I remember thinking, “this probably isn’t a good idea…” as I straddled the top rung of a ladder to get my footing on the ice-covered roof. It was 1999, and my pride wouldn’t let me back down and leave my boss on the roof by himself.
The last straw was holding my breath while I examined a burnt-out kitchen for a client, and hoping the little one in my belly would be OK.
As much as I loved being an insurance Adjuster and investigating fires, it wasn’t safe for me while I was growing a family.
That was my early 20s – I was determined to be a stay-at-home mom, making granola, picking daisies and raising perfect children. Those of you with kids will recognize the absurdity in those dreams! Turns out children are messy, cooking mushed peas is boring, and I hate gardening. My young 20-something self was facing a crisis!
The Journey Began
At the time, there were IRC chats and emails and bulletin boards… and the now world-renowned Ree Drummond was starting something called a web log.
My husband was in the computer retail business and suggested I start a web log too.
He was my ChatGPT at the time. He taught me how the internet worked, how we could publish on WordPress, and how our personal computer would stay safe.
The Need for WPBarista & Team
WPBarista.com Logo
The blogging community was comparatively small at the time. I made great friends over Skype including Heather from Desperately Seeking Sanity. She recently started a side hustle called Desperately Seeking WordPress. My heart went out to her as a single lady with two kids.
I helped her install WordPress on Dreamhost for $20 a pop. She had a wide network of blogging friends, and word spread about us.
Eventually, she found a sweet guy and went back to school, and couldn’t continue with Desperately Seeking WordPress, and it kind of landed in my lap. No contract, no agreement. In hindsight, I would not recommend the handshake agreement, but it worked for us!
I was no entrepreneur– in fact, I have a severe intolerance for risk. And I struggle with paralyzing depression that wipes me out for days at a time. If I were to serve the growing demand, I needed to get help.
Around 2012 I found a beautiful young woman in New York who was newly married and looking for online work. She is brilliant with code and is still my right hand after 12 years.
My desktop – the real deal. Broken screen, coffee cup and glasses.
Advice for Business Owners
On Sunday I turn 50 years old. And since I’m officially old, I’ll pass along a few lessons I learned the hard way:
Do not decide what to sell based on your logic. That is kissing frogs and hoping one is a prince. Start with facts – data – and the problems in your sphere that you can solve.
I can’t tell you how many weeks and months I’ve spent creating the perfect digital product for my audience – and sold none.
Don’t waste your time on what you want to do – just meet their needs as simply and quickly as possible.
Do not get sucked into Social Media or SEO.
The Dream of fast growth on social media is alive and well. Unfortunately, the only ones growing quickly on social media are those selling the dream. Or celebrities in their own right. And also the rare artist or entertainer that we all fall in love with.
Know your limits – you are likely not a 1-in-a-million entertainer!
The fastest results come from networking and face to face conversations– it’s far more difficult than sending your genius into the ethos and waiting for sales. But it works.
Owners will rarely do this – if you do, you give your fledgling business a big chance of survival.
Do not sacrifice your integrity or honesty. As a small example, I used to refer to myself as ‘us’ and ‘we’ instead of me and ‘I’. It isn’t necessary to pretend to be bigger than you are.
And clear, reasonable expectations of your services will result in happier clients willing to refer you.
If you want a long-term, sustainable, lucrative business, be transparent.
Stay in Touch
WordPress & Beyond
As I pass this 50th Birthday Milestone, WPB’s clients are facing an extinction-level event with the introduction of AI in mainstream use. As is always the case in the tech world, we must evolve or die. This has happened twice before in WPB’s history, and we’re facing the challenge again today.
At the time of writing, I have no answers – just lots of questions. Today’s content creators will need to consolidate or differentiate themselves.
What will happen to my audience, clients and friends?
Will WPB adapt to new audiences and new demands?
I am convinced that despite the chaos, community is where the future of marketing lies. We must form communities in which our clients find a place to belong, be encouraged and to solve a problem.
Secondly I believe we need to adopt a ‘lean learning’ style. Information is coming at us too fast and we are becoming more and more resistant to ads and news.
So back to the drawing board. I’m asking myself the following questions, perhaps they will help you too:
- What do my clients think they need?
- What do they really need?
- Am I a good source for solving that need?
- Can I find sources to solve it?
- How can I best package the solution to provide entertainment, a human-centered community or lean learning?
These are ideas that are rolling around in my head over the last few days – I have loved reading your stories and seeing your strength and perseverance.
I love ChatGPT for brainstorming and general marketing ideas – but nothing will ever beat the camaraderie of real people.
My Love for the WordPress Community
Demand grew, and my team grew, and our pricing grew. I wanted to expand my own network in Canada where I live.
In 2010, I sponsored the Vancouver WordCamp and met some wonderful people. That one sponsorship – and going out of my comfort zone to meet people – was a pivotal moment that increased my opportunities 10-fold. Highly recommend!
How I Keep Myself Updated
These are my regular sources that I never miss:
Newsletters: AI Secrets, Why We Buy, Psychology of Marketing, Thomas from Science Says, Caitlin at Kit, AppSumo (of course!), KadenceWP, Yoast.com (Local Pack), Buffer
Blogs: Moz, the WP Minute, Ma.tt, HubSpot, Sparktoro, searchengineland, searchenginejournal, WordPress.org, etc.
Podcasts: WP Builds, Think Media, Barry Schwartz, DOAC
Slack Groups: WP Community Collective, Make WordPress, WordCamp Canada, Post Status, Big Orange Heart.
These are for fun: Alex O’Connor, Mr. Beast, Jordan Peterson
I Have a Life Other Than Work
The second pivotal moment was my divorce. At the time – 2014 – the company was rebranded to WPBarista, and most revenue went to my team. I was suddenly a single mom like my friend Heather – who was then happily married again with two bonus children! In order to test if WPBarista was a viable income source for our family, I took out Credit Cards to pay myself and gave myself a window of three months.
I ran surveys, I made calls, I took courses (some were a total waste of money) and I worked an insane amount of hours. My kids and I worked as a team. They took turns with household chores and supported me during this time.
After 9 months, we had doubled revenue. Things settled, and the new chapter began. That was ten years ago.
I Reward Myself by
I rarely have special rewards. I have developed a lifestyle I love. It is simple, I have a humble home that is easy for me to maintain.
I have a tiny yard that is the perfect size, so I don’t have to do too much maintenance.
I have a lovely little dog that keeps me company. And I foster bunches of little tiny kittens every month or so for a local shelter. We get them all friendly and eating well, and healthy, and then we adopt them out.
What could be better after a hard day than the ‘job’ of cuddling 5 rolly polly kittens?
I will not tell you how to get ‘7 figures’, I haven’t. And I don’t want to work the required amount to get there either. I’m happy where I am. And that, to me, is success.
Connect With Me
Feel free to message me on LinkedIn or WPBarista. In celebration of my 50th, I’m giving away ten $50 gift cards just to Founders readers.
Be one of the first 10 to use code CATHYTURNS50 and get $50 off any WPBarista services, no minimum spend!
