icon-folder-black Entrepreneurship Mindset

Paris Northcutt - Deep Emotional Resonance In The Candle Niche

icon-calendar 2021-08-26 | icon-microphone 59m 7s Listening Time | icon-user Joseph Ianni

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There's a number of thorough lines on this show after a year of meeting great people, such as my guest today, Paris Northcutt. The thread that we get to continue on today is that of independent craft. In this case specifically for aroma candles. It's fair to say that not everyone would pursue candles, but we've seen this time and time again, how a great business can begin by simply trying to solve a problem for yourself. So even in that respect, there's still a lot for you to learn. 



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Tags: #Debutify #debutifypodcast #ecommerce #parisnorthcutt #ladycimonnecandleco #candlemaker #entrepreneur

Paris Northcutt: [00:00:00] I take the tree and she's helping me build out my branches. And then within those branches, I'm breaking them down into quarterly, monthly, and weekly goals. And so each week I'm getting towards that monthly goal. Each month, I'm getting closer to that quarterly goal. You just have to start from the top down. Where do you see yourself? What do I need to get to do to get there? And then what do I need to do today to get to this branch or to this level of that branch or what have you. So I start always with the bigger picture and I work, I work backwards. 

Joseph: [00:00:37] You're listening to Ecomonics, a Debutify podcast. Your resource for one of the kinds of insights into the world of e-commerce and business in the modern age. This is Joseph. I'll be presenting a wealth of industry knowledge from interviews with successful business people and our own state-of-the-art research. Your time is valuable. So let's go.

There's a number of throughlines on this show after a year of meeting great people, such as my guest today, Paris Northcutt. The thread that we get to continue on today is that of independent craft. In this case specifically for aroma candles. It's fair to say that not everyone would pursue candles, but we've seen this time and time again, how a great business can begin by simply trying to solve a problem for yourself. So even in that respect, there's still a lot for you to learn. 

Paris Northcutt it is good to have you on Ecomonics. How are you doing today? How you feeling? Doing pretty good. It's nice to talk to a fellow 2:02 PM or, um, I it's, it's actually like the pattern interrupt, talking to somebody on the same time zone as, as I do, because people who are like, I remember we had one person, he, he, you know, he's in his office, uh, at night.

Uh, COVID didn't exist in his area. So we were watching people like putting chairs up in the background and I thought, well, that's that's so that's so interesting just to say it, so it's good to have you. I know we don't have you for forever, so let's uh, let's get it. Opening question.

Ecomonics tradition slash nutrition. Pretty much every podcast on the planet. I can only be so unique. Uh, tell us, what do you do and what are you up to these days? 

Paris Northcutt: [00:02:13] So I am the owner and CEO of LadyCIMONNE candle co. I sell candles and wax smelts. Um, however, when I'm not doing that, I still do hold down a full-time job.

I work for the state of Ohio, or I am from Ohio. And so I worked for the state. Um, I'm a mom of an awesome three-year-old and I have been with my hubby for five years. We actually just celebrated five. I am working and making candles and chasing a toddler and all that good potty training, all that good step while still, you know, selling candles and trying to empower people with my business.

Joseph: [00:02:53] I am definitely going to ask you about your energy levels and how you know, and how you're able to balance all those. Cause I, I honestly, I didn't know that you were working full time. Um, I knew that you had other priorities and other responsibilities, but I didn't realize that you were really doing all of that.

So that is definitely, that is chamber that one's going to be ready to go. So usually when I'm, when I'm doing my digging on my so close to the same customers, I don't know why, uh, on my. I always, uh, want to decide, okay, how important is the person's backstory to the conversation? Sometimes it's like, no, if it comes up cool, sometimes it's very important.

And in this case, it seems to be a significantly important. And for the reason is that, you know, a lot of people when they get into, into business is because they want to solve problems for others. And really some of the most, I would say genuine businesses start with. The person's ability to solve the problem for themselves.

And, and what comes from that is a way to market the product and market the brand in really, it doesn't get any more genuine than that. So tell us about the journey that this business took you on. 

Paris Northcutt: [00:03:59] Well, okay. So three years ago, after having our son, I, um, went through a period of postpartum. That's pretty common for moms first, you know, new moms, but I, mine was a little bit more on the other side of the postpartum spectrum.

So you have like postpartum depression, which we all know is a very, very serious, um, um, issue. And then on the other side of the spectrum, where I fell is where moms battle postpartum anxiety. And I already deal with, um, a level of anxiety just as Paris. And so after having my son, it kind of taken, it took my anxiety levels to a very, very extreme measure, to the point where it was impacting my daily functions.

So, you know, going back to work and trying to get back to regular life, um, was very, very challenging for me. And, um, so my doctor encouraged me to seek some type of self controlled activity because anxiety stems from feeling like you don't have control. You're worrying a lot. And if it becomes very excessive, that's when it hits that disease of the mental health.

And as, so I already left candles. I started exercising again. I started doing some walking, um, and you know, just doing some, like, things like that, but then I was on the internet, literally just scrolling. I'm like, you know what I said, I don't think I'm gonna buy a candle making kit, like literally just random.

Um, and I was just like, that would be fun. Like I give bath and body works my money. Um, and I love bath and body works candles. I'm like, I always wonder how to make candles and saw I purchased a kit and I have not looked back not trying to sound cheesy, but it's, I literally haven't looked back. It has actually making the candle is very, very, it's a very, very intentional process.

And so in that process of how to kind of make candles and things like that, I was just reminded of how intentional my life's still is here on earth. I have a son, I have awesome husband. I have a family. Um, and I just believe my purpose is not finished here. And so literally in the process of that, I, um, regained my strength, my mental strength, and I knew I had to get myself together mentally to raise my son.

And I am now understanding that taking care of me is taken care of. Right. And so that is what that journey was like for me. And now three years later, um, I am rocking and rolling with my candle business. 

Joseph: [00:06:35] Yeah, it's a, it's a curious dynamic because if a person is too selfless, that can actually be an act of selfishness.

And, and, and there's also an element of selfishness, which is actually an act of selflessness by making sure that we are operating on full cylinders, that allows us to do, uh, the right amount. Really, really it'd be able to be there for others. 

Paris Northcutt: [00:06:58] Absolutely. I agree. Um, but, and, you know, I know when it comes to moms and you're a new mom and all this stuff, like you hear all the stories you hear about mommy, guilt, you hear about, you know, you try to stack on to any type of mommy advice you can from seasoned mothers before you have your baby, it's just a natural thing.

And so you do battle and I still sometimes creep into that, where I'm guilty for wanting some me time. And I really had to learn that it's healthy. It's not a negative. And I think we put a negative stigma on it because we're moms, we're nurturers. We're supposed to be the mommy bear. And the lion is, and everything we're supposed to hold the whole house down.

And that's the stigma. And it's like, how come I can't do that? And still sneak away for about 20 years. And light a candle in a bathtub and relax without, um, a diaper change or heat impede on itself or, or trying to clean up after him. Or he got food on his face. It's okay. And so I'm using my candle line to remind, not even just moms, but just even men, since I do offer masculine sins, but even men that bottle mental health, or who may have a wife or a partner that is battling some of that and just learning to bring some empowerment to their lives and remind them that self care and mental health is very, very important.

Joseph: [00:08:17] Right. I, I agree completely. It's important to keep in mind that there's a lot of advice that has been around for a long time. And, you know, our, our eras that we live in, they, they change radically. And I think the change has, uh, increased, uh, had really had a quantum pace. We don't have the same like major breakthrough innovations, but we have so many minor ones that can have a protracted and affects on people.

So like if somebody tells it tells men to, to tough it out, No, that advice goes as far back as when men live to like 28 and had 12 kids and had to fight ox. So, you know, there are a lot of factors that change that make that kind of advice was not as relevant as a, as it can be anymore. 

Paris Northcutt: [00:08:56] Yeah, absolutely. 

Joseph: [00:08:59] So with me, I mean, I don't want to spend too much time on the, uh, on the postpartum stuff, but I do think it's a, it's highly, uh, it's it's important conversation.

I th I'm not a parent yet, but fingers crossed and I guess my I'll I'll, I'll ask one other question about it. Um, you know, in the event, anybody here listening is becoming a parent, is where are there signs that, uh, You know, looking back in retrospect, it might've been able to catch it early if that other people might be able to watch for.

And then how much of a percentage was working on this candle? Like if you break it into like a pie chart, it was like 25%, 30%, 50%. So there was no one panacea to anything, but it was part of like of a, of a greater effort to, uh, to regain all of your, uh, all, all of, all the self that you needed to keep going.

Paris Northcutt: [00:09:52] Yep. So I will say, um, you know, in moms or to be moms that may be listening, they know or will know that after you have your baby, you go through several more doctor's appointments or your, you know, your postpartum checkups is what they're called. And so I knew I wasn't, I knew I wasn't exactly right. But again, you just immediately charge it to your tired.

You're um, you're sleep deprived. Uh, you're not, you know, you don't really get back to your appetite. I mean, there's a lot of different other physical factors. And so sometimes you can just be blind to what those symptoms can really be until, you know, you go to a checkup or your doctor's asking all these questions.

So I didn't even really know that my anxiety was becoming excessive until she kind of pointed it out. So I'll just give an example. Um, so it was to the point where because postpartum anxiety deals with, like I said, excessive fear and worry to the point where it's interrupting your daily function. So it was to the point where, um, I will come in the way our house is built.

Um, the front door, you know, how front doors lead up to the immediately lead up to stairs. And so that's, our son's room is here. We have a first floor master, so I would literally sneak out of bed. Um, once my husband fell asleep and sleep on a couch, almost like a guard dog, because I was so excessively worried that somebody was going to come in and break my break-in and take our baby. Like, there are certain scenarios that conjure up in your head and you don't understand why or where it's coming from. And I couldn't focus at work. My work performance was declining rapidly. You know, having meetings with your supervisor, like, are you okay?

What's wrong? You know, that's it, you checking in on your staff. And so I knew I wasn't. Right. Um, I wouldn't let nobody hold them. It had to be me. It was just not giving any relief to anyone to help me take care of our son as a newborn. And so I knew that wasn't normal, but until you hear it from a doctor's perspective, whoa, that's a little, I am being quite excessive, but, but you just think you're just tired and frustrated and can't nobody do it, but you. So. Yeah. 

Joseph: [00:12:07] You know, the, you know, the body will find different ways to communicate something and not all of them are the ones that we're used to. I mean, for instance, I noticed this is probably about a year and a half ago, but I was started to get these severe headaches and it was my body telling me that I'm okay.

I'm like, well, hang on. I thought we had an agreement, like, why are you doing this now? And then I know the point to it, just to speak to anger, anxiety, just so it's gonna kind of like compare and contrast how, uh, farthest CA uh, can, can take a person is, you know, my, my girlfriend and I, you know, we, we try to do things together and one of them is we like to play games.

And by that, I mean, I play the game and she, and she watches because it's scary. 

Yeah. Yeah. So, so we get into the resident evil series, and I don't know if you know that series has crossed your radar, but you know, you're in a house and there's zombies around. And like, I was so anxious that I actually pushed a chair in front of the door, just in cases he tries to break into the night.

It gives me like an extra 10 seconds to, to react to it. Right. You know, as far as we know, zombies don't exist, at least not in the way they're portrayed. Right. So that's complete fiction. And yet it actually had like a significant impact on my, on my mental, my mental wellbeing for at least a couple of, yeah.

Paris Northcutt: [00:13:23] Yeah. That's exactly. That's exactly what it does. Our body and mind can tend to play tricks on us and because it's not. You know, something that we're accustomed to filling or baking or, or dreaming or whatever, whatever causes that scenario to conjure up in your head. It's not something that you conjure up on a daily basis.

So I'm, I'm your mind can play tricks on you in that way, until somebody can like bring it to your attention or you come to realization like that was a bit much, that was a bit extreme or I'm going a little too far with this. 

Joseph: [00:13:57] Yeah. So I, the, I'm not, I'm not saying that I had to return a certain bladed weapon to a pawn shop.

I'm not saying that, but no, I, I, I still have my sword anyway. Um, so, so the energy question I had tabled it, I want to get to it, um, earlier on like, you know, some of the early days of Ecomonics. So I asked the mindset question more often. I kind of like, I got away from it for awhile, but I think this is a really good time to ask it.

So, um, I'm gonna frame this as. You know, your, your, your date your day to day. So, and you're free to, you know, give us as much, uh, uh, details as, as you think are relevant. And I mean, like, you know, diet and, uh, time you go to sleep, how much sleep we're getting, uh, stuff like that. So how are you finding, and I guess your candles as well, I'm, I'm I imagine are, are, are, uh, a significant, healthier, so on a week to week basis, how are you managing your energy levels as well as your, a priorities?

Paris Northcutt: [00:14:50] So number one, um, literally I typically have the same routine every day. So, you know, I get up around, I get up at five to hit, to get to the gym. Um, by six. So I do work out daily, which has helped extremely in terms of, I know it probably sounds counter-intuitive, but working out can help your energy levels.

Um, I had to change my diet. I did. And I'm not trying to sound cliche, but the way. Um, I have, you know, I battled high blood for even high blood pressure after having our son. So I had to change a lot of things about how I was eating and how often I was getting exercise, increase my water intake, start taking my vitamins.

Um, I'd take iron pills to replenish, you know, my iron levels every month. So I work out every day at 6:00 AM. Um, I come home, work on the business. I clock in at eight and I get with the state, you get two breaks and a lunch standard. So I work on my, you know, I work on the business during my break. I work on the business during my lunch, and that could mean finalizing candles, putting labels on running orders to the post office, packing orders.

It could be any number of that. Um, and you know, after we get our son from daycare, Play with him for a little bit. And I may refocus and maybe do some more admin stuff for the business. So maybe work on scheduling content, anything that's business related. I fit it in, in pockets of my day. And, um, then at night, once we put him down for bed, then it's, it's going to be time. So I do fit, you know, I work full time, but I sit in my fitness early in the morning and then I fit in my business and throughout the day, and I do a lot of work on the weekends in terms of maybe restocking inventory or anything business related only go to the post office twice a week.

I have it scheduled that way. So that way. Run into the post office. Every day I can batch my orders and, you know, pack a group orders and take them this day. Then pack orders. Like today I went to the post office at lunch, so I go Mondays and Thursdays and get everybody's orders out before the weekend. So I literally fitted it in pockets of downtime.

Sundays. I try to just, I said it's cut off with business and stuff. So, you know, I watch my husband go play basketball. We'll take our son to the park, eat at my parent's house, have some family time. So I do, um, keep family is in the balance as much as possible, cause I'm still a mom and he's still young and he needs us.

So I just, I literally like I tell any candlemakers or any aspiring business owners. Come to me through my YouTube channel or whatever, I'll always tell them, you know, you just have to fit it in pockets of downtime. So that may mean, you know, sacrificing a few hours of sleep on the weekends, still getting up early.

I mean, when you cook, when you want to sleep in on a Saturday, while you're running your business, maybe, you know, for a few Saturdays, you may not be able to sleep in to get some more work done for your business. You just have to do what you gotta do. So I fit it in around all of that. 

Joseph: [00:17:54] So one thing I would love to back you up on too, is cause you were saying how, you know, exercising might seem counterintuitive because it costs energy, but the methodology is the same investing. You have to invest energy to make energy and you have to invest money to make money. That was a huge breakthrough for me. I saw that on the, on a YouTube video as well. And so like, yeah, exercise really is that important. And I cascade myself for not doing enough of it, but this isn't about me.

You know, the next question that I had, um, uh, ready for you was also, you know, about, and you were like halfway through answering it too, which is, you know, your methods for task management and goal setting, you know, so, you know, hearing about your day to day. Uh, but I also want to know too about, you know, weeks at a glance or a month to month.

And like what degree of goal, how far into the future, you know, your goals are. As I remember, I read one of your interviews and like you, by 2025, you want to see some pretty significant milestones.

Paris Northcutt: [00:18:56] I do. So I do, um, I do plan. I do plan week by week. So that's more on like content basis. So my Instagram, Facebook and YouTube, I plan that weekly.

Um, I plan it monthly and then I scale it down with the weekly task. So it's like, I've already planned my YouTube content for June, so that's already done and I'm already, I record I'm hosted video once every week. So that's four videos a month. Right. And so I batch, I try to batch record. I send it off to my editor.

And I just have it scheduled on YouTube. So I think about what can I do in batches or doing segments that can free up my, the rest of my June? You know what I'm saying? So I play in a monthly content-wise and then I break it out into weekly tasks. I batch I batch content. I batch record. Business wise, as far as the candles.

Um, I do plan quarterly, so I plan ahead what I want to release. And so I already know what I'm going to release for July. I already, I'm already planning for my fall collection, so I'm already in September and fall and it's only bout to be June. So I plan quarterly and I have quarterly goals. I have monthly goals and then I have quarterly goals.

So financial wise and okay, well what can I do? Or what can I reassess in terms of my marketing strategy or my posts and things like that in order to bring in the revenue or, you know, prevent those cart abandonment or anything like that, how can I win those customers back? I'm always assessing and reassessing with my social media manager.

Um, and her and I are always tossing analytics. She's more of the analytics girl and then she'll throw them at me and now kind of figure out what content we can create. Um, how can we draw more customers I'm even back to get on Tiktok. Now I wasn't even trying to touch Tiktok, but she's  like no Tiktok is where you need to be. Your candle maker people love video content. Like they like seeing the words on the screen. And just hearing a voice over and I'm like, so, you know, the candle making community is very responsive to video. It's a, you know, it's candle making, you're doing something, it's an action. So just I'm constantly reassessing and then I'm placing my goals in that monthly area or that weekly area or that quarterly area.

Joseph: [00:21:18] See, I remember cause you were, you know, earlier on you were talking about, you know, the anxiety that you have, um, a long-term struggle with. And I have that I haven't, because I have a great deal of anxiety too. Um, according to my parents as a superpower, but yeah, 

Paris Northcutt: [00:21:31] it is a super power. I agree. Plan and get things.

Joseph: [00:21:37] It took me a while to make pieces there. Yeah, I think about like, okay, you know, I have goals for like what I'm going to be doing when I'm 40, when a 50, when I'm 60, you know, at some point I'm going to get revenge and all those people who bullied me, but, you know, it's like, I keep pushing that back for more realistical so like, um, and you know, I, I, my daily journal, I, you know, I'm always writing down, what does tomorrow look like?

And then, you know, once I fill those tasks, I started going back to the pages and be like, okay, here's a task that I didn't do on Monday. Go back is, does didn't do on Sunday? Um, yeah, I've had it. I've been an agenda for the last seven years, like each one each year. Yeah. It's made us individually different.

So anybody with anxiety, like the more we look for ways to gain control. I just hearing like how far ahead you've got this planned. Um, I, uh, it it's, it's what the, the superpower compels us to do, which is to say, let's get more control of this. If we're already figured out what we're going to do for fall, we're going to do for December.

Paris Northcutt: [00:22:32] Yeah. Already have since plan. Now it's just, you know, executing. And so, you know, and I'll also mark on my calendar. When do I want to have the packaging? Right. When do I want to have the labels designed? Um, when do I want to start marketing? So then I can shoot it to my social media manager and her, and I can start that content planning.

You know what I mean? So she can just post in, go, I'll already have the copy right now in her. And I, we do it on slack. We communicate through slack and then, um, you know, Google docs and we have our Google folder and I'll drop it in here and say, okay, the tick, like I did a Tiktok this morning, and soon as I'm done editing it and kind of cleaning it up a bit.

Yeah. I'm going to drop it in a folder and she'll post it when she posted. So, you know, in terms of anxiety, that's how I cope, you know, because I already deal with anxiety just as cares. Take the postpartum out of it. Um, that height ended, but now three years later, I had to find a means to deal with it just in my regular daily function and having a planner in executing it.

Like he said, it gives us some feeling of control. And then I had to learn. If I didn't get to that task today, I like, I used to beat myself up hard, like mentally, like, oh my gosh, I didn't check every single thing off my list and blah, blah, blah, blah, blah. And that used to just take my anxiety to another level.

And I've, I've had to learn that, you know, every day is not going to go as planned. And that's a mental thing that you kind of have to you know, get over to like, it's okay. You can get to the task tomorrow. Okay. 

Joseph: [00:24:09] Yeah. And you know, 4:00 PM rolls around and, um, I, and I'm either really feeling really good about all the day is gone or you are, or not so much.

Paris Northcutt: [00:24:16] Yes. I agree with you. 

Joseph: [00:24:20] Okay. So, uh, so the next question that I want to ask is about, you know, the. Um, I would break them out into milestones as how your business has scaled. So if you can break it down to like chapters, um, that might be a, uh, a helpful way to, uh, have a, have a clear view of like, you know, what was chapter one for when you want to just your candle business started your candle business.

Um, like what milestones had you had crossed and, uh, up to the point that you are now. So I, I, myself, I have to admit, I don't know exactly like how many customers you're servicing on a, on a month to month basis. Um, so I do wanna hear about that. I also want to hear about like, you know, what plans you might be laying out depending on where you want to take your, uh, your business from here.

Paris Northcutt: [00:25:03] So, okay. Yeah. So from, I did, I launched my business back in may of 2020. And so even since may. I've checked in, actually, I've, there's some things that I didn't even have on my, I want list, you know, I want for my business by this date list. Um, and you know, things just kind of happened is, you know, when you start a business, sometimes you can't always foresee where do you want to go yet?

You know what I mean? Like you just start you just, okay. And hopefully people just start buying your candles. Like they're, you know, at first I didn't really have a game plan. I just wanted to launch and start getting my messaging out there. Um, so I w I mean, one big milestone, which is want to take some time, but I would love to, you know, my candle business.

Eventually be one of the basis of, you know, that postpartum community that is, you know, more specifically postpartum anxiety. I would love to, you know, put my footprint more in the community and hopefully, maybe, um, you know, help contribute financially to those moms specifically for maybe mental health or some type of therapy or some type of, um, you know, sessions that they can go to.

And LadyCIMONNE candle co can be either a scholarship or it can, I can contribute in some way and pay for someone's therapy sessions or anything like that. Um, are like my two biggest. My, my two biggest, biggest goals. So in order to get there, um, I've over this past year, I've been putting things in place.

Um, I've learned that I can't do everything. I can't. I will, you wear every hat as a business owner, but eventually as your business begins to grow with scale, I've learned to move things off my plate. So within this year, I've reached several milestones that I'm super proud of. One is I've hired a bookkeeper.

My bill, I was able to pay for a bookkeeper. I'm actually, I'm bringing in revenue to where I can pay for a bookkeeper. So I don't even have to have that on my plate. I can just meet with her monthly and quarterly. We go over my numbers and I move over money for taxes. And keep it pushing. I have, I've been blessed to have an editor, you know, for my YouTube channel.

And so we have a contract where he's trying to get his business started. So I'm actually kind of his client. You know, and he's, I'm using his services and I'm marketing and helping him promote while he's getting his business started. I now have a social media manager. So those three right there, I've already been able to expand my team.

And I didn't think I would ever be able to do that. Not within one year. I've also hired a business expansion coach. And so I'm currently in her coaching program. To do exactly what you just asked me to do, grow and scale my different branches of business. So the milestone that I'm working on now is how can the lady some on Canda co tree expand to other branches?

So I have the digital side of LadyCIMONNE candle co, where I'm teaching candlemakers and aspiring business owners start their candle business. And so they get a course. I mean, you could, they can enroll in my coaching program. I do private coaching. Um, I offer freebies and digital downloads and then they have my YouTube channel.

So that was another big milestone that I was almost kind of launched into. I didn't even think I would do it in my first year and I'm already teaching others how to start their business. So it was very rewarding. And, um, things like that. I got my LLC and that was another big milestone. I was able to get that.

Um, I was I'm in the process of getting my own business. Same trademark. That's huge. So those are like those big ticket milestones that I have been able to do within one year that I did not see myself doing. And so with all of these, um, strategies and processes in place, now I am currently working with my business expansion coach on expanding my different branches of LadyCIMONNE candle co.

So I'm not just have my candle business, but I want to start speaking. Thanks to you. You know, this is another podcast opportunity. I did another one a couple months ago. Um, I'm getting guests speaking opportunities. So as these opportunities come, it's planting seeds in me to offer, you know, to, to be able to participate in these different opportunities that I didn't think I would do.

So those are a lot of the milestones I was able to complete so far this year, and now I'm putting structures in place to actually market myself and market my brand and not just LadyCIMONNE candle co but even Paris, the brand in my story. 

Joseph: [00:29:49] You know, I wonder if some people are listening to this episode and wondering, geez, how do I get anxiety?

Paris Northcutt: [00:29:58] Right. I know it's a lie. It sounds. And you know, it sounds like a lie. And so when you're asking me about my day to day and how I validate that's exactly what I do, I take all, I take the truth. And she's helping me build out my branches. And then within those branches, I'm breaking them down into quarterly, monthly, and weekly goals.

And so each week I'm getting towards that monthly goal each month, I'm getting closer to that quarterly goal, um, blah, blah, blah, blah. So you just have to start from the top down. Where do you see yourself? And then what do I need to get to do to get there? And then what do I need to do today to get to this point in this level of that branch or what happened?

So I start always with the bigger picture. I work backwards. 

Joseph: [00:30:47] Yeah. I see that. Cause if I'm visualizing the, the result, um, I mean, planting the seed in the ground is like, okay, that part I would not have to do, but yeah. Figuring out how to the tree. Okay. Yeah. That checks out.

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Okay. So, uh, now for asking you questions about candles. Some of the benefits or that I want to hear about like what the ones we don't really hear about that are associated with candles. Like lavender, that one, I worked out on my own, but, um, what are some of the other benefits that, you know, people are, people are getting when the w when they liked these things.

Paris Northcutt: [00:31:47] So aroma therapy is probably one of the biggest benefit. So of course, aroma therapy, it can be used for, um, you know, of course relaxation, um, mental calmness and things like that. But then there are some fragrances and scents that are mood lifters. So a lot of citrusy scents are designed to be a mood lifter.

Um, so, um, those are great for like maybe the spring and the summer, you know what I mean? And then you have, um, more of those, you know, florals and. Since like that, that are designed to just give you some type of light and airy feeling. So fragrances are always say, fragrances are what you make it. What do you want it to do for you?

I can tell you how it benefits. Um, the light, the light of the flame and the. You know, it helps you physically and mentally, but then, you know, depending on what, since you want to go for like a citrus, and he's saying, you know what, I'm feeling real bubbly and happy today. I'm just going to lie the citrusy type fragrance in my kitchen and clean and knock out this cleaning session.

So, um, people use candles for a variety of reasons. Mostly for aroma therapy. They need some type of mood adjustment, whether that's lifting them up or calming them down. 

Joseph: [00:33:05] You know, I mean, one thing that, um, stuck out to me and only when you're describing it is. Um, is more of the visual side of it. I mean, the, the, the, the aroma is, is the part that, uh, that's conveyed pretty clearly, uh, even to a one such as me, who's an occasional doofus, but I think also like looking at it visually too, I guess, I don't know, just what kind of like effect, um, seeing the cat, uh, seeing the candle might have or watching even the, the, the flame one thing that I would wonder is let's just say for instance, The visual of seeing like the wax dripping down and how the candle reshapes itself over time that that might actually have an impact.

So like, I might want to contain it into a glass container. So that way I only ever see the, you know, the, the fire burning from the top. And I don't see the, the transformation of it. I have to, I don't know if, what I've just said as any verifiable fact, but, um, on the visual side, um, what, what impact is it having on people?

Paris Northcutt: [00:34:06] I know from a visual and I know this probably sounds counterintuitive, but it actually, again, and it's all depends on what mood you're going on going through. Um, but visually it can actually. Um, stimulate things like memories. So I know candles stimulate memory for a lot of people. Um, it could not just see the scent, but it can also just, um, looking at it melt or looking at it transform could trigger a memory of, you know, I remember.

And when I was young and my grandmother's house and she would burn pillar candles. And I remember how it would, you know, mill and draping, you know, whatever candles can also stimulate, you know, memory factors in your brain as well. So. 

Joseph: [00:34:48] I didn't know that. Yeah. I mean, I was just. 

Paris Northcutt: [00:34:50] Yup, it does, it does stimulate memory and a lot of people use candles for that reason because it gives them a level of comfort.

Joseph: [00:34:58] Yeah. I mean, they are, they are an attractive product by nature. Um, you know, they, they look good and the colors are, are, are varied. Um, but I, I guess I would say that the it's the scent, that's the principle selling point, just clarifying point. So, so, so that's good. I gotta be a challenge in, in, in the marketing side, because if I'm marketing clothing yeah.

Trying it on is, is it helps, not everybody has that luxury, but at least, you know, I'm seeing it visually. Uh, on a model, um, if, um, a skincare, I would say, you know, you can see, I guess, the results of it. So some of this would have to do with the, the, you know, the deep resonance that it has with the customers, which is like the question that I have chambered.

Um, but in the copywriting, what I saw was you weren't, from the, from the website, from the quiz that I had taken is that it wasn't like it said, oh, you would like citrus, or you would like lavender. It was the emotion that I wanted to go for. It was like, I went with, I got strengthened, I got driven. Um, and so, you know, I can, you can expand on that for us.

And just like the marketing strategy you use to convey the effects of the candle.

Paris Northcutt: [00:36:04] Sure. So again, my line I'm marketed to where it's designed to empower you. So literally every single fragrance that's offered in my, on my website, resonated with me in particular, in a, it triggered a different emotion for me at the time I was making it.

So I would, I literally researched the fragrance notes. I researched what they made. Um, and then based on the fragrance notes, um, it empowered me in some way, like for example, um, my, I think it is, I think, is it confident? I think it's my black. Where it's, uh, it's more of a masculine scent, but, um, the way the, the type of fragrance notes that it has, it reminded or empowered me, or reminded me of, um, kind of the struggles that I've been through in my life and how you know, when you see when your climate, I don't know if you've ever been rock climbing or client order hike to a waterfall. I've been hiking. I've done things like that. I've climbed the green. I went to the Cayman island. Well, Jamaica and I've climbed in had fun, but it was such a struggle getting to the final resolve.

It was such a struggle getting to that final beauty of the waterfall or that final beauty. Wherever you were trying to climb and hike too. And so that particular scent and those fragrance notes reminded me that despite my struggles and despite what I've been through in my life, there's still a beautiful result here.

I still have a purpose here on this earth. So literally those specific fragrance reminded me and stimulated. A reminder for me, and that's exactly how I have categorized each scene. So that way, when someone takes the quiz, I am trying to trigger a mood I'm trying to alter or uplift or empower your mood in some way.

So that way, when you burn it and take it home, it also comes with an affirmation card. And so I break down what those scents mean, um, and how it's designed to empower you when you leave. So that's how I have kind of created that unique marketing strategy, where I try to trigger a mood through the taking of my quiz or through my affirmation cards to show you the journey that it took me through.

At the time I was coming up with those fragrances from our product line. 

Joseph: [00:38:18] And, and the, and it transitions perfectly into, you know, the other question that I had chambered is, you know, the, I guess it's, uh, there are deep, it's a deep, emotional effect that it has an hour. It resonates with customers. And I would argue that the more, the more it runs resonates with people and it solves the deeper, the problem.

The more naturally, they are now going to be ambassadors for you. So, um, on that, so, so we have that side of it. And, you know, if there's any case studies, I'd love to hear a couple of those, but also, um, have you, uh, worked this into your strategy where like user generated content, um, along also with, uh, help, you know, how other people are building candles and maybe the, uh, the positive takeaways they shared with you is how that factors into the overall view that you have.

Paris Northcutt: [00:39:08] So there, I mean, I have had customers email me and I even have a few of those testimonials on my website where they would, they literally took that affirmation card in their order. And they literally said, you have no idea what literally what I was going through today. And so getting your order and getting that affirmation card today has helped me push through to get to the end of the day, depending on what state or what type of card. And I also teach from the other side of it. I teach aspiring handle business owners that come to me about how to properly, how to connect truly not only with, with your candles and your business, but connecting with the craft, make it intentional because as a customer, you can tell.

You, you, you know, if you resonate with the brand or you don't either like it, or you doubt. So I use, I use dove body wash, you know, but what makes dove special for me versus dial or versus ivory soap. Right? So there's something about dove and their packaging. And maybe their commercials or what have you that has intrigued me to want to use it, to moisturize my skin or make me feel fresh and, you know, whatever.

And so I teach candle makers. Also, you have to figure out how to plug into your customers. Problem, you know, so our problem is we have to wash our wash our bodies every day to stay clean. Right. And so that, you know, bodywash companies specialize in that they're solving that issue, but now let's go deeper.

Is it moisturizing or is it drying out? My skin? So dove is, is more, more striving for me versus dial-in ivory. Now let's go a little deeper. Does it, does it smell good? Do I like this scent? Um, how do I feel after I put lotion on, should I also buy their moisturizing cream to go with it? Like, you know, you have to figure out where to solve their customer's problem instead of just, Hey, it's already candle business now.

Can you buy them? Like customers? I feel that not only you connected with your craft and your business, and so they can feel that through your marketing, they can feel that through your product descriptions, they can feel that when they open their packaging, they can see how intentional you are with your business.

And that alone is going to help them resonate with you. I also always say customers don't buy your products, they buy you, they buy your story. They buy your brand. Everybody makes athletic shoes, but what is it about Nike or Jordan that causes their store footline Footlocker and all of them to sell out soon as new Jordans drop.

So it's something about it. Keeping them keeping the line belong every time he has a new release when he's released thousands and millions of shoes. All right. So, you know, just narrowing down, um, that trigger. So mine base is about postpartum anxiety, but I'm also using that story as a way to empower and um, people's moods and encourage them that your life is intentional. So, because I am very intentional in my craft and in my packaging and what you see on my website, it helps customers connect in that way. 

Joseph: [00:42:13] You know, um, what you've done is you summarized a very long standing. Um, I would say issue, but just a longstanding, uh, dialogue that I've had been having with multiple people is, you know, when it comes to solving a problem, we can solve problems on the surface.

Like. Oh, I can't see. Oh, you know, it's a flashlight, but it always, there's always like a deeper problem, uh, to, to identify and solve. And, um, I mean, a lot of that has to do with, you know, uh, market research and, you know, and thinking introspectively to Woody. Would you agree or disagree that once you get to the emotional core of somebody.

Is that about as deep as it gets? Or have you found maybe if there's like something even deeper on like a subatomic or a quantum level that, uh, is also, I K I exaggerated with that particular terminology, but the point is, um, I would, I, it sounds to me like, you know, the emotionality is about as deep as it gets. 

Paris Northcutt: [00:43:08] I would say. I mean, cause everything is drawn from an emotion. If you think about it, you hungry, you're hungry. You know, you feel hungry by probably reacting grumpy. Or sluggish or just not in the mood to talk because you're hungry. If you're sleepy, same thing, you may come off a little grumpy or. You know, maybe not as talkative as you normally are because you're sleepy.

Um, if you're excited, it's going to show in your tone and in your facial expression. I mean, so when it comes to resonating ways, a mom that's battle postpartum or someone that looking for an encouraging word. You know, all of that stems from an emotion, whether it was something triggered from their past or something that they may have gone through and, you know, buying my candle or seeing my Instagram posts or reading the product description has kind of uplifted them in the way.

You know, I would say at least for my business, um, I am trying to tap into those emotions because everything is done from that. It starts from your emotions and then it goes here and you start thinking negative, or you start, you know, thinking, you know, opposite of what you should think about yourself and yourself, then your self-esteem starts to decline.

And then from there. You start to shut people out or, you know, just any, any, we all react to different life situations differently. What I may have gone through, you may have probably gone through with a piece of cake, but it wasn't a piece of tape for me. So I'm trying to tap into different levels of emotion and just simply encourage like, What you may be going through sister, like I'm not going to downplay it just because I didn't go through it or experienced it.

Just like you, your situation matters just as much as anybody else. So let's talk about it. Let's talk about postcard and let's open this conversation, um, that people want to put a stigma on and make moms feel like we're supposed to carry the rock on our shoulders. And it's like, I'm still human. I still have emotions.

Sometimes I just want to cry. And I don't feel like dealing with the toddler right now. It's okay. I'm human don't make me feel bad for it. And so I'm trying to open that conversation. So it is more emotional, especially with my target market. I'm dealing with moms because all of that is an emotional thing.

It's so emotional. All of it. It's physical. Then you have the baby and then it turns into emotional. And you're trying to heal, you know, your physical body while trying to battle these emotions and your mental battles. 

Joseph: [00:45:31] I've been living on my own for a, for almost a year now. So this is the longest that I've gone without like, you know, seeing, uh, seeing my mom every, every day.

Uh, you know, I just, there's two big things that she's done, you know, like providing life. Um, you know, the small thing is that she's done on a day-to-day basis. And it really is like one of the most, um, uh, you know, extraordinary responsibilities that, uh, that a person can be endowed with. And one time I joked with my mother that she was like, you know, you know, one of these days, uh, the rest of the family is going to have to figure out how to cook.

Cause I, you know, cause you're going to be like, uh, you know, and so it's all, it's all prepared. It's just the ketchup is, um, it's all stuck at the bottom. So just turn it around and shake it and the families turn it around and shake it. I thought you told us dinner was ready. We don't know how to cook.

Paris Northcutt: [00:46:18] That is so true. Moms are special, very, very special. Um, so, and it, but everybody's not. Right. So, um, I do try to package my voice message in my language when I'm, you know, with, through my Instagram posts and things like that, to even encourage someone that may not have their moms, do you know what I mean?

Or a mom themselves, and don't have the insight from their mother or who pregnant or who may have lost a baby because I've also lost a baby. Um, and that's an emotional trauma as well. Um, so I try to tap into all of those areas with my target market. Always say there's riches in the niches and that's the specific market I am passionate about.

And I'm talking about, and I am hoping that, you know, LadyCIMONNE will be one of those comp be in the mix of those conversations. 

Joseph: [00:47:09] You know, the internet is a, is known to, uh, connect people a great deal, but it also has the ability to, uh, you know, punish people for exposing their vulnerability. Um, so, so in your, you know, in your community, you really want to create a safe Haven for people to share what are these, you know, these deep issues.

So I guess it's like a brass tax kind of question, like, you know, is it a Facebook community page? Are people emailing you that? So. No, you're you're hearing those stories is how are, how are your customers reaching out to you? 

Paris Northcutt: [00:47:40] All sorts of ways, DMs, email, um, they, in some way, even though their customers not even interested in making a candle, they'll pop over to my channel just to watch.

Um, and so all sorts of ways. Yeah. DMs, email, Facebook messenger. So I talked to, and I talked to my customer, they hit me up. I'm gonna talk to them. I don't care what medium it is. They supported my business. That's still trying to grow and get its name out there. So I'm absolutely take time out to respond.

Of course, my emails are a little bit more professional. I have like, you know, LadyCIMONNE candle co, we'll get back to you in 24 to 48 hours. You know, I have the professional piece on the email. If they're just hitting me up real casual in DM, I would talk to them casual in a DM and just be completely myself and just, you know, chit chat with them.

So I love talking to my customers. I love talking to even candlemakers who have become customers. I have a lot of candlemakers and subscribers that have become customers. So the point where, you know, my YouTube subscribers, they have a special code that they can use to get a discount just because they're, you know, they subscribed.

So I've made it a family as much as possible. Um, my email list and nurture my email subscribers as well, and kind of nurture them a little bit. And I'm always posting on Instagram and Facebook. Um, so they're more than welcome to talk to me. Any kind of way I will talk to them. They support, I'm to talk.

Joseph: [00:49:09] Yeah. As a, as I'm hearing this, it's writing me of though. There's another, like long-standing dialogue that I, that I've been having. Um, I have issues with the company when it comes to like the way certain things are, are characterized. So for instance, as a podcast or fundamentally, what I'm doing is radio or broadcast.

And so, you know, if I tell somebody that I do radio, they're like, oh, wow, radio. Well, that's, that's prestigious, but I told them I do. I do podcasts. I have to follow up by saying, by the way I'm paid for this, because there's just, there's preconceived notions about the different terms. And one has more of a legacy to it earlier.

Okay. I was trying to think of what was another one and I, I blinded then, and I'm still blanking. So I'm just going to move on and hope the one example was enough. Um, but what I, when you're, you know, you're describing yeah. And to me, it almost seems like even the term business at times, doesn't fully characterize what is really going on.

And what's really going on here. If you could think of a better term, feel free. But to me, the term that I would go with is mission what's, you know, with what is your objective? What is your goal? Those are that to me is the underlying force that really drives somebody to do what they're doing such as yourself.

Paris Northcutt: [00:50:16] I will say mission is accurate. Um, I mean, by on paper, I'm a business owner, right? I own a business to the IRS and to the state of Ohio, I own a business because they want the tax money, but on a deeper stale, it's definitely more of a mission. Cause I just told you what my mission was. I would love my business to be in that conversation.

I would love LadyCIMONNE candle co to reach a financial it's financial point where I can literally offer scholarships or some type of monetary supplement to those moms who may need, I don't care what it may be. They just need, I don't know, 10 packs of diapers. I don't care. I want, I would love to be some part of that footprint where I can help in supply maybe baby products or supplies or pay towards a therapy session or support group, or pay their way to attain some type of, um, peer session or anything like that. Um, that's where my mission is. So when I think even that's so long term and who knows it may not be super, as long as I'm thinking it is.

But today I'm thinking like, oh, that's so long. Like that's going to be forever. Um, but that's the ultimate mission. And remember I was talking about how I always work backwards. So what do I need to do to achieve those, that mission? Um, so then it gets into the business. I, right. Okay. So let's look at my numbers.

Let's look at the analytics. What do I need to change about my marketing strategy? Um, who do I need to target more? Do I need to start interacting with and networking more with other bigger companies? I would love to have sponsorships and be in that mix with mommy sponsorships and use my business as a platform.

I have so many things up here. And so it's like, how do I work to get it? So yes, it is absolutely a mission. I'm business on paper. I handle my business. I don't play about my business. I handle it. But alternately it's the mission is, is where it's, where I keep my eyes. Right. So I agree with that. I liked that.

I liked the mission word.

Joseph: [00:52:29] I appreciate that. And I hope our audience understands that as well as to really think about, you know, what, what mission and, and I think for a lot of us probably already on a mission and it just, it hasn't been arranged in our minds in a way that says, oh, well, you know what? We can actually.

Start start a business. You envision raises upwards into the tree. So I did look at the website. Um, I never seen the, okay. So there were the candles and there were, there was another product called the wax melt. Um, I just kind of want to know what those are because I've never seen them. 

Paris Northcutt: [00:52:58] So wax melts are pretty much a flameless version of the candle.

Um, I offered that product because there's a lot of people that don't, that love candles, but they're either scared to burn them or they maybe had an accident. That's why you have insurance as a business owner. Um, but they may have had an accident or, um, they want some other way to experience aroma without lighting a flame.

Understandable. I'm not offended. So what you do as business owner, what can I do so they can still be a customer, but not buy candles. 

Joseph: [00:53:33] I mean, I'm Italian, so, you know, every part of me is a liability when it comes to open flames.

Paris Northcutt: [00:53:41] So I'm literally, that's what it is. It's a flame list and they're little cubes. It comes in that pack that you see on the website. When you open the shale, the mold, I should say, there are six cubes and you literally break off the cube and you can even Google what I mean, but they're hot wax warmers or tarp warmers, and you can buy them anywhere, Amazon, wherever target.

And so you either you plug it in. And literally you that stick one or two cubes on the plate and literally the plate heats up and it warms up and it melts. And when it melts, it releases the aroma. And so that's another way to enjoy aroma therapy or just aromas and even the little plugins, you know, like those Glade plugins or something like that, they even make where they're like plug-ins, but with the plate and you can stick your.

One tart on there. And literally the plate will warm up from being plugged in and it melts. So it's almost like a Glade plug-in, but it's what your wax smell on there. So, um, they're very convenient. People love them because again, it prevents them from having planes, maybe, you know, they probably have kids and just depending on how their house is built is probably just easier to have something playing with versus what the candle lit.

Um, some people forget to turn, to blow out their candles. Accidents happen. So people prefer a tart or melt because, um, it's, it's more safe. It can be more safe if the dog or your toddler don't get to it and try to put it in their mouth. So you still have to be careful with your lower people living in your home, but still it's, it's a great way to enjoy fragrance.

Joseph: [00:55:23] Right? I mean, all the things can be unsafe with the right motivation. 

Paris Northcutt: [00:55:27] Right. So I always tell people, be careful, even with wax smell, if I can get a lot of questions, like, well, there's no flame, so what do I need to worry about? Um, there's still things you gotta be careful of is still hot wax. Um, you could still burn yourself if you're not careful.

Um, so just, you know, still take precaution, but it's just as enjoyable and it releases just as much as of aroma as a candle would. So. 

Joseph: [00:55:50] With that, uh, the, the clock is a, is a ticking. I got to get you on out of here. So the final question it's, I mean, Pathological. Uh, and it was, it's been 57 minutes and 14 seconds, so. 

Paris Northcutt: [00:56:03] Wow. We had great conversation. I didn't even realize. 

Joseph: [00:56:07] Well, happy, happy to hear that. You know, if I, if I, if I, if I have somebody whose time on this program, I try my best to make it as worthwhile as it can be. So I appreciate the, uh, the positivity there. Um, the final question for you is you've given us a lot of wisdom, so you're kind of off the hook.

But if you have any like final words of wisdom or like a Chinese proverb you really like stuff along those lines. You're welcome to share it. And then let the audience know how they can find your product and find your course as well in case they're curious about trying this. 

Paris Northcutt: [00:56:36] Okay, so you can look. Um, my website is ladycimonnecandleco.com.

I'm also LadyCIMONNE candle co on YouTube. If you're interested in more of my digital products in my course, and my coaching that is well, that information is also in the description box of my YouTube channel, but it's Lady C's digital HQ. So L A D Y C S and then digital HQ. So that is my digital hub for candlemakers and lovers alike.

And if I can offer any other, there are two. If it's I'll do to take care of you, taking care of me was taking care of your baby and then a business tip, understand that people don't buy your products, they buy you. So make sure you frame your branding and your messaging to resonate with the customers you want to target.

Joseph: [00:57:26] Fantastic. Um, well, Paris has been great to meet you. Great to have this conversation, and door's always open. So, uh, gave herself a cup of quarters and I'm looking forward to seeing, uh, where you go from here. 

Paris Northcutt: [00:57:37] Thank you so much for the opportunity. I appreciate it. This was amazing. And I enjoy talking to you as well. 

Joseph: [00:57:43] Fantastic. And to our audience, uh, as always it's, uh, it means a great deal to be able to collect this information, um, disseminate it in a way that even a moron like me can understand and give it all to all of you.

So with that take care and we will check in soon.

Thanks for that. You might've found this show on many number of platforms, apple podcasts, Spotify, Google play, Stitcher, or right here on Debutify. Whatever the case, if you enjoy this content and want to help us thrive, please take a few moments to leave a review on apple podcasts or wherever you think is best.

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Joseph Ianni

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