April 20, 2025 • 43 mins
Struggling to stand out in a crowded marketplace? Discover how niching down can help you attract your ideal clients, raise your prices, and build a profitable, freedom-based business.
In this episode, marketing expert Amber Gaige shares proven strategies successful entrepreneurs use to grow faster and with more clarity. From positioning your brand to crafting messaging that resonates, this conversation offers a clear roadmap to help you differentiate and dominate your market—without the overwhelm.
You’ll learn:
- Why niching down creates more opportunity, not less
- How to position yourself as an expert in your space
- The secret to building a strong, unique brand
- Mindset shifts to overcome marketing confusion
- How to grow your business in alignment with the life you want
Perfect for entrepreneurs, coaches, and service providers ready to get focused and grow smart.
Connect with Amber Gaige
Website: farbeyondmarketing.com
Book: The Far Beyond Marketing Guidebook (Available on Amazon)
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Amber Gaige (00:00):
They were plumbers.
Okay, a plumber is a plumber isa plumber.
No offense to us out there.
I love you all.
Right, plumber's kid, butyou're a plumber, right.
How do you do it differently,plumber?
Okay, so it is like overlandplumbing and he's got the ducks
on the dashboard, right?
That is his unique sellingproposition, right?
(00:20):
Yeah, it's all about goingabove and beyond and off-roading
.
It's this all terrain and thisis the look of the brand, right?
And then Benjamin Franklinplumbing when they started, they
decided they were going to bethe punctual plumbers, so they
were going to pay you.
That is a unique sellingposition.
Both plumbers are going tounplug your toilet, right, right
(00:41):
, but one plumber is going toshow up in a Jeep, and then I
was going to pay you if he'slate.
Jennifer Loehding (00:46):
Welcome to the starter girlz podcast, your
ultimate source of inspirationand empowerment.
We're here to help womensucceed in every area of their
lives career, money,relationships, and health and
wellbeing while celebrating theremarkable journeys of
individuals from all walks oflife who've achieved amazing
things.
Whether you're looking tosupercharge your career, build
(01:08):
financial independence, nurturemeaningful relationships or
enhance your overall well-being,the Starter Girlz podcast is
here to guide you.
Join us as we explore thejourneys of those who dare to
dream big and achieve greatness.
I'm your host, jenniferLoehding, and welcome to this
episode.
Welcome to another episode ofthe Starter Girls Podcast,
(01:34):
wherever you are tuning in today.
We are so glad to have you.
I am your host, jenniferLoehding, and we are going to
get this thing started All right.
So I want to open up with this.
Marketing isn't just aboutvisibility.
It's about strategy, clarityand making every effort count.
My guest today has spent overtwo decades helping businesses
(01:54):
cut through the noise and growwith purpose, and so I'm so
excited to chat with her today.
She's a friend.
She's here locally in theDallas area.
This is gonna be so much fun,but before I get her on here, I
do need to do a quick shout outto our sponsor.
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And with that I want to make onemore mention to head on over to
startergirlz.
com.
Why do you want to head overthere?
For a couple of reasons,actually three good reasons.
(02:56):
One, if you've missed anyepisodes, you can catch up.
You can also join our communitynews, where you can keep up
with what is going on and you'llnever miss an episode.
And then, lastly, we have anawesome quiz over there called
the Success Block Quiz, whereyou can determine what your
number one success block is thatmay be impacting your success.
And it's free, takes twominutes, so go over there and
(03:17):
check it out.
And again, that is startergirlz.
com.
All right, we want to get ourguest on the show today.
So my guest, amber Gage, is astrategic marketing expert with
over 20 years of experiencehelping businesses in
competitive industries stand outand scale.
As a daughter of a plumber anda third generation entrepreneur,
she understands the uniquechallenges of home service
(03:38):
businesses to drive excuse me,home service businesses and uses
data-driven strategies to drivesustainable growth.
Amber's own entrepreneurialjourney includes founding and
scaling a company to privateequity acquisition in just five
years.
Now, as the founder of FarBeyond Marketing and a certified
story brand guide, she helpsentrepreneurs, franchisees and
(04:00):
trade professionals simplifymarketing and maximize profits.
With a track record ofdelivering real results, amber
is the go-to expert forbusinesses looking to eliminate
wasted efforts and achieveambitious growth goals.
So, amber, welcome to the show.
I am so excited to have youhere today.
I'm so happy to be here withyou, my friend.
(04:23):
It's gonna be fun.
It's gonna be fun.
So the great thing I got totell our listeners one of the
things I love about Amber shewas actually connected to me
through somebody else.
Mutual contact introduced usand, like the first time we got
on a Zoom, we were like oh mygosh, we have similar energies
and passions.
It was like a big heart attackback and forth, with us talking,
and so we've been friends since, and I'm so thrilled to get her
(04:46):
on here today and talk abouther journey and what she's doing
and how she's helping herclients achieve results and all
that good stuff.
So, amber, this is gonna be fun.
Amber Gaige (04:55):
Yeah, first time you and I chat, I'd be like talk
to me an hour and a half.
We went, oh yeah.
Jennifer Loehding (05:01):
I have a few friends like that in my world
and it's fine.
You know, I'm sure you find thesame thing that not everybody
absorbs our energy.
Well, when we find our match,it's really good.
And I don't know, sometimes I'mlike exhausted when I'm done
because it's like, oh my gosh, Ifound another person that has
energy like I do and it's like,yeah, it's good, but you're just
tired when you're done.
You know that's right, don'teven need coffee, we're just
(05:26):
high on life.
Exactly, exactly, yeah, let'sget this thing going.
I want to talk about whatyou're doing, so tell us a
little bit about you know, your,your marketing, like what all
this is about for your clientsand how you're helping them have
success.
Amber Gaige (05:36):
Oh my gosh.
So we love helping our clientshave success.
So we are all about creatingreal plans, customized
approaches and strategies tohelp our clients win, because
everyone knows someone who'sbeen screwed by marketing that
didn't work.
They've made that investmentright.
They've been like oh yeah, Iwrote the check for this or I
tested that, and it's like Ididn't get a single thing out of
(05:59):
it.
I hear that every day and itjust breaks my heart.
So what we do is we meet withevery single client and we say
what are your goals?
What's going on operationally?
How can we help you move theneedle?
And then we actually match andcreate a plan for them with good
strategies and tactics that are100% transparent, 100%
(06:20):
data-driven, all based on ourproprietary platform of the Four
Seasons Marketing, which is myinternational bestselling book,
and we help them to get theirbusiness to the next phase of
where they want to be.
And we hold their hand thewhole time.
We don't put them in a trackand we're like, okay, thanks for
signing up, peace out.
No, we're very much hands-onstrategic marketing guides for
our clients.
I like that, peace out.
Jennifer Loehding (06:47):
No, that's important because marketing
obviously is one of the most youknow like important parts of
your business.
If you don't market, you haveno business right.
And it is a tricky thing for alot of people to master.
I mean, I'm not going to lie,it is for me too.
I think for all of us it'slearning how to connect, you
know, with your audience andfinding out what it is that you
need, what pain points they'regoing through, and then how to
deliver that message so that itspeaks to them, right, yeah and
(07:09):
you gotta make sure that you'rehitting the right people with
the right message at the righttime.
Amber Gaige (07:13):
And marketing is there's no silver bullet, anyone
that gives you a guarantee,that says, oh, it's 100% gonna
work.
They're just, you know, sellingyour oceanfront property in
Arizona.
I don't know, but no, it'salways a moving target.
You have to figure out what'sworking in order, you know, and
then try it and test it again.
Jennifer Loehding (07:34):
And to your point on that, I mean I have a
real case thing going on rightnow because I'm getting help
with the SEO on my YouTube pageright now, which is so
interesting because it is.
It's a lot of trial and error,right Like we've been doing it
one day, which, I will tell you,is like a massive shakeup,
because when you, when you'vebeen doing something one way and
then all of a sudden somebodycomes in and goes you might want
to tweak this a little bit,let's do this.
And then I'm like, oh my gosh,you're like rocking my boat,
cause that's my safety net,right Like.
(07:54):
I'm like, but it's interestingbecause we're doing like a
little bit of AB testing to tryto see like, hey, if this is the
thing that people are clickingon, or is it this that people
are clicking on, kind of thing,and so it's interesting.
But you're right, it is.
There's no right way, becausethe one thing you think may be
the right thing, you know youmay like it, it may be your
thing, but it may not be whatresonates with your people and
(08:16):
the one thing you put up you'llbe like, hey, I don't like that
thing and that's the one thingthey like they click on it and
they latch onto right.
Amber Gaige (08:23):
Right Cause it has to be all about our people.
I think one of thequintessential sins of marketing
agencies and marketers as awhole is we make it all about us
and we can't do that.
It's all about our client.
It's all about our customer.
You've heard me say this ahundred times.
It's about solving the problemthat the customer has through
our product, service or area ofspecialty, and if we make it
(08:45):
about them, then they win andthen we win.
Jennifer Loehding (08:48):
It's a lot to think about and I'll tell you I
may have shared this with youor maybe I didn't.
I did a mastermind over summer,I think I kind of shared with
you.
I was building out this offersuite and it was so crazy
because when I first built thatcourse out, it was all like,
okay, this is what I like and Istill love it.
Don first built that course out.
It was all like, okay, this iswhat I like and I still love it.
Don't get me wrong, I love thatcourse.
But when I got to the end ofthat, I was like, oh my gosh, I
(09:08):
built this beast out.
Now who am I person?
Who the heck is buying thisthing?
Like right, I had to rethinkthis and I remember her telling
me this was last summer.
I remember her saying I wantyou just to put that on hold
right now.
I want you just I know it'shard because you took a little
bit to just put it on hold.
We need to engineer itbackwards and figure out who the
(09:29):
client is that we want to getto this level.
And then I realized, in orderfor me to do that, you know,
given the industry that I'm in,we had to build out this offer
suite.
It couldn't just be this bigcourse, because the person that
was going to buy this big horseis probably somebody kind of
like me that would get that, andI really wanted to find a
person and walk them throughthat journey, to take them there
(09:50):
.
So I didn't really know all thisat the time that I built that
out.
I started realizing that as Iwas going through and having
these pain point moments whereI'm going okay, this is stupid.
I built this out now and Idon't even know who I'm selling
it to.
I don't even know who my avataris Like right, I created it.
I realized my avatar was me.
It was me.
It was the person when Istarted this business.
How did I get to where I amtoday?
(10:11):
There was all this journey thatI had to go through.
So there are a lot of painpoints in this whole marketing
thing and I think, like if youcan cut out how to be effective
and address those pain pointsand find the right person Ms
Amber, like right, find theright person that can help you
do this, and I think it's verycommon for us to attract the
(10:33):
kind of people that appreciatewho we are, right I mean.
Amber Gaige (10:37):
So it makes sense to me that your target
demographic was someone like you, but you had to go through the
process of making sure that youfound the right person and that
that was validated in yourprocess, and I talk about that a
lot.
I'm like look, target audienceis so much more than gender, zip
code, income, household.
It's a psychographic, it's anapproach to business, and that's
(10:57):
why I say there's plenty ofroom for business to go around.
We can all do the same thingand still have plenty of work
right, because we're all goingto attract a different audience
when it comes down to it,because we're all different.
Jennifer Loehding (11:08):
Yeah, and I'm so glad that you say that too,
because one of the things I'lltell you back when I was in Mary
Kay and I was working with myteams, a lot of times people
would get hung up on really, andI realized to them in that
moment it was big because I knowfor me it was when I started,
right but they would get hung upon little things like making
sure we had the right script,and I would say, no, really,
you're marketing yourself,Nobody cares about a script.
(11:28):
What they want to know is whoyou are as the individual.
Because we at that time keep inmind when I started this in the
beginning we're talking thelate 90s, before we had reels
and all this social media andall this big time internet we
were face to face on everything,like we were in people's faces.
But nothing has really changed.
At the end of the day, it'sstill you are marketing you like
you and your brand and what youbring to the table.
(11:49):
And so you're very right whenyou say that there's plenty of
room for us to go around,because it's really about you
and who you're attracting andfitting that need right, Like
fitting that gap between who youare and the people that you're
trying to attract.
And so, yeah, I think it'simportant Find your people and
(12:10):
really not be hung up on all ofthe superficial things, right,
Like just really hone in onmeeting those people's needs.
Find those people, yeah.
Amber Gaige (12:20):
Yeah, find those people, find their needs, figure
out what uniquely you bring tothe table your unique selling
position.
Um, we are going to attractpeople that appreciate us for
who we are right as colleagues,as friends, as clients, as
business owners.
We're a feather flock together,right?
I mean, it's been happening forcenturies.
(12:41):
So when you find those peoplethat appreciate your authentic
offer, that appreciate theapproach that you bring to
business, they're automaticallygoing to be drawn to you.
I talk about this a lot when I'mhelping franchisees that are
trying to decide should I do abig brand franchise or should I
go with an underdog brandbecause I can get the territory
(13:01):
that I want, because it's alesser known brand.
And I tell people all the timeyou're selling yourself.
It's exactly what you just said.
You are doing business withpeople who appreciate who you
are and then your brand follows.
You always start with apersonal brand.
My brand may be far beyondmarketing, but I'm the face of
(13:21):
it and so when you focus on that, then people allow you, then
the trust builds and I thinkthat's you know your brand
builds as well with time.
But ultimately people areattracted to who you are and how
you do business.
Jennifer Loehding (13:34):
Yeah, that's really good that you put.
You say that too, because Ithink a lot of people, you know,
think they want to hide behind,and that's kind of like what
I'm going through with mine,because I have, like you know,
starter Girls is our, is the bigbrand, which is all about, you
know, female empowerment and howdo we help female entrepreneurs
grow.
We have a lot of men thatlisten to the show too, but it's
really geared to how do we helpthose women thrive.
(13:55):
And a lot of that is because ofall the pain points that I went
through in the different stagesof my life and I realized that,
in order for us to reallythrive, we have to really work
on all these areas, right, so.
But then there's also JenniferLoading Brand, right.
And then Jennifer Loading Brandis really about holistic
wellness.
It's about, you know, the mindbody connection, all those
things that I like to do thathelp us thrive.
(14:16):
You know, in that, in thatcapacity, and then the reason
being because those are, I feellike are, the most important,
you know, pieces of of how wethrive.
But it is, you're right, it'sso, it's so.
You know, you have to buildyour, you're the brand, and then
the bigger brand follows behind, you know, comes behind that.
So I've been learning a lot ofthat, you know, as I, for a long
time, I couldn't figure out howto separate those but keep
(14:39):
those together.
And I, finally, as I wasbuilding out that offer suite, I
really started connecting.
Okay, what are we trying to dohere with starter girls?
And then, what's Jenniferloading?
They really overlap, butthey're, they're nuanced
differences, you know, yeah.
Amber Gaige (14:52):
And they will overlap and that's okay.
I think a lot of times we getso bogged down into thinking it
has to be so separate, you know,and do I build a brand based on
me or do I build a completelyseparate brand?
It's okay that it overlaps,it's completely fine.
My four C's of marketing that'sthe way that I do business
underneath, far beyond marketing.
Why is it far beyond marketing?
(15:12):
Because I want to be far beyondjust a marketing person.
I want people to win, I wantwomen to win, I want their
businesses to win, but I'm stillme.
And, like you said, yourjourney to get to where you are.
We all have journeys and thosejourneys make us who we are and
those journeys really do impactthe nuances of our brands.
You think about it.
You look at your logo, you lookat your colors, you look at
your fonts and your journey.
Jennifer Loehding (15:35):
Yeah, yeah, no, no kidding I, it really is.
And that's the thing when youtry to tell people.
It's like you know, like I wastrying to explain to somebody
about the Starter Girls logo andshe was showing me these like
really pastel colors and theywere beautiful.
But I was cracking up because Iwas like Jennifer's not a
pastel kind of girl.
We're not doing pastel.
I need like bright yellow,bright pink, red, like I am a
(15:58):
bold kind of.
Yeah, I mean don't get me wrong,amber, I'm all about like, I
love, like you know, zen and theblue and weaving in like the
soft, but I'm like that soft,sparky, like it's like oh, I
never even heard myself say thatthe soft sparky, because I, you
know, like I love my moments ofcalm and I think we need to
integrate that into the harmony.
(16:18):
But I got to have that littlebit of pizzazz over there
because my personality is just,it wouldn't mesh if we didn't
have it in there, you know.
So you're right, I think we gotto.
You definitely got tounderstand those.
I think that don't be afraid totake that Like, if that's what
it's to be, absorb that and beokay with that.
(16:39):
Right, like, be okay.
I think the point here is beokay if you're a little bit
salty and you want bright, boldcolors in your branding.
If it fits in your shoulders,people, then that's what it's
meant to be right.
Amber Gaige (16:50):
I'd rather be me and I'd rather be loved for who
I am than to spend my lifebehind a mask, experiencing less
than what I deserve and what Iwant.
Right, let's lean into who weare authentically and let's stop
with the mask.
Let's stop asking people totreat us differently and let's
start expecting people to be100% authentic and you know what
(17:14):
.
We have the right to say who'son our ship.
Either you're in the either.
You're on the ship or you'renot, and it's okay to kick
people off every once in a whileif they don't love you.
Jennifer Loehding (17:25):
Yeah, I know, and it's good that you're
saying that too, because we'retalking, you know, when you talk
about like, especially with newentrepreneurs, I think we've
all been there, like we want tohelp everybody.
Right, been a thing with me too, because I, like you know,
obviously I told you I bring menon the show.
I work very well with men andtalking to them and engaging
with them, you know.
And so I'm like, OK, but whoare let's be real who are people
(17:47):
that buy a lot?
It's women.
Women are the buyers, right, weknow this.
Men don't they buy.
They buy other things that theysay we're talking about
personal development, we'retalking about those things.
A lot of that's going to fallinto the women's space, right.
And so I've had to reallyrethink that as I was doing my
own push.
It's like, ok, who am I tryingto attract here?
Because I'm talking, you know,about things like holistic
(18:10):
health and all this, and I'm notto say men don't buy into that.
But I think, as us women, we'realways looking for ways to
weave in harmony into our life.
And so I've had to really thinkabout my positioning on that,
because I want to gravitate thisway and then I have to think
about who are the people thatyou know.
So it's good that you're sayingthat, because we can't serve
everybody.
Amber Gaige (18:29):
We can't serve everyone.
Jennifer Loehding (18:30):
We can't serve who our people are because
we just really we can't.
When we spread ourself out,then it's hard to even brand our
marketing in those areas, youknow.
Amber Gaige (18:39):
And the data science tells us too, jen, that
the more nuanced you are, themore niche down, the more you
can charge and the more of anexpert that you are perceived to
be in the market.
So our fear is alienation,right, but it's actually the
inverse when you become super,super clear about who you are
(19:00):
and who you serve, you make moremoney.
Jennifer Loehding (19:03):
Yeah Well good.
So are any of our entrepreneurslistening to this right now?
You just heard it from themarketing girl Be sure, business
down so that you can make moremoney and be seen as the expert
in your field.
So good.
You said something earlier,Amber, which I kind of want to
segue into, because youmentioned earlier, kind about
our journeys and how we get towhere we are.
(19:25):
And I've always said this onall the shows I talk about.
You know, our journeys are notlinear, they're very non-linear,
right.
But the thing is is if youstart to, like, connect the dots
between the things that we doand our experiences, you start
finding these overlaps, right.
And, like just today I made acomment to a friend.
I said you know I laugh aboutthis and I've shared this
(19:48):
probably with you that the verything that I used to get in
trouble for all the time wastalking, because I was a
friendly kid and I had to getdone with my work and I'd make
friends with this neighbor, andthis neighbor and the teacher
would be like Jennifer, oh, I'mtelling you straight, A student
but always got in trouble fortalking.
And I find it so funny thatthis is the very thing that
helps me.
You know, do what I do in thework that I do, and so there's
this whole idea of our journeysand leaning into our strengths
(20:11):
and all of those good things.
But I want to talk about yourjourney and kind of how you got
to this, what led you to doingmarketing and branding and all
of these things.
So maybe kind of fill us in andour listeners in on that.
Amber Gaige (20:21):
Oh man, I'm laughing because I always got in
trouble for telling otherpeople what to do, and that's
what I do for a living now.
Jennifer Loehding (20:27):
So it's like you were the boss.
Hey, I was bossy too, so it'sokay, you and I would have been
bossing each other.
All my friends are bossy.
We would have all been likeit's just been.
We would have all been likeit's just been.
Nobody would have beenlistening, because we had just
been telling everybody what todo.
Amber Gaige (20:40):
you know pretty much, pretty much.
I found something in my atticnot too long ago and it was this
this um purple I don't know ifyou remember, lisa frank.
There's this god awesome likebright purple, three bring three
ring binder and it said thehideaway club president's binder
.
President, I was trying to rulethe world, you know.
Jennifer Loehding (21:02):
So it's like you know you want to be in the
club.
You got to join the purplebinder club my binder that's
right.
I do remember by the way yeahyeah, but yeah, I mean.
Amber Gaige (21:16):
So.
I mean, I'm a third genentrepreneur.
We talked about that before.
I spent my life watching myfamily create their own path,
create their own wealth.
For me, yes, money has powerand money is great.
I don't think money is evil,but for me, freedom is what
mattered more than money.
I wanted to be able tonewsflash, call the shots.
(21:36):
I wanted to be able to paint myown path.
And so at first, when you'regrowing up an entrepreneurial
family and you're going throughyour youthful journey, you're
like I don't want to be anythinglike my family.
I'm the odd duck out.
I'm going to go do my own thing.
So I actually traveled the world, spent a lot of time in Europe,
sang internationally, have adegree in opera, and I really
thought I'm just going to gotravel the world and I'm going
(21:58):
to sing and I'm going to enjoymusic and that was great.
That was really fun for a while, until you realize you're broke
as crap and you can't live thatway.
You can only live on the pot ofa karaoke pot or purse for so
long, right?
So came back to the familybusiness and worked there for
many years and then all of asudden got the opportunity to
(22:20):
start my own marketing company,because we were doing marketing
well and other people weresaying what are you doing, how
is this working?
And so, um.
So I started a marketingcompany for other home services
businesses and then, five yearslater, private equity called and
they were like, hey, we likethis concept, so we're going to
(22:42):
buy it.
And they interviewed all of us.
It was a licensing agreement,so there was like four or five
different branches of us at thetime and they flew us all up to
Denver, colorado.
I remember being so nervous andscared to death because I was
the only woman and I was under35.
And they had us all in thisinterview process about who was
going to be the president ofthis new brand.
And I got it and they picked me.
(23:04):
And I remember looking back onthe plane ride and it was one of
those fly in, fly out days, youknow.
So you're like you're flying infor the meeting and you're
flying out that night and Iremember, just sitting on the
plane, I took my shoes off and Iwent.
What the hell just happened?
Oh my gosh, like I'm leavingthe family business.
I'm now going to run this brandnationally.
I'm 33, 34 year old female andI got a bunch of 60 year old
(23:29):
dudes working for me.
How the hell am I going to dothis kind of thing, you know?
Um, but it was an amazing,amazing journey to work in
private equity and to learn howto work with people outside of a
family business and respect allwalks of life and work well
with a lot of differentpersonality traits and then
(23:52):
really get into how to solveproblems with businesses from
all across the United States alldifferent sizes, all different
brands, all different industries.
And it was like my MBA it reallywas because I had to learn
school of hard knocks you know,but ultimately, you know, being
a mom and deciding as a womanthat freedom is what mattered
(24:14):
more than money, um, I wanted tocome back to my roots and so
fast forward.
Several years later and at theend of the non-compete and all
that it was, I need the time tobe with my son and I really want
to build something great thathas my name on it, and so that's
when I launched Far BeyondMarketing several years ago and
just haven't really looked back,just been really thankful for
(24:36):
the opportunity to be in thedriver's seat once again.
Jennifer Loehding (24:40):
Yeah, you said a couple of things that
resonate with me.
I think that the reason I also,my parents, were entrepreneurs
and so I grew up kind ofwatching that and seeing you
know how they were navigatingthat.
And I think when I went intobeing an entrepreneur, my whole
thing and I may have shared thiswas really about the autonomy.
It was never about the money, Ithought, and I had.
(25:03):
I came into that world and soor I had one at the time and so
I was sort of kind of thinkingthat it was going to give me the
freedom to be able to be withmy, my daughter at the time, but
also have an income coming in.
And I don't even know, at thattime I really expected much more
than that.
But I think you know, lookingback, it's always been, even to
this day, it's really about thefreedom.
(25:30):
For me, it's like I just can'timagine, especially at this
juncture in my life.
I don't know where you are, butI've been in the entrepreneur
space since like 1997.
I can't even imagine like Ijust cringe at the idea I would
die.
I think not, not, not likeliterally die, but I think I
would be emotionally a mess if Iknew that I had to now plug in
an eight to five at a job likethat just because I didn't have
(25:51):
to do it so long, and the factthat I would have to be like on
somebody else's watch.
You know what I mean, likesomebody dictating what time I
can't do it.
I'm up at 4am every freakingfour to 5am.
Every single day of my life I'mup and I don't go to bed till
10 or 11.
So I go all the time, but I getit on my terms.
It's my freedom of choice,right, like I can, just how I
want to, how I want to navigatemy day.
Amber Gaige (26:13):
Yes, Agreed, there's no better life.
I really do believe there is nobetter life than
self-employment.
It's scary, it's risky.
You better be tough, you betterbe tenacious, you better be
able to take the hits andunderstand that there is risk
involved.
But if you can do that, thenthere is so much freedom and joy
(26:35):
and passion in it that you knowyou're really.
And again going back to.
It's amazing how you get tofind your tribe right, Like
meeting you was such anempowering thing for me, Cause
it was like this woman is apowerhouse.
Jennifer Loehding (26:49):
That's how you were described to me, pretty
much like y'all need to meetyou guys.
You just meet those people andyou just know.
And so I'm like I meet people,like that I'll, I'll meet
someone.
I'll be like I need tointroduce you to this person.
There's something about thisperson that makes me like the
inner I don't know what it is,but you remind me of that or
something I'm like I gotta meet.
So you were kind of interesting.
Then, when I met you, I waslike okay, now I know why we
were connected.
Amber Gaige (27:08):
I figured it out very quickly.
So shit is that you get to workwith the people that you love
to work with, you know, and youget to create that path and and
for me and I don't know aboutyour listeners, but I mean
there's just nothing morerewarding at the end of the day
to go work today or not justhave a lot of fun, cause every
day that I sit down at mycomputer I love what I do, I
(27:31):
mean and I don't want to lie andsay every single piece of what
we do is we love it, right.
Jennifer Loehding (27:37):
But you know, I'm sitting here and right
before I'm getting on the callwith you, I'm sitting in there
and I'm creating a video clipand I'm like this is what I do.
I mean, like I'm creating avideo clip to put on the thing
and I'm like you know, it'sdriving me nuts.
I realized after I created it Iforgot to do some, so I have to
start it over again, and that'sthe stuff that makes me mad.
(27:58):
But I'm thinking, you know,like I studied accounting, I
could be doing numbers right nowsitting at a desk crunching
numbers, you know.
So I'm not going to complainabout the fact that I got to
read I about the fact that Igotta read, I gotta download the
video again and put it up onthere, put some captions on it,
you know, because now that's notall I do, that's a piece of
something I do.
But that's what I'm working onright before I get on the call
and I'm thinking this is kind offun stuff.
(28:19):
Like, you know, when you,especially when you find
whatever is it you enjoy doing,I don't know about you, but,
like.
For me, I get to kind of pickwho's going to be on there, how
we're going to frame the story.
You know how do I want to makethis look, you know, and so I
feel like there's a little bitof just.
We get to kind of design allthat you know.
And so I think that's what isfun about what we get to do as
(28:41):
entrepreneurs is that we get tohave fun.
We don't have to say everythingwe do is, yes, yes, you are
going to work and, like youmentioned all those things,
you're going to work hard, yougot to have tenacity, all of
those things.
But there's fun in this too.
There is a beauty in this thatwe get to do and create
something that's ours.
Amber Gaige (28:57):
Yeah, yeah, for sure You're right.
No, there are parts of businessthat really suck.
That's why I have a bookkeeper,did not study accounting,
cannot, and yeah.
So you know there are thingsthere are things.
Jennifer Loehding (29:14):
Do delegate the things you are not good at
when you can do that I firmlyagree.
As soon as I got a little bitof help on the YouTube thing,
I'm like, oh my gosh, now Ifreed up my Sundays a little bit
.
Now I'm not sitting therefiguring out freaking stupid at
keywords in it and stupidkeywords in it.
And show notes like show noteslike don't get Amber.
Seriously, we have chat GPT andI'm using them and I'm still
looking at this.
(29:34):
This is the perfectionist in me.
I'm looking at four titles andI'm going which one do I pick?
Now?
I just let somebody pick it.
But just pick.
Pick the title.
Pick the freaking title for thepodcast.
I don't want to do it anymoreand you know what it's.
Take the monkey on my back nowbecause guess what, I can relax.
Somebody else is picking it forme.
I don't have to do it.
That's my point.
Delegate when you can, okay.
We need to totally agree withthat, right, if you're spending
(30:00):
too much time doing thingsyou're not good at you need to
figure out how to get somebodyto help you do those things
Right.
Amber Gaige (30:03):
I mean, you know there's that great Brian Tracy
book like eat the frog.
Yeah, you've got massive frogsthat you've got to eat every day
.
Okay, figure out a way to asksomeone to do it for you.
Like, come on, like if youabsolutely hate it, I have a
great va.
She's phenomenal.
Jennifer Loehding (30:18):
She checks my email for me every day, because
I don't know if you like inthat all the time, I agree with
you, girl, you're rocking it.
So I had a question for you.
So somebody, let's say, and Iknow you're doing your workshops
right now, which are good, bythe way, if you're local you can
check them out she's got onecoming up and several more
coming up here.
I got to attend one, so but Iwant to backpedal this for
(30:39):
somebody kind of starting out.
We've talked about niche, likefinding your niche, and all that
.
What would be like, you know,talk about the story, branding
and all of this stuff.
And I don't want you to spillall of this on this show,
because I want whomever'slistening to this to reach out
to you if they want that helpand get more from you, but maybe
like one thing they can do tokind of help them start in the
(31:00):
right direction with maybe liketheir branding or their story,
whatever you know, just to getthat going.
Amber Gaige (31:06):
Yeah, okay.
So what is the one thing thatmakes you unique?
What is your unique sellingproposition?
You know, we we may all sellwidgets, but we all sell widgets
differently, right?
And then, secondly, what is itthat your client gets directly
from doing business with you?
(31:26):
What is that problem that yousolve?
And it is an emotional problem,it is a tangible problem, it is
a philosophical problem how doyou uniquely solve problems for
your clients?
And if you will answer thatquestion for yourself, it will
be amazing to think about howyour brand starts to come to
(31:50):
fruition.
Jennifer Loehding (31:52):
Yeah, that's good, amber, and thank you for
sharing that, because I know forme, when I was trying to figure
that out, that was trickybecause I kept talking about
what I was doing right, likewhat I was actually doing, and
they don't really care how youget them to the problem right
Now.
Maybe, after they find out whatyou do, they might wanna know
like what?
Like I would be the nextquestion after I tell you, tell
me what you're going to do.
I'm like okay, so how are yougoing to do that?
(32:12):
Right, but they need to knowwhat you're going to do.
Like, what are you solving?
Right?
And so I kept getting hung upwhen I was doing my branding on
like okay, here's what I do,here's what I do Not, what do I
solve?
Like, overwhelm, stress, thingsthat are important to women,
right?
Like, they want more money,they want to be able to have
(32:34):
that autonomy and that freedom.
Then we can start talking aboutokay, how am I helping them do
that?
Right?
But I think you're really in onthat.
So thank you for saying that,because I think for a lot of
entrepreneurs they really getstuck in that it's like they're
talking about here's what I do,you know, like here's how I, or
how I do this, but what is theactual thing that they're
solving for that person, right?
Because that's what they wantat the end of the day.
Amber Gaige (32:55):
That's what they want to know.
They want to feel seen.
Everyone wears a sign that saysmake me feel special, right, if
you can help your clients feelseen, that they really
understand that you get them,then they will do business with
you, yeah, and you know what youkeep saying, that you know,
make me feel seen.
Jennifer Loehding (33:11):
We used to talk about that, mary Kay, that
everybody wears a sign thatmakes me feel important or
whatever, and so when we wereselling and so and it's funny
because I always had heard thatbut I never really understood
that right it took me a while tokind of really grasp onto that
the importance and you know, andit was even just in the way we
were approaching, like when wewere doing our physical
presentations, how we weremaking our clients feel in that
(33:34):
moment.
So it's so good that you sayall that and know that we used
to talk about that in all theyears I was at Barry Kay, we
would say that over and over andover.
There you go, there you go,good stuff, good stuff.
Okay, amber.
So I want to ask you these are acouple of fun questions I want
to dive into and I always loveto ask them like because you're
obviously a rock star and likeyou, just, you've got this great
(33:55):
energy and you've been talkinga lot about uniqueness and
finding out what that you knowthat important thing.
I do want to ask you reallyquick, before we get into that
about that unique sellingproposition, because people
don't always know, like, whatthat is.
Maybe, like you, want toexplain that just a little bit.
I don't again.
I don't want you to tell themeverything, but what that is,
that, whatever that looks like,maybe an example or something to
(34:16):
them so that they understandwhat that is.
Amber Gaige (34:18):
Yeah, okay.
So, like, your unique sellingposition is what you do
differently from the competition, okay, so let me give you two
examples.
So, like, one of the brandsthat I was very privileged to be
a part of was Benjamin Franklinplumbing.
They were, they were plumbers.
Okay, um, a plumber is aplumber is a plumber.
No offense to my plumbers outthere.
I love you all.
Right, plumber's kid, butyou're a plumber, right.
(34:40):
How do you do it differently?
I've got one plumber.
His brand is a Jeep.
He loves that Jeep, okay, so itis like overland plumbing and
he's got the ducks on thedashboard, right, that is his
unique selling proposition,right, he is.
Yeah, it is.
It's all about going above andbeyond and off-roading.
(35:01):
It's this all terrain and thisis the look of the brand, right?
And then Benjamin Franklinplumbing when they started, they
decided they were going to bethe punctual plumbers, so they
were going to pay you.
That is a unique sellingposition.
Both plumbers are going tounplug your toilet, jen, right,
(35:22):
right.
But one plumber is going toshow up in a Jeep and then I was
going to pay you if he's late.
What matters more to you, theconsumer?
Do you want a fun brand thatyou can relate to Nothing wrong
with that Cool.
Call a Jeep plumber.
Or are you a busy executivethat doesn't have time to wait
around, whose time is money andyou expect someone to compensate
(35:44):
you for your time?
Gosh, darn it.
Do you see how those twoaudiences?
They have the same need.
It's a clogged toilet, but it'stwo different motivational
factors for the same service.
Jennifer Loehding (35:55):
Yeah, that's so good that you did that.
Thank you, Because you knowwhat.
That is a hard thing for a lotof people and I know, like, when
I was building out mine, what Iended up doing is I ended up
making mine, I created thisfour-step system, Then I gave
and it's got a cute little nameto it, but that was what I had
to work on.
Is what?
It's got a cute little name toit, but that was what I had to
work on.
Is what?
Because when you talk aboutlike, okay, yes, we have starter
girls and that's kind of aunique, the brand is unique and
what we're kind of the you knowthe energy behind that.
(36:16):
But when I was trying to create,like, how am I creating this
program or this course?
Like, how do we drive people tothis?
I had to really think about,okay, what is going to make this
unique?
A lot of coaches out there,what brings and makes that a
little bit different?
Right.
And so I ended up creating thisfour-step system and I gave it
this cute little name that Ihave for it, and it's basically
(36:38):
my methodology for how I walksomebody through breaking,
identifying inner blocks,breaking through them so that
they can get in alignment withwhat their strengths and
weaknesses and their values.
And actually the big thing isis what we're doing, and doing
that is getting rid of theproblem, the burnout, the stress
, the overwhelm, because we'recreating a framework of
(36:59):
sustainability Right.
Amber Gaige (37:00):
I love it.
Jennifer Loehding (37:01):
So, yes, but I'm telling you, it took me
three months of working withthis mentor you and I had met.
I wish I would have known you.
You probably could have helpedme knock that out quicker.
It took me three months workingwith this mentor across the
country to help me to iron thatout.
And once I got it, amber, I waslike, why did it take me this
long to get this figured out?
(37:23):
And so now it's like okay, nowI know what my unique I know my
unique selling proposition isfor Jennifer Loading.
I know what it really extendsover to starter brands, because
I can use it everywhere, becausethey all overlap.
But I'm not kidding you, ittook me that long.
I formed my LLC in 2018.
It took me that long to finallyfigure out what the heck am I
solving right?
What's the problem and how am Idoing it?
(37:44):
We now have it.
It's normal right.
Amber Gaige (37:47):
That's right, because we all struggle with
with that.
It's the mental burn ofcalories trying to figure out
yeah how to do that right.
And so I mean, look, big brandsdo the same thing.
Gillette racers, they had to gothrough the process.
Duh, they went through theprocess.
Coca-cola these are brands haveall taken the time to story
brand their messaging because itis not obvious.
(38:10):
When I was going through andbecoming a story brand guide, oh
my gosh, the migraines it hurts.
Yeah, you have to figure outhow to think about these things.
It doesn't definitely.
Jennifer Loehding (38:19):
Well, they need to call you Amber.
Our busy entrepreneurs need tocall you to help them with that
story branding.
Okay, so a couple few questions, because I know you got to get
going, you got family and allthe things to go.
I would love to know what isthe best piece of advice that
you've got, anything you canthink of from anyone in general.
Amber Gaige (38:37):
Oh, there's my life .
My life just went off, okay.
I'm standing up, jen.
Okay, there we go, the bestpiece of advice that I got man,
I try to be the dumbest personin the room Always.
I always want to be surroundedby brilliant people, you know.
So I think there's been a lotof advice that I still get.
Let me see.
Well, my grandmother alwayssaid baby girl, God watches over
(39:02):
fools and little children.
I'm not going to tell you whichone you are.
That was kind.
Love you too.
The kiss rule Keep it simple,stupid.
You know, I think when weovercomplicate things, we just
we make things too difficult andthen, honestly, the the lesson
that I've been learning recentlyJen is who gets to be on my bus
(39:25):
?
You know it's, it's that I?
Okay.
The let them theory by MelRobinson?
I know, I know that, that's.
You know, probably I shouldn'tplug another book, but I'm an
audio bookaholic.
Totally, can, no, absolutely.
Oh my gosh.
Allowing people to be whothey're going to be, without
taking the emotional ownershipon myself of trying to control
(39:46):
it, Let them, let them be them,and I'm going to be me.
And I think when we apply thatto business as well, there's a
lot of freedom in that.
Jennifer Loehding (39:56):
Yeah, you said another thing we used to
say in Mary Kay too, by the waythe keep it simple thing.
I would be sure you never wearMary Kay girl or have friends
there, because you keep sayingsome of those things Apparently.
We all, we had some universalbusiness principles.
So, and yes, thanks forplugging in the book.
No, I love it, cause I used toon my show.
A lot of times I would ask, likeyou know, what's your favorite
book?
Because here's the deal I givebook recommendations by
(40:18):
listening to you guys, right,and other people can hear them.
I don't care, right, put it outthere, because I think you know
there's plenty of room to goaround.
That's what this is about, youknow, and that's why this show
is really.
You know, I can say these thingsall day long.
I mean, I've had to weatherthrough all these different
things we're talking about, evenhere in my own.
You know my own business.
But here's the deal you come inhere and you're an expert in
(40:40):
this field and you're going tosay something a little bit
differently than I am and it'sgoing to resonate with somebody
just a bit differently than if Iwere to come in and say, okay,
you need to, you need to nichedown your, you know your market.
Okay, we all say the samethings, right, but you're the
expert and you say it a littlebit differently.
You know, yeah, um, okay, I gotit.
(41:03):
This is another fun one.
I want to ask you, like, whatis the number one thing you do
every morning that you feel likehelps you with your success in
the day?
Amber Gaige (41:09):
Like the one thing that you feel is so important
that you feel like helps youwith your success in the day,
like the one thing that you feelso important.
Oh man, prayer.
I got a lot.
I do have a lot.
I'm up at four and five o'clocktoo, just like you.
Did you say what?
Did you say Prayer?
Yeah, I wake up every morningand I spend at least an hour
praying praying about anythingand everything.
I have prayer journals aboutanything and everything.
(41:34):
I have prayer journals.
Yeah, prayer is a huge thing.
Exercise is a big thing for methat I recently started adopting
.
I'm realizing how muchhealthier I am when I take care
of my body.
Jennifer Loehding (41:41):
I feel better too, huh yeah.
Amber Gaige (41:43):
You feel better, but yeah, but for me it's prayer
Awesome.
Jennifer Loehding (41:46):
Yeah, I think we all have our thing.
But I'm like you.
I mean I have like a lot ofthings I do that I feel I'm very
much a scheduled person now,which is so weird because I
don't know that.
I was like that for many years.
I think I sort of just I've gotrolled into that, you know,
into that role now and I reallylike, value my mornings and
stuff.
So I'm with you on that.
But I'm glad that you do that.
Okay, so real quick, anybodylistening to this.
(42:07):
You know they want to get intouch with you, find the book,
any of those things.
Where do we want to send them?
Amber Gaige (42:12):
Sure, go to farbeyondmarketingcom.
The book is also available onAmazon.
It's the Far Beyond MarketingGuidebook.
Hit me up, I'm on all theInstagram profiles, social media
profiles, you know anywherewe're online, but Far Beyond
Marketing is where you'll findme and my amazing team.
Jennifer Loehding (42:28):
Perfect, you'll find me and my amazing
team.
Perfect, awesome, amber.
Well, listen, I know you haveto get going to pick up a kiddo
so I don't want to keep you, butI do want to tell you.
Thank you so much for all yourwisdom, the chat.
I appreciate you adore you andyou've got great energy and
you're rocking it, so keep doingyour thing and keep shining.
Amber Gaige (42:42):
Likewise, sister.
Thanks so much for theprivilege of being on your show.
I am a huge Jen fangirl.
Thank you.
Jennifer Loehding (42:48):
Awesome, well , I love you, so to our audience
, of course, we love you andappreciate you, and I hope that
you found this episode bothinformative and inspiring.
Hit Amber up if you need somehelp with branding.
And, of course, you know, doall the things share like
comment so we can keep sharingall of this fabulous content.
And, as I always say, in orderto live the extraordinary, you
(43:08):
must start, and every startbegins with a decision.
You guys, take care, be safe,be kind to one another and we
will see you next time.
They were plumbers.
Okay, a plumber is a plumber isa plumber.
No offense to us out there.
I love you all.
Right, plumber's kid, butyou're a plumber, right.
How do you do it differently,plumber?
Okay, so it is like overlandplumbing and he's got the ducks
on the dashboard, right?
That is his unique sellingproposition, right?
(00:20):
Yeah, it's all about goingabove and beyond and off-roading
.
It's this all terrain and thisis the look of the brand, right?
And then Benjamin Franklinplumbing when they started, they
decided they were going to bethe punctual plumbers, so they
were going to pay you.
That is a unique sellingposition.
Both plumbers are going tounplug your toilet, right, right
(00:41):
, but one plumber is going toshow up in a Jeep, and then I
was going to pay you if he'slate.
Jennifer Loehding (00:46):
Welcome to the starter girlz podcast, your
ultimate source of inspirationand empowerment.
We're here to help womensucceed in every area of their
lives career, money,relationships, and health and
wellbeing while celebrating theremarkable journeys of
individuals from all walks oflife who've achieved amazing
things.
Whether you're looking tosupercharge your career, build
(01:08):
financial independence, nurturemeaningful relationships or
enhance your overall well-being,the Starter Girlz podcast is
here to guide you.
Join us as we explore thejourneys of those who dare to
dream big and achieve greatness.
I'm your host, jenniferLoehding, and welcome to this
episode.
Welcome to another episode ofthe Starter Girls Podcast,
(01:34):
wherever you are tuning in today.
We are so glad to have you.
I am your host, jenniferLoehding, and we are going to
get this thing started All right.
So I want to open up with this.
Marketing isn't just aboutvisibility.
It's about strategy, clarityand making every effort count.
My guest today has spent overtwo decades helping businesses
(01:54):
cut through the noise and growwith purpose, and so I'm so
excited to chat with her today.
She's a friend.
She's here locally in theDallas area.
This is gonna be so much fun,but before I get her on here, I
do need to do a quick shout outto our sponsor.
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And with that I want to make onemore mention to head on over to
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Why do you want to head overthere?
For a couple of reasons,actually three good reasons.
(02:56):
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You can also join our communitynews, where you can keep up
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And then, lastly, we have anawesome quiz over there called
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And it's free, takes twominutes, so go over there and
(03:17):
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And again, that is startergirlz.
com.
All right, we want to get ourguest on the show today.
So my guest, amber Gage, is astrategic marketing expert with
over 20 years of experiencehelping businesses in
competitive industries stand outand scale.
As a daughter of a plumber anda third generation entrepreneur,
she understands the uniquechallenges of home service
(03:38):
businesses to drive excuse me,home service businesses and uses
data-driven strategies to drivesustainable growth.
Amber's own entrepreneurialjourney includes founding and
scaling a company to privateequity acquisition in just five
years.
Now, as the founder of FarBeyond Marketing and a certified
story brand guide, she helpsentrepreneurs, franchisees and
(04:00):
trade professionals simplifymarketing and maximize profits.
With a track record ofdelivering real results, amber
is the go-to expert forbusinesses looking to eliminate
wasted efforts and achieveambitious growth goals.
So, amber, welcome to the show.
I am so excited to have youhere today.
I'm so happy to be here withyou, my friend.
(04:23):
It's gonna be fun.
It's gonna be fun.
So the great thing I got totell our listeners one of the
things I love about Amber shewas actually connected to me
through somebody else.
Mutual contact introduced usand, like the first time we got
on a Zoom, we were like oh mygosh, we have similar energies
and passions.
It was like a big heart attackback and forth, with us talking,
and so we've been friends since, and I'm so thrilled to get her
(04:46):
on here today and talk abouther journey and what she's doing
and how she's helping herclients achieve results and all
that good stuff.
So, amber, this is gonna be fun.
Amber Gaige (04:55):
Yeah, first time you and I chat, I'd be like talk
to me an hour and a half.
We went, oh yeah.
Jennifer Loehding (05:01):
I have a few friends like that in my world
and it's fine.
You know, I'm sure you find thesame thing that not everybody
absorbs our energy.
Well, when we find our match,it's really good.
And I don't know, sometimes I'mlike exhausted when I'm done
because it's like, oh my gosh, Ifound another person that has
energy like I do and it's like,yeah, it's good, but you're just
tired when you're done.
You know that's right, don'teven need coffee, we're just
(05:26):
high on life.
Exactly, exactly, yeah, let'sget this thing going.
I want to talk about whatyou're doing, so tell us a
little bit about you know, your,your marketing, like what all
this is about for your clientsand how you're helping them have
success.
Amber Gaige (05:36):
Oh my gosh.
So we love helping our clientshave success.
So we are all about creatingreal plans, customized
approaches and strategies tohelp our clients win, because
everyone knows someone who'sbeen screwed by marketing that
didn't work.
They've made that investmentright.
They've been like oh yeah, Iwrote the check for this or I
tested that, and it's like Ididn't get a single thing out of
(05:59):
it.
I hear that every day and itjust breaks my heart.
So what we do is we meet withevery single client and we say
what are your goals?
What's going on operationally?
How can we help you move theneedle?
And then we actually match andcreate a plan for them with good
strategies and tactics that are100% transparent, 100%
(06:20):
data-driven, all based on ourproprietary platform of the Four
Seasons Marketing, which is myinternational bestselling book,
and we help them to get theirbusiness to the next phase of
where they want to be.
And we hold their hand thewhole time.
We don't put them in a trackand we're like, okay, thanks for
signing up, peace out.
No, we're very much hands-onstrategic marketing guides for
our clients.
I like that, peace out.
Jennifer Loehding (06:47):
No, that's important because marketing
obviously is one of the most youknow like important parts of
your business.
If you don't market, you haveno business right.
And it is a tricky thing for alot of people to master.
I mean, I'm not going to lie,it is for me too.
I think for all of us it'slearning how to connect, you
know, with your audience andfinding out what it is that you
need, what pain points they'regoing through, and then how to
deliver that message so that itspeaks to them, right, yeah and
(07:09):
you gotta make sure that you'rehitting the right people with
the right message at the righttime.
Amber Gaige (07:13):
And marketing is there's no silver bullet, anyone
that gives you a guarantee,that says, oh, it's 100% gonna
work.
They're just, you know, sellingyour oceanfront property in
Arizona.
I don't know, but no, it'salways a moving target.
You have to figure out what'sworking in order, you know, and
then try it and test it again.
Jennifer Loehding (07:34):
And to your point on that, I mean I have a
real case thing going on rightnow because I'm getting help
with the SEO on my YouTube pageright now, which is so
interesting because it is.
It's a lot of trial and error,right Like we've been doing it
one day, which, I will tell you,is like a massive shakeup,
because when you, when you'vebeen doing something one way and
then all of a sudden somebodycomes in and goes you might want
to tweak this a little bit,let's do this.
And then I'm like, oh my gosh,you're like rocking my boat,
cause that's my safety net,right Like.
(07:54):
I'm like, but it's interestingbecause we're doing like a
little bit of AB testing to tryto see like, hey, if this is the
thing that people are clickingon, or is it this that people
are clicking on, kind of thing,and so it's interesting.
But you're right, it is.
There's no right way, becausethe one thing you think may be
the right thing, you know youmay like it, it may be your
thing, but it may not be whatresonates with your people and
(08:16):
the one thing you put up you'llbe like, hey, I don't like that
thing and that's the one thingthey like they click on it and
they latch onto right.
Amber Gaige (08:23):
Right Cause it has to be all about our people.
I think one of thequintessential sins of marketing
agencies and marketers as awhole is we make it all about us
and we can't do that.
It's all about our client.
It's all about our customer.
You've heard me say this ahundred times.
It's about solving the problemthat the customer has through
our product, service or area ofspecialty, and if we make it
(08:45):
about them, then they win andthen we win.
Jennifer Loehding (08:48):
It's a lot to think about and I'll tell you I
may have shared this with youor maybe I didn't.
I did a mastermind over summer,I think I kind of shared with
you.
I was building out this offersuite and it was so crazy
because when I first built thatcourse out, it was all like,
okay, this is what I like and Istill love it.
Don first built that course out.
It was all like, okay, this iswhat I like and I still love it.
Don't get me wrong, I love thatcourse.
But when I got to the end ofthat, I was like, oh my gosh, I
(09:08):
built this beast out.
Now who am I person?
Who the heck is buying thisthing?
Like right, I had to rethinkthis and I remember her telling
me this was last summer.
I remember her saying I wantyou just to put that on hold
right now.
I want you just I know it'shard because you took a little
bit to just put it on hold.
We need to engineer itbackwards and figure out who the
(09:29):
client is that we want to getto this level.
And then I realized, in orderfor me to do that, you know,
given the industry that I'm in,we had to build out this offer
suite.
It couldn't just be this bigcourse, because the person that
was going to buy this big horseis probably somebody kind of
like me that would get that, andI really wanted to find a
person and walk them throughthat journey, to take them there
(09:50):
.
So I didn't really know all thisat the time that I built that
out.
I started realizing that as Iwas going through and having
these pain point moments whereI'm going okay, this is stupid.
I built this out now and Idon't even know who I'm selling
it to.
I don't even know who my avataris Like right, I created it.
I realized my avatar was me.
It was me.
It was the person when Istarted this business.
How did I get to where I amtoday?
(10:11):
There was all this journey thatI had to go through.
So there are a lot of painpoints in this whole marketing
thing and I think, like if youcan cut out how to be effective
and address those pain pointsand find the right person Ms
Amber, like right, find theright person that can help you
do this, and I think it's verycommon for us to attract the
(10:33):
kind of people that appreciatewho we are, right I mean.
Amber Gaige (10:37):
So it makes sense to me that your target
demographic was someone like you, but you had to go through the
process of making sure that youfound the right person and that
that was validated in yourprocess, and I talk about that a
lot.
I'm like look, target audienceis so much more than gender, zip
code, income, household.
It's a psychographic, it's anapproach to business, and that's
(10:57):
why I say there's plenty ofroom for business to go around.
We can all do the same thingand still have plenty of work
right, because we're all goingto attract a different audience
when it comes down to it,because we're all different.
Jennifer Loehding (11:08):
Yeah, and I'm so glad that you say that too,
because one of the things I'lltell you back when I was in Mary
Kay and I was working with myteams, a lot of times people
would get hung up on really, andI realized to them in that
moment it was big because I knowfor me it was when I started,
right but they would get hung upon little things like making
sure we had the right script,and I would say, no, really,
you're marketing yourself,Nobody cares about a script.
(11:28):
What they want to know is whoyou are as the individual.
Because we at that time keep inmind when I started this in the
beginning we're talking thelate 90s, before we had reels
and all this social media andall this big time internet we
were face to face on everything,like we were in people's faces.
But nothing has really changed.
At the end of the day, it'sstill you are marketing you like
you and your brand and what youbring to the table.
(11:49):
And so you're very right whenyou say that there's plenty of
room for us to go around,because it's really about you
and who you're attracting andfitting that need right, Like
fitting that gap between who youare and the people that you're
trying to attract.
And so, yeah, I think it'simportant Find your people and
(12:10):
really not be hung up on all ofthe superficial things, right,
Like just really hone in onmeeting those people's needs.
Find those people, yeah.
Amber Gaige (12:20):
Yeah, find those people, find their needs, figure
out what uniquely you bring tothe table your unique selling
position.
Um, we are going to attractpeople that appreciate us for
who we are right as colleagues,as friends, as clients, as
business owners.
We're a feather flock together,right?
I mean, it's been happening forcenturies.
(12:41):
So when you find those peoplethat appreciate your authentic
offer, that appreciate theapproach that you bring to
business, they're automaticallygoing to be drawn to you.
I talk about this a lot when I'mhelping franchisees that are
trying to decide should I do abig brand franchise or should I
go with an underdog brandbecause I can get the territory
(13:01):
that I want, because it's alesser known brand.
And I tell people all the timeyou're selling yourself.
It's exactly what you just said.
You are doing business withpeople who appreciate who you
are and then your brand follows.
You always start with apersonal brand.
My brand may be far beyondmarketing, but I'm the face of
(13:21):
it and so when you focus on that, then people allow you, then
the trust builds and I thinkthat's you know your brand
builds as well with time.
But ultimately people areattracted to who you are and how
you do business.
Jennifer Loehding (13:34):
Yeah, that's really good that you put.
You say that too, because Ithink a lot of people, you know,
think they want to hide behind,and that's kind of like what
I'm going through with mine,because I have, like you know,
starter Girls is our, is the bigbrand, which is all about, you
know, female empowerment and howdo we help female entrepreneurs
grow.
We have a lot of men thatlisten to the show too, but it's
really geared to how do we helpthose women thrive.
(13:55):
And a lot of that is because ofall the pain points that I went
through in the different stagesof my life and I realized that,
in order for us to reallythrive, we have to really work
on all these areas, right, so.
But then there's also JenniferLoading Brand, right.
And then Jennifer Loading Brandis really about holistic
wellness.
It's about, you know, the mindbody connection, all those
things that I like to do thathelp us thrive.
(14:16):
You know, in that, in thatcapacity, and then the reason
being because those are, I feellike are, the most important,
you know, pieces of of how wethrive.
But it is, you're right, it'sso, it's so.
You know, you have to buildyour, you're the brand, and then
the bigger brand follows behind, you know, comes behind that.
So I've been learning a lot ofthat, you know, as I, for a long
time, I couldn't figure out howto separate those but keep
(14:39):
those together.
And I, finally, as I wasbuilding out that offer suite, I
really started connecting.
Okay, what are we trying to dohere with starter girls?
And then, what's Jenniferloading?
They really overlap, butthey're, they're nuanced
differences, you know, yeah.
Amber Gaige (14:52):
And they will overlap and that's okay.
I think a lot of times we getso bogged down into thinking it
has to be so separate, you know,and do I build a brand based on
me or do I build a completelyseparate brand?
It's okay that it overlaps,it's completely fine.
My four C's of marketing that'sthe way that I do business
underneath, far beyond marketing.
Why is it far beyond marketing?
(15:12):
Because I want to be far beyondjust a marketing person.
I want people to win, I wantwomen to win, I want their
businesses to win, but I'm stillme.
And, like you said, yourjourney to get to where you are.
We all have journeys and thosejourneys make us who we are and
those journeys really do impactthe nuances of our brands.
You think about it.
You look at your logo, you lookat your colors, you look at
your fonts and your journey.
Jennifer Loehding (15:35):
Yeah, yeah, no, no kidding I, it really is.
And that's the thing when youtry to tell people.
It's like you know, like I wastrying to explain to somebody
about the Starter Girls logo andshe was showing me these like
really pastel colors and theywere beautiful.
But I was cracking up because Iwas like Jennifer's not a
pastel kind of girl.
We're not doing pastel.
I need like bright yellow,bright pink, red, like I am a
(15:58):
bold kind of.
Yeah, I mean don't get me wrong,amber, I'm all about like, I
love, like you know, zen and theblue and weaving in like the
soft, but I'm like that soft,sparky, like it's like oh, I
never even heard myself say thatthe soft sparky, because I, you
know, like I love my moments ofcalm and I think we need to
integrate that into the harmony.
(16:18):
But I got to have that littlebit of pizzazz over there
because my personality is just,it wouldn't mesh if we didn't
have it in there, you know.
So you're right, I think we gotto.
You definitely got tounderstand those.
I think that don't be afraid totake that Like, if that's what
it's to be, absorb that and beokay with that.
(16:39):
Right, like, be okay.
I think the point here is beokay if you're a little bit
salty and you want bright, boldcolors in your branding.
If it fits in your shoulders,people, then that's what it's
meant to be right.
Amber Gaige (16:50):
I'd rather be me and I'd rather be loved for who
I am than to spend my lifebehind a mask, experiencing less
than what I deserve and what Iwant.
Right, let's lean into who weare authentically and let's stop
with the mask.
Let's stop asking people totreat us differently and let's
start expecting people to be100% authentic and you know what
(17:14):
.
We have the right to say who'son our ship.
Either you're in the either.
You're on the ship or you'renot, and it's okay to kick
people off every once in a whileif they don't love you.
Jennifer Loehding (17:25):
Yeah, I know, and it's good that you're
saying that too, because we'retalking, you know, when you talk
about like, especially with newentrepreneurs, I think we've
all been there, like we want tohelp everybody.
Right, been a thing with me too, because I, like you know,
obviously I told you I bring menon the show.
I work very well with men andtalking to them and engaging
with them, you know.
And so I'm like, OK, but whoare let's be real who are people
(17:47):
that buy a lot?
It's women.
Women are the buyers, right, weknow this.
Men don't they buy.
They buy other things that theysay we're talking about
personal development, we'retalking about those things.
A lot of that's going to fallinto the women's space, right.
And so I've had to reallyrethink that as I was doing my
own push.
It's like, ok, who am I tryingto attract here?
Because I'm talking, you know,about things like holistic
(18:10):
health and all this, and I'm notto say men don't buy into that.
But I think, as us women, we'realways looking for ways to
weave in harmony into our life.
And so I've had to really thinkabout my positioning on that,
because I want to gravitate thisway and then I have to think
about who are the people thatyou know.
So it's good that you're sayingthat, because we can't serve
everybody.
Amber Gaige (18:29):
We can't serve everyone.
Jennifer Loehding (18:30):
We can't serve who our people are because
we just really we can't.
When we spread ourself out,then it's hard to even brand our
marketing in those areas, youknow.
Amber Gaige (18:39):
And the data science tells us too, jen, that
the more nuanced you are, themore niche down, the more you
can charge and the more of anexpert that you are perceived to
be in the market.
So our fear is alienation,right, but it's actually the
inverse when you become super,super clear about who you are
(19:00):
and who you serve, you make moremoney.
Jennifer Loehding (19:03):
Yeah Well good.
So are any of our entrepreneurslistening to this right now?
You just heard it from themarketing girl Be sure, business
down so that you can make moremoney and be seen as the expert
in your field.
So good.
You said something earlier,Amber, which I kind of want to
segue into, because youmentioned earlier, kind about
our journeys and how we get towhere we are.
(19:25):
And I've always said this onall the shows I talk about.
You know, our journeys are notlinear, they're very non-linear,
right.
But the thing is is if youstart to, like, connect the dots
between the things that we doand our experiences, you start
finding these overlaps, right.
And, like just today I made acomment to a friend.
I said you know I laugh aboutthis and I've shared this
(19:48):
probably with you that the verything that I used to get in
trouble for all the time wastalking, because I was a
friendly kid and I had to getdone with my work and I'd make
friends with this neighbor, andthis neighbor and the teacher
would be like Jennifer, oh, I'mtelling you straight, A student
but always got in trouble fortalking.
And I find it so funny thatthis is the very thing that
helps me.
You know, do what I do in thework that I do, and so there's
this whole idea of our journeysand leaning into our strengths
(20:11):
and all of those good things.
But I want to talk about yourjourney and kind of how you got
to this, what led you to doingmarketing and branding and all
of these things.
So maybe kind of fill us in andour listeners in on that.
Amber Gaige (20:21):
Oh man, I'm laughing because I always got in
trouble for telling otherpeople what to do, and that's
what I do for a living now.
Jennifer Loehding (20:27):
So it's like you were the boss.
Hey, I was bossy too, so it'sokay, you and I would have been
bossing each other.
All my friends are bossy.
We would have all been likeit's just been.
We would have all been likeit's just been.
Nobody would have beenlistening, because we had just
been telling everybody what todo.
Amber Gaige (20:40):
you know pretty much, pretty much.
I found something in my atticnot too long ago and it was this
this um purple I don't know ifyou remember, lisa frank.
There's this god awesome likebright purple, three bring three
ring binder and it said thehideaway club president's binder
.
President, I was trying to rulethe world, you know.
Jennifer Loehding (21:02):
So it's like you know you want to be in the
club.
You got to join the purplebinder club my binder that's
right.
I do remember by the way yeahyeah, but yeah, I mean.
Amber Gaige (21:16):
So.
I mean, I'm a third genentrepreneur.
We talked about that before.
I spent my life watching myfamily create their own path,
create their own wealth.
For me, yes, money has powerand money is great.
I don't think money is evil,but for me, freedom is what
mattered more than money.
I wanted to be able tonewsflash, call the shots.
(21:36):
I wanted to be able to paint myown path.
And so at first, when you'regrowing up an entrepreneurial
family and you're going throughyour youthful journey, you're
like I don't want to be anythinglike my family.
I'm the odd duck out.
I'm going to go do my own thing.
So I actually traveled the world, spent a lot of time in Europe,
sang internationally, have adegree in opera, and I really
thought I'm just going to gotravel the world and I'm going
(21:58):
to sing and I'm going to enjoymusic and that was great.
That was really fun for a while, until you realize you're broke
as crap and you can't live thatway.
You can only live on the pot ofa karaoke pot or purse for so
long, right?
So came back to the familybusiness and worked there for
many years and then all of asudden got the opportunity to
(22:20):
start my own marketing company,because we were doing marketing
well and other people weresaying what are you doing, how
is this working?
And so, um.
So I started a marketingcompany for other home services
businesses and then, five yearslater, private equity called and
they were like, hey, we likethis concept, so we're going to
(22:42):
buy it.
And they interviewed all of us.
It was a licensing agreement,so there was like four or five
different branches of us at thetime and they flew us all up to
Denver, colorado.
I remember being so nervous andscared to death because I was
the only woman and I was under35.
And they had us all in thisinterview process about who was
going to be the president ofthis new brand.
And I got it and they picked me.
(23:04):
And I remember looking back onthe plane ride and it was one of
those fly in, fly out days, youknow.
So you're like you're flying infor the meeting and you're
flying out that night and Iremember, just sitting on the
plane, I took my shoes off and Iwent.
What the hell just happened?
Oh my gosh, like I'm leavingthe family business.
I'm now going to run this brandnationally.
I'm 33, 34 year old female andI got a bunch of 60 year old
(23:29):
dudes working for me.
How the hell am I going to dothis kind of thing, you know?
Um, but it was an amazing,amazing journey to work in
private equity and to learn howto work with people outside of a
family business and respect allwalks of life and work well
with a lot of differentpersonality traits and then
(23:52):
really get into how to solveproblems with businesses from
all across the United States alldifferent sizes, all different
brands, all different industries.
And it was like my MBA it reallywas because I had to learn
school of hard knocks you know,but ultimately, you know, being
a mom and deciding as a womanthat freedom is what mattered
(24:14):
more than money, um, I wanted tocome back to my roots and so
fast forward.
Several years later and at theend of the non-compete and all
that it was, I need the time tobe with my son and I really want
to build something great thathas my name on it, and so that's
when I launched Far BeyondMarketing several years ago and
just haven't really looked back,just been really thankful for
(24:36):
the opportunity to be in thedriver's seat once again.
Jennifer Loehding (24:40):
Yeah, you said a couple of things that
resonate with me.
I think that the reason I also,my parents, were entrepreneurs
and so I grew up kind ofwatching that and seeing you
know how they were navigatingthat.
And I think when I went intobeing an entrepreneur, my whole
thing and I may have shared thiswas really about the autonomy.
It was never about the money, Ithought, and I had.
(25:03):
I came into that world and soor I had one at the time and so
I was sort of kind of thinkingthat it was going to give me the
freedom to be able to be withmy, my daughter at the time, but
also have an income coming in.
And I don't even know, at thattime I really expected much more
than that.
But I think you know, lookingback, it's always been, even to
this day, it's really about thefreedom.
(25:30):
For me, it's like I just can'timagine, especially at this
juncture in my life.
I don't know where you are, butI've been in the entrepreneur
space since like 1997.
I can't even imagine like Ijust cringe at the idea I would
die.
I think not, not, not likeliterally die, but I think I
would be emotionally a mess if Iknew that I had to now plug in
an eight to five at a job likethat just because I didn't have
(25:51):
to do it so long, and the factthat I would have to be like on
somebody else's watch.
You know what I mean, likesomebody dictating what time I
can't do it.
I'm up at 4am every freakingfour to 5am.
Every single day of my life I'mup and I don't go to bed till
10 or 11.
So I go all the time, but I getit on my terms.
It's my freedom of choice,right, like I can, just how I
want to, how I want to navigatemy day.
Amber Gaige (26:13):
Yes, Agreed, there's no better life.
I really do believe there is nobetter life than
self-employment.
It's scary, it's risky.
You better be tough, you betterbe tenacious, you better be
able to take the hits andunderstand that there is risk
involved.
But if you can do that, thenthere is so much freedom and joy
(26:35):
and passion in it that you knowyou're really.
And again going back to.
It's amazing how you get tofind your tribe right, Like
meeting you was such anempowering thing for me, Cause
it was like this woman is apowerhouse.
Jennifer Loehding (26:49):
That's how you were described to me, pretty
much like y'all need to meetyou guys.
You just meet those people andyou just know.
And so I'm like I meet people,like that I'll, I'll meet
someone.
I'll be like I need tointroduce you to this person.
There's something about thisperson that makes me like the
inner I don't know what it is,but you remind me of that or
something I'm like I gotta meet.
So you were kind of interesting.
Then, when I met you, I waslike okay, now I know why we
were connected.
Amber Gaige (27:08):
I figured it out very quickly.
So shit is that you get to workwith the people that you love
to work with, you know, and youget to create that path and and
for me and I don't know aboutyour listeners, but I mean
there's just nothing morerewarding at the end of the day
to go work today or not justhave a lot of fun, cause every
day that I sit down at mycomputer I love what I do, I
(27:31):
mean and I don't want to lie andsay every single piece of what
we do is we love it, right.
Jennifer Loehding (27:37):
But you know, I'm sitting here and right
before I'm getting on the callwith you, I'm sitting in there
and I'm creating a video clipand I'm like this is what I do.
I mean, like I'm creating avideo clip to put on the thing
and I'm like you know, it'sdriving me nuts.
I realized after I created it Iforgot to do some, so I have to
start it over again, and that'sthe stuff that makes me mad.
(27:58):
But I'm thinking, you know,like I studied accounting, I
could be doing numbers right nowsitting at a desk crunching
numbers, you know.
So I'm not going to complainabout the fact that I got to
read I about the fact that Igotta read, I gotta download the
video again and put it up onthere, put some captions on it,
you know, because now that's notall I do, that's a piece of
something I do.
But that's what I'm working onright before I get on the call
and I'm thinking this is kind offun stuff.
(28:19):
Like, you know, when you,especially when you find
whatever is it you enjoy doing,I don't know about you, but,
like.
For me, I get to kind of pickwho's going to be on there, how
we're going to frame the story.
You know how do I want to makethis look, you know, and so I
feel like there's a little bitof just.
We get to kind of design allthat you know.
And so I think that's what isfun about what we get to do as
(28:41):
entrepreneurs is that we get tohave fun.
We don't have to say everythingwe do is, yes, yes, you are
going to work and, like youmentioned all those things,
you're going to work hard, yougot to have tenacity, all of
those things.
But there's fun in this too.
There is a beauty in this thatwe get to do and create
something that's ours.
Amber Gaige (28:57):
Yeah, yeah, for sure You're right.
No, there are parts of businessthat really suck.
That's why I have a bookkeeper,did not study accounting,
cannot, and yeah.
So you know there are thingsthere are things.
Jennifer Loehding (29:14):
Do delegate the things you are not good at
when you can do that I firmlyagree.
As soon as I got a little bitof help on the YouTube thing,
I'm like, oh my gosh, now Ifreed up my Sundays a little bit
.
Now I'm not sitting therefiguring out freaking stupid at
keywords in it and stupidkeywords in it.
And show notes like show noteslike don't get Amber.
Seriously, we have chat GPT andI'm using them and I'm still
looking at this.
(29:34):
This is the perfectionist in me.
I'm looking at four titles andI'm going which one do I pick?
Now?
I just let somebody pick it.
But just pick.
Pick the title.
Pick the freaking title for thepodcast.
I don't want to do it anymoreand you know what it's.
Take the monkey on my back nowbecause guess what, I can relax.
Somebody else is picking it forme.
I don't have to do it.
That's my point.
Delegate when you can, okay.
We need to totally agree withthat, right, if you're spending
(30:00):
too much time doing thingsyou're not good at you need to
figure out how to get somebodyto help you do those things
Right.
Amber Gaige (30:03):
I mean, you know there's that great Brian Tracy
book like eat the frog.
Yeah, you've got massive frogsthat you've got to eat every day
.
Okay, figure out a way to asksomeone to do it for you.
Like, come on, like if youabsolutely hate it, I have a
great va.
She's phenomenal.
Jennifer Loehding (30:18):
She checks my email for me every day, because
I don't know if you like inthat all the time, I agree with
you, girl, you're rocking it.
So I had a question for you.
So somebody, let's say, and Iknow you're doing your workshops
right now, which are good, bythe way, if you're local you can
check them out she's got onecoming up and several more
coming up here.
I got to attend one, so but Iwant to backpedal this for
(30:39):
somebody kind of starting out.
We've talked about niche, likefinding your niche, and all that
.
What would be like, you know,talk about the story, branding
and all of this stuff.
And I don't want you to spillall of this on this show,
because I want whomever'slistening to this to reach out
to you if they want that helpand get more from you, but maybe
like one thing they can do tokind of help them start in the
(31:00):
right direction with maybe liketheir branding or their story,
whatever you know, just to getthat going.
Amber Gaige (31:06):
Yeah, okay.
So what is the one thing thatmakes you unique?
What is your unique sellingproposition?
You know, we we may all sellwidgets, but we all sell widgets
differently, right?
And then, secondly, what is itthat your client gets directly
from doing business with you?
(31:26):
What is that problem that yousolve?
And it is an emotional problem,it is a tangible problem, it is
a philosophical problem how doyou uniquely solve problems for
your clients?
And if you will answer thatquestion for yourself, it will
be amazing to think about howyour brand starts to come to
(31:50):
fruition.
Jennifer Loehding (31:52):
Yeah, that's good, amber, and thank you for
sharing that, because I know forme, when I was trying to figure
that out, that was trickybecause I kept talking about
what I was doing right, likewhat I was actually doing, and
they don't really care how youget them to the problem right
Now.
Maybe, after they find out whatyou do, they might wanna know
like what?
Like I would be the nextquestion after I tell you, tell
me what you're going to do.
I'm like okay, so how are yougoing to do that?
(32:12):
Right, but they need to knowwhat you're going to do.
Like, what are you solving?
Right?
And so I kept getting hung upwhen I was doing my branding on
like okay, here's what I do,here's what I do Not, what do I
solve?
Like, overwhelm, stress, thingsthat are important to women,
right?
Like, they want more money,they want to be able to have
(32:34):
that autonomy and that freedom.
Then we can start talking aboutokay, how am I helping them do
that?
Right?
But I think you're really in onthat.
So thank you for saying that,because I think for a lot of
entrepreneurs they really getstuck in that it's like they're
talking about here's what I do,you know, like here's how I, or
how I do this, but what is theactual thing that they're
solving for that person, right?
Because that's what they wantat the end of the day.
Amber Gaige (32:55):
That's what they want to know.
They want to feel seen.
Everyone wears a sign that saysmake me feel special, right, if
you can help your clients feelseen, that they really
understand that you get them,then they will do business with
you, yeah, and you know what youkeep saying, that you know,
make me feel seen.
Jennifer Loehding (33:11):
We used to talk about that, mary Kay, that
everybody wears a sign thatmakes me feel important or
whatever, and so when we wereselling and so and it's funny
because I always had heard thatbut I never really understood
that right it took me a while tokind of really grasp onto that
the importance and you know, andit was even just in the way we
were approaching, like when wewere doing our physical
presentations, how we weremaking our clients feel in that
(33:34):
moment.
So it's so good that you sayall that and know that we used
to talk about that in all theyears I was at Barry Kay, we
would say that over and over andover.
There you go, there you go,good stuff, good stuff.
Okay, amber.
So I want to ask you these are acouple of fun questions I want
to dive into and I always loveto ask them like because you're
obviously a rock star and likeyou, just, you've got this great
(33:55):
energy and you've been talkinga lot about uniqueness and
finding out what that you knowthat important thing.
I do want to ask you reallyquick, before we get into that
about that unique sellingproposition, because people
don't always know, like, whatthat is.
Maybe, like you, want toexplain that just a little bit.
I don't again.
I don't want you to tell themeverything, but what that is,
that, whatever that looks like,maybe an example or something to
(34:16):
them so that they understandwhat that is.
Amber Gaige (34:18):
Yeah, okay.
So, like, your unique sellingposition is what you do
differently from the competition, okay, so let me give you two
examples.
So, like, one of the brandsthat I was very privileged to be
a part of was Benjamin Franklinplumbing.
They were, they were plumbers.
Okay, um, a plumber is aplumber is a plumber.
No offense to my plumbers outthere.
I love you all.
Right, plumber's kid, butyou're a plumber, right.
(34:40):
How do you do it differently?
I've got one plumber.
His brand is a Jeep.
He loves that Jeep, okay, so itis like overland plumbing and
he's got the ducks on thedashboard, right, that is his
unique selling proposition,right, he is.
Yeah, it is.
It's all about going above andbeyond and off-roading.
(35:01):
It's this all terrain and thisis the look of the brand, right?
And then Benjamin Franklinplumbing when they started, they
decided they were going to bethe punctual plumbers, so they
were going to pay you.
That is a unique sellingposition.
Both plumbers are going tounplug your toilet, jen, right,
(35:22):
right.
But one plumber is going toshow up in a Jeep and then I was
going to pay you if he's late.
What matters more to you, theconsumer?
Do you want a fun brand thatyou can relate to Nothing wrong
with that Cool.
Call a Jeep plumber.
Or are you a busy executivethat doesn't have time to wait
around, whose time is money andyou expect someone to compensate
(35:44):
you for your time?
Gosh, darn it.
Do you see how those twoaudiences?
They have the same need.
It's a clogged toilet, but it'stwo different motivational
factors for the same service.
Jennifer Loehding (35:55):
Yeah, that's so good that you did that.
Thank you, Because you knowwhat.
That is a hard thing for a lotof people and I know, like, when
I was building out mine, what Iended up doing is I ended up
making mine, I created thisfour-step system, Then I gave
and it's got a cute little nameto it, but that was what I had
to work on.
Is what?
It's got a cute little name toit, but that was what I had to
work on.
Is what?
Because when you talk aboutlike, okay, yes, we have starter
girls and that's kind of aunique, the brand is unique and
what we're kind of the you knowthe energy behind that.
(36:16):
But when I was trying to create,like, how am I creating this
program or this course?
Like, how do we drive people tothis?
I had to really think about,okay, what is going to make this
unique?
A lot of coaches out there,what brings and makes that a
little bit different?
Right.
And so I ended up creating thisfour-step system and I gave it
this cute little name that Ihave for it, and it's basically
(36:38):
my methodology for how I walksomebody through breaking,
identifying inner blocks,breaking through them so that
they can get in alignment withwhat their strengths and
weaknesses and their values.
And actually the big thing isis what we're doing, and doing
that is getting rid of theproblem, the burnout, the stress
, the overwhelm, because we'recreating a framework of
(36:59):
sustainability Right.
Amber Gaige (37:00):
I love it.
Jennifer Loehding (37:01):
So, yes, but I'm telling you, it took me
three months of working withthis mentor you and I had met.
I wish I would have known you.
You probably could have helpedme knock that out quicker.
It took me three months workingwith this mentor across the
country to help me to iron thatout.
And once I got it, amber, I waslike, why did it take me this
long to get this figured out?
(37:23):
And so now it's like okay, nowI know what my unique I know my
unique selling proposition isfor Jennifer Loading.
I know what it really extendsover to starter brands, because
I can use it everywhere, becausethey all overlap.
But I'm not kidding you, ittook me that long.
I formed my LLC in 2018.
It took me that long to finallyfigure out what the heck am I
solving right?
What's the problem and how am Idoing it?
(37:44):
We now have it.
It's normal right.
Amber Gaige (37:47):
That's right, because we all struggle with
with that.
It's the mental burn ofcalories trying to figure out
yeah how to do that right.
And so I mean, look, big brandsdo the same thing.
Gillette racers, they had to gothrough the process.
Duh, they went through theprocess.
Coca-cola these are brands haveall taken the time to story
brand their messaging because itis not obvious.
(38:10):
When I was going through andbecoming a story brand guide, oh
my gosh, the migraines it hurts.
Yeah, you have to figure outhow to think about these things.
It doesn't definitely.
Jennifer Loehding (38:19):
Well, they need to call you Amber.
Our busy entrepreneurs need tocall you to help them with that
story branding.
Okay, so a couple few questions, because I know you got to get
going, you got family and allthe things to go.
I would love to know what isthe best piece of advice that
you've got, anything you canthink of from anyone in general.
Amber Gaige (38:37):
Oh, there's my life .
My life just went off, okay.
I'm standing up, jen.
Okay, there we go, the bestpiece of advice that I got man,
I try to be the dumbest personin the room Always.
I always want to be surroundedby brilliant people, you know.
So I think there's been a lotof advice that I still get.
Let me see.
Well, my grandmother alwayssaid baby girl, God watches over
(39:02):
fools and little children.
I'm not going to tell you whichone you are.
That was kind.
Love you too.
The kiss rule Keep it simple,stupid.
You know, I think when weovercomplicate things, we just
we make things too difficult andthen, honestly, the the lesson
that I've been learning recentlyJen is who gets to be on my bus
(39:25):
?
You know it's, it's that I?
Okay.
The let them theory by MelRobinson?
I know, I know that, that's.
You know, probably I shouldn'tplug another book, but I'm an
audio bookaholic.
Totally, can, no, absolutely.
Oh my gosh.
Allowing people to be whothey're going to be, without
taking the emotional ownershipon myself of trying to control
(39:46):
it, Let them, let them be them,and I'm going to be me.
And I think when we apply thatto business as well, there's a
lot of freedom in that.
Jennifer Loehding (39:56):
Yeah, you said another thing we used to
say in Mary Kay too, by the waythe keep it simple thing.
I would be sure you never wearMary Kay girl or have friends
there, because you keep sayingsome of those things Apparently.
We all, we had some universalbusiness principles.
So, and yes, thanks forplugging in the book.
No, I love it, cause I used toon my show.
A lot of times I would ask, likeyou know, what's your favorite
book?
Because here's the deal I givebook recommendations by
(40:18):
listening to you guys, right,and other people can hear them.
I don't care, right, put it outthere, because I think you know
there's plenty of room to goaround.
That's what this is about, youknow, and that's why this show
is really.
You know, I can say these thingsall day long.
I mean, I've had to weatherthrough all these different
things we're talking about, evenhere in my own.
You know my own business.
But here's the deal you come inhere and you're an expert in
(40:40):
this field and you're going tosay something a little bit
differently than I am and it'sgoing to resonate with somebody
just a bit differently than if Iwere to come in and say, okay,
you need to, you need to nichedown your, you know your market.
Okay, we all say the samethings, right, but you're the
expert and you say it a littlebit differently.
You know, yeah, um, okay, I gotit.
(41:03):
This is another fun one.
I want to ask you, like, whatis the number one thing you do
every morning that you feel likehelps you with your success in
the day?
Amber Gaige (41:09):
Like the one thing that you feel is so important
that you feel like helps youwith your success in the day,
like the one thing that you feelso important.
Oh man, prayer.
I got a lot.
I do have a lot.
I'm up at four and five o'clocktoo, just like you.
Did you say what?
Did you say Prayer?
Yeah, I wake up every morningand I spend at least an hour
praying praying about anythingand everything.
I have prayer journals aboutanything and everything.
(41:34):
I have prayer journals.
Yeah, prayer is a huge thing.
Exercise is a big thing for methat I recently started adopting
.
I'm realizing how muchhealthier I am when I take care
of my body.
Jennifer Loehding (41:41):
I feel better too, huh yeah.
Amber Gaige (41:43):
You feel better, but yeah, but for me it's prayer
Awesome.
Jennifer Loehding (41:46):
Yeah, I think we all have our thing.
But I'm like you.
I mean I have like a lot ofthings I do that I feel I'm very
much a scheduled person now,which is so weird because I
don't know that.
I was like that for many years.
I think I sort of just I've gotrolled into that, you know,
into that role now and I reallylike, value my mornings and
stuff.
So I'm with you on that.
But I'm glad that you do that.
Okay, so real quick, anybodylistening to this.
(42:07):
You know they want to get intouch with you, find the book,
any of those things.
Where do we want to send them?
Amber Gaige (42:12):
Sure, go to farbeyondmarketingcom.
The book is also available onAmazon.
It's the Far Beyond MarketingGuidebook.
Hit me up, I'm on all theInstagram profiles, social media
profiles, you know anywherewe're online, but Far Beyond
Marketing is where you'll findme and my amazing team.
Jennifer Loehding (42:28):
Perfect, you'll find me and my amazing
team.
Perfect, awesome, amber.
Well, listen, I know you haveto get going to pick up a kiddo
so I don't want to keep you, butI do want to tell you.
Thank you so much for all yourwisdom, the chat.
I appreciate you adore you andyou've got great energy and
you're rocking it, so keep doingyour thing and keep shining.
Amber Gaige (42:42):
Likewise, sister.
Thanks so much for theprivilege of being on your show.
I am a huge Jen fangirl.
Thank you.
Jennifer Loehding (42:48):
Awesome, well , I love you, so to our audience
, of course, we love you andappreciate you, and I hope that
you found this episode bothinformative and inspiring.
Hit Amber up if you need somehelp with branding.
And, of course, you know, doall the things share like
comment so we can keep sharingall of this fabulous content.
And, as I always say, in orderto live the extraordinary, you
(43:08):
must start, and every startbegins with a decision.
You guys, take care, be safe,be kind to one another and we
will see you next time.
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