Episode 74: How to Turn Your Passion Project into a Recognized, Credible Business with Solopreneur and Jewelry Designer Jessica Santander
How do you turn a passion project into a fully recognizable small business that is seen, heard, and valued?
Through organic, SEO-searchable, powerful PR features!
But how can you possibly get the attention of journalists and their audience, given all the noise and competition out there?
It seems discouraging because we’ve been told that the only way small business founders can stay in the long-term game is by paying PR agencies to do PR on your behalf.
However, if there’s one thing that my experiences and the results of other business owners in the Small Business PR community have taught me to begin with, then it is this:
All you need is a winning pitching framework (my CPR pitching method) to finally capture the journalists’ attention.
The best part about this cold pitching method is that it works, and you don’t even need to spend any money to be noticed by media outlets and top journalists.
That’s because the CPR pitching method translates your marketing/sales message into one that positions you as an industry authority with insight and a point of view.
It’s this exact approach that keeps personal brands growing as a business and organically attracting more people they can serve.
We’ll dive deeper into this matter with this episode’s guest, Jessica Santander. She’ll share value bombs about organic pitching and how this led her to grow a recognized and credible business.
“If you have that spark within you, if you feel so motivated when you wake up and go to your business. You have a story right there. Your unique passion is what makes you unique. There is going to be that person that wants to write about you. Don't be too hard on yourself, and just keep going. The passion is there. That's all that's needed.”
-Jessica Santander
Jessica Santander is the founder and designer of Jessica Santander, a handmade jewelry business based out of Tampa, Florida. Her company’s mission is to inspire modern-day women to be the change they aspire to be in their world today. She’s been featured in BuzzFeed, Woman’s Health, and Tampa Bay Times.
Today is your time to turn your passion project into a recognized and credible business through a winning pitching framework! Listen to and enjoy this episode as we expound on how you can confidently be seen, heard, and valued as a small business.
Topics We Cover in This Episode:
Turning a passion project into a small business
The power of maximizing channels for your PR efforts
Revelations and realizations about paid advertisements
How the CPR method can help you attract top media outlets
What you must emphasize in your pitch as a small business
Connecting with journalists even after your first pitch
If you want to land your first feature for free without any connections, I want to invite you to watch my PR Secrets Masterclass where I reveal the exact methods thousands of bootstrapping small businesses use to hack their own PR and go from unknown to being a credible and sought-after industry expert. Register now at www.gloriachou.com/masterclass.
Resources Mentioned:
Join Gloria Chou's PR Community: Small Biz Pros: By Gloria Chou
Follow Jessica Santander on Instagram: @jessicasantander_designs
Know more about Jessica Santander: jessicasantander.com
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Additional Resources:
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Here’s a glance at this episode…
[03:39] Nowadays, you have to rely on digital. It's just a little bit of trying everything and seeing what works and for us is just really repeatedly sharing the story essence behind our pieces. And really speaking to our customers who are gonna resonate with that both in person and online.
[09:36] It just honestly goes to show that clarity, precision, and focus and just having that guidance and community as your masterclass can really bring things into existence.
[15:53] Always keep emphasizing what you think is valuable from your business. What is it that you ever present your values? That is very important that the freelancers and the journalists are all going to take this into consideration, whether now or for another pitch later in the future.
[18:28] It's just really building up that confidence muscle at the end of the day. So it's really practice, practice, practice until I felt comfortable and then just fixing it until I feel comfortable and feel as how you share, you're speaking directly in the language and respecting the time of that freelancer, that journalist.
[22:25] Don't let that very relatable impostor syndrome get in the way because you are your only potential of what you can share with others.
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Jessica Santander 0:00
What I found was really invaluable learning from several of your episodes and your master classes that you share is you know, bring that add-on value to that follow up instead of just having that repeatedly checking in here is my information in case you have any questions which you know, I'm guilty of started that's what I was doing for the longest time ever, just making the very kind of boring in a way that conversation where I felt I was talking to myself
Gloria Chou 1:09
Hey, friends, I'm Gloria Chou, small business PR expert, award winning pitch writer and your unofficial hype woman. Nothing makes me happier than seeing people get the recognition they deserve. And that starts with feeling more confident to go bigger with your message. So on this podcast,f I will share with you the untraditional, yet proven strategies for PR marketing and creating more opportunity in your business. If you are ready to take control of your narrative and be your most unapologetic and confident self, you're in the right place. This is the Small Business PR podcast.
Gloria Chou 1:38
All right everyone, I'm so excited to have someone who was a part of our PR community tell you her story about how she took her story into her own hands. After trying all the things paid ads influencers giving away free samples. Jessica Santander based in Florida. She is an incredible woman. She basically left her corporate career and decided that she wanted to pursue art. So she started her jewelry line called Santander Designs. And she will be talking all things PR marketing, what's worked, what didn't work, and how you can make it work for you. So welcome to the show.
Jessica Santander 2:13
Yay. Thanks, Gloria! It's such a dream in the making that right here this moment to be able to speak with you share my experience with your incredible community. I am just so excited and ready to get things rolling.
Gloria Chou 2:25
So you said that you started your company basically just in your house, right? You bought beads without a business plan, you kind of just put it put it together. So how do you get such a tiny business, Where you're literally just it's a labor of love a hobby? How do you get it out there into the world? What have you tried? And tell me the journey of that.
Jessica Santander 2:42
Yeah, absolutely. So I say it's definitely a labor of love. And that's just truly been a reminder every day with what helps me to keep going. So I mean, Tampa Bay, it definitely is a growing, thriving city. And throughout the past four years, which we are four years in business, we've seen small business community here locally, really stepped into and bringing greater awareness. So since day one, with building our collections right here in our little office with my puppy dog going all over the place. It's definitely a whole world of its own, where there's never two days are alike. And I'm just I'm so blessed to be able to share my passion, these creations of art with our local community. So we do that through a ton of local markets that are truly truly so much fun. I absolutely love engaging with our customers, getting to meet new faces, getting to hug our familiar repeat customers, all over around the city. And also, nowadays, you have to rely on digital. So as you consistently share not they're all your eggs in one basket. So yes, we're doing Instagram, we're also doing email marketing, we're also doing collaboration. So it's just a little bit of trying everything and seeing what works and for us is just really repeatedly sharing the story essence behind our pieces. And really speaking to our customers who are going to resonate with that both in person and online.
Gloria Chou 4:06
I love that you said you started off in the local markets, we have so many PR Starter Pack members who just started there. And then from getting the feedback from your customers, you're starting to see what works and what doesn't. And I always say that like getting that feedback is so invaluable. You have to keep getting feedback. Same thing with pitching. So I want to basically pivot a little bit. You've done all the things right so Instagram obviously have a little bit of digital marketing experience because you you had a corporate career and that tells me all the methods you have tried to get your brand out there that that's not local market.
Jessica Santander 4:34
Absolutely. Yeah. So fortunately my background is with marketing and that was my first full time job. So digital marketing was where I was stepping into my experience for about several months and you know, I just wanted to apply immediately those tools and skill sets from my corporate job into you know, growing that brand awareness so I've definitely tried you know, paid ads both with Facebook and Instagram and Google. And it's just, you know, really, it makes a whole world of a difference when you know what you're doing versus what you're trying. And it's just been an experience where I have been able to acknowledge that, you know, definitely outsourcing or being able to learn from your mistakes where there has been definitely improvements with the ways that our own digital marketing has been evolving. But I personally love the very fact of just influencer collaborations. I mean, that's just something that I try to connect on a personal basis, and just build that relationship with that other person on that screen, whether we're local or not local. And just overall, the end of the day, having fun, having fun to be able to tell our story with others, and build our community together, that will eventually be a long-haul relationship.
Gloria Chou 5:51
So you told me before we got on here, you said you did paid ads and paid micro-influencers? Can you tell me about those results? And then how did you decide to do the organic PR pitching instead?
Jessica Santander 6:01
Yeah, so paid ads, that was where it was more of a desperate call to actions on my end, where I'm like, let's just give it a shot. Let's see, you know, what can happen? What could be the worst that can happen? We have a fixated amount that I wanted to invest in. And I mean, when you really don't have full understanding, and you're just trying like, what the famous scene is of throwing spaghetti on the walls. That is where things can go with shaky so in my own experience, it's definitely been a hard challenging one trying to understand what is lacking to have that positive ROI. So, you know, we had a few website visits through our Instagram ads and Google Ads as well, a few newsletter signups. But there was no positive ROI. So, you know, that's where you get impatient. And that, you know, from Marketing Group gurus as yourself, Gloria, they're saying, you know, paid ads is definitely a long time game, you can't just stop, if you're gonna invest, you have to commit at least six months. And me being very, you know, I'm a very impatient person. I've personally and professionally, so I just stopped and I'm like, okay, there has to be another way to do this without even throwing money out the window. So came you, Gloria, with your podcast. And I actually found you through a friend of mine, who also is a product based business. And I cannot recall off the top of my mind right now her name, but she's a beautiful soul as we start following at the same time, think it was at the end of 2021, or beginning first quarter 2022. And that's where I just was, I felt something intrigued. I'm like, Okay, this is a whole new sense of clarity that she's bringing for the game for PR and having these organic outreach, and just how the way you mapped it out, Gloria, it just really brought a whole new sense of relief, as if you know, imagine you're opening up a window in a new home, and you just feel that first time that breeze coming in. So I was just like, Oh, my goodness, this is definitely what can really be thought of in terms of organic pitching. It doesn't have to be a dreadful experience. And that's what you helped me experience through it all.
Gloria Chou 8:11
Wow. So, we're going to talk about exactly how you you cracked the code on this. Obviously, you watched the masterclass, right, for anyone who's, who's listening. Go to gloriachoupr.com/masterclass to find the same one. And then you'll learn the CPR method. How did you get started? But actually before that, let's talk about your wins. Because I didn't even know until I until you told me and I checked in with you. Tell me about your wins with just using the CPR method organically.
Jessica Santander 8:35
Yeah, it's so funny. And this is why I also love Instagram. You're just you're building that relationship and you're checking in on friends. And so after literally gloria a year of no media placements organically what I've done for media placements has all been organically whether through influencers, or through public, or published or even TV editorials. It was a whole year so 2021 up until November of last year, where we had no I've been trying pitching so given you know the last few several months, I was using your tactic and Lee within one month, we landed on Buzzfeed for their holiday gift guide. We landed as well on Women's Health magazine for an holiday gift guide as well. And we also had a very fun organic collaboration with Kittenish the brands as a giveaway as well. So three major wins in like a very short timeframe where it just honestly goes to show that clarity, precision and focus and just having that guidance and community as your masterclass it can really bring things into existence.
Gloria Chou 9:47
Whoa, whoa, whoa, whoa, that is wild. BuzzFeed is... they have like, what 70 million people.
Jessica Santander 9:56
I can't even count.
Gloria Chou 9:57
Oh my god. Okay. So That's, first of all, that's amazing. BuzzFeed is probably one of the harder ones to get on, because a lot of the stuff they do is also paid. So it gets a little murky with, like affiliates. And I think a lot of people because PR kind of gets a bad rep. We've been told for decades, you have to pay to play that when I teach my classes, they're still like, oh, well, I still have to do something. But you're basically saying you didn't have to do affiliate commission, you didn't have to send a ton of samples. So well, let's walk us through how you got on to BuzzFeed, which is one of the top websites visited by your audience, arguably one of the top three websites for your audience.
Jessica Santander 10:31
Yes, I mean, it all goes back to your set. I mean, truly, all your podcast episodes, everyone has to just give it a listen, pay attention to the details, they are golden nuggets. So just really taken in, you know, in terms of what are my key takeaways is bringing that pitch. So it's already a pitch itself for the reporter the journalists and so just mapping out, you know, how would I already have this laid out for a gift guide. So that entails you know, having the bullet points not having everything overdraft. And that was where my weakness was, before I started listening to your tactics Gloria was I'm definitely an over writer, I put too many words, where it can definitely just be one sentence. So really just you know, cutting off, you know, what's not needed in the body as also having that subject line as the golden envelope to have that journalist or freelance writer open that up. And so that was just really what I had done. I mean, it does sound simple, but it can be simple. As you share, Gloria truly, that's what really blew my mind, it truly can be simple to get featured on such an incredible platforms. And so just I pitched you know, three certain products where I felt would make a beautiful at the moment gift. But even in the long haul, presenting what I feel makes us unique as a jewelry brand in comparison to others out there, as well as you know, a little bit of highlights to our small business. So we highlighted the we are Latina owned female founded and the small business where I'm the solopreneur. So we have only one employee in our business. And so that's what she took. And yeah, within November, that was when the month we got featured ads. Going back, I think in terms of numbers, we had over close to 2000 website visits in one week, which was an epic milestone for our business.
Gloria Chou 12:27
Oh, my God. And you said that you did paid ads, and how many? How many website traffic do you get?
Jessica Santander 12:32
Oh, I mean, comparison, it was just very, very subtle. So let's say you know, within the week of paid ads, maybe we had an extra 10 website visitors a day?
Gloria Chou 12:43
Yes. So we get paid ads, 10 website visitors getting featured in Buzzfeed 2000 website visits and when we plus SEO for life.
Jessica Santander 12:54
Right, exactly. For life. That is golden!
Gloria Chou 12:57
That's amazing. So were you able to leverage that and turn that into sales and engage your email list?
Jessica Santander 13:02
Yeah, definitely. So immediately, when I found out that we had our online publication already on Buzzfeed, I did all that you share. So that is go ahead, you know, make, we made a real and I did that in that night. And then also, you know, really reusing that into a week after still a small business highlight for the holidays, and also our email list and sharing it, you know, through our email list primarily also with our wholesalers. So something that they could share with their customers as a small business highlight. As they carry our products in their stores, too.
Gloria Chou 13:36
I love I think a lot of people don't realize they think PR is in a silo where it's like, it's just helps her get more eyeballs, but it helps with everything. If you want to seek investors or not. If you want to get into a wholesale or not, if you want to speak on a panel or not, it all kind of compounds, right? The fact that you were able to use PR and by the way, not ads, you know, I'm not gonna be like, Hey, I read an ad, let me speak on your panel, right. But you can do that with PR. And that's what's so amazing. And now you're going to, you know, one of the biggest trade shows, and you can say to every single customer that walks by, you're gonna meet 1000s of people and say, check this out, and Buzzfeed and Women's Health. So let's get into the nitty gritty of how you actually found the journalist contact. And what was a follow up because, you know, I teach a very specific follow up in my PR starter pack.
Jessica Santander 14:20
Yeah, so I mean, consistently is definitely the number one thing to keep in mind. And so this was about almost the end of the summer, I started reaching out. And it's just, you know, a follow up game where you have to have those reminders, especially for ones that you really want to keep that relationship in their memory. So just having that once a week bi weekly reminder, as what I found was really invaluable learning from several of your episodes and your master classes that you share is you know, bring that add on value to that follow up instead of just having that repeatedly checking in. Here is my information in case you have any questions, which, you know, I'm guilty I started that's what I was doing for the longest time ever, just you know making the very kind of boring in a way that conversation where I felt I was talking to myself, but the posts of that brought the extra value. So, you know, with new collections, new designs coming up for the holidays, or any extra holiday promos that we can also utilize, or even something to the point where hey, you know, we as our jewelry brand is very storytelling oriented. We also have these moments that are actually based in categories. So we have our mother daughters relationship categories that you know, can also be a very specific and unique add on to a gift guide. So that was something that you know, was part of this particular pitch repeatedly, and especially the fact that for us small business owners always keep emphasizing what you think is valuable from your business what is it that you ever present your values, being your core values being your your ethnicity being your your backstory, that all is very, very important that you know, the freelancers and the journalists are all going to take into consideration whether now or for another pitch later in the future.
Gloria Chou 16:14
So you watch the masterclass use a CPR method and listen, we are going to start off with our I want to say shitty few drops, right? I've had thousands of shitty drafts 1000s of cold calls. That's how I came up with my CPR method. Now luckily, if you watched the masterclass, you don't have to maybe do 1000 you'll you'll be a lot closer. So let's say you watched the class, you wrote a couple of drafts, you started shaving away at it so that it's really tight and concise. Right. I always say it takes more expertise and skill to communicate and shorter sentences. That is a skill that we are building. So now that you've mastered the skill, how many times did you follow up? And did you follow up on social media as well? Did you comment on this journalists' posts?
Jessica Santander 16:50
Yeah, so for me, I, for at least this BuzzFeed feature and Women's Health, it was just primarily through email. And really just in the span of a month. I don't know if it was because really just it was the holidays. And maybe the holiday season is definitely one of those top priorities for a lot of editorials. But just in a month timeframe. And as the show just keeping everything concise and very communicative in a way that's just going to be clear and transparent and easier for that writer to just grab, paste and make that publish happen.
Gloria Chou 17:21
Yeah, I love that. Okay, so So too did you know, I think following up I think refreshing your subject lines. Another great way, especially if you're in product, here's a hack for you is, let's say you send a few emails, you don't get response. And a celebrity, or influencer wore something that's similar whether it's a trend or a styling say, Well, recently Rihanna wore this to this or recently, like if you make jewelry, you can say recently like this celebrity got engaged. And it's this type of ring, right? So we do have a you know, I just wrote a pitch for someone in the PR pack like that. It's another way to bring relevance. Always think about the seasons as well, whether it's holidays, Valentine's Valentine's mother's daughter prenatal post. Like there's so many different things in your collection. And I think a lot of founders, they get overwhelmed because they're so used to sending an order form of here, all the 60 or 70 items, and they're talking to the journalist like they're their customer, but the journalist is not going to buy from you. So what was a mental? How did you get over that hump of speaking so well about selling yourself, but then having to translate that marketing message into one that positions you not as a seller, but as an industry expert, as someone who understands trends?
Jessica Santander 18:28
I mean, it's just really building up that confidence muscle at the end of the day. And, you know, for me, I just I love picking in on insights from pop podcast. So Gloria, I mean, just hearing your interviews with other freelancers and journalists, what they're looking for, and just taking these little takeaways and making those reminders. So it's really practice, practice, practice. And until I felt comfortable, like I had several, I still do have a folder and have several pitch, you know, templates, and then just fixing it until I feel comfortable and feel as how you share. You're speaking directly in the language and respecting the time of that freelancer, that journalist. So I mean, it did take a lot of practice. And for me, it took almost a year. But hey, for others, it could just be within you commit a whole week. Just focus on that. And you could be you know, getting your way on to a huge, beautiful feature for your business too.
Gloria Chou 19:23
Yeah. 100%. Obviously, we have like 40-50 different types of pitches in the starter pack, you'll see every single pitch that I wrote, but I really want to tap upon what you said is the time thing. I think so many people think this takes time. This is hard, and I'm just going to do reels and paid ads. But I always in every monthly call with my members. I show them this chart of the $10 an hour tasks that you can delegate and the $10,000 an hour skills that will take you so far in life, which is what you've honed in on now. You said it takes a year. I think it's worth it because the ability to tell your message with clarity and relevance. and get that yes, we have another person that is a priceless skill that will serve you all throughout your life. You know, Tik Tok could be banned tomorrow, your Instagram could be hacked, the algorithm might not like you, that is really not a skill, right? Because you're playing in someone else's arena. But knowing how to clarify our message, Jessica, I'm so proud that you've done the hard work to actually hone in on a skill that no one can steal from you. It doesn't matter what happens in the market, this is a skill you're gonna have for life.
Jessica Santander 20:26
Oh, thank you, Gloria. I mean, this is all because of what you're doing for us. You know, helping the product based service based businesses is not easy. And especially for solopreneurs. It can be very hard if you're trying to do everything on your own. So I mean, with what you're sharing both through masterclasses and through your PR packages, I mean, it's just, it really helps us to just, you know, have that acknowledgement that hey, you know, we can do this, but even more so we have that helping hand from you. So, I mean, truly, it's all you know, from credible souls as yourself. So I thank you for the for the help and the guidance to get us to where we're at.
Gloria Chou 21:01
Well, thank you for also shining a light on other people with your art and your story. So we're all at that's the work we're called to do. So talking about kind of honing in and organization, I think a lot of people get so overwhelmed with like, they say like, Okay, well, how do I keep track of the people that I'm, you know, contacting? And how do I, how many pitches? Should I start with? Do I start with one seasonal one podcast? Like, how did you go around, like, figuring out what was the first step to take?
Jessica Santander 21:28
Yeah, I mean, it just goes to your goal, whether it be for that quarter, so for me, personally, I at least would product base and jewelry, you know, a major season and one of our best quarters to sell is going to be the holiday. So quarter three and a quarter four. And so I just, you know, made that commitment, at least couple of times a week, re strategizing, what it is that I want to be presenting what it is ugly pitching, and how are we going to do so. So just having, as you say, organization can look and feel and so many different ways for so many of us. But for me, personally, I just love having that Google Doc and having those particular writers and those platforms that I know, I can be featured, it is possible, even if it's organic. So just having those top three top 10 A-list people that you really want to build that relationship and just go for it. You know, don't don't let that you know, what I call I know is very relatable imposter syndrome. Get in the way because you are your only potential of what you can share with others. So that for me is just you know, okay, it's a new day, you have this pitch, let's go for it. You have this new value to share, you have this new fun fact to share. So just you know, think outside the box, be creative, be fun, and be passionate when you are doing these follow ups when you are presenting your, your your dream for these writers as well.
Gloria Chou 22:52
Yeah, I think what trips a lot of people up is they're like, Well, I don't want to be too salesy. But that's what the beauty of the CPR method is, is you're talking about trends, what's great, what the color is, like, what it invokes. Pantone just released a color of the year. And that says something very bold to us, right? So I think as long as you know, that you're serving, and again, all of us entrepreneurs, right, you didn't just build this company and leave your corporate job because you wanted to have a get rich, quick scheme. You really love what you did. And so a lot of times, it's just peeling back the layers and tapping back into why did we start this company? Why don't we do this? Why don't we do the candle business? Why did I leave my you know, prestigious job in the medical field to become a consultant, right? All of those things, tap into our why and then everything else just flows. I love what you said about Google Docs, maybe start with one to two pitches. If you are a product owner, again, gift guide, like what you did is perfect, right? What is the one item that's great for this season, that that's coming up in the next 30 to 60 days, whether that's Valentine's, whether that's graduation, New Years, whatever it is, right? Yeah. And maybe another pitch about your founder story. So what have you learned scaling your business and trying out all the different ecommerce platforms? Maybe it's something about Shopify versus Etsy, right, all of those things. I think, at any one point you have a multitude of shoot of angles, but you have to pick the one that's most relevant for this season.
Jessica Santander 24:18
Absolutely, yeah. I mean, there's a whole world of stories that you can share just on yours. And as I always appreciate you always share this reminder is you do have a story to tell you have a story that's impactful each and every one of us and so just have fun with it. It is worth telling. It's worth sharing. And it's just something that I love that you re emphasize because it really personally I take it as a sign to keep going
Gloria Chou 24:43
Well you got to keep going because you're already on your way. So you didn't just get this far. So I want to talk more about Okay, so you got you got they you sent the email out Did you attach like a dropbox link with like high quality photos? Did you offer to send samples How did that go?
Jessica Santander 24:59
Yeah, absolutely, that's a great question. So I definitely include the all those links, so we can link to our website. So they can take a look at just our homepage or bio, as well as the website link to the actual products so they can get an overall understanding of, you know, the details and the photography, as well as a Dropbox link to the actual product image. So they can have a you know, whether they needed it on their end for their desktop. So those you know, just like convenient one click access, so they don't have to be burned around, like, where do I go? How do I find more information. And always, you know, at least with product based businesses definitely offer, you know, here I am, here's my sample. So if you want anything, I always say, you know, just share what your bracelet sizes, and we can get that going make it happen, it will be a true honor to share our work of art with you. So just, you know, re-emphasizing that you are you're genuinely interested in sharing your your love your labor of love with this other writer with this other person, so that they can also experience it for themselves. So just having those, you know, that closed off at the end of the email, something that they could look forward to.
Gloria Chou 26:06
So did you give samples to get on to BuzzFeed and Women's Health?
Jessica Santander 26:09
So for those two, I have not.
Gloria Chou 26:11
I don't to want to stop you right there because I think a lot of people gets get swindled by these quote unquote journalists who are not really journalists or influencer bloggers looking for free merchandise. And so if you're out there, we're looking for you. And I already got some DMs from people in my starter pack that's like, hey, like, this person just keeps asking for samples and like, and goes to me. And I'm like, Okay, so now we have a range. So there's, this isn't happening, what I'm trying to say is you don't ever have to give free merch to get featured. So just like Jessica is telling you right now she got on Buzzfeed and Women's Health, I don't want you to start off by saying I have to give away all of my stuff for free just for her to hope that there's a 1% chance, right, that's I don't want you to start there, you don't you don't need to. Now, if you have something that's low cost, leave a sample of your body butter, sure if they want to find but it can be something like jewelry speakers, like you know, I don't think you really need to give a sample you can give them instead, like what Jessica did, maybe a behind the scenes, a reel of how they can experience this or what the mother daughter collection is like things like that. So get creative. But you don't have to give away your power. You don't have to give away your resources to get featured.
Jessica Santander 27:17
Yeah, and don't let that also fear be a fearful factor to keeping you from pressing that send button. Because that's the you know, beforehand, I was always scared. I'm like, Oh, my goodness, because I've had those experiences where I've had to I pitch to 10 influencers, bloggers, and those 10 Day requests several samples. So just having that, that keep that in mind as Gloria shares, you know, don't let that be a fearful factor. Because like you see with BuzzFeed, women's health, there are going to be journalists who say, You know what, I just need those links. That is plenty enough samples, you can keep all your products to sell for your customer. So it's possible.
Gloria Chou 27:51
Yeah. And another question is a lot of people, this is very unnatural for them, right? We're not taught to speak up and pitch to media, we're taught that the media is owned by these rich white men who have really deep pockets and connections. So I know it's it's really hard for us to be a tiny little business. And to be like I deserve to be featured. But like Jessica says, everything you want is on the other side of the sandbar. And I think I also said that, and it is our sacred duty to do this, because we will never rewrite the image and the narrative of what a small business owner looks like, if we don't see ourselves reflected back in media, we have to do this work. We have to do this work. So I'm so happy you're doing this work. I think I forgot to ask you about Okay. The The thing about writers, right? So some of them are staff reporters, and some of them are freelancers. How do you navigate that? And are you going to pitch back to them again? Because for me, I always think, you know, there's an endless opportunity. So just because they write for one outlet, you can be like, Hey, I noticed that you also write for these outlets. What else can we co-create?
Jessica Santander 28:57
Yeah, absolutely. I mean, both for staff writers and journalists, I will have already you know, pitch them back for upcoming holidays themes. So just so you know, never close the door on yourself. You never know what's possible. And even like what can happen within a couple of months again, so you know, just always having those follow ups. And you know, with new seasons, or new opportunities, new collections, new collaborations that can take place, or you can share, hey, this is an incredible win highlight that I think would be a great piece for a Mother's Day or bride bride segment. So I just like I always need to take into the fact that you know, whether they are staff writer or just fixated on one particular platform, it's an incredible opportunity for any small business and for me, I pitched to to both worlds in that and
Gloria Chou 29:43
Yeah, and when you did pitch what was the response? They say get on the phone or they're like, I'm interested send me some more details over email.
Jessica Santander 29:52
I actually Okay, so there were the one for Woman's Health, She, what I do and that you've shared is you know, read into bear story, little fun facts about these these individuals, because at the end of the day, you know, businesses are based on relationships. So you have to, you have to show that consideration that, hey, I took my time to learn about you. So I shared a common factor between us both were, ironically, we used to live in Tampa and New York. So that was just and we graduate from the same university. So that's just sharing, you know, hey, hometown wins, there we go. That was one end, and then the other, they just shared, you know, Hey, are you a small business? What are some other core pillars that can we highlight for your small business? So no samples were requested? Just one pitch follow up? And they said, Well, we're good to go. We'll go ahead and highlight you for the holidays. I mean, it just truly goes to show anything is possible, it can be seamless, and it can be fun.
Gloria Chou 30:51
You're like, Why did I do this earlier?
Jessica Santander 30:53
Yes, suddenly, why did they take a whole year of like writing an essay? Pretty much.
Gloria Chou 30:57
That's amazing. So now you know how to use a CPR method. What else are you going to to do for your business? For your own thought leadership? What are you looking to create this year?
Jessica Santander 31:07
Oh, I mean, I definitely love how you emphasize thought leadership. And that's something I I'm always learning to, to be as, as a as a founder for our handmade jewelry brands. So definitely, you know, finding ways I can tap into more of, of representing our core values of connection, philanthropy, and overall community with both locally and even online. So we have our New York now, trade show coming up in February, where I'm very, very excited to just share about our mission and why our jewelry brand is existing connect with my like minded woman, and you have have these connections, like I share with you, Gloria, and just really be a helping hand for any small businesses out there. And also, you know, that will reflect our overall core values together as well.
Gloria Chou 31:54
You know, I always say like, the universe only gives you the problems that you're capable of solving at that level. And I love how you've already overcome the imposter syndrome of where most people get stuck, which is, I don't have anything to say. So you've already overcome that. And then when they have something to say, it's like, well, I am afraid to be judged. You overcame that by pitching. And now you're focused on so many other bigger problems, that you can create so much value in one hour that I really do think that you've really migrated from the $10 an hour task of how do I fix this reel? How do I put a cover on this Instagram? How do I do like, you're not even thinking about that you're like, How can I create? How can I show up? Or the partnerships with other relationships? How can I inspire other people, and to just see your journey of elevating your thought your actions and making an impact? It's just inspiring. So I'm so happy to hear that.
Jessica Santander 32:42
Thank you so much, Gloria.
Gloria Chou 32:44
Is there anything else you want to share with anyone that's listening? Who maybe does have a small business handmade jewelry or not? That's just starting and it seems so daunting, this world of pra, what do you what would you have any encouragement for them to say?
Jessica Santander 32:57
Absolutely, and I can definitely relate to them, I still have you know, these days where I'm just like, what is possible? Am I even able to do this. So I mean, as we talked about earlier on, is just going back to your why and your passion, if you have that spark within you, if you feel just you know, so motivated, when you wake up and go to your business, get your hands dirty in your creative thoughts. It just shows you that, you know, you have a story itself right there, your unique passion is what makes it unique. And there is going to be that person that wants to write about you. So just don't take it too too hard. And don't be too hard on yourself and just keep going the passion is there. That's all that's needed.
Gloria Chou 33:37
See, that's amazing, and that you're now shining a light on other people, you're really a light on other people. So I'm so proud of you, I can feel the confidence coming through. I'm so glad that you have the tools and the path ahead of you with clarity and I cannot wait to see what you create this year.
Jessica Santander 33:52
I cannot wait to share with everyone and also in your just to immerse myself further in such really vibrant, impactful communities as yours, Gloria definitely forward to getting my foot in there and just you know, keeping these connections going.
Gloria Chou 34:07
So how can people find your jewelry and learn more about you?
Jessica Santander 34:10
Yeah, so we have our website will be my name jessicasantander.com, as well as Instagram. We have an all month long for Valentine's perks and promos as well. So self love club. I got you covered there, too.
Gloria Chou 34:26
I love I love it. I'm on your website now. And there's it's so cute.
Jessica Santander 34:30
Thank you. Yeah, we have our self love bundle too. So that's something fun.
Gloria Chou 34:33
And what I love about your website is that since you took matters into your own hands and started to use the methods, there's the as seen in and you have a whole line of all the logos BuzzFeed Women's Health Channel for New York, Tampa Bay Times. I imagine that in 30 or 60 days that is going to keep going you're gonna have way more press logos.
Jessica Santander 34:53
Oh, that's a dream.
Gloria Chou 34:55
That's awesome. Thank you so much for being on the show.
Jessica Santander 34:58
Thank you so much for having me. or and I hope that you know, our community together will be able to take away some key insights and get that tips going.
Gloria Chou 35:06
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