Beyond the Black Friday Discount

Join us on Behind the Label as Michele Dye, founder of Dyenamic Media, shares how to use email marketing to win Black Friday and the holiday season.Michele helps business owners build email lists full of buyers, not freebie seekers. In this episode, she walks through how to earn a spot in your customer's inbox, when a discount is worth it, and how to plan a Black Friday offer that won't burn you out.Michele brings 25 years of experience to her work, including leading marketing teams. She now runs Dyenamic Media, where she helps clients create funnels that bring the right people onto their email list.Throughout the episode, Michele shares the free Google Sheet that grew her email list to over 2,000 people and brought in sales from a cold audience. She explains why storytelling and testimonials keep subscribers opening your emails, why not every email needs to sell, and how frequent sales train your buyers to wait for a deal. She also breaks down what she learned from running 12 lightning deals in one Black Friday, why she now launches her offer early, and how to grow your list during the holidays even if you skip Black Friday entirely.Missed a great quote you wanted to write down earlier? Skip to the section you’re searching for instantly:00:00 Welcome to Behind the Label00:41 Meet Michele Dye02:36 Why Freebies Attract the Wrong Subscribers07:58 The Case for a First-Purchase Discount11:19 The Free Spreadsheet That Grew a 2,000-Person Email List15:52 Creating Buyer Guides and Product Comparisons21:00 Telling Better Stories in Your Emails28:51 Why Not Every Email Needs to Sell32:09 Email Marketing for Black Friday and the Holidays34:11 What 12 Lightning Deals Taught Michele36:19 Building a Better Black Friday Offer39:59 How Frequent Sales Condition Your Buyers44:38 Skipping Black Friday Without Missing the Holidays49:03 Michele's Number One Marketing TipFollow MicheleWebsite: https://www.dyenamicmedia.com/LinkedIn: https://www.linkedin.com/in/cmdye/Facebook: https://www.facebook.com/dyenamicmedia/Michele’s marketing group, The Marketer’s Lounge: https://jointhemarketerslounge.com/For more resources and to further connect with Lindsay or Behind the Label:Let's be Insta friends⁠⁠Join our newsletter, where you'll learn how to improve your marketing strategy in bite-size, weekly lessons⁠⁠Download my absolute favorite content planning template⁠⁠Need 1-on-1 support? Let's connect!Other resources that were mentioned:Building a StoryBrand by Donald Miller10th House Community (Use code LINDSAY10H to receive 10% off membership)Entreprenista CommunityDon't forget to subscribe and leave a review. We read them all :)

SummaryIn this Earth Day special, I interview Roma Agarwal of The White Lotus Life and Earth Swag Shop. Emphasizing the importance of mindful sourcing, transparent vendor relationships, sustainable packaging, and conscious marketing, Roma provides actionable tips and questions you should be asking so you can adopt more sustainable practices into your business.The episode also highlights the value and impact of community involvement and networking for not only finding sustainability partnerships, but as a means to build a sustainable, legacy-building brand, too.Actionable Tips You’ll Walk Away WithThings to ask yourself BEFORE searching for potential vendorsQuestions to ask potential vendors about their ethical and sustainable practicesHow to communicate the sustainable aspects of your products and brand to customersWhere to look for potential vendorsHow to find networking opportunities in-person and onlineAbout RomaRoma is a sustainability ambassador and founder of The White Lotus Life and Earth Swag. Before embarking on her passion project, Roma founded Splurge Cosmetics, a PETA-certified skincare company specializing in natural and non-toxic personal care products.Through her platform, she encourages individuals to choose plastic-free swaps to turn their homes into a safe and non-toxic place to live, empowers businesses to choose eco-friendly swag for promotions to keep the planet from brand-filling, and educates communities on how to sort waste correctly, reflect on the impact of trash, lead alow-impact lifestyle, and motivates them to repair over replace.Timestamps00:30 Meet Roma Agarwal: Sustainability Advocate02:19 Creating meaningful and sustainable branded merchandise05:10 What does “sustainability” actually mean06:29 Communicating the sustainability aspects in your products08:43 Finding and evaluating sustainable wholesalers09:29 Sourcing sustainable raw materials11:07 Questions to ask potential suppliers and wholesalers15:33 Finding balance between technological advances and sustainability16:43 Where to look for suppliers and wholesalers18:02 Benefits of working with local vendors19:12 Why product-based business founders should be networking22:46 The importance of in-person networking for solopreneurs24:31 In-person vs online networking25:48 How to find networking opportunities in smaller cities and towns27:35 Where to find Roma onlineConnect with RomaFollow The White Lotus Life and Earth Swag on InstagramCheck out The White Lotus Life’s and Earth Swag’s websitesLindsay's LinksLet's be friends on ⁠Instagram⁠⁠Join my newsletter,⁠ where you'll learn how to improve your marketing strategy in bite-size, weekly lessons⁠⁠Download my absolute favorite⁠ content planning template⁠⁠⁠Need 1-on-1 support? ⁠Let's connect!

SummaryToday I spoke with Kodi Kitchen Berg, founder of Equipt Movement, about her journey from actress to business owner and how she scaled Equipt by utilizing unique partnership opportunities and meeting her customers where they’re at in their everyday lives.Throughout the episode, Kodi emphasizes the significance of community building, learning from customer feedback, and knowing your areas of expertise so you can effectively delegate and outsource.*A note about this episode: This podcast was recorded in May of 2024 and is being released in March of 2025, so some things related to how Kodi markets Equipt NOW may have changed, but the past learnings she shares throughout the episode are still relevant and helpful.Actionable Tips You’ll Walk Away WithHow to leverage in-person eventsEffective ways to foster brand partnerships with new connectionsWhat it means to meet your customers where they’re atHow to connect with your customer through unique touchpoints in their everyday livesWays to craft messaging for each of your customer profiles while maintaining a consistent brand voiceAbout KodiKodi started her career as a model and soap opera actress on General Hospital. However, she always felt like fitness was too end result-oriented, and she was tired of traditional weights. She wanted weights that made her feel good and want to reach for them.She’s a believer in the power of movement, and that beautiful design incentivizes movement. This belief inspired the creation of Equipt. In the episode, Kodi explains how Equipt removes the intimidation often associated with fitness, making it enjoyable and playful through design-led weights.TimelineMissed a great quote you wanted to write down earlier? Skip to the section you’re searching for instantly:01:02 The inspiration behind Equipt02:29 Using customer insights to influence their content and strategy06:35 Early business learnings09:12 What acting and being a mom taught her about business10:20 Building a small community first11:25 How building a community helped her think of more expansion ideas13:30 Expanding their in-person events14:01 Making their lifestyle accessible to everyone through an app16:15 How she forged her first few partnerships16:59 Her approach to building partnerships with new people19:36 The importance of thinking outside of the box to differentiate your brand20:17 Tailoring your messaging based on who you’re talking to22:00 How to start growing together23:03 The messaging through line when speaking to each customer profile25:06 Meeting the customer where they’re at28:08 How they’re connecting with customers on vacation through hotel partnerships28:34 Why you should think about the feeling someone is going to get from using your products, not just the physical benefits30:45 Determining her bandwidth and areas of expertise34:00 All of the cool resources female founders have available to them now34:32 How to identify your areas of expertise36:50 Why it’s important to try every role in your business before outsourcing38:56 Her ice cream business41:39 One piece of advice she’d give newer business ownersConnect with Kodi and EquiptKodi's personal InstagramEquipt's InstagramEquipt's websiteOjai Ice Cream's InstagramMy LinksLet's be friends on InstagramJoin my newsletter, where you'll learn how to improve your marketing strategy in bite-size, weekly lessons⁠⁠Download my absolute favorite content planning template⁠⁠Need 1-on-1 support? Let's connect!Don't forget to subscribe and leave a review. I read them all :)

Summary of the EpisodeIn this episode, we chat with Shana Rehwald, founder of Me-est Me, about how a journey of self-discovery led her to launch her first product, the Me-est Me Journal.Shana emphasizes the importance of community building, the benefits of great PR opportunities, and the need to tie your personal brand into your business’s brand.Actionable Tips You’ll Walk Away WithHow to build a cohesive brand identity throughout all of your marketing channelsEffective PR outreach strategiesUtilizing influencers to build brand awareness as a new brandWhy consumers crave connection and how you can connect with your customersBoundaries to set early on in your businessAbout Shana RehwaldShana has made it her mission to show up as her “me-est me” every day by being her most honest, authentic, and comfortable self.Her products and services help others embrace their “me-est me,” ditch self-doubt, and reconnect with themselves.The Me-est Me Journal has been featured in publications like Refinery29, Cosmo, Shape, and SELF Magazine.Me-est Me has helped 5,000+ people across 17 countries reconnect with themselves and build a deeper sense of self-awareness.Missed a great quote you wanted to write down earlier? Skip to the section you’re searching for instantly:01:16 Shana's career journey02:11 Launching the Me-est Me Journal04:10 How her marketing background influenced her launch05:45 How influencer marketing paid off in the beginning years06:34 Finding influencers to work with07:52 Her pivot from influencer marketing to press08:25 Where she learned about PR strategies and her notable press accolades10:03 How customer insights influenced her next pivot10:38 Challenges and lessons from trade shows13:03 Return on investment of each marketing strategy she’s tried15:02 Advice for getting your first PR opportunity16:38 Investing in community building events20:41 How to build self-trust as an entrepreneur23:53 Podcast guesting 101 for product-based brand founders25:14 Importance of weaving your personal brand into your business’s branding28:51 Consumers are craving connection30:40 Number one marketing tip for new business ownersConnect with Shana and Me-est Me:Her workshop on cold email outreach strategies for landing more press dealsBuy the Me-est Me JournalConnect with Shana on InstagramFollow Me-est Me on InstagramConnect with Lindsay and Behind the Label:Let's be Insta friends⁠⁠If you're more of a TikTok fan, connect with us there⁠⁠Join our newsletter, where you'll learn how to improve your marketing strategy in bite-size, weekly lessons⁠⁠Download my absolute favorite content planning template⁠⁠Need 1-on-1 support? Let's connect!Don't forget to subscribe and leave a review. We read them all :)

Summary of the Episode: Kim joins us today to discuss her extensive background in the beauty industry, from her early days at Saks Fifth Avenue to the manufacturing floor to creating Galla Beauty, while sharing insights into successful celebrity brands. She shares the importance of knowing your customers, what we can learn and apply from celebrity brands, effective product launches, the potential of TikTok Shop for brands, and how she’s applying all she’s learned to her and Victoria Jackson’s brand, No Makeup Makeup. Actionable tips you'll walk away with: How to stay true to your brand’s message Why you should use firsthand customer insights in developing new products Benefits of launching only one or a few products at a time How to best launch a new product What consumers need to know before purchasing from you Kim Wileman's Bio: As the Founder of Galla Beauty and No Makeup Makeup, Kim Wileman has left an indelible mark in the beauty industry. With a visionary spirit and a knack for innovation, she has played a pivotal role in shaping the industry's narrative. At the heart of Kim's success is her ability to forge meaningful connections and cultivate partnerships. From manufacturing to distribution, her extensive network of trusted allies paves the way for brands to expand their reach and impact. The Galla Beauty portfolio reads like a who's who of beauty royalty, focusing on collaborations with industry giants such as Farmacy, Guthy Renker, DIBS BEAUTY, and JLO BEAUTY. Through strategic collaboration and unwavering dedication, Kim continues to redefine the standards of success in the ever-evolving world of beauty. Missed a great quote you wanted to write down earlier? Skip to the section you’re searching for instantly: 01:16 Kim's journey in the beauty industry 02:29 The importance of learning customer service early on 04:35 Getting to know your customer firsthand 05:54 Kim's career path of working in every vertical of the beauty industry 11:07 Her biggest learning experience from her past jobs 13:44 What made her transition to self-employment 14:34 How she’s launching No Makeup Makeup based on past experiences 18:49 Advantages of launching with only one product 21:50 Best limited product drops she’s seen in the beauty industry 23:24 How to best launch a new product 25:30 How celebrities influence the beauty industry 25:51 Example: Selena Gomez and Rare Beauty 29:03 Another Example: Beyonce and Cécred 29:46 What consumers need to see and know about before purchasing 30:15 TikTok's impact on shopping 32:44 Everyone makes purchasing decisions differently 35:02 What to think about before taking a brand global 38:26 What small business owners can learn from celebrity brands 42:31 How she’s marketing No Makeup Makeup based on her years of experience 45:10 Her best piece of marketing advice for new business owners Connect with Kim, Galla Beauty, and No Makeup Makeup: Follow No Makeup Makeup on Instagram Explore No Makeup Makeup’s product line Connect with Kim on LinkedIn Visit Galla Beauty’s website For more resources and to further connect with Lindsay or Behind the Label: Let's be Insta friends⁠ ⁠If you're more of a TikTok fan, connect with us there⁠ ⁠Join our newsletter, where you'll learn how to improve your marketing strategy in bite-size, weekly lessons⁠ ⁠Download my absolute favorite content planning template⁠ ⁠Need 1-on-1 support? Let's connect! Additional resources we mentioned: Skala hair mask (Lindsay’s favorite curly hair product) Licensed aesthetician and creator on TikTok Don't forget to subscribe and leave a review. We read them all :)

Summary After years of buying throwaway earrings that would turn her ears green, Georgia Humbert was tired of the never-ending cycle of buying boring, easily tarnished earrings. So, after searching for quality, stylish earrings that didn’t break the bank and not finding anything, she decided to start her own brand. Enter Smoothie London, a brand specializing in huggy hoop earrings that has expanded into more over the years. Throughout the episode, Georgia shares her marketing successes and failures, highlighting the strategies that drive each stage of their marketing funnel, from using TikTok for brand awareness to email for sales conversions. Actionable Tips You’ll Walk Away With From This Episode How to utilize each social media platform for different goals, like TikTok for building awareness and Instagram for customer engagement The secrets to gathering emails to grow your list What types of emails to send for more sales and reviews Where to find great UGC creators and influencers How to overcome fear and embarrassment of showing up on social as a founder Missed a great quote you wanted to write down earlier? Skip to the section you’re searching for instantly: 00:41 The beginning of Smoothie London 02:30 Marketing strategies in the early days 04:07 The content strategy behind their TikTok virality 056:11 Converting content 07:29 Not everyone buys right away. Here’s why that’s okay 08:58 How to sell as a brand that doesn’t “solve a problem” 11:10 What marketing strategies didn’t work 12:22 How they’re present on multiple social platforms 13:04 Email list growth strategies 15:33 Their email welcome sequence 17:12 The key to more reviews 18:34 The power of the founder’s presence in a brand’s marketing 22:05 Overcoming the fear of showing your face on social media 24:03 The difference in giving it your all in your content vs playing small 27:02 Marketing your product with UGC vs influencers 28:46 Effective guidelines for UGC creators 32:14 Finding great UGC creators and influencers 35:50 Georgia's favorite marketing tip for new brands 36:34 Georgia and Smoothie London’s info Connect with Georgia and Smoothie London: Shop their new collection (coming July 19th) Follow Smoothie London on Instagram Connect with Smoothie London on ⁠TikTok Learn from Georgia on her TikTok Connect with LC Creative and Lindsay: ⁠Let's be ⁠Insta friends⁠⁠ ⁠If you're more of a TikTok fan, ⁠connect with us there⁠⁠ ⁠⁠Join our newsletter,⁠ where you'll learn how to improve your marketing strategy in bite-size, weekly lessons⁠ ⁠Download our absolute favorite ⁠content planning template⁠⁠ ⁠Need 1-on-1 support? ⁠Let's connect!

If you're tired of getting stuck doomscrolling for content ideas on social media, then this episode is for you. We've all been there. You hop onto TikTok to look for content ideas for your business for a few minutes. Then you look up from scrolling and see that two hours have passed, and you've somehow found yourself in a rabbit hole about the history of the royal family or DIY home improvement projects. It happens to the best of us (aka for us, at least once a week). But what if there were ways to cut down on the time you spend on social looking for inspiration? And even better than that, what if there were ways you could avoid social media altogether when you're stuck thinking about what to post? On this episode, we share five actionable tips for stopping the scroll and being more intentional with your time and resources while searching for content ideas. Timestamps: 01:24 One - Set a Timer 02:36 Two - App Solutions 04:23 Three - Intentional Time Management for Content Creation 05:20 Four - Have a Plan Before Getting on Social 07:01 Five - Alternative Tools to Social Media for Content Inspiration Grab the 10 Best Content Research Tools list we talked about in the episode HERE. Connect with us: ⁠Let's be Insta friends⁠ ⁠If you're more of a TikTok fan, connect with us there⁠ ⁠Join our newsletter, where you'll learn how to improve your marketing strategy in bite-size, weekly lessons⁠ ⁠Download our absolute favorite content planning template⁠ ⁠Need 1-on-1 support? Let's connect!

In this episode of Behind the Label, Patti Olivia shares about her struggle to find jeans that fit well, which led her to launch Tony’s Denim: a denim brand dedicated to creating gap-proof jeans. Patti touches on her inspiration behind her adjustable jeans, overcoming marketing challenges through manufacturing setbacks, and how social media, especially TikTok, played a pivotal role in growing her brand. When it comes to the marketing side of business, she emphasizes the importance of understanding your target audience, personalizing your approach, and being patient and consistent. Actionable tips you’ll walk away with from this episode: How to better utilize TikTok in your marketing How to hone in on your target audience How to use your competitors as a source of inspiration and fuel for differentiating your products even further Missed a great quote you wanted to write down earlier? Skip to the section you’re searching for instantly: 00:11 The Origin of Tony's Denim 01:03 Starting a Business with a Problem to Solve in Mind First 05:26 Social Media and Ads 06:50 What Type of Content Works on TikTok 10:13 The Process of Learning What Worked and Didn’t Work 13:36 Finding Their Unique Selling Point Through Research 16:26 Why They Changed the Way They Presented Their Product 18:49 Looking at Competitors as a Way to Solidify Their USP 21:57 Pre-Launching and Web Conversions During a Manufacturing Delay 24:49 Patti’s Advice on What to Do First in Your Marketing 26:43 Why Your Target Audience Needs to Be Specific Over Broad 29:49 Tony's Denim - Socials and Website We hope you enjoyed this episode and don’t forget to subscribe and leave a review! We read them all :) Follow Tony’s Denim Website: tonysdenim.com Instagram: instagram.com/tonysdenim TikTok: tiktok.com/@tonysdenim For more resources and to further connect with Lindsay or Behind the Label: Let's be Insta friends⁠ ⁠If you're more of a TikTok fan, connect with us there⁠ ⁠Join our newsletter, where you'll learn how to improve your marketing strategy in bite-size, weekly lessons⁠ ⁠Download my absolute favorite content planning template⁠ ⁠Need 1-on-1 support? Let's connect!

Join us as we talk to Britt McGaughan from Keystone Inspired Co., a business specializing in eco-friendly home goods like candles, plant holders, and newly released recycled glass drinkware and vases. Throughout the episode, Britt takes us through her journey of starting a business in the middle of COVID and her shift into e-commerce, all while sharing about the importance of having a community that supports you throughout it all. We discuss the importance of community, cultivating brand values to stand true to, and how we can use customer feedback to build authentic relationships, enhance customer loyalty, and launch new products your customers will love. Her message throughout is clear: A business built on authenticity, transparency, and collaboration with your customers is a brand that lasts. This episode is packed with actionable tips for business owners who want to build connections with their customers and foster brand loyalty through each marketing channel. Missed a great quote you wanted to write down earlier? Skip to the section you’re searching for instantly: 02:06 The Origin of Keystone Inspired Co. 05:52 Markets and Receiving Immediate Feedback 10:26 News Segments and the Power of Community 11:48 Rebranding and Being Selective with Markets 13:44 Embracing E-Commerce: The Digital Expansion 17:27 What Didn’t Work When They First Started 18:48 Customer Service First 22:13 Beyond Logos and Colors: What Branding Really Is 24:38 Listening to Learn What Your Customers Value Most 26:03 Knowing When to Expand Your Product Line Based on Customer Feedback 27:34 How to Get Customer Feedback 29:50 The Importance of Personal Interactions 31:01 Your Social Media Following: Quality vs Quantity 32:43 Leveraging Email Marketing to Build Connections 36:36 Building an Email Schedule 42:15 Nurturing New Email Subscribers 44:32 Britt’s Number One Marketing Tip for Business Owners 46:08 Keystone Inspired Co’s Socials and New Launches We hope you enjoyed this episode and don’t forget to subscribe and leave a review! We read them all :) Follow Keystone Inspired Co. Website Instagram: @keystoneinspired TikTok: @keystoneinspired For more resources and to further connect with Lindsay or Behind the Label: Let's be Insta friends⁠ ⁠If you're more of a TikTok fan, connect with us there⁠ ⁠Join our newsletter, where you'll learn how to improve your marketing strategy in bite-size, weekly lessons⁠ ⁠Download my absolute favorite content planning template⁠ ⁠Need 1-on-1 support? Let's connect!

Brands often underutilize their social media analytics when making decisions about their content strategy. However, analytics can provide more valuable information than you realize about your potential customers and the type of content they want to see more of. Because when you know not only WHAT content your customers like but WHY they like that content, you can easily create similar types of content. Social media analytics give you a quick and easy path to find out the WHY portion, as long as you know what to look for in your analytics. On this episode, we covered: The three-step process we use with clients to analyze their social media each month What metrics (like comments, shares, impressions) to track based on your social media goals How your analytics provide insights into what kind of content performs best How to improve your content based on your analytics Missed a great quote you wanted to write down earlier? Skip to the section you’re searching for instantly: 00:00 Understanding Social Media Metrics: The Basics 01:10 Step 1 - Choosing the Right Metrics for Your Goals 05:14 Step 2 - Defining Success Using Individual Posts’ Metrics 08:07 Recap of Steps 1 and 2 09:06 Step 3 - Implementing Insights for Future Success Don't forget to subscribe and leave a review. We read them all :) Let's be Insta friends⁠ ⁠If you're more of a TikTok fan, connect with us there⁠ ⁠Join our newsletter, where you'll learn how to improve your marketing strategy in bite-size, weekly lessons⁠ ⁠Download our absolute favorite content planning template⁠ ⁠Need 1-on-1 support? Let's connect!