DeepSummary
In this episode, Tim Reid interviews Olivia Carr, the founder of Shhh Silk, an online business that sells silk products like eye masks and pillowcases. Olivia shares her unconventional and out-of-the-box marketing strategies, including driving to the Kardashians' house unannounced and leaving them products, and plans to fly a plane with a promotional banner over the Melbourne Cup.
Olivia discusses her troubled upbringing, struggles with postnatal depression and anxiety, and how she almost lost her business three times. She emphasizes the importance of vulnerability and being authentic, even sharing her bank account details during the COVID-19 pandemic when her business was in debt.
Olivia also talks about her new book 'Self Made,' her decision to transition to a made-to-order business model, and her aspirations to become the 'Brené Brown of Australia' by making a significant impact on others through her journey and experiences.
Key Episodes Takeaways
- Embrace unconventional and out-of-the-box marketing strategies to stand out and make an impact.
- Be vulnerable, authentic, and transparent about your struggles and challenges as a business owner.
- Don't overthink or let logic deter you from pursuing ambitious and unconventional ideas.
- Capitalize on unexpected opportunities and believe in serendipity.
- Embrace discomfort and challenges as opportunities for growth and achieving amazing things.
- Aspire to make a significant impact on others through your personal journey and experiences.
- Consider transitioning to a made-to-order business model for sustainability and flexibility.
- Build a personal brand and speaking career alongside your business to share your story and inspire others.
Top Episodes Quotes
- “I think the problem with a lot of founders or a lot of people right now is that we all want to avoid feeling uncomfortable. I will tell you that in every moment that I have sat in that and publicly shared on my instagram, when I am feeling completely broken and I cry and I try and share with everyone what it feels like to truly sit in it for months, months on end. I can't see the light at the time, but I have faith that the longer I sit in it, something amazing is going to come.“ by Olivia Carr
- “I was like, well, no. So to your question, I literally jump on the Qantas website, I book a ticket to LA. In my mind, I don't think too far ahead because I don't want to come across any restricted thinking. So I never let my brain go to, well, what if it can't? Like, if you go too many steps ahead. With big ideas like this, you'll chicken out, you will talk, because logic will sink in, and you'll start to be like, that will never work.“ by Olivia Carr
- “I'm a big believer in the universe, and sometimes good things happen. A UPS truck turns up at that exact moment with a delivery for the exact house.“ by Olivia Carr
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Episode Information
The Small Business Big Marketing Podcast with Tim Reid
Tim Reid
10/30/23
Who doesn't love unconventional marketing ideas? Olivia Carr of Shhh Silk does. When it comes to marketing her business, Olivia Carr is all about out-of-the-box-thinking. How out of the box? Like … she flew to LA from Australia, hired a car and drove to the Kardashians house and left them some product! It’s an all-systems-go episode 656 of The (14 year-old, award-winning) Small Business Big Marketing podcast.
A little more about Shhh Silk's founder Olivia Carr ...
Righto, at this point I normally rabbit on about supporting the work I do for small business by joining my Membership over at Patreon.com/MarketingPodcast. But I have something so much more important to share with you, especially if you’re looking for new and effective ways to put your business on the map OR simply if you want to add more fun to your marketing.
Olivia Carr is the founder of Shhh Silk. An online / offline business that sells silky things that help you sleep - eye masks, pillow cases, etc. It’s turning over around $2M a year and has seven staff. But that’s not important right now.
What is important is the way she goes about building the business, through fun, Guerilla-type marketing ideas. And she has plenty.
From driving right up to the front door of the Kardashian’s house unannounced, to flying a plane towing a promotional banner over the Melbourne Cup, Olivia is a huge believer of out-of-the-box thinking.
Her mantra is to do what other business owners aren’t willing or haven't even thought about doing. That’s where the clear air is.
Now, a couple of things to note … Olivia has written a book called Self Made which you’ll hear referenced a few times, plus she’s endured a troubled upbringing, postnatal depression, and she’s a fellow sufferer of anxiety … all of which we touch on in the early stages of this very personal chat.
If you are doing it tough, or you are triggered by any of this discussion, then please talk to a friend, or call your local support service which in Australia is Lifeline on 13 11 14.
Let’s go meet Olivia Carr.
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As always, thanks for your support. May your marketing be the best marketing.
Timbo Reid
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