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Matt: Hello and welcome to
the eCommerce Podcast with

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me, your host, Matt Edmundson.

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Now the eCommerce podcast It is a show all
about helping you deliver eCommerce wow.

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And to help us do just that, we have a
very special guest today, Sarah Williams,

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all the way from the other side of the
water all the way from launch your box.

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We're going to be talking about everything
to do with subscription businesses.

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Oh yes, and Sarah knows everything
there is to know about it.

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No pressure, Sarah, but
the stakes are high.

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Before we get into that though, let
me just tell you welcome to the show.

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If this is your first time
with us, great to have you.

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Great that you could join us.

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If you haven't done so already, check
out the website ecommercepodcast.

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net where coincidentally you can sign up
to the newsletter and all of the notes

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and the links from our amazing guests
like Sarah come straight to your inbox.

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Automagically.

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Yes, they do.

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And you can click through,
you can connect with them.

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You can see what they're up to.

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It's awesome.

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So check it out, ecommercepodcast.

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net.

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And of course, this show is brought to
you by the wonderful eCommerce Cohort.

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eCommerce Cohort is a monthly eCommerce
membership group that you could be

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a part of if you're not already.

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Why not come and join us?

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There's some great stuff in there.

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We have expert workshops delivered
every month by eCommerce experts.

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Plus, that's not enough.

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You get to join in the live
recordings of this podcast.

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Oh yes, so you can ask questions
direct to the guests yourself.

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Ah, come check it out, eCommercecohort.

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com, be great to see you in there.

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And before we get into it, let me
give a big shout out to Subsummit,

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which is where Sarah and I collided
for want of a better expression.

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If you haven't checked it out
already, check out Subsummit.

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com, Subsummit24, I will be there.

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It's a great place.

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Are you going to be there, Sarah?

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Sarah: I am going to be there.

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Matt: That was a yes, I should
have put a sound up, sorry.

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Yeah, she said yes.

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Ha.

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Schoolboy era.

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Ask a question, make sure
you turn up the volume.

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Now, let's talk about Sarah.

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Starting with a quaint brick and
mortar store, Sarah quickly pivoted

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to revolutionize the subscription box
world in 2017 with Launch Your Box.

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Her dedication to exceptional customer
experiences has turned her venture

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into a multi million dollar success.

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Beyond running her thriving business,
Sarah empowers other entrepreneurs through

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her programs and shares her journey
through her debut book, One Box at a Time.

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We're going to get into that.

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And actually, Sarah, it's also fair
to say you have your own podcast.

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You are a seasoned podcaster, aren't you?

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With your Launcher Box podcast.

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Sarah: Yes, I love the podcast.

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Matt: Did you enjoy doing it?

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Do you enjoy getting the
guests on and chatting away?

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Sarah: It's one of my favorite
things that I get to do, the podcast.

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I love it.

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Matt: yeah, I'm with you.

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You just get to speak to some incredible
people, don't you, and you just have some

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fun doing it and learn a lot along the
way and you don't necessarily have reasons

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for it, it's just that I enjoy chatting to
people and it's a wonderful thing to do.

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Thank you for joining us.

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Thank you for being here.

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Sarah: I'm really excited to
be here today with you guys.

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Matt: Yeah, in the midst of, because at
the time of recording, let's just say

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It's a busy time of the year, isn't it?

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Sarah: It's slightly busy
in the fall, just a tad.

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If I were to pan this screen over
and you were to look at my warehouse

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right now, it would be a shocker.

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Matt: Yeah, mayhem and chaos
would be the the order of the

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day, no, which is fair enough.

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It's fair enough.

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Tell us about the subscription
business that you've got, The Frame

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by Sarah what's going on with that?

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Just to give us some fram framework.

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Sarah: Yeah, so I started the
business as a kind of a add on

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to my brick and mortar business.

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So I had a personalized gift shop that
was just a local brick and mortar shop.

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And in 2017, I decided I wanted to
have a subscription box as a way

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to take that local customer and
make them the VIP of my business.

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And so I started this subscription box.

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It's called the Monogram Box
because my brick and mortar,

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we personalize everything.

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So we do the same thing in the
subscription box, which you

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could say is a little challenging
because every single box that

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goes out this floor is customized.

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And so that's what makes our subscription
unique and special is that it's customized

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for the subscriber every single month.

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And we pride ourselves on that.

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Than that.

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We love that.

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And our subscribers really love it.

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So we started that in
2017 with 44 subscribers.

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And we ship out thousands of
boxes every single month now.

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And it's just been a great journey.

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It's been a great journey.

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Matt: Fantastic.

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So you basically thought, I want
to start a subscription business.

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What is the single way to make
it way more complicated and

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way more difficult to myself?

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Let's do that.

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Sarah: Absolutely.

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If I can go back and tell myself,
till 2017, Sarah, what I know now,

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I would say Stop it right now.

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You, that is not.

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Scalable.

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What are you doing?

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You're going to kill yourself
through this process.

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But no, I just took it as a challenge.

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Cause in my mind, I didn't think I was
going to have this multimillion dollar

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subscription box business in mind.

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I really just would really love
a hundred subscribers because at

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that time, a hundred subscribers.

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Would have paid my monthly
overhead for my brick and mortar.

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And that was the goal.

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That was like my big goal.

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If I got a hundred subscribers,
my rent, my utilities, and my

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one employee would be paid for.

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And then everything I made in
the brick and mortar, all the

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profit I made in the brick and
mortar would just be extra on top.

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So the goal, when I started this
subscription box was just to bring some

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stability into my overhead expenses.

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And and I never imagined that it was
going to explode to what it is today.

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Matt: So does, is the Brick and
Mortar business still running

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or is it purely online now?

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Sure.

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Sarah: So in December of 2020 after
COVID showed me that I didn't need

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the brick and mortar to be successful.

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I went all, I went online in 2020.

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The only thing I really had online
before was my subscription box.

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I was still very local.

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When COVID shut down my brick and mortar
store, I pivoted and put everything online

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in that panic of what am I going to do?

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And that showed me that I
could reach a lot more people.

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And that my local customer
base, cause it was huge.

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It was probably at that time 70 percent
of my business was my local cover

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customer base And it was also about
70 percent of my subscriber base,

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too So I felt like to be relevant to
those people I still needed to have my

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local brick and mortar store But when
I got shut down and we went online.

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Everything exploded and I no
longer fit that brick and mortar,

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like I needed bigger space, I
needed more shipping capabilities.

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I needed more fulfillment capabilities.

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I could no longer do this in the back
room of my brick and mortar store.

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So in December of that year, we moved
to a warehouse with the intention

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that I was gonna go all online.

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I shut down the brick and mortar store
and we were just going to focus online.

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But during that transition, something
kept tugging at me, this local customer

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base that I had hundreds of people
walking around my town in the same t

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shirt that I've designed for the month.

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And it was almost like
this disconnect for me.

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To not be able to see them, to not be
able to help them in person, to not be

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able to get their feedback that I had
all gotten from my brick and mortar.

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So when we opened our warehouse and
closed the brick and mortar, we took the

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front 12 feet all the way across of our
warehouse and we made a faux retail store.

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So that our customer Could
walk into our warehouse.

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It feels like a boutique in the front.

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And we are able, they're able
to shop and pick up orders and

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pick up their subscription boxes
and have interaction with us.

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Now we are only open during our
warehouse hours, so we aren't

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keeping boutique hours anymore.

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But it was the hybrid.

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It was.

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Still have a personal connection
with our local subscribers.

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They can still feel like they can
come in and see us and talk to us.

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And, but yet we're in a warehouse
environment so that we can

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continue to fulfill and ship in
the capacity that we needed to.

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Matt: That's really interesting.

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I've seen this actually a lot.

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More, certainly more recently where
businesses went pure warehouse the

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dingy warehouse, but actually some
of the warehouse locations are quite.

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Are quite handy, aren't they?

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They can be quite helpful.

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And so I've now seen a lot of
warehouses, put stores in shop fronts.

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There's actually a big chain in the UK
called Screw Fix, which build an entire

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business out of this like a DIY store.

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So there's no shop to go shopping around.

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You buy everything through a
catalog, you go pick it up.

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But  a friend of mine who runs an
online tool business has done the

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same thing, massive warehouse selling
power tools, which is just beautiful.

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I love to walk around it.

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But he has this amazing sort of
store at the front and you would

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never know what's behind that wall.

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And so I'm really intrigued.

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The hybrid model seems to be working.

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'cause you've got the
warehouse space, right?

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The staff are already there.

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So the staff can be doing picking and
packing and customer service inquiries.

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I suppose you've got to fit it out, but
is there any real massive extra overhead?

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I doubt there probably is really,
so is it working well for you?

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Sarah: It's working very well and we
can see say, subscriber pickup day,

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like when we have our boxes ready to
ship out and we send out a text for

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our local subscribers and it's pickup
day you're going to see a huge increase

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in sales of in store sales that day.

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They're coming through your front door,
they're walking by all those display

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pieces that you have out, the mannequins,
the sale tables, whatever you have out.

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They may have seen me on a Facebook
Live selling a cardigan that goes

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with the t shirt that's in the box.

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And they're like, I want to
see that cardigan that Sarah

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was showing us the other day.

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They're here.

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They can try it on.

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And they're leaving with more
purchases than just their monogram

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box that they came to pick up.

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So it's, it's like It's not like Walmart
pickup, they bring it to your car,

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you're never walking by the aisles, but
you're going to pick things up if you

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do go walk in and pick up your items.

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And that's really what we've done here
is we've created kind of the impulse

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when people are picking up their
orders, but it also gives them the

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ability to connect with us in person.

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And that is so important.

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And that's what people miss.

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When they go from having a brick
and mortar to all online, they're

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missing that connection, which makes
our customers super loyal to us.

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Matt: Yeah.

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No, it's very clever.

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Very smart idea.

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But a thing that you mentioned
there, Sarah, that I want to pick up

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on is you do the subscription box,
the, the personalized stuff in the

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subscription box, but you just said
are we, they may have seen me on a

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Facebook live selling a cardigan,
which will go with the t shirt in.

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So it's there's more to this
story than just putting stuff

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in a box and shipping out.

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It sounds

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Sarah: absolutely.

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Absolutely.

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And these are just, I
call it expansion revenue.

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So we have a solid revenue structure with
our subscription box and it is 75 percent

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of our overall revenue, our subscriptions.

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Which is amazing because we can
count on that every single month.

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It's not like we have to show
up and sell to pay the bills.

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We know 75 percent of our
revenue is reoccurring.

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It's going to hit our bank
account every single month.

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So the other 25 percent is our
expansion revenue on our subscriber

237
00:11:16,610 --> 00:11:18,390
base, on our subscription base.

238
00:11:18,730 --> 00:11:24,605
So when I curate a box, I'm also
curating pieces that could be great

239
00:11:24,705 --> 00:11:26,925
add ons to the products in this box.

240
00:11:27,295 --> 00:11:30,585
Example, there's a t shirt in
every one of my subscriptions.

241
00:11:30,805 --> 00:11:33,555
What are we going to wear with
the t shirt every single month?

242
00:11:33,835 --> 00:11:35,485
In the winter, we're
going to wear cardigans.

243
00:11:35,505 --> 00:11:37,115
In the summer, we're
going to wear kimonos.

244
00:11:37,135 --> 00:11:40,805
We might wear, earrings and
hats and shorts and whatever

245
00:11:40,845 --> 00:11:42,315
else that we want to curate.

246
00:11:42,800 --> 00:11:47,160
That'll go with the subscription box
because these are just ways that are

247
00:11:47,230 --> 00:11:51,100
easily expandable on the current revenue
that we're already have when I order

248
00:11:51,100 --> 00:11:52,780
the stuff for the subscription boxes.

249
00:11:53,170 --> 00:11:56,090
I don't have to worry too
much about how much to order.

250
00:11:56,090 --> 00:11:57,060
Is it going to sell?

251
00:11:57,060 --> 00:11:58,150
Will I have to mark it down?

252
00:11:58,160 --> 00:11:59,660
That stuff's already sold.

253
00:12:00,000 --> 00:12:02,480
So when you think about a
subscription box business, and I'm

254
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ordering 100, 000 of this today, I
already know that's going to sell.

255
00:12:06,255 --> 00:12:06,685
sell.

256
00:12:06,695 --> 00:12:08,805
There's no risk involved in it for me.

257
00:12:08,975 --> 00:12:11,805
It's already sold whether I'm going
to sell it next month or three

258
00:12:11,805 --> 00:12:13,585
months from now, I'm ordering it.

259
00:12:13,595 --> 00:12:14,315
It's sold.

260
00:12:14,555 --> 00:12:18,365
So then I can add on to that with
the stuff, but I don't have to be as

261
00:12:18,365 --> 00:12:22,095
risky with it because I know all these
subscribers are going to have this shirt.

262
00:12:22,890 --> 00:12:26,300
And it's cold, so they're not
going to want to wear a t shirt by

263
00:12:26,300 --> 00:12:28,200
themselves in the month of December.

264
00:12:28,500 --> 00:12:30,600
What can I'm going to order
a navy cardigan, because I've

265
00:12:30,610 --> 00:12:32,070
got navy ink on this shirt.

266
00:12:32,340 --> 00:12:35,410
They're going, I'm going to pair it,
I'm going to show up live, I'm going

267
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to show them my navy earrings, I'm
going to show them my navy cardigan,

268
00:12:38,900 --> 00:12:41,990
I might have a cute crossbody
purse that I have with this outfit.

269
00:12:42,290 --> 00:12:46,700
Now I'm giving them the complete look,
and they can choose whether they want more

270
00:12:46,700 --> 00:12:48,540
than what they've got in their box or not.

271
00:12:48,865 --> 00:12:52,255
So it's, what can I use to
compliment the pieces that are

272
00:12:52,255 --> 00:12:54,525
already sold and things like that.

273
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So that's what I look at.

274
00:12:55,735 --> 00:13:00,815
And when we're curating out a year's worth
of boxes ahead of time, I can easily cure,

275
00:13:00,875 --> 00:13:04,915
curate the collections that I want to
sell in addition to that box that month.

276
00:13:05,900 --> 00:13:06,920
Matt: that's really powerful.

277
00:13:07,090 --> 00:13:08,010
And it's interesting.

278
00:13:08,010 --> 00:13:11,670
You, you, the stat that
you gave 75 percent of your

279
00:13:11,670 --> 00:13:12,840
income is from subscription.

280
00:13:12,840 --> 00:13:15,560
25 percent is this expansion revenue.

281
00:13:15,560 --> 00:13:16,930
You called it, which is a great phrase.

282
00:13:17,400 --> 00:13:19,210
And that is, I think that's quite.

283
00:13:19,830 --> 00:13:20,310
Typical.

284
00:13:20,310 --> 00:13:23,760
Normally a sort of 70 30 ratio is
what you can, is normally what with

285
00:13:23,760 --> 00:13:25,530
companies that have core hero products.

286
00:13:25,530 --> 00:13:30,090
And you go you can boost 30% by just
by adding some cleverly chosen add-ons

287
00:13:30,095 --> 00:13:31,920
and upsells to this single product.

288
00:13:32,490 --> 00:13:33,720
And it seems that you are doing that.

289
00:13:34,140 --> 00:13:37,530
So another thing I appreciate you are
just talking and I'm just thinking, wow.

290
00:13:37,530 --> 00:13:41,430
And I'm listening and I'm going,
you mentioned Facebook Live now.

291
00:13:42,040 --> 00:13:46,120
Let's talk about this a second because
you're obviously doing what is fast

292
00:13:46,130 --> 00:13:49,400
becoming nicknamed live shopping, right?

293
00:13:49,440 --> 00:13:54,870
And big in Asia not so massive
here in the UK or in the States

294
00:13:55,070 --> 00:13:58,680
It's getting bigger certainly when
you're doing apparel it seems What's

295
00:13:58,680 --> 00:14:01,470
your experience with live shopping?

296
00:14:02,345 --> 00:14:06,535
Sarah: So this is what happened
when I decided to go online.

297
00:14:06,955 --> 00:14:12,865
I was so local, Matt, that I was
really having trouble connecting

298
00:14:12,865 --> 00:14:16,535
with these now online customers
that didn't know me, right?

299
00:14:16,815 --> 00:14:19,675
So when someone walks into my shop,
and especially in the beginning,

300
00:14:19,755 --> 00:14:21,545
I was the person checking you out.

301
00:14:21,575 --> 00:14:23,755
I was the person packing your box.

302
00:14:23,765 --> 00:14:26,955
I was the person steaming the
clothes to put on the racks.

303
00:14:26,955 --> 00:14:27,495
That was me.

304
00:14:28,865 --> 00:14:31,355
Call me and I got to know you that way.

305
00:14:31,415 --> 00:14:32,805
So someone came into my shop.

306
00:14:33,155 --> 00:14:34,385
I was the one greeting you.

307
00:14:34,415 --> 00:14:35,935
I was the one checking you out.

308
00:14:35,975 --> 00:14:41,205
I was the one asking about your family
or whoever and that's how I got to know

309
00:14:41,445 --> 00:14:46,895
my customers and that became such this
I had this cult like following because

310
00:14:46,895 --> 00:14:50,315
they knew if they came in the store, they
were gonna see me and so they come in

311
00:14:50,315 --> 00:14:52,685
to talk with me and look what I had new.

312
00:14:52,995 --> 00:14:58,635
So when I went online, there was a
disconnect of how could I connect

313
00:14:58,635 --> 00:15:01,855
with all these people that didn't
live in my town, that didn't know me.

314
00:15:02,275 --> 00:15:06,245
And that, the realization for
me was like, I need to go live.

315
00:15:06,655 --> 00:15:11,125
I'm, I need them to get to know
me the same way my local customers

316
00:15:11,125 --> 00:15:14,545
got to know me, because that's
what's driving my business.

317
00:15:14,725 --> 00:15:17,815
It's that return customer,
it's that loyalty factor.

318
00:15:17,815 --> 00:15:21,805
It's that no lis no and trust
factor, and people on the

319
00:15:21,810 --> 00:15:23,545
internet don't even know who I am.

320
00:15:23,545 --> 00:15:24,805
And why would they come back?

321
00:15:24,805 --> 00:15:25,106
Why would they?

322
00:15:25,610 --> 00:15:28,570
Why would they shop with me when
there's a million places to shop?

323
00:15:28,840 --> 00:15:32,510
So I had to differentiate myself
and I did that with live selling.

324
00:15:32,900 --> 00:15:36,370
And I was very uncomfortable
with it in the beginning.

325
00:15:36,690 --> 00:15:37,750
I didn't want to do it.

326
00:15:37,750 --> 00:15:38,980
I fought it at every turn.

327
00:15:38,980 --> 00:15:39,890
I tried everything else.

328
00:15:39,890 --> 00:15:42,360
I spent a lot of money on ads
so I wouldn't have to do it.

329
00:15:42,630 --> 00:15:44,960
I was like, I'll just do more ad dollars.

330
00:15:44,960 --> 00:15:45,800
I'll just do this.

331
00:15:46,160 --> 00:15:48,630
And I finally just realized
like, okay, suck it up.

332
00:15:49,380 --> 00:15:52,130
You're going to have to do this
if you want to grow your business.

333
00:15:52,240 --> 00:15:55,210
So we have to make a plan for this
because I'm a structured person.

334
00:15:55,220 --> 00:15:59,470
If I can make a plan with some structure
that all I have to do is just keep

335
00:15:59,490 --> 00:16:02,990
implementing, like I'm more likely
to do it than just spontaneously.

336
00:16:03,280 --> 00:16:06,680
So created a live
structure, showed up live.

337
00:16:07,030 --> 00:16:08,390
Very uncomfortable.

338
00:16:08,560 --> 00:16:09,820
No one was there.

339
00:16:10,000 --> 00:16:13,870
I begged my three friends to come live and
ask me questions, ask me about the shirt

340
00:16:13,870 --> 00:16:17,020
I'm wearing, ask me about the earrings,
ask me how you can be a subscriber.

341
00:16:17,280 --> 00:16:20,660
It's because I needed some kind of
conversation because it was just me

342
00:16:20,660 --> 00:16:22,380
and the screen and nobody was there.

343
00:16:22,900 --> 00:16:24,240
And I did that for weeks.

344
00:16:25,115 --> 00:16:27,075
And I just got better
at it and better at it.

345
00:16:27,085 --> 00:16:31,425
So once a week I would go live and
then there was this one Saturday that

346
00:16:31,425 --> 00:16:34,755
I went live and I was like, people
that I didn't know watching, I was

347
00:16:34,755 --> 00:16:39,165
like, Oh, there's people other than
my mom and my friends watching me.

348
00:16:39,505 --> 00:16:42,695
And then all of a sudden I could
see there was a hundred viewers and

349
00:16:42,695 --> 00:16:45,235
I panicked and I finished my life.

350
00:16:45,705 --> 00:16:47,685
I was like, there's a hundred
people watching me right now.

351
00:16:47,685 --> 00:16:48,445
What is happening?

352
00:16:48,815 --> 00:16:53,215
And so I panicked and I turned
off the live, but I went again.

353
00:16:53,235 --> 00:16:54,435
I went live again the next week.

354
00:16:54,455 --> 00:16:59,995
And then I started having people buy that
I didn't know that weren't from my town.

355
00:17:00,025 --> 00:17:01,625
And I was like, all
right, this is working.

356
00:17:01,845 --> 00:17:03,155
We're going to keep showing up.

357
00:17:03,185 --> 00:17:06,075
We're going to keep just being me
because they're relating to me.

358
00:17:06,915 --> 00:17:09,115
I would pick five or six
things around the shop.

359
00:17:09,365 --> 00:17:10,895
These are my favorite things of the week.

360
00:17:10,895 --> 00:17:12,695
Let me show you this tumbler.

361
00:17:12,695 --> 00:17:14,015
Let me show you these earrings.

362
00:17:14,015 --> 00:17:15,165
Let me show you this bracelet.

363
00:17:15,165 --> 00:17:18,375
Let me show you how you can pair
these together with a cute sweatshirt.

364
00:17:18,575 --> 00:17:19,765
Whatever it was.

365
00:17:20,075 --> 00:17:24,335
And I would talk, I would tell little
stories about my kids, or my day, or how

366
00:17:24,335 --> 00:17:28,415
I spilt coffee all over myself on the
way to work, or just things that were

367
00:17:28,445 --> 00:17:33,395
relatable to the moms and the wives and
the women that were watching me, and

368
00:17:33,415 --> 00:17:38,275
that's how the business grew up, and it
really, you could see these pockets of

369
00:17:38,275 --> 00:17:42,625
subscribers, so I would have I remember
it vividly, I had like my first subscriber

370
00:17:42,625 --> 00:17:46,575
that wasn't in my town, she was from
Colorado Springs, And I was like, I

371
00:17:46,575 --> 00:17:49,765
have a brand new subscriber from another
state and I was so excited about it.

372
00:17:50,065 --> 00:17:52,885
And then there were like four
subscribers all in the same town.

373
00:17:52,885 --> 00:17:54,765
I'm like, she's sharing this with people.

374
00:17:54,935 --> 00:17:57,995
Like she's telling people where,
and then I saw it in Utah.

375
00:17:58,005 --> 00:18:00,795
I saw this little pocket of
people in Utah in the same town.

376
00:18:01,125 --> 00:18:03,085
And then it just started
to build and build.

377
00:18:03,375 --> 00:18:06,175
And that's when things
started to really explode.

378
00:18:06,205 --> 00:18:07,615
But I just kept showing up.

379
00:18:07,935 --> 00:18:09,435
I kept being myself.

380
00:18:09,705 --> 00:18:14,290
I kept just Talking about my products
and my subscription boxes and people

381
00:18:14,290 --> 00:18:18,810
got to know me the same way That they
did when they walked into my store?

382
00:18:19,345 --> 00:18:20,425
Matt: Super powerful.

383
00:18:20,575 --> 00:18:20,955
Super powerful.

384
00:18:21,275 --> 00:18:24,245
And do you just do that on Facebook
or is it Facebook and Instagram?

385
00:18:24,245 --> 00:18:26,245
Do you stream to multiple places?

386
00:18:26,570 --> 00:18:30,380
Sarah: Right now it's, I just do
that on Facebook because I get

387
00:18:30,380 --> 00:18:33,950
nervous when there's too many
things going on and I have the ADHD

388
00:18:33,950 --> 00:18:35,470
and so I just do it on Facebook.

389
00:18:36,040 --> 00:18:37,910
I send the replay out in the email.

390
00:18:37,920 --> 00:18:41,180
Sometimes I'll take snippets and
throw them on Instagram reels, but

391
00:18:41,510 --> 00:18:43,370
I just, I'm just a simple person.

392
00:18:43,400 --> 00:18:46,880
I like to focus on one thing
and my audience is on Facebook.

393
00:18:46,920 --> 00:18:49,700
If we're going to be 85
percent of my social.

394
00:18:49,945 --> 00:18:51,315
Traffic comes from Facebook.

395
00:18:51,375 --> 00:18:52,805
So I just focus on them.

396
00:18:53,325 --> 00:18:57,565
And if I can repurpose that in any way and
get some other views, then I do that too.

397
00:18:57,565 --> 00:18:59,475
But I just focus on what's working

398
00:19:00,160 --> 00:19:01,650
Matt: Facebook Lives,
are you still doing them?

399
00:19:02,315 --> 00:19:03,065
Sarah: every week.

400
00:19:03,145 --> 00:19:04,885
And right now I've been
doing them every day.

401
00:19:04,885 --> 00:19:06,505
Cause it's the 12 days of Christmas.

402
00:19:06,535 --> 00:19:09,725
So I've been live every single day
for the last, this is day seven.

403
00:19:10,045 --> 00:19:12,835
We're promoting, we have a special
promotion every day for 12 days.

404
00:19:12,885 --> 00:19:16,585
Cause this is December 7th that we
are recording this, but I do it.

405
00:19:16,885 --> 00:19:18,325
A couple times a week now.

406
00:19:18,355 --> 00:19:20,435
I also do it for my coaching business now.

407
00:19:20,445 --> 00:19:26,465
It was so successful in my eCommerce
business that I do a live every

408
00:19:26,465 --> 00:19:30,505
Monday on my coaching page and
it's just, how can I serve them?

409
00:19:30,745 --> 00:19:31,935
It's called Monday Momentum.

410
00:19:32,165 --> 00:19:35,325
How do I get you started on your
Monday as a small business owner?

411
00:19:35,705 --> 00:19:36,475
Here's a tip for this week.

412
00:19:36,655 --> 00:19:39,195
Here's an email marketing campaign
I want you to send this week.

413
00:19:39,455 --> 00:19:42,675
Here's something I want you to
do on your socials this week.

414
00:19:42,905 --> 00:19:46,495
Here's a little tip to get you out of your
head, whatever you're struggling with.

415
00:19:46,675 --> 00:19:50,625
Like I just do a little 20 minute
kind of pep talk every Monday and

416
00:19:50,625 --> 00:19:54,725
give them one actionable thing to
focus on to get them motivated for

417
00:19:54,725 --> 00:19:56,185
the week to work on their businesses.

418
00:19:56,690 --> 00:19:57,040
Matt: Wow.

419
00:19:57,920 --> 00:19:59,420
So you're you're getting
right into it then.

420
00:19:59,650 --> 00:20:02,580
We're not just once, we're twice a
week now we're across multiple things

421
00:20:02,580 --> 00:20:03,760
we're doing Facebook all the time.

422
00:20:04,310 --> 00:20:05,050
I'm intrigued.

423
00:20:05,530 --> 00:20:08,480
Sarah: my coaching, I am streaming
on YouTube as well, because I do

424
00:20:08,490 --> 00:20:11,910
have an audience there, so I can
stream in multiple places at once.

425
00:20:11,920 --> 00:20:15,440
So I stream on, I stream in my
paid group, I stream on my free

426
00:20:15,440 --> 00:20:18,730
page, and I stream on YouTube all
at the same time on the Mondays.

427
00:20:20,070 --> 00:20:22,850
Matt: Sound, it sounds Sarah, like
you've got a lot going on, right?

428
00:20:22,850 --> 00:20:24,940
So what was a simple
subscription business?

429
00:20:25,460 --> 00:20:28,410
I say simple because you made it
complex, but you have this subscription

430
00:20:28,410 --> 00:20:32,750
business, which you've then done the
expansion stuff for, which has grown

431
00:20:32,750 --> 00:20:35,170
that, and you've got a coaching business.

432
00:20:35,170 --> 00:20:35,200
Yeah.

433
00:20:35,200 --> 00:20:35,230
Yeah.

434
00:20:36,230 --> 00:20:39,090
And you thought, I know what I'll
do, I'm not busy enough, so I'm

435
00:20:39,090 --> 00:20:40,210
going to write a book, right?

436
00:20:40,270 --> 00:20:42,030
And so tell me about the book.

437
00:20:42,945 --> 00:20:47,605
Sarah: So the book is the book
deal happened very unexpectedly.

438
00:20:47,655 --> 00:20:51,035
I didn't, Matt, I didn't say, Oh, I
really want to write a book someday.

439
00:20:51,045 --> 00:20:52,235
That's what was on my bucket list.

440
00:20:52,235 --> 00:20:54,595
I'm going to write a book proposal
and I'm going to really, I'm

441
00:20:54,605 --> 00:20:55,555
going to try to get a book deal.

442
00:20:55,825 --> 00:20:57,985
That wasn't on my radar at all.

443
00:20:57,985 --> 00:20:59,565
I thought you, you just said it.

444
00:20:59,575 --> 00:21:00,055
I'm busy.

445
00:21:00,055 --> 00:21:00,955
I ain't got time for all that.

446
00:21:01,425 --> 00:21:06,125
But I was at an event where I was
speaking and it was a charity event.

447
00:21:06,185 --> 00:21:08,435
And in return for our time to.

448
00:21:09,890 --> 00:21:13,370
We've got a Mastermind Day with each
other, and the host of the charity

449
00:21:13,370 --> 00:21:15,530
event facilitated this Mastermind Day.

450
00:21:15,920 --> 00:21:19,730
And the CEO of Hay House Publishing
was in that room with me.

451
00:21:20,160 --> 00:21:22,760
And we were, it was my
turn for my hot seat.

452
00:21:22,830 --> 00:21:25,720
I'm talking about my business and I'm
having to give them a little bit of a

453
00:21:25,720 --> 00:21:29,920
backstory of who I am and what I do so
they understand what my question is.

454
00:21:30,370 --> 00:21:34,240
And right on the spot, he offered
me a book deal in that meeting.

455
00:21:34,340 --> 00:21:40,300
This is how my little book, One
Box at a Time, came to fruition.

456
00:21:40,330 --> 00:21:42,930
So I spent the next year writing my book.

457
00:21:42,960 --> 00:21:44,650
I had to submit a book proposal.

458
00:21:44,650 --> 00:21:46,990
He didn't just give me a book
deal, I had to do the work.

459
00:21:46,990 --> 00:21:53,315
But I wrote a book proposal and so I put
together, like, All the things, it's a

460
00:21:53,315 --> 00:21:59,455
personal story wrapped into the business
strategies and tactics along the way.

461
00:21:59,455 --> 00:22:01,445
So this is how I built my audience.

462
00:22:01,515 --> 00:22:02,945
This is how you're going to do it.

463
00:22:02,975 --> 00:22:05,005
This is how we're work on fulfillment.

464
00:22:05,045 --> 00:22:06,555
This is where the logistics come in.

465
00:22:06,565 --> 00:22:10,255
This is where we started to scale and
this is how you're going to do it.

466
00:22:10,255 --> 00:22:13,255
And so every chapter is my journey.

467
00:22:13,255 --> 00:22:13,735
Like you're going to.

468
00:22:13,750 --> 00:22:17,880
You can see my whole business journey
along the way in this book but then

469
00:22:17,910 --> 00:22:22,650
every chapter has the strategies that I
implemented that I line out for you so

470
00:22:22,650 --> 00:22:24,460
that you can do the exact same thing.

471
00:22:24,760 --> 00:22:29,480
And then also every chapter has one
or two stories of my students that

472
00:22:29,480 --> 00:22:34,200
I feature in each chapter of how
they did that particular chapter in

473
00:22:34,200 --> 00:22:35,650
a way that is unique and different.

474
00:22:35,660 --> 00:22:38,840
So if you don't see yourself
in me, you can probably see

475
00:22:38,840 --> 00:22:39,970
yourself in one of my stories.

476
00:22:40,880 --> 00:22:45,080
We have hundreds of success stories
of people that have gone from scratch

477
00:22:45,370 --> 00:22:49,610
to million dollar businesses using
my strategies the same way I did,

478
00:22:49,800 --> 00:22:50,950
and I put that all in the book.

479
00:22:51,645 --> 00:22:52,365
Matt: Fantastic.

480
00:22:52,415 --> 00:22:54,945
I'm looking forward to reading it, because
it's a fair, it's a fair, it's fair to

481
00:22:54,945 --> 00:22:56,755
say it's a fairly New Publish, isn't it?

482
00:22:57,090 --> 00:23:02,160
Sarah: Less than a month it's been out and
we've hit the top Amazon charts for women

483
00:23:02,160 --> 00:23:07,300
in business for, I've hit the entrepreneur
number five on the entrepreneur charts.

484
00:23:07,650 --> 00:23:11,530
So we, we've hit some top charts
over there and we've got lots

485
00:23:11,530 --> 00:23:12,770
of great reviews on the book.

486
00:23:12,770 --> 00:23:13,680
So I'm really excited.

487
00:23:14,275 --> 00:23:14,865
Matt: Check it out.

488
00:23:14,865 --> 00:23:16,625
One box at a time.

489
00:23:16,635 --> 00:23:19,445
So let's dig into some of
the contents of the book.

490
00:23:19,915 --> 00:23:20,805
Some of the strategies.

491
00:23:21,465 --> 00:23:23,565
Chris George was on the podcast.

492
00:23:23,575 --> 00:23:23,795
Yeah.

493
00:23:23,795 --> 00:23:24,975
Chris from Sub Summit, right?

494
00:23:25,035 --> 00:23:26,155
What a legend that man is.

495
00:23:26,165 --> 00:23:29,065
He basically said if he was starting
out any business in eCommerce,

496
00:23:29,065 --> 00:23:30,175
he just wouldn't do eCommerce.

497
00:23:30,175 --> 00:23:31,515
He'd just do everything on subscription.

498
00:23:31,555 --> 00:23:33,275
Just the way he, just how his brain works.

499
00:23:33,275 --> 00:23:36,004
I'm just going to do
subscription now, isn't it?

500
00:23:36,385 --> 00:23:40,255
I'm I get where he's coming from I'm
probably a little bit more hybrid in my

501
00:23:40,255 --> 00:23:45,995
thinking, but if I'm thinking of starting
like a subscription business you get

502
00:23:46,005 --> 00:23:49,815
this question asked a lot, and I'm sure
the answer is, I don't know where would

503
00:23:49,825 --> 00:23:53,545
someone start if they think, I like
the idea of the subscription box model.

504
00:23:53,545 --> 00:23:54,485
Where would you start?

505
00:23:55,575 --> 00:23:59,915
Sarah: I think anyone, whether that's
eCommerce or a subscription box model,

506
00:24:00,255 --> 00:24:02,265
they have to start building an audience.

507
00:24:02,795 --> 00:24:06,465
And I think that is probably
the most overlooked thing.

508
00:24:06,835 --> 00:24:10,965
We have to start, we, you got
to identify who the customer you

509
00:24:10,965 --> 00:24:13,935
want to sell to, no matter if it's
one off products or subscription.

510
00:24:14,235 --> 00:24:18,465
And then we have to start building content
and building a following for that person.

511
00:24:18,845 --> 00:24:23,165
If you want to start with a subscription
box, it's really understanding that person

512
00:24:23,565 --> 00:24:25,885
who that person is so that you can curate.

513
00:24:26,320 --> 00:24:29,000
You have to have a good
understanding of what is being made.

514
00:24:29,000 --> 00:24:30,190
It's not about the stuff.

515
00:24:30,200 --> 00:24:34,360
A lot of people going into a subscription
box think it's, Oh, if I just get the

516
00:24:34,360 --> 00:24:37,010
best stuff, I'll have the best box.

517
00:24:37,050 --> 00:24:40,030
It's about the experience
that you're creating for them.

518
00:24:40,500 --> 00:24:43,770
You can have a box and there's,
high name boxes and I'm not

519
00:24:43,770 --> 00:24:44,780
going to call anybody out.

520
00:24:44,980 --> 00:24:46,180
It's full of stuff.

521
00:24:46,580 --> 00:24:48,420
It's full of brand name stuff.

522
00:24:48,660 --> 00:24:49,840
It's so random.

523
00:24:49,880 --> 00:24:50,530
There's no expression.

524
00:24:50,600 --> 00:24:52,490
Experience to go along with it.

525
00:24:52,790 --> 00:24:55,450
And that's our superpower
as small business owners.

526
00:24:55,450 --> 00:24:59,870
We have the ability to curate an
entire experience every single

527
00:24:59,870 --> 00:25:01,680
month with each box that we have.

528
00:25:01,940 --> 00:25:03,830
It's not about putting
random stuff in there.

529
00:25:04,070 --> 00:25:09,190
It's about thinking about what that ideal
customer is thinking, feeling, and doing.

530
00:25:09,355 --> 00:25:13,975
Every single month of the year
as a mom, as a busy Southern

531
00:25:13,975 --> 00:25:15,795
mom, that is my ideal customer.

532
00:25:15,995 --> 00:25:20,025
What are they thinking, feeling,
and doing in the month of January?

533
00:25:20,215 --> 00:25:24,495
I know exactly what they're doing and
I can curate a box exactly for that

534
00:25:24,495 --> 00:25:29,335
person so that when they open it, they're
like, Sarah made this just for me.

535
00:25:29,745 --> 00:25:30,805
And I get that comment.

536
00:25:31,045 --> 00:25:33,945
So much like Sarah made this just for me.

537
00:25:34,245 --> 00:25:35,955
And that's where you should start.

538
00:25:35,975 --> 00:25:39,315
That's how we have to start our
subscription box business off.

539
00:25:39,315 --> 00:25:44,105
Like really understanding who we want
to sell to so we can get in their head

540
00:25:44,125 --> 00:25:45,745
and curate an experience for them.

541
00:25:46,365 --> 00:25:47,185
Matt: Super powerful.

542
00:25:47,265 --> 00:25:49,905
It's interesting in your own story,
you started, you said you started off

543
00:25:49,905 --> 00:25:53,545
with 44 subscribers, so it wasn't like
you just blew up overnight, right?

544
00:25:53,545 --> 00:25:55,115
It's taking you a few years.

545
00:25:56,255 --> 00:25:59,685
Sarah: everyone starts from scratch
and I didn't have venture capital and I

546
00:25:59,685 --> 00:26:04,535
didn't have investors and I didn't have
a trust fund to start a business with.

547
00:26:04,535 --> 00:26:09,955
Like I'm just a regular person
and I just thought I can do this.

548
00:26:11,295 --> 00:26:13,305
I want to do this for my customers.

549
00:26:13,305 --> 00:26:15,215
I want them to feel special.

550
00:26:15,215 --> 00:26:18,515
That was the whole premise around
starting the subscription box.

551
00:26:18,775 --> 00:26:22,405
How could I make that customer that was
coming into my brick and mortar about

552
00:26:22,405 --> 00:26:25,945
once a month, that loyal customer,
they would come in and buy something

553
00:26:25,945 --> 00:26:28,855
for themselves or they would come
in and buy a gift for somebody else.

554
00:26:29,245 --> 00:26:32,525
How could I make them
the VIP of my business?

555
00:26:32,535 --> 00:26:36,495
That loyal customer that I saw
on a regular basis, I would

556
00:26:36,495 --> 00:26:38,385
make it exclusive just for them.

557
00:26:38,705 --> 00:26:39,429
I would make it special.

558
00:26:39,500 --> 00:26:40,160
Special.

559
00:26:40,160 --> 00:26:41,520
I would personalize it.

560
00:26:41,540 --> 00:26:45,210
It would feel like a gift
for them every single month.

561
00:26:45,530 --> 00:26:48,990
That's what I wanted to curate
when I started my subscription box.

562
00:26:49,310 --> 00:26:52,480
And I told you my big goal was
to have a hundred subscribers.

563
00:26:52,750 --> 00:26:55,360
And that's why I thought the
personalization wasn't a big

564
00:26:55,360 --> 00:26:57,280
deal because I can whip that out.

565
00:26:57,975 --> 00:27:02,785
Little did I know that thousands and
thousands of monograms later that I

566
00:27:02,785 --> 00:27:04,495
would be doing this on a larger scale.

567
00:27:04,495 --> 00:27:09,325
And I went through a lot of like ups and
downs, figuring that out as I was scaling.

568
00:27:09,325 --> 00:27:11,115
I was scaling very quickly.

569
00:27:11,375 --> 00:27:14,275
I didn't have the equipment
to scale that quickly.

570
00:27:14,525 --> 00:27:18,315
I tried outsourcing it for a
while and that just became a

571
00:27:18,315 --> 00:27:20,095
disaster after the disaster.

572
00:27:20,355 --> 00:27:22,795
And I thought, okay, I
either need to do this.

573
00:27:23,550 --> 00:27:27,130
And do it right and I need to bring it
all in house and I need to be able to

574
00:27:27,130 --> 00:27:31,810
control and manage the outcome of this or
I need to stop doing the personalization

575
00:27:31,810 --> 00:27:33,850
because it is a train wreck right now.

576
00:27:34,230 --> 00:27:39,500
And so that decision came
probably about 800 subscribers in.

577
00:27:39,755 --> 00:27:40,145
Matt: Okay.

578
00:27:40,765 --> 00:27:44,495
Sarah: I, and I was literally still
the one sitting behind the machine

579
00:27:44,505 --> 00:27:46,625
monogramming for 10 hours a day.

580
00:27:47,055 --> 00:27:49,615
And I thought this is madness.

581
00:27:49,825 --> 00:27:51,635
I cannot keep up doing this.

582
00:27:51,635 --> 00:27:54,725
My, my business was like, my marketing
wasn't getting done because I'm

583
00:27:54,725 --> 00:27:55,775
the one running the embroidery.

584
00:27:55,855 --> 00:27:58,755
I was the only one in the building that
knew how to run the embroidery machines.

585
00:27:58,755 --> 00:28:01,845
Like I had people doing all
the other things, but I hadn't.

586
00:28:02,265 --> 00:28:03,855
Hired someone to do that.

587
00:28:03,865 --> 00:28:07,005
So every month and I would get
done and I would be exhausted.

588
00:28:07,005 --> 00:28:11,145
I'm like, crap, I got to start again next
week cause we got a hundred more boxes

589
00:28:11,165 --> 00:28:15,275
to get out next week, and so it was just
like, alright, I got to figure this out.

590
00:28:15,275 --> 00:28:16,245
Tried outsourcing it.

591
00:28:16,625 --> 00:28:17,655
That was a disaster.

592
00:28:17,985 --> 00:28:21,165
And I said, okay, if we're going
to continue to personalize.

593
00:28:21,605 --> 00:28:22,625
We have to do it right.

594
00:28:23,015 --> 00:28:27,575
I don't want this janky personalization
that was happening by outsourcing it.

595
00:28:27,875 --> 00:28:30,975
And so I bought the equipment, I
hired the people, we moved into the

596
00:28:30,975 --> 00:28:34,365
warehouse, we had the space to have
all the equipment that we needed.

597
00:28:34,555 --> 00:28:39,325
It was a big investment, but it was
either I was gonna continue to scale

598
00:28:39,505 --> 00:28:44,115
to pay for that investment or I was
gonna need to pull back the option.

599
00:28:44,860 --> 00:28:50,050
And I made the decision to scale and
that's when we hit 1, 500, 3, 000.

600
00:28:50,070 --> 00:28:52,440
That's when we started to really go.

601
00:28:52,440 --> 00:28:55,610
And as we continue to grow, we
continue to buy more machines and

602
00:28:55,610 --> 00:28:59,270
we continue to train more people to
run the machines and we continue to

603
00:28:59,270 --> 00:29:01,510
personalize in more ways than embroidery.

604
00:29:01,520 --> 00:29:05,750
We, we do printing, we do
Engraving, we do embroidery.

605
00:29:05,970 --> 00:29:09,720
So any different month there might
be, something different in your box.

606
00:29:09,720 --> 00:29:12,770
It's not always embroidered, like we might
do embroidery this month and then we're

607
00:29:12,770 --> 00:29:16,730
going to move to DTF printing next month
and we're going to have that on an item in

608
00:29:16,730 --> 00:29:19,120
it, and so it's different ways that we're.

609
00:29:19,540 --> 00:29:25,240
Now able to monogram items because
of the decision to scale and it's

610
00:29:25,250 --> 00:29:29,740
profitable and we have it all in house
now, so we have the control over it.

611
00:29:30,255 --> 00:29:31,535
Matt: Which is incredible, really.

612
00:29:31,565 --> 00:29:35,125
And I'm listening to you talk and
I'm thinking part of me thinks

613
00:29:35,165 --> 00:29:39,065
actually having a warehouse full of
all those machines will just be fun.

614
00:29:39,475 --> 00:29:41,615
It just sounds like there's a lot of fun.

615
00:29:41,915 --> 00:29:44,995
Sounds like it's very hard work
at times, and I'm sure it is.

616
00:29:45,325 --> 00:29:47,365
But it sounds like actually you.

617
00:29:48,070 --> 00:29:50,710
It comes across in your voice,
Sarah, that actually you're you

618
00:29:50,710 --> 00:29:52,200
deeply care about this business.

619
00:29:52,200 --> 00:29:53,860
You're obviously, very
passionate about it.

620
00:29:53,860 --> 00:29:58,800
And I think that's probably the secret
in a lot of ways to the success.

621
00:29:58,850 --> 00:30:02,320
It's nice all the other trips
and, and stuff that we can do in

622
00:30:02,330 --> 00:30:05,490
scaling, but I think if you've
not got that passion, I don't know

623
00:30:05,490 --> 00:30:07,000
how you do it for the long haul.

624
00:30:07,100 --> 00:30:09,350
I I think you give up quick, right?

625
00:30:09,550 --> 00:30:10,040
Sarah: You do.

626
00:30:10,040 --> 00:30:13,340
And that's what I tell a lot of my
students, Matt, because when they're

627
00:30:13,350 --> 00:30:16,060
picking something, when they're
picking their niche or they're picking

628
00:30:16,060 --> 00:30:19,170
their customer base and they're
just getting started, I tell them, I

629
00:30:19,210 --> 00:30:20,510
need you to be passionate about it.

630
00:30:20,550 --> 00:30:23,040
I need you to be able to
talk about it every day.

631
00:30:23,040 --> 00:30:23,920
I need you to get excited.

632
00:30:23,940 --> 00:30:28,930
Excited about it because if not this
E-commerce rat race that we're on is a

633
00:30:28,930 --> 00:30:34,170
roller coaster, and if we don't love what
we do, we're gonna burn out really fast.

634
00:30:34,170 --> 00:30:36,605
There are gonna be hard days and
you're like, why am I even doing this?

635
00:30:36,610 --> 00:30:37,985
I don't even like what I'm doing.

636
00:30:38,405 --> 00:30:40,265
We have to love what I we're doing.

637
00:30:40,270 --> 00:30:42,515
We have to love the
customer that we're serving.

638
00:30:42,785 --> 00:30:44,615
It's not transactional.

639
00:30:44,875 --> 00:30:46,480
I know that a lot of our brains.

640
00:30:46,855 --> 00:30:49,425
Think of things as transactional
because we want to be profitable.

641
00:30:49,425 --> 00:30:50,165
We want to make money.

642
00:30:50,165 --> 00:30:50,915
That's why we're doing this.

643
00:30:50,915 --> 00:30:51,895
We're not doing this for fun.

644
00:30:52,125 --> 00:30:55,515
I'm not out here packing
3000 boxes a day for fun.

645
00:30:55,975 --> 00:30:59,935
I'm doing it because it's building
my livelihood, but I also deeply

646
00:30:59,935 --> 00:31:03,685
care about my customers and I
deeply care about the outcome of

647
00:31:03,685 --> 00:31:05,585
this box that goes out every month.

648
00:31:05,885 --> 00:31:09,900
And if we don't have that passion
behind what we're doing, Our business

649
00:31:09,900 --> 00:31:15,060
won't be long term like to I'm about
to be 11 years old in business, okay?

650
00:31:15,440 --> 00:31:17,860
And in small business years,
that's like dog years.

651
00:31:17,870 --> 00:31:21,710
Like I feel like I'm You know what I mean?

652
00:31:21,710 --> 00:31:27,935
Like one small business year is like
dog years because so many businesses

653
00:31:27,945 --> 00:31:30,025
don't make it to the one year mark.

654
00:31:30,075 --> 00:31:33,805
So many businesses don't make it
five year mark to make it to 10 years

655
00:31:33,815 --> 00:31:35,045
of being a small business owners.

656
00:31:35,045 --> 00:31:36,145
That's a big feat.

657
00:31:36,395 --> 00:31:38,035
That's 27 dog years for me.

658
00:31:38,035 --> 00:31:39,285
And I feel every one of those.

659
00:31:40,840 --> 00:31:42,660
Matt: I feel them to my bones, man.

660
00:31:43,270 --> 00:31:47,230
No I've been in business since 1998
yeah I definitely am feeling them.

661
00:31:47,680 --> 00:31:50,610
Let's go back a little bit
Sarah, if I can, and just pick

662
00:31:50,610 --> 00:31:53,000
up on the, on this idea, right?

663
00:31:53,000 --> 00:31:55,100
Where you start is you
build an audience, right?

664
00:31:55,100 --> 00:31:55,870
This is what you do.

665
00:31:55,900 --> 00:31:56,820
How do you.

666
00:31:56,870 --> 00:31:59,750
What are some of the things, I mean you've
talked about doing Facebook lives, but

667
00:31:59,750 --> 00:32:04,840
what are some of the things that people
should be thinking about if they, and in

668
00:32:04,840 --> 00:32:08,900
a lot of ways I'm quite fortunate because
if I started something for a niche, we've

669
00:32:08,900 --> 00:32:13,130
got probably that niche, I've got, a
hundred thousand emails, I've got that

670
00:32:13,150 --> 00:32:16,980
audience to start something in if I'm not
already doing that subscription business,

671
00:32:16,980 --> 00:32:18,930
but let's assume I haven't, right?

672
00:32:18,980 --> 00:32:23,165
And I'm starting with very
relatively minor skills.

673
00:32:23,625 --> 00:32:24,815
What's your advice?

674
00:32:25,995 --> 00:32:28,895
Sarah: So we got to build our following
and we've got to build our list.

675
00:32:28,925 --> 00:32:32,325
And those are the two places that
we really have to hone in on.

676
00:32:32,755 --> 00:32:36,585
And we do that by serving before we sell.

677
00:32:36,715 --> 00:32:37,125
Okay.

678
00:32:37,125 --> 00:32:39,580
So that's, Something that I teach a lot.

679
00:32:39,580 --> 00:32:42,980
We've got to serve our audience before
we ask them to buy something from us.

680
00:32:42,980 --> 00:32:46,890
And that's how we create
these really loyal customers.

681
00:32:46,890 --> 00:32:49,450
So in what way can you
serve your audience?

682
00:32:49,460 --> 00:32:51,820
So if I think about somebody
wanting to start something in a

683
00:32:51,820 --> 00:32:54,700
pet industry what pet is that?

684
00:32:54,710 --> 00:32:56,880
Like we have a amazing
box in our community.

685
00:32:56,880 --> 00:32:57,900
It's a guinea pig box.

686
00:32:57,920 --> 00:33:00,620
And she has tons of subscribers,
but it's for guinea pigs.

687
00:33:00,930 --> 00:33:03,580
So how could you serve
the guinea pig community?

688
00:33:03,795 --> 00:33:06,345
For you show up and start
selling them a subscription box.

689
00:33:06,695 --> 00:33:09,585
It's like, how often should
I clean my guinea pig cage?

690
00:33:09,755 --> 00:33:11,995
What does it mean when my
guinea pig's not eating?

691
00:33:12,005 --> 00:33:16,435
Like, how are we going to serve these
people so they'll start to follow us?

692
00:33:16,465 --> 00:33:18,555
And so that's what we
have to put out first.

693
00:33:18,765 --> 00:33:21,285
It's that content that gets us noted.

694
00:33:21,590 --> 00:33:23,490
As the guinea pig expert, right?

695
00:33:23,740 --> 00:33:25,580
So that could be some opt ins.

696
00:33:25,810 --> 00:33:27,080
That's going to be building our list.

697
00:33:27,090 --> 00:33:30,300
That could be, your 10 point checklist
on how to care for your guinea pigs.

698
00:33:30,320 --> 00:33:30,520
Okay.

699
00:33:30,520 --> 00:33:31,870
That's a great opt in.

700
00:33:32,160 --> 00:33:36,670
We know everyone opting into that is
a guinea pig owner, and then we're

701
00:33:36,670 --> 00:33:38,110
going to sell them a guinea pig box.

702
00:33:38,180 --> 00:33:38,550
Okay.

703
00:33:38,550 --> 00:33:43,800
So it's finding that niche and
then how can you serve that niche?

704
00:33:43,860 --> 00:33:44,370
Okay.

705
00:33:44,370 --> 00:33:47,000
And so for me, I have more of a.

706
00:33:47,345 --> 00:33:48,845
Want based subscription.

707
00:33:48,845 --> 00:33:49,575
It's just fun.

708
00:33:49,575 --> 00:33:50,215
It's just cute.

709
00:33:50,215 --> 00:33:50,915
It's just pretty.

710
00:33:50,915 --> 00:33:52,175
Like it's just a girly thing.

711
00:33:52,475 --> 00:33:57,985
So one opt in that works really well for
me and my business are phone wallpapers.

712
00:33:58,425 --> 00:34:01,335
And Matt, if you're not familiar
with it, it's just this cute little

713
00:34:01,335 --> 00:34:03,045
design that's on your phone screen.

714
00:34:03,385 --> 00:34:07,915
And I make them their, that's
my t shirt design for the month.

715
00:34:08,005 --> 00:34:12,015
So if they like this little wallpaper
enough to give me their email address

716
00:34:12,025 --> 00:34:15,265
so they can download it to their phone
for free, they're probably gonna like

717
00:34:15,265 --> 00:34:18,655
my t shirt design because it's the
exact same design that's on my t shirt.

718
00:34:19,080 --> 00:34:22,770
And now I can sell them into my t shirt
subscription through an automation.

719
00:34:23,030 --> 00:34:27,050
So I'm building the list first,
I'm building my following.

720
00:34:27,050 --> 00:34:28,980
And the ways that we can build
our following is publishing

721
00:34:28,980 --> 00:34:30,120
content that's serving.

722
00:34:30,350 --> 00:34:32,600
I also love to do page like ads.

723
00:34:33,010 --> 00:34:35,160
Those build a following really well.

724
00:34:35,580 --> 00:34:38,760
We can typically get a page like
for under 50 cents right now.

725
00:34:38,760 --> 00:34:42,800
So if you could start to build, a
thousand followers from a page like

726
00:34:42,800 --> 00:34:45,890
ad right in the beginning stage of
your business, then you're going

727
00:34:45,890 --> 00:34:47,240
to have somebody to market to.

728
00:34:47,240 --> 00:34:51,690
That's one of the biggest issues we have
as small business owners is we get ready,

729
00:34:51,690 --> 00:34:53,510
we built this great subscription box.

730
00:34:53,510 --> 00:34:55,620
It's going to be wonderful, but we
don't have anybody to sell it to

731
00:34:55,620 --> 00:34:57,980
because we haven't built our list
and we haven't built our following.

732
00:34:58,485 --> 00:35:01,075
But a page like ad could just be me.

733
00:35:01,225 --> 00:35:02,545
We got to have that connection point.

734
00:35:02,645 --> 00:35:04,025
I want to see your face.

735
00:35:04,075 --> 00:35:05,975
That's our superpower
with small businesses.

736
00:35:05,985 --> 00:35:07,355
We're not a brand, we're a person.

737
00:35:08,025 --> 00:35:12,145
And I could be wearing a monogrammed
pullover, have my monogram on it.

738
00:35:12,425 --> 00:35:16,145
And I could have a bag that has
my monogram on it, on my arm.

739
00:35:16,195 --> 00:35:16,535
Okay.

740
00:35:16,535 --> 00:35:18,695
So this is what I do.

741
00:35:19,025 --> 00:35:22,345
If you like the fact that I
have monograms on my outfit.

742
00:35:22,645 --> 00:35:24,675
You're going to stop your
scroll and you're going to read

743
00:35:24,675 --> 00:35:26,405
my page like, Hey, I'm Sarah.

744
00:35:26,585 --> 00:35:28,035
I'm from a small town in Texas.

745
00:35:28,035 --> 00:35:29,335
I'm a mom of two teenagers.

746
00:35:29,365 --> 00:35:30,965
I love tacos and margaritas.

747
00:35:31,235 --> 00:35:33,635
And around here, we
personalize everything.

748
00:35:33,635 --> 00:35:36,145
If it's not moving, we monogram it.

749
00:35:36,185 --> 00:35:40,045
And if somebody Love is a monogram.

750
00:35:40,685 --> 00:35:44,365
They're going to like what I'm wearing
or holding and they're and it's a

751
00:35:44,575 --> 00:35:47,265
page like ad, so it has the button,
the little thumb buttons on Facebook

752
00:35:47,525 --> 00:35:49,545
so I can instantly like her page.

753
00:35:49,865 --> 00:35:51,685
Now they're going to
start to see my content.

754
00:35:51,975 --> 00:35:54,205
Now that hopefully they're going
to start to interact with me.

755
00:35:54,470 --> 00:35:58,250
Now when I go live, I have someone new
that I can get to know and trust me.

756
00:35:58,490 --> 00:36:00,790
And that's how I'm continuing
to build my audience.

757
00:36:00,800 --> 00:36:02,210
And that's how you can
do it in the beginning.

758
00:36:02,420 --> 00:36:05,830
And I still run a page like ad
every single month of all year long.

759
00:36:05,850 --> 00:36:09,050
I run a page like to cold
audiences because I have to

760
00:36:09,050 --> 00:36:10,480
continue to grow my following.

761
00:36:10,690 --> 00:36:14,930
I have to continue to grow my list, or I'm
going to keep showing up and selling to

762
00:36:14,930 --> 00:36:17,360
the exact same person every single month.

763
00:36:17,360 --> 00:36:18,750
And I'm never going to grow.

764
00:36:18,990 --> 00:36:21,740
I'm going to have cancellations
every month in my subscription.

765
00:36:21,900 --> 00:36:22,820
It's a guarantee.

766
00:36:23,145 --> 00:36:24,225
It is a guarantee.

767
00:36:24,575 --> 00:36:28,685
If I don't go after a new audience
every month, that number is going

768
00:36:28,685 --> 00:36:32,865
to dwindle and dwindle because I
don't have anyone new to sell to.

769
00:36:33,235 --> 00:36:36,505
And so we have to do that every
single month as eCommerce businesses.

770
00:36:37,365 --> 00:36:38,065
Matt: I love that.

771
00:36:38,425 --> 00:36:41,465
You know what you remind me of,
Sari, as you were talking there is

772
00:36:41,465 --> 00:36:43,565
do you remember at Sub Summit 2023?

773
00:36:43,605 --> 00:36:46,605
Going back in time, all that
distance in our memories Neil,

774
00:36:46,615 --> 00:36:48,105
did you hear Neil Hoyne speak?

775
00:36:48,295 --> 00:36:50,225
The Google strategist guy?

776
00:36:50,825 --> 00:36:54,995
He was one of the main speakers
at the, on the stage and I, he's

777
00:36:54,995 --> 00:36:57,975
been on the podcast, actually, as
we speak, his episode is out live.

778
00:36:58,465 --> 00:36:59,785
Really fascinating chap.

779
00:36:59,815 --> 00:37:03,425
And he was talking about, data and Google
strategy and all this sort of stuff.

780
00:37:03,455 --> 00:37:04,345
And it was fascinating.

781
00:37:05,425 --> 00:37:09,055
And he was talking about the personas
that marketing people have which

782
00:37:09,055 --> 00:37:10,335
I thought was really fascinating.

783
00:37:10,435 --> 00:37:13,125
So the actual marketers themselves
have these sort of personas.

784
00:37:13,125 --> 00:37:19,675
And the first one he talked about, Was
the bar persona and the bar persona.

785
00:37:19,675 --> 00:37:20,935
He said, picture the scene.

786
00:37:21,465 --> 00:37:24,435
There's a chap obviously my
language here, he's not English.

787
00:37:24,535 --> 00:37:29,135
There's a chap walks into a
bar and he basically goes up to

788
00:37:29,135 --> 00:37:32,525
every woman in the bar and says
you marry me just straight away.

789
00:37:32,525 --> 00:37:33,935
And of course most of
'em are gonna say no.

790
00:37:33,935 --> 00:37:35,070
And he said, this is what.

791
00:37:35,600 --> 00:37:38,570
The Bar Persona marketer is they just
literally, they show up and they're

792
00:37:38,570 --> 00:37:40,160
like, buy my stuff straight away.

793
00:37:40,560 --> 00:37:41,730
There's no courtship.

794
00:37:41,770 --> 00:37:44,060
There's no there's no drawing you in.

795
00:37:44,060 --> 00:37:48,040
And I thought it was a really
good analogy of what we try and

796
00:37:48,040 --> 00:37:49,500
do sometimes with our marketing.

797
00:37:49,510 --> 00:37:50,970
It's just here, boom, buy it.

798
00:37:51,430 --> 00:37:53,740
Rather than, hey, let's get to
know each other a little bit.

799
00:37:53,740 --> 00:37:54,770
Which is what he talked about.

800
00:37:54,770 --> 00:37:55,810
And so this is why.

801
00:37:56,315 --> 00:38:00,345
Your page like strategy and just
delivering value to people before

802
00:38:00,655 --> 00:38:03,155
serve them before you sell them
I think is a really good thing.

803
00:38:03,165 --> 00:38:03,825
Are you all right there?

804
00:38:03,825 --> 00:38:05,105
Yeah, you seem to be coughing a

805
00:38:07,425 --> 00:38:08,665
Sarah: I'm trying not
to cough on the podcast.

806
00:38:11,145 --> 00:38:13,805
Matt: The trouble is the more you
hold it in the worse it gets right

807
00:38:13,865 --> 00:38:14,475
Sarah: Exactly.

808
00:38:14,555 --> 00:38:14,935
Exactly.

809
00:38:15,655 --> 00:38:16,055
Matt: Been there.

810
00:38:16,525 --> 00:38:20,825
So yes, sorry all of that said It
just connects me back to what Neil

811
00:38:20,825 --> 00:38:24,830
Horne was talking about And so
you're still doing the same strategy.

812
00:38:24,830 --> 00:38:27,550
Sarah: This point in
my business, it works.

813
00:38:27,920 --> 00:38:33,290
And this is what I think as we get, Later
in business, as we get more established,

814
00:38:33,290 --> 00:38:36,560
more polished in business, we think
we have to keep jumping through hoops

815
00:38:36,560 --> 00:38:38,620
and trying all these new fun things.

816
00:38:39,150 --> 00:38:42,790
But when we just go back to the basics,
what built our business and just

817
00:38:43,010 --> 00:38:46,280
re energize them, the basics work.

818
00:38:46,320 --> 00:38:48,280
We just have to keep working them.

819
00:38:49,340 --> 00:38:55,420
Matt: do you let's say I am going to
do a subscription box where my key

820
00:38:55,420 --> 00:38:59,590
target audience is probably more,
say, Instagram based rather than

821
00:38:59,590 --> 00:39:04,280
Facebook based, are you still doing
the page like ads because Facebook is

822
00:39:04,280 --> 00:39:08,430
so big that at least some part of your
audience will be on Facebook or are

823
00:39:08,430 --> 00:39:10,210
you doing something entirely different?

824
00:39:11,695 --> 00:39:15,455
Sarah: think if you are focused
only on Instagram, you're leaving

825
00:39:15,455 --> 00:39:16,855
money on the table with Facebook.

826
00:39:17,465 --> 00:39:19,405
And I can see it with my own students.

827
00:39:19,415 --> 00:39:23,725
Some of them are very big on Instagram
and it's very different from the way I am

828
00:39:23,725 --> 00:39:25,625
because my audience is mostly on Facebook.

829
00:39:26,055 --> 00:39:30,465
But when I challenge them to lean
into Facebook a little bit more,

830
00:39:30,765 --> 00:39:32,855
they are amazed at the result.

831
00:39:33,110 --> 00:39:38,310
Because they've focused on Instagram
so much, they didn't see Facebook

832
00:39:38,310 --> 00:39:42,080
as being viable, and they didn't
see their audience being viable.

833
00:39:42,420 --> 00:39:47,300
But what's happening is, they've
missed a whole section of people

834
00:39:47,570 --> 00:39:49,360
that now they're tapping into.

835
00:39:49,605 --> 00:39:55,045
And it's incredible to see their
results on Facebook when their Instagram

836
00:39:55,045 --> 00:39:59,715
could have 30, 000 followers and their
Facebook could have 300 followers because

837
00:39:59,715 --> 00:40:01,125
they don't put any attention to it.

838
00:40:01,405 --> 00:40:05,635
And when I challenged them for a month,
focus on Facebook for a month, and they're

839
00:40:05,635 --> 00:40:09,515
getting, they're going live on Facebook
and they're getting sales instantly.

840
00:40:10,000 --> 00:40:14,510
They're shocked by it so I would
tell our Instagrammers not to count

841
00:40:14,510 --> 00:40:19,180
Facebook out because it's still
very viable for a lot of businesses.

842
00:40:20,155 --> 00:40:21,905
Matt: Yeah, I love that.

843
00:40:21,945 --> 00:40:26,225
I still see whenever we do live
streams, we're with YouTube.

844
00:40:26,225 --> 00:40:28,505
We have a different company
that does podcast productions.

845
00:40:28,505 --> 00:40:31,205
And so we see the live streams
going out, whether it's Facebook

846
00:40:31,845 --> 00:40:35,685
YouTube, even Instagram lives in
a lot of ways, by far the most

847
00:40:35,685 --> 00:40:37,275
engagement you get is on Facebook.

848
00:40:37,725 --> 00:40:41,665
It's really quite fascinating, even still
today, the comments, because you can reply

849
00:40:41,665 --> 00:40:44,835
under comments and that can start little
conversations, you can't really do that

850
00:40:44,835 --> 00:40:50,115
on YouTube, it's just all very linear
it's still, and the ability to instantly

851
00:40:50,115 --> 00:40:53,705
share that live onto your Facebook feed.

852
00:40:54,280 --> 00:40:55,730
Without really thinking about it.

853
00:40:55,760 --> 00:40:58,810
Whereas if I want to show you a YouTube
live stream where am I sharing that to?

854
00:40:58,810 --> 00:41:02,050
I now have to open up Facebook to share
it because it's, do you see what I mean?

855
00:41:02,050 --> 00:41:03,450
There's no feed to share it to.

856
00:41:04,060 --> 00:41:07,730
And so all these things means to
me, like Facebook's not going away

857
00:41:07,730 --> 00:41:11,350
and the engagement still, it's still
out does everything else, and we've

858
00:41:11,370 --> 00:41:14,760
tried them all and it just fascinates
me that it's it's just there.

859
00:41:14,770 --> 00:41:16,010
It's just not going anywhere.

860
00:41:16,010 --> 00:41:16,300
Is it?

861
00:41:16,300 --> 00:41:17,590
It intrigues me.

862
00:41:18,240 --> 00:41:18,580
Sarah: Yeah.

863
00:41:18,890 --> 00:41:21,210
And people are like Facebook is dead.

864
00:41:21,430 --> 00:41:23,510
If Facebook's dead, it's
cause you're not using it.

865
00:41:24,130 --> 00:41:28,790
And that's what I, that's what I tell
them because Facebook is very much still.

866
00:41:29,190 --> 00:41:34,360
And if you look at Facebook users right
now, they're the ones that have the money.

867
00:41:34,740 --> 00:41:39,870
They're in that age range where
they have expendable income.

868
00:41:39,880 --> 00:41:44,750
They have they have the extra income
to spend on the things, the luxury

869
00:41:44,780 --> 00:41:48,090
items or the additional items,
the, not the needs, but the wants.

870
00:41:48,460 --> 00:41:52,360
And so you're not tapping into
that audience you're leaving

871
00:41:52,360 --> 00:41:53,430
a lot of money on the table.

872
00:41:53,840 --> 00:41:54,210
Matt: Brilliant.

873
00:41:54,820 --> 00:41:56,310
So the strategy then is simple, isn't it?

874
00:41:56,310 --> 00:41:59,180
Grow your audience don't count out
Facebook, have a look on Facebook,

875
00:41:59,180 --> 00:42:03,000
serve your audience, deliver content, be
constant, show up, do the live streams,

876
00:42:03,030 --> 00:42:07,410
even if you really don't want to do the
live streams and someone always says to me

877
00:42:07,410 --> 00:42:10,885
whenever I say this about live shopping,
I'm actually I'm going to ask you,

878
00:42:10,895 --> 00:42:15,285
Sarah, because I get this asked a lot,
but I've only got one, one, two, three,

879
00:42:15,285 --> 00:42:16,745
four products, a handful of products.

880
00:42:17,265 --> 00:42:19,575
It's not like I can turn up to
every live stream and do something

881
00:42:19,575 --> 00:42:21,165
different or model some new clothing.

882
00:42:21,635 --> 00:42:22,845
How would you respond to that?

883
00:42:24,335 --> 00:42:28,595
Sarah: would respond with, you've
got to make it entertainment.

884
00:42:28,865 --> 00:42:29,175
Okay.

885
00:42:29,175 --> 00:42:32,095
So if you only have a handful of products
and those are your core products and

886
00:42:32,095 --> 00:42:35,935
that's what you sell all the time,
you've got to show benefits of these.

887
00:42:35,935 --> 00:42:38,795
You've got to show different ways
people are using your products.

888
00:42:39,085 --> 00:42:42,125
You also just need to give
some entertainment factor.

889
00:42:42,125 --> 00:42:47,240
It's not always about buy buy, but it's
like, What are you doing for the day?

890
00:42:47,300 --> 00:42:48,150
What are you into?

891
00:42:48,170 --> 00:42:49,760
You could be making
something in your kitchen.

892
00:42:49,760 --> 00:42:55,820
If you're, if your audience is a
woman of my age, which my audience is,

893
00:42:55,890 --> 00:42:59,830
they're going to watch me put together
broccoli soup in my crock pot today.

894
00:42:59,850 --> 00:43:02,677
And that's an entertainment
factor for them.

895
00:43:02,677 --> 00:43:04,960
That's why people are on social media.

896
00:43:05,430 --> 00:43:06,900
They're not on social media to buy.

897
00:43:06,950 --> 00:43:08,630
They're on social media for entertainment.

898
00:43:08,900 --> 00:43:13,000
So if you don't have anything that, if
you feel like you've, All four of your

899
00:43:13,000 --> 00:43:15,190
products this week do something different.

900
00:43:15,190 --> 00:43:18,680
Maybe you're using something in your
everyday life that is your product and

901
00:43:18,680 --> 00:43:20,450
you can show them how you're using it.

902
00:43:20,450 --> 00:43:22,050
You're not selling them anything.

903
00:43:22,060 --> 00:43:22,470
You're just.

904
00:43:22,850 --> 00:43:24,360
You're just serving them.

905
00:43:24,690 --> 00:43:25,850
Who's your customer?

906
00:43:25,850 --> 00:43:29,130
My customer needs a crockpot meal
for tonight because they got kids

907
00:43:29,150 --> 00:43:31,420
to feed and they've been working
all day and they are tired.

908
00:43:31,640 --> 00:43:34,880
They're gonna tune in and they're
gonna see what I'm cooking in the

909
00:43:34,880 --> 00:43:36,970
kitchen and they're gonna relate to me.

910
00:43:37,260 --> 00:43:40,940
And then when they see that cute
monogram bag in their feed from one

911
00:43:40,940 --> 00:43:45,130
of my ads or one of my posts, they're
gonna be like, oh, yeah, I love Sarah's

912
00:43:45,130 --> 00:43:47,680
stuff because I'm a person to them.

913
00:43:48,090 --> 00:43:51,255
So don't worry so much about
live selling all the time.

914
00:43:51,975 --> 00:43:55,485
How can we be entertaining to
people in our audience and how

915
00:43:55,485 --> 00:43:57,045
could we attract more people?

916
00:43:57,265 --> 00:44:00,385
If someone then shares my broccoli
soup that I'm making in the crock

917
00:44:00,385 --> 00:44:03,825
pot on their Facebook feed, I'm sure
other moms are going to go look at

918
00:44:03,825 --> 00:44:07,395
that and I might have a potential of
having a new customer see my stuff.

919
00:44:08,005 --> 00:44:12,475
So you don't have to worry about
having these perfectly polished branded

920
00:44:12,685 --> 00:44:14,875
Instagram pages and Facebook pages.

921
00:44:15,255 --> 00:44:17,265
We just want to be real.

922
00:44:17,615 --> 00:44:20,705
Like people just want to
engage with real people.

923
00:44:20,925 --> 00:44:22,445
They want to be entertained.

924
00:44:22,455 --> 00:44:23,845
They want to be lifted up.

925
00:44:23,855 --> 00:44:26,735
They want to feel like they're part
of something bigger than themselves.

926
00:44:27,005 --> 00:44:29,005
That's all social media is.

927
00:44:29,230 --> 00:44:30,880
Matt: Yeah, that's super powerful.

928
00:44:31,190 --> 00:44:32,320
It's why I love podcasting.

929
00:44:32,850 --> 00:44:36,070
And I because it's easy content creation.

930
00:44:36,070 --> 00:44:36,780
I'm not going to lie.

931
00:44:37,080 --> 00:44:39,700
If I think about the last
45 minutes to an hour.

932
00:44:39,710 --> 00:44:40,540
We've been going.

933
00:44:41,730 --> 00:44:43,230
I've not had to think about anything.

934
00:44:43,230 --> 00:44:45,930
It's all, I'm just asking you questions
and picking your brain, right?

935
00:44:45,930 --> 00:44:47,520
It's none of this has come from me.

936
00:44:47,960 --> 00:44:49,470
Which is, so it makes it easy.

937
00:44:49,500 --> 00:44:50,650
It's a wonderful conversation.

938
00:44:50,650 --> 00:44:51,240
It's entertaining.

939
00:44:51,240 --> 00:44:52,220
People get drawn in.

940
00:44:52,640 --> 00:44:55,500
And we constantly show up and now we
have thousands of people listening to

941
00:44:55,500 --> 00:44:57,050
the podcast, which is just brilliant.

942
00:44:57,050 --> 00:44:58,880
I definitely don't take it for granted.

943
00:44:59,540 --> 00:45:02,126
Sarah: Is how you are
serving your audience, right?

944
00:45:02,126 --> 00:45:05,716
You're serving your audience
in this way before you ever ask

945
00:45:05,716 --> 00:45:07,226
them to buy any of your products.

946
00:45:07,556 --> 00:45:09,596
You are teaching them who you are.

947
00:45:09,596 --> 00:45:13,696
You are letting them know and trust
you by your inflections in your voice

948
00:45:13,726 --> 00:45:17,046
or the jokes that you may, they're
getting to know your personality.

949
00:45:17,046 --> 00:45:18,646
This is your live, right?

950
00:45:18,946 --> 00:45:22,056
So the people watching you on video
as we're recording this podcast

951
00:45:22,086 --> 00:45:24,916
and the people listening in their
earbuds, they're hearing our voice.

952
00:45:25,471 --> 00:45:27,101
which is so personal.

953
00:45:27,301 --> 00:45:31,791
They're getting to know us on that
level because we're just normal people.

954
00:45:31,821 --> 00:45:34,161
We're just talking about
the things we talk about.

955
00:45:34,461 --> 00:45:37,341
And that's how you're building your
audience and you're serving your audience.

956
00:45:38,851 --> 00:45:39,141
Matt: true.

957
00:45:39,441 --> 00:45:42,551
And actually, 75 percent of people
that listen to podcasts are either in

958
00:45:42,551 --> 00:45:44,101
the car or they're walking the dog.

959
00:45:44,411 --> 00:45:47,531
You're in very personal space when
they're engaging with what you're saying.

960
00:45:47,941 --> 00:45:52,451
Which makes it quite an extraordinary
medium, but anyway, Sarah, listen,

961
00:45:52,451 --> 00:45:55,421
I'm very aware of the time and
you've been super generous so far.

962
00:45:55,721 --> 00:45:58,461
If people want to reach out to you,
if they want to connect with you,

963
00:45:58,481 --> 00:46:02,781
find out more about your book, your
course, your coaching, where do we go?

964
00:46:02,781 --> 00:46:03,477
Fantastic.

965
00:46:03,561 --> 00:46:05,561
Sarah: Just come over to launchyourbox.

966
00:46:05,591 --> 00:46:06,021
com.

967
00:46:06,141 --> 00:46:09,281
Super easy to remember as you're
walking the dog, launchyourbox.

968
00:46:09,281 --> 00:46:09,311
com.

969
00:46:09,831 --> 00:46:12,681
You will find everything
that I do over there.

970
00:46:12,711 --> 00:46:14,121
You can follow me on the socials.

971
00:46:14,161 --> 00:46:17,641
I go live every Monday for a good
little business pep talk if you need

972
00:46:17,641 --> 00:46:19,371
that in your ear on Monday morning.

973
00:46:19,731 --> 00:46:22,001
And I have a wonderful podcast as well.

974
00:46:22,031 --> 00:46:25,911
I show up every week and deliver great
content, strategies, tactics, and some

975
00:46:25,911 --> 00:46:27,471
great interviews with my students.

976
00:46:27,491 --> 00:46:29,531
And that's the Launch
Your Box podcast as well.

977
00:46:29,931 --> 00:46:31,161
Matt: podcast.

978
00:46:31,161 --> 00:46:31,911
I'm a subscriber.

979
00:46:31,931 --> 00:46:32,701
I do listen to it.

980
00:46:33,401 --> 00:46:35,221
Fascinating some of the
stuff that comes out.

981
00:46:35,221 --> 00:46:37,841
I'm like, Ooh, I take
some notes which is great.

982
00:46:37,861 --> 00:46:38,731
So do check it out.

983
00:46:38,731 --> 00:46:39,811
LaunchYourBox.

984
00:46:39,861 --> 00:46:42,241
com is the website to go to.

985
00:46:42,251 --> 00:46:46,281
We will of course link to all of that
in the show notes which you can get

986
00:46:46,291 --> 00:46:49,551
along for free with transcripts on the
website, or it's come into your email.

987
00:46:49,551 --> 00:46:53,701
If you've already signed up,
listen, Sarah, I thank you so

988
00:46:53,861 --> 00:46:54,951
much for coming on the show.

989
00:46:55,031 --> 00:46:55,901
Super grateful.

990
00:46:55,901 --> 00:46:56,951
Love the conversation.

991
00:46:57,341 --> 00:46:58,121
Do you know what I loved?

992
00:46:58,346 --> 00:47:01,226
Your passion, and I love the
simplicity of the message.

993
00:47:01,226 --> 00:47:03,326
It's not complex what
you're talking about.

994
00:47:03,786 --> 00:47:05,346
You've just gotta graft a little bit.

995
00:47:05,556 --> 00:47:08,226
I dunno if that translate
actually that translate across.

996
00:47:08,616 --> 00:47:10,506
It's gotta work a little
bit, hustle a little bit.

997
00:47:10,916 --> 00:47:12,716
Be passionate, show up, be consistent.

998
00:47:12,716 --> 00:47:16,186
But I love the simplicity of your
message and love what you're doing.

999
00:47:16,186 --> 00:47:20,211
Thank you for just being so awesome today
and bringing all that to our audience.

1000
00:47:21,277 --> 00:47:22,137
Sarah: Thank you for having me.

1001
00:47:22,137 --> 00:47:22,667
I enjoyed it.

1002
00:47:22,687 --> 00:47:24,357
I could, we could talk
about this all day long,

1003
00:47:24,357 --> 00:47:24,667
couldn't we?

1004
00:47:24,691 --> 00:47:26,601
Matt: I feel like we're just getting
warmed up, if I'm honest with you.

1005
00:47:28,531 --> 00:47:31,981
So many more questions,
but no, it's fantastic.

1006
00:47:32,481 --> 00:47:36,211
Also a big shout out to today's
show sponsor, the eCommerce Cohort.

1007
00:47:36,221 --> 00:47:39,221
Remember to check out that
membership group, ecommercecohort.

1008
00:47:39,791 --> 00:47:40,711
com, you're going to want to be in it.

1009
00:47:40,926 --> 00:47:41,826
Because I'm in it.

1010
00:47:41,866 --> 00:47:42,816
So why would you not be in it?

1011
00:47:42,866 --> 00:47:43,596
It's just, it's the way it is.

1012
00:47:44,856 --> 00:47:47,956
Also, be sure to follow the eCommerce
Podcast wherever you get your

1013
00:47:48,166 --> 00:47:50,936
podcasts from, because we've got some
more great conversations lined up.

1014
00:47:51,386 --> 00:47:53,346
I don't want you to miss any of them.

1015
00:47:53,616 --> 00:47:56,646
And in case no one has told you
yet today, let me be the first.

1016
00:47:56,656 --> 00:47:57,986
You are awesome.

1017
00:47:58,076 --> 00:47:58,586
Yes, you are.

1018
00:47:58,596 --> 00:47:59,446
Created awesome.

1019
00:47:59,736 --> 00:48:01,696
It's just a burden you have to bear.

1020
00:48:01,986 --> 00:48:02,906
Sarah has to bear it.

1021
00:48:03,286 --> 00:48:04,056
I've got to bear it.

1022
00:48:04,521 --> 00:48:05,441
You've got to bear it as well.

1023
00:48:05,871 --> 00:48:08,691
Now, the eCommerce Podcast
is produced by Aurion Media.

1024
00:48:08,691 --> 00:48:12,501
You can find our entire archive of
episodes on your favorite podcast app.

1025
00:48:12,501 --> 00:48:16,331
The team that makes this show
possible is the beautiful, amazing,

1026
00:48:16,331 --> 00:48:20,581
talented Sadaf Beynon and equally
beautiful, talented Tanya Hutsuliak.

1027
00:48:20,901 --> 00:48:22,661
Theme song was written by Josh Edmundson.

1028
00:48:22,701 --> 00:48:25,751
And as I mentioned, if you would
like to read the transcript or show

1029
00:48:25,831 --> 00:48:27,401
notes, head over to the website.

1030
00:48:27,431 --> 00:48:28,971
You know it by now, eCommercePodcast.

1031
00:48:30,041 --> 00:48:30,071
com.

1032
00:48:30,671 --> 00:48:34,491
That's it from me, that's it
from Sarah, thank you so much for

1033
00:48:34,491 --> 00:48:37,601
joining us, have a fantastic week,
wherever you are in the world, I'll

1034
00:48:37,601 --> 00:48:39,091
see you next time, bye for now.