[155] Magnetic Marketing with Shannon Bush

Does your marketing copy sometimes just feel a bit… blah?

Like – you’re not quite sure what to say to really explain how awesome your product actually is?

In this episode, you’ll learn a key tactic that will make your product descriptions SO much more powerful and persuasive – and it’s called the benefit statement.

My guest today is Shannon Bush, who has been working with businesses of all shapes and sizes for over 10 years, helping them overhaul their messaging and grow their reach.

In this episode, we talk about her concept of magnetic, or ‘lean in’ marketing – how to draw people to you rather than pushing them away with shouty marketing tactics – and we go in-depth on the process of crafting a benefit statement for your products and business.

So get your notebook ready, and prepare to create powerful product descriptions that will tap into the wants and needs of your ideal customer, and get you more sales!

(P.S. I totally used Shannon’s tactic to write that last sentence…)



Love the show? You can show your support by:

  • Leaving a review on the C&T FB page.
  • Leaving a review on Apple Podcasts.
  • Donating a few dollars towards the costs of producing the pod.
  • Joining the Thriver Circle, which gives you access to exclusive members-only episodes (and SO much more). Without the members of the Circle, this podcast would not be possible.



Quotes and highlights from this episode:

  • You are never done with business – there are always new things to learn and try.
  • Magnetic marketing is about finding your own magnetism and creating an approach that is genuine to who you are.
  • Aim to create the “lean in effect” where people want to engage with you, find out more about your products and are drawn to you and your story.
  • Take the extra time and effort to connect with your customers and build a relationship.
  • “People buy from people – remember the human element” {Shannon}
  • Your marketing helps people understand what you sell and why they should select you rather than others in the same field.
  • Jess recommends the book “The Fortune Cookie Principle” by Bernadette Jiwa
  • “The descriptions of what you sell are critical” {Shannon}
  • Each of your products has a why. Consider why you started making, why you chose those components, why you designed your product this way.
  • “People do invest based on that perceived benefit” {Shannon}
  • When writing product descriptions outlines its features and then outline the benefits. This is wordier but it provides customers with why they need this product in their lives.
  • “Just because you are making something that doesn’t have a practical purpose doesn’t mean that people don’t need it in their lives” {Jess}
  • Use the language customers are leaving in reviews for your products to help shape your benefits text.
  • Linking statements are the words between the list of features and the list of benefits that provide extra dynamism. Examples include “so you can”, “allowing you to” and “reminding you that”.
  • With descriptions, remember to speak to the person directly and use “I” and “you” not “we” and “they”.
  • Magnetic marketing can feel very easy because you get to be “you”. Be genuine, build relationships and keep it real.



[154] The Success of Soak Society


So many business come about because the creator sees a problem, and can’t find a solution… so they create it themselves.

Soak Society is one such business. It’s founder, Natalie Thorogood, started the business a few years ago when she wanted to use bath salts without any artificial colours or fragrances. She couldn’t find what she was looking for, so she created it.

Over the next few years, Soak Society has blossomed into a boutique bath product company that is stocked all over Australia and overseas, including in a huge range of stores in Tokyo.

Natalie is a brilliant example of a young woman who saw and opportunity and jumped on it. I loved chatting with her – she’s a Sunshine Coast local, so just down the road from me, and she exhibits a wonderful down-to-earth perspective on work and life.

P.S. Are you ready for the #MakingItPodcourse? It’s a FREE 30-day course for makers in business, and I’m publishing a lesson a day on the podcast. It kicks off on July 1st!


Head over to MakingItPodcourse.com to register now for email reminders and updates throughout the course.





Love the show? You can show your support by:

  • Leaving a review on the C&T FB page.
  • Leaving a review on Apple Podcasts.
  • Donating a few dollars towards the costs of producing the pod.
  • Joining the Thriver Circle – without the members of the Circle, this podcast would not be possible.




Quotes and highlights from this episode:

  • “You don’t have to have a uni degree to start a business” {Natalie}
  • Natalie has a stockist newsletter to provide regular updates on Soak Society happenings. This is supplemented with individual points of contact via phone and email.
  • Soak Society used a PR agency for 4 months to assist with build brand awareness and build stockist list.
  • “You are paying for the contacts and experience they have” {Natalie}
  • Collaborate with others in your field and cross pollinate ideas and content through gifts with purchase, interviews and promotions.
  • Natalie uses Flaunter to compile, share and promote brand imagery, media and press releases.
  • Keeping a sustainable work/life balance is essential.
  • “There needs to be a balance and you can’t be guilty about it” {Natalie}
  • Natalie recommends the book Profit First by Mike Michalowicz.
  • “Consult with your wholesalers – they are your customers and they know what sells in their stores” {Jess}


[151] Being Boss with Emily Thompson


Have you heard of the Being Boss podcast? If so, you’ll know my guest today – one half of the BB duo – Emily Thompson.

If not, you’re in for a treat.

In this episode, I interview Emily about what it means to be the boss of your business and your life.

We cover a lot of juicy mindset topics, and we discuss Emily & Kathleen’s new book – Being Boss.

I loved talking with Emily, and I hope you get a lot out of this episode!

In other news… I introduce you to something very exciting happening on the pod in July!

Listen below to find out more!




Quotes and highlights from this episode:

  • Emily started with her first business at age 18 and her career has shifted and changed many times since then.
  • It is very unlikely that you are going to find the things you are going to do for the rest of your life early on.
  • Confidence is a muscle – the more you work it the stronger it gets.
  • “Find the ways to remind yourself that you are awesome at what you’re doing or you will figure it out along the way.” {Emily}
  • Being stuck in fear will not allow you to lead a fulfilling life and work.
  • “Confidence is something you will have to practise and you will always have to practise.” {Emily}
  • Look for proof in your past experiences of times the thing that scared you worked out.
  • Take a breather from the problem – get some perspective and change gears and then come back with fresh eyes.
  • Entrepreneurs are making it up and figuring it out as they go along.
  • “We are all experimenting. You have to be willing to do the experiments and take the risks.” {Jess}
  • The more you try the more you will fail – get comfortable with failure to allow you try new ways and new things.
  • When things are no longer fulfilling in your business it is time to let consider what you need to change to get back to fulfillment.
  • “There are times when a dream job is no longer dreamy.” {Emily}
  • Systems and process are very important to business it is important to leave space to be creative.
  • “You can systemise yourself into a rut where you don’t have the space to allow your creative juices to be flowing.” {Emily}
  • Find out more about Emily, the podcast, and the Being Boss book here.


[146] Set up Good Systems with Marina Darlow


I’ve got an epic interview for you this week!

My guest – Marina Darlow – is a systems expert & productivity geek.

An engineer by training, she helps impact-driven entrepreneurs to get 10-20 more productive hours a week, stop leaking money, and prevent stress-fuel breakdowns.

In this episode we discuss why systems matter, how they can help you become more creative, and outline a number of examples specific to makers.




Highlights and quotes from this episode:

  • Business systems are there to support you so when unexpected things happen your business does not fall apart.
  • “Good systems are what allows most people the space to create without other things infringing on it” {Marina}
  • Systems create clear boundaries in your work processes and allow you to divert your energy to important tasks with a greater focus.
  • Jess recommends the book Getting Things Done by David Allen.
  • Establish how you work best and build systems to protect and support this creative time.
  • Schedule your creative blocks for when you are most productive and have the most energy and consider this on a daily, weekly and monthly scale.
  • Marina recommends the book Deep Work by Cal Newport.
  • The energy required to switch between tasks can be significant. Schedule the time for this transition into your systems.
  • Utilise the power of ritual to start and finish work and manage transitions. This can be something very small such as packing your tools away or getting a cup of tea.
  • “Systems make you more resilient” {Marina}
  • Utilise systems to manage your time through calendars and reminders.
  • Establish systems around money to remove anxiety. Establish systems for payments, custom orders, invoicing and budgets. And make sure you check in on these regularly!
  • “You can actually find joy, excitement and motivation in tracking your money” {Jess}
  • Streamline your communications with systems to manage your materials, suppliers, marketing and team.
  • Communication templates are an invaluable system that saves time, energy and money.
  • “Have meetings with yourself and assess the elements of your business – if you never stop and do that you can never make progress on improving your systems and processes of business” {Jess}
  • Jess recommends the book The Story of Telling by Bernadette Jiwa.
  • Start setting up your systems with one small step. Avoid getting overwhelmed by focusing on the next small task, complete it, celebrate, and repeat the process.
  • If you are stuck on which system to start first, visit Marina’s website for her tips and take her free mini-course.
  • Loved this episode? Keep an ear out for Marina’s upcoming podcast Systems Meet Humanity which features me as a guest.



[145] Erin Dollar of Cotton & Flax


My guest today is the inspirational Erin Dollar.

Erin is a textile and surface pattern designer who specialises in minimalist designs with an eco-friendly focus.

She creates boldly patterned home decor for Cotton & Flax, which she founded in 2012.

In this episode, we have an in-depth chat about her business journey, her thoughts on social media, time management, business direction, and much more.

BONUS: Erin is going to be joining me and the Thriver Circle community for a live chat on Tuesday the 24th of April at 10am, AEST (the time in Brisbane, Australia). If you’d like to join us for that, make sure you’re a member of the Circle, and look for the event in the Circle FB group.




Love the show? You can show your support by:

  • Leaving a review on the C&T FB page.
  • Leaving a review on iTunes.
  • Donating a few dollars towards the costs of producing the pod.
  • Joining the Thriver Circle – without the members of the Circle, this podcast would not be possible.



Quotes and Highlights in this episode:

  • The focus of Erin’s business has evolved over the years.
  • “There is something really interesting in looking at the micro-level of your business and making a plan to shift and pivot to follow what is successful.” {Erin}
  • Moving into design allows for artworks to become more accessible at a lower price point and can open up avenue for collaboration.
  • Your business focus will ebb and flow over the years with periods of higher and lower creativity.
  • “It’s okay to have seasons of fluctuation.” {Jess}
  • As your business grows moderation is important to avoid burnout.
  • Setting clear boundaries and maintaining a work/life balance create a sustainable business.
  • “Build some boundaries into your workflow where you can early in the process.” {Erin}
  • Social media can be a powerful business tool but be wary of comparing yourself to others.
  • Create authentic connections and build a community for the long haul.
  • “Your website and your mailing list are the two tools you can really control.” {Jess}
  • “Don’t rush. There is going to be time for all the amazing things you want to put out into the world.” {Erin}




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