August 28, 2025 • 23 mins
Welcome to Spark & Ignite Your Marketing, the podcast where real conversations meet real strategies. I'm your host, Beverly Cornell, founder and fairy godmother of brand clarity at Wickedly Branded. With over 25 years of experience, I’ve helped hundreds of entrepreneurs awaken their brand magic, attract the right people, and build businesses that light them up.
What does confidence look like when your brand was built without sight? In this powerful continuation, Debra Erickson, founder of The Blind Kitchen, opens up about what it really means to show up, be seen, and serve a niche with heart. From battling generational beliefs about self-promotion to learning how to repurpose podcast content into scroll-stopping video snippets, Debra shares the behind-the-scenes of building authority without burning out. You’ll also hear a deeply personal (and humorous) conversation about marketing to aging loved ones, the emotional nuance of accessibility, and why affirming content creators matters more than you think. If you’ve ever hesitated to hit “record” or struggled to talk about what you do, this episode is your permission slip to lean into imperfect visibility, with courage and clarity.
Three Key Marketing Topics Discussed:
- Confidence Through Repetition, Not Perfection: Debra reminds us that confidence isn’t about being fearless; it’s about showing up anyway. Through trying, failing, and evolving, we grow into visibility that feels authentic.
- Repurposing Podcast Content for Maximum Impact: Debra shares how her team breaks down longer podcast interviews into short, engaging snippets that feel fresh and relevant. This strategy not only increases reach but keeps the brand’s message evolving with each conversation. Learn more about how to Simplify Your Marketing Strategy!
- Marketing Beyond the Obvious Audience: While her niche is people with vision loss, Debra highlights the importance of reaching “hidden” audiences, like aging adults who don’t identify as visually impaired but benefit from accessibility tools. It’s a powerful reminder to market with empathy and expansion in mind.
Follow Debra:
Debra Erickson | LinkedIn
The Blind Kitchen | Facebook
The Blind Kitchen | Instagram
The Blind Kitchen | Website
P.S. Take the first step (will only take you 3 minutes) to awaken your brand magic with our personalized Brand Clarity Quiz
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hello.
(00:00):
Before we dive into part two ofthis episode, I gotta ask, did
you catch part one?
If not, hit pause real quick.
You'll wanna start from thebeginning to get the full
effect.
The link to part one is rightdown in the description below.
Go ahead, catch up, and we'll beright here waiting for you.
Ready to dive into part two whenyou're all set.
It's worth it, I promise.
Beverly (00:19):
this season's all about confidence, right?
So as a business owner you haveto have confidence and courage
and be visible and all thethings.
What do you think thatconfidence looks like for a
business owner?
And can you share a moment whenyou realized you were truly
showing up with it?
Debra (00:33):
Confidence is a funny thing.
It's a good thing to not havecomplete confidence because then
you're challenged and you haveexcitement and enthusiasm about
it.
Too much confidence can beboring.
every time I do something new,my confident is always gonna be
low.
But then the more I do it, themore I fail.
The more I problem solve, thebetter I'm going to get at it
(00:55):
and the more confident I.
Gonna feel when I end up facingthat challenge again, but I'm
not sure, a lack of confidenceis always a horrible thing.
I think it can just mean you'reshowing up to a challenge and it
makes you be creative andproblem solve and challenge
yourself.
To still be able to stand talland look like you're confident
even if you're really not.
(01:17):
I think confidence comes withpractice and with repetition and
it's a good thing.
Beverly (01:22):
Yeah, I say confidence is built.
It's not something you justhave, you have to do it over and
over again.
Step out of your zone ofcomfort.
Try things, fail, make mistakes,learn.
That's the one thing I couldteach my son.
He's 10.
Is.
Just keep making mistakesbecause that's what's gonna help
you feel confident in yourintuition.
Again, like going back to thatintuition, you'll just know
(01:44):
because you trust yourself tomake those kinds of decisions
and leaps..
is such an interesting thing.
I talk about unicorn likeconfidence'cause my whole brand
is pink and purple and blue andyou can't see this, but I,
behind me I have a fluorescentlight that says Wickedly branded
with shining pink and purplebehind me.
And we talk about unicorn likeconfidence because unicorns,
(02:05):
they don't brag or have ego.
They just know how special theyare and they shine in their
specialness.
They glow in that specialness.
And I think just being you.
That's what makes you specialand glowing and being visible in
that is where confidence canreally flourish.
(02:25):
So I know that you're passionateabout podcasts and video
snippets as a marketingstrategy.
So what has been the mosteffective social media or
marketing thing that's workedfor you in the Blend Kitchen?
Debra (02:36):
Boy, that has just been such a learning experience
because we started out withthese long video tutorials,
which are necessary for thetools.
If you're thinking about buyinga tool, you wanna know what the
tool is, why it's blindfriendly, and how to use and
care for it.
And that can be long andrepetitive.
I had no idea what I was gettinginto, but what we have found is
(02:57):
that people have short attentionspans.
If I'm just trying to getpeople's information in general,
they're gonna whip by the videosthat short interesting blurbs
are part of it.
And I love, like you love your,unicorn and sparkles and the
colors of your brand.
I love our cupcakes that jump inand out of the braille cells and
form the braille, others, TB, K,but that gets old for people
(03:19):
after a while.
So what we found is that whenthis video comes, gets
published, and that will playyour introduction.
And then we'll pull out just asnippet of something that we
thought was interesting andunique to my and Your
conversation.
Because I often answer a lot ofthe same questions, but there's
always something new in anypodcast that you do.
(03:39):
And so then we'll just play like30 seconds of that.
And then close with yourclosing.
And people really respond tothat because it's new content,
it's new information.
It means they're not gonna seethe same old thing over again.
So that's something that we'velearned on the way.
Beverly (03:54):
Yeah, you gotta try it, test it.
You gotta see what works, whatdoesn't work.
And I think when you're tryingto build authority or just
knowledge in general about whatyou do, having the podcast
snippets are so incrediblypowerful.
That's how you talk to a realperson.
That's not something forced andfaked and like some polished
speech.
You talk at people.
(04:14):
This is a real genuineconversation with genuine people
having a general connection.
So that seems so much moreauthentic to me and I love that.
That's like my favorite thingfor sure.
And people respond to it.
Yeah, people respond to it.
Yeah.
What do you think is the hardestpart about marketing?
Debra (04:29):
So, with the Blind Kitchen, I've got a niche
business.
It's people with Visionless andthere's a finite number and I've
done pretty darn good, I thinkmy team at getting known in that
population.
But there's a lot of people outthere that don't identify as
blind or visually impaired.
And that might be somebody likeyour grandpa or, grandma can't
see as well, she used to dowhatever.
(04:50):
But nobody would dare call hervisually impaired or blind.
She wears glasses and stuff likethat but they are people that
could benefit from what theblind kitchen has to offer just
to make their lives easier.
Yeah.
So that has been challenging toreach those people that I.
Truly know could benefit fromthe tools.
And it's not just the tools,it's the strategies In the blind
(05:12):
kitchen.
There's a lot of things that canmake your life easier, that it's
just knowledge.
And that's available on thewebsite, in the Blind Kitchen
library.
So that's been part of thereason that I'm so appreciative
that you invited me onto yourpodcast because mostly your.
Audience, I'm guessing, does notidentify as blind or visually
impaired.
I perhaps some do.
(05:32):
You have woman entrepreneursthat is your main focus.
But almost everybody knowssomebody who might be struggling
a little bit with trying to seein the kitchen.
And that has been a bigchallenge, is how to reach that
other group that don't have thelabel that make it easy to tag
and identify.
Beverly (05:49):
It's interesting because my mom just turned 72,
she'll be 73 this November, andI saw that she was struggling
opening cans and she loves tocook.
That's where I got my love ofcooking is from her, and I saw
her kind of struggling, openingcans and some other things, so I
gave her like a whole cookingkit for like accessibility, a
can opener that's automatic andsome other things.
And she looked at me because,will you try to say, I'm old?
(06:11):
No mom, I'm really trying tohelp you.
Like I just want it to be easierfor you.
But she like got offendedactually.
I was like, I know yourindependence is so important,
but if there's things that makeit easier, why would you not use
it?
Something that makes it easierfor you.
I don't understand.
Debra (06:23):
You hit the nail on the head, people don't wanna be
identified as getting older.
Yeah.
And vision loss can be part ofgetting older.
Beverly (06:30):
And then my father-in-law has some diabetes
and some retina issues as well.
Some bleeding on the eyes andthings like that.
And he used to be the primarycook for the family of seven
kids, so he was always feedingeverybody.
And I know he struggled a littlebit, but his vision's a little
bit better now.
But yeah, we all know somebodywho's struggling just a little
bit, but you want the gift to betaken, not as a insult in some
way, shape or form.
(06:50):
Not with Hey, you're old.
That was not my intention.
Mom, I just know you'd love tocook and if it makes it easier
for you, please use these tools.
That's the way it should be.
But I think as we get a littlebit older, we want our
independence and don't wantanyone to tell us that we're old
She just had hip surgery too,and she was a bit of a hippie.
She was born in 1952, so whenshe became of age 18, she was
like at the hippie age so I gaveher like a whole hippie kit
(07:11):
where I had like a boho bag,that was like from the
seventies.
And I put like a device to helpher get out of her car and a
thing to help her put her sockson.
And she's you and these oldpeople gifts.
And I was like, I had hipsurgery a while ago too.
You're gonna need these things.
And I was 40 when I had hipsurgery, so don't tell me.
That was for me being old, shewas like, okay., I know how hard
(07:32):
it is.
For those of you that arelistening to have some limited
impairment of some sort, whetherit's arthritis or vision or
hearing.
My husband could use a hearingaid.
He heard that.
Yeah.
He's been in the military, so heis been around a lot of
explosive devices and loudsounds and the gun range, things
like that.
He's 51, but I still think heneeds help a little bit with
that.
So I feel like that is a veryhard thing and I think as.
(07:54):
A person who is aging like I amin that process too.
I hope I'm a little bit moregraceful about that and I will
accept the tools and theaccessibility.
I'll take it, I'll take it.
Before we go any further, ifyou've been enjoying this
conversation with Debra, if thisconversation has inspired you in
some way, I would love for youto hit the subscribe button, the
follow button, leave us areview, let us know exactly what
(08:15):
you're loving about it and whatis helping you maybe see
differently, no pun intended inyour work and in your business.
So I do have a magic hat, and itis purple and it is sequiny and
it has lots of questions.
Debra, I have heart shaped, starshaped.
They're all laminated.
And I have probably 30questions.
Do you remember MichaelJackson's hat that he had?
(08:36):
I do.
Okay.
But it's purple and his sequenceon it, so that's where the
questions are.
So I'm gonna pick three or fourquestions out of it, and they're
more rapid fire questions and alittle bit more fun.
Okay.
Okay.
Ooh, this is such a good one foryou.
I'm so excited.
What are the three mostimportant ingredients for your
recipe for success?
Debra (08:56):
Butter.
No, just kidding.
Just kidding.
Beverly (08:58):
Girl Butter.
All day long.
Debra (09:00):
I would say creativity, tenacity and a belief in
yourself.
Beverly (09:04):
Yeah.
Okay, so what's the hardest noyou've ever had to say in
business and why?
Debra (09:08):
I had a woman that was marketing for me and.
We were just going in circles.
We just never came out with aproduct.
It was just conversation.
And I had to let her go, and shewas tearful and I believe in
your mission.
I wanted help the business, butit was very difficult for me,
but I wasn't getting anythingfor my money at all, except her
(09:30):
enthusiasm and, her admirationfor the mission.
But it was very hard to letsomeone go, but I didn't need a
fan club.
I needed somebody to market mybusiness.
Beverly (09:41):
Yeah.
Like it's so great that youbelieve me, but I need you
actually to other people to lovemy business too.
Debra (09:44):
That was not easy.
Beverly (09:45):
Yeah.
'cause it's human
Debra (09:46):
exactly.
Beverly (09:47):
What fear have you had to overcome to grow your
business?
Debra (09:51):
My videographer says I hate social media and it's not
true.
I don't hate social media, butwhen I was of a certain age when
I was raised, you never braggedabout yourself.
You didn't tell people what youwere doing.
You didn't say, I got an A onthis report card, or, I'm having
this for dinner.
So for me to put myself outthere as though anybody really
(10:11):
cares what I'm doing.
He says people do care.
But that's been really hard forme to break through that
paradigm that I've had to evolveto become more like the
millennials.
Beverly (10:21):
I'm of the same philosophy that the work should
speak for itself.
You shouldn't have to go andtalk about it.
Yes.
And I would say 99.9% of myclients feel the exact same way.
I don't wanna step in front ofthat camera, I don't wanna have
to talk about what I do.
I don't wanna do all this stuff.
And I'll tell you this supervulnerable, real moment.
I didn't wanna do it either.
And I remember talking to myassistant, she's amazing,
(10:43):
Michell, she does all of ourmarketing for Wickedly branded.
And she was like, can you dothis video?
And I was like, Michelle.
I cannot do that video.
That is not me.
I'm sorry.
And every time I do a video, Iwas like, ah, here's a video.
Like I, like Begrudgingly gaveher the video and that was
probably like a year and a half,two years ago, and now she's
look at you.
You're like a video rockstar.
And I was like yeah, I guesspractice does help a little bit.
(11:05):
You get over it and then yourealize that people do find it
beneficial and I just keep aserving heart.
In my perspective every time Ishare.
So that's where I try to comefrom as a serving place as
opposed to selling, or I just,how do I help people?
And that I think has changed myperspective on it.
But yeah, I'm the same way.
Like I just wanted my work tospeak for itself and I have to
do all that other stuff.
(11:26):
I totally agree with you.
What's been your biggest ahamoment as an entrepreneur?
Debra (11:30):
I went into a conversation of people with
vision loss who like to cook,and I was in the room just as
Debra.
I didn't identify myself asanything else, and someone said,
are you Debra Erickson of theBlind Kitchen?
And it was like, wow.
I've made it.
People now are associating thebrand with a name and that was
really something for me.
(11:51):
I did not expect to berecognized.
I didn't say Debra Erickson.
I identified as Debra.
And it was like, wow the name'sgetting out there.
And that felt really like mymarketing was working.
I was reaching the people Iwanted to reach.
People that liked to cook, thathad vision loss.
It makes you wanna keep going.
I'll tell you, it makes youwanna keep going.
Beverly (12:08):
I say this on the podcast often to my listeners.
If there's somebody who'sinspired you or somebody who you
really respect or admire, tellthem.
Because they may be needing alittle bit of affirmation.
They may be about to give up.
They may be not knowing thatanything's working.
And so many of the people whofollow us are lurkers, right?
They just watch your content,never engage, never ask
(12:28):
questions, never anything.
But is it really helping you?
And if it is.
Please let them know that's sucha gift that you're giving them,
including for this podcast,including for the work we do at
Wickedly Branded.
If we're actually helping you,gosh, let us know because then
we know the work that we'redoing matters.
So if you could do one thingtoday, go tell somebody that has
inspired you or giving you thatpiece of information that has
(12:50):
helped you go tell them.
That may be exactly what theyneed to continue their work or
to improve or whatever thatlooks like for them.
So important.
I had a situation very similarrecently where I was on a guest
on another podcast and somebodyadded me on LinkedIn and said,
Hey, the brilliant BeverlyCornell help me with my
(13:10):
confidence.
And I did this thing and Ishowed up and I like almost got
tears in my eyes because it'slike.
Somebody did the thing I askedthem to do, it made a
difference.
Somebody pushed themselvesoutside their comfort zone and
they got results, and that,that's whew.
That's what it's all about rightthere.
You know that matters.
That really matters.
What's something in yourbusiness that brings you pure
(13:33):
joy?
Debra (13:33):
It's the emails I get where people say.
I, cooked this meal for thespecial person and they loved
it, and it made me feel so good.
Those emails where I know thatthe work I've done has touched
their lives enough that they cantouch someone else's life and it
brings them such joy that's.
By far just such a wonderfulemail or conversation to have.
Beverly (13:53):
Agreed.
Agreed.
Okay, so you survived the magichat round.
I have a magic wand.
It is like a light purple.
It looks like a snowflake ontop.
It's very reminiscent of the Letit Go.
Frozen wand, like from the movieFrozen.
But it's purple.
It has sparkles and glitter onit, and if you push it, it does
(14:13):
make noise, but it lasts a verylong time.
So we don't want that.
But the magic wand helps us moveforward and backward in time.
So I'm gonna wave the one andwe're gonna go backwards.
To a very young, maybe highschool graduate, Debra, and I
would love for you to give her apiece of advice that you wish
you had before that would'veserved you better in your life
(14:37):
if you'd known it or followedit.
Debra (14:39):
Yeah, I would advise her to believe in herself more.
She definitely felt like shedidn't have much power in the
world and was definitely at thewhim of the winds.
But looking back.
She was actually very strong andcould have, changed the world at
that point in time.
But as women, as humans, ittakes us a while to figure that
(14:59):
out.
And, that's what I would openher eyes to her own power a lot
earlier.
Beverly (15:04):
The irony of opening her eyes to her own power is
interesting too.
So what would she say about you?
If she's looking ahead and seesherself the 18-year-old that you
do now, what do you think shewould say to you?
Debra (15:17):
I think she'd say, good job.
I'm proud of you.
You've you're making adifference in the world.
I think that's what she wouldsay.
Beverly (15:24):
That's beautiful.
Okay, so I'm gonna wave the wandagain, and we're gonna go
forward in time many decades tothe end of your life, and I want
you to think about the personwho's giving your eulogy and
think about what do you thinkthat they would say would be
your most significant legacy orimpact on the world?
Debra (15:41):
I'm here as an entrepreneur, but I would hope
it would be, she was a good wifeand a good mother.
Those two roles are veryimportant to me, and it only
took me two marriages to get tothe wife part, but yeah, that
she was a good wife and motherand sister.
But I think as an entrepreneurthe legacy would be that if it
(16:01):
is 20 years later or 40 years orwhatever that the tools and
information were so basic, theystood the test of time.
I'm not selling technology'causethat's gonna change tomorrow and
the next day and the next day.
But things like long woodenspoons, things like cut gloves
that you can put on your handholding the food and you're not
gonna cut.
(16:21):
Your skin.
Those things are not high tech,but they are things that people
will always need as long as theyhave skin that can be burned or
cut.
About 90% of my tools allowpeople with vision loss to be
able to use them and they're notgonna be modified over time.
They're perfect the way theyare.
Beverly (16:38):
Yeah.
So good.
Okay, so I'm gonna wave my wineand we're gonna come back to the
present day.
Thank you for time travelingwith me.
So for our listeners, thosesmall business owners, those
women who, even those aspiringentrepreneurs, what is one tip
you would give to them that theycould try today or this week
that would help them maybe builda more confidence in how they
(16:59):
show up and run their business?
Debra (17:01):
I think one of the biggest things that happened for
me to enable me to get thisbusiness going is I took a
business from the Small BusinessDevelopment Center that the
small business administrationgave classes, and then I was
surrounded by people.
Of course, this was duringCOVID, but I was surrounded by
people of similar interests withsimilar challenges, and we
(17:22):
worked as a support group foreach other to help each other.
Build their businesses.
Surround yourself with peoplewho are supportive of what
you're doing, who are interestedin what you're doing and even
better that they're trying to doit themselves.
And that will be a constant fuelsource for you to keep you going
forward when things do getrough.
They will get rough None of usget outta here without scars.
(17:45):
It's just the way, whether we'reentrepreneurs, whether we're
mothers, we're wives, whatever,there are going to be issues.
And this is one of the thingsyour podcast serves when I
listen to you, I listen to otherfemale entrepreneurs who have
had similar challenges andsuccesses, and that makes me.
As a woman entrepreneur, that Itoo can have similar successes
(18:06):
and maybe that'll gimme an ideawell, maybe I can tweak this
strategy.
I wasn't doing exactly right.
Maybe if I try it this way.
And I think that's constant fuelfor the soul and it keeps you
moving forward.
I think it was very wise whenyou said, you're just not
hearing any feedback on whatyou're doing.
You're making this video, youare doing this podcast.
Nobody comments on it.
Nobody verbalize to you.
(18:27):
If you're surrounding yourselfwith humans and not necessarily
the video, that feedback is veryhelpful to keep you moving
forward.
Beverly (18:35):
And I do think, like everyone that I talk to,
everyone that I work with arereally purpose-driven,
heart-centered people.
And they want to make an impactin the world.
They're making impacts in theworld like you are with the
blind kitchen.
With helping empower people.
And when you so badly want tohelp the world and no one's
engaging, it's like, what is thedeal?
(18:55):
Obviously purchasing your itemsis amazing.
We want that too.
But throw us a bone, let us knowwe're helping you out.
That is just, I think a kindnessthat we could do more of in the
world as people do consumecontent.
Just letting content creatorsknow that their Stuff matters.
There are some really bigcontent creators that have
millions of followers that Istill send them a note saying,
(19:15):
Hey, I just want you to know Ireally enjoy your content.
I look forward to seeing it inmy feed.
just a genuine appreciation forthem showing up every day.
And they probably don't evenneed it, Debra, because they
have millions of followers.
But I feel like if I find valuethat I need to let them know,
Hey, this is great.
I really appreciate it.
I agree.
I agree.
So to wrap up here, I want toask you share with the listeners
(19:38):
where they can learn more aboutyou, more about the blind
kitchen, what you're up to,where they can buy something.
Maybe they want those reallyfancy gloves.
Debra (19:46):
Sure.
The website, we're a web-basedbusiness and it's
theblindkitchen.com.
I also do public speaking andworkshops.
Upon request, I can tailor acurriculum to your agency,
organization, or your needs.
We're also on Facebook,LinkedIn, Instagram, and I'm
missing one.
YouTube.
Hello.
(20:07):
Yeah.
And you can write to me atinfo@theblindkitchen.com.
I monitor that mailbox andanswer all of those emails
there.
So yeah.
So please do feel free to reachout and as Beverly said, please
do tell me what's working foryou.
Tell me what's not working foryou.
That helps me to shape thebusiness to be a better entity.
Beverly (20:26):
Yeah, it's such good, incredible feedback for us to
learn and tweak and grow, Debra,I have thoroughly enjoyed this
chat.
I've learned so much.
Just some awareness stuff that Ihadn't thought about from the
blind community perspective, butalso just you're an amazing
person and entrepreneur.
So thank you so much for sharingyour wisdom and your journey and
your magic with us.
(20:46):
I know our listeners are gonnawalk away feeling.
Totally inspired and ready togo.
Maybe take some action.
i'm so grateful for your time,for the impact that you are
specifically making on theworld.
Debra (20:57):
Oh, thank you, Beverly, for having me.
This has really been a joy.
I've enjoyed our conversationimmensely.
Beverly (21:02):
I just wanna add to my listeners, I really hope that
today's episode inspired you,lit a little fire in you, gave
you some great ideas, but mostof all inspired you to not feel
so alone, there's so manychallenges as entrepreneurs that
we face and there's.
Always a way to overcome them.
Because here's the thing, yourmessage matters.
Your work matters.
The world needs to hear what youhave to say.
(21:25):
Marketing isn't just aboutvisibility.
It's not just about the videos.
It's about impact.
It's about connecting with theright people in a way that feels
completely true to you.
So keep showing up.
Keep sharing your brilliance andkeep making magic in the world.
And hey, if you ever feel stuck.
Know that you don't have to dothis alone.
We're here to help you turn thatspark into a wildfire.
(21:45):
So until next time, keepsparking and igniting.
Hello.
(00:00):
Before we dive into part two ofthis episode, I gotta ask, did
you catch part one?
If not, hit pause real quick.
You'll wanna start from thebeginning to get the full
effect.
The link to part one is rightdown in the description below.
Go ahead, catch up, and we'll beright here waiting for you.
Ready to dive into part two whenyou're all set.
It's worth it, I promise.
Beverly (00:19):
this season's all about confidence, right?
So as a business owner you haveto have confidence and courage
and be visible and all thethings.
What do you think thatconfidence looks like for a
business owner?
And can you share a moment whenyou realized you were truly
showing up with it?
Debra (00:33):
Confidence is a funny thing.
It's a good thing to not havecomplete confidence because then
you're challenged and you haveexcitement and enthusiasm about
it.
Too much confidence can beboring.
every time I do something new,my confident is always gonna be
low.
But then the more I do it, themore I fail.
The more I problem solve, thebetter I'm going to get at it
(00:55):
and the more confident I.
Gonna feel when I end up facingthat challenge again, but I'm
not sure, a lack of confidenceis always a horrible thing.
I think it can just mean you'reshowing up to a challenge and it
makes you be creative andproblem solve and challenge
yourself.
To still be able to stand talland look like you're confident
even if you're really not.
(01:17):
I think confidence comes withpractice and with repetition and
it's a good thing.
Beverly (01:22):
Yeah, I say confidence is built.
It's not something you justhave, you have to do it over and
over again.
Step out of your zone ofcomfort.
Try things, fail, make mistakes,learn.
That's the one thing I couldteach my son.
He's 10.
Is.
Just keep making mistakesbecause that's what's gonna help
you feel confident in yourintuition.
Again, like going back to thatintuition, you'll just know
(01:44):
because you trust yourself tomake those kinds of decisions
and leaps..
is such an interesting thing.
I talk about unicorn likeconfidence'cause my whole brand
is pink and purple and blue andyou can't see this, but I,
behind me I have a fluorescentlight that says Wickedly branded
with shining pink and purplebehind me.
And we talk about unicorn likeconfidence because unicorns,
(02:05):
they don't brag or have ego.
They just know how special theyare and they shine in their
specialness.
They glow in that specialness.
And I think just being you.
That's what makes you specialand glowing and being visible in
that is where confidence canreally flourish.
(02:25):
So I know that you're passionateabout podcasts and video
snippets as a marketingstrategy.
So what has been the mosteffective social media or
marketing thing that's workedfor you in the Blend Kitchen?
Debra (02:36):
Boy, that has just been such a learning experience
because we started out withthese long video tutorials,
which are necessary for thetools.
If you're thinking about buyinga tool, you wanna know what the
tool is, why it's blindfriendly, and how to use and
care for it.
And that can be long andrepetitive.
I had no idea what I was gettinginto, but what we have found is
(02:57):
that people have short attentionspans.
If I'm just trying to getpeople's information in general,
they're gonna whip by the videosthat short interesting blurbs
are part of it.
And I love, like you love your,unicorn and sparkles and the
colors of your brand.
I love our cupcakes that jump inand out of the braille cells and
form the braille, others, TB, K,but that gets old for people
(03:19):
after a while.
So what we found is that whenthis video comes, gets
published, and that will playyour introduction.
And then we'll pull out just asnippet of something that we
thought was interesting andunique to my and Your
conversation.
Because I often answer a lot ofthe same questions, but there's
always something new in anypodcast that you do.
(03:39):
And so then we'll just play like30 seconds of that.
And then close with yourclosing.
And people really respond tothat because it's new content,
it's new information.
It means they're not gonna seethe same old thing over again.
So that's something that we'velearned on the way.
Beverly (03:54):
Yeah, you gotta try it, test it.
You gotta see what works, whatdoesn't work.
And I think when you're tryingto build authority or just
knowledge in general about whatyou do, having the podcast
snippets are so incrediblypowerful.
That's how you talk to a realperson.
That's not something forced andfaked and like some polished
speech.
You talk at people.
(04:14):
This is a real genuineconversation with genuine people
having a general connection.
So that seems so much moreauthentic to me and I love that.
That's like my favorite thingfor sure.
And people respond to it.
Yeah, people respond to it.
Yeah.
What do you think is the hardestpart about marketing?
Debra (04:29):
So, with the Blind Kitchen, I've got a niche
business.
It's people with Visionless andthere's a finite number and I've
done pretty darn good, I thinkmy team at getting known in that
population.
But there's a lot of people outthere that don't identify as
blind or visually impaired.
And that might be somebody likeyour grandpa or, grandma can't
see as well, she used to dowhatever.
(04:50):
But nobody would dare call hervisually impaired or blind.
She wears glasses and stuff likethat but they are people that
could benefit from what theblind kitchen has to offer just
to make their lives easier.
Yeah.
So that has been challenging toreach those people that I.
Truly know could benefit fromthe tools.
And it's not just the tools,it's the strategies In the blind
(05:12):
kitchen.
There's a lot of things that canmake your life easier, that it's
just knowledge.
And that's available on thewebsite, in the Blind Kitchen
library.
So that's been part of thereason that I'm so appreciative
that you invited me onto yourpodcast because mostly your.
Audience, I'm guessing, does notidentify as blind or visually
impaired.
I perhaps some do.
(05:32):
You have woman entrepreneursthat is your main focus.
But almost everybody knowssomebody who might be struggling
a little bit with trying to seein the kitchen.
And that has been a bigchallenge, is how to reach that
other group that don't have thelabel that make it easy to tag
and identify.
Beverly (05:49):
It's interesting because my mom just turned 72,
she'll be 73 this November, andI saw that she was struggling
opening cans and she loves tocook.
That's where I got my love ofcooking is from her, and I saw
her kind of struggling, openingcans and some other things, so I
gave her like a whole cookingkit for like accessibility, a
can opener that's automatic andsome other things.
And she looked at me because,will you try to say, I'm old?
(06:11):
No mom, I'm really trying tohelp you.
Like I just want it to be easierfor you.
But she like got offendedactually.
I was like, I know yourindependence is so important,
but if there's things that makeit easier, why would you not use
it?
Something that makes it easierfor you.
I don't understand.
Debra (06:23):
You hit the nail on the head, people don't wanna be
identified as getting older.
Yeah.
And vision loss can be part ofgetting older.
Beverly (06:30):
And then my father-in-law has some diabetes
and some retina issues as well.
Some bleeding on the eyes andthings like that.
And he used to be the primarycook for the family of seven
kids, so he was always feedingeverybody.
And I know he struggled a littlebit, but his vision's a little
bit better now.
But yeah, we all know somebodywho's struggling just a little
bit, but you want the gift to betaken, not as a insult in some
way, shape or form.
(06:50):
Not with Hey, you're old.
That was not my intention.
Mom, I just know you'd love tocook and if it makes it easier
for you, please use these tools.
That's the way it should be.
But I think as we get a littlebit older, we want our
independence and don't wantanyone to tell us that we're old
She just had hip surgery too,and she was a bit of a hippie.
She was born in 1952, so whenshe became of age 18, she was
like at the hippie age so I gaveher like a whole hippie kit
(07:11):
where I had like a boho bag,that was like from the
seventies.
And I put like a device to helpher get out of her car and a
thing to help her put her sockson.
And she's you and these oldpeople gifts.
And I was like, I had hipsurgery a while ago too.
You're gonna need these things.
And I was 40 when I had hipsurgery, so don't tell me.
That was for me being old, shewas like, okay., I know how hard
(07:32):
it is.
For those of you that arelistening to have some limited
impairment of some sort, whetherit's arthritis or vision or
hearing.
My husband could use a hearingaid.
He heard that.
Yeah.
He's been in the military, so heis been around a lot of
explosive devices and loudsounds and the gun range, things
like that.
He's 51, but I still think heneeds help a little bit with
that.
So I feel like that is a veryhard thing and I think as.
(07:54):
A person who is aging like I amin that process too.
I hope I'm a little bit moregraceful about that and I will
accept the tools and theaccessibility.
I'll take it, I'll take it.
Before we go any further, ifyou've been enjoying this
conversation with Debra, if thisconversation has inspired you in
some way, I would love for youto hit the subscribe button, the
follow button, leave us areview, let us know exactly what
(08:15):
you're loving about it and whatis helping you maybe see
differently, no pun intended inyour work and in your business.
So I do have a magic hat, and itis purple and it is sequiny and
it has lots of questions.
Debra, I have heart shaped, starshaped.
They're all laminated.
And I have probably 30questions.
Do you remember MichaelJackson's hat that he had?
(08:36):
I do.
Okay.
But it's purple and his sequenceon it, so that's where the
questions are.
So I'm gonna pick three or fourquestions out of it, and they're
more rapid fire questions and alittle bit more fun.
Okay.
Okay.
Ooh, this is such a good one foryou.
I'm so excited.
What are the three mostimportant ingredients for your
recipe for success?
Debra (08:56):
Butter.
No, just kidding.
Just kidding.
Beverly (08:58):
Girl Butter.
All day long.
Debra (09:00):
I would say creativity, tenacity and a belief in
yourself.
Beverly (09:04):
Yeah.
Okay, so what's the hardest noyou've ever had to say in
business and why?
Debra (09:08):
I had a woman that was marketing for me and.
We were just going in circles.
We just never came out with aproduct.
It was just conversation.
And I had to let her go, and shewas tearful and I believe in
your mission.
I wanted help the business, butit was very difficult for me,
but I wasn't getting anythingfor my money at all, except her
(09:30):
enthusiasm and, her admirationfor the mission.
But it was very hard to letsomeone go, but I didn't need a
fan club.
I needed somebody to market mybusiness.
Beverly (09:41):
Yeah.
Like it's so great that youbelieve me, but I need you
actually to other people to lovemy business too.
Debra (09:44):
That was not easy.
Beverly (09:45):
Yeah.
'cause it's human
Debra (09:46):
exactly.
Beverly (09:47):
What fear have you had to overcome to grow your
business?
Debra (09:51):
My videographer says I hate social media and it's not
true.
I don't hate social media, butwhen I was of a certain age when
I was raised, you never braggedabout yourself.
You didn't tell people what youwere doing.
You didn't say, I got an A onthis report card, or, I'm having
this for dinner.
So for me to put myself outthere as though anybody really
(10:11):
cares what I'm doing.
He says people do care.
But that's been really hard forme to break through that
paradigm that I've had to evolveto become more like the
millennials.
Beverly (10:21):
I'm of the same philosophy that the work should
speak for itself.
You shouldn't have to go andtalk about it.
Yes.
And I would say 99.9% of myclients feel the exact same way.
I don't wanna step in front ofthat camera, I don't wanna have
to talk about what I do.
I don't wanna do all this stuff.
And I'll tell you this supervulnerable, real moment.
I didn't wanna do it either.
And I remember talking to myassistant, she's amazing,
(10:43):
Michell, she does all of ourmarketing for Wickedly branded.
And she was like, can you dothis video?
And I was like, Michelle.
I cannot do that video.
That is not me.
I'm sorry.
And every time I do a video, Iwas like, ah, here's a video.
Like I, like Begrudgingly gaveher the video and that was
probably like a year and a half,two years ago, and now she's
look at you.
You're like a video rockstar.
And I was like yeah, I guesspractice does help a little bit.
(11:05):
You get over it and then yourealize that people do find it
beneficial and I just keep aserving heart.
In my perspective every time Ishare.
So that's where I try to comefrom as a serving place as
opposed to selling, or I just,how do I help people?
And that I think has changed myperspective on it.
But yeah, I'm the same way.
Like I just wanted my work tospeak for itself and I have to
do all that other stuff.
(11:26):
I totally agree with you.
What's been your biggest ahamoment as an entrepreneur?
Debra (11:30):
I went into a conversation of people with
vision loss who like to cook,and I was in the room just as
Debra.
I didn't identify myself asanything else, and someone said,
are you Debra Erickson of theBlind Kitchen?
And it was like, wow.
I've made it.
People now are associating thebrand with a name and that was
really something for me.
(11:51):
I did not expect to berecognized.
I didn't say Debra Erickson.
I identified as Debra.
And it was like, wow the name'sgetting out there.
And that felt really like mymarketing was working.
I was reaching the people Iwanted to reach.
People that liked to cook, thathad vision loss.
It makes you wanna keep going.
I'll tell you, it makes youwanna keep going.
Beverly (12:08):
I say this on the podcast often to my listeners.
If there's somebody who'sinspired you or somebody who you
really respect or admire, tellthem.
Because they may be needing alittle bit of affirmation.
They may be about to give up.
They may be not knowing thatanything's working.
And so many of the people whofollow us are lurkers, right?
They just watch your content,never engage, never ask
(12:28):
questions, never anything.
But is it really helping you?
And if it is.
Please let them know that's sucha gift that you're giving them,
including for this podcast,including for the work we do at
Wickedly Branded.
If we're actually helping you,gosh, let us know because then
we know the work that we'redoing matters.
So if you could do one thingtoday, go tell somebody that has
inspired you or giving you thatpiece of information that has
(12:50):
helped you go tell them.
That may be exactly what theyneed to continue their work or
to improve or whatever thatlooks like for them.
So important.
I had a situation very similarrecently where I was on a guest
on another podcast and somebodyadded me on LinkedIn and said,
Hey, the brilliant BeverlyCornell help me with my
(13:10):
confidence.
And I did this thing and Ishowed up and I like almost got
tears in my eyes because it'slike.
Somebody did the thing I askedthem to do, it made a
difference.
Somebody pushed themselvesoutside their comfort zone and
they got results, and that,that's whew.
That's what it's all about rightthere.
You know that matters.
That really matters.
What's something in yourbusiness that brings you pure
(13:33):
joy?
Debra (13:33):
It's the emails I get where people say.
I, cooked this meal for thespecial person and they loved
it, and it made me feel so good.
Those emails where I know thatthe work I've done has touched
their lives enough that they cantouch someone else's life and it
brings them such joy that's.
By far just such a wonderfulemail or conversation to have.
Beverly (13:53):
Agreed.
Agreed.
Okay, so you survived the magichat round.
I have a magic wand.
It is like a light purple.
It looks like a snowflake ontop.
It's very reminiscent of the Letit Go.
Frozen wand, like from the movieFrozen.
But it's purple.
It has sparkles and glitter onit, and if you push it, it does
(14:13):
make noise, but it lasts a verylong time.
So we don't want that.
But the magic wand helps us moveforward and backward in time.
So I'm gonna wave the one andwe're gonna go backwards.
To a very young, maybe highschool graduate, Debra, and I
would love for you to give her apiece of advice that you wish
you had before that would'veserved you better in your life
(14:37):
if you'd known it or followedit.
Debra (14:39):
Yeah, I would advise her to believe in herself more.
She definitely felt like shedidn't have much power in the
world and was definitely at thewhim of the winds.
But looking back.
She was actually very strong andcould have, changed the world at
that point in time.
But as women, as humans, ittakes us a while to figure that
(14:59):
out.
And, that's what I would openher eyes to her own power a lot
earlier.
Beverly (15:04):
The irony of opening her eyes to her own power is
interesting too.
So what would she say about you?
If she's looking ahead and seesherself the 18-year-old that you
do now, what do you think shewould say to you?
Debra (15:17):
I think she'd say, good job.
I'm proud of you.
You've you're making adifference in the world.
I think that's what she wouldsay.
Beverly (15:24):
That's beautiful.
Okay, so I'm gonna wave the wandagain, and we're gonna go
forward in time many decades tothe end of your life, and I want
you to think about the personwho's giving your eulogy and
think about what do you thinkthat they would say would be
your most significant legacy orimpact on the world?
Debra (15:41):
I'm here as an entrepreneur, but I would hope
it would be, she was a good wifeand a good mother.
Those two roles are veryimportant to me, and it only
took me two marriages to get tothe wife part, but yeah, that
she was a good wife and motherand sister.
But I think as an entrepreneurthe legacy would be that if it
(16:01):
is 20 years later or 40 years orwhatever that the tools and
information were so basic, theystood the test of time.
I'm not selling technology'causethat's gonna change tomorrow and
the next day and the next day.
But things like long woodenspoons, things like cut gloves
that you can put on your handholding the food and you're not
gonna cut.
(16:21):
Your skin.
Those things are not high tech,but they are things that people
will always need as long as theyhave skin that can be burned or
cut.
About 90% of my tools allowpeople with vision loss to be
able to use them and they're notgonna be modified over time.
They're perfect the way theyare.
Beverly (16:38):
Yeah.
So good.
Okay, so I'm gonna wave my wineand we're gonna come back to the
present day.
Thank you for time travelingwith me.
So for our listeners, thosesmall business owners, those
women who, even those aspiringentrepreneurs, what is one tip
you would give to them that theycould try today or this week
that would help them maybe builda more confidence in how they
(16:59):
show up and run their business?
Debra (17:01):
I think one of the biggest things that happened for
me to enable me to get thisbusiness going is I took a
business from the Small BusinessDevelopment Center that the
small business administrationgave classes, and then I was
surrounded by people.
Of course, this was duringCOVID, but I was surrounded by
people of similar interests withsimilar challenges, and we
(17:22):
worked as a support group foreach other to help each other.
Build their businesses.
Surround yourself with peoplewho are supportive of what
you're doing, who are interestedin what you're doing and even
better that they're trying to doit themselves.
And that will be a constant fuelsource for you to keep you going
forward when things do getrough.
They will get rough None of usget outta here without scars.
(17:45):
It's just the way, whether we'reentrepreneurs, whether we're
mothers, we're wives, whatever,there are going to be issues.
And this is one of the thingsyour podcast serves when I
listen to you, I listen to otherfemale entrepreneurs who have
had similar challenges andsuccesses, and that makes me.
As a woman entrepreneur, that Itoo can have similar successes
(18:06):
and maybe that'll gimme an ideawell, maybe I can tweak this
strategy.
I wasn't doing exactly right.
Maybe if I try it this way.
And I think that's constant fuelfor the soul and it keeps you
moving forward.
I think it was very wise whenyou said, you're just not
hearing any feedback on whatyou're doing.
You're making this video, youare doing this podcast.
Nobody comments on it.
Nobody verbalize to you.
(18:27):
If you're surrounding yourselfwith humans and not necessarily
the video, that feedback is veryhelpful to keep you moving
forward.
Beverly (18:35):
And I do think, like everyone that I talk to,
everyone that I work with arereally purpose-driven,
heart-centered people.
And they want to make an impactin the world.
They're making impacts in theworld like you are with the
blind kitchen.
With helping empower people.
And when you so badly want tohelp the world and no one's
engaging, it's like, what is thedeal?
(18:55):
Obviously purchasing your itemsis amazing.
We want that too.
But throw us a bone, let us knowwe're helping you out.
That is just, I think a kindnessthat we could do more of in the
world as people do consumecontent.
Just letting content creatorsknow that their Stuff matters.
There are some really bigcontent creators that have
millions of followers that Istill send them a note saying,
(19:15):
Hey, I just want you to know Ireally enjoy your content.
I look forward to seeing it inmy feed.
just a genuine appreciation forthem showing up every day.
And they probably don't evenneed it, Debra, because they
have millions of followers.
But I feel like if I find valuethat I need to let them know,
Hey, this is great.
I really appreciate it.
I agree.
I agree.
So to wrap up here, I want toask you share with the listeners
(19:38):
where they can learn more aboutyou, more about the blind
kitchen, what you're up to,where they can buy something.
Maybe they want those reallyfancy gloves.
Debra (19:46):
Sure.
The website, we're a web-basedbusiness and it's
theblindkitchen.com.
I also do public speaking andworkshops.
Upon request, I can tailor acurriculum to your agency,
organization, or your needs.
We're also on Facebook,LinkedIn, Instagram, and I'm
missing one.
YouTube.
Hello.
(20:07):
Yeah.
And you can write to me atinfo@theblindkitchen.com.
I monitor that mailbox andanswer all of those emails
there.
So yeah.
So please do feel free to reachout and as Beverly said, please
do tell me what's working foryou.
Tell me what's not working foryou.
That helps me to shape thebusiness to be a better entity.
Beverly (20:26):
Yeah, it's such good, incredible feedback for us to
learn and tweak and grow, Debra,I have thoroughly enjoyed this
chat.
I've learned so much.
Just some awareness stuff that Ihadn't thought about from the
blind community perspective, butalso just you're an amazing
person and entrepreneur.
So thank you so much for sharingyour wisdom and your journey and
your magic with us.
(20:46):
I know our listeners are gonnawalk away feeling.
Totally inspired and ready togo.
Maybe take some action.
i'm so grateful for your time,for the impact that you are
specifically making on theworld.
Debra (20:57):
Oh, thank you, Beverly, for having me.
This has really been a joy.
I've enjoyed our conversationimmensely.
Beverly (21:02):
I just wanna add to my listeners, I really hope that
today's episode inspired you,lit a little fire in you, gave
you some great ideas, but mostof all inspired you to not feel
so alone, there's so manychallenges as entrepreneurs that
we face and there's.
Always a way to overcome them.
Because here's the thing, yourmessage matters.
Your work matters.
The world needs to hear what youhave to say.
(21:25):
Marketing isn't just aboutvisibility.
It's not just about the videos.
It's about impact.
It's about connecting with theright people in a way that feels
completely true to you.
So keep showing up.
Keep sharing your brilliance andkeep making magic in the world.
And hey, if you ever feel stuck.
Know that you don't have to dothis alone.
We're here to help you turn thatspark into a wildfire.
(21:45):
So until next time, keepsparking and igniting.
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