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

Alright, Leah thanks for taking the time to share your stories and insights with us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

I had been consulting for about three years, operating informally under the name “Publicly Relating.” At first, I was mainly focused on PR work, obviously, but I also did a bit of communications and marketing work. But I wasn’t really operating under a formal business entity – I was just a 1099 contractor for my clients.

The real turning point was when I realized that my clients kept tapping into my broader marketing background more and more, not just the PR stuff. I went into this thinking I would help write press releases, pitch news stories, create press kits, and so on. I then started doing social media campaigns, doing rebrands, and crafting messaging. So then I thought, “Hey, why not offer all these marketing services I’m good at instead of just focusing on PR?” It just made sense. It was better for me and better for my clients. In May 2023, I filed for an LLC, and just like that, Austley was officially born. It was exciting to see it on paper.

Then came the fun part – really defining what Austley was all about. I positioned us as a communications-driven marketing company. Our thing is blending storytelling with data-driven insights. It’s all about crafting messages that really connect with our target audiences.

I soon expanded our services to cover pretty much all areas of marketing I’m good at. It was great because it meant I could offer clients a comprehensive suite of services while still being confident that I could deliver.

The transition from being just a solo contractor to running a proper business entity was huge. It gave me this sense of credibility I hadn’t had before, and suddenly, I could see all these new growth opportunities for both me and my clients.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My career in communications and marketing began early. In high school, I had the unique opportunity to major in communications and broadcasting, anchoring our morning news. This early passion led me to secure an anchor position as a college freshman, typically reserved for senior students. My ability to adlib when our teleprompter broke during the audition helped solidify my talent and passion for communications media.

From there, I interned at a radio station and have been working in communications and marketing roles ever since. With nearly two decades of experience, I’m now excited to run my own company, Austley.

Austley isn’t your typical marketing company – we do things differently, which sets us apart. We’re a marketing company driven by communication. This means that strategic communication is at the core of every marketing initiative we undertake. We craft narratives that connect brands with their audiences on a deeper level. By intertwining compelling storytelling with data-driven insights, we deliver messages that not only reach target audiences but truly speak to them. Our unique blend of persuasive messaging and strategic marketing creates memorable campaigns that deliver tangible results.

What also distinguishes us is our intentional approach to client selection. We work with purpose-driven companies making a real difference in the world. Many of these are startups and small businesses with ambitious growth goals but limited budgets and small teams. This is where we excel. We implement tiered marketing strategies that focus on low-cost, high-return tactics to help these companies achieve the results they need – be it increased conversions, more revenue, or greater engagement. These initial successes often lead to increased budgets and support, allowing our clients to continue on their growth trajectory.

One of my proudest accomplishments to date is the launch of Austley’s playbooks. Recognizing that some prospective clients were too cash-strapped for full-service marketing but needed guidance, we created these $99 guides. They cover essential topics like content creation, brand and message development, thought leadership, and SEO. For those ready for more tailored solutions, we offer fully customized playbooks at various levels, along with implementation support. This tiered approach allows smaller companies to access the marketing support they need on their own terms.

Our distinctive edge comes from three key elements: our belief in strategic communication as the cornerstone of marketing success, our dedication to serving mission-oriented clients, and our ability to provide tailored solutions that adapt to each stage of a business’s journey. I’m proud to make a difference by helping impactful companies grow and reach their full potential.

What’s a lesson you had to unlearn and what’s the backstory?

A key lesson I had to unlearn was the belief that hard work alone would lead to success. While hard work is undoubtedly important, I’ve come to realize it’s only part of a more complex equation.

Along with diligence, true success requires determination, flexibility, effective communication, active listening, strategic thinking, empathy (for your target audience), adaptability (to market needs), willingness to pivot when necessary, continuous learning and skill development, and building and nurturing relationships.

The backstory of this realization came during the development of Austley’s first product. I was working tirelessly to create general marketing resources like brand guideline templates and messaging frameworks. While I knew these were helpful, I was so focused on the hard work of creation that I almost missed a critical insight.

It was only through communication with a small focus group and truly listening to their pain points that I realized I needed to pivot. I discovered that I could offer these general resources for free, while the real product – the guides or “playbooks” as I now call them – could be sold at a low cost.

This experience taught me that success isn’t just about putting in the hours. It’s about working smart, being attuned to your audience’s needs, and being willing to adapt your approach based on feedback and market demands.

Unlearning “hard work equals success” allowed me to understand that it’s the combination of effort, strategy, and responsiveness that truly leads to success. This realization has been instrumental in shaping Austley’s approach and has ultimately led us to where we are today.

What’s been the most effective strategy for growing your clientele?

The most effective strategy for growing our clientele at Austley has been our unique approach to client relationships. We don’t see these as traditional client-vendor interactions but as true partnerships. This shift in perspective has been key to our growth and success.

We believe our success is tied directly to our client’s success. In marketing and communications, our work impacts things like engagement, brand awareness, customer acquisition, and revenue. So, we’re all in this together.
We’ve been big on transparency and honesty since day one. If a client wants something unrealistic, like boosting their engagement tenfold in a month, we’re upfront about why that’s not doable. Instead, we offer realistic alternatives and timelines.

We give clients clear projections of what we can achieve in 30, 60, or 90+ days. This way, they know exactly what to expect and when. We also make it clear that success depends on effort from both sides. We’re not just service providers; we’re partners.

This approach has been incredibly effective. In fact, 95% of our business now comes from referrals. That’s a number we’re proud of. It shows that our clients trust us enough to stake their own reputation on recommending us. In the business world, that’s as good as it gets.

Our partnership approach sets us apart because there are so many marketing and communications companies nowadays. Many businesses are tired of the agencies that overpromise and underdeliver. They find our honest, partnership-focused approach refreshing. They appreciate that we value authenticity and real results over flashy promises.

Contact Info:

• Website: https://www.austley.com
• Linkedin: https://www.linkedin.com/in/leahdergachev
• Twitter: https://x.com/leahdergachev
• Other: I also have a marketing and comms community: The Marcomm Grind ( www.themarcommgrind.com)

Image Credits

Pinnacle Workspace