SAVVY The Business Magazine with T'Capri (1st African-American Woman To Create A Tequila Brand)

Issue July 2021

Does Your Mindset Lead From Confidence?

3 Ways To Make Backend Sales

Stop Trying to Edit the Past

FEAR has two meanings Your Choice!

The First African-American Women To Independently Build a Tequila Empire

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Stop Trying to Edit the Past

A little while ago, I was spending the afternoon walking through several boutique shops, enjoying some much-needed alone time. Most of the shops were full of odd knick-knacks and I felt like I was on a treasure hunt. I knew I wanted to find at least one souvenir to remember my day, I just didn't know what. Then I saw it, the perfect keepsake - a fridge magnet. As I was walking through the cutest little shop, I looked over and read something that really hit home for me that day. It was on a fridge magnet that had a picture of a woman sitting at a typewriter, next to the picture were the words, "You can't start the next chapter of your life if you keep re-reading the last one." I knew I had to have that magnet!

I often wonder how much of our lives we waste trying to change the past. For me personally, way too much.

Focusing your time and energy on the past will only cultivate regret in your life, something that none of us will ever need. I am not sure who first pend these lines, but I read once on Instagram, "Make it a rule of life never to regret and never to look back. Regret is an appalling waste of energy; you can't build on it, it's only good for wallowing in." AMEN! I believe that the past is meant to learn from and that is it. Never regret anything that has happened in your life, it cannot be changed, undone, or forgotten. So, take it as a lesson learned and move on. I realize this is much easier said than done, but I promise you that if you find a way to let the past go you will be so much better off. The future is yours to decide, don't waste any more time re-reading the chapter you just finished.

Written by: Elizabeth Baker

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3 Ways To Make Backend Sales Backend sales are some of the most profitable sales you can make. They allow you to create multiple sales to the same customer with only a little more work and effort on your part.

These backend sales can be for your products or other people’s products that you are an affiliate for. There are three main ways to make those sales.

Promote Inside Your Products The first way you can start making backend sales is by mentioning and promoting other products within your products. For example, if you’re writing an eBook on writing Kindle books, you could encourage conversion software that takes your word documents and turns them into kindle ready files. If you’re teaching a course on starting a blog, you may want to promote your favorite hosting company. You could also mention follow-up products toward the end of your system, where you teach them how to set up a list or develop a social media strategy.

Promote On Download Pages and Create One Time Offers Another great place to promote your products and start making backend sales is on your download pages. You can both provide the download information and then follow up with one or a few related offers, or you can set up a special one-time offer (OTO).

Here’s how an OTO usually works. A customer buys product a. After the purchase goes through, instead of the download page, they are redirected to a particular sales page where you thank them for their investment and make an offer. It’s a slightly modified sales page. Make sure the offer is closely related to what they already bought, and build in some sort of scarcity. Usually, this means that they get a discount if they take you up on the offer right now. Toward the end of the sales page, you should also give them the option to decline the offer. Either the person takes the offer and is then redirected to a page to download both products, or they decline and go straight to the download page for the product they already bought. This is a great way to make a backend sale right away and significantly increase the value of each customer.

Send Emails For Related Offers By far, the most effective way to make frequent backend sales is email marketing. Start by promoting each product to your existing customer base each time you launch. Then make it a point to mention older products periodically to your entire list, or even better to everyone that has not yet bought this particular product. Another great strategy is to set up follow-up autoresponders for each product. Keep adding more and more email messages to this a/r and promote both your products and related offers that you are an affiliate for. Over time you will see a tremendous steady and ever-increasing stream of backend sales from the auto-responder emails.

Best of all, you do the work once, and you’re done.

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The First African-American Women To Independently Build a Tequila Empire In 2012, full-time government employee Tiffany Capri Hainesworth survived a car accident that would change the course of her life. She earned her degree and background in criminal justice and intelligence and worked diligently in her field until a car accident made her take a step back and reevaluate what she was doing. Looking for an outlet that would bring joy, something government work wasn't doing. Tiffany turned to the gourmet treats business. She started out making gummy bears infused with wines and spirits, but her venture did not stop there. Eventually, Tiffany decided to try her hand in the liquor business to create gourmet treats infused with a heart of her label.

In 2018, Tiffany began the arduous process of learning everything there was to know about becoming a pioneer in the world of making tequila. She found that those already making tequila are the product of a long line of generations of tequila makers. Tiffany is new to the process and knew she had a lot of work ahead of her to make her dream come to fruition.

She researched where tequila was made, how to produce it, what becoming an owner entailed. Her research eventually led her to Playa Del Carmen, wherein, upon sampling various flights of tequila.

She finally found what she was looking for in Jalisco, Mexico. In Jalisco, Tiffany met with the owner of a distillery with whom she could strike a deal, and production was underway.

Though the journey sounds exciting and fun, simply finding someone to help produce the product is not the last step. Months were spent traveling back and forth between the U.S. and Mexico, signing paperwork to get everything off the ground and running. It was actual labor of love, and it wouldn't be complete without the help of her team. She says, "I have a person in charge of my international affairs, I have a director of operations, someone running the marketing team. I have put together a small team of women, all women, all Black and Hispanic; they've been with me since day one." Her team is integral to the success of creating this label. Tiffany explains the importance of having a team behind you when you're making something new, saying, "I've given them all kinds of heartache and pain, I kept going and going, I stressed them out." But the payoff is worth it, she says. "On the other side of it all, finally being able to hold it, touch, feel it, taste it, all these things we went through, and now we actually have a product."

The enormity of what she and her team could create didn't hit her until the product landed in the states.

Reading articles and earning international recognition from the U.S. Mexico Foundation and BET and other networks finally set her success in stone.

"I don't even think people understand how much it entails. It is not an easy feat. It's so much; it takes so 14 of 24

much hard work to get this done. It's not only about finding the distillery, but also about the labels, the bottles, the box, the applications and putting in the hard work and the back and forth." Tiffany wanted to do it all rather than put her name on a label and call it a day. "I wanted to set myself apart regardless of if I was the first or not; I'm not going to do what everyone else is doing."

Regarding her plans for the future of her tequila, Tiffany is still in the planning stage. She wants to introduce a Reposado in the summer and Añejo in the Fall. But that's all on hold while she makes sure her current drink is set up on a successful path. "I am the importer, the distributor, and I'm doing everything, so once my shipments come in, I'm making deliveries I'm doing everything myself, so I'm not going to put too much on me right now. I have put a lot of things on hold." She does all this while remaining a government employee, a job she does not take lightly.

Much of her success, she gives due credit to those all the opportunities that allowed her to become the first Black woman to take on the makings of tequila. Before BET came to her, Tiffany said many outlets took it upon themselves to tell her story without her resulting in a lot of inaccurate headlines. "When BET got in touch with us, we were able to tell them exactly what was going on with me, and that's why I am grateful for all the journalists that have published my story, I'm grateful for the journalists and people that called me directly to get the real story told." She also can't talk about her success without thanking her jobs to start her journey as a tequila proprietor. The earnings from her government job allowed her to begin her gourmet treat business which then allowed her to take on the tequila making process. One couldn't have happened without the other, and Tiffany is grateful for everything she has.

As for anyone inspired by her story and wanting to take on the journey themselves, "I believe you have to be true to yourself. Keep your head up and do what is meant for you. You must stay focused, keep pushing, and be patient. Do not be afraid of "No" because you will be told "No" a lot. There will be one hundred "No's" before you get a "Yes." And it's important to push through that. Entrepreneurship will be a sea of the word no before success comes, but eventually, you get that one yes that will ignite everything you've worked so hard for. Don't give up on your dreams."

The initial development of her tequila is just the first step of many for Tiffany Capri Hainesworth. Her first release is her Unaged Silver, which can now be found in several stores across Maryland and Washington. She has the subsequent batches of tequila in the aging process, but customers can expect to see a Reposado and Añejo on the shelves sometime in the Fall. Her five-year plan includes expansion into becoming an international brand. "There's nothing else I would have rather done: the good, the bad, the ups and downs, all the trials and tribulations. I have no regrets. And trust me, this was blood, sweat and tears, and I have no regrets because the outcome was beyond what I could have ever imagined. So, I wouldn't have done anything differently."

For anyone interested in learning more about Tiffany and her tequila, check out her website at https:// tcapritequila.com and her Instagram tcapritequila.

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https://tcapritequila.com Instagram tcapritequila.

“Rethink Your Mindset because…

The view your brain builds and automatically adopts…of yourself, profoundly affects the way you think, feel and act-moment to moment, and the results you create.”

– Tony Dovale

Does Your Mindset Support Pushing Outer Limits?

A big part of growing your business is regularly stretching. When the opportunity to challenge your limits and do something outside of your comfort zone comes, do you say things like, “I can’t do live video streaming. I don’t have the personality for it. I’d love to host a webinar on this topic but I’m not techy enough.”

It’s true that you don’t have to participate in every new business trend that pops up. But if you let your doubts keep you from doing anything challenging, you’re going to miss out on the fun of discovering something new.

What if instead of listing all the reasons you can’t do something new, you said things like, “I’ll try video streaming three times. After the third video, I’ll evaluate my interest. I’d love to host a webinar and since I don’t have enough technical expertise, I’ll hire a virtual assistant to support me.”

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Does Your Mindset Lead From Confidence?

When you’re about to take on a new client or start a project, what do you normally think? Are you already planning for worst case scenario with thoughts like, “What’s the use? This potential client is going to instantly recognize how untalented I am and be mad at me for wasting her time.”

If that sounds like your normal thought process, you have a mindset lacking in confidence. What if you could change your thoughts? Flip it around, decide to be positive, “This prospect is going to fall in love with my skill set. She’ll be an amazing addition to my client list and I can’t wait to work on our first project together.”

It’s easy to say ‘be positive’, isn’t it? It’s much more complex to start doing it.

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Does Your Mindset Overcome Obstacles?

An obstacle can either be the worst thing that ever happened to your business or it can be the best thing that ever happened to your business. It depends on your mindset. When you encounter an obstacle, you may think, “Well, this is it. I’ve gone as far as I can go on the success ladder. I’ll never be able to overcome this problem. I guess, it wasn’t meant to be.”

But that kind of thinking comes from a ‘I’m a victim to circumstances’ mindset that obstacles cannot be defeated. The mindset to cultivate instead is ‘I’m an overcomer!’ It allows you to acknowledge obstacles while knowing that they can be beaten. You might think, “This setback may slow me down, but I’ll find a way around it and come back stronger than ever.”

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Does Your Mindset Demand Work You Love?

You may not realize it but your mindset plays a big role in the projects you accept and the clients you work with. When you see projects from your clients, what are your first thoughts? Do you feel disappointed and think, “Great. Another boring project from the client that makes me track him down just to get my invoice paid. Here’s another message from the client that wants to add just one more tweak to the already bloated project.”

It’s true that sometimes, service providers take on projects and clients because they need the green.

But if you dread seeing your clients’ names in your inbox, this is no way to make a living.

Deep down, your heart longs to do work in support of projects you’re excited about. Imagine seeing a new project come in from a client and thinking, “Oh, wow. I can’t wait to get started on this! I love this type of project. It really lets me show off my skills.”

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