The 3 Things Every Ecommerce Store Owner Must Learn to Grow Sales (Without Spending a Fortune on Ads)

If you’re looking for a way to grow your sales without pouring money into ads, you’re about to hear one of the most effective (and misunderstood) strategies for ecommerce store owners.

This is the very first thing to learn as an e-commerce store owner. To get sales, we need to acquire customers.

That’s the short-term strategy that works—and it really works—but if you keep doing it past a certain point, it can actually stall your growth.

Here’s what you need to know about the three things every ecommerce store owner must learn: how to get customers, how to keep them coming back, and when to stop doing what’s worked so far and pivot to something new.

Let’s break it down.

Step 1: Get Customers—It’s the First (and Most Expensive) Thing You’ll Learn

Acquiring a customer simply means getting that first time buyer. That’s the whole game when you’re just starting out. And getting that first-time customer is going to cost you. Not just in money, but in time, brain space, and effort. Basically the sum of all your marketing is how you get customers. And marketing doesn’t come to most of us naturally.

You might be using organic posts, SEO, email, SMS, Meta ads, Google ads, influencers, maybe even Pinterest or TikTok. Whether it costs dollars or just your time and energy, it all counts.

Want to know what it’s actually costing you to acquire customers?

“Choose a defined period of time – at least six months,  a year is even better. Simply add up the cost of all your marketing and divide that cost by the number of first-time customers you get.”

That number is your Customer Acquisition Cost (CAC). And it’s probably higher than you think.

Step 2: Make Each Customer Worth More

Once you’ve figured out how to acquire customers, it’s time to get smart about keeping them—and getting them to buy again. We’ve got to set ourselves up for success by maximizing the lifetime value of that customer.

If your product is replenishable, make it easy for them to re-order. If it’s not? You still need other products that appeal to the same person—don’t go inventing something totally different for a new audience.

This is where your profit starts to show up. This is where your sales become predictable and reliable.

So how do you do it? Stay visible.

Here are a few ways to stay top of mind:

• Set up a post-purchase email automation: It’s a thank you for becoming a customer, and a warmup to place a second order.

• Include them in weekly email campaigns and events: Give people a reason to buy

• Launch new products or variants: Even a new scent, a new color, or a collectible can get existing buyers excited to come back.

• Create VIP offers or memberships: If you have customers who buy regularly… consider a group, like a Facebook VIP group.

• Keep posting organically: Frequency is key

The Strategy Most Store Owners Rely On

Here’s what most ecommerce owners do once they’ve got a customer base: they launch more products to the same audience.

They don’t have to have a big ad spend. These are mostly things that they can do without a lot of cost, and it leads to an increase in their conversion rate.

It works. It gets sales. It builds momentum.

But…

The Metric You MUST Watch

There’s one number that tells you when it’s time to shift gears: your Returning Customer Rate.

Go to your Shopify dashboard and  have a look at your returning customer percentage.

Here’s how to read it:

• Under 30%? You’ve got room to grow with your current customer base.

• 30–40%? Sweet spot. You’re balancing new customer acquisition and keeping current customers happy.

• Over 40%? That’s a red flag.

When you’re too reliant on returning customers, your growth starts to shrink. You’re constantly creating new SKUs just to keep up. Inventory bloats. Profit slips. And the number of new customers coming in isn’t enough to replace the ones who stop buying. You’re actually losing more customers than you’re gaining, and so your pool of buyers is actually shrinking every month.

Step 3: Know When It’s Time to Shift Gears

If your Returning Customer Rate is climbing too high, it’s time to pivot. You want to shift your focus to going out and looking for more customers. Knowing full well that you are already set up to maximize your lifetime value.

Here’s what that looks like in practice:

• Stop creating endless new SKUs.

• Focus on selling your existing products to new buyers.

• Resist the voice that says your customers “need something new.”

“Everything you have in your store is new to the people that aren’t your customers yet.”

That’s the mindset shift. You don’t need more products—you need more people.

Take Action: What’s Your Next Move?

Here’s what I want you to do next:

1. Check your Returning Customer Rate in your Shopify dashboard.

2. If it’s under 30%, focus on getting current customers to buy again.

3. If it’s over 40%, switch gears and put your attention on acquiring new customers.

That’s the fastest way for sure to grow your sales without spending a ton of money on ads.

Growth Isn’t Magic—It’s Knowing What to Do Next

Growing your sales isn’t just about more hustle. It’s about learning these three things:

1. How to get customers

2. How to keep them buying

3. When to go find more of them

If you want to grow your sales, you have to make this switch. So go check your dashboard. Then get to work!

RELATED LINKS:

How Melissa reduced her cost of acquiring a customer by 44%

https://thesocialsalesgirls.com/how-melissa-reduced-her-cost-of-acquiring-a-customer-by-44-percent-episode-191/

Do you even know what it costs to get a new customer?

https://thesocialsalesgirls.com/do-you-even-know-what-it-costs-to-get-a-new-customer-episode-187/

The piece of the puzzle you’ve been missing

https://thesocialsalesgirls.com/the-piece-of-the-puzzle-youve-been-missing-episode-258/

Ready For Results? I Think You Should Hear This

https://thesocialsalesgirls.com/ready-for-results-i-think-you-should-hear-this-episode-243/

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

Struggling to Reach Your Goals? Here’s the Simple Fix Every Store Owner Needs

There’s nothing worse than setting a goal for your business, feeling excited about it, and then… failing to hit it.

You start wondering, What’s wrong with me? Why is everyone else growing while I feel stuck? You see other business owners posting wins in your Facebook groups or showing off their latest sales milestone, and suddenly, you feel like you’re doing everything wrong.

Here’s the thing: you’re not the problem, but your goal-setting strategy might be. And I can show you how to fix it.

The difference between store owners who reach their goals and those who don’t isn’t luck, talent, or some magic marketing hack—it’s how they set, qualify, and stick to their goals. And today, I’m giving you a simple, four-step process that will help you set goals you can actually achieve—without the constant frustration.

Why You’re Not Reaching Your Goals (And Why It’s Not Your Fault)

One of the biggest mistakes I see store owners make? Chasing vague, long-term “one day” goals instead of setting clear, measurable short-term ones.

Here’s how that usually plays out:

• You decide, I want to grow my email list (but you don’t define what that means).
• You start working toward it, but after a few weeks, it doesn’t seem to be growing fast enough.
• You get discouraged and pivot to something else (Maybe I need to work on my social media instead!)
• A few months go by, and… you’re right back where you started.

Sound familiar?

The real issue isn’t that you’re not capable—it’s that you’re setting yourself up for frustration by not defining exactly what success looks like.

So many of us don’t have clear goals. And these are goals that make sense and are achievable for you and your business, and they’re in a defined period of time. They’re not like a somewhere-out-there goal—it’s a clear goal, a short sprint.

So let’s fix that.

Step 1: Stop Chasing “One Day” Goals—Set Clear, Measurable Goals

Your first task: define your goal in a way that makes it impossible to ignore.

A good goal should have:

✅ A specific number (e.g., grow your email list from 1,000 to 5,000 subscribers)
✅ A deadline (e.g., within six months)
✅ A why (e.g., “Once I hit 5,000 subscribers, I should be able to increase my sales by $3,000/month”)

Write it down. Seriously, this step alone makes a huge difference. Put it on a sticky note, in your planner, or as your phone wallpaper—anywhere you’ll see it daily.

Step 2: Qualify Your Goal—Is It Actually Doable?

Before you commit, let’s do a quick reality check.

A great goal isn’t just about what you want—it’s about what’s actually achievable based on:

• Time: Can you realistically do this in the timeframe you’ve set?
• Money: How much will this cost?
• Past Results: Have you done anything before that got you similar results?

For example, let’s say your goal is to grow your email list from 1,000 to 5,000 subscribers in six months. That’s 4,000 new leads.

If your current pop-up is bringing in 200 new subscribers a month, you’re not going to hit 4,000 just by doing what you’ve always done. You’ll need additional strategies—maybe a quiz, a giveaway, or some paid ads.

More importantly, you need to know what a lead costs you. If it’s costing you $3 a lead, 4,000 leads are going to cost you $12,000. But most e-commerce stores can get leads for $.30- $1. So if you need 4,000 leads, and they cost $1 each, are you able or willing to spend $4,000?

If the answer is no, adjust your goal to something you can commit to.

Step 3: Make an Action Plan—And Stick to It

Now that you have a clear, realistic goal, it’s time to map out exactly how you’ll get there.

Start by asking:

• What has worked for me before? (Look at past list-building efforts)
• What can I do for free? (Think: collaborations, referral programs, pop-ups)
• What will I need to invest in? (Paid ads, giveaways, etc.)
• Who can help me? (A coach, a business friend, or an accountability partner)

The key here is focus. Don’t get distracted by shiny new tactics every few weeks—commit to a plan and give it enough time to work.

You have to do the same thing longer than you thought you ever should have to actually get the results you want.

Step 4: Track Your Progress + Hold Yourself Accountable

If you’re not tracking your progress, how do you know if what you’re doing is working?

You need a simple tracking system to monitor:

✅ Your key metric (e.g., number of new subscribers per week)
✅ Your ad spend vs. cost per lead
✅ Your progress toward your goal

The best way to stay on track? Set up accountability.

• Book a coaching call every two weeks (or find an accountability partner).
• Have a “check-in” meeting with yourself every Friday to review what’s working.
• Commit to sticking with your plan instead of switching strategies too soon.

Stay the Course

Reaching your goals isn’t about trying harder—it’s about having a system that works.

If you’re constantly setting goals but never quite reaching them, it’s time to change how you approach goal-setting.

💡 Write your goal down.
💡 Make sure it’s realistic.
💡 Create a focused action plan.
💡 Track your progress + stay accountable.

Most importantly? Stick with it. The only way to guarantee failure is to keep giving up too soon.

And to make it even easier, I’ve created a Good Goals Worksheet that walks you through the entire goal-setting process. Download it [HERE]

Let’s make this the year you finally hit those milestones.

RELATED LINKS:

Download my Good Goals Worksheet HERE

How long will it take to reach your goals?

https://thesocialsalesgirls.com/how-long-will-it-take-to-reach-your-goals-episode-203/

The powerful work that will get you to your goals

https://thesocialsalesgirls.com/the-powerful-work-that-will-get-you-to-your-goals-episode-159/

How to Create Profit Goals

https://thesocialsalesgirls.com/how-to-create-profit-goals-episode-209/

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

How This Jewelry Designer Grew Her Email List and Created Viral-Worthy Content—Without Ads or Expensive Photoshoots

March is “Product Tester” Month in the Inner Circle. It’s a training created for our members by Jane Hamill of Fashion Brain Academy. And last year it got jewelry designer Trisha Flanagan thinking—could this work for her business? She gave it a shot, and the results were pretty amazing. She built a high-intent email list, got real customer photos (without an expensive photoshoot), and turned testers into paying customers. Here’s how she made it happen.

The Jewelry Business Dilemma: Visibility vs. Budget

When Trisha Flanagan set out to grow her jewelry business, she faced two big challenges: expanding her email list and gathering high-quality content to showcase her pieces. She had plenty of product photos but not nearly enough of real customers wearing them—something crucial for building trust and engagement.

The usual solution would have been a professional photoshoot. But for a small business, the costs of hiring models, photographers, and stylists can add up fast. Instead of taking that route, Trisha turned to an unconventional but highly effective strategy: inviting real customers to be product testers in exchange for free jewelry.

The Lightbulb Moment: A Free “Product Tester” Campaign

Trisha decided to give the Product Tester strategy a shot, offering free jewelry in exchange for honest feedback and user-generated photos.

This approach not only helped her collect authentic content from real customers but also grew her email list. It turned out to be a simple, cost-effective solution that tackled both of her biggest struggles at once.

Choosing the Right Product

While her Morse code jewelry had always been a best-seller, Trisha had another product that needed more visibility—her fidget rings. These rings, designed for people with anxiety, ADHD, or skin-picking habits, were flying off the shelves at in-person markets but weren’t selling well online.

She realized she needed real testimonials and visuals to highlight their benefits. But instead of just telling people how great they were, she wanted customers to try them and share their own experiences. A product testing campaign was the perfect way to do that.

The Power of “UGC”

Rather than investing in a polished, expensive photoshoot, Trisha saw an opportunity to leverage user-generated content (UGC). Not only was it a budget-friendly option, but it also made her brand feel more authentic and inclusive.

With UGC, she could showcase a variety of people wearing her jewelry, representing different skin tones, hand sizes, and styles—something a single photoshoot wouldn’t easily achieve. Plus, customers sharing their own images naturally created social proof, making it easier for others to picture themselves wearing her pieces.

Building the Campaign

1. Setting Up the Product Tester Program

To make the application process simple, Trisha created a dedicated landing page on her Shopify store with a Typeform survey. The page explained the opportunity: participants would receive a free piece of jewelry in exchange for wearing it, providing feedback, and sharing a photo.

2. The Application Questions That Made the Difference

Instead of letting just anyone sign up, Trisha crafted a 12-question survey designed to filter out those who weren’t truly interested. The questions covered everything from willingness to wear the jewelry for two weeks to metal allergies, ring size, and even shipping location.

She also included a question about subscribing to her email list—an easy way to grow her audience while selecting testers. Surprisingly, almost everyone who applied was happy to stay connected, making this a win-win strategy.

3. How She Recruited Testers (Without Ads)

Trisha’s Instagram following wasn’t massive—just 1,500 people—but that didn’t stop her from getting the word out. She asked her existing audience to share the opportunity with friends and also reached out to other small business owners whose audiences aligned with hers.

This grassroots approach worked. People shared the campaign, leading to a steady stream of applicants. And the best part? No money spent on ads.

The Results: A Flood of New Subscribers & Authentic Content

The results exceeded expectations:

• 150 new email subscribers
• 51% survey completion rate (a strong stat in marketing)
• A collection of diverse, high-quality customer photos

Trisha proved that even without a massive following, a well-structured campaign could generate real engagement and business growth.

Turning Testers into Customers

Growing an email list is great—but only if you leverage it to increase your sales. Trisha turned those new subscribers into paying customers. Here’s how:

Follow-Up Emails with Exclusive Offers

After the testing period, she sent an email thanking testers for participating and offering a special discount on their next purchase. Since they had already worn the jewelry and enjoyed it, many testers took her up on the offer.

Encouraging Reviews & Social Proof

She also asked testers to leave a review on her website, which helped improve her product listings and build credibility with new customers.

Adding Testers to Her VIP List for Future Promotions

Since these customers were already engaged, she added them to her VIP email list, where they would get early access to new launches, behind-the-scenes updates, and other perks. This kept them interested and increased repeat purchases.

Instead of just getting free content, Trisha used email marketing to turn testers into lifelong customers.

Why This Works for Any Small Business

This wasn’t just a one-time experiment—it became a repeatable, scalable strategy. The key takeaways?

• You don’t need a big audience—just an engaged one.
• People love being part of something exclusive. A simple invitation to test products made customers feel valued.
• Authentic content outperforms polished studio shots. Seeing real customers wear the jewelry made the brand more relatable.
• Low-cost marketing strategies can yield high-impact results. With no ad spend, Trisha gained both customers and content.

Running This Strategy Again

Encouraged by the success of this campaign, Trisha is already planning to do it again with a different product. And this strategy isn’t limited to jewelry—any business can try it.

Even if you don’t have a huge Instagram following or email list, you know people who would love to test your products. Reach out, get creative, and start gathering real customer content that helps sell your brand.

If you’re ready to give it a shot, all it takes is a little initiative, a simple survey, and a willingness to think outside the box.

Related Links:

Check out Trisha’s jewelry at www.trishaflanagan.com

Check out Jane’s podcast here: https://fashionbrainacademy.com/category/podcasts/

Why Jane Hamill Loves The Product Tester Strategy
https://thesocialsalesgirls.com/heres-what-to-do-differently-next-year-episode-195/

A 6 figure start-up strategy that you can use even if you’ve already launched

https://thesocialsalesgirls.com/a-6-figure-start-up-strategy-that-you-can-use-even-if-youve-already-launched-episode-81/

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

Transform Your Business with a ‘Marketing First’ Mindset

I always say that “Marketing First” store owners will get more sales than store owners who don’t make their marketing a habit. A Marketing First mindset means strategically positioning marketing at the core of your business activities. Whether you’re a seasoned entrepreneur or just starting out, adopting this mindset will be  immensely beneficial.

I recently spoke with Melissa Davies, owner of Bike Pretty. She’s really the quintessential Marketing First store owner, and I want to share the story of the amazing transformation Melissa made last year.

Melissa was already a good marketer. She has owned her business for ten years so she was consistently posting to social media, emailing her list regularly, running social media ads, etc. But she wasn’t quite connecting the dots of how her social media efforts were translating to sales.

Watch this video and learn:

• How Melissa built an audience of 4.6 million
• What happened when she posted a video for the 5th time
• How her supersized audience affected her sales

Two Game-Changing Trainings

Early last year we introduced a couple of new trainings to the Inner Circle. One was ‘The Big Picture’ in which we showed members how to build a sales funnel, and understand their numbers. The other was Brand Video Creation. In this one, we taught members how to create really effective 45-second brand videos they could use to build their audiences without paying a lot for ads.

So Melissa really was able to visualize her sales funnel for the first time. And she had a lightbulb moment when she realized that she had been underestimating how many people she needed to reach on social media in order to bring in the traffic she would need to reach her sales goals.

Once that was clear, she decided to leverage the second training to make a brand video that she could turn into an ad that would get her business in front of a LOT more people.

The brand video lesson empowers members to craft short, engaging videos showcasing their products and business benefits, accompanied by a strong call to action. These videos are not just fluffy showcases; they are powerful tools for audience growth, especially when used effectively on platforms like Meta and TikTok.

A Success Story: Melissa Davies’ Remarkable Year

To truly understand the impact of these lessons, let’s look at Melissa’s mind blowing numbers. She started with a monthly audience of 140,000 – a respectable figure by any standard. But after diligently working on her brand videos and leveraging our ’30 Day Audience Builder’ training (an oldie but a goodie!) she saw her audience explode to a staggering 4.6 million.

Melissa combined the power of consistent posting, strategic use of brand videos, and a deep understanding of her sales funnel to achieve these numbers. Her story is a testament to the potential of ‘Marketing First’ and its impact on sales.

Key Strategies and Tactics for Success

In episode 190 Melissa told us how she got over herself and committed to a 3x/day social posting strategy. That’s how she came to recognize the importance of reposting old content for increased visibility, and embraced the necessity of setting and chasing monthly goals. Once she understood her sales funnel, she began optimizing each stage – from audience building to converting traffic into sales.

Understanding the Sales Funnel

Let’s break down the sales funnel stages that Melissa mastered:

1. Audience: This is where it all starts. Building a large, engaged audience is crucial for funnel effectiveness. Usually, this is on social media platforms like Meta or TikTok.
2. Traffic: Once you have an audience, the next step is to get a percentage of this big pool of people to visit your website.
3. Focused Marketing: This stage involves targeted marketing efforts (like retargeting ads or email campaigns) to people who have visited your website or signed up for your list.
4. Conversion: The final stage, where website visitors turn into paying customers.

Melissa’s approach to each of these stages was methodical and data-driven. By focusing on her audience size and engagement, she managed to significantly increase her website traffic, leading to better sales.

The Power of Video Content

Melissa’s use of video content was a game-changer. Her brand videos, posted across social media platforms, significantly boosted her reach. And since they were working, she kept re-posting them.

And on the SIXTH repost of one of her brand videos? It went viral.

These videos, which were neither high-budget nor technically complex, really resonated with her audience. She attributes this to the down-to-earth, approachable, and on-brand tone of her videos. And rather than bore her audience, Melissa believes that posting them more often actually contributed to their virality.

The Impact of Melissa’s Marketing Strategy

The results of Melissa’s marketing efforts were clear and quantifiable. Her traffic skyrocketed, and while her conversion rate for new visitors was relatively low, the overall impact on sales was substantial. Melissa’s story demonstrates how a focused, consistent marketing strategy can lead to significant financial gains, far outweighing traditional advertising costs.

Lessons from Melissa’s Experience

Melissa’s journey offers several key takeaways for business owners:

• Focus On Your Funnel: Understanding and optimizing each stage of the sales funnel is critical for converting audience size into actual sales.
• Repetition is Key: Reposting content can significantly increase visibility and engagement.
• Reach More People with Video Content: Even if it’s simple and low-budget, video is the single most effective way to increase audience size.

The Path to Becoming a ‘Marketing First’ Business Owner

Melissa’s story really exemplifies the ‘Marketing First’ philosophy in action. She is continually monitoring her data, adjusting her sales funnel, and staying consistent with the type of organic content she knows is working.

This is the type of data-driven strategy we are working on in the Inner Circle this year – setting actionable goals that are based on real numbers, and putting a plan in place so that we get consistent results. Ready to make 2024 the year you become a Marketing First business owner? Join the Inner Circle HERE.

RELATED LINKS:

The Stress Free Content Plan That Built A Huge Audience: https://thesocialsalesgirls.com/the-stress-free-content-plan-that-built-a-huge-audience-episode-190/

How Melissa Reduced Her Cost Of Acquiring A New Customer By 44%: https://thesocialsalesgirls.com/how-melissa-reduced-her-cost-of-acquiring-a-customer-by-44-percent-episode-191/

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

How Consistency and Focus Transformed Wendy’s Online Business

A few weeks ago I was in the Inner Circle group and I saw a comment on a post. The “poster” was asking for some encouragement that it was possible to reach her sales goals. One of the comments stopped me in my tracks. When I read Wendy’s comment about how she doubled her sales last year – and she broke it down into steps – I knew I had to share it with you!

I’m so thrilled to finally chat with Wendy Aughe, founder of Log Cabin Vintage, face to face. Log Cabin Vintage is an online children’s bookshop with a mission to reconnect people with the books they loved as kids, and she’s passionate about helping people find and share those beloved books with their own children and grandchildren.

Wendy’s journey hasn’t been a straight line; initially, she sold vintage home decor. And while it may seem counterintuitive, she had much bigger success niching down to just children’s books than when she sold to a broader audience.

Wendy’s Big Pivot

In 2014, Wendy started selling vintage home decor on Instagram, gradually expanding her business to Etsy, local markets, and antique stores. After growing frustrated with Etsy, Wendy decided to take control by launching her own website. For about a year, she continued selling vintage home decor on her site. But the constant struggle of packaging and shipping large items made her rethink her business model. Aafter spending an hour building a box one afternoon, her husband suggested something that seemed impossible at the time– ditch the big items altogether and focus on books exclusively.

An avid reader all her life, Wendy had  always enjoyed finding children’s books the most, so after some consideration she took her husband’s advice and decided to specialize in vintage children’s books.

This niche focus turned out to be a smart move. Wendy noticed that there were very few booksellers solely dedicated to children’s books online. While many booksellers carried children’s books, hardly any specialized in them.

By narrowing her focus, Wendy carved out a unique space in the market, leading to greater success and satisfaction in her business.

A Methodical Approach to Success

Wendy’s superpower is that she is incredibly consistent and focused. She picks a goal and sticks to it, and this methodical, step-by-step approach has unlocked success for her new venture.

When she first started her business, Wendy had no idea how to run a Shopify store or manage emails. Coming from Etsy, where everything is done-for-you and sellers have little control over their own brands, she faced a steep learning curve when launching her own website. There was so much to learn.

To avoid overwhelm, Wendy broke everything down step by step. She admits there were times she felt frustrated and tempted by “shiny objects”— distractions that make you want to jump ship and try something new. But she always stayed focused on her goals, understanding that success doesn’t come from the first attempt (and sometimes not even from the second or third.) Wendy believes in doing things repeatedly until she gets it right.

She rebuilt her website not once, but twice—first for vintage home decor and then again when she shifted to selling books. This repeated effort gave her plenty of practice rebuilding and adapting her business. 

Wendy’s Secret Weapon: 1:1 Coaching

Wendy’s other secret weapon is getting help when she needs it. Many of our Inner Circle members hesitate to book coaching calls because they don’t know what to talk about or ask. But Wendy started booking calls early on, initially with Claudia (our email marketing coach). Wendy didn’t have time to learn everything at once, so rather than wasting time figuring out her email  service provider, she focused on listing products and getting them up for sale while Claudia worked on her email templates.

With Claudia’s help, Wendy got two master email templates designed with her branding. And Claudia didn’t just create the templates; she also showed Wendy how to use them, even filming the training sessions as part of their coaching calls.

How Regular Coaching Sessions Keep Wendy on the Fast Track to Success 

As Wendy narrowed her focus to vintage children’s books, she realized she needed regular guidance to stay on track. Enter Coach Tina, who meets with Wendy every two weeks, assigns tasks, and reviews her ads to ensure they’re running effectively. Tina helps Wendy by creating a game plan, telling her which Inner Circle trainings to prioritize and which steps to take next.

Wendy doesn’t have to prepare extensively for these calls. She simply outlines her goals and asks for help in creating a plan to achieve them. This approach helps manage her expectations and provides clear direction for where to focus her time and efforts.

From 25 to 200 Web Visitors a Day: How Wendy 10x’d Her Traffic

When Wendy first started, she was getting only about 25 web visitors a day. It was a real struggle—hardly anyone knew about her shop or what her business was about. With such low traffic, making sales was nearly impossible.

Despite having been an Inner Circle member for a while, Wendy had avoided Facebook ads for a long time.

But after completing our Big Picture Training and reviewing her numbers for the past month to identify gaps in her sales funnel, she had an aha moment. She needed a bigger audience if she had any hope of meeting her sales goals.

This is where tools like a brand video become essential for audience building – the video reaches a large audience, and then a second retargeting ad drives traffic to your site, which can significantly boost your numbers. Using these strategies, Wendy almost 10xed her traffic (and doubled her sales).

On track to double her sales again this year, Wendy finds it exciting to compare year-over-year progress. Even if day-to-day numbers feel stagnant, looking at sales data from the same month last year shows just how far she’s come. For example, by the 17th of the current month, she had already tripled her sales compared to last April.

And the butter to her paid marketing bread? Email.

Alongside her paid ads, Wendy is diligently building her email list and sending them campaigns weekly. She’s also in the process of creating automated flows that will keep her subscribers looped in with very little effort on her part.

Even though she’s got a lot to stay on top of, Wendy is the first to say that the weekly effort is paying off. 

Wendy tries to limit product-listing to one or two hours a day to avoid getting distracted from other essential tasks. She emphasizes that marketing should always come first, not last. This disciplined approach helps her maintain steady growth and achieve her business goals.

The Biggest Win Of All: Wendy Is Paying Herself Now

Rather than waiting to hit specific sales goals or order numbers each month, Wendy has started paying herself a percentage of her gross profit each month. Whereas before, she would only take money out of her business sporadically, usually for personal expenses like her daughter’s summer camp or braces. Now, she sets aside 25% of her gross sales every month into a money market account. She’s saving up for a big dream, but after a chat with her mentor, Tina, she realized that if she didn’t start saving now, her dream would never become a reality.

Using a percentage to determine her pay took the pressure off hitting specific financial targets and made the habit of paying herself much easier. She recommends starting small, even with just 10%, and adjust as you feel more comfortable.

Wendy also continues to invest in her business growth through things like personal development and keeping her membership in the Inner Circle active. Nurturing her business’s growth while still enjoying the rewards of her hard work helps keep Wendy motivated and ensures both she and her business are financially healthy.

Advice Wendy Would Give to Her 2021 Self

Wendy says that if she could go back and chat with her 2021 self, she’d tell her to pivot sooner. Back then, she was worried about losing her audience if she switched from vintage decor to books. But after making the switch, she realized that while some followers did drift away, many who loved vintage decor also loved using books to decorate their spaces.

She also began to discover her true audience—people passionate about collecting books or those seeking to reconnect with beloved books from their childhood. These are the folks who had cherished memories tied to these books, perhaps ones they lost or that were damaged over time.

Wendy would also be less afraid to seek help. She now believes in the power of coaching calls for gaining insights and support, which at first she hesitated to take advantage of. Getting consistent advice from experienced coaches has made a huge difference, fast-tracking her progress and helping her stay accountable.

What’s Next For Wendy

Wendy recently launched her YouTube channel and plans to create more content throughout the year. She’s excited to continue growing her sales and expand her business’s reach to the homeschooling community looking to add depth to their curriculum with classic literature.

Wendy is eager to dive into this niche, although she acknowledges she has a bit to learn about the community and their needs. Most importantly, Wendy is careful not to rush into it. She’s focused on making sure her business’s current operations are smooth and effective before branching out.

Wendy believes in ensuring everything is running well before taking on new challenges.

Consistency Is Your Compass

Wendy’s journey is a powerful reminder of the importance of consistency and the value of steady, incremental progress. Each step she has taken, whether pivoting her business model, expanding into new markets, or diving into social media ads, reflects her commitment to moving forward thoughtfully and deliberately. Wendy’s willingness to seek guidance through coaching and to adapt her strategies based on what she learns has significantly contributed to her growth. By putting one foot in front of the other and knowing when to seek help, Wendy continues to build a sustainable and flourishing business. Her story is a lesson to all online store owners to embrace consistency as their compass and to recognize that sometimes, slow and steady really does win the race.

RELATED LINKS:

[Log Cabin Vintage](https://www.logcabinvintage.com/

How Many “Eyeballs” See Your Product?

https://thesocialsalesgirls.com/how-many-eyeballs-see-your-products-get-past-this-roadblock-to-success-episode-175/

Here’s How To Find Your Future Buyers

https://thesocialsalesgirls.com/heres-how-to-find-your-future-buyers-episode-206/

What Happens When You Put Marketing First

https://thesocialsalesgirls.com/what-happens-when-you-put-marketing-first-episode-198/

Build A Massive Audience With A Brand Video

https://thesocialsalesgirls.com/build-a-massive-audience-with-a-brand-video-episode-162/

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GROW YOUR SALES

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Conversion School is a step by step process to grow your sales,
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Works for Ecommerce stores at all stages.

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