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Gift Biz Unwrapped guest,

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episode number 405.

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It's the way that you can get directly into your customer

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at the most specific time of when you think they're gonna

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buy or buy again.

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Attention, gifters,

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bakers, crafters and makers.

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Pursuing your dream can be fun.

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Whether you have an established business or looking to start one

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now you are in the right place.

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This is Gift Biz Unwrapped,

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helping you turn your skill into a flourishing business.

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Join us for an episode packed full of invaluable guidance,

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resources, and the support you need to grow your gift biz.

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Here is your host Gift Biz gal Sue Moon Heights.

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Hi there,

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it's Sue.

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I'm thrilled that you're here with me today and appreciate your

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loyalty and support of this podcast going into another year.

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Make sure to hit the subscribe button if you're new to

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the show so you automatically get all the goodness coming your

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way for this year.

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One of those things is the bashes there back.

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If you're not familiar with these,

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you can go back in the lineup and listen to one

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of the podcasts that says Bash in the beginning of the

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title. These shows provide you an opportunity to get your business

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seen by this whole listening audience.

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New visibility with no financial investment.

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How great is that?

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They're actually a recorded zoom get together that turns into a

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podcast several weeks later.

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You get to showcase your business and tell us about a

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promotion you have going on,

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or talk about your interest in wholesale placement or your idea

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about doing a joint product collaboration.

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Valentine's Day is right around the corner,

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and our next bash is scheduled this upcoming week,

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January 19th.

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Intentionally planned that way.

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Of course,

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as long as you're an established handmade product business owner,

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I invite you to book your spot.

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Go to gift fizz unwrap.com/bash

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to sign up.

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Spots are limited though because I wanna keep the resulting podcast

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to a reasonable time,

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but if there are openings,

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you can sign up for as many as you like.

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So scroll through future months too.

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If next week's get together doesn't fit your schedule.

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Today we're talking about the most important thing you can do

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to grow your business.

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That is retaining customers who have already purchased from you,

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so they'll buy again.

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Yes, some customers will drop off month to month or be

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only a one time purchaser,

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but if you put the strategy you'll hear about here in

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place, you won't be spinning your wheels all the time trying

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to find a fresh new set of customers each and every

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month. You'll get repeat orders that naturally build upon themselves over

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time. It's such a stress reliever when you get to the

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place where you can predict confidently that these orders will come

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in. That is what brings sustainable business growth.

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You know,

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that arrow that you want to continually see making its way

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upward in your sales reports.

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Listen in right now to hear how to make this work

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for you Today.

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I'd like to introduce you to Carrie McDonald.

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Carrie Dove headfirst into e-commerce over four years ago,

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driving her brand to eight figure status as director of marketing

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in less than three years.

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Ready for a new challenge.

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Carrie co-founded the Greenhouse with her partner in 2020,

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centered on e-commerce,

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email and SMS marketing.

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The greenhouse has quickly grown into an agency where clients take

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root and flourish,

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generating over 10 million in revenue for its brands in the

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first year.

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When not growing brands,

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Carrie inspires others by sharing her own multifaceted story.

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Ooh, we're gonna have to hear about that later.

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From major career challenges and rebounding from a business failure to

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co-found a thriving business,

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Carrie helps others craft a fulfilling,

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unique path in life that defies limits.

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Ooh, that's enticing and interesting too.

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Carrie, welcome to the Gift Biz Unwrapped podcast.

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Thank you so much Sue,

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and thank you for the amazing intro.

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We're gonna dive in in a minute.

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Yeah, absolutely.

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Lot of stories in there.

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Okay, before we do that,

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though, I shared with you a little bit earlier,

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I like because we're all handmade creators who are listening here

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to learn about you in a more creative way,

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and that is through a motivational candle.

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So if you were to close your eyes and just dream

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up a candle that totally speaks,

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Carrie, what would it look like?

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Yeah, definitely.

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So they have these really cool candle bars now in Miami

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where I live,

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called Candle Land where you can go like pick your vessel

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and you pick the filling and everything.

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So I've been actually thinking about this a lot lately because

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I didn't wanna go there,

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but I think me,

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in a candle,

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the vessel would either be like clear or it would be

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like a ndy pink color,

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and the candle wax itself would be like a nude pink

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color, like baby nude pink,

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neutral color with mica powder in it to make it glittery.

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And the quote on the outside would probably be something related

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to affirmations or law of attraction.

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I have always liked this quote,

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don't downgrade your dream to fit your reality,

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upgrade your conviction to match your destiny.

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And I've always used that from back from when I was

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teaching and it applies now to what I believe in.

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So I think that's me in a candle.

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I like it.

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And I'm all about law of attraction and manifesting here too.

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Actually, we had Bob Doyle on the show probably two years

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ago or so from The Secret.

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He came on and talked all about that.

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So people who have been listening for a while are totally

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in sync with us.

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Carrie. Yeah,

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it's very real.

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Just saying go back and listen to that episode if you

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haven't heard it.

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Absolutely. I mean,

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and your quote also,

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I really like because it doesn't limit you,

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it says to go after what you're looking for and not

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make sacrifices.

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You know,

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maybe you have a different route to get where you're going,

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but don't change your dream and make your dream less than

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what you really want.

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Which you know,

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especially as we're into brand new year here,

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it's a great outlook to have as we go forward.

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Yes, absolutely.

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Yes. So,

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and you used to have a Nazi shop,

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I understand.

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Yes, yes.

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Do tell.

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Yes. So I feel as though I've lived a few different

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lives, like so it feels like different places in the world,

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different places in my life and different career paths.

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So to me they feel like different paths really that are

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all cohesive of my life.

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But back when I was a teacher around like 2016,

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I had summers off,

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so I had a lot of time on my hands and

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I was also trying to like switch career paths.

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I didn't really know what I could do and instead of

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downgrading my dream to fit my current reality,

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what I did was learn new skills.

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I like learned new things.

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I started watching YouTube videos and all that and I got

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really into calligraphy.

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And when I had my summers off is when I really

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started my Etsy shop and just made invitations and signs and

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wooden signs and all of that hand lettered.

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So that's what I did.

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That was my Etsy shop.

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I did that for probably like three or four years maybe.

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And then when I changed careers I ended up shutting it

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down. But yeah,

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I am a maker.

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Yeah, I mean you have the experience and knowledge of what

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other people who are listening have done.

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So that's really helpful as we go with the conversation and

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we can all relate to you better now just because of

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that, cuz you've done it the same thing.

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So you were teaching then before you became the director of

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marketing? Yep.

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That's the sequence of events,

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right? Yeah,

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yeah. From teacher to Etsy shop to director of marketing,

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e-commerce, and now agency owner.

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Yeah, it's been quite a journey,

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but I think one thing that has stayed as a constant

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has been like creativity.

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I'm a creative person so it's really like I was a

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music teacher.

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My Etsy shop rooted in creativity,

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marketing is all about creativity and what I do now,

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still marketing,

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all rooted in creativity.

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So that's like the common thread I guess,

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between them all.

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Okay, got it.

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Wonderful. Okay,

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here comes an unexpected question.

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Are you ready?

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Yeah. So being a shop owner,

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obviously just being a consumer overall and then jumping into e-commerce

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director of marketing,

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what were some things that you didn't realize as you came

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and became more professional in that area?

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Like what did you find versus being a consumer and a

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a shop owner that you learned different when you went into

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corporate or director of marketing if you will?

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Yeah, so I mean my route to director of marketing was

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through a startup.

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It was startup at the time when I started and they

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ended up getting acquired by a larger company.

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So turned sort of corporate at the end.

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But I started,

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you know,

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as a graphic designer and my way up to director of

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marketing. I think one thing I didn't know,

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and I hope this answers your question,

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one thing I didn't know about marketing is that I'm a

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big time consumer.

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Like I am an unhealthy consumer.

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My mom and I like it's all we do is we

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shop, we love to shop and we're always going shopping and

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I'm always on like online stores.

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Like I'm always on Etsy looking for unique gifts.

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Like I'm just a consumer.

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And what I didn't realize about marketing when I first started

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in it and what I was learning is that it is

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so important to have the mind of a consumer as a

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marketer. Like if you are a big time consumer and you

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follow and you buy from a lot of brands,

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I think those are some of the best marketers because they

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understand what their customers like go through,

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right? And so you can put yourself in the mind of

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a consumer of like,

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when does it feel right to hear from you?

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Like what type of products might you be looking for?

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What type of like problems might you have that you can

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help solve?

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And so,

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you know,

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that was like one thing was like,

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I didn't realize at first,

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but as I started getting into it,

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I'm like,

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I'm really great for this job because I buy a lot

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of things so I know how to speak to people who

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buy a lot of things.

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And I think that is a really interesting perspective too,

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because when we switch over and we're the business owner and

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we're putting together our marketing strategies,

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we forget that we need to sit in the consumer chair

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and see how we would receive what we're putting out.

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Always, always.

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I mean that's like,

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it's one of the best things that you can do and

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it's something that I've been wanting to post about lately is

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just like before you send anything or put out any communication

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or develop any kind of campaign or anything,

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like sit and think about what state of mind might your

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consumer be in right now.

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Right now it's all about gifting.

267
00:10:54,010 --> 00:10:57,040
So the only content that should be going out is around

268
00:10:57,040 --> 00:10:58,680
gifting last minute gifts.

269
00:10:58,680 --> 00:11:00,240
Did you forget here's a gift card,

270
00:11:00,240 --> 00:11:02,280
like get what size to buy,

271
00:11:02,280 --> 00:11:03,680
like what color to pick.

272
00:11:03,680 --> 00:11:06,400
Like that's just the mindset that everybody's in or they're frazzled,

273
00:11:06,400 --> 00:11:06,720
you know?

274
00:11:06,720 --> 00:11:09,000
Right. They're just frazzled all over the place.

275
00:11:09,000 --> 00:11:11,160
So it's always good to like try to take stock of

276
00:11:11,160 --> 00:11:12,280
like where your customers,

277
00:11:12,280 --> 00:11:16,760
where they're at mind fully at this time of day,

278
00:11:16,760 --> 00:11:17,640
year, week,

279
00:11:17,960 --> 00:11:18,760
whatever. Yeah.

280
00:11:18,760 --> 00:11:20,680
And that's for posting emails,

281
00:11:20,980 --> 00:11:22,640
any interaction that you have with them?

282
00:11:22,740 --> 00:11:23,400
I'm thinking,

283
00:11:23,860 --> 00:11:24,680
Yes. Yeah.

284
00:11:24,680 --> 00:11:25,520
Yeah. Okay.

285
00:11:25,520 --> 00:11:28,920
And so then what was your thought pattern or what was

286
00:11:28,920 --> 00:11:31,800
your decision point to jump to your own business?

287
00:11:32,260 --> 00:11:33,200
How did that happen?

288
00:11:33,510 --> 00:11:36,000
It's funny because I was telling the story the other day.

289
00:11:36,000 --> 00:11:40,600
I've, I've always had I guess a entrepreneurial bug or more

290
00:11:40,600 --> 00:11:42,440
so I will just call it that I've always wanted to

291
00:11:42,440 --> 00:11:45,480
pave my own path and so that can be seen when

292
00:11:45,480 --> 00:11:49,240
I started my Etsy shop I was teaching and I just

293
00:11:49,240 --> 00:11:52,160
didn't feel like it was really fulfilling for me and where

294
00:11:52,160 --> 00:11:53,000
I was at and where I,

295
00:11:53,080 --> 00:11:55,440
I wanted to go in life and I thought,

296
00:11:55,440 --> 00:11:55,760
you know,

297
00:11:55,760 --> 00:11:59,160
starting something on my own would be a lot more fulfilling

298
00:11:59,160 --> 00:11:59,480
for me.

299
00:11:59,480 --> 00:12:01,680
So I've always had that in me.

300
00:12:01,820 --> 00:12:05,560
And then when I moved to the e-commerce company that I

301
00:12:05,560 --> 00:12:07,040
worked for for three years,

302
00:12:07,270 --> 00:12:09,720
became the director of marketing again,

303
00:12:09,720 --> 00:12:10,480
I realized,

304
00:12:10,480 --> 00:12:10,960
you know,

305
00:12:11,060 --> 00:12:13,560
I'm really meant to like be doing my own thing.

306
00:12:13,560 --> 00:12:16,000
And at that point I had a lot of skills and

307
00:12:16,000 --> 00:12:20,600
a lot of knowledge to be able to go more successfully

308
00:12:20,600 --> 00:12:21,680
into my own business.

309
00:12:21,980 --> 00:12:23,480
And then aside from that,

310
00:12:23,480 --> 00:12:25,560
like for me having a support system,

311
00:12:25,560 --> 00:12:28,480
so I started now my agency with my boyfriend who is

312
00:12:28,480 --> 00:12:32,960
my business and life partner and just having an accountability partner,

313
00:12:32,960 --> 00:12:37,280
someone to help you build the business really helped like scale

314
00:12:37,280 --> 00:12:39,000
it and catapult it in a way that I was never

315
00:12:39,000 --> 00:12:39,880
able to do before.

316
00:12:39,930 --> 00:12:40,920
So I felt like,

317
00:12:40,920 --> 00:12:41,200
you know,

318
00:12:41,200 --> 00:12:44,800
I had someone keeping me accountable to really focus on this

319
00:12:45,040 --> 00:12:46,760
business and grow it and get where I need to be

320
00:12:46,980 --> 00:12:50,360
and I had all the skills and the knowledge and if

321
00:12:50,360 --> 00:12:53,120
not now then went and so we quit our jobs and

322
00:12:53,120 --> 00:12:54,440
we went for it full force.

323
00:12:54,880 --> 00:12:55,480
Love it.

324
00:12:55,610 --> 00:12:58,360
So before we get into the topic in total today,

325
00:12:58,590 --> 00:13:00,360
what does the Greenhouse do?

326
00:13:00,360 --> 00:13:02,560
What is the single mission of the greenhouse?

327
00:13:02,910 --> 00:13:07,760
Yeah, the greenhouse exists to provide really high quality email and

328
00:13:07,920 --> 00:13:13,720
SMS campaigns to customers all while helping our e-commerce businesses generate

329
00:13:13,720 --> 00:13:15,680
higher customer lifetime value.

330
00:13:15,970 --> 00:13:19,960
So it's all about retaining customers and getting them to buy

331
00:13:20,360 --> 00:13:20,800
multiple times,

332
00:13:21,160 --> 00:13:23,840
building a community around the brand and the business.

333
00:13:23,900 --> 00:13:25,560
But from a consumer side of point,

334
00:13:25,560 --> 00:13:27,400
we're trying to just put out the best looking,

335
00:13:27,420 --> 00:13:29,000
the best sounding,

336
00:13:29,100 --> 00:13:31,640
the best email and s m s campaigns that you can

337
00:13:31,640 --> 00:13:32,440
get. Got it.

338
00:13:32,440 --> 00:13:35,680
Cuz you can do both of those types of campaigns and

339
00:13:35,680 --> 00:13:36,680
not have them hit.

340
00:13:36,900 --> 00:13:38,160
You could take the action,

341
00:13:38,160 --> 00:13:39,080
write the email,

342
00:13:39,080 --> 00:13:43,680
yeah, do the SMS campaigns and see nothing as a result

343
00:13:43,680 --> 00:13:43,960
of It.

344
00:13:44,230 --> 00:13:45,720
Yeah, that happens a lot.

345
00:13:46,120 --> 00:13:47,520
That's why people come to us.

346
00:13:48,030 --> 00:13:48,480
I know.

347
00:13:48,480 --> 00:13:49,040
And then they say,

348
00:13:49,040 --> 00:13:50,160
oh well email doesn't work,

349
00:13:50,160 --> 00:13:52,000
but it might just be that you know,

350
00:13:52,000 --> 00:13:53,680
these, both of those are great tools,

351
00:13:53,820 --> 00:13:55,920
you might just need to do it differently.

352
00:13:55,920 --> 00:13:58,080
Right. So people will come to you for that.

353
00:13:58,450 --> 00:13:59,400
Correct. Yeah.

354
00:13:59,400 --> 00:14:01,400
Anyone who says that email doesn't work,

355
00:14:01,430 --> 00:14:02,800
I would like to have a chat with them.

356
00:14:04,310 --> 00:14:04,960
Okay, good.

357
00:14:04,960 --> 00:14:08,320
Well It always works And I think email is going to

358
00:14:08,320 --> 00:14:10,600
be part of the topic that we're talking about,

359
00:14:10,740 --> 00:14:15,600
but I love the concept of this topic and what we're

360
00:14:15,600 --> 00:14:17,600
gonna be talking about and why am I leaving everyone in

361
00:14:17,600 --> 00:14:19,920
suspense customer retention,

362
00:14:20,220 --> 00:14:20,720
you know,

363
00:14:20,720 --> 00:14:22,840
so often we're going after the new customer,

364
00:14:22,840 --> 00:14:23,520
the new customer,

365
00:14:23,520 --> 00:14:24,320
the new customer,

366
00:14:24,460 --> 00:14:29,040
and we forget that we have this wealth of gold in

367
00:14:29,040 --> 00:14:33,040
people who have already bought our product and we often ignore

368
00:14:33,040 --> 00:14:33,680
them, right?

369
00:14:34,140 --> 00:14:37,560
Yes. So this is what I wanted to bring Carrie on

370
00:14:37,560 --> 00:14:40,200
and talk about is how do you take that and really

371
00:14:40,200 --> 00:14:41,680
use it to your best advantage?

372
00:14:41,860 --> 00:14:42,560
And again,

373
00:14:42,560 --> 00:14:45,480
top of the year you can do things differently if you're

374
00:14:45,480 --> 00:14:48,840
one who thought email marketing didn't work or s m s,

375
00:14:48,840 --> 00:14:50,120
and maybe we're gonna get into both of those,

376
00:14:50,120 --> 00:14:51,440
I don't know how we're gonna gonna go,

377
00:14:51,580 --> 00:14:55,760
but the whole thought is you've got value in your existing

378
00:14:56,120 --> 00:14:56,760
customer base.

379
00:14:56,900 --> 00:14:59,000
Are you using that to your best advantage?

380
00:14:59,650 --> 00:15:00,360
So Carrie,

381
00:15:00,500 --> 00:15:03,960
why don't you underline or what would be your comment on

382
00:15:03,960 --> 00:15:04,400
all of that,

383
00:15:04,400 --> 00:15:05,680
just top line first.

384
00:15:05,950 --> 00:15:10,160
Absolutely. I mean retention is necessary for any business.

385
00:15:10,160 --> 00:15:13,360
Like customer retention is a hundred percent necessary because I think

386
00:15:13,430 --> 00:15:16,840
it's something like three to five times more expensive to acquire

387
00:15:16,840 --> 00:15:19,440
a new customer than it is to retain a current customer.

388
00:15:19,670 --> 00:15:20,800
That's number one.

389
00:15:20,800 --> 00:15:24,040
And think about like if you're always having to go out

390
00:15:24,040 --> 00:15:26,840
and search for or find the new customers,

391
00:15:26,840 --> 00:15:32,680
it's very unsustainable business model then to say I have 40%

392
00:15:32,680 --> 00:15:35,760
or 60% returning customer rate,

393
00:15:35,870 --> 00:15:39,640
then you know at least 40 to 60% of my customers

394
00:15:39,640 --> 00:15:42,520
are going to be coming back on a regular basis and

395
00:15:42,520 --> 00:15:45,280
then I need to fill the gap with the new customers.

396
00:15:45,340 --> 00:15:48,440
And then if you can even increase that repeat purchase rate

397
00:15:48,440 --> 00:15:48,920
over time,

398
00:15:48,990 --> 00:15:52,240
then you have to do less work on the acquisition side,

399
00:15:52,630 --> 00:15:57,560
it's very valuable to pump up your retention and customer lifetime

400
00:15:57,560 --> 00:15:59,280
value as much as possible.

401
00:15:59,590 --> 00:16:01,920
Very, very valuable for any business.

402
00:16:02,110 --> 00:16:04,760
Yeah. And really that's the only way your business is gonna

403
00:16:04,760 --> 00:16:07,520
grow because just think like if you had to go,

404
00:16:07,580 --> 00:16:10,720
you wiped out all your customers and every single month you

405
00:16:10,720 --> 00:16:14,560
had to go find and have people transition into buying your

406
00:16:14,560 --> 00:16:17,000
product every single month and then at the end of the

407
00:16:17,000 --> 00:16:18,560
month you started again with a zero,

408
00:16:19,200 --> 00:16:21,640
you're spinning your wheels and you're never gonna get anywhere.

409
00:16:21,710 --> 00:16:23,840
Absolutely. And the cycle is vicious.

410
00:16:23,840 --> 00:16:24,360
It's like,

411
00:16:24,360 --> 00:16:27,160
you know in the beginning there's so much education and discovery

412
00:16:27,160 --> 00:16:30,000
that happens to get a customer to buy a first time,

413
00:16:30,000 --> 00:16:34,040
right? And so once they're there and they already have that

414
00:16:34,040 --> 00:16:36,800
education and they already have that knowledge of the brand,

415
00:16:36,800 --> 00:16:37,600
of the product,

416
00:16:37,650 --> 00:16:38,560
of the whatever,

417
00:16:38,590 --> 00:16:42,160
then you have them already and you can get them to

418
00:16:42,160 --> 00:16:42,880
buy again.

419
00:16:42,970 --> 00:16:47,080
There's three buckets really that I see e-comm businesses in and

420
00:16:47,080 --> 00:16:49,640
that would be the first bucket being acquisition.

421
00:16:49,640 --> 00:16:53,320
How are you acquiring and bringing in and finding new customers?

422
00:16:53,570 --> 00:16:55,520
So all these three buckets are important,

423
00:16:55,520 --> 00:16:59,000
right? But some of them weigh heavily than more than others.

424
00:16:59,000 --> 00:16:59,920
So acquisition,

425
00:16:59,990 --> 00:17:02,160
conversion, how are you getting them to buy?

426
00:17:02,160 --> 00:17:03,800
So once you've acquired the interest,

427
00:17:03,800 --> 00:17:05,960
once you've acquired the potential customers,

428
00:17:05,960 --> 00:17:07,280
how are you getting them to buy?

429
00:17:07,280 --> 00:17:08,520
Is it easy for them to buy?

430
00:17:08,650 --> 00:17:10,080
Is conversion seamless?

431
00:17:10,080 --> 00:17:12,720
Like is there a welcome discount you can give them?

432
00:17:12,720 --> 00:17:13,680
Like something like that.

433
00:17:13,680 --> 00:17:16,680
And then retention is how are you then once they convert,

434
00:17:16,680 --> 00:17:18,720
how are you retaining them as a customer?

435
00:17:18,940 --> 00:17:22,480
The idea is that if one of those buckets falls down

436
00:17:22,480 --> 00:17:23,600
at any point in time,

437
00:17:23,780 --> 00:17:26,280
the other buckets are there to support,

438
00:17:26,360 --> 00:17:31,160
right? So like recently people who were advertising on Facebook had

439
00:17:31,160 --> 00:17:34,800
a hard time with advertising and so their acquisition went down

440
00:17:34,800 --> 00:17:35,280
a little bit.

441
00:17:35,280 --> 00:17:38,600
Or maybe social media is hard or TikTok is not showing

442
00:17:38,600 --> 00:17:40,040
your videos for a week,

443
00:17:40,040 --> 00:17:40,440
you know,

444
00:17:40,640 --> 00:17:41,320
whatever it may be.

445
00:17:41,320 --> 00:17:43,600
At least you have those other buckets like up and running

446
00:17:43,600 --> 00:17:47,360
successfully in order to support and still be driving your sales.

447
00:17:48,120 --> 00:17:49,120
Okay, wonderful.

448
00:17:49,540 --> 00:17:53,160
And retention is really where I wanna focus right now.

449
00:17:53,500 --> 00:17:56,600
How does someone figure out what their retention rate is?

450
00:17:56,690 --> 00:17:58,840
Because if certainly it varies by product,

451
00:17:59,470 --> 00:18:01,920
I would be looking at it as a customer base.

452
00:18:01,970 --> 00:18:05,400
So if I don't know how different platforms work,

453
00:18:05,400 --> 00:18:08,840
like I know for sure Shopify will tell you your repeat

454
00:18:09,040 --> 00:18:09,360
purchase rate.

455
00:18:09,360 --> 00:18:12,080
So you can easily track that month over month what your

456
00:18:12,080 --> 00:18:13,400
repeat purchase rate is.

457
00:18:13,560 --> 00:18:16,840
40 to 60% is a good number to shoot for.

458
00:18:17,090 --> 00:18:18,320
On the other platforms,

459
00:18:18,320 --> 00:18:18,800
I would assume,

460
00:18:18,800 --> 00:18:20,240
like if someone's selling on Etsy,

461
00:18:20,240 --> 00:18:21,120
and I don't remember,

462
00:18:21,120 --> 00:18:23,000
it's been a while since I've been on there,

463
00:18:23,020 --> 00:18:25,480
but I would assume that they would also have insights on

464
00:18:25,480 --> 00:18:27,120
what the repeat purchase rate is.

465
00:18:27,260 --> 00:18:31,880
But we also use platform called Clavio for our email marketing.

466
00:18:32,060 --> 00:18:36,000
And that platform will allow you to like export your customer

467
00:18:36,070 --> 00:18:39,280
data and you can actually get like customer lifetime value,

468
00:18:39,280 --> 00:18:41,400
so the lifetime value of one customer.

469
00:18:41,660 --> 00:18:43,880
And then from there you wanna find like the average,

470
00:18:43,880 --> 00:18:46,480
what is your average customer lifetime value?

471
00:18:46,740 --> 00:18:49,640
And I would use those two numbers,

472
00:18:49,640 --> 00:18:52,800
your repeat purchase rate and your lifetime value as kind of

473
00:18:52,800 --> 00:18:56,880
like the north star numbers to follow and aim for for

474
00:18:56,880 --> 00:18:58,120
retention. All right,

475
00:18:58,120 --> 00:19:00,560
so I think the best way to approach this to help

476
00:19:00,560 --> 00:19:01,240
everybody is,

477
00:19:01,240 --> 00:19:03,320
let's pretend someone hasn't even done this,

478
00:19:03,320 --> 00:19:04,600
they're just starting fresh,

479
00:19:04,600 --> 00:19:06,200
they have a business up and running probably,

480
00:19:07,120 --> 00:19:10,600
but they've never really considered retention before.

481
00:19:10,600 --> 00:19:12,560
They might be doing emails already,

482
00:19:12,990 --> 00:19:16,360
I mean they're working their business but never with the mind

483
00:19:16,610 --> 00:19:20,680
of really focusing on someone who's already purchased and making sure

484
00:19:20,680 --> 00:19:21,600
that they come back.

485
00:19:22,010 --> 00:19:24,320
So where do you go with someone like that?

486
00:19:24,940 --> 00:19:27,040
One of the very first things that I like to do,

487
00:19:27,040 --> 00:19:29,760
especially if you have a good existing customer base,

488
00:19:29,920 --> 00:19:30,880
let's say it's even like,

489
00:19:30,880 --> 00:19:31,200
you know,

490
00:19:31,200 --> 00:19:32,120
50 customers,

491
00:19:32,120 --> 00:19:34,360
right? Any number is a good number to start.

492
00:19:34,390 --> 00:19:38,360
I love to survey the existing customers,

493
00:19:38,940 --> 00:19:42,040
get a survey out after someone has purchased,

494
00:19:42,140 --> 00:19:45,800
ask them why did they end up purchasing this product or

495
00:19:45,800 --> 00:19:46,640
from you,

496
00:19:46,640 --> 00:19:49,000
right? What made them finalize their decision?

497
00:19:49,300 --> 00:19:51,960
Why did they like the product or do they like the

498
00:19:51,960 --> 00:19:53,400
product? Like are they happy with it,

499
00:19:53,400 --> 00:19:54,840
right? Why do they like it?

500
00:19:54,840 --> 00:19:59,000
What problems does it solve and what else would they like

501
00:19:59,000 --> 00:20:00,080
to see from you?

502
00:20:00,080 --> 00:20:00,680
Like right,

503
00:20:00,680 --> 00:20:02,760
try to collect information because you know,

504
00:20:02,760 --> 00:20:05,480
we can sit here and talk about strategies and you can

505
00:20:05,480 --> 00:20:08,440
guess, but the best way is to go to the people

506
00:20:08,440 --> 00:20:10,640
who are actually buying and ask them.

507
00:20:11,530 --> 00:20:13,880
So that would be like step number one is like start

508
00:20:13,880 --> 00:20:14,920
collecting information.

509
00:20:15,070 --> 00:20:18,440
What Do you think about phone calls instead of a survey?

510
00:20:18,990 --> 00:20:20,680
I think if you have the time,

511
00:20:21,680 --> 00:20:24,400
if you have the time and the resources to do that,

512
00:20:24,670 --> 00:20:27,560
I just feel like you get so much more information and

513
00:20:27,560 --> 00:20:30,240
better information now not everyone's gonna wanna talk with you.

514
00:20:30,520 --> 00:20:31,120
I get that.

515
00:20:31,530 --> 00:20:34,920
Exactly. There's a lot of scams happening over the phones lately,

516
00:20:35,010 --> 00:20:37,160
so I think people are a little iffy.

517
00:20:37,160 --> 00:20:37,800
But yeah,

518
00:20:37,980 --> 00:20:40,360
any way that you can get directly to your customer.

519
00:20:40,810 --> 00:20:44,080
So we wanna do a survey or somehow get feedback on

520
00:20:44,080 --> 00:20:46,840
what motivated them to purchase and then what they liked about

521
00:20:46,840 --> 00:20:50,240
the, the product and potentially additional things they'd like to see,

522
00:20:50,240 --> 00:20:51,240
right? That kind of thing.

523
00:20:51,370 --> 00:20:55,440
Correct. And you could even throw some demographic questions in there,

524
00:20:55,440 --> 00:20:57,240
like what do you do on your spare time?

525
00:20:57,240 --> 00:20:58,320
Like what are your hobbies?

526
00:20:58,320 --> 00:21:01,160
Like then that will help you kind of get to know

527
00:21:01,160 --> 00:21:02,760
the customers a little bit more.

528
00:21:02,760 --> 00:21:06,480
You can then put that into like a word cloud and

529
00:21:06,480 --> 00:21:10,360
see like let's say you ask about occupation and the word

530
00:21:10,360 --> 00:21:12,120
nurse is like the biggest one,

531
00:21:12,120 --> 00:21:13,520
right? Then you know,

532
00:21:13,810 --> 00:21:16,960
if you're making products or you're thinking about launching new things

533
00:21:16,960 --> 00:21:20,400
like well I should make products that are targeted toward this

534
00:21:20,400 --> 00:21:21,680
subset or this interest,

535
00:21:21,680 --> 00:21:23,480
right? Yeah.

536
00:21:23,480 --> 00:21:27,120
So I think like data and having feedback is like one

537
00:21:27,120 --> 00:21:29,560
of the most valuable things that you can start with for

538
00:21:29,560 --> 00:21:30,480
sure. Okay,

539
00:21:30,480 --> 00:21:31,240
so we've done that.

540
00:21:31,370 --> 00:21:34,120
We have some information and I liked what you said,

541
00:21:34,140 --> 00:21:38,240
you don't have to have a huge customer base 2050,

542
00:21:38,430 --> 00:21:39,880
look, we start where we are,

543
00:21:39,880 --> 00:21:42,280
right? So whatever the number is,

544
00:21:42,280 --> 00:21:43,160
if it's two,

545
00:21:43,560 --> 00:21:43,960
you know,

546
00:21:44,440 --> 00:21:45,120
whatever it is,

547
00:21:45,350 --> 00:21:46,920
it's gonna build from there,

548
00:21:46,920 --> 00:21:48,080
right? Yes,

549
00:21:48,080 --> 00:21:49,560
correct. And there's no limit.

550
00:21:49,740 --> 00:21:52,400
The data is valuable whenever you collect it,

551
00:21:52,400 --> 00:21:54,760
whether it's one person or 50 people,

552
00:21:54,830 --> 00:21:58,080
it's still valuable feedback to have and to use in your

553
00:21:58,080 --> 00:21:59,720
marketing and in your retention efforts.

554
00:21:59,720 --> 00:22:00,960
So okay then what?

555
00:22:00,960 --> 00:22:02,040
So now we have information.

556
00:22:02,040 --> 00:22:04,720
Absolutely. So then I would spend some time like,

557
00:22:04,720 --> 00:22:05,000
you know,

558
00:22:05,000 --> 00:22:06,760
understanding like buying cycle,

559
00:22:06,760 --> 00:22:08,640
it's, it really depends on the product,

560
00:22:08,640 --> 00:22:12,080
right? Because you need to think about first like why are

561
00:22:12,080 --> 00:22:13,680
people buying your product mostly,

562
00:22:13,700 --> 00:22:16,400
are they buying it to solve a problem in their life?

563
00:22:16,400 --> 00:22:19,520
And this is what the survey will help you understand as

564
00:22:19,520 --> 00:22:22,240
well. But are they buying the product to help you like

565
00:22:22,240 --> 00:22:24,240
solve a problem in their life or are they buying the

566
00:22:24,240 --> 00:22:26,520
product more as like gifting for people?

567
00:22:27,030 --> 00:22:29,040
Yeah, so someone who,

568
00:22:29,040 --> 00:22:29,440
let's see,

569
00:22:29,440 --> 00:22:30,160
let's think about this.

570
00:22:30,170 --> 00:22:34,400
So someone who sells jewelry bags for travel,

571
00:22:34,860 --> 00:22:37,000
you don't need one of those every single month.

572
00:22:37,430 --> 00:22:38,520
Well exactly.

573
00:22:38,570 --> 00:22:40,760
Someone who sells lotions,

574
00:22:41,150 --> 00:22:43,960
your buying cycle is going to be more frequent.

575
00:22:43,970 --> 00:22:46,040
So you've gotta look at your products and I'm gonna guess

576
00:22:46,040 --> 00:22:46,680
that most people,

577
00:22:46,730 --> 00:22:49,240
if they really put some thought to it already have a

578
00:22:49,240 --> 00:22:49,880
lot of those answers.

579
00:22:49,880 --> 00:22:50,360
They know,

580
00:22:50,360 --> 00:22:53,480
they know how many people need or,

581
00:22:53,620 --> 00:22:56,120
and I've been thinking about this a lot lately Carrie,

582
00:22:56,570 --> 00:22:58,440
so I'm just gonna spit it out cuz it kind of

583
00:22:58,440 --> 00:23:03,240
applies here is I think we need to provide the reasons

584
00:23:03,240 --> 00:23:05,560
for people to buy that they might not have thought of

585
00:23:05,560 --> 00:23:07,760
before. Like go back to that jewelry holder,

586
00:23:07,920 --> 00:23:11,720
right? It might be great for you for travel,

587
00:23:11,940 --> 00:23:15,440
but it also could be a great gift for a friend

588
00:23:15,440 --> 00:23:16,840
of yours who's going away,

589
00:23:16,840 --> 00:23:17,360
you know,

590
00:23:17,360 --> 00:23:20,440
a special vacation or a hostess gift for someone who's coming

591
00:23:20,440 --> 00:23:21,840
and staying with you for a while.

592
00:23:22,290 --> 00:23:25,840
Exactly. Or you need one for every room Or you need

593
00:23:25,840 --> 00:23:26,320
one for like,

594
00:23:26,320 --> 00:23:27,240
I don't know what it would be,

595
00:23:27,340 --> 00:23:32,120
but think beyond the obvious reason for your product and why

596
00:23:32,120 --> 00:23:35,520
your customer might want to purchase it again for them,

597
00:23:35,520 --> 00:23:37,120
not for them for a different purpose,

598
00:23:37,700 --> 00:23:38,200
you know,

599
00:23:38,200 --> 00:23:38,920
all that type of Thing.

600
00:23:39,090 --> 00:23:41,840
Exactly. So it depends on the buying cycle for the product

601
00:23:41,840 --> 00:23:44,480
and it depends on why people are mainly buying the product.

602
00:23:44,480 --> 00:23:48,680
But after that I would be setting up like post-purchase email

603
00:23:48,740 --> 00:23:52,880
automations or sequences after the first purchase because you wanna make

604
00:23:52,880 --> 00:23:56,200
them feel like they're a part of your business and they're

605
00:23:56,200 --> 00:23:58,320
a part of what you've got involved in in your business,

606
00:23:58,320 --> 00:24:01,720
right? So like thanking them for purchasing after a certain number

607
00:24:01,720 --> 00:24:04,000
of days after you know they've gotten your product again,

608
00:24:04,000 --> 00:24:05,560
however long it takes to make the product,

609
00:24:05,560 --> 00:24:06,840
but after they've gotten the product,

610
00:24:06,840 --> 00:24:10,200
like asking them how it was asking for a review and

611
00:24:10,200 --> 00:24:11,240
then eventually,

612
00:24:11,240 --> 00:24:12,680
let's call it 30 days,

613
00:24:12,680 --> 00:24:13,400
60 days,

614
00:24:13,510 --> 00:24:17,520
your cross-selling or upselling something else,

615
00:24:17,520 --> 00:24:21,400
right? Let's say you have an additional product in your set

616
00:24:21,400 --> 00:24:24,320
that will be a nice compliment to the one they just

617
00:24:24,320 --> 00:24:26,640
bought. Cross sell something else like,

618
00:24:26,640 --> 00:24:27,800
hey, if you like this product,

619
00:24:27,800 --> 00:24:30,000
you'll definitely love this one and here's why.

620
00:24:30,210 --> 00:24:32,880
Or if you don't have something to cross sell and you're

621
00:24:32,880 --> 00:24:34,400
only selling one type of product,

622
00:24:34,510 --> 00:24:36,360
then here's why you should buy more.

623
00:24:36,360 --> 00:24:37,400
Your mom will love it,

624
00:24:37,400 --> 00:24:38,400
your sister will love it,

625
00:24:38,400 --> 00:24:39,800
your whoever will love it,

626
00:24:39,800 --> 00:24:40,800
your babysitter will love it.

627
00:24:40,800 --> 00:24:43,520
Everybody is gonna love this product and here's why and it's

628
00:24:43,520 --> 00:24:44,120
the perfect gift.

629
00:24:44,120 --> 00:24:45,920
So next time you're thinking of gifts,

630
00:24:45,990 --> 00:24:47,720
that's what you need to buy.

631
00:24:47,970 --> 00:24:51,080
So it all lies in the emails and reminding them to

632
00:24:51,080 --> 00:24:51,840
buy again.

633
00:24:52,030 --> 00:24:54,320
Okay, so I know people are asking this question,

634
00:24:55,080 --> 00:24:58,400
does that mean I have to track and send out individual

635
00:24:58,510 --> 00:25:02,200
emails based on the different products that my customers buy?

636
00:25:02,970 --> 00:25:05,520
No, you don't have to individually track it.

637
00:25:05,520 --> 00:25:09,280
There are systems and softwares that will do it automatically based

638
00:25:09,280 --> 00:25:11,120
off of like a trigger system.

639
00:25:11,120 --> 00:25:13,920
So like they would call a purchase a trigger and then

640
00:25:13,920 --> 00:25:15,320
once that trigger happens,

641
00:25:15,390 --> 00:25:17,680
then the email will automatically fire.

642
00:25:17,950 --> 00:25:19,800
What if you have different products?

643
00:25:19,800 --> 00:25:24,800
So someone buying jewelry might be different than someone buying socks,

644
00:25:25,120 --> 00:25:28,080
Right? It all depends on the platform that you're using,

645
00:25:28,080 --> 00:25:29,240
which is why I recommend,

646
00:25:29,240 --> 00:25:29,560
you know,

647
00:25:29,560 --> 00:25:33,240
if you wanna do a strong retention program for your business,

648
00:25:33,240 --> 00:25:37,960
you do need a strong email marketing platform because retention like

649
00:25:37,960 --> 00:25:41,000
the two channels that fall most heavily under retention are email

650
00:25:41,000 --> 00:25:41,560
and sms,

651
00:25:41,560 --> 00:25:44,040
Which is why your agency focus on those.

652
00:25:44,040 --> 00:25:44,400
On those.

653
00:25:45,110 --> 00:25:49,160
Yeah. It's the way that you can get into directly into

654
00:25:49,160 --> 00:25:51,000
your customer at you know,

655
00:25:51,000 --> 00:25:53,880
the most specific time of when you think they're gonna buy

656
00:25:53,880 --> 00:25:54,720
or buy again,

657
00:25:54,720 --> 00:25:58,400
right? It's the most direct route you have to your customer

658
00:25:58,570 --> 00:25:59,800
is email and sms.

659
00:26:00,010 --> 00:26:03,800
So I recommend to do a retention program in the most

660
00:26:03,800 --> 00:26:08,440
robust way possible to use a platform like a Clavio or

661
00:26:08,470 --> 00:26:12,080
some sort of email marketing platform that is strong that you

662
00:26:12,080 --> 00:26:14,440
would be able to set up these automations and to your

663
00:26:14,440 --> 00:26:15,800
point, yet it is a setup.

664
00:26:15,800 --> 00:26:17,520
In the beginning you would have to say,

665
00:26:17,520 --> 00:26:17,840
you know,

666
00:26:17,840 --> 00:26:22,280
bot product is jewelry collection and is socks collection,

667
00:26:22,280 --> 00:26:23,560
right? And it's like a tree.

668
00:26:23,740 --> 00:26:26,240
You would make these automations,

669
00:26:26,240 --> 00:26:27,120
there's Setup,

670
00:26:27,440 --> 00:26:28,680
but once it's set up,

671
00:26:28,710 --> 00:26:32,000
then it's automated from there It will automatically fire.

672
00:26:32,000 --> 00:26:32,920
Correct. Got It.

673
00:26:35,920 --> 00:26:39,600
We'll carry on with this conversation right after a quick break.

674
00:26:40,090 --> 00:26:41,600
As a handmade product maker,

675
00:26:42,060 --> 00:26:44,280
you create the most beautiful,

676
00:26:44,360 --> 00:26:47,400
delicious, and life-enhancing products.

677
00:26:48,140 --> 00:26:51,520
I'm so impressed with your talent and you always put a

678
00:26:51,520 --> 00:26:54,840
smile on my face when I see your newest creations.

679
00:26:55,540 --> 00:26:59,360
I'm always watching and I'm also always listening.

680
00:26:59,820 --> 00:27:03,120
Let me back up here for a second In our Facebook

681
00:27:03,120 --> 00:27:04,400
group, gift to Biz Breeze,

682
00:27:04,580 --> 00:27:06,160
you know this and have seen this.

683
00:27:06,160 --> 00:27:07,240
If you're already there,

684
00:27:08,110 --> 00:27:10,800
I asked what you need help with the most right now.

685
00:27:11,300 --> 00:27:13,560
And you totally surprised me.

686
00:27:14,170 --> 00:27:15,800
It wasn't email marketing,

687
00:27:15,890 --> 00:27:19,960
it wasn't doing video or any other number of topics that

688
00:27:19,960 --> 00:27:21,800
make up a solid growing business.

689
00:27:22,350 --> 00:27:27,320
Nope. What you overwhelmingly are asking for is help with social

690
00:27:27,320 --> 00:27:32,060
media posting because I was so surprised at your response I

691
00:27:32,060 --> 00:27:33,540
really needed to know more.

692
00:27:34,240 --> 00:27:37,130
That's when you told me that you're putting in the time

693
00:27:37,640 --> 00:27:39,210
you're posting frequently,

694
00:27:39,530 --> 00:27:44,450
maybe even every day and you're discouraged because you aren't seeing

695
00:27:44,750 --> 00:27:45,650
any of this.

696
00:27:45,840 --> 00:27:47,610
Move the needle for your sales.

697
00:27:48,800 --> 00:27:50,210
I hear your frustration.

698
00:27:50,520 --> 00:27:52,650
Some of you have even told me you're at the point

699
00:27:52,650 --> 00:27:56,370
of just throwing in the towel on social media altogether.

700
00:27:57,200 --> 00:27:58,930
Wait, please don't do that.

701
00:27:59,240 --> 00:28:00,250
Here's the thing,

702
00:28:00,780 --> 00:28:02,310
some adjustments are needed.

703
00:28:02,780 --> 00:28:05,150
That's all you see.

704
00:28:05,240 --> 00:28:10,190
Putting in more time posting in the same way isn't going

705
00:28:10,190 --> 00:28:13,990
to magically bring you the sales you need to change the

706
00:28:13,990 --> 00:28:16,590
way you're posting and what you're posting.

707
00:28:17,590 --> 00:28:19,330
You don't need to put in more work,

708
00:28:19,330 --> 00:28:23,090
you need to put in the right work and that's when

709
00:28:23,090 --> 00:28:24,210
things will change.

710
00:28:25,330 --> 00:28:28,840
So based on all your comments and my follow up conversations,

711
00:28:29,230 --> 00:28:30,880
I've created your solution.

712
00:28:31,590 --> 00:28:37,120
It's called Content for Makers and is specially created for handmade

713
00:28:37,120 --> 00:28:41,280
product makers like you because when you get your posting strategy

714
00:28:41,280 --> 00:28:42,520
and topics right,

715
00:28:42,790 --> 00:28:45,360
everything else falls into place.

716
00:28:46,250 --> 00:28:50,640
Content for Makers will enlighten you as to why your current

717
00:28:50,640 --> 00:28:53,880
social media activities aren't converting into sales.

718
00:28:54,480 --> 00:28:58,280
It'll also show you how to put in less time and

719
00:28:58,280 --> 00:29:02,120
start seeing activity that will lead to increased sales.

720
00:29:02,900 --> 00:29:06,550
Just imagine a day where you know exactly what to post

721
00:29:06,690 --> 00:29:08,950
and get it done in less than five minutes.

722
00:29:09,620 --> 00:29:11,870
Then you interact with potential clients,

723
00:29:12,340 --> 00:29:15,270
deepen relationships with those you already know.

724
00:29:15,890 --> 00:29:21,230
And all of this just continues to build upon itself naturally.

725
00:29:22,090 --> 00:29:23,950
Yes, this is possible.

726
00:29:24,730 --> 00:29:30,440
Content for Makers includes a step-by-step strategy to formulate your unique

727
00:29:30,440 --> 00:29:33,920
plan based on your business and your products.

728
00:29:34,350 --> 00:29:38,680
Then you'll get 375 social media prompts.

729
00:29:39,010 --> 00:29:44,840
So over a full year of ideas along with the 375

730
00:29:44,840 --> 00:29:51,320
prompts come 375 image suggestions so you're not left hanging on

731
00:29:51,320 --> 00:29:51,800
the creative.

732
00:29:52,600 --> 00:29:56,920
These prompts and image suggestions can be used for all platforms

733
00:29:56,920 --> 00:29:59,400
and all types of posting images,

734
00:29:59,790 --> 00:30:01,880
live streaming reels,

735
00:30:02,430 --> 00:30:04,080
even email topics.

736
00:30:04,820 --> 00:30:08,930
But that's not all posts aren't going to work if the

737
00:30:08,930 --> 00:30:10,450
right people aren't seeing them.

738
00:30:10,820 --> 00:30:14,450
So you'll also receive a video and worksheet on how to

739
00:30:14,450 --> 00:30:16,250
choose the right hashtags.

740
00:30:16,560 --> 00:30:19,810
This is the way to attract the right people who are

741
00:30:19,810 --> 00:30:22,330
most likely to become your customers.

742
00:30:23,240 --> 00:30:25,810
Most people are doing this all wrong.

743
00:30:26,820 --> 00:30:29,090
There's more to content for Makers too,

744
00:30:29,580 --> 00:30:31,010
to see all the details.

745
00:30:31,010 --> 00:30:35,730
Jump over to gift biz unwrapped.com/content

746
00:30:35,730 --> 00:30:36,290
for Makers.

747
00:30:36,950 --> 00:30:37,850
But honestly,

748
00:30:38,260 --> 00:30:41,850
at only $27 it's a no-brainer.

749
00:30:42,550 --> 00:30:45,530
Why carry on posting as you've been doing all along,

750
00:30:45,850 --> 00:30:47,610
expecting different results?

751
00:30:48,400 --> 00:30:52,050
Sign up for content for Makers now and see the transformation

752
00:30:52,100 --> 00:30:56,450
of your posting experience change right before your very eyes.

753
00:30:57,310 --> 00:31:00,640
Gift biz unwrap.com/content

754
00:31:00,640 --> 00:31:05,640
for makers ready and waiting for your instant access right now.

755
00:31:06,530 --> 00:31:07,080
Go ahead,

756
00:31:07,600 --> 00:31:11,000
pause this podcast for a second and come back right after

757
00:31:11,510 --> 00:31:12,640
it's that worth it.

758
00:31:13,310 --> 00:31:16,850
And so what do you think about bounce back coupons to

759
00:31:17,050 --> 00:31:18,610
initiate the second purchase?

760
00:31:19,240 --> 00:31:23,130
I wouldn't give it automatically right out of the gate because

761
00:31:23,130 --> 00:31:27,530
they've already bought once and especially if they already bought with

762
00:31:27,530 --> 00:31:28,050
a coupon,

763
00:31:28,050 --> 00:31:30,250
let's say the first time a lot of businesses will do

764
00:31:30,250 --> 00:31:31,250
a welcome coupon,

765
00:31:31,250 --> 00:31:32,130
right? Yes.

766
00:31:32,200 --> 00:31:33,210
A welcome offer.

767
00:31:33,240 --> 00:31:35,010
Even a popup on the website.

768
00:31:35,080 --> 00:31:37,410
Yeah. Some sort of a welcome offer.

769
00:31:37,410 --> 00:31:40,810
And so if then that person buys and if they use

770
00:31:40,810 --> 00:31:41,770
that welcome offer,

771
00:31:41,770 --> 00:31:42,970
that welcome coupon,

772
00:31:43,030 --> 00:31:46,690
you target them again the second time to buy again with

773
00:31:46,690 --> 00:31:47,490
another coupon,

774
00:31:47,510 --> 00:31:50,690
you are training them to only wait for discounts and sales

775
00:31:51,030 --> 00:31:52,490
And you're reducing your margin,

776
00:31:52,840 --> 00:31:57,050
You're reducing your margins and you're also instilling in them that

777
00:31:57,050 --> 00:31:59,010
your product isn't worth the full price value.

778
00:31:59,380 --> 00:32:00,530
Oh, Very good point.

779
00:32:00,880 --> 00:32:04,050
Yeah. So you'll almost never be able to sell at your

780
00:32:04,050 --> 00:32:06,770
full price value if you're only incentivizing with coupons.

781
00:32:07,020 --> 00:32:09,130
Do they work for quick hit sales?

782
00:32:09,240 --> 00:32:10,810
Absolutely they do.

783
00:32:10,830 --> 00:32:13,010
But if you're looking to build a brand,

784
00:32:13,240 --> 00:32:14,450
a long-term business,

785
00:32:14,480 --> 00:32:17,490
good healthy margins where you don't always have to discount,

786
00:32:17,550 --> 00:32:20,930
you need to give people the opportunity to buy without a

787
00:32:21,090 --> 00:32:21,490
discount first.

788
00:32:21,490 --> 00:32:22,250
So to your point,

789
00:32:22,250 --> 00:32:26,010
would I hit them immediately with a discount right after they

790
00:32:26,010 --> 00:32:26,890
purchased to buy again?

791
00:32:27,100 --> 00:32:31,130
No, I'd remind them two or three times and then at

792
00:32:31,130 --> 00:32:31,410
the point,

793
00:32:31,410 --> 00:32:34,570
let's say it's like six months or nine months and they

794
00:32:34,570 --> 00:32:35,610
haven't purchased again,

795
00:32:35,760 --> 00:32:38,370
then I might try to target them with a win back

796
00:32:38,370 --> 00:32:39,680
or bounce back coupon.

797
00:32:39,680 --> 00:32:40,960
Yeah, I'm just asking.

798
00:32:41,020 --> 00:32:44,000
You know with the holidays that just passed,

799
00:32:44,190 --> 00:32:46,920
I did place a lot of orders and this may be

800
00:32:47,560 --> 00:32:48,440
specific to Etsy.

801
00:32:48,440 --> 00:32:49,440
Yeah. Black Friday,

802
00:32:50,250 --> 00:32:54,560
No, but I'm thinking of the Etsy products that I got

803
00:32:54,890 --> 00:32:56,000
as holiday gifts.

804
00:32:56,050 --> 00:32:57,120
We just got a new puppy,

805
00:32:57,450 --> 00:33:01,000
so we're really big into dog bandanas these days and I

806
00:33:01,000 --> 00:33:02,360
have a family full of dogs.

807
00:33:02,390 --> 00:33:04,280
Yeah. But many people,

808
00:33:04,990 --> 00:33:06,520
Etsy sellers,

809
00:33:06,790 --> 00:33:09,480
this will be good to talk about the difference between what

810
00:33:09,480 --> 00:33:12,160
you can do on Etsy versus like a website that you

811
00:33:12,160 --> 00:33:15,160
own. But many of them will give me when the product

812
00:33:15,160 --> 00:33:18,400
is delivered a discount on my next purchase.

813
00:33:19,280 --> 00:33:20,160
Like right away.

814
00:33:20,390 --> 00:33:24,680
Yeah. And you're suggesting maybe not the best idea cuz you're

815
00:33:24,680 --> 00:33:25,360
conditioning them.

816
00:33:25,550 --> 00:33:28,640
Yeah, it's not a good idea from a brand standpoint because

817
00:33:28,640 --> 00:33:29,040
I mean,

818
00:33:29,040 --> 00:33:33,080
being the director of marketing for a 25 million brand,

819
00:33:33,080 --> 00:33:37,000
what I saw was that brand was using coupons and discounts

820
00:33:37,000 --> 00:33:39,160
to get sales.

821
00:33:39,230 --> 00:33:43,600
Eventually they couldn't sell their products at full price anymore because

822
00:33:43,600 --> 00:33:46,600
people were only buying when they were incentivized to buy,

823
00:33:46,600 --> 00:33:47,280
they Were waiting.

824
00:33:47,290 --> 00:33:50,160
Yeah. So when you're small and you're a small business and

825
00:33:50,160 --> 00:33:51,720
those quick hit sales and those,

826
00:33:51,720 --> 00:33:52,120
you know,

827
00:33:52,120 --> 00:33:53,000
the daily sales,

828
00:33:53,000 --> 00:33:53,920
they always matter.

829
00:33:53,920 --> 00:33:54,360
But Right.

830
00:33:54,360 --> 00:33:54,880
But it really,

831
00:33:54,950 --> 00:33:57,360
it's very impactful and a smaller scale.

832
00:33:57,370 --> 00:33:59,480
It is a good way to get a quick hit sale.

833
00:33:59,480 --> 00:34:03,120
But what you are training the customer is just that my

834
00:34:03,120 --> 00:34:05,000
products are only worth it if you buy a discount,

835
00:34:06,020 --> 00:34:09,040
let them come back and pay full price.

836
00:34:09,140 --> 00:34:09,640
You know,

837
00:34:09,640 --> 00:34:13,520
and don't reduce your margins every time unless you have enough

838
00:34:13,520 --> 00:34:15,640
margins baked in that you can afford a discount.

839
00:34:15,640 --> 00:34:18,890
Everything. I'm kind of thinking of a couple of brands right

840
00:34:18,890 --> 00:34:20,690
now. Apple Bean one,

841
00:34:21,680 --> 00:34:23,690
Brighton Jewelry is another.

842
00:34:23,880 --> 00:34:27,850
They never discount what Brighton does from time to time at

843
00:34:27,850 --> 00:34:28,410
the store level.

844
00:34:28,430 --> 00:34:29,570
But most of the time,

845
00:34:29,620 --> 00:34:30,890
no. And so,

846
00:34:30,890 --> 00:34:31,490
you know,

847
00:34:31,580 --> 00:34:34,250
if you want either of those products and I know there's

848
00:34:34,250 --> 00:34:35,730
more, you might even be able to add to my list

849
00:34:35,730 --> 00:34:36,410
Carrie, but yeah,

850
00:34:36,410 --> 00:34:40,650
you are conditioned that don't wait around because you're not gonna

851
00:34:40,650 --> 00:34:40,970
get a,

852
00:34:40,970 --> 00:34:41,250
you know,

853
00:34:41,250 --> 00:34:42,010
if you want this product,

854
00:34:42,010 --> 00:34:44,570
you're gonna pay full price and it's worth it period.

855
00:34:44,840 --> 00:34:47,610
Yeah, and I'm not saying to never use discounts,

856
00:34:47,610 --> 00:34:51,170
I'm just saying strategically like don't give it all away all

857
00:34:51,170 --> 00:34:51,570
the time.

858
00:34:51,570 --> 00:34:52,690
Right, right.

859
00:34:52,690 --> 00:34:54,130
Like they just bought,

860
00:34:54,130 --> 00:34:55,370
they became a customer.

861
00:34:55,560 --> 00:34:58,810
Give them time to like absorb and love the product and

862
00:34:58,810 --> 00:35:00,850
give them more reasons to love the product.

863
00:35:00,850 --> 00:35:02,370
Remind them to buy again.

864
00:35:02,370 --> 00:35:06,170
Because mostly people are thinking I have to give a discount

865
00:35:06,170 --> 00:35:08,010
in order for someone to buy again.

866
00:35:08,080 --> 00:35:11,090
When in reality all they might need is a reminder or

867
00:35:11,090 --> 00:35:11,810
an inspiration.

868
00:35:11,810 --> 00:35:13,970
Like, hey Valentine's Day is coming up,

869
00:35:13,970 --> 00:35:14,770
did you get a gift?

870
00:35:14,770 --> 00:35:16,570
Like if you love your ex product,

871
00:35:16,570 --> 00:35:18,850
you'll probably love to gift it to somebody else.

872
00:35:19,000 --> 00:35:22,810
Yeah. So when all they need is a reminder and you've

873
00:35:22,810 --> 00:35:23,530
just, you know,

874
00:35:23,530 --> 00:35:28,050
saved yourself however many dollars in margins by not discounting.

875
00:35:28,130 --> 00:35:29,210
Right. Okay.

876
00:35:29,380 --> 00:35:33,250
So we talked to was referencing just briefly and having an

877
00:35:33,250 --> 00:35:36,010
Etsy shop versus having your own e-commerce site.

878
00:35:36,370 --> 00:35:38,720
Do you wanna speak to that just so that we're all

879
00:35:38,920 --> 00:35:40,320
together on the differences there?

880
00:35:40,470 --> 00:35:41,560
Yeah, absolutely.

881
00:35:41,560 --> 00:35:43,000
I mean it's pretty simple.

882
00:35:43,000 --> 00:35:45,640
Very similar to like if you're selling on Amazon,

883
00:35:45,640 --> 00:35:46,880
if you're selling on Etsy,

884
00:35:47,190 --> 00:35:52,560
Etsy and Amazon own those customers and they are their customers

885
00:35:52,560 --> 00:35:53,040
very similar.

886
00:35:53,050 --> 00:35:55,960
If you have a Facebook page or an Instagram page,

887
00:35:56,360 --> 00:35:58,480
Facebook and Instagram own your followers.

888
00:35:58,930 --> 00:36:00,360
If they go down,

889
00:36:00,430 --> 00:36:01,480
your followers,

890
00:36:01,480 --> 00:36:03,240
your customers go with them.

891
00:36:03,420 --> 00:36:06,920
You don't actually own that customer base when you start a

892
00:36:06,920 --> 00:36:07,760
Shopify store,

893
00:36:07,760 --> 00:36:11,840
you are actually starting your own owned like website that you

894
00:36:11,840 --> 00:36:14,840
are in control of and you're building your own customer base.

895
00:36:14,910 --> 00:36:18,920
Then those are people that have opted into your emails or

896
00:36:18,920 --> 00:36:20,680
they have bought your products.

897
00:36:20,680 --> 00:36:24,080
That's your customer list that you own and can market to

898
00:36:24,080 --> 00:36:27,440
forever despite what happens with any of the other platforms.

899
00:36:27,440 --> 00:36:28,480
Right, Right.

900
00:36:28,620 --> 00:36:29,200
For me,

901
00:36:29,200 --> 00:36:32,600
the biggest difference and for me why having an owned channel

902
00:36:32,730 --> 00:36:34,000
is really important.

903
00:36:34,110 --> 00:36:37,280
Yeah. And for anyone who's listening who's like freaking out right

904
00:36:37,280 --> 00:36:39,680
now cuz they have a neti shop and you haven't listened

905
00:36:39,680 --> 00:36:40,640
to some of the other shows,

906
00:36:40,640 --> 00:36:43,040
there is nothing wrong with having a Neti shop and then

907
00:36:43,110 --> 00:36:47,720
also a Shopify store because those are different audiences.

908
00:36:47,870 --> 00:36:52,280
Etsy works and transitions totally different than you would with your

909
00:36:52,280 --> 00:36:55,240
own. So you can also have the best of both worlds

910
00:36:55,290 --> 00:36:56,040
if you will.

911
00:36:56,220 --> 00:36:59,560
But what we're focusing on where you can really control Carrie

912
00:36:59,560 --> 00:37:02,520
and what you work with is when you own the list

913
00:37:03,040 --> 00:37:06,560
so that you can either send emails or SMS messages.

914
00:37:06,760 --> 00:37:08,480
Right? That's correct.

915
00:37:08,480 --> 00:37:10,400
Yeah. And that would be the gold standard.

916
00:37:10,400 --> 00:37:11,160
That's the best.

917
00:37:11,230 --> 00:37:13,360
I mean you are in control then and you own it.

918
00:37:13,360 --> 00:37:14,520
It's an asset of your business,

919
00:37:14,520 --> 00:37:15,600
your customer list.

920
00:37:15,810 --> 00:37:16,800
Exactly. Yeah.

921
00:37:16,800 --> 00:37:19,080
And like let's say Etsy and Amazon,

922
00:37:19,080 --> 00:37:23,040
they both have very good benefits to them being on their

923
00:37:23,320 --> 00:37:27,360
platforms. You get a method of acquiring new customers that you

924
00:37:27,360 --> 00:37:29,320
don't necessarily have to like pay for,

925
00:37:29,320 --> 00:37:31,160
right? You don't have to advertise if I'm,

926
00:37:31,160 --> 00:37:32,120
it's a search engine.

927
00:37:32,120 --> 00:37:33,560
So if I search for something,

928
00:37:33,560 --> 00:37:36,680
your product might come up and you would acquire new customer

929
00:37:36,680 --> 00:37:39,880
easily then you would if you were just trying to acquire

930
00:37:39,880 --> 00:37:41,800
new customers on your own Shopify store.

931
00:37:42,100 --> 00:37:45,400
But, and the platforms wouldn't like you doing this,

932
00:37:45,400 --> 00:37:46,920
but I would be trying to,

933
00:37:46,920 --> 00:37:48,440
if you do sell on Etsy,

934
00:37:48,610 --> 00:37:51,840
at least like sending a QR code in your orders and

935
00:37:51,840 --> 00:37:53,720
try and get them to sign up for your email list

936
00:37:53,720 --> 00:37:55,920
on a separate platform at least then.

937
00:37:55,920 --> 00:37:58,360
So you have those people who are signed up and you

938
00:37:58,640 --> 00:38:00,600
can market to and that's your own list.

939
00:38:01,400 --> 00:38:02,440
Perfect. Okay.

940
00:38:02,440 --> 00:38:03,080
Alright, good.

941
00:38:03,180 --> 00:38:05,000
Can we talk about email again?

942
00:38:05,430 --> 00:38:07,480
I think for the time that we have allotted,

943
00:38:07,480 --> 00:38:10,840
let's talk about email cuz that's most relevant to the most

944
00:38:10,840 --> 00:38:12,040
people who are listening.

945
00:38:12,360 --> 00:38:13,320
S m s a whole nother topic.

946
00:38:13,320 --> 00:38:15,400
We might have to have y again about talk about s

947
00:38:15,480 --> 00:38:15,680
m s,

948
00:38:15,680 --> 00:38:17,760
but as a small brand,

949
00:38:18,100 --> 00:38:21,320
you know when I go into my Gmail and I look

950
00:38:21,320 --> 00:38:23,960
in my promotion folder and I look at all of the

951
00:38:23,960 --> 00:38:26,520
people who land there cuz they're people that I follow and

952
00:38:26,520 --> 00:38:27,480
companies I like,

953
00:38:28,040 --> 00:38:32,000
but the big brand pretty much always they're just selling me

954
00:38:32,000 --> 00:38:32,400
their product.

955
00:38:33,210 --> 00:38:36,760
Is that the right type of of content for our emails

956
00:38:36,760 --> 00:38:37,720
as a small business,

957
00:38:38,260 --> 00:38:39,800
For any size business,

958
00:38:39,950 --> 00:38:44,640
I have like five content pillars for email that we follow.

959
00:38:44,860 --> 00:38:46,520
And they would be the following,

960
00:38:46,520 --> 00:38:48,280
like you have a launch email.

961
00:38:48,280 --> 00:38:49,760
So if you're launching a new product,

962
00:38:49,760 --> 00:38:52,040
telling them that something new is occurring,

963
00:38:52,040 --> 00:38:52,560
new product,

964
00:38:52,560 --> 00:38:53,640
new collection,

965
00:38:54,030 --> 00:38:56,920
a promotional email where you're giving them a promotion,

966
00:38:56,920 --> 00:38:57,560
a discount,

967
00:38:57,560 --> 00:38:58,760
maybe it's a holiday sale,

968
00:38:58,760 --> 00:38:59,960
maybe it's a Black Friday sale,

969
00:38:59,960 --> 00:39:00,840
maybe it's you know,

970
00:39:01,200 --> 00:39:02,640
specific collection is on sale,

971
00:39:02,640 --> 00:39:04,040
free shipping this weekend only.

972
00:39:04,040 --> 00:39:05,160
Those types of things.

973
00:39:05,270 --> 00:39:10,560
Then there's educational emails which are educating the customer about the

974
00:39:10,560 --> 00:39:11,600
product, the business,

975
00:39:12,080 --> 00:39:17,600
anything. And then we have community based emails which are really

976
00:39:17,600 --> 00:39:23,800
pushing the community user generated content aspect of those emails.

977
00:39:24,090 --> 00:39:27,640
So you're highlighting other customers type thing or?

978
00:39:27,900 --> 00:39:29,000
Yep. Okay.

979
00:39:29,220 --> 00:39:31,120
And then you have product focus emails.

980
00:39:31,120 --> 00:39:34,920
So where you're really like deep diving on each individual product,

981
00:39:34,920 --> 00:39:35,880
like all about it.

982
00:39:35,880 --> 00:39:38,560
So those would be what I would consider like our five

983
00:39:38,560 --> 00:39:40,080
content pillars for email.

984
00:39:40,200 --> 00:39:44,280
Where I think we focus and where smaller businesses should focus

985
00:39:44,350 --> 00:39:47,600
most on is educational for sure,

986
00:39:47,600 --> 00:39:48,920
educational emails,

987
00:39:48,920 --> 00:39:51,720
community, U G C and product focus.

988
00:39:51,720 --> 00:39:52,520
And here's why.

989
00:39:52,520 --> 00:39:56,760
Educational emails we love to do like us versus them or

990
00:39:56,760 --> 00:39:58,080
why you should buy,

991
00:39:58,080 --> 00:39:58,600
you know,

992
00:39:58,600 --> 00:40:01,560
from a small handmade business rather than a large company,

993
00:40:01,560 --> 00:40:03,880
right? That's a type of educational email.

994
00:40:04,040 --> 00:40:07,520
Educating them about what you use to make your products,

995
00:40:07,520 --> 00:40:08,880
how you make your products,

996
00:40:08,880 --> 00:40:12,080
right. If you think price is a deterring factor for people

997
00:40:12,080 --> 00:40:12,640
to buy,

998
00:40:12,790 --> 00:40:15,200
show them how you make the product and the love that

999
00:40:15,200 --> 00:40:18,000
goes into it and how high quality handmade it is and

1000
00:40:18,000 --> 00:40:18,640
all these things,

1001
00:40:18,640 --> 00:40:21,240
right? So educational about the product,

1002
00:40:21,240 --> 00:40:21,800
the brand,

1003
00:40:21,800 --> 00:40:23,200
the business community,

1004
00:40:23,200 --> 00:40:25,960
and U G C because people love to see a social

1005
00:40:25,960 --> 00:40:26,600
proof, right?

1006
00:40:26,600 --> 00:40:29,040
So you always wanna try to be like having people tag

1007
00:40:29,040 --> 00:40:31,160
you on Instagram or send you photos.

1008
00:40:31,230 --> 00:40:32,920
When I did my Etsy shop,

1009
00:40:32,990 --> 00:40:36,600
I always ask for people to send me photos of their

1010
00:40:36,600 --> 00:40:39,480
items cuz my products were used a lot for weddings.

1011
00:40:39,770 --> 00:40:42,880
So I was getting back like images of my cake toppers

1012
00:40:42,880 --> 00:40:46,760
on wedding cakes and images of like my signs at the

1013
00:40:46,760 --> 00:40:48,920
weddings. And then what I was able to do is like

1014
00:40:48,920 --> 00:40:52,680
curate that into like wedding inspo from my shop.

1015
00:40:52,860 --> 00:40:54,960
And so I would put together all these,

1016
00:40:54,960 --> 00:40:57,520
it's the same thing as people going on Pinterest and seeing

1017
00:40:57,520 --> 00:40:59,280
other people's photos or on Instagram,

1018
00:40:59,280 --> 00:41:00,760
right? So same thing,

1019
00:41:01,070 --> 00:41:03,800
also a good thing to put in community or U G

1020
00:41:03,800 --> 00:41:04,720
C is reviews,

1021
00:41:05,160 --> 00:41:05,920
customer reviews,

1022
00:41:06,110 --> 00:41:10,520
what has someone said wonderful about your brand or your product?

1023
00:41:10,940 --> 00:41:12,040
And then product focus,

1024
00:41:12,040 --> 00:41:13,680
just like deep diving into the product,

1025
00:41:13,680 --> 00:41:14,560
like why they need it,

1026
00:41:14,560 --> 00:41:15,840
what problems does it solve?

1027
00:41:15,840 --> 00:41:18,120
Like how many colors does it come in?

1028
00:41:18,120 --> 00:41:18,480
Does it,

1029
00:41:18,480 --> 00:41:19,800
is the size a factor?

1030
00:41:19,800 --> 00:41:21,160
Like all these things.

1031
00:41:21,570 --> 00:41:23,000
So those are where I would focus,

1032
00:41:23,000 --> 00:41:23,480
you know,

1033
00:41:23,480 --> 00:41:25,520
for a smaller business on email.

1034
00:41:25,750 --> 00:41:26,440
Yeah, no,

1035
00:41:26,440 --> 00:41:26,920
that makes sense.

1036
00:41:26,920 --> 00:41:28,400
Versus just always selling,

1037
00:41:28,400 --> 00:41:28,920
you know,

1038
00:41:28,920 --> 00:41:31,400
I see a lot of product emails that come in that

1039
00:41:31,400 --> 00:41:31,840
are only,

1040
00:41:31,840 --> 00:41:32,600
here's the product,

1041
00:41:32,600 --> 00:41:34,960
here's the price buy now.

1042
00:41:35,380 --> 00:41:39,320
And what you've just outlined with these five different categories is

1043
00:41:39,320 --> 00:41:42,760
giving your potential customer or existing customers,

1044
00:41:42,760 --> 00:41:45,080
cuz you can collect emails from prospects also,

1045
00:41:45,080 --> 00:41:48,560
right? But a much richer understanding of what your business is

1046
00:41:48,560 --> 00:41:50,720
all about and why the product would be a good fit

1047
00:41:50,720 --> 00:41:51,080
for them.

1048
00:41:51,420 --> 00:41:55,680
And then reminders of why they should continue to buy from

1049
00:41:55,680 --> 00:41:57,120
you versus just the selling.

1050
00:41:57,140 --> 00:41:59,960
And I know big brands don't do that all the time,

1051
00:42:00,020 --> 00:42:03,560
but they also have huge budgets to do the brand.

1052
00:42:03,670 --> 00:42:04,760
They don't need to,

1053
00:42:04,760 --> 00:42:05,520
that's the problem.

1054
00:42:06,450 --> 00:42:10,080
Exactly. So it's very different for small businesses than larger brands

1055
00:42:10,130 --> 00:42:10,880
by strategy.

1056
00:42:10,880 --> 00:42:11,880
Right? Yeah.

1057
00:42:11,910 --> 00:42:13,600
I mean to your point earlier,

1058
00:42:13,600 --> 00:42:16,800
like Apple can literally just say the iPhone 14 is here,

1059
00:42:16,800 --> 00:42:17,280
buy it,

1060
00:42:17,280 --> 00:42:19,400
it's this price and it's in these colors.

1061
00:42:19,660 --> 00:42:23,360
But Apple has such a big recognition and such a big,

1062
00:42:23,360 --> 00:42:23,760
you know,

1063
00:42:23,760 --> 00:42:26,840
they're a proven business that everybody wants to buy from and

1064
00:42:26,840 --> 00:42:28,080
feels comfortable buying from.

1065
00:42:28,080 --> 00:42:31,760
Right? So smaller businesses have to work harder for that sale

1066
00:42:31,780 --> 00:42:34,880
and for that retention And in a different way,

1067
00:42:34,880 --> 00:42:35,800
just like you described,

1068
00:42:35,950 --> 00:42:37,520
much more personal actually.

1069
00:42:37,710 --> 00:42:38,720
Yeah. Yeah.

1070
00:42:39,230 --> 00:42:41,400
When someone comes to work with you,

1071
00:42:41,710 --> 00:42:44,880
what would be a couple of the biggest mistakes that you're

1072
00:42:44,880 --> 00:42:46,600
seeing that you need to correct for them?

1073
00:42:47,320 --> 00:42:52,080
Hmm. I think mainly they're not sending enough emails or they

1074
00:42:52,080 --> 00:42:55,520
don't have control of their campaign calendar on their own.

1075
00:42:55,890 --> 00:42:59,000
So just a very brief aside about email marketing,

1076
00:42:59,000 --> 00:43:02,360
there's like campaigns that you send on a one-off basis.

1077
00:43:02,400 --> 00:43:04,480
Those are things like Black Friday sale,

1078
00:43:04,480 --> 00:43:07,000
the educational campaigns that I was just describing,

1079
00:43:07,000 --> 00:43:08,480
product focus campaigns,

1080
00:43:08,480 --> 00:43:08,760
et cetera.

1081
00:43:09,010 --> 00:43:12,440
One-off. And then there's automations that you set up based on

1082
00:43:12,440 --> 00:43:14,120
actions that people are taking.

1083
00:43:14,330 --> 00:43:16,120
So if someone joins your email list,

1084
00:43:16,120 --> 00:43:17,480
if someone makes a purchase,

1085
00:43:17,480 --> 00:43:21,120
if someone puts something in their cart but doesn't check out,

1086
00:43:21,120 --> 00:43:23,160
right? Those are automations.

1087
00:43:23,850 --> 00:43:27,880
So I'll say they don't have the campaign side of things

1088
00:43:27,880 --> 00:43:31,520
down. For most businesses I recommend at least four campaigns a

1089
00:43:31,520 --> 00:43:35,160
month. But for bigger brands or brands that have a lot

1090
00:43:35,160 --> 00:43:37,120
of products and skews and customers,

1091
00:43:37,120 --> 00:43:41,120
I recommend up to 14 email campaigns per month.

1092
00:43:41,260 --> 00:43:44,000
And if you look at a brand like Fashion over a

1093
00:43:44,000 --> 00:43:45,080
Nike or Sephora,

1094
00:43:45,080 --> 00:43:48,280
they sending emails every day or like two to three emails

1095
00:43:48,280 --> 00:43:48,600
a day,

1096
00:43:48,600 --> 00:43:50,160
sometimes during the busy period.

1097
00:43:50,410 --> 00:43:51,640
So for a small business,

1098
00:43:51,640 --> 00:43:52,640
aim for like one a week,

1099
00:43:53,350 --> 00:43:53,960
a campaign,

1100
00:43:53,960 --> 00:43:54,840
one a week.

1101
00:43:54,850 --> 00:43:56,160
So that's like the biggest thing.

1102
00:43:56,340 --> 00:43:59,040
You need to be sending campaigns on a regular basis.

1103
00:43:59,430 --> 00:44:00,600
Yeah. One a week.

1104
00:44:00,600 --> 00:44:05,080
And also with those other automated campaigns triggering when it's appropriate

1105
00:44:05,170 --> 00:44:06,040
by customer.

1106
00:44:06,040 --> 00:44:07,440
Right? Correct.

1107
00:44:07,440 --> 00:44:08,680
Like I said earlier,

1108
00:44:08,680 --> 00:44:10,520
I think a lot of people will say,

1109
00:44:10,520 --> 00:44:13,200
yeah, I'm doing email and they send out one little email

1110
00:44:13,200 --> 00:44:15,280
of a picture of a product and a price,

1111
00:44:15,840 --> 00:44:17,880
maybe some other content in there,

1112
00:44:17,880 --> 00:44:18,280
you know,

1113
00:44:18,280 --> 00:44:20,840
come see me at certain show and that's it.

1114
00:44:21,410 --> 00:44:24,960
So you're saying frequency and then also as you were talking

1115
00:44:24,960 --> 00:44:26,720
about the different topics for emails,

1116
00:44:26,720 --> 00:44:27,160
you know,

1117
00:44:27,160 --> 00:44:28,880
vary it up and have a plan.

1118
00:44:28,880 --> 00:44:31,240
You're saying people really aren't in control of their calendar,

1119
00:44:31,240 --> 00:44:32,040
they're just saying,

1120
00:44:32,040 --> 00:44:34,000
oh, I have to do an email and then just throwing

1121
00:44:34,000 --> 00:44:35,480
something together and sending it out.

1122
00:44:35,570 --> 00:44:36,560
Correct. Yeah,

1123
00:44:36,560 --> 00:44:39,040
they'll go in their inbox and they'll see someone has sent

1124
00:44:39,040 --> 00:44:39,560
them like,

1125
00:44:39,560 --> 00:44:43,240
oh, order today for delivery by Christmas for an example.

1126
00:44:43,240 --> 00:44:43,800
They're like,

1127
00:44:43,800 --> 00:44:45,040
I have to do an email about that.

1128
00:44:45,040 --> 00:44:46,520
Right? So that's an example.

1129
00:44:46,550 --> 00:44:49,840
Just not planning ahead and thinking about,

1130
00:44:49,840 --> 00:44:52,800
again, thinking about the mind of your customer,

1131
00:44:52,840 --> 00:44:54,440
where they're at in life,

1132
00:44:54,440 --> 00:44:55,880
what might they be thinking?

1133
00:44:56,010 --> 00:44:58,400
So trying to plan for that and plan ahead.

1134
00:44:58,590 --> 00:44:59,800
Having a strategy,

1135
00:44:59,950 --> 00:45:02,360
it's so much calmer when you actually do have a plan,

1136
00:45:02,360 --> 00:45:04,640
right? You know what you're gonna put out.

1137
00:45:04,820 --> 00:45:06,600
You might have to still fill in the content,

1138
00:45:06,600 --> 00:45:07,920
but you already know the topic.

1139
00:45:08,390 --> 00:45:09,640
This brings up another question,

1140
00:45:09,640 --> 00:45:13,440
how do you feel about being consistent with the day and

1141
00:45:13,440 --> 00:45:14,960
the time that you send those emails?

1142
00:45:15,880 --> 00:45:17,160
I don't think that's as important.

1143
00:45:17,660 --> 00:45:21,320
You wanna test different times and days anyway to see,

1144
00:45:21,410 --> 00:45:24,280
there's a lot of email gurus who will tell you to

1145
00:45:24,280 --> 00:45:26,760
send in the morning to send your email campaigns in the

1146
00:45:26,760 --> 00:45:29,200
morning, but actually we've tested multiple,

1147
00:45:29,520 --> 00:45:31,960
multiple times in the best time to send an email for

1148
00:45:31,960 --> 00:45:34,320
us and our clients is at seven,

1149
00:45:34,320 --> 00:45:37,320
eight or 9:00 PM at night when they're sitting at home

1150
00:45:37,320 --> 00:45:37,600
doing nothing,

1151
00:45:38,000 --> 00:45:38,640
watching Netflix,

1152
00:45:38,640 --> 00:45:40,360
like they're off work,

1153
00:45:40,360 --> 00:45:41,680
they need to decompress,

1154
00:45:41,680 --> 00:45:44,920
maybe they wanna relieve their stress by doing some shopping.

1155
00:45:45,100 --> 00:45:48,640
And you look at your sales and most businesses will see

1156
00:45:48,640 --> 00:45:50,720
that their sales spike in the evening and that they're not

1157
00:45:51,040 --> 00:45:51,880
so high in the morning.

1158
00:45:52,370 --> 00:45:55,120
So why would anyone think that sending an email in the

1159
00:45:55,120 --> 00:45:56,840
morning is gonna make them buy,

1160
00:45:56,840 --> 00:45:57,680
they're busy,

1161
00:45:57,680 --> 00:45:58,680
they're going to work,

1162
00:45:58,680 --> 00:46:00,800
they're getting their kids ready for school,

1163
00:46:00,800 --> 00:46:01,240
you know,

1164
00:46:01,560 --> 00:46:02,160
whatever. Hmm.

1165
00:46:02,170 --> 00:46:06,600
So test days and times also like Friday at 7:00 PM

1166
00:46:06,760 --> 00:46:07,640
they're probably at dinner.

1167
00:46:07,640 --> 00:46:10,160
So like that's probably not the best day and time for

1168
00:46:10,160 --> 00:46:11,000
an email.

1169
00:46:11,000 --> 00:46:14,400
So testing days and times is very important.

1170
00:46:14,400 --> 00:46:16,200
I wouldn't worry about the consistency,

1171
00:46:16,200 --> 00:46:18,680
like you don't have to send an email every Monday at

1172
00:46:18,890 --> 00:46:22,920
3:00 PM because you might have one loyal customer who's really

1173
00:46:22,920 --> 00:46:24,040
waiting for your email at that time,

1174
00:46:24,040 --> 00:46:26,880
but people forget they have lives and you're one of many

1175
00:46:27,120 --> 00:46:28,160
businesses that they buy from.

1176
00:46:28,260 --> 00:46:29,040
And it also,

1177
00:46:29,040 --> 00:46:29,320
of course,

1178
00:46:29,320 --> 00:46:31,080
depends on your customer base.

1179
00:46:31,310 --> 00:46:32,080
A hundred percent.

1180
00:46:32,280 --> 00:46:33,760
If you sell to corporations,

1181
00:46:33,760 --> 00:46:37,040
then probably mornings during the workday does make sense.

1182
00:46:37,370 --> 00:46:38,280
It all depends,

1183
00:46:38,280 --> 00:46:40,640
but that's interesting that you say that about frequency.

1184
00:46:40,640 --> 00:46:41,240
That's a really,

1185
00:46:41,240 --> 00:46:42,040
really good point.

1186
00:46:42,430 --> 00:46:43,520
Okay, wonderful.

1187
00:46:43,520 --> 00:46:46,360
So tell us a little bit more about the Greenhouse,

1188
00:46:46,360 --> 00:46:48,080
the types of services you offer.

1189
00:46:48,080 --> 00:46:51,160
If anyone would be interested in reaching out and learning more

1190
00:46:51,460 --> 00:46:53,240
and talking with you further,

1191
00:46:53,320 --> 00:46:54,640
where would you send them?

1192
00:46:54,670 --> 00:46:56,040
What's your direction there?

1193
00:46:56,230 --> 00:46:57,880
Yeah, so the Greenhouse,

1194
00:46:57,880 --> 00:47:00,200
you can find us@growwithgreenhouse.com.

1195
00:47:00,200 --> 00:47:01,440
That's our website.

1196
00:47:01,740 --> 00:47:04,560
And I'm mostly active on LinkedIn,

1197
00:47:04,560 --> 00:47:05,600
Carrie McDonald,

1198
00:47:05,860 --> 00:47:07,960
and the Greenhouse is all focused on,

1199
00:47:07,960 --> 00:47:08,440
like I said,

1200
00:47:08,480 --> 00:47:10,400
email and SMS strategies.

1201
00:47:10,400 --> 00:47:13,520
Within 30 days of working with the Greenhouse,

1202
00:47:13,750 --> 00:47:17,240
a brand would be able to have a campaign calendar built

1203
00:47:17,240 --> 00:47:19,200
for them that is tailored to their audience.

1204
00:47:19,200 --> 00:47:22,400
They would be have a plan in place for those flows

1205
00:47:22,400 --> 00:47:26,360
and automation to help improve their customer lifetime value and their

1206
00:47:26,360 --> 00:47:32,280
retention. They would have high quality copy and design campaigns generated

1207
00:47:32,280 --> 00:47:32,640
for them,

1208
00:47:32,640 --> 00:47:33,360
for their brand,

1209
00:47:33,360 --> 00:47:34,600
and that's what we focus on.

1210
00:47:34,600 --> 00:47:39,720
Just campaigns and automations that are designed to help increase customer

1211
00:47:40,000 --> 00:47:43,000
lifetime value and high quality creatives that will represent the brand

1212
00:47:43,000 --> 00:47:43,920
well. Oh,

1213
00:47:43,950 --> 00:47:45,160
That's a whole nother topic,

1214
00:47:45,160 --> 00:47:46,400
but we're not diving into that now.

1215
00:47:46,400 --> 00:47:47,520
High quality,

1216
00:47:47,800 --> 00:47:49,480
Creative. Yeah,

1217
00:47:49,710 --> 00:47:50,360
I told you.

1218
00:47:50,800 --> 00:47:51,960
Creative. That's the thread.

1219
00:47:52,010 --> 00:47:53,320
So creatives is,

1220
00:47:53,320 --> 00:47:56,560
yeah, a big thing that we focus on Is important for

1221
00:47:56,560 --> 00:47:57,880
sure. Wonderful.

1222
00:47:57,880 --> 00:48:01,840
Well, a final comment from you about retention overall and why

1223
00:48:01,840 --> 00:48:02,640
it's so important.

1224
00:48:03,150 --> 00:48:05,120
Yeah. Other than what I've already said,

1225
00:48:05,120 --> 00:48:06,240
just repeat.

1226
00:48:06,480 --> 00:48:07,640
Customers are very valuable.

1227
00:48:07,670 --> 00:48:10,400
Once you can get someone to buy for a first time,

1228
00:48:10,400 --> 00:48:12,480
you've already done most of the hard work.

1229
00:48:12,850 --> 00:48:15,160
So if you can just get them to buy again,

1230
00:48:15,160 --> 00:48:17,880
which is usually pretty easy if they love the product and

1231
00:48:17,880 --> 00:48:19,040
if you're selling a good product,

1232
00:48:19,110 --> 00:48:22,320
it's gonna be really valuable and pay off a lot better

1233
00:48:22,320 --> 00:48:23,680
in the long run for your business.

1234
00:48:23,750 --> 00:48:25,040
Carrie, thank you so much.

1235
00:48:25,040 --> 00:48:27,800
I appreciate you coming on and sharing your wisdom with us

1236
00:48:27,800 --> 00:48:29,120
today. Yes,

1237
00:48:29,120 --> 00:48:29,600
thank you,

1238
00:48:29,600 --> 00:48:30,880
Sue. Thanks for having me.

1239
00:48:34,030 --> 00:48:37,960
Such good direction about how to increase your customer retention.

1240
00:48:38,820 --> 00:48:41,520
Did you catch the five types of emails you should be

1241
00:48:41,520 --> 00:48:43,080
sending? If not,

1242
00:48:43,150 --> 00:48:45,400
rewind and listen to that part again.

1243
00:48:46,020 --> 00:48:50,360
Now the Trick is to Actually implement this into your business

1244
00:48:50,690 --> 00:48:52,640
hearing and knowing is great,

1245
00:48:53,060 --> 00:48:55,120
but doing it brings you the results.

1246
00:48:55,630 --> 00:48:59,120
This could be a great way to start off your 2023,

1247
00:48:59,590 --> 00:49:03,400
taking a sales growth goal and putting in place a strategy

1248
00:49:03,810 --> 00:49:05,880
to truly make it happen.

1249
00:49:08,270 --> 00:49:11,520
I wanna make sure you're Familiar with my free Facebook group

1250
00:49:11,520 --> 00:49:13,480
called Gift Biz Breeze.

1251
00:49:13,990 --> 00:49:17,680
It's a place where we all gather and are a community

1252
00:49:17,690 --> 00:49:19,000
to support each other.

1253
00:49:19,390 --> 00:49:22,520
I got a really fun post in there that's my favorite

1254
00:49:22,520 --> 00:49:23,080
of the week,

1255
00:49:23,080 --> 00:49:23,880
I have to say,

1256
00:49:24,000 --> 00:49:27,120
where I invite all of you to share what you're doing

1257
00:49:27,250 --> 00:49:28,680
to show pictures of your product,

1258
00:49:28,930 --> 00:49:31,320
to show what you're working on for the week,

1259
00:49:31,690 --> 00:49:33,680
to get reaction from other people.

1260
00:49:34,020 --> 00:49:35,480
And just for fun,

1261
00:49:35,480 --> 00:49:39,080
because we all get to see the wonderful products that everybody

1262
00:49:39,080 --> 00:49:40,640
in the community is making.

1263
00:49:41,170 --> 00:49:43,520
My favorite post Every single week.

1264
00:49:43,650 --> 00:49:44,840
Without doubt.

1265
00:49:45,550 --> 00:49:46,520
Wait, what?

1266
00:49:47,270 --> 00:49:48,920
Aren't you part of the group already?

1267
00:49:49,690 --> 00:49:50,320
If not,

1268
00:49:50,320 --> 00:49:53,720
make sure to jump over to Facebook and search for the

1269
00:49:53,720 --> 00:49:55,480
group Gift Biz breeze.

1270
00:49:55,880 --> 00:49:56,760
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1271
00:49:57,190 --> 00:50:00,440
Come join us in Gift Biz Breeze Today.