#024. This is Part 2 with tips 6-10. To get tips 1-5, check out episode #010. 

We share tips six through ten for building a real candle business, not just making candles. We break down niche selection, email-first marketing, market feedback, legal musts, and why social followers don’t equal sales, then wrap with a bonus mindset shift.

• choosing a niche that creates superfans
• defining target customers and price anchors
• writing copy and designing packaging for one person
• collecting quality emails from day one
• using email for reliable revenue spikes
• running markets to read reactions and adjust
• keeping what works and pruning weak scents
• setting up EIN, business banking and insurance
• treating social as trust, not sales
• avoiding follow trains and bad audience data
• thinking like a business, not just an artist

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#023 We map out every sales channel that keeps our candle business profitable, from storefronts and Shopify to Amazon, wholesale, markets, parties, fundraisers, subscriptions, private label, email, and press. Along the way we share pricing rules, calendar timing, and systems that turn interest into daily sales.

• separating home and work to avoid burnout
• setting up Shopify with strong photos and pop-ups
• offering meaningful welcome discounts tied to margins
• building email flows for welcome, cart, post-purchase, re-engagement
• deciding between FBA and FBM on Amazon
• timing wholesale outreach with the buyer calendar
• using markets for scent testing and price confidence
• running mobile pouring parties with host-paid minimums
• designing fundraisers with partners who have an audience
• launching a simple monthly subscription for recurring revenue
• landing private label, weddings, and corporate gifts
• pitching local media to compound visibility

Download the free list of sales channels at candlebusinesspro.com/daily. You can also grab free resources at candlebusinesspro.com and use the Shopify link in the show notes for the best current deal.

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#022 We shift from making more to selling better and lay out a practical plan to build a timeless candle brand around a classic line. Trends fade, but focus, systems, and the right sales channels turn a small catalog into real growth.

• why a classic year‑round line beats seasonal hype
• letting customers decide your signature scent
• the real costs of adding more products
• supplier turnover risks on oils and vessels
• focus, repetition and recognition in marketing
• reusing content assets every 60–90 days
• three growth levers: customers, AOV, frequency
• sales channels: markets, wholesale, parties, fundraisers, subscriptions
• email automations that convert and re‑engage
• time blocking and simple systems that scale

Thank you so much for tuning in today. If you have found this episode helpful, I would love a like and/or subscribe to this podcast or if you're watching on YouTube. You can always get our free downloads at our website at candlebusinesspro.com. And we would love to see you inside of the inner circle if you want to become a member today.

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#021 We answer real candle business questions from startup costs and profitability timelines to wicks, seasonal strategy, scaling beyond the kitchen, and cutting COGS, using hard numbers and simple steps. We share exactly what worked for us as we grew from $1.5k invested to $1.5M in sales.

• startup budget realities and lean inventory planning
• niching down, target customer clarity, and faster testing
• when to move from home to warehouse or retail
• retail vs wholesale vs private label trade-offs
• wick selection using supplier recommendations
• seasonal collections vs evergreen fragrance strategy
• lowering COGS with smart shipping and standard vessels
• sales channels that convert: email, wholesale, fundraisers
• why defining your why sustains momentum

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#020 and Part 9 of Build A Candle Business series. 

**This special series is brought to you by ToAuto Wax Melters. Our listeners will get a special deal at checkout when they use this link. **

A one-page press release can change your entire demand curve—if it’s written for real people on deadline. We walk through the exact PR playbook that took our candle brand from a spare-room studio to local TV, national write-ups, and wholesale calls, all without a PR firm or ad spend. The method is simple and repeatable: craft a clear hook, tie it to a timely moment, and give journalists everything they need to publish fast.

We start by breaking down the anatomy of a press release that actually gets opened: a direct, newsworthy headline; a first paragraph that answers who, what, and why it matters; two short founder quotes; and high‑resolution photos in both horizontal and vertical formats. Then we map the outreach strategy. Locally, we target newspaper lifestyle desks, radio producers, and morning TV segments with BCC’d emails labeled “FOR IMMEDIATE RELEASE,” plus an event-driven angle—think festivals, city traditions, or seasonal spikes. That’s how we landed a same‑day TV feature and a sell‑out weekend, followed by inbound wholesale requests.

From there, we show how to go national by shifting the narrative to cause marketing, identity, and utility. Instead of cold emailing generic inboxes, we find last year’s gift guides and awareness-month roundups, note the bylines, and pitch those writers directly with swap‑ready copy, pricing, and images. We talk about Pride Month features, pet-rescue partnerships, and how a good story travels across outlets like Oprah Daily, Parade, and MSN. Along the way, we share practical guardrails: set Google Alerts to catch pickups, avoid low‑value newswire blasts, and build a cadence of fresh angles every few months so your brand stays press‑worthy.

If you’re ready to replace guesswork with a lean PR system that builds awareness, trust, and sales, this episode is your blueprint. Subscribe, share with a fellow maker, and leave a quick review to tell us what headline you’ll pitch next.

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#019 and Part 9 of Build A Candle Business series. 

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Wholesale strategies can transform a small candle business into a thriving enterprise, creating opportunities for expanded reach and increased sales without relying solely on direct-to-consumer channels.

• Understanding the crucial difference between wholesale (selling at 50% of retail price with upfront payment) and consignment (splitting sales proceeds, typically 60-40)
• Pricing candles correctly for wholesale requires working backward from retail price, ensuring adequate profit margins when selling at half price
• Researching potential retail partners thoroughly before outreach, including their price points, aesthetic, and customer base
• Crafting effective wholesale outreach emails that focus on how your candles will benefit the retailer's business, not just product features
• Following up consistently, as over 70% of wholesale accounts come from follow-up communications
• Being strategic with samples, reserving them for high-priority potential accounts
• Creating a digital wholesale catalog that's easily accessible via link rather than attachment
• Maintaining regular communication with wholesale accounts to encourage reorders

Download our free wholesale guide at candlebusinesspro.com/wholesale101 for more detailed information on building successful wholesale relationships.

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#018 and Part 8 of Build A Candle Business series. 

**This special series is brought to you by ToAuto Wax Melters. Our listeners will get a special deal at checkout when they use this link. **

This week's episode recaps the 8-week journey of building a candle business from scratch, covering everything from setting foundations to overcoming roadblocks with the new brand "wthout."

• Setting your foundation with your "why" and identifying your first three products
• Choosing a memorable brand name and ensuring domain availability
• Finding your niche and target audience to create super fans
• Creating marketing foundations through email collection and social media
• Building a high-converting website with proper product descriptions
• Leveraging local marketing through collaborations and fundraisers
• Reaching new audiences through press releases and media outreach
• Facing production challenges with custom packaging and international suppliers

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#017 and Part 7 of Build A Candle Business series. 

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This week I shares eight effective marketing strategies for candle entrepreneurs to implement before officially launching their businesses, drawing from his experience growing Garsnett Beacon Candle Company and now launching a completely new brand.

• Start locally by telling everyone about your business and collecting in-person feedback at markets and vendor events
• Begin email collection immediately, even with just a password-protected "coming soon" page
• Choose 1-2 social media platforms where your target audience already spends time
• Use content pillars: educational, inspirational, connection, and promotional posts for balanced content
• Partner with local creatives and complementary businesses for collaborative marketing
• Join and contribute to local Facebook groups and community initiatives
• Create blog content that tells your brand story and appeals to your target audience
• Send strategic press releases to local media outlets who love featuring small businesses
• Strategic gifting to community leaders who can amplify your message
• Use fundraisers and collaborations to build local awareness
• Recycle social media content every 6-8 weeks since only about 10% of followers see each post

Grab our free content calendar at candlebusinesspro.com/socialmedia to plan your monthly marketing content using our proven four-pillar approach.

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#016 and Part 6 of Build A Candle Business series. 

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Wondering why visitors browse your candle website but don't buy? The difference between attracting traffic and converting sales often comes down to specific website elements that build trust and create seamless shopping experiences.

Sabastian Garsnett, who scaled his candle company to $1.4 million in just three years, breaks down the 10 essential components every candle website needs to convert browsers into buyers. These aren't just theoretical concepts—they're battle-tested strategies from someone who's mastered the art of online candle sales.

Your website needs to communicate what you sell within three seconds of someone landing on your homepage. This means clear, compelling imagery above the fold and product photography that helps customers imagine your candles in their space. Since shoppers can't smell through screens, your product pages must work overtime—painting vivid scent stories while providing all the technical details buyers need to make confident decisions.

The modern candle shopper expects convenience at every turn. With 85% of customers shopping on mobile devices, a mobile-first design approach is non-negotiable. Your navigation should be intuitive, your payment options diverse, and your shipping policies competitive with major retailers. Sebastian reveals exactly how he structures shipping to compete with Amazon while maintaining profitability.

Trust signals make all the difference when asking strangers to enter their credit card information. From properly implemented legal pages to custom domains, branded emails, and an authentic about page—each element reassures potential customers they're making a safe purchase from real people who stand behind their products.

The episode includes valuable bonus tips like setting up abandoned cart emails (which recover significant lost revenue), integrating Instagram feeds to showcase real customers, and implementing live chat to answer questions in real time. Sebastian even shares the benchmark conversion rate for candle websites so you can measure your performance.

Ready to transform your candle website into a sales-generating machine? Download the free checklist mentioned in this episod

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#015 and Part 5 of Build A Candle Business series. 

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Sabastian shares strategies for rapidly testing candles, selecting strategic sales channels for an elevated brand, and determining profitable pricing for the new gender-neutral "Without" candle line.

• Testing three wick sizes simultaneously to speed up product development
• Documenting every test burn with photos and detailed notes
• Starting with supplier-recommended wick lines rather than experimenting widely
• Being selective with sales channels for an elevated brand experience
• Controlling the narrative by focusing on direct-to-consumer through Shopify
• Targeting specific retailers for wholesale rather than using marketplace platforms
• Calculating true cost of goods including vessels, packaging, and labeling
• Aiming for 5X markup to allow room for marketing and growth
• Pricing based on target customer value perception, not competitor prices
• Considering wholesale requirements when establishing retail pricing
• Expanding into gender-neutral perfumes with scents matching the candle line

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