March 7, 2024 • 26 mins
The definition of winning can be different for every business. For some, it’s high profits, for others, it’s brand building, and for a special type of business, it’s launching the success of a client. Hosts Jannese and Austin detail their experiences with leading clients to accomplish their goals, and how that translates into real rewards in the form of expanding networks, marketing potential, and more revenue. And founder of No Ifs PR, Sydney Holmes, talks about how she built her business around leading others to success. She’ll tell us how the performance of her clients directly feeds into the performance of her own company, how that increases the profitability of her own brand, and how to turn client success into your success.
Learn more about how QuickBooks can help you grow your business:
For a recap from this week’s episode check out: Episode 4 Recap with Sydney Holmes
Or learn more about this topic at this resource: 6 keys to successful client relationship management
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
The views, information, or opinions express during this podcast are
solely those of the individuals involved and do not represent
those of Intout, QuickBooks or any of its cornerstone brands
or employees. This podcast does not constitute financial, legal, or
other professional advice or services. No assurance is given that
the info is comprehensive, accurate, or free of errors, and
the information presented is for general information purposes only. Into
It QuickBooks does not have any responsibility for updating or
(00:22):
revising any information presented. Listeners should verify statements before relying
on them. QuickBooks Money is a standalone into It offering
banking services provided by Green Dot Bank member FDIC. Hey everyone,
I'm Austin Hankwitz and I'm Jennise Torres. Welcome to Mind
the Business Small Business Success Stories, a podcast brought to
(00:44):
you by Intwet, QuickBooks and iHeartRadio's Ruby Studio. In each episode,
Austin and I chat with small business owners as they
share their stories about the ups and downs of owning
a small business. Plus will learn from their experience about
how you can help fortify and strengthen your own business. Austin,
you and I are both very familiar with the rewards
of entrepreneurship. We talk a lot about profitability and creating
(01:07):
brands and recognition, but one thing that ties it all
together and can make or break your business is client success.
I'll never forget one of my earliest clients. She's actually
my sorority sister, and so we've had a long standing relationship,
and she is a DEI consultant, and she was building
that on the side while working in DEI in corporate
(01:29):
And I'll never forget when I got her Instagram DM
in the middle of twenty twenty two saying that she
had doubled her income and she was actually walking away
from her corporate career and taking this full time. And
she told me the origin story of her desire to
do this was she was battling autoimmune diseases. She really
(01:49):
couldn't be in a corporate environment. It just wasn't conducive
to her health. And she also wanted to have more
time with her son, who is special needs. And so
the real life reward of working with somebody and seeing
them take this thing from an idea into an actual
business and watching how it transforms their life like that,
(02:11):
for me, is the most satisfying part of this entire journey.
Speaker 2 (02:15):
Oh my gosh, I couldn't agree more. You know, from
my perspective, I think what's really fun about client success
is starting at zero, right that first meeting, where you say, Okay,
here's where we want to go. Here are the specific
things we need to achieve to get there, and if
we do these things throughout this period of time, we
could end up where we want to go and seeing
(02:36):
it compound on itself. You know, all the small little
things you do to really make sure that they add
up over time, you know, following those key performance indicators
and making sure you're aligned on those moving forward, and
the relationships really important. I think client success is one
of the most to your point rewarding things to reflect
upon as an entrepreneur and solopreneur. So on that note,
(02:56):
let's meet our guest. Sydney Holmes is the definition of
a hustler. After majoring in journalism, she landed a job
working in public relations at a high end real estate firm.
This ignited her career in PR and put her on
the path to become a trusted voice in media relations
(03:18):
and brand building across multiple industries including real estate, fashion,
and technology. In addition, to that she often spent her
nights performing stand up, so it only made sense to
combine her emotional intelligence and humor with her professional experience
and branch out into her own business. She's the founder
of no IFSPR and continues to hone her comedy career
(03:41):
and work as a freelance writer for multiple publications. Welcome
to the show, Sydney.
Speaker 3 (03:47):
Wow, what a nice intro. Thank you so much for
having me. I'm very excited to be here. We're so
excited to have you here. First off, let's start off
with the name of your business. So no ifs PR
is super fun? Did zude's confidence? How did you come
up with that? When I was thinking about going freelance
in general, I was like, what are the things that
(04:07):
are missing from like the pr that have done with
brands like in House. So I was like, well, obviously
your brand should be super clear and concise, no ifs
ands or butts about it, and no ifsands are butts
is a little too long, so we just went with
no ifs. Unfortunately, I mean the URL looks like noifs
instead of no ifs, so it's a little silly. It
was kind of a snap decision that just sort of
(04:29):
made sense in the moment.
Speaker 4 (04:30):
Yeah, that's so funny.
Speaker 1 (04:32):
I didn't even think about, you know, what the implications
would be of that from like social media and URLs
and all that.
Speaker 2 (04:38):
It's funny.
Speaker 3 (04:38):
Yeah.
Speaker 1 (04:39):
All right, So you studied journalism and you got your
start in PR, which are two fields that have some overlap. Right,
So was working in PR on your radar from the
beginning or was it something that you landed on and
then found that you were enjoying it or even you
were good at it.
Speaker 4 (04:54):
Yeah.
Speaker 3 (04:55):
So I majored in journalism at Texas Tech University. And
actually what got me to New York in the first
place was an internship at CBS Radio. So I was
writing music news for CBS and I had three months
there and I just wanted to stay in New York
and so I was like, I need to get in
the door somewhere. And I interviewed at this real estate
(05:15):
company and they were like, we want you for marketing
and ad buying, and I.
Speaker 4 (05:19):
Was like, I don't know how to do that, but
I guess I'm going to figure it out.
Speaker 3 (05:22):
And then they called me back like twenty minutes later
and they were like, just kidding, we want you for.
Speaker 4 (05:25):
PR, and I was like, oh, that's easy, I know
how to do that.
Speaker 3 (05:28):
PR and journalism work very hand in hand and the
best PR, I think, speaks to journalists and sort of
back and forth. So for me, when I started doing PR,
I had no idea what I was doing, but I
was like, I'm actually very good at PR and relationship building,
which is a lot of what PR is. So those
are things that have really come natural to me sort
(05:50):
of throughout my entire life totally.
Speaker 2 (05:52):
So maybe for those people listening right now, can you
educate us as to what the differences between PR and marketing?
Speaker 4 (05:59):
Totally?
Speaker 3 (05:59):
I will say they are very similar and they often
speak to each other when they're done really well. So
there's kind of two buckets of media. There's earned media
and owned media. So owned media is something you pay for,
like an AD or like your social media, right, you
know exactly what it's going to say, you know exactly
when it's going to run, you know exactly the visuals
that are going to be used because you paid for
(06:20):
that media placement or that ad. Where I work is
in earned media, So what that means is I work
directly with reporters to say you're a client and you
have a story that you want to get out. I
pitched the idea of that story to the most relevant reporter.
They accept the story, and then they interview you for
that story. The trade off is you don't pay the
(06:41):
reporter or anything. You don't pay the publication anything, but
you don't have any editorial control either. So my job
is to act sort of as a liaison between you
as my client and the reporter to make sure that
the things that you say are relevant to the brand,
convey you in the most positive light and are really
clear and concise, and move sort of your brand forward.
Speaker 2 (07:01):
That makes a ton of sense. Thanks for walking us
through that.
Speaker 1 (07:04):
Yeah, how long were you working in PR before you
realize you could actually start your own company?
Speaker 3 (07:09):
I was working in house and also at PR agencies
for about six or seven years before I made the leap.
Speaker 1 (07:15):
Okay, now let's talk a little bit about this comedy
career too, because not only do you have, you know,
this overlap of PR and journalism, but now you also
are throwing in a stand up comedy career. How do
you balance all of this and did you find any
surprising overlaps between performing for an audience and like performing
(07:36):
as someone working in pr totally.
Speaker 3 (07:39):
I mean, we're all kind of performing all day long.
But I think with comedy, when I moved to New York,
I had the like stars in my eyes, right, like
the why do you move to New York other than
to like chase a dream?
Speaker 1 (07:50):
Right?
Speaker 3 (07:51):
And so I was doing stand up for a long time,
and I just felt like I was never giving my
like original dream sort of a fair shake, which is
really hard to do the nine to five thing and
then go do open mics at night, and so when
not to bring the mood down. But my dad passed
in twenty nineteen, and I was like, who cares, nothing matters,
(08:12):
Let's go freelance. And that's kind of the motivator. I
was like, let's just like give myself a real shot.
And so if I wouldn't have gone freelance, I wouldn't
have been able to pursue half of the creative stuff
that I've done over the last four years. I mean,
it's been really incredible. It's been like an amazing journey.
I have this one woman show that I've put on
and produced and funded myself, and you know, it's got
(08:35):
like a residency in Manhattan and like things are like
kind of happening and if they weren't when I was,
I know, look, I mean it's no joke, no, it's
It's been great to answer your question about performing on
stage versus performing for people in like a boardroom or
something like that. I think the thing that I have
found has been the most helpful is when you go
(08:57):
on stage and you're performing stand up, that's all you.
Speaker 4 (09:00):
Like, if you get a laugh, that's all yours. If
you bomb, also all you.
Speaker 3 (09:04):
So there's a really nice through line where like, if
I go into a pitch, that's all me. If they
didn't like it, that's also entirely all me. So there's
a lot of autonomy in both. And then additionally, like
you're kind of exposing yourself to people really not liking
your vibe and like continuing to do it anyway. I
(09:27):
think the freedom that comes with comedy is something that
I've always wanted to translate into my regular life. Kind
of that like almost reckless, like abandoned. And I think
entrepreneurship is just like another extension of that.
Speaker 2 (09:40):
For me.
Speaker 1 (09:41):
That's a brilliant take. And I think you know, when
you talk about the fact that you do own all
the results, both positive and negative. I mean, that is entrepreneurship, right,
That's kind of one of the reasons why you have
to develop a little bit of a thick skin, which
I imagine you gotta do the same thing when you're a comedian.
Speaker 4 (09:57):
Totally, it's the exact same thing.
Speaker 2 (10:00):
People when they glamorize the entrepreneurship journey, they're like, Oh,
it's going to be so easy, I'll get clients, I'll
make all this money, it's going to be so fun.
But they forget about is it's actually a strategy. There's
key performance indicators, there's very specific things that go into success.
So do you have a specific strategy for defining what
client success looks like, specifically across different types of industries.
Speaker 4 (10:22):
Yeah.
Speaker 3 (10:22):
So, I think oftentimes clients can get wrapped up in
the amount of times that they're mentioned in the media, right,
And I often try and tell my clients PR is
not going to be at least in my opinion. This
might be a controversial opinion, but PR is often not
a revenue bringer.
Speaker 4 (10:42):
It's a brand builder.
Speaker 3 (10:43):
So when we're looking at PR hits for example, of course,
if we're not in the media I'm not doing my job. However,
I have a rubric that I use for all of
my clients that kind of analyzes how effective a press
placement can be. Right, anybody can get pressed, but the
idea is it takes into account share a voice, which
(11:04):
is huge. Are we just randomly mentioned or are we featured?
Are we in the headline or are we just part
of a wrap up? Is there a link back to
our site? What medium was this? Is this print? Is
it digital? Is it TV? Is it podcasts? And then
the last one that we track is tone. So is
(11:24):
it a negative article, is it a positive article? Is
it inclusive of other folks that we want to be
associated with? Or you know, are we mentioned in something
that maybe not be so favorable. So those are some
things that we track that not only show guess we're
in the media, but how a media placement can be
effective and beneficial for a client.
Speaker 2 (11:44):
That makes a ton of sense. And I'm sure a
lot of time and energy and focus went into building
that rubric, and I'm sure your clients appreciate you walking
them through that. Now, let's talk about the clients who
maybe they've been with you for a little bit, they've
turned the corner here, and they're really trending in the
right direction. How do you maintain those relationships where they
want to continue using you as their p R expert
(12:05):
of choice.
Speaker 3 (12:06):
I have found that people really enjoy working with somebody
who is genuine. I think that that's true across the board.
So I've always known that I'm funny, and i have
never tried to hide the fact that I'm kind of
a silly goose.
Speaker 4 (12:23):
In my meetings.
Speaker 3 (12:24):
All of my clients are pretty well aware of the
kind of personality that I have, and it's always created
relationships that I also want to continue. I think with
going freelance and kind of owning your own business, the
thing that is super impactful is that you can kind
of choose who you want to work with. And if
I've created this relationship with a client where I am
like totally stoic and there's you know, nothing going on
(12:46):
behind the eyes and I'm just like giving you your
KPIs like, that's not really who I am. And so
one thing that I found was really helpful was just
like being super genuine, being open, being kind of vulnerable,
and just saying like, look, you know, I'm not gonna
lie to a client and say, like everything's going great
and then the results don't have anything to show for it.
I will explain to you exactly what's going on and
like why maybe something isn't necessarily going super well, and
(13:10):
like the path forward, right. I think being upfront with
clients and kind of bringing more of yourself than just
like this professional, buttoned up version of yourself is something
that has been sort of my saving grace over the
last four years.
Speaker 2 (13:23):
Of my business.
Speaker 1 (13:24):
Okay, so you mentioned the fact that you, as a solopreneur,
you're super happy with kind of being this one woman show.
But I imagine that as your clients succeed, that gets you
a little more attention and that leads to more clients.
So how do you juggle having multiple clients.
Speaker 3 (13:41):
I have to keep myself super honest with my time.
I use a timetracker to keep myself honest, because I
am the kind of person that will go down the
rabbit hole for like six and a half hours for
like one of my smallest clients. In terms of balancing
all my clients, I think the thing that has been
really helpful to is I have a weekly call with
every single client, and that's always helpful in terms of
(14:04):
like visualizing my workload. So most of it has to
do with kind of balancing my time, and candidly, it's
something that I struggle with very often. I'm not the
kind of person that like schedules my day.
Speaker 1 (14:19):
You're not getting up at four am and running fifteen
miles because that's what everybody on Twitter says you're supposed
to be doing to be successful entrepreneurs.
Speaker 2 (14:26):
And then cold plunge and daily journaling in and a
green juice, green juice.
Speaker 4 (14:32):
If I did that, none of you would ever see
me again.
Speaker 1 (14:36):
It means she's officially lost it. She's gone off the
rails completely.
Speaker 3 (14:39):
I so humanly reject struggle culture, hustle culture, Like there
is definitely a struggle at a hustle to being an entrepreneur.
But I just feel like this narrative around entrepreneurialism that
it's like the hardest thing you'll ever do, and it's like, yeah,
for some people it is, but for some people it's
like it's just an alternative way to work that better
(15:02):
kind of suits your life and your priorities and the
things that you care about. Yeah, So I think that
that impedes a lot of people from joining the fold
and a lot of people who would be.
Speaker 4 (15:11):
Really good at it.
Speaker 1 (15:13):
Coming up after the break.
Speaker 3 (15:15):
If you're not bragging online, you gotta be. And it's
so foreign to me. It feels really gross to do sometimes,
but it doesn't feel gross in my bank account.
Speaker 1 (15:24):
We'll be right back with Mine the Business. Welcome back
to Mind the Business, small business success stories from iHeartMedia's
Ruby Studio and into it quick Books. Now, as a solopreneur,
(15:46):
we know there's a ton of moving parts in our business,
whether that is tracking your client's needs, deadlines, making sure
you're getting paid for the work that you do, and invoicing.
So can you give us some insight into maybe some
systems or processes that you use to maintain and keep
track of everything that's going on when it comes to,
you know, managing multiple clients.
Speaker 3 (16:05):
Yeah, the invoicing thing is really interesting, right because I
have a hard time being like, hey, this invoice is late.
Speaker 4 (16:10):
Where is this?
Speaker 3 (16:11):
So every week I have a calendar reminder to go
into my invoicing platform and make sure that all of
my invoices are on time. I also put a little
clause in my contract that says for every week that
an invoice is late, x percentage will be added to
the invoice, and let me tell you that has been
very effective in getting my invoices on time.
Speaker 1 (16:32):
I think that's one of the reasons why QuickBooks decided
to create QuickBooks Money, because tracking invoices is the bane
of most entrepreneurs existence, right, So that makes it easier
for you to get paid and not have to worry
about the whole point of why you're doing this, which
is getting money in your account.
Speaker 2 (16:49):
I'll also add to you, know what I think this
is really powerful about QuickBooks Money is the different ways
you can collect payment. Right. I've worked with clients sometimes
where they're like, yoh, yeah, we only accept wires. It's like,
I don't want to pay why right? Yeah? Really, quick
books Money you can collect payment anyway you want. I
love that part of the product. So let's talk about
marketing your business finding new clients. Do you use success
(17:10):
stories as a way to market your business? Can you
detail how maybe successful clients might equal success for you
as a PR expert in a budding business.
Speaker 4 (17:20):
Totally?
Speaker 3 (17:20):
Yeah, I'm bragging online all the time, which is really
foreign to me. Both with comedy and also this, I
felt like I couldn't call myself a comedian until it
was the only way that I made money, right. It's
kind of similar to the hustle culture thing where I
felt like I had to clear this bar in order
to be considered like a real creative. And one day
I was like, there's somebody out there who hasn't written
(17:42):
in years calling themselves a writer. So I'm out here
with clients sort of the same thing. I used to
never use LinkedIn, And then once I started my business
and I started posting successful stories, I think like repetition
is really key. If I'm in somebody's feed all the time,
they'll think of me when they're looking for a PR person.
(18:04):
And then also I'm part of a PR slack group.
I worked with a guy like years and years and
years ago who his wife launched a company and he
wanted to reach out to me to do PR for him.
Like the primary way that I reach people most of
the time is through word of mouth, and then the
second would be LinkedIn. But yeah, if you're not bragging online,
what are you doing? You gotta be And it's so
(18:26):
foreign to me. It feels really gross to do sometimes,
but it doesn't feel gross.
Speaker 4 (18:30):
My bank account.
Speaker 1 (18:31):
So you know what, that's the patriarchy talking. By the way,
let's just put that out.
Speaker 4 (18:36):
I'm saying. That's what I'm saying.
Speaker 3 (18:38):
It's like, oh, I don't want to brag about my accomplishments,
and it's like why.
Speaker 2 (18:40):
I did that? You know, let's double click on that,
because totally to brag about an accomplishment, it must also
mean that that client was facing a challenge, right, So
maybe can you walk us through a time that maybe
a client was facing a setback or a challenge that
you helped them navigate and overcome to a success.
Speaker 4 (18:57):
Yeah.
Speaker 3 (18:58):
I have this one client that I loved that I
still work with on a project basis. They're called Netti.
They're a pickleball company based in Cincinnati. And so the
guy that I mentioned who's wife started the company.
Speaker 4 (19:10):
It was Nettie. And my goal was just to like get.
Speaker 3 (19:13):
Them in every consumery like Refinery twenty nine, Bustle, Cosmo, whatever,
like all of those women's interest publications and also television,
and for the first few months just went like absolutely gangbusters.
Speaker 4 (19:27):
We were in everything. We were on the Drew Barrymore Show,
like we were everywhere.
Speaker 3 (19:32):
And now Nettie is available at Dick Sporting Goods, They're
available at sexwith Avenue, And I like to think that
I had like a little bit of something to do
with that, because anytime anyone talked to the CEO of Nettie,
they would always be like, your pr is amazing. You
guys are literally everywhere. And that's one of my prouder
ones because I really loved the CEO. I love working
(19:53):
with her, and she was a solopreneur too, and the
difference between her and me, and the thing that I
kind of admire much more about her than the work
that I do, is that like she had a product.
She was like trying to sell people this product packing
boxes in her house, and I'm selling ideas which like
don't have shipping. So I have just been very impressed
(20:13):
with her, and I like to think that I was
helpful along the way totally.
Speaker 2 (20:17):
What's your favorite creative sort of focus.
Speaker 3 (20:21):
I love creating relationships with reporters, That's probably my favorite.
I love going out to coffee and meeting and like
actually understanding kind of what these people are covering. I
started contributing to a couple different publications at the beginning
of last year, and I started getting pitches and they
(20:42):
were so random and weird and like irrelevant, and it's
not even my full time job. I don't get a
ton of pitches, and those pitches annoy the hell out
of me. And I never want to be that kind
of pr person that's just like pitching you irrelevant nonsense.
So I really enjoy meeting up and understand like what
actually interests them, because these niches that are being carved
(21:03):
out now are so crazy and so specific that I
want to make sure that if I'm pitching you that
it's something that you're not going to be annoyed by
and that I don't get my email blocked. I always
got like most talkative in every class that I had.
Speaker 4 (21:18):
I always thought like, oh, if I.
Speaker 3 (21:19):
Could just like make talking into my job, that I
would be like absolutely set.
Speaker 4 (21:24):
And I kind of have done that.
Speaker 2 (21:25):
So I'm thrilled you've done a great job of it,
for sure.
Speaker 4 (21:29):
Thank you.
Speaker 1 (21:30):
I'm so glad you mentioned the pain of terrible pitches,
because as a podcaster, you know, I love getting pitches
where it's clearly just a copy and paste totally and
the name's not even right. And that's why I think
what you mentioned about forming those relationships and having like
a concrete network is so important, and it's one of
those parts of the entrepreneurial journey that I think a
lot of people don't necessarily know the value of.
Speaker 4 (21:53):
Totally Sydney.
Speaker 1 (21:55):
I know when people listen to this episode, they're going
to be so excited to find out more about you
and how they can work with you. So, for folks
that are interested in working with no ifs pr where
can we find you?
Speaker 3 (22:04):
So no ifs dot co is where you can find me.
That's NIFS dot co. Also, if you want to just
email me, it's Sydney like Australia, syd n e y
at no IFS dot co. I'm very very online, so
please feel free to reach out at any given time.
Speaker 1 (22:20):
I'm available, and we definitely want to support your comedy
career as well. So where can we find out more
about your one woman show and check it out? If
folks are in NYC.
Speaker 4 (22:31):
That is such a nice question, Thank you. Yeah.
Speaker 3 (22:33):
So I wrote a show called The Year my Dad
Died Twice great title, if I do say so myself.
If you're in New York, you can follow me on
Instagram at the Year my Dad Died twice. It has
a residency for the next few months at the Tank,
so you're more than welcome to find tickets there, but
the easiest way is to follow on Instagram and We've
got all the links to all the tickets and I'm
(22:54):
shamelessly promoting over there too, so please please feel free
to come on over and see the show. It's a
delightful way to spend one singular hour. So yeah, it's
pretty quick and it's pretty funny, amazing. I want to
thank you for being here, thank you for sharing all
of your best tips, and for being an inspiration for
folks out here who want to have a multifaceted life
(23:16):
and may use entrepreneurship to get there. I would highly
recommend it. Thank you guys so much for having me.
I really appreciate it.
Speaker 2 (23:22):
Thanks Tonnick.
Speaker 1 (23:26):
Austin. I had such a blast talking to Sydney. For me,
the thing that stood out was what I think is
one of the main reasons why a lot of us
who are on the solopreneurship journey even start this. It's
the ability to define success differently. It's the ability to
set on our own rules, create our own path, and
(23:47):
Sydney is doing stand up comedy and leveraging her skill
set in her career with pr and it just it
really reminds me of why we do what we do,
just having the ability to create this life that doesn't
necessarily follow any rules. But you know, for me, it's
just really inspiring to see folks that have that story.
(24:08):
What about you, Austin, what was your favorite takeaway from
our conversation with Sydney.
Speaker 2 (24:12):
You know, Sidney very much is the definition of a
hustler right how we introduced her. I think there are
two main call outs I want to share that really
resonated with me. The first one being don't be afraid
to brag on yourself, especially if you're always in that
pitching phase if you have to pitch people on a
product or service, like look at your success right, look
at those very big wins, and say, listen, this person
(24:34):
had this specific challenge and we were able to help
them navigate that and overcome it by doing ABC XYZ.
You know she mentioned she has this awesome KPI rubric
she refers back to, I mean, there are so many
things she does right from a continual bragging pitching perspective
there and the other thing what she might have glossed
over too quickly. Was that slack channel? Right, She's got
a community that she's a part of. She's always you know,
(24:56):
networking and talking with other PR professionals and I'm sure
sharing what she's learned, talked about little bit of mentorship. Right.
So I think she's doing everything right and I think
those two things are imperative for solopreneurs listening right now.
Don't be afraid to talk about your biggest wins and
also don't be afraid to lean on your community.
Speaker 1 (25:12):
Yeah, those biggest wins are going to be the thing
that attracts more clients that then brings you more success.
So it definitely feeds into itself. Well, that's it for
today's episode. You can find me on social media at
Jocierto dinto podcast and.
Speaker 2 (25:26):
You can find me at Austin Hankwitz. You can follow
into It QuickBooks on all social media at QuickBooks. To
get the tools you need to start, run and grow
your business, head to QuickBooks dot com today.
Speaker 1 (25:37):
Don't forget to follow this show wherever you listen to
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Speaker 2 (25:43):
We also want to hear from you, so be sure
to leave us a rating and a review.
Speaker 1 (25:48):
See you Next time.
Speaker 2 (25:53):
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Speaker 1 (26:04):
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Speaker 4 (26:07):
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(00:22):
revising any information presented. Listeners should verify statements before relying
on them. QuickBooks Money is a standalone into It offering
banking services provided by Green Dot Bank member FDIC. Hey everyone,
I'm Austin Hankwitz and I'm Jennise Torres. Welcome to Mind
the Business Small Business Success Stories, a podcast brought to
(00:44):
you by Intwet, QuickBooks and iHeartRadio's Ruby Studio. In each episode,
Austin and I chat with small business owners as they
share their stories about the ups and downs of owning
a small business. Plus will learn from their experience about
how you can help fortify and strengthen your own business. Austin,
you and I are both very familiar with the rewards
of entrepreneurship. We talk a lot about profitability and creating
(01:07):
brands and recognition, but one thing that ties it all
together and can make or break your business is client success.
I'll never forget one of my earliest clients. She's actually
my sorority sister, and so we've had a long standing relationship,
and she is a DEI consultant, and she was building
that on the side while working in DEI in corporate
(01:29):
And I'll never forget when I got her Instagram DM
in the middle of twenty twenty two saying that she
had doubled her income and she was actually walking away
from her corporate career and taking this full time. And
she told me the origin story of her desire to
do this was she was battling autoimmune diseases. She really
(01:49):
couldn't be in a corporate environment. It just wasn't conducive
to her health. And she also wanted to have more
time with her son, who is special needs. And so
the real life reward of working with somebody and seeing
them take this thing from an idea into an actual
business and watching how it transforms their life like that,
(02:11):
for me, is the most satisfying part of this entire journey.
Speaker 2 (02:15):
Oh my gosh, I couldn't agree more. You know, from
my perspective, I think what's really fun about client success
is starting at zero, right that first meeting, where you say, Okay,
here's where we want to go. Here are the specific
things we need to achieve to get there, and if
we do these things throughout this period of time, we
could end up where we want to go and seeing
(02:36):
it compound on itself. You know, all the small little
things you do to really make sure that they add
up over time, you know, following those key performance indicators
and making sure you're aligned on those moving forward, and
the relationships really important. I think client success is one
of the most to your point rewarding things to reflect
upon as an entrepreneur and solopreneur. So on that note,
(02:56):
let's meet our guest. Sydney Holmes is the definition of
a hustler. After majoring in journalism, she landed a job
working in public relations at a high end real estate firm.
This ignited her career in PR and put her on
the path to become a trusted voice in media relations
(03:18):
and brand building across multiple industries including real estate, fashion,
and technology. In addition, to that she often spent her
nights performing stand up, so it only made sense to
combine her emotional intelligence and humor with her professional experience
and branch out into her own business. She's the founder
of no IFSPR and continues to hone her comedy career
(03:41):
and work as a freelance writer for multiple publications. Welcome
to the show, Sydney.
Speaker 3 (03:47):
Wow, what a nice intro. Thank you so much for
having me. I'm very excited to be here. We're so
excited to have you here. First off, let's start off
with the name of your business. So no ifs PR
is super fun? Did zude's confidence? How did you come
up with that? When I was thinking about going freelance
in general, I was like, what are the things that
(04:07):
are missing from like the pr that have done with
brands like in House. So I was like, well, obviously
your brand should be super clear and concise, no ifs
ands or butts about it, and no ifsands are butts
is a little too long, so we just went with
no ifs. Unfortunately, I mean the URL looks like noifs
instead of no ifs, so it's a little silly. It
was kind of a snap decision that just sort of
(04:29):
made sense in the moment.
Speaker 4 (04:30):
Yeah, that's so funny.
Speaker 1 (04:32):
I didn't even think about, you know, what the implications
would be of that from like social media and URLs
and all that.
Speaker 2 (04:38):
It's funny.
Speaker 3 (04:38):
Yeah.
Speaker 1 (04:39):
All right, So you studied journalism and you got your
start in PR, which are two fields that have some overlap. Right,
So was working in PR on your radar from the
beginning or was it something that you landed on and
then found that you were enjoying it or even you
were good at it.
Speaker 4 (04:54):
Yeah.
Speaker 3 (04:55):
So I majored in journalism at Texas Tech University. And
actually what got me to New York in the first
place was an internship at CBS Radio. So I was
writing music news for CBS and I had three months
there and I just wanted to stay in New York
and so I was like, I need to get in
the door somewhere. And I interviewed at this real estate
(05:15):
company and they were like, we want you for marketing
and ad buying, and I.
Speaker 4 (05:19):
Was like, I don't know how to do that, but
I guess I'm going to figure it out.
Speaker 3 (05:22):
And then they called me back like twenty minutes later
and they were like, just kidding, we want you for.
Speaker 4 (05:25):
PR, and I was like, oh, that's easy, I know
how to do that.
Speaker 3 (05:28):
PR and journalism work very hand in hand and the
best PR, I think, speaks to journalists and sort of
back and forth. So for me, when I started doing PR,
I had no idea what I was doing, but I
was like, I'm actually very good at PR and relationship building,
which is a lot of what PR is. So those
are things that have really come natural to me sort
(05:50):
of throughout my entire life totally.
Speaker 2 (05:52):
So maybe for those people listening right now, can you
educate us as to what the differences between PR and marketing?
Speaker 4 (05:59):
Totally?
Speaker 3 (05:59):
I will say they are very similar and they often
speak to each other when they're done really well. So
there's kind of two buckets of media. There's earned media
and owned media. So owned media is something you pay for,
like an AD or like your social media, right, you
know exactly what it's going to say, you know exactly
when it's going to run, you know exactly the visuals
that are going to be used because you paid for
(06:20):
that media placement or that ad. Where I work is
in earned media, So what that means is I work
directly with reporters to say you're a client and you
have a story that you want to get out. I
pitched the idea of that story to the most relevant reporter.
They accept the story, and then they interview you for
that story. The trade off is you don't pay the
(06:41):
reporter or anything. You don't pay the publication anything, but
you don't have any editorial control either. So my job
is to act sort of as a liaison between you
as my client and the reporter to make sure that
the things that you say are relevant to the brand,
convey you in the most positive light and are really
clear and concise, and move sort of your brand forward.
Speaker 2 (07:01):
That makes a ton of sense. Thanks for walking us
through that.
Speaker 1 (07:04):
Yeah, how long were you working in PR before you
realize you could actually start your own company?
Speaker 3 (07:09):
I was working in house and also at PR agencies
for about six or seven years before I made the leap.
Speaker 1 (07:15):
Okay, now let's talk a little bit about this comedy
career too, because not only do you have, you know,
this overlap of PR and journalism, but now you also
are throwing in a stand up comedy career. How do
you balance all of this and did you find any
surprising overlaps between performing for an audience and like performing
(07:36):
as someone working in pr totally.
Speaker 3 (07:39):
I mean, we're all kind of performing all day long.
But I think with comedy, when I moved to New York,
I had the like stars in my eyes, right, like
the why do you move to New York other than
to like chase a dream?
Speaker 1 (07:50):
Right?
Speaker 3 (07:51):
And so I was doing stand up for a long time,
and I just felt like I was never giving my
like original dream sort of a fair shake, which is
really hard to do the nine to five thing and
then go do open mics at night, and so when
not to bring the mood down. But my dad passed
in twenty nineteen, and I was like, who cares, nothing matters,
(08:12):
Let's go freelance. And that's kind of the motivator. I
was like, let's just like give myself a real shot.
And so if I wouldn't have gone freelance, I wouldn't
have been able to pursue half of the creative stuff
that I've done over the last four years. I mean,
it's been really incredible. It's been like an amazing journey.
I have this one woman show that I've put on
and produced and funded myself, and you know, it's got
(08:35):
like a residency in Manhattan and like things are like
kind of happening and if they weren't when I was,
I know, look, I mean it's no joke, no, it's
It's been great to answer your question about performing on
stage versus performing for people in like a boardroom or
something like that. I think the thing that I have
found has been the most helpful is when you go
(08:57):
on stage and you're performing stand up, that's all you.
Speaker 4 (09:00):
Like, if you get a laugh, that's all yours. If
you bomb, also all you.
Speaker 3 (09:04):
So there's a really nice through line where like, if
I go into a pitch, that's all me. If they
didn't like it, that's also entirely all me. So there's
a lot of autonomy in both. And then additionally, like
you're kind of exposing yourself to people really not liking
your vibe and like continuing to do it anyway. I
(09:27):
think the freedom that comes with comedy is something that
I've always wanted to translate into my regular life. Kind
of that like almost reckless, like abandoned. And I think
entrepreneurship is just like another extension of that.
Speaker 2 (09:40):
For me.
Speaker 1 (09:41):
That's a brilliant take. And I think you know, when
you talk about the fact that you do own all
the results, both positive and negative. I mean, that is entrepreneurship, right,
That's kind of one of the reasons why you have
to develop a little bit of a thick skin, which
I imagine you gotta do the same thing when you're a comedian.
Speaker 4 (09:57):
Totally, it's the exact same thing.
Speaker 2 (10:00):
People when they glamorize the entrepreneurship journey, they're like, Oh,
it's going to be so easy, I'll get clients, I'll
make all this money, it's going to be so fun.
But they forget about is it's actually a strategy. There's
key performance indicators, there's very specific things that go into success.
So do you have a specific strategy for defining what
client success looks like, specifically across different types of industries.
Speaker 4 (10:22):
Yeah.
Speaker 3 (10:22):
So, I think oftentimes clients can get wrapped up in
the amount of times that they're mentioned in the media, right,
And I often try and tell my clients PR is
not going to be at least in my opinion. This
might be a controversial opinion, but PR is often not
a revenue bringer.
Speaker 4 (10:42):
It's a brand builder.
Speaker 3 (10:43):
So when we're looking at PR hits for example, of course,
if we're not in the media I'm not doing my job. However,
I have a rubric that I use for all of
my clients that kind of analyzes how effective a press
placement can be. Right, anybody can get pressed, but the
idea is it takes into account share a voice, which
(11:04):
is huge. Are we just randomly mentioned or are we featured?
Are we in the headline or are we just part
of a wrap up? Is there a link back to
our site? What medium was this? Is this print? Is
it digital? Is it TV? Is it podcasts? And then
the last one that we track is tone. So is
(11:24):
it a negative article, is it a positive article? Is
it inclusive of other folks that we want to be
associated with? Or you know, are we mentioned in something
that maybe not be so favorable. So those are some
things that we track that not only show guess we're
in the media, but how a media placement can be
effective and beneficial for a client.
Speaker 2 (11:44):
That makes a ton of sense. And I'm sure a
lot of time and energy and focus went into building
that rubric, and I'm sure your clients appreciate you walking
them through that. Now, let's talk about the clients who
maybe they've been with you for a little bit, they've
turned the corner here, and they're really trending in the
right direction. How do you maintain those relationships where they
want to continue using you as their p R expert
(12:05):
of choice.
Speaker 3 (12:06):
I have found that people really enjoy working with somebody
who is genuine. I think that that's true across the board.
So I've always known that I'm funny, and i have
never tried to hide the fact that I'm kind of
a silly goose.
Speaker 4 (12:23):
In my meetings.
Speaker 3 (12:24):
All of my clients are pretty well aware of the
kind of personality that I have, and it's always created
relationships that I also want to continue. I think with
going freelance and kind of owning your own business, the
thing that is super impactful is that you can kind
of choose who you want to work with. And if
I've created this relationship with a client where I am
like totally stoic and there's you know, nothing going on
(12:46):
behind the eyes and I'm just like giving you your
KPIs like, that's not really who I am. And so
one thing that I found was really helpful was just
like being super genuine, being open, being kind of vulnerable,
and just saying like, look, you know, I'm not gonna
lie to a client and say, like everything's going great
and then the results don't have anything to show for it.
I will explain to you exactly what's going on and
like why maybe something isn't necessarily going super well, and
(13:10):
like the path forward, right. I think being upfront with
clients and kind of bringing more of yourself than just
like this professional, buttoned up version of yourself is something
that has been sort of my saving grace over the
last four years.
Speaker 2 (13:23):
Of my business.
Speaker 1 (13:24):
Okay, so you mentioned the fact that you, as a solopreneur,
you're super happy with kind of being this one woman show.
But I imagine that as your clients succeed, that gets you
a little more attention and that leads to more clients.
So how do you juggle having multiple clients.
Speaker 3 (13:41):
I have to keep myself super honest with my time.
I use a timetracker to keep myself honest, because I
am the kind of person that will go down the
rabbit hole for like six and a half hours for
like one of my smallest clients. In terms of balancing
all my clients, I think the thing that has been
really helpful to is I have a weekly call with
every single client, and that's always helpful in terms of
(14:04):
like visualizing my workload. So most of it has to
do with kind of balancing my time, and candidly, it's
something that I struggle with very often. I'm not the
kind of person that like schedules my day.
Speaker 1 (14:19):
You're not getting up at four am and running fifteen
miles because that's what everybody on Twitter says you're supposed
to be doing to be successful entrepreneurs.
Speaker 2 (14:26):
And then cold plunge and daily journaling in and a
green juice, green juice.
Speaker 4 (14:32):
If I did that, none of you would ever see
me again.
Speaker 1 (14:36):
It means she's officially lost it. She's gone off the
rails completely.
Speaker 3 (14:39):
I so humanly reject struggle culture, hustle culture, Like there
is definitely a struggle at a hustle to being an entrepreneur.
But I just feel like this narrative around entrepreneurialism that
it's like the hardest thing you'll ever do, and it's like, yeah,
for some people it is, but for some people it's
like it's just an alternative way to work that better
(15:02):
kind of suits your life and your priorities and the
things that you care about. Yeah, So I think that
that impedes a lot of people from joining the fold
and a lot of people who would be.
Speaker 4 (15:11):
Really good at it.
Speaker 1 (15:13):
Coming up after the break.
Speaker 3 (15:15):
If you're not bragging online, you gotta be. And it's
so foreign to me. It feels really gross to do sometimes,
but it doesn't feel gross in my bank account.
Speaker 1 (15:24):
We'll be right back with Mine the Business. Welcome back
to Mind the Business, small business success stories from iHeartMedia's
Ruby Studio and into it quick Books. Now, as a solopreneur,
(15:46):
we know there's a ton of moving parts in our business,
whether that is tracking your client's needs, deadlines, making sure
you're getting paid for the work that you do, and invoicing.
So can you give us some insight into maybe some
systems or processes that you use to maintain and keep
track of everything that's going on when it comes to,
you know, managing multiple clients.
Speaker 3 (16:05):
Yeah, the invoicing thing is really interesting, right because I
have a hard time being like, hey, this invoice is late.
Speaker 4 (16:10):
Where is this?
Speaker 3 (16:11):
So every week I have a calendar reminder to go
into my invoicing platform and make sure that all of
my invoices are on time. I also put a little
clause in my contract that says for every week that
an invoice is late, x percentage will be added to
the invoice, and let me tell you that has been
very effective in getting my invoices on time.
Speaker 1 (16:32):
I think that's one of the reasons why QuickBooks decided
to create QuickBooks Money, because tracking invoices is the bane
of most entrepreneurs existence, right, So that makes it easier
for you to get paid and not have to worry
about the whole point of why you're doing this, which
is getting money in your account.
Speaker 2 (16:49):
I'll also add to you, know what I think this
is really powerful about QuickBooks Money is the different ways
you can collect payment. Right. I've worked with clients sometimes
where they're like, yoh, yeah, we only accept wires. It's like,
I don't want to pay why right? Yeah? Really, quick
books Money you can collect payment anyway you want. I
love that part of the product. So let's talk about
marketing your business finding new clients. Do you use success
(17:10):
stories as a way to market your business? Can you
detail how maybe successful clients might equal success for you
as a PR expert in a budding business.
Speaker 4 (17:20):
Totally?
Speaker 3 (17:20):
Yeah, I'm bragging online all the time, which is really
foreign to me. Both with comedy and also this, I
felt like I couldn't call myself a comedian until it
was the only way that I made money, right. It's
kind of similar to the hustle culture thing where I
felt like I had to clear this bar in order
to be considered like a real creative. And one day
I was like, there's somebody out there who hasn't written
(17:42):
in years calling themselves a writer. So I'm out here
with clients sort of the same thing. I used to
never use LinkedIn, And then once I started my business
and I started posting successful stories, I think like repetition
is really key. If I'm in somebody's feed all the time,
they'll think of me when they're looking for a PR person.
(18:04):
And then also I'm part of a PR slack group.
I worked with a guy like years and years and
years ago who his wife launched a company and he
wanted to reach out to me to do PR for him.
Like the primary way that I reach people most of
the time is through word of mouth, and then the
second would be LinkedIn. But yeah, if you're not bragging online,
what are you doing? You gotta be And it's so
(18:26):
foreign to me. It feels really gross to do sometimes,
but it doesn't feel gross.
Speaker 4 (18:30):
My bank account.
Speaker 1 (18:31):
So you know what, that's the patriarchy talking. By the way,
let's just put that out.
Speaker 4 (18:36):
I'm saying. That's what I'm saying.
Speaker 3 (18:38):
It's like, oh, I don't want to brag about my accomplishments,
and it's like why.
Speaker 2 (18:40):
I did that? You know, let's double click on that,
because totally to brag about an accomplishment, it must also
mean that that client was facing a challenge, right, So
maybe can you walk us through a time that maybe
a client was facing a setback or a challenge that
you helped them navigate and overcome to a success.
Speaker 4 (18:57):
Yeah.
Speaker 3 (18:58):
I have this one client that I loved that I
still work with on a project basis. They're called Netti.
They're a pickleball company based in Cincinnati. And so the
guy that I mentioned who's wife started the company.
Speaker 4 (19:10):
It was Nettie. And my goal was just to like get.
Speaker 3 (19:13):
Them in every consumery like Refinery twenty nine, Bustle, Cosmo, whatever,
like all of those women's interest publications and also television,
and for the first few months just went like absolutely gangbusters.
Speaker 4 (19:27):
We were in everything. We were on the Drew Barrymore Show,
like we were everywhere.
Speaker 3 (19:32):
And now Nettie is available at Dick Sporting Goods, They're
available at sexwith Avenue, And I like to think that
I had like a little bit of something to do
with that, because anytime anyone talked to the CEO of Nettie,
they would always be like, your pr is amazing. You
guys are literally everywhere. And that's one of my prouder
ones because I really loved the CEO. I love working
(19:53):
with her, and she was a solopreneur too, and the
difference between her and me, and the thing that I
kind of admire much more about her than the work
that I do, is that like she had a product.
She was like trying to sell people this product packing
boxes in her house, and I'm selling ideas which like
don't have shipping. So I have just been very impressed
(20:13):
with her, and I like to think that I was
helpful along the way totally.
Speaker 2 (20:17):
What's your favorite creative sort of focus.
Speaker 3 (20:21):
I love creating relationships with reporters, That's probably my favorite.
I love going out to coffee and meeting and like
actually understanding kind of what these people are covering. I
started contributing to a couple different publications at the beginning
of last year, and I started getting pitches and they
(20:42):
were so random and weird and like irrelevant, and it's
not even my full time job. I don't get a
ton of pitches, and those pitches annoy the hell out
of me. And I never want to be that kind
of pr person that's just like pitching you irrelevant nonsense.
So I really enjoy meeting up and understand like what
actually interests them, because these niches that are being carved
(21:03):
out now are so crazy and so specific that I
want to make sure that if I'm pitching you that
it's something that you're not going to be annoyed by
and that I don't get my email blocked. I always
got like most talkative in every class that I had.
Speaker 4 (21:18):
I always thought like, oh, if I.
Speaker 3 (21:19):
Could just like make talking into my job, that I
would be like absolutely set.
Speaker 4 (21:24):
And I kind of have done that.
Speaker 2 (21:25):
So I'm thrilled you've done a great job of it,
for sure.
Speaker 4 (21:29):
Thank you.
Speaker 1 (21:30):
I'm so glad you mentioned the pain of terrible pitches,
because as a podcaster, you know, I love getting pitches
where it's clearly just a copy and paste totally and
the name's not even right. And that's why I think
what you mentioned about forming those relationships and having like
a concrete network is so important, and it's one of
those parts of the entrepreneurial journey that I think a
lot of people don't necessarily know the value of.
Speaker 4 (21:53):
Totally Sydney.
Speaker 1 (21:55):
I know when people listen to this episode, they're going
to be so excited to find out more about you
and how they can work with you. So, for folks
that are interested in working with no ifs pr where
can we find you?
Speaker 3 (22:04):
So no ifs dot co is where you can find me.
That's NIFS dot co. Also, if you want to just
email me, it's Sydney like Australia, syd n e y
at no IFS dot co. I'm very very online, so
please feel free to reach out at any given time.
Speaker 1 (22:20):
I'm available, and we definitely want to support your comedy
career as well. So where can we find out more
about your one woman show and check it out? If
folks are in NYC.
Speaker 4 (22:31):
That is such a nice question, Thank you. Yeah.
Speaker 3 (22:33):
So I wrote a show called The Year my Dad
Died Twice great title, if I do say so myself.
If you're in New York, you can follow me on
Instagram at the Year my Dad Died twice. It has
a residency for the next few months at the Tank,
so you're more than welcome to find tickets there, but
the easiest way is to follow on Instagram and We've
got all the links to all the tickets and I'm
(22:54):
shamelessly promoting over there too, so please please feel free
to come on over and see the show. It's a
delightful way to spend one singular hour. So yeah, it's
pretty quick and it's pretty funny, amazing. I want to
thank you for being here, thank you for sharing all
of your best tips, and for being an inspiration for
folks out here who want to have a multifaceted life
(23:16):
and may use entrepreneurship to get there. I would highly
recommend it. Thank you guys so much for having me.
I really appreciate it.
Speaker 2 (23:22):
Thanks Tonnick.
Speaker 1 (23:26):
Austin. I had such a blast talking to Sydney. For me,
the thing that stood out was what I think is
one of the main reasons why a lot of us
who are on the solopreneurship journey even start this. It's
the ability to define success differently. It's the ability to
set on our own rules, create our own path, and
(23:47):
Sydney is doing stand up comedy and leveraging her skill
set in her career with pr and it just it
really reminds me of why we do what we do,
just having the ability to create this life that doesn't
necessarily follow any rules. But you know, for me, it's
just really inspiring to see folks that have that story.
(24:08):
What about you, Austin, what was your favorite takeaway from
our conversation with Sydney.
Speaker 2 (24:12):
You know, Sidney very much is the definition of a
hustler right how we introduced her. I think there are
two main call outs I want to share that really
resonated with me. The first one being don't be afraid
to brag on yourself, especially if you're always in that
pitching phase if you have to pitch people on a
product or service, like look at your success right, look
at those very big wins, and say, listen, this person
(24:34):
had this specific challenge and we were able to help
them navigate that and overcome it by doing ABC XYZ.
You know she mentioned she has this awesome KPI rubric
she refers back to, I mean, there are so many
things she does right from a continual bragging pitching perspective
there and the other thing what she might have glossed
over too quickly. Was that slack channel? Right, She's got
a community that she's a part of. She's always you know,
(24:56):
networking and talking with other PR professionals and I'm sure
sharing what she's learned, talked about little bit of mentorship. Right.
So I think she's doing everything right and I think
those two things are imperative for solopreneurs listening right now.
Don't be afraid to talk about your biggest wins and
also don't be afraid to lean on your community.
Speaker 1 (25:12):
Yeah, those biggest wins are going to be the thing
that attracts more clients that then brings you more success.
So it definitely feeds into itself. Well, that's it for
today's episode. You can find me on social media at
Jocierto dinto podcast and.
Speaker 2 (25:26):
You can find me at Austin Hankwitz. You can follow
into It QuickBooks on all social media at QuickBooks. To
get the tools you need to start, run and grow
your business, head to QuickBooks dot com today.
Speaker 1 (25:37):
Don't forget to follow this show wherever you listen to
podcasts so you can stay up to date on future episodes.
Speaker 2 (25:43):
We also want to hear from you, so be sure
to leave us a rating and a review.
Speaker 1 (25:48):
See you Next time.
Speaker 2 (25:53):
This podcast is a production of iHeartRadio and Into It QuickBooks.
Our executive producer is Mali Sosha, Our supervisor producer is
Nikkia Swinton, and our writer is Eric Lijah.
Speaker 1 (26:04):
Our Head of post production is James Foster.
Speaker 4 (26:07):
QuickBooks.
Speaker 1 (26:08):
Money is a standalone Into It offering banking services provided
by Green Dot Bank member FDIC only funds and envelopes
earned annual percentage yield APY can change at any time.
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Financial Services.
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