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Interview with a Shopify Store Owner: Joey Sturgis


In an on-going series where we showcase business owners that use Shopify to power their eCommerce, Joey Sturgis of Joey Sturgis Tones is our inaugural interviewee. Here he shares insight into his experience with eCommerce and how Shopify has helped to shape a successful business.
Joey Sturgis of Joey Sturgis Tones, a Shopify store owner

by Andrew Rosensweig

February 07, 2018

Welcome to the first installment of 'Interview With A Shopify Store Owner,' a blog series where we extract nuggets of wisdom from entrepreneurs who have built their empires on the platform. Our first interviewee is Joey Sturgis, an old friend of Electric Eye co-founder Chase Clymer, who we ran into at the NAMM show where Joey was showcasing his digital music tone company Joey Sturgis Tones. Joey lives in Indiana and has produced over 60 full length albums by bands including Asking Alexandria, Emmure, and The Devil Wears Prada just to name a few.

Joey Sturgis Tones Homepage

Where did the idea for your business come from?

Joey Sturgis Tones was born from necessity. Technology allows anyone to create music, but creators need guidance. But that guidance often comes in the form of tutorials teaching you how compressors work and other obscure technical details. However, these things never helped creators with the most important thing: making songs. That is when I saw a huge, untapped opportunity: developing tools that help creators focus on the music, not technical details.

If you had one piece of advice for someone just starting out, what would it be?

Don't think, just step forward and worry about the consequences later. There are too many people thinking and not enough taking action.

If you could travel back in time to the start of your business and save yourself from making a specific mistake, what would you tell yourself?

One of the big mistakes I made at the start of my business was not growing my list consistently. I would [now] tell myself to value contact information almost more than money - because t can always help lead to the next sale.

Joey Sturgis, owner of JST, a Shopify powered business.

What was your biggest 'a-ha' moment as an eCommerce store owner?

The biggest 'a-ha' moment I had as an eCommerce store was receipt marketing. It is truly a powerful tool that can scale your business with each and every single order!

What is your favorite 'productivity hack' that you use in your day-to-day life?

My favorite productivity hack is having accountability within my team. Everyone helps each other remember what they need or when they need it - and we use Google Docs and tag each other with comments on everything to keep the ship running smooth!

What Shopify app could you not live without?

Considering we send a digital download link on every order, we could NOT live without SendOwl.

What book would you recommend to someone looking to grow their business?

Dotcom Secrets by Russel Brunson.

Dotcom Secrets by Russel Brunson

Do you have any other advice you would like to share?

Direct to consumer with eCommerce is the future, and also easy to start with. It also doesn't make you limited or handcuffed. We are now partners with many resellers around the world selling JST products - and it all started on Shopify!

Visit joeysturgistones.com and follow Joey on instagram @joeyismusick

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