Search Interviews:

Jeremy Weisz  13:36  

What have you learned from training? You’ve also done competitions, too. I mean, it’s pretty intense. I want to shout out to my friend, Craig Diamond. Diamond. I don’t know if you’ve heard of his product.

Mina Elias  13:51  

I use the diamond cup. No, I mean, he really didn’t. I helped Craig with some of his YouTube stuff. Yeah, I used to introduce you guys.

Jeremy Weisz  13:57  

Maybe that’s Yeah, yeah. And, you know, he’s got a premium jock system with a cup. And if you watch online, he’s got pro fighters, basically kicking him over and over in the grind. And it’s pretty entertaining. But he’s been mentioned by Joe Rogan a couple of times, too. So shout out to Craig to know what he’s doing there. But what have you learned from me, it’s hand to hand combat.

Mina Elias  14:27  

Yeah, and by the way, guys, shout out to Craig for creating the best cup in the game. Because the diamond diamond cup is the gold standard. So if you’re doing any sort of sport where you can get hit in the balls. Exactly. Diamond cup. Yeah, I mean, what did I learn? I learned a lot honestly, it shaped my mindset. And is I think the reason that I do well in business or at least feel like I’m doing, you know, well in business. And, you know, one thing it taught me is obviously like, there’s absolutely no X You uses with a lot of sports like soccer, basketball, whatever it is, you can show up and you can say, Well, this guy did this, that guy did that. You know, my coach would tell me Listen, like if you lost, you lost, it’s on you. It’s because you suck. Like, it’s because you didn’t train like, could you have trained harder? Could you have trained more intentionally? Could you have a diet? And better? Did you go out and drink? You know, did you not sleep perfectly?

The answer is always like, yes, you know, and so it’s like, okay, cool. So that’s on you. And so it taught me that it taught me like that basically, the result is some of my actions. And then it took like, some reinforcement from like Grant Cardone, when I read his book, be obsessed, or be average, where it’s like, basically, like you are the sum of the decisions, your life is the sum of the decisions that you’ve made. And that’s when like, I really woke up and I’m like, Yeah, you know, I actually my car is like, is a, you know, trash piece of trash, Honda.

Because of the decisions I’m making. I live in like, a, like a little house where I, you know, I rent one of the three rooms, because of the decisions that I’m making. It’s not like, you know, I don’t have an incredible job. And it’s not because like, that’s the, like, the hand life is dealing me. It’s because of my decisions. And so that’s one thing that it taught me, another thing that it taught me is progress over perfection, you know, because you get humbled very, very, very quickly, the second that you step into an MMA gym, because you can be whatever, and some old 55 year old guy will just like tap you out 100 times, and it still happens to me, like this old, 55 year old, like brown belt will like choke me out in 16 different ways.

Even though I’m incredibly, you know, athletic and, you know, more athletic than almost anyone in there. It’s like, you know, you get humbled very quickly. So it teaches you to accept loss and say something like, you know, you it’s not like, what do they say, you say, you either win or you learn, it’s not you win, or you lose, you win, or you learn. So I learned how to fail forward and every single time, you know, let’s say I make I do something, I take a shot, and I make a mistake, and I get choked out or whatever, I end up in a bad position. It was more of like, you know, I learned from that it’s not that I you know, it wasn’t like a loss. It was like a learning lesson.

Jeremy Weisz  17:23  

One of my favorite videos on that front. Mina is my friend Dan Faggella, an awesome entrepreneur. He actually talks a lot about one of your favorite topics, AI. He is like, I know your opinions. And I but Dan, really is very knowledgeable. And one of my favorites, like when I want to get motivated. I’ll watch him. This is Dan, if you’re watching the video part. This is Dan. It’s called ‘Dan Faggella versus The Giant’ because this guy I don’t know is an All American wrestler. I won’t tell you the ending, you probably guessed the ending. But Dan is a tiny guy. And this video is 30 seconds, right? And he tells the guy to tap out in like less than 30 seconds. So watch this video.

But anyways, you were saying I want to talk about building a brand. Right? You know you’re working as an engineer. And we’re looking at hard work. If you’re watching the video, it’s going to be hard. And actually, I just posted about something today, someone should have mentioned your brand. I mean, I posted something on Facebook maybe like a couple of months ago and I was like, I want something for a workout that has no sugar in it. You know, because a lot of stuff is packed with sugar. A lot of these other ones are packed with sugar. I’m like, I don’t want something with caffeine. You know, and this is exactly what I was looking for. So I totally blanked that you have this brand. So I’m gonna have to buy it. Actually, um, how did you decide on the flavor profiles?

Mina Elias  19:06  

I did it. So basically, I went to my manufacturer and I said, What can you make That’s delicious?” And he’s like, listen, like the top like most popular that work with your ingredients would be blue razz and would be mango pineapple. Now, there’s a misconception I think about how products are flavored. You go and you’re like, Okay, I have this product. And I like this flavor. So that’s what we’re going to do. But the reality is, the raw ingredients have their own flavors like the active ingredients. Caffeine is very bitter. Like citrulline is incredibly bitter. So some of these ingredients taste very, very bad. So you have to like to do a flavor profile that kind of works with those flavors.

That’s why a lot of the pre workouts are like a very acidic type of flavor because of the caffeine and beta alanine and those like ingredients in it. So I went to him and I said, you know, this is my unflavored raw version. Can you tell me what I should flavor? And he’s like, Well listen, based on the ingredients, we can definitely do a blue wrasse, and we can definitely do a mango pineapple. He sent me those. He sent me a fruit punch. And I’m like, Okay, let’s go with the blue resin, then with the mango pineapple. Those are the top two, I launched the blue razz first and then the mango pineapple after.

Jeremy Weisz  20:25  

I love it. So talk about I mean, what will transition and talk about the agency, but I mean, you are your own, you know, case study, and you are your own, you know, test subject when it comes to growing it. So what were the things that worked for you? What did you find didn’t work for you when you’re growing?

Mina Elias  20:49  

Yeah, so I realized that there’s kind of two ways to go about selling. One is like, I have a friend His name is Shawn Shanter body, he owns ambrosia and you know, once all, you know, few, like brands, brands, and there is the you know, you build a brand that’s going after a certain demographic, a certain type of customer, you have, like an ideal customer in mind, all of your messaging and everything speaks to that customer, etc, etc, you start driving traffic, you know, on social channels, like you know, disruptive ads and things like that. And then there’s the other way, which I kind of discovered, which is that you can build a brand on Amazon. And it’s basically you’re going after capturing demand. So people have a demand for certain things. They’re going in, they’re looking for, you know, credit card holder, they’re going in, they’re looking for a mousepad, Tracker, or whatever.

And they’re looking to see what’s the best product that fits my needs based on the keyword that I searched, that has like, you know, great reviews and a great price, and I’m gonna go with that. And so, me being an absolute noob at business, I didn’t understand anything. I mean, I was just an engineer and I didn’t understand anything about marketing, branding, nothing like that. I kind of went the Amazon route. And to this day, I mean, if you asked me like, would you consider yourself a strong brand builder? I would say no, I would consider myself probably like a weak Brand Builder.

But I’m an incredible Amazon guy, you know, and I’m able to understand the demand in the market. And back then I didn’t understand the demand in the market. I just had a demand. And my demand was a sugar free electrolyte powder. And so I built that product. And when I got it on Amazon, I said okay, what is the demand? And then I found all of the keywords related to the demand, which is sugar free, electrolyte powder, unflavored, electrolyte powder, high, you know, sugar free hydration powder, sugar free electrolyte supplements, you know, all of these like, you know, electrolyte powder, electrolyte supplements, hydration, product, keywords, and then I started marketing.

And then I started understanding, okay, people are typing these keywords, and then they see me in the search, and they see, and it’s a bodybuilding competition. They see me and they see my competitors, and then they make a decision. And that’s what determines my click through rate. So I started looking into, okay, what are the factors that affect my click through rate? Well, it’s my main image, it’s my price, it’s my reviews, it’s my star rating. It’s, you know, my price per ounce or my price per serving. It’s my speed of shipping, if I have a badge or a, you know, a coupon or a discount or whatever.

And so I started split testing those things. And I started learning, okay, you know, what do I need to showcase versus what, you know, what, what will attract the people based on what they’re searching? And then, then I like, I’m like, Okay, what do those people actually want once they look into my listing? Because you’re disqualifying products? I don’t know. But Jeremy, I wanna hear your thoughts here. The last time you bought a product was your process like this, you go into Amazon, your wife says, Hey, we need a popcorn bowl at home. So you type in like a popcorn bowl, you go in and you’re like, okay, cool.

This one looks like it has a good image, good price, good reviews, you click on it, and then you go through the pictures and you and you’re looking for why it wouldn’t be a good fit. And if you find something, then you exit out and you go on to the next one. And if you don’t find anything, you check, you double check you make sure you’re like, Okay, this kind of fits all of my needs. I couldn’t disqualify it. So I’m going to end up buying one now, is that your process?

Jeremy Weisz  24:24  

Yeah, I mean, I typically like to get recommendations. But yes, like I will typically put it like, let’s take electrolytes, for example, like I posted on Facebook, I’m looking for something for pre and post workout that does not have sugar and does not have caffeine. You know, go right and then but I did do some separate research on Amazon just like what you’re saying. And yeah, I am eliminating things I’m looking for things to weigh to eliminate it right like Oh, this one has You know, sugar, this one has caffeine, this one. I mean, some of them are horrendous, like, as far as, like, images wise, they have like one or two images. And they don’t give me the information I want, right? So it becomes very apparent as a consumer, the stuff that is lacking out there.

Mina Elias  25:18  

Exactly. And so that’s what I want to do, right? I’m like, Okay, how can I reduce the chance of elimination? Well, I need to give all of the information in my images, I need to make sure that my bullet points capture all the keywords that people are looking for, I need to have, you know, reviews with images. My A plus content should sell my product even more anything that I can touch on in the images, by you know, there’s a question section. So I’m going to ask all of the frequently asked questions. So if you say, how much caffeine is there per serving? Or is this caffeine free? There’s immediately an answer, yes, this is caffeine free. And so I started doing that. And, you know, over time, the product started getting better and better results, you know, I started driving more traffic with the ads. And that’s kind of how I built the brand. You know, it’s, I would say, it’s not as it’s not as good as because it’s a marketplace dependent brand. And the truth of the matter is, I fully depend on and rely on Amazon.

And if Amazon went away tomorrow, you know, that brand would be nothing. So I’m taking that chance, right. And thankfully, that’s not my main source of income. But, you know, people that build build build brands, right is you know, they are building social influence. They’re building traffic through multiple channels like Facebook, tick tock YouTube, maybe like SEO, blog, content, whatever, paid Google search, you know, paid Google traffic. So you know, people who build brands, I think, you know, build a much more well rounded, you know, think like liquid IV. Neuro gum is a great example. They’re on Shark Tank. So think of those kinds of brands, like athletic greens, like those big big brands, or again, they’re they’re very well rounded, they’re everywhere, and, you know, one sales channel will not affect their business. And, you know, but it’s a lot more difficult, right. And it’s so much steeper curve than, you know, Amazon. And for me, it was like, I’m just, I’m trying to figure it out. I’m just trying to figure something out, because I don’t know anything about anything.

And my first website was built on Squarespace, and it did not have e-commerce functionality, because I didn’t even know what eCommerce functionality was. So that’s, you know, that’s kind of where I started. So Amazon was was a huge blessing for me. And being an engineer minded person. You know, I love being driven by data and constantly split testing things. So for me, it was like, okay, you know, let’s break down every part of Amazon. And it’s like, let’s look at the images. How can I make this better? Oh, no, oh, it was okay, cool. I can make it black or white. Because I can say, let’s try this image. Let’s try that image. And whatever the data says, follow that. And then let’s try this image. And then with the title, let’s try this keyword. Let’s try that keyword. Well, this keyword has more search volume than that keyword. Let’s look at the data. Okay, that worked.

Let’s try this keyword in the paid search versus that keyword. Well, this keyword I spent, you know, $10, and made 13 sales, that keyword, I spent $18 with no sales, I’m going to spend less on that one more on that one, and then repeat or repeat the process. So as a data driven, like very engineer type, you know, brain, I also lack I think, the ability to like, connect with b2c, like, you know, customers, like, I don’t, I’m, I’m a great b2b person, because I’m a very logical, you know, numbers kind of guy. And I feel like I’m not that great at like, you know, appealing to the emotions of people in terms of like, how customers make decisions, they make them emotionally. So I found a lot of success on Amazon through that, because it was a very, you know, data numbers platform. You know, less about emotions more more about this is better than that sort of thing. And if then statement, I think.

Jeremy Weisz  29:08  

I mean, it will, we’ll talk about it in, you hit on something interesting, because from an agency owner perspective, you find out all these components can affect sales, right? There’s a lot of components that affect sales, you chose to really niche your services into one thing, even though you know, so I’m curious about the decision on that, right, because it takes somewhat of some discipline on that to say, Listen, I know all these things are affected. I know, we could probably help and I’m sure you get requests. Hey, can you help me with my bullets? Can you help me with the images? Can you help me with that, but you’ve made a conscious decision, at least at this point, to say, we’re not going to do that. We’re just going to focus on the paid component. It’s so talk about that. That decision.

Mina Elias  30:06  

Yeah. So that decision came from me not wanting to do anything, I don’t feel like I can be the best in the world and when it comes to, you know, paid ads, I feel like I can be the best in the world, like the entire world. And you can call on anyone else who thinks they can be the best in the world that we get, we can definitely have a conversation. But I feel like I’m there. I feel like I have that potential to be the best in the world. Now, when it comes to being creative like Facebook, Google email, whatever, I didn’t have that.

So I had to make a decision early on, I said, you know, am I going to focus on something that I can be the best in the world that or am I going to start focusing on whatever, because, you know, I can make some more money. And I decided to stick to you know, pay that. So we do paid ads, Amazon PPC, we do Amazon DSP demand side platform, we started doing Google traffic, specifically for ranking keywords on Amazon. So not for actual, like sales purposes. And so we stay very, very laser focused on how can I be the best in the world? How can Trivium be the absolute best in the world, at that paid traffic on Amazon, you know, paid search on Amazon. And so that’s where I stuck. Now, in the future, when we get a lot bigger, if I can acquire a company, I feel like it has the potential to drive results.

Or maybe I can acquire a team or find like, assemble a team that I can think can be the absolute best in the world, you know, at creatives for Amazon, then then I can again, I might struggle with that, because I know I can be you know, an incredible best in the world numbers guy. So it made sense in the paid search side. So I would actually have to bring on someone that I think can be the best in the world on the creative side, because I can’t and so that’s kind of where I am, and I’m okay being, you know, just really, really, really good at one thing. Think of me as like a brain surgeon, as opposed to an MD, you know, general, like a family practitioner. I can specialize in one type of brain surgery, and that’s it, and everyone in the world who needs that brain surgery will come to me.

Jeremy Weisz  32:14  

You know, and that’s that talk about, you know, neurogum for a second. You mentioned them earlier, and some of the things that you worked on with them.

Mina Elias  32:27  

Yeah, so I love neurogum, I like to use them as a case study because first of all, because the founders are those guys, they were telling me a story about like, if they talk about hustle, right? They found it like a McDonald’s promotion, where if you bought anything on the menu, you could get like, MC double or whatever for free. And so is this them right here? That’s them. That’s them. Yeah. And so neuro dummy. For one year, they lived on buying a 99 cent drink and getting a McDouble for free. And that was their breakfast, lunch and dinner. And that’s how they saved all of their money. And those guys came from like six figure nine to five jobs. Yeah, both of them, Ryan and Ken, are very, very good friends. So I mean, I love them for that. But this is like the definition of a good brand, when it comes to creating a solution to a problem that’s better than everyone else’s solution. And then what they were an Amazon, they came to us.

And it was very much like the problem with them, as they’ve been mentioned on Joe Rogan. They were on Shark Tank. And it was very, very hard to cut through the noise. Like what is working? Are people looking for you when it comes to the keyword neuro gum? are they typing in neuro gum? Did they come because of Joe Rogan? Did they come because of Shark Tank? And that’s like where, you know, we broke down. I take pride in our analytics being one of the most detailed and granular and one of the best analytics out there on the market. So we’re able to segment everything so clearly, and say, Listen, if I blend all of your results, this is your performance. If I look at your individual products on a non branded performance, you know, like just like paid, this is your performance, you know, it’s shit for these keywords. It’s good for these keywords. And so we’re really started breaking things down. And I mean, they’ve, I think doubled at least the revenue, their biggest problem right now on Amazon is they can’t keep enough stock. Like that’s the problem right?

Is the second that we are getting on Amazon we’re able to move the product so well because it’s such a good product. Our marketing is dialed in, our creatives are dialed in and our SEO is dialed in. So they’re one of the brands that we take pride in not only because it’s a good brand, and we’re able to make it work, but it’s one of those brands that it’s so easy to hide behind Joe Rogan and Shark Tank and take credit but we show them exactly, you know what we can take credit for and what we can’t take credit for and that’s helped them tremendously in you know, making decisions. And I also love them because whenever We try something new, or like, Hey, we’re gonna try something like this or that thing. They’re like the first ones to, like, want to, like, do it. They’re like, yeah, like, let’s try it out, we trust you with our, with our life basically, that you know when it comes to Amazon. So those are that’s one client, like we really love.

Jeremy Weisz  35:16  

You know, you’ve grown tremendously fast in the past couple of years. At this point in time, you’re over 70 people. I love to talk about hiring. And, again, you’re very data oriented and in hiring funnels.

Mina Elias  35:40  

Amazing. So I think that’s like one of the things that I had to do, I never thought that I would have to work so much. But we had to work on so much, because there is a very delicate balance as we grow the business. And I’ve been blessed to have a mentor that’s kind of guided me, and showed me the future essentially, of where I was gonna fail. Before I did, and there’s a very delicate balance between sales operations and hiring. It’s like, think of it like an equation like, oh, it’s like a one to one to one. The second that you have more of one, the other becomes a limiting factor. If you have like, you know, less of one, it becomes the limiting factor. For me, sales have never been the problem, because I built a personal brand in Amazon, you know, through sharing, and this is before I ever had the agency. I mean, we did the podcast before I had the agency.

And this was just through sharing everything that I could share that was very valuable. So I would come on to podcasts, I would go on to YouTube channels, I go into Facebook groups, and I would just give away everything that I’ve learned from my experience, I built up a personal brand. So when I started the agency, sales weren’t a problem. You know, we’re okay. And as a small team, they were fine. And I’ve been lucky that I am a very systems oriented person. So operations really weren’t a struggle. Word became a struggle because my hiring was very, and I think a lot of people can really, our hiring was very, like, we don’t really have a system like, oh, let’s try this recruiter, let’s post the job posting here. Like, I didn’t really have numbers, I started asking people in the company, I’m like, Come on, guys. Can anyone refer to anyone? I would post in some groups, does anyone have a good virtual assistant I can hire? And that was my hiring process. And that was absolutely a disaster to fail. If I’m, if I’m like, okay, my, in my sales number, I have this many I’m doing this much outreach, I have this many leads, this percentage of them are becoming sales calls, this percentage of them are closing and so on. So I had those numbers.

I’m like, why don’t I have those numbers for recruiting? And so I hired a recruiter, and we started building, like an actual hiring funnel. And I said, You know what, like, what’s the worst that’s gonna happen? We’re gonna have 10 Amazing candidates, and I’m just gonna hire the best one. And then if I need another one, I’m gonna have a line to pick from. And so we started building our ads. I said, Okay, first I need a funnel. I’m like, Where can we post? Where can we get eyeballs? Where can we get impressions? I, I treated it exactly like a our like ads funnel, right? I’m like, our ads for like, Amazon, right, is that you launch a campaign, you get impressions.

And then a certain number of those impressions, click, and that’s your click through rate. And a certain number of those people are like unique sessions, and then you have a conversion. And that’s your conversion rate. So I’m like, Okay, what our efforts, what can we control? What are the levers that can pull, I’m like, okay, we can post this many jobs on this. On this many platforms, we have LinkedIn, we have Roberto, we have, indeed, we have this, we have that. You know, we have these recruiters, that recruiters, everything needs to lead into, like a funnel. And so we created a form and we said, that’s our job application form that qualifies as much as we can and collect all the information.

So that was now like, first there was like things that we can control, like lead measures or things that we can like posts, or whatever, maybe maybe add spin on these posts, then we have the actual like, let’s say consider them like candidates is the job applications, then a certain percentage of those candidates are qualified versus unqualified, then a certain number of those people, you know, make it to the first interview, or sorry, they make it to an initial test. So the first interview was with the HR person, and I was the HR person. So I’m like, Okay, I don’t want to get like, you know, eight hours a day, in calls from people that are not qualified. So I created a test and I’m like, okay, you know, you fill out the form. If you pass, then I will give you a test.

And this test simulates like, you know, things that you would be doing on a day to day job. So for our ads, people, a lot of it is in Excel. So I’m like, do this in Excel, do that in Excel, write this thing for me, write that thing for me, and I’m like, let’s see how they are as a person. Like, do they have the foundation? I just have to teach them how Gotta runs the ads, you know, or let’s say like, they’re, they’re being hard for social media or whatever. I’m like, do they know how to do social media? Can you write a post? Can you do this? Can you choose a hashtag for me? Or, you know, if they do not have that experience, then the people that would come out of that would go to the HR interview, then that would lead into, so I learned the hard way.

I did an HR interview. I’m like, okay, great, let’s do a final interview. I liked this person, let’s hire them. And then I started losing people. Because when they were on the job, it seemed like they did incredibly well on the test, but then they completely failed in the job. So maybe they were being cheated, or maybe they were cheating. Or maybe they were being helped by someone. So I’m like, Okay, let’s do a live test. So we would go from, you know, a pretest, to an initial interview, to a live test where I’m like, Okay, open up your Google, do this, do that, show me this, show me that. And then then they would go into a final interview, and then they wouldn’t be hired. And so I started building the recruiting exactly, like I built, you know, my, my sales, essentially. And then then, you know, then I’m like, okay, recruiting is working. But then I started making mistakes, where it’s like, I’m onboarding someone, and they’re like, Okay, what do you want me to do? And I’m like, Okay, do this and do that. And so my first ever hire, I learned that the hardware because my first ever hire, I brought them on. And I feel like they completely failed in everything that I gave them. And so that was when I, I’m like, guys, I don’t know what I’m doing wrong here. And someone said, You should read the book E Myth revisited. So I read the book E Myth revisited. And I’m like, okay, got it.

I’m hiring people incorrectly. When I hire someone, there needs to be I mean, unless I’m hiring, like someone who’s incredibly experienced, but there needs to be an onboarding program, or whatever onboarding system, where it’s like, you know, here’s the company policies, here’s everything you need to know about your job, here’s your KPIs. Now, here’s the standard operating procedures for every single task that you need to do. Here’s the general company processes.

So I started sitting down in whatever division and I’m like, Okay, let’s, you know, outline all of the processes visually, you know, let’s say like, you know, you’re doing ads, first thing, you’re gonna do evaluate this, then you’re going to do this, do that. So it was visually there, then each each of those steps, like many steps, had a standard operating procedure, which was a video on the best way to do it, along with like screenshots and step by step and error and stuff like that. And so now, I, you know, we have our processes down to, but even then, like, today, I just spent an hour improving our hiring because our hiring was good. But visually, we could have been better.

And I saw this, like software manatal, which is like a pipeline for your recruiting process. So I just rebuilt it into Monday, where any candidate that fills out, our job form application gets pushed into Monday. And the status is basically on the Monday like a task or item or whatever, it’s like a card, and it has all the information possible about a candidate, and then it’s a kanban like, the statuses. So he goes from someone that’s like a new applicant to, you know, like shortlisted to this to this, to pass the interview to pass this, pass that, and then we can visually see where we are at any point in time, you know, and build dashboards around it.

So that’s kind of what it required to go from, like, you know, hiring 12345 people to hiring 70 people, the systems and the processes. And every day, I’m looking for inefficiencies, like, you know, if we get 60 People that fill out our form, and we say that 30 of them are qualified, how can we make that number 30? Actually, the actual number of people that qualify for a job offer. So it’s like, if they make it all the way to the end, we have 30 people, you know, pass the form 30 People were worthy of a job offer, and we’re like, okay, let’s pick the cream of the crop. That’s kind of the way that I’ve been thinking about hiring. Thanks for,

Jeremy Weisz  43:58  

you know, walking through that. I’d love to hear. You mentioned a couple of the software’s, you know, one of their software from the hiring and onboarding process. You mentioned Monday’s job form. What other software do you like, what do you use?

Mina Elias  44:11  

Yeah, so mainly, I mean, for right now, for recruiting, we’re mainly using jot form and then one day, jot form integrates to Monday. So whenever someone fills it out, it puts it out there and then we track the process. We also, you know, use manatal with a different recruiter, so we have another recruiter that hiring so manatal is almost like the way that we set up Monday manually. It’s been, you know, auto setup, and it’s really good firing. If you guys are hiring a lot I would look into that. We like to use the 16 personalities test a lot and

Jeremy Weisz  44:47  

I just took it yesterday. What are you? I forgot but I’ll have to pull up but keep talking. I’ll literally just do it yesterday. Jason Silva, who Uh, who was like Jeremy, you should really take this, they actually looked at the people they hired and had them do it as a free test actually. And actually, what I thought was smart that he talked about was, they gave it to some of their best clients, to see what the client’s personalities were to, to see how they could better communicate and better serve their clients. So I thought that was genius, too.

Mina Elias  45:25  

That is genius. I love that I love that a lot. And it could also tell you who your best clients are and who your worst clients are. Like, if you start running into the same personality type, I noticed, based on the actual role, that personality type plays a huge role. So I started making every single candidate tick that personality type. And then I’m also looking into like, culture index. So if you mean, I took the culture index, I think it’s pretty accurate for me.

So if you guys are interested, one person that talks a lot about that is Steven Pope. And there’s actually like an episode you can like, pretty much look up Steven Pope Mina Elias, you know, culture index on YouTube, and you’ll find like, a whole video where he basically, you know, has me three minutes before the video live, take the culture index text, and then he’s like, okay, Mina, you’re this, you’re this, you’re this and it was everything was so spot on. And I mean, it’s a great way to tell who the person is, before you put them into your company. I was an ESFJ-A.

Jeremy Weisz  46:33  

So if you’re looking at the screen here, for anyone watching, I pulled it up here where it’s 16 personality as you take it for free to actually, and this was mine, so I don’t know what it means yet, because I still have to look it over.

Mina Elias  46:47  

But I can tell you briefly that the console is very logical but calm. person, you’re extroverted so you like talking to people. But you’re not like, like a hard driver. You’re not You’re like you are like, judging but like not judging in like the bad way. But like, you’re more like you observe and you judge based on what you see. Like very, like an intuitive kind of person. So I don’t know, I don’t know. Is that close?

Jeremy Weisz  47:18  

It’s interesting. Yeah, for sure. I look through some of this stuff. But yeah, definitely.

Mina Elias  47:24  

Yeah. So,I can tell a lot about a candidate right from the personality test. And I mean, for me,

Jeremy Weisz  47:29  

Like, well, I’m going to have them fill it out.

Mina Elias  47:33  

With the initial application. So if you’re gonna do your initial whatever, like before you ever get in touch, like you fill out the job form, it’s like, please go here and fill out your 16 personality test. Or actually, it’s probably like after that with the, with the test with the first test, which is, so it’s yeah, you will never make it to anyone living in our company without us knowing what your personality is. But those are the software that I use for hiring.

Jeremy Weisz  47:59  

I know, you know, we only have a few more minutes, I’d love to have one last question. It’s kind of a loaded question. But before I ask, I want to point out to people, they can check out To learn more, and we’ve been showing it on the screen. So you could check that out. To learn more about what Mina and his agency are doing. Last question I have is that just, um, you know, we get far with partners and tools and software. So I’d love to hear some of the software tools you use and kind of in the Amazon space, and you know, I saw on your website, we have Tactical, you know, over there, I know. I think. What are some of the other partners or software that you recommend?

Mina Elias  48:48  

Yeah, I mean, Helium 10 is one of my biggest. I mean, we spend a lot with them. They’re a great tool for keyword research to, you know, tracking your keyword ranking, tracking your market share, looking at your competitors, seeing what they’re doing, looking what keywords they’re ranked for. Another one that comes out of that is Data Dive Data Dive was initially built on Helium 10.

And now they’re kind of on their own. But Data Dive is a great tool for quantifying your SEO value for your title, your bullet points, your back end. They are also now integrated with chat GPT so that you can take your keywords that you want to rank for and it can write a title and bullet points that’s optimized for a certain tone that has your brand name whatever with the highest value so it’s pretty cool.

Another one that I use right now is Profasee, an AI price repricing tool for brands so that everyone knows how to reprice for people who are wholesaling, right? Like I’m selling a Nike shoe you’re selling a Nike shoe, your price is 2799 I’m not 2795 And then you’re 27 Nine oh three and then I’m 2791. So that’s like, you know that type of reprice, er this one is a tool that will split test your price at many different levels and tell you where you are making the most profit in terms of dollar amount.

Jeremy Weisz  50:14  

Chad Rubins, shout out to Chad. He’ll be happy to hear that you use Profasee.

Mina Elias  50:22  

Yeah, Chad is a solid guy. We use Carbonsix, Carbonsix is a suite of tools that you know, notably sellers, investigators, and get EDA, by the way, we use both. But both of them are great for fighting with Amazon to get money back. And then pixel me is incredible for driving Google traffic to Amazon for ranking. And this is something that’s going to be up and coming. What else do I use? Oh, my real profit is by far, like, the biggest tool that we use. And it is our main analytics software. And so we’ve custom developed it, you know, to show exactly what we want to show in terms of like, how the data is presented, what’s presented, the different like, you know, parts of data, like for example, a cost per session, which other tools don’t use. There’s so many I’m trying to remember.

Jeremy Weisz  51:18  

Those are great. I mean, I appreciate it. I appreciate you kind of walking us through everything. I want to just thank you, everyone. Check out for To learn more, and we’ll see everyone next time. Thanks, Mina. Thanks, everyone.

Mina Elias  51:36  

Thanks for having me.