The Art of Creating Buzz
Created + Written by Briget Heidmous
The Art of series from Femme Fatale DC is a mini-series of self-paced workshops specific to retail entrepreneurs.
What’s Buzz?
The Oxford English Dictionary says, “an atmosphere of excitement and activity.” And that is what we are going for! Excitement and activity around our brands and offerings are valuable. As entrepreneurs, we need that attention to convert to sustainable income.
So, how do we do it?
No prescriptive path or formula applies to all brands, products, and service types. We’d love to give you a universally applicable guidebook - but we know that doesn’t exist.
What we can say is this. Brand awareness and excitement start with you.
In Brag Better, Meredith Fineman says, “You have to champion you.” She means speaking well of yourself and what you are offering, putting yourself out there. Say your name alongside contemporaries you respect. In short, join the conversation – include yourself.
Be mindful. People will remember you based on how they felt in your presence more than anything else.
Be aware of centering your name and narrative every time you contribute - make space for all conversation participants to participate. It is great to make observations that connect people in the group without putting your brand in the center.
Personal development is the way forward.
Let’s start with you. Because you are the main force behind your brand.
Do I have emotional and well-being support systems in place? (It can be as affordable as journaling, meeting a friend, and going outside. Or investing dollars in trusted guides and other resources.)
What are my personal requirements? (Income, recognition, safety, etc..)
What is my capacity? (Time, energy)
What commitments do I already have?
How do I enjoy engaging with others?
What do I want to do but feel scared to try?
Is throwing events right for me?
Are workshops right for me?
Is partnering with others right for me?
What do I want to offer, and what do I want to receive?
How do I want to feel while developing my brand?
Am I feeling ready to receive attention and feedback?
Nexus of Buzz: Where you, your brand, and your network meet.
Approach these questions with The Growth Mindset or The Beginner's Mindset - go through your answers independently first. After that, call the person who will review your answers, supporting you in achieving the best possible outcome. The “supporting you” part is very important - hiring someone can be worth the investment.
What is the most exciting thing about my brand? (Hint: The thing you are most excited about might not be the thing that MOST people are tuned into. What do most people get excited about when you talk with consumers and contemporaries?)
What keywords do I want people to use when discussing my brand?
What kinds of conversations do I want to join?
What kinds of conversations do I want to start?
Put your answers to these questions into a 1 - 3 sentence statement you can share with your community.
Example:
What is the most exciting thing about my brand?
Giftable
What keywords do I want people to use when discussing my brand?
Colorful with mass appeal
What kinds of conversations do I want to join?
Gifting trends.
Shopper habits and projections.
What kinds of conversations do I want to start?
How do we make gift buying easy in the hybrid work environment?
“Goods by My Brand are giftable and colorful, with mass appeal. We want to know a few things: who are you shopping for, what are you buying, and where do you want to buy it?”
Buzz doesn’t happen in a bubble. Attention and activity around our brands and offerings are things we cultivate through our networks. We cannot have buzz without community hype – that’s a fact.
Once you have identified your points of excitement and the conversations you want to have, move on to the who, where, when, and how of it all.
Who do I want to tell my story to?
Who do I want to celebrate my brand and offerings?
With whom do I want to grow?
Who inspires me?
How can I learn from them without the pressure of becoming them?
Where do I want to have conversations that create excitement?
Where are these conversations already happening?
Where do I want to spark conversations about the most exciting parts of my brand?
How might I cooperate with others to start or continue the conversations needed?
And finally…
What amplifying groups or existing networks might I actively participate in?
Who is able and willing to uplift my goods and services to an attentive audience?
Amplifying with amplifiers.
Amplifiers are connectors. And we know how valuable connectors are to the progression of society. These people (and entities) will put your name in for that job or opportunity. They will create space for you to put your best foot forward.
The most important things to do when partnering with any amplifying network or individual are:
show up
keep your word
prepare to reciprocate
share space and representation
uplift your connector
shout out to your contemporaries with real compliments; nothing says confidence like uplifting the names of the people you are growing alongside.
The best connectors amplify the buzz you already have without creating a hive mentality. This means that you can maintain your brand authenticity while participating in growth opportunities - and this is rare.
Femme Fatale DC is an amplifier.
Femme Fatale DC is an amplifier that encourages you to be yourself while you build your brand.
For brands with retail-ready goods, having your products in a merchandised store with an active social and economic presence is distinctly valuable for growth. Entrepreneurs featured in our shop are encouraged to list Femme Fatale DC as a stockist, linking to our website or Instagram.
For those interested in participating in the Femme Fatale DC ecosystem of amplification, completing this workshop with help you prepare mentally and practically in the shop and events spaces.
Keep going!
We say this often, and we mean it. Cheering you on from here!
