Unconventional Life – Podcast, Blog, Live Events

Author: Jules Schroeder

7 Strategies Every Entrepreneur Needs To Know To Make A Website Stand Out

According to Time, I have 15 seconds to capture your attention before you decide to click away.

In fact, a staggering 55% of you will spend less than 15 seconds on this page–or any web page, for that matter–before you continue browsing elsewhere.

With 15 seconds being the average attention span of of a modern internet consumer, perhaps the greatest challenge facing entrepreneurs and business owners today is creating a website that stands out.

In an online world where there are one billion active sites on the web, getting your website right is no longer an option. It is an imperative for your business to survive and thrive.

For many, mastering the tech side of business can be overwhelming and off-putting, with over half of business owners still not operating a website in 2016. But according to one female web designer, it doesn’t have to be hard.

Meet Jess Catorc, an entrepreneur on a mission to make websites accessible to every entrepreneur and business owner, regardless of prior experience. Her services have helped thousands step into the online world to expand their reaches and revenues. She’s been featured in Entrepreneur Magazine, the Huffington Post, and the International Female Entrepreneur Association, and is also the host of a popular podcast series, Making the Entrepreneur.

I caught up with Catorc about how to effortlessly create an effective website on the latest episode of Unconventional Life, “Websites Made Simple: A DIY Guide To Building a Site that Sells.”

Catorc’s tech training began at the age of 12 when she taught herself basic code in order to create a web page for her virtual pet on Neopets.com. “I never saw coding or web design as stressful but rather like a game,” Catorc says.

Computer nerd by day, dancer by night. Catorc continued to pursue web design into her teens, opting into every computer class her school offered. After school she trained at a dance studio for several hours, balancing two very different passions.

Upon graduating high school, Catorc landed a job touring the world as a dancer on Princess Cruise Lines and was selected to perform at the opening ceremony of the 2010 Vancouver Olympics.

“It seemed like everything was happening one thing after the next… I never really had to think about my next step. And all of a sudden I found myself in the last place any new graduate wants to be, which was at my mom’s house and I had no idea what I wanted to do next,” Catorc says.

She had a pivotal decision to make: to continue her dancing career or to pursue web design. Her love for computers won over, and she decided to move to Toronto to get a degree in digital media.

Today, Catorc leverages her tech expertise to help entrepreneurs overcome their most common obstacle, their website. If you struggle with web design, read Catorc’s advice below to transform your site from your greatest burden to your greatest asset.

1. Take the first step right away. If you don’t yet have a website (and perhaps have been putting if off), Catorc recommends you get a domain name and hosting ASAP, as it can nip procrastination in the bud. “Just seeing you have a site can be very motivating to take the next steps,” she says.

2. Create a mood board. This is a visual representation for your brand–the feeling you want people to have when they look at your site and everything you do. Use pinterest to create a board with pictures and quotes that capture this mood, and refer back to this board whenever you release anything for your brand.

3. Color is everything. “Get very clear on the colors you’re going to use,” Catorc says. You should have 1-2 focus colors, which appear most often on your site, and 2-3 complementing colors, which don’t compete for attention but are everywhere as well. White space is equally important, as it can provide visual relief, contrast, and organization.

4. Be consistent. Stick to the same colors and designs as the trademark or signature for your personal brand. This ensures that no matter what you do, people will recognize you easily and come to expect consistency from your service

5. Define your tagline. Feature a short description above the page fold of what you do and how you can help people. Catorc’s tagline reads, “Websites made easy.” When people come to your site, it immediately lets them know if they’re in the right place and weeds out non-customers.

6. Provide value for free. Offer visitors free content that solves one of their problems with no strings attached (no sneaky opt-in buttons). You’re basically letting them know you’re there and giving them a taste of what you do. The better your free content, the more people will desire your paid content, so be generous.

7. Invest in professional training. By training, Catorc doesn’t mean “pay someone a one-time fee of a couple thousand dollars to create your entire site for you.” Instead, she’s talking about investing time and effort into learning the skills you need to build a professional-looking site yourself. If you’re not sure where to begin, Catorc offers a free video series teaching the ins and outs of website design–even if you have no prior experience.

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March 1, 2018
Millennials, Don’t Reinvent The Wheel: Why You Don’t Need A Novel Business Idea To Be Successful

A common misbelief among entrepreneurs is that they’ve got to stumble across the “next big thing” in order to make it. Yet, what many fail to recognize is that generating a groundbreaking, never-before-seen idea isn’t always the best strategy.

When you introduce a new idea to the world, you face several barriers. You must convince people it’s relevant, address their concerns, overcome criticism, get it to take off, and most importantly, get it to stay relevant.

Doing this successfully can be incredibly challenging. Instead, why not select an idea that’s already working? When people already love something, the work has been done for you.

Aspiring entrepreneurs, you don’t need to reinvent the wheel. According to one successful founder, the only innovation you need to do may be putting your own spin on a classic idea.

Meet Nick Gray, the creator of Museum Hack, a company that leads museum tours in metropolitan cities. Here’s the catch: these tours are nothing like you’ve experienced before. They feature quirky guides, games, and gossip–which have earned the affection of clients like Google, Facebook, Spotify and Etsy.

I caught up with Gray about how he brought museum tours back in style on this week’s episode of Unconventional Life, “The Quickest Way To Get Started: Repackage What’s Working & Make It Your Own.”

Gray says he launched Museum Hack as a “rebellious idea that there had to be a better way” to do things. Since he was young, Gray has always been breaking the rules in the name of good business.

In college, his first business contracted high-end speakers from China and set up shop outside Wake Forest University under the name “Wake Speakers,” selling freshmen speakers that were supposedly sold with the University laptop. Wake Forest lawyers reached out to Gray complaining he couldn’t use the “Wake” name for an independent business–but not until Gray had already sold out of all his inventory for the year.

When Gray got started with museums, it was completely in character for him to do the unexpected. “From day one it was not a sophisticated tour,” he jokes. He began exposing the little-known secrets of museum artifacts, including how much they costed, whether they had been stolen or not, and what their juicy backstories were.

One day, a blogger wrote about what Gray was up to, and the next day, 1,300 people emailed him asking to join one of the tours. “I think that’s the singular moment where I was like, this is a really big deal,” Gray says.

Since then, Gray has moved on from being a one-man-show and expanded his museum tours to feature dozens of specially trained guides in New York City, San Francisco, Washington DC, and Chicago. Hundreds of raving reviews and lengthy wait lists allowed him to attract high-end clients and bring back museums to a tech-obsessed millennial generation.

What stands out about Gray’s success was that he didn’t need a million-dollar new idea. Instead, he started with what was already working–the $135 billionmuseum industry–and introduced a modern twist. Below, Gray shares how you can seriously profit from making a classic business idea your own.

1. Use aggressive marketing. In order to show people how you’re different from what they’ve seen before, you need to reset their expectations. A great way to do this is to use taglines that catch them off-guard and remain in their mind. Gray says he isn’t afraid to use what could be considered offensive language to appeal to his target market of millennials. His site reads, “This isn’t your grandmother’s museum tour.”

2. It’s all about how you package it. While Gray’s service of a museum tour wasn’t unique, the way he packaged it certainly was. People had never heard of a museum tour claiming to be sassy and subversive, sharing “details that the museum staff would never share with you because they might lose their jobs.” With creative repackaging, you can capture interest and give the impression of a brand new product or service your customers will be dying to experience.

3. Don’t be afraid of the spotlight. You’ll want to create as much noise from as many outlets as you can about your product or service. Getting attention shouldn’t be difficult if you decide to market with stand-out taglines and punchy, thought-provoking copy. To reach your target audience, you’ll need to know who they are from the inside out. Identify where their attention is directed–the kind of podcasts they listen to, the social media platforms they frequent, and the sites they visit–and make sure they see you there. One way to create buzz and potentially earn more testimonials is to give away samples of your product for free. This week, Gray is giving away two tickets to any Museum Hack tour in NYC, San Fran, and DC to listeners and readers of Unconventional Life. Learn more about it here.

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March 1, 2018
The Slow-Hustle: Why Every Entrepreneur Needs To Slow Down In Order To Speed Up

If you’re an entrepreneur, chances are you’ve experienced the “hustle.”

Popularized by entrepreneur icons like Tim Ferriss and Marie Forleo, the hustle says you need to work relentlessly, obsessively, with unparalleled drive and insatiable and hunger for your goal. You should be “on” 24 hours a day, restless, raging, and unwilling to stop for anything or anyone.

To an outsider, it may sound crazy–absurd even. A work ethic like that couldn’t possibly be healthy or productive long-term. But within the entrepreneur community, it’s a mandate. A mantra. A mindset that determines whether you make or break it.

Subscription to the hustle mentality can be alluring. It promises to set you on the fast-track to success with a magnetic compulsion towards greatness.

But according to one entrepreneur, the hustle is not the definitive shortcut to success–at least not as a standalone strategy.

Meet Peter Awad, 4-time serial entrepreneur and founder of The Slow Hustle, a podcast that features successful entrepreneurs who are intentionally slowing down the pace of their business and their lives. Despite challenging the #1 rule of entrepreneurship, they’re uncovering deeper profits than ever, in terms of both revenue and personal fulfillment.

I caught up with Awad about his unique take on the hustle on this week’s episode of Unconventional Life, “Why Slowing Down Is The Key To Speeding Things Up In Your Business.”

For Awad, slowing things down hasn’t always been his approach. Growing up in Florida, he worked long hours in his parents’ Egyptian grocery store and adopted their work ethic of sweat and tears.

“I’d see my dad dancing in the kitchen, so excited because it was such a great day. Then the next day he would talk to my mom and say he wasn’t sure if he was going to make it,” Awad says.

Awad adapted to the unpredictability of business by working harder than anyone else he knew. By age 15, he saved enough money to purchase a car–though he wasn’t yet eligible for a license. In mechanical engineering school, he launched a business from his dining room selling car parts on ebay that he would operate from midnight to four in the morning “because that’s the only time [he] had.”

It’s hard to imagine anyone more dedicated to the hustle than Awad was. He was the textbook definition of a hustler… Yet he “was miserable.” He had attained success in business, but his personal life felt empty. He would return home to his wife and four kids feeling drained from the day.

It was from this place of having simultaneously everything and nothing that Awad realized what was really important to him. “I realized I would rather have the freedom and time to do the things I want to do,” he says.

Thus, the “slow hustle” was born. To Awad, it means approaching life with a sense of presence and attunement, slowing down to drink in the moments that really matter. Now, he has the energy to sustain fulfilling businesses and relationships that last a lifetime.

Below, Awad shares how you can master the slow hustle with 3 tips that will power up your business for the long run.

1. Do “batches” of focused work.Don’t keep multiple business related tabs open all day that will constantly draw from your attention. This can make you feel like you are “working all day” when in fact, you are distracted, unfocused, and unengaged. Instead, have one tab open at one time so you can hone in on that task. You might commit to answering as many emails as you can in 25 minutes, for example. You’ll be amazed by how much more productive you are and how much time this frees up for you to do what you really want to be doing.

2. Break down your goal into daily bite-sized chunks. When we set out to achieve a lofty goal, it can seem either overwhelming and obtainable, or manageable in a matter of time–depending on how you look at it. Awad recommends you break down your goal into small steps you feel confident you can accomplish each day so you don’t give up and burn out. With the right strategy, even the biggest feats are attainable. “At 12 years old I figured out what the car would cost and knew how much money I would need to make every single day to get there… and I got there,” Awad says.

3. Establish a clear distinction between “on” and “off.” Drop the mentality that you need to be available for work 100% of the time. This is unsustainable and you will inevitably feel overworked and exhausted. Instead, set up a designated time for work versus play in your life. Be willing to compartmentalize rather than overlap so you can be present to what matters most, when it matters. Awad has created a bracelet with a setting for “slow” and “hustle” to remind him when he is on and off the court. “I wear it on hustle all day long, but before I enter the house, I turn it on slow. It’s my visual cue that I need to leave everything at the door–don’t bring in the struggle of the day. I turn it off to actually be there and hear my kids,” he says.

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March 1, 2018
Could You Be An Influencer? This 22-Year-Old Shows There’s Money In Your Social Media Following

If you’ve got a following on a major platform like Instagram, Facebook, Youtube, Snapchat, or Twitter, chances are it’s worth something.

Companies recognize the value of a loyal following, and are increasingly turning to social media influencers to promote their products. In 2015, social media ad spending exceeded $23 billion worldwide, and is expected to increase, meaning there’s a huge opportunity for social influencers to cash in.

Social media influencers serve as a bridge connecting brands to consumers. They leverage the relationship and trust they have with their followers to recommend products on behalf of brands. Typically, this kind of advertising generates twice the salesof paid advertising, making it the go-to route for brands.

With a following of 15,000 on Facebook, Twitter, or Instagram, you could make $700 for a single sponsored post.

Many influencers have the following brands are after, but they don’t know how to get noticed. Sure enough, digital marketing expert Koby Conrad has a solution.

CEO of the Idaho-based digital marketing agency Boise Digital, Conrad scouts social media influencers to represent a host of different brands — including GrassCity, the world’s largest online headshop. His eye is trained to look for qualities in a social influencer that make them marketable.

I caught up with Conrad about his social media strategy on this week’s episode of Unconventional Life, “Expand Your Income: Your Social Media Following Is Worth More Than You Think.”

Conrad’s marketing genius stems from a combination of luck, wit, and opportunity. The 22-year-old says he has no formal business training besides that of Reddit mentors in the community “r/Entrepreneur.” It was there he learned vital skills like building a Shopify account, met his first business partner, and even attracted an angel investor.

“It was a mixture between hands on experience and doing things, combined with talking to people who are out there in real life doing it themselves, combined with online resources going through threads and reading people’s stories,” Conrad says.

With the Internet as his guide, Conrad launched his first company, Hippies Hope, an online retail store donating a meal to a person in need with every purchase. One day, sales skyrocketed after a popular country singer recommended Hippies Hope to his Facebook audience of 2 million, alerting Conrad to the potential of social media marketing.

Soon, Conrad sold Hippies Hope to create the marketing agency Boise Digital. Today, Boise Digital connects various brands with social media influencers who promote their products. Conrad is constantly on the search for new influencers who will give his brands an edge.

Below, Conrad shares the five things you should do in order to turn your following into a profitable business and make money as an influencer.

1. Quantify your following. The bigger your audience, the easier it is for a brand to say yes — after all, they’re looking for exposure to as many people they can get. A following of 10,000 is typically a sufficient base level to start being profitable. Assess your reach, number of followers, fans, etc. From there, you’ll want to show brands you are a viable business that has potential to scale. Knowing how brands think and assess social media ROI will be an invaluable tool.

2. Experiment with your audience. Brands want to see your content being viewed and interacted with. Are your photos getting likes and comments? Are your videos being watched? Aim to create engaging content that your audience will pay attention to. See what type of content gets the most reaction and keep experimenting to get maximum engagement. This will help when brands ask you about how to align with your most popular content.

3. Target a niche. Keep your content focused around a particular theme or niche. Maybe you post about cycling, or graphic design, or raw foods. Whatever it is you choose, stay committed to the broader topic so your community consists of like-minded individuals. This can easily help brands determine if your audience is right for their product. On the flip side, having a mixed audience can be a turn-off as the response to a particular product is hard to predict.

4. Own your influence. Identify as a social influencer in your branding of yourself. Make it known to followers that you are open for business and available for sponsorships. You might display this on your Instagram bio, your Youtube channel art, or your Facebook cover banner so it becomes a focal point of your profile.

5. Reach out to brands. Contact brands whose products align with your content. Be sure to include important details like how big your following is, where your niche is, and why it will benefit them to work with you. Oftentimes taking the first step is the only thing standing between you and your dream sponsorship. You’ve got to let sponsors know you exist — what better way than to tell them?

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March 1, 2018
Aligning Your Values With Your Work: Creating Social Change Through Entrepreneurism

In a world plagued by climate change, food and water shortages, surging populations, and social injustice, we can no longer afford business as usual.

The damaging business models of the past, which prioritized short-term gains and growth at the expense of sustainability, are coming to an end—and consumers are making sure of it.

A recent study published in Fox Business showed that more than 90% of consumers are likely to switch to brands that support a good cause, and boycott companies that engage in irresponsible business practices.

In today’s Information Age, the veil behind corporate operations has lifted. “Information about a given company’s environmental record and labor practices is readily available—and readily tweeted and retweeted. Companies must pay careful attention to what their customers do and say,” says TIME.

On all fronts, companies are being held accountable to a higher level of social responsibility. So what does this mean for the future of business?

One millennial put it quite simply when she quit her job that didn’t measure up to her standards of integrity: businesses stuck in the past are getting left behind.

Meet Lauren Andrews, CEO of The Foundation, an online program that teaches entrepreneurs how to start a business, even if they have “no idea, no special skills, or limited cash to get started.” Andrews says The Foundation is part of the next generation of businesses that are leading with social change.

I spoke with Andrews about how entrepreneurs can make business a force for good on this week’s episode of Unconventional Life, “Why Starting A Business Is The Fastest Route For Social Change.”

Sometimes, the call to action can arrive in unexpected ways. In 2014, Andrews was on track to get a Ph.D. and in need of new a job after her former one, working second in command at a nonprofit, displayed a lack of alignment with her personal values.

Her search led her to Craigslist, where she found an unusual job posting. “I came across the most sketchy Craigslist ad you’ve ever seen,” Andrews says. “For whatever reason I applied… and within 5 minutes I had Andy’s credit card information and his keys and was hired as his personal assistant.”

Andrews is referring to Andy Drish, a cofounder of The Foundation alongside Dane Maxwell. Maxwell launched The Foundation from his parents’ garage with $123 to his name, with the company four years later generating revenue in the millions.

Little did Andrews know, but the opportunity would actually prove to be her calling to something much, much greater.

In just two years, Andrews plowed through the ranks of personal assistant, human resourcer, event planner, financier… all the way up to CEO. She says she was driven by The Foundation’s commitment to make a difference in the world by empowering people to create meaningful businesses.

“I very quickly saw that what The Foundation was doing and what so many millennial entrepreneur businesses are doing is that they’re creating social change. They’re able to create good in the world. Entrepreneurialism is what I believe to be the most effective and expedited source and venue for social change,” Andrews remarks.

What does it take for a business to become a force for positive change? Below, Andrews shares the best of The Foundation’s principles that you can apply to your business or startup today.

1. Act in community. Assembling a motivated team that shares your company’s values is key. You should be able to trust and depend on the people you work with, not just to build a company but to build each other. “When entrepreneurs come together we’re able to make a huge difference in the world,” Andrews says. Consider organizing team-building events to foster cohesion and community in your workplace.

2. Create a culture of freedom. The best employees don’t need to be micromanaged; they thrive in environments that encourage them to come up with creative solutions and contribute their unique voice. Equally important is the freedom to design a lifestyle around work that inspires employees to put forth their best effort. Andrews says “having the kind of freedom in your life where you have total control and don’t have to go into work for 8 hours to do only 4 hours of work” was key to her commitment to The Foundation’s success.

3. Host events that matter. Making events a signature part of your business is a way to gain massive exposure and stand out from the crowd, all while bringing people together and providing value. Enlist influential people as speakers, facilitate live breakthroughs, and gather at a destination location for a truly unforgettable experience. The Foundation has been hosting live events annually since 2012 that have since grown to be a trademark of the company, attracting hundreds of new and veteran entrepreneurs from around the world. Check out their upcoming event in Las Vegas, “The Foundation Experience,” to see what goes into creating a world-class event.

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March 1, 2018