The Entrepreneurs Radio Show Episode 109

THE ENTREPRENEUR’S RADIO SHOW

Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business

Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 1 of 16




Episode 109: Sarah Shaw

In this episode, Travis interviews successful business owner and empowered woman, Sarah

Shaw. Sarah started her entrepreneurial career creating fashionable handbags that quickly

gained widespread success. Through her experience of starting her own business and learning

everything through experience, she then created Entreprenette a business that gives valuable

advice to entrepreneurs desiring to grow a profitable business.

Travis and Sarah give the listeners valuable advice on various topics to develop your business

and allow it to reach its true potential. Through Sarah‟s wisdom and experience, she points out

the value of getting a coach or mentor that will help guide you and give you valuable insight on

which path to take for your business. She also stressed out the value of pricing your product

and knowing its value before placing a price to get the most profit for it. The importance of

identifying your target customer and concentrating on that is also the best way to be successful

in your business. These and so much more are what‟s in store in this episode of the

Entrepreneur‟s Radio Show.

Building A Successful Business

TRAVIS: Hey, it's Travis Lane Jenkins welcome to episode number 109 of the Entrepreneur's

Radio Show, a production of rockstarentrepreneurnetwork.com, where each and every week I

connect you with rock star entrepreneurs so that you can see that successful business owners

are really just everyday people that stayed committed to taking constant focused action. Now

today I'm going to introduce you to Sarah Shaw. Although before we get started, I want to say

thank you to Jessie Leahy from United States for the 5-star rating and review in iTunes. Jessie

wrote no hype as the headline, just helpful, useful information. Jessie went on to write a very

detailed review. Jessie I really appreciate the rating, the review, and your feedback really, really

means a lot to me. Just in case you don't know, writing a review does help us reach more

entrepreneurs just like yourself. The reason for that is iTunes and Stitcher believe that if you're

leaving a comment on the show that it must be valuable, and therefore they'll serve it to a larger

number of their audience. So if you have time and you do find value in the show I'd really

appreciate it if you'd go in and leave us a review, and just tell me how we're doing. Be honest,

be candid. And if you think we're doing great then give us a great review. And of course, I'll

recognize you on air and say thank you.

Now, one of the things that I want to point out before we get started is the wide range of people

that I've been bringing to you from all different types of industries. The reason why I'm doing this

is because the status quo is not working for 90 plus percent of the businesses. So I want to

challenge you to think outside the box and get a perspective from a large variety of successful

people in different industries. You'll start to see that there's common denominators across all of

those industries. Doing this also will help supercharge your business acumen because you

http://www.rockstarentrepreneurnetwork.com/




understand things on a much deeper level from a multiple of angles. One last thing, before we

get started I want to remind you that there's 3 ways you can take these interviews with you on

the go, through iTunes, Android, or Stitcher. Just go to rockstarentrepreneurnetwork.com, click

on the iTunes, Android, or Stitcher button right there on the menu bar and it will take you directly

to the podcast so that you don't have to hassle with trying to search it on each of those

platforms. So, without further ado let's get down to business, what do you say? Welcome to the

show Sarah.

SARAH: Thanks Travis, I'm really excited to be here with you.

TRAVIS: I'm excited to hang out with you. So I have a quick question, okay?

SARAH: Yeah.

TRAVIS: Can you give me the back-story of what brought you to the success that you're having

today?

SARAH: A quick sec.

TRAVIS: Take as much time as you--

SARAH: I'll give you the short story because it can be long and funny. So, I come from a long

line of entrepreneurs. All we know of is 4 generations, I'm 4th generation. All my siblings are

entrepreneurs, my parents were, my grandparents, and my great grandparents but I don't know

beyond the great grandparents. But the funny part is I had no interest in being an entrepreneur.

I was like that is for the birds. I want my paycheck, my pension, my insurance. I just want to

know that I'm stable.

TRAVIS: Right.

SARAH: After I worked in the movie business for about 12 years doing costumes I got bit by the

entrepreneur bug, and I had this idea for this handbag. And this was little kind of shopping tote

and it was cut with pinking shears, which are those zigzag scissors. And I created this little bag,

and I'm really not a seamstress, I don't draw, I don't really know how to do any of that kind of

stuff. Even though I was a costume design major in college, I kind of just bumbled my way

through the selling part. And just like both my grandmas were fashion designers and neither one

of them knew how to draw, or sew, or anything either. So, I was like, "If they did it, I can do it."

TRAVIS: Right.





SARAH: And so, I started this handbag line, and it was sort of on the side, and I worked in at

night until midnight, and then early in the morning before I went to work because I still had my

job and I had a mortgage to pay. So, over the next 5 years I developed this company into a

million dollar brand and was sold all over the country and the world in department stores and

1,200 boutiques across the country. And I was in all the magazines, and got my products into

movies like Legally Blonde, and I made bags for Julia Roberts for Ocean's Eleven and

America's Sweethearts. And it was on Friends, and Will and Grace. And all those things were

really popular back then. This was in the late 90's, early 2000.

TRAVIS: Okay.

SARAH: And I made every mistake under the sun because I had no mentors, I had no one to

ask, I kind of bumbled along, I had no business degree. I totally got my street MBA the hard

way. And so, I ended up closing up my company in 2002 because I lost all my financing after

9/11, my investors pulled out. And I just couldn't recover, it was just too bad. And so, I patented

a product, a closet organizer for handbags a couple of years later. And when I launched that

business in 2006 fully by myself. I was like, "I'm going to do this on my own, no investors. I know

what I'm doing now." And I did. I had one product, I sold it 12 colors, and in the first 2 years, I

did half a million in sales. And it was mostly online and like 400 stores. So, it was selling like

hotcakes and I was in lots of magazines, and got it to Jennifer Aniston, and sold it in People

magazine. And it was really fun. And then somebody said to me, "Hey, coaching is really taking

off now." And I was like, "That is the dumbest thing I've ever heard. Who would ever hire

someone to teach them how to do something?" And they looked at me like I was a total idiot.

And it's sort of how all my businesses have started. I've had many companies over the last 20

years and they've all been someone going, "Hey, that would be a really good business idea"

and me going, "Really?" scratching my head.

TRAVIS: Right.

SARAH: And then I would turn it into a business and it would be really fun and successful. And

so again, here I'm looking at my friend, I'm like "A coach? God, people are going to pay me for

information? Can't they just look it up on the internet or something?" And she was like,

"Remember how when you first started out, you didn't have anyone to talk to and felt like you

could've been a $10 million company if you'd had a coach?" And I was like, "Yeah." She goes,

"Well, here's your chance." And so, in 2009 I created my company, which I have now which is

Entreprenette and actually trademarked the name in 2008 when I was pregnant with twins at

like 3 o'clock in the morning. I was pacing around and I couldn't sleep and I was like,

"Entreprenette, that is an awesome name." And I was literally on the computer at 3 o'clock in the

morning like looking up on Go Daddy, looking up the domains and it was available, and I was on

the USPTO looking up the trademark. And I was like "How is this possible that this word has not

been taken already?" And so, I'd literally sat there, filed all the trademark papers and did




everything at 3 o'clock in the morning and not really knowing what I was going to do with this

business. I thought I'd just write a book and that would be my coaching.

TRAVIS: Right.

SARAH: Anyway, I hired a business coach because I didn't know how to start a service-based

business I just been doing products my whole life. And I launched my company in 2009. I've

been doing this since then and I worked with hundreds of women and a couple of men. But got

to be really secure to work with some of these companies named Entreprenette I guess. And I

worked mostly with women who have female consumer-driven products. So that's sort of why I

think a lot of men haven't come to me with their products. But I've had some men pass through

some of my online classes and who have clothing lines and things like that. And it's been super

fun and I've met so many amazing people and watching my clients get their products into stores

of their dreams and into celebrity hands, and get press for themselves. It's been really cool.

TRAVIS: Cool. I went through a similar arc doing different things. And so, I have my own beliefs

for this question, although I want to hear what yours are. After going through this journey

yourself, and you already said that you felt like you could have built a $10 million business if you

would've had a mentor instead of a couple of million-dollar business. What do you feel like most

business owners are missing that they get when they do have a coach?

SARAH: Great question. Okay, especially because I know mostly about the product world so I

feel like what people miss the most is their margins. They don't know how to price their products

and that was my biggest downfall what I started my handbag company is not knowing how to

price your products and how to take into account all of the things that need to go into building

those margins so that they're healthy and your company can grow and thrive. Because if you

don't have the right margins then you don't end up with the right amount of money in the bank in

order to produce your next line, or go to a tradeshow, or pay a sales wrap, or all the different

things that go into that particular type of business. And then also I think a lot of people get stuck

in-- don't kill me for saying this. A lot of people get stuck at building a business wanting to have

a business plan so that they feel-- I think a lot of times it makes them feel like they're going to

feel more organized and that they're going to know like the business plan is somehow going to

magically tell them what to do. And I'll follow my business plan and then I'll be successful. I've

honestly never known anyone who's ever done that. And I personally have tons of friends that

are entrepreneurs making millions and millions of dollars, or make monthly revenues of 60,000

for doing nothing really. Just money that comes to them. And some of them are like, "Yeah well,

I started out with this business plan and after 3 months I threw it in the river because I realized

that it's just a bunch of numbers on a piece of paper." And for what I find with people is that

when they have these business plans is then they feel like they failed when they don't succeed

or do the milestones that are in the business plan. And that then gives them all kinds of negative

connotations towards the business and they get depressed, and I can't do this, and it just slows




the whole process down. And so those are the two things I think that if you have some strategic

planning and someone who can actually help you look at the big picture and see what some of

your short-term goals are. That if you could take them in little bite-sized pieces and keep moving

along that that gives you this positive flow that is more encouraging than I think a bigger-- trying

to bite off more than you can chew. And trying to look at like a 5-year or 10-year plan, which I

think many people do with their businesses. And they forget about the day-to-day.

TRAVIS: Yeah. So I agree with you. The business plan-- and I filled that one years ago, back

when they were just selling boxed-typed software at Conns, or the computer outlet stores

maybe in say the late 90's. And you basically download the business plan and you answer all

the questions. And I agree with you. Now the problem with that is that's a bunch of questions,

and data points, and things. I think a business needs to have a strategy.

SARAH: Sure, I agree.

TRAVIS: I think that strategy needs to be a living organism almost. It grows, it evolves, it

changes just like you. The person you were 10 years ago is very different from the person that

you are today, right?

SARAH: Exactly.

TRAVIS: And even your goals and what matters to you on some levels change. And so a

business has to evolve. I also have found that eliminates-- there's so many dead end roads that

as an entrepreneur you can drive 10 miles down the road to find that it's a dead end road,

whereas when you have a mentor they can say, "Don't even turn down that road."

SARAH: Exactly.

TRAVIS: And I think that's the fast forward benefit of having a mentor is both you and I went

through the learning process in a trial and error way. And a lot of it's due to era that we grew up

in. A lot of these things weren't available. Do you agree with that?

SARAH: They were not available; the internet wasn't as prolific as it is now. And also I think

more people-- I think in the late 90's entrepreneurialism was really starting to take a hold of the

American culture in a much bigger way. And that people were guarding their secrets, no one

wanted to share. That was my experience at least. I would meet other handbag designers and

I'd be like, "Oh, would you mind sharing your factory with me? I'm growing and I can't keep

using this little factory I'm using, or these old ladies sewing at home, or whatever it was." "No, I

can't. Because if you get bigger than I am then they're going to sell all your stuff and they won't

sell mine." And they couldn't see that whole, "Let's grow together and make totally different style

bags. We're not competitors" and all that kind of stuff. But for anything that I was trying to reach




out to people about at the time, I literally hit closed door after closed door. And I think now with

the way the internet is, information is pretty easily available. And that also, I find other people.

Like even clients when I do different group coaching programs, all these women are just, hey,

I'm going to give you this resource, let me share that with you. Let's trade store lists. I'll give you

my PR list if you give me yours. And they see it more as helping each other grow instead of the

door closing every time you meet somebody new. And I find that fascinating.

TRAVIS: Right. I completely agree with you. Now let's go deeper on the first thing you talked

about. I coached quite a few people and find the same thing that you're talking about is they

don't understand margins. Most business owners don't know the difference between a margin or

cost plus and doing the math on that. And you really don't even need to be a mathematician to

figure it out. But they also don't know how to separate their cost of goods sold versus their

overhead, and other things. And so they're just not looking at things right. Go deeper on that.

What do you normally coach people through and how do you do that?

SARAH: Well so in the product world there are so many little things that go into creating a

finished item. So let's just take a handbag for example. Maybe you'll get your leather from Italy

and you order it and it has to get shipped to America, or wherever you manufacture. And a lot of

people just go, "Oh, my leather's $8 square foot." And then they just don't take into

consideration the freight. Or they order things in New York and they manufacture in California.

And it cost money to get it from New York to California. And so there's a lot of little things that I

think a lot of designers and people who are in manufacturing forget to add in to their cost of

goods sold. So even just how you get the raw materials to you. So I created some charts and

different methods for people to account for all of those different things. Listing out all of the

different products that they use and all the different raw materials to actually make whatever

they're making. Plus all the freight charges and all of these things that go into actually-- It's hard

sometimes for people to envision the actual finished product if they've never seen their product

finished. They don't think about the packaging, or the labeling, or hang tags, or all the different

things. If it's clothing it needs a hanger and a plastic bag, whatever your philosophy of your

business is. Maybe you don't use plastic bags. But however you keep it clean. And all of the

different things that go into making it perfect. To get it to a store or to sell it online and get it to

the end-user. So I really stress to people that they have to sit down and dissect each piece.

Because a lot of people come to me and they already have a finished product but they've just

got them sitting in their garage and they don't really know how to sell it. And so they're like,

"Help me, my husband's going to divorce me if I can't sell all these things. Or he's going to throw

them in the trash. But they often don't know about all the pieces that have gone into or they

don't remember all the pieces that they bought to put these products together and they're sort of

guesstimating. And I think that that's where people end up losing a lot of money because even

10% loss can make a huge difference in your net profit at the end of the year if you're

underselling your product by 10%.




TRAVIS: Yeah, definitely. I completely agree with you. I'm sorry I stepped on you, go ahead.

SARAH: No, that's okay. So usually when I start working with people that is actually one of the

very first things I do is look at their costing and the process that they use to do that. And I'm

usually I'm like, "Hey, do you have a costing sheet, or do you scribble it on a piece of paper, or

how do you keep track of all that?" "Oh, I just remember it?" I'm like really? Well I have a really

good memory and I can't always remember exactly how much yardage I use on this particular

part of something. Especially with jewelry or things that have all these tiny little component. 14

of this bead, and 17 of that, and things that were cast in silver, or gold, or plated. And there's so

many different processes that can go into building products. I don't care if it's an airplane or an

earring. They all have their pieces that go into it and end up having a finished price. And so, for

me it's not necessarily the linchpin of your business but it's definitely one of them. And making

sure that you are profitable, because if you're not profitable you can't be successful.

TRAVIS: Right. So, I'm making lots of notes while we're going here. And so, what I really love

about this conversation is I focus on the opposite side. Rather than products I'm kind of more in

the service industry. And so I love hearing how you do that. And so, one of the things that you're

not mentioning, and I know you dive into-- And a lot of people don't pay attention to it shrinkage,

what it takes to make all of that stuff. Not only the ingredients that are on that handbag, but how

much did you waste to get it there.

SARAH: Exactly.

TRAVIS: And all of those other components. And so, one of the things that we do is I learned to

create a par. And I teach people to create a par for whatever their doing. And the par takes

everything into consideration. We calculate everything to get an absolute minimum number for

that certain service, as an example. And we'll take it in a unit. And then what we'll do is we'll put

margin on it and then no one can sell below par. Does that make sense?

SARAH: Right.

TRAVIS: And so, because a lot of businesses are, if they had that par in place, and this is kind

of adding on what you're saying. If they had that par in place they're selling a lot of things below

par that's costing them in cash flow and costing them in profitability. Most people don't realize

that you could actually start selling a widget, or whatever you're selling. You could sell a

thousand of those and go bankrupt.

SARAH: Totally.

TRAVIS: Right? You could have the best day ever in your entire life. You were dreaming of

selling a thousand of these in a month, you wake up tomorrow and good news, your account




says you just sold a thousand of them yesterday. And because you don't have your pricing right,

your cash flow's going to go out to produce all of that and you're going to go bankrupt in the

process of trying to produce these things. And that's what you and I are kind of pointing at. And

now the thing that frustrates me about this is these little metrics that we're talking about, nobody

is talking about.

SARAH: Uhm hmm

TRAVIS: I'm wondering why nobody is talking about some of these key things. I get that they're

not the most, latest social media whatever; it's not new and sparkly.

SARAH: They're not the hippest thing.

TRAVIS: Right. It's not new, and sparkly, and interesting, and fun. But these core metrics that

me and you are talking about. And these and several others will dictate whether you're able to

generate any profits and whether you're able to build any wealth. Why do you thing that's

happening? Why do you think it's a topic that nobody talks about?

SARAH: I think most people are scared to talk about money.

TRAVIS: Yeah?

SARAH: I mean, bottom-line. I don't really know anyone who really likes to talk about money in

their own life. I feel lucky. I grew up in a house where my dad was always talking to us about

money. And my parents grew up in the depression. And so, money was a big topic when they

were kids. My dad was born in 1927 so he wasn't really aware of the actual depression but as

he was growing up, 7-12 they were still reeling from it and it was a big topic of conversations. So

money was never something in his family that was taboo. But most of the people I know in

general they don't want to talk to you about money, or even if you just want to talk about like

general. Hey, got any good stock tips for me, or what are you investing in these days? Or how

do you save your money, or can you give me any pointers, or even just casual conversation.

And I think that when it comes to business that people really button up even more because

then you'll actually know the truth about what's going on with their business. And that they might

be look down upon or something if they're not doing it right, or that they have to actually even

admit that things weren't going so well and that that might make you think that they're failing at

their business.

TRAVIS: Right.




SARAH: So it seems to me that a lot of its wrapped up in shame for whatever reasons, or just

that they don't think it's polite to talk about it or they don't want you to really know how badly

they're messing things up in their business.

TRAVIS: So you're alluding to something that you and I both know. Since we both talk to a lot of

business people. A lot of businesses are struggling more than most people realize. They're

struggling to make payroll, they're struggling to pay themselves an adequate amount, there's a

whole lot of things. So I completely agree with you on why the general masses of business

owners are not talking about it. But why do you think it's absent in this sphere of experts, of

gurus. I don't hear any experts talking about the most key elements of growing the business. Do

you have any opinions on that?

SARAH: Gosh, I talk about it all the time.

TRAVIS: You do?

SARAH: Yeah. I have tons of blog posts about it. I talk about it, I probably to my detriment at

times, or people who listen to me talking on my live calls that I do, and things like that. I'm

constantly talking about margins, and the money, and knowing your target market so that the

right people are buying. All of the things that kind of go into that. And I know a few guru-type

people who do talk about that but I don't know why the other ones don't. I think a lot of them are

really concentrating on sales right now, and that's the thing that I notice the most with the few

people that I follow. I kind of can't take a lot of people so I'm very particular about who I follow

and whose advise I listen to. Just a lot of the techniques out there are just not my cup of tea,

and I just don't think my target market would respond to it so I tend to tune them out. But I do

notice that most of the emails that I get these days from other experts, and coaches, and people

like that are more about sales. I don't know, maybe because they're mostly serving service-

based providers that they don't necessarily feel like they have a lot of overhead to be concerned

about. Or maybe they just think that they're smart enough to figure it out on their own. I don't

know. Because I know for me, I sort of toe the line between the product world and the service

world. I have a service business now but my brain is much more tailored, I guess in the sense,

or used to the product world because that's where I've been for so many years. And even up

until a few years ago I was selling my own products. And so, when I look at my own service-

based business now I don't think of the margins in the same way because my overhead is so

much smaller. It's not costing $50,000 to build a product that comes out of my head because I'm

the one writing it. And so it's not like I'm inventorying all the stuff and I need a warehouse or

anything like that. I have a phone and a laptop, and I can work from anywhere in the world

anytime. So maybe there's sort of a false sense of security like that with people.

TRAVIS: Well, in your service business you're focusing on B-to-B people that sell B-to-C, right?

So you're helping business-to-business, your business to their business, and you're helping




them sell their business services or their product to consumer. And so, that's a niche in itself,

which not a whole lot of people are filling currently, especially when you cut that niche into

women. I know that you don't exclude men but women are your main focus. Before we move on

to the next segment, beyond the 2 things that you mentioned, is there anything else that comes

to mind immediately that you feel like are critical to people making changes in their business to

fast-forward this success to the next level or next several levels?

SARAH: Well, I think one of the things is always making sure that you've got something new

coming out. I think what can stall companies is either fear of moving forward and taking the next

step. I think some people fall into the trap of "Hey, I'm going to be my own boss. I'm going to

have some lunch out with friends and it's going to be such a sexy life" and all this stuff. And I

don't think people realize is that when you work for yourself you work twice as hard as you do

when you work for someone else. If you want to be successful you kind of need to. And there's

nobody else holding up the other end for you. Like if you don't go to work that day and you're

not developing something new. Or if you're a designer, unless you've hired out designers, but

most people until they're making billions don't hire out other designers to do it for them. So if

you're not on the ball with it all it just falls apart. And there's so many aspects to keeping your

business going. It's not just creating product and hoping that it sells. It's the PR and the online

marketing, now that these days its social media, and blogging, and all the different levels that

you need to stay on top of. And if you don't know how to do those things it can actually be

detrimental to the success of your business, because people are looking at your Alexa rating. If

yours is like 13 million or something they're like, wow, either they just started their business or

nobody ever comes to their website. So it must not be a very hit product, or service, or whatever

you're selling. And so I think that having that outward appearance to the general public when

people want to see what you're about. And all of those external things that reflect on the

popularity of your business are not tended to that, that can also impede your success as much

as slacking off on sales and not having proper margins. But I think a lot of people these days

sort of weigh the outward view and what your popularity is, and take a look at that quickly. It's

like when bloggers write to me and want to review my product, the first thing I do is look at their

Alexa rating because I can tell instantly from that approximately how many visitors they get each

month. And they're like, "Yeah, we get 20,000 page views a month." And I'm like, "With a 1.7

million Alexa rating I doubt it." And you can give me a screenshot and prove it to me then I'll be

wrong, but I've never seen that before. And I don't blame those people for trying and wanting to

improve their business and it's good to ask. And I think that having people that you can talk to,

whether it's a mentor you pay or a friend who's a marketing whiz, there's lots of young kids out

there that really can do amazing things with social media because they have trained themselves

and they've grown up with it essentially. They were 12 or 14 when Facebook came out, we're

enamored with it and really learned how to work the system. So I'm not saying it has to be

somebody you're paying tons of money to, who can the person who gives you the bit of advice

that turns things around for you. I think that the more you talk about your business with people

and the more willing you are to listen to any advice that people have-- I'm not saying you have

to take it. But hearing what people have to say and being open to entertaining the idea that they




share with you, it's something that I think can be a key that can lead you to the success that you

want. I've been given tons of horrible advice in my life, unfortunately some of which I took

because I didn't know better and I'm sure lots of people have to, or hope I'm not the only one.

TRAVIS: No, you're not.

SARAH: And then there's people who literally say one thing to you and you're like, "Oh my god,

that's like the golden key to my treasure chest. I just never thought of it that way." Or they give

you a sentence that's like, "That's my tag line, wow." Or something that really endears them to

their business in even a bigger way, and makes them feel like a superstar.

TRAVIS: Right.

SARAH: Because that feeling that you get when something just feels right to you I think really

can empower you to move in the right direction.

TRAVIS: Right. A quick question, do you use paid media to drive your business, or is it all

organic stuff?

SARAH: All organic.

TRAVIS: Nice. Okay. Now I sent you 3 questions over and the first question-- of course, for

those of you that just started listening to the show I really don't like to script anything in the

show. I like to just have a natural, organic conversation. Although I do send 3 questions over to

each and every guest. And so, that first question that I have for you Sarah is which book or

program made an impact on you related to business that you'd recommend and why?

SARAH: Well, I've just started working with Frank Kern, and I've been following, and reading,

and studying all of his free videos and all that kind of stuff. And I just think he is, for me, the

smartest marketing person out there. And finally, just invested in one of his programs that's

starting shortly. And anyone who's looking for really amazing marketing tools, that is my „go to‟

right now.

TRAVIS: He has a book out, what's the name of that book?

SARAH: He does?

TRAVIS: Yeah, he recently put out a book. Are you talking about his book or his program?

SARAH: Oh, well see I'm so out of it. No, his programs.

http://theentrepreneursradioshow.com/109-sarah-shaw-building-successful-business/www.amazon.com/s?ie=UTF8&page=1&rh=n%3A283155%2Cp_27%3AFrank%20D.%20Kern&tag=travisandsand-20




TRAVIS: Oh okay, sorry about that. He created a book recently and it's tied in with his program.

So I'm sure you're going to get it whenever you're going to get into his program. Frank is the

character and he is brilliant also. So very cool, thanks for that. What's one of your favorite tools

or pieces of technology that you've recently discovered, if any, that you would recommend to

other business owners and why?

SARAH: Okay. Well, I just told you all of my stuff has been organic, it has. But I'm just starting

to investigate and learn about Facebook Ads because I feel like that for me is going to be one of

my next marketing forays that I'm going to get into. And I'm learning a lot about Facebook ads

right now and I think that technically it's not too challenging for me, which is really good.

Because I'm a big believer in learn how to do something well and how it works even if you're

going to end up jobbing it out. Because years and years ago I hired people to do Google ads for

me and things like that. And I knew nothing about it so I actually couldn't even have an

intelligent conversation with the person I hired. They'd asked me things. I'm like, "I don't know I

hired you. I hired you to do a good job, just do it?" And I totally went against my own grain on

that one because with my clients I'm like I don't care if you don't want to do your own PR, you

need to learn how to do it, and what the techniques are and what people are going to be talking

about before you can hire a publicist. Because otherwise they're going to talk to you and you're

not going to know what the heck they are talking to you about. And so, I'm learning about

Facebook ads right now and I'm really fascinated with it. And the way the whole things works,

I'm just enamored with it actually.

TRAVIS: Yeah, I use it quite a bit so I second that. And I'll confirm that you're on the right path

with that.

SARAH: Yeah, thanks.

TRAVIS: What famous quote would best summarize your belief or attitude in business?

SARAH: Okay, I have two really short ones.

TRAVIS: Okay.

SARAH: So, this is one I've had over my desk for about 15 years and it's a Chinese proverb

actually, and it says, "Be not afraid of going slowly, be afraid only of standing still." So that's the

linchpin of business to me. That it's slow and steady is sometimes better than fast and furious,

but if you never take the first step you never get anywhere.

TRAVIS: Right.

http://theentrepreneursradioshow.com/109-sarah-shaw-building-successful-business/www.amazon.com/s?ie=UTF8&page=1&rh=n%3A283155%2Cp_27%3AFrank%20D.%20Kern&tag=travisandsand-20




SARAH: And the other one is a Donald Trump quote, but actually it's funny because I

interviewed Daymond John a couple of years ago from Shark Tank and he told me his mom told

him the same thing. And I was like, "Oh, I love this quote too" which is "As long as you're going

to be thinking anyway, think big."

TRAVIS: Right.

SARAH: Those are two quotes that I had over my desk for many years.

TRAVIS: I like them both. I wonder, do you have any special super powers that you can share

with us?

SARAH: Any super powers? Okay, well here's one. I don't think anyone can ever be successful

until they really know who they're selling to. So who their target market is or avatar, or whatever

you want to call it. And I don't care what you're selling to them, but if you don't know everything

about that person, like they're your best friends, your BFF to the nines. Because if you don't

know where they live or what their income levels are, what their capable of, the kinds of things

that they like in the world. And whether they have kids or don't have kids, if that relates to what

you're selling them. But everything about them, like down to the car they drive and the clothing

they buy, and whether they'd go PTA meetings, or just spend their whole life in yoga class, or

whatever the deal is, you need to know who they are because you can and can't sell the wrong

thing to the right person. And once you know who they are it really helps you with all your

blogging, with your social media, with any advertising you might be doing, helps you pick out the

magazines that you'd want to get some press in, or newspapers. Anywhere you're looking for

some free PR or editorial placements, all the languaging that you use to sell whatever you're

selling to this person. And that all of those things together make you into sort of kind of like

celebrity authority person that they look up to in the sense of they like you so they want to buy

your product. It brings you sort of into that know, like, and trust series. But also that you really

understand who they are, so the marketing to them is so much easier and it's not as big of a

struggle.

TRAVIS: So your super power is an understanding of who your client or prospect is?

SARAH: And teaching my clients how to figure that out.

TRAVIS: Okay, cool.

SARAH: So after the profit margins with my clients, if they have products already we

immediately go on to honing in on their target market. And by figuring all of that out it really

helps to change how you look at your clients and makes the whole sales process much easier.




TRAVIS: I completely agree with you. How do people connect with you?

SARAH: Gosh, they can connect with me on my website, at entreprenette.com. You can email

me at [email protected]. You can find me on Facebook at Entreprenette, on Twitter

@entreprenette, at Pinterest at entreprenette. I'm pretty easy to find.

End of Interview

TRAVIS: Wonderful. Thank you so much for that. Remember that you can find all the links to

the books and the resources mentioned in the show notes. Just go to

rockstarentrepreneurnetwork.com, it's a relatively new site that we've been building out that's

just focused on giving you resources to grow your business. You'll find that there's

recommendations and there's even some things that we offer as services. Now my quote for

today comes from Jimmy Johnson, and the quote reads, "The difference between ordinary and

extraordinary is that little extra." This is Travis Lane Jenkins signing off for now, to your

incredible success my friend, take care.

http://entreprenette.com/





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Travis Lane Jenkins

Business Mentor-Turn Around Specialist

Radio Host of The Entrepreneurs Radio Show

“Conversations with Self-made Millionaires and High-level Entrepreneurs That Grow Your

Business"

The Entrepreneurs Radio Show Episode 109

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