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How to Monetize Like a Pro Creator- Top Takeaways from MAVN’s Workshop at Future Summit

Relive our inspiring workshop from Future Summit in Austin, TX with MAVN Founder Olivia Ormos. Let’s just say—she understood the assignment. From negotiating usage rights to choosing the right affiliate platform, this session was packed with gold for any creator looking to level up their brand deals and revenue streams.

Here are a few top takeaways:

Helpful steps to define your online brand as a creator or a business online

In this workshop, Olivia emphasized how defining your social media presence isn’t just about aesthetics; it’s about clarity. When your voice, visuals, and values align, you build consistency, and with consistency comes influence, trust, and growth.

Break Down Your Rates (and Know Your Worth)

Olivia dives into benchmarks of recommended rates: Knowing your worth is key! Even better? She shares a rule of thumb for usage rights… You’re not just creating content—you’re giving brands powerful assets that drive sales.

A New Way to Think About Pricing

Her rate philosophy says it all: “My audience trusts me and will buy what I recommend. So you’re not just paying for content—you’re paying for results.” This kind of positioning sets creators apart and makes negotiating feel less like a favor and more like a business move.

Usage Rights = Licensing, Not a Freebie

One of the most common mistakes creators make? Giving away usage rights without compensation. If a brand wants to run your content as an ad, that’s not just repurposing—it’s advertising. And that has value.

Whether you're a seasoned influencer or just starting to grow your personal brand, these insights are a masterclass in turning your content into a revenue-generating machine—without selling out.

Want more workshops like this? Stay tuned—we’ve got more coming!

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Expand Your Empire: Monetize and Scale with Kajabi — Free Workshop

Did you miss out on our incredible Seven Figure Founder Retreat? No worries—Kajabi has got you covered! We're thrilled to share this exclusive 45-minute panel session from the retreat with you.

Ready to supercharge your entrepreneurial journey? This isn't just any workshop; it's a golden opportunity to learn from the best and turn your vision into a thriving reality.

In this empowering session, we dive deep into the inspiring success stories of Kajabi Heroes, Dominique Broadway and Ellen Yin. These trailblazing female entrepreneurs have mastered the art of leveraging their audiences and communities to achieve phenomenal growth. Learn how they've harnessed the power of our platform's standout features, such as the innovative course product and the engaging community product, to create a seamless and profitable ecosystem via our Branded Mobile App.

We'll explore:

  • Dominique and Ellen’s Journeys: Discover how they transitioned from entrepreneurs to influential Kajabi Heroes, scaling their businesses to new heights.

  • Monetizing Audiences: Learn the secrets behind effectively monetizing your audience using our platform’s powerful tools.

  • Maximizing the Branded Mobile App: See how bringing together courses and communities on our Branded Mobile App can elevate your business and boost engagement.

As a cherry on top, the session concludes with an exclusive offer just for you! Kajabi has partnered with Create & Cultivate to offer a special 30-day trial package designed to supercharge your digital online business. Whether you're creating courses, building landing pages, or fostering a community, Kajabi provides solutions tailored to every entrepreneur. Scale your revenue growth with Kajabi and take your business to the next level!

Even if you couldn't join us live, don't miss out on this chance to transform your insights into actionable, profitable strategies. Ready to scale? Join us virtually and let's turn your business dreams into reality! 🚀

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THE MULTI-HYPHEN LIFE

Chapter 3

The Rise Of The Multi-Hyphenate 

“You are not only one person! But dozens, hundreds of personalities! But boy you might never meet all of them! We try so hard to fit into boxes, that we end up suppressing some of what we are and end up living the wrong lives.”

—FREDDIE  HARREL, global  fashion entrepreneur

The Multi-Hyphen Life is about being a happier and more fulfilled person at work and otherwise. It’s about breaking out of a predetermined definition of success that may no longer be viable. But it also doesn’t necessarily involve leaving your day job. This isn’t a “quit your job”-type book. It’s also not about labeling yourself a “freelancer” and telling you to go it completely alone. The Multi-Hyphen Life for you could mean nurturing an outside-of-work hobby—or hyphen— that complements your interests and adds to your skills. A side project doesn’t have to mean world domination or a global business plan.

The Multi-Hyphen Life is the straight-up refusal to be pigeonholed or afraid to add another strand to your career bio. It is rebelling against being (a) defined by what generation you fall into and (b) mindlessly following someone else’s path. You are not your job title and instead should feel confident enough to move between different jobs if necessary, relying on your strategic personal branding to funnel, organize, monetize, and schedule your work yourself. This is not abouthaving fifteen jobs, juggling to make ends meet, tearing your hair out at night. It is an active choice to have more than one job, a career with multiple strands that suits you.

We shouldn’t assume that freelance flexibility and multiple career strands mean exploitative “gigging.” Flexibility is far more preferable—the happy medium between a single full-time nine-to- five and unsupported gigging. There is a vast and varied spectrum of options in between these two extremes. According to the Office for National Statistics in the United Kingdom, at the beginning of 2016, the self-employed accounted for 15 percent of their population. That’s 4.6 million people who could do with more advice, tools, resources, direction, and opportunities for work. With institutions notoriously slow to evolve, we have to take charge of our own career paths. The Multi-Hyphen Life is about taking that control: harnessing multiple skills and housing them under one career roof.

 

THE MULTI-HYPHENATE LIFESTYLE IS ABOUT . . .

» allowing yourself space to breathe

» allowing yourself to not be defined by a box that having one job—with a title chosen by someone else—can put you in

» having the courage and tools to make big moves on the side, without risking financial stability

» giving yourself the confidence to not be defined by one thing

» letting go of thinking your job is your life, your identity, and your worth

» letting yourself add other names and titles to your bio as you go

» letting your hobbies and outside interests make you better at your job

» having two simultaneous careers or more—whatever ratio works for you

» allowing technology to help you live a happier, more creative lifestyle

» getting rid of obsolete traditions of the past

Your hyphens don’t even have to be work related to make a difference. Your hyphen could be “parent” or “caregiver” or “poker champion” or “chief knitter” or “flash mobber.” Your hyphen doesn’t have to make you money. It can be an enjoyable bonus and outlet alongside your job. Of course, additional income is amazing and can be a welcome by-product of having multiple projects, but it all starts with incentive, intention, enjoyment, and curiosity. This is a new age of employment. You manage your own training, create and maintain your job security, and build your own online ecosystem. You are running your own business—the business of you—with a mixture of skills to offer.

YOU CAN BE A MULTI-HYPHENATE AND . . .

» have totally different interdisciplinary careers. They can look dissimilar on the surface but complement each other in interesting ways.

» still be an expert in one or more areas even if you have multiple interests or hyphens to your job title

» not be overly ambitious! Having a multi-hyphenate career isn’t always about being the best or being the hardest hustler. It is about having a cocktail of projects and work that makes you feel satisfied and driven.

» still maintain a successful day job or part-time job, with career strands added on the side. The beauty of this lifestyle is you don’t have to pick just one way of working.

It’s Time to Be Unapologetic

I used to apologize for everything. I would just be sorry all the time. I would apologize if someone spilled their coffee on me. I would apologize for taking up any space, breathing air. And I always felt the need to apologize for my lifestyle and career choices. For years I have apologized for how I work and when I work. I used to run my side projects from home in the evenings and was met with judgment from colleagues and acquaintances (perhaps because I looked like I was a crazy person, trying to build a moonlight side business on no sleep). I asked my employer whether I could have Wednesday afternoons off so that I could finish writing my first book. It felt like a momentous ask, because it wasn’t really the norm. I’d leave the office on Wednesdays at 1 p.m. and write from when I got home at 2 p.m. until 6 p.m. Four solid hours of side hustle time. But before leaving the office every week I would apologize guiltily, make an awkward joke, and sneak out while everyone else was tapping away. The thing is I’d asked for and been given the flexibility I wanted. So why did it feel like I was committing a weird crime? Why did I feel like some of my other colleagues were side-eyeing me? Why did I feel guilty that I wasn’t using this flexibility for a more “acceptable” reason, for example, for childcare? Whatever my guilt surrounding my decision, those four hours a week dedicated to my side project ended up sparking my career trajectory and added nicely to my finances.

Sometimes we have to take risks and be unapologetic for the things we want. It can feel awkward at the time, but later you’ll be glad you pushed through. Do you have something you wish you had more time to do? Even the smallest amount of time to see whether it’s feasible? Do you think it’s time to ask your employer for the flexibility to try it out?

In June 2016, I was selected to act in a national TV commercial for Microsoft. It played in theaters and in the breaks of shows like Britain’s Got Talent. In the thirty-second clip, I say: “Millennials will have more than five jobs in their lifetime, and I think it’s very exciting.” This sentence was born out of the Chase Jarvis quote: “If our parents had one job, we’ll have five, and the next generation will have five at the same time.” Many viewers perhaps didn’t fully get it. How can you get a complicated premise about the future of work across in just thirty seconds? I love the commercial and the conversations it sparked, but I knew I wanted to discuss this in more detail.

I was selected to be in this commercial because I am a technology- obsessed and self-defined multi-hyphenate in the workplace. I have always been someone who could never put herself in a box, and for years this made me feel insecure. But when a huge technology brand wanted to showcase my career story on a national platform (TV, theaters, all over the Internet), perhaps it was the validation I needed to realize that this way of working is something to be taken seriously.

This idea of what is now safe is interesting to me in this changing world of work. Can any job really be that safe these days? The job- for-life scenario with a great deal of career and retirement security that many of our parents and grandparents had no longer exists for us. But we all want and deserve to feel secure in our jobs. People ask me these questions a lot: Don’t you feel unstable? Don’t you miss your monthly salary? My answers: One, I felt more unstable working for a company that I didn’t believe could keep up with the technology revolution (I thought some of my old workplaces were likely to fold, and some eventually did). And, two, I do make a salary, just in a different sort of way. I feel much more secure and confident knowing that by having multiple skills, I have a diverse digital résumé, and I’m more employable. The future looks unpredictable, so how can we pretend that sitting at a nine-to-five desk is stable or secure?

We are all entrepreneurs now. The very meaning and idea of what an entrepreneur is have changed (it’s not just start-up founders in Silicon Valley; it’s you, it’s me, it’s anyone sitting at their kitchen table with an idea), and the playing field has been leveled. In my head the idea of an entrepreneur was always someone in a suit, pitching in a board meeting. Rid yourself of the idea of what you think an entrepreneur looks or sounds like. Those old ideas are fading fast. If you have a smartphone or a laptop and an idea, you can be entrepreneurial. You can start an online marketplace, launch an Instagram page, sell tickets, make a podcast, or grow an attractive online portfolio. As Muhammad Yunus, the Nobel Peace Prize– winning microfinance pioneer, pointed out: “All human beings are entrepreneurs. When we were in the caves, we were all self-employed . . . finding our food, feeding ourselves. That’s where human history began. As civilization came, we suppressed it. We became ‘labor’ because they stamped us, ‘You are labor.’ We forgot that we are entrepreneurs.”

We are told that some of us have an entrepreneurial mind-set and some of us don’t, but I don’t believe that’s true, just as I don’t believe that only some of us are creative. We are all creative. We are all entrepreneurial. You just have to decide whether to put it into practice or not.

It’s OK to have different things going on. The common denominator is you. You are the person who stitches it all together. Juggle, grow, explore, and then whatever happens to our working world or whatever technology is next invented or whatever the new trends are, you will have everything you need to adapt and pivot. This is about giving yourself the permission to have more control of your choices and future. 

It’s Time to Start a Side Hustle—for Your Bank Account or Just for Yourself

A side hustle has been defined as “a low-risk project, meaning it shouldn’t take a lot of start-up capital.” Essentially, it’s something that encourages you to learn new skills or enjoy a passion project that doesn’t take a lot of up-front investment in time or money. It isn’t strictly work or play but something in between. Technology has broken down the traditional barriers to creating a viable side hustle— giving more people access to tools and resources than ever before.

It’s important to stay curious about the future of tech and keep our technical knowledge as up-to-date as we can so that we don’t end up with a huge imbalance of skills. Feminist author Caitlin Moran has discussed the gender imbalance that already exists: “If you look at the stats on coding, it’s still crackers isn’t it? [The latest research says 92 percent of software engineers are men.] . . . That’s like if the global language was going to be Chinese, and women weren’t learning Chinese. The future is tech, the future is coding, this is how we build the world, this is how we understand ourselves.”

Side hustling is not just a trendy turn of phrase; it is a genuine add-on to many workers’ lifestyles. According to research by GoDaddy, 48 percent of Britons who start up a side business do so to make money from a passion or a hobby, with some entrepreneurs reportedly earning between £500 and £5,000 on top of the salary from their day job. In the United States, according to Bankrate, one in four millennials have a side hustle, with 61 percent of millennials working a side hustle once a week or more, 96 percent at least once a month, and 25 percent earning $500 a month or more from their side hustles.

It’s clear we want to shake things up a bit. In the United States, as many as 81 percent of traditional workers surveyed said they would “be willing to do additional work outside of [their] primary job if it was available and enabled [them] to make more money.” That’s a huge number of people who would be willing to have multiple jobs.

There are reasons to start small with your side hustle—you can gauge interest, assess whether it might be worth growing, and avoid burnout. Starting with a small amount of your time (like one hour a week) is a low-risk way you can put your creative energy into something outside of your day job and experiment with ways you might monetize your idea. Using your time wisely means you can grow things on the side without risking your primary employment.

My first side hustle came about because I hated my job. I was miserable. The work culture was toxic, disguised by perks that only made you feel like you had to stay longer at work, and the backstabbing and competitive environment was making me physically ill. My boyfriend reminded me that I cried literally all the time (I think I’ve blocked out those memories). I got UTIs from being too afraid to nip to the bathroom in between conference calls (I wouldn’t wish this on my worst enemy).

So my savior—my only savior during these low moments at work—was going home and working on a project that I could do on my own laptop, from my own bed or couch, during TV commercial breaks or random free moments. It was heaven to be able to explore something different. The side hustle for me was something I enjoyed doing anyway, but I could faintly see a glimpse of opportunity in the future if I carried on doing it. Side hustles don’t have to be financially orientated; in fact, it’s better if they’re not initially. That’s why they are called side hustles: because your main hustle is what pays you for the most hours in the day.

A seesaw side hustle is something that allows you to stop and start a particular project. It doesn’t take up all your time, and it can be resurrected as and when you need it. You might want to have a bunch of side projects going that can ebb and flow depending on how much work they are accumulating and how much time you have to give to them at that particular time.

 

PROS OF THE MULTI-HYPHEN LIFE

» Variety makes us happier and less bored. We are all more multifaceted than we think.

» Intense periods of energy on projects result in higher-quality work. It is exciting to work on something and give it everything you have with an end date in mind.

» Your overall brand of you is the umbrella for your multiple projects. An investment in your personal brand will make you stand out in the workplace.

» Productivity levels increase when you have some element of control over when you work.

» You can earn more money in a concentrated time period.

» You can embrace the idea of a nonlinear career (aka not climbing a premade ladder created by someone else).

» You are not labeled. You are not boxed in. You are not defined by one career.

» You are open to exploring your potential in multiple areas.

» You are more employable in future years because you have

a variety of skills. You’re less likely to be phased out. You are adaptable.

» You are future-proofing yourself. You are learning to twist and turn as you go.

» You can move quickly. In a big corporation, something as simple as designing a logo can take weeks; when you’re a small business or by yourself, it can be done in a matter of hours.

Getting time back is important, and being nimble is one of the most important things companies need to focus on right now.

CONS OF THE MULTI-HYPHEN LIFE

» It’s a pain in the ass describing what you do to your grandparents.

» You have to set some serious boundaries. Work-life balance works only when you have some parameters in place.

» The character limit in your Twitter bio isn’t enough to sum it all up.

» People will still want to put you into a box because it might make them uncomfortable that you don’t have one clear job.

» You have to motivate yourself, which at times can be difficult to sustain. 

Excerpted from THE MULTI-HYPHEN LIFE copyright 2020 Emma Gannon, forthcoming April 2020 (Andrews McMeel Publishing). All rights reserved.

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Three Things To Consider When You're Writing Your Personal Bio

Paint a picture.

Personal bios are an important piece of a cohesive personal brand. It’s a way for you to clarify your message and share information about yourself that helps paint a full picture of who you are both personally and in your career. Personal bios were once used mostly in corporate settings for high level executives, but as society has become more interested in people and their stories, personal bios are now used everywhere from LinkedIn profiles to company websites to networking events. Writing about yourself in any capacity can be a challenge, but there are a few guidelines unique to writing a personal bio. Here are three things to consider when you write your personal bio to help you create an engaging and illustrative statement.

Point of View/Perspective

The first thing to consider when you’re writing your personal bio, or more precisely before you begin writing, is what perspective or viewpoint you are going to use. This largely depends on any specific parameters you’ve been given, as well as where the bio will be used.

For LinkedIn profiles, first person (I, me, we) is the most engaging because it lets you speak directly to the reader and creates a connection with them. This perspective gives off a light, personal, sometimes less formal tone.

If you’ve been given specific directions to use third person, (she, he) it is always best to do so. Third person bios tend to be more formal, so if your bio will be used in a formal presentation or in a formal work setting, this perspective is the best to use.

Ultimately, which perspective you write your bio in is most often your choice. If you’re not sure which perspective is best for the context, just ask! If you’re writing a bio to be used in a specific place or to be turned into someone else, they will likely have an idea of what they’re looking for.

Target Audience

This is easily one of the most important parts of writing an effective and engaging personal bio. Who is your target audience? If you don’t speak directly to your target audience, (regardless of what perspective the bio is written in) your bio likely won’t make an impact.

Think about this for a moment: When you write a resume, a very important factor is showing what you’ve accomplished, but more importantly, how those accomplishments relate to the job you’re interested in applying to. When you write your bio, it’s important to highlight what you’ve achieved throughout your career and who you are as a person, however it is essential to tie these into the context of where the bio will appear.

If you’re writing a bio for LinkedIn, this is the time to talk about your career highlights, but also share more about who you are outside of work to illustrate a full picture of who you are as a candidate beyond your resume and job description. This bio will help industry connections and prospective employers get a better sense of who you are and how you will (or won’t) fit into company culture.

If you’re writing a bio to be used for a conference, (i.e. if you’re a presenter or even if you’re just an attendee) tie the event into your bio. How did you get to this point/what brought you to the conference? Are you particularly interested in the cause/mission? By tying the event into your personal bio, you’ll be able to create a connection to others at the event, and may even give yourself talking points when you’re networking!

What Image You Are Portraying

When you’re writing your personal bio, consider what image you’re portraying. Note that this does not mean that you should create some figment of your imagination and weave a fictional story about your life. This is simply meant to encourage you to take charge of how others see you, and paint the picture that you want them to see.

If you want the reader to think of you as a friend or personal connection, it will be a much different bio than if you want the reader to consider you to be a highly respected authority figure in the distance. On a smaller scale, consider what you want to highlight in your bio. Maybe you want to highlight your expertise in a specific area of your career, or perhaps you want to highlight your fresh take on something that’s been around for a while. Regardless, this is your opportunity to clarify the message you send to others and give a backbone to your personal brand.

____________

Writing about yourself is hard. Acknowledge that drafting a personal bio will often take time, and you’ll likely go through many iterations before you get to one that you’re confident in. With that said, if you take all of the necessary information into consideration, highlight your value, and put some effort into it, you’ll likely come out with a bio that you can adapt to meet various different needs. If you really get stuck, there are always professionals who can help!

About the Author

Michele Lando is a certified professional resume writer, personal branding expert, and founder of Write Styles. She has a passion for helping others present the best version of themselves both on paper and in person, and works to polish individuals' application package and personal style. Aiming to help create a perfect personal branding package, Write Styles provides resources to enhance your resume, professional appearance, and boost your confidence. Michele strives to help others gain the confidence to put their best foot forward in a personal and professional light.

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Imposter Syndrome Is Real, But Your Doubts Don’t Have to Be

Ditch the doubt!

Have you ever had the thought, “I don’t belong here,” run through your head? You’re not alone. In fact, a 2011 study found that approximately 70% of people have similar thoughts associated with what’s called ‘impostor syndrome.’  

‘Imposter syndrome’ is defined by Lexico as ‘the persistent inability to believe that one's success is deserved or has been legitimately achieved as a result of one's own efforts or skills.’ It finds its origin in personality traits such as perfectionism or high anxiety and can be compounded by external factors such as environment and culture.

Girls Who Invest is a non-profit organization with a mission of increasing the number of women in frontline investment and leadership roles in the finance industry. To make progress towards this goal, I work with bright undergraduate women who are exploring careers in this male-dominated industry. Imposter syndrome is a common occurrence among these students. It can result in many of them prematurely ruling out investment jobs - or an entire career in finance - based on both stereotypes about the industry and a false sense of reality about themselves and their capabilities.

With a holistic approach that includes awareness, techniques, and practice, our students can learn to manage their self-doubts, gain a more objective sense of their own capabilities and belonging, and succeed in the financial industry. These same steps can apply to you as you confront imposter syndrome as well, in any industry. Take a look at the ways to overcome your doubts.

Name It

A first step in managing imposter syndrome is to name the phenomenon.  Imposter syndrome is a prejudicial way of viewing the world. Instead of seeing things objectively, you see events through the filter of your own emotional life and internal agenda. This isn’t easy to rectify, but identifying it is a start. 

Know It 

Once you know imposter syndrome exists, the next step is knowing that you will very likely experience it yourself.  Recognizing that the majority of people have similar feelings can be a powerful tool for managing those doubts. 

Take Note

Make note of what events lead to feelings of imposter syndrome, your thoughts, and the physical and emotional impacts they have on you. Give yourself the freedom to take a step back and not immediately react so you can weigh how to best handle both your thoughts and the situation. Over time, you may notice patterns that help you reevaluate your job, the greater culture of the organization, and your place within it.

Seek Counsel

Learning to hold your reaction gives you time not only to reflect personally but to seek counsel from others. Develop trusting relationships with your peers and look for a mentor who is more advanced in their career. These peers and mentors can help you process, analyze, and strategize how best to handle various workplace situations. I also believe in the adage ‘you can be what you can see,’ and surrounding yourself with those successful women will bring that saying to life for you.

Get Technical

While imposter syndrome is marked by the inability to believe you deserve your success, or that your success is legitimate, it can at the same time be true that you need to continue to hone your skills and gain additional knowledge. At Girls Who Invest, we find that providing education in a supportive environment gives students the confidence that they are prepared and can compete successfully. There is nuance in this step in that women, in particular, tend to think that they need to know more or do more before they can take whatever leap is in front of them. Skill- and knowledge-building is another opportunity to use counsel from peers and mentors to gain perspective on appropriateness and risk.

Gain Experience

There is no substitute for real-world experience to provide a more accurate perception of the skills and knowledge needed to be successful.  It’s quite possible you realize you already possess many of those necessary skills and will have a better idea of how to attain knowledge where you are lacking. If you’ve done the job and done the job well, some of the doubts may disappear. 

Be Kind to Yourself

Although there are many techniques to mitigate ‘impostor syndrome,’ the most important advice is to be kind to yourself.  There is no silver bullet to attain control of one’s thoughts and their physical and emotional impact. It’s a process that requires patience and personal growth, but you are capable of breaking free. 

About the Author: Janet Cowell is CEO of Girls Who Invest (GWI), a non-profit organization dedicated to increasing gender diversity and inclusion in investment management with a focus on growing the pipeline of women entering the industry in frontline investing positions. Prior, she held publicly elected offices in North Carolina for fifteen years and was the first woman elected State Treasurer, managing over $100 billion in assets and health and retirement benefits for more than 900,000 members. You can learn more about Janet here.  

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7 Low-Cost Strategies for Small Businesses to Acquire (and Retain!) Customers

Ready to grow your business from a seedling into a forest?

Ready to grow your business from a seedling into a forest? Introducing The Growth Hacking Bundle. Designed to walk you through the ins and outs of SEO, content creation, and making waves in the digital space, this downloadable bundle is packed with essentials for acquiring and retaining customers and seeing your small business thrive.

Ready to become a growth hacker? Ahead, we're outlining some creative, low-cost strategies—from SEO to digital media optimization—to help small businesses acquire and retain customers, expand your audience and see it thrive. Keep scrolling for seven important growth-hacking channels to go after when building your user base, and add The Growth Hacking Bundle to your cart for more tips.

#1 SEO (Search Engine Optimization)

Hire a good engineer to build your site in a way that makes your company show up at the top of search results. If that isn’t in your budget, then sign up for a website that has all of that included in the backend like Squarespace or WordPress. Include popular search terms in the copy, tag, and meta-tag all assets on your page, and include hyperlinks out to other sites whenever possible. Download our SEO 101 guide in Insider’s inventory and teach yourself or someone on your team.

#2 SEM (Search Engine Marketing)

Find out what are the most common search terms related to your company, and buy them on Google Ad Words. This is the best-paid strategy to help your business and its URL show up higher in search results.

#3 Product Management

The intersection of user experience, technology, and business. Product management involves closely monitoring user experience/behavior, and editing the technology in response to this behavior in order to best achieve the desired business goals. Google Analytics is the most accessible product management tool.

#4 A/B Testing

Offering your customers two versions of a product and monitoring which one they prefer. Once you find which version they prefer, you can accelerate your marketing efforts to get more bang for your buck.

#5 Facebook/Instagram ADS

Facebook has the capability to track activity across multiple devices (phone, computer, tablet) and best target the users for your product, Facebook ads may seem annoying, but they are the most effective for converting fans into paying customers. Facebook can almost guarantee you customer acquisition, it is up to you to determine whether the price of acquisition makes sense for your business.

#6 Email Capture

Capturing an email from a customer is a sign that they are willing to engage with you beyond just passively observing. Capturing emails allows you to deepen the relationship with your prospective clients through survey questions, distributed content, and calls to action that drive them back to your site, or convert them into paying customers.

#7 List Building

Break your fans and customers into differentiated lists so that you can target them differently from one another, and more accurately play to their preferences.

Ready to take things to the next level and grow your business?

Add the Create & Cultivate Marketplace The Growth Hacking Bundle to your cart, or get unlimited access to our entire library of downloads and videos when you join Insiders.

This story was published on May 6, 2020, and has since been updated.

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4 Things to Do Before Asking Someone to Collaborate

Teamwork makes the dream work!

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:

  1. Know your company inside and out

  2. Identify your “Asks & Gives”

  3. Look for the overlap

  4. 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:”

  1. Promotion for your/their offering to the other’s community

  2. Content for your/their channels

  3. Hookups for your/their community

  4. 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.

Love this story? Pin the below graphic to your Pinterest board.

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This story was originally published on May 26, 2020, and has since been updated.

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15 Cannabis Products to Shop on 4/20 That Support Women in Weed

These women are breaking the "grass” ceiling.

Photo: Courtesy of Stevie

Photo: Courtesy of Stevie

Since the widespread legalization of marijuana, there has been a steady increase in marijuana-based brands, but the most interesting part of this story is the rise of women-centric cannabis products and services. From CBD lotions and topical oils to tinctures, low-dose mints, and even CBD intimacy products, there are a lot of woman at the helm pushing the industry forward with innovative products.

But despite this progress, women in C-suite level positions at publicly-traded cannabis companies has been on a downward trend, falling from 36% in 2015 to 27% in 2018 with many women trying to break into the space reporting that they’ve started to bump into the so-called “grass ceiling”—which has in turn seen more women go out on their own and carve their own slice of the $19.6 billion industry.

So, this 4/20, we’re celebrating women in weed who are not only making major moves in the cannabis space but making major money, too. These incredible female founders are bringing us brands designed with women in mind. Read on to learn more about these feel-good brands and the badass women behind them.

Tetra

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Del Mar Pipe

$85

Tetra brings beauty to the smoking experience. The brand makes the most aesthetically pleasing smoking accessories, thanks to amazing designers. Enjoy the moment more with enchanting pipes, ashtrays, and more.

Brown Girl Jane

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Rest Wellness Drops

$104

Brown Girl Jane’s collection of broad-spectrum CBD products are formulated with balance and rest in mind. The brand, founded by women of color, also donates a portion of its sales to non-profits aligned with its mission to better the lives and wellness of WOC.

Mendi

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No THC Gummies

$25

Designed with athletes in mind, Mendi’s products deliver all the pain-relieving, stress-reducing, inflammation-beating benefits of CBD, without the THC. Athlete fans of the brand include Megan Rapinoe, Sue Bird, Nneka Ogwumike, and more.

Barbari

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Airplane Mode CBD Spliff

$10

Barbari’s pre-made spliffs contain an herbal blend of organically grown CBD-rich hemp flowers that boast 5% calming CBD and less than 0.3% THC. Opt for the Herbal Blend and combine with a pinch of bud if that’s more your style.

Undefined Beauty

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Glow Elixir

$18

Undefined Beauty taps into the anti-inflammatory powers of CBD to soothe, brighten, and balance the skin. Combined with rosehip, jojoba, argon, and other powerhouse skin-care ingredients, CBD shines in the brand’s Glow Elixir.

Mello

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Organic CBD Chocolate Bar

$20

Mellow was founded to help people calm anxiety through the powers of CBD. Mellow’s products bring you all the benefits like pain relief, reduced stress, better sleep, and improved mood in whatever form is right for you!

Dreamt

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All-In-One Pen

Available at California Dispensaries

This female founder knows just how painful it can be to stare at the ceiling night after night willing yourself asleep, so she solved that problem. Carolina Vazquez Mitchell created the perfect blend of THC, CBD, melatonin, valerian root, for a great night’s sleep.

Equilibria

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Balance Bath Bombs

$45

Made for women, by women Equilibria was created to serve women’s specific needs through CBD. Their products work to support the female body through everything from menstruation, menopause, and childbirth.

Prismatic Plants

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Have a Good Day

$70

When founder Sarah Polansky found herself struggling with chronic illness, she found CBD to be the support her body needed. Prismatic Plants was created to give women the help they needed with a mission to protect the planet while they were at it.

Besito

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Grapefruit Vape

Available at California Dispensaries

Besito is cannabis with a purpose. Not only does the brand bring premium products to the market, but it also advocates for LGBTQ rights, criminal justice reform, and the advancement of scientific research in cannabis. In other words, Besito makes safe vapes that you can feel good about buying.

Sweet Reason

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Cucumber Mint

$30

Sweet Reason is the drinkable solution to CBD. Harness the benefits of CBD in the most refreshing way. Take a sip, calm your mind, and kiss stress goodbye.

Foria Wellness

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Intimacy Natural Lubricant with CBD

$44

Foria brings CBD to sexual wellness. Foria believes people with vaginas are underserved and deserve products just for them. This CBD has been designed to keep your most intimate bits happy and healthy.

Stevie

Stevie.jpg

CBD Tincture

$60

Influencer turned entrepreneur Courtney Trop found her followers more and more interested in her daily cannabis use than her fashion blogging and decided to give the people what they wanted, CBD. Stevie is an organic, ethically, and sustainably sourced supplement to make cannabis a part of every day.

Lord Jones

Lord Jones.jpg

Old Fashioned Hemp-Derived CBD Gumdrops

$45

CBD with a sweet tooth. Lord Jones makes the most delicious way to get your dose of CBD. Soothe your stress as you let these melt in your mouth candies go to work. And once you’re hooked, check out Lord Jones many other CBD delivery products.

Leune

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Desert Gold Pre-Roll

$7 (Available at California Dispensaries)

Leune is taking it back to basics with the cleanest possible products. Whether pre-rolled joints or vaporizers, Leune’s products are top-notch. They are working to elevate the cannabis experience and are raising the bar for the whole marijuana industry.

This story was originally published on April 20, 2020, and has since been updated.

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10 Empowering Books By Women to Enhance Your Career (and Life)

Your to-read pile = sorted.

Achieving your career goals, trying to be a successful adult, and keeping your personal life in check can sometimes feel impossible. (If you’re juggling a million tasks and still trying to find time to watch The Bachelor with the girls, trust us, we know the struggle). But no matter how often you may feel overwhelmed, it’s important to know that you can find the balance you’re looking for—it may just take a new way of thinking and organizing your everyday life. 

Luckily, there are resources and mentors with proven methods and insights that will help you find the balance between living your best life and getting to work on time. No one ever said achieving work-life balance would be easy, but with these 10 insightful new books, you will be well on your way to reaching both your professional and personal goals in no time. Written by 10 fierce females who know a thing or two about running their own businesses and carving out time for themselves, you’ll find true wisdom and hope in the pages of these self-help and business-focused books. 

From the creator of one of the biggest natural hygiene companies to Netflix sensation Marie Kondo to a single mother from the Middle East who rose to the top of the tech industry, these books will leave you with anecdotes that will help you find the work-life balance you’ve been craving. If you want to find the perfect work-life balance, add these insightful books to your to-read pile ASAP.

Supermaker: Crafting Business On Your Own Terms

by Jaime Schmidt

Once upon a time, Jaime Schmidt was pregnant and making natural deodorant products in her kitchen in Portland, Oregon. In just seven years, Schmidt had made a name for herself and sold the company to Unilever for nine figures. In her inspiring and insightful book, Supermaker, Schmidt reveals how aspiring entrepreneurs can start their own businesses on their own terms. With tips on marketing, product development and other useful tools, this book gives readers the inside look at what it takes to be successful as a founder and as a woman.

The Upside of Being Down: How Mental Health Struggles Led to My Greatest Successes In Work and Life

by Jen Gotch

Jen Gotch is the CCO and creator of multimillion-dollar brand, Ban.do, but what many people don’t know is that Gotch didn’t always have the easiest time finding success. Struggling with her mental health from a young age, she was determined to understand how her diagnosis could help boost her creative process. In The Upside of Being Down, Gotch shares candid stories about her failures and successes and how to embrace the parts of life you can’t control.

Slay Like a Mother: How to Destroy What’s Holding You Back So You Can Live the Life You Want b

y Katherine Wintsch

Katherine Wintsch is no stranger to the difficulties of wearing multiple hats in both her professional and personal life. In her debut self-help book, Wintsch uncovers what it takes to be a mother, wife, friend, and successful CEO. Slay Like a Mother teaches readers how to get past the “just fine” mask women often wear, set realistic goals that you can actually achieve and realize the difference between struggling and suffering. If you’re a fan of Rachel Hollis, you’ll love this new release.

It’s About Damn Time: How to Turn Being Underestimated into Your Greatest Advantage

by Arlan Hamilton and Rachel L. Nelson

Despite being homeless and underestimated, Arlan Hamilton always dreamed of success. Without any contacts, a college degree or a background in finance, Hamilton used her determination and strength to become a highly-respected investor in Silicon Valley, investing in businesses founded by underrepresented women like herself. In It’s About Damn Time, Hamilton teaches women the importance of believing in yourself, how to create a life you love and the skills you need to make it big when it feels like no one else has faith in your dreams.

Four Faces of Femininity: Heroic Women Throughout History

by Barbara McNally

If you’re in need of a little inspiration from the women who have come before, you’ll love Four Faces of Femininity. Divided into four sections, McNally’s new book celebrates all kinds of successful women and shows readers how important it is to spotlight women from different backgrounds. From Anne Frank to Michelle Obama, this book aims to help women become well-rounded and happy in all areas of their lives. Four Faces of Femininity also includes exercises that will help readers unlock their power and invest in their goals.

Buy Yourself the F*cking Lilies: And Other Rituals to Fix Your Life, From Someone Who’s Been There

by Tara Schuster

As a twenty-something-year-old, Tara Schuster found herself at the top of her career as the vice president at Comedy Central. But what nobody knew was that Tara was struggling to keep the rest of her life together. Finally, one drunken night, Tara called her therapist, desperate for help, making her realize that she needed to make immediate changes to her life. Buy Yourself the F*cking Lilies follows Tara’s journey to transforming her entire being and re-evaluating her priorities. This new self-help book strives to help others create a successful life they truly love.

Success from the Inside Out: Power to Rise from the Past to a Fulfilling Future

by Nona Jones

Finding success in her career at only 23, Nona Jones was convinced that she had everything all figured out. But soon, trauma from her past came back to haunt her and it wasn’t long before she realized that she was using her work to cover up her pain and suffering. Using anecdotes from her own journey, Jones aims to help other career women take back their lives by embracing their fears, banishing their tragic pasts and finding their own fulfilling success in Success from the Inside Out.

You Can Have It All, Just Not at the Same Damn Time

by Romi Neustadt

Romi Neustadt is a big believer in being able to do it all. The author, speaker, entrepreneur and life coach has had plenty of experience over the years tending to her career and her family, and in You Can Have It All, Just Not at the Same Damn Time, she teaches readers how they can achieve the same success. With lessons on focusing on the things that matter, recognizing your worth, and creating healthy habits, this book will have you nailing work-life balance like a pro.

Joy at Work: Organizing Your Professional Life

by Marie Kondo and Scott Sonenshein

Marie Kondo is the queen of cutting out the clutter and making room for further success and happiness and in her new book, Joy at Work, she applies her innovative tips and tricks to the workplace. Work can be draining but there are simple ways to make the days better and focus your energy on the things that matter. Teaming up with Rice University business professor Scott Sonenshein, Kondo teaches readers how to declutter their work space, be better organized and make every second count so you can feel more accomplished and happy by the time you head home.

Girl Decoded: A Scientist’s Quest to Reclaim Our Humanity by Bringing Emotional Intelligence to Technology

by Rana el Kaliouby

Growing up in a traditional family in the Middle East, Rana el Kaliouby never expected to find the success she now has. Moving away from her home country, she earned her PhD and moved to America as a single mother of two girls. Aiming to humanize technology, her intelligence, and ability to juggle her responsibilities made her a leading figure in an industry mostly made up of white males. In Girl Decoded, Rana tells her inspiring story and encourages women to go after their wildest dreams and forget about the labels and expectations forced upon them by others.

Written by Ashley Johnson, content editor, She Reads.

About the Author:

Ashley Johnson is the content editor at She Reads, an online media outlet that specializes in promoting books and authors with a female-centric approach. In addition to editorial roundups, exclusive author content and thought pieces, She Reads is committed to building a community of readers who love nothing more than getting lost in a good book.

Up next: Gwyneth Paltrow, Marie Kondo, Tyra Banks, and More on the #1 Book They Always Recommend

This story was originally published on March 13, 2019, and has since been updated.

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Show Me the Money: How to Get Funding and Scale Your Creative Business​

From understanding capital to the prerequisites for funding.

Arielle Loren is the founder of 100K Incubator—the first business funding mobile app for women in both Apple and Google’s app stores. The story was part of her “Show Me the Money” workshop held at the Create & Cultivate Vision Summit in Miami.

Photo: Courtesy of Arielle Loren.

Photo: Courtesy of Arielle Loren.


UNDERSTANDING CAPITAL AND HOW IT WORKS 

(aka why your creative business needs money to scale!)

There are three categories of funding: grants, equity-based investments (what most investors require), and debt-based funding (business loans, lines of credit, etc.)​

Let’s talk about debt though… there’s a difference between consumer debt for vacations and clothes—and strategically using a business loan as working capital for your business.​

For example, if you charge a bunch of clothes on your credit card, those clothes can’t make you money and help you pay that back. You have to go to work and actually do that.​

But if you invest the $5,000 you received from a business loan and turn it into $15,000 in sales, that means there’s a $10,000 gross profit. Now that’s worth considering a business loan, and it’s that mindset that you need to have when considering all funding options for your business.


PREREQUISITES FOR FUNDING 

(aka what you need to get your money!)

  • Funding Budget 

  • 50-70% Advertising or Direct Revenue Generating Activities
    30-50% Infrastructure—Sales Funnels, Photo and Video Shoots, Websites, Consultants, etc.​

  • Average Personal Credit Score

  • Minimum 620 and up​

  • Register Your Business Entity With Your State Government ​

  • LLC, S-Corp, C-Corp ​

  • Save money by registering directly on your state government’s website ​

  • Register Your Business for an Employer Identification Number (EIN) with the IRS ​

  • Open Your Business Bank Account 

  • Your Personal Finances and Business Finances Cannot Be Co-Mingled​

  • File Your Taxes and Annual Report


THE 3 LEVELS OF FUNDING 
(aka figure out where your business stands for the highest approval rates!)

Level 1: Zero (aka pre-revenue) to $3,000 per month in sales

  • Business Credit Cards​

  • Personal Loans​

  • Home Equity Loans or Lines of Credit​

  • Crowdfunding​

Level 2: $3,000 or more per month in sales

  • Pitch Competitions​

  • Business Grants and Government Contracts​

  • Government Small Business Loans​

  • Payment Processor Loans​

  • Private Business Loans​

  • Business Lines of Credit​

Level 3: $9,000 or more per month in sales

  • Angel Investing​

  • Venture Capital​

Arielle Loren 100k Incubator

About the Author

Arielle Loren is the founder of 100K Incubator, the first business funding mobile app for women in both Apple and Google’s app stores. She’s helping 100,000 early-stage women entrepreneurs get funding for their businesses and scale to 100K+ in yearly sales. She is also a graduate of Harvard University, where she holds a master’s degree in Management and graduate certificate in Strategic Management. Additionally, she also holds a graduate certificate in International Business Management from Georgetown University and a bachelor’s degree in Social and Cultural Analysis and a certificate in Producing from New York University.

Visit 100kincubator.com for more information, download the app, and start your free trial.

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5 Ways Brands Can Show Up for Their Stakeholders Right Now

Time to double down on your values.

Brands across the globe are in the midst of deep values recalibrations due to the COVID-19 crisis. Voluntarily or involuntarily, they’re being challenged to look at why they exist and who they exist for in order to find ways they alone are positioned to serve.

It’s crucial that brands recognize that what matters has little to do with simply incorporating giveback missions and promoting sales and is more about providing what your core stakeholders (customers, teams, suppliers, etc.) need while being mindful of context, tone, and transparency. The brands that double down on their values in order to add value are most likely to find their way through the painful decisions they’ll have to make during this and any future crisis.

While the opportunities to contribute are endless, below are a few ways brands can think about showing up, strengthening loyalty, and building toward the future.

Through Information

Every individual with access to the internet is inundated with information at the moment, even without beginning to consider paid marketing. At a time when anxiety is running high, misinformation or poorly timed information can be damaging to your brand. Sometimes showing up means saying less.

Here are questions to ask: 

  • How does your brand currently contribute to the spread of information? Is this information timely or necessary to share?

  • Can your brand contribute positively by distributing sound information that’s useful (ex. resources, guidance, activities, recipes)?

  • Do your paid ads feel disingenuous? Can you adapt the tone for relevancy? 

Through Compassion

With empathy taking over the marketing lexicon in the past couple of years, now is the opportunity for brands to truly put it into action. Ditching a need for polished perfection in preference for vulnerability can bring your brand closer to all of its stakeholders.

Here are three questions to ask: 

  • Which of your stakeholders is most affected at this time? How can you support them?

  • Is it possible to be honest with your customers about where your brand stands and how that’s evolving as time goes by?

  • How can you reimagine your services, adjust your pricing model, or launch campaigns to serve your audience where they are?

Through Action

We’ve seen brands around the world pivot almost overnight to digital offerings, transform their factories, and more. Taking what’s core to your brand mission into account and then expanding that reality to continue to adapt is paramount. There’s more opportunity for experimentation and iteration than ever, but brands need to be willing to take their audience along for the journey.

Here are three questions to ask: 

  • What’s a single action would your brand regret not taking right now?

  • Can you reformat your offering to help on a macro level? Who can you collaborate with to touch new people and spread awareness?

  • What content and experiences can you create that your audience is craving at this time?

Through Ideas 

It’s no surprise that innovation comes in times of deep pressure. The uniquely human capacity for imagination that’s born out of constraints is what’s allowed us to evolve and survive for thousands of years. More than ever this is an opportunity for our biggest ideas to emerge to help us navigate the seismic shifts appearing in our world today.

Here are three questions to ask: 

  • What can you do now that has never felt possible before?

  • Can you serve an additional audience that you may never have thought of reaching?

  • What can you begin creating now that the world will continue to need when we emerge from this? Who can you collaborate with to bring these new ideas to life, in order to maximize impact?

Through Optimism 

Our strength as a global community relies on our ability to stay determined and hopeful that we can guide ourselves out of this. That doesn’t mean we should approach reality with a sense of naiveté or pretend we aren’t going through a global crisis, but it does mean we need the determination and faith that something brighter awaits in order to forge forward.

Here are three questions to ask: 

  • What silver linings have appeared for you and your brand? How can you galvanize around them?

  • What problems have appeared that your teams can dream up ideal solutions for?

  • How can your brand cultivate and share messages of hope without undermining the gravity of the situation?

There’s no certainty in how long this pandemic will last, or what the true impact on our global community and economy will be, but the more determined brands are to keep asking tough questions the more new ideas will start to appear. Commitment and courage from every leader in sharing ideas out loud—first with themselves, then to colleagues, to audiences and the world will allow us to shape and enhance the evolved reality we want to live in. It’s the only thing that ever has.

About the Author: Lori is the founder of a big idea, a home for thoughtful brand building based in LA, where she works with emerging and growing mission-driven brands. She has a decade of experience working with legacy brands, media companies, startups, and social enterprises to develop and optimize marketing strategies. An idealist and a builder at heart, she began a big idea with a desire to give identity to the undeniable ideas we all have inside of us and create new brands that are built to last generations. She's currently offering free 1:1 strategy sessions to brands affected by COVID-19 - you can schedule by reaching out at lori@abigidea.com.

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Ask an Expert: How to Get Legal Protection for Your Small Business

An attorney explains.

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

Although we’re in the middle of a pandemic, there is going to be a large wave of new businesses. If you don’t take the time to protect your business now, you will end up spending 10-20x more money in the long run defending yourself.”

Andrea Sager, a small business attorney

As a small business owner, or someone wanting to start a small business, there’s one part of your business you can’t ignore: LEGAL. In reality, it doesn’t matter what size business you are. No matter what stage you’re in, there are legal protections you must take into consideration if you want to keep the money you make. 

Enter: Andrea Sager, a small business attorney shaking up the legal industry with her Legalpreneur plan which provides all-access to her firm for small businesses. Every day, she works with business owners who are on the verge of losing everything because they don’t have the right legal protections in place. Don’t let that be you.

Below are three ways you can protect your business during this pandemic and beyond, according to Sager. 

Entity Protection

Sole Proprietor

It’s important for your business to operate as some type of legal entity. If you have not created a legal entity for your business, then by default, you are a sole proprietor. Sole proprietors get no legal protection for their business.

A sole proprietor is personally liable for the debts and obligations of their business. Personally liable means if your business owes a debt or is sued, then creditors can come after your personal bank account and personal assets. Operating as a sole proprietor is risky. It’s scary to be in a position where your personal assets are on the line. The good news is that setting up a legal entity will provide you with the protection you need. And it doesn’t have to be expensive or complicated.

Unlike a sole proprietor, legal entities provide personal liability protection for business owners. When you operate under a legal entity, if your business owes a debt or is sued, the creditors can only come after the business’s bank accounts and assets, not your personal bank accounts and assets. It’s nice to know that you’re not at risk of losing your house because your business fell behind on some payments. 

Limited Liability Company (LLC)

The most common legal entity small businesses operate under is a Limited Liability Company, a.k.a. an LLC. Operating under an LLC is usually the best legal business entity your business can operate under, because it is easy to setup and it provides great liability protection to its owners.

To set up an LLC, you must file paperwork with your state and pay a filing fee. Before you file the paperwork, you need to have a few things figured out so you’ll be able to complete the paperwork. Some of the things you need before filing your LLC are the name, a registered agent, and how it is going to be managed. Once you’re approved through your state, the LLC does not give you any federal trademark rights. Trademarks are discussed further below.

Corporations 

A corporation is typically not the best fit for a small business. Corporations have more fees and maintenance involved. However, if you plan on having investors, a corporation may be the best choice. 

Contracts

I’m sure you have heard the term “get it in writing.” That is always a good rule of thumb in business. Contracts essentially define a relationship between parties. Contracts are important whether your business sells goods or services. With goods, contracts define price, delivery, the refund policy, shipping, when and how payment is due, and quantity. Issues can arise in any of those areas so it’s important to have them defined in writing.

Services contracts may need additional terms to help protect you. Service contracts can define what exact services will be provided. Some services are dependent on client response. Service contracts can allow you to terminate the contract if the client isn’t being responsive. Sometimes the result of a service can be subjective. Service contracts can protect you from a client saying, “I’m not satisfied with the service and I’m not paying.” 

Why It’s Important to Have Terms and Conditions

If you run a website for your business, you’ll want to make sure you include terms and conditions. Terms and conditions are not required by law, but they’re are something you will want to include because it’s the contract between you and the visitors of your site. Terms and conditions can protect you if someone uses your website to make defamatory comments or infringe on someone else's intellectual property rights. Those are things you are not going to want your business to be liable for. There are lots of sample terms and conditions on the internet, however, it is best to have a licensed attorney draft terms and conditions for your website to fit the specific needs of your business. 

Why It’s Important to Have a Privacy Policy

If you collect any kind of personal information from your customers/clients then you will need to have a privacy policy in place. Personal information includes names, addresses, mobile telephone numbers, email addresses, and so forth. A lot of states have privacy laws that require you to disclose what personal information you store and how you use it. There can be big penalties for not complying with privacy laws. Like terms and conditions, there are lots of sample privacy policies on the internet, however, it is best to have a licensed attorney draft a policy that fits your business. 

Intellectual Property

There are three types of intellectual property: trademarks, copyrights, and patents. It’s important to understand the difference between these because they protect different aspects of your business. And whether you know it or not, many times intellectual property is the most value part of your business. 

Trademarks

A trademark is a word, symbol, or combination thereof that is intended to identify and distinguish one merchant from another. Essentially, trademarks allow consumers to distinguish who is offering what goods or services. You can apply for a federal trademark registration for goods or services that let consumers know your goods and services come from you, such as your business name, logo, slogan, podcast name, service name, product name, and many more. 

In order to obtain federal protection, meaning you are the only one that can use that term or logo throughout the United States, you must apply with the United States Patent and Trademark Office. The trademark application process takes at least six months, and the average amount of time is nine months. Filing a trademark application can be difficult, so it’s best to work with a licensed trademark attorney when filing. 

Copyrights

Put simply, copyrights protect original works of authorship (content): podcast episodes, photos, videos, this blog post, books, songs, movies, and many more. The purpose of copyrights is to award creators for their creations by protecting the expressions of their ideas. 

The neat thing about copyrights is that you don’t have to obtain a registration to have rights. Once you create a work, and it meets the qualifications, it’s automatically protected by copyright law. However, you can register your copyright with the United States Copyright Office, which does have its benefits. First, having a copyright registration allows you to sue someone for copyright infringement in federal court. Additionally, a registration allows you to recover attorney’s fees in a copyright infringement lawsuit. Meaning, if you win an infringement lawsuit, the other side will probably have to pay for the cost of legal fees.

Although we’re in the middle of a pandemic, there is going to be a large wave of new businesses. If you don’t take the time to protect your business now, you will end up spending 10-20x more money in the long run defending yourself. Do what you can now to protect yourself.

About the Expert: Andrea Sager is a small business attorney shaking up the legal industry with her Legalpreneur plan that provides all-access to her firm for small businesses. After working for a large law firm working with large businesses, Andrea realized her true passion was helping small businesses embrace and protect their business and intellectual property. In just under 2 years, Andrea has become the go-to attorney for entrepreneurs, protecting everything from their brand names to their courses and blog posts.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

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Is the Price Right? We Help You Figure It Out

Your product’s value = sorted.

Innovation often comes out of the darkest times. Uber is just one example of the super successful businesses that launched just after the financial crisis of 2008, and we have no doubt that the next big thing will come out of the COVID-19 crisis.

Has your brain been swirling with ideas during quarantine? Have you found whitespace that you know you can fill? Has being laid off given you the courage you need to finally launch that business you’ve been dreaming of? Create & Cultivate is here to help get your business idea off the ground.

Quarantine is the perfect time to lay out the plans for your dream. While your friends are learning to bake bread, knit, or do yoga, you are laying the foundations for your future (you go, girl!).

Once you’ve got that product idea all figured out, you’ve started your business plan, and you came up with a killer brand name; you’re going to face a super difficult question: Is the price right? Ask people to pay too much for your product or service and they will stop buying. Ask too little and your profit margin slides or customers assume your product is poor quality.

An “optimum price” factors in all your costs and maximizes your margins while remaining attractive to customers. Here’s how to set your prices, and be sure to scroll to the end to shop our Create & Cultivate Marketplace The Launch Your Business Bundle with a step-by-step guide to trademarking your business, a legal checklist for startups, panel videos from past C&C events, and so much more! 

KNOW THE MARKET

You need to find out how much customers will pay, as well as how much competitors charge. Simply matching a price is dangerous, though - you need to be sure all your costs - both direct and indirect - are covered.

CHOOSE THE BEST PRICING TECHNIQUE

Cost-plus pricing involves adding a mark-up percentage to costs; this will vary between products, businesses, and sectors. Value-based pricing is determined by how much value your customers attach to your product. Decide what your pricing strategy is before making a calculation.

WORK OUT YOUR COSTS

Include all direct costs, including money spent developing a product or service. Then, calculate your variable costs (for materials, packaging, etc). Work out what percentage of your fixed costs (overheads such as rent, rates, and wages) the product needs to cover. Add all of these costs together and divide by volume to produce a unit break-even figure.

CONSIDER COST-PLUS PRICING

You will need to add a margin or mark-up to your break-even point. If the price looks too high, trim your costs and reduce the price accordingly. Be aware of the limitations of cost-plus pricing, because it works on the assumption you will sell all units. If you don’t, your profit is lower.

SET A VALUE-BASED PRICE

You’ll need to know your market well to set a value-based price. For example, the cost to bring a hairdryer to market might be $10. But you might be able to charge customers $25 if this is the market value.

THINK ABOUT OTHER FACTORS

Can you keep margins modest on some products in order to achieve higher margin sales on others? You might need to calculate different prices for different territories, markets, or sales you make online.

STAY ON YOUR TOES

Prices can seldom be fixed for long. Your costs, customers, and competitors can change, so you will have to shift your prices to keep up with the market. Keep an eye on what’s going on and talk to your customers regularly to make sure your prices remain optimal.

Starting a business and need more guidance?

Add the Create & Cultivate Marketplace The Launch Your Business Bundle to your cart, or get unlimited access to our entire library of downloads and videos when you join Insiders.

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Ask an Expert: What to Do When Your Revenue Is Significantly Slashed, According to a CEO

“I haven’t taken a paycheck since February.”

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

I haven’t taken a paycheck since February, its more important to me to think about the company long term.”

In this edition of our Ask an Expert series, Dr. Heather D. Rogers, the founder and CEO of Doctor Rogers RESTORE, joined us on Instagram Live to chat about everything from how to keep your business alive to how to get your best at-home skin.

For the uninitiated, Dr. Rogers is a dermatologist and CEO who is managing both her practice and her business in the midst of this crisis. She is seeing patients, hand packing orders, and wearing more hats than ever before—all while giving up her salary.

Scroll on for some highlights from the conversation—including why you should focus on your mission—and follow Create & Cultivate on Instagram to tune into the next one.

Your Brand Pillars Matter

“Being a brand right now, you really have to have very clear ideas of what your pillars are. Don’t start a company unless you can say why you are different and what you bring to the marketplace in three sentences. If you’re trying to bring something better to market and help people, that is something there is always space for.”

Less Is More When It Comes to At-Home Skincare

“When you’re at home, don’t overdo your skincare. Don’t do 15 masks a week, don’t over-exfoliate. Make sure you wash your face, moisturize your face, and wear sunscreen.”

“You should wear sunscreen even if you don’t go outside. When you’re inside, if you’re by a window, you will get UVA, which will break down collagen and give you brown spots—I always recommend a zinc-based sunscreen.”

“When your skin is agitated, less is more.”

Give and Get Support (We All Need It)

“I haven’t taken a paycheck since February, its more important to me to think about the company long term.”

“The really big banks are not going to help you here, you need to find the small banks that you can build a relationship with who will really go to bat for you.”

“We started a campaign called Help the Healers to give our products to healthcare workers. It feels good for us to do it, it helps the healthcare workers, and its also creating content.”

“I’ve been working really hard to be responsive to needs without being reactive because everyone needs a little more help right now. You need to thank your staff every day and recognize what they are doing every day.”

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

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How Women Can Get Their Books Published, According to an Accomplished Author

Andrea Bartz tells us what it really takes.

Just write! It sounds simple, but it’s the step we so often get stuck on. Let the first draft be terrible.

—Andrea Bartz, Author of “The Herd” and “The Lost Night”

Here’s a bit of good news: Female authors dominated 2019’s major literary awards. Both winners of the 2019 Booker Prize were women, as were the winners of the National Book Awards for fiction and nonfiction, and a woman took home the 2019 Pulitzer for general nonfiction. But female authors aren’t just gaining attention from the industry’s leading critics—readers are taking note, too. In fact, of the 10 best-selling books of the past decade, eight were written by women.

To find out what aspiring women authors need to do to get their books published, we sat down with none other than Andrea Bartz, the author of the wildly popular, edge-of-your-seat thrillers “The Lost Night” and “The Herd,” which hit shelves on March 24. Ahead, Bartz tells us what it really takes to go from writing a manuscript to getting your book optioned for a TV series, including how to land a literary agent, overcome writer's block, and stay on top of deadlines along the way.

CREATE & CULTIVATE: You're an accomplished author with two novels to your name (congratulations!)—but can you take us back to the beginning? What does it take to land a book deal? 

ANDREA BARTZ: Thank you! I started working on the manuscript for my first novel, “The Lost Night” (a whodunit that’s a bit like “The Girl on the Train” meets HBO’s “Girls”) in late 2014—at the time I had a full-time job as a magazine editor, but I started working on it in my free time. It took about two years to get it ready to show to agents, and I signed with a literary agent in late 2016. We worked on more revisions and finally landed a book deal for it in July 2017—and then there were more rounds of revisions before it finally came out in February 2019.

For my second book, “The Herd” (a thriller set in an exclusive all-female co-working space), I already had an editor who wanted to work with me again, so I got a book deal based on the idea and a few sample chapters in late 2018 and turned in a first draft a few months later. Now I’m hard at work on my third novel, which should come out in 2021!  

Do you need to have a large audience (a.k.a. a built-in market) to get noticed by agents and publishers? 

Nope! Having a built-in audience certainly won’t hurt, but agents and editors are looking for a great book that they think will fly off the shelves—so even if you’re not social-media famous, if your manuscript is fabulous, they’ll consider publishing it. That said, I think it’s smart to be on Twitter and Instagram, at minimum, where you can connect with authors and bookstagrammers and demonstrate that you’re savvy at self-promotion. But if you don’t already have a ton of followers, don’t let that stop you from trying to sell a novel. 

What comes first: the book or the book proposal? How do you go about writing a book proposal? Are there any mistakes you've learned from along the way that you can share? 

Nonfiction writers start with a proposal—it includes stuff like an outline, sample chapters, and a market analysis. Then, they get a book deal and head off into the world to do their research and write the book. I confess I don’t know too much about nonfiction book proposals, because I write fiction! For your debut novel, you’ll need to write the entire manuscript before you can try to sell it. You’ll query agents with a completed draft, and then your agent will try to find an editor (at a publishing house) to buy it and publish it. That’s how I sold “The Lost Night.”

For my second book, “The Herd,” I was able to sell it on essentially a proposal: I wrote 50 sample pages, plus a one-page “treatment” that gave an overview of the characters, plot, and “hook.” I know other authors go into more detail and sell their editor with sample pages plus a detailed, multi-page outline, but since I write without an outline, the best I could do was share the general idea! By the time you’re at that stage, though, your agent can help guide you on selling book number two. For that first novel, you’ll need to write the whole dang thing.

Keep in mind that most authors never feel like writing. You can’t wait until you get the urge to write. You just have to sit down and write!

Both of your novels were published by a major publishing house, how did you decide to go with a traditional publisher? Did you consider self-publishing? Can you talk us through that decision?

I always knew I wanted to go the traditional route: I wanted to see my book in bookstores, which is hard to do when you self-publish, and I wanted to focus on the writing and let other people think about stuff like cover design and ad strategy and publicity plans. When you sell your book to a publisher, they kinda take it from there—but the tradeoff is that you make far less money per copy sold. I don’t know a ton about self-publishing, but I know that those who are successful at it write in genres that sell well online (such as romance), spend a lot of their own money in upfront costs like hiring a copyeditor and getting the cover designed so everything looks professional, and invest tons of time in learning digital marketing so that they can actually find readers and make money. It’s a totally different way to approach publishing.

How did you find a literary agent? What did you look for in an agent and what would you advise others look for? Can you share links to resources for aspiring authors who are just beginning this process?

When I felt “The Lost Night” was in good shape, I started by researching literary agents who were accepting queries. I used Publishers Marketplace’s Dealmakers database to find the agents of authors whose work was similar to mine. I searched for specific terms like “female psychological thrillers” on AgentQuery, and I browsed through the Twitter hashtag #MSWL (Manuscript Wish List) to see what agents were looking for. Here’s an article I wrote on the process, which goes into detail on resources used and even includes my query letter.

How do you manage your time while you’re writing? Does your publisher give you deadlines, or do you create your own? What tools do you use to stay on top of your deadlines? 

My publisher sets my deadlines based on when each book is supposed to come out. But it can be intimidating to think of it in huge terms: In five months, you need to complete a 100,000-word manuscript. So instead, I start by using pacemaker.press to calculate how much I need to accomplish every day; it lets you block off days when you'll do less or no work (e.g., a holiday or trip), and you can keep track of your progress on the site. When it comes to actually drafting, I use the Pomodoro method: I use tomato-timer.com to do 20 minutes of uninterrupted work followed by a 5-minute break. Then I repeat as needed until I hit my word count goal.

Your sophomore thriller, “The Herd,” was recently published on March 24, 2020. Was it more or less difficult to come up with an idea for your second novel after already having published your first?  

Coming up with a second book idea was tough. It took a while to settle on an idea that my editor was into—she said no to my first two ideas, because she didn’t think they spoke to my strengths as a thriller writer or that they’d appeal to readers of “The Lost Night.” I was frustrated at the time, but she was totally right! “The Lost Night” is a mystery set in the warehouse parties of hipster Brooklyn in 2009, and part of the fun comes from taking the reader inside the close-knit, closed-door world of that social milieu. My editor challenged me to find another juicy, exclusive setting that would allow me to go deep on complex female friendships—which is how I wound up setting a mystery inside an elite, all-female co-working space. 

Don’t psych yourself out or worry about whether your book will fit into the shifting marketplace years down the line

How do you deal with writer’s block?

I mentioned the Pomodoro method, which definitely helps when I’m stuck—when the twenty-minute writing sprint begins, sometimes the first minute is just me typing I HATE THIS THIS IS TERRIBLE I DON’T KNOW WHAT TO WRITE. But once you get going, real words start to flow. Another tip, if you’re stuck on a plot problem, is to write it in a notebook right before bed. Your subconscious will work on it as you sleep, and the next morning you’ll find you’re much closer to having the answer. Finally: Keep in mind that most authors never feel like writing. You can’t wait until you get the urge to write. You just have to sit down and write! 

Your debut novel, “The Lost Night,” was optioned for development as a limited series by Mila Kunis. Can you tell us about that process? What does it really mean to have a book be optioned and what advice can you share for other authors looking to land entertainment deals?

The two production companies involved, Cartel Entertainment and Orchard Farm, actually reached out to me directly to ask if TV rights were still available. My literary agent had hooked me up with a film/TV agent within the same agency (ICM Partners), so I connected them with her. The production companies made an offer and I requested a phone call to discuss their vision for the book, what they’d want to change, and what role, if any, they’d want me to have in developing the limited series. It was pretty surreal to be on a call with Mila Kunis and to hear her talking about my book!

Getting a book optioned just means a production company has the exclusive rights to try to get it made—there are no guarantees. So right now they’re working to bring other people onto the project, and to find a home for it (such as premium cable or streaming). I’m not super involved—it’s their art form, not mine! As far as I know, the best way to get your book into the hands of a Hollywood production company is to work with a film agent. I inherited my film agent because she’s part of the same company as my literary agent, but if you work with a literary agent at, say, a boutique firm, they can still hook you up with an external film agent.  

What advice do you have for aspiring female writers?

Just write! It sounds simple, but it’s the step we so often get stuck on. Let the first draft be terrible. Don’t psych yourself out or worry about whether your book will fit into the shifting marketplace years down the line. As the old adage says: You can’t edit a blank page. Go ahead and write, and then you can start the long process of revising, perfecting, and finding your path to publication.

The Herd

A novel by Andrea Bartz

$27

About Andrea Bartz: Andrea Bartz is a Brooklyn-based journalist and author of “The Herd,” which Publishers Weekly called “a smart, twisty thriller.” Her debut, “The Lost Night,” is being developed for TV by Mila Kunis. It was named a best book of the year by Real Simple, Glamour, Marie Claire, Library Journal, Crime Reads, Popsugar, She Reads, and other publications. Her work has appeared in The Wall Street Journal, Vogue, Cosmopolitan, Women's Health, Martha Stewart Living, Elle, and many other outlets, and she's held editorial positions at Glamour, Psychology Today, and Self, among other titles.

About “The Herd,” out March 24: When an exclusive New York women’s workspace is rocked by the mysterious disappearance of its enigmatic founder, two sisters must uncover the haunting truth before they lose their friendships, their careers—maybe even their lives. 

Lede image photo credit: Kate Lord courtesy of Andrea Bartz

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How Brick-and-Mortar Businesses Can Pivot to Sell on Social Media During COVID-19

Ready to get online?

Photo: Lisa Fotios for Pexels

Just because your physical doors are closed doesn’t mean your virtual ones aren’t open.

Instead of sitting back, kicking your feet up while binge-watching Netflix, consider making some changes in your business right now. The best part? If you go online now, you’ll be ahead of the game for the future and set your business up for success as we further enter the digital world.

Ready to get online? Here are the five things every brick-and-mortar business could be doing right now—and no, you don’t need to discount every product just to make ends meet!

1. Make It Personal

First, make sure your marketing materials include creative, thoughtful, and personalized touches. Uncertain times call for personal connection, right? So be sure to include something that will stand out to your customer.

Here’s an example: My fiance and I ordered takeout from a local Greek restaurant. When they came to the car with our food, they gave us a squirt of hand sanitizer so we could eat some fries on the way home. Who doesn’t want to dig in while they’re still warm and not have to worry about getting sick?! 

2. Go Virtual

Second, the one that should be a bit more obvious, go online! Everyone’s showing up virtually, so you should be, too. This is the time to get hooked on Zoom, Instagram, and Facebook Live. If you’re offering a service, now’s the time to get creative and provide virtual support. If you’re offering a product, start showing, selling, and shipping using live video.

If your events keep getting pushed back, instead of canceling, switch them to online events. Own a clothing boutique? Perfect. Host a “live” fashion show. Or maybe you sell stationery, crafts, or flowers—why not sell your items live, but make it even more interesting with a three-day challenge where everyone crafts at home with you? Get your community involved not only to try to drive sales but also to give something back to your community! 

3. Discounts, Anyone?

Third, discounts. I know I said don’t discount every product in your inventory, but that doesn’t mean you shouldn’t do any discounts at all. This is a time when many people aren’t making money, so they’re typically not wanting to spend money. What better way to convince them than special (and strategic) offers?

You can do this in a way where you’re selling more but not seeing a dip in profit—meaning, don’t discount just for the sake of offering discounts. Instead, you can bundle items, make a major flash sale with “almost out-of-season” pieces, or offer to match a credit. If someone pays you $30, match them 50% of their payment in credit towards future purchases. Just don’t forget to set a maximum.

If you want to make it even more appealing, you can switch things up and offer a give-back program. Donate a portion of all proceeds, match purchase prices, or accept donations. And remember, if you’re passionate about something, the better it will do. I donated $100 from every course sale in March 2020 to a woman in need, totaling over $6,000 in donations.

4. Time to Advertise

Fourth, surprise, surprise! Many don’t know this, but online advertising costs are cut in half right now. Two words: take advantage. If you don’t have an online offer that you can get creative with right off the bat, consider just running ads for your quality content and focus on building your email list for when this is over.

5. Cut Through the Noise

Last but not least, cut through the noise. Offer an element of fun to help get people through these difficult times.

Try doing a social media scavenger hunt and ask your followers to find a post where you talked about XYZ, or encourage them to watch today’s story and answer a riddle. Facilitate a little “playtime,” your audience will appreciate it. 

The best thing you can do during this time is to be human. One thing we truly need to survive is connection, and that’s what’s missing for many right now. So get online, offer weekly video segments around trends and pop culture, make quizzes, introduce your staff in fun ways, and be a beam of positivity. Remember, there’s always an opportunity to help those in need. 

About the Author: Shannon Lutz is the owner of The Social Bungalow, and the go-to marketing strategist for female entrepreneurs devoted to making a purpose-driven impact while earning a wildest-dreams-status income. The Social Bungalow is a clever, creative, and collaborative online education space dedicated to helping women market their expertise and structure their businesses for big-picture profit. She said “peace out” to a 10-year corporate marketing career where she assisted in building multi-million-dollar businesses and marketing A-list celebrities (*cough* ARod & JLo *cough*). Now, she uses this marketing-prowess to turn solopreneurs into 6- and 7-figure CEOs.

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5 Strategies for Working From Home With Children From a Successful Entrepreneur

You got this, Mom!

Photo: Courtesy of Karrie Brady

With working-from-home becoming a new norm around the world, many parents have had to transition to a whole new work-life balance.

Between daycares, nannies, and sitters now being unavailable, to schools transitioning to online classes, while others are canceling classes altogether—parents are left to navigate a whole new work-from-home balance with their children. With a lot more on everyone’s plate at home, this can cause a great deal of stress for your work and your little ones.

With the risk of increased burnout and stress navigating this new normal, I’m here to share a few of my favorite tips from my own experience as an entrepreneur and mom so you can come out on the other end, stronger than ever before. 

Here are five tips for creating the space and strategy you need to build a successful work-life balance right now.

1. Make a Plan

Schedule and batch your work around your child’s napping and sleeping schedule. This will be a savior for when unexpected deadlines come up or for when you need dedicated time set aside to get some of your core projects done.

Batching your work also creates a healthy balance for the time dedicated to work and the time devoted to your family. For example, I try to avoid conference calls in the morning when my daughter is having breakfast. That way, I can stay present and be with her before I start my workday.

Also, don’t underestimate the power of getting up before your kids to start the day with some peaceful, uninterrupted work! Sometimes you just need some quiet time to get stuff done.

It’s okay to have help, you don’t have to do it alone, I promise.

—Karrie Brady

2. Create a Dedicated Work Space

It can be tough working from home while your children are also home all day. That’s why it’s so essential to have a dedicated room, office, or even a simple space for your work. This helps to remove distractions when you do have team or client calls, webinars, etc., and this can help create healthy boundaries with your little ones in terms of where they can “play,” and where you work.

3. Hire Help in Your Business

Hire help. Yesterday. Whether that’s a virtual assistant, copywriter, or operations lead, hire someone who can help you streamline your processes and give you back the time you need to spend on your business. Outsourcing is a very under-utilized tool by most people, but moms especially. It’s okay to have help, you don’t have to do it alone, I promise.

4. Create Non-Negotiable Boundaries

For a lot of companies that are navigating this work-from-home dynamic for the first time with their employees, lines can become blurry in terms of how “available” you’re expected to be and when you can and should “leave” work. This is when it’s crucial to create non-negotiable boundaries for yourself and your work. Try to create “working hours” around the time you want to have to yourself and quality time with your family. Not only will you and your family benefit from this consistent, quality time that you’re getting together, but your work will benefit, too.

“T

he best way to navigate this new norm is to welcome each day with grace. Not every day is going to be the same.

—Karrie Brady

5. Batch Your Work Schedule

Try to focus on relevant and specific tasks for a blocked period of time. I recommend batching creative projects on different days to stay in a creative energy and mindset. By batching your tasks, you’re able to stay in the same energy and mindset while accomplishing more because you’re not multitasking.

To balance the time I spend on my business and with my family, I have to make both schedules work together. So I organize conference calls around my daughter’s nap schedule, and once she goes to bed for the night, I continue my work until a set time to wrap up any loose ties before the end of the night. It’s not a typical 9-5 routine, but I get to devote time to successfully completing tasks in my business and spending quality time with my family.

To be honest, the best way to navigate this new norm is to welcome each day with grace. Not every day is going to be the same, but if you have a rough plan and routine in place, you’ll be in good shape to create a healthy balance between thriving in your business and your home life.

About the Author: Karrie Brady is a speaker, educator, and sales expert specializing in sales and marketing. She’s worked with over 500 entrepreneurs, helping them leave their 9-5s, build their savings to six-figures, and cumulatively make over $2,000,000 online. Karrie’s passion is helping entrepreneurs combine soul-level connection and radical profit. Raising babies and building businesses, this mama has sold millions in the online space and is ready to help you do the same.

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Ask an Expert: Jaclyn Johnson on Pivoting to Digital, Managing Cashflow, and Being Transparent During COVID-19

“Think about how you can move quickly and nimbly.”

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting live discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

Photo: Create & Cultivate

Our very own Jaclyn Johnson, the founder and CEO of Create & Cultivate, went live on SoFi’s Instagram this morning to talk all things pivoting in the time of COVID-19. In conjunction with Create & Cultivate’s daily Ask an Expert series, she joined SoFi spokesperson and career expert Ashley Stahl to chat through everything quarantine has meant for her small businesses (aka Create & Cultivate) and her employees.

Jaclyn talks community, the upcoming digital Money Moves Summit, and ways you can set yourself up for success post-COVID. Whether you are a business owner, just got laid off, or have a business you want to launch, Jaclyn has guidance for you. Read on for all the highlights and some killer advice on how you can come out on the other side of quarantine as your best self (without learning how to bake bread).

On pivoting…

“I think we’ve officially adjusted to the new normal.”

“As an event focused company, we had to pivot quickly to the digital realm.”

On advice for business owners feeling unsure…

“Before doing anything drastic, give it a beat. We’re in the middle of a transitional period where we’ll know more in two or three months where the market is going, where the trends are going, and what will be happening.”

“Number one, take a look at your business: Are their ways to transition into a digital world? If there is, double down on that. Think about what’s working and put all your energy into that.”

“Think about how you can move quickly and nimbly in this environment to keep money coming in.”

On how to nurture community…

“When it comes to community, it’s challenging. You don’t want to come off as ‘buy, buy, buy,’ but the reality is we’re in an economic situation where we need to be supporting small business owners and we need to be a part of that conversation.” 

“It’s important to be authentic and to be vulnerable. Now is not the time to be like, ‘We’ve got it all figured out, we know exactly what’s going on.’ It’s about finding a way to be there for your community in a way that’s impactful and informative, but also realistic because everyone is going through it.”

On employee relations…

“It’s really important to be transparent about what’s going on and be over communicative and let them know that you’re figuring this out as well but keeping that line of communication open.”

“We have to shift the way we think, we have to shift the way we’re doing business. So really allow your team to bring ideas to the table.”

On navigating furloughs and layoffs…

“You don’t want a lot of voices in the room when it comes to decisions like this. It can be even harder to navigate these conversations.”

“This is, hopefully for a lot of people, a temporary situation. So, if you are on the other side of this, don’t take this personally as a ‘career fail’ this is a pandemic that we’re dealing with.”

“It’s about having your employees understand how the government can support them as well.”

“We’ll be coming back from this and businesses will want to hire because they will be incentivized to hire.”

On transitioning to online…

“What we’ve found is that people are spending so much time online and they want to better themselves.”

“People are trying to improve themselves through online content.”

“Everyone should be asking for help during this time.”

On keeping money in your business...

“One, look at your accounts receivables and see where you’re at with that—and look at what your late fees are if people are overdue to maximize that money that’s coming in. Two, think about, ‘Where am I spending each month and where can I reduce this cost?’ For us, there were things we used for events like Spotify and Rent The Runway that got nixed. We put everything on hold in that space. Three, cash flow is really important right now. Think about how you can make incremental dollars without spending on talent or consultants or whatever it may be.”

“One thing we’ve really doubled down on is Instagram ads because usually when you spend money on those you can make money. Think about how you can maximize your ad spend.”

“It’s about being really conservative with your cash flow right now.”

On the Money Moves Summit

“The Summit is all about pivoting in the new normal. So, it’s about entrepreneurs, business owners, freelancers, creatives, or someone who got furloughed or laid off. It’s really for anyone who is looking to thrive, not just survive, post COVID-19.”

“Our event is $29.99 and all the proceeds are going to a grant for a small business owner. That is something we wanted to do not only because of what’s happening in the world but we wanted to give back to our community in some way.”

On providing value while working from home…

“I think what is important is being proactive and bringing things to the table. If you feel like you’re not getting your message across, create a list of the things you’ve got done or that you think we should be doing. Be proactive about it.”

On reconnecting with your purpose…

“What has historically happened in times like this is innovation, which is an exciting good thing that we can look forward to.” 

“Use this time to think about what are people going to need coming out of this? Where is there space in the market? Where is there white space to take advantage of and that you can build something for? Also, what excites you and makes you happy?”

On making big changes…

“Think about what you want and then make a 6-month road map.”

“I don’t think now is the time to make rash moves. I think being strategic makes a lot of sense. But it’s important to look at things that aren’t working.”

On setting the foundation for a brand…

“I always say, ‘Think of your full-time job as your investor in your company.’ Look at your paycheck and see what you can put toward your next venture, and then understand what you need for a three-to-six-month runway for your business.”

“Start planting seeds, see what’s out there, see if there is interest.”

“Don’t launch a replica of what someone else is doing. Think through how you can put a spin on it or make it uniquely yours. Or look at what someone is offering and look at what is missing.” 

“You cannot go into anything thinking, ‘What if,’ you have to go in thinking, ‘What’s next.’”

On the best thing to do for your business right now…

“Take a deep dive into your customer. See what they like, what they’re reacting to. I think this is a great time to poll your audience. Learn about your audience and what they want.”

On partnership and sponsors…

“Sponsorship is tricky right now. The people I am reaching out to right now are people I have really good relationships with, people I have worked with a couple of times or known for years.”  

On generating creativity…

“Set up fun activities for yourself like a wine and paint night or gardening. It’s about taking time to enjoy little moments.”

“I think it’s important to manifest the future.”

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

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Ask an Expert: How to Boost Your Immunity and Stay Healthy at Home

You’ve been wearing a mask, washing your hands, and staying inside, but have you done anything to boost your immune system?

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting live discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

Photo: Courtesy of Mia Syn

Health is on all of our minds a lot these days. You’ve been wearing a mask, washing your hands, and staying inside, but have you done anything to boost your immune system? Now more than ever our bodies need support to stay healthy. As we adjust to our new normal we need to remember that taking care of ourselves is more than a mud mask or an Epsom salt bath.

If your healthy choices have been lacking (same, we don’t blame you) it’s probably time to reevaluate. There are lots of ways that you can improve your health and keep your immune system in tip-top shape even while you’re stuck at home. To find out how to step up our self-care, we tapped Mia Syn, a registered dietitian nutritionist, to share all her tips on our Instagram Live Ask an Expert series.

Scroll on for her expert tips on boosting your immune system and staying healthy while navigating the new normal during COVID-19.

1. Can you really boost your immunity through diet, or does it come down to genetics too?

Good nutrition is essential for a strong immune system, however, there is a genetic component in the case of seasonal allergies or autoimmune conditions like celiac disease, for example. Additionally, as we age, our immune system starts to decline, that's why we classify the elderly as immunocompromised. No one food or supplement can prevent illness but there are certain nutrients that play a specific role in the body’s immune system

2. What are some diet changes I can make to boost my immune system right now? And how long does it take to come into effect?

These vitamins, minerals, and macronutrients specifically play a role in immunity but following a balanced eating pattern—not cutting out any food groups is important so that you don’t fall short on any of those. Getting these nutrients from food is preferred but not always possible that’s where supplements may be of benefit. I recommend talking to a dietitian who can evaluate your current diet and make recommendations accordingly. 

  • Vitamin A is a fat-soluble vitamin and it’s only found bioavailable in a handful of foods like eggs, fatty fish, and organ meats. Vitamin A is also found in some fortified foods like milk and cereals—read the nutrition facts label. However, foods like sweet potatoes, carrots, spinach, and lettuce contain beta carotene which our body is able to somewhat convert into vitamin A.

  • Vitamin C is a water-soluble vitamin, so our body does not store it, we need to replenish it regularly. Besides citrus fruits like oranges and grapefruit, it’s also found in bell peppers, kiwi, and strawberries. There’s also research to suggest that vitamin c may help shorten the duration of a cold.

  • Vitamin D is found in a handful of foods like salmon, mackerel, tuna, some fortified milk, and cereals. It can be synthesized by our skin when outdoors. 

  • Prebiotics and probiotics: Prebiotics are non-digestible fibers that selectively stimulate the growth of beneficial bacteria found in foods like asparagus, onions, and leeks. Probiotics are beneficial bacteria that add to the population of healthy microbes in your gut found in foods like yogurt, sauerkraut, and kombucha.

  • Protein is a key building block for immune cells and antibodies that helps our immune system do its job. Protein comes from meat dish dairy, nuts, seeds, seeds, and legumes.

3. What supplements should I be taking to support my immunity?

This goes back to the previous question about nutrients specifically playing a role in immunity and where you might be lacking in your diet. 

  • Vitamin D – Many people may benefit from a supplement if they don’t consume foods like sardines, oysters, and other fatty fish or fortified foods regularly. Talk to your dietitian or physician who can evaluate your diet better to determine if a good fit

  • Probiotics – Healthy individuals could benefit from taking a probiotic supplement, especially if you aren’t eating fermented foods regularly. People with a weakened immune system should speak to their doctor first. 

  • AllerLife is a supplement that I am working with right now. It’s drug-free, completely nutrition-based, and is designed for allergy sufferers to take in conjunction with their current medication to address those allergy blah feelings that remain even after relieving your allergy symptoms with your allergy medication. I like it because it contains those immunity-supporting nutrients that I had described including zinc, vitamin C, and vitamin D, so it kind covers all those bases. If you are an allergy sufferer and suspect you might be falling short on some of those key nutrients, Allerlife could be a good solution. 

4. How does my lifestyle impact my immune health? What can I do to strengthen my immune system?

I suggest incorporating all food groups, and not being restrictive. Eat:

  • Plenty of fruits and vegetables

  • Healthy fats to help you absorb and utilize those important fat-soluble vitamins that play a role in immunity like vitamins A, D, and E.

  • Protein into each meal and snack, which is a key building block for immune cells and antibodies, helps our immune system do its job.

  • Filling in the gaps with supplements wherever needed

  • Limiting alcohol – in moderation if you do drink

  • Not smoking

It’s also essential to exercise regularly:

  • The American Heart Association recommends 150 minutes per week (30 minutes, 5 times a week) of moderate-intensity aerobic activity (like a brisk walk) or 75 minutes per week of vigorous aerobic activity (running, cycling,). Strength train at least 2x per week. 

  • Exercise also makes you feel good, lowers stress, helps with weight management, increase energy levels, support muscle and bone health, brain health, memory, helps you sleep better

You also need to manage your stress levels:

  • Scientists are looking at the link between chronic stress and its relationship to immunity.

  • They are making progress and studies suggest that it may dysregulate the human immune system.

Getting enough sleep is also incredibly important:

  • There is a link between lack of sleep and getting sick.

  • The CDC recommends that adults get 7 or more hours per night.

  • Lack of sleep can affect mood, memory, blood sugar, impair judgment.

  • Researchers say getting good sleep can strengthen your immune system by enhancing your ability to adhere to and destroy cells infected by viruses and other pathogens.

5. How does sleep or lack of it lower my immune? How many hours of sleep should I be getting a night? 

Getting enough sleep is important for people of all ages to stay in good health. The CDC says 1 in 3 Americans don’t get enough sleep. Studies show that people who don't get quality sleep or enough sleep are more likely to get sick after being exposed to a virus, such as a common cold virus. Lack of sleep can also affect how fast you recover if you do get sick.

But if not getting enough sleep is a regular part of your routine, you may be at an increased risk for obesity, diabetes, high blood pressure, coronary heart disease and stroke, depression, and even early death. How much sleep you need changes as you age. Adults aim for 7-8 hours per night. AllerLife Sleep contains those immunity-supporting vitamins and minerals plus melatonin which is a hormone that we produce in response to darkness and helps promote a restful night’s sleep.


6. How does gut-health impact my immunity? What foods, supplements, lifestyle modifications should I be making to support a happy gut? 

About 60-70% of our immune system is in our gut. Having a balanced and diverse gut flora can support a strong immune system. 

  • Not only can the food we eat POSITIVELY impact our gut health but some things that can negatively affect it include:

o   Hydrogenated oil

o   Refined carbohydrates

o   Trans fats

o   Added sugars

o   Low fiber intake

o   Stress

o   Antibiotics and other medications

o   Not enough sleep 

  • Two things that we can incorporate into our diet that support a healthy gut are prebiotics and probiotics:

    • Prebiotics – asparagus, onions, leeks, garlic, oats 

      •  Non-digestible fiber that selectively stimulates the growth of beneficial bacteria. 

    • Probiotics – yogurt, sauerkraut, kombucha

      • Beneficial that add to the population of healthy microbes in your gut. 

7. What are healthy fats and which ones should I be eating? How do they help?

Fat-soluble vitamins A, D, and E play roles in keeping our immune system strong. Because they are fat-soluble it important that we consume healthy fats to aid their absorption. Fatty fish contain omega 3 fats, which are considered essential because our bodies cannot them on its own. Mono- and polyunsaturated fats found in plant foods like avocado, nuts, and seeds are also beneficial. The fat you want to limit is saturated found in fatty meat and high-fat dairy. Trans fats should be eliminated which are found in a lot of processed foods like cakes and cookies—always read the label.

8. Do probiotics actually work or should I be eating fermented foods instead? Which ones should I be taking?

By definition, probiotics are live, friendly bacteria that offer a health benefit by assisting the body’s naturally occurring gut flora. Additionally, they challenge the immune system in a healthy way and help make it stronger. They also help our body absorb certain vitamins and minerals including calcium, iron, and vitamins A, D, K, and E to name a few. Fermented foods like sauerkraut, kefir, yogurt, and kimchi are sources. 

Probiotics supplements are individualized. Some ways to know if it is working is maybe your digestion is more regular, using the bathroom regularly. Pay attention to how you feel. In some cases, you may feel worse. People with a weakened immune system should speak to their doctor first. Find one that works for you.  

9. Can you share how much water I should be drinking a day? How can I consume more water and can I get it through food too?

Water is the “forgotten nutrient.” Many underestimate its critical importance and the need to stay hydrated. We need it for the functioning of cells and organs, it aids elimination and helps carry nutrients to our cells. The CDC has recommendations for total daily fluid intake adult men is 3.7 L or about 13 cups and 2.7 L or about 9 cups for women. This comes from drinking water, but also foods you eat and other fluids like coffee. Hydrating produce include watermelon, bell pepper, tomato, leafy greens, and cucumber

10. I’ve read that stress can really impact immune health, but it’s hard not to have stress and anxiety right now. Any advice?

Studies suggest that chronic stress may dysregulate the immune system. Exercise and meditation have been shown to help with management in some individuals. Finding what works for you is key.

About the Expert: Mia Syn is a registered dietitian nutritionist (RDN) based in Charleston, South Carolina. She’s a nationally recognized nutrition expert and host of Good Food Friday on ABC 4. She holds a master of science in human nutrition from Columbia University and has been featured by dozens of major media outlets including Women's Health Magazine, Cosmopolitan, and BuzzFeed. As one of the most recognized and trusted young dietitians in the country, she has helped hundreds of her clients, and millions of her readers lose weight, improve their health, and adopt healthier eating habits.

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

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Ask an Expert: How to Develop a Content Marketing Strategy That Resonates During COVID-19

Social media usage and engagement have increased by over 30%.

We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!

We’re in the midst of a pandemic, and there is no doubt that emotions are running high. As a marketing agency, it’s our job at Elevate My Brand to know when to adjust and pivot our own, as well as our client’s, marketing strategies. Because of all that’s happening with COVID19, you’ll likely have to adjust your messaging and be strategic in the way you approach your audience. Here’s how.

Step Up Your PR

While now may not be the time to be pushing sales, it’s a great time to step up your PR presence and get your name out there. Times are uncertain, but if anything is true, it’s that we’re all in this together. When COVID-19 started to unfold, the first thing I thought was, “How can I be of service to those who are struggling?”

As a small business owner myself, I saw it as my responsibility to use my expertise to help those around me. So, I wrote an article on 5 Marketing Tips to Stay Profitable During the COVID-19 Pandemic and our team worked their PR magic to push that article everywhere, with one goal: to reach and help as many people as possible during this difficult time. But one and done doesn’t cut it anymore, so we also penned the follow-up article, How to Elevate Your Brand, Strategize, and Execute in These Strange Days to give the next steps and a more positive future-looking perspective on how to approach things now that we’ve been in it for a few weeks. Things are changing rapidly, it’s your duty to support your community with whatever gifts you have. When you start there, you can’t go wrong and it’s clear that you aren’t tone-deaf or tackily selling.

With everyone shifting their focus to digital, now is also a great time to push your message out on socials via content collaborations. Instagram Lives have skyrocketed in popularity, with many large platforms hosting live takeovers, such as Create & Cultivate’s Ask An Expert series, which you have hopefully had a chance to see! Since we’ve all been #WFH, social media usage and engagement have increased over 30% so take advantage of this and reach out to as many sources as possible to see if they are willing to share your message.

Not only will you be helping your community, but you’ll be building brand awareness as well. This means that when things do open back up, you’ll have built some new top of mind awareness that will help you get back on top quicker. 

Adjust Scheduled Content

Running on a schedule makes life so much easier, I know. But in a time like this when life is so unpredictable, it’s important to step back and take things day by day and that includes your marketing strategy as well. If you scheduled content to go out on your social channels and blogs, you’ll definitely want to take a look at it and see if it’s still appropriate for the times. At Elevate My Brand, we have had to pivot a little bit with our blog posts, pushing back topics to make room for content having to do with COVID-19. Sometimes, adjusting your content is as easy as changing a caption for a photograph. Want to post that picture of your product with a group of people? Be sure to let your audience know that this photo was taken pre-quarantine so your followers don’t get upset that you’re not following social distancing rules. 

It takes a lot of work to properly plan and execute a successful marketing strategy, and you don’t want all that hard work to go to waste. While scheduled events and meetings may have been disrupted by COVID-19, that doesn’t mean that they should be canceled. We’re lucky to have technology on our side so that most of these scheduled events can be converted, rather than having to be canceled. Each year I host a women’s networking event called our Elevate Spring Salon, which is a schmooze and booze that supports a different non-profit each quarter. Obviously we can’t proceed as planned, but we have decided to convert the event to digital which should still give us a community feel, support the cause that we’re standing behind and, continue building brand awareness and visibility. P.S. fun isn’t canceled, it’s just converted. 

Don’t Be Tone Deaf 

As I mentioned earlier, emotions are running high right now. Everyone is reacting to the situation in a different way, so it’s crucial that you take note of your audience’s heightened sensitivity during this time. Listen to your community. What is it that they want and need right now? With social media and surveying tools like Survey Monkey, you can actually ask, what a concept! 

Ultimately, you have to trust your instincts. Maybe it’s not the time to push that ad or sell that product. Now’s the time to be authentic and really showcase your brand values. Funny, positive and uplifting content is always welcome, just be sure that you’re being sensitive to the current situation and adding value, not just acting as if nothing has changed. 

We’re going to be in this for a while, even after shelter-in-place orders are lifted. So the faster you can shift your messaging and positioning, the more successful you will be long term, and the less of an uphill battle you’re brand will have when this is truly over.

About the Expert: Laurel Mintz, J.D., M.B.A. is the CEO and founder of award-winning, Los Angeles-based digital marketing agency Elevate My Brand. Laurel’s gift is connecting with people and their stories. After all, companies are made up of people, and stories are just narratives that are the foundation of great marketing. Laurel’s energy has been the driving force behind the agency’s growth since it launched in 2009. Her awards include the 2017 Patrick Soon-Shiong Innovation Award, the 2016 Goldman Sachs 10,000 Small Businesses Company award, the Los Angeles Business Journal 2016 Women In Business Award, and more. 

Tune in daily at 9 am, 12 pm, and 3 pm PST, for new installments of Ask an Expert

Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the schedule, and hit the countdown to get a reminder so you don’t miss out. See you there!

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