How Raquel generated 900 leads a week (and what happened next), Episode 271

How Raquel generated 900 leads a week (and what happened next), Episode 271

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How Raquel Generated 900 Leads a Week—And What She Discovered When She Finally Tracked Them

When email works, list-building becomes the strategy. But what if your cheapest leads never buy?

Raquel Rose didn’t set out to build a 7-figure brand. What started as handmade Catholic toys to keep her toddler busy in church quickly evolved into The Little Rose Shop, a thriving online business with modern Catholic gifts for moms, babies, and families.

After realizing just how well email marketing was converting her audience into buyers, Raquel made it her mission to grow her list with purpose. She went all in on lead generation—spending up to $70/day on Meta ads that offered free seasonal downloads. And it worked. At one point, she was pulling in 900 new leads a week.

But when she started digging into her data, the results were not what she expected.

 

Her Email Marketing Was Working—So She Focused on Filling the Funnel

Raquel had already done what so many ecommerce store owners struggle with—she made email work. Her flows were built, her campaigns were going out consistently, and her Klaviyo dashboard showed that 30–40% of her revenue was coming from email. It was proof that when she showed up in people’s inboxes, they bought.

 

“I really trust my email strategy… Because I have the structure in place, I have the campaigns going, I have the flows going. Now I just need to put people into that system.”

 

So instead of scrambling to create more product drops or launch new sales, Raquel decided to lean in. If email was working this well, the logical next step was to get more qualified people into her funnel.

She focused on three core strategies:

  • Running Meta lead generation ads that offered free, seasonal downloads like coloring pages and printable calendars
  • Promoting a gated “Freebie Vault” on her site, packed with high-value, on-brand printables
  • Featuring pop-ups tied to seasonal interest (like Lent or Advent) with new freebies as the hook

Each tactic served a clear purpose: grow the list with people who matched her target customer, then let her welcome flow and campaign calendar turn them into buyers.

This was Raquel’s scaling plan—and by all appearances, it was working. Until she dug deeper.

 

The Data Deep Dive That Changed Everything

With thousands of leads coming in each month, Raquel assumed she was on track. But after a conversation at a mastermind retreat, she realized she had no way to track which sources were actually bringing in new customers.

So she rebuilt her welcome flow to tag subscribers based on how they joined the list. She also created a custom report to isolate new buyers only—those who had never purchased from her before.

What she discovered surprised her.

  • Her Freebie Vault collected 657 emails and converted 4.4% into new customers.
  • Her Seasonal Pop-Up collected 344 emails and converted 9.6%.
  • But her Lead Gen Ads? Despite bringing in 2,536 leads… only 9 of them became customers, a 0.03% conversion rate.

Not All Leads Are Created Equal

The low conversion rate from paid leads was disappointing—but not entirely surprising. While her ads were effective at getting people to sign up, those new subscribers didn’t always stick around to buy. They might have been interested in a freebie, but not committed to the brand.

In contrast, the leads that came from her own website—especially those who saw her purchase conversion ads first—converted 10–20x higher.

That’s when Raquel realized: lead quality is everything.

 

“I found out that some of my lead gen actually wasn’t converting… And it was a bummer, but I’m grateful because now…I’m going to problem-solve it and figure out what’s the better lead gen to get the new customers that are eventually going to buy from me.”

 

 

Now She’s Problem-Solving (Not Quitting)

Instead of shutting down her lead ads, Raquel is refining them. She’s:

  • Testing new audiences (like lookalikes based on purchasers instead of leads)
  • Updating her thank-you pages to include clear offers and product bundles
  • Considering UTM tracking and adjusting attribution to better measure delayed conversions

She’s also keeping a close eye on her cost to acquire a customer—which, for paid leads, was hovering around $194. Ouch.

By contrast, organic traffic and purchase-intent traffic brought in much higher-quality leads—and those customers didn’t need as many touchpoints to convert.

 

“I do wanna explore how I can just build up my purchase conversion ads more. And just getting that high-intent traffic and then capturing ’em with my freebie vault gated page and my popups.”

 

 

What You Can Learn From Raquel

If your email list is growing but your sales aren’t, this episode is a must-listen. Raquel’s story is a great example of what happens when a founder takes the time to build the backend and track what’s actually working.

Here’s the takeaway:
Getting 900 new leads a week sounds impressive. But if they don’t buy, it’s just a vanity metric.

Better data = better decisions. And Raquel is building a smarter, more profitable funnel because of it.

 

RELATED LINKS:

The Little Rose Shop

Learn with Raquel Rose

Do This If You Aren’t Reaching Your Goals:

https://thesocialsalesgirls.com/do-this-if-you-arent-reaching-your-goals-episode-260/

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 strategy that will generate the sales you want:

https://thesocialsalesgirls.com/the-strategy-that-will-generate-the-sales-you-want-episode-250/

 

New FREE Course

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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.

2 Simple Steps To A Better Conversion Rate, Episode 268

2 Simple Steps To A Better Conversion Rate, Episode 268

No time to listen now? We'll send it to your inbox. No time to listen now? We'll send it to your inbox. or scroll down to get the highlights2 Simple Steps to a Better Conversion Rate—And the Fatal Mistake Most Store...

Advice From A Multi-Million Dollar Store, Episode 266

Advice From A Multi-Million Dollar Store, Episode 266

No time to listen now? We'll send it to your inbox. No time to listen now? We'll send it to your inbox. or scroll down to get the highlightsFrom Etsy Side Hustle to Multi-Million Dollar CEO: What Bethany Would Do...

Digital Product Sales of $5K in the Last 30 Days—Here’s How, Episode 270

Digital Product Sales of $5K in the Last 30 Days—Here’s How, Episode 270

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How Lindzee Added $5K/Month to Her Store With One Digital Product

A simple, automated funnel that brings in sales without inventory, shipping, or stress.

What if your next bestselling product didn’t require you to design something new, buy inventory, or ship a single box?

That’s exactly what Lindzee Barrera has done with her brand Birdie Girl Golf. In just a few months, she built a fully automated funnel around a $39 digital product that now brings in over $5,000 a month—and it’s running quietly in the background while she focuses on growing her business.

It’s not a course. It’s not a mastermind. It’s a simple, helpful PDF that solves a real problem for her ideal customer. In this post, we’ll show you how Lindzee did it—step by step.

She Used the Audience She Already Had

Lindzee didn’t launch something wildly different. She stayed in her lane. Her brand, Birdie Girl Golf, is focused on making the sport more approachable for women—and the digital product fits perfectly into that mission.

Rather than try to expand into a new niche or invent something that felt off-brand, she doubled down on her current audience and created a digital resource designed specifically for beginner and intermediate women golfers.

The offer? A 6-week bootcamp that helps new players feel confident, build their skills, and enjoy the game more. The content is approachable, practical, and aligned with what her audience already comes to her for: fun, friendly golf products that meet them where they are.

 

“My mission is to get more women to golf. And so it fits with my mission.”

She Built a Waitlist With the Right Freebie

To get this funnel off the ground, Lindzee started with a freebie that would attract the right people: a download called “Five Days of Drills”. It’s a short, practical PDF filled with beginner-friendly exercises that can be done at the driving range or at home—exactly the kind of content her target audience would be interested in.

She promoted the freebie using Meta lead ads and a simple landing page with a form. The result? Over 1,100 new subscribers added to her email list in a short period of time. No expensive tech stack. No elaborate lead magnet. Just a helpful download that spoke directly to the women she’s already selling to.

She keeps the ad running daily and continues to pull in new leads at a steady pace.

The Email Funnel That Sells on Autopilot

After someone downloads the freebie, they enter a short automated email sequence. This funnel introduces her $39 bootcamp eBook and explains how it builds on the free drills they’ve already received.

She keeps the messaging simple and consistent—reinforcing the value, removing the pressure, and helping her audience feel like this is something they can actually follow through on. There’s no launch schedule, no urgency countdown. It just runs.

And it WORKS.

Her email sequence consistently converts about 3% of new leads into buyers. 

While that may sound modest, when paired with low ad costs and zero fulfillment expenses, it adds up quickly—over $5,000 in sales in just one month.

It’s Pure Margin—and Totally Hands-Off

One of the best parts of this product is that Lindzee never has to touch it.

She uses Filemonk, a Shopify app that automatically delivers the digital file and protects it from unauthorized sharing. Orders are fulfilled instantly, with no manual involvement. That means no 3PL fees, no packaging costs, and no late-night email responses about lost shipments.

Since launching the funnel, she hasn’t updated the product or needed to change her process. The system just works. Every new subscriber enters the same sequence, and the content continues to perform month after month.

It’s not just profitable—it’s sustainable.

She’s Already Planning What’s Next

The success of this digital product has opened the door to more ideas. Lindzee is now planning to turn the eBook into a full video-based course. It’s the same content, just delivered in a more interactive format with added depth and value.

She’s also thinking critically about how to structure future offers without overcomplicating her business. Instead of chasing every new product idea or trend, she’s staying focused on what works—and making sure each new offer continues to serve the same audience.

By creating something once and letting it run, she’s gained not only revenue, but freedom.

Her Advice: Use What You Know

For store owners curious about digital products but unsure where to start, Lindzee’s advice is simple: don’t overthink it. Use what you know

 Look at the questions your customers ask, and create something that answers them.

She wrote her bootcamp based on her own experience learning golf. Then she hired someone on Fiverr to format it and used tools like ChatGPT to organize her thoughts. She didn’t wait until it was perfect—she launched and improved it over time.

 

“You have the content in your head… and ChatGPT can help formulate it cohesively.”

 

You don’t need to be a professional educator to create a digital product. You just need to know a little more than the person you’re helping—and be willing to package that knowledge in a way that’s easy to access and easy to buy.

Why This Simple Funnel Is Worth Replicating

This isn’t a story about overnight success or viral content. It’s about a store owner who took what she knew, packaged it with purpose, and built a funnel that supports her goals—without adding stress.

Lindzee’s digital product isn’t just making sales. It’s serving her audience, aligning with her mission, and giving her time back to keep growing her business.

And if you’re sitting on knowledge your customers would pay for—it might be time to follow her lead.

Want to see what Lindzee built?


👉 Birdie Girl Golf
👉 Filemonk App

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GROW YOUR SALES

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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.

2 Simple Steps To A Better Conversion Rate, Episode 268

2 Simple Steps To A Better Conversion Rate, Episode 268

No time to listen now? We'll send it to your inbox. No time to listen now? We'll send it to your inbox. or scroll down to get the highlights2 Simple Steps to a Better Conversion Rate—And the Fatal Mistake Most Store...

Advice From A Multi-Million Dollar Store, Episode 266

Advice From A Multi-Million Dollar Store, Episode 266

No time to listen now? We'll send it to your inbox. No time to listen now? We'll send it to your inbox. or scroll down to get the highlightsFrom Etsy Side Hustle to Multi-Million Dollar CEO: What Bethany Would Do...

A $14K Pop-Up Shop Promo Using POD, Episode 269

A $14K Pop-Up Shop Promo Using POD, Episode 269

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How Elizabeth Wade Made $14K in 10 Days—Without Touching a Single Product

The smart, seasonal promotion that turned cozy artwork into cash (no inventory required)

How do you run a $14K product launch… with no inventory, no shipping, and no upfront costs?

If you’re artist and entrepreneur Elizabeth Wade, the answer is simple: you turn your artwork into something cozy, call it a “Pop-Up Shop”, and let your audience do the rest.

In just 10 days, Elizabeth sold 367 print-on-demand blankets through her online store. She didn’t discount. She didn’t spend on ads. And she didn’t touch a single product.

Here’s how she did it—plus what you can borrow from her strategy to create your own low-effort, high-impact promotion.

From Artwork to Product—Without Holding Inventory

Elizabeth runs Elizabeth Wade Studio, where she sells illustrated prints, tea towels, and thoughtful gifts inspired by beloved books and universities.

She’s also a painter, a mom, and a business owner who understands that scaling a handmade brand doesn’t always mean making more—sometimes, it means making things smarter.

In the lead-up to the holidays, she had an idea: take her existing art and apply it to print-on-demand blankets using Printful. The setup was quick—just four hours to upload the art and create the listings—and she didn’t need to order a single product in advance.

 

“I had nothing to lose because I don’t have to purchase these blankets up front. I can just load up my artwork that I already had.”

 

She launched with about 40 blanket SKUs, each one featuring different pieces of her existing artwork. There was no shipping, no fulfillment stress, and no cash tied up in inventory. Just cozy, giftable art—ready to go.

She Didn’t Launch a Sale. She Launched a Pop-Up Shop.

Rather than discounting or running a generic Black Friday promo, Elizabeth gave her audience something new and exciting.

She called it a Pop-Up Shop.

 

“I think the word ‘pop-up’ was key, because people knew immediately there’s urgency here.”

 

She made it clear that the pop-up would only be open for 10 days, with a firm close date to guarantee Christmas delivery. That scarcity added urgency. And by using the term “Pop-Up,” she made the offer feel exclusive and special—without adding pressure or complexity.

She launched one week before Thanksgiving—before the rush of Black Friday sales—and it instantly stood out.

The Waitlist That Powered the Launch

Instead of just dropping the product and hoping for sales, Elizabeth built buzz ahead of time.

She teased the promotion on social media and via email, using a simple animated Canva graphic that hinted at something new (and cozy!) coming soon. She drove people to sign up for her waitlist—and made it clear they’d get early access before the shop opened to the public.

In just a few weeks, her waitlist grew to 500 people. No paid ads. Just consistent, on-brand promotion across her existing channels.

And when launch day came? Those 500 people showed up.

 

“I had about 500 on my waitlist… and I sold 150 blankets the first day.”

 

By the time the promo closed, she had sold 367 blankets and brought in $14,000 in revenue.

Why This Worked So Well (And Why It Cost Her Nothing)

Let’s break it down.

It was risk-free.
She didn’t pay for inventory or shipping. If the idea flopped, her only investment was time.

It was perfectly seasonal.
The product—cozy blankets—aligned with holiday gifting and the emotional tone of her brand.

It was easy to execute.
She used art she already had. She didn’t design anything new, just applied her existing catalog to a new format.

It was aligned with her brand.
The blankets weren’t random. They fit her story-loving, nostalgic aesthetic. Customers saw them as an extension of the art they already loved.

It was clearly messaged.
No one was confused. This was a pop-up. It was limited. And it was a one-time chance to buy.

She Did It Again for Valentine’s Day—and You Can Too

Elizabeth reopened the Pop-Up briefly for Valentine’s Day and had another successful mini launch. She plans to run it again next fall with new artwork and more built-in anticipation.

If you want to try something similar, here’s what she recommends:

  • Choose a product that feels like a fit. Think about what aligns with your brand and your customer’s lifestyle.
  • Set a firm open + close date. Scarcity matters—but only if it’s real.
  • Build a waitlist. This one step turned 500 subscribers into $7,000 in sales on day one.
  • Keep it fun. Elizabeth used Canva animations and a warm, personal tone to build excitement and stay on-brand.
  • Trust the model. With print-on-demand, you don’t need to overthink inventory. Just test, sell, and ship as you go.

When Your Art Meets Strategy, Big Things Happen

What makes this story so powerful isn’t just the revenue—it’s the simplicity. Elizabeth didn’t need a new product line. She didn’t need a big team or a ton of ad spend.

She needed:

  • A product people would love
  • A message that created urgency
  • A plan to show up for her audience

Everything else? It took care of itself.

If you’ve ever felt like big promos are only for big businesses—this is your sign. You can start small. You can keep it fun. You can create something meaningful… and make money doing it.

 

“It felt low pressure. ‘Cause if no one bought, it would be okay. I didn’t lose anything.”

RELATED LINKS:

Elizabeth Wade Studio : https://elizabethwadestudio.com

Printful POD: https://www.printful.com/sell-with-printful

Morgan’s Strategy To Sell Out Her New Collections

https://thesocialsalesgirls.com/morgans-strategy-to-sell-out-her-new-collections-episode-221/

From 0 to multiple 6 figures. The story of a creative success.

https://thesocialsalesgirls.com/from-0-to-multiple-6-figures-the-story-of-a-creative-success-

 

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.

2 Simple Steps To A Better Conversion Rate, Episode 268

2 Simple Steps To A Better Conversion Rate, Episode 268

No time to listen now? We'll send it to your inbox. No time to listen now? We'll send it to your inbox. or scroll down to get the highlights2 Simple Steps to a Better Conversion Rate—And the Fatal Mistake Most Store...

Advice From A Multi-Million Dollar Store, Episode 266

Advice From A Multi-Million Dollar Store, Episode 266

No time to listen now? We'll send it to your inbox. No time to listen now? We'll send it to your inbox. or scroll down to get the highlightsFrom Etsy Side Hustle to Multi-Million Dollar CEO: What Bethany Would Do...

2 Simple Steps To A Better Conversion Rate, Episode 268

2 Simple Steps To A Better Conversion Rate, Episode 268

No time to listen now? We'll send it to your inbox.

No time to listen now? We'll send it to your inbox.

or scroll down to get the highlights

2 Simple Steps to a Better Conversion Rate—And the Fatal Mistake Most Store Owners Miss

Before you spend another cent (or second) driving traffic,  fix this first.

Most ecommerce store owners suspect their conversion rate could be better.

They know they’re getting traffic. People are visiting. Some are even adding to cart. But the sales just aren’t where they should be—and no one can quite figure out why.

If that sounds familiar, this post is for you.

Today, I’m sharing two super simple steps you can take right now to improve your conversion rate—without touching your product catalog or running a single ad.

But I’m also going to share something far more important:

The one fatal mistake we see on almost every store homepage we review—even for six- and seven-figure businesses.

Fixing that one thing? It changes everything.

Let’s start with two quick wins.

Tip 1: Add a Pop-Up That Gives People a Reason to Buy Now—Then Make It Easy to Find Again

You probably already have a pop-up on your site. That’s great. But the real question is—what happens after your visitor closes it?

Most people close the pop-up and keep browsing. Maybe they weren’t ready to buy. Maybe they didn’t love the timing. But then they click around, fall in love with your product, and realize—“Wait… wasn’t there a discount or something?”

They can’t find it again. So they don’t buy.

Here’s how to fix it:

  • Make sure your pop-up includes a real incentive (10% off, free gift, $10 to spend)
  • Add a Teaser—a little clickable tab that stays visible while they browse

 

“Most stores are missing an opportunity to double or triple their pop-up submission rate—just because they’re not using a teaser.”

 

Adding a teaser is low-effort, high-reward. When your offer is always accessible, more visitors take action—and more buyers convert.

Inner Circle members who use teasers often see 4–9% submission rates, compared to the typical 2–3%.

Tip 2: Use an Exit Intent Pop-Up in the Cart

Adding to cart is a strong buying signal. But for a lot of store owners, that’s where things fall apart.

People abandon carts all the time. It’s normal. But here’s the good news: it’s also preventable.

Use an exit intent pop-up that appears when someone is about to leave the cart page. Offer the same discount or incentive they saw earlier. Catch them at the hottest moment—just before they bounce.

 

“Cart exit pop-ups convert 5% better than pop-ups shown elsewhere on your site.”

 

Even if they don’t buy right away, that pop-up can get them to start checkout—and once they do, you can capture their email and trigger your abandoned cart flow (which converts at 3–4%, by the way).

This is one of the easiest ways to recover sales you were already close to getting.

What If Your Homepage Is The Problem?

Pop-ups help. Exit intents help. But the biggest conversion killer we see on ecommerce sites?

It’s the homepage.

Time and time again—whether it’s a brand-new store or one doing $500K a year—we land on the homepage and… nothing’s clear.

  • We can’t tell what you sell
  • We don’t know who it’s for
  • We have no idea why we should shop with you

You’ve got maybe five seconds to make a first impression. If your homepage doesn’t communicate the basics, people bounce. Fast.

 

“You spend time and money getting people to your site—you owe it to yourself to help them stick around.”

 

Here’s the stat: ecommerce bounce rates can hit 45%. That means almost half of your visitors are seeing one page and leaving.

That’s not a traffic problem.
That’s a conversion problem.

And the homepage is the most common—and most damaging—place where things break down.

The Good News: You Can Fix This Fast

If you’re nodding along right now and thinking, “Okay… I definitely need to work on my homepage,” we’ve got something for you.

It’s called Browsers to Buyers Bootcamp—a week-long workshop designed to help you fix your homepage and optimize your site for conversions.

Inside the bootcamp, you’ll:

  • Learn what a high-converting homepage actually needs
  • Get live feedback from our coaches
  • Watch short, focused lessons you can keep forever
  • Ask your questions in a private FB group
  • See examples of real store improvements that drove real results

The bootcamp is just $15, and you’ll walk away with a homepage that turns those casual lookie-loos into happy customers.

Don’t Let This Mistake Cost You Another Sale

If your store is getting traffic, but not sales, don’t assume you need to hustle harder or discount more.

You might just need to fix your homepage.

Start with your pop-up.
Add the cart exit intent.
And then join us for Bootcamp so you can fix the real problem—the one almost every store has but no one talks about.

👉 Join the Bootcamp now for $15

 Let’s turn your browsers into buyers—for real this time.

 

 

RELATED LINKS:

Join Browsers To Buyers Bootcamp now for $15, CLICK HERE!

4 Steps To High-Converting Product Pages

https://thesocialsalesgirls.com/4-steps-to-high-converting-product-pages-episode-232/

The Thing Everyone Forgets About Conversion

https://thesocialsalesgirls.com/the-thing-everyone-forgets-about-conversion-episode-212/

One sneaky little mistake can be a conversion killer

https://thesocialsalesgirls.com/one-sneaky-little-mistake-can-be-a-conversion-killer-episode-171

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.

2 Simple Steps To A Better Conversion Rate, Episode 268

2 Simple Steps To A Better Conversion Rate, Episode 268

No time to listen now? We'll send it to your inbox. No time to listen now? We'll send it to your inbox. or scroll down to get the highlights2 Simple Steps to a Better Conversion Rate—And the Fatal Mistake Most Store...

Advice From A Multi-Million Dollar Store, Episode 266

Advice From A Multi-Million Dollar Store, Episode 266

No time to listen now? We'll send it to your inbox. No time to listen now? We'll send it to your inbox. or scroll down to get the highlightsFrom Etsy Side Hustle to Multi-Million Dollar CEO: What Bethany Would Do...

What Every Store Owner Needs to Know About Business Debt, Episode 267

What Every Store Owner Needs to Know About Business Debt, Episode 267

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No time to listen now? We'll send it to your inbox.

or scroll down to get the highlights

Should You Take on Business Debt? Here’s What You Need to Know First

Money coach Ciara Stockeland shares how to use debt wisely—and what to do if it’s already weighing you down

Let’s talk about something that keeps a lot of store owners up at night: debt. It’s one of the most common questions we hear:

“Should I take out a loan to grow?”
“How do I know if debt is helping—or hurting me?”
“Is it even possible to get out of this hole?”

On the podcast, I sat down with Ciara Stockeland, money and inventory coach for ecommerce store owners, to get real about what debt actually means for small businesses. The truth?

Debt isn’t good or bad—it’s just a tool.

But like any tool, it’s dangerous if you’re using it without a plan. If you’ve ever had debt stress,  keep reading.

Not All Debt Is Created Equal

One of the biggest mistakes store owners make is treating all debt the same. But lumping everything together—credit cards, loans, lines of credit—just makes it harder to make smart decisions.

Ciara broke it down for us. There are five primary types of debt most product-based business owners encounter, and each one comes with different levels of risk, flexibility, and long-term impact.

 

“Debt has no moral authority. It’s a tool—but you have to understand why you’re using it.”

 

Here’s how they stack up:

1. Conventional Debt

These are your traditional, bank-issued term loans, Small Business Administration (SBA) loans, or even a home equity line of credit (HELOC). They typically have lower interest rates and predictable payment terms over several years.

When it’s good: You have strong financials, a solid plan, and need capital for long-term investment (like equipment, expansion, or a bulk inventory buy).

Watch out for: Approval can be slow. You’ll likely need a good credit score, and possibly collateral. And if you’re not confident in your repayment timeline, it can become a burden fast.

2. Shark Loans

These are the quick-cash offers from platforms like Shopify Capital, PayPal Working Capital, or Square Loans. They’re fast and easy—usually based on your sales history. But they take a daily percentage of your sales until the loan is repaid.

When it’s good: Rarely. These can be helpful in very short-term, high-margin scenarios if you absolutely know the ROI.

Watch out for: These loans siphon your cash every day—which means your bank balance might never rise even when sales do. Many store owners feel stuck in a cycle they can’t get out of.

3. Credit Cards

We all know them—and most of us have used them. They’re flexible, accessible, and easy to use for emergencies or shortfalls.

When it’s good: If you pay them off monthly and use rewards strategically, they can be helpful for cash flow.

Watch out for: High interest rates, creeping balances, and the temptation to spend money you don’t actually have. They often become a catch-all for “I’ll figure it out later” spending.

4. Owner or Family Loans

These are informal loans from yourself, a spouse, or a supportive relative. They’re often interest-free and come with emotional strings.

When it’s good: If documented and repaid with intention, they can be a great source of startup capital.

Watch out for: Guilt. Resentment. Avoiding repayment because “it’s just family.” These should be formalized with terms so they’re treated like any other loan.

5. Lines of Credit

A line of credit gives you access to funds up to a limit that you can draw from and repay repeatedly—similar to a credit card, but usually with lower interest and more structure.

When it’s good: For managing seasonal swings or buying inventory when you know the sales are coming. Great for businesses with predictable needs and repayment plans.

Watch out for: Treating it like free money or using it to plug holes you haven’t actually fixed. A LOC works best with discipline and a clear cash flow plan.

By understanding the purpose and impact of each type of debt, you can make better decisions—not just about how to borrow, but whether to borrow at all.


Don’t Ask “Which Loan?”—Ask “Why Now?”

Here’s the real game-changer: before you even think about what kind of loan to take, you need to understand why you need the money.

Because sometimes, the problem isn’t a cash shortage—it’s a margin problem. Or a growth problem. Or a pricing problem.

 

“If you don’t understand why you’re short on cash flow, you’re just going to end up with more problems—plus the debt.”

 

So before you click “accept” on that Shopify Capital offer, ask yourself:

  • Am I borrowing to fuel healthy growth—or cover a hole?
  • Is my pricing and margin set up to support this expansion?
  • What’s the plan to repay this?

If you can’t answer those questions confidently, hit pause.

The Quick Math Problem That Tells You If You’re Ready

Before taking on debt, Ciara recommends a quick but powerful exercise:

  1. Write down last month’s sales
  2. Subtract your cost of goods sold and all expenses (including what you pay yourself)
  3. What’s left over?
  4. Now look at your projected debt payment. Can you cover it with what’s left?

If the answer is no—or if you’re already using debt to pay debt—that’s your red flag.

When Debt Does Make Sense

Not all debt is bad. In fact, some of Ciara’s most successful clients use debt as a tool—with a very clear plan.

She shared the story of a skincare brand owner who used a line of credit once a year to buy all of her inventory in bulk. The margin was strong. The plan to sell was in place. And the payback strategy was rock solid. After a few years, she transitioned to using her own cash.

 

“She never has to go to the bank again. And she’s making money on her money.”

 

That’s the goal—not never borrowing, but building a business that doesn’t rely on borrowing.

Already in Debt? Here’s What to Do

If you’re already juggling multiple loans, credit cards, or lines of credit, Ciara laid out a 5-step strategy to start untangling it:

  1. Pay off shark loans first. These hurt your cash flow the most because they take a chunk of your sales every single day.
  2. Formalize any owner/family loans. Put them on paper. Make them feel real.
  3. Start building an inventory savings account. Even $50/month helps.
  4. Consolidate or refinance remaining debt into one manageable term loan, if possible.
  5. Tackle credit cards last. Why? Because credit cards are usually a symptom—not the root problem.

 

“Once you change your behavior, the credit card takes care of itself.”

 

Peace of Mind Starts With a Plan

This conversation wasn’t about fear or shame—it was about clarity.

Debt can feel heavy and confusing. But when you understand the numbers, the options, and the why behind your decisions, you stop reacting—and start leading.

You don’t need to be debt-free tomorrow. You just need to make your next move on purpose.

 

RELATED LINKS:

Check out Ciara’s Website: https://www.ciarastockeland.com/

How to get control of your $

https://thesocialsalesgirls.com/how-to-get-control-of-your-episode-158/

Frustrated by wasting time and money? A new approach for getting ROI

https://thesocialsalesgirls.com/frustrated-by-wasting-time-and-money-a-new-approach-for-getting-roi-episode-183/

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.

2 Simple Steps To A Better Conversion Rate, Episode 268

2 Simple Steps To A Better Conversion Rate, Episode 268

No time to listen now? We'll send it to your inbox. No time to listen now? We'll send it to your inbox. or scroll down to get the highlights2 Simple Steps to a Better Conversion Rate—And the Fatal Mistake Most Store...

Advice From A Multi-Million Dollar Store, Episode 266

Advice From A Multi-Million Dollar Store, Episode 266

No time to listen now? We'll send it to your inbox. No time to listen now? We'll send it to your inbox. or scroll down to get the highlightsFrom Etsy Side Hustle to Multi-Million Dollar CEO: What Bethany Would Do...

Advice From A Multi-Million Dollar Store, Episode 266

Advice From A Multi-Million Dollar Store, Episode 266

No time to listen now? We'll send it to your inbox.

No time to listen now? We'll send it to your inbox.

or scroll down to get the highlights

From Etsy Side Hustle to Multi-Million Dollar CEO: What Bethany Would Do Differently

Hard-earned lessons on growing fast, leading a team, and making profit-driven decisions

What does it really take to grow a store to multi-seven figures? If you ask Bethany Wysolmerski, founder of Rubi & Lib, she’ll tell you: it’s not just about making sales.

It’s about leading people. Managing pressure. And being willing to make hard decisions—even when it means shutting down a brand that used to feel like the future.

In our conversation on the podcast, Bethany opened up about what she’s learned on her journey from handmade cake toppers on Etsy to managing a 10,000-square-foot commercial space and a team of full-time staff. Her story is packed with insights—especially if you’re in that six-figure range and wondering what it takes to scale.

From Glitter and Glue to 7 Figures

Before she was managing a 10,000-square-foot commercial space and a full-time team, Bethany was running an Etsy shop from her kitchen table—literally. Back in 2011, she started Pink Poppy Cupcakes, a side hustle that sold personalized party decor like cupcake toppers, banners, and first birthday decorations. Every piece was handmade—she cut the paper with a silhouette machine, glued each layer by hand, and sealed it all with a sprinkle of Mod Podge and glitter. It was messy, creative, and something she did in the evenings after her corporate HR job—just for fun.

Like so many of us, she didn’t start with a master plan. She started with something she loved. And over time, that “just for fun” business turned into Rubi & Lib—a multi-brand, multi-seven-figure powerhouse with a team, systems, and serious staying power.

The big shift came when she noticed her wedding cake toppers were consistently in demand. She saw the opportunity and leaned into it—scaling back birthday party decor and focusing fully on weddings. As orders increased, Bethany realized she couldn’t keep doing it all alone.

Her first big leap was hiring a part-time employee—someone to help assemble toppers while she focused on production and shipping. Around that time, she also set up her first website (though most sales still came through Etsy) and began thinking about how to scale beyond the kitchen table. These early moves laid the groundwork for what came next: a full rebrand, a deeper niche, and a business that was ready to grow.

The result? Sales took off. By 2019, they were on the verge of hitting 7 figures—and Bethany had turned a scrappy side hustle into a serious business with serious momentum.

When COVID Cancelled Weddings, She Asked What Her Customers Needed

In 2020, Rubi & Lib had carved out a profitable niche in wedding decor. Then the world stopped—and so did the weddings.

Instead of panicking, Bethany asked a better question: What do our customers need right now?

So she surveyed her email list.

 

“They came back with—we want gifts. Right? We’re in COVID, they want to connect with their loved ones. They can’t get out to the stores.”

 

That response turned into Barn Street Designs, a second brand selling giftable products. They launched it just two weeks before Black Friday—and it worked. In fact, for the first time ever, their website outperformed Etsy.

Takeaway: When the path forward feels unclear, listen to your customers. They’ll show you where to go next.

Hiring Made Growth Possible—And Challenging

As sales took off, so did the complexity of Bethany’s business. She started hiring—not just helpers, but team members with serious skillsets: a purchaser, an office manager, a designer, and more.

The payoff? More ideas, more capacity, and faster growth. But also… more pressure.

“We’re not a speedboat anymore. We’re a cruise ship. If we want to adjust a little bit, it takes time to get everybody on board and start moving the ship.”

Bethany learned to lead, to manage roles, and to reassign people based on their strengths. And she learned the difference between being a seller—and being a CEO.

When Sales Were High But Profit Was Gone

Fast forward to 2023. Bethany’s top-line revenue was strong. Her business had grown quickly, and from the outside, everything looked successful. But behind the scenes, something wasn’t adding up. Despite solid sales across multiple brands, she was losing money—and the stress of covering payroll, credit cards, and rising overhead was keeping her up at night.

 

“I’m watching my sales year after year increase. And I’m watching my profit at the bottom line dwindle further and further down to zero.”

 

So she blocked out time, shut the door to her office, and manually broke down the numbers. Brand by brand. Line by line. When she finally separated her financials and assigned labor, product costs, and overhead correctly, the problem became crystal clear: Barn Street Designs, the second brand she had launched during COVID, was draining resources faster than it was generating profit.

 

“I looked at that number for maybe 30 seconds… and immediately messaged Susan and said, ‘I’m shutting it down.’”

 

It wasn’t an easy decision. Barn Street had been a pandemic pivot that helped save her business, and she’d invested a lot of time and emotion into growing it. But once she saw the data, she didn’t hesitate. She shut it down in January. Within three months, two of those months were profitable—something that hadn’t happened that early in the year for a long time.

What She’d Do Differently (If She Were Starting Today)

Bethany has no regrets—but she does have wisdom. Here are five things she wishes she’d done sooner:

1. Get a P&L every month—and understand it.

If you don’t get your financials on time, speak up. If you don’t understand them, ask for help.

 

“I left [a retreat] going, why am I afraid of my accountant? I pay them. I need something. Why am I so afraid to say that?”

 

2. Test and try new things while you’re small.

Early on, it’s easier to pivot. Don’t be afraid to experiment with ads, product lines, or bundles when it’s just you. It’s harder to shift a cruise ship than a speedboat.

3. Listen to your customers.

Your next winning product (or pivot) might be waiting in your inbox. Survey your list. Read reviews. Success leaves clues.

4. Make hard decisions based on facts, not feelings.

Bethany loved Barn Street. But when she saw it was draining the business, she shut it down fast—and moved on.

 

“Once I made the decision, it was this just freeing moment… I was breathing again.”

 

5. Ask for help. Sooner than you think.

You’re not meant to figure it all out alone. The sooner you ask for support, the sooner you can move forward.

Grow Fast If You Want—But Grow Smart If You Can

Bethany built a multi-seven-figure store from scratch. But her biggest success didn’t come from sales. It came from self-awareness, strategy, and the willingness to make hard calls.

Whether you’re trying to hit your first $100K or holding down a $2M business, her story is proof that profit isn’t a reward for working harder. It’s the result of leading smarter.

 

RELATED LINKS:

Check out Bethany’s Business here:
rubiandlib.com
Instagram: @rubiandlib
Facebook: Rubi & Lib

The Real Source of Stress For 6 And 7-Figure Store Owners
https://thesocialsalesgirls.com/the-real-source-of-stress-for-6-and-7-figure-store-owners-episode-214/

Do This Now And Be More Profitable
https://thesocialsalesgirls.com/do-this-now-and-be-more-profitable-episode-204/

The $500/Hour Job You Should Be Doing
https://thesocialsalesgirls.com/the-500-hour-job-you-should-be-doing-episode-226/

 

 

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.

2 Simple Steps To A Better Conversion Rate, Episode 268

2 Simple Steps To A Better Conversion Rate, Episode 268

No time to listen now? We'll send it to your inbox. No time to listen now? We'll send it to your inbox. or scroll down to get the highlights2 Simple Steps to a Better Conversion Rate—And the Fatal Mistake Most Store...

Advice From A Multi-Million Dollar Store, Episode 266

Advice From A Multi-Million Dollar Store, Episode 266

No time to listen now? We'll send it to your inbox. No time to listen now? We'll send it to your inbox. or scroll down to get the highlightsFrom Etsy Side Hustle to Multi-Million Dollar CEO: What Bethany Would Do...