The Online Hustle Podcast
Discover secrets to e-commerce success as well as entrepreneurial journeys with 'The Online Hustle' podcast. Dive into insightful conversations with industry experts and innovators as they share their stories, strategies, and visions for the ever-evolving world of online business.
Host: Lewis Sweeting
The Online Hustle Podcast
S3 E8 Why clarity matters more than keywords for Amazon Rufus & Cosmo
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Silvia from Ecomm Hero Academy explains how Amazon listing optimisation is no longer just about keyword density, PPC spend or adding more variations. This conversation focuses on how sellers can use buyer intent, product imagery, catalogue structure and customer data to make listings easier to understand and more likely to convert.
Sylvia shares how her background in film, events and Amazon selling informs her approach to visual storytelling. She explains why brands should audit ownership and catalogue issues first, prioritise high-ROI listings, rewrite titles and bullets around benefits, and use images to answer real buyer questions. The episode also covers reviews, returns, packaging, premium positioning, AI versus real models, and why many sellers may have a structural listing problem rather than a traffic problem.
Takeaways:
- Start with listing control and high-ROI opportunities
- Replace keyword stuffing with buyer-focused clarity
- Use visuals to answer objections before the buyer asks
- Let reviews, returns and competitor data guide optimisation
TIMESTAMPS:
00:00 Meet Sylvia and where her creative approach comes from
06:20 Listing ownership mistakes and catalogue audits
09:11 Rufus, Cosmo and the opportunity for smaller brands
13:22 Turning titles and bullets into buyer benefits
17:35 Product images, buyer intent and visual clarity
23:31 Data-led optimisation, launches and variations
28:22 Reviews, returns and buyer objections as research
35:49 Packaging, creative support and investment choices
42:36 Structural listing problems and making products clear
48:23 Closing advice and how to contact Sylvia
Expand your business today: https://avask.com/find-your-plan/
Contact Silvia here: https://www.ecommheroacademy.com/book-my-call
Hi everyone and welcome to the online hustle for another episode, and this time I have Sylvia with me. Sylvia, welcome.
SPEAKER_00Thank you so much, Natalia, and to the Abbask team too for having me. And um, it's an honor and a pleasure to be here with you today.
SPEAKER_01Amazing. Well, just to give a bit of background on who Sylvia is, Sylvia is the founder of Ecom Hero Academy. Um, do you want to tell everyone what this academy is, what you do, how you help sellers? Absolutely.
SPEAKER_00We're having uh I've done it all. I've started as a seller, so I have almost a decade uh under the under the belt with Amazon and Amazon Craziness. Uh so started as a seller, built six figure six months with a Grammy trolley, and then I uh started coaching. Everybody was like, Silvia, can you help me? I want to start. So kind of automatically and very naturally uh started helping for wholesale. So we train on uh buying and selling within your own marketplace. We have helped so many sellers going from totally zero to the first six figures, multiple six figures. And then I started the agency because one of the brands we used to sell as a reseller got uh 84 agents removed overnight from the catalogue. And then I opened the studio in Tbilisi, so we are based uh at the south of London, but we have our agency studio in uh Tbilisi. We do photos and creatives, and we we build uh incredible listings uh to sell, not to look pretty. That's a different, but we're gonna talk about it today.
SPEAKER_01Perfect, and that's the amazing thing I think about you that you started in the same position as a lot of people watching today. Uh, you were making £5.40, I think it was an hour originally, and then you built a seven brand seven-figure uh brand. So you've done it all, and that's why I think it's incredible that now you can teach everyone how to do it as well.
SPEAKER_00Absolutely, because when you know the the pains, uh that you can help your clients, brand clients in this as well in a completely different way.
SPEAKER_01Yeah, perfect. And then you mentioned you specialize more on the image side of things, right? It's more the design, the image, the optimizing that that thing that we see on the Amazon listings.
SPEAKER_00Yeah, I I love the creative sides, and especially we rebuild the catalogue in a way that it converts more. So many brands have so many different variations and colors, but they don't mix the colors. They think they just need to um make the fabric organic or just you know, ramp up the Amazon PPC ad spend. When in fact, uh just being creative and understanding who is your buyer, who are your officers, and why they're looking for your product in the first place and representing them as well and answering all their questions uh in the images. Uh, of course, with Cosmo and Rufus, we're gonna talk about that so that yeah. Um, but it has complete Cosmo and Rufus have completely changed not just Amazon, but just general.
SPEAKER_01Yes. Definitely. And you talk about creativity. Where do you think this creativity comes? Because it is obviously a natural thing that comes from you. I think you used to do events, right? Is that maybe where you come from?
SPEAKER_00I back in the days. I wanted to be an actress, so I've been to uh acting school, and then I pivoted into events, so I was running uh red carpets and talent handling for 20th century Fox in Italy. So I've handled like people like Steve Spielberg, Bill Murray, you know, working movies like Rush and Lincoln. So I think my obsession for detail, being detail-oriented, and the details, when you are behind the scenes in the movie and TV industry, you realize that one, you have to be detailed obsessed, uh, without getting into the paralysis, analysis paralysis, of course, but you have to be everything is intentional. Lighting, uh, cameras, pointing angles, like everything has uh is there to provoke a feeling. The audience and the person that like movies too. Yeah, you're right. And TV and TV shows, you know, the weak colors and lighting impact. And of course, then I brought it into e-commerce. Uh, it just part of who you are and part of your luggage, and yeah, so amazing.
SPEAKER_01Yeah, I mean, this is more of a personal question for me, but do you miss that that lifestyle, the movies, the TV shows? Because that is incredible. I know e-commerce is incredible too, but no, no, I we don't meet a lot of people that you know like handling those levels of talents is not easy.
SPEAKER_00Okay. Amazon salaries are easier. A lot a lot of primadonna in the Amazon world for sure. Don't get me wrong, we all know, but uh it is it's not an easy job. And what I want was to be at home and be my own boss, and uh not having anybody telling me when I can and cannot go for a run, for a walk, and um to to be with the people I love.
SPEAKER_01So that's why and that I mean that's why a lot of e-commerce sellers start this journey because that's the end goal, isn't it?
SPEAKER_00So yeah, so many say financial freedom, but the financial freedom, like the first freedom is like what most people uh think and mean when they say financial freedom is actually the freedom of doing what you want when you want the people you want to be with. Amazing.
SPEAKER_01Okay. Well, you've obviously had an incredible background. Moving on to more of the optimizing and the listings and the imagery. What's maybe like the the craziest mistake you've seen that someone's done that you just thought, oh god, why did they even do this in the first place?
SPEAKER_00I'm I'm sure you've seen it all, but if you can think of the most crazy one, there are so many, as you like uh I still nowadays it still surprise me, but it doesn't anymore. How huge, huge brands we're talking about? Corporation, they are not the owner of the listings on Amazon. So some of their best sellers, most algorithm-like, um, with hundreds or thousands of reviews, are not looking at the brand umbrella control. They don't have a brand store, they were set up by resellers back in the days, they have wrong UPC numbers, wrong GT numbers. So the first thing we do step by step is that we do a whole audit of the situation, and then we are able with a very strong tech team to get those listings back in the control of the brand owners. And then once they're back in control, then we can say, okay, let's redesign what is going to what does make sense. So, how can we put this product maybe with this product and just remove the overload of the choice and the decisions from nowadays buyers? Because Amazon buyers are completely different than uh the way people buy on TikTok, for instance, or on eBay or other platforms. So everything is about getting back in control of these huge assets and then starting from there. What makes sense uh emotionally and financially, of course, to be put together or to remove from the catalogue, really. And the other one that literally the brands look like they are an information leaflet, which we all know it doesn't really work on Amazon.
SPEAKER_01Okay, so when you've done this audit, you do you check all the different listings. I mean, we're talking sometimes clients have loads and loads of products. How do you know which ones to start off with? To say, okay, these are the red flags, these are the focus points right now.
SPEAKER_00Uh we always start with the highest ROI in mind for the client. So if they have like a product that organically, so they're not running PPC, they don't, it does not belong under the client umbrella, uh, but it makes a lot of money, and we know that maybe there is a trend or is uh all-year-round, then that's where we start first. Um, so we don't fix all at once. I would never recommend any you know, small, medium, big brand owner to fix everything at once. Because of course, when you change everything, you don't know what is really making the impact and what you should is then it's gonna take more time to keep changing things. But um, everything needs to be Cosmo and Rufus. So, you know, the Cosmo and Rufus. Uh now you cannot ignore them. But at the same time, Natalia is honestly the best opportunity for small and brands that I've ever seen. We have brought clients into extremely overloaded niches, saturated with you know huge um Asia competitors, thousands or hundreds of reviews that have been there for so many years in the top 10, and then with 10 buying reviews, a bit of PPC while being profitable, we got them to the top three rather than before you could never do that.
SPEAKER_01You could never do that. The focus before was keywords, and it just took a lot longer to get there, right?
SPEAKER_00Yes, and especially so these huge competitors were based on make a lower the cheapest price as possible and push with fake reviews or real reviews, we all know that. Um or a huge spent in PPC because for them it was everything that was m that mattered really. And sometimes they just wanted to to sell the brands or sell the store. So they didn't really care about the the end buyer, then consumer. So when Cosmo and Rufus, I love them so much for this, because they put everybody almost on the same level. You have the same level of opportunities because these guys, Amazon used to work like this whatever works, do not touch. So everything is really old, and nobody wants to touch any panel listing because if you touch something, you're gonna lose all your ranks and and all of those fears, which were very much legit with Amazon, um, but at the same time, it's like okay, your images look like you got them from your supplier. There is no avatar, and you have to show the people that miss that is gonna look for your product, show the age range, show the uh the differences. If you sell cosmetic and if you sell like Korean skincare, when you talk about say for all skins, you have to show all those skins and all the types of skin too. You cannot ignore these because then Cosmo understands the intent and Cosmo and Rufus appreciate clarity. And if your images are just feature leaflets and not benefit driven, and it it just doesn't work anymore.
SPEAKER_01Yeah, yeah, you I love how you keep saying uh the word opportunity because this this these new features are opportunities, but when I talk to a lot of sellers, everyone's quite scared. Um, probably because of what you said, they put all this effort into keywords, their listings, everything. And I'm not saying it was for nothing, but it the game has changed. So now they have to do it again, and they just think, well, why did I put all those efforts in in the first place? I now need to change it. The the field is an even playing field now, so it's it's that's people are scared. Um, but you're calling it an opportunity. So I guess now is the time that we should be talking to our viewers and saying, okay, fine, you put that effort in. What can they do now, though, to make sure that they do see it as an opportunity? What's the first thing that they should be thinking about?
SPEAKER_00The first oh, there are so many. I would definitely start with the your like you put a lot of effort in the keywords, but now you launch, you have data behind what works and what doesn't work. So my suggestion is start with the easier thing, which is your time and your bullet points and your description. Are the bullet points stuffed with information? Make it benefit-driven. Now, with AI, it's so easy as well. You you can literally use perplexity or chatbt, put all the data you have in, or something like Manu CI, if you want something more like agent agentic than Chibt, and just put all the information you have about your keywords and your main competitors, and ask them to make a title and the bullet points that are feature focused, not keyword-stuffed leaflet information that is bullet points, and your title is not where you sell your customer. You have to make a title that is not overloaded with stuff that doesn't really matter. Um, for example, before you could have said baby blanket, baby blanket, so baby um essentials for your work. That was what mattered the most, the keywords. But now for Cosmo Rufus, you have to look into so after you do all your your title again and your your bullet, think about the the benefits. People want to get into your PDP um and in the product page and just get into the feeling they want to understand, they want to make um you have to make them feel heard. Oh, that's exactly my problem, right? This is how I feel and show them the journey of them, how they're gonna feel after why is your product different from your competitors, but don't say it, show it. So, this is why are so important. A lot of people, as you said, Natalia, still scared about Cosmo and Rufus, they don't understand, but Cosmo and Rufus appreciate clarity and they can if they if is a baby blanket, you need to think 100% cotton. Yeah, okay, we're looking for 100% cotton. And why? Why are we looking for a hundred percent cotton for our baby breathable all season? Can I swaddle him without him overeating? Like this is what parents are looking for, safety. So, what parents uh look for on Amazon first is safety, then they look for quality. So is this um the colors are the material is organic or is free of toxin? Is it certified or ecotext cotton? Like that you lead with trust, safety, and you have to do the same thing for all your categories. If a mom shop as a mom for a newborn, that is not how we shop for supplements for our partner, right? But the avatar is the same. I am the same person. Cosmo knows me, Cosmo knows everybody, they know how you shop, they know if you are an instinct buyer, if you really do a lot of research, and Rufus help the specific avatar to shop in the way they shop. Exactly. So Rufus Rufus brings me a lot around.
SPEAKER_01Yeah. Rufus would summarize, right? Everything that you put onto your listing. So you said about building a story, build a unique selling point. What are you trying to fix for the seller? And then Rufus would summarize that for the for the end buyer, right?
SPEAKER_00Just like Cosmo is gonna understand the intent and understand the buyer, and understand and needs to understand exactly what your product is, so maximum clarity in the listings and in the visuals, because Rufus reads the images. That's a huge difference and revolution. It's the revolution in the Amazon community. Uh Rufus reads the images, Cosmo and the intent. So when you say baby blanket, we go back to the example, it's like why why are we buying a baby blanket? Is it for safe sleep in the coat? Is it for your pram? Is it to travel? Is it for sensorial needs? You have to express that. So it's not anymore about, yeah, this is my leaflet, and this is how cool I am as a brand. Because nobody cares, with all the due respect, you know, we are all brand owners, so um, but that's that, and then being found by Rufus, being so clear that they match the for example, we work for like um a pet product, like a cat desk bed specifically. So the Cosmo knows that you have a cat because you buy treats, you buy food. So they understand that you have a cat, and maybe they understand that you work from home because you bought a standing desk or an accountaries, or you look for working from home or home something, home office, so they know. So then they're like, okay, I'm looking for they know probably which desk you have. Maybe you got it from Amazon, right? Like mine. Um and then they ask they understand, okay, she has a cat, she works from home, she has this desk, and it's like, find me. Like, I'm looking for something for my cat so it doesn't get on my keyboard. Yeah, so it doesn't disturb me. And maybe Cosmo knows you're a gamer as well. So hear that you type and it starts to recommend you items. Now it starts to ask you a lot of questions as well. Before it was like, hey, very schematic. Now they understand more, of course, and they ask more questions because Amazon makes it keeps you in the platform. Amazon and Rufus make sure you fully understand what exactly you're looking for. So then once it gets to your listing, you just need to use your visuals to close the buyer. That's it. It brings to your listing, if you do it right, it brings to your listing the person that is so close to put the thing in the cart, they understand that that is exactly it. So you have one job, one job only only, alongside all the craziness and solopreneurs, but you have one job which is yes, clarity, show me, show Natalia, show the buyer, uh, show the problem, this was your problem, that's it.
SPEAKER_01Done. So your image isn't it has to answer the questions that are being asked on Roofs. Yes. And I guess I mean it's easy said, but is it easy done? So how if we have go back to the baby example, how do you showcase on an image that it is safe, that it is soft, that it's breathable? Do you put the words next to the image? Like a more of an infographic?
SPEAKER_00Do you we do both, but we try to keep the copy to the bare minimum so we make it more um contextual. Uh so we were saying, for example, if you show um the the baby on the prom in the park, then you you can you don't have to write perfect for your pram. No, we see it. It's fine. You put pram in as a keyword somewhere else already, so it's okay. Cosmo understands Rufus matchar. So if someone is looking for baby blanket cramp, yes, he reads it in your keywords, he sees and he understands it in your images. He knows you are looking for newborn stuff. Maybe you don't ever not don't have to write newborn to Rufus. They understand so that because they know you as a buyer. And so they they immediately show you the one for the newborn. And if you show a newborn, it understands that's a newborn. So you don't have to say perfect for your say for your newborn. You compute newborn somewhere else, but it doesn't have to be where you show the newborn.
SPEAKER_01That's so it's just incredible because then Rufus will probably know that your baby was a newborn today, but then if you go back into Amazon in a year's time, it will also know that it's now a year old and it will start showing you different things. It's just the evolvement incredible. So do you have to then keep changing your products, or how often would you say to actually optimize your listings or just do a focus and that is your market? That's what you're going for.
SPEAKER_00So I'm talking a lot about the baby product because this can change examples. So we have literally, you know, saved their catalogue and then we start launching new products, optimizing the old ones, um, and launching more products, and now we are at the point where it's like, Silvia, let's launch more. And I'm like, hold on, no. Now we have to optimize because uh they in this case, for example, they have their own graphic designers in payroll on site. In that case, we do A to Z full management and the PPC side of things, but especially I design their next launches. So you come to me and you say, Civia, I have all these product lines, they have thousands and thousands of SKUs, they have like almost 10,000 SKUs off Amazon. And it's like, we're thinking to launch X, Y, and Z. It's like, what do you think? And then you go back and you always make them make decisions backed by data and the data and also the competition and the niche. And sometimes, like, for example, we launch um a baby hooded towel, and baby hooded towels are so hard because it's so saturated, it's so um, it's really really hard. We brought them to number two, fully profitable just because we understand the how which colors put together. Should you do a pack of one? Should we do a pack of two? Um, and how to uh show the visuals, so how to be good for call understood by Cosmo and recommended by Rufus. That's why they got there now. When they're like number two between people with over 3,000 reviews and 500 and something reviews who have been there for years, and they're there with like 90 reviews, just hanging around and being fully profitable. And I was shocked myself, I was shocked myself because I was like, there is no way we can do that. But I was like, I'm like top three difficult. And instead, when you understand so well the real buyers, not who you is buying, so many brands they don't understand uh why people is actually really buying the product that we are searching for, right? So we make sure we show it, and sometimes we found Natalia very interestingly that you know, sometimes you say yes, show the is a gift, right? Is a gift. Number one, not every baby product is giftable and is not because it doesn't have a bowl or a box, just because some products are not giftable according to the data. But then sometimes you're gonna find that a specific product we find that is is bought and gifted by the grandparents, and sometimes the uncle, and sometimes is the best friend, they all are in different ages, age rank, they all have different racial background, ethnicity, and you have to show them because that's your buyer.
SPEAKER_01Okay, so does the academy then do all this research for the client? You go out and find who's the target. How do you also find maybe like the reasons behind them buying this? Because obviously, people don't necessarily disclose why they bought a set of nappies, they they just buy them. How do you know the purpose behind that buyer's intention?
SPEAKER_00So for me, it now becomes it's almost automatic. So many of the benefits for me, even if it's not my niche of because we work a lot with baby products and we have many, many supplements, but it it works for every single niche and every single category. Sometimes they come to me and they say, Oh, have you done this type of product before? It doesn't matter. Yeah, you can just do the research. Yeah, exactly. So we love taking the data from your listing if you have enough, of course. So your reviews and also your main competitor reviews. And we want to understand not what only what your competition is doing right or you're doing right. I want to hear from the people about what they don't understand, the missed opportunity to fulfill happiness. So has the product promised something that doesn't deliver, has the product being misunderstood? Because if you do your reports right and you listen right, you also save yourself a lot of returns. That's all you want. You save yourself. And answer you answer. That's why I love the fake tags and all of that. Because if you sh understand the buyer and why they're looking for the product, and you put it right in your hero image, you're like, okay, yeah, that's what I'm looking for. Click. That's not what I'm looking for. I don't click, I don't waste money. So you save in ad spend. And people don't understand your product, and you don't answer their doubts, their objections. It's like a save call, literally. It's what saves asset. It's not like off looking pretty. This is vogue. No, it's a selling, it's a selling mash.
SPEAKER_01And you talk about data, so you I find it really interesting how you even look at uh returns, because obviously return rate is probably saying something about your product or your listings or your imagery. Why did they buy it in the first place and then return it? Did it not actually answer what they wanted? So, what other type of data do you look at when you do that original audit or even audits in the future?
SPEAKER_00So, if you do have enough data, we of course look at your click-through rate, your convergence, your impressions, um, the behavior, uh, if it's a seasonal product, uh, like how did it go last year and how this year is? And then we we start implementing. I I always start with the research. You know, so many just want the PPC. We don't take anybody on board just for PPC. Because I know that is a good like marketing tip to get the client in the door and then say, hey, by the way, your PPC sucks because you need to redo the images. No, like we are very upfront, and this is how we like making business, which is always with the brand in mind. Everything needs to be win-win, otherwise, we we don't we don't want it. So we will never get anybody on board for PPC if we don't do the analysis, we don't understand the buyers, the features, the buyer behaviors, and what they like and understand, and what they don't like and don't understand about you, about your competitors. Uh you once you do it better than your competitors, unless they are you know they're winning because they're they went viral on TikTok or there is a trend, then you win because uh your buyers feel seen, feel listened to. It's like, oh my god, she's reading in my head. As a brand, you know, when you get into your listing, it's like oh wow, yeah, that okay, I think you have a few seconds not to look beautiful, but to answer their doubts. Can I swaddle my baby in this? Is it is it safe for him to work? Is it safe? Like, is the material breathable? Is it gonna get overheated? Can I use it in winter as a layer and in summer or no?
SPEAKER_01Like, yeah, it sounds simple, but sometimes it's like the easiest thing to forget. You just focus so much on your listing, on your bullet points, on your imagery, but it's what you say, are you actually answering what the buyer is trying to get? It's sounds simple, but yeah, obviously not.
SPEAKER_00It's everyone do it. Hard, very hard. You're right, Natalia. Is it can be very hard because when is your baby, is your brand, you think you have seen the same thing so many times, and you talk it through so many times that you are too biased, and then brand owners end up wasting so much time, so much energy. You know how many brands we got that came with for uh um came to me for full brand visual identity. I mean, we ended up doing their full brand visual identity. They thought, like, hey, I've done this with Chanjibiti, but like something like I think it's okay. And it's like, ah, it's not if you don't look premium, you cannot charge premium. And a lot of brand owners are they the small businesses do the products so well. So you guys are talking to everybody right now, every brand, you guys, you put so much love in creating the best formulation, and create using the best cotton for the blanket. You you you run your business and you build your brand with that at heart, you know, you're a customer, but then somehow you you get lost along the way and you don't understand that packaging is important, brand values, alignment, and positioning is important. Um for example, with a baby brand, we were saying let's do a gift package, right? Your product is giftable, you're missing market. So instead of launching out the 10 products, let's create a packaging. So we have designed the packaging, but then baby products sell because they are soft, right? You don't want to have something plasticky on your newborn, right? So they wanted the bag, we wanted a fancy, beautiful premium tube to stand out because nobody does it. They wanted something more like a um more manageable, shipping from China, etc. So they wanted a bag. So we had to find something that it was natural look because that they put so much love into their products. But at the same time, when you touch it, so imagine you get your product, this product is has is super soft. We're selling it the best echo text cotton, super soft, perfect for your newborn, and then you get it out of the box, you touch the bag, and it's like a Utah bag of potatoes. Immediately, like you ruin the whole experience for the buyer, even if your blanket is the best blanket, yeah, but it's the whole pack. So don't be scared to invest, um, don't be scared to ask for support because at the end of the day, brand owners should be focusing on something else.
SPEAKER_01Yeah, exactly. Leave leave everything to different experts. I mean, we always say that, but it's actually doing it. Um, so in the academy, I mean you've talked about obviously the research, the audit. Can you then also help with sourcing that soft bag and also help with the the graphic design? Like, how far does the academy actually so the viewers watching today um who think, yeah, I should just hire an academy to help me out right now. How much can you actually do in in the we can do basically almost everything?
SPEAKER_00We always say we can support you with the manufacturing negotiation and that part of the supply, but then I work with we have a huge, nice network of A plus players in the game. I always say, I don't believe there is one person that does it all perfectly. So um, if you come to me for your TikTok shop, I have some knowledge, but then we work with some of the top guys in the game for TikTok shop. So when you come to us, we make an overall analysis, and we can go with full brand visual identity from label, logo, uh, typography, um, packaging design. Uh, we go with like I have I work with one of the top product sources in Asia. He has built private label for Walmart, sources for Mattel, so top of the game. Uh, also, we do um A to Z, we launch supplements. I work with one of the top formulators, so we can actually find you manufacturers in your country, so locum, which is especially for anything that is uh supplements, is huge, give you immediate uh advantage and all of that, and then we can do full product, um, product listing design, creative design photos. We do photos with real models in T Blizz. So a lot of brands are actually going that direction instead of the eye direction. You know, there are a lot of products, so one thing for brand owners is this do not run like in this moment in time, there is so much information, Natalia, for any level of land owners. Do not waste hundreds of hours every week, every month, trying to figure out how to use this tool, how to use that tool, and which one is better. It's just it's crazy. And if everyone is going one direction, sometimes going the opposite direction pays off more.
SPEAKER_01So if everybody looks the same on Amazon and you look different, you want to look different and where models can maybe come in because then it's a unique face, a unique image, rather than the the flat ones we can get on AI.
SPEAKER_00There are some products and brands that are, you know, especially if you're tight in budget, I would rather you spend the money into your packaging design and look premium than do real models, for example, for but because we are in T Blizzy, we are able to compete with for 35-40% less in price than you can use. So we're still very competitive for our brand clients, but at the same time, also understand that a lot of brands want real models, and many brands actually, if you have a complex type of product, you have to invest somehow, otherwise, you're gonna be done else. And there is no good creative on Fiverr that can save you from not doing a 3D render properly. You have to invest somehow, otherwise, AI is not gonna understand your product and your creatives are gonna look terrible.
SPEAKER_01Yeah, but it's understanding that budget, yeah, and seeing what the focus point is at this at this moment in time.
SPEAKER_00Yeah, I I've I've took especially with a lot of new brand owners, it's like, yeah, but like doing a 3D render is I don't know, 300 to 500. Yeah, but like how how many hours is it's gonna take you to fully understand how to do it, or to go back and forth on fiber, finding someone that is cheaper, then get something that doesn't work, and then find another one. And your time is money, and every day you don't launch, you're losing money. So that's my recommendation. But be excited, be excited by Cosmos Worfus and understand that you can now launch and compete. We we are in the best era for e-commerce, like everybody's like Amazon 2017. No, no, no.
SPEAKER_01The amount of times that we hear that. But you're right, everything is changing, but to an in to an interesting place is it's incredible the opportunities that everyone will have.
SPEAKER_00Yes, especially the ones that don't have huge teams and they don't have huge budgets like I didn't. Um, so that's why I'm so excited for Emily Brad Brothers, because you don't have to have like every single resource that these guys have to compete against them.
SPEAKER_01It's going back to what you said at the beginning, is leveling the playing field, everyone is in the same position no matter where you're based, no matter your budget.
SPEAKER_00I see them behind, Natalia. I think your main competitors, if you look at these huge guys, they are behind. If you optimal and you do it properly, speaking to your customers and showing your customers, you can skyrocket compared to these guys because when understand that when when a company is huge, every decision can take months. That's true. And whereas if you're a team of five being fast and decry that you know, investing that money in someone that can get it done and understand exactly what you need and how things should look like is gonna make give you a huge competitive advantage because those guys are working on it, but they're low. Yeah, yeah. We'll see. So don't make yourself slow thinking that you have to do it all, you have to understand it all, and you can save money, you're losing money.
SPEAKER_01Yeah, I mean, you said uh throughout the entire episode, you've said some incredible tips. You if I remember you said uh listen to your customers and answer the questions that they're asking or their pain points, fix their pain points. You don't need a huge budget, how things are changing because the the playing field is even. So now it's just a m a matter of changing your your imagery and making sure again you're answering the first question. And then the third one that you said is think fast. Okay, it's not all about making the strategy and seeing at what point you launch and act fast now, and then Rufus and uh Cosmo will do the rest, and eventually you'll get the clients.
SPEAKER_00Let's put it this way. Because if you do it wrong, if you do it wrong, the problem is that people think they have a traffic problem, brand owners think they have a traffic problem, but they have a structural problem. They're rather traffic from the SEO from your title that picks leaflet instead of benefit uh up to your bullet points, which again is like me, we're amazing. Uh so many brand owners make that mistake. It's like nobody cares, nobody cares all about the cut the buyer, it's not about you.
SPEAKER_01Yeah, if you think about huge brands, right?
SPEAKER_00Like, imagine like Nike. Just do it. No, like we are amazing. Look how many nobody cares, nobody cares. Like how I'm gonna. This is how I'm feeling now. This is the problem I have, these are my questions about the product, and this is how I'm gonna feel after. Exactly.
SPEAKER_01Feeling provoke a feeling, yes, and understand the buyers.
SPEAKER_00You cannot do products anymore like same product, 300 colors, 500 sizing, like you're just missing money. Make it small, make it easy, don't launch with 2050 variations, just don't. Overload your buyer because buyers leave.
SPEAKER_01Yeah. When you see it's overstimulus, isn't it? And then they just end up not buying.
SPEAKER_00I'll give you another one, Natalia, for the brand owners watching this. Like don't don't don't create it in a way where you think you have to overdo it. Make it clean. People don't buy, and I did this mistake with my private label back in the days. I like people don't buy the best product. People buy what they understand. What's best for them. What's what if they understand your product? You know, it's like, oh, I understand the that this supplement is for me because they're showing me, right? Um this product is for me because it's written. Like if you think about like one of the main niches where so many men are going is menopausal supplements, right? So you need to show and understand. So when the buyer comes in and says, I read menopause, fine. I told Rufus menopause, fine. When the person gets into the listing, it's like, okay, I understand this is for menopause because it's written, and I ask Rufus now. Let me verify. Then you see yourself, right? And the question is like, I find I'm looking for a supplement because I'm feeling this way. I have these problems, I have these symptoms. Is this me one? Is this this is this product talking and showing the symptoms I'm experiencing? So when you do monopause supplements, it's like um sweating at night, right? Night. People are looking for that. Like, is this gonna make me feel not sweaty at night? You have to show that that's what it is. You don't write a leaflet, nobody reads on Amazon, guys. You want to show it, you show uh and it's like, how do I show uh non-sweaty night? Relax woman laying in bed sleepy and happy. You don't have to say, I guess the night sweats and put all the pro and cons show that, show how it is before, how is it after?
SPEAKER_01Definitely, because a woman looking at that image will then think that's how I want to feel tomorrow, so I'm gonna buy the product.
SPEAKER_00And it's like feel yourself again, you know. Why are we different? It's like they don't you want you have to understand the word they use. I don't feel myself again. Use it in your listing, feel yourself again. That's it.
SPEAKER_01That's all you exactly the same thing, it's so simple, but that woman reading it will just feel identified, exactly and that will make it there. They're reading my mind, they understand me. Exactly. You know, well, I mean, with that incredible um advice, I think you've basically summarized what everyone watching should be aiming for. It's answering your set your buyers' answers, their thoughts, their feelings. Is that it's it's your background, basically. All that you that you used to put in TV shows, movies, uh everything that we feel when we go to the cinema, that's how we should feel when we're buying a product. So I mean, you've given such good advice in today's episode. I hope everyone watching will start thinking. I think that's what we're trying to spark. Just everyone thinking, trying to come up with ideas, contact the academy if you need any help. Um, and with it, I think it there's just such incredible things coming up. Um, and everyone can utilize these the systems, this algorithm. So incredible.
SPEAKER_00And with us, Natalia, you know, we're we're we don't work with everybody, we're not gonna make working together. But what I always want to make sure is that you live with with some knowledge and with some value from our discovery calls. So don't be shy. There is no hard selling, anything like that. Just send us an email at info at icomperacademy.com or uh follow me on TikTok or uh uh Instagram at Silvia Icomro. Send us a DN like again. If we can work together and help you, beautiful otherwise, we're gonna make sure that you live with value.
SPEAKER_01Amazing. Well, thank you so much, Sylvia, for joining us today. It was an incredible episode, and then hopefully everyone's taken something out of it. They might see you at events. I mean, you're very inspiring. So thank you everyone for watching.
SPEAKER_00Thank you so much, Natalia and the Avasque team, for having me,