June 4, 2025 • 44 mins
#003 Part 3 of 3 of How to Build a Successful Candle Business.
Transitioning from candle maker to business owner requires a fundamental mindset shift and strategic marketing approach that goes beyond mastering wax and fragrance combinations. Sabastian shares how Garsnett Beacon Candle Company built a sustainable business by focusing on customer needs, overcoming imposter syndrome, and implementing systems to prevent burnout.
• Shifting from hobbyist to business owner means focusing on what customers want, not chasing every trend
• "Non-offensive" scents like citrus consistently outperform polarizing fragrances like patchouli or intense florals
• Imposter syndrome affects every aspect of business, from making candles to pricing to wholesale outreach
• Persistence with wholesale follow-ups is crucial - at least 70% of their 140+ accounts came from follow-up emails
• Email marketing should balance value-based content with promotional messages tailored to your niche
• Community-based marketing through sponsorships and local media creates powerful word-of-mouth opportunities
• Delegating tasks through product exchanges can help solo entrepreneurs (candles for photography, bookkeeping, etc.)
• Creating standard operating procedures (SOPs) early prevents bottlenecks as your business grows
• Time-blocking techniques like batching social media content creation prevents daily overwhelm
• Launch collections strategically - fall scents should reach retailers by August, winter by mid-October
Follow us on Instagram @CandleBusinessPro and message us about obstacles you're facing in your candle business. Check out our free resources including our candle making supplies checklist and candle calculator at CandleBusinessPro.com.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Welcome back to the Candle Business Pro podcast.
This is part three of ouropening episodes giving you a
bird's eye view of how westarted our business.
In episode one, we discussedour why and how we got started.
In episode two, we discussedthe sales channels that we use
to move our products, and todaywe're gonna talk about mindset
marketing and making it last.
(00:23):
Starting next week, we will dodeep dives into specifics, but I
wanted to open up this brandnew podcast by shaping an
overall picture of what it takesto run a successful candle
business.
(00:45):
Okay, so let me be real with you.
Candle making is the easy part.
Building a business around it,that's where the real work
starts.
There will be days you feellike a total imposter, days you
question your prices, your postsand even your purpose.
I've been there, but I've alsocome out the other side with
more clarity, community andconfidence than I've ever
(01:07):
expected.
In this episode, we're talkingabout what it actually takes to
keep growing without burning outand how to build something that
truly lasts.
So let's jump in.
I'll show the mindset stuffthat we had to work through, the
kind of marketing that actuallyhelped us grow, and how we've
managed to keep things movingforward without totally burning
out, All right.
(01:27):
So the first thing we have to doif we want to have a candle
business is we got to shift ourmind from candle making to a
business owner.
So we aren't just going to beable to make candles that we
want, that we just enjoy all thetime and turn it into a
business necessarily.
Now we do want to as Imentioned in a previous episode
think about a niche that we kindof already belong in, so we'll
(01:49):
already have a really good ideaof what our customers are going
to want.
We have to make further shiftswith our mind to understand that
we are now trying to run abusiness.
So we can't always be chasingthe latest trends because we
want to.
We have to be thinking aboutwhat is it our customers want?
So shifting from being a candlemaker to a business owner is
(02:11):
one of the first things we haveto do.
If we don't do that, we'regoing to start chasing the
latest trends in waxes, thelatest trends in oils, and we're
going to start kind of beingall over the place and losing
sight of what our focus is.
Now there are going to betrending oils out there that our
customers may want, forinstance, the last couple of
(02:31):
years Santal has been a superpopular scent.
It was one of our biggestsellers last summer with our
customers.
They just loved it.
It was following that trend inthe perfume space.
There were a lot of popular anddesigner fragrances out there
that were introducing Santal asa scent note and it trickles
down to the candle space andthat one has done really well
(02:54):
for us.
But there are other designerfragrances out there that people
are chasing after and theydon't necessarily do well
amongst our wider audience.
So that's something just to becautious of is chasing the
latest scent trend, becauseoftentimes they'll come and go
pretty quickly.
Another scent that did reallywell for us this last 12 months
(03:14):
is going to be like a grapefruitscent.
It's one of those scents thathave kind of come in and it's
been popular and it's been inother spaces outside of candle
making recently, and so that'ssomething that we started
selling within our candle line.
We have a line called Duoswhere we blend a couple of
scents together.
So it's not just a grapefruit,we're blending it with something
else, but it was really popular.
(03:35):
It's almost a buzzword, youknow, in a way where people are
seeing it and they're buying it.
In fact, we were getting a lotof traffic on our website of
people buying those type ofcandles.
They are people that aresearching for something online
and, because of the SEO thatwe've done on our website, they
are landing on those productsand buying those, which is
fantastic.
So it certainly is important tostay up on some of the trends
(04:00):
that are more widespread, butbecause of just when a fragrance
line comes out from one of oursuppliers, going and buying all
12 of them and thinking that youneed to create your entire
business around those becausethey're the newest, they are
just putting out more productbecause that's how they operate.
They want to continuously giveus great scents, and most of
(04:23):
these scents are great, but youdon't need to shift your
business to the latest trends.
So our classic line of candlesour Sugar Lemon Candle, our
Hello Sunshine, which is gonnabe like our orange agave citrus
blend those type of scents we'vehad since we started three
years ago and this is our numberone selling candle it's our
Sugar Lemon Candle.
(04:44):
I always recommend anyone that'sstarting brand new to start out
with having at least a coupleof citrus scents in your
business.
I know I'm getting a little bitoff topic here, but I want to
let you know what's reallyworking for us is having our
citrus scents and then building,of course, other scents in
there, but definitely havingthat, because those are scents
(05:05):
that what I say to people isthey're non-offensive.
No one's going to smell thatSugar Lemon Candle of Ours or
that Hello, sunshine Candle ofOurs, that is that you know that
orange peel that I justmentioned.
They're not going to smell thatand not like it or be, like you
know, appalled at that scent.
It might not be the scentthey're going for, but it's not
(05:26):
one of those that they're takenback by.
Now, some of those scents thatthey might be taken back by are
gonna be those overly masculinewoodsy scents sometimes people
don't like those or a superfloral, like a lilac Some of
those types of scents people arelike, oh no, I don't want that
or think of, like a patchouli, apatchouli scent people either
love it or hate it right.
Or an incense scent people loveit or hate it.
(05:47):
With a citrus scent, it's oneof those that, even if they
don't buy it for themselves,they weren't turned off by it
right.
So they are our best sellers inour shop.
So, thinking about what peopleare going to continuously buy
and making sure that it fits inwith your brand, with your
niches.
That is really how we have toshift our minds.
So stop chasing after thelatest thing.
(06:08):
You got to start thinking abouteverything from a business
owner's perspective, and thatgoes not only just within the
products that you're making.
It also goes to vessels as well.
Vessels is one of those thingsthat are always coming out from
suppliers that we don't need tochase after the latest thing.
We make our classics in a.
They're 10 ounce pours, they'rein 12 ounce plain glass,
(06:29):
straight sided jars that we putlabeling on.
We're not chasing after thelatest vessel For one.
Vessels are expensive and we'llget into more price points in
an episode coming up here reallysoon about price points and how
to get your cost of goods downas low as possible so that your
margins can be wide enough.
So you can do a lot ofdifferent cool things with your
(06:49):
business.
But it all starts with havingjust solid candles, and so we've
had these candles for overthree years now and we haven't
swapped them out.
Besides, when we first started,we did have that super lilac
candle.
We had to cut that right awaybecause it did not do very well
for us.
We also had one of those freshlinen scented candles that I
personally love.
I absolutely love that scent.
(07:11):
Our customers didn't, and so itwas good to know.
We cut those from our line andwe kept that line.
We didn't swap out anythingelse there.
So that's one thing to keepyour focus on is being a
business owner and makingdecisions as a business, not
necessarily chasing after yourpersonal wants within the candle
space and fragrances andvessels and all of that Okay.
(07:34):
So the second thing we had toget over was imposter syndrome.
Now I'm going to be reallyhonest with you.
It will continue to come backand creep its ugly head up
anytime we're doing somethingbrand new.
So when we first started, theimposter syndrome was can we
even make candles?
Why are we struggling?
(07:54):
Why can we not make candleslike we have bought from markets
and from stores and from othercandle makers?
Why can't we do this?
And so we had to get into theunderstanding of how and why the
candles do what they do, rightwhen we're making them.
Once you have that foundation,you're making candles, which is
a very long struggle to getthrough for many people.
(08:16):
There are so many times we werejust like this isn't for us,
let's get into baking cookies.
In fact, we almost had Chadopen up a chocolate chip cookie
business.
That's all it was going to be.
It was just me and chocolatechips it was you.
You bought just this one kindthat we had.
We were going to start withthat and expand from there.
I'm so glad we did it.
I'd be so much heavier rightnow because I absolutely love
(08:38):
his chocolate chip cookies.
They are fantastic.
Maybe we'll do that one day.
But we stuck with the candles.
But it's so hard to think Ican't do this, I'm not good
enough.
Why am I not getting it right?
And, honestly, a lot of itcomes to looking for answers in
too many places, not necessarilythe wrong places.
It's OK to use YouTube to learnhow to make candles.
(09:01):
It is OK to rely on some of thesocial media groups.
That is all fine to do if youwant to spend the time doing
that.
It's one of the reasons why wecreated our candle making course
just to get people from A to Bas quick as possible.
We say you can go from brand newto selling candles in 28 days.
Four weeks of going through it,you're going to understand the
testing for how we make ournumber one selling candles.
(09:24):
You know some people are goingto go through it slower.
They're not going to haveenough time to go through it at
that speed, and that's totallyfine.
But you also have to have themindset that and the confidence
that you can do it and impostersyndrome will continuously creep
up.
So when you get that, realizethat that's all it is, that it's
completely normal and you aregoing to get through it.
(09:44):
So with us, I personally faceit every time we do something
new.
So when we were making candleswe had that.
Once we figured out how to makecandles, it was okay.
How do we sell these candles?
How do we build a Shopify store?
How are we going to get trafficto that Shopify store?
Why am I going to be able totake business away from some of
(10:05):
these big chains and retailersthat people are buying their
candles from?
When we go and see prices ofother candles and think, gosh,
like that candle at that storewas only $8, $10.
That's how much it cost me tomake my candle.
I got to sell my candle for $30.
How am I ever going to be ableto sell them?
Remember, it's all about thatniche and who you're selling to
(10:30):
that customer that's buyingthose $5 candles at Walmart.
That's not my customer, mycustomers.
It's not that those aren't goodcandles, they're just not my
customer.
My customer's not shoppingtheir candles.
My customers are shopping smallbusinesses, like I spoke about
in the previous episode, andwe'll dive a lot more into that
coming up.
But don't compare your pricesto others unless you are in the
exact same niche and you'reselling to the exact same
(10:51):
customer, and most likely that'snot going to be the case.
But to continue with theimposter syndrome discussion, we
had it when we started sellingcandles.
We had it when we startedreaching out to do wholesale.
I couldn't get people to buyour candles right away.
I send one email and theydidn't say yes, I will place in
a wholesale order.
So I thought we had problems.
I thought we're never gonna beable to do this.
(11:11):
It took some understanding ofhow wholesale work, what kind of
emails needed to be written.
All about the follow-up.
I will give you this tip thefollow-up is the number one way
to grow your wholesale business.
You will reach out to lots ofpotential retailers.
If you are not following upwith them, you will not succeed.
(11:35):
I think that at least 70% ofthese wholesale accounts that we
have we have over 140 of themnow since we started wholesaling
about three years ago we're atabout 140.
It would be more if we weren'tso focused on our retail,
direct-to-consumer side and wejust went all in with wholesale,
which is a fantastic way if youdon't want to deal with the
(11:56):
public, necessarily, or selldirectly to customers.
If you want to do wholesale,it's a fantastic avenue to go
down.
But you've got to be able to doa couple of things with
wholesale.
You've got to be able to acceptrejection.
Usually, rejection is going tocome in the form of just not
getting a response.
People are just going to deletethe email, but you have to
continuously follow up with themuntil you get that.
(12:17):
No, you're now a business owner.
Your focus is selling candles,so when you email potential
retailers that carry yourproduct and you don't get a
response, you need to follow upwith them.
Generally, what happens isthey're just too busy.
They don't respond to you tosay no, thank you, or yes,
please let me.
Let me know more, cause, as aretail owner myself we have
(12:40):
three stores I'm super busy whenI get emails from potential
makers that want us to carrytheir brand.
I would absolutely love to diveinto and see what they have.
That's how we we've got.
We stock tons of differentmakers in our stores not candles
, but we have perfumes, we havesoaps, we have people that make
dips, we have people that makehats.
(13:02):
We do, we have, we carry, allkinds of locally made plenty of
jewelry, uh, of course.
Uh, all of that's all locallymade that we like to to stock in
our shop.
So people are reaching out allthe time.
There's what happens.
You're going to send me anemail on Saturday afternoon
because that's when you havetime off as the maker.
I'm busy in my store.
I look at your email real quickand think, oh yeah, I'll get
(13:23):
back to them on Monday.
I'm going to move that into afolder that's follow up later.
That folder never gets checkedand then I just forget and then
I'm on to just operating and,you know, keeping the wheels
moving with my business.
Now down the road I might think, oh shoot, didn't someone reach
out that was was selling thatthing that we need?
Let me go and try to find thatemail.
(13:43):
I'm never gonna be able to findthat email.
So you've got to follow up.
At least 70% of the wholesaleaccounts that we have gotten
over the last few years havebeen from that follow-up email,
that reminder that we're sendingthem that we would love to have
our products in that store.
So that was another case ofimposter syndrome.
Was all of those no's or justlack of responses?
(14:06):
Then, when we open up a brickand mortar store, we're going to
have those days where we havezero sales.
We're paying staff members tobe there managing the store and
they get zero customers comingthrough those doors, especially
here in Michigan where we havereally long, cold winters.
We can't just close down.
(14:27):
We still have to at least coverour overhead and our expenses.
So there's very, very few daysever that will completely close
the shop, because in Michiganpeople are used to getting out
in the winter and the cold, sowe got to be there.
But there will be days that wemake no sales.
We have rent to pay that day.
We have the payroll of theemployees that are working that
(14:47):
day.
So we're going in the hole thatday, right, we're going
negative on those days.
You just have to be able tobalance as a business owner that
you're going to have those typeof days, but when we would have
those days, I would think isthis it Like?
Are we done?
Like is it?
Are we never going to get acustomer again?
Have people just lost all oftheir interest in us?
You sleep on it or you losesleep about it, and then the
(15:11):
next day you're going to getsome sales.
It's going to start working outfor you again.
Same thing that's going tohappen with your online store.
You open up an online store.
If you've done the things youneed to do, which is, you know,
seo, optimizing your metadescriptions, your product
descriptions, your titles, yourphotos you can't go halfway.
I don't want to get off topictoo much here, but you can't go
(15:34):
halfway in anything you do as abusiness owner, because there's
so much competition out there.
You just have to rise abovewhat the others are doing.
That's what we've done.
I don't want to say thatthere's nothing special about
our candles.
I have so much love andadmiration for the work that
Chad has put into creating allof these scent blends for us.
Our team makes outstandingcandles that perform really,
(15:57):
really well, but what we'redoing, others can do.
The thing is, we're workingharder than most people.
So if you want to make thiswork.
You just got to work harderthan most people and you got to
keep trying and not giving up.
If you open up a website andjust throw a few photos that you
took and pop them out there,they're not cohesive, they don't
(16:20):
show the brand, they're notexplaining the story.
If you have, there's certainareas of your website that you
really need to optimize on.
Have you filled out the aboutus section?
Do people know who they'rebuying from?
If you haven't done thosethings, then you haven't done
the best that you can on yourwebsite.
Right, and we know that.
We.
We know when we can do a littlebit more.
(16:41):
I I know that I need to movesome things around on my website
.
We have some items that areselling better than others that
I want to make sure more peoplesee.
I need to do that.
I got to find the time to getthat done right.
Our photos we have gotten themto a place that we are really,
really happy with them.
It works.
Our customers like it.
It looks sleek, but it took usa while to get there and there
(17:04):
was a lot of navigating that wehad to do to get it there, but
we knew we had to do that tocompete with other candle shops.
So you just got to work harderthan the next person and rise
above when other people aregoing to want to give up.
You're going to have those downdays, that imposter syndrome is
definitely going to creep up onyou, but you just got to keep
working through it and if you dothat, this is going to end up
(17:25):
working out for you.
It might take some peoplelonger than others, but it's
going to work for you.
Okay.
So now let's talk about a fewmarketing tactics that we've
used from day one that havereally helped us with our
cleanup business.
So the first one is going to beemail marketing.
Email marketing, building alist and staying consistent is
going to be key for thelong-term success of your
(17:49):
business.
You have to be able to collectand communicate with your email
list consistently.
You just have to, whether youare out at pop-up markets or
you're selling online, you'reselling to coworkers or even if
you're selling through socialmedia channels.
Collecting those customers'email addresses is going to be
huge for rapid growth in yourbusiness, because you're going
(18:12):
to want to have an emailmarketing plan that lays out
when and how you communicate tothem through email.
It's not always just aboutselling them and all the emails.
It's not hey buy this, hey buythis, hey buy this.
It's about providing value toyour customer based on the types
of emails that they would wantto receive and based on what
(18:35):
your niche is.
That will dictate how you writethose emails.
So back to the analogy that Ispoke about in an earlier
episode about, say, you had aline of candles.
It's all about world travelers.
You can send them emails thatare not just about selling and
buying this candle.
It would be travel tips, itwould be places to explore some
(18:57):
of the top 10 destinationsthings like that to them.
If you were building an entirebrand around, say, zodiac sign
and astrology, you know fromevery Zodiac sign, when they
change over, you can be sendingout an email to your list with a
story related to that.
So you're not always justselling them.
That is not what emailmarketing is.
(19:18):
What we want to do is stay topof mind with our customers so
that when they are ready to buysomething, you're in their inbox
, they're remembering you andthey're going to buy from you.
So that's a little bit aboutemail marketing that we do.
It's been part of our journeyfrom day one and it's really
helped us to grow because, asI've mentioned in an earlier
(19:39):
episode, anytime we had thoseslow days and, for instance,
when we just talked about theslow days in the shop where we
got no one coming into ourstores I can send an email out
and I can talk about howmiserably cold and icy it is
outside and how my customersshould want to stay home, enjoy
a nice candle and cozy up.
(19:59):
Here's a candle that werecommend doing that with right
now, and so we can subtlypromote some of our products in
email.
Social media, social media thisis a social media world.
So many people are addicted toit.
We're on our phones too much.
We're scrolling, we're watchingstories, we're watching TikToks
whatever the latest craze isout there right now.
(20:20):
Right, social media people loveit or hate it.
I enjoy it when it's not work,but so much of what we do with
social media now is work related.
But we have to do it.
We can't say I don't want to dosocial media, I don't want to
promote my products, because itis just the way the world
operates.
If the world's on social media,I'm trying to sell my candles.
(20:42):
As a business owner, I have topromote my products, and the way
we do that is through socialmedia.
You do not need to have a largefollowing.
In fact, three years into this,we have less than 3000
followers, I believe, on ouraccounts, and we still promote
(21:03):
through our social media andsell a decent amount from
whenever we're promoting aproduct to them, clicking on
that link and going out to ourwebsite.
It's all actually tracked rightin our Shopify of where they
come from, and so we're stillgetting decent traffic when we
promote on social media.
But again, just like our emailmarketing, it's not all about
selling.
You want to break up yoursocial media content into
(21:27):
different categories.
We want to be giving advice andgiving tips, whether it's
wellness tips, whether it'seco-friendly tips, whatever your
niche is right.
Using the same type of contentthat's going to be in your
emails is what you're going todo on social media.
In fact, what we'll do is we'lltake a photo, we'll put a
caption with it for social mediaand then we will turn that into
(21:49):
a longer form for email so thatwe're getting in front of the
majority of our customers,because social media is only
going to show to just a smallpercentage of your customers,
because meta and all thesesocial media platforms want you
to pay to promote your posts,and if you don't want to do that
(22:10):
, you're going to have tocontinuously post often.
But also making sure thatyou're following up with social
media.
Now, another way that marketinghas done well for us is just
word of mouth.
When we are out of markets,people buy our products.
And word of mouth, becausepeople do talk about products
that they love Also.
(22:31):
You talk about products thatthey love Also.
When your product is insomeone's home, if it has a
label on it that has a uniquelogo and branding that sticks
out, people are going to want topick that up.
How many times have you beenover at a friend or family
member's house?
You smell a candle, you love it, you look at it and now you
know where to go and buy thatcandle.
(22:52):
That's just how it works, right?
That's how word of mouth isgoing to work, and so making
sure that you have branding andlogos that are going to stick
out and be memorable tocustomers is going to be a way
that word of mouth is reallygoing to help you.
Okay, so another marketingstrategy that does really,
(23:14):
really well for us is going tobe that community-based
marketing.
So that's going to be doingfundraisers.
That's going to be doing thingssuch as just wearing shirts
with your logo on it out inpublic.
When you go to the gym, wear ashirt that says Garcinet, Beacon
, canto Company on it.
Having conversation with people, the waitress and waiters at
(23:35):
restaurants will ask us about abrand.
When they read that, they'relike, oh, what is that?
Or they may recognize the logobecause we will sponsor softball
teams, kids, sporting events.
We will do all kinds of thingsin our community and making sure
that we attach our brand andour logo to it.
One of the things that we liketo do is all the nonprofits out
(23:57):
there that are always asking fordonations and sponsorships for
the theater, for sports teams,for church groups, all kinds of
things out there.
Instead of making a personaldonation from yourself, make it
on behalf of your brand.
That way, the recognition goesto the brand, right.
(24:20):
So when you are at a kid'sbaseball game, right, and they
have all of the signs out in thefield and it's thanking all of
the sponsors that havecontributed to their season,
instead of having SebastianGarznett on there, I want to
have Garznett Beacon CandleCompany.
When we make a donation to ourlocal nonprofit theater, I want
(24:45):
it to be listed that GarznettBeacon Candle Company was that
sponsor, not Sebastian Garzin.
Also, what's fantastic aboutthat is these are generally
going to be business expense taxdeductions that you're gonna be
able to take at the end of theyear to reduce the taxes owed on
your business.
So that's one of the fantasticthings about making donations on
(25:06):
behalf of your business.
So we do lots of fundraisers.
That gets people to come intoour store.
But before we even had ourstore, we were doing these
fundraisers, reaching out to thedifferent nonprofits, setting
up a campaign with them andutilizing their email list and
their social media channels topromote your business.
So doing all types of things inyour local community is really
(25:29):
going to help you get your nameout there.
In fact, when me and Chad firststarted, we were making candles
in the bedroom, the spare roomof our house.
We moved into the smallest roomof the house so we can make
candles in the largest room.
We reached out to the newsstation because there was a
festival coming up called TulipTime, which is really popular
here in Holland, michigan, and Ireached out to the news saying,
(25:51):
hey, we have this two of timethemed candle that we made.
We're a small business.
We would absolutely love if youyou know, if you wanted to do a
segment on that.
We actually do a PR workshopinside of the inner circle that
explains and gives a templatesfor how we reach out to all
different things, from yourlocal newspaper to how we got an
(26:13):
Oprah daily, how we got inparade magazine, all of that
stuff Right.
So we are always doing outreachand you don't have to have a
storefront to do any of thatstuff.
You just have to have a brand,you have to have a website, you
have to have your social medias.
You have everything in placebecause there is going to be a
trust factor that they need toresearch.
But we reached out to the localnews.
They came to our house and wesat there in that candle making
(26:34):
room and did a news article.
That was the biggest weekend ofsales we ever had because it
drove so many people to ourwebsite that weekend.
It also opened up a lot ofopportunity to do wholesale in
our community, because then allthe stores saw that.
A lot of stores startedemailing us saying, hey, we
(26:56):
would love to carry your candles, we would love to carry your
candles, because obviously theyknow that they're going to be
able to make money on thembecause we are getting publicity
for them.
So the next thing that we haveto do when we are shifting our
mind from being a candle makerto a business owner is think
about our launching ofpromotions and collections.
When and how are we going tolaunch new releases out to our
(27:22):
customers and when are we goingto do that?
It's key that we are gettingour products to them when they
want them.
Now I do think that it's kindof insane these days that it
will be April and we'll startseeing Halloween stuff pop up
right.
It's just crazy how early thesebig box stores are promoting it
(27:42):
.
But we do need to keep in mindespecially if you wanted to go
down the wholesale route thatpeople that are buying wholesale
retailers that are stockingtheir shelves for fall and
winter are definitely for fall,starting to plan for that in
April and May because they needto have that fall stuff by
(28:05):
August and then by July theywant to have their plan for
winter already done so that theyknow where they're going to
stock.
So we get a lot of our holidayseason wholesale orders
submitted to us in July.
Now many of them know thatthey're not going to get those.
We will have a posted releasedate.
(28:26):
So for our winter productsgenerally, we're going to go
ahead and get those started outto the retailers by October 15th
and our fall stuff we're goingto have to our retailers by
August 1st because, depending onwhere they are in the country,
cooler weather is going to startto happen and creep in and then
you're going to see Starbucksis promoting their pumpkin spice
(28:46):
latte or whatnot Like in August.
When people go into thatmindset they want to have those
candles.
So you do want to think ahead.
We have a business planner onour website that you can check
out.
It's like 207 pages.
It's super robust.
But one of the things inside ofit is the launch strategy and
(29:06):
so you can think about and youcan map out when you are going
to launch specific collectionsand so thinking ahead for that.
You can't wait until December1st to put out a holiday
collection.
It's just not going to work.
One of the other things insideof that business planner is you
can do a SWOT analysis.
If you're not familiar withwhat a SWOT analysis is, it's a
(29:28):
template like a worksheet thatwill have it broken up into four
different sections.
It's going to be your strengths, your weaknesses, your
opportunities and then yourthreats.
So that's what a SWOT analysisis Completing that can really
shift your mind to making youthink like a business.
So that's something that youmay want to check out and see if
it would be something good foryou, depending on where you're
at in your business growth.
(29:49):
So that is launching promotionsand collections making sure
that you're doing this withadvanced notice so that your
customers will be able to getyour products when they are
needed.
So one of the things that'sgoing to happen as you are
building out all these differentareas of your business you're
going from a maker to a candlebusiness owner and you've got
your hands in so many differentthings the stress is going to
(30:12):
rise.
You are going to startexperiencing some burnout.
So when you start to experienceburnout, you have to start
minimizing the tasks that you'retaking on.
For instance, I said that Ineeded to move some things
around on my website, but that'sjust not the highest priority
for me right now.
(30:32):
If I mentally get burnt out onmy business, I'm not going to be
able to operate my best.
It's just like if you'regetting burnt out at home.
Sometimes you just need a break.
Do what it is that you need todo to make sure that you keep
your mental health in the rightspace and I'm trying to avoid
burnout and recognizing thesigns of burnout in advance, so
(30:54):
that you don't go too far withthat, into where you just want
to give up, because that's whata lot of people will end up
doing is I'm not getting sales.
I'm trying this, I'm tryingthat I'm burnt out.
I don't want to do this anymore.
Try to recognize when that'sstarting to creep up on you and
take a step back and reevaluateall the efforts that you're
putting in there and try tominimize and only prioritize the
(31:17):
ones that are actually movingyour business forward at this
time.
For instance, right now it'sMay of the year and we are going
into our really busy season atthe store.
I can't put all the focus thatis required of the
direct-to-consumer, my retailstores and also working on my
(31:38):
wholesale and on my privatelabel and these other different
candle lines that we're comingout with.
I just can't do all of it atonce.
So I have to prioritize whatmakes the most sense for us
right now and put some of thoseprojects on the back burner,
because I know if I get to apoint where it kind of boils
over and I'm just like I need totake a week off, I know my
(32:00):
business is going to suffer fromthat.
So I need to recognize thosesigns in advance.
So when you start to think thatyou're getting burnt out, that
means you are getting burnt out.
Take a step back and relax andtry to shift your mind back to
remembering why you enjoyedcandle making in the first place
.
Now, one of the things that doeshelp us avoid burnout now is
(32:24):
making sure that we build outthe systems and we delegate out
the work properly.
I'm one of those that I oftenhave a mindset of.
If it's going to take me a halfhour to explain to you how to
do the task, it's only going totake me 20 minutes to do the
(32:45):
task myself.
I'm just going to do the task,but then, when that task has to
happen again next month, I'mjust going to do the task, and
then at the end of the year, youput in hours amongst hours of
that task, when I should havejust spent 30 minutes months ago
teaching someone else how to doit.
It's something that I've alwayskind of liked the ownership of
(33:05):
a lot of projects but I have tolet some of that stuff go and
you're gonna have to do the sameas you grow.
You're gonna have to startdelegating out tasks.
Now, many times, we'reoperating this on our own and I
totally understand that.
But do you have family members,friends, that want to help you
out with your business?
Do you have a friend that'sfantastic at social media and
you're just like hey, can Itrade you candles for you to do
(33:27):
the social media for me?
I'll pay you in product.
Can you do that for me?
In fact, all of the photographythat we started out on our
website with was an exchange ofproduct with someone that was a
professional photographer.
So swapping out what you can dowith others that have a skill
set that you don't have is agreat way to try to avoid
(33:49):
burnout.
So delegating out some stuff.
If you need your books in order, is there a bookkeeper that you
know, a family friend, thatwould love to have dozens of
candles from you at Christmastime to give out as gifts and in
exchange, they are going tohelp you keep your books right.
So think about ways that you canswap out work with people, also
myself.
We do have a staff, so there'sreally no excuse for me getting
(34:12):
burnout when I should bedelegating this more to my team.
We have very, very competentmanagers in my stores and
oftentimes I'm still doing someof those tasks that are really
at a manager's level that theyshould be doing.
It's tough to let go.
I'm not the best one at it, soit's hard for me to sit here and
tell you to do it, but we'vegot to do it.
(34:33):
We just got to let it go andgive those tasks to others that
can do it.
And doing a product swap,especially when you're first
starting out, is fantastic wayof doing that.
The other thing is building outsystems.
So one of the things that Ireally like to do because people
ask all the time like how doyou do so much stuff?
You're in your stores every day.
You're operating CandleBusiness Pro, not only just on
(34:54):
doing the candle makingbootcamps in the course, but we
also have the inner circle wherewe meet every single week.
Then we also do our familydinners together as candle
makers and all these otherworkshops that we put on.
The reason why I'm personallyable to do.
That is, I have built systemsthat I operate by, so almost
everything that I do now goesinto a system somewhere.
(35:17):
If this is going to soundmorbid in a way, but like if I
was to, if I was to no longer bepart of this business and it
was just Chad, chad should beable to step in and keep it
going the way that it is goingbecause we have systems in place
.
Building out systems when youare first starting your candle
(35:38):
business will be huge, becauseif you wait too long and then
you look back and you thinkabout all the things that you
have to build systems out for toteach other people, it's going
to take a long time, and that'swhen you end up saying what I
say is oh, I'll just do itmyself instead of just having a
system in place.
So now, when, anytime I take onsomething new, I try to write
(36:00):
out the steps of what I'm doingcreating an SOP, which is a
standard operating procedure, sothat someone can open it up and
they understand when people gethired into our stores as a new
team member operating in ourstore, whether they're a manager
or they are just going to bethere on the weekends or a
college student in the summer.
Regardless of their role, theycan open up this manual that we
(36:21):
have.
They understand how to docandle pouring.
They understand how to docandle making.
They understand how thingsshould be set on our tables.
They understand how tomerchandise.
They understand how to putinventory into the system, so
they can come in and not have toget training from myself on how
to do their job.
Now, of course, we want to givethem really good training with a
(36:44):
manager or one of us, but theycan do it also without us, and
it's always a good referenceguide, because when we train on
new employees, they are going tobe overwhelmed because they're
going to spend a week with meand I'm going to teach them
everything I possibly know aboutrunning the business as it
pertains to what theirresponsibilities are going to be
.
You're going to forget somethings.
They're going to need to beable to look at some type of
(37:05):
reference, but for the firstyear, we didn't have a
onboarding procedure.
Once we built an onboardingprocedure, it made training
employees so much easier, so nowwe do an onboarding for just
about every task, right, we havethis SOP.
So whether it is for socialmedia, whether it is for writing
(37:25):
emails, whether it is forpeople that are getting into our
QuickBooks.
Whatever we are doing, we tryto map it out so that someone
else can step in and do it atany time in the future.
If you start that early in yourcandle business journey, it's
going to help out so much whenyou start getting really busy
and kind of things start gettinga little crazy right.
(37:48):
So even how wholesale orderswork when a wholesale order
comes in, people often may thinkoh, I just got my first
wholesale order.
I don't know how am I going tobox it up.
How am I going to box it up?
How am I going to ship it out?
What do I do?
We're all going to go throughthat our first times.
When you learn something,document that you've learned it
and so that someone else cancome along, read it, understand
(38:09):
how to do that Right, becauseoftentimes we're going to, we're
going to do something, butsomeone brand new that you bring
on in the future is not goingto know.
Or if, down the line, you wantto sell your business, if you
want to sell your business, thatpotential business, next
business owner that is lookingto buy your business they need
(38:29):
to know exactly.
They're going to want to knowexactly how to operate every
aspect of your business.
Because if I go and tellsomeone that I'm trying to sell
my business to hey, we are goingto do $500,000 in revenue this
year.
Look at my track record.
We are now a million dollarbusiness.
(38:50):
We have sold all of this amountof stuff.
This is how we do it.
They need to be able to step inand say, okay, how is this
going to operate with me?
Without knowing anything aboutcandles, they should be able to
step in as a new business ownerand have a roadmap from making a
(39:10):
candle all the way through tooperating a six-figure business.
So, making sure that you putthose systems in place.
There's also little systemsthat you can put in place.
We might be thinking way toobig.
Some of you may be thinkinglike, oh, I'm never gonna get
there.
I definitely don't need to dothat.
There's other systems that youcan put into place to avoid
burnout, for instance.
(39:32):
I talk about this a lot in theinner circle when people are
like how do I manage doing allof these different things and
keeping up with social media?
Because social media for someof us, like I said, is a
struggle.
I'm not good at it.
It's one of those things I liketo delegate out.
But when we are tasked withdoing the social media and we
don't enjoy doing it, I love totime block.
(39:53):
So what I'll do on a Mondaynight sitting in front of the
television, because I don't wantto burn out, so I do want to
spend time with my family orwatching TV.
While I'm there, I am creatingsocial media content for the
next week or month, or chat, infact, for Kindle Business Pro,
he has created assets for like90 days and then he takes all of
(40:16):
those social media posts and hegoes ahead and schedules them
all inside of the Facebook,instagram, the meta platform.
Inside of the business suite.
They have a planner where youcan go ahead and schedule all of
those out.
So now we don't even have tothink about social media for 90
days, which is fantastic andthen he'll spend an afternoon
creating the next 90 days worthof stuff, because every day,
(40:40):
spending five or 10 minutescoming up with a concept,
shooting those photos or thevideos, putting the caption
behind it and posting it takes along time when you're gonna do
it every day.
We just don't have time forthat.
So we like to do a lot of timeblocking to where we get into a
mind shift of something and wejust focus on that.
So that's another way tohopefully help you from burning
(41:01):
out.
Okay, so now, as you evolve andgrow your business, you're going
to want to start doing a lot ofcool stuff.
You're going to want to startdoing new collections, even new
brands.
We actually have several brands.
We have Garden and BeaconCandle Company that we started
several years ago and that mostpeople follow our journey from.
But we also have a brand byitself called Pet Palace Candles
(41:22):
.
It's our pet odor eliminatingcandles.
It actually redirects now toGarza Beacon Candle Company, but
it's just a whole other avenuethat we decided to do to
separate from Garza BeaconCandle Company so that when we
are reaching out to potentialpet boutiques to carry those
products, it's not overwhelmingthem with all that we have and
(41:42):
that we can just focus oncertain lines.
So as we evolve, you're goingto want to do different things,
and you can only do that whenyou have clarity.
So thinking ahead of whatdirection you want to go with
your business and really tryingto plan it out and map it out is
going to be some steps thatyou're going to want to take.
We've got Garza and BeaconCandle Company to a place that
(42:02):
we're really happy with it, towhere we don't want to
necessarily expand into morestores.
We have three retail locationsnow.
We would rather focus more onthe wholesale and growing that
side up, because we enjoy thecandle making.
Chad enjoys the scent creation,we enjoy the creative side and
(42:23):
we've grown to a point wheregrowing more is just now
managing a business and we doenjoy being in the business a
little bit.
We enjoy working in the shopsome, so we aren't wanting to
grow larger than that.
Right now we are doing someconsulting work and helping
other people open up candleshops and businesses.
These are things that I enjoydoing.
I enjoy helping other candlemakers.
(42:45):
That's why we created CandleBusiness Pro.
That's why we have the innercircle where we're actually
helping other candle businessowners grow.
We love when we have membersthat are hitting their 10th
wholesale account and then their20th wholesale account and
watching them grow.
In fact, we just had one of ourmembers just landed a massive
(43:06):
account in wine country out inNapa Valley, like totally above
my, like so bougie, and like wayup there.
The candles are amazing.
They're gorgeous and likelanding those accounts and being
able to celebrate those winswith our members something I
love to do.
I love helping people grow, sodefinitely check out Candle
Business Pro.
We have free resources out there.
(43:26):
We have a checklist of all thecandle making supplies that we
use In the show notes below.
I'll link that out.
We also have a candlecalculator that shows you how we
come up with doing our candlemath Cause I know math is not
everyone's strong suit.
That's free on our website aswell, along with our courses and
our membership.
So just remember, if you'reserious about growing your
candle business, mindset andmarketing are just as important
(43:49):
as your melt points and yourfragrance loads.
You got to keep learning, keeprefining and keep believing that
you can build a business thatyou love.
We've got your back in everyfuture episode, one topic at a
time.
Come, follow us over onInstagram at Candle Business Pro
.
Send us a message, let us knowwhat obstacles that you're
facing right now in yourbusiness and how you're trying
to overcome them, or let's seeif we can help you out as well.
(44:10):
Thank you so much for tuning in.
Take care you.
Welcome back to the Candle Business Pro podcast.
This is part three of ouropening episodes giving you a
bird's eye view of how westarted our business.
In episode one, we discussedour why and how we got started.
In episode two, we discussedthe sales channels that we use
to move our products, and todaywe're gonna talk about mindset
marketing and making it last.
(00:23):
Starting next week, we will dodeep dives into specifics, but I
wanted to open up this brandnew podcast by shaping an
overall picture of what it takesto run a successful candle
business.
(00:45):
Okay, so let me be real with you.
Candle making is the easy part.
Building a business around it,that's where the real work
starts.
There will be days you feellike a total imposter, days you
question your prices, your postsand even your purpose.
I've been there, but I've alsocome out the other side with
more clarity, community andconfidence than I've ever
(01:07):
expected.
In this episode, we're talkingabout what it actually takes to
keep growing without burning outand how to build something that
truly lasts.
So let's jump in.
I'll show the mindset stuffthat we had to work through, the
kind of marketing that actuallyhelped us grow, and how we've
managed to keep things movingforward without totally burning
out, All right.
(01:27):
So the first thing we have to doif we want to have a candle
business is we got to shift ourmind from candle making to a
business owner.
So we aren't just going to beable to make candles that we
want, that we just enjoy all thetime and turn it into a
business necessarily.
Now we do want to as Imentioned in a previous episode
think about a niche that we kindof already belong in, so we'll
(01:49):
already have a really good ideaof what our customers are going
to want.
We have to make further shiftswith our mind to understand that
we are now trying to run abusiness.
So we can't always be chasingthe latest trends because we
want to.
We have to be thinking aboutwhat is it our customers want?
So shifting from being a candlemaker to a business owner is
(02:11):
one of the first things we haveto do.
If we don't do that, we'regoing to start chasing the
latest trends in waxes, thelatest trends in oils, and we're
going to start kind of beingall over the place and losing
sight of what our focus is.
Now there are going to betrending oils out there that our
customers may want, forinstance, the last couple of
(02:31):
years Santal has been a superpopular scent.
It was one of our biggestsellers last summer with our
customers.
They just loved it.
It was following that trend inthe perfume space.
There were a lot of popular anddesigner fragrances out there
that were introducing Santal asa scent note and it trickles
down to the candle space andthat one has done really well
(02:54):
for us.
But there are other designerfragrances out there that people
are chasing after and theydon't necessarily do well
amongst our wider audience.
So that's something just to becautious of is chasing the
latest scent trend, becauseoftentimes they'll come and go
pretty quickly.
Another scent that did reallywell for us this last 12 months
(03:14):
is going to be like a grapefruitscent.
It's one of those scents thathave kind of come in and it's
been popular and it's been inother spaces outside of candle
making recently, and so that'ssomething that we started
selling within our candle line.
We have a line called Duoswhere we blend a couple of
scents together.
So it's not just a grapefruit,we're blending it with something
else, but it was really popular.
(03:35):
It's almost a buzzword, youknow, in a way where people are
seeing it and they're buying it.
In fact, we were getting a lotof traffic on our website of
people buying those type ofcandles.
They are people that aresearching for something online
and, because of the SEO thatwe've done on our website, they
are landing on those productsand buying those, which is
fantastic.
So it certainly is important tostay up on some of the trends
(04:00):
that are more widespread, butbecause of just when a fragrance
line comes out from one of oursuppliers, going and buying all
12 of them and thinking that youneed to create your entire
business around those becausethey're the newest, they are
just putting out more productbecause that's how they operate.
They want to continuously giveus great scents, and most of
(04:23):
these scents are great, but youdon't need to shift your
business to the latest trends.
So our classic line of candlesour Sugar Lemon Candle, our
Hello Sunshine, which is gonnabe like our orange agave citrus
blend those type of scents we'vehad since we started three
years ago and this is our numberone selling candle it's our
Sugar Lemon Candle.
(04:44):
I always recommend anyone that'sstarting brand new to start out
with having at least a coupleof citrus scents in your
business.
I know I'm getting a little bitoff topic here, but I want to
let you know what's reallyworking for us is having our
citrus scents and then building,of course, other scents in
there, but definitely havingthat, because those are scents
(05:05):
that what I say to people isthey're non-offensive.
No one's going to smell thatSugar Lemon Candle of Ours or
that Hello, sunshine Candle ofOurs, that is that you know that
orange peel that I justmentioned.
They're not going to smell thatand not like it or be, like you
know, appalled at that scent.
It might not be the scentthey're going for, but it's not
(05:26):
one of those that they're takenback by.
Now, some of those scents thatthey might be taken back by are
gonna be those overly masculinewoodsy scents sometimes people
don't like those or a superfloral, like a lilac Some of
those types of scents people arelike, oh no, I don't want that
or think of, like a patchouli, apatchouli scent people either
love it or hate it right.
Or an incense scent people loveit or hate it.
(05:47):
With a citrus scent, it's oneof those that, even if they
don't buy it for themselves,they weren't turned off by it
right.
So they are our best sellers inour shop.
So, thinking about what peopleare going to continuously buy
and making sure that it fits inwith your brand, with your
niches.
That is really how we have toshift our minds.
So stop chasing after thelatest thing.
(06:08):
You got to start thinking abouteverything from a business
owner's perspective, and thatgoes not only just within the
products that you're making.
It also goes to vessels as well.
Vessels is one of those thingsthat are always coming out from
suppliers that we don't need tochase after the latest thing.
We make our classics in a.
They're 10 ounce pours, they'rein 12 ounce plain glass,
(06:29):
straight sided jars that we putlabeling on.
We're not chasing after thelatest vessel For one.
Vessels are expensive and we'llget into more price points in
an episode coming up here reallysoon about price points and how
to get your cost of goods downas low as possible so that your
margins can be wide enough.
So you can do a lot ofdifferent cool things with your
(06:49):
business.
But it all starts with havingjust solid candles, and so we've
had these candles for overthree years now and we haven't
swapped them out.
Besides, when we first started,we did have that super lilac
candle.
We had to cut that right awaybecause it did not do very well
for us.
We also had one of those freshlinen scented candles that I
personally love.
I absolutely love that scent.
(07:11):
Our customers didn't, and so itwas good to know.
We cut those from our line andwe kept that line.
We didn't swap out anythingelse there.
So that's one thing to keepyour focus on is being a
business owner and makingdecisions as a business, not
necessarily chasing after yourpersonal wants within the candle
space and fragrances andvessels and all of that Okay.
(07:34):
So the second thing we had toget over was imposter syndrome.
Now I'm going to be reallyhonest with you.
It will continue to come backand creep its ugly head up
anytime we're doing somethingbrand new.
So when we first started, theimposter syndrome was can we
even make candles?
Why are we struggling?
(07:54):
Why can we not make candleslike we have bought from markets
and from stores and from othercandle makers?
Why can't we do this?
And so we had to get into theunderstanding of how and why the
candles do what they do, rightwhen we're making them.
Once you have that foundation,you're making candles, which is
a very long struggle to getthrough for many people.
(08:16):
There are so many times we werejust like this isn't for us,
let's get into baking cookies.
In fact, we almost had Chadopen up a chocolate chip cookie
business.
That's all it was going to be.
It was just me and chocolatechips it was you.
You bought just this one kindthat we had.
We were going to start withthat and expand from there.
I'm so glad we did it.
I'd be so much heavier rightnow because I absolutely love
(08:38):
his chocolate chip cookies.
They are fantastic.
Maybe we'll do that one day.
But we stuck with the candles.
But it's so hard to think Ican't do this, I'm not good
enough.
Why am I not getting it right?
And, honestly, a lot of itcomes to looking for answers in
too many places, not necessarilythe wrong places.
It's OK to use YouTube to learnhow to make candles.
(09:01):
It is OK to rely on some of thesocial media groups.
That is all fine to do if youwant to spend the time doing
that.
It's one of the reasons why wecreated our candle making course
just to get people from A to Bas quick as possible.
We say you can go from brand newto selling candles in 28 days.
Four weeks of going through it,you're going to understand the
testing for how we make ournumber one selling candles.
(09:24):
You know some people are goingto go through it slower.
They're not going to haveenough time to go through it at
that speed, and that's totallyfine.
But you also have to have themindset that and the confidence
that you can do it and impostersyndrome will continuously creep
up.
So when you get that, realizethat that's all it is, that it's
completely normal and you aregoing to get through it.
(09:44):
So with us, I personally faceit every time we do something
new.
So when we were making candleswe had that.
Once we figured out how to makecandles, it was okay.
How do we sell these candles?
How do we build a Shopify store?
How are we going to get trafficto that Shopify store?
Why am I going to be able totake business away from some of
(10:05):
these big chains and retailersthat people are buying their
candles from?
When we go and see prices ofother candles and think, gosh,
like that candle at that storewas only $8, $10.
That's how much it cost me tomake my candle.
I got to sell my candle for $30.
How am I ever going to be ableto sell them?
Remember, it's all about thatniche and who you're selling to
(10:30):
that customer that's buyingthose $5 candles at Walmart.
That's not my customer, mycustomers.
It's not that those aren't goodcandles, they're just not my
customer.
My customer's not shoppingtheir candles.
My customers are shopping smallbusinesses, like I spoke about
in the previous episode, andwe'll dive a lot more into that
coming up.
But don't compare your pricesto others unless you are in the
exact same niche and you'reselling to the exact same
(10:51):
customer, and most likely that'snot going to be the case.
But to continue with theimposter syndrome discussion, we
had it when we started sellingcandles.
We had it when we startedreaching out to do wholesale.
I couldn't get people to buyour candles right away.
I send one email and theydidn't say yes, I will place in
a wholesale order.
So I thought we had problems.
I thought we're never gonna beable to do this.
(11:11):
It took some understanding ofhow wholesale work, what kind of
emails needed to be written.
All about the follow-up.
I will give you this tip thefollow-up is the number one way
to grow your wholesale business.
You will reach out to lots ofpotential retailers.
If you are not following upwith them, you will not succeed.
(11:35):
I think that at least 70% ofthese wholesale accounts that we
have we have over 140 of themnow since we started wholesaling
about three years ago we're atabout 140.
It would be more if we weren'tso focused on our retail,
direct-to-consumer side and wejust went all in with wholesale,
which is a fantastic way if youdon't want to deal with the
(11:56):
public, necessarily, or selldirectly to customers.
If you want to do wholesale,it's a fantastic avenue to go
down.
But you've got to be able to doa couple of things with
wholesale.
You've got to be able to acceptrejection.
Usually, rejection is going tocome in the form of just not
getting a response.
People are just going to deletethe email, but you have to
continuously follow up with themuntil you get that.
(12:17):
No, you're now a business owner.
Your focus is selling candles,so when you email potential
retailers that carry yourproduct and you don't get a
response, you need to follow upwith them.
Generally, what happens isthey're just too busy.
They don't respond to you tosay no, thank you, or yes,
please let me.
Let me know more, cause, as aretail owner myself we have
(12:40):
three stores I'm super busy whenI get emails from potential
makers that want us to carrytheir brand.
I would absolutely love to diveinto and see what they have.
That's how we we've got.
We stock tons of differentmakers in our stores not candles
, but we have perfumes, we havesoaps, we have people that make
dips, we have people that makehats.
(13:02):
We do, we have, we carry, allkinds of locally made plenty of
jewelry, uh, of course.
Uh, all of that's all locallymade that we like to to stock in
our shop.
So people are reaching out allthe time.
There's what happens.
You're going to send me anemail on Saturday afternoon
because that's when you havetime off as the maker.
I'm busy in my store.
I look at your email real quickand think, oh yeah, I'll get
(13:23):
back to them on Monday.
I'm going to move that into afolder that's follow up later.
That folder never gets checkedand then I just forget and then
I'm on to just operating and,you know, keeping the wheels
moving with my business.
Now down the road I might think, oh shoot, didn't someone reach
out that was was selling thatthing that we need?
Let me go and try to find thatemail.
(13:43):
I'm never gonna be able to findthat email.
So you've got to follow up.
At least 70% of the wholesaleaccounts that we have gotten
over the last few years havebeen from that follow-up email,
that reminder that we're sendingthem that we would love to have
our products in that store.
So that was another case ofimposter syndrome.
Was all of those no's or justlack of responses?
(14:06):
Then, when we open up a brickand mortar store, we're going to
have those days where we havezero sales.
We're paying staff members tobe there managing the store and
they get zero customers comingthrough those doors, especially
here in Michigan where we havereally long, cold winters.
We can't just close down.
(14:27):
We still have to at least coverour overhead and our expenses.
So there's very, very few daysever that will completely close
the shop, because in Michiganpeople are used to getting out
in the winter and the cold, sowe got to be there.
But there will be days that wemake no sales.
We have rent to pay that day.
We have the payroll of theemployees that are working that
(14:47):
day.
So we're going in the hole thatday, right, we're going
negative on those days.
You just have to be able tobalance as a business owner that
you're going to have those typeof days, but when we would have
those days, I would think isthis it Like?
Are we done?
Like is it?
Are we never going to get acustomer again?
Have people just lost all oftheir interest in us?
You sleep on it or you losesleep about it, and then the
(15:11):
next day you're going to getsome sales.
It's going to start working outfor you again.
Same thing that's going tohappen with your online store.
You open up an online store.
If you've done the things youneed to do, which is, you know,
seo, optimizing your metadescriptions, your product
descriptions, your titles, yourphotos you can't go halfway.
I don't want to get off topictoo much here, but you can't go
(15:34):
halfway in anything you do as abusiness owner, because there's
so much competition out there.
You just have to rise abovewhat the others are doing.
That's what we've done.
I don't want to say thatthere's nothing special about
our candles.
I have so much love andadmiration for the work that
Chad has put into creating allof these scent blends for us.
Our team makes outstandingcandles that perform really,
(15:57):
really well, but what we'redoing, others can do.
The thing is, we're workingharder than most people.
So if you want to make thiswork.
You just got to work harderthan most people and you got to
keep trying and not giving up.
If you open up a website andjust throw a few photos that you
took and pop them out there,they're not cohesive, they don't
(16:20):
show the brand, they're notexplaining the story.
If you have, there's certainareas of your website that you
really need to optimize on.
Have you filled out the aboutus section?
Do people know who they'rebuying from?
If you haven't done thosethings, then you haven't done
the best that you can on yourwebsite.
Right, and we know that.
We.
We know when we can do a littlebit more.
(16:41):
I I know that I need to movesome things around on my website
.
We have some items that areselling better than others that
I want to make sure more peoplesee.
I need to do that.
I got to find the time to getthat done right.
Our photos we have gotten themto a place that we are really,
really happy with them.
It works.
Our customers like it.
It looks sleek, but it took usa while to get there and there
(17:04):
was a lot of navigating that wehad to do to get it there, but
we knew we had to do that tocompete with other candle shops.
So you just got to work harderthan the next person and rise
above when other people aregoing to want to give up.
You're going to have those downdays, that imposter syndrome is
definitely going to creep up onyou, but you just got to keep
working through it and if you dothat, this is going to end up
(17:25):
working out for you.
It might take some peoplelonger than others, but it's
going to work for you.
Okay.
So now let's talk about a fewmarketing tactics that we've
used from day one that havereally helped us with our
cleanup business.
So the first one is going to beemail marketing.
Email marketing, building alist and staying consistent is
going to be key for thelong-term success of your
(17:49):
business.
You have to be able to collectand communicate with your email
list consistently.
You just have to, whether youare out at pop-up markets or
you're selling online, you'reselling to coworkers or even if
you're selling through socialmedia channels.
Collecting those customers'email addresses is going to be
huge for rapid growth in yourbusiness, because you're going
(18:12):
to want to have an emailmarketing plan that lays out
when and how you communicate tothem through email.
It's not always just aboutselling them and all the emails.
It's not hey buy this, hey buythis, hey buy this.
It's about providing value toyour customer based on the types
of emails that they would wantto receive and based on what
(18:35):
your niche is.
That will dictate how you writethose emails.
So back to the analogy that Ispoke about in an earlier
episode about, say, you had aline of candles.
It's all about world travelers.
You can send them emails thatare not just about selling and
buying this candle.
It would be travel tips, itwould be places to explore some
(18:57):
of the top 10 destinationsthings like that to them.
If you were building an entirebrand around, say, zodiac sign
and astrology, you know fromevery Zodiac sign, when they
change over, you can be sendingout an email to your list with a
story related to that.
So you're not always justselling them.
That is not what emailmarketing is.
(19:18):
What we want to do is stay topof mind with our customers so
that when they are ready to buysomething, you're in their inbox
, they're remembering you andthey're going to buy from you.
So that's a little bit aboutemail marketing that we do.
It's been part of our journeyfrom day one and it's really
helped us to grow because, asI've mentioned in an earlier
(19:39):
episode, anytime we had thoseslow days and, for instance,
when we just talked about theslow days in the shop where we
got no one coming into ourstores I can send an email out
and I can talk about howmiserably cold and icy it is
outside and how my customersshould want to stay home, enjoy
a nice candle and cozy up.
(19:59):
Here's a candle that werecommend doing that with right
now, and so we can subtlypromote some of our products in
email.
Social media, social media thisis a social media world.
So many people are addicted toit.
We're on our phones too much.
We're scrolling, we're watchingstories, we're watching TikToks
whatever the latest craze isout there right now.
(20:20):
Right, social media people loveit or hate it.
I enjoy it when it's not work,but so much of what we do with
social media now is work related.
But we have to do it.
We can't say I don't want to dosocial media, I don't want to
promote my products, because itis just the way the world
operates.
If the world's on social media,I'm trying to sell my candles.
(20:42):
As a business owner, I have topromote my products, and the way
we do that is through socialmedia.
You do not need to have a largefollowing.
In fact, three years into this,we have less than 3000
followers, I believe, on ouraccounts, and we still promote
(21:03):
through our social media andsell a decent amount from
whenever we're promoting aproduct to them, clicking on
that link and going out to ourwebsite.
It's all actually tracked rightin our Shopify of where they
come from, and so we're stillgetting decent traffic when we
promote on social media.
But again, just like our emailmarketing, it's not all about
selling.
You want to break up yoursocial media content into
(21:27):
different categories.
We want to be giving advice andgiving tips, whether it's
wellness tips, whether it'seco-friendly tips, whatever your
niche is right.
Using the same type of contentthat's going to be in your
emails is what you're going todo on social media.
In fact, what we'll do is we'lltake a photo, we'll put a
caption with it for social mediaand then we will turn that into
(21:49):
a longer form for email so thatwe're getting in front of the
majority of our customers,because social media is only
going to show to just a smallpercentage of your customers,
because meta and all thesesocial media platforms want you
to pay to promote your posts,and if you don't want to do that
(22:10):
, you're going to have tocontinuously post often.
But also making sure thatyou're following up with social
media.
Now, another way that marketinghas done well for us is just
word of mouth.
When we are out of markets,people buy our products.
And word of mouth, becausepeople do talk about products
that they love Also.
(22:31):
You talk about products thatthey love Also.
When your product is insomeone's home, if it has a
label on it that has a uniquelogo and branding that sticks
out, people are going to want topick that up.
How many times have you beenover at a friend or family
member's house?
You smell a candle, you love it, you look at it and now you
know where to go and buy thatcandle.
(22:52):
That's just how it works, right?
That's how word of mouth isgoing to work, and so making
sure that you have branding andlogos that are going to stick
out and be memorable tocustomers is going to be a way
that word of mouth is reallygoing to help you.
Okay, so another marketingstrategy that does really,
(23:14):
really well for us is going tobe that community-based
marketing.
So that's going to be doingfundraisers.
That's going to be doing thingssuch as just wearing shirts
with your logo on it out inpublic.
When you go to the gym, wear ashirt that says Garcinet, Beacon
, canto Company on it.
Having conversation with people, the waitress and waiters at
(23:35):
restaurants will ask us about abrand.
When they read that, they'relike, oh, what is that?
Or they may recognize the logobecause we will sponsor softball
teams, kids, sporting events.
We will do all kinds of thingsin our community and making sure
that we attach our brand andour logo to it.
One of the things that we liketo do is all the nonprofits out
(23:57):
there that are always asking fordonations and sponsorships for
the theater, for sports teams,for church groups, all kinds of
things out there.
Instead of making a personaldonation from yourself, make it
on behalf of your brand.
That way, the recognition goesto the brand, right.
(24:20):
So when you are at a kid'sbaseball game, right, and they
have all of the signs out in thefield and it's thanking all of
the sponsors that havecontributed to their season,
instead of having SebastianGarznett on there, I want to
have Garznett Beacon CandleCompany.
When we make a donation to ourlocal nonprofit theater, I want
(24:45):
it to be listed that GarznettBeacon Candle Company was that
sponsor, not Sebastian Garzin.
Also, what's fantastic aboutthat is these are generally
going to be business expense taxdeductions that you're gonna be
able to take at the end of theyear to reduce the taxes owed on
your business.
So that's one of the fantasticthings about making donations on
(25:06):
behalf of your business.
So we do lots of fundraisers.
That gets people to come intoour store.
But before we even had ourstore, we were doing these
fundraisers, reaching out to thedifferent nonprofits, setting
up a campaign with them andutilizing their email list and
their social media channels topromote your business.
So doing all types of things inyour local community is really
(25:29):
going to help you get your nameout there.
In fact, when me and Chad firststarted, we were making candles
in the bedroom, the spare roomof our house.
We moved into the smallest roomof the house so we can make
candles in the largest room.
We reached out to the newsstation because there was a
festival coming up called TulipTime, which is really popular
here in Holland, michigan, and Ireached out to the news saying,
(25:51):
hey, we have this two of timethemed candle that we made.
We're a small business.
We would absolutely love if youyou know, if you wanted to do a
segment on that.
We actually do a PR workshopinside of the inner circle that
explains and gives a templatesfor how we reach out to all
different things, from yourlocal newspaper to how we got an
(26:13):
Oprah daily, how we got inparade magazine, all of that
stuff Right.
So we are always doing outreachand you don't have to have a
storefront to do any of thatstuff.
You just have to have a brand,you have to have a website, you
have to have your social medias.
You have everything in placebecause there is going to be a
trust factor that they need toresearch.
But we reached out to the localnews.
They came to our house and wesat there in that candle making
(26:34):
room and did a news article.
That was the biggest weekend ofsales we ever had because it
drove so many people to ourwebsite that weekend.
It also opened up a lot ofopportunity to do wholesale in
our community, because then allthe stores saw that.
A lot of stores startedemailing us saying, hey, we
(26:56):
would love to carry your candles, we would love to carry your
candles, because obviously theyknow that they're going to be
able to make money on thembecause we are getting publicity
for them.
So the next thing that we haveto do when we are shifting our
mind from being a candle makerto a business owner is think
about our launching ofpromotions and collections.
When and how are we going tolaunch new releases out to our
(27:22):
customers and when are we goingto do that?
It's key that we are gettingour products to them when they
want them.
Now I do think that it's kindof insane these days that it
will be April and we'll startseeing Halloween stuff pop up
right.
It's just crazy how early thesebig box stores are promoting it
(27:42):
.
But we do need to keep in mindespecially if you wanted to go
down the wholesale route thatpeople that are buying wholesale
retailers that are stockingtheir shelves for fall and
winter are definitely for fall,starting to plan for that in
April and May because they needto have that fall stuff by
(28:05):
August and then by July theywant to have their plan for
winter already done so that theyknow where they're going to
stock.
So we get a lot of our holidayseason wholesale orders
submitted to us in July.
Now many of them know thatthey're not going to get those.
We will have a posted releasedate.
(28:26):
So for our winter productsgenerally, we're going to go
ahead and get those started outto the retailers by October 15th
and our fall stuff we're goingto have to our retailers by
August 1st because, depending onwhere they are in the country,
cooler weather is going to startto happen and creep in and then
you're going to see Starbucksis promoting their pumpkin spice
(28:46):
latte or whatnot Like in August.
When people go into thatmindset they want to have those
candles.
So you do want to think ahead.
We have a business planner onour website that you can check
out.
It's like 207 pages.
It's super robust.
But one of the things inside ofit is the launch strategy and
(29:06):
so you can think about and youcan map out when you are going
to launch specific collectionsand so thinking ahead for that.
You can't wait until December1st to put out a holiday
collection.
It's just not going to work.
One of the other things insideof that business planner is you
can do a SWOT analysis.
If you're not familiar withwhat a SWOT analysis is, it's a
(29:28):
template like a worksheet thatwill have it broken up into four
different sections.
It's going to be your strengths, your weaknesses, your
opportunities and then yourthreats.
So that's what a SWOT analysisis Completing that can really
shift your mind to making youthink like a business.
So that's something that youmay want to check out and see if
it would be something good foryou, depending on where you're
at in your business growth.
(29:49):
So that is launching promotionsand collections making sure
that you're doing this withadvanced notice so that your
customers will be able to getyour products when they are
needed.
So one of the things that'sgoing to happen as you are
building out all these differentareas of your business you're
going from a maker to a candlebusiness owner and you've got
your hands in so many differentthings the stress is going to
(30:12):
rise.
You are going to startexperiencing some burnout.
So when you start to experienceburnout, you have to start
minimizing the tasks that you'retaking on.
For instance, I said that Ineeded to move some things
around on my website, but that'sjust not the highest priority
for me right now.
(30:32):
If I mentally get burnt out onmy business, I'm not going to be
able to operate my best.
It's just like if you'regetting burnt out at home.
Sometimes you just need a break.
Do what it is that you need todo to make sure that you keep
your mental health in the rightspace and I'm trying to avoid
burnout and recognizing thesigns of burnout in advance, so
(30:54):
that you don't go too far withthat, into where you just want
to give up, because that's whata lot of people will end up
doing is I'm not getting sales.
I'm trying this, I'm tryingthat I'm burnt out.
I don't want to do this anymore.
Try to recognize when that'sstarting to creep up on you and
take a step back and reevaluateall the efforts that you're
putting in there and try tominimize and only prioritize the
(31:17):
ones that are actually movingyour business forward at this
time.
For instance, right now it'sMay of the year and we are going
into our really busy season atthe store.
I can't put all the focus thatis required of the
direct-to-consumer, my retailstores and also working on my
(31:38):
wholesale and on my privatelabel and these other different
candle lines that we're comingout with.
I just can't do all of it atonce.
So I have to prioritize whatmakes the most sense for us
right now and put some of thoseprojects on the back burner,
because I know if I get to apoint where it kind of boils
over and I'm just like I need totake a week off, I know my
(32:00):
business is going to suffer fromthat.
So I need to recognize thosesigns in advance.
So when you start to think thatyou're getting burnt out, that
means you are getting burnt out.
Take a step back and relax andtry to shift your mind back to
remembering why you enjoyedcandle making in the first place
.
Now, one of the things that doeshelp us avoid burnout now is
(32:24):
making sure that we build outthe systems and we delegate out
the work properly.
I'm one of those that I oftenhave a mindset of.
If it's going to take me a halfhour to explain to you how to
do the task, it's only going totake me 20 minutes to do the
(32:45):
task myself.
I'm just going to do the task,but then, when that task has to
happen again next month, I'mjust going to do the task, and
then at the end of the year, youput in hours amongst hours of
that task, when I should havejust spent 30 minutes months ago
teaching someone else how to doit.
It's something that I've alwayskind of liked the ownership of
(33:05):
a lot of projects but I have tolet some of that stuff go and
you're gonna have to do the sameas you grow.
You're gonna have to startdelegating out tasks.
Now, many times, we'reoperating this on our own and I
totally understand that.
But do you have family members,friends, that want to help you
out with your business?
Do you have a friend that'sfantastic at social media and
you're just like hey, can Itrade you candles for you to do
(33:27):
the social media for me?
I'll pay you in product.
Can you do that for me?
In fact, all of the photographythat we started out on our
website with was an exchange ofproduct with someone that was a
professional photographer.
So swapping out what you can dowith others that have a skill
set that you don't have is agreat way to try to avoid
(33:49):
burnout.
So delegating out some stuff.
If you need your books in order, is there a bookkeeper that you
know, a family friend, thatwould love to have dozens of
candles from you at Christmastime to give out as gifts and in
exchange, they are going tohelp you keep your books right.
So think about ways that you canswap out work with people, also
myself.
We do have a staff, so there'sreally no excuse for me getting
(34:12):
burnout when I should bedelegating this more to my team.
We have very, very competentmanagers in my stores and
oftentimes I'm still doing someof those tasks that are really
at a manager's level that theyshould be doing.
It's tough to let go.
I'm not the best one at it, soit's hard for me to sit here and
tell you to do it, but we'vegot to do it.
(34:33):
We just got to let it go andgive those tasks to others that
can do it.
And doing a product swap,especially when you're first
starting out, is fantastic wayof doing that.
The other thing is building outsystems.
So one of the things that Ireally like to do because people
ask all the time like how doyou do so much stuff?
You're in your stores every day.
You're operating CandleBusiness Pro, not only just on
(34:54):
doing the candle makingbootcamps in the course, but we
also have the inner circle wherewe meet every single week.
Then we also do our familydinners together as candle
makers and all these otherworkshops that we put on.
The reason why I'm personallyable to do.
That is, I have built systemsthat I operate by, so almost
everything that I do now goesinto a system somewhere.
(35:17):
If this is going to soundmorbid in a way, but like if I
was to, if I was to no longer bepart of this business and it
was just Chad, chad should beable to step in and keep it
going the way that it is goingbecause we have systems in place
.
Building out systems when youare first starting your candle
(35:38):
business will be huge, becauseif you wait too long and then
you look back and you thinkabout all the things that you
have to build systems out for toteach other people, it's going
to take a long time, and that'swhen you end up saying what I
say is oh, I'll just do itmyself instead of just having a
system in place.
So now, when, anytime I take onsomething new, I try to write
(36:00):
out the steps of what I'm doingcreating an SOP, which is a
standard operating procedure, sothat someone can open it up and
they understand when people gethired into our stores as a new
team member operating in ourstore, whether they're a manager
or they are just going to bethere on the weekends or a
college student in the summer.
Regardless of their role, theycan open up this manual that we
(36:21):
have.
They understand how to docandle pouring.
They understand how to docandle making.
They understand how thingsshould be set on our tables.
They understand how tomerchandise.
They understand how to putinventory into the system, so
they can come in and not have toget training from myself on how
to do their job.
Now, of course, we want to givethem really good training with a
(36:44):
manager or one of us, but theycan do it also without us, and
it's always a good referenceguide, because when we train on
new employees, they are going tobe overwhelmed because they're
going to spend a week with meand I'm going to teach them
everything I possibly know aboutrunning the business as it
pertains to what theirresponsibilities are going to be
.
You're going to forget somethings.
They're going to need to beable to look at some type of
(37:05):
reference, but for the firstyear, we didn't have a
onboarding procedure.
Once we built an onboardingprocedure, it made training
employees so much easier, so nowwe do an onboarding for just
about every task, right, we havethis SOP.
So whether it is for socialmedia, whether it is for writing
(37:25):
emails, whether it is forpeople that are getting into our
QuickBooks.
Whatever we are doing, we tryto map it out so that someone
else can step in and do it atany time in the future.
If you start that early in yourcandle business journey, it's
going to help out so much whenyou start getting really busy
and kind of things start gettinga little crazy right.
(37:48):
So even how wholesale orderswork when a wholesale order
comes in, people often may thinkoh, I just got my first
wholesale order.
I don't know how am I going tobox it up.
How am I going to box it up?
How am I going to ship it out?
What do I do?
We're all going to go throughthat our first times.
When you learn something,document that you've learned it
and so that someone else cancome along, read it, understand
(38:09):
how to do that Right, becauseoftentimes we're going to, we're
going to do something, butsomeone brand new that you bring
on in the future is not goingto know.
Or if, down the line, you wantto sell your business, if you
want to sell your business, thatpotential business, next
business owner that is lookingto buy your business they need
(38:29):
to know exactly.
They're going to want to knowexactly how to operate every
aspect of your business.
Because if I go and tellsomeone that I'm trying to sell
my business to hey, we are goingto do $500,000 in revenue this
year.
Look at my track record.
We are now a million dollarbusiness.
(38:50):
We have sold all of this amountof stuff.
This is how we do it.
They need to be able to step inand say, okay, how is this
going to operate with me?
Without knowing anything aboutcandles, they should be able to
step in as a new business ownerand have a roadmap from making a
(39:10):
candle all the way through tooperating a six-figure business.
So, making sure that you putthose systems in place.
There's also little systemsthat you can put in place.
We might be thinking way toobig.
Some of you may be thinkinglike, oh, I'm never gonna get
there.
I definitely don't need to dothat.
There's other systems that youcan put into place to avoid
burnout, for instance.
(39:32):
I talk about this a lot in theinner circle when people are
like how do I manage doing allof these different things and
keeping up with social media?
Because social media for someof us, like I said, is a
struggle.
I'm not good at it.
It's one of those things I liketo delegate out.
But when we are tasked withdoing the social media and we
don't enjoy doing it, I love totime block.
(39:53):
So what I'll do on a Mondaynight sitting in front of the
television, because I don't wantto burn out, so I do want to
spend time with my family orwatching TV.
While I'm there, I am creatingsocial media content for the
next week or month, or chat, infact, for Kindle Business Pro,
he has created assets for like90 days and then he takes all of
(40:16):
those social media posts and hegoes ahead and schedules them
all inside of the Facebook,instagram, the meta platform.
Inside of the business suite.
They have a planner where youcan go ahead and schedule all of
those out.
So now we don't even have tothink about social media for 90
days, which is fantastic andthen he'll spend an afternoon
creating the next 90 days worthof stuff, because every day,
(40:40):
spending five or 10 minutescoming up with a concept,
shooting those photos or thevideos, putting the caption
behind it and posting it takes along time when you're gonna do
it every day.
We just don't have time forthat.
So we like to do a lot of timeblocking to where we get into a
mind shift of something and wejust focus on that.
So that's another way tohopefully help you from burning
(41:01):
out.
Okay, so now, as you evolve andgrow your business, you're going
to want to start doing a lot ofcool stuff.
You're going to want to startdoing new collections, even new
brands.
We actually have several brands.
We have Garden and BeaconCandle Company that we started
several years ago and that mostpeople follow our journey from.
But we also have a brand byitself called Pet Palace Candles
(41:22):
.
It's our pet odor eliminatingcandles.
It actually redirects now toGarza Beacon Candle Company, but
it's just a whole other avenuethat we decided to do to
separate from Garza BeaconCandle Company so that when we
are reaching out to potentialpet boutiques to carry those
products, it's not overwhelmingthem with all that we have and
(41:42):
that we can just focus oncertain lines.
So as we evolve, you're goingto want to do different things,
and you can only do that whenyou have clarity.
So thinking ahead of whatdirection you want to go with
your business and really tryingto plan it out and map it out is
going to be some steps thatyou're going to want to take.
We've got Garza and BeaconCandle Company to a place that
(42:02):
we're really happy with it, towhere we don't want to
necessarily expand into morestores.
We have three retail locationsnow.
We would rather focus more onthe wholesale and growing that
side up, because we enjoy thecandle making.
Chad enjoys the scent creation,we enjoy the creative side and
(42:23):
we've grown to a point wheregrowing more is just now
managing a business and we doenjoy being in the business a
little bit.
We enjoy working in the shopsome, so we aren't wanting to
grow larger than that.
Right now we are doing someconsulting work and helping
other people open up candleshops and businesses.
These are things that I enjoydoing.
I enjoy helping other candlemakers.
(42:45):
That's why we created CandleBusiness Pro.
That's why we have the innercircle where we're actually
helping other candle businessowners grow.
We love when we have membersthat are hitting their 10th
wholesale account and then their20th wholesale account and
watching them grow.
In fact, we just had one of ourmembers just landed a massive
(43:06):
account in wine country out inNapa Valley, like totally above
my, like so bougie, and like wayup there.
The candles are amazing.
They're gorgeous and likelanding those accounts and being
able to celebrate those winswith our members something I
love to do.
I love helping people grow, sodefinitely check out Candle
Business Pro.
We have free resources out there.
(43:26):
We have a checklist of all thecandle making supplies that we
use In the show notes below.
I'll link that out.
We also have a candlecalculator that shows you how we
come up with doing our candlemath Cause I know math is not
everyone's strong suit.
That's free on our website aswell, along with our courses and
our membership.
So just remember, if you'reserious about growing your
candle business, mindset andmarketing are just as important
(43:49):
as your melt points and yourfragrance loads.
You got to keep learning, keeprefining and keep believing that
you can build a business thatyou love.
We've got your back in everyfuture episode, one topic at a
time.
Come, follow us over onInstagram at Candle Business Pro
.
Send us a message, let us knowwhat obstacles that you're
facing right now in yourbusiness and how you're trying
to overcome them, or let's seeif we can help you out as well.
(44:10):
Thank you so much for tuning in.
Take care you.
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