Ep 495: Major Celebrity Endorsements And Investors - Do They Actually Work? With Henry Murray, Waterdrop

Explore strategies for implementing warranties, the value of back-end products, and the importance of good customer service. 

In this episode, Jordan West and Mike Kaufman, Owner of ProTuff Products  shares his valuable insights on the power of warranties and guarantees in driving customer satisfaction and business growth. From extreme warranty offerings and product development strategies to the importance of efficient customer service and building trust. They also discuss the nuances of Amazon's terms of service and the potential gray areas related to the warranty registration process. 

Listen and learn in this episode!

Key takeaways from this episode:

• Saying "yes" to customer requests and being liberal with warranties can have a positive impact on customer loyalty and business growth.
• Developing and offering back-end products can provide Amazon sellers with opportunities for premium pricing and enhanced customer loyalty.
• Automating claims processes can lead to a more efficient customer experience and contribute to building and maintaining trust.
• Offering believable but extreme warranty or guarantee terms can lead to positive customer experiences 
• Flexibility in registration processes, incentivizing early registration, and not imposing strict time limits can positively impact customer retention.

Recommended Tools/App:
Manychat: https://manychat.com/ 

Recommended Podcast/Audiobook:

Brand Fortress HQ Podcast: https://podcast.brandfortresshq.com/ 

Today’s Guest: 

Mike Kaufman, Brand Owner of ProTuff Products has a wealth of expertise in Amazon-centric strategies, having made the transition to Amazon approximately 12 years ago after originally starting out with AOL and working with an MLM company. He is an expert in the implementation and benefits of offering comprehensive warranty and guarantee programs to drive customer satisfaction, business growth, and product success. 

Connect and learn more about Mike and ProTuff Products:

LinkedIn: https://www.linkedin.com/in/protuffproducts/ 

Website: https://www.protuffproducts.com/
Amazon ProTuff Products: https://www.amazon.com/stores/ProTuffProducts/ProTuffProducts/page/4135DC12-0CA1-428C-BD7B-1E504C405290
Brand Fortress HQ: https://brandfortresshq.com/ 

This episode’s sponsor is Finale Inventory- the ultimate solution for accurate and efficient inventory management. Trusted by thousands of brands, Finale offers seamless integrations with over 80 sales channels and platforms.

With customizable workflows and reporting features, Finale empowers you to streamline operations and scale your business with ease, preventing overselling and maximizing profitability.

Whether you're juggling multiple platforms, expanding your product range or just looking for a way to reduce operational chaos, Finale has the tools you need to succeed. Step into the future of e-commerce with Finale Inventory.

Learn more here: Finale Inventory

Explore the impact of company acquisition, the challenges of maintaining vision alignment, and the dynamic nature of advertising strategies.

In this episode, Jordan West and Alex Back, discuss the fascinating journey of building an e-commerce business in the furniture industry. From early successes and missed opportunities to the complexities of choosing the right e-commerce platform and the importance of personalized customer experiences. 

Listen and learn in this episode!

Key takeaways from this episode:

• Building trust in the direct-to-consumer market is challenging and crucial for long-term success.
• Early investment in SEO and organic traffic can yield significant benefits, highlighting the importance of digital marketing strategies.
• The importance of scalable systems and processes in driving growth and navigating transitions within a company.
• Challenges and potential regrets can arise when the vision and creative direction of a company are questioned after an acquisition or during transitions.

Today’s Guest: 

Alex Back, CEO and Founder of Couch.com has over 15 years of experience in the e-commerce and online retail industry, he is passionate about creating and scaling innovative solutions that cater to the needs and preferences of modern consumers. He’s currently building a state-of-the-art platform that helps consumers figure out how and where to buy a couch, a problem that has not been adequately addressed by the existing market players.

Connect and learn more about Alex and Couch.com:

LinkedIn: https://www.linkedin.com/in/alex-back-49784435/ 

Email: alex@couch.com 

Website: https://couch.com/ 

Growth Plan: www.upgrowthcommerce.com/grow

Million Dollar Offers: www.upgrowthcommerce.com/grow

This episode’s sponsor is Finale Inventory- the ultimate solution for accurate and efficient inventory management. Trusted by thousands of brands, Finale offers seamless integrations with over 80 sales channels and platforms.

With customizable workflows and reporting features, Finale empowers you to streamline operations and scale your business with ease, preventing overselling and maximizing profitability.

Whether you're juggling multiple platforms, expanding your product range or just looking for a way to reduce operational chaos, Finale has the tools you need to succeed. Step into the future of e-commerce with Finale Inventory.

Learn more here: Finale Inventory

Active engagement in TikTok shops and the significant impact it has on e-commerce and conversion rates for their business, highlighting the importance of adapting to new trends and technologies for business success.

In this episode, Jordan West and Kelley Thornton, shares valuable insights into scaling their business into multiple eight figures. Kelley's journey from a side project in 2015 to the fully launched direct-to-consumer brand has led to remarkable growth, serving over 500,000 customers in 108 countries every month. Kelly shares insights into navigating capital markets, the significance of data-driven decision-making, and the cultural shift in male grooming, reflecting on the challenges and successes in the evolving landscape of the skincare industry.

Listen and learn in this episode!

Key takeaways from this episode:

• The use of AI to predict return and revenue rates, highlighting the importance of tracking and adjusting spending based on daily intelligence for effective decision-making.
• The significance of hiring experts in specific disciplines to scale a business successfully.
• The value of trust and influence over monetary rewards, emphasizing the importance of vetting sponsors and building genuine interactions with the audience.
• The importance of men maintaining healthy routines, providing insights for businesses targeting male skincare and grooming products.

Recommended Tools/App:

Triple Whale: https://www.triplewhale.com/ 

North Beam: https://www.northbeam.io/ 

Lifetimely: https://www.lifetimely.io/ 

Polar Analytics: https://www.polaranalytics.com/ 

Tableau: https://www.tableau.com/ 

Fivetran: https://www.fivetran.com/ 

Snowflake: https://www.snowflake.com/ 

Today’s Guest: 

Kelley Thornton is a serial entrepreneur with a diverse background in business. He started his first company, a successful painting business, while still in university. This experience taught him valuable lessons in management, scheduling, and payroll. Following this, he spent 18 years working in sales, splitting his time between New York City and Chicago. Kelley's varied career has given him a wealth of experience and knowledge in the business world.

Connect and learn more about Kelley and Tiege Hanley:

LinkedIn: https://www.linkedin.com/in/kelleythornton-ceo-tiege-hanley/ 

Website: https://www.tiege.com/ 

This episode’s sponsor is Finale Inventory- the ultimate solution for accurate and efficient inventory management. Trusted by thousands of brands, Finale offers seamless integrations with over 80 sales channels and platforms.

With customizable workflows and reporting features, Finale empowers you to streamline operations and scale your business with ease, preventing overselling and maximizing profitability.

Whether you're juggling multiple platforms, expanding your product range or just looking for a way to reduce operational chaos, Finale has the tools you need to succeed. Step into the future of e-commerce with Finale Inventory.

Learn more here: Finale Inventory

The challenges and benefits of using 3PLs and omnichannel selling and the impact of new marketplaces like TikTok shops on e-commerce.

In this episode, Jordan West and Pauline Shiu, share invaluable insights on efficient inventory management. From warehouse setup to the impact of operations on profitability. They explore the inefficiencies of managing inventory across multiple channels without a centralized source of real-time data, and the importance of warehouse mapping and pick-pack procedures. 

Listen and learn in this episode!

Key takeaways from this episode:

• The significance of optimizing operations to avoid negative impacts on profit margins, brand reputation, and customer loyalty in the e-commerce industry.
• The potential impact of TikTok shops on e-commerce and the need for managing inventory for emerging platforms.
• Benefits of kitting solutions, bundles, and the difficulty of forecasting demand in e-commerce inventory management.
• The need for reliable and automated inventory management solutions for online marketplaces like Amazon.

Recommended Tools/App:

Zoom Clips: https://www.zoom.com/en/products/video-recording/ 

Finale Inventory: www.finaleinventory.com- use “upgrowth2024” code and get 20% off for the First 6 months 

Today’s Guest: 

Pauline Shiu is Vice President of Marketing with Finale Inventory, the platform trusted by thousands of brands as their inventory and operations management hub. With 20 years of experience in ecommerce and SaaS, she believes that the best software not only solves complex problems, but provides the right data at the right time to the team. Pauline lives in Maryland with her two small children and many houseplants. She loves being outside - on a walk, paddleboarding, or dining al fresco.

Connect and learn more about Pauline and Finale Inventory:

LinkedIn: https://www.linkedin.com/in/paulineshiu 

Website: https://www.finaleinventory.com/ 

This episode’s sponsor is Finale Inventory- the ultimate solution for accurate and efficient inventory management. Trusted by thousands of brands, Finale offers seamless integrations with over 80 sales channels and platforms.

With customizable workflows and reporting features, Finale empowers you to streamline operations and scale your business with ease, preventing overselling and maximizing profitability.

Whether you're juggling multiple platforms, expanding your product range or just looking for a way to reduce operational chaos, Finale has the tools you need to succeed. Step into the future of e-commerce with Finale Inventory.

Learn more here: Finale Inventory

The challenges of attracting top celebrity stylists to join the platform and how they managed to overcome these obstacles, providing unique insights for e-commerce store owners looking to connect with top talent.

In this episode, Jordan West and Julie Floyd, share the journey of how she transitioned from being a bond trader and stay-at-home mom to launching a fashion and beauty platform that connects individuals with celebrity hair, fashion, and makeup stylists for personalized 1-on-1 appointments. She discusses the unique concept of StyldLife, the challenges and opportunities she encountered during the COVID-19 pandemic, and how the platform has evolved to cater to various needs beyond its initial scope. 

Listen and learn in this episode!

Key takeaways from this episode:

• Be open to new opportunities and constantly look for areas to grow and expand the business.
• Embrace word-of-mouth marketing and consider the impact of current events on the business to adapt and grow.
• Listen and learn from others to gain valuable insights and perspectives.
• Utilize platforms like TikTok for marketing and communication to reach new audiences.

Recommended Tools/App:

Slack: https://slack.com/ 

Microsoft Teams: https://www.microsoft.com/en-us/microsoft-teams/group-chat-software 

Recommended Podcast/Audiobook:

Cutting for Stone by Abraham Verghese: 

https://www.audible.com/pd/Cutting-for-Stone-Audiobook/B002V0K23M 

Today’s Guest: 

Julie Floyd, Founder and CEO of StyldLife is a confident and independent woman who realized the importance of trusting her own instincts. She helps aspiring business professionals and students find their confidence by preparing them for the professional workplace and new settings. 

Connect and learn more about Julie and StyldLife:

LinkedIn: https://www.linkedin.com/in/julie-floyd-9706a928/ 

Email: jfloyd@styldlife.com 

Website: https://www.styldlife.com/ 

This episode’s sponsor is Finale Inventory- the ultimate solution for accurate and efficient inventory management. Trusted by thousands of brands, Finale offers seamless integrations with over 80 sales channels and platforms.

With customizable workflows and reporting features, Finale empowers you to streamline operations and scale your business with ease, preventing overselling and maximizing profitability.

Whether you're juggling multiple platforms, expanding your product range or just looking for a way to reduce operational chaos, Finale has the tools you need to succeed. Step into the future of e-commerce with Finale Inventory.

Learn more here: Finale Inventory

Testing new strategies, even if they don't yield immediate success, provides valuable insights for future growth.

In this episode, Jordan West shares the results of a recent experiment with a free plus shipping offer for one of their brands, Little and Lively. Join us as we delve into the details of this campaign and uncover the surprising findings. From customer acquisition costs to average order values, hear about the successes and challenges faced during this compelling experiment. Stay tuned as Jordan reveals the next steps in their strategy, from email win-back series to utilizing Instagram DM funnels. 

Listen and learn in this episode!

Key takeaways from this episode:

• Testing new offers and marketing experiments is essential for learning and growth in ecommerce.
• It's important to analyze various metrics, such as attribution models and customer behavior, to understand the full impact of promotional offers.
• Experimenting with Instagram DM funnels and leveraging chatbots for customer engagement can be an effective way to attract and retain customers, especially in specific demographic segments.
• Keeping track of financial performance through cash flow and profit and loss statements is crucial for evaluating the impact of promotional campaigns on overall business profitability.
• The value of taking action, testing new ideas, and being open to learning from both successes and failures in ecommerce marketing.

Recommended Tools/App:

Lifetimely: https://www.lifetimely.io/

Liverecover: https://liverecover.com/

This episode’s sponsor is Finale Inventory- the ultimate solution for accurate and efficient inventory management. Trusted by thousands of brands, Finale offers seamless integrations with over 80 sales channels and platforms.

With customizable workflows and reporting features, Finale empowers you to streamline operations and scale your business with ease, preventing overselling and maximizing profitability.

Whether you're juggling multiple platforms, expanding your product range or just looking for a way to reduce operational chaos, Finale has the tools you need to succeed. Step into the future of e-commerce with Finale Inventory.

Learn more here: Finale Inventory

The time to embrace TikTok Shops is now. With TikTok Shops, engaging content creators are not just influencers; they are revenue partners. 

In this episode, Jordan West dives deep into the world of TikTok shops and shares his belief that this platform is poised to revolutionize the direct-to-consumer industry. With insights gained from working with major brands, Jordan outlines a new approach to content sourcing and explains why TikTok shops will transform influencer marketing and customer acquisition. 

Listen and learn in this episode!

Key takeaways from this episode:

• TikTok shops have the potential to revolutionize the direct-to-consumer industry.
• Leveraging TikTok shops can lead to influencer collaboration, content generation, and direct-to-consumer sales.
• The process requires intense pitch refinement, influencer negotiation, and content management.
• Businesses with established product-market fit and a willingness to iterate are best suited for TikTok shop integration.

Recommended Tools/App:

Refunnel: https://www.refunnel.com/

Archive: https://archive.com/

Social Snowball: https://socialsnowball.io/

This episode’s sponsor is Finale Inventory- the ultimate solution for accurate and efficient inventory management. Trusted by thousands of brands, Finale offers seamless integrations with over 80 sales channels and platforms.

With customizable workflows and reporting features, Finale empowers you to streamline operations and scale your business with ease, preventing overselling and maximizing profitability.

Whether you're juggling multiple platforms, expanding your product range or just looking for a way to reduce operational chaos, Finale has the tools you need to succeed. Step into the future of e-commerce with Finale Inventory.

Learn more here: Finale Inventory

Challenges of launching a brand in 2024, the shift from agencies to in-house marketing, and the importance of customer retention alongside acquisition. 

In this episode, Jordan West and Morgan Logsdon, experienced marketer, discuss the challenges and benefits of bringing marketing functions in-house, exploring non-traditional distribution channels for product exposure, and the potential of launching a brand in 2024. They delve into customer acquisition and retention strategies, scaling approaches, the value of first-party attribution, and the complexities of attribution models. 

Listen and learn in this episode!

Key takeaways from this episode:

• The significance of balancing customer acquisition and retention to fuel successful retention marketing.
• The importance of first-party attribution for understanding the full customer journey and making strategic decisions based on owned data.
• The potential challenges with customer acquisition and retention in the DTC world.
• Establishing a true brand identity, understanding the unique problem the product solves, and focusing on serving a specific community.

Recommended Tools/App:

Triple Whale: https://www.triplewhale.com/ 

AppSumo: https://appsumo.com/ 

Recommended Sites:

Uline: https://www.uline.com/ 

Corkcicle: https://corkcicle.com/ 

Today’s Guest: 

Morgan Logsdon, Founder of Sixth House Marketing began her career in the startup world, taking on various roles as the company brought outsourced agencies in house. This led to valuable experience in direct-to-consumer marketing and product development. After working with other startups in growth and life cycle marketing, Morgan founded her own business, Sixth House Marketing. The company focuses on helping growth stage and pre-launch businesses go to market and scale, with a strong emphasis on branding.

Connect and learn more about Morgan and Sixth House:

LinkedIn: https://www.linkedin.com/in/morganmjenkins/ 

Website: https://www.sixthhousemarketing.com/ 

This episode’s sponsor is Finale Inventory- the ultimate solution for accurate and efficient inventory management. Trusted by thousands of brands, Finale offers seamless integrations with over 80 sales channels and platforms.

With customizable workflows and reporting features, Finale empowers you to streamline operations and scale your business with ease, preventing overselling and maximizing profitability.

Whether you're juggling multiple platforms, expanding your product range or just looking for a way to reduce operational chaos, Finale has the tools you need to succeed. Step into the future of e-commerce with Finale Inventory.

Learn more here: Finale Inventory

The impact of Tiktok shops for brand awareness and community building, not just for sales. The discussion also touched on the potential influence of Tiktok shops on content creation and influencer marketing.

In this episode, Jordan West and Lance Patterson, CEO of Juice Beauty, a brand making waves in the beauty industry shared insights and expertise on the transition to authenticity on Tiktok, differentiation in the beauty market, and the challenges and opportunities in the world of ecommerce. From navigating the impact of Tiktok shops to the evolving landscape of influencer marketing, this episode is packed with invaluable advice for businesses looking to thrive in the digital age. 

Listen and learn in this episode!

Key takeaways from this episode:

• The significance of surrounding oneself with amazing people for business success
• The need to keep up with the fast pace of consumer behavior and changing dynamics of business relationships in the e-commerce industry.
• The focus is on the smallest addressable market and its significance in product development and marketing strategy.
• Insights into allocating investment in team, targeted media, and influencer relationships for effective audience engagement.

Recommended Podcast/Audiobook:

The Diary of a CEO: https://stevenbartlett.com/the-diary-of-a-ceo-podcast/ 

Today’s Guest: 

Lance Patterson is a seasoned CEO with a background in managing brands in Europe and the UK. After returning to the US, he joined a skincare company as CEO but was introduced to Karen, the founder of Juice Beauty, and became captivated by her passion for organic and wellness. They connected over their shared values and started collaborating on innovative ideas for clean skincare. Lance's journey has led him to become a driving force behind the organic skincare movement.

Connect and learn more about Lance and Juice Beauty:

Website: https://juicebeauty.com/
LinkedIn: https://www.linkedin.com/in/lance-patterson-2695bb24/ 

Growth Plan: www.upgrowthcommerce.com/grow

This episode’s sponsor is Finale Inventory- the ultimate solution for accurate and efficient inventory management. Trusted by thousands of brands, Finale offers seamless integrations with over 80 sales channels and platforms.

With customizable workflows and reporting features, Finale empowers you to streamline operations and scale your business with ease, preventing overselling and maximizing profitability.

Whether you're juggling multiple platforms, expanding your product range or just looking for a way to reduce operational chaos, Finale has the tools you need to succeed. Step into the future of e-commerce with Finale Inventory.

Learn more here: Finale Inventory

By focusing on personalized attention to a manageable number of clients, this concept ensures successful execution and paramount client satisfaction. 

In this episode, Jordan West, Eric Autry and Craig Martens, bring new insights into giveaways reimagined. They delve into the success of personalized $100,000 giveaways tailored to specific audiences, discussing the strategic benefits for brands and the significant reactions they've received. From success stories and innovative approaches to the economic impact and networking strategies, this episode focuses on the transformative power of modern giveaways.

Listen and learn in this episode!

Key takeaways from this episode:

• Networking, timing, and understanding what works are key components in getting brands to participate in giveaways.
• Giveaways can create emotional connections and activate affiliates, leading to strategic marketing and business growth.
• Leveraging partnerships with other brands for shared giveaways can lead to mutually beneficial opportunities.
• Giveaway promotions should align with the target audience's interests to achieve the desired impact.

Today’s Guest: 

Eric Autry is a passionate fintech and lending enthusiast who has a deep love for ecommerce and numbers. With experience in funding over 200 ecommerce companies at Wayflyer, he gained a strong understanding of profitability and finance in the industry. 

Craig Martens began his career working with Richard, where they implemented traditional methods to grow their ecommerce channel. They saw relative success with affiliates, CRO, and landing pages. However, their business underwent a significant shift when they ventured into large Giveaway marketing. Despite the hurdles, Craig and his team adapted to the new approach and successfully navigated the legal and logistical aspects of running giveaways, ultimately transforming their business.

Connect and learn more about Craig, Eric and Shared Sweeps:

Website: https://sharedsweeps.com/ 

LinkedIn: 

Craig Martens: https://www.linkedin.com/in/craigmartens/ 

Eric Autry: https://www.linkedin.com/in/eric-autry-72b346168/ 

This episode’s sponsor is Finale Inventory- the ultimate solution for accurate and efficient inventory management. Trusted by thousands of brands, Finale offers seamless integrations with over 80 sales channels and platforms.

With customizable workflows and reporting features, Finale empowers you to streamline operations and scale your business with ease, preventing overselling and maximizing profitability.

Whether you're juggling multiple platforms, expanding your product range or just looking for a way to reduce operational chaos, Finale has the tools you need to succeed. Step into the future of e-commerce with Finale Inventory.

Learn more here: Finale Inventory