WFH with Kids: 3 Tips to Stay on Task

By: Heidi Reichert | Unique Markets Portland

If you’re a parent with young children, you’re probably juggling more roles than you thought you were capable of right now. Whether you’re an entrepreneur, small business owner, or working remotely, you’re likely struggling with staying on task while being your child’s teacher and full time care provider. Not to mention keeping up with the house and life.

As a mom to an 8 and 5 year old, launching a business of my own, I’m right there with you! While the productivity expectations in this new normal are and should be completely different, it is possible to get work done with a little creativity and a lot of flexibility.

1. Make a Schedule

Everyone benefits from a routine in the best and worst of times.

With two working parents and two kids, we ran a tight ship pre-COVID 19, getting everyone fed and out of the house to work and school in the morning, then once again in the evening with dinner and bedtime. Once the stay-at-home order started, we found that sticking to a routine helped retain a sense of normalcy and also gave everyone direction for the day ensuring things that needed to get done got done. 

While sticking to a clock is not going to be realistic for most families, setting a sequence of events and goals for the day is helpful. Break down your day into 30 minute to 1 hour chunks involving the essentials like meals, snacks, school time, and work time and be sure to incorporate time for play, walks, and free time. Involve your kids in making the schedule to get buy-in and get creative by drawing it on a chalkboard or making a poster to hang in the kitchen. Once you’ve set your schedule, stick to it. Your kids are more likely to respect work time if they see you following through with the schedule.

2. Set Expectations

If your kids are not used to a parent working from home, they are naturally going to expect to have your attention 100% of the time because you’re physically there. 

Help your kids adjust by explaining to them that just like they have responsibilities (picking up their room and getting their school work done), you have responsibilities to your job too. For me, this not only helped my young kids understand that mommy needs uninterrupted quiet time, it also alleviated that nagging guilt of being torn between the kids’ needs and work demands. (Who knows what I’m talking about?!) Frame the expectations in a way that shares goals and rewards: “Let’s all get our work done so we can go out for a walk, work on that craft project, or bake cookies!”

When trying to balance Zoom meetings, projects, and phone calls in an activity filled home, make a sign that indicates do not disturb in a fun way like “Busy Bee” which signals to your littles that you are not to be interrupted.

3. Be Flexible

I personally work best in the morning. I wake up full of ideas and inspiration and can’t wait to get going! With the kids at home, I’ve had to adjust to the reality that my solid work time needs to happen in the afternoons when their school work is done and my husband is free to watch them. Maybe this is nap time or screen time in your house. Now, I work in smaller spurts so I can still feed off of my AM creative energy (most days this means jotting down an idea to go back to later or shooting off a quick email) and reserve projects that need more time and focus for the afternoons.

Challenge yourself to work in shorter bursts of time (aren't moms already champions of this?!), you may surprise yourself!

We are all in different circumstances, facing various levels of responsibilities, emotions and stress. It’s important to accept that some days will be more productive than others and that’s OK. Also, this is reality right now so don’t apologize if your kid crashes your Zoom meeting or IG Live broadcast. We’re all in this together and one of the beauties coming out of this situation is that we’re getting to see and embrace the unpolished human side of each other.

PR Advice from an Editor

As Merchandise Editor at PeopleStyleWatch.com, Catherine Dash works non-stop to find the best style steals on the web. She has an intense love for independent designer labels and seeks out the coolest up-and-coming brands—be it fashion, home or beauty—which she's done for several publications in her career including Lucky magazine and StyleFind.com. When not scouring the web for must-have buys, Catherine is roaming the streets of Brooklyn with her 6-year old Papillon Lulu in search of her next food obsession.

Can one to two paragraphs and a good picture really be enough to interest an editor/blogger? Catherine: Absolutely! Even a good photo and a couple sentences can do the trick. An email I can scan quickly to get only the most important info is best. I'll ask for more if I need it. And no huge files--our inboxes fill up quickly.

What’s missing when a pitch is almost there, but not quite? Catherine: Can we consider the look book a form of a pitch? If so, don't forget to include PR contact info when sending them out (or on any printed promotional material, for that matter). On more than one occasion, I've gotten my hands on a gorgeous look book only to find no way of getting in touch with the brand (I'm not kidding. This has happened multiple times!) Take some time to step back and remember the most seemingly obvious things.

Biggest turnoff when someone is trying to get press? Catherine: Being pushy. There's a difference between being persistent and being aggressive. When a publicist acts like they're entitled to coverage, I'm less likely to want to work with them.

What is the one thing that makes one pitch stand apart from the next? Catherine: It seems like a little thing, but addressing your pitch to the editor specifically and making the message somewhat personalized can make a big difference. Also, research what sections/types of features the editor works on and giving them pertinent information (and quickly when it's requested). We get tons of mass emails each day, so the ones that feel like they're intended for you directly are more likely to get a reply/second read.

What is the same mistake all beginners at DIY publicity make? Catherine: I often get pitches that have nothing to do with the type of features I work on. I imagine the publicist is casting a wide net and hoping someone bites. I'm sure that works sometimes, but those are the emails that start to feel like spam and the ones that I stop even opening. Taking the time to find the correct editor of the section/feature your product makes sense in at the very beginning will set a precedent that your emails are worth opening--it will pay off in the long run.

What’s the easiest and quickest way to an editor’s heart? Catherine: Reply quickly when information is requested. When we're asking for something, we're usually under a tight deadline. If we know we can rely on you to get back quickly, you'll be the first person we go to for features in the future.

What two things do you want to find in every pitch? Catherine: A photograph of the product and a link to where you can buy it and/or find more information about it. You'd be surprised by how many people don't include a link to what they're talking about (even just the brand's site). It seems like such a little thing, but it really does save time for the editor.

*Biz Advice is compiled & edited by Amy Flurry

Biz Advice: Say Cheese!

Sonja Rasula

For years I've been giving people business advice as well as conducting branding and public relations workshops. What's one of the most important things I tell people? "Get professional, great photos of yourself!" When an editor emails you for a photo of yourself, you should be able to email them something same-day. Don't miss out on a great press opportunity because you didn't take the time to get a head shot! Just like great product photography, having a few great photos of yourself can open doors when it comes to things like being considered to be a speaker at a conference, a judge for a contest, a new contributor for a website, etc.

You should know that I hate having my photo taken, meaning it's an insecurity of mine. But since it had been over three years since my last photo shoot, I was long overdue for new head shots. Two weeks ago I took some of my own advice and had the amazing photographer Bonnie Tsang take new photos of me... WOW! She did such a beautiful job I was blown away. Working with a professional ensures you get press quality photos, meaning he/she has edited them, corrected or touched-up their picks, and that you are getting high resolution photos (300 DPI) which are needed for print publications. As you can see below, I now have a diverse selection of photos to pull from when needed. Already two editors have needed my photo, and instead of using something random they find on Google, I was able to control my image and send them professional photos! It really makes a huge difference...

Here are a few quick tips:

• Don't wear white, it bounces the light and makes it hard to photograph.
• Wear something colorful, solid color if possible. Even if you normally wear black all-day, everyday, add a pop of color somehow to add something that catches the eye and brightens the photo.
• Consider getting a professional to apply your makeup - not only will it look amazing on camera but it's a business expense!
• Stay classic in style,  not trendy. Patterns and prints are great but they tend to be trendy, so wearing solid colors is best. Even people with larger-then-life personalities and products, such as clothing designer Betsey Johnson, tend to wear basics when being photographed so that it's not the clothing attracting attention but the face. ;) It makes the photo timeless and easy to use across a few years.
• Practice make perfect... Practice your various smiles and "faces" in the mirror to get to know which you like, then practice them without looking into a mirror to get comfortable.
• Remember that you are the boss. In other words, as a paying customer, it's your job to direct the makeup artist and photographer. Ask to see some of the shots during the shoot to see if you like the direction or not. Tell the makeup artist exactly what you want.
• Smile and have fun!

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Seven Super Important Tips for Pitching Holiday Gift Guides

 

Psst! Hey you on the beach in your tiny bikini. Did you know editors of national publications are pulling together their holiday gift guides this month?

If you have a product that would benefit from running in these important roundups, read on for tips on how editors want to be approached.

ONE

Be straightforward in your subject line

Your first challenge is to get an editor to open your email. Let them know from the start why you're reach out. For example, “cool new coffee mug: gift guide consideration” or “patterned socks under $25 for gift guide consideration” are simple but effective subject leads.

TWO

Make it personal

Read the publication before you pitch, even if you take only five minutes to know if your product might be a good fit for their reader. Be ready to reference the section of the magazine (or the editor's name who writes it) in your pitch.

THREE

Keep it super short

In recent years the pitch has been condensed to two paragraphs but for holiday gift guides, the format can be even shorter. Address the editor you are pitching by name, let them know which pieces in your collection are new and give them pricing info and a link to the website or specific page for easy and quick viewing. The only other thing they need is the smallest bit of story about the product or, as one editor suggested, “one small idea that gives some context or provides interest beyond it being simply pretty.” So, for example, if you're pitching a cool new blue jean line and they are made in a 100-year-old mill revitalized by your company and located in North Carolina, by all means, say so!

A thank you for the editor's consideration plus your name, cell phone contact and email address, is the best way to wrap up. Believe it or not, plenty of people fail to include an easy way to be reached, making it also easy for an editor to pass.

FOUR

Present a great picture or two

The images you choose to show the editor should be embedded (not attached) in the email so that it's the first thing the editor sees when they open the email. Make sure the image in the email is low-resolution (72 dpi) and cleanly shot against an all-white backdrop.  If you can make available an easy link to your entire collection or to high-res images, all the better.

FIVE

Be specific about when the product will be available

The name of the game for editors producing the gift guides is finding the newest products to feature before the next publication, meaning if you have a good product shot, you don't have to wait until it's out to pitch. Let an editor know the month or even exact date of your new product release, even if it's yet to come. And be smart about what you consider “new.” Even a new color of an age-old product is newsworthy to editors.

SIX

Forego the followup

The only time of the year I recommend skipping the all-important pitch followup is when approaching national editors for consideration in the holiday gift guides. At this moment, editors are reviewing hundreds and hundreds of options—filing them in folders and cataloguing them for the various pages they produce. The only thing an editor might respond to your follow-up is an acknowledgment that they received your pitch. And in all honesty, they don't even have time for that.

SEVEN

Expand your reach

Almost every magazine in every category runs their version of gift guides.  Don't limit your potential by pitching only to one audience if your product might also be a good fit for another niche, like a cooking or gardening magazine, as well. And on a final note, remember that pitching gift guides is not over in July. You will want to pitch regional magazines in late September as well as some larger online publications. And in November, you'll be gearing up to pitch the online versions of the national magazines you pitched in July. Good luck!

_____________________________________________

Amy Flurry is State of Unique's business editor and author of best-selling, Recipe for Press, a DIY guide to pitching blogs and magazines ($23.95, www.recipeforpress.com). Amy offers one-on-one consultations for emerging brands and her popular workshop, Pitch Lab, in cities across the country.

Connect with Amy Flurry on Facebook and Twitter.

Why Do Editors Reject Your Pitch?

It’s easy to land press when you connect your product to the pages you want to be a part of. But certain mistakes, often even made by PR professionals, will send your pitch straight to the poubelle. Here’s what sends an editor reaching for the “delete” button. Avoid these and you’ll be that much closer to seeing your product or story in print!

1. Your pitch doesn’t fit on one page. In fact, the pitch is shrinking by the day. If you can’t get our attention in two paragraphs, then you need to work on it a little longer.

2. You don’t address the writer by their name (or you misspell her or his name).

3. You call the editor instead of emailing a proper pitch.

4. You attach the pitch as a Word or PDF document, instead of pasting it in the body of the email.

5. You attach high-resolution images and your company logo for the editor (instead of embedding a low-res image directly into the email). Most editors won’t open attachments.

6. You fail to include a link to your website, your email address AND your phone number. If we call, we’re ready for business and on deadline.

7. You CC other media contacts in the same pitch or you BC other media contacts and leave the intro vague (even though we know you just emailed every other editor in your address book).

8. You didn’t read the publication or blog before you pitched. We have a spider-sense for this!

9. You use a number of different texts, emoticons and italics to get your point across.

10. You tell us how you think it would be a perfect fit for our pages.

Amy Flurry is State of Unique’s business editor and author of the much-buzzed about DIY Publicity book, Recipe for Press.  (www.recipeforpress.com) Follow her on Twitter @Recipeforpress

Instagram 101

It's time you started taking Instagram seriously. With over 100 million users across the globe, it provides an obvious opportunity to increase your brand recognition as well as boost your exposure online. Here are a few tips in no particular order on how to increase activity on your profile and start seeing more likes and follows:

1. Your name is your name. Make sure that when you set up your profile, your Instagram name is the same as your business's Twitter handle. It'll be easier for people to find your business on other social media platforms if you keep your profiles consistent. You should also sync your Instagram to your Twitter for a slightly larger exposure but we wouldnt advise you to connect it with Facebook in order not to clog up your followers' feeds.

2. Don't simply upload the photos directly from your website/linesheets/lookbooks, take time to take photos for your followers on Instagram. Show your place of work. Introduce your team and the people behind your business. Take shots of your products being made or your photo shoots in progress. Your followers will appreciate the behind-the-scenes approach.

3. Be selective. Don't take shots of everything and upload them straight to the app. Framing is everything in Instagram and soon enough you'll realize that shots with better composition and lighting will get more likes.

4. Use hashtags. Hashtags are important to organize your content and give your photos a wider audience. I suggest hashtagging your photos with #yourbusinessname as well as using appropriate tags for each photo. Taking a photo of yourself can be tagged as #selfie and if you're taking a photo of your DIY project, tagging it #diy or #doityourself can dramatically increase activity on your profile. Refrain from using unrelated tags on your photos.

5. Write a good description of your business. It will make it easier for people to understand what your page is about and if they should follow you or not. Its also crucial to provide a link to your website; businesses get a good flow of traffic from their Instagram accounts.

6. Dont be greedy with your "likes". Exploring Instagram through hashtags is probably the best way to find new people to follow and, in a way, invite people to check out your profile as well. For example, if you're in the business of making bread pudding, simply searching for #breadpudding or #gourmetdesserts can lead you to finding some great photos and people to follow. After hitting "like" you can count on that person to check out your profile and if he/she likes what they see, they will follow you! Its a great way to slowly grow your follower base and expand your reach.

7. Edit your photos. You dont only have to rely on filters provided to you in Instagram. There are plenty of 3rd party photo editing apps that can make your photos look like they're straight out of Kinfolk or UPPERCASE magazine! Here are some that we recommend - VSCO Cam, Afterglow, Snapseed, and Wood Camera.

All Things Emerald

Pantone revealed the color of the year —emerald—and that means market editors everywhere have begun their search for green products. Gentle reminder: if you have anything emerald in your lineup, pitch the green theme to bloggers and editors. Here are a few of my favorites from Unique LA standouts!

1. Upcycled book covers by Vintage Book Clocks  //  2. Striped socks from Suburban Riot  //  3. Emerald drop necklace by Publik  //  4. Cheeky fox stole sweater from Dandyrions  //  5. Klean Spa’s sugar body polish  //  6. A bright felt iPad cover from Graf & Lantz

****Amy Flurry is State of Unique’s business editor and author of the much-buzzed about DIY Publicity book, Recipe for Press (www.recipeforpress.com)

New Year, New Press

2013 can be your year for new press that can increase the reach and audience of your brand or product! While the year is still fresh, let’s revisit the basics of pitching yourself to magazines and blogs. Follow these tips and you’ll be on your way to regional and even national exposure!

DO YOUR HOMEWORK

Magazines and blogs have a certain style and formula to their pages. Read enough issues and you’ll begin to see the kinds of products that are covered or the services offered. Spend 30 minutes on back issues or older posts before you pitch. Does your product look like it already belongs on the page? If the answer is yes, then move forward with your pitch and point out something pertinent or related to your product. Similarly, don’t expect an editor to cover services when their pages are all product-driven. Study up before reaching out.

BE FRIENDLY Recognize the editor or blogger by name (and be sure it’s spelled correctly) before you launch into a concise, well-written and convincing pitch (no more than two tight paragraphs). A pitch addressed, “Dear Editor,” is guaranteed to be deleted right away.

KEEP IT FRESH The one word an editor wants to see in every pitch is “new.” Why?  New material fuels issue after issue! Magazines want to be the first to feature a new product or service or destination. Some bloggers will run a product within minutes of receiving a pitch to get a true scoop. If what you’re pitching is not new, then it is your job to tie the idea or product into a new trend, a holiday, a seasonal occasion or current event.

PROVIDE STUNNING VISUALS Most editors know if they can use your product the second their eye hits the photo you send with your pitch. Delivering crisp, well-lit images that look like they belong on the pages you are pitching will help yours rise to the top of the submission pile. Additionally, editors don’t open attachments so be sure to embed the low-res (72 dpi) image directly into the email pitch.

RESPECT YOUR EDITOR’S TIME So many products with passionate people behind them fail to reach their press potential because they are slow to respond to editorial requests. Return every editor’s request the same day and with creativity, courtesy and quality. Over time, you’ll become a “go-to” source and the first person that editor will reach out to the next time there is an opportunity or even a last-minute spot to fill.

Amy Flurry is State of Unique’s business editor and author of the much-buzzed about DIY Publicity book, Recipe for Press (www.recipeforpress.com)

Twitter 101

You're all obviously familiar with Twitter, right? Of course you are - aside from being the medium of choice for teens and celebrities, it's instantaneous capability has helped make it one of the most revolutionary forms of media. Most likely your business already has a Twitter account too but are you using it to its full potential? And if you're just starting out and plan to register an account to tweet from in the near future, you'll need some guidance. Here are a few tips:

Use Twitter to Sell

Most businesses use Twitter as an easy way to interact with followers and announce new products. I'm not saying you don't need to do the things I just mentioned but you should also be utilizing Twitter as a tool to push sales. Post exclusive promo codes and coupons that people can redeem in your online store. Release special codes for followers to use at an event for a discount or free gift (UNIQUE LA for example). Try time-based specials to drive sales such as "the first 25 people to buy our new this-and-that will get 25% off". This way, your followers will feel special because the coupon was only intended for them, and you'll be able to track your direct sales from Twitter.

Understand Your Purpose on Twitter

Before you tweet anything, you have to understand why you're doing it in the first place. Do you need to simply have an online presence? Do you need to move dead stock? Do you want to drive traffic to your other social networks? Do you want to inspire followers? Do you want to use your tweets to increase email subscribers? Writing down a quick strategy before you start tweeting is a good place to start. Once you know your objective(s) and your target audience you can start treating your Twitter account as seriously as you treat your actual business.

Be More Visual

Sometimes sharing a photo can be far more effective than 140 characters when you want to talk about your product. A beautiful, captivating photo of a delicious-looking cupcake will probably get more attention than words alone. The same can be said about launching new collections, showing people what's currently on sale, sharing pics of your booth at a tradeshow, etc. You can also use photography to get advice from your followers (i.e. Which shape do you prefer for our new logo?), to create a more personal connection, and even to show your humor.

Give your Twitter a Human Face

It's you, your fingers punching in those characters on Twitter, so use your own voice and don't sound like a corporation on Twitter. If you're a one-person show like most entrepreneurs, make sure your Twitter voice is as personal as possible. Send simple, casual tweets from a first person perspective rather than dry tweets that sound like a robot. People will be pleasantly surprised because they're not used to hearing from the head of the company (YOU in most cases).

Don't be Negative

While you should be yourself, don't give into the temptation to use Twitter as a forum to complain. We've all been there before, when something is so frustrating you want to 'let it out' but there is no bigger turnoff then to read complaints. Remember, this is business after all. Even if you are in the right, and have every reason to complain, being negative on Twitter just comes across as whining. And remember, the customer is always right! If you talk poorly about a mishap, a customer experience, another business, etc. it just shows your followers that you don't respect them and that you could perhaps talk about them someday. A definite "Don't"!

Manage Your Tweets

Tweeting on a daily basis can be pretty overwhelming especially when you're running a business. Streamline the process by using HootSuite to schedule tweets in advance and to handle multiple accounts (if you have more than one). HootSuite also has a stats feature that lets you track how many people clicked your links/interacted with your tweet.

Track Everything

Websites like Klout and TweetReach help you track your influence and reach on the web. It is crucial to track your stats in order to understand whether you're helping your business and how... What types of tweets do your followers respond to most? Which tweets get the most retweets? Is there a time of day that your twets perform best? Track your follows with TweetReach. Klout is best used to track your influence and see how well you engage your followers.

Pitching a Story to a Magazine?

Trying to pitch a story to an editor of a magazine? Read on...

Cory Bordonaro is a Georgia-girl-gone-West, working as an Editorial Assistant for Southern Living Magazine's Travel Department in Birmingham, AL. When she's not scouring the South for stories of artisans and artists, she's working away on her own craft of letterpress printing. "Andy the Vandy," a century-old 2000 lb. printing press, currently resides in her basement. You can find her work at fourhatspress.com.

1. When scouting markets for new material, what helps a brand stand apart from the next?

The National Stationary Show (late May) was my first market experience. I was drawn to the Southern artists, and was immediately looking for people who looked like they were ready for exposure—people with hi-res images, catalogs, etc.

2. Can one to two paragraphs and a good picture really be enough to interest an editor/blogger?

 I do think succinct is the way to go. Editors get oodles of emails each day, so to be able to make a snappy and interesting pitch is key. Contact information should be prominent, so that if an editor is interested, she knows just who to follow up with for additional information.

3. What’s missing when a pitch is almost there, but not quite?

Because most magazines are bent on covering what’s new and fresh, the ‘why should I care NOW’ component is vital. A good pitch can turn into a great pitch if editors can quickly uncover why it’s important to care about the particular thing, person, place, right now (or even better, tomorrow).

4. Biggest turnoff when someone is trying to get press?

One of the most glaringly obvious mistakes people make when pitching is failing to show their understanding of the content and readership of the outlet they are pitching. If I hear someone say, “I’ve been reading your Handmade column, and see that you like to feature up-and-coming local Southern artisans,” I’d be much more willing to hear them out. Demonstrate that you’re well versed in the magazine, and you’ve automatically won some time and attention.

5. What’s the wackiest thing someone has done to get your attention? Did it work?

Rather than explaining the pitch in writing, I once had a company send a personalized video link by email. I (somewhat hesitantly) clicked on it to quickly realize that the creator had taken the time to read some of my writing, and tailor his request to me specifically. It definitely got my attention—very creative and thorough.

6. What’s the easiest way to an editor’s heart?

 Someone who merits attention—whose work or story is compelling. And, call me crazy, but I still like hand-written letters.

7. The one thing you want to find in every pitch?

Pictures! Or tangible product. If it’s new handcrafted nut butters, I want to taste it.

*Our Biz Advice Column is compiled & edited by the fabulous Amy Flurry. You can follow her @recipeforpress.

Best in Show

5 Ways to Attract Editors and Bloggers to your Booth

Consumers won’t be the only ones shopping Unique SF in a few weeks. Editors, bloggers, even TV producers will be roaming the floor, looking for new products to feature. An editor of 18 years, I’ve scouted many trade and indie markets for stories and products. Here’s what you can do to better your odds at wooing press your way.

  Announce products that are new!

Editors have a lot of ground to cover but not always the time hear your whole brand story. Point out new products or even best selling products in a new color with a tag or small sign. Why? Market editors are there to find new product before anyone else, to get a scoop. If we can spot new items without having to ask, it saves both of us time.

  Share your story

When people connect with your brand story, they are inspired to shop. When editors connect with your story, they are inspired to share it with thousands of potential customers.  Figure our ways to convey who you are in your booth design and product literature.

  Seduce press with great photos

Editors are looking for strong pictures that support your product and could possibly be used in their publication. Draw them in with great images.

  Consider custom USB drive business cards

Editors don’t want (or need) a lot of heavy promotional material to lug around. But they may want to blog about their best finds or share their favorite picks with their editors. Help them out by providing press ready, high-resolution images on a custom USB drive. Oversize 5x7” postcards with strong product photography on the front and press contact information on the back is also a great, and less expensive way of staying in front of the mind of media.

  Display past press

Success attracts success, right? If you’ve been featured in a well-known magazine or online publication, share it with your visitors. Editors want to look for those who are prepared to work with them.  We don’t need to see every last article ever written, but one or two of the best signals you have experience and understand our needs (and if you don’t, read Recipe for Press, Pitch Your Story Like the Pros & Create a Buzz).

Written by Biz Section editor Amy Flurry

Inspiration for Your Brand

When it comes to creating a new brand or relaunching your current look, the internet is such an amazing place to find inspiration. In just a few clicks of a button you can see what your competition looks like, get ideas for business cards, or find innovative packaging ideas from around the globe. I am always on the hunt for great examples to share with y'all... Here are some of my new favorites - make sure to check out my full selection of examples on our Identity Design & Branding board on Pinterest

Images via: Pinterest