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Amy Hutto: Welcome to So, Tell Me What You Do.

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Amy Hutto: I'm Amy Hutto, a life coach who works with small business owners to stop the overwhelm and get to clarity.

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Amy Hutto: And if we talked, you'd know that what I love most in the world is learning all about other people's work, why they just have to do that thing they do.

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Amy Hutto: So join me as we talk to a different small business owner, entrepreneur, creative or nonprofit leader each week so they can tell me and you what they do.

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Amy Hutto: This podcast represents the opinions of the speakers and guests to the show.

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Amy Hutto: The content should not be taken as advice, medical or otherwise.

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Amy Hutto: The content here is for informational purposes only.

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Amy Hutto: Because each person is so unique, please consult a healthcare professional for any medical questions.

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Amy Hutto: Hi, Cally.

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Amy Hutto: How are you?

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Cally Pedersen: I'm fantastic, how are you?

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Amy Hutto: Good, thanks for being with me.

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Amy Hutto: Do you want to introduce yourself?

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Cally Pedersen: Yeah, thank you for having me, it's very exciting.

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Cally Pedersen: My name is Cally Pedersen, and I'm the CEO and founder of the Sage Agency.

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Amy Hutto: You sound very wise, but what do you do at the Sage Agency?

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Cally Pedersen: Just so you know, my middle name is Sage, so that's where that comes from.

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Cally Pedersen: So the Sage Agency is a Google Ads focused agency, and what sets us apart is our whole sole purpose is to make sure that our clients are profitable with Google Ads.

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Cally Pedersen: Sadly, I'd say 95 to 99% of the accounts that I see that I audit or just look at for clients before they come on board with us are not being managed or set up or communicating to Google for the business's profit.

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Cally Pedersen: So starting out as a small business myself, I know that every dollar is really important, and marketing can add up really quickly.

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Cally Pedersen: And so before even working with a new client, we do our due diligence and really get into the nitty gritty with them about what their numbers are with their business, if they don't know their numbers, where they can find that.

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Cally Pedersen: And just making sure that Google Ads is a really good fit for where they are right now.

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Amy Hutto: So, Cally, that's what you do, but we know if you own your own business, you wear a lot of hats.

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Amy Hutto: What do your days look like to do that work?

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Cally Pedersen: So, I'll just tell you a little bit of background so you can kind of get an idea.

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Cally Pedersen: I started my LLC in 2018, and really all I did was anything a client asked for.

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Cally Pedersen: So, my degree is in marketing.

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Cally Pedersen: I've been doing marketing for 20 plus years.

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Cally Pedersen: I actually, the first time I did Google Ads was back in 2001, where probably they were just starting out.

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Cally Pedersen: And so, I have a lot of marketing knowledge.

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Cally Pedersen: And basically, the first year or two of my business, I absolutely hated it.

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Cally Pedersen: I was like, what am I doing?

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Cally Pedersen: And then in 2021, I lovingly broke up with some clients.

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Cally Pedersen: I raised my rates, and I pivoted to only doing Google Ads.

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Cally Pedersen: And that year, I actually tripled my business and really, I guess, brought the life back.

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Cally Pedersen: So the way I was able to do that was, I have a team of seven to 10 people, depending on the needs of the clients, but they're all freelancers.

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Cally Pedersen: So they all have their own businesses too.

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Cally Pedersen: But we've got two amazing senior Google Ads strategists.

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Cally Pedersen: Misation also supports the ads.

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Cally Pedersen: So we have a team member in search engine optimization.

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Cally Pedersen: Website conversion is also extremely key for ads.

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Cally Pedersen: So website conversion person, and then some other things going on.

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Cally Pedersen: But what I do is I'm the project manager.

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Cally Pedersen: I am the client support.

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Cally Pedersen: I am the CFO.

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Cally Pedersen: I'm the CEO.

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Cally Pedersen: I'm the CMO.

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Cally Pedersen: I'm the CTO.

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Cally Pedersen: If you don't know what that is, I'm referring to tech, which is I'm the kind of person that I'm like, okay, I can figure this out.

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Cally Pedersen: So I'm just going to do it when really I need to just hire someone to do it because it's painful.

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Cally Pedersen: So I do everything, basically.

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Amy Hutto: It sounds like you're the person who makes it go, no matter what it is.

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Cally Pedersen: So that's one thing that I am really digging deep in this year is I'm the bottleneck.

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Cally Pedersen: I know I'm holding my business back.

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Cally Pedersen: I know that we could be helping even more businesses with their ads, and also I'm a bit of a control freak, so it's hard for me to let go.

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Cally Pedersen: And I'm a bit of a perfectionist, so I want it done exactly how I want it done.

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Cally Pedersen: So I'm aware of all these things, but I'm actually considering switching over to just having two full-time employees this year.

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Cally Pedersen: So that's a little bit scary, but also very exciting too.

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Cally Pedersen: So we'll see how that goes.

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Amy Hutto: So you mentioned that when you started, you made an LLC and you did what people asked you.

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Amy Hutto: What made you start that LLC?

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Cally Pedersen: Well, my parents have always owned their own businesses up in a very entrepreneurial household.

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Cally Pedersen: I also am a avid travel and ocean addict, I'll just say.

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Cally Pedersen: I've lived in over five countries.

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Cally Pedersen: I've traveled to 74 countries.

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Cally Pedersen: My husband's Danish.

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Cally Pedersen: Like I just, that's my passion.

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Cally Pedersen: And so I just felt like if I'm gonna work really hard for someone else, I was in sales slash marketing when I started my business for another company.

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Cally Pedersen: And I just figured if I'm gonna work really hard, I might as well work hard for myself and just give it a try.

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Cally Pedersen: And then I can work from anywhere in the world, which at the time I was living in Sydney, Australia, which the time zone is pretty tough.

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Cally Pedersen: I mean, I've had calls in the middle of the night, you know, 3 a.m., that sort of stuff in America now.

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Cally Pedersen: So that's a lot easier.

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Cally Pedersen: But essentially, I just also, freedom is a big thing for me.

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Cally Pedersen: But then also, I am the only one deciding how much money I make.

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Cally Pedersen: So it's unlimited, really, possibilities.

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Amy Hutto: So you took a step out for freedom, but how did you know it was time?

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Cally Pedersen: Like, miserable and crying before going to work, and just like, why am I doing this to myself?

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Cally Pedersen: I just am sitting in this horrible office.

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Cally Pedersen: And yeah, just really miserable.

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Cally Pedersen: And look, I mean, to be fair, like at the time I was single, but I knew if I needed to like say move back, move in with my parents, I could, or you know, there was, even if I fell flat on my face, I wasn't gonna end up on the streets.

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Cally Pedersen: So, I mean, I do want to say that.

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Cally Pedersen: And then there's some people who do have a husband, partner, wife, whatever, and they have that support.

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Cally Pedersen: So I mean, that's huge to have that option.

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Cally Pedersen: I think a lot of people also hold themselves back from doing their own business because of the, quote, comfort of insurance or 401Ks and all that.

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Cally Pedersen: And honestly, one thing that I've gotten pretty savvy on is learning about taxes.

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Cally Pedersen: Like the tax system actually is made for entrepreneurs, and you can start your own 401K.

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Cally Pedersen: You don't have to have an employer.

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Cally Pedersen: You can have your own insurance.

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Cally Pedersen: So if those things are things that you feel like you need to have, just find out what the options are.

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Cally Pedersen: Just give it a try.

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Cally Pedersen: I mean, like I said, until I decided to actually do what I enjoyed, my business was not doing well.

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Cally Pedersen: So I will say, there's no point in basically going from being an employee to making your business a job.

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Cally Pedersen: So definitely, I think there's gotta be some joy in there as well.

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Amy Hutto: So now that you have made that transition and you're doing work that aligns with you, what is it that you love about it?

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Cally Pedersen: So one thing I was doing before was social media and marketing in general is very psychological.

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Cally Pedersen: And with certain channels, it's really hard to know why something worked over, why it didn't.

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Cally Pedersen: And I'm very creative and I'm also very analytical.

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Cally Pedersen: And so with Google Ads, the numbers tell the story.

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Cally Pedersen: And if something's not working, I can very quickly test or figure out why or try something else versus, oh, I'm just gonna guess that they don't like this button color or whatever it is.

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Cally Pedersen: Not knocking social media at all.

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Cally Pedersen: It is definitely an art form.

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Cally Pedersen: And in fact, Facebook ads, Instagram ads help support Google Ads.

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Cally Pedersen: Like it all works together, but it just wasn't for me.

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Cally Pedersen: And I really enjoy seeing my clients make money from Google Ads and really being able to tie back their conversions and tie back their revenue to specific things that we did in their account.

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Cally Pedersen: You know, it's never fun for anyone to work with, I'll say a client account, whatever, and it not progress or grow or do well.

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Cally Pedersen: Like that's always kind of a bummer for both sides.

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Cally Pedersen: So that's why I was saying, going back to the beginning, like we really do our due diligence to make sure that our clients have everything in place that they need to have in place before getting into ads so that they can be profitable.

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Amy Hutto: What is the one thing that you wish you could help your client base to understand?

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Cally Pedersen: If you don't know your business numbers, and what I mean by that is like, what is your average customer value?

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Cally Pedersen: How many people come to your website, say in a 90 day period?

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Cally Pedersen: Out of those visitors, how many people take an action?

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Cally Pedersen: Which means like, do they call you?

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Cally Pedersen: Do they set up an appointment?

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Cally Pedersen: Do they sign up to your newsletter?

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Cally Pedersen: And then out of those people, how many actually become clients?

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Cally Pedersen: Because as a small business owner, I understand you're doing everything, and it's really easy to be like, oh, I'll look at that later.

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Cally Pedersen: I'll look at that later.

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Cally Pedersen: But if you don't know your numbers or like where those people heard about you, where they're coming from, how they even found your website, you're just doing yourself a disservice because it can be such a fast track to really figuring out where you need to put your time.

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Cally Pedersen: If you don't have Google Analytics set up on your website, it's free, do it today, please, because it's not retroactive.

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Cally Pedersen: It'll only start collecting data from the day you set it up.

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Amy Hutto: Kelly, as you work through Google Ads with someone, what is the greatest challenge you encounter?

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Cally Pedersen: So I think the biggest challenge, or maybe unawareness or misunderstanding, whatever you want to call it, is all the ads do is send people to your website.

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Cally Pedersen: They are not a fixer of anything in your business.

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Cally Pedersen: They literally are just a lead gen.

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Cally Pedersen: So if I send a million people to your website, what's gonna happen?

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Cally Pedersen: Because if people are coming to your website now and they're not taking an action, just because you run ads is not gonna change that.

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Cally Pedersen: So I don't want you to feel like you have some, need to have some like amazing website, and I don't want that to be a reason to like stop you or hold you back.

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Cally Pedersen: It's more about making it really, really, really easy for people to understand what you do and then take an action literally within three seconds.

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Cally Pedersen: So you've got about three seconds to capture them and then get them to do something.

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Cally Pedersen: And if they're on their mobile, which half the people are, and then if they're women and they're getting distracted with whatever they're doing, and I'm not saying, I'm just saying that women seem to multitask more.

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Cally Pedersen: So we're like, yeah, we can do it all.

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Cally Pedersen: Not to say that men can't, but I'm just, you know, putting it out there that you got to capture them, get them to do something within three seconds.

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Cally Pedersen: So if you're not sure, I would honestly, I would just ask random people at the grocery store, like, hey, can I show you my website and just tell me what I do?

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Cally Pedersen: You know, like it's really like friends and family don't usually give you really honest feedback.

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Cally Pedersen: Like I would just, or if you're in masterminds, if you're in other businesses, you know, you just really need to dial in your website and make sure that people know what to do once they're on it.

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Amy Hutto: I love the idea of interviewing people in the grocery store.

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Cally Pedersen: Your demographic is maybe a bit older.

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Cally Pedersen: Like you really want to make sure, like, your website looks good on an iPad, for example.

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Cally Pedersen: A lot of older people use iPads or, you know, just really, and that's like getting to know, again, your numbers, who's coming to your website, who's interacting with you, that sort of thing.

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Amy Hutto: So, Cally, we all have those days that are trickier than others.

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Amy Hutto: And sometimes we don't want to run a business anymore.

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Amy Hutto: What are the moments that let you fall back in love with your work all over again?

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Cally Pedersen: So, I'm actually a part of this year-long program called Relaxed Money with Kate Northrup.

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Cally Pedersen: And the biggest thing that has helped me fall back in love with my business is becoming really aware of my nervous system.

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Cally Pedersen: I get really hyped up, and then I'm like, oh, I gotta get this done, and really just in the mode.

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Cally Pedersen: And I'm like, okay, no, I get to stand up, I get to take a break, I get to shake it off, I get to punch a pillow, scream, cry, whatever it is.

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Cally Pedersen: There's a lot of different nervous system or sympathetic things you can do, whether you're kind of like, oh, I'm really low on energy, and I need to get pumped up.

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Cally Pedersen: There's other things you can do too.

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Cally Pedersen: So it just depends on who you are.

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Cally Pedersen: But I think falling back in love with my business, it comes in cycles, and it comes in waves, and we're not machines, like life happens.

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Cally Pedersen: And just having that understanding and grace for yourself, and also just remembering that not every day is exactly the same.

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Cally Pedersen: There's gonna be days where you just don't feel like it, and guess what?

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Cally Pedersen: It's your business, so you don't have to do it that day.

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Cally Pedersen: You can give yourself a break.

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Cally Pedersen: You don't have to work.

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Cally Pedersen: I think that was one thing that I really shifted in my business is, I left the corporate world nine to five, and I felt like, oh, that's how I have to run my business.

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Cally Pedersen: And it's taken me, what, almost six years now to be like, no, actually, I don't.

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Cally Pedersen: And I don't have client calls on Monday and Fridays.

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Cally Pedersen: I aim to not work on Fridays.

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Cally Pedersen: Like, I don't take calls the last week of the month because I get to also have a life and spend time with my family and friends because that's why we do this, right?

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Amy Hutto: At least I agree with you, yes.

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Amy Hutto: Who is it that you wish you could reach with your work, and what is the best way to reach out to your clients?

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Cally Pedersen: I'm just kind of circling back, you know, again, ads can work for any business as long as you have the right thing set up, mainly your website conversion, but they're not cheap.

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Cally Pedersen: So, yes, you can put...

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Cally Pedersen: Google will make you think that you can put any budget behind the ads and it'll be this miracle.

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Cally Pedersen: And I'm just telling you, if you don't have at least $1,000 a month, just open up an account just for marketing and put money away into it and don't touch it until you're ready.

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Cally Pedersen: And that will also give you time to get all your other ducks in the road to make sure that when you are running ads, everything's working well in systems.

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Cally Pedersen: So, you know, I was like, oh, maybe I should do certain industries, but I honestly think Google Ads is probably niche enough.

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Cally Pedersen: So really, I know that if you have...

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Cally Pedersen: So the average website conversion rate across all industries is 3%.

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Cally Pedersen: It varies per industry, but that's just the average.

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Cally Pedersen: So if you've got a healthy website conversion rate, you've got a healthy marketing budget.

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Cally Pedersen: So for me, my client, that's like a four to five figure marketing budget.

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Cally Pedersen: And you are set up so that when you do get those high quality leads and they're like, hey, I want to give you money, that it's a smooth and easy process.

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Cally Pedersen: So sometimes people ask me, oh, should I do ads or should I hire a sales team?

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Cally Pedersen: And my answer is, as long as that sales team is ready and trained and can convert, they're kind of like your website, right?

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Cally Pedersen: Like there's a couple of different hurdles.

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Cally Pedersen: Salesperson and you know you can close people, then great.

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Cally Pedersen: Just focus on the website conversion.

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Cally Pedersen: The other thing, though, is particularly with e-commerce clients, you want to make sure your average order value is high enough.

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Cally Pedersen: Because that can also play an impact.

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Cally Pedersen: If your cost of goods is too high and your average order value is too low, it's just you're not going to make the money up to be profitable.

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Cally Pedersen: So to answer your question, basically, anyone with a good website conversion rate and a four to five figure marketing budget, and let's talk.

00:17:00.017 --> 00:17:07.397

Cally Pedersen: However, I do also have a freebie for you guys that can answer if you're unsure, if your business is ready.

00:17:08.037 --> 00:17:10.877

Cally Pedersen: It'll walk you step by step into how to get this information.

00:17:12.057 --> 00:17:15.277

Amy Hutto: So we can have a little piece of you to help guide us until we get there.

00:17:15.297 --> 00:17:16.857

Cally Pedersen: Exactly.

00:17:16.877 --> 00:17:17.217

Cally Pedersen: Yeah.

00:17:18.077 --> 00:17:24.117

Amy Hutto: Cally, what is your one big takeaway from having done this work?

00:17:24.137 --> 00:17:28.857

Cally Pedersen: I wish I had brought on a team sooner.

00:17:28.877 --> 00:17:37.837

Cally Pedersen: I do, and I set it up with freelancers because basically, they tell me what they want to charge, and then I add my margin on top of it.

00:17:37.857 --> 00:17:39.777

Cally Pedersen: So it's less of a risk.

00:17:39.997 --> 00:17:50.997

Cally Pedersen: If a client says, hey, for whatever reason, I'm not going to keep working with you guys, cool, no problem, 30-day notice, but then I'm not out that overhead anymore.

00:17:51.457 --> 00:17:54.057

Cally Pedersen: And so running our own business is very lonely.

00:17:54.417 --> 00:17:59.937

Cally Pedersen: Especially that was one of the things that was the hardest for me in the beginning was just the social interaction.

00:18:00.317 --> 00:18:08.217

Cally Pedersen: And so at least with a team, and when you have the right people on your team, it can be really fun and you can brainstorm and they have different ideas.

00:18:08.237 --> 00:18:10.777

Cally Pedersen: And sometimes they do things even better than you do.

00:18:11.737 --> 00:18:17.317

Cally Pedersen: And so I just, I think my biggest takeaway is like, don't suffer alone.

00:18:18.037 --> 00:18:31.637

Cally Pedersen: Even if it's just bringing on one person, you know, part time or whatever that is, that's a lifeline, you know, because like we were talking before, it's don't rely on your partners or friends to understand what you do.

00:18:31.657 --> 00:18:33.357

Cally Pedersen: I mean, no one understands what I do.

00:18:35.357 --> 00:18:37.137

Amy Hutto: Hopefully someone out there will laughter this.

00:18:37.237 --> 00:18:40.557

Cally Pedersen: Well, the right people do, but my friends and family are not my target audience.

00:18:42.837 --> 00:18:45.557

Amy Hutto: I think we can all understand that experience.

00:18:45.697 --> 00:18:45.977

Cally Pedersen: Yeah.

00:18:46.077 --> 00:18:59.597

Amy Hutto: So, Kelly, if someone's heard this and they want to see if they're in your target market, or they think they already are, how do they reach out and find you?

00:18:59.877 --> 00:19:02.757

Cally Pedersen: So, my website is thesageagency.com.

00:19:03.117 --> 00:19:04.977

Cally Pedersen: Please don't judge me for my socials.

00:19:05.197 --> 00:19:08.297

Cally Pedersen: I'm a B2B, not a B2C person.

00:19:08.857 --> 00:19:23.097

Cally Pedersen: But you can also find me on Instagram at the underscore sage underscore agency, but also LinkedIn is really where I spend my most time, and that's just Cally Pedersen, S-E-N, Danish spelling.

00:19:23.997 --> 00:19:28.077

Amy Hutto: Cally, thank you so much for being with me today and providing all these amazing resources.

00:19:28.877 --> 00:19:29.757

Cally Pedersen: Thank you.

00:19:29.777 --> 00:19:30.677

Cally Pedersen: Yeah, this was fun.

00:19:30.697 --> 00:19:31.337

Cally Pedersen: Appreciate it.

00:19:37.598 --> 00:19:38.618

Amy Hutto: Thanks for joining us.

00:19:38.958 --> 00:19:44.938

Amy Hutto: If you felt inspired by what you heard today, I encourage you to take the first step towards that thing you feel called to do.

00:19:45.838 --> 00:19:48.858

Amy Hutto: If you need some help gaining clarity on that vision, reach out.

00:19:49.098 --> 00:19:52.978

Amy Hutto: The world needs more people to do the thing they love most, and that includes you.