We caught up with the brilliant and insightful Alexandra Massetti a few weeks ago and have shared our conversation below.

Alexandra , appreciate you joining us today. We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry

Technology and marketing evolve at lightening speed. As I see Ai enter the creative parts of launching a product or brand the intangible feeling of personhood is fading away. The push to scale quickly overlooks the story behind the product or person. The most successful entities start by asking themselves, what fills a gap in my industry? And what occurred that pushed me to bridge the gap? Ai can not write your personal story. I had a client who felt the loss of connection with his audience. His lost connection evolved from his unique personality that bordered on neurodivergence. In person his energy was magnetic but over zoom he saw the nuances of people being disconnected from his communication methods. He watched a client give up on their brilliant talent, something that he knew was irreplaceable in his own reflection and was determined to bring that experience back to life. Instead of creating a coaching business with a simple course his followers could buy online he took things a step further. I strategized with him to plan local events that brought those interpersonal feelings back to his audience. My strategy was not the most cost conscious or quick but once he was able to meet people his brand took on a new life, with a different but more profitable audience. His story resonated with other neurodivergent business owners, not the mass market of life coaching. Ai can’t write that, it can’t make that story be a feeling only and idea.

Alexandra , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My story was born from massive failures in my career journey. The story is typical in its nature, I was failing because I was aligning myself with people who had never failed. The minute someone fails they tend to bail and throw everything to outdated practices. I did this myself, I would get clients and take on jobs then present a non-traditional path. The way I was targeting my audience was through traditional methods but the work I would do was too far out of their comfort zone. I started to prospect people- not companies that had also failed before and were no longer willing to do what was supposed to work. Once I made my first few clients successful the referrals came organically and I found myself with a waitlist. The hole in the market was rebuilding a good idea from a negative outcome. I started by doing it all myself. A friend saw me being overwhelmed and asked me what part of my job did I love. She asked me to take a risk and only do the tasks of my job that I loved and hire people that loved the parts I did not. The move to a partnership business model gave a new life to my market options. I have been able to offer clients a specialist, like myself, that filled the holes I was not an expert in. The business owner that had earned their scars loved that I was honest and knew my skill set enough to offer expert options. While I still take on clients that need the market launch work I have stepped back and got more into strategic consulting. I’m extremely proud of my ideas and ability to create an entire product life cycle that builds on each offering. My goals are simple with clients- let me give you the tools and strategy to make you money from doing only the parts of the job you love. I am dedicated to bringing back the passion of working without changing careers or your true vision.

If you have multiple revenue streams in your business, would you mind opening up about what those streams are and how they fit together?

I wouldn’t be true to my own strategy if I didn’t consistently offer new services and products. Going back to Ai I knew I had to include that in my services but am not at the expert level a client deserves. I added Ai technology and an operations developer to package as an accelerator. Instead of having my developer being a total separate entity we work together so I can learn by watching my tech build out recommendations get implemented. I started to offer event planning for clients that would benefit from an in-person client acquisition. The add-ons have exploded in growth organically as I put each new offering into place. You can’t explain the feeling of watching someone with their own side hustle finally take off. Even my artists, singers and actors are able to thrive full time with a little addition to their work.

Any fun sales or marketing stories?

I have so many but I would say the most meaningful has been when I had a client that created a tech platform for people to have access to supporting social issues. I had built up the interest from major clients like Amazon, Warner Brothers and YouTube and placed them right in front of the decision makers. The owners were not natural sales people but their product was solid. After some pitches that ended in loss of sales I asked them to re-think their target within the company and the offering. We found out that Warner Brothers was struggling with people being upset when they would film in their neighborhoods and disrupt their access to a list of needs. The task of shifting the public perception of an inconvenience from a massive corporation into a positive experience is generally unheard of. I worked with Warner Brothers to offer a QR code to residents that gave them a gift certificate to use at a local business if they took a few quick actions that supported a cause of their choice. Warner Brothers quickly got community support from the companies that they purchased the gift certificates from and the community that felt good about taking an action to make the world a better place and have a bonus to buy lunch or get free dry cleaning. There are always options that might be a little out of pocket but attaching a meaningful offer creates a bond between client and their customer that fosters loyalty and respect.