1 00:00:01,050 --> 00:00:04,890 Gift biz unwrapped episode 163. 2 00:00:05,670 --> 00:00:07,110 Today's your lucky day. 3 00:00:07,710 --> 00:00:10,500 I'm going to give you a sneak peek into my new 4 00:00:10,500 --> 00:00:13,250 book. Attention gifters bakers, 5 00:00:13,250 --> 00:00:16,880 crafters, and makers pursuing your dream can be fun. 6 00:00:17,150 --> 00:00:20,570 Whether you have an established business or looking to start one. 7 00:00:20,570 --> 00:00:23,240 Now you are in the right place. 8 00:00:23,510 --> 00:00:25,880 This is gift to biz unwrapped, 9 00:00:26,090 --> 00:00:29,720 helping you turn your skill into a flourishing business. 10 00:00:29,990 --> 00:00:31,340 Join us for an episode, 11 00:00:31,340 --> 00:00:33,530 packed full of invaluable guidance, 12 00:00:33,680 --> 00:00:36,530 resources, and the support you need to grow. 13 00:00:36,530 --> 00:00:40,430 Your gift biz here is your host gift biz gal, 14 00:00:40,580 --> 00:00:43,580 Sue moon Heights maker, 15 00:00:43,910 --> 00:00:46,010 Master find and fix. 16 00:00:46,100 --> 00:00:49,070 What's not working in your small business. 17 00:00:49,940 --> 00:00:56,330 This book has been in my heart for years and truth 18 00:00:56,330 --> 00:00:58,790 be told it's been an outline form. 19 00:00:58,820 --> 00:01:00,860 Also for the last two years, 20 00:01:01,280 --> 00:01:03,740 I decided 2018. 21 00:01:03,770 --> 00:01:06,770 This was the year when I needed to get this done 22 00:01:06,830 --> 00:01:09,380 and get this information out to you. 23 00:01:10,100 --> 00:01:13,280 The idea for this book started many years ago, 24 00:01:13,280 --> 00:01:16,340 actually, when I would be out at trade shows with my 25 00:01:16,340 --> 00:01:17,120 other company, 26 00:01:17,150 --> 00:01:18,380 the ribbon print company, 27 00:01:18,740 --> 00:01:21,980 people would come up to the booth and they would look 28 00:01:21,980 --> 00:01:24,200 at our product and get a demo. 29 00:01:24,260 --> 00:01:27,680 And there would be a couple of reactions if they weren't 30 00:01:27,680 --> 00:01:30,470 going to buy the ribbon print system right at the show, 31 00:01:30,830 --> 00:01:32,600 the first reaction would be, 32 00:01:32,750 --> 00:01:33,470 Oh my gosh, 33 00:01:33,530 --> 00:01:34,730 this is so great. 34 00:01:35,000 --> 00:01:36,950 When I start my business, 35 00:01:37,160 --> 00:01:40,790 I've got to have this product and I'd say, 36 00:01:40,790 --> 00:01:41,720 okay, great. 37 00:01:41,720 --> 00:01:43,190 Well, what business are you starting? 38 00:01:43,190 --> 00:01:44,300 When are you doing it? 39 00:01:44,300 --> 00:01:45,380 What are you doing? 40 00:01:45,770 --> 00:01:47,630 And over and over again, 41 00:01:47,660 --> 00:01:49,670 the result would be well, 42 00:01:49,670 --> 00:01:52,490 I'm just not sure what to do first. 43 00:01:52,790 --> 00:01:54,200 So that would be one reaction. 44 00:01:54,200 --> 00:01:56,930 We get another reaction we'd get would be, 45 00:01:57,080 --> 00:01:59,180 Oh, I love this product. 46 00:01:59,360 --> 00:02:01,610 When my business is making enough money, 47 00:02:02,060 --> 00:02:03,440 I want to get this product. 48 00:02:03,890 --> 00:02:05,540 And so we talked through that a little bit. 49 00:02:05,540 --> 00:02:06,530 Well, what are you doing? 50 00:02:06,530 --> 00:02:07,760 Where are you stuck? 51 00:02:07,790 --> 00:02:08,930 That type of thing. 52 00:02:09,200 --> 00:02:15,050 And that is actually the Genesis of this podcast to really, 53 00:02:15,230 --> 00:02:18,230 but also where I got the initial idea that I wanted 54 00:02:18,230 --> 00:02:19,190 to write a book. 55 00:02:20,030 --> 00:02:22,790 There were so many people specially you, 56 00:02:22,790 --> 00:02:23,900 my dear audience, 57 00:02:23,930 --> 00:02:25,100 gifters bakers, 58 00:02:25,100 --> 00:02:29,780 crafters, and makers who start a business right away and then 59 00:02:30,050 --> 00:02:30,830 get stuck. 60 00:02:31,220 --> 00:02:34,820 The sad thing is you've seen other people who are succeeding 61 00:02:34,820 --> 00:02:35,840 and you're frustrated. 62 00:02:36,170 --> 00:02:38,000 Why is this not working for me? 63 00:02:38,480 --> 00:02:42,440 My goal is to see all of your businesses get started 64 00:02:42,560 --> 00:02:47,720 and then flourish and blossom into everything you dream that they 65 00:02:47,750 --> 00:02:48,410 should be. 66 00:02:48,980 --> 00:02:52,040 And that is the sole purpose behind this book. 67 00:02:52,640 --> 00:02:55,280 So today what I thought I'd do is share with you 68 00:02:55,280 --> 00:02:57,980 a couple of the excerpts from the book. 69 00:02:58,340 --> 00:03:00,880 It won't be out in full until next week, 70 00:03:00,910 --> 00:03:01,990 but for you, 71 00:03:02,020 --> 00:03:03,610 my podcast audience, 72 00:03:03,670 --> 00:03:06,010 I wanted to give you a little sampler. 73 00:03:06,310 --> 00:03:07,180 So here we go. 74 00:03:08,800 --> 00:03:13,240 Introduction. Jen had been looking forward to having coffee with Monica 75 00:03:13,420 --> 00:03:14,260 all week. 76 00:03:14,890 --> 00:03:16,690 It was nothing extra ordinary. 77 00:03:16,960 --> 00:03:18,220 They got together often, 78 00:03:18,250 --> 00:03:20,920 and it was always a special time girl, 79 00:03:20,920 --> 00:03:24,760 time catching up sharing stories about the kids, 80 00:03:25,060 --> 00:03:26,230 the next vacation, 81 00:03:26,290 --> 00:03:27,220 that sort of thing. 82 00:03:27,760 --> 00:03:31,420 She remembers sitting with her cup of vanilla spiced latte and 83 00:03:31,420 --> 00:03:33,160 thinking how lucky she was. 84 00:03:33,430 --> 00:03:34,450 Great friends, 85 00:03:34,540 --> 00:03:38,110 a wonderful husband and two beautiful children. 86 00:03:38,650 --> 00:03:43,120 She was truly blessed with her life until she wasn't. 87 00:03:43,870 --> 00:03:44,980 How did this one, 88 00:03:44,980 --> 00:03:47,740 coffee date change everything for her? 89 00:03:48,460 --> 00:03:51,850 How did she go from being so grateful to now being 90 00:03:51,910 --> 00:03:53,320 anxious, stressed, 91 00:03:53,380 --> 00:03:54,400 and resentful. 92 00:03:55,120 --> 00:03:57,370 She shouldn't really blame Monica. 93 00:03:57,970 --> 00:03:59,140 It's not her fault, 94 00:04:00,040 --> 00:04:02,440 except that it's all her fault in a way, 95 00:04:03,190 --> 00:04:06,910 Jen tries to recollect how it all happened that morning. 96 00:04:06,910 --> 00:04:09,220 They had both dropped off their children at school. 97 00:04:09,550 --> 00:04:13,090 Then they met at their regular high top wooden table near 98 00:04:13,090 --> 00:04:15,010 the window in the local coffee shop. 99 00:04:15,670 --> 00:04:17,350 It was a favorite destination. 100 00:04:17,410 --> 00:04:20,440 And the autumn day was sunny with a slight chill. 101 00:04:21,040 --> 00:04:23,950 A light breeze came through the open window that made the 102 00:04:23,950 --> 00:04:27,040 wind chimes tingled delicately in the background. 103 00:04:27,640 --> 00:04:30,850 Monica noticed Jen scarf and complimented her on it. 104 00:04:31,210 --> 00:04:35,820 It was a beautiful mixture of Sage mustard and tangy perfect 105 00:04:35,820 --> 00:04:36,720 for the season. 106 00:04:37,410 --> 00:04:41,220 And it had an interesting texture design with tassels on the 107 00:04:41,220 --> 00:04:42,810 ends. Oh, 108 00:04:42,930 --> 00:04:44,160 I made this said, 109 00:04:44,160 --> 00:04:46,830 Jen, I've been knitting for years. 110 00:04:47,130 --> 00:04:48,570 It's relaxing and fun. 111 00:04:48,990 --> 00:04:51,540 I even make my own designs so I can try out 112 00:04:51,540 --> 00:04:52,470 new stitches. 113 00:04:53,220 --> 00:04:55,980 Really. Monica reacted in surprise. 114 00:04:56,520 --> 00:04:57,210 How is it? 115 00:04:57,210 --> 00:04:59,190 We've been friends all this time. 116 00:04:59,250 --> 00:05:03,270 And I didn't know that my sister's birthday is in a 117 00:05:03,270 --> 00:05:03,900 few weeks. 118 00:05:03,930 --> 00:05:05,100 Monica continued. 119 00:05:06,030 --> 00:05:08,580 Is there any chance you could make one for her? 120 00:05:09,240 --> 00:05:09,870 I'll pay you. 121 00:05:09,870 --> 00:05:13,320 Of course it will be a fabulous gift. 122 00:05:14,010 --> 00:05:16,170 I just can't think of what else to get her. 123 00:05:16,320 --> 00:05:18,420 And this would be really special. 124 00:05:19,740 --> 00:05:21,600 That was the start. 125 00:05:22,410 --> 00:05:23,430 It was perfect. 126 00:05:23,640 --> 00:05:27,810 Jen loved making her scarves and completely bought into the plan. 127 00:05:28,290 --> 00:05:29,010 Of course, 128 00:05:29,040 --> 00:05:30,270 when the time came, 129 00:05:30,330 --> 00:05:33,330 she didn't accept money from Monica since she was a dear 130 00:05:33,330 --> 00:05:35,700 friend, a few weeks later, 131 00:05:35,730 --> 00:05:39,540 Monica told Jen how much her sister loved her gift. 132 00:05:40,290 --> 00:05:42,840 Have you ever considered starting a knitting business? 133 00:05:43,500 --> 00:05:46,050 I bet a lot of people would be interested in your 134 00:05:46,050 --> 00:05:51,240 scarves. Monica said emphatically that got Jen thinking, 135 00:05:52,080 --> 00:05:55,380 could I actually make money on the side while being home 136 00:05:55,380 --> 00:05:56,250 with the children? 137 00:05:57,350 --> 00:05:58,070 Why not? 138 00:05:59,120 --> 00:06:00,500 As her mind opened up. 139 00:06:00,530 --> 00:06:02,780 She liked the idea more and more. 140 00:06:03,230 --> 00:06:06,350 So she started making scarves and selling them to friends. 141 00:06:06,710 --> 00:06:09,020 It was energizing and exciting. 142 00:06:09,770 --> 00:06:13,400 People were eagerly buying them and things naturally developed. 143 00:06:13,400 --> 00:06:14,000 From there. 144 00:06:14,630 --> 00:06:17,180 She created a company called jazzy Gen-Z. 145 00:06:17,390 --> 00:06:19,910 She built a website and everything. 146 00:06:20,450 --> 00:06:24,800 Jen was excited and proud to be a brand new entrepreneur 147 00:06:25,700 --> 00:06:28,550 who would ever have thought that I'd start a business of 148 00:06:28,550 --> 00:06:29,660 my very own. 149 00:06:30,290 --> 00:06:35,570 Jen remembered the satisfaction and joy in that thought those days 150 00:06:35,630 --> 00:06:37,040 are now long gone. 151 00:06:37,820 --> 00:06:41,570 What started as a wonderful dream is now a disaster. 152 00:06:42,260 --> 00:06:46,370 Jen has spent a lot of money and for what initially 153 00:06:46,370 --> 00:06:49,670 her scarves were selling before she could even finish making them. 154 00:06:50,330 --> 00:06:52,520 Now, sales were dribbling in. 155 00:06:53,120 --> 00:06:56,480 If you could even say that she has not reimbursed her 156 00:06:56,480 --> 00:06:59,090 parents for the money she borrowed to get started. 157 00:06:59,660 --> 00:07:02,420 It's been three years with little to show for it, 158 00:07:02,420 --> 00:07:05,240 except a business card with jazzy Jens on it. 159 00:07:05,930 --> 00:07:09,170 Jen's husband wants her to close down and she feels like 160 00:07:09,170 --> 00:07:10,160 a failure. 161 00:07:11,090 --> 00:07:14,690 Perhaps the worst of this is that she really resents Monica. 162 00:07:15,260 --> 00:07:17,720 If she would never have put that idea of a business 163 00:07:17,720 --> 00:07:18,560 into her head, 164 00:07:18,680 --> 00:07:20,420 none of this would have happened. 165 00:07:20,960 --> 00:07:24,110 Their friendship is now strained and she misses the comradery they 166 00:07:24,110 --> 00:07:24,770 once had. 167 00:07:25,430 --> 00:07:26,840 It's not Monica's fault. 168 00:07:26,840 --> 00:07:27,560 Of course, 169 00:07:28,250 --> 00:07:30,770 Jen has little time for coffee dates these days. 170 00:07:30,800 --> 00:07:34,610 Anyway, she's busy trying to turn this business around. 171 00:07:35,120 --> 00:07:36,680 If she has to shut down, 172 00:07:36,710 --> 00:07:39,770 it will be humiliating and heartbreaking. 173 00:07:40,640 --> 00:07:42,260 Where does she go from here? 174 00:07:46,100 --> 00:07:47,570 Idea development. 175 00:07:48,050 --> 00:07:49,100 It's on my mind. 176 00:07:49,940 --> 00:07:51,590 It all begins with your dream. 177 00:07:52,040 --> 00:07:52,880 Maybe, you know, 178 00:07:52,880 --> 00:07:54,650 you want to start your own business, 179 00:07:54,680 --> 00:07:57,860 but haven't zoomed in on exactly what it is yet. 180 00:07:58,340 --> 00:08:01,670 Or maybe you've thought it through in detail and just need 181 00:08:01,670 --> 00:08:02,600 to get started. 182 00:08:03,170 --> 00:08:05,060 Perhaps you're already on your way. 183 00:08:05,180 --> 00:08:06,740 But if met up with obstacles, 184 00:08:06,740 --> 00:08:10,460 you're struggling to overcome before we go any further, 185 00:08:10,490 --> 00:08:12,680 it's important to review your vision. 186 00:08:13,100 --> 00:08:15,590 You are investing your heart into this dream. 187 00:08:15,680 --> 00:08:18,860 So let's confirm you're reaching for the right star. 188 00:08:19,460 --> 00:08:20,870 By the end of this section, 189 00:08:21,050 --> 00:08:24,410 you'll have the right full colored picture of your dream, 190 00:08:24,530 --> 00:08:26,900 just waiting for you to make it come true. 191 00:08:27,560 --> 00:08:30,080 It gets more and more exciting from there. 192 00:08:31,180 --> 00:08:32,200 Chapter one, 193 00:08:32,560 --> 00:08:34,570 it's a brand new world. 194 00:08:35,500 --> 00:08:39,490 Congratulate. You have opened your mind to the dream of starting 195 00:08:39,490 --> 00:08:41,710 a business from your hobby or craft. 196 00:08:42,220 --> 00:08:45,550 It's such an exciting time because in your mind, 197 00:08:45,550 --> 00:08:46,990 you can create anything, 198 00:08:47,380 --> 00:08:49,780 literally anything that you want. 199 00:08:50,410 --> 00:08:51,580 It's also the place. 200 00:08:51,700 --> 00:08:55,150 Every business starts you're at the same point, 201 00:08:55,320 --> 00:08:58,260 Sheila was before she created brownie brittle, 202 00:08:58,800 --> 00:09:02,190 where Katie was before she created the leaky collection, 203 00:09:02,760 --> 00:09:06,390 where Pam was before she created Tuscany tours. 204 00:09:06,870 --> 00:09:10,610 This is a beautiful and dangerous place to be. 205 00:09:11,090 --> 00:09:15,500 Let me explain it easy at this stage to envision anything 206 00:09:15,500 --> 00:09:16,190 you want. 207 00:09:16,610 --> 00:09:18,050 The view from the outside, 208 00:09:18,050 --> 00:09:22,550 however, is always different than the view from the inside on 209 00:09:22,550 --> 00:09:23,390 the outside. 210 00:09:23,540 --> 00:09:26,210 We can dream of what we'd like the business to be, 211 00:09:26,870 --> 00:09:31,430 and dreams produce the feelings we want to here's where we 212 00:09:31,430 --> 00:09:32,780 can deceive ourselves. 213 00:09:33,050 --> 00:09:34,910 We dream about what we believe. 214 00:09:34,910 --> 00:09:39,650 Things will be like versus understanding the reality of our dream. 215 00:09:40,250 --> 00:09:42,380 This is what happened to Sam. 216 00:09:42,860 --> 00:09:46,760 She loves everything associated with Bohemian style. 217 00:09:47,420 --> 00:09:49,430 A shop on main street was her vision. 218 00:09:49,760 --> 00:09:51,830 So with a small loan, 219 00:09:51,890 --> 00:09:55,400 she started Bohemian bliss and opened her doors. 220 00:09:55,700 --> 00:09:59,180 She had such fun going to market and purchasing her first 221 00:09:59,180 --> 00:10:00,590 pieces of clothing, 222 00:10:00,680 --> 00:10:02,360 jewelry, and gift items. 223 00:10:02,750 --> 00:10:06,230 What joy she took in picking out the perfect dusty Rose 224 00:10:06,230 --> 00:10:07,460 paint for the walls. 225 00:10:07,640 --> 00:10:10,550 That would be the backdrop for her beloved items. 226 00:10:11,000 --> 00:10:12,290 Stylish antique, 227 00:10:12,290 --> 00:10:17,060 crystal chandelier's dropped from the ceilings offering extra ambiance. 228 00:10:17,480 --> 00:10:18,950 It was perfect. 229 00:10:19,400 --> 00:10:21,320 And it truly was in the beginning, 230 00:10:22,240 --> 00:10:25,760 joined her local chamber and quickly became part of the community. 231 00:10:26,270 --> 00:10:29,300 Her customers enjoyed going to visit her to pick up gifts 232 00:10:29,300 --> 00:10:30,530 of all sorts. 233 00:10:31,130 --> 00:10:34,820 Her prices were quite reasonable and her items were unique and 234 00:10:34,820 --> 00:10:36,200 wonderfully quirky. 235 00:10:36,440 --> 00:10:39,950 She definitely had an eye for selecting what her customers wanted. 236 00:10:40,670 --> 00:10:42,470 This sounds like a dream come true. 237 00:10:42,470 --> 00:10:43,160 Doesn't it? 238 00:10:44,060 --> 00:10:48,470 Bohemian bliss closed its doors two years after it opened. 239 00:10:49,490 --> 00:10:52,880 What happened in Sam's case, 240 00:10:52,880 --> 00:10:55,490 her dream did not align with reality. 241 00:10:56,000 --> 00:10:58,040 Sam was miserable in her store. 242 00:10:58,490 --> 00:10:59,660 She never considered that. 243 00:10:59,660 --> 00:11:02,090 She would need to spend so much time in her shop 244 00:11:02,240 --> 00:11:03,800 every single day. 245 00:11:04,280 --> 00:11:07,640 Sometimes nobody would come in for hours and she got bored. 246 00:11:08,030 --> 00:11:10,310 So she'd hang a sign on the door and go to 247 00:11:10,310 --> 00:11:14,060 a yoga class or grab lunch with a friend that didn't 248 00:11:14,060 --> 00:11:15,200 leave a good impression. 249 00:11:15,200 --> 00:11:18,260 When someone came to buy a gift only to find the 250 00:11:18,260 --> 00:11:19,250 shop closed. 251 00:11:19,700 --> 00:11:23,210 Most people don't have time to come back in an hour 252 00:11:23,240 --> 00:11:24,620 as the sign directed. 253 00:11:25,190 --> 00:11:26,390 This only needed to happen. 254 00:11:26,390 --> 00:11:28,970 A couple of times before word got around. 255 00:11:29,900 --> 00:11:33,260 How do you prevent some version of this from happening to 256 00:11:33,260 --> 00:11:36,080 you? As you consider turning your business, 257 00:11:36,080 --> 00:11:37,520 dream into reality, 258 00:11:37,820 --> 00:11:41,390 take the time to live that dream in your mind. 259 00:11:41,930 --> 00:11:43,040 Unlike Sam, 260 00:11:43,340 --> 00:11:46,760 will you be able to handle the responsibilities and commitment that 261 00:11:46,760 --> 00:11:49,010 a shop on main street requires? 262 00:11:49,430 --> 00:11:51,050 Your specifics may be different, 263 00:11:51,200 --> 00:11:55,090 but before you get started and spend time and money at 264 00:11:55,090 --> 00:11:57,610 a reality layer on top of your dream, 265 00:11:58,090 --> 00:12:01,270 confirm to yourself that you are still as much in love 266 00:12:01,270 --> 00:12:04,540 with the idea as you think you are right now, 267 00:12:05,170 --> 00:12:06,070 many are, 268 00:12:06,160 --> 00:12:08,320 and this is not meant to be a deterrent. 269 00:12:08,470 --> 00:12:09,160 If anything, 270 00:12:09,160 --> 00:12:11,020 it will push you to move forward. 271 00:12:11,500 --> 00:12:15,400 It will create excitement and anticipation of what's to come. 272 00:12:16,120 --> 00:12:17,830 This is all very good. 273 00:12:17,950 --> 00:12:24,330 Yeah. All there are 53 chapters in the book, 274 00:12:24,720 --> 00:12:27,810 so it was a real struggle to choose just a few 275 00:12:27,810 --> 00:12:29,850 of them to showcase for you here. 276 00:12:30,450 --> 00:12:31,320 This next one, 277 00:12:31,320 --> 00:12:34,440 I've selected because I think it's a concept that many of 278 00:12:34,440 --> 00:12:36,420 you may not be familiar with. 279 00:12:37,020 --> 00:12:40,320 If you can identify your USP. 280 00:12:40,770 --> 00:12:42,480 No, it's not what you think it is. 281 00:12:42,480 --> 00:12:44,880 You have to listen hun to understand, 282 00:12:45,270 --> 00:12:48,720 but this can be a real game changer for your business. 283 00:12:48,960 --> 00:12:50,460 So let's carry on now. 284 00:12:51,720 --> 00:12:56,250 Competition, peekaboo competition. 285 00:12:57,060 --> 00:13:00,120 We don't get a choice competitors. 286 00:13:00,300 --> 00:13:03,810 They exist when it comes to your competitors, 287 00:13:03,930 --> 00:13:06,540 you get to choose the way you want to react to 288 00:13:06,540 --> 00:13:08,670 them. There are two options. 289 00:13:08,970 --> 00:13:12,510 You can play small by cowering and succumbing to their real 290 00:13:12,510 --> 00:13:13,770 or perceived power, 291 00:13:14,430 --> 00:13:18,090 or you can stare them down and strategize how you will 292 00:13:18,090 --> 00:13:20,130 win. I'll show you next, 293 00:13:20,160 --> 00:13:22,830 where you have the power and how you can make your 294 00:13:22,830 --> 00:13:24,750 competition disappear. 295 00:13:26,190 --> 00:13:27,390 Chapter 14, 296 00:13:27,810 --> 00:13:34,200 finding the hidden treasure being different is better than being better. 297 00:13:34,980 --> 00:13:38,220 When you truly understand this quote by Sally Hogshead, 298 00:13:38,520 --> 00:13:39,900 it leads to magic. 299 00:13:40,440 --> 00:13:45,030 Identifying a unique attribute for your business or product brings strength 300 00:13:45,060 --> 00:13:48,390 to your brand and helps attract your ideal audience. 301 00:13:49,200 --> 00:13:51,900 When you add unique qualities to your business, 302 00:13:52,230 --> 00:13:55,980 people will follow and buy from you because they resonate with 303 00:13:55,980 --> 00:13:57,240 what makes you different. 304 00:13:57,600 --> 00:14:00,810 Your customers will be supportive and more importantly, 305 00:14:01,020 --> 00:14:03,960 loyal in this world of price, 306 00:14:03,960 --> 00:14:06,150 cutting and nondescript brands, 307 00:14:06,210 --> 00:14:09,300 standing out as refreshing and will grab attention. 308 00:14:10,020 --> 00:14:11,640 I call this your unique, 309 00:14:11,670 --> 00:14:12,900 special power. 310 00:14:13,650 --> 00:14:18,060 USP is normally an acronym for a unique selling proposition. 311 00:14:18,720 --> 00:14:21,810 I find that old school and focuses too much on the 312 00:14:21,810 --> 00:14:23,280 selling of your product. 313 00:14:23,610 --> 00:14:24,330 In other words, 314 00:14:24,360 --> 00:14:28,950 pushing your product outwards for an audience to buy a unique, 315 00:14:28,950 --> 00:14:29,850 special power. 316 00:14:29,850 --> 00:14:31,500 It goes the opposite direction. 317 00:14:31,860 --> 00:14:35,610 It attracts people to your product because they connect with your 318 00:14:35,610 --> 00:14:40,470 uniqueness. I'll demonstrate this with one of my favorite examples. 319 00:14:40,890 --> 00:14:44,940 Let me introduce you to Katie Leakey of the leaky collection. 320 00:14:45,390 --> 00:14:48,180 Are you familiar with Zulu grass necklaces? 321 00:14:48,690 --> 00:14:52,310 This jewelry is sourced and made by the OSI women in 322 00:14:52,310 --> 00:14:54,500 the rift Valley of East Africa. 323 00:14:55,160 --> 00:14:56,870 Katie is onto something here. 324 00:14:57,410 --> 00:14:59,270 She actually has two unique, 325 00:14:59,300 --> 00:15:00,470 special powers. 326 00:15:01,070 --> 00:15:04,520 Zulu grass is not found anywhere else in the world. 327 00:15:04,910 --> 00:15:08,720 So beads made from this local grass cannot be replicated. 328 00:15:09,410 --> 00:15:12,440 It makes her product truly one of a kind. 329 00:15:13,310 --> 00:15:16,100 She tells of how a company in China tried to knock 330 00:15:16,100 --> 00:15:17,350 off her name glasses. 331 00:15:17,680 --> 00:15:20,980 The problem was they didn't have Zulu grass. 332 00:15:21,280 --> 00:15:23,290 They only had plastic beads. 333 00:15:23,350 --> 00:15:24,640 So it didn't work. 334 00:15:25,210 --> 00:15:28,180 It's the texture of the beads and how they take color. 335 00:15:28,180 --> 00:15:31,060 That makes Katie's necklaces so beautiful. 336 00:15:31,810 --> 00:15:35,320 The story of the Mussai women making the necklaces is the 337 00:15:35,320 --> 00:15:36,310 second unique, 338 00:15:36,310 --> 00:15:37,210 special power. 339 00:15:38,020 --> 00:15:39,730 These women employ their men too, 340 00:15:39,970 --> 00:15:40,600 for them. 341 00:15:41,290 --> 00:15:44,020 Does that make you smile as much as it does me, 342 00:15:45,130 --> 00:15:48,610 I'm in now all have businesses in a third world country 343 00:15:48,610 --> 00:15:51,730 no less and are standing on their own two feet. 344 00:15:52,150 --> 00:15:55,390 They are embracing change and their future. 345 00:15:56,230 --> 00:15:59,680 There are many ways you can create a USP for your 346 00:15:59,680 --> 00:16:03,910 business. It could be in your product as in Katie's case, 347 00:16:04,330 --> 00:16:06,460 it could be in the location of your shop. 348 00:16:06,820 --> 00:16:10,300 If it's in an historic district or an old ice house 349 00:16:10,300 --> 00:16:11,920 from the late 18 hundreds, 350 00:16:12,460 --> 00:16:15,730 it could be in the unique patterns that are recognizable in 351 00:16:15,760 --> 00:16:17,050 only your brand, 352 00:16:17,080 --> 00:16:19,600 such as Vera Bradley or Lily Pulitzer, 353 00:16:20,170 --> 00:16:23,680 or perhaps in a shape that becomes symbolic to your product 354 00:16:23,800 --> 00:16:25,150 like brightens hearts. 355 00:16:25,780 --> 00:16:28,090 There are an unlimited number of ways. 356 00:16:28,090 --> 00:16:30,520 You can make your company different and stand out. 357 00:16:30,970 --> 00:16:32,620 Story, product, 358 00:16:32,800 --> 00:16:34,540 shape, color, 359 00:16:35,050 --> 00:16:37,030 location, scent. 360 00:16:37,750 --> 00:16:39,730 The options are limitless. 361 00:16:40,270 --> 00:16:42,550 It's well-worth figuring out the unique, 362 00:16:42,550 --> 00:16:47,590 special power that is you as makers. 363 00:16:47,620 --> 00:16:49,930 One of the best things that we can do is get 364 00:16:49,930 --> 00:16:54,820 our product physically face to face in front of our customer. 365 00:16:55,270 --> 00:16:57,340 One of the ways a lot of us do this is 366 00:16:57,340 --> 00:17:02,530 going out to trade Joe's farmer's markets or local craft shows. 367 00:17:02,950 --> 00:17:05,680 There are several chapters in the book addressing this. 368 00:17:05,860 --> 00:17:08,230 I hope you like the one I've selected for you here. 369 00:17:08,920 --> 00:17:10,240 Chapter 41. 370 00:17:10,810 --> 00:17:12,250 It's a party in your, 371 00:17:12,250 --> 00:17:13,090 the host, 372 00:17:13,720 --> 00:17:16,870 whether you take part in a small local craft fair or 373 00:17:16,870 --> 00:17:18,160 a large trade show, 374 00:17:18,370 --> 00:17:20,440 think of your space as your party room, 375 00:17:20,830 --> 00:17:22,690 you are inviting people to your booth, 376 00:17:22,720 --> 00:17:25,900 to talk and get to know you and see your products. 377 00:17:26,350 --> 00:17:28,060 If this party were in your house, 378 00:17:28,180 --> 00:17:29,500 would you leave the door wide, 379 00:17:29,500 --> 00:17:32,830 open and hope that people would come in without being invited? 380 00:17:33,220 --> 00:17:35,530 Would you see them and not greet them once they were 381 00:17:35,530 --> 00:17:38,620 inside? I'm pretty sure you wouldn't. 382 00:17:39,190 --> 00:17:43,570 I'm also certain you wouldn't then disappear into another room and 383 00:17:43,570 --> 00:17:46,660 leave your guests on their own to entertain them themselves. 384 00:17:47,800 --> 00:17:49,860 So why would you do in your booth? 385 00:17:50,850 --> 00:17:53,190 Wait, are you telling me that you don't do that? 386 00:17:53,730 --> 00:17:57,870 Great. Then I'll come to your party any time even. 387 00:17:57,870 --> 00:18:00,270 So I feel the need to go through some of the 388 00:18:00,270 --> 00:18:02,250 common mistakes that people make. 389 00:18:02,250 --> 00:18:03,930 When exhibiting at shows, 390 00:18:04,350 --> 00:18:07,940 it costs them a lot of sales exhibitor. 391 00:18:07,940 --> 00:18:11,810 Don'ts don't sit focused on your phone. 392 00:18:11,840 --> 00:18:13,580 When there are people in your booth, 393 00:18:14,960 --> 00:18:18,230 don't leave your booth unattended with only literature to do the 394 00:18:18,230 --> 00:18:19,160 selling for you. 395 00:18:19,670 --> 00:18:20,930 What if they want to buy? 396 00:18:22,220 --> 00:18:25,130 Don't have a private party in your booth with your friends 397 00:18:25,130 --> 00:18:27,080 and ignore potential customers. 398 00:18:28,220 --> 00:18:31,370 Don't be unresponsive and show how tired you are. 399 00:18:31,580 --> 00:18:33,530 Even at the end of a long day. 400 00:18:33,800 --> 00:18:37,910 Smile, don't start packing up early at the end of the 401 00:18:37,910 --> 00:18:41,630 show, everybody who attends should have the ability to see a 402 00:18:41,630 --> 00:18:42,740 full display. 403 00:18:44,210 --> 00:18:49,340 Exhibitor dues do acknowledge someone's presence with a smile or not. 404 00:18:49,340 --> 00:18:51,950 If you're busy and can't interact with them right away, 405 00:18:53,060 --> 00:18:54,710 do be alert and available. 406 00:18:54,710 --> 00:18:56,450 If you see that someone has a question, 407 00:18:56,840 --> 00:18:59,990 but also let them look at your products in peace. 408 00:19:01,220 --> 00:19:04,670 Do have a smooth checkout process planned in advance. 409 00:19:04,700 --> 00:19:10,160 So you aren't fumbling and wasting time do capture email addresses 410 00:19:10,160 --> 00:19:12,110 for all new customers. 411 00:19:12,470 --> 00:19:14,330 You want to be able to talk with them again, 412 00:19:15,380 --> 00:19:18,380 do engage and listen to what people have to say about 413 00:19:18,380 --> 00:19:19,130 your products. 414 00:19:19,250 --> 00:19:21,740 It's a perfect feedback opportunity. 415 00:19:22,880 --> 00:19:27,620 Let's transition now to best practices for communicating with attendees at 416 00:19:27,620 --> 00:19:28,190 the show. 417 00:19:28,850 --> 00:19:31,280 Here's the way to quote unquote, 418 00:19:31,310 --> 00:19:32,390 work a show. 419 00:19:32,870 --> 00:19:34,880 I call it the exhibitor interactions. 420 00:19:35,150 --> 00:19:40,070 Flo one greeting say hi, 421 00:19:40,730 --> 00:19:41,480 pretty obvious, 422 00:19:41,480 --> 00:19:44,180 right? When people walk by your table, 423 00:19:44,270 --> 00:19:44,900 greet them. 424 00:19:45,020 --> 00:19:48,800 Even if they are just strolling by and not stopping things 425 00:19:48,800 --> 00:19:50,240 like good morning, 426 00:19:50,300 --> 00:19:54,140 or love your sweater or thanks for coming out to see 427 00:19:54,140 --> 00:19:54,860 us today, 428 00:19:55,220 --> 00:19:58,910 we'll all do you are just being friendly and could attract 429 00:19:58,910 --> 00:20:00,800 people to stop and chat with you. 430 00:20:00,890 --> 00:20:05,600 Who normally would have passed you up to one, 431 00:20:05,630 --> 00:20:07,280 one sentence explanation. 432 00:20:08,150 --> 00:20:10,850 When someone approaches your table and you've greeted them, 433 00:20:11,330 --> 00:20:15,050 give a one sentence explanation of what your product is, 434 00:20:15,440 --> 00:20:19,190 make it compelling and include why it stands out. 435 00:20:19,460 --> 00:20:22,220 This is your USP from the find, 436 00:20:22,220 --> 00:20:22,880 the hidden treasure. 437 00:20:22,910 --> 00:20:26,900 Sure. Section your product may not be obvious in terms of 438 00:20:26,900 --> 00:20:27,740 what it does. 439 00:20:28,040 --> 00:20:29,360 Don't leave them guessing. 440 00:20:29,720 --> 00:20:33,800 Tell them three browse and consider. 441 00:20:34,340 --> 00:20:37,820 Let people look around at their leisure without you hounding them 442 00:20:37,820 --> 00:20:38,430 with more, 443 00:20:38,630 --> 00:20:39,770 more information, 444 00:20:40,250 --> 00:20:41,210 be available, 445 00:20:41,210 --> 00:20:42,440 but not hovering. 446 00:20:43,130 --> 00:20:46,520 You've already presented a friendly environment that allows them to ask 447 00:20:46,520 --> 00:20:49,120 you or continue the conversation. 448 00:20:49,120 --> 00:20:50,410 If they want to, 449 00:20:51,370 --> 00:20:53,710 for an open invitation back. 450 00:20:53,980 --> 00:20:56,080 If someone leaves without buying anything, 451 00:20:56,230 --> 00:20:57,460 close the interaction, 452 00:20:57,490 --> 00:20:58,870 leaving room for more, 453 00:20:59,200 --> 00:21:01,840 it could be a statement like enjoy the show. 454 00:21:01,840 --> 00:21:03,010 Thanks for stopping by. 455 00:21:03,430 --> 00:21:05,710 Or I enjoyed talking with you. 456 00:21:05,770 --> 00:21:09,070 Stop back any time you want them to walk away with 457 00:21:09,070 --> 00:21:11,380 a good feeling about being in your booth, 458 00:21:11,620 --> 00:21:14,440 whether it was for 30 seconds or half an hour, 459 00:21:14,920 --> 00:21:18,100 who doesn't love parties make yours. 460 00:21:18,100 --> 00:21:19,990 The one everyone wants to attend. 461 00:21:21,670 --> 00:21:24,730 I started this podcast telling you that it was your lucky 462 00:21:24,760 --> 00:21:27,850 day. Now I want to share with you how you can 463 00:21:27,850 --> 00:21:34,200 continually be Lucky every single day And stay tuned, 464 00:21:34,260 --> 00:21:36,690 because I'm also going to share with you how you can 465 00:21:36,690 --> 00:21:43,110 download my entire book for free daily stuff, 466 00:21:43,770 --> 00:21:45,660 manicures and massages. 467 00:21:46,770 --> 00:21:49,350 I wish I would have had this list of daily truths 468 00:21:49,410 --> 00:21:50,520 about running a business. 469 00:21:50,520 --> 00:21:51,840 When I first started, 470 00:21:52,380 --> 00:21:55,980 it's a combination of advice and concepts that I know to 471 00:21:55,980 --> 00:21:56,610 be true. 472 00:21:57,120 --> 00:22:00,840 They are hard earned lessons discovered through experience. 473 00:22:01,260 --> 00:22:02,430 You will learn them too, 474 00:22:02,790 --> 00:22:05,310 but it's nice to hear them upfront as well. 475 00:22:05,940 --> 00:22:09,030 This first one is something you can take advantage of by 476 00:22:09,030 --> 00:22:14,040 being in the know chapter 44, 477 00:22:14,640 --> 00:22:15,510 lucky you, 478 00:22:17,130 --> 00:22:20,670 some people attract good things over and over again. 479 00:22:21,180 --> 00:22:22,980 They must be naturally lucky. 480 00:22:22,980 --> 00:22:25,440 And that's how they've gotten to where they are today. 481 00:22:26,490 --> 00:22:29,130 Is there a Pang of jealousy when you're watching the morning 482 00:22:29,130 --> 00:22:30,630 news and up pops, 483 00:22:30,720 --> 00:22:32,340 confection creations, 484 00:22:32,820 --> 00:22:36,330 they're a local chocolate shop being highlighted for Valentine's day. 485 00:22:36,930 --> 00:22:38,370 Sure. They're dark, 486 00:22:38,370 --> 00:22:38,940 sea salt. 487 00:22:38,940 --> 00:22:40,590 Truffles are out of this world. 488 00:22:40,950 --> 00:22:42,060 You're happy for them, 489 00:22:42,780 --> 00:22:44,850 but how did they get this opportunity? 490 00:22:45,090 --> 00:22:50,820 Why couldn't that have been you then there's cellie whose luxurious 491 00:22:50,850 --> 00:22:51,720 coconut oil, 492 00:22:51,720 --> 00:22:54,930 body lotion is now on the shelves at whole foods. 493 00:22:55,530 --> 00:22:58,620 You work as hard and your product is just as good, 494 00:22:59,010 --> 00:23:00,600 but you're not in whole foods. 495 00:23:01,170 --> 00:23:06,990 You think they are just so lucky or are they, 496 00:23:07,770 --> 00:23:09,450 here's the problem with luck? 497 00:23:09,750 --> 00:23:11,550 It's a lie and a cop-out, 498 00:23:12,060 --> 00:23:12,960 it's an excuse. 499 00:23:12,960 --> 00:23:16,710 You can conveniently use to explain why you are not progressing 500 00:23:16,710 --> 00:23:19,140 and seeing the progress that others are. 501 00:23:20,070 --> 00:23:22,290 Would you like to start getting lucky too? 502 00:23:22,950 --> 00:23:26,220 It's not as random or mysterious as it might seem. 503 00:23:27,060 --> 00:23:30,240 The trick to being lucky is to put yourself in Luxe 504 00:23:30,390 --> 00:23:33,000 path. Luck will not find you. 505 00:23:33,000 --> 00:23:35,580 If you stay in your home office and hide behind a 506 00:23:35,580 --> 00:23:36,630 computer screen, 507 00:23:36,750 --> 00:23:38,040 hanging out on Facebook, 508 00:23:38,610 --> 00:23:40,230 you need to take chances, 509 00:23:40,710 --> 00:23:44,490 be open and observant for opportunities and take action. 510 00:23:44,550 --> 00:23:44,850 When they, 511 00:23:45,230 --> 00:23:45,800 your path, 512 00:23:46,550 --> 00:23:48,830 you're out to lunch with a friend and you find out 513 00:23:48,830 --> 00:23:52,250 she knows someone in the divisional office of a chain store. 514 00:23:52,280 --> 00:23:53,330 You'd like to be in, 515 00:23:53,870 --> 00:23:54,320 ask her. 516 00:23:54,320 --> 00:23:55,610 If she'll make an introduction, 517 00:23:56,300 --> 00:23:57,770 you are part of a Facebook group. 518 00:23:57,800 --> 00:24:00,380 And there is a discussion on the success you can have 519 00:24:00,380 --> 00:24:01,490 at craft shows. 520 00:24:01,880 --> 00:24:03,680 Engage in that conversation, 521 00:24:04,130 --> 00:24:05,360 ask questions, 522 00:24:05,780 --> 00:24:10,130 connect with others through direct messages or take actions that can 523 00:24:10,130 --> 00:24:12,320 help advance you towards your goal. 524 00:24:13,130 --> 00:24:15,170 The next time you're at the local coffee shop, 525 00:24:15,410 --> 00:24:17,570 be aware of the conversations around you. 526 00:24:18,050 --> 00:24:20,900 Engage in small talk with the people in line with you. 527 00:24:21,530 --> 00:24:24,830 It can be at the most random moment when an opportunity 528 00:24:24,830 --> 00:24:25,940 presents itself, 529 00:24:26,390 --> 00:24:28,490 chat with the person next to you on the plane. 530 00:24:28,790 --> 00:24:29,570 Take interest. 531 00:24:29,570 --> 00:24:33,170 When you meet someone new at a dinner party while doing 532 00:24:33,170 --> 00:24:34,670 final edits for this book, 533 00:24:34,880 --> 00:24:37,280 I took a break and went into a new store, 534 00:24:37,400 --> 00:24:40,340 vintage bliss and company in my neighborhood. 535 00:24:40,760 --> 00:24:41,720 Wouldn't you know, 536 00:24:41,750 --> 00:24:42,290 the owner, 537 00:24:42,290 --> 00:24:47,210 Nancy is a designer and his two co-op locations displayed products 538 00:24:47,210 --> 00:24:48,590 from local artists. 539 00:24:49,070 --> 00:24:50,510 After further discussion, 540 00:24:50,630 --> 00:24:54,260 I have now scheduled my first book signing at queen bee 541 00:24:54,290 --> 00:24:56,270 artisan market in Lake Geneva, 542 00:24:56,270 --> 00:24:59,900 Wisconsin, not bad use of a 30 minute lunch break. 543 00:25:00,530 --> 00:25:05,150 Everyday life events are a breeding ground for spontaneous lucky moments. 544 00:25:05,510 --> 00:25:06,410 Watch for them. 545 00:25:07,130 --> 00:25:09,800 It's in this way that you can take control of your 546 00:25:09,800 --> 00:25:10,520 own luck, 547 00:25:10,520 --> 00:25:14,780 barometer and increase your chances of being the one others refer 548 00:25:14,780 --> 00:25:19,310 to. As lucky there you have it. 549 00:25:19,310 --> 00:25:20,600 Gift biz listeners, 550 00:25:20,990 --> 00:25:25,400 a sampling of my book maker to master find and fix. 551 00:25:25,520 --> 00:25:28,460 What's not working in your small business. 552 00:25:28,700 --> 00:25:31,520 Yes. I told you that you can get your hands on 553 00:25:31,520 --> 00:25:33,980 a copy of this for free. 554 00:25:34,280 --> 00:25:42,080 It will be downloadable for two days only go to gift@bizunwrapped.com 555 00:25:42,260 --> 00:25:44,660 forward slash free book. 556 00:25:45,170 --> 00:25:47,540 And there you'll be able to enter your email so that 557 00:25:47,540 --> 00:25:49,730 I can let you know when it's available. 558 00:25:50,150 --> 00:25:53,300 Again, the free offer is only available for two days. 559 00:25:53,330 --> 00:25:55,580 So don't delay gift biz, 560 00:25:55,610 --> 00:25:59,080 unwrapped.com/free Book. 561 00:26:00,400 --> 00:26:03,430 And if you're listening to this podcast a little bit later, 562 00:26:03,730 --> 00:26:04,510 no worries. 563 00:26:04,660 --> 00:26:09,640 Just jump over to Amazon search for maker to master and 564 00:26:09,640 --> 00:26:15,250 grab your audible copy paperback or Kindle copy today. 565 00:26:16,780 --> 00:26:21,490 Poof, although this book has been a passion project of mine, 566 00:26:22,000 --> 00:26:24,970 I have to tell you it has been challenging, 567 00:26:25,180 --> 00:26:29,380 uncomfortable and exhilarating all at the same time. 568 00:26:30,580 --> 00:26:32,200 I kind of like starting our businesses, 569 00:26:32,200 --> 00:26:35,710 right? Thank you so much for sharing in this journey with 570 00:26:35,710 --> 00:26:38,740 me. I look forward to hearing any comments that you have 571 00:26:38,740 --> 00:26:41,290 on the book and this podcast as well. 572 00:26:41,680 --> 00:26:45,540 You can reach me directly at SU at gift biz, 573 00:26:45,600 --> 00:26:48,870 unwrapped.com, anytime with comments, 574 00:26:49,050 --> 00:26:50,610 thoughts, suggestions, 575 00:26:50,970 --> 00:26:52,530 or just to pop in and say hi, 576 00:26:53,040 --> 00:26:56,760 and of course we'll be back next week with another episode 577 00:26:56,790 --> 00:26:59,370 of gift biz on on-ramp have a good week, 578 00:26:59,370 --> 00:27:01,050 everybody. Bye for now.