80: Launching 101 (+ Why Launching Is For YOU) with Shannon Vonderach
Lauren Tilden
Welcome back to Making Good, the podcast for small businesses who want to make a big impact. I'm your host, Lauren Tilden. And this episode 80. Today's episode is with my friend Shannon Vonderach, also known as Mrs. Vondy.
Today we're going to be talking all about launching and why no matter what kind of business you have, launching is for you. This is a really good episode, but a couple of things first before we jump in.
First, if you struggle with what to say in your marketing, I have an awesome free resource for you. This is a free workbook that will help you come up with a lot of content ideas that your audience is guaranteed to love, to download it for free head to makinggoodpodcast.com/content. Second, I invite you to join other values driven small business owners for inspiration, accountability and lots of business and marketing strategy. In the good business community on Facebook. The link will be in the show notes or you can go to makinggoodpodcast.com/community to be redirected. Finally, if you enjoy this podcast, there are a few ways that you can help to spread the love. First, I would be so honored if you would leave a review on Apple podcasts or Stitcher to help others find the podcast. And second if you take a screenshot while you're listening and tag me on Instagram @LaurenTilden I would so love to connect with you and cheer you on.
Okay, so let's talk about today's episode. My guest is Shannon Vonderach, also known as Mrs. Vondy, Shannon is an email and launch strategist on a mission to bring that You've Got Mail feeling back to email. She helps busy entrepreneurs by offering done for you email list management and VIP intensives. Besides being dubbed an email queen, she has owned a photography business with her husband for over 10 years. And she serves as a business coach for wedding vendors who want to book better clients. In this episode, we discussed all things launching, what is launching, who is for and what is the launch entail? Shannon takes us behind the scenes of a recent launch. And we talked about how to evaluate a launch after the fact. She talks about some of the positive things that can come out of launching aside from the revenue, why email marketing matters and how to bring that You've Got Mail feeling back to email, how to run multiple businesses at the same time and much more.
In our conversation, you'll hear us refer to some technical issues on my end. Hopefully we resolve them and you won't actually notice them here in the recording. If you love this episode, as much as I loved recording it, I wanted to let you know that Shannon and I and a few of our other small business friends have a super fun collaboration in the works. We are still ironing out the details, but make sure you're following along with both Shannon and I, and on our email lists just to be safe so that we can keep you updated when more details are available. Okay, this one is so so so good. Let's get into my conversation with Shannon. Shannon, welcome to the podcast.
Shannon Vonderach
Hey, Lauren. Thanks for having me.
Lauren Tilden
I'm so excited. I feel like this is long overdue. We've known each other for several months now. And I always love listening to everything you share on Clubhouse and just online in general. So really excited to pick your brain.
Shannon Vonderach
Oh, thank you. That's so nice.
Lauren Tilden
I want to have you introduce yourself. And I especially want to know about I know you have two different businesses. And that's gonna be part of our conversation today. But we'd love to hear about, you know, how you got started in the photography business and what that looks like. And then also some about your email business.
Shannon Vonderach
Yeah. Well, thanks again for having me. I'm really excited to be here. And yeah, I'm an email and launch strategist. And then yeah, my story's a little crazy. So I'll try and give you the short version. But essentially, I had been running a wedding photography business for 10 years when COVID hit. And a friend of mine actually needed help with her email business. And so she had two little kids at home, she was just slammed and I'm like, What can I do? I have no weddings on the count for the foreseeable future. And I realized helping her, I mean, I always knew I needed an email list and I had an email as I just didn't really use it very regularly or properly. And so just helping her I kind of discovered this passion and love for email that like I've really always had. I mean, I'm, I know that we have talked about that, you know, we were old enough to remember dial up and being excited to get that You've Got Mail sound and so I've always loved emails.
I've always loved it, but I just never really understood how it would fit into my business. So after helping my friend I thought you know what I'm gonna give I'm just gonna try it. Let's just find out what happens. So I sent one email to my list and I made $2,600. So I was like, huh, this can't be real. I think this is a fluke. So I sent another three emails to that same list, I made another $1,400. And I was like, Okay, do people know about this? Do they understand this exists? Because this is crazy.
So I realized as doing more research and all that, that there aren't really a ton of like email obsesses, helping small businesses with this kind of thing. I mean, sure, there's like courses and things like that. But there's really no one like helping with done for you services. So that's really when Mrs. Vondy Emails was born. I was like, you know what? I talked to my friend, I was like, Hey, is it cool? If I do my own, she was like, yeah, of course, because she really wasn't at a spot to hire me. And so it was like, perfect, kind of just start out on my own. And now I've kind of fallen into in love with launching. And I know, we're gonna go deeper into that today. But so now that the world's opening back up, I have weddings are back. So that's definitely keeping my weekends filled for the foreseeable future. But I was also noticing another little hole in the wedding space. That like, there's just a lot of trauma we're all dealing with from last year. And so I couldn't not help. So now I'm also offering some business coaching for wedding professionals, because it is something I've been doing 11 years now. So I'm like, you know, what if I can help them book better clients and have a better business and learn more about emails, like, I'm all for that. So that's kind of my crazy, multi passionate story for you.
Lauren Tilden
Okay, I am so, I'm even more excited. I don't think I knew you were doing the business coaching. But like, I also have three sections to my business, stationery line, the store and like marketing stuff. And I have a really hard time balancing them all. So I am really excited to hear how you do it. Okay, really excited to get into this, we're not going to spend a ton of time on email, because I just there's some other topics that I really want to pick your brain about. But I do want to just take the opportunity to remind people that email marketing is so important. You shared some really incredible results you had right off the bat. Do you just want to talk a little bit about why every small business owner should have a email list? And I mean, sort of like very intro tips you have for someone maybe right, who's brand new?
Shannon Vonderach
Yeah, for sure. I mean, honestly, the biggest one is, you know, you don't own your social media. Like I mean, how often do we have, especially lately, I feel like Instagram's just been glitching. And it's like, what would happen? If I couldn't contact? Like, even when we DM I'm like, how would I contact Lauren? And I'm like, wait, I have her email, like, it's all good. So like, that's obviously a really big reason to have collect emails, but honestly, it's a direct line to your clients, or customers or whoever you're working with to. And I also just, I mean, I get DMS all the time have I actually missed an email recently, because I was on vacation, and I just forgot to set one up. And one of my friends was like, Hey, I didn't get an email Did you forget to send it and like, you know, it's just, it's just a really cool way to connect with people on a different level that isn't the same that everyone else is doing. So I think those are some really great reasons to get into it. And obviously, making more money is great, too, because, sales. And then what's the stat to maybe you know, more than I do learn but like the what is it 6% of your audience sees your Instagram and what is it 20% on average opens your email. So it's like, that's a way better return on your investment of time.
Lauren Tilden
Yeah, totally. Yeah. I love these points. And I also want to call attention to something you said in the intro, which is, you want to help people bring back that You've Got Mail feeling from like AOL dial up days, which if someone is, let's say, for example, not as old as I am, who doesn't like really know what that means, like, it's really all about just like, we want people to see our emails in their inbox and feel like genuinely excited to open them and feel like there's something really awesome waiting for them. And then obviously, for when they open it, to, feel that that promise has been fulfilled. I think there's probably some people listening who are like, well, how on earth could I do that with an email? Could you just share a little bit about your approach? Like how do you create that kind of like getting excited? Like, oh my gosh, this is so great feeling with the emails that you send to your list, like creating an email that is so good that when you miss it for one week, you have people say, Hey, where's my email? Like that's cool. So how do you, like how does that work for you?
Shannon Vonderach
So for me, I tend to try and just do a good balance of different things in my email. So I know a lot of people think email is just selling and while it can, you can sell in every email if you want to. It's your email list, you can do whatever you want. And that's kind of the other fun thing, right? There's no real rules. I mean, obviously, like basic rules, but nothing like you know, you can't write this or you can't say that it's your email list. But I also like to include fun things too. So like, I'll include, like, I did one email one week, that was like different yogas I like on YouTube. And there it was, people loved it, or I'll talk about enneagram or I'll talk about something fun. And then I'll talk about email tips, or I'll talk about business things are just, you can intertwine a lot of these things so it's personal and it's exciting for the person, because it's something they didn't know, you can tell a really cool story.
But you can also drive that back to whatever you are offering or what your business's about, or just even make them feel good. Like I love making people feel like happy and like, just if I make them smile, like that makes me happy. So it's, I just always try and think of like, what would make me feel good? How can I present this in a way that's positive? Because obviously, we all deal with things that are a little bit negative in the world, especially this past year, things have been really tricky. So it's like, how can I take what's been tricky and look at it in a better light, right? Like, how can I make it look better? And feel better for somebody who might also be feeling the same way you're feeling discouraged or struggling with something in business or something like that? Does that kind of make sense?
Lauren Tilden
Totally. And I feel like part of that, which I think you touched on a little bit. It's like the way that you present that information to it's not being corporately, and like big words and fancy jargon. Like, it's about talking to your friend. And like, really imagine that you're writing? Like, I would write an email right now I could imagine it was Shannon. And like, I would try to use the same language and like, energy that I would put into a communication with a friend as I would to my email list.
Shannon Vonderach
Sorry, go ahead.
Lauren Tilden
I was just gonna say ultimately, when you open an email, it's just you reading and it's not you in an auditorium of 5000 people on the email list or whatever. It's like, exactly, just you.
Shannon Vonderach
Yeah, I was actually exactly what I was gonna say like it. When I write my emails, I think of one person in mind, I try not to, like write it to Hey, everyone. I'll be like, hey, I'll like if I'm really stumped. I'll go through my list. And there's always one person I know that's on there. And I'm like, Hey, Lauren, like, I hope you're doing great. You know, obviously, I wouldn't say I hope you didn't. Great. Sorry. I don't know why. So that I guess I'm thinking my inbox. But I would just say like, you know, have you been feeling this way recently? Because let me tell you, I have and here's what helped me feel better, you know, are just like, how can you make it personal? And not just like, you're saying corporate and like, Hey, you have to, you know, buy my stuff? Or just sounds so sleazy. Just be do and it's, your people are going to love it.
Lauren Tilden
Yeah. Or like, something just sparked for me is like, if you were to be launching something, which we're going to be talking about, you wouldn't say, or you shouldn't say in my opinion, something like, we are so pleased that we have a new product to announce to you today, like and you actually will get email, like a lot of emails like this, because people don't really understand how to do email marketing effectively. Instead, you would want to say something in your own voice that is like, oh, my gosh, I am so excited about what I have to share with you today. Like, if that's how you talk, if it's not like say something that would be genuinely you. So it's really an opportunity to just like translate how you speak into words and don't try to upgrade or censor or make it fancier.
Shannon Vonderach
100% Agree.
Lauren Tilden
Okay, so let's talk about running multiple businesses. This is obviously not something that everyone's going to relate to. But I think for those who do have multiple businesses or have multiple, like, very separate arms to their business, it's something there's not a lot of like content out there about how to do it effectively how to manage. So do you like, what is it like to ru, I guess so it sounds like you have three like pretty disparate arms to your business. What is it like to run on three? Do you have any tips for doing that effectively for any of us who also have multiple businesses or arm store business and may not always feel like we're doing it that well? Yeah, looking for a friend.
Shannon Vonderach
I know, right? Friends me, yeah, I mean, obviously, it's challenging, right? Like, you know, it's not always easy. And but honestly, at the end of the day, I realize I love running a business. Like I love running a business. It's one of when I became a photographer, a million years ago, officially, like officially a paid professional photographer. I was like, oh, I'm gonna just take pretty pictures. And then I realized that no, it's running a business. And so it took me years to figure that out.
And so I would obviously recommend if you're starting, thinking of starting a new business, make sure your first one is like working or if it's not working, what isn't working, and like really identify those things so that you're not bringing that into your second business, because then you're just going to overwhelm yourself and overstretch yourself. I had, luckily had a relatively like, very successful full time wedding photography business with my husband. And so we were able, when I started a new one, it actually came pretty easy to me at first, and obviously, you hit the same business struggles. I'm sure you can relate to this learn, you hit the same business struggles in your business over and over, you just hit them at a different level every time. But I heard something the other day that was like, if you've overcome that once in your business, you know, you can do it. So if you're at a tough level, again, if you're leveling up, you can overcome it.
So things I recommend doing when running multiple businesses at the same time is what has saved me is outsourcing like 100%, outsource anything you can. I have an amazing VA who I could not do most of this stuff without. And then setting up systems in your businesses to especially like I said, making sure that the first one is really set up well and like your systems are going because that's the only reason I can keep my photography business going right now is that it's kind of on autopilot. Like I've done it so many times I know what I'm doing. And that goes into another tip, which would be workflows, making sure those are set up. And I always, I use Asana to organize everything. So I recommend finding, a great, a lot of people use ClickUp, I'm sure you use something to learn just something to organize all of your tasks, so that you're not going wait, did I forget the deadline for this client? Or did I forget to send something or what have you that way you're you're as organized as you can be.
Such good tips. Do you have like, in terms of just dividing your time up? So you know, we have our weekdays, you might work on the weekends too. But like is it like these two days a week you do this business? Or is it more fluid just like what needs to get done gets done kind of thing?
Yeah, I wish I was that organized. I mean, I feel like I'm a somewhat organized compared to maybe above average organized, I guess I should say, but not like, you know, excellent at organization. But yeah, I do. Weekends are usually for weddings. And then you know, I try in the few I have off, sometimes I'll just work on other things. I am trying really hard to not constantly be working too. So that's also been a little tricky. But really just outsourcing, like I said, having my VA kind of managing some things for me and letting me know like, what are like if somebody's emailed and I usually see them, but if I like missed it, or she can handle it, that's awesome. So that way, it's like one less thing I have to think about. But yeah, I mean, it can definitely be challenging to figure out how best to do it. But I'm very intuitive too. So I tend to work a little bit more flowy than some, which I know is kind of not the standard in the the space we're in. I feel like everyone wants a system or checklist for everything. And I've kind of had to come to terms with it's okay, that I do it differently. If it works for me, that's okay.
So I say just figure out what works for you. So if you are somebody who needs a rigid structure, set it up, that'll work for you. But if you're kind of more like me, and you're like, you know what, I'm going to work more fluidly. Just let it go, you know, let go of that control of worrying what other people are doing.
Lauren Tilden
Totally. Yeah, I've heard you talk about coming to terms of just being a little more intuitive. And in the moment when it comes to content creation. And that's something I really relate to. Also, like I do create some things in advanced podcasting, you kind of have to, for example, but a lot of my emails and social media posts like I, it just feels more right to me to kind of do it more in the moment and just kind of articulate what I'm feeling right then rather than like planet ages in advance, and like not even remember what I wrote when it comes out. So yeah, I like the permission that you give people. So just really lean into what works best for you and how it feels. And yeah, if it's working like don't, if it ain't broke, don't fix it.
Shannon Vonderach
And I mean, I had to give myself that permission to I'm like you, like I see people that are like, you know, I think actually just heard this on a podcast this morning that somebody was like, if I don't plan my stuff out, I'm stressed out and I'm like, Well, I am too a little but I'm also like, I got to do what works for me. I can't, you know, it's like those ones. I'm sure you see those ones that they're like, do this wake up at this time. Don't touch your phone, workout shower, like all those rules. And I'm like who made these? That may not work for everyone. And I personally had to give myself that permission and I hope other people will also give themselves that permission to figure out what works for them and not be like, Oh, would it work? But you know, could I be better? If I did it like this random person? I don't know that well, like, no, just do what works like stop making it harder.
Lauren Tilden
Yeah, totally. Do you have any tips for or just any guidance on anyone who might be thinking about starting a secondary business or a third business? Is there? Are there certain types of industry or types of people that you would especially recommend this to? Or not for? Or is it just kind of, like, do what feels right for you.
Shannon Vonderach
I mean, obviously, I love doing what feels right for you. But I also feel like kind of anyone can do it, it's just you have to have that motivation and drive. And I think you have to really, like I said, love business. And I mean, gosh, there's people who have probably done it without loving certain things, or just hire the right people are that kind of thing. But you, you have to really assess what you're good at, what your strengths are, and what your weaknesses are, and hire for your weaknesses, and, you know, fill in the gaps there. But like I said, I, I'm sure anyone can do it.
But I think it's truly important that you love running a business and that you like, again, I can't say this enough, I feel like is just making sure your first one is set up, right. Because if it's not, and you start a second, your things are gonna fall through the cracks, and they both could crumble. So you just want to be sure you're built on, you know, a good foundation, and then moving forward, you can move into that kind of thing. And again, that's not the set rule. I'm kind of did this not expecting to run a whole new business? When I did, but it's, I love it, it's really fun. But like I said, it may not be for everyone, especially if you're not really a maybe if you're not super organized, or if you just really hate organization. But then again, you could hire somebody that is really good at that. And you could still live in your zone of genius. So it kind of anything goes these days. And that's actually kind of fun, I think.
Lauren Tilden
Yeah, I love the point to do what you're within your zone of genius and what your great, but then hire for your weaknesses. I think it's a really good point that whatever your weaknesses are, when it comes to running a business, and we all have them, it's gonna kind of multiply when you're running three different businesses. So if you're, if your weaknesses, you are really always behind on your email, like now, you're going to be really always behind on three different emails or like types of emails. I love that reminder to make sure that you're like kind of filling in for your weaknesses, probably before you add too many arms to what you're doing, because it's only going to compound.
Shannon Vonderach
Exactly, exactly. You don't want to put too much on yourself. That would not be fun.
Lauren Tilden
Yeah. So I'm really excited to dig into the concept of a launch strategy. And I have a lot of different kinds of listeners to this podcast. But I would say maybe like two thirds are product based businesses. And I don't think that product base, I think we think of a lot like, launching for like I'm launching an online course or I'm launching a retreat or whatever it is. But I don't think product based businesses necessarily think about launches in the same way they might think of like, release, like the release of a new collection. But I think thinking about this kind of thing as a launch is really helpful. Because there's a lot of things that we want to include in a launch to help our whatever word push it whatever initiative it is to help it perform as well as it can. So let's start with just some definitions. Like what is launching and who should be thinking about launching.
Shannon Vonderach
Yeah. So I mean launchings, when you have an offer, or a product or something coming up, an event could even be this, that you want people to buy, enroll, attend whatever it is, you're going to, you know, your end goal is that's essentially launching in my mind. I mean, obviously, I'm sure there's a more Webster definition of this. But I honestly see now that I've like fallen down the rabbit hole of launching, and I'm obsessed with launching. I've seen like, movies launch, right? Like they literally like, hey, we have a new movie. So you see the preview, you hear people talking about it, celebrities go out and interview. And you you know, that's launching.
So like, even if you are a product based, like you're saying, like I helped a client launch a book and she was going to just throw it out there. And I'm like, You need to warm them up and like get people excited about this. Like, like I'm saying like a movie premiere or whatever, right? Because otherwise, like who wants somebody in their face being like here, buy my thing, buy it and you're like, I don't know anything about it or you or why I shouldn get in here. So I think that it's I think anyone can launch. And I like what you're saying about looking at it in that way, because I think you're gonna see a lot better results on that release, when you look at it this way.
Lauren Tilden
Yeah, a product release is what I think about doing. When I have a new, let's say, like a new line of stationery, it's like I release it. But that is like a really passive language. It's just like, you know, basically, like, I'm opening the door, and you can come in if you want, but like, I'm not pushing it very much. Whereas I would like to get better at launching my product. So I think just that reframe of like, a launch is active, it has a lot of planning, it has a lot of work in advance. And I think all of us whenever we have something that we're going to be coming out with to sell, I think launch, just the concept of launching is a really helpful one. So love this. Let's talk about what is, what is in a launch, like I know, there, you talk about different components, but could just break down what a launch is, and maybe, or a successful launch what does a successful launch happen?
Shannon Vonderach
Yeah, I mean, honestly, I think the most important part of a launch is a pre launch as some semantics, that may sound, but it's like, it's so important that you want to make sure people want this thing you're going to be selling, you know, and you also want to tell them why they want this thing that you're going to be selling, right? So if they, if somebody puts something in front of you, and is like, Oh, you're gonna love this here, you know, have it you're like, or buy it or whatever, right? You're like, okay, but if they're like, I have this really cool thing. And I'm gonna tell you about it, but I need first, you know, it's like, you're much more interested, because you're, like, excited to watch this journey unfold. And what's what's going to be this thing, you know, what I mean? Like, what do you have in there is, it's just like, far more interesting than if you're just like, Oh, here's, here's a lollipop and joy.
Whereas, you know, you're like, I have something, you know, it's a good example of little kids, right? You're like, here's a lollipop. They're like, Oh, great, yay. And then if you're like, oh, I have something for you, and you're hiding it behind your back and you want and they're like, what is it? Oh, my gosh, I need it, you know, they're even more excited about it. So I think that that's kind of like really, really important to make sure you're setting your audience up, to be excited about what you're going to be offering. And then of course, there's the launching part of it. But if you've done your pre launch correctly, your launch should actually be pretty, relatively easy. The hardest part is just, you have to talk about it a lot, a lot, a lot, a lot to the point that you're gonna be tired hearing yourself talk about it. But I mean, you never know who is that one person that's sitting on the fence, and they hear that one post or one story or whatever, wherever you're launching, and they're like, fine, I'm gonna get it. You know what I mean?
Lauren Tilden
Totally. So practically speaking. I think we've talked about like the, what a pre launch achieves, which is like, introduce yourself and your product, get them excited about it build some anticipation. What for most small businesses like practically speaking, what does that include? Is it like, you know, social media posts, emails? I mean, how would you break that down? In terms of like, practical steps?
Shannon Vonderach
Yeah. So I mean, I think a pre launch, it depends what you're launching, right? It depends what you're launching, how much you're launching, like your product is. So if we're talking like a relatively low ticket item, that isn't, you know, I'm talking like under $200, or something. You don't need the longest sequence in the world. So you'd have a pre launch. And honestly, again, that can determine different timing and stuff like that you can go anywhere from a couple of weeks to a couple of months, it just depends on again, what you're launching what your brand is about that kind of thing. And how much of it you want to probably sell. And then the launch itself, I don't think necessarily needs to be that long, unless you're honestly, it really doesn't, I can't honestly think of an example that it would need to be super long.
So you have your pre launch, your launch, and then I like to do this. I personally use Instagram and email. So that's kind of my two things. But obviously, if you use other social media channels, you can do the same things. And these, the only one that's a little tricky is if you're using Pinterest, obviously, Pinterest doesn't pick up stuff for a while. So you have to kind of plan that way out. That's better for more evergreen content. But yeah, I use Instagram and email. So emails that usually send one once a week so you really don't have to do more than that. You could do two a week. If you wanted in a pre launch or during a launch, you can definitely send a lot more. Send probably one every other day or so.
And then for Instagram or whatever social channel you're using, it really depends what feels right for you. But as much as you can, is probably the best, but you don't want to also just word vomit on people. So I, you know, three times a week on posts, maybe stories daily, like that kind of thing through this process. Again, timing is tricky, right? Because we really have to like, know what it is. But I'd say, you know, if you're doing a short launch something like two weeks pre launch, a week to five days to seven days for launching, and then your post launch is also kind of an interesting thing, too. Which I know, we're probably going to get into, like how to evaluate a launch and things like that. But I didn't know if you also had some components you wanted to add in from some of your launches that you've done?
Lauren Tilden
Hmm, good question. For me, it's kind of all about like the actual content, I'm not sure that I have like a very structured approach to launching, I put a lot of effort and energy into all the content I produce, like, for example, podcast content, and then I have a lot of free content also.
So I really, my I would say like the backbone of my approach to launching is value, and just providing as much value as I can, that will demonstrate my credibility and why I or my business is worth investing in. So I kind of want to give people this feeling of like, oh, my gosh, I got all of this for free. Like, I wonder how much I would get out of like the paid offering or working with Lauren, or whatever it is. So I would say like, that would be the main thing I have to add. It's just in terms of, of like, what is the content that we're doing and the launch?
For me, it's all about, you know, obviously, the content that you are creating in this time should be related to the launch is offering but just like really good value for free, like I don't really do a ton of well, actually, let me back up. My thinking is that in the pre launch, I do a lot of like proving that I have a lot to offer, providing a lot of value. And then in the launch, I do some of that too. But then you would also want to do some like actual selling like talking about the product. And, and that kind of thing, would you sort of consistent with your approach?
Shannon Vonderach
Yeah, and I mean, you can also use other things too, right? Like, you can use social proof. Like if people have raved about if it's a first time product, that's a teeny bit harder, but you can talk about different things too, right, like, so, I'm specifically thinking of this one, like, if you're selling a course, or even if you're selling like for you, if you have new cards, you could like share something that somebody is saying like, Oh my gosh, the cards are such good quality, or, like testimonials are great things to also include. And that's a great point of like, value value value value, because you want to set yourself up as the person that you're the go to and the authority of this particular thing that you're offering. Because I think that that's really what sets you apart too. Right? Like, that's another really great thing to include. If like if your cards are drawn by, you know, local artists or something that's, that's very unique. And for you, does that make sense?
Lauren Tilden
Yeah, totally. I know that you are going through a launch right now or you have on coming up. I wonder if you would be willing to take us behind the scenes a little bit of like, what are you doing to prep? What is the pre launch look like for you? What is the launch gonna look like? And how will you evaluate, like the success of the launch?
Shannon Vonderach
Yeah, so I am launching a workshop for photographers to help them with print sales, because that's what I sold, the one email I sent that made $2,600 was print sale email, and then the $1,400 is the same one. So I was like, I need other photographers to know about this. So I'm going to do a live workshop for that. So I am currently trying to post some content that will attract photographers as well as just content that will help them and make them maybe want to share as well to help spread the word. And I'll do that the rest of this week. And then next week, I'll start sharing some more value. Like we were talking about how important it is to share value and things that will really help them understand why print sales can make such a huge difference in their business.
And then as far as and then I'll do enrolling and that kind of thing. And then we'll do the actual workshop. And then what comes after is evaluating the launch, which can be a little bit tricky, because I think the first thing people would think of to about evaluating a launch is how much did you sell, which obviously is a good thing to know. But it's kind of surface level like you could have an okay launch without selling as much if there's just so many different things that go into it.
So essentially, obviously selling good, but I heard somebody actually shared, I really wish I could remember who it was. But they said something about a launch is really something that can help grow your name and your brand and like give you more recognition, because you're amplifying your brand, essentially, during the launch. So if you're pulling in a whole lot of interests and getting a ton of emails or something like that, during your lunch that could actually be looked at as somewhat successful. Even if you don't sell, if you don't sell as much, you can look at like, what? why didn't I sell? Like, what can I do next time? Or what can I tweak that would make that sell more the next time.
So just because a launch doesn't do well, the first time doesn't mean it can't do well. So I say always look at like what you liked about your launch? What worked, what you didn't like, what didn't work. If you only get a few enrollments, you can use those to get testimonials, or ask for feedback for what sold them or what they would really love to see in your product. Or if it's like a workshop, like I'm doing like, what would you like to see in this? What else? You know, what other questions do you have? What do they love most? Right? Like what do they love about your product or service or whatever it is you're offering. So that way you can use their words to sell it better next time. And then also you want to sit and figure out like what did you learn? And what would you do differently if you had it to do over again.
Lauren Tilden
I love thinking about launches as something that can yes, obviously generate sales, that's probably our number one motivator most of the time for launching. But it's also a great way to grow your email list, grow your community, develop a lot of brand awareness, refine your products also like test something out, launch it, see what people think of it, use their feedback the second time around.
So I was bringing this is bringing to mind for me is just a reminder that don't want things just once like launch at once, see how it goes, figure out what you can learn from it, make any changes that you need to and launch it again, the second time, and I don't have the data on this. But I feel like almost universally, like the first launch is not going to be your best launch, it's only gonna get better when you have more information, a bigger audience. So that's such a great point that like even if the revenue numbers aren't maybe what you hoped they would be. That doesn't mean that the launch doesn't have a lot of other positive outcomes.
Exactly, exactly. And you can try and find those holes and figure out where they are and what you can try next time and launching is just an interesting, the it sounds overwhelming, but don't let it get overwhelming. Just go for it. Just try it, and keep trying it because it definitely is successful. It's just finding the right thing that works for you.
What have, do you have any like fun things you've done during a launch that people may not be thinking of? Or like me? I don't know, like, any elements to your launches that that you might recommend people try?
Shannon Vonderach
Yeah, I mean, I helped a friend of mine, who's also was a client, launched a book earlier this year, and like she went from zero email list to like 600. But originally, I think I said she was just gonna throw it out there and I'm like, no, no, no, no, no, no, I'm gonna tell people, tell people about it and get them excited. So I think if there's any way you can get them involved, right so like, let's get them involved in this so like she shared the cover of the book or the title of the book before it went live and ask people what they thought of it and like got their feedback and stuff like that.
And then she also like we did like kind of fun things that people could participate in, we did giveaways like this one is a little bit different because it's like one big product whereas if you're, but you could still do that I suppose if you had like, like free learn if you had cards like you could give a pack of cards away to somebody or something like that. Just like have some fun with like, what do you like what makes you purchase things? What makes you excited to watch somebody do something like I just kind of pay attention to what other people are doing and try and tie together different things that make me feel excited and into it so it's a little bit hard if you're not used to paying attention to those things but just see like what do you love buying what do you always buy when something drops or like even you can even look at like some of your favorite like I feel like purse brands actually always do a good job of this like you can look at like what is Kate Spade dropping you know right now or like how are they selling this new product like just just spy on people a little just be a little stalkery you know I'm giving you permission just to be a little stalker, It's okay.
Lauren Tilden
Yes, stalkery with some limits great permission to give.
Shannon Vonderach
Good stalkery, not creepy stuff.
Lauren Tilden
I like that you're reiterating something. You mean the point you made when we were talking about emails earlier, which is like, really put yourself in your audience's shoes when you're trying to write a piece of content or come up with ideas like I think too often we just try to jump in and be like, Okay, I need to send an email today, let me just type something. But actually taking the extra time and intention to kind of step back and say, well, it would feel so fun to receive in my email today, like what would be just, like exciting and like, I don't know, what would make my day to receive. And really trying to put that energy into things that you create will make all the difference. And I feel like that kind of, I don't know, philosophy to email marketing, but marketing in general. And certainly launching is what makes your launches probably so effective is just that like extra ingredient of like, let me like, sprinkle some, like fun and like, excitement into this. Rather than just like, I'm gonna go through the motions, just because I read online that like, these are the six emails you need to send out during the launch.
Shannon Vonderach
Exactly. Yeah. Cuz I mean, I kind of have a love hate relationship with email templates. I mean, there's definitely a great use for a lot of them. But launch ones can be tricky because they're written for not your audience, usually. Right.
So I've like I actually had a client, there was like a launch program. And I helped a couple girls with their launching, and like, they use the same templates. And there was one email in it, it always felt weird to me, but they both wanted to send it and it never did well, because it just wasn't their people. So I think it's just you have to really understand, like the best, like tweak things, right? So like, you can try it. And if it doesn't do well, that's okay. It doesn't mean it's failed. It's just like, Okay, next time, I'll change that subject line, or I'll use a different caption. Or I'll do something a little bit different, because they that didn't resonate, but like no one really wants you to just be like, shoving down their throat what you're selling. So it's like, how can you sell it in a way that like, benefits them? Like, how can you give it to them in a way that's like this is going to make your life better? Or this is going to make your life easier? or what have you?
Lauren Tilden
Mm hmm. Yeah, I like to think of it as like, when I'm selling something like, what kind of marketing would make it would be useful and interesting to my audience, even if they don't buy the product? Like, what would still be worth sending, even if the person doesn't buy? And for me, that's like a good kind of barometer for, like, is this marketing? Is it value added marketing? Is it content marketing? Or is it just like, buy my thing right now? Marketing?
Shannon Vonderach
Yeah. And sometimes it's a good thing to do a mix of all of them, right? Like, sometimes people need to be told exactly what to do. And they'll go do it. Like, look at, you know, even like Old Navy emails, like every frickin day. And they're like, hey, buy these shirts. And you're like, oh, okay.
Lauren Tilden
Let's start to transition. I want to be respectful of your time. So how do you approach doing good through your small business?
Shannon Vonderach
Oh, I love this question. I mean, honestly, I started my business to make people's lives, my email business, especially to make people's lives easier and like, help them with their businesses, they can make more money, because I feel like money in the hands of good people is a good thing. So it's like, Can I help you launch something so that you make more and that you feel empowered to go out and maybe change someone else's life? I love to cheer people on. I mean, it's probably part of my Enneagram seven that I'm just like, always wanting to make people feel good.
And I, you know, I lift them up, even if they're never going to be clients, like I'll just cheer people on. Because I really think we just need positivity right now more than ever, especially after this past year and a half. We've all been like stuck at home. So, I mean, I just think it's really important to the biggest thing I feel like, it's a struggle for small business owners, especially online business owners, is that you see so many people doing things, right. And so it's like, when you see somebody doing something you want to be doing, it's easy to slip into that impostor syndrome.
So the thing I've really tried to fall into instead is like, what if instead of looking at this as something that I'm lacking, I look at this as something that's possible, like good for her. She's done something awesome. I could do it too. Like she's proven it can be done. So maybe, instead of feeling bad about myself, I can cheer her on. Because I feel like if you can just share like one positive thing with people and, I'm sorry, if you can share positive things with people and it changes one person's mindset, like I've done my job, right. So I always try and just share what's on my heart and be honest and true and make people feel good if I can.
Lauren Tilden
Yeah, that is a very real way of doing good. I love that answer. What is one small business that you admire?
Shannon Vonderach
Can I only pick one? It's such a hard question.
Lauren Tilden
If you need to go more than one you can.
Shannon Vonderach
Gosh, there's just like so many good ones. Obviously, I love your business. And I love all the people that like you and I run in a circle with friends and like, I'm just always so in awe of how you guys hold yourselves with grace and are just so incredibly impressive with what you do. And, you know, running lives with children and all of those things. It's always really impressive to me.
One that I actually just shared this week actually was a hand sanitizer company. They because they sent me this is like, the third time I've ordered from them and they like send me a handwritten personal note every time and they're like, Thank you for reordering. So they're like paying attention. And they're, you know, it says, Hey, Shannon, and he signs it. And like the other one I just got, he's like, over like, because it was on a card and he ran out of room, he goes flip over. And it felt like a kid again in school. And I was like, and he's like, I gave you an extra bottle because we were out of the one size you ordered. So enjoy the extra ounce on me or something. And it was just like such a cute personal touch. So I you know, if anyone is out there kind of like how do I make something more personal or maybe my personal touches don't matter or things like that they do. So keep going. Because I think that they're really important to have. And that's what makes small business small business.
Lauren Tilden
100%. I love that. And it's, I just want to point out like you, all this person did it on one sense, like write a little note and say thank you, like he noticed that you reordered. And he said thank you for reordering. And like even that, by itself stood out to you so much that you're like sharing about it. So it doesn't have to be these like huge elaborate gestures. Like it can be as simple as noticing things about your customers and paying attention. And just like yeah, the handwritten touch the hand written or personal touches is what is magical about small businesses. It's what makes us different from like, it's why people shop at small businesses is that thing, so give people what they want. What is the name of that business?
Shannon Vonderach
Their Scully Wonderful. They're like a little small business in Brooklyn, my friend who's a teacher referred them to me for when you know, all this stuff went down. And she's like, they're the best hand sanitizer, it's not sticky or anything. They have some other stuff too, that I think they have like a deodorant, like natural deodorant and something else. But yeah, so highly recommend them. They're very, it's, again, you'll get a cute personal note.
Lauren Tilden
So yay, love. Cool. What is a book that you would recommend?
Shannon Vonderach
Oh, gosh. Alright, business wise, because I'm such a nerd. I read a lot of like, young adults, so don't judge me.
But business wise, one, the concepts from the book Profit First really changed the way I run my business. And like how I set up my pricing and kind of helped me figure out a lot of my own, like making sure I'm taking care of myself first. The book itself is a little lengthy, maybe in parts or like, you know, redundant in parts, I guess I should say. But the concept of it and like some of the way like I think they say like it like 15 bank accounts, and it's not that many, but it's like a bunch of bank accounts. And I'm like, Yeah, I'm not going to do that. Because I'm, well, I'm not going to spend all my money. But some people need that because they do. So I kind of modified it for myself. That's like my only disclaimer, but it's a great book, you should definitely read it. And I also just started one, I feel like you'd like this one to learn if you haven't read it called Breaking the Habit of Being Yourself.
Lauren Tilden
I haven't.
Shannon Vonderach
It's kind of about like your brain and like keeping your brain healthy. And how it's kind of like manifest, it is about manifesting too. But it doesn't go into that woo woo ness, it's more the scientific part of it. I haven't finished it. So maybe it's terrible, but I'm excited to get through it because it does seem like it's going to be an interesting read.
Lauren Tilden
Okay, well, hopefully you'll finish it before I air the episode. And if you want to take it back, you can take it back. But otherwise, we're gonna include it as your second book recommendation. And I'm actually really excited to check that out. And yeah, Profit First. So, so important, I think for small business owners, at least to just like, kind of reframe how you think about is profit something you decide you're going to have or is it like, what's leftover after everything you spend and it's just like, it's a great thing to read to kind of reframe your, your approach to how you spend your money. I would love for you to share a little bit about where people can find you online and I know you have some great resource says if you want to share any of that, I would love for you to let the audience know.
Shannon Vonderach
Yeah. So I'm on Instagram, I basically live there. You can find me @Mrs.Vondy, I'm sure Lauren will provide you a link if you need one. And you can also get on my email list, which I send those weekly on Friday mornings. So most weeks, my one friend called me on that one I missed, which is nice and accountability. And then if you need one of my freebies, I do have three simple ways to grow your email list, which I'll give you a link that you can put in the show notes as well, Lauren, but yeah, that's kind of like where to find me. My DM's are always open. If anyone wants to connect, I'd love to chat with you.
Lauren Tilden
Amazing. Shannon, thank you so much for coming on the show for bearing with me and my technology issues. And just like your generosity, with your knowledge, I feel like not everyone has the same approach that you do of like, I learned these magical things that changed my business, and I'm going to turn around and share it with people. I just really admire that approach. So thank you for everything you shared here and for all the work you do and yeah, everything you mentioned, I will link everyone go check out Shannon. Shannon, thank you for being here.
Shannon Vonderach
Thank you for having me, Lauren. It's been really fun and no worries I tech is our best friend and worst friend at the same time. So we made it.
Lauren Tilden
Yes, we did.
Shannon, what a blast this conversation was, thank you so much for everything you shared. There are so many magical gems in this conversation. Listener, I know that Shannon and I would both love to connect with you on Instagram. Take a screenshot of you listening to this episode and tag us both. Shannon is @Mrs.Vondy and I'm @LaurenTilden.
Everything mentioned in this episode, including Shannon's free resource about building your email list can be found on the show notes page at makinggoodpodcast.com/80 If this is your first time tuning in and you're interested in learning more about what I do check out the Good Business free Facebook community for this podcast with accountability, exclusive content and great community at makinggoodpodcast.com/community. How I can help with their small business marketing at Laurentilden.co. My plant inspired greeting cards, vinyl stickers, and art prints at goodsheila.com The Seattle retail store Station Seven at stationsevenseattle.com And of course the home for all things Making Good makinggoodpodcast.com Thank you for being here and for focusing on making a difference with your small business. Talk to you next time.