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September 10, 2019

Private Label Launch – Private Label Strategy (step 7 of 10)

Make a Killer Listing

Revisit your Target Customer Avatar

Exactly who are you selling to?

As well as demographics (age, sex, location, income), try to define psychographics (values, drivers, etc.)

  • Precisely what Pain are you solving? Solving arthritis? Which kind? What location? Brought on by what activity? What is the “Ultimate Pain” you’re solving? Mobility? Thus freedom?

Revisit your Market Research

  • Keywords: Exactly which top 5 keywords are both winnable and worth winning (in terms of ranking ie where your listing appears in the search results)?
  • What are your 15-20 long-tail keywords? (lower search volume but very relevant – low-hanging fruit)
  • Differentiate: Exactly how is your product different from what is out there? Why is this important to your target customer? 

Craft your listing

  • Craft your words: Tone of voice matters. On Amazon, so does energy (especially in the USA). Give your listing punch and personality.

Fantastic Photos: Engage an exceptional product photographer.

  • Collect product images you like into a virtual scrapbook (Pinterest is excellent)
  • Make a clear brief for your photographer based on your other work above.
  • Include “lifestyle” shots (product in context) and use models if you can.

 

Plan Your Launch Like a Pro

Revisit your Target Keywords

  • Exactly which top 5 keywords are both winnable and worth winning (in terms of ranking ie where your listing appears in the search results)?
  • What are your 15-20 long-tail keywords? (lower search volume but very relevant – low-hanging fruit)

Plan your Traffic channels

Amazon Ads? (this is the mainstay)

Launch Services (JumpSend, Viral Launch)? Facebook Ads to Chatbot?

Plan your Budget

  • If you’re selling below breakeven, how much will each sale cost you?
  • Plan your ad costs – assuming that most of your sales will come via Amazon ads to start with.

Set up your Keyword tracking

  • Use software (like CashCowPro, Zonguru, etc.) to track your ranking for

all keywords you think might be important.

  • DO THIS BEFORE YOU RUN TRAFFIC!!

Set your price REALLY low

  • Know your numbers – what is your breakeven price without ads?
  • Set your price to breakeven to start (below breakeven if you can bear it!)
  • Gradually raise your price to when you start to achieve your target keyword rankings (see below)

Set your Amazon sponsored ads

  • Set an auto campaign with an aggressive bid per click (say $2-5) and strong daily budget (say $20-100/day)
  • Set up a manual campaign with your top 5 keywords and 20 long-tail keywords. If in doubt: exact match only.

Monitor but Don’t Mess

  • Monitor the numbers every couple of days (see next step)
  • RESIST THE URGE TO FIDDLE. You will want to mess with your settings daily. Listing words, price, ad spend, etc.. RESIST. Change something only once every 4 days maximum. That way, you will have meaningful data.

Click here for our free Guide on Listing

Watch my full discussion of Private Label Launch – Private Label Strategy (step 7 of 10)

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Michael Veazey


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