April 11, 2024 • 23 mins
We all know we need to create content for our brand, but how can we create content that stands out? Today, I am sharing 3 lessons from my own content that has gone viral and how you can use them in your business.
Gaining visibility on social media can be a challenge. However, whenever one of my pieces of content performs well I am always trying to study it to see what lessons can be learned and today I am spilling the beans with you.
In this episode we will discuss:
- How to use your brand voice in your content
- Why curation versus creation is always best
- How to find content that performs well
- and much more.
Two ways I help my students earn $2-10k monthly👇?
1.) Grow your home bakery business inside The Entrepreneur Community by clicking here
2.) Learn to sell digital products inside Digital Product Community by clicking here
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
Hey, sweet friends, my name is Chef Schaumburg.
I started my baking businesswith a bottle of DeSerono and
one Bundt cake pan.
Fast forward to today, fromnews to magazines, speaking on
national stages and more.
I can truly say that baking haschanged my life.
So now, as a bakery businesscoach, I get to help others have
the same success.
I've helped hundreds of mystudents across the world in my
(00:24):
global membership programsix-figure businesses, mainly
from home.
The Baking for Business podcastis an extension of that, from
actionable tips to valuabletools and resources that can
impact you as a business owner.
I truly believe y'all.
We would never have been givena gift if we couldn't profit and
prosper from it.
So come on, darling.
What are you waiting for?
(00:45):
Well, hey there, sweet friends,and welcome back to the Baking
for Business podcast.
I am so excited to be here withyou guys today.
This is actually my firstepisode since I took a
(01:05):
sabbatical.
So for all of you guys wholisten, who were subscribed to
the Baking for Business podcast,thank you so much for all the
kind words, all the requests.
I really do appreciate it.
I shared that I started a thirdbusiness, which I'm super
excited about, and not only that, but at the beginning of the
year, I opened my program, theEntrepreneur Experience, and it
(01:29):
had amazing response.
So shout out to all theentrepreneurs who sign up.
But also, I do like to bepresent in my programs, and so I
wanted that time with mystudents, and I'm grateful that
I took it.
And so to anyone who ever feelslike you need a break, and so
to anyone who ever feels likeyou need a break, you need to
breathe or you want to get away,do so.
Do so, because taking a stepback will always help you to
(01:51):
propel forward.
And nothing was missed.
The podcast is still one of thetop ranked.
You guys still listen.
There's still so many amazinggems on this show.
This is actually episode 80.
Yes, wowzers, so we willcontinue to grow and continue to
keep moving forward, goingforward.
I know I do want to do someYouTube, so the schedule of the
(02:12):
podcast may change.
It may just be biweekly, butit'll always be here, and I have
some awesome guests that arealready lined up for the rest of
the year some cookbook authorsand some amazing people.
So I can't wait to share thatwith you guys.
And then also next month, I'mgoing to be in DC, and so I'm so
excited for that.
Meta, aka Facebook, will beflying me out to DC.
(02:37):
This is my third time workingwith the brand, and so I really
look forward to being able to goto DC.
I get to meet with locallawmakers and advocate for
policies including cottagebaking, digital products and
anything else that is near anddear to my heart, and I'm always
thankful that Metta rewardsparticular creators and those
(02:59):
who are within the network ofall of their leaders, and they
allow us the opportunity to doso within the network of all of
their leaders and they allow usthe opportunity to do so.
So shout out to Metta and anystudents who are in DC.
You can always DM me onInstagram.
Let me know if you're in DC orthe surrounding areas.
I do think I'll be having ameetup or something, and I would
love to meet with you guys inperson, and so today we're
(03:20):
talking about three.
Today we're talking about threelessons I'm sharing from some
of my most viral reels, and Ifigured I would come back and
talk about content, because Iknow content is just something
that everyone struggles with.
Although we're not necessarilycontent creators, we are
business owners who createcontent After doing this for so
(03:43):
many years.
There's always lessons to belearned from everything and, as
I have a lot of coaching callsone-on-ones whenever I talk to
you guys and you guys book aone-on-one I noticed content is
always one of those core thingsthat so many people struggle
with, and so today I thought Iwould share three lessons, and
these aren't the tangiblelessons, like use a hashtag or
(04:05):
do a reel or you know, butactual underlining things that
really make up the biggerpicture of what our content
strategy should entail and whatit should look like.
And so, without further ado,let's go ahead and get into it.
Oh, and, side note, today's mybirthday.
(04:25):
Yeah, as I'm recording this,happy birthday me I am 39.
So I'm super excited to be backwith you guys on this beautiful
day and shout out to the Lordfor allowing me to see another
day, all right.
So what are these three lessons?
Well, one of the first ones isI have lots of different content
that goes viral and I'm alwayslooking at it and paying
(04:48):
attention to the hook.
What did I say?
The messaging and a lot of youguys who follow me on Instagram
at baking for business youshould all be following me.
You know that I love to typelong messages because I kind of
like my post to be like littlemini blogs or to actually give a
lesson, and so one of thebiggest things that I've learned
(05:09):
is be okay with beingcontroversial, and I know
sometimes as women, we thinkwell, church, religion, politics
there are certain things thatwe shouldn't talk about.
Online.
I'm trying to sell my bakedgoods.
There are even times where evenI've ran across people,
different races, and they maynot want to show themselves.
(05:29):
They're like well, you know, Iwant to hide and I definitely
don't believe in that.
We should all put ourselves ourface.
You know who we are out there.
But be okay with beingcontroversial, and I say that
because there's a couple ofpieces that I think are pretty
interesting and I'm going toshare with you some of the
lessons.
I know I have one piece ofcontent where I purchased a
(05:50):
pound cake for $99.
And the crazy thing is is thatthere are more bakers who
commented on that than actualpiece, than actual people.
Some people felt it was a wasteof my money.
I can do better with my money.
It's crazy.
They sell their pound cake for20.
So who would pay that?
And it's like that type ofcontent.
(06:12):
Be okay with sharing things thatmaybe people don't see an
opinion on or they don't see thesame opinion on it as you do.
Another piece of content thatwas pretty controversial I
shared I quit making customcakes and of course people were
like I shared I quit makingcustom cakes and of course
people were like well, it'sgoing to be hard to get orders.
Most people were trulysupportive, but there are always
a certain select of people whofeel the need to share their
(06:35):
opinion, and I get it.
This is America, we're allentitled to one.
But it kind of goes back torule one on one, like if you
don't have anything nice to say,don't say anything at all, and
then, plus, sometimes I thinkpeople forget that there is an
unfollow button.
You know, if you don't likewhat it is that I'm saying, you
can always unfollow me at anyparticular point.
I share my life, my journey, myexperiences, as well as the
(06:58):
experiences for my students.
So in your business, if you feela certain type of way, be it
about Trump, be it about acottage law, be it about
something that's going on inyour community, something that
you feel you wanna take a stanceon, something that you've
invested in and maybe otherpeople don't necessarily see it
as an investment.
Be okay with beingcontroversial and just sharing
(07:22):
your opinion and not doing itfrom an angle of ooh, I want to
just get people riled up, buthere's the thing about it
Content should have a strategy,and so if I'm not showing up and
if I am not being a disruptorin my industry and if I'm not
speaking on things that peoplethink should be hush hush or
they should be kept to the side,if I'm not addressing those
(07:44):
topics and I don't think that'sfair to call myself a leader,
especially in this industry.
And all of us are leaders,every single one of you guys
listening to this.
You are a business owner.
You are a leader in yourcommunity in your own right, and
so just think about that.
I know another prettycontroversial post, you can call
it.
I purchased some cookies fromLA Crumb that were like $120 a
(08:06):
dozen and again I had way morebakers and other people
commenting.
You know I don't think that'sright.
That's crazy.
They're ripping people off, butyou have to understand that
they have created a brand forthemselves and they are a
powerhouse, and more thananything, most of the time I
will say this hopefully it'snone of you bakers that are
(08:29):
listening to this podcast, butif so, let me go ahead and put
it out here.
If you're a baker and you feel acertain type of way because
another baker is charging more,please don't bash that person
because I'm trying to control mytongue.
But number one it says a lotabout you and your character.
Number two if someone is ableto get more money than you on a
(08:51):
particular item that they'reselling, what you need to do is
pull up a chair and take notes,because it could be the fact
that they're doing somethingthat you're not.
At companies such as Last Crumb, such as Southern Girl Sweets,
other companies that I choose toorder from and to learn from
and to use as an experience inorder to further our industry as
(09:14):
a whole, pull up notes, take achair, see what you can learn
from those, but telling me oh,you could have bought cookies
from me, or I could have bought.
Yeah, I could have.
But guess what?
I don't know you.
And why do I not know you?
Because you don't post?
Or because you don't show yourface there's no trust element or
because you don't have cookiesthat look like they're literally
(09:34):
worth 10 or 13 dollars percookie.
So why would I?
And that's the harsh truth thata lot of people don't want to
hear.
And so I say all that to justsay, please do not be that baker
, because I know pricing issomething that we struggle with
so much in our industry, andit's different because all of us
have a different rate of laborthat we charge.
(09:56):
All of us have differentexpenses, different costs.
The same flour I use won't bethe same flower that you use.
However, when a person publiclyputs their price online,
tearing down that person becausethey charge more than you,
because you're aka afraid orscared or you use cheap shit,
and this person is usingGhirardelli and Calibo and you
(10:17):
don't, that doesn't really giveyou grounds to come and attack
that person.
And I'm not the one or the two,and whenever it happens on my
posts, you definitely will gettold something, because I don't
think you get to come to myhouse, take a poop and then
leave.
It doesn't matter if it's onthe internet streets, on the
podcast streets, youtube orwherever, and so just keep that
in mind.
I, looking back, would stillorder from those companies again
(10:39):
.
I still love the fact thatpeople are doing things
different, and I know mystudents who I work with, see
the bigger picture, and sothat's just the hope that I hope
for all of you guys.
So, lesson number one be okaywith being controversial in your
content, whatever it may be,and also understand this.
(11:00):
People are naturally drawn totopics that challenge their
beliefs or spark debates, and itjust goes like that.
So by sharing controversialcontent, you're more likely
actually going to attractcomments, shares and overall
interaction, which is what theseposts did, which is why they
went viral, and so I know it'seasy.
(11:20):
Now we're in this generationwhere people just want to chat
GPT their content and you canreally tell.
You can tell with the littleemojis and everything like that
Chat GPT shouldn't be doing thework.
Chat GPT should be an assistantin the work that we're doing,
and so just keep that in mind,because when something doesn't
come across in your brand voice,people, like I said, people can
(11:41):
tell they're kind of gettingused to the format and it comes
across just very cookiecutterish, and so the increased
engagement can lead to highervisibility and reach.
Ultimately, that benefits yourbrand's awareness and it also
benefits your brand's exposure.
So, whatever it is, if you seesomething and other people are
(12:02):
like, oh, yeah, I love this, butyou're like, hey, I don't love
this.
And here's why be okay withsharing that as a small business
owner, because you're going tostart to attract a crowd of
people who feel like you do,even when no one's saying it,
and always, always, never beafraid or timid to speak about
what you believe in or to standup for whatever it is.
(12:23):
That's your truth.
Also, a thing with thecontroversial content is you
have to understand that itpositions you as a thought
leader and so, addressing thesetype of topics, it really just
allows your brand to demonstratethought leadership through
authenticity, because people getto see how real you are, that
you're not just made likeeveryone else, that you don't
(12:43):
just think like everyone else,and so that type of content it
really builds credibility andtrust with your audience, and
that's why so many people,whenever they say I'm struggling
to get sales off of social,that's really a trust issue.
If it boils down to trust, ifpeople don't trust the content
that you're putting out, ifpeople don't trust buying from
you because they don't feelcomfortable, if people don't
(13:04):
trust talking to you becausethey really don't know who you
are, a lot of that always goesback to trust, and so just keep
those things in mind when itcomes to sharing your
controversial or youropinionated content on social
media, whatever it may be.
And so that's the first lesson.
The second lesson is repetitionreaps rewards, and so, out of
(13:27):
all of my content, when I lookat my posts that perform the
best, I notice that most of thetime, they are pieces of content
that I've shared before, andthat's okay.
I tend to always tell you, guys, because so many of us struggle
with consistency, and one ofthe biggest reasons that we
struggle with consistency isbecause we're looking to always
(13:47):
create content versus curatecontent.
And so I get that we'recreatives, that we wanna make
something, bake something, butyou're also a business owner and
we wear lots of mini hats, andso if you ever feel like you're
burnt out on one end of thestick, then understand this
repetition is definitely yourfriend, and so, when I look at
(14:09):
those pieces of content, Irepeat content all the time, but
there's benefits to doing so.
Number one your brand shouldhave a certain message that you
want to share with the world,that you want to share with the
world, that you want to sharewith your community, that you
want to put out there, the morepeople hear your message.
I know you're thinking oh mygosh, I've shared this, I've
said this already, say it again.
(14:30):
You have no idea, especially asa business coach, how many times
I have to repeat myself.
Number one everyone doesn't getit on the first try.
Number two you can tell peoplethings I know.
There are students I tell allthe time they know it, but they
don't do it.
And then I tell people that too, I say, ok, well, you do
understand.
Knowing and doing are twodifferent things.
People always say knowledge ispower, knowledge is power, but
(14:55):
execution is powerful, and mostof the time it's the execution
that people have a problem with.
It's not necessarily theknowledge.
Most of you guys are walkingaround like little legal pads.
You know those yellow pads thatthe lawyers take notes on.
Your brain is full of stuff,but your hands executing it not
(15:16):
so much so.
And so repetition reaps rewardswhen you show up.
And there's an easy way to dothis If you're on your phone,
you're on Instagram.
Go to your insights, tapinsights.
Go to your content.
Look at content you share.
Tap content you share, scrollto the top, select two years and
(15:37):
then look at those first 12, 15posts.
Look at all the content thathas ranked the best and find a
way to remix it, find a way toredo it, upcycle it.
But if you feel like gosh, Idon't have anything to post,
I've said everything already.
Say it again, becauserepetition reaps rewards, and
that's one of the biggestlessons that I've learned in
(15:59):
putting my content out there isjust in maintaining consistency.
It's about showing up, because,number one, someone new is
following you every single day.
Number two, the person whoalready follows you.
They probably need to hear thatmessage again.
And then, number three, theperson that's warm to you.
It just reminds them that hey,you are there.
(16:19):
You're there for thisparticular service or this
particular baked good that theywant to buy.
And so all that really is doingis stamping in their head who I
need to go for when I wantbaked goods or when I want
desserts.
Most of you guys on social mediayou hide behind a logo, because
you're always putting your logo, like in your profile picture.
You have a logo here, you'restamping it here, stamping it
here.
(16:40):
But the real stamp to get inpeople's minds is just to
consistently show up.
When people see you, they can'tignore you, and so, with so
many people, a big thing.
They'll say you know, I have atraffic problem.
No one comes to my website, noone goes here, and I'm like that
all boils down to visibility.
If more people knew about you,more people would visit your
(17:00):
site, more people would visityour social media profile.
So just take that little nuggetand remember repetition reaps
rewards.
It's not about what you cancreate, but more so about what
you can curate.
And then the last lesson be okaywith selling your products.
And this is so big because somany of you guys it's like you
(17:25):
don't want to feel iffy.
Or you say, chef, when I sellor when I make a post and I'm
advertised, I feel iffy.
But here's the thing about ityou really have to reframe how
you look at selling.
At the end of the day, thatperson is going to buy, whether
it be from you or whether it befrom someone else.
I look at sales and the productsI have as a way of serving.
I have to serve people.
(17:47):
If I take my all and I put itin a class, I put it in a course
, that's because nine out of 10,someone has asked me, someone
wants the steps, someone wantshelp.
And so if I wake up every dayand people ask me for help and I
deny that, then I'm not reallywalking in my gift.
And so if God is giving you agift but you're afraid to open
up your mouth, y'all know how Ifeel about that Closed mouths
(18:08):
don't get fed.
So what I encourage you to doright now while you're on your
phone, is I actually want you topull up your social media,
particularly Instagram, becauseit's my jam or TikTok, and I
want you to look at your lastnine posts.
And out of your last nine posts, how many times did you
specifically tell a person bookwith me, order with me, call me
(18:28):
now, drop the word Now.
If you're one of my studentsand you're a member of the
entrepreneur community, Ialready know you're doing this
multiple times each week,because I provide my students
with captions every single monthand their captions are sales
oriented.
So every single caption ismaking sure that they do have a
call to action.
But for those who are not mystudents, you have to understand
(18:52):
when you're creating your owncontent strategy, you have to
ask for the sale.
You can't expect people to buyfrom you if you never really
tell them how, where what thatbuying process looks like.
Do you have a mock-up on yourpage?
Is it in your highlight?
Do people know what theordering process from you
actually entails?
And so think about those things, because sometimes we're afraid
(19:14):
to open our mouths, but whenyou do that now people don't
know.
Are you a hobbyist?
Are you a soccer mom?
Is this really even alegitimate business?
Because you never really ask adirect people to buy your
products.
So be okay with selling yourproducts.
Out of all my viral content,they all linked to a product or
a service which increased salesfor my business and for my brand
(19:37):
, and so I'm never afraid tosell, because when I sell again,
it's a level of service thatI'm offering.
If me selling too much bothers aperson, then that person is
just not for me.
I do a hell of a lot of shitfor free.
Too much bothers a person, thenthat person is just not for me.
I do a hell of a lot of shitfor free, and chances are you do
too.
I'm pretty sure that you haveprobably contributed to a school
function, you've probably donea banquet, you've probably
(20:01):
donated, showing up and puttingout content.
That's a version of service,and so it would be wrong for you
.
You would be robbing the worldof the talent that you have.
You would also be robbing yourfamily of the opportunity that
you have to provide for them ifyou do not show up and open up
your damn mouth and ask for thesale.
So, be okay with making saleson social media.
(20:24):
Be okay with sending that email.
You're sending out one to twoemails per week.
F it Be okay.
So many times I speak to bakersI'm like well, when was the
last time?
Well, I don't know what to sayand I don't want to come across
as salesy.
Why have you ever subscribed tosomeone else's email like
Nothing but Cakes or Cake Boss?
Every single email.
What are they doing?
They're selling.
If people don't want to hearthe message that they have, then
(20:46):
they remove themselves.
Remember, your marketing is toput you out there so that you
can attract the best and repelthe rest.
If a baker or someone whofollows my account doesn't want
to work with me or they thinkI'm selling that much, then
that's their loss.
And another thing on that thingtoo, because well, no, I'm
going to address that on anotherpodcast.
But just be okay with sellingyour products and your services,
(21:11):
because you have to provide foryour family, and people need to
.
They need to be able to connectwith you, they need to be able
to order from you, but, morethan anything, they need to know
that you're a business and notthat you're just a damn
nonprofit.
You're not out here doing thisfor fun and giggles honey.
You got to get paid, and sothose are three lessons that
I've learned from looking oversome of my most viral reels and
(21:33):
sharing my content, and I hopethat helps you as you work on
your content for the rest ofthis month or going forward.
If you enjoyed this episode,then do me a favor.
Please tag me on social mediaat baking for business or hit
that share button.
That would really really helpand share this podcast with
someone.
Before I logged on to thepodcast, for the longest, the
(21:56):
podcast has been in the top 2%worldwide, and now it's actually
in the top 1.5%, and so I thinkthat is so amazing.
So I thank all of you guys wholisten to the podcast.
I normally share a particularscripture during the podcast,
but this time I'm just going toshare a short prayer, since it
is my birthday and it'ssomething that I pray over all
(22:18):
of my students, regardless of ifyou believe or not.
Y'all know I'm a believer.
I'm not the best, I'm notperfect, but I serve the one who
it is, and it's called theprayer of Jabez, and it's really
really simple, but it isdefinitely my prayer for you
today and I pray that you'd beblessed.
Indeed, I pray that the Lordenlarges your territory, I pray
that his hand is with you ineverything that you do and I
(22:41):
pray that he keeps you far, faraway from evil so that you are
protected.
And I thank you for listeningand for tuning in.
I thank you for rocking with me.
I can't wait to talk to youagain.
Take care and bye for now.
Hey, sweet friends, my name is Chef Schaumburg.
I started my baking businesswith a bottle of DeSerono and
one Bundt cake pan.
Fast forward to today, fromnews to magazines, speaking on
national stages and more.
I can truly say that baking haschanged my life.
So now, as a bakery businesscoach, I get to help others have
the same success.
I've helped hundreds of mystudents across the world in my
(00:24):
global membership programsix-figure businesses, mainly
from home.
The Baking for Business podcastis an extension of that, from
actionable tips to valuabletools and resources that can
impact you as a business owner.
I truly believe y'all.
We would never have been givena gift if we couldn't profit and
prosper from it.
So come on, darling.
What are you waiting for?
(00:45):
Well, hey there, sweet friends,and welcome back to the Baking
for Business podcast.
I am so excited to be here withyou guys today.
This is actually my firstepisode since I took a
(01:05):
sabbatical.
So for all of you guys wholisten, who were subscribed to
the Baking for Business podcast,thank you so much for all the
kind words, all the requests.
I really do appreciate it.
I shared that I started a thirdbusiness, which I'm super
excited about, and not only that, but at the beginning of the
year, I opened my program, theEntrepreneur Experience, and it
(01:29):
had amazing response.
So shout out to all theentrepreneurs who sign up.
But also, I do like to bepresent in my programs, and so I
wanted that time with mystudents, and I'm grateful that
I took it.
And so to anyone who ever feelslike you need a break, and so
to anyone who ever feels likeyou need a break, you need to
breathe or you want to get away,do so.
Do so, because taking a stepback will always help you to
(01:51):
propel forward.
And nothing was missed.
The podcast is still one of thetop ranked.
You guys still listen.
There's still so many amazinggems on this show.
This is actually episode 80.
Yes, wowzers, so we willcontinue to grow and continue to
keep moving forward, goingforward.
I know I do want to do someYouTube, so the schedule of the
(02:12):
podcast may change.
It may just be biweekly, butit'll always be here, and I have
some awesome guests that arealready lined up for the rest of
the year some cookbook authorsand some amazing people.
So I can't wait to share thatwith you guys.
And then also next month, I'mgoing to be in DC, and so I'm so
excited for that.
Meta, aka Facebook, will beflying me out to DC.
(02:37):
This is my third time workingwith the brand, and so I really
look forward to being able to goto DC.
I get to meet with locallawmakers and advocate for
policies including cottagebaking, digital products and
anything else that is near anddear to my heart, and I'm always
thankful that Metta rewardsparticular creators and those
(02:59):
who are within the network ofall of their leaders, and they
allow us the opportunity to doso within the network of all of
their leaders and they allow usthe opportunity to do so.
So shout out to Metta and anystudents who are in DC.
You can always DM me onInstagram.
Let me know if you're in DC orthe surrounding areas.
I do think I'll be having ameetup or something, and I would
love to meet with you guys inperson, and so today we're
(03:20):
talking about three.
Today we're talking about threelessons I'm sharing from some
of my most viral reels, and Ifigured I would come back and
talk about content, because Iknow content is just something
that everyone struggles with.
Although we're not necessarilycontent creators, we are
business owners who createcontent After doing this for so
(03:43):
many years.
There's always lessons to belearned from everything and, as
I have a lot of coaching callsone-on-ones whenever I talk to
you guys and you guys book aone-on-one I noticed content is
always one of those core thingsthat so many people struggle
with, and so today I thought Iwould share three lessons, and
these aren't the tangiblelessons, like use a hashtag or
(04:05):
do a reel or you know, butactual underlining things that
really make up the biggerpicture of what our content
strategy should entail and whatit should look like.
And so, without further ado,let's go ahead and get into it.
Oh, and, side note, today's mybirthday.
(04:25):
Yeah, as I'm recording this,happy birthday me I am 39.
So I'm super excited to be backwith you guys on this beautiful
day and shout out to the Lordfor allowing me to see another
day, all right.
So what are these three lessons?
Well, one of the first ones isI have lots of different content
that goes viral and I'm alwayslooking at it and paying
(04:48):
attention to the hook.
What did I say?
The messaging and a lot of youguys who follow me on Instagram
at baking for business youshould all be following me.
You know that I love to typelong messages because I kind of
like my post to be like littlemini blogs or to actually give a
lesson, and so one of thebiggest things that I've learned
(05:09):
is be okay with beingcontroversial, and I know
sometimes as women, we thinkwell, church, religion, politics
there are certain things thatwe shouldn't talk about.
Online.
I'm trying to sell my bakedgoods.
There are even times where evenI've ran across people,
different races, and they maynot want to show themselves.
(05:29):
They're like well, you know, Iwant to hide and I definitely
don't believe in that.
We should all put ourselves ourface.
You know who we are out there.
But be okay with beingcontroversial, and I say that
because there's a couple ofpieces that I think are pretty
interesting and I'm going toshare with you some of the
lessons.
I know I have one piece ofcontent where I purchased a
(05:50):
pound cake for $99.
And the crazy thing is is thatthere are more bakers who
commented on that than actualpiece, than actual people.
Some people felt it was a wasteof my money.
I can do better with my money.
It's crazy.
They sell their pound cake for20.
So who would pay that?
And it's like that type ofcontent.
(06:12):
Be okay with sharing things thatmaybe people don't see an
opinion on or they don't see thesame opinion on it as you do.
Another piece of content thatwas pretty controversial I
shared I quit making customcakes and of course people were
like I shared I quit makingcustom cakes and of course
people were like well, it'sgoing to be hard to get orders.
Most people were trulysupportive, but there are always
a certain select of people whofeel the need to share their
(06:35):
opinion, and I get it.
This is America, we're allentitled to one.
But it kind of goes back torule one on one, like if you
don't have anything nice to say,don't say anything at all, and
then, plus, sometimes I thinkpeople forget that there is an
unfollow button.
You know, if you don't likewhat it is that I'm saying, you
can always unfollow me at anyparticular point.
I share my life, my journey, myexperiences, as well as the
(06:58):
experiences for my students.
So in your business, if you feela certain type of way, be it
about Trump, be it about acottage law, be it about
something that's going on inyour community, something that
you feel you wanna take a stanceon, something that you've
invested in and maybe otherpeople don't necessarily see it
as an investment.
Be okay with beingcontroversial and just sharing
(07:22):
your opinion and not doing itfrom an angle of ooh, I want to
just get people riled up, buthere's the thing about it
Content should have a strategy,and so if I'm not showing up and
if I am not being a disruptorin my industry and if I'm not
speaking on things that peoplethink should be hush hush or
they should be kept to the side,if I'm not addressing those
(07:44):
topics and I don't think that'sfair to call myself a leader,
especially in this industry.
And all of us are leaders,every single one of you guys
listening to this.
You are a business owner.
You are a leader in yourcommunity in your own right, and
so just think about that.
I know another prettycontroversial post, you can call
it.
I purchased some cookies fromLA Crumb that were like $120 a
(08:06):
dozen and again I had way morebakers and other people
commenting.
You know I don't think that'sright.
That's crazy.
They're ripping people off, butyou have to understand that
they have created a brand forthemselves and they are a
powerhouse, and more thananything, most of the time I
will say this hopefully it'snone of you bakers that are
(08:29):
listening to this podcast, butif so, let me go ahead and put
it out here.
If you're a baker and you feel acertain type of way because
another baker is charging more,please don't bash that person
because I'm trying to control mytongue.
But number one it says a lotabout you and your character.
Number two if someone is ableto get more money than you on a
(08:51):
particular item that they'reselling, what you need to do is
pull up a chair and take notes,because it could be the fact
that they're doing somethingthat you're not.
At companies such as Last Crumb, such as Southern Girl Sweets,
other companies that I choose toorder from and to learn from
and to use as an experience inorder to further our industry as
(09:14):
a whole, pull up notes, take achair, see what you can learn
from those, but telling me oh,you could have bought cookies
from me, or I could have bought.
Yeah, I could have.
But guess what?
I don't know you.
And why do I not know you?
Because you don't post?
Or because you don't show yourface there's no trust element or
because you don't have cookiesthat look like they're literally
(09:34):
worth 10 or 13 dollars percookie.
So why would I?
And that's the harsh truth thata lot of people don't want to
hear.
And so I say all that to justsay, please do not be that baker
, because I know pricing issomething that we struggle with
so much in our industry, andit's different because all of us
have a different rate of laborthat we charge.
(09:56):
All of us have differentexpenses, different costs.
The same flour I use won't bethe same flower that you use.
However, when a person publiclyputs their price online,
tearing down that person becausethey charge more than you,
because you're aka afraid orscared or you use cheap shit,
and this person is usingGhirardelli and Calibo and you
(10:17):
don't, that doesn't really giveyou grounds to come and attack
that person.
And I'm not the one or the two,and whenever it happens on my
posts, you definitely will gettold something, because I don't
think you get to come to myhouse, take a poop and then
leave.
It doesn't matter if it's onthe internet streets, on the
podcast streets, youtube orwherever, and so just keep that
in mind.
I, looking back, would stillorder from those companies again
(10:39):
.
I still love the fact thatpeople are doing things
different, and I know mystudents who I work with, see
the bigger picture, and sothat's just the hope that I hope
for all of you guys.
So, lesson number one be okaywith being controversial in your
content, whatever it may be,and also understand this.
(11:00):
People are naturally drawn totopics that challenge their
beliefs or spark debates, and itjust goes like that.
So by sharing controversialcontent, you're more likely
actually going to attractcomments, shares and overall
interaction, which is what theseposts did, which is why they
went viral, and so I know it'seasy.
(11:20):
Now we're in this generationwhere people just want to chat
GPT their content and you canreally tell.
You can tell with the littleemojis and everything like that
Chat GPT shouldn't be doing thework.
Chat GPT should be an assistantin the work that we're doing,
and so just keep that in mind,because when something doesn't
come across in your brand voice,people, like I said, people can
(11:41):
tell they're kind of gettingused to the format and it comes
across just very cookiecutterish, and so the increased
engagement can lead to highervisibility and reach.
Ultimately, that benefits yourbrand's awareness and it also
benefits your brand's exposure.
So, whatever it is, if you seesomething and other people are
(12:02):
like, oh, yeah, I love this, butyou're like, hey, I don't love
this.
And here's why be okay withsharing that as a small business
owner, because you're going tostart to attract a crowd of
people who feel like you do,even when no one's saying it,
and always, always, never beafraid or timid to speak about
what you believe in or to standup for whatever it is.
(12:23):
That's your truth.
Also, a thing with thecontroversial content is you
have to understand that itpositions you as a thought
leader and so, addressing thesetype of topics, it really just
allows your brand to demonstratethought leadership through
authenticity, because people getto see how real you are, that
you're not just made likeeveryone else, that you don't
(12:43):
just think like everyone else,and so that type of content it
really builds credibility andtrust with your audience, and
that's why so many people,whenever they say I'm struggling
to get sales off of social,that's really a trust issue.
If it boils down to trust, ifpeople don't trust the content
that you're putting out, ifpeople don't trust buying from
you because they don't feelcomfortable, if people don't
(13:04):
trust talking to you becausethey really don't know who you
are, a lot of that always goesback to trust, and so just keep
those things in mind when itcomes to sharing your
controversial or youropinionated content on social
media, whatever it may be.
And so that's the first lesson.
The second lesson is repetitionreaps rewards, and so, out of
(13:27):
all of my content, when I lookat my posts that perform the
best, I notice that most of thetime, they are pieces of content
that I've shared before, andthat's okay.
I tend to always tell you, guys, because so many of us struggle
with consistency, and one ofthe biggest reasons that we
struggle with consistency isbecause we're looking to always
(13:47):
create content versus curatecontent.
And so I get that we'recreatives, that we wanna make
something, bake something, butyou're also a business owner and
we wear lots of mini hats, andso if you ever feel like you're
burnt out on one end of thestick, then understand this
repetition is definitely yourfriend, and so, when I look at
(14:09):
those pieces of content, Irepeat content all the time, but
there's benefits to doing so.
Number one your brand shouldhave a certain message that you
want to share with the world,that you want to share with the
world, that you want to sharewith your community, that you
want to put out there, the morepeople hear your message.
I know you're thinking oh mygosh, I've shared this, I've
said this already, say it again.
(14:30):
You have no idea, especially asa business coach, how many times
I have to repeat myself.
Number one everyone doesn't getit on the first try.
Number two you can tell peoplethings I know.
There are students I tell allthe time they know it, but they
don't do it.
And then I tell people that too, I say, ok, well, you do
understand.
Knowing and doing are twodifferent things.
People always say knowledge ispower, knowledge is power, but
(14:55):
execution is powerful, and mostof the time it's the execution
that people have a problem with.
It's not necessarily theknowledge.
Most of you guys are walkingaround like little legal pads.
You know those yellow pads thatthe lawyers take notes on.
Your brain is full of stuff,but your hands executing it not
(15:16):
so much so.
And so repetition reaps rewardswhen you show up.
And there's an easy way to dothis If you're on your phone,
you're on Instagram.
Go to your insights, tapinsights.
Go to your content.
Look at content you share.
Tap content you share, scrollto the top, select two years and
(15:37):
then look at those first 12, 15posts.
Look at all the content thathas ranked the best and find a
way to remix it, find a way toredo it, upcycle it.
But if you feel like gosh, Idon't have anything to post,
I've said everything already.
Say it again, becauserepetition reaps rewards, and
that's one of the biggestlessons that I've learned in
(15:59):
putting my content out there isjust in maintaining consistency.
It's about showing up, because,number one, someone new is
following you every single day.
Number two, the person whoalready follows you.
They probably need to hear thatmessage again.
And then, number three, theperson that's warm to you.
It just reminds them that hey,you are there.
(16:19):
You're there for thisparticular service or this
particular baked good that theywant to buy.
And so all that really is doingis stamping in their head who I
need to go for when I wantbaked goods or when I want
desserts.
Most of you guys on social mediayou hide behind a logo, because
you're always putting your logo, like in your profile picture.
You have a logo here, you'restamping it here, stamping it
here.
(16:40):
But the real stamp to get inpeople's minds is just to
consistently show up.
When people see you, they can'tignore you, and so, with so
many people, a big thing.
They'll say you know, I have atraffic problem.
No one comes to my website, noone goes here, and I'm like that
all boils down to visibility.
If more people knew about you,more people would visit your
(17:00):
site, more people would visityour social media profile.
So just take that little nuggetand remember repetition reaps
rewards.
It's not about what you cancreate, but more so about what
you can curate.
And then the last lesson be okaywith selling your products.
And this is so big because somany of you guys it's like you
(17:25):
don't want to feel iffy.
Or you say, chef, when I sellor when I make a post and I'm
advertised, I feel iffy.
But here's the thing about ityou really have to reframe how
you look at selling.
At the end of the day, thatperson is going to buy, whether
it be from you or whether it befrom someone else.
I look at sales and the productsI have as a way of serving.
I have to serve people.
(17:47):
If I take my all and I put itin a class, I put it in a course
, that's because nine out of 10,someone has asked me, someone
wants the steps, someone wantshelp.
And so if I wake up every dayand people ask me for help and I
deny that, then I'm not reallywalking in my gift.
And so if God is giving you agift but you're afraid to open
up your mouth, y'all know how Ifeel about that Closed mouths
(18:08):
don't get fed.
So what I encourage you to doright now while you're on your
phone, is I actually want you topull up your social media,
particularly Instagram, becauseit's my jam or TikTok, and I
want you to look at your lastnine posts.
And out of your last nine posts, how many times did you
specifically tell a person bookwith me, order with me, call me
(18:28):
now, drop the word Now.
If you're one of my studentsand you're a member of the
entrepreneur community, Ialready know you're doing this
multiple times each week,because I provide my students
with captions every single monthand their captions are sales
oriented.
So every single caption ismaking sure that they do have a
call to action.
But for those who are not mystudents, you have to understand
(18:52):
when you're creating your owncontent strategy, you have to
ask for the sale.
You can't expect people to buyfrom you if you never really
tell them how, where what thatbuying process looks like.
Do you have a mock-up on yourpage?
Is it in your highlight?
Do people know what theordering process from you
actually entails?
And so think about those things, because sometimes we're afraid
(19:14):
to open our mouths, but whenyou do that now people don't
know.
Are you a hobbyist?
Are you a soccer mom?
Is this really even alegitimate business?
Because you never really ask adirect people to buy your
products.
So be okay with selling yourproducts.
Out of all my viral content,they all linked to a product or
a service which increased salesfor my business and for my brand
(19:37):
, and so I'm never afraid tosell, because when I sell again,
it's a level of service thatI'm offering.
If me selling too much bothers aperson, then that person is
just not for me.
I do a hell of a lot of shitfor free.
Too much bothers a person, thenthat person is just not for me.
I do a hell of a lot of shitfor free, and chances are you do
too.
I'm pretty sure that you haveprobably contributed to a school
function, you've probably donea banquet, you've probably
(20:01):
donated, showing up and puttingout content.
That's a version of service,and so it would be wrong for you
.
You would be robbing the worldof the talent that you have.
You would also be robbing yourfamily of the opportunity that
you have to provide for them ifyou do not show up and open up
your damn mouth and ask for thesale.
So, be okay with making saleson social media.
(20:24):
Be okay with sending that email.
You're sending out one to twoemails per week.
F it Be okay.
So many times I speak to bakersI'm like well, when was the
last time?
Well, I don't know what to sayand I don't want to come across
as salesy.
Why have you ever subscribed tosomeone else's email like
Nothing but Cakes or Cake Boss?
Every single email.
What are they doing?
They're selling.
If people don't want to hearthe message that they have, then
(20:46):
they remove themselves.
Remember, your marketing is toput you out there so that you
can attract the best and repelthe rest.
If a baker or someone whofollows my account doesn't want
to work with me or they thinkI'm selling that much, then
that's their loss.
And another thing on that thingtoo, because well, no, I'm
going to address that on anotherpodcast.
But just be okay with sellingyour products and your services,
(21:11):
because you have to provide foryour family, and people need to
.
They need to be able to connectwith you, they need to be able
to order from you, but, morethan anything, they need to know
that you're a business and notthat you're just a damn
nonprofit.
You're not out here doing thisfor fun and giggles honey.
You got to get paid, and sothose are three lessons that
I've learned from looking oversome of my most viral reels and
(21:33):
sharing my content, and I hopethat helps you as you work on
your content for the rest ofthis month or going forward.
If you enjoyed this episode,then do me a favor.
Please tag me on social mediaat baking for business or hit
that share button.
That would really really helpand share this podcast with
someone.
Before I logged on to thepodcast, for the longest, the
(21:56):
podcast has been in the top 2%worldwide, and now it's actually
in the top 1.5%, and so I thinkthat is so amazing.
So I thank all of you guys wholisten to the podcast.
I normally share a particularscripture during the podcast,
but this time I'm just going toshare a short prayer, since it
is my birthday and it'ssomething that I pray over all
(22:18):
of my students, regardless of ifyou believe or not.
Y'all know I'm a believer.
I'm not the best, I'm notperfect, but I serve the one who
it is, and it's called theprayer of Jabez, and it's really
really simple, but it isdefinitely my prayer for you
today and I pray that you'd beblessed.
Indeed, I pray that the Lordenlarges your territory, I pray
that his hand is with you ineverything that you do and I
(22:41):
pray that he keeps you far, faraway from evil so that you are
protected.
And I thank you for listeningand for tuning in.
I thank you for rocking with me.
I can't wait to talk to youagain.
Take care and bye for now.
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