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The My Wife Quit Her Job Podcast With Steve Chou
625: The $1M/Month Brand Strategy That Most Amazon Sellers Are Missing with Janelle Page
00:52:58
In this episode, Janelle Page reveals the brand framework that helped her drive over $475M in ecommerce sales and take clients like Glamnetic from $80K to $3M per month in revenue. She breaks down why getting chosen matters more than getting found,
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- [00:00]
A
Welcome back to the podcast, the show where I cover all the latest strategies and current events related to E commerce and online business. Now in this episode, Janelle Page reveals the brand framework that help her Drive over $475 million in E commerce sales and take clients like glamnetic from $80,000 a month to $3,000,000 per month in revenue. She breaks down why getting chosen matters more than getting found and how to build a brand that makes customers pick you over the competition every time. But before we begin, I want to let you know that tickets for Seller Summit 2026 are now on sale over@sellersummit.com and if you sell physical products online, this is the event that you should be at. Unlike most events that are filled with high level fluff and inspirational stories, Seller Summit is all about tactical, step by step strategies you can actually use in your business right away. Every speaker I invite is in the trenches. People who are running their own e commerce stores, managing inventory, dealing with suppliers.
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B
And scaling real businesses.
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A
No corporate execs and no consultants. Also, I hate large events so I intentionally keep it small and intimate. We cap attendance and around 200 people so you can actually have real conversations and connect with everyone in the room. We've sold out every single year for the past nine years and I expect this year to be no different. It's happening April 21st to 23rd in Fort Lauderdale, Florida and if you're doing over 250k or $1 million in revenue, we also offer a private mastermind for higher level sellers. Right now tickets are the cheapest they're ever going to be, so if you want in, go over to sellersummit.com and grab your ticket.
- [01:29]
B
Now onto the show. Welcome to the My Wife Quitter Job podcast. Today I'm excited to have Janelle Paige on the show. Now, Janelle was introduced to me by my good friend Ritu Jabba. We've known each other for over a decade and anyone Ritu recommends is instantly on my must have guest list. I don't even have to screen the person. Actually, Janelle didn't even think that we were interviewing today, recording today, but I was like yeah, Retu recommended you. So so we're on. She is a much sought after consultant who helps both e commerce business owners and creators make more money by being known, found and chosen. And she has driven over $475 million in online sales across e commerce services and coaching. And she has built herself and launched and sold multiple seven figure companies and brands. Just by coincidence. However, I Also found out that she helped Anne of Glamnetic, who was actually a prior guest on the show, grew her Amazon sales from 80k per month to over $3 million per month. And what's also cool is that she owns a pickleball company. She's got a ton of projects, not to mention a family. But today we are going to focus on her framework for growing an e commerce brand. How's it going, Janelle?
- [02:56]
C
I'm doing great. So great to meet you in person, Steve. I've heard a lot of great things as well and watched the podcast, so I even saw the episode with Anne. It's a great, great job and I'm sure if everyone's as cool as you, an incredible community. So I feel honored and privileged to be here today.
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B
Well, thank you so much. And I read in your bio that you started in e commerce since elementary school, but how did that lead to what you do today?
- [03:21]
C
Yeah, well, entrepreneurship since elementary because I'm quite old. Everyone's probably like there's no way they had Internet back when she was in elementary. But yeah, no, I remember. So my dad was always, he taught us to work hard. That's the thing I always have to say. My dad set us up for success, both him and my mom, hard workers. We would collect cans at the lake. We lived by a reservoir. And then we'd go recycle and collect the money and then we'd go to at the same, at the time it's like a Sam's Club, you know, our Costco. And we'd buy those blow pops, the big bulk candy. And then we take it to school and we'd sell it to our friends. So we'd make, you know, 20 bucks. That was a lot back then. You know, that's pre inflation dollars for stuff like for a kid. So we were always running little businesses, you know his mowing lawns, babysitting. I even started ironing shirts for the families and we. I grew up in a religious community where the people would go to church and wear white shirts and you know, ironing. I, I still to this day hate ironing. But I made good money ironing, you know, when I was just in junior high. So yeah, I've always been one. I love money, I love making money. I, I'm not afraid to say that. I think you can do so much good with money. And it's been. There was a time in my life where I didn't have a lot of money. I was a single mom with four kids under the age of Five and I was hustling like crazy. And so I just know that like when you have money, the stress level is so much less, you know. So, yeah, I'm a big fan.
- [04:46]
B
I already know the answer to your thoughts on this question, but I actually want my listeners to hear it from you or someone other than myself. Okay, so how do you feel about doing keyword research on a product, throwing it up on Amazon and making money that way and that's that.
- [05:05]
C
I know, like I am. That's never been the way I've launched products. So I've just never even. I've been in the Amazon space for, you know, over a decade and I'll always present and people will be like, well, I've got this product and I did these keyword research and I'm like, I don't even care what the keyword research is. I'm going to create a product that I want, that I love and then I'm going to build demand for it. And you know, like when I speaking of Glamnetics, since you brought that up, like my whole strategy with them, it was like, let's build demand off Amazon. Because then you change the nature of the game. Because see, Amazon's like a closed ecosystem. There's only so much keyword searches that exist there and everyone's fighting over that pie. But what I'm going to do is I'm going to create brand searches on Amazon and then it's a defensive game. I just got to make sure I look great there and I defend my position and those costs per clicks when I'm, you know, defending Glamnetics. Keywords are much cheaper than press on nails or magnetic lashes. It's always been my strategy. I want to create a product that people love. I want to create a brand that will create loyal raving fans and then, you know, the product markets itself and we get to market the solution. I mean, I always think you created a product that solves a problem or helps someone achieve a dream state. So you just got to go out and tell people it's a distribution now of letting people know about the product and the product's really awesome. You've got built in distribution because everybody's.
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B
Going to talk about it and that is the right way to do things for everyone listening. Okay, so, you know, we're at this point right now and I'm sure you've seen this in your communities and the people you talk to. Amazon is just getting a lot harder. It's getting more expensive. Products are just constantly Getting knocked off. And all of a sudden, at least in my community, more and more pure Amazon sellers want to start their own brand. And it's kind of backwards from the way I started out. Like, going from Amazon to a brand is much harder than going from a brand to Amazon. So what I want to do today is I want to learn your process of building a brand for a product. I know you use words like creating a movement and creating a story behind the product. What is the blueprint for you?
- [07:11]
C
Okay, awesome. Well, that's a great question. And this is pretty much what I feel like I do most days, is I got people that started out as Amazon sellers. They. They are really good at the Amazon game. They know how to find product opportunities and launch them and, you know, start ranking and all that jazz. But then they end up like the guy. You know, I always say Central park with the trench coat opened up, and I've got the watches and umbrellas, and they get all these things. I'm hawking my wares. And there's no, like, cohesive story. And so if you try to, like, go generate brand demand, it's like, well, who are you? Because typically when you create something, you think of a person and you're solving a problem, and then usually that person has other problems, like, related to the first problem that you solved. And that' how you kind of launch, you know, complimentary products. And so they've kind of not done that. So we usually start with, what's your hero product? Or what are you passionate about? Or we try to get what's the story most of the time. I mean, that's what I want to get to is like, because we didn't do all this, we kind of have to go back and build that foundation first. Because every brand has a great story, and it doesn't mean like. And every brand, usually that's an Amazon seller, is like, well, I don't have a story. And I remember I was working with these two ladies who said the same thing. They had great products on Amazon. They had bestseller badges, and they were lotions and potions, and they're like, we don't have a story. Like, in five minutes, I'm like, you have a story. You're not even native to America. Your mom had these herbal remedies because as children, you guys got rosacea. Or was that. Yeah, Skin. Yeah.
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B
Rosacea.
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C
Yeah, yeah. And. And I was like, so she had these ointments and tinctures that she used. And when you moved to America, your skin condition flared up because you didn't have those products, and so you went on like a five year quest to build them and source and formulate here in the United States. I'm like, that's an incredible story. So I think sometimes we get so close to the project because we're in it, we can't see the forest through the trees. And we think, well, I'm nothing special. I have this problem myself. I literally, like, started writing on LinkedIn and I had, I hired a mentor and he was like, there's so much you can write about. I'm like, what? He's like, you know, so much. I'm like, I cannot even think of one thing I would Write about on LinkedIn. You know what I mean? And that's ridiculous if you think about it, right? And so I'm like, oh, this must be how my founders feel that I'm helping, you know, create their brand story. They're just in the middle of it and they forget how much they know or how special what they've done is. So we can, we can create a story for anything. And it's there. It's just uncovering it, shining it and polishing it up. And that's usually what the first part starts to look like. And if they truly have disparate products all over the place, it's kind of like we call it like trimming down the tree. Like, what's our hero? Where's our best, you know, path forward? I like to think of it like an arrow or tip of a spear. We've got to get some traction and go in with the focus and then we can get laser beam focus with that marketing. I think the biggest thing is we have to identify the audience and who the product is for. And a lot of people don't want to do that because they get nervous about niching down. Because let's say they've got a product that they made for dogs, right? And it's like a calming treat. And they'll say, well, it's for every dog. And I'm like, well, great. If we go on Amazon right now, there are calming treats for dogs. There's like hundreds. So we've got to come at it with a unique story and unique mechanism. Or maybe it's just for Chihuahuas, you know, for little dogs, like. And they think by doing that, they're leaving a part of the market and you are, but you're also gaining traction. I like to, I like to rock climb. So I think we've got to get a handhold somewhere, a good one. Right. And so if that's just going to be in the Chihuahua, we're going to own that space. Doesn't mean that's where we're going to stay for forever. But we will wrap up the Chihuahua space and then we'll start to expand to other toy dogs or whatever. You know, I'm just, it's just you have to go in somewhere. In the classic example where I learned this was when I first started in the marketing industry. I was helping as a copywriter a company called Progenics and they had supplements and they were trying to break into like the Arnold. They had a recovery drink, a post workout recovery. It tasted really great and it actually worked. Usually at the time you had something that tasted great and didn't work or it worked and it tasted like terrible chalk. Right. So we had two great things, efficacy and taste.
- [11:19]
A
Have you ever wondered what your business is actually worth? Well, I've worked with Quiet Lake Brokerage for over a decade, and one thing that I learned over the years is that most sellers wait way too long to find out the answer to that question. When I sold one of my businesses through them, I was surprised by how little I knew about what it actually takes to prepare a business for sale. And Quiet Light doesn't just list businesses and hope for the best. They prepare them properly. And the difference in the outcome is huge. Buyers are looking for very specific things. If your financials aren't clean or if your documentation is a mess, you're leaving serious money on the table. And most sellers have no idea what those things are until it's too late to fix them. And I've watched this play out across multiple deals. Now, getting a valuation isn't really about the number. It's about understanding what makes your business valuable to someone else and, and what's currently killing that value. And that information is worth having whether you're selling next month or in five years. Now, I've trusted Quiet Light with my own businesses. And if you're building something you might want to exit someday. Talk to them right now, find out what needs fixing while you still have time to fix it and go over to quietlight.com for a free valuation.
- [12:27]
C
And so here we are, one weekend at the Arnold, and the next weekend we'd be at some rock climbing convention and then we'd be at some jujitsu event and not getting traction at all. And it wasn't just my idea. Me and the director of marketing at the time was like, there's this new sport in California. It was called CrossFit. It was just getting started, a little event at a Cucamonga ranch. And we went to the event and we kind of owned it like there was nobody else in the space. And we thought, let's go all in on CrossFit. And I remember the meeting that we had. I remember we decided it and that focus right there, it gave us laser beam focused marketing. Now we knew exactly what events we were going to be at. We were going to be at every CrossFit event. We knew what magazines we'd advertise in. We knew the language we would speak. Because CrossFit, they don't do workouts, they do wads and they don't go to gyms, they go to boxes and they don't do like a traditional workout. There's, you know, Fran and Murph. And so we got the language and then we were able to paint this picture that we made supplements for CrossFitters, nobody else. And this was made just for them. And if you're someone that's into your body and peak performance and, and you find out there's a brand that made and formulated a product just for you, and they locked down all the athletes. I knew exactly who I needed to now try to get under contract for my athlete strategy. It was every pro level, top and rising crossfit athlete. And then I built out an amateur program because you want to get all the young kids too, right? And so it's just that kind of focus that allows you to, to dominate a market. And now, now Progenics, you know, millions of dollars later, we've branched out and we own surf culture, we own spear fishing and like yoga, like. But we couldn't have done that initially. It's like those people who say you're an overnight success and we all know there's no overnight success. There were. You missed all this seven years of grind of me up late night doing all these things and you see now like Janelle everywhere or something like that. But that's not how it started, right?
- [14:21]
A
Yes.
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B
You know what's funny is not too long ago I was actually at Home Depot looking for oil to oil our sewing machine. And, and there was like the whole shelf of like lubrication oils and whatnot. But then the one I bought, it actually said four sewing machines and it. And if you look at the ingredients, it was the exact same ingredients of like a quarter of the shelf. So just those two words caused me to buy it. And that's just an illustration of what you're talking about, right?
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C
Yeah, it's like you knew you wanted sewing machine oil that said sewing machine oil. It was exact match. I mean this is a little strategy. I did a doing a contract with Amazon ads and I'm doing some content for them teaching like ways you can do better on your headline ads. And one of them, like the simplest hack and I'll, I'll put this on LinkedIn in a couple weeks and go into more detail. But it's like when your customer types in like glamnetic nails, like that's, I won't use a branded example. I'll do something like Halloween nails. Your headline ad should say Halloween nails in it because there is a psychological switch that thinks, oh, I typed in Halloween nails. This is Halloween nails. You know, instead of saying like spooky nails, which is cute and fun. But I was in my mind, I don't want to have to make that processing leap to Halloween nails. Spooky nails. Oh, you know what I mean? It doesn't feel like, oh, that's me, that's what I wanted. So just little things like that. Buyer psychology. Fascinating.
- [15:44]
A
You know, I just wanted to take a moment to tell you about a free resource that I offer on my.
- [15:50]
B
Website that you may not be aware of if you are interested in starting.
- [15:54]
A
Your own online store. I put together a comprehensive six day.
- [15:58]
B
Mini course on how to get started in E commerce that you should all check out. It contains both video and text based.
- [16:03]
A
Tutorials that go over the entire process of finding products to sell all the.
- [16:08]
B
Way to getting your first sales online. Now this course is free and can be obtained@mywifequitterjob.com free.
- [16:16]
A
Just sign up right there on the.
- [16:17]
B
Front page via email and I'll send you the course right away. Once again, that's mywifequitterjob.com free. Now back to the show. So I want to know your process because I have a lot of people that come up to me and they say, hey, you know, I don't have a story. I sell these really boring generic products at Amazon. Like how am I going to make sales in my own store or create a brand? What is your process for extracting that information out of your clients?
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C
It's the interview style. Just like this. It's like two weeks ago, a guy who told me those exact words, it's boring. I worked in the TV mount space for all these years installing for like RC Willie or whatever and I just, you know, was like these, these mounts suck. And I'm like already fascinated. Can you already tell this is a Story, you know, he's like. And so, you know, I'd sit here and I was like, try to like, screw their big TV mount into like their pillar out on their patio, and it just wouldn't grab. And then, you know, it'd only be flat. And I thought, wonder if you could angle this. So then he basically goes home. Like for two years, he's tinkering with how to build better mounts that can like, slide back, come around, crane attached to any surface, and not have to make big holes. And he's going on and on, and I'm just sitting there and I just kind of start chuckling. And he's like, what? I'm like, this is an incredible story. And he's like, this is. I'm like, yes, you, basically. And he didn't fails to mention he's an immigrant. He came here with nothing, and that's the only job he could get. He actually was very well educated in his country of origin. Comes here, can't get employment guess because green cards and all that stuff. So he's basically taking a menial labor job. All those years installing mounts when I think he had like a PhD. I don't remember that all the details there, but I just thought that's, that's a great story. Can we not like all agree here on this podcast? So it really is just start talking to people. I can find a story in anything because people think you have to have an incredible story. And I'm like, every story, it's the way you tell it. You know, like I'm sitting here, I'm talking with animation. I don't think I'm really the. The best speaker, but I win the best speaker awards. And I think it's just because I'm animated. You know, I'm excited. People feel the energy. Like, I used to teach high school, my very first. That's what I went to school, and I got a degree in secondary education. You are basically an entertainer. I mean, teaching history, I thought it was so fun. I got to like, talk about dropping bombs and like, this is so great. They all hated history. By the end of the year, everyone in there, when you ask them what they want to be when they grow up, they want to teach history. I mean, I almost about that because that's the power of a teacher or the power enthusiasm, you know, that energy that you can feel when somebody's passionate about what they love. And so I'm like, you know, I. I always say I don't have to be passionate about things because I like to make money, I'll shovel a manure, because if it pays good, then I'll be happy about that. I was like, yeah, well, because you're passionate about making money. That's where your passion comes from. So I just feel like if someone here watching this podcast is like, I don't have a great story. I'm like, why did you start your Amazon store? There's a story right there. Just like your great story. Why did you and your wife, how did you end up with this podcast?
- [19:24]
B
It's because she cries a lot. It's all because she cries a lot.
- [19:28]
C
You did not want to go to work. I'm gonna fix this fast because that's what men do, right? We're fixers. I say we are fixers. I'm not a man, but I have been accused of being in my male energy when. Because I was a single mom for so long. And this is actually really fascinating. We won't go too off on a tangent, but there's what they call feminine and masculine energy, and that masculine energy is the fixing energy. And it's what we. That hat I wear a lot when I've owned multiple businesses and, you know, managing employees, it's like someone comes to you with a problem, you've got your, like, problem solver hat on. But when you come home, you need to learn that sometimes people just want you to listen and not fix. Right. That's more than.
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B
That was the hardest thing for me to change.
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A
Yeah.
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B
So now I just keep my mouth shut for an extended longer than I think I. I should, and then that. That's done wonders.
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C
I just told my husband, like, when you come to me with the. This problem, if it's not one you want me to fix, just let me know in advance. Hey, babe, I'm just. I'm about to tell you something, and I'm not asking you to fix it. I just really want you to listen. And that was a huge unlock for us because then I got to take off the, you know, because you're in business mode all day. Take off the. I'm not here to solve the problem. I'm just here to listen. And, you know, it's not necessarily a man or a woman thing. It's that masculine and feminine energy or just like, boss mode CEO that we deal with.
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B
And that is great marriage advice. I thought we'd be talking about E commerce only, but that keeps relationships together. So, you know, okay, so we got the story. We got something interesting to say. What is the next step? And this is another Pain point I have, you know, people in my class have is it implies you got to create content, right? You got to get this story out there. So what is your advice on that?
- [21:13]
C
Yeah, there's two ways and I can, I can do them both and I enjoy both, but it's really not rocket science. And I love Alex Hormozi because I feel like he says things now better than I've ever been able to say him. He's got a way of crystallizing and teaching that. I don't know if he knows this, but he's an incredible teacher. If you can crystallize things down to the simplest form of truth, that's just really sticky. But I was teaching this before and it's basically there's two ways to get distribution. You can either pay for it or you can earn it. Earn attention. Right? So paid media, which I love, and then organic, which is slower, but it's also nice to, if you can build an audience, not have to always pay for it. So I do both. And sometimes I get frustrated with organic content because it's slower. I think it's got a longer ROI and it's, it's more sticky. Over the long term, you build a really loyal audience whereas you kind of churn and burn when you're paying for attention. But they're both wonderful and I would say you do both. So, you know, it depends on what your budget is, if you have funding, if not, you're going to earn that with your time through organic content and posting and, and what people don't realize with organic trying to g traction and build an audience is it. It can take up to a year of hard work, a daily posting, multiple times a day. And it has to be great content. And you know, you're not going to start out with great content. It's going to take a while to hone and sharpen that skill. You start to see what works and I sometimes don't have the patience for that. But I actually really enjoy writing. So I love making content on LinkedIn. I've tried video, it just takes a lot more time. You got to have the studio. It doesn't work with everything else in my life that I like to do so and I'm kind of out of that phase where I don't have to grind. But if I was like back to Janelle with the four kids under the age of five and I need to make something work, you better believe I'd be all in on YouTube, creating long form content, educating, you know what I mean? Building out those assets. And I tell people I've worked with YouTubers, creators and launching products with them. They have such a head start because they have the audience, the people know like and trust them. And it's now just, okay, what product can we create for them that they're going to love? That's true to you because they have distribution built in. So you're going to have to build distribution or buy it.
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B
Okay, so back, back to like the Amazon example. I'm an, I'm an Amazon brand. I want to, you know, build a brand. Do I have to do video is the question I always get asked. Because written word doesn't work as well anymore. It did once upon a time.
- [23:44]
C
Yeah. No, so like if you're gonna do written, you're gonna do founder content, right? That's gonna be you talking and you're gonna need to share pictures people wanna see. But if you're talking about your product, you gotta show, don't tell. In fact, if you go to my LinkedIn, if people wanna see, like, I'm always posting like great ad examples and explaining the breakdown or marketing strategy. Like, I just broke down Taylor Swift's Life of a Showgirl. Cause it was recent. She does her ingenious launch of her 12th album and all the marketing there, you know. So I like to break things down like that because then brands, or mostly Amazon sellers who really aren't that strong in brand marketing, they can start to see. My goal is to teach you, like, look, this is what someone who's building a brand does. Like who has the biggest brand in the world right now? Taylor Swift. Right. So like, here's her playbook, here's how she launches her 12th album. I mean, that post alone, I don't think people. This is probably the biggest unlock you can have is like taking things that work in other industries and applying it to your own. I mean, that's huge, right? So go look what Taylor Swift is doing in music. You can apply that in E commerce. I try to break that down for people. So you are asking like, what can they do? What was the questions if I don't.
- [24:53]
B
A lot of people are actually squeamish about doing video.
- [24:55]
C
Oh yeah? Yeah, get on video. Okay. Well, you've got to. If you don't want to as a founder, at least show your product working. Like, I just showed the cat video on LinkedIn, like one of the best product demos ever. If you've got a product, if people can see that it works or how it works, that's half the Battle if you don't have a product that's demonstrable. I'm like as a, I don't want to invest in it because just of what I know now and how easy it is to gain traction on social media, make video content, like create products that can sell themselves. Like when somebody sees it, they have an aha moment. Because the hardest thing with Amazon sellers, and I do feel bad saying this because I know a lot of people probably listening to this podcast if they're Amazon sellers, is they probably have a me too product. They probably saw something in a category that was like, oh wow, these shelves are doing great. I'm going to get in, in the shelf space and like I'll just make it a little cheaper to ship. And they can't even tell you why their product's better. And see, that's just not, I, I just would never create a product like that because I know you're basically not able to build a brand off something like that.
- [26:02]
B
Okay, that's actually, that's a really good point. So there are a lot of people that come to me, they, they found a product and it was good because of the numbers, right? And at the time it wasn't that competitive. So they listed it, they made a lot of money. But now like everyone started jumping in. All of a sudden they're selling this product that you, there's like a hundred that are the exact same thing.
- [26:19]
C
Yes, I, I literally just wrote a post on this brand is remote is all you have. Because in today's environment where it's so fast for people to manufacture what you've got and you're, you're factories, trust me, I have lots of brands and we have factories and we have I patent protections. They still knock you off. All right? So if you can build it, so can they. That's what I always tell people. So you know what, your only M.O. is going to be your brand story and how you market and your distribution. And so you've got to figure that out. And if you don't have that, like, I'm sorry, there's no middleman anymore. So you, you're not going to be able to beat the factory on pricing. And this is why I don't love Amazon as a platform strategy because it's a price driven platform. So whoever goes there and has, you know, the cheapest product and they're all equivalent will win.
- [27:09]
B
Yes.
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C
So you've got to have the story. You've got to be the Patagonia, the North Face, you know, the Gucci You've got to do that. And I have a lot of friends that come to me and be like, I want to start Amazon brand, or I want to get into what you do. I'm like, no, you don't. You don't want to do Amazon. You know, I'm saying, if you want to do what I do, then I'll tell you what I do. But I don't do Amazon. Amazon is a channel for me, and I'm platform agnostic. I don't care where you buy my product. You can buy it in retail, you can buy it on Amazon, you can buy it on my site. My job as a marketer, as a founder, as a brand creator, is to create the demand and the desire, and then you go buy it where and how you will.
- [27:48]
B
So back to the content. Now, a lot of people are intimidated. So let's say you get over the video hurdle. Great. Okay. So they're willing to create video, but then creating content on a regular basis because a lot of it is consistency. Like, we're both content creators.
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C
Yeah.
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B
How do you find endless ideas about your brand that you can create? Like a TikTok channel or a YouTube channel or an Instagram reels channel?
- [28:10]
C
Yeah. Okay. Well, there's two things. First, I want to. These are good questions. I want to say, one good piece of content can change your business. I used to tell people this, and I still do all the time. One good lead magnet, one good funnel can make you millions of dollars. You know, so it's not like you have to have 15 great marketing funnels. Sure, it'll be great if you can build up to that, but you really just gotta nail one of them, get that rocking and rolling. And then as you find success in a funnel that works and you start bringing in customers, you get so much feedback from them that you can actually start. They write your funnels for you for the next, you know, your next ads. It's like, you have to. It's the hardest part. It's just getting that first initial finding the thing that works. And in order to do that, you have to test a lot. And I meet with people all the time. They'll say, well, I tried Facebook ads, or I tried this video. It didn't work. I'm like, how many did you try? You know, one or two. I'm sorry. Like, I test initially out of the gate, like 20 creatives. That's just an initial launch. So, you know, when you say, how. What do. How many do we need to make? We need to make a lot because we need to test. But, yeah, you can shorten the timeframe of success by studying what's working. There's formulas, there's frameworks. I guess a good reason to follow people like me or you teaching, you know, is though I'm breaking down all the time. Successful ads, how they're doing it, what they're doing. And it's really like, hook the body and the call to action. So if you get them to stop the scroll or you grab their attention, and it doesn't have to be this huge, you know, dynamic demonstration. It's literally just when you understand your audience and what the problem is, you can hook someone by just calling out the problem and showing your product, fixing it. It doesn't have to be a dramatic display, is what I'm trying to say. Like, they're so simple. Like, you know, I just. That cat ad, it's on top of my mind because I just made a video about it on LinkedIn. It shows, like, I have a cat. And so, you know, I hate having cat hair. We got these lint rollers around. I'm always like, you know, get the cat hair off me. It doesn't work that great. You have to always be taken off. So, of course, I see a video where. Where they're trying to get cat hair off of the sofa cushion with this. And it's just, you know, we all know the pain. And in, like, three seconds, you're already like, oh, yeah, I relate. This is like, they know a cat owner, obviously, stop the scroll by showing me exactly what I do every day. And then they take their little mitten that they've developed. You'll have to go watch the video. And they literally just like this and picks right up that hair, and I'm like, sold. That's not even hard. You know what I mean? It's like, you showed the problem. You showed how your product's a solution. It is that simple. And again, I think the problem is, is that we have people that have created products that it's like, well, this isn't demonstrable. Like, it's the shelf that sits on that. Like, talk about your bookshelf behind you. I mean, if I. That was my product first, I just. I wouldn't ever go into market with that as my product. I just. I know too much now about how you have to be able to market a product. Unless there's something like that. This folds up and, you know, you live in a European studio apartment, and maybe you need that space later in the day, and that will like condense down and do something so funky and flattened against the wall. Then that bookshelf to me is like, okay, so what? Yeah, thousand bookshelves. It just would never even enter that space. Yeah.
- [31:29]
B
Which is what I wanted to say. Like sometimes your Amazon product isn't going to work right for creating that brand. You got to pick and choose like your best ones that are most demonstrable and, and stand out right. Where you can create some sort of story around it.
- [31:42]
C
Well, and I, I talk a lot because I have colleagues and good friends in this space that literally there is a model that is, I am an Amazon seller and this is what that model looks like. And I, and I wish that they would teach this to their students so they understand an Amazon seller. Your job, if that's the model you want to do and run an Amazon business, is you are constantly on a hamster wheel of finding products that you can have some good margin for maybe three, six months, maybe it goes for a year, but you get in, you make some good money on that product and then you basically are wiped out because competition gets in there, everyone and that is the business, then it's looking for that next product. So if that excites you, if that's fun, that's very different than building a brand that is looking for product arbitrage or opportunities where you can come in to a category it's not fully saturated. You have a little unique advantage where you've found how you can ship it cheaper or flatter or make this tweak. And so if you have like a three to six month glory run and you make, you know, $100,000 and you're going to reinvest that great. And I know people who have done well doing that and unfortunately they don't do as well anymore because the aggregators don't want to buy businesses like that anymore. And that's what I think. There's a lot of people now in the Amazon space that are kind of like, oh shoot, like my whole goal was to get in here and do this because they were going to help me exit. But nobody wants to buy that anymore. This is too, it's so high risk. I work with PE groups and aggregators all the time and won't touch that. They're not interested. They want a brand.
- [33:10]
B
Yeah. So the examples that you just gave, like regarding the cat, like those are, those are great for ads. Right. But if you wanted to have like an organic content strategy that required consistency in posting, what, what is your strategy with that?
- [33:25]
C
I'm Gonna, I'm gonna tell you one because I am launching a cat brand. Just. Oh, you are.
- [33:29]
A
Okay, great.
- [33:30]
C
So I'll tell you exactly what I want to do, in my opinion.
- [33:33]
B
What brands do you have? Janelle?
- [33:34]
C
Like, literally, like every day I get approached by people that are like, janelle, I want to launch a brand. I want you to partner and just, you know what I mean? And it's fun, it's exciting, but it's like picking the ones where you're like, okay, this is one where I want to be involved in because here's why I love this brand cat. What's the most shared content on TikTok, on Instagram? Like, it's. To me, it's a no brainer. I'm like, yes, sign me up for cats. Do you know how much fun we can have making cat content? Like, I literally Posted about on LinkedIn what my strategy is going to be? It's going to be finding the best cat content, sharing it. Already I've got creators out there creating, you know, reels of cats. Millions and millions of views. I've just got to basically work my product into the end of it or do something, you know, that's an easy one. And then it's like, have you seen the new stuff they're doing with the AI Cats that do cat casting? Can you imagine? Like, I'll have Liquid death style. Like, you know, Liquid Death to me. I will model all of their commercials and all of their publicity stunts. And instead of human beings being in it, I'm going to put cats as the characters. And instead of them, you know, doing Liquid Death, like, we're doing liquor lickable cat treats, you know, like hydration for cats. That will be our product. And so it's like, this is, what I'm saying is like, you can go in and it's not like I'm, yes, it's stealing. Like an artist, I'm like, finding frameworks that already work, brands that are crushing it. And now I get to personify that with cats. And you know, I literally was thinking the other day, I'm gonna go up the animal shelters, like up the street. I'm like, I'm gonna go adopt every cat right now. Because I just got this house, we have a lot of acreage, you know, and like, and I was like, what if I had like a hundred cats on my property? And like, I just go out with my lookable cat treats and they all just come running. Like, I mean, the possibilities are endless. I'll find every cool, like, commercial that's ever been made that's worked. And instead of it being humans with whatever product it was, it will now be cats with my product. And I'll, I'll remake that commercial, that content. And so that's kind of how I think about, like, ongoing content on an ongoing basis. Be, what can I do that's fun? And then I, I will do contests with people with their quants, because people love their cats. People love to make videos of their cats. So I'll create contests like, hey, you know who can make the funniest cat video? Send it to us. Like in America's Funniest Videos. I don't even care what it is. I just want everyone sending me their cat content. And I'll just have cat ears. We'll have tons of cat content. It's going to be too easy. That's probably not fair because that's so easy, right?
- [36:14]
B
I mean, I think the key takeaway from what you just said is you're basically trying to attract people who would buy your product. And it's your videos don't even have to be about your product. You were just saying you're going to be posting all these, you know, cat.
- [36:27]
A
Videos that people submit and then maybe.
- [36:29]
B
Slip your product in occasionally in one of your own videos that, that you publish, right?
- [36:33]
C
Yep. And here's something like, I guess you just have to be creative. Like, I'm literally. We just launched at Glamnetic, one of the things I've like been pushing them to focus on because there's so many people that can get into the press on nail space and it's blowing up. Right. And your factories are going to compete with you. And that's why I say, like, you, if you don't have a brand, good luck, because you're not going to be able to beat your factory on price. But we can beat them on brand. And we've been able to lock down the brand deals. And that's what I'm like pushing for every licensing deal we can get. Because the faster you lock those down, your competitors can't get them. Right. So if we get all the ip, like, you know, we've done Harry Potter, we just did Fanatics. You know, we've got hello Kitty, Beetlejuice. Like, we're going after those hard. And then like, think of the content like, I'm just sitting here yesterday and I'm like, okay, Fanatics has launched. And you remember, like the NFL, the Budweiser and Bud course, you know, like, I'm like, we've got Kansas City Chiefs in the Cowboys game coming up on Thanksgiving Day. I've got those nails. So I'm gonna have, like, my graphic designers create, like, the nails. You know, like, they're going on Super Bowl Sunday, although it's Thanksgiving Day. They're going against each other head on the Cowboy press on nails. Kansas City. Kansas City Chief press on nails. And we'll put the helmets on them and we'll recreate those Budweiser ads. Those were killer, you know, so just thinking outside the box or getting inspiration from what's worked before, I literally had my VA go into every Facebook group for fan groups. And this is organic side. This is not costing a penny. And I was like, go find every Kansas City Chiefs group and just start posting these nails. Like, getting my game day on. Every time there's a Kansas City Chief game. She just literally. I told her a post idea to go have a poll where it was the Cowboys versus the Chiefs, because this is things gaming. I want to build a ton of hype around that. He has over 3,000 shares on this Facebook post, which is like. And it's got, like, our nails in the background just talking about getting your game day on. And I mean, I took a screenshot because I'll probably post about it on LinkedIn. But I'm just saying, guys, this is so easy, you know? And maybe I don't want to say maybe it's so easy for me, but I really believe. I guess the more I can talk about it, the more I can teach about it. It will become easy for you too, because I'm not smart. I've just been doing this more. And I sit around, I think about, and I look for examples. So I'm hoping that as I'm talking, people are getting ideas. But I'm like, I'm not a genius, you know, it's just the system that I use. I kind of look around like, what's working over here? The Facebook ads library is fantastic. I'll go into, like, the most boring. I say boring ass categories. I'll try to swear, but and be like, what are they doing? Like, you know, in tech, I think tech's kind of boring, but some people might think that's interesting. What are their ads? Or, you know, and usually it is pretty boring. I think, man, I can make these guys so much more money because they're so boring.
- [39:16]
B
Or you know what, you go help Google. Their ads are always horrible.
- [39:20]
C
Or like Bugatti or like something that so different, like Lamborghini. The brands that have to actually Position themselves and sell this feeling, that's who you kind of want to look at because they're not competing on price. And when you see how they position and how they sell, it should really like a Rolex. What are their ads look like? What, what is the feeling they're trying to create? Because they've created some dang good loyalty. I love things like Harley Davidson. Like if someone's willing to tattoo your logo on their body, you've got a killer brand. And so start thinking about to you, what are some brands where you feel like this affinity or you're just like, man, they're good. And then to start thinking about, well, what have they done? And just those thoughts will start generating ideas of what you can do with your product. And then too sometimes this is so theoretical and this is so brand and this is so high and mighty. I believe so much in brand marketing. I believe it is the long term investment that people aren't willing to make. And I work with brands that are, you know, 50 or $100 million and they are all performance driven. They're very much direct marketers and I just have to really push on them. And I say I love that, you know, you want to know the ROI on everything, but will you just trust me that there's some things like Gary Vee will always say, what's the ROI of your mother? Like there are just some things like I cannot sit here and tell you like what that ROI will be, but you have to believe me that it works. Building your brand, investing in the story and just becoming known. That's what I call a category of one brand. Get, get known, get found, get chosen. Like these are things that I can't necessarily say, Well, I spent 300 on a Facebook ad and I made, you know, 450 after. It's just it, it's brand marketing. It's always worked. It will work till the cows come home. That's why all these big brands still do it. Coca Cola, Nike, like they're big for a reason. They invest in the long term roa. They're not just building for a one year exit, three year exit. They're building to build an empire, a legacy. So I think why I wanted to tell you that is because I'm talking about this brand marketing. But I want to give the listeners also some hope that you can drive incredible returns with a great Facebook ad strategy too. Like make a funnel, like where you make a great offer on your product. And I'll tell you an example of a lady that I just Started working with. She was doing like $100,000 a month just on Google Ads for her kidney. She helps. She's a herbalist for pets, mostly dogs. So, like, people will come to her and they have like, their dogs in kidney failure. And I didn't even know anything like this because I didn't have dogs. But she can't make claims. She's an herbalist. She has botanical formulas and formulations, and she is literally saved. I don't know if I can get her in trouble talking about this, but, like, she's saved thousands of dogs lives. Like, where they took them to the vet and the vet was like, we have to put them down. There's nothing else we can do. And then these people out of desperation will, you know, start searching the Internet and find her website where she has like her five step system and it works. And she was like, what do I do? And I'm like, you need to run some Facebook ads. Like, I mean, literally, you're saving dog's life. She's like, oh, but I can't say this, and I can't say that. I'm like, okay, well, the. The number one step in her program is first you've got to get your dogs on raw food. Like, you know, and believe it or not, people like, actually cook their pets meals, right? Like, it's not good. I mean, she explained it to me. It now makes sense. I feel like a terrible cat mom because my cat the cat food out of the dry bag. But, like, that is so bad for their kidney. It's so dry, it's so processed. These animals were not meant to eat all this. So. So you see the power of education right here. I'm like, amanda, if you start teaching people this, like on you say, what content should she create? As a founder, she should have a YouTube channel where she talks about the dangers, the hidden dangers in processed food for animals. Like, they were never made by God or whoever created or evolution to be eating dry food. I'll say. So that's step one. So what do we do about it? Well, we can cook them meals. Can you imagine? I said, do you know what a great lead magnet a recipe book for raw meals for dogs would be? Do you know how many leads I could get you at less than 25 cents a click overnight with a Facebook ad giving out free recipes for dogs, you know? And she. It's just. They just never think about. They're thinking so transactional. Like, I got to sell the product. I sell the product. I'm like, no, we need to get people educated on what it causes, kidney failure in animals, and how your five step system saves them. And the first step in that is getting them off of their processed food onto a raw diet. And any human being that's ever into health understands that because it's the same step for, for humans. Right. We can't eat garbage. Garbage in, garbage out. So it makes complete sense to now the dog owner that's like, oh my gosh, the food is that I'm literally feeding my dog, is killing my dog. All right, so step one and then step two is like they have to have pure water. Like, I didn't know this, you know, so she has like all these, these five very beautiful steps. We create a funnel and now we can go to market with getting her leads. And it's just, we're just getting started. But I would love to be able to like, and I will share it on LinkedIn. But she'll, she'll, she'll have a million dollar funnel. Give us another six months. We're building the landing pages, we're getting all the assets together. We don't even need six months. It'll be three months. It's going to be so, so fun. You know, she's excited and she has so much knowledge. She has like saved thousands of dogs. And even if she'd only saved two or three, at this point, you still could go to market with this product and this solution. So that's why I don't want people thinking like, oh, brand marketing. She's not out there building like, you know, five leaf botanicals, investing in billboards. Like, she can literally go into and target her unique owners. We can target on Facebook. The beautiful thing about meta anymore, you don't have to know like, oh, what audience, what interest the creative drives. So when you start talking about what you know and you create the ads, it'll find them. So you, like, she's gonna need 500 bucks to go to market, you know, and, and start getting leads.
- [45:23]
B
You know what I like about that example is this is just the tip of the iceberg. She's building herself as an authority in this niche.
- [45:29]
C
Yeah.
- [45:29]
B
And she can release millions of remedies and people will just buy it because of her.
- [45:34]
C
Right? Yep. Yep. Well, here's one maybe in case we're getting boring, because I'm like, I do me too products, I, I'm helping a brand right now. They are literally in the supplement space and I've done, you know, millions of dollars in the supplement space and I start to think Supplements are kind of boring, but they, they make, they do well. But there are a lot of me too products. Especially if you're like magnesium and biotins and you know, they're just a dime a dozen and these guys have all me too products and they were just come to me and they are, we're an Amazon brand, have tons of bestseller badges. They're crushing the Amazon game. But literally they've got nothing else. And it's competitive as you know. So I was like this is going to be actual work, you know, not super exciting or fun because it's like how do we get. But I was like, okay, well let's pick the product that has the most easily identifiable problem. And maybe it's just because it's top of mind for me, but like my hair's thinning. Biotin helps. Like as you get older as a woman you go through perimenopause, you start losing hair. There's all these reasons. So I was maybe most interested about that. But I'm like, okay, we can make a great funnel for biotin because that's emotionally something that I can stop the scroll with. You know, I can show viscerally hair, a wad of hair on the shower because that stresses you out as a woman. As you're you know, putting your shampoo and your conditioner in, I know that problem, you know, you pull out and you're like oh my gosh, like it's like a sickening feeling. Or you see it, you know, at the bottom of the shower drain and I'm like this will stop the scroll because it's speaking to me. I know the problem and I know like if somebody told me the solution was I need more biotin and here's the biggest thing, people with their hair, things like that, they're very skeptical and so you've got to have a killer offer. So the offer has to be like, you know, 30 day money back guarantee, like no risk, you know, all those typical great marketing brands guys, it's that simple. Like let's find out some of the problems, the solutions that we provide and give an ironclad guarantee. If you believe in your product and they do, they've got clinical studies behind this. They can actually say things that most other supplement companies cannot. And so just creating a funnel for them just on that product to help them get traction. Because the nice thing is when you bring someone in to like if you have a supplement house, you have like all these different products, get them using one product, then it's very easy when they're on your email list and you're nurturing them, you talk about, did you know that magnesium helps with sleep, it helps with restless legs, it can help with your brain function. So now your magnesium, you have all these new users that pretty much everyone should be taking magnesium, Right? We can get them taking magnesium as we educate them on all the benefits. So just kind of trying to give examples of things of working on that they could be like, oh, okay, I don't want to pick all the easy stuff.
- [48:11]
B
Basically, you know, I was just thinking about all this, and we're talking about this. It's. It's almost like you should just start creating the content first, building that audience. Right. And then have that audience that you've built dictate what you sell.
- [48:25]
C
Yeah, well, it's. I love that you mentioned that, because I've been writing on LinkedIn just for fun, kicks and giggles, you know, I don't know really why I'm doing it. I don't. It's not like I have all this extra time, but I just enjoy teaching. And my mentor's like, well, what product do you want to sell? And I'm like, I have no idea. But I'm kind of like you. It's like I'm at one. Sometime, at some future point, maybe I will have a product, but I don't. I don't have one. I just know the power of having a brand and an audience, and so there will be maybe somewhere where one day I'm like, this is the product. But I've been sitting here being like, what would I sell? How? What do I do? You know? And everything I think of, I'm like, I don't want to have to fulfill that. You know, maybe I'm just getting older. I don't want to. Well, then I can't play pickleball if I have to, like, get on the phone every day and do this or that. So I think maybe that might be my problem. But I just know there's value in brand. Brand is the valuable asset you can have, whether it's personal or your product. Brand, like, it is an investment that will pay dividends. It has for me and continues to pay. It's probably my best asset that I've ever created is my brand.
- [49:37]
B
I 100 agree with you. We have the same messaging for what we talk about. And, Janelle, if anyone wants to hire you, because I can already tell from this episode that there's going to be a lot of people because you're, like, bubbling with creativity, right? I'm an engineer. These things don't come as easily to me. But for you, it just seems like you're just pulling them out of the air. Where can people find you online?
- [50:01]
C
Oh, Yeah. @janelle page.com LinkedIn. I'm Janelle Page. That's P A G E, like page in a book and Janelle page 11 on Instagram. I really don't post about business stuff on Instagram. It's mostly like my scrapbook. So if you want to see me at Benton Boone last night with my kids, then that's where you find that. If you want like educational, tactical information, probably LinkedIn or my website though.
- [50:25]
B
And then what about the pickleball? I thought that was pretty cool.
- [50:27]
C
Yeah. Yeah. Seriously, you guys, if you love pickleball, like, you need to play first off. But we also have a coaching program where we teach people how to run low maintenance, high profit pickleball facilities. And we have franchise, so it's the kitchen. And I love pickleball and I don't really. I want to own a facility where it's hard to make the numbers work. If you have overhead, that means staff it. The numbers just won't work. So we have a system that we've created and we have over eight locations just here in Utah and then we have many nationwide and then, you know, lots of coaching students that we teach them how to run like basically a low maintenance, high profit pickleball facility. It's all smart locks, codes, automation. So it's been really fun. I do enjoy that as well.
- [51:11]
B
Yeah. Well, hey, Janelle, thank you so much for giving us your energy today and teaching the audience not only about the importance of brand, but how you can just basically pick up content ideas from midair if you just sit down and just think about it for a little bit.
- [51:27]
C
Yeah, exactly. Yeah. Or they can just powwow with you, Steve, or me. We'll have like a powder. Exactly. It's been a pleasure when we have to actually meet in person. Do you play pickleball?
- [51:38]
B
I. I'm a tennis player. I, I like pickleball. I like pickleball. However, what I don't like is how all these pickleball courts are taking over my tennis courts.
- [51:48]
C
It's. It. This is a real thing. I know. And you know what? As a tennis player, you'll be really good at pickleball because you'll have the footwork, you have the strokes, and you just won't get as good a workout. I always tell people, you know, it's like the older people like can cream you like. It's like the only sport where you can show up and get beat by 8. I don't anymore but I got beat by an 80 year old when I first started but I now I believe it.
- [52:12]
B
I'm sure I would get rocked. What I like about pickleball is like my wife will actually play it because it's less intimidating than tennis and so I think pickleball is just the next big thing. Unfortunately for me as a tennis player.
- [52:24]
C
Yeah, that's awesome. Well, cool.
- [52:26]
B
Well thanks Janelle.
- [52:28]
C
Yep, take care.
- [52:31]
A
Hope you enjoyed this episode. If you're still playing the Amazon PPC game, it's just going to be a.
- [52:35]
B
Race to the bottom over time and.
- [52:37]
A
You have to build a brand. For more information and resources, go over to mywifequitterjob.com episode 625 and once again, tickets to Seller Summit 2026 are now.
- [52:46]
B
On sale over at sellersummit.com if you want to hang out in person in.
- [52:50]
A
A small intimate setting, develop real relationships with like minded entrepreneurs and learn a ton, then come to my event.
- [52:56]
B
Go to sellersummit.com.