The Brands That Win Q4 Are Not the Ones Who Show Up in October — Here's What They Do Instead

All right, guys. Welcome back to another episode of Running with Wolves. Today is another case study. And I know you guys have been begging for more of these. And this case study in particular is a little bit different than some of my previous ones for my clients. And we're going to talk a lot not just about like the strategy that we had to utilize to get her these results, but also kind of the business owner that she almost had to become the professional and personal development that she had to go through in order to create these results. Because one thing I've noticed a lot in the last like six months or so is the core difference between business owners who are not just really, really good at developing a marketing strategy, but also business owners that are sponges and that are really good at executing. And the difference between them and people who are kind of just throwing spaghetti at the wall trying to see what sticks not necessarily listening to like other experts advice, not necessarily implementing correctly, because I've always told my clients I'm like, I could literally hand you a strategy that would make you millions. And if you're not executing it properly, you're not going to see the same results as somebody who is executing it properly. So all that to say, I'm really excited about this episode because yes, she made a fuck ton of money, but I also love like one of the things I would consider to be a win about this client is like who she became along the way. So I'm excited to kind of dig into it. We're going to give you we I talk as if I love how I'm like we're going to give you I'm like, man, I know it's fucking here. It's literally just me. I'm going to give you a rundown of this client, what industry she's in, product, price point, all the things where she was when she first came to me. And then we'll kind of walk through because she just finished her six months with me. We'll walk through essentially all the changes we need to strategy, et cetera, along the way. And then we'll talk about the results that she's achieved, which is really exciting. So this client is located in Australia. She only really serves the Australian market. And then I believe she's starting to ship internationally as well. She produces skin care products that are completely organic, meaning they are literally just ingredients that you can get like from the earth. That is a huge part of their marketing. And they also are not like medical grade. They have no chemicals, no nothing. So that is what she produces. Each product that she sells is less than I believe her most expensive might be like $200. So relatively low ticket product and in the grand scheme of things with skin care and cosmetics, her prices are very, very low ticket. And she sells not just to consumers, but then she also sells to wholesalers. So she will basically sell products to like the average customer. So like you and I, if I was scrolling and I was looking for a skin care product, she sells what I'm looking for. She also sells to people who own med spas, who own facial clinics, who own, you know, all these different things where they're going to want to bring her product line in and sell it to their customers essentially. So she has two separate target audiences, which is another thing I really, really like about this like case study is a lot of people will ask me, how do I sell multiple things all at once or how do I sell to multiple different demographics? And it's actually a lot simpler than you would think. So we're going to touch on that a little bit, but that was another really, really big part of it as well. So when she first came to me, let's talk about kind of what her marketing looked like. Up until this point, number one, she really couldn't break past like 30K per month in sales. And that was primarily created by mostly consumers. So like just your average customer. And then she had a couple wholesale clients because they would buy more. Obviously, right, if you're trying to bring a product line into your business to sell to people, you're going to have to buy in bulk. So they would obviously give her revenue a really big increase, which was awesome. But she didn't have those consistently coming in. So on the wholesale side, the only way she could often get new clients was through referrals, through word of mouth, through someone like coming in or being friends with the clinic owner and being like, Oh, I love this product line. Maybe I need this for my business for my customers as well. So up until this point, her marketing when she first came to me was really just about entertainment and engagement. It felt very representative, honestly, of what I see a lot of your guys as marketing looking like. You have marketing going out consistently. However, the marketing that is going out isn't doing anything for you. And that's the thing that really gets my goat about most people is they'll put in this time and effort and energy into creating all this marketing for it to do nothing for them. And my rule of thumb is that every piece of marketing has to have a job. We do not post to just be like, Oh, here you go. Let me just like put something out or check a box that I posted something. Absolutely not. When we post or when we send on an email or an SMS marketing campaign or a push notification or it doesn't matter what kind of marketing you're doing, right? It has to have a job. It has to have an intention. And that's what her marketing was really lacking. So people would be kind of scrolling if we think about the customer journey, right? People are scrolling maybe her piece of content lands on their for you page lands on their feed. She they click on it if maybe it grabs their attention or they scroll right past it. And even if they did click on to that piece of content or over to her profile, they weren't spending a lot of time there because nothing was grabbing their attention. And on top of that, all the content was about her, her skincare and her brand. And if you guys have listened to this podcast for a while, you have heard me talk consistently about the fact that what gets people obsessed with you is about you. So like, Hell yeah, scream your name from the rooftops. Talk about your products, educate on them. Same thing with services. But what gets people to buy is about them. Their problems, their goals, how your product or service solves those things. So she's coming to me and she's like, I don't know why people aren't buying from me. And even more than that, I don't know why my marketing isn't performing well, right? Like the most in terms of quote unquote reach or views that she would get is like, maybe five thousand views. And that was like a really good piece of content for her. She's like, wow, I got five thousand views. That's awesome. Which in the grand scheme of things, yes, is fantastic. But when you don't know what actually gets the attention of those views. So like if five thousand people randomly see your piece of content, awesome. But it doesn't matter if they see it, what matters is what they do with it, right? So like they see a piece of content. If they're not going to keep going to your profile and binge your content, they're not even going to enter into the marketing funnel or the buyer's journey, which means you basically just lost a potential customer because you're your content or your marketing wasn't engaging in the first place. So when you guys hear me talk about our will funnel attract warm convert and this like marketing funnel buyers journey that we've created, she was kind of missing almost every single part of that funnel attract warm and convert her content again, didn't create great reach. And then on top of that, it didn't engage. It didn't cause people to be like, ooh, I want to know more about this brand. Ooh, that's a really interesting post. I want to go discover more blah, blah, blah, right? And it sure as hell did not make them be like, wow, I have to have this product. Let me give them my credit card this very second. So that was the starting point of her marketing. Okay, the other thing I want to mention because I mentioned we're going to kind of go into her mindset, the personal professional development, who she almost had to become to see the results that she did that I'll talk about in just a second. I want to touch on this as well because this is a really important part of the conversation. Okay. So when she first came to me, she was like, yes, I'm absolutely open to like trying a new strategy, doing all these different things. We started trying different content than she had ever tried before. So previously, a lot of her content was like lifestyle b-roll, right? So there were like clips of her with her daughter doing yoga outside in the lab, making these products, right? Super cool b-roll, but nothing that made people be like, who is this person, right? Like I like you. I like your personality because she wasn't even really letting anyone in to like see this content or see her or see her personality in the first place, right? So that's her content. In addition to that, she did a lot of graphics that you could and she knows this and I've said this to her face. So like she's going to listen to this episode and be like, yeah, that's what Savannah said. So she's not going to be offended by me saying any of this, but a lot of her content and her graphics looked like they could have been made on Canva by like a intern for marketing, essentially, like a very, very green social media manager. That's because she was doing it on her own, right? And that's okay. But again, in a day and age where people's attention spans my joke is like it's like the size of a fricking fruit flies eye. Like that is people's attention span in today's day and age. You have maybe 0.5 seconds to grab their attention. And if you have a really, really basic carousel with graphics that look like they were just kind of designed by anybody or b-roll content. If the caption or the copy on the screen isn't super attention grabbing, you're shit out of luck at that point, right? So she basically had this mindset going in of like, yes, I'm very open to like working super hard, blah, blah, blah. We start executing face-to-camera content because you guys know I am a huge advocate for the fact that marketing is moving not only in the direction of video content. Like we're already here. Video content is king at this point or queen. Hello. But in addition to video content being queen, I think for me, the other part is that it can't just be you with like lifestyle b-roll. Like you have to be talking face-to-camera. Like people need to see your personality. They need to see your expertise. They need to hear how you think about things and how your brain works. So I'm like, okay, we're going to start face-to-camera content. took her a minute, you guys, I will say, to really master this, feel comfortable on camera, and feel comfortable being uncomfortable doing something new. Like, I think as business owners, oftentimes when we start a business, whether it's a product or service, we're naturally really good at what we do. And that's why we become business owners, because we've mastered this one thing, but oftentimes people forget that when you become a business owner, until you can afford a marketing and sales department, you are the marketing department, you are the sales department. And like, you have to create your own sales. And so for her, this like new skill almost of like, I'm so good at creating skincare, and I can explain skincare until the cows come home. But if you ask me to sit here and talk about your problems or your goals with your skin, and why my skincare works for that, immediately she got super uncomfortable. So we had a conversation probably two months into us working together, because for the most part, her sales were going up a little bit in the first couple of months, like the first one to two months, not like my normal clients do. And so I'm like, what the hell is the problem, right? Like, what is going on? The strategy I'm giving her is rooted in data. So like, what's the problem here? So I go and I'm looking at all of her content that's been going out as I do every time I review the data. And I'm like, I actually think this is an execution issue. I actually think that this is like the expertise that she has and the comfort with which she explains skincare is not coming off in this content the way that it should. And it's almost deterring her audience because they can feel how uncomfortable she is. And I tell this to my clients all the time. So I'll say it here, sales is as much about strategy as it is a transfer of confidence. So like you could have the best strategy possible, but that's like 85% of what creates the results. The other 15% is consistency with which you execute the right strategy, continuing to refine it. But then it's also your energy and your mindset. And again, the confidence that you sell with. So when I had this conversation with her, I go, okay, we're going to have a conversation that feels slightly uncomfortable. And that's going to be okay. But it's important and crucial, in my opinion, for you to actually see results. So are you open to that? Yes. Okay. Fantastic. And like her and I have had this conversation. So it's okay for obviously us to talk about it here. So I have this conversation with her and I go, I am a little bit concerned because there were two things that were happening. One, I could tell she was uncomfortable on camera and two, every single piece of content that I recommended to her in terms of converting around, hey, we should sell this way that way. So on and so forth, she would kind of push back on a little because she was uncomfortable. She was like, I think that's going to feel too salesy to my audience, blah, blah, blah. And I looked at her when we're having this conversation and I go, you hired me for a reason because I create insane results for my clients. Is that correct? Yes. Do you trust that I can do that for you? Yes. Okay. This is going to feel uncomfortable. But this, this type of marketing that I'm recommending that you do based on your data and your strategy is exactly what needs to happen for you to see results. And you've seen a small increase in sales every single month, the last two months we've been working together. We have four more. I know you are fully capable of seeing insane sales, but we have to incorporate this into your strategy. So what is the thing that's holding you back from being able to do this? Like what is giving like what's making you push back on this almost? And so she explained to me exactly what I thought was happening, right? She's like, I'm worried that this isn't going to work for my audience. I'm worried they're going to think I'm too salesy. I'm worried this that the other. So we talk through all of that. And we talk through exactly where those concerns were coming from, right? We get to the core root of the problem. I help her work through it mindset wise. And we basically got on the same page. And I was like, okay, so for the next four months, can you commit, even though you don't necessarily know in your brain, if this is going to work, you trust me. I know this is going to work. Can you commit to getting uncomfortable for the next four months and seeing what happens? And if in four months, nothing works, which obviously in the back of my head, I was like, die. But like you can look at me and be like, I told you so I told you it wasn't going to work. And you're on your way, right? I need you to trust me for the next four months. And she goes, okay. So she starts to execute the strategy I give her, which I'll talk to you guys about in just a second, obviously. But she starts to execute the strategy I give her. And immediately her sales start to increase. So like I said, she really was struggling to push past. I think it was like 25, 20, 30 K, like right in that bracket of sales when she first came to me. And after those two months, once she started to implement the strategy I gave her, the third month, she went up to 40 K, the fourth month, 50 K, the third month, yeah, well, fifth month technically, right? She created 75 K in sales. And last month, she finished, I believe, right around 90 K in sales, almost 100 K. And that is absolute insanity because even though it's not doubling month over a month, that level of compounded growth over four months, that's it. And all we did was change her strategy. We didn't change how much she was posting. We didn't change anything. I changed the format of her content and what she was saying created that difference in sales for both of her target audiences, wholesalers, which again, we'll talk about in a second and customers. Okay. So please understand you guys, if you are not seeing the results that you're looking for, I want you to look at four things. Do I have the right strategy? Am I consistently executing on the right strategy? Because I laugh with my clients and I joke about this. I call it bright, shiny object syndrome. As entrepreneurs, we get this all the time. It's like, oh, this is exactly what I know works rooted in data and market research for my clients. Oh my god, I heard this thing on a podcast. I want to talk about it right now. And then a month rolls around and you're like, why am I not seeing the sales I normally do? And you're like, oh shit, it's because I'm not talking about the thing that works. I'm talking about the thing that I thought was exciting. But no offense, your audience probably doesn't give a fuck about that. So all that to say, you need the right strategy implemented consistently with the right energy mindset and production plan. So make sure that you have the right strategy to sell. You're executing it consistently and you're executing it with the right level of confidence because sales is just transfer of confidence. Okay. So that's what I would say. If you are struggling to see results, check those boxes. And if any of those is a maybe and not a resounding yes, you got to fix it. Okay. So let's kind of dive into the strategy that I gave her from start to finish so that you guys can really understand not only how I look at this, but then also like how freaking easy it is to develop a strategy that creates results like this. Okay. So let's back up. The first thing I do before we even touch someone's strategy is we do data and market research. This is a non-negotiable. Okay. The fact that there are other quote-unquote marketing experts out there, just like half-assing strategies without actually doing the proper research, market research, data analysis, any of those things is insane. And I need you to know if anyone ever tells you here's your strategy and they did not look at your market research or make you do market research and they didn't look at your data. You are paying them to guess the same way you would for your marketing and sales strategy. Okay. Like I just I just need us to be clear about that beyond the same page about that. Okay. So we do market research and we look at her data first because the biggest thing for her when she came to me and I was asking her and we were kind of going through what was going on with her marketing. I'm like, okay, are you clear on what's going to make your target audience buy from you? No. Are you clear on what makes you different from your competitors and how to communicate that? No. Do you know what your target audience is currently struggling with and what their goals are for their skin and how your product helps with those things? And she she was like, well, kind of, I mean, like I know my experiences and I know like some of the things that stockists have told me or my customers, but that's probably only like four or five things. And even though I know them, I don't know how to turn them into content. Like, okay, so we have a huge lack of clarity in general about your target audience, what their struggles are, what their goals are, how your product is different, which is a huge part of marketing and how it solves their problems and also how they buy psychologically, which is a huge part of creating sales through your marketing. So like in every area, we need clarity and we cannot create a strategy if we don't have clarity, right? Because oftentimes that's where we get into the throwing the spaghetti at the wall situation, testing all this different messaging and eventually you see results, but it takes you like six to nine months to see results. And I just don't have time for that nor does anybody else who's a business owner like we got to make some sales now. So if you want actual sales from your marketing and you don't want to test for like six to nine months, market research and data analysis. I have an entire episode on market research, you guys. So if you hear me talk about this in this episode and you're like, oh my god, Savannah, I want to know more about how to do market research. Please, I beg because I get DMs about this every freaking day. Literally just look up. Savannah, running with wolves market research and the episode will pop up for you. It's like one of the first episodes that I have ever recorded in the entirety of this podcast like two years ago. So make sure you go watch that. Okay, but we did market research. And when you ask market research questions properly, what you are given is the exact problems your audience is facing based on your industry, their goals and not just that, but how they're experiencing them. There is a massive difference between the what they're experiencing and the how they're experiencing it. Okay, the what is like I have dry skin. I have rosacea. I have acne. The how they're experiencing that is I have such bad adult acne as a 32 year old woman that I literally walking into my boardroom to make this massive presentation of which I know I am very worthy of making. I feel like I'm walking through the halls of my high school basically and about to get like bullied for my skin or my dry skin. My skin is so dry, it feels itchy all the time to the point where I literally feel like I can't put anything on my face, any makeup I put on my face immediately separates it cracks. It does blah blah blah blah blah. Those are the same things. They're the same problem, but instead of talking about what's happening? I'm talking about how it's happening. The reason this is so important is a sales psychology tactic called identity, which basically is something where your brain recognizes yourself in other people's messaging, marketing, anything they're talking about. And it immediately creates this perception of trust because it's like, oh, in your brain, it's like, well, they're talking about exactly what I'm struggling with. Therefore, they must understand that deeply. Therefore, their product or service must solve my problem that much better because of how much they understand me. So it's really important that any time you do problem awareness content, talking about someone's goals, don't just talk about what they're experiencing, talk about how they're experiencing it because it's going to get them to trust you and engage so much better. Okay, so you're left with that in market research. Then we have what would potentially hold them back from purchasing your product or service. So if you've ever been scratching your head and are like, oh, my God, I have such fantastic website traffic. Everyone in their mother wants my product or I have all these different inquiries coming in. But why the fuck are they not buying? Right? Why is it that they're so interested? But something's clearly holding them back. Guess what tells you the answer to that market research? Okay. So when you ask the right questions, they will literally tell you what will hold them back from purchasing your product or investing in your service. And guess what we immediately do with that information, put it into our marketing. Okay. And then the last question that you ask is about buyer types. Okay. So this is going to give you clarity on how your audience buys. There are four psychological archetypes. We call them buyer types for how people purchase. Okay. This is stuff that's been around for fucking decades, you guys. This is not rocket science. I'm not making this shit up. You can do your own research on this. Okay. People will purchase logically. They will purchase impulsively. They will purchase emotionally or they will purchase based on ROI. Okay. So assertive buyers. I've done another podcast episode around this as well. So if you guys ever want to learn more about this, it's like literally an hour long podcast episode. And I compare the different buyer types to sex in the city characters because I fucking love that show. So same thing. If you want to watch it, Savannah, running with wolves, buyer types, that's all you got to search up podcast episode is going to come up for you. So those four things are representative of all of the different buying types. And then once you ask that question of like, what would you take most into consideration when you're making a purchase or an investment like this, depending on if you have a product or service, you prompt them with answers that represent each of the different buying types and you'll notice patterns based on how your audience responds or the people you've done this market research with responds, oftentimes what you'll see is that most of those people select only the same one or two different buying types. And so then you already know, okay, my audience is very emotional and impulsive with how they purchase or maybe they're very impulsive and analytical or maybe they're very impulsive and assertive or any myriad of mixtures of those different buying types. Okay, but at the end of the day, once you do that, you'll literally know what your audience takes into consideration when making a purchase or investment so you can sell your product or service through that lens and it'll immediately click for them. Okay, so that's what we started with. And then I looked at her data because since she had a pretty massive lack of clarity around all of these different things. And because her marketing in each area was kind of lacking, she didn't have a ton of historical data for us to go off of to be like, okay, here's what makes our audience buy or okay, this piece of content created a ton of sales or reach or engagement. So we kind of had to craft her strategy off of a mixture of the two, a mixture of data because she had some content like I said that created good reach and engagement, but not a lot. So we married the content from her market research with the content based on what was doing well with her data. And I created a strategy based on that. Okay, that is what she started to execute on. Then the next process or step in the process is to refine your strategy through data. So we put out probably a couple weeks worth of content. And then I asked her every week, send me your data of what did well, what fell flat, etc. And also how your audience is moving. So the other thing was I couldn't see her inquiries for stalkists or wholesalers. So she kind of had to let me know about that. But within the first month, immediately, as we started to incorporate this and she was actually executing more leads started to come in for wholesalers, which again, is huge because and that's the other thing is most of her marketing was designed for like customers, regular consumers, not wholesalers, not skin clinic owners, any of those things. It was primarily towards her customers like one off consumers. And the crazy part is that wholesalers because they purchased in bulk, the average order value of a wholesaler was probably five times, if not way more, what her average consumers order was. So if she wanted to massively increase her revenue, the easiest way to do that was yes to uptick how many sales were coming from just like one off consumers, but also how many wholesal orders were coming in because they were purchasing more all at once, which meant it was just one sale, but her sales went up massively, right? So at the time that we start to execute this strategy, both at the same time, her customer sales and her wholesale, wholesaler sales, I guess, started to increase. She starts getting way more leads from wholesalers. And on top of that, because the other issue she was having is she's like, I don't have a lot of social proof verbally. People will tell me how much they freaking love my products, but no one sends me before and after photos. I really struggle for wholesalers to get me social proof and I don't know why. And that is a really big part of your marketing is because you can talk about how fantastic your product is until the cows come home, but until someone hears it from someone who's actually experienced your product or service, they're still going to be a little bit of a question of like, are you making the shit up basically, right? Like is this just really good marketing? But if they see other people using your product, investing in your service, seeing fantastic results that they want, who also started where like they started, oftentimes it creates more trust, which then creates more sales. So that was another difficult part. But as more wholesalers started to come in, we also started to implement a new system to get social proof on both sides. So she started to get more social proof. We executed that in the strategy. And when we looked at the data, it was really clear what was continuing to work for her audience. So what was working really well for her audience, what would consistently get good reach is her talking about their specific skin conditions and why using medical grade skincare or skincare with like really active ingredients. Because remember, she's an organic skincare brand. That was getting the best reach of like why using those products for their current skin conditions was actually making their skin worse. And like ingredients, they should be watching out for why organic skincare is actually the direction that skincare is going in in general. And then from there, the warming content that did the best was educating around actual ingredients. Okay. So most people will write off organic skincare brands because they think that the ingredients are not going to be strong enough or effective enough to give them the results that they're looking for, which means purchasing a product that isn't going to create the results you're looking for is like a dumb waste of your money essentially. That's in their mind how they were thinking about it. So we started to educate on these different ingredients that were within her organic skincare and comparing the results of medical grade skincare, chemicals on the skincare, etc. to these organic skincare brands to show the efficacy of it and how it was actually better because it wasn't stripping your skin barrier, all this different stuff, right? So we start to show her expertise and why she developed the skincare brand the way that she did. Okay. Then on top of that, we started to show more founder forward content of her own story because this entire skincare brand came out of her own experience of I have skin that is activated not in a good way by medical grade skincare, active ingredients, etc. I need something that's effective, but I also need something that's not going to freak my skin out. I can't find something like that on the market. Well, I'm going to create it on my own. So we brought people along this journey of here's where this brand started. Here's why I created it. I am exactly like you guys, her audience, right? I was experiencing the same thing, which is why I created this product line. And then we walked into that was like just some of the warming stuff, but then we walked into the converting stuff. So that's where the social proof comes in. That's where the solution selling comes in. And this is where the different demographics come in as well because most people will be like, Savannah, how do I sell to two different target audiences nine times out of 10 when you have different target audiences, unless they are wildly separate. Okay. Most times those target audiences will have similar, I think of it like a bend diagram, right? In the middle, they will probably have similar problems and goals that your other target audience has. They might just be experiencing them slightly differently, right? So for me, for example, when I have multiple different target audiences, I have my consulting target audience, which is literally seven to 10 figure brands. I have my accelerator target audience, which is split into two. They're making either 50k per month in sales, minimum, or 15k per month in sales. And how is it that I can market to all these different demographics with one strategy or like one, maybe two accounts? And it's because my consulting target audience just wants their marketing to make them more sales. Guess what? So does my accelerator target audience? However, the stage of business life, how they're experiencing the how, not the what is slightly different. So all you have to do is talk about the same problem, but just the different ways they're experiencing it. So the way we did that for her was, okay, so you have a really dry scan. We'll go back to that example or you have really, really bad adult acne, right? We'll go back to that example. Her consumers, I already mentioned how they would be experiencing that. Her wholesalers, their customers are experiencing that. So like, do you know that this is how your customers are feeling and she would literally say in her marketing, so whether you are just like a regular consumer or whether you are somebody who is a wholesaler who has customers, they are also dealing with this. And then we would walk through and talk about how her product solved those things. So it's really not difficult. And you can do that in one piece of marketing, you can speak to both audiences. All you have to say is how they're both experiencing that, whether it's this or this, this still solves your problem. So we started to do that really consistently. And like I said, increase immediately started going up from wholesalers, website traffic was massively increasing for consumers. Sales started to increase. And every single month, the way we got it to compound is because every single month, we identified more and more of what was creating those sales. So that first month, she actually started executing immediately, we saw sales, but that second month, we're executing, we're looking back on that first month of marketing of like, Oh, this did sales, this made sales, this made sales, this did well for reach, this did well for engagement. And then guess what our new strategy was comprised of all of those pieces of content, all of those topics. And then we did the same process again for the next month. Cool. What did better this time? So then every single piece of content that goes out is a heavy hitter, right? It goes viral. It creates engagement. It creates sales. And because of that, oftentimes what I see from most business owners is that like every other piece of marketing that goes out creates great results for them. But because they're not able to look at their data and see what's actually working, their results plateau, because they know what creates sales, but they don't know how to how to define that, I guess. And so then like every other piece of content that goes out doesn't create sales for them. But if every single piece of content is going viral, creating a ton of engagement and a ton of sales, what do you think is going to happen? Your sales are going to consistently go up, right? So the art of the refinement is what creates the compounding results here. Okay. And the only reason I want to point out that this actually worked is because she trusted the process. I recently have been having a lot of conversations with people, honestly, who have been burned by other marketing and sales experts, agencies, etc. I don't care who they are, but they've been burned. And they've tried different strategies. They have not worked. And so then it's like, okay, do I keep trusting? Do I not? Do I stick to my guns? Right? So I understand it can be really, really difficult to trust the process when you've been burned. And that's why it's so important to also find the right experts to listen to. Because if you don't trust the process when you're executing a new strategy, even though it can feel really uncomfortable, you're basically sabotaging yourself of these results. Like if she had gone all six months fighting me on like, that doesn't feel right for my audience. I'm scared they're going to think I'm salesy, so on and so forth. She never would have seen these results ever. You guys, she would have stood in her own way. But she finally started seeing results after she was like, okay, I'm going to get comfortable being uncomfortable. So if there's anything you take away from this episode, it's two things. Get uncomfortable being uncomfortable. Number one, that is in my opinion, the key to success as a business owner in any area. Like literally being a business owner is just being comfortable being uncomfortable. If we're being honest here. And number two is the compounding results only come if you know how to analyze your data, see what's working and what's not, and refine your strategy as you go. Your strategy should evolve literally every single month. Does that mean it's completely new strategy and you reinvent the wheel? No. But it should be an evolution. It should be here's what worked well last month. Here's what didn't. Here's what we're seeing in our audience. Therefore, here's what we're going to do this month. And if you are someone who is either doing your own marketing or you are hiring someone to do your marketing, whether it's done for you, a consultant, a coach, I do not care. I need you to ask that person, how are you determining our strategy moving forward? What data are you looking at? How are you refining our strategy? How are you looking at it? And if they're not even proactively bringing that to you, that's a red flag for me already, right? Then in there, like my marketing and sales team is the most communicative part of my business because it's ever evolving. So make sure anytime you're also hiring for a role like this, that the person you hire, their perspective with marketing is to create sales because that strategy is going to be wildly different than an agency or a social media manager or a coach who is trying to quote unquote help you with your marketing. And it's just going viral, creating an aesthetic feed, et cetera. You would be shocked what I see when people are like, oh, we have someone doing our marketing for us. And it's just like a pretty grid that has like weird ass captions. Like I literally just had a conversation with one of my clients the other day to be like, hey, so like this is not going to do anything for you that you're like social media manager created for you. Like we got to scrap this and try something different because it's not designed to create sales. So anytime you are going to hire or you're doing your own marketing, please rule of thumb is it should be ever evolving every single month. So hopefully this was a helpful episode for you guys to understand not only this process, but also what can stand in the way of you seeing results. And if you guys have any questions about strategy, market research, buying types, any of those things, please send me a DM on Instagram. You guys always talk to me about this. I love answering questions for you. If you had a moment in this episode that really stood out, I want to hear that too. Like your guys is revelations you're having listening to this episode. I just got a comment on TikTok saying she listens to this all the time. And she just signed a 10k client from one email she sent because she listened to my podcast episode you guys. So like I need you to understand this strategy works if you work it. So if you have questions message me also I've been getting a ton of people asking to be on the podcast. So if you are somebody who wants to be on the podcast, if you are a 7, 8, 9, 10 figure brand, your CEO, your marketing director, anything wants to be on the podcast, make sure you message me on Instagram as well. And I hope you guys have a fantastic rest of your day. And I'll see you in the next episode. Bye guys.