers' page.
Products that are found on these pages obviously sell well. You can search through main
categories and sub-categories looking for ideas. The best seller’s pages are located here:
▪ http://www.amazon.co.uk/Best-Sellers-Welcome/zgbs/ in the UK
▪ http://www.amazon.com/Best-Sellers-Welcome/zgbs/ in the US
Method 2: Do some general browsing in the main Amazon directory (the drop-down link called
'shop by department' is located at the top left of the Amazon homepage and select 'full directory.’
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Method 3: Once you have found some initial ideas for general markets and products, go to
Amazon's search bar and type in the main broad keyword for the market to generate additional
product ideas.
For instance, if you had yoga mats as a product idea, by typing in 'Yoga', Amazon will start to auto-
populate with product suggestions based on search popularity. In the case of 'yoga', you can see
additional ideas like ‘Yoga Socks’, ‘Yoga Block’, and so on.
The following image demonstrates methods 2 and 3…
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Testing Product Viability in 6 Steps

After creating a list of initial product ideas, you will now need to do some additional checks to
assess viability. Namely:
▪ Buyer volume
▪ Seller competition
▪ Product Price
▪ General traffic volume
▪ Facebook Reach
First, identify the Main Product Keyword:
Before you can begin your assessment, you will need to identify the main keyword for each
product idea. To do so, put yourself in the customer’s shoes and imagine what they’d search for.
The main product keywords for Yoga Mats and Golf balls would simply be 'Yoga Mats' and 'Golf
balls'. However, if you identified a product that’s inclusive of a brand name like 'Tritan Bottle', the
keyword would be the actual product. In this case, the keyword would be ‘water bottles.’
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Once you have identified the main keywords for your product ideas, add them into the
spreadsheet (in column B) and move onto the tasks below. Moving forward, use the spreadsheet
to put additional information into its appropriate columns.
Step 1: Gauge Buyer Volume
To check buyer volume, you will need to assess the BSR (best seller rank) of the top-ranking
products that appear when you search Amazon for your main product keyword.
If the BSR's are HIGH, this indicates that the buyer volume is likely LOW. It wouldn’t be worth
moving ahead with a product since you won't be selling much, even if you hit the top rankings.
Do the following: Type the main product keyword for each product idea into Amazon's search bar,
making sure you have 'All departments' selected.
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When the search results appear, make sure 3 out of the TOP 5 listed products have a BSR of
5,000 or under for the top level category that the product is listed in. You will need to click through
each product page and scroll down to find the BSR number. See the image below on how to find it.
Step 2: Determine Seller Competition
If the BSR numbers are viable, you can then move on to assess seller competition.
At a high level, seller competition can be determined by the number of reviews the top-ranked
products have.
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Generally speaking, the more (positive) reviews a product has, the higher Amazon will rank it and
the more difficult it will be to beat in the search results.
If you are competing against 3 products, all of which have 1,000+ reviews, you’ll need to sell
thousands of products to get as many reviews. It would take a long time to get top rankings. Make
sure the top 3 products that appear in the results each have MORE than 50 reviews but LESS
than 750 reviews.
IMPORTANT NOTE: Choosing a product that has a low BSR (meaning it

definitely sells well) is more important than matching the above ‘seller
competition’ criteria. In fact, the above seller competition criteria should be
used only as a guide. This is because every product type has competition
on Amazon and as you will see later on, you will start driving traffic to your
product listing via social media and won’t need to compete for Amazon
rankings to start making sales.
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Step 3: Assess Product Price
Assess product price for each product type that passes the Buyer Volume and Seller Competition
criteria. Make sure the top 3 products listed are all priced over $10, but under $75. Look at the
'sale price' if the product is on sale rather than the non-sale price.
Recommendation:
There is a great tool called ASINspector that helps with this part of the research. Rather than open
product listings individually, you simply click a button when you are on any Amazon search results
page and it will give you all the information you need in one snapshot. It also gives you the
estimated amount of revenue a product is generating monthly.
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You can find out more about ASINspector here.
Step 4: Check Traffic Volume
Although ASINspector provides a wealth of information, I recommend that you dig a little deeper.
The more research you conduct on your potential product, the more likely you are to hit the
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jackpot with a product that sells.
To assess general traffic volume, use either Merchant Words or Google's Keyword Planner tool (or
both). You want to see a volume of at least 5,000 monthly searches in Google and more than
20,000 in Merchant Words.
For the Keyword Planner, type in your keyword and select the parameters. Then go to the
Keyword Ideas tab to see the volume for specific keywords.
See the image on the next page.
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If you want to use Merchant Words, which is an excellent (paid) tool that estimates actual traffic on
Amazon, type in the main keyword, search, then sort by volume. Click the link below here to
access a great discount organized by our team.
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During this process, you may also find related keywords or other product ideas that also have
good traffic volume. This is a good thing. Conduct full research on those products, too.
Add the traffic data into your spreadsheet.
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Step 5: Test Potential Facebook Audience
Next, make sure there’s a targeted Facebook audience that you could market the product to. The
audience needs to be at least 500,000 people. Preferably, it should be more than that.
Log into Facebook and go to the 'create ads' link via the drop down to the top right of the page:
Then select the 'Send people to your website' ad creation option. Do the following:
▪ Enter the country where your Amazon product will be selling.
▪ For the age range and gender, think about who would be buying the product. For instance,
for anti-ageing face cream, your potential customers are probably females between the ages
of 35 and 50. For water bottles for sports, gender would be ‘All’ and the age could be 20 to
50.
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There are a couple of methods to assess audience size for a product. Which one you’ll use
depends on the product you researching.
Method 1: Type the

broad market keyword
(NOT the main product
keyword) into the
'Interests' area to see
how many people on
Facebook have tagged
this area as an interest of
theirs. For instance:
▪ For yoga mats you

would type in 'Yoga'
▪ For golf balls you

would type in 'Golf'
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In some cases, you may need to be more specific. If you were doing research for a dog collar
specifically for Labradors, you would not type in 'dog'; you would type in 'Labradors'.
Method 2: Alternatively, you may need to use the 'More Demographics' option to find your
audience. For example, if you are trying to gauge the size of an audience interested in 'Hooded
towels for babies,' that specific product would not be something that people would list as an actual
'interest' on Facebook. Nor would 'babies'.
Instead, you would find this audience by selecting:
Browse > Demographics > Parents > All Parents > (01 – 02 Years) Parents with Toddlers
Browse > Demographics > Parents > All Parents > (0 – 12 Months) New Parents
Parents with a child from 0-2yrs would be the audience for this particular product because they are
most likely to use it daily.
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Facebook offers many options for finding your target audience using the ‘Browse’ feature.
Record the Facebook audience size in your spreadsheet.
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Step 6: Refine and Confirm Your Product List
To start, you should have a list of 30 to 40 product ideas. After adding all the data into the
spreadsheet, you can now refine this list to 5 - 10 viable products that hit all the criteria.
You can now take this refined list and move onto the next stage.
As I mentioned, don't stress about the potential competition on Amazon. Your traffic will come from
Facebook and your email list. It is MUCH more important to focus on the viability of the
product in terms of buyer volume, potential audience, longevity of product, and product line
expansion potential.
Keep in mind that you don’t need to be selling new and unique products. People make hundreds of
thousands, even millions of dollars per year, selling ‘stupid simple’ products.
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Testing Product Profitability

You should now have your list of viable products. It’s time to determine which could be the most
profitable on Amazon. You will need to:
1. Make sure there are suppliers for each product

2. Determine cost per product
We will delve deeper into choosing suppliers in a moment. For now, follow these steps:
▪ Go to www.Alibaba.com and type the name of the product into the search bar. Find two or
three relevant suppliers and see roughly how much you will be able to buy each product unit
for (/Piece). Don't worry about 'minimum order' numbers, 'FOB' (free on board) or anything
else at this stage. Focus on unit prices which are displayed like this:
US $7-11.8 / Piece( FOB Price)
▪ Once you determine what each product will likely cost, head to the Amazon Calculator. Keep
in mind you are going to be pricing your product slightly higher than your competitors and will
make more profit than them for each sale. Open your spreadsheet again, look at the top 3
ranked products for each product idea, locate the most expensive of the three, and add 50%
to the price.
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▪ Add this information into the calculator as shown below, along with the other relevant
information and make sure that you are clearing at least $10 profit per item you sell. Here is
an example for 'yoga mats':
Firstly, in the section below, type in the name of your product and press search…
Then select a similar product to the one you are considering selling. It does not need to be
identical. You are essentially selecting the category where your product will sell, along with the
size and weight of the product so Amazon can calculate the fees.
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Once you have selected a similar product, in the Amazon Fulfilment column (NOT the ‘your
fulfilment column), add in:
1. The item price

2. The ship to Amazon cost
3. The cost of product
In the below example, I have done the following:
▪ I looked at the most expensive Yoga mat in the top three ranked products on Amazon which
was $30. I added 50% which works out at $45 and added that price into the calculator.
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▪ The 'Ship to Amazon' cost is what each individual unit would cost to get to Amazon from the
manufacturer in China or wherever your supplier is located (including any FBA Inspection
fees - see later sections). For instance, if the total cost to ship 100 yoga mats was $400, the
cost to ship each unit works out as $4. (Once you are in contact with suppliers, you can ask
them to quote for the shipping cost to get an exact number).
▪ To work out the cost to acquire each individual item, I looked at the top 3 suppliers in Alibaba
and worked out an average cost per yoga mat of $9.
See the image on the following page…
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As you can see, the net profit to me after Amazon fees would be $15.10. Which is above the $10+
profit threshold that we are ideally looking for.
Therefore, this product passes the initial profitability test.
You will need to do this for all the remaining products you have in your spreadsheet. Archive any
product that does not pass this profitability test. There are some additional costs to factor in, but
this initial assessment is sufficient for now.
By now, you should have a good idea of which products on your spreadsheet have the most
potential by looking at the traffic data, audience size, potential profit per unit sold, and so on.
Now you’ll choose you top 3 product options and conduct further research. Keep your other
product possibilities documented separately.
Finding the Right Suppliers

Now it’s time to find suppliers who manufacture these three products. First, do a Google search
and try and find a supplier in the country where you will be selling the product on Amazon.
Even if you have to pay a little more, dealing with a local supplier will be easier in most cases.
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There could also be a USP (unique selling point) if you can say that your product is manufactured
in the country that you are selling and marketing it in.
To do this, search for your name in Google with the word ‘manufacturer’ and the country at the
end. For example, ‘Yoga mat manufacturer USA’. You could find some potential local suppliers,
although most products would require an overseas manufacturer, which is fine.
Here are the steps to take:
▪ Go to www.Alibaba.com and sign up for an account.
▪ Type your main product keyword (yoga mats, dog collars, etc.) into the search bar and see
what suppliers appear.
▪ Only look at Gold suppliers of 2 years or more, who have had: an on-site check, have been
assessed, and have trade assurance. You can use the filters to only show these suppliers.
Also look at the 'response rate'. If it is low, under 60%, I would avoid that supplier because it
could be a sign of bad communication.
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▪ Identify three suppliers for each of your top three products who look to be credible and
organized and whose products look to be of a decent quality. Do they have plenty of images
of the product? Detailed descriptions and specifications? Photos of their workshops and
offices on their Alibaba page?
▪ It is also best to deal with suppliers who specialize in one type of product or a small number
of products in the same category. Avoid suppliers who have a huge range of products, as
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they may be wholesalers rather than the actual manufacturer. For instance, if one of your
potential products is microfiber towels, you would want to deal with a company like this who
focuses solely on that type of product, rather than a company like this who deals with a large
variety of products.
▪ Record the Alibaba URL's of these suppliers in the 'Suppliers' tab in the research spreadsheet
and add in the stated MOQ (minimum order quantity). The MOQ and product price can be
negotiated, so don’t be scared away by these numbers.
The next stage is to send each supplier a polite and clear email explaining your interest in the
market. It should look something like this:
“Hello,
We have a popular sports goods ecommerce business in the US and are currently looking to
expanding into Yoga related products.
I was looking at the yoga mats you have displayed on Alibaba and I have a few questions:
(I am specifically looking at the black nylon mat 180cm x 90xm)
Would you be able to add our brand name onto the yoga mat itself? Do you supply packaging? If
so, are you able to add our brand logo onto the packaging? If you do not do packaging, do you
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know a company who does?
Would it be possible to send us samples? If so, could you let me know the cost and how long it
would take to be shipped to the US? (We would be looking to order samples ASAP)
I see your minimum order is stated as being 500 units. I have no doubt that we will be able to good
volume on yoga mats, however, until we know that a mat style will prove popular and sell, 500 is
quite a lot of inventory to order up front. Would it be possible for our initial order to be between 50
to 100 units? Subsequent orders would be a larger volume. If this is acceptable, would you be able
to give me a rough idea of how much an order of 100 units would cost to manufacture and then
ship to mainland USA?
If we were to order 100 products initially in one style, with our brand logo on each mat, what would
the lead time on that order be?
Thank you for your time and look forward to hearing from you.
Regards,
Your Name
Of course, you will need to adjust to the message to cater to your product and shipping country,
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but the sample email gives you a good idea of what questions to ask and approach to take.
Send an email to each of the three suppliers you have found for each of your top three products.
You will be sending emails to nine suppliers in total. If they don't reply within two days, send a
follow up email. If they don't reply after another two days, move on.
Once you receive the information and numbers back, run them through the sales calculator again
to make sure you are going to be making a profit when selling the product on Amazon. Then add
the details into the spreadsheet (in the notes column of the suppliers’ tab).
Note: Giving a supplier your direct email address is fine. However, I would not give them your
Skype details or phone number at this stage, in case you decide not to move ahead with them.
Chinese sales agents tend to be quite pushy, and you do not want to get pestered. Unwanted
emails are easy to filter or ignore.
Alibaba Buying Requests
Another way to find suppliers is to submit a “buying request” within your account (pictured below).
In this case, you would post a request detailing what you are looking for and in what quantity.
This will be sent out within the Alibaba system and suppliers will get in touch with you if they can
provide what you are looking for. I usually find that writing the request in short bullet points works
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well and gets your general point across. For example:
▪ 500 pieces
▪ Made from carbon fiber
▪ Logo printed on product
▪ Plastic packaging
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Additional Cost Considerations

Once you’ve received the initial costs back from the manufacturer, you will need quotes for the
following costs:
1. Shipping Costs from China (or wherever your manufacturer is based) to FBA inspection. You’ll
want to send your initial inventory order by ‘air express’ (DHL, Fedex, etc.) rather than by sea. Sea
shipping looks to be cheaper initially, but there will be additional costs and complications -- such
as freight forwarding and customs brokering when your shipment arrives in the US.
Remember, even if sending by air costs an additional $500, for a batch of 500 products, that is only
$1 per product. It won’t make that much difference to your overall profit per sale.
2. FBA Inspection Costs. To stay on the safe side, you’ll want to send your first inventory order to
FBAinspection.com. They will receive, inspect and send your products to Amazon. They will also
be able to add your UPC code to your products and make sure the paperwork is in order (I’ll
explain more about UPC codes and paperwork later). This California-based company is very well-
organized and separate from Amazon. Using them will ensure that there are no mishaps when your
products arrives at Amazon. You should not fully rely on a Chinese manufacturer that you have
never used before to get all the paperwork and other intricacies correct.
You’ll need to get a quote on their services and add it to your spreadsheet. There is a section
further along which explains more on this.
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3. Product Packaging Costs. Make sure that you have any additional packaging costs worked into
your overall cost (we’ll discuss more on this later as well).
Selecting A Product to Move Ahead With

Once your suppliers have got back to you and you have all the numbers, run everything through
the Amazon cost calculator again to confirm you will be profitable.
Then, you’ll need to choose a physical product to move ahead with. The decision should be based
on the potential profits, traffic, audience and competition on Amazon. Once you’ve chosen your
product, send the manufacturer an email confirming all the costs to avoid misunderstanding later.
For example:
So just to confirm everything.
500pcs of [product]
Custom color of [product]
Logo on the [product]
Packaged in a box with logo printed on box
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4.9USD F.O.B
-- plus the air express shipping of approximately $1378
Is that all correct?
Ordering A Product Sample

The next stages are:
▪ Order a product sample from your manufacturer along with a sample of the packaging. It can
be an unbranded product sample. For now, you’re just looking at quality.
▪ While waiting for it to arrive, you can begin to think about brand names and packaging.
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Phase 1 Review & Action Plan

1. Conduct Product Research
a) Make a list of 30-40 potential products.
2. Test Product Viability

a) Gauge buyer volume using Amazon Best Seller Ranking.
b) Assess seller competition by checking customer reviews.
c) Assess product price (over $10 but under $75).
d) Check traffic volume with Merchant Words and Google Keyword Planner.
e) Narrow list down to 5-10 products.
3. Test Product Profitability

a) Make a list of potential suppliers for each product.
b) Determine product profitability with the Amazon fees tool.
c) Narrow your research list to 3 products.
4. Finding the Right Suppliers

a) Identify three suppliers and reach out to them.
5. Additional Cost Considerations

a) Get quotes for shipping costs, FBA Inspection costs, and product packaging costs.
b) Run the numbers once again to confirm profitability.
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c) Pick a product to move ahead with and order a sample.
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PHASE 2: BRANDING & PACKAGING

The aim is to be a premium brand. As I mentioned, people will always pay MORE for premium,
even on Amazon. 'Premium' wins because of the increase in 'perceived value', even if there may
be no difference in the actual product itself.
A good way to demonstrate this is with the jewelry market. Take two identical 3mm wide wedding
rings made in Platinum, one from ‘Tiffany’ and one from ‘Blue Nile’. Check out the prices:
Tiffany can charge double for the same product and still outsell Blue Nile because there is a
perception that because *it's Tiffany* and because the product is more expensive, it must be
superior, even though it isn't.
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It's not just about price. The power of the brand and the packaging is crucial too. Blue Nile
probably wouldn’t spend more than $5 on packaging and inserts. Tiffany, on the other hand, puts a
lot into their packaging: Tiffany-blue boxes, inner boxes, inserts, bows, ribbons, the works. For a
simple ring, they could easily spend $50 on packaging. But in terms of profit for this sale, they
STILL make three times more money than Blue Nile.
Think about it: when you open a new Motorola phone or Blue Nile ring do you get the same feeling
as when you are opening your new Apple iPhone or a Tiffany ring? No. This is not about product
superiority, this is about people WANTING to pay for that feeling. They WANT to pay premium. You
will successfully kill your competitors by charging more for a similar product, making their product
seem sub-par by comparison.
Note: Never mix cheap prices with premium branding. It will make potential buyers suspicious
and think something is wrong.
Here are the steps you need to take…
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Brand Name Research

The aim here is to think of a premium brand name and matching domain related to your chosen
market. Try to secure a one-word .com domain (although two words is okay). Owning a brand
name with its matching one-word .com domain name (i.e. Apple | Apple.com) increases the
perceived credibility and trustworthiness of the brand. Not only will this help to increase
conversions and sales, but it will also make marketing your products and services easier.
Of course, high quality one-word .com generic domain names cost big money and I'm not
suggesting you need to go out and buy yoga.com, dogcollars.com, and so on.
However, you can still register never-been-used high quality one-word .com names for a $10 hand
registration fee. They may not be descriptive domains and directly relate to your market, but this
doesn't necessarily matter.
Some of the biggest brand names in the world like

Apple, Coke, Virgin, Starbucks, Ikea, Reebok, Adidas,
Cisco, Unilever, Nestle and so on, have no direct
correlation with the products that they sell (Apple
doesn’t sell apples).
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One advantage with having a name that is not directly related to a specific product type is that you
can venture into other markets and product types under the same name and not have to go
through the whole process of finding and paying for new names, domains, registering trademarks,
and so on.
It can be time consuming trying to find a decent one word .com name that is available to register,
but it can be done. I use this excellent free tool to generate one word names (and domains) for
brands that I set up.
You can see how to use ‘Wordoid’ on the next page…
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Of course, if you don’t want to use a one word name and domain you can use something more
descriptive. For instance:
YogaFreaks.com
ProSports.com
HeavenlyCosmetics.com
MaxBurn.com
Once you’ve come up with two or three name ideas, check them against the US and UK/European
trademark databases to search for potential trademark conflicts. If there looks to be any conflict,
move onto a different name. You do not want any issues in this area at all.
The US database is here. The UK/European database is here.
Once you’ve decided on a name...
1. Register a domain name for the brand.

2. Set up a Facebook page with your brand name, choosing the 'brand or product' option.
Find additional instructions here.
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Creating Your Logo

Once you’ve chosen your brand name and have registered the domain, you will need a logo.
Each of my logos are clean, crisp and word-based. I generally use just one or two colors. Here is
an example I quickly put together in PhotoShop:
I suggest you try and do your logo yourself and save money for inventory or other outsourcing
jobs. To do this, I recommend learning the basics of Adobe Photoshop. You can get a 30-day free
trial now, and if necessary, pay a monthly fee thereafter.
I started to learn Photoshop about 12 months ago and I estimate that in this time, learning only the
basics and being able to do my own (text-based) logos and other non-complex design work has
saved me at least $20,000. If you would prefer not to do this, then outsource the creation of the
logo at either UpWork, 99 Designs, or Fiverr.
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If you want to try creating the logo yourself, do the following...
First, go to 1001 Fonts and type your logo name into the search
bar area that says 'Your Text Here'. Hit return, and you will be
able to see your brand name in hundreds of different fonts. You
can refine by font type at the top of the page.
1) Download the font and install it on your computer.
2) Open your free trial of Photoshop, create a 'new image', hit

the text button, enter your brand name, and adjust the colors,
font size, and so on.
3) Crop the image and save it as both a .psd and.png file.
View the image on the next page for instructions…
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Design and Organize Your Packaging

It is essential to have fantastic packaging because it will:
▪ Increase the perceived value of the product you are selling.

▪ Allow you to be able to charge more money for your product.
▪ Boost conversions.
▪ Increase your profits.
For your first product, arrange to have the packaging created/organized by the supplier. Your
supplier may not be an expert in packaging, but they’re likely have standard packaging you can
use or know a reputable packaging company who can help. You can always improve the
packaging if necessary after your product has started making sales and you’re looking into your
second (or perhaps third) inventory order.
Keep your packaging simple to save money and avoid production and quality issues and
delays.
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Look at Apple's packaging. It's simple, but arguably

the best packaging in the world, and an extension
of the product itself.
Personally, I follow in Apple’s footsteps and

stay simple and smart (which is why I prefer
simple, clean text-based logos).
I would choose a plain color along with your logo for the packaging – similar to what Apple does.
To make your packaging stand out, I would also suggest a very light colored packaging with your
logo in a dark color, or the opposite – a dark colored box with a white or very light colored logo. A
simple design will also cost less and makes it easy for the manufacturer to handle it in-house.
Design & Create Your Product Labels

If your logo (and UPC code) are printed directly onto your packaging, you won’t need a label. If
they aren’t, you’ll need to hire a freelancer, design company, or design it yourself using the
Labeley service. Once complete, send the label design to your supplier to print and attach to your
products.
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Consider including:
▪ The product UPC barcode (more details below)

▪ Where the product was made (in small text)
▪ Warning labels, or other information if required by Amazon (Choking hazard/suffocation
warning; not suitable for children under the age of X, etc.)
Alternatively, FBA Inspection can attach these three items when your products arrive in the USA.
Here is an example of a well-designed product label:
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Create Your Product Insert

A product insert is a piece of paper or card included inside your product packaging. Depending on
your product, use your discretion to determine if a product insert is necessary. Consider including:
▪ Your logo / brand name.

▪ A note thanking the buyer for their purchase.
▪ Any necessary instructions for the product.
▪ Your website URL.
▪ Details about your other products and services.
▪ An Amazon coupon code for a future discount on one of your products.
You can design your insert in Photoshop yourself, or get a

designer to create it on another platform.
Once complete, send the source files to the manufacturer, and ask
them to print it and include inside the packaging of each product.
Alternatively, have FBA Inspection do it instead.
On the right is a good example of a well-designed product insert.
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1. Brand Research
a) Find a one or two-word domain related to your market.
b) Check the names against trademark databases.
c) Set up a Facebook fan page with brand name.
2. Create Your Logo

a) Create a simple logo on Photoshop or outsource.
3. Design & Organize Your Packaging

a) Try to arrange to have your packaging created by your supplier.
b) Design packaging that is simple and clean.
4. Design & Create Your Product Label

a) If necessary, hire a freelancer to design your label or use Labeley.
5. Creating Your Product Insert

a) Decide if your product could benefit from a product insert.
b) Have the insert designed and sent to the manufacturer.
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PHASE 3: ORDERING YOUR INVENTORY

Once the sample has arrived, check the quality, and if everything is okay, move ahead with the
supplier and get your first inventory order confirmed.
Order no more than the MOQ. Even though ordering a larger amount of inventory would decrease
the cost per item and increase your profit per sale, it is important to keep the risk as low as
possible by ordering the least amount possible.
You will likely need to put down an initial deposit for your inventory with the supplier. In most
cases, this will be 30%. You will pay the remainder when the inventory is ready to ship.
It isn’t uncommon for a supplier to request payment via a separate company bank account instead
of Alibaba. Use your discretion wisely, but in most cases, try to pay through the Alibaba website to
keep you covered by Alibaba’s trade assurance policy. Alternatively, pay them through PayPal,
which also offers a level of protection.
Important notes:
1. When your inventory is complete, ask the supplier to send a few fully packaged products
directly to you so that you can take photos for your listing. It may also be useful for other
promotional activities.
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2. When your inventory is ready to ship, and before making the final payment, ask your
supplier to send you photos of the inventory to ensure everything is in order.
3. Ask your supplier to add a ‘Made in China’ sticker onto your product packaging as well as
a suffocation warning, if your packaging is clear plastic opp-bag packaging. You can design
this into your product label if you are using one – or have FBA Inspection attach it when
your products arrive with them.
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PHASE 4: PREPARING YOUR AMAZON PRODUCT LAUNCH
Launch System Overview

Once your inventory order is being prepared, you can move onto preparing your product launch.
The launch system discussed in this phase is something I have personally used to generate over
$30 million in online product sales.
It is the very same system that Apple used to build buzz about the iPhone 6. It is the same system
Walt Disney Studios used to generate over $500 million in box office income for the 2015 opening
weekend of the movie Star Wars: The Force Awakens.
And it is the same system that YOU can implement to make

instant sales of your Amazon product upon launch.
In fact, what I’m going to show you has a twist that makes this
system even more powerful. Here’s why: That $30 million in
product sales was NOT made evenly or spread out over a
several years.
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It was made in small, defined bursts of 7-day periods.
In fact, the $30 million was generated within 10 weeks total, using what I like to call “Flash
Launches”.
What is a Flash Launch? Well, it’s a little like a “flash sale.” It follows the same basic formula as a
normal product launch but is different in two crucial areas:
▪ The launch period lasts for a maximum of ONE WEEK (rather than being indefinite).
▪ Something of true value is removed PERMANENTLY from the market both within the
first 24 hours of launch, AND at the end of the launch week.
What is something of value? This could be a low introductory pricing deal, an incredible bonus or
some type of valuable content piece. I’ll talk more about this in a moment. There are two important
elements here that make a Flash Launch work exceptionally well. They are:
Scarcity
In human psychology, scarcity works in a very simple way: the less available
something is, the more valuable people perceive it to be – and the more they
want it. People especially don’t like to miss out on something that other people
have, and this forces them into acting quickly. For a vendor, this can lead to
incredible short-term sales and profits.
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Prelaunch
Big brands like Apple and Disney don’t just put a new product on sale randomly
and expect it to sell. They spend weeks beforehand, sometimes months, “pre-
selling” by releasing snippets of information such as trailers, demos, images
and interviews to build buzz and anticipation until the targeted audience is
whipped into a frenzy and desperate BUY. This is the ‘prelaunch’ phase.
Another important advantage of the prelaunch phase is: Most people need to see an offer or
product at least three times before deciding on whether to act and buy it. During the
prelaunch phase, you get the opportunity to present the product at least 3 times and give your
audience ALL the required information needed to make a purchase decision without having to do
any “selling” (as the product is not available for sale yet).
When you finally launch the product, your audience is already primed, convinced and ready to buy.
This results in a slew of instant sales as soon as the product live is live -- especially when you
throw in a 24-hour limited-time only launch day bonus.
This mix of prelaunch and scarcity is immensely powerful and can be utilized to produce massive
results, not only in the world of online product sales, but in almost any type of business.
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Launch Process
So how does this work in the context of your Amazon product? Let’s break it down into a basic
process:
▪ Create the product that you will sell on Amazon.

▪ Build a targeted audience (leads) who would be interested in your product by offering them
an incentive (like a free digital book) to sign up to your email list.
▪ Build trust with these leads by delivering value in the form of content and information during
your prelaunch period.
▪ Create your pricing discounts. You will need three price points in total (discussed later).
▪ Give your leads advanced warning of your product launch and announce a short-term,
limited time only deal.
▪ Continue building excitement and buzz via email communications until you launch your
Amazon product. Give your leads the date and time of launch.
▪ Get your product live and increase the price of the product after 24 hours to reinforce
scarcity.
▪ Deliver more value, information and content to your list throughout the launch week.
▪ Plan to further increase the price of the product again after your launch period has ended
and push the scarcity hard to your leads in the final 48 hours.
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Here is a flow chart that lays out the 3 phases of the launch process…
Next, let’s run through the steps you need to take to get started.
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Initial Action Steps
STEP 1: Determine Your Traffic Strategy
Regardless of the type of product you are launching, it is critical to build an email list of people who
will be interested in your offer during your prelaunch phase. To do that, you will need targeted
traffic.
There are two main options for generating traffic:
1. Use Existing Traffic and/or Email Lists: If you already have an email list and/or a good volume
of existing website traffic, you can use these audiences to promote your launch. However, you
should also consider building an additional base of fresh leads (using #2, below) during your
prelaunch phase. The more targeted leads you have, the more revenue you will generate.
2. Leverage Facebook Traffic: If you don’t have an email list, you will need to build one using
Facebook Ads. Facebook advertising is very effective because you can target people based on
interests, age, location, and other criteria, and send them directly to your prelaunch lead capture
page. There are other methods of generating traffic, but Facebook is by far the most effective.
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STEP 2: Product Positioning

There are several positioning elements that you will need to decide on before moving ahead.
Determine and focus on BENEFITS instead of features.
Your prospects are not going to buy your product for its features. They will buy based on what
benefits your product or service can bring them. Determine the benefits of your product and focus
on them. The examples below demonstrate why communicating the benefits of your product,
rather than the features, is considerably more effective.
FEATURE BENEFIT
12 video lessons are included Get more traffic, conversions and revenue following our
proven 12-part step-by-step video training
The iPhone 6 has 128GB of memory More music, more videos, more memories
This weight loss pill contains spinach This proprietary blend of superfoods will help you burn fat
Acia and green powder faster
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STEP 3: Create Your Sales Hooks
Create a message that will help you stand out from the competition. Communicate these sales
hooks in your emails during prelaunch and launch phases, as well as on your Amazon product
page. A great way to determine what your sales hooks are is to answer these questions:
▪ What makes you different from all the other options available to your prospects?
▪ Why should they choose your product over all other options available to them?
Another way to create an effective hook is with a compelling story. Stories engage people and get
them emotionally connected. If the story is transformative in some way (i.e., started with nothing,
struggled for years, and then became a millionaire) then they will keep reading or watching to see
how it unfolds. If there is a story opportunity you can tie into your product, use it.
STEP 4: Defining Your Scarcity Plan
Once you are set with your product and positioning, you can move onto the next stage -- defining
your scarcity plan.
Many studies show people are more motivated by the idea of losing something than by gaining
something of equal value. Therefore, you want to build scarcity into your launch by taking elements
of your offer away at various times to motivate people take action.
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There are three basic ways of implementing scarcity into any product launch:
1. A Price Hike. This is where you set ‘introductory prices’ that sharply
increase after a certain period of time. This works well for all types of products.
It also means you can continue to sell the product after your launch period is
over.
2. Removing Content. Where you offer valuable content bonuses and later
remove them. For instance, if you’re selling a fitness product, you could offer a
set of ‘limited edition’ meal plans for ‘early movers’ who buy your product that
will help them achieve their weight loss and fitness goals. After a certain period
of time, they would be permanently removed from public availability.
3. Total Shut Down. Completely removing your product from the market at the
end of your launch week is the strongest form of scarcity. This will prompt people
to take immediate action. You’re probably not going to want to do this if you are
selling a physical product on Amazon, but it’s helpful information to keep in mind
for other types of venture.
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Your Amazon product launch could potentially use bonus content, such as reports and other digital
content. However, for the purposes of this book, we are going to focus solely on price increases.
Here is what you will need to plan out…
Price Point 1: A special price that only available for the first 24 hours of your product launch.
Price Point 2: A slightly increased price, available for the remaining period of your launch.
Price Point 3: The full price of your product (which you will continue to sell it at once your week-
long product launch is complete).
As an example, your price points could be:
Price point 1: $14.95

You should be making a profit on all sales that you make, but expect to make less profit per
product sold during the launch week than you will on all sales in the future.
Keep in mind the purpose of your product launch is to get instant sales, exposure and reviews,
resulting in higher rankings and organic sales in the future.
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STEP 5: Planning Your Prelaunch
A prelaunch usually lasts between 3 and 14 days (usually 7 days). During the prelaunch phase,
you will not be selling anything. Instead, you will be “pre-selling.” In other words, you’ll be giving
away information, creating value, and earning trust.
The advantages of a prelaunch are four-fold.
1. Buzz building. Building buzz prepares people to act and buy on launch day. A good way to do
this is to position your prelaunch as an ‘event’.
2. Eyes on your offer. People generally need to view an offer or product at least 3 times before
making a decision on whether to buy it. They will complete these 3 views during prelaunch, and
will therefore will be primed and ready to buy when you go live.
3. Message testing. You get the opportunity to test your marketing messages and identify any
“objections” that your potential customers have.
4. Viral effect. Gearing your leads up to buy on launch day (via the 24-hour special price) can
create a viral effect both socially and practically. For instance, if you are launching a product on
Amazon and 500 people buy it the day it goes live, Amazon will notice and may feature you. Your
product will likely reach the top 100 of the best seller ranks too.
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How To Capture Leads
You will need a MINIMUM of one main piece of content or some type of valuable ‘hook’ to give
people a good incentive to sign up for your email list and get involved in your launch.
It could be a downloadable book, a video, a mini-video series, or an entry to a giveaway. It could

also simply be a product launch notification.
Whatever it is, it needs to be a powerful enough hook for people to enter their email address when
they land on your lead capture page. You want to aim for at least a 50% sign-up rate.
If you decide to create more than one piece of content, here is how it should be delivered:
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In later sections, I will show you how to build this content.
After you have created a content plan for your prelaunch phase, it’s time to create your lead
capture page and surrounding processes. You will need to do the following:
1. Sign up for an email marketing service if you don’t have one already. I recommend Aweber.
You will use Aweber to store the email addresses of your leads and contact them via mass email
broadcasts during your prelaunch and launch.
2. Write a ‘welcome email’ that Aweber will deliver to each subscriber automatically when they
sign up. This email should thank them for signing up, and remind them of the URL where they can
access the content or information you incentivized them with.
3. Create your lead capture and ‘Thank You’ Pages. The ‘Thank You’ page is where people will
be sent directly after they sign up and where you will be able to deliver or give instructions on how
to access the incentive(s) you are offering. To build your lead capture page, I recommend using
LeadPages. It’s easy to modify existing page templates and sign-up forms without experience.
In most cases, I have found that keeping your page short and simple usually translates into higher
opt-in rates.
Consider using one of these two formats:
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1. Attention-Grabbing Headline + 3-5 bullet point benefits + image + Sign Up Box

2. Attention-Grabbing Headline + Video introduction + (optional bullet points) + Sign Up Box
Here are a few lead capture page template examples (available on Leadpages):
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And here is an example ‘Thank You’ page (also available on LeadPages):
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Pre-Launch Timeline
Leading up to launch day, you will need to continuously reach out to your email list to deliver more
content and relay relevant product benefits. The goal is to get them as excited as possible about
the product. Here is an example timeline based on a 7-day prelaunch with three content pieces.
7 Days To Go: Release Prelaunch Content Part 1

▪ Send an email notification about prelaunch part 1 to your own email list (if you have one).
▪ Run Facebook Ad campaigns to prelaunch part 1 to generate new leads.
6 Days To Go: Prelaunch Content Part 1 - Reminder

▪ Send an email update to your leads with a reminder to view the prelaunch part 1 content.
5 Days To Go: Final Preparations

▪ Prepare the launch day promo emails that’ll be sent to your prelaunch leads.
▪ Complete any remaining product page details for your Amazon listing.
4 Days To Go: Release Prelaunch Content Part 2

▪ Send an email notification to your leads about prelaunch part 2.
3 Days To Go: Prelaunch Content Part 2 Reminder

▪ Send a reminder email notification to your leads about prelaunch part 2.
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1 Day To Go: Release Prelaunch Part 3 & Announce the 24-hour discount price
▪ Send an email notification to your leads about prelaunch part 3 and remind them why they
need to be ready to take action tomorrow (i.e. the 24-hour special price).
The Launch Phase

If everything has gone to plan, you should have an email list of leads who signed up during your
prelaunch phase. You will need to focus heavily on contacting these leads on launch day, pushing
your 24-hour launch day special price and by emailing them up to 5 times as follows:
▪ EMAIL 1: 24 hours before the launch

▪ EMAIL 2: 5-6 hours before the launch
▪ EMAIL 3: 1 hour before the launch
▪ EMAIL 4: When you set the product live
▪ EMAIL 5: Send 3-5 hours after launch - talk about the “incredible response” that your
product launch is receiving.
Don’t be afraid of sending these five emails. Remember, your leads chose to sign up specifically to
hear more about your offering, so sending these emails on launch day is perfectly acceptable.
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Obviously, you don’t want these launch day emails to

be the same. Mix them up with some useful content
and updates, such as answering the most popular
questions and objections that you received during
prelaunch and, of course, mention the 24-hour bonus
available to those who “take action today.”
If you are sending your leads to a page on your

website that presells the product (which you should
do), consider adding a countdown timer to your page
such with a free service like this.
Mid-Launch “Blues”
Typically, you will get around 40% of your launch week sales on day 1, 40% of the sales on the
final day and 20% in between. If your launch is over a period of 7 days, this means that Days 2 to 6
are going to seem a little slow. This is called the mid-launch “blues” and here are four ways to
overcome them:
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1. Benefit driven content pieces. To boost sales during this time, create
several interesting content pieces to send your leads. These could be blog
posts, articles, videos, or infographics that focus on further explaining the
benefits of your product.
2. Host a webinar. Conducting a mid-launch webinar to give people an

opportunity to ask questions and receive answers about how your product can
benefit them. Make sure you deliver free valuable content before going into
your pitch to keep your audience engaged.
3. Offer Surprise Bonuses. Perhaps on day two of your launch, you could
announce a surprise bonus or run a 24-hour giveaway competition where
anyone who “buys today” will be automatically be entered. Be creative with
your surprise giveaways.
4. Do Q&A Emails. On day 4, consider sending a longer email answering all

the different questions you received during the prelaunch to further overcome
any objections and concerns that people have about your product.
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The Final Phase

On day five (assuming you are running a 7-day launch) you should start shifting your message
away from Q&A and content and begin focusing on scarcity and that final price hike.
You will need to choose an exact launch end time (midnight PST time on the day of launch is
recommended) and add another countdown timer to your website page (if you are using one).
Place it near the top of the page with a message focusing on the scarcity.
Then, you will need to email your leads several times

on the final day. I suggest the following:
▪ EMAIL 1: 24 hours before launch end

▪ EMAIL 4: 1 hour before launch end
Once the time has expired, increase the price of your product.
As an overview, get all above elements planned out and ready to go so once your product is ready
to sell you can launch it using the above strategies as soon as possible.
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1. Determine Your Traffic Strategy
a) Use existing traffic and/or email lists, or build leads using Facebook traffic.
2. Product Positioning
a) Determine your product benefits, rather than features. Make a list of these benefits.
b) Determine the sales hooks that’ll make your product stand out from the competition.
3. Defining Your Scarcity Plan

a) Set three different price points for launch week.
b) Perhaps offer valuable content related to your product that you’ll later remove.
4. Planning Your Prelaunch

a) Plan your prelaunch incentive; you’ll need a minimum of one piece of valuable content.
b) Sign up for an email marketing service like Aweber.
c) Write a welcome email to be delivered to each new lead.
d) Create your lead capture page and Thank You pages.
5. Releasing Prelaunch Content

a) Develop a 7-day content release plan
6. The Launch Phase
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a) Plan your launch day email schedule

b) Plan your mid-launch content pieces as well as your final phase
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PHASE 5: AMAZON ACCOUNT, SHIPPING & LISTING

PREPARATION
In case you didn’t know, here is an explanation about how Amazon FBA works:
Step 1: You send your products to Amazon's fulfilment center(s).
Step 2: Amazon stores your products.
Step 3: Customers order your products.
Step 4: Amazon picks and packs your products.
Step 5: Amazon ships your products.
Because you will be using Amazon FBA and having your products shipped out to your customers
directly by Amazon, there are several things you will need to do before having your inventory
shipped to the USA.
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Set Up Your Seller Central Account
You will need to set up an Amazon Seller Central account and register as a Professional seller.
You will need to do this in the country where you intend to sell.
If you want to sell on Amazon.com (U.S) sign up here and register as a Professional seller. If you
want to sell on Amazon.co.uk, get set up here. For other European countries, also use the Amazon
Services Europe page. For any other country, locate the sign-up page via Google.
If you want to sell in the U.S, but do not live in the country, there will be some additional steps to
take. However, over the past year, signing up as a foreign-based seller has become an easier
process.
Purchase a UPC Code

You should have already completed this stage but here is some additional detail. The Unique
Product Code (UPC) is a 12-digit code used to identify your product.
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You will need to purchase a UPC for each product that you sell on Amazon. There are several
websites where you can purchase codes. I use this one, where codes are under $10 each. You
only need to have ONE code per product type - not one code per unit. For example, if you have an
inventory of 500 identical blue baby blankets under the same brand, you will need ONE code.
After you purchase the UPC code, you will be given a PDF file with the printed code where you
ordered from. Save this PDF so you can send it to your supplier (or FBA Inspection) to add to the
product packaging They will print it and stick it onto each of your products. Alternatively, you can
use Amazon’s own FNSKU codes, but I generally just use a UPC.
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Create A Basic Product Listing

▪ Once you have your UPC, you will need to get an initial basic product listing set up on Seller
Central.
▪ Log into your account and create a new product by going to INVENTORY > ADD A
PRODUCT at the top of the page. You will need to CREATE A NEW PRODUCT LISTING.
Then, select the category and narrow down by sub-category until you find a match for your
product. You can look at what categories your competitors’ products are in if you are having
difficulties.
▪ Enter only the basic information that Amazon requires for the listing to be set up and saved.
This includes product title, UPC code and a few other details. You do not need images at this
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point. Everything will be optimized before you launch your product. For now, we’re focused
on basic initial setup.
Once you have created your basic product listing, return to the ‘Manage Inventory’ Page, click the
checkmark to the left of the listing, click the dropdown ‘Action on’ button above and convert to
“Fulfilled by Amazon.”
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Set Up Your Shipment To FBA Inspection

Next, you’ll need to ship your products from your supplier directly to FBA Inspection (assuming
you are using them). To do this, create a new ‘work order’ in your FBA Inspection account.
When creating your work order, you will be required to enter in details about the shipment, such as
the number of cartons and products that will be sent. The supplier will be able to give you these
details.
You will also need to tell FBA Inspection what preparation work you want them to do, such as
attach UPC, Made in China labels, etc.
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Once your work order is approved, you will be given a work order CODE.
Give the supplier FBA Inspection’s address and the CODE for the shipping address label.
The address label should be formatted like the below:
Once the shipment is on its way, send FBA Inspection the tracking number, and sit tight until your
shipment arrives.
Note: Don’t ship your products to FBA Inspection before receiving your work order approval and
work order number.
Prepare Your Shipment to Amazon

Once FBA Inspection have completed their services and are ready to ship your products to
Amazon, they will send you an email with the details of the shipment and you will need these to
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create the ‘incoming shipment’ within your Seller Central account.
The email will contain the following information:
Once you have this information, log into your Seller Central account and go to Inventory > Manage
Inventory and do the following:
▪ Check the box next to your product in the far-left column. From the drop-down menu, select
‘Send/Replenish Inventory,’ as shown below.
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▪ Now you will create the Shipment Plan. Add FBA Inspection’s address, select 'Case Packed
Products', then on the next page enter the number of ‘units per case’ as well as the ‘number
of cases’.
▪ Click continue on the ‘Prepare Products’ page.
▪ On the Label Products page select ‘Merchant’ and click continue.
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▪ Then approve the shipments on the next page as per the example image below. As you can
see, sometimes Amazon will want you to send your products to more than one location.
▪ On the Review Shipments Screen, press the 'Work On Shipment' button as shown below.
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▪ On the next page, Prepare the Shipments adding in any weight and dimensions information
that Amazon requests (which you can find in the email from FBA Inspection), select Amazon’s
preferred shipping carrier, calculate the shipping costs, and accept the charges.
▪ Download and save the PDF label to your computer (you will need to send these files to FBA
Inspection).
▪ Repeat for any other shipments.
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Two Important Points:
1. The first time you create a shipment for a product, Amazon will likely ask you for some
additional information about your product size. You will find the required information in the
email from FBA Inspection.
2. There could be some variables to this process, depending on what type of products you
are shipping. If you have any concerns or queries, it is best to contact Amazon Seller
Central support.
Product Listing Optimization

Next, you will need to optimize your product listing to get high conversion rates and receive the
maximum exposure and organic traffic from Amazon once your products arrive and are ready to
sell.
Some of the steps I have listed below contain elements that most people ignore. However, they
can have a massive impact on traffic and sales.
Bear in mind that the options available in the ‘edit product listing’ area in your Seller Central
account vary from category to category. However, the below will give you a good overview.
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1. Vital Info Tab
Firstly, optimize your product title. Your title has a huge impact on rankings and clickthrough rate
to your product page from the Amazon search results.
Your title should include (in this order):
▪ The main keyword you want to rank for.

▪ Product detail.
▪ Your brand name (for exposure)
▪ A powerful USP to capture attention.
It should also be under 100 characters. Here is an example of a good product title:
Plastic Storage Boxes - 46 Piece Easy Find Lid Food Containers by [your brand name] –
Exceptional Craftsmanship
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2. Offer Tab
This is where you add in the price of the product. First add the 'non-sale' price. Make this around
25% more than what you intend to sell the item for. In the sale price section, add the price that
you are actually going to be selling it for.
Using a price that ends in a .99, .95 or .49 has been proven to increase conversions.
You will also need to add a sale start and end date. Add today's date, then make the sale end date
three or four months into the future. You can adjust it later.
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As a quick note, you will obviously need to adjust these prices again, if you are running a product
launch as described earlier.
3. Images Tab
Your listing will be ‘supressed’ (not be visible on the marketplace) until you add images.
Creating good images is incredibly important and can have a dramatic effect on your conversion
rate. Use clear, high-quality images. Take note of Amazon’s image guidelines, and try to use each
slot available.
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Here are some tips for your images:
▪ The main product image must be against a white background

▪ The main image should show the main product only, no accessories
▪ Images should be jpeg format
▪ Take photos of the product in real world scenarios. Take a look at this listing as an example.
▪ Don't include text, logos or watermarks in the main image
▪ Don't show multiple views of the product in the main image
▪ Don't include images of compatible products which are not included in the sale (for example,
if you're selling iPhone cases, don't picture them with actual iPhones).
4. Description Tab
Key Product Features:
First, you have the option to add in five key product features which you MUST take advantage of.
They are incredibly important. On most listings, they appear above the fold and can convince
people to take action and order your product.
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You should add the 5 main BENEFITS of

your product in CAPITALS with a further
explanation of each benefit. You have a
maximum of 500 characters for each bullet,
although I would only use 300 characters. The
image on the right is a good example of how
they should be formatted:
(Those 'tick' icons are against Amazon

guidelines so don't use them! They need to be
changed.)
Here are some additional tips:
▪ If applicable, add model numbers

▪ If applicable, add product dimensions.
▪ Write numbers as numerals, not words
(example: 4, not four)
▪ Spell out measurements (feet vs. ft)
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Product Description:
You can use the description area to describe more about the features and benefits of your
product.
There are two main issues with the product description area:
▪ It appears well below the fold and doesn’t stand out.
▪ When you write content, it stretches across the page and appears difficult to read.
Rather than using general content formed as paragraphs, I compose 15 benefits of the product
formatted as bullet points and separated by a line break (the code for a line break is: ). I
have found this to work considerably better because it is easier for the reader to locate and digest
the information.
It usually takes me two or three hours to create additional bullet points, but it increases sales. Feel
free to use the code I use, pictured below. (Note: Amazon now only allows the code to be
used in descriptions. Any other html mark-up is restricted.)
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Features and Benefits Of Using Kitchen Master PRO:



- SHORT EXPLANATION OF BENEFIT: Then a further explanation in lower case just one sentence



...and so on. This is how it will appear on the page:
5. Keywords Tab
Platinum Keywords:
If you are just starting out, these won’t be available to you, so you can leave these areas blank.
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Search terms:
These are incredibly important and most people do them wrong. Make use of all 5 lines available
(by clicking ‘add more’). Here are best practices:
▪ Add single keywords separated by a space. You don't need to use a comma between words.
▪ Don't use 'phrases' -- use only single words.
▪ Do not repeat any words that are in your product title (they’re already counted in keywords).
▪ Add in relevant words associated with your product and market which you think could be
included in high traffic search terms.
▪ Include simple words like 'her' and 'him' and 'and' if they are contained within popular search
phrases.
Here is how to find high traffic search terms and words:
Method 1: Use www.MerchantWords.com. Search for your main product keyword, then order the
results by the highest searched phrases. Pick out the most relevant words from these phrases and
add them in.
Method 2: Go to Amazon's search bar and input in your product top-level name (plastic bins, dish
towels, etc.) and see what phrases Amazon auto-suggests (which are usually the most searched
for phrases).
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The first phrase that appears is 'wash bags for delicates', then 'wash bags women', followed by
some others. Based on the results in the above image, you would add these words into your
search terms:
for delicates women mens bras
You would not add in the words wash and bags as they would likely already be included in your
product title. Then enter the words into the search term area.
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This means that when someone types in 'wash bags for delicates,' you are more likely to appear
higher in the search results for that phrase.
Keep searching for words and don’t stop until you have filled in ALL the space that Amazon allows
for adding search terms.
6. More Details Tab
Add in as much relevant information as you possibly can. The more relevant and useful the
information, the higher your conversions will likely be.
Once you have completed the above steps, your product is now ready to launch!
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1. Set Up Your Amazon Seller Central Account
2. Purchase A Unique Product Code (UPC) Number
3. Create A Basic Amazon Product Listing
4. Convert Your Product

a) On the Manage Inventory page, convert your product to “Fulfilled By Amazon”.
5. Set Up the Supplier to FBA Shipment

a) Create a new order in your FBA Inspection account.
b) Make a list of the preparation work you want them to do (labels, UPC, etc.)
6. Prepare Your Inventory For Shipment To Amazon

a) Create a shipment plan in Amazon and send the PDFs to FBAinspection.
7. Product Listing Optimization

a) Fill out the Vital Info using the checklist provided.
b) In the Offer tab, add a ‘sale’ price that ends in .99, .49, or .95.
c) Add quality images, with your main product image on a white background.
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d) Add 5 key product features and list benefits in capital letters.

e) Add high-traffic search words in the Keywords tab.
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PHASE 6: A BRIEF ON LAUNCHING YOUR PRODUCT
Once you have your listing ready to go live, you can implement the launch plan as described in
previous sections of the book.
Some important points…
▪ It is important to not begin your prelaunch until your product is 100% ready to sell on
Amazon. Sometimes Amazon requires more information about your product before allowing it
to go live.
▪ Once you activate your product from within Seller Central, it can take up to a few hours for
Amazon’s systems to propagate and for the listing and images to appear live. I suggest you
get the product live in the marketplace 24 hours before you officially launch to allow plenty of
time for Amazon to activate it fully.
NOTE: When you increase the price of the product throughout your launch, you will need to do
this manually from within Seller Central.
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If you look at the example on the right,

the ‘Your Price’ and ‘Sale Start and
End’ sections stay the same all the time.
You will need to manually change the

‘Sale Price’ section to increase the
product price.
Once you have successfully launched your first product, you will need to continue to promote your
product and grow your email list, and you can do that by creating an evergreen sales funnel.
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PHASE 7: PLANNING YOUR EVERGREEN SALES FUNNEL

Once your launch is complete, you will need to carry on promoting your product to continue to
make sales. There are many effective strategies for marketing products on Amazon. However,
creating an evergreen sales funnel is the most important one, and therefore the strategy that you
should begin with.
A lead who comes into your evergreen funnel experiences everything your prospects went
through during your launch. The only difference is that an evergreen launch happens on a different
schedule for every lead and the whole thing can be automated using an email marketing service
like Aweber.
Like I have said before, no matter what you are selling, most people are NOT going to buy your
product the first time they see it. Studies show that people need to see an offering at least 3 times
on average before deciding whether to make a purchase.
That is why you should never send your traffic directly to your Amazon product listing page, as you
are catering to the buying habits of the minority.
To cater to the buying habits of the majority, you need to send your traffic into a lead capture page
and collect prospects’ email addresses FIRST.
By doing so, you will have the opportunity to:
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a) Build trust and credibility with your collected leads (and therefore increase the likelihood of
them buying your product.)
b) Present your product and offer to your leads at least 3 times, which as we know, is critical.
Having a list of leads (or subscribers) who you can blast emails to will enable you to generate
instant traffic (and sales) when you launch new products in the future. Having a list of subscribers
also increases the value of your overall business if you were to sell it.
No matter what products you are selling, and no matter how big or small your business is,
you NEED to create a sales funnel and build an email list. It is essential to your success.
The 5 Action Steps
How do you build an evergreen sales funnel when it comes to selling products on Amazon?
In most cases, there are 5 Action Steps that you will need to think about and implement.
1. Create an incentive for people to sign up on your lead capture page.

2. Build a high converting lead capture page.
3. Create a $7 dollar digital upsell product to instantly recoup your ad costs
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4. Create a “special offer” for your Amazon product.

5. Develop an email sequence that will be sent to your leads (this is your sales ‘funnel’).
If you went through the launch process, you can re-use your lead capture page, incentive and
promotion emails adjusting where necessary.
However, if you already had your product live and skipped the launch process (or have come
directly to this section of the book), you’ll need to create your sales funnel content from scratch.
Let’s quickly run through these steps again.
STEP 1: Create an incentive for people to sign up on your lead capture page.
A lead capture page is a page where a visitor is asked to enter their email address or other
information to receive some type of content or offer (pictured to the right).
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To convince people to enter their information on your lead capture page, you will need to offer
them something of value in return. Here is a list of ideas:
▪ A free report or eBook

▪ A mini video series
▪ A prize draw
▪ Access to a product beta-test program
▪ A coupon code/discounted price offer
▪ A newsletter
Here are some examples for each of the above which will hopefully help you generate some ideas:
A free report or eBook. If you were selling golf products, you could offer people a 10-page
guide on how to lower their handicap. Or in the case of a health product, maybe a list of 50
Superfoods that have been scientifically proven to improve your health and wellness.
A mini video series. If you were selling products in the fitness market you could give away a 5-
part video series showing people how to work out from the comfort of their own home.
A prize draw. Something along the lines of: “Sign up now and enter the draw to win 5 of these
amazing limited-edition guitar straps.”
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A beta-test program. This could be positioned as follows: “Beta test this product and save
50%. It retails for $29.95, but in exchange for trying it out and letting us know what you think of
the product, you will pay just $14.95.”
A discount offer. In this instance, the incentive to enter their information would simply be to get
access to an Amazon coupon code that could be used to claim a limited-time discount on your
product.
A newsletter. You could also offer a weekly or monthly newsletter with tips, strategies or other
helpful advice that people in your market would find useful and that would help build your
reputation and credibility.
You can either create this content yourself, or consider using private label rights (PLR) products
that you could rebrand as your own.
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To find suitable PLR content, simply

Google what you are looking for and add
PLR at the end.
For instance, you may have thought that

my above example of creating a 5-part
fitness video series would be a seriously
costly and time consuming exercise
(excuse the pun), but as you can see in
the image on the right, you can easily
purchase ready-to-go videos. The same
goes for written content, too.
Once you have determined what

incentive you will use to get people to
sign up, the next stage is to create your
lead capture page.
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STEP 2: Build Your Lead Capture Page
Unless you can create your own custom pages, I suggest using LeadPages. This is a simple fill-in-
the-blanks service that requires no technical ability. You lead capture page should include you
offer. Focus on creating a powerful headline as well as listing the benefits of your product in bullet
point format, rather than its features (features don’t sell).
Here are some example landing pages:
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The page on the right is a template from Leadpages.net and is focused on a direct discount
coupon offer. The page on the left was set up for a demo brand I created. It got a 75% conversion
rate, which is what you should be aiming for.
For this campaign, I ran traffic to the page from Facebook and generated over 4,000 leads that
were added into the sales funnel. The campaign cost me about $1,400 in Facebook Ads, as you
can see in the screenshot on the next page, but generated over $10,000 in sales by the time all the
leads had completed the funnel.
And of course, I retained 4,000 people who I could email in the future when new products are
released.
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Step 3: Create A $7 Digital Upsell Product
The $7 digital product is used to recoup some of your initial ad costs. The product is an upsell --
something that your leads will see on the page immediately after opting in on your lead capture
page.
This is an optional step. However, with Facebook ad costs on the rise, it can help to generate
instant cash flow and offset your ad costs. For instance, if you send 100 clicks at $0.70 per click, it
would cost a total of $70. If 10% of people buy the upsell product, you will make $70 back and
break even.
In the next section of the book, we will go into more detail on how to research and create your
digital product as well as the sales pitch.
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Step 4: Create A Special Offer
There are two main options here:
1. Discount Coupon Offers
In most cases, your special offer should be a coupon code to claim a discount for your product.
The discount you choose depends on your margins. Even at a discount, you should still position
yourself to make a healthy profit. Building a funnel is a long term play -- not just a way to get initial
sales and reviews. So making money is essential.
NOTE: This ‘offer’ is a separate and further discount to the “sale price” that you may be offering on
your Amazon listing.
To create the coupon code, you will need to go to your Amazon Seller Central account page and
select: Advertising > Promotions > Money Off.
To keep it simple, create just one general coupon code that everyone who goes through your
funnel can use and set the maximum number of coupon uses to around 50 to start. You can always
increase this later or create more coupons codes if needed.
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2. Buy One, Get One Free Offers
There is also an option on the ‘promotions’ page to create a “buy one, get one free” offer.
However, the margins for your product would need to be particularly high for this to be viable. You
would also need to be selling a product where it would advantageous to have two of them.
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For example:
Two identical golf bags >>> no real advantage (you only need one golf bag)
Two identical packs of golf balls >>> an advantage (you always need more golf balls)
Work out the overall margins and use common sense to establish whether a ‘buy one, get one
free’ promotion for your product would make sense.
Step 5: Develop Your Sales Funnel
Once you have created your $7 upsell product and Amazon product offer, you can start planning
the structure of your sales funnel.
In simple terms, your sales funnel is the process of selling your product via a sequence of emails.
These emails that are sent automatically at desired intervals by your Email Marketing /
Autoresponder service. The emails should be a mixture of valuable content pieces and sales
pitches.
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Sales Funnel Example
There are many different options in terms of content. Take a look at my example funnel and use it
as a springboard or inspiration for your own sales funnel.
You can download the full graphic in the member’s area.
I recommend you download it now and digest it before moving further forward.
Crafting Emails
You don’t need to be a copywriter to craft great emails. Keep the content simple and clear. Explain
the offer, give the coupon code, list the benefits of the product (from your Amazon listing) and link
to the product page on Amazon.
Here is an example email:
Email Subject:
Offer ends TONIGHT!
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Email Content:
Hi {firstname},
You only have until midnight tonight to claim

the 15% discount on our newly launched Vacuum
Insulated Stainless Steel Water Bottles.
Use exclusive Amazon coupon code: DISCOUNT998

at checkout.
Here is the link:

https://www.amazon.com/Stainless-Insulated-Capacity-Included-friendly
…and here are the advantages of our new bottle:
- It has ADVANCED TEMP SAVER thermal insulating

technology that'll keep your drink ice cold longer
then ever before.
- It features a STAINLESS STEEL VACUUM DOUBLE WALL

with superior construction which eliminates bottle
sweat and has no metallic taste.
- The bottle is ECO-FRIENDLY and food grade containing

ZERO toxins or flavors.
Here is the code and link again:

Code: DISCOUNT998
>> https://www.amazon.com/Stainless-Insulated-Capacity-Included-friendly
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This offer will only be available for a few more hours so

take action as soon as possible.
Happy shopping!
YOUR NAME
Content Creation Tips
1. Create the content for your sales funnel yourself or find PLR content that you can re-brand.
2. Mix up your content with different presentation formats to keep your leads engaged. Don’t just
deliver content as written emails - compile your content into a variety of emails, PDF manuals and
videos. Add content to Facebook posts and link to them in the emails that you send out.
3. Don’t over complicate your content and make it too lengthy. Instead, focus on quality.
Remember, 500 words of killer information is way more valuable than 50 pages of fluff.
4. The content doesn’t necessarily need to consist of tips and strategies. Interest-based and
sharable content that you can post on your website and link to works equally as well.
For instance:
▪ Top 10 lists
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▪ Book recommendations
▪ Valuable and interesting videos on YouTube (embed them on your own website)
5. Don’t spend months writing content for your funnel. Do some research and think about what
your target audience would find interesting and valuable.
6. If you do create downloadable content or videos, always remember to add watermarks or place
footers with your domain name.
7. Once your leads have gone through the funnel, move them to a different list. This way, when
you launch new products or send email promotions to your subscribers in the future, you can send
them to this new list only and avoid ruining the sales funnel flow.
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1. Create an Incentive
a) Make a list of potential incentives to offer people who visit your lead capture page.
b) Consider using PLR content and branding it as your own.
2. Build Your Lead Capture Page

a) If you haven’t already built your lead capture page, do so using a service like LeadPages.
b) View sample lead pages for inspiration.
3. Create A $7 Digital Upsell Product
4. Create A Special Offer

a) Create a coupon code or a Buy One, Get One Free offer.
5. Develop Your Sales Funnel

a) Begin thinking about how you want to structure your sales funnel.
b) Craft your emails and content.
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PHASE 8: RESEARCHING YOUR $7 PRODUCT
Demographic Research
The first step is to do your research on Facebook. Log into your Facebook Ad account and go to
the Audience Insights section.
Select the country where you are selling your physical product.
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Type in an interest related to your niche. For example, let’s say your physical product is
‘Woodwork Gloves’. In this case, the interest would be ‘woodworking.’
Audience Insights will then load the demographics of Facebook users who are interested in
woodworking.
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As you can see, between 9-10 million people are interested in Woodworking (in some form), and
55% of them are over 35. There is also a healthy mix of interest from both genders.
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You can also see what type of lifestyles these people lead and interests that they have. Hovering
your mouse over any of these Lifestyle categories will give you a description. For example, the
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Outward Bound lifestyle is:
You can also find the percentage of people married, single, those who finished high school, college
and grad school, and the job titles they have:
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You can go even further. Clicking the Page Likes brings up the categories of pages they have
Liked, and actual pages that are statistically significant for the corresponding interest:
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Facebook also lets you know what cities they are from, their top activities while on Facebook
(commenting, liking pages, sharing posts, clicking ads), what computer devices they use, their
household income, what types of credit cards they use, and what types of purchases they make:
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So, what do you do with all this information when it comes to developing your digital product?
Product Content. If most the audience has a post-grad education, your digital product could
probably be a bit more technical. If the majority have blue-collar jobs and didn’t get beyond high
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school, you might want to provide more step-by-step instructions.
Your Sales Page. If most your audience is women, create a design and aesthetic that’s leaning
towards the feminine side.
Device usage. Do a large percentage use mobile devices only? If so, make sure your sales and
delivery pages are perfectly optimized for phones and tablets.
Essentially, just use the information as a “general” idea of who your typical buyer could be and
keep it in mind as you continue your research.
Topic Research
You will need to choose a topic in the same niche as your physical product because your digital
product MUST be something that your physical product buyers would be interested in.
The next step is to find out what information sells well in your market. There are several places
where you can conduct your research.
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Amazon
To get started, go to the Amazon Best Sellers page which is located here.
On the left-hand side of the page, under ‘ANY DEPARTMENT,’ locate and click on ‘Kindle Store’
then on Kindle eBooks. Once you arrive on the next page, you will see a list of categories. You will
then need to drill down and find the most suitable category related to your market.
For example, let’s say you are in the Arts and Crafts market and the physical product you are
going to be selling are ‘drawing pencils’. You would go to:
Arts & Photography > Art
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Or if you were selling yoga mats, you would select the category as shown below:
Once you have your category selected, you will can view both the top 100 paid books, as well as
the top 100 free books in that category.
When looking through these lists, keep in mind that many Kindle books would be unsuitable as
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digital info products (such as novels). Your aim is to generate IDEAS for your digital product. For
example, the two books below are good examples of what you are looking for. Their subject
matters could easily be turned into a digital information product.
Udemy.com
Udemy is a platform that sells online courses and can also be a good place to find ideas for
suitable digital products.
Firstly, go to this page: https://www.udemy.com/courses Once on this page, you can filter down via
the categories list to identify the most suitable section to search in. Again, taking Yoga as an
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example, you would go:
Health & Fitness > Yoga
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Once you arrive at the next page, you will be able to see the top free and paid courses in that
category. You will need to look through both. After clicking through and arriving on the main
listings page, sort the results by ‘popularity’. Begin noting down ideas.
Clickbank
Clickbank is one of the largest retailers of digital products on the internet and is another good
place to search for product ideas.
To access their marketplace listings, you will need to sign up for an account. Once you are logged
in, click the Marketplace link at the top of the page.
Once you are on the marketplace page, look under the categories area and click on the most
suitable category based on your market and physical product.
For example, if your physical product is a kitchen tool, then click on ‘Cooking, Food & Wine’. If you
are selling baby blankets, click on ‘Parenting & Families’. Simply use your initiative. If it is not
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immediately obvious, search for your overall niche/market (not your product) in the ‘Find Products’
search bar at the top of the page. Then locate a relevant product and view which category it has
been placed in. See below:
Once you have clicked on the most suitable

category, look at the subcategories section to
see if you can filter even further.
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On the left-hand side of the page, in the filters section, set the minimum gravity
to 10. This will exclude products that are not selling well.
Sort the results by gravity.
Once you have the results listed, go through them and identify products that
are relevant and may appeal to your audience. Write them down.
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1. Demographic Research
a) Use Audience Insights on Facebook to conduct initial research.
b) Record the demographic information you find.
2. Topic Research
a) Use the Amazon Best Seller pages to find popular topics in your market category.
b) Search Udemy for potential courses relevant to your product.
c) Check out the Clickbank Marketplace and search for products in your market.
3. Write Down Your List of Ideas
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PHASE 9: CREATING YOUR $7 PRODUCT
Overview
The most important factor here is to create a high-quality product. The product can be written,
contain video, or audio content (or a combination), and the length does not matter -- as long as it’s
valuable.
There are three main elements you will need for your product are:
1. A Sales Page (either a sales video or written copy)

2. A Thank You Page (a page where they will access the product after purchase)
3. The product
There are three options when it comes to creating the above elements:
▪ You can use Private Label Rights content

▪ You can outsource the content
▪ You can create the content yourself
Creating your own unique product is most advantageous in the long term, but can be time
consuming.
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To begin, let’s run through the first two options.
Using PLR Content

Private Label Rights (PLR) products are those you can then edit, rebrand and publish as your own.
This is a quick and easy option, particularly if you’re tight on time or don’t have the resources to
create the content you want on your own.
I have bought many PLR products over the years and have always had to edit them, add to them
and improve them. Expect to have to do this as well.
Here is a good list of websites that sell PLR packages:
www.theplrstore.com www.nicherevolution.com www.netmarketing365.com

www.idplr.com www.infogoround.com www.plrebooksreseller.com
www.bigcontentsearch.com www.niche-content-packages.com www.reliableplr.com
www.wowcontentclub.com www.yummyplr.com www.allecontent.com
www.1st-for-ebooks.com www.theplrmart.com www.plrarticlewriter.com
www.master-resale-rights.com www.momplrebooks.com www.bestchoiceforebooks.com
www.surefirewealth.com www.fatlossplr.com www.directbuy-plr.com
www.easyplr.com www.plrnicheclub.com www.plrstore.writeontheedge.com
www.plr.me www.e-bookemporium.us www.money2k.com
www.allprivatelabelcontent.com www.nicheplrarticlepacks.com www.myresellrightsproducts.com
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www.plrwholesaler.com www.bestfitnessplr.com www.2nd-income-solutions.com

www.platinumresellrights.com www.allmomcontent.com www.plrsalescentral.com
www.plrminimart.com www.profitfromplr.com www.buyhealthplr.com
www.plrebookclub.com www.plr-content.com www.plr-article-sale.com
www.plrpro.com www.stickyplr.com www.plussizeplr.com
www.nichesinabox.com www.yournicheplr.com www.nononsenseplr.com
www.888worldclub.com www.plr365.com www.5starplr.com
www.plrassassin.com www.imguruplr.com www.fastplr.com
www.specialreportclub.com www.plrmegamart.com www.nicheplrvideoarticles.com
www.bestqualityplr.com www.plrtikihut.com www.healthplrstore.com
www.exclusiveniche.com www.plrexpress.com www.privatelabelreleases.com
www.diyplr.com www.plrstore.com www.plrresellerpack.com
www.plrdealer.com www.plrpump.com www.betterplrarticles.com
www.articleunderground.com www.sassyplr.com www.keystoneplr.com
www.plrmonthly.com www.healthplrclub.com www.tophealthplr.com
www.allstarplr.com www.plrvillage.com www.plrprofitmadeeasy.com
www.plrgroove.com www.plr-health-wizard.com www.checklistplr.com
www.healthfitplr.com www.plr.co www.missionplr.com
www.antiaging-plr.com www.stepbystepplr.com www.greenplr.com
www.plrhealth.net www.bigbangplr.com www.plrdigest.com
www.bestplrsite.com www.whitelabelreports.com www.betterhealthplr.com
www.easynicheplr.com www.platinumplrstore.com
www.weight-loss-plr.com www.petcareplr.com
www.privatelabelheaven.com www.adsenseportals.com
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Alternatively, Google what you are looking for with ‘PLR’ at the end of the search term.
Here are some other important factors to consider when looking for and developing PLR content:
▪ Sales letter inclusion. If you buy a PLR package, make sure that is comes with a sales letter
that you can use, too. It will save you the time and money of needing a copywriter.
▪ Avoid Master Resale Rights. Make sure that you do not buy a product with ‘Master Resale
Rights’, as you will not receive an editable copy of the product with this type of license.
▪ Change the product title. It is very important to make the product your own. For example,
rather than “A Complete Guide To Cake Decorating”, consider “Industry Trade Secrets To
Cake Decorating.”
▪ Change the Table of Contents. Avoid changing the actual structure of the content, but by
changing the titles of every chapter, you can eliminate the chance that someone will identify
the product as being PLR.
▪ Check for affiliate links. Most PLR developers will not include affiliate links in their content,
but it’s still important to check for them. If you find any, either remove them or sign up to the
affiliate program yourself and insert your own link.
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Outsourcing Your Content

The second option is to hire someone else to create the product content for you. Here are some
important notes and elements to consider when it comes to outsourcing.
General Outsourcing Tips & Notes
▪ You hire someone else to create the content for the product.
▪ If you are skilled in one area (such as eBook design or video presentation) but your writing
skills aren't up to par – you can do part of the work and pay only for the portion that you
aren't so good at.
▪ You'll need to do thorough research on the person you're hiring, even if you’re using a
freelance platform like UpWork. Don’t just look at a reviews; check out samples of their
work.
▪ Consider having a potential freelancer do one section of your product first, then ask them
to do the rest if the work is good.
▪ There is a cost involved. You don't want to overspend, but hiring the “cheapest” freelancer
will almost always result in sub-par work. You’ll then have to pay more to have it re-done.
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▪ For writing jobs, only hire freelancers from English speaking countries, no matter how good
their credentials and reviews are.
▪ When you are using UpWork, only hire individual/self-employed freelancers. Do not hire
‘companies’ or people representing a company.
▪ To avoid countless revisions, map out exactly what you need. Be VERY detailed in your job
description about your requirements and deadlines.
▪ Even if you are hiring someone to do the content creation, I would strongly advise you to
do the research yourself and create the content title and section names as a guideline.
▪ Your sales page is EXTREMELY important -- even for a $7 product. If you are creating your
product from the ground up (rather than buying in PLR content), create either a video sales
letter (VSL) or a written sales letter to successfully sell it. If you outsource this, then find
similar sales pages within the same market and niche that the freelancer can use for
guidance.
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Audio and Video Outsourcing
If you want to create an audio product, but are uncomfortable speaking into a microphone (or
perhaps English isn’t your first language), then you can easily outsource the narration of your
scripts to a voiceover company such as www.Voices.com.
Fiverr.com has a very strong section with quality talent. You will be spending more than $5, of
course, but you have plenty of options to choose from. Narrow your options down to a few and
reach out to them to gauge who would be the best fit.
Outsourcing video is much more expensive, and if you are planning on creating a video-based
product, I recommend trying it yourself and outsourcing the editing.
Outsourcing Services
This is a list of outsourcing services that I have used in the past, and the areas they specialize in:
Writing & Editing

▪ Upwork.com
▪ Guru.com
▪ Freelancer.com
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Audio
▪ Fiverr.com
▪ Voices.com
▪ Voicebunny.com
Artwork & Graphic Design

▪ Fiverr.com
▪ 99designs.com
▪ Upwork.com
Video
▪ Fiverr.com
▪ Upwork.com
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Creating Your Own Content

If you decide to create your own content, here are the steps you should take:
Organizing Your Content
You need to first organize your content into an outline and then a basic structure that you can build
upon. I recommend creating a ‘mind map’ to plan this out.
You should have plenty of content ideas and other information at your disposal from the digital
product research phase. Begin organizing these ideas into sections and add content piece ideas
into each of these sections in the form of:
▪ Written content
▪ Audio Files
▪ Videos
As we discussed in the previous section, you can use just one of the above formats, or use a
combination. Consider the following points when you are creating ideas and outline for your
product:
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▪ What are similar products NOT covering in their products that you can provide? And how can
you work these areas into your product?
▪ Look for patterns of recurring questions your target audience is asking (from forums like
Yahoo Answers, Quora, and Google). These could be potential chapters or sections of your
product.
▪ Try to create a clear and focused approach to the content. Each section should focus on an
area and offer a solution to a specific problem.
▪ Be clear and realistic with your goals. You will never be able to cover everything there is to
know about your topic in one product. Instead, focus on key areas and provide answers to the
most common questions.
Deciding on Content Formats
What type of content format should you choose for your information product? Which gives you
your best chance at making sales?
Don’t think about what’s easy. The format should be the right fit for your audience. In the research
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phase, you would have seen what types of format are suitable for your audience based on similar
products.
Let’s go into more detail for each of these formats:
Creating Written Content
You should write the content for your book in either MS Word, Open Office, or Google Docs, so it
can easily be converted to a PDF file upon completion. This PDF file will be the finished product
people will download.
Structuring Your Content
1. Create a detailed outline for a high-level overview. Every section should have a specific
purpose.
2. Once you organize your content ideas into sections, you will begin to see the skeleton of your
book and can begin writing summaries of each of these sections.
3. When you have completed each summary, you can begin to flesh out and expand the content
until it becomes a fully-developed book.
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For most written products, the structure will be similar to the following:
Cover Page. This is the digital equivalent of a cover you'd see in the book store. You want a cover
that grabs the reader’s attention and encourages them to continue reading. You may want to
outsource this to a graphic designer.
Initial Overview. This should be a summary of what the reader will discover in the book and how it
will benefit them. For example: “Congratulations! You're about to discover how to read music more
easily than EVER before. In a few simple steps, you'll go from wondering what those dots and
squiggles are on the music sheet to understanding rhythm, tempo, bass and treble clefs, and
more!”
Disclaimer (if applicable). This is important if your book is focused on health, exercise, or other
medical-related subjects. Make it clear to the reader that you are not a professional (unless you
are, of course) and that the reader assumes all risk in following the suggestions in the book. Note
that anyone suspecting a health issue should also consult with their doctor before following
suggested activities.
About the Author. If it makes sense, include a couple of paragraphs describing yourself or your
company, along with a link to your website. Your website will have details about your physical
product (and links to your product page), so this is a good way to get some initial sales.
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Table of Contents. On the left-hand side add the name of the chapter or section. On the right-
hand side note the page number where the chapter begins. Fit the entire Table of Contents onto
one page if possible.
Content Sections .This is the meat of your book: the actual information. Each content section also
has a structure and should be split into three general areas.
The beginning of each section should have a strong introduction and “hook” to keep people
interested in reading. Consider starting with a thought-provoking question, a motivational
statement, or a shocking statistic.
The middle of the section will feature the actual answer. Here is where you detail the solution,
provide resources, and offer advice, guidelines, case studies and your own experiences.
The end of each section should have two elements:
1. A summary on what the section was about. This will allow reader to quickly review information
given (this can be in the form of checklists or action plans).
2. A solid benefit as to why the reader should continue to the next chapter. This can be done by
posing a question, such as “You now know how to begin your freelancing business … but
how do you get customers? We will discuss this next!”
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It is also worth mentioning that you should try to contain as many relevant images as possible.
Images are very effective at keeping people engaged. Don't overcrowd your pages with images,
and make sure they look professional and pertain to the subject matter.
There are several places where you can source royalty-free images
▪ Google Images. On an image search, scroll to the bottom and under usage rights, click
“free to use, share or modify, even commercially.”
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▪ Flickr or Creative Commons. In this case, you will usually need to give attribution,
which may look unprofessional. Make sure you check both boxes, allowing the search
engine to look for images where the creator has indicated it can be used for
commercial purposes.
Here is a list of some additional free image sources:
http://www.dreamstime.com/free-photos
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http://www.morguefile.com/
http://www.freeimages.com/
https://pixabay.com/
http://www.lifeofpix.com/
http://magdeleine.co/license/cc0/
https://stocksnap.io/
http://kaboompics.com/
Of course, you can also use high-quality professional Royalty-free (RF) images, too. A Royalty Free
license is where you pay for a one-time image, allowing you to use it as much as you’d like. If you
purchase an RF image to use commercially, an attribution isn’t necessary. Here are some
suggested websites:
http://www.123rf.com/
http://www.bigstockphoto.com/
http://www.dreamstime.com/
http://www.istockphoto.com/
http://photodune.net/
Conclusion. Your final section will likely be a conclusion. You don't need to title this chapter
“Conclusion.” It could be something like “Putting the Pieces Together,” “Where Do I Go from
Here?” or “Staying Healthy for Life.” This ties up all the information you've given in the book and
delivers an overall purpose to the book.
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More Resources. You should add a “More Resources” section at the end of the book that
contains details about your physical product, as well as a link to your website.
Bibliography, References and disclaimers. If applicable, and particularly if your book is in the
fitness, medical or health niches, you should add disclaimers as well as references to reputable
sites to support the accuracy of the data and statistics that you may have included.
Producing Audio Content
There are several high-quality audio-capture software suites that you can use to produce your
audio. Audacity is recommended. It’s free and available on both Mac and Windows.
You will also need a good quality mic to capture your voice. Use a stand-alone USB microphone
that sits on your desk or a good quality USB headset.
Here are some audio production tips:
▪ Read from a script. Plan the sections of your product and develop a script for each part.
▪ Add value to your written content. Another idea would be to create an audio book based on
your content. Each chapter could be a single audio MP3 clip.
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▪ When speaking, watch your posture. Sit up straight to keep your voice clear, or stand up
while speaking. There’s a reason why voice actors are always standing. You also tend to use
more body language, even when you are alone, which creates more emotion in your speech.
▪ Pre-read the material a few times before you start recording. This gets you and your
voice “warmed up” and makes you sound more relaxed and conversational.
▪ Always smile when you are talking. Believe it or not, this gives a slight “enthusiastic” boost
to your voice.
▪ Be aware of how far your mouth is from your mic. About 2 to 4 inches away is best,
depending on the type of microphone. Headsets help you maintain a healthy distance away
from the mic whilst recording, resulting in higher quality audio.
▪ Be aware of inflection. Inflection is the rise and fall of the tone of your voice. First-time voice-
over speakers will often end each sentence with a rising tone, making each statement sound
like a question. It will take a bit of practice to make your tone more neutral and natural.
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▪ Don’t worry about “umms” and “ahhhs”. If your audio is full of “umms” and “ahhhs” or
happens to contain some background noise, do not delete it. Instead, send it to an
inexpensive service to clean it up. You can use Audacity to clean up the sound and even
change the tone of your voice.
Creating Video Content
Video can be a highly effective format for your information product. They give an interactive and
personal feel to your product and hold a higher perceived value than the other format types.
Unless you are going to outsource (which will be expensive), it will be advantageous to have some
knowledge of the video creation and editing process. But if you don’t, you can learn.
The Simplified Process:
▪ Recording. Once you record your video, download the file to your computer.
▪ Editing. Edit it in a program such as Final Cut Pro, Camtasia, Sony Vegas, iMovie or Windows
Movie Maker. You can cut, fade in and out, add soundtracks, paste in slideshow screenshots,
and cut out the “umms” and “ahhhhs.” When finished, save the video in a format that can be
uploaded to the Internet (usually mp4).
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▪ Uploading. Upload the videos so they can be viewed online by people who purchase your
product. Options include:
YouTube – You can upload your video info products to YouTube and mark the videos as
private, preventing them from being accessed by the general public.
Amazon S3 – This is Amazon’s cloud web hosting storage service. You can store all your
videos here, and then embed them on your website.
Vimeo – Similar to YouTube, your members can access private videos of your information
product.
Types of Video Formats
1. In front of the Camera: You stand in front of the camera and teach the information.
2. Screen Capture – You record your screen to teach the information “behind the camera.”
OPTION 1. In front of the Camera
With this format, you are going to be speaking and teaching in front of the camera. Because
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buyers will see your face, body expression and emotions, they’ll connect with beyond the audio
and written word.
When you are recording videos in this format, you will need to be:
▪ Personable. Stay casual and make your audience feel like they're speaking to a professional
friend who is offering solid advice.
▪ Professional. Though you should sound conversational, you also want to sound
knowledgeable. Avoid being “stilted” or overly-academic (regardless of the subject matter)
but still convey your experience in the topic.
▪ Flowing. Your words should flow easily, without stops and starts and “ums” or “ahs.” Stay on
path and refrain from back-tracking or veering off topic.
Remember: you are branding yourself and promoting your product brand. Do you think Tony
Robbins would have become a famous motivational speaker if he only wrote books? Would Oprah
be as famous if she had never appeared on camera? They have become industry giants because
they have branded themselves authorities in their niches.
Tools Needed
Fortunately, you hardly need any tools to create videos. All you need is something as basic as an
iPhone camera and editing software such as Camtasia. However, good lighting and sound can
dramatically affect the result.
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Here is a full list of tools required to create professional looking “front of camera” videos:
▪ Camera: iPhone, laptop, camcorder, digital camera with video mode

▪ Microphone: Lapel-type (hooks to your shirt), lapel USB adapter for Smartphones (such as
Audio-Technica and Azden)
▪ Editing Software: Camtasia, ScreenFlow, Sony Vegas, iMovie, Windows Movie Maker
▪ Lighting Kit: Available on Amazon (such as FloLight or Cowboy)
▪ Backdrop: (Optional): Can be bought with your lighting kit
These products are cost-efficient. You can use an iPhone on a tripod, a $25 lapel adapter
microphone, a $50 lighting kit and iMovie to edit your videos. The total cost? No more than $100.
Setting up your mini-studio
There are many resources online on how to set up your studio. Because lighting is so important,
you will need to set up a standard 3-point lighting system.
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The key light and fill light will have diffusers on them, which are special “umbrellas” that soften the
light. Without these, the light will glare directly onto you, giving everything a harsh look. Be sure
they are included in any lighting package you purchase.
The backlight helps separate you from the background and give depth. This light will be placed
above you, while the key and fill lights will be around eye level.
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Finally, you could also use a backdrop or ‘green screen’, which can be purchased with your
lighting kit. By using a green screen, a professional video editor will be able to change the color of
the background in the editing process and add text, images and other on-screen elements as
required.
This is a typical lighting kit with 3 lights, two diffusers, and one with a backdrop:
This type of video isn’t just limited to you talking in front of a camera. This set up can be used in
other scenarios. For instance…
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▪ If your physical product is in the fitness niche, you could use a similar setup to create a gym-
type setting where you could record a full range of fitness and exercise videos.
▪ If your product is in the woodworking niche, you could film yourself creating a variety of wood
products (including your product in the videos, of course).
▪ If you were in the garden niche, and were selling some type of pruning implement, you could
create videos on pruning tips (using your product).
OPTION 2. Screen Capture
Screen capture is probably a better option if you are uncomfortable being in front of the camera. It
is also an effective method of presentation, especially if the content you are delivering contains
PowerPoint slides, graphics, text and illustrations. You can also combine screen capture with
video. Screen captures can add a lot of “meat” to your course, as they give the client a visual as to
what it is you're describing.
Your screen capture videos will feature you as the narrator, talking over slides or other content as
you deliver instructions to your audience. You will need a good quality headset or a stand-alone
microphone.
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Presentation slides will generally give bullet-point information. Research shows that bullet points
are easy to read AND are a natural eye “draw” that people tend to subconsciously perceive as
important. As you're developing your scripts, you'll start to get an idea of the MAIN points you're
talking about.
Take those points and create a slide (you can use PowerPoint or another easy, free program such
as OpenOffice, or something more creative such as Prezi) for each segment of each category.
Don't overload your clients with presentation slides, but DO put them in at the beginning and
perhaps at the end (as a recap) of each segment.
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Tools Needed:
▪ USB Microphone: A high-quality headset

▪ Screen Capture and Editing Software:
Such as Camtasia, ScreenFlow, Cam
Studio (free version of Camtasia), Jing
Camtasia Studio is the screen capture software

of choice, as it is both an editing tool and
screen capture tool. Camtasia, and other screen
capture software, records everything currently
displayed on your screen. This allows you to
record PowerPoint presentations, type text in
MS Word as you talk, browse the web, show
images, and much more.
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Digital Product 7-Step Breakdown

Here’s a quick checklist to ensure that you have successfully created a solid, market-ready, $7-
dollar digital product.
#1: Audience Connection
Have you successfully identified your target audience, and will the content connect with them?
Run through your product from the perspective of a customer and consider the following:
▪ Does your story directly connect with your buyer?

▪ Are you answering the most common questions in your market?
▪ Are you showcasing the benefits of each section?
▪ Are you ending each chapter / video / lesson with a plan that will help guide your buyer into
taking action?
#2: Are you offering a unique perspective or point of view?
The bestselling products always have one thing in common: they offer the customer a new and
unique way of accomplishing something (also known as a USP, or Unique Selling Proposition).
Always aim to deliver a unique perspective on your topic.
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#3: Do you provide proof of authority?
Regardless of how well you know your topic, you still must reassure your readers that you are a
credible source of information. Consider using research data, case studies, statistics or facts to
demonstrate your knowledge and support your information.
#4: Is the content focused?
Keep your product simple and straightforward. Don’t clutter pages with unnecessary information,
or include video or audio clips that don’t help your audience. Your audience will appreciate your
direct focus, and will find a greater benefit in being given a clear action plan that guides them.
#5: Does your product have a compelling title?
Many digital products sell well simply because of their title. Titles need to be compelling, capture
attention and speak directly to your target audience.
Check out the titles used by your competitors to what keywords they use. Focus on action words
that trigger an emotional response from your target audience.
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#6: Has your product been proof-read?
If you have produced a written product, proof-reading is critical. Make sure that the grammar,
spelling, punctuation and layout is as professional as possible. Consider having someone else look
at the final product or hiring a professional proof-reader to review your work. Sometimes it’s
difficult to catch mistakes as the creator. When you hire a professional you can benefit from a new
and honest perspective.
#7: Is your product viewable on all operating systems
Your product should viewable on all operating systems, including PC, Mac, iPhone and Android.
For written products, this means publishing your content as PDF files. For audio, it should be MP3.
For video, it should be MP4.
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1. Using PLR Content
a) Browse through the many PLR websites or do a Google search for PLR content
b) Create a list of viable PLR content options
2. Outsourcing Your Content

a) Check out freelancer profiles on sites like UpWork and Fiverr
b) For audio and video outsourcing, use websites like Voices.com or Fiverr
3. Creating Your Written Content

a) If you’re creating the content yourself, organize an outline
b) Decide on the format you want to deliver the product
c) Use high-quality royalty-free images from one of the suggested sites or Google search
4. Creating Your Own Audio Content

a) Invest in a good quality mic
b) Write a script before you begin production
c) Follow recording best practices
5. Creating Your Own Video Content

a) Use a well-known editing program to edit your videos
b) Choose a video format that’s best for your product (in-front or screen capture)
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c) Invest in a lighting kit, microphone, and good camera

d) For screen capture recordings, invest in a good microphone and editing software
e) Consider hiring a transcription service to transcribe videos or screen captures as an
additional add-on or upsell in the future
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PHASE 10: FUNNEL SET-UP & OPTIMIZATION

Setting Up Your
Emails
After your funnel content is
created and your emails are
written, load the emails into
your email marketing service
platform.
If using Aweber, you can

also integrate your sign-up
forms into your Leadpages
lead capture pages.
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Optimizing Your Funnel

Once you begin driving traffic (using the Facebook and Pinterest strategies I will talk about later)
and start seeing results, you will need to optimize your lead capture pages and emails. With your
lead capture pages, I recommend split testing two to see which converts best. Keep the winner
and create another version of the page to try and beat it.
Aim to get between a 50% and 75% conversion rate. You can view stats in your LeadPages
account, as shown below.
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It’s important to see how well your emails are performing. Take a look at your:
▪ Email open rates

▪ Click-thrus (from the email to your content)
▪ Unsubscribe rates
Email Open Rates & Click Throughs
For instance, in this Aweber stats image, you can see both the email open rates and click-through
rates. Try to identify any issues and then fix them.
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In the above example, the open rates are fine. A 30% open rate over roughly 700 sent emails is
acceptable. However, if you look at the total clicks in both email 4 and email 6, there is clearly an
issue here, because people aren’t clicking through to view the content.
At this point, I usually go back into the emails and try to identify the problems. In both these
examples, the links were too far down within the email content, and the email content was not
enticing enough. To fix this, I improved the email content and included an extra link further up in
the email body. Subsequently, the click through-rate in both these emails jumped to around 20%,
which is more in line with what it should be.
Unsubscribe Rates
Keep an eye on the unsubscribe rate and monitor potential issues. Of course, there will always be
people who unsubscribe. That’s normal. Your job is to identify any points where the dropout rate is
higher than usual, determine the problem, and rectify.
Finally, when you make changes to your funnel, always keep a note of what you changed and
when you changed it, so you can return to the stats and assess whether the changes you have
made are working or not. I usually note them down in an excel sheet like the image below.
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1. Setting Up Email Sequence in Autoresponder Service

a) Load your pre-written emails into your email marketing platform
b) Integrate your sign-up forms into your LeadPages if applicable
2. Optimizing Your Funnel

a) Set an email open rate and click-through goal
b) Place your links above the fold in the email
c) Keep an eye on unsubscribe rates and look for potential problems
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PHASE 11: FACEBOOK TRAFFIC
As we have discussed, you will need to use Facebook’s ad platform to drive traffic into your
evergreen sales funnel as well as during your product launch, if you decide to run one.
In both cases, you will need to generate leads. We have already discussed the reasons and
advantages of generating leads, as well how to create landing pages and incentive content.
However, let’s cover how you get people from Facebook to your landing pages.
Finding Your Target Audience: An Overview

Facebook is hands-down the best place for reaching a specific set of people interested in a subject
or market and generating leads and sales.
This is because they combine consumer behavior with data mining and are therefore able to
provide you with targeted groups of people that you can reach.
You can target an exact prospect, like those who have exhibited behavior that show they’re
interested in purchasing, say, a car, or interested in golf, dieting, running or people who are
interesting in vacationing in Arizona.
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You simply need to target customers who have expressed interested in your market and product. If
you’re in the yoga niche and selling yoga mats, you’d consider the following:
▪ Where does your audience live?

▪ What age is your audience?
▪ What are their careers?
▪ What are their other interests?
▪ Hobbies?
▪ What TV shows do they watch?
▪ Magazines they read?
▪ What do they search for?
▪ What do they like to buy?
How can you find all this information?
Facebook has an incredibly powerful in-depth analytics tool called Audience Insights. You can also
go to “Manage Ads” in the dropdown menu of your personal account and choose Tools >
Audience Insights.
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Audience Insights displays the

demographics of every Facebook
user. With over 1 billion users, it is
arguably the most powerful
demographics tool in the world.
With Audience Insights, you can

zero in on the location of users,
see how many kids they have, the
type of vehicle they drive, the
mobile device they own, the
concerts they go to, the books
they read, and so much more.
Let’s start by looking at an

overview of the data that
Facebook offers. The image to the
right shows some demographics
of U.S. users:
When you create advertising campaigns on Facebook, you will be using the demographic data
from this tool, which is integrated into the ad-building process.
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If you are selling yoga mats, who should you be targeting? Begin by typing in the Interest:
In this case, yoga mat appears as a direct match, but this isn’t always the case.
Common interests include:
▪ Yoga
▪ Yoga mat
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▪ Yoga pants
▪ Yoga magazines
▪ Bikram Yoga
▪ Yoga as exercise
▪ Hatha yoga
▪ Meditation
▪ Health & Wellness
For the interest ‘yoga mats’, the

demographics are mostly women.
You can also get a snapshot of the
typical lifestyle of someone who likes
yoga mats.
As you can see in the image on the

next page, 17% of people are more
likely to be married than the
Facebook average, and 61% are
more likely to have gone to grad
school.
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You can continue to dig deeper.
What’s most interesting about the image on the following page is that the number of ads clicked in
this user group is 44, while the average (the lighter blue number) is 11. Additionally, this audience
is 37% more likely to own an iPad.
The average income of this group is in the $50-$75K range but they are 25% more likely to earn
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over $500K than the average user on Facebook. They are also slightly more likely to own a home
and less likely to rent.
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This gives us a pretty good indication of the audience we would like to advertise to. We can make
the following decisions based on this data:
▪ Advertise higher-ticket yoga items (possibly at a later date with future products)
▪ Make sure to target mobile users
▪ Use images of glitzy, healthy people and nice houses in ads
Once you have fine-tuned the audience, save it for later use with Facebook ads.
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Facebook Pixels and Custom Conversions

A pixel is a piece of tracking code that you add to your website which enables you to measure
conversions, optimize campaigns and collect other useful information. You can use this pixel to
leverage the actions of potential customers who visit your website across multiple devices.
Creating Your Facebook Pixel
You can only create one pixel per ad account. To begin, go to Manage Ads, click Tools, and then
click ‘Pixels’.
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If it is your first time creating a pixel, click “Create a Pixel.”
Give your pixel a name, and accept the Terms. The ad manager will notify you that your pixel is
ready. Now you need to install the pixel code on your website so that Facebook can collect data.
You will need to add the code between the <head> </head> tags of your website.
For sites such as Leadpages, there are ways to add pixels to individual pages. Check the
documentation on your particular platform for instructions on how to install it.
Creating A Custom Conversion
As I have mentioned previously, your aim is to drive traffic to your website and get people to sign
up with their email address and enter your sales funnel.
When you create and run your ad campaigns, you are going to want to know which ads are
converting to leads. You can do this by setting up a ‘custom conversion’.
First you will need to install your unique Facebook pixel on your website as described above.
Then, whilst you are in Ads Manager, do the following…
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1. Click on the drop down as shown in the image below and click on the custom conversions link
until ‘All Tools’…
2. Then click on the ‘create custom conversion’ link (in blue)
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3. Then enter the URL of your ‘thank you page’. Ie the page where the lead ends up after
successfully entering their email address. Select category ‘lead’, click next, then name the
conversion so you can identify it easily. Then it will be saved.
4. Then once you begin your campaign, you will be able to add this ‘conversion’ as a column on
your campaign manager home page when assessing your campaign stats, and you will be able to
see which ads and lead capture pages are converting to the most leads. Keep and further optimize
the winners, and kill any ads that are not converting.
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5. When this is set this up, then you can start your ad campaigns using the options and advice
stated below.
Creating a Custom Audience

You should create a ‘custom audience’ so you can advertise (on Facebook) to people who visit
your website. Go to your Facebook ad manager, click on Tools and select Audiences from the
menu: Click “Custom Audience” and select “web site traffic.”
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Next, click “People who visit specific web pages” and add your full website name. Just in case, add
your www. and your non-www. version. Add 180 days for “In the last” – this is the maximum.
Finally, name your audience and description.
The Facebook pixel we created needs to be

on your website to work and collect data. If
you didn’t add it to your website the first time,
you can go back to your Ad Manager to add
it.
Then click View Pixel Code and copy the

code.
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In the beginning, the pixel will

be red because there isn’t
enough data. You’ll need a
couple hundred visits to your
website for Facebook to build
up your custom audience.
When it’s ready, you can use

this audience in your ads.
However, if you only have data

from 500 visitors, your traffic will
be quite small.
Luckily, Facebook has created

what’s called a “Lookalike
audience” for these situations.
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A lookalike audience is based on custom-created

audiences. Click on the name of the website
audience you created. Then click the “Create
Lookalike” button. It would be beneficial to create
several lookalike audiences based on different
countries to see which performs best.
Click save. It will take a few hours to become

active.
Once the audience is active and you create an

ad campaign, you can choose a New
Audience and select one of the audiences you
created (instead of selecting an interest from
Audience Insights)
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Like Campaigns
A “Like” campaign gives you the opportunity to increase brand awareness and follower statistics.
With this type of campaign, you spend money to boost traffic to your page and increase the
amount of “Likes.”
This gives you a built-in “pool” of subscribers you can later market to.
In addition, it helps with initial credibility.
What I mean is, if someone visits your Facebook page after seeing an ad, or after visiting your
website, having ZERO page likes may lead them to think there something wrong and may be put
off from looking further into your products and signing up to your funnel.
If you can get 250 to 500 likes, that is a relatively sizeable number, and this doubt is far less
likely to arise.
(Incidentally, I don't think that buying page likes is good way to spend ad money long term. But it
helps in this particular way to begin with)
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How to Create a Like Campaign
Log into your FB account as yourself and NOT your Facebook page. Select ‘Create Ads’ from the
dropdown menu located in the top right corner of the page. From the list of options that appear,
select ‘Promote your Page.’
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Choose the page you want to promote from the dropdown menu.
1. Name the campaign. Select a name that will represent the Facebook page you’re promoting
and the image set and/or audience you’re using.
2. Select your target audience location, gender, and age. If you are only selling in the USA,
choose just the United States. You should target specific demographics based on your Audience
Insight findings and any other research you have done.
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3. Select an Interest to target. Next, move to the ‘Detailed Targeting’ box and add a previously-
identified interest. You can also exclude people. For example, if you’re targeting coffee lovers and
don’t want people who like tea, you can exclude them.
4. In the ‘Connections’ box,

select “exclude people who
already like your page”. You
can also save all your settings
for future campaigns.
5. Set your daily budget. We

usually set Like campaigns to
about $5 per day. The larger
your budget, the more people
you will reach. However, we
found that costs per Like go up
when the budget is bigger.
6. Set the ad duration. It’s probably a good idea to set an end date to your campaign so you don’t
accidentally keep it running. It’s also good practice to get into, so you don’t forget with future ad
campaigns. You can always come back and extend the date.
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7. Give the Ad Set a name. We normally name the Ad Set based on the audience that we’re
targeting. For example, if I selected ‘coffee’ in step 8, then I would name the Ad Set as:
AD SET NAME: Coffee1
Subsequent ad sets for this audience would be named ‘Coffee2’, ‘Coffee3’, and so on. If you find
that targeting different geographical areas or different age groups are more beneficial, name your
ads that way instead.
8. Select a creative for your ads. You can choose images, video, or a slideshow of images that
act as a video. If this is your first time, it’s best to stick to images, as they’re the easiest option.
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9. Choose to use ‘Free Stock Images’ Eliminate any images that may automatically display by
default, and then click on the ‘Free Stock Images’ option.
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10. Select Six Images. Once

you’ve typed in a keyword, you’ll
see a list of related images.
Select 6 images to use. These
will be used in your Like
Campaign ad and will
automatically be tested against
one another to see which one
gets the best results.
Click on the images you want to

use to select them. Once you’ve
chosen your 6 images, click the
‘Done’ button to continue.
11. Customize the Ad Text. You can now type in your ad text. Keep it short and simple, and ask
the user to Like the page. Here are a few examples:
▪ Are you a parent? Like our page for useful tips and advice.
▪ Do you like organic gardening? So do we … like our page!
▪ Do you love gadgets? Like our page for lots of gadget news!
▪ Are you a cricket fan? Like our page …
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12. Choose Ad Locations. On the preview side of the page, you can choose where to show your
ad. Typically, we remove the “Desktop News Feed” ad space because this is usually the most
expensive. We leave Mobile News Feed and Desktop Right Column checked. However,
experiment to see what is right for you.
Next, click ‘Review Order’ to glance over your campaign settings before submitting. Once you’ve
reviewed your settings, click the ‘Place Order’ button. If you want to duplicate your order, you can
click the “Create Similar Ad” button afterwards.
After you click the ‘Continue’ button, you’ll be able to monitor your ads. Initially, the status of all
ads will say ‘In Review’. This is normal, and will automatically change to ‘Active’ once Facebooks
algorithm checks that your ad meets the criteria (usually within a few minutes).
Other Notes and Tips
▪ You can adjust your budget at any time by changing your campaign settings.
▪ A human isn’t approving your ad, especially when you’re using free stock images from
Facebook.
▪ If you want to spend more money to grow your audience faster, create multiple ad sets in the
same campaign group.
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▪ When setting up your campaign, you’ll see a little graph showing the ‘expected reach’. The
reach shows how many people are going to see your ad. The amount of reach you have will
depends on your budget and advertising costs in your specific niche.
▪ Don’t make any ad set have a budget of higher than $5/day. We’ve found that when we run
bigger budgets, Facebook raises the amount we pay per click. If you want to spend $20/site
each day, you’re welcome to do that, but do it by creating 4 different ad sets inside the
campaign, and setting each ad set with a budget of $5/day.
Boosting Facebook Posts For Additional Traffic

This is another good way to generate traffic to your website and therefore leads and sales.
Since Facebook launched their Ad network, only a small percentage of people who have Liked
your page will now see new content that you post in their newsfeed. (Because Facebook want you
to pay)
This is where Boosting comes in. By boosting a post, Facebook will show it to more people on their
news feed, increasing your post’s reach.
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Why would you want to boost a post?
▪ If you are having a sale or are running a promotion, you can create information about it as a
post, rather than as an ad. Then, by boosting your post, your audience will have more of a
chance of seeing it and clicking.
▪ If the post is interesting or news-worthy, it could be shared by dozens of people, reaching

friend group after friend group, giving it a chance to go viral.
▪ If just a few of your audience shares your post, there is a higher chance of new people Liking
your page organically, simply because they have seen your post (and your business) on their
friend’s timeline. This gives your business powerful social proof.
▪ You can also choose the audience that sees your post – those who have Liked your page,
their friends, or anybody you choose through audience targeting.
How to Boost a Facebook Post
When you are on the timeline of a page, you will see a “Boost Post” button. This brings up a “mini”
section to create your ad.
I suggest going to your “Create Ads” button in the dropdown menu on the top right and clicking
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“Boost your Posts” for additional options.
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Similar to a Like campaign, you can choose geographical location, age, gender, and interests, and
exclude certain groups.
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Set your budget (I recommend $1 - $5), add the geographical area you want the post to appear,
and click “Place Order.”
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TIP: Once you are finished, click “Create Similar Ad” to create the same ad, but target a different
interest, geographical region, age, gender, etc. You can analyse click-thru’s, and This will help you
with targeting when you boost future.
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Note: Images in boosted posts can have no more than 20% text overlaying the image. The same is
true for regular ads. Check your text percentage on Facebook here.
Measuring Your Results
Determine what you are looking for in your boosted post:
▪ Number of shares
▪ Number of new Likes to your page
▪ Traffic to your website or your offer
For example, if you want to measure website traffic and resulting sales, you can calculate how
much revenue you are receiving versus how much you are spending on your ads.
I am looking at a cost per engagement of $0.05 or lower. This means that for every “engagement”
(click, share, visit, etc.), you are only paying five cents. However, success measurement could be
different if that price tag is higher but you see other benefits: a positive return on investment with
people buying your product and/or signing up for your list.
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“Click to Website” Facebook Ads

The most direct way of sending Facebook traffic to your website is advertising for site clicks.
To post an ad, you will need a Facebook Page connected to it – however, you do not need to build
up your page with content. You need a minimum presence with a profile and header image.
There are some restricted categories and niches where ads are not allowed. For instance, pop-ups
on landing pages are restricted. Take a look at Facebook guidelines and do your own research as
rules change a lot.
Before you begin an advertising campaign, the first thing you need to think about is your specific
end goal. Here are a few ideas:
▪ To entice users to visit your website and click your offer

▪ To entice users to buy your white label product
▪ To entice users to join your email list
▪ To build awareness of your brand
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Building a Facebook Ad
Let’s say your goal is to promote a discount on your Amazon product. You will go through an ad-
building process similar to Like campaigns and Boosted posts.
What you need:
▪ A Facebook Page
▪ A destination URL
▪ An image with the dimensions of 1200px wide by 628px high (for ads where the visitor clicks
to a destination URL)
There are many online tools to create your image:
▪ https://pixlr.com/
▪ http://www.fotor.com/
▪ https://www.canva.com/
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The destination URL will be the

Amazon listing itself.
(I would recommend sending

people directly to your website
page first and have them sign up
to your email list in order to get
the code, but let’s send them
direct to Amazon for the
purposes of this demonstration.)
Our ad would look like the image

to the right.
To begin, select “Create Ads” from the dropdown menu on the top right of your personal
Facebook page.
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Then, select “Send people to your

website” as the objective.
If you want to send traffic straight to

your Amazon listing, copy the entire
URL string and paste it into the
‘Clicks to website’ field.
Your audience selection will make or

break your campaign.
Rather than choosing just “interests”

(“gardening” is very broad), think of
the following as well:
▪ A famous competitor’s brand

▪ A niche-specific magazine
▪ A niche-specific Facebook group
▪ A targeted television show or other media
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You can also include or exclude interests, or have an interest that matches another interest (“and”
instead of the default “or”). This is called flex targeting, and it can be a powerful way to drill down a
hyper-targeted audience.
For our ad, we set it to target people who like both “Garden hoses” and “The Home Depot.”
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Note that our audience size is now down to 8,100 people, which is likely far too small. You should
try to keep it above 50,000, but feel free to test different ads and audience sizes.
Set your daily budget. Unless you wish to test the

ad, it’s best to leave optimization set to Link
Clicks. This way, you can easily measure how
effective your ad is by comparing link clicks to
sales.
Next, name is your ad set.
Your options are:
▪ A single image (but you can show up to 6

different ads)
▪ A video
▪ 3-5 images shown at a time with a carousel
effect
Finally, add your headline, text that goes above the ad, customize your Call-to-Action button, News
Feed Link Description (the text below the ad), and the display URL.
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Make a couple of these ads and split-test to see which works best once your campaign starts.
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Creating Video Ads
Alternatively, you could create a video ad. Video advertising is generally more effective than
images because the user can see your ad come to life with an auto-play feature in their timeline:
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There’s a few key features to keep in mind with video marketing:
Optimized bidding: You can choose the type of bidding to pay for your ads via Reach and
Frequency. However, it is best to let Facebook optimize your bids by Views. A “view” is when a
visitor watches your video for 3 seconds or longer.
Auto-Play: When a visitor is scrolling through their news feed and comes to your video ad, the
video automatically plays without sound. Clicking the video will expand it to full screen with sound.
Remarketing: Facebook will detect when people watch your video. If you have a series of videos,
Facebook will show a different video to that person the next time they scroll through their news
feed. This allows you to continue your video “story” and increase engagement.
Call to Action: Your video will show a “Learn More” button when the video ends, or if they click
your video again. The visitor can then click to your landing page.
Analytics: Once your ad runs for a certain amount of time, Facebook will be able to collect enough
data to display statistics on how people are interacting with your video.
Here are some Video Formatting Best Practices:
▪ MP4s are best
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▪ 1080p HD resolution or less

▪ Facebook supports up to 1 GB video files, but it’s best to keep under 750 MB
▪ Videos can be up to 20 minutes long, but shorter videos have better play-back quality
Lead Generation Ads

Facebook knows a large percentage of the population use their mobile phones to visit Facebook.
This is a problem for traditional email marketing, which utilizes website sign-ups to collect email
addresses.
Because of this, Facebook has recently introduced a new lead generation ad. With this, you can
create an email opt-in form within Facebook. Even better, when a visitor clicks your Call to Action,
their information is automatically pre-populated in the fields you choose. This information is
generated from their profile (name, email address, physical address, age, etc.).
The process is very easy. Create a Lead Ad and publish it. A user will click your ad and see an opt-
in screen with their email already added. They click Next, and the page will say “You’re all set.”
Once they click a confirmation button, they will leave Facebook and go to the delivery page to
receive the product you advertised.
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Why Use Lead Ads?
You can use lead ads to further build your list for your brand, and email them with coupons and
deals to help gain reviews, launch a new product, or sell more products.
In addition to capturing email addresses, you can send your visitor directly to your website, a blog
post, or a boosted post.
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Setting Up a Lead Ad
Before setting up a lead generation ad, you need to have the following:
▪ A Facebook business page

▪ A website
▪ A privacy policy on your website
▪ A destination landing page (where you are sending your visitor after they opt-in to your form)
This will need to be done through the Facebook Power Editor.
Click the “Create Campaign” button and choose “Lead Generation” as the objective:
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If you don’t see this option, you will need to refresh your Power Editor.
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Fill out the campaign name, a new ad set, and a new ad, and click Create to continue. Set the
buying type to “Auction”.
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Add the following to your ad set:
▪ Your Facebook Page

▪ Your budget and schedule
▪ Your audience (country, gender, age, interests)
▪ Placement: Desktop and Mobile News Feed.
Finally, create your ad by clicking on the final icon tree on the left-hand side.
Add a headline, marketing text,

your image, the display URL, and
your Call to Action button.
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Next, you will add your Lead Form:
You can add plenty of information to pre-populate the form, but you should only add what you
need, such as Email and Full Name. The more personal information you ask for, the less likely
you’ll get conversions.
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You will also need to add the location of your privacy policy:
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You can also add marketing text to the form itself:
Finally, click “Review Changes” on the top right to finish your ad. Once changes are complete,
your ad is live!
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After you have a few leads, you can download and import them into your autoresponder of choice.
There are automated tools that do this, such as www.UpViral.com. Do a Google search for
“integrate Facebook lead ads with [insert autoresponder company].”
Downloading data is simple. Head over to the page you are advertising for, go to Publishing Tools,
and look for Lead Ads Forms.
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Lead Ads or Click to Website Ads – Which is More Effective?
You can build a regular “click to website” ad and have your visitors go to an opt-in form on your
website, as opposed to creating a Lead form. But which is more effective?
The answer is … it depends.
Based on my testing, sometimes lead ads convert better, and sometimes a “click to website” ad
(and then getting people to sign up there) works better. There’s no rhyme or reason to these
conversion numbers.
If you are creating ads to build your opt-in list and get people into your funnel (which you should
be doing) I suggest building both types of ads to see which is more effective, then turning off the
lesser-performing ad.
Of course, the advantage of sending visitors to your website to opt-in is that they enter your sales
funnel and autoresponder software right away. However, there are third party tools that integrate
Facebook’s lead ads into autoresponders, such as Connect Leads.
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Using AdEspresso
Up to this point, we’ve gone through step-by-step instructions on creating Facebook ads. Do you
want to split test different ads? Do you want to create similar ads with slightly different target
interests? To do so, you’d have to go through the whole process of creating a new ads each time.
To help with ad creation, we use a third party program called AdEspresso.
AdEspresso starts at $49/month, and is well worth it if you plan to build multiple ads.
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Building an Ad in AdEspresso
We will build a lead generation ad in AdEspresso,

though you can build any type of campaign in this
platform. Once you sign up, the software will ask to
connect to your Facebook account and import your
settings. Log in and click New Campaign:
Name your campaign and add any tags (for your

own reference):
Select the Lead Generation option and click

Proceed.
You can design your ad in one step and add

design variations of your it with the “+” button. For
example, if you have two headlines, you will have
two ads running at the same time.
You can have ten headline variations if you’d like,

but each ad will be seen less and less, because
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they all share one budget.
You can then select an image you have made, or select an image you have saved previously.
There is also a “Design an ad” button, which takes you to Canva, an online graphic editor, where
you can design your ad. Once you are finished, click “Create a new form” to begin building your
form. This screen looks similar to the Facebook screen:
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Go through and add a Privacy Policy and disclaimer (optional) just as we did in the Facebook
editor to create a lead gen ad before.
Add the link where your visitors will go after clicking your Call to Action button and proceed to
create the form.
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You will have a chance to preview it before publishing.
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Now that you have built your form, go back to your original ad design screen and choose the form
you just built. If you wish to later create another ad with the same form and “hook,” you don’t have
to recreate it. This saves you a lot of time.
Now, choose where want the ad displayed. I usually choose both mobile and desktop and monitor
to see which is cheaper. You’ll also want to track your conversions. You can create and set up
your tracking pixel in AdEspresso as well:
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After you create the pixel, it will appear in the form you have created. If you have pixels you
created at an earlier date, there will be a dropdown box where you can select one.
Create a new pixel for each campaign to keep track of the conversions across all ads. Because
Facebook only allows one pixel per account, each “new” pixel is the same pixel with a slightly
different code to track a particular campaign.
Next, choose your audience. As with

Facebook, choose the country you
wish to target, along with other
information like gender and age.
One of the benefits of AdEspresso is

that, by clicking the plus button, you
can add a different audience, and
suddenly, you will have two ads! No
need to go through the entire process
again.
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You can also tailor interests to be more specific. For instance, we are targeting people who are
interested in “Facebook for business,” but they must also be interested in one of the
autoresponder companies we listed.
Once you are finished, AdEspresso will let you know how many ads you are creating, based on
how many times you clicked the Plus button to create variations:
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Finally, you will set up a budget and timeframe for your ad(s). We also recommend using
“Automatic Optimization” for your ads:
Once you click Proceed, you will be able to review all your settings. If you are satisfied, click
Publish, and your ad(s) will be live on Facebook.
While your ad is being set up and processed on Facebook, you can add your tracking pixel to your
website. Click “Tracking instructions” to get the code.
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This tracking code needs to go in the <head> section of the page where you want to track your ad.
Place the code on a page the visitor would see AFTER they sign up, like a Thank You page. If you
are promoting a product on your e-commerce site, you would place the pixel on the page AFTER
they bought the product. This way, the pixel is only recording information from visitors who took
action.
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Be sure to monitor results in AdEspresso to see which ad is performing best.
There are more options for gaining traffic in Facebook, such as increasing engagements on apps
you are promoting, reaching people near your business, and gaining participants for your event.
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Final Thoughts
Facebook is by far the LARGEST source of traffic in the world, but traffic here is picky. Here are a
few things to remember when setting up your campaigns:
▪ A targeted audience will make or break your campaign – if it doesn’t work the first time, keep
testing different audiences until you find one that works.
▪ Remember to set an end date to your campaign so that it doesn’t continue running after the
promotion is over.
▪ Experiment and split-test; create variations of your ad to see which works the best.
▪ Create and add your Facebook pixel to the final page in your sales process (usually the Thank
You page) to measure your campaign and see conversion rate.
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Amazon Sponsored Ads

As the Amazon Paid Ads section is currently brief (I will expand on it in upcoming iterations of this
book), it does not currently warrant its own phase. I decided to add it in here as a result.
Amazon paid ads are an excellent way to run targeted traffic to your product pages. Not only do
you usually get around $20 in free clicks once you sign up, depending what market you are in, the
cost per clicks are extremely low.
In one market I am in, I pay literally 8 times

LESS per click on Amazon than I do on
Adwords. Plus people who go to Amazon are
there to BUY so the quality of traffic is higher.
On Adwords there are lots of irritating researchers'

and browsers' draining your budget.
Amazon ads will allow you to drive very targeted

traffic to your listings immediately. In fact, you can
get right to the top of the first page of your most
targeted keywords. Amazon have now started
displaying ads to the right of the search results, as
well as ABOVE the search results.
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This means that as soon as your product is live, you can get visibility and sales INSTANTLY.
The ads are fast and easy to set up. Your product title is your Ad Copy so there is nothing to write
(a prime reason why you should make your product title REALLY good.). Here's what you need to
do...
▪ In your seller central account, click the Advertising link at the top of the page and follow the
instructions to sign up.
▪ Once you have done this and are in the ad management area, create a campaign and ad
group, then select the product(s) you want to advertise.
▪ For keywords, select the most targeted and high traffic keywords. Amazon will suggest
keywords to use. Or you can use Google's keyword planner and /or Merchant Words to help
define a list of keywords. You should know these already from your initial research.
▪ Set a daily budget of $25 to start. (You won't spend it... but it guarantees you will get visibility)
▪ Then bid $5.00 for each keyword you submit. Again, don't worry, you wont actually pay $5.00
per click, you will pay what it takes to beat the next highest paying advertiser. Maybe 30c,
50c...$1.00 at the most. If you do this, you will be the highest appearing ad which will give you
a good traffic and sales boost as well as an indication of how well your product page is
converting.
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▪ Then let the campaign run. Amazon will tell you when a product has sold via a search from a
certain keyword so you will know what keywords are working and therefore can eliminate the
ones that are not.
▪ Just keep an eye on your ad costs and make sure your keywords are returning profits.
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1. Finding Your Target Audience
a) Understand who your target audience or ideal customer is before you begin your research
b) Answer and use the provided questions to help determine your target audience
c) Use Audience Insights to unveil more information about your audience
d) Set up your Facebook pixel and add it to your website
e) Create a custom audience
f) Create a Lookalike audience
g) Consider creating a Like campaign
2. Boosting Facebook Post

a) When you’ve created a piece of valuable content to post, boost it for further exposure
b) Create a goal for boosted posts that is measurable (i.e., X amount of likes or site visits)
3. “Click to Website” Facebook Ads

a) Determine your goal for your “Click to Website” ad
b) Create a “Click to Website” ad if desired
4. Lead Generation Ads

a) Consider creating a Lead Generation ad to build your email list
b) After you have a few leads, download and import them into your email autoresponder
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5. AdExpresso
a) Sign up for AdExpresso if you plan to build multiple ad campaigns (and you should)
b) Build your first campaign in AdExpresso
c) Create and set up your tracking pixel in AdExpresso as well
d) Set up your unique pixel on your website based on AdExpresso instructions
e) Monitor all ads to see which are performing best
6. Run Amazon Sponsored Ads to Your Product Page
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PHASE 12: PINTEREST TRAFFIC GUIDE

More than two million people pin products every single day on Pinterest.
Pinterest has been slowly rolling out advertising opportunities to help you reach this extremely
valuable traffic. In this section, I’m going to show you how to build a presence on Pinterest to
attract buyers and traffic for your products.
The are many benefits to using Pinterest: it can help you increase brand awareness, bring
additional website and blog traffic, generate new leads, and increase sales.
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Surprisingly, Pinterest can convert better than Facebook. This is because, unlike Facebook, many
Pinterest visitors go there for purchasing inspiration. The only other comparable traffic source is
Amazon directly. Here are some stats and important information about Pinterest:
▪ 100 million users utilize Pinterest every single month.
▪ Two million new products and images are pinned each day.
▪ According to research data, 93% of visitors use Pinterest with the goal of making an
eventual purchase and gathering information about that purchase.
▪ In 2015, Pinterest began allowing visitors to make a purchase directly from a pin.
▪ Purchases directly through Pinterest average an impressive $50 per order - higher than any
other major social media platform.
▪ Currently, Pinterest has 150+ million registered users. (That doesn’t include additional
people who do not have Pinterest accounts of their own, but come to browse.)
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▪ Women still significantly outnumber men on Pinterest, but in just one year - 2013-2014 -
male users on Pinterest DOUBLED.
▪ Mobile visits on Pinterest have increased substantially. In 2013, only 33% of Pinterest users
utilized a mobile device (versus a desktop). As of 2016, it has increased to a whopping
80%.
▪ As of 2016, 28% of ALL U.S. internet users browse Pinterest.
How Customers Shop on Pinterest
Shopping on Pinterest is very intuitive. For example, a person who wants to buy a yoga mat can go
to Pinterest for ideas. They would type “yoga mat” into the search bar and get hundreds of picture-
based results. Now they can browse through popular ideas and narrow down the best options.
Inspiration is one of the biggest reasons people turn to Pinterest. It has become a hub for
creativity, sharing ideas, and using those ideas as a springboard to bring pins to life. The Pinterest
algorithm does a good job of honing in on what the user is looking for.
Because Pinterest is a research and buying destination, the attention span of the average visitor is
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LONGER than other online sources. That is why you can create longer, more detailed descriptions
of your pins. Doing so will likely attract more visitors, and give your pin has a better chance of
ranking organically for targeted keywords.
The Pinterest Pinning Process

There are three types of pins that you need to focus on:
▪ Images of your products (from your website)

▪ Images from someone else’s website
▪ Other people’s pins (other Pinterest boards)
You don’t just want to share images of your own products, you want to pin images from other
people who share the same interests. However, don’t share competitor’s products obviously,
rather share images that compliment your own products. For instance, if you were selling golf
products, you could share images of famous golfers. Tiger Woods… Phil Mickelson and so on. Or
images of beautiful golf courses.
When you find a great image, you simply pin it to one of your Pinterest boards. Eventually you’ll
have dozens or even hundreds of high-quality pins, making you a valuable resource for people
interested in your category.
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If users decide to Follow your page or board, they’ll see your pins when you post them. The more
pin views you get, the more website visits you will get, the more leads you will capture and the
more sales you will make of your products.
The Pin Cycle
Pinterest’s secret to success is the way each pin grows exponentially; one re-pin becomes two,
which becomes four, and so on.
Here’s how it works:
1. You place a pin onto one of your boards.

2. Your pin appears in someone else’s feed, per that person’s keywords.
3. They like your pin, so they re-pin it to their board.
4. When their board appears on someone else’s feed through a search, they may see your pin.
If that person is interested, they can re-pin it to their board.
5. The cycle continues.
6. The average pin is re-pinned a total of ELEVEN times. That’s quite a few chances PER PIN for
a customer to relay your product or website.
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Identifying your Pinterest Category
The categories are located at the search bar at the top. Type in a keyword related to your product
and market. In this case, let’s say we are selling ‘composting bags’, we’d type in “composting.”
Not only did thousands of pins come up, but related categories - popular, frequently searched
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categories - appeared above the results as buttons.
Here we see “For Beginners,” “DIY,” “Bin,” and so on. These are broad categories, though. Let’s
narrow it down to “Garden Composting.”
Now the categories are more targeted to our example. They now include categories such as
“Raised Beds,” “Vegetables” and “How to Build.” Each of these could be used for pins on your
own board.
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Getting Started On Pinterest
Create a Business Account
Currently, to have a business account with Pinterest, you need

to reside in the U.S, the UK or Canada (though they are
expanding to other countries).
If you are outside these areas, consider having a partner or

social media manager handle this for you. If you have an
existing account, you can easily convert it.
The only difference between a personal and business account

are extra buttons called Analytics and Ads (pictured right).
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Pinterest Strategy
Pinterest users are typically creating, shopping, or researching, and are very active. If leveraged
correctly, Pinterest can increase engagement and drive traffic while strengthening the relationship
you have with your customers. Consider these key items…
1. What you need to think of FIRST is the traffic end goal: what are you trying to do and
where do you want to send traffic to achieve this? You will want to send traffic to your website
and get people into your evergreen funnel.
2. Pinterest allows you create a community, and you should take advantage of this. Begin
by getting followers. Your content will appear in their newsfeed.
3. Plan Pinterest content ahead of time. Go broad. Are you selling Eyeliner brushes? Then
think of beauty. Do you have a product in the bodybuilding niche? Think of exercise and a
lifestyle living. If you are selling art pencils, think of art, creative drawing and framing supplies.
4. Group your list of ideas into categories. If the broad niche is beauty, categories might
include beauty creams, hairstyles, make-up, tips on remaining youthful, fashion, etc.
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5. Create these categories as Pinterest boards, repining other people’s content to fill them up
(we usually start with around 100 pins).
6. Think of what will you eventually promote and run traffic to. Take the time to create high-
quality, eye-catching graphics and images as well as compelling headlines.
7. All clear calls-to-action. As your primary aim is to drive traffic to your website and get
people into your sales funnel, add action statements such as ‘click here’, ‘view more details’
and so on.
8. Enable Rich Pins. Once you set up your eCommerce website use rich pins which will pick
up the price and stock details from your product page and will display it with your Pinterest
posts.
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How to Pin Images to Your Board
As mentioned, start with around 100 re-pins. To do this:
▪ Search a keyword related to your niche and/or

product. For example, if you’re selling lamps, you
might search that word, or a phrase like “home decor.”
▪ Thousands of pins will come up in your feed. The first

pages to appear will be from the most popular pins.
▪ When you find a pin you like, hover your cursor over it.
“Save” (with an image of a little pin) will show in the
upper right-hand corner.
▪ Click the Save icon. Pinterest will ask you which board
to place it in:
▪ Under Pick a Board, click on the one you wish to save the pin to.
▪ The pin is now on YOUR board.
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▪ Continue doing this and build up many pins on each board, making each a resource for
other Pinterest visitors. They will eventually subscribe to your boards and your new pins will
appear on their feed.
Building Your Base of Followers
With every person who views your pins (and your business account underneath them), your
chance of making a sale increases. To do this:
1. Find people to follow. When a user receives notification that they’re being followed, they may
follow you back. This is another reason you want HIGH QUALITY pins. If you are A RESOURCE
for not only Pinterest browsers but Pinterest board owners, they’ll be more likely to follow you.
2. Start by following at least 20 QUALITY pinners who have AT LEAST 1,000 followers. If this
isn’t feasible, get as close to that number as possible. (It shouldn’t be hard unless your category
is very niche. There are Pinterest boards with tens of thousands - or even millions - of followers).
By doing this, you’ll be seeing the pins that are most coveted by Pinterest browsers/board
owners. Re-pinning popular images which will draw more attention to you and your business.
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3. COMMENT on the pins you re-pin to your boards. Comments get attention!
4. Use your Facebook and other pages to promote your Pinterest boards. There is a VERY
HIGH correlation between Facebook users and Pinterest users. But don’t stop at Facebook.
Have a clickable button to your Pinterest board on your website.
5. Look at the followers of the people you follow. The people you’re following are getting their
ideas somewhere. Most likely, that “somewhere” is someone else’s board. The boards they’re
following are likely to be interesting, high-quality, and popular.
The pins of each board you’re following

will now show up on your feed. With this
starter collection of boards, you will
receive hundreds of daily ideas on your
feed. View how many people follow your
board by clicking on it.
Additionally, when we place a new pin

that we plan on promoting, it’s a good
idea to pin it on the board with the most followers.
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Pinterest Advertising
You now have boards, a following, and some traffic to your website. But the real power is in
Pinterest PPC ads -- called “Promoted Pins.” How does it work?
Promoted Pins are just like regular Pins, only you pay to have them seen by more people.
The more people who see your pin, the more chances you have of getting people interested in
your content, your website and your products.
A well-promoted pin will:
▪ Spread awareness of your brand.

▪ Increase engagement (which brings attention to your product).
▪ Increase traffic to your Pinterest page and your site.
Promoted pins work by creating an ad campaign within Pinterest that will charge you on a per-click
basis. It’s cost-effective because the cost per click (CPC) is generally low AND you ONLY pay for
click-throughs to your site.
Pinterest as well has detailed guides on making and promoting great pins:
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How to make great pins:

https://business.pinterest.com/sites/business/files/how-to-make-great-pins-guide-en.pdf
Best practices:
https://business.pinterest.com/sites/business/files/best-practice-guide-en.pdf
Promoted pins creative guide:

https://pinterest.app.box.com/s/z6ka4sstoca8w4h01awmgistih62o82b
Video training from Creative Live:

https://www.creativelive.com/courses/how-advertise-pinterest-pinterest
Pinterest business tips blog for advertisers:

https://business.pinterest.com/en/blog
How to Create a Pinterest Ad Campaign
Before you begin advertising, please read the guidelines.
In the upper right-hand corner of your Pinterest home page, you will see a + button. Hover the
cursor over it to reveal a drop-down menu with “Create Ad” at the bottom. Click “Create Ad.”
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You’re now given three options: “Build brand awareness,” “Boost engagement with your Pins” or
“Get traffic to your website.” As you work more with Pinterest and begin to receive feedback on
analytics, you may eventually explore two or all three of these options. To start with, click “Get
traffic to your site”. With this method, you only pay if somebody clicks your promoted post (PPC).
NOTE: You only pay ONCE for a click. In other words, if the visitor clicks your promoted pin, then
re-pins it on their own board, it is no longer a promoted pin and you won’t get charged if
somebody else clicks your pin in that visitor’s board. You will still receive analytical information on
how many shares your pin received.
Click “Create a New traffic Campaign” and name it. “Choose Your Campaign Goal” will appear
next, followed by a daily budget field. Keep it relatively low until you see ad performance results.
Around $10 would be sufficient. Enter a start date and an end date.
Now you’re asked to pick a pin. The pin must already be published. If you can’t find it in the list,
you can search by title:
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If you’d like, add a name and make sure you have your destination URL in the proper field. This
can be your
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Directly under your Promoted Pin, Name, and

Destination URL, you will see Create an
Audience. Ignore that for now (we will
discuss this later).
Next, pick interests and find your niche.
Be specific when adding keywords. When you

type in a keyword, click to select it, then type
in more. You can also import a large list of
keywords.
Choose your location, languages, devices and genders. It is

best to split-test your ads by creating multiple variations,
similar to what we did with Facebook ads.
Finally, click your Maximum CPC (Cost Per Click) bid.

Often, Pinterest knows how much other people are bidding.
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In the screenshot below, the CPC is massively high ($2.45 to $4.95 PER click, which is quite
unsustainable). This is because I haven’t optimized the ad, which we’ll discuss shortly.
Finally, click Promote and enter billing information. Now you can view campaign statistics.
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Interest, Keyword and Location Targeting
The most important aspect of your ad campaign is targeting. The same rules that apply to
Facebook and Amazon apply here as well. With Pinterest, you can target based on keywords,
interests, location, and more.
You can also create custom audiences and lookalike audiences. Let’s explore how to do this in
Pinterest.
Interest Targeting
Like Facebook’s Audience

Insights, Pinterest can target
visitors based on interests.
There are currently 420
interests you can target.
If you are promoting pruners,

think about who your audience
is. People who like gardening
may also be interested in
home improvement. Look
through the interests to see what may be relevant.
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Your promoted pins will show up in the home feed or topic feeds of those users who are interested
in the topics you target.
Keyword Targeting
When you target by keyword, your promoted pins will appear in search results and related pins.
Because of this, cast your net to a wide audience, but make sure that audience is relevant.
Pinterest recommends using at least 30 search terms per campaign, but we prefer 100 or even
1,000. Try to add as many keywords as possible, and use Pinterest’s keyword suggestion tool to
build up your lists:
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Start with broad keywords and as you build, get more specific. For example, if you are promoting
garden pruners, start with listing general gardening terms and move towards more specific
keywords like vegetable pruning, pruning shrubs, and ratchet pruners.
Use other keyword tools such as Google AdWords to build up lists of keywords and list them in a
spreadsheet. You can collect hundreds of keywords like this and import them into Pinterest via
CSV or using the copy and paste method within the spreadsheet (make sure you choose “line
breaks” instead of “commas” in this case).
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Location and Other Targeting
Finally, you can narrow your audience to a specific location in the United States, Canada or the
United Kingdom. You can also target based on device. I suggest you split test using each device.
Audience Targeting
Audience targeting allows you to reach customers you already know. To build a custom audience,
you will need what Pinterest calls a “tag” (a tracking pixel). To access your code, go to the Ads
dropdown and select Conversion Tracking.
NOTE: The Pinterest tag code is still in development as of September 2016. If you have used a
Pinterest tracking code previously, you will need to update your code.
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Create your tag:
Name your tag something you can easily

identify. You can change it later without having
to change the code.
Copy and paste this code into the <head> of

your website.
Change “My Page” and “My Page Category”

to the descriptions of your page (for your
reference only when viewing your data).
You can use advanced tracking (event codes)

if you want to track specific pages, such as
your shopping cart or sign-up page for conversion reporting.
To learn more, visit the Pinterest help article on conversion tracking:
Technical guides:
https://help.pinterest.com/sites/help/files/pinterest-tag-guide_0.pdf
https://help.pinterest.com/sites/help/files/pinteresttaginstructions_1.pdf
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Creating Different Custom Audiences
Once your Pinterest conversion tag is active and running, and some data has been recorded, you
can create four different types of custom audiences:
Retargeting: You can target people who have already been to your website. This is great if you
wish to create a pin called “We miss you! Check out this product again!” Though it will be
published for everyone to see in the organic results, you can set up the Promoted Pin to ONLY
appear for visitors who have been to your website.
Add a list of customers: You can also upload the emails or mobile ad IDs of your customers.
Pinterest will compare this list with matching profiles, and either include them in your promotions
or exclude them, depending on how you set it up.
Re-engagement: After you’ve verified your website in your account settings, you can target
people who have previously engaged with Pins from your website.
Create an “actalike audience”: Pinterest uses “actalike” audiences to target a group based on
similar audiences you’ve created. Actalike works very similar to Facebook’s Lookalike.
If you have 200 people in your custom audience who has interacted with your brand, Pinterest will
look at their entire user base, match profiles similar to these visitors, and give you a much wider
pool of laser-targeted traffic.
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To create one of these, simply follow the steps on the your Audiences panel when creating an ad:
The source audience will be the audience created when you first set up your Pinterest tag.
The percentage (1 to 10%) indicates the portion of the Pinterest audience most like your custom
source audience. The lower the percentage, the more closely relevant the audience is to your
source. However, the visitor pool will be lower because the guideline will be stricter.
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Tips for Promoted Pins
▪ The preferred aspect ratio is 2:3 - 1:3.5 with a minimum width of 600px.
▪ The best pins are vertically oriented. However, don’t make them too tall - a
ratio greater than 1:3.5 tends to get cut off in feeds.
▪ Add a description, and feel free to get a little wordy. Longer descriptions lead
to increased engagements on Pinterest. Feel free to add relevant keywords to
your description.
▪ The first 75-100 characters will be shown, and a visitor can click to finish
reading the description. Include a soft call to action at the end of your
description.
▪ Pinterest viewers respond best to a pin that generates some sort of emotion. If
it makes sense for your product or story, try to incorporate this into the post.
▪ Be sure to overlay some text on your pin. Make this short and grabby.
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▪ To help the visual stand out, try putting multiple images into one vertical box. This gives the
user a snapshot of what to expect when clicking.
Rich Pins
While you’ll be adding many pins to your board, it’s important
to add “rich pins.” Rich pins are pins that include extra
information in the pin itself. There are 6 types of rich pins:
▪ App
▪ Movie
▪ Recipe
▪ Place/location
▪ Article
▪ Product
Like I mentioned earlier, your rich pins will generally be product pins for your e-commerce site that
leads directly to the product page. A product-geared rich pin looks like the above image.
On a regular pin, clicking the image would show a larger image -- the pin itself. To add rich pins to
your Pinterest boards, prepare your website with special meta tags. For more information, read the
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developers guide on how to do this here.
Make Your Rich Pins Buyable Pins
Buyable pins have an actual “Buy” button on the pin and allow users to purchase a product
without ever leaving Pinterest. This virtual shopping system makes it very easy to buy goods on the
go.
To begin, you must have an ecommerce site powered by one of these platforms:
▪ BigCommerce
▪ Demandware
▪ Magento
▪ Shopify
More platforms are being added, and you can apply to go on a waitlist here.
Because the average Pinterest user visits the site to research and buy products, the conversion
from this traffic is one of the highest across all social networking sites. Whether you are selling
products or promoting your blog, Pinterest is a must.
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1. Create a Pinterest Business Account
2. Pinterest Posting
a) Consider hiring a graphic designer to create a high-quality pin-able infographic
b) Alternatively, use one of the suggested tools to create your own infographic
3. Your Pinterest Strategy

a) Determine your traffic end goal
b) Begin attracting followers
c) Plan Pinterest content ahead of time
d) Group your list of ideas into categories
4. Building Your Base of Followers

a) Start by following at least 20 high-quality pinners who have over 1,000 followers
b) Comment on pins you re-pin
c) Promote your Pinterest boards on Facebook and via plugins for your website
5. Pinterest Advertising
a) Create a Promoted Pin ad campaign
b) Target users based on keywords, location, interests, etc.
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6. Audience Targeting
a) Using a Pinterest “tag” to reach customers you already know
7. Create a Rich Pin
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PHASE 13: EXPANDING YOUR PRODUCT LINE

We’ve gone through the motions of setting up your first Amazon listing, optimizing it, and
promoting it across different social media channels. The reason we start with one product and with
the lowest minimum order possible is to guarantee that we can sell that particular product. If
you’ve sold out of your first order, go ahead and order more inventory from the supplier.
Before you order, be sure to get reviews and feedback from your customers. Work out the kinks of
your first product (including packaging, design, website, etc.) before considering expanding. This
first product is essentially how you prove yourself. If you continue selling (and you should), you’ve
cemented interest in your product and can move forward with launching product #2.
Using Your Email List to Your Advantage List

By now, you should have a solid email list from people who have purchased your first product,
downloaded free content, or even just visited your website. These are the people you’ll be
targeting for your next email campaign, which will be identical in structure.
To recap, product research steps are as follows:
Step 1: Gauge buyer volume

Step 2: Assess seller competition and product price.
Step 3: Check traffic volume.
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Step 4: Test potential Facebook volume.
Product launch focuses on scarcity and pre-launch steps:
Step 1: Determine your traffic strategy.

Step 2: Product positioning -- focus on benefits.
Step 3: Define your scarcity plan -- factor in price hike, content removal, and total shutdown.
Step 4: Make a solid plan.
What’s unique about launching your second product is that you already have a reputation of some
kind with your email list. Keep the following tips in mind when launching your campaign:
Begin your email by introducing yourself with a line like this:
“Hi Sam -- I’m reaching out to you because in the past you’ve downloaded our “Springtime
Pruning Guide.” I’d like to give you the opportunity to download our new, FREE e-book,
“Growing Tropical Plants At Home.”
By giving away free, relevant content, you are pruning (pun intended) your customers (again) for a
future purchase. Here’s another email example:
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Notice how this email is chockful of links. They link to the website and product, and you should
also incorporate links and a call to action into the email.
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It’s best to go over the steps from earlier in the book when you are researching and launching your
product, but the good thing about expanding your line is that you have firsthand experience putting
a product out. You also have thorough understanding of all the moving parts and can work out the
kinks along the way. It’s important to move slowly as you add more and more products, because
you are constantly trying to remain as low risk as possible, especially in the early stages.
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14: CROWDFUNDING - MAKING MONEY WITH A UNIQUE

PRODUCT
You’ve come a long way and built up a brand for yourself. You’ve optimized your listing(s), created
powerful ads, and cultivated an audience. And once you’ve began making sales with your
product(s), you can get a little riskier with a unique product of your own. For example, if you’re in
the fitness niche and have a few fitness products under your belt, you may have the capital to
build a fitness app or even work with manufacturers to create an entirely new product.
Whatever the case, you’ll need an audience and money to continue building out the product. One
of the best ways to do this is to create a crowdfunding campaign.
How Crowdfunding Works

A crowdfunding campaign allows an individual to raise funds for a product or service from
“backers” who contribute a certain amount of money in exchange for “rewards.” Campaigns set a
goal of raising a certain amount of money and campaigners have a certain amount of time to raise
that money. At the end of the campaign, if successful, contributors are given their rewards.
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Crowdfunding Platforms
There are several crowdfunding platforms, but we’ll focus on the major two: Indiegogo and
Kickstarter. Both offer individuals an opportunity to raise money for their ventures, but have a few
key differences:
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Kickstarter
Kickstarter is synonymous with crowdfunding, and the biggest platform available. Less campaigns
are hosted with this platform, but the success rate is much higher. On the other hand, Kickstarter
is more on the strict side. All campaigns need to be reviewed by staff before going live, and there
are more restrictions on campaign specifics. Certain rewards are prohibited, like coupons and
contest entries. Overall, there are three rules every Kickstarter campaign must follow:
▪ Projects must create something to share with others

▪ Projects must be honest and clearly presented
▪ Projects can’t fundraise for charity, offer financial incentives, or involve prohibited items
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IndieGogo
Indiegogo, while smaller than Kickstarter, offers ample opportunity. One of the key differences
between the two is that Indiegogo allows campaigners to receive all their funding even if the
funding goal isn’t reached. It has 24 different categories, compared to Kickstarter’s 15. At any
given point, Indiegogo usually has more live campaigns than its competitor. This is because
Indiegogo tends to have more flexibility; campaigns are set live automatically, without the need for
staff approval.
Indiegogo also has a unique InDemand feature that allows campaigners to continue raising funds
beyond their goal and campaign end date. If this works for you and your product, it’s a feature
worth taking part in.
5 Tips for Building a Successful Campaign
Tip #1: Build your campaign around a story. People don’t just put money into products (unless
you’re a huge, established brand like Apple) -- they put money into stories. Backers want to know
the people behind the product and how you got to this point. Be personable and show your
personality here. Explain why you need their support, and don’t be afraid to be both professional
and candid.
Tip #2: Create a crowdfunding video. You absolutely need a video for your campaign. According
to Kickstarter, a video increases your chances of being funded by 50%, and the majority of
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campaigns have them. We discussed shooting a video earlier and same rules apply here as far as
lighting and necessary products. Write out your script and try to incorporate real-world scenes.
Because you have a background in this particular niche now that you’ve made a profit, assert your
expertise. Also discuss your plans for the future and how you’ll use the funding to move forward.
Take a look at this Indiegogo blog post featuring a compilation of 10 of the best crowdfunding
videos.
Tip #3: The campaign page should be planned before you even begin to add content into the
platform editor. Some of best campaigns have several graphics, healthy content, and press
quotes. If you don’t have press quotes, feel free to use relevant reviews.
Depending on your writing skills, you can either hire a copywriter to convey the message or write
the content yourself. However, unless you’re solid with your design skills, it’s probably best to hire
a freelancer. A well-designed page can make or break your campaign, so it’s important to keep
that in mind during the building process.
Tip #4: Do PR outreach. As with some of the other areas, PR outreach is something you can
outsource or do in-house. This depends on your skill level and budget. If you have relationships
with editors or can write a mean pitch, go for it.
However, understand that the pitching process is important -- don’t just send copy-and-paste
emails so dozens of editors. They’ll know, and they won’t be happy about it. Offer something of
value to each unique publication, and they’ll appreciate the obvious tailoring.
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Some PR agencies, like Agency 2.0 and Crowdbooster, specialize in PR outreach for
crowdfunding campaigns and accept payment via an upfront fee and percentage of campaign
profits. This incentives them to work as hard as possible for your campaign. You can also hire an
independent freelancer for a fraction of the cost.
Tip #5: Look at successful campaigns out there in the same niche or category. This will give you
an idea of your competition and how your campaign should be set up. This will also give ideas for
rewards, videos, graphics, and overall layout. Here are a few notables:
Fashion: The Libre Sweater (raised more than $300,000 of its $50,000 goal)
Crafts: The Stealth Shelf (raised $86,000 of its $50,000 goal)
Technology: MagBolt (raised over $85,000 of its 12,000 goal)
Design: Coolest Cooler (raised over $13 million of a $50,000 goal)
Photography: Remembering Elephants (raised $50,000 of its $20,000 goal)
Rewards
Rewards encourage potential backers to contribute to your product in some way, so the rewards
you choose should be as enticing as possible. Reward costs vary from as little as $1 for a shout-
out to $1,000 for a custom high-end product.
Rewards are organized on the page in tiers, from the lowest-priced reward to the highest. You can
also limit the availability of some rewards, which plays into the scarcity of products we discussed
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earlier. For example, if you are offering to create custom plates for your food-related product, you
may want to limit this to the first 50 or so.
Kickstarter came up with a list of 96 creative reward ideas. Here are a few of them:
▪ Food photography (this is great if you have a cookbook or other food-related product)
▪ Custom phone cases
▪ Backer credit (put the backer’s name somewhere publicized)
▪ Immersive literature (write the backer’s name into a story line)
▪ Hand crafted mugs or other dishware
▪ Personal recipes
▪ Custom memes
▪ Refrigerator art
The great thing about rewards is that you can get as creative as possible, and the more creative
and unique the reward, the better chance people will take it.
Although you want to make as much money as possible to achieve your funding goal, be fair with
your pricing. The most popular reward pledge on Kickstarter is $25. And don’t be afraid of the
power of $1, either.
Amanda Palmer set a record on Kickstarter with a $1 reward that offered a digital download of her
album: it was purchased 4,743 times. Other campaigners have also gotten creative with their $1
rewards. For example, Penny Arcade’s project had a $1 reward that read:
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This reward was backed by over 2,500 people. If you don’t have the bandwidth to get that creative,
don’t fret: many $1 and $5 rewards are digital products.
Campaign Success: What Now?

Congrats! You successfully raised your money. Now what? Now’s the time to focus on your
backers - the people who made your campaign happen. Clear and constant communication with
your backers is important. Respond to comments on your campaign and maintain support. Send
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updates and engage with backers on social media. Here are a few things you can share with your
community:
▪ Photos of your team with or working on the product

▪ Photos of your team working on custom rewards
▪ Prototypes
▪ Milestones
▪ Major announcements
▪ Production delays
▪ Packaging
Once finished, you’ll begin the fulfillment process. Indiegogo offers a Post Campaign Checklist that
you can use as a general rule of thumb for both platforms. The people who backed your product
will also be great to hold on to for future ventures. Keep this email list safe and use feedback from
your backers to build better campaigns in the future.
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PHASE 15: CREATING YOUR OWN ECOMMERCE SITE

Once you have a proven interest in your product and have solid sales, you can begin launching
multiple products and adding to your lineup. With multiple products, it’s best to progress beyond
an Amazon listing. The next step: creating an e-commerce website.
Major ecommerce platforms include:
▪ Squarespace
▪ Magento
▪ Shopify
▪ Drupal Commerce
▪ WooCommerce
▪ Wix
4 Top E-Commerce Benefits

Benefit #1: Search engine visibility. You can optimize your e-commerce site to appear higher in
search results the same way you optimize listings and ads. This opens up a whole new portal of
opportunities. To increase SEO, many e-commerce platforms offer a variety of plugins that make
search engine optimization easier than ever.
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Benefit #2: More creative control. When you have your own website, you can truly create your
own brand outside of Amazon, Facebook, and Pinterest limitations. Choose your theme, colors,
design scheme, and countless other elements that make your product truly yours. Additionally,
your website can house your FAQ, Contact, and Blog pages (all additional opportunities for
optimization).
Benefit #3: Built in marketing tools. Many e-commerce platforms were built with marketing in
mind, and truly cater to budding businesses. For example, the most basic Shopify packages
advanced analytics and integrated SEO tools. Additionally, they make it easy to create discount
codes, marketing emails, custom gift cards, and support social media integration.
Benefit #4: Low overhead costs and easy setup. Unless you’re building an e-commerce site from
scratch, most major options have low monthly fees and bundle several features together, including
hosting and aforementioned marketing tools. Setup requires very little design know-how: simply
pick a theme and customize it to your liking. You can hire a freelancer to take care of small design
needs, but for the most parts, these systems are plug-and-play. You can be up and running within
24 hours of signup.
Successful E-Commerce Companies

There are hundreds of thousands of e-commerce companies out there and hundreds of themes to
choose from. Even the most popular brands use e-commerce platforms; TOMS Shoes uses
Magento while Tesla Motors and Red Bull use Shopify.
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The three examples below were chosen because, while they are not on the success level of major
brands, they are solid companies making money from simple products.
Faucet Face
Faucet Face is an e-
commerce startup that uses
Shopify. Faucet Face takes
an ordinary object -- glass
bottles -- and makes them
sexy. Not only do they
transform glass bottles, but
they’ve paired it with a social
cause that only propelled
their success. The 1 for 100
program donates 2.5% of all
sales to hose water, water
bottles, and filters for families
in India.
P295
Good Candles
Good Candles is built on Squarespace and the company sells candles made from American grown
soil with high quality fragrance and oils. The company does two things well: packaging and
branding. It proudly advertises the fact that they’re Brooklyn-based and American-made, and the
packaging makes something as simple as a candle appear high-end and classic. Each candle is
given a unique name like “Washboard” and “Campfire” and shows photos of how the product is
produced to appeal to consumers.
P296
FIT For Her
FIT For Her is a sport supplement for women with a large line-up of products. The WooCommerce
hosted-website is straightforward, and the company does a good job of posting inspiration photos
and other content across social media channels -- particularly image-based platforms like
Pinterest and Instagram.
P297
FINAL WORDS
Congratulations! You have successfully finished this book and (hopefully) launched at least one
product.
If you’ve read this entire book without acting, it may seem too good to be true. But the fact is, it
takes time, patience, hard work, and dedication.
Many businesses fail because of what we call “shiny object syndrome.” Shiny object syndrome is
when you are easily distracted by something and in this case, a new business idea. It’s not
uncommon for hopeful entrepreneurs to begin a project and move on to something new before
completion. This often happens when the project is taking too long or results aren’t immediate. But
the step-by-step instructions provided here are PROVEN and EFFECTIVE.
I encourage you to take steps beyond this book and create your own success. Take your time, and
do plenty of research. As you go through the motions of setting up your first few listings and ads,
refer to this book time and time again. After a while, it will become second nature. a
Amazon success stories are aplenty, including my own:
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P299
Read the stories of people who come from all walks of life and found happiness and success. In
the words of the late Steve Jobs:
“I’m convinced that about half of what separates the successful entrepreneurs from the
non-successful ones is pure perseverance.”
P300
Copyright © 2016/2017 by Tim Godfrey
All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means,
including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the
publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by
copyright law. For permission requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at the address
below.

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P1

INTRODUCTION AND OVERVIEW

My Story: From Failures To $30 Million In Sales

Building A Successful Online Business: 6 Essential Steps

System X: Process Overview:

PHASE 1: SELECTING YOUR PHYSICAL PRODUCT

Conducting Product Research

Download the spreadsheet from here

▪ Amazon.com marketplace (US – has the largest traffic volume)

Your goal is to create a list of 30 or 40 products ideas.

AVOID these types of products:

Instead, look for products that:

▪ Are not too bulky.

Here are some examples of GOOD product ideas.

And here are some examples of BAD product ideas:

Here are three methods to find product ideas:

The following image demonstrates methods 2 and 3…

Testing Product Viability in 6 Steps

First, identify the Main Product Keyword:

Step 1: Gauge Buyer Volume

Step 2: Determine Seller Competition

IMPORTANT NOTE: Choosing a product that has a low BSR (meaning it

Step 3: Assess Product Price

You can find out more about ASINspector here.

Step 4: Check Traffic Volume

jackpot with a product that sells.

See the image on the next page.

Add the traffic data into your spreadsheet.

Step 5: Test Potential Facebook Audience

▪ Enter the country where your Amazon product will be selling.

Method 1: Type the

▪ For yoga mats you

▪ For golf balls you

Instead, you would find this audience by selecting:

Record the Facebook audience size in your spreadsheet.

Step 6: Refine and Confirm Your Product List

Testing Product Profitability

1. Make sure there are suppliers for each product

1. The item price

In the below example, I have done the following:

See the image on the following page…

Therefore, this product passes the initial profitability test.

Finding the Right Suppliers

Here are the steps to take:

▪ Go to www.Alibaba.com and sign up for an account.

(I am specifically looking at the black nylon mat 180cm x 90xm)

know a company who does?

Alibaba Buying Requests

well and gets your general point across. For example:

Additional Cost Considerations

Selecting A Product to Move Ahead With

So just to confirm everything.

-- plus the air express shipping of approximately $1378

Is that all correct?

Ordering A Product Sample

Phase 1 Review & Action Plan

2. Test Product Viability

3. Test Product Profitability

4. Finding the Right Suppliers

5. Additional Cost Considerations

c) Pick a product to move ahead with and order a sample.

PHASE 2: BRANDING & PACKAGING

Here are the steps you need to take…