829: Use This Specific Strategy to Turn Customers into a Thriving Community

Summary

Episode Title: Use This Specific Strategy to Turn Customers into a Thriving Community
Host: Jenna Kutcher
Guest: Bethany McDaniel, Founder of Primally Pure
Release Date: November 25, 2024

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Introduction: Building Deep Connections

In Episode 829 of The Goal Digger Podcast, host Jenna Kutcher welcomes back Bethany McDaniel, the visionary behind the skincare brand Primally Pure. Jenna and Bethany delve into the transformative strategies that elevate a brand from merely selling products to fostering a vibrant, engaged community. Their conversation provides invaluable insights for entrepreneurs seeking to create meaningful connections with their audience.

The Power of Community Over Customers

From the outset, Bethany emphasizes the distinction between having customers and cultivating a community. Reflecting on Primally Pure's success, she states:

"People feel so connected to the products and connected to the brand... because of everything that we've poured into our community." (00:02)

Bethany shares her journey of transitioning from traditional corporate roles to building a brand that resonates deeply with its audience. She highlights the importance of aligning the brand's mission with the values of a wellness-focused community, thereby creating loyal advocates rather than just buyers.

Harnessing Long-Form Content for Deeper Engagement

A significant portion of the discussion centers around the strategic use of long-form content—such as blog posts, newsletters, and podcasts—to educate and engage customers on a deeper level. Bethany explains:

"The main ways that you are building community are through long form content... blog posts, newsletters, podcasts, all long form content." (08:21)

She argues that while social media serves as an excellent gateway, it's the extensive content that truly transforms followers into dedicated community members. This approach not only enhances customer retention but also serves as a comprehensive resource that addresses customer needs and questions proactively.

Strategic Rebranding: Elevating the Brand Experience

Bethany recounts the extensive process of rebranding Primally Pure, emphasizing that it was more than a superficial change. She shares:

"A true rebrand changes the experience for someone else and for the consumer." (34:57)

The rebranding involved overhauling every aspect of the brand—from packaging and product lines to the company's online presence. The goal was to create a more elevated and approachable aesthetic while maintaining the brand's earthy roots. This comprehensive effort ensured that the rebrand not only refreshed the brand's image but also enhanced the overall consumer experience.

Marketing a Lifestyle, Not Just Products

One of the pivotal strategies discussed is shifting the focus from selling products to marketing a lifestyle. Bethany advises entrepreneurs to:

"Figure out a way to sell the lifestyle, not just the products... How does this make your life better? How does this impact someone's life positively?" (36:35)

By embedding products within a broader narrative of wellness and healthy living, Primally Pure makes its offerings an integral part of customers' daily lives. This methodology ensures that products are seen as solutions to existing lifestyle challenges, making them naturally appealing and indispensable.

Creating Rituals: Enhancing Customer Experience

The conversation also touches upon the importance of rituals and routines in enhancing customer experience. Bethany shares her personal evening routine, inspired by her therapist's advice to create transitional moments:

"Once the kids are in bed... I perform turndown service in our bedroom every night... It literally takes like five minutes or less, but I already feel one step closer to bed." (37:44)

By incorporating Primally Pure products into daily self-care rituals, Bethany not only demonstrates their practical application but also reinforces their role in promoting overall well-being.

Balancing Growth and Personal Life: Future Plans

As the episode progresses, Bethany discusses her current focus on scaling Primally Pure while maintaining a healthy work-life balance. She reveals:

"We have so many exciting launches coming up for next year... I'm reevaluating... how I'm spending my time." (40:56)

Bethany is working on new product launches, including a much-anticipated sunscreen, while also ensuring that her personal commitments, especially motherhood, remain prioritized. This balance is crucial for sustainable growth and personal fulfillment.

Conclusion: Inspiring Growth and Authenticity

Wrapping up the episode, Jenna and Bethany reiterate the significance of authenticity and intentionality in building a thriving community. They encourage listeners to:

"Create a story around [your product]... How does this make your life better?" (36:35)

This episode serves as a comprehensive guide for entrepreneurs aiming to transform their customer base into a passionate community. By focusing on long-form content, strategic branding, lifestyle marketing, and authentic engagement, Bethany McDaniel provides a roadmap to achieving sustainable business growth rooted in genuine connections.

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Notable Quotes:

• Bethany McDaniel (00:02):

  "People feel so connected to the products and connected to the brand... because of everything that we've poured into our community."

• Bethany McDaniel (08:21):

  "The main ways that you are building community are through long form content... blog posts, newsletters, podcasts, all long form content."

• Bethany McDaniel (34:57):

  "A true rebrand changes the experience for someone else and for the consumer."

• Bethany McDaniel (36:35):

  "Figure out a way to sell the lifestyle, not just the products... How does this make your life better? How does this impact someone's life positively?"

• Bethany McDaniel (37:44):

  "Once the kids are in bed... I perform turndown service in our bedroom every night... It literally takes like five minutes or less, but I already feel one step closer to bed."

• Bethany McDaniel (40:56):

  "We have so many exciting launches coming up for next year... I'm reevaluating... how I'm spending my time."

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Resources and Connections:

• Bethany McDaniel & Primally Pure:

  • Website: primallypure.com
  • Instagram: @BethanyJMcDaniel or @JoyMcDaniel
  • Podcast: Grounded Wellness (available on YouTube, Spotify, Apple Podcasts)
  • Exclusive Offer: Use code Gold Digger at primallypure.com for 15% off orders.

• Jenna Kutcher:

  • Website: jennakutcher.com/primallypure

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Final Thoughts:

This episode underscores the importance of building a brand that not only offers quality products but also fosters a supportive and engaged community. Bethany McDaniel's approach with Primally Pure exemplifies how intentional strategies and authentic connections can lead to both personal and business success. Listeners are encouraged to adopt these practices to transform their entrepreneurial journeys and achieve their most ambitious goals.

Transcript

[Bethany McDaniel]

It's like obvious when you look at our social media and just the emails we get and our DMs, like people feel so connected to the products and connected to the brand and I think that's because of everything that we've like poured into our community.

[Jenna Kutcher]

I'm Jenna Kutcher, your host of the Gold Digger podcast. I escaped the corporate world at the age of 23 with nothing more than a $300 camera from Craigslist and a dream. Now I'm running a seven figure online business that f feels even better than it looks. All from my house in small town Minnesota with my family here we value time as our currency. We mix the woo and the work and we are in the pursuit of building businesses that give us the freedom to live lives that we love. I've always loved turning big goals into reality and I'm here to help you do the same. This isn't just a peek behind the curtain. Come along with me and my guests as we tear the whole curtain down. Every week we tackle practical no fluff marketing strategies and host honest discussions on what works and what doesn't. Join me and my expert guests for actionable insights to help you grow your dream business with confidence. Pull up a seat and get ready to be challenged, inspired and empowered. This is the Gold Digger podcast. What if your brand could do more than just sell products? Like what if it could build an entire lifestyle that transforms followers into raving fans?

[Bethany McDaniel]

My guest today, Bethany McDaniel, is a.

[Jenna Kutcher]

Master of this approach. As the founder of my all time favorite skincare Primally Peer, Bethany has tapped into the power of niching down creating a brand that's deeply aligned with a wellness focused audience who values more than just skincare. They crave a holistic approach to life. In today's conversation, Bethany and I explore how she brought Primally peers unique mission to life, how she's grown a community rooted in wellness and authenticity, how she's made her product an obvious extension of.

[Bethany McDaniel]

Her customers lifestyle and she shares what.

[Jenna Kutcher]

It takes to build and attract a loyal, aligned community instead of just trying to get more customers.

[Bethany McDaniel]

If you're ready to learn about how.

[Jenna Kutcher]

To build a business that resonates on a deeper level, or if you're looking for more ways to talk about your.

[Bethany McDaniel]

Product without just focusing on the features of it, this episode is for you. I can't wait for you to hear Bethany's insights and also real quick before we dive in.

[Jenna Kutcher]

I have been a raving fan of.

[Bethany McDaniel]

This brand for the last seven years. After Bethany slid into my dms. If you want to see my skin transformation with your own eyeballs and learn what my favorite products are, head to.

[Jenna Kutcher]

Jenna kutcher.comPrimally peer and use the code.

[Bethany McDaniel]

Gold digger to save 15% on your first order.

[Jenna Kutcher]

That's Jenna kutcher.comPrimAllally peer and use the Code Gold Digger.

[Bethany McDaniel]

All right, without further ado, Bethany, welcome.

[Jenna Kutcher]

Back to the Gold Digger podcast. When all your marketing team does is put out fires, well, they burn out and they burn out fast. Can you relate? Sifting through leads, creating content for infinite channels, endlessly searching for performance KPIs.

[Bethany McDaniel]

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[Jenna Kutcher]

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[Bethany McDaniel]

All right, I am so happy to welcome back one of my sweet friends who I've known for so long. Bethany, welcome back to the podcast.

Thank you, Jenna. It's so fun to be on again. I think this is the third time now.

Yeah, I mean, third time. It's going to be the best time.

What an honor.

So much to catch up on. Like, there's just so much to cover. One of the things that I have just been watching you dominate on and just cheering you on behind the scenes is your mission and how it's expanded so much, especially in recent years. I know that holistic health is a huge part of like, why you started this company, but I want to know from you and your standpoint, like, what does it mean for you and your, your team to keep this at the forefront as you continue to grow the.

[Jenna Kutcher]

Brand and the business?

[Bethany McDaniel]

Yeah, it's funny, it's always been so integral to the brand. Like the education has always been such a core component. I mean, pretty much equal even to our product line. And so skincare products are kind of a vehicle for us to get our foot in the door with people to then educate them on how to live a healthier life. And our community has kind of come to expect that from us. Our educational content always performs really, really well on social media. And our educational newsletter perform really well. So it's. It's kind of just always been that way, and it's always been woven into the brand in every capacity. And so, yeah, and I think that's kind of what attracts people that have come onto the team as well. Like, they see that and so they just. They know it's kind of what we do, and it's what we've always done, and it's what we'll continue to do in the future.

You know, I love it so much because I feel like the way that you are growing the brand and the business has not just created customers, but you have created a real community. Like, there is absolutely no denying how deep and how rich the community is.

[Jenna Kutcher]

I mean, I have been a part.

[Bethany McDaniel]

Of it for seven years now, which is absolutely wild. I'll never forget why you sent me the DM after our second miscarriage. And it was just like, it just felt like this, like, candlelight in this cloud of darkness of, like, there are things that I can do when I felt so helpless of, like, how do I move forward? How do I do everything in my power to feel like the next time I go into a pregnancy, I'm just doing everything that I possibly can, regardless of what the outcome is. And so I just think what's so beautiful is that you have created just this beautiful group of humans that don't just love your products. They believe in the mission. They stand behind it. Like, they live it out. And so I'm curious, like, what have you found that works really well in terms of not just focusing on customers, but actually building, like, a movement in a community?

Yeah, I think I've always known the importance of, like, connecting with customers and building trust with customers. Before I started Primally Pure, I did copywriting for other brands. And so I would write blog posts for other brands anywhere from, like, a resort in Costa Rica to, like, this, like, Buddhist website. Like, so many different, such random things. And so through that, I really learned, like, the importance of connection, especially in this digital world. And we're an E commerce brand, so we sell all of our products on our website. And I just. Yeah, I knew how important that was and I knew that that was something that was so important to me in order to really enjoy what I was doing. And so how we've been able to build that trust is by connecting with our customers and our community through our blog. We've always put a lot of energy into creating amazing blog posts to help people to get the best results out of our skincare. Products. So like teaching people how to use them, but also giving people tips on how to live a healthier lifestyle, what kind of foods to eat for certain skin conditions, like all sorts of things that are going to really help people get the most out of using our products. And even if they don't use our products, like ways to help people even, even outside of that, if they're not ready to make a purchase yet or whatever. And we do that through our newsletters, through social media, and now have a podcast that we started a couple of months ago that is kind of like the next vehicle of providing that education and that connection with our customer base.

Okay, I want to call out something that I just think is so important in what you just said, and I want to make sure our listeners heard it, is that the main ways that you are building community are through long form content. And I think that this is actually such an interesting theme and thread in what you're doing. Because if you think about it, blog posts, newsletters, podcasts, all long form content, right? And brands that have this like education piece where people really need to understand the what and the why. And likely your product, service or offer is the how to get there. You have to harness the power of long form content. And I feel like people go so deep on social media and I know you guys do amazing content on social, but I would argue that like social is kind of like the gateway into the actual content that's going to change some somebody's life on a deeper level. Would you agree with that?

For sure? Yeah. And it's a big investment. I mean not just a money investment, but time as well and resources. Like we, and a lot of that. You can't like see the tangible like, okay, this blog post brought in this many purchases or whatever. Like it's, it's a long game. And I think because I've just believed in, in that so passionately and in the power of that, it's been kind of like a no brainer for me. It's just like this is what we're doing, this is what's important and this is what's going to work in the long run. Like regardless of whether or not we see the numbers like penciling out right now, it's just like it's what we're doing because I see the benefit of it. And I think like we have experienced the benefits of that through our customer retention. And just it's like obvious when you look at our social media and just the emails we get and our DMs like people feel so connected to the products and connected to the brand. And I think that's because of everything that we've like poured into our community.

[Jenna Kutcher]

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[Bethany McDaniel]

And I would argue, like, because a lot of people, especially when you're just starting out, I feel like they go strictly onto social.

[Jenna Kutcher]

Right.

[Bethany McDaniel]

Like a lot of the time energy cost, like goes into like how do I create content, how do I grow my following? And I think that's awesome. But if that's like the end game, it's really hard to get people directly off of social and into like a purchasing position.

Yeah.

And what I mean is, yeah, what's so beautiful about long form content is like, I've even had it with you, with your support people where I'm like, hey, you know, one of my followers has a question about this. Can you help with this? And instead of having to sit there and manually answer the question, you already have content created that answers that question.

[Jenna Kutcher]

Right.

[Bethany McDaniel]

And so it's interesting, with launch, I.

Think I learned that from you.

Yes. Because it like you're literally building out this resource library that not only helps people connect and buy the product, but it saves you support time. It answers people's questions before they can ask them. Like, there's just so many different benefits. It increases your search engine optimization. Like. And so I think what's interesting, and I said this at the very beginning of this year, I did like kind of a what are the annual predictions that I'm thinking for this year? I think long form content is something that a lot of creators need to either begin or focus back in on. Because I think a lot of times with those like quick hit reels and things like that, it's like you can't possibly express the entire story or the entire reason or the research or any of that in a 10 second clip with a short caption. And I think a lot of people are craving to like go deeper and to understand on a deeper level. And so I just, I love that long form content is something that you guys have always done and that you're even doubling down on further right now.

I think it's, it's been huge for us and, and now we're kind of like, we're still committed to our blog and the success of our blog, but we are spending shifting a little bit of the time we put into our Blog into the podcast now, because if I'm honest, like, that's where I consume most of the content that I take in. And so. And that's always been kind of a guiding, like, way of thinking of things for me with the brand is like, what am I doing? Because I still think of our customer as, like, someone like me, you know, Even though I'm 10 years older now than I was when I started. Yeah. I just. If something, like, if we're doing something that isn't in line with, like, how I'm living my life, then that's always kind of a light bulb for me of, like, okay, what do we need to shift around here?

Yeah. And I would just, like, add in the caveat that as you're doing the podcast, the show notes and things like that are actually adding to blog content. And so you're kind of killing two birds with one stone if you do it right. So I'm just saying you're going in the right direction and serving people that consume content in different ways, which also, too, you're getting awesome social clips out of your podcast episodes. So it's kind of like three birds with one stone, which is why I love podcasting. One of the things that I think is so awesome and why I'm so excited about this conversation is that so many people work so hard on the.

[Jenna Kutcher]

Product, the service, or the offer itself.

[Bethany McDaniel]

Right. Like, that is their baby. They have poured their blood, sweat, and tears into it. They want to tell everyone about it and the features inside of it, and they're just so focused on all of the things that they poured into. And I think that's a really powerful place to begin. But if that is the only way that you're positioning yourself and sharing about what you do with the world, people likely, one, don't even know that they need your product in the first place. And two, people don't understand why the features benefit them. And one of the things that I think is so powerful about what you've done is you've taken a really unique approach as, like, looking at skincare as a part of a bigger culture of wellness. And you've done this from the very beginning. And so what advice would you give founders who are maybe stuck in that position of only talking about their product, service, or offer in terms of creating this culture where your product is. Is just a piece of the culture. You're literally building out a lifestyle for your customer where your product is a solution that is obvious to them.

Yeah, no, I love that. That conversation. I think you need to figure out a way to sell the lifestyle, not just the products. Like, how does this make your life better? How does this impact someone's life positively? And what does that look like? That's. That's the idea. That's the concept that, that you need to focus on. On selling and not just the product itself. And for us, that's easy because, like, this is what I'm passionate about and I truly believe in it. And I believe that skin health and whole body health are inextricably connected and you can't separate the two. And that we would be doing people a disservice if we only talked about our products and not overall full body health, because that has a direct impact on the health of your skin. And so I think the passion has to be there. And if you're not sure, like, how your product fits into the bigger picture, like, just spend some time thinking about that, like, what problem does this solve for people? And really focus on that and focus on the hope and just the cool idea and message that comes with that instead of just the features of the product. I mean, those can be talked about as well, but also how it fits into. To this bigger thing.

Yeah, it's kind of like that idea of, like, sell people what they think they want, but serve them what they really need. And I think that the best marketers are able to do that because you're marketing to someone who say, wants clearer skin. But what they truly need is beyond just products. They need a lifestyle change.

[Jenna Kutcher]

They maybe need to change their diet.

[Bethany McDaniel]

They maybe need to change their environment, different things like that. And so it's like the marketing that I think works the best is like, you're hitting on what people really think they want, but you're giving them so much more than that. And a lot of times people don't pause to think about that because they're so wrapped up in the actual creation that they forget about, like, well, what is this actually doing for someone? And I feel like you've done such a beautiful job of doing that, because for me, like, even in my own experience with your products, which, by the way, I still have this first generation bought, like, tube of deodorant from you, because to me it just shows, like, the evolution of you and this company and just what's possible. But when I think about that, like, I was really intimidated at learning how to clean up my lifestyle. Like, once I started looking into things, it's almost like you can't unsee it. And I think for a lot of people, that can feel incredibly overwhelmed. Overwhelming, right. Like, I picture somebody sitting, like, at their kitchen sink and going through all the bottles underneath it and throwing everything away and being like, now what? And so what's interesting is, is it's like if you can provide the path of somebody making the first choice and then guide them along the path of making the next choice and the next choice and the next choice, that's where people change their lives. And somehow you've managed to do that. What does that look like on, like, back end? Like, let's say somebody logs on and they're like, okay, I can start with deodorant. I need clean deodorant. I don't want to be putting, like, aluminum or phthalates, like, on my armpits where my lymph nodes are. How do you kind of guide that person along the journey, or what does that look like for you?

Yeah, I mean, we. That's what we encourage. Like, just. Just make one swap at a time. Like, you don't. I mean, if you want to go all in, great, but you don't have to. And. And just trust that, like, any swap you make and every swap you make is going to be something that will improve your health. And it doesn't have to happen all at once, but once you're kind of on that journey, like, that's what we love. We love supporting people every step of the way, like, and helping them kind of make that next step. And so if someone, like, goes onto our website, purchases deodorant to start, I mean, then they're connected with us. They're getting our emails, and our emails are off oftentimes, like, educational, pointing people to blog posts or now podcasts. And I think our goal with that, and we have lots of different flows and things like that set up, but our goal is just to continue to be a resource, a trusted resource that people can come to for help along the way. I mean, we put a lot into our customer service as well. Like, our customer service team is amazing. And the most detailed questions, the most personal, detailed questions, and they do such a good job of really, like, meeting people where they're at and helping them, coming alongside them, and just kind of supporting them with whatever they need help on. So that's something I'm really proud of, too. I think with natural skincare, it can be overwhelming, it can be confusing. And we just try to, like, support people in any and every way that we can.

Can we just. Like, if somebody is listening to this right now and they're like, wait, Crap.

[Jenna Kutcher]

What is this about deodorant?

[Bethany McDaniel]

Like, why do I need a new deodorant? Can we just walk through, like, how you started this and why? Because, honestly, it be like, when I look back, I'm like, you were kind of ahead of your time in a lot of ways, where now I feel like people are waking up to it a lot more. But, like, let's just walk through a tiny bit of, like, the science behind Primally Pure and the products you've created, because I think people are listening, and they're like, wait, why do I need to do what's going on with my deodorant? Let's talk about.

No, absolutely. So back in 2012 is when I started researching all of this stuff, and I was looking into skincare products, personal skincare products, because I had always struggled with acne, went the conventional route, and always knew there had to be some. Something deeper going on, but the information just wasn't there. Back when I was in, like, high school and trying to figure this stuff out. And so Primally Pure really started out of my own journey and how to figure out my acne and improve the health of my skin and then improve the health of my whole body as well. So it started with food for me, and then I looked at skincare products. I realized that not everything sold on store shelves is safe, which was news to me at the time. And as I started researching these different products, I found that deodorant really stood out as being the most problematic one for me. I learned about aluminum and deodorant and how it blocks your pores and stops you from sweating, which sounds like a good thing, but really, we want to sweat. It's such an important way that our body gets rid of toxins, and so we don't want to get in the way of that process. And aluminum has been linked to Alzheimer's disease as well. You also mentioned phthalates, which is right on. Phthalates have been found in 98% of breast cancer tumors in one study. And so it's such an absorbent area our underarms, and it's connected to so many lymph nodes, it's close to breast tissue. And so with conventional deodorant, not only are we putting all this junk up there, but we're also sealing and blocking off the pores with aluminum and preventing the body from getting rid of that stuff and other things that it just naturally would detox from. So I was like, okay, I've got to figure out how to make a natural Deodorant that works because there were a few on the market at the time, but they were not effective. I tried them and they did not work. And so I was really committed to figuring out how to create a natural deodorant that actually worked. And I had this formula, it was baking soda and coconut oil, and I would, like, dip my finger into each one and rub it on my underarms. Wanted my husband to do the same thing. He was like, no, that's weird. Not doing that. So then I was like, okay, I need to figure out how to make this in stick form. And it was just a hobby that I just kind of worked on in my spare time. We were married, we didn't have kids. So after I got home from my normal 9 to 5 job, I would just go to my kitchen and mix up different batches of deodorant. I would give them to friends and family to try, and they would give me feedback and I would make tweaks based on their feedback. And eventually I had a formula that I was really happy with and started selling it through my family farms website, Primal Pastures. And it just kind of took off from there. It got a really good response. I had, like, a small but loyal group of people that really loved my products. And eventually I just moved everything to my own website and kind of put everything into it.

[Jenna Kutcher]

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[Bethany McDaniel]

I mean, it's. It's really incredible. And I feel like watching the growth, but also just watching the awareness shift.

[Jenna Kutcher]

It was cute.

[Bethany McDaniel]

The other day I was at my best friend from college's house and I was like, oh no, I forgot to put deodorant on. And I like ran up to her bathroom to grab some deodorant because, like, when you're roommates with somebody, you share everything. And I like open up her drawer and there's primal appear in her drawer. And it was like this moment for me of like, the people that I love the most are starting to understand it and invest in that. And like, like, that is like such a gift, right? Like, of just seeing the bigger picture of health. And I don't know, it's just such a cool moment of like, oh my gosh, even my friend who lives states away is like using this product because it's been just so life changing. What would you say to somebody, because I feel like we've heard this, and I know you've heard this too, is like, people need the chemicals, they need the long words that they don't know how to pronounce because that's the only way that it's effective. Like, what is your argument against that? Because I think that it, it's something that I think a lot of people subconsciously think of. Like, I don't even know what's in this, but it's obviously going to work. What would you say to that?

Yeah, I mean, I think the common or one issue with natural deodorant a lot of times is people will switch and then they'll say, well, I stink and I smell so bad. I'm really sweaty. And our response to that is like, yeah, that's normal. Like, as you detox from conventional deodorant, you're going to be extra smelly and extra sweaty for a period of time, usually a couple of weeks. But then your body kind of normalizes those processes, those detoxification processes kind of normalize and balance out. A lot of people actually find that they smell better and they sweat less than they did before. Yeah, me too.

That's me is like, I only need deodorant the week before my cycle. That's when I like notice that I actually smell. It's really fascinating. Like, most days I do not need deodorant and I sauna daily, which is like I am detoxing every day, which is so interesting.

Yeah, I mean, sweat, if you like prioritize sweating, like going in the sauna is amazing. I do the same thing. You are going to smell so much better. So much better. And if you don't have a sauna like, hot bath works great too. Like a hot Epsom salt bath. I'm surprised sometimes, like, if I'm traveling and I don't have access to a sauna, I'll take a hot bath and with Epsom salts, and I will like sweat almost as much as I do in the sauna.

It's amazing. I mean, there's a lot of research behind it. It's actually really fascinating. One of the things that I think that you've done exceptionally well is you have really, and I would just say, especially in your content in the last year is, like, you've really doubled down on what your stances are about certain things. And I'm curious what it has felt like, because I think a lot of creators are still in the space of, like, wanting to, like, create for everyone and please everyone. And I'm not saying that you're putting out content that automatically repels people, but I think you're speaking so clearly to your people at the risk of not appealing to the mass audience. What does that look like for you? How has it felt, and has it impacted anything within your business?

Yeah, it's. I mean, it's been liberating in a sense. I feel like that is what keeps it fun for me. You know, I. I've been doing this for almost 10 years now, and some of that, I think, is just kind of, like, getting comfortable. Getting more comfortable with maybe, like, more critical opinions and just kind of being okay with that and really following what I believe is, like, the calling that God has put on my life and kind of just leaning into that and tuning out dissenting opinions or whatever. And it's fine, like, not that we want to repel people or anything like that, but, like, it's just kind of more this sense of, like, being okay with the outcome if I think I'm staying true to, like, the things that I believe in the most and not really, like, apologizing for that or having regrets about that.

And to be clear, we're talking about, like, you're talking about, like, I don't agree with certain facial treatments or things like that. We're not, like, going super deep off the deep end, but it's, like, not anything too crazy. Yeah, no, no, no. It's nothing crazy, but I just think, like, you've gotten even more confident and clear in what your stance is on certain things, and I think it makes for a lot more interesting of content. And I also think that then it's just, like, the people that you're trying to reach are, like, on Board ready to rock and understand it. And I also will say that you guys do it in a beautiful way of, like, everything is a personal choice with what you choose. This is just what we've seen or what we believe or what the research says about certain things. And so I just. I think it's been really cool because I think a lot of people kind of scream into the ether and hope it lands on the right ears. And I think that you have done a really awesome job at leaning into, like, some of the trending things that you might see in conventional skincare or different ways to treat different skin problems. And just given your two cents on what that looks like for the average person, and it's up to them to decide which route they want to go.

Yeah. I think the things we get the most pushback on are whenever we talk about Botox and fillers.

Yep.

The fact that we use tallow in our skincare products is something we get pushback on a lot, mostly from the vegan community. And then sun exposure, Our stance on sun exposure is upsetting to some people, and I look like a tomato right now, but it's not from a sunburn that's so interesting.

Okay, so you recently went through a massive rebrand. Like, absolutely. This was a big deal. Not only in a rebrand, for a lot of people that have digital businesses where you get a new logo or a new color scheme or new website. This was, like, extended through every piece of the brand, through the packaging, through the products, through the way that you ship your items, everything. Talk to me a little bit about that, how it came to be. Like, I know that this was a behind the scenes, massive undertaking.

Yes, it really was. I mean, we hadn't rebranded since, gosh, Like, I had a friend make labels for me in the very beginning. And then about a year in, we switched and went to and we rebranded and then haven't done anything since then. But I remember, like, how much of an undertaking that was when we rebranded, like, a year into the business. And I remember being in our warehouse with my. I had one daughter at the time, and she was like, in the Solly wrap, and I was, like, working with our designer, like, making sure that all the spacing was correct and the little symbols, like organic symbols that go next to the words were in the right appropriate spaces and, like, just, like, analyzing every label and, like, just pouring over all of it and just how intense that was. And now we have so many more skus. Like, it's just everything has exploded. So when my team initially Brought up the idea of rebranding. I was like, ooh, that sounds like so much work. I don't know if this is the year for that. And everyone kind of challenged me on it, like, we'll work with an agency. It won't be all you. And so I was like, okay, okay. I think we can. I think we can tackle this. I mean, it definitely wasn't even close to all me. Like, it was a full team effort, and the agency we worked with was amazing. And so. But it was still a big undertaking, like, and for the whole team, like, spread across so many different people, and it went really well. Like, I'm so happy with the final product. I think it was just time for a refresh, and I wanted something that would still reflect the aesthetic that I wanted for the brand. But I think initially it had more of a. I love our old packaging still, but it had more of, like, a DIY feel to it, and I wanted the look to feel more elevated and yet still, like, earthy and approachable. So I'm super happy with how it all turned out. We still have a few, like, behind the scenes challenges with certain vessels and, you know, certain. We've had to pull certain products out of stock because of that. That we're, like, working really hard to get back in stock. But, yeah, super happy with it overall. But it was a huge undertaking.

Oh, I literally can't even imagine all of the logistics of packaging selling through the old inventory wind. I mean, like, there's just. There's a lot to it. So it's no denying that, like, that was huge. I will say, like, I was telling my friend about it this weekend and I was like, like, okay, I am obsessed with it because, you know, how much of each product to use. Like, it actually has helped as a consumer in using the product even at a higher level, in my opinion. And like, even, like I was telling her, like, the spray is like, it.

[Jenna Kutcher]

Just like mists on your face and.

[Bethany McDaniel]

It'S like, it feels good.

Yeah.

[Jenna Kutcher]

Yes.

[Bethany McDaniel]

And so I was just telling her, I'm like, because I'm still working through some of the old product as I'm integrating in the new. And I was like, oh, it's. It's an upgraded, elevated experience. So not only does it look different, but I feel like the consumer experience is different. And I think that is honestly the winning combination when it comes to a rebrand. Because so often, like, I think as creators, again, we are so attached to the creation that, like, the rebrand doesn't actually enhance anything. For anyone else except for the ultimate creator. And I feel like a true rebrand changes the experience for someone else and for the consumer. And I feel like you guys absolutely nailed that. Not just with like, the product, but with the messaging, the use, like, everything. I just, I just can't imagine how big that was. I totally.

Yeah, I mean, yeah, like you mentioned, like, we considered every little thing, like the functionality of each vessel and like tried to source vessels that didn't just look the way we wanted to, but also function the way we wanted to. And then also like kept sustainability in mind with the whole process and tried to make the best choices there. So, yeah, a lot of different things went into it.

So one question that I have for you is that I think a lot of times entrepreneurs lead and like start the business based on the product. And we kind of touched on this. But I, I want to give our listeners a few tips on like, how do we communicate the lifestyle so that your product is just an obvious extension of that lifestyle. Do you have any tips of like, helping your customers imagine themselves living this different life where your products are just an obvious incorporation into that?

Yeah, that's a good question. I think I would just think about and try to imagine like, what role that product plays in someone's day to day life and kind of like create a story around that. So for us, sometimes that looks like an evening route, like for busy moms. We have a lot of customers who are busy moms and so imagining like an evening routine after the kids are in bed, like how to use our products and incorporate our products into that routine along with other things, maybe like drinking a cup of hot tea or cozying up with a blanket and watching a show while you do a gua sha routine on your face. Just kind of like imagining how your product or service will like enhance someone's actual day to day life. And like, what does that look like for. For them?

Okay, I love that you said this because I have started this practice in my life that has been so transformative. I have to share it because you were just talking about busy moms. But exactly what you just said is I have such a hard time, I think with ADHD and with just being like someone who is constantly in my head, like the mental load. I have such a hard time transitioning from like work to motherhood. Motherhood to like human.

[Jenna Kutcher]

Right.

[Bethany McDaniel]

Like once the kids are in bed and what has been. Been so life changing and you kind of just talked about it, but I wanted to share is that once the kids are in bed, which is usually around like 7:30. I go into our bedroom and I do like, turn down service. Like, picture you're at a fancy hotel and like, you know when you show back up and like, your slippers are laid by the bed, they've pulled the covers back, the lights are dim. I literally perform turndown service in our bedroom every night. And I do my skincare then because not. Not only do I feel like it gives my skin the chance to like, absorb the skincare before I'm laying on a pillow, but it also is like this mental slowdown of like, smell the oil, like, feel the mist on your face. Is like kind of like when the therapist is like, say three things you can smell, three things you can hear. Like, I like, try to make it just this like, beautiful practice. It literally takes like five minutes or less, but I already feel one step closer to bed. And I feel like it's something so small that I can do for myself to like, get back into my own energy and like, get back into like.

[Jenna Kutcher]

Who I am and what do I need right now?

[Bethany McDaniel]

And I just feel like when I leave skincare until like, the minute before bed, it's rushed, you skip a few steps, you don't enjoy the experience. And so it has been, because my therapist was like, you need to create these like, trans transitional, like five minute transitions between each role that you're playing. Because when you're like shutting the laptop the second the kids get home from school and you're trying to like, you're halfway there, you know you're not in on either place. So it has just been so great. And I feel like even in the morning, it's like as soon as we wake up, like the morning is off to the races. And so even just having like one minute to like, spritz on a toner, put on a little serum, slap on a little deodorant and get on with the day is just like that. Like, it's like a form of self care in such a beautiful way.

Yes. I could not agree more. Like, that transition is. Is huge. I mean, creating like, transitions throughout the day in any way you can is huge. But I'm fully with you on the evening routine and I love like, just massaging our cleansing oil into my skin every night is like my favorite evening ritual.

It truly is. And it's like, it is, it's just like a reminder to, like, get back into your own own body and like, get back into your own needs. Like, I just feel like so often we feel so disconnected from, like, who are we? What do we need? Like, we're just putting out fires and taking care of other people. And, like, my therapist was like, that is such a beautiful way to, like.

[Jenna Kutcher]

Not only get back into your body.

[Bethany McDaniel]

But, like, connect with, like, your sensual self or, like, your own energy in a way that's like, yes, I am in this body, in this meat suit. Like, I deserve a little bit of care. And I. I just think, think, not only do your products do that, but just as you just explained, like, setting the stage for somebody to imagine that as a part of their daily routine helps it become a part of their daily routine, which is such a beautiful thing.

I could not agree more.

Okay, so final question is. Is, like, what's something that you are just so excited about? Like, what's something you're working on or you're Googling? Like, just give us a little insight into your world right now.

Yeah, I'm. I'm working on. We have so many exciting launches coming up for next year. That's a big focus right now. Just, like, figuring out the timing of all of that. And then. And honestly, like, right now, I feel like I'm at a point where I'm reevaluating. I have to do this every so often, but just kind of evaluating, like, my workload and what I. Where I'm at with family and, like, how to be more intentional with, like, how I'm. I'm spending my time. I'm sure you've experienced this, like, in different seasons, things look a little bit different. Like, there's some seasons where I'm, like, all in on. On family and working less and just kind of maintaining some. Some work things. Then there's seasons where, like, I have a new thing going, like, I do right now with the podcast, and I'm figuring out, like, how that now fits into my life. And so now I want to. Like, after doing that for the last several months, I'm kind of pulling back and thinking, like, okay, how do I now, like, make all of this work in a way that feels good and feels like I'm still giving my kids, like, the time and energy that I want to and still, like, giving my business the time and energy that I want to. So that's kind of something that I'm evaluating because I'm so excited about everything going on in life right now. Like, I love being a mom. I love being with my family, love pouring into them. And I also, like, I'm so excited about all of the things happening at Primally Pure from Our podcast to these new launches. One of them is a sunscreen, which has been like, like, such a long time in the making. So there's just. There's a lot of good stuff, and I'm kind of, like, needing to take a step back and evaluate, like, how it all fits together, which is just a constant thing as an entrepreneur.

Yeah. I always feel like this stage of life for a lot of us is like, you're spread thin, but it's only because of the fullness of, like, the experience. Right? Like, you're spread thin, and that is a feeling and a reality for so many of us, but it's because there's, like, so many full experiences happening all at once, and you're only one person. I can't wait to test out the new products. And I was laughing this morning because I opened up my drawer and I was digging around for something and I had, like, four different samples of the everything balm of, like, sample one, simple, two, like, I love to be the guinea pig of all the things. And so I'm like, yes. I love when new stuff comes out, and I can't imagine the amount of time and work that goes into it. It's crazy.

Yeah, it is. We will get that in your hands as soon as we can. We'd love for you to try it.

Where can everybody find out more about you, connect with you, learn more about what you do, and listen to your podcast? Drop all the places so you can.

Head to our website, primally pure.com and just for the Gold Digger community, you can use the code gold digger for 15% off primally pure on Instagram. My personal Instagram is Bethany J. McDaniel, I think, or Joy McDaniel. And then our podcast is Grounded Wellness, and you can watch that on YouTube and Spotify and listen on Apple Podcasts.

Thank you so much for coming back onto the show. I have a feeling that you'll be back sooner than later. Thank you for being a part of my journey. I have just had my life transformed by you in so many ways. I'm so inspired by you and just seeing your products not only in my own house, but used by, like, the people I love. It truly feels like just such a gift. So thank you for sliding into my.

[Jenna Kutcher]

DMS all those years ago.

[Bethany McDaniel]

It literally changed my life, and it forever changed my skin. There's no denying that.

Well, the feeling is so mutual, Jenna. I have learned so much from you over the years, and I'm just so grateful for your continued support and for the opportunity to be on the podcast again. It was fun just to catch up with you and see your face again.

[Jenna Kutcher]

Aw.

[Bethany McDaniel]

There is something so incredibly special about.

[Jenna Kutcher]

Doing life and business with people you love.

[Bethany McDaniel]

And Bethany is someone that I have.

[Jenna Kutcher]

Just come to love, love so deeply over the years.

[Bethany McDaniel]

It's honestly crazy how so much has changed and yet so much has stayed the same when it comes to her products. They actually work. They have changed my life. They have changed my family's lives. Like they are the products that I.

[Jenna Kutcher]

Am constantly recommending to the people I love because not only do they work, but they are using good ingredients that.

[Bethany McDaniel]

Are healthy for you, that help support your body. So I hope you love today's conversation as much as I loved catching up with my friend. And as a quick reminder, Bethany has.

[Jenna Kutcher]

An exclusive code just for Gold Digger listeners. You can only get this if you.

[Bethany McDaniel]

Are a listener of this podcast. If you go to primally peer.com and.

[Jenna Kutcher]

You use the code Gold Digger, you will save 15% on your order.

[Bethany McDaniel]

We have linked up that link for you in the show notes in the show description. And if you want to see more about my own personal skin transformation and the products that I swear by and how I use them, you can head to jenna kutcher.com primally pure that's P R I M A L L Y P U R E and you can enjoy again, Code Digger just for my listeners.

[Jenna Kutcher]

You're not going to find this coupon code anywhere else. All right, thank you so much Gold.

[Bethany McDaniel]

Digger listeners for tuning into today's episode.

[Jenna Kutcher]

And of course, until next time, keep on digging your biggest goals. Thanks for pulling up a seat for another episode of the Gold Digger podcast. I hope today's episode fueled you with inspiration, gave you information that you can turn into action, and realigned you with your true north in life and business. If you've enjoyed today's episode, head on over to gold diggerpodcast.com for today's show notes, discount codes for our sponsors, freebies to fuel your results, and so much more.

[Bethany McDaniel]

And if you haven't yet, make sure.

[Jenna Kutcher]

You'Re subscribed so that you never miss a future show. We'll see you next time, Gold Diggers.

[N/A]

Please note this episode may contain paid endorsements and advertisements, and individuals on the show may have a direct or indirect financial interest in products or services referred to in the episode. Your support through affiliate links or sponsored content helps us continue to bring you valuable content. Thank you for being a part of the Gold Digger community.