1 00:00:01,000 --> 00:00:03,680 Speaker 1: The views, information, or opinions expressed during this podcast are 2 00:00:03,680 --> 00:00:06,080 Speaker 1: solely those of the individuals involved and do not represent 3 00:00:06,120 --> 00:00:08,360 Speaker 1: those of Into It QuickBooks or any of its cornerstone 4 00:00:08,360 --> 00:00:11,560 Speaker 1: brands or employees. This podcast does not constitute financial, legal, 5 00:00:11,680 --> 00:00:14,319 Speaker 1: or other professional advice or services. No assurance is given 6 00:00:14,360 --> 00:00:16,800 Speaker 1: that the info is comprehensive, accurate, or free of errors, 7 00:00:16,800 --> 00:00:19,599 Speaker 1: and the information presented is for general information purposes only. 8 00:00:19,640 --> 00:00:22,120 Speaker 1: Into It QuickBooks does not have any responsibility for updating 9 00:00:22,200 --> 00:00:25,400 Speaker 1: or revising any information presented. Listeners should verify statements before 10 00:00:25,400 --> 00:00:32,400 Speaker 1: relying on them. Hey everyone, I'm Austin Hankwitz, host of 11 00:00:32,400 --> 00:00:35,320 Speaker 1: the Rate of Return podcast and co founder of wits Ventures, 12 00:00:35,360 --> 00:00:37,639 Speaker 1: but you may instead recognize me from my short form 13 00:00:37,760 --> 00:00:41,280 Speaker 1: videos about personal finance and investing on TikTok and I'm 14 00:00:41,360 --> 00:00:44,320 Speaker 1: Jane's Torres, creator and host of the award winning personal 15 00:00:44,320 --> 00:00:47,279 Speaker 1: finance podcast jokierro de Neto. You may also have come 16 00:00:47,280 --> 00:00:49,559 Speaker 1: across one of my videos on social media where I 17 00:00:49,600 --> 00:00:53,199 Speaker 1: empower others with personal finance knowledge. Welcome to Mind the 18 00:00:53,240 --> 00:00:56,920 Speaker 1: Business Small Business Success Stories, a podcast brought to you 19 00:00:56,960 --> 00:01:00,960 Speaker 1: by iHeartRadio and Into It QuickBooks. In each episode, Austin 20 00:01:01,000 --> 00:01:03,240 Speaker 1: and I chat with small business owners as they share 21 00:01:03,280 --> 00:01:05,600 Speaker 1: their stories about the ups and downs of owning a 22 00:01:05,640 --> 00:01:08,840 Speaker 1: small business. Plus, we'll learn from their experience about how 23 00:01:08,840 --> 00:01:12,160 Speaker 1: you can help fortify and strengthen your own business. Now, 24 00:01:12,200 --> 00:01:15,680 Speaker 1: this episode is especially special to Jennie and me as 25 00:01:15,680 --> 00:01:18,640 Speaker 1: we discuss marketing your small business, which is a big 26 00:01:18,680 --> 00:01:21,679 Speaker 1: part of our own success stories. Genius, what was one 27 00:01:21,680 --> 00:01:23,960 Speaker 1: of your first file moments online and how did it 28 00:01:24,000 --> 00:01:27,760 Speaker 1: come about for you? So, I feel like I am 29 00:01:27,840 --> 00:01:31,679 Speaker 1: a dinosaur when it comes to virility in social media. 30 00:01:31,800 --> 00:01:34,240 Speaker 1: For me, it was actually in a Facebook group. So 31 00:01:34,319 --> 00:01:36,880 Speaker 1: I started my journey as a content creator as a 32 00:01:36,920 --> 00:01:40,080 Speaker 1: food blogger, and so part of my marketing strategy was 33 00:01:40,120 --> 00:01:43,400 Speaker 1: to join Facebook groups where folks were already looking for recipes, 34 00:01:43,720 --> 00:01:45,880 Speaker 1: and I ended up sharing a recipe I think it 35 00:01:45,920 --> 00:01:49,920 Speaker 1: was for like stuffed shells, and it crashed my website. 36 00:01:50,320 --> 00:01:52,480 Speaker 1: So that's the first time that I realized, Oh, I 37 00:01:52,520 --> 00:01:55,400 Speaker 1: think I need a better hosting plan and I also 38 00:01:55,480 --> 00:01:59,280 Speaker 1: needs to plan for what virality actually looks like. And 39 00:01:59,320 --> 00:02:02,480 Speaker 1: so I'm really cited about today's conversation. What about you, Austin, 40 00:02:02,520 --> 00:02:05,840 Speaker 1: what was your first viral moment? Yeah, so, weirdly enough, 41 00:02:05,920 --> 00:02:08,840 Speaker 1: the very first video I shared to TikTok went viral 42 00:02:08,880 --> 00:02:10,760 Speaker 1: and I'm masked over one million views in just a 43 00:02:10,800 --> 00:02:13,960 Speaker 1: few days. This really jump started my creator business and 44 00:02:14,000 --> 00:02:17,680 Speaker 1: got me excited about creating content and connecting with my followers. However, 45 00:02:17,840 --> 00:02:20,440 Speaker 1: we hear about social media being such a major factor 46 00:02:20,520 --> 00:02:23,080 Speaker 1: in marketing, but I don't want people to forget that 47 00:02:23,120 --> 00:02:25,840 Speaker 1: there are other ways to market your business besides social 48 00:02:26,080 --> 00:02:28,200 Speaker 1: You have to know your target audience and meet them 49 00:02:28,240 --> 00:02:30,600 Speaker 1: where they're at. So, for example, one of the products 50 00:02:30,639 --> 00:02:34,200 Speaker 1: inside of my small business is my paid subscription newsletter. 51 00:02:34,440 --> 00:02:36,680 Speaker 1: It comes with a ton of cool updates and access 52 00:02:36,720 --> 00:02:39,760 Speaker 1: to exclusive content, but what had really helped me take 53 00:02:39,760 --> 00:02:43,959 Speaker 1: it off the ground was allowing people to gift these subscriptions. 54 00:02:44,240 --> 00:02:47,040 Speaker 1: Another massive growth lever from a marketing perspective for me 55 00:02:47,240 --> 00:02:50,800 Speaker 1: was collaboration. I find a creator who was also talking 56 00:02:50,840 --> 00:02:53,600 Speaker 1: about similar topics as myself, and then we'd collaborate on 57 00:02:53,639 --> 00:02:56,440 Speaker 1: cool content and share with both of our audiences. This 58 00:02:56,520 --> 00:02:59,480 Speaker 1: strategy can be applicable to nearly anyone, but the collaborator 59 00:02:59,520 --> 00:03:02,000 Speaker 1: doesn't need to be a person or an entity. It 60 00:03:02,000 --> 00:03:04,560 Speaker 1: can also be an event. Right, so think about all 61 00:03:04,560 --> 00:03:07,600 Speaker 1: those Valentine's Day themed candies and chocolates we saw in 62 00:03:07,639 --> 00:03:10,760 Speaker 1: February that could be applicable to your small business. What 63 00:03:10,800 --> 00:03:15,000 Speaker 1: about Eugenius? So I had to learn that followers does 64 00:03:15,040 --> 00:03:17,120 Speaker 1: not equal dollars, and I think that's a big mistake 65 00:03:17,120 --> 00:03:18,600 Speaker 1: that a lot of people make when it comes to 66 00:03:18,760 --> 00:03:22,160 Speaker 1: building their audiences on social media. I learned about SEO, 67 00:03:22,280 --> 00:03:24,959 Speaker 1: or search engine optimization as I was in my journey 68 00:03:25,000 --> 00:03:28,000 Speaker 1: as a blogger, and I realized now that ninety percent 69 00:03:28,040 --> 00:03:31,239 Speaker 1: of my traffic comes from SEO. It doesn't come from 70 00:03:31,320 --> 00:03:34,840 Speaker 1: social media. It comes from folks going on a search 71 00:03:34,880 --> 00:03:37,360 Speaker 1: engine and typing in a recipe that they're looking for. 72 00:03:37,960 --> 00:03:41,000 Speaker 1: And as a business coach, when I first started, instead 73 00:03:41,000 --> 00:03:44,600 Speaker 1: of launching a group program using paid ads to advertise that, 74 00:03:44,760 --> 00:03:47,000 Speaker 1: I was doing one on one consultations to make sure 75 00:03:47,080 --> 00:03:49,640 Speaker 1: that I'm qualifying the right people that are going to 76 00:03:49,640 --> 00:03:51,880 Speaker 1: get the most benefit out of my product. And so 77 00:03:51,920 --> 00:03:54,400 Speaker 1: there's just so many different ways to market yourself as 78 00:03:54,440 --> 00:03:57,480 Speaker 1: a business. And that's why our audience is so lucky 79 00:03:57,520 --> 00:04:01,320 Speaker 1: today because we are talking to a verifyable marketing guru. 80 00:04:03,440 --> 00:04:06,560 Speaker 1: Andrea Casanova was born in Venezuela but moved to the 81 00:04:06,640 --> 00:04:09,880 Speaker 1: United States by herself when she was a teen halfway 82 00:04:09,880 --> 00:04:13,120 Speaker 1: through pursuing a college degree. Her parents nearly went bankrupt 83 00:04:13,200 --> 00:04:16,440 Speaker 1: and she could not get financial aid With a student visa, 84 00:04:16,560 --> 00:04:19,480 Speaker 1: her working options were limited. She decided to work for 85 00:04:19,520 --> 00:04:21,880 Speaker 1: free as much as she could, and eventually got picked 86 00:04:21,960 --> 00:04:24,080 Speaker 1: up by an internet media company that flew her out 87 00:04:24,120 --> 00:04:27,360 Speaker 1: to Los Angeles to produce viral content for influencers at 88 00:04:27,360 --> 00:04:30,800 Speaker 1: the mere age of eighteen. In twenty twenty, she decided 89 00:04:30,839 --> 00:04:33,800 Speaker 1: to go solo and open up her own viral marketing agency. 90 00:04:34,120 --> 00:04:37,560 Speaker 1: Growing as an educator on multiple platforms and strategizing for 91 00:04:37,640 --> 00:04:41,880 Speaker 1: brands like TikTok, ten Cent, Amazon, the Russo Brothers, Cricket, 92 00:04:42,080 --> 00:04:45,160 Speaker 1: Universal Music Group, and more. She is now refocusing her 93 00:04:45,160 --> 00:04:49,160 Speaker 1: business called We Shape This, to specifically address building platforms 94 00:04:49,240 --> 00:04:54,599 Speaker 1: for fellow Latina creators and brands. Andrea, Welcome to the show. 95 00:04:55,080 --> 00:04:57,479 Speaker 1: Thank you so much for having me. I'm so excited. 96 00:04:57,839 --> 00:05:00,920 Speaker 1: So I gave the audience a little bit of your background, right, 97 00:05:00,920 --> 00:05:02,640 Speaker 1: but I really want to hear from you. How did 98 00:05:02,640 --> 00:05:04,960 Speaker 1: you get started in marketing and how did you come 99 00:05:05,000 --> 00:05:08,080 Speaker 1: up with the idea of your company? Oh my gosh, 100 00:05:08,120 --> 00:05:10,719 Speaker 1: how far back do I start? I was raised in 101 00:05:10,720 --> 00:05:12,840 Speaker 1: a very supportive home that was like, yeah, you want 102 00:05:12,880 --> 00:05:14,200 Speaker 1: to be a singer, go be a singer. You want 103 00:05:14,200 --> 00:05:16,200 Speaker 1: to be an actress, go be an actress. But I 104 00:05:16,279 --> 00:05:19,440 Speaker 1: always have this business savvy part of me where I 105 00:05:19,480 --> 00:05:22,479 Speaker 1: was like, Okay, what is actually logical for me to 106 00:05:22,640 --> 00:05:25,560 Speaker 1: pursue at a young age that will be able to 107 00:05:25,680 --> 00:05:29,160 Speaker 1: set me up for financial success. And so I realized 108 00:05:29,240 --> 00:05:31,160 Speaker 1: that marketing is the way to go, because that way 109 00:05:31,200 --> 00:05:33,039 Speaker 1: I can pursue some sort of storytelling. I just have 110 00:05:33,080 --> 00:05:35,960 Speaker 1: to figure out how I come into the equation. And 111 00:05:36,040 --> 00:05:38,600 Speaker 1: so I decided to pursue a degree here in the 112 00:05:38,640 --> 00:05:42,960 Speaker 1: States of Media Communications, and by the time graduation hit 113 00:05:44,000 --> 00:05:47,799 Speaker 1: our last project our exams were essentially having a portfolio, 114 00:05:47,839 --> 00:05:50,120 Speaker 1: website built, having our business cards to build, and a 115 00:05:50,160 --> 00:05:54,080 Speaker 1: business plan. But I had to hustle and just get 116 00:05:54,120 --> 00:05:56,960 Speaker 1: a lot of unpaid work. Even if it was unpaid work, 117 00:05:57,000 --> 00:05:59,880 Speaker 1: I could still build my portfolio, and so that slowly 118 00:06:00,000 --> 00:06:02,120 Speaker 1: started setting me up in the route of Okay, I 119 00:06:02,320 --> 00:06:06,160 Speaker 1: understand viral marketing, I understand the psychology and the research 120 00:06:06,160 --> 00:06:07,920 Speaker 1: as to why it works, and now I understand how 121 00:06:07,920 --> 00:06:10,240 Speaker 1: to produce it as well, not for myself yet, but 122 00:06:10,360 --> 00:06:13,960 Speaker 1: for other people. And so I moved to LA because 123 00:06:13,960 --> 00:06:16,440 Speaker 1: I actually ended up producing for one of Latin America's 124 00:06:16,440 --> 00:06:20,520 Speaker 1: biggest content creators and then start to realize that that 125 00:06:20,560 --> 00:06:23,400 Speaker 1: path was not for me. In that moment, let me 126 00:06:23,480 --> 00:06:26,359 Speaker 1: now go try the more corporate side of marketing and 127 00:06:26,400 --> 00:06:29,320 Speaker 1: social media. And the last company that I worked at 128 00:06:29,560 --> 00:06:32,680 Speaker 1: was when I was twenty one twenty two and it 129 00:06:32,760 --> 00:06:34,920 Speaker 1: was called Sapphire and they were one of the first 130 00:06:34,920 --> 00:06:39,000 Speaker 1: companies in the world that was a TikTok approved agency. 131 00:06:39,279 --> 00:06:42,040 Speaker 1: And what that meant was before TikTok blew up back 132 00:06:42,080 --> 00:06:45,479 Speaker 1: in twenty nineteen twenty eighteen, they had a couple agencies 133 00:06:45,480 --> 00:06:47,240 Speaker 1: in the world that they worked with, and in fact, 134 00:06:47,320 --> 00:06:49,640 Speaker 1: even to be considered a partner you had to fly 135 00:06:49,720 --> 00:06:52,760 Speaker 1: to Beijing to get I approved by bite Dams themselves. 136 00:06:52,760 --> 00:06:56,200 Speaker 1: It was gnarly, but it was really awesome because since 137 00:06:56,240 --> 00:06:58,240 Speaker 1: I was really young and the team was really small, 138 00:06:58,440 --> 00:07:01,080 Speaker 1: I was able to have my title as director, so 139 00:07:01,120 --> 00:07:04,240 Speaker 1: I was ahead of global trends overseeing the campaigns of 140 00:07:04,320 --> 00:07:07,800 Speaker 1: amplification for byte Dands and TikTok. Essentially, what I did 141 00:07:07,880 --> 00:07:11,800 Speaker 1: was oversee their amplification program to drive user acquisition, and 142 00:07:11,840 --> 00:07:15,160 Speaker 1: that meant viralizing content through meme pages and a bunch 143 00:07:15,160 --> 00:07:20,200 Speaker 1: of other cool stuff here in the US and France, Italy, Russia, Spain, 144 00:07:21,120 --> 00:07:24,680 Speaker 1: and I started understanding the value of TikTok. I'm like, 145 00:07:24,720 --> 00:07:27,880 Speaker 1: oh my gosh, people should be hopping on TikTok. And 146 00:07:27,920 --> 00:07:31,560 Speaker 1: so I started onboarding brands and eventually I was like, 147 00:07:31,600 --> 00:07:32,760 Speaker 1: you know what, I don't need to be working with 148 00:07:32,800 --> 00:07:35,520 Speaker 1: someone else. I'd rather do it myself, and so I 149 00:07:35,600 --> 00:07:39,160 Speaker 1: left in twenty twenty and solo ever since. As a 150 00:07:39,280 --> 00:07:41,720 Speaker 1: small business owner, I think one of the biggest hangups 151 00:07:41,720 --> 00:07:44,240 Speaker 1: that we have is around spending money. And you got 152 00:07:44,240 --> 00:07:46,880 Speaker 1: to spend some money on marketing, right, So first off, 153 00:07:47,040 --> 00:07:50,520 Speaker 1: how do you determine a marketing budget? And then secondly, 154 00:07:51,200 --> 00:07:53,040 Speaker 1: what if you don't have the money to spend, What 155 00:07:53,080 --> 00:07:54,680 Speaker 1: are some ways that you can market when you don't 156 00:07:54,680 --> 00:07:56,920 Speaker 1: have a lot of initial capital. Oh my gosh. I 157 00:07:56,960 --> 00:07:59,200 Speaker 1: love this question the way that I see it. Rather 158 00:07:59,240 --> 00:08:01,720 Speaker 1: than seeing it as marketing as a whole, start seeing 159 00:08:01,760 --> 00:08:04,960 Speaker 1: the gaps in your business and the gaps in your messaging. 160 00:08:05,400 --> 00:08:07,960 Speaker 1: So when I work with small business owners, I cannot 161 00:08:08,000 --> 00:08:10,120 Speaker 1: just tell them like, hire a whole social media marketer. 162 00:08:10,480 --> 00:08:12,640 Speaker 1: What I tell them instead is what is a hat 163 00:08:12,640 --> 00:08:15,160 Speaker 1: that you can realistically wear right now, and where are 164 00:08:15,200 --> 00:08:16,840 Speaker 1: the gaps? And so they'll tell me, you know, I 165 00:08:16,880 --> 00:08:20,280 Speaker 1: can film myself and I can start dabbling into organic 166 00:08:20,400 --> 00:08:23,280 Speaker 1: social content, but I don't like to edit, and so 167 00:08:23,320 --> 00:08:25,480 Speaker 1: I go, okay, then your gap is a video editor 168 00:08:25,520 --> 00:08:28,800 Speaker 1: for now. Focus on getting that done and then we'll 169 00:08:28,800 --> 00:08:31,360 Speaker 1: see that the next gap is probably copyrighting or a 170 00:08:31,360 --> 00:08:34,680 Speaker 1: community manager. But the thing is, we like to tackle 171 00:08:34,760 --> 00:08:38,040 Speaker 1: marketing in all aspects. We'd like to think of, oh 172 00:08:38,080 --> 00:08:40,000 Speaker 1: my gosh, I need to do prints, I need to 173 00:08:40,000 --> 00:08:42,240 Speaker 1: do social media marketing, I need to do paid marketing 174 00:08:42,240 --> 00:08:45,400 Speaker 1: and all these different things, and then we start leaking 175 00:08:45,480 --> 00:08:47,520 Speaker 1: almost a lot of that money because first we don't 176 00:08:47,520 --> 00:08:49,680 Speaker 1: have data. Right, in my opinion, you should always go 177 00:08:49,760 --> 00:08:52,960 Speaker 1: organic first, then paid, because that way you have data 178 00:08:53,080 --> 00:08:56,280 Speaker 1: to work off of. So my recommendation is to always 179 00:08:56,320 --> 00:09:00,000 Speaker 1: before thinking of your marketing budget is understand where you're 180 00:09:00,040 --> 00:09:01,800 Speaker 1: apps are, what can you do in house, what can 181 00:09:01,800 --> 00:09:04,920 Speaker 1: you do yourself? I mean even myself, I do have 182 00:09:04,960 --> 00:09:06,679 Speaker 1: a team, but I still do a lot of the 183 00:09:06,760 --> 00:09:10,240 Speaker 1: nitty gritty just because I love that it has my 184 00:09:10,480 --> 00:09:12,720 Speaker 1: touch on it, and so it's a personal preference. But 185 00:09:12,760 --> 00:09:15,200 Speaker 1: in the beginning, when I couldn't afford having a video 186 00:09:15,280 --> 00:09:18,200 Speaker 1: editor or content producer on my team, I was just like, Okay, 187 00:09:18,640 --> 00:09:21,080 Speaker 1: what are the hell knows and what are the hell 188 00:09:21,160 --> 00:09:23,679 Speaker 1: yeses that I want to be investing time into. Yeah, 189 00:09:23,720 --> 00:09:25,640 Speaker 1: that's brilliant. And a sort of a follow up on 190 00:09:25,679 --> 00:09:28,520 Speaker 1: that question here is you know, let's say that someone 191 00:09:28,760 --> 00:09:32,239 Speaker 1: is building that marketing plan, right, how do they evaluate 192 00:09:32,280 --> 00:09:35,559 Speaker 1: the success? Is it sales conversion? Is it impressions? Is 193 00:09:35,600 --> 00:09:38,640 Speaker 1: it followers? Right? How does someone know if their marketing 194 00:09:38,640 --> 00:09:42,120 Speaker 1: efforts are actually working at the end of the day. 195 00:09:42,200 --> 00:09:46,319 Speaker 1: I measure the campaign's success based on what your main 196 00:09:46,360 --> 00:09:51,200 Speaker 1: goal is in my opinion, followers, engagement views, that is 197 00:09:51,320 --> 00:09:53,840 Speaker 1: nothing if you're not making money, at least for a 198 00:09:53,840 --> 00:09:56,400 Speaker 1: business owner. However, there's people that just want to be 199 00:09:56,480 --> 00:09:58,160 Speaker 1: known and they just want to start putting their brand 200 00:09:58,240 --> 00:10:00,480 Speaker 1: out there, and then in a couple months they want 201 00:10:00,480 --> 00:10:02,920 Speaker 1: to start a monetize. So it really does depend how 202 00:10:03,040 --> 00:10:05,520 Speaker 1: would a small business owner like to run their campaign. 203 00:10:05,520 --> 00:10:07,959 Speaker 1: They're having a blast, but how do they determine which 204 00:10:08,080 --> 00:10:10,840 Speaker 1: platform is like for them? Right? Should they be doing TikTok? 205 00:10:10,960 --> 00:10:12,600 Speaker 1: Is it Instagram? Is at Facebook? Like? How do they 206 00:10:12,640 --> 00:10:14,840 Speaker 1: determine the platform that's going to give them the results 207 00:10:14,840 --> 00:10:18,000 Speaker 1: that they want. It all comes down to trying things 208 00:10:18,040 --> 00:10:21,080 Speaker 1: out first and seeing what you feel the most comfortable with. 209 00:10:21,280 --> 00:10:23,840 Speaker 1: In terms of the process of getting the content out there. 210 00:10:23,960 --> 00:10:27,160 Speaker 1: I have clients that they love TikTok, and then I 211 00:10:27,200 --> 00:10:29,600 Speaker 1: have other clients that just love to express themselves on 212 00:10:29,640 --> 00:10:32,760 Speaker 1: a long form and so they choose podcasting or they 213 00:10:32,800 --> 00:10:36,480 Speaker 1: choose YouTube. But the thing is, in my humble opinion 214 00:10:37,200 --> 00:10:39,640 Speaker 1: right now, TikTok has been a trendsetter for a lot 215 00:10:39,679 --> 00:10:42,640 Speaker 1: of the other platforms, and so you have an advantage 216 00:10:42,679 --> 00:10:46,079 Speaker 1: storytelling wise, industry wise by being in the app and 217 00:10:46,200 --> 00:10:49,320 Speaker 1: consuming its culture and consuming it's things, because all the 218 00:10:49,360 --> 00:10:51,720 Speaker 1: other apps are grabbing from them. I go on Amazon 219 00:10:51,760 --> 00:10:54,400 Speaker 1: now and now I'm fed up for you page of Amazon, 220 00:10:54,679 --> 00:10:57,920 Speaker 1: which is wild, right, YouTube shorts, reels, all these different things. 221 00:10:57,960 --> 00:11:00,960 Speaker 1: So I do believe that everyone should beyond TikTok because 222 00:11:00,960 --> 00:11:03,120 Speaker 1: of that reason. But should you be investing a lot 223 00:11:03,160 --> 00:11:05,560 Speaker 1: of time in there if you get more reach on Facebook? 224 00:11:05,880 --> 00:11:09,320 Speaker 1: Maybe not right. I have friends that are for some 225 00:11:09,360 --> 00:11:11,599 Speaker 1: reason making a lot of money off of Facebook, and 226 00:11:11,640 --> 00:11:13,240 Speaker 1: they're getting a lot of clients off of there. So 227 00:11:13,760 --> 00:11:15,800 Speaker 1: I would say beyond TikTok, just to be on the know, 228 00:11:16,240 --> 00:11:19,400 Speaker 1: but then start testing things out and whatever works, keep repeating, 229 00:11:19,760 --> 00:11:25,199 Speaker 1: don't refine until it doesn't work anymore. Coming up on 230 00:11:25,360 --> 00:11:29,560 Speaker 1: Mind the Business Small Business success Stories. We forget that 231 00:11:29,640 --> 00:11:32,760 Speaker 1: the most mundane little moments are the ones that create 232 00:11:32,760 --> 00:11:35,920 Speaker 1: the best stories. So record yourself sending orders out from 233 00:11:35,920 --> 00:11:38,720 Speaker 1: your basement because one day you'll have a bigger place 234 00:11:38,720 --> 00:11:40,240 Speaker 1: to send them out from and you'll want to use 235 00:11:40,280 --> 00:11:58,880 Speaker 1: that footage. We'll be right back after the break. Welcome 236 00:11:58,920 --> 00:12:01,560 Speaker 1: back to Mind the Business Small Business success Stories, brought 237 00:12:01,640 --> 00:12:07,200 Speaker 1: to you by iHeartRadio and into a quick books. Now. 238 00:12:07,200 --> 00:12:09,719 Speaker 1: I want to keep rolling with this idea of providing 239 00:12:09,840 --> 00:12:11,959 Speaker 1: value and engagement and stuff like that. So I was 240 00:12:12,000 --> 00:12:15,120 Speaker 1: actually just watching one of your recent collaborations with TikTok 241 00:12:15,400 --> 00:12:17,160 Speaker 1: on TikTok, which is just kind of funny to think 242 00:12:17,200 --> 00:12:19,240 Speaker 1: about it, But in one of the videos you shared 243 00:12:19,280 --> 00:12:22,240 Speaker 1: an incredible tip for small business owners trying to grow 244 00:12:22,280 --> 00:12:25,079 Speaker 1: their presence on the platform. You said, your account should 245 00:12:25,120 --> 00:12:27,920 Speaker 1: be an experience and a space for your audience. It 246 00:12:27,920 --> 00:12:31,280 Speaker 1: should provide value. I don't think enough small business owners 247 00:12:31,400 --> 00:12:34,680 Speaker 1: understand just how important that is. Do you mind unpacking 248 00:12:34,679 --> 00:12:36,959 Speaker 1: that a little bit for us. Yes, that's one of 249 00:12:37,040 --> 00:12:39,680 Speaker 1: my favorite things to talk about as why your account 250 00:12:39,720 --> 00:12:42,240 Speaker 1: should be an experience in a space rather than a person. 251 00:12:42,640 --> 00:12:45,840 Speaker 1: And it's because right now, whenever you go meet someone, 252 00:12:45,840 --> 00:12:47,840 Speaker 1: they're like, hey, what's your Instagram? Let's connect, right, and 253 00:12:47,880 --> 00:12:50,120 Speaker 1: so they get a little vibe of scrolling from your feet. 254 00:12:50,120 --> 00:12:51,600 Speaker 1: And that doesn't mean they need to make an aesthetic. 255 00:12:51,640 --> 00:12:54,360 Speaker 1: I actually hate that narrative. But what I'm talking about 256 00:12:54,440 --> 00:12:56,439 Speaker 1: is it just needs to be consistent enough so people 257 00:12:56,480 --> 00:12:58,360 Speaker 1: know what to expect from you. Like I know, if 258 00:12:58,360 --> 00:12:59,800 Speaker 1: I can go to du A Lingos page, I can 259 00:13:00,000 --> 00:13:02,560 Speaker 1: expect to laugh a lot. I know that if I 260 00:13:02,600 --> 00:13:04,760 Speaker 1: go to my own page, I can expect to be 261 00:13:04,880 --> 00:13:08,679 Speaker 1: given some constant strategy. I can expect giving some motivation, 262 00:13:08,840 --> 00:13:12,120 Speaker 1: talking about manifestation and stuff. I can expect a lot 263 00:13:12,160 --> 00:13:15,160 Speaker 1: of good value around money from the Yukio l Nano podcast. 264 00:13:15,160 --> 00:13:18,119 Speaker 1: So it's like you have to see it as, Okay, 265 00:13:18,160 --> 00:13:21,040 Speaker 1: what space am I creating for my audience here? What 266 00:13:21,160 --> 00:13:23,600 Speaker 1: are the constant themes that they're going to be seeing 267 00:13:24,240 --> 00:13:27,440 Speaker 1: that actually communicate my message? How do I put my 268 00:13:27,520 --> 00:13:30,199 Speaker 1: content out there? What's the tone, what's the music? And 269 00:13:30,240 --> 00:13:34,600 Speaker 1: so when you start seeing content as this whole of storytelling, 270 00:13:35,000 --> 00:13:39,160 Speaker 1: you start detaching from it rather than thinking individually per 271 00:13:39,200 --> 00:13:43,400 Speaker 1: content piece, you think of an overall theme feel sound look. 272 00:13:43,920 --> 00:13:46,559 Speaker 1: That is when you actually start to create a pattern 273 00:13:46,600 --> 00:13:49,880 Speaker 1: in your audience's head, subconsciously making them more attracted to 274 00:13:49,880 --> 00:13:52,520 Speaker 1: you because they already know what to expect. You're just 275 00:13:52,559 --> 00:13:54,680 Speaker 1: expressing yourself. It just so happens that they see it 276 00:13:54,720 --> 00:13:57,720 Speaker 1: a certain way and they relate to it a certain way. Now, 277 00:13:57,880 --> 00:14:00,359 Speaker 1: I think a lot of folks will think that followers 278 00:14:00,400 --> 00:14:04,560 Speaker 1: equals dollars. Probably not the case, right, So how do 279 00:14:04,640 --> 00:14:08,760 Speaker 1: we actually turn followers into paid customers? That's a loaded 280 00:14:08,840 --> 00:14:12,360 Speaker 1: question because not every follower will be a qualified lead 281 00:14:12,400 --> 00:14:15,120 Speaker 1: for you. I actually care a lot more about viewership 282 00:14:15,240 --> 00:14:18,839 Speaker 1: than the follower rate. I've seen people with two thousand 283 00:14:18,840 --> 00:14:21,680 Speaker 1: followers that are making millions of dollars because they've been 284 00:14:21,720 --> 00:14:24,480 Speaker 1: able to really nurture that following in the first place. 285 00:14:24,520 --> 00:14:25,640 Speaker 1: And the way that I see it is if you 286 00:14:25,680 --> 00:14:29,200 Speaker 1: can't nurture one hundred or a thousand of your qualified leads, 287 00:14:29,200 --> 00:14:32,160 Speaker 1: then you can't do two million. Then I've seen creators 288 00:14:32,200 --> 00:14:34,320 Speaker 1: that have two million, five million followers that are like, hey, 289 00:14:34,360 --> 00:14:37,200 Speaker 1: can you spot me twenty? And it's really bizarre, it's 290 00:14:37,240 --> 00:14:39,920 Speaker 1: really crazy. And so what happens is we equate a 291 00:14:39,960 --> 00:14:43,040 Speaker 1: follower a count with a success rate almost And the 292 00:14:43,120 --> 00:14:44,840 Speaker 1: way that I see it is, rather than focusing on 293 00:14:44,920 --> 00:14:49,120 Speaker 1: your followers, focus on your personal brand. I've seen creators 294 00:14:49,120 --> 00:14:51,640 Speaker 1: that are so small, at least compared to some of 295 00:14:51,640 --> 00:14:53,800 Speaker 1: the bigger creators, but they have a lot of press, 296 00:14:53,960 --> 00:14:57,120 Speaker 1: they're in the right networks, they'll have their right channels 297 00:14:57,120 --> 00:14:59,640 Speaker 1: in terms of they get big people on their podcasts, 298 00:14:59,680 --> 00:15:02,200 Speaker 1: they get people on their events and whatnot. And it's 299 00:15:02,240 --> 00:15:04,840 Speaker 1: because they care a lot about their personal brands. It's 300 00:15:04,880 --> 00:15:07,960 Speaker 1: the equivalent as to why a lot of creators that 301 00:15:08,040 --> 00:15:10,200 Speaker 1: are not necessarily huge charge a lot of money in 302 00:15:10,240 --> 00:15:12,160 Speaker 1: brand deals. The way that I see it is, you're 303 00:15:12,200 --> 00:15:14,800 Speaker 1: not paying just for my audience to convert to you. 304 00:15:14,800 --> 00:15:18,280 Speaker 1: You're paying for my reputation, for the credibility that I 305 00:15:18,320 --> 00:15:22,600 Speaker 1: already have. And so when you focus on growing your 306 00:15:22,640 --> 00:15:26,280 Speaker 1: personal brand rather than growing your followers, that's when things 307 00:15:26,320 --> 00:15:30,000 Speaker 1: just start to align. You know. As an online business coach, 308 00:15:30,160 --> 00:15:33,000 Speaker 1: one of the most common things that I've heard time 309 00:15:33,000 --> 00:15:36,320 Speaker 1: and time again is this fear of showing up in 310 00:15:36,360 --> 00:15:38,760 Speaker 1: front of the camera. Right As a small business owner, 311 00:15:38,800 --> 00:15:40,600 Speaker 1: you know you have to market yourself. But this idea 312 00:15:40,600 --> 00:15:41,760 Speaker 1: of like, I don't want to get in front of 313 00:15:41,760 --> 00:15:45,720 Speaker 1: the camera and start dancing and learning choreography. What do 314 00:15:45,760 --> 00:15:48,280 Speaker 1: you say to folks who have that fear of showing up? 315 00:15:49,080 --> 00:15:50,400 Speaker 1: And the way that I see it is you just 316 00:15:50,440 --> 00:15:53,520 Speaker 1: have to find the way that you feel the most 317 00:15:53,520 --> 00:15:56,880 Speaker 1: comfortable to be seen in. I recently had a client. 318 00:15:57,080 --> 00:15:59,680 Speaker 1: She came up to me. She's like, listen, I connect 319 00:15:59,680 --> 00:16:02,920 Speaker 1: with people so well in real life, and as soon 320 00:16:02,960 --> 00:16:04,800 Speaker 1: as you turn on a camera, I just freeze up 321 00:16:04,800 --> 00:16:06,400 Speaker 1: and I don't know what else to say. And then 322 00:16:06,480 --> 00:16:09,200 Speaker 1: I realize that, Okay, let's just keep a mic a 323 00:16:09,280 --> 00:16:13,040 Speaker 1: laugh on you when you're doing speeches, when you're a 324 00:16:13,120 --> 00:16:15,800 Speaker 1: public speaking, when you're meeting people, and let's have a 325 00:16:15,840 --> 00:16:19,160 Speaker 1: cameragrapher rolling and whenever you're giving them advice or tips 326 00:16:19,160 --> 00:16:21,880 Speaker 1: and whatnot, let's just record that and utilize that for content. 327 00:16:21,920 --> 00:16:23,800 Speaker 1: That's what I do when I go to my speaking gigs, 328 00:16:23,840 --> 00:16:26,120 Speaker 1: I always have a laugh connected to me, and it's 329 00:16:26,200 --> 00:16:29,080 Speaker 1: hours of footage that then we cut down and then 330 00:16:29,120 --> 00:16:31,720 Speaker 1: we grab content from there because that is where I 331 00:16:31,800 --> 00:16:34,400 Speaker 1: excel at it's public speaking, it's in front of a crowd. 332 00:16:34,440 --> 00:16:36,120 Speaker 1: I cannot really just do it when my camera's on 333 00:16:36,120 --> 00:16:38,440 Speaker 1: and I'm alone in my room for some reason. And 334 00:16:38,480 --> 00:16:41,640 Speaker 1: so just focus on the ways in the creative outlets 335 00:16:41,640 --> 00:16:43,440 Speaker 1: that makes sense for you. You don't have to be 336 00:16:43,480 --> 00:16:45,400 Speaker 1: doing the little trends if you don't want to. You 337 00:16:45,440 --> 00:16:47,080 Speaker 1: don't have to be speaking a camera if you don't 338 00:16:47,080 --> 00:16:49,200 Speaker 1: want to. You could simply find the ways that that 339 00:16:49,480 --> 00:16:52,840 Speaker 1: works for you and go from there. Now, the second answer, 340 00:16:54,080 --> 00:16:57,240 Speaker 1: when you attach yourself to the good comments, Unfortunately, you 341 00:16:57,280 --> 00:17:00,400 Speaker 1: also attach yourself to the negative comments. And so winner 342 00:17:00,800 --> 00:17:03,280 Speaker 1: on social media and on anything that they do will 343 00:17:03,320 --> 00:17:05,680 Speaker 1: come from a place of neutrality. You have to get 344 00:17:05,680 --> 00:17:09,240 Speaker 1: to the place where bad comments are as neutral as 345 00:17:09,359 --> 00:17:11,959 Speaker 1: good comments. Then you can start putting yourself out there. 346 00:17:11,960 --> 00:17:14,119 Speaker 1: Because of true this, we don't fear the common itself. 347 00:17:14,119 --> 00:17:15,560 Speaker 1: The comments is not going to come bite us. It's 348 00:17:15,560 --> 00:17:18,119 Speaker 1: just words on a screen. What we fear is that 349 00:17:18,160 --> 00:17:21,080 Speaker 1: we cannot handle that reaction. We cannot handle that rejection. 350 00:17:21,600 --> 00:17:23,199 Speaker 1: And I have a lot of clients in mind the 351 00:17:23,240 --> 00:17:25,600 Speaker 1: love negative comments because they know it boosts their page. 352 00:17:26,520 --> 00:17:29,439 Speaker 1: But I have other clients I disappear for years months, 353 00:17:29,520 --> 00:17:32,480 Speaker 1: because they just simply get so attached to both the 354 00:17:32,520 --> 00:17:36,320 Speaker 1: negatives and the positives. I started making content three years ago, 355 00:17:36,480 --> 00:17:39,080 Speaker 1: and I encourage everyone listening right now to go scroll 356 00:17:39,520 --> 00:17:42,440 Speaker 1: endlessly all through eight hundred videos of mine on TikTok. 357 00:17:42,800 --> 00:17:46,000 Speaker 1: You tell me how many videos have my face in them? 358 00:17:46,240 --> 00:17:49,320 Speaker 1: Absolutely zero until I was two years into this, because 359 00:17:49,400 --> 00:17:51,320 Speaker 1: I was afraid to be on camera. And so what 360 00:17:51,400 --> 00:17:53,320 Speaker 1: I did to sort of solve that problem, as I said, Well, 361 00:17:53,560 --> 00:17:55,159 Speaker 1: you know, I've got a decent voice. I feel like 362 00:17:55,160 --> 00:17:56,600 Speaker 1: I can tell a story. Let me just like write 363 00:17:56,600 --> 00:17:59,000 Speaker 1: some stuff out on a notepad and like show the 364 00:17:59,080 --> 00:18:01,080 Speaker 1: camera and like just kind of get people step by 365 00:18:01,080 --> 00:18:05,240 Speaker 1: step ideas. There's always a way. That's literally why I 366 00:18:05,280 --> 00:18:07,720 Speaker 1: started a podcast. I'm like, nobody needs to see my face. 367 00:18:07,720 --> 00:18:09,320 Speaker 1: They can just listen to me. And here we are. 368 00:18:11,600 --> 00:18:14,320 Speaker 1: Now here's a fun question for you, Andrea. How have 369 00:18:14,440 --> 00:18:18,440 Speaker 1: you used your own marketing advice to grow your own business? 370 00:18:19,000 --> 00:18:21,560 Speaker 1: A lot of my videos are value driven and not 371 00:18:21,680 --> 00:18:24,320 Speaker 1: in a way where I'm saying, hey, go buy my services, 372 00:18:24,320 --> 00:18:26,439 Speaker 1: go buy my services, right I'm talking about the results 373 00:18:26,440 --> 00:18:29,320 Speaker 1: that I've brought to people previously in an educational way, 374 00:18:29,560 --> 00:18:31,760 Speaker 1: something that I love doing is always integrating the word 375 00:18:31,760 --> 00:18:35,040 Speaker 1: clients and my videos because when I say clients or 376 00:18:35,080 --> 00:18:37,400 Speaker 1: when I say yeah, one of my clients, I did 377 00:18:37,440 --> 00:18:38,840 Speaker 1: this for them, or this is the process that I 378 00:18:38,880 --> 00:18:40,159 Speaker 1: use with one of my clients. As soon as you 379 00:18:40,160 --> 00:18:43,240 Speaker 1: say the word clients, customers and you start talking about successes, 380 00:18:43,280 --> 00:18:46,840 Speaker 1: problem aware of things you put in your audience's head 381 00:18:46,840 --> 00:18:48,439 Speaker 1: that it could be possible for them too, They're like, 382 00:18:48,440 --> 00:18:50,359 Speaker 1: oh clients, Oh, I could work with them, right. So 383 00:18:50,880 --> 00:18:54,560 Speaker 1: I focus on telling the stories from my personal experience, 384 00:18:54,560 --> 00:18:56,760 Speaker 1: telling the stories of people that happen and work with me, 385 00:18:57,160 --> 00:18:59,000 Speaker 1: because I know that it's something that people can relate 386 00:18:59,000 --> 00:19:02,919 Speaker 1: to a lot. This whole idea of like talking to 387 00:19:02,960 --> 00:19:05,320 Speaker 1: a camera and talking about what you're offering will not 388 00:19:05,400 --> 00:19:07,800 Speaker 1: ressonate the same if there's not a story attached to it, 389 00:19:07,840 --> 00:19:10,960 Speaker 1: because there's no emotion attached to it. Everything we do communicate, 390 00:19:11,000 --> 00:19:13,480 Speaker 1: so when you see it from that perspective, it becomes 391 00:19:13,480 --> 00:19:17,119 Speaker 1: a lot easier. So we typically think of social media 392 00:19:17,280 --> 00:19:19,359 Speaker 1: when it comes to marketing, but can you talk about 393 00:19:19,359 --> 00:19:22,840 Speaker 1: other ways that you can leverage different tools for marketing 394 00:19:22,840 --> 00:19:26,040 Speaker 1: your business that don't necessarily involve social media. Well, in 395 00:19:26,119 --> 00:19:29,360 Speaker 1: my opinion. Besides social media marketing, email marketing is one 396 00:19:29,400 --> 00:19:32,080 Speaker 1: of my favorite ways. When it comes to email, you're 397 00:19:32,119 --> 00:19:35,119 Speaker 1: having a direct access to your consumer that normally you 398 00:19:35,160 --> 00:19:38,280 Speaker 1: wouldn't get and it's a much more intimate customer journey. Right. 399 00:19:38,400 --> 00:19:40,800 Speaker 1: Something that I would probably write on my newsletter is 400 00:19:40,800 --> 00:19:43,160 Speaker 1: not the same as I would post on my TikTok 401 00:19:43,200 --> 00:19:46,080 Speaker 1: because TikTok is a much more discovery driven platform. And 402 00:19:46,119 --> 00:19:47,560 Speaker 1: so that's the way that I see it. It's like 403 00:19:47,600 --> 00:19:50,600 Speaker 1: it depends on the level of intimacy. It's the right 404 00:19:50,640 --> 00:19:53,440 Speaker 1: word actually that you have with your customers, and so 405 00:19:53,840 --> 00:19:56,720 Speaker 1: with these newsletters, you get a lot of more opportunity 406 00:19:56,800 --> 00:20:00,240 Speaker 1: to be in a more intimate conversation with your consumer. Yeah. 407 00:20:00,240 --> 00:20:02,359 Speaker 1: I always like to think of when someone gives you 408 00:20:02,400 --> 00:20:04,560 Speaker 1: their email address, it's like the digital version of them 409 00:20:04,600 --> 00:20:07,080 Speaker 1: inviting you into their home, so you really get a 410 00:20:07,160 --> 00:20:09,080 Speaker 1: chance to spend some time with them and they get 411 00:20:09,080 --> 00:20:11,760 Speaker 1: to know you. So I love that tip. So you've 412 00:20:11,760 --> 00:20:13,879 Speaker 1: mentioned the word brand a couple of times, and I'd 413 00:20:13,880 --> 00:20:16,199 Speaker 1: love for you to kind of expand on what it 414 00:20:16,280 --> 00:20:18,840 Speaker 1: actually means to be a personal brand, because I don't 415 00:20:18,840 --> 00:20:20,679 Speaker 1: know if a lot of folks really understand what are 416 00:20:20,680 --> 00:20:25,199 Speaker 1: the nuances there. A personal brand, in my opinion, is 417 00:20:25,920 --> 00:20:30,640 Speaker 1: essentially the way that you choose how your audience feels 418 00:20:30,720 --> 00:20:34,320 Speaker 1: and perceives you. Contrary to popular belief, a brand does 419 00:20:34,359 --> 00:20:37,640 Speaker 1: not necessarily mean that it's a corporation or an organization. 420 00:20:37,760 --> 00:20:40,800 Speaker 1: It just means that they have a clear understanding of 421 00:20:41,000 --> 00:20:43,240 Speaker 1: what your boundaries are, what you stand for, what you 422 00:20:43,280 --> 00:20:45,520 Speaker 1: don't stand for, the way that you speak, the way 423 00:20:45,520 --> 00:20:48,880 Speaker 1: that you feel, the way that you communicate. The way 424 00:20:48,920 --> 00:20:51,159 Speaker 1: that I like to break these down is by utilizing 425 00:20:51,280 --> 00:20:56,280 Speaker 1: characters and film and stories huge on brand archetypes. The 426 00:20:56,400 --> 00:20:58,840 Speaker 1: Explorer is a brand archeset, for example, and it's a 427 00:20:58,920 --> 00:21:02,400 Speaker 1: character that represents and breaking the status quo and going 428 00:21:02,440 --> 00:21:04,879 Speaker 1: out there and discovering new things. And you see a 429 00:21:04,880 --> 00:21:09,400 Speaker 1: lot of adventure creators or travel creators embodying this brand archetype. 430 00:21:09,400 --> 00:21:12,000 Speaker 1: And a very big brand that's known for this archetype 431 00:21:12,160 --> 00:21:15,800 Speaker 1: is Jeep. Right when you think of Disney, you think 432 00:21:15,840 --> 00:21:20,159 Speaker 1: of oh, amazing, magic, incredible, all these different actives, and 433 00:21:20,240 --> 00:21:23,280 Speaker 1: you realize, oh, that's a magician's archetype. And when you 434 00:21:23,320 --> 00:21:25,600 Speaker 1: realize that all of these things are just characters, it's 435 00:21:25,640 --> 00:21:27,879 Speaker 1: so easy for you to realize which one resonates with 436 00:21:27,880 --> 00:21:30,240 Speaker 1: you the most. And so when I am doing this 437 00:21:30,320 --> 00:21:32,439 Speaker 1: exercise with my clients, I have them go through a 438 00:21:32,440 --> 00:21:35,560 Speaker 1: whole archetype test and seeing, Okay, which one do you 439 00:21:35,600 --> 00:21:38,439 Speaker 1: relate to the most and why, and so it's easier 440 00:21:38,440 --> 00:21:41,320 Speaker 1: for them to communicate. But a personal brand is essentially 441 00:21:41,320 --> 00:21:44,359 Speaker 1: how you choose to put yourself out there. Yeah, that's great. 442 00:21:45,000 --> 00:21:48,560 Speaker 1: What's one thing that a small business owner should be 443 00:21:48,680 --> 00:21:53,159 Speaker 1: doing with regards to their marketing today? Should it be 444 00:21:53,280 --> 00:21:56,119 Speaker 1: focusing on social should it be long form content? Like? 445 00:21:56,160 --> 00:22:00,679 Speaker 1: What's the one most return on investment driven thing that 446 00:22:00,680 --> 00:22:03,560 Speaker 1: people should be focusing on. I think every small business 447 00:22:03,600 --> 00:22:07,080 Speaker 1: owners should be focusing on documenting their journey, even if 448 00:22:07,080 --> 00:22:09,480 Speaker 1: they don't have a video editor on hand, even if 449 00:22:09,480 --> 00:22:12,359 Speaker 1: they don't plan on posting them, because at the end 450 00:22:12,359 --> 00:22:14,320 Speaker 1: of the day, you will at some point, whether you 451 00:22:14,359 --> 00:22:15,760 Speaker 1: want it or not, if you want to build a 452 00:22:15,800 --> 00:22:18,560 Speaker 1: successful business, you have to create some sort of content. 453 00:22:18,600 --> 00:22:20,560 Speaker 1: And I'd rather you have the content than not have 454 00:22:20,640 --> 00:22:23,439 Speaker 1: it at all. And what I always tell you, boots like, 455 00:22:23,520 --> 00:22:27,520 Speaker 1: we tend to create around moments that are iconic. I 456 00:22:27,560 --> 00:22:29,600 Speaker 1: got invited to this event, I'm going to film myself. 457 00:22:29,640 --> 00:22:31,879 Speaker 1: I got this new car, I'm going to film myself. 458 00:22:31,920 --> 00:22:33,880 Speaker 1: I got this I'm going to film myself. But then 459 00:22:34,200 --> 00:22:37,399 Speaker 1: we forget that the most mundane little moments are the 460 00:22:37,520 --> 00:22:40,399 Speaker 1: ones that create the best stories. So record yourself sending 461 00:22:40,400 --> 00:22:42,680 Speaker 1: out that first package, even if the person didn't pay 462 00:22:42,720 --> 00:22:46,560 Speaker 1: you full price. Record yourself sending orders out from your basement, 463 00:22:46,680 --> 00:22:49,000 Speaker 1: because one day you'll have a bigger place to send 464 00:22:49,040 --> 00:22:50,920 Speaker 1: them out from and you'll want to use that footage. 465 00:22:51,160 --> 00:22:53,600 Speaker 1: So document your journey whatever that looks for you. Even 466 00:22:53,600 --> 00:22:56,160 Speaker 1: if you don't use it, it'll still be so valuable. 467 00:22:56,560 --> 00:22:58,840 Speaker 1: I could not agree anymore. At the end of the day, 468 00:22:58,880 --> 00:23:02,000 Speaker 1: like everyone has their own journey, everyone is doing something 469 00:23:02,040 --> 00:23:05,639 Speaker 1: that is important too. If it's a customer, a potential customer, 470 00:23:05,680 --> 00:23:07,679 Speaker 1: if it's someone who aspires to be like you as 471 00:23:07,720 --> 00:23:10,399 Speaker 1: a small business owner. I think documenting the journey is 472 00:23:10,440 --> 00:23:13,320 Speaker 1: so powerful. Totally agree. Thank you so much Andrea for 473 00:23:13,400 --> 00:23:16,240 Speaker 1: being here, and I can't wait for folks to tune 474 00:23:16,240 --> 00:23:18,560 Speaker 1: into this episode. There are so many gems that you dropped. 475 00:23:19,000 --> 00:23:21,200 Speaker 1: Thank you and thank you both so much. I really 476 00:23:21,240 --> 00:23:30,359 Speaker 1: appreciate it. Andrea was such an incredible guest. Her story 477 00:23:30,400 --> 00:23:33,520 Speaker 1: as an immigrant really embodies the American dream. Austin, what 478 00:23:33,600 --> 00:23:37,040 Speaker 1: struck you as most impactful about her journey? Yeah, I 479 00:23:37,080 --> 00:23:40,240 Speaker 1: think for me, it was her tenacity and her focus 480 00:23:40,280 --> 00:23:44,480 Speaker 1: to succeed, Just having this awesome mindset to say, I'm 481 00:23:44,520 --> 00:23:47,919 Speaker 1: passionate about this, I'm going to use the resources my 482 00:23:48,000 --> 00:23:50,520 Speaker 1: college has, I'm going to use every single piece that 483 00:23:50,640 --> 00:23:54,080 Speaker 1: I can pull together to succeed against this dream. And 484 00:23:54,119 --> 00:23:56,160 Speaker 1: her willingness to say I'm not going to give up. 485 00:23:56,200 --> 00:23:59,119 Speaker 1: I'm going to do this regardless. Yeah, I think for 486 00:23:59,200 --> 00:24:01,480 Speaker 1: me there was a lot that I could resonate with, 487 00:24:01,720 --> 00:24:04,320 Speaker 1: being a fellow entrepreneur and being the first in my 488 00:24:04,359 --> 00:24:07,600 Speaker 1: family to do something like this, right. I definitely identified 489 00:24:07,640 --> 00:24:11,200 Speaker 1: with her story around not feeling worthy of asking for 490 00:24:11,240 --> 00:24:13,960 Speaker 1: what you're worth, And I think a lot of people 491 00:24:14,000 --> 00:24:16,720 Speaker 1: can identify with this idea of not really understanding the 492 00:24:16,840 --> 00:24:19,080 Speaker 1: value of our skills. And so I just really like 493 00:24:19,119 --> 00:24:21,159 Speaker 1: to remind folks they're not just paying you for the 494 00:24:21,280 --> 00:24:24,880 Speaker 1: time and the labor that you're investing into whoever you're 495 00:24:24,880 --> 00:24:27,440 Speaker 1: working with as a client. You also have to pay 496 00:24:27,480 --> 00:24:30,879 Speaker 1: for the years of experience that I've collected along the way, 497 00:24:31,119 --> 00:24:34,040 Speaker 1: all of the trials and errors. That's really how you 498 00:24:34,080 --> 00:24:36,320 Speaker 1: start to get your worth as a small business owner. 499 00:24:36,359 --> 00:24:38,399 Speaker 1: So I think it's important that you mentioned that, and 500 00:24:38,440 --> 00:24:41,160 Speaker 1: also the mindset work that it takes. Right. You got 501 00:24:41,160 --> 00:24:43,840 Speaker 1: to kind of build your confidence muscle as an entrepreneur 502 00:24:44,240 --> 00:24:46,000 Speaker 1: the same way that you would build your muscles at 503 00:24:46,040 --> 00:24:49,400 Speaker 1: the gym. I just really want to speak now to 504 00:24:49,440 --> 00:24:51,840 Speaker 1: all the small business owners who are listening that might 505 00:24:51,880 --> 00:24:55,000 Speaker 1: have not taken that step to create content yet, if 506 00:24:55,040 --> 00:24:57,920 Speaker 1: it's a video on TikTok or video anywhere else or 507 00:24:58,080 --> 00:25:01,520 Speaker 1: whatever that content might be, Like, document the journey. You 508 00:25:01,520 --> 00:25:03,840 Speaker 1: don't have to have a crazy content plan, not to 509 00:25:03,840 --> 00:25:05,639 Speaker 1: have a calendar, you do not to have a notion page. 510 00:25:05,680 --> 00:25:07,720 Speaker 1: You literally just pick up your phone and say I'm 511 00:25:07,760 --> 00:25:11,120 Speaker 1: packing packages today, I'm just gonna record myself or this 512 00:25:11,200 --> 00:25:13,240 Speaker 1: just happened to me in an email, just like whatever. 513 00:25:13,480 --> 00:25:15,919 Speaker 1: The mundane things that you're thinking is so like, oh no, 514 00:25:15,920 --> 00:25:18,080 Speaker 1: I wants to listen to that. Seriously, Just share it. 515 00:25:18,240 --> 00:25:20,800 Speaker 1: Just document the journey, Share it with people, and someone's 516 00:25:20,800 --> 00:25:23,480 Speaker 1: going to resonate and that will turn into hopefully something 517 00:25:23,560 --> 00:25:26,679 Speaker 1: larger than just a posting. Beginning. Absolutely, people love to 518 00:25:26,720 --> 00:25:29,719 Speaker 1: watch the journey. I get messages from followers who started 519 00:25:29,800 --> 00:25:32,560 Speaker 1: listening to the podcast back in twenty twenty and they're 520 00:25:32,560 --> 00:25:35,600 Speaker 1: just like wow. You know, watching you grow as an 521 00:25:35,720 --> 00:25:38,800 Speaker 1: entrepreneur also inspires me in my own journey to see 522 00:25:39,000 --> 00:25:41,560 Speaker 1: what is possible. So you never know who you're inspiring 523 00:25:41,600 --> 00:25:45,360 Speaker 1: just by being yourself. Well that's it for today's episode. 524 00:25:45,400 --> 00:25:48,680 Speaker 1: You can find me on social media at Austin Hankwitz 525 00:25:48,960 --> 00:25:52,040 Speaker 1: and you can find me at Jokiero Dineto podcast. You 526 00:25:52,040 --> 00:25:55,359 Speaker 1: can follow Into It QuickBooks on all social media at QuickBooks, 527 00:25:55,480 --> 00:25:57,200 Speaker 1: and to get the tools that you need to start, 528 00:25:57,359 --> 00:26:00,159 Speaker 1: run and grow your business, head to QuickBooks dot com 529 00:26:00,200 --> 00:26:02,840 Speaker 1: today and be sure to catch the next episode of 530 00:26:02,920 --> 00:26:06,240 Speaker 1: Mind the Business Small Business Success Stories on Thursday, April 531 00:26:06,280 --> 00:26:10,080 Speaker 1: twenty seventh, where we speak to Chocolate Tier Jessica Spalding 532 00:26:10,200 --> 00:26:13,360 Speaker 1: on balancing the books. You won't want to miss that one, 533 00:26:13,480 --> 00:26:15,800 Speaker 1: so don't forget to follow, rate and review the show 534 00:26:15,800 --> 00:26:18,000 Speaker 1: wherever you listen to podcast so you can stay up 535 00:26:18,040 --> 00:26:20,479 Speaker 1: to date on our future episodes and check out our 536 00:26:20,480 --> 00:26:23,400 Speaker 1: show notes for more information from this episode and marketing 537 00:26:23,480 --> 00:26:26,200 Speaker 1: your business. And a huge thank you to our guest 538 00:26:26,240 --> 00:26:30,600 Speaker 1: Andrea Casanova. This podcast is a production of iHeartRadio and 539 00:26:30,720 --> 00:26:34,720 Speaker 1: Into It QuickBooks Our executive producer is Molly Sosha, our 540 00:26:34,760 --> 00:26:38,000 Speaker 1: supervising producer is na Kia Swinton, and our writer is 541 00:26:38,040 --> 00:26:41,200 Speaker 1: Tyree Rush. Our Head of post production is James Foster. 542 00:26:41,440 --> 00:26:49,280 Speaker 1: And we will see you next time. Bye.