Connecting with Your Customers Through Goodwill Marketing

Connecting with Your Customers Through Goodwill Marketing

In an age when people love to “shop small”, shopping on a site where over half of the world’s online purchases occur can can feel like you’re doing the exact opposite. But who can resist two-day shipping? Am I right?!? In order to counteract the feelings of detachment, it’s important for sellers to appeal to the buyers desire to “shop small”, contribute to a cause, and connect with a brand. Since most sellers do not have any systems in place to help buyers connect with themselves and their brand, there’s a huge opportunity here for you to capitalize on this area of lack through what is known as goodwill marketing. Here are some ways to show your customers your personality and set yourself apart as a “small shop” on a big platform!

Don’t Forget to Share the Benefits

Is your listing simply spelling out just the features and specs of your product, or are you communicating all the benefits that your product will bring into the customer’s life? While size, material, etc. are important, we recommend highlighting how these specifications will benefit the customer. If the battery in your book light lasts 700 hours, share how it’s a reliable companion for your nighttime read. If your yoga mat has more cushioning than most, highlight how the mat will offer more comfort to sensitive joints during their practice session. Communicate how well thought-out your product is and that will go far. 

Brag a Little

Is your brand involved in any type of philanthropic venture? Do you give a pair of socks away to the homeless for every pair purchased? Do you donate a dollar of each order to the Special Olympics? If so, make sure that is abundantly clear in your listing copy. If you haven’t committed to a cause yet, think about what you could do. Consider donating, volunteering or partnering with a non-profit that benefits a cause you’re passionate about. Even a small act of service can really make a difference for a customer teetering between two listings with similar products. 

Say Thank You

Are your autoresponders personal? What would you think if you received your follow-up sequence? Your emails are a waste of time and resources if they are going to get automatically deleted. Think about including a more enticing subject line, that makes buyers want to open it. Then once they do, make sure to share your gratitude for their purchase and emphasize your desire for their satisfaction. When customers know that you genuinely care that they purchased and that they are going to be well taken care of during the sales process, it will create raving fans. We shared all about how to show gratitude to your customers in episode 25 of the Playbook for Amazon podcast, so be sure to check that out for more ideas. 

When you show customers you care through your listing copy, images, and sales process, you set yourself apart dramatically from your competitors. I challenge you to look at your listings and make some of these tweaks today! And if you need help, one of our favorite services is our listing audit, where we help you to identify ways to optimize your listing, connect with your customers, and more. We’d love to help you if you’re interested.

What We’ve Learned From Ezra Firestone

What We’ve Learned From Ezra Firestone

If you work in e-commerce, you’ve probably heard of the dynamic Ezra Firestone, founder of He has helped countless online sellers to dial in their marketing and increase their sales, using his arsenal of tools and resources. Ezra was on the Playbook for Amazon Podcast episode 19 last month, and shared some real gems with our audience. In case you haven’t tuned in yet, here are three of Ezra’s teachings that have truly transformed our business

He gives more than he takes.

While Ezra’s created multiple businesses now doing $20M+ in revenue, he also freely gives of his advice, content, mentorship, and experience so others can work towards achieving their own massive success. We love his Facebook page and his frequent videos that are always the kick in the pants we need to take things to the next level. 

He enjoys his life and lets his quirkiness work for him.

While it takes an extraordinary amount of work to be an entrepreneur, we love how Ezra doesn’t preach a 23-hour workday mentality. He’s about working smart so he can enjoy his hobbies, his family, his rural living, etc. Check out this video to hear more about his view on business. If you have something that makes your business unique, use it as an asset to set you apart!

The most successful sellers we work with have systems in place so that their entire business is not hinging upon them showing up to keep the motor running. If you are at a place where a day off would tank your sales, you need to make some changes (check out these Accelerator courses to get started with some of these systems). Ezra epitomizes success in this field, and we love watching him work smart and remember to laugh at himself. 

He recognizes that you are only as strong as your team.

We learned so much of what we know about hiring and developing rapport among a virtual team from Ezra. Check out his video on team building here. It’s not easy trying to scale a business, and it’s more than just the nuts and bolts of a business that make it thrive. Ezra shows how it’s really about developing a team culture and when everyone is all in on the collaborative vision you share for your team, THAT is the recipe for success. 

So, whether you are in need of marketing tools and tips or you just need a virtual mentor, Ezra has made such an impact on TurnKey and our team members, and we’re grateful for all he shares with this industry. Who do you look up to in this space?