← The Product Boss with Jacqueline Snyder
The Product Boss with Jacqueline Snyder
683. "I Thought I Wanted Amazon… But Here's What I Really Need for my physical product business” | Coaching Session
00:56:20
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- [00:02]
Jacqueline Snyder
Hi, I'm Jacqueline Snyder and this is the Product Boss podcast. I've helped launch and grow thousands of product based businesses, even one of my own. And over the last 20 years, I've seen behind the scenes of businesses just like yours. Whether they are makers, manufacturers, artists, or food and beverage businesses. I have spent so many hours studying it all. I've discovered what makes them successful, what mistakes they could have avoided, how did they turn their ideas into a successful business, and what are the strategies that they have used to make more sales and be discovered by more customers. And this is what this show is all about. Whether you're just starting out or you're looking to become a million dollar product boss, I'm here to give you the permission to chase your dreams, no matter how big or small. All you need is the right mindset, a little courage, strategy and support, and you too can be the next million dollar product boss. Let's do this. Hey, hey, product bosses. Oh. Welcome back to the Product Boss podcast. I am so glad you're here. I am all about having more fun in business again right now. All the time, business, life, all the things have felt so incredibly difficult and hard. I think the world just keeps throwing lots of curveballs our way. And I feel like, you know, we made it through 2020 and we're like, okay, we made it, we're here, we've navigated this thing, things are gonna get easier and things keep feeling hard. So here's what I wanna say. Oh, well, that stuff's gonna happen out there. I got lots of hard things happening in my life, but I'm also ready to step into this next level me of really finding joy and fun and making business fun again. Cause guess what? Things are usually not fun when we have to work for other people. I mean, maybe you have an awesome job, but a lot of times we're like, can we get out of here and live our best lives? So can we make an agreement right now and live our best lives together? Can we make business fun? Can we make this a little bit more joyful? You might hear a little, a little bit more of that tone coming from me these days. I realized that over the last year and change, I've actually lost the fun. Because if you know this or maybe you don't, I started this podcast and this business with a co founder, Mina, who by the way, is doing really well and says hello to all of you if you've been listening for a while. We're still really good friends, but our paths diverged. We went different ways. And I realized we used to have so much fun together. So much fun. And on the show we had so much fun. And that's the thing that I kind of want to bring back. I'm just like, let's make this light. Let's make this fun. Let's make business fun. Okay, so that's my little, like, I guess I had to say it out there into the world to all of you so that, you know, that's what I want. That's what I'm going to try and do. I'm bringing that into my programs. If you're a student of mine, you're going to start to see that we're just going to make things fun again. Things are hard enough, so why does this have to be. Doesn't it could be, you know, we're going to do the work, we're going to put our heads down, but can we make it fun and joyous and. And funny and all the things? I think so. So I'm not going to promise that this episode is that because this is recorded before this, like, grand statement to all of you, but I am really excited because today I'm coaching Asla Wade. Okay. And she is actually a student of mine. She is in my programs like the Product Boss Sales Accelerator, formerly Multi Stream Machine, but now it's the Product Boss Sales Accelerator. And she's joined one of my masterminds. And so she's in my inner circle. Mastermind. And so I've known her for quite a while now in the way that I get to work closer with her than many of my other students. And she owns Boutique Butterloo now. She is just like fun and joy and so supportive and just an incredible human that so many of us, if you get to be around her, are so lucky and blessed because she feels like a best friend immediately. And I think that that kind of comes out in the products that she sells as well. So her company is Boutique Butterloo. And Boutique Butterloo, I mean, she is an Etsy veteran, okay? Etsy veteran. She has made so many sales on Etsy, almost a million dollar business on that channel. And she's also really heartfelt. It comes out through her products of personalized picture frames and custom gifts. Now, Asa came into this coaching session wondering, should I get on Amazon? She's like, jacqueline, you tell us we should get on more sales channels. My sales are really taking a nosedive on Etsy. If anyone else feels that way, I'm going to tell you, you're not alone. Something's going on over there. So this is why I've always said, we don't want all our eggs in one basket. So she's had all her eggs in this Etsy basket and now she's trying to think, well, what's my next sales channel? What makes the most sense for my product? So is it Amazon? But throughout our conversation, you're going to hear what she really needs, because that's what we discovered, what she really needs. It may or may not be what she thinks it is, so we're going to dig into that. And so in this episode, if you are a multi passionate creative, you've got all the ideas you want to sell in all the places, you're really excited to get your product out there and you've thought, I want to grow, but I'm not sure which direction is best for me. Then this episode is for you. I want to help you rediscover your spark. I want you to map a simpler, more aligned path forward, just like I'm going to do for Azla. So you ready? Let's dive in. Azla, welcome to the Product Boss podcast. I'm so excited to coach you today. We've been working together for several months now inside of my inner circle Mastermind, and it's been really fun. One to get to know you two. I get to hug you in a couple of days because you're coming to my house for a retreat for the Mastermind. And also just seeing how you've really thought about your business and shifted your business and what you've been doing. So I'd love for you to just share a little bit from your words what you sell and where you sell it.
- [05:48]
Asla Wade
Sure. Right now I'm selling only on Etsy and I make personalized picture frames and other meaningful gifts. They're completely custom, including all the text, the colors and everything. I've been on etsy for about 10 years now, and through finding your program and through your coaching, I'm now learning to sell and getting ready to set up to sell on a couple of other platforms as well. And just did my first in person market with another masterminder and that was amazing. The first one in 10 years. So that was awesome.
- [06:21]
Jacqueline Snyder
Oh, my goodness. Good. It's fun because it seemed like really fun energy. You both had sleepovers that we were all jealous about. We're like, oh my God, they're together.
- [06:29]
Asla Wade
It was so fun.
- [06:31]
Jacqueline Snyder
Yeah. And I know you prep for that, you know. So your, your company is Boutique Butterloo. And you know, you've Had a quite a successful business over the last 10 years. And one of the things we've been kind of honing in on is what we know about Etsy is that it's very product focused. Right. So it's like I make personalized picture frames and they could buy a mom picture frame, they could buy a pet loss picture frame, they could buy a new baby picture frame because they're searching for something like an SEO search, they're finding your product, they're verifying that you're, you know, you're a credible store, you've got good reviews and they're purchasing, but they're not looking at it as an overall brand. And I know that's something we've been tackling. But where have you had like, let's just dig deeper into, into the frames. And also because you've just done the in person market and you've had some time since you were there and it's still been selling what was selling well. And what do you feel like you want to move into selling more of building your brand off of Etsy?
- [07:26]
Asla Wade
The toughest challenge for me has been thinking of my business as a brand because you're right, I'm used to selling just single products. Like a fun quote will come along and I'll make a frame and sell it. So it's been hard to find out what I do and who my clients really are because I feel like they can be anyone and everyone. So what I got feedback on at the in person market was a lot of the pet frames, which are some of the Etsy bestsellers in. I have two Etsy shops and one of them is an Etsy bestseller for a pet loss frame. I made a couple of samples of pet loss frames and then I made a couple of just frames with cute quotes about, you know, people and their dogs and loving dogs more than people and you know, just cute, funny quotes and those drew the most attention in person. So. So that was awesome to see because I know that there's a whole market I can get into there with pets. And as well, we got a lot of feedback on the grandma frames. What was interesting though was that the grandmas themselves were looking at the frames and looking to purchase it for themselves. So right now on Etsy I sell them, you know, from the, the mom giving a picture to the grandma with a picture of like her young baby in it. So it was interesting to see it from a different marketing angle as well.
- [08:48]
Jacqueline Snyder
Mm, yeah, that makes a lot of sense. Yeah. I think when you're shopping I think there's a time when you buy those things for them when it's a holiday. Right. Like I'd buy the grandma's or the great grandma's stuff at holiday times if you have nothing else to give them or you're thinking that that's, you know, a good Mother's Day gift, that kind of thing. I was really excited. I know you and I have talked about this, but we call my grandma Gigi as a great grandma. And so last year I saw a lot of product around Mother's Day that was using the word Gigi, which I was like, ah, I thought we were special. We weren't so special. But I was able to find stuff that was saying her name the way we say it instead of just like great grandma. So I think that, yeah, I can switch. And probably like you're saying you're experiencing an in person market and you haven't done it in 10 years. So that consumer behavior, the target audience is a little bit different than when someone's going to look for a gift for someone because probably grandma's not going on Etsy to buy herself a grandma frame. But if she's out and she sees a grandma frame, she's like, oh, that's cute. I just got some pictures of my family, I'm gonna, I'll buy that frame. Cause it kind of self identifies her.
- [09:47]
Asla Wade
Exactly.
- [09:49]
Jacqueline Snyder
So your company was at close to a million dollars in the past years. And I know that, you know, revenue has gone down and a lot of that is because your eggs have been in the Etsy basket and the algorithm has changed, right?
- [10:01]
Asla Wade
Correct, yes.
- [10:02]
Jacqueline Snyder
Yeah. So we've been really kind of thinking about how to get back to those numbers and how to do it well, where all your eggs aren't in one basket and that we can leverage other sales channels, leverage other audiences. What happens when what used to work just stops working? So for many of us, right, many product based business owners and entrepreneurs, that moment is a wake up call. You know it. If you felt it, you know it. The market all of a sudden shifts, a platform changes and suddenly the thing you built your business on doesn't feel so steady anymore. So that's exactly where Asla is. She's navigating the messy middle. What was and what's next. But, and I have chills saying this, this is where the magic happens. I know it feels really hard right now, but this is where the magic happens when you stop trying to recreate the past and start building towards a more intentional future. And that's exactly what we're going to dive into next, how ASLA can move from being dependent on Etsy to building new revenue streams that fit the next chapter of her business. Oh, I am so excited, so excited to see where this goes. What I love to do and teach is that, you know, yes, you can have your own website, but you have to build your own audience for that. And I believe it to be important because it's the hub of your business. But the easier lift for you is how do you leverage other audiences that exist on other sales channels. So one of the things you wanted to talk about was Amazon. Is that where you want to go first or where would, what would help you?
- [11:40]
Asla Wade
I would love to talk about Amazon because I know that a lot of my clients are on Amazon.
- [11:45]
Jacqueline Snyder
Okay, so let's talk about it. I know you're, you are going to try and do it without an agency, which is absolutely possible. But let's dig into Amazon. What are your thoughts? What are your questions around it?
- [11:56]
Asla Wade
So right now I have hundreds of listings in my Etsy shop.
- [12:00]
Jacqueline Snyder
Okay.
- [12:01]
Asla Wade
And do you recommend just starting the Amazon store with a handful of listings? I've done Amazon handmade in the past, but that was totally different. And I think I'd like to do the fulfilled by Amazon so it can be prime shipped out. I'd love to talk about just how to, how to even find out what would be a good bestseller on Amazon because I brought, I made and brought a bunch of my Etsy bestsellers to the In Person show and didn't sell any of those. So I'm thinking, well, if I put my Etsy bestsellers on Amazon, maybe they'll completely flop on there too. And I'm just not sure how to pick which one of my items to bring over there.
- [12:39]
Jacqueline Snyder
Well, okay, like we said, they're different customers. So your in person market was in Austin. Was it in Austin?
- [12:45]
Asla Wade
It was in Round Top Texas.
- [12:47]
Jacqueline Snyder
Okay, so already like we're in Texas, Round Top Texas. You said there was a lot of like glam and cowboy hats and. Right. Like the audience felt different.
- [12:57]
Asla Wade
Definitely. Yes, definitely.
- [12:59]
Jacqueline Snyder
Okay, so that's something to consider when you do in person markets that you, and because you do have so much product, you really think. And, and that's a good research point is who is the customer that's going to be at this market? Cause I think a lot of times people think they could just show up to a market, any market, and sell their product. But it's that same idea as like each type of market attracts a different Kind of customer. And some are trendier than others. Some have different vibes. And feels like your stuff definitely has like a vintage vibe. I didn't tell you this while you were. Because we were voice texting back and forth and I was like, I don't want to, like, throw your brain off like kilt because I wanted you to stay focused and sell. But your stuff, and especially in the booth that you were in, your stuff has that kind of like shabby chic, romantic vibe to it. And if you're in this like super ultra modern or like trendy young people, like, urban outfitter vibe or like glitzy and glamorous cowgirl. Just saying, maybe the product doesn't match the people who are there because it doesn't match their homes.
- [14:05]
Asla Wade
Definitely. I definitely saw that once. I was already there.
- [14:08]
Jacqueline Snyder
Yeah. Which is fine because that's really good, clear feedback. So then when you're looking at for you, and I know we want to go to Amazon, but when you're looking at markets, which I love for you because I know it's time and effort, but I think for you to get back like boots on the ground, actually your Gap right now is that you're not connected to any customer. You don't know what they want. You're not talking to them. It's like you're posting and listing and hoping that somebody sees it. And I'm afraid that you're going to do the same thing on Amazon, which is why you're asking these questions, because you're actually not getting data or feedback from real customers.
- [14:39]
Asla Wade
Right? Absolutely.
- [14:42]
Jacqueline Snyder
So you might fit really well in vintage inspired markets because it's got that vibe. So people who are looking for that, it does have that shabby chic. And I was telling you, I left you the message about love shack fancy.
- [14:52]
Asla Wade
Yes.
- [14:53]
Jacqueline Snyder
Yeah. So I'm like, I either thought it.
- [14:57]
Asla Wade
Nope, I got it.
- [14:58]
Jacqueline Snyder
Or coached you on it. Okay, so love shack fancy. I was coaching a group earlier and someone was like, I got to get out of my house. And I was like, yes, yes, we have to get out of our houses. We have to go to stores. We have to walk the trendy streets. We have to not only go to big box, but find small boutiques, Find where the taste makers are shopping. So going back to Austin, you know, there's. My God, starts with a C. The street. My brother got married on that street. But there's trendy streets. I'll just say like, you know, like, let's just say Rodeo Drive. Not that that's trendy. Because it's all big designer stores. But, you know, knowing what's out there and what the trends are is all of our job selling physical products. We need to know for you. You need to know interior design trends, home design trends, language trends. Right. Are people snarkier? So have you been, like, getting any of the content online that's, like, about trad wives? Do you know about trad wives?
- [15:59]
Asla Wade
I do not.
- [16:00]
Jacqueline Snyder
Okay. Traditional wives. That's what it. It's not a whoops, but it's like a. There's this trend called trad wives, and they're technically traditional wives.
- [16:10]
Asla Wade
Okay.
- [16:10]
Jacqueline Snyder
Is what the word is. And your rich bff, who's. She's great. She's like a financial influencer online. She did this whole reel on it, and I was like, oh, my God, she nailed it on the head. So there's this obsession with tradwives, which is basically this idea of women. It's meant to be funny and viral, but they dress up in, like, evening gowns, and their hair is on their makeup stand, and they're like, my kid wanted a juice box, so I went and I juiced the strawberries, and I picked the lemons from the tree, and then I smashed them individually. And it's like this whole very delicate process of, like, handmade from scratch juice boxes. And you're watching her pour, but she's just, like, so delicately doing it. And then there's this one I watched where she's like. And then they wanted another. And you've watched this, like, entire process, Right? And so it's funny and it's ironic, and it gets the scroll to stop. But what your rich bff, what she had said was the thing that we're actually longing for is the spaciousness and time to do things that would mean like staying home and tending to your chickens or your farm. That's why all these people want land with animals. They're like, what does Lux life look like? Time. Abundance of time to smash strawberries and make a handmade, you know, juice box for your child or to be out with the horses. Which is ironic because back in the day, we had, like, there was a stay at home. Typically, a lot of times, as a stay at home mom, only one person in the family had to work. And so now that everybody has to work and they're doing all these things, they don't have time to cook and they don't have time to garden. That almost is the luxury of having time to do that. Okay, So I bring that up because your product When I look at it has this, like, vintage feeling, this, like, old school feeling of a time that felt easier than the time we're currently in.
- [17:56]
Asla Wade
Okay. I love that.
- [17:58]
Jacqueline Snyder
It's a long way of me getting to that point. But there is this element to what you make because there was the time of shabby chic and the time of that look, but there's also going to be this element of, like, people are looking for vintage and eclectic and richness of life and these throwbacks to a different time. Because this time that we're currently living in feels hard. In the future, we'll look back to this time and be nostalgic for it. But that's sort of what happens with humans. And so your job as someone who creates and sells product is to be aware of one, what trends are happening from a product perspective, but also what trends are happening from a culture perspective. And then I know this sounds like super next level. You're like, I just want to sell pet loss frames. But it brings it back to why when someone sees it, it's going to be the thing that they want and what they buy, and it has that nostalgia to it. So as you're thinking about your product, you're thinking about your new designs, you're thinking about the. You know, you may look at it and say, oh, this current way that I've been designing might feel a little bit older and not on trend. But when I brought up Love Shack Fancy, which she's very. She's like a New Yorker that wears gowns and runs around with bows and flowers and everything. And she, like, collects pieces from vintage France. And it's so like, luxurious and dreamy and bubbly and sweet. And it's like that kind of like taking a bite out of, like, that version of life versus feeling the drudgery of life. So I want you to feel. It's actually more of a feeling that I want you to start to feel into your product more than think about your product.
- [19:43]
Asla Wade
Okay.
- [19:44]
Jacqueline Snyder
And that's what's going to really help to, like, cement back into what you do, what you make, what the design aesthetic looks like. So that. And this is again going back to you doing these in person markets. It's then fitting into the markets where that customer is. So once you feel that essence of what your brand is, then you find the markets that it makes sense that that customer is walking around. You had that store that approached you at that in person market, and when we looked at what her booth looked like, it was like a puzzle piece that fit Perfectly together. Her vibe and your vibe match and there's more of those people out there. And so that's what you're looking for. You're not looking to fit into every store or, or every home or every customer. You really want to find that like that match. And there's enough people in the world that you can find it, but you have to feel it as you're developing your product.
- [20:34]
Asla Wade
Okay. That makes a lot of sense. And I feel like maybe that's why some of the older women were drawn to the product, like to purchase it for themselves and to fit it in their homes. I did bring one new design to the market, which ended up being like a super hot ticket item. And it was bright, bold florals and a quote about just a girl and her dog. And that was the frame we sold the most of. In fact, during the middle of the market, I came home and made a few more and sold out of them and got a few orders to ship out as well. Also, when we were there, the other masterminder I was with had a great idea of having me go around and just ask for feedback from some boutique owners. And that was great too. I realized all the feedback I got was positive and it was awesome to be able to talk to each boutique owner and just ask like which colors they liked, which fonts they liked, what they would order, if they were ordering for their store. So it was good to get all of that feedback. The in person was nice and I totally understand what you mean about knowing your audience and next time I'll do my homework ahead of time because that would have been helpful.
- [21:39]
Jacqueline Snyder
Yeah. So. Yes. And right. Like this is a perfectly planned. It's not a mistake. It was perfect. It got you out of the house. You got to be with somebody. Like, you got to explore, you got to talk. That's what I'm saying. Like the disconnect for you is the disconnect from the humans you're serving. So you are such a heart centered person and the things that you come up with, the ideas that you message me about are so heart centered and loving. And that's what comes across in your frames too. It's like the love that's captured in these words around this picture. That's a special moment in time for people. But you're coming up with these ideas in your house and maybe you're bouncing them off your husband, you know, and he's like, I don't know, Asla, like you do you, you know, I don't know what his response is. But, you know, I think the more you can get out, the more you can get in front of people, the more you can shop, the more you can be aware of the homes and the people in those homes that these frames would live with. That's where it's going to keep you attuned to the design aesthetic, the messaging, and potentially an update to the designs. Listen. Your customers will always tell you what's working if you're willing to listen. So Asla discovered that this at her first in person market in 10 years. And it wasn't the products she expected to sell. It was the pet frames and bright, bold floral designs that drew the most attention. She was actually just with me at my house. We had a retreat at my house for my inner circle masterminders. This is for my six and seven figure students. And she actually was telling us, she's like, I haven't changed my designs in a very long time. And then all of a sudden these bright color ones are selling and we're like, yeah, let's pay attention. Let's look at, see what's happening in the world, especially with picture frames, right? We have to look at the trends of what's happening at home. So the cool thing about this, and you might feel the same way. I've had to tell Osla, I'm like, you're gonna have to leave your house. Right? Cause sometimes we get in these silos and we're working at home or in our studios, and we're just like, our heads down and we're working. But when was the last time you interacted with real people? To know? Because sometimes the most valuable feedback comes from watching someone's face light up when they see your product, or from real conversations or from stepping outside of your comfort zone. Out from being behind your computer and just asking someone, what do you think of this? And I am so proud of Azla because she literally did that. This market didn't feel like it was working for her. So what did she do? She got up, she walked around, she asked questions, she got curious. Curiosity, my friends. So if you're unsure what direction to go, I want you to get in front of your customers and let them lead you. That's why I actually do love in person, especially if you're just starting out. It's a great place to get great feedback. But I just wanted to make sure that you align that your ideal customers are at that in person market. Okay. Not just, you know, the farmer's market down the street. We gotta make sure that what you sell Matches the customers there. So Asla was able to learn some really great insights from the in person market when she went this market in Austin. But she's also just starting to get back into that market. She's starting to see what's going on. So let me check back in and see where she's at and where she's at with customer feedback. So the bright colored flower frame that you did, which there also is this like really big trend right now for homes getting bright again. So saturated walls, like ceilings, painted wallpaper on ceilings. So your job is to actually follow interior design accounts.
- [25:20]
Asla Wade
Okay.
- [25:21]
Jacqueline Snyder
Whether they're women at home fixing up their houses or you're following interior designers that are of your vibe. Because you do need to be on trend with what's happening in the homes to know that like, so the frames match the home. They're like earrings. Right. They have to match the outfit. And so people aren't going to buy them if they don't match their aesthetic.
- [25:42]
Asla Wade
Okay, that's such a good point. Actually. I have so many designs that I've, I mean, they're the Same designs from 10 years ago.
- [25:48]
Jacqueline Snyder
Yeah.
- [25:49]
Asla Wade
Because they keep selling. So I haven't updated anything. But I realize there's so much more I could be adding on that is more on trend.
- [25:56]
Jacqueline Snyder
Not only adding on, but also taking away.
- [25:59]
Asla Wade
Okay.
- [25:59]
Jacqueline Snyder
Or a variation of it. So you could test if this frame did really well in this old design. What if I take that same language and update it on a brighter frame that's still in the aesthetic because your stuff is still very feminine. Florally bows like it's, you know, we're not going more modern with your frames in the way of like super chic, like I don't know, trying to think of it like West Elm design. So it's just kind of looking at who she is. I'm going to say she, because she's probably the buyer majority of the time and how her style is evolving and changing and, and what, what her vibe looks like in her house.
- [26:36]
Asla Wade
Okay. Makes sense. I did get some feedback too that people were purchasing these for their daughters, like dorm rooms.
- [26:45]
Jacqueline Snyder
So, so that's why I told you go look at the love shack. Fancy. Because they're, they were basically, this is the genius marketing there. They're going for the, the college dorm rooms and sorority houses and they're doing makeovers. So what they're doing is they're getting in at this college level kid who's a little bit of an influencer. So my 9 year old is being served up content that has love shack fancy stuff in it. Because they're looking at these, like, influencers that are like these teenagers that are doing makeup, tutorials, whatever, talking about their Stanleys, all that. And then these, these young girls are buying into the trend of love shack fancy and bet your bottom dollar they're going to beg their moms for these $800 dresses. But again, the dorms that they're updating or the sorority houses that they're updating are probably at sororities that have the money that these girls are going to buy 200 skirts, $800 dresses. I know these numbers sound insane, but, like, that's. They're also. Their positioning is very specific as well.
- [27:47]
Asla Wade
Okay, that makes a lot of sense.
- [27:49]
Jacqueline Snyder
So, so much of it is just paying attention to the positioning and who the customer is and meeting the customer with what they need and what they want.
- [27:57]
Asla Wade
Okay.
- [27:59]
Jacqueline Snyder
So, yes. And you have a lot of product. It doesn't mean keep adding and adding and adding. It could be reducing. It could be you trusting out a micro, like a small collection. So if that flower frame did really well and Mother's Day is coming, you can do something with flowers, for example, and do a couple mom frames if you want. The daughter frames, a couple of grandma frames. And just try that trend. Don't make a gazillion of them, but try what you saw that sold with the languaging, the words, the copy on it, and see if the design shifts the purchases.
- [28:30]
Asla Wade
Okay, perfect.
- [28:31]
Jacqueline Snyder
So you don't need to come up with any new words, just the esthetic of it.
- [28:35]
Asla Wade
Okay. Sometimes the creative mind just takes off, and then I have a million and one things I want to do, which.
- [28:41]
Jacqueline Snyder
Is why you have me. And then I try and rain you back in. I'm like, it's like, come back. I know it's. It's hard, especially again, because, like, you can. You could make anything. Like, you have an idea and you can go and make it and then list it on Etsy and sell it. But I don't want you throwing that like spaghetti at the wall. I want us to kind of hone in and start driving your revenue again in the way that you're. You were used to. And it might just be a shift in messaging and visual appeal. So even on Etsy, potentially with a couple shifts in your design aesthetic, you could take the same kind of listings, but change. I'm not saying change. I don't know how fully how it works, but, like, if you're not changing the images, but it's the same concept. So if they're searching for the same thing but the end result that they see just feels maybe more updated. Okay, so then knowing that and thinking about Amazon, the Amazon buyer is a convenience buyer. So they are looking for off the shelf product, which you and I have been talking a lot about and figuring out how to take your custom. Because your frames are so custom, they are looking for a scalable, more off the shelf product. Yes. You could do Amazon handmade. We don't teach on it because it's not something that the general consumer is really aware of.
- [29:57]
Asla Wade
Right.
- [29:57]
Jacqueline Snyder
And if you really want to grow on that channel, it might be more of like these scalable products. So you're going to want to identify. It's the same thing that it's very similar to Etsy in the way of like identifying the highest traffic keywords. Right. Knowing what competitors are on that marketplace and seeing what their best performing products are. So like top the reviews, the price points, their images, their listings. So you're going to want to do some of your own Amazon research. Have you done that yet?
- [30:25]
Asla Wade
I have done some.
- [30:28]
Jacqueline Snyder
So I think that the pet memorial picture frames to me make the most sense. It is something that we talked about this when my mom's dog just recently died and I was like, oh, I should get her a frame. Or you're mourning the loss of a pet and you're looking for something to. I can't tell you, people listening are probably like, yeah, we still have our dog's ashes in the corner of our closet. Or like, you know, like we're those people. So, so that's the thing that it's like those people. There's going to be the people who are like, yes. Or there's people who are like, this is a giftable, but it makes a lot of sense versus I think at Mother's Day, for example, Mother's Day makes a lot of sense for you to do. Like if you wanted to do Mother's Day frames for Mother's Day and you set it up and you do the listing and you run traffic to it, you could do that. But it's not going to be a year round product. I think that the year round product that makes a lot of sense is the pet, the pet frames, whether they're pet memorial or they're pet lover frames. But to me the bigger solve the problem is that they've lost a pet and they're looking for something and that that's what they would go and look for.
- [31:37]
Asla Wade
Yes, definitely. The pet frames are the Ones that consistently sell every single day.
- [31:43]
Jacqueline Snyder
Okay, well, then there's our answer. So you're going to want, like, optimized listings. So are you in my program where I teach about Amazon?
- [31:51]
Asla Wade
Yes.
- [31:52]
Jacqueline Snyder
Okay. So go through the. I stumbled because I haven't made the announcement yet, but we're changing the name.
- [31:59]
Asla Wade
Okay, Well, I knew. That's why I didn't want to say anything at the beginning of our thing too. Yes. Okay.
- [32:04]
Jacqueline Snyder
All right. So Multi Stream Machine is now going to be called the Product Boss Sales Accelerator. Thank you to my masterminders for helping me come up with that name. So you were part of that. So the Product Boss Sales Accelerator in there, because we teach about how to sell and get in front of other people's audiences. So in there, that Amazon module, which is taught by an Amazon coach, is something that will walk you through the steps to get on. So my goal for you by the end of April is to get listed on Amazon with your pet frames.
- [32:35]
Asla Wade
Okay.
- [32:36]
Jacqueline Snyder
And it doesn't mean that you need multiple listings and you'll learn this in there, but it could be. And you'll see this where there's like the frame and then there's the variations of the frames. So it might be a pet loss frame. And then you get to pick like, it'll show you the different variations. And then they could pick the one with the bow or the one that says dog. You know, if it was a cat or a dog one, those might be different listings and you'll learn that inside of that training. But then you're going to have like pet Memorial picture frame. Like this could be a product title. Pet Memorial Picture Frame. Thoughtful sympathy gift and keepsake for pet loss. Holds four by six photos, solid wood, personalized memory gift. That was from ChatGPT.
- [33:16]
Asla Wade
I love it. That was so good.
- [33:18]
Jacqueline Snyder
So when you feed it, you're in the program and you'll learn from it. You can know what to feed ChatGPT to come up with the answers for you. People think that they could just go on to like AI and solve for all of these different things, but you need to know what to feed it to get really specific to what you need for your company. So I think you'd go with the pet loss frames. I think learn from what she says on, on whether you do variations or like the single listings. And you'll optimize your product titles. And then the other thing you're going to need is the right photos for Amazon. So your project will also be making sure that you've got the right Kinds of photos. And so I would tell you, as you're learning through this, I don't want you to. This is going to be your new mantra.
- [34:03]
Asla Wade
Okay?
- [34:04]
Jacqueline Snyder
I'm not going to do this without gathering information. Okay. I'm going to get out there and I'm going to identify what I need to know that exists. So Amazon, you're going to go on and you're going to look at your competitors. You're also going to look at just people who sell picture frames online, the top sellers, and go identify what's working.
- [34:24]
Asla Wade
So how do I even get credibility on Amazon? Because I have 90,000 plus sales on Etsy and all these reviews. But then I'm going to go on Amazon and be a brand new store which I feel like would be kind of hard to even get sales without any ratings.
- [34:41]
Jacqueline Snyder
It is. I mean it's going to be, you're going to need to learn Amazon if this is what you want to do. You're going to need to learn Amazon and you're going to need to learn how to play in that playground. So in the program she does talk about pay per click ads. You know, she talks about how to, you know how to get listed. We're, you're in the mastermind where Michelle, who's one of our students who was a huge Amazon business and for her Amazon kind of bottomed out. For her the sales channel we not bottomed out but didn't perform the way it used to. We added another sales channel which is wholesale. She's been working on that with me for over a year and she just got an award today about on Fair about being like this top seller. I'm so proud of her. So. But it's not an overnight thing and it was a lot like we've worked on this for a long time. So she's still been working for her, her main sales channel was Amazon. So she's still been working on optimizing it, fixing it. Because you two are very similar. You both had sales channels that you don't own that kind of broke for you. They performed really well. You guys were high six figure companies. And then things started to shift and change. So instead of baby out with a bathwater, it's like let's optimize the sales engine that you do have the 90,000 sales and you've been on for a long time and you have the credibility. Let's make that thing work again. And then as you add on the sales channel, it's not going to be a light switch but we get you listed on it. Then your, your job will then be instead of coming up with product idea, your focus starts to go into how do I build this sales channel, how do I make this thing work, what do I have to do, how do I optimize it? You know, and that's gonna be your job to get that machine going. Once you get that machine going, then it's less lift on you. But that beginning part is going to be harder.
- [36:27]
Asla Wade
Okay. Knowing what you know about me and my business, do you recommend Amazon as the next step for me?
- [36:35]
Jacqueline Snyder
I think it makes a lot of sense in the way of. It might be boring for you knowing what I know about you. Because once you get something working, you kind of leave it and you let it optimize and you just keep making more of that and selling it. Okay.
- [36:54]
Asla Wade
Okay.
- [36:57]
Jacqueline Snyder
But do you like money more? So, so it doesn't mean that it has to be everything you do, but if that feels like a lever and I want you to talk to, you're coming. We're going to be masterminding on Thursday like you're coming here. There's some women in the group that are selling really well on there and I think this would be a really good conversation to have with them. But they'll also tell you they have multiple sales channels running and they don't have everything being sold on, on Amazon. So if we can hone in and focus and then we turn on this little money making machine, then it's just you needing to stay focused enough to grow that channel and make that your effort. And then, you know, if it does really well, then great, you can create another listing. But it is, it is more of a lift. So do you want to do that?
- [37:45]
Asla Wade
I guess it kind of depends. So do you recommend just targeting the pets, learning all about pets, researching all the competition with pet frames and then going all in on pets on Amazon or should I try to bring in a couple of my other Etsy bestsellers and research those too?
- [38:03]
Jacqueline Snyder
I feel like that I think start the easiest pathway into me is pets because Amazon is a solution to people. So again your other ones that do really well, like mom, daughter frames, grandma frames, aunt frames, all that, they're just gonna be searched less year round is what I feel. I don't know this from a data perspective, but that's what I feel. So the thing that to me seems more evergreen. So if we think about this as a sales channel or a sales funnel, an evergreen version of that for you, Evergreen means that it can sell all year round and that you just have to fulfill product, make sure the listings are correct. Play with your ads or pay per click ads if you decide to do that, which is usually recommended for Amazon and then you just keep fulfilling. Then if you see that you start to learn it, you might, there might be another idea. Like it might be like not that you want to get into this but like babies first. That can sell all year. Right. And then I have had people, we had someone on the podcast once where he literally created a Mother's Day gift box. Just he knew how to do Amazon. So at Mother's Day he just created this gift box and made $80,000 just on a one product that he had listed that sold at Mother's Day and then wasn't really a product. There is like I love you mom and stuff like that. And so it stayed but that was where he wanted to make the money. So he like got in and kind of got out. It's a different plate than what we teach.
- [39:28]
Asla Wade
Okay, that's awesome.
- [39:30]
Jacqueline Snyder
So if it doesn't resonate with you, if it doesn't feel good in your body, you're not going to stick to it. So if this feels making you feel a little dead inside, then we can also come up with another plan.
- [39:45]
Asla Wade
The thought of like sitting in front of a computer all day and just researching keywords and playing around with that. Yeah, I mean creating is more fun. But again I feel like I'm recreating my business from the ground up. So these are all things I do want to be a part of.
- [40:04]
Jacqueline Snyder
We talked about wholesale.
- [40:05]
Asla Wade
Yes.
- [40:05]
Jacqueline Snyder
And you started thinking about that. So then you've come to Amazon. So when we think about there's in person markets which are a bigger lift of your time, but you're out with people. I know it's not like the biggest money maker, but that's an option. There's wholesale which you made that connection with that woman about getting into her store. And then let's say there's Amazon and obviously there's direct to consumer out of these options because you've kind of got a bunch of ideas going. What would you like to do?
- [40:36]
Asla Wade
To be honest, in person was so fun. Interacting with people was so fun. So I think with it being springtime, like maybe doing a couple more pop ups locally like in the Woodlands area or something might be just neat to connect with some people and get a little more in person feedback and then do do a fall market. I used to do really well at those at the beginning, but I feel like that's something I can just always do so. My goals for this year were three huge goals, which I realize I won't get to all three, but it was get my website, Amazon, and wholesale. And I need to just pick one and really hone in on it so that I don't get distracted by the next shiny object.
- [41:19]
Jacqueline Snyder
Okay. So if you're coaching you, we know each other pretty well. P.S. i cried to my husband this weekend after going to The Garden State 20 Year Reunion Concert that I'm not meant to sit in front of my computer. I was crying. I was like, I don't know where my life has gone. I'm a designer. Why am I building slides? But, like, that's the thing, right? Like, I think so. You said, I don't know that I meant to sit in front of my computer. I'm not meant to sit in front of my computer either. That's not. This business was built with the co founder, and you guys are seeing shifts and changes at the product boss. Because now that I'm at the helm, it's like, what feels good to me and my body. I love being around people, which is why I'm having these events and people come to my house and coaching. And I've built more coaching into my programs. Right? Because I am not meant to not talk to people. I know that other people are like, I talk and then they lay down. Trust me, I'm hosting this event at my house for two days. I could go home and then. And then record like seven podcasts that night because I'll be so jazzed.
- [42:24]
Asla Wade
Wow.
- [42:25]
Jacqueline Snyder
Other people are like, I gotta lay down and nobody talk to me. And I'm like, no, no, I am. My cup is full. So if we're operating against what's normal flow for us and what normally like attracts us, that's when I set the dead inside. It's like, because it doesn't light our life's purpose. Can we just all normalize? Not doing it all. Can we? All right, let's just normalize not doing it all. When you're a creative entrepreneur, it's easy to feel like you need to be on every platform. Am I right? But here's the truth. Success doesn't come from doing more. It comes from doing the right things. We literally just talked about this in my seen and sold bootcamp. We're like, it's not about doing more. It's not about making more. It's about leaning into doing the right things, the ones that align with how you actually want to spend your time. So for Asla Amazon sounded like the next step for her until she realized it didn't light her up. It was real human connection. Being at an event, seeing someone laugh at her frame, talking to a boutique owner, getting feedback in real time. That joy, that energy, it's not just a feeling, it's a direction. So if you're unsure of your next step, start with this question. What if joy was your strategy? Not hustle, not burnout, just joy. What makes you come alive in your business? You, my friend, what makes you come alive in your business? Because joy isn't just nice to have. It's often the clearest signal of where to go next. And yes, yes, Asla has goals for her business, which at times may require the less fun jobs, like sitting down in front of a computer. Okay. Building a spreadsheet. I know a lot of us are like, never. But as her coach, I'm going to help guide her to find solutions that move her towards her goals while keeping the joy in the forefront. All right. Because that's my goal, and I hope that's her goal, too. So let's see how there's going to be times when I can be creative, and there's going to be times that I have to stay focused, put those blinders on, and get the job done. So you love in person, and then where are you at with your website?
- [44:34]
Asla Wade
I'm just getting started. I'm going to transfer some of my Etsy data over to a Shopify store.
- [44:39]
Jacqueline Snyder
Okay. So it's. That's a big lift to build a website. So, yes, we coached on Amazon. You know, the possibility of Amazon to me, if you're willing to invest in someone to do it for you, I'm telling you, it's probably going to be easier because then at least you're like, all right, I'm paying this person to get me listed. You don't have to worry about it. And then they're dealing with the stuff, the grunt work that you don't want to deal with.
- [45:04]
Asla Wade
Okay.
- [45:05]
Jacqueline Snyder
I feel like it's a faster route if you want to sell Amazon. And I would go with pet frames.
- [45:10]
Asla Wade
Okay, perfect. I think that might be a better fit.
- [45:13]
Jacqueline Snyder
Yeah. As we talk through the stuff you want to do. Yeah.
- [45:15]
Asla Wade
Okay.
- [45:17]
Jacqueline Snyder
So then in person, that's fun for you, and that's going to reconnect you with your purpose, with your ideas that you have. You get to, like, you've had a lot of really cool ideas, like the car hugs or the inner child stuff. And. And so if you bring that stuff to Market, you can test it and see what the results are. And that's really like, that's great because some people have in. In person as their main sales engine, but it's also a really fantastic way to test and try products in front of people.
- [45:47]
Asla Wade
You're right. We actually ended up bringing a new product to market that ended up being another good bestseller. And so we're gonna put that up as a listing too. And the car things. Yeah, with their pet photos in them. Oh, they send me a picture of their pet and I create it with their like dog picture in it. They're so cute.
- [46:07]
Jacqueline Snyder
Interesting. So. So pets are winning. And I told you this too. The pet market is bigger than the men's market. People spend money on their pets. And I think even, yeah, there's like the glamorous. You know, like maybe people even in recessions or, or turns that people aren't gonna buy like all the things for their pets, but they're still buying stuff for their pets.
- [46:29]
Asla Wade
Definitely.
- [46:30]
Jacqueline Snyder
And things that make them feel good and pets make people feel good in times that are also feeling tumultuous. So Shopify is also a big lift. If I were to tell you what I think you should do, I think that you should keep leaning into wholesale. Cause that to me is easier. That's relationship building. That's really, really focused. So you create some line sheets, you find the boutiques that match, you pitch them. And in the Product Boss sales accelerator, we've just rebuilt the whole wholesale module. So it's real good. So it'll kind of. It'll support you in that you get access to that. My past students get access to it. And so I think that could be more targeted. And then maybe your goal instead is like, can I get into 10 stores? And for you, like maybe in the month of April, May, maybe by June, the end of June. Let's. I wanna make it lighter on you, like a lighter lift. I don't want you to feel like I have to get into a hundred stores in the next three months. But what if we said 10 stores that you built relationships with, you found the right ones, you sold them some product because they're gonna give you feedback as well.
- [47:35]
Asla Wade
Right? Okay.
- [47:36]
Jacqueline Snyder
I think you're good with the individual connections that's gonna hone you back into what, what your business needs to do. So I think I would say wholesale because you don't have to worry about the marketing. You just need the relationship building and the selling and improving your Etsy and then adding on some in person markets and Make. It's not necessarily going to get you back to your million dollar year this year, but it's going to reconnect you and you have other things going on too. So it's going to reconnect you with what Butterloo is now in 2025.
- [48:07]
Asla Wade
Okay. I love that. When you say wholesale, am I pitching in person? Am I walking into the boutiques and doing it in person?
- [48:16]
Jacqueline Snyder
You can.
- [48:17]
Asla Wade
Okay.
- [48:18]
Jacqueline Snyder
There's three ways you can do it. You can. And I'm teaching this inside the program. So one can be warm calls. And I did this in one of my other episodes. But we'll do a freebie for people who listen to the podcast. So I'll give you guys it's our wholesale scripts. So it's like the first phone call and the first email that if you're going to find the stores, what you say to them just like that initial part of trying to create relationship, you're going to need line sheets. You could have line sheets that are specific to the type of store. So you could have like a pet line sheet. And you could have. Because you have the two stores on. On Etsy. So I'm not saying that the names of the companies have changed, but you could have like the different marketing. So if you're going to a gift store, you might show them, here's our animal, our pet ones, and here's our people ones.
- [49:04]
Asla Wade
Okay.
- [49:04]
Jacqueline Snyder
And like divide them up. Or if you're going straight to a pet place, you just give them the pet ones. Right, Perfect. So you could do calls, you can do dropping in. And I'm also going to have scripts for that. Like if you just walk into a store and how to prep that. If you walk in and you want to pitch them. And then the other way that a lot of people are doing are fair. But the thing with fair is that it's kind of like you're waiting for them to find you. And I don't want you waiting for anyone. If you want to use it to transact, you can. If you get on there and you want to get listed, great. But I would rather you do active outreach to get into retailers right now through wholesale than you spending all your time trying to think again, how do I get a listing optimized on a platform I don't own that's flooded with so many other people anyways.
- [49:50]
Asla Wade
Right. Okay.
- [49:52]
Jacqueline Snyder
I like that plan and you've started it, so follow up. Have you followed up with the lady you met in person?
- [49:56]
Asla Wade
Yes. Yes.
- [49:57]
Jacqueline Snyder
Okay, what's happening with that?
- [49:59]
Asla Wade
We're going to reconnect in the middle of April after the show.
- [50:02]
Jacqueline Snyder
Okay, great. So your other thoughts are, what's your opening order going to be? Like, what's the minimum that she should buy? You're not going to sell one frame per design. You should be selling multiples per design. So it's not like, oh, you could pick five frames. And that's my wholesale order. It's like, you can look into this by seeing like how other frame companies might be selling. You could reach out in the communities. You could say, hey, anyone here is a, like has a retail store. Have you bought frames? How do you buy frames from bigger companies? Do they sell in packs of four? Do they sell in packs of six? And so it'd be like, let's say I bought, I don't know, I'm a dog and my mom loves me. I don't know, I just made that up. But like this one frame that says I'm a dog and my mom loves me and it comes in a white frame with a bow on it. I would have to buy four of those and then I'd have to buy four of another frame. Frame and four of another frame because one doesn't make sense. If they sell it, how do they ever know if it's a best seller?
- [50:57]
Asla Wade
Right. Okay.
- [50:59]
Jacqueline Snyder
And if someone saw it and they come back, so they do want to have multiples of product. And so you're going to want line sheets and you're going to want to know what your minimum opening order is and your minimum amount per SKU to sell. And then that's what I want you to be ready for when you approach her again in April. And another really good thing that you could do is you can create a starter pack. Like basically like, oh, you love the pet frames. This is a great introductory like pack that they buy from you. Maybe it's valid at 300, maybe it's $500. And it's like six of your best selling frames in four of each. Right? So now they're getting 24 pieces in that first order and it equals certain thing. We really just want them to say yes. And they might not even know what's going to sell. But you've got Data. You got 90,000 sales. So you're like, this sells all day, every day. Here you go.
- [51:44]
Asla Wade
Right?
- [51:45]
Jacqueline Snyder
That's what they want you to tell them.
- [51:46]
Asla Wade
Okay. So don't overcomplicate it with like my color choices and the add ons and all that. Just show them the best seller and offer a Few of those, right?
- [51:56]
Jacqueline Snyder
Yeah. The customization part of your brain is going to have to pause because they don't want to have to make extra decisions either. So of course, there could be variations. Like when I sold bathing suits or a T shirt or whatever, some of my product was like, it's available in four colors. Which color do you want? But your stuff? I think to start, like, just take the best version that sells and just have that as the one option for the one print they can't even think through. Okay, well, should it be in pink? Should it be in blue? Like, just make it something that makes sense.
- [52:33]
Asla Wade
Okay, got it.
- [52:35]
Jacqueline Snyder
So in recap, from what I coached you on, from your words, what do you think your plan is?
- [52:41]
Asla Wade
I think my plan is to pursue wholesale and find some more in person events to attend. Just schedule some of those out. You know, I thought I was antisocial, but it turns out I actually really liked being out there with people and interacting with them and I didn't feel like I was tired at the end of the day, but I didn't feel exhausted. So maybe I've changed in the last 10 years, but it was great. So I think definitely wholesale and in person and optimizing what I have on Etsy right now.
- [53:09]
Jacqueline Snyder
Okay, yeah. And keep it simple. You have the group to get feedback from. You got the support of how to build that channel, whether it was Amazon or wholesale. You got that inside of the product boss sales accelerator. So that's the plus, right? Like, you can go tap into the how, the strategy, or the like, how do I get this listed? And then you're gonna work on honing it in and making it simple. And I want you to just ask yourself every time that you're making this decision, how can I make this simpler? How can I simplify this? I told my team that yesterday. I was like, you guys, I overcomplicate everything. If you see me overcomplicating, come to me and say, jaclyn, you need to make this simpler. So the team in your head needs to say, asla, how do I make this simpler? You're overcomplicating. What's the simplest way of doing this? Because the simplicity will sell. They don't need all the variations. And I'm excited to see what you do. And, and we worked through, like, I coached you all on Amazon enough for you to be like, I don't want to do that myself.
- [54:05]
Asla Wade
I know, I'm so sorry.
- [54:07]
Jacqueline Snyder
No, but that was good, right? I was like, I saw your body language. I was Like, I don't know that this is really what you want to do, but at least you know what would go into it so that you could make the decision if it's something you want to do now, or you'll kick the can down the road and you do it. Maybe in the future you have someone else do it for you. You never do it. Like, that's the beautiful thing about how I teach is this. There's so many different ways that you can build your business, and then you pick what works best for you.
- [54:30]
Asla Wade
Yeah, I love that. And just talking through it with you was so helpful because it totally changed my focus. And, you know, talking through the process helped me realize that that probably wouldn't have been the best fit, at least right now. So.
- [54:44]
Jacqueline Snyder
Yeah.
- [54:44]
Asla Wade
Yeah, that was perfect.
- [54:45]
Jacqueline Snyder
Perfect.
- [54:45]
Asla Wade
Thank you.
- [54:46]
Jacqueline Snyder
Okay, so if people want to buy from you and support you, and I think right now it's on Etsy and Instagram. How can they connect with you?
- [54:54]
Asla Wade
That's correct. It's Butterloo. B U T T E r l u Etsy.com is the website. And then on Instagram, I'm BoutiqueButterloo.
- [55:03]
Jacqueline Snyder
Awesome. And we'll link everything in the show notes. Thank you. Thank you. In this episode, Aza came in thinking Amazon might be her next big move. But what she discovered was something even more powerful. Clarity. She realized that success doesn't have to mean doing it all for her. It means getting back in front of her customers, reconnecting with her creative spark, and leaning into what feels joyful, like in person markets, and building relationships through wholesale. So, my friends, if you are in a season of decision making, here is your reminder. You don't have to chase every opportunity. You just need to follow the one that aligns with you, who you are, and how you want to show up. So don't forget to support Azla. Follow her, click the link in the show notes. You can follow her and shop her store. And also, I'm giving away my wholesale freebie scripts. I promise them up front. I'm giving them to you here. Okay? So if you click the link in the show notes, you can grab those wholesale freebie scripts or just DM me the word wholesale on Instagram and I will send you the scripts. All right, my friends, thanks for listening and. And I will catch you in the next episode. And remember, let's bring joy back into business.