Cozy, Content, and Feeling Guilty?

photo: unknown

COZY, CONTENT, AND FEELING GUILTY?

Wrap a towel around yourself and get over it.

As you stare happily out onto the sea with the summer sun on your skin, you might be wondering, “Is my business where I want it to be?” Fair question. It’s important to hit pause and check in. Once you realize that yes, you’re right where you want to be, don’t start feeling guilty! Just remember… 

Happiness is where you are.
 

Now it’s not all smooth sailing & coconut trees - you have to be honest with yourself. But in doing so, don’t lose sight of what’s important to you. For some that may mean choosing not to expand into the national “luxury market” when the local “lovely market” feels just right. For others, the hard-knock hustle is what makes it all worthwhile. Wherever you fall, don’t apologize for knowing what you want instead of conforming to everyone else’s definition of “success.” 

Buuuut let’s not forget, “comfort is the enemy of progress,” so don’t get too snug too soon. Do settle into your business skin (that’s how authentic brands are made); don’t settle for status quo when the newbies come to your market (that’s how companies get forgotten). Stay on your toes! Keep a pulse on your market and a continuous focus on your business (not just in the day to day) to hold on to your slice of happiness. Editor’s Edge can refine your brand, target your ideal clients and make sure your voice stands out above the industry chatter to keep you at the top of your game. 

Once you discover your professional sweet spot add in your personal goals to build your business around the life you want to be living. Whether that means being on the road most weekends of the year or absolutely not living out of a suitcase, define specifically what your #bestlife looks like.  Now put business and pleasure together, flip it and reverse it to map out your road to cozy contentment. 

Want to kick back guilt free as soon as possible? 

We can get you there. 
Let’s get cozy!

 

Are you feelin' yourself?

photo: Ellen von Unwerth

ARE YOU FEELIN’ YOUR (BUSINESS) SELF?

...or is it time to express yourself?

We know that when it comes to your business there’s an internal struggle between fitting in and letting your bright light shine. Sometimes we follow trends hoping they’ll bring us clients, or say yes to certain (free) projects eager to fall in with the “right crowd,” all while neglecting our real beliefs. Well, guess what? It’s time to call bullsh*t on yourself and get real. Break the mold, show your true colors within your brand and the rest (i.e. the right clients) will follow.
 

Here are 5 things to ask yourself
to uncover your kick-ass self

1.

ASK YOURSELF: Does looking at my branding make me throw up in my mouth a little?

EXPRESS YOURSELF: We won’t hold it against you if you made some long-ago decisions based on what was trending at the time, but you’ve moved past that now. Discover the brand style that really represents your work while also setting you apart from the crowd. It’s OK to skip the script font if you’re more of a san-serif person. In short, don’t just do what everyone else is doing.

2.

ASK YOURSELF: Are there services I provide that I’ve come to hate?

EXPRESS YOURSELF: Just like everything else in the world, businesses evolve over time. Congratulations on growing your brand, that’s amazing! It’s also nothing to feel guilty about. Older clients and professional acquaintances may have gotten used to whatever xyz service you started with but it’s time to kick those to the curb if you’re #overit.

3.

ASK YOURSELF: Does my social media look like a familiar collection of “pretty things?”

EXPRESS YOURSELF: If you feel like you’ve seen-that-somewhere-before, then it’s because you’ve probably seen-that-somewhere-before. While it’s great to affirm how on-trend and with-the-times you are, it’s even better to flex your creative muscle and show potential clients what’s really going on in that beautiful mind of yours. After all, isn’t that why they would want to book you in the first place?

4.

ASK YOURSELF: Do I resonate with the industry professionals I’m mingling with?

EXPRESS YOURSELF: Finding your "in-crowd" can be hard but not impossible Here’s the trick, you’ve got to unapologetically be yourself. Yes it’s cliché, but it’s also true. Swallow the self-conscious feelings (literally everyone is awkward here), drop your guard, and look around the room. We bet you’ll find that “your people” were all around you the whole time.

5.

ASK YOURSELF: Who am I really speaking to?

EXPRESS YOURSELF: Make sure what you’re saying isn’t landing on deaf ears. Go beyond basic demographics, dig into details to understand your dream clients and have a real conversation about the specific things that matter to them. Remember, when you speak to everyone, you speak to no one.

The journey to uncovering your inner badass can be tricky. So if some of these questions prompted a couple more questions, don’t fret.

We’re really good at helping
you express yourself.
Ask away!

Like a Boss: Directing 101

photo: Zee Nunes

DIRECTING 101

It’s MORE than just “management.”

Whether it’s the assistant that doesn’t understand timelines or the one who can’t get it right the first (or second) time, we find ourselves going in circles to get sh*t done when there’s way bigger fish to fry. So what’s the catch? Well, you might want to ask yourself, “Am I managing my team or directing them?” There’s a difference! As the boss, your agenda should be on top-level items: setting goals, providing tools, and defining success for your team. That then trickles down to your team, who should be managing themselves. It might sound easy in theory but we know it’s hard in practice (been there, done that, still doing it). Good news is we’ve got a few tips to get you rolling. 

The 4C’s of
Directing like a BOSS

1. COMMUNICATE

BECAUSE: Unfortunately, we’re not all mind readers. Save yourself the annoyance of confusion and be crystal clear when talking about what you want and expect from your team. Bonus points for taking the time to understand the different ways each of your colleagues learns – whether they lean on visuals or need some examples, cater to their style and you’ll all find success sooner. 

BE WARNED: Let’s just say communication is the backbone of directing a team. Without it, you’re going to find yourself burning the midnight oil to catch up on the tasks that your team totally effed up.

2. COLLABORATE

BECAUSE: There’s no “I” in team, or in boss for that matter. Working together can unlock opportunities and solutions you couldn’t come to on your own. The sense of collectiveness will also instill responsibility and ownership in your employees. They’ll feel more invested in your business, which is always a good thing.

BE WARNED: A “my way or the highway” style of micro managing will get you nowhere fast. Not only is it totally annoying but also completely inefficient (see above: you have bigger fish to fry). Empower your team and make them feel they have something to add. Which they do! Otherwise, why did you hire them?

3. COMPLIMENT

BECAUSE: Give credit where credit is due. When it comes to team members, you’re not only building a positive rapport but also giving them a boost of confidence to keep doing great work! Pro tip: it’s the cheapest way to increase employee morale. Regardless of who you are, positive reinforcement will always make you feel like a million bucks. 

BE WARNED: Lack of accolades isn’t great for company morale…or employee retention…or your continued efforts to find your Zen. We’re big believers in the power of positive reinforcement so why not check your ego at the door and give credit where credit’s due. A little goes a long way.

4. CONSTRUCTIVE CRITICISM

BECAUSE: One word: GROWTH. As the boss, for better or worse, it’s part of the gig to support growth in our team members. Honest feedback delivered in a clear and encouraging way will truly resonate with your team to push them to improve and do better work. All that equals less micro managing and more time dedicated to important boss stuff…like finding the perfect LBD for your next speaking engagement. 

BE WARNED: Cue resentment. Without critique, your team can’t look back to look forward and set themselves up for success. Which is incredibly frustrating to them and it’s going to be incredibly frustrating for you too. Skip the passive aggressive hostilities by doling out advice that they can use to create an action plan to accomplishment.  

So to sum it up: Communicate, Collaborate, Compliment and Constructive Criticism. Rinse and repeat for team-fueled success and hard-earned BOSS freedom!

Ready to Call the Shots? 
This Way to Direct Success. 

 

WTF does that mean: Buzzword Breakdown

photo: unknown

IT’S A BUZZWORD BREAKDOWN, YO!

We’re about to cut this one up seven times.

Bzz, bzz, bzz…sometimes the sound of trendy buzzwords is enough to have you reaching for the noise-cancelling headphones. We hear you! We’ll be the first to admit that we’re guilty of using the jargon (sorry!) and even roll our eyes at ourselves sometimes. –Scraaatch- We’re here to spin the top seven buzzwords our way so that they make sense for you.

Ready to take it to the bridge?

1. BRAND

WTF DOES IT MEAN:  A targeted brand is what separates the big dogs in the overcrowded marketplace. The synergy of a cohesive visual style and unique brand voice makes a brand recognizable (in under 3 seconds) and memorable. 

WHAT IT’S GOOD FOR: It’s that clear understanding of brand that gives you the leverage to target and connect emotionally with your ideal client – leading to major $$. 

WHEN TO USE IT: When you know you’re ready to step up your game by turning your small business into a full-fledged brand.

2. CONTENT

WTF DOES IT MEAN:  Content is information packaged in a way (imagery, social media, newsletters, video etc.) that is used to tell a story, portray emotion, explain ideas and connect with people.

WHAT IT’S GOOD FOR: Whether you’re posting to Instagram or putting together your digital marketing materials (i.e. services brochure, online bio, etc.) you’re content is educating potential clients.

WHEN TO USE IT: To create a connection with your target client that convinces them you’re the right person for their unique needs.

3. CURATE

WTF DOES IT MEAN: To curate means to sift through an assortment of similar things, select the best and organize for presentation. 

WHAT IT’S GOOD FOR: Cutting through the crap to create a cohesive brand (and consistent content) that reaches clients in less than 3 seconds. 

WHEN TO USE IT:  In the context of building your business, you would curate your website galleries to feature the work that you want to be booking while removing the work that you’re moving away from…like Mason jar weddings, if that’s not your jam.

4. IDEAL CLIENT

WTF DOES IT MEAN:  An ideal client is someone who you’ve qualified as most likely to benefit from (and purchase) your services and products. 

WHAT IT’S GOOD FOR:  Working with clients that you actually like – cheers to that!

WHEN TO USE IT: Once you outline hyper-specific qualities about your ideal client, such as where they shop, what their favorite TV shows are, where they want to vacation next, you can target them with content that is certain to resonate.  

5. CREATIVE DIRECTION

WTF DOES IT MEAN:  Creative direction is the act of guiding the overall concept for a project. This could be anything from overseeing the design for a website to physically being on set at a photo shoot.

WHAT IT’S GOOD FOR: A great creative director takes a holistic approach to each project to make sure it’s cohesive across all channels, maintains brand taste levels and elevates the team while keeping client goals in mind the entire time.

WHEN TO USE IT: To direct a brand’s vision and goals turning them into reality with style (while removing that whole stress element from the project).

6. SIGNATURE IMAGES

WTF DOES IT MEAN:  Signature images are the visual calling card to your brand. They should be images you share repeatedly because they represent the type of work that you want to be doing. 

WHAT IT’S GOOD FOR: Using signature images consistently and repeatedly will
allow potential clients to recognize your brand immediately.

WHEN TO USE IT: When you want to visually define your brand. Remember, what you put out there is what you get back.

7. INFLUENCER

WTF DOES IT MEAN:  An influencer is a person who has a guiding affect on the purchasing decisions of others. Based on a relationship of trust, often built through social media, influencers are looked to for their “expertise” on certain topics.

WHAT IT’S GOOD FOR: Businesses and brands collaborate with influencers to promote their products and services in a more authentic manner; it should feel like a friend is recommending it. 

WHEN TO USE IT: Getting an invite to that next fomo-inducing FAM trip.

MASH-UP BONUS: STRATEGY

Add to the end of just about anything to make it a SUPER buzzword. 💪🏻 

For example: social media strategy, content strategy, email strategy, or mid-week
survival cocktail strategy.

Feelin’ like mixing things up?
LET’S GET DOWN

So Frustrated You Could Scream?

photo: Marcus Ohlsson

SO FRUSTRATED YOU COULD SCREAM? 

Let it all out.

Oh March, roaring in like a lion with dreary cold weather that just won’t quit. We get it; all you want to do is break out of those winter business blues and fast-forward to spring. Unless you have a Plutonium-filled DeLorean, looks like you’ll be sloshing through the rest of the month with everyone else. Hold up, there is hope! Instead of watching your frustrations pile up alongside the muddy snow, we challenge you to look at them from a new perspective… 

Raise your hand if any of this

sounds familiar:

✓ My potential clients are so damn wishy-washy and take too long to close.

✓ I keep losing gigs to competitors who are in the same league as me.

✓ It’s time for a change. Is my next move a good one?

✓  Am I standing in my own way?

Sounds like “frustrated” is the new “F” word around here. The funny little thing about pent up grievances is that they obscure what’s really going on. That said, how can we step outside of our brands to see and reflect on these issues?

FEEDBACK

Are you hiding under the covers already? We know that receiving feedback is about the most intimidating thing on Earth but we promise it’s the secret to releasing frustrations. Now let’s clarify, that doesn’t mean you should run to your best-friend-in-the-whole-world and ask them to be blatantly honest about your work…because they’ll most likely tell you what you want hear, “It’s not you, it’s them!” We mean seeking a qualified critique from a truly experienced professional in your field (not just any hot young thing calling them self an “expert”). Think of it as the Tim Gunn treatment for your business – no bullshit. You wouldn’t leave the house with mismatched shoes so why would you let your brand look uncoordinated? Make it work. 

If you’re feeling the urge to break through these frustrations, our Content Consulting services are the solution. Editor’s Edge takes a holistic approach to your brand with your big picture in mind the whole time. Working together to (confidentially) discuss your concerns and define your goals, we build a realistic action plan made to differentiate and elevate your brand. Our honest and constructive critiques - we call it our “spoonful of sugar” method - pinpoint your unique strengths and dig into the holes to redefine your signature style. Your business is evolving all the time, and we’re here to guide you to a stronger brand built on your existing foundation.

Ready to flourish this spring? 

Let’s step up your game with a

complimentary call!

Falling in (and out of) Love with your Business

photo: Mark Shaw

FALLIN’ IN (AND OUT OF) LOVE WITH YOUR BUSINESS? 

Let’s play True or False to find out…

1: Just the thought of marketing yourself and your business makes you throw up in your mouth a little bit: TRUE or FALSE?

2: You dream of a specific team of collaborators but don’t quite know how to connect with them: TRUE or FALSE?

3: When you look at your digital galleries, it’s a bit all over the place and even you aren’t sure what you’re selling: TRUE or FALSE?

4: You used to want to buy your clients a drink…now want to throw one in their face: TRUE or FALSE?

5: There’s a disconnect between how you envision your brand and how others see it: TRUE or FALSE? 

If you answered “True”
  to any of those questions, it’s time to
work through a few things.

Don’t sweat it; we all go through some emotional downs in our business (sometimes that leads to a side-hustle affair). Lucky for you, Editor’s Edge is a great relationship therapist. So just lay back (on our imaginary leather couch), read up and start fallin’ back in love with your brand.

WARD OFF NAUSEA: Authentic content is like ginger ale to ward off marketing queasiness. Create content that really connects with your ideal client and you’ll never have to bust out the barf bag again. 

PLAY THE FIELD (PROFESSIONALLY): Is there a special someone arranging flowers you have an Insta-crush on; or do you keep pinning images by the same art director? Reach out! Gush over how awesome they are (everyone loves a compliment) and propose a collaboration. It could be a match made in industry-heaven.

GET A (DIGITAL) FACELIFT: What you show is what you get. Sit down with Dr. 90210 to curate your perfect aesthetic. Giving your work a nip/tuck will make sure you’re keeping up with the (young) competition. 

EMBRACE EVOLVING RELATIONSHIPS: Your business isn’t as young as it used to be, you’ve outgrown a few things...like those clients who want everything to stay the same – including your rates! They say people come into your life for a reason, and you’re grateful for the support from your long-time clients, but you’ve got to keep moving forward. Be clear in communicating who your brand is and the type of work you're (currently) accepting; we bet they'll start taking you out for drinks. 

SEE YOURSELF MORE CLEARLY: Mirror, mirror on the wall…we all know how that tale ends. There’s no magic apple for this one, only honest feedback will wake you up and get you on the right path. Soon enough everyone will be seeing eye to eye with your brand clearly. 

It’s about falling back in love with your work. From embracing a new (leaner) look to finding your tribe, being true to your brand will take a sad song and make it better. Soon enough you'll be singing it from the rooftops!

Still wondering, “where is the love?”

We’ll help guide your search, 
just take a seat on our comfy couch.

Nothing to do, no where to go-o-oh?

photo: Laura Dee

NOTHING TO DO, 
NO WHERE TO GO-O-OH?

Come jam with us at these upcoming gigs!

Okay, so it’s not a tour per se but Editor’s Edge founder, Kristi Drago-Price is hitting the road to “perform" at a town (hopefully) near you.

She’s debuting in Vegas, honored to be presenting at WPPI, the largest US conference for Wedding & Portrait Photographers. Hit the jackpot in sin city with the link below for a free expo pass or a 15% discount on Photo Walks, Plus Classes and Master Classes.

Jet over to Connecticut and catch Kristi at Inspire Photo Retreat for that much-needed boost of creativity. And if you lost it in Vegas, we got you; use code “INSPIREDBYKRISTI” to save $50 on registration!

Looking to get back up to speed? Sail over to Maine for the final presentation at the Relevant Workshop where we’ll be catching up on current industry trends…and crushing some lobstah rolls.

If you’ve been feeling a little holed up this
winter (we’re looking at you, 
solo-entrepreneurs) join us!

Kick it with Kristi and other like-minded creatives. She’ll be talking about curating your visual presence, connecting with your target clients and unapologetically living your brand. Come for the content, stay for the humor (and cocktails) and leave with insights that you can put into play immediately.

Be there or be square - get your tix below!

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LET’S ROCK OUT 🤘🏼

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PICTURE-PERFECT CT!

VEGAS, BABY, VEGAS!

WICKED COOL MAINE!

Should I Stay...

photo: Josh Olins

SHOULD I STAY
OR SHOULD I GO (FOR IT) NOW?

Out with the old, in with the new.

That’s so 2017. Last year had its ups and downs but now it’s time to go full speed ahead into 2018! Did you take a time out in December to reflect on your successes (and learn from your f*ck ups)? Then let’s rock ‘n’ roll because you’re about to kick this year in the a**.

What’s our game plan? 

Kicking out the old, embracing the new and
stepping into 2018 with some swagger!

Let us help get
your brand in formation…

CLARITY

KICK IT:  First things first, let’s get the ball rolling! It can feel overwhelming to find a starting point but don’t let that paralyze you.

EMBRACE IT: Let the questions guide you. If you’re wondering whether your work is attracting the right clients or your Instagram needs a facelift ask the opinions of those you trust.

STEP IN: Did you find some clarity? Now it’s time to really refine it to drive change this year. Our 1C Consult can get you to that aha moment with some real talk constructive criticism that’ll empower you to get into action (like, now).

STYLE

KICK IT:  Vision boards are cute but ditch them for a more intentional Brand Mood Board this year. Honestly, pasting a picture of Kit Harrington on your wall isn’t getting you any closer to that Game of Bones anyway. 

EMBRACE IT:  Start with what gives you and your ideal clients the feels and go from there. Research for color palettes that you like, inspirational images (Pinterest is a rabbit hole of redundancy so look for eye candy outside of your field) and photos from your real work that remind you why you’re a rockstar. 

STEP IN:  Are you seeing a common thread come together? Ding-ding, your brand is getting it’s groove on, visually. Our Brand Style Services take it a step further by curating your brand’s Signature images, identifying inspirational images that craft a visual representation of your ideal client and tying those together with a complementary color palette and typeface guide. No more mix and match style branding!

VOICE

KICK IT: Quit the small talk. It’s time to figure out what you’re really trying to say instead of skirting the issue. No more Mr. Ambiguous Guy (or Gal).

EMBRACE IT: There’s no time to waste, you’ve got to talk the talk to walk the walk with your ideal client. We’re not saying you have to be an a-hole but there’s no use in trying to please everyone. Besides, you’ll be much happier when you can speak freely.

STEP IN: Cut through the chitchat and strike up a real conversation with your target client. Our Brand Voice Guide helps you use your words and find your message in a way that your perfect client understands. Bonus, for those who hate bragging about themselves, we can write up a bio that would make your frenemies jealous.

 

CONTENT

KICK IT: If you’re still slinging the same old marketing materials from Y2K, do the planet a favor and recycle them…now. With the way clients are absorbing informationand making purchasing decisions these days, it’s time to upgrade.

EMBRACE IT: “Curated Content” – it’s the buzzword that isn’t going anywhere. From tailored brochures to streamlined proposal templates, the branded content you put together is what’s going to power your business. 

STEP IN: Your marketing materials need to be pulling double duty – communicating your brand visually and delivering important information (i.e. how much you need to get paid) quickly to your client. With our Custom Marketing Materials we brainstorm together to figure out how to break down your services into easily digestible concepts, turn them into branded assets (think digital brochures, pricing pamphlets and client onboarding documents) and deliver them with a ribbon on top (ribbon by request only). No more long-winded, over-stuffed BS – just your brand message, clear, simple and easy to book.

ACTION

KICK IT: New Year, new you. We know; we’ve been there. But seriously, it’s time to kick the procrastinating once and for all. 

EMBRACE IT: Bust out the pen and paper because the tried and true solution for this one is goal setting. You have to take the time to establish priorities and how to game plan where you should be going. 

STEP IN: Truth be told, going at it alone as solo entrepreneur makes this particularly challenging but not impossible. Cue Creative Coaching! Bi-monthly consult calls help keep you on track (ahem, accountable) to those creative goals so you can work ON your brand and not just IN it. 

We’ve heard that parting is such sweet sorrow but there are some things worth saying goodbye to.

If you’re ready to kick it,
Editor’s Edge can get you
steppin’ in to the New Year!

Let's take a time out...

LET’S TAKE A TIME OUT...

Whether or not 2017 was your best year yet, give yourself a pat on the back for making it through with flying colors; another year in business is something to be seriously proud of (not everyone can do it)! We know the holidays are stressful but take a minute to reflect on your year in business. Celebrating the ups and reflecting on the downs is a really healthy habit (unlike all the holiday overeating we’re about to indulge in). While you’re mindlessly wrapping gifts, slowly pulling up to your in-laws, and happily sipping on some bubbly, take a mental break to look back on the good, the bad, and the ugly in order to look forward in January 2018.  

It’s been a long year. Need a nudge to get the ball rolling on reflection?

Here are 7 questions

to help you look back & tips to interpret

your answers to look forward in 2018!

1.

LOOK BACK: Let’s dive right in, what was your biggest f*ck up of the year?

LOOK FORWARD: No one expects you to be perfect (except for yourself because you’re a type-A entrepreneur) but the important thing is learning from your mistakes. Could you have been better prepared for this one? Or perhaps it's time to accept that you can’t control everything. Either way, break this one down to see what you could have anticipated and how the aftermath could have been different.

2.

LOOK BACK: We can’t help but pick a favorite, who was your darling client this year? 

LOOK FORWARD: You saw eye-to-eye, they let you flex your creative muscle, and you even enjoyed some laughs (and cocktails) along the way. What made you connect with this client so easily? Think back – where did you find each other, how can you recreate that client, what about them was so special? It’ll make your year fly by fantastically!

3. 

LOOK BACK: For every favorite client, there’s a nightmare one that comes by too, who was yours this year?

LOOK FORWARD: Sometimes it’s just not in the cards – and you might have even known that before you begrudgingly agreed to work together. 😬 What went wrong with this rotten apple? Why was everything such a to-do with them?  Maybe you need to listen to your gut more often or maybe you need to stop marketing to a-hole clients that are no longer a fit. 

4. 

LOOK BACK: We know you got social in 2017, what was your top performing post of the year?

LOOK FORWARD: Your social notifications blew up your phone, and that’s good, let’s aim for more of it in 2018! Figure out your top social channels and pinpoint your most engaging posts. Sometimes that means lots of likes and other times it means lots of comments. Find out which ones work for you and play around with them on social.  

5. 

LOOK BACK: We’re all balancing a bunch of different services at once, but which specific services/products of yours are selling the best? 

LOOK FORWARD: There’s no point in beating a dead horse, reflect back on the services your brand offered this year. Figure out which ones booked most often, have the highest profit margins or are falling flat. Oh, and if there’s something you just don’t want to do anymore in 2018 send that horse off to pasture.

6. 

LOOK BACK: It takes teamwork to make the dream work, who was the top performer on your team this year?

LOOK FORWARD: Getting the right people in the right places is crucial for making big moves in 2018. Thinking back on your team this past year, was there an all-star performer? What did they do that made business so great and how can you replicate it across the team? Putting in best practices with your staff can make a world of a difference!

7. 

LOOK BACK: They like you, they really like you! What was the biggest compliment you received (from clients or otherwise) this year?

LOOK FORWARD: Cheers to you because we know clients and colleagues are raving about your brilliant work this year. Now that you’ve let those compliments sink in, which one(s) do you remember the most? Overthink them, break down what was said and flesh out how to can get your 2018 special sauce simmering to rack up those high fives!

Did your answers lead to more questions? Our 1C might be just what you need to help you look forward.

Kick off the year strong with
Editor’s Edge, now scheduling
clients for 2018.

Cut the Crap Out & Connect with your Client

CUT OUT THE CRAP & CONNECT WITH YOUR CLIENT

Let’s talk some real shit…there’s a lot of crappy content floating around out there!

Content creation? It’s one of those time-consuming tasks that often gets pushed further and further down the "I should do" list. But there’s hope because we’ve got a little secret to make content work for you. Make it niche, make it specific and target it to your precise client.

Let’s consider Poo~Pourri, “The World’s Best Before You Go Spray,” which has made a business out of your business. Ten years, one viral marketing campaign and a valuation of $300 million, it seems like they’ve got their shit together. All poop-puns aside (forgive us, it’s too much fun!), Poo~Pourri is taking a traditionally taboo-topic, applying hilarious branding, hyper-targeting their audience and sparking up content around poop that’s paying the bills.

How are they doing it? Let’s get some pointers from Poo~Pourri…

WARNING: Potty mouth humor below 💩 

Case Study:
Getting under the Lid with Poo-Pourri

1. Content: Video
Connection: This shit is entertaining! From their very first viral video, Girls Don’t Poop, Poo~Pourri has been showing it like it is, bringing up relatable situations that might strike a chord with familiarity. And they do it with flair! They’re not laughing at us; they’re laughing with us.
Copy That: Make your client feel like you GET them. Yes, being on camera can be intimidating but start small with Instagram Stories or Facebook Live and see how your core audience reacts. Editor’s Edge Tip: Please don’t record while sitting on the toilet!

2. Content: Imagery
Connection: Poo~Pourri brand photography is on point. Their look is consistent, their product styling is simple, yet cheeky, and their overall online and social experience is consumer-friendly.
Copy That: We are ALL about the imagery. Take a minute to re-assess your brand’s photography. Does it all flow together? Does it tell a cohesive visual story? Customers have to understand your offer in 3 seconds or less – on all your channels. Curate imagery to be uniquely your brands!

 3. Content: Instagram
Connection: Okay, if Poo-Pourri can have a good looking Instagram we don’t want to hear why yours looks like shit. They balance curated images, product photos and on-brand pull quotes (even building in client feedback – so smart!) in their feed sparking a conversation around their product without asking for a purchase every post – because people are tired of that crap.
Copy That: What is your brand all about? Consider what related topics your ideal client is interested in, show and talk about that too! You’re way more likely to create that connection and grow your followers once you establish something in common.

4. Content: Thought Pieces
Connection: Who knew there were so many content-friendly topics related to poop? Well, there kind of weren’t until Poo~Pourri made them up. Clicking into their “Throne Diaries” blog you’ll find topics like “Bathroom 2.0,” talking about bathroom trends, and “It’s Only Natural,” which goes into the science behind number 2.
Copy That: Your core audience is coming to you because you know your shit! Consider yourself a thought leader in your niche. We bet you can come up with tips, tricks and some “on-no-she didn’t” stories to entertain your crowd! Soon enough you’ll be known as the certified go-to person for your industry.

 5. Content: Voice
Connection: To say that we LOL-ed at least ten times while on Poo~Pourri’s site would be a conservative estimate. They know what they’re selling (it’s a bit awkward), and they went all in on it…to major success! Silly snippets are scattered across their site (ex. “Flush yeah!”) and social copy, making it very fun to talk poop.
Copy That: We LOVE a good brand voice, and Poo~Pourri is the shit when it comes to speaking to their core audience. Do a self-assessment on your brand, your brand’s personality and how you would literally “talk” to your client if your brand came to life. Making that conversation real and authentic is how to cut through the crappy chatter to find your core audience!

Feeling relieved?
Time to wash your hands and
GO DO EPIC SHIT!

The Answer is YES, you ARE ready

THE ANSWER IS YES, YOU ARE  READY.

Ever heard of Stephanie Germanotta? Maybe.
Ever heard of Lady Gaga? Definitely!

Guess what…they are one and the same. Lady Gaga’s wild success story is not just the result of her incredible song and dance talent, but also a tale of branding. She leveraged her character from the stage to social media (and many channels in between) to create a feeling and a bond with her community that can’t be recreated.

THAT is the power of a “brand.”

So, what do we mean; what is a brand? Let’s start with what it’s not – just a logo and website. A brand is the distilled essence of your company. Anything from your brand voice, to cohesive visuals and a clear understanding of your ideal client comes together to form your unique offering. 

Example: if you’re a photographer, what’s your artistic strength; a wedding planner, how do you visually showcase your skill set; a floral designer, who exactly is your clientele?

You may feel lost and kind of nervous…"Is my business ready to become a brand? Am I ready to take that leap?”  We’re here to help with…

7 Signs to Know You're Ready to
Take it to the Next Level

1. YOU’VE BEEN HUSTLING FOR 5-10 YEARS
This ain’t your first rodeo, you have seen some sh*t. And from that you’ve made changes, established some processes and have a general workflow in place (even if that means color-coded post-its on your desk).  

2. YOUR BUSINESS IS PLATEAUING
At the beginning it was ups and downs, then there was the growth stage (which was the best!) and now it’s still all good but it’s also all the same. If you’re feeling a little bored, it’s a good sign it’s time to light the fire.

3. YOU L-O-V-E YOUR CLIENTS
And you want to spend more time with them (read: sell clients more services.) And honestly, they keep asking you to do more stuff for them anyway so why not make it a win-win situation?

4. YOU’RE O-V-E-R YOUR CLIENTS
It’s been a blast (or, maybe not) and you’re grateful...but you’re ready to find new clients. Like the kind that recognize your amazing talents and make you feel good.

5. YOU'RE READY TO MAKE BANK
It’s not all about the money but you did some math and in this case, it’s about the money. In actuality its all about your perceived worth with potential clients and that’s about to change $$

6. YOU'RE READY TO WORK “ON” YOUR BUSINESS NOT JUST “IN” YOUR BUSINESS
You’re the boss/the brains/the creative and you’re finally at a place where you can really embrace that. Your team is awesome, your systems flow (mostly) and now you can take a step back, look at the bigger picture and do the top-level dreaming & decision–making to get there. 

7. YOU ARE SICK OF BEING UNDERCUT BY THE UP & COMERS
It’s bullshit. You’re wiser, better and not going anywhere. You’ve got a killer business (proven), established clout (people KNOW and LIKE you) and you’re in it to win it. It’s time to take it to the EDGE!

Scored high on the list and
considering crossing over?

Get in touch

NERD ALERTS: 
Get pumped by real-life stories from the world’s greatest entrepreneurs with NPR's “How I Built This.” It’s a guaranteed inspired listen every damn time.

Need a laugh? Check out 19 year old, soon to be, Lady Gaga’s first photo shoot in her parents Upper East Side apartment….and you thought your first headshots were bad?!