GWBC Radio

Laura McGuire with Hipstik Legwear

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Laura McGuire, founder of Hipstik® Legwear, believes that women should not be squeezed and uncomfortable in tights and sheers.

She talked with many women to find out what they want in legwear – the resounding answer: comfort without sacrificing style!

Six years ago she created a legwear design that does not squeeze, dig, roll or sag. Hipstik is woman-owned and made my women in the USA in NC.

Follow Hipstik Legwear on LinkedIn, Facebook and Twitter.

Transcript

Intro: [00:00:04] Broadcasting live from the Business RadioX Studios in Atlanta, Georgia, it’s time for GWBC Radio’s Open for Business. Now, here’s your host.

Lee Kantor: [00:00:18] Lee Kantor here. Another episode of GWBC Radio, and we are Open for Business. And today, we have as a guest Laura McGuire, and she is with Hipstik Legwear. Welcome, Laura.

Laura McGuire: [00:00:30] Hello. It is a pleasure to be with you today.

Lee Kantor: [00:00:34] Well, I’m excited to learn all about Hipstik. Tell us what you’re up to, who you’re serving, and what are you doing for folks?

Laura McGuire: [00:00:41] Yes. So, we have an ecommerce website, and in 2020, it has never been more important to be online with your products. So, we have absolutely been open for business this entire year, serving customers by shipping their legwear right to their front door.

Lee Kantor: [00:01:00] Now, did you start as a brick and mortar or was this always kind of an online operation?

Laura McGuire: [00:01:06] We started online, and in talking with women who owned businesses who were brick and mortar first before 2020, they have definitely experienced the most change in their businesses this year moving online. But they all tell me that they are excited now to be online, that they’re so glad that that was the push that led them to get online. But we have always been online, so we were ready for this year and the challenges that we have faced.

Lee Kantor: [00:01:39] Now, tell us about kind of the back story, how did Hipstik start?

Laura McGuire: [00:01:43] Yeah. So, I am a professional woman, love to wear professional clothings, dress up, be stylish and fashionable. And I worked at Dillard’s in, around, 2003 or so and I was given the hosiery department to help service the customers there. They — work with. They would have rather been in shoes or handbag. So, I said I’ll take one for the team. I’ll be in hosiery.

Laura McGuire: [00:02:14] And while I was in that section, I had a very difficult time helping customers find a fit that they liked. It was always an awkward conversation because hosiery is sized by weight, which is just a very awkward way to size a product. And they would come to me like, “I’ve got to go to an event. I’ve got to have legwear for the event. But I really don’t want to purchase this.” And after years of being in that department and then trying to find comfortable legwear myself, I said there really is an outage in this category. There hasn’t been a whole bunch of innovation besides shapewear, which is the opposite of comfort in a lot of ways. And so, I said, you know what, after all these years, there has got to be a way to make a comfortable hosiery product. So, out of a pain point, that’s where Hipstik was born.

Lee Kantor: [00:03:14] So, now, had you done any kind of sewing or any knowledge about being a seamstress or you were just kind of making this up as you went along?

Laura McGuire: [00:03:26] Yeah, that’s the funny part, is that, entrepreneurs come into whatever comes to be from different levels and skill set. And where I came in was with the knowledge of how to launch products. I have a background in launching products at grocery, so I knew what it takes to build a brand, find an audience, and launch a product. I do not have a background in fashion. I don’t have a background in manufacturing. That’s the stuff that I learned along the way. And it’s interesting to talk with other female business owners of where their skill set started and then who they brought in to help them grow their business with the skill sets that they need.

Laura McGuire: [00:04:15] So, this was a situation where you saw there was a problem and there was, like, a space in the marketplace for something new and different and better. So, the actual product part kind of came secondarily. You saw the problem and you’re like, “Okay. I’m going to fit product in here that I think that’ll kind of fill this gap.”

Laura McGuire: [00:04:36] Yeah. I think a lot of entrepreneurs, they want to scratch their own itch and that’s what leads to a business. I don’t think a lot of entrepreneurs, unless you come from a family-owned business, I don’t think you wake up one day and say, “Hey, I want to start a business today.” I think, you really develop through life experiences, you are in these situations where you say things can be better and this product could be changed or this service, if you’re a service based business. There’s something that I could do differently to set myself apart and to really service my customer. And I think that’s where the passion comes from. And so, yeah, that’s how it began for me.

Lee Kantor: [00:05:24] So, now, when you had this idea and saw this problem to be solved, what were kind of those steps to test this theory that there really was a place in the marketplace for your product?

Laura McGuire: [00:05:35] Yes. So, I purchased – gosh – hundreds of different styles and brands from some of the top brands, and I bought pairs from Australia companies. And I just started trying on all kinds of different designs. And started leading myself to be able to have a conversation with other women so that it wasn’t just my opinions of what needed to change, but also where were their gaps that we could fill. So, we did a panel with women of all shapes and all sizes to ask them what were they looking for. And the resounding answer, I think it came back 40 percent when we did this survey years ago, that comfort was the word they were missing out on. So, that’s the one key attribute that I latched on to. I said, “Comfort, it’s a big deal. We got to figure out how to create a design that leads with comfort.”

Laura McGuire: [00:06:40] And so, we did consumer testing. They tried on the product. They gave me feedback. And that’s how we actually developed a new way to size hosiery. So, I had mentioned the weight shape chart or the weight chart is predominant in hosiery. And I discovered that it was quite flawed because people carry their weight in different places. And legwear is all about the legs, so, really it’s all about shape, and body shape, and your hips. And so, that’s where we developed a shape based sizing, so their shape paired with height versus that awkward conversation of the weight. And I have, today, less than one percent return rate, which I’m so proud of. Typically, apparel is around 40 percent. And I think that sizing and getting that right has really changed the fit for women and made it so super comfortable. And we’ve delivered on that thing that we really needed to fill the gap on, which was comfort.

Lee Kantor: [00:07:45] Now, being exclusively online, how did you kind of get people over the hump to feel comfortable trying something, maybe, that they hadn’t ever been sized in this manner and feel confident that they’re going to get what they want?

Laura McGuire: [00:07:59] Yeah, that’s a great question. And it really goes to educating the consumer. And in this world, video is so important. And sharing videos, sharing stories, sharing customer testimonials, and how women of all different shapes, how they understand the sizing chart and work through that sizing chart through real customer reviews and videos. So, we have such an opportunity online to tell so much more of a story than just if you walk through a store, you’ve just got that shelf presence. But online, we can really say so much more and there’s so much content to be developed there. So, that’s what we’ve really tapped into, is, asking our own customers to talk about their experience with Hipstik and talk about their size so that someone can visually see her on the screen and relate to her.

Lee Kantor: [00:09:03] Now, how did you kind of create that kind of a community where your customer wants to share?

Laura McGuire: [00:09:12] Yeah. So, really, if you put out authentic conversations, it really fuels just more conversation. So, I think in this category, it had just been made the same way and done the same way for so long that no one was having conversations about how to make it different, or how to innovate, or how to change it. And I find it’s so fun to hear our customers say to me, “Wow. That was my idea back in the ’90s when I had to wear these every day for work.” When I hear that, it makes me know that there was something that she knew was wrong and that I’m the one to help bring this to the market. So, that’s very special. And I think it’s being authentic and opening up these conversations about the reality of what’s going on, for whatever product you have, being honest and saying, “Hey, here’s something that we can change rather than just highlighting the best parts.” I think the community was built out of really highlighting here’s something that can be changed, and we are changing it, and we want you to be part of it.

Lee Kantor: [00:10:31] Now, any advice for the folks out there that are maybe launching their own thing and they’d like to build a community? Are there some kind of fundamental foundational steps that you have to do to get those first members to get an active, engaged community? Because I know a community is easier to deal with when it’s large and it’s kind of self-sufficient. But to create that escape velocity, to get it up and running is not like flipping a switch.

Laura McGuire: [00:11:02] That’s so true. And so, we used Kickstarter or crowdfunding to help really kick us off. And that group of people who were very excited about this change in this product, they really helped propel us forward. That group was just 100 women, who then told their friends, and their friends told their friends. So, using a marketing tool such as crowdfunding, or going to an event, or joining a group of women, anywhere where you can get to a place where it can snowball, that will really help you to build that community.

Laura McGuire: [00:11:47] Because you’re right, the voices of 100 women is so much louder than just the voices of myself alone or one or two people. So, even though we did not get funded in our Kickstarter campaign, I did not see it as a failure. I saw it as a total win that we had that group of women now that could try the product, give us feedback, and tell others, and share.

Lee Kantor: [00:12:16] Now, when you created this company and you started building the community around it, that’s an achievement by itself. So, kudos to you for doing that. How important was it for you to kind of create this kind of manufacturing opportunity in the United States?

Laura McGuire: [00:12:37] Yeah. So, I’m in North Carolina, and it was very important to me to be very close to my manufacturer. I wanted to have the ability to just hop in my car and go talk to them about a new product development, or talk to them about inventory, or how it was going. And so, it was 100 percent I was not going to launch the company unless I found a manufacturer in the United States, and even better in North Carolina. And I arrived at a manufacturer who’s only 90 minutes from my home base, which is perfect, we’re in the same state. And we can have those conversations. I thought that was so important. And I wanted to be, not only a woman-owned business to highlight that female founders and be part of that community, but I also wanted to be part of the group of companies that are manufacturing here right in the United States.

Lee Kantor: [00:13:38] Now, in your business, you have been kind of – immersing? – immersing yourself within that kind of female founder women business community. Why did you choose to kind of become a member of GWBC and really kind of get involved with other female founders? Why was that important to you?

Laura McGuire: [00:14:00] So, a woman that I used to work with, when she found out I was launching Hipstik, she said, “One of the first things you need to do is apply for GWBC.” And I put it on my to-do list and I investigated it. And it was a very rigorous application process, which going through it, it’s a lot to do. But the value of that is that, all GWBC members are authentically women-owned companies. They are very special companies. They have been vetted by that group of women in that home office. And it is a very special membership to be a part of.

Laura McGuire: [00:14:52] And just having the opportunity to meet with other women who are going through similar stages right in your home community is so special. And I would encourage any female-owned business to check in to GWBC, see what it’s all about, and ask questions of current members about the opportunities available to get involved. There are so many different ways to get involved from going on the website and learning, to actually attending events, back when you could attend events. And I’m sure they’ll be forthcoming in the coming years when we can get back to doing events. But all of that leads to amazing opportunities.

Lee Kantor: [00:15:41] Now, the support from the group is a value by itself. But has being a member of the group ever opened the doors for business for you? Were you able to kind of leverage some of the connections or entrees that they’re able to give to benefit your firm?

Laura McGuire: [00:15:58] Yes. I have an amazing story, and it’s one of the most special things that has happened since founding the Hipstik brand. So, I signed up to be an ambassador or a host at one of the events, which meant that I helped out, I served, I opened the door. There were about five of us who did that. And anyone can sign up to be part of that and you get a free ticket to the event, which was great. It got my feet wet to start events. So, while I was being a host – this was during a luncheon – everyone had sat down at the table and there was an empty spot that I saw across the room. All of the other hosts had sat down, so I said, “Okay. I guess that’s my seat. That’s where I’m going to go sit,” so I went over.

Laura McGuire: [00:16:57] And while the speaker was talking, she said, “Look to the person on your right and say hello and tell them where you’re from.” I happen to have sat down next to a representative from Macy’s department store. It was a serendipitous moment. I got to share with her my story. Macy’s was actually a retailer that I really wanted to get an opportunity with. And just by sitting next to her, that open spot, Hipstik, a couple of months later, we were on shelves at Macy’s. Which was a huge opportunity for the business and something that I never would have gotten that opportunity to meet that lady and speak with her had that not happened. So, that was so neat. And those are the kind of things that just happen together with other women and you put yourself into opportunities like GWBC.

Lee Kantor: [00:17:56] And that’s a great example for young people out there that are listening, that joining an organization is important. And everybody knows that. But you have to get involved. You raised your hand and said, “I want to volunteer. I want to serve as well. I’m not just here to take. I’m here to give.” And then, serendipity worked out for you and it went your way. I mean, you can’t control that part, but you can control the leadership skills you demonstrated by showing up and working that event. So, kudos to you, you earned that. And it may seem like an accident, but you did a lot of work to make that accident happen.

Laura McGuire: [00:18:39] Thank you. Yeah. I have to pinch myself that that actually happened, but it actually did.

Lee Kantor: [00:18:45] So, now, what do you need more of? How can we help you?

Laura McGuire: [00:18:49] Well, I would love for listeners to visit my website and see if the Hipstik design is right for you and something that your wardrobe has been missing for all these years. I am at hipstik.com, that’s H-I-P-S-T-I-K.com. And if you contact me through the website or use any form of contact through the website, that’s going to be me on the other side. I’m very hands on. I answer the emails. Or if you text me, that’s me. So, I can help with sizing, any questions. Also, wholesale opportunities. So, if you’re interested in that, if you’re a boutique owner, or if you’re a shop owner, I would love to speak with you that way. And then, we’re on all the social media channels. So, I look forward to visiting hipstik.com and reaching out to me. I’d love to meet you.

Lee Kantor: [00:19:40] All right. Well, Laura, thank you so much for sharing your story today. You’re doing important work and we appreciate you.

Laura McGuire: [00:19:46] Thank you for having me on. It was really fun.

Lee Kantor: [00:19:49] All right. This is Lee Kantor. We’ll see you all next time on GWBC Open for Business.

About GWBC

The Greater Women’s Business Council (GWBC®) is at the forefront of redefining women business enterprises (WBEs). An increasing focus on supplier diversity means major corporations are viewing our WBEs as innovative, flexible and competitive solutions. The number of women-owned businesses is rising to reflect an increasingly diverse consumer base of women making a majority of buying decision for herself, her family and her business. 

GWBC^® has partnered with dozens of major companies who are committed to providing a sustainable foundation through our guiding principles to bring education, training and the standardization of national certification to women businesses in Georgia, North Carolina and South Carolina.

GWBC Radio

Lisa Apolinski with 3 Dog Write

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Lisa Apolinski is the CEO of 3 Dog Write, a digital consulting agency. She works with businesses who want to accelerate revenue and take market share using digital means. In the last eight years, she has helped her clients create nearly $1 billion in revenue growth.

Her first book, Weathering The Digital Storm, is used by businesses globally to fortify their digital growth strategies in unpredictable times. Her latest book, Persuade With A Digital Content Story, will be available on Amazon in the coming weeks. Because of her thought leadership on digital engagement, she has been dubbed “America’s Digital Content Futurist”.

Connect with Lisa on LinkedIn

Transcript

Intro: [00:00:04] Broadcasting live from the Business RadioX studios in Atlanta, Georgia, it’s time for GWBC Radio’s Open for Business. Now, here’s your host.

Lee Kantor: [00:00:19] Lee Kantor here. Another episode of GWBC Open for Business. And this is going to be a good one. Today, we have with us Lisa Apolinski with 3 Dog Write. Welcome, Lisa.

Lisa Apolinski : [00:00:29] Thank you, Lee. It’s awesome to be on your show.

Lee Kantor: [00:00:32] Well, before we get too far in things, tell us about 3 Dog Write. How are you serving folks?

Lisa Apolinski : [00:00:37] Sure. So, we are a full-service digital consulting agency. And in a nutshell, we work with businesses who want to accelerate revenue and take market share using digital means. And that is clearly a hot topic of today. It’s the fastest way to get to people. And in some cases, it’s the only way to get to people since we’re all staying at home and trying to be safe and healthy.

Lee Kantor: [00:01:07] So, how did you get into this line of work?

Lisa Apolinski : [00:01:11] So, I come from an entrepreneurial family. My father and mother owned a drug store many years ago. And I remember when they actually purchased it, I was around four or five. And just working in the store with my dad, and seeing how he built his business and the things that he worked on and one of his, really, guiding principles was to have conversations. So, the art of conversation and talking to people one on one to understand their needs and their wants.

Lisa Apolinski : [00:01:58] I have been doing digital marketing since digital became a thing. I, actually, was trained in traditional marketing and started to segue into digital. And I feel like I have kind of the best of both worlds. I understand how traditional marketing works and how conversation works in a traditional setting, and then being able to relay that into the digital world and having digital conversations, which is huge right now, digital content, and just being able to connect with your audience in a unique way and showing up in a way that allows them to tell their story to you.

Lee Kantor: [00:02:44] So, now, why don’t you share an example about how maybe somebody who was great at marketing in person, when there was in person, and they’re doing a great job, maybe branding in person, and how they can kind of leverage those skills to kind of enter the digital content realm.

Lisa Apolinski : [00:03:05] Yeah, absolutely. So, if you think about storytelling, you think about when you were growing up as a child, even having stories read to, if I said once upon a time, you get your blanket, you’re ready to go with your hot cocoa. Our brains are hard wired for stories. And everyone’s story matters. The issue or the trip-up that I see clients do is the way that they develop their stories and how they cast their audience versus themselves.

Lisa Apolinski : [00:03:46] If you think about a story, you really have three main characters, right? You have the hero. You have the nemesis. That’s the person that’s preventing the hero from getting what he or she wants. And then, you have your mentor character. That’s true in books and movies. Think about Harry Potter, Karate Kid, all those stories are structured in that way. What I’ve seen clients do is they choose the hero role for themselves. And if they do that, the only other role that really their audience can show up in, which would be their client or their prospect, is the role of damsel in distress.

Lisa Apolinski : [00:04:29] If they put themselves as Superman, their audience shows up as Lois Lane. There’s so much more power and longevity if they take the mentor role, so they become, let’s say, Mr. Miyagi in the story, and they allow their audience to become Daniel San. It really breeds a couple of things. It gives the audience control over their situation, which, as you know, right now, nothing is in our control. With the pandemic, with the global recession, with everything that’s happening in politics, it feels like nothing is within our control. If you can show up to help your client, your customer, your audience have tools to be in control, that’s number one in my book.

Lisa Apolinski : [00:05:19] And number two, it allows them to have something that a lot of stories are missing and that is hope. Hope will outlast anything else that’s out there, and hope is self-generating. If you can allow your audience to feel hope that they, somehow, with these skills, with these tools and with your guidance can get to where they are now to where they need to go, that’s something that they will take with them. And those will become repeat customers, no doubt about it.

Lee Kantor: [00:05:55] So, then, your clients or folks out there would be better served rather than talking about me, me,  look how great I am, they should be talking about kind of thought leadership and knowledge on helping their clients get what they want?

Lisa Apolinski : [00:06:13] Absolutely. And they can tell a story about what they’ve done for someone in a similar situation. You can say, “Let me tell you about this client that I have that had the same problem as you, and the tools that they gained from our interaction to be able to get from where you are now, which is where they are, to where they ended up, which was a successful endeavor.” That’s what people want to see. They want to envision themselves in that story that you’re telling them and say, “Well, so-and-so could do it. I can do it too.”

Lee Kantor: [00:06:52] So, then, you think it’s a mistake for folks to be out there maybe on social media or in any digital platform talking about them? More time has to be spent on talking about what their clients are doing and how the clients are succeeding rather than themselves.

Lisa Apolinski : [00:07:09] Right. And it’s a paradigm of showing up to solve rather than sell. I actually did an article in LinkedIn right when this pandemic hit that before, when we had all sorts of economic prosperity, and it was like spring in the Serengeti, and there’s water everywhere, and food and great supply, and you have this very superficial relationship with your audience, with your customers, you were providing something and you were getting money in return. You were selling and getting compensated. That is a very short-term strategy.

Lisa Apolinski : [00:07:51] We are now in the middle of … The water has dried up, and there’s very few resources on the ground, and scarce food. And that’s when it’s almost feels counterintuitive that you actually want to show up to solve and to provide something without really expecting anything back. You’re showing up because you want to see your audience, and your customers, and your prospects actually succeed, and you have the tools that will help them get there.

Lisa Apolinski : [00:08:28] So, it’s just shifting the mindset into how can I solve the issue that you’re dealing with now versus how can I sell you something with features and benefits? And one of the real big reasons that I’m a huge proponent of this is a lot of other companies are still in selling mode and me-too strategies do not work. If you can show up in a different way, you will absolutely attract those customers and prospects to you because that’s what they’re looking for. They’re looking for someone to help them solve their problems, not just sell them things that may or may not work.

Lee Kantor: [00:09:12] So, in your business, do you have a niche that you serve?

Lisa Apolinski : [00:09:17] So, because of my kind of ridiculous background, I have worked in retail, pharmaceutical, manufacturing, professional services. I worked the gamut of industries. So, our industry is very wide. Our expertise is very wide in that regard, but we look for clients, typically, Fortune 500 or 100 companies that are looking to kind of launch out of this paradigm that they’re in right now, and move into this new digital paradigm, and to be able to show up in a different way, and see almost immediate results. I mean, it’s kind of amazing. And at the same time, it’s quite expected.

Lee Kantor: [00:10:16] So, you’re looking to meet the chief marketing officer of Fortune 500 companies? That’s your prospect?

Lisa Apolinski : [00:10:23] Chief marketing officer. I have conversations with CEOs all the time helping them to understand how to use digital in several aspects of their business, whether it’s operations, IT, sales, marketing, customer service, the whole gamut. We talk to just C-level individuals, definitely.

Lee Kantor: [00:10:51] And then, the conversation you’re having with them is how to leverage this type of storytelling and more authentic conversations rather than kind of pitchy, pitchy, pitchy stuff?

Lisa Apolinski : [00:11:02] Yes. And I have a motto that you should not do random acts of content. A lot of times, companies … And I mean, this can be anybody from a small organization to a very large one, they believe, as long as I put content out, that’s all that matters. And it’s not about quantity; it’s about quality, and it’s about having that digital storytelling aspect, and understanding what is it that you’re trying to achieve with your content.

Lisa Apolinski : [00:11:39] Now, I know that everyone would say, “Well, I want to make more money.” That’s great, but there has to be an interim spot of what you’re hoping to achieve with your content. Are you hoping to transform banking, so that people feel empowered to handle their own finances? Are you looking to educate and bring best-in-class solutions to the retail space or the healthcare space? Are you looking to educate and empower your customers, so they make the best decision for the solutions that are out there?

Lisa Apolinski : [00:12:23] There should be a mission statement of what your content does, and that mission statement will drive the type of content that you create, and it will really help you to pick what type of content really fits in with this. It’s very easy to start backsliding and going into that selling mode, and features, and benefits. And if you constantly look at your content mission statement, it will help you to really align with that and give you new ideas of how can I show up to really inspire, educate and empower my audience.

Lee Kantor: [00:13:08] Well, it sounds like these kind of authentic digital storytelling techniques are an important way to differentiate yourself in today’s world. Like you said, it’s very chaotic, there’s a lot of change happening all at one time. So, this level of authenticity becomes a very important point of differentiation.

Lisa Apolinski : [00:13:29] Absolutely, absolutely. And it’s also allowing you to create something new. I mean, if you think about digital engagement, there’s a lot of the same old, same old out there. And if you actually show up in a different way, you’re moving away from your competitors, you’re creating this new space, and that absolutely will attract the right clients in. And I mean, imagine creating something new where competitors aren’t part of the equation, pricing isn’t part of the equation. It’s really about solving problems.

Lee Kantor: [00:14:07] Well as part of the growth of your organization, you decided to become a certified women-owned business. Why was it important for you to get certified? And why was GWBC an important part of your team?

Lisa Apolinski : [00:14:22] So, being certified as a woman on business, I felt really differentiated my agency from others. Showing the power that women bring to business, and this is becoming more and more apparent. There’s actually been studies shown that women on boards can increase the profitability of a company by as much as 40%. Women bring a different perspective into the equation. And I think it really ties into this idea of solving. Women inherently look at how they can solve and help versus just selling. And for me, the GWBC, some of their guiding principles, really resonated with the DNA of the agency that I’ve created. I started my agency in 2012. And the idea of collaboration and investment in community are two huge factors for me and why GWBC is really an amazing organization and, absolutely, something to consider being part of if you are able to become certified as a woman-owned business.

Lee Kantor: [00:15:45] Now, talk a little bit about why you decided to become an author and writing books. Why was that part of kind of the way you differentiate yourself from others?

Lisa Apolinski : [00:15:57] So, yeah. So, I had received a book from a very good friend, Ways to Grow Your Consulting Business. And one of the authors, Henry DeVries, is a huge baseball nut, and I am a huge baseball nut. I’m not as out there as Henry. I love him. He’s almost visited every single ballpark in the United States. I would love to do that to see a game at every single ballpark. But one of the things he had on there is if you’re ever in Oceanside, call me and let’s go for a coffee. And I was going to be in Oceanside, California, so I took him up on his offer in the book.

Lisa Apolinski : [00:16:41] And I sat down with him. And my goal of the conversation was to understand his story. I wanted to know what he did and how he grew his his business because that’s what I wanted to do. And a 45-minute coffee turned into a three-hour conversation. And he said to me, “You really need to write a book.” And I was like, “Oh, no. That sounds awful.” I write every day, I do content every day, but actually sitting down and writing a book sounds terrible. And what I possibly have to say? And he was like, “No, no, no. You need to write a book.”

Lisa Apolinski : [00:17:24] Henry DeVries has a publication house, and we started to talk, and I was like, “Okay. Let me see how that goes, and let me try my hand at it.” And my first book was published in 2019 called Weathering the Digital Storm. I knew something was coming down the horizon and I wanted to make sure my clients were ready and had their digital house in order. And my first book has been well received, and it’s used internationally by CEOs in organizations all around the world.

Lisa Apolinski : [00:18:03] And when the pandemic hit, I was starting to talk about my second book, and it really just dovetailed perfectly into what’s happening in the world today and the idea of getting in front of your audience using digital means and digital content because, as we know, that’s the fastest way to do it. And digital content has the lowest cost to enter. You can do it yourself and post things, and it’s just your time and your thoughts putting your content out. But I want to make sure that people, again, were not doing random acts of content, that their digital content was doing what it’s supposed to do, which is to touch, move and inspire your audience.

Lisa Apolinski : [00:18:55] And Henry and I have just finished our second book, Persuade With a Digital Content Story. It’s actually coming out a week or two. And I love this book. I mean, I read it several times, obviously, for editing. And every time I read it, I’m like, “Oh, yeah. That’s a really good point.” And even I kind of refresh myself with it. And it is a business guide with formula on how to create your digital content story.

Lisa Apolinski : [00:19:27] I am a huge believer in repeatability. If you can get a process down and it’s repeatable, it makes it faster, it makes it more efficient and it reduces cost. And if you can get your digital content story formula down – and I include that in the book – really, as far as I’m concerned, the sky’s the limit for you. Use the book, apply the strategies, and you’ll be amazed at the type of results you get and the revenue that shows up.

Lee Kantor: [00:20:02] Now, if somebody-

Lisa Apolinski : [00:20:03] Even in the pandemic.

Lee Kantor: [00:20:05] Well, I would imagine, especially in the pandemic, everybody’s in front of their screens. So, this is the perfect time to be doing that kind of work.

Lisa Apolinski : [00:20:12] Absolutely, absolutely.

Lee Kantor: [00:20:14] Now, if somebody wanted to learn more, have a more substantive conversation with you or somebody on your team, what’s the best coordinates, website, social, et cetera?

Lisa Apolinski : [00:20:22] Sure. So, they can visit my website at 3dogwrite.com. It’s the number 3, dog, D-O-G, write, W-R-I-T-E dot com. Or they can send me an email at lisa@3dogwrite.com It’s the fastest way to get a hold of me. And I love talking about the stuff. I am happy to chat with anyone about what they’re doing, and how it’s going, and any kind of guidance I can give them. Even if they don’t become a client, I really want to see digital content being transformed into true storytelling where people feel that hope coming through the content that you create.

Lee Kantor: [00:21:07] Good stuff. Well, thank you so much for sharing your story today.

Lisa Apolinski : [00:21:11] Thank you, Lee. This is a lot of fun.

Lee Kantor: [00:21:14] All right. This is Lee Kantor. We’ll see you next time on GWBC Open for Business.

About GWBC

The Greater Women’s Business Council (GWBC®) is at the forefront of redefining women business enterprises (WBEs). An increasing focus on supplier diversity means major corporations are viewing our WBEs as innovative, flexible and competitive solutions. The number of women-owned businesses is rising to reflect an increasingly diverse consumer base of women making a majority of buying decision for herself, her family and her business. 

GWBC^® has partnered with dozens of major companies who are committed to providing a sustainable foundation through our guiding principles to bring education, training and the standardization of national certification to women businesses in Georgia, North Carolina and South Carolina.

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