Baking For Business Podcast

#Ep 89: How To Create Scroll Stopping Content So You Can Sell More Products with Chef Irena Aristigueta

• Chef Amanda Schonberg • Episode 89

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Struggle with getting clients to take a second look? Then this is for you. Unlock the secrets to creating captivating content that not only stops the scroll but also drives sales! Join us as we welcome back the brilliant Chef Irenia, a culinary maestro and American Cake Decorating Magazine columnist. She’s here to share her expert tips on mastering visual marketing to attract high-end clients. Whether you're a seasoned entrepreneur or new to the game, Chef Irenia’s insights on audience alignment, content planning, and creative repurposing will transform the way you present your products. Learn how to batch-create content for consistency and engage your audience with fresh hooks and captions, all while saving precious time.

In this episode, we will cover:

  • How to create content that attracts high-paying clients
  • How to create content that isn't time consuming
  • The key to creating content even when you don't have orders
  • The top apps and tools used to save time when creating content


Loved Chef Irena? Me too!! Fun fact- She is my accountability partner and is wonderful for kicking me in the ass and keeping me on track of my vision and goals. Everyone needs someone like that, and I would love to share her with you.

Follow Chef Irenea here on Instagram and tag her
FREEBIE GIFT: Need help with branding and props for your content sessions? Click here to get her free guide.
***Ready to dive into her course? ***Grab it here 

Ready to level up your business?
1.) Learn to level up your home bakery by clicking here
2.) Join the top program for bakers going digital by clicking here

Speaker 1:

Hey, sweet friends, my name is Chef Seanburg. I started my baking business with a bottle of DeSorono and one Bundt cake pan. Fast forward to today, from news to magazines, speaking on national stages and more. I can truly say that baking has changed my life. So now, as a bakery business coach, I get to help others have the same success. I've helped hundreds of my students across the world in my global membership program create six-figure businesses, mainly from home.

Speaker 1:

The Baking for Business podcast is an extension of that, from actionable tips to valuable tools and resources that can impact you as a business owner. I truly believe y'all. We would never have been given a gift if we couldn't profit and prosper from it. So come on, darling. What are you waiting for? Hey, sweet friends, and welcome back to the Baking for Business podcast. It is such a delight to have you here.

Speaker 1:

Today. We have a guest in the house and I'm so excited because this is actually her second time here. This is the second person who's had a repeat appearance, and today she's here to talk all about how to create scroll stopping content that helps you to sell more products. Right, because we know that content is paying. The market is saturated. There are a lot of choices that people have out there, and we know that you want to get your customers' attention, and so, if you are not familiar with Chef Irenia, chef Irenia is a classically trained chef. She is also a columnist for American Cake Decorating Magazine. She's worked with tons of brands and is always sharing tips on how you can up-level your visual marketing. So, Irenia, welcome back to the podcast.

Speaker 2:

Hello, hello. Thank you for having me. I'm so excited to be here for the second time.

Speaker 1:

Absolutely. We're so excited to have you, and so I know you have four tips for us, amazing tips, and I'll go ahead and let you get into it. So what is one of the ways that people need to create scroll stopping content? What's one of the things they should pay attention to?

Speaker 2:

So number one will be know your audience. I know a lot of us want to attract luxury clients, but our brand is not portraying that your content. So in order for you to attract those luxury clients, you have to have a certain level of content in your visual marketing, and that will be elevating your content. With backdrops you can use, let's say, a marble backdrop to portray luxury clients and attract those clients. You can use props such as a gold cake stand or anything that you know your luxury clients enjoy. You should be including those in your visual marketing to attract those clients. And if luxury clients are not your clients, then that's okay. You just want to make sure you align your brand with the type of clients that you want to attract.

Speaker 1:

That's so true because I hear so many bakers saying all the time I wish I had high paying clients. I wish I had high paying clients and I'm like well, the way for you to speak to them is they have to take notice in you, and you're right. So things like pictures on a wooden table or an old desk, that doesn't really speak to them Because, like you said, they're used to having like marble countertops, things like that, in their home and they want to see themselves in your products. So I love that tip. So, tip number two what do you have for us?

Speaker 2:

So tip number two is pick a plan and be prepared. So knowing the days that you are going to create that content. I know a lot of times we procrastinate and or we say we don't have time to actually create this content. But if you pick a day and you prepare, you'll have a better plan. So, for example, with me, when I batch content, I do it on a Monday or Tuesday. I'll record everything, I'll bake everything, I'll decorate and then I'll take the other days to actually edit and create my content. And just remember that once you create content, you can also break it up into pieces and you don't just have to post that one piece of content. You created that one day.

Speaker 1:

Yeah, cause so many people always say, well, I don't have any orders this week, so I don't have anything to post, and I'm like, but you don't post in the moment, like you need to post things to attract people so that you can get orders.

Speaker 2:

That is correct. Yeah, the key is preparing and planning ahead, really, because you want to be able to use that content to repurpose. So once you go ahead and plan ahead, you can create the content and break it up and repurpose it and reuse it over and over again, so you don't have to actually sit there and record every single week or feel like the only thing you do is create content.

Speaker 1:

And I think that's so valuable because too often we get in the cycle of always creating that we don't actually curate. So you shared a really good tip about how often is it that we can actually recycle and repurpose content. How often do you do it?

Speaker 2:

I usually do it every couple of weeks but, honestly, your followers are not on social media every single day. But, honestly, your followers are not on social media every single day. So you can repurpose once a week if you really wanted to, because they won't even notice. I usually do it every couple of weeks, but, yeah, pretty much anytime you want to do it you can repurpose it and the hooks that you use or the captions that you use could be different. So, even if you use the same video, you can just say something different along the lines with that video and that will capture your audience attention.

Speaker 1:

I love that man. Yeah, I definitely am guilty of not repurposing things, and so you are right on the nail with that one. And so, in terms of repurposing, though, what are some things that you think people should repurpose the most?

Speaker 2:

So you want to look at your top performing content, or your best sellers as far as like your menus. So if you have a best-selling cake or flavor, you want to make sure that you're always showing those, because that is what's going to attract your customers as well as, like I stated, your top performing content. So you want to look at your insights. You want to see what people are engaging with, what viewers are engaging, and recreate those. You don't want to recreate the ones that are not top performing, because continuously they're not going to perform as well.

Speaker 1:

And that's what I see a lot of people doing, trends. And I'm like, okay, is this performing? Because continuously they're not going to perform as well. And that's what I see a lot of people doing trends. And I'm like, okay, is this attracting your client? Like, are you doing this to laugh? Like do you want people to smile at you or do you want to make money? Because I prefer to be profitable. So I like how you said that we should repurpose our top performing content.

Speaker 2:

Yeah, because what works for us may not work for another company. So you can look at another content creator and say, oh, that really worked for them. But depending on your audience and what you're selling or what your brand represents, it may not align with your brand and it may not perform as well with your brand.

Speaker 1:

That is so true, darling. And so tip number three what tip do you have for us?

Speaker 2:

So for tip number three, it would be create different formats for your content. Each platform has their own preferred format. So, for example, vertical or horizontal, and even, like your website, you can post a vertical reel on Instagram and do very well, but obviously when you post it on your website, you're going to have to go horizontal or it just may be different. So just be mindful of the different platforms where you're going to post them. So when you are creating, you don't sit there and create content, and when you go upload it somewhere else, it's not going to work. So just be mindful of that.

Speaker 1:

I'm guilty of that because I'll be recording a video and I'm like, oh shoot, I forgot to get a photo. But the photo is like what you need for, like thumbnails or, like you say, like your website. We don't want to upload long videos to our website, so that's definitely one I got to remember.

Speaker 2:

So, thank you for that. And tip number four what is your last tip for us? So first, tip number four is stop making boring content.

Speaker 2:

You have three seconds to capture your audience attention and in order for you to have a reel or a video that is going to be engaging is to constantly either change the scene or change the angle or add some type of movement. They don't want to just see you pipe a border for three minutes. You want to be able to see it for two to three seconds and then you move on to another section of the cake and that just keeps them engaged because if they see that is continuous, they're just going to go ahead and scroll on and you want them to stop the scroll and engage and stay on your content longer.

Speaker 1:

And you have, just honestly, so many great tips. I'm always going through your course and jumping in and trying to apply it to my content Because, like we said it earlier, you've worked with these brands and your content is always printed in magazines and things like that. So, for anyone else who's more visual and they're like okay, this is me, you're speaking to me, I'm guilty, I really do need to change my content. What things do you go over in your course? Because you have a new course that came out that I'm really loving. It's really helping me sell my products. So tell us about your course and how can we learn more if we're the person that needs to change our content.

Speaker 2:

Well, I am super excited that you are enjoying the course. The course is called Video Content Made Easy. So what I've done is I've taken all the things that I've learned to create good content that has attracted brand deals and that have landed me to be a columnist with American Cake Decorating Magazine. So I put all of that together and simplify it and give you all the steps that you would need to also succeed. Attract more clients to your business, land brand deals, if that's what you like, but ultimately just increase your visual marketing so you can have your audience stop to scroll and engage in your content.

Speaker 1:

And for someone who's new, do you find it beginner friendly? Would you definitely recommend it.

Speaker 2:

Yes, it is definitely beginner friendly. You don't need expensive equipment. You really just need your cell phone, a tripod and a backdrop and you're ready to go. All the other stuff it's added things that you can add in there. But yeah, it's very user friendly and beginner friendly.

Speaker 1:

I love that, and what are some of your favorite? You said a tripod and a phone and you're good to go. I like that. What are some of your favorite apps, too, that help you to create amazing content?

Speaker 2:

So for apps you can actually, I know Instagram is one that you can actually use. I know a lot of people may not think Instagram, but Instagram is one. Canva, lightroom and CapCut, those are a couple of apps that you can use to edit your videos or photos and help you along your journey.

Speaker 1:

And you mentioned props earlier. I know when you were going over tip one you said, like if you want to want to attract high end people, think about the props and things like that. And so do you have anything to help a person with? Like, how do I choose props or what do I put in my photos?

Speaker 2:

So actually I do. I have a free guide is a step by step guide that goes over props, is called the perfection of props. You can also download that and it goes over everything you really need to know how to set it up, which ones to buy, where to buy it. It talks a little bit about backdrops, so it's it's a very intensive, step-by-step guide that goes over props.

Speaker 1:

Yay. Well, we love a good freebie and, from the bottom of my heart, thank you so much for coming on and for sharing your tips with us. I know it is very much needed because a lot of people struggle with content, even if they don't think they struggle. Those are usually the ones who like no, my pictures are perfect, my logo. I don't need help. But if you're not getting those views, chances are this podcast was for you. So thank you so much for sharing those tips. I really do appreciate them. But before I let you go, you actually get the remix version because, like I stated, you've already been on here. So are you ready for lightning round?

Speaker 2:

I am Awesome sauce, all right.

Speaker 1:

Who is your favorite nineties artist?

Speaker 2:

My favorite nins artist, um, let's see, I enjoyed listening to Backstreet Boys before um and another boy band was NSYNC.

Speaker 1:

I love NSYNC, all right what is your favorite cartoon?

Speaker 2:

my favorite cartoon in the 90s or now, just in general? Well, since we're talking about the 90s, I will go with the Rugrats.

Speaker 1:

Oh yeah, angelica, I love Angelica. All right, are you team pumpkin or are you team sweet potato?

Speaker 2:

I actually like both, because it really depends on your mood, but I like them both just the same.

Speaker 1:

Okay, ain't nothing wrong with being an equal opportunity lover. I appreciate that. And what is? The holidays are coming up at the time of us recording this, so what is one of your favorite holiday traditions?

Speaker 2:

Favorite holiday traditions For us Latinos. We like to celebrate on the 24th of December, so that is very iconic for us Latinos. We like to celebrate on the 24th of December, so that is very iconic for us. We just get together, roast the pig, share some family memories and games. But yeah, that's my favorite family tradition spending the 24th together with family awesome.

Speaker 1:

From the bottom of my little southern heart, I, irenia. Thank you so much for taking your time to come on and to speak with us today. I really do appreciate you.

Speaker 2:

Thank you so much for having me?

Speaker 1:

And for those who don't follow, where can we find you online?

Speaker 2:

You can find me on Instagram at Irenia Aristigueta, which is super long but I'm sure she's going to post it here on the show notes, but you can follow me there on Instagram or Facebook and online. You could find me on my website at learnwithireniacom.

Speaker 1:

Absolutely, and for those listening, we have all of Irenia's details in the show notes, as well as how you can grab that freebie that she mentioned and also how you can get information on her course so that you can up-level your content, you guys.

Speaker 1:

So how awesome was Irenia. You know, one of the things I learned early on in culinary school is that people eat with their eyes. I meet so many bakers and whenever they make something, they're always trying to tell me how it's so much better, because, oh, I made it from scratch. Or even if it's a box mix, or the extracts I used, or this or that, I'm telling you I made it from scratch. Or even if it's a box mix, or the extracts I used, or this or that, or I'm telling you I taste so much better than my competition, and all that is fine and dandy. But here's the thing Online, we don't know that. So, before we even have the opportunity to taste something that you make, the first form of contact that we have is your content. Content is the contact that people interact with you that really leads to a conversion, and so those are some of the things that I want you to keep in mind. You know it may suck, but people place the value on you solely by how you look. In marketing, this is what we refer to as perceived value. So when you put something out there and you say, okay, well, these people may not want to pay for it, or these customers are cheap, or this or that, sometimes it just could be that they don't see the worth in your product because of how you position your product in your content. And I hate to be the bearer of bad news. I always hate when I have to rip the bandaid off of this or that, but there are times where I literally tell people and I know they assume they tried their best but I'm like this could be, it could be a little better. And this is the look that you're giving off. Your friends around you may not tell you that because they love you and they don't want to hurt your feelings, but if you're not getting views, if people aren't clicking, if you feel like you're struggling to get followers, something is going on there.

Speaker 1:

As a business owner, it's your responsibility to kind of tend to that and say, ok, what is it that I'm doing and I need help. And so I hope these tips today help you, especially with the holidays coming up, because people are right. You know, bakers are telling me oh, the market is saturated. Absolutely, the market is saturated. Everybody in their mom and I wants to be a baker. Why? Because we're living in a day and age where people want extra income. They want to do something with their gifts and their talents. So now, if the market is saturated and if everyone does love to bake, what are you going to do to stand out? Because visual marketing is such a huge form of branding and that's really what it is all about how will you stand out in the marketplace instead of blending in? I hope these tips today helped you, and I know that everything Irenia shared and everything that is in her course is what is really designed to help you do is to stand out so that you can stop the scroll.

Speaker 1:

As always, I appreciate you guys tuning in. I love y'all to the moon and back. If there's something I can help you with, let me know. And, as you listen to this episode, tag me. Tag me on Instagram. I love meeting you guys. Tag me at baking for business and I'm going to include Chef Irenia's tag in the show notes so that you can tag her as well If this episode helps you, all right, you guys take care and bye for now.