I just came back from a big conference in Miami and had the opportunity to talk with several retail start-up businesses. One in particular had such an interesting story. The owner…an incredibly sharp, super talented woman who has made millions in the pharmaceutical industry invested over $500,000 starting a company geared towards pre-teen girls.

She had a product developed…had spent tens of thousands of dollars on influencers to help promote the product…more thousands of dollars on consultants and marketing firms to help launch the product as well.

When I asked if she had a great TikTok presence, she showed me her page with one post on it. And the caption on the post was obviously written by a 40 year old woman.

What’s the problem here?

Two big things:

• The person who would want her product is a pre-teen girl. The caption and video needed to be geared towards that…not marketing to the mother.

You MUST know who you’re talking to in order to get the response you’re looking for.

• No consistency on TikTok. I don’t care what platform you choose as your primary platform, you MUST be consistent. You cannot assume that one post will do the trick. It won’t. If you want to grow your audience, the long-game means you must plan your content and be consistent with posting and sending it out.

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