Marketing Habits to Move Your Business Forward with Lee Caraher

Hey there and welcome to our Leap Year special edition episode, episode 44, we are talking all about marketing strategies, healthy habits that will lead you to marketing success.


This wraps up our series on healthy habits. And I thought he'd be a good a wrap up conversation because this interview is basically the end all be all of marketing strategies. Lee Care Her is an author and a CEO, founder of a PR marketing company. She's a digital marketing expert. And through our conversation, she gives us basically the roadmap you need to build a successful business through marketing.


One of the things that I loved with this interview was just how open and honest and real she is. I love that she is just herself. And you can tell that that is one of the reasons why so many companies want to work with her, because she definitely brings out the best in everybody she chats with, including myself. So I'm excited for you to listen to this episode to let's jump in to my interview with Lee Carrer, her highly care.


How are you? I'm good. Good. How are you? Good to be with you. I'm so excited you're here. I'm so excited to chat with you. So I want you to start by letting everybody know who you are, what you do, and how you came into the business that you have now.


Oh, my goodness. Someone ainslee care her. And I'm a CEO and a mom and a wife and a sister and a daughter and a friend. And I am the CEO of my own company, which is called Double Forté, which is a public relations and social media firm, were based in San Francisco. We are offices in New York. We have people all over the place, including.


And I said that Sacramento, Los Angeles, Boston and now Oakland, Wisconsin, which is where I have just moved to.


And my agency is, I think I said, 17 years old. I started because I needed to. I'm the breadwinner here in my house and my husband is our chief home officer.


And my mother had gotten sick.


And it was very clear that I needed the freedom to be where we need to be. And I needed a mechanism to earn a living.


So I started my business like that, built on really 20 years of experience in communications and public relations.


So it wasn't new, but it was my own money, which was very different how I got into this business.


You know, I have a degree in medieval history is very useful from Kerbin College, which, you know, I just loved that school. And my friend Ramona, I didn't know what to do after school because my history department said, go view history. And then the music department said, go be a singer. And I was like, wow, I'm really good at doing just one thing. And those things require just dedication hours and hours and hours. And I thought I would not. I was so interested in those topics.


But as part of a Mallard's, not as part of the thing. Right. So my friend remote, I was in despair.


And my friend, I think you should try PR like what is bizarre? She said, well, you know, does this and this. I went on the job, the job counselor space at the college and there was a book. What is PR? So I read it. Was like, oh, I can do that. Basically, I didn't know what else to do.


And I was so fortunate that I found this career so early in my in my life because it is what I'm really good at.


And I've been able to create this company that lets me do it the way I like to do it. And, you know, also put a roof over my family's head.


Yeah, that's awesome. I love it. So back up. I just kind of Glossaryck medieval history was your money. That is so amazing. So I carlon college. It's in minutes.


It's a great school if you don't know it. And I went as a pre-med. My father was a retired cardiac surgeon. I'd worked in his labs. His whole my whole growing up, I was going to be like my dad.


And then I went to college and I hated chemistry, like with a burning passion.


I shouldn't do this for the next eight years of my life. And I was taking a class as a freshman called Chaucer's England, which I failed the first. I got an F. I first F in college and the first week of college.


There's only only half. So that's good. But it was so interesting. And my professor. Bill Miles, he had such an amazing way of teaching.


And I'd always been interested in King Arthur. And I really read all those books.


And it was like I was hooked. That day I was hooked when I got my F. and explained why. Because we all we all failed. No get passed. So I decided to do that. Carlton's a liberal arts college. In this philosophy, a liberal arts is just fine.


You know, learn, learn, learn, learn, learn.


So I did that. And then I waited until I was I had to declare in college, which was the end of my sophomore year. I call my dad and I was so nervous to tell him that declared history.


And he said, Thank God.


I'm like, what do you mean? Think, I guess I don't want you to have this life. It's so terrible.


You know what has happened in medicine when I was in college, you know, becoming much more litigious. This Ivy, all this kind of stuff. And he was very fortunate in his career.


You know, really not getting just so fortunate. But to start in the medical career, you're showing that. And, you know, he's like, I didn't want it for me and he didn't want me to do something for him that I thought he wanted me. But you could have told me that.


But anyway, I love medieval history. I still read medieval history. And basically people say, how can you? What does that do for you?


Well, the study of history helps you understand, you know, articulate a point of view, different, you know, identify it, defend it, that defiant, articulate it and defend it, which is public relations.


Social media is what you do all day long. You identify a point of view, you articulate it, and then you defend it it. So it has held me in great stead.


That's amazing. So when you went into PR, you that wasn't obviously what your degree was. And so you had to be self-taught. So how did you end up finding jobs in that industry when you didn't have a degree in that?


Well, you know, there weren't very many. There were journalism in that old Kendra.


The public relations degree is relatively new in academia. They didn't they had journalism degrees, communication degrees, but mostly around broadcast journalism or journalism in general.


So here's what I did. I would say my parents at the time lived in San Francisco. I had grown up on the East Coast. I was in the middle of the country, Minnesota.


It was very chilly that year. Well, we're never going to go.


And I decided to go to an agency because agencies are really built excuse me. Agencies are really built to train you.


They are motivated to get you better and better and better and train, train, train, because the higher you go, the more you bill. Dollar wise. Right.


So they're built for training. And I thought, well, I don't have any training to do that. That's supposed to go in-house. If this does not mean it's training in-house.


And then I identified four places in the country that really had the most options for agencies. New York, Chicago, San Francisco, Boston. My parents live in San Francisco.


They were separated the time they they came back together three times.


And I would like I'm not going to do that. I was scared to death of New York City. It destroyed the whole idea, scared me. Chicago was in the same snow zone as me. And I came from Boston.


So Boston like to Boston.


I went I called my father's best friend, who I used to babysit for his kids. And he was a big, very prominent business lawyer in Boston. And I said, I want to go into PR. I wonder if you could advise me and to help me get an informational interview.


He said, yes, I will, but you must, right? I will. After you write me a letter explaining why I should know. So I did that and then he sent it back to me full of red.


He goes, this is not going to work anyway.


So I read did it and he said, Yes, I will help you.


And then he set up 13. I visited him and his family, very rare and extra family for me.


I stayed at their house for a week.


And in that we 13 informational interviews.


Of the 13, I was offered six internships and I took the one that paid me the most, which was in high tech PR, which was just starting.


So here I was in medieval history major going into high tech and the rest is history.


Basically, that's how I got in. And basically, you know, agencies, it turns out, you know, I got excellent training because that's how they're built their buildings train. They're still built to train. Because even if you have a degree in PR, you until you know what it feels like to get shut down.


Ninety nine times out of 100, you've got to learn how to negotiate and learn all these things. It's really a training on the job kind of job. And I feel so fortunate because I ended up being good at it. And I actually like it. And it fits my personality so well.


Yeah, that's awesome. Yeah. Well, I think that that's a lot of what entrepreneurship is, is self-taught. You know, a lot of levels most people I know start up businesses. That's not what they went to college for. You know, and you have to be kind of motivated and driven to learn something new and clearly to make a career out of it. You have kind of dove into that head first. I love that. Yeah, I guess so. Yeah. Right.


So what was your process of going from working for another for somebody else to. I'm doing this for myself. And and what is it that your company does now?




I my whole career is an agencies in Boston and then Los Angeles and then one of my clients, Sega of America, the videogame company of Sonic the Hedgehog, being hired.


Oddly enough, my girls have started watching on Netflix all of a sudden. Awesome.


You know what Sonic's middle name is?


Kendra F.Y.I. Thank you.


And so they hired me as vice present communication sites with my first in-house job. And I was there when there was a billion and a half dollar company.


And then when they decided to do their last hardware platform called the Dreamcast, which is such a great platform, but basically killed the company because of the economics of it.


I know it's going to happen. I probably shouldn't stay for that.


And then I went back to when I my my when my first jobs in Boston had expanded dramatically and they hired me to open up a San Francisco office for them.


So it was there. That company got bought with part of Interpublic, which is a international media behemoths.


And then and then they said, we'd like you to start a different brand, Lee, altogether. We want you to be the president of a different brand. I mean, I thought for my review in six months and I showed up and they like we went their new company and like this is a punishment or minimum wage.


Sure, there would be a reward for sure. And I was so fortunate because I had to start a PNL, a whole company, the whole thing with someone else's money.


I was so fortunate and I learned a lot. I made a lot of mistakes on someone else's dime. I also achieved a lot for them. I went from zero to twenty five million dollars in two and a half years. Wow. It was an upturn in the business and the economy. So I wrote I wrote that pretty well.


Then that company had gotten merged with another company to the north in IPG, merged. And in that merger, that was in 2001. That's after the Nasdaq had imploded. And where I was, San Francisco and New York or just, you know, reeling, reeling from the Nasdaq implosion.


And they decided to go from 30, something like thirty eight brands, down to four. And my little company was a small. So I reported to Larry WEBER, WEBER Shandwick, the WEBER WEBER Shandwick. And so when they looked at the spreadsheet of the org charts are like a hundred and fifty million dollars. Five million dollars.


Twenty five million dollars. What's this little thing over here? So I knew that when that happened, you know, they only stayed with four brands and there's no way my brain was going to stay. The company was very generous to me at this time.


In 2001, people were dropping like flies.


You know, as the economy was really reeling and my husband had two kids at that time, we were just figuring out that my younger son has special needs. I'm the last at least basically out of thirty nine people at my level.


I'm the last one standing and my husband like to lose your job. And it's like I can only do my job.


And the company was so generous to me, they kept trying to find jobs for me. I don't want that job. I want.


And they ask me seven different positions. Wow. Finally. And I took one. I took one on September 4th, 2001, and then I flew home. So a week before 9/11, I flew home on that flight. And when my son woke me up, he was 4 3 at the time.


I got three, almost four mani daddies watching a movie.


And that's how in the end, the flight, the plane flew into the building. And I'm like, I was so mad at my husband, like, we have a rule, no violence.


So I got up.


I was fuming and I ran into the TV room. My husband's asleep with the other baby like this. You know, he's like watching.


And I watched the second plane go in. And obviously, there was a huge moment in time.


And, you know, so it's a very long story, needs a cocktail. But in the end, I was. I had been on the same plane. One of those planes a week before.


I didn't like my job. I was I was going to have to travel over 200000 miles a year because that's the job I had taken.


And wow, it really just was like, I'm not doing this. And so two days later, I exercise my contract. I had a six week out. I have a very generous contract. My boss was very so generous to me. So it's going to take a whole year off. That was my goal. And figure out my son, we've just figured out what was going, you know? Oh, my gosh. She's got special needs is behind all this stuff. And it's going to I never taking a vacation, ever.


Really? I'm over two weeks since my honeymoon.


So I've got to take a whole year off. Well, I did hot yoga for seventy two days in a row. She's awesome.


And that takes a long time for Irish girl like me. So that was good.


That took up that time. And then I organized my house.


It was pristine. I had a laundry system. I had socks systems. I had the whole thing. And I labeled everything.


And then we spent probably four or five hours a day trying to, you know, on my son, like doing that research, talking to doctors.


The therapy is going to do all this stuff. So a lot of time on my hands. So then I started crafting and that's what my husband said. OK.


That's it. I was wrong when I asked for it.


I really like a book about flower reading for Christmas. I really appreciate. Good flower arranging. And I.


Yeah. And he said, OK. Anyway, so we had enough money because of my contract to last the whole year. But then we had. So that was happening. Right. So basically I'm becoming an alter ego. And then we had termites. Then we had to replace our heating system. So almost two thirds of that money got stuck into the house. And you know, when you spend money on a house, you don't look any different.


Yeah. It's so frustrating of frustrating. And then one day there's a long story. But one day I had the sock moment where I said to my husband.


Excuse me. What is this single sock doing? What?


And he's like, if you go back to work, man, we are not going to make it. Sizing him really?


Right. So I start looking for work like the one I'd had at Seega. And I was between two jobs and my mom got sick. My mom was diagnosed with stage four lung cancer and she was given three months to live. So I did she call me in the morning? I got on the plane. I was there. By the evening. And it was very crystal clear that I could not take either of these positions because I would not be able to take those positions and be with my mother in the last few years for life. No, you're right. When you're editing. And it's just Crystal Kearl moment. I'm going to start my own company 'cause I need to have one. I'm the breadwinner. Like I said, and I need to have the flexibility to be where I need to be.


My sisters at that time were not as didn't have as much freedom financially or workwise as I did.


So I was very clear that I was going to I might be the one. Right. So that's when I started my company. Yeah.


That's a very long story. No.


What a story. I love it. I love it. So I want to talk a little bit about marketing. Yeah. Because I know a lot of the ladies listening today. That's their big question is, OK, what am I do? You know, here I am a one person, one man show, and I'm trying to attract clients in my business. So I know that you work with, you know, on a larger scale. But, you know, scaling it down, I feel like it's simple to find the same. Yeah, same thing. So share with us some of you're like go to marketing channels.


So I think, first of all, when you're in the business, no matter what you decide, this is what. What are you about? Why do you. This one is the why does the business exist then? Why you it's good. Have you know why you personally existed and what your purposes. And if you can align those with your business, that's even better.


But like, why does your company exist? What need does it fill? How is it different? Really understand where you sit in your market. Your market could be online and could be the whole world. Or could you just be in your neighborhood? You know, whatever it is. But what is the value you bring? What your difference? And how will the world be better because you're in business.


Right. All those things down seriously. It could be a threat because it doesn't matter. Every business has a purpose. Every business should be able to make the world better.


And we have any advice on like how how we make or how people can figure that out, because I think that's really how this broad idea. You know, I don't I know I'd heard a lot like, well, what is it that that you provide? Like what is like for me with my photography business, you know, on the surface levels like cloud provide people with photos. How do you or do you have advice for how to go deeper than that? Yeah. How to figure out that next level.


You know, I can do Kendra. I will send your worksheet. OK. And you continue to use your enlistments if you'd like, or whatever you want to do. I will send you a worksheet.


And, you know, a worksheet helps you do this. And there is also well, we could look my differently, but I will send you a worksheet. OK. So what you really want to think about, what are the words? You know, someone said Kendra. Well, here, let's just talk about you.


OK, so you're photography business. What do you specialize in? Weddings and boudoir. Boudoir. And what do you do differently than the people? And obviously your work is local because you can't go everywhere, I assume. You don't travel? Not really. No. Not really. Too much now. So what do you do differently than other people in the Dallas area?


Well, with my boudoir, which is kind of my my number one. I am an all in one one stop kind of thing. So they come in. It's same day. They get to have like a whole pampering experience. They get to see their images right away. There's no waiting and coming back. And I provide products that a lot of the other photographers don't offer as far as high end albums and prints and Waller's things like that. But mostly it's the experience they get.


And these women are there. Men to most them, all women. I'm from San Francisco. You never know. And are these women doing it for themselves or are they doing it for a partner?


What are they doing it for? Is it a gift? They're going to say it's a gift, but they're really doing it for themselves.


  1. And what do they say about your experience?


That's that it helps them to realize how beautiful they are and to see themselves the way that other people see them. Right.


That is what you're selling. You're not selling a photo. You were selling the power of self-love. Right. The power of understanding how powerful we all are individually.


And if it's boudoir art, probably maybe a range of sexuality there. But, you know, women's confidence and sexuality, even for people who look like they're oversexed, is so low.


We are just. And, you know, if your mom and your older.


My gosh.


You are selling.


You weren't what you were providing to these women is confidence and self-worth.


Right. Yeah. And you probably wouldn't want to say it that way. Right. But, you know, people who they're so excited, they think they're buying a photo and they're so excited about the experience. That is what you sell to sell the experience. Right. Right. And so many words, those kinds of things. See? See yourself like the world does. See yourself like your partner does. See whatever it is. Right. So really understanding the motivation there, right? In a wedding, you know, capturing the most important thing you can do for a wedding is to have photos. Period. Right.


Period. I tell all the women who work for me, you know, they're all in this cake is going to cost ten thousand dollars. Like you're crazy. Put all that money on photography. Right. The cake goes bad. Yeah. Holography desert, right? Yep.


And capturing the moment is not just about a couple or capturing the moment. It's about all the excitement of the people who are there with love for this day and this hope this hope that this couple will last and this couple will, you know, with their love, be better in the world.


You know, basically when you understand what motivates you. So you are obviously motivated by helping these women see themselves. Yes, definitely. Like, why does this woman keep beating up on herself?


Right. Why? Why? Why? Right.


So understanding those kinds of things like why you motivated and then making sure that you use kinds of words, that I think empowerment is a really overused word.


But what what makes you different? What makes you different? You know? You know, I keep my own photo in my wallet, and it reminds me that I'm powerful. It reminds me that I'm beautiful. Reminds me that people love me. It reminds me that I don't have to hurt people. Whatever it is.


Right? Yeah. That kind of thing. So just figure out what it is. It's motivating you and what it is that people are going to get from you. It could be a cookie. You could. It could be a cookie. Right. It could be a laundry business.


Whatever it is, you know, is a laundry business that helps, you know, people like me, like, actually have clean laundry and not panic because I know clean underwear in the house.


What a service. Right. So really figure out what it is you're bringing to the world. And what are the words? What are the words you want people to say about you? If you think about what you'd like the people to say about you, that really helps.


I want people to say that it was unexpected. I want people to say that couldn't live without it. I want to see people who say the best service ever. I want people to say, thank God I spent the money, I photography people, whatever it is.


So I spent some time journal. this out. Like, what are the things you want people to say about you? This is actually a great exercise to do as a group, too. You have friends who are in businesses or your friends who are like are trained trainers, people, you know, all of us who have our own business and have friends or like, how can I help you?


Well, let me tell you how you can help me. Would you please?


I'm going to host a dinner or a cocktail or whatever it is. And and here's how you can help me. We're going to work some worksheets and the worksheets are going to be. What would you say about me? Why would you come to my business? Why wouldn't you come to my business? I would like the good stuff and the bad stuff, too. Right. And and tell your friends not to be nice. Right. Tell your friends, to be honest, because, you know, if your friends can't tell you stuff you can't write and you don't want to hear it from people you don't know. Right. So but that's how people can help you figure out these words. Right. What do you want it to be?


And that's the most important thing you can do in this whole process is like, what are people going to get? What do you stand for? What is the service I'm delivering? What does experience deliver and what do we want people to say? Write about me in my business.


I mean, if you do all those things at the front end. Again, I'm going to send your worksheet. Don't do any marketing before you figure those things out, because marketing is hard.


And most of all, people who have businesses are not marketers. Right. For instance, I have two books and I have a whole other business around my speaking and the words market in the world of myself, truly.


But for other people, I'm awesome. So you do that work first. It's hard and. But it's you. It will pay off in dividends.


Right. And then. OK, so now for you, photography.


You obviously you're a competitive business and you have one occasion, which is the wedding and then later in life. And how old are the hell with women who come to you for the boudoir?


Full range. Mostly thirties. Usually it's mommies who are done having kids and they want to get back to themselves. OK.


So perfect. Right. So now you're talking about sort of 34 to 44 year olds. Probably right in there. Yes.


So that helps you one. OK, where are those ladies? Right. They're in mom's groups. There were in working mothers groups. They're in there in professional women's groups. They're in PTA or whatever they're called. Right. That's right.


You know, are in spin class. Hopefully they're in a working class there at Weight Watchers or wherever they are.


Right. Yeah. Figure out where they are and don't spend any time on any dollar or any moment of time because your time is as valuable as your money.


And that's really what's hard for people to remember. You're. Time is as valuable as your money. So where are those people? Right. And then your you know, from a who's getting married perspective, very easy to identify. Right. Right. That's easier than the boudoir business, I assume. Yes. To identify with people.


Right. But where are they? Right. How far do you want to travel? Do they come to you? Or do you go to them? They come to me. They come to you.


So basically, what, 40 mile radius from your business being in the Dallas area, it's a time more like 60. Just because it's such a big area.


But yeah, it could be you know, people could come in from 60 miles, spend a weekend or spend two days, do shopping, do this. You know, you could spend.


You could actually whip up a whole. I could spend the week or whatever it is.


Yeah. Anyway, so where are they? And then so. And then what are you tapping into?


You're tapping into. I'm done having kids. I feel ragged. I don't want to feel is.


I'm tired of taking care of everybody else. I'm working my butt off at work. I'm working my butt off at home. My husband is this or my partner is that or whatever it is. And wait, you know, this is when people start realizing, holy crap, this are more life.


I mean, they're right in there. Yep. So, like what? What are the things that you could tap into? So one it could be. And this is identify with those groups are right now on Facebook. Facebook is awesome for you probably.


And Instagram is so important for you because it's visual, right? Yes. And probably Pinterest for you, too.


Those three places from a social media perspective. But then print like for pube, for print, local print, meaning local, maybe not the Dallas Morning News, but the local newspaper in the little in the small towns.


Mm hmm. I mean a it's much cheaper. Right. Yeah. But everybody reads those things. Everybody reads those things. And then if there's a parenting magazine, everybody reads those, too.


Great. So like where are they? Right. And then if it's maybe there's a fit, you have a book, you might have a book.


So I would say probably Brené Brown, she's in your. She's in Houston. Right. So Brené Brown is all about what you're talking about. Mm hmm. There are a lot of other people who are all. But you're right. I just read her book.


She's amazing. I just read your book, The Gift of Imperfection. And which is great. So maybe Rene Brown comes out with a book or she. And you take that book, right.


And you're like, this is what I'm about and I'm just projecting onto you.


So now you write this.


You know, Brené Brown has this book and you could use social media for a month around Brené Brown's whatever imperfection book and say, you know, if you're feeling this, here's something for you. And then you could tack it in with, you know, your customers who have had that kind of experience.


Right. So you always want to find things to leverage, too. So I know I'm talking about lots of different things. But first, you figure out who you are, then you figure out where are the people? And then you figure out how am I going to spend my time now.


Third, the most important piece in marketing is your email list. The most important saying is your email list, and the reason that is, is because you own it.


You're you're I'm sorry, your Web site and your email list, website and e-mail list because you own them knowing can change an algorithm on you. No one can say all your business, start paying me money so you can show up in a feed.


The most important thing you do is do your Web site and your email list.


And then how do you drive those things? Right.


So an email is mean mail, whatever you gonna use mailchimp. I like mailchimp for small companies, but there's lots of options, right?


I don't know what you use, Kendra, but you know, you start with two people on your email list, right? You driving people to your Web site. So having a blog or having a podcast or having something on your website that is continually being updated. If you're photographer, you could be a new. It could be a new shoot. It could be more, you know. Here's my last stuff. Right. Or here's the last, you know, the last.


You could you could say, in my last six months, I had five women who would just have their second child or I had four women who just had a hysterectomy or had three, whatever it is. Right. You take a look at who you have and then you blog about it. Right. For women who just had a hysterectomy and I'm so happy that they came in, I was still happy that I was able to give this experience because, you know, having had a hysterectomy, full disclosure, you lose this part of your butt.


But I was very happy to lose that part of my body when it was losing.


But then afterwards, it's like, oh, wow, how different. Right.


Yeah. And it does take some stuff away from you. It takes a lot of your hormones away. It's a lot of stuff. And sort of being able to reconnect with being a woman who doesn't have the engine anymore.


You know what? If you had that.


I mean, yeah, give me stuff uprated. So that could be a whole blog, right.


And when you have a blog and you're talking about stuff showing your work, giving your point of view, connecting dots just won't be very long. This podcast is probably great for you. You can turn every podcast into a blog if you want. Yep. And posted up and then you send it out to your email. So every time you're doing that seminal seminal one every and every time you've a customer. Adam to you. Yep. That's the most important thing you can do. Your website where you're constantly bringing your point of view through a blog or a podcast or whatever it is, it's constantly being updated.


And do it does it every day? No. Every day. Every week. Every week would be good, right? If I do something every week. But start with every month. Right. To start with 12 months in 12 months of your business.


Take a look at the year. So from January to December, what happens in the year for that it relevant to your business? So for you probably New Year's is a big time when people get engaged. Also Valentine's Day. Then it's then it's like spring wedding season.


Getting ready for your wedding. Right. Yep.


And look at the whole year and say, what do I need? Where do I need to be? What what do I need to bring to the bee?


Generous with my wisdom is the next piece. If you can be generous with your wisdom, just give away your advice. Right? You could give away.


It's like Coca-Cola. They could give away their recipe. It doesn't really matter. No one's ever gonna be Coke cook. Right. How does a manager taste better? Doesn't matter. But if you're generous with your wisdom, how can you be generous with my wisdom?


And just think about having a blog or a podcast once a month for the first year and then take a look at the calendar and what makes most sense, like what's making sense over the course of the year you could actually type in. You can Google national awareness days and you see what pops up.


And it could be National Cookie Day, whatever it is. Right. See what makes sense for your business. You could go on for your calendar. January. February makes sense. March for the spring, spring wedding things.


And then it's wedding season and then back to school. Could be a big time for you because, you know, they've been and the kids are home all summer working hard.




And then go off and do something or do something for yourself. Right.


They could be back to school for you, but then you have months you don't know what to do with. Right.


So type in national awareness days and find some things for the months that you don't have anything in your calendar for this, too. This is now the time. I don't know when you're going to publish Kendra, but right now take the next two weeks and just figure it out. Just get a big calendar, blank calendar. Figure out what makes most sense. Right. So just commit yourself to one blog a month if you can get to two blogs a month. Awesome. Once a week. That's what your goal is ultimately.


But don't try to do it right out of the gate. Sorry. Don't. You'll get overwhelmed. So then.


Am I helping? I hope this is amazing. This is amazing. I love it. I hope I'm helping.


So. So, again, the most important thing is your email list. Driving people back to your Web site.


So when you do an email, don't just give the whole story right. Don't just repurpose your blog and put it in. As an email, no, I'll do it as a. Here's the latest blog and you give the first paragraph and say, read more. And with a click in that click goes back to your link. That link goes back to your Web site. You're driving people back to your Web site. Again, the most important asset you have, right.


Because that's where you are. Everything you do.


Is there everything you stand for? Is there? And so that's why it's so important to saying what you stand for. That beginning, because you can be driving everybody to your Web site, write in print.


So then, you know, when you go out into the world, you want to have print materials, everyone you know. I'm a big fan of mail.


A big fan of snail mail. Right. And I can't reach it right now, but I have my own stationery that when I meet somebody, I every time I meet a person.


So, Kendra, you get this for me, since I put it a thank you note in the mail, I put my business card in the mail and I say, I'm so happy to meet with you. Thank you so much for having me on your podcast. I can help you out any time. Right. Here's my card. And so I don't know if all your guests do that. I'm going to guess not based on my experience. Pampered cat guest. And that's how I get invited back. I get invited back because.


Oh, yeah, Lee, have a whole my scheduled e-mail. Call her. Right. That's amazing.


That kind of thing. That personal touch. Go so far, go so far. So when you're out in the world, you go to a conference. You go in. Everybody hates networking. I don't know. So I'm in public relations. I don't know. It's all in public relations. He likes to network. Seriously? I've been in their lives for a long time. Everyone hates networking.


But you gotta get out there. People have to see your face. You have to be places. Right. So choose one, two months. That's a lot about scheduling.


People get that big calendar. Choose one thing a month. You're going to do.


We're going to go into the world and you're going to actually have a you know, make a postcard.


Put this to Prince. Great mood. Com is great. There are lots of great services. But make a postcard. You could do it on Shutterfly.


Right. Make it look good. Have it be shiny bubble block. You know, if you can afford someone to do it for you. Have some.


Cannava is our best. And we use Kamba and use really good images. Go to a.


I stock photos dot com and use good images for editorial by the editorial, not the commercial because you're selling the images.


You know that better than me.


So, you know, create something you're gonna give away, create nice cards. Use both sides of the card. Right. And it's it's good to pay. It's good to pay the extra $20 to $30 for the Secour cards, because people.


Oh, I like your card. And women are really good at this. Right. And your ones that are the soft touch ones that they feel nice in your hand. They're going to hold on to it. They're going to hold everything that people touch says something about you.


So it is better to give three cards away that feel good to have exactly what you want on them than it is to give away 40 cards that are correct.


Mm hmm. Right.


So you go out in the world, you're gonna go to a conference in your goal, make your goal small, make your goals small, because you can achieve those goals.


Nothing's worse than going to get anything done because I was going to meet 100 people because I was going to create five hundred leads, whatever it is now.


Right. You're going to go to a women's networking thing. Maybe there's a women who work together. You know, these kinds of groups and you're in a mastermind group, whatever it is, you're gonna go.


And your only goal is to meet three people. It doesn't have to be boat people who need your service, but meet three people. And then who do you want to meet? Right. So you're looking at the event and you say, OK, this is an event for an event for women who are going to get married. Right. This is a wedding bridal language. First of all, is that a gauntlet or what?


But that's a con man. Yeah. Right. Oh, my goodness. That's a gauntlet.


So maybe you don't spend your time there because it's so common. But there would be you just go how? You don't look different. You just might to meet three people who may just pass your card along and then who you're going to send a little note to. So great to meet you at the show. You know, here's my card. If you feel it, you know, happy to be, you know, happy to give a console to anybody but mobile stuff, whatever it is.


So more generous and just have one goal. Three people. Right.


Or if you're going to a networking event and it's like, okay, this is a women's networking event in wherever you live. You look at who's coming or you look at the purpose. Right. And I want to meet. So whenever I go to a networking event, I want to meet a person I want to hire.


I want to meet a company I want to partner with.


And I want to meet a potential client. Right. Those are the three things. They always want to meet a potential person. I want to hire a potential client in a company I want to partner with. So if I get stuck. Right. I I tend to attract these people that want to talk to me.


I'd say, you know, I'm so happy to meet you. I'm actually here to meet a photographer. Do you know any photographers? Can you introduce me?


And so, one, I cannot divorce myself from this person. Right. And they can help me.


And then I say, oh, and who are you here to meet? How can I help you? Right.


And that means you don't get stuck. But you go in with a goal of three.


And then when you're done, if you're, you know, leave a party, when you're done fun, get your done and leave. Right. Because, you know, there is a diminishing return on those things that people who stay latest do those things that the organizers don't and the organizer, you want to stay.


But it's still functional for you. Right. So if you're if your goal is every month, I'm going to go to one thing. Every time I go to one thing, I'm gonna meet three people. Right. You have met 36 people who can help your business in one year.


I'd love to have other grails. Right.


KPI key performance indicators because you can spend a lot of money on Facebook. You can spend a lot of money on this stuff. Like you have nothing to show for it.


And you're going to get really narrow, really specific things that share your wisdom generously, but that aren't onerous, that get you out into the world with purpose. Right. That represents you the way you will be represented.


And again, it is better to do one thing so well than it is to do twelve things that suck.


Yeah, I guess. 12V things that suck. People remember them with sex. It was pretty cheap. Like if you were a photographer and you gave out a card that didn't have a photo on it or you had stuff that didn't have any photos on it. Like, why would I have? I can't see their work, right? No, absolutely. But it's funny because I've seen I mean, I know photographer to do that. I know photographers who have given me their card at conferences or at different events I've gone to. And it's just this little you know, it's a square and it's got their logo on it and it's got their information on. And like, I don't know what you do. You know that it's going to be there. Turn it over and make it into a collage. Right. Right. Yeah.


Now something. Yeah. Everything you do needs to deliver your message.


And particularly for small businesses. It's hard. What is the image that you want people to remember? I really advise you not to use your own photo. A lot of women use their own well for you. Free. They'd be different. But oh, here's me.


And they have the white shirt.


You know. You know what I'm talking about. Right. And they have a hands on their hips and they're like.


There's a thousand women with the same photo.


I really want to think about what is the you know, how do you talk about your service? So you might on the back. Use it as a testimonial. Just put a testimonial. Or you might have a picture of your book or you might have a picture of several different pictures of your cookies or whatever it is. Right. So the front can be very plain.


You don't know, Nick. You know, this is a terrible word class. Right.


You want it to be you want it to be clean and represent you. But the back, you know, it may only be two by three. That's a lot of real estate in today's world.


Yeah. So what do you do in the back? We're going to show you what you do.


And I wish I had my car here. Yes, I do. OK. So here's my card. Right. Mm hmm. And I just move to Eau Claire.


So it says lead care in her presence CEO. My phone number. And then it's a San Francisco, New York aclear.


And the back is my company logo.


And then it says author speaker. So I'm off at positive corporate culture, multi-generational work.


And my other Web site. So this is my company Web site. This is my other Web site. So in this, you know that. You know what I do. Yeah. Right. It's pretty small. Yeah.


But use every inch, you know.


And whitespace is important. They use every inch I mean use every inch of the design.


And this is where using Cannava or that kind of thing. All right. So now you have a schedule. Now you're blogging once a month. Now you're going out into the world once a month, meeting three people.


So you've added thirty six people to your e-mail list. Right. So you had 100 percent growth, which is great.


Yeah. And then when you do things that you're going to put into your e-mail, so once a month e-mail to start with, once a month e-mail. And if you're doing a blog, what I would do is the email the next week.


Right. So then you can infer back to the blog. So you have to do everything at the same time. Right. Right. But do the email.


You can. You can create it all. I really believe.


Or batch processing. So here's my blog. I'm going to have an email. I'm going to put that into you know, I'm going to write an e-mail but haven't go got a different day because if you have everything go the same day, then you're like then the whole month goes by right then.


What are the social media channels you want to be on? So it depends where you what you're in.


But for you, for instance, I would say Pinterest, Instagram, Facebook. Right. And if you are if you're heavy into if you're a thought leader in the situation, you're writing books and articles longest that you could use Twitter. But I don't think those are as useful for, you know, Twitter.


I'm sorry, Facebook, Instagram, Twitter and Pinterest.


So this is where cameras really good Kamba lets you create an image and then resize it into this. You want to make sure that the photos you use and those three places actually are in the format that those three different platforms favor.




Because if you just use the same image across all three, it don't only show well once. Right. So create what? What is the post? What is a post I'm going to do based on that blog?


  1. So you write your blog then. What's the post? What's the image you're going to use on the blog? You always want to have an image on the block. Then what do you how you can turn that into a Twitter? I'm sorry. Facebook, Instagram and Pinterest post. All right. So then you go into can we put into the camera your resize it. Right. Then you automate this stuff so you can automate this either two ways, one in each of the formats.


So go into Facebook and use the tools or you can use a tool like HootSuite. There are lots of different tools where you connect all these things. It's like 20 bucks a month and you can just program it. Right. So you might spend five hours on this a week or even a month, frankly.


Write the blog, do all the stuff and then program it out. Let it go. Yeah. Right. And then you program the time.


So Instragram, you only want one post. Facebook only 1 1 post, Pinterest. You can put it into lots of boards. Right. But, you know, focus on three boards at the first time.


You don't want just one board into three boards.


So you want to build it over time and everything. What's everything doing driving back to your Web site? So the links you're going to put in, everything comes back to your Web site. Lincoln, BYO, Lincoln by all kinds of complex Web site.


And that way people find you and using hashtags and all the kind of stuff. And that's a whole nother conversation. Right. But how do people find you? And then encouraging your customers to say good things.


Right. Tag this.


That was a lot of conversation.


So, you know, that's so good. Well done. Amazing. Thank you so much. Yeah. And I love, you know, those are all things that I 1000 percent believe in for my own business.


Those are all things I do with my own business. You know, I take your time. I like that, you know, taking the blog content. So for me, it's this podcast I take, the podcast I grab, I try, I transcribe it, I turn it into a blog post. I grab quotes and bits and pieces. I turn it into social media content. And I, you know, an email teaser and I do all these things. It was I'm doing it on a weekly basis. But yet, you know, for someone who's just starting out, it's it's really not as difficult as it sounds when she tells her mornings when you start, right. When you start. But when you take that first step and like you said, you get the big calendar and you decide, okay, one month and you could even have like on the first week of the month, the blog post goes down. The second week, I'm going to have my email that I'm in. My third week, I'm going to have, you know, my Instagram and then my fourth week I'm gonna have my Pinterest and Facebook or whatever. And you break it up that way. You know, it's so much more doable. So, so much more doable.


Yeah. And if you batched process. So you you you create that one piece of content. So you have this podcast and then do you use your own transcript? You use an automated transcription service.


I use automated. But then I go and I and I. Yeah, right. Right. Yeah. Yeah.


But it's so cheap now. I mean it used to cost a zillion dollars. Now you can get it done for less than ten dollars you know. Yeah. So you've created a blog. I mean a podcast is a ton of work ladies, but it is the gift that keeps on giving. It is the gift that keeps on giving because it generates a blog, it generates this podcast, it generates all these quotes on this kind of stuff. And you have the gift. So if you can batch process it because this is not your business. If you're not in the world of marketing, this is not your business. Right? Right.


You have to have this function to move your business. So you have to figure out how to maximize your efficiency in this time. So if you can dedicate a chunk, put a chunk of time and every on every week for marketing and just don't let anyone interrupt you.


Right. Get the Pakistan, get their blocked and get the photo. All that stuff. And then just program it into email.


You can do it early and then just make a date. You choose the date.


So there's that next Tuesday in terms of excuse me, in terms of emails. Tuesday and Wednesday are the best days to send emails out in the way. OK. In terms of Facebook, either early morning or later, you know, five o'clock, six o'clock, that's when you want to do it.


When women have time to look at Facebook right now, Pinterest doesn't matter. Pinterest, you can purchase. What you want to do is five, five posts, five pins at a time and just put them up five pins at a time and then just keep building the library over time. Right. And Instagram, it doesn't really matter.


You know, it doesn't matter what time it is more important on Instagram is that you choose something, how it's going to look and you stick to those guidelines. So one thing you could do is say if you have a logo, what are the colors of your logo?


And then there are tools that say, OK, you know, I can send this to you, Kendra.


But again, my logo has three colors and it's purple, gold and green. So maybe you saved your Instagram is going to be purple, green and yellow hues. And then you can go into when you're searching for images. If you're creating your images, you want to use those three hues and different in different trant, different depths.


So dark, purple, light, purple, dark world light.


But if you're using images or ISOC photos or creating images, you can't in online you can search for, you know, I want to do a picture of maybe want a picture.


I don't really recommend this, but maybe doing a picture of a heart, right. Your hand is a heart, but you want it to be red. We'll just put it in hand and heart, red in stock and it will show you only the ones that would fit your color palette. Yeah, these are simple things to do that you don't think about if you don't know about. Right?


Right. And the simpler the better. And that's why I say just do what? Just do one a month could take that big calendar four hours a week.


You mean you actually to prevent me from once a month? Yeah, but. And then just batch process that crap out of it. Right. And in the end, your goal is everything grabs your email list. So at the top of your blog, you want to have a dropdown, it says it's from sumo.


You even just plug in this in to Europe depending on what the format is. But it drops in to it is doesn't show up when you first go into the website. But it drops after you've been there for 10, 15 seconds and it says, join our newsletter. Right. And then the newsletter. You could have a flash sale just for your newsletter. Right.


Which you put into this dropdown, grabbing a flash sale. Anybody who return, you could even say returners 20 percent off. Or if you're a customer, buy one, get one or whatever, you know, beat, buy whatever it is.


So that's where you can use a lot of because you're getting driving Web site. That's where you can use those tools. And it doesn't have to generate a lot of business.


It has to generate interest. Yeah, because that's the awareness. It's very seldom that you're going to advertise or do a blog. Right. Exactly. When a customer needs it. Right. Very seldom. So just how do you keep that? How do you keep cup of mine? Oh yeah. I had the code. Oh yeah.


I had this thing just you know, I love the email capture and that's that's my one thing. If I could go back and like give myself advice when I first started my business, it would be started email sooner because I didn't know, you know, I didn't know any different. And at the time, I didn't have like a mailchimp. I just had my email account. I was like, how do you even do an email list? And Jima. That's so funny. So, you know, typing all the emails.


And so I wish I'd known earlier, but I have found that I use convert Kate right now. Oh, yeah. And I've created nice little options, various options for my Web site, though, like on at the end of every blog post. Like, for example, my wedding blogs. Yes. You know, if I do a wedding article and I. All mine are usually informational. So it's things like sharing your wisdom, being generous. So here are the five best bridal salons in the DFW area. And I give a description, I tag them and I link to theirs at the bottom. It'll say something like download your free stress-free wedding planning guide and love it and you set it and forget it. I mean, once it's done, I go and I check my convert can't probably a couple times a week. And it's I've always got new emails coming in because, you know, I'm not having to do anything to get those other than I ever get.


Yeah. Yeah. I think that's the you know, what is your wisdom you're going to share? What can bring what brings value to your customers, to your potential customers? That's adjacent to your business. Right. And you've just talked about the adjacencies, right? You're not giving away you're not giving away photography, but you're giving away. How do you get the best photo? We'll go get the best here. Yep. Right.


Those kinds of things where you can be valuable. We're all looking, you know. Okay. Ninety nine percent of us are looking.


I don't have an original song in my head. Seriously, I just. I can identify good ideas, right? Yeah. I got to. I'm good at what I do for my business. But we don't have to recreate the week.


Right. There's no reason most of us are looking for experts to tell us what to do. Give us just give me five to choose from.


I just. Oh, my God. Right. It's so overwhelming to find things. Yes.


And the more you are helpful, the more you're giving and more generous with your wisdom. The more classroom, period. Yeah.


So good. Thank you so much. This has been so helpful and so much incredible information talking.


No, that's good. Well, I mean, it is a podcast. You have to go. Oh, my God. Kendra, I'll get a word in edgewise. Oh, I don't need to talk about this. All you, all you.


Well, what I love is that you have basically just reiterated everything I've been telling the listeners. There you go. You're the expert have now backed up my statements and my knees to thank you for that.


But I really, really appreciate it.


Thank you for taking time out of your busy day to chat with us. And definitely we will have you back on for sure sometime in the future.


So you don't have to send you a little card. Thank you. I got my card in the mail.


Well, before we go, tell everybody where they can find you, how they can follow you and learn more about you. Yeah. So you want to play the probably the best place to go with my Web site.


Dub dub dub that Lee care of her dot lgc hrh ya dot com.


You can find my agency Will Forte and you can find my blog there. I talk about the stuff all the time and I'm sorry, can you like dogs?


And you can follow me on [email protected]@. We care at Facebook week. You're her one and on Twitter.


Perfect. And I will link to all of us in the show notes so they will be able to easily just go to the show notes, click on them and they'll find you right away. And I will send you that worksheet. Yes. Then you can put that there, too. And. Cheers to share. Thank you so much, we'll have a wonderful day and we'll talk to you soon. Thank you so much. I hope you were taking notes because that seriously was like a marketing a master class in under an hour. Liza, amazing. Thank you so much for sharing all of your expertise and knowledge with us. I truly believe that everything we talked about in this interview is 1000 percent. What helped me to grow my business. I know it can help you grow your business. And it's what I'm using to continue to grow both my businesses today. So I am just blown away by all of the incredible information in this episode. Again, I hope you were taking notes or make sure that you come back and listen to it when you have a chance to sit down with pen and paper and really keep track of all of the little amazing nuggets of information that she shared.


All right, ladies. So this wraps up our series Unhealthy Habits. So we've talked a lot about goal setting, healthy habits you should emulate to your life in your business how having a healthy body helps you have a healthy business. We talked about our fashion habits and how dressing to feel really good can make a difference in how we present ourselves to the world as well as how we feel about our own selves. And then, of course, all of the amazing marketing habits that we got today from Lee. And so I hope you've had a wonderful start to the new year. And I cannot wait to jump into February.


And we're talking all about social media. All right, ladies, have a wonderful week. I will see you back here next week.


Same time, same place. If you love today's episode, don't forget to click the subscribe button. So you never miss when a new episode goes live, then head over to ITINs and leave a quick review to let other people know just how much you loved it. Thanks, ladies. See you next week.


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