How to Build a Profitable Cake Business – Interview with Chinelo Awa of Good Cake Day

How to Build a Profitable Cake Business – Interview with Chinelo Awa of Good Cake Day

I have a real treat for you.

Chinelo Awa runs Good Cake Day and Good Cake Day Academy. I’ve followed Chinelo’s journey for a few years and she’s just awesome.

She has 4 law & business degrees, moved to the UK from Nigeria aged 18 and for the last 6 years she’s been building her cake businesses first in her spare time and now as a full-time role.

Chinelo started out selling ‘normal’ priced cakes but has raised her prices to suit her ambitions and now sells premium-priced luxury cakes that are so good, people pay hundreds of pounds to get them delivered by taxi to the other side of the country.

She has a premium brownie subscription and also spent last year building up her Academy, where she flew in top cake-decorating instructors from Australia to run sold-out classes in London.

This year Chinelo has pivoted her business and has taken her Good Cake Day Academy online, teaching others how to create her signature luxury designs AND teaching them how to raise their prices and create an amazingly profitable cake business.

In our interview, Chinelo shares her story of how she did it in her own, unique way and shares some great thoughts on business, pricing and ATTITUDE – watch it and you’ll see why I LOVE her. Also you’ll probably pick up some amazing tips while you’re there, no matter what business you’re in!

Chinelo’s website is and her instagram accounts are and

I know Chinelo and I would love your thoughts and feedback so please come say hello in the comments and tell us your favourite bit of the interview.

I have more interviews planned and I’m going to be sharing useful tips and advice on taking your business online so make sure you SUBSCRIBE!

Love, Claire xx

How to Find Your Super Customer (and Why You Need One)

How to Find Your Super Customer (and Why You Need One)


If you haven’t found your Super Customer yet, you need to watch this. I’ve added subtitles so click the CC symbol on the video to activate them.

Most business owners start out trying to market to everyone, then wonder why they get lukewarm results. It’s a much better use of your time, money and energy to market to the people who are the best fit for your business – these are your Super Customers (also known as ideal customers or ideal clients).

If you want to know where to start, or you have tried this already and are still stuck, watch this and it should help.

0:00 Super Customer Masterclass

02:01 Why Super Customers are so important

10.06 Different Types of Customer

10:57 BAD Customers

17:30 Bread & Butter Customers

20:32 Super Customers

26:56 Business balance

29:40 Finding Your Super Customers

37:48 Attracting Your Super Customers

41:00 Converting Them

I’ve created a set of worksheets for you, to accompany this class. They will help you capture your Super Customer ideas and they are very handy to have in front of you whenever you are doing any marketing in your business.

Why not sign up for my newsletter too? I send out little marketing hugs each week and tell you when I have more classes, courses and other fab resources to help you grow your gorgeous business.

 Love, Claire xx 

Bite sized business club logo

Small-but-powerful, bite-sized learning
that fits into your day

Are you struggling to find time to market your business? Fit marketing and business-building into your busy life and actually ACHIEVE something each month.
Little marketing wins in bite-sized chunks.

Please Don’t Feed The Mind Monkeys

Please Don’t Feed The Mind Monkeys

Mind Monkeys are tricky little things. They live inside your head and throw negativity at you any time you try to do something new and brave.
Their favourite hobby is telling you all the reasons why something won’t work, for example ‘nobody will pay that!’ or ‘you’re too old for this’ or ‘who do you think you ARE’ or ‘who would want to listen to YOU?’
You get the idea. There are lots of reasons why we get them but rest assured, we DO get them. Yes, even me.
The 2 most important things you can learn about Mind Monkeys are firstly, they LIE and secondly, THEY ONLY APPEAR WHEN YOU’RE GOING TO STEP OUT OF YOUR COMFORT ZONE.
They lie because they tell you the things you dread hearing but they are not true. They will base their snide little comments on things that happened in the past or things you have read/heard/seen that prove they are right.
For example:
Mind Monkey: What make you think you can run a business? Remember when the maths teacher told you you were no good at maths 36 years ago? How are you going to deal with the numbers? You’re going to fail! (actually example from my life…)
Me: 😳🤔
(As it happens, my maths teacher was kind of right because I didn’t pass my maths O Level even after 4 attempts but here I am with 2 really successful businesses) I learned along the way and I know all the maths I need to know to make lots of profit.
I’m sure you have your own version of this. But let me tell you something. The Mind Monkeys are lying. They are wrong. They can’t predict the future.
Also, when they appear, CHALLENGE them.
Why are they saying this? What do you have to lose? Again, what’s the worst that can happen? Do you really want to be kept down because your maths teacher didn’t believe in you years ago or your family used to tell you that ‘people like you’ will never be rich?
My take on Mind Monkeys now is very different to most people’s because I welcome them.🐵🦸🏻‍♀️
I know if I get Mind Monkeys it’s because I’m about to do something new and brave – something which will help me grow as a person AND grow my business.
And no matter how much the Mind Monkeys want to stop me, I’m going to ignore them (or mentally zap them with my imaginary ray gun) and keep going with my plan.
If you feed the Mind Monkeys with your fears, they will hold you back and stop you growing.
Please don’t feed the Mind Monkeys – walk past and go do the new, brave thing that set them off in the first place.
Does Selling Make You Feel Sick?

Does Selling Make You Feel Sick?

I had a chat with a lady last week who wasn’t telling people about her new business because she didn’t want to come across as being salesy.

She was scared of being a pest and the mind monkeys in her head were telling her all sorts of negative things. ‘What if people don’t like me talking about this?’ ‘What if someone says I’m annoying’ ‘What if everyone ignores my posts on social media or starts to avoid me in real life!’ Those mind monkeys were having a field day and even the THOUGHT of selling made her feel sick.

I had to help her see things a different way.

I had some magic questions for her.

How did you find out about me and my business?

How do you find out about other products and services you have bought?

How do you ever find new things to buy?

The answers might be:

  • I saw a post on social media that my friend had liked
  • I saw an ad in a magazine
  • It came up in a Google search
  • There was an ad in my social media feed
  • Someone told me about it
  • I got an email about it
  • What do all these have in common?

Well, at some point somebody has put their business out there, either as a social post, or an ad, or in person or via their website. If they hadn’t put their business out there then you never would have found out about it.

My next question was ‘have you ever been FORCED to buy my stuff or anyone else’s products or services’?

‘Of course not’ she said ‘I just liked the look of them and thought they might be what I needed at the time’.

So, just to be clear. This lovely lady, like most of us, me included, will see a product or service appear in our inbox or on social media, or it will come up in an online search or someone will tell us about it. If we think it sounds good, we will do a bit more research and if it still sounds and feels good then we buy. Right? That’s how it works. Yes, we have to feel it’s good value for the price but that’s basically it.

So, if you are not telling people about your business – if you’re not posting about it on social media, or building a list of leads and sending regular newsletters, if you’re not updating your website and trying to show up in Google searches – IF YOU’RE HIDING BECAUSE YOUR’E SCARED then nobody can find out about you. Even if they really need what you sell.

So, if feeling salesy brings you out in hives, this is for you.

NEWSFLASH – You are not being salesy, you are being discoverable. How can your customers buy from you if they don’t know you exist? How can they buy from you, if you don’t tell and show them what you sell? Loads of people would love what you sell, if they knew about it but they can’t find out about it unless you talk about it. You could be EXACTLY what they have been looking for!

‘Being salesy’ is a mind monkey that makes you feel you are being a pest and that you are forcing unwanted products or services onto unwilling people. No! You’re not forcing anything onto anyone. People have a choice. They rarely buy anything they are ‘forced’ to buy, most people buy because they SEE something they love and/or need and feel it’s right for them.

Your job is to find the people who are the best for for what you sell – your Super Customers – put your marketing in front of them, where they are already looking and show them why your stuff is perfect for them.

It’s how YOU buy, it’s also how your customers will buy. You are doing brilliantly – keep going!

Your Customer’s Shoes

Your Customer’s Shoes

Have you ever found yourself sighing at your phone as yet another customer asks you the same questions, even though you’ve explained EVERYTHING on your website and social media? “All you have to do is read the description” you think to yourself. “Why do I bother explaining it on there when nobody reads it?”

I know. I get it. Our customer service inbox is full of questions from lovely small business owners and yet the answers are in the email they just replied to, or on the web page they just came from. Don’t get me wrong, we love getting questions because it means people are interested in, and considering buying, my class or course but each time we get an influx of questions, I sit with my team and discuss how to fix this. What aren’t we explaining properly? What isn’t clear? How can we make it clearer?

Then, yesterday, I GOT it. In a few minutes I understood exactly what is happening. I felt what it was like to be in my customer’s shoes. And it all started with a Facebook page post from Chloe’s school.

I’d vaguely noticed a few school emails popping into my inbox about a parents’ evening. I skim-read one and thought I would get back to it when I had time. I didn’t think too much of it and honestly, forgot about it.

Then a post appeared on the School’s Facebook page saying parents’ evening slots were booking up very quickly and if we wanted to attend, we needed to get booking.

All of a sudden I got FOMO – fear of missing out!

Now I was kicking myself that I hadn’t acted right away. I went into my emails and followed the links to book. No slots. All booked up.

I messaged the school Facebook page and asked if any more slots might be coming up and they said yes, they were just confirming teacher availability.

A few minutes later a bunch of emails dropped into my inbox – all ‘invitations’ to speak to teachers. So I booked a spot with all of them, covering the different subjects.

Then I went back and read the first email.

I had it all wrong. In a nutshell the Pastoral parents’ evening was about how the children had been managing over the last 3 months and to address any fears or worries we might have about going back in September.

It wasn’t about subjects or schoolwork. It was about care and wellbeing. So I didn’t need multiple appointments. I just needed one, with her lovely head of year.

Even then, I was worried about getting it wrong  – had I read that correctly? Why had they sent me several invitations? Was I supposed to book more than one?  I messaged the school Facebook page again and the very patient teacher manning the messages confirmed, yes, I only needed one appointment.

This seems obvious now, but I was busy when the first email arrived and I didn’t read it properly. Then I got fear of missing out because slots were getting booked up. Then, because I hadn’t grasped what the slots were for, I booked 3 because in my head, they were to talk about something different, something schoolwork related. THEN I took the time to go back and read the email and even though the email explained what the appointments were for, I STILL had to double check I only needed the one appointment. THEN I cancelled the two I didn’t need. Then I relaxed.

And I understood what it’s like to be my customer.

I regularly send out emails about classes and courses, usually with deadlines. I always link to the sales page and I always make sure I have answered every possible question on there. I often also include answers to the most commonly-asked questions, within the email itself.

The people who get those emails, maybe you’re one of them, are often busy. Some skim-read them on their phone and think they will read them properly later. Some get distracted and never finish reading. Some people read it but then want to be 100% sure they have understood it correctly. Some people aren’t big readers and they find it easier to quickly ping their specific questions over on email. Some get FOMO (fear of missing out) when they see me posting about the course or class on social media and they don’t want to have to dig out the email they missed, ignored or deleted at the time.

I had a huge AHA moment. These lovely people – who receive my emails and follow me on social media and do everything I described above – are all just like me. I do all these things. So, why did I think my customers would be different?

It gave me a whole new perspective on my marketing. I realised that I can’t ‘fix’ this ‘problem’ of people not reading my emails and sales pages, where I’ve already answered all the questions, because it’s not a problem and there is nothing to fix.

It’s human nature at its most wonderful.

It’s my diverse, amazing, busy audience of small business owners fitting in everything they need to do in their business and life and responding with what they need to know, right now.

It doesn’t matter how well I explain things on my website or in the email, lots of people have a specific question relating to their specific circumstances and they need an answer to help them decide if it’s right for them. Even if they read everything, many people still need reassurance they have read and understood it correctly. Their time and money is precious and they don’t want to make a mistake. Lots of my amazing customers buy first and ask questions later, because they love my classes and have a fear of missing out.

Do you see? My response to the parents’ evening was just another version of this.

So, I have a challenge for you. I want you to think about how you react and respond to emails and social media posts. I want you to think about the questions you have, about what gets your attention and what annoys you. I want you to think about what makes you buy, what gives you a fear of missing out, about what compels you to get in touch with the company concerned. Then put yourself in your customer’s shoes.

They are just like you. They react and respond just like you. So, how can you help them?

How can you make your product descriptions and sales pages clearer? What frequently-asked questions can you add to your website, social media and emails? How can you take the doubt and fear out of buying from you?

And I want you to think differently about answering the same questions time after time. This is a wonderful thing. These lovely people want to buy from you, they just want to get clear in their head that it’s the right decision. Remember, they are just like me with my crazy, unstructured reaction to the school emails.

These questions are really saying ‘I want to buy, I just need you to tell me it’s OK’ and that’s an amazing thing.