February 4th Newsletter

The Conversation

Are You Doing “Fake Work” Or Are You Actually Working?

Inspired by a thought-provoking point from @thejustinwelsh on Threads, it's time to question: Are we focusing on feel-good tasks rather than on those that directly contribute to our bottom line?

Busy Work vs. Money-Making Activities

It's easy to fall into the trap of busy work – spending hours perfecting social media graphics or consuming endless podcasts on success strategies. While these tasks might offer the satisfaction of ticking boxes, they divert attention from the activities that actually fill those boxes with revenue.

What Are Money-Making Activities?

Money-making activities are those that directly increase your chances of making a sale or growing your business financially. This includes:

• Engaging with potential buyers directly.

• Presenting your brand to new audiences.

• Optimizing your sales funnel and checkout processes.

• Implementing feedback systems for continuous improvement.

Building Your Audience: A Non-Negotiable

At the heart of every successful business is a strong, engaged audience. If you haven't reached at least 100 people with your brand's message this week, it's time to up your game. Visibility is key, and every interaction is an opportunity to convert a curious onlooker into a loyal customer.

Systems Ready for Sales: Are You Prepared?

Having systems in place for when the sales start rolling in is just as crucial as making those sales. It’s about being ready to deliver without a hitch when your audience decides to buy – ensuring a smooth, enjoyable experience that will keep them coming back.

The Reality Check

Unlike working for someone else, you can not get away with busy work. Opting for the easy tasks can often feel like progress, but it's the challenging, direct revenue-generating activities that will transform your venture from a hobby into a bona fide business.

This week, challenge yourself to step out of your comfort zone. Talk to potential customers, showcase your brand, and fine-tune your sales processes. Your future self will thank you for it.

Using the Algorithm to Get Discoverable

Social media platforms like Instagram and Facebook use complex algorithms to present content based on user interests. This means that when someone shows an interest in home decoration, the algorithm notes this and starts showing more content related to that topic. Many of these tips you have heard before but, it can be overwhelming to execute as a solo business owner.

Let’s break it down to be more digestible for you to execute.

Pinpoint Your Target Audience

For a business specializing in decorative pillows, your target audience around spring might include individuals showing interest in home décor, DIY home improvement, or seasonal redecoration. Use seasonal and user intent to create timely content that the reader or viewer can implement in their lives immediately.  

How to Make This Work for You:

• Keyword Research: Use tools like Google Keyword Planner or even Instagram's search bar to find popular keywords around your business. (For example: home decoration, spring décor, etc.) Incorporating these into the content portion of your posts can increase your visibility. You will also find highly used misspelled keywords. Take advantage of those as well.

• Influencer Search: They do not have to be related to the industry, but many of your audience may share an adoration for a celebrity or an influencer. If you notice more than 1% of your valued followers following a certain celebrity, you should too. If that person shares something that is industry-adjacent then speak on it. (For example: You sell mechanic sets for women. Sydney Sweeney posts fixing her car. Go and make content about why this is radical and how it relates to your initiative behind the brand. Or talk about tools she uses and how other women can get them to start their journey.)

Craft Content That Speaks Directly to Your Audience's Needs & Interests

Simply said, understanding what your audience is looking for allows you to tailor content accordingly. There is no need to create 100 pieces of content to capture attention. Make your page a resource that is binge-worthy. 

Yes, this takes time to perfect. However, once a few people who like your post have a few other people with the same interest, you become discoverable. By strategically creating and curating your content you're not just hoping to get noticed; you're ensuring your product is a top choice for anyone looking for it.

Discoverability is the goal. Your marketing funnel should be ready to capture their email. Owning your contacts is important. Even if the algorithm sparingly shows your posts to them you can always share it along in your email.

Etsy Ads.. Is It for “Fools” Only?

Last time we talked about the very beginner-friendly platform, Etsy. Let's chat about Etsy ads. You might think they’re just for those early days when you're trying to get noticed. But there's way more to it, especially if you're trying to work smarter, not harder.

Ads = Faster Audience Data

Here’s the deal: ads on any platform, Etsy included, are like a fast track to finding out what works. It’s not just about getting your shop in front of people. It’s about discovering the perfect words—those keywords that your ideal customers are typing into the search bar, looking for something you offer.

In my early days, I was all about using ads to just pop up in front of potential customers. But that’s kind of like throwing darts in the dark. I learned that the real value of ads comes from the data they give you back.

Digging for Keyword Gold

Running an ad can show you exactly which keywords are goldmines and which ones are duds. This isn’t just about getting a few extra clicks. It’s about understanding your audience like never before. What words do they use? What interests them? This is the info you can get from ads, and it’s priceless.

So, Your Ad Didn’t Convert. Now What?

Didn’t get a bunch of sales from your ad? No stress. The real win is the data you’ve collected. Use those insights to tweak your product descriptions or to fuel your content strategy. It’s about playing the long game, using ads to gather intel that helps you attract your ideal audience organically down the line.


Etsy ads (or any ads, really) are more than just a shout into the void. They’re a tool for learning, letting you peek into the minds of your potential customers. Use them to gather data, and then use that data to make your shop even better. It’s about being smart with your money and your strategy.

So, next time you’re considering an ad, remember: you’re not just paying for clicks. You’re paying for knowledge. And that’s worth every penny.

You Are a Problem Solver and an Expert

Getting your first sale or even consistent sales can feel like climbing a mountain, especially when you're pouring your heart into your e-commerce business but not seeing the results. It's not just about having a great product; it's about how you communicate its value. Let's break down how to shift your message from "what this product is" to "how this product changes your buyer's life."

Understanding Your Buyer's Problems

Before anything else, ask yourself:

• What problem does my product solve for my buyer?

• How does my product improve my customer's day-to-day life?

• Why should my customer care about this product?

These questions get to the heart of why someone would want to buy from you. It's not about the product's features but the benefits it brings to their lives.

Every successful sale begins with understanding the problem your product solves. But how do you pinpoint these problems, and more importantly, communicate your product as the solution? It’s not just about promoting a product; it’s about showing your audience how this product can change their lives for the better.

Identifying and Communicating the Problem

You might wonder, "How do I discover the real problems my product solves?" Start by listening. Reviews of similar products, social media comments, and direct customer feedback are goldmines. They reveal pain points and issues your product can address.

Once identified, the challenge is "How do I show my product as the solution without sounding salesy?" The key is in the storytelling. Illustrate how your product fits into your customer’s life, solving their problem. It's not about what your product is but what it does for them.

Incorporating the concept of niching down into this strategy is crucial. By focusing on a specific segment of the market, you can better understand and articulate the unique problems your product solves.

This isn’t about limiting your market; it’s about becoming the go-to solution for a specific group of people. I get what you are wondering, "But how do I niche down effectively?" Look at your product’s features and ask which specific audience would benefit most from them. Then, tailor your message to address the unique challenges of this group.

Educating Your Audience on Unrecognized Needs

Sometimes, your audience might not even realize they have a problem your product solves. "What if my product solves a problem people aren’t aware of?" Here lies the opportunity for education. Create content that brings this problem to light, showing the before and after scenarios of using your product. It’s about opening your audience's eyes to a need they didn’t know existed and positioning your product as the perfect solution.

Powerful Communication Through Problem-Solving

Transforming your product from a simple commodity to a must-have solution starts with how you communicate. By focusing on solving problems and niching down, you speak directly to those who need what you offer the most. Remember, the most compelling sales pitch isn’t a pitch at all—it’s a conversation about solutions.

Ai Replacing Freelancers a Good Thing for Smaller Businesses?

Freelancers deserve to get paid what they are worth, but what if that is not in the budget for you right now? In 2022 the world was introduced to open Ai. Quickly I believe we all began to notice how beneficial it could be for businesses.

While I am not a fan of taking bread out of someone’s mouth, I am an advocate for more tools that keep expenses low in business.

AI: The DIY Workforce for Bootstrapping Businesses

The truth is, while freelancers are invaluable for their expertise and creativity, their cost can sometimes be beyond the reach of a micro business just starting out. With tools designed to perform a variety of tasks, from copywriting with ChatGPT to creating video snippets with Opus Clip, AI is changing how we manage our workload.

Blending AI with Human Insight

While it's true that leveraging AI might still require your time, the efficiency and cost-effectiveness it brings to the table cannot be understated.

As your business grows, tasks initially managed by AI can be seamlessly transitioned to VAs. This hybrid approach allows you to scale efficiently, maintaining the quality and personal touch that AI alone can't replicate.

The forward-thinking freelancers are already adapting, and developing AI-powered tools that offer micro businesses access to expert skills without the hefty price tag. It's a win-win: businesses gain access to affordable solutions, and freelancers open new revenue streams. Who knows, you may make an Ai tool that can help your consumers one day.