Josh Hadley 4:41
Fascinating. Fascinating. Well, Rafael, you’ve got a lot of experience, obviously, in marketing. I mean, the statistics that you shared that, you know, as you’ve worked with over 500 different Amazon listings, you’ve been able to increase sales by 77%. That’s a large amount. So let’s rewind and
And tell us tell everybody about your background. You were there at Nickelodeon. Tell us what what background you have that’s led you to be leading this successful agency and content marketing agency you have now?
Rafael Veloz 5:11
Yeah, um, so the 77 percent is obviously a number that we have reached. But a lot of times like, I like to be as transparent as possible, like any business, there’s a risk to it, obviously. So not every client has 77. A lot of clients, I’m more than 77, and sometimes may have less than 50%. But either way, if you give me 15% increase in sales, that’s a good number.
Yeah, I know. Right? So it’s just the number of the day what we want to know is, are we doing the right steps? And can we pivot and we’re doing the right stuff? Are we doing taking the roster subsequently pivoted, we’re doing the wrong stuff. So that’s at the end of the day, that’s what marketing is trying to understand the emotions of the buyer, and you should and leverage them to your to your benefit. Opps. Sparky, this is capitalism. So how do I start? Well, I actually went to law school I graduated from from high school, and my dad’s a lawyer and my dad, I want to be a rapper. And he’s like, No.
You’re not going to be a rapper you not going to live under a bridge. I’m like, Okay, well, if I’m not like, what should I do? And he’s like, You should just go to law school like I did. I’m from Venezuela. Law School, those universities, public universities, and private universities, private universities are amazing, great. But actually, the best universities are actually public. But it’s really hard to get in, extremely hard, you have to take a test. And this test is for like, 400 seats, and like more than 15,000 people applied. And I took the test, I came out, like out of 400, I came out 500. Like before, like, I was like, five, within the next five to be able to get in, I was really close to get it in. And I didn’t get in and some months passed, I joined a private university, and they gave me a call like, Hey, listen, some people didn’t, didn’t sign up for it. So like, you can come join. So I started going to law school. I got into law school, I did three years of law school, I was very depressed. My mom, sweetheart, she’s like this, and I know that, you know, art is your thing. I love politics personally. But law school is just completely different. And she’s like, I understand that art is your thing I want to help you out. Law was from 7am to 1pm. And then I went, she signed me up to something called Art School of Sound. So I was basically starting to be an engineer from 6pm to 10pm. And this little poem, actually,
it’s about a hang. But I haven’t I haven’t hanged it yet. So this is like the school. And then there was a, there was a, a selective course, which was filmmaking. And I went to school with a bunch of people want to be artists, obviously. Right. And I started making music videos. And my first music video I did in 2009. That year, and from there, I was like, wow, this is really cool. I really like how a lot of things in my personal family life happened. And when I graduated from our engineer, I didn’t graduate from law school when I graduated from other engineering because it was it was a, it was a short term. So vlogs law law, and this was five years us four, I think in the US, or their spot within three years. And this university thing, this degree was only three, two years. And so I graduated, I love that I asked my professors like I wanted to next step, what should I do? And they told me Hey, there’s this school in Florida called Full Sail University, which is amazing. You should go check it out. We were going to Orlando that year, and this new stuff, and we just took a tour. Honestly, I actually took a tour for the music program. And that day, I’m like, Well, I mean, graduated from music. Let me see if I can do something for film because I really liked film. I wasn’t really decided to tour I was like, This is me. This is little show me the equipment in camera soundstages I was like oh crap. I graduated. So make the long story short, I graduated I moved to New York, then I moved to Australia, then back to Florida to Miami, which was where I’m living right now. And through all that, moving around. I worked with a lot of companies I did I worked for CNN. I was Tom Hanks Personal System for like a month and CNN. I was doing. I was doing feature films, I was doing car commercials. I was I did production post production correlated for Nickelodeon, Latin America and all these things in the film industry. The same time since 2012. I had my little agency so I started running Facebook ads I was trying to make them means besides Facebook ads and things like that, you know the answer everybody. I started this once in a lifetime but I was taking so low level at that time in Venezeula. And that’s where I came here and in 2018 I was out As I was actually kind of like sick of working for other people, other industries, and I was doing in the side, I was doing commercials for real estate commercials for restaurants commercials for XYZ, anything I can get my hands on, but I was plateaued. And a friend told me, Hey, do you want to? I’m almost started at Amazon, some coffees, some coffee machines, can you make a commercial for it? I’m like, Sure, dude, I’ll make it. I loved making that commercial from kapsalis. It was great. And one thing led to the other. He’s like, hey, the score should be really good. Like, blah, blah, we’re doing great. Can you make another one and I met Josh. And then I remember he said, You have to niche down something, you have to be the best. It’s got to be the best real estate and use up those goes shortfills This, this and this and that. And I was like, Okay, I love working with products. Products are super cool to work with. Amazon is cool space. I’m just gonna go for Amazon. So I went to Amazon. And the rest is history. We’ve done only Amazon since 2018. I still get calls from actually from from other from other industries. Sometimes I get since I’ve been doing it for a while, but sometimes I get call from like real estate brokers here like, hey, we have like this new commercial. Shoot, can you shoot it for us? So yeah, so that’s, that’s the story. That’s how we got here. Now we’re, we’re a group of just very hungry, data driven, creative individuals. Ahmadi. She’s our art director. She’s been with me for three, three plus years. She’s amazing. She was in Vegas with us. And so scale. I have a hunch, I think he talked to Andrew over email. He’s the head of marketing, Andrew, super smart guy. Love causes as well, just like me, which is cool. Yeah, man.
Josh Hadley 11:43
I love that. What a great, you know, introduction and walkthrough of your history, you know, a potential lawyer turn, you know, Creative Director, you know, I think is a fascinating story. And what I love is, you know, you kind of have a similar beginnings as to the way our business actually started. My wife originally got into graphic design, because she had a friend that asked my wife to create a wedding invitation for her. My wife’s like, ah, yeah, I want to do that. I think that would be fun. She does it, she blows it out of the water. This friend is like, oh, omg this is amazing. I need to go share this with everybody. She starts referring other people. And then the rest is history. Right? So I love that, you know, there’s a lot of similarities. I think for a lot entrepreneurs, where it’s like, you start here with this friend, it’s kind of this wild idea. You do it and you find success with it. But I also love that as you are touring some of those studios, and you saw like the production equipment, like, there was something that spoke to you, and was like, That’s me. And I feel like all of us have those like God given gifts inside each of us. And like really, like, I think that desire for everybody is like, can we reach our full potential and be living within like our zone of genius, because then it’s amazing, like, the things that we can do, because it’s important to partner up with each other. Your your strengths are my weaknesses, and vice versa.
Rafael Veloz 13:07
I understand I agree 100% with you on that. I believe that you can make money on everything. Because a lot of people are gonna say it’s not about the money, okay? It’s not about the money, but it’s about the money. So why not make a living, which is very respectful. Everybody, you have kids, right? Like, obviously, you want to put food on sale for your kids. It’s normal. It’s normal. You want to take your wife on vacation. It’s normal. It’s good. It’s okay. So a lot of people put money like it’s an evil. It’s not evil. It’s actually a tool. Why not make money out of something that you’re passionate about? Like my good friend, Carlos, Carlos, all of us who was an econ says, There’s no way you can fail at launching Amazon business when you love the product or the you know, like, if you if you like fish, right, can you start saying things about fish tanks, you know, if you like fish, or you like fishing, okay, do something about fishing, they give you the competition or some is crazy. Like, it’s just gonna get even worse. It’s just the fact that if it was five years ago, sure, you could uploaded a photo with your iPhone on your phone, and you could assault but now it’s just completely different after the aggregators, after people with tons of experience like you, like if you’re launching a business right now, obviously, you know what you’re doing. But if somebody that’s just starting out, Mendelson that wants to go into it, okay? If you don’t have the means to be a mentor, like they really have to, like, start investing at least into something. So do something that you’re gonna like,
Josh Hadley 14:29
yeah, I completely agree. And I think this is a perfect segway into what it is that you do, and I want you to share your expertise with all of us. I shared this in previous podcast episodes where one of my biggest mistakes is not focusing on our Amazon sales channel enough when we first started, we had what you kind of mentioned just kind of thrown up some very basic images on Amazon, where they’re like photoshopped. We didn’t really spend a whole lot of time on them. And we just kind of throw them up just to occupy those different space. He says, but they were by no means optimized. Now, did we make sales from it? Of course we did. But could we have, you know, optimized those images probably increased our conversion rate most likely yes. And so Rafael knowing that our audience are you know, established business owners in E commerce, they’re looking to take their business to eight figures and beyond. Why is spending so much time on content important to them?
Rafael Veloz 15:27
Yeah. The thing that the back of that the best way to put it out there is with the genius of Steve Jobs, right? He never caught it, but he was amazing. Um, so I would assume that least 80 90% of your of your listeners to this have an iPhone? Do you have an iPhone do you have with you have you one of the ones I have?
Josh Hadley 15:46
I have the iPhone, I have the 13 have an upgrade to that 14 yet. Okay, where
Rafael Veloz 15:50
are you? Hey, he’s still got an iPhone, right? So imagine that Apple made a very, very bad commercial for the iPhone, just a photo taken with with another cell phone whenever we’re just like, wholesaling and photo. Like just something back when Jeff spend that amount of money on a phone that’s actually other phones are better than this phone like this falls with better cameras, actually, this older mics for this whole with better processors. Why are you like so obsessed with this? Like I have an Apple, Apple MacBook Pro? I have this like, why is the American culture so obsessed with with with Apple? It’s because it’s brand building, they they build a brand and build a community? Like, if the iPhone comes out, people are gonna stop, write it up. Why do people write like Air Force wants? Like, why is the shoe thing? Like it’s the same shooting literally by another spirit appears sneakers are 50 bucks, or 40 bucks, right? Instead of 100 150 bucks, they do the exact same thing. Why is the culture to brand building, that’s what you want to do. If you really want to scale, I believe personal. You want to build your brand and maybe exit at some point, you have to build a brand. Amazon has gone from just selling whatever made some products. Now you’re competing against China. Like, if you’re another factory, it’s gotta be a race to the bottom, and they’re never gonna lose, because they’re the one who made the actual thing. Yeah, for sure. So so it’s either you beat them in price, or you build them through the brand. Right? So the the other thing I wanted to say is, you got you got this brand build like this is the only way to make to make sure that people are in tune with, with what you’re selling with with your, with your, with your brand. Like, there’s this really good book about shanghart. It’s called what primer they were willing their secrets. And he was in so skills well. And he talks about building an email list, right? If people are going to go in and buy something new that you that you launched, they’re going to do because that brand. So that’s the idea to buy to make purchases out of brands. That’s why I go so much into into content, because brand is what makes them emotion connects to something. Now we have to understand how can you sell to that person? Who’s your buyer persona? Is it a female? Is it a male? isn’t somebody who doesn’t consider this to be a female or other binary? Or are they 75? Or they’re 50 to 30 of Generation Z, X, Y, whatever it was generation, the rays they live in? I don’t know in Midwest, they live in California, the scene Viper showed as though the same person by an in California that is in Florida, like it’s not the same human. It’s just not even possible. You could see it. In Florida, we have the governor. So it’s either that’s very tricky. super tricky. The answer your question?
Josh Hadley 18:45
I think that that answers the question I want you to dive into next here, Rafael, what should an Amazon seller or just an E commerce seller they they’re on the onboard with you in terms of like they know they need to build a brand. But where do they even begin right to in terms of building out their content? They believe that brands important. So like where do you start with all of this?
Rafael Veloz 19:07
Yes, that’s a great question. It’s a great, great question. Um, depends on what stage of your Amazon journey you’re at. But if let’s say you’re a seven figure seller, you definitely have some some some data. Even if you’re selling on E commerce or Shopify, you have data there. Social media, which are your top followers, The tricky thing is like the people who buy off of Amazon are not the exact same people who buy somewhere else. So even though you can simulate so my clients actually have a completely buyer persona on Shopify than they have on Amazon. And yeah, it’s super interesting. So if you’re a seven figure seller on Amazon, you definitely have run registry, which gives you run analytics. Now let’s understand the actual consumer who’s the consumer who’s buying from? Is it a male or a female? I don’t know if I can share my screen. So I to show you, uh, yeah, let’s,
Josh Hadley 20:01
let’s do it. So, for those of you we obviously record the podcast on audio that you’re probably listening to, but we also upload all of our videos to YouTube. So go check out our YouTube channel. eComm Breakthrough as well there.
Rafael Veloz 20:15
Yeah, that’s good. Maybe I can just describe it.
Josh Hadley 20:20
So you’re good. You’re good. Yes. walk this walk us through it all.
Rafael Veloz 20:24
So this is a client of ours. I suppose Rossum, we started working with him, we had 2000 2000 reviews actually, as you can see, it’s a it’s a pretty, you know, it’s a minimalistic minimalistic mail wallet. A cool thing that if you’re seeing this is that this main image is completely different from this one, even though it’s the same. These are the child basins, right. But it’s, it’s different. Some reasons, depending on the actual on the actual child basin, they have a different different images, they convert differently. That’s something interesting that we also found, which is I think a lot of people are, you know, a lot of people who will have various child ASINs, they just launched one hero image and just That’s it, I believe that the hero image is the main image is one of the most important images because you could have spent 10 15k, building your brand, right. But when you end up in a lot for BBC, and you’re ranking number one, great, but there’s somebody else ranking number two, if nobody clicks on that listing your listing, they’re never gonna see the a plus, they’re never gonna see the video, the number one see anything. Correct. So you have to be very diligent when creating hero images. If you want to know more about your images, I don’t know Josh, if I’m allow l’m to say anything but you know, speak to me, I’ll be more than glad to help you guys out. Going back to Awesome understanding the buyer persona for this one. As you can see, it says keyword is minimalistic, minimalist wallet for men, right? So they’re telling male personas Don came to he’s like, Hey, guys, I’m losing. I’m losing market share. I’m still number one. But is this a trend? And if you really love your business, you’re looking at your graphs. And you understand that if it’s going down, even though you’re first if it’s going down and some people are going up, it’s gonna cost at some point right now your number wants you have definitely have more money than they do. What are you going to do to pivot? Because they’re so scared. I saw a graph that was really cool. It’s like, you have to pivot not just when you’re going down. Also when you’re going up? Yeah, it’s even more important than going up so you can keep scaling. Or maybe you don’t want scaling. It’s fine as well. But if you do, like definitely going up, so don came to us. Let me show you some graphs. This changed my sorry, give me one seconds. Give me some issues. Sorry, guys. I’m sharing right now. My window. And this one, this one. All right. Tom came to us. And he’s like, Hey, guys. This is his graph. From from last. Q. This is q 2020. Yep. Q Yeah. q4 2020 2020. He gives us like, we’re losing a lot of market share. Our sales are tanking, what can we do? So we looked at his listing all these things, the most interesting thing sure is to use verify, and the Amazon advertising partner network, it’s just a fancy way that Amazon, things would qualify, I guess, which is cool. The big guy saying that they’re good enough to work with. And we look at the data, and a lot of this data was 35 to 54 H range, there, we get 48% of the buyers, 48.7% of the buyers are female, right? So what does that mean? That means that almost 50% are female buyers for male ones. And on top of that, you got 85% of them being married just 15% or so. So you’re telling me that a male was tricked into some a virus or female and you’re creating only content, the buyer persona is only for male? Why? Like, no, let’s let’s let’s think of why their mind is getting their shoes, most likely the buyer for their meta hat. Correct. So what do we do? We started creating content like this, the perfect gift for your everyman, luxury gift. You know, things like that, make that emotional connection. It’s not, you know, it’s not rocket science. It’s just understanding and executing the best way possible. That’s why when people saw Amazon sellers, just upload some pictures. I’m like, okay, great. Maybe the honey moon phase is going to help you, but how long it’s going to help you because the moon phase is just a stage. A lot of your listeners know this, but just in case somebody who’s listening to this is Amazon helping you quote unquote, but for me, it’s actually Amazon testing the same is this listing doing good enough to give a better buying experience for my customer because at the end of the day, unless you’re Apple, they’re not really your customers. They’re Allison’s customer. They can go in there to that marketplace to see doesn’t make sense. It doesn’t make sense.
Josh Hadley 25:01
It makes it makes tons of sense, right? Yeah.
Rafael Veloz 25:04
So so we have to understand and give them a better buying experience. Amazon now has to follow on for example, right? Amazon has the Amazon post, which we created a lot for, for, for your dog. So if Amazon is giving you all these things, it’s for a reason. I wasn’t trying to build a brand behind, I wasn’t understanding that building a brand is extremely important. So why not give it to them? You know, if they’re giving you all those tools, make sure you do it the right way. So they go into the gym and just go in and sit him down and just looking at your phone. Yeah, so
Josh Hadley 25:41
yeah, Rafael, sorry to interrupt you. But I think this is an important thing to like, call out to the listeners here is that the first step is for you to identify who this audience is, right? Like, who is the buyer for this particular product, because then that’s going to change the way that you’re merchandising your product, right, the images that you’re creating. And then you also kind of dove into, you know, utilizing those tools that Amazon has now done, I think over the last two years, like Amazon has been pumping out tools to help us as brand builders actually truly build a brand on Amazon. So it’s a better experience. At the end of the day, Amazon wants to get experience to be good for their customers, because they’re their customers. But they know that a better experiences instead of having just a flea market of random sellers just selling a bunch of crap, actual brands that are that are selling good products with the story and an experience behind it. So Rafael, I’d be interested to have you explain to our audience like, what are some of the tools that Amazon has given to brands to actually build their brand to tell a brand story on Amazon to win that customer to make it feel more of an experience than, again, your your Chinese competitor that only cares about price? And that’s their only competitive advantage?
Rafael Veloz 27:06
Yeah, yeah. 100% do you might even finish out going through
Josh Hadley 27:10
the case? Go back? Yeah, go back. And then let’s let’s do that, then then
Rafael Veloz 27:13
we can go through the other ones, because those are two great, great questions, but I want them to to actually understand what’s going on and how how we did it. So they can maybe replicate it, you know? So you can see my screen, right? Yep. So this is what what we what we did find versus representation. Okay, here you go. So, we worked with Dom November of 20. Yeah, November of 2021. Again, okay. And November of 2021, he was doing so let me let me show you really quick. So this is the year before Donald working with us as director. So rad is 2020 2021. So 2020, right. And then the green is when he reached us. So this the green this this queue for this for 2021. Hopefully makes sense. So he was sounded really good. During the pandemic, obviously, everybody was doing because everybody was on Amazon, great. November commerce, and he sees that his sales are just tanking compared to last year. That’s normal. Amazon went from a growth of from q4, q4 comparison 2019 to 2020. of growth of 44.1%. Why? Because everybody was inside, obviously. But the contraction was actually huge comparison to the last year, which still growth but you know, 9%, nowhere near 1%. This year, we’re having to for the first time to Amazon Prime Day, right? So it’s like something’s going on. And what’s going on is that there’s just new marketplaces arising. You got to Walmart, you got the target. And they’re very small still. But believe me, these are huge companies are coming there. Do they know that it’s happening? So they want to they want to launch new tools they want to get get a better so it’s the perfect time. So yeah, going back to it. Amazon didn’t grow as much as he expected. So Dom’s, and a lot of sellers, I assume saw the shelves take a little bit. So he came to us, like hey, guys like this is happening. Obviously, I need to do something about we did the analysis, we do all the things. And as you can see, once we posted we posted here, as you can see comparison, q4 of 2021 of q4 of 2020. Sessions increased drastically in sales as well. And this is all all because of just creating content that relates to the actual buyer creating effective obviously, having pretty content is very important, but having pretty effective content is even so that’s the idea so conversion of q4 of a very good q4 which is 2022. Okay q4 of 2021. Sales improved by 45% in traffic. This is not you know us going like oh my god, we’re the smartest people on the planet. We’re not we’re not, we haven’t experienced Yes. Do we love what we do, we are shooting. So this is just what you get when you put, I should throw thinking into it and put some love into it. And I just need to process our cookie cutter template, which is what some people do. I’m not saying everybody, but what some people do is just do a cookie cutter like, oh, a plus content type module, will Google get out of this ranking book? Now give it give it a story, give it something. And if you really want to take house and seriously if you really want to be an eight figure, so a seven figures out a six figure six figure you can still make if you don’t have kids, I think you still did pretty good. But if you have kids, a wife kids, like you definitely start making more money, man. So, so yeah, that’s, that’s what we reached with with a good grant. That was a seven figure seller run. And obviously, he has 6000 reviews already. We optimize it from time to time dependent. So yeah, I hope that
Josh Hadley 31:02
helps. That’s great. Yeah, I mean, that’s fantastic numbers and and a successful case study there. What all did you change for him? Was it a plus content? And the images and the copy? Like, What all did you do? Was it just the main image or secondary images? Tell us more about that?
Rafael Veloz 31:20
Everything, we did everything. Um, so the first thing we did is to understand the first thing we did is we changed it. So we go through a process and processes from top to bottom. The most important thing is the hero image, your image is extremely important, we see I can share my screen. So for example, for the for the main image, we create a lot of a lot, and that’s all included in the price. So for example, here you can see all the main images we ran through. And that that’s my image monitoring through big fool we did different types of meaning just so you can see this was 48, right? We couldn’t make this 4858 It got more ranked, right. And then this one, which is this one got put into I actually thought since the keyword is minimalistic wallet, that either one of these two was going to win or this one was going to win or something like that, I thought something else was going to win. But actually these are the ones that they came first, the second first a second first. And if we go to the to the and see if I can share now the listing, if we go to the to the actual listing, you can see that there’s a new hero image, which is the one that came in second place. And he changes it throughout the year because throughout the year, virus intention change. So you have to keep on testing. If this if you’re making more than at least $15,000 in profit from your Amazon store. Like you’re okay you’re good you should be taking this way serious more than you are because a lot of people in this country who love to make a least 5000 Also I least so if you make at least 15k like you should definitely be taking this seriously. And if you have a bunch of main images, do a B testing you know we give our clients a bunch of main images with the data from people so they run test okay this is going on is helping it’s not helping in Valentine’s Day things change in we created custom content for holidays for example, holiday season is great. So you have two different create custom content. Let me see if I can show it here. They should be they should be created custom content for them for Christmas obviously before is just amazing for everyone. You see this one here is some ego for example, Amazon posts a little you know, Christmas tree in the bottom on the back again with the box because during Christmas people are given gifts and 40% of buyers are female, so why not put the box in a Christmas presentation? Right? So that’s the idea behind it you
Josh Hadley 33:54
made and you said and you said to that point so the first thing is like the main image right yeah. And then what are kind of the next steps in that process like what other content and things are you tweaking to the main image is important you run those PickFu tests on him determine which the base the best images you switch those out you know based on seasons and time of the year but what other content then do you focus on after that main image?
Rafael Veloz 34:21
Is such a good question. Um, let me see if I can share it actually. So we do we tried to everything the the main thing we will focus on always on first, on the images, that’s the first thing people are gonna see main hero up hero main infographics and lifestyle. Infographics teach you lifestyle shows you how you can use it day to day basis because that’s, you gotta buy something on Amazon, it’s most likely going to be used at some point in their life. Right. So definitely show how you use it. Make that emotional connection you have to humanize like I really disliked it sometimes when the product is like here There’s like so much was there and I’m here like, touched on like, make that emotional connection this is so important this little touch is so yeah, just just a little touch it’s so important the underwater moment. So your images, infographics and lifestyle after that we got this is my order of importance for me if a client wants to work with me we go into a plus Carlson because April’s really helps you right but effectively i I completely disagree. I’m probably gonna get some backlash on this but I dislike completely a plus content that has optimized the attention span of a human right now is the lowest in history. Take three seconds. Yeah, social media has made us like tick tock if you don’t like tick tock the first two frames we move into the future so in every dislike when they trust save money didn’t actually save you money that should wasting money. And they reused the images in the main in the in the images of the a plus the ones they have in the in the main images. Because humans the brain, I should discard allow the information you see during the day. I don’t think you remember every day what happened to excel scale to possibly what cute little things right? So if the brain sees that an image is the same missionary saw, the brain scans discard like oh, he saw that I don’t need that information. So have custom images for every day plus brandstory for the a plus content. So I wouldn’t do images a plus brandstory. videos, videos are very important, of course, videos, depending on the type of venue, there are different type of videos that I recommend buyers to really take into consideration to this. Imagine that you have a very video going viral article. And you grab that video and you post on LinkedIn. Do you really think it’s gonna have the same effect on LinkedIn and on Tik Tok? Definitely not. Exactly right. So why would you use a video that could be very useful as a sponsor this way that was a sponsor ads right at then, as a listing, they’re totally different things listing video is to help you convert people here, I’ll see the video most likely third, after they seen the a plus reviews, obviously, extremely important. Now my reviews, but extremely important. So you get the video after they see a bunch of content. So that video is to help you close it, or if it’s a very complicated product to help them understand that. But the sponsor ads video, the listing video can be 45 seconds is 50 minutes, if it’s something really very complicated, but the sponsor ads video, that’s the only video you see there, you see a bunch of listings, paying PPC bunch of hero images while sideways one’s going up. So maybe I’m a female model or male model or hand model, whatever the only video, you’ll see most likely as yours or the end of the page, though, they’ll see sometimes two, or sometimes the most likely one, which is in the middle of the page. So the use bad for examples. I hate it when I see like a video and it starts the first frame. It’s just a white screen. I’m like Amazon’s homepage. It’s one so what why don’t what do you do? Why would you do? I know if I can show you a quick video that we made for a sponsor? Yeah, that’d be great. So let me show you this video really quick. So this was primarily for a sponsor add on, say down loaded video loading show right now. So this has hands on during hand sanitizer during COVID. And this is the first frame you see dark on a white background is white is going to be Amazon, right? So you see like a germ bake big germ, and then, right. So that’s like, that’s the when you’re squatting is like a free like, what’s what is this? That’s what I want? This will you should be wanting?
Josh Hadley 39:03
Like some of them in their tracks, right? Yes.
Rafael Veloz 39:06
Correct. Just like what is that that’s what you want. You want that effect. So like at least pay attention for two seconds. At least, you know, let’s just keep scrolling. So let me play it. Quick note and this is important, but a lot of times, you know, watch it like this without music. Okay. So that’s why it’s very fascinating that we given you the problem, right? fast, dynamic web solution, and then obviously, more solution, and then we interact with the product. We show some benefits something really quick. Okay, most likely, they’re gonna click on the video. Alright. Yeah, that’s the idea behind that. The idea is to have some sponsor ask me to have some.
Josh Hadley 39:44
Go ahead, keep going. You’re gonna talk about this, but start with the problem, right, depending depending on how you go you you’re the expert. So you tell us like what’s right.
Rafael Veloz 39:55
Yeah. So start with something. I was it’s fine. See, you know, something that’s like, out there. So if it’s, if it’s a kid’s a kids play like a kid’s toy, let’s say slime, I’m bringing this out of thin air, like maybe have a kid stretch into slime and slugger faces. We’ll soften that helps the parent understand or if it’s a kitchen utensil, let’s say a meat hammer, right? I don’t know, maybe or walnut is maybe they’re vegan, this do something else, a garlic press, maybe a bunch of garlic fallen down. And personally, What score do you want? That’s the first frame, at least the first frame, and then you jump to score for the sponsor article. And then after that, if you have a bunch of listings, definitely do need to should have a good brand store. If you build it a brag video, there should be about the brand. Maybe you know, it’s, that’s, I have such a beautiful client. She’s she’s a she’s a mom, she saw these parts were for babies. And because she didn’t have this illusion, so she’s like, I’m gonna make miles. And her story is so great. You want to share that story. People buy promotions, they can connect. That is super important. That’s why when Elon Musk launches that tequila testing sold out $2,000 Right now, right? So you want to make that connection. Hopefully, we’ll at least a lot of us can can can go up to two years. Height. But either way, start with something. That’s the idea after brand after Amazon store, I would say definitely go social. You should be you should be you should already be on social, social outside of Amazon, but also social unemployed. People are not taking into consideration. Amazon’s going social, they have the following. They have Amazon posts. They have Amazon lead videos. Yeah. Like if Amazon is giving you all this I was in is one of the most avant garde wealthy companies out there. If they’re launching this is not because they’re like, oh, maybe we can do this. They have 1000s of people are paying them paid millions of dollars, which are way smarter than us understand the next trends. And they’re doing this is not because they’re like, We have nothing to do here. Let’s just do this. What? No, there’s a reason behind me. Taking the consideration. It’s like when your mom’s house, you don’t jump off that table, you gotta get hurt. Broken. Right, right.
Josh Hadley 42:32
Right. Well, Rafael, this has been a lot of content that you’ve shared. excuse the pun, right. But this has been this has been a wealth of knowledge. I think for all of our listeners. One of the things that I like to do here, I love to leave the audience with three actionable takeaways from each episode. So here are the three takeaways that I noted Rafael, let me know if I’m missing something. But first of all, an actionable takeaway for any seller regardless of what level you’re at right now in your in regards to yourself is number one, go take a look at your data. Use the brand analytics data that Amazon is giving you, understand your customer demographics, understand who it is, that is purchasing your product. And you can even understand that through the reviews that you’re getting, read what people are saying and say, Oh, I bought this as a, this was the perfect, perfect birthday present for my husband or perfect Christmas present for my father or whatever it is, start to understand that and it’s going to then lead into action step number two, which is implement those findings that you learn from that data and that research into your listings and primarily into your main image first, right, and then into your lifestyle images, your secondary images of infographics and lifestyle images, which bleeds into your A plus content, and your video. And then finally, the third actionable takeaway is you need to keep testing. And the way that you do this is you prioritize everything and Rafael, you did such a great job prioritizing, like which content people should pay attention to the most. Number one was your hero image that main listing image. Number two is those lifestyle infographic, those secondary images, the listing images on Amazon. Number three, your A plus content, the brand story that’s a part of that A plus content viewer the words the better, you know, be visually telling. And don’t just copy your main images or your secondary images that are already higher up in your listing, like come out with some brand new custom made a plus content for better effect. Or, you know, you get now you’re getting into your videos, right you can and have two separate videos like you mentioned, one that’s there on your listing that can be more detailed and is meant to convert the customer. But then your advertising video needs to stop people in their tracks and say hey, What is this? I need to dive into this and pay attention, right? You’re just, you’re just trying to drive traffic from the from the ad 50. You mentioned the brand store. Six, you then talked about social media, not only external social media, but utilizing Amazon’s internal social media, which is they have the Amazon post, they have that follow button. And then you can go live on Amazon. Right? There’s so much that you can be doing on Amazon. Rafael, did I miss anything? And kind of sum that up?
Rafael Veloz 45:30
No, you did great. I actually miss something extremely important. And is the quality of the content equals the quality of the product in the eyes of the buyers? And the content of the listing? Is the content the content is the listing. What do I mean by that? If an image is photoshopped, or we know as what we use as as Photoshop lifestyle, for example, you are over imposing an image on something else. Buyers already know they understand that feels fake, they won’t say why exactly, but they’ll understand it feels fake. So if you’re selling for example, pro supplements, extremely important supplements, supplements is something that’s going to go inside your body, would you take something that you find is going to help? It’s going to be a little bit like a fake or a little bit though, it’s going to be you know, make you feel that? No, you wouldn’t. So organic imagery, organic means just taking it with a real life model. It’s a little more expensive, but you will be spending at least $5,000 remove things from China or whatever. Like, you have to like, but you got to sit at Amazon, you know, that’s my
Josh Hadley 46:37
so true. Yeah, I think that’s that’s a fantastic point. You can’t just skimp on the content, like dial it. Pretty ticket to the nine. Last question. I want to ask you here, Rafael, who is somebody that you admire or respect most in the E commerce space?
Rafael Veloz 46:56
I would say there’s two people who I admire dearly dearly. One is Gary Vee. Super super Gary, right? Like super inspirational dude. And a person that that I admire. The early is also up Carlos Carlos Ramos, from which has become such a humble guy with so much experiences so much success. And he still helps out people who are just starting to people who are willing to be successful. I really, I’m all about helping each other. I believe that there’s enough ways to eat. You just have to take your game to the next level. And he is exactly like that. He has a marketing agency a result a still refers me which is like, Dude, that’s amazing. So yeah, Collins, who was to become awesome.
Josh Hadley 47:39
Yeah. So now, I’ve heard caller Carlos this podcast, he does a great job there as well. So Rafael, you’ve dropped a lot of knowledge with all of us, you’ve shared some wicked smart ideas, and how we can uplevel our content and actually turn our our business on Amazon into a real brand because that is what’s going to be most important. As you look into the future of Amazon, it’s only going to get more competitive. So double down now, get your content in shape. And Rafael if people want to learn more and maybe even work with you, where can they find you?
Rafael Veloz 48:13
Just look for us Share It Studio, just like you share something on social media is S H A R E I T Studio, Share It Studio. Instagram handles the same. My personal email’s Hello@ShareItStudio. Very easy to remember. Share It like you share something on social media? That’s the pun behind it. And what else? Yeah, that’s it. Guys. We do a complimentary marketing consultation. You can come in because we listen to you on they can give you my tips. Even if you don’t work with me, I can still tell you what, I believe you are doing wrong. So you can go and do it. If you want somewhere else. If it’s with me great. Because even though if you go to somewhere else, you’re going to come back at some point cuz you’re like, Oh, this guy was right. I’m gonna go work with him. that gift gift gift giver.
Josh Hadley 48:57
I love that sounds like you’ve been following Gary Vee.
Rafael Veloz 49:00
Yeah, for a while.
Josh Hadley 49:03
Yeah, I love that. Well, it’s very generous of you, Rafael and I encourage our listeners to go check out your website and learn a little bit more about you but thanks again for joining us today on this episode.
Rafael Veloz 49:14
Oh, quick thing if you guys have a pro from episode, just say I came from Josh and I’ll give you a 15% discount.
Josh Hadley 49:21
Hey, there you go. Look at that added bonus. Right there little gift at the end 15% discount or bonus right. For you guys. So, mention Josh, eComm Breakthrough Podcast. You heard Rafael here. So thanks again, Rafael.
Rafael Veloz 49:39
See you, guys. Have a good one! Bye.
Outro 49:42
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