Episode 33 | In this episode of The Women in the Arena, host Paige Williams chats with Shelby Fowler-Moss, the dynamic owner of Fempire Media. Shelby brings her extensive experience in the advertising world to the table, sharing her journey and invaluable insights on moving beyond referrals and generating consistent leads. About Shelby A natural-born entrepreneur, Shelby Fowler entered this world with an adventurer's heart and an outlaw's energy. When she wasn't slingin' lemonade at one of her early ventures, she was watching her parents manage their many small businesses. For the past eight years, Shelby has been empowering women to soak up every last drop of financial freedom. She's the perfect mentor for all things digital advertising and psych-based marketing because Shelby's own ad agency has managed over $20 million in ad spend in the last two years alone. Takeaways: Shelby outlines a four-step process for successful lead conversion: Attract, Educate, Nurture, and Convert. This holistic approach integrates advertising, marketing, and sales seamlessly. Use services like Instacart or Walmart Plus for grocery shopping to save time. Additionally, hiring a house manager or a college student for tasks like grocery shopping, cooking, and laundry can significantly reduce daily stress and free up more time for other activities. By directly stating prices during calls and pausing for the client’s response, Shelby transformed her sales process, improving her conversion rate from 0% to successfully closing deals. It's advisable for local businesses to use Instagram Messenger ads to attract leads. By ensuring your profile acts as a sales funnel, and running targeted ads, you can generate quality leads and drive conversions. In this episode: [00:21:00] Shelby shares an example of a client who employs a house manager—a college student—for tasks like grocery shopping, cooking, cleaning, and laundry. This arrangement significantly reduces daily stress and frees up time. [00:22:00] Paige highlights the challenge women face in balancing multiple roles and responsibilities, and agrees with Shelby on the value of delegating tasks to alleviate mental load. [00:23:00] Shelby points out the disproportionate mental load that often falls on women, especially regarding household and family responsibilities, and emphasizes the importance of addressing this imbalance. [00:24:00] Paige and Shelby discuss the impact of being proactive and seeking solutions, especially in the context of sales training and business growth. [00:25:00] Shelby recounts a pivotal moment in her business where she struggled with closing sales calls despite generating leads. She realized that her approach needed improvement. [00:26:00] Shelby shares a turning point where she learned from a sales coach to state the price during the call and then remain silent, leading to successful sales conversions. [00:28:00] Shelby explains her new approach to sales calls, where she states the price and then waits for the client to respond, which has improved her conversion rates. [00:30:00] Paige and Shelby discuss the importance of shifting focus to finding solutions rather than dwelling on problems, and how this approach can drive business success. [00:31:00] Shelby recommends Facebook and Instagram as effective channels for local businesses to attract clients. She highlights the "Layup Leads" method using Instagram Messenger ads. [00:32:00] Shelby explains how Instagram ads can drive messages to businesses, allowing for direct communication and effective lead conversion. She emphasizes the importance of having a well-optimized profile. [00:33:00] Shelby discusses the benefits of running retargeting ads for people who have engaged with initial ads, which can be cost-effective and improve conversion rates. [00:35:00] Paige acknowledges the value of using Instagram DMs effectively and the importance of creating a conversational flow to avoid the perception of dirty sales tactics. [00:36:00] Shelby suggests starting with a low-cost mini course on the Layup Leads method for those new to advertising, and creating engaging content on Instagram. [00:37:00] Shelby shares the success of creating engaging reels on Instagram, even if they don’t go viral, and provides an example of her own viral video about a spray tan mishap. Resources The Women In The Arena Rise Facebook Community Listen on Apple Podcasts Listen on Spotify Watch on YouTube Shelby’s Layup Leads Method Connect with Shelby on IG Follow her on Facebook Visit Fempire Media Quotes “Women often carry a disproportionate mental load when it comes to household and family responsibilities. It’s important to address this imbalance.” - Shelby on the women's mental load“Creating engaging reels on Instagram can be successful, even if they don’t go viral. It’s all about connecting with your audience.” - Shelby on creating engaging content“During a sales call, stating the price ...
