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      "body": "Congratulations @jasonmiles! You received a personal award!\n\n<table><tr><td>https://steemitimages.com/70x70/http://steemitboard.com/@jasonmiles/birthday2.png</td><td>Happy Birthday! - You are on the Steem blockchain for 2 years!</td></tr></table>\n\n<sub>_You can view [your badges on your Steem Board](https://steemitboard.com/@jasonmiles) and compare to others on the [Steem Ranking](https://steemitboard.com/ranking/index.php?name=jasonmiles)_</sub>\n\n\n###### [Vote for @Steemitboard as a witness](https://v2.steemconnect.com/sign/account-witness-vote?witness=steemitboard&approve=1) to get one more award and increased upvotes!",
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      "title": "The E-commerce Formula, Mastering The Four Core Building Blocks Of Online Selling Success",
      "body": "![](https://steemitimages.com/DQmaDQXhPkJk8FT8gz7qz8URgQPT9Hhxm8JTDYrt6MQFYq6/image.png)\n\nCommerce is in the middle of a massive transition - slowly creeping from offline transactions to some version of their online equivalent. Like an iceberg, slowly moving downhill, this creeping transactional - transition is at the same time incredibly slow, and crushingly fast. \n\nI feel lucky to be an observer, right up close, seeing the transition from ground level. As a former SVP of Marketing at an old-world organization (A University) I led a team as we struggled through the transition to online selling (and online delivery of our programs) - and as a kitchen table entrepreneur with my wife, we struggled (and struggle daily) to find our way in the brave new world of competitive online selling. \n\nI've also had the privilege of teaching Online Marketing at the University level - as well as teaching my Shopify Power course to over 1,000 students via Udemy (an online learning marketplace). \n\nIn this post, I'd like to share what I call the E-commerce Formula - The Four Building Blocks Of Online Selling Success. But first, a tiny bit of context...\n\n\n~We Are Just Getting Started~\n\n\nWhen you're 1-inch away from an iceberg rolling over the top of you - you've gotta move briskly because for you the transition is imminent - you're in the life or death zone. There are parts of the global economy that have hit that spot.\n\nBut if you step back for a moment and look at the entire world of retail selling (let alone things like B2B, services, and institutional selling (Like my old University), then you begin to realize the transition is slower and in some niches, industries, and parts of the world, it is barely on the radar. For them, it's incredibly slow.\n\nOverall, according to the Department Of Commerce, by the end of 2015, we were only at 7.2% of all retail sales occurring online. Newer estimates have it closer to 9% as we begin 2017. Either way, at the macro level - we are just getting started. That's good for us as entrepreneurs. \n\n![](https://steemitimages.com/DQmV3jDHXnnPYE2Ydo5vfuuGsyA9VRSycrUCNaVicx1wgCm/image.png)\n\n~The E-commerce Formula ~\n\nI've taught over 1,000 students how to use Shopify - and I've taught Online Marketing at the University level for 3 years. I've also been selling online since 2007 and have sold several million dollars worth of goods online at this point. I'm certainly no Jeff Bezos (Genius), but I'm in the game in a legitimate way - and so after reflecting on what it takes to succeed, I've boiled it down to four core topics. They are,\n\n~Building Block One - Technical Aptitude~\n\nIn the 1980s when I was a kid they used to say about a nerd, \"he's into computers\". I wasn't one - I was into football. But now almost everyone is \"into computers\". Obviously, not everyone can set up an e-commerce website, but the technical requirements to set up a blog or e-commerce website are getting simpler and simpler each year.\n\nSites like Shopify have made the process of setting up a beautiful, full-functioning, safe, e-commerce site fairly easy. But that doesn't mean my mom will ever be able to do it. There are some people who simply don't / won't have the technical aptitude to attempt it. They get frustrated too quickly and give up. So although they might be able to do it if a gun was to their head, they won't enjoy it.\n\nBut each year, the hurdle gets lowered a bit, and the option to sell online becomes more real to more people. Sadly, some people who have looked into the idea of selling online in the early days smashed into this hurdle and decided it wasn't right for them, but they never checked back to discover that the hurdle is getting lower and lower - and their particular point of frustration may very well be a non-issue now. This building block, therefore, is time sensitive for the entrepreneur. There is an advantage for those who are early adopters. \n\nI break Technical Aptitude into two broad categories, but it can include many things,\n\nWebsite basics - which includes how to use a WYSIWYG editor to create pages and the related \"parts\" of a website.\n\nE-Commerce basics - which includes how to set up a product listing, shopping cart, and payment options.   \n\n~Building Block Two - Product Marketing Aptitude~\n\nThe second building block is what I call Product Marketing Aptitude. This is not necessarily an online/offline skillset. There are tons of old-world retailers that are great at product marketing. When they come online - watch out! They can (if they master the 3 other building blocks) crush it. At the same time, there are tons of new-world sellers that are great at marketing online products that the old-world folks don't even understand.\n\nWhen Jeff Bezos began to dream of Amazon he scoured industry journals to determine which product category might be a good match for an e-commerce business. He decided upon books for several specific reasons that he felt were important - and launched Amazon in his garage in Bellevue (just up the road from us here in the Seattle area).\n\nProduct marketing aptitude is like any other skillset, there is a huge range from horrible to exceptional. Most of us start with average aptitude and need to learn the skills. We are open to the idea of being a product marketer but don't know how to do the job. \n\nBut sadly, some people are not pre-disposed to enjoy this type of business activity. I've worked with a lot of them and they fall into a couple categories of mindset. They won't do well as a Product Marketer on their own. They include,\n\nThe Product As Art Mindset - I'm married to an artist, so I'll describe this mindset in very careful terms. Artists are world changers. They do things that are as close to miracles as humanly possible. They do that by being uncompromising, obsessive, painfully critical of their work, and visionary in exciting ways. I think Steve Jobs was an artist - and obviously changed the world. So I'm not saying artists can't make amazing product marketers, they can. Of course, some artists are artists at heart, but not talented at their craft. \n\nWhen an artist creates a product and it fails commercially, they can get stuck mentally and resist the need to pivot to match customer demand. They will stand their ground for artistic reasons and find another answer to the 'why it didn't work' question. The market might never come around to their way of seeing the product - and their efforts may never be successful in the real world of competitive marketing.\n\nThe Quality Compromiser Mindset - on the other end of the confidence spectrum you'll find people who believe their product is going to change the world - even though it's not unique in any way. These people could sell a basic commodity like bottled water and believe deeply in their heart that it's going to save people's lives, because after all, tons of people need clean water. \n\nAs the old saying goes, these people get high on their own smoke and tend to believe their product is better than it actually is. Full-Disclosure, I struggle with this issue. Now, if a Quality Compromiser is very early into a market/product concept, then they might still do very well. To loosely quote Guy Kawasaki, (I believe it was in the Art Of The Start),\n\nTo loosely quote Guy Kawasaki, (I believe it was in the Art Of The Start), \"In Silicon Valley 20 people can have the same idea at roughly the same time - and it's the one that executes it best that wins.\" So if you're early and can grab customers with your product - cash out - and move on - you're going to be rich. \n\nBut over time, in any market, quality begins to matter more and more. Customers expectations rise, and a product of inferior quality won't get them excited. As options increase - quality becomes a central issue. You can't win in the long-term with a quality compromiser attitude. So if you start there -  you've got to make the commitment to continually update, refine, and improve your product. Your new versions better make big jumps in quality.\n\nFamous Silicon Valley titan Reid Hoffman wisely said, \"if you're not embarrassed by the first version of your product, you've launched too late.\" However, most of us aren't in Silicon Valley, and if your first version is ignored by all of humanity, then you better revisit your approach to the product.\n\n~Building Block Three - Business Aptitude~\n\nThe decision to sell online is the decision to start a whole business. Some sellers have the illusion that they can sell online, particularly digital items, and be like a ghost in the machine - just collect the cash and keep your head down. But it doesn't work that way. An e-commerce business is just like any other business. Accounting matters. Taxes matter. Payroll matters. Accounts payable matters. Finance matters. Legal matters. Most importantly of all, good business decision-making skills matter.\n\nThe Case Of The Two Amazon Rookies: Here is a story that illustrates this point. In 2015 I helped teach two people how to sell on Amazon, one was my son who is in college, the other was my friend who has 25 years experience owning and running a fast food franchise. My son wanted money, my friend was intrigued by the idea and wanted to learn a new skill (and didn't need the money).\n\nTheir two paths diverged in the e-commerce woods and here is how their stories played out...\n\nMy son... started with retail arbitrage (buying items on clearance at stores and sending them into Amazon). He realized he didn't care for in-store shopping. So, we connected him to someone that provided a weekly list of Online clearance deals that could be purchased and sent into Amazon for resale. \n\nAfter selling a few thousand dollars worth of product, my son realized that the margins involved in this business weren't very good. He got frustrated as other sellers lowered their prices to levels he couldn't match (and still make a profit) so he concluded that selling on Amazon wasn't for him.\n\nHe has since moved on to selling on Fiverr and is happy making a side income selling services.\n\nMy friend... started with retail arbitrage and immediately noticed that a 2 or 3 times markup (buy an item for $10 and sell it for $20 or $30) was never going to cover the associated selling fees of the Amazon platform and also deliver any substantial profit. He also observed the \"race to the bottom\" that happens amongst sellers on Amazon. Here is where his business aptitude kicked in.\n\nHe quickly heard about garage sale sourcing - finding new-in-the-box items at garage sales and sending them into Amazon. This delivered him astonishing markup potential. Buy an item for $1 and sell it for $150 (yes, he really found these types of deals).\n\nBut although he liked going to garage sales to get out of the house on the weekend, the sourcing proved too unpredictable for his liking. Funny enough, he would use Craigslist to find the garage sales each week, so he clicked over to the \"going out of business\" section. He began to hunt in that new land for product opportunities.     \n\nHe found a seller offering an entire storage unit of new-in-the-box Star Wars action figures, (the old ones from the 1980s and 1990s). The seller had inhereted them from his brother who passed away and just wanted to be done with them. My friend inspected the items, build rapport with the seller, and negotiated a fantastic deal for the entire storage unit, roughly 4,000 items, at a cost under $4 per unit. He rented a Uhaul truck, paid some of his kids to help him load it up, and was the proud owner of a massive pile of high-value products. He paid one of his kids to scan all the items, pack them up, and send them into Amazon. It took them 3 months and they finished just in time for the 2015 Christmas holiday, which also corresponded with the release of the exciting new Star Wars movie The Force Awakens. His goal was to time the item listings to the movie release and keep his prices very high. It worked. His total profit from the project? Over $80,000.\n\nAs his sales concluded, my friend decided that his learning goals were met, and he's since moved on to other offline ventures. He has no interest in continuing to sell online.   \n\nBusiness Aptitude includes skills in a really wide range of topics including,\n\n-Opportunity analysis\n-Research skills\n-Business math\n-Forecasting\n-Finance management\n-Legal, tax, and regulatory compliance\n-Negotiation tactics\n-People management \n\nThese skills all swirl together to give some people a massive competitive edge. As with the other skills mentioned in this post, most of these are acquired over time through practice and learning. Most e-commerce sellers won't (and don't) need to start out with a huge resume of business skills, but they can't hate these topics either. The willingness to learn and grow in each of these areas is the main thing. You may never be good at book-keeping, but if you're the owner of an e-commerce business, you're responsible. The same goes for each of these topics. \n\n~Building Block Four - Motivational Aptitude~\n\nDid you notice that in the case of my son vs. my friend, only one of them is currently selling online? Motivational aptitude is an amazing intangible that separates people over time. The dreamers from the doers. The tinkerers from the emotionally committed. Some people want it bad enough to push through the pain, learn the hard lessons, buckle down, and get things done. They find a motivating energy that helps them keep going. In my son's situation, it was simple - he needs gas money for his truck. My friend, on the other hand was motivated by the novelty of learning a new skill and once achieved, he was done. \n\n~15 Years A Slave (to the 9-5)~\n\n(Here is my motivation story - taken as an excerpt from my Craft Business Power book)...\n\nI'll never forget the night I heard about someone making $1,000 a day with an online business. It was 1998 and the Internet was still very new to all of us. Although I’m usually an early adopter and had been using online services since 1995, I hadn’t heard too many examples of people actually earning a living online.\n\nIn 1998 email was still relatively new. Beyond that, there were message boards, new websites from various companies, and content on AOL, but there weren’t that many obvious ways to make money online.\n\nI was looking for a second job at the time, trying to make ends meet for my young family. Cinnamon and I had just had our first son, Jordan, so I was open to anything and everything that could help us get a little bit more income.\n\nOne Sunday evening, Cinnamon and I took Jordan to a home group meeting. I asked our group to pray for my job search, and someone said,\n\n“Maybe you should connect with Steve — he’s making $1,000 a day on the Internet and I think he needs help.”\n\nHere is how the dialogue continued:\n\nMe: “$1,000 a day . . . on the Internet?”\n\nThem: “Yeah, I guess his idea has really taken off.”\n\nMe: “That’s $365,000 a year. Over the Internet?”\n\nThem: “Yeah.”\n\nMe: “What does he do?”\n\nThem: “He got a traffic ticket, then got frustrated that he had to actually go to an all-day traffic school to get it removed from his driving record. So he created an online traffic school training course and got the county judge to approve it as an acceptable online version of the regular program. The judge sends people to Steve’s website, then they take the course and print out a certificate.”\n\nMe: “Wow, what’s his number? I’m going to give him a call.”\n\n“$1,000 a day on the Internet” - those were the most magical words I had ever heard. It was like they went into my head and echoed for months — actually for years. In fact, they are still up there echoing loudly right now (although the number is higher now). I guess it’s something similar to gold fever, Internet income fever.\n\nI did talk to Steve, and he needed someone for just a few hours a week. I needed more work than that, so I passed on the opportunity to work with him. That was probably a massive mistake, but life goes on. I’ve heard since then he’s now making more like $4,000 per day (and that was years ago - I'm sure it's higher than that now).\n\nCall us slow learners, but it took us ten full years after that conversation happened to create our own online business. It was ten years of that phrase rattling around in my mind — “$1,000 a day online.”\n\nTen years of that idea haunting me every time I was stuck in traffic, every time I had a bad interaction with my boss, every time I felt like I was traveling too much for my job, every time we couldn’t afford something and had to use a credit card. Why in the world did I wait ten years? I have no good answer (other than I didn't have the Four Core Building Blocks figured out yet). But the idea never left the back of my mind, regardless of the highs or lows we were going through.\n\nFor several reasons, the time was finally right in the winter of 2007 and in early 2008 we launched Liberty Jane Clothing, an online business based on my wife’s design talent. It started really small, with a $39 dollar sale on eBay, and it was a lot of hard work.\n\nThe first financial goal was to start making $1,000 a month. My only regret is that we didn’t start the business in 1998 when we first heard about Steve. Fifteen years after hearing about Steve, and five years after starting our online selling, I was able to retire from the 9-5 and go full-time with the family online selling biz. (My only regret is that I didn't learn the Four Core Building Blocks sooner.)\n\nYou Motivated?",
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      "body": "![](https://steemitimages.com/DQmYS95NNyHT3VdgbE8bu4CwJVoGXhvjDp7BwSRcBu2vAF6/image.png)\n\nYour mission on Shopify will be to test whether you can acquire new customers for equal or less than what they spend on your site. This is your greatest challenge and primary project on Shopify.\n\nWe call that challenge your Primary Site Hypothesis (PSH). You are speculating that you can acquire new customers and that they will quickly buy items of equal or greater value than the cost of acquiring them. Do it - and your baby Shopify site will survive and hopefully go on to thrive. Fail - and you will loose money until you shut down your site. In our Ecommerce Mentoring Program, we walk you through how to systematically make that happen.\n\n~How We Hit Our 1 Millionth Order On Shopify~\n\nYou might be wondering about my own experience on Shopify and maybe you’ve already take the time to check-in and see who I am and what I’m actually doing on Shopify with my own website(s). I think our journey can shed a little light on the topic of creating an integrated product suite, so I’ll include it briefly...\n\nWe started online in late 2007 by selling custom designed and hand-made doll clothes on eBay. That was our first product type. We did that for two years and made $1,000 a month. So our total revenue at the end of each year was $12,000. My wife was the designer and maker and I was the marketer. You can see those items at www.libertyjaneclothing.com.\n\nWe had started the business to try and make extra money because we were in a mortgage mess. I’ll spare you the details, but we had moved to California at the peak of the housing market and used a bad loan product and got caught in a slow and painful disaster. But in the summer of 2009, we lost our house to short-sale and the need for our business went away.\n\nBut we had a good brand established, and customers that truly respected our work, so we started considering ways to re-create the business to make it better. After reading Jim Cockrum’s book The Sile Sales Machine, we realized the answer. We started selling my wife’s designs as digitally downloaded PDF files. That was our second product type.\n\nBecause my wife is truly a gifted designer, and I was a little better at marketing and promotion than the other people in that niche, we started to gain real traction. It tripled our sales in our third year and tripled them again in our fourth year. We were now a six-figure online seller.\n\nWe had begun writing a weekly newsletter and over a period of twelve weeks in 2009 I included a brief description some of Cinnamon’s design principles. Things like proportion, scale, fabric choice, and homage. These were principles that set her work apart and although she was an artist that didn’t create these types of lists, when I observed and then documented what she did, it became our 12-Layers Of Professional Doll Clothes Design. That simple idea expanded into an ebook and digital course. Our third and then fourth product type was born.\n\nOther doll clothes pattern sellers who realized that we were pretty good at our marketing began asking if we would sell their patterns on our website too. We became a publisher of 3rd party patterns. That was our fifth product type. That decision was the genesis of Pixie Faire – our doll clothes pattern marketplace. We launched Pixie Faire in June 2013 with less than twenty designers. Now we have over seventy design partners and a combined catalog of over 1,500 patterns. Together we have had 1.8 million patterns downloaded since we began and average 40,000 to 50,000 downloads a month.\n\nOn July 4th, 2014 we launched our cut fabric and notions. These items give our customers everything they need to complete one of the doll outfits. We call them Pixie Packs. So if you buy the Liberty Jane Jeans pattern, then you might also want to buy the Jeans Pixie Pack. Our sixth product type was born.\n\nIn the summer of 2016 we decided that maybe since we sold doll clothes patterns, we should also begin selling dolls. So we began working with several manufacturers and began selling their dolls on Pixie Faire. Our seventh product type was a no-brainer.\n\nToday we manage a small but capable team from our main street office in Auburn Washington. We’ve sold several million dollars worth of product online and our sales are steady and growing nicely. We never take large financial risks. We never bet the farm for any specific product idea. We’ve certainly tried things and failed. But overall, we are focused on slowly and steadily adding what our customers want if and when we can do it profitably.\n\nIn October 2016 my shipping manager walked into my office and set an order in front of me. He didn’t say anything, which is fairly odd. I said, “what happened, did we mess up their order?” He said, “no, look at the order number.” Glancing at the number in the top left corner, I noticed it said, 1,000,000. Our millionth order had been transacted through Shopify. Wow! We all shook our head in amazement, stood there and smiled for a moment, and then went back to work.\n\nYou might consider the doll clothes niche a funny and slightly weird back corner of the Internet, and maybe it is – although we do our best to not make it creepy or weird. We’ve found a way to make it work well as an online business by obsessing over our first product and then adding more products our customers wanted. I truly believe you can do the same in your niche or industry. I hope our story is instructive for you and your pursuits! \n\n![](https://steemitimages.com/DQmQRjnUL6VGedcHKr4omL9Ts2a1oD9Yca9UHk11qBJKKA9/image.png)\nhttps://www.winningonshopify.com/store/aEobTB4a\n\n~The Integrated Product Suite Strategy On Shopify~\n\nThe best way to make your site profitable is to sell as much as possible to each new customer that visits your site. So the most important question is, what do you sell them besides the primary item they came to buy?\n\nDirect marketers have tested this over and over and the wisest path includes the following options:\n\n-Sell them more of what they wanted. Multi-packs, recurring orders, or some version of larger packaging.\n-Sell them information products related to the product, the niche, or the related issues facing the core customer.\n-Sell them directly related products.\n\nThe idea of selling customers directly related products is referred to by Brendon Burchard as an Integrated Product Suite. It's the idea that if you sell printers, you should try to also sell the ink and paper. If you sell doll clothes patterns, you should also try to sell the dolls and fabric. If you sell coffee, you should also try to sell the coffee cup and coffee maker.\n\n~What Makes A Good Secondary Item~\n\nFinding a great secondary item can be hard work. You need to answer questions such as:\n\n1. Is the item profitable?\n\n2. Is it easy to include in the package with the first item, or does it add substantial shipping costs?\n\n3. Can I get stable and reliable sourcing?\n\n4. In the case of digital items, is it easy to deliver without customer confusion or frustration?\n\n5. Do I have to buy large quantities and therefore have both upfront expense and storage problems?\n\n6. How hard is it to get rid of if I cannot sell it?\n\nAs the chief product planner for your Shopify site, your job is to identify, source, and test these related product concepts. Some will work well, some will work okay, and some will fail your tests and you’ll find they are unsuitable to place on your site, even if the customer wants them.\n\nBut each time you can find a way to upsell, cross-sell, or down-sell another item - you increase the average order size per customer. Over time, you’ll be discovering the Long-Term Customer Value (LTCV). That’s the number that you can eventually expect each customer to spend on your products. Knowing your LTCV will also help you decide how much you can spend to acquire the customer.\n\nSo while you’re bootstrapping your Shopify site and trying to answer your Primary Site Hypothesis the Short-Term Customer Value number is critical. But over the longer-term, the real question will be what is your Long-Term-Customer-Value. \n\nThe higher the average order size per customer, the better your short-term prospects. The higher the Long-Term-Customer-Value, the more valuable your business is as a whole.  \n\nSo focus on short-term customer value to survive and long-term customer value to thrive. If you don't have a thorough, well researched, and organized plan for secondary products, it’s okay. Get your primary product type up and running on Shopify successfully and then begin doing the research for your second product type.\n\nIf you'd like additional training and coaching to achieve your Shopify goals, consider joining our mentoring program today!\n\nJason Miles",
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      "body": "![](https://steemitimages.com/DQmZd9g8qER2ny8YjUyiq5QasifoN7Ls3WVBpws8d32hzSM/image.png)\n\nLots of people want to make a product, run a company, or be a business mogul. \n\nFewer people want to be the chief marketer and salesperson for a specific product.\n\nBut if you launch a Shopify site, you are launching a professional career as the chief marketer, spokesperson, and salesperson for your products, your brand, and your website. These roles can mean different things for different companies and industries, but bottom line, you're responsible for selling the product.\n\nYou have to be emotionally comfortable selling either directly or indirectly and ideally both. Or you have to get emotionally comfortable over time. As with all things in business - you either do it yourself - or you manage someone who's job is to do it (and in that way - you're still responsible).\n\n~Emotional Comfort With Selling Directly~\n\nAnyone can say the phrase, \"here is my new product and I'd love to tell you more about it.\" But for some people uttering those words exacts a crushing emotional toll.\n\nSo you know in your gut if you're ready to sign-up to be the chief marketer for your new Shopify site. If you are feeling very sad as you read these words, because you know you're not comfortable being the chief marketer, keep reading, I have a workable solution for you.\n\n~Refining Your Direct Selling Skills~\n\nOf course, no one likes it when their Facebook friends constantly share about a multi-level marketing organization they are a part of knowing that the intention is to sign you up. You don't need to embarrass yourself online or offline to be an effective chief marketer.\n\nTo get good at being a chief marketer, you need to master these skills:\n\n1. Getting in front of the right audience\n2. Working with people who are desperate for your product\n3. Positioning your product as a benefits packed solution to their urgent problems in a calm, cool, matter-of-fact way.\n\n~The Art Of Indirect Selling~\n\nE-commerce selling is by nature - indirect. You use photos and words to position a product. Your shopping card rings up the order. The USPS person hands the customer the item. Your website review tool collects the customer's impressions, happiness, or complaint.\n\nYou don't have to ever be face-to-face. So in this context, being the chief marketer is about organizing your efforts to get the right message in front of the right audience.\n\nThe best marketers don't ever share the wrong message with the wrong audience.\n\nAnd most of the awkward moments in sales activities come when the wrong message is shared with people who don't want to hear it.\n\nSo our ideal chief marketer will be dedicated enough to find the right audience, creative enough to share a benefits packed message that positions the product as a solution, and emotionally comfortable enough with the activities involved to keep doing it over and over.\n\nVeteran chief marketers are learning machines that continuously refine how to find the right audience, how to craft a compelling message for that audience, and how to measure the outcomes over and over until the financial results are maximized.\n\nReady to take on that challenge?",
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      "body": "I am very interested in shopify, but I lack the finances at the moment to take the risk and give it a go. There is quite a lot to learn and it can get you in trouble if you don't cover all of the bases.",
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      "body": "The Shopify platform allows you to build an ecommerce website using a technology concept referred to as \"What You See Is What You Get (WYSIWYG).\n\nVia WYSIWYG you edit your site to create a unique homepage, product pages, blog posts, and other pages like the About Me page. The editing system is not overly complicated and it has enable millions of non-coders to manage websites effectively.\n\nAnd Shopify has fantastic tutorials to help you at every step of the journey.\n\n~Learning Website Basics~\n\nBut using WYSIWYG functionality is a trade skill that does take time and talent. I call all of the skills associated with this topic the website basics. These are things you need to learn to operate a site effectively. They include:\n\n-Making draft pages, reviewing them, then publishing them\n-Text size and placement\n-Image size and placement\n-Linking to other sites, products, and posts\n-Embedding items from other sites like contest widgets\n-Using add-on tools from 3rd party providers. These are called \"Apps\" on Shopify, and \"Plugins\" or \"Widgets\" on blogs\n\n~You Can Never Fully Outsource The Basics~\n\nJust as with the ecommerce basics mentioned in the prior chapter, website basics are important to learn.\n\nI've noticed over time that lots of people want to have an ecommerce website, but want to immediately \"opt out\" of the website basics work. Their first question is,\n\nCan I just hire someone to do the basics?\n\nThat mentality can be a predictor of bad things to come. Of course, if they ask that question on Facebook, then some \"know it all\" will respond by saying, \"yeah, just go to fiverr.com and hire someone really cheap, or get a VA.\"\n\nYes, you can hire a Virtual Assistant from the Philippines, or someone off of Fiverr.com to do basic things for your website.\n\nBut if you don't know how to manage them, or what to tell them to do, how will they know what you want?\n\nAdditionally, I don't know about you, but I don't particularly like the idea of giving the keys to my livelihood to strangers. Most people who give the \"find someone on Fiverr\" advice make little to nothing via their ecommerce website - I've never heard a veteran ecommerce website manager give that advice.\n\nIt's like having a service repairman come into your home and snoop around while you're not there. I don't care for that much.\n\n~Hiring Real Talent~\n\nOf course the real answer to the question depends on how much money you have and how well your business is doing. Money helps.\n\nIf you have plenty of money because your new ecommerce website is dispensing cash faster than a broken ATM machine, then of course you can hire someone to do the website basics. Scale up, build your team and include someone with that duty. That's awesome - you're a mogul.\n\nOr you can find and work with a trusted partner for the long-term as a contractor. Finding an ecommerce pro that can help manage your site is helpful because it allows you to pay them as a contractor, avoid payroll costs, and quickly start, stop, or modify the arrangement based on finances.\n\nAt my consulting company, Online Selling Team, we work with business owners like this in three core areas: Ecommerce, Social Media, and Paid Advertising. So we cover the basics for sites we manage, but it's always best if the business owner knows the basics too.\n\nIf you don't have mad money - then you need to learn the website basics yourself. And maybe that's a good thing.\n\nMy point is simple. Even if you hire someone - you still have to serve as the manager of that duty and ensure it is done at a professional level.\n\nFor all of these reasons, we've found that people who have taken the time to learn website basics will be able to quickly apply those skills to Shopify.\n\nIf you launch into a Shopify site without knowing the website basics - you'll spend a lot of time learning them. Your focus on the ecommerce basics, and the Primary Site Hypothesis work will suffer until you get good at these entry-level skills.",
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      "body": "![](https://steemitimages.com/DQmNzkDVeeSzhvHfKFAeZkKv6qHwfRxDCaKD1L1WKMVF2EF/image.png)\n\nThe Shopify platform is designed to work well for non-technical people. By that I mean, people who don't know how to code. But that doesn't mean it's totally simple either. The best practical training you can get prior to setting up a Shopify site is to have sold previously on another ecommerce marketplace site such as Amazon, eBay, Etsy or even Craigslist.\n\nIf you've never sold on one of those platforms, then it'd be a wise idea to try to sell there first. 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