Freedom Lifestyle
Their work is flexible and they think for themselves. Learn from relatable people who ditched conventional office life in pursuit of designing their dream life. Define and design your own freedom lifestyle!
Hosted by @sam.laliberte - serial entrepreneur, motivational speaker and digital nomad - who has fit work around her life since 2017. She's unlocked freedom over her schedule, location and finances by leveraging flexible work arrangements and first principles thinking.
Live a life thatâs courageously authentic and on your own terms. Whatâs YOUR free?
Freedom Lifestyle
Selling (and Scaling!) Product Based Businesses (Cheryl Sutherland)
Thriving businesses that also serve others + science-backed personal growth
Cheryl is a Mindfulness Speaker and Founder of PleaseNotes, a for-purpose company of affirmation-filled physical products. She opens up about the scientific benefits of journaling, the nuances of crafting affirmations that truly resonate, and the personal evolution that led her to prioritize self-empowerment over external validation.
Key Takeaways:
- Manufacturing your first product and how to work with overseas suppliers
- The psychology of sales and marketing with proven sales scripts you can steal
- Selling your physical product in-person at trade shows and popup markets
- Why putting pen to paper is much more effective than typing on our computers
- How to discern whether your personal affirmations are positive or negative
đ Get 15% off PleaseNotes products with code: FREEDOM15
Cheryl's hands-on experience offers a wealth of wisdom for anyone looking to succeed in the competitive landscape of physical product sales.
Support the show:
âď¸buymeacoffee.com/whatsyourfree
About the show:
Sam Laliberte - entrepreneur, digital nomad and freedom seeker, hosts the Freedom Lifestyle Podcast to expose people to the many ways you can design your dream life and unlock your own version of the freedom lifestyle. Her guests have empowered themselves through flexible work as a way to âhave it allâ - financial, location AND schedule freedom.
Today you're going to meet Cheryl, who is a women's empowerment expert, a mindfulness speaker and also the founder of Please Notes. If you're not familiar with Please Notes, cheryl has created a suite of products that help make personal growth and self-care a habit you can stick to. I love this personal mission that Cheryl is on. I think as entrepreneurs we start off wanting to create a business that gives us that flexible freedom lifestyle. But from the very beginning, cheryl not only did this, but she also made her business so rooted with the change that she wants to see in the world, and so we learned a lot in this episode about the science of journaling and actually the research that backs up why putting pen to paper is actually much more effective than even typing on our computers, which we often want to do. We talked about the power of affirmations and the exact components of an affirmation that needs to be in place to make them effective, but then we also got really into the weeds of creating a product-based business. On the show I've had many service-based entrepreneurs, and I would definitely identify as one myself, but Cheryl was able to bring insights into manufacturing your first product and how to work with suppliers and how to actually set up your profit margins for scale, how to actually sell and market a physical product in person. She does a lot of markets and trade shows and in-person events to get her products out there, and there was a lot that I learned from her, even about sales and how to actually market your products from a place of consulting and helping people find what's best for them, versus really telling them what they need, which is a bit of a shift for many of us. So you're going to learn a ton from Cheryl. She also gives us an amazing offer so that we can take and test out her products ourselves.
Speaker 1:So stick around to the end of the episode to unlock that special discount code With no further delay. Here's Cheryl. Cheryl, welcome to the Freedom Lifestyle podcast. How are we doing today? How are we feeling? Heading into this, I'm so excited.
Speaker 2:I've been wanting to do this for so long and I'm so glad, like the stars aligned, that we'd be able to like connect and like do the magic together. Yay.
Speaker 1:Absolutely, and you've kind of been on the podcast before because I remember a few seasons ago when I offered the free ads for Freedom Seekers, you submitted one. Do you remember that? I do, I do, yeah, and that was years ago when your business only had a couple of products. I went on your website yesterday to just do some research and get caught up and I'm so impressed with how many different offers and products you have. It really is like a suite now of products.
Speaker 2:I mean, I love to create environment. If there's any way that I can support people in dipping themselves and surrounding themselves with all the affirmations, all of the like positive goodness, and let's just throw something else out, let's just make them cool.
Speaker 1:So it's been super fun, amazing. Well, I'm really excited to learn about that evolution. I know that anyone who is thinking of starting a physical product based business would learn a lot from you, because there's so many nuances in that. I know that when my partner and I created the LDR activity book, we had so much to learn about getting products created and manufacturing and suppliers and actually sending them to people, and so I'd love to quote, unquote, pick your brain on some best practices there, but then also like understand how you even aligned on figuring out what your life purpose was, because this business is so much more than products. Like you said, it really seems to be tools that you're creating to help people with their personal growth. Is that?
Speaker 2:right fell into personal growth. It was amazing and there was just so many things that I was able to see, even just like the way that I had conversations with myself in my head, like just noticing, like oh my gosh, why would I think that? Or like that's not me, Like that sounds ridiculous. And then like understanding, like where that came from, and all those different things. It really changed the way that I operate. And like also the way I make decisions and choosing for those decisions to come more from abundance and love and expansion versus scarcity. Or something bad is going to happen if I don't do that right. But I think the delicious thing is creating something that means something to you and creating something that's impacted your own life in such a way that how do I make it easy, how do I make it fun, how do I make it accessible for other people that might not have the same opportunities to play the way that I've been able to play and invest in themselves in the way that I've been able to invest in myself?
Speaker 1:So that's basically like the magic behind police notes is just sharing more of this goodness and making it easy, making it fun and making it accessible to One of the things that we hear in entrepreneurial advice so often is we're best suited to serve the person we once were and you've referred to a few times, like when you went on your personal growth journey when you started doing this. So it sounds like you really are creating products for the person you once were.
Speaker 1:So, who was that person prior to Please Notes, and what did not doing personal growth look like for you.
Speaker 2:I mean she was still pretty cool. I'm not gonna lie.
Speaker 1:I believe it.
Speaker 2:However, the big thing that I noticed, even just for myself, was the things that people couldn't see, was my lack of self-esteem, my lack of confidence, and just even the way that I made decisions was often like asking a bunch of people and then just being like, okay, well, I think that feels good or I think that makes sense, and I had no way in order to like, discern, like, what should I do? From the space of like, what is it that I want? Or like, what makes more sense for me, or what feels good to me, I hadn't built up that muscle. And then so, when I want to make products for myself and then other people that also have this difficulty, because it's not something that's brand new, it's something that a lot of people go through, and especially when you're embarking on starting a new business, you have to make a multitude of decisions in your day-to-day life, even if you're not a business owner. Just within your own life.
Speaker 2:Do I decide, do I want to continue this relationship with this person, even though it's not really working out for me, or do I want to continue placating my boss? That's kind of not very nice to me. Just all of these little things, all of the decisions that you make on a day-to-day basis really come down to do I believe I deserve this or not, do I believe I could have this or not? And the more that we practice coming from that space of like, yeah, I deserve this, I can have this, I could be this, I can create this, I'm capable of all these things, then we make more decisions, worthy decisions, and we make more juicy decisions. We move forward in the world from this space of I can have this and also allow other people to see that too, which makes again that whole ripple effect of people believing in themselves and setting great boundaries and going after their goals, which is what we need.
Speaker 1:I love that and I agree I can imagine you were pretty cool before all of this and you didn't have please Notes as a resource back then. You had to create it yourself. What were the tools and the resources that you were using in your own journey of being somebody who could lean into their own intuition and could make decisions for themselves, versus having to go to a bunch of people and being like what should I do? You tell me what to do? And really figuring out how to use the answers that were within you? How are you finding that?
Speaker 2:I mean, honestly, the scariest part of it. It's just choosing to invest in myself and put myself first. So I fell into and I guess the universe wouldn't let me escape it because all these stupid people that I love now around me were all like, hey, have you heard about this course? Or like, hey, have you heard about this course? Or like, hey, you should check out this course. And I was like, what is this cult that people keep trying to bring me into? Well, one day I decided to go for it and it was, again, one of the best decisions I've made for myself. But then, of course, as a result of taking that first step, it's like, okay, well, do you feel like you deserve more? Do you want to invest more in yourself? Can you give more to yourself? And then just continuing on that journey.
Speaker 2:However, there's always going to be a certain point where you either fall out of the practice or your life becomes different, so things are mixed up a little bit. You're not able to do the same things over and over again, and that's one of the big reasons why I've made this line so integrated and so much so that you can use it in all aspects of your life. Make it super easy for you to start pouring into yourself. I think also, just even within, you're figuring out your own voice. It's that introspective work and that's one of the reasons why I fell in love with journaling. I was not one that was like, yeah, journals are the best. No, it's awkward, it's vulnerable, I feel naked. Like what is this?
Speaker 2:However, the practice of doing it is one that allowed me to get to know myself at such a deep level, understand myself and even again, with the decision-making, be able to discern a lot of things that either weren't mine or that I was able to move forward and say like no, this is really what I want. I actually remember the first time I had to go ahead and journal, I was at one of these lovely sleep away personal growth workshops and they put us on silent and put us in corners. We had 10 minutes to just write and I was like this is icky. I literally wrote like this is stupid, this is dumb, I can't pretend, I can't believe. I paid for this for like the first three or four minutes, but then, once I got into it, it was just likealing, but just even. What's the point?
Speaker 1:I think a common pushback I've heard from many people and then I've even heard in my own inner voice is well, my hand just can't keep up with my thoughts, right, my brain is going too fast and journaling is just too slow. I'm a typer. I grew up with the internet. Why would I journal and tell me if this is true or not, based on what you've learned, it's actually that practice of having to slow down and write more coherent thoughts and fully formed sentences that actually can pull those insights that when you do slow down, it actually becomes way more coherent than it would have been if you were just like typing on a laptop. Is that scientifically backed at all, or is that just my own experience?
Speaker 2:Well, I mean, like I, I believe in your experience, but also there's actual scientific proof that that whole process of using the pen to paper versus typing actually activates different areas of your brain and I think also it's that process of slowing down is a huge component of it.
Speaker 2:But the amount of focus that you actually have to take to actually write that down versus typing it, or even if you think about it, the fastest way we absorb information is just through thought. Now, if you think something like, oh, I believe I can do this, it's in and out of your head in like 30 seconds, milliseconds, let's be honest, and it doesn't really register, it doesn't resonate, it doesn't hit you the same way as if you write it down and say I believe that I can have this or I believe I can do this Even another level is like staring in the mirror and like look at yourself in the eyes and saying like I believe that I can have this, I could be this, that I could do this. It's again these different levels of connection to ourselves that we can choose to explore or not to explore.
Speaker 1:And when it comes to these believe statements whether it's journaling it or looking in the mirror does it have to be authentic? Do I have to actually believe it, or can even just saying I believe this help it become more true?
Speaker 2:Well, I mean, we're smart, right, so? And then you know, even if you lie to kids, get no right. So at the same time, when it comes down to affirmations, studies have proven they have to be at least 51% believable, Otherwise you won't let it in. It'll just bounce off Like if you're like, oh yeah, I'm a millionaire, it doesn't connect with you, as in the same place as if you believe that you're wealthy, right. Like I believe that I'm wealthy, I might not be a millionaire, but not only in my friendship, but like the peoples I get to play with, the adventures I get to go on the place that I live in, I feel authentically wealthy. But if I again try to say that, oh yeah, I'm worth multi-million dollars, Like it doesn't connect with me in that same place, Doesn't mean it won't happen. Let's be clear, However, like you just do need to have at least a bit of it that you feel connected to and allowing that to grow.
Speaker 1:Okay, that's a good fact to know, 51% believable, which I think is doable, right, you just have to believe it more than you don't believe it in order for that to start working for you. And you mentioned affirmations, which I believe was your very first product. And so when I go on your website, kind of like the mission statement seems to be making personal growth and self-care a habit you can stick to, which I love and very desirable that like consistency piece. So tell us the story of the first product. What was the original offer that you were putting out in the world to help people with this?
Speaker 2:Oh my gosh, it's so fun. So I actually was working somewhere and it was very complicated complicated as in my job was not like that great. I wasn't getting any satisfaction out of it. But then I had tied myself into not only living with my boss, but also we had like so many things that were commingled, and so it was like, oh for me to quit this, like this is going to be.
Speaker 2:And then I have also known one large thing about myself is that if I don't create space for something new to come in, then it doesn't. So I knew at that time that I needed to quit my job, even though I wasn't clear on what that next thing was. So I did that. And then out of that it was just like what do I want? And I created this lovely list of the attributes that I wanted.
Speaker 2:I decided that I did want to have my own business and not work for somebody else again, which is, again, it is what it is. But then things like I wanted it to be a product so I can make money when I'm sleeping. I wanted it to be something that mattered to me. I wanted to be able to work wherever I wanted, again dipping into that freedom, lifestyle, all these different attributes. And then I actually got this idea because I had noticed how quickly I had fallen out of my own self-esteem and confidence and how I really forgot how amazing and capable and deserving I was. And I was like, well, what if we just had sticky notes or something around to surround myself with affirmations?
Speaker 2:I was like oh my gosh, sticky notes that's so good and then. So the first version of the sticky notes actually had a different affirmation and like image on every single page, which was great. However, funny enough, people would fall in love with one message and then not use the rest of the notes. I'm like y'all got to keep buying some stuff, so I ended up building out the product line from there, but that was the first thing. It's just like how do I make it easy for me to remind myself who I am and where I'm going and what I really deserve in my life?
Speaker 1:And were you creating the affirmations like they were actually printed on, or were you encouraging people to fill out an affirmation, or maybe a bit of both?
Speaker 2:printed on, or were you encouraging people to fill out an affirmation, or maybe a bit of both? No, I, my whole thought process is I again wanted to make it easy so for people to actually go through and like create their own affirmations got kind of sticky, uh huh. That was not a meant to be a pun, but I wanted to make it so you could use it at work or like gift it to someone, and it's easy and it's like a little pop of something. So at the top it had a different affirmation and I created these affirmations based on things that I wish I told myself or that I knew that I needed to hear more often and then kind of just continue to go from there. So each step pad had about 50 different affirmations with different images that like people love to give to their coworkers and colleagues, or even like as lunches or on like their kids lunches and stuff like that too.
Speaker 1:So don't rush them. For someone listening who might be like affirmation. I'm not even 100% clear what we're talking about. Can you give us some examples of affirmations you might be using right now in your life?
Speaker 2:So, basically, affirmations is usually a statement, and it could be positive or negative that once you repeat it multiple times, you actually tend to change the way you see yourself, others in the world.
Speaker 2:Now, in order for them to become effective, you often have to attach them with, like an emotional response as well, and then, of course, you're having the repetition.
Speaker 2:Now I say it can also be negative or positive, because a lot of people will say things like I'm not good enough, I'm not smart enough for this, I'm all of these negative things, and then, of course, that's how you feel. That becomes your default way of moving through the world. However, if you choose to pour great things on yourself like everything is always working out for me, everything is always falling into place, I'm worthy of all the things that I desire, I'm wealthy in all areas of my life, I'm ambitious and abundant, then again, the more of these things will show up in your life. It's kind of like you know, when you go to buy a car, you're looking for a car and then, all of a sudden, all you see is like a plethora of Honda Civics. It's the more you train your brain to focus on these things and the more of that does come to you and show up in your life as well too.
Speaker 1:Okay, very helpful and a good reminder. It can be something as simple as a sticky note, and we can even be creating these ourselves if we have our own affirmations. But if we are looking to make it even easier and find inspiration on what we should be affirming ourselves with, do you still have that original product?
Speaker 2:It has evolved now into different sets of sticky notes, so there's five messages on each pad that rotate through and you get a stack of three. So basically there's 15 messages that you get to play with. But then also, in addition, I've got really great affirmation cards too that are super high quality and have a really great tactile experience. And then, with my clarity journal, there's a workbook in there that teaches you how to figure out who you are, what you want to create, what brings you joy. But within that there's an exercise that actually helps you create your own affirmation, so that it's something that you can connect with, that you feel delicious about, that you want to be known for that. You want to feel concrete in.
Speaker 1:Yeah, I'm guessing that would take it all to the next level is really an affirmation that I feel like I created. I'm invested in. It came from me, so I love that you offer that as well. From a business standpoint, in distributing these amazing products, was it an e-commerce offering from the very beginning, with the original sticky notes, or are you selling these in person and at different events in Toronto, which I think is where you are?
Speaker 2:Yeah, so originally it was an e-commerce and there's still an e-commerce solution. However, I've always found that I sell the most whenever I'm in person, whenever I do pop-ups, like again in Toronto. We've got the one of a kind show. That's been really great for me, but it's kind of tricky to figure out and I'm still trying to figure out the e-commerce side of things and whether it be SEO or like email funnels and all that other stuff. However, I think, and I'm very lucky to say, that people gravitate to my passion about my product and like the impact that I want to make and truly like I want people to see themselves the way that I see them, and then they feel that and then choose into purchasing my goods there too.
Speaker 1:That's beautiful, so it is mostly an in-person strategy, even today, Even today, yeah. Okay, nice. Have you been able to scale that at all, because that means you have to be at all these different events. Is it always you, or do you have a team being the face of Please Notes? Working with you, I've become an adult now.
Speaker 2:I actually hired my first sales rep who is supporting me at a plethora of different events. Funny enough, we actually have the same birthday. We have very similar energy and so people. I feel very safe in having my brand be in the hands of people like her.
Speaker 1:Yeah, I can imagine that's a big thing to let go of when, especially so that people are connected to you and your mission. How's it going so far with this new hire?
Speaker 2:Honestly, it's been really great. Like I've had DMs where people are like, oh my gosh, I love your energy and I was like they're not talking about me, they're talking about Carlina, yeah, so, and then, of course, like when we're together, it's like the energy is like tenfold. So just being able to pour that on other people has been super helpful for me and, honestly, it just brings so much love to me and I don't know, I love my stuff, I love being able to run this.
Speaker 1:Yeah Well, I think you've really found a business that I think so many of us are searching for. I know on this podcast, I've interviewed hundreds of freedom seekers now who often just started their businesses as a way to have a certain type of lifestyle right Freedom to work from anywhere, have freedom over our schedule, freedom over our finances. But you have added this whole other component, which is making an impact and finding alignment with how you want to improve the world and doing it through your business, and I honestly really envy that. So I'm so happy for you.
Speaker 2:Oh, my gosh. Well, I received that. Thank you so much.
Speaker 1:Okay, back to business. I need to tell you about this week's sponsor, fiverr, the world's largest marketplace for freelance services, and by now you already know I'm a freelancer on Fiverr. It's actually become my top channel for attracting new clients, but I bet you didn't know that I'm also a Fiverr client myself. In fact, whenever I have a project or an idea in my business, I go to Fiverr first to find other freelancers who have services that can bring my project to life. Whether I want to speak with somebody about growing my YouTube channel or get help creating graphics for the launch of a new ebook or digital download I'm releasing, or maybe I want some music to create for my new podcast season, I challenge you head to Fiverrcom next time you have a project but you don't have the time to execute it. I have been so pleased by how much space and freedom this creates for me.
Speaker 1:Fiverrcom next time you have a project but you don't have the time to execute it. I have been so pleased by how much space and freedom this creates for me. And if you're new to Fiverr, you can use the link in the show notes for 10% off your very first order. So physical products, I think it's a whole other beast. It's one thing to create a service-based product or I know you have different courses and workshops and things that you're doing now, which is really amazing but when it comes to creating a physical product, you have to figure out how you're going to actually make that product, and that's going to cost money to create it and that's going to affect your pricing strategy. And so how are you finding your manufacturers and suppliers at the beginning?
Speaker 2:And are you still working with those same people today? Yeah, honestly, it's interesting because you have to have a very clear vision, and so, for me, I don't think that I'm controlling, but I'm clear is the best way to say that.
Speaker 2:So, whenever I've made a product, I've known exactly what the vision has been. I know, like, what exercise I want to put into this all these different bits, and also, when it comes down, and anybody that's creating a product-based business. You want to think about the user experience, like for myself, I envision people primarily using my journals when they're in bed. I want it to be heavy, I want it to be something easy to write in, I want them to enjoy the writing experience of putting that pen to paper. So I have really thick paper, all of these different bits and so when you're going through and you're creating, like what you want. As for the attributes of your product, you're also bearing in mind, again, how people are going to be using it, but then also some of the different situations that it's going to be in as well, and then you're going to want to make sure that the partners that you work with can fit your vision.
Speaker 2:This business has always been posed and created to be a very large business and therefore I'm only going to work with manufacturers that have the ability to crank out very large quantities of goods. So not only did I originally have like a really great manufacturer that I worked with locally, but then I also ended up having another manufacturer overseas that has the ability to crank out 20, 30, 50,000 units, so that when, eventually, I get like a really big contract with either like an influencer or a subscription box in order to fill the product and like fill that order, I know exactly what my price points are, all of those things, even when it comes to like shipping terms, and all of those fits as well. I think it's always great to be curious and learn what you don't know about what you don't know, and one of the things that I ended up running into was funding. When I first did my initial product with the sticky notes, I actually self-funded that, and I had to buy 10,000 sticky notes and I don't know about you, but like my roommate was like girl, what are you doing? My, the garage was very full and she's just like maybe she can.
Speaker 2:But then when I decided to create the journals, I was like I'm not doing that again. How do I make sure that people know what I'm doing, that they love it and that they're willing to purchase it? And so that's why I actually love using Kickstarters, and I also do a lot of consulting with people that want to launch product-based businesses. I always advise doing Kickstarting and I think a couple of reasons why is you want to make sure that A your product has value and you're able to communicate that value, but also, people actually want this. There's so many great ideas, but unless you're actually serving a purpose or like filling a need, then it's going to be really hard for you to actually have the level of success that you want to have.
Speaker 1:Okay, such good advice, and so what I might wonder is if I was going to create a Kickstarter for an idea, do I already have to have it manufactured? Or what would you advise to somebody who wants to use Kickstarter to test whether I should order 10,000 units for my business idea?
Speaker 2:Yeah. So the fun thing about Kickstarter is that you don't even have to put all of your money in ahead of time in order to get this up and running and you have, like you're, you can have like a minimum viable product. So, like your MVP whether it's like you've actually got the final sample done or you just know, like, what attributes you want to have, and then you're working with your manufacturer or your potential manufacturer to get the final numbers right. Based on those numbers, you can go ahead and either hire a team or do it yourself, depending on your time or your bandwidth create your graphic design, your video. You could do like all of the stretch levels, all of the goals, everything around that. If you do choose to bring in someone like a marketing team, you can, but just in that like you're probably going to invest less than a thousand dollars to make sure, yes, this is something that's going to work. And then, once it's actually up and running and like it's out there and people are buying, then at least that way you know okay, I'm going to move forward with this. You hit your level, you hit your stretch goals, all of these different bits when you get that money. That's when you choose to pour money into that. However, if you don't hit your goal, you can either sit back and reevaluate Okay, what about this? Am I not doing right? What do I want to adjust? Do I want to try this again? And if so, then you can come with a different strategy and launch it again.
Speaker 2:I actually had to do that. At one point, I got like really ambitious and I tried to launch three new journals at the same time and I was doing all this stuff, I was like girl, what are you doing? Like this is not working. I ended up having to cancel it and I'm like okay, so instead of trying to launch the gratitude journal, the manifestation journal and then a dream journal, let's just do one. And it was successful and I was very happy about it, and it's actually one of my top selling products today. So again, like, just play with it, be easy. But then, of course, make sure you're testing the market and provide the value that people are looking for in order to be successful.
Speaker 1:Okay, such great advice. I also didn't realize that you offer coaching and consulting in this area, so we'll definitely include your contact information, because that sounds like a great resource. I had seen that you would hit 150% of your Kickstarter goal, so was that for the dream journal? Then, which one did you focus on?
Speaker 2:That was for the first first journal, so the Clarity Journal. Well, now it's known as the Clarity Journal, and then we ended up doing similar numbers for when we had, like these, really cute enamel pins. But then I've also used Kickstarter to launch the Gratitude Journal and then the Manifestation Planner as well too.
Speaker 1:Amazing. Why do you think your campaigns on Kickstarter have been successful? Of course it sounds like focusing and doing one thing well at a time was a big lesson for you and maybe not mistake, but area of learning that you had to pivot along the way From a marketing perspective, anything that you would advise anyone to do that worked for you.
Speaker 2:Honestly, a lot of it is human connection. So, whether it's tapping into a network, for myself again, I've had this amazing network of people that are involved in personal growth and then therefore, I didn't have to convince them, I didn't have to educate them on the benefits of the product. Now the fun thing is, especially with everything that went on with the pandemic, a lot of people are understanding and acknowledging the value of mental health and wellness. So when I do go ahead and I put out a new product, then it's not as heavy as a lift. There's less education that's involved. So I would say, definitely activate your networks. But then also there is something very special in reaching out to people individually.
Speaker 2:Back when people used to still use Facebook, I would message people or call people or text people like, hey, oh my gosh, I have this new project that I'm launching. This is what it's about. This is what my intention is. I would love your help with this. Is that something you're willing to do? They say yes or no.
Speaker 2:I'm like, okay, cool, so this is the estimated price point. Can I put you down for two, or can I put you down for four, or can I put you down for 10? And then again they'd say yes or they'd say no, and then, if they're not able to contribute financially, awesome, possum, would you be willing to share it on your platforms when the launch is happening? Cool, yeah, awesome. I will message you when that's happening and I'll like send you everything. I really appreciate you. Thank you so much for that. And then, just by that again, word of mouth is not only the cheapest but the most valuable form of marketing. So the more that you can activate that from people that love you your friends, family, circles of influences the easier it is for you to get your goal.
Speaker 1:I love that strategy and I can totally understand why that was so effective for you. Even just right now, I'm like, yeah, I'll sign up for 10. Where's the link? Like, you have a way of communicating very clearly without really feeling like I'm being pressured to buy anything, but more like this is what I've created. This is why I've created. It's coming from this higher purpose. Are you interested in it? And so I can see that strategy working so well for you. I also know that there's so many entrepreneurs who like the idea of posting even on social media about their business feels like a leap for them. They have all of these associations with self promotion and and being salesy or being greedy or what are people going to think of me? And then taking it to another level, for not even just like posting to everybody, but like actually going one by one. So why do you think you were able to do that? What advice can we give to somebody who's like not even comfortable posting on social media about their business, let alone this incredible strategy?
Speaker 2:So one of the big things is I've been really lucky to have a career in sales and I've been not only so successful that I have a lot of return business, but that I've won awards. And the reason I feel like I've done so well is I usually do like a consultative sales approach, meaning that it's not about me, I'm not about selling you my product. That is not the win. The win is finding you a solution or figuring out something that'll help you, that'll help you achieve your goals. When you're coming from that space of I'm here to share something that will help you and help your friends and family. It's not about me getting your money. That's not the thing. It's about actually making a difference. And so, even when it comes to your products or services, what is that difference that you're looking to make and getting out of your own way? If you're looking to make a difference in, like again, helping people feel good about themselves, you know the impact that that is.
Speaker 2:So why would you get in the way of somebody being their authentic self, the most delicious version of themselves, being happy, being joyful, even if it's something like one of my girlfriends sells art she does amazing paintings and again, for her to do social media's like oh, this is awkward, but if you're able to say, like this is the joy that this brings people and it being in their home, and then they're being in their house or sharing with their loved ones and then, as a result, then they get something they like and I get something I like because I like to pay my bills. Rbc loves it when I pay them money, so why would I? It's a win, win, win. Guys, get out of your own way. It's kind of like the opposite of ego. And then, of course, especially as women, we've been taught to just not do a lot of that. It comes across as all these negative connotations when really all we're doing is sharing our love in a different way.
Speaker 1:Adam Grant said something to me that really resonated that I've been passing on to other entrepreneurs who feel a bit icky with marketing themselves, and he said it's not necessarily about marketing and selling you. It's about marketing and selling your ideas right, and it's like your vision for the world or what you've created, but why you've created it and how this can actually help people. And, like you said, that consultative approach and that solution and when we're marketing our ideas, I feel like that just really allows us to be that thought leader and that supporter in the world, versus, you know, a bunch of selfies, which is what some people can think self-promotion and marketing ourselves is.
Speaker 2:It's true, and I think, as long as, even if you're doing selfies like, what are you doing selfies for Like? Are you showing how happy you are, because that's important, that's valuable, right? So it all really comes down to what is the value that you're looking to provide. How are you looking to help, how do you want to help people, and then making sure that you're communicating that effectively and over and over and over again, I remember studies came out that saying that people had to see something seven times before they made a buying decision, and I think it's actually gone up now, like where we're looking at nine.
Speaker 2:So you're doing them a disservice by not actively, continually marketing, even if it's the same talking points, even if it's the same value benefits, all these different things. Even if it's like you're texting them and then you're emailing them and then they're also seeing a Facebook post from you, you're helping them by reminding them that they want this, that this is something that they need, that this is something that's going to provide value. One thing that I'd love to share as well is that people love to buy things, but they don't like to be sold to in an icky way. So if you're helping people get the things that they want by selling it to them like why wouldn't you?
Speaker 1:I saw on social media that you were nominated again for a woman of influence. Congratulations, thank you. You also do an incredible job with getting PR and being featured in the media. You've been featured in Forbes, fast Company, huffington Post, instyle, britain Company, good Morning LA, blogto. The list goes on. This is just a few examples I was able to find. So how are you able to do that? Are you working with an agency? Or, again, are you using your amazing sales, consultative, relationship building skills to secure all those big deal placements?
Speaker 2:Honestly, sometimes it is people just like oh yeah, you should talk to this person or connect to this person. But PR is not my zone of genius and I've had the opportunity to work with some amazing PR agents that are able to distill the things that I am saying and then also like the impact that I'm looking to make and connecting with the right people that are able to share my story and my product.
Speaker 1:Love it Okay, so you have some help in that area. Anyone you would recommend as a resource you comfortable sharing any agencies.
Speaker 2:Both of the people that I used to play with are out of the PR game now, unfortunately. However, one of the PR people that I love is actually at Langton PR Daniel Pillai. He's the VP there, and they do a really great job, especially with product-based businesses. Okay, love it, thank you.
Speaker 1:The thing with product-based businesses? Okay, love it, thank you. The thing about product-based businesses as well is they're pretty capital intensive, right? If you're looking to launch one of your courses, your workshops that you're doing now, for the most part, it's a lot of your time invested. It's about thinking about how you're going to communicate your own value, maybe creating some videos to talk about what your workshop's going to be, actually putting yourself in a physical space to sell that.
Speaker 1:But when it comes to physical products, there's unless you're doing a Kickstarter there's an upfront cost. You're probably doing some paid advertising, I'm guessing, at all of these pop-up events and shows, you're paying a vendor fee that, as someone who had a product business, I know that that can often be quite expensive and an investment where you're like, well, hopefully I can get it back. And so how were you able to make that leap in your business? Like you mentioned, you quit your job to create space. Did you have like a side hustle that was supporting this entrepreneurial endeavor? Do you have one today, or have you just always gone all in so?
Speaker 2:don't do what I did. I'm saying because it's stressful, but, like at the time when I started this, I was living in America, so I couldn't get another job. My whole purpose was I wanted this business to blow up so much so that I was able to get a visa and stay living in California. However, when I moved back to Canada, I was able to get some part-time gigs and do some things on the side, so that's been very supportive for me. But when it comes to choosing events to attend and showcase your stuff at, one of the things that I learned is I know who my target audience is, so attending events, where they will be, and then that that they're expected to spend money, that they're ready to spend money, is super important. So I know that I do really really well at events that have personal growth, empowerment, women's empowerment, entrepreneurship, because a lot of these people again, I don't have to educate them on why mental health, why, you know, mindset, work actually matters, and they're the ones that are actually actively investing in themselves in this way. When they see my goods, they're like, oh my gosh, this is amazing. I feel so different. Let me buy some for myself, my friends, my family, and then again they come back and they end up buying from the website because they've already had that initial experience with me.
Speaker 2:So if you do have a product-based business, just be very clear on what it is that you provide in regards to value and where these people will be.
Speaker 2:But then, of course, like taking in account okay, this is how much I'm paying myself to be at this event, this is how much I have to pay for the event itself. I might possibly have to pay for insurance, gas, parking, if you need any additional things, like you have to buy a new setup, a new table, breaking all of those in there and then saying, okay, so for me to not only break even, I'm going to have to sell like 50 journals, or for me to come up in a way that I feel successful, I'm going to have to send 150 journals, or even that I'm going to have to be able to sell 150 journals and get 30 emails added to my email list. So know what numbers you want before you're going into these events, being willing to ask questions like how many people are going to be coming? Is it a paid event? What is the promotion that you're having around the market, so that you already know that people know that they're going to be there to spend money and invest in you and your business.
Speaker 1:So it sounds like you're asking a lot of questions to make sure that these investments are the right ones. Was there an experience where you did do all the right things? You did do all of the right research and you tried your best and then you got to it and you actually were at a pretty big loss? Has that happened to you before?
Speaker 2:from like a capital perspective, not really, I think the only ones where it's been kind of tricky is the. I actually did one the other day. If you're a Torontonian, then you might be familiar with Scarborough Town Centre. The reason I chose to do that particular event is it was a three day event. So Friday, saturday, sunday, it was a whole market focused on International Women's Day. But one of the big things was I used to have my products for sale in the Black ONTO market. That was there, so there was a whole store. They used to buy my products. I used to sell it all the time. I'm like, yeah, my people, a decent amount of people, will be there.
Speaker 2:So not only was it really crazy, because it was like 10 to 9 and then like 11 to 7 on the Sunday, so three days it's exhausting but then also I found that my stuff didn't really sell the way that I thought it would. In fact, the only thing that really sold were my pens, which are new and very gorgeous, but they were $10 purchases. My average order volume was quite low. But also I got a lot of really great emails. A lot of people weren't ready to purchase. At least I had their contact information and some of them followed me on Instagram, which, okay, sure, why not the algorithm? But that was probably the worst event that I've had in a while. However, it's been offset by a lot of free events that I get to go to and then like, make five or $600 in like three hours and I'll be like ha ha, ha chuckling on the way to the bank. So it's all about testing.
Speaker 1:And also it sounds like it's a lot about mindset, like you seem to have a very optimistic view and you're able to make other connections where, okay, maybe I didn't have the exact revenue here, but guess what? I got a bunch of new emails. This is what I'm gonna do about it. I've created brand awareness for my new pens. Here's how I'm going to approach it. It sounds like that mindset piece has also really served you. Would you agree?
Speaker 2:Yeah, definitely. You have to be willing to look at all the different ways that you can create income that might not be directly coming from a sale. It could be somebody wants you to speak at their workshop, or somebody wants you to speak at their school or purchase something for their business later on. There's so many different options. However, you just have to be open to the fact that money can come to you in all different ways, and it comes to me in unexpected and unexpected ways in my life and the life of others, and then that just opens you up for more deliciousness, and I met some really cool people. I have new friends. I got new earrings from the girl that was the only step behind me. I ate all these cookies. It was a win, win, win.
Speaker 1:Okay, I know we're at time. I have just two more quick questions that I want to ask you, if you're okay with that, and then I'll let you go on with your delicious, amazing day. Thank you so much. You've been so generous with what you've shared with us so far, so if we wanted to check out some of your products, I'd love to hear where you would direct us. I think you're so right that when you're in this personal development, personal growth space, you don't even need to educate us. It's just like what do you have to give us? And the closest thing I can think of that is the five minute journal I'm sure you're familiar with. I think it's Intelligent Change. They have a suite of products which I'm sure is maybe a competitor to yours or maybe a source of inspiration, but that is like a journal I buy over and over again and now I love to gift it to other people. So what is your version of that that we should maybe like start with and check out?
Speaker 2:Well, for me, I like to think, if you are looking to play with journal and you're looking for something that you could get stuff out like, I know a lot of people love the five minute journal, but they also want a little less structure. That the clarity journal is amazing. For that you get the workbook you like, have all the space to write. Every page has a different affirmation or inspirational quote, but then on top of that, like, you do have some dot paper, some blank paper in the back, all those sort of bits, and it's a little bit bigger, so it gives you a little bit more room to write. However, if you want to have an easy daily practice, get really started on playing with gratitude, then you're going to want to get our again our gratitude journal.
Speaker 2:That one's great because it gives you 100 gratitude prompts, but then it teaches you a little bit more about, like, what is gratitude, how does it affect you, why you actually want to practice it. And then every 20 pages is an in real life activity to take gratitude to the next level, again, just releasing a lot of the oh, if I don't do this every day, that I've ruined it, I'm useless. The shame spiral no like. Use it when you feel like it, or like try it, like let me just set a goal for two minutes a day, or like twice a week, and then, if that doesn't work, maybe just do it once a week, on Sundays, or something, you know. Whatever makes it easy and then makes you build your confidence and then want to do it more often, is where we're going at Amazing.
Speaker 1:Okay, I'll definitely include links to those products. Did you have an offer for our community that we should mention?
Speaker 2:Well, only because it's a use-in.
Speaker 1:What I would love to do is.
Speaker 2:I again want to encourage people that want to be freedom seekers, or current freedom seekers, to deepen the level of freedom they experience. And so, with that, you will have the opportunity to play with all of my goodies, whether it's our manifestation planner, the affirmation cards, the sticky notes Of course we've got the near decals as well Any of our goodies. You're going to get 15% off by using the code FREEDOM15, not 55, because it's yeah, no, so FREEDOM15. And then, yeah, you'll be able to get all your goodies with, like a sleep deal, Amazing.
Speaker 1:Thank you so much. I'll definitely include that code as a reminder in the show notes. And then my final question. You've mentioned freedom seekers, freedom lifestyle. You know that's the vibe of my show. So what is your version of free look like? What is your freedom lifestyle?
Speaker 2:My version of freedom is being able to do something that is deeply meaningful to me, but then on my terms. So I have the ability to work this business and do amazing things and connect with great people about something that I'm very passionate about. However, if I need to take time off, I can do that. If I decide that I want to do that from my mom's house in the Caribbean, I could do that. If I want to be like naked on a yacht in Dubai, I could do that. If I decide that I want to do that from my mom's house in the Caribbean, I could do that. If I want to be like naked on a yacht in Dubai, I could do that. So that is my version of freedom, and I hope that anybody that's seeking that is choosing into allowing that to be their version of freedom too.
Speaker 1:Have you been naked on a yacht in Dubai yet?
Speaker 2:That's on my checklist. That's what we're manifesting.
Speaker 1:Amazing, cheryl, I love you so much. Your energy is amazing. I really admire that. You really come from a higher purpose when you've created your suite of products. I think it's so inspirational and I'm just so grateful you finally came on the show for a full interview.
Speaker 2:I'm so excited that I got the chance to do this. Like I always love playing with you and I love the podcast. Like it's such a great resource for people to understand and see and believe that they can have the things that they want to have. So thank you for stepping out and doing something that's making a deep impact for people on a day-to-day basis Of course.
Speaker 1:Thank you so much. Lots of love. Make sure you've hit subscribe or follow in your podcast app so that you never miss an episode. And, hey, maybe take an extra minute to leave a short little review in your podcast app. It really helps me find other freedom seekers who can get inspired and empowered by these stories.
