We were lucky to catch up with Betsy Goodman recently and have shared our conversation below.

Betsy , appreciate you joining us today. Before we talk about all of your success, let’s start with a story of failure. Can you open up about a time when you’ve failed?

Last year I participated as a vendor at a two day conference and expo event. It was the largest event I had participated in up to that point. I also signed up to teach a wax seal workshop as a part of the conference. There would be 210 attendees at the workshop. For reference my workshop size is usually around 12 people. Just the scale of the workshop was intimidating. I marketed the class as a lettering and wax seal workshop. As a part of the workshop attendees could opt in to purchase a $30 kit to go along with the workshop.

The workshop started. I introduced myself and we started into learning lettering. An attendee raised her hand and asked why she paid $30 for the kit. I explained what was in the kit and why the cost was that amount. She got up and left. Half of the room followed her. So 100 people got up and left at the beginning of my workshop.

What I wanted to do was cry. I felt embarrassed, frustrated, etc. But I had to continue teaching the other 100 people that stayed in my workshop. I taught the workshop and the people that stayed loved it.

The main lesson that I learned was that everyone isn’t for me. Some people won’t love my products, pricing, branding or me. And that’s okay. I don’t have to be for everyone and neither do you.

Serve and love the people that love your business and your products. Focus on the ones that stay, not the ones that leave.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My business is focused around two art forms: lettering and wax seal making.

I started lettering six years ago as a creative outlet to help me deal with postpartum anxiety. It gave me something to look forward to and it was something that brought me glimmers of joy.

As time passed I continued to learn more and more about lettering. I love using lettering to make things I could use. I’d make cards, birthday signs, gifts. Everything I made I would incorporate lettering. Eventually I thought, “I could probably teach this.” so I started teaching online and in-person classes. About this same time, I started making my own wax seals and just fell in love with everything about them. I loved how easy they were to make, but how much of a big statement they could make on a card or gift.

Overtime, I noticed that when learning lettering you go to a workshop or class, you learn the techniques, then you practice and that’s it. I fell in love with lettering WHILE I was making things I could use. I didn’t fall in love with just practice. I wondered if I could teach people lettering in that way. We could learn lettering and then make a project to use what we learned. I called it The Lettering Box. A seasonal subscription box that included lettering supplies, wax seal supplies and a seasonal project to make. A year after, I launched The Wax Seal Club which is an every-other month box with wax seal supplies.

Both of my subscription boxes have been going strong and together there are over 500 subscribers who have joined in and love learning lettering and wax seal making!

Along with my subscription boxes I also sell wax seal making supplies. When I first started I had a hard time finding sealing wax colors that I liked. It was also hard to find the type of seals I was looking for and loved. So I decided that I could provide that to others. Modern and fresh sealing wax colors as well as wax seal designs that are unique, modern and beautiful.

We’d love to hear the story of how you built up your social media audience?

I started my Instagram account in 2019. I created it before I started my business as a way to share my lettering journey. It has evolved over time. But there have been three things that I think have helped it grow over time.

First, making connections with other people. When I first started my account, my goal was to make friends with other people who loved lettering. When I started following someone I would like their posts, but comment too. I would message them and treat it like I would an in-person friendship. I’m still friends with those people now and we support each other in our businesses.

Second, consistency. I’ve posted five days a week for the past four years (minus a short maternity break). So many people ask me for social media advice and wonder why their accounts aren’t doing well. But when I look at them, they haven’t posted in two weeks. You can’t expect to have engagement and have your account grow if you’re not being consistent. Make a plan and stick to it, even if you don’t see the “results” you’re wanting all the time.

Third, video. My social media has grown in total by 270K on all platforms by using videos. I started using reels last year on Instagram. I now share videos on TikTok, YouTube and Pinterest as well. Using video has allowed me to reach a larger audience and helped my social accounts really grow!

Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.

I do manufacture my wax seal products. I started with searching for a manufacturer here in the US and then in Canada, but couldn’t find one that was a good fit. So I went on Alibaba and started searching there. After chatting with over 30 different manufacturers I found one that would answer all my questions and that had the type of products I was interested in. Over two years later I still work with that same manufacturer.

I’ve also worked with several different manufacturers to make products for my subscription boxes.

One of the most important things is to find a manufacturer that will answer all your questions. If they are hesitant to answer things or they disregard some of your questions, they will continue to do that in the future. It won’t be a good working relationship.

The other thing that has helped me a lot is my background in graphic design. I know how to use all the Adobe programs so being able to create mockups for designs has been really helpful when working on new products.      

Contact Info:

• Website: https://bgoodslettering.com/
• Instagram: https://www.instagram.com/bgoods.lettering/
• Facebook: https://www.facebook.com/bgoods.lettering/
• Linkedin: https://www.linkedin.com/in/betsygoodman/
• Youtube: https://www.youtube.com/@bgoods.lettering
• Other: TikTok: https://www.tiktok.com/@bgoods.lettering
• Pinterest: https://www.pinterest.com/bgoods_lettering/