In this episode, Keelan shares how he went from coaching women’s cricket to building Wownies, a brownie business powered by social media. He talks about finding his content style, experimenting with new ideas, and turning views into sales. Then he helps Tom brainstorm ways to grow a wine brand through storytelling, visual hooks, and creative collaborations.

Chapters

00:00 Intro: Meet Keelan from Wownies
02:07 From cricket coaching to selling brownies
03:11 Getting the first orders through social media
03:54 Capturing content with less friction
05:24 Falling out of love with baking and into social media
06:40 Finding a social media style
07:42 The “wow face” and Keelan’s personal brand
08:37 Taking creative risks with a McDonald’s brownie idea
09:01 Experimenting and repeating what works
10:04 Why visual hooks can beat verbal hooks
11:02 Turning everyday work into engaging content
12:27 Why you need to keep retelling your story
14:22 Social media hooks versus traditional storytelling
16:57 Converting followers into customers
18:44 How TikTok Shop is helping Wownies
20:55 What Keelan’s TikTok Lives are like
22:08 Answering customer questions through live selling
24:15 Growing a following through TikTok Lives
26:49 Getting views without getting sales
28:32 Building a more reliable sales system
30:00 How the pandemic helped grow the business
31:23 Keelan’s advice for Tom’s wine business
32:26 Turning real moments into video scripts
34:40 Pairing strong ideas with visual hooks
35:29 Leaning into your unique advantages
37:25 Finding content ideas in unexpected moments
38:27 Creative collaborations and wine tastings
39:18 “What will someone do for a bottle of wine?”
40:21 Brainstorming unusual brand collaborations
41:12 Selling wine through story and personality
41:58 Wrap-up