Latest / The SmallBizChat with Melinda Emerson / Bringing Joy Into Your Marketing with M. Shannon Hernandez

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Bringing Joy Into Your Marketing with M. Shannon Hernandez · The SmallBizChat with Melinda Emerson

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  Was really one of the first people, I think, teaching this power of story marketing and how
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  to build that emotional connection and nurture your customer throughout the entire journey.
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  From when they first interact with you to when they buy from you to what happens after they
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  buy from you.
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  And that nurturing process is so important in the marketing and storytelling marketing is,
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  like, totally the jam.
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  Like, I love talking about story marketing.
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  10, 1, 0, ignition, left off.
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  Ending small business failure.
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  Welcome to the small biz chat podcast with the number one small business spurt, Melinda
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  Emerson.
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  Melinda's goal is to end small business failure, and she'll give you the information
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  you need to succeed and live the life you dream of.
• 0:52
  Now here's your host, the small Biz chat lady herself, Melinda Emerson.
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  Alright.
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  Now y'all summer school is in.
• 1:07
  Starting June 20th, I'm gonna be teaching live to become your own boss court.
• 1:13
  So if you're finally ready to start your dream business, You don't wanna miss out.
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  I'm doing 10 weeks straight live facilitation every single week.
• 1:23
  You are going to get all the tips tricks and tools you need to start and run a successful
• 1:29
  small business.
• 1:30
  Todd by me, the small business lady, America's number one small business expert.
• 1:34
  Register today.
• 1:39
  Hi, everybody.
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  I'm Melinda since small Bizzling, America's number one small business expert, and I'm
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  excited to welcome you to another episode of the small biz chat podcast.
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  Now, today's show is all about how to make your marketing more joyful.
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  We're also gonna get down to the numbers and find out the best way for small businesses to
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  plan for retirement.
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  And we're gonna talk about social selling in terms of your sales enablement tool.
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  I've got an expert here that's gonna talk about that So we're all talking about growth, wealth
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  creation, and how to make marketing just not feel like, drudgery.
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  Right?
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  So We're also gonna be looking at all the things you need to be thinking about.
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  We're in a recession.
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  Things are changing, and so we're gonna talk about What should you be doing now?
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  So if you hate marketing, hopefully, by the end of this podcast, We're gonna change your mind
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  and give you some simple tools to simplify all of that.
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  Also, too, you know, a lot of times people talk about retirement you thinking 401 k is 41, you
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  know, SIP IRAs all this business?
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  Well, my financial adviser who's here today saying, Stay away from all that stuff, and he's
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  gonna give us what we should be doing to protect our money and stay liquid.
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  And I have a friend here who is an expert in social selling.
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  And he's gonna talk to us about the right tools we need to use so that we can build better
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  trust relationships with our target customers.
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  Now all of the advice you're gonna hear today is about how to build long term business
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  success.
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  Because anybody can sell something once.
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  It is about being able to sell it over and over again to a customer that loves you.
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  So when we think about the small biz chat podcast, we basically appear to peer mentoring
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  program.
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  We're here to give you advice that you didn't to pay a lot of money for, but you don't
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  because we provided every week here on the podcast, and you're gonna hear just some
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  amazing sage advice.
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  Now you can hear the small biz chat podcast on my Facebook page on the small biz lady Facebook
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  page.
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  You can also catch us on our YouTube channel.
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  And by all means, if you're listening to us on your favorite podcast channel, please give us a
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  review and share it.
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  Because we wanna make sure that more people have access to these great experts.
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  Now now it's time for me to introduce my first guest M, Shannon Hernandez.
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  And she's all about joy in your life and in your business.
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  She's the founder of the joyful business revolution a business growth strategy and
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  consultancy that works with brick and mortar and online service based businesses.
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  Shannon and her team specialize in joyful business growth solutions and organic marketing
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  that help their clients grow, align, with their audiences and develop deeper customer
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  relationship.
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  He's specifically known around the world for her content personality will.
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  And when she's not teaching, she's spreading joy and funding projects that impact the world
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  and its people for more information Check out joyfulbusinessrevolution.com.
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  Shannon, welcome to the small base chat podcast.
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  Hey, Melinda.
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  Thanks so much for having me.
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  Oh, I'm so happy that you're here.
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  It took months for us to get it together, so I'm glad you're finally here.
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  So tell us your origin story.
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  How did you get on this path to entrepreneurship that veered you to becoming a
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  marketing expert?
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  Yeah.
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  This is such a fun story.
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  So I was a teacher for 15 years.
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  I taught 10 years in Charlotte, North Carolina, and 5 years in Spanish, Harlem.
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  And, New York City.
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  And then I was like, you know what?
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  I kinda need to find some more joy and, like, reinvent myself.
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  And so I stepped away from teaching, and I really might the first iteration of this
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  business was sales sales and puppy writing, actually.
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  And I kind of fell into the marketing from there, which is kind of a crazy story.
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  And the question I got false, I was, tell me for being like an 8th grade teacher of, like,
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  crazy hormonal people to, like, being a marketing expert, right, and a business growth
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  strategist.
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  And so I just like to say, you know, god gives us gifts sometimes that we have to uncover
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  along the way.
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  And that's exactly what happened on my own journey.
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  I think that's what happened to me too.
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  So tell me, what is the joyful business revolution?
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  Yeah.
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  So we are a company that helps people put the joy back into their business again, especially
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  when it's time to, like, you know, grow and scale.
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  It can become a very enjoyable process if we're We're not careful.
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  And we revolutionize how people do business.
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  So they use joy fuel to fuel it all and enjoy the process.
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  Alright.
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  So
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  I'm gonna play devil's advocate with you for a minute because I don't know about you, but
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  marketing has become really complicated.
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  And, you know, marketing for a lot of people feels really hard.
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  You agree, don't agree?
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  Well, I don't agree, but people do agree.
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  You know, marketing can be really hard for people no matter what stage of business they're
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  in.
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  And so we like to really teach the who, the what, and the when, w I n.
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  Right?
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  It's like, who are you aiming to reach and have you dialed that in and and you get even
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  smaller.
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  Because if you're talking to everyone, you're talking to no one at the end of the day.
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  Right?
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  So I know we hear it all the time.
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  The riches are in the niches, but it true.
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  It's it's very true.
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  Like, how much smaller can we get in our messaging?
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  And then the what is what is their most urgent problem?
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  Right?
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  And so I taught a class today, and I love when people come and they come to get help with
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  their messaging and marketing, and they say, oh, but this is what I'm selling.
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  And I'm like, You may be selling that, but that's not what their most urgent problem is.
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  Nobody wakes up in the morning and says, oh my gosh.
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  I need to, like, transformed my life with the life coach.
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  They they're not saying those words.
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  You've got to get so small in your messaging that you can actually pull in the people.
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  And then the final one is the win, w I n.
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  What's the quickest win you can give your new potential flight?
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  Right?
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  Like, what is the quickest win?
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  So they're like, oh, that worked.
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  This person knows what they're talking about.
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  I wanna learn work.
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  I I love that.
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  The who, the what, and the when.
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  I I love it.
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  What is the when?
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  Now Marketing has a lot of moving parts.
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  You got website.
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  You got content.
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  You got SEO.
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  You got social media.
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  You got email.
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  You got paid ads.
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  I mean, I know there's people whose head is exploding as I'm running down this list of
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  stuff.
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  Right?
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  So if you are trying to get, you know, you're a newer business.
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  You're a smaller business.
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  You're just trying to get started with marketing.
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  What do you need to focus on first?
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  Well, I'm kind of an old school person, and I will always say we have got to focus on our
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  email marketing.
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  We need to own our contacts.
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  You need to own our list.
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  You need to own the data.
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  I am not putting my business in the hands of an algorithm change.
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  And so we really teach people, you know, if they're looking for that reinvention or they're
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  looking for that use is too too part of our strategy, if you will.
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  1, are you building your own email list?
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  And that is a marketing task in and of itself to keep building your email list, nurturing
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  list, And then something that I call Operation OPA, which is my favorite, like, secret hidden
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  web weapon is how are you leveraging other people's audit?
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  OPA so that you can
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  get in front of new people and grow your list at the same time.
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  And sometimes I feel like in this day and age with all the social and the you know, the
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  million things that people are telling you to do, if you can just simplify that and and bring
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  it back and make sure you're only your contacts and only your data, it makes the whole growth
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  process a lot more controllable.
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  I completely agree with you, and I'm a big believer in email marketing.
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  In fact, I created a course called the ultimate guide to email marketing in my small business
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  lady university.
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  For this very reason, because when we look at what took people down during the pandemic, it
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  was 3 simple things.
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  People didn't know how to sell online.
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  Period, people didn't know how to sell with social selling, like sell directly on the
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  platform and then people had no email follow-up systems.
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  So, yeah, because the first time somebody sees your product or service, they're not steadily
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  buy in that day.
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  Right?
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  You gotta you gotta build some trust.
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  You gotta nurture relationship.
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  And what is the best way to do that?
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  Email.
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  And so I'm so glad to hear you talk about email because I feel like You know, there's people
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  that are, like, I emailed that.
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  I'm like, no, it's not 87% of marketers still use email.
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  I don't believe that.
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  And and frankly, it's far more trackable than social.
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  So let's let's let's dig in.
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  I know that you say that you can simplify everything in marketing and still get results.
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  And and so talk to us about that because I'm like, really?
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  It to teach me a wise one.
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  I wanna know how can we simplify marketing?
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  Yeah.
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  So 8 years ago, the thing that put my business on the map was a tool that I created out of a
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  conversation I had with a woman who was crying in my ear, on the telephone about her
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  marketing.
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  And the the the tool is called the content personnel.
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  And at the former teacher and biologist and all these things, I don't believe in teaching stuff
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  unless I've re researched it, tried it, taught it to my clients, and it actually worked.
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  Right?
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  So I spent a year developing this tool, the content personality wheel, and what we learned
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  through the developments of it 8 years ago, and now helping thousands of people around the
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  globe, is that every single one of us has a natural content personality.
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  There are 5 video, audio, visual, live, and person, and written.
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  Everyone has a natural one.
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  And if you can just take that 8 question quiz and zoom in on what your innate natural content
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  personality is, it simplifies everything.
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  Right?
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  So I'm a live in person, content personnel.
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  How does this translate?
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  I know which platforms I'm gonna show up on that support live.
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  Right?
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  They support live content.
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  I know that when I go to do my email marketing, I need to link back to live because my energy
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  is one that Where I sell is live.
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  I go to speaking engagements.
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  I will retreats.
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  I do in person a bit.
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  This is how I've grown my business.
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  And so that's one of the ways that we teach people to simplify and just, like, put on the
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  blinders quit jumping from strategy that's to tool that's active with strategy.
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  Like, let's get some damn traction in your business using what you're already naturally
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  good at.
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  I love that.
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  I love that because I do feel like people feel like they gotta be on TikTok because
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  everybody's on TikTok.
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  Remember if everybody's talking about Clubhouse?
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  You gotta get on club I mean, it's like, Woah.
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  Where are your fish at?
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  Figuring that out.
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  Right?
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  You know, like, you you don't need to be doing all this stuff.
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  You need to be on the 1, maybe 2 platforms where your best target customer spends their
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  time and enjoying the conversation.
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  It is amazing to me how people get this wrong all the time.
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  It's like they're following trends and listening to this.
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  And look at all these people that built their off with TikTok.
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  Now the government's trying to wipe out TikTok.
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  Yeah.
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  But he's like crazy.
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  So I think it's really important for people, like you said, to build their own stuff that
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  they own and that they can control.
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  And so, I think it's really important.
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  Now I know you talk about the 3 pillars of content branding.
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  Can you tell us what they are?
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  Yeah.
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  So, you know, it's really important for everyone to realize no matter stage of business
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  you're in, if you're going through a reinvention or rebar.
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  Every single thing that you put out needs to speak and be what we call on brand.
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  Right?
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  So there are 3, what we talk about pillars.
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  There's the on brand visual so that people know, oh, that's a Melinda visual.
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  Like, without even actually studying the visual, right, like, that's what we want people
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  to recognize right away.
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  This goes beyond the logo.
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  Right?
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  I'm talking about how your visual Brand is portrayed.
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  Then we've got the on brand message, and this is where I spend so much time with people
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  getting their message on brands that every single time they put something out into the
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  world, it is on brand.
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  And it is for what they wanna be known right, and what they're next for that.
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  And then we've got here on brand personality.
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  And that is, do you talk about the things that you know, show your personality because at the
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  end of the day, people buy from people, people buy from human beings, and You know, there's
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  just things I don't talk about in my brand because I don't want to talk about politics in
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  my brand.
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  That's not joyful to me.
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  I'm not doing that.
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  Like, Everyone's political and religious stuff can stay on the side.
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  I'm here to help you grow up with this.
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  Right?
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  So it's knowing that you are on brand in your visuals,
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  your message and your personality.
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  I couldn't agree with you, war.
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  Now I know you talk a about people having mission driven marketing and and why that
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  matters now more than anything, like, more than it ever has.
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  Can you talk to us a little bit about that?
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  Yeah.
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  So we help people understand that when you have a mission Sometimes we call the mission bigger
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  than you and you lead with that mission and you call in your audience This is how you build
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  curated audience, connectors, collaborators, clients.
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  Right?
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  This people need to get behind something.
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  They want to get behind something.
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  And a mission is so easy to, like, get behind in somebody's business, but you've gotta be
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  able to share that mission.
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  And so we help people develop mission driven campaigns for their email, for their social
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  media to really pulling that aligned audience who knows likes and trusts you, but beyond
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  that, they believe in what you're doing and they wanna be part of something bigger going
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  on.
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  You know, I think that that is is so important.
• 16:16
  The mission of small business chat is to end small business failure.
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  And I remember when I coined that the first time I said that it was like everybody got it.
• 16:26
  And I didn't have to explain what I was trying to do anymore.
• 16:29
  And so I know exactly what you mean.
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  And I'm really enjoying talking to you, but we've gotta take a break when we come back,
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  we're gonna be talking more with Shannon on how to bring joy into your marketing.
• 16:41
  Are you ready to become a boss?
• 16:43
  Hi.
• 16:43
  I'm Linda Emerson's small biz lady.
• 16:46
  Click the button below and take my free boss quiz.
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  This assessment will help you learn your entrepreneur type and find the right business
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  model for you.
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  Get this information about the number one asset in your business.
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  Yeah.
• 16:59
  That's you.
• 17:03
  Welcome back to the small business chat podcast.
• 17:06
  I'm Melinda Emerson, your host.
• 17:07
  We're talking with Emhen and Hernandez about how to get more joy in your marketing.
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  Alright, Shannon.
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  Tell us about how emotional branding plays such a critical role in bran in marketing success.
• 17:22
  Yeah.
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  Emotional branding is everything.
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  I have built my entire brand on organic story driven marketing to date, and I've been in
• 17:32
  business 11 years.
• 17:34
  And I am really proud to say to date, we have never used an ad to get where we're going.
• 17:39
  Right?
• 17:39
  And so I I was really one of the first people, I think, teaching this power of story marketing
• 17:45
  and how to build that emotional connection and nerve sure your customer throughout the entire
• 17:51
  journey from when they first interact with you to when they buy from you to what happens after
• 17:57
  they buy from you.
• 17:57
  And that nurturing process is so important in the marketing and storytelling marketing is
• 18:04
  like totally the jam.
• 18:05
  Like, I love talking about scoring marketing.
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  Love it.
• 18:09
  Love it.
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  Alright.
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  Now I'm gonna switch gears on you just a little bit.
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  Marketing is one thing.
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  But how do you follow-up after your marketing without coming off like a pass?
• 18:19
  Yeah.
• 18:20
  Well, I teach something called Invitation Sully where I only have the sales conversation if I
• 18:26
  invite you into it in your stuff.
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  So there's no cool DM8.
• 18:30
  There's none of that stuff.
• 18:31
  We don't do that in this brand.
• 18:33
  We don't teach that.
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  And so we have a a framework we teach our clients called Love Year Leads.
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  And for each part of the process that your future clients are in, We teach you different
• 18:46
  ways to love and nurture your leads so that they come become a yes from a no or not yet.
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  And it's one of the most beautiful things is to build deep relationships like that.
• 18:58
  I love it.
• 18:58
  I love it.
• 18:59
  Alright.
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  Last question.
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  What is the best business advice you've ever gotten?
• 19:05
  I'm gonna say you have a mission.
• 19:07
  We have a mission.
• 19:08
  I this Thomas stage once and built this brand to go on fire, it's mine.
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  If it ain't enjoyable, we ain't doing that shit.
• 19:16
  Pretty simple.
• 19:17
  I love it.
• 19:17
  I love it.
• 19:18
  Well, thank you so much, Shannon, for helping us understand your joyful business revolution I
• 19:25
  love it, and I want you to stand by.
• 19:27
  We're gonna bring you back at a little bit.
• 19:29
  But when we come back on the small base chat podcast, we're gonna be talking about what you
• 19:33
  need to do to prepare for your retirement, and it's not the advice you probably think we're
• 19:39
  gonna get.
• 19:47
  Alright.
• 19:48
  Now y'all summer school is in.
• 19:51
  Starting June 20th, I'm gonna be teaching live to become your own boss court.
• 19:56
  So if you're finally ready to start your dream business, you don't wanna miss out.
• 20:01
  I'm doing 10 weeks straight live facilitation every single week.
• 20:06
  You are going to get all the tips, tricks, and tools you need to start and run a successful
• 20:13
  small business.
• 20:13
  Todd by me, the small business lady, America's number one small business expert, register
• 20:18
  today.
• 20:26
  Thanks for listening to the Small Biz Chat podcast with Melinda Emerson.
• 20:30
  Subscribe to this podcast wherever you listen to podcasts and join us next Wednesday for
• 20:36
  fantastic information and interviews.
• 20:38
  You can find more sources and small business success strategies by visiting Melinda's
• 20:43
  website succeed as your own boss.com.
• 20:46
  Thanks again for listening, and we'll see you next week.