#SWAAYthenarrative

Your Opinion Doesn’t Matter

Business

Maybe you’ve spent years honing your marketing skills. Maybe you’ve got a business degree or even a fairly successful company under your belt. Or maybe you’re just starting out and you’ve got a lot of great ideas. Wherever you are in your career, there’s one powerful truth about marketing that no one really talks about, and that’s this: your opinion does not matter.


You read that right. Your educated opinion, your gut feeling, everything you assume to be true — all of it is irrelevant when it comes down to creating consistently successful marketing campaigns that lead to stellar product sales and bottom lines you love.

The only thing that matters in marketing is what actually works — not what you think will work, but what does work. It all comes down to results.

Don’t Go Broke Over Opinions

How many times a year do you think amazing products and innovative ideas go broke and undiscovered based on people’s opinions? We’ll probably never know. Many business owners are afraid to really put themselves out there and push the envelope with their marketing because of opinions like:

  • “It’s too pushy.”
  • “My audience won’t resonate with that kind of marketing.”
  • “It’ll turn them off.”

…and there goes another potential income stream before it ever had the chance to flow.

It’s not just entrepreneurs and executives whose opinions don’t matter; it’s their customers, too. If that sounds shocking, think about it this way: What your customers say and what they actually do can sometimes be entirely different. You can survey people about product X and they all say they’re hot to buy, but when you release it… crickets. Or people can sit around trash talking your “too salesy” sales funnel while you’re raking in the cash.

Talk is just talk. It really is that simple. If you want to place your trust where the real money is, you don’t read tea leaves, muster up and ask for opinions, or study the stars; you leverage real data — whether yours or others’ — and you follow the math. What are people actually doing with their credit cards, and why? Who are customers buying from, and what tools are those individuals or companies using to create sales?

What is really working and what isn’t for businesses like yours will have data behind it. And when you dig into that data, you’ll surprise yourself with how often you assume one way of doing things is better than other and find that the numbers show you otherwise.

Your opinion and your customers’ opinions do not matter. The only way people really vote is with their credit cards; surveys and opinions do not tell the whole story. Everyone has an opinion or an idea, but we know we have hit the right mark when a customer takes a credit card out and pays for our product or service.

The end result is the only way we know our idea, our product, our message, and our marketing actually connected with the prospect. This is when a true win-win relationship is created between a company and a client.

So keep an open mind, make choices based on math not opinions, and watch the positive momentum build in your business. There’s no moment like the present to stop getting in the way of your own success!

3 Min Read
Career

Black LGBTQ Woman Powerhouse Launches Vegan Cosmetics Line

I am a proud Black business owner carrying a line of lip colors for the woman who wants to shine. At Vatarie Cosmetics you can find cruelty-free and vegan lip care products, including clear lip gloss and liquid matte lipsticks. The line is still under development, so there are more products in the making that you'll hear more about soon!

My products are high-quality and it is my dream to take my brand into high-end storefronts across the nation and even across the globe.

About Leticia

I have worked my way into my entrepreneurial career as I did not come from money. The goal of my cosmetic line is to bring excitement to everyone who tries the line. My products are high-quality and it is my dream to take my brand into high-end storefronts across the nation and even across the globe. I believe that with added makeup and a good set of threads, anybody can confidently face the world. I am a proud and firm supporter of the Black Lives Matter (BLM) movement and a proud member and supporter of the LGBTQIA community.

There have been plenty of hardships that I have had to face throughout my entire life, the most recent being the recent death of my father who passed far too soon. I have never allowed these hardships to deter me, and won't start now. I will continue to progress and work hard to build my business, knowing that this is what my father would have wanted.

About the Vatarie Line: What It's All About

Upon launching the line, I had the mission of inspiring every human to find their inner beauty and to have fun along the way. With this in mind, my products are designed for people of all genders, races, religions, and creeds. The Vatarie line will have more to offer customers very soon as I am continually working on developing products and expanding the line. In addition to the lip colors currently offered, the line will soon include highlighters, eyeshadows, and new lip gloss additions.

I believe that no one needs makeup to validate themselves, and we are all beautiful on our own. I do believe, though, that makeup can make life a lot more fun. Now more than ever we are living in a world where there is so much sadness and darkness. Sometimes all we need to change our moods and get away from that darkness is something to help us feel better and more vibrant — this is where a pop of makeup and a well put together outfit can really make an impact.

Now more than ever we are living in a world where there is so much sadness and darkness.

I encourage everybody to embrace their inner beauty and inner style, and express themselves no matter what. My line of products is inspired by high fashion and designed to make a bold statement. The running theme across my products is empowerment at every stage and level. I create products that make my customers feel happy, and I ensure I am happy myself with my products before I release every single one. There is no place for cutting corners as I believe in producing the highest quality product.

I bring my sense of humor and quirky personality into my products and you can see this in the names of each item. Take the lip color "Blood Money," which signifies all the money, tears, sweat, and yes, blood that was put into the brand. Let me tell you, it was hard work, and it still is hard work, but at the end of the day, it fulfills me to know the type of quality I am providing. It gives me great pride to create a line of legendary products that will positively affect someone and bring them to a place of self-love and acceptance.

About the Past that Gives My Business Meaning

I have struggled over the years with mental abuse that has left me feeling as if "I wasn't enough." Added to that, being a Black woman in an industry that is predominantly dominated by other races, I had to work harder to get to where I am today.

Coming from a broken home, my family struggled with addiction, making my entire childhood a miserable nightmare. My mother abandoned us as she was being physically abused, and it was up to us the kids to do everything necessary to take care of the home and each other. We eventually ended up living with my grandmother in Miami, Florida. At a very young age, I had to endure physical and mental abuse and was locked up. At the age of 22, I lost my younger sister to gun violence and found myself raising her one-year-old son as my own.

Being a Black woman in an industry that is predominantly dominated by other races, I had to work harder to get to where I am today.

While my past was a rough one, it is what has made me the strong, independent, and vibrant woman I am today. That woman strives to be her best every day and works tirelessly to provide a line of only the best cosmetics products. I couldn't see this while I was living through those bad situations and struggling to grow up, but I can look back and see how I was made more resilient because of my hardships.

As I grieve over my father's recent passing, I become stronger. It is this added personal strength that will push me forward in everything I do and will be reflected in my work ethic and in the development of new products for my Vatarie line of cosmetics.