hey Nate here with free up here with Bradley from helium 10 let Bradley how
you doing what's up what's up awesome so today we're gonna talk all
about creating listings now I know this is a pretty big topic
why do you are hiring either VAs that you're teaching your technique to or
hiring a specialist or expert to come in and use their technique today we're
going to talk all about how you can use helium 10 to make the best possible
listings brother yeah I kind of like your take on
on what makes a good listing on Amazon nowadays because I know what makes a
good listing now is different than it was a year or two years three years ago
yeah well just generally speaking I mean that there there's two things that you
got to be interested in when you're making a listing you got to make sure of
course they're gonna get indexed for it because you know if you're not indexed
for it or you're not searchable for a keyword it doesn't matter how many
searches that keyword gets you know ten or a million you're never gonna show up
so it's important that you make amazon happy in the first place with your
listing because if you want to rank for or you want to be index for a certain
keyword but it has nothing to do with the category you're in oh just because
you have in your listing does not mean that you're going to get indexed for it
like you know if you're in the Beauty category and you're trying to for
whatever reason rank for iPhone phone case well just because you have any
listing does not mean that you're gonna get it index for it so there's a lot of
things that you have to be aware that you have to make Amazon happy or you
have to be relevant to Amazon for the category right and that's something that
a lot of people put too much focus on sometimes but it is important I mean you
cannot Amazon is not gonna show you if they don't think that their buyers are
interested in that keyword so the first person you got to make happy is Amazon
but the the more important person you have to make happy with your listening
is the buyer and of course you know the the number one thing that buyers look at
is your image probably your title so you know helium 10 it doesn't have image
generator you know you've got to handle that and obviously the A's are the best
way to go because you try and hire a graphic designer United States you're
talking fifty dollars an hour or more so once you've got that down um then
it's all about the copy and listing and where do you put it like you know the
last video we talked about you know finding those keywords right so the
question is how do we put those keywords in the listing in a way that makes
amazon happy and in a way that's going to make your buyers happy so I thought
that's what we talked for a few minutes about today
yeah Before we jump into that can you talk about what are the big no knows
what does Amazon light and not like in listings where was against their Terms
of Service because I know there's lots of different rumors out there and some
people watching might just be new to Amazon and not now yeah so um there's
what's called forbidding keywords all right that you just not suppose he's
like you know profanity drug related you know keywords um you're not supposed
to put your competitors brand names and your listing front you know or back or
back in there are certain terms that they don't like like I believe like buy
one get one free or things like that you know you're not supposed to put it so
like some people say well I can't get indexed for this what were you trying to
get indexed for it like you know special prime deal or trying to use Amazon's you
know keywords there are words that are trademarked you know not brand names but
like the one example I I know of because somebody told me about this is the word
farts that's actually a trademark word you know not because there's there's a
brand name called farts but somebody literally trademarked that word so it
was a few months ago anybody who had that like in their listing or their
product got removed from Amazon because they were using a trademark word so
there's all kinds of things that you shouldn't do the other thing that amazon
does not like is keyword stuffing and that makes sense I mean we put so much
emphasis on keywords and keywords are important but you don't want to do it to
the point where you're just trying to use up your entire bullet points with
just random keywords because that Beth doesn't look good to buyers and Amazon
if they see that they're going to frowned upon that one thing I've been
hearing about this kind of a hot topic here in 2018 is you know Amazon really
wants you to use your brand name as the first word in your title um and and this
is something they've been talking about for months you know it's not something
that's you know requirement where you try and upload a listen without it that
it's gonna get blocked no but you know I was at the Amazon boost we got the
Amazon news conference in nor was it okay yes I was out there and they had a
speech and they said yeah you know what we're gonna start doing is people who
don't have this in there listening we're gonna go in
there and change the title to what we want including the between the brand
name at the top it for a lot of these if you have like a hundred and fifty
character title Amazon usually doesn't like that either
you know it's allowed but they really like it to be like a hundred characters
or less so what they're doing now and I've seen this in Facebook groups is
somebody said oh man I listen got changed what it was is Amazon goes in
there if they don't see that your titles at the beach or that your brand name
it's the first word of the title they'll go in there put it at the first and then
they'll look at this your title that you maybe have optimized you know think best
for search but then they're like this is too long so we're just gonna go change
us to whatever we walking now Amazon this team is not exactly the best
copywriters in the world so they change it and then you're kind of like locked
in um you know win that title unless you really really somehow convinced them to
change it back so that's kind of a hot topic for right now so so guys it's
really important to have a good listing don't keyword stuff you don't go over
the indexing limits you know like some some categories have for example 100
characters you can use for bullet points others have 500 just because it has 500
doesn't mean you need to go out and do 500 per because actually you can only
last I check index for 1000 characters total in the bullet points so you just
got to know all these little rules and regulations in your search terms
if you go over 250 characters and the whole entire thing gets unindexed so you
know there's all these little things that that you got to watch out for but
if you're doing things right um you're putting yourself better than more than
50% of sellers who don't even know about these rules are you laying what about
just a difference between a good and a great listing or are there any things
you've seen that ok you can get by with that it's solid but if you do this it
elevates you to the next level yeah I wanted to do that oh there's another
video I think we can do we didn't talk about the reviews in the last one right
we're mostly using like cerebro yeah so so there's not time to talk
about that today that's another that's another one or but to really make the
emotional connection you know that that's what that's what even that's some
top sellers don't do you've got to make an emotional connection with your with
your buyers and doesn't matter that you know what this is so important I almost
think that maybe we should make this you know I might demonstrate that today and
save the right elicit because actually that is a
before I'm you know right in the listening so what do I mean by making an
emotional fiction let me go ahead and share my screen here if I can and give
you an example I'm glad you brought that up let's see here alright do you see my
helium 10 screen here yeah okay so uh the one I always pick on I always use
this and I don't know if you saw I don't think you saw my my talk this weekend or
this man showed up right as you were leaving it yeah so like I actually
brought up this this example here and now there's a top seller here in the
collagen peptides market and he's doing about seven hundred and fifty thousand
dollars let me see if I can find him yeah here he is right here so he's
obviously doing something right because this guy's on one little SKU right here
he's making almost a million dollars a month on Amazon just on this one SKU I
mean that's that's anybody's hashtag goals right there but in my opinion he's
leaving money on the table um look look at this look at this bullet
point right here first of all go on mobile the first thing that comes up is
actually your description so you know the first thing that comes up on desktop
obviously is the bullet points right but on mobile if you look at this product on
mobile or any product the first thing that comes up is the first couple lines
of the description so so notice the first couple lines this is literally
what people would see let's read this it says collagen is the protein that moves
you skin two joints muscles to bones about 30% of your protein mass consists
of collagen a fibrous structure that helps connective main tissue maintain
strength and elasticity you were if I'm a buyer for this you've already lost me
all right and the reason is this they're to me there's two kinds of buyers on
Amazon there's people who are searching for a brand or people who are kind of
not married to a brand but they're just doing a general search you know like if
you're going to search for a spigen or speaking Harvey say you know a phone
case you know you type in that and that's what you're looking for you're
looking for that exact product and you wait so you find out or Nike shoes right
right the other kind of customer is like iPhone 8 Foam cakes you know they're not
married to a kind of brand they're just looking for a phone case and then
whatever catches their eye know they'll click on it maybe read a little bit for
15 seconds and then it if it's something they're interested
they'll go ahead and get it but here's the thing so for that second kind of
customer you've really got to set yourself apart and give them a reason to
buy your product because the the night the person if you're selling some
no-name shoes the person who's selling who who's looking for Nike shoes they
would never buy your product in the first place there's locked in on Nike
shoes but let's say they're looking for you know best shoes for Zumba Fitness
right um well then maybe they see your shoe they're like okay let me let me
click on this you know something in the image or the thumbnail interested me the
price let me see what this is about and they just read like the first two
bullet points the first little description so you've got a right there
make an emotional connection with them to get them to to be interesting your
product now look at this in the description right here the first
sentence they're not doing that they're trying to give you an education on what
collagen is but guys if I'm a buyer and I search for this I'm like dude I
obviously know what collagen is otherwise I wouldn't be searching for
I'm not here for a lesson on what collagen does or or how much of my
protein mass I mean uh otherwise I wouldn't be on this page so you know
what I'll be mad and I'll just go to the you know go to the next product you know
there's no emotional connection what about their bullet points um here watch
this here's their bullet points Zann max collagen is enzymatically processed to
ensure intact peptides property source from pasture raised grass-fed non-gmo
type Roman numeral one and Roman numeral three one hundred percent natural
hydrolyzed I've already fallen asleep what is this nonsense you know I I'm not
a scientist I don't understand ott care less about this there is nothing that
speaks to my wants my needs my fears you know um my anything I mean so this again
and again this guy he must be a brand name um and he's got good images and
like I said he's making over a million dollars but or seven hundred thousand
dollars but I think he could easily make up to a million dollars if he just fixes
a few of these things in in his listing and so again the point I want to make
here is yeah before we even get to that right you know we'll have to say that
for another video but this is part this is an important part of
the Lisi um because here in this don't do keyword stuffing this is where you
make the emotional connection so how do you get in your customers mind you know
how can helium 10 you know help to do that now this is something that I
actually did use the A's for you know back in the day what I would do is that
would have them go I would hire like to be ace and have them spend a week
reading these reviews like this is 865 reviews and they would go in and read
all of these reviews and start putting common phrases that you know that they
would see or just start tabulating what is on people's minds when they're
talking about this product and it would take you know if there's a listing that
have you know one to three thousand reviews it would take two people get a
few days to go through everything and and and you're kind of is hoping that
they're tabulating it that they're tabulating it right and if that's what
you need to do then absolutely do that all right
but the faster way and that's even with using the ages are not using the ACE
easy you just use a review downloader all right I'm gonna click this review
downloader now the original way that people teach others to use reviews is
like usually what you're formulating your product you're about to make a
product and then they say look at the negative reviews which is 100% correct
and then so so so Nate why do they say to look at the negative reviews when
your of your competitor when you're about to make your product I kind of
shows you what to avoid yep what to avoid what people are complaining about
about that one you know like maybe everybody hates a taste of this or hey
this tastes like vanilla sucks and so then in yours you're like okay we got to
make sure ours doesn't taste like no and what you said is right what people teach
is right I even teach that all right but the reviews are so much more powerful
than just that I look at the reviews and I say hey let's look at all the reviews
this is just I'm just gonna pick one from January of last year to January of
this year and I'm gonna hit extract it's gonna come up with all the reviews that
have been have been done in this in this timeframe so what am I looking for when
I do this and I hope this works my Chrome browser here has been overloading
lately but anyways what am I looking for I'm looking for any like two three or
four word phrase that is coming up over and over again be
positive or negative this is something that is important important to my buyers
and again if I'm coming up with a collagen peptide if I'm coming up with a
collagen peptides and product then I want to you know whoever bought this
this guy's product is gonna be my potential customer my potential
demographic so whatever's on their mind could be something that is going to be
on my potential customers mind so I got a I'm gonna have to restart my Chrome
browser here hold on here this into two parts two we'll call this listing part
one and listing part two so if you're watching this will be the first part
will kind of give you the beginning of it the way you should know before really
diving in and I will have a second video that just kind of carries on this
conversation absolutely yeah cuz it's all really part I mean even the last
video is kind of part of this too but we have to find the search term keywords
you know first that's that's going to create um you know value for your for
your product and for your listing and then now we're finding the part that you
know finds the emotional connections and then we're gonna tie all together kind
of in the in the next video so hopefully I can restart this and it'll work but
you know if you have a brick and mortar you know a product or a product that's
sold in Walmart it's not like you can go to the you know collagen peptides aisle
and you know you're looking at your competitors you know products and then
you're like okay I see here the bio proteins collagen
peptides that's my main competitor I see here the ZeniMax ah I know exactly what
the customers who bought this we're thinking about before they bought it and
after they bought it no I mean you just can't do that but that's kind of what's
cool on Amazon you can with Amazon because you just have to go ahead and
look at what they're look at the reviews and then you see you you get the insight
into their mind what were they thinking about when they purchase this oh I
purchased this because I was looking for or after I use this for a month I really
loved how it did you know and these are all insights that you just cannot get
you know outside of Amazon and this is what makes it so powerful in order to
use this and that's why I say you know whatever tool you're using or if you're
not using a tool I don't care you guys need to have your bas or or whatever
tool using download these reviews and then look for
commonality so I'm going to try this one more time in a couple seconds here
February oh it's February ray let me try and get do a little bit more reviews
that's one thing don't have a million Chrome extensions guys because it just
screws up it screws up your your your Chrome so I'm gonna I actually did this
in the presentation so I have a recording of me doing this so instead of
trying to fix my Chrome browser I'm gonna show this to you here where is it
here we go alright so here's my PowerPoint presentation let me get to it
here all right so what what about you uh made youth do you have I mean without
knowing this this market of collagen peptides you know intimately
what would you say could be the most talked about things like what would you
normally think logically case results if there's any kind of influencer or
someone using them some kind of proof of concept or case study outside of that I
mean it could be as little as what the product just looks like yeah yeah a lot
of these things are like if this is a collagen peptides product I would think
well one of the most talked about terms would be collagen peptides yourself
maybe taste or the result actually you know if you didn't know collagen
peptides are for parent like your hair skin and nails I guess you know I would
think that those would be but always no matter what I do this no matter what
product there is a there are words that I never even would have thought about so
let me just show you guys I'm going to share this screen now and I'm showing
you guys a recording since
this is not working so you can see my screen now
yeah okay so here um let me back this up a little bit here all right so I want to
pause this so what happened right here is I just pulled all the reviews from
that product okay and then here all all the reviews and somewhat guess what some
of those things that you just mentioned right here that no bad taste all right
so what else did somebody say but I'm gonna hit this analysis when I hit the
analysis all the top phrases that appear multiple times come up like here hair
and nails alright that's mentioned 15 times right
here collagen peptides up make sense that it's there right everybody is
talking about college of my buddies but look at the number one is in my coffee
roasting that that that is the number one three word phrase that appears the
most often in all of these reviews is in my coffee so I remember the reason why I
always use this as an example because I was just scanning products when this
when this review downloader just came out and this one just like blew my mic
cuz I was certain that I could tell our CTO that you screwed up on this new tool
because there is no way that in my coffee is the number one phrase that's
gonna come up in the interview so I clicked on it and what the tool does is
you don't have to guess now where it is in my coffee so every single review that
said in my coffee it comes up right here um and it's highlighted and that's not
me highlight it is that's the tool that's highlighted so now I start I
start reading it and I say I take them in my coffee every day in the morning oh
that's interesting here's another guy I've been taking this
in my coffee for a short time but I'm pleased with it there's another guy also
mixes well in my coffee each morning with no clumpy there five short reviews
yeah five-star reviews I put a scoop in my
coffee I put this in my coffee the the oatmeal I put a scoop of this in my
coffee helps with my stomach grumbling overall again look at all these people
saying that they put this in the coffee and I might have had no idea that this
is what people are doing alright so let's go back here to the listing and
now so how would I use this information alright so when I make my listing which
is gonna be in the next video I would say hey right here in the bullet point
would you like to have collagen peptides in your coffee and that easily
dissolvable easily dissolvable powder you know maybe
down here I would have put you interested in you know I would might
maybe even said the same thing because usually people look at one or the other
they don't look at both and I wouldn't have said it just maybe in a different
way but again speaking to their wants and their needs um a couple people had
mentioned about Easler dissolvable powder everybody was doing their coffee
what about the images how would that change how I do the images instead of a
picture of a woman running in the beach I mean like what does collagen peptides
have to do with a woman running in the beach right I would have put a picture
of a guy or a gal in the in the morning at the breakfast table reading the
newspaper with some coffee and then there's a there's a cannister of
collagen peptides right there and then that all of these things are gonna make
an emotional connection when you stop to share all of these things are gonna make
help make that emotional connection with the buyer because they'll be like whoa
that was exactly what I was thinking about when I was looking for this
product I was looking for something that I could use in my coffee wild this brand
I never heard of it but hey they kind of know what I want so yeah I'm gonna go
ahead and get this and this is such a big difference as you can see as opposed
to enzymatically process to ensure intact peptide I mean I'm already on on
the next product and this research is so important because guess what in my
coffee is a phrase that never would have come up in our keyword research you know
that video that we did last week I could have sat there and made it a 2-hour
video in my coffees not gonna come up and the reason is because in my coffee
is something that people think about it's not what they search for they
search for collagen peptides hydrolyzed collagen collagen peptides powder you
know those are searchable terms in my coffees what they really are thinking
about so it's so important to get in the minds of your buyers and read these
reviews and you can do it on your own product like maybe you've been selling
for a year all right and there are people talking about something about
your own product you had no idea and now I would go back and change my listing
like if I was that next guy I would go back and change him and kind of cater to
to my audience a little bit better but this actually I'm glad I'm so glad you
brought this up because this should have been the you know the second the second
part of this video is finding the words or the ideas that
people are thinking about when they when they buy these kind of products yeah and
you could ask a hundred customers what do they like what are they not like and
you're not gonna get that information that you're gonna get from the reviews
cuz like you said it just doesn't come to the top of their mind they care about
it they obviously care about it a lot and it's something that hey if you have
a problem as you see in the results that you get but it's not something that's
just gonna pop up in your average survey exactly exactly so and just by doing
this you're putting yourself ahead of like 95% of sellers out there because I
guarantee you most sellers even this is this is a seven hundred and fifty
thousand dollar a month product and so this guy is not some amazon selling new
me and he's not even you know doing that on his listing so this just shows you
the kind of competitive advantage you do um
just by by by using this technique absolutely did you have any other tips
that you want to cover that you didn't want to save for video - no this was the
number 101 and hop in the next video what I'd like to do is show everybody
how to put the keyword research that we looked at before + now this kind of like
buyer mentality research and put it all together into one awesome so it's all
coming together in video 3 of this six-part series make sure you're there
Bradlee thanks so much for joining me I'm sure your as exhaust as I am from
this conference yeah have a great weekend
alright thanks like you
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