Episode 79: Jessica Totillo Coster

Entrepreneur Conundrum Podcast

Episode Summary

Jessica Totillo Coster supports female entrepreneurs in creating the correct strategy for their business.

EC 01   |    4min

About The Guest

Jessica is an eCommerce strategy expert and support for female entrepreneurs. 20+ years of retail & eCommerce experience gives her the ability to support female entrepreneurs in creating the right strategy for their business.

After 20+ years in retail and 3 years as the only employee of a 7-figure eCommerce business, now she is working with the top experts in eCommerce, SEO, web development, and digital marketing.

Jessica supports female entrepreneurs with actionable strategies and tactics to grow and scale their eCommerce businesses. Learning from the top experts in the digital marketing & eCommerce industry she loves working with female entrepreneurs and teaching the secrets of 7-figure eCommerce businesses.



Facebook: https://www.facebook.com/ecommercebadassery
Instagram: https://www.instagram.com/ecommercebadassery/

Episode Transcript

[00:00:00] Virginia: Welcome to Entrepreneur Conundrum with Virginia Purnell where growing entrepreneurs. Share how they get visible online. Hey everyone, I’m talking with Jessica Totillo Coster about supporting female entrepreneurs and creating the correct strategy for their business. Jessica is an e-commerce strategy, expert and support for female entrepreneur.

[00:00:21] 20 plus years of retail and e-commerce experience has given her the ability to support female entrepreneurs in creating the right strategy for their business. So after that time in retail and three years as the only employee of a seven figure e-commerce business, she now is working with top experts in e-commerce SEO, web development, and digital marketing.

[00:00:42] Jessica supports female entrepreneurs with actionable strategies and tactics to grow and scale their e-commerce business. Learning from the top experts in the digital marketing and e-commerce industry. She loves working with female entrepreneurs and teaching the secrets of acceptance figure e-commerce business.

[00:00:59] Welcome, Jessica. Thank you so much for joining. 

[00:01:01] Jessica: I’m excited to be here. I’m excited to have you here today. 

[00:01:04] Virginia: So how did you get to kind of get you are today? Like how did your journey come to be? 

[00:01:09] Jessica: Well, actually, my journey started as a little girl who used to sleep in her new shoes and because I was obsessed and as an adult, that’s still the case ask my husband.

[00:01:21] I don’t sleep in them, but I do. I do collect shoes. So it was really no surprise when I ended up going down kind of the fashion apparel route. And I’ve been working in retail for such a long time. It was like my very first job. And I was so excited to be surrounded by clothes all day. And I ended up going to school for fashion merchandising, and I thought I was going to be a buyer and work my way up the corporate ladder.

[00:01:44] And then I figured out that’s more spreadsheet than fun and I can, I can only do spreadsheets for so long before. I just want to like crawl out of my skin. So I really eventually just kind of moved into the marketing side of retail and, I really love it here. And it’s, you know, selling physical products is just kind of what I did.

[00:02:07] And it’s just always been what I do. And when things started moving so much online, you know, Facebook, Instagram, like those were not things. When I was going to school, digital marketing, wasn’t really a thing. So I’m very self-taught. And you know, you said, in my intro, I’ve worked with a lot of consultants and I’ve learned so, so much along the way.

[00:02:27] And it’s really been what I do now, which we’ll obviously talk about, but it’s really like my favorite job that I’ve ever. So it’s just been a really fun journey.

[00:02:38] Virginia: That’s exciting. Have you gotten busy the last couple of years then? 

[00:02:41] Jessica: Definitely. So definitely I for the last few. So I’ve been full-time in my business in September of 2020.

[00:02:49] I can’t believe it’s already been over a year that went by so quickly. Okay, thank you. But before that, I was working with a national retailer and I had started out in the marketing department for their brick and mortar stores. And at the time we had 13 stores. Now they have 35. So they’ve grown a lot in, you know, the seven years I was there.

[00:03:12] And at some point along the way, I don’t even remember. Maybe it was about two years in, I guess we launched e-commerce and we had an e-commerce site, but it was just sort of a white label commission site that we didn’t really do anything with, but we really created this whole e-commerce division. And I in the beginning was the only employee of that division.

[00:03:35] I jeez, very stressful your to-do list. You’re not getting it all done. What’s wrong with you? I had a part-timer you know, who packed and shipped orders. I literally did everything else, even, you know, the buying and the replenishment and the product upload and the marketing and the email and the social.

[00:03:58] And I was still doing stuff for the brick and mortar portion of the business as well. So I cried a lot. At that job, but I wouldn’t take any of it back. Right. Because I learned so much there and I was very lucky to be in like a mid size ish company. So I got to wear a lot of hats. I had a really great boss who just kind of let me go and do my thing and let me make my own mistakes and try new stuff.

[00:04:25] And I’m really, you know, just grateful for that experience. And. I mean, I wouldn’t probably wouldn’t do it again, but

[00:04:34] Virginia: I would do it again but I don’t want to leave it. 

[00:04:39] Jessica: Yes. But it is that experience that allows me to support female entrepreneurs now. Right. And I like to always say I’m teaching them everything I learned the hard way. So they don’t have to write, cause I didn’t have someone there to give me those shortcuts and kind of show me, show me what was, what, so I like to be that for the female entrepreneurial community.

[00:05:05] Virginia: So your clients that you work with now, what are some of the common mistakes you see them making? 

[00:05:11] Absolutely. 

[00:05:12] Jessica: So they’re all for the most part, you know, these are people who started a business from their kitchen table. They didn’t really have product or e-commerce experience per se. Maybe they’re solving a problem that they had a product they couldn’t find in the market, or, you know, they just really love clothes.

[00:05:31] So they started a boutique. Like that’s why I started a boutique years ago. I just love to be around clothes. So. They didn’t have the background to really understand their analytics. Right. They don’t necessarily know what’s driving their business and maybe they’ve done a really great job of getting to that first six and multi-six figure mark, thanks usually to social, to having a really great product, but it’s like, okay, I got here, but like, how do I get to the next step?

[00:05:59] And so what I see is they’re not utilizing. All of their marketing channels as well as they can be. Usually that’s email marketing. So I love to be the one who really comes in. And this is kind of what happened when I started of really educating about the value of email for e-commerce and then also teaching them how to not only read the analytics, but like, what is, what does it mean?

[00:06:26] What do these numbers mean? If, if you know that your conversion. This will, like, what is the next step or how to understand which marketing channels are really the ones driving your business. So you know where to double down and where to kind of pull away. So those would be like the two main things I see people struggle with.

[00:06:43] Virginia: I think sometimes we underestimate the power of email. 

[00:06:46] Jessica: Totally. 110%. We do. And I just disclaimer, I’m an email marketer with not so great email for my own business. I will admit that. So I understand why we let that be kind of an afterthought. Like, oh, I should probably send an email. Right. But we think about like social media so much more and making sure we’re always creating content for that and showing up and doing all the things.

[00:07:15] And then email is sort of like that on the back burner all the time. 

[00:07:19] Virginia: Who’s your ideal client? 

[00:07:22] Jessica: The person that I can bring the most value to is someone who has already proven product market. Right. They’re already doing six multi-six figures. That’s where I can bring the most value if you’re brand new.

[00:07:38] And of course I have people who are brand new in my audience and things like that. But you know, the thing I’m going to tell those people is you just need to show up on social more. Right? I don’t have a lot else to tell you there are other then. It just takes time. But once you prove that, and you really like, you know, solidified your space in the market, that’s when we can get really strategic about what you’re doing and see really big results, but you have to have that proven product market fit.

[00:08:09] And, you know, if you can sell your product organically, then you know, when you put paid ads behind it, like you can scale at that point, right? Your email marketing. I talk a lot about automation flows and things like that. But if you don’t have the traffic and you don’t have people moving through them, you’re not going to see the ROI.

[00:08:29] So you kind of need to have that baseline in place first. 

[00:08:35] Virginia: So what do you, how do you get in front of those people? 

[00:08:39] Jessica: In front of my clients? Yeah, yeah. Course. So no, well, no, not email, but so it really funny enough, it’s changed a little bit over the time. So I did, I was doing things on the side for about 18 months before I went.

[00:08:56] Full-time. Part of that was me just being a little scaredy cat, but it was also like COVID and I was like, huh, maybe I’m not going to leave this comfy little job I have just yet. So it’s definitely changed over time, you know, in the very beginning, my first two clients. Happened, right when MailChimp and Shopify broke up.

[00:09:15] Right. And there were all these e-commerce entrepreneurs that like didn’t know what to do. And I used to hang out in a lot of entrepreneurial Facebook groups because I just loved being around that energy and learning and all of that. I just, I loved. So I started talking to people about Klayvio, which is my favorite email platform for e-com.

[00:09:35] And they started reaching out to me and they’re messaging me and they’re saying I’m on Klaviyo, but I’m really struggling. Or my emails are going to the junk box or I want to migrate, but I’m just overwhelmed by the tech. And so that’s how, like, First two clients. And from there it really was mostly referral and it still is a lot of referral.

[00:09:56] But what I’ve also found is, you know, I do have a presence on Instagram though. I’m terrible at being consistent, but people will sort of hear about me through I’m like the Klaviyo girl kind of on the, in the internet circle of e-commerce entrepreneurs. So they’ll hear about me from someone else or they’ll find me on.

[00:10:17] Instagram, and then they’ll go listen to my podcast. And my podcast is really middle of funnel for me right now. It’s been going for about a year and a half. I do now get people who say that’s how they discovered me, but it was really that middle of funnel where they would discover me, go listen to my podcast.

[00:10:35] And there’s such amazing value on there that by the time they binged through it, they come to me and they’re like, just what do you have? I want whatever it is that you have. So the podcast has really been an amazing way for me to support them, give them things that they can implement today. Get value out of, see results and show what I know and how I can support them.

[00:10:58] So for any e-commerce or any entrepreneurs, not econ, just entrepreneurs who are listening to this. If you don’t have a podcast, you might want to get one. If you’re a service provider, you might want to get one. It was one of those things. I. I was thinking about it for a while. And my husband does photo and video for real estate.

[00:11:19] So he like really wanted me to start a YouTube. And he was like, he just gets like really excited about all the gear. Right. So he always tries to get me to get like the best of everything. And I’m like, I just need the simplest thing I’m actually going to use. Okay. I don’t need gear that I need you to set up for me because when you talk to me and teach me, it literally like goes in one ear and out the other, and I can not retain the information, but I know that I will not show up on YouTube every week.

[00:11:48] I just won’t because I. Get distracted and I’m not good at batching things. And I’m too vain to get on a video unless I like look perfect. Like I just know this about myself. Versus a podcast. I can like record it on Sunday night with my hair in a bun, sometimes sitting in my bed cause it has the best acoustics, honestly.

[00:12:11] And then I can have that, you know, published in two days if I need to, if I’m running behind. So I think, you know, you just kind of know. You just gotta be honest with who you are and what you’re capable of. Okay. 

[00:12:23] Virginia: I totally understand why you chose like a podcast podcast route over like a YouTube route, because I feel the same way.

[00:12:31] Jessica: Yeah. It’s so much easier. It’s so much. 

[00:12:34] Virginia: What are a couple of big goals that you have that you’re hoping to achieve in the next couple of years? 

[00:12:39] Jessica: The thing I’m working on right now, and I’m, my idea was to carve out some of Q4 for this, because most of my clients are busy, you know, running their businesses.

[00:12:49] So I don’t have big projects during that time is to really build out my digital products, suite. Mostly for those earlier in their business, not quite ready to invest in the one-on-one or for me to do the work for them. Right. But I want to be able to support them in really understanding and utilizing email and understanding their analytics and implementing SEO on their websites.

[00:13:16] So I want to create a couple of self paced courses and that’s kind of the short-term goal. And then ultimately, Man, I just want to put more money in the pockets of female entrepreneurs. That’s my number one goal with this business. And, you know, they’re creating these businesses to support their families and so that they can be at home with their kids instead of, working some nine to five job.

[00:13:38] Man, there is nothing more rewarding than helping them build that dream. I feel like I need to put a number on it at some point. Like I want to help X number of female entrepreneurs. I just haven’t haven’t landed on that number just yet. 

[00:13:52] Virginia: Well this quarter just started. 

[00:13:53] Jessica: Yeah, yeah. Got time.

[00:13:58] Virginia: How do you feel like those goals? So implementing some courses and, and helping. That X number of female entrepreneurs. How do you think that will affect your business? 

[00:14:09] Jessica: Well, it’s 

[00:14:09] going to do two things and one of them is it’s going to free me up a little bit, right? I mean, let’s be honest. None of us became entrepreneurs to create another job for ourselves. And I’m only one person.

[00:14:22] And I can only help so many people. So if I want to serve the people that I want to serve, then I need a, and I know it’s not passive by any means, but a less active way of helping them. So it’s going to maintain my revenue and likely increase my revenue, but it’s also going to increase my impact. And that’s what I really care about while also freeing up my time so that I can do things.

[00:14:48] Finally learn Italian. Like I don’t want to die only knowing one language, like most Americans, I really want to learn a second language, Italian being the one I really would love to just go spend, six months in Italy. I love it there. Can you tell, you know, I want to be able to do those things while still.

[00:15:08] Helping everyone else. And so going the digital route, I’ll always do the one-on-one and the done for you stuff for those who really need it, but there’s a smaller percentage of those people. Right? And so I feel like my impact is slightly limited because I don’t have those more entry level things, which means I can’t help those women get more money in their business.

[00:15:32] And that’s ultimately what I want to do. 

[00:15:34] Virginia: Have you ever thought about doing group coaching or group masterminds? 

[00:15:37] Jessica: Yes. So I did actually have a group program earlier in the year. That was really awesome. I kind of did like a little beta launch and I’m working right now. I have a very good business friend who does Facebook ads for product based businesses.

[00:15:52] And so she was a guest in the, it was called the mega mind in the mega mine. So we did a lot of Facebook ad stuff as well. So her and I are looking at what we’re going to do for 2022. And I think it’s going to be a more lower ticket membership because I get so many, just like those quick little questions, like how do I do this one thing in Klaviyo or where do I go in Google analytics to see this one thing?

[00:16:19] So I feel like that would be a really great place. Where I can serve them with those quick little questions that way, but then also building the community amongst them. Because one of the things that I tell e-comm businesses all the time, whether you’re brand new or you’ve been in business for years and already making, you know, multi-six seven figures is collaboration with other businesses who sell complimentary products is one of the.

[00:16:48] Cheapest easiest ways to grow your business and get in front of new people, right? Just like I’m here on your podcast, getting in front of someone else’s audience. So when e-commerce businesses and this is true for service providers as well, you know, like. I personally don’t do ads because I spent years working in a business that couldn’t do Facebook ads.

[00:17:10] We were in a restricted industry, so I never learned them. And now, frankly, I just don’t want to, when I can just partner up with someone who that’s all she does and she’s great at. So finding those people that you can connect with and refer your people too, it makes you more valuable. Right? I am more valuable to my audience because I can send them to someone who can do their ads for them.

[00:17:31] I can send them to someone who can build their website for them, or get development done for them. So that makes me more valuable and I’m giving them more value and helping them. So it’s really just a win, win. So, yeah, that’s kind of my long winded way of saying, thinking about doing a membership, just don’t a hundred percent know what it’s going to look like yet.

[00:17:51] Virginia: Cool, well I’m glad that. you’ve been there and they’re addressing that one. Cause that one they’ll help too with reaching more people and not as much time and stuff. Yeah. 

[00:18:00] Jessica: Absolutely. 

[00:18:02] Virginia: What do you feel is your number one roadblock that might be in the way of you reaching those goals? 

[00:18:10] Jessica: Oh, my gosh. I’m so bad at delegating. So bad at delegating 

[00:18:14] Virginia: hence being the one person in the seven figure business.

[00:18:17] Jessica: Yeah. I mean, and that wasn’t by choice. Yeah. I didn’t, they, they weren’t really releasing any budget to the e-comm division though. That eventually changed when someone new came in. Thank goodness. But you know, it’s funny because I kind of blame my mom for this and. She is. I always remember when I was younger and her saying, if you want something done, right, you just gotta do it yourself.

[00:18:46] And I think that spilled over a lot more than I realized, honestly, I think, you know, I’m no like psychology expert, but I feel like so much of what we experience when we’re young just follows us forever. And we don’t even realize that it’s happened. So, you know, I do over time, I have definitely gotten better at it, and I’m very conscious about the fact that I need to do it.

[00:19:10] And sometimes it feels like, oh, well, it’s going to take me so long to teach them. I can just do it faster. Right. But yeah, it’s time up front. You need to take to teach them, but then you get to let it go and like, you never have to do it again. So that’s my biggest thing. I still do too many things that I shouldn’t be doing, but I’m working on it.

[00:19:33] I’m also on migrating to Dubsado so I can have some more things automated. I’m slowly giving more and more things away to my VA. Now that we’ve been working together for a while. Understands my process and things like that. So it’s, it’s a work in progress. 

[00:19:50] Virginia: The first step is recognizing, right? 

[00:19:52] Jessica: Yeah, absolutely.

[00:19:56] Virginia: By the way, I love Dubsado. 

[00:19:58] Jessica: Yeah, it’s 

[00:19:59] been, it’s been awesome. It’s just, you know, I’ve had. It’s been on my mind for so long, but that initial setup was what was keeping me from doing it. And, you know, there’s, I’m all about outsourcing, but I also believe that you need to understand something before you outsource it.

[00:20:19] Otherwise, how do you know if those people are doing a good job? Like you’d have to, you don’t have to be the expert, but you have to know just enough to be dangerous and just like not get taken advantage of, you know? And not that everyone’s like out to get you. It may be unintentional on their end, but they’re thinking about the short-term in most cases.

[00:20:39] And I learned this from working with a lot of web developers, like they’re trying to get it done as quick as they can and the easiest way for them. They’re not thinking about you and the long-term and how you manage it after they’re gone. Yeah. Yeah. So I was definitely dragging my feet with it, but I finally just, you know, carved out the time and, and I have to, I, and I know this about myself is I need to like understand the 360 of something before I could figure out exactly how I want to use it.

[00:21:11] And if anyone’s familiar with Sato, it’s like, if you’re really going to use all the workflows, like you have to understand what they do first. So it’s like I had to learn the whole platform and then kind of figure out. How I was going to utilize it. So it’s been a process, but it’s already saving me so much time.

[00:21:29] So it’s worth. 

[00:21:30] Virginia: Oh yeah. Oh yeah. And once you can rake, wrap your head around the workflows and like all the possibilities and then actually implement it. It’s so nice. 

[00:21:37] Jessica: Yes. It’s been awesome already. And I’ve only, I’m still like, I have some people in my old CRM. Right. And I’ve got some in Dubsado, so I’m kind of teetering right now, but it’s that process, that onboarding process alone is just amazing.

[00:21:52] Virginia: So what’s the best advice you’ve ever received?

[00:21:56] Jessica: oh, I love this question. And I was like, oh, I hope she does end up asking me that it’s okay to let go of things. If they no longer serve you. So for the longest time. So if you think about my background, right, I come from the fashion and apparel space. I had my own brick and mortar boutique back in the day.

[00:22:15] I always knew I wanted to do something online. I just didn’t know what it was going to be. And, you know, I toyed with being a personal stylist online for entrepreneurs, right. Because I just wanted to be in that entrepreneurial energy and it just never went anywhere, like I knew it wasn’t gonna be a blogger cause I hate to take photos and I honestly wear mostly all black every day.

[00:22:37] So it just kind of looks like I’m wearing the same thing. So not great for like daily or weekly blog photos. But I was like, okay, let me do this thing. And you know, I created the website and the freebie and all the things you do except for showing up and like getting in front of people. Right. Because we’re just too afraid.

[00:22:57] It never went anywhere and it wasn’t until I had randomly done this in women’s empowerment coach group program thing. And it was unlike anything I had ever really done before. And I honestly, I don’t remember even why I did it. It was just one of those things I think. Called to do. Like I had met the girl who led it at an, a local event and I’d been following her for a while and she posted this thing and I was like, I think I want to do this.

[00:23:27] I’m just going to do it. So it was during that, where I’ve realized it was like, it’s not going anywhere because. I don’t want to do it anymore, but because I had been thinking about it for so long, like I was holding on so tight and it felt like, man, if I let this go, like I wasted all of this time. And I eventually with that program, I ended up just like, you know how your URL will automatically renew each year.

[00:23:56] So I, yep. So I logged in. I turned off the auto renewal. I was like, I took down the website, I’m just going to let this thing expire. And I never thought about it again. And it was so freeing, so freeing and it opened me up to do everything else. Hmm. 

[00:24:15] Virginia: I bet though, too, for like you to log in and purposely.

[00:24:19] Current it all off was huge though. Like, it was like a big deal. 

[00:24:22] Jessica: It was. And it’s, you know, saying when you tell the story now it’s like so simple. Okay. Yeah. So you just put, no, that was like a very heavy emotional decision and act. That was really, really, really hard to do, but it also was, it was closing a chapter.

[00:24:41] It was, you know, it was tied to all this other stuff too, when it was just kind of closing that chapter and opening up, you know, turning the page for the next one. 

[00:24:51] Virginia: And you grew a lot during that time. So it wasn’t just like a waste of time. 

[00:24:55] Jessica: Yeah, absolutely. I mean, honestly, if you can, I wish I’d figured it out faster.

[00:25:01] Of course. You know, like I love kind of that saying of like fail fast, you know, just if you, and not to say that every business is just going to take off from the beginning, like that’s not true, but I think there comes a point where maybe the reason it’s not growing the way you want it to is because you’re actually just not that into it.

[00:25:24] And you just haven’t admitted it quite yet. And that’s kind of where I was at. 

[00:25:28] Virginia: That’s super powerful.. 

[00:25:29] Jessica: Yeah, it was awesome. 

[00:25:31] Virginia: What’s the best advice you’ve ever given? 

[00:25:34] Jessica: I say this one all the time and mostly to my clients, and that is to keep your eyes on your own paper and just keep moving forward because. Comparison. I think the saying is like, comparison is the thief of joy, but it’s also the thief of progress because when you are so busy watching what everybody else is doing, and then you’re trying every single thing, right?

[00:26:05] Ooh, well, this person did this. So let me try that. And, oh wait, but they did this. Let me try it. You, you’re not giving any one thing enough time, energy, or effort to see if it’s even gonna work. Right. Because you’re too busy jumping from thing to thing. And honestly, what works for one business is not necessarily going to work for another.

[00:26:26] And you have no idea what’s actually going on behind the scenes of those businesses. So on the outside, they may look like they got it all together. They’ve got tons of revenue. Awesome. But for all, you know, they have no profit and the CEO isn’t even paying themselves where you might have less revenue, but you have more profit.

[00:26:49] And really at the end of the day, I mean, unless, you know, maybe if you’re trying to exit, but even then if a business doesn’t have profit, like who wants to buy that? Right. So. Just focus on your business and if you’re really not sure what to do next, like go to your customer, not your competition. Right?

[00:27:10] What is your customer, your client, your audience, what do they need from you? What are they looking for? What did they just need as the next step in their journey with whatever it is that you sell them, you’re going to learn so much more from your customer. Then you can looking at your competitors. 

[00:27:28] Virginia: Oh, totally totally.

[00:27:30] And really your competition is not going to be buying from them. 

[00:27:34] Jessica: Right. Exactly. Unless they’re doing research, which is also possible 

[00:27:42] Virginia: that’s 

[00:27:42] true. Is there anything that you would like to share that 

[00:27:45] I haven’t asked you yet? 

[00:27:47] Jessica: Oh, I would just say that entrepreneurship is hard. Like, and it’s okay to admit that it’s hard. It’s okay to tell your customers and clients that you’re having a rough day. It’s okay to be vulnerable. So a couple of examples. Couple of weeks ago, my husband and I, we live in Southern California in Los Angeles, and we are stupidly.

[00:28:11] Trying to buy a home right now, which is almost impossible here, and it’s mentally draining. Right. And it’s kind of just making life feel hard. So I sent an email to my list and just talked about that, you know, how many replies, like the percentage of people who replied and said. Thank you so much for sharing this and being honest, because it makes them feel less alone and more connected to you, right.

[00:28:44] As the person who’s selling them stuff. Yeah, exactly. We’re so used to the highlight reel of social media and it’s exhausting and it makes people feel like crap. Like who wants to feel like crap the other day too. I had a call with a client. And we have a weekly check-in call working on a Klayvio project and we get on the call and we’re kind of waiting for her whole team to get there.

[00:29:09] And she’s like, Jessica, how are you? And I said, well, actually I’m a little bit. But I was excited for this call because I knew that talking to you would cheer me up because really talking to my clients just makes me so happy. Right. And she’s particularly joyful because she’s an artist who like paints with bright colors.

[00:29:29] So like, you just can’t help, but be in a good mood when you’re around her. And she just said, oh, thank you so much. It’s like, I’ve been grumpy for like two weeks, but I feel like I can’t say it because I’m supposed to be happy all the time. So just giving them, you know, leading by example and giving them the opportunity to just like, feel the feels it’s okay.

[00:29:48] We don’t have to have it all together. 

[00:29:50] Virginia: Yeah. We don’t have to pretend it’s all. Perfect. Doesn’t mean we have to rain on everyone parade either now, parades that we either 

[00:29:56] Jessica: right, exactly. Like don’t be negative Nancy all the time because negativity does just breed more negativity. There, there, I think there’s a little bit of truth to fake it till you make it.

[00:30:06] But you know, at the same time, like, don’t be a robot. Like let’s just be human people buy from people. They vote with their dollars, whether they’re buying products or services or informational products, whatever it is that you sell. And, you know, they want to know who they’re supporting and who they’re giving their money to.

[00:30:25] And, you know, when I post things on social, like, so a couple of nights ago I went to an Alana’s Morissette concert and she, you know, released her jagged little pill when I was an early teenager. And I was, you know, an angsty nineties kid. So. I got up in my nineties, get up. I was all excited and I post that on as a story on social and everyone’s responding like, oh, I love mid-nineties, you know, because they it’s something that they can relate to.

[00:30:54] And that’s, that’s the kind of stuff that people really connect to others on. So don’t be afraid to show that side. 

[00:31:03] Virginia: Well thank you!

[00:31:05] Jessica: My pleasure. This has been awesome. I love talking about this stuff. Like I can talk about email strategy and e-comm strategy all day, but like this one. Entrepreneur life can be a little lonely. So, you know, to just kind of talk through and kind of share what it, what it’s really like, just, you know, for anyone listening, who is like, okay, good.

[00:31:27] I’m not the only one. Then my job is done. I’m sick. 

[00:31:33] Virginia: And to those people who know they need to, but haven’t yet.

[00:31:39] Jessica: Yep. You’ll find something else. If I had never moved on from that, I wouldn’t be here. If I wasn’t open to the possibility and, you know, coming from the e-comm space and working in that for so long, like when I, I knew I wanted to leave that company, I loved what I did, but I didn’t, love who I did it for.

[00:31:56] And I knew I wanted to get out of corporate, but I just didn’t know what I was going to do, but it was right in front of me. I just didn’t realize that people were gonna pay me for. Right. Cause you, you take your own knowledge for granted and you think everyone else must know this too, but they don’t.

[00:32:15] Virginia: Yeah. So where could we go to learn more about you and what you do?, 

[00:32:19] Jessica: yeah, so my brand is e-commerce bad-ass Surrey. And so you can find me on my website, Instagram, Facebook, my podcast, all e-commerce bad-assery 

[00:32:30] Virginia: awesome, well thank. 

[00:32:32] Jessica: Yeah, my pleasure. Thanks for having me. 

[00:32:35] Virginia: You’re welcome. Have a great day and we’ll keep it. 

[00:32:37] Jessica: That sounds good.

[00:32:40] Virginia: Thank you so much for joining us today. Be sure to subscribe and leave some love through a review and I’ll catch you on the next episode.




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Virginia Purnell

Virginia Purnell

Virginia lives in Northern Alberta on a small farm with her husband and three children.  

Virginia is a master funnel builder having been certified as an FG Society Master Marketer, Funnelytics, and ClickFunnels Certified Partner.

She also helps businesses with their visibility through online searches.

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