In this episode of the Fearless Sellers podcast, host Joie Roberts interviews Tracy Tisdale Richardson, co-founder and CEO of Lillies of Charleston, a family-run hot sauce and barbecue brand. Tracy shares the story of how she and her sister turned their dad's restaurant sauce into a bottled product, leveraging Charleston's tourism and their Gullah culture for branding. She discusses their early start on Amazon, their return in 2017, and how they utilize Amazon's FBA program to handle logistics. Tracy emphasizes the importance of a good product, niche marketing, and using iconic elements of Charleston and South Carolina to appeal to customers. She also touches on their use of AI for SEO and marketing, and the recent launch of their Gullah Pop Popcorn line. Her advice to aspiring sellers is to do thorough research and seek help from Amazon's resources.
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