This transcript was generated from the episode audio and may contain minor errors.
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Got a cool question from a listener named Beatrice. She launched a collection of scarves, like statement scarves, and she has no background in textiles. She was just like, this would be a cool business for me. What can I do? How can I leverage the other skills that I have?
So she took an unconventional approach. This has been a selling point for her, but she's also worried about how to reassure customers that her products are high quality and worth their trust, since this is not her background. So if you're in a situation where you're trying to break into an industry where you don't have formal training, it can feel intimidating, but sometimes that perspective is exactly what sets you apart, right? So how do you turn being an industry outsider into an advantage? How can you use that outsider status as a strength?
Let's talk about it. That's today's question. Welcome to Cydesle School, detailed version, and my answer coming right up. [Music]
Hi everyone, Beatrice here. I decided to launch a collection of statement scarves, despite having zero professional background in textiles.
Surprisingly, my lack of training has become an unexpected selling point. It's given me a fresh unconventional style that stands out, but I also worry about potential customers who might question my credibility. Why buy from someone who hasn't studied fashion or worked in the industry? How can I keep leveraging the creative freedom that comes from being an outsider, while reassuring buyers that I'm serious and committed, despite not being a so-called expert? [Music]
Beatrice, I always think it's great for products to speak for themselves first.
It sounds like you have a product that is high quality and customers are enjoying it. So that's the most important thing. I think you would have to worry a lot more about being an imposter if the products weren't good. But since you have put some time into refining your production process and you are happy with these products, it sounds like, I mean, that is great. So let's lead with that.
And maybe secondly is own your outsider story. Like your outsider story is actually your brand's unique strength. So customers are drawn to authenticity. They are drawn to anything that's different or interesting. So in fact, highlight that story in your marketing.
Again, leading first with the product. I think that's important, like lead with the product. But then secondly, your story perhaps is like, I'm not a trained designer. I'm someone who saw a gap in the market for this type of bold creative design. And I decided to fill it with my own vision, right?
Like I learned along the way. So you can use that storytelling on your website and social media and product tags to make things a little bit relatable and memorable. You might wanna also leverage social proof because that ultimately boosts your credibility. If customers like your product, let's hear from them, right? Collect testimonials from early customers, highlight comments like, I've never seen anything like this or the quality is just incredible.
Like focus on those stories, highlight those stories, amplify them however possible because that will overcome a lot of objections, all right? And then last but not least, build a Y around your brand, like a W-H-Y. Brands with a mission often feel more credible and trustworthy. A clear mission also helps customers see your passion and authenticity. And if you do those things, it's gonna matter far more than having traditional qualifications or being a traditional expert.
You're gonna be way ahead and it sounds like you're already well on the way. Good luck with that. Thanks for being out there. Listeners, thank you for being out there. If you have a question, sidehustleschool.com/questions.
We'll continue to feature them throughout the year along with updates from other listeners as they launch and grow their projects. Take care of yourself. It's only one thing today to get closer to a goal you believe in. My name is Chris Guillebeau. This is Side Hustle School.
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- From the Onward Project.
