Show notes
Rafael is the Founder and CEO of Share It Studio, a leading creative agency that helps Amazon and Walmart sellers turn data into powerful visual storytelling. Under his leadership, Share It Studio has worked with hundreds of top-performing e-commerce brands, blending creativity with analytics to craft product images, videos, and A+ content that actually convert.Before founding Share It Studio, Rafael built a career in film and marketing, becoming a 3-time Telly Award–winning entrepreneur. He’s passionate about helping brands optimize their listings, understand their buyers, and stand out in competitive marketplaces. Highlight Bullets> Here’s a glimpse of what you would learn…. Ben Leonard's entrepreneurial journey with Beast Gear, from initial investment to seven-figure exit.Challenges faced after selling Beast Gear to Thrasio, including mismanagement and loss of brand identity.Importance of effective inventory management and the consequences of overleveraging.The significance of building a genuine consumer brand beyond basic Amazon tactics.The role of intellectual property protection and the impact of neglecting it.Insights on the operational difficulties during the COVID-19 pandemic and its effects on e-commerce.Strategies for diversifying sales channels and avoiding dependency on a single platform.The importance of quality in products and overall business operations.Marketing strategies for brand awareness, including the use of influencers and social media.Lessons learned from reacquiring and reviving a brand in a competitive market.In this episode of the Ecomm Breakthrough Podcast, host Josh Hadley speaks with Rafael Veloz, founder of ShareIt Studio, about optimizing Amazon product listings through visual storytelling. Rafael discusses the nuanced impact of AI-generated images, emphasizing that authenticity often outperforms polished visuals — demonstrated by a shoe cleaner brand scaling from $400K to $12M monthly. He advocates for a full-funnel marketing approach beyond PPC, continuous image testing, and integrating AI tools strategically. Rafaell also highlights the importance of emotional connection in content creation and recommends building strong internal creative teams to drive sustainable e-commerce growth.Here are the 3 action items that Josh identified from this episode:Prioritize authenticity over polish Test raw, real-looking visuals (UGC-style, iPhone shots)—they often convert better than high-end production. Systematize testing with data Validate images using tools and customer feedback before scaling; continuously test and iterate based on performance. Build a dedicated creative strategy team Don’t rely on freelancers—invest in a creative lead and team to consistently produce, test, and optimize high-converting content.Timestamps:00:00:01 Authenticity vs. Professionalism in AdsOrganic, real-feeling content can perform twice as well as high-end professional videos, depending on the product's industry.00:00:50 Podcast and Guest IntroductionHost Josh Hadley introduces the topic of AI images on Amazon and welcomes guest Rafael Veloz from ShareIt Studio.00:02:27 Are AI Images Hurting Amazon Listings?AI images can hurt sales if used incorrectly, as they can lower the "perceived value" for emotionally-driven products.00:04:01 The Shoe Cleaner Case StudyA shoe cleaner brand grew from $400K to $1.2M a month by focusing on authentic, emotional content.00:06:26 How to Test and Update Main ImagesAnalyze competitor reviews for emotional triggers, create multiple main images, and test them both off and on Amazon regularly.00:12:01 Building a System for Creative ContentInstead of "hacks," build a system. Constantly track competitors' rankings, reviews, and image changes to stay ahead.00:14:33 Optimizing Creatives for PPC CampaignsCreate different ad creatives for different PPC campaigns and keywords to reduce wasted ad spend and improve conversions.00:16:55 Driving External Traffic to AmazonAmazon now rewards external traffic. Don't just focus on TikTok; create content that connects to specific buying intentions.00:19:34 Connecting Creative and Media Buying TeamsYour creative team and PPC (media buying) team must work together to create a cohesive and effective marketing strategy.00:22:28 Using AI to Build a CommunityCreate AI-generated personas and avatars on social media to build a community and drive traffic to your product listings.00:25:44 The Process for Creating Viral ContentA strategist analyzes the market, a script is developed, and a mix of organic and AI video is used.00:27:36 Final Advice: Embrace AIDon't fear AI. Hire team members dedicated to exploring and implementing new AI tools to stay competitive.00:28:40 Actionable Takeaway 1: Marketing Efficiency RatioStop focusing only on ACoS. Adopt the Marketing Efficiency Ratio (MER) to measure your total marketing spend against revenue.00:31:03 Actionable Takeaway 2: Systemize Image TestingCreate a consistent system for testing main images on Amazon, using real customer data to make decisions.00:31:45 Actionable Takeaway 3: Hire a Creative LeadInvest in a high-level creative team member to lead your marketing, as this is the most important aspect of your brand.00:33:56 Rafael's Favorite AI ToolRafael recommends Claude for its data gathering and Open-Claude's "Coworker" feature for automating executive assistant tasks.00:36:30 Connecting with RafaelFind Rafael at ShareIt Studio's website or email, and mention the podcast for a free 30-minute consultation.Resources mentioned in this episode:Josh Hadley on LinkedIneComm Breakthrough ConsultingeComm Breakthrough PodcastEmail Josh Hadley: [email protected] and Websites"Amazon Experiments": "00:08:54""Pixel": "00:08:54""Productpinion": "00:08:54""Fiverr": "00:08:06""Social Media Platforms (TikTok, In...