At one point, business owner Briony Kennedy had a credit card and overdraft debt of $500,000, and was doing everything she could to make her business succeed. Then she implemented a marketing idea she should have done long ago, and today her multi-million dollar business is thriving. It’s a not-for-the-faint-hearted episode 562 of The (12 year-old, award-winning) Small Business Big Marketing podcast.
A little more about Adorn Cosmetics founder Briony Kennedy …
A big thank you to my nephew Adam Littlechild of Convert Digital (experts in eCommerce) for suggesting I get Briony Kennedy on the show.
Briony is the founder and manufacturer of the online cosmetics brand Adorn Cosmetics, which is on a mission to revolutionise the beauty industry with certified, ethically made cosmetics that don’t harm animals or the earth.
And boy is she a smart founder.
Besides sharing how she managed a mountain of expensive debt to launch her business, she also reveals the big marketing idea that catapulted the business forward, why she does Facebook Lives naked in the bath for her Adorners, how she cleverly encourages paid trial of her products plus plenty more.
I started off asking Briony to take us behind-the-scenes of the cosmetic’s industry in 2008. Adorn was a year off launching and I wanted to know what made her angry enough to start it.
… and if you buy either of her two courses in the above link, I’ll send you a signed copy of my book The Boomerang Effect which will help you get your first lot of warm leads. Happy, happy days!
Timbo’s Top 3 Attention Grabbers from his chat with online course specialist Tina Tower …
- I love how she was offering memberships to her beauty salon before even starting Adorn. If you’d like to find out more about that pricing model, take a listen to my chat with naturopath Katherine Maslin in episode 465.
- I love how she’s chosen to be the face of her brand, and how she does Facebook Lives from the bath for her Adorners. It’s fun, it positions her brand as different to all the other very serious brands in her category … and it’s free!
- I love how she’s crystal clear on her customers’ pain points, and helps address them with a bunch of inexpensively-made videos which you can find behind the Tutorials button on her website. Gotta love a bit of helpful marketing!
Other episodes of The Small Business Marketing Podcast with founders of online businesses
Last Week’s Episode of The Small Business Big Marketing Podcast
Thanks for tuning in. May your marketing be the best marketing.