October 3, 2024 • 51 mins
Ever wondered how to transform your marketing from mere selling to relationship-building? Join me, Tanya Wilson, and my guest Candice Jackson-Long, CEO of CJL Consulting Group, as we uncover the secrets to mastering the "know, like, and trust" factor that turns casual browsers into loyal customers. Candice shares actionable insights on the importance of maintaining a strong, multi-channel presence, from social media to podcasts, and how consistent visibility can keep your brand top of mind. We also dive into the pivotal role of stellar customer service and how leveraging reviews can set you apart in the competitive service business landscape.
Are you struggling to get meaningful engagement on social media? We tackle this head-on with Candice, who emphasizes the power of genuine interactions over chasing follower counts. Discover practical advice on overcoming content creation challenges and how researching your competitors can reveal untapped opportunities. We highlight the importance of collaboration, offering value before hard-selling, and the game-changing impact of direct messaging for relationship-building. By maintaining a repository of high-quality content, you can educate potential clients and enhance internal communication within your team.
Ready to elevate your brand's message and empower your entrepreneurial journey? Tune in as Candice and I discuss the nuances of branding, from identifying your target audience to aligning your brand's voice and imagery. We delve into the benefits of positioning your business as unique rather than just better, focusing on delivering premium value to your ideal clients. Plus, we celebrate the resilience and community support essential for women entrepreneurs. This episode is a treasure trove of inspiration and practical advice, perfect for anyone looking to make a significant impact in the service industry. Don't miss out—join our community, leave a review, and let's keep empowering each other!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:03):
Welcome to the Ladies Kickin' Ass Podcast, where we
help you ignite your innerbadass and create the service
business of your dreams.
I'm your host, tanya Wilson,and together we'll dive into
inspiring stories and expertcoaching to set your journey on
fire.
Hey badasses, welcome back toanother episode of the podcast.
(00:33):
Today is going to be explosive.
I can tell already from thepre-conversation, before we even
hit record on this mic today.
Today, I have candace jacksonwith us here, and we are going
to be talking about y'all'sfavorite topic.
Not finances, that is one ofthem too but the fun part of the
business well, at least for usanyways is marketing and
branding.
Candice, thank you so much forbeing here.
Why don't you give us a littlebit of your backstory?
(00:53):
Tell us why you chose to landin marketing and branding and
why you love it?
Speaker 2 (00:59):
so much.
Hi everyone.
I am Candice Jackson-Long, ceoof CJL Consulting Group, where
we help businesses becomehousehold names with clear brand
messaging.
Why I'm in marketing I've beenin marketing for the past over
10 years and the reason why Ilove it so much?
Because, for me, marketing isabout exposure, and I think that
(01:21):
exposure is just a powerful,powerful thing.
It's important to growbusinesses, but it's also
important for humanity.
It's important because when weare exposed to different
cultures, different perspectives, different viewpoints, it
allows us to not only expand ourminds but also forge deeper
connections, and I think thatmarketing is a powerful tool to
(01:44):
share stories you know, exchangeinformation and also give
insights into our products andservices, because every business
really is designed to solve aproblem, and you can't do that
if people don't know you'reavailable.
So that's where marketing comesin.
Speaker 1 (02:00):
Absolutely.
And people I think too,sometimes think I just got to be
selling, selling, selling,selling, selling, selling all
the time.
And then they get exhausted andthey're like nobody's buying or
nobody sees me because I'm justselling all the time.
What is it that you describe asmarketing?
Like, what are the things thatpeople are doing to market their
(02:22):
business?
It's not just always askingsomebody to buy your service or
your product.
What else is included withmarketing?
Speaker 2 (02:29):
I think first you have to really consider the
journey of your customer right.
So in marketing world and I'llkeep it very layman's, but
essentially you have to gothrough the no like and trust
factor.
People have to trust you enoughto spend money with you, and
the first is them getting toknow you.
(02:50):
There's very little instanceswhere you initially buy
something that you first comeacross, and even if you think
you do, I guarantee you thatyou've been subtly marketed to
already when you made thatimpulse purchase.
It's really not an impulsepurchase, it's just marketing
done very, very well.
You know what I mean.
So when you are marketing yourbusiness, what you are actually
(03:12):
doing is building relationshipwith your market, and how that
comes about is you areintroducing yourself to the
market and you're helping yourcustomers to get to know you,
get to like you and then trustyou enough to want to do
business with you, ie purchaseyour product or service.
(03:34):
And in order to do that,especially in this day and age,
you have to show up across manydifferent touch points, and what
I mean by touch points ischannels.
So that's social media, that'semail, that's ads, that's
podcasts, any areas where youcan be highly visible.
What I always say is you areonly as relevant as you are
(03:58):
recent, and people receivethousands of marketing messages
per day, which means that if youare not top of mind, you are
quickly forgotten.
The whole premise behind sellingis this, and where marketing
comes to play, the whole purposereally of marketing is to be
(04:18):
top of mind.
When the customer is ready tobuy, not to force a sale.
You want them to think of you.
When they are ready to buy,when they have a need or when a
appliance breaks down orwhatever.
You want them to think of you.
So for me, I have a couple ofgo-tos when it's time for me to
(04:41):
get my hair done, I know exactlywho I'm calling.
You know what I mean.
When it's time for me to get myhair done, I know exactly who
I'm calling.
You know what I mean.
When it's time for me to get mynails done, I know exactly who
I'm calling.
That's the kind of stock thatyou want to have in your
customer's mind.
When that need arises, theyknow exactly who they're calling
, and that only happens withconsistent marketing.
That's on the front end.
Then the transaction happens,which is sales.
(05:02):
But another key part thatpeople actually miss that is a
really big part, and this iswhen we're getting into the
brand conversation, which wewill is the customer service
piece.
I think that a lot ofbusinesses miss the mark on how
important customer service is tocustomer retention and your
marketing, because the form ofmarketing that you cannot buy is
(05:26):
that word of mouth and thatwill make or break you.
Speaker 1 (05:31):
Oh, so huge, especially in service-based
businesses, that customerservice turns into a review,
which is an evergreen piece ofmarketing content that I just
like that is my biggest thing.
For home service companies,when they're like, oh, I don't
really ask for reviews, what ifthey give me a bad one?
(05:51):
I'm like, oh, you're going toget those, because none of us
are perfect.
However, everyone is searchingfor reviews.
Even if Joe across the streetsaid, hey, I know an electrician
call, you know busy beeselectrician Call Busy B's
electrician they're going to goback in and still look them up
online before they end upcalling them in the first place.
(06:11):
Like that, reviews and thatcustomer service like that's one
of the biggest things thatmakes my personal company stand
out more than anybody else, andit's literally just because
we're consistent in asking forreviews.
We have great service too.
However, the other people inour industry, they don't ask.
(06:32):
They don't ask If you don't ask.
A lot of times that's not topof mind for people and a lot of
them are more than happy towrite you reviews, which comes
back to that whole customerservicing.
I love that.
That's a big part of it.
Speaker 2 (06:42):
I love exactly what you said because, especially for
smaller service-basedbusinesses, marketing can be an
expense, but getting reviews andposting that that's free
Especially when you delivered ongreat customer service, that
customer will be happy to writea review that you can then use
and put in your marketingefforts.
(07:03):
Because you're exactly right, Imean, amazon is a really good
example of that.
Before I buy any product, I gostraight to the reviews.
I barely even read the productdescription, I go straight to
the reviews because we need thatsocial proof to help us build
trust.
And what reviews do is it helpsyou to accelerate, pass through
(07:24):
the no like and trust factor.
It helps you to get to thetrust factor faster and that is
the thing that helps toaccelerate your sales.
The faster that you can cut thetime your customer moves from
no like and trust to quicklytrust, that will help you to
increase and accelerate yoursales.
And that's where reviews are abig part of that, for sure.
Speaker 1 (07:47):
Absolutely.
So many people will call youand it literally tell you on the
phone we get it in our officeall the time.
I read your reviews.
You guys sound great Likeyou've pretty much.
They need some info and theyneed to give you their house
address.
Other than that, these completestrangers have completely
marketed your business for youbecause you asked.
Speaker 2 (08:08):
Social proof is a powerful, powerful tool.
It is a powerful tool and I wasjust reading I'm in the midst
of reading Influence by DrRobert Cialdini Really great
book.
I really highly recommend everybusiness owner to read that
book because it helps you tounderstand the psychology of how
(08:30):
people think and respondthrough the acts of persuasion,
and social proof plays a hugepart in that.
So definitely check out thatbook.
Speaker 1 (08:41):
Yeah, absolutely, I wrote that one down.
I love book suggestions, sodoes everybody on here, so thank
you for that.
I think there's so much whenyou talk social proof.
We'll just stay here for asecond.
There's a lot reviews Fantastic.
But tying social media togetherin that gives you great social
proof as the point that you arean expert in your field If you
(09:03):
are willing to share educationwith your audience.
I think a lot of times peopleare like I don't know what to
post, or they think they have tobe selling every time they post
something or every time theysend an email out to their email
list.
Give us some examples of greatways to use social media to
further that social proof foryour business.
Speaker 2 (09:25):
So the thing about it people want to connect.
People do not buy products,they buy people.
So when you're selling yourservice, they're buying you,
they're buying what you standfor, they're buying your values.
And social media is a reallypowerful tool for you to share
(09:45):
more about who you are and whatyour business is about.
So personal, you know how, theday-to-day personal stories, why
you started your business thoseare all powerful tools that
will help to bring people closerto you and feel more connected
to you.
Think about this when you arealways selling back in the day,
(10:09):
when you used to watch live TVafter a certain time is when it
would just be infomercials andit made it very unpleasant to
watch TV because no one wantedto just have all of these large
infomercials, long infomercials,going right.
So the thing about it is that'swhen you're constantly selling
(10:34):
on your social media, it's likean infomercial for your audience
and they tune out, they prettymuch tune out.
So your ads constantly poppingup is going to turn them off.
It's going to turn them off andthey'll tune out and you won't
capture attention.
But if you share somethingpersonal, like your pet or your
(10:58):
team or a job that you'reworking on, or even featuring a
client.
That will be powerful inletting your audience know what
you do and also how you run yourbusiness.
You know what I mean.
So social media can be used forthat aspect.
That's how you want to usesocial media Because, remember,
(11:20):
the point of social media is tobe social.
It's to be socially networked,it's to be social.
No one wants to be sold.
People want to connect.
Now, how you show up in yoursocial media, you want to
silently sell, and what I meanby that is if you are on a job
(11:42):
right, maybe you're a contractoror something like that you want
to show, like a before andafter of a renovation that you
have done.
You want to show thattransformation and tell the
story of how that job came about.
Talk about what the clientwanted when you first started
walking with them, how they cameto you and they were nervous
about working with thecontractor and doing that
renovation.
(12:03):
And then you talked about howyou kind of contractor and doing
that renovation.
And then you talked about howyou kind of shepherd them
through that process.
You made them feel calm, youmade them feel comforted.
You know what I mean.
And then you did this amazingwork.
You delivered an amazingproduct and now they're happy.
That's the stories that peoplewant to see, not 15% off or book
(12:24):
this service or do that.
No one wants that and there arecertain things that you can do
to sell that information, butyou have to be cognizant on how
much selling you're actuallydoing on social media.
There actually is a formula.
When you're posting on socialmedia and I think they said I
(12:45):
think the breakdown was like 40%of your content should be just
like either educationalinformation percentage is you
actually making an offer?
So that's how you want to lookat it.
Speaker 1 (13:00):
I think educating is that's something that we really
really, really focus on in oursocial media that we put out is
education.
Like there's so much thatpeople don't know about stuff.
How can we help them betterunderstand this?
And making kind of like makinglight of an industry too, like
owning a septic business is notusually glamorous stuff.
(13:22):
No one wants to see inside ofthat tank and what all the stuff
is.
But the funny thing about itcan kind of be like what is this
, you know?
Like random, weird things wefind inside of the tanks, or
like root math that comes out.
One time my guy sucked up adead bird.
Like how did that even get inhere?
Just random things.
But stuff like that gets so muchengagement Anytime I post about
(13:45):
my team huge engagement on thatand just funny little things
like funny little jokes or youknow kind of reposts or things
like that, a funny little jokesabout the industry.
People love that stuff.
But I think it comes down tolike we looking at your audience
with social media, to what areyou trying to achieve with
(14:08):
posting all of this?
Because it can be for multiplefactors.
Before we hit record on this, Iwas explaining to you how it
has actually become reallyawesome for us in hiring people.
When you say that you have thisreally close knit team and
culture is very important to you.
Yet your social media doesn't,or web presence or anything
doesn't reflect your people.
(14:29):
People kind of think you'refull of shit.
Speaker 2 (14:32):
Yeah.
Speaker 1 (14:32):
So you have to show them that you really do mean
what you're saying, and it'sbecome an incredible hiring tool
.
It's actually been a tool whereI have.
I'm working with companiesoutside of my state now in
developing other septic programs, because I consistently posted
on LinkedIn about educationalcontent and they were like
nobody in your industry is doingstuff like this.
(14:53):
Do you want to partner with uson these things?
We've been looking for someonelike you.
You're like I've been postingfor seven years with zero return
on anything, but thatconsistency has paid off in the
long run.
Now it's a great opportunityfor my business to be involved
in this.
So you just never really knowhow you're going to show up, but
what you want to do is makesure you're putting an
(15:13):
incredible face to this brand orthis business that you're
building, so that people canconnect with you.
It is so important.
And the biggest thing, too, Ithink that we got to talk about
is that you don't just talk atpeople.
You have to talk with people onsocial media.
It's not about the number offollowers, it's the number of
people that you're engaging with.
(15:35):
I'd rather have a hundredpeople that love to engage with
me than a hundred thousandpeople and nobody likes or
comments or does anything withyour posts.
How do you feel about that?
Speaker 2 (15:46):
I 100% agree.
You know there's a principlewhen you're faithful in the
small things, then you'll beblessed with the big things.
And I think that's the partthat people do not understand
when it comes to growth and I'musing air quotes on social media
is the majority of it is basedon engagement, not even so much
(16:07):
posting.
It's engagement.
So you know, if someone makes acomment on your post, you have
to make responding to thatcomment a priority more than you
do posting.
You have to make people feelseen.
You have to make people feelheard.
You have to make people feellike again, they want that
connection.
(16:27):
So you have to make sure thatyou are engaging.
Social media provides apowerful, powerful platform for
you to show up as an authority,to show you know what you are
talking about, because thereality is as many people that
is out there making contentthere really isn't a lot of
(16:48):
people making content,especially if you're in a
specialized niche, you know whatI mean.
So you can easily start toincrease your visibility,
differentiate yourself fromothers in your space, just by
sharing information based onwhat you know.
And education is a key part,because the reality, too, is how
(17:09):
people buy, especially thesedays.
They research before they buy.
People buy, especially thesedays they research before they
buy.
They've done their researchbefore they've come to you.
By the time they come to you,nine times out of 10, they've
already researched you.
So if you can help them withthat research by having a large
body of work and content thatthey can just quickly absorb,
(17:31):
not only does it help them inthe education process, but it
also helps for you to build yourknow like and trust factor.
You start building trust withthem as an authority because
you're helping them to learnsomething.
And you spoke about somethingwhich we all struggle with is
consistency Consistency.
(17:52):
So one approach that I like totake with people that I work
with when building theirmarketing plans is the three
questions that I always ask iswhat is the time that you have
to market your business, what isyour capacity to market your
business, what do you have thecapacity to do and what is your
budget?
(18:12):
And the reason why I ask thesequestions is because I need to
build a plan in which you can beconsistent in delivering on,
because it doesn't matter howbig your marketing budget is.
If you are not consistent,you're not going to reap the
rewards and marketing.
What people have to realize ismarketing is a compound effect.
(18:36):
It is a compound effect thathappens over time and the way
that we receive messages now,the way that people buy it's
very fragmented.
Even more and more it'sbecoming even more personalized.
You want to make sure thatcontent actually is a huge part
(18:59):
in marketing your business.
It really, really is.
So if you're not already usingyour social media platforms,
they're free.
You're not technically payingfor it, but you are investing in
it, and that does take aninvestment in time.
It may take some money if youhire someone to help you with it
, but it is part it's a key partof your marketing efforts that
(19:23):
can yield returns, but you'reonly going to see the returns if
you are consistent with it forsure, oh, yes, oh my gosh.
Speaker 1 (19:32):
yes, well, thank you for that.
That's a big one for everybody.
If you do some research toolike I always challenge people
in my community when they'relike I don't know what to post,
I don't know what to do, I'mlike do some research and just
pull out like five people thatare around you that are
providing the same kind ofservice as you.
I don't like to use the wordcompetitors, cause I like if
(19:54):
we'd all collaborate with eachother, we'd all be a hell of a
lot better off here.
So let's just look at the otherpeople that do the same kind of
service that you do and see whatthey're doing.
Most of the time you're likeholy shit, they're not doing
anything.
This is like a wide, openfreeway and I can drive as fast
as I want right here, which issomething that we totally
(20:15):
capitalized on.
We do tons of stuff on socialmedia and we don't pay a dime
for it, because we're the onlycompany in the whole Phoenix
metro area that uses socialmedia for anything in our
industry, which is so crazy.
But they just don't payattention to that stuff.
So that already sets you apartfrom so many others.
What are they doing?
(20:37):
What do you feel like you'redoing better?
How do you show people that?
Because it's a great resource,even for your team internally,
to be able to say oh yeah, youhave, for example, my business.
Oh, there's roots in the tank.
Let me send you a picture ofwhat this looks like.
You can instantly pull it up.
We talk about it with ourentire team, so we have an ax
(20:57):
like a huge vault of assets thatwe can actually use when
describing work to people.
Oh, we have a post about this,we can send them directly to our
things.
We get followers from people.
Just sending them informationlike this is what it looks like.
There's so many different waysthat you can utilize it.
You can reach out.
You can prospect even potentialnew customers or clients to
(21:19):
come into your business, becauseDMs are also free.
That's something you don't haveto pay for, unlike SMS
marketing or email marketing.
If you work with real estateagents or home inspectors or
people that are on social media,reach out to them, introduce
yourself.
How can I help you?
Offer to help, don't offer tosell them something.
Speaker 2 (21:41):
I think that's a huge part of showing up.
That is a huge part of showingup.
It's adding value.
Adding value before you'reasking for something, and the
more that you can show that youare providing value, you're
contributing value.
There's this reciprocity.
That happens is that peoplestart.
(22:02):
They start coming to youbecause you've built equity as
the trusted authority you knowwhat I mean and so now they're
trusting you.
You're building that equity,and then they also want to help
you in return.
So you know, like you talkedabout going into the DM, social
media is not just a marketingtool.
It is part of your sellingstrategy, you know.
(22:22):
So when you're bidding for acontract, when you're trying to
get that sale and you're able tosay, hey, I know that you have
this problem and send them afree social media post that you
posted that speaks on that topic, that could be a game changer
in you landing that contract,because you've done something
different that your competitordidn't.
And the thing about it is thequicker that you can shortcut
(22:46):
for people their processing timeand make it easy for them to
get the information, read it,look at it whatever, digest it
and make a decision-makingprocess that will give you the
advantage.
And that's what posting tosocial media definitely has you
to do, for sure.
Speaker 1 (23:02):
Yeah, if you're working with particular people,
like when we work with realestate agents, my guys always
take a picture of like the truckand the sign in the same
picture and then we post that toour story and just say, hey,
thanks so much for the business,everybody that follows them
they've probably got other realestate friends.
Speaker 2 (23:18):
Exactly.
Speaker 1 (23:19):
Oh, who's these people?
Everybody's.
You're getting exposure bytapping into other people's
networks.
Yeah, and it's crazy you can doit in your PJs, if you want
Exactly.
Speaker 2 (23:28):
You just gotta be you .
You just have to be strategicand and smart about it.
And it all comes down to havinga strategy, because it can feel
like a time suck and you're notgetting the returns on it,
especially when you have yourday-to-day.
But you also have to thinkabout it.
(23:49):
You have to carve out time eachday to market and create sales
in your business.
It's the only way your businessis going to grow.
So the way to do that socialmedia opens you up.
You can target people.
That's the beauty about it.
You can find people in yourarea, in your network.
You can find those people tocross collaborate with you know
(24:10):
what I mean and just startbuilding those relationships.
And I think a lot of times weforget these are social
networking sites.
You have to go on there tonetwork.
It's just networking virtuallynow, but same thing that you do
in person.
So if you're part of a chamberof commerce and you're going to
the events, it's the samepremise, except you're just
(24:32):
doing it online, which means youhave to carve out time to do it
and prioritize it for sure.
Speaker 1 (24:39):
Absolutely Showing up , showing up again.
You got to show up Visibility.
Visibility is a theme.
Mindset is everything.
When you start with this.
Hey, I want to switch gearsjust a little tiny bit here,
because I really want to talkabout the branding part of this
too, because I think what oftenhappens in small business is
(25:00):
marketing and branding arethey're stuck together.
They're the same thing.
When we talk about branding,you're talking about marketing
and vice versa.
There is an incredible post onCandice's Instagram.
If y'all want to go check itout, we'll put the links in the
show notes.
But you have a greatinfographic on here that's
(25:20):
talking about.
Marketing is about.
Branding is about.
Tell me what you would phraseas marketing and what you would
phrase branding to be, and whydo they differentiate from each
other?
Speaker 2 (25:35):
So there is a quote.
It's by unknown so I can'tattribute it to anyone, but it
says marketing is like askingsomeone out on a date.
Branding is why they say yes,and I think it's the best
explanation of the differencebetween the two.
So, continuing with thatanalogy, you have someone and
(25:59):
we've all dated right.
So you have someone that asksyou on a date.
You have several people thathave asked you out on a date
several guys, girls, whateveryour preference is but the
person that you said yes to yousaid yes to them for a reason.
You connected to them on adeeper level.
(26:19):
There was something about themthat drew you in, that made you
feel seen, something that theysaid made you connect to them,
something that they did made youtrust them.
That is branding.
And what branding does is itspeaks for you before you even
(26:42):
walk into the room.
So when you are marketing yourbusiness, it is solidifying that
space in the customer's mind.
So we in marketing speak.
We call it brand equity.
So what I was saying earlier isyou want to be top of mind when
your customers have a need.
That is what branding is.
(27:03):
So it's like okay, I need XYZcompany to do my taxes or
whatever.
That's who I'm going to,because they built that trust in
your mind.
So it's why we have ourfavorite brands.
So, like my favorite brand,apple, I only buy Apple products
.
I'm a brand loyalist and thereason why I'm drawn to that
(27:26):
brand is because they've createda story that I feel I'm a part
of, their identity I feel I'm apart of, so when I buy their
products, it reinforces acertain identity that I have
about myself.
And that is the deeper level ofbrand loyalty that you
(27:48):
ultimately want to have withyour customers, because it costs
more money to acquire a new onethan it does to retain your
customers and you actually makemore money off of the customers
that you retain versus the onesyou newly acquire.
So the goal is to have repeatcustomers.
(28:08):
So we always think more and, yes, you want to increase your
customer base, but you actuallywant to go deep, so you want to
go deep.
So if you replace my septictank, then that means you want
to be the go-to for everyone inmy family who owns a home that
has a septic tank.
So I'm not just one customer,I'm actually could be
(28:31):
representing five customers foryou, and that's how you have to
look at it and it's like why dowe have these culture wars
iPhone, android there's a reasonfor that.
These brands don't pay us toadvocate for them, but yet we
get into arguments on socialmedia.
Like my husband, he's an avidAndroid, so we're always back
(28:55):
and forth about who has the bestfeatures.
They're not paying me.
I don't get it.
Yeah, you know what I mean, buthere I am promoting this brand.
They're not paying me for that.
You know what I mean.
So that is the power.
That is the power of branding,and I think that many businesses
make the mistake that, oh, Ihave my logo, website, pretty
(29:17):
color.
I'm a brand.
No, you're not.
No, a brand is actually.
It's solidified over time.
When you start your business,branding is actually a powerful
tool to communicate how youmarket your business and it
(29:42):
streamlines things, because manytimes, people become very
overwhelmed at the thought ofmarketing or they think you know
, I'm posting on social media,I'm marketing my business, and
social media in itself can feelvery, very daunting, but when
you go through a process ofbrand strategy, coming up with
your brand strategy, it helps tostreamline things and help you
(30:03):
to develop the message that willbe so crystal clear for your
customers and they're going tobe like yes, you are the one for
me, you're who I need, andthat's part of the problem.
When businesses are promotingthemselves, they sound and look
like everyone else or they'reonly talking about their prices
(30:26):
and the things that people don'treadily.
I don't want to say, care about, but they're not ready to hear
yet.
So there's nothing about youthat's going to make me choose
you because you sound likeeveryone else.
Okay, your logo means nothingto me because I don't know what
your logo stands for, and then Ihaven't gotten to know you.
(30:47):
So what marketing does?
It reinforces your branding andit starts to build up that
relevancy and do the consistencyin the customer's mind.
So, like we talked about withyour podcast, your authority,
and so now what's tied to thatis your authority is solidifying
(31:09):
your brand.
So now you've talked about allof this educational content,
you've been very consistentthroughout the years and you're
telling me that you have thisamazing business where you
service based on that, I'm in.
Your brand is solidified.
Speaker 1 (31:24):
I'm in Because now you've taken me through your
know, like and trust factor andyou expedited my process through
that no-transcript people getconvoluted to is that they try
(32:03):
to be everything to everybodyand in the process of that they
get washed out.
Because I truly believe if youdon't stand for something, we
all know how that ends.
You know, and it's okay to saythese are my ideal clients,
these are my ideal customers.
(32:24):
Something I refuse to use everin my marketing is free,
discounted, cheap, affordable.
Even that one.
It's like that little walk, aline thing and I'm like I don't
want them to be thinking aboutmoney when they call me, because
I know for a fact I'm not thecheapest person in town, so if I
(32:46):
advertise that I'm losing.
Those aren't my people I wantto appeal to.
I have value in this businessand I'm going to show you value
by making you feel heard.
Having a professional person onthe phone reviews good-looking
trucks that don't leak shit allover the place, the littlest
(33:06):
tiny things they all tietogether.
What are you making them feel?
When somebody pulls up in anunmarked van at your house and a
plumber's coming, you're like,well shit, am I getting
kidnapped or is this the actualplumber coming to my house?
And I've had several of them dothat, and as a business owner
that is very, very particularabout brands.
I'm like why don't you have asticker on it?
(33:29):
First of all, I'm like what ahuge marketing opportunity
you're missing out on.
But second of all, like you'remaking me feel nervous to answer
the door to get my nervousproblem fixed You're a nervous
wreck the entire time they'rethere because you didn't think
about the presentation of whatthat looks like.
Branding is so much more thanjust your website and what's on
(33:50):
your business cards how do youlook?
Speaker 2 (33:53):
Everything that you said and I love how you started.
How do you want them to feel?
And then you made clear whatyou stand for and you also made
clear what customers you'retargeting.
If you are talking to everyone,you are talking to no one and
(34:14):
it can feel that you are missingout on a large market by making
a choice in a smaller segment.
But it's actually the opposite.
When you make a decision onyour target audience, you are
setting yourself up to beprofitable for a couple of
reasons.
A, unless you have unlimitedfunds to market specifically to
(34:39):
everyone, then you are doingyourself a disservice trying to
appeal to everyone.
Secondly, you're appealing tono one because no one's values.
No one likes someone that ridesthe fence.
No one likes someone whodoesn't take a stand.
However you want to look at it,you know what I mean.
You have to stand for something, because then I don't know how
(35:01):
to receive you.
And if I don't know how toreceive you, then that means I
can't get to know you, whichmeans I won't get to like you
and I'm damn sure not going totrust you and I'm not going to
spend any money with you.
And even when you said aboutbeing conscious about the words
that you use.
All of these things play intoyour brand.
(35:21):
Your pricing plays a part ofyour brand because it's how you
are perceived and now thatdrives how you show up.
There is a reason why yourtrucks are outfitted and
well-branded.
There's a reason why your teamshows up in uniforms and
(35:41):
well-branded.
There's a reason why your teamshows up in uniforms.
There's consistency therebecause you're showing up ready
to deliver value.
I always say that you don't wantto start focus on being better.
I tell my clients no, we'regoing to position you
differently.
We're going to position youdifferently.
You want to be different in themarketplace, not better,
(36:04):
because when you are better, youquickly go down the rabbit hole
of competing on things likecosts, features and benefits,
things that people can easilycompete with you on, and then
you end up competing on price.
You can't make money.
If you're a discount store youknow what I mean, and the
reality is a small business.
(36:24):
You do have a fiduciaryresponsibility to be profitable
and if you decide to be premium,absolutely you can do that, but
you also have to make sure thatyou show up as premium and you
are very clear on the targetaudience that you're going to go
after.
(36:45):
That will see the value in whatyou're offering and willing to
pay premium.
So there has to be an alignmentin who you want to serve, but
also who can pay you and whatyou are prepared to deliver on.
That's the other thing too.
Don't come out here premiumpricing and you looking janky
(37:05):
and expecting people to pay you.
That's not going to work.
Speaker 1 (37:07):
It's not going to work.
Oh my God, that was so good.
Oh my gosh, that was amasterclass right there for
people to just pay attention tothat little spot right there is
so huge.
How can you be different, notbetter, oh my gosh.
That is so huge in this industryI can't even.
I've been doing CSR trainingwith my team this week and so
(37:30):
many people in this trainingwhen they're like we were
talking about how to handleobjections and they were talking
about instantly what's your,what's the number one thing you
get objections on?
Pricing, pricing, pricing,pricing, pricing, pricing.
Everybody thinks in thisindustry that the problem is you
have to be competitive onpricing.
What do you think you have tobe most competitive with in
(37:52):
order to stand out in a market?
Speaker 2 (37:53):
So usually when you are met with a price objection,
it's because the customer hasnot seen enough value, you have
not communicated enough value tothem, and which means that the
gap has not been widened enoughfor them to want to pay the
(38:14):
premium pricing.
So usually it's not a questionof and that's.
We automatically think.
Well, if I reduce the price,then they're going to buy.
But I always tell people itcosts to give something someone
for free, free costs.
So it takes listen, it takes thesame amount of effort to sell
(38:36):
something low ticket that itdoes high ticket.
It literally takes the sameamount of effort to sell
something low ticket that itdoes high ticket.
It literally takes the sameamount of marketing effort like
legit.
So cheaper and free is notnecessarily does not equate to
lucrative or desirable by thecustomer, because in some
instances, if you are too cheap,I'm questioning your quality.
(38:58):
Yeah, so you know, and we'veall been in those situations
where you you went cheaper andit ended up costing you more in
the long run.
So, yeah, there's usually costobjections is definitely tied to
value.
That's what people are lookingfor.
(39:19):
What is the value and how canyou over deliver on the value?
Speaker 1 (39:24):
Yes, oh, so good.
So so good, oh my gosh.
Well, this has been oneincredible conversation.
I could sit here and chat withyou for hours about this stuff,
and everybody in this communityis always looking for different
kinds of ways to increasevisibility, different ways to
show up for their business.
(39:44):
They really do have, like, theservice heart of like, how do I
build a great business that isdoing good things?
And I think today, if you arestruggling with any kind of
marketing or branding orunderstanding the difference of
those, definitely go followCandice on her Instagram.
She also has a little freebiefor you guys that can help you
(40:08):
out with some of this stuff too.
Why don't you tell us whatyou've got up?
Speaker 2 (40:12):
for these guys.
So we talked a lot today aboutvisibility and communicating
value, and usually I love whatyou said about your audience,
like heart-centered people whowant to do good work, and what
I've noticed a common trendaround heart-centered people is
we don't know how to talk aboutthe value that we bring.
(40:33):
We over-deliver on it, but wedon't know how to talk about it,
and so when we get intobusiness, it becomes even a
bigger barrier to do that.
So I have a quick little guidethat I would love to give your
audience, and it's going to walkyou through how to communicate
your unique value so that youshow up, stand out and sell more
(40:54):
in your industry.
Speaker 1 (40:56):
Oh, so huge, so so huge.
We'll definitely put the linkto that in the show notes.
Take advantage of this, ladies,because there is so many people
that want to help.
Candice obviously has thatservice heart herself, that's
how I know.
Bring good stuff, things likethis that you can utilize inside
(41:18):
of your business.
I know a lot of the women inthis community.
They're doing the marketing bythemselves.
They don't have a team ofpeople that are doing this, and
if they do, it's a very smallteam, so they've probably
trained them coming in to helpthem anyways.
So anything you can do forresource stuff, I'm going to
download this and give it to mysocial media person that works
here on my team, because I sendher stuff all the time.
(41:39):
There's so many great resourcesout there.
Plug into and follow peoplelike Candice on Instagram, on
whatever platform you are on andyou enjoy visiting.
Quite often those little thingsthat pop up like this marketing
versus brand.
Like marketing is about,branding is about.
I was like, oh my gosh, this isa podcast episode in itself.
(42:01):
There's so many things thatjust really make it super simple
for you to understand.
Don't be afraid to say I don'treally understand what y'all are
talking about.
Like can you help me with this?
Because the reason why we exist, the reason this community
exists, the reason Candice'sbusiness exists, is because we
really, truly want to help youstand out.
(42:21):
We want you to build yourunique value in the market that
you're working in, so that youaren't going back to competing
on price, that you're actuallycompeting on what you are
delivering every single day whenyou go out and work your little
hearts out.
So let's maximize the hell outof that and thank you for
providing resources where we cando that.
(42:41):
I appreciate it so much.
Candice, if someone wants tofollow you, obviously they know
you're on Instagram, FM Raving,but where else can they find you
?
Speaker 2 (42:49):
You can find me on Instagram at Candice Jackson
Long, linkedin Candice JacksonLong and my website
CandiceJacksonLongcom, so justmy name, candicejacksonlong and
my website,candicejacksonlongcom.
Speaker 1 (43:01):
So just my name.
Excellent, so so wonderful.
So at the end of every podcast,I'd love to ask this question
because I find it fascinating ingrowing this ladies kick and
ass community.
The reason behind that reallywas, like I need more women
around me that are moms, thatare working, that are building
(43:23):
businesses, that are in theservice industry.
You know, I would go tonetworking events and I'll be it
.
Like there's the doTERRA ladyand the Mary Kay lady and
someone selling supplements andI'm like, yeah, but you don't
know how to.
Like I'm struggling with hiringconstruction workers.
Like I want to talk to somebodyabout this, like how do you do
this?
And I just really wanted tofind people.
(43:44):
As you're starting andbootstrapping a business,
sometimes you need to just askfor some help and maybe you
don't have the money to do it.
And where do you find peoplethat are willing to mentor you
and coach you and help you?
So that is the whole purposebehind building this community
is I felt like I've got 15 yearsof experience in this.
How can I bring more ladies tothis table like you?
So thank you so much for yourtime to help these women that
(44:06):
are building these buddingbusinesses, but you have
obviously built your ownbusiness too, and in that I'm
sure you had to like reallyreach down into the depths of
your soul.
In, entrepreneurship is for notthe faint at heart, that's for
freaking sure and just be ableto rally.
Some days that looks like I'mjust going to get up and do what
(44:29):
I got to do.
Some days you're like chargingfull steam ahead.
Some days you're like I need tolearn how to relax because I
don't know how to do that.
Speaker 2 (44:36):
Yeah.
Speaker 1 (44:36):
So when you hear the phrase ladies kicking ass to you
, what does that mean in yourlife?
Speaker 2 (44:43):
That phrase.
It's so powerful and it I'mkind of losing words because
it's hitting my heart.
But okay, you know women are.
So we're dynamic, we'repowerful, we're
multi-dimensional and we can doa lot.
(45:07):
We can definitely do a lot andI think what you said, the way
you encapsulated it, was perfect, because entrepreneurship is a
journey of self-discovery.
Entrepreneurship is a journeyof self-discovery.
In this journey, I have had toface childhood traumas.
I didn't know was there mindsetissues, like all the issues,
(45:29):
and I was like I'm just tryingto start a business.
I didn't know I had to dealwith all of these things, but I
had to because they werestunting my growth.
And being around women who areon the same path as me and being
able to be vulnerable and beingable to share is in creating a
space for me to gain strength sothat I can go out and kick ass.
(45:55):
There's a force behind that.
But I also think that there isa permission in that to also sit
down, take your cape off andjust be okay.
You know what I mean.
It's okay to have a day whereyou're I don't, you just don't
know, and you're crying, butthen the next day you get it out
(46:19):
.
You get it out.
You take a shower, you put yourmakeup on and you're crying,
but then the next day you get itout.
You get it out, you take ashower, you put your makeup on
and you're like okay, I'm ready.
So for me, it's about resilience.
It's about the simplest phrase.
I just saw it on something Iwas watching and I don't know.
It just hit me differently thistime and it just was keep going
.
I don't know, it just hit medifferently this time and it
(46:41):
just was keep going.
That's what Lady Kicking Assfor me signifies.
It's just keep going, just keepgoing.
You may not know what it lookslike today or tomorrow.
You may not know where the nextsale is coming from.
You may not know what you'regoing to do or maybe you do, and
maybe the other side of that isyou have a huge opportunity in
front of you and you're tryingto do, or maybe you do, and
maybe the other side of that isyou have a huge opportunity in
front of you and you're tryingto make decisions.
(47:03):
Right, keep going, Keep going.
One thing that keeps me goingis I am planting seeds for the
me of tomorrow.
I want to meet the version ofme tomorrow that I have
envisioned today, and if I don'tget up and kick ass today, I'm
(47:23):
not going to meet her.
I'm not going to meet her.
So I may run and stumble andfall, but it's the getting up.
That's what kicking ass is.
Kicking ass is literally thegetting up.
It's the getting up.
Speaker 1 (47:38):
So that is beautiful.
You're going to make me startcrying.
I'm such a baby.
I cry on here all the time.
I love these so much.
I, I.
I don't even remember who I wastalking to this week, but
somebody had said failure islike failure tried to kill me
but it didn't know what, orfailure tried to bury me, but it
(47:58):
didn't know I was a seed, oh Ilove that and I was like, oh my
gosh, if you can embrace thatjust in itself there of like,
it's not if you fail atsomething, it's when.
It's not when you need to slowlike if you need to slow down
(48:19):
you will need to slow down atsome point and you know, like
keep going, keep going, take thedamn day off.
You're not going to blowanything up in a day, Take it
off.
Speaker 2 (48:29):
Yeah.
Speaker 1 (48:30):
I love that Put your cake down for the day, enjoy who
you are, because we are so muchmore than just these businesses
we've created.
We're so much more than a mom,a wife, a friend or anything
else.
Returning back to ourselves, Ithink, is one of the most
beautiful things that we couldpossibly do in this huge journey
(48:50):
of entrepreneurship, because,like you said it's not just
about building a business,you're building yourself in the
process.
Absolutely.
Speaker 2 (48:57):
They need to tell you that when yourself in the
process, absolutely.
They need to tell you that whenyou decide to make this, leap
If they told us that we probablywouldn't have started.
Speaker 1 (49:06):
So I didn't know.
To be fair.
Thank you so much, candice.
This has been a pleasure, andthank you so much.
I truly feel like I have met anew friend today, so thank you
so much.
Speaker 2 (49:18):
Thank you so much for having me.
Speaker 1 (49:24):
Thanks for being part of the ladies kick and ask
community Cheers to all youbadass women out there.
Keep rocking your power,igniting your fire and making
waves in the service industry.
If you love today's episode,please do me a quick favor.
Take a screenshot, post it andtag us at Ladies Kicking Ass.
Be sure to include the link toyour favorite episode.
(49:45):
Your support in spreading theword means the world to us as we
aim to empower even more women.
Hit that subscribe button tostay tuned for more Kick-Ass
episodes.
And don't forget a five-starreview is the ultimate high five
.
Connect with us on social media.
All the links are in the shownotes.
Thank you for being part of ourtribe.
Now go kick some serious ass,lady.
Welcome to the Ladies Kickin' Ass Podcast, where we
help you ignite your innerbadass and create the service
business of your dreams.
I'm your host, tanya Wilson,and together we'll dive into
inspiring stories and expertcoaching to set your journey on
fire.
Hey badasses, welcome back toanother episode of the podcast.
(00:33):
Today is going to be explosive.
I can tell already from thepre-conversation, before we even
hit record on this mic today.
Today, I have candace jacksonwith us here, and we are going
to be talking about y'all'sfavorite topic.
Not finances, that is one ofthem too but the fun part of the
business well, at least for usanyways is marketing and
branding.
Candice, thank you so much forbeing here.
Why don't you give us a littlebit of your backstory?
(00:53):
Tell us why you chose to landin marketing and branding and
why you love it?
Speaker 2 (00:59):
so much.
Hi everyone.
I am Candice Jackson-Long, ceoof CJL Consulting Group, where
we help businesses becomehousehold names with clear brand
messaging.
Why I'm in marketing I've beenin marketing for the past over
10 years and the reason why Ilove it so much?
Because, for me, marketing isabout exposure, and I think that
(01:21):
exposure is just a powerful,powerful thing.
It's important to growbusinesses, but it's also
important for humanity.
It's important because when weare exposed to different
cultures, different perspectives, different viewpoints, it
allows us to not only expand ourminds but also forge deeper
connections, and I think thatmarketing is a powerful tool to
(01:44):
share stories you know, exchangeinformation and also give
insights into our products andservices, because every business
really is designed to solve aproblem, and you can't do that
if people don't know you'reavailable.
So that's where marketing comesin.
Speaker 1 (02:00):
Absolutely.
And people I think too,sometimes think I just got to be
selling, selling, selling,selling, selling, selling all
the time.
And then they get exhausted andthey're like nobody's buying or
nobody sees me because I'm justselling all the time.
What is it that you describe asmarketing?
Like, what are the things thatpeople are doing to market their
(02:22):
business?
It's not just always askingsomebody to buy your service or
your product.
What else is included withmarketing?
Speaker 2 (02:29):
I think first you have to really consider the
journey of your customer right.
So in marketing world and I'llkeep it very layman's, but
essentially you have to gothrough the no like and trust
factor.
People have to trust you enoughto spend money with you, and
the first is them getting toknow you.
(02:50):
There's very little instanceswhere you initially buy
something that you first comeacross, and even if you think
you do, I guarantee you thatyou've been subtly marketed to
already when you made thatimpulse purchase.
It's really not an impulsepurchase, it's just marketing
done very, very well.
You know what I mean.
So when you are marketing yourbusiness, what you are actually
(03:12):
doing is building relationshipwith your market, and how that
comes about is you areintroducing yourself to the
market and you're helping yourcustomers to get to know you,
get to like you and then trustyou enough to want to do
business with you, ie purchaseyour product or service.
(03:34):
And in order to do that,especially in this day and age,
you have to show up across manydifferent touch points, and what
I mean by touch points ischannels.
So that's social media, that'semail, that's ads, that's
podcasts, any areas where youcan be highly visible.
What I always say is you areonly as relevant as you are
(03:58):
recent, and people receivethousands of marketing messages
per day, which means that if youare not top of mind, you are
quickly forgotten.
The whole premise behind sellingis this, and where marketing
comes to play, the whole purposereally of marketing is to be
(04:18):
top of mind.
When the customer is ready tobuy, not to force a sale.
You want them to think of you.
When they are ready to buy,when they have a need or when a
appliance breaks down orwhatever.
You want them to think of you.
So for me, I have a couple ofgo-tos when it's time for me to
(04:41):
get my hair done, I know exactlywho I'm calling.
You know what I mean.
When it's time for me to get myhair done, I know exactly who
I'm calling.
You know what I mean.
When it's time for me to get mynails done, I know exactly who
I'm calling.
That's the kind of stock thatyou want to have in your
customer's mind.
When that need arises, theyknow exactly who they're calling
, and that only happens withconsistent marketing.
That's on the front end.
Then the transaction happens,which is sales.
(05:02):
But another key part thatpeople actually miss that is a
really big part, and this iswhen we're getting into the
brand conversation, which wewill is the customer service
piece.
I think that a lot ofbusinesses miss the mark on how
important customer service is tocustomer retention and your
marketing, because the form ofmarketing that you cannot buy is
(05:26):
that word of mouth and thatwill make or break you.
Speaker 1 (05:31):
Oh, so huge, especially in service-based
businesses, that customerservice turns into a review,
which is an evergreen piece ofmarketing content that I just
like that is my biggest thing.
For home service companies,when they're like, oh, I don't
really ask for reviews, what ifthey give me a bad one?
(05:51):
I'm like, oh, you're going toget those, because none of us
are perfect.
However, everyone is searchingfor reviews.
Even if Joe across the streetsaid, hey, I know an electrician
call, you know busy beeselectrician Call Busy B's
electrician they're going to goback in and still look them up
online before they end upcalling them in the first place.
(06:11):
Like that, reviews and thatcustomer service like that's one
of the biggest things thatmakes my personal company stand
out more than anybody else, andit's literally just because
we're consistent in asking forreviews.
We have great service too.
However, the other people inour industry, they don't ask.
(06:32):
They don't ask If you don't ask.
A lot of times that's not topof mind for people and a lot of
them are more than happy towrite you reviews, which comes
back to that whole customerservicing.
I love that.
That's a big part of it.
Speaker 2 (06:42):
I love exactly what you said because, especially for
smaller service-basedbusinesses, marketing can be an
expense, but getting reviews andposting that that's free
Especially when you delivered ongreat customer service, that
customer will be happy to writea review that you can then use
and put in your marketingefforts.
(07:03):
Because you're exactly right, Imean, amazon is a really good
example of that.
Before I buy any product, I gostraight to the reviews.
I barely even read the productdescription, I go straight to
the reviews because we need thatsocial proof to help us build
trust.
And what reviews do is it helpsyou to accelerate, pass through
(07:24):
the no like and trust factor.
It helps you to get to thetrust factor faster and that is
the thing that helps toaccelerate your sales.
The faster that you can cut thetime your customer moves from
no like and trust to quicklytrust, that will help you to
increase and accelerate yoursales.
And that's where reviews are abig part of that, for sure.
Speaker 1 (07:47):
Absolutely.
So many people will call youand it literally tell you on the
phone we get it in our officeall the time.
I read your reviews.
You guys sound great Likeyou've pretty much.
They need some info and theyneed to give you their house
address.
Other than that, these completestrangers have completely
marketed your business for youbecause you asked.
Speaker 2 (08:08):
Social proof is a powerful, powerful tool.
It is a powerful tool and I wasjust reading I'm in the midst
of reading Influence by DrRobert Cialdini Really great
book.
I really highly recommend everybusiness owner to read that
book because it helps you tounderstand the psychology of how
(08:30):
people think and respondthrough the acts of persuasion,
and social proof plays a hugepart in that.
So definitely check out thatbook.
Speaker 1 (08:41):
Yeah, absolutely, I wrote that one down.
I love book suggestions, sodoes everybody on here, so thank
you for that.
I think there's so much whenyou talk social proof.
We'll just stay here for asecond.
There's a lot reviews Fantastic.
But tying social media togetherin that gives you great social
proof as the point that you arean expert in your field If you
(09:03):
are willing to share educationwith your audience.
I think a lot of times peopleare like I don't know what to
post, or they think they have tobe selling every time they post
something or every time theysend an email out to their email
list.
Give us some examples of greatways to use social media to
further that social proof foryour business.
Speaker 2 (09:25):
So the thing about it people want to connect.
People do not buy products,they buy people.
So when you're selling yourservice, they're buying you,
they're buying what you standfor, they're buying your values.
And social media is a reallypowerful tool for you to share
(09:45):
more about who you are and whatyour business is about.
So personal, you know how, theday-to-day personal stories, why
you started your business thoseare all powerful tools that
will help to bring people closerto you and feel more connected
to you.
Think about this when you arealways selling back in the day,
(10:09):
when you used to watch live TVafter a certain time is when it
would just be infomercials andit made it very unpleasant to
watch TV because no one wantedto just have all of these large
infomercials, long infomercials,going right.
So the thing about it is that'swhen you're constantly selling
(10:34):
on your social media, it's likean infomercial for your audience
and they tune out, they prettymuch tune out.
So your ads constantly poppingup is going to turn them off.
It's going to turn them off andthey'll tune out and you won't
capture attention.
But if you share somethingpersonal, like your pet or your
(10:58):
team or a job that you'reworking on, or even featuring a
client.
That will be powerful inletting your audience know what
you do and also how you run yourbusiness.
You know what I mean.
So social media can be used forthat aspect.
That's how you want to usesocial media Because, remember,
(11:20):
the point of social media is tobe social.
It's to be socially networked,it's to be social.
No one wants to be sold.
People want to connect.
Now, how you show up in yoursocial media, you want to
silently sell, and what I meanby that is if you are on a job
(11:42):
right, maybe you're a contractoror something like that you want
to show, like a before andafter of a renovation that you
have done.
You want to show thattransformation and tell the
story of how that job came about.
Talk about what the clientwanted when you first started
walking with them, how they cameto you and they were nervous
about working with thecontractor and doing that
renovation.
(12:03):
And then you talked about howyou kind of contractor and doing
that renovation.
And then you talked about howyou kind of shepherd them
through that process.
You made them feel calm, youmade them feel comforted.
You know what I mean.
And then you did this amazingwork.
You delivered an amazingproduct and now they're happy.
That's the stories that peoplewant to see, not 15% off or book
(12:24):
this service or do that.
No one wants that and there arecertain things that you can do
to sell that information, butyou have to be cognizant on how
much selling you're actuallydoing on social media.
There actually is a formula.
When you're posting on socialmedia and I think they said I
(12:45):
think the breakdown was like 40%of your content should be just
like either educationalinformation percentage is you
actually making an offer?
So that's how you want to lookat it.
Speaker 1 (13:00):
I think educating is that's something that we really
really, really focus on in oursocial media that we put out is
education.
Like there's so much thatpeople don't know about stuff.
How can we help them betterunderstand this?
And making kind of like makinglight of an industry too, like
owning a septic business is notusually glamorous stuff.
(13:22):
No one wants to see inside ofthat tank and what all the stuff
is.
But the funny thing about itcan kind of be like what is this
, you know?
Like random, weird things wefind inside of the tanks, or
like root math that comes out.
One time my guy sucked up adead bird.
Like how did that even get inhere?
Just random things.
But stuff like that gets so muchengagement Anytime I post about
(13:45):
my team huge engagement on thatand just funny little things
like funny little jokes or youknow kind of reposts or things
like that, a funny little jokesabout the industry.
People love that stuff.
But I think it comes down tolike we looking at your audience
with social media, to what areyou trying to achieve with
(14:08):
posting all of this?
Because it can be for multiplefactors.
Before we hit record on this, Iwas explaining to you how it
has actually become reallyawesome for us in hiring people.
When you say that you have thisreally close knit team and
culture is very important to you.
Yet your social media doesn't,or web presence or anything
doesn't reflect your people.
(14:29):
People kind of think you'refull of shit.
Speaker 2 (14:32):
Yeah.
Speaker 1 (14:32):
So you have to show them that you really do mean
what you're saying, and it'sbecome an incredible hiring tool
.
It's actually been a tool whereI have.
I'm working with companiesoutside of my state now in
developing other septic programs, because I consistently posted
on LinkedIn about educationalcontent and they were like
nobody in your industry is doingstuff like this.
(14:53):
Do you want to partner with uson these things?
We've been looking for someonelike you.
You're like I've been postingfor seven years with zero return
on anything, but thatconsistency has paid off in the
long run.
Now it's a great opportunityfor my business to be involved
in this.
So you just never really knowhow you're going to show up, but
what you want to do is makesure you're putting an
(15:13):
incredible face to this brand orthis business that you're
building, so that people canconnect with you.
It is so important.
And the biggest thing, too, Ithink that we got to talk about
is that you don't just talk atpeople.
You have to talk with people onsocial media.
It's not about the number offollowers, it's the number of
people that you're engaging with.
(15:35):
I'd rather have a hundredpeople that love to engage with
me than a hundred thousandpeople and nobody likes or
comments or does anything withyour posts.
How do you feel about that?
Speaker 2 (15:46):
I 100% agree.
You know there's a principlewhen you're faithful in the
small things, then you'll beblessed with the big things.
And I think that's the partthat people do not understand
when it comes to growth and I'musing air quotes on social media
is the majority of it is basedon engagement, not even so much
(16:07):
posting.
It's engagement.
So you know, if someone makes acomment on your post, you have
to make responding to thatcomment a priority more than you
do posting.
You have to make people feelseen.
You have to make people feelheard.
You have to make people feellike again, they want that
connection.
(16:27):
So you have to make sure thatyou are engaging.
Social media provides apowerful, powerful platform for
you to show up as an authority,to show you know what you are
talking about, because thereality is as many people that
is out there making contentthere really isn't a lot of
(16:48):
people making content,especially if you're in a
specialized niche, you know whatI mean.
So you can easily start toincrease your visibility,
differentiate yourself fromothers in your space, just by
sharing information based onwhat you know.
And education is a key part,because the reality, too, is how
(17:09):
people buy, especially thesedays.
They research before they buy.
People buy, especially thesedays they research before they
buy.
They've done their researchbefore they've come to you.
By the time they come to you,nine times out of 10, they've
already researched you.
So if you can help them withthat research by having a large
body of work and content thatthey can just quickly absorb,
(17:31):
not only does it help them inthe education process, but it
also helps for you to build yourknow like and trust factor.
You start building trust withthem as an authority because
you're helping them to learnsomething.
And you spoke about somethingwhich we all struggle with is
consistency Consistency.
(17:52):
So one approach that I like totake with people that I work
with when building theirmarketing plans is the three
questions that I always ask iswhat is the time that you have
to market your business, what isyour capacity to market your
business, what do you have thecapacity to do and what is your
budget?
(18:12):
And the reason why I ask thesequestions is because I need to
build a plan in which you can beconsistent in delivering on,
because it doesn't matter howbig your marketing budget is.
If you are not consistent,you're not going to reap the
rewards and marketing.
What people have to realize ismarketing is a compound effect.
(18:36):
It is a compound effect thathappens over time and the way
that we receive messages now,the way that people buy it's
very fragmented.
Even more and more it'sbecoming even more personalized.
You want to make sure thatcontent actually is a huge part
(18:59):
in marketing your business.
It really, really is.
So if you're not already usingyour social media platforms,
they're free.
You're not technically payingfor it, but you are investing in
it, and that does take aninvestment in time.
It may take some money if youhire someone to help you with it
, but it is part it's a key partof your marketing efforts that
(19:23):
can yield returns, but you'reonly going to see the returns if
you are consistent with it forsure, oh, yes, oh my gosh.
Speaker 1 (19:32):
yes, well, thank you for that.
That's a big one for everybody.
If you do some research toolike I always challenge people
in my community when they'relike I don't know what to post,
I don't know what to do, I'mlike do some research and just
pull out like five people thatare around you that are
providing the same kind ofservice as you.
I don't like to use the wordcompetitors, cause I like if
(19:54):
we'd all collaborate with eachother, we'd all be a hell of a
lot better off here.
So let's just look at the otherpeople that do the same kind of
service that you do and see whatthey're doing.
Most of the time you're likeholy shit, they're not doing
anything.
This is like a wide, openfreeway and I can drive as fast
as I want right here, which issomething that we totally
(20:15):
capitalized on.
We do tons of stuff on socialmedia and we don't pay a dime
for it, because we're the onlycompany in the whole Phoenix
metro area that uses socialmedia for anything in our
industry, which is so crazy.
But they just don't payattention to that stuff.
So that already sets you apartfrom so many others.
What are they doing?
(20:37):
What do you feel like you'redoing better?
How do you show people that?
Because it's a great resource,even for your team internally,
to be able to say oh yeah, youhave, for example, my business.
Oh, there's roots in the tank.
Let me send you a picture ofwhat this looks like.
You can instantly pull it up.
We talk about it with ourentire team, so we have an ax
(20:57):
like a huge vault of assets thatwe can actually use when
describing work to people.
Oh, we have a post about this,we can send them directly to our
things.
We get followers from people.
Just sending them informationlike this is what it looks like.
There's so many different waysthat you can utilize it.
You can reach out.
You can prospect even potentialnew customers or clients to
(21:19):
come into your business, becauseDMs are also free.
That's something you don't haveto pay for, unlike SMS
marketing or email marketing.
If you work with real estateagents or home inspectors or
people that are on social media,reach out to them, introduce
yourself.
How can I help you?
Offer to help, don't offer tosell them something.
Speaker 2 (21:41):
I think that's a huge part of showing up.
That is a huge part of showingup.
It's adding value.
Adding value before you'reasking for something, and the
more that you can show that youare providing value, you're
contributing value.
There's this reciprocity.
That happens is that peoplestart.
(22:02):
They start coming to youbecause you've built equity as
the trusted authority you knowwhat I mean and so now they're
trusting you.
You're building that equity,and then they also want to help
you in return.
So you know, like you talkedabout going into the DM, social
media is not just a marketingtool.
It is part of your sellingstrategy, you know.
(22:22):
So when you're bidding for acontract, when you're trying to
get that sale and you're able tosay, hey, I know that you have
this problem and send them afree social media post that you
posted that speaks on that topic, that could be a game changer
in you landing that contract,because you've done something
different that your competitordidn't.
And the thing about it is thequicker that you can shortcut
(22:46):
for people their processing timeand make it easy for them to
get the information, read it,look at it whatever, digest it
and make a decision-makingprocess that will give you the
advantage.
And that's what posting tosocial media definitely has you
to do, for sure.
Speaker 1 (23:02):
Yeah, if you're working with particular people,
like when we work with realestate agents, my guys always
take a picture of like the truckand the sign in the same
picture and then we post that toour story and just say, hey,
thanks so much for the business,everybody that follows them
they've probably got other realestate friends.
Speaker 2 (23:18):
Exactly.
Speaker 1 (23:19):
Oh, who's these people?
Everybody's.
You're getting exposure bytapping into other people's
networks.
Yeah, and it's crazy you can doit in your PJs, if you want
Exactly.
Speaker 2 (23:28):
You just gotta be you .
You just have to be strategicand and smart about it.
And it all comes down to havinga strategy, because it can feel
like a time suck and you're notgetting the returns on it,
especially when you have yourday-to-day.
But you also have to thinkabout it.
(23:49):
You have to carve out time eachday to market and create sales
in your business.
It's the only way your businessis going to grow.
So the way to do that socialmedia opens you up.
You can target people.
That's the beauty about it.
You can find people in yourarea, in your network.
You can find those people tocross collaborate with you know
(24:10):
what I mean and just startbuilding those relationships.
And I think a lot of times weforget these are social
networking sites.
You have to go on there tonetwork.
It's just networking virtuallynow, but same thing that you do
in person.
So if you're part of a chamberof commerce and you're going to
the events, it's the samepremise, except you're just
(24:32):
doing it online, which means youhave to carve out time to do it
and prioritize it for sure.
Speaker 1 (24:39):
Absolutely Showing up , showing up again.
You got to show up Visibility.
Visibility is a theme.
Mindset is everything.
When you start with this.
Hey, I want to switch gearsjust a little tiny bit here,
because I really want to talkabout the branding part of this
too, because I think what oftenhappens in small business is
(25:00):
marketing and branding arethey're stuck together.
They're the same thing.
When we talk about branding,you're talking about marketing
and vice versa.
There is an incredible post onCandice's Instagram.
If y'all want to go check itout, we'll put the links in the
show notes.
But you have a greatinfographic on here that's
(25:20):
talking about.
Marketing is about.
Branding is about.
Tell me what you would phraseas marketing and what you would
phrase branding to be, and whydo they differentiate from each
other?
Speaker 2 (25:35):
So there is a quote.
It's by unknown so I can'tattribute it to anyone, but it
says marketing is like askingsomeone out on a date.
Branding is why they say yes,and I think it's the best
explanation of the differencebetween the two.
So, continuing with thatanalogy, you have someone and
(25:59):
we've all dated right.
So you have someone that asksyou on a date.
You have several people thathave asked you out on a date
several guys, girls, whateveryour preference is but the
person that you said yes to yousaid yes to them for a reason.
You connected to them on adeeper level.
(26:19):
There was something about themthat drew you in, that made you
feel seen, something that theysaid made you connect to them,
something that they did made youtrust them.
That is branding.
And what branding does is itspeaks for you before you even
(26:42):
walk into the room.
So when you are marketing yourbusiness, it is solidifying that
space in the customer's mind.
So we in marketing speak.
We call it brand equity.
So what I was saying earlier isyou want to be top of mind when
your customers have a need.
That is what branding is.
(27:03):
So it's like okay, I need XYZcompany to do my taxes or
whatever.
That's who I'm going to,because they built that trust in
your mind.
So it's why we have ourfavorite brands.
So, like my favorite brand,apple, I only buy Apple products
.
I'm a brand loyalist and thereason why I'm drawn to that
(27:26):
brand is because they've createda story that I feel I'm a part
of, their identity I feel I'm apart of, so when I buy their
products, it reinforces acertain identity that I have
about myself.
And that is the deeper level ofbrand loyalty that you
(27:48):
ultimately want to have withyour customers, because it costs
more money to acquire a new onethan it does to retain your
customers and you actually makemore money off of the customers
that you retain versus the onesyou newly acquire.
So the goal is to have repeatcustomers.
(28:08):
So we always think more and, yes, you want to increase your
customer base, but you actuallywant to go deep, so you want to
go deep.
So if you replace my septictank, then that means you want
to be the go-to for everyone inmy family who owns a home that
has a septic tank.
So I'm not just one customer,I'm actually could be
(28:31):
representing five customers foryou, and that's how you have to
look at it and it's like why dowe have these culture wars
iPhone, android there's a reasonfor that.
These brands don't pay us toadvocate for them, but yet we
get into arguments on socialmedia.
Like my husband, he's an avidAndroid, so we're always back
(28:55):
and forth about who has the bestfeatures.
They're not paying me.
I don't get it.
Yeah, you know what I mean, buthere I am promoting this brand.
They're not paying me for that.
You know what I mean.
So that is the power.
That is the power of branding,and I think that many businesses
make the mistake that, oh, Ihave my logo, website, pretty
(29:17):
color.
I'm a brand.
No, you're not.
No, a brand is actually.
It's solidified over time.
When you start your business,branding is actually a powerful
tool to communicate how youmarket your business and it
(29:42):
streamlines things, because manytimes, people become very
overwhelmed at the thought ofmarketing or they think you know
, I'm posting on social media,I'm marketing my business, and
social media in itself can feelvery, very daunting, but when
you go through a process ofbrand strategy, coming up with
your brand strategy, it helps tostreamline things and help you
(30:03):
to develop the message that willbe so crystal clear for your
customers and they're going tobe like yes, you are the one for
me, you're who I need, andthat's part of the problem.
When businesses are promotingthemselves, they sound and look
like everyone else or they'reonly talking about their prices
(30:26):
and the things that people don'treadily.
I don't want to say, care about, but they're not ready to hear
yet.
So there's nothing about youthat's going to make me choose
you because you sound likeeveryone else.
Okay, your logo means nothingto me because I don't know what
your logo stands for, and then Ihaven't gotten to know you.
(30:47):
So what marketing does?
It reinforces your branding andit starts to build up that
relevancy and do the consistencyin the customer's mind.
So, like we talked about withyour podcast, your authority,
and so now what's tied to thatis your authority is solidifying
(31:09):
your brand.
So now you've talked about allof this educational content,
you've been very consistentthroughout the years and you're
telling me that you have thisamazing business where you
service based on that, I'm in.
Your brand is solidified.
Speaker 1 (31:24):
I'm in Because now you've taken me through your
know, like and trust factor andyou expedited my process through
that no-transcript people getconvoluted to is that they try
(32:03):
to be everything to everybodyand in the process of that they
get washed out.
Because I truly believe if youdon't stand for something, we
all know how that ends.
You know, and it's okay to saythese are my ideal clients,
these are my ideal customers.
(32:24):
Something I refuse to use everin my marketing is free,
discounted, cheap, affordable.
Even that one.
It's like that little walk, aline thing and I'm like I don't
want them to be thinking aboutmoney when they call me, because
I know for a fact I'm not thecheapest person in town, so if I
(32:46):
advertise that I'm losing.
Those aren't my people I wantto appeal to.
I have value in this businessand I'm going to show you value
by making you feel heard.
Having a professional person onthe phone reviews good-looking
trucks that don't leak shit allover the place, the littlest
(33:06):
tiny things they all tietogether.
What are you making them feel?
When somebody pulls up in anunmarked van at your house and a
plumber's coming, you're like,well shit, am I getting
kidnapped or is this the actualplumber coming to my house?
And I've had several of them dothat, and as a business owner
that is very, very particularabout brands.
I'm like why don't you have asticker on it?
(33:29):
First of all, I'm like what ahuge marketing opportunity
you're missing out on.
But second of all, like you'remaking me feel nervous to answer
the door to get my nervousproblem fixed You're a nervous
wreck the entire time they'rethere because you didn't think
about the presentation of whatthat looks like.
Branding is so much more thanjust your website and what's on
(33:50):
your business cards how do youlook?
Speaker 2 (33:53):
Everything that you said and I love how you started.
How do you want them to feel?
And then you made clear whatyou stand for and you also made
clear what customers you'retargeting.
If you are talking to everyone,you are talking to no one and
(34:14):
it can feel that you are missingout on a large market by making
a choice in a smaller segment.
But it's actually the opposite.
When you make a decision onyour target audience, you are
setting yourself up to beprofitable for a couple of
reasons.
A, unless you have unlimitedfunds to market specifically to
(34:39):
everyone, then you are doingyourself a disservice trying to
appeal to everyone.
Secondly, you're appealing tono one because no one's values.
No one likes someone that ridesthe fence.
No one likes someone whodoesn't take a stand.
However you want to look at it,you know what I mean.
You have to stand for something, because then I don't know how
(35:01):
to receive you.
And if I don't know how toreceive you, then that means I
can't get to know you, whichmeans I won't get to like you
and I'm damn sure not going totrust you and I'm not going to
spend any money with you.
And even when you said aboutbeing conscious about the words
that you use.
All of these things play intoyour brand.
(35:21):
Your pricing plays a part ofyour brand because it's how you
are perceived and now thatdrives how you show up.
There is a reason why yourtrucks are outfitted and
well-branded.
There's a reason why your teamshows up in uniforms and
(35:41):
well-branded.
There's a reason why your teamshows up in uniforms.
There's consistency therebecause you're showing up ready
to deliver value.
I always say that you don't wantto start focus on being better.
I tell my clients no, we'regoing to position you
differently.
We're going to position youdifferently.
You want to be different in themarketplace, not better,
(36:04):
because when you are better, youquickly go down the rabbit hole
of competing on things likecosts, features and benefits,
things that people can easilycompete with you on, and then
you end up competing on price.
You can't make money.
If you're a discount store youknow what I mean, and the
reality is a small business.
(36:24):
You do have a fiduciaryresponsibility to be profitable
and if you decide to be premium,absolutely you can do that, but
you also have to make sure thatyou show up as premium and you
are very clear on the targetaudience that you're going to go
after.
(36:45):
That will see the value in whatyou're offering and willing to
pay premium.
So there has to be an alignmentin who you want to serve, but
also who can pay you and whatyou are prepared to deliver on.
That's the other thing too.
Don't come out here premiumpricing and you looking janky
(37:05):
and expecting people to pay you.
That's not going to work.
Speaker 1 (37:07):
It's not going to work.
Oh my God, that was so good.
Oh my gosh, that was amasterclass right there for
people to just pay attention tothat little spot right there is
so huge.
How can you be different, notbetter, oh my gosh.
That is so huge in this industryI can't even.
I've been doing CSR trainingwith my team this week and so
(37:30):
many people in this trainingwhen they're like we were
talking about how to handleobjections and they were talking
about instantly what's your,what's the number one thing you
get objections on?
Pricing, pricing, pricing,pricing, pricing, pricing.
Everybody thinks in thisindustry that the problem is you
have to be competitive onpricing.
What do you think you have tobe most competitive with in
(37:52):
order to stand out in a market?
Speaker 2 (37:53):
So usually when you are met with a price objection,
it's because the customer hasnot seen enough value, you have
not communicated enough value tothem, and which means that the
gap has not been widened enoughfor them to want to pay the
(38:14):
premium pricing.
So usually it's not a questionof and that's.
We automatically think.
Well, if I reduce the price,then they're going to buy.
But I always tell people itcosts to give something someone
for free, free costs.
So it takes listen, it takes thesame amount of effort to sell
(38:36):
something low ticket that itdoes high ticket.
It literally takes the sameamount of effort to sell
something low ticket that itdoes high ticket.
It literally takes the sameamount of marketing effort like
legit.
So cheaper and free is notnecessarily does not equate to
lucrative or desirable by thecustomer, because in some
instances, if you are too cheap,I'm questioning your quality.
(38:58):
Yeah, so you know, and we'veall been in those situations
where you you went cheaper andit ended up costing you more in
the long run.
So, yeah, there's usually costobjections is definitely tied to
value.
That's what people are lookingfor.
(39:19):
What is the value and how canyou over deliver on the value?
Speaker 1 (39:24):
Yes, oh, so good.
So so good, oh my gosh.
Well, this has been oneincredible conversation.
I could sit here and chat withyou for hours about this stuff,
and everybody in this communityis always looking for different
kinds of ways to increasevisibility, different ways to
show up for their business.
(39:44):
They really do have, like, theservice heart of like, how do I
build a great business that isdoing good things?
And I think today, if you arestruggling with any kind of
marketing or branding orunderstanding the difference of
those, definitely go followCandice on her Instagram.
She also has a little freebiefor you guys that can help you
(40:08):
out with some of this stuff too.
Why don't you tell us whatyou've got up?
Speaker 2 (40:12):
for these guys.
So we talked a lot today aboutvisibility and communicating
value, and usually I love whatyou said about your audience,
like heart-centered people whowant to do good work, and what
I've noticed a common trendaround heart-centered people is
we don't know how to talk aboutthe value that we bring.
(40:33):
We over-deliver on it, but wedon't know how to talk about it,
and so when we get intobusiness, it becomes even a
bigger barrier to do that.
So I have a quick little guidethat I would love to give your
audience, and it's going to walkyou through how to communicate
your unique value so that youshow up, stand out and sell more
(40:54):
in your industry.
Speaker 1 (40:56):
Oh, so huge, so so huge.
We'll definitely put the linkto that in the show notes.
Take advantage of this, ladies,because there is so many people
that want to help.
Candice obviously has thatservice heart herself, that's
how I know.
Bring good stuff, things likethis that you can utilize inside
(41:18):
of your business.
I know a lot of the women inthis community.
They're doing the marketing bythemselves.
They don't have a team ofpeople that are doing this, and
if they do, it's a very smallteam, so they've probably
trained them coming in to helpthem anyways.
So anything you can do forresource stuff, I'm going to
download this and give it to mysocial media person that works
here on my team, because I sendher stuff all the time.
(41:39):
There's so many great resourcesout there.
Plug into and follow peoplelike Candice on Instagram, on
whatever platform you are on andyou enjoy visiting.
Quite often those little thingsthat pop up like this marketing
versus brand.
Like marketing is about,branding is about.
I was like, oh my gosh, this isa podcast episode in itself.
(42:01):
There's so many things thatjust really make it super simple
for you to understand.
Don't be afraid to say I don'treally understand what y'all are
talking about.
Like can you help me with this?
Because the reason why we exist, the reason this community
exists, the reason Candice'sbusiness exists, is because we
really, truly want to help youstand out.
(42:21):
We want you to build yourunique value in the market that
you're working in, so that youaren't going back to competing
on price, that you're actuallycompeting on what you are
delivering every single day whenyou go out and work your little
hearts out.
So let's maximize the hell outof that and thank you for
providing resources where we cando that.
(42:41):
I appreciate it so much.
Candice, if someone wants tofollow you, obviously they know
you're on Instagram, FM Raving,but where else can they find you
?
Speaker 2 (42:49):
You can find me on Instagram at Candice Jackson
Long, linkedin Candice JacksonLong and my website
CandiceJacksonLongcom, so justmy name, candicejacksonlong and
my website,candicejacksonlongcom.
Speaker 1 (43:01):
So just my name.
Excellent, so so wonderful.
So at the end of every podcast,I'd love to ask this question
because I find it fascinating ingrowing this ladies kick and
ass community.
The reason behind that reallywas, like I need more women
around me that are moms, thatare working, that are building
(43:23):
businesses, that are in theservice industry.
You know, I would go tonetworking events and I'll be it
.
Like there's the doTERRA ladyand the Mary Kay lady and
someone selling supplements andI'm like, yeah, but you don't
know how to.
Like I'm struggling with hiringconstruction workers.
Like I want to talk to somebodyabout this, like how do you do
this?
And I just really wanted tofind people.
(43:44):
As you're starting andbootstrapping a business,
sometimes you need to just askfor some help and maybe you
don't have the money to do it.
And where do you find peoplethat are willing to mentor you
and coach you and help you?
So that is the whole purposebehind building this community
is I felt like I've got 15 yearsof experience in this.
How can I bring more ladies tothis table like you?
So thank you so much for yourtime to help these women that
(44:06):
are building these buddingbusinesses, but you have
obviously built your ownbusiness too, and in that I'm
sure you had to like reallyreach down into the depths of
your soul.
In, entrepreneurship is for notthe faint at heart, that's for
freaking sure and just be ableto rally.
Some days that looks like I'mjust going to get up and do what
(44:29):
I got to do.
Some days you're like chargingfull steam ahead.
Some days you're like I need tolearn how to relax because I
don't know how to do that.
Speaker 2 (44:36):
Yeah.
Speaker 1 (44:36):
So when you hear the phrase ladies kicking ass to you
, what does that mean in yourlife?
Speaker 2 (44:43):
That phrase.
It's so powerful and it I'mkind of losing words because
it's hitting my heart.
But okay, you know women are.
So we're dynamic, we'repowerful, we're
multi-dimensional and we can doa lot.
(45:07):
We can definitely do a lot andI think what you said, the way
you encapsulated it, was perfect, because entrepreneurship is a
journey of self-discovery.
Entrepreneurship is a journeyof self-discovery.
In this journey, I have had toface childhood traumas.
I didn't know was there mindsetissues, like all the issues,
(45:29):
and I was like I'm just tryingto start a business.
I didn't know I had to dealwith all of these things, but I
had to because they werestunting my growth.
And being around women who areon the same path as me and being
able to be vulnerable and beingable to share is in creating a
space for me to gain strength sothat I can go out and kick ass.
(45:55):
There's a force behind that.
But I also think that there isa permission in that to also sit
down, take your cape off andjust be okay.
You know what I mean.
It's okay to have a day whereyou're I don't, you just don't
know, and you're crying, butthen the next day you get it out
(46:19):
.
You get it out.
You take a shower, you put yourmakeup on and you're crying,
but then the next day you get itout.
You get it out, you take ashower, you put your makeup on
and you're like okay, I'm ready.
So for me, it's about resilience.
It's about the simplest phrase.
I just saw it on something Iwas watching and I don't know.
It just hit me differently thistime and it just was keep going
.
I don't know, it just hit medifferently this time and it
(46:41):
just was keep going.
That's what Lady Kicking Assfor me signifies.
It's just keep going, just keepgoing.
You may not know what it lookslike today or tomorrow.
You may not know where the nextsale is coming from.
You may not know what you'regoing to do or maybe you do, and
maybe the other side of that isyou have a huge opportunity in
front of you and you're tryingto do, or maybe you do, and
maybe the other side of that isyou have a huge opportunity in
front of you and you're tryingto make decisions.
(47:03):
Right, keep going, Keep going.
One thing that keeps me goingis I am planting seeds for the
me of tomorrow.
I want to meet the version ofme tomorrow that I have
envisioned today, and if I don'tget up and kick ass today, I'm
(47:23):
not going to meet her.
I'm not going to meet her.
So I may run and stumble andfall, but it's the getting up.
That's what kicking ass is.
Kicking ass is literally thegetting up.
It's the getting up.
Speaker 1 (47:38):
So that is beautiful.
You're going to make me startcrying.
I'm such a baby.
I cry on here all the time.
I love these so much.
I, I.
I don't even remember who I wastalking to this week, but
somebody had said failure islike failure tried to kill me
but it didn't know what, orfailure tried to bury me, but it
(47:58):
didn't know I was a seed, oh Ilove that and I was like, oh my
gosh, if you can embrace thatjust in itself there of like,
it's not if you fail atsomething, it's when.
It's not when you need to slowlike if you need to slow down
(48:19):
you will need to slow down atsome point and you know, like
keep going, keep going, take thedamn day off.
You're not going to blowanything up in a day, Take it
off.
Speaker 2 (48:29):
Yeah.
Speaker 1 (48:30):
I love that Put your cake down for the day, enjoy who
you are, because we are so muchmore than just these businesses
we've created.
We're so much more than a mom,a wife, a friend or anything
else.
Returning back to ourselves, Ithink, is one of the most
beautiful things that we couldpossibly do in this huge journey
(48:50):
of entrepreneurship, because,like you said it's not just
about building a business,you're building yourself in the
process.
Absolutely.
Speaker 2 (48:57):
They need to tell you that when yourself in the
process, absolutely.
They need to tell you that whenyou decide to make this, leap
If they told us that we probablywouldn't have started.
Speaker 1 (49:06):
So I didn't know.
To be fair.
Thank you so much, candice.
This has been a pleasure, andthank you so much.
I truly feel like I have met anew friend today, so thank you
so much.
Speaker 2 (49:18):
Thank you so much for having me.
Speaker 1 (49:24):
Thanks for being part of the ladies kick and ask
community Cheers to all youbadass women out there.
Keep rocking your power,igniting your fire and making
waves in the service industry.
If you love today's episode,please do me a quick favor.
Take a screenshot, post it andtag us at Ladies Kicking Ass.
Be sure to include the link toyour favorite episode.
(49:45):
Your support in spreading theword means the world to us as we
aim to empower even more women.
Hit that subscribe button tostay tuned for more Kick-Ass
episodes.
And don't forget a five-starreview is the ultimate high five
.
Connect with us on social media.
All the links are in the shownotes.
Thank you for being part of ourtribe.
Now go kick some serious ass,lady.
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