ESYB2 023 - Reaching the Success Phase
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[00:00:00] Now, let's talk about how this client, Jeff White, was able to start growing his business. But it wasn't immediate. Because, you know, as a coach, the most heartbreaking thing is to get on a call with somebody or to regularly coach somebody who's not making the progress they want. Like, they're investing money in me, but even more, they're investing money in their business, and time, and their heart, and it's just not working.

That's, like, the worst part of coaching. It's the hardest thing is to get on a Coaching call and to see your client's eyes and they're sad, you know, like it truly. And that was our experience for a long time because I told Jeff, I said, Jeff, by the way, we're friends now, like after this whole thing happened, you know, we, we are very friendly, so just Jeff.

Uh, but I told Jeff, I said, you know, like I tell a lot of my clients, you can do Amazon marketing if you become the number one in your niche on Amazon. You're going to achieve more than your goals because his goals were very modest. His goals were, [00:01:00] he came, when he came to me, he said, I just want to make a living something like 5, 000 a month because that was kind of like a middle class income in the United States.

It's not a great, like it's not greedy, right? He just, I just wanted to be a middle class income. Because he needed, he was getting a little older, he needed to stop going to people's homes and scrubbing their floors because he just physically couldn't do it. And that's his goal, right? And so I told him, if you do your marketing really well, kind of like I tell you, you'll do well.

But if you do your marketing mediocre or you'll stumble somewhere, you're not going to have a great experience. And that's the bad part. The bad. Part of the experience happened first because what do you need on Amazon on Amazon in theory? It's pretty simple, but you got to execute it. You have to create a good Amazon page listing We did that together It was good And then you need to get your product to start having reviews because nobody buys products without good reviews They're a little bit very skeptical.

So you need a [00:02:00] burst in reviews, right? And I told Jeff I said hey you need Reviews, ask friends and family, ask anybody you know, ask your clients. There are so many potential sources of reviews. And he just wasn't doing it because he was kind of shy in nature. And at the end of the day also, the reviews, they're like, it feels like very much like third grade.

Like, I'm a, I'm an adult. Like, don't make me, don't bother me with reviews. It's silly. So a lot of people have that. And so he was struggling to get reviews. And he was struggling to grow this product. And when we researched this product, It told us that the main competitor is making something like 10 or 20, I don't remember now, but something like 20, 000 a month.

And that's it, right? That, that was the best you can do on that or something like that. It was years ago that we researched it. And he just, I think it was six months before. There was any growth and there was like a lot of these months. We had a weekly call and he was getting on call with me [00:03:00] and he was just kind of like look like I look at a face and it's just sad and then I was sad and it's kind of it was that space and I was doing my best and but it just took a little time and The difference really became when two things happened He actually had a family business.

So his wife was helping him. His son was helping him. So his son and his wife, they figured out, they helped him. He could have done it himself, but they kind of helped him how to get reviews because a lot of the reviews that he had in the beginning were people who are buying the product, but they weren't sure how to use the product ideally, and so they weren't getting the results.

And they were posting actually like bad reviews, like, hey, this doesn't work. And he would read the review and say, hmm, this actually is not accurate. And this actually happens with most online reviews is because there's some misunderstanding that the consumer had. And they created a support page on Facebook.

I believe his wife handled most of it. But that support page [00:04:00] actually posted videos exactly how to use the product. You know, so that it turned users into super users because they were getting great support. The consumers, the buyers knew exactly if they made a mistake, they can go to that Facebook page.

And when he sold the product on Amazon, in the package, there was a page with instructions like, Hey, for support, go to this Facebook page. So all those kinds of things. And so people were going to the Facebook page, and from this Facebook page, he was able to reverse all of that. Like one star reviews turn them into five star reviews and ask many other people to become to review the product and He got enough reviews to be number one on Amazon and he started like after this happened After he found a source of getting good reviews On Amazon, that's huge One day he's like hey, I made a thousand dollars this month next month like hey, you know on Amazon I made five [00:05:00] thousand dollars this month Next month, 10, 000.

Next month, 20, 000. Next month, like literally 40, 000. Next month, I think it was 80, 000. Then it was over 100, 000 a month. And we didn't even think it was possible because the tool for research we had earlier told us that the market, the biggest seller, is like 20, 000 a month or something like that. So we were like, we didn't even think it was possible.

And then he had his son take some training for YouTube ads. Some kind of super advanced training. And they dominated ads. And then They started dominating, like, just that entire niche was dominating, right? And then they started working on new product lines, not just for regular tiles, but, like, for, uh, different tiles made for, made with, like, granite tiles, or something else.

And then they made stain removers for pets, and they had multiple products in the product line. And, ultimately, they didn't need me anymore, because They were great on their own, right? [00:06:00] And it's really from having legitimately a best product in his industry, doing the marketing, choosing that marketing strategy, right?

And executing that marketing strategy better than the competitors. And then when you, when you were on Amazon, like, like him, Amazon just. You can shoot through the roof if you have all those right metrics, right? Um, and especially if you run ads correctly, you'll just outgrow your competitors also. So he had all that, and that's it, you know.

Then he had crazy growth, like he had to literally get a warehouse. So he can store all those bottles of cleaning because he would ship them out, right? He would have giant shipments every day. Like, so it's almost like a factory, almost. Because he had to produce so many units of that cleaning product, send so many, ship so many products, so many units of that cleaning product.

And it's simple actually, there are only a few inflection points in [00:07:00] many businesses, especially online. That's actually it. There's a very few inflection points, but the execution. It has to be precise and really well done, and that was the case for him. That's really it. There was no, like, super, super, super complex things.

Of course, there were always challenges to solve. Even when he was growing, he had new, crazy challenges he never thought. Like, what happens if you run out of inventory? Like, you actually sell a lot, and then you have no more bottles to ship, and people buy. What happens to your Amazon listing? What happens to the waiting clients?

How do you manage your warehouse? How do you manage employees? Like, There's a lot of questions and challenges, but there are such better questions and challenges to face and answer than where, in the beginning, most people struggle with, How do I get this thing going? It's not working. I have financial stress.

That, you know, once you get going, it's so much more exciting. So it's, I already mentioned it, but focusing your business, expertise, [00:08:00] understanding of your target market, then creating a great product. That's really best in class. That's really, really, really important. The actual product quality, because if the product ultimately wasn't good, none of this would have probably happened as well as it did.

And then, you know, picking the right marketing strategy, executing the marketing strategy really well. And then, of course, this kind of product, online is great, but when you're popular online, and when you make a brand for yourself, the brick and mortar stores, the giant stores, they want you too, because your product's in demand.

So then, of course, He can be selling in all kinds of hardware stores. I believe that, I believe that's on the road map for them. So, there's thousands of physical stores. He lives in United States, so across North America, right? Where he could be selling his product. And that's extra revenue that he hasn't even tapped into.

But like, it could be a giant, giant, giant business. But all starting from those [00:09:00] fundamental things. So that really concludes. This case study, it's a real thing. I lived through it. I lived with him through the difficult challenges, challenging parts, and I saw the rise of it, and I was just so excited because he's, that's the kind of person that should succeed, right?

A person who worked hard all their life, just didn't complain, worked, worked, worked, and if the world was Fair those would be the people who would succeed and so he did and that made me actually really happy for him So that's it for this section. I hope there are interesting takeaways from it and just a real real thing that happened So it's probably interesting for new entrepreneurs to see a true case study

