what is up everybody how's it going this
is seth kennedy kneepin at real
today i'm going to teach you the most
important piece
for converting your amazon listing and
that is photography
this is the most in-depth training i've
ever done live to the public
so get ready take notes we're going to
go really deep
and i'm very excited to be here now hey
everybody
great to see you guys as you have
questions feel free
to chat those in the chat box one of our
team members will be answering questions
for you
as we go along so i can focus on
bringing you the content and i will be
sharing my screen
for quite a bit of this just so that you
can see the content that i'm presenting
now before i jump in to photos and
remember guys photos
is the most important thing for your
amazon listing to convert into sales
so my goal after this training is you
know how to use photos to make more
money
so that money can create margins so you
can do the things you love
with the people you love but first let
me just do a very brief introduction on
who i am for those of you guys who don't
know me it'll just take like two minutes
hi everybody my name is seth kniep can
you bring it real
i am inspired and motivated by these
gems right here
this is why i do what i do this is why i
left apple the richest company in the
world at the time
and i set up with a single dime and i
doubled it 20 times and over a hundred
thousand dollars
became a multi-million dollar amazon
seller started a coaching company now we
built amazon stores for people and we do
investments around the world
this was my third or fourth dime double
we
trained we translated it up to an even
amount so it'd be easy so we did one
dollar two dollar four dollar etc
and this was at a fire station with a
guy who randomly said seth i'll do this
i believe what you're doing
and so he helped me to get from one
dollar to two dollars
i had to change who i was on the inside
to learn if you want to grow something
huge
you have to first be faithful with
little then you can learn to be faithful
with
much amazon flew me to the headquarters
a few years ago
they wanted to consult with me and only
nine other top amazon sellers in the us
on areas that they wanted to improve on
their third-party seller platform
although i had to sign an nda i can't
tell you all the details i will say
a lot of the amazing things they've
rolled out with over the last few months
is largely a result of the topics in
that meeting that closed door meeting we
had
all day at their headquarters in seattle
i want to introduce you to a few people
you may or may not recognize them this
is jesse jennifer he's going to be here
in austin at our just when i'm
headquarters on saturday
we're going to be meeting right here he
is a seven-figure amazon seller he lives
in costa rica when i went on vacation
with my family to costa rica
we got to hang out quite a bit talk
about amazon life
business struggles all sorts of stuff
this is daniel alvarez
he is a just when i'm student as well he
did
not 0.1 million hold on let me fix that
sorry guys
1.1 million in the last 12 months um
by the way you can google these people
or look them up on instagram they're
really cool they'll be happy to talk to
you
daniel alvarez i just met with him and
my wife
he was teaching us rollerblading skills
while we were in
miami where i was celebrating my 22nd
wedding anniversary with kk
someone else i want you to meet is david
lopez for those of you guys who speak
spanish you need to talk to him
he is my third student he is now a
multi-million dollar seller
he owns eight properties in florida
these are investment properties he also
builds amazon stores for
investors and trains people how to sell
on amazon
and sells on amazon himself as well this
is stefano fratella
he is a new friend he owns the oldest
restaurant in italy
i'm going to destroy the name but i'm
going to say it the best i can restorate
it is in rome it is the oldest
restaurant for those of you guys who
follow me on instagram this guy
is an incredible man he has become
somewhat of a mentor to me
since i met him just a few days ago
who's helping me to understand the
different markets and how life works
when it comes to investment extremely
wealthy individual
and a lot to learn from the reason i
share these with you is two things one
because we're excited to share the
results of what we do but also
when you build money it gives you margin
it allows you freedom i mean i met with
this guy
while i'm in our condo that we own in
south beach miami while i'm celebrating
my 22nd wedding anniversary
working on amazon creating content going
rollerblading and meeting this
this guy that is margin and that is what
i want to teach you guys today
via photos now just five years ago
my life was totally different i was
twenty four thousand dollars in debt
this is one of our homes my first home
that i foreclosed well the only home i
foreclosed on
but my very first home and it foreclosed
i almost lost my marriage
we had to go to therapy it's extremely
important i think if you're struggling
like
we were ready to break up and one of the
reasons we didn't is we just said you
know what we need to take ownership for
our issues
i look to caffeine for happiness every
day you know you could almost call me a
pill popper even though i didn't pop
pills i was looking for something
to fix the broken places inside of me
instead of taking ownership for my
success
i hated my job this is a picture of me
not that long ago now
um working from home for the richest
company in the world
and my manager made my life miserable
and so i decided to do something about
it because i dreaded my boss
and it made my life very miserable this
is my oldest child who's 21 years old
today i have four children the youngest
just turned 17 all three others are
adults
and one day this my daughter she said to
me
she said pop you look really sad and i
walked out of the room and i just wept
because i was at such a low time in my
life i didn't know what to do i felt
like i was drinking broken
broken glass and i needed to make a
change and that's why i set out with a
dime
that's why our logo is represented by a
tree because the tree represents a small
seed and it can grow into something
absolutely huge if you want it to
this is a picture of me and not me and
kk in this picture but
this is products that we would buy at
walmart
at yard sales at goodwill anywhere we
could at five and below and we would
just resell doing arbitrage and that led
us into private label
and private label led us into growing
wealth and that eventually
drew the attention of people who wanted
to learn from us so we began to teach
people what we do
so they too also could learn how to sell
on amazon
and it became a whole new business for
us this is me going door to door
when a product wouldn't sell i would
sell it in my neighborhood i needed to
get the guts i needed to learn
how to do uncomfortable things so i
could have the margin to enjoy
comfort later on as dave ramsey says
live like no one else so that someday
you can live like no one else and now
i'm ready to teach you the number one
most important thing for your amazon
listing
and that is photos and today i'm going
to teach you how to get photos
that blow the minds of your customers
photos are incredibly important so here
we go
what impacts conversion rate on an
amazon listing
now price does have an impact but it is
limited by the market you might sell a
product and for a while
it's selling great and then all of a
sudden it's sales slow
because all your competitors dropped
their price that could be the result of
you picking a category that is too price
sensitive
or even a product with just one dime we
teach people
how to be aware of that you only even
though you can control the price in your
listing
you cannot control the market and the
market has a big impact
on what price will seem reasonable to a
shopper
as i said price is subject to change so
price does
impact conversion but you have less
control over it
what about reviews reviews are very
important yet you have no control over
them just like
somewhat you don't have control over the
price you can't control or make someone
leave you a positive or critical review
people have tried to incentivize that
they've gotten in trouble for that but
there's only so much you can do with
reviews and
reviews are still prone to fraud today i
don't know if you guys watch the
instagram i did a few weeks ago
but this guy sent me an email and he
wakes up one morning and one of his
competitors all of a sudden
has tens of thousands of reviews on his
listing and he says seth
how in the world do they do this well i
know exactly how and i'm not going to
teach you today
but there is a challenge with reviews
because you can't control them
but what about copy in other words the
description in your listing and photos
well they're visual is what people see
and visual is extremely important
they tell a story that's extremely
important and you can repeatedly
improve them and you have complete
control over them here is my point
as you build a business build it in a
way that
so that the elements that it depends on
you know what
what what causes your product to sell
is something you can control in other
words if the conversion of your product
depends on reviews mainly to sell then
you either didn't differentiate your
product well enough or you picked the
wrong product
if the conversion by conversion i mean
sales if the sales of your product
depends on the price
then you picked a very bad product or
you didn't differentiate it well enough
because
again it is something you have little
control over even though you control the
price in your listing
you can't control the market what the
market is willing
to pay for that product that you
launched but when it comes to photos
when it comes to copy
you have 100 control it's kind of like
the old
wise saying focus on the things you can
control
not the things you can't if you don't
want to live a frustrated life
and this is so true when selling on
amazon
let's talk a little bit about the
conversion power of copy in photos
now bullet points the bullet points
you're listing
have an impact but it is fairly low your
description
has a medium impact your title
has a high impact very very high
your title is extremely important but
your photos
have an in calculable impact i've seen
multiple amazon experts try to measure
or quantify
the power of a photo it's so powerful
it's hard to do because when people buy
from a photo
they're buying emotionally they're
buying experientially
and they're going to see a photo and
interpret it in a different way than
bobby mcgeewood or lucy pickleberry
that's why it's really hard to measure
how powerful they are
but what we do know is it is extremely
powerful for the conversion of your
listening
the human brain processes an entire
image in 13 milliseconds in other words
if you take a second
and you cut it up into a thousand pieces
just take
13 of those slots that's how long it
takes
for the human brain to process an image
ninety percent of all information
transmitted through the brain
is visual that means when someone looks
at your listing
they're going to process the photo way
faster than even the title
if you haven't if you aren't investing
in absolutely stunning photos
you are bypassing 90 percent
of the senses customers use to decide if
they
want your product you want to see more
sales you want to make more money
then fix your photos i've had so many
amazon sellers message me and say seth
what's wrong with my listing it's not
selling i did everything right
i'd ask a simple question i say
are your photos stunning well no but
they're
pretty good no no are they absolutely
stunning
well they're you know no if your photos
aren't stunning
then you're wasting your time take time
to get photos good now today i'm going
to show you
15 tips you can apply to having amazing
photos for your amazon listing now
when you get your photos collected make
sure they accomplish three objectives
there are three things you want your
photos to do number one
they must attract the shopper they gotta
get the shoppers attention
number two they must solve a relevant
problem
for the shopper just wait wait wait wait
wait wait you're telling me if i just
look at that picture it already solves a
problem for me in my mind
yes i am and number three they must
persuade the shopper
to buy now notice it didn't start with
persuade it's hard to persuade someone
who didn't even notice you
and notice i didn't start with solve
it's really hard to convince someone you
can solve something for them if they
haven't even noticed you
you must start with attraction so
attract solve
persuade an attraction you grab their
attention with your featured photo
and they stop scrolling you see this is
after they already went onto amazon and
they searched that keyword
and boom there's all these listings
showing up your job is to stop the
scrolling
finger or the finger that scrolls on the
trackpad whatever you use
now for solve you're going to show the
best
solution with your featured shodo in
other words the goal of this now is to
get them to click on the listing
first you grab their attention they stop
scrolling second you show value so they
click on the listing
and third you show massive
value through all of the photos
and this persuades them to add the
product to their cart and that's how you
make money
remember people can't pick up and smell
and taste and lick and squeeze and drop
and bounce and throw in the ear and
catch your product all they have is
their eyes to use to buy your product
attract is number one then solve then
persuade so first we're gonna start with
the track now i want you to ask yourself
very simple question
when you get the photos for your amazon
listing
how will my featured photo
attract the amazon shoppers
attention that's it
which one of these photos number one two
three or four grabbed your attention
first i'd love to know which one
i'm guessing it was the one with the
gecko
i'm not saying you have to put a gecko
on your listing and your on your
photo of your product in order to grab
someone's attention
but why is it that i just my eyes
naturally went to the wall of the gecko
because something about it was different
i mean no other listing has that green
on it there's something about it that
drew my attention so your first job is
to just get me to notice
you got to get my attention somehow you
know when you're watching a movie
and it's so cool when they do this and
everything's in black and white
but one person is wearing this beautiful
yellow coat and yellow hat and they just
stand out
you know when i just got back from miami
a few days ago with my wife we're at her
condo there
right there in south beach and there's
this photo above the bed
and it's a picture of london back in the
1940s
all these old cars these people and hats
and they got the fedoras and they're
walking down the street
but right in the middle keep in mind
it's a black and white photo
it's a red bus like the classic
london bus the same kind of bus that dan
rogers and i did a couple of videos on
training you guys on youtube
driving through the states of streets of
london
it catches your attention you must
capture their attention
keep in mind your customer is very
distracted
you know here's how we often think our
customers
go shopping for our products you know
it's the guy and his girlfriend sitting
there on a beautiful day and she's got
her credit card out she's smiling
and they're just pouring over your
listing so excited to buy it
but here's reality kids are
distracting the mom complaining whining
arguing
the doorbell rings the phone rings
something's happening she's worried
about something and she's trying to buy
something at the same time
so think like this if i was supposed to
grab the attention to someone who's very
distracted
what would i do that's what your
featured photo needs to do
like this picture
now let's go to the second question you
must ask yourself for your photo
what problem does my featured photo
solve for the amazon shopper it must
solve
some kind of problem now there are two
tips i want you to keep in mind number
one your featured photo must both
attract and problem solve
all within one second
it must do both i mean if you look at
this picture here we see
an attractive picture of a
battery pack and i can see the blue
lights
it looks clean it's red and black it
stands out
in fact if i was to search this on
amazon it probably would grab my
attention
and it's kind of obvious it has
something to do with power because of
the blue lights
it's the little subtle things that can
add so much value to a photo
but you never want to let artistic
uniqueness
eclipse the value as you can see
here there are some amazon sellers they
try so hard to grab attention
that it actually eclipses the value it
is supposed to be showing
and therefore their listing does not
convert in other words
there's something as there is such there
is something true
called overdoing it when you're trying
to attract you must also
show value you must solve a problem
now i asked a lot of people i sent this
around to many people and i said
you know which of these boots would you
buy number one
two three or four and the vast majority
of them
said three
why is that well let's take a moment and
look at it for a second
the leather looks the most real number
two looks a little too shiny
number one is a bad picture there's a
lot of shadows and number four just
looks like
a halloween costume for someone who
wants to look like a pirate
but number three it's just right like
it has some shadow yes but it only just
accentuates
the fact that there is depth to this
boot there is a 3d element to it
it has those brass looking buckles which
adds value
none of the others have those buckles it
has the fold over at the top
it's also taken at an angle that's
extremely attractive
the fourth picture's terrible it makes
someone look like they're walking like a
duck
the first one looks like it's a wizard
and he's floating above the ground
second one angle isn't too bad but it's
way too much glossy reflection going on
there
that photo wins the day even though it's
the most expensive now let me show you
something else
which one of these do you think sells
the best
well it's kind of obvious isn't it seth
it says bestseller yeah
but why before it ever got that best
seller badge
even without the amazon's choice badge
why does it sell
better than any one of the other of the
other three pictures
well there's several reasons number one
it grabs your attention
an attractive woman holding the carrier
with the dog
the pink stands out notice the pink on
the fourth picture is much more faded
there's no pink on the third i'm not
saying it has to be pink but i'm saying
when you compare it to its surroundings
it grabs your attention and the dog is
really cute now the dog in picture
number three is pretty cute too
but this one sells better you know
what's crazy it's the most expensive
and yet it sells the best in other words
this amazon seller did such a good job
that they have a
product that doesn't depend primarily
on the price in order to sell well
and as a result it got more reviews
it became the best seller because they
did it right from the beginning
don't be deceived and say well seth of
course it sells the best it's got the
most reviews
the question is why does it have the
most reviews
and that's because that featured photo
stands out plus look at the value
look at the three little circular images
next to it it's already showing you that
there's much more
to this dog sling carrier than meets the
human eye
even without knowing what those three
round images mean if you first glanced
at it you might not know immediately
it immediately implies value and that's
powerful
third we talked about attract we talked
about solve you must attract their
attention
you must solve a problem third you must
persuade them
you must persuade them to add
the product to their cart so ask
yourself a simple question
what value do all my photos show
to the amazon shopper
i'm going to briefly walk through
amazon's requirements for your featured
image
number one it must be a photograph of
the product being sold no drawings or
illustrations
now i doubt this is an issue for any of
you but if you love drawing you love
illustrations i highly recommend you set
aside that skill when creating your
amazon listing
number two no gratuitous in other words
irrelevant or uncalled for
or confusing additional objects in other
words they all must complement the main
item number three you must be in focus
well that's a given
professionally lit and photographed or
skinned i love when they say scandal
who's going to scan a picture that's
just weird with realistic color
and smooth edges i mean basically make
your photo badass
must fill 85 or more of the image frame
remember you have real estate here just
like real estate in real life you have
real estate on amazon
you want to leverage every square inch
you can
every pixel so if you have a white
background which is requirement for your
featured photo
you need to fill at least 85 percent now
don't see these as restrictions
cds is actually helping you sell more
amazon
wants you to sell more because the more
you sell the more money they make
third-party sellers make them a lot more
money than amazon's own sales do
based on the latest report next the
background must be pure
white rgb of 255 255 255.
that's a given must not contain
additional text graphics or inset images
now
this is a gray area that's why i got the
thinking emoji there because some people
still do it i've tried it many times
and i've never seen amazon derank a
listing for it
however i will tell you directly in
their
requirements you're not supposed to
now there are five main types of photos
that you want to put onto your amazon
listing
number one you have your featured photo
this is going to show a feature your
image or your product
the best way possible depending on the
kind of product it might include
human i mean if i was featuring the just
when i'm shirt
then i might be a human in the picture
as a general rule you won't have a human
in that picture
unless it's depends on that like in this
situation to demonstrate this product
number two you must have lifestyle
photos in other words two to three of
them as a general rule
are going to show the product being used
remember people are going to personalize
they're going to look at and imagine
themselves using it
number three you want one to two tech
spec photos in other words
this photo shows the different elements
of the product that you couldn't just
know through looking at a picture
so it says things like slip resistance
pads
or back heel plate or optimum stretching
angle or 12 fits up to size 12 us shoe
or max weight 250 pounds
this shows authority this shows that you
were excellent at what you do
next you need a couple product images
well that's a given yes it is but you
need a couple images showing
the product from a different angle some
of these could be 3d renderings and i
will talk about that in a minute
next you need a competitor comparison or
size reference photo in other words
if it's hard for the customer to imagine
the size
and they're thinking it's going to be
jumbo and it's little tiny
you know product in the palm of their
hand they're going to be disappointed
probably leave you a critical review
because people leave negative reviews
not because your product didn't have
high quality
but because you didn't meet expectations
so you want to set their expectation
from the beginning
this does a great job i can quickly see
based on the profile of the man
the size of this product and it's pretty
obvious
i like what enzo adams says he says you
don't take a photograph
you make it a photographs
goal on your listing is to help your
customer to help me
to experience to experience
using the product you want me to
personify
to personalize it to imagine to
fantasize using your product
it doesn't mean i'm physically going to
think okay if it's a you know if it's a
basketball oh yeah i see myself
dribbling and
i'm not going to go that far i'm just
going to see it and i need to like
instinctively subconsciously immediately
oh yeah
i could totally go to town without
basketball see what i mean
you want that's the feeling you want to
create
so ask a simple question how can i help
the amazon shopper feel
like they are using the product
just by looking at it
you only get one shot guys in less than
a second they will decide whether or not
they're going to even notice your
listing
in less than a second they will decide
if they're going to even click on your
listing
and in a matter of just maybe a couple
minutes usually less
they will decide whether or not they
will add that product to their cart
and your photography is your number one
shot to make that work
15 tips for helping you the amazon
seller in other words the amazon shopper
experience your product 15 things you
can write these down
you can paint them on your wall get out
your notepad i'm going to give you 15
things right now
for helping the shopper experience your
product so that your
listing converts into sales before they
even buy it
tip number one take photos from your
customers
point of view this is the number one
mistake amazon sellers make
because they don't have photography
experience okay now you could even hire
professional photographer but you need
to make sure they do this
this is boring look at that this is
boring
like it's just so plain now that's
engaging
i mean how often does someone use a
computer staring at the back
now the other direction absolutely i can
see myself sitting there typing away
though it would probably be a mac i
still like apple
this is boring it's so flat i mean how
many people in the world look
at a mug from that perspective unless
it's my
you know eight-year-old kid standing
there and it's up here at the counter
but that is engaging man it almost looks
like an oat milk latte just a little
extra espresso
about to read the paper and wow because
that's the angle from the customer's
point of view
tip number two if the product is
wearable definitely use a model now i
think this should go without saying
but i still find amazon sellers who
don't use models
maybe they were overwhelmed maybe they
thought it would be too expensive
i got a simple question if you want to
make money then you have to be willing
to invest
in your business just like you're
willing to invest in you
you don't make something out of nothing
the idea of investment is so important
you are putting money
into something so it will serve you
here's something that might help you're
not
really just selling your product you're
selling your listing
look the listing is what holds your
product
it's the case i will never see your
product if you don't have a listing
so you need to invest in the listing
let me put it this way there's some
amazon sellers they say seth i launched
a product yeah
we got tons of sales yeah how are your
profits we we broke even
i'm so disappointed i'm like why are you
disappointed well because we didn't make
any money on the launch are you going to
buy a new batch of inventory are you
running out inventory yeah we're going
to buy a new batch of inventory we have
enough to buy more but we're not
profitable
because we spent so much on ppc and ask
him a simple question
if i type in the main keyword for your
listing where does your product show up
incognito window on google chrome oh
it's like second or third listing
okay this is good what you're telling me
is you invested in that listing and now
your listing is ranking on the first
page of search results and you're
complaining
that is a good thing you invested in
your listing your listing has a ranking
now you can make money because your ppc
costs will go down over time
as you optimize the listing and as you
understand the kind of keywords that
cost you money versus the ones
that make you money this my friends is
an investment
in your listing if the product is
wearable use a model so look at this
picture
this is really boring
i'm struggling to know what it is but
that is engaging now i see the product
on a human being i can oh you know if i
want a hair band i can kind of imagine
this is how it would look well maybe not
look like that on me because i'm just a
dude but
you get what i'm saying right you must
show them
how it will look on them give them a
feeling so they can identify with it
meh you know that sweater looks pretty
flat
engaging now it looks cool in this guy
it looks comfortable it looks like hey
that would be a nice sweater to wear you
see the difference
it's so subtle but it's so powerful
tip number three out of 15 tips right
now on tip or step number three
use 3d renders for plastic
metal or smooth products now
how many of you guys watched the
canadian reel jodcast
on the seth knipe youtube channel not
this youtube channel you're on on the
seth knipe one
did you guys watch that
if you haven't you need to go here
youtube.com
slash seth s e t h
kneep k n
iep because i have an entire interview
with anthony
and he does such an awesome job of going
really deep on 3ds
he talks about this a lot youtube.com
seth kniep k-n-i-e-p
here's an example of a 3d render
that you can two examples of 3d renders
these are
not real pictures that is not a real
ring that is not a real toolbox now
someone's going to argue with seth
didn't amazon say it has to be a photo
yes do they say you can't use 3d renders
nope do people use them all the time
yes so was this a gray line yes
so you make your own choice i've never
seen amazon even slap the hand of
anyone who did a great 3d render now the
reason i say make sure you do it if it's
plastic metal or smooth
is because 3d renders look terrible on
fabric they're really hard to create 3d
renders are powerful look at this
you can make it look so crystal clean
and smooth
and here's a cool thing when a 3d render
is done they're doing a 3d that means
the majority of the investment you make
on the person creating the 3d model
is just the first it's the actual image
itself so the whole thing is created
that's like 80 of the work then all they
have to do is turn it take a picture
turn it take a picture turn it take a
picture in the software
once the 3d render is created you can
get any angle you want so you can get 50
pictures out of it
if you wanted to now i don't recommend
that they all be 3d renders
especially the lifestyle i've seen
people do this and man you don't want to
jack this up and make it look like a
photoshop make sure it's really crystal
crystal clean but you can do 3d renders
and i will show you two
there are situations where you should
photoshop a background
to create an experience instead of
flying to big sky montana to get the
background you want which will save you
a lot of money
tip number four for photos that blow the
minds of your amazon customers
show all variations in one image
again a lot of amazon sellers don't do
this i don't know why
look at this if you're shopping for
socks
chances are you're going to want to look
at options
i mean if you only option was the first
pair why would you spend any time on the
listing
you must show variations in one of your
images so it immediately tells your
shopper
wow they have a lot of options for me
tip number five
use organization and symmetry
use organization and symmetry for all of
you
ocd people out there you're gonna love
this one but it's actually true
regardless of how your brain works this
is very important
look at this you guys now it looks
pretty cool this is a nice little coffee
machine for making lattes and espressos
but it kind of looks like it fell out of
the sky doesn't it
now look at that now that's organized
that's clean
and even though the shopper doesn't
consciously know the difference like why
do i not like this picture as much
you know why because now you're going to
be expert because i'm teaching you
it's organized people like organization
it looks
safe it looks structured remember people
buy emotionally i don't care how
intellectual people like to try to say
they are the truth is the vast majority
of the time
it's how you make them feel about the
product
that's how you get the sale
that is why the old idea that really
good sales people are talkative that's
not true
they just know people some of the most
quiet people in the world are great
salesmen and sales women
tip number six show intricate
detail and texture i love this one
because it is so powerful look at this
in one picture i can see the entire rug
but i can see
that little red circle which tells me in
the next picture
boom aha i can already feel those fluffy
threads between
my toes that just makes me feel
comfortable i'm gonna put my feet on
that rug
that's already creating an experience
for me i'm more likely to give you money
to part with money so i can have that
cozy toe rug
tip number seven we got 15 tips ladies
and gentlemen tip number seven
use colors that pop and props
that enhance let me show you
here you have an example of colors that
pop i'm going to just look at the photo
it
looks good i mean the colors they blend
they all have sort of an earthy tone
no colors are clashing did you know that
some colors just don't
go good together some people know that
some people don't
every now and then i see a guy with a
orange tie and a red shirt
and it just does something bad to the
brain don't do this with your photos
be smart do good combinations here's
another example
it almost looks like breakfast like the
sun's coming in through the window
and you can see the shadow and it feels
warm like the beginning of the day
i'm already starting to experience this
cup even though i have absolutely
no interest in buying that kind of cup
because it's not my style
this will work for some people tip
number eight for 15 tips on how to
create photos that blow the minds of
your customers on amazon
show superb retail packaging
ladies and gentlemen the days of poly
polybags are just pretty much about gone
i mean if you're just gonna if you're
gonna take a beautiful product and just
throw in a polybag i'm like
do you realize what you're competing
against they worked back in the day
um i will never do a polybag again
unless it's an absolutely beautiful back
retail packaging is so important the
funny thing is
when i bought my first apple products
i would open up that box i would take
out the computer
i would turn it on it had remember that
old hello video i missed that that was
such a great video it makes me feel
nostalgic and i'd watch the video
i just love my mac but i would keep the
box for weeks
i had this place in the garage where i
kept all my apple boxes
it's kind of dumb like my wife's like
seth why are you keeping those
uh if we travel sometime we need to put
them in a safe
place so that doesn't even make any
sense
like we have other ways you could put it
in a bag you got your backpack like you
got your suitcase with padding
i kept it because i felt like i was
throwing something of value away
that's how good you want your retail
packaging to be but
that's not real value no it's not it's
perceived value but perceived value is
just as important
because remember people are buying with
their eyes and once they receive it not
just see it
receive it it'll even increase their
experience more which helps to build
your brand here's an example
very quickly i can see this chap with
the posture corrector
but i can also see the box and the box
tells me
you know if you just took away the
picture of the box
it's kind of a weird picture just being
honest
nothing against this dude i'm sure he's
a nice guy but just kind of a weird like
are we selling the pants so we selling
the
shoulder corrector the box makes it
official somehow
see how important that is how about this
one i mean the box is almost
as beautiful as the light is the wake up
light alarm clock
it just makes it official but said that
cost more uh-huh
it does but it's an investment
in your customer and they will get send
you money so they can have it because
you did due diligence did a great job
to show that you are a serious brand
i'm going to tell you guys a really
quick story before i go on so
two three days ago well yesterday i was
in miami i flew back here
after celebrating my 22nd wedding
anniversary with my wife
and i met up the day before i met up
with daniel alvarez
he's one of my students he oh
i don't know josiah if you can zoom in
on if you can don't worry about it but
i'm going to try to show so he sent me
this message the other day
so if you guys can see this but
long text here he did 1.138 million
this is at 45 profit margin i was given
a second
and i met with him to help him with his
brain he's building out his brand and
keep it focused on there i'm going to
show you something else
so just so you can see guys we we don't
make this stuff up this is
a real person a real live human bingo
they're actually good people in this
world
they're actually sincere people and
i met with him and his niece to help him
with his business
this guy is crushing it you know why
because he's building a brand now of
course i'm not going to share details
about what it is
without his permission but i will tell
you this much he invested a good amount
of money
into his brand book what's a brand book
it's a book that says
here are the colors we use here's the
logos we use
here's our kind of customer he hired a
company who came in multiple times and
interviewed him
to make sure they could build a brand
book so they can give that to any of
their staff
as they're building out this brand and
this is just one of his multiple brands
on amazon and
in that conversation i said look
you already get that the most important
thing you can do is build your brand
my only question is is it going to show
like this
on amazon internally he's got it
now and he's selling in amazon the
question is all that time invested in
money in that internal brand book
how can you take that and make sure the
world sees that and he says that's why
we're starting
outside accounts outside of amazon so we
could really be official about this
he's been doing this for years now and
he's crushing it
the importance of your brand is so
important that's why when we build
amazon stores for businesses we're
building them into
brands retail packaging is a little way
of saying hey
i'm not just a little product that you
would find on a shelf somewhere in some
warehouse shop
i'm an actual brand step or tip number
eight show
sorry we're still in tip number eight my
bad um the next picture i wanted to show
you was this one
just take a minute to look at it i
actually personally really like this one
what do you guys think i love this one
and see how it shows me all the
different colors i can get it in
heck i can even get it in this like
copper gold tone this is beautiful
okay tip number nine show the product
being used now someone might say well
seth isn't that a lifestyle photo yes
and no let me explain
if it's the what product on earth
let me go back you could have a model
featuring a t-mug and they're just
holding it that's not really using it
this is using it
you see the difference i used it
people don't buy the mug so they can
hold it so if you just have a picture of
them holding at
what are you doing like help them
experience what it's like to use it
and this is one of my favorite examples
here you have a brush
okay that's nice it looks like it's
floating in a white room
aha now that's engaging what i love
about this picture
is not only does it show this woman's
beautiful hair but you can just
barely see a faded blurry reflection of
her in the mirror
but it that draws your eyes to the brush
and the right side where the hair is and
on the left side it's a little darker
that's a great picture that's engaging
here's what it's doing it's saying look
you're not really buying a brush you're
investing in your beauty
see the difference people don't buy a
brush so they could say
hey look i got a brush isn't that cool
no they do it so they can brush their
hair
to make it look nice or handsome or
pretty or sexy whatever you want
see the difference you're selling an
experience this is a product being used
how about this one look at it i love
this one
so this is a strap for working out if
you lift heavy weights here you can see
up close then you can see full
perspective
now if we only showed me the woman who's
ready to lift this barbell
entire body it would be hard for me to
know what the product is
like i have to really zoom in but
because i see it in
big context and then up close now i get
it
that's two pictures showing me how the
product is being used
that is powerful that will sell
number 10 of the 15 tips i'm going to
give you to find and create
photos that blow the minds of your
customers only
use photoshop if it is
excellent let me show you
take a minute to look at this picture
and when you think you're done looking
look again
now i'm going to zoom in
you get the idea this looks just
ridiculous do not
go with a picture it is so obviously
photoshopped and fake
it's like it's cringy
yes you can use photoshop that's the
purpose of photoshop
but only use it if it's used well now
let me show you how to use it
effectively this is not how to use it
effectively
they are missing legs uh that's not how
to use it effectively
that is definitely not that 13 year old
body this is a good example
a watch this is an excellent example how
is that the case
well i want you to notice the background
let's look at the good example first
it's good because even though what we're
selling is
the nozzle to the hose it's showing me
context like hey they're in a garden now
could you go out and get that picture
taken in a garden of course you can but
you might be in a situation
where actually cost you less time and
money and hassle
to get someone who's really good at
photoshop to do that for you
but the reason the second one is an
excellent example is because the
background is
faded that does two things number one it
makes it look more realistic
but number two it makes what is in the
foreground the hollow beautiful mug
pop and the background now compliments
it
listen everything in the picture has one
goal
to draw your shopper's eye to what you
want them to notice
the background and the second one is
making me notice that really cool
looking mug
tip number e 11
for how to get photos that blow the
minds of your customers on amazon
use tech spec photos now i alluded to
these earlier now we're going to go deep
on them
a tech specs photo purpose is to show
value
and it is the most important with a
technology product or a complicated
product
there's a lot of things that it's
difficult to show in just a single photo
like for example the senson that has
sense
i wouldn't know that if they didn't show
that to me visually with the picture of
the hand
and notice it doesn't just around this
this digital
code for the door we use these by the
way one very similar to this for real
estate properties
notice it doesn't just give you the
words like bluetooth 4.0 low energy
connectivity
it shows you an image of bluetooth
anti-touch screen it shows me the touch
screen you see that
those images it this seller understands
the value of visuals
what's going to happen is when you're
first doing your product research you're
going to find all these amazing keywords
like man
this is a great keyword this one this
one this one then you have to ask
yourself a simple question
how do i show these keywords visually
i can't just show the product sometimes
i need to point out
that this is actually stainless steel
silver that this
is true cherry wood that this
is this is awesome actually this is clay
hear that that's clay you wouldn't know
this is clay if i just took a picture
you'd think it was plastic
painted red it's clay so i got to show
that in a tech spec
photo here's another example i love this
one i mean
within half a second i already know what
it does this super cool tumbler can keep
my beverage very cold or very hot
and it looks cool too number 12
use infographics of positive
reviews i should have said an
infographic i'm missing
i'm missing a word there yeah you'll
have to check my grammar on that one
[Laughter]
now people have asked me seth is this
against amazon's terms of service no
it's not
are you sure yes i am so you mean you're
taking a screenshot of the positive
reviews
actually i'm not what you're doing is
one of your photos whoops one of your
photos
is first a picture in this case this is
a posture corrector
then you're putting five stars on there
it's implicative it's a five-star
product
and then you're literally typing in what
people already shared publicly on your
listing
and then putting their name there and
the first initial of the last name
this will help you convert better if you
do this
once you got a few good reviews put it
on there you have nothing to lose they
shared it publicly
you share it publicly here we go number
13
show the full bundle of value now this
is one of the hardest things to do
because it's so easy to do it wrong
but you gotta do it especially if your
product is more than just one piece
if there's more parts to it where's my
cap oh well it's not here it's fine
but if there are more parts to it you
need to demonstrate that so let me show
you look at the screen
here we have a picture of the headphones
we have a picture of the instruction
booklet of the little holding case
and the retail packaging and the cords
that come with it
do you know how hard it is to make cords
look good in an image
if these were like six foot cords you
need to wind it up in this case
they just do a really perfectly straight
curve i can almost guarantee you that is
either photoshop
or 3d to get that curve that straight
doesn't matter as long as it's accurate
and they can see it
that's what matters this
tells me this is more than just
headphones this is a kit
they even went further and they list
every single thing there
you know how fun this is like you get to
use so much creativity because you're
not just trying to get pictures done so
you can get selling
you're actually trying to create an
experience for the shopper
number 14 show before and after photos
you know how in the weight industry this
is really popular where someone shows
the picture of them and they're
overweight
and then 12 weeks later they're really
cut it works
on amazon as well and it doesn't have to
have to do anything with health
and weight look at this now let me first
qualify i think the graphic they added
after using
and after using is terrible it's hard to
read it doesn't stand out i think it was
a terrible choice of color
that blue with those white letters just
is not good so that's a bad example but
what's a good example
is they do show me before and after
i mean look at the cup holder there's
something nasty down there and then
after now
a lot of amazon sellers make this
mistake they dramatize it
they go in there and they crumble
cheerios
they wipe syrup on it maybe they
spit on it like they make it look nasty
and then a perfect picture and it looks
fake
so make it a little dirty realistically
dirty
some of you are like seth i got little
kids i don't even have to try it's it's
really nasty okay okay
but just don't overdo it because it does
make it look fake
a little dirty very clean is the idea
before and after
15 last tip use a quantity
decal to add value now i'm not going to
get into discussion whether or not you
shoot this on your featured
photo that's another topic for another
day but on one of your photos you
got to do this you guys if this is
appropriate for your product i mean
yes i can count it's one two three four
yeah but by saying four piece it
actually looks cooler did you know that
it actually tells me more quickly oh
it's four oh yeah this competitor only
have three and this one has
two and a quarter pieces i'm gonna get
this one or if it's jumbo
huge big one jumbo see what i mean
show the value by putting it by decal i
simply mean something that says the size
the number the variety something that
makes it stand out
from the competition this is powerful
okay before i go on because i'm going to
do a quick recap
if you like this video if i've added
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enjoyed the value today
now i'm going to do a recap so you can
just bring it all together
and boom knock out a home run so you can
make money so that you have margin to do
the things you love
with the people you love here's a recap
grab their attention with your featured
photo
make them stop scrolling do something
unique make it stand out that means
you've got to look at the other featured
photos and say
how is mine different if mine looks like
theirs even if it looks good why would
they stop at mine yours
has to be different differentiated
same idea number two show the best
solution with your featured photos so
they will click on your listing
i can't just notice it because it has a
random gecko on the boot
i need to actually oh that might be what
i want
they have the cutest little cat face
inside that bubble backpack even though
that they're not selling a cat obviously
it still
engages me emotionally and i'm more
likely to click on it and then third
once i'm
on the listing i need to see massive
value through all the photos
every single photo needs to remove an
objection i'm going to share with you
a a technique you can use for converting
your listing
when you create your listing create a
list
of all the objections your customers are
most likely to have
and make every single photo remove
one of those objections like one by one
by one
until you've left them with no reasons
to not buy
and all they can say is yes i'm your
customer
that's how you do it that's sales people
think oh you have to be a salesman that
means you have to talk to people uh
you can do it through your listing on
amazon and your photos
are you the salesperson's best friend
there are five main types of photos your
featured your lifestyle your tech spec
your product images
and your competitor comparison or size
reference as a
general rule and it depends on the
product i recommend one featured two to
three lifestyle one to two text back two
product
image and one competitor comparison or
size
reference by the way guys jod.com
we just came out with a new blog i'm not
gonna tell you what it is i'm just gonna
let you go find out
you need to go read it it's free
go to jod.com and go read the latest
blog it is awesome
okay 15 tips quick recap take photos
from your customers point of view
if the product is wearable use a model
use 3d renders for plastic metal or
smooth products
show all variations in one image use
organization and symmetry
show intricate detail and texture
remember the fuzzy carpet between your
toes
use colors that pop excuse me maybe
cough
and props that enhance show superb
retail packaging show the product being
used
only use photoshop if it's excellent
use tech spec photos use infographics of
positive reviews show the full bundle of
value show before and after photos
and use quantity decals
to add value now go to
make sure you like and subscribe two
things i'm asking you to do go to
jody.com look at the latest blog
like and subscribe today if you are
curious more about just one dime and
what we do we are headquartered right
here in austin texas
we're actually building new headquarters
right down the street which we're very
excited about
we have students and investors coming by
pretty regularly just to say hi or to
meet
you're always welcome to to do that just
email help god.com
last thing i want to say is
your greatest opportunity for success is
what goes on up here
your brain is really powerful make sure
you fill your brain with truth
make sure you challenge yourself every
day even if you have to just take a cold
shower to get over fears like whatever
you need to do
you can build your business it's one of
the hardest things i've ever done and
one of the most rewarding things i've
ever done
it is not easy if cha if you're averse
to risk and versus a challenge don't
become an amazon seller
but if you're like man i want to change
my life i want to build something that
actually matters i want something that
lasts for a long time in the future
then become an amazon seller the
opportunity for you is huge will it be
easy no will you change and grow
yes you have an awesome day