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Author of The Amazon Jungle, entrepreneur and CEO with nearly 20 years of e-commerce and Amazon Marketplace experience, founded Avenue7Media.com in 2019 and co-founded Dazadi.com in 2002. Avenue7Media harnesses the power of Amazon for product development, account management, and marketing on the U.S.’s largest e-commerce platform.

Father of two warrior daughters, husband, digital marketing, e-commerce, executive management, merchandising, international product sourcing, supply chain management, strategic planning, accounting, finance, website design & development. 

What Expert Authority World™ is saying about the show:

  • Essential content for your entrepreneurial journey
    October 17, 2021 by MCarmen Baldovi from United Kingdom

    Mario’s interviews are full of valuable tips from business experts that you shouldn’t miss in your entrepreneurial journey. Listening to this podcast is being a massive help for me and I hope it is for you.

  • Wealth of Information
    October 8, 2021 by KPM D. from United States

    Great interviews. Always great to have the opportunity to hear from experts in their fields and glean from their years of wisdom. Keep up the good work!

  • Packed with actionable content!
    October 8, 2021 by mwforrester from United States

    Mario has a top-notch podcast with outstanding guests! I’m able to come away with information that I can apply to my own business, to generate growth and increase my ability to provide positive impact. When you spend your time to listen to an episode of EA Effect you can be sure that you will get an amazing return on time investment.

  • Powerful!
    September 3, 2021 by MichaelUnbroken from United States

    This is the show I needed 13 years ago before I ruined my first business. I think being able to have tangible and practical insight from people who are one step ahead of you is everything congrats to Mario for an amazing show! - @MichaelUnbroken

  • First Rate Host and Brilliant Guests
    September 3, 2021 by Wade Galt from United States

    Mario is an extremely well prepared and professional host that gets the best out of his guests. He interviews fundamentally sound guests to share powerful business strategies and wisdom. Definitely worth your time to listen.

  • Great show.
    August 28, 2021 by mdaciuk from Canada

    Excellent interviews and guests. Liked the show on how to defend your reputation. “Customers, communities and critics.” Good way at looking at stakeholders. Thanks for the great content.

  • Great topics - and tips!
    August 27, 2021 by Kate | EOFire from United States

    Loving Mario’s podcast! Not only does he hit so many great topics, but his episodes are filled with tips and strategies you can actually use right now. For example, I just listened to his episode about Podmatch with Alex SanFilippo, and Mario doesn’t just read off a list of questions and move through the interview robotically - he actually has a conversation, and shares his own experiences with the power of guest podcasting and why others should be doing this to grow their own audience. Thank you, Mario! Keep up the heat!

  • So glad I found this podcast!
    August 13, 2021 by Nate804 from United States

    I’m so excited to continue jumping into episodes of this podcast. So much knowledge from so many successful business men & women. Adding this to my weekly workflow for sure!

  • So much information
    July 23, 2021 by abal31 from United States

    Such a great show. So much information and helps with many areas of our business.

  • 0285: Sales Driven Agency: Helping Founders Become Predictable, Sustainable and Scalable
    June 28, 2021 by Mary2577 from Philippines

    Thank you so much and keep on doing more great show.

  • Easily One of My Favorites
    May 7, 2021 by ScottDGray from United States

    I recently discovered Expert Authority Effect. It’s quickly worked it’s way onto my list of must listen podcasts. The episodes are less than an hour and packed with great information from top-level entrepreneurs.

  • Priceless Content!
    May 7, 2021 by megan@podcastingyou from United States

    Mario does such a good job covering a variety of topics. His guests offer awesome advice as well. I would recommend this show to anyone looking to learn more about entrepreneurship!

  • Very helpful
    May 7, 2021 by Luke and Susie from Australia

    As a business owner I love being challenged to see things a different way and be reminded of how to do thing better. This podcast has been so helpful to do that.

  • Great Show
    May 6, 2021 by emj-js from United States

    Mario does an excellent job being fun an entertaining while asking insightful questions to draw out the experise of his guests. Thoughtful, helpful conversations to make work and life better. Thanks!

  • Smart Ways to Gift
    April 26, 2021 by Michelle Kaplan from United States

    I learned some key things during Mario's interview with Chelsea Martin on gifting. What stands out is how impactful direct mail really is and how important a customized presentation of your products not only creates happy customers, but also a great referral source. Thank you!

  • Heart Centered Success
    April 18, 2021 by Macnjacs from United States

    Your interview with Brandon Fong was great. I appreciated the fact you started with the 3 steps, it was so valuable it really made me want to hear more. Thanks!

  • Love this show!
    March 12, 2021 by Gisele_Oliveira from United States

    This is so far my favorite podcast. It’s been my weekly dose of motivation and inspiration. Keep up the great work, Mario !

  • So much value!
    March 7, 2021 by Loose Seeds from United States

    The conversation with James, Sana and John Lee Dumas was awesome. Unique questions were asked by the hosts and JLD responded with gems that I stick right into my pocket. Thanks for this valuable info on how to up my podcasting game guys!

  • Always Enjoy Mario's Interviews!
    March 5, 2021 by HarloB from United States

    I really enjoy Mario and his shows. The Stress and Anger in the Workplace episode was great because it cut to the chase of all the issues around this topic. Great interview!

  • Great Podcast
    March 5, 2021 by 11Dreamer11 from United States

    Really interesting interviews that are really well done! Great listen and great for inspiration.

  • Innovative
    February 22, 2021 by Michelle Kaplan from United States

    I love Mario's energy! It captures my attention throughout his podcasts. Listenng to him and his guests, their ideas, actions, and accomplishments makes me brainstorm what's next for my business. Relevant and fresh!

  • Inspiriation 7 Days A Week!
    February 19, 2021 by ST Rappaport | LifePix from United States

    Mario doesn't miss a day. No matter what is going on, there's an episode relase. Mario is on a mission and nothing is going to stop him. He's a real model to be doing these interviews!

  • An Expert on Experts!
    February 12, 2021 by Powerful Eric from United States

    Love this show! Mario's show is a asset to podcasting. Thanks for helping others Mario!

  • Now I know
    January 22, 2021 by Margo Lovett from United States

    Mario, I see how active and generous you are in Podcast Paradise. Today, I listened to a few of your shows - episodes 1 & 59. Episode 1 brought me into the moment of prayer. You produced a show according to the Spirit. Now I know why you are so generous, able to operate from your seat of genius. Margo Lovett

  • Keeping the Books
    January 15, 2021 by E-World from United States

    Great interview with Judith keeping Net Profits as key thing to look at. Interesting point she made some owners make 30 millions but not enough Net to take a paycheck.

  • Excellent podcast
    January 12, 2021 by Atomickitten99 from United States

    I’m enjoying the guest interviews. They are packed full of great nuggets! Thank you.

  • Unique - Engaging - Bold
    January 2, 2021 by Paul D Johnson from United States

    As host of interveiw based The God Zone Show podcast I fournd Mario's show uniquely valuable in providing inpriation and engouragment for my work.

  • Fun, insightful, and quality production
    December 23, 2020 by koltrass from United States

    Mario brings in top-notch guests for engaging conversations on a variety of topics. Moreover, his attention to technical (e.g. audio, editing) quality is obvious and makes a difference. Listen to be entertained and enlightened!

  • Inspiring interviews to take the next step!
    December 12, 2020 by BillableWithBaby from United States

    Inspiring interviews with interesting entrepreneurs inform and motivate you to take things to the next level. Always good things to learn and implement. Thank you Mario!

  • Pure value, I love it
    December 4, 2020 by Jdoggg222 from United States

    Mario has a way of asking the questions I am wondering as the guest is speaking. He seems to intentionally ask the questions that most benefit you as a listener. Great podcast!

  • Loved the Craig Handley Episode
    November 13, 2020 by MHillfan from United States

    Mario’s energy is infectious and Craig Handley is a character and some. But really every episode brings out the uniqueness of each guest. This pod has become one of my must listens›

  • Inspiring. Informative.
    November 6, 2020 by SunDevil from United States

    Mario is incredibly inspiring and does something few other podcast hosts can manage to do… allow his guests to actuall talk at length and answer his questions. He offers great information and I really appreciate that he is invested in what his guests have to offer as well. Other podcasts come across as an ego stroke for the host, but this podcast is truly here to help guests share their stories as well to the benefit of the listener. Worth subscribing.

  • Game changer
    October 30, 2020 by Player's Handbook from United States

    This podcast is informative and inspiring. I love it!

  • If you are a wanna be entrepreneur look no further!
    October 23, 2020 by Elisa Di Napoli from United Kingdom

    Great podcast full of interesting insights. The host is engaging and thoughtful and I can say I have enjoyed listening to each episode!

  • Amazing Interviews not to miss!!!
    October 16, 2020 by Jbower1282 from United States

    Consistantly uniques interviews or amazing people really making it happen.

  • Mario is a great host with great questions!
    October 16, 2020 by alexdesigns from United States

    Take a few minutes out of your day to listen to Mario. He is a super smart guy and I love the questions he asks his guests.

  • A great podcast for dreamers and do-ers!
    October 16, 2020 by Chiquita2727 from United States

    Lots of great information and inspiration for anyone who wants to turn dreams into reality. Mario brings a lot of spot-on information to this podcast.

  • Great Show
    October 9, 2020 by Palminchen from London from United Kingdom

    Love the broad selection of topics for inner

  • Amazing inspirational stories
    October 9, 2020 by Nicholas Lee 18 from United Kingdom

    This podcast is so good. The stories from the people sharing their stories about their struggles in life and how they overcame these struggles is just inspirational and helped me push harder when things get tough. Keep up the good work with these amazing interviews Mario.

  • Fantastic
    October 9, 2020 by sttoggyigctdrvy from United States

    Mario goes above & beyond on his show. Lots of great information for his listeners!

  • Top Learning
    October 2, 2020 by BLNT PPTT from Hungary

    Love hearing these great interviews with a great host. Keep up the good work!

  • Mario inspires!
    September 18, 2020 by CHRISTOPH - HABITFREAK from United States

    These interviews are fantastic. Mario inspires with great questions that draw out great answers from his guests!

  • Expert authority!
    September 18, 2020 by Tara Williams Phone from United States

    Mario shares some amazing people on this podcast and they have some gold to share!

  • Great show!
    September 10, 2020 by Karen @ Interview Valet from United States

    Mario is an awesome podcast host! I love the FB Live interviews and the opportunity for listeners to engage in real time. The audio and video quality is spot on every time. Be sure to subscribe so you don't miss anything! You won't be sorry.

  • A Podcasters Inspiration!
    August 14, 2020 by JamieKullman from United States

    Mario has so much insight and delivers such incredible value through his show. I just started listening, but I've already learned so much from him and his wonderful interviews. Keep up the awesome work!!

  • Quality professionalism
    August 6, 2020 by VirtForce from United States

    I can’t say enough about how pristine and professional Mario is in his interviews. He truly wants his guests to have the best experience and recording possible. And not to mention he is fun and knows how to put people at ease in front of the camera.

  • How to conquer your limiting beliefs
    July 31, 2020 by Dave4syth from United States

    Listen to episode 103 an dlearn how to overcome your limiting beliefs. Great advice.

  • I can’t believe how much I learned in just one episode
    July 29, 2020 by AwesomeMontana from United States

    Mario is knowledgeable, curious and able to bring great guests that deliver value that every business needs to understand! Outstanding podcast!

  • Great content!
    July 15, 2020 by Cory Lee Leadership from United States

    Mario does a great job of providing relevant information and bringing on guests to share their expertise in a variety of fields. Highly recommend his podcast!

  • Fascinating interviews
    July 10, 2020 by Bill Ringle from United States

    Mario brings on accomplished guests and draws out their expertise and stories in a way that leaves me on the edge of my seat. Keep up the great work, Mario!

  • Love It!
    June 26, 2020 by Laura Moreno Cabanillas from India

    Loving this podcasts, an entrepreneur I really appreciate the energy and passion being shared to help us grow our business. Keep up the great work.

  • Boost my Amazon sales!
    June 19, 2020 by SurvivalDad from United States

    I tap Amazon as one of my sales channels and your interview with John Ghiorso was an eye-opener. Ignore at your own peril!

  • Love It!
    June 16, 2020 by LauraMore from United States

    I loved the Memorial Day episode, Mario! Thanks so much for creating this awesome podcast!

  • Flawless interview style
    May 29, 2020 by GninraeL14 from United States

    Mario makes everyone appear even more interesting to me. Great format and style!

  • Come here for value
    May 29, 2020 by Joshua User 202! from Canada

    Really appreciated this podcast for the raw, genuine interviews. Love it!

  • Crisp and interesting interviews
    May 22, 2020 by Joel Goobich from United States

    As someone who created one of the first podcasts dedicated to video marketing, I was very impressed by your recent episode about using video. Your interview style is crisp and interesting

  • If you are in business, this podcast needs to be on your playlist.
    May 22, 2020 by Macstephen1 from United States

    Mario has a great conversational style that helps his guests shine. This show is a must if you have an entrepreneurial spirit. It provides thought provoking content that will help any businessperson in their quest for success.

  • New Subscriber here and on your YouTube Channel
    May 15, 2020 by Angela Brown Oberer from United States

    Wow Mario you have a real knack for interviewing. You ask great questions and have a fun way of keeping the conversations lively and interesting. After listening to your episode with Owen Video I subscribed to your podcast and then I hunted you down on YouTube. High Five and great job!

  • Very Professional & Engaging Show!
    May 15, 2020 by Mitche Graf from United States

    Mario is extremely engaging and can hold your attention, and is a great interviewer! He has some great guests that really get into the details of running a successful business. Keep up the great work Mario!

  • Great Content
    May 10, 2020 by Pilar S. from United States

    Excellent! LOTS of advice from experts. The most recent episode talks about speaking–a must-listen for anyone who presents or is thinking about presenting.

  • Great content!
    May 1, 2020 by @Mentally_Strong from United States

    I really enjoy your podcast each time I listen. The content helps any entreprenur level up with they do. Keep it up and thanks for each episode.

  • Professional and Informative
    May 1, 2020 by Bruce at Mindfulness Mode from Canada

    Mario Fachini is an excellent interviewer and has terrific guests on the show. I highly recommend this podcast.

  • Great Podcast
    May 1, 2020 by Amber Fuhriman from United States

    I love the topic of this podcast. The episode with Tod Lindsay is super super helpful!!

  • Great find!
    May 1, 2020 by Reed Stiles from United States

    Great message and content. Stumbled upon this due to the cool logo, stayed for the content.

  • Great show and great host!
    May 1, 2020 by Laurapowers44 from United States

    Love what Mario offers! So glad he is doing his show and providing all this helpful info! Keep them coming!

  • Walks the walk
    May 1, 2020 by Me15463 from United States

    Mario encapsulates everything he talks about on the show. Be sure to tune in to this!

  • Honest and authentic
    April 17, 2020 by Deano3622 from United Kingdom

    Wow, just come across this podcast. Mario is such an awesome guy. He comes across so honest and genuine. Loved the content. I honestly don’t know where you find the time?! Keep it up Mario, love how honest and real you are!

  • Great and insightful!
    March 7, 2020 by Karty12345 from Australia

    I really enjoyed this podcast, so much relevant content. Thank you!

  • So much Value..!
    February 28, 2020 by Alex Dali Rizo from United States

    Great content, I really recommend this to any Entrepreneur looking to excel in their path, Mario brings topic experts to teach and inspire your day

  • Inspirational Intentional Information
    February 28, 2020 by 10Kforte from United States

    This podcast shares the stories from people that are doing whatever it takes to rise up and help others along the way. “What Are You Made Of” is one of the many messages shared on the podcast. There are so many takeaways that are applicable to anyone. I really enjoyed listening.

  • Wow!
    February 25, 2020 by Tyscoaching from Australia

    Just listened to the 'rescue site AED Program' episode! If you love epic stories and inspirational people, this is the podcast for you!

  • Motivation on Tap
    February 7, 2020 by AnthonyPGarcia from United States

    Mario brings on some of the most impactful entrepreneurs to hear from. He dives into the key performance factors of their business. He extracts information very well and keeps the show flowing very smoothly. Definitely a show to subscribe to!

  • Starting a Movement
    February 7, 2020 by JustMe2say from United States

    There are many areas of business and entrepreneurs have an opporunity to gain some insight with this podcast. Excellent interviews!

  • Great Podcast For Entrepreneurs!
    February 7, 2020 by The Big Game Hunter from United States

    Full of knowledgeable guests and useful information that will help you accomplish your goals in business and in life!

  • Mario Truly Care About His Guests
    February 7, 2020 by Podcast Junkies from United States

    Having met Mario and spent time with him at Podfest I can truly say that he is passionate about his show. He’s genuine and that clearly comes through in his own story and what he brings to every interview.

  • Put your thinking cap on!
    January 27, 2020 by Cliff Duvernois from United States

    This is probably one of the most information dense podcasts I’ve listened to in many moons. Each episode could easily be expanded out into 2 or 3 hours. Mario does a great job of asking the right questions to get his guests to reveal great tips, tricks and advice. Sure a lot of information can be applied to an entrepreneur but I found a lot of advice applicable to my personal life. This podcast is definitely worth my time to listen to and I’m looking forward to more episodes to come. Great job!

  • Relavant for anyone!
    January 17, 2020 by HarloB from United States

    I really enjoy Mario and his shows. The Stress and Anger in the Workplace episode was great because it cut to the chase of all the issues around this topic. Great interview!

  • Mario nails it!
    January 17, 2020 by Mickiezada from United States

    I've listened to Mario for a long time...his podcast is well produced, his guests are influencers and authentic authority, and chock full of insights and inspiration for entrepreneurs. Love it!

  • Mario is the real deal
    January 9, 2020 by jamesnewcomb.io from United States

    I’ve known Mario personally and professionally for over a year now. He is genuinely interested in helping people succeed, and consistently over delivers in his interactions and valuable advice with fellow entrepreneurs, podcasters, what have you. In this era of showmen who “give value” only if they think they’ll get something in return, Mario stands out as a man among men. Listen to his show and learn what true leadership and value in the marketplace mean.

  • Listening On My Entrepreneurial Journey
    January 3, 2020 by FromLisa2 from United States

    I was surprised when I stumbled over the servant leadership that shows up in these episodes. It's collaborative. It's focused on relationships with clients versus transactions. I especially enjoyed the episode on getting clients without "selling" because it's more about genuine relationship building.

  • A Gift
    December 25, 2019 by Lisa Vogt from United States

    Mario uses all his talents, gifts and abilities to produce this life affirming show. It's incredible that we are able to grow our abilities and develop our talents and gifts just through subscribing and listening. Thank you Mario!

  • This show is ON FIRE!
    December 14, 2019 by tibor.mindsethorizon from United States

    Love your show Mario! Your niche is close to mine but I focus more on mindset and manifestation in a business setting. I tuned into episode #103 with Karen Brown which is dope! Keep up the great work!

  • Entrepreneur Must Listen
    November 30, 2019 by HWoodwriter from United States

    If you’re an entrepreneur this is a must listen show. So many inside tips and thought processes behind moving your business forward. Mario does a great job with the guests by asking the right questions at the right time. He and his guests give the information you need to grow your business and leadership skills.

  • What a show!!
    October 26, 2019 by CWLuecke from United States

    Man, do I love interviews with world-changers! Mario does an excellent job gathering the cream of the crop for his show and giving insightful interviews. Check it out!

  • Loved it!
    October 25, 2019 by Seodrigo from United States

    This interview was very enjoyable. Mario brought on a wise guest by the name of Michael Lauria. I loved the interview and Michael's perspective on the topic. He had wonderful insights and around min 31, he hit something very profound. Excited to share what I learned today with others. Way to go!

  • Great listen
    October 25, 2019 by trinity3712 from United States

    Good listen. Great range of guests and topics. Something here is you keep listening will help you in many areas of life and leadership b

  • Great Knowledge!
    October 18, 2019 by Jon Vroman FRD from United States

    Great show Mario! So much valuable information in one episode!

  • Excellent show, very imformative!
    October 5, 2019 by Shaolin Soprano from United States

    Mario loving the podcast bro, great content, immense value. Enjoying these interviews!!!

  • Helpful Information!
    October 4, 2019 by The Medicare Nation from United States

    Love the valuable information on these episodes! Lots of tips & tricks for every Entrepreneur to use. Kudos Mario! Diane Daniels Host of Medicare Nation

  • Love Mario’s Attitude
    September 12, 2019 by marisaimon from United States

    Mario’s heart shines through his interviews, making these fun and positive, and the people he brings on offer such a wealth of knowledge.

  • Lots of Great Info!
    September 6, 2019 by DarlajPowell from United States

    Mario provides lots of great info and advice in this 7 day a week show.

  • Great Content!
    August 31, 2019 by LanceJohnson_ from United States

    Mario does a great job of share valuable information that every entrepreneur could use and apply to their journey. Great work! 🙂

  • Important information!
    August 31, 2019 by Allmenow from United States

    Very engaging information. Mario draws out experiences and knowledge from his guests. Loved the show!

  • Difference-Maker
    August 21, 2019 by Unlimited Beliefs from United States

    Mario is a master at bringing out, shining a light on, and internalizing the difference-making mindset. His knowledge and experience and mission enable him to synthesize information into diamonds for all of us! What you want is accessible by taking in this show!

  • Excellent Information
    August 21, 2019 by Stallion golf from United States

    Great advice and information with a wonderful blend of topics! Loved the episode with the british healthcare professional and the ideas shared on how to make the industry better.

  • Motivating and valuable information
    August 16, 2019 by Calvin Javier from United States

    Great insight on mindset from business leaders and entrepreneurs making things happen. Definitely worth your attention. Will be listening and learning more!

  • Good information
    August 2, 2019 by FIRE NATION! from United States

    Engaging interview with a british health pro, I was surprised to hear the similarties and the application she has for making healthcare better

  • Greatness
    August 2, 2019 by MiaSportFanatic from United States

    Have had the chance to listen to one show so far but man, we should be paying for this information. Lots of greatness. Thanks for the heart to serve.

  • Listen to the experts - and thrive!
    July 28, 2019 by The Marketing Book Podcast from United States

    There's a lot of advice out there these days but, sadly, a lot (and I mean a LOT) of is from people with little to no expertise. That's not the case with this gem of a show. Listen to what the experts say and profit from the experience!

  • Show is amazing!
    July 26, 2019 by BestMorningRoutineEver from United States

    I love learning about mindset and how to master my thoughts. This show provide the tools!

  • Great show!
    July 19, 2019 by Jefferson_79 from United States

    Great information for all businesses.

  • Good value!
    July 12, 2019 by Audrey purplele from United States

    Great information that applies to any business! I really felt he provided value for my time.

  • Interesting Topic
    July 6, 2019 by Real Estate Journeys Podcast from United States

    Interesting topic. Great interviews. Keep up the hard work!

  • Helpful Advice from Experts
    June 14, 2019 by ichuck2 from United States

    Mario talks to experts in a wide range of subject matters and asks good questions to pull out helpful advice.

  • What a great show!
    June 14, 2019 by Christopher List from United States

    Mario really brings out the best in his guests. The police dog trainer had such a great story. Can’t wait to hear more!

  • Great!!!
    June 11, 2019 by tommye w-c from United States

    Great podcast, awesome guests, incredible host!!!

  • Fun & informative
    June 11, 2019 by Saoirse Sky from United States

    Some people want something fun, others want something informative. This podcast gives you both!

  • Great show!
    June 10, 2019 by CJThomas6 from United States

    Very inspirational show! Appreciate the advice and thoughts shared by the host and his guests!

  • Great podcast
    June 10, 2019 by Rosie81200 from United States

    Great podcast! Love hearing about the guests’ journeys and what they learned from them.

  • Never Stop Learning!
    June 10, 2019 by Terri in Fairhope from United States

    Tune in to this great podcast and host! You're probably really good at what you do (top of your game...an Expert Authority), but there is always more to learn...streamline processes and gain more freedom in your life. It's not always about the bottom line. This one is worth a listen!

  • Amazing!
    June 10, 2019 by KatieHBrooks from United States

    If you're looking for inspiration, tune in to listen to Mario and his top notch guests. I find that I am always much more motivated after listening to an episode of Expert Authority Effect!

  • Wonderful show!
    June 10, 2019 by @IV-Heather Tieben from United States

    Mario is a great host & puts on a wonderful show. The quality of his interview guests and entire production is impeccable, I couldn't recommend Expert Authority Effect more!

  • You Will Not Be Disappointed!
    June 10, 2019 by Composer 1853 from United States

    Mario does such a great job of engaging his guests from several different disciplines.

  • The hardest working man in Podcasting
    June 7, 2019 by EOFire.com from United States

    Mario brings the HEAT with real energy and FIRE...don't miss the meteoric rise of this show! ~ John Lee Dumas

  • Great interviews and guests!
    May 31, 2019 by Mel Good Karma from United States

    Thanks for hosting such great interview guests. Look forward to hearing more and kudos on so many a week and also videos!

  • Fantastic
    May 31, 2019 by Jason A. Duprat from United States

    Awesome podcast, going to be adding this one to my list. Interesting topics with great interviews, good sound quality.

  • Enjoying!
    May 31, 2019 by Slordan from United Kingdom

    Enjoy listening to Mario and how he opens up the conversations to ensure it’s as relevant to us as listeners!

  • Nice variety and interesting topics
    May 31, 2019 by emjgreen from United States

    Love the variety of topics presented here on this show. Looking forward to listening to more of Mario's show.

  • Great Content! Great Interviews!
    May 24, 2019 by No BS Mompreneur from United States

    Wow! Really enjoy listening to all these fabulous expert authorities!! Lots of valuable take aways that I can implement into my life. I will continue to listen and share with others!! A+++

  • A great addition to build authority and create an impact
    May 24, 2019 by Cloris Kylie from United States

    A great addition to build authority and create an impact. Also, a different twist on the topic. Engaging. 5 stars!

  • Filled with motivation and ideas
    May 20, 2019 by Thomas O'Grady, PhD from United States

    Mario does a great job interviewing and pulling the stories behind people's stories or success. Good pleasant listen. If you are in a journey of your own, these episodes will give some things to bring into your on life.

  • spartancv
    May 17, 2019 by spartancv from United States

    Great job following your passion, your purpose and creating this podcast to help serve others! Keep up the excellent work.

  • This podcast is the bomb
    May 10, 2019 by Posturedoc from United States

    Mario always crushed it, and this podcast is another example of his amazing insights and knowledge!! Great work.

  • Wow - love the video show.
    May 4, 2019 by Thehighenergygirl from United States

    Thank you for the encouragement and tips on how to succeed on video and the repurposing idea.

  • Motivating and Inspiring!
    May 4, 2019 by KatyJoyWells from United States

    Mario brings such enthusiasm to his shows and his content is fantastic. I’m always learning new things to implement or new ways to grow, thanks Mario!

  • What a great show!
    April 29, 2019 by Gene_HPLN from United States

    Awesome podcast! Mario brings great topic, great guests, and it is very easy to listen to. I definitely recommend for anybody interested in business success!

  • It's great
    April 10, 2019 by Ian Ryan from United States

    Just had a chance to check out your most recent episode appreciate the great insight! Great delivery from the host & can’t wait to dig into future content.

  • Love it!
    April 6, 2019 by Brendan @ Entrepreneurs&Coffee from United States

    I love that this interview podcast doesn't feature the same old folks that everybody has on their show. Keep it up, Mario!

  • Amazing!!!!
    March 15, 2019 by Lindsey Russo from United States

    This show is so impactful! Hearing from the experts and how they take authority in their space is so amazing. Looking forward to more episodes!

  • Learned what I didin't even know I needed
    March 15, 2019 by Camilla-Jean from United States

    Great info. I love the Q episode because I get just quic interst snippets that may get me thinking about where my business might go.

  • Fabulous Interviews!
    March 1, 2019 by Life&RelationshipCoach from United States

    Mario does a fantastic job interviewing really interesting and successful business people who explain how they got to where they are - tips you won't want to miss when your trying to grow your business! Keep up the great work Mario! Coach Riana Milne

  • A+ Show
    March 1, 2019 by Gisele_Oliveira from United States

    I love this show. It's so entertaining and I learn a lot from the interviews. I highly recommend this show if you want to level up his game as an authority.

  • Inspiration, transformation, success stories!
    February 23, 2019 by Chabo101 from United States

    The title of this review should just be enough but it is just more than that. Its life lessons, its listening to personal struggles and how they over came those struggles. Love to hear from people that change the world through their struggle and the lessons that i learn from them are just more than amazing. I love this.

  • Great interviews!
    February 22, 2019 by AlyciaDarby.com PodcastManager from United States

    These interviews are well done and his guests are prepared to give really specific insights and stratagies... great podcast, Mario!!

  • Inspiring story of courage
    February 16, 2019 by StrongHeart<3 from United States

    I love that she found gratitude in her circumstances. lorie is an inspiration

  • Powerful!
    February 15, 2019 by The Food Heals Podcast from United States

    Mario's interviews cover a variety of topics and provide great value in all areas of your life! Episode 15 discusses how change is temporary and transformation is permanent which was really powerful for me. I love this message! Thank you!

  • Great content!
    February 15, 2019 by Blakeob85 from United States

    Great answers to common questions many entrepreneurs have! Thanks Mario for sharing your and your guests' insight!

  • Real Actionable Tactics!
    February 9, 2019 by MattBMaverick from United States

    What I like about Mario's podcast is that he pulls out actionable tactics from his guests that we, the listeners, can actually use. Great show!

  • Great Listen!
    February 8, 2019 by Real Estate Investor from United States

    Mario and his guests provide useful techniques to succeed in any business venture. The interview style promotes learning through real life examples of his guests. Great listen!

  • Great interviews!
    February 8, 2019 by Matt B 1818 from United States

    Love hearing these interviews and learning from people who are top in their industry. Mario is a great host and is not afraid to share his emotion!

  • Love it
    February 1, 2019 by Duffash from United States

    I love hearing interviews of successful business women and taking away what I can learn from their journey. Mario is a great host! I have enjoyed what I have learned so far. Congrats on the launch of your new podcast!

  • Strong, professional, enthusiastic!
    February 1, 2019 by pm legs from Canada

    If you're looking for an interviewer who's going to take you to investigative places to help you be your best you, through your professional life, you'll love listening to Mario!

Watch The Episode

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Resources Mentioned

Books Mentioned

Amazon Jungle |  Rudyard Kipling

Rich Dad, Poor Dad | Robert Kiyosaki

Blue Ocean | W. Chan Kim

People Mentioned

Dave Clark

Robert Kiyosaki

3+ Expert Authority Insights™ To Apply Now

  • If you are selling in any other channel and not selling on Amazon, you’re likely driving traffic to your competitors on Amazon. 
  • What matters to Amazon is search.Search find buy is a three letter algorithm that will be the most important phrase that you repeat to yourself over and over when you go to bed at night. Because that’s what Amazon cares about.
  • Cognitive dissonance created from a product listing is bad for your ad performance. 
  • Amazon is not your friend. And they’re not going to lift a finger to help you. But they will provide the tools for you to follow through and help yourself earn success on the platform. But you better not break the rules. If you break the rules of kicking off the platform, and then you’ve just said goodbye to half of the online market share.
  • Treat those customers better than you treat your wife.

Sponsors

• FREE Business Book Publishing Course Learn How to Publish Your Lead and Profit-Generating Business Book in < 8 Weeks visit: www.FREEBusinessBookPublishingCourse.com

• Acorns: To learn how Acorns simple & easy investment account will help you create a compound interest snowball, visit: EAInterviews.com/Acorns

Wheel of Whatever™

[34:35] What is a brand you would love to work with that you haven’t yet?

What You’ll Learn In This Episode

Click the time stamp to jump directly to that point in the episode.

[0:06] Intro

[0:46] Sponsor – Free Business Book Publishing Course

[6:11] Amazon

  • Has more contract delivery drivers than the USPS and UPS combined.
  • There are no days off at Amazon.

[8:57] Advise to sell better on Amazon

  • Identify the right product to sell
  • Identify factory/factories to get your product produced
  • Work on your marketing plan

[11:38] Search Engine Optimization – SEO

  •  If they can’t search your product and find your product, you will not sell it.
  • Amazon has a number of fields where you enter product specific data, think of a spreadsheet with headers all across the top of the spreadsheet.

[14:01] Amazon Marketing Services

  • Sponsored Ads, sponsored products.
  • Pay Per Click basis – PPC
  • Demand Side Platform – DSP ( amazon’s facebook ads division)
  • Cost per impression- for every 1000 impressions you pay a certain dollar amount are pennies.

[17:13] When someone you serve an ad on the sponsor side of the house, take a look at what your image and your product title looks like on the search results page compared to your competitors.

[20:36] Cognitive dissonance created from a product listing is bad for your ad performance. 

[26:26] SEO Process

  • Identify the highest volume, most relevant keywords for our clients product.
  • We go through those four different fields on Amazon
    • Product Title,bullet points, product description and then search terms 

[28:36] How important are Product Reviews?

  • Have your own brand and get a registered USPTO trademark.
  • There’s a program called the IP accelerator that’s a great way to get a trademark and get Brand Registry where you are the authority for all of the content on Amazon for your brand.
  • Brand registry benefit is you can give away your product to Amazon buyers in exchange for 30 reviews.

[34:35] The Wheel of Whatever

  • What is a brand you would love to work with that you haven’t yet?

[36:40] Let’s Thank our Sponsor, Free Business Book Publishing

[38:30] The Imperfect Action Round

  • Develop your own brand in today’s day and age, come up with your own brand. Make it amazing. Make it you know, put all of your heart and soul into it and go direct to consumer.
  • Forgetting everything you know about the success you had on TV, the success you had selling to brick and mortar chains because it requires an entirely new mindset. You’re no longer selling to human beings. you’re feeding the algorithm. And if you know that and you know how to lay the foundation. You’ll be a much much happier business owner.
  • Treat those customers better than you treat your wife.

[40:49] Jason’s Book Recommendation

[42:47] Sponsor, Free Business Book Publishing

[43:20] www.EAinterviews.com

Episode Transcript

Read Full Transcript


Jason Boyce [0:00]
Hi, this is Jason Boyce. You can reach me at Avenue7media.com and this is EA Interviews.

Intro [0:06]
EA Interviews, Episode 265, inspiration, transformation success stories and the Imperfect Action Round seven days a week. Join Mario Fachini for today’s Expert Authority Effect Interview.

Mario Fachini [0:20]
How’s your friend? Amazon may be your best friend. You know, do you order from them in the morning or the afternoon or the prime of the evening? I am excited to have the author of the Amazon Jungle Here, Jason Boyce, because if you’ve ever thought about not just buying from Amazon but selling on Amazon, does he have the secrets and he’s going to be sharing them with you right after we thank our sponsor.

Sponsor – Free Business Book Publishing Course [0:46]
Every business needs a book, including yours, visit FreeBusinessBookPublishingCourse.com today to learn the seven steps to publish and promote your nonfiction lead and profit generating business book in eight weeks. Once again, that’s FreeBusinessBookPublishingCourse.com.

Mario Fachini [1:01]
Here he is. Ladies and gentlemen, Jason Boyce. Jason, how are you doing today?

Jason Boyce [1:05]
Hi, Mario. I’m doing great. Thanks for having me on your show. I’m really excited to be here.

Mario Fachini [1:11]
Well, it’s my pleasure. I know. You and Rick are doing a lot of great things. And you have your newest book, the Amazon Jungle, where you’re going to be sharing with us the insights of what the best practices are to not just buy more on Amazon but what I love to sell more.

Jason Boyce [1:29]
Yeah, absolutely. There’s money to be made and there’s some exciting new developments in this space that happened even before we started writing the book that I’m happy to share with your viewers today, too.

Mario Fachini [1:41]
Yeah, I want to ask you, for anyone who’s never sold on Amazon because I think we’ve all bought from them and can we agree on that? But if you’ve never sold on Amazon, why should you care and why should you be interested in it?

Jason Boyce [1:55]
Well, it’s a great question if you have a product. And I think that the best way to be on Amazon is with your own private label brand, your own branded product. If you are selling in any other channel and not selling on Amazon, you’re likely driving traffic to your competitors on Amazon. So what do I mean by that? Rick, you know, Rick is a legend in the TV marketing world launched George Foreman grill, GoPro oxiclean, and all these different brands Sonicare. And, and we see this all the time, when we have some of Rick’s clients who are driving television advertising in there, and we get them on amazon.com, every time they run a new TV spot, their Amazon sales spike. Same thing with big ad spends on Facebook or any other TV spots, anytime clients are spending anywhere else, they see big double, sometimes triple digit increases in sales on amazon.com. And sort of anecdotally we say, about 50% of the final clicks online are happening on Amazon, no matter where that first click came from. And we feel that people are sitting on their couch watching television, they pull up their prime app, they see us, they search for the brand name. And you should be there if you’re not there, you should be because they’re going to be your people searching on their primary or going to search for a product, using your name sellers, using your name we’re going to be selling and you probably driving traffic to them. So you got to be there. They own 60% of the online market share. Second place is the largest retailer in the world Walmart with 5% market share. So I mean, you really Mario, if you got any kind of product at all. That’s not a car, you got to be there.

Mario Fachini [3:42]
So I want to ask you because I have five of my own books on there. And I help people publish their business books and I have my author clients on there. And I want to ask you about I don’t want to say her name too loud. But I’ve been watching videos on YouTube before where the host or whoever is like oh, all you have to say is hey her, just add the Expert Authority Effect Publishing Method to my cart or checkout or have you played with the scripting of what you’re supposed to say literally? I did. I didn’t even need to say it when they said it in the video. It was picked up.

Jason Boyce [4:28]
Yeah, Mario I’m assuming you’re talking about the echo device. I’m not going to say the wakeup word either because I’ve got one in my office.

Mario Fachini [4:35]
You can say I got you in my ear over here. So I don’t know if she’s probably listening though.

Jason Boyce [4:41]
Yeah, I mean look at when echo first launched, it was there was a lot of promise in terms of ordering hasn’t happened yet where it’s a big play when it comes to ordering. I know personally, I use the echo to reorder stuff. I’ll be in the kitchen and I’m running out of something and I say Echo, wake word, reorder this or that and it shows up on our door the next day. So yeah, so the voice recognition software that Amazon really pioneered out of the ashes, the burning ashes of their cell phone play, they turned it into the echo is definitely something that’s going to become a bigger and bigger part of e-commerce. But I mean, yeah, you no matter where you go there, Amazon is, I mean, how many times do you see any amazon prime delivery van showing up in your neighborhood, I see it more times than the post office and UPS combined, probably.

Mario Fachini [5:37]
When they started delivering on Sundays in their own vans and they were quicker. And especially through some of the holiday seasons. It’s like they were still meeting their one to two day delivery. On occasion, one out of 10 items was like, oh, the it was, you know, the manufacturer was behind. So obviously they couldn’t ship it or whatever the deal was ,but I know that there were people with the post offices that they weren’t getting stuff for weeks.

Jason Boyce [6:02]
You’re absolutely right. Yeah, yeah. I mean, Christmas,

Mario Fachini [6:06]
Merry Christmas on your birthday, four months later.

Jason Boyce [6:11]
Yeah, well listen to this, Amazon now has more contract delivery drivers than the USPS and UPS combined. So yeah, and there are no days off at Amazon. It’s like, you know, I’m a former Marine, it’s like being a Marine, you don’t get days off. In fact, I had more days off in the Marines than I did as an Amazon seller. And that’s just how they are, they wanted to deliver everything within an hour or I should say, within one day, eventually, they’ll get to the point where they’re delivering within hours. And what they did in holiday shopping season 2020 during peak COVID, in my opinion, will be studied in mass MBA programs for the next 20 years. I mean, they hired 400,000, almost 500,000 people in less than 10 months, they ramped up the drivers, and they delivered better than anyone else out there. And Mario, I was sort of predicting that Amazon would break during this holiday season because of just the increase in volume. But they did two things, they stretched out the holiday buying season, they moved a lot and they moved prior to October. And they got a lot of early holiday shopping buyers in October that they don’t typically have. And they just ramped up like the equivalent of the US World War Two ship building ramp up. I mean, one company, I mean, it’s just remarkable. They truly Dave Clark, who runs that division for them, literally deserves the Medal of Freedom. I mean, it’s insane what they were able to do this last holiday season.

Mario Fachini [7:41]
So that’s really inspiring. And I got so many questions I could be asking you, but I want to stay on point here with why people should be selling on Amazon, obviously, you can do the voice command. And I see that as a bleeding edge for sure. I thought it was cool as heck though. Because when people let you know, I think it’s great. You can say listen to the Expert Authority Effect Interviews, podcast, and it’s on there, you can get my books you like, I wouldn’t even need to have my phone nearby, you can literally just say that stuff out loud. And I’ve been looking into it for obvious reasons. So that’s like words going in, it’s gonna, you know, create a vacuum and suck people into that. But let’s take a step back and go okay, I have nothing on there now or maybe I have a few things, but I’m not pushing it the right way. I see it’s going there. Clearly they’re capable. Clearly they’re not going anywhere. And they know what they’re doing. Where do I start? What would you say are some of the first things like what the image, the description, the pricing? What are some simple things that I could go on there right now in this week, say, give me 10 things I’m going to check off and test and tweak and you know, figure out to sell better? What would you say those things are?

Jason Boyce [8:57]
Sure, Mario? Great, great question. So we start off in the book, the Amazon Jungle by laying out if you don’t have a product, let’s say you just have an idea, we take you from idea, all the way to identifying the right product to sell on Amazon, making sure that there’s a market in other words, that there’s a big group of Amazon seller spending shoppers spending a lot of money on your category first because you don’t want to invest time and treasure if there’s no market for what you’re going to make. How do I identify a factory or factories anywhere in the world, how to get it produced. And then once it lands here in the United States, how then to work on the marketing, how to make it look cool, how to do the listings, how to get good images, what size those images should be? How to produce video, and you know, Rick is the master my co author, he’s the master in creating video for products that sell and then how to do everything from driving traffic handling, customer service, and even some of the, you know, the more troublesome things that are have become noticeable on Amazon as an Amazon seller. So we literally break it down, step by step, using all of the mistakes that I made Mario. I was selling on Amazon in 2003. And I made more mistakes on that platform, I guarantee you than anyone else out there and learn from them. And then develop this process so that you can absolutely create your own product, create your own brand, and then do all the steps to have success on Amazon. I mean, I think, you know, if you want to take a step back and say what’s different about Amazon than selling to Walmart stores or the regional sporting goods store or, you know, the local grocery store, it does take a different mindset. When it comes to Amazon, what matters to Amazon is search. The majority of products are searched, found and purchased. Search find buy is a three letter algorithm that will be the most important phrase that you repeat to yourself over and over when you go to bed at night. Because that’s what Amazon cares about. You have to make sure that your products are listed in a way that Amazon shoppers can search for them and find them, click through them and buy them. When that happens, they will reward you with better and better real estate on that first page of search results. And we even break down how to do some SEO steps. And so that you can have some success on Amazon as well. We could talk about those further in the show if you’d like.

Mario Fachini [11:28]
I actually can talk about and right now for anyone that doesn’t know SEO, I’m sure they heard the acronym for it. But what does it stand for? And why is it important?

Jason Boyce [11:38]
Search Engine Optimization, if they can’t search your product and find your product, you will not sell it. And Amazon has a number of fields where you enter product specific data, think of a spreadsheet with headers all across the top of the spreadsheet. For each product, you need to enter information, right with …

Mario Fachini [11:58]
You just excited about half the people and freaked out the other half.

Jason Boyce [12:04]
Well, look you got to enter your product title, you got to add your bullet points, description. Yeah, there’s a field for search terms. And there’s a field called subject matter. And all of those…

Mario Fachini [12:14]
For the image is important.

Jason Boyce [12:16]
Absolutely, there’s there you have to have not just one image either. Well, you know what we do at our agency Avenue7media, we create additional images up to six or seven images. And then each of those images, we use marketing and graphic design techniques to make it look like each one looks like a high gloss Magazine Ad.

Mario Fachini [12:35]
Do you think I can do that with books?

Jason Boyce [12:38]
You absolutely can I will tell you this book has been frustrating Mario. You know, in the book, I recommend selling on Amazon as a third party seller through Seller Central versus selling to Amazon. But most publishers now will still sell to Amazon. So it says ships from, sold by Amazon. Yeah. So it’s frustrating to me, I wrote my book ruggedized through a publisher, Morgan, James publishing, which is a great publisher. They have a one peer relationship. So they give a price to Amazon and Amazon marks it up like a traditional retail relationship. So I don’t actually have access to my own listing to go in there and edit it. So I’m also feeding information to them to Amazon Fire to update it. Yeah. But it’s great. I mean, like…

Mario Fachini [13:21]
Because I know when you’re doing the drop shipping, as far as you send your products to the Amazon warehouse they listed in it will say you have a third party seller, that’s what you’re talking about versus actually having it go directly through Amazon. That’s interesting and never really looked at the pros and cons because it’s just more work. I mean, to be honest, it’s like you. I didn’t make sense at the time. But the more I learned about it, I’ve kind of been like, huh, maybe this would be worth at least a test or something. And in the vein of SEO, I wanted to ask you about the AMS keywords. What do you think of those and how much do you use them?

Jason Boyce [14:01]
Yeah, so I use them continually. There’s I break out Amazon advertising into really two sections. There’s the sponsored ad , sponsored products, which is basically pay per click advertising, that gives you that headline banner space on the search results. And also, there’s 12 placements on the first page of search results where you can posit a PPC ad so those are called sponsored products. You can also do retargeting now on a PPC Pay Per Click basis. And you can also do video ads now on a pay per click basis. So that’s one division of Amazon advertising. We do all of it, all of its amazing. And nothing works better than sponsored ads, sponsored brands, video ads and retargeting. But what’s become, it’s sort of blown up I mean, the last few years in a good way, not blowing up in a bad way in a good way. It’s become really big is this Amazon DSP Demand Side Platform. So if you think about DSP, it’s basically Amazon’s Facebook ads division, if you will, right? So Amazon owns digital real estate on all of its properties like imdb.com, amazon.com. And they have banner space that’s available for sale, on a cost per impression or CPM basis. So for every 1000 impressions you pay a certain dollar amount are pennies. And so they also own an enormous amount of digital. Yeah, absolutely. Absolutely. That’s another huge one. They own an enormous amount of unowned Amazon display ad property as well. So they will serve your products ads, across all of that everything from top of funnel, all the way down to retargeting. And we have been seeing just in the last 12 months or so, amazing results, amazing return on an investment. And I think honestly, that’s kind of the future. Amazon offers video ads and pay per click ads and sort of this banner CPM ads driving people back to amazon.com. So we run both. It can get… we could come back, Mario and just do a class on Amazon advertising, our distinct show on Amazon advertising. But yeah, all of the above anywhere you can get traffic to drive that searching, finding, buying algorithm will help you get to the top of search results and will help you become a top seller. And then you’re on your way.

Mario Fachini [16:27]
So two Devil’s advocates, right here. One, but I rather get referrals then I don’t need to pay for ads. And two , we already spend a lot of money on ads, nothing seems to be working.

Jason Boyce [16:39]
Yeah, you’re probably not doing them, right. If you’re spending a lot of money on ads and nothing seems to be converting, you really got to start and look at your listings. There’s a lot of metrics that you can break down. You know, I don’t want to get too wonky on this on this particular podcast Mario. But if your click through rates aren’t good look at your main image. Remember, when someone you serve an ad on the sponsor side of the house, take a look at what your image and your product title looks like on the search results page compared to your competitors? Is your image tiny? Is your image grainy? Is it not an exciting color? Does your product title not give as much information as your competitors, if it’s not, your click through rate will likely not be as good as your competitors. So you could start there. Secondly, once folks get to your listing, we’re talking about the details page looking at your image, you’re looking at your messaging, a copy of the video, perhaps on your details page, you want to make sure you answer the question when your shoppers get to your detail page on Amazon. What’s in it for them? Are you telling them blatantly in plain English, what the benefit of the product is to them? Not the specs, like specs are secondary and important, but they’re secondary to you know, what’s the real benefit of this product. I’ll give you an example, Mario. I used in my previous life as a big amazon seller, top 200 amazon seller, I sold their hockey tables among other home rec equipment. So before I met Rick and Rick and we talked about this in the book, before I met Rick and Rick chained me how to do these brand response and direct response marketing tactics, I just put a spec sheet up, I had one image that looked like a factory photo out of some factory floor was very pretty. And I put all the details like the thickness of the table is this the legs or the size and that size, all important information. But it missed the whole point of the product. I started talking to Rick, he and I start having coffee every Friday morning, he tells me to write a book. And then we start talking about this Amazon stuff. And I’m like, well, we should do it together. Because you know about this, I started following his techniques. And then my messaging went from a factory spec sheet to the following message for my air hockey table, bring friends and family together. Right? That’s the point of an air hockey table. The point of an air hockey table is to get you and your friends doing something non digital, together with friends with family making memories, right? That’s the benefit of an air hockey table. And so those are a couple elements: start the main image, start at the product title, but then really investigate and ask yourself why would someone give me their money? I need to answer that question before they have the opportunity to ask it. And you’ll see amazing results on your ads, your ads will perform better.

Mario Fachini [19:20]
Yeah, and I don’t know what it is about being your own stuff. I think it’s B flat out for me sometimes it’s like, I just want to get this done. I got 58 million other things. And I’ll just give it to my team. Because frankly, they care a lot more than I do on things. Let’s be honest. I’m like…

Jason Boyce [19:41]
My team feels the same way Mario.

Mario Fachini [19:43]
Let’s get it done. And I’m like, I don’t even care. It’s like, I just spent however long I did writing the book. And I’m like, whatever, just use that phone. I just want to be done with it. And I know that’s not the best. That’s why I have help. But when I’m looking at other people’s ads I’ll do the exact same thing. I’m like, now why would they write that? Why do they have that that picture is crap, dah, dah, dah, dah. Even recently, I just got a 10 terabyte helium drive for the show. It’s awesome. It’s actually your one of the first episodes it’s running in. But I will never forget ordering it. And it was like the picture said one terabyte, but the descriptions said 10 I’m like, one of them’s right, we’ll see. I was like, I hope the description is not the image, but for how visual I am. That really messed with me and I almost didn’t buy it. But I’m like, let’s go for it.

Jason Boyce [20:36]
Cognitive dissonance created from a product listing is bad for your ad performance. Right? You know, you got to lay the foundation first. And then sort of the next piece of that Mario is, are you going after the right traffic? Are you negating the keywords that aren’t converting that don’t work for your product? And are you doubling down on the keywords that are, and that’s just basic, you know, PPC management and optimization over time. And, you know, if you can employ some of those tactics. You’ll see sales go up, clicks go up, and conversions go up, and then the Amazon algorithm will reward you.

Mario Fachini [21:10]
Oh, man, I just got two more great questions. You’re amazing. By the way. One. It was a good one. It was a real good one it had to do with the Amazon affiliate. Is there any third party software that I could have my team create links but it would generate my code?

Jason Boyce [21:32]
Yeah, yeah, absolutely. So you’re talking about layering on tracking software on your website. So when you send your own customers to buy your book on Amazon, you get a rip for that you get a percentage for that right?

Mario Fachini [21:46]
The only way I know right now is to go to the site stripe, grab the code, and I give it to my team for the show notes of the episode or whatever.

Jason Boyce [21:56]
Well, you can go to Amazon Associates, that’s the name of the Amazon affiliate program. And they’ll break it down for you exactly how to load the code up onto your site to become an Amazon affiliate.

Mario Fachini [22:06]
Well, I get that highly. Is there any way for my team to access my Amazon account to get the correct affiliate links without logging into my Amazon account? My actual account?

Jason Boyce [22:18]
Oh, no. Oh, yeah. So you’ll have to log into your own Seller Central account, you can give email permission to your staff, you can invite them to your account and give them permission for only certain things like you want them to be able to go into your brand store. Your brand store is where you want to go in order to get that trackable code.

Mario Fachini [22:38]
Yes.

Jason Boyce [22:38]
So if you want to post a link on your Facebook channels on all your great, amazing social media, Mario, you want to post and drive traffic from those channels. Do it through your brand store, right? That’s the best way to do

Mario Fachini [22:51]
Yeah, cuz every episode, people are mentioning books and different things. And I’d like to remove that bottleneck because 80% of the time, it doesn’t get done if I have to be doing it. Just whatever. So that was one thing thinking

Jason Boyce [23:05]
I got the same problem, my friend.

Mario Fachini [23:08]
Because I know someone is going okay, I want to sell. I want to do this. I just don’t have time for all this for all the linking in the same boat. We’re in the other question I had for you. It came back to me. And that is a good one. SEO, how many keywords should you be loading for for a single item? I’ve heard 1500. A couple 100? Couple 1000 50,000? It’s kind of wide range? What you say?

Jason Boyce [23:34]
Yeah, the real answer is it depends on your product. You know, if you have a product that has multiple different use cases, you know, I’m thinking of an example, where I have a client who makes the most amazing sort of organic, raw materials used to make things like shea butter soap and like these sort of cosmetics, right? So that product can be used not only for, well, I take that back. Let’s take the coconut oil, for example. He does the same thing with coconut oil. Coconut oil can be used for cosmetic purposes and for cooking purposes as an example, right? So each of those different use cases has loads of keywords. So that product has probably double the amount of keywords as a product that only has one use case like an air hockey table, right? So it really is dependent. And it’s really not a matter of keywords. What we do our approach is you come to us Mario and say, Hey, I got this widget. I want you to sell it on Amazon. We start by doing research going through this research process.

Mario Fachini [24:47]
Steven, clearly will edit this. Okay, it’s working again. Good.

Jason Boyce [26:05]
That was a total Zoom crash because my internet was fine. I check the speed test. Sorry about that.

Mario Fachini [26:11]
No worries, just pick up where you left off. I didn’t stop anything. It’s still recording and live.

Jason Boyce [26:17]
Okay, great. So let’s see, picking…

Mario Fachini [26:20]
You’re talking about the process that you have, it’s not dependent on the keywords you have a process.

Jason Boyce [26:26]
Right, right. So our first step of the process is we begin to research to identify the highest volume, most relevant keywords for our clients product, right, so you want to sell the Mario widget, we’re going to try to find out what the essence of this product is. and identify not just keywords with high volume that are irrelevant, because it’ll hurt your score and hurt your ranking. We want to make sure they’re highly relevant, it means that if people search for this and see our product, they’re likely going to buy it. So we start by identifying those keywords, it could be six keywords, it could be 60 keywords Mario, honestly, it really depends on the product level. Then once we’ve identified those, we go through those four different fields on Amazon product title, bullet points, product description and then search terms and a couple of others. And let’s say the main keyword is Mario’s widget. Right? Let’s say that it’s Mario’s widget. So we’re going to have the name, the keyword Mario widget and the product title, and we’re going to duplicate it in one of those other fields. And that’s it. That’s all you got to do. If whatever that high volume relevant keyword is just make sure that it’s located in more than one of those fields.

Mario Fachini [27:40]
So when they’re searching for design here is more. So when you’re searching for it appears more than just that one time, it might actually be showing up five, six, or seven. And I’m just willing to bet if your competition only has one, two or three, you’re gonna be above them because you have it in there more.

Jason Boyce [27:59]
Well, you know, Mario, ironically, if you’ve got two or three placements, you’re good, it doesn’t matter if somebody else has more. I’ve run through the numbers. And we’ve tested this with our team. If you have more than two, if you do more than duplicate your keyword, there’s no real value.

Mario Fachini [28:16]
They just want to make sure you’re doing it professionally versus just slightly…

Jason Boyce [28:21]
Make sure that this is relevant. Okay, exactly. They just want to make sure that you’re not only announcing it as your product but you’re describing it in your description.

Mario Fachini [28:30]
And we ask you about the reviews. How important are reviews on a product?

Jason Boyce [28:36]
You know, reviews are really important. And sort of the method that I propose in the book is you have your own brand, you get a registered USPTO trademark. And there’s a program called the IP accelerator, which I described in the book, that’s a great way to get a trademark and get Brand Registry. So you can get a Brand Registry where you are the authority for all of the content on Amazon for your brand. And that’s that’s you know, that’s really important. Another benefit of this Brand Registry program is when you launch a new product, you can go out and give it away. You know, Amazon will let you do this though, you can give away up to 30 of your products through a vine program. And they will give those products away to real Amazon shoppers who will receive your product and leave what they claim is an unbiased review. Now you can’t do that on your own Mario you’ll get suspended but you can give away your product to Amazon buyers in exchange for 30 reviews. And like I that’s the only way you should do reviews and the natural way to sell more products. If you do anything nefarious, if you outside of this network is by network, you go out and you pay somebody, you give them a free product in exchange for review and Amazon finds out not if but when they’ll suspend you. They’ll take down your listing, you have a couple of offenses and then you’re done. You’re done selling on Amazon and your privileges will be taken away long term. So I’m a big believer that reviews are important. They’re not nearly as important. Part of that algorithm is search, find buy. But if you think about it, you’re comparing a couple of products on a search results page, one’s got 10,000 reviews, one’s got 50, you know, you’re probably going to take a look at the one with more reviews, you may get a higher click through rate. But if you’ve done everything right on your listing with the 50 and people click through, and they see you’ve got this beautiful presentation, you tell him what’s in it for them, you know, you’re doing great benefits marketing, and you sell it, you do just fine. And over time, you’ll go from 50 to 100 to 1000. And you’ll build up reviews naturally. So that’s I think that’s the way to focus on reviews.

Mario Fachini [30:39]
So I would never tell anyone to pay for reviews and have just just random stuff on there and everything. But to have a better context. You’re saying if you ever give anything away for free and ask for review, they don’t like that. But even if you say, but you’re selling it and asking for a review, that’s fine.

Jason Boyce [30:59]
Yes, you can sell a product, people will pay full price for it or even on a sale price. And when they buy the product, if you ask them for review, you can absolutely do that. You can do it within the Amazon channel, you can ask them one time and one time only. If you ask them more than once your privileges for sending unsolicited messages to your shopper will get revoked. So you can only do it once. So that first message Mario better be good, please, you know, thanks for buying my product. Thanks for buying my book, please let us know how you felt about the book by leaving us a review. Here’s a link.

Mario Fachini [31:35]
Interesting.I didn’t know you could message.

Jason Boyce [31:40]
It’s very restrictive. You can through Amazon Seller Central through or through some we use feedback genius another seller labs product, which is great. But there’s a lot of others he kind of econ engine and others.

Mario Fachini [31:54]
But they don’t want to spam their software system. Just asking every three days or something?

Jason Boyce [32:02]
Yeah, they will, they will shut you down. They will shut you down if you spam.

Mario Fachini [32:06]
And again, I’d never advise that. But it’s interesting, because it’s like, there’s these things here. And I think maybe people don’t talk about it because they obviously haven’t done it as much as you haven’t to. It’s so restrictive. Like you’re saying, maybe they just don’t even bother with it.

Jason Boyce [32:24]
Yeah, I mean, you know, this goes back to what we discussed earlier in the show, Mario, which is, Amazon requires a different mindset. You know, if you sell your physical product to a brick and mortar store, you give them a price, you sell it to them, maybe you give them some markdown money and maybe you give them an ad budget, a percentage of the sale. But that’s it, the rest is on them. That’s not the way it is on Amazon, even if you’re selling to Amazon versus the way I’m a proponent of selling on Amazon through Seller Central. This is a DIY platform, you have to do this yourself. Amazon is not your friend. And they’re not going to lift a finger to help you. But they will provide the tools for you to follow through and help yourself earn success on the platform. But you better not break the rules. If you break the rules of kicking off the platform, and then you’ve just said goodbye to half of the online market share.

Mario Fachini [33:15]
Wow, that’s a great Expert Authority Insight because that is definitely a different mindset than oh, they should be helping me this and that but it’s basically like go in your corner and shut up. But you’re still allowed to be here and you get access to our amazing audience.

Jason Boyce [33:33]
Yeah, look, I’ve been waiting for them to help me out for 20 years Mario, it ain’t gonna happen.

Mario Fachini [33:37]
Maybe next year.

Jason Boyce [33:39]
Maybe I keep saying that every year, maybe next year, maybe next year, Amazon will reach out and help me grow businesses. But no, it doesn’t happen. They’re like they’re great. They’re great. They got all the customers, they got the great technology, they got the supply chain, the delivery network and then membership of 150 million prime subscribers, something like 126 million here in the United States. That is basically the entire buying public in the US.

Mario Fachini [34:07]
That’s pretty awesome. So I have one more for you before we go to the Imperfect Action Round and thank our sponsor and it is the Wheel of Whatever. Is it gonna land on yellow or black?

Jason Boyce [34:27]
It’s gonna be yellow for sure. I’m just liking my odds with yellow.

Mario Fachini [34:35]
There we go. So my question for you. My question for you is what is a brand you would love to work with that you haven’t yet?

Jason Boyce [34:50]
Nike. Let me set up your third party seller account and clean up that mess of Nike listings at 60,000 strong mess of listings on Amazon, they famously abandoned Amazon because they didn’t know. It was worse than that. They didn’t know that Amazon was a DIY platform. They made this big famous deal many years ago that Amazon was going to take care of them. Amazon lied to them and said they were going to take care of their brand cleaning up, they wouldn’t do it because they didn’t understand the platform. And then Nike said, we’re done with Amazon, we’re not going to sell on Amazon. But here’s the thing, pull up your phone right now and do a search on your prime app for Nike shoes, there’s 60,000 listings, and they all look terrible. They’re all awful. So if Nike had come to the table with a third party strategy, with the right law firm, with the right channel control plan, they could be crushing it on Amazon and protecting their brand integrity, their brand pricing, etc. And so yeah, give me a call Nike. I’m waiting. I’m anxiously waiting by the phone.

Mario Fachini [36:00]
Well, that is a great one. And I’m trying to think of I know of anyone that has any connections. But if I ever do cross pass, for sure, I’d love to help you with that. But I’m going to retract what I said about maybe next year, if they’re ignoring Nike with 60,000 products. And I did not know this. Let’s let’s give them the benefit of the doubt, maybe two or three years. What do you say?

Jason Boyce [36:27]
Every year? That’s a good bet, Mario.

Mario Fachini [36:29]
That’s more realistic. We’d like to ground our delusions in reality. All right, we’re gonna thank our sponsor and come back with the Imperfect Action Round.

Sponsor – Free Business Book Publishing Course [36:40]
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Mario Fachini [38:10]
And we are back with the Imperfect Action Round. Jason, are you ready to take Imperfect Action?

Jason Boyce [38:18]
Let’s do it. Mario.

Mario Fachini [38:20]
I got three questions for you. 60 seconds or less answers. The first one is what is the fastest path to the profits?

Jason Boyce [38:30]
Fastest path to profits would be to develop your own brand in today’s day and age, come up with your own brand. Make it amazing. Make it you know, put all of your heart and soul into it and go direct to the consumer. The days of distributors, the days of wholesale are over, make your own brand, go direct to consumers.

Mario Fachini [38:51]
Excellent. Number two, what is the biggest problem you see your prospects making in the fastest way for them to fix it?

Jason Boyce [38:59]
So many problems. How to narrow it down? Look, I would say as it relates to my client base, which are folks with great brands, great products looking to have success on Amazon. It’s forgetting everything you know, forgetting everything you know about the success you had on TV, the success you had selling to brick and mortar chains because it requires an entirely new mindset. You’re no longer selling to human beings. you’re feeding the algorithm. And if you know that and you know how to lay the foundation. You’ll be a much much happier business owner.

Mario Fachini [39:36]
Number three, what is the best way to maximize customer lifetime value?

Jason Boyce [39:43]
Oh gosh, treat those customers better than you treat your wife. You know, the great thing about Amazon is the Amazon shoppers will tell you when something is wrong with your product. They will tell you in the form of reviews, the best thing you can do and look. A lot of brands and I was guilty of this too in the early days Mario, this is your baby, your product is your baby. You don’t want anyone calling your baby ugly, right? But if you can set aside your ego and your feelings and just say please, customers, tell me more about what I’m doing wrong, identify it, take action to improve that in your product or service. And then shout it from the rooftops, you will become a best in class in your category, you will become best in class in your services business as well. Listen to those customers. It’s better than a focus group. These are people who paid real money for your stuff or for your product, listen to them and make them happy. And you know, there’s a big pot of gold at the end of the rainbow when you do that

Mario Fachini [40:41]
It;s a great Expert Authority Insight. Thank you for sharing it. What books would you recommend to Expert Authority World?

Jason Boyce [40:49]
Oh, boy, that’s a good wall, the Amazon Jungle. If you’re going to be on Amazon, you gotta have that right. That’s the book of the hour right now. You know, when I was when I was back in the Marines before, when I was thinking about becoming an entrepreneur, I read Robert Kiyosaki his book, Rich Dad, Poor Dad, if you’re kind of out there, and you’re not in business yet, but you’re thinking about making the leap. It’s a great book to read, to sort of get your feet wet in terms of what are the true benefits of being a business owner? Look, tax season is coming up Mario, having your own entity is a great way to go through tax season, right? There’s a lot of expenses that you can run through the business, etc. So look, Rich Dad, Poor Dad is a great one. No, there’s a book called Blue Ocean out there as well. Rick has always recommended that to me, and I loved it. It talks about when you want to create a product, find something that’s never been done before or find something that hasn’t been done in quite the way that you’re going to do it. And it’s better than locking horns with big competitors who may be well funded, find your niche, take care of your customer and grow from there. And the Blue Ocean is a great book to lay out how to do that.

Mario Fachini [41:59]
Fantastic. Well, thank you for sharing those. Where would you like people to learn more?

Jason Boyce [42:06]
Well, you know your viewers Mario, feel free to reach out to me directly by email, just jason@Avenue7media.com that’s also my website Avenue7media.com. You know, if you’re thinking about getting started in the Amazon game or you’re in the game and it’s, you know, kicking your butt and you need some help, reach out, and I’d be happy to help you out.

Mario Fachini [42:28]
Excellent. Well, appreciate you sharing. And it’s been a pleasure having you on the show.

Jason Boyce [42:35]
Thank you, Mario. It’s an honor to be here. Thank you so much.

Mario Fachini [42:38]
All right, Expert Authority World. We have another great episode here today. I’ll see you tomorrow. Have a great day. God bless.

Sponsor – Free Business Book Publishing Course [42:47]
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