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SGW 006: Overview of FBA / Private Label [Part 3], Amazon Business with Private Label

Woohoo, Episode #6! Something crazy every week. That’s my mantra! Something that has the potential to propel your business forward. In this episode, we finally continue our discussion from Episode 2, continuing to lay out the overall FBA / Private Label business plan, and reviewing our 8 steps (and ending with #9).

The first four steps, we quickly covered in Episode 2 and Episode 5, and now we continue covering with the final steps of the amazon overview. We continue where we left off, right after getting our product on amazon and then getting our initial product reviews, press releases, and videos, and outside traffic. What comes next?

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We’d love to hear from you! Please, comment away, ask your questions, and of course, let us know what you’ve done crazy today at,

Did you miss Episode #1? Or Episode #2? or Episode #3? And of course, Episode #4 and #5, – You might want to listen to those first.

Transcript – Episode 6

Speaker 1:     Hello, everybody and welcome to that crazy online sellers gone wild. Loving it. Thank you so much for tuning in to episode number six of our crazy podcast. We’re just getting started. What have you done crazy this week? We’d love to hear: As I told you, I try everything and I bought pretty much everything there is to buy with regards to this FBA private label thing.

The benefit is, for you, that you get this inside look at these things and what results I’m getting in my business. I am living it day-to-day, this is full-time. This week’s episode, we have to finish up our overall private label plans. Over the last few episodes, we’ve dibbled and dabbled, and we’ve gotten up to about step six of the overall FBA plan. Now, we’re going to finish it all up.

Now, there are actually ten steps but we’re going to stop at number nine because the tenth is a little more crazy, so we will get all the way through six, seven, and eight today, that’s my hope. Without further ado, I’m watching the clock this time. I’m going to keep it short and to the point.

We left off with our product on Amazon, our initial reviews, and we were starting on promotion, which in this business means coupons, giveaways, trying to get reviews, trying to rank your product via certain keywords that you believe buyers are going to use to buy your products, keywords with merchant intent or buyer intent.

You’re doing this via sending traffic, coupon or promotional traffic, through URLs that may have the keywords embedded or you’re doing what will eventually be the way that everyone does it, which is telling people to type in a certain word or giving them a step-by-step detailed plan of how they have to find your product on Amazon. What keywords they actually have to type in, and then making them go to Amazon, type in those keywords, find your product, and buy it. Definitely a more nature way than these so-called super URLs. Although these super URLs have been working crazily well for so long. I think the whole’s going to go into a panic when they suddenly stop working. Which, in my opinion, they will. So, be prepared for that.

Honestly, this section that we talked about last week and we’re kind of finishing up this week — Part five of the overall plan is endless. It just goes on endlessly. We discussed four ways to do promotion from your Facebook funnel to bloggers to casual review groups to paid professional services that blast out your product. Each individual one of those is easily a podcast in and of itself so the benefit now is to know that they exist and know that those are going to be some of the main ways you attack promotion through the business.

Now that we’re starting Part Six, we actually have to start thinking both long and short term. We’ve already built our base of reviews, we’re already getting ranked on what we believe our best keywords are, and now we’re going to talk about things that are both short and long term to building the business in the months that’s going to come. We’re going to talk a little bit about other things, such as press releases, we’re going to talk about other pay-per-click methods outside of Amazon and the Amazon-sponsored ads pay-per-click you’ve already started. We’re going to talk about stuff like Youtube ppc, or Google ppc, we’re going to talk about video ads a little bit. We’re basically in the major building phase. We’re going to use things like pre-sale pages, we’re going to use retargeting campaigns, we’re going to continue to use our Facebook ads. We’re going to try to multiply our sales, make progress in ranking for ranking the keywords we want to rank for. Let’s get to it.

Let’s start press releases. This is one of my favorite topics, this is amazing. Press releases are amazing and the reason I get excited about press releases, I’ve been doing them for a long time and I’ve been doing them in regard to SEO for a long time, back in the day Google SEO and before that there were other reasons to do press releases as well. They’ve always been a solid basis from which to start a company. They’ve had both white hat and black hat uses that people have used them for. I’m very white hat, right?

I issue my press releases through the most popular and most expensive service, which I’m going to talk about shortly, and I only do one or two or three over the course of a product’s lifetime. I haven’t gone too crazy. But have I tried the black hat method? Yes, I have. What I consider black hat is not really spam, although it’s close to it. It’s when you’re just issues press releases a dime a dozen, one, two a day, just constantly hammering home your URL and your links and trying to just get these press releases everywhere are usually out through free methods.

Let’s talk about both methods but let’s talk about why you want to do it. When you create a press release, it gets distributed to thousands of news agencies and, honestly, they’re going to post it, a lot of them are going to post it and they’re going to post their links and it’s going to create those links back to your product. It will eventually build authority for your product. It will eventually build link juice, or what we used to call link juice. Now, we’ll just call it ranking via the keywords that you want to rank for so that your product will generate sales.

It’s not a method like Amazon ppc where you’re seeing an immediate result, though. Don’t expect to issue a press release and “Oh, my God, traffic’s going to flow in. I’m going to make sales overnight.” It’s not that way at all. In fact, press releases build one upon the other and they create more links to your products, more authority for your products, they get your product to a wider range. It’s kind of like the blogging thing that we talked about earlier. You have to do it, you have to create a wide range of links that are pointing in and I think over time, we’ve really seen that outside linking to Amazon pages does great things for a product’s ranking. Amazon likes to see these links coming in from other sources.

So, how do we handle press releases? Every product gets one, every product gets one. And the minute we’re done with the initial review building and the initial getting our sponsored ads up, we definitely go to the fact that we’re going to create this press release, we’re going to use it to, you know, build links, build confidence, build authority. Very few people would argue sales, but some might. I mean, over time, certainly, it will build sales through the other methods of building links, building confidence and authority.

Every single product we create gets a press release. We use the gold standard of press releases which is PR Web, They have a variety of different services that they offer. We use the third most expensive, it’s a SEO-based press release. We write a press release and we distribute it via PR Web and I think it costs over $300 per press release. Now you know why we don’t do a lot of them! But, it really does generate quite a bit of back-links, quite a bit of authority and over time, not initially, but over time, it really does create some really great ranking for your products, not only in search engines but we’re finding in Amazon. It’s a necessity, almost. We’re going to tell you some cheaper ways to do it if you don’t want to use the gold standard. But, the PR Web SEO is kind of the gold standard.

There are other ways to distribute a press release. There are plenty of free services: PR Leap, 24-Hour PR, there’s millions of them, Press Advantage, there’s some subscription services where you pay a monthly fee and they distribute a selection of press releases for you. You know, this is a different method. The free method generally requires more than one release. People using the free method are generally generating one to three press releases a week talking about their product, different ways they talk about their product, different keywords they’re targeting for their product.

I tend to use PR Web and do it once, twice, three times over the life of a product rather than really generate dozens of press releases and use the free methods. Here’s where it gets interesting. I’m going to give you a little story, back in the day, fifteen years ago, or maybe more.

Back in the early Internet marketing days, a single press release could catapult your traffic. PR Web has been around for a long time. When I initially used PR Web, you know, I was one of the only people out there that was really in this press release strategy thing. There were courses that were just starting to come out on press releases, this was quite a while ago. I used to pay a lot to get my press releases distributed. Then, one of my competitors started just generating these press releases that they started putting out on free press release distribute services.

If you want to find free press release distribute services, just go to Google and type “free press release distribution service” and holy, moley. You’ll be besieged by the numbers of places that will distribute your press release for free. It used to drive me crazy because my gold standard press release would get trounced by press releases from these shotty press release distribute service companies. Who knows, they were a dime a dozen, really a lot of them. Now a lot of major players, even in the free space, do a fairly good job, but back then, not so much. But still, it would get picked up and it would show up before mine released and it would drive me crazy.

The reason I’m sharing this story with you is because don’t think the free services don’t work, right? They actually could work very, very well. Sometimes I question the fact that I spend so much on each press release for the distribution. But, I, personally, like the distribution and the visibility that PR Web delivers. So, by all means, you can look at PR Web, look at their packages. But, you could also look at free distribution services, as well.

We will post on the website, or, we will post in the show notes all the different PR services you can join and all the different ways you can distribute a press release. But, you’re going to want to do it.

The number one question is get is how do I do it? You know, most people haven’t written a press release before and certainly I have written dozens and still my press releases constantly get denied because they lack a suitable newsworthy title or they have too many links in them, or a million different things that can happen. So, the number one way to it is to actually copy existing releases. The number one way to kind of see what a press release is is to simply go to the services like and actually search the releases, put in the keywords of your product and see what other releases have gone out based on what you’ve already done. You can look and search for press releases on PR Web and these are great press releases because they’re on PR Web and you can actually look at the way they’re made and you can base a press release on a press release that you like that someone else has distributed. This is certainly the way that most people do it, right?

They just spend a lot of time, they look for press releases they like, they take the format and the layout and the design of that press release and they put it in their on words and then they release it on PR Web. That can totally work. You also go easier routes. If you’d like to go to and search for press release distribution. You can certainly find a million people willing to write and/or distribute, I wouldn’t recommend the distribution, but write the press release for you for a fairly small amount of money. You could also go to Elance. You could also go to a million different places to get that initial press release written.

To write a quality release, though, is pretty tricky. PR Web constantly denies my releases for lack of quality. Why, why? There’s a million little rules in writing a press release. Just give it a shot, give it a try. It’s not rocket science but it does take some practice to get used to and even if your press release gets denied to its initial distribution with whatever service you’re using, they just tell you what you need to change and then you go and change it. It’s really not rocket science, it’s pretty easy. But, it’s an important first step and I really think press releases are pretty phenomenal, you know, and a total necessary thing even if you don’t see the benefits right off the bat.

Here let’s try some coffee. It’s excellent, this coffee is excellent. I cannot wait to tell you why I think is so excellent and we’re going to do that in a later episode. I think some of you might be able to guess but we will talk about all of that in a later episode.

So, let’s talk about the rules of the press releases. There are some rules you should take into account when you’re writing a press release.

You want to make sure you’re not going to use any super URLs or any weird ranking URLs. You’re going to link directly to Amazon, direct to your product page. You’re going to spread keywords, usually only one keyword per link, per press release. So, if you have three keywords that you’re going to use in a press release, that will be three links that basically link directly to your product page on Amazon. And, ideally, three related keywords seem to work really well.

How many links do you get? Three, four, five? Can I put a hundred links in a press release? Generally, it’s based on the length of your press release which is why lengthy press releases can sometimes have seven or eight links or more. Generally, you’re going to start thinking about three links per press release. If you release a press release, each press release you do will have three links to it. Typically, mine have more because some are bulky kind of press releases, they talk a lot more. I typically two to three keywords, I link directly to my Amazon products. I think maybe link to a couple of videos or promotional things as well with my extra links. Then I, of course, link to my other stores and things of that nature that are off of Amazon, as well. So I really spread those links around but if you are only as Amazon as your first product, you’re thinking “I gotta get this out there.” You just link directly to your Amazon product, use your three links to link with different keywords and that should be a great start for you.

Now, that’s not the end, it’s just the start because we’re going to be getting into the video portion of this in just a second. Again, I don’t want to spend too long on press releases but I believe they’re so important. Just remember, more text does get you more URLs. Finally, just remember, likely you’re not going to get calls from the press, it’s not like you suddenly send out a press release and the press starts calling you going “We saw your press release, it was amazing! We want to put you on ABC News, CNN!” While it can happen, it likely won’t, right?

But, if you can afford a PR guy, someone who will actually make the calls in conjunction with a real press release, yes, you can generate buzz. It can be a little pricey but a PR person who actually calls into editors and informs them of your press release, walks them through it, and tries to get a placement in a publication, that works. God, that works. It’s real work for them, though. Don’t think it’s easy for the PR guy. They actually have to call these people, email these people. Ideally, your PR person has a network already so they can get you placed fairly easily with a single phone call. But those people, they’re even pricier. So, there are ways to find PR people, most of the same things we’ve talked about before, Fiver, Elance, etc. and it can totally work but how much do you want to do right now? I mean, you’ve got a lot of things on your plate. This is not one of those things that I think people can spend a ton of time on in the beginning.

The rule is, write one press release. There it is! That’s your goal. Write one press release.

Let’s talk a little bit more about other things we’re going to roll into this idea of Step Six of the overall plan. We’re going to look at other traffic sources. So you’ve written your press release so that’s built your authority and stuff like that. Now we’re going to start driving traffic from other areas. You can start looking at– let’s start looking at the big one and get smaller as we go: Youtube.

Youtube, the second biggest search engine in the world. You will need to create a video ad. You’re going to need a video for your product. It’s just a fact. You can get them made on Fiver very cheaply if that’s what you want to do or you can do it yourself, if that’s what you want to do. Again, we’ll have a podcast totally just talking about videos because it is one of my areas of expertise. I really know videos very well, so we will be actually diving into videos in a future podcast episode.

But, anyone can create their own video if you’re using a Mac, you’ve got Keynote, you could just do a simple Keynote presentation. Or, you could simply talk about your product in front of a camera on your iPhone. You know, it can be pretty hobby-like versus professional. Sometimes, I think the hobby-style videos actually do much better than the professional kind of trailer videos.

You’re going to want a video, you’re going to want to put it on Youtube, you’re going to want to link to your product from that video. Depending on how that video is going to be targeted or whether you’re going to start Youtube advertising to that video, you may want to link to it via a special coupon code or a certain offer that you’re going to make to get more people to click through to your listing.

Now, once again, we are always concerned with pay-per-click with regards to how many people are going to your listing and not buying and thus affecting your conversion rate. The conversion rate being how many people go to your listing and buy. For every hundred people, you’ve got one person that buys: 1% conversion rate. Ideally, we want much better than that. If we’re sending a lot of people and they’re not buying, it’s not necessarily a great thing for you. However, this initial process of getting a lot of outside sources pointing to your product, if you’re not ranking, you’re not ranking. These outside sources really seem to help you rank quite well. So, it is worthwhile, in my opinion, to do that.

With regards to Youtube, and you’ll be able to repurpose any videos you create for your Youtube in other video ads. You’ll be able to do Facebook video ads, as well, and there’ll be other platforms that we’ll talk about with regards to video ads. Don’t think that Youtube is going to be the only thing you use your videos for but it is a place to start.

What do I recommend doing? I do recommend making a channel on Youtube for your brand and that is just your overall brand, not a product-specific channel. This is more of a brand channel so when you create other products, you’ll be able to actually use them. I recommend creating at least two videos: one being kind of trailer video, which is really your hard sell promotional video of whatever your product is. It’s really the trailer, right? The second is a more kind of casual, hobby-style video where you’re talking about your product, it’s relaxed, it’s easy. You’re talking about the product’s benefits and you’re simply doing it on video. If you don’t like being on video, that’s fine. Do an audio recording and let someone else handle the video. Let a Fiver person handle the video for you. It’s definitely doable but it’s something that if you’ve never done a video before, can seem very daunting at first. Do not let it daunt you. You can create videos. Videos is now everywhere. Everybody creates videos with their camera, with their phones.

Can you imagine what it was like a decade ago? I mean video was absolutely something unique to a website. In 2003 when I had video person who would walk out, you’d go to a website and a video person would walk out, a video version of me, actually, would walk out and start talking to the visiting website. That was like revolutionary! Now that’s considered old hat, that’s nothing. Everybody’s filming video, you can, too.

You’re going to want a couple of actual videos that you put on Youtube in your channel that then you’re going to link back to your Amazon product from and then you can start looking at Youtube ads and Youtube video ads. We’ll talk more about this in the future but even if you just dabble in pay-per-click advertising from Youtube to your product pages, I think you’ll be very happily surprised. The same applies using those same videos for Facebook video ads, driving them to your product pages. Again, you’ll be very surprised. Don’t be afraid to use hard sells in these videos. Why? Because if someone is interested in your product, a lot of people tell you “avoid saying the price” because that will scare people off or avoid telling them “buy, buy, buy” kind of stuff. But, I don’t necessarily want the most number of people to click on my ads, I want the qualified people to click on my ads.

When you think of creating these advertisements, think of qualifying your customer so that only the people that want your product are going to go to those product pages because your direct linking. Once again, you’re direct linking. This isn’t your special link that you were using for bloggers or for your coupons or for your promotions, this is a direct link and you want the most qualified people to be clicking through that link.

Now, there’s other ppc traffic sources, as well. We’re going to talk about a bunch of them actually in this episode. We don’t want the show notes for this episode to be too huge. We’ll actually cover the direct links to the things we’ve talked about and a few others but not too much because we don’t want it to be so crazy.

So far, you’ve written one press release, you’ve made two to four video ads, you don’t have to be in them, don’t worry, some sort of trailer, some sort of things that you’ve done. Now we’re ready to enter Sections Seven Eight which is the idea of continuing to build your product while you maintain your product while you, Section Eight, source new products, and continually build your business. If you’re doing all of these things to rank, by Section Seven, you should, in theory, start ranking already. You need to start thinking of building your business assets. Things like the list of buyers, which Amazon of course keeps, you’re going to be building via your promotions that we covered in Step Five. So, you are building assets, you are building a list of people that have visited your product.

You can also build a list of people who have clicked on your ads via Facebook or other ways by doing retargeting. If you’ve never heard of retargeting, it’s just a process of if someone visited your website once or visited your coupon offer once but didn’t take you up on it, you can retarget them over and over again. It’s why you see certain ads that seemingly follow you all over the web no matter where you are, that’s called retargeting. It’s something you’re going to likely get familiar with and we’re going to just gloss over right now. While we use Facebook, we’re going to now really start focusing on offering our products for free and building that list so we can promote to that list over and over and over again.

We really want to keep on promoting to that list and keep on building that list because over time, since we don’t immediately know who these Amazon buyers are and we can’t immediately contact them and tell them about a new product, and I will tell you a way to get around this, we need to build other assets that are off Amazon. It’s so important. I’m going to come back and back and back again to this but building assets off Amazon, just write it down. Building business assets. You don’t even need to know what they are going to be at first but they’re going to be things like a website, email lists, product catalogs, that gets into a bit of ecommerce stuff that we’re not going to cover right now.

In the building maintenance phase, you really need to nail down what your production pipeline is. At this point, you’re starting to rank, you’re starting to sell. You need to know your production time, your shipping time, how long it takes to process, what is the lead time between you placing an order, getting a product, Amazon stocking it, and you being able to sell it. You need to know that amount of time. You’ve likely reordered your product at this point or are just entering into the reordering phase. These are important things for you to know. I would also throw onto that: never stop sourcing. I always have two to three actual ways to get my product. Believe it or not, I have more than one person who’s producing some of my products. If one goes down, I’ve got a backup immediately ready to go. We’ll come back to that again but never stop sourcing.

You’re going to need to know your lead times and you do not want to run out of inventory. Which means what are you doing every day? You’re tracking your current inventory levels. You’re tracking your average sales per day and you know how many days you have left before you run out of inventory. This is one the key parts of maintenance of your product. Knowing what your inventory levels are, knowing what your sales are per day, making sure you don’t run out, and making sure you reorder with enough lead time.

Which brings us to the entire cash management issue, which is the true elephant in the room for most people, for me, for everyone. Cash management, being able to place your orders, press them when you get multiple products and where you have multiple outflows of cash can become extremely difficult without proper cash management techniques and we’ll talk about that in a later episode, as well. It’s tough, it’s very tough. You want to be able to monitor the days left until your stock runs out. I should be able to walk up to you and say “Hey, how many days of blankety-blank product do you have left?” You should be able to put back “72 days, exactly. I reorder in 12 days.” That’s how quick it needs to be and that’s how important it is to your business. I cannot tell you how many people run out of stock for their products and lose user ranking. Sure, you can get them back, of course, you can get them back. But, why would you want to put yourself through that extra work?

You’re also going to be not just looking over and knowing what your own product is doing, you need to basically measure and calculate what your actual promotions are doing, every day. You need to be tracking and evaluating all the sources of different promotions and coupons and things that you’re doing. It’s not a simple task at all. But, it’s not exactly an eight-hour day, either. It’s somewhere in between. You need to be able to track and evaluate at a glance how well each of your tracked sources are doing, where you are ranking for your individual keywords, what your changes in ranking are for your individual keywords. You need to know where all these parts of your business are.

Once your product is doing all of these things, once you’re sure about its production and its processing lead times and you’re always spending some time on sourcing every day -or every week, I shouldn’t say not every day, I will get to that in the way I manage my days. I typically manage an entire day around certain thing. So, if I’m doing one thing, I’m doing it all day. You need to be able to track your inventory levels, know where your sales are, know when you’re going to run out of stock. Basically, you need to continually build up your assets off of Amazon as you’re making sales on Amazon. You need to be making sure that when you create your products, you’re doing what’s best within Amazon’s Terms of Service to get these people, these buyers, information. Usually, people use warranty cards and things of that nature as ways to drive people off of Amazon to their own list, to their own private business assets.

Finishing up this, I just say never stop sourcing, right. There’s never a time where you’re going to be like “Ah, sourcing’s done!” It just doesn’t happen. Sourcing is going to be one of those things here and continually do, especially as you look for other products. Never stop your keyword research, never stop your promotion. Many people have thought “I’m now #1, I can stop.” Don’t do that, don’t do that. Always set aside, always keep promoting. Basically, once your brand gets pretty high up, you’re going to want to leverage that brand’s new found clout by offering other products that are going to complementary. These complementary products will help your initial product a great deal, more than you could imagine. We also would love to have an asset off of Amazon so we can actually tell people when we release a new product. Ideally, you collected warranty information, you’ve got the email list and you can tell them “Hey, you bought this product, now you can this product.” That really helps launch a new product and that gets easier and easier and easier over time as you build your products, which is exactly what you’re doing right now.

Now you’ve got your first product and you can start thinking about your second. Honestly, you don’t need to have waited this long to think about your second product. If you are back in phase one sourcing, you probably thought about complementary products and honestly, that’s where you should be thinking about it. Not way back on the back end. You should actually be thinking then, right back in the very beginning, what are the next products going to be? I have a product line of way too many products to even think about but at this point where you have one product kicking, you can really start that second or third product.

Now, when I say second or third, for me personally, I mean third. Why? Because I do products in twos and that’s something to probably note. I don’t source single products, I source products in batches of two, complementary products, as well. It speeds up the process, it keeps my mind on a brand because they’re going to have similar labeling, similar packaging, similar images, they’re going after similar groups of people. It allows me to double up and following the 80/20 rule, knowing that 80% of our products are not going to perform to our expectations, ideally, but 20% might exceed them and that is a random way to use the 80/20 quote, I might add. I like to just stack the odds in my favor and more products, the better. Even with proper research, more products, the better. I generally do two at a time when I’m doing it.

So, you’re looking at other products. Maybe you’re on your third or fourth or first and second or just first, doesn’t matter. You’ve now finished your entire circle. You basically have a product, you’re tweaking it, you’re building your keywords. It is a never-ending process. A lot of people do it once, they forget about it and guess what, that will work for some people. Never really worked extremely well for me. This is an extremely hands-on business, let me tell you. If you want to just build up your keywords, find some great keywords and just nail that ranking, you don’t have a lot of upkeep to do, to be honest. But, I think in the future, with more competition, etc., it will pay to keep in mind that you’re going to always want to keep promoting. I don’t want to go on and on about this, so let’s get to Step #9.

You are running all these ads, you’re doing all these Amazon things, you’re sending all these links. I would be remissed if I did not tell you: this is a podcast for Sellers Gone Wild, it’s not let’s do Amazon until the end of the day. We need to be thinking about a bigger game. We need to use Amazon to fuel a huge empire and there might be info products, there might be physical products, a million different things. But, they can all exist on Amazon but not only on Amazon. I would like to leave you with this thought: get the hell off of Amazon. Maybe a little early in the podcast episodes to at least start talking to even say something like that but I’ve got to put it in your head right at the very beginning, I feel like. Selling online is larger than Amazon. Amazon is huge and Amazon is the perfect place to start, but selling on Amazon is just the start. It has the opportunity to make you a huge profit and certainly many, many person’s incomes but you’re game needs to be bigger.

If you are seller crazy, Sellers Gone Wild, you really need to start thinking in the very beginning of how you’re going to grow off of Amazon. This is stuff like other websites and ecommerce that we’re not going to cover right away because I’m totally focused on Amazon myself and I love to talk about it. But, let’s plant that seed in your head right now.

Once again, I’m going over time. Did I tell you I bought myself a little digital clock, try to keep myself in the episode completely on time. I did find myself a digital clock so now I know when I’m running off at the mouth.

But, you have a lot of work cut out for you. You’ve got press releases, you’ve got video ads to do, you’ve got a lot of metrics to get ahold of and these metrics are so important to your business. I am the worst person to be telling you this because while I know my metrics, I do not spend enough time working them out. I know people are like “Well, how much do you make? How much do you do this? How much do you do that?” It’s like I wish I could tell you most of those numbers, and that is a scary truth that I just thought I would share with you. I move so quickly that sometimes it’s just statistics, which is the lifeblood of any business, sometimes lose me. You’re trying to get that under control as soon as we can and when we do, hopefully, I’ll be able to share some of that with you. Statistics and managing your actual–


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