Welcome to issue #3 of the Ecom Product Finders Newsletter!

Today:

💡 I‘m 40 and still looking for a father figure

💰 How can you sell a $9.99 product at $55.99?

🏆 The way to beat competition with just one small tweak.

❌ “Kosher” product that lost all sales.

🚀 How to get into the market prior to launching the inventory.

💡 I‘m 40 and still looking for a Father Figure

Long story short:

I’m a Surprise kid. Kinder Surprise 🙂

My mom tried to abort me multiple times, but she couldn’t. Doctors said that if she had an abortion, she would never have children because of the abortion 3 weeks prior.

My biological father didn’t know about her pregnancy and found out about it only when I called him after growing up, at the age of 22. He was surprised, we talked for 2 months, and then he disappeared. I sent him some messages trying to establish the relationship; he just ignored them. I understand. The fact of him having a grown daughter could destroy his family, and of course, they are the priority.

My mom hid this fact of being pregnant from a co-worker, from everyone in the family, and married a guy who thought I was his child. In reality, his child was aborted (he didn’t know).

Are you still with me? I know it’s a telenovela 🙂

When I turned 14, I asked my mom who my dad was, and she opened Pandora’s box for me. She had a question, though, how I found out about it. I just felt it.

My dad is 100% Ashkenazi Jewish, a surgeon, the Head of one of the hospitals, and a local politician. And I’m very thankful for his genes.

The dad that married my mom was a good guy in some ways, but he was never a father figure.

I never sat on his lap, was not hugged, he was never interested in my problems, never stood up for me, and never supported anything.

After my High School graduation, he promised to pay for my college, and refused to do it when I was in the second semester. This is how I started my first business 🙂 Treat everything as an opportunity. Learned it early.

When I meet an older and wiser man that makes me feel like a little girl who wants to learn more from him, I’m always thinking: If he could be my dad.

In our community, there is one MAN who is very smart, also Jewish, very successful, extremely intelligent, and when I learned more about him, I thought that he is the role model of the Father figure I wanted to have.

His name is Donald Henig. A lot of us have childhood problems that we are carrying through our lives, and it’s normal. Don’t be scared to share it with those who you love.

💰 How can you sell a $9.99 product at $55.99?

Look at those 2 products:

Product ONE

Product TWO

Both of these are desk organizers. Both can store papers, pens, and pencils.

Both are targeted for similar keywords. Both are probably paying the same amount per click.

In one case, we have negative profit; in another case, positive.

Have you been trapped by those revenue numbers?

Chad Rubin always talks about profits.

How many times did you hear:

• My product is better and cheaper.

• I have better discounts.

You don’t have to fight for price. Fight for the quality of your customer.

By avoiding cheap people, you will avoid cheap results and endless hustle.

Cheap clients will complain, return, and you will be running out of profit before you run out of stock for the third time.

At the end of the day, you will have revenue but no money in your pocket, as the example above.

Solution:

Create an opportunity for the right avatar.

Do not chase the biggest unit amount to sell; chase the product that is being missed by your customer avatar, and scale it.

A lower amount of revenue can make you a larger amount in profit.

🏆 The way to win competition with just one small tweak.

We had a client launching his brand as a direct competitor to Zetsy Paws. Naturally, I thought it was a risky move, but he had a different, non-e-commerce-based long-term strategy, backed by decades in the industry.

Our mission was to ensure his listing and main picture would convert.

Here’s how we made it work:

• We discovered what mattered most to the audience for making that initial decision.

• This crucial element was highlighted on the main image.

• We conducted a test against our competitor using an open-ended question via PickFU, without leading respondents to a specific answer. And we won!

❌ “Halal” product that lost all sales.

This product I’ve got to review came from one of the submissions!

The brand owner did a great job by making it very clear in their naming who they are serving.

In my video, I reviewed the main mistakes that can be improved, besides shifting the product into FBA and starting PPC.

One thing I did not mention is that this product requires re-branding.

The purpose of the label is to allow consumers to read the benefits and make a decision to purchase before going through the listing.

As you can tell, the label is not readable

and should be improved. If you scroll up to the example of the pet supplements, you will be able to see the difference. The pain point of the product should scream at you from the listing.

Drop it in the ‘hot set’ request form. I’ll pick one to feature in each issue.

Do you want to share this newsletter with friends and entrepreneurs?

We’ve got rewards for you: free services, Starbucks Gift Cards, and cash prizes!

🚀 How to get into the market prior to launching the inventory.

Here we use several approaches. None of them are free.

All of them require investments. And I want you to manage expectations.

Number one is a Kickstarter/crowdfunding campaign. And I can share more information with you.

Reply to this e-mail, saying “I want to learn more about KK.”

Number two is SEO.

YES!

SEO. One of the biggest complaints we receive is that “PPC is expensive,” and sellers don’t want to spend money on traffic long term. The reality is that you have to pay for client acquisition.

And here’s how you can do it on the backend.

The moment you decide on your next product, you start building, in case you don’t have it yet, a website that you will be ranking in the search engine.

Given that the average time of launching the product is about 6 months, and the time it takes to be visible having a new website is about 6-8 months, you have a pretty good advantage of building your product’s presence via DTC prior to your launch, and save money on PPC on the backend.

In this case, PPC will help you scale and NOT get into the business. The client acquisition will be much cheaper.

I believe this is something you want to learn more about, and I will be planning one of the Tactical Tuesdays webinars with the details to share with you nuances of this process.

Answer to Trivia:

Jeff charges $1M to $1.5M for one speaking spot.

• Also, if you’re coming to Prosper, I’m hosting a party with Rich Goldstein at MGM Skyloft Suites. And I hope to see you there!

Exclusively for my newsletter SELLERS is an 80% OFF code:

80OFF, valid until Monday the 25th.