How to Create Excitement For Your Offer Step By Step with Gayneté Jones

Jaclyn Mellone

Welcome to Go-To Gal, episode number 196. As always, hello, I’m your host, Jaclyn Mellone. And today, I’m super excited to share our guest with you. So listen, we talk about pivoting around here probably quite a bit. I think that’s a natural part of business growth, is pivoting. But today’s guest did more than a pivot. She started a completely new business and a completely new industry. So our guest today, Gaynete Jones, had… has a traditional online marketing business. And I say had and then corrected myself because, well, there are some elements of that that are still alive. She has shifted a lot of her energy. But she started in that realm, and she still has her podcasts and all of that. So she still definitely has a foot in this industry. And then her next step was creating a product-based business from scratch, a menstrual product-based business. She has a period cup company. And I was really fascinated by some of the similarities that she was drawing between these wildly different business models. And a common theme for both, which is that she has this knack for being able to speak to her community, speak to her customers in a way that gets them really excited to make a purchase before she ever even launches something. And this has been the case for her digital products in courses and programs, and also now for this product-based business. 

I found it really fascinating that some of the strategies that she was using here, and able to apply to these wildly different businesses. So here is our conversation. I’m like, we got to have this on the podcast. She has some brilliant strategies, and I’m so excited to have her on the podcast to share them with you. Okay, before we get into our conversation, let me formally introduce you to our guest today. 

Gaynete’ Edwards Jones is a leading business consultant, keynote speaker, best-selling author, podcaster, contributor for Black Enterprise, founder of G.A.M.E. Changing Industries, and the creator of Cubicle Ditch Academy. She has also recently founded Best, Periodt. I don’t know if I should pronounce that differently. You know how you see things on the internet, but then you say them out loud. I’m like, I don’t know how to say that. I’m such a nerd. Okay, hopefully, I said that right. A unique fem-care brand changing the game.

We’re going to get into that in a little bit. Having studied the behaviors, fears, and desires of consumers, millennials, in particular, she is the go-to freedom slayer to assist this often misinterpreted generation to shine brightly. Helping them to not just learn to turn passions into profits, but also how to build sustainable businesses that solve real problems for customers.

Even with Best, Periodt, she has made it her mission to create real meaningful change for period hovers around the world. As a result of Gaynete’s efforts, she has been featured in the likes of Forbes, Fox, Black Enterprise, Yahoo, NBC, MSN Money, Sheen Magazine, Huffington Post, Refinery29, Thrive Global, Medium, and Success just to name a few. All right, I know you’re just as pumped as I am. So let’s get to it. Here’s my conversation with Gaynete.

Gaynete, I’m so excited to have you here today. 

Gaynete Jones

Thank you so much for having me. I’m so excited to be here. 

Jaclyn Mellone

Okay, before we dive into you and all of the amazingness in your world right now, take us back to when you were growing up. What were you the go-to gal for back then? 

Gaynete Jones

I would say, my mouth. I used to talk when everyone else was afraid. So people would come to me to either ask things that they’re afraid to ask for, or to stick up for them if they didn’t feel that they had the courage to do so. So I would say, my mouth. It used to get me in trouble as a kid, but I’m glad that I never stopped talking because here we are today. 

Jaclyn Mellone

Right. Okay, I’ve never heard that answer to this question before. And I’m obsessed with it. 

Gaynete Jones

Oh my goodness. My teacher’s on every report card, they’re like, she’s brilliant. However, she talks a bit too much. Every single report card and I’m like, listen, now I can talk for a living so it’s fine. 

Jaclyn Mellone

Okay, not to get too side-tracked, but I’m just curious because I know so many of us maybe weren’t like that as kids or is trying to cultivate that now, or maybe we have children that fit this profile. Was there anything in your life that cultivated that or encouraged you to be just really comfortable speaking up and, I don’t know, using your voice? Talking in class, I can relate to that too but I was certainly not. 

Gaynete Jones

I think I have the answers. I want to say something. So I think that part was fine where the teachers were okay with me answering questions. I always wanted to give the answer. But I started just talking about my opinions all the time as well. And people disagreed. I loved having that debate. I can’t say there was a catalyst for sure that pushed it. Me and my mom talk a lot as well, so that may be it. But I’m an introvert. So it’s a weird dynamic because I am an introvert, I’m not out there like that. However, when I have the opportunity, I like to speak. And I like to share my thoughts, whether or not it’s what’s coming out there. 

Jaclyn Mellone

Yes. Okay, I love this. So let’s fast forward to today. Tell us what do you do and who do you help? 

Gaynete Jones

I do so much. Okay, so there are two facets of me. I assist at the moment. I’m assisting people with periods. I assist people with periods to have comfortable menstrual cycles through my brand, Best, Periodt. And I also have another section of business, which is my game-changing industry side where I have a podcast, Freedom Slay Podcast. I’ve written a book. I have a brand around assisting women to build businesses. So there are two separate facets. However, I have stepped away from the game-changing industry side recently since COVID to focus on the Best, Periodt. And that’s where I’ve been focusing all my attention lately. 

Jaclyn Mellone

Ooh. Okay. So much to dive into here. Which came first? I know the answer, but I want our listeners to just understand how this all fits together because we’re so, I don’t know. In this space, I feel like we’re told focus, focus. And listen, on this platform we preach a lot about focusing and niching and all of that. But you have been able to build multiple successful businesses. It is possible, but which came first? How did that all go down? 

Gaynete Jones

The reason I’ve been able to pivot is because I was focused initially. So definitely, all for focusing.  So in 2015, I wrote my book. That was the platform for it, I like to say. So the book allowed me to begin teaching different things. I started with help. I created a course after I wrote the book a few months later to help people to self-publish successfully. From there, once that was a successful business, I started teaching people to build their businesses from the ground up. And I was doing that for a while up until 2020 when I had someone on my podcast, and she’s a product creator. She created hair bonnets on Amazon. She was selling them on Amazon, and she did seven figures in a year. And she was just saying how she used something that was a pretty saturated niche like hair bonnets. There were thousands of them on there, and how she was able to speak to a specific individual. And from there, it really helped solve a problem that others weren’t doing.

And it was like, you know what? I really do love e-courses and products like that. However, I would love to see something I create physically manifested. I want to see something tangible that I can touch. And I got to thinking about ways that I can really solve a problem, either something that’s bothersome that I dealt with or something I know many people around me do. And what’s more annoying than a period? So I had a lot of different failed attempts at thoughts on what I was going to do. But then I woke up one morning, my period was on and I’m like, you know what, this cup I have is terrible. It’s trash. Let me see if I can change all the things I hate about this and all the ones I’ve tried in the past and create something completely different. And that started it. 

So our first product is a menstrual cup. However, I always say that it’s the genesis of a makeup brand. So the cup is the start, but we’re really looking to just make periods better for people in general. And we’re doing that, starting with the cup and we have tons of other product ideas to come. But that is the focus. Making it easier for you to have your best period.

Jaclyn Mellone

Okay. I’m so glad I asked because even though I knew the order, I didn’t know the details of that story. And I love how you put this all together, and where the idea came from. And yes, you are such a great example of being able to have multiple businesses. But at the same time, you didn’t build them both at the same time. You had one and added another. It’s interesting how it sounds that you were able to use what you’ve learned in building your first business and the culmination of that, and pour that into a totally different industry which your branding, your marketing for Best, Periodt is so brilliant. It’s so catchy, so fun. 

Oh, okay. I love that you’re like, this is our first product but there’s more to come with it. That is such a big step going from having a business with one business model. And this isn’t just saying, oh, I’m going from one-to-one to a course, which is a really big step in and of itself. But this is an entirely different physical product and all of that. What did you have to overcome to get to that? And I know this isn’t the main topic of our conversation today, but I’m so curious because I think so many of us think we’re on this one path, we have to stay on whatever people ahead of us on that path are doing. And I love that you didn’t follow any of those rules. You found inspiration somewhere totally different, and started something that seems out of nowhere but was also so aligned with you. 

Gaynete Jones

Yes, I’m a rule breaker. So first, this was never an idea. A product-based business model was never something that I thought was interesting. Never something that I thought I would pursue. And it wasn’t until COVID, the beginning of COVID when I spoke to someone back in March 2020, and that’s when this all started. Maybe February 2020, it was around that time. And that’s when the whole idea and concept began. But it wasn’t a thought prior to that, but I do believe in following your gut and feelings. I just had this burning desire after that conversation to learn more about what it would take to build a product.

I always follow my curiosity. And I think that we get curious about things for a reason. We get curious about things that can help solve problems for others. So I just continued doing a bit of research and checking around to see what it is that I can do to solve a problem. There are many big differences and hurdles and all the way for product-based businesses. But there are also many things like you mentioned. I think we’re actually talking about this prior to us recording, from the previous business that allowed me to build this easier than maybe had I not had my other model. It does have its similarities. One, we were going through COVID so it was difficult as far as timing and getting the factories up and moving. We’re US-based as far as our manufacturing and everything. And some of the factories were closed for COVID cases, so it was a lot of that that you wouldn’t deal with. 

On the other side of things, if you’re doing an e-course, you have a lot more control over things. However, with the physical product, you have to depend on others a lot more. So I noticed that there was a huge difference. But yes, for sure, it is a big pivot and they are aligned though. Because like you mentioned, the whole goal is to help people have their best period so, for me, that doesn’t mean old menstrual products. If someone needs sweatpants, let’s say, that has a better elastic band and I’m making this up. But if that’s what’s going to help them feel less bloated and feel better during the time of the period, then I will go there because  I understand my client and I understand that that’s who I need to focus on, not necessarily what other brands in this space are doing. So I got that from my previous business model as well. And it’s truly understanding who that person is that you’re speaking to, and being able to create the best experience for them no matter what anyone else is doing. So that’s how I break the rules a bit. It’s like, yes, I see what they’re doing in this space. I see what’s on the shelves right now. But at the same time, I don’t necessarily need to follow that because that’s not what my customer needs.

Jaclyn Mellone

So good. I think that’s the perfect transition for us to then say, okay, I think that is definitely part of the magic to your method here of just understanding your person so well, which we’ve heard before. Know your ideal client, who’s your ideal client, and it is important. But you take that to another level in the way you think about it and the way you’re able to connect with that person and tie that into what you’re doing. So I guess switching into more of the online space, and we’ll go back and forth here because I think it’s really interesting, the overlap and the differences. But what should we think about when launching an online product or service to get that excitement. I guess that’s the conversation I want to have. Maybe we shouldn’t start there. Maybe we should start with, how do you get to know your person on that level to be able to get them excited? I won’t go into all parts of this like, how do we get people excited about our offers? Where do we begin thinking about that? 

Gaynete Jones

The way I learned to create that excitement for the online product was actually first through my book, which is a physical product. And we were talking about this earlier as well. I think of it like a Marvel movie. You never see Black Widow or the Avengers. You never hear about it. The week it comes to theater, you always know what’s happening prior. They show you sneak peeks. You learn things. You get to learn and know who the characters are, know who the actors are behind the scenes. All of these things are important in order for you to create that excitement. And with the book, I was talking about the book and old things prior. And I did the same with let’s use my Cubicle Ditch Academy because that’s an e-product. Any course I have, and with that, I started talking to people well in advance.

So I left my nine to five back in 2019 after I was able to triple my salary at the nine to five. And from there, I started getting a lot of questions from people asking me. While the different questions, you start figuring out and putting them into buckets of like, what are the similar questions? They want to know, how did you figure out who your audience is? How did you create something you knew they would purchase? How did you determine your pricing? So I put all of these things in buckets, and I started answering these questions in life. I started talking about it on the podcast. I started talking about it in different areas to build that audience who would be attracted to this potential product that may be created. 

So once that was done, I started talking more to people, getting them involved, letting them know about the product that I was creating, asking them what they would like to see out of it, what’s the perfect experience for them. Do they prefer Netflix binge-watching? Or do they like when things are tripped out? Because we’re told by the experts all the time that this is the best way to do things, or that’s the best way to do things. But if you put five experts together, they all have different ways of doing things. So that tells us that there is no one way. And what’s the best way, is the best way for the person we’re trying to reach, the one we’re trying to help.

So I used to speak with them all the time on Instagram. I proposed when they answered the polls. I didn’t just leave it at that. I got into the DMs and had the conversation. Send fairly voice notes back and forth to really figure out what’s going to create the best product for them. So it really starts with getting that underlying information and then creating the product around the answers to that for the e-course that is.

Jaclyn Mellone

So brilliant, but also simple and so doable and actionable. And I think a lot of us are doing those polls on stories, but taking that to the next level and having that conversation gives us probably more of that context, that nuance that we can’t just get from a simple, this one or that one in a poll.

Gaynete Jones

Yes. And I think that’s what really separates people online as well. Even if someone comments under your photo or something you put on your posts, it’s not just liking it or saying thanks. It’s what resonated with you. Taking it to the DMs, and ask them, hey, I saw that you commented on this one and you’ve mentioned something on a post a few weeks ago as well about this similar topic. Is this something that’s interesting to you? Where did this come from? Where are you right now in your business? Are you thinking of starting a business? All of these things, I think to help us really get to know who our customers are. It’s not just filling out an ICA or an I’m Form on a piece of paper or whatever, and writing who your ideal client avatar is.

It’s really diving deeply and speaking to them. And not just like a one-off zoom call, but having multiple conversations with them because you’re not just serving one person, even though it is like idealistically one person but there are multiple people that fit that one umbrella is what I like to say. And because of that, it’s important that you have those conversations on a frequent basis because people’s needs change as well because COVID happened. And how people were consuming content before, they aren’t consuming content like that any longer. So you have to keep up to date with what it is that your customers want, what’s the best way you can continue to serve them and make it as easy as possible for them to get that information from you and benefit from it at the end of the day because that’s the important piece.

Jaclyn Mellone

Absolutely. I always think of that Henry Ford quote, and I’m totally paraphrasing this. I don’t know it exactly. But it’s like, if I asked people what they wanted, they would’ve said faster horses and not the car. But it sounds like you’re not asking them exactly what they want. You’re getting to know them better. You’re getting to understand their problems better, or maybe what they’re looking to achieve better. Are there any questions that you’re like, I always ask this? I definitely want to know the answer to this. Any go-to questions that we should definitely put in the mix? 

Gaynete Jones

The resonate question is always a great one because it’s open-ended, and it allows you to dive deeper into the response. So if you post something and it’s like, oh, how did this resonate with you? And they say, oh, you know, it helped me get over it. Or it helped me because I’m going through a tough time right now, and it was really insightful or inspirational. And then you go back. Okay, is this with your business? Do you mind sharing what are the struggles that you’re having at the moment? You could dive deeper into it, and you have an open-ended question, to begin with. Because in the beginning, a lot of people don’t like to give a whole lot of information.

So if you say, are you having difficulty with your business? They’ll say, yes, I am. Or no, I’m not. And then you’re stuck. They may not want to dive deeper, but getting familiar with them at the beginning end. If you have given great content, providing great content, they tend to warm up a lot faster anyway.

Jaclyn Mellone

So true. And people might be embarrassed to say they’re having trouble with their business if it’s that direct. So I love the way you phrase that in a way that just allows them to share what they connected with, with what you post it to because sometimes we don’t, sometimes people connect with something you wouldn’t have thought of. It’s like that little thing in there that drew them in that was almost maybe an afterthought. It’s what I find for me because the thing that’s the afterthought or the thing that just is naturally in there is probably the most authentic of it. If you’re trying to intentionally write something, it’s like those little bits and pieces that come through that they might connect with because that’s the truest part of it or something, or the most natural. I don’t know how to phrase it, but you know what I mean? 

Gaynete Jones

You’ve got to figure out what fairs or anything they have around it too because even with the menstrual cup, I did something really interesting. I knew that even though cups have been around since the 30s, they’ve been around for a really long time, they’ve only recently started again a bit more mainstream. And even still, there are many people that are afraid to try them. Many people are afraid of menstrual cups. They’re scared to give them a go. They don’t know how they work. There are tons of fear and questions around them. So it’s figuring out why they have those fairs. So I will put up a question. I put up a post that says, it’s icky, let’s say. Is this a thought you had? And then you’d get comments, and then you could take it into the DM. 

You could just get into it a lot further. And I actually brought over a lot of my audience that was on my main page to get to the page on Instagram, which was following a lot of the business stuff over to the best period page. One, I knew many of them had periods because of their age. However, I said to them, hey, I’m going to take you behind the scenes. So I’m still giving them what they want. I said I’m going to take you behind the scenes in building this product-based business. I’ll put you on my close friends’ list. You see all the behind-the-scenes, the things I’m dealing with on a day-to-day basis. Building this business over on the Best, Periodt page. And what that did is help me get so much insight. They were able to watch the behind-the-scenes so they felt more connected to the product, to begin with. But I got their feedback when I sent out a message. I’m like, hey, I’m debating between this type of box and this. I want shiny hair, I’ve met here. What do you think? And we got feedback. 

What do you stop and look at when you’re on a shelf? You’re looking and walking past the shelf, because it’s more than just touching them mentally now like, okay, I need to stop people as they walk by retail. So how can I help that way? So actually these questions are really important in that sense as well. And having that personal group that they were VIPs, they were special, so they felt really great because they were getting information that other people weren’t. They were getting the business stuff they wanted to get, and they’re still able to get information on their fears that they had around menstrual cups. And that helped me build a lot of the marketing leading up to the launch of the product as well because I knew that was a hesitation. You can’t sell something if someone’s too afraid to even try it. So getting around that fear and helping ease the mind before you even launch is helpful too. And that can work with e-products as well.

What are they fearful of? Is it the price of the product? Are they fearful that they’re just going to buy another thing and not finish it? What is that big fear? That underlying thing that’s stopping them from pressing purchase? What is that? Figure out what it is, and you can attack that from the front end in order to make the rest of it, the launch easier.

Jaclyn Mellone

Oh, this is such a creative way to use close friends. My wheels are turning, so I’ve used close friends. It’s similar but I think with the intent, the result is very different. I used close friends before for, let’s say when I was doing an affiliate launch. And I knew that there was a portion of my audience that was interested in that launch. We have the prelaunch. But once we’re at the launch, if somebody hasn’t been following any of the content, they don’t want to know about the launch content.

So for that, we were able to say, okay, here are our close friends that are interested in this content and just be showing content to them. We didn’t necessarily say, raise your hand if you want this. It was just, we knew that was the audience that was interested in this. But the way that you positioned it is almost like a VIP pass, like a secret level of your Instagram that they would have access to. So you were sharing content that other people following your account wouldn’t have seen. They were getting behind the scene. 

Gaynete Jones

It was when deliveries relate. When I was on the phone with the manufacturer at ridiculous hours, when things weren’t working out, I was also showing them the other side that we were looking at new products, looking at samples, or when I received the 3D model. All of those things, they were able to see behind the scenes, and also the building of the website. I actually had a few of them on the close friends’ list. I had a few of them, I said, hey, the first 10 that hit yes on this story if you hit yes, I’m going to let you go behind the scenes. I’ll give you a password to look at the website before anyone else. And I want you to rescreen record what you do because I want it to watch how they moved around and help me to create a better experience for the customer as well. 

So it’s so many ways that you can do it. And I gave them a discount code that they get to purchase early if they wanted to. So there are ways that you can definitely use close friends in creative fun ways for both you and your audience. 

Jaclyn Mellone

Yes, my creative wheels are turning with this. It’s so good.

Gaynete Jones

It actually came from, I think it was Seth Godin. He called it your top 10 or something, where you find 10 people that are your super fans. And those are the ones that are going to tell 10 people that’ll tell 10 people that will tell 10 people in order to get your business to where you want it to go. So I’m like, okay, great. For this product-based business, I just want 10 people initially to go behind the scenes. And within the first 10 minutes, I had 33 people that said, no, I want to go behind the scenes. Well, it can’t hurt if we have more. So that’s how it ended up happening, and it ended up growing from there. But to this day, I still hear some behind the scenes for the next products and things I’m working through just to keep them on that journey with me.

Jaclyn Mellone

So this is a really specific question. But maybe you have a simple answer for it. Because I know we’re always encouraged to share behind the scenes in our business, now I realize with your product-based business, maybe those general audience communities for that may not be as interested but in all the businessy stuff. But they probably are still interested in some of the behind-the-scenes or picking different things. How did you decide what would be just for that VIP group? And what was still important to share with your whole community over there to bring them along for the journey? 

Gaynete Jones

Well, the other thing I was doing during this time, and I actually just stopped it as I moved but I’m going to start it back up next week. I do something called Monday Moves. So I take my audience with me behind the scenes the entire Monday. The meetings I’m on and all the things I’m doing, so they get that behind the scenes anyway. And I was showing them deliveries to businesses and stuff like that. Things that still create that excitement for the product, showing them news articles, doing behind-the-scenes interviews for magazines, and all of that. So they got behind the scenes, but they didn’t get the nitty-gritty that those who wanted to be behind the scenes got. The decision-making pieces of it all. 

Jaclyn Mellone

Okay, that’s a really good distinction. So it seems like you were the whole Gary Vee: Document, Don’t Create. Documenting what was happening was still for the whole community, but maybe analyzing what was happening or the decision-making or that next level of behind-the-scenes of the strategy of it was what you brought your VIPs long for.

Gaynete Jones

Yes. I would say the main audience. It was like a water down version of it all so they may get checklists. This is what happened today, XYZ. Whereas the others would see it and they’ll see fast like time-lapse of different meetings and things that are happening. So they knew what was happening, exciting interviews that were coming up. They knew about the Forbes article and all of those things coming prior to it even happening because they weren’t behind the scenes. And it just creates a tighter connection, and they’re more likely to share with their audience and introduce friends to your brand because they feel that closer connection. Because they have this special VIP touch with you.

Jaclyn Mellone

A hundred percent. And the only reason I’m asking it in this level of detail is, I think as people are thinking about implementing this, sometimes they get stuck in that nuance of like, well then do I stop doing this or this? And so you’ve done this so well. It’s like, okay, how do we navigate that? And I think that’s a really good barometer of how much to share at each level if that’s something they want to try out?

Okay, so let’s back it up a little bit because I think we’re all seeing and feeling how you were able to create excitement before the launch with this. And backing way, way up we started off with, okay, getting to know that person, that perfect person for your product or service. And that’s really where the whole getting them excited starts from. You’re saying even before creating the product because I’m just getting to know them as you can sell your product better. But getting to know them so you can create your product better. Breaking down now some of the strategies that you’ve just shared with us, how does that apply to something in the online space that you’ve done? Or what do you think about in terms of, okay, Marvel maybe getting people excited a year out? How far back should we go? For thinking about our own launch, what should we start to think about in terms of how to get people excited for it? 

Gaynete Jones

I actually wasn’t able to even launch any Instagram and Facebook ads. None of them was working. So I was able to do 70,000 in seven days through it anyway. But it was a disaster as far as the marketing and planning I put. And I think it was because I did all that excitement prior. So what I was doing was little things like having experts in their different niches come on live with me and speak with the audience, and get them excited and talk about their specific niche. So if someone wants to come on and talk about getting to know their customer or somebody wants to come on and talk specifically about how to create the financial pieces of it, because a lot of people forget about getting your tax ID, and all the other things that come along with building a business.

So we talked about that. Having an IP lawyer or talking about what you need to think about when it comes to trademarks, and all the copyright and all that information. So they got to speak to my team. They got to meet who I am. They got to talk and ask questions. But you’re never going to get enough when someone’s just doing a presentation and you have Q and A at the end. So it gives them a taste of what they could potentially get if they get behind their hands on this. And this was just something going on for a while. So I started talking about Cubicle Ditch Academy, I actually shared it with the membership I had at the time. And I told them first, I’m like, hey, if you come in now, that was actually how I validated the idea. I’m like, this is what I’m considering creating. 

Actually, I said, this is what I’m creating. It’s going to come out in the fall, and this is what it’s going to look like. And this is going to be the end result. If you’re interested in this, let me know and you can get it at a special rate that’s never going to happen again. And immediately, we had 20 people sign up. So I’m like, okay, this is a real thing. So from there, I’m like, and now I have to build this thing. And that’s when I had all the conversations to make sure between May and October, that it was all hashed out and just the thing that’s going to serve them best.

 So it’s validating the idea is somewhere between there as well, because I think we skipped over that in between getting to know your audience, building the offer, and putting it out there. But it’s also making sure that it’s something that people actually want and they’re willing to pay for it. And one of the best ways to figure out if someone’s willing to pay for it is to have that launch pre-launch at the beginning. Then I had a webinar at the time, in order to go into the launch night. 

Jaclyn Mellone

So good. Okay. These conversations that you were having, the interviews with different experts especially people on your team, was this happening on your podcast, or on IG live? Where were you doing these? 

Gaynete Jones

All over the place. So I had some on my podcast. I did someone on IG live. I went on Facebook. I rarely go on Facebook, but I did go on Facebook for one. And on some occasions, I actually went on there so the experts, IG, because they may have a different audience. And they’re introducing their audience to me, and vice versa. I’ll be introducing mine to them. So it’s making sure that we covered both parts of that spectrum. So one day, they’ll be on mine. The next week, maybe I’m on theirs, and that’s how we work it out. 

Jaclyn Mellone

Very cool. Now, in those conversations where are you referencing this program coming up? So clearly there is the topic of launching their business. And so you’re attracting those people, but were you planting those seeds that this was coming in? Or was it just the content itself that was going to help get them excited? 

Gaynete Jones

No, I was planting it. So I was saying, I have something exciting coming out. Make sure you’re following the page. So I’m going to be sharing more information in the future. And of course, as we got closer, it was, here’s the link to sign up for the webinar. And we dove deeper and got closer as we got closer to the launch. But at the beginning, I even had ads in between on my podcast to get people to sign up for the webinars as well. 

Jaclyn Mellone

Okay, good. Now on your podcast, before that webinar was ready, were you just saying something exciting was coming? Were you capturing their information at all, or just getting them to keep listening? 

Gaynete Jones

So I was sending them to Instagram because that’s where I knew I would be talking about it in the story. So I mentioned it. I knew the name at that point, so Cubicle Ditch Academy was catchy. Often, I get them to screenshot if they’re interested in the episode anyway. Screenshot and share it on Instagram. So when they tag me on there, I’ll just have the conversation with them on DM. So it always goes back. It goes down into DMs. Goes back to the direct messages all the time. 

Jaclyn Mellone

So true. So true. Okay, so I think we can start to see where bits and pieces of maybe what we’re doing anyway can help lead up to that excitement that something is coming. One thing I would love to know, and you may not have a process for this, but I’m just curious how your brain works around it. So you’re having these conversations that are market research or getting to know that perfect person. How are you then translating that? Because I think that’s really part of the magic of what you do, is you’re getting to know them and then getting to know them on a level where you know how to get them excited about something that’s coming. Because it’s not just telling someone that something is coming. Does not get them excited about it. 

Awareness, just does not necessarily create excitement. So there’s a nuance there. So how are you taking what they were saying? And then talking either about it in a way, or helping to draw them in to create that excitement?

Gaynete Jones 

I think we realize oftentimes our clients or who we were looking to attract is usually who we were a little while back either months or years ago. We are that person. So we already know how to speak to that person, oftentimes because we are them now. I mean, we were them at one point. So that part was a lot easier. And I always spoke to them in the DMs like we were talking about. So it wasn’t just a matter of saying, hey, it’s coming in the conversation itself. It’s like, listen, I know you sit at your desk and you’re like, this can’t be life. I know that because I used to say it. And in talking to everyone, they’ve just given me some form of that version in which either they were driving to work or they set it at their desk, or something happened. Someone popped something in their calendar at work, or someone threw some papers on their desk. And that thought came to like, this can’t be it. This can’t be life. Just sitting here, doing something every day, it’s Monday, and it’s not something that excites me. This cannot be it for me. There’s got to be more. So having that conversation and connecting on that emotional level knowing that that doesn’t have to be life.

It doesn’t mean you have to stop and quit your job. No. However, you can start exploring things that do get you excited that can be financially beneficial, and that can assist other people at the same time that gets you away from that place that makes you think, oh my goodness, this can’t be it because obviously, you’re bored there.

So getting deeply into that person’s mind at the end of the day and knowing how they’re thinking, knowing how they’re feeling. I used to be at my desk, listening to Pat Flynn and Amy Porterfield and I’m just like, oh, I cannot wait for the day where I can just do this at home, or just not be here. The more you get into the world of entrepreneurship anyway, the more other things like if you’re doing something that’s not interesting to you anyway at work. Let’s say, if your job isn’t something fulfilling to you, it becomes less important. And you start focusing more on the things you’re doing anyway.

So when you find someone, when you’re on that part of a journey and you find someone speaking in that language because that’s where I am now, you pay attention anyway. So you’re like, okay, well, what do you have to help me with that? How can you assist me to get out of this place? And that’s where it is. And obviously sharing testimonies of people I’ve worked with because I did work one-on-one prior to which something I completely skipped over. Worked one-on-one with people and helped many people leave their nine to five’s before doing Cubicle Ditch Academy anyway. 

And because of that, I had those testimonials as well. And they’ve seen people share it on their pages and that gets them excited because they see themselves in at one point. oh, I was there. How can I get where you are now? So all of that, I think plays into it. And of course, I’m talking about Cubicle Ditch Academy. But even if you’re teaching someone how to knit booties, it’s still the same process where they’re like, well, I look at it, it looks cute but I just don’t know how to begin. How do I get there? How do I have that completed piece? And it’s like, yes, I used to sit there looking at a tangled piece of yarn as well. And I’m just like, I don’t think I’ll ever be able to do it. I don’t have the patience. And these are the three steps I did that made it super easy and got me to where I needed to be in three months as an example. 

And I’m using yarn. That was probably the worst example ever. But you can see how easy it is to create excitement. As soon as you get yourself excited about what it is you’re creating and you understand who your audience is, we often lose that focus. And it’s something so simple because we often think, and when I say “we” I mean usually people that are new to this. They often are thinking about what’s the financial goal for this launch, or what they want it to look like. And while that’s super important, the micro pieces that lead up to that are so much more important. In order to get to that financial goal, you have to create excitement. In order to create excitement, you have to be excited because energy is contagious. So are you creating something you’re excited about? And if not, then figure out why, and then create something that would get you excited. Because that’s the important piece. You have to be able to sell that thing you have, and no one’s going to buy from someone who doesn’t believe in it themselves.

Jaclyn Mellone 

So true. I think that’s the extra level that you can’t fake. You have to have that natural enthusiasm for it because people are drawn to it. And if you’re not, then why are other people going to? Okay, so this is building up your sharing. It sounds like some content is very specific to letting people know that it’s coming. So maybe some of it is behind the scenes that it’s coming, others of it are content around. You said the booties were a bad example, but sometimes I feel like the most random examples are good examples. Because it’s like, okay, well, I feel like I should just sell the course on the booties. But maybe it’s talking about like, it’s backing up and be like, well, what do they need to know before you’re selling them how to make the booties? 

Gaynete Jones

How can you make it exciting? So even with booties, people may automatically think of someone who’s 70 with things, but maybe you want to create something that looks like something from Urban Outfitters. You solve this beanie and you’re like, no, let’s recreate this. I’m going to teach you how to recreate this in this webinar. Come on board, I’ll show you how to make a pattern for it, or whatever. So it’s based on how you can make it super specific and figuring out how it’s going to attract your audience. Someone that you know would be interested in this. Some may not even realize that this is what they need at the moment, but they have those feelings. Like I said, the feeling of, for me, it was that feeling of, this can’t be life. So for that person, it may be like, I’m just bored or I want to create something with my hands. I’m really good, but I don’t know what to do or maybe I’m bored of sewing and maybe I want to knit. Whatever it is, but you have to know your audience at that fundamental level in order to create that.

Jaclyn Mellone

So true. Can you think of either another example from a launch of yours and the online business side of things or even just a post or something that seemed to really help get people excited, that anticipation before you’re selling? 

Gaynete Jones

I did this one. This isn’t a regular post. This was a story. And I actually had one of my clients from my first Cubicle Ditch Academy. She was one of the people, and she ended up building, she’s actually quit her job now but she made these bangles and they have really cool edgy sayings on them like manifest that shit and things like that. Just random things on there. So she has these bangles, and I went on with my story. I said, hey guys, I have a webinar tonight. It’s for those who want to leave their job to XYZ. And I said I know most of the people following me are following for business stuff anyway. So I know my audience was looking at the stories.

So in that, I said, I’m going to give away two of these bangles. All you have to do is share the next story to your story and take me in it. And then, they can come back to my page. It’s on the links and bio. That’s probably a really messy way to describe it. Are you following me? 

Jaclyn Mellone

Yes. no, I’m totally following you. 

Gaynete Jones

Okay, perfect. So they just shared it. And from there, at the last minute, we had a hundred or two hundred new people just in that last hour or so. Because of that, a lot of people came. And I find that people are more willing or able to trust, and I probably have these numbers off because now we’re looking at a year and a half ago that I did that. But there were more than a hundred people. But people are more willing to join and purchase from something that their friends trust. And going back to the movie example, you’re more likely to watch something on Netflix, let’s say, that your friend recommended. And it’s the same thing. It’s like, okay, my friend told me that this girl has good content. She has a webinar tonight. It’s free. I might as well go on and watch. And when the pitch comes towards the end, anyway they’ve already got so much great content from you. And then the friend told them about you, so they’re more likely to purchase as well because you’ve passed that cold pitch that you would get from some people that may have seen it from an ad. 

Jaclyn Mellone

So true. So true. A funny analogy for this, but my husband and I started watching Schitt’s Creek a couple of years ago. And we watched two episodes, and I just looked at him and then I was like, these people are all awful. He’s like, [inaudible] we didn’t get it. And I was like, I don’t like any of them. I don’t understand. And so we just quit watching. And then a year later, literally everyone was telling me like, oh my God, you would love it. You have to watch it. And so I was like, okay, I will give it another chance because all these people who I really trust told me that. And we went back, and I don’t know if it was just a different frame of mind that we were in or the reassurance from people or a different perspective, but we put on that episode three and we were both cracking up. We never looked back, and now I’m completely obsessed. It’s my favorite show ever. But we never really gave it that shot. 

Gaynete Jones

My husband and I are in the same bucket as you right now. So that’s hilarious. We watched Schitt’s Creek. For us, it was four episodes. And we’re now at the stage where everyone’s like, no, it gets better with every episode. Keep watching. So we’re like, we have to start watching again because I heard the last episodes are insane. We’re only on episode four, so we’re going to start from five. But it’s the same thing. 

Jaclyn Mellone 

You got to trust. You got to trust.

Gaynete Jones

Yes, and it’s because people were telling us, you have to watch it. So you’re absolutely right. But another post that wasn’t giving something away, I find the ones that work really well are testimonials because nothing’s better than coming from the horse’s mouth as they say. So I was sharing, I had a carousel where I shared just a bunch of different people and different stages of life and business. Some people who didn’t have business ideas, to begin with, who did Cubicle Ditch Academy and left their job. Some people who are still at their job never want to leave, but Cubicle Ditch Academy allowed them to create multiple six figures. All of these different testimonials, and then at the end, I think the last slide was all the different countries that the last group of Cubicle Ditch Academy folks came from.

And that helps people realize that, hey, these people are all in different stages. There were some who were already working full-time in their business, but the program helped them grow. And I’m talking about Cubicle Ditch Academy, but it’s not a thing right now. I have not launched it in a while because I’m focused on the Best, Periodt. But just to give you an example, that post worked really well because we had a lot of people that purchased from that post. And this is after the webinar. I posted this towards the end of the launch wrap-up before the doors closed, cart closed. 

Jaclyn Mellone

So this was a testimonial post that you posted?

Gaynete Jones

Yes. It was a bunch of testimonials on a carousel with the person’s picture and name because I think that’s important too because just words aren’t. And I also had some videos. There are levels to it, and it’s the same that you will find on your website too. Just the words and the name, it could work, or just the words in quotations, it could work but it’s the lowest level of a testimonial. Then you have the words and the name, that one’s a little better. I like using @ and their Instagram handles because then if someone wants to go verify if it’s a real precedent accent, they have that opportunity too.

So after that, then it’s the photo with the handle name and the words, and then it’s a video. So what happened was we had our Facebook group going as well. What happened after it was done, I asked those that want to send video testimonials. And those are the ones I shared. 

Jaclyn Mellone

Okay, so cool. You may not remember this. It’s okay if you don’t. But do you remember what you wrote for the post? Sometimes with testimonials, it can feel like, okay, you’re posting it. But is the post going to get any engagement? Is anybody ever going to see it? Oh, here we go. Let’s pull it up. Sometimes the testimonials, those are the posts that maybe don’t get as much engagement, but they may have the most conversion. So it’s not necessarily about how many people commented or liked, but how many people saw and were swayed by it? But also to get in front of the right people, we want to get some level of engagement. 

Gaynete Jones

And that’s the thing. So this one, I’m looking at the engagement isn’t huge. It says nine comments. So there weren’t a whole lot of comments on this. However, there were 48 website taps and I had tons of people sharing. And I remember I had a lot of DMs from this one because when someone’s talking about leaving their job, that’s not necessarily something you want to put on especially since I’m from Bermuda. A small island, 21 scrim island, 65,000 people. A lot of people that are following the page are also from Bermuda. They may not want people to know that they’re looking to leave their job. So they come to the DMs and ask questions. Mind you, we have people from all over the world.

So the first post, Carousel says, what you say about your products and service doesn’t matter nearly as much as what others are saying. And then the swipe is all the people. So one says, meet Avian, it’s her testimonial. The next one says, meet Kimberly. And Kimberly is sharing a video of what he had to say about it. Meet Shantay. Shantay’s testimonial was super specific because she said her income tripled. Her Instagram grew by 600 followers. Her Facebook grew by 5,000. Her email list grew by 20-67% while working with us. So that was a short period. So then it’s Gretchen, so it’s Keema. It’s all the people that they’re meeting, Tina. And it’s just going, and it has pictures of them all. And they’re all in different stages. 

So like China, it says a Cubicle Ditch Academy student. He’s the one who actually has the bracelet, and who left her job. And then at the last one, it says, doors are open for my signature program. Closed on Tuesday. Will you be joining us? So far, these round women have joined us from, and then it’s the Bermuda flag, US, Canada, UK, Bahamas, Jamaica. It’s a few different flags there. But just sharing that excitement, because I think that creates these FOMO as well, because it’s like, oh man, okay. I wanted to sign up last time. Let me sign up now. Oh, it’s someone who’s from Ryan. Let me possibly join now.

So that’s one of the posts I’ve done. A few liked that, but I find that one works really well. Leading up to this another one that worked well was I said, do you know who you’re serving? So I shared about the target market. It was like an infographic target market served available market and your total available market. Actually, I’m teaching them in these posts leading up to the launch. It’s a lot of teaching because you want to build that trust and also let them know that you know what you’re talking about. So I find those kinds of posts were super helpful. I taught them about my three stages of launch. So it’s teaching and sharing those kinds of pieces, I find that are super beneficial to get them to really trust that. 

Jaclyn Mellone

Oh, I love the actual tangible examples. Thanks for pulling up the Instagram feed for that. And it’s such a good reminder too that, one, just snooping on someone else’s feed. They may have seen that testimonial post and nine comments and thought, oh, I shouldn’t bother doing a post like that. Where on the back end, you’re getting 48 website clicks. I think that’s an important reminder for us too, sometimes it’s not about the engagement, it’s about the conversion and looking at our stats from that. Keeping the eye on the right goals, that it’s not just about the engagement, it’s about the conversion. 

Gaynete Jones

The thing is the clicks are engagement as well. They’re engaging. They’re going through the DMs. It’s just some of the engagement you aren’t able to see, like on the surface level. And I think Instagram recently has shown that the likes and comments are some of the lower-tiered versions of what counts for the algorithm to work properly now anyway. So yes, for sure. I find some of the posts with the least likes and comments, get the most people in my DMs talking because usually the vulnerable posts where people aren’t willing to necessarily come at underneath it. But they’ll come into the DMs and say, that really touched me for X, Y reason. And for me, I never post to get a lot of likes or comments. I don’t care. I can get zero. That’s why on my main page, I have not turned off likes. I see a lot of people turn off likes now. I haven’t, because I don’t care about it. To me, as long as I can touch even if it’s one person, that’s someone I wouldn’t touch if I didn’t post that day. So that’s the important piece. And I think when you come from a place of authenticity and really caring about what it’s going to do, this thing you post, what it’s going to do for the next person, that’s when you’ve been in this whole game of online entrepreneurship anyway.  

Jaclyn Mellone

Oh, so, so true. Okay, we’re almost out of time. I hate to wrap up. I’m just loving all of this. So, okay, before we say goodbye or find out how to follow you, any last tips on getting someone excited for our offers? Anything else you want to add to that?

Gaynete Jones

And these are online offers, right? 

Jaclyn Mellone

It could be either because we didn’t get to talk as much about the other side of it with the product-based business. So whatever comes to mind. 

Gaynete Jones

So this is something I didn’t talk about, but I think it’s important as well. It’s planning out your launch properly. So I have three P’s. I have a position plan and the push phases of launch. But on my launch board, like a section of the Trello board on the Best, Periodt, for instance, I have reviews. I have influencer posts. I have a media section. I have a section for IKEA ads. I have a section from models I’ve seen online that I want to use. I have a section for different images I want to use, freebies to join the list, possible stores to come on board, media outlets that I want to reach out to. So a lot of excitement comes from that fear of missing out. I hate using the word FOMO because everyone uses it, but it really works. Because when you go, and your article, for instance, for Cubicle Ditch Academy, I was in a few newspapers, local newspapers. I did an article for Black Enterprise. I had a few different things happening, so people saw it all over the place and that made them join the webinar and things like that.

So it’s thinking outside the box and I was like, okay, I have social media. But if social media were to disappear tomorrow, how are you still talking to your audience? If your email list is within reach, how would you get to your audience? You have to think outside of email and social sometimes. And that means reaching out to the media. That means using other people’s networks. That means possibly going on speaking events, or talking on other people’s podcasts and sharing things about what it is that you have to offer outside of the main pieces that you normally would. And that’s how you’re able to do things you haven’t done because you’re obviously touching places you’ve never been before. And that’s important. So I would say the excitement comes when people see you all over. And they’re like, oh, I saw you just now on this article. Oh, this person hears you on their story. Okay, I saw you or heard about you on this podcast. Let me pay attention to what it is you have coming out because obviously, this may be a sign for me to.

You’re everywhere where I am. You know your audience, you know where those places are going to be that your audience will be. So they see you everywhere. They’re more likely to get excited and purchase. 

Jaclyn Mellone

 Love it. Okay, and that’s why I always ask that question. All right, this has been incredible today. How can we stay in touch with you?

Gaynete Jones

You can find me, again, I’d say everywhere. I am @gaynete on Instagram, Twitter, Facebook, Youtube, literally everywhere. Luckily, my name’s that unique. I didn’t have to add any numbers or underscores to it. And for the Best, Periodt side, I’m @best.periodt. And it’s bestperiodt.com for the menstrual cups. 

Jaclyn Mellone 

Okay, perfect. And we’ll put all of that in the show notes too. All right. Thank you so, so much. 

Gaynete Jones

Thank you for having me. 

Jaclyn Mellone

Can I just say, thank you so much for listening? I don’t think I’m saying it enough, but I love that you are here. If you enjoyed today’s episode, or if you’ve been getting value from this podcast, can you do me a quick favor? Head on over to iTunes and leave a rating and review. When you leave a rating and review, it basically tells iTunes that they need to spread the word and tell more people about this podcast, and I am on a mission to get the word out. I’m so grateful for your support. We want to make sure to shout you out too. So if you do leave a rating and review, keep your eyes and ears open. We will be either shouting out in the podcast or on Instagram Stories.