Josh Hadley 9:46

I love it. So to kind of reiterate everything you’re talking about. You’re talking about the importance of actually building a brand and a community around your products and not just kind of say seeing hey this type market is doing well on Amazon, I’m gonna go dive into this market and Oh, I see this other markets doing well, I’m gonna go dive into this. And then I’ve just got a bunch of disjointed products, right. And I’m just relying on Amazon, right? I think that’s where a lot of Amazon sellers can kind of get tripped up most of the time. When you talk to a, you know, an Amazon brand owner, and you talk about building a brand. I think what most people think about is, well, yeah, I created my storefront on Amazon. And yeah, we have, we’ve scheduled out some posts on Amazon posts, and we have people clicking the Follow button. And we’ve sent out a few of the emails through Amazon’s platform, but it’s not great. But that’s my brand. And oh, yeah, I have an insert card. That leads to you know, I’ve got an email list, but I’m not really sure what to send to that email list. It doesn’t drive a ton of traffic. But what they do rely on is they know PPC, and they know how to find products on Amazon. And that’s what they’re currently relying on. If I hear you correctly, hood, what you’re saying is that over the next five to 10 years, things are going to be shifting, and it’s probably going to be even faster than that, in terms of who’s going to be able to survive in the long run with e-commerce is that a correct? Correct synopsis.

Ehud Segev 11:22

Not even correct, but super correct. And I would even make it a little bit more extreme for the listeners. It’s not even five years, I’m talking about a year maximum two years from now. And everybody who’s relying on PPC, they already feel the pain. Everybody who’s relying on this just spray and pray approach of let’s just throw money into the ads because we see some kind of, of money coming in. They already feel how hard it is to get the same results that they got two years ago, two years ago, five years ago, it’s just becoming harder and harder. The Truth to be told is that the cost of all these traditional advertising channels, whether it’s Amazon, PPC, Facebook, Google or any other traditional ads is just becoming more and more expensive, while the effectiveness of it is dropping significantly. And the reason behind it is because people do not believe in ads anymore. We have become accustomed we have become we have liked it as if we realize that people are trying to sell us things. And we don’t like that nobody likes to be sold to like I don’t want to be like when we see the ads, we literally ignore them. It becomes transparent and becomes invisible. Now, Josh, it’s not even about our customers. It’s about you and me. You, Josh, me and the person who is listening to this podcast right now. If they stop for just one second and think about it, they will it we will prove it to them that they do not believe in ads anymore. When you go on YouTube. Let’s say you don’t have YouTube premium subscription. And you have that ad that keeps on showing. If I’ll ask you, what was that ad about? You will tell me? I don’t know. I just saw a 5,4,3,2,1, Skip Ad. Oh, you didn’t? That’s it? When I asked you wait, wait, wait, what was that ad you saw on this TikTok that you that you were swiping up, you’re like which one? Oh, there were ads. I didn’t even see an ad I was just because you’re so read. It’s become like instinct, you just swipe up. You don’t care about these ads. Ads do not you do not care about the ad, you’re looking for the content, you’re looking for essence, you’re looking for something that will make your life better make you feel better, make you feel happier, smarter, whatever it is you choose. That’s what takes me to your question. And in your question, you said these people said we created a brand. And that’s where I stop everybody. Just that’s where I’m literally I do all I can do a lecture in front of 1,000 sellers and I will tell them if you think you have a brand raise your hand and everybody’s like raising your hand I have a brand I have a brand and like what is what does it mean? What does it mean that you have a brand? Well I registered it I have a trademark I have a brand. Yeah, that’s what you think the brand is a registered trademark in the USPTO? No, I created a logo. I created a logo I have a brand. Oh, okay, so now you have a brand that’s what you think that having no name. I have five different products from the same niche and they put the same name on all of them. I have a brand No, it’s amazing. Because I have a completely different approach to what a brand really is.

Josh Hadley 14:33

Yeah, so So I’ll ask it let’s let’s go right into it because I know you’re gonna share some some deep truth here. But what does actually having a brand mean for an e-commerce seller? What

Ehud Segev 14:45

does the brand mean for anyone, not just an e-commerce seller? What does the brand mean? And here’s what it would say give says a brand is okay, Josh. A brand is audience, people, coming from being on stages all over the world performing. When I would do a show here in 42nd, street Time Square on Broadway in New York City, and people would come and see me perform, they would go and buy tickets to see my show, because they heard about me, because they read about me, because a friend told them, oh my god, you gotta see this guy on stage, I had an audience. Without an audience, I would not have a reason to exist. If you do something, and you do not have an audience, you have no reason to exist. In fact, it doesn’t matter if you have one person that you’re performing to a 1 million people, as long as you have that one person that is actually listening to you, watching you consuming you buying your product. Now, you have a brand. If you wrote a name on a box, or you signed in the USPTO, you registered a trademark, nothing of that matters. But when someone actually talks about you, when somebody actually goes in places an order for your product, or just tells their friend, I just got this product, and I love it. That is when a brand starts existing. Forget guys, everything you’ve ever learned about the term brand. Brand. Doesn’t matter what it is how you named it, you can any Josh, you can emit a good you can name it Apple, it really doesn’t matter. What matters is that this brand has an audience. And once it has an audience, the brand becomes real.

Josh Hadley 16:30

Ehud, this is amazing. I love that you simplified. What is a brand? What does it actually mean? Down to one single word:audience. So now here’s my next question. So we know that a brand equals audience right? Where do we begin, right? Especially if you’re an Amazon seller, and you’ve already got, let’s say, 20 different products, serving a specific niche, you’ve got your registered trademark, you think you have a brand. But what you know you’re missing is the audience that you talked about? Where does a brand or a seller go from there to say, you know, it’s true. I’ve got the registered trademark, but I don’t have an audience. I’ve got products. But where do I begin to develop and create an audience of raving fans.

Ehud Segev 17:18

So as you understand that, it doesn’t just start with the audience, you have to come with something for the audience to talk about. So there’s audiences in New York, there’s millions of people in New York, why would they come see my show, I have to give them something to talk about. When I was working with all these brands, in the past, all these ecommerce brands would come to me and say, we need to do something different with our product. Because you’re telling us that we have to build an audience, we have to create this, you know, brand around it. So what makes our product different? And it was so funny, because in Hebrew, I was talking to all these Israeli sellers. And you know, there’s a lot of them. Yeah, it was funny in Hebrew when I was selling it to them, because they would come in and say, we created this amazing bundle, everybody would come to and say I’m so different know my competition, because I have this bundle that I created. And actually, and I would say to them, don’t bundle in Hebrew, it sounds funny. It’s like literally almost the same word, which means to not bundle be different, like really come with a solution. But it’s like literally one letter less. But they were like, but this is so hard. Because they’re like, oh my god, it’s so easy to find what other product is sold with your product. You just look at Amazon and you know it. But all of a sudden, you’re asking me to do something different now that that demands a lot of work. And it’s not, it actually does not once you understand and you follow some of the great people that teach that everybody’s like eventually teaching you read the bad reviews of your competition. That’s like one of the best ways to do that. But when you ask yourself the deeper understanding of why am I reading those one star reviews of my competition, you understand that? Then it relies on a much deeper psychological thing that happens with the people who wrote that bad review. Now let, let’s talk about it for a second because once your audiences here, your audiences you actually send it down because you have a brand your your podcast, it would not exist without your audience. Once your audience understands the subtle psychological facts that made someone wrote a one star review for your competition, you have no idea how powerful it is for their own brand. You create your own brand, you will get your own one star review and you can actually go and kiss the people who gave you those one star reviews because they are the ones who are really going to help you build your brand even better. But you know as you started, you know what, let’s concentrate on that because we’re talking about a seven-figure seller. So what does it mean to read someone’s one star review? And once I tell you this, neither one of your sellers will ever read a one star review the same again. This is a huge golden nugget. Okay, listen to this Josh. Every complaint consists of a huge request, someone is begging for help someone is, is trying to kill your product, putting that one star review, you’re gonna hate them so much, but they actually give you a roadmap, that roadmap is literally a roadmap for success. It’s telling you, please help me get to my destination, you can never get to that destination from five star reviews or four star reviews, those are nothing, they’re empty and meaningless. The only thing that can make your brand more successful is by understanding that every one star review that you get for your product is a building block, to determining what your brand is all about who you are, and how you can be the biggest thing out there just like Apple, Sony, Nike. Why? Because the human mind many times does not know to come and say, Hey, can you help me? Can you help me achieve X, Y or Z? Can you do this for me, that will make me so happy. We have been trained to attack to complain to be sad and annoyed. Whereas in reality, we’re asking for help. Now, no matter what that one star review is, if you can take that one star review and ask yourself this simple question. What is that person that wrote that one star review is actually asking me, they’re asked me they have, they’re actually asking me something, and they’re wanting for me to help them. They want to get from wherever they are right now in life to a different place that will make them happier, more content, more healthy. So instead of getting so upset, when you get that one star review, you understand how the audience is actually giving you the building blocks of making your brand. So much better than any other brand new asked me. How do I build my audience? How do I even understand who my audiences are? By looking at these one star reviews, you can actually tell who your audiences, because one of the best ways I teach my brands, the people that I work with, to understand what the brand is about. It’s not by coming in saying I’m smarter than everybody else. And I know why I created my products. No, it’s by asking my people that bought my product. Why? Did you buy my product? Or why? Did you not buy my product? Or in our case? Why did you return my product and leave and left a one star review? And when you understand that, when you understand the reasons why you understand what makes your brand different than anyone else? And that is how you know how to approach that audience. And you asked me I heard now that you can create an audience, how can you grow and build it? When you understand who your audiences is? Who your audience is and what they want? It’s so much easier to reach out to them? Because you know, their pain? You know exactly what are those points that you need to press on? Or is I’m using it in the new future of marketing, which is using content creators and people like them, I’m using my own audiences, I’m taking the closest people to my audience, and I match my product with them, because I know that they will be the ones that are the best ones, to talk about the pain, and to share that with other people and to convince them to become not even to buy my product, but to become my brand’s audience.

Josh Hadley 23:33

This is a huge mindset shift, not only for myself, but I think for the listeners, I want to reiterate everything that you just talked about, because I asked you this question. Okay, I’ve got my brand on Amazon, or maybe it’s on Shopify, whatever it is, right? And I’m selling products already. But I need to build an audience of people, right? I want to actually create a brand which you said a brand is an audience of people, right? If I want to create an audience, I asked you that question, the first thing that you did instead of Well, I would immediately get on social media, I would start telling your story. I would go partner with this, I would start running these ads, etc, etc. The very first thing you did is you really rolled everything back and took us to the beginning of identifying how you are differentiated in the market. What is it that you are bringing that’s unique to your niche, and I love that you zoned in even more to provide us I think a golden hack here of understanding who your true audience is. Are the people who are leaving you the one star reviews, not the five star reviews, not the four star reviews. And I love that you said the people that are leaving the four star reviews are begging for help and they are telling you exactly how they need your help in order to achieve their goals. And they are paving your path to future success if and only if you listen to them, and actually serve them. But I love that that’s such a core fundamental piece to all of this. And so I want everybody to really, you know, hit rewind and dive into this, because it’s a different way of looking at who is my brand? Who is my audience? Who am I serving? How am I different? And how is my product differentiated in the market? So, now Ehud, I think we could dive into that mindset stuff more for the next hour. But I want to get into even more exciting stuff, right? So let’s say I’ve now I now know who my audience is, I know how to serve them. How do I go get more of these people? Let’s say I’ve got one person, right? Like you said, an audience can just be one to begin with. Say I’ve zoned in on who that person is. How do I go build a bigger audience, like yourself that could go fill, you know, a stadium or a theater full of people that want to hear me or my brand, buy my products? And more?

Ehud Segev 26:09

So great question. And that’s literally the $1 million question, right. So basically, when you give someone an experience that is over delivering their expectations, you already are, you know, 10 steps ahead of everybody else. But this is not new. We all know that. But if we only have this one person, or a few people, a handful of people, but you know, most of our brands that are listening to us right now actually have some kind of, you know, a much bigger pool of fans or audiences that are already working with, we want to understand something so beautiful that I’ve learned from Seth Godin. And I totally recommend everyone who has not read his books, or even listening to his podcast, Seth Godin, one of the most brilliant people ever. In one of his, one of the things he said is that people like us do things like people like us, just that that one line, that he kept on saying, people like, you know, people like you, Josh are doing things like people like you, you know, these are the type of people that are literally doing what you guys are doing. So if we’re taking it to the extreme, and you know, we’re talking about my friends in Israel, or my Jewish friends in Israel, they will not go to a non kosher restaurant because people like those Jewish people in Israel, that go to all these kosher restaurants will go to a kosher restaurant to eat their dinner, and they will not go and eat some shrimp, pork, something which is not kosher. This is if I just want to show you how you know how simple it is to understand every one of us is unique. But we follow the same trends, the same ideas and the same concepts. A lot of it is because the way we were raised our neighborhood or mentality, the school or teachers, when we understand that, we will never be able to reach everybody, we’re already half way there. A lot of these brands are just, you know, trying to eat the cake and have it too, by saying, you know, no, no, my product is amazing, I have a chef’s knife, everybody needs a chef’s knife, you know, stuff like that I have a cutting board, anybody needs to cut it. But now, by understanding that some people will use your product, and this type of people, or the type of people that will be using your product. And if you don’t have that niche, you have to invent it, you literally have to say, Okay, I’m not going to make that generic product, at least not in the beginning, I might be able to create a lot of variations later. But in order to start with something, I really have to do something like people like my audiences will appreciate. So one of these brands that I work with is selling self tanning lotion, and like send it and let’s share it and let’s create content with all these Amazon influencers and content creators out there. But the truth to be told, there’s so many people who are naturally tanned or African Americans or Latin people in this area that are so tempting never use a self tanning lotion. So all of a sudden, you’re like, No, you it’s not everybody. It’s not you know, you think because it’s easy for you to say, just let’s do it. Let’s just get the word out there. But wait, if I’m literally promoting it to the wrong people, I’m missing out on first thing, I’m just spending my time and energy and money, which are literally the only three things that I have, right, my energy, my time and my money. Those are the only three things people rely on in the world. And if I didn’t know how to maximize these three elements, I’m literally losing it all. So understanding that people like us buy things from people like us, all of a sudden it makes so much sense. All of a sudden, you’ll start understanding how I can utilize my audience to sell more and grow my brand because people like us will keep on buying products from people like us, as long as these products are product like these that are belonging to people like us. He’s all about this little rhythm. And, yeah, go ahead.

Josh Hadley 30:05

I was just gonna say, you know, the idea came to my mind just to like double down on what you’re talking about, you talked about the example of a chef’s knife, right? And you’re saying, okay, chef knife is pretty standard, almost everybody probably has one in their kitchen, right? Here’s how you and you said, if there isn’t a specific audience, then go create one, right? With the analogy of the chef’s knife. And this just came to me, you’ve got a professional chef, right? That loves to cook, right? That they’re a professional chef, that would be one type of audience that you could serve, you’ve also got maybe a barbecue enthusiast, right? They love their meat, and they love their you know, barbecuing, right, you could probably tailor your your product to that audience, or you’ve got maybe your every day, a consumer that maybe only cooks, maybe once or twice a week, they need something just to get the job done efficiently. They don’t need, you know, they don’t need the level that the professional chef does, or you know, what the barbecue enthusiast needs, right? And so I think that’s what you’re trying to hone in on right is like, speak to a specific audience, not just everybody. And if you think that, like, Well, anybody that has a kitchen, is my audience, anybody that cooks? You’re wrong, you need to get deeper. Is that a correct assessment? Josh?

Ehud Segev 31:29

It’s, it’s very, very correct. But well, let’s expand it a little bit deeper, let’s share a little bit more insights about it just so people will get the hang of it. Just like you said, you might be a sushi man, you might be cutting your sushi with that chef’s knife. So you’re specifically for sushi, or you might be a vegan that cuts his you know, whatever vegetables or whatever, special things. And many times when you create your brand, you don’t even know for the people who are buying your product are. And that’s where you can really rely on the reviews or the people who are joining your communities, whether you create a Facebook group for that, and all that kind of stuff. And then you can start owning down and understanding exactly where these people that are buying my product, it is so crucial. Because once you create that really strong base, and you don’t have to know it by in the beginning, you know, you just throw it out there. And all of a sudden, like you said, like you said, Josh, I realized that all of a sudden, this either this professional chef is the one who actually those are the people who ended up buying this specific knife and made it because the price was higher. So we made it like you know, we created this, you know, good reputation for this knife, the higher the cost is the people believe the quality is better, even though we know it doesn’t make me mean anything. So where did that product that I create in a little bit of a spiritual way, I’m going to ask people, where is that energetic vibe resonated with what audiences, it’s kind of weird that I say that. But it’s true. I threw out a product out there. It was something that I did a research or it was a part of my brand. So I know some kind of the DNA of the product. But when we have babies, and they’re born, we can try to educate them. But each one of them will have their own soul their own, they will organically grow to be their own human being. And the same thing happens with the product. When you create an energetic level, a product and you send it out to the world, it’s going to echo and resonate with very specific audiences. Sometimes you planned it, sometimes you did not. One of the products I was launching was literally children’s beach tent, which is a pop up beach tent that you open. And it’s like one of the this was one of the products that I launched a few years ago, you will never believe I’m taking it to the extreme, but you will never believe was the audience that ended up buying most of these products. It was carpenters that used that product as a replacement for their wood cutting to collect all the pieces of the wood it would fly into that thing. Because the because the original product by the sewing company, the stock company, whatever it is, they actually sold it for like, I don’t know, $199 for that special, you know, dust collector, and this tent fit perfectly. And it was only $39.99. So everybody was talking about, hey, just get this beach done by this brand. And all of a sudden we sold so much of that. I’m just giving like a really extreme example to show you how sometimes you claim one thing and you end up getting something completely different because something about the energy is decided that that’s what’s going to happen but but when we take it back to ourselves and we understand that once we gave birth to a product, that product has our DNA, our brand’s DNA meaning will be easy for us because we created it and we were kind of aiming it to a specific audience, but it will be echoed into the universe and will create its own, you know, audience and its own culture around it. And as we listen to it, it’s going to be very interesting to see how it resonates with who it resonates with the people that are actually wanting it. Or the Jewish people in Tel Aviv, or Israel or Brooklyn, or these Latin people in my neighborhood here in Manhattan, they love it, you know, whatever it is, doesn’t matter, because each one will echo it, because people like me will end up buying stuff like, you know, this specific product. Where do we take this? Where do we take this all of that knowledge? So I took this all of this knowledge that I was thinking, and I realized and all that stuff, and I was really working on trying to help all these brands and trying to, you know, me coming as a influencer and creator myself, because I was performing I will my audiences, I have, you know, 10s of 1000s of people following me on social media and like, the world is shifting. People are not believing in those traditional sorts of advertisements anymore. How are we going to leverage the new way of selling products, which is only going to be by creators? This is literally the future of selling online? How we’re going to build it? How are we going to use everything I just said, and turn it into a technology into bits and bytes into zeros and ones? And here’s the way we did it so differently. We did it by looking at exactly, you know, I’m following how they say I put my money where my mouth? Is that how you say it? Like, no, no, I’m saying like, you know, watch other people in what they’re failing in look at the one star reviews and I was like, let’s see what’s wrong with the with the way these by now let’s try to understand why it’s not working the way it’s supposed to be working. When I’m a brand, and I’m trying to reach out to all these audiences, and I’m trying to use creators that are content creators are literally my audiences, I’m using audiences to get to audiences. You know, you asked me before, how to use influencers or the world of influencers. But I don’t like saying influencer, because, you know, people used to think that an influencer is someone that has a million followers, and they’re going to influence people to buy my product. But that’s not the case, I don’t want people to influence millions to buy my product, because we understand that that’s not how the product is going to grow and build, I understand that I need my own audiences. People like me, that buy product like this, these are the people I want to talk to, I don’t want to talk to a huge person, because that takes me back to where we were 100 years ago, which is here, take a million dollar put an ad on NBC on CBS on whatever it used to be put it on New York Times ad and spray and pray and let’s hope that from a million people one, one will want to know, that’s not the way to do it. It’s definitely not when you understand that your product has a DNA and you’re literally going to, to you know, go in Times Square and scream to everybody buy my product, you’re literally going to spend your time energy and money, the fleet elements that are that you have, you don’t want to spend it on the wrong thing. So how am I finding the right people? I need to find people, like the people are already buying the product. Okay. So, what are the pains that people are that brands are facing right now when they tried to achieve that? What is the problem? And I was you know, looking at all these other software’s out there and technologies and basically you know, you start from from as simple as going to fiverr.com it’s a marketplace and you look for influencers or you go into more specific influencers that comes websites and trying to find influencers in for everything is influencer influencer marketing. Yeah. But I speak to all these brands, and they tell me Listen, it’s just so time consuming. It’s so hard. What is hard? It’s just I don’t know what it’s all but I need an answer. Like I told you brandies audience, I need an answer what is hard, but nobody could tell me. So I had to figure out what was hard myself. And I figured it out. I figured it out. When they say it’s so hard and time consuming and expensive, yada yada, yada. And just like takes so much energy, it comes down to filters. I’m serious. Like it’s funny what I’m saying when I’m here’s a bomb, okay? It’s filters, Filter, Filter Filter, let’s filter down. Who is the right influencer for me. So basically, here’s the thing, all these brands go to all these websites. And the first thing they see in all the websites, you do it yourself, you can try now you’ll see that I’m right. The first thing you see, when you go to any one of these websites, whether it’s Fiverr, Upwork, influencer.com, which mansplain. So that can stamp points or name, whatever, you know, winter, you know, words that they invented. And the first thing you will see on the screen is going to be able to filter down to the best.

Like literally start drilling down and drilling down we have 1000s of influences 10s of 1000s Millions. Let’s drill down. Now here’s what happens. I have a product. I go to one of these websites and by the way, these websites are amazing that I don’t want to sound like I’m you know, I don’t want to sound like that even though it’s annoying, I’m annoyed by all these filters, but they are they solve the problem perfectly until now. Now they have to change now everybody have to listen to me. And they’ll probably start following the the methodology and the technologies that we’re inventing, because AI is changing everything. But until now, that was the technology. And that was fine. Why? Because it would go to a website. And you would say, I have this new lipstick that I’m launching. So I needed to I want to filter down to only a female, yeah, boom, filter down to instead of I don’t know 10,000. Now I have only 5000 influencers in the list. And I want her to, to have at least 100,000 followers on Instagram boom, just dropped to 700 diapers, and I want her to live in New York, Los Angeles, or Florida boom, limited to 349. In France and I want her to mention the word lipstick in one of her posts or something, boom, lower down to 74. And now I need to start emailing all these 74 and waiting for them to reply to me and then ask them if they want to participate in some kind of a campaign and then ask them for what the rates are and ask them to show me that stuff. And like back and forth, back and forth, and all that, oh, my gosh. Now I understand why all these brands give up and say this is just too much. On average, it takes six weeks for someone and they have to have someone just working all day long, just back and forth, back and forth. And let’s set them up as a vendor and send me an invoice. But send me a report, and what was the result and all that kind of stuff. And so on a normal platform that exists right now, which as I said before, those are the best platform that existed until now, it took an average of six weeks to get a campaign out and then you would never be able to see the results. And I said okay, we have to we have to really fix it, we have to fix it. And, you know, without going into too much details, because we really nailed it. I think we did something so mind boggling. We use AI you know, we will literally AI is literally taking over and you know I was talking about it for the past two years since they went into the garage and start coding like not looking outside to the world and just like trying to figure this out. But now everybody is exploding with AI with all these, you know, stable diffusion, the journey chopped up to all these people realizing right now how I really has the power to, to tell and really be able to create something from nothing. But when you take all these creators, and you’re able to understand who they are, and the essence of their existence, and who are the people that are like them. Now imagine the magic. Now imagine the magic Josh, of being able to not use the filter to not email back and forth back and forth. Will you work for me? This is my product. These are my talking points. This is the thing where should I ship the product to you? How much are you want it to take? If you send me an invoice, can you send me the report, this one sends an Excel This one says a notepad this one sends a screenshot is can you imagine taking all of that communication and eliminating it. And taking all this yada yada yada that I just described here, those six weeks of painful, painful process, remove it, literally remove it out, replace it with an AI engine that completely automates it and makes sure that from all the influencers out there, you will be matched with the ones who are most likely to generate sales for your product, not maybe not guessing, knowing, knowing for like our technology, why I love why I’m so in love with it is because we’re everybody else is guessing, or filters down. When you said I want this woman to have 100,000 followers on Instagram, you just lost 742 girls who are more likely to generate sales for your lipstick than that girl alone. You literally eliminated her why? Because you filtered her down. But you cannot grow one by one over 1000s of influencers and trying to figure out yourself if that person will actually sell the product, but I can. So

Josh Hadley 44:02

that’s my said, that would be my question then how does this magic or sorcery work? How are you able to identify this influencer or content creator is really going to have success with your products? How do you know that through AI in your experience in any case studies,

Ehud Segev 44:22

so I can tell you a little bit so other companies can start building their own technologies and we’re doing it’s gonna take them a while. But I’ll be happy to share. I think the best way to explain it is by understanding the four pillars or the four steps that every seller that happens when when you when you sell a product. So if I’m selling this AirPods by Apple, for example, just take that as an example. But let’s imagine it can be a lipstick, it can be a chef’s knife, it can be anything right. So basically what happens is that the first step is that you have to have an offer. I can create it for myself. I can you know, if I don’t have an offer that I’m saying here is the product in this product sells for $50. And maybe there’s a discount. But that’s the first pillar like that’s like literally an offer. When you have an offer, you’re starting the journey. Now you have the offer, and this is sitting in my store, but nobody knows about this offer. It’s like, okay, it can stay in my store for eternity, we need to make sure that this offer is being pushed out. So that we’re the second pillar comes, which is a channel of distribution for my offer. And that is what we discussed before it can be a PPC campaign, it can be putting an ad in the New York Times a full page, and everybody will see it, you know, and it’s like reaching everybody, you know, I can put a TV ad I can put whatever I want. That’s the second thing I need to find a channel. In my case, I’m going to use a content creator, to share the word about this offer, right, but it can be any other medium that is sharing this offer. And then the third step cams which is audience are actually being exposed to this offer. This is the third automatic thing, I put the ad boom, the next day, everybody sees it, I put it on, I put a PPC someone click the keyword, he sees the ad, I was promoting it with a content creator, his followers were exposed to this offer, which leads out which leads us to the last step, which is some of this audience will actually end up buying this product. So that is the sale from an offer to a sale with distribution, an audience in the middle. Okay, now let’s see what happens right now. And when I will tell you this, you will immediately understand why our technology is so disruptive, why what I’m trying to build with the team is so different than anything else out there. Everybody is trying to find the right channel, to distribute the message to the audience in order to generate a sale. Look at that, Josh, from the product, who is going to be the right one to distribute my message and a lot of people using PPC or trying to find, you know, influencers with all these filters and all that kind of stuff. So they hope that the audience will be engaged enough to make that sale. Take a deep breath, because I’m going to tell you something right now, that will blow your mind. What if, what if I could go in reverse? What if I had the power to start by the sale? From that sale? Figure out who the audiences that already bought it, then Josh, only then audiences? What channel are they relying on? In order to make their purchases? And these are the channels that are going to distribute my offers? Isn’t that magical? If I can do that, isn’t that magical? It is taking the guesswork. All this struggle here between step one and two, in making it not important anymore. It doesn’t exist. I already know the product and who they are following so I can reach out to them. And how do I do that? I need to find the invisible x, what is the invisible X, I need to know what other products are already sold by those creators. And this is our secret. For the past two years, we have been collecting every single sale that was ever been performed by all these Amazon influencers. And we work with most of the Amazon influencers out there. We know exactly what they sold. And now when we feed it into the AI, no matter what product you will give me, I will know who are the people who already sold the most similar products that has the most features, whether it’s reviews, size, a category price, I just know from reversing the process, who are already bought the product, these audiences are already engaged with those influencers. And now I can match you with the people who I know, I’m not guessing. I know that they already generated sales for your competitors for similar products or products in your niche. And this is how we’re completely disrupting this industry. And I think you understand now how sometimes thinking outside the box, that that’s probably how I became so famous and successful as a mentalist in the mind reader. Because when you’re doing a magic effect on stage, you always ask yourself first, what is the outcome? What do I want the audience to experience? Then I’m starting to figure out, Hey, how can I do it? How can I achieve that goal and not try to make it you know, happen by itself by literally going from the back. And that’s how we build that. Oh, my goodness, you just have the secret sauce and now everybody can imitate what we do.

Josh Hadley 49:34

Much easier said than done. But I think everybody’s jaw just hit the floor in terms of like that would be incredible to tap into that type of network. Now they had we’re running up on time. We’re going to wrap things up here. Maybe I can twist your arm and pull you into a part two episode here where we can actually dive into like what makes successful content creator campaigns right because If that’s going to be the name of the game, over the next, you know, you say in the next year or two things are going to shift, you know, paramountly, that you’re going to need this in order to survive. But, Ehud, I like to leave my audience with three actionable takeaways from each episode. Here are the three that I’ve noted. You let me know if I missing anything and anything else we should add to this. But step number one and action item number one would be to understand what your brand is and understand what the term brand means. And so first is go back to the very beginning of this podcast of what Ehud talked about, which is the simplicity of a brand is that it equals your audience. It’s as simple as that it’s not having a trademark, it’s not having 20 products in one niche. It’s none of those metrics. It is as simple as having an audience of people that are there showing up wanting the products that you offer, which leads to action item number two, if you’re struggling trying to figure out well, who is my brand? And who is my audience? And how can I create this audience, step one for that would be looking at your one star reviews, looking at who are the people that are telling you and begging for your help to say, this is the pain point that I’m having. If you can solve this, I am really painting your roadmap to future success, that is your audience. Then you take that two, step number three in action item number three is, if you already understand that you have a brand that has an audience, you already know who that audience is, the market that you’re serving, and it’s not everybody, it’s a very specific subset of people. If you understand those things, you can move into step three, which is pouring gasoline on the fire, which is partnering and creating relationships with these content creators. We haven’t even gotten into the opportunity to dive into how do you form these relationships, because it’s not just hey, I sent them one product. And now I’m just printing millions of dollars from their post, it’s so much more than that. Step three would be go go partner with somebody like Ehud’s service logie.ai that can revolutionize and distribute your products to the audience that you’re trying to serve better. Ehud, is there anything else that you would add that I’ve missed here?

Ehud Segev 52:33

No, first thing, it’s really sweet of you to make that third action point, pointing at me, it’s not he doesn’t have to point at me. It’s really about, you know, building a community and understanding that, use that community to, you know, spread the word. And if you can track who from those, that community is actually generating sales for you, you will be able to grow that connection and relationship with them, and make them your brand ambassadors and all that kind of stuff. So, of course, will be happy to help. But you know, it’s really literally down to this, to understanding that people like these are buying products from people like these, these are like the same concept. This is what you want to remember. And, yeah, and I love it. That’s a great recap. I think you should be the next ChatGPT because you know how to take things and summarize it.

Josh Hadley 53:21

Not as quickly, though, not as quickly. This has been amazing a and I like to ask each guest the three following questions. So we’ll start with number one, what is the most influential book that you’ve read and why?

Ehud Segev 53:37

I read, I tried to read a lot of books. And recently I tried to Audible, a lot of books, so I can, you know, listen to them while I’m on the road. So outside of them, you know, huge books that influenced me from childhood, like the Alchemist by Paulo Coelho or The Best Salesman in the World, one of the best books ever. It’s a tiny little book that just, you know, changes things completely. I actually want to recommend, one of my recent trade reads that is that I would recommend to everybody who’s starting a new business, whether it’s e-commerce or any kind of business, and it’s written by a fellow Israeli dude, that actually sold the software ways to Google for $1.2 billion. His book is called Fall in Love with the Problem, Not the Solution. And I think that that kind of emphasize this actually reminds me of what we spoke about reading the ones that review. His name is Uri Levine, But I will totally recommend that book for a lot of the people right now. Great, great book.

Josh Hadley 54:46

I love that. That’s a great recommendation. I haven’t read that one yet, but I’ve added it to the list now. Second question, what’s your favorite productivity tool or software tool that you’ve been using that you think is a game changer?

Ehud Segev 54:59

I totally recommend to everyone, even if you’re not a coder or like an advanced developer or anything to really learn the basics of No-code tools. So the tool that I use, or at least use the most, when it comes to no coding used to be called integromat.com, it was changed to a simple make.com. It’s very similar to Zapier, which a lot of people are using. But in my opinion, it’s so much more robust because of the user interface. If there’s one tool that because everybody’s using, you know, Google Sheets, and Docs, and all these kinds of different software, and emails, and all that kind of stuff, but using learning that little learning curve, that will make you a little bit of a better automator by using make.com, you can literally automate so much of your company and achieve so much in live in less time, with less hassle are totally, totally recommended. And if you’re not ready to make.com, I would probably suggest switching to Airtable, which is another really powerful tool. It’s like Google Sheets, but on steroids. And that allows a lot of automations from within it. So you don’t have to rely on other software’s as well. So that’s a really good recommendation.

Josh Hadley 56:14

I agree with you wholeheartedly. We just recently started using make.com as well. And, man, it has been game changing and I love that you could see process flows in. It’s definitely got a different user interface than Zapier does. And it really helps. I mean, you’re kind of laying out your SOPs, and giving it to automation. So I love that. Final question Ehud, who is somebody that you admire or respect the most in the e-commerce space? And why?

Ehud Segev 56:42

And that’s a very big question. You know, like, you know, who you are putting

Josh Hadley 56:48

you on the spot now, right? There’s only one that you could recommend out of everybody. Right?

Ehud Segev 56:54

That’s a beautiful question. I’m actually going to, to mention someone that was in your podcast a few weeks ago. And he’s someone who I really appreciate and I really love him. And I think that he is, is also one of the top e-commerce and Amazon people but he’s also good friend, and they will appreciate him his name is James Thomson. So he’s the one of the founders of the Prosper Show in Vegas and he had a huge agency now we really helps a lot of companies in the in the business, but I feel like he’s, the reason why I really appreciate him is because I feel like he really loves to help, even just like loves to help by by sharing his knowledge and, and sharing his connections. So you know, when I just told him before anything, just told him about that technology was so impressed the other son, I started getting all these emails that he was connecting with all these people, I was just like, so like, these are the people that we need more of just people that want to share this, you know, eternal love with the universe. So I really liked you, James, thank you so much for everything you did for us and for everything you do. I really love him.

Josh Hadley 58:03

Shout out to James. And if you haven’t heard his episode, go check out in past episodes, it came out in the month of April. Check out James Thompson’s podcast episode, so much knowledge that he shares. So Ehud, where can people go to follow you learn more about Logie.ai, and follow your journey.

Ehud Segev 58:25

So you just said it logie.ai. That’s like literally the best way to find information about us. And you will probably have to go to a waiting list because we have a lot of brands in the waiting list. But definitely put your information in you know, and make sure that you mentioned that you heard about us in this podcast. And I’m an I’m an easy approach as well. direct email is literally just the letter E, e@logie.ai. So if anyone wants to reach me directly, very busy, I’ll try to reply. I’m trying to sometimes it takes a week or two or a month when I’m trying to reply when people are looking for me.

Josh Hadley 59:06

I love it. Ehud, thank you so much for coming on this podcast. I know I’ve learned a lot, I’m sure audience as well. So thank you.

Ehud Segev 59:13

Thank you so much for the opportunity. Joshua, thank you for everybody for listening to us. Really appreciate it.

Outro 59:19

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