How to Use Your Marketing & Sales Data to Identify What is Working and What Isn’t Working

INTRO: [00:00:00] After generating over a million dollars in sales and selling one of her businesses with a single email, your host Kathryn Thompson takes an unconventional approach to marketing and sales. So if you're ready to tap into a more powerful way to be seen, heard, and a sought after entrepreneur in your industry without having to spend endless hours marketing your business and chasing clients, you're in the right place.Be the sought after entrepreneur podcast is here to help you ditch the cookie cutter one size fits all approach to marketing and use your unique energy to effortlessly attract the most aligned clients. When you do this, you can spend less time marketing your business and more time doing your soul work and enjoying the richness of your life.Welcome to be the sought after entrepreneur podcast, and here's your host, Kathryn Thompson.

Kathryn ThompsonHey, hey, super stoked that you're tuning into this week's episode. I cannot wait to dive in today's topic [00:01:00] because it's one I've been promising to have with you all for a few weeks now, but it's more than that.

It's actually one that I think is so, so critical, and that is how to use and assess data to spot what is working and what isn't working in your marketing and sales. Specifically, If you're online coach, consultant, course creator, but this equally applies to offline brick and mortars. And I'm going to share an example of that at the end, but this is going to be really, really applicable.

If you're a coach, consultant, course creator, and you're using digital marketing to sell your offers and you're putting out content on social media, maybe you have a free masterclass, maybe you've got a couple of freebies and lead magnets. Maybe you're just selling in stories, whatever it might be. Using data to assess what is working and what isn't working is going to literally be the difference between you throwing [00:02:00] spaghetti against a wall.

Or even worse, tweaking and changing something that's actually working to then have results that aren't what you wanted because you actually changed the thing that was working really, really well. And when we know what drives, leads into our business, what's required in order to nurture our audience.

Every audience is different. Everyone requires different things within that nurture sequence. And then what actually results in sales? Like how do we actually convert the audience that we've built and how do we move people down that customer buying journey from cold to sold even faster? The only way to really know that is to take a look at the data.

And if you're thinking right now, but Catherine, I'm really intuitive. And the analytics and the data and the logical way of looking at things just isn't my vibe. I totally, totally, totally resonate with you because it's the [00:03:00] reason why I started this podcast in the first place. Because I thought marketing and sales was very heady and very analytical and very logical.

So I want to share with you how you can lead with your intuition and your creative instinct, but then use the data? to help you identify what isn't working and what is working. I can't count how many people come to me and ask me, can you do a funnel audit for me? Can you look at my entire funnel and tell me where the kinks are and where the gaps are?

And it's the thing that I think makes Spellbound so, so valuable is this eyes on the funnel and being able to spot the kinks and to be able to support my clients in tweaking and changing the right things. And not completely wrecking havoc on their entire customer journey because they're just changing something, right?

One of the biggest things I'll hear is, my stuff isn't working. And [00:04:00] then I'm like, okay, how do we identify what isn't working? Because usually when someone comes to me and says, my thing isn't working, this isn't working, it's because they're not seeing the results they expected. And the reason why they think it's not working is because they don't really have an understanding of what to expect, which is not a slight on y'all.

It's not a slight. It's not to say that like, you know, that you have these grandiose expectations and they're, you know, not valid. They're absolutely valid to have an expectation of what you want. But when we can ground it in data and take a look at it from that perspective, We also can eliminate some of the emotion that will come when our expectations maybe aren't met, that disappointment, that frustration, that this isn't working.

And somebody like me, who's very intuitive and leads with my intuition. I can't tell you how important it is to also have the data because I also am [00:05:00] highly sensitive. And so I have big emotions and sometimes I'm like, Oh, this isn't working, you know? Um, and then I'll take a look at the data. And I'm like, Ooh, it actually is working really well, but we could optimize this part of the journey.

We could optimize this particular strategy. And this, like I said, is the thing to me that brings so much value to spellbound is, is being able to look at people's customer journey and identify that because that saves them tons of stress, tons of headache. Tons of running around in a circle, throwing spaghetti against a wall, literally hoping and praying and wondering and never really knowing what is working, what isn't working.

And I love to support my clients in getting out of their head and out of that worry, out of that wonder, out of that questioning, out of that ruminating, and really help support them stay in the intuition. Let's trust that nugget that let's trust that nudge [00:06:00] that's coming through and let's run with it.

And then let's take the data and really take a look at it from that perspective. And so the best way that I can demonstrate this to you via this podcast is by sharing a story. of a conversation I just had with a client within Spellbound. Now what a privacy for my client, I'm not going to use her name or her company name.

I'm just going to share with you the story so that you can see for yourself or hear for yourself through this podcast. How we used data to assess what was working and what wasn't working within her customer buying journey, aka funnel, that we had built out together within Spellbound. And how we were able to identify that based on the numbers, because the numbers don't lie.

And when we can take a look at the numbers objectively, And separate the emotion, our expectations, our ego out of it is really cool to be able to [00:07:00] move from that place, right? So we use our intuition to guide us, to build the offers, to build the freebies, to create the content for marketing. But we then couple that with some practical strategy and some data and you've got that beautiful marriage between the two, but the data can really inform you, especially if you're highly sensitive as highly sensitive, our emotions sometimes can lead the show.

And I've seen this happen so often where things get burned down to the ground that we're actually working or someone, like I said, saying it isn't working. And I'm like, actually, this is working really, really well. We don't want to actually want to change anything. We just want to maybe move more people through it.

You know, sometimes that's my advice. And I'm like, really, we just need to get more eyeballs on what you're doing. We actually don't really need to change anything because it's working. So this particular client came to me, she has a beautiful business. She attracts most of her clients through word of mouth or Google, but it wasn't [00:08:00] predictable and she was really craving consistency.

And so she joined Spellbound because she wanted to create this marketing system, customer journey that moved her clients or potential clients from cold to sold way faster. But she also wanted the predictability knowing. Who was coming into our business on any given month, that there was some predictability there to client attraction, but also sales.

And so we spent the first few months really laying the foundation, creating a beautiful freebie, let's call it, but it was a mini training that was so beautiful. So it was a three part videos with meditations and some teaching and. And journal prompts and all of the things that was so, so beautifully put together.

And then we built out the emails and we built out some Facebook ads and we built out some organic content and we used that to create a beautiful ecosystem to drive new people into our business. [00:09:00] And we got the ads up and running and they ran for about 30 days. And she came to me and she said, you know, I'm not really seeing the sales on the back end of it.

Like, I don't think this is working. And one of the really cool things within Spellbound that I do is, is that once you build out your funnel and you get everything up and running, midway through, I have what I call these optimization calls that you can book. One to one. And this is exactly what this particular client did.

She booked her one to one with me where I took a look at her entire funnel, looked at the data first and foremost, before starting to suggest copy edits and tweaks, because I think that's a massive mistake when we're looking at things, right? It's like, what do I need to change my copy? What do I need to change on my landing page?

What do I need to change on the freebie page? Right? And that's the first place our brain goes when we think something isn't working because our brain wants to fix, right? It's like, how can I fix the thing? And it's not about fixing a thing. It's about optimizing the [00:10:00] right thing. And so, She came to me and I was like looking at her numbers and her Facebook ad data was phenomenal, right?

So I'm looking at her cost per lead, which was under 4, which was awesome. I was looking at her, the percentage of click through, which was awesome. It was right where we wanted it to be. All of her data was phenomenal. Her landing page conversion was like 77%. Which is absolutely bonkers for anybody that knows this, really the landing page conversion we want above 30%, but it's not uncommon when you're writing a landing page for the first time when you're, or an opt in page where people put in their email and their name.

It's not uncommon that you might see it hovering between 20 to 30%, right? Because you're just testing some of the copy for the first time. Hers is sitting at 77%, which is absolutely bonkers. She had had 130 [00:11:00] plus new people come into her world and join her email list. Her open rates were phenomenal in her email list.

However, because she had this three part beautiful freebie created. What we spotted and noticed was that the view rates on each of the videos started to drop. So the first one, the data was really good. The second one, not so great. And then the third one, not so great. So we took a look at that data and that is what allowed us to spot what actually needed tweaking because originally she was like, my ads maybe aren't working.

Right? Or my, maybe my landing page copy is, is the thing that's broken. Or maybe it's the copy in the ads or the visuals. Do we need to change the visuals? And I was like, no, actually, all we need to [00:12:00] do is create. engagement for these videos so we could spot specifically on the customer journey where we were losing people, so to speak, right where people were falling off, which was the videos.

And so what we started to brainstorm and think about was, well, maybe we need to simplify this. Maybe the three videos is overwhelming when they first land, maybe the emails per se, aren't enticing enough. Or creating enough demand for people to watch it. However, there were click through rates within the emails that were great.

It's just the videos and the presentation of it was the thing that we realized was probably hindering conversions. Because Conversions really is, the more conversations that you can have with people, the more likely you will sell your offers. But if people aren't actually watching your free [00:13:00] trainings, or they're not digesting the free downloadable that you have, or you're not conversing with them in some way, shape, or form, then you're likely not going to convert as many people.

As you might hope, the other really cool thing that we identified was, and this is huge and I'm going to share this with you because this is something I have found in my business as well, that if we expect people to opt in, give their name and their email, and then we drive them to a free training or a mini course or whatever it is we want them to digest.

and consume and the value that we want to put out there in the world, that if there's no other touch points along the way where we're actually nurturing these people that have come into our world, then we are likely going to lose people too. And one of the biggest things that I have found and you've probably, if you've been in my world a while and you've taken my selling the invisible training, you know, this is what I do, [00:14:00] right?

And this has 100 percent supported me in cultivating better relationships with my audience, with you guys. And that is when you opt into my selling the invisible training. I will reach out to you specifically, whether that's in the DMs on Insta or in email, and I will connect with you to ask you whether or not you found the training useful or valuable.

And my whole intention with that message is super simple, and you can steal that message from me right now. I'm going to share it with you. And if you know, you've been in my DMs and we've had conversations, you probably have got this message, which is, Hey, so and so, whatever your name is, Catherine here, curious if you found the Selling the Invisible training great or amazing.

And that is literally. All I write, and I get beautiful responses, but there are three top responses that I receive. [00:15:00] Number one is, I haven't had a chance to watch it yet, but I plan to. Number two is, I completely lost the link. I had no intention of sitting down in that moment to watch a video and I can't find it.

Can you resend it to me? And the third one is, it was amazing and it opens this like floodgate of conversation and beautiful conversation and connection I have with people. The two options I want you to understand is, is I haven't had time to watch it yet, or I can't find the link. The conversations that spiral off are beautiful, and those are great, and there's nothing to change there.

But this is what I mentioned to my client, I was like, When, when someone opts into something, we have to think about human behavior, but we also have to think about where they're at and what they're doing. And if we're putting an ad out there on Facebook, there's a chance they're scrolling. And I just want you to stop for a moment and tell me what happens [00:16:00] when you're in the scroll mode on Insta or Facebook.

You're scrolling, you're clicking on something that appeals to you, you're not looking at the company name even maybe, you might not even be registering that. You might not even know what you're even really clicking on and opting into. And then you might opt into something and you might be scrolling while watching Netflix or making supper or whatever it is that you're doing and you actually don't have time to digest whatever it is that you opted into.

Or you opted into something you completely forgot you did. And it doesn't mean that what you're putting out there isn't good enough, it's not creating enough demand, it's not enticing enough for your people to like sit in the moment and Watch what it is you're doing. It has nothing to do with that.

Right? We are busy humans. That is the state of our reality, that is the state of the world. We are inundated with information, with content. So, when somebody [00:17:00] comes into your world at what I call the top of the funnel, or they're coming in very cold and they don't even know who you are, we cannot expect that they're gonna walk in and opt in and, and literally digest everything we put out there and be lined up at your door to buy things.

It takes people time to remember, one, what they even opted into, but two, that they have time to even sit and watch the thing, especially if your training is longer than an hour. If it's longer than, you know, 30 minutes. We have to expect that people won't sit in that moment and just watch it. They might need to come back to it or maybe in that moment wasn't a good time.

And so the more touch points we can create. And I'm not talking automated touchpoints, y'all. I'm talking about actual conversations with our people. Reaching out manually and reaching out saying, Hey, we're sending a voice note to people in your [00:18:00] audience. And I get it. We want automation to scale. And how can we scale if we don't automate everything?

But there is a point within this. customer journey that there has to be some human connection, especially in the online coaching space where someone's going to be investing potentially over a thousand dollars on an offer. We can't expect people to just drop that money without having a conversation. I'm not saying that everybody is like that, right?

Because I know there's going to be people saying Well, I see people invest high ticket in the DMs. Great! There are going to be people that invest a high ticket in the DMs, absolutely. But I will tell you this, I have worked behind the scenes on a multiple seven figure launch and I've done it for the last three years.

And I'll do it again because I love working behind the scenes and I love watching what this particular person does [00:19:00] because This particular person makes multiple seven figures on a launch and this particular person uses human connection to sell. So I've heard so many messages out there like, oh, if you do sales calls or have to do sales calls, it means that your content isn't creating enough demand.

That's bullshit. Oh, if I have to have conversations in the DMs and go back and forth, then your content's not creating demand. That's bullshit. People want human connection. People want to be seen and understood. They want their voice heard. And I can tell you this right now, in all of the businesses I've created, I've always had some form of human connection.

That doesn't mean that I don't have automation. I absolutely do. That doesn't mean I don't have support that people are supporting me, uh, in my role. I absolutely do. I don't do everything myself. That's not what I'm saying, but what I'm saying is, is that. To eliminate any [00:20:00] sort of touch point in conversation.

To think that we can just push a message out and people are just gonna line up and buy, I think is a little naive when it comes to marketing, which is why there's many, many, many, many people struggling on social media. 'cause they're creating content and pushing out content. And then they're like, my dms are a ghost town.

Nobody's DMing me. You know, all of the things. And there's a reason for it because you're pushing out content probably with this idea that like, I'm just going to push out my thing. And if I create enough demand, people are just going to hit the click buy now button. Like literally I work behind the scenes on a seven figure, multiple seven figure launch.

And there's personal DMing that goes on. There's sales calls that happen. And this is a proven offer that sells in saying that there are a lot of people that buy this particular offer without ever having to get on a sales call or ever having to have a DM conversation, right? So there will [00:21:00] always be people in your audience who are ready to buy.

Without having to have a convo with you, that doesn't make what you do any more special. The fact that you can get someone to buy in the DMs or just off a sales page without them having to have a conversation with you, does not make your content any more superior to somebody else's. Cause everybody buys and within your ecosystem of audience.

There's going to be a variety of different people that require a variety of different things and having that human connection and that touch point in those conversations to me is valuable. And so to expect that someone coming into your world and clicking for the first time is just going to be like bought in, like I said, is kind of naive, but it's also a bit entitled.

If someone's going to give you their time and their money, then why wouldn't we invest time and money in having a conversation with [00:22:00] them or, or, you know, answering questions for them or having these touch points for them. And if you watch the selling the invisible training, I'm sure I mentioned it there.

That, and I use dating analogies often, but like the top of the funnel, when someone's opting into a freebie or a lead magnet, they're in like the, you know, swiping right on a dating app, right? They're shopping around, they're looking, they're going, you know. What solution do I need? What's my next step in whatever it is that you're selling?

They're looking for something and they're probably shopping around. And so to expect them again to be like Captivated and buying in off a click. I mean again is kind of naive and entitled, right? It's kind of like oh someone swipes right on me Then that means that they're gonna date me and marry me for life I mean, if you've been on the dating apps, I haven't, but you know, that isn't true, right?

You could get a hundred people that swipe right on you. Doesn't mean all hundred are going to want to marry or [00:23:00] even date you. So, or even go on a first date with, right? You might get in conversation in on the dating app and realize I don't want to go on a date with this person. Well, the same as your audience.

And again, it's not like a bad thing that. People choose not to work with you. It's not, and I'm sharing this with you because when I started to really engage with my audience and the DMS and have conversations with them and reach out and just ask questions, one, my sales calls conversion, like skyrocketed.

My show up on the calls skyrocketed. My conversations in the DMS skyrocketed and I was able to really understand where my people are on this journey. And the beautiful thing about that is, is that there's ways in which I can support them in different ways other than Spellbound, if Spellbound isn't the right next step for them.

I'm able to really understand them and create content like this podcast for [00:24:00] y'all listening. Because I'm listening to my audience, I'm listening to you all in my DMs on social and in my inbox. I'm listening to what, where you're at and what you need. Again, it doesn't have to be all paid offers. It can literally be content like this.

And I knew that if I shared a podcast like this, helped you see your funnel or your customer journey in this way and help you start to see where there's data that you can actually look at to start to assess and what I did with my client and what I've done in my business and how I look at my business, that this would really help you.

Because in the last three months I've had Many, many women book calls with me who weren't necessarily a fit for Spellbound, but wanted me to take a look at their funnel and take a look at what wasn't working and what was working and really helped them sort of pinpoint that so that they could start to [00:25:00] optimize the thing in their funnel and not burn the other things down.

Because again, when we start to tweet things that are actually working, for example, this particular client that came to me, let's just say she came to me and was like, I'm going to change all my ads because my ads aren't working and we change them all and then all of a sudden we see, you know, the landing page conversion go down and we see the click through rate go down and we see the cost per lead skyrocket, you know, and was like, without that data that could have happened, that could have been a real tweak or change, right?

If you've launched before and you have launch data and you're looking at it and you don't actually even really know what's working, oftentimes I'll say, if you're not seeing the sales you want or you're seeing sales but it's not enough sales, my guess is that you just need to move more people through that journey.

And this is exactly what this client of mine has experienced, right? She's, we're looking at the video data and we're going, [00:26:00] Well, it dropped off drastically in video 2 and video 3, which means after video 1, the engagement wasn't there. So now we're going to tweak these videos. We're going to update a few of the email headers because some of the email headers, there was low open rate.

And by low open rate, I'm, I'm saying anything below 30 percent of open rate. And if you have below 30 percent open rate on your emails, it's the subject line that is the reason why you're having that rate, or it is the fact that your emails are likely landing in spam. And so there might be some other digital marketing tactics that need to be employed, like to opt in.

Authentication, which requires somebody when they opt in, they get an immediate email, and they have to click to say, yes, I want to receive emails. Or if you've received emails from me, [00:27:00] you'll see a little disclaimer at the bottom of my emails. That's basically put there to tell the email gods that I'm not spam or to allow me to be put into regular inboxes.

However, I will end up in promotional inboxes, which is why having contact beyond the email, like email is great because you own that list. And if. You know, social media went down or whatever, you would have a list and an audience. So I think growing an email list is really important. But I also think looking at digital marketing going in case I've got this email list.

And if I reach out and form connections on Insta, let's just say, or Facebook or whatever. Then there's a higher chance that your audience will start to open emails and move you out of promotion because they're starting to put a face to a name Again, I can't count how many times people have opted into things and have said like I forgot I even opted in I think I saw your ad right because people are scrolling and clicking and So when people [00:28:00] can put a face to a name, they're more likely to recognize you in the inbox, right?

They're more likely to show up on a sales call because there's a Face to a name, or for whatever reason, the sales calls, email, reminders get put in spam. Then again, they're having that convo in the DMS with you. So I always look at that customer buying journey as like not pushing out content and hoping people just buy again.

I feel like that's just really naive, but. You know, really looking at it like a journey and having these different connection touch points and then really understanding what those touch points are and looking at the data so that you can see if these different touch points are improving things like me starting to really reach out to people in the DMs and have conversations there.

Literally has changed the game for my sales calls. I used to get about, you know, one to two no shows or cancellations per week. [00:29:00] And out of four calls, that's about a 50%. And then I started to have conversations in the DMs or email. And I don't remember the last time someone had, there was a no show. I will get cancellations because some people will realize, you know, maybe I'm not ready because we've had conversations in the DMs and I'm like.

You're probably not ready for Spellbound yet, or they, who knows, they're shopping around and then they make a decision, which is totally cool. But my cancellation rate on calls is like... It's rare, I might get one or two a month now, when I was getting like one or two cancellations or no calls a week. And I wouldn't know that if I wasn't tracking the data, right?

I wouldn't know that if I didn't know my data. And so, it would be easy, let's just say, as an example, to go, uh, DMing isn't really needed. I don't actually really need it because it's not really moving the needle in my business. And really it is right. So again, being able to see these touch points and to be able to see it from a data [00:30:00] perspective is so, so vital because.

Um, if I just decided one day, maybe I was like, Oh, I'm too busy. Or I've got too much going on that. Like, what's the one thing I can drop or I'll drop the DM inside of things because it's actually not moving the needle. My business is like actually killing a really good thing. And something that's really beneficially impacting my business.

Um, so again. Oftentimes, it's not that we're throwing spaghetti against the wall, or we don't know what works or doesn't work. We're just not looking at it from a data perspective, in my opinion. We're looking at it as, it's not meeting my expectation, and therefore it's not working. But in reality, there could be a lot of things across that customer journey that actually are working.

And again, my client story is a prime example of like, the ads were working really well. The visual, the copy, the landing page is crushing it. It's... The way in which we're displaying the free content or the valuable content that will build demand for the offer or [00:31:00] build demand for people to reach out and want to book a sales call.

And now we have a very clear direct path on what needs tweaking. One of the other things I'll often see with clients is, That, you know, it's the landing page conversion that's actually not doing well. So the ads are doing really well. We're getting a lot of people clicking and the cost per result is decent, but we're not getting the conversion that we want to see on the landing page.

And so when we optimize the landing page, then we bring that cost per result down, like the cost per opt in. And then we see that many more leads or that many more people opting in, which is more. eyeballs on your stuff, which is so, so important in a lot of ways. And so that's one area we'll tweak, right?

It's not necessarily the ad copy or the ad visual. It's the landing page that needs to be tweaked. And the way I know that is the data. It's, it's how many people are actually clicking through to how many people are actually [00:32:00] opting in will give me a percentage. And if it's below 30%, I want to optimize it because like I said, that will help optimize the cost that you're spending on ads, but it'll also help you ensure that you're getting really high quality people coming into your world.

If that copies on point, again, all things I work with my clients within Spellbound on. And. The other thing I just want to preface is that this is all, like, a work in progress. Sometimes I'll hear people say, well, like, I need an ROI by, you know, in this period of time, or I feel like it's just one big test and experiment.

And it can feel like one big experiment that you don't even really know. There's no guarantee. There really is no guarantee in life, to be honest with you, but you have a hell of a lot more guarantee if you actually know your numbers. Like, at least you know and have some direction, because otherwise you're literally just, it's like, you know, being out [00:33:00] at sea with, like, no compass, with no direction, with no lighthouse.

You have no clue where you're going, you're just aimlessly wandering in this massive big sea. And then you're lost and you're like, well, now I'm just like rolling around here with no direction. We'll know your data and marketing and you will have some direction on what needs tweaking. And if you don't know how to read data and you don't know how to.

So if you want to even start with this, then hire somebody that does get somebody who is not just a marketing person that does work, like is actually just a doer, like a social media manager or somebody who writes copy or somebody who creates strategies, it's like, have somebody that will look at the big picture, but also is data informed, because having somebody who's data informed to me is like, What actually creates an ROI because you actually know what isn't and is working and that'll save you a lot of money, a lot of time and a lot of [00:34:00] frustration in the long run.

So I did promise that I would relate this to my brick and mortar because I think it's important if y'all are listening and anyone's out there that's like, I don't have an online business. I'm not really using digital marketing. Like, what would this look like? In a brick and mortar setting. Well, here's just a prime example.

If I own my brick and mortar and I had, let's just say 15 people that walked through my door every day and nobody bought, I would know that what was bringing them into the store worked. So it's kind of like a Facebook ad, even if I wasn't running Facebook ads, if I had billboards outside my store and the store signage was enough to get people in, but I wasn't selling or converting, then to me, there would be that conversational point of whoever I was having a conversation with, like, what was the reason they didn't buy?

So it's a conversion issue in my opinion. So that's just more of a direct path. And my offer again, I mean, [00:35:00] it's, it was under 200. So it's not like this massive investment, anything over a thousand. I think, I mean, sometimes even over 500 is a big investment for people, but like under 200 for what we were offering.

I also had a guarantee in there that if they weren't satisfied, they were. They would be able to make another batch on me, sort of, so to speak. And so, again, you can kind of layer some of this in there. The difficulty in the marketing space and the sales space is, again, like, there isn't a lot you can guarantee, but what you can guarantee somebody is, you know, again, from a data perspective, like, I can help you.

Increase conversion rates on your landing page. I can help you drive hundreds of more leads into your business. I can help you create a nurture, nurturing and sales strategy that will help you increase conversions. And then what that looks like for every business is going to look different. Whereas in the wine business, it was kind of like, if you're not satisfied with the product, yes, it's totally subjective for the person [00:36:00] receiving the product, but it got them sort of over the hump to invest because we couldn't actually do taste testing samples.

It was illegal to do that. So that was a hindrance, like on us, we weren't able to like allow them to sample and test it because it was. Brewed on demand. So when they bought it, that's when it was made. It wasn't like we had a store full of like samples they could try. And our government wouldn't let us do that.

And so it was like, how do we work around that? Cause that's going to be one of the points that someone's going to be really stuck on is like, well, what if I just don't like it? Now I have 30 bottles of wine in my house. So that's why we put the guarantee in place. So again, it's looking at your business.

It's looking at what is going to be something that really kind make someone question. Whether or not they want to work with you or not, or buy your product or service. And it's like, what can you create to really make that sales experience something that becomes like a no brainer. And that was one thing that just got people over the hump to try it.

Cause they were like, well, it's no risk to me. So [00:37:00] that worked really, really well. And again, it just depends on your industry and that sort of thing. Like, for example, if you're helping women with. Fertility or to track their cycle to find out when their fertile days are. I mean, you can't really guarantee that someone's going to get pregnant in three months.

Like that's not something you could probably promise. Right. I mean, even fertility companies can't promise that they'll say there's like a 70 percent or 50 percent or 80 percent chance, but they don't actually guarantee it. So that would not be something you would probably want to put in. An offer like that, so to speak.

So it's just looking at what you can get behind from an integral place and, and what you can guarantee and promise. And so that's how you would look at a brick and mortar is like how many people are walking through your store every day or how many people are emailing you or calling you? Like, what is the call volume?

And then from there, like how many conversations are you having? And then how many sales are resulted in that? Or how many conversations do I need to have in [00:38:00] order for someone to buy? Cause again, this is the other thing, I think that's a big misconception is like, well, if I get on a call with somebody and they don't buy, then like.

What does that mean? It's not working. And in reality, I think we've set this expectation that people should just buy and throw their credit cards at us if we have really good messaging and really good copy. And I think it helps. It absolutely does help. But there is a human trust factor that has to be made and built.

And when we don't, Factor that in and we allow this ego to get into our brain going. Well, they didn't buy the first time So therefore they must not be interested. It's actually not true Like they just might need one or two or even three conversations with you and again, I think there's so much messaging out there and I see it so often where it's like I will not go back and forth in the DMs.

I will not have more conversations. You either know or you don't know. And it's really, it really, really bothers me on so many levels because I'm like, if I was making an investment, a big [00:39:00] investment, regardless of what I think is big or what you think is big, whether that's 200, 500, 1000, 10, 000, whatever it is, I would want to have a conversation with somebody.

And I want never to feel like I'm annoying them or I'm asking too many questions or whatever. So that's how I would look at the brick and mortar side of things. Now, if you own a brick and mortar, I know Google is huge. So you would be incorporating some digital marketing. So that was the other thing for us was like looking at how many people came through our Google ads that we were running, cause we did run Google ads for a brick and mortar.

How many people. Called our shop, how many people, you know, came in via Google. And that would just be me asking. How did you hear about us? Right? If someone knew I would ask how did you hear about us? And they'd say oh I found you on Google. I remember the cutest old man that walked in He was like, I was looking for a wine shop and he's like yours came up number top So I thought you must be the [00:40:00] best and then he goes but then I look it looked at all your reviews and your reviews Are really good too kind of thing, but we had a paid ad running So it was really cute because he was like you're the one who came up The top, and then you had these beautiful reviews.

And so he came into our business and eventually bought from us. And so I'd be looking at stuff like that, or again, email, right? We also had email that we would email our list. And it was, so it was like, how many emails do I need to send? What emails do I need to send? What is the click through rate? And then what.

Transpired from that in terms of sales, like how many people bought based off that email or variety of different emails. So there's a lot of different data you can look at, uh, when you own a brick and mortar that will really support you assessing what's working and what isn't working. So with that, I really hope that that has given you some like practical ways of looking at your customer journey, practical ways at taking a look at the data, but also.

Kind of detach, I think, too, from the [00:41:00] emotion. Not that we don't want to feel the emotion, we definitely do, but like, kind of separate yourself from the emotion, the expectation, and what that, what you think that might be telling you, and how we can really incorporate data into all of this to make Some informed decisions and how you can do that as an intuitive and why blending the two to me is creating balance and harmony in your business, right?

When we're too far to one side or too far to the other, we don't have that grounded balance in my opinion, right? It's not about being all in our feminine and having no masculine energy. And it's not about just driving from the masculine and having no feminine. It's about. Harmoniously bringing them together and so your feminine being the intuition, the receiving, the surrendering, and then the masculine being the data to inform you and to help guide you in making the right decision in your business to me is vital and that's what we [00:42:00] really focus on within Spellbound, leading with our intuition, using our creative instinct to drive everything that we do, thank you.

But using data and analytics to really inform us when we need the information, right, you might put something out there and maybe it just crushes it. Right. And you're like, Oh, that worked really, really well. But in saying that there's not a business I don't know and not a business owner. I don't know whether you're multiple six, seven, eight, whatever figures you are.

You're always looking at the analytics to some degree to inform you. It's kind of like looking at your financial data, right? Like if you're running a business. You better know your financial numbers. This is kind of the same thing, right? This is the same thing that you're just looking at your marketing data to make those informed decisions, or at least give you a basis of where to start.

So a lot of my clients will be like, cool, I've got to go update, or this is where we need to focus is on the masterclass. Let's just say the ads are crushing it. The landing page is crushing it. We got to [00:43:00] focus on the display of this freebie. And then they allow their intuition to. Speak to them on what that is and what they need, right?

So that's how you use the two. So it's not just this analytical or logical approach to running your business. It's marrying the two together so that you can operate in that feminine, that intuition, that creative instinct. But also, like I said, using the data to inform you, but inform you of where to start to set the intention for your intuition to come through to create and optimize what it is that you're doing.

So with that, I'm going to leave you, but if you found this episode super helpful or you have any questions at all, please do not hesitate to shoot me a DM at Creatively Owned. I'd be happy to have a convo over there with you. I'm always dropping value when people reach out and ask their questions. I'm always giving value, um, based on, on the questions.

So I'm not holding back. So. Pop that over there. And again, I have [00:44:00] really loved sharing this with you and I'm always grateful to y'all, my listeners, and I cannot wait for next week's episode. So be sure to subscribe to the show. So you don't miss when I drop it. Cheers. Thanks for listening. We'll see you right back here.

Next time. You can also find us on social media at  creativelyowned.com Until next time, keep showing up as your authentic self.