Stop Getting the Word Out: Breaking Down a Space Cadet’s Marketing Success

Teal SpaceCadetCreations yarn handdyed

Yesterday, I posted an interview with Stephanie Alford. She’s quadrupled her mailing list in 2 months, earned her first 5-figure month, and launched 2 incredibly successful continuity programs. All without formal marketing training, digital products, or premium coaching programs.

In fact, Stephanie isn’t a coach or business guru.

Stephanie dyes yarn.

In my opinion, Stephanie’s success comes largely from the fact that she stopped trying to get the word out about her business and started positioning herself for success. She embraced the true meaning of marketing: delivering the best products to the best people at the best time. She shifted her relationship with her customers from one of salesperson to trusted leader.

Stephanie empowered herself and her customers.

Marketing isn’t all about getting the word out. Promotion is only one very small part of marketing. In order for marketing to be effective & engaging, you need to consider 4 P’s: purpose, people, position, and promotion.

Let’s take a look at how Stephanie used the 4 P’s jump start her business.


Stephanie truly believes that knitting & crochet are shortcuts to world peace. Why? Knitting & crochet beg us to slow down, get grounded in a tactile way, and connect with each other as human beings.

A great example of this was how Stephanie’s temporary tattoos shifted the entire atmosphere of her retail booth at a recent show. Instead of seeing just one more place to buy yarn or just another dyer hawking her wares, people came into her booth to get a tattoo. They ended up talking to each other in line, connecting with people they would have never connected with outside this unique opportunity.

Now Stephanie’s business doesn’t just represent one more way to get their yarn fix, it represents fun, friendship, and purposeful interaction. That’s an experience that won’t soon be forgotten!

What could you do to create a greater focus on the purpose of your business?


Stephanie gets out & interacts with her customers regularly by attending retail & trade shows. One behavior she identified was that her potential customers would come into her both, eye the yarn, and exclaim, “But I don’t know what to do with it!” because Stephanie makes multi-colored yarn.

So instead of despairing, she educated. Stephanie put together an ebook that would teach her customers how to use hand-dyed yarn (it was edited by amazing business manager – she can edit yours too). That book – meant for education – turned into a sales tool!

It also lead to peer-to-peer sharing, meaning her work was seen by many more people than her product alone would attract. Knowing what her people needed and creating a professional tool to fill that need lead to a viral success!

How are your customers behaving that hinder sales? How could you change this behavior?


Stephanie found even more success by plopping her business right in the middle of a major trend. In this case, it was mini-skeins. People wanted more, more, more and Stephanie was happy to position her products to be able to accommodate!

She created a continuity program (think yarn of the month club) that brings her a steady stream of income while giving her the opportunity to serve her customers in the best way possible. It’s not the type of offer everyone would want to make, but that’s the beauty of it!

Stephanie positioned herself in a unique way that benefitted her customers (and herself!).

How could you position your business outside the “usual” offers in your niche? How could you capitalize on a current trend?


Stephanie doesn’t spend a lot of time on social media promoting her products. She doesn’t spend a lot of time blogging. She doesn’t spend a lot of money on advertising. She’s not too bothered by public relations.

Stephanie grounds her business in her purpose, people, and position so that every action she takes or idea she executes has the potential to bring in business. Her “promotion” happens on its own. Her marketing has a life of its own.

Now Stephanie is free to do what she loves.

How would your business be different if promotion was a passive task?

That’s how marketing should be. It’s much more about knowing your priorities & values on the inside of your business than it is about pushing them on the people outside of your business. If you center your day-to-day operations and your creative sparks around your purpose, people, and position, you’ll discover more & more ways that promotion can take care of itself.

Ready to focus on purpose-, people-, and position-driven marketing? Ready to stop getting the word out and start creating your own success? Check out my Marketing ReWired digital workshop.

What it takes to earn a 5-figure month dying yarn: Interview with Stephanie Alford

I was pleasantly surprised to find an email from Stephanie Alford waiting in my inbox a few months back. When I opened it, I found about 1000 words detailing the enormous success she had achieved in her business over the previous 6 months: quadrupling her mailing list, launching 2 successful continuity programs, and earning her first 5-figure month.

Now, what you need to know is that Stephanie isn’t trained in marketing, she’s not selling business advice, and she doesn’t have a $1k coaching program. Nope, Stephanie dyes yarn.

She’s the chief fiber advocate behind Space Cadet Creations.

Stephanie’s success epitomizes the possibilities that come from loving your product, believing in your purpose, knowing your people, and getting creative with a brand that suits you. In our interview you’ll find out how she:

  • Created an ebook that become a viral marketing device, product education tool, and sales generator.
  • Prioritized taking a risk as an investment in the growth of her business.
  • Identified a trend & need in the market that she could capitalize on.
  • Stood out in a sea of competitors who offer the same thing she does.
  • Used a clever marketing idea to shift her relationship with customers & give them something with which to connect with each other.

Tomorrow, I’ll break down these points even further. Find my analysis here. But, for today, enjoy Stephanie’s story!

Visit Stephanie at Space Cadet Creations and follow her on Twitter.