Leveling Up Your Email Marketing Strategy To Grow An Engaged Email List
Email marketing wasn't always seen as the powerhouse marketing tactic it is today. It’s easy to see why it was often overlooked, being around since the beginning of time (Well, the 90s at least!) It wasn't as nearly as sexy to talk about like TikTok, NFTs, and the Metaverse. But when it comes to hard numbers, email marketing simply converts better than other marketing channels. With analytics baked into email marketing platforms - like open rates, click-through rates, and conversion - it’s super easy to measure, test, pull insights, and optimize.
For growing brands, in particular, email marketing offers a big advantage because you’re delivering your content to an audience that wants it. Unlike other channels, where you’re making bets that someone might like what you have to say, your email recipients have already opted in to receive your content. This means they have a higher likelihood of interacting with content, if it's relevant and compelling.
Having worked with a range of businesses, from founder-led startups to major retailers, to building their brands, here’s some hot tips on how you can create an email marketing plan that grows your audiences, and keeps them coming back for more.
1. Automate, automate, automate.
While sometimes ignored by users of marketing platforms, automation is probably one of the best features of email marketing. Why? Once your automation is set up, a ton of brand engagement and retargeting work is done in the background, while delivering new insights in an always-on capacity.
When we work with new brands, we always look at multiple email marketing “flows” that can be setup separately from the usual daily or weekly branded newsletter. These series of emails are sent automatically at timed intervals and triggered by on-sight user actions. Typical examples include:
A welcome flow for new signups
Post-purchase flow
Abandon cart
Abandon browse
It's helpful to think of email flows as a series of communications that are building a larger narrative arc. For our client The Honeypot Co., we created a post-purchase series, to move customers from purchase to a deeper connection with the “why” behind the brand. From there, we’d encourage them to try additional products, review, and share on the products they had purchased. We kept things interesting by missing up the product-focused emails, brand purpose content, and even added in an emoji-filled story about running out of tampons.
2. Test… but not too much.
Different testing tactics will work better for different brands. Do you have a strong founder story? Experiment with sending emails that come directly from the brand founder. Maybe these are even text only to create the feel of a personal email. Creating urgency with a limited offer, or adding some mystery or intrigue to your email will entice your audience to click through.
You won’t know until you try it out, and testing one tactic against another in A/B testing will give you 1:1 comparisons you can apply to future campaigns. But a word of caution - make sure your tests are set up to give you actionable insights. A/B tests one variable (for instance two different subject lines) at a time, not 10. And pay attention to the cadence of your testing. For Two Blind Brothers, we took the approach of “one big swing” a month. We would do what had worked historically for most of our marketing emails, then try something radically new for a random email.
3. Be reliable, but don’t forget to evolve.
Brand consistency is one thing, but monotony is another. It's easy to get stuck in a rut where brands use the same design templates and subject line conventions for every email. These can start to look like white noise to recipients.
This is especially true if you’re not doing a new product drop every week. When you’ve got a static product line or service offerings, it’s all about repositioning what you have and finding new ways to show the same products. With our client Truffle, a brand that makes sustainable travel bags, they tended only to release a couple of new products a season. Each month we had to get creative using seasonal themes to anchor the brand storytelling, while layering new ways to talk about their core line. We used influencer content to curate edits of products, travel stories that contextualized the products, and reviews from happy customers to bring in personal experiences.
About the author: Katie Klencheski is the Founder and Creative Director of SMAKK, a branding and growth studio whose mission is to help values-led clients build world-changing brands. Katie applies her expertise across content creation, e-commerce, social media, marketing, and digital experiences toward changing consumer behavior, leading to purchasing decisions that are better for people and the planet.
How One PR Agency Founder Uses Mentorship Tactics To Get the Best Results for Her Clients
Working in public relations has been one of the most fulfilling experiences for me. I started my career almost 11 years ago, and I have to say, I’m not the same person I was back then. Not only have I grown as an individual, but also as a business entrepreneur, picking up knowledge along the way.
In the first eight years of my career, I worked for a notable PR agency based out of New York City. It was there that I was inspired to launch my own agency, as my passion for helping and amplifying small businesses, specifically BIPOC-owned ones, grew. I saw the need for these businesses to get as much help and attention as big corporate brands, so I ventured out to start The Bonita Project and do that.
As I slowly built my client roster, I had the pleasure to work with some of today's most popular Latinx- and Black-owned brands, such as Alamar Cosmetics, Second Wind, Pholk Beauty, Valdé Beauty, and many more. My role as a business entrepreneur and a PR consultant turned me into a mentor of sorts, and I now mentor clients and service their PR needs, while stimulating their growth as individuals and fellow business owners. Here are some of the tactics I used to help my clients achieve success in their own journey.
1. Set shared goals
Upon signing with a new client, set a list of business and personal goals. How do they want to grow their business exposure? How about their mission and image as a new business owner? Let them share their dreams (even if they may seem sky high). Let’s face it, we all have these ambitious dreams for ourselves.
I always ask new clients what brands they aspire to be like. Who do they follow closely on social media, and what public figure do they see as a role model? We then work on a list of shared goals together, followed by a PR strategy!
2. Listen and support
Always lend an ear when they have a question or need advice on something, even if it's not entirely PR related. While we know "time is money," my relationship with my clients isn't always transactional. As a small business owner, I want to make sure they can confide in me and share their ups and downs, and even their work struggles. We usually come to a resolution together, while talking through their feelings.
3. Be their number one cheerleader
Root for them and share words of encouragement, whether it’s a comment on their social media or a quick text after they’ve finished an interview. There have been many times when clients wrap up an interview, and tell me they did horribly or didn’t feel as confident. Boost their confidence by showing them that you care and plug in some tips for improvement if needed. There is always room for improvement, and our small business clients recognize that.
4. Set them up for success
This brings me to my next point. You always want to come prepared and ensure you’re setting your client up for success, while clearing their head of any doubts. You can boost their confidence with media training or practice sessions on how they should handle a press interview. Let the client take notes and you’ll see them improve each time.
5. Challenge them to step out of their comfort zone
If there's something about me, I constantly challenge our clients with perspective. As the PR and marketing industry continues to evolve, so does today's consumer. And while some brands may be stuck on doing things the traditional way, I usually come in and challenge the client to stir things up a bit.
My team and I introduce creative ideas, and new influencers and voices to partner with, but sometimes brands will think it's a bit too risky or "not on brand." I usually believe otherwise and give them more context as to why this idea would make sense. Apply the “it doesn't hurt if you don't try it" mentality, and they’ll see the growth. All it takes is being confident in your ideas. You're the expert and more tapped into the industry than the client.
6. Keep it real
There will be times when the client says or proposes an idea that doesn’t sit well with you, whether it goes against your values or you don’t think it’ll be well received. Keep it real and tell them what you are thinking. Keeping it real from the beginning will help the bond between you both go further, and grow stronger.
About the author: Danielle Alvarez launched The Bonita Project in 2018, and since its introduction to the industry - she infuses creative, nontraditional ideas while being unapologetically Latinx. The proud Peruvian-American is drawing from her bicultural experience to make sure she keeps breaking barriers between general & multicultural markets.
Brand DNA: Why It’s Important and How to Define (and Stay True to!) Yours
ABOUT THE EPISODE
Your brand DNA is the heart of your identity as a business.
It establishes your mission and values, makes you unique from your competitors, and gives your customers a reason to choose to buy from you over your rivals.
And if anyone knows how to define a brand’s DNA, it’s Lauren Alexander.
The co-founder and creative director for the clothing line LNA launched the brand in 2006 when she was just 22 years old—with no college education and no experience in the fashion industry.
And 16 years later, it’s clear that she’s found success by staying true to her original vision: to create elevated basics that don’t look or feel “basic” at all. (A feat in an industry predicated on trends!)
In this episode, we chat about how she’s stayed true to her brand’s DNA, avoided pressure to give into fleeting trends, and what the future holds for LNA and the fashion industry at large.
EPISODE TOPICS
How a simple white T-shirt served as the catalyst and inspiration behind the LNA we know today
What it took to source manufacturers, develop fabrics, and launch the perfect line of elevated basics
How LNA's brand DNA was established from the very beginning
Why LNA pivoted to a DTC model after 13 years of wholesale only, and how they continue to grow
Pivoting from Wholesale to Direct-to-Consumer business model and how to maintain both
Utilizing influencer marketing to find brand advocates that truly embody your voice
The rise of social trends, and the importance of creating timeless staples
What kind of mindset is needed to turn your idea into action
The future of LNA and their expansion into more categories
RESOURCES
To connect with Lauren Alexander click HERE
To connect with Jaclyn Johnson click HERE
To learn more about LNA Clothing click HERE
To follow along with Create & Cultivate click HERE
To submit your questions call the WorkParty Hotline: 1-(833)-57-PARTY (577-2789)
LISTEN TO THE EPISODE
OTHER EPISODES YOU MIGHT LIKE . . .
How to Build a Social-First Content Brand With Sami Sage, Chief Creative Officer of Betches Media
The CEO of the 10th Fastest-Growing Woman-Led Company on How to Double Your Revenue
How Mielle Organics Founder Monique Rodriguez Built a Multi-Million Dollar Haircare Brand
THIS EPISODE IS BROUGHT TO YOU BY . . .
CDC Vaccine • Visit the CDC website CDC.gov for additional information you can trust about how COVID-19 vaccines can protect your entire family.
Shopify • Go to shopify.com/party for a FREE 14-day trial and get full access to Shopify’s entire suite of features.
Grow On: How to Double Your Revenue With Elyce Arons, Co-Founder and CEO of Frances Valentine
ABOUT THE EPISODE
Doubling your revenue is no easy task.
You need to set well-defined goals, create meaningful connections with your customers, and discover new distribution channels and marketing opportunities.
Which is something that Elyce Arons knows a thing or two about.
In the midst of a pandemic that has pummeled the fashion industry, the former Co-founder of Kate Spade has led the luxury lifestyle brand Frances Valentine to double (!) its revenue.
Needless to say, I can’t wait to chat with Elyce about how she’s grown the brand exponentially, including the old-school marketing strategy she tapped into to increase the brand’s sales by 40% (!).
EPISODE TOPICS
Her Second Act: Building Frances Valentine
Adapting to the New Online Retail Space
Why She Recommends a Mix of DTC, Wholesale & Retail
Why Pop-Ups Are the Best Way to Test New Markets
The Importance of Regional Retail Spaces
How She Doubled Her Revenue During the Pandemic
Where She Puts The Majority of Her Marketing Dollars
What She Pulls Inspiration From In The Design Process
Her Predictions on Major Fashion Industry Shifts
RESOURCES
To connect with Elyce Arons click HERE
To connect with Jaclyn Johnson click HERE
To learn more about Frances Valentine click HERE
To follow along with Create & Cultivate click HERE
To submit your questions call the WorkParty Hotline: 1-(833)-57-PARTY (577-2789)
LISTEN TO THE EPISODE
OTHER EPISODES YOU MIGHT LIKE . . .
THIS EPISODE IS BROUGHT TO YOU BY . . .
CDC Vaccine • Visit the CDC website CDC.gov for additional information you can trust about how COVID-19 vaccines can protect your entire family.
Shopify • Go to shopify.com/party for a FREE 14-day trial and get full access to Shopify’s entire suite of features.
5 Marketing Mistakes Too Many Small Businesses Make (and How to Avoid Them)
Mistake #2: You ignore your competitors.
Photo: ColorJoy Stock
If you are a small business owner, you are likely juggling numerous tasks to keep the business afloat. Although the goal of many owners is to sell more products or services, very few know how to effectively do so through marketing (on top of everything else).
According to Investopedia, one of the most common reasons businesses fail can be attributed to poor marketing and internet presence. It is no longer enough to have a website or social media page. You must ensure your marketing reaches the right people at the right time with the right message.
While there is no marketing rule book that will guarantee virality or increase customer retention, there are, however, many marketing mistakes that can hinder your chances of growth. Here are the five common mistakes I have seen during my 10 years working as a marketing strategist, and how to avoid them.
Mistake #1: You don’t know your ideal customer.
The first step in any effective marketing campaign is knowing your ideal customer. While many new business owners think of their ideal customer demographically (i.e., age and gender), many do not have a deep understanding of who their customer is psychologically (i.e., interests and desires). Thus, making it challenging to find and target them through marketing.
How to Fix It
Form a detailed description of your target customer; this is also known as a buyer persona. A buyer persona is a fictional person who embodies the characteristics of your ideal customer. To help build a strong buyer person, conduct market research from your customer base through surveys and interviews.
The goal of this market research is to deeply understand how and why your customers make certain buying decisions. These findings will help you create detailed content and messaging that appeals to your target audience.
Mistake #2: You ignore your competitors.
No business can operate in a complete bubble. However, many business owners prefer not to look at their competitors in fear of losing focus or becoming a copycat.
How to Fix It
Running a competitor analysis can help you understand your competition’s strengths and weaknesses in relation to your own. Tools such as Facebook Ad Library and SpyFu allow you to view your competitors' marketing campaigns.
Analyzing your competition will help you better understand your market and how your customers are responding to it. You can use these findings to run more effective marketing campaigns online.
Mistake #3: You focus too little on brand awareness.
According to Small Business Trends, making money is listed as the top concern for many business owners. However, if your ideal customer does not know who you are, how can you make more sales? Many business owners spend too much time focusing on bottom-funnel marketing activities (i.e., purchases), that they forget to establish trust and credibility through brand awareness.
How to Fix It
Focus on building brand awareness through public relations, influencer partnerships, and social media advertisements. Use this opportunity to establish your brand voice, build relationships, and inform your target customer that you are a credible solution to their needs.
Mistake #4: You are not focused on retaining customers.
On average, it costs six times more to acquire a new customer than to retain an existing one. According to a McKinsey study, repeat e-commerce customers spend more than double what new customers spend. So, why are business owners unable to focus on customer satisfaction and retention?
How to Fix It
Ensuring customers stick with you throughout your business life cycle will not only increase profits but yield higher positive word-of-mouth referrals (hello, free marketing!).
To achieve customer loyalty, prove your customers are important to you through rewards, social media shoutouts, and personalized communication. Customers that trust companies they do business with are more likely to purchase again in the future and recommend to others.
Mistake #5: You don’t look at your analytics.
Marketing analytics helps you understand how well your marketing campaigns are working and assists you in recognizing what adjustments need to be made in order to achieve success. However, many business owners complete their marketing campaigns without ever analyzing the data.
How to Fix It
Develop key performance indicators (KPIs) before running any marketing campaign. KPIs are specific, numerical marketing metrics that businesses track to measure progress toward a defined goal. Example KPIs can be digital marketing ROI, conversion rates, and traffic. Set aside time every week to track the results of your marketing. Take note of what is working versus what is not, and use that information to inform your next marketing initiative.
“Many business owners spend too much time focusing on bottom-funnel marketing activities (i.e., purchases), that they forget to establish trust and credibility through brand awareness.”
—Allyssa Munro, Founder of Meg & Munro
About the author: Allyssa Munro is a marketer and published writer with a decade of experience building strong brands for top retailers, organizations, and business leaders, including Lord & Taylor, Dolce & Gabbana, Buxom Cosmetics, and Bare Minerals. Allyssa holds an MBA from Baruch College, Zicklin School of Business, and is certified in marketing research by The Wharton School, University of Pennsylvania. Allyssa founded Meg & Munro, a digital-first marketing and communications agency for beauty and lifestyle brands and the creators who lead them. The agency specializes in public relations, social media, and content creation. Learn more at www.megandmunro.com or follow @megandmunro.
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3 Branding Mistakes Most Startups Make (and How to Avoid Them)
A brand strategist breaks it down.
Photo: ColorJoy Stock
With gorgeous visuals dominating our social media feeds and splashy companies with impeccable design popping up all the time, it’s impossible not to think about branding as a modern startup. But, despite the amount of attention so many founders give their brand identities, I see some common mistakes that can hold their companies back.
The good news is, developing a solid brand doesn’t have to be as complicated as many folks make it out to be. Here are the three most common branding mistakes I’ve seen startups make during my 15+ years working as a brand strategist—and how you can easily avoid them to ensure you’re putting your company’s best foot forward.
Mistake #1: Spending Too Much on Branding
If you’re like most startup founders, you’ve probably spent a lot of time fretting over your budget for branding. Is it worth trying to scrounge up the $50k you’ll need to work with your dream agency?
I’m going to let you off the hook and tell you, no, it’s almost certainly not. What so many founders don’t account for when doing this math is just how often early-stage startups pivot as they’re trying to figure out their product-market fit.
Considering that good design is all about tying your brand to your business strategy (more on that in a minute), you don’t want to invest a lot into your brand until you feel secure in that strategy. If you do, that investment is quickly going to feel like a waste when you realize you need to rebrand to match your company’s new direction.
But you also don’t want to try and create a sexy brand on the cheap. You get what you pay for in the design world, so this usually won’t end up looking as professional as you’d like. Instead, I recommend startups aim for simple branding that allows you a lot of flexibility for future changes. Think of this like a black dress: it’s nothing revolutionary, but it also looks timeless and sleek.
For instance, make a wordmark—your company name in a timeless typeface, à la West Elm or Glossier—instead of trying to create an image-based logo. (I even created a tool to help entrepreneurs do just that!). Use a color-palette generator to choose a few simple colors based on the feeling you want to evoke. And make ample use of the templates available on sites like Canva for everything from websites to business cards to social media posts, customizing them with your wordmark and colors to make them yours. This sort of approach will get you good-enough branding, even on a budget.
Mistake #2: Focusing on Form Over Function
Especially when you’re DIYing your company branding, it can be tempting to choose what you think looks coolest. The problems come when brands solely select design elements based on their beauty without considering their usability in the slightest.
I can’t tell you the number of times I’ve seen brands design funky logos that are impossible to decipher when they’re scaled down to fit in a social media icon, or choose a typeface that looks cool but is challenging for users to actually read, or pick a website design that looks unique but is difficult to navigate.
Instead, make sure you think about your users at every step. When designing your logo or wordmark, test it at a bunch of different sizes to make sure it works. Check your color palettes against accessibility tools that ensure there’s enough contrast to be readable (and that your chosen palette will work for colorblind folks, too). Have a friend try and use your website to see if they’re able to navigate easily to where you want them to go.
Any time you’re making a brand decision, just take a step back and ensure it supports your users rather than getting in the way of them engaging with you entirely.
Mistake #3: Not Tying the Brand to a Solid Strategy
Of course, a DIY brand strategy may not work forever. At some point, once you’ve found your product-market fit, you’ll want to invest in professional design and branding work to take your company to new heights. But too many startups walk into that process with a mood board of what they want to look like, instead of focusing on what they want their brand to convey.
The best brands aren’t plucked out of thin air—they’re rooted in the company’s business strategy. All of the design elements, from the logo to the colors, are carefully selected to align with a company’s mission and goals, to attract their target audience, and to set them apart from the competition.
So instead of spending time blue-skying about your dream design, use your energy to do some actual business exercises. When I work with clients, we go through branding workbooks that ask questions like:
What’s your company’s vision statement? Its mission statement?
What are the in-depth demographics and psychographics of your target audience?
Who are your biggest competitors and what does their branding look like?
What characteristics do you want your brand to be known for?
Yes, working through these types of questions is a lot harder, and a bit less fun, than thinking about your favorite colors and fonts. But doing so will be infinitely more valuable to your brand, and the future of your business.
“Any time you’re making a brand decision, just take a step back and ensure it supports your users rather than getting in the way of them engaging with you entirely.”
—Saskia Ketz, Founder of MMarchNY
About the author: Saskia Ketz is the founder of MMarchNY, an NYC-based branding agency that’s worked with world-class brands like Netflix, Ikea, Timberland, and Mojomox, an online wordmark builder that allows startups on tight budgets to create dynamic, professional-looking logos themselves.
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3 Instagram Trend Predictions for the Rest of 2021
Here’s how to stand out on social right now.
Photo: ColorJoy Stock
With each passing year, it feels like we’re tasked with navigating which techniques are working and which are no longer effective on Instagram for our online growth. And, of course, 2021 is no different. From the head-spinning platform and algorithm changes to the flood of video content to the plummeting reach metrics, it can feel challenging to get ahead in such a crowded space.
But what if I said you could finally cut through the clutter and gain visibility quickly on Instagram by embracing a few trends that are designed to help you grow and monetize your account? In celebration of Social Media Day, Dre Fox, the CEO and founder of TimeOfDre Media, lays out three trends to embrace in 2021 to increase your visibility on Instagram. Here’s how to stand out on social right now.
Trend #1: Live Stream Series and IGTV Micro Shows
Are you comfortable on video? Now is the time to start practicing in the mirror as live and interactive content is on the rise! In an effort to monetize Instagram for content creators, Badge Milestones were implemented this summer to incentivize creators up to $500 for going live. So, you guessed it, we are going to see accounts going live more than ever.
But that's not all! Instagram announced that IGTV will now have ads running for your viewers, earning you 55% of the revenue, which will not only allow for scooping up the Milestones for Lives, but also revenue for turning the recordings into IGTVs.
While you might not have the features yet, getting your audience engaged in these formats will pay off dividends once you are able to monetize and hit the ground running.
How to hop on this trend: Think about a weekly live series that is either educational or entertaining that may pique the interest of your audience. Begin creating this content regularly, so you can a) earn your milestones money and b) earn the IGTV revenue from ads.
The key here is that you want eyes on your content, so the more value you bring and the more interactive and engaging it is, the more money you’ll make over time!
Trend #2: Carousel Posts
Do you have an eye for graphic design and creating interesting visuals? Then this trend is for you! One of the best metrics to track for your Instagram account is how many shares you’re receiving on your content because shares equal new eyes on your page. But when you’re posting images of yourself, while you look incredible, that isn’t considered “shareable” content because it’s non-contextual to strangers.
This is where carousel or swipe-through posts step in! These engaging slideshows, ranging from 3-7 slides (example here), are highly shareable because they usually represent powerful quotes, opinions, or educational information that your audience is looking for.
How to hop on this trend: Identify what would strike a chord or set off a lightbulb for your audience and how you can break those points, steps, or ideas down into bite-size morsels. Lastly, create a simple but engaging graphic on Canva to catch the eye of your ideal follower.
Implement these into your strategy 4-6 times a month and watch your shares increase!
Trend #3: Raw and Relatable Content
This might not seem like a “trend” at all, but the truth is that attitudes on social media are shifting from polished perfection to content that’s more honest and real. The initial perception from my clients is that in order to appear professional or to be taken seriously online, you have to avoid admitting fault, showing weakness, or sharing a negative experience. But this is not always the case! People want to feel a connection with you that transcends likes, comments, and pretty pictures—a REAL connection.
How to hop on this trend: Start by getting clear on the highs and lows that your audience and people in your niche are experiencing. For example, staying healthy while traveling. Next, map out intentional, relatable content about your own struggles with staying on track, a story of how you fell off your goals on a vacation, or sharing any mindset challenges you’ve experienced on your health journey. This content, along with a less curated and filtered feed, will have you winning REAL fans in no time that see you as a relatable person, not the illusion of perfection.
Whether you dive headfirst into live videos and monetization or focus on building deeper connections with relatable content, these three trends are here to stay for the foreseeable future. And those who adopt them early will experience the best growth and visibility.
Which trend will you be hopping on first? Let us know in the comments!
“People want to feel a connection with you that transcends likes, comments, and pretty pictures—a REAL connection.”
—Dre Fox, CEO and Founder of TimeOfDre Media
About the Expert: Dre Fox is the founder and CEO of TimeOfDre Media, a Forbes and Washington Post featured social media agency located in Austin, Texas. After many years of helping Fortune 500 companies improve their social experience and brand awareness online, Dre was inspired to focus on building the brands of small businesses and public figures. Her core passion is helping people just like you, realize their dreams online.
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5 Ways to Ruin Your Reputation Online (and How to Avoid Them)
The mindless scroll is fast-paced and all-consuming.
Photo: ColorJoy Stock
Society has an obsession with social media. That’s no secret. The mindless scroll is fast-paced and all-consuming. And now that social media has emerged as the leading digital marketing strategy, we expect more from brands and influencers these days, which is why a single social media post has the power to make or destroy your reputation.
Social media has changed the game as a way to instantaneously communicate globally and has given brands a direct line of communication with consumers to build trust and connect in real-time. However, it’s an illusion that what you sell is more important than what you say. It’s simply not true. What you say is more important than what you sell.
With the expectation that brands stand for something more these days, it can be tricky navigating the murky waters of reputation. As a brand, you know your consumers want honesty and transparency, but taking that approach isn’t as easy as it sounds. As well-intentioned as some content might be, there is a fine line between being truly genuine or coming across as doing something for a quick buck. Which is why some brands and influencers find themselves in hot water.
It used to be that a brand could be brought into disrepair by unsatisfied customers or angry clients, but these days it’s more likely that you’ll make a blunder that’ll cost you big time in the consumer trust department.
With that being said, read on to discover the five ways you can ruin your reputation online, and what steps you can take to ensure your reputation stays intact.
Don’t Drink and Tweet
Repeat after me: Do not use social media after a few vinos! Not only are you prone to spelling mistakes and grammatical errors, but your moral compass may be slightly off-kilter. Every single thing you say, post or tweet, is public relations. It doesn't matter how incredible your product is, or how great your social ads are performing, all of your hard work can become undone with an alcohol-fueled post.
Beware the Tokenistic Trap
There is an invisible line when it comes to being genuine versus coming across as tokenistic. There is a lot more pressure on brands to use their voice and power for causes that have large social impact, and with that comes the risk that you’ll align your brand to a cause that doesn’t truly reflect your brand's values. Embrace authenticity and truly commit to the causes that set your heart on fire. You’ll have much more impact that way.
Dodge the Delete Button
Ignoring customer complaints is a massive no-no. Deleting comments and blocking genuine customer irks or complaints is not a smart PR move. You cannot control the narrative when it comes to customer feedback, but what you CAN control is how you manage this. Respond quickly, own up to your errors, and remain professional at all times. Remember, no response IS a response, and no one likes to be ignored, especially when they have a legitimate question or genuine complaint.
Two-Faces Isn’t Cute
One of the quickest ways to destroy your reputation is by manipulating your online community into thinking you’re an advocate for a certain lifestyle, but then contradicting that lifestyle in real life. Be authentically yourself, and you can’t go wrong.
Avoid Trash-Talking
The entire point of having a social media presence is to connect and build trust with your audience. So if you bad-mouth a past client or customer online, not only does that send the signal that you’re unprofessional, but it also screams disrespect. Avoid the trash-talk and save your reputation from taking a hit.
“Embrace authenticity and truly commit to the causes that set your heart on fire. You’ll have much more impact that way.”
—Kat Orchard, Founder of KK&O and Just Another Girl
About the Author: With 15 years of experience in PR, Kat Orchard is an Aussie publicist by trade, and owns a creative communications agency, KK&O, and online business, Just Another Girl. After working with medium to large-sized businesses across a myriad of communications projects within her agency, Kat noticed a gap for those who have side hustles or are a small business that cannot yet afford the cost of an agency. And so Just Another Girl was born. Kat is also a loving mother to her three-year-old daughter, Poppy.
About Just Another Girl: Lovingly referred to as JAG, Kat funnels her experience and knowledge, coupled with practical tips into her raw, and at times sarcastic, blog. She specializes in helping female business owners supercharge their words and electrify their PR by offering practical tips and tricks.
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3 Ways to Boost Your Confidence During a Sales Call
And land that new client.
Photo: ColorJoy Stock
When I first started my coaching business, the thing I dreaded the most was hopping on Zoom for an intro call with a potential client. The term “sales call” made me nervous and at times it even felt like the walls were caving in when I thought of making an offer.
Ever felt that way? If so, you’re not alone.
Pitching your services in real-time with a person staring right at you can feel daunting, and in the beginning, it was definitely a challenge for me. I would do all these breathing exercises and meditations right before but still felt uneasy and ungrounded going into them.
Now? I've grown to enjoy sales calls, or what I like to call sales conversations because they're such a great way to build trust with a potential client.
They also usually convert between 35-50%, which is much higher than email offers, which convert at 1%, or webinar offers which convert between 3-5%.
So if you’re anxious when you do these calls, or even dread doing them in the first place, that’s ok! And it’s also important to embody the truth that they’re a chance for you to serve someone, get to know them in a deeper way, and potentially work with them long-term.
Many of my clients, most of whom are also in the coaching, healing, and consulting industry, tend to struggle with this if they’re just getting started. But once they integrate a few key (and very simple) things, they’re off to the races.
Here’s a list of the most important tips and tricks that help boost confidence (and sales) on intro calls.
#1. Focus on the potential client getting clarity and confidence around their goals.
One of the first questions I ask on these calls is, “If you could wave a realistic magic wand, what would you achieve in the next six months to a year?” This helps the person on the call get in a space of possibility and clarity about what they really want. What a gift!
With the focus on them and their needs, you can really tune into their desires and establish a solid rapport with them. And the more presence you bring to the clarity process, the more people will trust you and feel that you care about them.
People buy from people they trust so a side-effect of this is that it increases the likelihood of them investing in you and your services. Win-win!
#2. Keep asking open-ended questions.
The #1 thing I advocate for when it comes to having profitable and feel-good sessions is to not coach during the session. If this is difficult for you, remind yourself of this intention: be of service and bring them to a place of clarity.
By asking great questions, you can reveal what they most need and want, but it’s not usually helpful to try and solve all their problems in one go. Once you get to the offer portion, the same applies. Tell them the basics of your service, let them lead with questions, and if they’re not sure about something, ask an open-ended question.
For example, if they say they don’t feel ready to invest, you can ask something like, “What would make this a yes for you?” or “Tell me more about that.” This often works better than attempting to convince or persuade someone into buying something, since people tend to naturally get defensive.
If you have great questions at every stage of the sales process, your prospect will be more receptive to hearing more about your offer, asking deeper questions about it, and potentially sign-on.
#3. Help them make a decision that feels good to them.
If your goal is to ensure your prospect is happy with their decision, they're more likely to sign on with you on the call or in the future. If they end up signing on at the end, yay! Signing on with you should feel like a celebration for both parties involved.
And if they don’t, make sure they “walk away” from the call feeling good. You never know when they might reach out to hire you! So release any attachment to that outcome and stay open to what may be because ultimately, it’s all of the highest good.
In short, the best rule of thumb to follow for these types of calls is to follow what feels good. This will guide you towards the most intuitive and effective sales process and subsequently lead to more sales. Your gut never lies! So here’s to bringing more ease and flow to this.
“If your goal is to ensure your prospect is happy with their decision, they're more likely to sign on with you on the call or in the future.”
—Kimberly Lucht, Business Coach
About the author: Kimberly Lucht is a business coach who helps women make their first six figures doing what they love. She’s been featured in Money, Business Insider, Well + Good, Greatist, Create & Cultivate, and more.
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You Need to Stop What You're Doing and Make a Marketing Plan Right Now
Here’s why.
Photo: ColorJoy Stock
Very few small business owners want to sit down and write out a marketing plan. Even fewer want to regularly review what’s being implemented, how it’s performing, and what needs to be revised.
I had a realization recently, after coming across an alarming statistic saying that half of small businesses operate without a marketing plan. My realization? Marketing plans are like annual pelvic exams. No one wants to do them, but we know we must so we call, make the appointment, and go in and get it over with.
Unlike an annual pelvic exam, however, marketing plans can make us money. Marketing plans aren’t just nice to have, they’re imperative to planning where we’re going and how we’re going to get there. Baseball great Yogi Berra once famously said, “If you don’t know where you’re going, you’ll end up someplace else.” The same goes for marketing.
Here are seven reasons you need to stop whatever it is you’re doing right now and draft your plan:
Direction: It forces you to think about where you want your business to go, in addition to what’s working and what’s not.
Purpose: It sets measurable goals.
Motivation: A marketing plan creates motivation, and even better, once the plan is in place, it allows you to delegate and have more time to work on the things you are good at and love.
Time: You’ll spend less time reacting to things if you are working proactively.
Value: You’ll provide more value to your clients because you’ll be laser-focused on their needs, challenges, and motivations.
Organization: Your marketing plan will organize your time and prioritize what you are doing. If everything is equally weighted as a priority, nothing is a priority.
Revenue: You’ll earn more money. Do I need to say more?! You’ll maximize all marketing dollars you spend because it’ll be well thought out and you’ll put metrics in place to measure if it’s working.
How to Get Started With a Marketing Plan Outline
I've helped hundreds of small business owners over the years simplify their marketing to have more time and energy to do the things they love. (I've been in business development for 15 years and have owned a strategic marketing agency specializing in small business for the last five).
In my business, we’ve identified four pillars of writing and effectively implementing a successful marketing plan. These pillars are intent, insight, infrastructure, and action. Answer the questions below to get in the right mindset for planning your business. Then go download our free content calendar template, which will help you organize the specific tactics on which to move forward (including blog posts, social media, and email marketing).
Intent: What do I want to accomplish? (Don’t get lazy here. “Get more business” doesn’t count. It’s not specific enough). Identify your SMART goals (Specific, Measurable, Actionable, Realistic, Timely) for the next 30, 60, 90, and 180 days.
Insight: What do I know about my customer? What data do I have about them? Who they are, what they do for work, where they hang out online, what questions do they have, what answers do they need? How long does it take for my customer to make buying decisions?
Infrastructure: What do I have already that can be used for marketing? Content (blogs, brochures, flyers, business posts, etc.)? An email list? Social media channels and an audience?
Action: Given what you've developed as a goal, what data you know about your customer base, and what you currently have, what can you accomplish? Does your goal fit with your overall goal and messaging as a brand? Does your infrastructure allow you to be successful?
Do you currently know enough about your customers to effectively motivate them? What additional assets need to be created? What is the flow of the user experience? What should your audience see first and where should they be pointed next? What information should be offered at each stage?
Brief: Write down what everyone on the team should know about your business, including branding tone, mission, purpose, etc.
Brainstorm: Use what you have and build off of it! For example, we have over 1K subscribers - let’s email them weekly and include offers. We have 5K followers on social media - let’s create a piece of content where they can opt into our mailing list. We have a handful of great blog articles - let’s put them together into a guide and offer it to build our email list.
Schedule: Look back at your SMART goals and your brainstorm list and make 30-day and 90-day plans.
Delegate: Gather your team on a call, review your plan and creative brief, and delegate tasks to get started! (You may only have one other person; that’s OK! If you don’t have anyone yet, consider hiring a virtual assistant)
Review: You will be continuously gathering more data and coming up with more and more ideas. The important part is not to STOP anything and pivot. Stick with your 30-day plan and check things off your list. Review and analyze what’s working, and what’s not, when jumping into the next 30 days.
After you take the time to go through these steps, I guarantee that you’ll feel your creative juices come back. You can move forward with confidence because the basics (the foundational pieces) are being taken care of.
It’s important to understand that there will be cycles to your marketing plan. You’ll start small; you’ll add things over time, based on what’s working and what’s not. You'll pass more things off your plate as they’re up and running. This will leave you the time and energy to actually focus on the part of your business that you love.
Also? The silver lining is that when you have thought things through and made the plan, each thing builds upon another thing. This means that your marketing dollars will be maximized because all the things are working together rather than the scattershot approach created when you throw 5 different things out. Better yet, you can diversify your efforts, similar to those 5 different “things,” but they will all lead back to the same specified goal.
“If everything is equally weighted as a priority, nothing is a priority.”
—Shanna Goodman, Founder of AMP’D
About the author: Shanna Goodman is the founder of AMP’D, helping people build businesses that give them life. She is a brand strategist with 15 years in business development and five of those years as a brand strategy agency owner specializing in small business. She is a regular contributor for Business Insider, Forbes, Fit Small Business, and Working Mother.
About AMP’D: AMP’D arms small businesses with actionable insights to succeed and grow, helping create life-giving, sustainable businesses in the process. With comprehensive programs and resources, we help clients uncover, discover, plan, and implement ways to generate new revenue and a sustainable business. Download our free content calendar template or learn more at ampdnow.com.
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This story was originally published on January 7, 2021, and has since been updated.
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4 Things to Do Before Asking Someone to Collaborate
Teamwork makes the dream work!
Photo: Color Joy Stock
Everywhere you look, it seems like brands are partnering up to run a giveaway, go live on Instagram, or launch a co-branded product collaboration. It makes sense then, that more and more people would be curious about whether or not their business should join the collaboration party, too.
The short answer is YES, you should definitely collaborate. When we come together to share our resources, ideas, and communities with one another, we are so much more powerful than when we do things on our own.
The long answer is, although collaboration can be an incredible strategy to achieve your business goals (especially during the current climate of social distancing), you can totally miss the mark if you don’t lay the groundwork properly first. Before you take a dip in the collaboration pool, there are a few steps to take so you don’t accidentally do a belly flop:
Know your company inside and out
Identify your “Asks & Gives”
Look for the overlap
Get a warm introduction
Here’s how to do it right.
1. KNOW YOUR COMPANY INSIDE AND OUT
This includes knowing your mission (why you do what you do), vibe (how you communicate what you do), audience (who you do it for), offering (what you do), and execution (how you do what you do). Having that information top of mind will make you sound like the ultimate polished business owner, plus it’ll help you identify great potential partners down the line.
It’s also important to have a super-tight elevator pitch that explains who you are, what you do, for whom you do it, and how you do it. For example, mine is, “I’m a collaboration consultant who teaches individuals, entrepreneurs, and organizations to solve problems and achieve their goals by thinking collaboratively and harnessing the power of their network.”
“It’s important to have a super-tight elevator pitch that explains who you are, what you do, for whom you do it, and how you do it.”
Having a clear and concise elevator pitch not only makes it easier for you to explain what you do, it makes it easier for other people to explain what you do when you’re not around (and THAT is how you get great referrals.)
It’s totally fine if you continue to tweak it regularly, in fact, it’s encouraged. My elevator pitch has changed nearly a million times over the last few years, so don’t get too hung up on making it something that will last forever. The most important thing is to make sure it remains true to what your business is today, not six months ago.
2. IDENTIFY YOUR ASKS & GIVES
One of the biggest mistakes I see people make when they begin collaborating is not taking time to figure out what they need to get from a partner in order for the collaboration to feel like a success. If you haven’t identified your “asks” (what you'd like to get from a collaboration), you’re much more likely to take whatever the other party offers you, which may or may not be valuable to you or support your goals. The last thing you want to do is not express your needs, and ultimately feel taken advantage of.
“The last thing you want to do is not express your needs, and ultimately feel taken advantage of.”
Another big mistake is when people aren’t clear about what all they have to offer a partner before entering into a collaboration. Thinking through your “gives” (what you can give in a collaboration) helps you identify all the ways in which you can create an even value exchange between you and your potential partner.
There are four main “asks” and “gives:”
Promotion for your/their offering to the other’s community
Content for your/their channels
Hookups for your/their community
Barters for your/their business
The key to creating a collaboration that won’t make either side feel taken advantage of (a big fear I hear from people who are hesitant to collaborate) is to always aim for an even value exchange. What feels beneficial to one person might not matter at all to another, so it’s important to have an honest conversation at the beginning of the relationship to find out what each side values. That way you can ensure that each partner is getting what they need in order for the collaboration to feel like a success.
3. LOOK FOR THE OVERLAP
Much like romantic relationships, not every brand is going to be the right collaborative partner for you. One of the best ways to know whether a potential partner is the right fit is to make sure you share a similar mission (why you do what you do), vibe (how you communicate what you do), and audience (who you do it for). When those three things are aligned, it’s much more likely that a collaboration will be well-received by both of your communities.
“Much like romantic relationships, not every brand is going to be the right collaborative partner for you”
You can also have an overlapping offering (what you do) or execution (how you do what you do), but not both. If you offer the same thing in the same way, you're basically the same company, and that doesn't make for a good partnership. Looking for the overlap also means finding common ground from the get-go. What is it that your brands (or you and the other person) have in common? When you start from that place, you’re both likely to feel seen and respected from the beginning, which ultimately leads to a better working relationship.
4. GET A WARM INTRODUCTION
It’s always best to start collaborating with individuals and brands you already know personally rather than reaching out to total strangers. I like to encourage my clients to build up their collaboration muscle with some "test and learns" with people they trust while the stakes are low. Once you feel confident about your ability to be a great partner and run a successful collaboration, then you can expand past your immediate circles to the brands you don't yet know.
Once you’re ready to take the leap beyond your first-degree network and begin reaching out to some brands that you don’t know (yet), the next move is to get a warm introduction to them from a mutual connection whenever possible. If you can avoid reaching out cold (meaning they’ve never heard of you and have no connection to you), you’ll increase the likelihood that they’ll respond.
“If you can avoid reaching out cold, you’ll increase the likelihood that they’ll respond.”
Consider how different it feels when a stranger emails you directly vs when a friend connects you to someone via email. Our guard naturally goes up when we see a stranger’s email in our inbox, but the same isn’t true for when someone comes to you through a friend you trust.
The easiest way to figure out who might be able to connect you to someone at the brand you want to reach is by using LinkedIn. When you search for the person at the brand who you ultimately want to connect with, you’ll be able to see what connections you have in common. If you can find someone that you know well enough to ask for an intro, reach out (preferably via email instead of LinkedIn Mail) using this template.
“Collaborating with the right partner can be an exciting, rewarding experience for everyone involved, especially when you go about it intentionally and strategically.”
Just a little housekeeping note: once someone introduces you via email, do them a favor and in the next email response, thank them and move them to BCC. I can’t tell you how many emails I’ve been trapped in long past my warm introduction! Also, remember to reach back out to let them know if anything came of their introduction. As someone who connects people all the time, it’s always nice to know if it worked out.
Collaborating with the right partner can be an exciting, rewarding experience for everyone involved, especially when you go about it intentionally and strategically. Always aim for an even value exchange, and remember that it’s in the overlap where communication, connection, and collaboration can happen. Start there, and the rest will follow.
About the Author: Baily Hancock is a collaboration consultant, speaker, and the host of the “Stop, Collaborate & Listen” podcast who’s on a mission to save humanity with collaboration. Join the Collaboration Coalition Facebook Group to find potential partners and receive Baily’s collaboration templates, tools, and tips.
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This story was originally published on May 26, 2020, and has since been updated.
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I’ve Been a Publicist for 15 Years—These Are My Top Tips for Getting Buzzworthy Press
Spread the word.
Launching a business is one thing, but generating buzz around a business is another thing entirely. In fact, one of the most common questions we get from entrepreneurs, small business owners, and brand builders at both our digital and IRL events (and even on our social media channels!) is: How do I get buzzworthy press? So, to help answer that question, of course, we tapped our network of public relations pros.
Ahead, 17 publicists share their top tips for grabbing an editor’s attention. From writing a subject line that gets a response to securing an interview for their clients, the pros divulge their tried-and-true methods for crafting cold emails that stand out from the crowd, building relationships with media, and more. Scroll on for a masterclass in public relations (and grab a pen because, trust us, you’re going to want to take notes!).
Taylor Osumi
Account Supervisor at Autumn Communications
Experience: 9 years
The Tip: Do your homework! I know it sounds so cliché, but knowing not only what editors cover but how can mean the difference between an immediate pass or a potential story for a client. Make sure to skim topical news each morning and take the extra time to connect the dots and show why and HOW it can ladder back to your client in a meaningful way that audiences will care about. As a gut check, I always ask myself, “If I were skimming the online headlines and news, would this story angle I’m pitching or client news I’m sharing get me to pause and click to read further as a consumer?”
Why It Works: Too often it may seem enticing to take the quick and easy route as a publicist, but it’s easy to forget that media are receiving hundreds of pitches a day on top of meeting their writing deadlines and fulfilling project tasks. I also always remind junior staff that media are people too—there is (really!) a person behind the email address who has passions and interests. Build a rapport with editors and make the effort to establish a true human connection with someone you pitch and interact with frequently—it truly goes the extra mile. Some of my favorite and strongest media relationships have been with people I’ve worked with digitally for YEARS, but have admittedly only met a few times in real life.
Meghan Patke
President and CEO of Modern Currency PR
Experience: 16 years
The Tip: Be authentic.
Why It Works: I always try and encourage my team to step into the journalist’s shoes and ask yourself what you are trying to convey, and why this is a compelling story?
Practice active listening and reading; be informed of what’s out there and take your time.
If you can work your way back from the end goal, and feel confident that you have a timely and compelling “hook,” the rest just flows naturally. You never really need to force a good pitch or idea, and being authentic, well researched and read, and taking your time and enjoying the process of being a storyteller and brand-builder on behalf of your clients is a joyous process. I’m the daughter of academics and English professors, and love getting lost in the art of good writing and storytelling, and to take one’s time in crafting an idea, all in service of advocating for your clients, most of whom have truly remarkable and noteworthy stories to tell. A true privilege to be entrusted with such a responsibility, day in and day out.
Also, another good rule of thumb, quality oftentimes trumps quantity. No longer are we living in a day and age where a press release distributed over a wire service is as compelling or lands your story more visibility. Your goal is to be heard above the noise in this overly saturated market of news and content.
Oftentimes, you work tirelessly for months with one journalist and media outlet on one single long-form story that so beautifully captures the spirit of the client and experience—it’s so well worth it, and something I truly treasure. And as always, keep the long game in mind.
Kamari Guthrie
Founder and CEO of Kamari Chelsea
Experience: 16 years
The Tip: I tell my clients who are looking to get noticed, "Do something radically good." Millennials and Gen Z now make up billions in consumer spending, and they are most loyal to brands that are going beyond authenticity, and status quo charity. They're falling in love with brands that are leaning in and radically adjusting their strategy to do the right thing. For example, if a brand is the first to start including more diverse people in their ads and ethos (think Barbie or Calvin Klein's latest ads with Chika), or if a brand is treating its employees with fair pay, respect, equity, and inclusion (think Jose Andres paying his furloughed employees during the COVID pandemic), it is more likely to become buzzworthy than a brand that simply donates proceeds of a product one-time or occasionally does employee volunteer days. Think about how your brand can create a "blue ocean strategy" that sets them apart by doing something wildly impactful and good for their industry and society as a whole.
Why It Works: The number one reason this works is that Millennial and Gen Z buyers are the most socially conscious shoppers we've seen, and they want to hear more about brands that are doing the right thing. 93% of global consumers want to see more of the brands they use support worthy social and/or environmental issues. More and more, reporters look for opportunities to tell stories about brands that exemplify "radical good."
Sophie Weill
Founder of Nude Nation
Experience: 11 years
The Tip: This might sound cliché, but the best tip for getting buzzworthy press is being discerning when it comes to who you represent and only taking on clients you are entirely aligned with and believe in. I'd also say that aside from having your finger on the pulse of what is relevant and understanding the mindset of the consumer, the second most important thing is really understanding the demographic of the outlet you are pitching and what type of content gets them the most traction.
Why It Works: Only taking on clients you believe in wholeheartedly works because if you don't, that lack of authenticity will translate in every pitch, you won't be as creative and the editor will see right through ultimately resulting in lack of coverage. When it comes to deeply understanding the outlet and what does well for them this works because, at the end of the day, the outlet is looking for content that resonates with their community and is going to get them the most eyeballs. If your client can offer expertise, a product/service, a testimony or a story that will help the outlet achieve that, then it is more likely than not that they will be interested in running it.
Danielle Alvarez
Founder and CEO of The Bonita Project
Experience: 10 years
The Tip: My tip for getting buzzworthy press is a catchy email subject line and a short upfront, with bullet points that give the press some angle options on how to cover my client. Put your editorial shoes on and think what an editor would headline the story and what they'd want to cover—make their job easier.
Why It Works: I compete with so many other publicists to grasp an editor's attention, and while sometimes my emails get ignored, the ones that don't are because the subject line enticed them to open my email and I kept the upfront short. Sometimes we want to share too much but it can become an overwhelming read. Make it short, sweet, and use bullet points. It's easier to read and gets the pitch straight to the point.
Amanda Jacobs
SVP of AZIONE PR
Experience: 13 years
The Tip: Craft a compelling story, and remember that media covers the news.
Why It Works: A lot of markets are crowded, and for most consumer goods, something similar usually already exists out there so you need to have a strong story and brand narrative that separates your brand from what’s on the market. When pitching a new product or idea, I always ensure the story I’m telling highlights the key points of differentiation; why is this brand/product better than anything else the editor has heard of? I like to remind clients that "media covers the news” and if we don’t have news to talk about, how can we creatively craft a story that positions a brand to culturally relevant news? For example, I like to think about how we can lean into specific narratives or trends that we're seeing in the marketplace, and how our clients are driving those trends and tapping into the cultural zeitgeist.
Alysha Light
Founder of FLIGHT PR and co-founder of Joint PR
Experience: 15 years
The Tip: Share your expertise! Establishing yourself as a thought leader is PR gold. And what’s great about this is you don’t have to do this with every media outlet—even becoming a go-to with just a few in your industry can do wonders for your business and your brand.
Why It Works: Think about what it’s like for writers and journalists today, especially in light of the pandemic when many have seen their colleagues and teams cut or furloughed. They are literally pitched hundreds of times a day, with 99% of people just vying for their attention. You stand out from the crowd if you make it less about what you can get and more about what you can give, both to the writer and also to their readers. Be willing to share your expertise, unique insights, and point of view.
Simona Rozhko
Founder and CEO of evna media
Experience: 9 years
The Tip: Know who you're pitching editor-wise and have a solid understanding of the reader of the outlet you're pitching. It's not a one size fits all approach. There are different types of editors at every publication; features editors, deputy editors, associate editors, managing editors, directors, etc. Similarly, there are different demographics and lifestyle habits of readers at each outlet. While stories and angles can overlap sometimes, it's important for publicists to keep grooming their research and be diligent about the pitch angle they're sending to an editor and their respective outlet.
Why It Works: If you're not already close with the editor, they will feel a sense of thoughtfulness from you knowing what their lane is. The worst thing is getting pitched something that doesn't fall into their vertical or vein. The more you can relate your client, brand, or product to an editor and outlet's reader the more it makes sense for them to be featured. This works for evna media pitching strategies a lot. You should be pitching smarter, not harder. It's a two-way street though, editors need publicists just as much as publicists need editors. We run into responses like "kindly passing on this" too, but sometimes that offers an opportunity to brainstorm together where you can counter with a different angle or something that might make more sense for their editorial calendar for that moment. We are storytellers for our clients so there are always ideas pumping.
Christina Cattarini
Founder of CC PR
Experience: 12 years
The Tip: Timing is key when it comes to securing buzz-worthy press.
Why It Works: It’s important to constantly pay attention to the news cycle and know what’s happening in the world so you can find new and creative ways to not only work your client/brand into the narrative but also make them stand out.
Laila Dar
Founder of Rani Public Relations
Experience: Publicist for 6 years and an agency owner for 1 year
The Tip: Get straight to the point.
Why It Works: Editors have incredibly stressful jobs. Between juggling meetings, interviews, reading, researching, writing, and the day-to-day stresses of work-life, they’re also being flooded with pitches nonstop. If you were in that position, would you want to sit down and read a six-paragraph pitch about why XYZ brand is so amazing? Heck no! That's why you need to get straight to the point with your email pitch. Pinpoint exactly why your brand story or product is a good fit for that editor’s audience, then communicate that with a quick intro, concise bullet points, and links to your website/social channels. Don't forget to include an image that best represents your brand and the story you are trying to communicate. Before you send that pitch, ask yourself: Would an editor be able to skim through this email and immediately understand what my brand is all about? If the answer is yes, then you’ll be one step closer to buzzworthy press.
Nikole Flores
Head of PR at Little Voice PR (a.k.a LVPR)
Experience: 12 years
The Tip: My #1 tip for getting "buzzworthy press" would be leveraging something that is of the "moment" and/or culturally relevant.
Why It Works: We live in a world where news travels and breaks faster than ever before, so unless you're pitching something disruptive, you need to be able to leverage the current news cycle and what's trending. In order to stay on top of that, you have to have a voracious appetite for reading all types of media and coming up with a strong storyline. A great founder story is something we find very valuable as a way to connect a brand with consumers.
BJ Coleman
President of Image Elevators, Inc.
Experience: 20 years
The Tip: My number one tip for getting buzzworthy press is understanding the art of persuasion.
Why It Works: Your heading, subject line, and the first sentence in your announcement must be attention-grabbing and alluring! Persuasive communication is key to catching the eye of a reporter and convincing them their audience is best to receive your news item. Any true PR professional understands that persuasive communication can get you everything you need—it’s all in how it’s presented and how it’s said!
Ingrid Quiroz
Owner and Publicist of dallasprmaven
Experience: Publicist for 10 years and agency owner for 2 years
The Tip: My “BVT” Checklist
Why It Works: I work with a diverse range of creatives and entrepreneurs, and sometimes they can get ahead of themselves and think they’re ready to get coverage. However, in order to create buzzworthy press, all moving parts need to be aligned. I basically go through a quick checklist that I call BVT (branding, voice, and time) before even considering their story or announcement media-worthy. Each brand/entrepreneur has to have their branding updated and ready, ensure the person who will be connecting with the media is prepared and energized to answer any press inquiries, and also, from a time perspective, they are available to take on these interviews once confirmed. Nothing is worse than pitching, getting interest, and my client isn’t available.
Benjamin Almeter
Founder and Managing Director of Dispatch
Experience: 8 years
The Tip: Create a story worth telling.
Why It Works: Put yourself in the editor’s shoes. Their jobs revolve around uncovering news and telling stories people want to hear. How can you make your story compelling and more newsworthy? Is it a timely hook, identifying a new trend, doing something that hasn’t been done before?
When brainstorming initiatives, new launches, activations, etc with teams—we’re always thinking, “Ok, but what’s the story.” Building the story into the execution itself is a big step in guaranteeing a buzzworthy launch.
We also focus heavily on creating excitement around a story opportunity. If we can’t get the editor excited about the initiatives ourselves, we look to the influences of that editor—i.e., who are they following on Instagram? How can we get those people talking about what we’re up to? That way the editor isn’t just being told by a PR they should be paying attention, they’re stumbling upon the story opportunity themselves.
Rachael Matican
Founder of Rachael Matican Consulting
Experience: 14 years
The Tip: Put thought into who you’re reaching out to and why and be a publicist people want to work with
Why It Works: It’s important to know your client/brand and what you’re specifically pitching and to whom. Make sure you’re doing your homework and finding editors or journalists that will find your pitch relevant. Be informative without overloading, no one wants to read a novel on a new product launch or a generic press release. Tailor your emails to be specific to the outlets and editors you’re reaching out to. Editors get so many emails every day so make sure you’re sending something that makes sense to them.
Also, this may seem obvious but get back to people quickly. Even if you don’t have an update or an answer right away, let the editor know you’ve received their email/request and that you’re working on it. And then actually get it done quickly. This doesn’t go unnoticed and they’ll remember your sense of urgency, even if it wasn’t that urgent. Be the publicist they want to work with and continue going to for their stories, photoshoots, etc.
Lastly, I don’t believe in being overly formal. There is a time and place for everything, but I represent mainly fashion brands and I’m talking about clothing most of the day, there should be some fun with it. I recommend sending emails in a tone that doesn't come across as impersonal or too formal. Seeing a stale subject line or a pitch about a product with no imagery is definitely off-putting. I’ve seen subject lines that look like an email blast, that is a quick way to have your email go unread. Emails to editors should be personalized, maybe you follow an editor on IG and saw they were on vacation recently, mention that. Or perhaps there was an article of theirs that you recently read and it resonated with you in some way, share that with them, especially if it has something to do with what you’re reaching out about.
Jessy Klein-Fofana
Founder and CEO of LaRue PR
Experience: 23 years
The Tip: Share newsworthy, timely info. Info and insights that are relevant to what is happening in the world around you.
Why It Works: “New” is always compelling to the media as is “news.” Things that are definitively related to current events in the news, pop culture, business, are always compelling when pursuing press.
Jane Richards
Founder of JSR Communications
Experience: 9 years
The Tip: Get to the point, quickly! Once you have thoughtfully researched a reporter's beat, lead with what makes you and your company unique—and always include a call to action. If you can share what sets you apart from competitors, you will stand out as an expert in your field, and somebody the reporter would benefit from connecting with. Since reporters receive upwards of 1,000 pitches each day and only have a few seconds to review your email, you need to pique their interest right off the bat.
Why It Works: When you have only a few seconds of a reporter’s attention, succinctly share who you are, what you do that is novel, and why you have a valuable perspective to offer. Being respectful of their limited time is key for media relations. And remember, even if you don’t get an immediate reply, reporters keyword search through their inbox when they are sourcing for stories, so your pitch and call-to-action live on in their inbox and can rise to the top for future articles.
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'Real Stories' From Vistaprint Alum: Jera Foster-Fell, Founder, The Social Media Saloon
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Jera Foster-Fell, Founder, The Social Media Saloon
What do you love most about having your own brand/ business?
There are three things that I love about having my own business: First, I love being my own boss. This means I craft my own schedule, play by my rules, and work towards my own goals. 2. I get to build what I am passionate and excited about. 3. I have the ability to choose who I want to work with and have a direct positive impact on their life, which is incredibly fulfilling!
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?
Let me rewind back to April 2015 to first give you some context. I was a graphic designer, which is what my degree was in, working at various startups and doing a bit of freelance work. Truth my told, I was absolutely miserable. I was working so hard, yet severely under-appreciated and underpaid, to the point where I developed a bald patch on my head due to extreme stress and exhaustion. I had also recently found out I was struggling with social anxiety. I had no friends and zero social life. It was definitely a dark time for me.
It was then also in April of 2015 I made a decision which had a profound impact on my life: I decided to download a 12 week PDF workout guide I had discovered through Instagram. On that same day, I decided to create an Instagram account to hold myself accountable throughout the process, because that’s what I saw so many other women doing.
This was the beginning of my social media career in regards to content creation! I absolutely fell in love with instagram. Through this platform I found community and creativity, which was so very needed at the time.
From 2016 to 2018, in addition to working on my instagram, I was also a SoulCycle instructor, but in 2018, I left to pursue being a full time content creator. By mid 2019, I knew it was time to think even bigger. I was a successful influencer on Instagram, but I wanted to figure out what more I could do from a passion standpoint, as well as what more I could do to develop an additional stream of revenue.
Towards the end of 2019, I began developing my social media strategy business, and in the beginning of 2020, I ran my first ever Social Media Saloon program, which is my three month social media group coaching course where I teach business owners and content creators how to master instagram. Fast forward to current day: I’ve taught over 100 students and I am about to launch the fourth round of The Saloon!
What challenges have you faced in launching your brand / business? How did you overcome them?
The absolute biggest challenge hands down was imposter syndrome. I have taken so many pivots over the years from graphic designer, to fitness instructor, to content creator, to now social media coach, and each time a new path is begun, it’s so easy to let fears of inadequacies or voices that say “who are YOU to be doing this?!” creep into your mind.
What I’ve come to learn is though is that imposter syndrome is something we all feel, and at the end of the day, no one has it all figured out. No one knows exactly what they are doing. We are all figuring out as we go.
The biggest thing is to continue to take action and to continue to show up despite feelings of self doubt, because that is when people usually quit. Instead of saying “why me?!” I’ve learned to replace that with “why NOT me?!”.
“Vistaprint...has been a one stop shop for all things printing and promotional, so I can easily log on, select what I need, upload my designs, and voila! ”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
Anytime it comes to making decisions for my business whether it be for marketing, development, or finances, I try to be efficient as possible. Vistaprint has absolutely fulfilled that need for me as it has been a one stop shop for all things printing and promotional, so I can easily log on, select what I need, upload my designs, and voila!
One of the most important parts of my program, The Social Media Saloon, is the community aspect. Over the course of the three months, the students really bond and develop a camaraderie which is beautiful to see. I want to add to that collective energy however I can, so I decided to develop some merch for my students: sweatshirts, hats, notebooks, pens, and post-it notes. Sending off these packages of Social Media Saloon items has been a wonderful element of surprise and delight for the students when they embark upon their social media journey!
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
I would say that the bulk of the visual elements that make up my business currently are the ways in which I present my brand via social media, so think photography, videography, graphics, etc. Coming from a creative background, these visual elements are an important representation of what I do, and in a more laid back sense, they’re an expression of myself as well. I absolutely love taking creative photos, trying new photos, or incorporating props. I also really enjoy creating short form videos, whether they be for TikTok or for Reels. The rise of different things like trends and transitions has really unlocked a new way of creating for me and has pushed me to think of new ways to show up in social media in a visual sense.
“Don’t wait until things seem perfect or when you feel totally ready. Take messy action. We learn from doing, creating, and making mistakes.”
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
Comparison is the thief of joy. Don’t compare your chapter 1 to someone else’s 57. Everyone started somewhere, and just because someone is “further along” than you doesn’t mean you can’t throw your hat into the ring.
Don’t wait until things seem perfect or when you feel totally ready. Take messy action. We learn from doing, creating, and making mistakes.
Invest in yourself. Sometimes it’s necessary to spend money in order to get to the next level. Investing in a business coach a year ago was one of the smartest decisions I’ve made for myself. It was the most money I’ve ever shelled out before, but it was a pivotal decision in me taking action to create my business.
You’re not here to please everyone. The quote from Dita Von Teese has always resonated with me: “ You can be the ripest, juiciest peach in the world, and there’s still going to be somebody who hates peaches.”
Don’t take yourself too seriously. Remember to find the humor in the everyday and to laugh at yourself along the way.
What would you like to see change for the next generation of female entrepreneurs?
Here’s what I would like to see for the next generation of female entrepreneurs:
To inherently believe in their worth
To fully step into their confidence and voice
To always push boundaries and stereotypes
And lastly, a society that encourages and supports more female entrepreneurs
Jera Foster-Fell went from drowning in a soul-sucking job with no defined purpose while suffering from social anxiety, to dominating the lifestyle sector of social media and owning a multiple six-figure social media coaching business. She has crowned herself the queen of pivoting: from graphic design, to SoulCycle instructor, to content creator, to social media coach. She has built her community to more than 170k on Instagram and 1 million on TikTok (in less than a year!) and now Jera's current passion is teaching all that she's learned to others with her signature course The Social Media Saloon and with her one-on-one clients. Jera coaches on the ins and outs of creating your own personal brand online, the secrets to building a loyal and engaged community, and all the steps that it takes to use social media as a power + positive tool for your business.
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'Real Stories' From Vistaprint Alum: Cass Dimicco, Co-Founder, Aureum Collective
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Cass Dimicco, Co-Founder, Aureum Collective
What do you love most about having your own brand/ business?
I love that everyday is a new challenge. Our team is very small so I’m constantly developing new skills in every area of the business. One day I’m tapping into my creative side designing new pieces or coming up with our next campaign, the next day I’m strategizing business development or coming up with a marketing plan.
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?
I’ve always been someone who isn’t afraid to think differently and take some risks. When I decided to launch Aureum I believed in myself and what I was capable of. I think it’s important to take it one step at a time and trust in your abilities to learn as you go. Sometimes the greatest lessons can only be learned through firsthand experience, so I was not intimidated by not having a formal business background.
What challenges have you faced in launching your brand / business? How did you overcome them?
Right now, our biggest challenge is expanding our team and scaling. Finding the right people is key to growing your business but it’s not always easy to find people with the same level of passion. I’ve been asking my peers who have experience building a team for advice – never be afraid to ask for help.
“Aureum has always relied heavily on visuals to tell the story of our brand. We love being able to utilize the Vistaprint postcards to add campaign imagery and a note from the founders. ”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
Vistaprint's design capabilities and wide product options have enabled me to personalize my product experience and made the customer unboxing experience Instagram-able, which has helped my business grow organically. We include a postcard made with Vistaprint in every one of our orders. It’s the little touches that make a customer want to come back and purchase from you again.
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
Aureum has always relied heavily on visuals to tell the story of our brand. We love being able to utilize the Vistaprint postcards to showcase our latest campaign imagery and include a note from the founders. Exciting visuals encourage customers to share their purchase on social media which has been vital to reach new potential customers. We pride ourselves on having strong campaign imagery and it is one of the most exciting parts of running the business and building our brand. Vistaprint helps make it all possible.
“Don’t always follow the playbook of how things are supposed to be done. Sometimes having no experience is the best way to be innovative and think from the customer’s perspective instead of a business owner.”
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
Don’t always follow the playbook of how things are supposed to be done. Sometimes having no experience is the best way to be innovative and think from the customer’s perspective instead of a business owner.
What would you like to see change for the next generation of female entrepreneurs?
I haven’t gone through the process of raising money for Aureum but when I hear how low the percentage of VC funding goes to female entrepreneurs it’s really disappointing. I hope for the next generation I see more opportunity for women to raise capital to fund their businesses.
Cass Dimicco is an entrepreneur and digital talent. In September 2019, Cass founded jewelry brand Aureum Collective alongside her fiancé, Matthew. Aureum is a jewelry brand of statement pieces designed to elevate the everyday. The brand has quickly grown into a 7-figure business and has been seen on countless top influencers and celebrities, including Kylie Jenner, Bella Hadid, Emily Ratajkowski, and Hailey Bieber. The pieces range from plated to demi-fine and are made in the US and designed by Cass DiMicco herself.
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‘Real Stories’ From Vistaprint Alum: Mary Orton, Entrepreneur, Investor and Influencer
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Mary Orton, Founder, Owning the Interview and Memorandum
What do you love most about having your own brand/ business?
Between my husband and I, we run several businesses and find entrepreneurship to be both incredibly challenging and hugely rewarding. Controlling your own schedule and having the independence to build a business you’re passionate about makes the grueling hours entirely worthwhile. I’m also an unusual mix of right and left brain, so I love that entrepreneurship often provides opportunities to use both business analytical skills as well as creative skills. As someone who started her career on Wall Street, I know that I would not be personally fulfilled by a job that only allows me to utilize one side of my brain!
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?Yes, I’ve definitely always had the entrepreneurial bug. In addition to Owning The Interview, Memorandum, and our other businesses, my husband and I are angel investors and are constantly talking about new, disruptive businesses and industries. Even when we were fresh out of college and both working for large investment banks, we were constantly discussing business ideas.
In many cases, I think the best businesses arise from a challenge you’ve experienced firsthand. Our most recent endeavor which is our digital interview course, Owning The Interview, was born out of our personal experience on both sides of the interview table and our realization that there was a huge hole in the market. We’ve seen repeatedly that even the most qualified candidates are often overcome by nerves, stumbling over the smallest details in the interview process. Yet, no one was providing people with comprehensive interview training that went beyond the superficial “sit up straight and make eye contact” and really dug into the strategies and psychology that make a candidate stand out. We decided to take our combined 30 years of experience on both sides of the interview table, along with insights from dozens of executives and hiring managers from Fortune 500 companies, startups and everything in between to create a comprehensive, universal interview course that provides the real insider tips to approach any interview with complete confidence.
What challenges have you faced in launching your brand / business? How did you overcome them?
I think one of my biggest professional faults is the tendency to be a perfectionist. I’ve learned over the years that when you’re starting a new business, the desire to work on something until it’s “perfect” is often counterproductive. It’s more important to get your product (or service) out in the market, solidify product-market fit, and get customer feedback.
For example, we began working on Owning The Interview almost two years ago and in early March of 2020 we were solidifying a production studio in NYC to help us film all of the course videos and content. Days later, Covid hit and we have spent the entire pandemic at our home in Wisconsin. While it was far from ideal, we had to adjust our plans for the perfect studio setup and professional film crew and create a makeshift studio at home during quarantine, filming everything ourselves. In the end, it worked out beautifully. Maybe our set design isn’t as perfect as it could have been had we filmed in a professional studio in NYC, but our course sales and feedback speak for itself, surpassing our wildest hopes. People have found immense value in the content and the rest just didn’t really matter. Ideally, style and substance go hand-in-hand, but when it comes down to it and you’re pressed against a wall in a pandemic, substance over style wins everytime!
“Vistaprint has long been our go-to for marketing materials, branded merch for our team or personalized items to send to business partners.”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
Vistaprint has long been our go-to for marketing materials, branded merch for our team or personalized items to send to business partners. Whether it’s business cards, t-shirts or even fun items like mugs and water bottles, we know we can always rely on the quality of Vistaprint products.
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
A strong visual brand is hugely important for any business. It engenders trust in the company, makes your business memorable, facilitates referrals and so much more. Especially in the digital age, visual branding that is weak or inconsistent can significantly undermine your credibility, no matter how spectacular your product or service. Strong visual elements, executed consistently wherever your business is represented, can be one of the best ways to communicate with current and prospective customers.
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
You have to be willing to roll up your sleeves and tackle anything that comes your way. No task is too small and no job is beneath you. For example, when I was starting out, I knew nothing about how to create a website and didn’t have the budget to hire a web developer. There also weren’t nearly the same resources online for creating inexpensive, visually-appealing websites as there are today. Instead, I had to spend many late nights researching HTML coding and figuring out how to take a basic wordpress template and make it my own. Would I have preferred to focus all of my energy on the big-picture tasks in building the business? Of course. But especially when starting out, you have to be creative and as the saying goes, there’s no substitute for hard work. Entrepreneurship is not glamorous, despite what social media might make you think!
What would you like to see change for the next generation of female entrepreneurs?
As investors, my husband and I are particularly interested in helping underrepresented founders and this certainly includes female entrepreneurs. Throughout my career, I’ve been in countless meetings where investors ask me questions that they would never ask my husband or other white male business partners. The biases that exist result in female and BIPOC founders receiving disproportionately less funding to start businesses. I certainly hope to see this change for the next generation of entrepreneurs.
Mary Orton is an entrepreneur, investor, and the influencer behind fashion and lifestyle blog, Memorandum. In late 2020, she launched Owning The Interview, the premier online interview course helping every job seeker learn the insider tips to land their dream job. Before starting her own businesses, Mary worked for many years in investment banking in NYC and is a graduate of Georgetown University.
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'Real Stories' From Vistaprint Alum: Krista Williams and Lindsey Simcik, Co-Hosts & Co-Founders of Almost 30
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Krista Williams and Lindsey Simcik, Co-Hosts & Co-Founders of Almost 30
What do you love most about having your own brand/ business?
Krista: Where do we even start? We’re grateful for so many aspects of having our own brand, but what we love most is that we get to be completely true to ourselves and share our own voices. When we feel called to create or share something, we get to follow that intuition — without being blocked or influenced by others’ opinions or objections. When I was in the corporate world, I felt like there were a lot of barriers to creation and innovation. As the leaders of our own brand, we get to remove those barriers (for ourselves and our team) and do what feels right to us.
We also love that the brand evolves as we do. We’re not the same people we were four years ago when we launched Almost 30 (for starters, we’re past 30 now!), so the podcast and brand has grown and matured along with us. We’ve gone through several visual rebrands, new logos, and changes to the podcast to reflect who we are now. Having our own business allows us to have that evolution.
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?
Lindsey: Yes, we have both always been entrepreneurial. Before starting Almost 30, I was an actress and singer, and I worked as a bartender, fit model, and a senior SoulCycle instructor, among many other jobs. Krista worked in marketing in the corporate world, but also had side hustles as a blogger, starting a travel business, nannying, and serving. We both always knew there was “more” for us — that there was a more impactful way to share our gifts. We met when I was an instructor at SoulCycle and Krista was auditioning to be an instructor. We were transitioning from our 20s to 30s, and we both felt really lost. We started having deep conversations around growing up, purpose, fear, and rejection. We thought we couldn’t be the only ones having these feelings, so we brought our conversations to a podcast. It took a LOT of work (we recorded for 7 months before putting anything out there and balanced full-time jobs with podcasting for 2 years), but making that leap was the best decision we ever made.
What challenges have you faced in launching your brand / business? How did you overcome them?
Krista: We launched our show before podcasts became really mainstream, so there was no blueprint for how to do this. In fact, some people told us we were crazy for putting so much of our blood, sweat, and tears into this thing that no one else was doing. That was our first big lesson to tune out unaligned feedback and follow our own intuition — and we always come back to that lesson.
In the beginning, we had to figure out in real time how to record quality audio, grow our numbers, get sponsors, and structure our pricing. We didn’t have a lot of other people to look to and model ourselves after. That turned out to be a huge blessing because we got to follow our gut, experiment, and figure out what worked for us — and that paid off in a big way.
“Vistaprint has helped us express our creative vision in so many different ways”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
Lindsey: We love that Vistaprint has helped us express our creative vision in so many different ways. We used Vistaprint to create thank you cards to send to our podcast guests, which adds a personal touch that helps us build authentic relationships with our customers. When we were on a worldwide tour to meet our community in person, we used Vistaprint to create beautiful signage that made the events feel even more special. And most recently, we launched a line of sustainable slow fashion merchandise. We used Vistaprint to create stickers and postcards that we sent with each product. We were able to translate the branding and aesthetic of our merchandise onto these postcards and stickers, and it added a special touchpoint when customers received their purchase.
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
Krista: Visual elements are hugely important to our brand — they help us express who we are, how we’ve grown, and what we represent. Whether it’s graphics on our website (we just rebranded it with a new look!), social channels, downloadables, merch packaging, or podcast art, our look conveys our vibe and it helps attract the people who resonate with us.
“I hope that the next generation feels more free to express themselves openly, take risks, and try things that have never been done before.”
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
Lindsey: I would tell them, before you do anything, get really clear on the intention behind your business. Why are you launching this? Why are you passionate about it? Who is it serving? Having this idea in your head isn’t enough — speak it out loud, write it in a mission statement, infuse it in your branding and marketing. This intention may change over time, and there’s absolutely no shame in change (that’s called growth!), so revisit your intention every year or 6 months to make sure it still resonates.
What would you like to see change for the next generation of female entrepreneurs?
Krista: I hope that the next generation feels more free to express themselves openly, take risks, and try things that have never been done before. I think they’ll be fortunate to have a lot of amazing role models from this generation of female entrepreneurs, so I hope they learn from us but also do things in a completely new way that keeps us all evolving.
With 400+ episodes and more than 20 million downloads, the Almost 30 Podcast has been hailed as “The Best Wellness Podcast to Listen To Right Now” by Covetuer and nominated for “Best Wellness Podcast” and “Best Spirituality Podcast” by iHeart Radio. Hosts Krista Williams and Lindsey Simcik are your virtual best friends, impactful female founders and seasoned event speakers as seen on the stages of Create & Cultivate, BlogHer and POPSUGAR Play/Ground to name a few. Almost 30 is the go-to place for heart-centered, hilarious conversations and real, raw, impactful interviews with brilliant guests. In each episode, Krista and Lindsey dive deep into everything from modern spirituality to health and wellness, aliens to entrepreneurship, and social justice to self development. Almost 30 also hosts life changing events and retreats, as well as provides courses, workbooks and programs to assist in your spiritual and emotional evolution.
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'Real Stories' From Vistaprint Alum: Remi Ishizuka, Founder of RRAYYME, Co-Founder of HōmeBodies
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Remi Ishizuka, Founder of RRAYYME, Co-Founder of HōmeBodies
What do you love most about having your own brand/ business?
I love coming up with fresh new ideas for content, setting goals and figuring out how to achieve them. I also love connecting with like-minded individuals and brands, all while empowering others on their own journeys!
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?
Growing up, I saw my dad run his own business, but I never thought I had it in me to do the same. I was working corporate jobs 9-5, but I felt unhappy and unfulfilled. It wasn’t until I made a decision to better my own wellbeing from the inside out (exercise and eat healthier) when everything changed.
I started sharing a different breakfast recipe each morning on my Instagram, mostly to keep myself accountable. Without realizing it, I started impacting the people around me. Looking back it was the consistency of posting something of value every single day and connecting with others that led to more opportunities. Eventually I quit my full-time job in corporate, became a content creator, and now a co-founder of a popular at-home fitness program called, HōmeBodies.
What challenges have you faced in launching your brand / business? How did you overcome them?
At the beginning of the pandemic, my boyfriend and I hopped on Instagram every single day at 9am and led a full body workout on IG LIVE. During this uncertain time, people following along met us every morning on their mat. It was how we connected during a time of isolation - It created a sense of normalcy.
We became a super tight knit community, and after 3 months of free workouts, some technical setbacks, and people wanting a better experience, we decided to launch our own subscription-based fitness program.
The challenge we initially faced was the push back that came from turning a free service into a paid one. I learned that we can’t make everyone happy, but we sure as heck will try! While we knew our price point was on par with what we were offering, we wanted to give as many people as possible the opportunity to benefit from our program. One week later, we added a different package at a lower tier so people who wanted to join HōmeBodies, but couldn’t afford the full program could still weave in creative movement into their schedule 3-4X a week.
“The process was a breeze, the quality was amazing and all of our customers were so excited about it.”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
Vistaprint's wide selection of product options has allowed us to connect with our customers and enabled us to personalize the customer experience for our very first physical product launch, Deck of Cards! We created custom stationary through Vistaprint and included a handwritten note in every order to elevate the unboxing experience. The process was a breeze, the quality was amazing and all of our customers were so excited about it, which is exactly what we wanted.
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
I’m huge on aesthetics. Visually, I wanted HōmeBodies to feel luxe and unisex, but most importantly minimal since that is our bottom-line philosophy. Branding is important because it’s a direct reflection of not only the product, but the community you cultivate. When someone visits our website or unboxes a product from us, we want them to immediately feel what HōmeBodies embodies, if that makes sense? People should feel empowered to make incredible changes on their health journey, while also feeling accepted and welcomed as they are. Their power comes from within themselves and HōmeBodies helps them realize they don’t need to take excessive measures to get there.
“What you focus on, thrives. If your heart isn’t in it, your audience will know (sometimes even before you do). ”
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
1. What you focus on, thrives. If your heart isn’t in it, your audience will know (sometimes even before you do!). Don’t build or sell / promote something you don’t 100% believe in.
2. Social Media is free marketing, so use it, but remember you don’t own the platform AKA - it could go away tomorrow - we have no control over algorithm changes or guideline updates. Make sure you start to gather your communities’ emails. Create a free offer with SO much value that they want to sign up and give you their email. Oh, and keep offering them value. If you offer killer FREE value, they will trust you when you decide to create something they can buy. I missed out on that for years until the launch of HōmeBodies .
What would you like to see change for the next generation of female entrepreneurs?
This has already started happening, but I can’t wait to see more and more content creators turn into entrepreneurs in their own right. Creating their own products, growing their teams and using their platforms to solve problems and inspire their communities!
Remi Ishizuka is an LA based health and wellness expert. Remi shares relatable tips - making her channels a place for her community to access her daily workouts, healthy recipes, skincare tips, and love for her pups. She is also Co-founder of HomeBodies a successful virtual online workout program that consists of 365 unique workouts a year.
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'Real Stories' From Vistaprint Alum: Whitney Rife Becker, CEO/Founder, The Retail Therapist
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Whitney Rife Becker, CEO/Founder, The Retail Therapist
What do you love most about having your own brand/ business?
I love being my own boss and that I have been able to create a lifestyle that I love. I get to be a wife, a mom, I get to travel and experience life, and most importantly, I get to make women feel good about themself and express themselves daily with the cutest clothes, accessories, and shoes on any budget.
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?
Yes, it honestly started with selling food in a play kitchen, then in 4th grade, I made staple necklaces and bracelets, and sold them for $0.25 each. My parents both work hard and own their own business so I learned a lot from them. I have worked for as long as I can remember and had always wanted to own a boutique one day. I loved shopping and my mom had always dreamed of owning a boutique as well. It is so fun to get to do it alongside her and with the help of my brother we have turned our little dream into a big reality. I had no idea owning my own boutique would turn into becoming a Fashion Blogger/Social Media influencer as well and then open the door to owning a tanning salon as well – but that’s the fun!
What challenges have you faced in launching your brand / business? How did you overcome them?
In every business there are always challenges and curve balls thrown your way. Going to the Apparel Market the first time was overwhelming and I could have planned better for it but it only took one trip to learn what works best for us. There were days we had a negative bank account and some days we didn’t know how we were going to pay our employees. What I did know though is that this was my dream, my baby, and we were not giving up. Beyond the first year, 2020 as a whole was really tough for any small business. Thankfully with our online store and the power of social media we were able to adjust and keep going.
“ Vistaprint is essentially an extension of my business, and my go-to source for all of my marketing and packaging needs – business cards, flyers and sale flyers, pens, masks, and more.”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
I have used Vistaprint since The Retail Therapist opened online almost 8 years ago. Vistaprint is essentially an extension of my business, and my go-to source for all of my marketing and packaging needs – business cards, flyers and sale flyers, pens, masks, etc. Each order from the boutique gets a cute postcard as well, designed right on Vistaprint. You name it, Vistaprint has always been there for us. I’ll never forget the day I was able to order personalized bags from Vistaprint for our storefront.
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
I love to update our packing based on whatever season we are in plus sometimes like to include special discount codes plus features and highlight customer photos or influencers we are working with. If it is Christmas, every order gets a Christmas card, if it’s summer, you may get a cute summer card with return policy + if you tag us in a picture on social media, you may even see yourself on the mailer. It is so nice to be able to depend on Vistaprint to update all packaging plus ship in a timely manner and be so affordable. Every penny counts when owning a business and I am thankful Vistaprint is always cautious of that.
“YOUR time is now. While you’re waiting, someone else is already a step ahead of you.”
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
DO IT! Quit searching for answers to questions you may have. Not every business is ran the same and you have to do what is best for you and your business. In today’s world, it’s so easy to compare your start to someone else's middle, especially with social media. STOP doing that and just start. You can’t wait on someone to get back to you with an answer that you just sent a question to via DM. You may always be waiting. YOUR time is now. While you’re waiting, someone else is already a step ahead of you.
What would you like to see change for the next generation of female entrepreneurs?
I would like to see females not worry about being a female. I started my business over 8 years ago when females were not as far along as we are now. Women clearly deserve to have CEO after their name and I’d love nothing more than for another female to never have to worry again IF she can do it all because SHE CAN.
Whitney Rife Becker is the every girl's girl. As a wife, mother, and entrepreneur, Whitney documents her love of fashion, food, and daily real-life experiences as a working Mom on her blog and other social media outlets. Coming from a small town in Virginia where she owns a women's clothing boutique and tanning salon; Whitney now resides in Murrells Inlet, SC with her husband, Shawn and son, Bo. After starting her blog in 2011, Whitney has reached over 400,000 followers across her social media platforms. Her signature style mixes high end designer pieces with everyday affordable styles. You can find her boutique storefront in Tazewell, VA or shop online at www.shopretailtherapist.com
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'Real Stories' From Vistaprint Alum: Jaclyn Johnson, CEO and Founder, Create & Cultivate
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Jaclyn Johnson, CEO and Founder, Create & Cultivate
What do you love most about having your own brand/ business?
The ability to make decisions quickly – especially in 2020 when things changed overnight. We were able to pivot quickly and decisively, which in turn saved our business and grew our brand exponentially.
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?
No! Despite the fact that I grew up with an entrepreneurial family, I found myself in the corporate rat race early on. I was laid off from my corporate gig and left to figure out what I wanted out of my next career move, and accidentally fell into starting my first company – it worked out for the best.
What challenges have you faced in launching your brand / business? How did you overcome them?
We are a completely self funded entity with high growth, and scaling has always been a challenge. From knowing when to hire to when to invest in technology, it’s always a game of chance. For us, a major shift in our business happened when we brought on our COO, who really helped create systems and processes that gave us the runway to grow productively.
“Vistaprint makes it easy to create and customize marketing with easy-to-use digital tools and design-templates!”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
Vistaprint makes it easy to create and customize marketing with easy-to-use digital tools and design-templates! We have been wanting to design Create & Cultivate merch for awhile, and it felt like an arduous process with large minimums and high costs. Vistaprint, made it easy to test drive different products – from totes to hoodies – to see what our audience liked most!
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
BRANDING is so important when you are building a BRAND! The visual representation is part of your brand’s DNA from day one. Create & Cultivate’s signature pink/beige color has been our guiding principle throughout our design and in many stages of the business over time. It has become a signature of the brand, to the point where people will say “that’s so C&C!”
“Create your own momentum. Don’t pay attention to what everyone else is doing.”
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
Create your own momentum. Don’t pay attention to what everyone else is doing. Focus on your brand mission, and keep on creating from there.
What would you like to see change for the next generation of female entrepreneurs?
I would love to see more women having access to capital, whether its venture capital or angel investing. Women need money to see their ideas through, and need to be in the rooms where deals are being made.
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'Real Stories' From Vistaprint Alum: Hayet Rida, Founder, That Hayet Rida
Explore ‘Real Stories’ from Vistaprint Alums, and learn how entrepreneurs use Vistaprint to grow, adapt, and evolve their business.
As part of our Create & Cultivate x Vistaprint Brand Campus, we’re sharing all the ways that Vistaprint can help you grow, adapt, and evolve your business. Discover "Real Stories'' from Vistaprint Alums, and learn how entrepreneurs use Vistaprint as a one-stop-shop for all of their small business marketing solutions.
Whether you’re sourcing a physical product, seeking digital design services, or simply looking for inspiration, Vistaprint is the marketing partner that enables small business owners to elevate their brands – at every stage of their journey. Read on to discover how real business owners use Vistaprint's design capabilities and wide product selection to help their businesses grow organically—and how you can too.
Hayet Rida, Founder, That Hayet Rida
What do you love most about having your own brand/ business?
My favorite part about having my own brand and business is the connection to the community. As an entrepreneur, we tend to think we are just selling ideas or products – but our businesses are really an avenue to connect deeper with the community.
Have you always been entrepreneurial? What led you to take that first step and establish your own brand/business?
I would say, yes – I have always been entrepreneurial. When I was about seven I started making bracelets out of beads. I had no idea what ‘business’ was but I understood at some level that I was making something other people would want, and that I could sell it to them. It took me a bit longer to cultivate the confidence to make the leap to full solopreneur, but I’m glad to be where I am now.
What challenges have you faced in launching your brand / business? How did you overcome them?
The greatest challenge I faced launching my business was getting out of my own way. I would overthink everything, wondering what if it didn’t work – but what if it did work? What if I don’t have enough time? What if nobody likes my product? At the end of the day I realized that I did not have the answers to those questions. And the only way I would be able to get the answers to those questions was if I gave it a try.
“I trust Vistaprint to help me create quality products that reflect and elevate my brand.”
How has Vistaprint helped you grow, evolve, or adapt your business? What are some of the tools and services you have used and how did they help you?
For one of my businesses, Aïya Candle Co., I wanted to convey a luxury experience to our customers with beautiful visuals in our shipping boxes. I used Vistaprint to design beautiful, high-end campaign cards, which really helped to elevate the entire experience. As for my other business, my blog, I like to keep stationary on hand to surprise my supporters with a handwritten thank you note from time to time. Through Vistaprint, I was able to create a quality set of ‘thank you’ stationary, which not only reflected my brand and my business, but my relationship with my community.
How do visual elements play a role in your branding? How are they important to your overall marketing strategy?
Visual elements are the key to branding. It’s not just the imagery and the photography, but how you communicate your brand message all the way down to your notepads, the stationary, the product packaging, and all of the things in between. I trust Vistaprint to help me create quality products that reflect and elevate my brand, without having to worry about ordering high volumes.
“We don’t always have to have these big audacious ideas. Sometimes the true value lies in the smallest idea executed by the smartest people.”
What tips would you give to other aspiring female entrepreneurs to help them launch or scale their businesses?
My only advice to other business owners and entrepreneurs, especially women, is to get out of our own way. Often we seek other people to help nurture us into the confidence to launch our business. But the sooner we realize that though we must work together, believe in each other, and share a vision, ultimately the chance is ours to take. And last but not least, know that it is OK to fail. Failure is a part of growth. When you fail, you learn, you adopt, you grow.
What would you like to see change for the next generation of female entrepreneurs?
I hope the next generation of female entrepreneurs is not afraid to share and build their ideas – even if they seem silly or obvious. Some of the best ideas are low hanging fruit and we wonder why someone hasn’t done it already. Well, the reason why nobody has done it, is because it’s for you to do. We don’t always have to have these big audacious ideas. Sometimes the true value lies in the smallest idea executed by the smartest people..
Hayet Rida
When I was starting this brand, I wanted it to be more than just a product, but a full experience that was built on not only my vision, but a strong team of black women. In every production, and visual decision I chose to hire 100% black women. Every product is the labor of our own vulnerability, trust in ourselves and desire to remind our customers that they deseve black owned luxury.
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