The method
One sentence, and every word in it is a decision.
Every firm in this category opens with the same four words. Ours keep going, and each clause that follows is something we can be held to.
01 Every agency in this category says
We rank your product.
Four words. Nobody disagrees with them, and nobody can be held to them.
02 Which has to mean
We rank your product on the two or three terms you could actually defend.
Twenty terms is not ambition. It is the same budget thinned until none of it moves anything. We narrow to the terms your listing can win and hold, and we say which ones those are before any money is spent.
03 Using what
We rank your product on the two or three terms you could actually defend, with demand Amazon itself sells you, never a panel of refunded shoppers.
Top-of-search placements, Vine, coupons, Brand Referral Bonus traffic, Subscribe & Save. Every one of them is an Amazon product with a price list, and every unit is a real purchase at the price on the page.
04 And the part nobody advertises
We rank your product on the two or three terms you could actually defend, with demand Amazon itself sells you, never a panel of refunded shoppers, and we agree the floor you have to hold before a dollar is committed.
A position you cannot sustain at its new volume hands itself back, and you buy the launch twice. The hold is the product. The launch is only the part that photographs well.