Post Purchase PRO Podcast - Episode Twenty-Six - The “Amazon Trip Wire” - How to make every new launch a success

Post Purchase PRO - Profitable Email Marketing For Amazon Sellers

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This is the Post Purchase Pro Podcast, Episode 26.
When you have this audience, you can launch any new product to it successfully over time.
In today's episode, we're going to discuss something we call the Amazon Tripwire.
You see the concept is this: if you have a product that's very competitive or what some would call a high barrier to entry product, maybe it's a very expensive product or Seth maybe there's a lot of competition, or maybe the manufacturer has a very high ... or minimum order requirement.
So instead of putting all of your time and energy and your investment, your nest egg into that one single product that may succeed, or maybe it'll fail, right?
What we like to do is find what we call a tripwire product, or a gateway product, sap, and, and the best way to approach this.
For example, let me give you an example of a product we sold It was A memory foam pillow.
It's like a 50 60 dollars pillow.
In most people's opinion, that's going to be an overpriced pillow. So it's really hard to get into that. That market, there are a lot of competitors out there.
M O Q is like container loads, plural.
So what we were able to do successfully is find a product that sort of compliments the pillow product. Another sleep product that was low barrier to entry, meaning like a simple cut and sew product, low cost, but very high demand. So we came up with the sleep mask.
Now, if you look back at Amazon 2014, 2015, those sleep mask were a very popular product.
So imagine if you want to sell the pillow.
But the pillow cost, you know, a quarter million dollar investment.
And in three months of your life, to build a perfect listing, the perfect brand.
But you don't really know how to launch it, right? Because it's so competitive. What we did, was, we launched a Sleep Mask.
We were able to sell several hundred thousand of these sleep mask, which were also highly competitive.
But we used it as a break, even, lead magnet.
In other words, sell the product at a very competitive price, and then be able to leverage the customers, who bought that product, to build a list.
To sell the product that we really want to sell, so that I explain that, Right.
Yeah, I think so.
2:35
I can try to add a little clarity for, for everyone here.
2:38
So, guys, what we're talking about is using a high volume product that doesn't cost you very much, and to sell that product for the reason of building a list.
2:49
But then, you can use the list of customers to then sell the product that you really wanted to launch.
2:55
So, I think the sleep mask is a perfect example. Shawn? So we had an advantage in the sleep mass market because we were selling at breakeven.
3:03
We had no intention of making a product. We wanted to sell as many units as possible.
3:07
So, you know, if you buy, if you're selling a sleep mask for $4 in the markets at 8 or 10, that's a big advantage.
3:14
But, but the secret strategy that no one else could see is, you know, we had a card inside each one of those sleep mask and it said something very appealing to a sleep customer. They would then come and sign up on our opt in page, giving us their e-mail and the right to market to them again.
3:32
And so what we would do, is every single time we'd sell a Sleep mask, we'd have an opportunity to have that customer in our list that we could then sell a pillow to. And, you know, a fraction of those sleep mass customers did, but we would sell hundreds and hundreds of this product every single day because we were the price leader.
3:48
And every single time we sort of sleep mask, w