Baking it Down with Sugar Cookie Marketing 🍪
👋 Hey - Heather and Corrie here with the Baking it Down Podcast with Sugar Cookie Marketing (a group on Facebook full of sugar cookiers turned business owners).
🍪 We're here to help you rise with your reach, flood with new followers, bake up new ideas, and make that all-important dough (while makin' that dough - see the pun there?)
🤑. What’s it about? We’re a Facebook Group turned Podcast, Membership, Book Club, and Baking 101 that’s dedicated to assisting bakers in effectively marketing online to generate more sales and better manage their businesses.
🧠 With free Facebook Live classes, hundreds of resources, and thousands of like-minded bakers, there’s a lot to learn in "SCM" (aka Sugar Cookie Marketing). ️🎧 As an extension of our Facebook group, this podcast is here to let you learn by listening. 📈 We'll cover group topics, marketing trends, and more (leaving this wide open in case Corrie wants to start singing).
💸 We take the sweet art of selling online to the cottage bakery world with marketing methods that move products (and pastries).👂 So open up those glorious ear canals because we have a podcast! Just when you’ve thought you’ve “heard” it all with those marketing "miracle" twins (that's our last name - not a proclamation), we’ve got something just for you each week!
🥣 As a baker, you don't always have the luxury of two hands needed to scroll in Sugar Cookie Marketing Group or crack open a book in Sugar Cookie Bookies, but what you can do is listen (unless you're my kid asking “what’s for dinner” for the millionth time).
👐 Hands full of flour? No problem! 👍 18 dozen iced cookies due tomorrow? Let’s do this. The Baking it Down Podcast by Sugar Cookie Marketing is a weekly podcast geared toward helping you grow your bakery business - dropping (almost) every Tuesday.
📅 We choose a topic each week that's either something new and emerging in the world of social media or something that we saw in "The Group" that was a hot topic and we bake it down... I mean, "break" it down for you. 🗯️ What you can expect in the podcast is about an hour of chit-chat with the meat and potatoes right at the beginning of the episode.
🥔 That’s when we dive into the marketing topic of the week! 📞 Oh yeah, folks can call / text / email in with their questions too - a fun way to hear from other bakers out there.
Our promises to you:
1️⃣ We always make it clean = no cursing. We understand that you are busy and could be around little ones while also trying to get your weekly dose of business growth so we make sure that each episode would make our grandma proud and keep it clean so you can listen while also living your life.
2️⃣ We always make it fun. There’s a lot of negativity in the world so we try and make the podcast an upbeat and fun learning experience for you. I mean, we try to make the Instagram updates and changes as happy as we can, but come on Instagram! Give it a rest! No more changes!
3️⃣ Other than that, we take a positive approach to marketing We are also *not* professional podcasters. I feel like we need to say this because, hey, sometimes we get giggles! We do our best to extend our marketing knowledge to you all free of charge each week at the cost of listening to our higher-than-normal pitched voices and the occasional giggle spree.
4️⃣ You can find the podcast on all the major platforms and you can typically expect a new episode each Tuesday afternoon (unless life happens). We invite everyone to listen.
Either start from the beginning or work backward! The episodes don’t build off themselves so you won’t be confused hearing one before the other. You just might miss new Lives we mention but you can always catch the replay in the Sugar Cookie Marketing Group on Facebook!
Baking it Down with Sugar Cookie Marketing 🍪
128. Baking it Down - the Pricing Dance
💃 The Pricing Dance
When's the perfect time to introduce price into the "cookie conversation"? Is it message one, 👋 "Hello, my name is $68 dollars a dozen?" Or is it after 50 messages when you've spent days (maybe even a week?) mocking up, designing, ordering cutters, and checking gel colors you've got, only for the client to turn "tire kicker" and say it's a bit out of their budget? 👟
Yikes to both scenarios.
That's the topic of today's podcast - the delicate pricing dance. You know, that perfect time when both value proposition meets budget, and the client has zero price objections as you two run off into the sunset to lead a happy, long, icing-filled life together as baker and buyer.
The last thing we want is to scare the client away with sticker shock, but we also don't want the client to turn into a "convince me why I should" pen pal as you waste time trying to make a sale that was dead in the water before it even started.
Imagine the sales funnel like dating - and the marriage is when the client makes a purchase. 💍 You'd call someone crazy if they were dating for 40 years hoping for a marriage proposal, right?
👰 "Maybe next year they'll propose." Or um - more likely they won't. They didn't for the last 40 years. In those 40 years, you could have been dating viable partners who did have marriage as their ultimate goal. Those were the ideal partners worth spending time on (just not 40 years).
💒 It's the same concept when it comes to "dating" a potential client for too long. You could be woo-ing a client willing to give you their checkbook for the perfect set, but instead, you're trying to convince this commitment-shy Facebook lead that your half dozen, simple designs, waived rush-fee order is worth $25. 😑
🤔 Okay bet, I'll go with "Hello, my name is 'out of your budget likely,' how are you?"
Hilarious - but not the solution either. 1️⃣ As my therapist says, the right answer usually lies between "on and off," "black and white," and "1 and 0." 0️⃣ There's feeling out the client, understanding what their "okay I'll buy" trigger is, adding enough value, but also keeping the emergency parachute within arms reach for easy deployment to fly onto the next more likely sale. 🪂
🔑 The key is adding value up-front. You can do this by:
- 🔑 Posting completed sets consistently on social media
- 🔑 Getting good reviews on review sites
- 🔑 Brushing up on better photography (we buy with our eyes)
- 🔑 Having your price per dozen easily viewable by potential clients
- 🔑 Exceeding in customer service, packaging, and product
♟ What you want to do is move every pricing chess piece before you budget on price. The key to making sales is NOT lowering your price. Yes - there is an argument for discount strategies - but not long-term (check out the JP Penney story if you doubt me).
👂 Snag this podcast on any major podcast player (Spotify, Apple Music, Audible, Amazon Music, or your desktop) by clickin' here - Episode 128 - The Pricing Dance.
