How to Write a Media-Worthy Pitch (Plus, an Email Template Guaranteed to Get a Reply)
Here’s how to grab an editor’s attention.
Photo: Smith House Photography
So, you've registered your business, the website is up, and your product is ready to ship, but no-one knows about it yet. Now is the time to reach out to publications (both online and off) and create some serious buzz. But how do you pitch yourself to media? We've all been witness to the major changes to the publishing industry, both digital and print, over the past year but there's one thing that stays the same: pitching.
Ahead, our C&C editorial director, Sacha Strebe, has outlined a few things you should consider before compiling that pitch so you get the word out about your amazing new business and the customers start buying.
Priority #1: Grab their attention.
Editors have limited time. They receive a ton of pitches so make sure yours stands out. Really think about your angle and who you’re pitching to. Condense your copy. Add bullet points to amplify the main points you want them to read.
Priority #2: Don’t write clickbait.
Keep it simple and relevant to the pitch. Write a subject line that stands out but isn’t over-promising. Consider a personal touch. Don’t forget to consider WHO you're pitching to!
Priority #3: Tailor your pitch.
Don't pitch the same thing to all publications en masse. Pitch a different angle for each publication. Make it very clear in the email if this is exclusive to their publication or not. If you have pitched it elsewhere, let the editor know and when the other outlet plans on publishing (if you know).
Understand the brand you are pitching to. Read their sites, reference stories or franchises that you love in your pitch. Commend them on the work they're doing and reinforce why you’d love to be featured on their platform. Pitch headlines. Check their site for examples and write a similar headline with your brand/story in mind.
Pro Tip: Make sure you’re calling out the right publication in your pitch. If you’re pitching to Vogue, don’t have a rival publication in your copy.
Priority #4: Don’t guarantee an exclusive if it’s not.
Be transparent. If you can’t guarantee an exclusive then make sure they feel special, too. Perhaps you can secure different parts of the interview or exclusive photos, too.
Priority #5: Make it personal.
Tap into sentiment and emotion. Provide a brief but detailed synopsis of what the pitch topic is about. Make sure you are clear within the first sentence. Two paragraphs are ideal but don’t go beyond three. Editors are busy so you want to grab their attention first, then once they express interest, hit them with detailed information.
Pitch Email Template
Subject Line: Make it short, succinct, and timely (if it's an exclusive, then add that here!)
Email Body:
Hi EDITOR NAME,
I hope you are well. I’m reaching out to pitch you a [EXCLUSIVE?] story around our [LAUNCH, COLLECTION, FOUNDER etc].
We [SHARE NEWS/INFO HERE IN SIMPLE, CONCISE FORMAT]. I’m sharing a few story ideas below that might work for a story on your site [AROUND THE LAUNCH/ABOUT OUR FOUNDER ETC]. We are happy to [COMPILE QUOTES, WRITE AN OP-ED, GIVE EXCLUSIVE IMAGES] and anything else that will help if these are of interest.
STORY TITLE IDEA (research their site and write potential headlines/story ideas that look like stories on their site)
STORY TITLE IDEA
STORY TITLE IDEA
I’d love for you to let me know your thoughts on the above pitches by EOD today if possible as we are holding this exclusive for you and would love to start pulling together the information and imagery you need for any of the story ideas listed. Let me know.
Kindest,
[FOUNDER NAME]
Business Credentials
Ready to pitch to the press and get online exposure?
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Slow Stories: Creating and Consuming Content During the COVID-19 Outbreak
“We've never had more tools at our disposal to create content that inspires action.”
Photo: Courtesy of Slow Stories
The spread of COVID-19 has upended the business community on a global level. However, living in an age of profound interconnectivity has brought people together in ways that we never expected—especially on social media.
Like so many others, I've tirelessly refreshed my news and social feeds and watched as they've unearthed a variety of responses to the uncertainty that we're all facing. Recently, I've also ruminated on the ways content can play a role in facilitating productivity in a time that will inevitably call for slowing down in nearly every aspect of our lives.
In one of my earlier columns, I outlined a few key pillars that our initial podcast interviewees attribute to the slow content movement. But as I look at the below touchpoints again (and in the context of present-day challenges), I find myself thinking about how we can take these one step further:
Slow content provides value and purpose.
Slow, thoughtful content has a clear intention. Whether it is to inspire or educate, creating content in this climate forces us to think about how we can provide value beyond our immediate business goals. Ask yourself: Can I provide value to my community by sharing a founder anecdote or reposting a fun image that evokes laughter? Even in a professional context, times of uncertainty offer the opportunity to create value for our customers in new (and necessary) ways.
Slow content considers data and fact-checking.
Content can be an incredible tool to drive conversations forward. Still, the spread of misinformation can also make it difficult to discern the difference between what is fabricated and what is real. During times where there is an uptick in sharing information, creators and businesses can engage with their community by using content to call attention to credible institutions and outlets.
Slowing down our relationship to content makes us nicer, more well-rounded people.
In a rapidly-changing news cycle and digital sharing landscape, slowing down our relationship with content can create more mental runway to think about the things that add value to our lives (beyond our devices). In the case of a global pandemic, finding a balance between staying aware and engaged while establishing healthy digital consumption habits will be essential in how we relate to one another through this trying time.
With so much hanging in the balance, our professional endeavors are certainly no exception. Many people in my own network have begun to think about how content and storytelling will play a role in their brands over the next few months. Below, I'm sharing a few things to consider as we recalibrate our routines and work through the challenges that are becoming increasingly present in our digital age.
Re-evaluate your communications strategy.
When there's an increase in online communication, content creators and business owners have the opportunity to streamline—and in some cases, reevaluate—their content, PR, and brand messaging so that the message they wish to convey is consistent across all communications channels. Use this time to think about what your brand wants to say, how you want it to come across, and how it can stay in-line with your usual voice and tone to avoid sounding inauthentic to your followers or customers.
Create content that inspires social/philanthropic participation.
We've never had more tools at our disposal to create content that inspires action.
However, it's essential to consider how to do this in a way that encourages inclusivity. From sharing charity donation stickers on Instagram Stories to creating bespoke content that ties in more personal brand narratives, creating content that can diversify how your community can get involved can elicit a powerful response. Thinking holistically about content in this way will also create more avenues for charitable goals to be reached, too.
Pause the post.
One of my interviewees said it best: "There is power in the pause." As we become more inundated with content from all directions, we have another option at our fingertips: to pause and step away. As consumers of content, we often forget to be discerning in what we choose to engage in a landscape that demands so much of our time and attention. Communicating what you want (and don't want!) from your favorite brands can be valuable feedback for business leaders to make informed decisions about their future storytelling and brand strategies. At the other end of the spectrum, if you're a content creator and unsure about how to proceed with your current storytelling efforts, use this period to take a step back and reflect. Your followers will thank you for it in the long run.
The points I've laid out in this article only scratch the surface of what we can be doing online. In any case, I hope this piece provides a jumping-off point for you to make thoughtful decisions about the kinds of stories you or your brand wants to tell in the near future. For more insights and musings on creating slow content and stories with longevity, I invite you to check out the ”Slow Stories” podcast (stay tuned for new episodes launching this spring) along with articles from my column here. And, most importantly, I wish you all health and happiness in this tumultuous time.
About the Author: Rachel Schwartzmann is the founder and CEO of The Style Line LLC. She created The Style Line in late January 2011 via Tumblr and has fostered The Style Line’s brand in its growth since then. Rachel has been featured in esteemed sources including Forbes, Refinery29, and MyDomaine and has also spoken at Create & Cultivate and Columbia University on establishing a unique brand point of view and entrepreneurship. On October 1, 2015, Rachel took The Style Line in a new direction as a boutique content company with the introduction of its slow content agency CONNECT(ED)ITORIAL.
You can follow Rachel at:
The Style Line: @thestyleline (Instagram, Facebook, Twitter)
CONNECT(ED)ITORIAL: @connecteditorial (Instagram)
Rachel Schwartzmann: @rachelschwartzmann (Instagram) @RMSchwartzmann (Twitter)
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Slow Stories—Literally, Slow Down: How Taking a Content Break Can Lead to Successful Storytelling
The turtle wins the race.
Photo: Courtesy of Slow Stories
Ahead of the season three launch of the Slow Stories podcast, I'm thrilled to return to our namesake column after a summer-long hiatus. When I wrote the most recent article in July, I was on the tail end of a period where I had essentially been operating on autopilot. Naturally, this ran counter to the idea of slow content and the themes that we explored last season on the podcast.
While my work certainly didn't stop this season, taking a brief pause from this particular initiative allowed me to recalibrate how I am able to fully implement a slower and more thoughtful approach to content across my personal and professional channels. As things kick into high gear for the upcoming fall/holiday content craze, I'm sharing a few things to think about if you're planning to rethink your content strategy during a high energy time.
Create Context
The most direct way to set the tone for a slowdown in content is to establish context as to why your audience can expect changes. This can range from a formal announcement outlining concrete details and timing of a content hiatus, or if you're unsure as to how long you need to recalibrate, subtle changes in your content calendar over an extended period. If you're a personality or individual content creator, I also encourage revisiting my April article, which also touches on the importance of boundaries. At the end of the day, whether you're a personal brand or business, it is at your discretion to decide how much you share online about the choices you're making within your company.
Adjust Your Posting Cadence
If you don't want to shock your followers with an unexpected silence, ease them to the changes by establishing a routine that is more in-line with your current content calendar. For instance, if you're in the middle of a visual rebrand and don't know how to incorporate this transition in your content, include elements that are reflective of your upcoming relaunch (i.e., inspiration imagery that contains colors from your brand color palette, behind-the-scenes creative imagery, etc.).
Or if it's a matter of the kind of content you want to step away from for a while, think about alternative ways to stay engaged with your audience. For example, if you are looking to step away from more highly-produced content, you don't have to stop publishing entirely. Instead, you can focus on "off the cusp" content geared towards mediums like Instagram Stories or Snapchat versus content that traditionally requires more planning on a blog, website, or Instagram feed.
Consider What a "Storytelling Sabbatical" Might Look Like
Regardless if you're in a marketing or content-focused role, creating content can be a full-time job in our current business landscape. Many modern companies have introduced sabbatical programs for tenured employees to take time off away from work and come back feeling recharged. The same thought-process is worth exploring in roles that require "always-on" responsibilities. While it would be challenging to step away from digital storytelling completely, if you are in a leadership position, consider implementing breakpoints that allow your team to immerse themselves in their field outside of the office.
Perhaps there is an opportunity to facilitate an offsite retreat or outing. For individual team members who may need to recharge, consider covering charges for a co-working space or an industry conference (like Create & Cultivate!) that will enable them to still add value to the company while also providing space for personal growth. The most compelling content and stories derive from innovative thinking. Sometimes all it takes is stepping back for a moment to inspire a considerable leap forward in the long run.
With the above points in mind, if you can take a content hiatus (either personal or professional) here are a few ways to maximize your time:
Regroup with Your Team or Collaborators
Whether you're in a corporate team or a solopreneur, storytelling is a collaborative effort. Use the time away from your devices to encourage face time to brainstorm and reconnect with those you work with closely.
Relaunch and Revise
When it comes to creating content with longevity, timing is crucial, so take the added time off to experiment and refine your content strategy, branding, or medium.
Redefine Your Definition of "Content"
Finally, think about how content exists in a modern landscape. Can events or experiences be content? Does content take shape in the form of a book or printed entity? Posing these questions will inspire new ways of thinking about how to disseminate your brand's story so that it keeps people on their toes while still connecting with in-the-know consumers.
These are just a few thought-starters to think about as you plan an upcoming content break and how to make the most of that precious time away from your screen. And if you need some inspiration during that time away, I encourage you to listen to the slow stories contributed by creative professionals in CONNECT(ED)ITORIAL's community.
I'll be back with my next article in October, but until then, check out these highlights from our season two podcast contributors:
Episode: Brandy Pham of PLANOLY on Creating Content with Purpose and Empathy
Opened by fashion illustrator Jeanette Getrost. Jeanette shares why The Florence Academy of Art Instagram page inspires her.
Opened by digital strategist and Written Coffee founder Ellie Eckert. Ellie shares why the book Applied Empathy resonated with her.
Opened by jewelry designer Grace Wong. Grace shares how Company of One speaks to what she's trying to do as a solo, small business owner.
Episode: Kathryn Duryea of Year & Day on Fostering Vision, Values, and Enduring Stories
Opened by Michelle Toney, co-founder of Morrow Soft Goods. Michelle shares a couple of books that have inspired her to slow down and lean into her imagination.
Episode: Carolyn Witte of Tia on How Content Can Shape How We Think About Modern Healthcare
Opened by Matisse Bustos-Hawkes, founder of Otro Lado Communications. Matisse shares why a podcast snippet featuring Sabrina Hersi Issa inspired her.
Episode: Alisha Ramos of Girls' Night In on Storytelling That Inspires Self-Care
Opened by Erin Allweiss, co-founder of No. 29. Erin reflects on two notable talks that resonated with her at the TED Conference.
Episode: Michael Ventura of Sub Rosa on Applying Empathy in Business and Storytelling
Opened by Veronica Souza of Vero Branding. Veronica shares why rediscovering a manifesto from her favorite cookbook reinvigorated her to slow down.
Episode: Tanya Taylor on Slow Content, Sustainable Style, and Standing up for Women Everywhere
Opened by Avery Cox, an interior designer. Avery shares why a compelling photography series by Anna Boyiazis inspired her.
To learn more about what slow content means and what it can mean to you, check out my first column here.
ABOUT THE AUTHOR:
Rachel Schwartzmann is the Founder and CEO of The Style Line LLC. She created The Style Line in late January 2011 via Tumblr and has fostered The Style Line’s brand in its growth since then. Rachel has been featured in esteemed sources including Forbes, Refinery29, and MyDomaine and has also spoken at Create & Cultivate and Columbia University on establishing a unique brand point of view and entrepreneurship. On October 1, 2015, Rachel took The Style Line in a new direction as a boutique content company with the introduction of its slow content agency CONNECT(ED)ITORIAL.
You can follow Rachel at:
The Style Line: @thestyleline (Instagram, Facebook, Twitter)
CONNECT(ED)ITORIAL: @connecteditorial (Instagram)
Rachel Schwartzmann: @rachelschwartzmann (Instagram) @RMSchwartzmann (Twitter)
Create & Cultivate 100: Content Creator: Whitney Port
“I strive to show how I work through problems, and I think that empowers anyone that reads or buys what I make to work through their own.”
Whitney Port needs no introduction.
The fashion designer, TV personality, and author has spent the last decade on the main stage, fielding everything from her starring role on The City and her namesake blog to her fashion line and the upcoming relaunch of Bundle Organics, a line of juice and teas for new and expecting moms. All while parenting her toddler son. Are you exhausted just reading that?
Now, with the upcoming premiere of The Hills reboot, we’ll get to see her life unfold on-screen. Below, she talks about why she’s excited for the reboot, how she juggles her many ventures, and what she’s excited for in 2019.
We’ve loved followed along with you as your career has changed and grown over the years. What are you most excited to be working on right now?
Wow! So many things! I actually just wrapped filming THE HILLS: New Beginnings, which was such a trip! It’s crazy to think about how so much has changed since I first started filming the show. I’m so excited for everyone to experience our lives through a more adult lens and for the audience to experience the complexities of our adult lives instead of the simplicity of what our 20s entailed. I mean, at 25 I thought my life was so complicated and intense but it is NOTHING compared to what it is now.
I’m also super excited for the launch of Bundle Organics. Bundle has been my baby for 2 years now. Our mission is to help expecting and new moms be more healthy, active, and comfortable and to better nourish their little ones from the very beginning. We’re striving to build a community and inspire a larger movement dedicated to the health and wellness of women during this special transition in their lives. Bundle Organics is the first line of organic prenatal snacks and beverages, pasteurized and specially designed to meet the nutritional needs of women that are trying to get pregnant, expecting, and new moms. Our teas, juices, smoothies, granola bars and granola bites are designed with nutrients and vitamins to maintain a healthy pregnancy for mom and help support baby’s healthy development, as well as providing breastfeeding moms a boost of nutrients they need. For more information and to buy products visit bundleorganics.com and buybuybaby.com.
You started a YouTube series called “I Love My Baby, But…” after having your son. What value do you think there is in sharing “the hard stuff” with your followers?
The value is the support and feedback I get from my followers. Knowing I am not the only one who has these issues or feels this way not only helps me feel sane and ok, but also allows my followers to not feel so alone. I strive to create a nurturing and open community where no feeling one has is wrong.
What about your job makes you feel the most fulfilled?
I feel most fulfilled when I feel like the work I have done has solved some sort of problem. Whether it's keeping a pregnant woman satisfied with the snacks we make or tackling issues like mom-guilt or mom-shaming. I strive to show how I work through problems, and I think that empowers anyone that reads or buys what I make to work through their own.
What advice would you give to women who are just starting out where you did, stressing over coveted internships and opportunities in the industry?
It’s scary! Times have moved away from gradually working your way up somewhere. It’s more about paving your own way and figuring it out for yourself. Do not rely on a degree or a connection, just hustle as hard as you can and don’t let anyone tell you the idea you have isn’t worth while. However, create a backup plan/more traditional way to make money while you are trying to pave your way. Also, try as little as possible to say no to things. Saying yes opens you up to so many more opportunities to meet people. Do random things and eventually you might land in a place you never thought you’d be in but feels so right.
Can women really “have it all?” Is that a myth?
I don’t think anyone can really have it all without a good amount of financial freedom. The world unfortunately just isn’t set up that way. You can’t get 8 hours of sleep, work a 10 day hour, have two hours of free time, volunteer, work out, cook dinner for you family, etc. every day. There’s just not enough hours in the day. The trick is to identify the few things that are the most important to you (and these may change day to day) and plan your life so you get to do those things as much as possible.
If you could entirely switch careers for a year, what would you choose?
I would want to be a painter, but only if I were really good at it. I know being “good at it” is subjective, but you know what I mean. The thought of just sitting in a studio and doing art sounds so relaxing and nourishing.
I strive to show how I work through problems, and I think that empowers anyone that reads or buys what I make to work through their own.
What has been your biggest opportunity or biggest challenge?
My biggest challenge was dealing with the clean up of my clothing line, Whitney Eve, when my dad passed away. I started my clothing line with him in 2008. He had a lot of experience within the business of fashion, and I knew he would always steer me in the right direction. After he passed away, my sister, brother and I tried to make it work, but we just couldn’t. It was so hard, because it wasn’t only just closing a business and shutting down a passion, but it felt like I was letting my father down. About a year after we closed our doors, I got more perspective and realized it was also one of the best things career-wise I had ever done. The burden of this responsibility to make him proud was too large for me to bear, and I was able to have more career freedom once I let that go. It kind of just goes to show, as cliche as this sounds, when one door closes, another one really does open.
You’re going to be on The Hills reboot this year! What are you most looking forward to about the show? Are you nervous to see it premiere?
Ahhhhhhhhh! I am so excited! I’m just excited to be out there again! I’m excited that it will shed more light on what it is like to be a new mom and continue to expose what I have been up to.
I’m a little nervous just because I’m getting old and I am nervous for how I am going to look! I know that sounds shallow but it’s true!
When you hit a bump or hurdle in your career, how do you find new roads + switch gears to find success?
I take time away from the situation and sleep on it for a couple days. I really think there is nothing that some time and some good conversation can’t fix. Choose a couple people in your lives whose opinions may vary and talk to them about these things. Get their opinions, think about them, sleep on them and then form your own solution.
What are you most excited for in 2019?
For the first time in a long time, I feel like I have such a great foundation from which to take my career in whatever direction I want. I truly feel like the world is my oyster and there’s nothing I can’t at least try. None of it may be successful, but I feel confident about my possibilities.
I am also just so excited to keep getting to know Sonny and form a more meaningful relationship with him. I know that sounds silly. Tonight, while giving him a bath, we were looking at each other in the eyes as I sang Norah Jones, and I felt this connection that never would have happened 6 months ago. So, I am just excited for him to grow and want to nurture him through all of it. My goal is to give him the most amount of possibility to be the happiest he can be.
Photography by Annie McElwain Photography
Photoshoot skincare provided by Dermalogica
VIEW THE FULL CREATE & CULTIVATE 100 CONTENT CREATORS LIST HERE.
Create & Cultivate 100: Content Creator: Taylor Sterling
“There are always going to be competitors that pop up in whatever field you’re in. It’s about concentrating on you and only you.”
They say when one door closes, another door opens—so when Taylor Sterling was laid off from her job as a financial services advisor, she decided to take the leap from blogging as a hobby to running one full-time. She launched her lifestyle site, Glitter Guide, in 2011—and little did she know, she’d create an empire over the next eight years. Taylor has amassed a following of 600k followers who come to GG for inspiring home tours, product reviews, and fashion roundups and stay for her honest, BFF-like demeanor.
Below, Taylor talks about what it’s like to build a brand that’s authentic in the age of Instagram.
You used to work in financial recruiting. How did you make the jump from the corporate world to blogging full-time?
The bad news is that I was laid off, but the good news is that I was looking for a way to quit so I could launch Glitter Guide and I was able to finally do that. It was a blessing in disguise.
You were one of the first lifestyle blogs in your space. How do you continue to stand out among so many resources for similar content?
It’s not always easy. I’m not going to life. I think it’s about staying focused on who you are, what you love and what you can offer. That way it’s true to its core. There are always going to be competitors that pop up in whatever field you’re in. It’s about concentrating on you and only you. It’s also about bouncing back from challenges and not giving up!
What’s the best piece of advice you’ve ever been given?
I’m not sure there is one piece of advice that stands out, but after almost ten years of running my own business I know that it’s about your attitude and the choices you make. More than anything else, how you deal with challenges and your perseverance is what keeps you going and drives success.
In a world where likes and follower counts are so coveted, how do you stay authentic and true to yourself/your brand?
At Glitter Guide we have never paid for any traditional marketing or advertising. We also have never paid for followers or engagement. We actually are just starting to play around with social media promotions of content. We just stay hyper-focused on who we are as a team and who are readers are and just go with it. We have had plenty of flops and hard months with social media, but we just keep on going! We try not to focus on it too much.
Whose career really inspires you?
I recently met Morgane Sezalory of Sezane after years of knowing each other online. She was incredibly kind and generous with her time and knowledge even with how busy and successful she is. I loved that about her. She also has two small kids. So she’s Superwoman!
What advice do you have for other women who work from home? It can often feel lonely and isolating.
That is so true. You have to find a rhythm that works for you and your personality. For some people that may mean they are meant to work from home and that’s OK. For me, it’s about creating a daily schedule that helps me feel productive. I like to be routine and follow mine pretty strictly. Especially since I have two small kids and limited hours to get everything done personally and professionally. I also schedule face-to-face time with people I work with to connect and plan meetings and events in San Francisco to socialize.
If you weren’t working in content creation, what career path would you choose?
That’s so hard. I feel like content creation is what I excel at. However, I would play around with photography, art direction or maybe starting a small product-based company.
There are always going to be competitors that pop up in whatever field you’re in. It’s about concentrating on you and only you.
What keeps you up at night?
Not being able to provide for my family in a way that also makes me happy. I’m not really afraid of failure. I also know if I ever had to I would get out there and land a good job. The issue is would I be happy doing that? I would really hate to be unhappy in my work and schedule.
When you hit a bump or hurdle in your career, how do you find new roads + switch gears to find success?
I’ve dealt with my fair share of this over the years. I’m pretty conservative when it comes to my business. I’ve never taken out any loans, tried to get any kind of funding, or hired a large team. All of those things scare me. Not to say that they won’t ever happen, but I prefer to keep things smaller and more suited for my desired lifestyle. That said, I still have had hurdles to deal with. Heck, even that choice is a hurdle I deal with. As I have aged, I have gotten a lot better about not taking things to heart and not making everything so personal. If I know I’m doing my best and have the best intentions that is really all I need to keep going through the difficult times.
What are you most excited for in 2019?
2018 felt like the year of cleaning up. We created a lot of systems, goals, and now have a clear vision of who we are and what we want. That helps us know who is right on our team, if we’re on track with our editorial and really everything. Now that most of that has been sorted it’s about adding fresh people and things to the business that will help invigorate it!
VIEW THE FULL CREATE & CULTIVATE 100 CONTENT CREATORS LIST HERE.
Create & Cultivate 100: Content Creator: Emma Diamond & Julie Kramer
“I knew it was going to be big—I had the feeling from the beginning that we were on to something unique.”
If you consider yourself a pop-culture savant, chances are you’re well-versed in the @CommentsByCelebs phenomenon.
Emma Diamond and Julie Kramer launched the Instagram account documenting celeb interactions on the social platform in 2017, and now that Instagram account has paved the way for a full-on media enterprise. They have since expanded their once-niche content into a series of accounts for specific, highly-engaged fandoms including @CBCAthletes, @CBCBravo, and @CBCYouTube. Not to mention they also have a hilarious podcast with equally hilarious celeb guests.
The duo has been very strategic with regards to the comments they do (and don’t) post, understanding the importance of relationships, brand tone, and future press partners. It would be all too easy to create a similar platform with catty commentary, further fueling internet trolls and cyberbullies. But that’s not what Julie and Emma are about. They genuinely want to highlight positive celeb comments, iconic clapbacks, and breaking news in a way that feels genuine to who they are. The self-proclaimed Bravo fanatics are not here for some flash-in-the-pan Instagram presence, they’re here to build a household brand where fandom and the world of celebrity intersects.
Tell us about the inception of Comments By Celebs. How did you get the idea to start the account, and did you ever think it’d get this huge?
I started the account in 2017, when Instagram initially changed the algorithm to highlight verified comments. Julie and I were fascinated by the celebrity comments we were suddenly seeing—constantly sending screenshots of the interactions in our group chat—so I knew we had to capitalize on it. I started the account, and asked Julie if she wanted to be my partner. She was the only person I’d want to do it with. I knew it was going to be big—I had the feeling from the beginning that we were on to something unique. Julie was a little more hesitant, but once she started to see the response, she came around. I don’t think either of us anticipated that it would turn into this..but we are so happy it did.
What has been your biggest opportunity or biggest challenge?
The biggest challenge is always curating the content in a way that is appealing to the largest audience. There are tons of comments that we hold off on posting, because they just don’t fit with the vibe we’re going for. It’s hard, because you’re never going to please everybody, but we try to balance it all in a way that feels right.
You break celeb news before a lot of media outlets. How do you beat them to the punch? What’s your process for sourcing comments?
While we are diligent in comment searching ourselves, we feel incredibly fortunate to have amassed a following of over 900,000 people who are equally as dedicated as we are. The second something big happens, our DMs are flooded with followers sending us “tips.” People always ask if we have a special program or process for finding comments. We don’t—just a good eye and a loyal fan base.
Where do you see Comments By Celebs in 6 months? A year?
We really see it continuing to become more than just an Instagram account, but a full blown brand. We are excited to take it multi-platform, and explore all of the different meanings that ‘comments by celebs’ can have. It’s been incredible to become such a legitimate source for entertainment news, as opposed to just humor, and we’re looking forward to continuing to grow that angle of our business. In a year, we want Comments By Celebs to be a household name—adored by celebrities as a positive way to better their image, trusted by publications to break stories, and loved by the public to keep them informed and laughing.
We have to ask: What’s your favorite celeb comment you’ve ever posted?
In September, we posted a Julia Roberts clapback that is easily our favorite. She was new to Instagram, and someone went off about how her ‘ugly black nail polish’ ruined the look. She was quit to correct them that her manicure was ‘actually navy, with garnet crystals as a grounding accent.’ In case they ‘wanted to edit their comment from ‘ugly black nail polish’ to ugly navy polish with garnet crystals.’ She then added a, ‘just sayin.’ It was iconic.
Whose career really inspires you?
Andy Cohen. Aside from just being Bravo enthusiasts, we both have so much respect for the way Andy’s career has evolved into what it is today. He really found an interest, and he capitalized on it. He understands what the people want, and executes it in a way that makes the content so enjoyable. Reality television speaks for itself in terms of it being entertaining, but there is no way Bravo would have taken off in the way it has if it wasn’t for Andy’s creativity and ability to form a community around the content. He’s aligned himself in a way that he can have an entire career outside of Bravo, while still being the face of it. That’s not an easy task, but he has accomplished it masterfully. He never takes himself too seriously, and in today’s world, that goes far. We always say, In Andy Cohen We Trust.
I knew it was going to be big—I had the feeling from the beginning that we were on to something unique.
What’s the best piece of advice you’ve ever been given?
Kelly Ripa gave us a really long talk about seizing our youth. She made it a point to convey to us that we are only this age once, and we should do everything we can and want to in this moment. She was so passionate in the way she spoke, and it really stuck with us. Kelly has been one of the kindest, most supportive people we’ve ever come in contact with, so we know she is genuinely looking out for us. For that, we are forever grateful and really value her advice.
What’s been the biggest surprise or highlight of your career to date?
We are always in awe when a person we admire is excited to meet us. We were in LA for business at the end of last year, and there were a couple of instances where we really had to pinch ourselves. Firstly, we met Eva Chen, Instagram guru/businesswoman/ fashion icon, in the airport. Having been following her for years, we of course went up to her to introduce ourselves and express our admiration. When we said we ran CommentsByCelebs, her excitement was palpable. Things similar to that started happening for the entirety of the trip, and we seriously felt like we were living in a fantasy. It was crazy that these people that we were so excited to meet, were just as excited to meet us. It’s still mind blowing to think about.
When you hit a bump or hurdle in your career, how do you find new roads + switch gears to find success?
We are constantly coming up with new ideas or angles that we want to take. Our creativity and the fact that we are in complete control has allowed us to test out new things, without the fear of failure or disapproval.
What are you most excited for in 2019?
Everything! As stated earlier, we really want to make CBC a household name—and we can’t wait for all the adventures we’ll be taking in the process of doing so.
VIEW THE FULL CREATE & CULTIVATE 100 CONTENT CREATORS LIST HERE.
Create & Cultivate 100: Content Creator: Aimee Song
“Following my passion, giving my all to everything I do, and being open to have my path change have lead me to where I am today.”
Aimee Song was blogging before most of us had even heard of the word.
Now an ultra-elite influencer (with more than 5 million followers on Instagram), Aimee has helped define what it means to make a living as a full-time content creator. As the founder of Song of Style, her namesake blog, she’s not only stayed on top of a rapidly-changing industry...she’s shaped it altogether.
An ambassador to brands like Chloé, Dior, and Revolve, Aimee also has a jewelry line, a clothing line, and a popular YouTube channel. Her debut book, Capture Your Style, scored a spot on The New York Times best seller list. The most impressive part? Aimee’s showing no signs of slowing down, and we’re excited to see how she continues to change the game in 2019.
You started your blog in 2008, before the age of Instagram and influencers. How have you seen the business side of blogging change most over the past decade?
For me personally, blogging has changed from my hobby and creative outlet to a full scale business. As an early adopter of blogging, the biggest thing that’s changed for me is that the platform has changed. Less people visit the blogs with the popularity of Instagram so my focus shifted and the newest bloggers are no longer really bloggers but influencers that are mainly active on Instagram. Also the biggest shift I see is that fashion bloggers/influencers who would only cover topics related to fashion are being vocal about other aspects such as politics, bringing more diversity within the industry or touching on subjects that are more of the lifestyle space. Shedding light on people of diverse backgrounds and giving a platform to underrepresented individuals is incredibly important to me, and I’m so happy that blogging has been the vehicle that’s allowed that to happen.
You’ve grown your business from a blog to a media and product empire. What advice would you give to other content creators on scaling their business?
My path from blogging to media to product has taught me so much, but the most important thing I’ve learned is how quickly the industry is changing. Now more than ever, I think it’s important for content creators to think about what is not yet being done, and to try to think about content creation in new and interesting ways. Media is evolving so much, so there are so many opportunities to be at the forefront of that new space.
Where does your passion/drive come from?
My passion comes from a pure love of aesthetics, fabric, textures, and design but most importantly the love of sharing. I could’ve done all of this quietly but I have a passion for sharing with others. Growing up with a sister, I’ve always shared clothes, share ideas, etc. Now, I’m just doing that on a much bigger scale.
You have a team that works for you—what’s the hardest part of managing employees working for a company that started as your personal vision?
For me personally, my business is so deeply tied to my life, so I’m not someone who works a regular 9-5 schedule. Plus, I travel more than 300 days out of the year, so I can be in many different time zones even in just one week. Needless to say, my life and my work schedule can be a bit all over the place! The hardest part of managing my team is learning how to manage my work schedule effectively so I can be respectful of the fact that my team works on a 9-5 schedule in Los Angeles, Monday-Friday. Song of Style has grown so much, and it no longer only includes me. There are many voices and visions contributing to what used to be my singular vision, and every day I’m learning how to be mindful of that fact.
If you weren’t working in this industry, what career path would you choose?
If I weren’t a blogger, I would definitely continue my career as an interior architect. I love thinking about spaces that people live in or visit, and thinking about how all of that can create an emotional spatial experience.
What are the common challenges you've seen among female business owners and entrepreneurs?
The biggest challenge I’ve seen among female owners and entrepreneurs is being taken seriously in fashion and beauty. I think that, for a long time, fashion and beauty seemed like frivolous industries. Also, speaking up and giving out tasks. I used to tiptoe around asking someone to do something that I’m paying them to do. Now, I just tell them (in a nice way, of course.)
What’s your dream partnership and why?
My dream partnership was working with Louis Vuitton because I had admired the creative director Nicolas Ghesquiere since his Balenciaga days. I could’ve never dreamt of working with such a classic fashion house. Now, that I’ve achieved that my dream partnership would be working with a retailer in launching my own line.
When you hit a bump or hurdle in your career, how do you find new roads + switch gears to find success?
Pivoting has been such an important part of my process in my career. I think it’s really important to have a strong vision for what you want in your life, but it’s even more important to be open to what the world has in store for you. I always knew I wanted to do something in fashion or design, but when I was growing up, blogging didn’t even exist as a career. Following my passion, giving my all to everything I do, and being open to have my path change have lead me to where I am today. Also, I realize that there isn’t one way to success and sometimes success comes in many different shapes and forms. Even if you think you’re failing and having bad days, knowing that that’s the way to manifesting your dreams, keeps me motivated.
Following my passion, giving my all to everything I do, and being open to have my path change have lead me to where I am today.
Whose career really inspires you?
There are so many people who really inspire me! Oprah obviously, Imran Ahmed from BOF for creating such an important platform, Natacha Ramsay-Levi from Chloe (She used to be Nicolas Ghesquiere’s right hand woman), my manager Vanessa Flaherty, and I just recently listened to an interview of the Dropbox founder Drew Houston which I found so inspiring.
What are you most excited for in 2019?
I’ve been really focusing on self-care and being more mindful in doing whatever it is I’m doing. I’m also venturing into new products which I’m so excited about!
Photography by Annie McElwain Photography
Photoshoot skincare provided by Dermalogica
VIEW THE FULL CREATE & CULTIVATE 100 CONTENT CREATORS LIST HERE.
Create & Cultivate 100: Content Creator: Mama Cax
At age 14, Mama Cax was diagnosed with bone and lung cancer that resulted in a leg amputation at the hip. At age 28, Cax walked the catwalk at New York Fashion Week.
At age 14, Mama Cax was diagnosed with bone and lung cancer that resulted in a leg amputation at the hip.
At age 28, Cax walked the catwalk at New York Fashion Week. Having a disability hasn’t stopped her—she plays wheelchair basketball and goes rock climbing—and she’s a reminder to all of us to be ourselves...unapologetically.
Below, Cax gives her two cents on body positivity, authenticity, and what she’s excited about in 2019.
You made your catwalk debut at New York Fashion Week! Tell us a little about the experience. Were you sights ever set on NYFW?
I started modeling a year ago, and fashion week was never on my radar. There are very few people with disabilities in the fashion industry let alone the catwalk so when the opportunity came up I didn't hesitate. I knew it would be a way to break barriers and help open doors for others by showing it is possible.
You’ve turned a traumatic experience and turned it into something positive. How do you maintain that positive outlook on life?
People often assume that I’m an extremely positive person; the truth is I’m quite the pessimist. But I’m very goal-oriented and ambitious. I think what often keeps me going is knowing that I can’t change the past and the future is not guaranteed, therefore I have no choice but to make the best of the present.
How do you hope to inspire your followers?
I hope I can inspire my followers to dream big and know that they can accomplish whatever they put their minds to.
There’s a big emphasis on body positivity and inclusion in media, especially when it comes to fashion. How do you see social media changing as the movement evolves?
Social media is so unpredictable but when it comes to fashion. It has the power to level the playing field. Before social media, models were recruited at malls and on the streets by “experts” and only a select few (thin, tall, young & white) could be models. Social media has shown the different kinds of beauty that exist while giving a voice to those who have been underrepresented. Unfortunately doctored images of women are still very much present, even in the body positive community. People are seeking diet plans and cosmetic surgeries more than ever and social media is one of the culprits. I think people will continue to chase unattainable bodies (whatever that looks like in the future). I do believe that there are positive bubbles on social media; as consumers it’s up to us to decide if we are going to follow accounts that make up desperate and enviable or follow those who make us appreciate who we are.
What about your work makes you feel the most fulfilled?
Knowing that my words and the things I do have impacted people that I have never met from across the globe.
Whose career really inspires you?
I don’t think I have one specific person in mind. Women in general; those who couldn't follow their passion but raised phenomenal women; and those who valued the sacrifices of previous women and have followed their passion all while using their power and privileges to empower, uplift and protect others.
What’s the best piece of career advice you’ve ever received?
Whenever I doubt myself, a friend always tells me “ You can do it, you’re Mama Cax”—which taught me that there is power in owning your story and knowing who you are. Now whenever I have doubt I whisper to myself “I am Mama Cax” it has allowed me to not take anything less than what I deserve.
Where does your passion/drive come from?
When others doubt me or simply tell me I can’t, I get this evil grin on my face ready to prove them wrong.
When you hit a bump or hurdle in your career, how do you find a new road + switch gears to find success?
I have encountered several hurdles but I think i’m relentless and armed with several plans so I always pull through. What has really helped me is having a main goal and whatever obstacle steers my wheels will put me on a different path but my eyes and heart remain on a main goal. It helps to keep reminding myself that this is not a race so it’s ok to slow down.
What’s next for you? What are you most excited for in 2019?
In 2019 I plan on accomplishing a lot but also taking lots of time for self care and pampering myself. I’m excited about some fashion and beauty campaigns I have coming out soon.
I recently started a degree in disability studies, hoping to further my knowledge in order to be a stronger advocate for inclusion.
I’ll be a speaker at SXSW in March furthering the conversation on inclusive design to discuss “How Adaptive Design is Transforming Brands.”
My biggest mission this year is to run the New York City Marathon In November—lots of training ahead but I’m excited to see how far I can push and challenge myself.
VIEW THE ENTIRE CREATE & CULTIVATE 100 CONTENT CREATOR LIST HERE.
Create & Cultivate 100: Content Creator: Joy Cho
“You have to look at your strengths and what makes you unique to help you decide where to expand next.”
Joy Cho is the OG blogger. She started her namesake blog, Oh Joy!, in 2005 (the stone ages, when you consider Instagram launched in 2010), with no intention of taking it full-time.
Then social media happened.
The internet boomed, and so did Joy’s career. She became a household name in the blogger space, hiring a full-time team of employees and taking on partnerships with dream brands like Target and Urban Outfitters to design everything from wallpaper to Band-Aids to baby clothes.
Amidst it all, Joy keeps a level head, reminding us to focus on our priorities and know it’s OK to ask for help. This boss blogger is charging full speed ahead in 2019, and we’re so excited to see what she does next.
You were one of the first bloggers in the lifestyle space. How has the industry changed, for both better and worse?
I started my blog in 2005 before social media really exploded into what it is today. To be honest, I had no idea what I was doing back then since those of us that started in the OG days were really all doing it for fun. There was no model of what blogging could be or that it could turn into a full-time job. Back then, it was much more scrappy. I remember I would take photos of magazine images I loved and then upload those to my computer to post...it was a PHOTO of a PHOTO! Ha! But there was something so innocent and pure about it that I didn’t have any expectation of what I should be doing so I just did what felt right.
The evolution to what social media has become today is a crazy one. It’s become so much more polished and professional which has made all of the content visually stronger, but it’s also made it feel too perfect in some ways. I think we are evolving back to more personal touches and real moments though. And those of us who do create all of our own content are working to still create the images and stories that we do best, but are also working to bring in parts that remind readers that we go through the same ups and downs of life as well.
You’ve grown your business from a blog to a media and product empire. What advice would you give to other content creators on scaling their business?
You have to look at your strengths and what makes you unique to help you decide where to expand next. For me, expanding into designed products was a natural transition because I had previously worked as a graphic and product designer before I had my own business. I knew what to do so it was easier to pitch myself. If you’re great at writing, a book might be the next step. If people are obsessed with your style and taste, then a shop could be a great way to go. Don’t look at what others are doing to emulate their steps or successes, instead look at others’ successes as fuel for your fire to find what’s next and best for you.
Your parents came to the US with $600 in their pockets and created four businesses from scratch. What has their perseverance taught you about business?
They truly taught me that you can create something from nothing. I originally wanted to create a bedding line when I first started my business, but once I looked into how expensive it would be to manufacture those items, and the lack of funds I had in my bank account to do so, I knew it wasn’t the right fit for me. So my company started as a freelance graphic design business because I could earn money right away offering my design services. I didn’t need to spend any money investing in anything new. My parents worked so hard day and night, and I watched that throughout my childhood. At the time, I didn’t understand why or appreciate their hard work, but years later, I have so much respect for all they did and all they sacrificed to build a life for our family.
If you could work with any brand in the world, who would it be?
Oh wow...that’s a good question. One of my bucket list brand goals got checked off when we worked with Target for three years on an exclusive production collection in which time we launched 15 collections with them! I don’t have any specific new brands on my list just yet, but would love to move into working with a car brand, airline, or hotel to bring Oh Joy! within those categories.
What’s been the biggest surprise or highlight of your career to date?
My biggest surprise has been that my career has evolved so much differently than I had expected..and for the better. Because of social media and the ability to use it as a tool for growth, we have ebbed and flowed as things have evolved and I have taken paths I wasn’t necessarily planning and some paths I never even knew existed. I used to plan out my businesses goal with 5 and 10 year plans, but now I love looking just a year or two ahead as it all changes so much so fast that I try to be more flexible and evolve as it feels right.
Can women really “have it all?” Is that a myth?
Yes, they can. But your definition of “having it all” changes over time. I remember when working out 5 days a week was my life. It was what I did in my free time, and I wouldn’t feel like myself if I didn’t exercise. Those were the days before other priorities came into play...having a business with multiple employees, having two kids, building a house, and all the other things that make up my current life. That’s not to say I don’t value exercise (I do!) but something that used to be so important to me now gets a lower priority on my list of things to do because I want to maximize my time with my kids when I am home from work. I want to put them to bed every night, and be there for school drop-off’s. Those are the things that are important to me now. Some day, I’ll get back to my five days a week at the gym ;)
You have to look at your strengths and what makes you unique to help you decide where to expand next.
What about your job makes you feel the most fulfilled?
Ultimately, it's JOY. Joy from the work that we do everyday to bring happiness to others. Joy that I have in knowing I have taken my company further than I could have one my own. Joy that I have happy employees who are all thriving in their jobs. The JOY in knowing that I did this! I am responsible for all of these paychecks, and WOW...how incredible is it that I can have a business that can do that? And JOY in knowing that all of these people wherever they end up going or evolving in the future will take what they have learned with me to their future adventures and affect others in their own way.
What are the common challenges you've seen among female business owners and entrepreneurs?
Questioning yourself..questioning your fees, rates, saying yes or no to a job or client. Men rarely question themselves in business. They decide what they want to do, and they stand by it. Women tend to worry about whether they are priced too high or whether people will like what they have to offer or not. I am so guilty of this myself, and I’m always reminding myself in those moments of insecurity, what would a guy do? I want to see women—myself included—feel more confident to stand by the work, the numbers, the money, and the decisions we make!
When you hit a bump or hurdle in your career, how do you find new roads + switch gears to find success?
Whenever I’m feeling in a slump, I know it’s time to try new things. That doesn’t mean changing my business completely, but what are new ideas, new concepts, new parts of the business I could explore? Even though my work is creative and always different, after a while, everyone needs to change things up to stay inspired and excited.
What does 2019 have in store for Oh Joy?
Ah, so many fun things!
I am getting back into the education side of my business. I used to do a TON of business workshops and consulting before my kids were born, and I’m excited to get back to some of that. I’m launching an online class to teach small business owners how to grow a team. It’s a topic that not a lot of people cover but so many people need direction on especially when they are first getting ready to hire employees.
As for products, we have more pet accessories coming out with Petco. We are launching shoe collections (both for kids and adults!), dinnerware, backpacks, pillows, and more!
On the content side of things, we will continue to create happy content for you daily...some in collaboration with brands and sponsors we love, and some are simply ideas we come up with that we want to share with you.
Finally, I’m currently building a house which will be finishing late summer! I’ve been chronicling the whole thing over at Oh Joy, and it’s been such a fun (sometimes stressful) project that I can’t wait to keep sharing with you!
Photography by Annie McElwain Photography
Photoshoot skincare provided by Dermalogica
VIEW THE FULL CREATE & CULTIVATE 100 CONTENT CREATORS LIST HERE.
Create & Cultivate 100: Content Creator: Alex Elle
“My mantra: no rain, no rainbows.”
Alex Elle is the voice you didn’t know you needed to hear.
The blogger-turned-poet-turned-podcast host got her start as an author in an unlikely way—through self-affirming notes written on tiny pieces of paper (check out her Instagram for a dose of love and motivation). Her breakout book of poems, Words From A Wanderer, was an instant success, and Alex knew she had found her niche.
Over the next few years, she released five more books, including her latest: Today I Affirm: A Journal That Nurtures Self-Care. Oh, and as if that wasn’t enough, she also hosts a weekly podcast called Hey Girl, wherein she has intimate conversations with women who inspire her.
She, in turn, inspires us. Read on to find out why.
Your writing is so raw but so relatable. Did you feel vulnerable sharing it when you were first starting out?
Thank you! I still feel vulnerable when I share my writing. It’s my heart’s work. I think vulnerability is good, so I lean into it. People relate to authenticity and I truly believe that being vulnerable helps amplify that.
What advice would you give to young writers who are nervous to share or publish their work?
Take your time! Don’t be in a rush. Also, be proud of your work prior to public display. If you’re looking for outside validation (on social media) refrain from sharing until you’re able to stand in the truth of your work.
If you weren’t a writer, what would you do instead?
I would want to name cosmetic colors.
What’s been the biggest surprise or highlight of your career to date?
The highlight of my career has been building a community near and far, in person and online. It blows my mind how writing, storying telling, and standing in comradery can shift the dynamics of sisterhood and self-love in such a positive way, time and time again.
Why is self-care an important part of being an entrepreneur?
Self-care as an entrepreneur keeps me level-headed and present. I cannot go without harmonizing time for myself in work and life. Taking care is needed in order for me to be my best self.
Tell us about your “A Note To Self” exercises.
Writing notes to myself, or affirmations, are gentle ways to remind me of my truth and keep me grounded in it. Putting things down on paper is a vital part of my life. It’s a lifeline, almost. Notes to self give me clarity on so many different levels.
What about your job makes you feel the most fulfilled?
Showing other people that there is power in their stories and that they do not need to shrink to make anyone else feel comfortable.
My mantra: no rain, no rainbows.
When you hit a bump or hurdle in your career, how do you find new roads + switch gears to find success?
My mantra: no rain, no rainbows. Hurdles have happened and will continue to. Remembering that I have to face the grit to get to the glory is what keeps me steadfast and moving forward through adversity.
What’s the best piece of advice you’ve ever been given?
It’s better to start over than to stay stuck. - My mom
What are you most excited for in 2019?
Teaching more workshops and retreats and building community through writing practice! I am also thrilled to share my new journal Today I Affirm with the world. It’s going to be a great year.
VIEW THE FULL CREATE & CULTIVATE 100 CONTENT CREATORS LIST HERE.
Create & Cultivate 100: Content Creator: Jenna Kutcher
“Transparency to me is as easy as breathing air, and so sharing the highlight reel of my life doesn’t feel right if I don’t include the struggles.”
If you’ve been on the internet in the last year, you probably know Jenna Kutcher.
The photographer, Instagram pro, podcast host, and new mama has been everywhere this year. Over the past few years, Jenna has grown her small-town photography business into a million-dollar brand. But what we love most about her has nothing to do with her work: Jenna is real. Like, really real. Talk-about-infertility-on-the-internet real. And in a world where feeds are filled with perfectly-curated photos and captions, it’s a refreshing revelation we could all take notes on.
You’d think, given her resume, that Jenna would be one of those “stretched-too-thin, busy-all-the-time” types, but the truth is: Jenna has it figured out. She’s the queen of outsourcing, and she really does practice what she preaches: Focus on what’s important, and success will follow. Below, she talks about why.
You’re a photographer, podcast host, influencer, and condo flipper—you stay busy! What appeals to you about being an entrepreneur with your hands on a lot of projects, versus holding down one 9-to-5?
At the age of 23, I walked away from corporate America and I haven’t looked back. There isn’t a day that goes by where I’m not filled with gratitude the minute I wake up knowing that I get to do what I love (and do it from home in yoga pants) every day. I’ve always been a multi-passionate human being and so I always have a lot of projects on my plate but the diversity keeps me dreaming and creative and it forces me to work smarter not harder and make the right hires. Being an entrepreneur means I get to craft my dream life and I am lucky enough to get paid to do what I love. For me, time is my currency, not money, and so spending each day on things I enjoy means more to me than anything else.
Tell us a bit about your podcast, Goal Digger. What do you hope women feel when they listen to your show?
Oh, where do I begin? The Goal Digger Podcast started as an experiment and has turned into a show that gets over a million downloads each month. When I created the show, I wanted to create a workshop-style podcast where people can leave and take action in their life and business, so the podcast is a mix of tangible takeaways and inspiring stories of women who are out there living and working on their own terms and creating their dream lives (while being candid and honest about the behind-the-scenes mishaps, mess-ups, and mistakes!) I want people to see, learn, and hear about successful women so they can see their own potential reflected in the women who are out there doing it!
What’s been the biggest surprise or highlight of your career to date?
Truly, I’m looking at her right now. I recently had my first baby after a three year fertility struggle and I wasn’t sure how becoming a mom would impact my drive for business and work. For the past eight years, my business has been my baby and so I was fearful that I couldn’t do both. As my miracle babe sleeps next to me right now, I couldn’t love her more but I also couldn’t be more proud of the business I’ve built and will continue to grow. I am surprised at how natural motherhood feels to me, but how I still have that fire in me to do more, create more, and help more women rise up. I want to show my baby girl what’s possible for her and show her that you can be both an amazing mom and a career-oriented woman.
Congratulations on Baby Kutcher! You’ve been vocal in sharing your struggles with infertility, a topic that’s still considered taboo by many. What inspired you to be open about your experience?
I sometimes joke that I’m like Jim Carrey on Liar, Liar; I just can’t be inauthentic. Transparency to me is as easy as breathing air, and so sharing the highlight reel of my life doesn’t feel right if I don’t include the struggles, the hardships, those seasons of trial. Shying away from the hard feels so out of alignment for me and as someone with influence (heck, we all have influence), I want to start a dialogue about the things that a lot of us face behind closed doors and tell the whole story, not just bits and pieces of it. Opening up about my hardships or struggles has opened more doors for real community and relationships to happen online and if I need to be a voice to help others know they aren’t alone, then I will happily step up to the plate. My feed, my online journal isn’t just about marketing or perfect shots, it’s my legacy and you better believe my legacy story has bumps in the road that have made the triumphs even sweeter.
What about your job makes you feel the most fulfilled?
It’s the power of reaching one person that drives me. A lot of people look at the number under their name to measure their reach or impact and I believe in focusing on impacting lives one by one. If I can grow my following one by one, if I can impact one person with a caption, or inspire one person with an episode, I will make a bigger mark than if I focus on appealing or speaking to the masses. I don’t want to add to the screaming match of marketing or social media, I want to whisper the right message to those who are needing it. So each day I focus on connecting on a one-on-one level and pray that the ripple effect will reach all the people who are needing what I am putting out there.
Whose career really inspires you?
Joanna Gaines has really been a hero of mine for so many reasons. Not only is she undeniably exceptional at design, I admire her ability to set up boundaries to protect herself and her family. I love how she’s expanded and scaled her brand in so many directions without losing touch of her taste or who her customer is and how she’s clung to her faith in a way that inspires others. I believe that she’s proof that you can “have it all” and that it’s okay to step back in different seasons to realign with what’s most important to you.
Transparency to me is as easy as breathing air, and so sharing the highlight reel of my life doesn’t feel right if I don’t include the struggles.
If you could photograph any one person or event, who or what would it be?
Oh goodness, this is a tough one. There are so many powerhouse women out there that I would LOVE to photograph. One thing I never tire of documenting are love stories of power couples, the kind of couples who have their own passions and projects but also support and work together for a greater good. I am a giant fan of Michelle Obama, so I think doing a couples session with her and Barack would be so wicked special. I admire them so much as individuals and how they show up for one another in marriage!
You split your time between Minnesota and Hawaii. Why did you decide to buy property in Hawaii, and how does the split time affect your business? Do you work on specific projects in each home?
It’s true, we are lucky enough to spend three months out of the year on our favorite island, Maui. We own two condos, The Kutcher Condos, and enjoy them so much. When we aren’t on the island, we rent the properties out to our friends and followers and invite others to enjoy the spaces we intentionally created. Hawaii has been a really special place for us over the past few years. It started as a bucket list vacation, then we returned for our first month long sabbatical, and now we go there often to rest and relax.
It’s a grounding place for me, so when we go, we work very minimally and try to enjoy the island life and a slower pace. It’s a time for us to recalibrate and come together as a couple. I can be a workaholic because I love my job, so Hawaii is a place where I come back home to myself and dream! We have the absolute best of both worlds being close to family in Minnesota and enjoying the seasons and the beauty of Duluth and Lake Superior and then escaping from the cold to put our toes in the sand.
When you hit a bump or hurdle in your career, how do you find new roads + switch gears to find success?
I don’t consider anything a failure. I look at everything I do as an experiment that can yield results. I mess up often and encourage my team to mess up, too, so we can learn and grow and troubleshoot together. My mantra is that “busy is not a badge of honor” and so I love to systemize, strategize, and plan my work really intentionally so that when I am working, I am focusing on only the things that I can do and delegating the rest. I think it’s important to not take things too seriously and to remember that it’s okay to pivot and pivot often if something doesn’t go exactly how you thought it would. We are always learning, growing, shifting, and dreaming of what’s next and taking a good look at what’s been working, what didn’t quite work, and how we can serve the world better!
What are you most excited for in 2019, both in your personal life and in business?
Man, 2019 is going to be a year unlike any other. With the addition of our sweet baby girl, I knew that I wanted to really give myself time and space to settle into motherhood without the pressure of being on the road or having to commit to a lot of engagements… so I said “no” to just about everything and I have an entirely blank calendar for this year which I can fill based on what feels best for not just me, but my family. I’m putting my head down in new ways and focusing on The Goal Digger Podcast and serving my online community, two things I can do from the comfort of my own home, and then sneaking away to the island with Drew and Conley to enjoy this new season of life and to be as present as we can manage to be. I used to think of saying “no” as a negative thing but now I am reminded of how great it is to protect your best “yeses” and this year’s best “yes” is going to be family first and letting the rest fall into place! It’s going to be an amazing year!
VIEW THE FULL CREATE & CULTIVATE 100 CONTENT CREATORS LIST HERE.
Create & Cultivate 100: Content Creator: Candace Reels
“I started Female Collective as my own self love/self care journey and I’m so grateful that it has become that for so many other women.”
Candace Reels didn’t create The Female Collective for us—but we’re so glad she did it anyway. TFC, an online community and philanthropic organization, aims to help women come together, tell their unique stories, and feel empowered to tackle the missions that matter most to them.
When Candace launched the collective, she didn’t intend for it to be public—she did it for herself as a way to motivate herself and promote self-love. The account grew, and so did Candace’s ambition; she soon launched a clothing line (think “feminist fight club” t-shirts) and pivoted the account to the large-scale community it is today.
We look up to Candace because she parlayed a personal project into a burgeoning space for the women who needed it most. Read more about what motivates her below.
Your company, Female Collective, was founded because you hated your job. Tell us more about how you used that lack of inspiration to build a brand.
I was at a really low point in my life and I needed something to motivate myself to the next step on my life journey. I didn’t know what that would be, but I knew that I needed to create something from my lack of inspiration. That’s when I decided to create an Instagram account where I would post inspiring and motivating content to help get my life together. It’s not always easy to create when you’re not feeling inspired, but it’s definitely what you need to do. It’s important to get how you feel out in your writing, art, or in whatever type of content you create. This release will help you move forward to where you need to go in life.
Who did you have in mind when you created Female Collective?
Honestly, Female Collective started off as my own self love, inspirational, and motivating account. I didn’t tell anyone about the account and didn’t use hashtags; it was literally just a personal account that I created to help me get to the next step in life. What ended up happening was people found it and starting sharing my content. I learned that yes, I started this account to help myself but there were so many other women who were going through the same thing I did and needed this just as much as me.
What has been your biggest opportunity or biggest challenge?
I would say that my biggest challenge has been myself. I tend to talk down on myself and compare myself to others. Which is the number one thing to NOT do when you have your own business or what you shouldn’t do as a human. I found the best way to overcome that is to go within and remember why you started in the first place. The journey is going to be hard, but you must celebrate the small victories and know that there is room for everyone to succeed and your time will come.
What keeps you up at night?
Our current political climate, specifically the GOP and all of the ridiculous things they are doing. Fortunately the Democrats won the House back and that has help me sleep a bit better.
Female Collective isn’t just a community—you also donate to various organizations. What causes has FC helped support in the past, and why do you see giving back as an important part of your business model?
I knew when I decided to create clothing for Female Collective that I wanted to give back to organizations that have been doing great work for years. I find it important to give back because that’s one of the many ways in helping to create the change that we want to see and helping those who are in need. By donating money to these organizations you are helping them stay in business and by helping them stay in business you are helping individuals who desperately need these orgs to live, grow, and learn. Some of the organizations that FC has supported are RAINN, Planned Parenthood, Black Girls Code, Global Fund For Women, Girl Rising, and Everytown.
Who inspires you? Who do you look up to in your industry?
My two biggest inspirations are my parents, they have helped me become the compassionate and passionate human that I am today. My other inspirations also include Angela Davis, Maya Angelou, and Shirley Chisholm. Those three women are ones that inspire the work that I do everyday. What they accomplished in life during an extremely hard time for a black woman helps get me through life challenges today. They were able to do so much in a time they weren’t allowed to. And because of them I have much more opportunity as a black woman to thrive in this society.
What about your job makes you feel the most fulfilled?
Being able to give back to organizations that I love and receiving so many DM’s of women saying how thankful they are that Female Collective exist. They are so thankful for a safe space online were they feel celebrated, supported, uplifted, and empowered. I started Female Collective as my own self love/self care journey and I’m so grateful that it has become that for so many other women.
I started Female Collective as my own self love/self care journey and I’m so grateful that it has become that for so many other women.
What does activism mean to you?
Activism to me means taking a stand for something you believe in or something you’re against. Not just stating it, but taking actionable steps in creating the change you want to see. There are so many ways you can activate in your community, big or small. Marching, volunteering with or donating to organizations that support what you believe in, starting a movement on social media, having courageous conversations with your friends and family, and calling out people when they have done something wrong in your eyes. There are additional ways to go about it, these are just a few.
When you hit a bump or hurdle in your career, how do you find new roads + switch gears to find success?
When I hit a bump or hurdle, I usually take a few steps back and recharge. Sometimes you exhaust yourself to no end and you feel uninspired. I usually talk to my mom, journal, meditate, and read one of my favorite self help books. When you have your own business you’re constantly judging your success to others, feeling lost, and confused. That’s why it’s so important to find ways to get yourself back on track and remember the goal that you set in your mind.
What are you most excited for in 2019?
IMPEACHMENT!! Kidding, not kidding. But the political side of me is excited about the future of the Democratic party. There were so many firsts that happen this year at midterms. This is the first time in American history that we have elected more than 100 women to the U.S House of Representatives and i’m so excited to see what they will do. On the career side I’m excited for the many opportunities that will be coming Female Collective’s way and I hope that more people will learn about what I’m doing and that it continues to be a safe space for ALL women. Last, but not least on a personal side i’m excited to continue my self love journey. The person I was when I started FC is far different from who I am now. I hope I continue to become more confident in who I am and know that I can accomplish anything I set my mind on.
Photography by Annie McElwain Photography
Photoshoot skincare provided by Dermalogica
VIEW THE FULL CREATE & CULTIVATE 100 CONTENT CREATORS LIST HERE.
Create & Cultivate 100: Content Creator: Alisha Ramos
“Impostor syndrome is real. But let me tell you: no one knows what they are doing.”
Alisha Ramos doesn’t want to go clubbing anymore. She’s in her late twenties, and what she craves most is meaningful connections and friendships that matter—if you’re over 25, you probably feel the same. So Alisha created Girls’ Night In, a newsletter that covers culture, lifestyle, and self-care, for homebodies like us. And it caught like wildfire.
Six months into the venture, Alisha quit her full-time job to pursue opportunities with GNI. In just over a year, Alisha grew her newsletter 400-fold (not a typo!). She knew she was on to something, and has since built a simple newsletter into content that more than 100,000 women look forward to receiving in their inboxes every day.
Below, Alisha talks self-care, imposter syndrome, and the value of “no-screen time.”
Tell us a little about Girls’ Night In. How did it come to fruition?
Girls’ Night In is a self-care community and newsletter. Our mission is to help women relax, recharge, and build more meaningful connections in an overwhelming world. I started it as a side project in January 2017 as a weekly Friday newsletter. We now reach over 150,000+ women around the world, and host monthly gatherings offline in several cities!
What do you hope women take away from your newsletter?
Self-care is however you want to define it. The term gets used a lot these days, but ultimately it’s a very personal experience. At Girls’ Night In, we explore the mental, social, and emotional aspects of self-care, as well as the “fun” stuff like what face masks and skincare products we’re loving. It’s a balancing act!
What has been your biggest opportunity or biggest challenge in creating GNI?
Our biggest challenge has been how quickly we’ve grown and serving our audience’s needs. Our readers are super engaged with us and have so many ideas and requests. The challenge is always in focusing our efforts as a team and serving our audience in the best way possible.
Any plans to expand to real-world face-to-face events?
We are! We’re in cities like SF, NYC, Boston, Philly, Toronto, D.C., and more. We host monthly book club gatherings and larger events.
What are the common challenges you've seen among female business owners and entrepreneurs?
Impostor syndrome is real. But let me tell you: no one knows what they are doing. I’ve learned that everyone is making it up as they go, and that’s given me more confidence. If you’re passionate about your mission, stay true to your values, and listen to your customers and audience, then you’re on your way to success. Stay strong!
You made a conscious choice not to include political news in the newsletter. Why?
Our readers are very smart. We make the assumption that they receive their political news and op-eds elsewhere.
What about your job makes you feel the most fulfilled?
Meeting our community members IRL. It’s so nice when a woman comes up to me and says, “I’m so glad GNI exists. I made a friend through it, and I read your newsletters religiously.”
Impostor syndrome is real. But let me tell you: no one knows what they are doing.
What does your day-to-day routine look like?
We now have an office! I was working from home for the longest time. My workday is pretty typical - 9 to 5pm, although of course as an entrepreneur you put in a “second shift” at night. But I’m trying to live out our values and practice self-care at night, and put into place “no screen nights” on some nights so I can spend meaningful time with my friends, family, or s/o.
When you hit a bump or hurdle in your career, how do you find new roads + switch gears to find success?
I did fail a few times in the beginning of my career. It’s especially hard when you’re new to the workplace. I realized that a job I was in was not the right fit for me. I spent a few months doing a ton of self-reflection and experimentation with different types of work before I could finally figure out what spoke to me the most.
What are you most excited for in 2019?
Growing the Girls’ Night In team and community! We have big things in store!
VIEW THE FULL CREATE & CULTIVATE 100 CONTENT CREATORS LIST HERE.
Being Interviewed? Here Is the Only Piece of Advice You Need
Ok.. so it's three pieces of advice. We're givers.
photo credit: Smith House Photography
So. It's finally happened. The day has come when an editor or blogger has reached out to YOU because they want to profile you/your business/your brain on their outlet.
Has the panic set in yet? While there is plenty of advice we could dole out-- be AUTHENTIC ( are you sick of that word yet?), be honest, be prepared, ask for the questions in advance so you can prep, know your audience, know your interviewer and check out their past work-- the list goes on. And while most of that advice matters, we're sharing our top three picks.
1. Contrary to what you just read-- Don't ask for the questions in advance.
Does that scare you? It should. Be nervous. Revel in nervous. The best content comes from a place of discomfort. And as such, the best interviews aren't prepared. If you're accepting the interview in the first place, you should have trust that you're in good interviewer hands. But pre-planned answers and media training. You know your work. You need to trust in yourself as well. Actress Zoey Deutch once told us, "I don't know if media trained Zoey is a role I want to play." And asking for questions in advance is just that-- you playing a role.
2. Do it over the phone or in person.
Everyone has gotten pretty lazy when it comes to the interview. In part, the email Q&A is the fault of the content churn and burn-- you can't produce multiple in-person interviews per day. Transcription is time consuming. It's much easier to send things via email and have the subject do the work for you. Everyone is guilty of this because there isn't enough time. TIME YOU DEVIL.
But WHEN and IF possible always ask to do it over the phone or in-person. Your responses and your personality will shine through in the piece. That's what you want the public to see.
And if you're the interviewer, or green to this whole profession and feel more comfortable conducting an interview over email, today's the day: it's time to step out of your comfort zone. That's where the good content is.
"Today's the day: It's time to get out of your comfort zone."
Tweet this.
3. Learn how to speak in Tweets.
Sure, Twitter may have upped the character limit to 280 for some users, (and man, people don't like it) but you still need to talk in Tweets. Call them "sound bites" or "quotables," just don't call them late for dinner! But really, if you want your interview to be shared (which, is the goal for most) you need to make sure that it is sharable. That doesn't mean dumbing down your language. Brevity is the soul of wit. Wit gets Tweeted. Wit gets shared.
When we get nervous we tend to ramble. Rambling lives at the corner of no one is reading and high bounce rate. Don't overthink sounding smart. Sound human. Be human. (Goes back to not asking for questions in advance.)
Many women we've spoken to are masters at this. Kristen Bell. Sophia Bush. Yvonne Orji.
Examples include:
"Don’t let your feelings of self-worth come from detached clicks."
"Let social media be fun. Don’t let it be important."
"I stand my ground and do my thing as me. I can go toe-to-toe with the next guy."
But they're famous you say. People pay attention to them no matter what. Did you ever think people started paying attention because they knew this was key to mastering the interview?
Think about it.