Building a 7-Figure Emergency Preparedness Company Without Scare Tactics — Podcasts

Building a 7-Figure Emergency Preparedness Company Without Scare Tactics — Podcasts

Zach Miller and Skyler Hallgren never thought about emergency preparedness until they had a shared experience with a minor earthquake. The duo decided to launch Redfora to normalize preparedness and make kits easily available for consumers. A partnership with Charles Mullenger of Ethos Preparedness allowed the business to reach new consumers. In this episode of Shopify Masters, the trio shares their digital strategies and how partnership helps to scale their business.

For the full transcript of this episode, click here.

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Show Notes

Merging with a like-minded company to expand your vision

Felix: Your company is interesting, It actually exists due to a partnership between two separate entities. Can you tell us more about this? 

Charles: Skyler, Zach, and I ended up partnering together in early 2020. Our business now is under the umbrella of Ethos Preparedness, but Redfora, which Skyler and Zach started in 2016, is a leading online marketplace for emergency kits and supplies. When the three of us first met in the end of 2019, we sat down with whiteboards and strategized the emergency preparedness industry. We really liked what our separate companies were doing, and we decided to partner together and build the Ethos Preparedness umbrella.

Felix: Where did the idea behind the partnership come from? Why did you feel like together, you could go further? 

Charles: I was leading a business in emergency preparedness focused on moving nonambulatory patients in hospitals, as well as organizational preparedness. I really liked what Zach and Skyler were doing on the personal preparedness front. Their direct-to-consumer brand took a very practical manner in approaching the way that they were selling and inspiring people to get prepared. We decided that we could bring our forces together, merge our teams, and provide more. Not only for organizations, but also for individuals and families, and just looked to grow together in this space.

Felix: Once you did partner, what were some of the things that you were able to do under this new umbrella that let you go further?

Charles: The biggest thing was bringing a lot of smart people to the table. Their experience in the direct-to-consumer space mixed with our experience in organizational preparedness really allows us to provide more, brainstorm more, and bring more products and services to the market.

Our vision is to be the main brand and what people think of when they think of emergency preparedness. Our partnership and bringing our two businesses together has allowed us to bring some really smart people to the table who have a background in preparedness, sales and entrepreneurship. With that, we’ve really hit the ground running over the last year and built a new Ethos Preparedness website. We’ve made some new hires, and we’re growing the brand together.

Zach: Skyler and I were entrepreneurs when we started our journey, and we love the creative side of things. We love building new things, we love communicating with our audience and really thinking on the creative side. As Redfora the standalone business started to grow, the administrative side and the complexity of that business continued to grow as well. Combining entities and creating Ethos Preparedness allowed us to leverage some of the strengths and skillsets of the organization that Charles had put together. That then allowed a lot more bandwidth for Skyler, I, and our team of creative entrepreneurs, to continue to grow that side of the business. That was another thing that helped us continue to level up. Instead of creating another set of redundant administrative positions in our organization, we were able to leverage the organization that Charles had already worked to build on his side.

A Redfora earthquake bag is laid out with its contents of purified water, matches, googles, flashlight and gloves.
By partnering with Ethos Preparedness allowed Redfora to scale and expand on their business. Redfora

Felix: What did this transition look like for you guys and the business? 

Zach: It’s gone very well. We’ve been able to find the strengths of each side of the organization and leverage those. There’s a lot of things that the Redfora team has brought to the table that now Ethos is able to leverage. There’s also a lot of things on the organizational, operational sides that the Ethos team has brought to the table to make a stronger organization that’s going to set us up for success in the future.

Felix: Do you have any tips or advice for others trying to navigate a similar partnership? What are the main things to address from the outset?

Charles: Have a really firm focus on what the vision of the combined entities is. The vision that we have is to become the leading brand in emergency preparedness. All three of us completely agreed with that, and we’ve been developing a strategy and a vision over the last eight, nine months of working together. It’s put us into a really unique place to do great things in 2021.

Felix: Where did the idea for the initial Redfora product come from, the earthquake bag? 

Skyler: It came from being a potential consumer ourselves. It wasn’t something that I personally had thought a lot about, emergency preparedness. I’m probably the last person to naturally think about it. That changed, just like it does for most of our customers, when you have an emotional experience or hear a story about dealing with an emergency or natural disaster that you can relate to. It really hits home for you.

For me, it was something minor, just feeling a moderately sized earthquake, something that was large enough to feel, but not large enough to do any damage. It really just sparked a conversation among us and our friends around, “That was really wild, right? That was a crazy experience. What would you do had that been a much bigger emergency? Do you have anything prepared? I don’t have anything prepared. I don’t even know what I would have prepared.” 

It came out of that conversation, realizing that we had no idea what we would do in an actual emergency. The further we went into it, we realized there was a lot of information out there, but it’s pretty overwhelming. It was overwhelming to think about what I would do in a scenario that I really hope never happens, but there’s a good chance that it could. 

An emergency kit is the keystone element of having an emergency plan in place, the first place that you start. I really just wanted to buy one, because I didn’t want to do the work to make it myself. Looking at what was out there, it seemed like there were two types of products available. There were either very cheap and chintzy emergency kits that were one-size-fits-all. Being a casual hiker and camper, I didn’t have a lot of confidence in them from a quality standpoint. Or there were really intense doomsday-prepper emergency kit solutions, and that didn’t really strike me as a good fit either.

We realized, “Hey, there’s a real opportunity for smart, thoughtful, well-designed emergency kit options that are customizable in the marketplace.” When you zoom out a second and think about society at large, being a resilient society is important, we’ve learned a lot about that in 2020, but it really requires individuals that have a plan in place. We realized that it was truly just too big of a project for normal people to get done. If we could make that easier for people, if we could make that more approachable, and if we could message it in a way that felt a little bit more normal, we felt strongly that a lot more people would take those basic steps. That’s how we got into customizing emergency kits. 

How to inform your customers without overwhelming them

Felix: You mentioned that the options were overwhelming. How does that inform your position as a new brand in a marketplace with a lot of overwhelming information? How are you making it easier for customers?

Skyler: It’s hard work. It’s much easier to present a booklet of information that you pull from a bunch of places. It’s much more work to boil that down into something that someone can digest in 30 seconds or a minute. At the end of the day, we’re all aspiring e-commerce professionals. We know our job is to appeal to people that have a very short attention span.

 It took time to hone that story, to hone that message, to polish the message that we wanted to put in front of people, but as we did that work, we realized that it was something that people were interested in engaging with. People did want to solve that problem. People did want to have a plan in place, but they needed someone to provide what they needed to do and how to do it in a way that didn’t take a lot of their time and didn’t build their anxiety. In our specific niche, being accessible and being quickly digestible has been one of the major keys to our success in terms of being able to drive revenue and build the company that we wanted to build.

A Redfora earthquake preparedness backpack is backdropped by an end table and plant.
Emergency preparedness education and resources is a key part of Redfora’s business strategy. Redfora

Felix: How did you go about determining what information and education was important for your consumers to know, and what was unnecessary overload? 

Skyler: It’s a combination of two things. It’s taking that project of figuring out what we want to communicate and pushing it through two different lenses and finding the right answer in between. On one side, we are always going to turn to the experts, to true emergency preparedness experts who have devoted their entire lives. There’re a lot of really smart people putting together policy at a high level regarding emergency preparedness as a society, as a country, as a community. We lean really heavily on those experts for what they recommend and suggest will create a truly resilient society across everything.

It’s our job to take that information, which can be dry sometimes, and view it through the lens of how will people actually respond to it? What can actually capture people’s attention and hold it long enough for them to take a very important topic seriously and give it their attention? That is always an iterative process around putting that information in front of people as often as you can and testing that and seeing what actually resonates with people. There’s no shortcut around that, around really doing that testing.

Getting started was a slow process of finding and nurturing our customers one by one, and really getting feedback on an individual level so that we could find out what was resonating with people. And for folks that are just getting started, they know that process well. Other businesses are likely in the middle of that process of testing messaging,putting messaging in front of folks, and figuring out what is able to capture their attention. That process continues to grow. The larger your business grows, the more tools you have to access, the more data you have to access around fine-tuning that message, but it’s a process that never ends. Every month we’re trying to figure out, “Hey, how can we do a better job of messaging this in a way that will allow people to take it seriously and really appeal directly with our mission?”

“For our business and our type of product, combining true information and valuable content was a smart business strategy, and it’s also a responsible stance to take as a company that wants to sell a product.”

Felix: What are the best tactics you’ve found for communicating this information to your customers? What’s the most effective way of educating them? 

Skyler: We are very committed to combining products with knowledge and information. For our business and our type of product, combining true information and valuable content was a smart business strategy, and it’s also a responsible stance to take as a company that wants to sell a product. 

For us, that has taken two main forms. On one side, it’s deeper content. For us, that’s been a series of Redfora guides that are around keystone concepts regarding emergency preparedness. Our guide to creating an emergency plan for your family, our guide to building your own emergency kit. Really committing to giving people the information that they need to put an emergency plan in place, whether they become one of our customers or not. Having that strong content strategy ends up converting a lot of those folks into customers at some part of the funnel. That’s certainly been a core element. We’ve wanted to provide deeper content that’s interactive, easy-to-understand, and solves a keystone problem.

The other section of content that we provide is very snackable, quick to digest and quick to understand. How can we give somebody value to increase their level of personal preparedness if they only have 30 seconds, a minute, or three minutes to give us? Really focusing on how we can add value in the most efficient way possible has been crucial for our e-commerce strategy. That’s a philosophy that goes directly to how we handle our e-commerce business tactically, but it’s also philosophically really important about our entire company.

Charles: At the end of the day, we’re selling peace of mind. We’re providing a lot of knowledge to back the tools that we sell and generate revenue off of, but at the end of the day, getting a family prepared, having someone know that they have what they need in their own house to face any of the challenges based on what geography they live in. Peace of mind is something we speak about a lot, because at the end of the day, that is what we are selling.

“It can be a difficult process, but find a way to quantify what your customers are telling you about their needs, their desires, and what they value.”

Felix: How do you ensure as a business that you’re upholding this principle of selling peace of mind to the customer, rather than just a product? 

Skyler: The key to that is being very, very intentional about that from the beginning of your business and your process. You want to find ways to make sure that that’s front and center for you and your whole team as you’re putting out content or ads or you’re building out your site. Make sure that’s your guiding star, a north star for your design process and your messaging process.

For us, that meant doing a deep dive into our initial reviews and customer interactions and doing a study of what they were referencing most often, what was most important to them. We tried to take something that is incredibly qualitative around how somebody feels about a purchasing process and turn that into something that’s quantitative that we could actually make smart decisions off of. It can be a difficult process, but find a way to quantify what your customers are telling you about their needs, their desires, and what they value.

We did that study early on, and we were very focused on creating customer personas based on the words that came out of our customers’ mouth, not what we hoped they felt about our product. We then took that data and made sure that it was at the forefront of every decision we made moving forward.

Gather data early to avoid assuming your customers needs

Felix: How did you gather this data? Did you evaluate reviews only from customers or did you interview prospective customers as well? 

Skyler: It’s an evolution. It’s something that we’re constantly thinking about and working on. There were two major phases to that that were really important in creating our approach. The first phase of that was the very beginning of the business. We started with Zach and I working on this as a side hustle. We both had full-time, pretty demanding Silicon Valley jobs, and we were working on this project Wednesday nights and Sundays. That was our cadence. That meant very limited tests in the beginning. We were selling just where we lived, which is San Francisco. When people would order, we were not only making their emergency kits by hand, we were also delivering by hand, too. We would show up, and we had questions. We wanted to A, let them know that we were really thankful for their order, but B, we were incredibly curious about, “Why did you order? What were the considerations that you were looking at? Was it something that you’d been thinking about a lot, or made you think about it and sparked that action?”

Every business is different. For some that’s possible to do, for others, it’s not. Whatever your version of that is, I really encourage entrepreneurs to find that. There’s no shortcut to just straight-up talking to your customers about their needs and about what they’re looking for, and being curious and asking questions. For our first 50 orders, we did that exact process. For as many as possible, we were dropping it off when they were there so we could have that conversation with them. It was really anecdotal, and that’s the rule of ecommerce and digital marketing. In the beginning, you’ve got to take educated guesses based on small amounts of data. As you continue and get traction, you have more and more data and can make better choices. But even having a handful of conversations where you’re just curious about the drivers of your customers can crack open some major insights regarding what they’re looking for, and can really inform your messaging and your approach.

The second phase of that was, after we had been in business for a year, we did gather a statistically significant amount of feedback if you combined our reviews, communications, and comments. We had to pull that information from a lot of different places and find ways to mush that together into something that we could really study. But about a year in, we had that data that we could pull from and then level-up our assumptions that we were making.

“It was really anecdotal, and that’s the rule of ecommerce and digital marketing. In the beginning, you’ve got to take educated guesses based on small amounts of data.”

Felix: Were there any assumptions that surprised you after evaluating all that data? 

Skyler: Yeah. Two things that come to mind. This is probably a common mistake that a lot of entrepreneurs make, because we are trying to approach our business in a logical fashion and put together a business that functions logically. But it’s easy to make the mistake that your customers operate based on pure logic. We realized what people were really looking for was peace of mind versus looking for the best hand-crank flashlight, radio, phone charger, or whatever that supply might be. It was an emotional journey that we were tapping into for people. If we could establish trust, they wanted to trust us to tell them what to buy, as long as we were willing to do the hard work upfront to gain their trust there. That was one element. 

The other surprising thing was that a lot of our product ideas have come directly from customers, and have been things that, honestly, we would’ve never thought of. My life is a certain way, I live in a certain place, my family looks like this, I live in this type of house, and we all have those different angles. Being open to listening to our customers cracked open a lot of product ideas that we would’ve never thought of or come across, and we were really grateful that we had customers that were willing to raise their hand and say, “Hey, have you thought about this?”

Zach: To add to that, we use Shopify to figure that out from a tactical standpoint. It’s relatively easy. There’s multiple live chat plugins that you can get for Shopify. We’ve been using Chatra for a little while now. Don’t just have a robot, if possible, have a live person fielding those chats. For the longest time, the first year or two of the business, all those chats went straight to our cell phones if we weren’t able to grab it on our computer. We would try to engage with the actual customer as much as possible, and if appropriate, we would ask them, “Oh, great. How did you hear about us? Why’d you decide to get this done?” It’s after helping them with their question, concern, whatever it was.

Those live chats that we had in the first year or two that we personally took on really helped formulate our understanding of the customers’ pain points. Today, everyone is doing social media advertising, and I would take the same approach. Engage with every single ad and every single comment that you have out there, especially early on. Not that you can’t do it later, but that’s where you’re going to get those little nuggets of wisdom and feedback at scale. It’s not even necessarily from the customer, but from the prospective customer, or the person that you thought was going to be your customer but ended up not. They might leave that comment or might chat with you.

We made sure we had a phone number on our site from the very beginning as well, so that they could call in and have a real conversation. We learned so much from those handful of conversations with people that just literally walked us through exactly what they were thinking and how we could help them. We’ve formulated a lot of our business and strategy around that.

I know some people will be like, “Oh, I want to automate it, I want to send it to an FAQ. Or I’ll send it to a phone tree, or I’ll even outsource the phone.” I would say lean into it, because that’s where you’re going to learn the most about your business early on, so you’re not going to continue to make a mistake over and over without the proper feedback loops. Lean into it and do it early on, because you’re going to make a lot smarter decisions. With Shopify, there’s a lot of really easy ways to do it as well.

A Redfora backpack with emergency supplies on a coat hanger.
Incorporating data collecting and evolving the process helps Redfora to have a better understanding of its customers. Redfora

Felix: This is important because sometimes entrepreneurs can assume they know more about their customers needs than the customers do. When you first started did you have to learn to be flexible when it came to interpreting data? 

Skyler: Zach and I have had different instincts and found a middle ground that has actually served us really well. You can’t really have either of those approaches in any black-and-white fashion.At the end of the day,, as an entrepreneur, you do serve your customer. That is your greatest responsibility, and it’s where you are fitting into society. All of us add value to our community in some sort of way, and if you’re an entrepreneur, your choice is to add value to the rest of humanity by trying to come up with clever solutions to problems that people actually have.

From that perspective, there’s no getting away from following the needs of your customer. But at the same time, there’s a way to think about it that’s slightly different, more toward that Steve Jobs direction, where people don’t always know what they want. That is very true. You’ve decided to go deep down a rabbit hole on one topic, so you should be the expert in terms of what’s possible and how to curate that for people. If people knew exactly how to do that, they wouldn’t necessarily want to pay you to solve those problems.

I think about it as an in-between space where we are the advocate, we are the representative, almost like an attorney. You don’t want an attorney that’s going to do exactly what you tell them to do all the time, because you hope that they have more perspective on what’s possible and what’s important. However you do want to make sure that your attorney understands exactly where you’re coming from, what your needs are, what your perspective is, and the problems that you’re looking to solve. I see our responsibility as seeking to understand 100% where our customer’s coming from, taking some of the granular feedback with a little bit of a grain of salt, because we can take those things and say, “Hey, at the core of it, people are looking for A, B, and C, and that’s the most important.” It’s our job to structure the best possible way to deliver that, which very might well be in a way that they would’ve never imagined.

Felix: After creating the Ethos Preparedness umbrella and joining, what does your process look like for developing and releasing new products? 

Zach: We’re constantly looking at our customers, how we can serve them better, and what are the challenges that they face. Sometimes that’ll come to us from people saying, “Hey, have you guys ever thought about this? I wish your kit had this feature or that feature.” But oftentimes it also comes from looking at the gaps in the marketplace, or looking at ways to expand our footprint outside of our current core customer and the current core products. A lot of the iterations that we get on our current products do come from feedback and ways that we can enhance things. Then we’re also looking at ways to expand, and problems that maybe we didn’t solve initially, but we have the unique position to be able to solve them.

When we first got started a lot of it was about earthquakes, because we were in San Francisco. Over the years, we’ve started to expand well beyond that. Now we sell coast to coast. People are thinking about hurricanes, house fires or wildfires, or they’re just thinking about general home safety. We’ve begun to expand and offer complementary solutions using our knowledge, skills, expertise, and resources. It’s about looking at not just what the customer is asking for, but also looking at where we can leverage our skill sets to fill other gaps in the marketplace.

Prioritizing the lifetime value of your customers

Felix: Have you been able to also capture a market that haven’t had those personal experiences that made them feel this need? How have you done so without fear-mongering or scare tactics? 

Zach: Yeah, it’s easy, if you’re in the middle of a rainstorm, to sell someone an umbrella. That’s easy. Anyone can do that. What’s interesting about the emergency preparedness industry is that it does go through cycles. When Hurricane Harvey happened, that was the only thing that was on all the major news stations for a month. There were pretty horrific things that happened there, a lot of communities that were greatly impacted by it, and emergency preparedness was a very hot topic at that time. We also saw the same thing at the beginning of COVID-19 and the current pandemic, where everyone was thinking about masks and things like that. Those are the areas where a lot of people will jump into the market or will start to offer solutions in the marketplace.

We do see our sales go up during those times, but when we started our business, we knew we didn’t want to be fear-mongering. You can scare people, and that’s a really easy shortcut that you can take. You’ll get sales by doing that, but that’s a very short-sighted way of growing a business. When we started looking at it, we saw a lot of people in the preparedness or survival space that were doing that, and we very intentionally wanted to avoid anything that would look like that. We had a 10-year vision of what this company could look like, and we wanted to be taking the average person, no matter where they live, and present them with education and content to become aware of the potential risks in their area. We wanted to do it from a very practical standpoint, not fear-mongering.

However, if you live in California, you should be aware of the risks that you have with an earthquake. That just scientifically may happen. It could happen tomorrow, it could happen in 20 years, but regardless, you have to have a basic game plan in place. If you live along the Gulf Coast, making sure that you have the basics in place for hurricane preparedness. If you live in the Midwest, there’s tornadoes, there’s all these different things.

If you’re taking the right approach, you can get the average person that doesn’t typically think about emergency food storage for five months or building a bunker in their backyard. These are just normal parents and people that are out there, and you can get them to think about it when they wouldn’t have before. It’s our job to get them to say, “Okay, maybe now’s the time for us to take a few steps in that direction.” And if you nurture them the right way, it doesn’t have to be, “Hey, buy a bag right away.” It might be, “Hey, here’s a quick checklist, and this is going to help you on getting the journey started.” When the time is right, you can get that customer to turn into an actual paying customer at some point.

We decided to take this practical preparedness approach and not a doomsday approach, because people that normally wouldn’t have gotten into this space or thought about preparedness have now been getting into it. It’s been very approachable. That peace of mind that we’re offering has resonated with a lot of people from coast to coast. We definitely do see upticks when there are things that are directly impacting people, but our mission has been that we don’t want to have to bank on that to happen for our business. How do we engage with people 365 days out of the year, not just when it’s on the front page of every news outlet?

Felix: I imagine that these natural disasters can also bring in competitors flooding the market. How do you make sure you stand out in that kind of environment? 

Zach: One of the big things around that is really having the long-term approach. Knowing that when people come into this space, they’re like, “Oh, this is a goldmine,” because everyone’s thinking about it. But those times come and go over a short period of time, and if you’re not planning for the long term, people aren’t going to be there down the road. That’s one part of it.

The other part concerns that investment that we make in the customer experience, the reputation that you are building, and making the right partnerships. Those are the things that are going to give you longevity. Every review that comes into our website, we respond back to. We try to build that customer relationship so that if you have one interaction with us, it’s not going to be your last interaction with us.

Hopefully, you buy an emergency kit and you don’t actually have an emergency where you have to use it and buy another one. Hopefully, we can give you an awesome customer experience, and you’re now going to look to us as your provider for anything emergency-related. The folks who are trying to get the fly-by-night, one-mask sale during a pandemic, aren’t going to have the benefit of the lifetime value of a customer.

We look at every customer as a lifelong customer, not just a one-time transaction. That’s why our reputation, our reviews, and the investment that we make in customer service is so important. We know that one customer is going to turn into another customer, or they’re going to tell a friend, or they’re going to buy it for a gift for someone else. That’s been a big differentiator for us, versus anyone who’s just coming into the industry and trying to make a quick buck.

Felix: What are some key lessons you’ve learned as you’ve scaled as a business and been able to hire more and more?

Zach: Skyler and I started this business as a side hustle from our day-to-day jobs, because we’re really passionate about entrepreneurship but we both had full-time jobs at the time. We did everything on our own. To get started, we worked on Wednesday nights and Sunday afternoons. That was our only dedicated time to work on the business. When we were in that phase, we were delivering products ourselves and building our first Shopify site.

Very quickly, as demand came in, we realized, “What are our core competencies? What are we actually really good at? What is a really important part of the business, but maybe is not our core competency?” The first hire that we brought in was our customer success manager, and their job was interacting with every single customer that came in, making sure that our orders were getting fulfilled, making sure everything was going smoothly.

As we continued to scale the business, we ran into a few times where Skyler and I became bottlenecks. Either we weren’t true experts in it, or we just didn’t have enough time in the day. We were very scrappy in the beginning and worked long hours and all that. We realized it was more impactful to either outsource certain things, whether that was graphic design, email content, or customer service. When it was no longer a great move to continue to outsource it, and it was strategically important, we would bring those people in-house.

That was our evolution. Charles has built a larger organization now with everything, so that is a process that continues to evolve. That’s been our philosophy getting it up to the first five years of the business.

“As we look at the future of this business and what we really want to accomplish in achieving our mission and goals, having the right people in the right seats is huge.”

Charles: Zach, you said that really well. What I loved about what they had built was their ability to stay lean and stay very focused on their mission. That really meshed well with what we were doing on our side of the business and upon the merger as well.

As we look at the future of this business and what we really want to accomplish in achieving our mission and goals, having the right people in the right seats is huge. We’re always identifying some of those bottlenecks that Zach and Skyler saw at the beginning, and we fill those with outsourced partners where necessary, whether it’s graphic design or content creation. Anything that’s going to allow us to keep focusing on our mission, we do look for potential outsourcing. When it becomes something that’s a daily need, then we look at that as a full-time hire.

Maintaining core values as you scale your company

Felix: As a business that’s just starting out, how do you become self-aware enough to identify those areas that are lacking in-house and build a strategy to address them?

Skyler: Part of it is that we were lucky to have two founders, which is a lot easier than starting something on your own in some ways, and then harder in a lot of other ways, too. For us, that was really valuable, because we had worked together before, we had a relationship and some trust with one another, and could be honest about each others’ skill sets, which can be tricky and difficult to do. Being able to do that and do that well was really important for us really early on. We’d had some shared experiences where we really understood the value of feedback and were willing to accept it. Not only to accept it, but to really seek it out, and be proactive about seeking feedback from each other to make sure that we were leading with our best stuff.

Just have that attitude of, “my goal isn’t to be right. It’s to get it right, however that happens.” Whether you’re in a situation like us, where there’s two founders that have a relationship before that, had worked on projects before. Or even if you’re in a silo, but you’ve worked with people in the past, you’re working with people currently, or you’re working with freelancers. Whatever it is, the key is just being proactive about asking for feedback regularly and consistently and keeping an open mind about that.

A Redfora earthquake bag rests against a bed.
Constantly seeking feedback and being open to accepting suggestions keeps the Redfora team focused on core values while scaling. Redfora

Zach: Ego’s the one thing that’s probably going to slow you down more than anything else. You’re an entrepreneur who wants to be the guy that’s busy 24/7, or is taking on every aspect of the business. There’s just no way. That mentality is not going to get you that far, so you need to be able to rely on other people and realize that you’re not going to be the smartest guy on every single topic.

Know your area that you’re going to be like, “Hey, this is me, I got this,” and those other areas that, “Yeah, I’m not going to be a good bookkeeper, and I need to outsource that. Or I’m not going to write the best ad copy or pretend to know what I’m doing on Photoshop to create the best ad creative.” There’s other people out there that are going to do a better job. I can provide insight to that and give my opinion on it, but you’re only going to go so far alone. You have to be responsible with how much money your company’s bringing in and you have to do it appropriately, so start lean. But you’re only going to go so far alone.

Felix: As you’ve scaled and you’re trying to keep that mandate company wide, how do you make sure that awareness persists?

Charles: We have a really distinct set of core values within our business. Having that feedback-driven culture is incredibly important. We like to say that we challenge each other directly and we care about each other personally. When you have that level of respect and trust amongst each other, you’re willing to provide that feedback amongst each other. That provides that atmosphere and that arena of not having a big ego and knowing that you can take a lot of swings, and people are going to provide feedback on those swings, whether it’s critical feedback or whether it’s patting you on the back saying you did a great job.

That’s one thing that our team does incredibly well, and that Zach and Skyler did that incredibly well as they built their business into a team, and now have merged into a new team. Their ability to be open to feedback jumping into a larger organizational structure has been absolutely remarkable, and it’s been a great asset to the integration of the two businesses. Without that, we would’ve had a lot of struggles during this first year operating together.

Felix: Let’s talk about the website. For each of you, what is your favorite part of the website? 

Skyler: For me, it goes back to what we were talking about earlier. Our mission and the value that we’ve wanted to provide has been to allow people to customize their product. That requires a lot of work on the front end in terms of our website, it requires a lot of our work on the back end in terms of the website, and it requires a lot of work on the back-back end in terms of fulfillment and operation. That was a hard challenge to overcome, and I’m glad that we’ve already overcome it and we can talk about it in the past tense. That’s allowed us to give a customer experience on the front end to allow people to really choose an option that makes the most sense for them without overwhelming them.

That’s something I’m the most proud of in terms of the site, and the experience that we’ve been able to navigate and figure out specifically with our product. That’s always a tricky challenge with any product, but with our product in particular, it’s something that’s really important for pushing forward that mission of helping regular people get prepared.

Zach: Yeah, it’s the customization. When we first started, our initial website was, when we only had a standalone product. We had an off-the-shelf theme that we worked to customize, and used some basic plugins or different variant options to try to create a somewhat customized experience. As we realized that was something that we wanted to really lean into, we leveraged some custom development work when we launched That was our parent company brand that housed the earthquake bag within it, and we leveraged some Shopify developers to create a more customized experience as you’re going through your purchase process. That’s something that continues to pay dividends for us and provide a great product and great experience for our customers.

“It’s our job as entrepreneurs to navigate the 60 different ways we could solve a problem for somebody, but boil that down into two or three easy, clear decision points to walk the customer through.”

Felix: How do you balance this desire to provide a customizable experience with the need to avoid overwhelming them to the point of potential choice paralysis? 

Skyler: Right. Our sales backgrounds really helped here. When you’re in sales, your job is to take a complex set of possible outcomes and communicate it in a very easy-to-understand way for a customer, while advocating for what you believe to be the best option for them. We got into this business because we did want to take that experience and that toolkit that we developed from working in sales at various parts of our careers and scale it. That’s what e-commerce allows you to do.

It’s very similar. It’s our job as entrepreneurs to navigate the 60 different ways that we could potentially solve a problem for somebody, but boil that down into two or three very easy, clear decision points that we can walk the customer through. Even though, on the back side, there are a million different ways it could go, we really only need to present them with a very short list of questions to be able to determine what the right option is for them.

That’s the key to avoid that sense of being overwhelming. It’s doing the work upfront. Think about how you can be as efficient as possible in asking questions that are truly customer-facing to figure out where they should be. Then how do you translate those decision points into the cleanest user experience possible? A lot of that comes down to the use of visual hierarchy. Design plays a really big part in it, as well as really tight copy, which all comes out of just iterating and testing.

Zach: From a data side, there’s an interesting balance, because we’ve experimented a lot. We had to find that happy medium of what level of customization is going to increase conversion rate, because we’re solving legitimate pain points for people, and what’s the amount of customization that’s going to decrease conversion rate because of that analysis paralysis? We did a good amount of A/B testing with different versions of the site when we first got started. We also used tools like Hotjar and things like that on the site that help you do heat-mapping to get a better sense of what consumers are doing on the page.

That was pretty helpful early on to understand what that happy medium is. You can definitely offer too many options, and all of a sudden, no one’s buying from you because it’s a homework project or research project just to make a purchase. We’ve tried to work really hard to strike that balance and cut away any unnecessary decision-making to make it an easy purchase, but one that you feel extremely confident and glad that you made.

Felix: What has been the biggest lesson you’ve learned this year, personal or as a business, that will lead to changes moving forward?

Charles: That’s a loaded question, given the nature of 2020 and the merger of our two businesses and partnering together. For me, the greatest lesson that has come from everything that’s happened over the last year is that your team and the resilience of your team is number one. Economies have ups and downs. There’s going to be good years, there’s going to be bad years, there’s going to be challenges. We’ve seen that in every way, shape, and form in this calendar year. Our team sticking together, focusing on the mission, focusing on what matters, focusing on putting the right people in the right seats, and really just maintaining the course and staying resilient has been a huge lesson for me, and I think everyone on our team would agree with that.

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Métiers de la communication et marketing : liste 2021

Métiers de la communication et marketing : liste 2021

Vous souhaitez travailler dans un des métiers de la communication et du marketing ? Très bonne idée, ces domaines font partie des métiers d’avenir amenés à se développer considérablement dans les années qui viennent.

Mais, comme beaucoup de secteurs, la communication et le marketing ont beaucoup évolué ces dernières années avec l’explosion du marketing digital et des réseaux sociaux. De nouveaux métiers ont fait leur apparition – comme UX writer – alors que d’autres changent pour s’adapter – nous y reviendrons.

Pour vous aider à faire les bons choix, voici un aperçu des 20 métiers de la communication et du marketing. Nous aborderons des questions comme : quels sont les nouveaux métiers de la communication ? Et les métiers de la communication qui recrutent ? Quelles études de communication ? Et pourquoi faire des études marketing ?

Nous nous intéressons également à la différence entre un travail dans la communication en entreprise et en agence ainsi qu’aux fourchettes de salaire marketing digital et salaire communication. Vous aurez ainsi toutes les cartes en main pour réfléchir à votre avenir ! 

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Quelles études de communication et études marketing privilégier ?

études de communication

Pour trouver un travail dans la communication, il vous faudra vous former. Il existe de nombreuses possibilités d’études communication et marketing pour exercer dans ce domaine. Parmi celles-ci :

  • Les IUT et Universités pour préparer un BUT ou une licence en communication, généraliste ou plus spécifique.
  • Les écoles spécialisées comme le CELSA, l’ISCOM, Sup de Com ou encore l’EFAP. Certaines délivrent des diplômes de type BTS alors que d’autres peuvent vous permettre d’obtenir un Master.
  • Les écoles de commerce et les IEP. Sciences Po par exemple propose un Master Communication, Médias et Industries Créatives.

En fonction du poste visé, un niveau bac +5 peut être requis par les recruteurs, surtout s’il y a une dimension stratégique. Mais si vous voulez travailler sur un poste très opérationnel, ce n’est pas forcément le cas et un bac +2 peut être suffisant.

Si vous visez un métier de la communication dans le cadre d’une reconversion professionnelle, sachez qu’il existe également des organismes de formation spécialisés comme Live Mentor par exemple.

Mais, avant de vous lancer dans un parcours de formation, il est conseillé d’avoir une idée du métier que vous voulez exercer. Cela vous aidera à mieux orienter vos choix. Passons tout de suite en revue les métiers de la communication et du marketing.

Les 20 métiers de la communication et du marketing

Les différents métiers de la communication et du marketing peuvent être classés en 5 grandes catégories : les métiers de la communication classiques et historiques, les métiers du marketing digital, les métiers de la communication digitale et du contenu, les métiers de la publicité et les métiers marketing en entrepreneur. 

Les métiers de la communication et du marketing classiques et historiques

métiers de la communication

1. Chargé(e) de / Responsable communication corporate

Premier métier de la communication : la communication corporate (aussi appelée communication institutionnelle) en entreprise. Son rôle est de développer des stratégies de communication pour développer la notoriété de l’entreprise et protéger sa réputation. Un métier souvent très varié, idéal pour mettre un pied dans le milieu !

2. Chargé(e) de / Responsable communication RH

Autre métier de la communication classique : la communication RH. Il s’agit d’accompagner les Ressources Humaines dans la mise en œuvre de leurs projets, souvent autour du bien-être au travail et de la formation des collaborateurs. Autre enjeu de ce métier : la marque employeur et attirer les meilleurs talents.

3. Chargé(e) de / Responsable communication Interne

La communication interne est en lien avec la communication RH, mais un Chargé(e) de communication interne a un rôle plus large, travaillant sur tous les aspects de la communication interne. Il intervient sur des sujets comme l’accompagnement du changement par exemple. Il est également responsable des outils de communication interne (magazine, Intranet, réseau social d’entreprise, etc.).

4. Chargé(e) de / Responsable communication événementielle

Autre métier de la communication incontournable : l’événementiel et l’organisation d’événements qui peuvent être externes (conférences, Congrès, etc.) ou internes (séminaires, soirée de Noël, etc.). S’il n’y a plus d’événements depuis un moment avec la pandémie de Covid-19, ceux-ci se réinventent avec de nouveaux formats digitaux et nécessitent donc de nouvelles compétences digitales. L’événementiel inclut souvent les relations publiques (ou relations publics) qui couvrent les relations avec toutes les parties prenantes de l’entreprise : clients, usagers, fournisseurs, associations locales, etc. 

5. Consultant(e) relations presse

Dernier métier de la communication immuable, les relations presse / relations médias. L’objectif est de booster la visibilité de l’entreprise dans les médias, en développant et en entretenant de bonnes relations avec les journalistes. Des compétences rédactionnelles sont impératives pour la rédaction des communiqués de presse et des dossiers de presse.

6. Chef(fe) de produit / Chargé(e) de / Responsable marketing opérationnel

Le marketing a quant à lui un métier de référence :  chef de produit. Certaines entreprises préfèrent le titre de Chargé(e) de ou Responsable Marketing. La mission : veiller au marketing d’une marque ou d’une gamme de produits, et notamment au marketing opérationnel. Cela passe par les 4 P : prix, promotion, place (distribution) et promotion. Cela inclut aussi des aspects comme le packaging.

A savoir : les 6 métiers de la communication et du marketing ci-dessus sont la plupart du temps exercés en entreprise ou en agence (notamment les relations presse). Plus l’entreprise est petite et plus il faut être polyvalent. Dans les start-ups, un chargé(e) de marketing et communication exerce souvent les 6 métiers ci-dessus à la fois. Dans les grandes entreprises, les métiers sont plus spécialisés. 

De plus, ces métiers de la communication dit traditionnels sont en pleine mutation digitale. Si vous choisissez l’un de ses métiers, vous devez apprendre à digitaliser vos pratiques. Par exemple, le consultant presse doit trouver de nouvelles idées de contenu pour susciter l’intérêt des journalistes (infographies, vidéos, etc.) et s’adapter au nouveau format presse (blog, conférence de presse en ligne,etc.). Avec la crise sanitaire, l’événementiel s’est aussi de plus en plus digitalisé comme évoqué ci-dessus. Les salons sont en train d’être repensés en expérience 100% digital. Ce qui nécessite une grosse capacité d’adaptation, mais aussi l’opportunité unique de faire travailler votre imagination pour inventer l’événementiel de demain ! 

Les métiers du marketing digital

métiers marketing digital

La digitalisation de notre société a fait apparaître de nouveaux métiers, qui sont devenus indispensables pour réussir dans un environnement digital. Pour choisir votre voie, il faut savoir que le marketing digital se sépare en 2 catégories de nouveaux métiers : les métiers dits généralistes, qui permettent de toucher à plusieurs ficelles du marketing digital avec un rôle de responsable digital, ou bien les métiers qui nécessitent une expertise pointue, comme par exemple les experts SEO ou publicité. A vous de faire votre choix de la gestion de projet global ou de la spécialisation ! 

7. Responsable digital / Chargé(e) de / Chef de Projet Marketing Digital

Premier métier marketing digital : chargé(e) de / chef de projet marketing digital. Ce poste assez généraliste peut toucher tout ce qui a trait à la présence en ligne : site web, applications mobiles, SEO, CRM, etc. C’est souvent un rôle de gestion de projet et de coordination, en étroite collaboration avec tous les intervenants (agences, freelances, ESN, etc.).

8. Chargé(e) de / Chef de Projet E-commerce

Le marketing digital a aussi conduit à l’essor du e-commerce, qui est devenu un métier à part entière. L’enjeu : avoir un site marchand performant, qui convertit et réalise des ventes. Un chef de projet e-commerce connaît sur le bout des doigts les solutions e-commerce comme Shopify par exemple et maîtrise tous les aspects techniques.

9. Responsable Acquisition / Growth hacker 

L’acquisition client via les canaux digitaux est aussi un métier de plus en plus important, qui peut prendre différents noms. Le terme growth hacking est devenu très populaire et comme son nom l’indique, il s’agit de développer des stratégies au service de la croissance. Ces métiers nécessitent la maîtrise des rouages de la génération de leads : marketing automation, séquences d’emailings, etc. 

10. Spécialiste SEO / SEA / SEM

Autre métier marketing digital très précis : tout ce qui est en relation avec le SEO, le SEA, le SEM, les moteurs de recherche, le référencement et la publicité en ligne (comme la publicité Facebook). Ces compétences sont très recherchées tant émerger sur Google et les réseaux sociaux est aujourd’hui crucial pour être visible et identifié. Cela fait partie des métiers de la communication qui recrutent beaucoup, même s’ils demandent un haut niveau d’expertise.

11. UX Designer / UX Writer

UX designer / UX writer est un métier marketing assez nouveau, qui s’intéresse à l’expérience utilisateur (UX) sur une interface digitale (un site web ou une application mobile par exemple). Le UX designer ou UX writer travaille surtout sur les petits détails (boutons, call-to-actions, animations, etc.) qui peuvent enrichir l’expérience utilisateur.

A savoir : pour exercer les métiers ci-dessus, vous pouvez travailler en entreprise ou en agence, mais aussi devenir freelance. Il peut néanmoins être difficile de se lancer en freelance sans expérience professionnelle préalable. Une première expérience peut vous permettre d’acquérir les bases du métier et d’être plus crédible auprès de vos futurs clients.

Les métiers communication digitale et content marketing

métiers communication digitale

De plus en plus d’entreprises et de marques optent pour des stratégies de marketing de contenu, produisant du contenu utile, engageant, intéressant, informatif ou encore drôle pour séduire leur cible et développer une communauté. De nombreux métiers du marketing gravitent ainsi autour du contenu.

12. Content Manager / Responsable Editorial

Premier métier marketing de contenu : celui de Content Manager parfois aussi appelé Responsable Editorial. Ce métier consiste à gérer les contenus d’une marque ou d’une entreprise, en définissant la stratégie, en supervisant la production des divers contenus (par exemple en lien avec des freelances) et en mesurant les résultats obtenus.

13. Rédacteur / copywriter

Un autre métier phare autour du contenu est celui de rédacteur, copywriter ou concepteur-rédacteur. Ce métier consiste à écrire pour des supports variés, en trouvant les bons mots pour convaincre ! Au menu : articles de blog, emailings, livres blancs, brochures, guides ou encore fiches produits !   

14. Social Media Manager / Community Manager / Customer Success Manager

Le social media manager ou community manager a une spécialité : les réseaux sociaux. Il gère l’image d’une marque ou d’une entreprise sur les réseaux sociaux et publie régulièrement des contenus (posts, photos, vidéos, etc.) à partir d’un calendrier éditorial. Son objectif : créer et fédérer une communauté fidèle. Pour perdurer dans le métier, mieux vaut viser de grandes entreprises BtoC qui ont des besoins en community management important. Il faut également avoir de bonnes bases en marketing digital au sens large pour pouvoir évoluer et passer à un poste de responsable digital. Le service client en ligne, avec des postes comme Customer Success Manager, peut parfois être apparenté au community management avec la réponse aux réclamations et questions clients. 

15. Chargé(e) de relations influenceurs / chargé(e) de projet marketing d’influence

Les réseaux sociaux ont également fait émerger de nouveaux métiers communication digitale autour des relations influenceurs, et en particulier des partenariats Instagram. Les influenceurs jouent aujourd’hui un rôle croissant dans le parcours d’achat, notamment des marques lifestyle. Bien travailler avec ces partenaires est un enjeu crucial.

A savoir : les métiers autour du contenu comptent beaucoup de freelances et d’agences spécialisées (qui font elles-mêmes appel à des freelances). Les entreprises d’une certaine taille tendent à internaliser certaines de ces compétences.

Les métiers de la publicité

métiers publicité

Si le marketing et la communication ont bien évolué, la publicité, notamment télévisée, reste un pilier fondamental pour les marques grand public. Les métiers de la publicité s’exercent avant tout en agence de communication. En effet, les annonceurs font systématiquement appel à des agences pour concevoir leurs campagnes de publicité.

16. Chef(fe) de publicité 

Le chef de publicité a pour mission de créer et de déployer des campagnes de publicité, en accord avec les objectifs définis. Le chef de pub fait le lien entre l’annonceur et les équipes créatives de l’agence s’assurant notamment de la tenue des délais et du respect du budget.

17. Planneur / Planneuse stratégique

Le métier de planneur stratégique est assez méconnu, pourtant c’est un rôle essentiel en agence de communication. Comme son nom l’indique, ce métier a une dimension stratégique. Il s’agit de repérer les tendances, les évolutions de la société et les aspirations profondes pour nourrir la réflexion stratégique autour des campagnes de publicité.

18. Directeur / Directrice Artistique

Le Directeur ou la Directrice Artistique – ou DA – est avant tout un créatif, avec une sensibilité artistique. Il ou elle supervise l’ensemble des aspects visuels pilotant les différents métiers qui participent à la création d’une campagne de pub : graphistes, illustrateurs, réalisateurs, motion design, etc. 

Les métiers du marketing en entrepreneur

métiers de la communication qui recrutent

Il existe une autre manière de travailler dans le marketing et la communication qu’en entreprise, en agence ou en freelance : en tant qu’entrepreneur dans le marketing digital ou le e-commerce !

19. Entrepreneur en marketing digital

De plus en plus de personnes décident de se lancer dans le marketing digital en tant qu’entrepreneur avec des activités comme infopreneur, influenceur ou encore membre affilié d’un programme d’affiliation. Quelle est la différence entre être entrepreneur et être freelance à son compte ? Un freelance vend son temps, et son revenu est donc limité par son temps de travail possible. Un entrepreneur vend un produit, comme une formation par exemple, et il peut en vendre un nombre illimité !

20. Entrepreneur en e-commerce

Si vous voulez réellement vous lancer dans l’entrepreneuriat, l’une des plus grandes opportunités est le e-commerce qui connaît une croissance fulgurante. Il est aujourd’hui très facile d’ouvrir une boutique en ligne et de vendre des produits dans le monde entier, en e-commerce classique ou encore en dropshipping pour minimiser les risques.

Salaire communication et salaire marketing digital 

En France, le salaire moyen pour un poste de Chargé(e) de communication est d’environ 30 000€ brut par an selon Indeed. Pour un débutant ou un junior, le salaire moyen est plus proche de 20 000€ brut par an. Dans le marketing digital, les salaires tendent à être un peu plus élevés, et le salaire moyen tourne autour d’environ 38 000€ brut en moyenne et 23 000€ brut pour un débutant. 

Ces chiffres sont à prendre avec des pincettes tant ils peuvent varier en fonction de votre niveau de formation, du type d’emploi (agence ou entreprise) ou encore du secteur d’activité.

En tant que freelance ou entrepreneur, vous avez la possibilité d’atteindre des niveaux de revenus plus élevés, à condition de vous donner les moyens de réussir.

Métiers de la communication et du marketing : 20 métiers qui recrutent

  1. Chargé(e) de / Responsable communication corporate
  2. Chargé(e) de / Responsable communication RH
  3. Chargé(e) de / Responsable communication Interne
  4. Chargé(e) de / Responsable communication événementielle
  5. Consultant(e) relations presse
  6. Chef(fe) de produit / Chargé(e) de / Responsable Marketing opérationnel
  7. Chargé(e) de / Chef de Projet Marketing Digital
  8. Chargé(e) de / Chef de Projet E-commerce
  9. Responsible Acquisition / Growth hacker 
  10. Spécialiste SEO / Search
  11. UX Designer / UX Writer
  12. Content Manager / Responsable Editorial
  13. Rédacteur / copywriter
  14. Social Media Manager / Community Manager
  15. Chargé(e) de relations influenceurs / chargé(e) de projet marketing d’influence
  16. Chef(fe) de publicité 
  17. Planneur / Planneuse stratégique
  18. Directeur / Directrice Artistique
  19. Entrepreneur en marketing digital
  20. Entrepreneur en e-commerce

Voilà, vous savez tout sur les études marketing, les métiers de la communication qui recrutent et les fourchettes de salaire communication et marketing ! Nous espérons que cet article vous aura aidé à réfléchir à vos envies et possibilités !

Vous souhaitez en savoir plus ?

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The Secret To Attracting Qualified Leads

The Secret To Attracting Qualified Leads

Can we let you in on a secret? A successful product launch isn’t about targeting more people with more ads and more marketing promotions. 

It’s about targeting the right people.

A targeted community of 10k will create a lot more revenue than a non-targeted community of 100k. For real.

So how do you make sure you’re targeting the right people in your next product launch? You have to do the work on the front end to qualify your leads.

Don’t let the term “qualified lead” scare you away. A qualified lead is simply somebody who is well-positioned to buy your product based on their wants, needs and financial situation. Qualified leads are the people who, above anyone else, are actually ready to buy your product or service – today. 

Just take a second. Imagine sending your emails and pushing your ads to a group of people who were literally raising their hands asking for your product. Can you even begin to picture what that would mean for your business? It would change everything.

Unfortunately, if you’re like most business owners, you’re sending emails and advertisements to a group of people who may or may not care about your product. And it’s costing you money.

You probably don’t have time to get on the phone with every single person on your mailing list and ask the right questions to find out if they’re actually qualified to buy your product. The good news is, you don’t have to. It only takes three simple steps to begin to qualify your leads to make sure your next launch is a success.

In this blog, we’re going to walk you through a three-step process so you can finally start targeting the right people and stop targeting the wrong ones.

Let’s dive in!

Your Three-Step Plan To Building An Audience That Converts

The idea of building an audience that converts can sound like lofty, marketing-speak. It’s not. 

All it means is you’re intentionally curating an audience who is qualified to buy your product so when you send ads, emails or promotions to that list – you’re not just shouting into a void.

Building an audience that converts can get nuanced and technical. When you boil it down, it’s about three things: offering a relevant freebie, building strategic partnerships and making a high-value content strategy. Here’s what we mean…

1 – Offer A Relevant Freebie

One of the best, simplest ways to qualify a lead is by offering a relevant freebie. A freebie could be a download, video series or even a live webinar. Whatever route you choose to go, the freebie should give the customer a taste of the free product so they end up buying the real thing.

This step is simple, but it’s also where a lot of business owners make a crucial mistake: they create a freebie that’s too broad. 

If your freebie is too broad, you’ll end up building a list of people who don’t actually want your product – they just want a free thing. Instead, make sure your freebie relates to the product or service you’re selling so you know people who opt in will be interested in your product when you launch it.

2 – Build Strategic Partnerships

There are people in your industry who are already serving your future customers. That’s not because the customers are going to turn their back on the other business. It’s because your business is the natural next step in that customer’s journey.

Put it this way: if you have a dog training company, you should be communicating with dog breeders in your area because people who buy puppies need dog trainers next. In the same way, if you have a graphic design business, you might want to connect with a business coach so she can funnel her customers to you when they need a logo.

At BossBabe, we believe in collaboration over competition. Building strategic partnerships is not about taking customers from someone else. It’s about realizing that one customer is going to have a lot of different needs. When you make connections and build strategic partnerships, the customer will have all their needs met in the end.

3 – Make A High-Value Content Strategy

The freebie might be what gets a prospective customer in the door, but content is what keeps them there. Valuable content nurtures your audience so they go from being aware of who you are to trusting you as an expert in your field. A potential customer who loves your content and trusts your business is going to buy from you when they need your product. Every time.

Just like creating a freebie, be sure your content strategy actually relates to the product you’re trying to sell. If your content is delivering great fashion advice but you’re trying to sell business coaching, you’re going to attract the wrong customers. You might have a great following, but those leads aren’t going to convert when it comes time to buy.

A Successful Launch Starts With Qualified Leads

Having a list of qualified leads matters for your business all the time, but it matters more than anything when you’re doing an intentional product launch. 

Product launches can already feel overwhelming. If you do all that work just to launch to a group of people who are “meh” about your business, you’re going to get discouraged and wonder if it was even worth putting in all that work in the first place. 

The hard but honest answer is: launching to an unqualified list just isn’t worth your time.

We don’t want you to waste time, energy and resources on a product launch that isn’t going to get real results for your business. That’s why we designed Online Launch School.

Online Launch School is our 12-week mentorship program that takes the guesswork out of sold-out and booked-up launches. Through this program, you’ll learn the no-fail basics of putting together a successful launch and scaling it beyond what you ever thought possible.

But don’t just take our word for it. Listen to what one of our Online Launch School Alumni, Lauren Schwab, had to say about her launch…

“Before BossBabe I’d never done a proper launch. I had approximately 23 1:1 clients when I started working with BossBabe and they helped me convert those clients into mastermind members! I did a proper launch and generated multiple 6-figures in my first month. My first launch generated over $150K and I’m now preparing for my second launch!”

Now, it’s your turn. If you’re ready to dive in, click here to sign up. We can’t wait to see you there!

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How To Build A Sales Page That Converts

How To Build A Sales Page That Converts

Have you ever had the feeling of walking into your favorite coffee shop, purchasing your go-to latte and sipping your drink in bliss as you go about your day? It’s a pretty great feeling. 

Getting your favorite latte is a great experience because it’s just easy. You make a selection, pay your barista and walk out of the store with your drink in hand – every time. 

What if your sales page was like that? No, seriously. What if when a potential customer landed on your sales page, they knew exactly what they wanted, made their purchase and left happy about what they just bought. 

Most sales pages aren’t like that. Most sales pages are disorienting, muddled and sometimes nonexistent. That’s because building a sales page on your own can feel really intimidating.

Can you relate? I mean, be honest: how many times have you tried to sit down and put together your sales page? A lot, right? How many of those times have you walked away with a sales page you were proud of? 

Yeah…I thought so.

If that’s you, it can feel pretty tempting to either give up on a sales page altogether or spend thousands of dollars and have someone else do it for you. But what if there was another solution? 

What if you could do it yourself? 

Most entrepreneurs believe the lie that they either have to be an expert copywriter or a senior web developer to build a sales page that works. That’s not true. 

You just need to learn the four fundamentals every great sales page has in common and build a page that follows those rules. It’s as simple as that.

That’s where we come in. We’re breaking down the four components of a great sales page so you can start applying them to your website ASAP. 

Four Things Every Great Sales Page Has In Common

From the most profitable companies to small-time startups, every great sales page out there is doing the same four things. Yours can do these things, too. You just have to know what they are and where to start.

1 – Every Great Sales Page Identifies A Problem

Problems motivate people to buy things. When you walk into your favorite coffee shop, your problem is simple: you don’t have any coffee (and you really, really want coffee).

Not every problem is that obvious. In fact, sometimes your potential customer doesn’t even realize they have a problem in the first place. That’s why it’s your job to explain the problem to them.

Get really clear about what problem your product or service solves. Then, make sure you have a section on your sales page that helps your customer understand what that problem is and why it matters.

2 – Every Great Sales Page Shows The Repercussions Of Not Solving That Problem

Pointing out a problem isn’t enough if you want to convert website visitors into sales. You have to show them why that problem is, well, a problem.

In this section of the sales page, you’re answering your customer’s inevitable question, “Why should I care?” And you need to have a good answer. 

Put it this way: you don’t buy a cup of coffee for the sake of buying coffee. You buy coffee because you’re worried you’ll snooze through your next meeting or you need it to kick off your daily routine. It’s not just about wanting a product, it’s about realizing that you’ve got something to lose if you don’t take action. 

What might happen if your potential customer doesn’t buy your product? Will they feel stressed and overwhelmed? Will their business’s success begin to flatline? Think about the repercussions and paint a clear picture of what could go wrong in this section of your sales page.

3 – Every Great Sales Page Offers A Tangible Solution To The Problem

Now that you’ve identified the problem and explained why that problem matters, it’s time to convince your customer your product or service can help.

You know by drinking a cup of coffee in the morning, you’re going to wake up faster and be more alert. Coffee solves that problem for you. 

Your sales page needs to do the same thing for your product. This is the part where you get to brag. You get to explain to potential customers why your product is exactly what they’ve been looking for all this time. 

4 – Every Great Sales Page Shows Results With Data

Finally, you have to demonstrate that your product or service actually works. You can do this by giving specific results and data or even listing testimonials from past customers that were satisfied after doing business with you. The more tangible results you’re able to provide, the better. 

You Can DIY Your Own Sales Page

Putting together a sales page isn’t as hard as it looks. When you build a sales page with these principles in mind, it’s going to do great things for your business.

If you’ve gotten started outlining your sales page and want to take a deeper dive into all things website design, copy and deployment, we’ve got great news. We actually have a full masterclass on this exact topic in The Société – the place where female entrepreneurs connect, build and grow. 

It’s called How to Build Highly Converting Sales Pages and is led by our good friend, Anna Nassery, CEO of BrandUp. In her course, she walks you through everything you need to know to build a high-converting sales page. Plus – you get her exclusive Sales Page Copy Blueprint complete with plug & play copy prompts in case you get stuck trying to write all the words. 

When you join The Société, you’re not just getting a tutorial on sales pages. You’re actually getting a whole library of online courses that cover everything from mindset to growing your business and even showing up well in life. The best part is – you’re taking these courses alongside a community of some of the most amazing female entrepreneurs out there who are ready to welcome you in and push you towards becoming your best self – every day. 

It’s kind of like making a ton of business besties and getting the tools you need to scale your business – all wrapped up in one.

The Société is $35/month and would be transformational for your life and your business. We can’t wait to see you there! Just click here to become a member.

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Four Questions To Ask Yourself Before You Quit Your Job

Four Questions To Ask Yourself Before You Quit Your Job

You’re not happy at your day job. And honestly, we get that.

We get that because every day we hear from dozens of women just like you who aren’t happy at work and need to make a change. Can you relate?

As far as we’re concerned, feeling unhappy at work just isn’t okay. You deserve to show up to a job you love every single day and do work you’re actually passionate about. The sad reality is, out of all the women who are unhappy at work, most of them don’t actually do anything about it. That’s because somewhere deep down they believe this is just the way it has to be. 

But not you.

You know your worth, you’ve built your confidence and you’re done settling for a 9-5 that doesn’t make you excited to get out of bed every morning (because spoiler alert: it should). Now, it’s time for you to do something about it.

At BossBabe, we firmly believe 2021 can be the year you say no to the job you hate and yes to a life you love. For you, step one in that journey might be quitting your job. But quitting your job can feel scary. Like “my-stomach-hurts-every-time-I- think-about-telling-my-boss” scary. That fear can be really hard to overcome.

That’s why we want to make sure you have the tools you need to leave your job with confidence and thrive in whatever comes next. Because honestly – you can and you deserve to.

So, like any good friend would, we’re going to sit down with you and talk about it. We’re going to get to the root of exactly why you want to quit your job and what you need to do to make it happen. And we’ll be right here cheering you on when you do.

So grab your coffee, open up your journal and let’s dive in.

Before You Quit Your Job, You Need To Check In With Yourself

If you want to quit your job, you’re not alone. There are countless women just like you who feel unhappy and unfulfilled in their job and making a change is exactly what they need to do. The problem is, a lot of ambitious women take the leap without ever turning inwards and making sure they’re ready to quit their job in the first place.

That’s a problem. If you’re not prepared to quit your job, you’re going to end up scrambling to make something work, and in the end, you might end up in another dead-end job that just happens to be in a different office building. Not good.

That’s why we want you to take time to reflect first. When you really sit with each of these questions, you’ll be able to quit your job with a lot more confidence and be that much closer to a life you truly love.

1 – Why do you want to quit your job?

If you’re at the point where you’re ready to quit your job, you probably didn’t get here overnight. There’s a reason why your current job just isn’t working for you anymore, and in order to find one that does, you need to understand why this one is falling short.

Maybe you’ve outgrown your role and are bored, want more leadership opportunities or you’re suffocating in the company culture and need to get out. If that sounds like you, you might just need to transition from your current job to a new one that allows you to operate in your zone of genius.

On the other hand, maybe your side hustle is taking off, you just can’t shake the entrepreneurial bug or you have a brilliant idea you need to get out into the world. For you, this journey might look a little bit different. (Psst – if that’s you, jump to the bottom of the blog for something special we’ve got just for you).

Once you’ve taken the time to figure out why you want to quit your job, you’ll be much more equipped to make a plan of action for what you need to do next.

2 – What are your core values?

We spend so much of our lives at work, so if the job you’re doing doesn’t align with your core values, you’re going to burn out – fast. 

That’s why you need to be doing work that aligns with your core values and desires. Work that’s aligned allows you to feel like you’re really using your time in a worthwhile way.

So what do you value? Maybe you want to have the freedom to travel, experience wealth, lead a team or have a daily structure.

There are so many different values and belief systems out there. Once you uncover yours, you get to decide how to build a career that reflects them. For some people, that’s starting a business, for others that means aligning with a business that has the same impact on the world you want to have. Dig deep and find out what you value so you can build a life that reflects that.

3 – What’s the worst thing that could happen?

For the next two questions, draw a line down the middle of your journal. On one side, write “worst-case scenario”.

This is your chance to get all your fears on paper because if you’re quitting your job, chances are you’ve got a lot of them. What do you fear might go wrong if you quit your job?

You might be afraid you’ll be late on your bills, burn the bridge at your old company, feel lonely in your new path or end up regretting your decision in a few months. Having fears is perfectly normal. When you can get your fears down on paper, they begin to not feel quite as scary and you can decide if your “worst-case scenario” is actually worse than staying in a job that leaves you unfulfilled.

4 – What’s the best thing that could happen?

On the other side of the line, write “best-case scenario.” This is your chance to dream big and think about all of the possibilities that could happen if you quit your job and it goes really well.

You might anticipate finally hitting your financial goals, feeling more fulfilled, showing up better at home or getting to travel the world. Get really specific in this step. You should be able to close your eyes and actually picture your own version of success.

Now, look at both lists. Do your fears still have power when you compare them to your best life? If so, is there anything you can start to do now to combat your fears so you can feel at peace when you quit your job?

Change Is Always Going To Feel Scary

If you’ve finished this reflection process and are thinking you might actually quit your job, you might have a weird mix of both excitement and fear floating around inside of you. 

Change always feels uncomfortable, and you might never get to a place where you have a blank “worst-case scenario” column. That’s okay.

Sometimes, getting pushed outside of your comfort zone is exactly what you need to do to become the best version of yourself. Isn’t that what this is all about after all?

Entrepreneurship Isn’t For Everyone 

For many of you, the next step is going to be diving into your career search. If that’s you, you’re done with the hard work for now. Pop some bubbles and give yourself a chance to celebrate. The journey might not be easy, but Team BossBabe is cheering you on every step of the way as you find your new dream job. We can’t wait to see where you land.

For a lot of you, quitting your job means finally becoming an entrepreneur. If that’s you, you’ve actually got a bit more work to do. You still need to figure out your finances, map out your transition phase and find the mentorship and resources you need so entrepreneurship doesn’t just become some massive guessing game.

Our CEO, Natalie Ellis, made a step-by-step guide just for you. In this YouTube video, you’ll get all the information you need to not just quit your day job, but to actually become a successful, thriving entrepreneur.

Here’s the thing – being an entrepreneur isn’t always glamorous and it’s not for everyone. You won’t be working 9-5 for someone else, but you will be working 24/7 for yourself. If you’ve got the entrepreneurial fire, you’re not going to mind the long hours and late nights. In fact, most of the time, you’ll love them. When you watch this video, you’ll have everything you need to be happy, fulfilled, and thriving in your new entrepreneurial journey.

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