Throwback: Tips from a $22 Million Seller

In this episode, host Josh interviews Ashley Kinkead, founder of Private Label Mastery and Amazon FBA expert. Ashley shares advanced strategies for Amazon private label success, including using QR code insert cards to build email lists, effective PPC advertising, and data-driven product launches. She emphasizes the importance of brand registry, product differentiation, and resilience in entrepreneurship. Listeners receive actionable tips on optimizing listings, managing PPC campaigns, and knowing when to pivot. Ashley also offers resources, including her book "Million Dollar Ecom Secrets" and her podcast, to help sellers grow their Amazon businesses. Chapters: Introduction to Ashley Kinkead (00:00:00) Josh introduces Ashley Kinkead, her background, and achievements in Amazon FBA and private label selling. Insert Cards & QR Codes for Email List Building (00:00:32) Ashley discusses using simple insert cards and QR codes to drive customers to email lists and instructional content. Promotions via Email List (00:02:02) Ashley explains offering coupon codes and promotions to customers who join the email list via insert cards. PPC Strategies and Outsourcing (00:02:37) Ashley emphasizes the importance of PPC, suggests outsourcing or using software, and highlights the need for a sufficient budget. PPC as a Launch Strategy (00:04:38) Discussion on using PPC for product launches, the evolution of launch strategies, and current best practices. Budgeting and Patience in PPC Launches (00:05:19) Ashley shares advice on budgeting for PPC launches, being patient, and using early data for campaign optimization. Analyzing Conversion Rates and Data-Driven Decisions (00:06:36) Josh and Ashley discuss using conversion rates and category averages to evaluate product performance and make data-driven decisions. Resilience and Learning from Failure (00:08:53) Ashley highlights the importance of resilience, learning from failed products, and moving quickly through unsuccessful ideas. Actionable Takeaways for Amazon Sellers (00:09:37) Josh summarizes three key action items: product differentiation, brand registry and A+ content, and implementing PPC strategies. Resources and Where to Learn More (00:13:05) Ashley shares where listeners can find her book, website, and podcast for further learning and support. Closing Remarks (00:13:54) Josh and Ashley wrap up the episode, recommending Ashley’s podcast and thanking her for her insights. Links and Mentions: Amazon Seller Central: "00:07:49"  A+ Content: "00:10:45"  Million Dollar Ecom Secrets: "00:13:05"  Matt Altman's Episode: "00:06:36"  Destaney Wishon's Episode: "00:06:36"  George Meressa from Clear Ads Episode: "00:11:59"  Instructional Videos for Product Use: "00:00:58" Transcript: Josh 00:00:00  Today I'm super excited to introduce you all to Ashley Kinkead. No other woman in the industry has worked with more six and seven figure sellers than Ashley Kinkead. She is the founder and CEO of Private Label Mastery. She has personally launched over 15,000 products on Amazon, and has generated $2.2 million in Amazon FBA sales. So with that introduction, welcome to the show, Ashley. Ashley 00:00:25  Well thank you, Josh. It's a great introduction, very humbling, and I'm excited to be with you and excited to be on your show today. Thank you so much, Ashley. Josh 00:00:32  Are there any like, advanced strategies or cool tactics that you've seen in terms of how people have used insert cards or a QR code on a product label to allow them to grow their brand? An email list off of Amazon? Ashley 00:00:47  Sure. I think QR codes are great. We do a lot of QR codes as well as, you know, just a simple link. It can be a real simple link. You want to make it simple. I would say that's the most advanced but also simple tip. Ashley 00:00:58  Just make it really simple and clear for people what to do on the insert Insert card. Sometimes I open insert cards on Amazon products and it's not really clear what to do. Have a little guide, have a little downloadable. Have a little video that people need to click on to be able to use your product. Just make it simple. Make it simple. And that's going to drive enough traffic to your insert card. So I like really simple insert cards. I mean our insert cards can literally be a white card with a black QR code. That's it. Like hey, click this link, watch a QR code and get a video on your product. So ideally it's something that people need to watch to use your product. Some kind of instructional video or kind of fake video I think is really, really key. As long as you make it simple and make it just key to the usage of the product, you know? Watch this simple walkthrough video. It can be very, very simple, but the more simple it is, I think the more conversions you get on the insert card. Ashley 00:01:50  That's what we've seen. Josh 00:01:51  Right, right. And then before they watch the video, they have to enter their email address and name. I like that. And then what type of promotions are you sending them if you. Once you have them on your list. Ashley 00:02:02  Well, we'll do really simple things. You know, it can be. Come back for your next order. Coupons we do mostly coupon codes, so if you come back, you know you get 50% off your next order. you know, buy one, get one free. So we love to give coupon codes for their next order. that's what we've done. Typically with our insert cards is the coupon codes. Josh 00:02:21  Awesome. Makes a lot of sense. Very good. Let's move into this third strategy. You talked about PPC being fundamental in allowing businesses to continue to grow and succeed on Amazon. So tell me more about some of the PPC strategies that you see working today. Ashley 00:02:37  Well, again, I'm really an advocate of having someone else do do it for you. Ashley 00:02:42  So a lot of times I see Josh, my opinion sellers kind of make the mistake of like trying to learn everything about PPC and run it themselves. Most of our students who are like in the 7 to 8 figure realm, they either have an external agency that managers of their PPC, or they use some kind of software to help them automate PPC. So I think you really need to understand a, you need a bit more of a budget with PBC today. Like, you know, the days of three cent clicks I think are a little bit past us. So you need to have more of a budget to launch a PPC product on Amazon. And also you really need to, you know, invest in someone to help you, whether it's training from you guys, Josh, whatever training or course or programme you want to take today in 2023, you have to have an understanding of PPC. So I would just encourage people to educate yourself and to be maybe, maybe look at someone to help you manage your PPC so that you can focus on building your brand, you know, doing product research, things are going to move the lever. Ashley 00:03:39  But, there's so many different strategies. Josh, you know, we have different ways that we instruct our students to set up their campaign. But personally, you know, for our ads, I have someone else manage it for us and send us a r...

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