About four Ramadans (annual Muslim fasting month) ago, I stumbled upon an IG channel where this guy made cooking look so simple. He would start his video with a simple ” Hey, what’s up guys” and proceeded with sharing a video of the finished product before getting into the recipe and methods in less than two minutes. He did this everyday for 30 days of the fasting month.

It inspired me to try two or three of his recipes and I’m not one that enjoys cooking. What I liked about his channel was that he spoke to the camera like he was your buddy. Laid back and fancy free.

I wouldn’t have guessed how long he took to grow his brand  to be where he was that day. At that point he was creating IG video for 5 years. And today, 4 years later, he’s grown his brand so well that he can sell 40,000 products making over RM628,000 in just two minutes on Shopee.

Khairul Aming is not just a content creator, he is also a businessman. He launched his own brand of sambal (a spicy sauce) called “Sambal Nyet” in 2021, and sold over 540,000 bottles in the first year, earning RM7.5 million. In 2022, he doubled his sales to RM14 million, and won awards from Shopee, an e-commerce platform, for being the best new seller and having the best customer service. His sambal products come in various flavors, such as original, garlic, cheese and extra spicy. His latest hot item is “Dendeng Nyet Berapi”, a dried meat snack that is coated with his signature sambal sauce. This was the item that he sold 40000 units in 2 minutes last night. Two weeks ago, he garnered RM1.2 million in sales in less than four minutes on TikTok Shop Malaysia selling this product for the first time via a live streaming session on the platform at 9pm on February 2.                                                                                                             

It took him and his team around a year to develop their new product which includes extensive research on ingredients, cooking methods and packaging. He had spent over RM2 million on producing the Dendeng Nyet Berapi.

You might be wondering why people buy his products and how you can sell better too. Sure, it tastes great but so a thousand sambal brands out there

Here are five things business people can learn from him:

– He has a personal brand that reflects his personality and values. He is honest, humorous, and relatable to his audience. He shares his stories and experiences on social media, and engages with his followers regularly.

– He is passionate about his product and his customers. He loves sambal and he wants to share it with others. He listens to feedback and improves his product constantly. He also cares about his customers and their satisfaction, and he shows appreciation for their support.

– He is creative and innovative. He experiments with different flavors and ingredients, and he creates new products that cater to different preferences and needs.

-He also uses attractive packaging and produces only one product at a time making it a sought for item

– He is strategic and smart. He knows how to market his product and reach his target audience. He uses social media platforms effectively, and he collaborates with other influencers and celebrities to promote his brand. He also leverages on events and trends to create buzz and awareness for his products.

– He is consistent and reliable. He delivers his product on time and ensures its quality. He also maintains a good relationship with buyers who are his biggest fans. 

-He is honest, transparent, and consistent in his communication and delivery. He speaks to his followers like friends and he speaks highly of his team members as well. He shows glimpses of his life with colleagues and about him building a bigger factory in Kelantan to make more sambal so his content feels genuine. When people tried to sell fake Sambal Nyet, he spoke candidly about it so his buyers are aware that there are fake products on sale and to be more careful when purchasing. 

People buy his products because they are influenced by Khairul Aming himself. They are fans of his content and personality, and they want to support his passion and business. They are inspired by his success story and his positive attitude. 

So how can you sell your own products better? 
Use social media, word-of-mouth, or referrals to spread awareness and generate interest in your product. Share your story, your vision, and your values with your audience. Engage with them and encourage them to share their feedback or experience with your product. The most important thing to remember is that success doesn’t happen over night. For Khairul Aming, it took him 9 years of hard work to be where he is today.

Good luck!

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