1 00:00:04,440 --> 00:00:05,010 Hi there. 2 00:00:05,280 --> 00:00:06,090 It's Sue. 3 00:00:06,120 --> 00:00:08,700 And thanks for joining me for tips and talk day. 4 00:00:09,330 --> 00:00:13,290 These are bite-sized topics that I pull from community questions and 5 00:00:13,290 --> 00:00:16,830 things that I'm observing in the world of handmade small business. 6 00:00:17,310 --> 00:00:18,900 If you'd like to submit a topic, 7 00:00:19,200 --> 00:00:22,710 DME over on Instagram at gift biz unwrapped, 8 00:00:23,400 --> 00:00:24,900 before we get into the show today, 9 00:00:25,170 --> 00:00:27,570 I want to make sure that you know about the newest 10 00:00:27,570 --> 00:00:29,250 thing happening over here. 11 00:00:29,760 --> 00:00:34,710 It's called the gift biz bash a zoom party that turns 12 00:00:34,710 --> 00:00:36,300 into a podcast episode. 13 00:00:36,300 --> 00:00:37,680 Several weeks later, 14 00:00:38,220 --> 00:00:41,580 the party consists of a short training with Q and a 15 00:00:41,610 --> 00:00:43,230 from yours truly. 16 00:00:43,620 --> 00:00:46,590 And then an opportunity for you to give a shout out 17 00:00:46,590 --> 00:00:47,700 about your business. 18 00:00:48,240 --> 00:00:51,150 You can tell us about a promotion you currently have going 19 00:00:51,150 --> 00:00:55,140 on or share a collaboration that you're considering so that you 20 00:00:55,140 --> 00:00:58,260 can find a perfect partner for the event. 21 00:00:59,160 --> 00:01:02,130 A little bit of learning and visibility for your business. 22 00:01:02,280 --> 00:01:03,660 What could be better? 23 00:01:04,230 --> 00:01:07,530 There is a catch though spots are limited to keep the 24 00:01:07,530 --> 00:01:10,110 party to about 45 minutes or so. 25 00:01:10,770 --> 00:01:13,710 That means you should grab your spot right away. 26 00:01:14,280 --> 00:01:17,520 It's totally free to make sure you're included. 27 00:01:17,580 --> 00:01:19,050 Why not do that right now? 28 00:01:19,410 --> 00:01:20,520 Pause this episode, 29 00:01:20,880 --> 00:01:22,650 go to gift biz, 30 00:01:22,740 --> 00:01:28,560 unwrapped.com forward slash bash to sign up and then come back 31 00:01:28,620 --> 00:01:29,850 and listen to the show. 32 00:01:30,270 --> 00:01:31,740 I'll see you at the bash. 33 00:01:33,690 --> 00:01:37,350 I know for a fact that you have special powers you 34 00:01:37,350 --> 00:01:38,520 aren't using. 35 00:01:39,420 --> 00:01:40,650 If you tap into them, 36 00:01:40,980 --> 00:01:44,220 they'll make you and your business more personable, 37 00:01:44,280 --> 00:01:46,350 memorable, and shareable. 38 00:01:47,250 --> 00:01:50,310 The best thing about these powers of yours is that you 39 00:01:50,310 --> 00:01:52,800 don't need to act like someone you're not. 40 00:01:53,490 --> 00:01:55,410 You don't need to invent scenarios. 41 00:01:55,410 --> 00:01:57,420 You think your customers will like, 42 00:01:57,780 --> 00:02:01,860 or project anything that feels uncomfortable or staged. 43 00:02:03,060 --> 00:02:07,380 Doesn't that sound freeing and almost too good to be true. 44 00:02:07,770 --> 00:02:08,580 Well, guess what? 45 00:02:08,790 --> 00:02:09,510 It's not, 46 00:02:10,110 --> 00:02:12,210 you already have these powers, 47 00:02:12,450 --> 00:02:15,960 but you don't see them as such and since you don't 48 00:02:15,960 --> 00:02:17,040 recognize them, 49 00:02:17,430 --> 00:02:21,030 you're letting them lie dormant with untapped potential. 50 00:02:21,750 --> 00:02:23,730 That changes right now. 51 00:02:24,360 --> 00:02:27,750 The opportunity that's in front of you is so valuable. 52 00:02:27,840 --> 00:02:29,670 I've given it a special name. 53 00:02:30,240 --> 00:02:32,070 These are your unique, 54 00:02:32,190 --> 00:02:34,890 special powers USP. 55 00:02:34,890 --> 00:02:35,580 For short, 56 00:02:36,600 --> 00:02:39,750 if you've had any marketing exposure from the past, 57 00:02:39,810 --> 00:02:41,850 this will sound familiar to you. 58 00:02:42,540 --> 00:02:48,540 Old marketing lingo defined a USP as your unique selling proposition. 59 00:02:49,200 --> 00:02:53,850 Remember the days when selling was one way only a company 60 00:02:53,850 --> 00:02:57,930 pushed it to product on you in newspapers or the three 61 00:02:57,930 --> 00:03:02,860 TV channels that existed showing you only what they wanted you 62 00:03:02,860 --> 00:03:06,910 to see and telling you all the reasons why you must 63 00:03:06,910 --> 00:03:09,430 have an need their product. 64 00:03:10,480 --> 00:03:15,550 It roots back to the still ingrained sleaziness stigma of sales. 65 00:03:16,180 --> 00:03:19,000 I bet this feeling still affects your behavior today. 66 00:03:19,570 --> 00:03:22,510 We don't want to come across as too salesy. 67 00:03:23,680 --> 00:03:27,520 That's the beautiful thing with the about face available through today's 68 00:03:27,520 --> 00:03:29,020 marketing technology, 69 00:03:29,470 --> 00:03:30,490 with your unique, 70 00:03:30,490 --> 00:03:31,600 special powers. 71 00:03:31,990 --> 00:03:35,290 You're not aggressively forcing people to see you. 72 00:03:35,470 --> 00:03:36,700 Hey, look at me, 73 00:03:36,730 --> 00:03:37,930 buy for me, 74 00:03:38,530 --> 00:03:39,310 you know, 75 00:03:39,340 --> 00:03:43,060 get to attract people who are the right ones for your 76 00:03:43,060 --> 00:03:44,440 product and your brand, 77 00:03:44,860 --> 00:03:48,310 and invite them to have your products for their very own 78 00:03:48,760 --> 00:03:51,520 such a huge difference. 79 00:03:52,300 --> 00:03:53,830 So what are unique, 80 00:03:53,830 --> 00:03:54,880 special powers. 81 00:03:55,600 --> 00:03:59,890 These are characteristics of you and your product that make up 82 00:03:59,890 --> 00:04:03,010 a very individual subset of your brand. 83 00:04:03,640 --> 00:04:07,360 The magic of your unique special powers is that they set 84 00:04:07,360 --> 00:04:13,570 you apart from everyone else and they provide stories which make 85 00:04:13,570 --> 00:04:16,750 it easy for people to talk about you and spread the 86 00:04:16,750 --> 00:04:18,310 word about your company. 87 00:04:19,450 --> 00:04:24,490 USP's can be product focused through either a unique feature or 88 00:04:24,490 --> 00:04:27,640 the fact that the product itself is one of a kind, 89 00:04:28,480 --> 00:04:30,580 my mind goes to the cookie joints, 90 00:04:30,610 --> 00:04:31,630 cookie fries, 91 00:04:32,080 --> 00:04:36,190 their cookies are shaped like French fries and come in recognizably 92 00:04:36,190 --> 00:04:41,710 shaped fry containers complete with dips just like up would be 93 00:04:41,710 --> 00:04:42,520 to fries. 94 00:04:43,360 --> 00:04:49,060 Then there's Lily Poulter whose fabric is specifically identifiable and related 95 00:04:49,090 --> 00:04:54,130 back to the brand product USP's can exist in shapes, 96 00:04:54,460 --> 00:04:56,620 sizes applications. 97 00:04:56,920 --> 00:04:58,750 So many things. 98 00:04:59,440 --> 00:05:03,970 The only downside with these is that they are easily copied 99 00:05:04,390 --> 00:05:06,970 unless you go through the hoops of legal protection, 100 00:05:06,970 --> 00:05:10,510 that is which of course won't apply to most of us 101 00:05:10,510 --> 00:05:15,160 makers. Do you have something out of the norm with your 102 00:05:15,160 --> 00:05:17,110 product that you can highlight more? 103 00:05:17,800 --> 00:05:20,080 Is it a special size or shape? 104 00:05:20,680 --> 00:05:24,580 Is your product made for a different application than others address? 105 00:05:24,670 --> 00:05:26,860 Even though you're in the same product line, 106 00:05:27,610 --> 00:05:30,310 do you offer non-traditional colors, 107 00:05:30,400 --> 00:05:34,420 patterns, clasps that don't show up anywhere else? 108 00:05:35,080 --> 00:05:39,040 How about sense or flavors that are outside of the regular 109 00:05:39,040 --> 00:05:40,720 standard offerings? 110 00:05:41,830 --> 00:05:44,920 Someone started the now popular sea salt chocolate, 111 00:05:44,980 --> 00:05:46,060 everyone loves, 112 00:05:46,420 --> 00:05:48,010 or the bacon chocolate. 113 00:05:48,400 --> 00:05:50,890 Remember when that first came on the scene, 114 00:05:51,820 --> 00:05:54,850 maybe you've created a custom stitch that you can call your 115 00:05:54,850 --> 00:05:57,920 own or a method of creating your product, 116 00:05:57,950 --> 00:06:01,730 that steers away from what others do and brings a very 117 00:06:01,730 --> 00:06:04,220 special result to your finished product. 118 00:06:04,910 --> 00:06:07,340 If any of these already exist for you, 119 00:06:07,610 --> 00:06:09,050 call them out, 120 00:06:09,350 --> 00:06:11,480 start highlighting them as special. 121 00:06:12,140 --> 00:06:13,040 Talk about it, 122 00:06:13,460 --> 00:06:17,090 pointed out people aren't good at connecting the dots. 123 00:06:17,120 --> 00:06:22,730 You absolutely have to show them so that they recognize them. 124 00:06:23,360 --> 00:06:24,470 You have to tell people, 125 00:06:25,460 --> 00:06:28,850 do you source your materials from somewhere unexpected that ed does 126 00:06:28,850 --> 00:06:32,420 spin to your product or supports a cause in some way, 127 00:06:33,080 --> 00:06:36,590 that adds another layer to our understanding of your products. 128 00:06:36,620 --> 00:06:40,100 When we know that HumanOS from underline, 129 00:06:40,100 --> 00:06:44,210 his designs dies her own yarn for an exclusive line of 130 00:06:44,210 --> 00:06:45,560 her weave to shawls. 131 00:06:46,130 --> 00:06:49,760 She shares behind the scenes of her process at every stage 132 00:06:49,760 --> 00:06:51,320 of production on Instagram. 133 00:06:51,830 --> 00:06:52,460 Of course, 134 00:06:52,760 --> 00:06:54,740 these shells are rare pieces. 135 00:06:54,770 --> 00:06:58,280 You can be proud to own and PS, 136 00:06:58,580 --> 00:07:00,920 they command a higher price point too. 137 00:07:02,090 --> 00:07:02,810 Okay? Okay. 138 00:07:03,110 --> 00:07:05,330 So you're saying you don't have a unique, 139 00:07:05,330 --> 00:07:07,670 special power as part of your product. 140 00:07:08,300 --> 00:07:12,260 Why not create one consider a Piras cards? 141 00:07:12,890 --> 00:07:17,600 They include a hummingbird sticker inside each card with an inspirational 142 00:07:17,600 --> 00:07:22,130 message relating to the meaning of these cute speedy little flyers. 143 00:07:22,880 --> 00:07:27,380 A hummingbird has absolutely no connection to a greeting card, 144 00:07:27,770 --> 00:07:30,140 but piracy has linked the two. 145 00:07:30,950 --> 00:07:32,660 If you're familiar with the brand, 146 00:07:32,810 --> 00:07:36,170 you know all about the hummingbirds and if you're not, 147 00:07:36,200 --> 00:07:37,970 but you get a card from them, 148 00:07:38,210 --> 00:07:41,690 you learn about it and can share the fun story or 149 00:07:41,690 --> 00:07:43,250 fact about the connection. 150 00:07:44,030 --> 00:07:47,090 This same idea can be applied for your product, 151 00:07:47,570 --> 00:07:51,830 integrate something into your brand that has meaning and brings with 152 00:07:51,830 --> 00:07:53,570 it a story that can be shared. 153 00:07:54,620 --> 00:08:00,110 Let's now get to even more powerful USP's that can be 154 00:08:00,110 --> 00:08:02,960 found right inside yourself. 155 00:08:03,560 --> 00:08:08,090 These are even more valuable because they can't be copied. 156 00:08:08,690 --> 00:08:12,050 I know we worry all the time about being knocked off. 157 00:08:12,560 --> 00:08:14,540 Here's part of the solution, 158 00:08:15,080 --> 00:08:17,120 a personal USP. 159 00:08:17,810 --> 00:08:20,900 What are things that you love and that people associate with 160 00:08:20,900 --> 00:08:24,320 you, people meaning part of your normal life, 161 00:08:24,350 --> 00:08:25,220 your friends, 162 00:08:25,250 --> 00:08:26,270 your family, 163 00:08:27,050 --> 00:08:30,500 what is there in your background or what are you passionate 164 00:08:30,500 --> 00:08:34,010 about that you can talk about with your potential and current 165 00:08:34,010 --> 00:08:38,630 customers? You don't deliver it in a resume type format. 166 00:08:38,960 --> 00:08:40,970 It comes gradually over time. 167 00:08:41,120 --> 00:08:42,290 And as I said before, 168 00:08:42,710 --> 00:08:46,790 deepens the connection between you and those who follow you. 169 00:08:47,420 --> 00:08:51,200 They know a lot more about you over and above that 170 00:08:51,200 --> 00:08:52,370 you sell soap. 171 00:08:53,240 --> 00:08:54,200 A perfect example. 172 00:08:54,200 --> 00:08:55,560 Here is my mother. 173 00:08:55,980 --> 00:08:57,960 She was a branding genius, 174 00:08:57,960 --> 00:08:59,400 and she didn't even know it. 175 00:08:59,880 --> 00:09:02,970 Her favorite color was red and you could find her wearing 176 00:09:02,970 --> 00:09:04,410 it every single day. 177 00:09:05,070 --> 00:09:08,250 She loved classical music and dark chocolate. 178 00:09:08,400 --> 00:09:11,490 And as long as these things were part of her life, 179 00:09:11,790 --> 00:09:12,810 besides her family, 180 00:09:12,810 --> 00:09:15,930 of course all was right with the world. 181 00:09:16,710 --> 00:09:18,480 Everyone knew this about her. 182 00:09:19,200 --> 00:09:24,870 Everyone with these personal interests and passions do is make you 183 00:09:24,870 --> 00:09:27,960 into a personality unlike any other. 184 00:09:28,290 --> 00:09:29,640 And most importantly, 185 00:09:30,120 --> 00:09:33,030 it gives people a story to tell about you and your 186 00:09:33,030 --> 00:09:37,830 business and having this information prompts reminders of you when they 187 00:09:37,830 --> 00:09:39,570 encounter something in their life. 188 00:09:39,870 --> 00:09:41,640 That brings up a thought of you. 189 00:09:42,600 --> 00:09:43,950 By way of example of this, 190 00:09:43,980 --> 00:09:45,060 I'll use myself. 191 00:09:45,540 --> 00:09:48,210 If you hang around with me for even a short amount 192 00:09:48,210 --> 00:09:48,840 of time, 193 00:09:49,170 --> 00:09:51,650 you'll find out I love the color yellow, 194 00:09:51,810 --> 00:09:55,980 M a huge candle fan and obsessed with the snow. 195 00:09:57,060 --> 00:09:59,670 None of this has anything to do with either of my 196 00:09:59,670 --> 00:10:01,320 companies, really. 197 00:10:01,380 --> 00:10:01,860 I mean, 198 00:10:01,860 --> 00:10:04,680 yellow is one of the gift biz brand colors, 199 00:10:05,070 --> 00:10:08,910 but I don't make candles or work with or in the 200 00:10:08,910 --> 00:10:13,290 snow. But I get messages about these all the time. 201 00:10:13,800 --> 00:10:17,340 Someone walks by a field of yellow flowers and sends me 202 00:10:17,340 --> 00:10:17,940 a picture. 203 00:10:18,720 --> 00:10:21,120 And when a blizzard is headed to Chicago, 204 00:10:21,600 --> 00:10:22,830 I get emails, 205 00:10:22,860 --> 00:10:26,610 messages, and calls from all over the world. 206 00:10:26,640 --> 00:10:29,190 Seriously, even international saying, 207 00:10:29,490 --> 00:10:31,860 Sue, you must be so happy. 208 00:10:32,400 --> 00:10:33,450 Some come from people. 209 00:10:33,450 --> 00:10:34,410 I don't even know, 210 00:10:34,410 --> 00:10:35,880 which is really fun, 211 00:10:36,270 --> 00:10:39,450 but they know me because they've been following me. 212 00:10:39,900 --> 00:10:40,860 I have to say, 213 00:10:41,070 --> 00:10:44,190 it's very exciting to learn that someone thought of me at 214 00:10:44,190 --> 00:10:47,550 a random moment because of a trigger in their day. 215 00:10:48,180 --> 00:10:49,740 And you see where this goes. 216 00:10:49,830 --> 00:10:51,150 When they think of me, 217 00:10:51,210 --> 00:10:53,730 they may think of the podcast and go listen to the 218 00:10:53,730 --> 00:10:54,750 latest show, 219 00:10:55,350 --> 00:10:58,320 or they may have wanted to invest in a program. 220 00:10:58,320 --> 00:11:01,890 They heard me talking about or something else related to things 221 00:11:01,890 --> 00:11:02,760 that I offer. 222 00:11:03,510 --> 00:11:04,740 Think of what it would be like. 223 00:11:04,770 --> 00:11:08,100 If you found out that someone remembered they needed to buy 224 00:11:08,100 --> 00:11:11,100 a birthday gift and your product would be just the right 225 00:11:11,100 --> 00:11:15,720 fit, or they want a new knitted scarf for themselves or 226 00:11:15,720 --> 00:11:17,370 a baby quilt for a friend, 227 00:11:17,910 --> 00:11:21,660 these reminders of you initiate sales for those who have the 228 00:11:21,660 --> 00:11:23,880 need for your product at that time, 229 00:11:24,360 --> 00:11:27,480 or maybe they want to just buy something because it's from 230 00:11:27,480 --> 00:11:29,370 you and they want to support you. 231 00:11:29,940 --> 00:11:32,340 How amazing would that be? 232 00:11:32,640 --> 00:11:36,330 All because you've placed personal information in their mind. 233 00:11:36,390 --> 00:11:38,550 So when they encounter it throughout the day, 234 00:11:38,910 --> 00:11:41,040 it triggers a thought of you. 235 00:11:41,760 --> 00:11:43,650 Other examples of personal unique, 236 00:11:43,650 --> 00:11:44,700 special powers. 237 00:11:45,270 --> 00:11:48,360 Scott, open burger from twice baked pottery. 238 00:11:48,720 --> 00:11:53,440 He quit his full-time super stressful law career for a maker 239 00:11:53,440 --> 00:11:57,280 life. Julie Scags of the mad scientist, 240 00:11:57,730 --> 00:12:01,420 she and her husband are science teachers with a candle company. 241 00:12:02,320 --> 00:12:03,910 Sharita Lucas of dosa. 242 00:12:03,910 --> 00:12:08,050 Naturals is in business with her sisters and named the company 243 00:12:08,050 --> 00:12:08,590 after her. 244 00:12:08,590 --> 00:12:10,510 Great, great grandmother. 245 00:12:11,290 --> 00:12:14,950 Jeanette king has been a color street associate as she works 246 00:12:14,950 --> 00:12:16,960 on her professional music career. 247 00:12:17,380 --> 00:12:20,740 You can watch the video of her first released single on 248 00:12:20,740 --> 00:12:23,500 YouTube, called kiss N towel. 249 00:12:24,310 --> 00:12:28,570 All of these examples bring a richness that could never exist 250 00:12:28,600 --> 00:12:31,960 if they didn't share this part of their story with us. 251 00:12:32,350 --> 00:12:34,480 And I wouldn't be sharing it here with you. 252 00:12:35,080 --> 00:12:36,250 If we had more time, 253 00:12:36,550 --> 00:12:39,460 I could go into detail about each of these people. 254 00:12:39,790 --> 00:12:42,010 I you'd feel closer to them too. 255 00:12:42,370 --> 00:12:43,480 And you've just met them. 256 00:12:44,230 --> 00:12:47,110 I'm not saying you have to be a complete open book 257 00:12:47,110 --> 00:12:50,800 here. Share only things that you feel comfortable with, 258 00:12:51,610 --> 00:12:55,300 but by integrating more of who you are into your business, 259 00:12:55,540 --> 00:12:59,530 you're attracting people to you in a way just promoting your 260 00:12:59,530 --> 00:13:01,630 products, never will. 261 00:13:02,350 --> 00:13:04,150 As a handmade product business owner, 262 00:13:04,480 --> 00:13:05,860 highlighting your unique, 263 00:13:05,860 --> 00:13:09,010 special powers enhances your brand. 264 00:13:09,040 --> 00:13:09,970 Even more. 265 00:13:10,810 --> 00:13:12,940 Here are your takeaway action steps. 266 00:13:13,480 --> 00:13:14,740 There are only two, 267 00:13:15,250 --> 00:13:20,800 one, identify three things about you that can be classified as 268 00:13:20,800 --> 00:13:23,080 unique, special powers, 269 00:13:23,590 --> 00:13:25,990 make them authentic and genuine. 270 00:13:26,980 --> 00:13:27,760 Number two, 271 00:13:28,270 --> 00:13:30,550 start sharing them from time to time, 272 00:13:31,180 --> 00:13:33,340 integrate them into social posts, 273 00:13:33,580 --> 00:13:37,090 emails, and keep them top of mind to bring up when 274 00:13:37,090 --> 00:13:42,280 appropriate. And this should be easily natural because they're genuinely you 275 00:13:43,360 --> 00:13:48,730 unique, special powers at a socially appropriate intimate layer of personality 276 00:13:49,060 --> 00:13:51,190 and even friendship to what you do. 277 00:13:51,820 --> 00:13:55,090 You're letting people into your world and letting them get to 278 00:13:55,090 --> 00:13:58,630 know you feel trust and a closeness to you. 279 00:13:59,080 --> 00:14:03,370 And that is reciprocated with support for your business. 280 00:14:05,500 --> 00:14:06,430 That's a wrap. 281 00:14:06,790 --> 00:14:08,650 I'm a get to the point kind of girl. 282 00:14:08,800 --> 00:14:11,590 And this is what you can expect from these quick midweek 283 00:14:11,590 --> 00:14:16,660 sessions. Now it's your turn go out and fulfill that dream 284 00:14:16,660 --> 00:14:17,410 of yours. 285 00:14:17,710 --> 00:14:19,900 Share your handmade products with us. 286 00:14:20,140 --> 00:14:21,100 We want them, 287 00:14:21,250 --> 00:14:24,190 and they bring us both so much happiness.