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218 – Create Your Own Brand Portfolio Today with Lindsey Johnson of Verity & Co
Episode 21810th June 2019 • Gift Biz Unwrapped • Sue Monhait
00:00:00 00:56:16

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Lindsey is the owner of Verity & Co, helping small business owners grow and scale their brands through cohesive design and effective messaging. She is passionate about branding, copy and web design coming together to represent a business that will make an impact and leave a legacy. Creating a marketing message that connects with your audience and supporting it with a beautiful design is how her two passions of conversational writing and minimal design collide to serve product and service entrepreneurs in a unique way. In addition to Verity & Co, Lindsey is a wife and mother. She homeschools their three kids and loves to hang out on the beach of Lake Superior near their home in rural Wisconsin.

Business Building Insights

  • Your entire marketing message makes the business cohesive.
  • Present yourself in a way that makes it easy for your audience to say yes to what you’re doing.
  • Start with considering how do you want people to think about your business.
  • Come from an audience focused view to create a brand.
  • Consistency across all platforms in person and online is important.
  • Your audience will recognize your brand through what you post, how you create your graphics and what you say on social media. Brand recognition plays a big role in your growth.
  • Choose 2-3 fonts. One primary for your logo, and main headlines; a supporting font for the body text; and a personality font that is fun and bold or beautiful and handwritten.
  • A website is a necessity and increases authority for your brand.
  • Make sure there is an easy way for people to connect with you on your website.
  • Include testimonials and social proof on your home page.
  • By having a more informed audience, they’re more likely to buy from you because you’re giving them value apart from just selling the product.
  • As you build traffic to your website and increase marketing efforts, your website will be the best sales person for your business.

Resources Mentioned

Design Seeds – Here’s the site Lindsey mentions to choose your brand colors. Creative Market – Ready to use design assets One Often Forgotten Free Way to Get New Customers

Contact Links

Website Facebook Instagram LinkedIn

Gift Biz Resources

Join our FREE Gift Biz Breeze Facebook Community

Gift Biz Breeze FB Group
If you found value in this podcast, make sure to subscribe and leave a review in Apple Podcasts or Google Podcasts. That helps us spread the word to more makers just like you.
Thanks! Sue

Transcripts

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Hi there.

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You're listening to gift biz unwrapped episode 218 if you have

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a Facebook page,

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that is awesome.

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If you have an Etsy shop,

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that's amazing,

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but if you have your own website,

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you actually own that piece of land on the internet.

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At Tintin,

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gifters, bakers,

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crafters, and makers pursuing your dream can be fun.

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Whether you have an established business or looking to start one

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now you are in the right place.

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This is give to biz unwrapped,

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helping you turn your skill into a flourishing business.

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Join us for an episode packed full of invaluable guidance,

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resources, and the support you need to grow your gift biz.

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Here is your host gift biz gal,

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Sue moon Heights.

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Hi there,

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it's Sue And I'm thrilled that you're joining me here today.

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It's finally summer here in Chicago and I spent the past

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weekend planting flowers on my patio and tomatoes and my vegetable

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garden. There's just something special about the sunshine,

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fresh air and new plants that does my soul so much

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good. You know,

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starting from a new slate,

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whether it's a fresh dirt bed or relating it to business.

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A blank computer screen always presents so much hope and opportunity

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and this is what I have in store for you with

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the show today opportunity.

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We're going to talk about your company brand and website development.

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A lot of you have been mentioning in the gift biz

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breeze Facebook group that this is your current project.

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Either you're building your website now or you're doing some updating

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and refreshing of your current online presence.

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Definitely grab your pen and paper.

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For this one,

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you're probably going to listen to it more than once.

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I'm super excited about what you'll have when we're done.

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A complete brand portfolio specific to your business and a checklist

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of the important elements for your website,

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like a fresh flower bud opening to all its glory.

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This is what can happen to your business when implementing what

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Lindsay has to share with us today,

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so no more delay.

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Let's get straight into the show Today.

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It is my Pleasure to introduce you to Lindsey Johnson who

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is the owner of Verity and co helping small business owners

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grow and scale their brand through cohesive design and effective messaging.

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She's passionate about branding,

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copy and web design coming together to represent a business that

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will make an impact and leave a legacy.

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Creating a marketing message that connects with your audience and supporting

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it with a beautiful design is how her two passions of

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conversational writing and minimal design collide to serve product and service

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entrepreneurs in a unique way.

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In addition to Verity and co,

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Lindsay is a wife and mother.

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She homeschools her three children and to hang out on the

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beach of Lake superior near their home in rural Wisconsin.

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Welcome to the gift biz on wrapped podcast.

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Lindsey. Hi Sue.

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Thanks so much for having me on the show.

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I am really thrilled that you're here and we are going

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to go through a topic that I know a lot of

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our listeners are going to be really interested in.

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But before I'm a traditional kind of a gal,

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so we have to start this show the same way every

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time. And that is by having you share a little bit

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of yourself through description of a motivational candle.

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So if you were to describe a candle that resonates with

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who you are as a person,

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Lindsey, what color would your candle be and what would be

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a quote on that candle?

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This was a little bit hard to pick the color because

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I love color,

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but I had to come back to just a white candle.

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I think that represents me the best.

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If it wasn't white,

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it'd probably be like a light blue,

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but we're going to go with white.

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And the quote that I would have on my candle is

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one that actually inspired me in the very beginning when I

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started my business.

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And it's kind of an nontraditional quote by Leonardo DaVinci and

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it says it had long since come to my attention that

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people of accomplishment rarely sat back and let things happen to

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them. They went out and happened to things,

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so that was a big motivation for me to actually jump

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in and start my business.

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Love it.

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And this quote is fabulous.

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I've never heard it before,

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but I think that's now the mentality today of all of

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us of entrepreneurs.

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Don't you think?

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You know,

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it used to be that we would sit back waiting for

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someone to say,

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you're good enough.

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Yes. Or someone would say,

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okay, you can have a radio show or your design work

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is good enough.

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We'll put it in your shop,

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but now we get to take the reins.

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Yes. I think so many of us used to wait to

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be approached to be able to do something or to be

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gifted permission to do something when in reality we just have

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to sometimes dive in and try and see what happens.

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And Leonardo knew that way back then.

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I know,

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I know.

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It's a quote that always blows my mind because it's from

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so long ago and yet so applicable to us today.

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Right. And we're actually starting to actually do it now.

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More of us anyway.

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Finally. Yes.

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So tell us a little bit of your journey as to

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where you've gotten to today.

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Yeah, so I started freelancing in 2014 I was actually kind

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of a VA before I knew what a virtual assistant was

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in the online space and my boss taught me marketing aspects.

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He taught me WordPress and web design and I was able

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to kind of weave my writing skills and my love of

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English into working with his clients.

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And when that company went a different direction,

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I chose then to kind of go out on my own

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and seek out clients for primarily web design.

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And throughout the years that morphed into what it is today,

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which is a full service company that web design and branding

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design and also the writing.

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So your marketing message,

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which makes a business cohesive and polished because the marketing message

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that you're speaking to your audience is also in line with

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how it's presented on a website.

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So all the things kind of flow together to present yourself

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in a way that makes it easy for your audience to

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say yes to what you're doing.

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Yeah, because you're representing yourself.

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Then the same way through everything that you're doing,

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your branding,

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the words that you're using,

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the design,

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it all has the same feel.

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They all work together for the one main goal instead of

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feeling kind of Nellie Willie.

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Right. So who are your clients today?

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What type of businesses?

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They're primarily women owned,

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small businesses.

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Some are solopreneurs,

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some have a small but growing team.

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I've worked with both product based businesses and service based businesses.

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I haven't niched to one or the other yet,

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but if they feel like a good fit for both of

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us, then we'll work together.

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Love it.

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Well, I have to say right off the bat as well.

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You and I met a little while back so I got

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a feel for your style and you gave me some input

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which was really valuable on one of my websites,

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so that was awesome.

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But in preparation for this call,

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I went over and I was really looking at your site

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and Oh my gosh,

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I could sit there forever because it's so pretty.

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Oh, thank you.

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And the colors are so calm and peaceful.

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I actually thought your candle color was going to be like

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a Sage green or something.

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That would be an unbrand color for sure.

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Yeah. But you definitely demonstrate the type of class and professionalism

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that I'm sure then you present to your clients.

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Thank you.

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I appreciate that.

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Yeah, I love it.

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So give his listeners,

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you definitely ought to look at her site and we'll talk

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about that near the end of the show and in the

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show notes and all of that.

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But I just wanted to stay say that up front,

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but, so I always like to think of the people who

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are listening to the podcast.

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Lindsey and get into the types of information that is going

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to be most important for them based on where they are

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right now.

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So I'd like to start off with talking just a short

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time about branding overall,

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what that means and why it's important.

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Branding can be a really confusing and misunderstood concept for small

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businesses, especially if they're not in a marketing field or a

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design field.

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So for makers and people who really get their hands dirty

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in their heart involved in what they're doing and crafting these

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things, it can be really difficult to create a brand like

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what is a brand and what should my brand be.

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One of the easiest ways to think about your brand is

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to think about how do you want people to think about

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your business.

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So think about your audience,

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who you're serving,

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who you are crafting for,

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who you are making your products for.

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How do you want them to perceive you?

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We can kind of break this down even more,

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like what kind of colors do they love or what kind

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of colors would they feel mesh your products and your offers

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and how you present yourself online and really come at it

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from an audience focused view to create a brand.

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Does that make sense?

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Should we dig deeper?

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So tell me if I'm on track here.

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So if you are a company,

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I'm totally making this up just by way of example,

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and you make very delicate necklaces.

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So you're appealing to a woman kind of feminine.

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So not big bulky,

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chunky necklaces,

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but more of the delicate style.

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Your brand colors then could be many different choices of course,

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but would be more like pinks and Aqua,

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maybe a little gray versus bright red,

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black and dark Brown or something.

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Yes, exactly.

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And maybe the font or the topography you use is either

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a really pretty like a hand drawn or a calligraphy script

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or it's really thin letters.

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Nothing chunky or heavy because then it reflects the products that

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you're making and it just makes sense to your audience that

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your logo or your website or your Etsy shop would reflect

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the same kind of design that you're doing in your products.

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Got it.

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Yeah. So it all starts with your customer.

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So who it is also by age,

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I'm thinking.

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Yeah, so your style,

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if you attracted and served more senior people versus children,

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let's say they'd be dramatically different or just even adults versus

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children. So it all starts with your audience then It does.

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And it also includes a lot of what you like to

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as a person.

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Because if you're a maker,

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you're deeply invested in your business as a personal investment or

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a personal brand.

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So it's kind of a mix of what you like and

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what you feel represents your business and then what your audience

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can relate to as well.

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Okay. So colors,

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the font styles,

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and I have to say,

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once I narrowed in on the several font,

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I have three primary fonts that I use.

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It just becomes so much easier because when you're doing graphics

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or you know,

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now I have someone who does a lot of my Facebook

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ads and all that.

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They know what fonts to use,

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you know,

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we don't have to go through that anymore.

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That's all set And it's consistent.

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Consistency is so huge when it comes to your brand.

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Okay, perfect.

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All right,

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and anything else in terms of the brand that we should

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be talking about specifically for this area?

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You know when we're talking websites and copy and all of

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that, because of course brand goes into how you interact with

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your customers,

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client experiences,

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all of that.

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We don't have to get into all of that here.

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We're just talking right now the scope,

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what we're covering here.

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Is there anything else we should add in here?

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I would probably just highlight that idea of consistency.

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So once you decide,

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once you have done your research and you figure out what

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would be the best,

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either through trial and error or whatever seems to work for

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you, choose those things and then stick with them because your

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audience will then recognize your brand through what you post and

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how you create your graphics and what you say on social

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media. So the brand recognition will play a big role in

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helping you grow once you create that foundation.

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Okay, so let's take this a step further so that it's

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very actionable for our listeners.

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So let's pretend like we were to create from scratch a

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brand story.

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Okay. And that brand story is going to be like the

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template that you use.

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How many colors should there be?

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This is kind of up to personal opinion,

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but I would recommend about five colors,

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but three of them are your primary colors.

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Two to three of them are your primary colors.

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You can have supporting shades of those colors that you might

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use in graphics,

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but pick two to three complimentary colors for your brand.

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Okay. All right,

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that sounds good.

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And by saying that we don't mean Kelly Green,

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we mean in a hex number color.

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Right. Talk a little bit about where people could go and

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look at all their colors as they're making a choice.

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Cause we're gonna let people then go off after this and

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actually their brand package.

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So where would someone go to look at all the hex

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colors? One of my favorite sites is called design seeds.

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Okay. It's design and then a dash seeds.

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And this website has a lot of color swatches that are

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based off of images.

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So they take one picture and then they pull all of

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the colors from that image and add the hex code.

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So they've got about five colors on each image and you

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can see them right off the bat that they go together,

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they're complimentary,

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they're beautiful.

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And you can kind of sense of the vibe of the

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picture and what it would look like in your brand.

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Oh, I love that.

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It's really fun.

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That's perfect because that's a professional site that then has already

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figured it out for you.

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You just go in,

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look at which colors again,

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you got to start with who your customer is,

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right? What's going to align with your product and your customer,

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but then what else you like naturally are attracted to.

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And then there you go.

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You've got your five colors.

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Yes. So it's a very good site that they're curating these

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resources and it's just beautiful.

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It's visually beautiful to just scroll through all of the pictures

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that they've curated.

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Well, I may just have to look at that when I'm

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eating lunch or something just for fun,

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But I'm not tempted to change my brand.

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Colors are done.

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No, don't change.

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Don't change through those are done.

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So give business owners,

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that's the first thing is you can go right there.

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How exciting.

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Look at all these colors and if you pick new brand

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colors and you're part of my Facebook group,

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gift biz breeze,

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come show us what you've chosen.

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That would be really fun to share with everybody who's over

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there. Oh and if you're not a member of gift biz

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breeze, just jump in,

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search for it,

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request to join and then you'll be part of our group.

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I need to do that.

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Yeah, come hang out.

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We have a great group going on there.

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Awesome. So that's that.

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Okay, so now let's talk about the fonts.

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Okay. Two or three fonts.

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Is that too little?

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Too many?

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What do you think there I that's good.

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Typically you want two to three fonts,

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one for your primary,

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either logo or all your main headlines in your graphics.

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Those should be really consistent.

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You can have a supporting font for the body text and

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then you could have also like a personality font.

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So one that is either kind of fun and bold or

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it's beautiful and handwritten,

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but it's one that you use more sparingly.

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One reason is typically these are harder to read,

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so you want your primary fonts to be really legible.

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You want them to be really easy to read,

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but you can also add in a third font that's more

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fun or more personality driven to kind of help your brand

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come alive.

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Got it.

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And I'm very happy to say that all three of my

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fonts fit all three of those categories and my third font,

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the one that's a little harder to read is the one

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I use for my programs.

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Yeah. And so they're used in just very specific areas.

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Yes. They can highlight certain areas of content really well to

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bring attention to things,

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but it's not overboard.

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Right, absolutely.

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And your point about legibility is really important too,

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because at one point I tried using that font to write

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copy and it just was a disaster in every way.

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So really good point there.

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Yeah. Okay.

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Give biz listeners,

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this is how you build your brand,

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your visual portion of the brand.

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I guess I could say Yes,

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We're not talking images right now at all,

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so just that part.

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So colors,

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fonts, and font.

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Oh my gosh.

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You could just go to any of the font sites and

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look at all different types of fonts,

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right? Yeah.

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Google fonts is like really easy and they have a lot

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to choose from.

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Creative market is also another site that has premium fonts,

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so you have to pay for these to use them so

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you could purchase and download,

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But there's really fun ones to look through there too.

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And I would say the one that I used for my

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training course I did buy.

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Yeah, and you can get it at no charge and download

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it to your computer.

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But I thought,

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and this is now boy,

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I don't know,

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a few years ago,

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but I felt like if I'm going to make money off

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of a program that's including that specialty find,

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I just wanted to cover myself.

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I don't know if that's necessary or not.

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That's really smart.

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It's why wise,

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very wise,

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I think it was,

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it might've been like $150,

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something like that.

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I don't know.

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Okay. But I just felt like way better that way.

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Then heaven forbid I came back and was challenged and had

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to redo like wherever that font was was not worth it

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to me.

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Yeah, and actually you can see the font in the podcast

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logo. This is the font that I'm talking about.

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So gift biz listeners if you're on your phone or computer

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or whatever and you can jump over and see the logo.

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That's the font I'm talking about.

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Oh cool.

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The other thing about fonts is if you do end up

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buying one,

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you're far less likely to run across other shops that have

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the same fonts as you because if you just pull from

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Canva or some of these other like canvas and amazing tool,

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but if you get familiar with fonts,

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you'll see the common canvas script everywhere.

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It's true everywhere.

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So if you do find one and you want to invest,

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I mean some funds are only $20 so they can be

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really not cost prohibitive to buy a less common font and

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then you're not seeing it everywhere.

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It's a really good point.

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Yeah, and you can still,

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when you get a,

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I know they're not called custom,

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I don't know what else you would call it though,

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but so cause custom would be that someone is actually making

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a font for you.

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Yes. It's more like a premium font so you have to

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pay for it,

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But you can also load those fonts into Canva.

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So you already use Canva.

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That's fine.

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If you own that font,

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you can bring it in.

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I don't know how it's done.

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My graphic artists did it for me,

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but I know it can be done because they're all sitting

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there. Yes it can.

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Yeah. Okay,

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so give biz listeners,

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go build your brand portfolio if you will,

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of the colors and the fonts if you don't already have

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something going.

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Yes. Okay.

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So branding,

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let's stop there because I also really want to talk with

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you Lindsey,

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cause you are such an expert on developing websites and I

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don't know if it's because it's spring and it's in the

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air or what,

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but we have a lot of talking in our community right

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now about people building their websites.

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Yeah, let's talk about it.

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Let's talk about it and we'll get into this website discussion

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right after a word from our sponsor.

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ribbon print company.

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print company.com

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First, let's go with,

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I'm trying to decide how we should start this here.

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Why should you have a website?

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Because if you're a product based person and you're doing craft

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shows or that type of thing,

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why do you need a website?

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So there are several very good reasons to have a website.

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A website gives you more authority to your brand.

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People expect to be able to either Google you or find

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your address and take a look at what you are doing

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online. It's just one of the things of the day right

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now. People expect to be able to jump on some sort

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of online presence for your business.

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Typically a website and the other probably my favorites or the

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most important for websites is that you own that space.

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So if you have a Facebook page,

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that is awesome.

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If you have an Etsy shop,

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that's amazing,

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but if you have your own website,

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you actually own that piece of land on the internet.

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You're not dependent on Facebook changing the algorithm again or what

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have you.

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You never know what the social media platforms are going to

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do. And the same with Etsy,

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even though it is your shop,

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it's still not your platform.

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So by having your own website on your own platform,

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Squarespace WordPress,

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there are several,

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I know there are several specific for makers too,

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like big cartel and a lot,

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Right? So you are speaking my language because I talk about

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this a lot too and I don't know,

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let's talk about this just for a second.

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Even though we don't recommend this,

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I do know that a lot of people,

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and let's face it,

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when you're a maker business and you're starting your business,

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you also need to suspend dollars and allocate money for materials.

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So investment is a little more challenging for a maker business.

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What if someone understanding that they need a website?

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Absolutely understanding that.

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But for now,

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just to get something online,

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to start building a community,

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understanding all of the risks started with Facebook.

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So we're going very basic and I want to say this

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isn't what we would recommend,

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but we get reality and you always want a Facebook page

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so it's good to build it and have it there anyway.

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But is there anything visual you would suggest for Facebook,

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like the imagery and like what do you say there?

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Again, understanding that this is not your website,

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this is one of your social media platform presences.

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This is not a website.

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Yeah. If this is your only online presence for now,

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I just want to say that's awesome.

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Like good job for starting somewhere.

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You don't always need to start with a website,

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especially if it's cost prohibitive for you or you're still validating

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your product idea or you are still gathering the audience to

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support your business and buy these products from you.

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By starting with Facebook,

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you will build that rapport.

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You will build an audience of followers and people who are

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supporting you and then it makes it really logical to move

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to a website as your next step.

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But if Facebook is your platform right now,

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I would suggest highlighting your products in the photos that you

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share on your page and on your like the cover photo

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of Facebook.

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So the big main image,

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highlight what you're selling and how it helps the people who

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will buy it.

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Okay. And what about on the side where you talk about

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like about your business and all of that.

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Should you be focusing there on your product or who you

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are as the artist?

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Ooh, that's a good question.

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So when it comes down to copy,

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it's always a mix.

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It's a mix of who you are,

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but it's also a focus on how your product can help

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your audience.

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So it's always audience focused.

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No matter if it's a visuals or if it's your message,

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you always want to speak to how you can help and

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how they can see either a transformation or how your product

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will help make their life better or how it will solve

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this problem for them.

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So even though you're talking about yourself,

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to make that human to human connection with your audience,

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you have to always bring them back into the circle,

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like loop back to how your product will help them.

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And I would imagine that would be copy for your posts

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too. Yep.

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And that helps you get away from having a site that

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just looks totally salesy.

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Here's my,

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here's my price.

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Yes. Okay,

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perfect. So I just wanted to make that point again because

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I know that a lot of our audience,

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this is where they start because that isn't a big barrier

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to getting a Facebook page up.

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Right. Okay.

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So now let's get into the good stuff,

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which is website,

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website development,

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and the platform that then you own.

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We've talked about why already.

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So it establishes authority for you.

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You are able to control everything about the website,

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but we're,

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if we're just starting,

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and you had mentioned already a number of different types of

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platforms, you know there are the Etsy shops,

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that type of thing.

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Let's just go with,

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if you're custom designing,

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understanding that a lot of our audience might not be able

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to do that,

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but I think that's the best way we can talk about

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best practices and then you can integrate as much as you

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can into whatever the platform is that you're using.

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Yes. Like the world is our oyster.

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What should it look like?

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What's the optimal,

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you've got a blank screen and you're going to build a

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website. Where do you get started?

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But we have our color brand story,

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right? Cause we already just made that.

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Yes we do.

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So we do have that now.

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What? All right,

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I'm going to describe two different paths that we could take.

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One path is WordPress and what path is Shopify?

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So Shopify is very popular for product based businesses of every

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kind, every shape,

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every whatever it looks like makers.

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And then just other manufactured products too.

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So Shopify is primarily an eCommerce site for selling products.

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WordPress on the other hand is good for both.

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So it can be a service based business that also integrates

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an eCommerce shop or it can just be an informational website

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that integrates an eCommerce shop.

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Actually, I have a website on both of these platforms,

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so it's perfect that we're talking about that,

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so give biz listeners if you have ever looked at the

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ribbon print company website,

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that is a Shopify site and then gift biz unwrapped where

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the podcast is.

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Where I always send you is a WordPress site.

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I think the important thing to mention about these sites to

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Lindsay is that if someone makes a sale or connects with

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you, you have all their contact information.

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That's what we talk about when you say you own a

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site. Yeah,

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because there are like an Amazon site.

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Etsy is still like this.

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I'm pretty sure when you make a sale,

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you don't get all that information so that you can continue

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to communicate with them unless you're doing it through their site.

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That's dangerous,

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right? I believe Etsy still does not let you email your

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customers or collect their email addresses in a different kind of

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management system.

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So if you have a thousand people who've purchased from you

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and you have the emails in your Etsy,

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I don't believe you're allowed to take those emails and like

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send them a newsletter.

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I could be wrong,

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but I don't think,

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I know,

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weren't able to,

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And I just didn't know if anything had changed.

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Not that I'm aware of now.

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Yeah, I don't think so.

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So a lot of people,

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best practices who do have an Etsy site might've gone on

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there for search capabilities.

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You know,

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now there's Amazon handmade and all of that also still have

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another platform.

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So it's this other platform,

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which is what we're going to talk about because that's the

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optimal solution.

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Okay, so back to WordPress and Shopify.

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So Shopify is great for product specific.

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Really, WordPress you're saying is both product and service.

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Yep. It's more dual purpose where press,

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okay, Shopify is going to be the easier one for you

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to get set up on.

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WordPress has a learning curve for the tech.

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That makes it a little more challenging,

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but when it comes to weighing Shopify and WordPress,

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you still have more functionality and potential in a WordPress site,

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so there's more potential,

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but it's harder to get started.

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Yeah. Can you just make a point about wordpress.com

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versus wordpress.org

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yes. I was wondering if we should bring that up.

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Yeah, we should,

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so wordpress.com

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is not self hosted,

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so if you start a website and you purchase a domain,

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so your website name and you get it set up,

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you're not going to be able to make a shop on

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wordpress.com you need the wordpress.org

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self hosted WordPress to do a shop,

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and if we lose you with that,

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don't worry about that for now.

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Just when you're thinking about this,

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if you're thinking WordPress,

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it needs to be wordpress.org

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not wordpress.com

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that's all you really need to know right now because you

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can't add shopping cart and all of that to the.com

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right. Okay.

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Yes. Okay.

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Carry on.

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I should say that all of you listeners can feel free

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to reach out for more clarification on that because it is

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a beast and it confuses so many people.

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Why they are the same name?

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I don't know.

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But they are,

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I think they're only used to be wordpress.com

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when blogs started cause that's what everyone used to start blogging.

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Yeah. And then when a website evolved into e-commerce,

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there was still wordpress.com

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that's my guess anyway.

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Total guests total shot in the dark.

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Yes. So if you're going to do a shop,

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wordpress.org is your ticket.

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Okay. So some type of a platform where for sure you

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are able to capture your purchasers.

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Contact information is super important.

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So once you pick your platform,

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where do you want to take it from here,

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Lindsey, when you pick your platform,

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you'll want to pick a theme to go along with your

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shop. So a theme helps you.

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It's basically a template for your website design and Shopify and

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WordPress both have free and premium themes that you can then

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purchase and customize to your branding so you can customize it

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to the logo,

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your, your fonts.

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Again, Shopify is going to be more straightforward and easier to

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get going right off the bat as far as a design

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and a setup,

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but they follow a similar idea.

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WordPress is just a little more complicated.

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Okay, and then so we have a theme.

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You go to these websites and there's this beautiful flow to

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the pages,

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like how do I know what I should be putting on

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the website I make?

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What do I make?

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I make candles.

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Lindsey, are you surprised at that answer?

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I'm so surprised.

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So where do you get started on the content and what

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am I going to put on this website and into this

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theme? Yeah,

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so let's just focus on content for a little bit.

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Your content is going to be your pictures,

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so your imagery,

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it's going to be your words,

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the text and the copy that you write to put on

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your site.

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It's going to include product listings.

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It's probably going to include a little snippet about you as

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the maker,

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a picture and a mini bio.

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Essentially, it's going to make it really easy for the customer

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to understand that you want them to click on a product

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and learn more about it and then hopefully add it to

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cart and continue the checkout process.

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And then you'll also want an easy way for people to

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connect with you or to follow you on social media.

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Okay. I'm writing all of these down and social media.

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Okay, so here's the list that you just gave us in

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terms, so I guess we could call this,

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these are the elements that will need to be included.

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Yeah, so think of like a home page for a shop.

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These would be essential or good to have elements of content

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for a homepage.

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Okay, so you said imagery,

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the words,

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obviously product listings,

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which could be sub pages,

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right? It's not all necessarily on the homepage,

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right? For product listings,

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say maybe featured products or products you want people to notice

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right away or could you put the products into like one

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of those first images?

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So I'll definitely have to know what you're making when they

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land on the page.

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They have to understand why they're there.

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Yes. And I think that's probably obvious that because as makers

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your product is everything,

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right? So that's probably pretty obvious about you with a picture

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of you I think is super important.

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I heard somewhere that the about page is the most read

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page of any website.

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Yeah. And I almost feel like now even more so because

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people want to know the story behind who they're buying from.

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They really want to feel a connection to that person.

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So how much of a story do you talk about how

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you got involved in what you're making?

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Do you do a resume?

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I don't think so.

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Maybe I wouldn't suggest a resume.

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No. Going back to what we touched on briefly earlier,

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even though your copy or your words,

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they're all about you,

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especially your about page because people are going to that page

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clearly to learn more about the person behind the brand.

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So even though it's all about you,

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you want to think about how every piece of this story

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that you share might connect with your audience and what they'll

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be able to relate with or feel a connection to.

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So whether that is how you are doing this,

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as you raise a family or you are doing this as

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you're working a nine to five,

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some of these things are going to resonate with audience that

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you are attracting.

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So consider how your story relates to their story.

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Got it.

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That makes sense.

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And it can include a lot of your background,

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like how you got started.

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It can still include a lot of logistical things,

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but don't make it like don't make it the Lindsay show

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because people won't read through the Lindsay show.

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So I did this and I did that and I did

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this, and then I got this award and then I,

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but you could say something like,

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I was so honored to get this award.

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It shows that the quality of my work and what I'm

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providing you is top notch.

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And like,

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yeah, so you bring it back that way.

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So there's ways to say certain things,

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but just not the focus on you.

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Yes. Because if you have those pieces of social proof,

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like awards or testimonials,

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absolutely share them because people depend on social proof these days.

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They don't want to just take your word for it.

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They want to know that your clients and your customers are

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exceedingly happy too.

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So those are absolutely valid.

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But just remember to always loop back to your audience and

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what they might connect with.

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Perfect. Okay.

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And then definitely put your social media icon so people know

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where to follow you there.

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I agree.

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Testimonials you just touched on.

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Super important.

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Yeah. Actually add that to the list because that is very

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important for a homepage to have testimonials and social proof on

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the homepage.

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I think so.

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Yeah. If you have space,

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if it doesn't make it look crowded,

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you can also have them on individual product pages too.

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The testimonials and social proof.

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Oh, that would be interesting.

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Yeah. Okay.

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Give biz listeners,

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I just want to remind you of an episode we did

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just a short time back and we talked about reviews and

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how important they are and I will link in the show

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notes. I don't recall specifically what episode number that was,

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but it's a whole additional way of attracting sales that we

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often forget about and Lindsay is so right on when she's

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talking about the fact that reviews and testimonials will sell your

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product better than you ever can.

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So that third party proof is golden.

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So yes,

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I've added that to our list.

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Another thing I want to talk about that you brought up,

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we talked about the functionality and the elements on the website.

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Talk about easy navigation and when I think about easy navigation,

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that means being able to find what you're looking for easily

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and also like page load times and all of that.

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Yeah. Navigation's important.

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The menu.

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The top is typically going to be near your logo and

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it's really important to have everything lined up in a way

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that makes sense.

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So you may only want to have up to five main

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navigation tabs on that menu and then maybe have drop downs

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for the kinds of products that you offer.

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And here's the thing about either the WordPress platform or Shopify

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is you can start out with just a few things and

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grow it over time.

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So you may only have one or two navigation dropdowns to

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start with and then you just build on top of there.

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Yeah, you Might only have one shop button to bring you

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to one primary product,

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and that's amazing.

Speaker:

Just highlight that and drive the fact home that you just

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want everyone to take action on that one product.

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Got it.

Speaker:

How do you feel about blog articles or anything like that

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as part of the website?

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I think that's another personal brand choice.

Speaker:

Blogs can be really good for SEO,

Speaker:

so it can boost how your site shows up on Google

Speaker:

for people searching key words related to your product.

Speaker:

So if you sell candles and you write blog posts about

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how candles might be used in a home for decor,

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you may rank because Google put more weight on your site

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because of those keywords,

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How to properly light a candle so that you get the

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most burn time.

Speaker:

What are the best types of candles in terms of Wix

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materials? The wicks,

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like if you think,

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and I don't even make candles,

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I just love candles,

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but I just,

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I'm thinking about different ideas just to get our listeners thinking

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of different types of topics that a blog article could be.

Speaker:

Cause that also presents you as an authority in your topic.

Speaker:

You're the artist of any type of a material or product.

Speaker:

Then by sharing how to use it,

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the benefits of the product,

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all of those things just increase your credibility and authority.

Speaker:

Yes, and it'll help educate your audience too.

Speaker:

And by having a more informed audience,

Speaker:

they'll be more likely to buy from you because you're giving

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them value apart from just selling a product.

Speaker:

Okay. I'm thinking of other elements to a website.

Speaker:

How do you feel about if you're a brick and mortar,

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you would want your location?

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Yes. Okay.

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What about phone numbers and contact forms?

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Yes. No,

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A contact form is important,

Speaker:

not necessarily on the homepage,

Speaker:

but at least in a separate contact page,

Speaker:

maybe an email address to reach you at.

Speaker:

Just a way for someone to reach out if they have

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a question about say a custom order or something that they

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purchased in the past,

Speaker:

to really make it easy for customers to communicate with you

Speaker:

will help that customer experience so they always just have a

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good experience with your company.

Speaker:

You know,

Speaker:

that's a good point in springing up.

Speaker:

Something that happened to me way in the beginning when I

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started this podcast.

Speaker:

Now people come to me and want to be on the

Speaker:

show or I'm reaching out to certain people I'm interested in,

Speaker:

et cetera,

Speaker:

but in the beginning I was apart from people that I

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knew I wanted on the show because I already knew that

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they were experts in their field.

Speaker:

There would be people like maybe there was an Etsy shop

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that I really saw rocking it or I'm on Instagram,

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you know,

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it leads me somewhere and I wanted to have a further

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conversation with that business to see if they had a story

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that would work and be good for the show.

Speaker:

Right. And there were a couple of businesses that I was

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interested in talking to and when I went to their website,

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I had no way to contact them.

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Oh no.

Speaker:

Yeah, I was shocked.

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So dead end,

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dead end.

Speaker:

So I'm like,

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okay, I have no more time to waste.

Speaker:

You know,

Speaker:

I wasn't even thinking Instagram direct messages then,

Speaker:

but automatically what that said to me,

Speaker:

they're not professional enough for me to be highlighting them as

Speaker:

a person on the show.

Speaker:

There was automatically,

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it was like,

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okay, moving on.

Speaker:

That is a very good point.

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Yeah. And I didn't even bring that up.

Speaker:

It just came to me while we were talking about contact

Speaker:

forms actually.

Speaker:

Yeah. Yeah.

Speaker:

And all of that just shows your level of professionalism too.

Speaker:

When you have all of these different elements available.

Speaker:

Do you want to make it as easy for the customer

Speaker:

to feel comfortable with you,

Speaker:

which has to do with what you're talking about in terms

Speaker:

of consistency,

Speaker:

right? Ease of being able to navigate the platform and then

Speaker:

having the things that are necessary.

Speaker:

So they see you as a professional.

Speaker:

Yes. And also a professional who cares about them.

Speaker:

Yeah. I'm just assuming this,

Speaker:

but if you went to those websites and they didn't have

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any way to contact them,

Speaker:

you'd be like,

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well they don't really care about me reaching out.

Speaker:

Right. That's the impression you get.

Speaker:

I don't think that it's intentional.

Speaker:

Right. But that's what happened.

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So that's why it's good for us to go through these

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things. So if you guys are thinking of putting together websites

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and you're doing it right now,

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cause I know a bunch of you are,

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I'll go over this list one more time,

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but consider all of these elements and make sure you've touched

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on each and every one of them or you plan to,

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to your point about just get something up.

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Don't just stall either,

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right? Yeah.

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Okay. So here,

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let me go through the list real quick and then we'll

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move on.

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So what we talked about was obviously the content is going

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to be a mix of images and words.

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This is in no particular order,

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mind you,

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product listings,

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your about page with a picture.

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Again with the emphasis of why that's important to whoever's reading

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it. Easy navigation connections.

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I think connections might've meant the contact form to be quite

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honest. Okay.

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Yep. So either a link to it or somewhere easy for

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them to find a contact form,

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contact forms if you have a brick and mortar or the

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address of the location.

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So people can come in of course,

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and testimonials.

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So those are just initial touch points of everything that you

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should have on the site.

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You also should make sure that it's easy to load.

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So you have you ever been on a site where you

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get on there and the little ball is rolling forever?

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Like after two seconds you're out of there.

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Yeah, that has a lot to do with your images.

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So if you load full resolution Pictures onto your website,

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that can slow it down.

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If you can optimize them or make them smaller without degrading

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quality, it will help with low time.

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Perfect. Okay.

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So if anyone's having a challenge,

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that doesn't mean that you can't use those images,

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you just adjust them to be smaller in size is all.

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Yes. Okay,

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perfect. And what do you think about video?

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Video is a great way for your audience to connect with

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you as a person.

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Is this the fastest way for them to connect with you

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as a person?

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Some people are comfortable with video and some people aren't so

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comfortable with video,

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so that's kind of up to you.

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But if you want to stretch yourself and get out of

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your comfort zone,

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there are many ways you could use video.

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You could do a quick introduction of yourself,

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you could do a quick behind the scenes of your space,

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like where you actually make your products or a quick how

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to video,

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how to use whatever you're making.

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This is also good for social media too.

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So you could put it on your website and also use

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it on social And you could also have pictures of you

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actually making the product.

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Yes. And that doesn't even need to show your face.

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You know,

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if you're anxious about that,

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you can be talking behind the camera and just doing whatever

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you're making.

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Like a demonstration video.

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So video if you can.

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I think motion and interest is helpful and I know that

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the longer you,

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someone stays on your website,

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the better you start ranking in Google and all of that.

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So the longer you can keep people on it is best.

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And that's by having your viewer have a good experience and

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wanting to keep seeing more and knowing more.

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Yes. Okay.

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So again,

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I'm sitting as somebody who doesn't have a website yet and

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I'm thinking this is way overwhelming.

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How would I ever do this?

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Let's talk about options,

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about how you can get it built.

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So you,

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one option is you just decide you're going to dive in

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and figure it out yourself,

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right? Yep.

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What other options?

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What if someone doesn't have time for that and they do

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have a little bit of money,

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who would you look for to help build a site?

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Someone with experience in products is helpful and then someone with

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experience in the platform of your choice is helpful,

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so if you go with Shopify,

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having someone familiar with Shopify will get it done faster and

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more efficiently.

Speaker:

Same thing for WordPress.

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A lot of designers and developers have probably and likely dabbled

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in all of them,

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so if your shop isn't really complicated and you just want

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to get it up and running and sell a handful of

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products, it's probably not going to be too difficult to find

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someone to help you make that happen.

Speaker:

Okay. Would it make sense for you to look at a

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few of the sites that they've made just to see if

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you like their style and what their output is?

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Absolutely. That's always so helpful to see what kind of work

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they produce.

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Okay. Do you think different designers Kind of sway to one

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style or another or do you think a designer will do

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like all different types of styles?

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Depending on if they specialize in a certain design,

Speaker:

may or may not.

Speaker:

My own personal style is more like towards white space and

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minimal, so it's not really busy for the eye and makes

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a really friendly user experience and some people's style is like

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heavy on the graphics and busier to be more like exciting

Speaker:

and graphically designed.

Speaker:

So depending on what your style is,

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what your product is,

Speaker:

who your audience is,

Speaker:

it'll determine what kind of design your website should lean towards.

Speaker:

Right. Again,

Speaker:

going back to the customer.

Speaker:

Yep. You're consistent to Lindsay.

Speaker:

That's about that customer.

Speaker:

There you go.

Speaker:

How long does it take to get a site up?

Speaker:

I know it varies,

Speaker:

but just as a bracketed timeline for someone thinking,

Speaker:

Oh man,

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I mean not a crazy complicated one.

Speaker:

Someone who already has some images.

Speaker:

So here's my guests as if you have your images.

Speaker:

If you have your branding and your logo,

Speaker:

you have all the content ready to go.

Speaker:

It won't take someone long who's familiar with like Shopify to

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get a site up.

Speaker:

So it may take a couple of weeks for ping ponging

Speaker:

back and forth to make sure everything is up to standard

Speaker:

and you're satisfied with the results.

Speaker:

It could be a couple of months depending on the queue

Speaker:

of the designer that you want to work with.

Speaker:

But getting a site up can happen pretty quick.

Speaker:

Kind of all depends on what content you have ready and

Speaker:

what you need to still prepare.

Speaker:

Right. I'm going to ask you another unfair question.

Speaker:

So go for it.

Speaker:

Go for it.

Speaker:

Price ranges,

Speaker:

and I know this is all over the board.

Speaker:

It is all over the board.

Speaker:

I mean you could find someone to do it for a

Speaker:

couple hundred dollars.

Speaker:

Someone who's new,

Speaker:

who doesn't have as much experience or it could range up

Speaker:

into the thousands.

Speaker:

So it really does depend on who you find and then

Speaker:

also what your shopping needs.

Speaker:

So what functionality you need to sell your products.

Speaker:

That's a good point.

Speaker:

And that may be the first step even before you go

Speaker:

out looking is to even write down and think about,

Speaker:

okay, bare minimum,

Speaker:

what do you need?

Speaker:

Yeah, here are the pages you need.

Speaker:

You're going to have 12 products to start.

Speaker:

You want an about page,

Speaker:

you've got some testimonials because then you can much easier even

Speaker:

discuss with somebody what you're looking at.

Speaker:

Yes. And people may have a set package for like a

Speaker:

Shopify website development where they list out the max number of

Speaker:

pages they'll do for you for a certain price.

Speaker:

But in fact if you at least have that general idea

Speaker:

of how many product listings you need and how many pages

Speaker:

you want and how like the payment processors you can take.

Speaker:

So if you're going to take PayPal or if you're going

Speaker:

to take Stripe and all these things,

Speaker:

if you at least have an idea for yourself,

Speaker:

it's easier to go into a discovery call or to email

Speaker:

someone back and forth to see what they do to help

Speaker:

You without having to start from scratch.

Speaker:

Right. Well and we already did the brand package earlier in

Speaker:

the show,

Speaker:

so that's all done too.

Speaker:

There you go.

Speaker:

You didn't even know you were starting to develop a website

Speaker:

and you are just right in this show.

Speaker:

How's that?

Speaker:

That's awesome.

Speaker:

What would you say to somebody who's now thinking they don't

Speaker:

have a site or maybe they're using their Facebook page and

Speaker:

they're like,

Speaker:

okay, now I get it.

Speaker:

I can still have my page but it's time.

Speaker:

It's time for me to develop a website.

Speaker:

What are your words of advice to that person?

Speaker:

I would recommend Honestly doing a Google search and at least

Speaker:

familiarizing yourself with the different platforms and what they can do

Speaker:

for you,

Speaker:

the price points of the packages per month.

Speaker:

Cause those all vary depending on what you need.

Speaker:

So like Shopify has several tiers of pricing.

Speaker:

Depending on what your shop needs.

Speaker:

WordPress will always be a monthly fee for your hosting,

Speaker:

but then the additional plugins to actually create the e-commerce piece

Speaker:

are going to cost more upfront.

Speaker:

Then it would be per month like Shopify and then other

Speaker:

options like big commerce and,

Speaker:

Oh, I might've said that wrong.

Speaker:

I don't know if it's big commerce.

Speaker:

There's big cartel,

Speaker:

there's several others and they all just have different price points.

Speaker:

Okay. All right,

Speaker:

perfect. And I think when you start thinking about an investment

Speaker:

in a website,

Speaker:

it feels like it's just money going out,

Speaker:

but the point is you're investing in your business so that

Speaker:

you're going to make sales and money is going to come

Speaker:

in. Yes,

Speaker:

and I feel like I have to say this,

Speaker:

and this is a whole nother topic,

Speaker:

but the other thing is once you've got your website up,

Speaker:

then you have to promote and bring people to the website

Speaker:

just because you get a website up,

Speaker:

even if it's optimized,

Speaker:

you can't just then sit back and think people are going

Speaker:

to come.

Speaker:

You always have to drive people to your website.

Speaker:

That's like your home base is what a website is and

Speaker:

there was a guy Lindsey in my chamber of commerce shout

Speaker:

out to Larry bloom who had the best phrase.

Speaker:

He says,

Speaker:

your website is one of your best employees because it's 24

Speaker:

seven it's always working for you,

Speaker:

so it's worth making an investment.

Speaker:

Yes, I agree.

Speaker:

Just don't think,

Speaker:

if you're looking at building and you're hearing what Lindsay's saying

Speaker:

about the monthly charges and all of that,

Speaker:

the whole point is to invest so that you're going to

Speaker:

make money,

Speaker:

not just that you're throwing money out And a website really

Speaker:

is an investment for the long game.

Speaker:

You can't expect a quick return,

Speaker:

but as you build your audience and you direct traffic to

Speaker:

it and you increase marketing efforts,

Speaker:

your website will be that best sales person for your business.

Speaker:

It's just you're in it for the long game when you

Speaker:

have a website.

Speaker:

Yup. And when you do it right then when someone purchases,

Speaker:

you have that customer information so then you work on retaining

Speaker:

that customer.

Speaker:

Repeat sales.

Speaker:

Yes. Beautiful.

Speaker:

Okay, Lindsey.

Speaker:

Excellent. I am so excited about this episode because I wasn't

Speaker:

expecting us to like put together brands for people like I

Speaker:

love that part of the is great.

Speaker:

I love that almost the very most of everything,

Speaker:

But in terms of what we need to be including on

Speaker:

the websites,

Speaker:

that's so helpful.

Speaker:

So I really appreciate that.

Speaker:

And in exchange,

Speaker:

I would like to offer you a virtual gift.

Speaker:

This is a magical box containing unlimited possibilities for your future.

Speaker:

So this is your dream or your goal of almost unreachable

Speaker:

Heights that you would wish to abstain.

Speaker:

So this is for yourself personally or your business or wherever

Speaker:

you want to go with this.

Speaker:

Lindsey, please accept this gift and open it in our presence.

Speaker:

What's inside your box?

Speaker:

So the contents of this box is a bigger Verdian code.

Speaker:

So Verity and co is my business right now and I

Speaker:

can see it becoming bigger.

Speaker:

So more people to help with design,

Speaker:

more people to help with the websites and more people to

Speaker:

help with this messaging so we can serve more makers and

Speaker:

more product businesses,

Speaker:

more service based businesses in a way that helps these brands

Speaker:

create and maintain impact and legacy.

Speaker:

So all the things,

Speaker:

my brain is like swirling thinking about this,

Speaker:

like this content of this box.

Speaker:

Yay. All the things,

Speaker:

all the things.

Speaker:

Yes. Wonderful.

Speaker:

And there's white space in there too.

Speaker:

Yes. That's your brain.

Speaker:

Yes. I think that's why I resonate with you so much

Speaker:

because I like all the white space too.

Speaker:

I like the color,

Speaker:

but the light and airy,

Speaker:

white, Yes.

Speaker:

And honestly white space also is like a part of my

Speaker:

life. I don't want my business to be all consuming and

Speaker:

I really want to create a business that fits into my

Speaker:

life, so into the white space of my life.

Speaker:

And I know a lot of listeners and a lot of

Speaker:

businesses and entrepreneurs can relate to that instead of becoming so

Speaker:

consumed with your business,

Speaker:

you want it to in a way serve you so you

Speaker:

can serve other people better.

Speaker:

Does that make sense?

Speaker:

That makes a lot of sense.

Speaker:

Yeah. So that's kind of how I see the growth of

Speaker:

my business happening side-by-side in tandem with like white space in

Speaker:

my life.

Speaker:

Love it.

Speaker:

And in my family.

Speaker:

Yeah. And when you keep an eye on that concept,

Speaker:

then you just kind of like,

Speaker:

you protect that and you build it in as you were

Speaker:

just talking about.

Speaker:

Yes. That's the goal.

Speaker:

It doesn't always happen,

Speaker:

but it's the goal.

Speaker:

Wonderful. Okay.

Speaker:

So on the show notes page,

Speaker:

we're going to have all of your social media contacts to

Speaker:

your link to your website,

Speaker:

et cetera.

Speaker:

But if you were to send somebody to one location so

Speaker:

they could learn more about you,

Speaker:

where would that be?

Speaker:

That would be my website,

Speaker:

which is Verity and co.com

Speaker:

you can learn about my services about me as a person.

Speaker:

I have a couple of freebies on there.

Speaker:

So as a gift to the listeners they can download a

Speaker:

free training on five writing strategies to write a better website.

Speaker:

So if they are really feeling bogged down with the content

Speaker:

of the website that they're working on or might work on

Speaker:

in the future.

Speaker:

This is an email training that will help with writing all

Speaker:

that content.

Speaker:

Oh my gosh,

Speaker:

that is,

Speaker:

thank you.

Speaker:

Yes. So give biz listeners.

Speaker:

I already told you how much I love her website so

Speaker:

you just have to go over no matter what and take

Speaker:

a look at her style and the design and all that

Speaker:

and then go look for that freebie cause I know it'll

Speaker:

help you out.

Speaker:

I'm going to go look for it.

Speaker:

You'll see a download from me very shortly.

Speaker:

It's at the bottom of the homepage so you don't have

Speaker:

to go far.

Speaker:

Okay, wonderful.

Speaker:

Perfect. Lindsay,

Speaker:

thank you so much.

Speaker:

I really appreciate you taking the time,

Speaker:

sharing your knowledge.

Speaker:

You've given us some great direction here that I know is

Speaker:

going to help everybody.

Speaker:

So on behalf of me and my listeners,

Speaker:

thank you so much for being on the show.

Speaker:

Thanks so much for having me.

Speaker:

See what it was.

Speaker:

A pleasure and an honor.

Speaker:

Oh my gosh,

Speaker:

you guys.

Speaker:

I seriously had no idea where this interview was going to

Speaker:

go and I'm smiling here right now about all the fabulously

Speaker:

actionable information we covered in this episode with Lindsey's direction.

Speaker:

You can now create your very own brand portfolio today.

Speaker:

If you need to listen to this all over again with

Speaker:

a pen and paper in hand.

Speaker:

All the links will be in the show notes page over

Speaker:

at gift biz,

Speaker:

unwrapped.com forward slash Verity and co,

Speaker:

so that's gift biz on rap.com

Speaker:

forward slash V E R I T Y.

Speaker:

A, N,

Speaker:

D, C.

Speaker:

O. Compare that website list against what you already have up

Speaker:

or use it as a guideline as you're bidding on and

Speaker:

building your own site and since it's summer,

Speaker:

this is really a great time to get your online presence

Speaker:

the best that it can possibly be.

Speaker:

As we head into the holiday season.

Speaker:

We were also talking near the end about the fact that

Speaker:

one to build your website,

Speaker:

you still need to talk about it and lead people over

Speaker:

there. Up next week I'm bringing onto the podcast someone who

Speaker:

specializes in email marketing and running a proper email marketing campaign

Speaker:

leads people directly over to your website so these two episodes

Speaker:

play hand in hand.

Speaker:

Definitely make sure to join us again next week to ensure

Speaker:

that this happens.

Speaker:

Go over and subscribe to the show on iTunes.

Speaker:

That way you definitely won't miss it and until then make

Speaker:

it a great one.

Speaker:

Bye for now.

Speaker:

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