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Are you tired of feeling overwhelmed by the complexities of building a brand that truly resonates? You're not alone, and this episode is here to guide you through the essentials of creating a brand that people know, like, and trust.

In this episode Krisstina sits down with Seth Spears, a marketing expert with a rich history in digital marketing and brand building. Seth shares his journey from a rebellious, homeschooled child to a successful entrepreneur who co-founded the renowned Wellness Mama brand. His insights into the evolution of brand building and the importance of maintaining quality and authenticity are invaluable for anyone looking to make a lasting impact.

In this episode, we explore the timeless principles of marketing that remain relevant today, despite the ever-changing digital landscape. Seth discusses the significance of brand consistency, quality differentiation, and the power of word-of-mouth marketing. We also touch on the challenges of modern marketing, including the rise of influencers and the necessity of ad budgets in today's crowded marketplace.

If you're ready to transform your approach to brand building and marketing, click to listen and discover how to make your brand stand out in a sea of sameness. Don't miss this opportunity to learn from a true marketing genius!

Upcoming Workshop

If you're looking for more ways to elevate your life and business, join me for my FREE annual Goal Setting & Business Planning Workshop, a half-day, hands-on session where you’ll learn the exact system I use to design a life and business that truly align. This is not just a learning experience—it’s a doing workshop, where you’ll leave with a clear plan and actionable steps for a business that produces profits that fully support the life you want. Register HERE: https://fullcast.co/ww-gsw

Key Takeaways

0:00 Intro

6:25 Seath Spears' College Experience

12:43 Entrepreneurial Beginnings

19:45 Building Wellness Mama

25:05 Brand Building and Consistency

32:09 Challenges in Modern Marketing

40:15 Wellness Products and Quality

47:43 Balancing Business and Life

54:52 Myth Busting in Health

Memorable Quotes

"People do business with those they know, like, and trust. Your brand is everything you stand for—the look, feel, touch, taste, smell, and the feeling someone gets when they interact with it."

"I've always been intrinsically curious, questioning why things are the way they are. The status quo just didn't work for me."

"My formula for success has been to do the right things long enough consistently. It's the principle of compounding, whether in business, branding, marketing, or wealth building."

"Health starts in the mouth. We're inundated with toxins daily, so it's crucial to reduce the toxic load our bodies face."

"We already have what we want, but we think we have to do more to get somewhere else. What if it's not about more? What if it's about less?"

Resources Mentioned

Wellness Mama- https://wellnessmama.com

Wellnesse - https://wellnesse.com

Jeff Walker's Product Launch Formula - https://productlaunchformula.com

Seth Godin's "Purple Cow" - https://amzn.to/41C0Bi1

Oura Ring - https://ouraring.com

Whoop - https://www.whoop.com

Connect with Krisstina

Website - https://wealthywellthy.life/

Instagram - https://www.instagram.com/krisstinawise

YouTube - https://www.youtube.com/@krisstinawise

Krisstina's Book, Falling For Money - https://www.amazon.com/dp/0692560904/

🎙️

Podcast Production & Marketing by FullCast

Seath Spears: 00:00:00

People do business with those that they know like

Seath Spears: 00:00:01

and trust. And so whenever you're building a

Seath Spears: 00:00:04

brand, your brand is everything that you stand

Seath Spears: 00:00:08

for. It is the look, the feel, the touch, the

Seath Spears: 00:00:11

taste, the smell, the feeling that someone gets

Seath Spears: 00:00:14

when they see it and interact. If you see the

Seath Spears: 00:00:16

Apple logo, it doesn't matter what it is. Maybe

Seath Spears: 00:00:18

it's a big company, maybe it's a small one, but

Seath Spears: 00:00:20

it all is a feeling that you're getting an

Seath Spears: 00:00:22

association that you have with it. So I think

Seath Spears: 00:00:25

brand building is really important, and this is

Seath Spears: 00:00:27

something that's changed for me over the years.

Seath Spears: 00:00:29

Back when I was very into the digital space, it

Seath Spears: 00:00:32

was more, let's just build something to sell, and

Seath Spears: 00:00:36

it's all about the quality of what it is. And

Seath Spears: 00:00:38

while I still agree with that, I think that

Seath Spears: 00:00:41

building a brand that is more sustainable over

Seath Spears: 00:00:43

the long term.

Krisstina Wise: 00:00:46

Hello and welcome back to the Wealthy Wealthy

Krisstina Wise: 00:00:48

podcast, where we explore the intersection of

Krisstina Wise: 00:00:50

wealth, health, and entrepreneurship. I'm your

Krisstina Wise: 00:00:52

host, Christina Wise, and today I'm thrilled to

Krisstina Wise: 00:00:54

have Chris Miles with us. Chris is a financial

Krisstina Wise: 00:00:57

expert who has navigated the complexities of

Krisstina Wise: 00:00:59

wealth creation, and he's here to share his

Krisstina Wise: 00:01:02

insights. In this episode, we dive into the myths

Krisstina Wise: 00:01:04

surrounding traditional finance advice and

Krisstina Wise: 00:01:07

explore alternative strategies for building

Krisstina Wise: 00:01:09

wealth. Chris shares his personal journey from

Krisstina Wise: 00:01:11

being a financial advisor to discovering the

Krisstina Wise: 00:01:13

power of real estate and passive income. He

Krisstina Wise: 00:01:16

reveals how breaking away from conventional

Krisstina Wise: 00:01:18

wisdom and embracing a mindset of stewardship and

Krisstina Wise: 00:01:20

financial education can lead to true financial

Krisstina Wise: 00:01:23

freedom. If you've ever felt trapped in the rat

Krisstina Wise: 00:01:25

race or question the effectiveness of mainstream

Krisstina Wise: 00:01:27

financial advice advice, this conversation is for

Krisstina Wise: 00:01:30

you. Kris offers a fresh perspective on how to

Krisstina Wise: 00:01:33

make your money work for you, leveraging tools

Krisstina Wise: 00:01:35

like real estate and whole life insurance to

Krisstina Wise: 00:01:37

create lasting wealth. For those eager to take

Krisstina Wise: 00:01:39

control of their financial future, Chris's story

Krisstina Wise: 00:01:42

and strategies provide a roadmap to success. But

Krisstina Wise: 00:01:45

before we jump into this uninterrupted

Krisstina Wise: 00:01:47

conversation with Chris, here's a few updates on

Krisstina Wise: 00:01:50

what's happening in my world. Seth Spears,

Krisstina Wise: 00:01:53

welcome to the Wealthy Wealthy podcast.

Seath Spears: 00:01:55

Hi. Glad to be here.

Krisstina Wise: 00:01:57

I'm excited. We've been on the schedule for a

Krisstina Wise: 00:02:00

while and I've been really looking forward to

Krisstina Wise: 00:02:01

this and there's so many directions I want to

Krisstina Wise: 00:02:04

take. Our conversation today and you and I, I

Krisstina Wise: 00:02:07

guess, how do we know each other? Just really

Krisstina Wise: 00:02:08

through the wellness community?

Seath Spears: 00:02:10

I think so. Maybe through J.J. or mindshare?

Seath Spears: 00:02:13

Yeah, I think just overlapping segments of

Seath Spears: 00:02:17

contacts, I think.

Krisstina Wise: 00:02:18

I think so. And I just, I love your journey.

Krisstina Wise: 00:02:21

You're such just a brilliant businessman, but

Krisstina Wise: 00:02:24

really Humble and. And committed not only to

Krisstina Wise: 00:02:28

business growth, but personal growth and

Krisstina Wise: 00:02:31

spiritual growth. So there's just so many things

Krisstina Wise: 00:02:33

I really admire about you, Your work, and your

Krisstina Wise: 00:02:35

journey. Starting us out. What's a little Seth

Krisstina Wise: 00:02:39

journey? Tell us a little backstory. Like, even

Krisstina Wise: 00:02:42

growing up, have you always been a little

Krisstina Wise: 00:02:44

entrepreneurial and curious or is.

Seath Spears: 00:02:46

You know, when I look back, like, on childhood, I

Seath Spears: 00:02:50

was always a little bit rebellious. The phrase

Seath Spears: 00:02:53

because I said so was never an answer that I

Seath Spears: 00:02:56

accepted. And unfortunately, I heard that a lot

Seath Spears: 00:02:59

from my parents, and that wasn't good enough for

Seath Spears: 00:03:01

me. You know, I've always just been intrinsically

Seath Spears: 00:03:04

curious and wanted to know why things are the way

Seath Spears: 00:03:07

they are, why the world works the way it does,

Seath Spears: 00:03:10

why. Why is the sky blue, you know, and the

Seath Spears: 00:03:14

status quo just didn't work for me. Something

Seath Spears: 00:03:17

that a lot of people may not know about me is

Seath Spears: 00:03:19

that I was homeschooled from kindergarten all the

Seath Spears: 00:03:21

way through high school. And so I think that

Seath Spears: 00:03:25

really helped me question a lot of things, just

Seath Spears: 00:03:28

the way things are. And I don't think it was

Seath Spears: 00:03:30

necessarily what my parents intended. They were

Seath Spears: 00:03:33

pretty controlling and very religious and were

Seath Spears: 00:03:36

trying to protect me from all the bad influences

Seath Spears: 00:03:38

out there in the world more than just to get a

Seath Spears: 00:03:40

better education. But by so doing that, it really

Seath Spears: 00:03:43

made me question so many different things. Their

Seath Spears: 00:03:45

beliefs, you know, just the status quo things,

Seath Spears: 00:03:47

the way the world works, whether that's education

Seath Spears: 00:03:49

or business or religion or anything. So I think

Seath Spears: 00:03:54

I've always kind of had that provocateur type of

Seath Spears: 00:03:57

attitude of just wanting to know what makes

Seath Spears: 00:04:00

things and people tick.

Krisstina Wise: 00:04:02

I love that. Wow. Homeschooled. So that was. That

Krisstina Wise: 00:04:05

was not a thing back in. Back in the day.

Seath Spears: 00:04:09

I grew up in Kentucky, and I believe I was the

Seath Spears: 00:04:11

first or second person in the modern age to. To

Seath Spears: 00:04:15

start off being homeschooled at kindergarten. I

Seath Spears: 00:04:18

think there was only, like, one other person at

Seath Spears: 00:04:20

the time who was being homeschooled. It was. This

Seath Spears: 00:04:23

is, like, 1984, so a long time ago. Like, it was.

Seath Spears: 00:04:28

It was so new that the fire department had to

Seath Spears: 00:04:30

come out and approve our home, that it was safe

Seath Spears: 00:04:34

to. For kids to go to school in.

Krisstina Wise: 00:04:37

Wow. And were you homeschooled with siblings?

Seath Spears: 00:04:40

Yeah, I'm the oldest of six kids, and all of them

Seath Spears: 00:04:41

were homeschooled as well.

Krisstina Wise: 00:04:44

All right, so when did you enter any type of

Krisstina Wise: 00:04:47

formal education?

Seath Spears: 00:04:49

My freshman year of college would have been the

Seath Spears: 00:04:53

first time.

Krisstina Wise: 00:04:54

And how was that experience? Like, how did it go?

Krisstina Wise: 00:04:56

Like, was it just, like, big eye opening? Like,

Krisstina Wise: 00:04:59

because I grew up In a small town, it wasn't

Krisstina Wise: 00:05:01

homeschooled, but I mean, my town didn't even

Krisstina Wise: 00:05:03

have a stoplight. It was so rural and small. And

Krisstina Wise: 00:05:06

that was my world. I'd never even been outside of

Krisstina Wise: 00:05:09

my town for those 18 years I went to college. I'm

Krisstina Wise: 00:05:11

like, wow, oh my God. I mean, it was just like

Krisstina Wise: 00:05:15

arrived on another planet. Was it similar for you?

Seath Spears: 00:05:18

You know, I didn't grow up in a. Necessarily a

Seath Spears: 00:05:19

small town was Bowling Green, Kentucky, and at

Seath Spears: 00:05:22

the time it was about 50,000 people. So it was. I

Seath Spears: 00:05:24

mean, it was small compared to like a big

Seath Spears: 00:05:27

metropolitan city. But it was more. I constantly

Seath Spears: 00:05:31

felt growing up that I was like, held back

Seath Spears: 00:05:34

socially because I had to struggle and fight for

Seath Spears: 00:05:37

anything that I wanted to do, whether that was

Seath Spears: 00:05:39

any type of social activity or playing sports or

Seath Spears: 00:05:41

anything, because my parents were so

Seath Spears: 00:05:43

overprotective in a lot of ways. So I remember my

Seath Spears: 00:05:47

first night in the dorms. I'm laying in my bottom

Seath Spears: 00:05:49

bunk looking up and like, oh my God, I'm free.

Seath Spears: 00:05:54

And it was just like this great sense of relief.

Seath Spears: 00:05:55

And so it was really amazing. It's still one of

Seath Spears: 00:05:57

my. One of my best memories of just realizing,

Seath Spears: 00:06:01

oh, I can do whatever I want now. I'm not under

Seath Spears: 00:06:04

the thumb of someone else. So I think the biggest

Seath Spears: 00:06:08

challenge that I had in college was learning to

Seath Spears: 00:06:10

take notes, because I'd never had to do that

Seath Spears: 00:06:12

before. Sitting in class, that wasn't a big deal.

Seath Spears: 00:06:14

And I always enjoyed learning. I've always been a

Seath Spears: 00:06:16

voracious reader. But the process of taking notes

Seath Spears: 00:06:20

when a professor is talking, that was really

Seath Spears: 00:06:23

challenging. And I'm still not a good note taker

Seath Spears: 00:06:24

to this day.

Krisstina Wise: 00:06:26

Was there rebellion? Like, did you rebel against

Krisstina Wise: 00:06:28

the really strict upbringing and then did that

Krisstina Wise: 00:06:31

rebellion turn you into an entrepreneur? Or was

Krisstina Wise: 00:06:33

it just.

Seath Spears: 00:06:34

Yeah, I mean, in college, I mean, I partied a

Seath Spears: 00:06:37

lot, but I was always in control. I wasn't like a

Seath Spears: 00:06:40

lot of my friends that were had been raised super

Seath Spears: 00:06:42

strictly who grew up Catholic and went to a

Seath Spears: 00:06:44

Catholic university. So I mean, it was. It was

Seath Spears: 00:06:47

pretty religiously oriented, but I had a lot of

Seath Spears: 00:06:50

friends that they partied a hell of a lot harder

Seath Spears: 00:06:52

than me and just like went balls to the wall all

Seath Spears: 00:06:54

the time. I was mostly in control. So while I

Seath Spears: 00:06:57

partied hard and had a lot of fun, it wasn't like

Seath Spears: 00:07:00

I just went off the deep end and just flunked out

Seath Spears: 00:07:02

or anything like that. I mean, I always made sure

Seath Spears: 00:07:04

that I got my. Got my studying done, went to

Seath Spears: 00:07:06

class, and with some exceptions here or there,

Seath Spears: 00:07:08

And I was not a great student. I loved to learn,

Seath Spears: 00:07:11

but I didn't like the process of education. So I

Seath Spears: 00:07:14

think I learned early on in college that grades

Seath Spears: 00:07:18

don't really matter, that it's all about the

Seath Spears: 00:07:21

experiences you have, the people that you meet.

Seath Spears: 00:07:24

And I got really disenfranchised. I think it was

Seath Spears: 00:07:28

my sophomore, maybe junior year, had a history

Seath Spears: 00:07:31

course and it was the midterm, and it was all

Seath Spears: 00:07:34

essay based. And so I'm going through it. I'm

Seath Spears: 00:07:36

like, oh, I know this material really well. And

Seath Spears: 00:07:38

so I went through and completed it. And I got a C

Seath Spears: 00:07:42

on the, on the midterm. And I went to the

Seath Spears: 00:07:43

professor and I was like, what's going on? I feel

Seath Spears: 00:07:46

like I got everything right. He's like, yeah, you

Seath Spears: 00:07:47

did, but you just didn't write enough. I didn't

Seath Spears: 00:07:51

write enough. Okay, so was there an amount that,

Seath Spears: 00:07:55

like, a number of words? He's like, no, you just

Seath Spears: 00:07:57

need to expand on it more. Like, okay, well then,

Seath Spears: 00:07:59

so I can understand. Tell me, how much more do I

Seath Spears: 00:08:01

need to expand? So it's like, I need to

Seath Spears: 00:08:04

understand that you really get this and you're

Seath Spears: 00:08:06

going through the thought process of it. Like,

Seath Spears: 00:08:08

okay, but I got every answer right. I jumped

Seath Spears: 00:08:11

through the hoops, I did the dog and pony show,

Seath Spears: 00:08:13

and now you're telling me it's not right. But you

Seath Spears: 00:08:15

can't give me a clearly defined answer of what

Seath Spears: 00:08:18

constitutes success here. And he wouldn't change

Seath Spears: 00:08:20

the grade. And I'm like, okay, you know what?

Seath Spears: 00:08:23

This is worthless. What's the point? So, and I

Seath Spears: 00:08:27

kind of look at a lot of things like that, of if

Seath Spears: 00:08:30

something doesn't make sense logically, then I'm

Seath Spears: 00:08:31

not going to follow those rules. Because if I

Seath Spears: 00:08:34

can't wrap my head around the reason for doing

Seath Spears: 00:08:36

something and just going through the motions

Seath Spears: 00:08:38

because that's the way we've always done it.

Seath Spears: 00:08:40

That's not good enough. That doesn't work. So

Seath Spears: 00:08:41

let's look at a different and better way.

Krisstina Wise: 00:08:44

Well, I'd venture to say that really is the

Krisstina Wise: 00:08:46

entrepreneurial mindset is the static flow,

Krisstina Wise: 00:08:49

doesn't make sense. Why are we doing it this way?

Krisstina Wise: 00:08:51

I need to challenge it. I'm just not going to

Krisstina Wise: 00:08:53

follow what's been told and let me be curious and

Krisstina Wise: 00:08:57

invent and is there something else? And can I

Krisstina Wise: 00:08:59

create a better way? So did your entrepreneurial

Krisstina Wise: 00:09:02

journey begin right after college or take us,

Krisstina Wise: 00:09:05

weave us through college.

Seath Spears: 00:09:06

When I was in high school, my parents got

Seath Spears: 00:09:09

involved with the multilevel marketing business,

Seath Spears: 00:09:12

and it was in the health space. And so they had

Seath Spears: 00:09:15

these really fantastic health and wellness

Seath Spears: 00:09:18

products, primarily like vitamins supplements and

Seath Spears: 00:09:21

water filters and ear filters and things like

Seath Spears: 00:09:22

that. And. But they also had a marketing arm, and

Seath Spears: 00:09:26

that's where I was really interested in, because

Seath Spears: 00:09:28

it was like, okay, there's great products, but

Seath Spears: 00:09:30

unless you can figure out a way to sell them,

Seath Spears: 00:09:32

then it doesn't really matter. So I got really

Seath Spears: 00:09:34

interested in marketing then. And so that was one

Seath Spears: 00:09:36

of the impetus for why I went to college as a

Seath Spears: 00:09:38

business major. So I graduated with a degree of

Seath Spears: 00:09:40

business administration with a concentration in

Seath Spears: 00:09:43

marketing. And the sole reason was because I

Seath Spears: 00:09:46

think I was like 16 at the time when my parents

Seath Spears: 00:09:48

were working on with that company. And so that

Seath Spears: 00:09:51

really opened my eyes to what marketing is and

Seath Spears: 00:09:53

how important it is. So I would say that was kind

Seath Spears: 00:09:56

of my first foray into anything entrepreneurial

Seath Spears: 00:09:58

or business related. But then after college, I

Seath Spears: 00:10:04

took a year off on bartending, a way to take. And

Seath Spears: 00:10:06

I paid my way through school, bartending and just

Seath Spears: 00:10:09

trying to make as much cash as I could so I

Seath Spears: 00:10:11

didn't have to take on a lot of student debt and

Seath Spears: 00:10:13

all that. And then I moved back home for a year,

Seath Spears: 00:10:17

continued to do that, and then the next summer I

Seath Spears: 00:10:22

ended up walking across the country for a

Seath Spears: 00:10:24

nonprofit, just trying to figure out what I was

Seath Spears: 00:10:27

going to do with my life, and ended up meeting

Seath Spears: 00:10:31

someone who became my wife at the time, and then

Seath Spears: 00:10:35

moved to Nashville shortly thereafter and got a

Seath Spears: 00:10:37

job with a university as the assistant director

Seath Spears: 00:10:40

of admissions. And then that kind of led me down

Seath Spears: 00:10:43

an entrepreneurial path from there when I got

Seath Spears: 00:10:44

burnt out with working for someone else.

Krisstina Wise: 00:10:49

So you quit probably the day job, and was it you

Krisstina Wise: 00:10:54

and Katie, Your. Your wife at the time? What was

Krisstina Wise: 00:10:58

the entrepreneurial move? Was it. I mean, you

Krisstina Wise: 00:11:01

started in the health space? Like, what was the

Krisstina Wise: 00:11:04

transition from going from where you were to

Krisstina Wise: 00:11:06

creating this whole new idea that clearly has

Krisstina Wise: 00:11:09

blown up and done very well? Talk about that in a

Krisstina Wise: 00:11:11

minute.

Seath Spears: 00:11:12

Yeah, so there's actually a couple things that

Seath Spears: 00:11:13

came before all of that. And one, I got into real

Seath Spears: 00:11:16

estate investing. So my father had been in real

Seath Spears: 00:11:19

estate for many years, just investing, flipping

Seath Spears: 00:11:21

properties, fix and flips, buy and hold rentals,

Seath Spears: 00:11:25

things like that. And so I went through some

Seath Spears: 00:11:27

training on that, like, oh, it's a great

Seath Spears: 00:11:29

opportunity. So this is 2007. So ended up

Seath Spears: 00:11:32

dabbling in that. And you know what happened

Seath Spears: 00:11:34

shortly thereafter. So the whole market kind of

Seath Spears: 00:11:37

crashed. And so I got out of that with the. I

Seath Spears: 00:11:41

didn't lose any money, but I did not make the

Seath Spears: 00:11:43

hundreds of thousands that I was Expecting to,

Seath Spears: 00:11:45

but I bought really well on some properties and

Seath Spears: 00:11:47

was able to get out from under those. So that was

Seath Spears: 00:11:49

kind of my first foray into entrepreneurship, I

Seath Spears: 00:11:51

guess. And then from there, because I was working

Seath Spears: 00:11:54

in collegiate admissions and I had a background

Seath Spears: 00:11:56

in homeschooling, I saw an opportunity where the

Seath Spears: 00:11:59

skill set that I had in my background where I

Seath Spears: 00:12:01

could help homeschool students prepare for

Seath Spears: 00:12:03

college. Because most students, they don't really

Seath Spears: 00:12:06

know what all they need to do, but most high

Seath Spears: 00:12:08

school students, most of the parents don't

Seath Spears: 00:12:10

either, at least at the time. And so I'm like,

Seath Spears: 00:12:13

well, I can do consulting for them and I can. I

Seath Spears: 00:12:15

went through Jeff Walker's product launch formula

Seath Spears: 00:12:18

and like, okay, I can create a whole course

Seath Spears: 00:12:20

around this and consult and everything. So my

Seath Spears: 00:12:23

first foray, I created a company called

Seath Spears: 00:12:25

Homeschool College Counselor and built out a

Seath Spears: 00:12:28

website and create a program for it and like

Seath Spears: 00:12:31

email, opt ins and kind of the whole digital

Seath Spears: 00:12:33

marketing thing. And I launched that. I did some

Seath Spears: 00:12:39

consulting and speaking and quickly realized that

Seath Spears: 00:12:42

just because there's an opportunity here, if the

Seath Spears: 00:12:46

target audience doesn't know that it's something

Seath Spears: 00:12:48

that they need, then it's really hard to sell it

Seath Spears: 00:12:49

to them. So it was around that same time that I

Seath Spears: 00:12:54

left that job where I was living in Nashville,

Seath Spears: 00:12:57

Tennessee at the time as the assistant director

Seath Spears: 00:12:59

of admissions for a small little liberal arts

Seath Spears: 00:13:01

college there. And then I went and did that and

Seath Spears: 00:13:05

then around the same time I had some friends who

Seath Spears: 00:13:07

were starting businesses and some family and

Seath Spears: 00:13:09

like, hey Seth, so you just built a website for

Seath Spears: 00:13:10

yourself. Could you help me do that? Like, okay,

Seath Spears: 00:13:14

sure, why not? So I kind of started dabbling in

Seath Spears: 00:13:17

website design and then one thing led to another

Seath Spears: 00:13:20

and so I started a boutique digital marketing

Seath Spears: 00:13:21

agency just doing website design and then SEO and

Seath Spears: 00:13:25

social media. And it was around that same time

Seath Spears: 00:13:28

where Katie, my now ex wife, she had been a

Seath Spears: 00:13:31

journalism major in college and then had gone

Seath Spears: 00:13:34

back to school for nutrition. And so I saw the

Seath Spears: 00:13:38

power of self publishing where this is when blogs

Seath Spears: 00:13:40

are really just taking off. And I've been

Seath Spears: 00:13:42

dabbling in those for many years. I'd always been

Seath Spears: 00:13:45

kind of a tech early adopter and so I convinced

Seath Spears: 00:13:47

her to start a blog. And originally that was

Seath Spears: 00:13:48

supposed to be a political blog because we were

Seath Spears: 00:13:50

both kind of somewhat interested in politics at

Seath Spears: 00:13:51

the time and so, and she was a great writer and

Seath Spears: 00:13:55

but she pushed back and like, I don't think I

Seath Spears: 00:13:57

want to write about politics. I think I'll just

Seath Spears: 00:13:59

get too cynical and burnt out. Um, you know, I'm

Seath Spears: 00:14:01

really enjoying What I'm saying about nutrition

Seath Spears: 00:14:03

and figuring out my own health issues and trying

Seath Spears: 00:14:05

to figure out how to be healthier for a family.

Seath Spears: 00:14:07

So I think I'd rather just document kind of my

Seath Spears: 00:14:09

journey on what I'm doing there. I'm like, okay,

Seath Spears: 00:14:11

sure. So I built around a site, and then I used

Seath Spears: 00:14:14

that as a testing ground for my paying clients,

Seath Spears: 00:14:16

and that site became wellnessmama.com which grew

Seath Spears: 00:14:19

to become one of the most popular health and

Seath Spears: 00:14:20

wellness websites, blogs, and podcasts,

Seath Spears: 00:14:23

specifically for moms in the Altimana space.

Krisstina Wise: 00:14:26

What I. What I listen there is that when you kind

Krisstina Wise: 00:14:29

of stumbled into this next thing and realized,

Krisstina Wise: 00:14:31

like, hey, I'm. I'm actually pretty good at this.

Krisstina Wise: 00:14:34

And this sounds like it was 2008, 9, 10, when

Krisstina Wise: 00:14:37

blogging was really starting to become popular,

Krisstina Wise: 00:14:39

and SEO and the Internet was now more mainstream

Krisstina Wise: 00:14:42

as opposed to, you know, something newer that

Krisstina Wise: 00:14:45

was, you know, closer to the 2000s. But what I

Krisstina Wise: 00:14:49

hear there is an expertise like Katie was this

Krisstina Wise: 00:14:53

expert in. She was a great writer. So the skill

Krisstina Wise: 00:14:55

of writing, but writing and then writing about

Krisstina Wise: 00:15:00

health stuff, target audience mamas, and then

Krisstina Wise: 00:15:04

really connecting that with marketing and all

Krisstina Wise: 00:15:08

the, you know, website marketing, SEO keywords,

Krisstina Wise: 00:15:11

all the things, and mashing those two together

Krisstina Wise: 00:15:14

was the success formula.

Seath Spears: 00:15:17

Very much so. You know, going back to what we

Seath Spears: 00:15:19

were talking about earlier, as far as thinking

Seath Spears: 00:15:22

outside the box and looking at how things are

Seath Spears: 00:15:23

done and doing it differently in the health

Seath Spears: 00:15:26

space, nobody had really focused on some of these

Seath Spears: 00:15:28

digital marketing principles. And because I had

Seath Spears: 00:15:31

gone really deep on everything digital marketing

Seath Spears: 00:15:33

and followed all the gurus, Jeff Warhor, Frank

Seath Spears: 00:15:36

Kern, Evan Pagan, you know, all of these guys are

Seath Spears: 00:15:39

kind of the OGs in the digital marketing realm.

Seath Spears: 00:15:42

And because, like, I, with what I was trying to

Seath Spears: 00:15:45

launch originally in the homeschool space, and I

Seath Spears: 00:15:47

was trying to apply those principles and then

Seath Spears: 00:15:50

like, oh, we can do this in the health space too.

Seath Spears: 00:15:52

And then because I was working in the digital

Seath Spears: 00:15:54

marketing space, in the boutique agency that I

Seath Spears: 00:15:56

started, I was working with a lot of local

Seath Spears: 00:15:58

businesses. So a lot of plumbers and doctors,

Seath Spears: 00:16:00

attorneys, you know, mom and pop shops and things

Seath Spears: 00:16:03

like that. And that was a lot easier to rank for

Seath Spears: 00:16:05

from an SEO perspective. And so I just applied a

Seath Spears: 00:16:08

lot of those same things. So we're doing on a

Seath Spears: 00:16:10

more macro level in the health space. And it

Seath Spears: 00:16:13

really was the perfect storm because we were in

Seath Spears: 00:16:15

the right place at the right time, for sure, and

Seath Spears: 00:16:17

just kind of saw the trends, what it was doing. I

Seath Spears: 00:16:19

had a skill set, she had a skill set, and it was

Seath Spears: 00:16:21

the marriage of those Two that really helped it

Seath Spears: 00:16:24

to grow. And I've always been a big fan of hobby

Seath Spears: 00:16:28

bloggers. So they were super popular kind of in

Seath Spears: 00:16:31

the digital marketing space, but not the same

Seath Spears: 00:16:34

direct response style. It was more really good

Seath Spears: 00:16:37

content and teaching people how to do things and

Seath Spears: 00:16:39

using social media and a little bit of SEO as

Seath Spears: 00:16:42

well. And so it was. I thought it was a more

Seath Spears: 00:16:44

ethical approach than some of the more direct

Seath Spears: 00:16:47

response. Let's just do a launch and sell and

Seath Spears: 00:16:49

then that's it. It was more of an ongoing

Seath Spears: 00:16:51

interaction with the community and building an

Seath Spears: 00:16:53

audience. And so I applied a lot of those

Seath Spears: 00:16:55

principles with what we were doing at Wellness

Seath Spears: 00:16:57

Model, and it worked really well for many years.

Krisstina Wise: 00:17:00

Yeah, good timing. And I'm just so impressed.

Krisstina Wise: 00:17:03

Like, talk about early adoption. You're really

Krisstina Wise: 00:17:05

right there at the beginning of digital

Krisstina Wise: 00:17:07

marketing, when everything was starting to go to

Krisstina Wise: 00:17:08

the web and information marketing and that wasn't

Krisstina Wise: 00:17:11

mainstreamed. People didn't have online programs

Krisstina Wise: 00:17:14

and online coaching and online everything. Like,

Krisstina Wise: 00:17:17

now it's ubiquitous. It's kind of the standard

Krisstina Wise: 00:17:19

model. But you were there before that curve. So

Krisstina Wise: 00:17:24

how'd you stumble? Even like you said, the OGs of

Krisstina Wise: 00:17:27

digital marketing and Frank Kern, Jeff Walker,

Krisstina Wise: 00:17:30

like you said, Evan Pagan, how'd you stumble

Krisstina Wise: 00:17:34

across those guys? Like, they weren't. I mean,

Krisstina Wise: 00:17:36

that was kind of fringe. It wasn't really well

Krisstina Wise: 00:17:39

known.

Seath Spears: 00:17:41

Great question. Trying to think back. I've always

Seath Spears: 00:17:46

been a voracious reader and learner, and if I'm

Seath Spears: 00:17:48

interested in something, I'll just go down rabbit

Seath Spears: 00:17:50

holes and just Google searches and things like

Seath Spears: 00:17:52

that. And I don't know, I was pretty active on

Seath Spears: 00:17:56

Twitter at the time, and a lot of those guys

Seath Spears: 00:17:58

were. Yeah, I don't even remember, honestly. But,

Seath Spears: 00:18:02

you know, it's like you go down these little

Seath Spears: 00:18:03

rabbit holes and just follow these golden threads

Seath Spears: 00:18:05

and you'd find different people and just kind of

Seath Spears: 00:18:08

start reading their stuff and following what

Seath Spears: 00:18:10

they're doing. And I've never considered myself a

Seath Spears: 00:18:13

creative in like the kind of the traditional

Seath Spears: 00:18:14

creative sense of, like, you have a really

Seath Spears: 00:18:17

beautiful painting behind you and if I see a

Seath Spears: 00:18:19

blank canvas and like, hey, paint something

Seath Spears: 00:18:21

amazing, but I thumbs up. I don't know what to

Seath Spears: 00:18:23

do, but where my skill set is taking bits and

Seath Spears: 00:18:25

pieces from here and here and kind of molding

Seath Spears: 00:18:27

them together and alchemizing it into something

Seath Spears: 00:18:29

different. And that's what I've done throughout

Seath Spears: 00:18:31

my entire business career, is finding things in

Seath Spears: 00:18:35

different areas and using them in whatever I'm

Seath Spears: 00:18:38

focused on. So, for example, taking those

Seath Spears: 00:18:42

principles in the direct response space, those

Seath Spears: 00:18:44

were in the digital marketing space and applying

Seath Spears: 00:18:46

them into the health space, which had never

Seath Spears: 00:18:48

happened before. And now it's like that's

Seath Spears: 00:18:50

everything. And so it doesn't work the same way

Seath Spears: 00:18:52

just because everybody's done it. It's kind of

Seath Spears: 00:18:54

like the copycat marketing. But at the time it

Seath Spears: 00:18:57

was, nobody was doing it. And so when I started

Seath Spears: 00:18:59

getting involved like different masterminds and

Seath Spears: 00:19:01

events, we were like, how are you getting so much

Seath Spears: 00:19:03

traffic? What are you doing? Like we're just

Seath Spears: 00:19:05

selling products or a course or things like that.

Seath Spears: 00:19:07

And for us it was always just about creating

Seath Spears: 00:19:09

really high quality content, optimizing as best

Seath Spears: 00:19:12

we could for SEO, including links, affiliate

Seath Spears: 00:19:15

links in content to products that we, that we

Seath Spears: 00:19:19

really trusted. And because there are so many

Seath Spears: 00:19:22

people, they would just link and sell anything,

Seath Spears: 00:19:24

you know, and it was more we're only going to

Seath Spears: 00:19:26

link to things and promote things that we

Seath Spears: 00:19:28

personally purchase, have tried and can vouch for

Seath Spears: 00:19:31

and that we recommend whether we're making a

Seath Spears: 00:19:33

commission on it or not. And so it was just that

Seath Spears: 00:19:36

level of quality and just a value system that

Seath Spears: 00:19:41

people really saw and respected. And I think

Seath Spears: 00:19:43

that's one of the reasons that it grew so, so

Seath Spears: 00:19:44

fast.

Krisstina Wise: 00:19:45

Yeah, and I would agree with that, that that the

Krisstina Wise: 00:19:48

Wellness Mama brand that you all created, it had

Krisstina Wise: 00:19:50

the quality to it and an authenticity and it

Krisstina Wise: 00:19:54

wasn't just like, hey, we have a big audience.

Krisstina Wise: 00:19:56

We're going to sell things we don't believe in.

Krisstina Wise: 00:19:57

It's always had that, that, I don't know, the,

Krisstina Wise: 00:20:02

your ethics kind of built into that, what you

Krisstina Wise: 00:20:04

really believe in. And, and yeah, it grew fast,

Krisstina Wise: 00:20:07

but it's also, it's sustained also still is, you

Krisstina Wise: 00:20:09

know, one of the, the leading brands. If you're

Krisstina Wise: 00:20:12

anywhere on the Internet, Wellness Mama pops up.

Krisstina Wise: 00:20:15

But I'd say like even the longevity would be

Krisstina Wise: 00:20:18

because you guys have always stood for something.

Seath Spears: 00:20:20

Yeah, I think putting a line in the sand and

Seath Spears: 00:20:23

saying this is what I stand for and these are,

Seath Spears: 00:20:26

this is what I'm going to do, this is what I'm

Seath Spears: 00:20:27

not going to do. That's really important and you

Seath Spears: 00:20:29

know it. It's not nearly as popular as it used to

Seath Spears: 00:20:32

be for when Katie kind of took a hiatus and

Seath Spears: 00:20:34

stepped away and I'm no longer actively involved

Seath Spears: 00:20:36

there. But then also because Google made so many

Seath Spears: 00:20:38

changes with, there's been so many updates and

Seath Spears: 00:20:41

changes especially post Covid and everything

Seath Spears: 00:20:43

where anything health related, they're just

Seath Spears: 00:20:45

ranking the status quo and not looking at

Seath Spears: 00:20:48

alternative viewpoints. I've got a really good

Seath Spears: 00:20:50

friend who, she went through some, some really

Seath Spears: 00:20:55

Challenging health issues with, with her thyroid

Seath Spears: 00:20:57

and some others. And she said to me, this is a

Seath Spears: 00:21:00

few years ago. She's like, if the search engines,

Seath Spears: 00:21:03

the way they rankings now, if they were doing

Seath Spears: 00:21:05

that back in the early 2000 and tens, I'd be dead

Seath Spears: 00:21:10

right now because I wouldn't be able to find the

Seath Spears: 00:21:11

information that I needed to heal my thyroid to

Seath Spears: 00:21:14

get healthy. Because it's all just kind of the

Seath Spears: 00:21:17

Wikipedia law of standard practices. But that

Seath Spears: 00:21:21

doesn't work for so many people. And so I think

Seath Spears: 00:21:24

that's very tellable, you know, and again, we

Seath Spears: 00:21:27

were at the right place at the right time and

Seath Spears: 00:21:28

just questioned everything and looked at the

Seath Spears: 00:21:30

science and some of the alternative viewpoints

Seath Spears: 00:21:32

and things and like, okay, let's just not follow

Seath Spears: 00:21:34

because this is what everyone else is saying.

Seath Spears: 00:21:36

Maybe there's another way.

Krisstina Wise: 00:21:39

Let's talk about that.

Seath Spears: 00:21:40

When.

Krisstina Wise: 00:21:40

Now that, you know, 15 years or so of entering in

Krisstina Wise: 00:21:43

the space early on, what are. And you're, you

Krisstina Wise: 00:21:46

know, for everybody listening, Seth is real, is

Krisstina Wise: 00:21:49

an expert marketer like you are. You are a

Krisstina Wise: 00:21:51

marketing genius. You do it today. You've built

Krisstina Wise: 00:21:54

many brands and have built them really well and

Krisstina Wise: 00:21:59

studied this, been a student of marketing, even

Krisstina Wise: 00:22:01

studying from the greats and now becoming a great

Krisstina Wise: 00:22:03

yourself. Starting off, what are, what are some

Krisstina Wise: 00:22:06

of the marketing principles that are timeless,

Krisstina Wise: 00:22:09

that when you started are still applicable today?

Krisstina Wise: 00:22:12

We'll start there and then we're going to talk

Krisstina Wise: 00:22:13

about the changes. But yeah, what are, what are

Krisstina Wise: 00:22:16

things that just don't change that those that are

Krisstina Wise: 00:22:18

listening that are entrepreneurial trying to

Krisstina Wise: 00:22:20

build businesses or building brands and they just

Krisstina Wise: 00:22:23

can't quite figure out this marketing thing to

Krisstina Wise: 00:22:25

get some traction. What do you say to them?

Seath Spears: 00:22:27

Yeah, that's a really good question. I think at

Seath Spears: 00:22:29

times it could be industry specific. But as far

Seath Spears: 00:22:32

as the things that I always look at, people do

Seath Spears: 00:22:34

business with those that they know like and

Seath Spears: 00:22:35

trust. And so whenever you're building a brand,

Seath Spears: 00:22:39

your brand is everything that you stand for. It

Seath Spears: 00:22:43

is the look, the feel, the touch, the taste, the

Seath Spears: 00:22:46

smell, the feeling that someone gets when they

Seath Spears: 00:22:48

see it and interact. If you look at brands that

Seath Spears: 00:22:51

are very timeless and you just see their logo,

Seath Spears: 00:22:53

say, take Coca Cola for example. When you see

Seath Spears: 00:22:56

that, you're going to get a certain feeling based

Seath Spears: 00:22:58

on your experience with it. If you see the Apple

Seath Spears: 00:23:01

logo, if you see Procter and Gamble, it doesn't

Seath Spears: 00:23:05

matter what it is. Maybe it's a big company,

Seath Spears: 00:23:07

maybe it's a small one, but it all is a feeling

Seath Spears: 00:23:10

that you're getting something, an association

Seath Spears: 00:23:12

that you have with It. So I think brand building

Seath Spears: 00:23:15

is really important and this is something that's

Seath Spears: 00:23:17

changed for me over the years. Back when I was

Seath Spears: 00:23:19

very into the digital space, it was more, let's

Seath Spears: 00:23:22

just build something to sell and it's all about

Seath Spears: 00:23:26

the quality of what it is. And while I still

Seath Spears: 00:23:28

agree with that, I think that building a brand

Seath Spears: 00:23:31

that is more sustainable over the long term

Seath Spears: 00:23:34

because it is that association that people are

Seath Spears: 00:23:36

making with you and with the products and with

Seath Spears: 00:23:38

the services that you're selling.

Krisstina Wise: 00:23:40

And I like that. I associate brand building to,

Krisstina Wise: 00:23:45

you know, I'm in the money space and teach wealth

Krisstina Wise: 00:23:47

principles alongside business principles. But

Krisstina Wise: 00:23:50

where wealth and business principles really

Krisstina Wise: 00:23:52

align, they align so much like it's. It's really

Krisstina Wise: 00:23:56

amazing, actually. Health too. Business health

Krisstina Wise: 00:23:58

and financials, like all can parallel each other

Krisstina Wise: 00:24:02

as far as the principles and kind of laws

Krisstina Wise: 00:24:04

underneath. But with wealth, when we're looking

Krisstina Wise: 00:24:07

at that, we're investing over a long period of

Krisstina Wise: 00:24:10

time consistently and according to some type of

Krisstina Wise: 00:24:13

plan or strategy or standards, like you said, or

Krisstina Wise: 00:24:16

your line in the sand. And it takes time and it

Krisstina Wise: 00:24:20

just builds and grows slowly over time. But you

Krisstina Wise: 00:24:22

need to start with kind of that end in mind of

Krisstina Wise: 00:24:24

where you want to be. And I look at that as

Krisstina Wise: 00:24:26

branding. And I'm curious if you do too, that it

Krisstina Wise: 00:24:28

is. It's like we, from the beginning, it's like,

Krisstina Wise: 00:24:30

what do I stand for? What does my brand stand

Krisstina Wise: 00:24:32

for? What does it look like? What does it feel

Krisstina Wise: 00:24:34

like? What are these different properties? And

Krisstina Wise: 00:24:36

knowing it might not have a lot of traction, the

Krisstina Wise: 00:24:38

beginning, but you just keep building on that and

Krisstina Wise: 00:24:40

it grows over time and it becomes one of the

Krisstina Wise: 00:24:42

most, you know, as far as financial terms, one of

Krisstina Wise: 00:24:45

the most valuable assets of a business. Because

Krisstina Wise: 00:24:49

when you have a brand that stands for itself, you

Krisstina Wise: 00:24:50

don't have to spend so much money on marketing.

Krisstina Wise: 00:24:52

But it's, again, it's kind of thinking, like you

Krisstina Wise: 00:24:54

said, it's such a timeless principle of what do

Krisstina Wise: 00:24:58

you stand for? What is this brand? And if you're

Krisstina Wise: 00:25:01

going to be in this game for a long time, how do

Krisstina Wise: 00:25:03

you want it to stand out?

Seath Spears: 00:25:05

Yeah, you know, my formula for success for many,

Seath Spears: 00:25:07

many years has been do the right things long

Seath Spears: 00:25:09

enough consistently. And I think that's

Seath Spears: 00:25:12

applicable whether that's in business or branding

Seath Spears: 00:25:15

or marketing or wealth building as well. It's the

Seath Spears: 00:25:19

principle of compounding, you know, then it gets

Seath Spears: 00:25:22

into the nuances of what, what are the right

Seath Spears: 00:25:24

things? How long was consistency mean? And I

Seath Spears: 00:25:26

think it's going to depend on the industry and a

Seath Spears: 00:25:29

lot of variables. There yeah, but I think that

Seath Spears: 00:25:32

kind of talks, that speaks to what you're, what

Seath Spears: 00:25:34

you're talking about here.

Krisstina Wise: 00:25:35

Yeah, I totally agree. So one timeless principle

Krisstina Wise: 00:25:38

is if we're building a business and a brand,

Krisstina Wise: 00:25:41

people need to know like and trust you and that's

Krisstina Wise: 00:25:43

what working on over time. So branding, what else

Krisstina Wise: 00:25:46

as far as just some of these things that you're

Krisstina Wise: 00:25:48

still practicing today as you were at the

Krisstina Wise: 00:25:51

beginning?

Seath Spears: 00:25:52

Yeah, I think it's focusing on the quality. So as

Seath Spears: 00:25:55

an example. So my current company is Wellness. So

Seath Spears: 00:25:58

we're a B corp certified brand of all natural

Seath Spears: 00:26:00

personal care products. And so our oral tier

Seath Spears: 00:26:03

line, it's the best on the market. We have the

Seath Spears: 00:26:06

cleanest ingredients, we're the most sustainable

Seath Spears: 00:26:08

company there's. When we launched it, we're like

Seath Spears: 00:26:11

we want to set ourselves apart from everyone

Seath Spears: 00:26:13

else. How can we differentiate? I think being

Seath Spears: 00:26:16

different is, that's something that nobody can

Seath Spears: 00:26:19

take away from unless they're copying you and

Seath Spears: 00:26:21

then they're trying to have more homogeneity

Seath Spears: 00:26:24

around it. But differentiating is so important

Seath Spears: 00:26:26

and especially when you're differentiating based

Seath Spears: 00:26:28

on the quality of what you're doing, whether

Seath Spears: 00:26:29

that's your products or services. So for example,

Seath Spears: 00:26:32

with our toothpaste we use micro hydroxyapatite

Seath Spears: 00:26:36

which is a naturally occurring mineral. So no

Seath Spears: 00:26:38

fluoride, no glycerin, no sls. Ah, yeah, that's a

Seath Spears: 00:26:40

charcoal. Yeah. We are differentiating based on

Seath Spears: 00:26:44

the product quality. And you know there's a lot

Seath Spears: 00:26:45

of other companies out there that are

Seath Spears: 00:26:47

differentiating as well. A lot of them use nano

Seath Spears: 00:26:49

hydroxyapatite which is not naturally occurring.

Seath Spears: 00:26:52

That's lab created. And they're now saying that

Seath Spears: 00:26:54

that ingredient can cross the blood brain barrier

Seath Spears: 00:26:57

and we don't know what the long term effects of

Seath Spears: 00:26:58

that are. The EU just banned it in personal care

Seath Spears: 00:27:01

products. So you know, but it was kind of

Seath Spears: 00:27:03

controversial when we decided to go the more

Seath Spears: 00:27:06

natural route because most of the studies were

Seath Spears: 00:27:08

saying that nano is the one that's more

Seath Spears: 00:27:09

effective. I'm like, okay, maybe there's not as

Seath Spears: 00:27:11

many studies for micro, but we're going to err on

Seath Spears: 00:27:14

the side of caution and make sure that it's as

Seath Spears: 00:27:16

natural as possible. So that's one example. The

Seath Spears: 00:27:19

second one would be our packaging where all of

Seath Spears: 00:27:22

our tubes we as a recycled sugarcane bioplastic.

Seath Spears: 00:27:25

And so that is compostable in either a commercial

Seath Spears: 00:27:29

grade composter or in like the lowy countertop

Seath Spears: 00:27:31

compost device. Nobody else is doing that on the

Seath Spears: 00:27:33

market. So everything else is just single use

Seath Spears: 00:27:35

plastic or aluminum or Something like that. And

Seath Spears: 00:27:38

so we really wanted to differentiate ourselves in

Seath Spears: 00:27:41

that manner. And I feel like that is one thing

Seath Spears: 00:27:43

that's really serving us as we gain traction and

Seath Spears: 00:27:46

continue to take market share.

Krisstina Wise: 00:27:48

All right, so quality differentiation. Give me a

Krisstina Wise: 00:27:52

third.

Seath Spears: 00:27:54

Third. I think it's the consistency in your

Seath Spears: 00:27:57

branding when you start out. Often brand building

Seath Spears: 00:28:01

can seem like an ego play, especially when you're

Seath Spears: 00:28:04

young. It's like, oh, look at me. But no one

Seath Spears: 00:28:07

knows who you are, so it doesn't matter. So you

Seath Spears: 00:28:10

have to focus on the quality of it and then

Seath Spears: 00:28:12

consistently have the same branding so people get

Seath Spears: 00:28:14

used to it. And word of mouth marketing is always

Seath Spears: 00:28:16

the best. Anytime you can get people talking

Seath Spears: 00:28:19

about it and telling their friends, that is hands

Seath Spears: 00:28:21

down the best marketing. And one we always want

Seath Spears: 00:28:23

to. Want to optimize for if possible. But it's

Seath Spears: 00:28:27

hard to do that unless you are creating really

Seath Spears: 00:28:29

quality products. And so you give people

Seath Spears: 00:28:31

something to talk about. You know, Seth Godin,

Seath Spears: 00:28:34

who is a brilliant marketer, apologist, worked

Seath Spears: 00:28:36

many years. He has a book called Purple Cow,

Seath Spears: 00:28:38

fantastic marketing book. And the premise of the

Seath Spears: 00:28:41

book is that if you're driving down the road and

Seath Spears: 00:28:45

you see a field of cattle and you know there's

Seath Spears: 00:28:48

white, there's brown, there's black cows, there's

Seath Spears: 00:28:50

like, there's red standard. Right. But if you see

Seath Spears: 00:28:54

a purple cow, you're going to pause and take

Seath Spears: 00:28:56

notice because it's so different. And so that's

Seath Spears: 00:28:59

kind of the principle here is how can we be a

Seath Spears: 00:29:02

purple cow? How can we differentiate ourselves so

Seath Spears: 00:29:05

much that it's different and it stands out from

Seath Spears: 00:29:07

what everyone else is doing? Not just doing

Seath Spears: 00:29:09

something just to be different, but different for

Seath Spears: 00:29:11

the right reasons because the quality is better.

Krisstina Wise: 00:29:15

Awesome. Now let's talk about what's different.

Krisstina Wise: 00:29:18

So like you said, Google's changed a lot of the

Krisstina Wise: 00:29:22

algorithms, social media. Just as a marketer, how

Krisstina Wise: 00:29:28

hard is marketing today just to stay on top of

Krisstina Wise: 00:29:31

all the changes? But two, what are you finding is

Krisstina Wise: 00:29:34

most effective as we speak? It could be different.

Seath Spears: 00:29:37

Yeah, you know, that's a really loaded question.

Seath Spears: 00:29:40

I feel like everything is different now. I used

Seath Spears: 00:29:42

to feel like I was an expert in the SEO space and

Seath Spears: 00:29:44

now I feel like I know the basic principles, but

Seath Spears: 00:29:46

that's it. Because it's changed so much. And what

Seath Spears: 00:29:49

used to work is not working in the same way just

Seath Spears: 00:29:51

because it's gotten so much harder to link. And I

Seath Spears: 00:29:54

think what Google says and what they're doing are

Seath Spears: 00:29:56

different things. So not always, but a lot. We

Seath Spears: 00:30:02

built wellness mod just strictly organically,

Seath Spears: 00:30:04

never paid for followers never did any type of

Seath Spears: 00:30:06

advertising, anything like that and just were

Seath Spears: 00:30:09

able to rank organically. That same playbook

Seath Spears: 00:30:12

doesn't work these days because there's so much

Seath Spears: 00:30:15

competition. Like, I can't imagine trying to go

Seath Spears: 00:30:18

into the health and wellness space now just with

Seath Spears: 00:30:20

how hard it is, how much more challenging, how

Seath Spears: 00:30:22

much competition there is. So it really is pay to

Seath Spears: 00:30:25

play in a lot of ways, whether that's Facebook

Seath Spears: 00:30:27

and Instagram ads, whether that's Google AdWords,

Seath Spears: 00:30:30

you know, TikTok, TikTok Shop as well for

Seath Spears: 00:30:32

wellness. You know, we're experimenting with a

Seath Spears: 00:30:35

lot of different paid strategies and everything

Seath Spears: 00:30:37

from influencers, which, I mean, talk about an

Seath Spears: 00:30:40

industry that's totally disrupted everything

Seath Spears: 00:30:42

because it used to be like the affiliate space.

Seath Spears: 00:30:44

You find someone who's a content creator usually

Seath Spears: 00:30:46

has a blog or a website or Maybe they're on

Seath Spears: 00:30:48

YouTube and you sign a deal with them where

Seath Spears: 00:30:52

they're making a percentage or everything that

Seath Spears: 00:30:54

they sell through their links. But now, like the

Seath Spears: 00:30:57

influencers, they want to be paid just based on

Seath Spears: 00:30:59

the number of followers. I personally don't like

Seath Spears: 00:31:01

this model because it's just. It's based on the

Seath Spears: 00:31:04

number of eyeballs that they have, but it's not

Seath Spears: 00:31:06

based on conversions. So you can spend a whole

Seath Spears: 00:31:08

lot of money and just. It's basically just brand

Seath Spears: 00:31:10

building, but it doesn't necessarily equate to

Seath Spears: 00:31:13

conversions. And there's so many ways to scheme

Seath Spears: 00:31:14

it that I've seen across the board where they

Seath Spears: 00:31:16

build out these networks of like all these

Seath Spears: 00:31:19

different influencers where they say they have

Seath Spears: 00:31:20

high engagement, but it's just like a big circle

Seath Spears: 00:31:22

jerk of like, I'm going to like your stuff, you

Seath Spears: 00:31:24

like mine. And it's not actual real people who

Seath Spears: 00:31:27

are actually interested and want to purchase. So

Seath Spears: 00:31:30

I'm not a big fan of that model. I mean, I think

Seath Spears: 00:31:32

it can work and you want to make sure that some,

Seath Spears: 00:31:35

anyone that you're working with that the quality

Seath Spears: 00:31:37

of their. They have some standards of quality and

Seath Spears: 00:31:39

they're not just promoting anyone and everyone

Seath Spears: 00:31:41

and they're not buying followers and things like

Seath Spears: 00:31:43

that. But I think it's changed so much. I mean,

Seath Spears: 00:31:46

the influencer model to paid. I mean, we're

Seath Spears: 00:31:49

testing out ads with Snapchat and Reddit and

Seath Spears: 00:31:52

Pinterest and all these others just to see.

Seath Spears: 00:31:55

Throwing stuff at the wall, just to see what

Seath Spears: 00:31:57

sticks. And so instead of just looking at a

Seath Spears: 00:31:59

single channel and are we do we have a positive

Seath Spears: 00:32:02

return and looking. Roas is one of the metrics

Seath Spears: 00:32:05

that we look at return on ad spend. But often

Seath Spears: 00:32:08

it's we don't have a positive roas on if you're

Seath Spears: 00:32:12

looking at each channel individually. So we're

Seath Spears: 00:32:14

looking at more. What is the total ad spend and

Seath Spears: 00:32:16

is our cash in more than the cash out each every

Seath Spears: 00:32:20

week or every month based on the spend? And it's

Seath Spears: 00:32:22

more of like an omnichannel marketing strategy

Seath Spears: 00:32:25

just because the more direct strategies they're

Seath Spears: 00:32:28

just not working like they used to. And then

Seath Spears: 00:32:31

we're also seeing the Amazon effect. Plus we sell

Seath Spears: 00:32:33

our products on Amazon so it's often people's

Seath Spears: 00:32:37

buying habits have changed so much where they'll

Seath Spears: 00:32:39

see us on TikTok or Facebook or Instagram or

Seath Spears: 00:32:41

somewhere else or YouTube and then they're not

Seath Spears: 00:32:43

clicking the link to go and buy from our website

Seath Spears: 00:32:45

but then they're going to Amazon and they're

Seath Spears: 00:32:47

searching for it and purchasing there. But the

Seath Spears: 00:32:49

problem is that's not directly attributable. So I

Seath Spears: 00:32:52

can't, I don't have eyes on that where I can see

Seath Spears: 00:32:54

where it's coming from and what's working. And

Seath Spears: 00:32:56

that's been incredibly frustrating.

Krisstina Wise: 00:32:59

That would be frustrating. So what I take from

Krisstina Wise: 00:33:02

all that where before you could really build a

Krisstina Wise: 00:33:07

brand a really nice profitable business, probably

Krisstina Wise: 00:33:10

you know, seven multi seven figure business by

Krisstina Wise: 00:33:12

word of mouth and organic traffic and

Krisstina Wise: 00:33:16

affiliations and a lot of strategy and intention.

Krisstina Wise: 00:33:19

But that same model won't work today because it's

Krisstina Wise: 00:33:24

so crowded and because yeah it's crowded, noisy,

Krisstina Wise: 00:33:29

everybody's trying to sell something and so today

Krisstina Wise: 00:33:33

it's really taking ad budget. So if you have

Krisstina Wise: 00:33:35

products then you forgetting into this

Krisstina Wise: 00:33:38

entrepreneurial space you might factor in that

Krisstina Wise: 00:33:41

you're going to have to have a certain budget to

Krisstina Wise: 00:33:44

start building to put towards ad space. But then

Krisstina Wise: 00:33:46

it's just not the cost of the ads, it's learning

Krisstina Wise: 00:33:49

how to build the ads and testing the ads.

Seath Spears: 00:33:51

Hiring an agency to manage it for you.

Krisstina Wise: 00:33:53

Yeah, the management of the ads and the funnel

Krisstina Wise: 00:33:55

with people click what happens after an ad and

Krisstina Wise: 00:33:58

that's what I'm finding is that that's where

Krisstina Wise: 00:34:01

business is different. I like you have been

Krisstina Wise: 00:34:03

business my entire career and what's harder about

Krisstina Wise: 00:34:07

it today is just that we can build simple funnels

Krisstina Wise: 00:34:11

and we could have simple maybe ads and things but

Krisstina Wise: 00:34:14

now it's again it's just, it's a much more

Krisstina Wise: 00:34:17

complicated model and strategy and it's changing

Krisstina Wise: 00:34:22

all the time. Like you said, there's all the

Krisstina Wise: 00:34:23

different channels. It's like oh my God. And you

Krisstina Wise: 00:34:27

know, you're a marketer and saying this, you know

Krisstina Wise: 00:34:29

this can be frustrating, a challenge so what does

Krisstina Wise: 00:34:32

everybody else do?

Seath Spears: 00:34:34

You know, I made a lot of mistakes over the years

Seath Spears: 00:34:37

and I have another site company called Rewild

Seath Spears: 00:34:39

Gear where this is really a passion project that

Seath Spears: 00:34:41

I started with my brothers. And so we made knives

Seath Spears: 00:34:43

and fire starters and backpacking grills and

Seath Spears: 00:34:45

camping utensils. It was really just we launched

Seath Spears: 00:34:48

it to scratch our own niche creating really cool

Seath Spears: 00:34:50

outdoor camping equipment. So I made a drastic

Seath Spears: 00:34:52

mistake in launching that company where I did not

Seath Spears: 00:34:55

build an audience first. And when we launched

Seath Spears: 00:34:57

Wellness, basically we took the audience over

Seath Spears: 00:35:00

Wellness Law and were able to direct them to the

Seath Spears: 00:35:03

products to buy. So we already had an audience in

Seath Spears: 00:35:05

one company to direct them to another one. I've

Seath Spears: 00:35:08

done a lot of angel investing in the health and

Seath Spears: 00:35:10

wellness space over the years and have been able

Seath Spears: 00:35:12

to provide strategic value of driving traffic and

Seath Spears: 00:35:15

influence and not just writing a check, because

Seath Spears: 00:35:18

anybody can write a check. But you know, what are

Seath Spears: 00:35:20

you going to do with that money? It's more about

Seath Spears: 00:35:22

how are you going to strategically involve

Seath Spears: 00:35:24

yourself so that you can actually provide real

Seath Spears: 00:35:27

value of sales. And so I think anybody getting

Seath Spears: 00:35:32

started now build an audience first and then sell

Seath Spears: 00:35:35

them something. And that was kind of the copy

Seath Spears: 00:35:37

blogger model that I talked about earlier of

Seath Spears: 00:35:40

build an audience, get, get raving fans, people

Seath Spears: 00:35:43

that know like and trust you and then figure out

Seath Spears: 00:35:44

what they need or want and then you can sell them

Seath Spears: 00:35:46

something as opposed to building something and

Seath Spears: 00:35:49

trying to sell a non existent audience. So I

Seath Spears: 00:35:52

think that's one of the principles that, that,

Seath Spears: 00:35:56

that's kind of a timeless principle as well.

Krisstina Wise: 00:35:59

And do you have any, do you have any favorite

Krisstina Wise: 00:36:00

channels? Like if you had to choose one, what

Krisstina Wise: 00:36:03

would you choose?

Seath Spears: 00:36:04

When you say favorite channels as far as

Seath Spears: 00:36:06

marketing channels or people that I'm following?

Krisstina Wise: 00:36:08

Yeah, let's do both.

Seath Spears: 00:36:09

Yeah. Okay. Platforms as far as like software.

Seath Spears: 00:36:14

Yeah, I mean if you are just, if you're blogging,

Seath Spears: 00:36:17

I think WordPress is still a great platform for

Seath Spears: 00:36:19

that. You know, if you're going the social media

Seath Spears: 00:36:22

route, it depends on what, what type of medium

Seath Spears: 00:36:24

you prefer. If it's video, I mean YouTube

Seath Spears: 00:36:27

obviously is great. Obviously the short videos

Seath Spears: 00:36:30

now with YouTube shorts, Instagram, Facebook

Seath Spears: 00:36:34

Reels, TikTok, those are all a great way to do

Seath Spears: 00:36:38

it. And those algorithms are different for each

Seath Spears: 00:36:41

channel. If you are focusing on physical

Seath Spears: 00:36:45

products. I mean I really like Shopify just

Seath Spears: 00:36:47

because it's built specifically for that. So I

Seath Spears: 00:36:50

think it's very specific to what you're trying to

Seath Spears: 00:36:52

do and where your audience is and what you're

Seath Spears: 00:36:54

trying to sell or type of content you're creating.

Krisstina Wise: 00:36:57

And do you, do you just sell products or do you

Krisstina Wise: 00:37:01

sell any type of informational products like

Krisstina Wise: 00:37:03

courses or coaching or.

Seath Spears: 00:37:04

Yeah, with wellness? No, nothing like that. It's

Seath Spears: 00:37:06

all just physical products.

Krisstina Wise: 00:37:09

All right, well, let's, let's talk, let's move

Krisstina Wise: 00:37:12

over to wellness a little bit. And I've got

Krisstina Wise: 00:37:16

wellness. I've got lots of goodies here. And so

Krisstina Wise: 00:37:19

we'll just talk through them very quickly. But I

Krisstina Wise: 00:37:21

know kind of your entry to this market was the

Krisstina Wise: 00:37:24

toothpaste, and you mentioned that a little bit.

Krisstina Wise: 00:37:26

This is the best toothpaste. And I am a product

Krisstina Wise: 00:37:29

snob, toothpaste snob. And I've tried so hard to

Krisstina Wise: 00:37:33

find the best toothpaste because, I mean, our one

Krisstina Wise: 00:37:36

is oral hygiene. But this is where everything

Krisstina Wise: 00:37:38

starts, is our mouth. And if we're starting with

Krisstina Wise: 00:37:40

toxins in our mouth, it's just going to go

Krisstina Wise: 00:37:42

downhill from there if we keep adding everything.

Krisstina Wise: 00:37:45

And I don't think we talk enough about oral

Krisstina Wise: 00:37:47

health and toothpaste, for example. So you said

Krisstina Wise: 00:37:51

you guys really wanted to be number one in

Krisstina Wise: 00:37:54

quality when it comes to toothpaste. So talk

Krisstina Wise: 00:37:56

about this real quick. And, and who wants to use

Krisstina Wise: 00:37:58

this toothpaste?

Seath Spears: 00:38:01

Health starts in the mouth, whether what we're

Seath Spears: 00:38:03

eating, what we're putting, what we put on our

Seath Spears: 00:38:05

body, we're putting in our body, and we are

Seath Spears: 00:38:08

inundated with toxins day in and day out. And

Seath Spears: 00:38:11

we're constantly seeing new studies coming up

Seath Spears: 00:38:12

about all the PFAs across the board. And that's

Seath Spears: 00:38:15

just increasing our toxic load. So everything

Seath Spears: 00:38:18

that we do, whether that's the water we're

Seath Spears: 00:38:20

drinking, the air that we're breathing, the food

Seath Spears: 00:38:24

that we're consuming, the products we're putting

Seath Spears: 00:38:26

on our body or that we're surrounded with, we

Seath Spears: 00:38:29

need to look at how clean they are, how, how can

Seath Spears: 00:38:32

we reduce the toxic load that our bodies are

Seath Spears: 00:38:35

inundated with day in and day out. And it's

Seath Spears: 00:38:37

getting harder and harder to do that. And so

Seath Spears: 00:38:40

there's a study that came out a while back that.

Seath Spears: 00:38:42

So basically, if you have a ph of 6.8, you can't

Seath Spears: 00:38:46

get cavities. Now, the question remains, how do

Seath Spears: 00:38:49

you keep your mouth at a Constant ph of 6.8?

Seath Spears: 00:38:54

Because based on what we're eating, what we're

Seath Spears: 00:38:55

drinking, you know, up late, there's so many

Seath Spears: 00:38:58

variability, so it's pretty hard to do that. But

Seath Spears: 00:39:01

our mission with wellness is to create the best

Seath Spears: 00:39:04

oral care products so that it gives your body the

Seath Spears: 00:39:08

optimal way to take care of itself. And because

Seath Spears: 00:39:10

the oral microbiome is so important. That is the

Seath Spears: 00:39:12

gateway to Alice. And so, you know, if, if you

Seath Spears: 00:39:16

are eating nothing but crap, it doesn't matter

Seath Spears: 00:39:18

how many times you're brushing your teeth, that's

Seath Spears: 00:39:19

going to adversely affect it. So starting with

Seath Spears: 00:39:22

what you're consuming is very important for oral

Seath Spears: 00:39:24

health. But outside of that, I mean, having a

Seath Spears: 00:39:27

toothpaste that is really good for you, that is

Seath Spears: 00:39:30

going to support your oral microbiome and that

Seath Spears: 00:39:32

optimal PH level is really important. And like I

Seath Spears: 00:39:35

mentioned before, we don't use the crap that a

Seath Spears: 00:39:37

lot of others are. You know, we don't use

Seath Spears: 00:39:38

fluoride, which is considered, it's considered a

Seath Spears: 00:39:41

very bad toxin and that is a carcinogen. And

Seath Spears: 00:39:44

there's a reason why there's a poison control

Seath Spears: 00:39:46

label on many toothpaste because if you take too

Seath Spears: 00:39:49

much, it's really, really bad for you. So you

Seath Spears: 00:39:52

could eat a whole tube of hours and without

Seath Spears: 00:39:54

issue. I mean, you know, might not feel great,

Seath Spears: 00:39:57

probably gonna have to go to the bathroom, but

Seath Spears: 00:39:59

outside of that, it's not gonna kill you and you

Seath Spears: 00:40:01

don't have to call poison control. So it's

Seath Spears: 00:40:04

focusing on first principles of what you're

Seath Spears: 00:40:08

putting in that's going to have an effect no

Seath Spears: 00:40:10

matter what. And so let's start there and try to

Seath Spears: 00:40:13

optimize some.

Krisstina Wise: 00:40:15

And then we've got some shampoo and conditioner.

Krisstina Wise: 00:40:19

Shampoos and conditioners have a lot of toxins as

Krisstina Wise: 00:40:21

well. Finding clear shampoo and conditioner is

Krisstina Wise: 00:40:24

difficult. So again, thank you. And again, when

Krisstina Wise: 00:40:27

it just comes to trust, like you said, trusted

Krisstina Wise: 00:40:30

brand, I, I love and buy your products because I

Krisstina Wise: 00:40:33

just trust you and I know which are, you know,

Krisstina Wise: 00:40:36

the, the standards to, to every product you make.

Krisstina Wise: 00:40:39

And I don't have to think about it. I don't have

Krisstina Wise: 00:40:40

to do any more research. I don't have to look up

Krisstina Wise: 00:40:42

all the ingredients.

Seath Spears: 00:40:44

Thank you. Yeah, I mean, there's, we've done a

Seath Spears: 00:40:49

few studies and most people, no matter how health

Seath Spears: 00:40:52

conscious they are, the products that they have

Seath Spears: 00:40:54

the hardest time switching out are the

Seath Spears: 00:40:56

toothpaste, the shampoo conditioner and

Seath Spears: 00:40:58

deodorant. It's because it's what they have used

Seath Spears: 00:41:01

for years, what their parents purchased with

Seath Spears: 00:41:04

their spouse purchase, what they just grew up

Seath Spears: 00:41:06

using. And so it just becomes a habit. And you

Seath Spears: 00:41:08

know, you go to Kroger or Whole Foods or Costco

Seath Spears: 00:41:11

or Target or wherever, and you know you're out of

Seath Spears: 00:41:13

your shampoo or you're out of deodorant or

Seath Spears: 00:41:15

toothpaste and you just get whatever's cheapest

Seath Spears: 00:41:17

or whatever your parents bought or what you're

Seath Spears: 00:41:19

used to. And there, unfortunately, there doesn't

Seath Spears: 00:41:22

seem to be a lot of conscious thought as far as

Seath Spears: 00:41:24

how are these products affecting you. And so our

Seath Spears: 00:41:26

mission is really to educate people and say, hey,

Seath Spears: 00:41:29

what are you actually putting in and on your

Seath Spears: 00:41:31

body? Let's be a little bit more conscious about

Seath Spears: 00:41:33

this. Let's think about it and look at

Seath Spears: 00:41:35

ingredients and not just go along with what we've

Seath Spears: 00:41:38

been sold by P and G over the years. You know,

Seath Spears: 00:41:41

just ingredients that are not good for us.

Seath Spears: 00:41:44

They're really cheap. They work. I mean, they

Seath Spears: 00:41:47

make our hair look good, they clean our teeth,

Seath Spears: 00:41:51

they keep us from sweating. But is that a good

Seath Spears: 00:41:54

thing? You know, like our deodorant is. It's a

Seath Spears: 00:41:57

deodorant, but it's not an antiperspirant because

Seath Spears: 00:41:59

your body is supposed to sweat. If you're

Seath Spears: 00:42:01

blocking that, that's a problem. You know, those

Seath Spears: 00:42:03

pores, if. If they're blocked, they have that

Seath Spears: 00:42:06

sweat has to go somewhere that's going to back

Seath Spears: 00:42:08

up. That's going to increase your toxic load

Seath Spears: 00:42:10

that's causing all types of health issues down

Seath Spears: 00:42:12

the road. So the ingredient quality is just

Seath Spears: 00:42:15

super, super important. And I just implore

Seath Spears: 00:42:17

everyone to ask those questions. What are the

Seath Spears: 00:42:20

ingredients in these products that I'm using?

Seath Spears: 00:42:21

Look at the labels, like, ask the hard questions

Seath Spears: 00:42:24

and don't just go along with what you've always

Seath Spears: 00:42:27

done.

Krisstina Wise: 00:42:28

So, real quick, fluoride in toothpaste, that's.

Krisstina Wise: 00:42:33

That's a carcinogen. Come to find out. And it's

Krisstina Wise: 00:42:35

in our water and everywhere. So water filters

Krisstina Wise: 00:42:37

and, you know, we could go off on a tangent here,

Krisstina Wise: 00:42:40

but what ingredients to look for in toothpaste?

Krisstina Wise: 00:42:43

What ingredients to look for in shampoo and

Krisstina Wise: 00:42:45

conditioner? Just if anybody's looking at their

Krisstina Wise: 00:42:47

current products, be like, oh, my God. Yeah, it's

Krisstina Wise: 00:42:49

right there.

Seath Spears: 00:42:50

Yeah, there's so many in toothpaste, obviously

Seath Spears: 00:42:53

fluoride is the big one. SLS is another one

Seath Spears: 00:42:56

that's usually like a firming agent. Glycerin is

Seath Spears: 00:42:59

another one that isn't great because it can coat

Seath Spears: 00:43:01

the teeth. So when it comes to your oral care,

Seath Spears: 00:43:04

having hydroxyapatite, because our teeth are made

Seath Spears: 00:43:08

of hydroxyapatite, it's a naturally occurring

Seath Spears: 00:43:09

mineral when you're using micro. And so because

Seath Spears: 00:43:12

of that, it's really good for your teeth. It will

Seath Spears: 00:43:15

help to remineralize them if you have cavities or

Seath Spears: 00:43:17

soft spots that are turning into cavities by

Seath Spears: 00:43:19

using that consistently. We have hundreds of

Seath Spears: 00:43:23

testimonials from customers who have used it and

Seath Spears: 00:43:26

have reversed or remineralized their cavities. We

Seath Spears: 00:43:30

are working with a whole lot of biological and

Seath Spears: 00:43:31

holistic dentists that love our products because

Seath Spears: 00:43:34

they've seen what it can do and how much more

Seath Spears: 00:43:36

effective and safer it is. So looking at those

Seath Spears: 00:43:40

ingredients is really, really important. And also

Seath Spears: 00:43:43

our toothpaste is white, which a lot of people

Seath Spears: 00:43:45

really like because, you know, we drink a lot of

Seath Spears: 00:43:47

coffee and tea and, you know, things like that

Seath Spears: 00:43:49

and just so many other toxins that we're

Seath Spears: 00:43:51

surrounded by, which will help to whiten your

Seath Spears: 00:43:53

smile.

Krisstina Wise: 00:43:54

Awesome. And then biggest thing with deodorant is

Krisstina Wise: 00:43:58

the antiperspirant and the aluminum.

Seath Spears: 00:44:00

Antiperspirant. Aluminum, yeah. There's. There's

Seath Spears: 00:44:02

so many ones in there that if it's blocking your

Seath Spears: 00:44:06

pores, that's the problem. You know, one of the

Seath Spears: 00:44:09

things there's. There's getting to be a lot more

Seath Spears: 00:44:11

healthy options now, which is great. Mo many

Seath Spears: 00:44:14

people, though. Baking soda is one of the active

Seath Spears: 00:44:17

ingredients, sodium bicarbonate, and for some

Seath Spears: 00:44:19

people, it causes them to itch or break out just

Seath Spears: 00:44:21

because of levels. So we've reduced the levels in

Seath Spears: 00:44:24

ours so that most people who have sensitive skin

Seath Spears: 00:44:27

and have issues with other natural deodorants,

Seath Spears: 00:44:29

they don't seem to have the same issue with ours.

Krisstina Wise: 00:44:32

So, everybody listening? I'd really encourage you

Krisstina Wise: 00:44:34

to check out the shampoo and conditioner, the

Krisstina Wise: 00:44:37

toothpaste, the mouth blend, and the deodorant.

Krisstina Wise: 00:44:41

And I'm a big soap bar. I love bar soap. So

Krisstina Wise: 00:44:46

anyway, all your products are amazing and we're

Krisstina Wise: 00:44:48

going to make it really easy in the show notes to

Krisstina Wise: 00:44:50

click a link and hook over to wellness and buy

Krisstina Wise: 00:44:56

these products. They're just, again, they're

Krisstina Wise: 00:44:58

great products. And another thing, I'd just like

Krisstina Wise: 00:45:02

to say that most everybody, like you said, goes

Krisstina Wise: 00:45:04

to Amazon and buys these things. And I'm just one

Krisstina Wise: 00:45:07

like, find the wholesome, holistic kind of mom

Krisstina Wise: 00:45:11

and pops, if you will, that their whole passion

Krisstina Wise: 00:45:14

and desire is to make the world a better place

Krisstina Wise: 00:45:16

and a healthier place. And they're doing the hard

Krisstina Wise: 00:45:20

work and raising a family at the same time and to

Krisstina Wise: 00:45:23

really support the brands that are going that

Krisstina Wise: 00:45:27

extra mile and do stand for quality, especially

Krisstina Wise: 00:45:30

in this health and wellness space that is

Krisstina Wise: 00:45:32

crowded. And so I do so much research to find the

Krisstina Wise: 00:45:36

best products for my fan, for me, my family, and

Krisstina Wise: 00:45:39

you're just my go to. So thank you for your

Krisstina Wise: 00:45:43

commitment to this level of quality because I'm

Krisstina Wise: 00:45:47

sure it's not easy, it's not inexpensive, there'd

Krisstina Wise: 00:45:49

be lots of ways to try to shortcut it to have

Krisstina Wise: 00:45:52

higher profit margins. And it's like, no, this is

Krisstina Wise: 00:45:56

what we stand for.

Seath Spears: 00:45:58

Yeah. You know, on that note, our cost, our cost

Seath Spears: 00:46:01

of goods on Zara toothpaste is more than what a

Seath Spears: 00:46:04

retail cost of a tube of, say, Crest or Colgate

Seath Spears: 00:46:08

would be. And that just speaks to the quality of

Seath Spears: 00:46:10

the ingredients that we're using and the fact

Seath Spears: 00:46:12

that we are more sustainable, like the tubes that

Seath Spears: 00:46:14

we use that are compostable. So because of that,

Seath Spears: 00:46:17

we don't want to sacrifice these things. You

Seath Spears: 00:46:19

know, we can make a lot more by cutting corners,

Seath Spears: 00:46:22

by sacrificing some of that quality. But then you

Seath Spears: 00:46:24

lose that trust. And it's not somewhere about

Seath Spears: 00:46:28

people. Planet Profit, in that order, is how I

Seath Spears: 00:46:30

look to look at it. People, people plan it, then

Seath Spears: 00:46:34

profit. So focus on people. Create products that

Seath Spears: 00:46:37

are great for people. Folks have make sure that

Seath Spears: 00:46:41

they're just sustainable so it's better for the

Seath Spears: 00:46:43

planet and then make a profit from there.

Krisstina Wise: 00:46:46

Awesome. So wellness as a brand. Be sure to check

Krisstina Wise: 00:46:51

it out and test some of the products. Let's do a

Krisstina Wise: 00:46:54

little segue now as we come into the top of the

Krisstina Wise: 00:46:58

hour here. And entrepreneurialism, it's hard,

Krisstina Wise: 00:47:04

it's complicated, it's long hours, it's

Krisstina Wise: 00:47:07

rewarding. It's. It's all the things. And I'm an

Krisstina Wise: 00:47:13

entrepreneur, been with my whole life. I

Krisstina Wise: 00:47:15

interview lots, lots of entrepreneurs. And it's

Krisstina Wise: 00:47:17

easy to talk about business, but how do you mash

Krisstina Wise: 00:47:22

up business and life? You know, this going after

Krisstina Wise: 00:47:26

the business success and growing the business and

Krisstina Wise: 00:47:28

all these things. Like, as long as I grow a big

Krisstina Wise: 00:47:30

business, all my life, my life is going to be

Krisstina Wise: 00:47:32

just fine. But I think we've all come to learn.

Krisstina Wise: 00:47:34

They've been doing this for a while. They can't

Krisstina Wise: 00:47:36

come at the cost of our health, of our

Krisstina Wise: 00:47:38

relationships, of our own personal wellbeing.

Krisstina Wise: 00:47:41

What do you say about that?

Seath Spears: 00:47:43

Wow. Yeah. So many things. Yeah, I've kind of run

Seath Spears: 00:47:47

the gamut over the years and just I'm kind of in

Seath Spears: 00:47:50

this place now where I'm trying to focus on more

Seath Spears: 00:47:52

work, life, balance. Because when you're a

Seath Spears: 00:47:53

business owner and you have a passion for

Seath Spears: 00:47:56

something, and I think often many of us get into

Seath Spears: 00:47:59

entrepreneurship or business in general coming

Seath Spears: 00:48:01

from a place of lack. We're trying to prove

Seath Spears: 00:48:03

something. We're trying to prove that we're good

Seath Spears: 00:48:06

enough, that we have a skill set. Maybe we're

Seath Spears: 00:48:08

bullied as a kid or we're made to feel like we're

Seath Spears: 00:48:11

inferior in some way. So it's almost trying to

Seath Spears: 00:48:14

prove that we are worthy, that we can do

Seath Spears: 00:48:16

something. And so it's that drive that helps us

Seath Spears: 00:48:19

to become successful. And that's great in the

Seath Spears: 00:48:21

short term and that's like the impetus for it.

Seath Spears: 00:48:24

But in the long term that doesn't work because

Seath Spears: 00:48:25

that's not fulfilling, it's not sustainable. And

Seath Spears: 00:48:28

so I think it's getting to a place where you

Seath Spears: 00:48:30

still have that drive that you can do those

Seath Spears: 00:48:32

things, but also trying to find a little bit more

Seath Spears: 00:48:34

balance and say, yes, I can do that, yes, I'm

Seath Spears: 00:48:36

going to grind, yes, I'm going to strive and I'm

Seath Spears: 00:48:38

going to build this. But also let's balance that

Seath Spears: 00:48:40

out a little bit with family, with community,

Seath Spears: 00:48:42

with friends, so that it's not just go, go, go at

Seath Spears: 00:48:46

the expense of relationships, because at the end

Seath Spears: 00:48:48

of the day it's about the relationships, it's

Seath Spears: 00:48:51

about community. And we become so divided

Seath Spears: 00:48:53

culturally, politically, societally and. But the

Seath Spears: 00:48:57

things that we tend to agree on I think are

Seath Spears: 00:48:59

greater than the things that we disagree on. And

Seath Spears: 00:49:01

so the more we can focus on those things where we

Seath Spears: 00:49:04

agree of like being healthier, having a good

Seath Spears: 00:49:07

life, raising, raising our children in a healthy

Seath Spears: 00:49:11

manner, productive, and learn, constant learning

Seath Spears: 00:49:14

and evolution, I think those are things that we

Seath Spears: 00:49:16

can all agree are good and we want to move

Seath Spears: 00:49:18

towards. So it's just, you know, not getting so

Seath Spears: 00:49:22

stuck in this old paradigm, but kind of looking

Seath Spears: 00:49:25

at where we're going and why.

Krisstina Wise: 00:49:28

And you, and you know, you and Katie built this

Krisstina Wise: 00:49:30

brand. You know, you the first brand and worked

Krisstina Wise: 00:49:35

together, had six kids together and then divorced

Krisstina Wise: 00:49:39

and co parenting. What is like life after

Krisstina Wise: 00:49:41

divorce? Like, how are you managing six kids?

Krisstina Wise: 00:49:43

And, and I know you guys are friendly and, and

Krisstina Wise: 00:49:47

have made things really amicable, which is

Krisstina Wise: 00:49:50

awesome. But. Yeah, how is, how is Seth now

Krisstina Wise: 00:49:52

creating his new product, his new brands, being

Krisstina Wise: 00:49:55

an entrepreneur, new city, six kids. Yeah. What,

Krisstina Wise: 00:49:59

what, what's a day in the life of Seth look like?

Seath Spears: 00:50:02

Every day is different. It's a challenge,

Seath Spears: 00:50:06

honestly. You know, we were in Florida and then

Seath Spears: 00:50:10

when we split up, I never liked sport. We moved

Seath Spears: 00:50:14

down there for beaches and taxes and the

Seath Spears: 00:50:17

environment, the heat and humidity, the community

Seath Spears: 00:50:20

just didn't resonate with me. It wasn't my

Seath Spears: 00:50:22

people. And then when the marriage fell apart, I

Seath Spears: 00:50:25

made the conscious decision where I needed to go

Seath Spears: 00:50:27

somewhere where it lights me up because all I

Seath Spears: 00:50:29

have is my kids. And they're getting the worst

Seath Spears: 00:50:30

version of me because like I'm traveling all the

Seath Spears: 00:50:32

time for work. I'm not happy here. I haven't had

Seath Spears: 00:50:35

any stimulating intellectual, business or other

Seath Spears: 00:50:39

otherwise conversations since I've been here and

Seath Spears: 00:50:42

it's just not my people. So I made the conscious

Seath Spears: 00:50:44

decision to move to Colorado part time and then

Seath Spears: 00:50:48

split time. So back and forth. So when I'm in

Seath Spears: 00:50:50

Colorado, I'm in work mode. I'm hanging out with

Seath Spears: 00:50:52

friends, I'm focusing on myself and spending time

Seath Spears: 00:50:55

in nature. And then when I'm back in Florida, I'm

Seath Spears: 00:50:57

in dad mode. So I'm with the kids and I'm

Seath Spears: 00:50:59

focusing on them and their activities and things.

Seath Spears: 00:51:02

And you know, it can be a lot. Not going to lie.

Seath Spears: 00:51:05

Trying to co parent, especially long distance, is

Seath Spears: 00:51:09

not easy. And many days I feel like I'm failing

Seath Spears: 00:51:11

on our fronts. But I think if it was easy,

Seath Spears: 00:51:14

everyone would do it. And whether that's in

Seath Spears: 00:51:16

business or parenthood or anything, because it's

Seath Spears: 00:51:20

none of us get out of this alive. So how can we

Seath Spears: 00:51:22

make it easier? How can we have more fun? How can

Seath Spears: 00:51:25

we do what lights us up and also be a good

Seath Spears: 00:51:27

example for our family, for our friends and

Seath Spears: 00:51:28

others? And I think that's a constant process

Seath Spears: 00:51:31

that I'm constantly, constantly learning and

Seath Spears: 00:51:34

trying to figure out.

Krisstina Wise: 00:51:36

I love that. And you know what I love about your

Krisstina Wise: 00:51:38

story is that it's looking to live life fully in

Krisstina Wise: 00:51:44

all these things like how do I be a great dad

Krisstina Wise: 00:51:46

while at the same time fulfilling on my own

Krisstina Wise: 00:51:48

personal ambition and happiness and integrate the

Krisstina Wise: 00:51:52

two of you those. And you've really done the work

Krisstina Wise: 00:51:54

to figure out how to do that and what's working

Krisstina Wise: 00:51:56

and adjusting but you know, without having to

Krisstina Wise: 00:51:59

sacrifice one for the other necessarily.

Seath Spears: 00:52:01

Yeah, I mean I was raised in a family where love

Seath Spears: 00:52:03

equates sacrifice, like in order. Love means pain

Seath Spears: 00:52:08

in a lot of ways and stuff. So the only way you

Seath Spears: 00:52:10

show someone you love them is by constantly

Seath Spears: 00:52:12

sacrificing yourself and everyone around you. And

Seath Spears: 00:52:15

that was not a great example. And there are so

Seath Spears: 00:52:17

many people that think, oh well, if you love your

Seath Spears: 00:52:19

kids, you're just going to do everything for them

Seath Spears: 00:52:21

at the expense of yourself. But that's not

Seath Spears: 00:52:23

setting a good example of self love or boundaries

Seath Spears: 00:52:27

or having a balance. So it's just not all about

Seath Spears: 00:52:30

them. And yes, they're incredibly important. They

Seath Spears: 00:52:32

are the next generation, they are the future. But

Seath Spears: 00:52:34

let's show them a different way. Let's show them

Seath Spears: 00:52:37

it's about having a balance and it's not all or

Seath Spears: 00:52:39

nothing, not all about them. It's not all about

Seath Spears: 00:52:41

me. And it's not just being selfish, but you

Seath Spears: 00:52:43

know, selfish sometimes that's not Necessarily

Seath Spears: 00:52:45

always a bad thing because sometimes we have to,

Seath Spears: 00:52:47

we can't, can't pour from an empty cup. So we got

Seath Spears: 00:52:50

to fill ourselves up before we can help with

Seath Spears: 00:52:52

others. And so I think it is finding that balance

Seath Spears: 00:52:56

in there and that's a moving target.

Krisstina Wise: 00:52:58

Yeah. All right, just a couple more questions.

Krisstina Wise: 00:53:00

The first one is looking back if you have an, if

Krisstina Wise: 00:53:05

you had an opportunity to do something all over

Krisstina Wise: 00:53:07

again based on what you know now in this kind of

Krisstina Wise: 00:53:10

entrepreneurial journey since post call, you

Krisstina Wise: 00:53:13

know, a few years post college, but until now,

Krisstina Wise: 00:53:17

anything you would change? I mean I always,

Krisstina Wise: 00:53:20

there's always a thing that I wouldn't change

Krisstina Wise: 00:53:21

anything because I wouldn't be the person. But

Krisstina Wise: 00:53:23

you know, just really looking like back, if I

Krisstina Wise: 00:53:25

know now what I, you know, knew then or whatever,

Krisstina Wise: 00:53:29

what I, what would I have done differently?

Seath Spears: 00:53:31

Hindsight's always 20 20. I think it would have

Seath Spears: 00:53:34

been to lean in even harder to my skill set and

Seath Spears: 00:53:38

not be afraid to like not hold back, to just lean

Seath Spears: 00:53:41

in more and say, hey, I do have a skillset here.

Seath Spears: 00:53:44

Hey, charge my worth. You know, especially when I

Seath Spears: 00:53:48

was in the marketing space for so many years and

Seath Spears: 00:53:50

I definitely want to provide great value under

Seath Spears: 00:53:52

promise and over deliver. That was kind of my

Seath Spears: 00:53:54

motto. But I was not charging for what I was

Seath Spears: 00:53:57

actually worth. I didn't see the value that I

Seath Spears: 00:53:59

brought for many years. I didn't see the value

Seath Spears: 00:54:01

that I brought and growing wellness model. Um,

Seath Spears: 00:54:03

and I looked at what my ex wife was doing and

Seath Spears: 00:54:08

because she was the writer, she was the face, but

Seath Spears: 00:54:10

realizing that it wouldn't have grown, it

Seath Spears: 00:54:12

wouldn't be a platform, it wouldn't be the thing

Seath Spears: 00:54:14

if it wasn't for the skillset that I brought to

Seath Spears: 00:54:16

the table and was that consistent force that kind

Seath Spears: 00:54:19

of kept her at bay and helped helped her to focus

Seath Spears: 00:54:23

on some of these things and really helped direct

Seath Spears: 00:54:27

the ship. So I think it would have been to

Seath Spears: 00:54:29

leaning into my gifts and talents and going all

Seath Spears: 00:54:33

in on some of these things a lot earlier.

Krisstina Wise: 00:54:36

Yeah, I can definitely resonate with that one.

Krisstina Wise: 00:54:39

All right, final question is I just like to do a

Krisstina Wise: 00:54:41

little bit myth busting. Anything to do with

Krisstina Wise: 00:54:43

business or even the wellness space, like just a

Krisstina Wise: 00:54:47

myth out there that you'd like to bust.

Seath Spears: 00:54:52

I think in the health space there's biohacking is

Seath Spears: 00:54:57

such a big thing. We're looking at every new

Seath Spears: 00:54:59

device and technology and we have so much data

Seath Spears: 00:55:03

and we've got our oura ring and our Whoop and our

Seath Spears: 00:55:05

Apple watch and we're tracking everything. But

Seath Spears: 00:55:07

often that's just an excuse to just create

Seath Spears: 00:55:11

anxiety and like, oh, well, my sleep wasn't that

Seath Spears: 00:55:13

great. But it, you know, it really. Health is.

Seath Spears: 00:55:17

Can be pretty simple. I mean, it's getting

Seath Spears: 00:55:19

harder, but drink clean water, breathe clean air,

Seath Spears: 00:55:25

get some morning sunlight, you know, eat real

Seath Spears: 00:55:27

food, like, not the processed crap. Spend time

Seath Spears: 00:55:31

with community and family, get into nature,

Seath Spears: 00:55:34

disconnect from your electronics. Like, do less

Seath Spears: 00:55:38

and be more. And I think it's just simplifying

Seath Spears: 00:55:40

and being present.

Krisstina Wise: 00:55:43

I just love that. You know, I was talking to my

Krisstina Wise: 00:55:46

husband the other day, and I was talking to him

Krisstina Wise: 00:55:48

about a conversation I'd had and. And a friend,

Krisstina Wise: 00:55:53

an old friend that I hadn't talked to in a long

Krisstina Wise: 00:55:54

time, had moved overseas and moved back, and she

Krisstina Wise: 00:55:57

was asking me, like, hey, Christina, how are you?

Krisstina Wise: 00:55:59

And I. And she's like, really? Like, how are you?

Krisstina Wise: 00:56:02

I said, you know, I'm really good, and my life is

Krisstina Wise: 00:56:06

good because it's simple. It's just simple. I've

Krisstina Wise: 00:56:11

removed just all the drama, complexities,

Krisstina Wise: 00:56:14

overwhelm all the devices and stuff with data and

Krisstina Wise: 00:56:18

trying to be perfect, whatever it is. And it's

Krisstina Wise: 00:56:21

like life, my life pretty much is what you just

Krisstina Wise: 00:56:23

said every day, getting, you know, living my

Krisstina Wise: 00:56:26

purpose through my work. But other than that,

Krisstina Wise: 00:56:28

it's. It's everything you just said, and it's

Krisstina Wise: 00:56:30

like, wow, life is really good when it's that

Krisstina Wise: 00:56:33

simple. You can just really enjoy the sunlight

Krisstina Wise: 00:56:35

and you feel really good and have energy. So I. I

Krisstina Wise: 00:56:38

almost think, like, simplicity is underrated.

Seath Spears: 00:56:42

Have you read the story of the Mexican fisherman?

Krisstina Wise: 00:56:45

No.

Seath Spears: 00:56:46

So it's. There's this Mexican fisherman. He would

Seath Spears: 00:56:49

get up every. There's. Oh, let me backtrack.

Seath Spears: 00:56:51

There's a. There's an American tourist, a very

Seath Spears: 00:56:54

successful businessman that was vacationing in

Seath Spears: 00:56:55

Mexico, and he saw a Mexican fisherman every day.

Seath Spears: 00:56:58

He would get in his little boat, row out and

Seath Spears: 00:56:59

catch some fish. So we had a conversation with

Seath Spears: 00:57:02

them, and it's like, what does your schedule look

Seath Spears: 00:57:03

like? You know, seems like it's great you're

Seath Spears: 00:57:05

living here in Mexico. It was like, every day I

Seath Spears: 00:57:08

get up breakfast, go out and fish, bring them

Seath Spears: 00:57:13

home, grow them up. I have much of my family. I

Seath Spears: 00:57:17

have a siesta. I meet love to my wife. Then I go

Seath Spears: 00:57:20

into town and play guitar with my friends and

Seath Spears: 00:57:22

have a late day. They did that over and over.

Seath Spears: 00:57:24

It's like, well, it seems like you're catching a

Seath Spears: 00:57:26

lot of fish. What if you brought someone in to

Seath Spears: 00:57:29

help you? And then you could catch more and you

Seath Spears: 00:57:31

could sell those and then you could buy another

Seath Spears: 00:57:34

boat. You could get a fleet that you could do

Seath Spears: 00:57:36

more and more and eventually then you get hired

Seath Spears: 00:57:39

all out. And then you could retire and then you

Seath Spears: 00:57:41

could get up late, eat breakfast, go fish, come

Seath Spears: 00:57:46

home, have a siesta, make love to your wife, and

Seath Spears: 00:57:48

then go play guitar with your friends that will

Seath Spears: 00:57:50

eat dinner. And so the whole process is this very

Seath Spears: 00:57:53

circular thing of we already have what we want,

Seath Spears: 00:57:56

but we think we have to do this thing to get

Seath Spears: 00:57:58

somewhere else. And it's this constant drive for

Seath Spears: 00:58:00

more and more and more. What if it's not more

Seath Spears: 00:58:02

more? What if it's less?

Krisstina Wise: 00:58:04

I love that. Well, I think that's a good place to

Krisstina Wise: 00:58:07

let the mic drop. Seth, thank you so much again.

Krisstina Wise: 00:58:10

You're just a wealth of information. Thank you

Krisstina Wise: 00:58:12

again for your commitment to the quality of these

Krisstina Wise: 00:58:14

products and introducing them to the world. And

Krisstina Wise: 00:58:17

thank you for sharing your marketing genius with

Krisstina Wise: 00:58:19

us today.

Seath Spears: 00:58:20

Thanks for having me.

Krisstina Wise: 00:58:22

I hope you enjoyed that conversation as much as I

Krisstina Wise: 00:58:24

did. If you wish to learn more from me about

Krisstina Wise: 00:58:27

financial abundance, business and wealth

Krisstina Wise: 00:58:29

creation, I invite you to check out my new

Krisstina Wise: 00:58:31

YouTube channel, subscribe and receive weekly

Krisstina Wise: 00:58:34

money education videos. You'll find

Krisstina Wise: 00:58:36

me@YouTube.com ristinawise YouTube.com Otherwise,

Krisstina Wise: 00:58:46

join me again next week for an episode of the

Krisstina Wise: 00:58:48

Wealthy Wealthy podcast where I interview experts

Krisstina Wise: 00:58:50

about the intersection of wealth, health, and

Krisstina Wise: 00:58:51

business. Until then, live your wealthy, wealthy

Krisstina Wise: 00:58:54

life.