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ASM Module 7

August 15, 2020


Amazing Selling Machine

MODULE 7 - Overview

Detailed Review of Module 7 of the Amazing Selling Machine online course. 

If you're looking for a unique in-depth, up-to-date review of ASM, then this is it.

MODULE 7 - Advanced Marketing & Traffic Tools

2 hour and 28 minutes

Video 01 - Welcome to Module 7

This is a 54 second long introduction to the module, and names the topics that will be covered. 

Video 02- Building and Utilizing Your Performance Checklist

ASM provides both a daily list and a weekly list of basic ongoing tasks that need to be performed to maintain your business. Mike goes through this list and explains each item. 

The list has 6 different categories of tasks:
  • Customer Service
  • Monetary
  • Inventory
  • Traffic and Conversion Stats
  • Social Media/Content Marketing
  • Supplier Relationship Building
On multiple occasions, Mike encourages the adaptation of the list to fit each seller's set of daily/weekly tasks, knowing that all sellers have unique sets of tasks.

Video 03 - Amazon Sponsored Products Ads Optimization Tips

In this lesson, Mike covers the following: 
  1. The reasons why you should start your ad optimization work with Sponsored Ads
  2. Whether or not you should attempt to make a profit with Sponsored Ads
  3. How to calculate your break even ACoS (Advertising Cost of Sales)
  4. How to determine your Target ACoS
  5. How to Set up, Optimize, and Scale your Sponsored Ads campaigns

First, Mike lists several pros of Sponsored Ads. The main one is that they are very simple to track. 

Second, Mike discusses three different strategies about whether or not to try to make a profit with your Sponsored Ads. 

Here are the three:
  1. Launch and Grow (start up mode)
  2. Sales and Profit Optimization (mode that you will be in most of the time)
  3. Inventory Conservation (mode you go into when low on inventory)

Third, Discovering Your Break Even ACoS (Advertising Cost of Sales)
  • The simple fact is that your break even ACoS is equal to your profit margin. Mike goes into a lot of details here, but that's how ACoS can be summarized. 

Fourth, Determining Your Target ACoS
  • Your Target ACoS differs depending on what mode of business you are in.
  • Launch and Grow mode: Target ACoS is 100 to 120%
  • Sales & Profit Optimization Mode: Target ACoS is your profit margin to 20% above your profit margin. 
  • Inventory Conservation Mode: Target ACoS should be from 0% (ads completely turned off) to 10%. 

Fifth: Sponsored Ad Campaigns: Construction, Optimization and Scaling
Mike does a complete walkthrough of how to set up an entire ad campaign. He explains the process thoroughly and clearly, starting from Campaigns to Ad Groups and then to Ads (for individual products).

He also shows in detail the five elements of Amazon Ads: Negative Keywords, Targeting Keywords/Products, Ads, Ad Groups and Campaigns. 

When I began using Amazon Ads, I found the structure to be fairly reminiscent of Google Ads and found the creation process fairly intuitive. 

Mike delivers two overarching thoughts about campaign optimization, two different strategies:

1. The Slow and Steady - involves slowly increasing or decreasing bids until target ACoS is reached

2. The Fast and Furious - larger jumps in bid amounts (decreasing or increasing) to more rapidly achieve your target ACoS

Having a great deal of experience in online advertising for both my lead gen business as well as my Amazon FBA business, I can say that Mike's strategies both have validity.

I have used them both depending on how aggressive my goals have been. 

Video 03 - Your Ongoing Content Marketing Strategy

In this lesson, Mike advocates for the use of content marketing because it's free and you can build a solid, credible brand.

It makes a lot of sense to leverage the free assets available online today.

Mike does give his advice for how often to post on each different social media platform. 

Simply put, Mike believes that the more you post quality content, the more sales you will make in the long run. And from my own experience, I believe that it's true as well.

Video 04 - Amazon Coupons

In this lesson, Mike explains what Amazon coupons are and why you should use them. 

Notes from Mike:
  • You need to have a seller rating of at least 3.5 to deploy a coupon attack
  • If selling in the EU, coupons are called vouchers, but perform the same way. 

Mike walks through how to set up coupons in your Amazon Seller Central Account. 

how to create coupons in your Amazon seller central account

Coupons have been a great way for me to drive traffic during a holiday season, giving me more subscribers to my email list as well as additional sales. I do recommend learning to use them. Mike's description of how to set them up is one of the most concise, complete I've seen. 

Video 06 - Amazon Lightning Deals

Mike shows what lightning deals are, what products are eligible, determining if you should run a lightning deal, lightning deal setup and promotion.

Lightning Deals are short term one-per-customer offers with minimum discounts of 20% off. 

Amazon has specific rules regarding lightning deals
  • Quality (3 star rating or higher)
  • Variations (All variations must be included)
  • Category (Certain categories are simply off limits)
  • Fulfillment Method: (Must be prime eligible)
  • Condition: (Products must be new)
I have used lightning deals to get rid of inventory being warehoused at Amazon, which ultimately saved me on storage fees, which happens to be one of the reasons why Mike suggests to consider running this kind of promotion. 

Video 07 - Amazon Promotions

In this lesson, Mike will go over what Amazon promotions are and how to set them up. 

Definition: Amazon Promotions are giving your customer some kind of benefit for buying your product, generally a percentage off. 

Here's Mike's list of Amazon Promotions:
  1. Social Media Promo Code
  2. Free Shipping (only for merchant fulfilled orders, aka no FBA free shipping)
  3. Percentage Off
  4. Buy One Get One - Mike recommends this method to promote one of your new products. 
Then Mike Provides a walkthrough of how to set these kind of promotions.


Video 08 - The Raving Fan Customer Service System

In this lesson, Mike covers the following:

Mike notes that it takes about 5 positive reviews to counteract 1 negative reviews.

He then lists the 8 principles of what he calls "Raving Fan Customer Service"

Here are three of them:

1. Assume the customer is right every time

2. Be super fast in your response time (less than an hour is best)

3. Do whatever it takes to make them happy

At this point, Rich does a walkthrough of how to set up your seller account to allow you to comment on reviews. 

Mike's advice about handling your first negative review:

  • Don't take it personally, it's just feedback, not a reflection of you
  • Ignore the sting and take good care of the upset customer 
  • then fix whatever the issue was so it is less likely to happen in the future

As Mike says, negative reviews are going to happen and the most upsetting one is the first one because you are going from perfect to less than perfect. 

I think Mike's advice is pretty much on par. Don't play the blame game, simply solve the issue and do your best to prevent it from happening again. in the end, that's really all you can do. 

understanding the difference between traffic and conversions

Video 09 - Understanding Traffic and Conversions

In this lesson, Mike goes over: 
  • The two main reasons sales go up and down
  • How to find and analyze your data
  • What a good conversion rate is
  • And a few optimization tips
First, Mike discusses traffic and conversion as the two reasons why sales vacillate.

Second, Mike shows how to find your reports in Seller Central

Third, a Good Conversion Rate depends on the product's price.

According to Mike, the higher the price, generally the lower the conversion rate. If your price is below 30 dollars, you should aim for a conversion rate of 30% or higher. 

Fourth, Mike's suggestions to optimize your listing
  1. Reexamine your product images, specifically their quality
  2. Go through your title and make sure that it has the keywords needed and is readable. 
  3. Comb over your bullet points and make sure they are really selling your product and moreover, its benefits.

Video 10 - Brand Registry

In this lesson, Mike covers:
  • Brand Registry, what is it?
  • Why you would want to have it
  • the Benefits of Brand Registry
  • How to Apply for it
  • Cool Tools that come with Brand Registry
  • Deciding if and when you should apply
how to register your brand with amazon
  1. Brand Registry is a Service by Amazon that helps protect your intellectual property
  2. Being Registered increases the value of your brand (if you are looking to sell)
  3. Benefits that come with being registered:
    • Enhanced Brand Content
    • Headline Search Ads
    • Social Media Promotions
    • Amazon Stores
  4. To apply you need the following:
    • Your brand name must have a live registered trademark
    • the trademark must be a government registered principal trademark and must be in a certain form (Mike suggests using professional services to accomplish this)
    • Images of the brands logo
    • images of products and packaging
    • A list of prduct categories (ie. apparel, sporting goods, etc) in which the brand should be listed
    • A list of countries where the brand's products are manufactured and distributed
  5. Cool Brand Registry Tools
    1. Enhanced Brand Content (EBC): (means upgraded, bigger listings with better images and text placements as well as a new comparison feature)
      1. Mike does a walkthrough to show how to set up EBC
    2. Headline Search Ads (get primal placement at the top of the search results)

6. Social Media Promotions (special landing page to send external traffic to)

7. Amazon Store (allows you to build a storefront with branded url)

Video 11 - Module 7 Wrap Up

Recap of content taught in Module 7. 1 minute and 21 seconds long. 

Module 7 - My Key Takeaways 

First, Mike's advice regarding content building is spot on. Mike's advice: If you put a lot of quality content out there, you will get more traffic. It's kind of the mindset of "If we build it, then they will come." What Mike is talking about is the construction of brand assets. To get the benefit of a lot of organic traffic, you must spend the time and the effort building out the social media profile, the website, whatever it may be in order to get the benefit. 

Secondly, Mike put out a lot of great content in the section on customer service. The video is titled "The Raving Fan Customer Service System," which makes it sound complicated, but the main theme that Mike reiterates through it is "Disregard your own reaction and take care of the customer, because that's what matters."


Video Quality: 8/10

Good video quality. Consistent throughout the ASM Course


Sound: 8/10

Overall, this module offers good, consistent sound quality. 


Content: 9/10 Initial info is very basic. 

Mike's content for this module is truly excellent. He went above and beyond to cover Amazon advertising and many would consider this module to be a complete course on its own.



This Module goes into great detail on what Amazon advertising entails. It teaches different methods and ways to implement Amazon ad campaigns for different phases that your business will travel through. Both beginners and more advanced FBA Sellers will find this module valuable.

Lead Generation is my #1 Online Business Choice 
(IMO Less Hassle Than Selling Physical Products)
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Ippei Kanehara
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$52K per month providing lead generation services to small businesses is for digital hustlers, industry leaders and online business owners.

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