Not Just Candle Talk: Burn the Rules. Build Your Legacy
This isn’t your average business podcast.
Not Just Candle Talk is the unapologetic, unfiltered audio home for ambitious entrepreneurs, creatives, and side-hustlers ready to do business on their own terms — no fluff, no fake motivation.
Founded on real experience and raw truth, this podcast dives into the real-life challenges behind the candle business and beyond. Whether you’re just starting out or scaling your empire, every episode is packed with lessons, strategies, and mindset shifts to help you build a business and a life you don’t need to escape from.
Hey, I’m Toni, and I know what it’s like to start from scratch.
When I launched my candle business, I had big dreams but limited resources — no investors, no fancy marketing team, just grit, Google, and a lot of trial and error. I built my brand from the ground up, burned out more times than I can count, and learned to pivot, scale, and get smart about what really makes money in this game.
Not Just Candle Talk was born out of my journey — the highs, the hustle, the hard lessons — and the deep desire to have conversations no one else is having in entrepreneurship. The stuff beyond the surface. The why behind the work.
This Podcast Is For You If…
- You’re tired of overnight success stories with no receipts.
- You want to make real money while staying true to yourself.
- You believe business can be both profitable and purposeful.
- You’re building your brand while managing your real life.
Not Just Candle Talk: Burn the Rules. Build Your Legacy
Survival Mode: The 2025 Small Business Reality Check
Feeling like your business is in survival mode 24/7? You're not alone. The numbers don't lie—41% of small businesses reported profit declines in early 2025, and we're experiencing what experts call a "consumer recession." People feel broke even when they're not, fundamentally changing how they spend money and interact with businesses like yours.
This raw, unfiltered conversation cuts through the noise to deliver actionable strategies that actually work in today's challenging economy. Forget the outdated advice and wishful thinking—this is about adaptation, not waiting for things to "return to normal." I break down four proven approaches that are moving the needle right now: strategic bundling that transforms products into experiences, education-driven content that builds trust before the sale, loyalty programs with viral potential, and transparent pricing that respects today's cautious consumer.
Beyond business tactics, I share critical personal finance strategies every entrepreneur needs to implement immediately. Learn the crucial difference between cutting expenses (good) and eliminating investments that bring ROI (potentially disastrous). Discover how to build a business emergency fund starting with just $25 weekly and why income diversification isn't optional anymore—it's essential. Plus, get my three-part action checklist to audit your offer, fix your funnel, and step up as a leader in your space. Don't miss the free downloadable Business and Finance Comeback Checklist in the show notes—your roadmap to navigating these uncertain times with confidence and clarity. Share this episode with three entrepreneur friends who need a wake-up call, not a pity party. Let's build resilient businesses together!
Collect all free downloadable checklist and access to other items including the featured Stanley on the go tumblers. https://linktr.ee/notjustcandletalk
Hello world. Before we get started, I just want to say today's episode is sponsored by Galore Candles. All right, so let's get into it. Welcome back to Not Just Candle Talk, where we break down the real, raw, unfiltered truth about building a business in today's economy. If you have ever felt like you're doing everything right but still can't seem to get ahead, this episode is for you, because here's the truth. In 2025, being a small business owner feels like being in survival mode 24-7. And I'm not here to sugarcoat it mode 24-7. And I'm not here to sugarcoat it. I'm here to give you the real numbers, the real trends and real strategies that will actually move the needle. So let's talk about why everything feels so expensive, why customers are ghosting and how you can shift your strategy. Not tomorrow, not next year, but today.
Speaker 1:So let's start with the facts. Okay, over 41% of small business owners in the US reported a decline in profit in Q1 of 2025. Inflation is still sneaking high, even if the headlines say it's cooling your expenses. Don't lie customers. Spending is shifting. People are buying less, thinking twice and canceling faster than ever. And you ask why? It's because we're in what experts are calling a consumer recession. People feel broke, even if they are technically not. It's all about perception, fear and caution. Okay, so what does that mean for your business? If your offer doesn't screen value plus necessity, you're getting skipped. Ok, so let's shift into some solutions. Ok, I want to start by giving what is working in 2025. Ok, let's get into it real quick.
Speaker 1:Number one bundle offers and stack value. Customers aren't just looking for one product, they're looking for savings, extras and bonuses. So, for example, if you're selling candles, bundle it with a playlist or some affirmation cards or a care kit. Number two education-driven content. People don't want to be sold. They want to learn something. They don't want to be sold. So use a podcast like the one I'm doing. Your use your social media, your emails teach, you, solve and inspire. Ok, go to your emails if you have to.
Speaker 1:Number three do a loyalty program with a twist. Ok, so instead of by 10, get one free. Try this. Bring a friend, get 25% off both orders. It's viral, right, that's viral. It's word of mouth and it builds community. Okay, that's the old school way. That's definitely something you can use in a candle business and we have used it ourselves. Word of mouth.
Speaker 1:Number four cost transparency. Today's buyers respect honesty. If you're raising prices, explain why. Let people know why you're raising prices. Don't just hide behind a Shopify update. People want to support real people. Okay, all right.
Speaker 1:So business is one thing OK, we're going to go shift it a little bit but let's talk about personal financial strategies, because if your business isn't where you want it to be, your money mindset matters more than ever. So here are three money moves I want every entrepreneur listening right now to make this week. Number one cut expenses, not investments. I repeat cut expenses, not investments. So you say, what is that? So? Cutting your Netflix, that's fine. Cutting your business coach or your ad budget? That brings ROI? That's a big mistake. Number two build a business emergency fund. Even if it's just twenty five dollars a week, start building a cushion for your business, like you would for your personal life. Like you would for your personal life, okay.
Speaker 1:Number three diversify your income. Don't let one product or one platform hold your paycheck hostage. Can you create a downloadable, maybe a membership offer, a consulting? If you can do that, then do it, okay. So let me be 100%, let me be 100 with you. If you're waiting for something to come back to normal, if you're waiting on things to go back to normal. Come you know anything like that, you're going to wait yourself out of business.
Speaker 1:Ok, 2025 is about adaptability, not perfection, not hustle porn, not 24-7 grinding. We're not doing that anymore. Just smart moves, bold pivots and staying ready. Ok, that's that's. We have to adapt. Right, it's time, it's been time. Actually, it's now. Okay, it's here.
Speaker 1:So here's, here's your three-part checklist this week. If you will, let's get into it. Number one audit your offer. Okay, is it irresistible for today's economy? Number two fix your funnel. Can people find you? Can they trust you and buy quickly? Number three show up as a leader. Stop hiding behind posts. Start owning your voice. Give yourself a voice, okay, yourself a voice, okay.
Speaker 1:So if this episode hits, hits home for you, can you please share it with three business friends who need a wake up call, not a pity party? Okay, give them, give them something with value. Let them, you know, let them listen to this episode or listen to it with them. And because these are valuable checklists and things I've put in here that I'm hoping that will help all of us as small business owners, ok, and if you want the, if you want the checklist I have, I'm going to, of course, do a free downloadable checklist. It's the business and finance comeback checklist. You can use it from now until forever. It applies. It's not just for this year, but it applies for every year Just when you need a reset, when you need to look over things. I'm going to put that downloadable checklist it's going to be at the end of the episode in the show notes, of course.
Speaker 1:So I just wanted to hit on this because, like I said, I'm here to provide as much information to all my entrepreneurs, creators and business owners alike. I'm always here to share what I can, provide insight and hopefully people can spread the word that these are the things that can help us all at the end of the day or the end of the year, whichever comes first. So I just wanted to do this real quick and, again, as always, if you liked this episode, please share it, don't forget. I'm sorry to subscribe. You can leave me a review.
Speaker 1:I have a little text. You can text me on the website and you can follow us on all podcast platforms, because this isn't just a podcast. This is your business support system. That's what we want to be known as OK, and I'll see you in the next episode, but until then, stay bold, stay smart and stay in the game. For sure, and for my next episode, I am putting together a mini course downloadable. That's going to be coming soon, so look out for that. It's going to be a mini course to help all entrepreneurs, creators and small business owners get their head in the game and keep their. Keep your head in the game Until next time. Thank you so much for listening. Bye.