Scott Voelker may be a new grandparent but has teenage energy. This year he’s been self-employed for the 19th time and while he’s slowing down to focus more on family, his workload at Brand Creators is still higher than most in his life.
Running the Rock Your Brand podcast is its main focus, with nearly 900 episodes and 16 million podcast downloads, but that’s just the beginning.
Last year Scott took a few things off his to-do list:
- Wrote the book Take Action Effect.
- Ran a high ranking mastermind (10 people at $ 25,000).
- Completed a $ 200,000 home renovation for an Airbnb rental.
- Managed his podcast with 175,000 to 350,000 monthly downloads.
- Online courses created for brand creators.
- Hosted a live event with over 250 participants. (before Covid)
- Has completed a handful of exciting case studies.
- Sold a business that only got 7 numbers in total.
In his early days, Scott saw others doing well with a project or business and thought, “I can do this, I can do better,” and the next thing you know he was going to build something new.
This is no surprise to those who know Scott best. Even before Scott even started a business, he was building houses in the construction industry. Scott loves creating new things.
Scott has worked in both the online world and brick and mortar business. Before that, he ran a photo studio for 5 years. It’s these experiences that made him incredible in building brands.
Watch the entire interview
Scott’s philosophy of building brands
Interestingly enough, Scott was able to sum up two things that are the same for every brand.
Whether it’s building an Amazon FBA business, starting a live event, selling courses, brick and mortar stores, or niche websites, Scott says one thing is always consistent.
Traffic + Offers is the core of every business.
You need to have an audience to sell to (traffic) and something to sell (offers) that will make a profit.
Scott’s Key Brand Building Strategies
While this is a bit oversimplified, Scott went a little deeper into the business strategies he used to build the business that got him seven numbers in the three and a half years of building the company he recently sold.
This particular business he grew up with a business partner. While it started out as an Amazon FBA company, they also built an authority site in the area that really improved the overall business.
Expand your email list.
This is a traffic channel that you can control. It’s also efficient and inexpensive. Running contests and landing pages with lead magnets was Scott’s strategy for creating an email list for her agency’s website.
During the competitions, he found he could run a Facebook ad and generate email subscribers for 0.15-0.18 cents per subscriber. The lead magnets would be closer to 0.70 cents per conversion, but he found the subscriber quality to be much better.
The tool he uses for the competitions is Giveaway Boost, a WordPress plugin. He actually teamed up with Chris Guthrie, a mutual friend of ours, to develop this tool. Convince yourself of Giveaway Boost!
Don’t ignore ad monetization
Scott has long believed that adding ads to your website was not worth it. He felt that it diluted the value of the site and detracted from the main goals of the site. In his case, the goal was to sell products on Amazon and not make any income from selling ads.
That all changed after speaking to someone who had success with ads. Scott decided to give it a try and his only regret was that he didn’t start earlier.
With premium ad platforms (like Mediavine and Adthrive), he sometimes made nearly $ 6,000 per month in revenue. The Amazon products were still the main breadwinner, but the extra income far outweighed the negative effects of adding ads to its website.
Much like he diversified advertising fees. Scott recommends converting content for additional income.
For example, he would upload the video content to YouTube after Facebook live events. After a while, the YouTube channel was making a few hundred dollars a month for little extra work.
Another monetization strategy was to include a call to action on a paid product after someone was converted from a Facebook ad campaign. The main goal is to capture the email subscriber. However, if you can sell it in the back end to offset the cost of the ad, how it works becomes a deciding factor.
Consistency is required
If Scott logs in on his own mind to do something, he’ll do it. Scott says the persistence was good for him. The fact that he has 900 podcast episodes is proof that Scott can be consistent.
Scott’s appreciation for consistency reminds me very much of what ConvertKit’s Nathan Barry said in one of our recent podcast episodes. It is obvious that consistency is a crucial factor for any brand.
What I love about these strategies is that it doesn’t matter what business you’re in. They work. The products they sold in this store were accessories for household items – for example, an accessory for a Kirby vacuum cleaner or other equipment.
Sell the business
After three and a half years and a decision to simplify something, Scott and his partner in this Amazon FBA business decided to sell.
Scott and his partner select Quiet Light Brokerage for sale. Before selling, they met with their team and were sure to prepare early. They started balancing their finances with an outside accountant and getting the deal ready for sale.
Your preparation has paid off. When listing the business, 6 offers came almost immediately. You choose one of the highest bidders, but unfortunately Covid hit.
The benefits of the additional time to compile financial data allowed the buyer to take advantage of the SBA loan options. When Covid hit, the search for an open bank to close the deal was delayed. After about a month, the buyer finally resigned.
They went back to the drawing board and eventually sold the business to a very able, if not better, buyer.
Back to building a lifestyle business with brand creators
The sale of the business was an integral part of simplifying and reestablishing a lifestyle business for Scott.
Scott knew he was up to so much. Despite the sale of the business, Scott made an important decision.
He would no longer compare himself to others. Instead, he would see what he wanted. Pick your own numbers to challenge yourself to understand those numbers and get real with them.
The first step was to rename his podcast from “The Amazing Seller” to “Rock Your Brand”.
Rebranding Amazing Seller rocks your branded podcast
In business, it is not uncommon to adopt the identity of your corporate brand.
I can’t tell you how many times I’ve been called the “Niche Pursuits Guy”. Scott thought he was known as the “Amazon Seller Guy”. He wanted to expand into things other than just Amazon sales.
No, he’s not saying goodbye to Amazon, but Amazon is just a tool. The rebranding allowed Scott to focus on what he was really good at building brands.
The rebranding also enabled him to stay true to himself and the lifestyle business he wanted. The Rock Your Brand podcast allowed him to talk not just about selling Amazon, but everything related to the business.
Not only could he have unique guests on his show, but he could also talk about health, fitness, or even business mindsets, things that are often badly needed and neglected for entrepreneurs.
But the broader niche didn’t solve all of his problems. In fact, he had to concentrate more. He cut himself down even more by stopping the sale of his courses, slowing down the case studies, and choosing to focus only on a few areas.
Scott’s new focus
- Brand Creators Academy
- Brand Accelerator Live Event (once a year)
- Small workshops 3-hour lessons that he can tackle on a Saturday and transform into evergreen content.
- Podcasting 3 times a week.
Scott and I are going back a long way and I am glad that he is focusing on these areas. He’s built a big funnel and hopefully he’ll be able to spend a lot more time than Grandpa “Papa” Scott.
One of the things that Scott and I are most related to is our attention to family. A lot of people say family comes first, but with Scott you know he means business. From mentoring his father to how he makes his child’s events a priority. Even when he’s taking on so much, it’s obvious that his family really comes first.
For more information about Scott, his family, his podcast, and his academy for brand creators, please visit BrandCreators.com