Traditional Amazon Product Research Is Officially Dead (And Whats Working Now) with Michael Estey

Mike is the owner & founder of Bullseye Sellers. Founder of Impression Check at market research survey tool, and 5 new Amazon brands. He started off selling products at trade shows and eventually transitioned into selling on Amazon. In 2 months, he was able to grow to $30,000 per month in sales. In the first year, he made $80,000 per month. In his second year, $100,000 per month, and he kept doubling it every year after that.

> Here’s a glimpse of what you would learn….

Strategies for identifying trending products on TikTok for e-commerce.
The importance of adapting products based on social media trends.
Utilizing surveys and AI tools for product validation and design insights.
The shift from traditional Amazon product discovery to social media-driven approaches.
Market verification processes for assessing product viability.
The significance of effective packaging and marketing strategies.
Building a loyal customer base through engagement and feedback.
The role of social commerce and user-generated content in modern e-commerce.
Common mistakes in product development and the need for market alignment.
Leveraging technology and software tools to enhance business operations and presentations.

In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley interviews Michael Estey, founder of Bulls Eye Sellers and Impressions Check. They discuss leveraging TikTok to identify trending products and adapting these trends for e-commerce success. Michael shares his strategies for spotting trends on social media, using surveys, and AI tools to refine products for his brands. He highlights the importance of evolving marketing strategies, building a loyal customer base, and utilizing AI-driven tools like Gamma for efficiency. The episode offers actionable insights for scaling e-commerce businesses by embracing social media trends and innovative technologies.

Here are the 3 action items that Josh identified from this episode:

Leverage TikTok for Trend Discovery and Social Commerce
- Stay updated on trending products by actively engaging with TikTok content.
- Encourage user-generated content and influencer collaborations to increase product visibility.
- Use TikTok as a primary marketing platform, not just for ads but for organic engagement and brand storytelling.
Prioritize Strong Branding and Marketing Investment
- Invest in high-quality packaging and branding to make products stand out.
- Diversify marketing strategies beyond Amazon, utilizing platforms like TikTok, Instagram, and YouTube.
- Be confident in your product by allocating a budget for strategic marketing rather than relying on PPC hacks.
Analyze Market Demand and Adapt Quickly
- Conduct competitor analysis to understand why certain products succeed.
- Reevaluate and relaunch stagnant products with better marketing, packaging, or positioning.
- Build a direct relationship with customers through surveys, engagement, and community-building to sustain long-term growth.

Resources mentioned in this episode:

Special Mention(s):

Related Episode(s):

Episode Sponsor

Sponsor for this episode…
This episode is brought to you by eComm Breakthrough Consulting where I help seven-figure e-commerce owners grow to eight figures.

I started my business in 2015 and grew it to an eight-figure brand in seven years.

I made mistakes along the way that made the path to eight figures longer. At times I doubted whether our business could even survive and become a real brand. I wish I would have had a guide to help me grow faster and avoid the stumbling blocks.

If you’ve hit a plateau and want to know the next steps to take your business to the next level, then email me at josh@ecommbreakthrough.com and in your subject line say “strategy audit” for the chance to win a $10,000 comprehensive business strategy audit at no cost!

Transcript Area

Josh Hadley 00:00:00 Welcome to the Ecomm Breakthrough podcast. I’m your host, Josh Hadley, where I interview the top business leaders in e-commerce. Past guests include Kevin King, Aaron Cordovez and Michael E Gerber, author of the E-myth. Today I am speaking with Michael Estey, and he’s going to be talking about how he finds trending products on TikTok, how he then is able to modify them using surveys and AI intelligence tools to be able to make them your own and your own brand, and how he’s just seeing explosive success with those. This episode is brought to you by Ecomm Breakthrough, where I specialize in investing in and scaling seven figure ecommerce brands to eight figures and beyond. If you’re an ambitious e-commerce entrepreneur looking for a partner who can help take your business to the next level. My team and I bring hands on experience, strategic insights, and the resources needed to fuel your growth. So if you or someone you know is ready to scale or looking for an investment partner, reach out to me directly at EcommBreakthrough.com.

Josh Hadley 00:00:46 That’s E-comm with two M’s and let’s turn your dreams into reality. But today I am super excited to introduce you all to Michael Estey. Mike is an owner and founder of Bulls Eye Sellers. He’s also the founder of Impressions Check. It is a new market intelligence software tool. And also he owns five new Amazon brands, all within the last year. So this dude is busy and he’s been around the block. He’s been in the e-commerce space for over 12 years, which is decades and decades, if you really think about it in the Amazon world. He started off selling products at trade shows and eventually transitioned into selling on Amazon. In his first two months, he was able to grow to $30,000 per month in sales. Within the first year, he made 80,000 per month, and in his second year across that six figure per month mark, and he kept doubling it every year after that. So with that introduction, welcome to the show, Mike.

Michael Estey 00:01:29 Thank you very much for having me. fun to be here.

Josh Hadley 00:01:32 Mike. I know we were introduced to each other at AMC innovate and within the first like five seconds of meeting you and like, you’re already sharing all the cool stuff you were working on TikTok stuff, your agency stuff. And I was like, this dude’s brilliant. This dude’s wicked smart. You’ve been around the block quite a bit in the e-commerce space. Why don’t you just peel back the curtain real quick, give people the your a quick background summary of why people should be listening to you today, because you’re going to be sharing some wicked smart tactics that honestly, not many people are talking about right now, but should be.

Michael Estey 00:02:02 Yeah, for sure. It’s a very good way of putting it. So to peel back the curtain, as you say, I think a lot of what I’ve done and how I do it is, I guess, a more sophisticated way of saying common sense. Right. So and I think that’s the brilliance of any of the guys that I follow that are just extremely genius.

Michael Estey 00:02:19 They implement common sense and they take common sense the next level. Like, of course you do it that way. There’s that’s the way that everybody should be doing it. But you don’t think about it until you see someone else doing it right. Or it’s just, you know, never occurred to you. So a lot of what I have been working on, I mean, I started very early on in e-commerce when Amazon was huge and in 2013, and it was just growing so fast. There were so many holes, so many empty spaces on Amazon. But and I think a lot of my journey has been well, in the beginning I was 13, 14. It was there were so many holes everywhere. It doesn’t matter what you want. Like I would sell 200 units a day by launching, you know, the most basic books ever. It was so much fun. Like whatever I threw out there would sell, you know, it was great. It was empty shelf space, basically with millions of shoppers.

Michael Estey 00:02:57 And then the game changed a little bit. So you just had to get smarter. You had to implement more common sense, not just like, you know, throw picks at the the gold rush or picks next to the gold rush. Because there was so much gold, it was getting harder and harder to harvest that gold over the years. So like in 2000, you know, 17, 18, 19, you started getting to get more clever. So in a lot of the products I was launching, I had to get a little bit of a deeper dive, even though the existing products I had, they weren’t just the competitors were coming on like daily, right? The shelf space was getting so much more full so frequently. So then I had to figure out, okay, one, how do I go deeper into this market? So then, of course, naturally going out of my comfort zone outside of Amazon and learning external marketing tactics with Google and Facebook ads and Clickfunnels pages and all that fun stuff, right? So learning a little bit about that field, eventually kind of mastering it, and then anywhere from learning, about basic surveys like how we launch products and they would die.

Michael Estey 00:03:51 They were just terrible. They look like crap, like they were not trendy. They were just generic designs that I put together look like something designed on fire. You know, you had I had to go through that to learn that wasn’t the way I do it. You know, and eventually learning. Okay. What does the market actually want? What are we looking for? How do we know? How do we tell? How do we survey. And so, you know, a lot of companies came out like pick food, which I used early on in Tel Aviv. And so and then trying to figure out how to navigate that and try to perfect my design. Right. So and then eventually I think, what ended up happening was in 2020 when Covid hit, I was amazing. Like, I mean, the Covid sucked, but the sales on Amazon were just 50 x. Like it was just an insane amount. So many sales I couldn’t keep up, you know? and also I launched some products, sort of and I guess an easy way of saying this is based on social media.

Michael Estey 00:04:34 This is Covid was where I really shined my social media strategies, picking products for people. A great example is, people are making their hand sanitizer. You can see that all over social media. So it’s just like just selling the raw materials to make your hand sanitizer. Right? But without making hand sanitizer, of course, it went completely viral, was picked up by major magazines like Us Weekly on their front page or their homepage by products. Right. So and cool experiences like that. And then that really taught me, wait a minute, let’s dig more. Let’s dig deeper into trends like what’s trending right now, what’s what’s happening in the market, and how do we capitalize on that. So then like a great example is I launched this product, based on a very viral TikTok product, and they’re the only guy doing it. Of course, competition wouldn’t even come near these guys. And I was like, okay, so it’s made a knockoff like a dupe. I literally made a dupe throw it on Amazon.

Michael Estey 00:05:17 Mine went more viral than theirs because it was more natural than theirs. It was a beauty product, but more natural. And then of course, literally it was selling. I got my first day that it went viral until 17,000 units in one day. Oh my gosh. So it was insane, right? So then I was like, okay, there’s definitely some tactic here to repeat. And I’ve been trying to figure out how to do that. Right. And then over time, learning, okay, well, let’s go on TikTok and let’s find opportunity there. There’s all these people with these all these hashtags about this trend. Is there a product based on that that we can hit and take to market. Right. And then what should it look like. Right. What people want to see with that product. So then that’s where I started implementing okay, I’m done looking at Amazon for product opportunity because literally it’s just crowded and saturated. I’m looking at social media product opportunity and then taking it to Amazon because it exists there yet, right? It’s a bit of like how I, I had to constantly evolve.

Michael Estey 00:06:04 You have to constantly evolve. You can’t just sit on one strategy for ten years and hope you’ll stay afloat. Otherwise you end up like blockbuster. You know.

Josh Hadley 00:06:12 It’s so true. Like, that’s what I love about your story is you’ve constantly been pivoting. You’ve constantly been trying to stay ahead of the game. Where’s the puck moving in the e-commerce space. And I think you’re the first one really championing championing this idea where you said it best. I’m no longer looking at Amazon for my product opportunities or my new product ideas. I’m actually looking out into the social media world. What’s trending? What’s going viral? That’s where I’m coming up with the ideas of new products that I’m going to bring to market. So, Mike, why don’t you elaborate further? Why don’t you walk our guests through? How have you pivoted away from looking for new products to sell just on the Amazon Marketplace? But how do you find trending products on social media that you would then will take to Amazon?

Michael Estey 00:06:51 That’s $1 million question right there.

Michael Estey 00:06:53 That’s my, I’ll, I’ll share with you a couple of things that I’ve done and how I’ve done it. So one, first and foremost, I never used TikTok prior to a certain point. My wife used it and she was into it, and she showed me the TikTok videos and I’m like, I’m never gonna do the TikTok thing. And even though I worked in the business on TikTok and ads and this and that, and I was like, I can’t get addicted to it. And then she was like, you, I’m telling you, there’s a lot of gold in there, a lot of good tips, a lot of life hacks and products. And so eventually, of course, I gave in and then I start scrolling. So I’m just like, okay. And it starts knowing me a little bit better. And then of course it starts going. It’s going to feed me some products. Right? So there’s some ads and I start engaging. I start engaging with the ads, and the ads are actually inspirational for me.

Michael Estey 00:07:31 I’m like, that’s a good idea for that. That’s good. So I started using a lot of that for my business. Like, okay, that’s going to make ads based on TikTok. And then eventually, I started doing just searches and I was like, okay, let’s see what’s trending right now. and then of course, I see products, these products that are like, this is this got 2 million views, 5 million views in this product. It’s got like 100,000 comments. It’s a product. What’s going on here? Like, it’s sort of digging into a little deeper and and then of course, what do I do as an Amazon seller? I go to Amazon, see how they do on Amazon, of course, 30,000 units a month, you know, and I’m like and no competition. I’m like, but it’s a brand. They’re searching for the brand. It’s a brand in search. I’m like I can easily rank for their branded search. So what if I just take 5% of the market share, 5000 units a month or 3000 a month? So.

Michael Estey 00:08:14 And then I started, I started clicking, I was like, oh my God, what have I? What have I discovered here? Why is no one talking about this right? So of course, what do I do? I launch the product and lo and behold, literally it goes viral, right? It’s a dupe. It’s just a dupe. So that was my first like. And this was back in the 2021. and learning and social media, TikTok and so and of course TikTok doesn’t exist back then. So I’m literally just copying the trend. Right. And making dupes and, and so and I kind of like okay, so I go through this and I’m trying to repeat it. And now I actually messed up. I didn’t continue doing that successful action. And I and I literally pivoted and I went to try to launch more products. And I’m not based on TikTok based on my old strategy. Based on what other people said I should do. And I kind of lost touch. And then.

Michael Estey 00:08:54 And then, I started, I was like, I got out of it, got back to the core of like, okay, what was this product that is so successful? And then started repeating the process again based on trends. And it literally one for one. When I saw these things, I saw all these trends. Any product that I saw, whether it was me or, you know, I suppose I work with a client, I recommend a product or a client launch a product, or any time it happened. It’s one for one product success. And I was just like, look, just dupe it. Just dupe the product. Make your own branding, just do it. You’ll get 510% of the market share within the first like week. It’s so easy to do. And I think that was it literally just happened over and over and over again. Like, okay, this is obviously a proven concept. Do I want to tell everybody about this? No, it’s but it’s so obvious.

Michael Estey 00:09:35 Of course, that’s the way that you do it, you know, because now we know that trying to find a product on Amazon is is old school nowadays. There’s nothing that’s all filled. It’s all filled up. But now people I mean sellers, you can tell sellers are definitely jumping on the TikTok bandwagon and launching products based on TikTok trends. And now it’s becoming like you have to go fast to the market. The thing about TikTok is you can’t search. I can’t go and like, show them your opportunity. You know there’s doesn’t exist. So what I do, and this is now my successful action, and I spend two hours every day on TikTok. I literally make the algorithm feed me products. I see more ads, probably. I think every other TikTok videos now, it knows I engage with all the ads, right? So it’s a product. It’s an ad. Now there’s one more facet of this. Sometimes you see a trend without a product associated to it. This is one that I caught a little bit ago, and I was so I basically was trying to I tried super hard to jump on this trend.

Michael Estey 00:10:27 I just, it required a lot of funding and it’s funding. I couldn’t I got investors for a lot of other stuff, but I could not get an investor for this one. And this is I’m sure a lot of the audience knows about this. You might know about it, too. I saw the viral Dubai chocolate bar trend before it happened. And what do I think as an Amazon seller or as an e-commerce seller? I went I second I saw this Dubai chocolate bar video, the first, one of the first ones that came out in TikTok. I looked on Amazon and I was like, okay, let’s Holy crap, what am I encountering? This is the most empty viral niche and there’s so many products associated with it. There’s there’s there’s pistachio cream, there’s the phyllo dough, there’s the chocolate, all of these products. It’s kind of like it’s a gold rush. And you could like literally if you’re the guy selling even just the picks, you’re making millions, right? The shovels, the axes, anything associated with this is viral on like literally the these products were to star on Amazon.

Michael Estey 00:11:22 Like anything associated. These guys were Chinese sellers were throwing these products up. One review two star review selling 1000 units a day.

Josh Hadley 00:11:28 It’s crazy.

Michael Estey 00:11:30 I’m crazy. What’s going on here? So what do I do? I jump on the phone with every manufacturer I know. Right. And and try to get any one of the raw materials like I would sell one of the raw materials. So anything there’s like ten products as a result that became trending viral products as a result of this huge viral TikTok trend. So of course, I’m trying to figure out how to how to make chocolate bars. Try to figure out how to source the whatever and everything is going so fast. The trend is going so fast and I couldn’t get to market fast enough. So of course, the one of the primary companies that went to market, it took them six months to go to market. Six months. They did. They became literally a $30 million company. Right. I saw that before. What was happening? The problem, the only problem I had is I didn’t have the funding or the capital to invest, because a lot of folks for food based companies are 100,000 units.

Michael Estey 00:12:10 And I want to totally be 100,000. You don’t have the capital to do that. So then that was my only barrier to that particular niche. But I find stuff like that every day. Every day I find stuff just like not quite as viral Tubi, but half as viral. And there’s nobody selling on Amazon, there’s nobody selling on Shopify. There’s nobody like it’s just an empty market. And then so they’re not people. I don’t get people that I consult with are telling me, oh, it’s so sad. The market is so saturated, there’s no more products to launch. I’m like, I have to smile. I’m like, oh my God. How often? I’m like, oh, I ask you a question. How many, how many hours did you stop TikTok? I haven’t I haven’t even logged into I don’t have the app. I’m like, well, you can’t get it now. But okay, I see what’s going wrong here. Yeah, So that’s that’s a little bit of the strategy or tactic.

Michael Estey 00:12:48 And I’ll tell you three things about that. If we have more time for that particular topic.

Josh Hadley 00:12:52 Yeah I love that. Well I think we’ll come back to that. I think one of the things that you’ve hit on though, here, Mike, is I think the game on Amazon has fundamentally changed. And or we’re in the middle of the change right now. Right. The old days of finding products just based off of keywords and opportunities that aren’t saturated like that’s few and far between. Like you’re finding a needle in a haystack at this point to find something that hasn’t been tapped on Amazon. And my prediction is over the next 5 to 10 years, you know, there’s only going to be more aggressive competition from overseas competitors. Amazon’s only going to continue to increase FBA fees. So what’s going to happen. Just immense margin compression. If you’re just selling the ordinary products that you’re just relying on Amazon’s traffic to actually move those products, right. You’re basically focused on demand capture. Whatever Amazon’s bring in, you’re trying to scoop it up.

Josh Hadley 00:13:35 However, the shift that I think is happening is what you just talked about. Can you find products where you are the one generating the demand? And yes, people will go buy it on Amazon. But the demand is not generated by looking at the keyword search volume on Amazon. It’s hey, here’s the current search keyword search volume. But once this thing hits and goes viral, we’re looking at the search volume right. And it will go over to Amazon. So Amazon I don’t think we run away from Amazon. But the way that you target products and the way you launch products I think fundamentally needs to change. Otherwise, you’re going to get your butt kicked by all the overseas sellers that do exactly what you just talked about. Their only M.O. is like, how do I go duplicate other successful products just on Amazon? so that’s what I think you’re doing there. You’re creating the you’re focused on the demand generation, not demand capture. So like I want to go into that and it’s like, so how do you validate these products.

Josh Hadley 00:14:23 You know, knowing that you’re not really relying on keyword search volume. Are there software tools that you’re using for TikTok, or are you just looking at how many videos have gone viral? Tell me more about how you decide. Like, hey, I’m willing to make a bet 100, 100,000 units.

Michael Estey 00:14:37 Right? Yeah. So the the proof is the way I would go down the road to verify the concept as a good investment opportunity is, one how many videos are associated with that particular trend or how many videos were stitched, how many hashtags were used? So. And even if so, if there’s only one, like let’s say one video had 10 million views or 5 million views and you’re like, you know, more is coming. You know, more this year. So like by chocolate, I knew there was one video, a million views. I knew more videos were definitely more. People are going to try to get their viral videos out based on that trend. So, there was more than one.

Michael Estey 00:15:09 I mean, there’s one main one, there’s like ten sub videos already. And I was like, now there’s like a million Dubai chocolate bar videos, right. So but my confirmation of the first video was that this was every single video the algorithm was favoring. Right. So people were highly engaged with this chocolate bar as like one of the or this other. The other product that I launched was a type of stretch mark, by the way, that went viral. based on, by the way, from that product. But so, anyway, so then then that was the first criteria. I’m like, okay, so I can see this picking up the second, the second action I would take is they’ll go. Physically look at Amazon. Yes, I use data. I use helium ten. I’m going to go look at the trending keywords associated with it. What are you looking for. How are they looking for it. Is it branded or is it non-branded. I don’t care if it’s branded search most of the time.

Michael Estey 00:15:57 If it’s branded search, then I’m like, great, let’s make a dupe. And it’s so easy to rank brand search keywords. They advertise their branded words and as long as they look like I’m a replacement product for that thing, great. You know, it’s kind of like, well, anyway, I’ll go to the next page, but then, then the next, I guess, what’s the next part of the market verification branded search. You look at all the search volume associated with it. Now, in this case, people are, you know, everybody will type in a different thing in the search bar. So you can also go to Google Analytics and see what’s happening there too. or the any, keyword planner. Right. You see the trends on keyword Planner. and we cross that data between helium ten data Roebuck Keyword Planner and you like you see what’s happening and you see the the flux. Right. And so you’re basically you’re about to invest into a stock before it becomes GameStop or AMC.

Michael Estey 00:16:39 So you see this about to happen. Now you have to just go really fast. So, that’s the trick is how fast can you go to market? Right? How many connections do you have to manufacturers? Most people, it’s not that hard to find manufacturers. There’s tons. But, then the next part of my guess process would be design. Now. And this is what I touched upon. You you can’t just throw something out there because you want to make sure that you’re dumping the money into a good design, but it’s not necessarily that’s not the expensive part, right? if you’re going to launch something based on existing viral trend, you’re going to be hitting on millions of people. You damn well better have a good design that communicates them. Right. So they’re looking for something. You got to be the guy communicating. And in the end, that’s all artwork or design is. It’s a piece of communication, right? It’s just in colors and pictures and fonts and text. That’s what it is.

Michael Estey 00:17:19 It’s a composition of those things. So and you cannot go by guesswork on that. Do not go at the top of your head. You can copy somebody and try to like an existing product. Let’s say let’s say like for the divine chocolate, there was no existing protocol, right? So what you need to do is so that’s why I made this program impression check because I would for my own use. So it’s a software and a software that I can go pre-market and before I design anything, and then I can pull based on what the market buttons are, what they think of. Right. So I’m trying to get. So if I go, hey, if I, if I, I’m going to mention, Dubai and chocolate, what comes to mind. Right. Like what do you what picture do you get. What image. And it might be this that. And then you tally up those results. The way I do is with AI. And then I want to get a consistency of, oh, everyone’s thinking of bright, colorful murals.

Michael Estey 00:18:07 I’m like, this is not an example. I didn’t do this, but I’m just using a like a random example of what could come up, right? So that hey everyone associates Dubai and chocolate with with bright purple and green murals. I’m going to make a purple and green or red and green mural brand, and it’s going to have all these bright colors on it and be all fun and cutesy. Right. And then I’m going to take that design on design and work on that, because the AI will spit out, here’s how to design it right. Here’s what we need. Here’s the criteria for the design. And then give it to the designer. And the designer literally goes and they go. And then we survey it to confirm that it matches and they go. So the the idea of that next part of the survey is as they say. Oh, that’s the Dubai. That’s the Dubai chocolate. Without any text, by the way, I don’t. Don’t want to say Dubai chocolate. I just want to see that.

Michael Estey 00:18:46 That communicates the button. Right. Maybe the button is luxury chocolate, right? That’s the button. So I have to confirm the button. Right. So the design confirms that. Then now I’m ready to go to market. I’ve confirmed everything, and I can capture that trend perfectly in that sequence. And then ride that wave for years to come, right? Remember that also Amazon’s an algorithm and engine. So I’ll keep sales going for us for ever. Like it’ll just keep going. It just forms a new business right. Yeah. That’s my process for doing this.

Josh Hadley 00:19:13 I love that. So you talked about your tool that you created, Impression Checker. And I’m sure that the question on people’s minds is like, okay, what’s the difference between Pik Foo and Tel Aviv product opinion. Like, it seems like these, testing survey tools are like the latest thing that everybody’s getting into, right? So why did you create your own? That ain’t cheap. but what’s the difference?

Michael Estey 00:19:36 I created my own because I needed.

Michael Estey 00:19:38 There’s. There’s several reasons why. Right. So there’s, And at the time I started creating it, it’s funny that they like. In Tel Aviv launched a flash image survey because mine is based on flash image. I have a milliseconds or seconds to get the result. I can’t have someone stare at an image for five minutes and then pick it apart, because that doesn’t. That’s not how the market works, right? The market has seconds. So I was like, oh great. Well, they you know, they just launched their flash image survey based on half a second or three seconds. But that’s and that was one of the principles of it. Right. But that’s not it. It’s it’s not letting a seller or a person decide or choose their survey questions, because I’ve done that. And that’s where you waste so much money on surveys. I mean, there’s a whole history on survey and how you’re supposed to do it, and there’s Madison Avenue write ups on it and a million things. Right.

Michael Estey 00:20:20 And I’ve read a lot of books, try to pick apart what’s true, what’s false, how do you do it? Right. Focus groups, how those work. Like how do you perfect a design? So and over with reviewing all the different materials on surveys and like what the most successful campaigns and surveys that were ever done in history and to bring about the most perfect product that the customer wanted, that literally, they couldn’t even keep in stock. You know. So. And I was building it based on those principles which those principles started back in like 1930s. You know, like how they were figuring out how to do this. So I built a software that emulated that, and it wasn’t based on the top of my head. It wasn’t based on. This is what I think will work. It wasn’t based on. It’s based on what has worked historically in service. The thing I know about impressions, I mean, I’m in Tel Aviv and they’re they’re letting people decide how to do the surveys.

Michael Estey 00:21:04 They have some templates and stuff like that. But in the end, it’s the questions are correct. The questions are never going to bring about the right answer. Now the second part of it is, and I’ve talked to a million sellers about this, and I myself have the problem. When I get the tally of the survey results, the right way to get the right way to do a survey is to add up those survey results at the end, individually understand what each person said, because they might say the same thing in 16 different ways. So imagine training an AI to interpret that, right? It’s a lot. It was a process. So and then and then it automatically tallies all those things together at the end to give you here’s really what people thought of your product or thought of your questions. So and the questions are also modeled. It’s a model question so that you you have basically pre-designed survey. So before you design they don’t do that. The problem is you start using their surveys after you assumed your design was correct for the market.

Michael Estey 00:21:55 And then they’re going to tell you, yes, sir. But they don’t tell you yes. It’s bad. Yes or good. They just tell you here’s all the feedback. Right. And you’re like okay, thanks. But so first so it violates the very basic principle surveys. Right. First principle is before you go to market to do a pre-market survey. What do people need to see on this design. Then you design it and then you survey it a second time to find out if the design match, that this is going to be the only software in the world, especially with AI integrated, that actually does that correctly. So imagine if instead of you trying to tell the designer for 16 hours how you want it to look, I’m sure you’ve done that a million times. Everybody’s done that a million times. This is going to remove all of that headache, and I don’t. And this is going to be a painful point for a lot of sellers. Stop injecting your own opinion. You might not be the demographic.

Michael Estey 00:22:34 Right. And even so, you’re one person. The people are going to talk and tell you what they want. Listen to them and design it based on what they want. Right. And if you do that, your product will sell. And it’s proven time and time again. Those are the best products in history that sell the most. Right. They subliminally communicate to the customer, they identify with them. And that creates an impulse buy. And if you can accomplish that, the only way you really can accomplish that is by a pre-market survey and then confirmation post-market survey. And that’s why I built that because I can do that with that software. There’s no other software in the world that has that.

Josh Hadley 00:23:03 Brilliant. I think that is so key. I mean, here’s what I think is different about your entire approach, though, to putting up new products on Amazon. You’re so focused on what is it that the market wants, right? Because if something’s going viral on TikTok, like, obviously people are interested in that.

Josh Hadley 00:23:18 But then you take it to another step that’s like, all right, when you hear about Dubai chocolate or whatever it is, what is it that you envision? Right. Like what pictures? What imagery comes to your mind? And so then you just start designing and creating that product according to what people are envisioning in their mind so that when you bring it to life, they’re like, oh, this is a this is exactly what I was imagining, right? And you’re going to have better conversion rate, click through rate, all of the above.

Michael Estey 00:23:42 Everything is so much better when you do that.

Josh Hadley 00:23:45 And easier, right? And you’re doing the upfront work. I think here’s a here’s a big mindset shift that I think sellers need to have. A lot of people want to skip the product research process and be like, yeah, yeah, just look at the keywords, okay, we’ll go, we’ll go launch it. And then they guess where they spend the majority of their time. PPC hacks. what am I doing with main image hacks? What am I doing with secondary images? Like it’s all about the secondary efforts.

Josh Hadley 00:24:08 And it’s like, guys, you’ve got it all backwards. If you would have frontloaded all of that work that you’re now doing, you don’t even need the PPC hacks because this thing is just moving on its own. Right? Like, but you’ve got to invest the time upfront to create a really good product. And I think like the best company that does this is going to be Apple, right? Apple spends an inordinate.

Michael Estey 00:24:26 Surveys, by the way a lot of surveys.

Josh Hadley 00:24:28 But they won’t come out with a product until it’s done. Correct. Right. And I think that’s where I think most e-commerce entrepreneurs, myself included. Like, we’re so quick to be like, oh, get this out there, get this out there. But it’s but it’s if you will take the time to step back and make sure that you’ve dotted your eyes, crossed your T’s, it’s resonating with people. It’s going to make your job ten times easier. On Amazon bringing new ideas to the market. So, Mike, is there anything else that you would add to your kind of like your product research and development process that, you know, goes against the grain of what everybody is taught, been taught, and learned over the last decade on Amazon.

Michael Estey 00:25:00 Yeah. I mean, another thing that it’s funny that you asked that exact question because there’s one more point. I talked to a seller a few months back and he was like, you know, big seller. He had this product and he he got so caught up in the Amazon game and so caught up in just the idea. I love the idea of launching products. Right. So he just was like, I want to launch some products, but I didn’t you didn’t specify anything about it. So he ended up being he was like, he’s selling gaming products, like board game products. He invented board games. Very clever guy. and he he was like, Michael, can I jump on a call with you? I want help debugging. I know you’re one of the smarter sellers. I want help debugging my product. I launched it six months ago. It fell on its face. It flopped. So, and I was like, It’s Amazon only product. It’s like Amazon product. I took a look at it and then I looked out over the product and I was like, okay, it looks cute.

Michael Estey 00:25:44 Let me check something real quick. So the first thing I did was I went on to, data driven content, and I just did a basic survey of the market, like, how many keywords are associated with what he’s saying on the product, you know, like how people are looking for something similar. nobody. Right. So it was like he launched a product and named it something based on no existing trend, no existing keyword search. And this was a very big seller, and it was just a complete like. And it was like, by the way, did you know that you didn’t put any like main pain points or keywords in your actual product name? Like why did you name it that? Because you thought it was cool. He’s like, because I thought it was cool and I was like, cool. But you have to identify something with people. They want to look. That’s how they know what you are. And he’s like, oh my God, I totally forgot about all that.

Michael Estey 00:26:23 You’re like, he realized it, right? And the core like reason of selling products on Amazon. So now and this is one thing And that’s why I say we do a pre-designed survey, because those buttons you’re going to find consistently also associate with keyword searches. There’s some kind of SEO following that. And you’ll see it like maybe it’s not the exact word or the exact pole point. Right. Because people communicate things in so many different ways. Like I can say the same idea to you in five different words, right? But and people you can see on Amazon search is like each product will have 30 ways of saying it, right. It’s common, but you have to know that and then pick your pick your niche a little bit. So I think it’s a common problem. A lot of people sort of get oversight on and it comes with the pre-designed survey. But you the other thing way that also I will make sure I model my design model my product, they’re going to see the image first before they read your title.

Michael Estey 00:27:08 Right. So that’s really important. Just have some basic, you know, if you’re going to tell whatever text you’re going to have on there, make sure it’s something that is currently trending. And again, it comes down to the same basic principle. Find out what the people want and put it on your product. Don’t go by what you think. It’s not because, you know, that’s my biggest piece of advice to a lot of sellers is stop going in your head about it. Look at the market. Right?

Josh Hadley 00:27:29 Yeah. Very, very simple statement. But a lot of people overlook it. They get so caught up in the weeds. So like I think that’s a great summation of that. Mike, let’s now transition to something else where, you know, you have a lot of ecommerce brand owners that will reach out to you for consulting or help or coaching, whatever that might be. What do you see are some of the common patterns and pain points that people are coming to you for and why?

Michael Estey 00:27:52 Yeah.

Michael Estey 00:27:52 So, you know, I think the on a high level, let’s start from a 10,000 foot view down. And people that I consult with manage and manage their brands is so that people come to me with just an Amazon company. I think this is what’s happened in the market is they have they learned about Amazon at whatever point. And you know what, hey, they got 10 or $30,000 a month or they they know their friend is doing $1 million a month. Right? So they try to go in the Amazon sandbox. That’s what that’s what we’re calling. It’s a sandbox that is Amazon. And they stay in the sandbox right. And so they’re not my number one. And whatever products they do have you already launched your products now. You didn’t do pre-designed stuff. You didn’t do anything. You have just launched two products, right? So you’re stuck with them. You’re married to them. You have 2000 units or 5000 units in inventory, you know. sure. You can pivot your design and do a packaging may vary graphic on your second image, right? Packaging may vary new design.

Michael Estey 00:28:41 And they get the old package and they’ll they’ll be okay with that. Right. The customer. So yes, you should probably redesign your packaging if your sales suck. but also just within the Amazon sandbox, you’re limited like it’s so limited. And the number one thing, I’ll be like, you’re coming to me for help, and you want to be a big company right there. Like, a lot of people are very ambitious, and I’m loving when they’re ambitious. But if they’re if someone wants to be a big company, you have to do what big companies do to have what they have, right? So you have to big companies do a lot of advertising. They do a lot of top of funnel. They do. I mean, they do billboards, they do commercials, they do TV ads, they do. They do Facebook, they do, or meta. They do TikTok, they do everything right. They’re very top of funnel. And then all of it comes together into synchronized messaging. And of course, and they’re also eventually they go in stores, but they get so much traffic from so many Some places.

Michael Estey 00:29:27 So one more thing I say is stop thinking that the Amazon sandbox is a magic button that you can press. It’ll make you $1 million. It doesn’t really work like that anymore, right? And maybe, you know, some people when it was almost empty back ten, 12, 13, 14 years ago, sure. It was empty. You know, you could have made $1 million a month, but you know what? You’d be dead today if you continued in that sandbox. You’d be dead today. You have no outside marketing. You’re overtaken by competition because everybody else is doing all your competitors. If I were to reverse engineer them, they’re all doing outside marketing. You’re the only one not doing it right. And if you are doing it, hats off to you. You’re doing the right thing, right? So the other aspect of things is when if I come on like the top of a 10,000 foot view, I guess I could say what I encounter is getting so caught up in I think you brought this point earlier, getting so caught up in the hacks, PPC, the little Amazon tricks and, you know, and SWNS and in the end, it just means that you’re not confident enough in your brand that you have to rely so much in Amazon.

Michael Estey 00:30:24 And it’s been a hard thing to put down, like if you are, if you really have the best product ever and you were confident in your marketing, go and drop a hundred grand, go get a line of credit and drop a hundred and marketing your products. Really that good, right? But the truth is, your confidence is not confirmed, right? You haven’t done surveys to go you. Yes, this is exactly what people want. So one that’s less than your confidence a little bit and your product. And two, you know you gotta you gotta at least try before you give up and fail. Right. So like a lot of people will put it, I’ve seen a million times like you just go and put on a new product launch or an existing product. You dump 200 bucks a day for 30 days on PPC and you’re like, I spent all this money on ads didn’t scale, right? Fine. It didn’t scale. Why didn’t it scale? Let’s look at the breakdown. Was the click through rate, was the conversion rate what’s going wrong with this product? And you know what? If it doesn’t scale and spend money, it just goes back to nobody wants it right now.

Michael Estey 00:31:14 Nobody wants this guy over here. But why do they want that guy over there? He’s selling $10,000 a month. You’re selling one unit a day, right? Or 30 minutes a month, right? So doesn’t that tell you something like. Doesn’t that tell you, hey, maybe you should look at what the people want right before going and try to do a bunch of PPC hacks. And I think you had at this point, and those are the two things that I usually go over. It’s just and of course, if your click through rate sucks, it means your main image sucks. So redesign it dude. And if your conversion rate sucks means your graphics were probably done on Fiverr, we’re not really well thought out, right? Or surveyed or you’re not hitting the right buttons, so redesign it. Now, if you have a dead ass in like your products, been sitting there selling one unit a day or zero units a day for a year. Fine. Fix all these points first, then relaunch it, because now you can relaunch it with some confidence and invest in the PPC, right? So but my perspective on things is now the only exception to all of this is if you’re going to try to launch a very generic like go launch electrolytes like everybody has electrolytes, by the way.

Michael Estey 00:32:07 Everybody has face cream, everybody has, you know, sheets or betting whatever. Like generic folks, if you’re going to do that, go in with a line of credit with $100,000 and tons of marketing, because you ain’t going to make it. If you don’t do that right, you’re going to have to compete against the big boys and the big boys they spent. Right? So those are my things that I say in my advice.

Josh Hadley 00:32:25 Usually I love that. I think that is so important. Like you’ve just got to up your game and I think people get so complacent overall. Mike excellent words of wisdom. What else would you say to our audience of seven figure sellers? Where is the puck moving as it relates to e-commerce social selling in Amazon, and what are you focused on in your next 5 to 10 years in e-commerce?

Michael Estey 00:32:47 That’s a very good question. So I’d say the there’s been so many shifts so quick and e-commerce based on just consumer trust. you know, it’s it’s getting there’s been so many marketing tactics implemented over the last, you know, 20 years and since the advent of really the internet blowing up.

Michael Estey 00:33:03 Right. And so all these new things very creative, very amazing and brilliant ideas. And then, of course, if someone has a brilliant idea, ten more people will take its place or replicate that idea, right? So where it’s going right now, is that established trust factor with the in TikTok hit on this This is why TikTok shop took off so quickly is because it is hitting on the people’s voice of what product is good or not. So and this is what Amazon is trying to hit on, is how can you give the people a voice on saying what they like and don’t like right now, whether TikTok stays or goes away and whatever, and the end, what’s working right now and and even why TikTok shops are getting a little bit exhausted. But it still works. Really amazing. But the people have a voice. They tell you what they like, they tell you the hacks, they tell you the tips, they tell you the tricks, and even the what’s so inspiring for me as just a person in everyday living? Like I can live better because all these people are telling me hacks for life or products to use, right? And I think that’s that’s the thing that’s blowing up.

Michael Estey 00:34:00 So it’s really where social media and e-commerce are connecting and coming together. And TikTok nailed it with TikTok shop in affiliates, right. Selling products. But in the end, it’s going to be the in the back in the old day where marketing came from is, you know, testimonial videos and UGC and people going, hey, I use this and I liked it. And probably they’re paid actors or whatever. But still people were inspired by that. They bought their drug or they bought their beauty product or health product. So where it’s going is if TikTok doesn’t make it, someone’s gonna come and take its place, right? And if Amazon figures out a way to actually get the people having a voice on every product more than just reviews because the written review is kind of getting obsolete. So I think where Amazon’s trying to take it or e-commerce is trying to take it, and if any really clever person on Shopify will do this. and you’ve seen some companies kind of pivoting in this direction replicate that business model on your PDP, on your page, on your product detail page.

Michael Estey 00:34:53 So your product needs to show the people in their response to using it, whether it’s good, whether it’s bad or whatever. But as long as it’s mostly good and let’s say you go down, let’s say you’re on the Amazon app and you scroll down and the reviews are down. Just videos like TikTok. Yeah, I think that’s where Amazon trying to take it. I think that same with a lot of if you can replicate that on your Shopify store. Nailed it. Like that is beautiful right. That’s what people want to see.

Josh Hadley 00:35:15 Well, and that’s exactly what we’ve been doing with our own brand, those videos that we have permission to use from creators. We’re putting them all over the PDP on our Shopify storefront. It’s like you don’t need to trust the fake reviews that are on Shopify anyways, because you can manipulate those all you want, right? It’s it’s all about like, you know, these are real people. These are what they’re saying about the products without us even having to tell them what to say.

Josh Hadley 00:35:35 And so I agree wholeheartedly with you. And it all starts with a good product, right? If you have a crappy product, you’re not going to have people saying anything about your product to begin with. And so this goes back to start with a really good product. Understand what the market needs. Jump on the trends and then blow it up through social commerce. I think that truly over the next five years, like that’s the new Amazon quote unquote, right. Whether it’s TikTok shop or something else, but it’s social commerce and it’s going to be selling through other people. The users of your products are going to be the ones that are actually selling your product. And so I’m really excited about that.

Michael Estey 00:36:09 That’s right. And that’s exactly right on the nail on the head on on having that. Like when I scaled my I had a scalable Shopify account for literally I think 13,001 to like $230 a month performance. You just you know how many ugly videos I had over that, over those pages. I think each each product, I work so hard to get this on the page and build it custom coded in there to be like a social media platform, you know? But it was just like there were so many testimonials there.

Michael Estey 00:36:32 And that’s, that’s I hit on something, right? And it’s just like, you can’t ignore all of these all of this feedback. People are, you know, and that’s and that’s what TikTok TikTok nailed it. And as I’m trying to figure it out right now, hopefully they do soon.

Josh Hadley 00:36:44 Yeah. Only time will tell. Only time will tell. That’s right. Mike, as we start to wrap things up, I’d love to leave our audience with three actionable takeaways from every episode. Here are the three actionable takeaways that I noted. You let me know if I’m missing something. Action item number one is leaning into social media, whether that’s TikTok, Instagram, YouTube and understanding what is it that people are talking about? Okay. Jumping on trends as soon as you possibly can and shifting your mindset from, hey, let’s go find something that’s doing well on Amazon, how can I go duplicate that? Instead, go duplicate something that’s going viral. And then ideally, if you can find something, take some of those keywords, the hashtags, put them over into the search terms on Amazon.

Josh Hadley 00:37:21 And if it’s a blue ocean, right. Or it’s like maybe there’s one competitor, as you mentioned, that has a two star review, one one review, and it’s two stars, but yet they’re still crushing it. That’s that’s Blue Ocean for you to go in disrupt with an actually really good product. So that’s key I think action item number one is completely shift your mindset and approach to identifying new products to launch and lean more into what’s doing well in social commerce, because it’s also going to make your life a lot easier over the next 5 to 10 years when the puck starts moving that way. Action item number two is don’t just come out with the a dupe product of something that is going viral. Instead, spend the extra time and effort that you theoretically would have spent trying to work on PPC and main image optimization and all of that stuff. Instead, spend most of that time through actually speaking with the end customers conducting surveys, and Michael shared his tool. Impressions. Impressions. Impression. Check.

Michael Estey 00:38:14 check.

Josh Hadley 00:38:15 Impression. Check. Dot com, his tool that will methodically walk you through the process of like, hey, ask people this, what is it? What is it that comes to their mind? Then send that to a graphic designer, have them come up with it, get feedback, and just continue to tailor that until like it’s resonating really well with those survey responses. Then you’re ready for prime time. And when you do that and have a better product, the PPC hacks, the main image hacks, the SEO hacks. They become less relevant because you’ve got a massive amount of traffic coming from these social platforms, plus a really solid product that you can sell anywhere, whether that’s Shopify or Amazon, and you marry those two together like you’re off to the races, right? My third and final action item here is stop getting caught up in the nonsense. I think the old the old way of Amazon. Right. Which is, I would say like there was no focus on the customer to begin with.

Josh Hadley 00:39:04 It was all very keyword focused and everybody’s been selling to keywords. And so my third action item for you is to shift that mindset completely, which means how do you build an email list? How do you build a connection with your audience so that you can actually like. Survey your audience. Call somebody. Heaven forbid you call somebody on the phone one of your customers and talk to them about the the their experience with your product. And when you can do that and start leveraging your audience and creating videos like that is where the brands that are going to succeed over the next five years, they’re going to become really, really good at communicating with an audience. And they’re not just hawking a product on Amazon just to make a quick buck. Mike, anything else you would add that I missed here?

Michael Estey 00:39:45 But I think you definitely hit on the right thing with, yeah, building, building audience. I think that was the only thing I would elaborate on is that’s another huge point that Amazon sellers spent a lot of time not doing and doing PPC hacks, but in the end, you could have hacked your way to the top and you would drop back down if you built an audience that that audience protects you for time immemorial.

Michael Estey 00:40:03 Keep building that. That audience is literally your lifeblood, your guardian, your safety net. They are your everything. And engage with them. Talk to them. They’re your people. They’re loyalists. Right? But that’s a huge, huge one that a lot of people still. A lot of sandbox Amazon sellers still have yet to figure out a do.

Josh Hadley 00:40:19 So quick question for you. On that note, is there anything unique that you’re doing to collect email list of customers that are buying from Amazon?

Michael Estey 00:40:28 I’ve tried a million things. I mean, I think I do the normal stuff. I mean, I do games and I do and I’ve done inserts, little spin the wheel type deal type games, but the brand, what’s appropriate. and, you know, honestly, the thing I’ve had most success with recently is building audiences on discord. so I like I get a lot I have a lot of creators that I work with, particularly that are very powerful for brands. So instead of like I build audience for brands, I build pretty big audience.

Michael Estey 00:40:53 But what I’m finding is more valuable right now is like a creator audience. Like a lot of your own. So I’m trying to like and I have thousands upon thousands of creators like that have my email address. I have their email address, we have phone numbers, and they’re influencers. Some of them have huge audiences and huge followings and building a relationship with that type of valuable audience, too, I think is a level up from yes, you have your customers, your loyalists. Definitely. If you can build an army of influencers, creators, affiliates and army that the power of that too is huge. I mean, the amount of sales that come in from those people are crazy.

Josh Hadley 00:41:27 How are you finding those affiliates then and getting them into your discord group?

Michael Estey 00:41:32 You know, I think over years of talking to a lot of affiliates with TikTok and using join brands for years and developing relationships. I actually also bought creator lists from, and so like, I would buy a list of 5000 people and then begin cultivating relationships with many people that answered me.

Michael Estey 00:41:50 Like some of the list, I bought 2500. The creators would answer me like, hey, products for you because I also make. Keep in mind as like I claim products I can feature on my own. So I have a lot of stuff that I can give them and I’m like, what’s your GMV? And I look at their profile, I can see. So then I segment them. I’m like, you’re a high GMV, a million plus creator. You’re on TikTok. Some of them are influencer. I mean Instagram. So I segment them in different ways. I have these different groups like these are high tier, low tier, medium tier. These are UGC only whatever. And these are health, beauty, you know, fitness whatever or home decor creators. So I segment them. But, and, you know, a lot of times I, I get lucky sometimes by talking to different people that already have this and like, can we collab with your list? Other agencies? Sometimes I’m like, they don’t have enough products to give their list.

Michael Estey 00:42:29 By the way, sometimes I’m like, hey, so, you have all these people want to give them products to, can I help collab with them to keep them happier? And they’re like, of course you can be surprised how many people are like, ready to give up their list and make the list happier. You know, interesting. That’s how I’ve gotten that probably is how I got most of my lists, to be honest, from talking that way to other people that have lists and sharing them.

Josh Hadley 00:42:47 That’s fantastic. Another might I say hack that you shared with us? exactly like love it. All right, Mike, as we wrap things up here, my final three questions for you. What’s the been the most influential book that you’ve read and why?

Michael Estey 00:43:00 You know, I’d say the most influential book is probably that I always reference almost every day is an older book written in the 60s called Big League Sales that it’s it’s hard to get a get a copy of it. They sell it on eBay.

Michael Estey 00:43:12 I think at one point it was outlawed. Like it was like, it’s a wild book, right? But, it’s it’s, I think they sell them, like, four bucks. It’s like a rare. It’s a rare book, but it is, it nails, sales, like on the head. Perfectly. It is. And I use quotes from every day using my staff and, you know, like how I can use it on product listings. You know, like, you can’t do certain things before the prospect is ready. So, like, you have to press like there’s one quote in there which is never press the button before the prospect is ready or it’ll be the blowback. Right. So great quote. And I’m like, so if you try to sell the product too early, they’ll bounce out the listing. That’s how I equate it to that, right? Very applicable for e-commerce. They’re looking for everyday sales.

Josh Hadley 00:43:50 I love that yes I just looked that up on Amazon. You’re looking at 250 bucks right now.

Michael Estey 00:43:55 So there you go.

Josh Hadley 00:43:56 Love it. Obviously it’s worth its weight in gold. All right.

Michael Estey 00:44:00 I’ve used it a lot.

Josh Hadley 00:44:01 Question number two what’s your favorite AI tool or ChatGPT prompt that you’ve been using.

Michael Estey 00:44:06 Okay. So I mean obviously I love using my own software and I spent a long time building, which is depression check. second is gamma. so gamma is an AI software that basically. I actually thought about it recently, but I became obsessed with it. It takes it can build full presentations and PDFs using AI with artificial or AI graphics. Impose. And reading what you prompt is the text and equating a graphic to it. It is. It’s basically ChatGPT. If ChatGPT turns into a PowerPoint presentation for my staff, for staff meetings. If I’m according to the client or if I whatever, it can take all my prompts and beautifully lay something out to make it just snazzy using, you know, colors and brains. And it’s just so useful for you can print out things to investors with that.

Michael Estey 00:44:46 Like have a whole PowerPoint presentation if you want a capital investment. And here’s your PowerPoint with all your projections and forecasts that you literally made in ten minutes.

Josh Hadley 00:44:52 That is so cool. That’s another one I’m going to be playing around with. Very fun. All right. Third and final question. Who is somebody you admire or respect the most in the e-commerce space that other people should be following and why?

Michael Estey 00:45:02 You know, for that one item, say it’s a tie between. I followed a lot of what I think. Matt Clark is brilliant. And he, he has done a lot of. He’s built a huge empire on. He’s very much like a common sense guy. Like, this is of course, you do it this way. And the second you hear from him, you’re like, oh, my God, I never thought about that. Of course you do it that way. So a lot of his training I’ve done also same with Ezra Firestone. Those are people I follow, even though they’re a huge influence, that they have a lot of whatever.

Michael Estey 00:45:25 I’ve been to a lot of their conferences in both of them. They have so much brilliant genius, common sense that you wondered why you never thought, and I just follow them for that reason. It’s it’s a lot of their strategies. I’ve learned about their courses and I’ve implemented in my businesses. And you know what? They worked. They and they were based on common sense. Yeah.

Josh Hadley 00:45:44 Yeah. Those are two great names to follow. I would echo that, those same sentiments. Well, Mike, this has been fantastic. If people want to learn more about you, they want to follow you. They want to check out your tool. where is the best place people can follow you and reach out to you at several places.

Michael Estey 00:45:58 I mean, I think the easiest place to find me is going to be, Amazon archetype. Maybe you’ll see my name. It’s a little bio about me and all that stuff. I even have a way to contact me directly on their bullseye sellers. I’m a partner in that company.

Michael Estey 00:46:11 and also impression check. Com where literally enter. I literally see it’s in beta. Do you want to join the beta? I’ll just enter. Go there, enter your email address and I’ll see you. And I can even literally send you a personal message. Just say you came from this podcast.

Josh Hadley 00:46:25 Fantastic. I think you are also going to offer people, you know, some some freebies or discounts as well. Is there anything you want people to mention? Oh yeah.

Michael Estey 00:46:32 That if you want to work with, if you want to work with me at bullseye, I help you manage your brand. that’s one thing I do. we have a one on one called Saul Global Problems. And we give you, 20% off your first month of service and a brand management impression check is you get 20% off your first, campaigns. to use that, and just, basically namedrop. Michael, and the code is going to be Michael. Right. Go to Michael. I’m the only Michael there. Luckily, there’s usually ten Michael’s, but in this case, I’m the only one.

Josh Hadley 00:46:59 Easy enough. Well, Michael, thanks again for joining us on this episode. Lots of wisdom you shared. So thanks for your time today.

Michael Estey 00:47:06 Of course, it was great to be here.

Traditional Amazon Product Research Is Officially Dead (And Whats Working Now) with Michael Estey

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