Hey, friend. Welcome back. We are going to just get right into part two of my guest chat with Janice Hustiger, and right where we left off last time was where she said, "If you're not clear on who your target audience is, no one's going to buy from you." So here we go
Stacy: I think it's moved on from , where it's like, "Where do they shop? What do they..." You know? And it's like, okay, so most people shop at Target. That doesn't mean they're my ideal customer, right?
Janice Hostager: Right
Stacy: will say, "Oh, everyone. My product is for everyone."
And that's, that's true for some things, like maybe gum, but my husband doesn't chew gum, so you know. You still, you still have to know a little bit more than that
Janice Hostager: Right. Yeah. Yeah. . But the, the way I [00:01:00] think about it too is that y- you're not g- you don't want to invest in marketing Facebook ads to everyone because only some of those people are gonna buy from you. So you wanna figure out who's gonna, who's the best, what's the best return on your investment, right?
And s- and until you've got that narrow, you're gonna spend a lot of money on ads that are g- are going to the wrong person. that's probably changed now 'cause Facebook is, does a lot of the own, their own, um, uh, targeting,
Stacy: Right. Right. Yes, but that poses its own problem too, where you need to know how to communicate with Meta
Janice Hostager: Right.
Stacy: who your person is.
Janice Hostager: Yeah
Stacy: because if you're brand new or you don't have ad experience, they don't know. They learn from your marketing, your messaging, your creative, who's responding. That's how they learn, and without all of that, they don't know.
So you could have completely wrong messaging, [00:02:00] and they're gonna send you the wrong people. So they're good at it, but they need, they need instruction.
Janice Hostager: Right, right
Stacy: So what would you say most people ... Not most people. What would you say a lot of people struggle with the most as far as marketing? Is it not understanding how it works, or is it actually doing it?
Is it the strategy or the, uh, implementation?
Janice Hostager: Oh, great question. would say probably... Oh, gosh, probably some of both.
Stacy: Yeah
Janice Hostager: I work with-- So, now I set this whole process up to work with, like, so solopreneurs could, could do it. You know, I wanted this to be something that, uh, would simplify it. uh, that's why I did the Trail to the Sale in the first place, is I want this, wanted this to be really a, a simple way to understand what you need to start with, what comes next, what comes after that, so that you're not just trying to [00:03:00] do all the time, which is what I ran into for my own business.
Even though I had years of marketing experience in agencies and whatnot, um, you know, when it got, when it was just me on my own, it was like, well, I can't hire a photographer. I can't, It's like, 'cause I wasn't making any money at the time and I can't, you know, um, a videographer. I can't do all these things that I would've done if I was still in the agency, right?
So I had to get scrappy with everything. And so I also had to narrow down my focus because I couldn't be on all the social media platforms. I had to only be, pick where my client was. So it forced me, in order to grab control over the marketing, it forced me to set up this so I would say one of the things that I see oftentimes is that people just throw marketing into one bucket. They'll say, "Okay, for marketing, I'm gonna promote myself on social media, and then I'm gonna, you know, do some PR, and I'm gonna [00:04:00] do this." And, and in their mind, it's all in that same bucket, creates just a lot of marketing soup. You know? It doesn't, it doesn't h- doesn't talk to people where they are on the trail at the right time, in the right way, I think that's where I see struggle.
Stacy: So they, they don't know the difference between each type of marketing.
Janice Hostager: Right.
I mean, because if you posted an ad or if you put, put a post on, on, on Meta and you said, "I'm gonna-- I want you to buy my, you know, $900 course," you're probably not gonna get a lot of sales from that ad, right? Would you agree?
Stacy: I totally agree
Janice Hostager: Yeah. Right? So because it's the wrong message at the wrong time.
Stacy: Right. Right. Be- I would agree because what, what, what's your reason? Why do you ag- why is that?
Janice Hostager: Because they don't know, like, and trust you at that
Stacy: Right, because it's just a cold. Like,
Janice Hostager: Right, cold audience
Stacy: you don't know who I am. You've never seen me. You don't know [00:05:00] anything about me, but buy my $900 thing."
Janice Hostager: Yes. Yeah, yeah. So
Stacy: Yeah. That's exactly what, what happens, and so, d- uh, you know, and then people put money behind it. I mean, it's bad enough to put your, your own work, sweat into creating the image and all of the, post and sitting over it and should I say this? Should I say that? And you finally get the nerve to put it out there, and this is just organically,
Janice Hostager: Right
Stacy: and then you see, A, no one saw it, maybe four people saw it, and B, well, of those four people, how come they didn't all buy it?
It's great. It's great.
Janice Hostager: Yeah. Yeah
Stacy: Well, yeah, 'cause they don't know who you are, and so then people say, "Okay, well I'll just do ads to that same process."
Janice Hostager: Right
Stacy: then, yeah, and then I get, "Ads don't work." It's like, oh, yeah, I know. I get it. You... Yeah. Ads don't make [00:06:00] people all of a sudden know you
Janice Hostager: Right.
Stacy: unless... Yeah, right. You have to start with, with awareness ads.
You need to get out there and put money behind people getting to know who you are first.
Janice Hostager: Right,
Stacy: don't propose on the first date. Yes. Yes
Janice Hostager: I tell to every salesperson that comes to my door, like selling pest control or something. It's like, "You know, you're working really hard. I can see you're sweating," 'cause I live in Texas, it's just hotter than heck here. And, you know, they come to my door and I'm like, "I don't know you.
I don't trust you. I-- why would you think I would buy this?"
Stacy: I know
Janice Hostager: you know, um, I feel like just as
Stacy: I know.
Janice Hostager: whatnot. But yeah, so
Stacy: I know. I was in a MLM and, years ago, and the teachings, buy my stuff, buy my stuff, buy my stuff, buy my stuff, buy my stuff, where [00:07:00] people are, like, literally hiding from you at the mailbox.
And I was all in. I was, like, all in. Like, I was that person people were hiding from. And I just was following everyone that had done it, and I was, uh, very coachable, and it didn't work.
Janice Hostager: Yeah
Stacy: I have this block now where Like, I don't want to annoy people by selling, I'm one of those people that, "Okay, how much awareness do I need to do before I actually say, 'Hey, I actually have services and products too.'"
Janice Hostager: Oh, right. So
Stacy: I, I, yeah
Janice Hostager: Okay. Yeah, yeah.
Stacy: Yes
Janice Hostager: and there is a time and a place for everything, and yeah, we do have to sell. That's what keeps our business open, and I think most people appreciate that. I mean, we can't just give everyth- thing away for free. That we... As much as I would like to and you would like to, you know, it's like we do have lights to keep on. We, that's our reason for functioning,[00:08:00]
Stacy: Yeah.
Janice Hostager: it's to make money, so
Stacy: Yeah, So let's change topics before we wrap up,
. You give to nonprofit, to an organization every sale you make.
Janice Hostager: Mm-hmm.
Stacy: I love that. I think that's beautiful, I really wanna start implementing that in my business.
Can you tell me how that started you do, and
Janice Hostager: Sure
Stacy: bit about that.
Janice Hostager: Okay. Um, I started-- I've always just had a heart for that, in other third world countries that struggled. And I think one of the most impactful trips for me was going to Haiti after the, um, earthquake, and I brought, um, a whole group of teenagers, like... Yeah, a whole group of teenagers with us. Um, you know, talking to a mother who watched her child die from malnutrition while she was holding it, you know, and she had been trying, but she had no money, [00:09:00] no food. and it's, it's comp- it's a complicated thing, right? Because we, uh, Haiti is a c- a very complicated situation. they, uh, were getting, uh, you know, funding from other countries, including United States, and the black market would pick up that funding and, or the cl- whatever it was, food, whatever, and then take it away. So they wouldn't, the people really in need didn't see it. I think I, what I saw were a lot of people that were, you know, selling water and selling, just trying to make a living out of something. And to me, I said, you know, thought to myself, you know, if they just had a little bit of marketing help, you know, they
Stacy: Yeah
Janice Hostager: they could, they would realize that, you know, they're selling commodity items and that they're, everybody's the same and, you know, if they just had a little bit more education, they could provide for themselves. Haiti is more complicated than [00:10:00] that because one of the things that happened is when they started getting aid from other countries, then they didn't... If they're, if somebody's sending them bread, they don't, the bakers in Haiti aren't gonna sell any, right? So, there's, you know, if they're, somebody's sending them vegetables, the people that are growing them in Haiti aren't
Stacy: Oh, yeah
Janice Hostager: right?
So it got, it was very complicated from there. And then of course, politically and of course there, there's the earthquake, and then there was a hurricane and I mean, there's, it just, it's, hard, hard, hard. But anyway, yes, I think just talking to that mother and realizing how incredibly blessed I am, and then taking a trip to Kenya and, and going to the slums there and just seeing, um, you know, people that were just still full of joy.
You know, just wonderful people that were struggling. And it made me realize that I, I can do, I can't do a lot here, but I can do some things. And so I [00:11:00] give to organizations that help care f- you know, medical organization is one of 'em, just other organizations that care for, um, people and, and do microloans for people in third world countries and stuff like that.
So how, how that started. But it's, it's a passion of, it's like- It's not a secret passion of mine, but it's a passion of mine that, I mean, I can't probably go and travel to countries all the time and, and do that type of work, but I can do my part, which is just give a small percentage of what I, what I take in.
So I know, right? Uh
Stacy: No, I love it. I absolutely love it, and that's kind of what I'm always saying is, like, women, as women, we are givers and nurturers, and I hate to generalize and stereotype, but it's true. And so the more money that women make, the better the world would be. That's w- my belief, and I love that [00:12:00] because I see, you know, we, we give.
We like to give. We wanna help. And yeah, so I said it. I stereotyped and I generalized, but I'll stick with it.
Janice Hostager: yeah. Go for it.
Stacy: So nice. So okay, well let's wrap up. I want, I want you to share with our audience what, um, where they can find you, and if they are feeling like, "Yeah, I need a fractional CMO," where d- d- share with us , where you are.
Janice Hostager: Sure. You could just
Stacy: I'm so eloquent
Janice Hostager: J-- You can just go to janoshostager.com, and it's just H-O-S-T... It's like the word hostage with an R at the end. um, if you go to, uh, I also have a map on there, a quick start map of the Trail to the Sale
Stacy: I will be putting all of this in the show notes, so don't worry about if you're driving along that you need to write down that last name or remember any of [00:13:00] that. So you have this wonderful gift that you will give, and I, well, yeah. Well
Janice Hostager: too that a fractional p- fractional CMO is just part of what I do. I also work with small businesses too. So, um, don't feel as though because I do this for larger organizations that this couldn't benefit, um, a solopreneur too, because that's what I created it for additionally.
Was myself actually, but, come in handy for others as well, so
Stacy: Well, nice. Well, thank you so much.
Janice Hostager: Thank
Stacy: the way, this shouldn't be a by the way. Well, this'll be in the intro, but thank you for being my first guest.
Janice Hostager: Oh, I am so honored. I really am.
Stacy: It means a lot to me and, um, yeah, always such a pleasure to talk to you
Janice Hostager: Right. Thanks so much, Stacy. I appreciate it
Stacy: Thank you.
So that's a wrap. Thank you so much for listening and for all of Janice's information, [00:14:00] check out the show notes and we'll see you next time on Facebook Ads Quick Tips. Bye.
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