We’re excited to introduce you to the always interesting and insightful Juliet Peay. We hope you’ll enjoy our conversation with Juliet below.
Alright, Juliet thanks for taking the time to share your stories and insights with us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.
In the personal branding industry, there are two very strong messages. 1) It’s actually not about YOU, it’s about THEM and 2) Put your best foot forward!
While these messages have good intentions, they create a performance-based personal brand that leave solopreneurs even more stressed and unsure about what to share online.
Personal branding can also be a bit narrow, focusing only on pretty picture and colors, and maybe one core message. Those assets only go so far.
What I do differently with the ICON framework starts with Identity. Yes, your audience is important. But you’re the one with stories to share! You’re the one they want to get to know. Relatability isn’t created by parroting pain points to your audience over and over, but instead by showing up as your full self, sharing stories, and engaging as a human — not just a business owner.
I also don’t focus on putting your best foot forward. It’s one thing to feel like you need to perform in Corporate America because there’s a dress code. But if you’ve gone out on your own to start a business, now is your opportunity to create the business you want. That includes wearing what you want and what makes you feel the most confident.
Solopreneurs often work from home, sometimes with kids running around, and conduct meetings on Zoom. Dressing up in a full suit and makeup (unless that’s what makes you feel best) is an unrealistic expectation.
Solopreneurs crave freedom, but they often don’t give themselves the permission to BE FREE because they’re afraid they’ll lose clients. Instead, expressing themselves authentically has potential to attract better clients, who understand and align with them beyond just their services. In a crowded market, the biggest advantage a small business owner has is their personal touch.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I left corporate America in 2021 to pursue copywriting full time. Before that, I had gotten my degree in Journalism because I thought it was the “smart and practical” option to pursue writing. Once I realized the news wasn’t for me, I shifted towards marketing. But after college, most of the jobs I got included more admin responsibilities than purely creative. I’d answer the phone and create flyers. I’d manage calendars and curate the newsletter. After a couple hum drum jobs I had the opportunity to join a super creative company in a higher level admin role. It paid better so I thought, who needs creativity?!
It couldn’t have been a worse fit. On the outside I was doing fine, but my desire to be creative only made itself more present. I realized no one was going to give me permission to write. And no one would hire me as a writer without a portfolio. So I started writing articles for Medium.com and one of them was chosen to be featured on the front page and got tons of views. I realized okay, this is what you’re good at. You really need to go after it.
From there I decided to start a blog about my hometown Greenville, SC. Since I grew up here I knew it was an easy topic with endless possibilities I could write about. I covered new restaurants, boutiques, fitness studios, and local experiences. I was back to my journalist roots, but with tons of personality and my own opinions.
During COVID-19 some people were calling for small businesses to shut down so they wouldn’t spread germs, even through curbside pickup. Most of the support that rallied around these small businesses were lists and lists of businesses offering 10% off if people used curbside pickup. But there was nothing special about it. There was no story. Just lists.
I decided to do a campaign called “Faces of Small Biz” and later “Faces of Black Biz” to highlight the families behind these businesses and share their story. The campaigns took off and I was so glad I could use my platform for something bigger than me.
Throughout that time I picked up a few freelance writing clients. And then I FINALLY got a full time marketing job. My creativity ran wild and I loved being able to manage all the things from social media, graphics, and event planning to email campaigns, blogs, and strategy.
But, I didn’t want to get rid of my freelance clients especially since they were fellow small business owners like me. So I worked on freelance from 5am-7am and then got ready to go into work 9-5.
I did that for a year, and then hit a wall. I felt like I had to choose. Either continue in corporate America with my fate in everyone else’s hands, or invest in my own potential and take the leap into entrepreneurship.
I took the leap! And built a solid copywriting business. I found no matter what niche I played in, the solopreneurs that were willing to put themselves out there were my people. But I also realized it was truly a personal experience for them to put themselves out there.
They needed more than just a website or launch copy. They needed some help around expressing themselves online consistently sharing their own stories. But I didn’t feel like it would be authentic to become someone’s LinkedIn ghostwriter. I wanted to be empowering. So I started offering personal brand coaching, and it’s been fantastic.
I help clients remember they have something worth sharing. That even the smallest story can impact and relate to their audience. That they’ll feel great showing up online as their true selves, not just their business persona.
I still offer copywriting services when they get to the big projects like websites, etc. But working with more solopreneurs on a small scale to nail down “what’s your story” and pulling out a pool of usually 20-30 content ideas, we have a ton of fun. I love bringing people out of their shell in a tactical way.
Can you share one of your favorite marketing or sales stories?
Before I was quite as confident being myself as I am now, I used to be so worried that other business owners wouldn’t hire me because I wasn’t professional enough. My husband asked me one time “Why do you keep changing your shirt?” because I had changed shirts 4 times so far depending on what meeting I had coming up. Small business? Just a nice shirt. B2B company? Let me make sure I wear a blazer to be super impressive. It was silly looking back.
Then one day I decided I wanted to take a risk. I went to a morning event for small business owners ready to network. I wore ripped jeans in a room full of khakis and polo shirts, and got more leads than I ever had before. I become more approachable because I exuded confidence and a little bit of crazy. From then on, I started wearing more graphic tees to meetings, tie-dye, and whatever else I felt good in. No one ever said “I actually don’t want to work with you” or “You’re unprofessional.” My prices have got higher, and I’ve gotten more aligned clients and engaged followers as a result.
Instead of feeling like my potential clients were running my day, I was running it, and showing up bold, colorful, and casual.
I love helping others feel like themselves in their business, too.
What do you think is the goal or mission that drives your creative journey?
The mission that drives my creative journey is defined by autonomy, freedom, self-expression, and permission. The idea of ever being in a job where I have to report to someone or follow their rules repels me. Especially when it comes to dress codes. There was one time I was given feedback that I wasn’t dressing as executive as I should be, when the men on the leadership team were wearing Vans and tshirts.
But it’s not all about clothing. It’s also about speaking openly about my life experiences, giving myself permission to strive for more than the next rung on the career ladder, and freedom to work how I work best.
My mission is influenced by my personal journey. But when I connect with other creatives and solopreneurs they feel it, too. We want to let our hair down and work with people who get us.
Contact Info:
Image Credits
Crystal Smith Photography https://crystalsmithphotography.com/