Podcast Summary: The Product Boss Podcast - Episode 689
Title: “I Launched My Product… So Why Aren’t Sales Coming In?” | Coaching Session with Ashley of Saints & Ivy
Host: Jacqueline Snyder
Release Date: May 8, 2025
Introduction
In Episode 689 of The Product Boss Podcast, host Jacqueline Snyder conducts a transformative coaching session with Ashley Terrell, the founder of Saints & Ivy, a newly launched children's pajama company. Despite Ashley's enthusiasm and unique product offerings, she struggles with generating sales and building a substantial online presence. This episode delves deep into identifying the core issues hindering her business growth and provides actionable strategies to elevate her brand's visibility and sales.
Identifying the Problem
Ashley’s Challenges:
- Low Sales: Despite launching her pajama line, Ashley isn't witnessing the expected sales traction.
- Limited Social Media Following: Her Instagram account has only 92 followers, and initial efforts like giveaways haven’t yielded significant growth.
- Content Struggles: Ashley feels uncertain about the type of content to post that resonates with parents and fears her posts are repetitive.
- Competition Pressure: Observing competitors who release new designs weekly has made her concerned about pacing and product variety.
Key Quotes:
- [05:01] Ashley Terrell: “I thought that I would be able to build a good amount of followers by doing a giveaway when I first launched, but I didn't see too much success with it.”
- [06:00] Ashley Terrell: “I felt like I was posting the same thing and it just kind of got to a point like I shouldn't keep posting the same onesies, same designs over and over.”
Analyzing Current Efforts
Jacqueline’s Observations:
- Awareness vs. Product Issues: The core issue isn't the product quality, pricing, or website aesthetics. Instead, it's about brand awareness—not enough of the right audience knows about Saints & Ivy.
- Customer Connection: Emphasizes the importance of connecting with the ideal customer rather than trying to appeal to everyone.
Key Quotes:
- [09:00] Jacqueline Snyder: “What Ashley's facing right now is not a product problem. It's an awareness problem. Not enough of the right people know she exists.”
Strategic Solutions
1. The ABCs of Content: Attract, Bond, Convert
Jacqueline introduces Ashley to the ABCs of Content framework designed to systematically grow her audience and convert followers into customers.
- Attract Content: Content that captures attention and draws in potential customers.
- Bond Content: Builds trust and a relationship with the audience.
- Convert Content: Encourages the audience to make a purchase or take desired action.
Key Quotes:
- [21:04] Jacqueline Snyder: “It's the ABCs of content. Attract content, bond content, and convert content.”
2. Content Strategy Recommendations
- Virality and Relevance: Utilize trending content and adapt it to resonate with her target audience—moms. For example, if a video about the struggles of bath time goes viral, remix it to reflect the experiences of moms using Saints & Ivy pajamas.
- Content Rhythm: Establish a consistent posting schedule, such as posting five times a week with a mix of attract, bond, and convert content.
Key Quotes:
- [20:09] Jacqueline Snyder: “If we're going to do that, I want you to do to attract two bond and one convert a week.”
3. Branding and Customer Connection
- Define the Ideal Customer: Focus on a specific demographic—busy moms seeking quality, inclusive, and culturally representative pajamas for their children.
- Brand Voice: Develop a unique brand voice that balances being both strict and humorous, reflecting Ashley’s personality and resonating with her audience.
Key Quotes:
- [35:11] Jacqueline Snyder: “It's about getting that clear connection between the brand and the customer.”
4. Representation and Inclusivity
- Cultural Representation: Ashley aims to incorporate diverse cultural elements into her designs, such as brown-skinned ballerinas, to ensure children see themselves reflected in her products.
- Visual Identity: Enhance the visual representation on her website and social media to clearly depict diverse families and children, reinforcing the brand’s mission.
Key Quotes:
- [35:37] Ashley Terrell: “I want to bring more of my culture, things that are relatable to my children into fabrics and clothes that they get to wear.”
- [38:10] Ashley Terrell: “Share stuff that you feel like you're being seen and your family is like. You see the representation that you're looking for.”
5. Advertising and Budgeting
- Paid Ads Consideration: Jacqueline discusses the potential of using paid advertising to accelerate growth, emphasizing the importance of ensuring the product's price point justifies the cost of customer acquisition.
- Budget Allocation: Evaluate whether allocating funds toward ads ($2,000/month suggested) aligns with Ashley’s financial capacity and business goals.
Key Quotes:
- [30:19] Ashley Terrell: “Some have said you need to build your organic audience first in order for it to even be effective. So just kind of curious, is it worth it?”
- [31:07] Jacqueline Snyder: “It depends if you have a budget. So, like, if I were to say it could cost you $2,000 a month to pay for the ads team and then they would want $2000 ish dollars a month to start like to run ads. Would that be within your budget?”
Implementation and Next Steps
Content Creation:
- Save and Remix Trending Content: Ashley is encouraged to save relevant content from her feed and adapt trending themes to fit her brand’s voice and audience.
- Content Types: Incorporate a mix of informative posts (e.g., parenting tips), relatable humor, and behind-the-scenes glimpses into the brand.
Branding Enhancements:
- Visual Representation: Modify social media photos to more distinctly represent the diverse customer base Saints & Ivy aims to serve.
- Storytelling: Share the personal story behind the brand to deepen the emotional connection with the audience.
Advertising Strategy:
- Evaluate Ad Investment: Assess the feasibility of investing in paid ads to boost visibility, ensuring it aligns with the product’s pricing and potential return on investment.
Consistency and Patience:
- Regular Posting: Maintain a consistent posting schedule to build momentum and gradually increase brand awareness.
- Long-Term Commitment: Understand that building a successful brand takes time and perseverance, encouraging Ashley to stay motivated despite initial challenges.
Key Quotes:
- [40:23] Jacqueline Snyder: “Don’t give up. Keep showing up. Stay consistent, because your audience will grow, your ideal customer, and customers are out there, and what you're doing matters.”
Conclusion
In this insightful episode, Jacqueline Snyder effectively diagnoses the root cause of Ashley Terrell’s sales challenges—not with the product itself, but with brand visibility and customer connection. By implementing the ABCs of Content strategy, focusing on cultural representation, and considering strategic advertising, Ashley is poised to enhance her brand’s presence and drive sales. The episode serves as a valuable guide for product entrepreneurs facing similar hurdles, emphasizing the importance of targeted marketing, consistent content creation, and authentic brand storytelling.
Additional Resources Mentioned:
- Multi-Stream Machine: www.multistreammachine.com
- Saints & Ivy Social Media:
- Instagram: @saintsivy
- TikTok: @saintsivy
- Website: saintsandivy.com
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