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Charlo Greene:                

And I look over everything. I’m super involved. If you called my company, if you emailed us, then you know I am not playing when it comes to making sure that you have exactly what you need. So one of the members of this program emailed, she was saying that she has her website up and she’s trying to do what she can. But for some reason she hasn’t generated any sales. I asked her if she’d be open to coming onto this livestream with me via phone and she agreed.

Charlo Greene:                

So I’m really feeling this red. I don’t … I forgot to bring my money machine with me because you know that’s how we kick off the show. But let’s go ahead and get to the money. Just throw the $14 from my purse at you. Not the same effect, I know. I try. I try and I’m back and speaking of backs, I threw my back the fuck out this weekend. It is so incredibly painful. Like, so painful. So just getting back into the swing of things and whatnot. Thank all of you for being patient.

Charlo Greene:                

In spite of all that, nothing has slowed down with my company because at the end of the day, nobody cares. I’m the source for peoples’ business. So the last thing I’m going to do is expect their business to suffer just because I’m suffering. That’s just not how it works. The world does not care. So let me go ahead and call her in and we’ll start this call, which I will be recording and posting onto my YouTube. So, how can you get more sales or why aren’t you making any sales? Let’s get to the money.

Charlo Greene:                

And guys, hop in to comment and let me know … iS this sideways? Because the camera’s supposed to be sideways. I thought we were evolved to-

Swenna:                             

Hello?

Charlo Greene:                

Hey. This is Charlo. How’s it going?

Swenna:                             

Hi, it’s going fine. How are you?

Charlo Greene:                

I’m doing well. Is now still a good time for our call?

Swenna:                             

Yes, it is.

Charlo Greene:                

So tell me about the issue that you’re facing now.

Swenna:             

Okay. I signed a while … well, the beginning of January with the whole sharing the BizBox started. I put up my website, I’m put up some of the photos that you have on yours on my website. I’ve been getting hits. Every day I get at least 150 hits, but no sales. So I’m like, what exactly am I doing wrong because I’m getting all the hits, but the most I’ll get is inquiry about wholesale or I will get the drop ship, if I have the drop ship option on my company. So I’ve just been directing them to you. But other than that, there’s no other individual bundle sales.

Charlo Greene:                

So can you tell me about your brand? What’s the name of it and who is your target customer?

Swenna:                             

Well my target customer someone that’s basically like me. I’m a single mom. I have a one year old son. And you know, I’ll spend actually $400 last year in bundles. And this is just one set of bundles. For curly … I really wanted curly hair last year, so I spent like $400 in bundles and the bundles were no good. So I decided, all right, when I found that, yeah, this is something I would like to do, I would like to save my customers some money. That’s me, who wants something good, but is still on a budget as a mom. And understand I don’t want to overcharge nobody and you don’t really have to pay a whole bunch of money to look good. So that’s my target customer. Is someone, a single mom who’s in her 20s, late 20s, early 30s that wants to look good but don’t want to come all the way out of her pocket.

Charlo Greene:                

What’s her specific age?

Swenna:                             

25 to I will say, like 40.

Charlo Greene:                

Do you mind me asking how old you are?

Swenna:                             

I’m 27.

Charlo Greene:                

So if your target audience is 25 to say 40, that’s like a 15 year span. You’re 27.

Swenna:                             

Right.

Charlo Greene:                

So are you the same person you were when you were 12?

Swenna:                             

No.

Charlo Greene:                

But you’re expecting your target customer to be the same at 25 to 40?

Swenna:                             

Right. I guess that’s where I’m going wrong.

Charlo Greene:                

Well I think where a lot of people might miss the mark is not understanding that when it comes to the internet, there are so many options available. For you to capture someone’s attention you have to make sure you’re speaking directly to that person. So while it might look good on paper for you to say, well my target audience is 20 or 25 to 40, at the end of the day, you know that you’re not the same person that you were when you were 21. And you’re only six years from there. Right?

Swenna:             

Right.

Charlo Greene:                 So I think that’s definitely one thing that you might need to look into is getting more specific on exactly who it is you’re serving. I love the fact that you’ve already made it clear that she is a single mom and that she loves looking good. But you’ve got to take it a step further and tell me what city she lives in.

Swenna:                              Okay. Well, I’m from New York. So my ideal person is from the Bronx, single mom in her late 20s, who don’t really want to come out of pocket, but like you said, you’re not the same person that you are. So I have to really specify who I really … who I’m targeting, basically. So let’s say this person that lives on the West Side is 40, she’s going to look at all right, you know, I like what she has and her prices are not bad as well. But now I know where I’m going wrong so now I got to re … not rebrand myself, but at least find other stuff that works for everybody in my age groups.

Charlo Greene:                 Well not that works for everyone. If you’re trying to reach everyone, you’re going to reach no one. So you need to find something that works to the specific avatar that you’ve decided is your target customer. You’ve got to get so specific that it should kind of scare you into thinking that maybe I won’t get anyone, but that’s exactly what you need to do, is get super, super specific. It has to be someone in the Bronx. So when you’re running ads and you’re posting on social media, you should be including things that only people that live in the Bronx know, just so it’s like that extra ah-ha when someone sees it that you’re targeting. Does that make sense?

Swenna:                              Okay. Yes.

Charlo Greene:                

So if you guys are dealing with say, a cold snap or you guys just got a whole bunch of snow or something like that. I would not know that in California. That’s something that you would know, is wow, you guys realize how much colder it was this morning? You know? You’ve got to make sure that you’re doing protective styling, especially in the coldest months of winter out here in the Bronx because dot, dot, dot. You know?

Swenna:                             

Right. Mm-hmm (affirmative). Right.

Charlo Greene:                

So we’re definitely going to have to work your avatar, but let’s talk about your brand while I have you on the line.

Swenna:                             

Okay. My brand is Bundles. I named it after my son. Hello?

Charlo Greene:                

I’m listening.

Swenna:             

Yeah, so my brand is Bundles. I named this company after my son because he’s basically my inspiration of everything. So it’s right now, where we’re starting from ground up, we’re still in the struggling phase, so we are trying to launch fully by March. We have a photo shoot coming with my friend. I have a friend that’s going to do me this favor, so we’re just going to get the hair and then we’re going to do this photo shoot. But right now we’re still in the start-up phase of this brand.

Charlo Greene:                

Okay. And is there anything else that you wanted to tell me about your brand? Is there anything else?

Swenna:                             

No.

Charlo Greene:                

Okay.

Swenna:                             

Not at the moment, no.

Charlo Greene:                

So what would the name of your company tell someone that was interested in shopping with you?

Swenna:                             

The name is just complicated to most people. A lot of people who knows me gets me that, okay, this is her son’s name. But that’s about it. It don’t really tell us anything about what’s going on with my brand actually. It’s just the fact that it’s my son. So therefore, I’m building a foundation for my son.

Charlo Greene:                

I definitely understand that and I respect it and I think it’s awesome that you have that in mind, but do you think it would bring more value to your son if your business actually took off or if it was just named after him and no one got it except for your friends who are not your customers?

Swenna:                             

Right. It will mean more to him if it actually took off.

Charlo Greene:                

So are you married to that name? Are you open to considering rebuilding your brand in the image of what your actually target customer would want as opposed to something that you want?

Swenna:                             

Yeah. I’m not married to the name. So I’m really open into rebuilding it to something that my actual target customer would want.

Charlo Greene:                

So if your target customer is a single mom in her late 20s … I’m just going to go ahead and … well, why don’t you just go ahead and pick a number in the late 20s, so we can build on that?

Swenna:                             

26.

Charlo Greene:                

So that’s not at all late 20s. That is definitely mid 20s.

Swenna:                             

Okay. So I’ll say my age, 27. I’m about to be 28. So 28.

Charlo Greene:                

28.

Swenna:                             

28.

Charlo Greene:                

What are the things that are important to you right now in your life? Like the most important things? Is it going to the club because I stopped-

Swenna:                             

The most important thing is job stability, security, safety for my son and a roof over our heads, as well as family, friends. Those are the most important stuff for me right now. Not so much friends, but mostly family. That’s the most important stuff for me right now.

Charlo Greene:                

So family, stability, growth.

Swenna:                             

And financial, yeah, financial security.

Charlo Greene:                

So I think a rebrand is probably something you’ll have to seriously consider. I think you should definitely include the name of the place that you’re targeting somewhere in that rebrand. If it’s Bronx, blah, blah, blah. Then that’s what it would need to be. You can’t do New York because New York is way too large of a market. And I think your brand name should include something aspirational for the women that you’re working to help empower.

Swenna:                             

Right.

Charlo Greene:                

It’s important to understand that when you’re selling you have to understand that it’s never just the product that you’re selling. It’s the end goal or whatever the product is … or whatever the product allows you to do. So when it comes to bundles that you’re selling to these women, what are these bundles going to do for them?

Swenna:                             

Right.

Charlo Greene:                

What will it do?

Swenna:                             

Well the bundles … I never really thought about it like that.

Charlo Greene:                

Well, why do you buy hair?

Swenna:                             

I buy hair because … the way I buy hair is whatever goes with my skin complexion, whatever goes with my skin tone. It’s also a protective for my natural hair because I’m fully natural. So I don’t like to have my natural hair, especially in these harsh winters because it tends to break my edges. So I use weave as a protective for me. So that’s the reason I buy hair.

Charlo Greene:                

Does it also help to give you more confidence? Is it also something that you can use to change up your look, depending on your mood?

Swenna:                             

Yeah. And also if in the summertime, you want to do vibrant colors, you don’t want to damage your hair with bleach. So I get it for, I can always bleach a bundle and it will look amazing on me or stuff like that. So that’s why I really do buy weaves. So it’s for more confidence. For people who struggle with self-esteem, especially when it comes with their hair, that’s how I look at it. That’s why people buy bundles.

Charlo Greene:                

I think you should write down what you just said and have that be the driving force behind every piece of marketing and information and every Instagram post that you put out under the new name of your company that you’re going to change it to that includes the Bronx in it.

Speaker 3:                          

Boogie Down Bundles.

Charlo Greene:                

What? Someone suggested Boogie Down Bundles. You don’t have to go with that.

Swenna:                             

It’s a good name.

Speaker 3:                          

It’s a good name. It’s a good name.

Charlo Greene:                

Oh gosh. Now you got them all riled up.

Speaker 3:                          

It is an amazing name, actually. I wasn’t thinking like that.

Charlo Greene:                

Go ahead and lock it in before someone else does-

Swenna:                             

Well thank you for my name-

Charlo Greene:                

Because we’re streaming live. But that’s again-

Swenna:                             

I’m going to change it as soon as I get off the phone.

Charlo Greene:                

But again, like Boogie Down Bronx, Boogie Down Bundles. That’s something that is like an insider thing for people specifically in your area and I think that with you posting on social media … a lot of people are just re-posting pictures of hair inspiration or look at what this other person did. I think if you really want to stand out you have to take it to that next level. You have to brave enough to put face behind your brand and you have to communicate that line that I told you to write down about your brand being for women that struggle with self confidence and self-esteem and hair is a way to help them out with that. I think that needs to be the driving force behind everything it is that you do. And that’s something that is going to earn the trust of the customers that … I mean you’re getting great traffic, but there’s a disconnect between them being interested in seeing what it is you have to offer and then buying into your brand.

Swenna:                             

Right. Okay.

Charlo Greene:                

And so social media is supposed to help you build that bridge between them being a little interested and them trusting you enough. Because like you said, you spent $400 on one package last year and it wasn’t anywhere near what it should have been, right?

Swenna:                             

No.

Charlo Greene:                

So you need to-

Swenna:                             

Nowhere near.

Charlo Greene:                

Like, you and me both have been through that. You and millions, I’m assuming, at least hundreds of thousands of other women that are into hair have all been through that same experience. We’ve all bought beauty supply store hair, we’ve all spent too much on bundles, we’ve all had to deal with the rat’s nest that came way too soon. It is the rat’s nest. So what you need to do … the reason why my company does so well is I’m out here, I’m wearing the products, I am educating, I am connecting, I am going that extra mile. I have you on the phone and we’ll stay on the phone for as long as you need it until we figure out exactly what it is that you need to do.

Charlo Greene:                

But I am earning that trust one person at a time. And it is a lot of work, but it’s worth it because it’s allowing my business to grow and it’s allowing me to do what ultimately I want to, which is empower our community.

Swenna:                             

Yes, exactly.

Charlo Greene:                

So what can you do differently with everything that we’ve just discussed?

Swenna:                             

Well I do communicate with those that want … the people that do email me, inquiring about wholesale, I do communicate. But I really was not targeting my area specifically. I was targeting in everybody else’s. And you are right, because if I target everyone else’s then that means that people that message them now actually want to purchase from me, they won’t see it because I’m too busy focused on other areas.

Charlo Greene:

Exactly. Definitely, I say this all the time, I think a lot of people in the hair extensions industry underestimate how much power comes along with you being right next door to your customers. Because a lot of people want to see the hair, they want to feel the hair, they want to touch the hair. Because we’ve all gotten those bad bundles. So knowing that you are in my community and I can go ahead and pull up if we need to have a conversation, that is how you will always beat all of these other national companies is the fact that you’re right next door. In spite of the fact that there are so many horror stories about beauty supply store hair, we all know people still shop there. Why? Because it’s right there. It’s down the street. You being down the street, you targeting your specific area is going to give you so much of a greater advantage over you trying to compete with me in my area, because you’re not going to win that. It’s just not going to work.

Swenna:                             

Okay. So now I’ve just got to focus on Bronx.

Charlo Greene:                

On what was that? What was that?

Swenna:                             

Hello?

Charlo Greene:                

Yes?

Swenna:                             

I said for now I’m just going to focus on the Bronx.

Charlo Greene:                

You have to focus on the brand and understand that your brand isn’t just your logo, it isn’t just your name, it’s what people feel about your company, it’s what people will say bout your company when you’re not in the room. So when you say your brand is something that you named after your son that is for women that are 25 to 40, I’m not going to feel any of that. But when you tell me that your brand is built to help give confidence back to women that don’t have it, I totally get that.

Swenna:                             

Okay. I’m writing all this down, that’s why I’m like okay.

Charlo Greene:                

Let me know what customs you have.

Speaker 3:                          

At least you don’t have to write down the videos online.

Charlo Greene:                

Oh yeah, and we are streaming the video, so the video will be online in case you want to re-watch it.

Swenna:                             

Okay. I think you told me that. All right. No problem. Okay, so I have a question.

Charlo Greene:                

Yeah, of course.

Swenna:                             

I had all my questions earlier, but right now it’s all jumbled up. Okay, so I think I spoke to you about the packaging because I’ve been talking … now I know to my friend but we’ve been speaking and he was like, well you know people really judge your company based on how you send your stuff out. So I’m like packaging is really a big deal because I just received some bundles and it wasn’t really a big deal to me, I just really wanted the hair. But other people are so fascinated by the packaging. Why do I have to get really fancy packaging?

Charlo Greene:                

Well I think there are two ways to look at packaging. For my company, I know you’ve ordered with us. We are bare bones, we’re all about giving you the absolute lowest prices that we can and if we were to get custom packaging we would just pass those prices on to you guys. That isn’t what you want. I understand that about all of the entrepreneurs that have signed up for the hair Biz in a Box program and our wholesale and drop shipping options. So knowing your customer is super, super important. That being said, we have a wholesale and a B to B or business to business side which is what you are accessing. But we also serve the public. So we are actually getting some custom packaging in for the consumers because it does make a difference at the end of the day depending on who your audience is and what exactly it is that they want.

Charlo Greene:                

And we found a way where it won’t impact the cost too, too much if we pass that on to the consumers. So it makes it worth it to us. So I think you need to ask yourself is the re-marketability of the custom packaging you would get worth it and by that I mean when someone opens up their packaging, if it’s dope, they will re-post a photo. They will share it with a friend and those are the kind of references that are so invaluable. So is it worth it for you to invest in getting that word of mouth to grow your brand or would you prefer to just communicate the fact that you are working to provide the lowest prices so when we send out your hair it’s going to be just the hair, but you will save money. I think those are the two things that you’re going to have to weigh out.

Charlo Greene:                

But ultimately, I’d suggest getting at least some decent looking packaging.

Swenna:                             

Okay. Okay. All right. No problem. That’s all the questions for now. I’ll email you if I need any other questions.

Charlo Greene:                

Please do. I will be there.

Swenna:                             

Okay.

Charlo Greene:                

Was there anything else that you wanted to discuss while you have me on the line?

Swenna:                             

No. Oh, yes. I think I texted you earlier about wholesales. So when we do get wholesale inquiries, do you recommend we send them to you or how do we go about doing that?

Charlo Greene:                

Well I’m curious, why would you be getting wholesale and drop shipping inquiries if you’re just targeting retail customers?

Swenna:                             

That’s what I’m trying to figure out too. All of my inquiries have been about wholesale and drop shipping. But then again, everybody is trying to own something-

Charlo Greene:                

That’s true.

Swenna:                             

Because everybody’s now looking at it like I’d rather have a business to make profit than … you know? Yeah, I’d rather own a business out and make the profit and provide good quality. So that’s what most of these inquiries is about. They’re inquiring do I do wholesale, do I do drop ship, and I’m like no, but I will give you my vendor’s name and that’s what I’ve been doing. So I don’t know what else to do.

Charlo Greene:                

Well I definitely appreciate that.

Swenna:                             

Huh?

Charlo Greene:                

I definitely appreciate that. Don’t stop doing that. But I am … seriously, don’t. But I am considering creating some sort of affiliate link where you guys can share a specific link and it’ll track if that person makes any purchases and then if it reaches a certain amount, then maybe get a finder’s fee. I’m playing with that idea. I know that a lot of people are interested in the business side of things, but there are also some of our business customers that would prefer to just put a link up to our website and have that drive traffic to us. So I’m playing with that idea. If i decide to go with it, you’ll be the first to know and then all of you guys on the live stream, I’ll go ahead and shoot that mass email out to our list.

Swenna:                             

Okay. Okay, no problem.

Charlo Greene:                

So I hope this call was helpful.

Swenna:                             

It was. I’m definitely going to do some brainstorming tonight with some ideas and also I’m definitely going to revamp my … about my avatar and I’ll let it take [inaudible 00:25:31] from there.

Charlo Greene:                

Exactly.

Swenna:                             

I think I was too focused on the money right now. I want the money right now that comes to my expense than actually sitting down and visualizing what exactly my company should be about. So now I’m just going to sit down, visualize, see what’s going, see what I really want, what makes my company different from the other bundle stores in the Bronx. So that’s my main goal for tonight. So your call was very helpful and I appreciate it.

Charlo Greene:                

Well thank you for giving me the opportunity to help out, I’m really excited to see what you do with Boogie Down Bundles. If you have any other questions or concerns, you have my number. Feel free to text me, shoot me an email or hop on Facebook and message me. I will be there.

Swenna:                             

No problem. Thank you so much.

Charlo Greene:

Of course. Have a great rest of your day, Swenna.

Swenna:                             

All right, so I will email you if I have any other questions tonight. Thank you.

Charlo Greene:                

All right. Bye girl.

Swenna:                             

All right, bye.

Charlo Greene:                

Yay! Yay! So fun! Okay, the iPad’s not making anymore noise. Yay! I love doing those coaching calls. I’m so sorry that Facebook didn’t decide to rotate the camera with me. It’s been sideways even before I started the stream. But this video will be lightly trimmed down and posted up to the YouTube. Hello, YouTube. Six Figure Side Hustle with Charlo Greene. But I think Swenna had a question or questions that were really similar to a lot of other questions that I get and it boils down to the fact that a lot of people are creating businesses that they would like, but they don’t understand that they might not be their target customer. A lot of people are going off of what they think would work as opposed to simply stopping and reverse engineering their success.

Charlo Greene:                

So hopefully that conversation helps any of you out that have been dealing with a similar situation where you’re getting a bunch of traffic, people are showing that they’re interested in what you have to offer but for some reason you can’t close the gap. You can’t make that sale. So those are a bunch of tips that I think would help. Narrowing down who exactly your avatar is and giving her a name, where does she live, where does she work, how old is she, is she in a relationship, is it a good relationship or is she on the way out, or has she been single?

Charlo Greene:                

All of these things matter because they are the difference between you posting something and someone taking note and saying oh, that’s definitely me. Let me go ahead and dig a little further or people just scrolling on past you. And it’s very easy to keep scrolling. There are thousands of hair companies out there, but the difference is what you say it is and how you approach connecting with you customer. Understand that it’s never just simply about you putting a product out there and then the money’s just going to roll in. That’s not it. Otherwise, no, I’d still be going live to you guys all the time.

Charlo Greene:                

But then business would be a lot easier and everyone else would do it. It’s you constantly working to earn your customer’s hard earned dollars every single day in your Facebook posts, in your YouTube, in your Instagram, in your emails, in how you … I was going to show with no makeup and it … but, I know that I make more money when I show up. Like, show up. So that’s what I’m doing. And just understanding your customer and knowing that you have to build a relationship and continue earning their business. That is what makes all the difference in the world.

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