Marketing is Your #1 Job

Good morning. Happy Monday, everybody. I was missing you last week. I was out of town last week. I recently purchased a Blow Dry Bar franchise, and so I was out at their corporate office last week learning all the things about the blow dry business. So I had a lot of fun doing that. Let me know in the chat, have you ever gone to a blowout bar? And if you don't know what that means, it's basically they go and they wash and dry and style your hair, which is something that I get to do every Monday. And so it was a natural fit for me to purchase this. But anyway, there were some things that happened last week that I wanted to talk to you about today. And it's in the form of marketing. And I want to talk to you about this because we can apply these principles to really any business that we have. Okay? So we can apply it to product-based business, like our subscription boxes. We can apply it to a service-based business, like the blow dry bar that I have now. But we can, we can apply this to anything. And I think what we've got to do is that we've got to bring a lot of awareness and we have to put some parameters around it for us. So we're going to talk about Monday is for marketing today. I'm going to give you some things to think about and some action items for you to take with your marketing this week. But let me come to the chat and say hi to everyone. It's good to see you here today. I missed you last week. Good morning, everybody. Hey Susie, good morning. Hey Lexi, good morning. Sarah, good morning. Rebecca, the team is here with me. Sarah says, I haven't gone to one, but it sounds lovely. It is lovely and you get addicted to it and you never never want to wash your hair again. Good morning, Lori. Katie says, never, but I want to. Good morning, Antoinette. Good morning, Bridgette. Good morning, Debbie. Lexi says, never, but we just got one around here. You've got to try it, Lexi. You're going to love it. Good morning, Cameron. Good morning, Nikki. Good morning, Vontina. Now listen, if you want the text reminder that comes out every morning, I'm going to pop it up on the screen really quickly. And basically, I'll send you a text on Monday mornings when I'm getting ready to go live to remind you that Monday Momentum is about to happen. And you can jump on YouTube or catch me on our Facebook page. So if you will just text Monday, the word Monday, to my texting app number, which is 940-204-0023, I'll send you a friendly reminder on Monday mornings when I'm about to go live to come join me. So get on the text list if you'd like to. I only send the text out to people that are on this specific list because I don't want to wake anybody up over on the West Coast that doesn't want to be woken up. So just, you know, just trying to, just trying to, you know, do all the things and not upset anyone. Good morning, everybody. Chelsea, Chelsea says, is the blow dry bar your same customer? It's very much my same customer, and I'm working on a few promotions going forward with that as well. So it's kind of a great fit for me. Um, good morning everybody. Okay, so let's get started. Thank you team. Team also put that in the chat there. If you missed that, you can grab that in the chat over on Facebook. I'll leave it up here for just a minute in case you're on YouTube, um, and you want to grab that number. But let's talk about marketing. If you were to give yourself like a 1 to 10 scale on marketing. Like 1 is I know what marketing is, but I just don't do it. And 10 is like I'm on it every single day. I know what I'm marketing. I wake up, I market every single day. If you, if you get, if you were to give yourself a 1 through 10 on marketing, maybe a 5 would be like I send an email, I do my posts, every now and then, or 10 is like I'm super consistent and I do it every single day. 1 to 10, give me that number in the chat and let me know what you— how you feel about your marketing efforts. Let's talk about a couple of things that happened over the weekend. Okay. So, and I'm going to apply this to two of my businesses because I want you to really understand that we can apply this to any of our businesses. Okay. Um, and I love marketing. Like I wake, I wake up thinking about marketing. I go to bed at night thinking about marketing. Like if I had more hours in the day, I would be just a marketing maniac. Okay. So, um, I told you I was, I was actually out in Scottsdale last week and, um, I told you that I recently bought the Blow Dry Bar franchise location. And so I was looking at our booking system. And I could see that one of my stylists had two, like, one-hour appointments in four days. So in four days, she was not booked at all. So she had very little, like, very little clients. And I thought, hmm, how do I fix this for her? How do I help her get booked? So this is scenario number one. Scenario number two, I'm out in Scottsdale all week and the warehouse is a little bit dead because I'm not here, I'm not going live. How do we make some sales? How do we, how do we generate some buzz? So basically I had the same problem in two businesses. Okay. So business number one, which is the blow dry bar, I decided to create a special promotion for the week and I started to market it. I sent out an email, I set up a text and I did social media. Okay. For Framed, I had Amber and Lauren go live. and we didn't have new products for them to promote, but I needed them to go live. We needed to get visible. And then I created a special promotion over the weekend. So here's what I'm trying to tell you. Number 1, I'm going to give you 4 things. Okay. Number 1, we have to give them a reason to buy. So we have to do that in our marketing. Okay. We have to give them a reason to buy. When I look at this situation with the blow dry bar, I needed to give them a reason to book an appointment this week with one of my stylists, okay? So for that instance, I created a special. It was a blowout plus a free hair therapy treatment. Perfect time of year, everybody's been out in the sun, everybody's been swimming, our hair is wrecked. We, we could use some moisture in our hair. So I gave them a blowout with a free hair treatment. That was the reason to buy. For Framed, we just had to get visible. Okay, so we did a live with a collection that we did a live on last week. We showed them different options. We showed them that we're customizing it. And then I did a special promotion over the weekend saying these products are going away. I had to give them a reason to buy right now. So when you think about your marketing, are you giving people a reason to buy? What's the reason I should buy this? Because it's cute, that's not really a good enough reason anymore. We need to give people a reason to buy, okay? Number 2, I needed to create urgency, okay? Example number 1, blow dry bar. That free hair therapy treatment was good for this week only. So I created urgency that this was only happening for this week only. You need to get your appointment booked. We were giving the free hair treatment for this week only. Okay, there's the urgency. With framed, these bundles that I was selling over the weekend are being discontinued today. So I could tell that the sales on these bundles were getting slower than they had been. We were kind of out of some sizes, but I didn't want to just stop it. I needed to create some urgency to get them to buy one more time before we discontinued these bundles and we broke up the products individually. So I said, we are retiring these 3 bundles, get them now, okay, before they go away, they will be gone soon. I was creating urgency. Okay, so number 1, I gave them a reason to buy free hair therapy treatment. 2, we've got these bundles, I'm showing you all the things, we're customizing your game day gear. Number 2, create the urgency, you can only get your free hair treatment this week, and the urgency is that these items are discontinued and we won't be doing them anymore. So I gave them a reason to buy and I created urgency. Are you with me? Are you— are your gears turning a little bit? Now number 3, promote it everywhere. Okay, so came up with this free hair treatment. Now I got to get the word out. It's not just good enough to, um, say I'm gonna do this, but now I have to let people know that we're doing this because you guys know we can't just post on social media. If you were to go look at my social media for the blow dry bar, I have very little engagement, and I know that, and I'm working on that. Um, it's— their social media has been, um, not loved in a long time, so I'm rebuilding that. But I gotta get this visible or no one's going to book. If you have something going on, you've got to let people know or it doesn't work. Okay, so I've got to promote it everywhere. For the blow dry bar, that meant, okay, let's send an email. I got 1,800 people on an email list. Let's start there. Sent an email. I have a couple hundred people on a texting alert. Let's send out a text and then let's get posted on socials. I also asked my stylist to go ahead and post on her socials too. I'm like, can you take this post that I just made and share it on your page to help get you booked? So I had to promote it everywhere. Email, text, socials. Okay. Same with Framed. I had these bundles discontinuing and I needed to get it out everywhere. That was an email campaign, a text campaign, and social media campaign. Okay. So Rebecca said, I saw the bundle discontinued email and could sense the FOMO. They're going away. Like Amber's taking them off the website this morning. So it was your last opportunity to get those bundles. They were going away. And so we want to create some urgency with that. Now also, I sent a second email on both of those campaigns. So with the Blow Dry Bar, I sent yet another email. This was kind of your last chance to get your free hair treatment. And it was on Friday and we were almost fully booked by then. So there was the urgency that we only had a few spots available. I also sent a second email with the bundles discontinuing. I sent that yesterday morning saying you have until midnight tonight. So I had sent one on Friday and then I sent one again on Sunday. So we can't just send one. I got more sales on my bundles on the Sunday email than I did the Friday email. And the reason is It was the urgency. It was now about to be timeout. It was now about to be up Friday. They still had some time, but I was creating even more urgency by sending that second email saying you had until midnight tonight. You've got to promote it everywhere. Okay. Gen FOMO means fear of missing out. It's just something we say a lot in our community. We're creating that FOMO. We're creating that fear of they're going to miss out. Anyone that didn't buy one of those bundles, last night, they're not going to get them anymore. We are breaking all the pieces up and we're selling them individually. So they are missing out on that bonus, on that bundle. So we have to promote it everywhere. And that means more than one email. It means more than one post. It may mean more than one text. Okay. So we can't just send one email on Friday. If I would have just sent one email on Friday about those bundles, I more than doubled my sale of bundles on the Sunday email. So we have to keep sending. We have to keep putting it out there. We're giving them a reason to buy. We've created the urgency with the timeline, and now we have to remind them of that urgency. So what happens is we have a great marketing idea, we have a collection, we have a sale, we have a bonus, we have a great deal. But the problem is we're not marketing it enough and people aren't buying because they don't know about it. People are on your email list. Why? Because they buy from you. So why are we afraid to sell? Why are we afraid to sell to our email list? Why are we afraid to email our list that's there to buy from us? I need y'all to get out of your head about I'm talking about it too much and people are sick of me. Okay, I need you to get out of your head on that. If they don't want your emails, they'll just unsubscribe. And you know what? That's fine because they weren't going to buy anyway. So I need you to give them a reason to buy. I need you to create something that's different, exclusive, fun. I need you to give them a reason, and then I need you to put urgency around it so that there's a deadline. Because if I know I can come back and buy it at any time, There's no urgency there, and I'm not going to buy it right now because I got a million other things to do. But if I know that ends at midnight, I better get my order in. Same thing happened on Prime Days. We talked about last month, we had that urgency to buy. There was a reason to buy— it was Prime Days. We had the urgency to buy— it was only 2 days, and they promoted it everywhere. We have to do the same thing on a smaller level. Number 4, I want you to remember that people are buying. We can tell ourselves all day long that it's slow and the economy's bad and it's a rough time of year. It is, it's a rough time of year for all of us. Um, my blow dry bar had a horrible July. We're, we're almost past July numbers and it's August 12th right now. We had a horrible July and I sat there and I thought, what can I do to make sure August is not like July? Same thing with Framed. We were down. What can I do to ensure that I don't have another month down in my business? I have to market. I have to get visible. I have to create that urgency and that reason for them to buy. And then I have to create the awareness of getting it out in front of them. I can't just create a great deal and then sit on it. If we don't market to people, no one's going to know. Same with our subscription boxes. If people don't know about our subscription box, how are they ever going to buy? What we focus on grows. I saw it in both of my businesses last week when I focused on the blow dry bar and I focused on filling that one stylist's books. Her books were almost sold out completely. And it was Wednesday, Thursday, Friday, Saturday. And when I looked on Tuesday at her books, she had 2 appointments. She worked all day Wednesday, all day Thursday, all day Friday, all day Saturday, and she was almost completely booked because I focused on filling her books. I could have gone and done a million different things last week, but I marketed a reason to buy, created the urgency, and I promoted it everywhere. Same thing with Framed. We were slow. I needed the girls to go live. We got to get visible. We don't have any new products, Sarah. Okay, let's talk about game day again. It's August. We're getting into football season. It wasn't anything new, but all we had to do was put it back in front of people. The same stuff I had done the week before Amber and Lauren had done last week for me. And you know what? We had the same amount of sales as we did the week before. So if we had not gone live with that product again, we would not have all those, all those sales again. We got new people. We got more sales just from one live. It was the same product. Just because I showed it the week before doesn't mean everybody saw it. Doesn't mean that everybody purchased. We have to keep putting it in front of us. When you think about our subscription box, just because we do an unboxing is not enough. We have to keep putting it in front of people in different ways. Those bundles, I sold like a dozen yesterday of those bundles. They're monogramming them now. I've had an ad running for them. I've had them posted on my page. Over and over again. But because I created the urgency that they're being discontinued, it gave people a reason to buy. And I want you to think about it, that in your own marketing, we get so caught up in our day-to-day that we forget marketing is our number one job as a small business owner. I don't have time. I've got to fulfill orders. I've got to do this. I've got to do that. But what happens when you stop marketing is you stop the momentum of your business. If you woke up every day and asked yourself how I was going to market today, every day you would be generating sales. Spend your first hour of every day marketing. That could be setting up social media. That could be writing an email, that could be doing a text, that could be going live. And then the rest of the day you fulfill and make and do all the, all the busy work that keeps you busy during the day that you have to do to sustain that business, right? But what happens is we put marketing last on our to-do list because we think we're so busy doing other things that we don't have time to market. But when you don't have time to market, you're going to do this constantly. It's a roller coaster. It's feast or famine. It's a roller coaster. We got to get off the roller coaster and we got to have a steady climb. And that makes us— we have to market every day to keep the momentum. So when you think about what are you marketing this week, if you're sitting here thinking it's Monday and I have no idea what I'm selling this week, It's time to start blocking your first hour for marketing. What reason do they have to buy from you this week? We have to create the reason, then we have to create the urgency, and then we have to promote it. If you block the first hour of every day— that first hour doesn't need to be reading your email. That's just busy work. That's things we have to do, right? Your second hour can be reading your email. Marketing should be the first thing you think about every day, and you should have something in the works all the time for marketing. What do you need to sell this week, and how do we put together a plan to do that? It's not just going to come because you built a website. People don't just magically show up at your website wanting to buy your things. You have to market to them. In a lot of different ways. We can do a lot of it organically. We can also do paid advertising, but we got to start and we got to make that our focus every single day. That's how we make sales. That's how we build momentum. If your cash flow short right now, if you're feeling the constraints of slow sales and not enough money in the bank, marketing should be your number one job every single day. That's how we put money back in our bank accounts. I guarantee you everybody watching right now has something they can sell that they've already purchased. That puts money back in our bank accounts. Let's get to marketing. Let's make it a priority. And let's give people a reason to buy this week, because people are buying, and I can see it over every single day. I was in, um, one of the blow dry bars doing some work on Friday. They had 10 stylists. Every one of them had solid books. They were booked. People were paying someone to wash their hair. Okay, people buy what they want, so we have to give them a reason to buy from us. I see it every day. People are buying. Quit giving yourself an excuse that people aren't buying. They're not buying your things because you're not marketing to them. You're not giving them a reason to buy your things. You're not creating the urgency to buy your things. So let's put together this week's marketing plan. What campaign are we gonna run? What promotions can we have? How do we create urgency with it? And what are the steps that we need to do to put it together? Socials, emails, lives, texts. Put your plan together so all you have to do this week is implement. And that first hour of every day is implementing. All right, let's go market. Let's go make some sales and let's have a great week. All right, I'll see you guys soon. Bye.