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Small Business Bestie
Entrepreneurship is hard, and sometimes we could use a friend to walk a mile in our shoes. Small Business Bestie is here to provide that friendship, support, and inspiration that small business owners need from time to time.
Small Business Bestie
52: Petals and Pixels- How Media Executive, Diana Keating Moonlights as a Florist
Diana Keating shares her journey as both co-owner of Close to Perfection flower shop and a media executive at WKYT, demonstrating how to successfully balance creative side businesses with full-time careers. Through her partnership with childhood acquaintance Erin Graf, Diana reveals how complementary skills and clear communication create business harmony.
• Originally from Illinois, Diana reconnected with high school acquaintance Aaron Graff in Lexington, leading to their floral business partnership
• Close to Perfection remains intentionally a side business, focusing on creating beautiful arrangements while maintaining work-life balance
• Diana handles accounting while Erin leads flower selection, creating a "yin and yang" partnership dynamic
• At WKYT, Diana helps businesses with comprehensive marketing strategies beyond traditional TV advertising
• As one of the largest digital agencies in the country, WKYT offers SEO, paid search, targeted display ads, and streaming TV advertising
• Diana builds client trust through providing data, industry insights and maintaining genuine interest in their businesses over the typical 90-day buying cycle
• Ladies Leads Lex, where Diana serves as vice president, welcomes female entrepreneurs to their visitor day on the 15th at Sullivan University
• The women's networking group particularly needs members in trades, landscaping, med spa, and medical professional categories
Follow Diana and all of her ventures here:
Media Executive at WKYT
Diana.keating@wkyt.com
Close 2 Perfection - Your local florist
close2perfectionlex.com
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IG: https://www.instagram.com/close2perfectionky/
Follow Diana
LinkedIn https://www.linkedin.com/in/diana-keating/
FB: https://www.facebook.com/diana.nowakowska
Ladies Leads Lex
FB: https://www.facebook.com/profile.php?id=100067416445699
https://www.ladiesleadslex.com/
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Hey besties, welcome back to another episode of Small Business Besties. I'm your host, michelle Smock, and this week I get to talk with one of my longtime small business besties from the Lexington area, miss Diana Keating. Diana is the co-owner of Close to Perfection, which is a boutique flower shop, and she's also a media executive at WKYT. So, diana, take just a minute, tell everybody kind of your story how you got here, yeah.
Speaker 2:So I'm actually originally from Illinois. I moved here to Lexington about 13 years ago and Close to Perfection actually I'm a co-owner of it with another girlfriend of mine, small World. We went to high school together and reconnected here in Lexington which is crazy and she had started a side floral business and needed some help. And here I am helping her out, and now we've created this wonderful little business called Close to Perfection, your local florist.
Speaker 1:I love that so much. I always forget that you guys knew each other from like back home, and that just amazes me. So your co-owner is.
Speaker 2:Aaron Graff. Yes, so Aaron and I have known each other for over 20 years, but we were acquaintances growing up in high school and moved away for college, moved away for our careers and all of a sudden ended up in Lexington. Two girls from Naperville, illinois ending up here in Lexington and then she ends up building a house the next street over from me. I'm like how is this happening? And then it's just, you know, we reconnected and became really good friends and she started getting a lot of flower orders that she couldn't handle on her own, a lot of weddings. I'm like girl, I don't know the first thing about flowers. And here we are. I've learned over the years. We've been doing it for several years and you know she's an amazing mentor teaching me how to navigate through all of this. So it's been a fun experience and we get to craft beautiful arrangements and bring a vision to life for any type of event.
Speaker 1:Love that so much. I know I've got to see some of your creations. I'm wondering is there one of you who, like, has more of the creative side and another that has more of, like, the numbers and business side of things, or is it just kind of a hodgepodge of everything? It depends.
Speaker 2:I do all the accounting, I do all of that and she does more of the picking out the flower range or the flowers that we're going to use in the arrangements. She's more knowledgeable when it comes to that. But when we are putting together the arrangements for, say, a wedding, you know I've got my strengths, she's got her strengths and we just know who what to do. We just get at it and get going and if she, if I see something that's misplaced on an arrangement, I'll quickly fix it. Or if I see something on hers, like you know, we just, vice versa, worked very well together and it's like like yin and yang kind of yeah.
Speaker 1:I'd say that's almost. I'll go on a limb and say that's even true, like hanging out with you guys when I've seen you Like in social settings. You're very different but seem to like really jive well together. Yeah. Like you complement each other really well.
Speaker 2:Yeah, and that's how we are as business partners. We are in it together. We understand that our purpose and our goal is to make the customer, the bride, happy. It's their special day and we need to make sure that, whatever we are doing it, you know, whatever we put together has to be beautiful and it has to, you know, be part of their vision and it's their special day. So we just it just works well. I don't even know how to explain it. We just work so well together. And now, not only do we do this, but we work together at WKYT, and her office is right next door to mine.
Speaker 1:I cannot believe the synchronicity and all of that.
Speaker 1:So I know I, I know you and Erin, both through Ladies Leads Lex, which, for those who are listening and don't know, it's a women-specific networking group that's seat-specific here in Lexington, and so I interacted with you guys for I guess about a year and a half, two years within that group, and one of the things that I noticed about both of you is you have such excellent communication styles.
Speaker 1:Oh, thank you. Both of you have like this very no nonsense, but also very like nurturing and compassionate way of speaking to other people. And so when you were talking about the way that you are with your clients, I'm like, oh my gosh, that's such a beautiful combination of like being able to help bring their vision to life, but also on a day like your wedding day, when everything is so crazy and you know it can be so easy to be overwhelmed to have, you know, the people handling your florals are, like these, very good communicators that stay level headed and calm. Well, I'm now your biggest fan for the floral business. I didn't even think of how well that would work.
Speaker 1:So with, uh, with close to perfection. Is that something that you see like just continuing to kind of be like a side hustle, something you guys do for creativity and fun, or is that something that you're hoping to grow into a more substantial part of your lives?
Speaker 2:We want to keep it a hobby because we both have full time jobs and we do this as it's fun for us. You know, even though it's a job, we make it fun and we want to keep it fun. Even though it's a job, we make it fun and we want to keep it fun. That's the intention of us. Going into business together is not to take over our careers right now, it's just as an added value. You could say, yeah, it's time for us to spend together and share ideas and bounce ideas off of each other and do something outside of our work, and we're both creative in it. So it allows us to bring that artistic side that we both have and put it into play in arrangements and it's not only just weddings, but doing arrangements for birthdays, for anniversaries, for any type of occasion. Putting just a little bit of time to be crafty yeah, that's what it is. It's about being crafty.
Speaker 1:So I had a follow up question about close to perfection and I've completely gone blank.
Speaker 1:Oh, I was gonna ask you. I don't know if this is something that you and Aaron experience, but for me I've tried several times to have crafty hobbies that I really enjoy. But because I am like so entrepreneurial minded, oftentimes I'm like, oh, I could then do this and this and I'll sell it here and I'll do this, and before I know it, you know what started out as like a fun hobby had kind of escalated. Do you guys have to check each other occasionally, of like, are we, you know, like expanding a little further than we intended to, or is it something that's pretty easy for you guys to maintain?
Speaker 2:So it's funny you say that what had happened with our business originally? We were doing flowers and we would be delivering these flowers the day of the wedding and all of a sudden, these brides are like I need you to help us out. Is there any way you can stay longer and help us out? And so our business actually evolved from there and we became wedding coordinators and wedding planners and I finally was like whoa, we cannot do all of this. You know, I have a family. I need to spend time with my family. That's taken me away from my family for an entire day, if not longer. So we were doing it for a little bit and we've actually peeled back and we're just local florists now. We are not anything else but your local florist.
Speaker 1:So it is a battle, is what you're saying to? Kind of keep that in check.
Speaker 2:Yes, yeah, I finally was like Erin pump the brakes here. We got to stop.
Speaker 1:Yeah, that's awesome. Well, I'm glad that you recognized it before you got to that place. A lot of us talk about that place of overwhelm and burnout and all of those things. You recognized it and said oh, let's pump the brakes, let's peel it back a little. Oh yeah, so you mentioned that you guys work together at WKYT. Tell me a little bit about what a media executive does.
Speaker 2:Sure, so I help businesses, whether they are local or national, with their marketing strategies through digital and television. So it's creating a vision and a marketing message to get in front of the potential clients that the business can have and driving them to their business and to their websites.
Speaker 1:So I know that whenever I first started in marketing my own business, my own small business, anytime that I was approached by someone from a radio station or a TV network or anything like that, it was like immediately I just kind of glazed over because I thought it's way out of my price range. You know before I even spoke to them.
Speaker 1:I was like there's no way I'm going to be able to afford this and I'm not at a place where I need to be on TV right now. So do you come up against that a lot when you're explaining what you guys can do for small business? I do.
Speaker 2:You know everyone. The first thing that people say when I call and they hear WKYT is like oh my gosh, it's a TV station, I don't have time for this, I don't have money for it. But there's so much more to what we're able to do, because we most people don't realize we're a full digital agency and we actually are one of the largest digital agencies in the country. So Gray Media owns our station. We are a CBS affiliation but because we're owned by such a big company, we have connections, we have relationships with all these data companies, with Google, with Meta, and we can essentially market digitally anywhere in the world. You give us the criteria of what you're looking for and we can market that. We can create messages, we can create content, we have full creative services team that can do commercials and we can do everything from start to finish. So if the business does not know how to do it, that's our job. We come in as consultants and help them give them recommendations. That's our job. We come in as consultants and help them give them recommendations.
Speaker 2:With my background as being a marketing director previously, I've been on the other side and I understand it. I've used what WKYT has to offer and so I give a unique perspective on it for a lot of businesses, because I know for a fact that it does work the power of WKYT when people say that yes, it's a tagline of some sort, but it really does work. It's been super successful for so many people. We have small businesses, we have large businesses, we work with any type of budget. It all depends on how quickly do you want to get to your goals and are you willing to invest in that?
Speaker 1:Right. So when you say, okay, I'm going to break this down, because you know like when you and I first got on the call, before we started recording, I was having tech issues and I was like I am not a tech person. This is all way over my head, so I want to just break it down. I know that I've had the good fortune to be able to talk with lots of different types of marketing representatives.
Speaker 1:you know from social media managers to SEO specialists. So I think I even have a more, a deeper understanding than maybe some business owners when they're first getting into business. So when you say you have like you can help with all of the digital marketing, is that including the SEO and social media management and all of those different aspects? Exactly what do you mean when you say that?
Speaker 2:So we do SEO. We do paid search, which is search engine management. Then we do social media. When we do that, it is your sponsored ads. We actually don't do your daily ads. So the localized stuff, we don't do that. We always say that needs to stay with an in-house or with somebody who can handle it on a daily basis. So think a little bit bigger picture on that part. We do targeted display ads. So perfect example is you're on Amazon and you see something and then all of a sudden you start seeing that follow you around on the internet, so they're targeting you. Those are display ads that are targeting you based off of your search criteria. We are able to do that as well.
Speaker 2:Okay, there are things on our website that we can do. Where we've got an app, you can advertise on our app. You can advertise on our website. You can do pre-roll with YouTube. It just depends on what you're willing to spend. You can get your name out there in all these different ways.
Speaker 2:You have to be strategic on it, because not every platform works for the client. So you have to think about what are their goals? Where do they want to get to, say, in three months, six months, nine months? How can I get them there? What is their message? Who is their clientele? So there's, you have to be creative with it as well.
Speaker 2:One of the coolest things that I think we just GD or Gray Media just launched is called it's their streaming TV.
Speaker 2:There are so many different ways OTT, connective TV, whatever you want to call it these days but Gray is very big into learning how things work and being ahead of the game, and they have learned how streaming television works, how buying process works, with buying from different publishers, your TV, streaming TV platforms like Hulu, disney+, things like that.
Speaker 2:They learn how to do that, and then they create it themselves and do it even better, and so we just launched this new platform with streaming television where we can, anywhere that there is ad space and your customers are there, we can insert your commercial there. So any type of long form, so anything that's 30 minutes or longer, we can insert your commercial there. So any type of long form, so anything that's 30 minutes or longer, we can. As long as the if it's available for us to purchase, we can buy the inventory and put your ad there, and we can really target a lot more than what we were able to before. And here's the best part you can retarget those people with display ads so they see a commercial, and then all of a sudden you get them on your mobile phone.
Speaker 1:Wow.
Speaker 2:So yeah, it's awesome.
Speaker 1:I'm so excited about it. That sounds awesome, I mean. So here's. I don't know what this says about my personality, but every time I talk to someone who's in marketing whether it's like, you know, our good friend Beth you know she's talked to me about the types of marketing that she offers but every time I hear it, I get this idea where I'm like what kind of business do I have to own to be able to do marketing like that, you know? So I immediately start thinking, like how would that work? Like in what situation would that work? So give me some examples of, like, some of the types of industries locally, the small businesses that you're able to help, the ones that you feel like you can really bring the most value to.
Speaker 2:I actually have a guy who builds custom furniture out of Nicholasville and he's actually using some of the he's doing actually broadcasts with some digital tactics. So you're hitting your consumers on a large scale with your messaging and then hitting them, targeting them with different um targeting messages to drive them to his website. So it's just him and his ex-wife that build furniture and he wants to drive more traffic and more aware. You know he wants awareness for his brand and he's working with us and we're hoping that. I mean he just started a month ago but just to show you, you know a single person really that is using our services to for us to help him grow. There are we do have dealerships that obviously work with us. We've got large stores that work with us restaurants, hvac companies, plumbing companies I mean any type of business that is looking to grow their brand locally and nationally. We can help them out with our messaging.
Speaker 1:That's incredible. What's your favorite part about working for WKYT? Meeting all the people.
Speaker 2:I love it. I love meeting the people, hearing their stories, hearing what they do. How do they get to where they're at? It's so interesting to see where they started and where they're at now. And for the business owners who have just started new businesses, why do they start new businesses? Creating those conversations, those relationships, I really enjoy that.
Speaker 2:I didn't have that opportunity before. I feel like I was stuck a lot of times in front of a screen, having to look at the analytics and see how things are performing, and didn't get a chance to really get out, and I love the relationships I've created so far. There is one in particular. It's going to blow you away. But this is an Amish furniture store and they don't do technology at all Not one bit. When I email them, it goes to a fax machine and it prints out. That's how they get my emails. So everything's by phone call or in person and I've gotten them to do some digital tactics for them. They have a website, they have a guy who does our website, but it's driving traffic to them and it's just like it's amazing that people are trusting what I'm saying and I believe in all of this too.
Speaker 2:But the relationship like that where somebody who's so disconnected from these times when everything's digital, and for him not to understand that and allowing me to teach him through this journey is just incredible. I love it. That's amazing. Where is the Amish store? It's outside of Maiselick Kentucky, my gosh, and they have. That's amazing. Where is the Amish store? It's outside of Maislick Kentucky, oh my gosh, and they have some beautiful furniture there. I mean, I walked in. I was like, oh my gosh, it's like walking into our house.
Speaker 1:But it's all handcrafted.
Speaker 2:I mean, they make beautiful furniture there, that's incredible.
Speaker 1:So I'm sure that you've probably experienced people being a little leery just of you know, sales can feel kind of gimmicky to begin with, right, Like no matter what you're trying to sell, right, yes, yes. So I think automatically people are a little like eek.
Speaker 1:I'm not sure that I can trust you because obviously you have a motive to get me to believe you so other than like the traditional gimmicky sales trainings and things like that, like are there ways that you have found to be able to help gain people's trust when you're dealing with, like business to business relationships?
Speaker 2:Yes, providing data studies, analytics. I've got a client that I have been working on for several months and I've just stayed in contact with that person, showing them my interest in their business and in their field, sending them what is going on in their industry with marketing-wise, what are others doing, and just showing them that I care. How I build the trust over time, and the buying cycle right now is about 90 days before somebody truly makes a decision, and you're just staying in front of that person and giving them tools for them to understand what's going on in their market, to make that decision of, yes, I need more marketing, yes, I need to get my name out there. How do I do this? Well, diana has been sending me all this stuff and staying in contact with me, building that trust over time. They will then eventually come around and will want to work with me because they believe in what I have presented.
Speaker 1:I believe in it because I've seen it work, but I just need them to believe it as well, right, I think we could make that like a little one page PDF download and like everybody has the keys to success right there of like showing people that you care about them and then showing them the numbers to support, like I'm not, you know, just in it for the profit for me. Like there is actual value in it.
Speaker 1:That's incredible. So if you I don't know. Let's say, for example, you were a business coach and you worked only with local people, I don't know why I'm throwing this out as an example, but do you, is there value for like business to business who work just locally? Is that something that you guys can help with and that you've seen results for?
Speaker 2:I mean everything that we do. We are local and trusted. I mean that is in our tagline. Oh, is it? Yes, okay, yep, yep. Wkyt is local, trusted news. We are the number one news station in central Kentucky. Between us and NBLEX, we have majority of the market. The people that come to WKYT. They're trusting our news. They trust, they know that we're presenting them with facts, with local businesses, because we have such a. We're so present in the local community. Working with local businesses is that's what we want to do. We want to help the community.
Speaker 1:Yeah.
Speaker 2:You know what I mean. So if there are small businesses around that need the help, then we want to be able to help them and help them thrive what they're doing, because what helps them in the local community will help so many others as well. Absolutely.
Speaker 1:Yeah, I think and this shows my ignorance like I can help people register their business very easily, I can help people come up with like catchy, you know taglines and things like business very easily. I can help people come up with catchy taglines and things like that pretty easily. But when it comes to actual marketing strategies, that's where I'm like okay, we're above my pay grade. I know people that you should go talk to, right, yes, but even being in the industry that I'm in and constantly talking to people about their businesses, when I have someone who's a business to business, local you know, things like business coaching or advertisers or photographers that specialize in branding and things like that.
Speaker 1:I've, honestly, when it comes to their marketing, I've honestly kind of come up against this, like I honestly don't know what you should do or who you should even talk to. I guess, when I think of things like what you do, I think of like we're getting in front of a large audience, but now you know, with the targeting and things like that that you're telling me about, it makes perfect sense that that would be a natural avenue for them to use.
Speaker 2:Yeah, so you know you're the targeting. You get to choose how. Really how many people do you want to get in front of? And it also depends on your budget too. You know, if your budget's small, we have to work with that budget and you may not get in front of so many people that you want to get in front of, but at least you're getting in front of them and getting your message out there and your brand out there. Right, more people in the door. But you have to start somewhere. And you know not TV is not for everybody. You know streaming television is not for everybody. But there are other ways of. You know targeted emails or the targeted display ads. There are other ways to get in front of people business to business. We do that as well. You know IT companies that is going to go to another. They're looking for other businesses and working with what their goals are and how to get in front of those people.
Speaker 2:We can do that, so we have strategies, and we're the creative mind behind everything.
Speaker 1:That's awesome. So how many people are in the I'm assuming you guys don't call it the marketing department, right? Then how many media executives do you guys?
Speaker 2:have there is, I want to say there's 11 of us.
Speaker 1:Really, how do you choose like your, your market? You know what I mean Like? Is it split up by, like area? Or how does that work? No, just relationships that you build.
Speaker 2:It's relationships that you build. It's, you know, if there's a new business that pops up, obviously those they're going to need some help getting that name out there. Yeah, but it's our job to build our business and our relationships. So you know, it's not just in Lexington, we go all the way to Eastern Kentucky, southern Kentucky, a little bit Northern Kentucky, so we're kind of all over the place. We're not just here in Lexington, you know. Our viewership for broadcasts goes all the way almost to Eastern Kentucky and then we've got our sister station and Hazard that we work with a lot. So, yeah, there's, it's all about who you know and networking and getting in front of as many business people as possible to see if there is an opportunity to help them. There may not be an opportunity to help that person. We there's not a piece of a puzzle that you just slice up and say, okay, here's your piece of the puzzle. That's not how any of this works.
Speaker 1:Yeah, so speaking of networking, I don't know if you're still part of the leadership team of Ladies Leads Lex or not, but I saw that you guys are having a visitor's day coming up. Do you want to talk to us a little bit about Ladies Leads Lex and your experience with that group?
Speaker 2:So I've been in the group for four and a half years. I am the vice president, so I oversee all the committees that we have. So we've got a welcome committee, a social committee, philanthropy committee, Ladies' Lays is a category exclusive women networking group here in Lexington and so we have our visitor day on the 15th from 1.30 to 3 at Sullivan University and we would love for any women entrepreneurs, businesswomen, to come in and talk about your business and tell us what you guys are about and just network. It's really about the networking and the referrals. It's so much better than me and I. We meet every two weeks and we have created friendships in the group and I know you know you and I have known each other for a while and there's so many others in the group that have been around. The group's been around for over 13 years and it's just. It's really incredible how involved people are in giving back to the community and making sure that these businesses are thriving, that we're constantly passing each other's referrals around to help each other out, absolutely.
Speaker 1:Yeah, I had a great experience with Ladies Leads Lex and I can definitely tell you that between Ladies Leads Lex and Women Leading Kentucky without those two organizations I would have given up on business in Lexington a long time ago.
Speaker 1:So it was integral to me finding like-minded people and friends that I can lean on and that have supported me throughout my journey so far and continue to support me even though I left the group, and so I think when you talk about forming those friendships like that's really what you guys are about is is those real honest connections. So, yeah, if any of you guys are listening and you want to go, how would they find the registration or anything? Do they need to register for the event or just show?
Speaker 2:up. Yeah, you don't need to register. You can just show up and we will have signs at Sullivan University that will guide you to the room and we will just be there. We'll have some light appetizers, some water. We're looking at having coffee, just a small get-together and get. It's an opportunity in that work. Yeah, so it's open to the public. Any female it must be a female can join. So, as long as we don't have the seat already taken.
Speaker 1:Yeah, do you know? Are there any industries or seats specifically that you're hoping to be able to fill through the Visitor's Day that you guys are like we really need a plumber, or you know Well, we need a plumber, an electrician, a landscaper.
Speaker 2:I don't know why there's not like any females coming into the group from those categories. We need like really strong females to come in from these categories. We don't have a baker, we don't have. I'm trying to see what category we don't have, like a med spa. Really we don't have a med spa, so we have a girl that does facials, but nobody that does like Botox or anything like that. No medical professional we don't have a doctor or trying to think of what else, trying to think of categories that we don't have because we do have. We've got 42 women in the group right now.
Speaker 1:Wow.
Speaker 2:That's amazing yeah.
Speaker 1:Well, I'll try to pull at least that list that you just gave off. If you think of any more, send them to me and we'll put it in the small business besties group of like, specifically, people that you guys are hoping to be able to find, and you know surely we can get the word out and get some of those seats filled for you. I think especially some of the home services businesses in that group would do so well, because there's such a void and women love to refer to other women, you know.
Speaker 1:So, yeah, awesome, all right. Well, diana, is there anything that you were hoping to be able to talk about that we haven't touched on?
Speaker 2:yet Mother's Day is this weekend, so don't forget flowers for your mothers, oh that's true.
Speaker 1:Are you guys still taking orders for this weekend?
Speaker 2:We are. We're limited because it's just me. Okay, so it is just me. Erin is out of town this weekend, but I am. I've got a couple orders so I can fit a couple more if we need to. So if anyone else is interested, feel free to reach out.
Speaker 1:That's awesome, all right, well, it has been great catching up with you. I'm super excited for all of the things that you guys are doing. I'm excited for the Ladies Leads Lex Visitor Day. I'm definitely going to try to swoop in and say hi to all the old friends. And where would we be able to follow you if we wanted to follow your journey for Close to Perfection, or just your personal pages or anything like that that you want to share?
Speaker 2:So for Facebook, it's close, the number two Perfection. And then on Instagram, it's close to Perfection L-E-X, okay, yes, l-e-x, okay. Yes, that's because our email is a little bit different. No, it's close to perfection K-Y.
Speaker 1:Our email has L-E-X in it. Okay, great, close to perfection. K-y. On Instagram yes, got it. And then is there somewhere. Should we just follow WKYT for updates on like things that are happening for opportunities for marketing and things like that?
Speaker 2:I would do that, or if they want to reach out to me, they're more than happy to you know. Friend me on Facebook or on Instagram and then stay in touch, and if anything, is you know new coming out, I would love to chat with them with it Awesome.
Speaker 1:Well, thank you so much for taking the time to talk with me today and, hopefully, I'll see you next week Happy Mother's.
Speaker 2:Day Sounds good, you too. Thank you so much.
Speaker 1:All right, talk with you soon.
Speaker 2:Bye-bye.
Speaker 1:All right, besties. That does it for today. If you're interested in becoming a part of the Small Business Bestie community, join us in the Facebook group or find out more information on the website at smallbusinessbestieorg. Please share the podcast with your friends, who could use a friend in business, and it would really mean so much to me if you follow the show and take just a few seconds to rate or review. A five-star rating really helps the show become visible to other besties who may just need the support and friendship that we offer.