Smart Marketing For Product Based Businesses Module 1

SMART MARKETING
FOR PRODUCT-BASED
BUSINESSES
Module One: Profit Plan
RHHBSCHOOL.COM MARIE FORLEO INTERNATIONAL
RHHBSCHOOL.COM MARIE FORLEO INTERNATIONAL Pg. 2
CONTENTS
WELCOME!
QUESTIONS
QUESTION 1 It seems like B-Schoolers with service-based businesses have
an easier time. What challenges should I be looking out for? PAGE 4
QUESTION 2 Im having a hard time coming up with my clients fears. Am
I missing something? PAGE 6
QUESTION 3 My product doesnt seem to really fit into my Ideal Customer
Avatars life. Am I doing this exercise wrong? PAGE 15
QUESTION 4 I know my prices are too low. How do I communicate value
and raise prices without upsetting anyone? PAGE 21
QUESTION 5 I know stories are great for connecting with customers but
how can I use them and where would I use them? PAGE 31
QUESTION 6 Im working on my Strategy Canvas and I have no idea what
sort of special things I can provide my customersany ideas? PAGE 38
QUESTION 7 Im just starting out. How can I use my three brand mod-
els to inspire my premium brand position? PAGE 44
QUESTION 8 Im having trouble with the Money Tracker Fun Sheet. The
example you give is for a service-based businesshow does this apply to
me? PAGE 48
QUESTION 9 Im having trouble finding that emotional connectivity point
for my product. What do you suggest? PAGE 52
EVEN DEEPER:
PAGE 56 More Insights on Module One
SPOTLIGHT CASE STUDY:
PAGE 58 Sara Pocius
PAGE 60 Whitney English
PAGE 61 Sonia Ruyts
IT'S "YOU" TIME:
PAGE 63 Your Notes on Module One
MARIE FORLEO INTERNATIONAL RHHBSCHOOL.COM
WELCOME!
This is the very first PDF in our series
devoted to B-Schoolers with product-based
businesses. Look for one in each moduleits
designed specifically to address some of your
toughest questions and help you get the most
out of the training every step of the way.
Here, youll find in-depth insights and tips from a number
of B-School grads on how best to implement all the wisdom
from Module One. Youll also find three grad case studies to
inspire you on your journey. In the very back is a space just
for you. Use it to keep notes, write down questions for Office
Hours calls, sketch out ideas, and dream big. Enjoy!
As a product-based business owner, Im noticing there are certain areas where
Im having more trouble than my fellow service-based B-Schoolers. For example,
Im having difficulty figuring out my Ideal Customer Avatars worse case
scenario. Can you advise where you see the biggest challenges in B-School for
someone like me? What input can you offer to help prevent roadblocks so I keep
moving forward?
Personal challenges vary so its hard to answer this question specifically. What I do
know, being a product-based business owner, is that I dont find the modules more
difficult for me than they would be for a service provider. My difficulty is the tech as-
pects and accounting. Life will always give us roadblocks. We can either stop at them
and feel defeated or we can figure out a way to git round them. Roadblocks develop
wisdom and intelligence.
- Elise Muller
What I learned after taking B-School was from Chet Holmes in Tony Robbins Busi-
ness Mastery Series. Everyone needs to be an educator. Everyone should be selling
like Andy Miller, consultative selling. Knowing this earlier would have helped me see
the value in having a spotlight on myself as Marie teaches in B-School.
Of course, I get why an expert would be required to sell services as a consultant
or coach, but I didnt connect the value in that as a product-based business owner.
When I go through B-School this year, Im looking at the experience as building
myself as the expert to better serve my product-based clients. If Im doing that with
freakin gas additives then surely that approach can work for others too.
- Bethanie Nonami
Always think about the whole picture of your customers life (as identified in your
Ideal Customer Avatar). She or he will definitely have big challenges in life. Where
does your product intersect and solve some of those problems?
- Allison Rivers Samson
QUESTION 1
ANSWERS
ANSWERS
Question 1
The Ideal Customer Avatar exercise is a bit different for product entrepreneurs
because sometimes selling a bar of organic soap, for example, or a thank you card,
doesnt necessarily help someone with their worst fears. But a lot of these questions
are still very important to explore because if you know, for example, that your ideal
customer buys your organic soap because she has skin sensitivities or because your
family is allergic to chemicals in conventional soaps, then those are some fears that
you can speak to in your marketing.
Or if you sell jewelry, there isnt necessarily a fear that your customer has when they
buy your jewelrythey might buy it because they like the color or because it looks
good with their outfit. But behind that decision is the fear that they dont look good
or feel good. Your jewelry is one way to combat that fear.
- Andreea Ayers
Let me give you an example of my avatars worst case scenario. I have a jewelry busi-
ness and I went deep into her psyche. She is afraid her needs wont be met. All that
for purchasing a piece of jewelry. A purchase from me is about indulgence. I am not
solving the worlds energy problems or teaching third world countries how to culti-
vate arid farm land.
However, by examining the behaviors I observed from years of in-person events that
the customer goes through while hemming and hawing in their internal dialogue it
was clear to me that the issues revolved around feelings of self-worth which are just
as deep. If you could observe the behavior you go through before and after your pur-
chase experiences, you will be able to distill the less obvious pain points. My client
often tried to hide her purchases from her hubby and often doesnt want to pay in a
way he will know about. This is crazy behavior for grown women but it is common
and telling about the relationship women have with money and indulgences.
- April DeMarco
IF YOU COULD OBSERVE THE BEHAVIOR YOU GO THROUGH
BEFORE AND AFTER YOUR PURCHASE EXPERIENCES, YOU
WILL BE ABLE TO DISTILL THE LESS OBVIOUS PAIN POINTS.
As a product-based business owner, I have a hard time coming up with what my
clients fears are. Is it that the products arent returnable after a week? That they
fear it wont work in their space? I feel like Im not getting deep enough or that
Im missing something.
Their fears may have nothing to do with your product directly. Instead, think about
what may be going on in their lives outside your business and how your products or
experience may help ease those troubles. Can you do a blog or marketing campaign
that could tie the two together and create a Yes! Thats exactly how I feel! moment?
This can help potential customers bond with your brand and connect to your prod-
ucts.
- Sonia Ruyts
Think of your clients fears as less directly related to your product and the buying
process. Deep down we all want to be loved, respected, successful, etc., and our fears
consist of a lack of those sorts of things. For example, the fashion-savvy career wom-
an fears that she wont be seen as stylish by her fellow fashion-savvy friends. The
owner of a new home fears her family wont be as impressed as she had hoped when
she gives them the grand tour. After all, she had been bragging to them about how
fantastic the place is throughout the long buying process.
When you sell a product you are providing a subconscious shield against your clients
fears of being seen as a fraud or unworthy. If you sell artwork that can be hung on
a wall, for example, you can ensure your prospect that the piece will add a layer of
culture and depth to the entire space (and therefore make an impression) to her front
room. Now, she can add an extra boost of confidence when she shows her family her
new place for the first time. After you indirectly address these fears, the deep-down
ones, then you move on to assuring your customers of your return policy, that you
ship safely, etc. Those are all good to include too, but they arent really at the heart of
why a prospect will buy or not, particularly with a unique luxury item.
- Megan Petersen
QUESTION 2
ANSWERS
Dont focus on your customers fears about your products. Focus on the fears she
has about her own life, or of her own self. For instance, my Ideal Customer Avatar is
a little worried that my baby carriers will be too cumbersome or complex for her, but
more than that, shes afraid of being cut off from the professional world shes so fa-
miliar with as she begins the unfamiliar journey of mothering. My product will help
her stay connected while taking beautiful care of her baby.
- Kristi Hayes-Devlin
Customers fears are not always rational and theyre not always connected direct-
ly to your product. Yes, specifically for online shopping, feeling comfortable with a
return policy is important. However, if you think about why someone buys your prod-
uct thats where the fears might come up. For example, you sell decorative exotic
accents for the home. Perhaps your clients biggest fear is that theyll never get to
travel the world, so they like to bring the exotic experience into their home and look
more cultured through buying these products.
Therefore, maybe you need to build an educational component to that vase from
Thailand to help them understand the backstory so they can share it with their
friends when they come over. Thats a simple example, but you can see how the story
is connected with the end benefit the product delivers but also the emotional side as
well.
- Kristi Soomer
DONT FOCUS ON YOUR CUSTOMERS FEARS ABOUT YOUR
PRODUCTS. FOCUS ON THE FEARS SHE HAS ABOUT HER
OWN LIFE, OR OF HER OWN SELF.
ANSWERS
Question 2
I think yes, there are fears like, Will this truly fit?, Can I exchange it, if I do not like
it?, Will this really work for me? or even Is this site safe for me to buy from?, and
those fears need to be addressed. But those are more of the basic fears, the founda-
tion. Those are often not product-specific but rather help establish a general trust
between you and your customer. If I cant be sure that I will like the product, that it
will be just as it is shown on the internet, that I can exchange it if I am unhappy, that
the service will be okay then I do not want to buy. No matter what the product is.
These are more like the general online-shopping fears that have to be addressed for
your customer to be happy to buy from you without being able to see the product or
hold it in their hands.
But then there are also more product-specific fears. It helped me to think about why
they want to buy it in the first place. Like if you sell a T-shirt, your Ideal Customer
Avatar will not buy your T-shirt cause she wants a T-shirt. And her fear is not (at
least not only) that she will be T-shirt-less. Her fear might be that she is not stylish
enough, that she is too bland, that she wants to feel beautiful even with just a shirt
on, that she wants to see or show a certain message on her T-shirt, that she does not
want to support unhealthy work-conditions for people when buying T-shirts, etc.
Really try to think about what else might be going through her head related to your
type of product. It might not be a life-or-death kinda fear. But if it is something she
worries about, that is relevant and can (and should) be addressed by you.
- Ursula Markgraf
Digging deeper into your ideal avatar is important because it will help you com-
municate with that ideal customer and identify where and how you are going to
find them to market to them. Creating a backstory can be interesting if it helps offer
insight that will get you where you need to be, closer to finding out how to effectively
market your product to that person.
Im the founder of Pure Natural Diva Botanicals, perfumes, body and skincare, and
was invited to be a part of an amazing high-profile event that ran for 10 days at the
Greystone Mansion International Design Show. This event was perfect for my brand
because it would be attended by primarily women: women with an eye for style, a
love of fine things, willing to spend time and money to tour an amazing showcase,
etc. What was interesting was that it ran Thursday to Sunday, and we found that sales
were double and triple on the weekdays.
This would seem counter to what you would expect, after all, more people attended
the show on the weekends, but if you examine my avatar closely youll learn more
about her. She shops when shes with her girlfriends but not when she has her hus-
band or family with hershes not in shopping mode. She shops on her own or with
her friend, with no distractions. Its only by digging deeply into your Ideal Customer
Avatar that you really understand that kind of key information about your customers.
- Tania Reuben
ANSWERS
Question 2
As you go through the Fun Sheet, you are painting the picture of your Ideal Cus-
tomer Avatarshe should start to become familiar and someone you know. When it
comes to creating the journal entry, write about a day in the life of your ICA. Put your
product aside, dont over-think it too much. Let her thoughts and feelings flow onto
the page, whatever she is doing, what is stressing her out, what is she excited about
dont worry about it not being right. If you get lost or stuck just reflect back on who
this ideal customer you have created is, and keep going!
When it comes to the deepest fears, think about what is most important to your cus-
tomer, what does she not want to lose? The bigger, deeper stuff will help you get to
the bottom of who this customer really is, these bigger picture fears and dreams will
be the driving factors when it comes to whether they will buy your product or not
and what draws them to you or turns them off.
- Natalie Long
Customers might not always be as motivated by fears to buy a product, especially
a luxury product; however, I think that certain fears can be obstacles to buying. You
dont want anything to get in the way of someone buying an item of yours that they
love. I live in a country that requires online businesses to allow returns up to 14 days
after delivery(!). So I offer the same guarantee to everyone, even outside of Europe.
They might be worried about shipping costs, shipping times, their package getting
lost in the mail, etc.
Do you ship registered? What happens if their package gets lost in the mail? If they
return an item, who pays the return shipping? What if it breaks, or is damaged during
shipping? We tend not to worry about these things if were buying from a big store,
but buying from an independent designer or artist may make some people worry
about them. If youre selling wholesale to shops, they may be interested in keeping
shipping costs low, or how fast you can deliver their order, or how you manage pay-
ment, up front or after 30 days, etc.
Ive put all of my guarantees and info about returns in one place on my shop, then
I put a link to it in every product description. For wholesale, I explain everything
in the Terms & Conditions. I believe that once Ive cleared away the fears of buying
from me online (especially if they are outside of Europe) then it is easier for the pro-
spective customer to imagine herself enjoying the luxury of my product.
- Laura Jacquemond
ANSWERS
Question 2
The higher the investment, the greater the fear that will accompany it. For example,
if youre selling a $5 card, there is little to no risk. If the customer doesnt like the
card, theyre out $5. A $500 sofa; however, requires more commitment. Put yourself
in the clients shoes. If theyre afraid to pay for a $50 household item, they might not
be certain they love it, in which case, you probably dont want them to have it. You
might be trying to convince the wrong customer. Some customers need a lot of con-
vincing. In my 20 years of selling products retail, most of the time I find that when
I have to work too hard to talk them into a product, Im turning into a yucky, pushy
sales person, and theyre going to have second thoughts anyway.
- Whitney English
One Marie task that really helped us get to know our customers and potential
customers was working on and completing the Ideal Customer Avatar Fun Sheet. It
really allows you to delve into your target audience. I found it to work best talking
with a partner or friend familiar with my business to help brainstorm and discuss
ideas. Once you start with the basics such as your ideal customers demographics,
lifestyle, etc., it becomes easier to answer those questions you pose above about fears.
Another option is to ask them! Create a survey and send it out to your email list and
offer a giveaway to one random winner.
For products I dont think we need to overthink it quite this much, but buyers re-
morse is a fact of life. Not everyone is going to love the work we do and they may ask
for a refund. On the other hand, some people are so terrified of asking for a refund for
fear of upsetting the seller, they wont even buy the product in the first placeagain,
completely unavoidable. As far as customers having fears about products not working
(its not the right shade of blue, it doesnt quite fit the space I have for it, etc.), the
best way to get out in front of these potential concerns is to create FAQ questions,
answer them best as possible, and then share them on your site for people to peruse.
- Dave Conrey
I dont think its our responsibility to ascertain a clients fears but to understand
their problems and what solutions our product may offer. As a product-based busi-
ness owner, I believe there has to be some sort of return policyall major retailers
offer this. In my case, Ive been crafting organic skincare for over 20 years and Ive
offered a full refund if a customer does not see a difference in their skin within a few
days. (Ive never had a return.) I also offer free shipping on orders over $100.
- Elise Muller
ANSWERS
Question 2
It depends on the product, but if its a fashion item their fear might be that they
wont look good or feel good no matter what they wear or add to their wardrobe. If
its a baby product, their fear might be that nothing will work for their baby or that
other parents might be critical of them. Or if its an eco-friendly product, one of their
fears might be that buying eco is too expensive and that it doesnt really make a dif-
ference.
- Andreea Ayers
This exercise was extremely challenging for me and I feel like I could do it over and
over and over....especially because I have such a diverse group of customers who buy
Brilliant Imports. These questions seem to be very logistical (arent returnable after
a week, fear it wont work in their space) versus emotional. I would recommend tap-
ping into the emotional spectrum here.
- Amy Campbell
I looked at my ideal customers fears in general, not just their fear of purchasing my
products. By doing so it gave me a better idea of what to offer now or how to establish
a relationship with them that will lead to a future purchase.
- Lindy Bragg
Pick just one of your products, or think of one of your offerings. For this, I had to
really dig deep. I came up with a new offeringa jewelry of the month club-type
program. My avatar turned out to be a slightly different customer than my general of-
ferings. Her fears were being irrelevant to her grown children and my product solved
that problem for her. It gave her a way to connect to the important women in her life.
It wasnt a fear regarding my product, per se. It was a deep-seated fear about how
my client interacted with the world. My brand is as much about jewelry as it is about
gift-giving, empowerment, and relationships. So maybe keep digging. It really helped
to ask my friends their thoughts too.
- Melissa Camilleri
ANSWERS
Question 2
I would say the fear is the exact need in the market that your product addresses. Its
the fear of not looking good, of not choosing healthy-enough, of buying the wrong
brand, the wrong vegan shoe, or of not buying the sweetest gift for their mother-
in-law. Your product fills some sort of void in their life, and the fear is having that
need unfulfilled. Address that need first, as that positions your product both as a
problem-solver and enjoyable to actually purchase. The thrill of buying and waiting
for an amazing package in the post that will be instantly gratifyingspritzing on
the perfume, giving the gift, hanging up the picture, etc. They cant wait to get their
hands on it. Then, you want to assuage any secondary fears, regarding return policies
and shipping and whatnot, which will close the sale. A return policy does not a sale
make.
- Jessica Stark
Clients definitely have the fears that you mentioned, although with luxury or art
products it is not that useful to talk about them. What they want is not to solve a
problem, but to bring something beautiful, with soul, thats well-made, or comfort-
ablewhatever it is that you really excel in with your product. These are the benefits
of your product, and you will have to listen closely to hear what it is that people are
feeling when they use or enjoy your product. I have found that by setting the expec-
tation of enjoyment of the product, they really do enjoy it more! I make mention that
I am here to deal with follow-up, in case they need a ring sizing or anything else.
- Natasha Wozniak
By knowing their fears it will help you know what will help them and in turn help
you to sell your product. Perhaps it is as simple as a good return policy for your
product. That may just be their biggest fear, so address that and have the best return
policy available to them.
- Shirley Plant
I struggled with this too, but it helped me think more about what the experience
was that my customer was looking to have when buying my product, not the fears
around the physical product itself. In my case I am selling luxurious, sustainable
skincare. Rather than thinking about fears surrounding beauty, I was looking at the
experience they were getting from buying my product. I want to remind my clients
to slow down, breathe, eliminate stress, reconnect with yourself at the end of the day.
So my clients fears were less related to the actual beauty product and more related to
work, stress, feeling accepted. This way of thinking has really helped me in designing
content for my newsletters and blog posts.
- Gunilla Eisenberg
ANSWERS
Question 2
Some of the fears that I have come up with (as well as my other jewelry designers)
include the following:
Feeling isolated or alone
Being just like everyone else; lacking originality or personal style
this is an actual fear of mine as someone who is like my ideal client
We use this example of a yoga jewelry designerthat they are
going to be lost in the shuffle, overworked, overstressed (or maybe
that they actually are) and the product has a healing element
Losing the memory of a loved oneIve personally catered to this
for bereavement and heirloom jewelry
That their loved ones are going to die and there will be nothing to
remember them by (pets and family alike)
That the investment is not worth the value
That its going to fall apart
That they wont like it and they paid all of this money for it (espe-
cially in the case of custom work) if they cant try it on in advance
That they are never going to find the right (insert piece of jewelry)
that is unique, original, and becomes a statement of herself
- Tracy Matthews
They might not be terrifying fears on the surface, but there are fears. Everyone buys
products for some deeper reason. What would your Ideal Customer Avatar feel like if
they really wanted your product, but didnt buy it? Does owning your product show a
certain status? Is it in trend and cool? Or does it just make life easier?
- Jenny Hansen
ANSWERS
Question 2
Product businesses usually dont solve a customers problem in the same way an
information or self-help product might. Still, there are a few problems which prod-
uct-sellers can solve ahead of time:
Refunds and returns are a good example. Having a friendly and transparent
exchange policy will eliminate the fear that the product may not live up
to expectations. After all, they cant hold the product in their hands when
purchasing online.
Another fear could be that you may not be genuine or reliable. This can be
solved by a really good about page, solid shop policies, and featuring positive
feedback from previous customers.
You could also compliment your customer on her good taste in the order
confirmation (this could be an automated message). We all like positive
reinforcement, it feels good when someone says you made the right deci-
sion. It could be a little tongue-in-cheek as well, it doesnt need to be super
formal.
If youre still unsure, see if you can ask some previous customers for their
opinion. Did they have any doubts before purchasing? Were they unsure
about anything during the transaction? Do they have suggestions for im-
provements?
While its a good thing to make your clients feel safe (the above examples are just a
few ways of doing that), I wouldnt get too hung up on trying to solve problems when
its not central to your business. Still, its good to keep it in mind, it may help you un-
derstand your customer in a different way.
- Elzemieke De Tige
ANSWERS
Question 2
I finished doing the Ideal Customer Avatar exercise for my product, but my
imagination invented this whole scenario of a young, stay-at-home mom whos
worried her husband will lose his job and will have to go back to live with her
alienated parents and, well, my product never really came into the picture. Am I
doing it right? Should I be focusing on the objections to purchasing my product
and then why it makes her life better? I dont sell high ticket, life-changing stuff,
just a simple knitting tool. My poor customer is so tragic.
Everyone experiences tragedy in their life, so its not necessarily a bad thing that
you envisioned such a worrisome customer. If the above example truly is your ideal
customer, then perhaps you see your product not exactly as a solution to all of her
problems, but rather, as a means of escape. Perhaps this worried stay-at-home mom
feels less stressed when she knits, the methodical stitches ease her mind and help her
think clearly. However, if this was not your intention, then perhaps youve accidental-
ly internalized the examples given in B-School and created an ideal clientfor a life
coach! It doesnt hurt to really think about your product, and go back to dig deep into
who your ideal client or customer would be.
- Megan Petersen
The best advice I ever got for this question came from my wife, a long-time sales
person, and she always says, share benefits over features, meaning you find ways to
let your customer know how your product is going to improve their life instead of
how it can help them do their work. For example, Our precision knitting tool will
make you more accurate, so you can spend more time creating and less time fixing
problems. I know nothing about knitting, but it sounds like something that needs
space age technology, dont you think?
- Dave Conrey
Ask yourself: is this your Ideal Customer Avatar? Will she be your best customer?
My guess is not. Focus on the benefits your product will bring to your ICAs life. How
will it make it easier? Will it help her escape her daily routine? Knit faster? Better?
Stronger stitches?
- Kristi Soomer
QUESTION 3
ANSWERS
Or is she? Maybe your knitting tool gives her hope. Maybe shes knitting baby hats
for mothers that need something for their babies heads, or maybe shes knitting socks
for people at the nursing home. Maybe your simple knitting tool is changing the
world. Give yourself the chance to make a difference in peoples lives, even if what
youre selling just gives them a bit more joy practicing their art.
- Whitney English
If your product never came into this situation, try brainstorming a second customer
demographic. What really helped us as well was having another individual involved
with the company to bounce ideas off of and discuss in-depth who our avatars are.
If we focus on perceived objections, objections will be at the forefront. (Thoughts
are magnets.) Keep it simple, pleasurable with the added bonus you can make money
doing this. Suggestion: instead of just a simple knitting tool try this wonderful tool
will make knitting_____while enhancing your _____. You fill in blanks.
- Elise Muller
I think you should be focusing on the fears that might come around with using or
buying your products. Its also good to know what their overall fears are, which is
where your scenario comes into place as well, but the main idea of doing this exer-
cise, in my opinion, is to use this language in your marketing materials. So you might
not be talking about going back home and living with your parents when you are
selling your knitting tool, but you can talk about things like how the knitting tool can
help you save money because you can knit something yourself or it can help you re-
lieve stress because knitting is calming. Or you can talk about how your knitting tool
helps you create a one-of-a-kind item that your family will love because no one else
has it. All of those play into the bigger picture in some way.
- Andreea Ayers
MARIE SAYS:
Yes! Yes! Yes!
ANSWERS
Question 3
I think youre doing it just right. Most people have trouble going this deep so kudos
to you. Yes, it sounds tragic but there is gold in your realization. Use the information
to make your product more valuable and appeal to this avatar. How? For starters, lets
focus on the stay-at-home mom. I think you mentioned your tool is not a high cost
product so how much difference is it going to make in the worst case scenario you are
talking about? None.
Is not buying this knitting tool going to put this family over the top to lose their
house. Not likely. Speak to this house wife about how affordable it is and angle your
remarks to create value in the experience of your product. How? Glad you asked. Use
lots and lots of associations. Knitting is wholesome, traditional, and crafty. Crafty can
be seen as thrifty in the right light. By making homemade knitted items this wife is
saving tons of money! Create levity for her and make the purchase low stress empha-
sizing the value in the price of the tool for the many ways it can bring quality to con-
tinuing her craft at home. What a wonderful way to invest in an American pastime!
- April DeMarco
Who is the ideal customer purchasing your knitting tool? Shes probably going to
be the kind of person who buys one for herself, and then she raves about it to all her
friends. Maybe she goes to knitting groups where others will see your products and
be interested in it. She might be knitting because of her role of stay-home mama; your
customer is someone who will appreciate the tool that makes her hobby better. Think
of who she is: why she knits, how knitting fits into her life, how your tool fits into her
knitting.
For product-based businesses, your Ideal Customer Avatar does have practical con-
cerns and fears about your product and those concerns need to be addressed before
she will buy. But they arent why she buys. Her why is deeper. She wants an item to
save her time, save her money, make her feel good, or make someone else feel good.
Thats where her deeper fears come in. Those deeper fears dont need to be dramatic
or overdone, but they are there, even if your ICA doesnt recognize them as driving
her purchase.
- Angie Green
FOR PRODUCT-BASED BUSINESSES, YOUR IDEAL CUSTOMER AVATAR
DOES HAVE PRACTICAL CONCERNS AND FEARS ABOUT YOUR PRODUCT
AND THOSE CONCERNS NEED TO BE ADDRESSED BEFORE SHE WILL
BUY. BUT THEY ARENT WHY SHE BUYS. HER WHY IS DEEPER.
MARIE SAYS:
This Kicks A**!
MARIE SAYS:
Right. On.
ANSWERS
Question 3
We find its most helpful to focus on the fears directly related to the business or
product. Our deeper fears or nightmare scenarios can drive decisions oftentimes, but
that doesnt always help you figure out how to improve your game and your product.
Example: with skincare, a client may be scared of having a bad reaction to a product,
where the deeper fear is being seen as unattractive. Whats most helpful with this
scenario is to assuage the customers fear of a bad reaction, which will give confi-
dence in using the skin care product, which could ultimately improve skin and confi-
dence. Taking your thoughts too far off the game can be just plain old confusing.
- Robin King & Lynn Flanagan-Till
Have you asked yourself why that avatar came up as your ideal customer? If your
product never came into the mix, maybe this customer avatar you created isnt quite
your ideal one! What qualities would someone have who really wanted your tool?
Maybe thats an easier question to ask.
- Melissa Camilleri
I think the Ideal Customer Avatar exercise was really valuable, though again it was
hard because my product really could appeal to 15-90 year old men! However, I did
focus in and did create an ideal avatar which I reflect on regularly.
- Victoria Clayton
I had a little trouble with the Ideal Customer Avatar as well, until she was actually a
real person. I know this isnt the point of the customer avatar, but I feel perhaps with
products, we need to diverge from getting into their minds 1000% (since we are not
selling intellectual material, like coaching) and actually get to know a real paying
customer and what makes her tick, and spend.
I chose my avatar and modeled her around a real customer. I exchanged emails with
her so I knew how she wrote, what she liked, her hobbies, and all kinds of details
about her life. (Shes so nice and smart!) I made up details about her as well, but I
really got to know why she decided to buy my products, why she loved them and
exactly how they fit into her life and lifestyle. If you do not have a paying customer,
then I would look at everyone who has used your products, and pay attention to their
feedback (negative, positive, and even the neutral comments). Invent your avatar
based on this feedback. Letting your imagination fly is fun and cute, but might actual-
ly paint you into a corner.
- Jessica Stark
ANSWERS
Question 3
For a knitting tool, keep the problems very simple. Does it help to keep the yarn un-
tangled? Will she spend more time knitting and less time untangling?
- Natasha Wozniak
I can totally relate. I had a similar problem at first. I sell handmade buttons so no
one is going to die if they do not buy my buttons. What I did was focus on both: fears
in general and product-related fears. Use those general fears simply to better under-
stand your customer, even if they do not relate to your product directly. You can use
the more general fears as an awesome starting point for extra content or freebie
offers.
For example, in the beginning one of my ideal customers was a young woman with
kids and a handmade business who struggles with time. One of her biggest fears was
to never have enough time, to not get stuff done in time, to forget stuff, to be stressed
out for the rest of her life. Even though I could not directly address this fear with my
handmade buttons, I could address it with blog content and this way relate more to
my ideal customer. But also try to come up with some more product-related fears as
well. With a knitting tool your client could fear being bad at knitting, to never get it,
to not be able to use it, or to just buy another thing for her knitting-stash that never
gets used... I am sure there are many more.
- Ursula Markgraf
When I am asked this by my other designers, I usually tell them that their deepest
fears are how it relates to their product. For instance, my ideal client is someone
who holds sentimental value to family and things passed along for generations. She
definitely has her own personal style and is afraid of getting lost in the crowd or not
standing out. Her deepest fear is losing herself and her originality. So when she and
her boyfriend start looking for engagement rings, she cant find anything she likes.
It sounds like torture to have to wear a ring that every other girl is wearing. Tiffany
& Co. makes her want to puke. (She may not say that outloud though.) She comes
across my website and voil: someone who has a sensibility just like she does. Who
specializes in designing just for the individual client and focuses on her personal
style and personality. Ive solved her problem, she cant believe that this is the perfect
solution and I am designing the perfect ring for her.
- Tracy Matthews
ANSWERS
Question 3
I think it is good that you have seen your Ideal Customer Avatars life and personal-
ity. Dont minimize your product. Why is she buying your product? Does she have a
hobby of knitting? Maybe to calm her mind and focus on somethings else other than
her worries? Does she feel pride and satisfaction that makes her feel good and happy
after she finishes a knitting project? Really think about why your customer is using
your product and what that is doing for her.
- Jenny Hansen
I actually had similar issues when doing the Ideal Customer Avatar Fun Sheet. I also
got so wrapped up in the life of my fictional character, that I drifted away from the
purpose of the exercise. What helped me, was to go through all of the questions once,
really thoroughly, and then put them aside. I had my ICA in the back of my mind
when writing copy, and that was enough.
In my opinion, getting to know your customer is a process. Doing the ICA is just one
step in a much longer journey. However before doing the ICA, my content seemed
to focus more on my peers than on potential customers. Either that or there was no
content at all. (I hoped this would highlight my mystique, but really, it just made peo-
ple forget about me more quickly.) The exercise can help you hone your output and
reach out to your audience from your heart.
- Elzemieke De Tige
Pricing is important and you dont want to price yourself out of the market; howev-
er, in the end if you cant produce your product, pay your expenses, and have money
left to pay yourself at the end, whats the point? Dont forget to look at whether you
need a retail and or wholesale strategy, and a commission to pay a for manufacturers
representative if a retail strategy is part of your plan.
You need to feel completely confident in your pricing, and it will be too expensive for
some people. Thats OK. Put yourself in front of more of your ideal customers. I have
no trouble charging department store prices for my products. I know without a doubt
that Im using premium organic ingredients and I scent Pure Natural Diva Botani-
cals with 100% synthetic-free fragrances. My products may not be inexpensive, but I
know the value Im really bringing to them.
- Tania Reuben
ANSWERS
Question 3
I have a product-based business and know my prices are too low, but I also know
I need to do a better job of communicating value. Im scared to raise my prices
because Ive been in business for a while and have some loyal customers. I dont
want to piss them off, but I also know my ideal customer will pay what I ask. I
think part of my fear comes from sometimes thinking that my packaging isnt
good enough or that handmade isnt premium, so people wont pay department
store prices for something that I made. I knowthats BS. Any tips?
This is BS! Ive seen products launch with horrible packaging that have done very
well because their product works. Make it a goal to upgrade your packaging once you
have proven sales, but for now focus on what helps you command a premium price
in your industry. Is it the fact that its handmade? Natural ingredients? Worn by Liv
Tyler? Build value from the bottom up not the top down.
- Kristi Soomer
First of all, handmade is as premium as it gets. When it comes to high-paying, lux-
ury-level customers, the number one thing they care about is having products that
no one else has, particularly if were talking about anything visual, such as wear-
able products, home decor, or art. Concentrate on being more handmade, and more
unique to attract these types of customers. Think about it, no one wants to wear the
same dress as someone else at a party, so what better way to assure that doesnt hap-
pen than to go the handmade/original design route?
Second of all, when you charge premium prices, you get less orders, but you make
a lot more money. You arent working your fingers to the bone to produce enough
cheap inventory to sell in order to make ends meet, so you can take your time with
each product, and each package that gets sent out. You will take more care including
a handwritten thank you note, and wrapping your products so that each of your cus-
tomers will feel like its his or her birthday when he or she opens your order, and you
will be able to afford to do both from a financial standpoint as well and a time-man-
agement standpoint.
Finally if you are afraid of pissing off or alienating current customers, the easiest way
to convert to more luxury or premium products is by introducing new, premium
versions of what you already sell. Add a new line of necklaces priced at 10 times what
your current necklaces are, but offer simpler, lower priced options in the same vein
of design for your current customers. Gradually, you will be able to make what are
currently your highest priced offerings your lowest priced offerings, without causing
too much shock and defiance from your current followers.
- Megan Petersen
QUESTION 4
ANSWERS
I once made a necklace that was either really beautiful or really ugly. In art there is a
very thin line and I was in such a creative zone that day that I just went with the flow.
So when this necklace didnt sell at first I thought, Oh, no! Its fugly!
So I began to discount it a little at a time. At one point I couldnt sell it for $40. Then
I took B-School. I upped my game so that my vibration of what my work was worth
was matching the vibration I was sending out about my brand and ultimately what
I was worth. I had a small table at a vendor night and that fugly necklace sold for
$100. It was priced up after committing to industry pricing standards in my industry
and was actually $115 but the customer unexpectedly only had $100 on her and want-
ed this necklace. I was happy to discount the price and sell it to her. When she put it
on she was so happy that this belonged to her. She couldnt believe someone before
her didnt snatch it right up. She was honored to buy it.
Funny follow up: this customer emailed me first thing the next morning feeling bad
she didnt have the extra $15 on her and insisted on getting me the additional money
because she loved her necklace and felt guilty for paying one cent less than it was
worth.
I noticed in your question that you stated your customers will pay what you ask but
you are scared to ask. This really speaks to your relationship with money. Do you
not think you are worth it? Look how badly our minds create an opposing argument
to keep us in our current belief. You support reasoning about your price compared
to department stores. There are many ways through your obstacle but I am going to
tell you to shift your perception. Small changes can help. Make your to-do list and
upgrade your packaging. Who says handmade cant be premium? I see handmade
being turned into premium all the time with everything from leather goods to hand-
pressed soaps.
Clearly, youre frightened over the switch. If youre apologetic about your increase
customers will smell it a mile away and they might imitate that insecurity when
purchasing. Make a list of the top five reasons why these loyal customers do buy from
you and post it above your computer. You need to begin to believe you are worth it
and move forward with confidence.
- April DeMarco
MARIE SAYS:
Killer B-School
Pricing Story!
ANSWERS
Question 4
First of all, as a business owner, you need to be responsible to charge enough. Thats
what makes a business sustainable and keeps you from going under. Second of all,
dont buy into your customers fears. Thats scarcity mentality. As an entrepreneur,
you cant afford to buy into scarcity mentality. You have to think abundantly. The
customers that are the right customers for you will agree with your price increase,
because they will see the value. The ones who are only thinking of themselves and
their pocketbooks will whine a little, but realize that you need to be listening only to
those who appreciate your value. Youll also be surprised that youll earn a little bit of
respect from those who are smart enough to realize you werent charging enough in
the first place.
- Whitney English
In a society that is fast-paced with items manufactured in China, handcrafted is
(almost) a lost art. Most consumers dont understand the care, time, and thoughtful-
ness an individually crafted product encompasses. Martha Stewart has a new mar-
keting strategy that I love: Made in America. How wonderful, eh? My packaging is
not where I envision it to be a year from now, but its lovely and its what I can afford.
Confront your fear of its not good enough or your fear will prevail. Remember, only
you can bring to the world what your blessing ishonor that and others will honor it.
As for raising prices, Ive just significantly raised my prices to a price point that is ap-
propriate. I almost went bankrupt trying to offer rock bottom prices and thats not
gonna happen again. Most of my customers have been with me for over 15 years and
not one has batted an eyelash at raised prices. In my case (organic skincare) certain
consumers will compare organic prices to chemically laden products offered at CVS,
etc. for $5.00. If they want to use products containing ingredients found in breast
cancer tumors, that is of course, their choice. I dont compete with those ethics.
Quick and important side note: as my products are 100% plant-based, I often vend
at Farmers Markets and Flower shows. Many years ago my booth was alongside an
organic farmer who placed a five inch chalk board with the title Ya think its expen-
sive? by his boothhe was way passed tired of folks thinking organic is expensive.
His chalk board listed his year-long endeavors (and costs) from the time a seed was
placed in the ground to the time his product was offered. It made a huge impact. As a
product-based business owner, I know my customers appreciate and value my ethics
(Fair Trade, organic, sustainable, and giving back). Make this a part of your marketing
strategy. (Which also gives customers the opportunity to support organizations that
you support).
- Elise Muller
ANSWERS
Question 4
Yes, sometimes people who buy handmade goods feel that they shouldnt have to
pay as much as they would at Bloomingdales, but that doesnt mean you shouldnt
charge as much. It definitely comes down to communicating the value, and on this I
defer to Simon Sinek who says, People dont buy what you do, they buy why you do
it. Start sharing your why about the quality of the materials you use, and your why
about the methods to produce it, and the right people will find you and buy your
products. Also, something to consider on price: you can spend the time to make and
sell one item at $50, or you can take twice the amount of time to make and sell two
items at $25which would you rather do? The beauty of it is that you may lose cus-
tomers when you raise your prices, but now you only need half as many customers.
- Dave Conrey
There is a huge movement towards handmade and one-of-a-kind products and
people are willing to pay more for them! There is a market for what you are selling.
When I started my soap business, I thought there is no way that someone would pay
$8 for a bar of soap. But when I did the numbers, I knew I couldnt be profitable and
sell to stores if I priced it any lower. And guess what, my soaps sold out over the holi-
day season and I had over 200 backorders waiting to fill. Never in a million years did
I think that anyone would spend $8 for a bar of handmade soap.
If you have a client base that is already used to paying a certain price, you can try to
increase your prices gradually. So instead of going from $20 to $30 for example, you
can go from $20 to $25 at first and then after a little while you can go to $30. Make
sure you let your current customers know that you will be increasing your prices
(and tell them why) and give them the opportunity to stock up on what you already
sell at your current price.
- Andreea Ayers
Youve answered your own question. Tell yourself a different story until you believe
it. Then youll have a new perspective. Market your product based on its strengths,
not on its weaknesses. Ask yourself what kind of packaging your ICA will appreci-
ate when she orders and receives her package; ask yourself why shes choosing your
product over another.
ANSWERS
Question 4
The more comfortable you are with money, the less this is an issue. Also, you need
to be 1000% proud of everything that you make and sell, including the packaging,
branding, production, etc. When you feel like your product is the best thing on the
market, it becomes very easy to sell, at any price. The promotion and marketing be-
comes less about pushing the product on customers and more about being an evange-
list about your work.
- Angie Green
Having not seen your packaging, people do pay a premium for handmade goods in
attractive packaging. If you have a gut fear that your packaging isnt good enough,
then go back to the drawing board! Dont question this any further. Always market,
speak about, brand, and package for where you want your business to go, not where
you are today. You can and will have loyal customers at any price point when your
product is amazing.
- Robin King & Lynn Flanagan-Till
Hard to believe your product is worth the price it deserves? Build faith. Look at oth-
er products similar to yours, compare prices. Maybe add a product that is at a differ-
ent price point to meet the needs of your loyal customers while working to add price
point to value of each creation.
- Lindy Bragg
Have some money-cleansing mantras hanging in your workspace. Value the time
you put into your creations. Dont offer too many sales. Perhaps you put a little more
effort into your packaging by starting a more luxe version of your current offerings,
just to introduce your higher-valued products. You can start phasing out your lower
priced items.
I think of the store Express. When Express first opened, they had very affordable
clothing and lots of sales. And then little by little, they started phasing out their less
expensive items, and got a brand makeover, which included more luxe products.
If youre not into offering a new, more expensive line, then communicate to your
customers that your promotional pricing will be changing after x date and to stock
up now to get your stuff at x price. Then little by little, start increasing your prices.
Believe you deserve to be paid a price that is worthy of your time and craftsmanship.
- Melissa Camilleri
ANSWERS
Question 4
Be premium if thats what you want to be but be it. Seriously. Dont half-ass it here.
Raise those prices. I bet your sales will increase, its the strangest but most empower-
ing phenomena in sales. You already know your people will pay your price if you walk
the walk, so perhaps your gut is right if you dont think your packaging is premium.
Branding and packaging is some of the best money you can spend on products so
show your brand some respect! If you have a proven product that does sell, then dont
cheap out. Its a one-time cost that pays itself back in no time, and the ROI is huge.
- Jessica Stark
I create a handmade jewelry line, and I believe that my work is far more valuable
than what is in department stores! Most of that is made overseas in a factory; where-
as, my clients can have their jewelry customized easily because I am the one making
it. This is all about confidence.
A few years ago, I went from a production line collection to a higher-end collection
that was much edgier and hand-fabricated. In a way, this was my way of dealing with
the problem of my collection being underpriced. As I introduced new product, I put
it in a completely different price category. Some of the old customers came along
with me, some of them dropped off, and frankly, the ones that were a huge pain in
the ass were the ones that dropped off. The older customers will be really happy that
they bought from you at a time when they got a great deal, and will treasure those
pieces as they see you grow!
- Natasha Wozniak
Being an artist, I talk a lot about the process and the steps I take to create the de-
sign. I frequently post what Im working on to social media and let people know its
just me doing all the drawing. Knowing that my art is not mass-produced and that a
portion of it goes to help other women through charity work, I think prevents people
from freaking about the pricing.
- Gretchen Cawthon
MARIE SAYS:
Killer Tip!
MARIE SAYS:
Best Supportive
Pricing Smack-Down
BE PREMIUM IF THATS WHAT YOU WANT TO BE BUT BE IT.
SERIOUSLY. DONT HALF-ASS IT HERE. RAISE THOSE PRICES.
ANSWERS
Question 4
A lot of fear around pricing starts in our own limiting beliefs. Like you said, you
believe handmade is not premium, so youre scared of raising your prices. The best
thing you can do is change your mindset! I know thats easier said than done. But
there are a lot of resources out there on pricing: courses, books, websites, etc.
If you have the resources, I highly recommend hiring a coach. I worked with a coach
on my mindset around my work and it made such a huge difference. Once you truly
believe that you are worth the price you are asking for it gets so much easier. Also, if
possible stay away from people with a scarcity mindset. Try to mingle with people
that truly believe that there is enough for everyone and that you need to charge what
you are worth. And if you cannot find such people in real-life, do it online. It will rub
off in the long run! I suppose that real-life is better, but I did not have that option so
went with onlineand it worked fine for me.
If you had your prices for a while and are scared of changing them, use a trick. Do
not just up the prices, but find something that you can improve or change and along
with that up the prices. I found it really hard to increase my prices. To me it really
helped that I rebranded myself and put up a new website. New site = new prices. And
yes, I did lose some of my old customers. But those were the ones that I was not too
thrilled with anyway. If you are not putting up a new website you could create a new
collection or even close the store for a short while for renovation and re-open with
new prices. As long as you announce that you will change your prices beforehand so
your customers know what to expect, all is fine.
In regard to communicating value, make sure that everything that you put out fits
into your brand and fits to your (higher) price. To communicate how much your
product is worth you can share more about your product like how it is made for
example. When I talk to people and explain to them how many steps it takes to make
my handmade buttons, they are usually much more appreciative of my work. Most
people do understand that you have to make money with what you do. They just do
not necessarily know what goes into your handmade product when they see it.
About your fear about the packaging: I would recommend to get some outside per-
spective. For example, I always thought I should somehow make my packages more
special. I always had the feeling they are not enough and was always thinking about
ways to improve. Then another product-based business owner (whom I had admired
for her packaging) bought from me and complimented me on my lovely packaging. So
yes, it is important to trust your gut, but sometimes youre also simply too deep into
your own stuff to really judge it. So ask some outsiders what they think of your pack-
aging. If youre still not happy about it or get comments that suggest that you could
improve that area, then just do so. Youll feel better afterwards and it will feel better
for you to raise your prices.
ANSWERS
Question 4
(Contd) Another thing that helped me with pricing: pay attention to what people are
spending money on and what other people charge. Im not talking about people in
your niche, but generally. For example once I saw this crazy product, I think it was
a sewn or crocheted chainsaw, for over 100. I figured if they can pull this off, then I
can certainly charge more for my handmade buttons.
Lastly I want to add something: just know that once you raise your prices, you will
get used to them. It will not always feel awkward or strange or uncomfortable. It just
feels like that initially. So you just kinda have to take the leap and trust it will go away.
The best thing ever: youll get compliments, people telling you your stuff is awesome
(even with the new prices), and thank you for your stuff. Once that happens, you do
not worry about your new prices anymore. I am not just writing that because I read it
somewhere, this is exactly what happened to me.
- Ursula Markgraf
Slowly work on inching up your prices and leveling up your packaging. After I
closed my wholesale business and started doing custom work, I got a lot of clients
who nickeled and dimed me. In fact, I had many clients that I even lost money on.
I had a lot of fear that if I didnt work with those clients, then I wouldnt be able to
pay my rent. So I continued to do it, taking on clients who were not leveling up to the
value I offered. Many didnt even understand the value I offered.
I started describing my process more and explaining why X, Y, Z could potentially
cost a lot more than an off-the-rack piece of fine jewelry. I also communicated the
fact that depending on the type of piece, I could often save my clients a lot more
money. For me it was all about being a better communicator of the service and prod-
uct I was delivering. Today, I have a starting price point for my custom work and I
dont take on clients that cant rise up to the value I offer, or that I dont think are a
good fit for my design process. What ended up happening is that a lot more of the
right clients started flooding in. I was actually surprised. I dont even have to work
that hard to convert clients anymore because of the way I communicate with them.
- Tracy Matthews
ANSWERS
Question 4
Is your packaging a source of insecurity? I would suggest creating new, beautiful
packaging that you feel proud of and then charging more for the product with the
new packaging. Keep your old prices without the new packaging available. But I
think that youll find that your current customers will want the newer version of
your product and buy it. You can slowly phase out the older version of your product.
It is important for products to continuously update as well as your prices. What can
you do to feel like your product is unique rather than handmade? I would suggest
making a brand stamp or tag to add to the product. It helps give things a more premi-
um feel. Lastly, change your perception. Attitude is everything. It helps if you look at
your product as its own entity that is outside of you. Your brand is you. Your product
is the product.
- Jenny Hansen
Yes! Start by adding some practical statements to your item descriptions. A toy
designer I know always adds up the amount of hours it takes to make the toys. This
helps her customers understand the value of what theyre buying. I sometimes in-
clude a line about the quality of the materials I use, or about what my work process is
like. This informs the customer, while also allowing her a peek behind the scenes of
your company.
If youre feeling insecure about your work, you could refer back to feedback youve
gotten from previous customers. What positive things do they say about you? What
positive things do your friends and family say? Be sure to write these down and stick
them on your wall, then up your prices. This way, youll come from a much stronger
place. Dont forget that raising your prices doesnt necessarily scare people off, it may
even give them the impression that your star is on the rise. It may delight and thrill
them to watch you grow!
- Elzemieke De Tige
Ultimately we are in a marketplace that is full of distractions and competition. I
often share some of my background with customers, things like the fact that growing
up, I lived in a teepee, on a communal dairy farm and left home at 16. It helps them to
find me and Pure Natural Diva because it makes my story more interesting. Sharing
this very personal side of my background enabled Pure Natural Diva to stand out at
our first trade show and win coverage in WWD and Fragrantica.com.
- Tania Reuben
ANSWERS
Question 4
If you provide premium anything, then you need to believe it is worth it before you
can sell it. Period. If your clients are loyal and you want to up your price, then do you
see the value in that? What is the value for them? Is their business one that repeats,
can you offer small discounting? Can you offer referrals from them and lock them
in at a small price increase opposed to large price increase? Can you educate them
on the effects of economic factors or the cost if they switch to another vendor? Can
you provide any value? Can you provide any free education that they need but would
otherwise have to pay a bunch of money for? So, even though you sell product, you
should still be an educator and always provide service above and beyond your com-
petition. What could you share or teach them that would be invaluable to them?
- Bethanie Nonami
ANSWERS
Question 4
I understand that stories are a good way to connect with customers but Im
having trouble seeing where it would fit into my product-based business. Where
would I share these stories?
Finding the right story to connect with a customer should be based on their inter-
ests, needs, and desires connected with the most authentic version of your brand.
The story must be rooted in truth. Your truth, and their truth. Start with your Ideal
Customer Avatar work, and try to visualize what types of stories resonate with your
ICA. Are they motivated by entrepreneurial success stories? Stories of the underdog
winning? Love stories? Write it down!
For where to connect them to your business, a good place to start is to look at how
other successful product-based brands tell their story. Typically, its woven into the
fabric of the story of how they came to be, or why they exist, or how the product itself
was developed. These would manifest themselves differently depending on the con-
text. An example: TOMS Shoes. Founder, Blake Mycoskie started his business telling
the story of why he started it and how he discovered his purpose . Another example is
Spanx. CEO Sarah Blakely tells her brand story of being frustrated with the look and
quality of pantyhose, heres how she tells her story.
- Kristi Soomer
People interact with products all of the time, and many of those interactions make
great stories. If you sell a wearable product, for example, one of your stories might in-
clude some of the unusual compliments youve gotten from it. Other stories can come
from interactions youve had with customers, how you came up with your products
in the first place, or indirect stories relating to subjects that your ideal customers
would be interested in, though not directly involving your product. If you sell bridal
jewelry for example, you could tell a heart-warming story about your own wedding,
even if it doesnt have anything to do with jewelry. Your ideal clients would still be
interested in reading it.
Stories directly and indirectly related to your products work well on your websites
blog (and yes, you should have one), in your e-mail newsletters (especially as intro-
ductions to promotions), and even in your product descriptions. We all love a good
story, even when were shopping!
- Megan Petersen
If nothing else, tell the story of your journey to developing the product. And tell
your story of how you continue to improve the product.
- Whitney English
QUESTION 5
ANSWERS
People love hearing about others experiences. Share testimonials and stories of
your customers using your products. We do this on our website and feature a Love
Letter in our monthly newsletter.
We all have a story to tell. For me, one story had to do with observing my garden,
how Chamomile and Lemon Balm strengthened each other. As a gardener and herb-
alist, I knew there was a formula in this and I created Sweet Melissa Moisturizer. It
was a grand story and continues to be an exceptional product.
Another example, I was reading a local historic book on the tanning industry that
took place at the turn of the century in the mountains where I lived. One sentence
that stood out, ...the old timers used Comfrey Root to soften leather. Soften leather?
I thought, Imagine what that could do for dry skin. Comfrey Facial Cream was creat-
ed (and has helped numerous dry, cracked complexions). Look around you, see what
influences and motivates you. Surely you have stories to tell.
- Elise Muller
Your product descriptions and your about page, as well as your packaging, are a
great way to connect with your customers. I am a huge fan of using the words you
and your throughout your product descriptions, packaging, and even on your about
page. The more you speak directly to your customers, the more they will be able to
connect with you.
For example, if you have a piece of jewelry and your product description says hand-
made from 24K gold in the USA, youre not really giving your customer an oppor-
tunity to connect with you. But if you change it to say something like, Youll feel
amazing when you wear this 24K gold necklace and youll feel even better knowing
that it was handmade in the USA especially for you. Theres a direct opportunity
for connection. Focusing on benefits (how your product is going to make them feel)
as opposed to the features (what your product is) can go a long way in creating that
connection.
- Andreea Ayers
Look into my video on my homepage labeled The Purpose. I make jewelry and art.
Ive had a tough time too sorting it all out but came back to the core of why I make
art. I found a way of letting people know at the same time how meaningful it is to buy
a product of mine.
- April DeMarco
ANSWERS
Question 5
Theres your own story: who are you? Then theres your companys story: what
brought your business to where it stands? Then theres the story of each of your
products. For instance, each of our products has the story of its name included on its
packaging and on its web page. Our customers love the special stories of how each
color was designed or named.
This is one of the best ways to create loyal, repeat customers. Connection to a busi-
ness is easy when you understand or identify with why they do what they do. Its fun
to know a little bit about things behind the scenes, why you went into business, share
fellow customers stories, etc. At Stash we try to share our stories in a number of
ways: on our blog, in our newsletter, with photos on social media, etc.
- Sonia Rutys
People love to buy from people they know, and they love to buy things that tell a
story. Its even better when they get to become part of that story. You may be selling
hand-knit shawls, but they are actually buying more than a shawl. They are buying
the happy feeling of supporting an artist, or the feeling of giving the perfect gift to
someone who needs a pick-me-up, or the feeling of treating themselves exceptionally
well. Those are the stories of your product. Where and how you tell them becomes
part of your brand.
Every single time you are communicating about your business, you have an opportu-
nity to tell a story. Some examples include: articles, blog posts, your packaging, social
media, pitching to bloggers or the media, craft shows, talking about what you do,
Etsy, your business cards, etc.
- Angie Green
Customers love to hear product stories! Because I believe in healthy working con-
ditions I always research the items I sell to the best of my ability. My customers love
knowing that their purchases are making a difference. If you create your own prod-
ucts, thats even better! Tell your story, be proud of your accomplishments, and share
them. If you have a brick and mortar store tell everyone that engages. If not, use your
website, blog, etc.
- Lindy Bragg
ANSWERS
Question 5
I started a blog during B-School and featured stories of customers who bought
my products for a cool reason: brides who bought for their bridesmaids, a guy who
bought one of my rings to re-propose to his wife, a woman who bought pink pieces to
give to her breast cancer charity walk team. Feel-good news stories are always awesome.
You can run a contest even, asking your customers to show you where and how they
are using your products and how its helped them or brought them enjoyment. I also
started a series where I interview other women who are living my companys mission
or are aligned with my brand in some way. I feature them once a month and have a
set of questions that kind of lead them to giving advice to my customers. I sell jewel-
ry and these women almost never actually talk about jewelry. They talk about living
whole-hearted lives. This content, though, is still on-brand and adds to the commu-
nity of customers Ive built.
- Melissa Camilleri
I also had problems with this in the beginning! I started telling stories about why my
customers came to purchase from me, why I made the piece, how I made it for this
particular person, and if possible, their reaction after they receive my artwork. What
I make is more than 50% of the time gifts for loved ones, and I especially love telling
these stories. The key is to be authentic. Is this an interesting story for you to tell? I
make a habit of jotting down inspirations and ideas for copy in my day-to-day.
- Nina Huang
I have stories in my product description la J. Peterman. This isnt for everyone, but
I think its fun and unexpected. Blogging and newsletters are another great way to
storytell. You could use case studies, testimonials, etc. as stories too and never ever
underestimate your story. People love makers and what makes us tick!
- Jessica Stark
Do you have stories from your clients? I made a couple of videos that showed my
process as well as told the story of the jewelry that I made for the client. Another po-
tential way to discover stories is to collaborate with a writer or poet to create words
around your product. The key is to experiment and try any of the ideas that come to
mind. The only way to know what will resonate with your clients is to try it out and
get their reactions.
- Natasha Wozniak
THE KEY IS TO BE AUTHENTIC. IS THIS AN INTERESTING STORY
FOR YOU TO TELL? I MAKE A HABIT OF JOTTING DOWN
INSPIRATIONS AND IDEAS FOR COPY IN MY DAY-TO-DAY.
ANSWERS
Question 5
Use stories direct from your customers that tell the story of how your product made
them feel or made their life better or easier etc. Tell these stories on a testimonial
page on your website, as little snippets on social media platforms, and through your
newsletter and blog. The same can be done with photos. Encourage customers to
snap photos of themselves using and/or wearing your product, or take a photo of
your product in their home. These days its so much easier with Instagram & Face-
book hashtags.
- Natalie Long
We did blog posts about the products and the business to tell stories and make it feel
more personal. Stories also make an appearance on the about pages of our website &
blog.
- Nell Foster
On my site, I let my fans submit their stories. I have a page where they can post
them that lists guidelines and topic ideas. Mainly I want them to answer the ques-
tion, Have you ever been told you cant because youre a girl?. Ive received a lot of
great content and I usually feature one story in my weekly email.
- Gretchen Cawthon
Everywhere! Literally! You tell a story with your brand, with your website design,
even with your packaging. If you want to learn more about storytelling check out the
website of B-Schooler Amy Tan. She is awesome at this. And then you put your story
into your About Me, into your Welcome page (if you have one), I even put bits of
story into my shop descriptions. It is not only what you say, but also how you say it.
- Ursula Markgraf
ANSWERS
Question 5
There are so many great stories that you can infuse into your email writing, online
marketing, and blog content. I speak mostly from a jewelry designers perspective.
Some of the topics I cover on my blog, and suggest to the other designers that I men-
tor are:
Personal stories of my life that my clients might be interested in: travel,
family, weddings, events, etc.
Travel and inspiration stories
Personal stories of my clients
My design process and how a piece of jewelry is made
Step-by-step in the making of the jewelry
Inspiration as it relates to your brand via celebs, trends, award shows,
etc.
Inspiration from art exhibits. I did a VLOG about the Elizabeth Taylor
Jewels exhibition and how it inspired me
Cool stuff you are doing around town
Expressions of who you are and how it infuses into your brand. If you
design yoga jewelry, regularly talk about your own yoga practice
Client testimonial stories
Inside the designers studio stories
My favorite pieces that Ive designed lately
Industry/fashion trends
Product spotlights
Styling tips
Jewelry care guide
Description of jewelry style; your jewelry style posts
Fashion tips (we also write a lot of wedding trends)
Things related to your product but not about your product: any sort of
lifestyle thing
The price of gold and how thats affecting things
Why custom?
- Tracy Matthews
In my experience, customers love to hear stories about why I created the product I
did, how I did it (be vague describing the ins and outs of your business), my mission,
and values for the product, and also stories about how other customers use the prod-
uct (a huge one). This is a good opportunity to share social proof and testimonials. It
doesnt always feel super comfortable, but telling stories wherever and whenever you
can is huge. People will remember the story and will make mental associations with
you.
- Jenny Hansen
ANSWERS
Question 5
In my experience, your about page is the easiest place to start. Its one of the most
frequently visited pages on your website. Why? Because everyone wants to find out
about the talented creative behind the product. Invite people into your (digital) life
and tell them your story. You can talk about your journey, your working methods,
your inspiration. Itll help you to make an emotional connection with your customer,
which generally lasts longer than just a really kick-ass product. If you want, you can
read my about page.
Stories can also brighten up a stale, bulletpoint description. Of course its important
to provide information about the functionality of your product, but why not jazz it up
with some entertainment? People will stay on your site longer and may even forward
it to their friends. For example, there are millions of cookery websites online, but
I always go back to this one because the copy is so entertaining. You can also have
a look at the description of one of my oil paintings, youll see that its written like a
little story. This way, people who cant buy the painting will still be able to read about
it and learn more about me and my work.
- Elzemieke De Tige
The stories dont have to be about the product themselves. You could tell stories
about how you came into the work, how you decided to design one product over an-
other, teach a new technique you came across, or illuminate a failure that led you in a
new direction. These stories turn your inanimate products into human elements, and
people love those kinds of stories.
- Dave Conrey
Stories that teach will connect. What can you help educate them on? How to save
money? How to make money? How your product would eliminate a pain or bring
them some type of reward? What does your product bring to the table? Now what
story can you wrap around that? What other experiences can you share that they can
relate to?
- Bethanie Nonami
ANSWERS
Question 5
Im working on my Blue Ocean Strategy Canvas and have realized that my
competitors can provide free shipping and returns and have money to spend on
marketing campaigns, etc. I feel lost as to look in-between the lines and find
something special to provide. Apart from providing a community between all
my customers, I seem to be stuck! Any ideas on what other possibilities could be
provided for a product-based business?
You may not be able to afford free shipping or fancy marketing campaigns, but you
probably will be able to offer a personal touch more so than large companies. Whilst
I love the freedom of having 100 days to return my purchase at Amazon, the trans-
actions I have with them are usually quite impersonal. If I purchase something from
a small company and I get a little handwritten card with my order, I feel kind of
touched. If they remember me when I contact them again, it deepens the bond even
further.
Think about what you can offer on a personal level. Maybe a yearly Christmas card to
all your customers with a discount coupon, or a little free gift upon their second pur-
chase. I try to be as generous as possible, with regular giveaways, extra tuck-ins and
lots of free content. Its a type of personal connection which your customer probably
wont be able to get from a famous, high-profile brand or company.
- Elzemieke De Tige
Often, what you see technology startups doing today is taking a traditional industry
and infusing technology into it to approach it differently. There are hundreds of thou-
sands of new companies in existing markets introduced every year, so how do they
differentiate? Start with the list of table stakes in your industry (i.e. free shipping, an
easy return process, etc.), then go into aspects that arent so business as usual.
Thinking about the problem you are trying to solve by starting your company or the
challenge you are addressing is a good place to begin. For example, there are thou-
sands of menswear brands. Its easy for someone to launch just another menswear
brand. In 2012, Canadian fashion brand, Frank & Oak launched and now has over
500,000 members. Why? Members? Frank & Oak created a membership based mens-
wear subscription service based on the insight that men like their clothes picked out
and hate shopping at the mall. Brilliant. They took an antiquated business model and
figured out pain points for customers.
- Kristi Soomer
QUESTION 6
ANSWERS
Being able to deal with an individual person or even a very small company is a big
deal for a lot of customers. Promising that you will personally handle any of their
issues with your product, listen to their suggestions, and go above and beyond in any
personal wayyou can create a business that gets talked about. So maybe you cant
afford to offer free shipping with every product order, but can you afford to include a
handwritten thank you note? Small touches like that can go a long way.
- Megan Petersen
You are providing you, and your competition cant do that. Your unique expression
of your core is something that no one can duplicate. Infuse your personality into your
business, and differentiate your business from your inside to the business outside.
- Whitney English
Share a special way your products can be used. Think about how you can solve a
problem for your customers. Add value with a free gift for orders over $X.
Assuming we are all small business owners, its impossible to compete or com-
pare ourselves with the fat cat daddies of the industry were in. Instead of looking
between the lines look to yourself, your uniqueness, and what only you have to bring
to the table. In my case, Ive found it helpful to vend at local farm, garden, and flower
shows and engage with my customers, answer their questions, give them samples,
etc. Its been a good strategy.
- Elise Muller
There will always be competitors who can do more and who can afford more! Dont
worry about them. Focus on you and your story! Theres no one else who has your
story, so make sure to share that throughout your website in your product descrip-
tions and your about page and even on your packaging.
Talk about why you started your business, what inspires you, how you give back (if
you do), and how your customers will feel when they are using your products. You
can also offer them a peek inside your work process or behind the scenes, a free gift
with their purchase, a super nice package when you ship, a handwritten thank you
note with each order, etc.
- Andreea Ayers
THERE WILL ALWAYS BE COMPETITORS WHO CAN DO MORE AND WHO CAN
AFFORD MORE! DONT WORRY ABOUT THEM. FOCUS ON YOU AND YOUR STORY!
THERES NO ONE ELSE WHO HAS YOUR STORY, SO MAKE SURE TO SHARE THAT.
ANSWERS
Question 6
If all the difference you can imagine is community then by all means make it the
most awesome community you can. Scream that in all your copy and nurture it with
love! You are also being shortsighted about your offerings. There are many reasons
why someone will buy from you rather than a huge deep-pocket box store. People
feel good about supporting small businesses and being a part of hard working indi-
viduals lives. Personalize your business, get your face on the page, talk passionately
about how their support affects you. These are things you wont see Best Buy doing.
Show a video of your hands doing your work, get people inside your workspace (if
applicable). People will buy from you if they feel an emotional connection and that
can come down to a covetable style and memorable lifestyle you are leading. I cer-
tainly would pay shipping to get a great product from someone I felt I had a liking
for over a big box store. Capitalize over it. There is strength in the way you can move
and express your business over a big one. Big businesses are more conservative trying
to appeal widely and they water down their personality not to offend or turn away
customers so have fun with yours!
- April DeMarco
Maybe you cant compete with lower prices and free shippingthats okay! Do you
have a unique way of packaging your item when you ship it that would surprise and
delight your customer? A fun freebie you could toss in with a purchase? These sorts
of things add tons of value and can create strong loyalty where lower prices and free
shipping often attract one-time deal-hunting customers.
- Sonia Ruyts
How about trying to look for things your competitors dont provide? Strive to offer
the best quality, customer service, and fun. Community is a huge plusexpand on
that. Use social media for marketing! Get your story out there!
- Lindy Bragg
Yes. You can provide exceptional customer service. My customers love that Im
a real person and they can contact me (or my team) with questions or concerns. I
charge for returns and resizing. I have to. I charge for shipping, and no one ever
complains because they are paying to buy from a real person with a real story and
to support a small business. Because you have a small business, your customers can
actually talk to a real person who cares about that sale.
- Melissa Camilleri
ANSWERS
Question 6
Yes, these are ideas I have come up with: tester sizes, free or reduced shipping over
a certain value spent, freebies etc.
- Victoria Clayton
Being small is beautiful. In fact, I may purposefully keep my company small forever
because it is what makes it special and precious. This needs to be reinforced every
step of the way, in your messaging and branding, in all your emails and promo materi-
als in your packages, etc. Handwritten notes are very appreciated. Thank-you fol-
low-up emails go a long, long way. Being on a first-name basis is huge. Making your
customers feel like an insider in your business builds an intimate relationship that
makes them truly want to support you through thick and thin.
My customers know practically everything about my life, which I thought would feel
invasive, but its actually wonderful. Of course, you need some filters, but letting peo-
ple in is a beautiful thing that only small companies can do. Also, you can provide free
shipping if a small part of shipping costs are absorbed in the price of your products.
After a while, you will know what shipping costs tend to look like for you, and you
might be able to offer promos like free domestic shipping over $100, which in reality
is offering about $5-10 free to your customers, which isnt huge, but it feels huge to
your customers, and often urges an up-sell.
- Jessica Stark
Think about when you make a purchase online: What was your experience like?
What was good or bad about it? Did it feel like something was missing? How could it
be improved? Most customers have a desire to feel special, connected, and delighted.
Most online stores send out automated, impersonal email receipts and order con-
firmations and the order arrives squashed into a standard plastic satchel. This is
the norm, what customers have come to expect, but what if you made your email
communication more friendly and personal? What if you include a discount voucher
or small gift with the order, what if you include a handwritten note, and put some
thought into packaging your product in a way that will delight and surprise your cus-
tomer when it arrives in the mail and gives them a warm, fuzzy feeling?
- Natalie Long
This is where being an artist has some advantages. I realized my daily quotes and in-
stagram-type images were really taking off. I started a separate daily email list where
I sent out one image per day with a couple of encouraging sentences, just a bite-size
email with some morning inspiration. Its been going well and is a very cost-effective
way for me to connect with people every day outside of social media.
- Gretchen Cawthon
ANSWERS
Question 6
As Marie says, Build you into your business. How are you better than your compe-
tition? Your story, your strengths, how you give back, give helpful tips, an informa-
tive video, etc. Perhaps stress the community you do offer, can you offer something
to your community that your competition doesnt do or have? Can you throw in a
freebie that way even though they have to pay for shipping you give them something
extra? A coupon for their next order?
- Shirley Plant
This is where you as a brand is more personal and that is what people are looking
for. Can you write a handwritten note with every shipment? My sister bought a hood-
ie for my brother and the designer shipped it with a handwritten note and a feather.
Those little personal touches make repeat customers.
- Gunilla Eisenberg
The one-on-one service you provide or personalized service. Service Service Ser-
vice.
- Tracy Matthews
You cant get caught up in what your competitors are doing. Focus on what you
have created and why. The product lives inside of you and only you know how it will
evolve. Its your baby, and mama knows best. You know what kind of attention and
love your product needs to grow into a mature awesome adult. Keep your energy and
attention on your product and making it the best you can.
If you feel like it needs a little something special then step back and look at how
you can spice it up. New packaging? Handwritten thank you cards? Phone call fol-
low-ups? An extra cool bonus? Really know the products individual personalities
and allow them to express their individualism! It sounds like creating a community
has been a strength for you! That is a gift and talent in itself. So work on convert-
ing sales within your awesome community. It is OK to show your community what
you made, sell, and do. Make it easy for them to buy. Add buy now buttons online
and displays front and center with price tags at any retail locations. Make sure your
community knows what youre selling and let them buy it easily. You will build a tribe
around your product that is loyal to you if you keep making things comfortable and
easy for them.
- Jenny Hansen
ANSWERS
Question 6
This one is tough for new businesses and everyone was new at one time. Can you
provide a free consultation that will provide value to your customer? When I started
B-School, my elevator pitch would have been, We sell fuel additives that help com-
panies lower their carbon footprint. Great. What does that mean to me as a business
owner? Nothing. No value, no impact.
Now I would say, I provide a 30 minute analysis teaching businesses how to reduce
costs and increase profit. Here is the kicker: Im still selling the same product but
the way I position it is different. I educate the client and make them feel like they are
receiving consulting for free but ultimately I just want them to buy my product and
let me help them transform their business and help our environment. My ideal client
doesnt give a sh** about a carbon footprint, but they do want to save money and
make more money so that is what I lead with. My competitor is still selling a product,
not teaching their clients how to do better business, like we do. What can you teach
your client? Some of this stuff you may not know. You may have to spend some time
learning more than you know now so you can be seen as an expert.
- Bethanie Nonami
ANSWERS
Question 6
Can you give some specific examples for those of us just starting a new product-
based business on how to answer this B-School Fun Sheet question: How can
you use your brand models to inspire your premium brand position? What three
actionable words, practices or insights can you apply immediately?
Whether you have a product or service-based business is irrelevant when looking
to other brands to inspire the creation of your own. In fact, it can often be helpful
to look towards brands that are far outside of your own industry to ensure that you
create a brand completely blue-ocean different from the competition.
Look at brands you hope to draw from, regardless of what your product is. For
example, if you sell water bottles for athletes, you could still create a brand around
sexy, passionate, and bold even if those werent what your mind went for in the
beginning. Challenge yourself to think how you can use some of the positioning of a
lingerie site, for example, to sell your water bottles, and you might be surprised what
you can come up with.
- Megan Petersen
When I first did this exercise one of my brand models was Anthrophologie. When I
ordered from them I felt special, like I was receiving a gift. The product I had or-
dered was wrapped very nicely and the invoice was not just tucked in but was put
into an extra, very cute, and special-looking envelope. So I tried to come up with
ways to incorporate that special feeling and that receiving a gift feeling into my
own product packaging.
I do not wrap each product but I do add a little goodie, a handwritten thank-you note.
I brand the outside packaging and with larger orders or when I know that the order
is a gift for someone else I do wrap the products. Also I make my whole communica-
tion very personal in general, so my customers feel not treated just like customers but
more like people I care about.
- Ursula Markgraf
QUESTION 7
ANSWERS
WHETHER YOU HAVE A PRODUCT OR SERVICE-BASED
BUSINESS IS IRRELEVANT WHEN LOOKING TO OTHER
BRANDS TO INSPIRE THE CREATION OF YOUR OWN.
The brand models are brands that you look up to and revere as aspirational as
theyve been able to command a premium offering. Given that I dont have specifics
on your type of product, here is a general example.
Think about this stationary/notepaper e-tailer, Emily Ley. Ley creates beautifully
crafted paper products including inspirational prints and her famous Simplified
Planner. Her planner retails for $60 USD (plus shipping). Why would someone buy
that planner versus a $9.99 USD planner from Office Depot? Unique selling proposi-
tion. She has designed her products into such a unique niche that no one else has that
offering and guess what, thats the offering her Ideal Customer Avatar wants. Second,
she offers free content on her website that augments her existing content. Third, she
has a serious blog with value added content on how to plan for events and life. Take-
aways might be: content, strengthening your value proposition, and complementary
products.
- Kristi Soomer
Ethics, ethics, ethics, and also problem = solution. Ive found that most consumers
are interested in knowing what their purchasing power supports. For example, due
to B-School, a fellow grad has been able to increase her sales along with the amount
of wells she funds for fresh drinking water in Africa. Who wouldnt want to support
this? As soon as my sales increase I have a list of noble organizations that I will give
back to.
- Elise Muller
Since my shop is in a physical space I used Anthropologie as an admired brand as
well as J. Peterman, and the Sundance catalogues. All offer good quality with a defi-
nite individual brand. They inspired me to:
1. Be confident about the uniqueness of Calypso. Which led to a lot of
worry about having a name that is the same as a nationally known brand.
2. Weave our unique Calypso story into and around its product offerings.
3. Constantly be on the lookout for fresh, new, and different inventory and
marketing tools.
- Lindy Bragg
ANSWERS
Question 7
Heres my really specific example of what Im doing. I make textile sculptures and
wearable items based on natural imagery: insects, birds, leaves, etc. My three chosen
brands were: Alabama Chanin (lifestyle brand, clothing and home goods made by
hand from locally sourced cotton, slow living, southern living, recipes, DIY kits, etc.),
Donna Wilson (UK maker of knitted homewares, pillows, blankets, dishes printed
with her images but also wearables like mittens, hats, socks, etc. all with animal and
plant imagery), and Treehouse28 (an independent designer in Calif who makes cus-
tom jersey knit clothes, stylish, easy to wear).
Three actionable practices:
1. Focus more on locally sourced materials. I use mainly remnants and end-
of-series fabrics for my textile work but I didnt always mention that in my
product descriptions. Also, if I buy the silk locally, I include that in my copy
too. I should take pride in using materials that would otherwise go to the
landfill; I need to tell customers about that.
2. Transport customers into my imaginary world, invite them in. I make
lots of insect creatures so I invite customers and prospects to a garden par-
ty: Join me for a garden party where even the scariest insects are harmless,
where you can release your inner butterfly, metamorphose to your hearts
content, get inspired, nourish your soul, find the next character in your
own story, or perhaps encounter a figure from your dreams (about page).
I recently had a woman look at my website for the first time and say, I felt
like I walked into a garden.
3. Humor or a joyous quality. This is much easier said than done, but Im
working on it by making humorous creatures (ex: a friendly spider), using
a model who looks happy wearing my stuff, using lots of color, making fun
videos that put my creatures in a situation (friendly spider video). Im also
planning to do more scenes, dioramas and stories around my creatures.
These all come from how I feel when I use the products of my three cho-
sen brands, and/or when I go on their websites or see their stuff in shops
and Id like to convey the same feeling to my customers.
- Laura Jacquemond
ANSWERS
Question 7
This was, to me, very easy. Look at the pioneers in your field. Look at those who
have blazed the trail before you, even if its not 100% the path you intend on taking.
Hey, nothing is really that original, someone has already made the thing youre sell-
ing, you just want to sell it in a different way.
See what has worked for them, what makes them unique and honor it, but do not
copy it. Nuh-uh. What about their brand makes you feel all warm and fuzzy? How do
you want to make your customers feel? Throw some words around, see what sticks.
But be yourself. You will never build a sustainable business trying to be something
you are not.
- Jessica Stark
Make sure you have your brand models picked out and then look deeply at why
you are drawn to those brands. What do those brands feel like? You have to just go
deeper and deeper. Are they organized? Easy? Designed fun or simple? Go back to
the question of How do these brands make you feel? Then make sure you create the
feelings that are important to you in your business and around your product.
- Jenny Hansen
Im an artist and I chose Bjrk, Haruki Murakami, and Yoshitomo Nara as brand
models. This got me to the following insights:
1. Dont try to fit into a mould, use your uniqueness to stand out. These
brands all have a very distinctive style. Dare to be different and set yourself
apart from the competition!
2. Bjrk has a personal audio message on her homepage, you feel very close
to her when you listen to it. Try and establish a similar connection through
audio or photos. I started with adding photos to my about page, and Im
planning to start making time-lapse videos soon.
3. Be patient, it takes time to get where these artists are. Plus, if they had
given up along the way, youd have nothing to read, nothing to dance to,
and nothing to look at. Keep working and dont compromise your vision.
- Elzemieke De Tige
Well if you are new, any position is better than the one you are in, which may be un-
known. Look at this as how you can establish your brand to be top of mind opposed
to, Who? I havent heard of that company. But if you wanted to be seen as a premium
brand in your market, what does that look like?
- Bethanie Nonami
ANSWERS
Question 7
My question is regarding the Money Tracker Fun Sheet. In your example you
use a service-based business, and it makes perfect sense, but what about selling
various products that have different percentage production costs and different
profit margins? How do I compare these when the product that makes the
highest percentage of total revenue is not bringing me the most profit?
This is a tough question. Ideally, you want to focus on the product which is bringing
you the most profit. However, this is where it gets complicated. What if Product A
(which brings you the most profit), is outsold at the topline by Product B? Howev-
er, on further review, you see that most of the traffic to your website/store is being
driven by Product B. This is why it is important to understand purchasing affinities.
What brings customers to your store?
A very simplified example is a typical grocery store. Anything on the front page of the
flyer is typically at a significant discount. These are known as traffic drivers in the
industry. They bring footfall in the door. Retailers are often making almost zero or
losing money on these products but they know consumers need them, and that it will
get them in the door where they will build their basket with other more profitable
products.
- Kristi Soomer
Its best to strategize your product offerings and price them in a way that one feeds
off of another. For example, if you have an item that doesnt have much of a profit
margin, pair it with something that has a higher profit in a gift set.
I breakdown products into dollars per hour. A product that brings me a $6 profit,
with a 400% margin, does not have the same value of dollars per hour as a product
that makes me $40, with a 30% margin, as dollars per hour. Ill make more on the
second product. It may be different for you.
QUESTION 8
ANSWERS
Unlike service based-businesses that are only concerned about net profit, prod-
uct-based businesses need to keep an eye on gross profit and net profit. For this Mon-
ey Tracking exercise, knowing your gross profit is key. You may find that your most
popular itemsthe ones that sell the best, are the most expensive, or bring in the
most revenueare actually your least profitable items. Knowing your gross profit on
each item you sell will help you to make decisions about whether you need to adjust
your prices, find different or cheaper materials, or change your product mix.
- Angie Green
I got stuck on this for a long time too. The products I buy at market have a much
lower mark up than the imports I bring back from Bali. On the flipside: there is also
much more work (cleaning/refurbishing, etc.) and total loss on those items. I had to
look at the blended numbers.
- Amy Campbell
Sometimes when you have a multiple products, some will have lower margins and
some will have higher margins. For me, its a good practice to have a good balance of
both. When offering products, if there is a product that has really high margins but
is not bringing in a lot of sales, you might want to consider if you want to keep this
product. I find that a lot of entrepreneurs have way too many products, which makes
it confusing for their customers. Keep the products that you are most excited about
and thats going to help you sell a lot more!
- Andreea Ayers
UNLIKE SERVICE-BASED BUSINESSES THAT ARE ONLY CONCERNED
ABOUT NET PROFIT, PRODUCT-BASED BUSINESSES NEED TO KEEP
AN EYE ON GROSS PROFIT AND NET PROFIT. FOR THIS MONEY
TRACKING EXERCISE, KNOWING YOUR GROSS PROFIT IS KEY.
ANSWERS
Question 8
For jewelry designers, the number one thing is to understand the average margins
for your products. What weve found is that product pricing is often off and design-
ers dont know what their margins are. So you need to start here. Understand your
average margins per product category. Lets say a designer offers a production line
that they wholesale and retail but they also offer custom design services. You could
break it out based on these categories and then further by more specific categories
like necklaces, bracelets, and earrings, etc. If you have a lot of SKUs, its probably best
to group them together. So if you took these three categories, you could determine
where the majority of your revenue is coming from. And then determine from sepa-
rate categories what you are selling the most of.
For example, in my former jewelry business:
95% of our revenue came from wholesale
4.5% from direct to consumer and website retail
Less than 0.5% came from custom work
We focused mostly on wholesale and our top selling category was earrings followed
closely by necklaces. We sold very few bracelets. In my custom business, I also offer
a very small product line that can be purchased off my website. 98% of my business
comes from custom work and 2% or less comes from my product line. I keep the line
around for clients who have a budget under my minimum for custom. 75% of my
designs are rings in my custom business with the majority being wedding bands. As
far as the profitability, I have a standard markup I use and even though it may vary
from case to case and certain variables, I can average it to get a general margin.
- Tracy Matthews
Its important to look at each product to see what the profit margin is. The profit
may be in other areas instead of money. For example, we carry a line of clothing that
is very unique with a higher than usual price point, so the markup isnt always what
it should be. Having said that, the items are a great customer draw! They stand out so
ladies come for a look and most always find something that suits them.
- Lindy Bragg
Raise your prices! Also, having some items that arent really there for major profit,
but rather to lure customers your way is OK as a strategy, just make sure it isnt actu-
ally ruining your profit margins overall. I think you should look at the overall profit,
and consider the outliers periodically and whether or not they make sense for your
business. Rely on intuition as well, not just what a spreadsheet is telling you.
- Jessica Stark
ANSWERS
Question 8
In order to get a clear picture, you will need to make a chart that includes the vari-
ous ways in which you sell the product and to group products with the same margin
together. For example, when I did this exercise, I split the products between direct
sales of both custom and ready-to-wear jewelry and wholesale sales with the overall
sales for each. Using the average margin, I was able to calculate profit from each line
of business.
- Natasha Wozniak
I personally price some products with a higher profit margin to make up for the
ones that I have a lower profit margin. For example, there are two products that I do
not make myself: my face cleansing soap and my rosewater mist. So my profit margin
there is lower but I think it is worth it to have them complete my line. Also, a couple
of my facial oils are more expensive to make than the others but I chose to price them
as if they are all equally expensive, so my profit margin is higher on those.
- Gunilla Eisenberg
If you have five different products, I would go through that exercise for each prod-
uct. It was very eye opening to me to see the level of effort vs. profitability. If you
have a good grasp on that then I think the key is determining where the biggest bang
is. If you cant tell that way, look at your customer acquisition costs by product and
the lifetime value of a product. Those metrics may help you further determine where
the highest total profit margin is.
- Bethanie Nonami
This is a great question. Instead of focusing on making more sales with that particu-
lar product, figure out how you can get your cost down with that product.
- Jenny Hansen
ANSWERS
Question 8
For me its harder to find that emotional connectivity point for my product. I feel
like you really need to amp up your offerings to get there. What do you suggest?
I cant disagree more. Go shopping. Do you fill your closets or home with items you
didnt think, I have to have this!? I really want you to observe your own inner dia-
logue with the next ten purchases you make. Since B-School, I began to stop myself
mid click and ask myself to identify exactly what made me spend money, give my
email, and want anything.
Heres where having good brand models become handy. Go shopping to your compet-
itors. Turn the tables. Gather all the inspiration you can and make notes of how you
feel about what you are selling! Dont be a bathrobe entrepreneur! I, April DeMarco,
just coined that phrase on January 14, 2014 at 4:24pm. You have to plan a few field
trips and get out there. Youve been shopping most of your life but suddenly we go
blank to sit on the opposite side of the counter. It just takes practice.
- April DeMarco
There is always an opportunity to connect emotions to products. Think of the feel-
ing you get when you put on that black dress that hugs your curves and makes you
feel like a million bucks. People have a very emotional connection with things wheth-
er we like it or not.
One way to look at this goes back to the pain points. Why are people buying your
product? Is it because they are tired of using perfume with chemicals? Do high heels
give them blisters? CitySlips, an e-tailer of foldable flats understood that their Ideal
Customer Avatar loved the look of high heels but wanted the comfort of a flat. They
connected into the emotional (and physical) pain of wearing heels too long, especial-
ly in the evening.
- Kristi Soomer
Your product probably solves some kind of problem, right? Dig deep. It does. There.
Thats a pain point. You dont have to over dramatize it, nobody is losing sleep over
the wrong kind of ponytail holders, but theres a pain point that some people might
not even realize until you point it out.
- Jessica Stark
QUESTION 9
ANSWERS
Become more visible. When I first started this business I wanted to be the mystery
owner which didnt last too long. Even on the internet, people like to feel as though
they have a connection and will soon connect you with the business.
- Nell Foster
Reach for your Ideal Customer Avatars deeper desires. For example, I dont just
sell jewelry that looks pretty with a blouse. I sell unique pieces that will make its
wearers feel empowered, distinct, and style-savvy. I reach into my clients desire to
impress people with their fashion choices, and their love of receiving compliments,
and standing out. I try to comment with my customers emotional need to feel special
and recognized, so I describe my pieces as the perfect way to express how they feel
on the inside, on the outside.
- Megan Petersen
Start from your core. I call this authenticating. When you authenticate your prod-
uct or service, you give it personality, by infusing it with characteristics that no one
but you can offer. Your unique blend of strengths, passions, and values is what makes
your product unique. Reflect that in the most polished way possible all across your
products.
- Whitney English
People buy because they want something, it holds a personal meaning, it matches
their individuality or personal style. Because its well-made or all-natural or equal.
Just like I buy all-natural soap because I emotionally connect with clean products.
My clients purchase jewelry and products from me for sentimental reasons (heir-
loom design) or wanting to feel unique.
My suggestion is to find your brand story and product angle first. Ask your existing
clients how they connect to your work and why they buy from you. What do they
value? Why is your work important?
- Tracy Matthews
WHEN I FIRST STARTED THIS BUSINESS I WANTED TO BE THE MYS-
TERY OWNER WHICH DIDNT LAST TOO LONG. EVEN ON THE IN-
TERNET, PEOPLE LIKE TO FEEL AS THOUGH THEY HAVE A CONNEC-
TION AND WILL SOON CONNECT YOU WITH THE BUSINESS.
ANSWERS
Question 9
I wouldnt look at it as how much you can give, but what is different than what
anyone else is giving. Maybe its some behind the scenes look at your process. Maybe
its a training on how to do something. You could provide special discounts, limited
edition lines, custom colors, or any variety of options that only people who subscribe
get access to. Its not about keeping up with the Joneses more than it is showing
that youre not like the Joneses at all. You may make the exact same product as your
competitor, but your customers would rather know how you are different from your
competitor than how you are the same.
- Dave Conrey
The simplest product can be extremely valued and appreciated by a customer.
Sometimes its difficult to see the value our product offers because we are so close to
it. Reflect on how your customer uses your product. Go through every step of the pro-
cess from purchasing to receiving it. You can also do a survey asking your customers
more emotional types of questions on how they use your product and how it makes
them feel when using it. Then use that research to speak to your market.
- Jenny Hansen
In this case, it is better to focus on the benefits, which are the good feelings that the
customer will have from your product. For example, for my jewelry, some of the ben-
efits are that she looks more beautiful, she receives compliments, she feels that the
jewelry has special powers to help her in her everyday life, the aesthetic is complete-
ly unique and fits her taste exactly.
- Natasha Wozniak
ANSWERS
Question 9
EVEN DEEPER
More insights on
Module One
ON GETTING PROFIT CLARITY & UNDERSTANDING
PRICING & MARGINS AT RETAIL
Know the ideal customer of the store you are approaching inside and out. Put your-
self in her shoes. Where does she shop and how much does she spend? Really spend?
If you have no idea one of my top tips is to befriend the sales person at the shop. They
can tell you instantly at what price point the customer walks away. If your price is too
high for that boutique they arent going to make money, so you better find yourself
another boutique, or re-work your costing. If selling retail, its the retailers profit you
need to worry about as well as your own. You might also say the Ideal Customer Ava-
tar is their customer, going to the shops in person works better for me than an imag-
inary ICA. Leg work counts! Products are easier to compare than coaching value, so
its easier to find your selling price; its less abstract.
When it comes to pricing, I always say start backwards.
First, find what others really pay for a comparable product. Go to boutiques your
customer shops at, talk to sales help, ask if the item sells. I learned $150 is my cap for
shoes. Second, my accounts want at least 2.2 wholesale to retail, preferably 2.5, they
buy based on their profit margins first. I would not send out a line sheet with only a
two times the margin for a shop if I really wanted their business. Ive been in many
meetings with buyers and they spend much more time on a calculated comparing
margins than trying on styles.
Third, once you have more than a few items in your collection its OK to have a lower
margin or even no margin on one item. Why? Maybe its a hot editorial piece. Maybe
it has a great sell-through rate. Most sales pros Ive worked with at large companies
price based on market value, based on what they have seen perform well at a price
that moves stock. Yes, this was for wholesale, but either way moving stock is key. This
is based on my personal experience, with NYC and EU boutiques.
- Francisca Pineda
EVEN DEEPER
More insights on
module one
THE IMPORTANCE OF STORIES ABOUT YOUR
PRODUCTS
Ive found that sharing stories is so important. People buy out of emotion and are ul-
timately seeking a deeper connection within themselves. I have found that the more
you can share your personal story and the meaning behind what you are creating, the
more your customer can connect with you on a deeper level. The physical thing they
are buying is helping them connect with themselves. You build more trust and loyalty
with your customers.
For example with my poetic apparel, I share with my customers in all of my market-
ing materials that my pieces are all about helping them express their inner beauty.
On my site and events, I share how I came to understand the importance of inner
beauty and honoring who you are on the inside. I want my customers to see them-
selves in my products. When they do so, they bring their own meaning into the item
they purchase. Its all about expressing the deeper meaning in what you are creating
and helping your customer find the personal meaning for themselves. I also feature
my customers on my blog to help share their story and passion. My goal is to create a
genuine, supportive community, not just customers.
- Jennifer Gabiola
THE POWER OF STAYING ORGANIZED AS A PRODUCT
CREATOR
One aspect of B-School thats helping me the most are tools for getting and staying
organized. I thought I was a pretty organized person, but having a business (even a
one-person business), makes for a lot of things to do, and one can drown really fast.
The Follow Through Formula, as well as the How We Get Things Done training in
the bonus section, and the editorial calendar are keeping me on track, and allowing
me to get things done each day.
Many people who make products can get overwhelmed by all the ideas popping up
but also by lots of physical clutter: materials, sketchbooks, and tools. Ive started
scheduling the decluttering of my workspace and organizing of my tools and mate-
rials just as I schedule blogposts and newsletters. These aspects of B-School have
really changed the way I work and I waste less time wondering what to do next, and
getting upset about it! There are possible health benefits to not getting stressed out
all the time as well, thank you Marie, Louise and the rest of the team!
- Laura Jacquemond
EVEN DEEPER
More insights on
module one
WHY THE IDEAL CUSTOMER AVATAR IS VITAL FOR
PRODUCT-BASED BUSINESSES
The Ideal Customer Avatar is the most important thing ever for a product-based
business. However, it probably doesnt have to be as detailed as a service-based
business, but its still super important. My product is a specialty item.Im never going
to have it in a Wal-Mart. However, specialty stores, spas and service-based business-
es purchase from me. I dont expend energy in even trying to explain my product to
someone that is not within the target audience. I just dont mention it. Do not waste
your energy trying to convince someone to purchase your product ever. Your ideal
customer will get it immediately. This is the beauty of the whole ICA exercise. Not
only will your ideal customer completely understand your product without you hav-
ing to force it on them, they will talk about it and refer others to you. The majority of
my customers are repeat buyers and also come by word of mouth from other super
happy customers.
Another amazing thing about your ICA is that they will give you the best, most effort-
less testimonials ever. Testimonials = sales! I take testimonials and make simple vi-
suals out of them and post them randomly on social media. I dont even make a sales
pitch. I dont have to. People make a connection with the testimonial and the person
that is sharing it and then they see your product and they buy.
- Rhonda Lee
SARA POCIUS
Custom And 3-D Printing
Jewelry Design Studio
www.seaponystudio.com
How did you start your business?
I found jewelry design after many months of soul-searching and burnout as an Art
Director in the world of ad agencies. It was actually therapeutic to create something
beautiful for an individual vs. a giant brand. I posted the images of my creations on
my personal Facebook and was soon getting requests for custom pieces. With my
background in design and marketing it was natural to start selling my creations and
building a brand for myself.
From the very start I knew I wanted it to be bigger than just a hobby and I didnt
want to only be selling part-time on Etsy. I began learning as many techniques
as I could and took metal-smithing classes. Within several months I had several
handmade designs picked up by Overstock.com and shortly after that discovered
B-School. The launch of my pieces on Overstock coincided with B-School and I
quickly discovered I was creating a business model I would not love. I was still work-
ing full-time in web design and was suddenly faced with weaving and beading many
pieces of jewelry each evening for little to no profit.
It was amazing to be creating pieces that brought joy to people, but I truly struggled
with how to create on a large scale and still enjoy it. In retrospect, Im so grateful to
have hit such a difficult spot so early in my journey. When I eventually made the huge
changes in my business I felt like I was letting many of my customers and followers
down. I was changing everything about my products and heard many comments of
disappointment. But in the end I realized that I had to push my business in the direc-
tion that worked for me, and just hope that my current supporters would come along
for the ride.
What was your biggest B-School insight?
Thank goodness for the Profit Plan lessons from B-Schoolwhat a way to start the
course. I already had an interest in 3D printing before I started B-School. But these
exercises are what immediately made me question forcing handmade into my brand.
I was able to really nail down what I loved about designing jewelry and how I could
pair that with my existing computer design skills as an Art Director. The result is a
completely streamlined design process that allows me to create beautiful pieces of
jewelry for both inventory and custom orders. I built my team with a 3D modeler
SPOTLIGHT CASE STUDIES ON B-SCHOOL
PRODUCT-BASED BUSINESS OWNERS
on oDesk.com, a 3D printing company for prototypes and a US-based, eco-friendly
casting company to produce the final sterling pendant. So the process starts with my
sketches and ends with me assembling and packaging all orders. I am by no means
the only jewelry designer living in the CAD/3D printing world. But completely em-
bracing these technologies allowed me to set a high standard for my brand/products
and deliver on them as a one-woman company! I highlighted the 3D printing process
on my blog.
Any advice you would give someone else starting a product-based business?
Just starting out in a product-based business is more complicated than I ever thought
it would be. There are so many tiny decisions that need to be made that can literally
add weeks to your R&D or launch. My advice is to create a list of every component of
your product and your process (all the way down to shipping envelopes!). Make sure
all the tiny pieces that make up the final product will work together as imagined and
that you have reliable suppliers across the board.
One of my biggest hold ups was just figuring out how to suspend my new pendants
from a chain! Sounds simple, but it required decisions on jump ring size, soldering
myself vs. laser welding by the casting company and sourcing a chain that would fit
through the final jump ring once it was secured. This tiny detail took weeks to solve
in a way that would work for me in the long run, but resulted in a strong piece of jew-
elry thats easy for me to assemble.
Also very important is setting up your books properly from the start. Theres a lot of
talk about Cash vs. Accrual accounting, so do your research into the differences and
consult an accountant about which method is best for you. Just because you carry
inventory does not mean you have to use Accrual accounting. There are plusses and
minuses to each one, but I think you need to be comfortable with the method you
choose since it is such a huge part of your daily routine. And finally, be sure you think
through your policies and procedures for shipping times/carriers, guarantees and
returns ahead of time. There will always be changes later, but having these policies
outlined on your site goes a long way to instill confidence in customers.
Is there anything else you want to share?
Dont be afraid to change your vision as you go. I went from 3D printed pieces paired
with handmade to high-end cast sterling silver.. but then ended up with collections
produced by both processes.
Everything is likely going to take much longer than you think, especially if youre
relying on vendors for parts of your process. Dont be afraid to ask them to do some-
thing again! Your name is on the final product and a good vendor understands that
if they help you make an outstanding product then it means more business for them.
WHITNEY
ENGLISH
Stationer & Designer
www.whitneyenglish.com
Ive had many conversations about quality control and requests for re-dos on my sil-
ver pendants. It totally threw off my timing for launch, but it fostered a solid under-
standing of my expectations moving forward and it earned my caster the first $3000
order I had.
And finally, if youre putting your heart and soul into the final product dont forget to
follow through with your packaging. I set out to create an eco-friendly silver piece
and made sure that every single part of the packaging (even the shipping envelope
and labels) was also eco-friendly. I did a blog post all about all the details that go into
my products here.
I started my first business in 2002 at 23 years old. At the time, I didnt realize what
an advantage I had. I was starting a wholesale stationery business and had worked in
retail stationery store for eight years already. The retail education I got in high school
and college gave me insights into what my Ideal Customer Avatar was thinking,
dreaming, wanting, needing, and enabled me to created products that fit perfectly
into their niche.
We grossed our first million in 2006, and in 2008, the market crashed. In 2009, the
industry shifted. We held on for a while, acquiring a commercial printing press and
trying to make a go at it as a print provider, but the domino effect of several clients
bankruptcies hit us in 2012, and we filed for bankruptcy. My new business actually
evolved from that first business. As a young, female entrepreneur, I had searched
high and low for an agenda that would fit my needs over the years and found nothing.
In late November 2010, I started the design for a planner that would hopefully fit the
needs of entrepreneurs like me. A hard lesson hit me when I shared that first model
with someone in 2011, only to have that first revision copied, but I used the lesson to
challenge me, push me forward, to think deeper into my ideal clients mind, and the
Day Designer was actually born as a result of that.
The product development process was grueling. The layout was massive, the spell
checking and date checking was time consuming, and trying to figure out how to
actually get it into a portable format was daunting. Early copies were too thick, too
heavy, too flimsy. We had to take out the weekly format and combine the weekend
pages to get it to work. And it had to be affordable, too. Long story short: its been a
SONIA RUYTS
Founder of Stash, a Yarn Shop
with Soul
www.stashlocal.com
The idea for starting my own business was a small dream in the back of my head for
many years. I would give it some light and water now and then, and the idea slowly
grew stronger and stronger.
Over the years Ive played around with ideas for a lot of different businesses. As a
knitter, one of my fantasies was to have an inexhaustible supply of beautiful, natural,
unique yarns to play with! In 2010 we moved to a new state and I started putting
together the pieces of my dream business: a retail yarn shop. A year later I had a
business plan, a lease, and a room full of yarn! I was very confident in my vision for
the shop until a couple months in!
Adding real life customers, vendors, solicitors, employees, and community members
to the mix was a huge challenge and my vision started to get blurry. Everyone has
needs and desires (including myself ). Luckily for me, just as I was feeling most over-
whelmed and alone, B-School came calling! Ive since learned techniques for staying
true to your purpose and vision, while also remaining open to new ideas and change.
fun ride. The strength to keep going definitely originates from the fact that Im solv-
ing my own problems, and by making my own little corner of the world a better place,
I can help make other peoples corners better, too.
The main light bulb moment I had in my first year of B-School was that this cli-
ent avatar thing is serious stuff. I was able to reflect back on my success in my first
business, and realize that it came from understanding my client. When business
floundered, it was because I was getting too far away from what my client wanted, or
wasnt able to provide what my customer wanted. That was a huge lesson as well-
-when the customer wants something that you as a business cant provide, youre
essentially out of business. So knowing what they want isnt enough. You have to be
analytical and savvy about sourcing that product or service for them in a sustainable
format.
Set realistic expectations. Be brutally honest with yourself. Know your core. Step out
from behind the logo. Sometimes, when you shoot for the moon, you land among the
stars. And sometimes, when you shoot for the moon, you land just outside the uni-
verse. The secret to success is being content with one, and prepared for the other.
Most of my biggest insights are on my Live Your Dream profile here and they still
hold true.
Be yourself, know why you are in business, and what movement you are trying to
inspire when interacting with your customers. For me, Im in business not only
because I always dreamed of owning my own brick and mortar store, but because I
want to touch peoples lives. My b + m store could have been anything, honestly, but
I waited until I had a soulful reason for opening a shop. Knitting happened to be one
of my passions that also fit into my lifes work of inspiring people to take creative
action. Thats why Im in business selling yarn! I get to help people see the potential
in themselves and in the raw materials, to push them out of their comfort zones, and
inspire them to try new things.
Its not just about selling the product, although that is necessary! You can do this. You
will have difficult days, magical days,and so-so days. They all matter and are all evi-
dence of you living your dream. Make each day count by doing at least one thing that
helps nurture that unique dream, the reason you started your business in the first
place. For me, thats connecting with my employees and customers, doing a creative
activity (hello, window displays!), and working on moving a large project forward.
Anything else you want to share?
Heres a blogpost I shared this fall about how knitting saved my life.
ITS YOU TIME!
This is your place to take notes, make observations, doodle, dream, and think about what
you want for your life and your business. Dont hold anything backyou can do this!
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