📚 The Ultimate VA Toolkit - Tools, Training, and Trust!

What you’ll find in this week’s newsletter:

• 📚 The Ultimate VA Toolkit [True Story]

• 🗞️ Latest Amazon News and Updates

• 🔍 Behind Amazon’s Quiet Launch of Haul

• 🚨 2025 Amazon Fulfillment Fees Updates

•  🧐 Why You Should Switch to Broad Match Modifiers

Merry Christmas and Happy Holidays Beardos! Thank you for all of your incredible support in 2024. See you in the new year.

 📚 THE VA PLAYBOOK: TOOLS, TRAINING, AND TRUST [True Story] 

Let’s talk about VAs for a second.

There’s a lot of misinformation out there about hiring virtual assistants, especially when people brag about how cheap they’ve hired theirs—$2 or $3 an hour. 

I’ve heard it on stage, people saying they’ve handed off everything to these "super VAs." 

But here’s the truth: without proper training, communication, and solid SOPs (standard operating procedures), you’re setting both yourself and your VA up for failure.

It’s common to see entrepreneurs hire a VA, expect them to run their entire Amazon business, handle PPC like an expert, optimize listings, execute launches, manage social media, and even handle bookkeeping—all for a couple of bucks an hour.

And then?

They fire the VA for not meeting expectations, only to repeat the cycle with the next one.

Here’s the real issue: most entrepreneurs don’t invest the time to train, communicate, or develop systems.

A VA isn’t a mind reader, and without guidance, they’re set up to fail.

I learned this lesson the hard way.

At one point, I had an amazing executive assistant from Venezuela.

She was sharp, proactive, and on top of everything.

But her internet connection was terrible, and it slowed her down so much that I had to let her go.

It wasn’t her fault, but it taught me a valuable lesson: the tools matter just as much as the talent.

Now, I make sure that my team has the right tools to succeed.

If they need a better computer or faster internet, I’ll invest in it.

Sometimes I’ll make a deal—if they stay for a year, the equipment is theirs.

If we part ways earlier, so be it; I won’t chase them for the hardware.

Another big takeaway for me came from reading The E-Myth by Michael Gerber.

It made me realize the importance of not just hiring the right people but also giving them the tools to succeed: clear policies, detailed SOPs, and proper training.

Here’s what I do now:

1. Training and Buy-In: I ensure the VA understands why a policy exists and how it fits into the bigger picture.

2. Clear Procedures: Acronyms, login details, and prerequisites are all documented, so nothing is left to guesswork.

3. Reporting and Metrics: I set up systems to track performance and improve processes regularly.

4. Templates and Resources: Templates and videos are provided, so they can revisit steps whenever needed.

5. Flowcharts and Videos: Visual aids make it easier for VAs to understand workflows.

When you hire a VA, you’re not just adding a team member—you’re building a relationship.

Paying a little more and ensuring they have what they need—tools, training, and trust—pays off in the long run.

A well-supported VA can grow with your business, taking on more responsibility as they become part of your team.

It all comes down to this: if you want your VAs to succeed, you need to set them up for success.

Enjoy the rest of the newsletter.

— Norm

🗞️ AMAZON NEWS & UPDATES 🗞️

Holiday shoppers are crossing off their gift lists earlier than ever—according to Vericast, 44% plan to start their 2024 holiday shopping in October or sooner.*  

With Walmart.com being the go-to destination for millions of holiday shoppers, it’s a crucial time to join Marketplace and get your products within their reach.   

As a Marketplace seller, you can access: 

• A network of millions of customers 

• Innovative tools to fuel your growth 

• Walmart’s omnichannel advantage 

Plus, no monthly or setup fees, ever. It only takes a few minutes to create an account for what could be a game-changing move in scaling your business. Sign up for Walmart Marketplace today.   

Join now 

🔍 WHY YOU SHOULD SWITCH TO BROAD MATCH MODIFIERS

Excerpt from PPC Ninja

Everybody knows about Broad, Phrase and Exact matches but the Broad Match Modifier, or BMM, as we like to call it, is not so well known. Broad Match Modifiers are are a type of Broad Match that have better precision matching with search terms.

What are Broad Match Modifiers?

In Amazon's own words:

"You can add broad match modifiers to indicate words that must appear in the customers' shopping queries for your ad. Add a broad match modifier by adding a plus symbol "+" before the keyword.

For example, if you use the keyword "+kids shoes" with a broad match modifier, then the ad will match only the searches that contain the word "kids."

The ad may match to "kids sneakers" or “running shoes for kids” but they won’t match any shopping query that doesn’t contain the word "kids," such as “sneakers” or “running shoes.”

If our BMM keyword is +nike +running +shoes, then those three words MUST be present in the matching buyer query.

In other words, BMM match type improves the quality of matches by ensuring that the keywords that we have so painstakingly selected by using a variety of tools such as DataDive or Helium10 are not disregarded by Amazon's broad match.

Which Ad Types do they work with?

BMMs work with both Sponsored Brands (SB) and Sponsored Products (SP), although they were initially created for SB ads to limit the "broadness" of the Broad Match.

Broad Matches with SB ads will match "nike" to "adidas" with their broad match because Amazon thinks they are related as far a sports shopper is concerned. This behavior is not typically seen with SP campaigns but it is not completely out of question, and besides Amazon is slowly heading in the direction.

Recently even Exact match campaigns have been seen to match with synonyms as you can see here.

Speculation has it that in the future Amazon might do away with match types altogether and manage keywords based on AI matching of shopper purchase intent. Do you see it coming?

Which is better: BMM or Exact Match?

Exact match campaigns are great when you can identify highly relevant, long-tail keywords with good search volume. The problem with Exact matches is that the probability of someone typing in the exact phrase you are bidding on, in the same word sequence, and with no extra words is much lower than the probability of the someone typing a search term that is a bit out of sequence, uses a strong synonym and perhaps has additional words before, after or in-between.

For example, our main Exact match keyword is vanilla scented candle with a yearly search volume of 36,760 (monthly 3060).

The corresponding BMM keyword would be +vanilla +scented +candle. What search volume can this keyword attract?

If you refer to the Product Opportunity Explorer for this niche you can see that there are at least 4 keywords with a total search volume of:

36,760 + 23,687+13,173 + 8,845 = 82,465 searches a year (monthly 6872).

This is more than twice the amount of search volume than the Exact match version. Using a BMM is a no-brainer in this case.

The most common symptom of an Exact match-only strategy is low impressions. This is disheartening for most, and might prompt you to substantially increase your bids in the hopes of winning more impressions. This then has the effect of you eventually winning clicks at much higher CPCs than if you attracted the same search term with a broad match modifier at much lower CPCs.

🚨 To read more visit → here

WHERE IN THE WORLD IS THE BEARD GUY?

Can you find Norm in the picture below? Scroll to the bottom of this newsletter to see the answer!

🚨 2025 AMAZON FULFILLMENT FEES UPDATES ARE IN!

Excerpt from Helium 10

As the year winds down, Amazon sellers are usually bracing for the annual fee announcements—you know, that mix of anticipation and dread.

This time, though, the news feels like a holiday bonus… Amazon is not raising US referral or FBA fees for 2025.

Even better, some fees are actually being reduced.

Fee Stability and Reductions for 2025

Unlike the usual incremental fee hikes, Amazon is holding the line on fees for 2025.

No new fee types, no increases.

In fact, some fees are going down.

Here’s a standout: inbound placement service fees for large, bulky products will drop by an average of $0.58 per unit (starting January 15, 2025).

And if you’re launching new products, the FBA New Selection Program will waive inbound placement fees for up to 100 units of qualifying ASINs.

What does this mean? Amazon is finally easing up on the financial pressure and giving sellers room to breathe—and grow.

Better Incentives for Adding New Products

Amazon wants sellers to expand their catalogs, so they’re sweetening the deal with more discounts and perks.

Starting January 15, 2025, sellers introducing products in high-demand but underrepresented categories will get targeted fee discounts.

Plus, for shipments created between December 1, 2024, and March 31, 2025, inbound placement fees will be waived for up to 100 units of new parent ASINs. It’s Amazon’s way of letting you test new products without upfront costs, which could help you find your next bestseller.

Multi-Channel Fulfillment and Supply Chain Updates

For those using Multi-Channel Fulfillment (MCF) or Supply Chain by Amazon (SCA), there are a few changes worth noting.

Yes, MCF fees will increase by an average of 3.5%, but Amazon’s still keeping these fees lower than what other carriers are announcing. Plus, they’re upping their game with faster delivery—three-day standard delivery, which is 40% quicker than 2024.

On top of that, Amazon Warehousing and Distribution (AWD) is rolling out a Smart Storage option, offering a 10% discount for maintaining sufficient inventory levels. AWD fees will also be split into inbound and outbound processing from April 1, 2025, making it easier to see exactly what you’re paying for.

No Changes for Buy with Prime

If you’re using Buy with Prime, there’s more good news: fees for Prime services, FBA, and payment processing will stay the same in 2025. Some fulfillment fees for large standard-size units will even decrease.

Check out Bradley Sutton and Carrie Miller go over the updates → here

🚨 WHAT YOU MISSED LAST WEEK!

Fast Amazon Fixes to Succeed in 2025 | Seller Candy's John Cavendish

Here’s 7 Takeaways From This Episode:

1. Proactively Monitor Amazon Account Health:

   • Regularly check your Amazon account health dashboard. Address even minor warnings promptly to avoid them escalating into larger issues that could lead to suspensions​.

2. Prepare All Necessary Information Before Contacting Amazon:

   • When raising a case with Amazon, ensure you have all relevant documents and details ready.

     • This includes: 

       • Order IDs

       • Safety data sheets (if applicable),

       • Invoices

       • Screenshots of flagged issues.

3. Optimize Listing Updates Using Flat Files:

   • Use Amazon’s flat files or category listing reports to make bulk changes efficiently. This approach reduces errors and ensures your listings comply with Amazon's policies​.

4. Manage Negative Reviews Proactively:

   • Request removal of seller feedback reviews that violate Amazon’s terms through the feedback system. Focus on genuine customer engagement rather than using risky third-party services​.

5. Combat Competitor IP Violations Effectively:

   • Track and document intellectual property (IP) complaints from competitors. Respond promptly using the provided contact details and build a strong case to show bad-faith actions to Amazon if needed​.

6. Streamline Amazon Suspension Resolution:

   • Use a structured approach:

     1. Open a case with Amazon support and document the issue with a case ID.

     2. Enable and download the category listing report to edit flagged listings.

     3. After correcting flagged content, delete and relist the ASIN if necessary​.

7. Develop Crisis Management SOPs:

   • Create step-by-step standard operating procedures (SOPs) for common issues, including flat file errors, suspensions, and negative review management. Document troubleshooting steps to ensure quick resolution and minimal downtime​.

🚨 Watch the full episode here

🚀 CATCH UP WITH THE MARKETING MISFITS!

Here are 5 TIPS from this episode!

1. Use QR Codes for Seamless Engagement: Include QR codes on postcards to lead recipients directly to personalized landing pages. This bridges the gap between physical mail and digital actions, making it easy for customers to engage and convert.

2. Design Postcards with Attention-Grabbing CTAs: Ensure the call-to-action (CTA) stands out by using contrasting colors or unconventional placement. This makes it easier for recipients to notice and act on your offer within seconds.

3. Strategically Vary Postcard Sizes: Use larger postcards for hot leads to make a splash and stand out, while smaller postcards can be more cost-effective for reaching cold leads. Tailor the size to the campaign’s objective and target audience.

4. Run Split Testing with Mailers: Experiment with different designs, offers, and sizes to identify what resonates best. For instance, test live stamps, handwritten fonts, or specific color schemes to see which drives the highest engagement.

5. Target Hyper-Specific Audiences Using Lists: Leverage demographic and geographic data to create targeted mailing lists. For example, if opening a gym, send postcards within a three-mile radius and include fitness-related messaging to attract local interest.

🚨 Watch the full episode here

MARK DOWN THESE EVENTS! 

ASGTG

Mar 20 - New York - $161.69

MDS Inspire

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Prosper Show

Mar 25 - 27 - Las Vegas - Starting $399

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Amazing Days

Apr 28 - Sofia, Bulgaria - Starting at €99

→ FULL CALENDAR ←

And that’s it, Beardos!

P.S. Make sure you don’t miss any updates by joining our community here.

See you next Monday!

- Norm

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