The Million-Dollar Product Playbook: Turn Your Idea Into a 7-Figure Brand with Jacqueline Snyder

Summary

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Slay The Gatekeeper Podcast: The Million-Dollar Product Playbook

Host: Courtney Johnson
Guest: Jacqueline Snyder
Date: October 28, 2025

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Main Theme

This episode features Jacqueline Snyder—designer, product business expert, and co-host of The Product Boss—sharing actionable “cheat codes” for building a successful, even 7-figure product brand from scratch. From consistency and ideation to audience building, community, webinars, and investing in self-growth, Jacqueline and Courtney demystify both the mindset and tactical steps needed to go from a mere idea to a thriving product-based business with real-world examples, anecdotes, and practical strategies.

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Key Discussion Points & Insights

1. Manifesting Your Dream Life and Abundance

• Jacqueline shares her personal definition of success: living with freedom, safety, abundance, and the ability to create her own destiny.
• She reflects on achieving her dream house, traveling with family, and creating memories with her late mother thanks to her entrepreneurial journey.
  • Quote: "For me, my dream was to feel free and safe, but to also feel in, like, massive abundance... to travel the world with my kids and my husband and do what we want and buy what we want." (03:34–03:58)

2. Jacqueline's Journey from Artist to Product Boss

• Jacqueline details her path:
  • Early artistic roots and pivot to fashion design
  • Consulting with over 2,000 brands and launching her own innovative product (wrist wallet) that attracted celebrity fans
  • Founding The Product Boss: a podcast and education platform for product creators and makers
• Importance of filling market gaps and product evolution through hands-on experience

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3. Cheat Code #1: Consistency is What Scales

• Consistent action beats sporadic bursts of activity.
• The road to expertise and scale is paved with repetitions and iterations—not just isolated long hours.
  • Quote (Jacqueline): "You can get better at anything if you stay consistent... I used to not be good at speaking... Now I can stand in front of a room of 1,000 people because I know what I'm talking about. I've practiced it over and over and over." (04:33–05:38)
  • Quote (Courtney): "It's not 10,000 hours, it's 10,000 iterations... As long as you're iterating and improving on every iteration, there is no way to fail." (05:42–06:20)
• Consistency relates to all platforms: social media, podcasting, product launches, etc.

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4. Cheat Code #2: How to Start a CPG Brand ‘The Right Way’

a. Start with WHY.

• Clarify your personal “why” and your customer’s “why.”
• Don’t just copy; understand the need you’re solving—for yourself and for your buyer.

b. Focus Your Offer: Hero Product or Core Collection

• Avoid MVP (Minimum Viable Product) overload; be known for one great thing.
• "Known For" Method: Pick a hero product with variations or a tight collection rather than a wide unfocused range.
  • Quote: "People are like, I want to do beauty care... Well... let's figure out what you're known for. It could be a hero product, like a single product with variations... Or a collection." (08:00–09:42)

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5. Cheat Code #3: Action Takers Are Money Makers

• Action is the differentiator; execution beats mere ideation.
• Anecdote: Jacqueline’s brother invented a dog onesie but didn’t pursue it; his roommate later pitched the same product on Shark Tank and succeeded.
  • Quote: "There’s people who have ideas and do not take action, and there’s people who have ideas and they take action. Truthfully, none of our ideas are actually original... The difference between you and everybody else... is just doing it." (13:07–14:21)
• Test & Try: Use social media to build an audience, get feedback, and validate before launching.
  • Quote (Courtney): "How can I start this in the next hour with $0? ... Start a page around the culture of a teen equestrian world." (16:04–16:56)

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6. Cheat Code #4: Audience Building BEFORE Launch

• Start cultivating an audience—by sharing the lifestyle, culture, and behind-the-scenes of your product—before you even release it.
• Let the community participate and help shape the final product (color, features, etc.).
  • Quote: "They can give you feedback. They can essentially be like your focus group." (16:57–17:16)
• Social media helps, but leveraging others' audiences (collabs, partnerships) or non-social channels also works.

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7. Cheat Code #5: Bootcamps & Webinars—Conversion Machines

• Jacqueline prefers challenges and bootcamps (3-5 days, paid, small fees) over standard webinars for nurturing action.
  • Higher show-up rates and conversions: Paid options yield 50–60% attendance vs. 15–30% for free events.
  • Quote: "People who pay pay attention... 70% of [VIP bootcamp] people convert to the $2,000 offer at the end." (21:30–22:10)
• Positioning and language matter; “webinar” is less enticing than “bootcamp” or “challenge.”
  • Quote (Courtney): "By the way, I do hate the word webinar... If it was the acne boot camp... I would absolutely go and convert for whatever product." (25:37–26:08)

Bootcamps for Product Businesses:

• Educational events around product use, implementation, or lifestyle win trust and drive sales.
  • Example: Skincare line hosting an “Acne Bootcamp” versus a generic webinar.
  • "People want you to tell them what to buy. Yeah, they literally want you to tell them buy this for this outcome." (27:40–28:02)

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8. Cheat Code #6: Investing in Yourself is Non-Negotiable

• Both Courtney and Jacqueline underscore the massive ROI in investing in masterminds, coaching, and self-development—even when the dollar amounts feel intimidating.
  • Quote: "Education is always ROI. There’s no one can take education away from you." (32:57–33:18)
• Investment raises your ceiling, gives you access to new models, and accelerates your growth.
  • Quote (Jacqueline): "When you pay, you pay attention, especially the rooms you’re getting into. That’s why a mastermind’s $30,000, like the kind you’re getting into because there’s multi-millionaires in there." (30:16–30:30)

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Notable Quotes & Memorable Moments

On Consistency and Becoming an Expert

• "I used to not be good at speaking... now I can stand in front of a room of 1,000 people because I've practiced it over and over and over." –Jacqueline (05:38)

On Validating with Audience Before Launch

• "Can you just start posting your protein smoothie recipes right now? So when you do launch... you already have this audience." –Courtney (16:56)

On Action Versus Ideas

• "Action takers are money makers." –Jacqueline (16:04)

On Bootcamps Driving Sales

• “The people who pay for VIP, like, 70% of them convert to the $2,000 offer at the end.” –Jacqueline (21:48–22:10)

On Investing in Yourself

• “Education is always ROI. There’s no one can take education away from you.” –Jacqueline (33:16)

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Timestamps for Key Segments

• 03:34 – Jacqueline shares her vision of abundance and freedom.
• 04:33 – Consistency is what scales; becoming an expert through repetition.
• 06:03 – Why volume of work matters—comparison to social media creators.
• 08:00 – The right way to start a product brand: Start with ‘Why.’
• 13:07 – Action takers vs. idea people: Shark Tank anecdote.
• 16:04 – "Action takers are money makers" & MVP validation via social media.
• 19:58 – Bootcamps, paid challenges, and how they outperform free webinars.
• 21:30 – 70% VIP bootcamp conversion rate; the psychology behind it.
• 25:37 – Rebranding webinars as engaging bootcamps or challenges.
• 27:40 – “People want you to tell them what to buy.”
• 29:07 – The necessity and ROI of investing in yourself.

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Closing and Resources

Find Jacqueline:

• The Product Boss Podcast (Apple, Spotify, YouTube, Instagram @theproductboss)
• Encourages listeners to reach out via DM for personal connections.

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Tone & Language

The conversation is friendly, motivational, and practical. Both Courtney and Jacqueline blend tactical business advice with relatable personal anecdotes, keeping the advice encouraging and accessible for entrepreneurs at all stages.

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For Listeners…

If you want to launch (and scale) a successful product brand in 2025, this episode is packed with clear, actionable “cheat codes”: become consistent, validate early, focus your offer, educate and grow your audience before you launch, embrace conversion tools like bootcamps, and unapologetically invest in your own growth. Action is more important than perfect originality—and investing in yourself will always have a return.

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Transcript

[A]

In order to rank in the top 4% of podcasts that have ever existed in the history of podcasting, all you have to do is make six episodes.

[B]

I know exactly what I need to create to create the outcome that I want. What does it take? You know, what does it take to have a really big podcast or to get out there? And it's like, well, we just did it.

[A]

You told me.

[B]

Yeah.

[A]

People who pay pay attention.

[B]

I think it depends. Like, Jessica Alba, when she started honest, she really wanted it, Right? It was her baby. It was like, the thing that she birthed. And then I think there's other people who just get to put their names on things. We all think we are inventing something new, but we're not. I say you can't reinvent the wheel, but you can redesign it.

[A]

Jacqueline, I'm so scared. I've never sent this much money. Like, am I being scammed? Like, what do I do?

[B]

Do you regret it?

[A]

No, I don't regret it at all. Welcome to Slay the Gatekeeper. I'm your host, Courtney Johnson, and I am here to un gatekeep the gatekept. Thank you so much for being here. Enjoy. Jacqueline, welcome.

[B]

Hi. Thanks for having me.

[A]

I'm so excited you're here. Whenever I met you, I already knew who you were, and I'm like, my goal by the end of all of this is to get you on my podcast. And now we're here in LA at your house.

[B]

So. Good. And what's crazy is I think I was telling you that I was going back through saved reels that I have, and from, like, three years ago, I have a reel of, like, content saved of you. Or I'm like, oh, she's real good. Let's save that for later.

[A]

I wonder what video it was.

[B]

I don't know.

[A]

Okay, we'll go back to it.

[B]

Just you being really smart, talking into.

[A]

A mic, me being silly. Yeah. That was, like, OG in my content creation days, probably.

[B]

Yeah.

[A]

I love it. Jacqueline, what's your dream?

[B]

Ooh, my dream is, I think it's a feeling, and it's a feeling to feel free. I'm living in my dream house, which is something that I always wanted. So this is kind of cool to do it from here because I manifested this house. We were talking about that this morning. For me, my dream was to feel free and to feel safe, but to also feel in, like, massive abundance. So to really be able to create my own destiny, to be able to create my own money, which had a lot to do with, like, My destiny, what I get to create and not having to worry about bills and all that, but actually to travel the world. Travel the world with my kids and my husband and do what we want and buy what we want and save and just feel really, like, really, really, really abundant.

[A]

Where are you going to travel to?

[B]

We have already gone to Japan and Europe in the last couple years since the kids got older. And we were lucky. I was able to take my mom, and my mom just passed from stage four colorectal cancer. So get your screenings. We were able to go first class and, like, do all these really amazing things. And that was all through earning and creating. Where do we want to go next? I think we want to go to Morocco and Spain. We want to go back to Greece. Really just see the world. We wanna see the northern lights.

[A]

Yeah.

[B]

All places with my family.

[A]

That's amazing. That's so beautiful. And I love to hear that you're living so many parts of your dream. So you were a artist and designer and then became an expert in the product industry and now help people create, sell their products?

[B]

Yeah. I'm in my 40s, so I've been in this for about 20 years. And growing up, I didn't know what I wanted to be. I just knew I was an artist. I was creative as a designer. I paint. And then I went to normal college and realized I was in the wrong place. I was like, this doesn't make any sense. I want to be creative. And then I realized I could be a fashion designer. So, yeah, so I, for a long time, was a designer, worked for other people, then started my own company and consulted over 2000 brands. And then I even built one of my own. So, like Kim Kardashian, Carrie Underwood, all these people, these celebrities were wearing my. I made a wearable wrist wallet, but they were really chic and cool. And then. Yeah, and then in the last, like, eight, nine years, we started the Product Boss, which is a podcast and an education company. And that's really for people who make and sell things, whether they're makers or manufacturers, they make. Like, we're surrounded by some of the objects that they make here. And so it's been really great helping people who have their creatives and their designers or their makers, and they want to bring something to this world and sell it. And I've been really honored to have so many students do do that.

[A]

Yeah, that's amazing. I. If I had the Product Boss, when I had a product company, it would have survived.

[B]

You would have been more motivated by group Exactly.

[A]

Okay, let's get into our cheat codes. You have some really, really good cheat codes that I just cannot wait to share with our audience. And let's start with cheat code number one. And that is consistency is what scales. You tell me about this one.

[B]

Yeah, consistency. I think the idea here, and I'll say it with my podcast, for example, I've had my podcast since 2018, and we have over 700 episodes. And so people are always like, what does it take? You know, what does it take to have a really big podcast or to get out there? And it's like, well, we just did it. I used to have a business partner and a co host, and we broke up about two years ago, but we're still very good friends. And. But the thing is, we were like, the thing that always gets to happen is our podcast. So I think from a consistency perspective, you can get better at anything if you stay consistent. I know they say the 10,000 hours makes you an expert. And so for everyone out there to think about this, it's like, what do you want to do? What do you want to be known for? What can you repeat and just get really, really good at? I used to not be good at speaking. I'd get so sweaty and nervous speaking in front of people. Like, I'd put paper towels under my armpits and be like, ah. Like, I'm going to go out there and talk to people. And there's only 40 people. And now I can stand in front of a room of 1,000 people because I know what I'm talking about. I've practiced it over and over and over, and that really came with just being consistent in what I want to bring to the world.

[A]

Yeah. There's this quote from Naval Ravikant that says, it's not 10,000 hours, it's 10,000 iterations. And I truly believe that that is reality. I mean, in order to rank in the top 4% of podcasts that have ever existed in the history of podcasting, all you have to do is make six episodes.

[B]

Really?

[A]

Mm.

[B]

Ooh. I'm like, well, great. I did it.

[A]

You literally did it. The reason why Joe Rogan is consistently, like, the number one most influential podcaster, and he always ranks number one, is because nobody else has 3,000 episodes. Nobody does. It really is like the consistency and the iteration after iteration that is going to bring you the. The audience and the power. Same as social media. Like, if you look at any major social media creator, it's just the people that have posted every. The people that have 5,000 posts you posted every day for years. Because I don't think there's a way to fail if you're doing that. As long as you're iterating and improving on every iteration, there is no way to fail. Like, even the greatest artists in the world are the ones that have the biggest volume of work.

[B]

Yes, 100%. And I think what you said with iterations, like it's okay to, to continue to evolve and grow and shift your messaging and shift who you're serving or shift how you serve yourself. And so we get to learn through it all. Me 20 years ago, me 10 years ago, me even six months ago was so different. But the thing is, is that like I am a beast. I'm a workhorse. Like, I will, I will learn something and I will just keep going and keep doing it. Like I get, you know, I'm not obsessive over what I do, but I love it. Like I love what I do and so I love doing it and then learning through it. And so yeah, I completely agree with the consistency and the iterations.

[A]

Yeah, yeah, it's so, so important. So our next cheat code is around how to start a CPG brand the right way. You said you know a lot of people, you see a lot of people that dream about starting a product brand, they don't have a lot of time, maybe don't have a lot of money when they're starting out. And you say that there's smarter ways to do this. So I'm curious, if somebody were to come to you today, if I were to come to you today saying I wanna start a product brand, what would be your number one first step?

[B]

Yeah, well, first I'd ask you why. Right? You and I talked about this on my show where it's a lot of effort. It costs money to start a product based business because you fund the goods before you ever really ship them. So first I'd ask you why? Because there needs to be two whys. The why for you, why do you want to do this? Second why is why for your customer. Do you know who your customer is? Why do they need another xyz? Because it probably is another. So I'd love a great answer on that. And it doesn't really matter because we get to, when I say great answer, we get to move through it and discover your why. But I think if you're going to go into it, you want to have that. And for years in the yoga mats, you know, you're like, there's just something missing. I see this gap in the market that they're not cute. They're either too mandala y or too plain. And how do we find that middle range? Because for you, you wanted to use it like you wanted to show up consistently to the mat. The second step would be, okay, let's come up with the ideas. And I talk about the known for method. So a lot of times people are like, I want to do beauty care, beauty packaging or beauty products. And they're like, I'm going to do face and oil and cleanser and da da da da da. Well, or you're coming out with something, you did a great job. Cause you're like, I'm doing yoga mats. You weren't like, I'm doing yoga mats and the blocks and the outfits and everything. So the second part I would ask and say is let's figure out what you're known for. It could be a hero product, like a single product with variations like you. It could be a collection. So something we get to use together, like three products together or five products. Or let's say you're in fashion and you have a collection of swimsuits. And so we really figure out what we get to be known for. Core collection or hero product. And that typically is a thing that could really drive the business forward. And so really it's that ideate phase, which I call it's ideate it. So ideate it with your why ideate what it is. And then once you figure that out, then we get to figure out how to make it.

[A]

Yeah. Hot question, Spicy question. Do you have any opinions on well known people, celebrity brands that actually care and are really passionate about a product versus who's just doing a little cash.

[B]

Grab kind of spicy. So since I've been in business for two decades, I was coming up in the time that all the celebrities had their own clothing lines. And actually one of my first jobs was working for a celebrity. Jamie Pressley. She was on My Name is Earl back then and on mom and she had a knitwear line that I was her designer. At the same time J. Lo was knocking off Juicy Couture tracksuits. So there were like JLo sweatsuits. And that's when Gwen Stefani came out with her brand. So back then I think that apparel was the trend for celebrities. Then it moved into cosmetics and hair care products. That's kind of where we're at right now, I think. And alcohol brands, which is funny because alcohol, I feel like it's sort of teetering between people using it or not. So is it a cash grab or is it something they're really passionate about? I think it depends on who it is. So if you think about people like Gwen Stefani, she's a true artist and when she created her entire brand, it was very much a part of her. But realize that if they're in collaboration with big companies, a lot of times it's namesake. Actually this morning was watching Joanna Gaines get a Barbie of her. Right. And so she's a part of the process. But sometimes it's like that co brand sort of situation. So I think it depends. Like Jessica Alba, when she started, honest, like she really wanted it. Right. It was her baby. It was like the thing that she birthed. And then I think there's other people who just get to put their names on things.

[A]

Yeah, I see that a lot. I'm always curious and yeah, especially with perfumes, I'm really Susan, like, that is the highest profit margin.

[B]

Yeah. No, perfumes are really like a, I think co branded perfumes.

[A]

Yeah.

[B]

You know, but if they sell something like Tracee Ellis Ross has pattern and Tracee Ellis Ross is Diana Ross's daughter. She started the pattern hair care products which were really, it was for, it was for curly hair, like kinky hair. Curly hair. And she really saw this gap in the market and she wanted to bring it forward. And so she's created amazing products that I think really kicked off a category in the industry where then now people are trying to be like patterns. So. Right. So she's a celebrity, she's an actor, she's incredible. And she came out with something that there was really a gap. So I think we get to kind of, you know, I think authentically we all get to see like, oh, is it just their name on something? Are they really into this thing? I think Sheila is the mother of all of it.

[A]

Yeah.

[B]

She's like, there's. She just knows. She's like such a businesswoman. She knows what products to get into. Is she like hyper involved in the creativity? I don't know. Let's ask her. Let's have her on the show.

[A]

Let's have her on the show. What would you say to someone that's like, I really have this product idea and I've been wanting to do it and like, I definitely could do it, but that's not for me. I'm scared. I feel like that's for somebody else to do, not me. Because I know there's some people listening right now being like, okay, this is interesting. I clicked on this episode because I actually do have this idea, and I actually could create something. And I'll just listen because I'm curious, but haven't really taken the step into commitment.

[B]

Yeah. So many people have ideas. And that's why I think Shark Tank does so well. Because people will watch Shark Tank and they'll be like, I have that idea, like, throw things at the screen. In fact, my brother, there's like, my brother, when he lived in, I think a frat house back when he was in college, had this idea. He called me in the middle of the night. He's like, my dog sheds. I'm gonna make this onesie for my dog. Can you tell me how to sew over the phone? I was like, I can't tell you how to go to YouTube. Right. And so he's making this onesie in the middle of the night for his dog. And he's like, look what we made. And we're like, that's silly and that's ridiculous. Cut to you. Some years later, his ex roommate took the idea because my brother did nothing with it. And we're watching Shark Tank and his ex roommate is on Shark Tank getting sharks to sponsor, like to give him money for this idea that my brother came up with that night. And so my brother was never going to do anything with it. And here's, I think, the difference. There's people who have ideas and they do not take action, and there's people who have ideas and they take action. And truthfully, none of our ideas are actually original. I've been in this industry long enough, and especially with one on one clients where I all know what's happening in the year. So when Lululemon was really growing and becoming really popular, people were coming out with their own athletic, like, leisure wear brands. Menswimmer. Like, I, I knew when, when Menswimmer was getting into a range of going from like surfwear into people starting lines, because I would have clients come in and want to develop it. So I'm usually aware of the trends. Devil Wears Prada. Did you ever see it? So she's like, you know, you think you're so anti fashion wearing that, that, but that's cerulean blue. And that comes from this Runway show this many years ago, and now it's made it to the racks of Ross or whatever she says. And so it's like we all think that we are inventing something new, but we're not. I say, you can't reinvent the wheel, but you can redesign it. So when someone's coming out with these ideas. One, the difference between you and everybody else, and I think you say this with LinkedIn even, is like just doing it, just being consistent with it, just coming out with the idea and trying it. So if you've got a great idea and you want to take action on it, try it. I think one of the things that I teach is this idea of test and try. You could create content around it and put it out in front of people and see if they're resonating. I had a client that did equestrian apparel for tweens, and it was actually during the pandemic. So we couldn't get the materials, we couldn't make the things, and we just decided to start posting content that tween equestrian writers would like and fashion that they would like and getting feedback. And so we started to really grow an audience of warm buyers that were following. And then when we came out with the product, they were a part of the process. We were able to launch it to them. And so I think we get to really, just. When I talk about the Shark Tank idea, I don't want you sitting around and being like, I had that idea and I didn't take action. And then test, try, do it. It doesn't have to be hard. And I said this last night, but action takers are money makers. So if you want to make some money, you got to take some action. You can't just think about it.

[A]

Action takers are money makers. That is so good. And I just want to come back to this. This is bonus cheat code you're giving. I think this is so valuable. So you're saying if you have an idea and you're maybe not ready to take action on it, or maybe you're like me and you like to start with the minimum viable product absolute. Like, I always think, okay, I have this idea. How can I start this in the next hour with $0? And I think creating a page is so smart. So they were like, we wanna create this equestrian brand for. For teens. Start a page around the culture of a teen equestrian world and competitions and lifestyle on Instagram. And then you're growing your buyers. So I think anybody thinking right now, like, I'm obsessed with organic beauty, I'm obsessed with protein shakes, I'm obsessed with whatever great, you wanna make a protein shake, can you just start posting your protein smoothie recipes right now? So when you do launch, when you do start the thing, when it does go public, you already have this audience. And not only that, but they can help you throughout. You're Saying they can also be like, here's what color I want it. They can give you feedback. They can essentially be like your focus group.

[B]

Yeah. I mean, you and I were talking about getting a good matcha latte this morning, and you're like, oh, it's hard to travel. Cause you're in Los Angeles right now doing this. And so let's just say you were like, I wanna create Matcha kits. And that's what they wanna bring to market. You could create content and just make your own Matchas, or source Matcha content from social, posting it and having just like a Matcha page. Matcha, Matcha, Matcha, Matcha. All the recipes. People like, oh, my God, I love this. And they start to know, like, and trust you. And then you can be like, hey, since you come to me and I'm the Matcha queen, what do you want? What if I came up with my own? You know, and then you could talk about all the things like, oh, these ones are great with pistachio milk and blah, blah, blah. And so then you're bringing them along on the ride and. And they get to even participate, they get to vote. What do you want the first three flavors to be? And then they're really, really excited because they feel like they trust you, they know you, they've come along on the journey with you. And then you get to have this really warm audience that gets to get on a wait list, you get to launch them. You kind of want that scarcity of product, scarcity of time. And so, yeah, I think that's a really cool way if I teach how to sell products without social as well. So I want to say this just to be super clear. The way that I teach is you can use other people's audiences. You don't need social media, but you absolutely can use it as a tool. And I think this is one of those really powerful ways to use social as a tool.

[A]

I think that's just so freaking genius. Also, I'm like, this close to starting a Matcha company.

[B]

Let's go.

[A]

Yeah, I'm really. I'm really close. I. I think I'm just concerned about the supply chain of it all. But I. Oh, I've got a deck. I've got a plan.

[B]

That's crazy. Yeah, like, we were just chatting over.

[A]

I have an investor.

[B]

That's so cool.

[A]

Yeah, I just haven't. Haven't pulled the trigger.

[B]

So I'll be on the advisory board.

[A]

See? Yeah. It's also like, do I want to do another thing? Like, I don't know. Right?

[B]

We could talk about that.

[A]

We'll see, we'll talk about it. But. But I'm going to plant the seeds. If you guys want a Matcha brand. I do like the idea of travel matcha kits because I can't really drink Matcha when I travel because every Matcha sucks or I don't know. In la, there's a lot of great Matcha spots. But like, I went to a matcha spot I was really excited about yesterday and it was like a 45 minute line and it's in this like obscure part of town, you know?

[B]

Yeah, yeah.

[A]

I'm gonna make Matcha more accessible.

[B]

All right, let's do it.

[A]

Yeah, we'll do it. Okay. So transitioning to the back end of your business, not just the product stuff that you're teaching, but how you're actually getting clients and customers, I think a cheat code that you do really well is webinars. Most of my clients have never hosted or sold anything on a webinar. So how would you use webinars as a cheat code for anyone?

[B]

Okay, so I'm actually gonna back this up a little bit because I use webinars to convert and create the conversion. But I actually have been really successful in challenges and bootcamps.

[A]

Okay.

[B]

So a challenge and a bootcamp and we've done free, we've started doing paid this year. That's something where you gather people for sometimes three days to five days and you teach them something over the process. The reason that's worked for me and my customers is if you are selling courses to people that are digital marketing and course creators. We're all sort of used to the online world where we play the same game. But product based business owners, a lot of them are coming from Etsy or in person markets. They're selling wholesale and so they're not as used to the like, oh yeah, I'm just gonna take this webinar and convert. So what we've done for years and years and years are five day challenges. We're running one right now called Rock youk Holiday Promotions Challenge. We do it every single holiday season where we teach them how to build their Black Friday cycle.

[A]

Wait, is this live?

[B]

Yeah.

[A]

For like an hour a day or what?

[B]

Yeah, an hour a day. In the morning I teach and then they can upgrade the VIP and for another hour. So I'm usually on for like two to three hours a day? For five days? Yeah.

[A]

Okay, so they can upgrade and they can have like coaching time with you?

[B]

Yeah, they'll get Questions answered. Cause we used to do everything for free. Listen, the thing with free right now is that people aren't showing up. Yeah, it is. So we used to have, like a 30% show up rate. Now we're getting 15 to 20%. 20%'s good.

[A]

Wait, you told me people who pay pay attention. That was mind blowing for me.

[B]

It's true, because it's like we all can just give our email addresses for everything, and then we're gonna get the emails and we're gonna ignore the emails. So we've had the biggest shift this year where we took our free challenges and moved them to paid bootcamps. 27 $37 to sign up, and then they can sign up for VIP, which is another 27 to $37.

[A]

So is that an order bump after the.

[B]

Yeah, it's like, hey, come. Like, you can watch it, but they're paying to watch it. So now we have 50 to 60% of people show up to watch it. And then if they upgrade to vip, they get same idea. They get into, like, a room with me and I answer questions. Here's the craziest thing. The people who pay for VIP, like, 70% of them convert to the $2,000 offer at the end. 70%. So the number we get to really focus on is how do we get people in the vip, because that's where they're getting coached by me.

[A]

So what's the price point for VIP?

[B]

$37.

[A]

So it's $22 for the normal 37.

[B]

It depends on where we put it. But it's either 27, 27. Right. So easy. Or we change it to 2737.

[A]

So it's a tiny. Going off to VIP is a tiny bump.

[B]

Tiny bump, yeah. Okay, but they're putting something in, right? And I told you, like, even 60% of the people show up, which means some people are putting 27 to $60 and they're not showing up at all. Right. So it's sort of like some people. That's okay. They'll just blow that cash. So I'll say that the reason for us challenges and boot camps work is that they need more time with me to believe in themselves. Because in order to convert someone, they either have to believe it, they have to believe in you, and they have to believe in themselves. And if one of those is off, they're not gonna convert. So they get to believe in me. Like, oh, she knows what she's talking about. And then start to believe that it's possible for them. A webinar which is what we technically do on day three. We used to do it day five, but nobody lasts five days. Think about New Year's resolutions and everyone dropping off by the 17th. But we do the webinar on the third day. And I have done just straight webinars and they've converted. But they tend, for me and my audience, they tend to need to be warmer audiences. That could also be a limiting belief. And I'm gonna try anything, and I'm always willing to try. And so the webinar is this idea of there's a very specific way that I follow it, that if you get them to believe that what you're offering them is the vehicle to their dream, then they can't help but say yes at the end. And so there's really this process through that. And I mean, I've gotten to 30% conversion, which is really high.

[A]

That's huge.

[B]

You and I always talk about. I'm like, yeah, we need to know the data and the numbers. So I always like, I know the numbers. So then I know exactly what I need to create to create the outcome that I want. Damn.

[A]

Yeah. I love the idea of a bootcamp. I'm definitely gonna try that. And a lot of my audience has like online offering their coaches, stuff like that. And I think this really is easy to translate to that. Do you think a product based business can do like a boot camp or something? I think it maybe depends on what product it is. Like, I could have done it with yoga mats. Like there could have been a YOG challenge or something.

[B]

Yeah, 100. So I have a student right now, Ballerina spa. She's got a spa and she's got a spa in Florida. And then Skin Divas is her brand. And she's got these five products that are transformational. It like helps with the bio barrier of your skin and repair. She does really well. And I've taught her like how to do a webinar. She does really well with webinars where she'll get in front of an audience. So let's say she'll collaborate with an influencer. She's like, yeah, I'll do a presentation. The presentation on the product is like a webinar, which also is sort of an infomercial. Right. If we go back to infomercials and she'll convert. And this product's a $500 system and she'll convert. She doesn't have that many people on and she'll convert like 50% of the people on. And then I know someone else who did this with soap. So it's the process of getting someone to believe in your product, understanding why. And then Russell Brunson teaches this, but it's the internal belief and external belief. So if you can hit an internal belief that they have of why I don't have enough time, I'm not good enough, I don't know enough. And an external belief, like, but I don't have an audience to sell to or, but my skin is too old and wrinkly and this cream isn't going to work. If you can, if you can overcome those, then they can't help but say yes at the end.

[A]

That's so smart. By the way, I do hate the word webinar. Like, I'm. I don't think anyone should use the word webinar.

[B]

What are we changing it to?

[A]

Well, instead of webinar, like if I think of a skincare brand, something that I would go to if it was like a acne boot camp or something, it's like in this two hours or over these two days, we're gonna teach you like a little bit more about the science of like why you're getting acne. Like an understanding of where it comes from and like the products that you could use. And like, we'll put together a skincare routine for you. Yeah, like, I would do that. I would like, go on. I wouldn't go on that. I don't think if it was a webinar, it'd probably sound too scientific.

[B]

Yeah, they wouldn't even know what it was.

[A]

Exactly. But if it was like. Yeah, again, like we call this the acne boot camp. I would absolutely go and convert for whatever product. So I, I think that's really interesting. Like maybe product based businesses. I see a lot of people do this with books.

[B]

Yeah.

[A]

Which. I don't know. Book. I guess that's like a education product. But I think there's so many. I just like having education around your product is so important and around what it is and why we should use it. I think there's so much we could do. Like, I'm even thinking about like baby products. Like maybe you have like crib baby bumpers. Is there like a baby safety class you can teach? Like, how can you incorporate more education? Because I've also found that like there is so many products, there is so much information, there is so much overwhelm that what people are really desiring right now is entertainment and implementation. Like somebody could buy your workout bands, but until you're actually giving them, like truly how to implement that and like helping them create a habit. They're not going to be a super fan. So I, how I'm thinking of the future of all this. Just like, how can you create more community and entertainment and implementation around your product?

[B]

Yeah, no, it's a great idea and I think it even happens. So some of the jewelry that I wear from this one brand, they're all about stacking necklaces. So maybe it's not even a webinar or selling me something, but they're creating content, showing me how to style. So it's kind of the same idea as like the implementation styling.

[A]

That's a really good idea.

[B]

So they'll be like, this is our theme three necklace stack of the trust. I've spent well over a thousand dollars on this jewelry because I was like, I need that stack and then, oh, I can interchange and use that same necklace with that other stack. And so really that's. Here's another cheat code. People want you to tell them what to buy. Yeah, they literally want you to tell them buy this for this outcome. So it's like if you want to look like this and be able to wear a cool necklace stack that looks this way, let me show you how to do it. And then it makes it so easy for them to say yes. That's why mannequins in stores do really well or store windows or displays. You'll see that, you'll see a mannequin and then you'll try and go find the stuff on the shelf and it's gone. It's not there because people have seen it and they want to buy it. So I think if you can tell people what to buy and you can do it in different ways, styling, modeling it for them, doing some sort of, like you said, education around it. Like let's do a five day get to the mat challenge and then here are the mats that we have to sell and that's going back to creating content and creating a community around what you're like, the idea of what you're selling, like the mood, the feeling that the, the brand.

[A]

I'm going to make a Matcha company.

[B]

This is inspiring.

[A]

I'm going to hire you.

[B]

Six month goal and we're going to.

[A]

Make Matcha and it's going to be great. And I'm not going to deal with not having Matcha and then we're going to have, it's going to be around Focus and we're going to have like a focus challenge.

[B]

So good. Drink your Matcha, get some stuff Done.

[A]

Yeah. Focus and productivity tailored. We'll talk about it. Okay.

[B]

Okay.

[A]

Our last cheat code. Our last cheat code is investing in yourself. I was really nervous this year because I decided to spend $30,000 on a mastermind, like a year long mastermind. So I called you and I was like, jacqueline, I'm so scared. I've never sent this much money. Like, am I being scammed? Like, what do I do? And you're just like, courtney, like, this is a part of it. You invest in yourself as you grow in your business. You're like, this is completely normal. Like, do it.

[B]

I'm like, okay.

[A]

And it's a great. It's ROI positive. It's great. And so your cheat code is really like, you have to invest in yourself. Like, actually it's a non negotiable. And as, as I, you know, grow in my business, I see people around me and I'm like, oh, you actually cannot get to these levels without doing it. So how have you invested in yourself? And like, what do you recommend for others?

[B]

And I mean, let me just tell you then I also helped you do another like 15.

[A]

Yeah. Then you help me press the button for another $15,000 to get like speaker trained. Yeah.

[B]

I maybe have to deal with a.

[A]

Lot of you Contributed to like 50 grand of me spending this year.

[B]

Do you regret it?

[A]

No, I don't regret it at all. It's great. Great. It's scary, but it's a great.

[B]

It's stretchy. Yeah. Kind of going back to. People pay. When people pay, they pay attention, especially the rooms you're getting into. That's why a mastermind's $30,000, like the kind you're getting into because there's multi millionaires in there. And so the thing is, if you make something really cheap, a multimillionaire, most likely, and this sounds like an assumption, but they probably, they're like, oh, it's fine. Even if it was a thousand bucks a month, they'd be like, it's $1,000 a month. I'm fine. I don't need to show up. I'm in a mastermind right now with people with like 50 million, $100 million companies. And it's really. We just put in a little bit of money to pay for speakers. This is like six, seven thousand dollars a year. And people just don't show up. Yeah, they don't show. They're like, one of them calls herself the ghost of our mastermind. Whatever she like, she'll just pop in every once in a while. So when you pay, you pay attention. But I will say I was a decade into my business. I started my first company at 26 and there wasn't this world. We didn't have podcasts, we didn't have online coaches or even zoom where we could meet. Right. So the things that I was a part of were very much in person. I'd either since I was in the fashion industry, I'd fly to fashion events, more like trade shows and go to the sourcing or the trends and stuff like that and try and self source for myself. A decade in, I'm in my business and things just feel like I've got kids at this point and I'm just like feeling super overwhelmed. And I had a client actually say, hey, do you listen to podcasts? And I was like, no, what's that? And so she introduced me to a few and there's this one that I really resonated with. I started listening to her and I was like, oh my God, I need to be in a mastermind with her. And so that was the first time I paid money to be with someone. Then I was paying her $2,000 a month as a coach. And then ever since then, I've changed because what did it do for me? It shifted me into like I was in scarcity. She's like, you can charge more. So I went from charging $1,800 a month to $10,000 a month. Being a mom with young kids, I felt really stretched. I didn't have a model before me to say this is what it looks like to be like a kick ass business person and have a young family. And so she's like, pay for the kind of help you can afford. So we started sending our laundry out. I started sending my kids to. They were like an extended daycare so I could spend more time with them, quality time. And so I think that was the very beginning. I mean, I've spent the same amount as you, like 50,000 a year consistently now I'd say for the last probably nine years. Well, it's grown. I didn't have 50,000 when I first started. And I think that that's the thing you get in the room, it raises your ceiling. I actually hate the idea of the glass ceiling. I'm like, lift the lid that anything's possible. But it lifts what you're available for, it lifts what you even are aware of. Cause we've all grown up in different towns, we are exposed to different people. And when you start to see what's possible, anything is possible. And you see other people modeling it for you and then this access to them, and then you get a really good coach that can just like shrink and collapse timelines for you. It's. It's roi. Always education is always roi. There's no one can take education away from you.

[A]

Yeah. That's so powerful. Oh, so good. Well, Jacqueline, how can people find you and work with you?

[B]

Thank you. Okay, so you can listen to the Product Boss podcast. So anywhere you listen to podcasts. We also have a YouTube channel. So just search the Product Boss and I really mainly hang out on Instagram, but we're working on growing our TikTok presence and everything else.

[A]

I'll get you on LinkedIn.

[B]

Yeah, and LinkedIn. So everywhere the product boss and send me a DM if you hear this and you want to connect.

[A]

Amazing. Thank you, Jacqueline.

[B]

Thank you.

[A]

Yay.