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How to Build a Profitable, Authentic Business: Birgit’s Story

If you’ve ever wondered how to turn a passion project into a thriving business, Birgit Tolman’s story is exactly what you need to hear. As the owner of The Wishing Thorn, a cross-stitch pattern store, Birgit has built a multi-six-figure business by staying authentic, connecting with her audience, and mastering the art of email marketing.

Let’s dive into her journey—from starting with a small audience to creating a business that drives consistent revenue and gives her the freedom to plan for the future.

Finding Your People: The Secret to Reaching the Right Customers

Every successful business starts with knowing your audience. For Birgit, that meant authentically engaging with her community on social media and discovering their shared interests beyond cross-stitch patterns.

“I did a post on Instagram about watching reruns of a mystery show, and the comments poured in—‘I love that show too!’” Birgit shared. That post sparked an “aha” moment: her audience loved mysteries, antiques, gardening, and quilting, not just stitching​​.

By leaning into those passions, she built a stronger connection with her followers. Birgit began sharing more about these themes through her content and products, incorporating Victorian designs and farmhouse styles that resonated deeply. This genuine engagement turned casual followers into a loyal community excited to support her work.

The Vault That Filled the Funnel: Growing an Email List

Birgit knew that growing her email list was crucial to building a successful business, so she created a gated sales page to make it happen. This was a dedicated page on her website where visitors could access a selection of free cross-stitch patterns—but only after signing up for her email list.

“I have a pop-up on my site, and if they want access to the free pattern vault, they have to get onto the list,” Birgit explained​. This simple yet powerful approach attracted engaged subscribers who valued her designs and were excited to stay connected.

The gated page wasn’t just about adding names to her list—it helped her build a community of people genuinely interested in her work. By nurturing these leads with regular email campaigns, Birgit turned her list into a consistent driver of revenue.

Turn On the Tap: How Email Drives 70% of Sales

Birgit’s email marketing strategy is the cornerstone of her business. With a mix of weekly campaigns and automated flows, her emails now drive up to 70% of her sales​.

“When I email consistently, sales go up. When I don’t, they slow down.”

Her strategy includes:

• Weekly campaigns: Day one to announce new products, day four to follow up with a hot segment.
• Automated flows: Welcome emails, abandoned cart reminders, and post-purchase follow-ups.

Why You Don’t Have to Do It All Alone

One of Birgit’s smartest moves was recognizing that she didn’t need to figure everything out on her own. Early on, she invested in private coaching calls with Inner Circle coaches to fast-track her learning and make confident decisions for her business.

“These coaching calls were game-changers,” Birgit shared. “Instead of spending hours second-guessing or trying to piece together a strategy, I got clear, actionable advice tailored to my business.”

The coaches helped her refine key strategies like email marketing, audience engagement, and setting up effective sales funnels. For instance, during one session, a coach suggested small tweaks to her automated email flows that immediately improved her open and click-through rates. Another session helped her optimize her gated sales page to drive even more subscribers.

Beyond the advice, these calls gave Birgit accountability and confidence. “Having someone to check in with and guide me through challenges kept me focused and on track,” she explained.

By leveraging coaching, Birgit freed up her time and mental energy to focus on what she loves—creating and connecting with her audience—while growing her business faster than she could have on her own. It’s proof that asking for help isn’t a weakness—it’s a strength that leads to results.

The Ad That Keeps on Giving: Let What Works Run

During Traffic Bootcamp, Birgit created an ad that performed exceptionally well—and instead of constantly tweaking it, she let it run.

“Don’t mess with something that’s working—just let it run,” she explained​. This approach consistently drove traffic and sales without unnecessary complications.

Show Up Authentically: Build a Community Around Your Brand

Birgit connects with her audience by showcasing completed projects and engaging with them on topics they love.

“I encourage my customers to send me pictures of what they finished, and then I post them on social media,” she shared. “They love that. Suddenly, there’s 200 people who love what they did, and they feel proud”​.

Beyond celebrating her customers, Birgit’s authenticity extends to how she shares her own story—the wins, challenges, and lessons learned. This transparency builds trust and loyalty, making her customers feel like they’re part of something bigger.

Your Business, Your Way: Build a Life You Love

Birgit’s journey shows that building a profitable, authentic business is possible with the right strategies and mindset. Here are her top takeaways:

• Know your audience: Lean into what they love.
• Grow your email list: It’s your most powerful tool.
• Invest in help: Fast-track your growth with the right support.
• Stay authentic: Build connections that go beyond transactions.

Ready to take the next step? Check out our Reliable Revenue program launching this February—it’s packed with strategies to help you build consistent, predictable income, just like Birgit.

Let Birgit’s story inspire you to create a business that’s not just profitable, but also brings you joy.

RELATED LINKS:

See Birgit’s Website here: https://thewishingthorn.com/

Learn more about the Reliable Revenue Course:

https://classroom.thesocialsalesgirls.com/reliable-revenue

Stabbing in the dark is gone. I know how to create income

https://thesocialsalesgirls.com/stabbing-in-the-dark-is-gone-i-know-how-to-create-income-episode-249/

We’re Getting Consistent Revenue Now

https://thesocialsalesgirls.com/were-getting-consistent-revenue-now-episode-202/

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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.