Show Up As Yourself | Ep. #13 with Rhonda
09/10/20 • 46 min
On this episode of Candid Creative, Antonio speaks with Rhonda Glynn, a small business strategist, and coach who works primarily with female entrepreneurs. To begin, Rhonda discusses her career in the aviation industry and how it has prepared her for a customer-centric world.
Aviation is not a physical space, she says, it’s a doorway into people’s lives. Travel can be motivated by tragic events or a desire for pleasure. That’s why it’s essential that airlines base their branding on their customers. Everything else is secondary.
For so long, businesses have been focused on the transaction, not the value. They provided a product and the relationship quickly ended after that.COVID-19 changed the landscape overnight. Due to a loss of capital and the impossible nature of uniformity, a movement has begun to understand the ‘why’ of what’s happening, rather than the ‘how.’
Unfortunately, customers can still be lost in a value market. When creatives compete with each other, they tend to focus too much on vanity metrics, instead of a central message that leads to change. The most important way to create loyal followers for your brand is to show up as yourself. “People buy from people,” and authenticity is key. All of us are constantly evolving and accepting which leads to a greater level of success.
The other event that has affected branding in 2020 is the Black Lives Matter movement. Rhonda explains that a tipping point forced individuals and companies to reckon with decades of injustice and shift to a more genuine model. People began to see ‘people of color,’ not other colors, and realize that we all need to understand and be understood.
However, not everything you see is genuine. Some companies, such as Amazon, continue to operate in a ‘sweatshop-like’ environment while putting on a good face for the public. No matter what shape business takes, data informs strategy and change will come whether it is universally accepted, or not. Companies must, and will, adapt to survive.
Don't forget to check out Analisa.io and click here to get 15% off Unlimited reports for first month upgraded subscriptions.
Follow Antonio on IG: @imantonioruiz.
Visit Rhonda at https://www.rhondaglynn.com/
Follow Rhonda on IG: @zoma.business.solutions
Analisa.ioAnalisa.io is an AI-powered social analytics tool that provides Instagram & TikTok Analytics
Disclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.
On this episode of Candid Creative, Antonio speaks with Rhonda Glynn, a small business strategist, and coach who works primarily with female entrepreneurs. To begin, Rhonda discusses her career in the aviation industry and how it has prepared her for a customer-centric world.
Aviation is not a physical space, she says, it’s a doorway into people’s lives. Travel can be motivated by tragic events or a desire for pleasure. That’s why it’s essential that airlines base their branding on their customers. Everything else is secondary.
For so long, businesses have been focused on the transaction, not the value. They provided a product and the relationship quickly ended after that.COVID-19 changed the landscape overnight. Due to a loss of capital and the impossible nature of uniformity, a movement has begun to understand the ‘why’ of what’s happening, rather than the ‘how.’
Unfortunately, customers can still be lost in a value market. When creatives compete with each other, they tend to focus too much on vanity metrics, instead of a central message that leads to change. The most important way to create loyal followers for your brand is to show up as yourself. “People buy from people,” and authenticity is key. All of us are constantly evolving and accepting which leads to a greater level of success.
The other event that has affected branding in 2020 is the Black Lives Matter movement. Rhonda explains that a tipping point forced individuals and companies to reckon with decades of injustice and shift to a more genuine model. People began to see ‘people of color,’ not other colors, and realize that we all need to understand and be understood.
However, not everything you see is genuine. Some companies, such as Amazon, continue to operate in a ‘sweatshop-like’ environment while putting on a good face for the public. No matter what shape business takes, data informs strategy and change will come whether it is universally accepted, or not. Companies must, and will, adapt to survive.
Don't forget to check out Analisa.io and click here to get 15% off Unlimited reports for first month upgraded subscriptions.
Follow Antonio on IG: @imantonioruiz.
Visit Rhonda at https://www.rhondaglynn.com/
Follow Rhonda on IG: @zoma.business.solutions
Analisa.ioAnalisa.io is an AI-powered social analytics tool that provides Instagram & TikTok Analytics
Disclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.
Previous Episode
Fill the Gap with Words that Sell with Roy | Ep. #12
On episode 12 of Candid Creative, Antonio speaks with Roy an administrative assistant and part-time copywriter who has been honing his craft for about a year. Roy begins by sharing his philosophy of copywriting. In order to be successful, you must fill the gaps with words that sell and evoke a strong emotional response to instill a call to action.
Writing for brands and individuals is the same because you are always writing to people. That’s why personalization is so important. At our core, we all desire a human connection. When a copywriter mentions an individual by name, or singles out their demographic and interests, they show that they understand the customer and make a stronger case for their product.
Roy explains this further by discussing the difference between individual and company-based engagement. When he sees a corporate logo, he understands that he’ll be getting a service that he will pay for. When he discusses a project with an individual, he knows that he’s not talking to a middleman or employee. He’s speaking with the person who will do the work directly.
Since telling a story isn’t always possible, or essential, the information needs to be revealed in an enticing way. Beginner digital marketers must study each other’s content to see what works and what doesn’t. They should examine what is compelling to them and figure out why.
To close, Roy asserts the importance of practice when it comes to a career in copywriting. You only improve your craft by working hard, getting feedback, and anticipating objections. Proactive thinking removes the ‘no’ from the process and leads to a successful campaign.
Follow Antonio on IG: @imantonioruiz
Follow Roy on IG: @copywriterroyFollow @candidcreativepodcast and visit thecandidcreative.com
Next Episode
A Brand is a Story | Ep. #14 with Rhonda
On this episode of Candid Creative, Antonio continues his conversation with Rhonda Glynn, a small business strategist, and coach who works primarily with female entrepreneurs. Rhonda begins by sharing her disappointment with Howard Schultz, CEO of Starbucks, for his decision to ban employees from wearing symbols related to Black Lives Matter. She believes that this is incompatible with the company’s image and a sign of an old way of doing business that no longer works anymore.
Instead, brands must be consistent and find their niche in order to adapt to a value-based economy. Consumers want to know and be known. To hear and be heard. That doesn’t mean that a brand should be strictly ‘political,’ however. It’s about awareness, not an agenda. Know your customer so they don’t ‘strike back’ against a lack of authenticity. Share the truth, or trust will be lost forever.
COVID-19 has sped up this transition. With social interaction at an all-time low, people are looking to be heard on a deeper level. Brands must speak to this need through stories and genuine communication. This may lead many companies to go back to the drawing board or disappear completely. For better or worse, simple transactions are no longer tolerated. There must be an exchange on both ends.
Things will never go back to how they were. Our society has reached a tipping point, and having the right mindset will determine your success. Rhonda points to a greater need for preparation to remove uncertainty. Because we live in a binary era where everything is virtual, pivoting your strategy through innovative technology like video will restore the human connection in a positive, but completely different way.
Don't forget to check out Analisa.io and click here to get 15% off Unlimited reports for first month upgraded subscriptions.
Follow Antonio on IG: @imantonioruizFollow the Candid Creative on IG: @candidcreativepodcast
Visit Rhonda at https://www.rhondaglynn.com/
Follow Rhonda on IG: @zoma.business.solutions
Analisa.ioAnalisa.io is an AI-powered social analytics tool that provides Instagram & TikTok Analytics
Disclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.
The Candid Creative - Show Up As Yourself | Ep. #13 with Rhonda
Transcript
Welcome to the candid creative show made for creators, creatives and entrepreneurs. Whether you're starting out, growing or establish, this is the show for you.
Unknown SpeakerHello, everybody and welcome to the candidate creative once again. Today, I am joined with a very special guest. Her name is Rhonda. And we discussed everything from branding, personal development, social media, perception,
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