welcome to a brand new weak I've thought of some school so glad you're here Monday, Miss Cristel about today I have for you about an accidental side. Hustle becomes a decorative family business. If every business I mean that, in this case it employs an entire family. Also from time to time I mentioned the importance of Essie. Oh, what is it actually mean? Well, technically, it means surgeons, optimization, ok, but it's one thing to note that phrase means or to understand why it's important, but it's another to know what to do about it. While this report includes a sin, yet critical, Tipp that you can use now, if you sell anything online, any kind of product in a kind of service wants that

minor in the story made. This change her sails dramatically increased. It was nine day and now to set at this family businesses employing multiple members of her family and last but not least, the business in this story relies on two of our sponsors to run its operations. Now be ship station and wicks. She used wicks to butter website and ship station to ship out all these products that she selling I thought that was pretty cool. To be clear. The sponsors don't bring stories to us. They don't have any influence at all on the editorial process. I just like to point out whenever listeners and chase today's are fine and helpful. So thanks large habitation annex for providing resources and free trials that are helping our community and speaking sponsors, here's a shudder to one of them and then I'll tell you the story of this accident. All side, hustle, Jessica, Massey, was working as a corporate graphic designer and her art was being

for a variety of products, including cards, calendars and blankets. Many of her designs work goes designs, meaning they were credited to a person. The company worked with bad name recognition or a large social media. Following after years of walking into Big box stores in seeing her designs being sold under someone else's name, she wanted to change show once she had a baby Jessica, left her job and began freelancing outside of that freelance work. She was also looking for a creative outlet and a way to make a little extra money. Woodstock Rustic was the outcome home day core brand. The tap into the decorating cyclist papers,

would palette of static. There was no business plan just a way to have some fun and make money. The true definition of aside us all Woodstock Rustic, started out in that most mythical setting for american success, the garage surrounded by yard equipment and not so rustic garbage cans for her first commercial outing, Jessica took her designs to an art, show and may twenty five hundred dollars in a single week it giddy with early success. She set up an empty account for the pieces that hadn't sold. This proved to be far less successful. That account only saw a sailor to offer a six month period,

before, throwing in the tower Jessica decide to give Etsy one Lascaux. She did some research and learned that she'd made every mistake possible when setting up her page Jessica discover the importance of s he, oh especially how critical keywords entitles can be, for example, Woodstock rustic cells, alot of gift items and where their biggest product lines is sympathy or memorial gifts. Prior to this point, Jessica, hadn't really taken into account how customers might end up landing at our page when they started their search in Google or Etsy. For example, in the beginning, she might have named something a butterfly gift box when she'd actually rank much higher if she called it. A sympathy gift box and just let potential customers see for themselves that the theme of butterflies No, I was searching for butterflies, specifically, they were entering sympathy into the search bar after a few small adjustments. Orders really started rolling in. It seem like such a simple facts, but it made a huge difference when Jessica first started, doc rustic. It was just her at her mom helped out with marketing once the

was coming in were more than make it handle Jessica's dad came on board as well. The business continue to grow so much so that eventually Jessica's husband was able to leave his corporate job to work for the family business too. In around this time, she also hired her first full time Family employee. Imagine that your status of blows out to such a degree that outgrows your house, that's exactly what happened to this family. The home was in a subdivision without much yard space. It was too small for their needs and too close to other houses to not disturb the neighbors with a noise Carpentry. They did so they moved out and bought a house with some land had enough room for a home studio not having to commute is one of the biggest benefits. What's up,

Take now offers a range of homestake we're items, including plant containers and kids room take or it can be purchased for the companies stand alone, website Jessica, still cells on Etsy, where she has more than four thousand sales to her credit, but one of your own site that would be free of some of the constraints imposed by the platform rather than the generic mass produced fake, would items that can be found in many big stores. Woodstock rustic offers hand created pieces, cutting customize work. It helps customers put their own stamp on their homes, while supporting a small family businesses. Something consumers are increasingly looking for. The business is now so successful that there never seem to be enough hours in the day. Luckily, the team members Jessica's brought together all bringing unique skill, whether its marketing customer service production management, carpentry or accounting. It's the way these skills come together to form a complete picture.

Creates the overall Woodstock story. Although the beginnings were humble with just a thousand dollars and start up costs which stock rustic now has an annual profit in the low six figures, almost four years later, not about return on investment for this homegrown family business. Great lesson here when it comes to your product or service, or your idea, Yet what are people searching for? What will they be searching for? What should they be searching for it? And then how can you crap your search, results, your pages, your accounts, etc to match those terms Example, Jessica learn: nobody out. There is searching for a butterfly gift box. They don't know that.

Butterflies until they see it. When I see her get box like Alex NICE, that's that's the perfect aesthetic you know for the Memorial get the sympathy gift to honour my locked one etc, but nobody searching for Butterfly Gift Box there searching sympathy or memorial. So it's probably a totally different word or phrase or connection for you, but think about how it applies. I remember when I first started, my blog on blogger is called the art of non conformity but guess what nobody out there is way searching for nonconformity. Nobody is like hey. I want to find a hub of resources. You know to help me think differently, because I want to be a nonconformist or I buy

to live on conventionally or whatever, and so I had to figure out over time because nobody is searching for that. What are they searching for and I started focusing more on practical tools such as helping people with self employment, helping people become location, independent, helping people, negotiate a salary increase, helping people to have frequent flyer miles to be able to go and see the world just all that kind of stuff, and in tying altogether was this philosophy? This manifesto of you don't have to live your life. The way out of people expect, but that's the framing of it. That's not what people actually search for. They find the actual philosophy by searching for something more practical, because the bottom line air is always think from the customers perspective. Don't just think from your own perspective. Don't think about your butterfly gift boxes. Don't think about your art of non conformity

think about what the customer once they call you composition what you offer to match those once needs or desires. That's my encouragement for you today. Inspiration is guide but inspiration. What action is so much better. Our show notes are, at Seattle, Skoda, COM, slash, nine five for common check out Woodstock A stick and anything else I mentioned in the episode- again tomorrow, everyday this week. A whole set of stories can't wait to share them with you. My name is critical about this is cider school. from the onward projects.