Baking it Down with Sugar Cookie Marketing 🍪 Episode 197: Baking it Down - Lessons from Susan Reed Release Date: February 4, 2025
Introduction
In Episode 197 of the Baking it Down Podcast by Sugar Cookie Marketing, hosts Heather and Corrie Miracle delve into the intricacies of managing a thriving Facebook group for bakers-turned-business-owners. This episode primarily focuses on identifying and combating prevalent scams in the sugar cookie world, drawing lessons from the infamous "Susan Reed" persona. Additionally, the hosts share invaluable marketing strategies, emphasize the importance of consistency, and discuss the evolution of their community and podcast offerings.
Group and Podcast Statistics
Heather and Corrie begin by sharing insightful statistics about their expansive Facebook group, which boasts 47,338 members. They highlight the group's impressive engagement metrics:
- 8,375 posts in the past year (average of 0.17 posts per member).
- 138,700 comments, averaging nearly three comments per user.
- 340,000 reactions, equating to about eight reactions per member.
Heather remarks at [02:33]:
"This shows that if you ask a question, you're gonna get an answer."
The hosts emphasize that while membership numbers are substantial, active participation is the true indicator of a healthy community. With 81.6% of members actively engaging, their group stands out as highly managed and interactive.
Understanding and Combating Scams: The Susan Reed Case
A significant portion of the episode is dedicated to unraveling the tactics used by scammers in the sugar cookie industry, personified by the name "Susan Reed." Heather and Corrie discuss how these scammers operate and provide actionable strategies to protect their community members.
Corrie explains at [10:20]:
"Scams are so prevalent, specifically in the sugar cookie world. They use roughly the same copy, but it's always a different name."
Key Lessons from Susan Reed:
-
Exceptional Consistency:
- Scammers like Susan Reed are relentless and consistent in their approach, making them highly effective.
- Heather notes at [12:23]:
"Consistency is the make it or break it. You do not have to be the best sugar cookie baker. Your royal icing doesn't need to be the cleanest of lines. If you are consistent, you will beat out those who are inconsistent."
-
Do Not Take No for an Answer:
- Persistence is crucial. Even after multiple rejections, continued polite follow-ups increase the chances of securing deals.
- Corrie shares at [15:44]:
"You do not take no for an answer."
-
Concise and Clear Communication:
- Keeping messages straightforward and to the point eliminates confusion and reduces the chances of miscommunication.
- Corrie emphasizes at [24:26]:
"Clear and concise communication can actually win you the sale."
-
Efficient Follow-Up:
- Quick and efficient follow-ups can secure more sales by capitalizing on initial interest before potential clients explore other options.
- Heather advises at [36:43]:
"Be efficient in your follow up."
The hosts also warn listeners to be vigilant against emails or messages that seem too good to be true, urging them to verify authenticity before engaging.
Marketing Strategies: Consistency is Key
Heather and Corrie underscore the paramount importance of consistency in marketing. They argue that consistent marketing efforts can level the playing field, allowing smaller bakeries to compete effectively against larger, established brands.
Heather states at [14:16]:
"You can't keep the lights on without writing."
Strategies Discussed:
-
Regular Social Media Posts:
- Maintaining a steady presence on platforms like Instagram and Facebook ensures continuous engagement with potential customers.
-
Diversified Outreach:
- Utilizing multiple channels (e.g., Instagram, TikTok, email newsletters) to reach a broader audience and reduce dependency on a single platform.
-
Cold Outreach:
- Persistent and respectful cold emailing can open doors to new opportunities, even if initial responses are negative.
-
Leveraging AI Tools:
- Tools like Gmail's AI summarizer can enhance communication efficiency, ensuring messages are clear and to the point.
Community Engagement and Support
The hosts highlight the significance of fostering a supportive and interactive community. Features like icebreakers, February freebies, and live Q&A sessions encourage members to engage actively, share their challenges, and celebrate their successes.
Heather explains at [08:27]:
"It's about getting you to come back every 24 hours for 14 days."
They also discuss the balance between managing group rules and allowing open communication, ensuring scams are promptly addressed without stifling genuine interactions.
Class Kits and the Cookie College
A notable segment of the episode covers the advancement of their Cookie College, a membership program designed to equip bakers with the necessary tools and knowledge to streamline their business operations.
Corrie describes the offerings at [63:27]:
"The Cookie College being it gets everything. It's $76 a month."
Membership Tiers Include:
-
Cookie College:
- Comprehensive access to all courses, class kits, marketing scripts, and promotional materials.
-
Class Kits for Established Teachers:
- Ready-to-use kits for those who already conduct classes but seek structured themes and content.
-
Foundational Courses:
- Essential courses covering the basics of running an efficient bakery business.
Heather and Corrie emphasize how these resources simplify the process of teaching classes, marketing, and managing orders, allowing bakers to focus more on their craft.
Email and Communication Strategies
The importance of professional email communication is discussed in depth. The hosts recommend using custom email domains and newsletter platforms like Mailchimp or Flodesk to ensure emails land in the inbox rather than the promotions or spam folders.
Heather advises at [25:21]:
"Treat your email with respect by piping it through a newsletter."
They caution against using personal Gmail addresses for mass emails due to spam regulations and advocate for tailored email marketing services that comply with legal standards and enhance deliverability.
Conclusion
Episode 197 of Baking it Down offers a wealth of knowledge for bakers looking to enhance their business marketing strategies. By dissecting the tactics of scammers like Susan Reed, emphasizing consistency, and providing robust community support through initiatives like the Cookie College, Heather and Corrie equip their listeners with the tools needed to navigate the competitive baking industry successfully.
Final Takeaway:
"Consistency can look different from month to month, week to week, quarter to quarter. It doesn't need to be like, you have to do everything all day, every single day."
By prioritizing consistent marketing efforts and leveraging community resources, bakers can achieve sustainable growth and protect their businesses from fraudulent activities.
Notable Quotes
-
Heather at [02:33]:
"This shows that if you ask a question, you're gonna get an answer."
-
Corrie at [10:20]:
"Scams are so prevalent, specifically in the sugar cookie world. They use roughly the same copy, but it's always a different name."
-
Heather at [12:23]:
"Consistency is the make it or break it. You do not have to be the best sugar cookie baker. Your royal icing doesn't need to be the cleanest of lines. If you are consistent, you will beat out those who are inconsistent."
-
Corrie at [24:26]:
"Clear and concise communication can actually win you the sale."
-
Corrie at [15:44]:
"You do not take no for an answer."
Additional Resources
- Cookie College Membership: For comprehensive courses and class kits, visit thecookiecollege.com.
- BackersCo Backdrops: Enhance your product photos with high-quality backdrops. Use code SUGARCOOKIE for a 20% discount.
- Royal Batch by Bakety Bake: For premium meringue powder and icing supplies. Use code LOVE20 for 20% off until February 8th.
Join the Conversation: Engage with Heather and Corrie on their Facebook Group and stay updated with the latest marketing trends, class kits, and community support for your sugar cookie business.
Disclaimer: This summary is based on the transcript provided and aims to encapsulate the key discussions and insights shared by Heather and Corrie in Episode 197 of the Baking it Down Podcast.