The Amazon Jungle. Rick Cesari

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СКАЧАТЬ had Rick’s direct response marketing lessons to add to my survival guide, with first-hand experience in what a difference that makes!

      After meeting Rick at the conference, my brothers and I applied what we learned about highlighting a product’s benefits over its features. We changed our Product Detail Pages to tout the lifestyle advantages of our air hockey tables, for example, like bringing friends and family together, instead of focusing on the size of the blower. Within a week we saw a 400% increase in engagement on our website and a 25% jump in sales. We were no longer selling a sturdy table with a high-end blower. We were helping families make memories!

      In the following chapters, we’ll walk you through the fundamental steps for finding and listing a winning product, drawing on the combined expertise and experience of a battle-tested Amazon Seller and a Product Whisperer. The Amazon Jungle Seller’s Survival Guide that Rick and I have crafted together here will put you in a position to own your own destiny as an Amazon Top Seller. More importantly, you’ll have the skillset for building an enduring brand, on and off the Amazon.com platform.

      Building a twenty-first century brand requires you to authentically tell your customer why you chose the product you’re selling and how their lives will be changed for the better when they buy it. In the next chapter, I share my personal story and how it followed an unlikely path to Top-Seller status. Later we’ll share tips for writing your own back story. In Chapter 3, I’ll help you determine whether there’s a suitable market for your product and how to make your product stand out in a crowd. In Section II, “Let’s Get Started,” you’ll learn how to get your product made, plus foundational steps for getting your product listed for search and for sales whether you are new to Amazon or already have listings. In chapters 6 and 7, we’ll show you how Top Sellers consistently optimize their listings using the same Direct-To-Consumer (DTC) marketing tactics that helped Rick create so many enduring brands. In the final chapters of the book, we’ll focus on expanding your business on and off Amazon, and I’ll talk specifically about the role Amazon Ads play in fortifying your Amazon business. As I mentioned earlier, listing your products on Amazon is a fundamental feature of every product marketing plan, but limiting yourself to Amazon limits your chances of creating a brand that will thrive. In Chapter 10, Rick talks about the value of expanding your business and building your brand off Amazon, with recommended strategies from his omnichannel approach to marketing.

      There is a lot of information out there about how to make your fortune on Amazon, but being successful online requires more than a mechanical list of steps for listing your products on Amazon. In these pages, Rick and I have tried to capture our combined 50+ years of selling and marketing experience and boil it down to the human element, because what matters to your customer is what sells. And it all begins with what matters most to you.

      CHAPTER SUMMARY

       •The Amazon.com platform has dramatically evolved over three decades and has permanently reshaped retail.

       •If you’re not on Amazon, you’re not online.

       •More people go to Amazon to search for products than they go to online search engines, like Google or Bing.

       •More than half of all Sellers on Amazon are Third-Party Sellers.

       •While there are 5 million Sellers on Amazon, fewer than 5% (200,000 Sellers) are generating $100,000 or more in annual sales.

       •There is an untapped opportunity for a small group of Sellers.

       •There are common characteristics among Top Sellers, including persistence and resilience, but it takes something more than sheer grit to build a lasting presence on the Amazon.com platform.

       •Third-Party Sellers have a competitive edge on Amazon. The authors’ combined 50+ years of experience on and off the Amazon.com platform will show you how to exploit that advantage using the same customer-centric, direct response strategies that launched billion dollar brands like GoPro, George Foreman Grill, and Oxiclean, among others.

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