Andy Humphrey, aka ‘the Sprinkler Nerd,’ is our visitor on the Niche Pursuits podcast this week.
He owns and operates SprinklerSupplyStore.com, an e-commerce enterprise doing over $1 million in gross sales on Amazon, and a number of instances this by means of their very own web site. He has began many e-commerce shops, starting along with his Christmas lights retailer ‘Super Twinkle’ all the way in which again in 2004.
Andy has nearly 20 years of expertise doing e-commerce, so he’s a wealth of data and recommendation. He was even one of many entrepreneurs on the second season of Shark Tank whereas in search of funding for his eco mower mission!
This interview is nice for anybody who's promoting (or needs to promote) merchandise on-line, and for everybody else with an curiosity in on-line enterprise.
Watch The Andy Humprey Interview
In the interview, Andy shares the story of how he acquired began in on-line enterprise.
He talks in regards to the vary of merchandise and types he has offered over this time. That contains all the things from Christmas lights and Christmas tree covers, to lawnmowers and sprinkler techniques.
He shares his expertise on Shark Tank, however his greatest takeaway was ‘to not financial institution your small business on one factor.’
Slow enhancements over time is what make individuals profitable.
Sprinkler Supply Store is his focus now, and is a ‘ardour mash-up.’ He loves irrigation and e-commerce!
Here are a number of the e-commerce subjects Jake and Andy cowl:
Selling on Amazon vs promoting by yourself web site
Dropshipping and personal labeling
How a lot that you must know to get began
How to seek out an e-commerce area of interest
The execs and cons of Jungle Scout
The advantages of promoting ‘non-sexy’ merchandise
Andy talks in regards to the significance of controlling your viewers and visitors (in case you are solely promoting on Amazon, is it actually your small business, or is it Amazon’s?), and shares what it takes to achieve success off Amazon.
Other subjects coated embody:
Speaking to the person when promoting
Building a distinct segment and model focusing on a persona
The intersection of commerce, content material, and media
YouTube and podcasting for e-commerce shops
Lastly, Andy imagines what he would do to switch a straight affiliate web site into an affiliate/e-commerce web site, utilizing Matt Giovanisci from Swim University for example. There are some nice suggestions!
If you need to get in contact with Andy, head to andyhumphy.com or take a look at the Sprinkler Nerd Community to see what he’s doing over there.
His ultimate piece of recommendation:
Be somebody who takes motion on concepts!
Read the Full Transcript
Spencer Haws: Are you able to jumpstart at your subsequent large concept, then welcome to the area of interest pursuits podcast. It’s all about serving to you discover your area of interest, getting the motivation and techniques you want and rising your concepts into one thing
everybody spots right here and welcome again to the area of interest pursuits podcast. Today, I’m excited to introduce to you an interview performed by Jake cane with Andy Humphrey. Andy owns sprinkler provide retailer.com and he’s a really profitable e-commerce entrepreneur there. But as type of truly goes again fairly a bit additional all the way in which again to love 2003, 2004.
That’s when he launched his very first e-commerce web site, promoting Christmas lights truly. And he’s continued to personal that enterprise, I consider all through the years, however he’s moved on after all. And in reality, he was even on shark tank. The second season he was on shark tank and he had an. Eco mower was the model that he had.
And I’ll allow you to discover out whether or not or not he acquired a deal. But throughout this interview, you’re going to listen to a variety of recommendation from Andy on easy methods to change into an e-commerce entrepreneur, easy methods to discover merchandise and launch merchandise, and particularly the dialogue dives into easy methods to keep away from type of the jungle scout entice of launching a product that everyone else is launching.
Right. And so how are you going to be a trailblazer and discover these product concepts which might be truly going to work? And then past that, how must you be getting extra gross sales to your e-commerce retailer? Should you simply be happening Amazon? Or are what are, what are some concepts for content material advertising, YouTube and different issues that Andy is beginning to implement in his enterprise and is beginning to see success from.
So with that, right here’s Andy Humphrey and Jake speaking about. A complete lot of issues about being an e-commerce entrepreneur. So I actually hope that you simply loved this interview. And if you wish to comply with together with Andy, after all, go over to sprinkler provide retailer.com.
Andy Humphrey: Hey everyone.
Jake Cain: Welcome again to the area of interest pursuits podcast. My title is Jake cane and I’m your host in the present day, and I’m actually excited to welcome Andy Humphrey to the podcast. Andy’s acquired a variety of actually. Exciting tales to inform us about his journey by means of e-commerce showing on shark tank and type of what he’s acquired happening in the present day.
So we’ve acquired some actually good things for anyone that’s making an attempt to, or going to promote any merchandise on-line. You’re going to need to take heed to this full present. So with out additional ado, Andy, welcome to the present. How
Andy Humphrey: are you doing Jake man? Thanks a lot. It took me 16 years, however I’m lastly right here on the present.
Jake Cain: You did it.
Congratulations. I do know it is a pinnacle of your profession. Now we recognize you taking the time to be on. Why don’t you begin out and provides of us just a bit little bit of your skilled background or academic background type of earlier than you even acquired into e-commerce. I do know that’s going again some time, however give us somewhat little bit of that journey that type of led you into on-line enterprise.
Andy Humphrey: Yeah, completely. It’s type of, it’s such a humorous factor to assume again to your youthful self, you already know, and to me, I’m considering again to once I first acquired out of school, acquired my job. I’m sitting there like, how the hell am I going to achieve success? It’s such as you, you’re within the job that you've got. And you could be see both another person you're employed with or another person that you simply need to be like, or perhaps a residence that you really want and also you’re in your job.
And you’re like, God, man, this job, I don’t know if this job goes to get me there. Yeah. How’s it going to get me there? And in order that’s what I used to be considering. Always knew what I wished and realized that it wasn’t going to be, you already know, working in my day job that I used to be going to should take management of that.
You know? So for me, management of that was like, how do I make a greenback outdoors of my job? Yeah. That’s the place my journey began. Very cool.
Jake Cain: So what 12 months was that roughly once you have been beginning to have these ideas about, you already know, how am I going to get out of this
Andy Humphrey: job factor? Yeah. So 2002 is once I graduated faculty in 2004 is once I offered my first widget on-line.
Jake Cain: And what, what was the, what was the very first thing you offered on-line?
Andy Humphrey: The very first thing was Christmas lights. Oh, very good. Okay. Really tremendous tacky area title known as tremendous twinkle.com. I'm like so embarrassed, however Hey, it labored and it was catchy and I made my first couple of grand on tremendous twinkle.com.
Jake Cain: Very good. Yes. You all the time bear in mind these first that first greenback that’s first gross sales on-line and it’s very energizing. So how did you, like, why Christmas lights? Like, how did you at
Andy Humphrey: the start going by means of that, I truly suggest that everybody go searching them. So there’s issues that we. Have in entrance of us or if we’re not proper in entrance of us, they’re inside like an arms attain both of ourselves or our community.
And so for me, I used to be working for a wholesale distributor of irrigation panorama lighting elements. And then I used to be an account supervisor. So I used to be gross sales. And a part of my job was to show contractors. These could be irrigation and panorama kind contractors, easy methods to set up Christmas lights as a service and the lights that we have been promoting on the time we’re this was earlier than or led as properly.
So these lights have been presupposed to be new, progressive. The wire gauge was thicker. They have been brighter. They have been, you already know, lights that have been higher than what you could possibly get at ACE hardware. Lowe’s residence Depot field shops. Right. And so, and right here I'm like, my wheels are handing over my head as a result of I’m desirous to do one thing.
And I mentioned to the producer, Hey, is anyone promoting these lights on-line? And they mentioned no. And that’s why I mentioned that’s once I thought, okay, these lights are presupposed to be higher than you may get regionally at any field retailer. And nobody’s promoting them on-line. Maybe that individual might be me. Yeah. Yeah.
Jake Cain: Very good.
So, all proper. So you begin promoting Christmas lights on-line, the journey begins, proper. Did you we’re going to go from there, like how, how large did the Christmas gentle enterprise get? Like how lengthy have been you in that enterprise? And did you begin to see like, Hey, like Christmas lights, like this is likely to be my path out of the 9 to 5, or did you want know like this most likely isn’t it, however I’m getting a great, properly, it
Andy Humphrey: positively enabled me to see the trail out.
Now the trail out can also be a journey. Cause I additionally suggest to those that they could not have to get out. So I additionally didn’t. Not like my job. I simply didn’t just like the ceiling on what the earnings might be. Okay. So I preferred doing it, however I additionally knew there was a, there was an earnings ceiling that regardless of how a lot time I put in or how a lot cash I made for the corporate, there was going to be a ceiling the place I used to be stored.
And so, you already know, for that motive, I type of stored, you already know, the, the Christmas gentle enterprise, tremendous twinkle I assume you could possibly name it on the facet, however I, then I believed I’ve acquired two incomes now I’ve acquired my 9 to 5 earnings. And then I’ve acquired my earlier than 9 after 5 weekend earnings. And what occurred with the Christmas lights is that very same producer ended up inventing a Christmas tree storage system for synthetic Christmas timber.
And then they got here to me and mentioned, Hey, you must attempt promoting this this Christmas tree bag on-line. And I mentioned, all proper, And that labored as properly as a result of when you begin to be taught the techniques, and once more, these are the techniques from 2004, proper. Similar however completely different than in the present day. And me personally, what I did is I mastered Google AdWords pay-per-click promoting.
And it was, it, it didn't take me lengthy to comprehend that a part of incomes earnings is about what you promote and the typical order dimension transport, type of a number of the metrics that go into what you promote, since you may spend the identical period of time, effort, power, studying, all of that, to promote a $15 merchandise as you'll be able to, to promote 100 greenback merchandise.
So I type of discovered early on, given the selection, I’d moderately promote 100 greenback merchandise positive. Or extra. So that’s what occurred. I type of gave up the Christmas lights primary, as a result of the typical ticket dimension was smaller. Number two, trigger there was a good quantity of competitors that began to develop round shopping for Christmas lights on-line.
And shifted at the moment too, to promoting synthetic storage baggage for synthetic Christmas timber.
Jake Cain: Okay. Okay. So you began promoting the storage baggage for synthetic Christmas timber. And so how did that, did that take
Andy Humphrey: off and I nonetheless do it in the present day. The web site known as tree keeper bag.com. Oh, wow. Okay. And I’m not, I don’t make the product.
You know, the unique producer nonetheless makes the product we’re, we’re simply now type of determining easy methods to hitch our wagons collectively if you'll. Because 15 years in the past it wasn’t actually a direct to shopper mannequin. So the producer actually centered on, on the wholesale facet of the enterprise and I used to be specializing in e-commerce.
But that’s nonetheless operating in the present day. It’s it’s extraordinarily seasonal after all. Sure. Wow. But the way in which I take a look at it's that I used to be capable of be taught the craft or be taught the commerce. I believe that digital advertising e-commerce content material writing video, any of these items they’re they’re trades and you bought to be taught the craft and as soon as, you already know, How it really works, you'll be able to then begin making use of it to a number of various kinds of merchandise or no matter your, your product pursuits is likely to be.
Jake Cain: Absolutely. Yeah, no, that’s nice recommendation. I so let’s, let’s discuss then. So you continue to acquired that happening, which is spectacular. Like that’s a very long time in web world to have one factor that you simply’re nonetheless
Andy Humphrey: didn’t consider me, it’s been up and down. And at this level I actually focus extra and I’ve type of discovered this over time to give attention to profitability.
So it was most likely up till about three years in the past that I simply actually truly in the reduction of. You know, I’m like, I don’t should be shopping for gross sales anymore. There’s not an enormous lifetime worth. People don’t purchase a variety of issues over time. And so what occurred is I used to be primarily promoting half my stock at very low margin, however there was nonetheless burden on ordering stock, warehousing it, importing it from China, all these items that simply weren’t making a variety of income.
So I mentioned, you already know what, I’d moderately promote half as a lot product, however make the identical amount of cash. Sure.
Jake Cain: Yeah, that’s sensible. So one factor I need to to get into somewhat bit is after all you have been on shark tank many moons in the past. Probably what? 10 years in the past
Andy Humphrey: or so now? Yeah, it was season two, so truly precisely 10 years in the past.
Jake Cain: Okay. So speak to us somewhat bit about, you already know, you’re within the Christmas tree, gentle enterprise after which Christmas tree storage enterprise. I don’t assume it was that product that was on shark tank. So
Andy Humphrey: you began
Jake Cain: on the identical time and that’s what led you there.
Andy Humphrey: Yeah, principally, you already know, I in my pursuit of area of interest merchandise, let’s use the, the area of interest pursuits, which I believe is unbelievable.
And I’m a giant, large believer find a distinct segment. So in my pursuit of area of interest merchandise, I got here throughout the type of quaint push reel lawnmower. Okay. I type of, I don’t bear in mind precisely how I got here throughout it. But I discovered that there was a marketplace for it. It was gaining recognition, comparatively small package deal. So let’s say it was $20 to ship.
And on the upper finish market of those lawnmowers, they have been anyplace from 200 to $350. And that they had a strong, like 50% margin and nobody had created a distinct segment round it. And in order that was type of my aha second. I believed, all proper. Not solely are these type of quaint mowers making a comeback, however no, one’s actually put any branding, advertising or area of interest into this.
And I believed, that is, that is actually probably the most environmentally pleasant or eco-friendly lawnmower on the face of the planet as a result of there’s no batteries, nothing, you simply push it. Right. And in order that’s once I got here up with the idea for eco mowers.com that was constructed throughout these push garden mowers.
Okay. And so I. Started to do very well. And truly the primary 12 months that the Fiskars company launched their push actual lawnmower. We, I shouldn’t say we work collectively, however I principally offered extra of their push actual lawnmowers than all their retailers mixed. The first 12 months was like, it was that area of interest.
So then I had this concept to make my very own and model it. And a part of that was to capitalize on the mental property they've. So truly trademarked the title, eco mower and eco mowers for retail. And what I wished to do is construct not simply push garden mowers, however a number of battery powered or environmentally pleasant garden gear.
And in order that was just like the mannequin. That was the, my pitch that I introduced to shark tank. And after all. You know, they noticed me because the Yahoo with a push lawnmower that thought I may take over the world and eat me up and spit me out.
Jake Cain: Okay. So was it simply then once you began out, you have been simply drop-shipping different
Andy Humphrey: individuals’s notes.
I used to be drop transport after which I began warehousing. So what I discovered with drop transport, that is drop transport, you already know, 10 years in the past was that the information that they got here backwards and forwards from producer or wholesaler or drop shipper to the retailer was just about non-existent. So there have been many instances I'd ship a drop ship order and it might actually not exit the drop shipper simply wouldn't ship it.
I have been promoting merchandise on Amazon since 2014.
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Wow. And in order that buyer expertise that I wished to supply, I couldn’t, I simply couldn’t do it as a result of I used to be then placing the client expertise within the fingers of a 3rd social gathering. Okay. Expecting them to ship correct on time, et cetera. And it simply actually wasn’t, it wasn’t taking place. Or then an e mail me again and say, Hey, we’re offered out of that.
I used to be like, what am I presupposed to do now? Go again and inform the client. Sorry. And so we did that and it simply felt like the one method for me to be answerable for my enterprise was to type of be answerable for it as shut to finish to finish as potential. Okay. Okay. So then I began warehousing lawnmowers alone.
Jake Cain: Okay. But on the time you went on went into the tank, you principally have been dropshipping with this concept. I
Andy Humphrey: was truly already warehousing. Okay. I’m and what I used to be doing was I used to be utilizing shark tank to type of launch my very own mower. So up till then I used to be promoting different individuals’s mowers or different individuals’s product.
And I wished to, you already know, you could possibly name it non-public label. It wasn’t fairly, it was type of a combination, however develop my very own line of mowers and gear. Very good.
Jake Cain: So let’s take only a minute. I’m positive. You know, I simply should consider I’m a giant shark tank fan. I imply, most likely nearly all of individuals listening to us, watch the present, just like the present, watch the reruns on CNBC.
So let’s take a few minutes and simply inform us in regards to the highlights of that have. So you reached out to them, I assume they didn’t discover you. Was it,
Andy Humphrey: was it enjoyable? I imply, actually I watched season one and was intrigued by the entire thing and I believe I simply ran a Google search, easy methods to get on shark tank discovered what was, what seemed like a random e mail handle.
Okay. I don’t bear in mind precisely, however it was one thing like shark tank [email protected] Don’t, don’t ship an e mail to that. I completely made that up. It was one thing like that. And so I crafted an e mail one night time, fired it off and utterly forgot about it. Six months later, I acquired a random telephone name. From a California like Los Angeles telephone quantity late at night time.
Totally ignored. It, awakened within the morning, listened to the message. And it was a casting agent from shark tank. Wow.
Jake Cain: Wow. So then you definitely get a name again and then you definitely I’m assuming there’s some layers you must undergo from there. Like, did you must like
Andy Humphrey: yeah. And actually the layers by no means finish. What the, what, what occurs is that they do an ideal job of maintaining the entrepreneur on the sting of their seat in any respect moments.
So in case you’re going, in case you’re a shoe-in, let’s say they’ll by no means going to let you know that they’re going to maintain you on the sting of your seat, the entire, the entire course of. I imply, actually even, you already know, I believe they mentioned one thing to me like, Hey, Andy, it’s we all know it’s Thursday, however would you be out there subsequent Monday or Tuesday to come back out right here for filming?
We don’t know that you simply’re coming but. Right. But are you able to identical to pencil in these days that they actually stored you on the sting of your seat the entire time? Oh, my gosh. Okay. All proper. So thanks. See anticipation up that retains the entrepreneur like absolutely engaged and Yeah, it was, it was a superior expertise.
And my greatest win was I can go to any bar now and make a dialog with anybody. Right, proper,
Jake Cain: proper. Yeah. Any type of like group setting, you already know, the place you would want an fascinating truth or one thing like that. You’ve acquired, it made eternally,
Andy Humphrey: eternally. Right. Even if I acquired made enjoyable of which I completely did. I personal it now.
I’m not afraid.
Jake Cain: So you didn’t get a deal on this present. Right. But did it like. Did it go properly, like once you noticed an error, I all the time questioned this as a result of I’ve heard from different sharks and you may appropriate me if I’m mistaken, however I’ve heard like Damon communicate and that the pitches go method longer than what you see on TV.
So they’re slicing like very small elements of that entire dialog. I simply marvel how a lot in modifying, like what's, what got here out on TV, type of how I, like, you felt prefer it went or was it like
Andy Humphrey: you watched it? Some of it, however it was positively tv magic. So that’s the way in which I described shark tank is it’s tv magic.
And I believe that in case you’re listening and you consider why you want shark tank, in case you actually give it some thought, primary is as a result of it’s entertaining. Right? And it’s, and what makes it entertaining is it’s relatable and so they’re utilizing ideas which might be good ideas, however on the finish of the day, their job is to entertain us and maintain us watching.
And in order that’s what they do. I imply, it’s actually, yeah. And that is my very own opinion. It’s in regards to the offers, however the offers are there to maintain the viewers enthusiastic about, make an entertaining. And it’s actually, tv is leisure. And so for leisure functions, they do a unbelievable job. Yeah. Yeah. And it’s not sufficient you are able to do in 5 minutes on tv to undergo these offers and all the things.
So they do an ideal job of type of yeah. Entertaining us. Yeah.
Jake Cain: Yeah. So you stroll out with no deal. I, I assume perhaps deflating, I don’t, I don’t know in case you have been anticipating a deal, in case you have been identical to thrilled to be part of it, however what, what would you say? I imply, did you've got something you walked away with perhaps simply extra confidence or something you took away as like, like a extremely studying type of alternative from being on shark tank?
Like, did you are feeling such as you grew from the, from that
Andy Humphrey: course of? Well, I, sure. Yes, truly that, that you shouldn't financial institution your small business or any hope and dream. On one factor. Okay. It’s not, it's not about one factor. The enterprise world shouldn't be a one factor world. And so I don’t know that I used to be, however that was my greatest takeaway was that I believe that sluggish enhancements over time are what makes somebody profitable, not a one hit and perhaps music’s the identical method.
Right? One hit wonders right here in the present day, gone tomorrow. Successful bands are those which have a number of, of nice nice music over time. And in order that was type of my, my greatest takeaway. Yeah.
Jake Cain: Very cool, man. That’s an superior expertise. So the present goes dwell. Did the what’s just like the followup on the eco mowers?
Like what occurred? Did you get like a, a shark tank bump? Like, are you continue to doing that enterprise too? Is that enterprise gone? Like
Andy Humphrey: what’s I used to be truly type of disenchanted by the bump. Yeah. And once more, this was 2011, so. Yes. People have been on the web, however I bear in mind considering in my thoughts what that visitors would have price me.
Yeah. And it wasn’t that a lot. So let’s say, I believe there was perhaps 15,000 views on my web site or 15,000 guests, which sure, it’s rather a lot, however that’s not like 100 thousand or a half 1,000,000 or 1,000,000. Right. So I simply bear in mind being barely disenchanted by the precise visitors that was generated.
Jake Cain: So did you want, do you stick it out? Did you persist with eco mower
Andy Humphrey: factor? Yeah, I did for a short time. Yep. I’ve made a, made a mower imported it and actually simply stopped doing it as a result of there was different higher makes use of for my time. And at the moment I’d already began sprinkler provide retailer in 2010 and simply knew that that was going to be a a lot greater alternative.
So type of simply phased out eco mower because the stock went down. So there was actually nothing left and I nonetheless have. A handful of mowers that I maintain energetic as a result of I do have emblems for it. And I'd now doubtlessly in some unspecified time in the future, prefer to promote or license the trademark out. So I’ve acquired some that that’s energetic, however the web site itself is now not.
Jake Cain: All proper. So you already talked about a sprinkler provide retailer and you bought the candy signal behind you there, which is tremendous cool. So it seems like that’s clearly going fairly properly, and that’s a giant a part of your e-commerce enterprise in the present day. So why don’t you speak somewhat bit about that, of you already know, the, the early days after which no matter you’re type of snug with sharing with so far as how that’s going now and what all you’re doing
Andy Humphrey: for positive.
With, with sprinkler provide retailer. I often describe it nearly as a ardour mashup. So simply going again on the story we’ve already talked about, I used to be working for an irrigation wholesale provider. When I began promoting his Christmas lights. And I used to be skilled as a panorama architect. Actually, my diploma is in horticulture and panorama design.
So first job out of school, I used to be doing panorama structure, work, CAD design. Then I discovered the irrigation trade, like six months into my job. And so I made a, this was earlier than e-commerce, however I decided to not be in panorama anymore, however to give attention to that your geishas trade. And in order that type of led me down the trail of working for an irrigation provider.
Then I labored for a producer that’s known as Netafim. They make drip tubing. So I used to be a regional gross sales supervisor for Netta femme, and that type of began my. Gave me gave me networking alternatives. So I acquired to satisfy a number of suppliers everywhere in the nation and I used to be nonetheless doing the e-commerce. So I had two passions e-commerce and irrigation or sprinkler and sprinkler provide retailer is principally like a, a ardour mashup, if you'll, of my two enterprise strengths, irrigation within the sprinkler trade and e-commerce and nobody was doing it.
And so I fashioned a partnership with a wholesale provider, began sprinkler provide retailer.com and the remainder is type of historical past. Okay.
Jake Cain: So you noticed then simply that from being within the irrigation trade, was it simply sure issues that individuals simply couldn’t purchase on-line
Andy Humphrey: in any respect and also you, I couldn’t actually purchase any of it.
And the factor that was my set off was not one of the the normal wholesale gamers have been, have been within the sport and so they’re actually nonetheless not within the sport. We’re sitting right here in 2021 and so they’re nonetheless probably not within the sport. That’s how far behind. Sometimes the the normal world is of non-sexy suppliers, proper?
Wholesalers, distributors, producers. They’re simply catching as much as e-commerce. Why do you assume that
Jake Cain: is? I’m simply curious, like, it
Andy Humphrey: simply appeared change is hard, man. So that’s the that’s e-commerce is definitely simple. So if you consider a giant group with 2,005,000, 10,000 staff, yeah. E-commerce is definitely fairly simple getting anyone to do one thing completely different and their job is tough.
And so the e-commerce and the digital transformation, it’s probably not about e-commerce or digital it’s about change administration. And so a variety of instances these large corporations have bother altering their techniques and processes all through the group. Wow. That’s why, man. It’s actually it’s that, it’s type of that straightforward.
Jake Cain: Yeah. Wow. So I don’t know what, you already know, what you’re snug sharing, if something, however give us a, an concept in regards to the success you’ve had right here with sprinkler provide retailer and type of how enterprise goes in the present day, if
Andy Humphrey: no matter, and we promote what I name opp different individuals’s merchandise and that’s by design as a result of the irrigation trade has heaps and much and many completely different merchandise.
And so, yeah, I may make a personal label, you already know, hose and garden sprinkler most likely put that on Amazon and it is likely to be one thing that I think about sooner or later. But proper now it’s making an attempt, we’re making an attempt to take the normal expertise of your entire elements and items for an irrigation system and convey it on-line.
And what I’ve been growing. There’s two elements. One is the sprinkler provide retailer.com the precise web site. Then the hood, what I constructed that I referred to is the sprinkler achievement community. Okay. And I’ve strategically aligned with one of many massive nationwide wholesalers. And so we, we combine and ship from seven of their places across the nation.
So it structurally seems to be like drop-ship okay, they’re doing the transport, however it’s absolutely built-in. So we, our techniques are all synced up. I can soak up an order, it’s acquired 10 elements. I can ship 5 elements from the New York retailer, 5 elements from the California location. And it’s absolutely built-in with stock pricing orders.
And so I take a look at these as two separate items. One’s that sprinkler achievement community that we’ve constructed. And the opposite one is the, is the.com. Well, actually simply making an attempt to, you already know, change the way in which individuals purchase sprinkler elements. And a part of that can also be the type of the human a part of it. Like what's the worth?
Right? Yeah. The outdated wholesalers mentality was having elements on the shelf is the worth, however you may get issues in the present day inside two days. So simply carrying an merchandise and making it on the market, isn’t actually worth. And that’s a part of what’s taking place too, with these conventional distributors and wholesalers is that the worth proposition is shifting.
So we’re having a variety of enjoyable with it. We do promote over 1,000,000 dollars on Amazon, you already know, in seven figures on our, on our personal retailer. Well, Amazon’s a part of it, however I can let you know that we’ve tried and tried and tried and tried doubtless in opposition to phrases of companies to transform Amazon customers to our web site.
And we simply can’t do it. Really we’ve we’ve given $20 reward certificates, no minimums. And they received’t use them. Wow.
Jake Cain: Just as like product inserts, principally like,
Andy Humphrey: okay. Yeah. Yeah. And what we do discover is on Amazon, anyone purchase like one substitute half. So let’s say Mrs. Jones or Mr. Jones to not be stereotyped, typing backs over a sprinkler, they’ll go to Amazon and purchase the one sprinkler on our web site.
They’ll purchase an entire cart stuffed with product. And so we actually take a look at Amazon is simply cashflow. Yeah. It’s decrease margin. It’s not our buyer, the probability of repeat enterprise, simply isn’t there. And so if somebody’s going to have that half out there on the market, then that may as properly be us, however it’s simply merely a money circulate that I need to take and reinvest it in our.com enterprise.
Jake Cain: That’s a great way to consider it. It is smart. That seems like a fairly slick, like intricate, most likely automated setup that you've got going, you already know, I’m excited about the early tales you have been sharing with you already know, wholesaling in 2005 or drop transport, I ought to say. And, oh, Hey, we’re out of that.
And that type of stuff, the place it was a way more clunky course of. It seems like no, in the present day you’re, you’re fairly dialed through which you already know, for anyone perhaps that’s beginning out or no matter would possibly sound somewhat bit intimidating, like man, you already know, Andy’s acquired all of it collectively and also you do which is nice for lots of these things,
Andy Humphrey: however not the way it began.
Like actually that's not the way it began. It was as a result of that turned the need. You know, so as to develop, you must scale, you must work out how the identical quantity of individuals. How you may get twice the quantity of gross sales utilizing the identical quantity of individuals. And in order that, that’s how we type of figured it out.
And I'd say that once you’re first beginning out, go for it. Like you don’t want any automation as a result of you've got time in your facet. And so producer may let you know have been out of it, then you definitely simply write a private e mail to the client. You inform them, however in case you solely have a handful of orders, that’s okay as a result of you'll be able to babysit them.
And so once you’re first beginning out, you’re watching, or no less than I used to be, I used to be watching all the things and I babysat each buyer interplay, each order. And then you'll be able to solely babysit orders for therefore lengthy earlier than there’s too many. And now you simply can’t babysit all of them anymore and you must have good techniques, processes and automation.
Jake Cain: Yeah. So you have been, you type of labored your method as much as it. I imply, ultimately it seems to be, you already know, perhaps intimidating, however in your case, proper? Like it began out type of clunky and such as you mentioned, you already know, babysitting clients and then you definitely simply type of determine it out as you go, which is fairly cool. So it’s one thing that’s attainable, however you you’ve executed it in steps, you already know?
And you’ve been doing it for a very long time,
Andy Humphrey: proper? Yeah. Yeah. And I believe that, you already know, bigger companies can be taught from this too. And I’m, I’m seeing this myself is a variety of companies need to anticipate all the things that may go mistaken and attempt to construct a system upfront for it. But what occurs is that they spend all their time constructing all these techniques for stuff they assume can occur.
And then after they do one thing, one thing else occurs they didn’t plan for. And so what they actually need to do is simply begin, take a danger, you already know, put one thing on the market, then get the suggestions, then construct a system for it. And as an alternative they need to type of defend themselves in opposition to all this potential danger.
And it’s like, So I type of give you that trailblazing idea since you may assume that there’s lions and tigers and bears and snakes and quicksand and waterfalls and all this shit within the jungle. Right. It may not be there. You acquired to simply begin strolling.
Jake Cain: Absolutely. Yeah, no, I find it irresistible. So let’s get into thanks for sharing that story and that’s it.
Congratulations on how properly issues are going. That’s unbelievable. And so that you’ve acquired a ton of expertise and information that you simply’ve type of been speaking about. And so I’d like to ask you some questions and so we will speak to individuals, listening to this podcast and get a few of your recommendation. And a number of the issues they'll, they'll take away.
If you don’t care only for anyone who’s perhaps listening, that’s fairly new to e-commerce. They’ve been excited about it, perhaps dipping their toe in it. You’ve talked about a few issues like drop transport, promoting different individuals’s merchandise you already know, non-public labeling, I believe. You’ve, you’ve executed somewhat little bit of, so in case you may simply type of set the stage for anyone that’s.
Beginning to promote on a few of these choices about how one can break into it. And then simply type of your ideas on it. Like for anyone beginning out, perhaps some execs and cons or simply how you consider these
Andy Humphrey: issues. Yeah. The very first thing I sorta take into consideration is a number of the smooth expertise that you simply want earlier than you even promote something.
And so sometimes the, the factor I inform individuals is simply go construct a web site. It appears counterintuitive since you would assume, oh, everybody is aware of easy methods to construct a web site, however lots of people that need to get into e-commerce promote on Amazon, they've by no means launched a web site. They could have on the minimal, perhaps purchased a site and so they would possibly personal that area.
And after all, a variety of you listening that understand how to do this simple, however that’s often the very first thing is a few smooth expertise like launching a web site that might be WordPress. That might be Wix. That might be Shopify. It doesn't matter launch a web site. Right. Just so you may get these expertise. Cause then it begins, you begin to assume, properly, what sort of a emblem do I need?
What I need the homepage to search for? How am I going to make that hero picture or that banner, then you definitely begin to understand, huh? I assume perhaps shoot. I acquired to be taught Photoshop. I imply, I do know I can get some stuff executed on Fiverr, however what if I need to change it or tweak it? And so I often suggest, you already know, studying easy methods to launch a web site studying some primary picture modifying expertise.
And once more, it doesn’t take a lot a few hours. You can be taught the fundamentals of Photoshop so that you're answerable for what you are able to do, as a result of I see a variety of instances individuals will put money into a product. Then they’ll rent a graphic designer. What they do is that they type of rent an outsource, all of these things, which prices them cash.
And then it, perhaps it doesn’t work out. But if it doesn’t work out, you need to maintain your price to a minimal after which you've got all the abilities, proper? So in case you do that all your self, you're the builder, then you'll be able to adapt to vary extra shortly. So that’s often my suggestion is, do you need to construct a home, be the builder, proper?
You need to promote one thing on-line? You’ve acquired to be the online builder until you've got deep pockets and it doesn’t matter if it fails. That’s a totally completely different story. Absolutely.
Jake Cain: Yeah. Okay, cool. So, yeah. So begin out by constructing it. That’s I believe that’s nice recommendation you already know, get your fingers soiled somewhat bit and studying by means of that for those that are excited about, you already know, ought to I be, ought to I be doing drop transport?
Should I be making an attempt to create my very own product? That type of factor, like for anyone that’s getting began, I imply, how do you, like, what are some questions individuals perhaps needs to be asking themselves, like, how ought to they be
Andy Humphrey: determining what’s? So there’s two, two issues. Number one is sure, you do need to promote one thing.
So, and it doesn’t actually matter what it's. You’d be higher off. Selling one thing and making 5% and even making zero, simply to undergo the method of getting one thing, promoting it, buying the client, transport it, simply to undergo the motions with all that in thoughts, I'd search for one thing that has the potential to promote both the identical factor many times, to a buyer or the place you'll be able to launch extra merchandise and broaden your product providing.
So for example, with my eco mower, it was a one hit, one hit marvel one product. I imply, I may have offered different issues, however they’re simply, they got here for the massive ticket mower. I had nothing else to promote them. And so I wasn’t capable of have this lifetime worth in, in, within the buyer. And so that's actually one thing to think about.
Sell one thing after which ask your self, what can I promote this identical buyer subsequent? And ideally be capable to maintain that buyer for all times. But even in case you can’t do this, the act of promoting one thing for the primary time is priceless.
Jake Cain: Yeah. No, that’s nice recommendation. So let’s discuss you talked about the time period trailblazer earlier, and I need to get into that and I do know I shared with you earlier than we began recording that I did somewhat little bit of Amazon promoting FBA kind stuff just a few years again.
And I did that with once I was working for Spencer full-time. And so on the time you already know, we used a variety of instruments like jungle scout looking for simply product concepts, simply stuff to launch, you already know, one thing that was going to be, not over-saturated that type of factor. But it was powerful. I imply, I felt prefer it was actually onerous and this was 4 or 5 years in the past, you already know?
So what do you inform individuals by way of being a trailblazer. And discovering a product. How do you advise individuals which might be happening that journey?
Andy Humphrey: Yeah. Oh man, that resonates as a result of I’ve used jungle scout too. And ah, it’s simply, it’s an fascinating factor. I have a tendency to consider it now nearly once you use jungle scout, you’re wanting within the rear view mirror, not ahead as a result of the information is one thing that’s outdated, however it’s not a full image.
So you don’t know what number of different hundreds of individuals on the market see the identical factor. And they noticed three months in the past and their non-public label product is in a container about able to land in lengthy seashore. So by the point you drop your cash to purchase that personal label product, they’re already listed on Amazon.
Right. Because that’s what everyone’s doing, proper? Yeah. And so I are inclined to need somebody to, and that is simply me talking personally, to love what they promote. So don’t go in search of some random widget. If potential, discover one thing that you simply already know one thing about or that you could communicate to, or that once you write up the bullets, you already know precisely what it's since you’re accustomed to it.
You know, and to seek out stuff that's not the place everyone seems to be wanting, proper? So that’s with jungle scout, everybody’s going to be wanting there, proper? And so when everybody’s wanting there, it’s going to, it is going to be aggressive. If not subsequent month, it’ll be aggressive subsequent 12 months. And as an alternative take a look at the issues which might be, which might be round you, you already know, specific issues that perhaps are, you already know, what you would possibly name non-sexy objects extra plain, Jane, you already know, I’m positive that there are, you already know, there are most likely nonetheless merchandise on staples.com which have a distinct segment marketplace for it on a, on somebody’s personal web site.
Okay. Right. Just, simply because somebody’s promoting staples is promoting workplace merchandise doesn’t imply you'll be able to’t take a mean on a regular basis workplace product and make it cool. Again, construct a distinct segment model, construct a distinct segment web site, give somebody extra use instances, actually, you already know, it’s not simply in regards to the widget itself. Okay. And to, and to area of interest down like that.
Jake Cain: okay. So in case you are you already know, anyone that’s going by means of this course of and let’s simply say we’re shopping for or bypassing jungle scout and any, any comparable instruments like that. It’s an ideal level. It was humorous listening to you describe that since you principally simply talked out what’s going by means of my mind about 5 years in the past, so far as I'm wondering if anyone else is like already seen this and their product goes to launch subsequent month after which have been,
Andy Humphrey: have been lifeless earlier than it hasn’t occurred to me.
So I’m simply saying it as a result of it occurred to me. I launched a vinyl report holder. Okay. A bamboo vinyl report holder, as a result of I noticed this on jungle scout. It was nice. No one was promoting it, you already know, and what I additionally didn’t understand is what that individual or hadn’t thought by means of is what did that vendor do to get in that place to get these gross sales?
Did they purchase all these gross sales? Where did the visitors come from to spice up their rating? There’s there’s simply extra to it than what meets the attention generally. Yeah,
Jake Cain: completely. Where I used to be going to go along with that was, you already know, such as you mentioned, wanting round you, so in your case you had type of the irrigation background and that, you already know, landscaping and the garden mower, all of it kinda ties collectively.
Just curious outdoors of that, anyplace else on-line. Like, I don’t know, like Facebook teams or I’m simply type of throwing issues out. Is there every other method outdoors of type of the normal instruments that you'd inform individuals to type of assist them within the brainstorming course of?
Andy Humphrey: I believe you simply talked about an ideal one, you already know, Facebook teams which might be.
Focused round your ardour, wherever your ardour is likely to be your passion stuff you’re enthusiastic about. And then I don’t actually use Reddit, however I've heard that teams and Reddit individuals will discuss, you already know, perhaps product enhancements, issues like that anyplace you may get some actual like person information, person suggestions.
And then, you already know, we’re in a, we’re in a spot with media that’s completely different from 15 years in the past. So all of the social stuff in the present day didn’t actually exist. Like we all know it again then. And I believe proper now, relying in your product, it might be a product that's actually not meant for Google buying or Google ad-words.
It is likely to be one which’s actually designed to promote properly on Pinterest or perhaps it’s actually one thing that’s an Instagram, you already know, actually a social product. And so I believe that the way you promote it may be very product particular. Also in case you’re an knowledgeable in Pinterest, Maybe discover one thing that, that you could match up along with your, your experience in that social media platform.
Jake Cain: Yeah. Very good. So I wished to ask, like, how do you stability this concept, which I completely agree with on, you already know, being a trailblazer, discovering one thing somewhat bit outdoors the field, that type of factor. How do you stability that with. I assume realizing, or having some degree of certainty that it’s going to work.
Like one factor about that, I prefer it. What about jungle scout or the explanation that the individuals use instruments like that's since you’re capable of see, you already know, gross sales rank and a few of this information. Yeah. And I’m, I’m positive you get much more of this than I do, however I've mates, household, no matter, as a result of they know that I’ve offered on Amazon earlier than that come to me with invention kind of concepts.
Hey, Jake, what do you consider this? You know, and so they need to give my suggestions. Like I’m some guru, however I discovered that a variety of instances, and we’ve executed this ourselves. As far as me and Spencer, after we have been within the Amazon sport, we'd attempt to be. Almost an excessive amount of of a trailblazer the place you give you one thing that we discovered that no one was actually in search of.
So it’s like a brand new product. That’s like, you already know, one thing that’s completely completely different and it simply, it simply didn’t promote. And so, I don’t know. Do you've got any any enter on, is there like an excessive amount of innovation that’s potential? Like how do you type of do one thing,
Andy Humphrey: ask your self why didn’t it promote? So a variety of instances we don’t reply that query and it is likely to be that there was no marketplace for it on Amazon.
That doesn’t imply there wasn’t a marketplace for it someplace. And it would’ve been that simply wasn’t value your guys’ curiosity to go work out the place that market was. And in order that’s a part of I’m a believer in having the fervour for it, as a result of then you definitely’ll maintain making an attempt. Okay. So it is likely to be, you gave up too early.
It is likely to be you didn’t, I don’t know, but when it’s one thing that you simply’re actually behind, you’ll carry on making an attempt and ultimately you'll discover them a marketplace for it, after which you'll be able to determine, Hmm. I lastly discovered the market. It’s not fairly as large as I wished it to be, however holy crap, that I discovered all these things alongside the way in which.
And I like what you mentioned about individuals come to you with innovations. That is so widespread. And if there’s, I want anyone would come to me. After they’ve already taken a number of motion in the direction of their invention as a result of it’s like, they need, they need to come to you with this concept after which assume you’re going to show round and like hand them the answer to eliminating it.
Right. Great. Go do one thing. I don’t care what you do. Go take some motion after which come again and inform me the way it went. Yeah. Right,
Jake Cain: proper. Yeah. No, precisely. There’s it doesn't matter what it's, there’s a protracted journey.
Andy Humphrey: Oh yeah, yeah, no, that’s actually prefer it. And now that I’m hate to say it now that I’m getting older, I’m now realizing that I have already got, I I’ve already, I’ve already made it to the top as a result of there is no such thing as a finish.
It is actually all in regards to the journey. Every piece of it, like what you be taught proper right here proper now, in the present day, even once you’re listening to this, even when it’s in six months and also you’re listening to this, it’s like, yeah, you'll be able to have an image of what you need to get on the finish, however that’ll all the time change.
There’s all the time one other and one other and one other and one other. And so you actually should nearly like look inside and be tremendous proud of the journey and with the place you’re at and having fun with, you already know, the teachings and the training alongside the way in which.
Jake Cain: Yeah. Yeah. I find it irresistible. I really feel like I do know you’re the way you’re going to go along with this.
But I need to ask you this query anyway, primarily based on a number of the stuff you’ve mentioned about simply begin a web site, get on the market and promote one thing, these types of issues, however for anyone that’s working a day job proper now, perhaps it doesn’t have a ton of financial savings to pour into stock. How small do you counsel that individuals begin?
Because that first concept who is aware of, you already know, if it’s gonna work, if it’s truly going to promote by means of what, what recommendation do you've got? I, I really feel like that lots of people. Get anxious about, and once more, simply mates that I hear speak, you already know, ought to I get a patent on this? Like that type of factor the place there, no, I really feel like actually far down the street
Andy Humphrey: and so they haven’t offered it, like getting a patent, in case you’re keen to defend it.
And most individuals would say, I’m not keen to defend it. Okay. Well then don’t get a patent. Right. So how
Jake Cain: small, I assume, do you inform individuals to begin? Like what, what’s a few of your recommendation
Andy Humphrey: as small as potential? I imply, actually, like, that’s why I say simply, if you wish to make, I’m simply going to make a, if you wish to make a grill accent, let’s say you need to make a brand new grill, like cleansing brush, construct a web site, like begin writing articles about it.
Cause now you’re taking steps alongside the way in which, you already know? And perhaps then you'll be able to take into consideration what would you like your model to be like, what colours, you already know, jive along with your model. What’s the emblem seem like? Who’s the client. And simply begin taking these steps as an alternative of excited about simply the widget. One hundred percent widget widget widget, simply take some steps by the web site, construct it, begin we’re writing some content material, make a emblem, like take actionable depths anyplace however again like left proper ahead half a step run, like simply begin constructing.
And you’ll begin to uncover stuff and be taught alongside the way in which. And in case you had ordered that product, as quickly as you had the concept, as an alternative of letting it sit yeah. And, and type of nearly like making an attempt it on. So that’s why I prefer to construct, I inspired them to construct a web site as a result of it permits you, I’m simply type of attempt it on, see the way it feels, you already know, and sometimes the, somebody has, isn’t the place they find yourself.
And so by making an attempt it on and doing stuff that’s low price, however nonetheless taking ahead actions. Is may be tremendous, tremendous invaluable as a result of it does a pair issues. One, it, it solidifies some confidence that they'll do that. Cause they’re taking steps second after they attempt it on, they might, in the event that they go to a celebration at a pal’s home, I can say, Hey, take a look at my new web site.
You know, it’s jigs, bbq.com. It permits them to love put some stuff out into the world. Right?
Jake Cain: Yeah. It’s nice recommendation, man. So what, what would you say, I assume, or do you've got any normal guidelines or parameters once you’re in search of product concepts, as a result of I’ve heard individuals, particularly with like Amazon FBA kind stuff set some issues on the market so far as how large merchandise needs to be or value ranges that you simply need to retail at.
And it looks as if you’ve offered all the things underneath the solar from most likely actually tiny sprinkler elements to, you already know, eco lawnmowers and shipped them. So you’ve, you’ve type of been on all sides of the spectrum. So do you encourage individuals to have these sorts of parameters entering into as you’re doing product analysis or simply vast open something?
Andy Humphrey: They ought to have some, once more, I'd take making the sale first, proper. Whatever. They can discover a, take a sale since you’ll be taught rather a lot by taking a sale. But afterwards I believe that. The greenback worth does matter. So I'd most likely suggest nothing lower than $25 on Amazon, you already know, until, until you'll be able to package it up and make a pack, however you need your common sale to be at least $25, you already know, until it’s like 90% revenue margin, that will be an exception.
Yeah. And then small as good inside Amazon’s outsized dimensions. So small is sweet. However, there are individuals that may do the alternative. I’m going to go for large as a result of no, one’s doing large. But to me that comes with some, some danger as a result of as quickly as you must begin shifting product round, if it’s not promoting and it large stuff is simply costly to ship.
And I believe that transport is oftentimes one thing that may be onerous to estimate forward of time and might be one thing that comes again to chunk you. If you’re not cautious. Okay. So, you already know, excessive value, good margin, small package deal could be good. And that’s one thing that individuals should buy rather a lot.
Jake Cain: Yeah. Okay. Okay.
Cool. Well, let me provide you with a yet one more Amazon query after which I need to get your tackle e-commerce in the present day and type of the place it’s headed and what’s your, what’s your imaginative and prescient is there? So I do know Amazon, I believe you mentioned earlier is perhaps 25% of your gross sales in your sprinkler provide retailer. What’s modified or what’s it like on the market proper now?
20, 21? You know, like I mentioned, for me personally, it’s been a pair years since I’ve offered Amazon FBA with the pandemic and everyone shopping for all the things on Amazon in my creativeness, I really feel prefer it’s most likely gotten extra aggressive. But you already know, for anyone that’s on the market in the present day promoting a product on Amazon what’s modified or what recommendation do you've got for launching and simply being profitable usually?
Like what does it take in the present day to be a profitable retailer on Amazon?
Andy Humphrey: Yeah, so there’s a pair issues and a few of it relates and a few of it doesn’t relate to our sprinkler enterprise. So with sprinkler, with the sprinkler enterprise, we’re type of going after the low-hanging fruit, when somebody’s seeking to purchase one thing, you already know, a mannequin quantity we’re going to come back in, we’re going to attempt to, we’re going to attempt to promote it.
It’s like what I'd name backside of the funnel. Okay. And as I discussed earlier than, these are Amazon’s clients. We can’t get them to our web site. So it’s actually simply positioning our product. For Amazon’s clients to purchase it. If you need to make your individual model and your individual product or non-public label. Yes.
You can get the circulate of visitors from Amazon, however I'd put a ton of thought into controlling your individual viewers, not counting on Amazon’s viewers, however to determine and construct your individual viewers that you're answerable for that you could ship to Amazon. If you need to, or you'll be able to ship them to your individual web site, if you wish to, and probably not be excited about your small business, like I’m going to have an Amazon enterprise, as a result of what that basically means is it’s Amazon’s enterprise.
It’s not your small business. And so I’d give attention to constructing and capturing and sustaining your individual viewers. Then you'll be able to, you already know, keep, acquire and promote issues to the, to your viewers that they need. And you’re answerable for it. Yeah.
Jake Cain: All proper, Andy, I need to ask you one different query right here. Plenty of of us listening Spencer’s, you already know, type of bread and butter, I believe, or no less than background when he give up his job was from constructing area of interest web sites.
You know, so it’s content material web sites that a variety of instances, you already know, you’re getting cash by means of advertisements and, or a variety of instances perhaps the Amazon associates program or different affiliate applications the place you’re sending individuals to purchase anyone else’s product and making a fee. So I’m positive a variety of of us listening perhaps have already executed a variety of that content material piece that you simply talked about.
So nearly doing it in reverse, you already know, they type of construct up the content material facet and perhaps they’ve acquired a web site that’s getting visitors, they’re making affiliate earnings for individuals like that. What’s your recommendation on w would you counsel that they begin non-public labeling a product or drop transport a product or exploring issues like that?
And I don’t know. W what would you inform anyone that’s already in that place?
Andy Humphrey: Yeah, completely. That’s an ideal query. And it will permit me to make use of a phrase I haven’t used but, which is the corporate that kills you'll look nothing such as you. So the bodily merchandise corporations are most likely all anxious about these content material websites that generate all this visitors, as a result of the person who’s answerable for the visitors is answerable for the commerce.
It’s to me, it’s a lot simpler to make a widget than it's to construct an viewers and generate the visitors as a result of the visitors is a long run sport. And so in case you’re answerable for the visitors, you're answerable for that visitors. And so you must construct a, you must make, construct no matter you need to name it, the bodily product to take a seat facet by facet along with your content material web site.
And then you can begin unhitching your associates as a result of now you’re, you’re within the driver’s seats. And so for the commerce corporations, the corporate that kills them will look nothing like them as a result of they’re content material websites. So I believe that’s like a sleeping large is the content material websites get up and was commerce corporations.
And the commerce corporations can’t react as a result of all of the visitors was coming from the content material websites.
Jake Cain: Very cool. Very cool. So a fast up on that, I imply, simply usually phrases, I’m positive it’s going to look completely different. People might be in a thousand completely different niches, however you talked about Matt earlier and we have been simply complimentary of Matt’s been on the area of interest pursuits podcast along with his swim college web site that he has an ideal YouTube channel for an ideal web site.
I don’t assume Matt sells any of his personal merchandise. But he’s been public with that web site. So we will, we will simply use that for example. Let’s simply say anyone like Matt who has a swimming, YouTube channel, and lots of people about swim care and upkeep, like what’s step one in that journey?
You know, let’s simply say anyone, like Matt mentioned, you already know what, you’re proper. I need to do this, however what does he do? Does he simply begin Googling like swimming wholesalers? Like the place do you
Andy Humphrey: begin. Well, what I w he, anyone is aware of their title until they employed third-party you already know, writers and so they don’t know something about what they’re speaking about.
So we've to imagine they know what they’re speaking. Okay. And so then I'd discover merchandise which might be simple to make that don’t take any funding molds, you already know, et cetera. And don’t don’t have legal responsibility. Right? So I’m considering in swim objects or merchandise, there might be chemical liabilities for a few of these merchandise.
And I don’t know, I’m simply considering. Sure. I'd attempt to discover issues that anybody may purchase that's cheap to make and has advantages. So, like, in my spa, once more, Matt would most likely chortle at me. I put these like sponges, they’re like formed, like fro like turtles, and so they’re supposed to love acquire the froth and.
It’s most likely not a product that you simply’d need to promote as a result of it’s cheap, however once more, there’s no danger, no legal responsibility with the longer-term play being that swim college would possibly be capable to make the perfect promoting, you already know chemical substances or upkeep merchandise for swimming pools and spas. But to simply use the information that you've got about your area of interest or about you content material web site to make, you already know, your first product.
Jake Cain: Okay. Cool. That’s tremendous useful. Thank you. So discuss, I imply, you’re sitting on this superb wanting studio. So perhaps inform us somewhat bit about that. I’m assuming that this we shoot fairly just a few movies in there. But you already know, along with your success that you simply’re having type of operating your individual model and your individual retailer what are a number of the issues like, what does it take to be, you already know, so far as promoting off Amazon by yourself web site what does it taking in 2021 to achieve success, have a model set your self aside?
Do a few of these issues that you simply’re speaking about and what are the issues that you simply’re engaged on in the direction of the longer term? You know, perhaps somewhat little bit of the e-commerce
Andy Humphrey: as you see it. Yeah. So perhaps, you already know, future-proofing, to begin with, there’s no such factor, however I do assume we’re seeing a shift. So let’s say when e-commerce first.
Became a method to purchase merchandise. You may simply put it this pan on the web. And in case you’re just one with this pan, somebody’s going to purchase it from you. They don’t even give a crap who you're, what your model is. Nothing, since you’re the one individual has the pen. As quickly as there’s two shops which have the pen.
Now they've a make a alternative between two and when there’s 10, now they've to select between 10. And then that alternative turns into not depending on the pen anymore. Same pen, 10 completely different locations or 20 completely different locations. So now you'll be able to present them with extra of an expertise and you could possibly communicate to that buyer as a result of it might be that the way in which I promote this pen to a hunter is likely to be completely different than a gymnast.
I’m simply choosing two random personas, proper? Same pen, two personas. You can construct your area of interest and your model across the persona. And so what I’m feeling like is that there’s there all the time has been, however we’ve acquired commerce Content and you already know, type of like media and commerce and media are type of like changing into one, like commerce corporations are type of changing into media corporations and media corporations have gotten commerce corporations.
And so that you type of should have extra than simply the commerce. And so for me, that’s why I made a decision to construct this studio as a result of I hadn’t centered actually on the content material or the neighborhood I’ve been centered solely on the commerce making merchandise out there on the market. I wasn’t a author I don’t like to put in writing.
And so I hadn’t re written a lot of something. And so now what I’m beginning to do is we do take all of our product returns right here to, out to my warehouse. And when merchandise come again on return, I’m beginning to make, you already know, a fast YouTube video. So I’ll take a product like this and, you already know, type of present it off, clarify it, discuss it.
And then I've a graphic designer that shortly edits it right into a video. It’s not scripted. It’s on edited. It’s actually like a one-take, it’s acquired an intro, the content material and the outro. And then I put it on the product web page and put it on YouTube and we’re beginning to get actually good suggestions and it holds two functions, one we’re so used to seeing identical to 25 photos of a product, because it turns round which might be simply nonetheless fastened photos.
And so seeing one thing on video is way more participating and may be way more useful. And then it permits me to type of carry the private, the persona to it, the transparency, the, the human factor to it. So it doesn’t simply seem like some company gross sales video. And in order that’s what I’m making an attempt to do is add that, that human factor to develop the content material and the neighborhood.
Cause we’ve already acquired the commerce a part of it. So I need to be engaged on these issues. So that’s actually what 2021 is about is, and once more, it’s an experiment, you already know, and for me, I’m having to determine easy methods to get snug with it. Yeah. Yeah.
Jake Cain: That’s so cool, man. I find it irresistible. I find it irresistible. No, that’s I can positively see how in your world, you already know, that that type of units you aside, you already know, within the sprinkler provide, that’s most likely not lots of people of your rivals which might be taking pictures movies such as you’re doing proper.
Are you type of alone in that house?
Andy Humphrey: Like just about alone. And I, and I’m doing, what’s actually easy. So once more, these aren’t how tos, they’re actually simply product overviews with a easy intro, easy outro, anyplace from two to 5 minutes. And you already know, it’s fascinating is I believe you guys know Matt from swim college.
Yeah. Yeah. So his movies are fricking unbelievable. Right? Right. He has the content material simply dial, however he doesn’t have commerce. Right. He doesn't promote elements on swim college.com. So I’m actually feeling like if a commerce firm may workforce up with swim college, they might be even better. And that’s what I’m feeling like.
I don’t have the content material, I’ve acquired the commerce, however it’s time for me to begin making movies and placing us on the market for, from that perspective. So we’re seeing these two issues come collectively. Yeah.
Jake Cain: Have you talked to Matt about this? Do you already know Matt briefly?
Andy Humphrey: Yeah. Briefly.
Jake Cain: Yeah. No, you’re proper. His movies are superior.
That’s very cool. So do you with yours, I’m simply curious, such as you talked about, you already know, you get a return again, you shoot this little video, like, are you simply type of doing all the things? So I'd think about you’d should have a ton of skews and stuff. Like, are you doing any type of analysis forward of time?
Like, Hey, we should always do a video about this, otherwise you simply type of like. Little obscure elements and also you shoot somewhat two minute video
Andy Humphrey: and also you’ll simply do all of it proper. Now. It’s type of what comes again. But we did simply undergo some key phrase analysis for type of phrases that include, you already know, easy methods to, that I may not also have a product I'd simply discuss as a result of I understand how sprinkler elements go collectively.
I understand how to sort things that the following part might be a extra generalized key phrases. And so I do, I consider key phrases like a funnel, proper? So when somebody sorts in to Google a component quantity that you simply both need the instruction handbook, or they need to purchase it. And so all of our advertising efforts have been backside of funnel.
I need them to kind within the producer and a mannequin quantity so we will seize them, you already know, when their intent is to purchase and we’re going to be beginning to transfer up funnel, which suggests they’re not going to purchase it in the present day, however they may bear in mind us. And by subsequent month, Next quarter subsequent 12 months. And that’s extra generic easy methods to sprinkler this, that, the place they’re not coming in to purchase one thing.
And so. Again, I'd most likely be recommendation for, for anybody beginning out is targeted backside of funnel, particularly with promoting and key phrases, nothing generic that you simply actually need to attempt to discover somebody whose intent is to purchase one thing. Right?
Jake Cain: Yeah. So even whether it is talked about, like just a few obscure half, proper?
Like you don’t actually care if there’s just a few individuals,
Andy Humphrey: proper. Somewhere, perhaps it was in search of this pen could not know the model, however they need a crimson felt tip, discover level pen. You know what, that’s the area of interest, proper? The area of interest, like proper down the underside of the funnel. Yeah,
Jake Cain: I find it irresistible. That’s superior, man. So something, I imply, you’ve talked rather a lot about content material and I like that recommendation.
Like it makes a lot sense and it looks as if that it’s working properly for you, which is unbelievable. Outside of doing the movies, like, is there the rest that’s type of in your roadmap or methods that you simply’re following as far
Andy Humphrey: as? Yeah, so the, the, the third one is that's that neighborhood, so I ought to restate content material commerce content material neighborhood.
And so we did simply begin, what would I name the sprinkler nerd neighborhood, which is for professionals, irrigation, contractors those that do irrigation and sprinkler work for a residing. And actually my intent proper now's to not promote them something. Actually it’s simply to construct a useful neighborhood. Of of like-minded individuals principally.
And then there additionally individuals that will take heed to my podcast, which is a sprinkler nerd present. And that simply creates the opposite type of pillar. If you'll, that in 5 years, I really feel like my enterprise might be extra sustainable. I've a extra strong basis if I've all these three, these three issues bundled collectively versus standing individually.
Jake Cain: But so is that the the sprinkler nerd, you get the podcast happening?
Andy Humphrey: Do you've got like a, that’s why I’m carrying this jacket. This is my nerd jacket. Oh man. Yeah.
Jake Cain: Look within the half. That’s hilarious. That is so superior. I like that. The sprinkler it’s identical to, you already know, stuff like that to me. Cause I’m not into sprinklers shock, however you already know, you assume that there’s this neighborhood of individuals which might be captivated with irrigation and sprinklers.
It is smart, however it’s
Andy Humphrey: proper. That’s a distinct segment, man. It’s there it’s like that. Sometimes you don’t should look removed from what you’re doing in your day job or your skilled profession to seek out methods to monetize that on-line. Yeah.
Jake Cain: Yeah. Very cool. Well, that is superior, man. I actually recognize your time, I assume.
As we’re type of wrapping up any, the rest that you'd give simply, simply parting ideas to the area of interest pursuits viewers, after which additionally be happy to speak about, you already know, if there’s individuals need to get in contact with you or how they'll type of comply with together with you ways they may do this.
Andy Humphrey: So I believe primary, you bought to select, whether or not you need to be somebody who talks about concepts or somebody who takes motion on concepts. And so, like I mentioned, simply go construct a web site, do one thing, make a Facebook web page, do something to take the concept out of your head and make it extra tangible so you'll be able to attempt it on as a result of there’s a lot you discovered that you simply make, I don’t actually, nah, I made this web site and I’m not into it anymore.
Great. Then you'll be able to take the concept and really like, make it go away. Other instances, what I discover is that if I've an concept and I don’t do one thing with it, I can’t get out of my head. Yeah. And I, and so it’s like, don’t let that concept occupy house, until you’re going to do one thing with it. And if you wish to, then, then you definitely proper now, like go do one thing with it.
Yeah. Yeah. So that, that will be, my recommendation is take small motion. I’m not saying that you must go make investments and lose a bunch of cash and all this, however simply go take some small motion steps and folks need to attain out to me. They can go to Andy humphrey.com. They can contact me by means of there. They can take heed to the sprinkler nerd present sprinkling or.com or discover it on iTunes and a sprinkle provide retailer.com in addition to LinkedIn.
If they need to hook up on LinkedIn, you cheerful to attach as properly.
Jake Cain: Very good. Well, the Andy, thanks a lot in your time, man. This was unbelievable. Really recognize you
Andy Humphrey: being on the present. Yeah, my pleasure loved it.