You're a Media Company First

You need to operate as a media company that also sells products alongside.

This mindset sets you apart from competitors and fosters the growth of your business.

Allow me to explain further.

Many wax melt and candle makers focus solely on creating products and maintaining stock, but struggle to generate sales. This is often because they lack visibility.

While it's important to create products for selling, adopting the perspective of a content-producing media company that happens to sell home fragrance products can be transformative. Instead of waking up each day pondering what products to make or what colours to use, shift your focus to creating content that attracts attention.

If you currently have a small social media following and modest sales but excel in creating exquisite products, it's time to divert your attention to content creation.

You may be concerned that creating content takes too long or that you're unsure where to start. However, it doesn't have to be as time-consuming as you think, nor does it require overthinking.

The strategy is to create "pillar content" and repurpose it for various platforms. Let me provide an example:

Craft a comprehensive blog post titled "My Top 10 Best Selling Wax Melts" and publish it on your website. This becomes your pillar content.

Now, you can break down this content into the following:

• 10 Instagram posts: Share a photo of each product along with descriptions of its scent and the inspiration behind it.
• 10 tweets: Include links to relevant product pages and appropriate hashtags.
• 10 TikTok videos: Create entertaining "how it's made" videos.
• Reuse these as reels on Instagram.
• 1 video for YouTube: Review the scents and explain the manufacturing process.

From just one piece of pillar content, you've generated 41 additional pieces that can be shared across multiple channels throughout the month. It's rather straightforward when you consider it this way.

However, it's crucial to remember that social media is inherently social. Dedicate time to engage with your audience by replying to every comment and leaving comments on other posts to expand your reach.

By adopting a media company mindset, you'll gradually build a strong and loyal audience.

I hope you find this information helpful.