eBay Veteran Shares Online Sales Secrets | Bert Bassett

05/16/23 • 34 min

I desperately want to read Bert Bassett's book.
Alas, he hasn't published one (yet?) so I downloaded as much information from his brain as was possible in this 30-minute episode.
While working at eBay, Bert built a successful side hustle selling cat toys online. 15 years later, that gig is still earning him a handsome profit. All it takes is an hour per day.
A few highlights from our conversation:

One of the best explanations of Jobs To Be Done (he never used that term or any other jargon) and how he applied it in practice.
His unique business philosophy and how he set up a profitable online store to suit his lifestyle.
Hard-won practical tips for winning on marketplaces like eBay and Amazon FBH.

Bert's website: cat-mat.store/

One of the best explanations of Jobs To Be Done (he never used that term or any other jargon) and how he applied it in practice.
His unique business philosophy and how he set up a profitable online store to suit his lifestyle.
Hard-won practical tips for winning on marketplaces like eBay and Amazon FBH.

Bert's website: cat-mat.store/

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Checkout optimisation tips from a specialist | Gabriela Florea (Verifone)

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In this episode, Gabriela talks about team structure, competitor research, iterating on negative A/B tests and tips for checkout optimisation.

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From conversion copywriter to Case Study Buddy | The journey of Joel Klettke

Joel Klettke is a conversion copywriter and the founder of Case Study Buddy. He recently wrote on LinkedIn that it was a "wonky" year in business, asking for help from his network. We talk about what triggered that post, the reality on the ground, the response from his network - and the value of a social network.
Other highlights:

The CRO industry has exploded in the last few years, with many more people and tools available but also more complexity and noise. It's become more difficult to find someone marketing themselves as a CRO expert or copywriter who actually knows what they're doing.
How he uses GPT in his business and how ChatGPT saved him a week's work in a recent engagement.
Joel's top tip for dealing with AI hallucinations with practical examples of prompts he uses to guide it towards accuracy.
Earned knowledge vs accessed knowledge, why learning by doing is more valuable.
His approach to social audience building and how he gathered 40k followers by solving problems in public and helping others. This network has led to many opportunities over the years.
The story behind Case Study Buddy, how he discovered the gap for it and grew from a side project to a business.
The reality of running a business in a tough economic climate, how Joel asked for help on LinkedIn and the response to that post.

Ecommerce Experimenters - eBay Veteran Shares Online Sales Secrets | Bert Bassett

Transcript

00:00:00.000

And I classified my customers as, obviously, there's a group of people who haven't bought off you yet and could be. Then the second group was people who had bought off me once. Then the third group was people who'd bought off me more than once. And the fourth group was, and this is the absolute critical one, your best customers are the ones whose cat's name you know. On the face of it, he sells cat toys online. After today's show, you might not think of cat toys in th