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HDMS059. Influence With Intention: Paid Partnerships That Still Feel Real

There’s a difference between being bought out and being backed up.

A lot of brands — and a lot of comedians, let’s be honest — still cringe at the idea of “paid influencer partnerships.” And yeah, if it’s just someone reading a script with zero connection to the product? I cringe too.

But here’s the truth: influence isn’t the problem. Strategy is.

This week’s module explored how OOFOS built its brand around authenticity with its “mOOvers” — public figures who endorsed them organically. But now they’re facing a key question: could paid partnerships help scale that same message to new audiences without losing credibility?

I think the answer is yes — if it’s done with intention.

Let’s talk about what I learned, what changed in how I view influencer marketing, and how creators can use paid partnerships to grow without ever sounding like a sellout.

I. What Module 4.5.2 Taught Me

This module put a spotlight on something a lot of brands — and creators — are still awkward about: paying influencers.

OOFOS has had legit success with its mOOvers — unpaid public figures who wear the product, love it, and talk about it naturally. That kind of organic endorsement is marketing gold. But there’s only so far you can scale with vibes alone.

So the big question was: Should OOFOS start paying influencers?

According to the frameworks from Maggie Malek and David Huang, the answer is yes — if it’s done intentionally.

Here’s the breakdown I learned:

Top-tier influencers (athletes, celebrity trainers) = great for awareness. They can introduce OOFOS to massive new audiences.

Mid-tier and vertical-focused influencers (PTs, fitness experts) = best for consideration. They explain why recovery footwear even matters.

Micro and long-tail influencers (nurses, runners, everyday people) = perfect for conversion. Their audiences are loyal, engaged, and ready to buy.

OOFOS has been hesitant because they don’t want to come off like every other brand reading off product copy on a podcast ad. Fair! But the thing is: paid doesn’t have to mean fake.

If OOFOS partners with the right people — folks who genuinely love the product, speak from lived experience, and aren’t just cycling through five other shoe deals — they can scale their impact without killing their vibe.

II. My Reflection – Influence Isn’t Bad (But It Has to Be Real)

I used to side-eye the word “influencer” like it was code for sellout. Probably because I’ve seen too many awkward collabs where someone with 400k followers suddenly starts pushing skincare they’ve clearly never used — and their followers can tell.

But this module made me pause. Because when you break it down, influence is just storytelling with a ripple effect. The real question is: whose story is being told, and does the storyteller actually believe it?

The part that shifted something for me was the idea of matching the right influencer with the right stage of the funnel. Like, yeah, a celebrity might get you reach. But it’s that local runner or nurse who actually makes someone go, “Wait… I need these.”

If I ever launch a product or even promote a big comedy project, I’d want to follow that same approach:

Start small: Reach out to people already in my corner — people who get the brand and want to share it.

Be intentional: Only collaborate with folks I’d be proud to sit next to on a panel, not just whoever has numbers.

Play the long game: Build something that feels community-backed, not commercially pushed.

Influence isn’t inherently fake. But when it’s done lazily, it feels fake fast. So the goal is simple: keep it real. Keep it aligned. And only say yes to what you’d believe in even if no one was watching.

III. Advice for Creators & Comedians – How to Use Your Influence Without Selling Out

You don’t need millions of followers to have influence — you already have it. If people trust your voice, share your work, or show up to see you perform, you’re influencing. The real challenge is learning how to use that power without losing what makes you human.

Here’s how to build your influence with intention, whether you’re sharing your work, promoting a show, or growing a personal brand:

1. Build trust before you try to sell anything

People will follow you for your jokes, your art, or your story — but they’ll stay for your consistency and honesty. If you only show up when you’re promoting something, your audience will feel it. Share your life, your process, and your values regularly so that when you do promote something, it lands with trust.

2. Speak in your own voice

If you sound like an ad, people will scroll like it’s one. Whether you’re announcing a show or plugging a product you actually believe in, talk like yourself. Use your tone, your references, your point of view. Audiences are allergic to forced language — especially when it’s coming from someone they once trusted for authenticity.

3. Don’t say yes to things that make you cringe

Your gut knows. Whether it’s a brand deal, a podcast guest spot, or even a collaboration — if it feels off-brand, out-of-pocket, or like something your audience wouldn’t buy, it’s okay to walk away. Influence isn’t worth anything if it disconnects you from your community.

4. Share the things you already love

The most powerful form of influence is enthusiasm. If you’re already telling people about a great book, a show you watched, a restaurant you tried — that is influence. The difference is: it doesn’t feel fake, because it isn’t. Get comfortable sharing things that matter to you. Your recommendations don’t need to be sponsored to be meaningful.

5. Think of your platform as a place of service

Even if you're not ready to call yourself an influencer, your platform still influences. Use it to share knowledge, build community, uplift peers, tell the truth, and make people feel seen. That’s the kind of influence that lasts — and actually makes a difference.

Bottom line: You don’t need a brand deal to be influential. You already are. The goal isn’t to be palatable to everyone — it’s to be unforgettable to the people who resonate with what you’re building.

TL;DR On Influencing with Intention

Influence isn’t something you buy. It’s something you build. And if you’re a comedian, creator, or storyteller, you’re already doing it — every time you speak, post, perform, or share something that makes people feel something.

This week’s module showed me that paid influence doesn’t have to be fake — and unpaid influence doesn’t always feel real. What matters is intention. Whether you’re promoting your own work or endorsing something bigger than you, it only works if your voice stays yours.

You don’t have to be a sellout to scale. You don’t have to go viral to be valuable. Just lead with clarity, community, and care — and let the rest follow.

I hope this lesson was as helpful to you as it was to me!!

Tchau tchau <33

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HDMS057. Don’t Blame the Magic — Blame the Witch: Managing Earned Media Risks

Earned media is powerful — but it’s not always polite. When someone else controls the story, things can go sideways fast.

This module was all about the messy side of going viral: damaged guitars, misquoted headlines, fake Amazon listings, and bots that accidentally respond to protestors. It’s about the risks that come when your brand — or your voice — becomes public property, and how to manage that without spiraling.

But here’s my take: Don’t blame the internet. Don’t blame virality. Blame bad prep. Blame poor planning. Blame the witch, not the magic.

In this post, I’m digging into what I learned, why creators need crisis plans just as much as companies do, and how we can all manage earned media without losing control of the narrative (or our cool).

So far, we’ve been hyping earned media for its power to build trust and spread awareness — but this week’s module flipped the script and asked: What happens when that power turns against you?

The answer? Chaos… unless you’re prepared.

💥 United Airlines learned this the hard way.

One ignored complaint + one viral YouTube song = massive PR fallout and a dip in stock price. That’s the thing about earned media: you don’t control the message. You can monitor, participate, even influence… but when someone’s mad, the mic is theirs.

⚠️ Darren Brown (OOFOS) highlighted other risks:

Misinformation — like third-party sellers listing products for half the actual price, creating a false perception of value.

Incomplete storytelling — media outlets might highlight one part of your brand and completely miss the others.

Reputation distortion — when the loudest take becomes the dominant narrative, even if it’s wrong.

🚫 Maggie Malek reminded us what not to do:

Brands like Skittles and Bank of America handed over too much control — turning their platforms into playgrounds for trolls.

Without a crisis policy or clear guardrails, edgy campaigns can crash and burn fast.

🔥 Sunil Gupta dropped the forest fire analogy:

Prevention = don’t have a dry forest. (Fix real problems before they go public.)

Response = act quickly when things catch fire. 42% of people expect a reply within one hour. 50% say they’ll stop supporting a brand if it stays silent.

The lesson? Earned media isn’t always flattering.

Sometimes, it’s a test of how fast and well you can recover.

And you better have a plan.

Here’s what this module reminded me: the internet isn’t always fair — but it’s always fast. And when things blow up, you don’t rise to the occasion… you fall to the level of your preparation.

I don’t think we should be scared of going viral. I think we should be ready for what happens when we do — because it’s not always applause. Sometimes it’s someone misquoting you. Sometimes it’s a troll thread. Sometimes it’s your work being reshared with the wrong context by someone with a massive following.

I loved Sunil’s forest fire analogy: you don’t prevent disaster by crossing your fingers. You prevent it by making sure you’re not sitting on dry kindling. In creator terms?

Are your captions clear, or could they be misread?

Are your jokes punching up, or setting you up?

Are your platforms easy to monitor and respond on?

I’ve learned that even small creators need a crisis checklist. Because one viral comment, one messy repost, one bad review — and suddenly you’re fielding a storm you didn’t plan for.

So no, I’m not afraid of the fire anymore. But I am stocking up on water.

If you’re sharing anything bold, personal, or opinionated online — backlash isn’t a matter of if, it’s a matter of when. That’s not pessimism. That’s prep work.

Here’s how to protect your voice and your peace when earned media turns messy:

🔍 1. Monitor Before You Panic

Not every negative comment is a crisis. Start by checking the tone, the traction, and whether it’s isolated or trending. 💡 Tip: Set up Google Alerts for your name/show. Or just check your tagged content more intentionally.

🧭 2. Decide: Engage or Let Your Community Respond

If it’s misinfo, clarify it. If it’s criticism, consider the tone. If it’s trolling? Let your audience speak for you — if you’ve built one. 💡 Tip: Your best defense is an audience that trusts you. Invest in connection now, not just when you're under fire.

🧵 3. Control the Links (and the Narrative)

Like OOFOS learned, one shady Amazon link can confuse your entire pricing model. 💡 Tip: Use tools like Linktree or Komi to control what people share. And make sure your link is the most accessible one.

📄 4. Have a Mini Crisis Plan (Even If You’re Solo)

Yes, even for comedians. 💡 Keep a doc with:

Who to contact if things escalate (trusted peer, platform support, PR friend)

A one-liner for misquotes

Your actual stance on things you talk about publicly

So when you’re stressed? You’re not scrambling.

🧠 5. Own Your Mistakes — But Don’t Apologize for Existing

Made a mistake? Take accountability. Got misread while being authentic? Don’t shrink. 💡 Rule of thumb: Be human. Not a robot. Your audience can tell the difference.

You don’t need to control the conversation. But you do need to be ready when it turns on you. Build your fire extinguisher now — before the sparks start flying.

Earned media can elevate you — or expose you. But either way, it reflects you. That means you don’t get to control the narrative… but you do get to prepare for it.

This week’s takeaway? Don’t fear going viral — just fear not being ready. Build your community, monitor your mentions, stay grounded in your values, and make sure the story being shared is one you’re proud of… or at least one you’re equipped to respond to.

Not every joke will land. Not every post will be understood. But if you stay intentional, consistent, and honest — you’ll survive the fire and keep the mic.

I hope this post was as helpful to you as it was to me!

Tchau tchau <33

[laurafaritos]

HDMS056. Luck Isn’t a Strategy — But You Can Create It On Purpose

Virality sounds glamorous until you realize… it’s kind of chaotic. It can launch a brand — or bury one. It can build momentum — or distract you from what actually matters. This week’s lesson made it clear: you can’t rely on going viral, but you can create the conditions where it’s more likely to happen.

From the Dollar Shave Club comedy video that blew up with no budget, to e.l.f.’s TikTok success, to OOFOS landing an NFL partnership after handing out samples at a convention — the through-line wasn’t luck. It was planting seeds, staying curious, and showing up with something worth sharing.

This post is about what I learned, how it’s changing the way I create, and why comedians and content creators should stop chasing virality — and start building ecosystems that invite it.

This week’s module was a reality check in the best way: you can’t build a business on the hope that something goes viral — but you can build a strategy that gives virality a chance to happen.

We heard from several experts who broke down different sides of this:

💬 Ben Kirshner (Tinuiti)

Believes virality can be created — if the content is funny, unique, and timed right.

Example: Dollar Shave Club’s viral video wasn’t fancy or expensive — just funny, scrappy, and authentic.

Even though the founder didn’t expect billions of views, the approach made virality possible.

📸 My favorite campaign? “Shot on iPhone”

It made people feel proud of what they could create with something they already owned.

That campaign built emotional connection and brand trust — the kind of marketing that lasts longer than a trend.

🏈 Darren Brown (OOFOS)

Calls viral moments “strategic luck.”

OOFOS built relationships by giving people real experiences with the product — like handing out shoes at a trainer convention, which led to long-term partnerships with NFL players.

Instead of chasing fame, they planted seeds. Then they harvested trust.

📊 Maggie Malek (MMI Agency)

Her advice for new brands? Stop chasing virality.

Focus on the basics: searchability, reviews, brand presence, consistency.

Be there for your audience when it matters — that’s what makes them talk about you later.

The big takeaway? Virality is a spark, not a strategy. If it happens — amazing. But your real job is building something worth sharing before the spotlight ever hits.

Once upon a time (read: 2016), I thought the goal was to “go viral.” That if I could just hit the algorithm at the right angle with the right joke at the right time, then my career would take off. Now? I think that mindset actually held me back.

What I’ve learned — both from this module and from real life — is that virality isn’t a strategy. It’s a symptom. It’s what happens after something genuinely resonates. And you can’t fake resonance.

When I think about Apple’s “Shot on iPhone” campaign, it wasn’t the photography that sold me — it was the emotion behind it. It wasn’t about showing off the camera; it was about celebrating creativity in real people. That made me trust them. That made me consider switching phones.

As a creator, I’ve learned that chasing trends, forcing punchlines, or over-engineering every post just makes me sound like… a brand. And not in the good way.

But when I focus on sharing stories that move me, jokes that make me laugh, or moments that make me feel something real — the audience responds. Sometimes that turns into reach. Sometimes it just turns into trust. Either way, that’s the win.

So no, I’m not chasing virality anymore. But I am building a body of work where if the right person sees the right clip at the right time… I’ll be ready.

Here’s the truth most creators won’t say out loud: trying to go viral will burn you out. It’ll have you second-guessing your ideas, chasing trends that don’t fit your voice, and obsessing over numbers that don’t actually mean anything long-term.

But what if you stopped chasing? What if you started planting seeds instead?

Here’s how to “strategically create luck” without sacrificing your sanity (or your soul):

🌱 1. Create the conditions for magic — then step back

Design content that’s easy to share, quote, remix, or react to. But don’t make it just to go viral — make it because it’s true, fun, or honest. 💡 Tip: Focus on moments, not metrics. A single line that hits hard can be more valuable than a polished trailer.

🤝 2. Put your work where the right people will find it

Darren didn’t chase celebrities — he gave away shoes at a convention. That led to NFL partnerships. 💡 Tip: You don’t need a huge audience — you need the right eyes. Focus on getting in the room (or inbox) with people who care.

🧠 3. Build brand memory, not just brand buzz

Virality fades. Connection sticks. Be the comic, the podcaster, the creative who makes people say, “I love what they’re about.” 💡 Tip: Use consistency and storytelling to create long-term loyalty — not just spikes in attention.

💬 4. Remember: your job isn’t to trend — it’s to resonate

If something you made goes viral? Amazing. But the real win is when your audience stays. Shares your work. Quotes you to their friends. 💡 Rule: Build a platform that deserves a viral moment, not one that depends on it.

Virality is a guest star. Your content? That’s the main character. Focus on building something real — and let the internet do what it does when it’s ready.

Virality can be thrilling — but it’s not the goal. The real goal is trust, connection, and consistency. That’s what turns a one-time viewer into a long-term fan. That’s what leads to brand deals, booked shows, and actual career sustainability.

This module reminded me that while you can create the conditions for virality, chasing it as your only strategy is like trying to win the lottery with your rent money. It’s fun when it happens — but your business should still stand if it doesn’t.

So plant the seeds. Make great content. Stay honest. And if a viral moment shows up? Smile, thank it for its time, and keep building anyway.

I hope this post was as helpful to you as it was to me!

Tchau tchau <33

[laurafaritos]

HDMS055. Virality Isn’t Luck — It’s (Mostly) a Formula

For years, I thought virality was random. Like, you just posted at the right time, hit the right nerve, or got lucky with the algorithm gods. But after this week’s module, I’m starting to see it differently. Virality isn’t magic — it’s math, emotion, and momentum.

We looked at why people actually share things (spoiler: it’s not just giveaways and hashtags). It’s about content that makes people feel seen, moved, or connected. And in this post, I’m breaking down what I learned about amplifying earned media, why e.l.f.’s TikTok strategy hit harder than most ad campaigns, and how creators like us can bake “shareability” into our work — without selling out.

If you’ve ever wondered how to go viral on purpose — or at least make your work more spreadable — this one’s for you.

This module dove into the part of earned media that everyone wants — the part where your content spreads on its own, without paid ads or forced promotion. That magic moment when someone shares your video, your joke, your story — and suddenly, other people do too. That’s amplification. That’s what makes earned media work.

But what actually drives that kind of sharing?

We broke it down into two motivators:

Intrinsic motivations — like identity, humor, inspiration, or relatability. These are the “omg this is SO me” posts people send to friends or repost without being asked.

Extrinsic motivations — like giveaways, discounts, or perks that offer something tangible in exchange for sharing.

The lesson? People share content when it makes them feel something. Emotion is the engine. If you make someone laugh, cry, gasp, or scream-laugh-text a friend — congrats, you’re in business.

But there’s a catch: high-entertainment content can sometimes fail to deliver a brand message. That’s why the sweet spot is content that’s both emotional AND aligned with your values or product. Enter: e.l.f.

The e.l.f. team engineered a viral TikTok campaign by:

Following organic signals (#EyesLipsFace had millions of views before they intervened)

Creating an original song to inspire user-generated content

Leaning into the platform’s creator-first culture

The result? 8 billion views and a campaign that didn’t just advertise — it invited participation.

That’s the big takeaway: you can’t force virality, but you can design for it. And when it works, your audience becomes your best marketing team.

Okay, let’s talk about one of the first pieces of “earned media” I ever accidentally created: the time I wouldn’t shut up about Nescafé Gold Espresso.

Here’s the story. I used to think I hated coffee. Truly. Couldn’t stand the smell. But one day, while getting my hair done, I was exhausted and gave in when my stylist offered me some. Turns out, it wasn’t just any coffee — it was this silky, espresso-meets-milk magic that changed my entire personality.

I told everyone. No brand deal. No affiliate link. I just… shared. Because I wanted people to experience the same “Wait… I actually love this?” moment that I had.

That’s intrinsic motivation in action. I wasn’t doing it for a coupon or a reward. I was doing it because the content (aka the drink, in this case) genuinely surprised me — and I felt connected to it. I wanted to share that feeling. That relatable shock.

This module helped me realize that the same logic applies to content. If you post something that feels real, funny, or emotionally charged — your audience doesn’t need a CTA to share it. They’ll just do it. Because it made them feel something they want someone else to feel too.

That’s what I’m focusing on now: creating content that people want to pass on because it feels like them. Not just “here’s my project” — but “here’s a moment that makes you feel something.”

If you’re a creator, you’ve probably heard this before: “Just make it go viral.” Cool. Great. Love that for us. But how? And without turning into a brand that sounds like it’s trying too hard?

Here’s what this module helped clarify: you don’t need to force virality — you just need to understand what makes people want to share.

Let’s break it down:

🔄 1. Make it emotional or “so me”

Your audience shares stuff that makes them feel something — or makes them look funny, smart, cool, or seen. 💡 Try:

Personal stories that hit

Jokes that double as identity statements

Bits that mirror common experiences (especially ones we don’t talk about)

🤳 2. Design for participation

What made e.l.f.’s TikTok campaign so successful? It didn’t just present something — it invited people to join in. 💡 Try:

Using a punchline that others can remix or quote

Asking a question that sparks replies

Creating a format people can copy or duet

🧠 3. Start with the moment, not the message

People don’t share “check out my show” — they share the clip where you made them spit out their drink. 💡 Tip: Clip the moment first. Drop the link later.

⚖️ 4. Balance strategy with soul

You don’t need to be a marketing robot to make viral-ish content. You just need to know what moves people — and then wrap your message in that emotion. 💡 Rule of thumb: If it sounds like an ad, cut it in half. If it sounds like a confession, it’s probably perfect.

Shareable content is emotional, relatable, and remixable. It’s not about tricking people into sharing — it’s about giving them something they want to pass on.

Virality isn’t luck — it’s (mostly) a formula.

People share content that moves them, reflects them, or makes them feel something. The e.l.f. TikTok campaign didn’t go viral by accident — it hit the right platform, used the right tone, and invited real participation. That’s the playbook.

As a creator, your job isn’t just to perform — it’s to create moments that people want to carry with them. Whether it’s a joke, a clip, a reminder, or a story — the more “this is so me” energy it has, the more it spreads.

Design with feeling. Create with intention. And give your audience something they’re proud to repost.

I hope this blog post was as helpful to you as it was to me!!

Tchau tchau <3

[laurafaritos]

HDMS054. Your Audience Is Already Talking — Are You Listening?

You ever post something and then just… disappear? No judgment — I’ve done it too. But this week’s module made something crystal clear: if you’re not listening to your audience, you’re missing half the conversation.

Earned media isn’t just about being talked about — it’s about paying attention to how you’re being talked about, and deciding when to jump in. From McDonald’s switching to paper straws after customer backlash to Oreo’s now-iconic “dunk in the dark” tweet, this lesson showed that monitoring and participating in real time can be just as powerful as any planned campaign.

So in this post, I’m breaking down what I learned, how I’m applying it as a creator with no PR team, and how comedians and creatives can start building real audience connection — not just clout.

This week’s focus was on how to actually engage with earned media — not just hope for it. Sunil broke it down into five steps (we’ll hit the rest later), but this module zoomed in on the first two: monitoring and participating.

👀 Monitoring = Listening

Monitoring means paying attention to what people are saying about your brand — not through surveys or analytics dashboards, but in real time, on social media, review sites, and public forums. Think:

Reading DMs and Threads replies

Scanning hashtags and tagged posts

Checking comments for patterns (not just compliments)

Companies like McDonald’s and Adidas didn’t change their behavior because of ads — they listened to unfiltered feedback about plastic waste and took action. Even Porsche used social media reactions to prepare for backlash before launching a family SUV. And Hawaiian Airlines found proof that their seat upgrades were working — just by reading TripAdvisor.

🗣 Participating = Joining the Conversation

Then there’s participation: stepping into the conversation without hijacking it. That means responding in real time, asking for input, and creating opportunities for the audience to lead.

Like when Oreo tweeted “you can still dunk in the dark” during the Super Bowl blackout — and their follower count skyrocketed. Or how Burberry and Apple used customer-created content as both social proof and marketing assets.

It’s not about control — it’s about responsiveness. Earned media gives you insights you didn’t pay for. But they’re only valuable if you’re actually paying attention.

So… confession time: I used to read every comment, every DM, every tagged post — but never respond. Not because I didn’t care, but because I didn’t want to mess up the vibe. I didn’t want to say the wrong thing, come off cringey, or make it too obvious I was lurking. But honestly? That was a mistake.

This module reminded me that listening is only half the job. The other half is joining the conversation in a way that adds value.

When I look back at some of my best-performing shows or posts, it wasn’t the ones with the most views — it was the ones where people talked back. They told me a joke stuck with them. They quoted a podcast moment days later. They tagged their friends with “this is so you.”

And every time I replied — even if it was just a quick “I’m crying, thank you 😭” — the connection deepened. They weren’t just watching. They felt seen. That’s earned media in motion.

I’m learning to treat social media like a green room, not a stage. A place to hang out, swap thoughts, and show up like a real human — not just a performer. Monitoring is cool. But participating? That’s where the real community grows.

Let’s be honest — most of us are way more comfortable performing than listening. But in today’s digital world, listening is part of the performance. If you want real growth, real loyalty, and real buzz, you have to do more than post. You have to participate.

Here’s how to start without feeling overwhelmed:

1. Monitor with intention (not obsession)

Set a weekly check-in where you read DMs, mentions, comments, and reviews. Look for patterns. Are people quoting you? Re-sharing a certain clip? Struggling with something your content touches on? That’s data — and it’s free.

2. Make your content comment-friendly

Ask questions. Invite reactions. Say “Tell me your version of this” or “What would you have done here?” Let the audience co-create the moment. This builds more engagement than any CTA at the end of a reel.

3. Respond to earned media when it happens

Someone makes a meme out of your joke? Repost it. Someone writes a mini-review in your DMs? Screenshot and share it (with consent). Someone criticizes something fairly? Thank them and grow. That’s public humility — and it’s powerful.

4. Turn small conversations into big ideas

Your next live show title, podcast episode, or digital product idea could be sitting in your comments right now. Mining feedback isn’t just reactive — it can be creative.

You don’t need a team or a fancy dashboard to do this. You just need curiosity, consistency, and a willingness to respond when your audience says, “Hey… this meant something to me.”

People are already talking about your work. The question is — are you paying attention?

This week’s lesson reminded me that earned media isn’t just a marketing term — it’s what happens when real humans connect with your work and decide to talk about it. You don’t need to “go viral” to benefit from it. You just need to listen, show up, and respond like the community-builder you are.

Monitoring and participating aren’t extras — they’re the foundation of a creative career that lasts.

I hope this blog post was as helpful to you as it was to me!

Tchau tchau <33

[laurafaritos]

HDMS053. You Can’t Buy This Kind of Buzz — But You Can Earn It

We all have that one product we didn’t even know we needed — until someone else swore by it. No ad. No influencer. Just a random person or a friend saying, “Trust me, you need this.” That, my friends, is earned media. And it works.

This week, we stepped into the world of earned media — aka when people talk about your work without you asking them to. It’s powerful, unpredictable, and free. In this post, I’m breaking down what I learned about how brands like e.l.f. and OOFOS are embracing earned media to build awareness — and how comedians and creators like us can do the same… without needing to “go viral” on command.

If you’ve been focusing only on what you say about your work, it’s time to start thinking about what people say when you’re not in the room. This module introduced us to the third major pillar of customer acquisition: earned media — and honestly, it’s giving “word of mouth, but make it digital.”

Earned media is what happens when people talk about your product without being paid or prompted. Think TikTok reviews, quote tweets, audience selfies after a show, or your friend texting you “you have to try this.” It’s free, powerful, and arguably way more trustworthy than anything you could say about yourself in an ad or newsletter.

We saw this in action with e.l.f. Beauty, when a mom filmed herself at Walmart raving about a $5 concealer. It wasn’t sponsored. It wasn’t branded. It was just real — and it blew up because it resonated with the audience. The company didn’t make that moment, but they’d earned it through consistent values, pricing, and accessibility.

OOFOS, the recovery footwear brand we’ve been studying, is also learning to lean into earned media. Their team knows that earned media isn’t about direct sales — it’s about building awareness, getting people to know the brand exists before they’re ready to buy. The downside? It’s harder to track and control. But the upside? You don’t need to pay for reach when people are voluntarily spreading the word.

The big takeaway? You can’t control earned media — but you can influence it.

Let me be real: no amount of strategy or schooling can beat the power of someone saying, “You HAVE to see her live.” Some of my best career moments weren’t the result of a perfect pitch or polished promo — they were sparked by DMs, tags, or someone casually mentioning me in a group chat.

Case in point? I used to think I hated coffee. Like, deeply. I’d refuse it every time. But one day I was at the salon, exhausted, and my hairstylist handed me a cup of something magical: Nescafé Gold Espresso, brewed into milk with a little sugar. It changed my life. I went from “I don’t drink coffee” to “I will fight someone for this.” No ad could’ve done that — but a trusted recommendation + perfect timing? Game over.

That’s the power of earned media. It feels organic. It feels honest. And it sticks. That’s the energy I want to replicate in my creative work — not just making stuff, but creating moments people want to talk about. Whether it’s a standout bit from a live show, a line from a podcast episode, or a behind-the-scenes clip that makes someone laugh unexpectedly — I want to be share-worthy, not just post-worthy.

And as someone who's neurodivergent, I’ve learned that I remember things best when they come from people I trust — not polished content. If I’m like that, I know my audience probably is too.

You don’t need a New York Times feature or a viral TikTok to benefit from earned media. For comedians and creators, earned media can look like:

A fan posting your joke on Threads with “I can’t stop thinking about this”

Someone telling their friend, “You have to come to this show next time”

An audience member tagging you in a blurry selfie with “She KILLED tonight”

A fellow creative recommending your podcast because it made them feel seen

That’s all earned media. And if you’re not paying attention to it, you’re missing out on free proof that your work is resonating.

Here’s how to build your earned media muscle without chasing clout:

💡 1. Create “shareable moments” on purpose

Plan for the parts of your show or content that are likely to be repeated. Punchlines. Visual gags. One-liners that hit. If you’re creating podcast clips, ask yourself: “Would someone DM this to a friend?”

💬 2. Make it easy for people to talk about you

Have your social handles visible at live shows. Use a consistent hashtag. Include a callout like “Tag me if you come!” or “Tell me which joke broke you.”

🎯 3. Amplify earned media when you see it

When someone shares a post, responds to your story, or mentions you in a review, re-share it and say thank you. That gratitude creates a feedback loop — and it encourages others to do the same.

🧠 4. Measure it your own way

No, it’s not always trackable through dashboards. But you can keep a folder of screenshots, testimonials, and sweet DMs. Use them as social proof later — or just as motivation when imposter syndrome hits.

You don’t need to be famous. You need to be talked about. And that starts with creating work worth remembering — then giving people the tools to carry it forward.

Earned media isn’t something you buy — it’s something you deserve. When people talk about your work, unprompted and unpaid, that’s the highest compliment. And the best part? It’s often more persuasive than any ad you could run.

So whether you’re a comedian, podcaster, or chaotic little creative trying to build something real: start thinking about what makes people want to share your work. Create for connection, not just conversion. And remember — buzz doesn’t always come from shouting. Sometimes, it starts with a whisper that spreads.

I hope this post was as helpful to you as it was to me!!

Tchau tchau <3

[laurafaritos]

HDMS052. Stop Sending Boring Emails — Here’s What to Do Instead

Raise your hand if you’ve ever gotten a marketing email that felt like it was yelling “BUY THIS” and nothing else 🙋‍♀️

Yeah... Same.

For a long time, I thought email marketing was just that: loud, repetitive, and low-key annoying.

But this week’s module flipped that.

Turns out, email works best when it stops acting like a megaphone and starts acting like a story.

In this post, I’m breaking down what I learned about evolving email marketing — from product blasts to personal connections — and how I’m using that to make my own emails feel more like love letters and less like corporate spam.

If you’ve been relying on “new episode now streaming” or “tickets available” as your only email content… we need to talk.

This one’s for the creators who want to build trust, not just a list.

This module zoomed in on how email marketing can evolve past just product launches and become a way to tell stories, build trust, and nurture long-term relationships. Kate from OOFOS basically said what we’ve all been thinking: too many brand emails just say the same thing over and over — “new drop, new color, new sale.” But that’s not what gets people to care.

What’s working for OOFOS now? Sharing real-life stories. They’re featuring athletes and everyday people who actually use their products, weaving in testimonials, and creating content that ties into people’s goals, like New Year’s resolutions. That kind of mid-funnel content (for folks who are aware but not yet ready to buy) builds trust — and trust converts.

Another big theme was balance. You still need those broad emails that go to 500,000 people and bring in fast revenue. But layer in personalization — emails based on abandoned carts, product views, or behaviors on your site. They might have lower send numbers, but the return is way higher. Basically: email blasts bring visibility, but personalized follow-ups bring conversion.

The core idea? Stop sending content at people. Start sending content for them.

Okay, so here’s where I had an “oh no… they’re talking about me” moment. Because my emails? Up until now? Mostly just said: “Hey, I made a thing. Here’s the link. Hope you click, love ya, bye.”

But what I took away from this module is that email isn’t just a notification system — it’s a relationship tool. And if I’m only showing up in people’s inboxes when I want something, that’s not a relationship. That’s a one-sided situationship.

So here’s what I’m changing: I’m planning to build emails that add value, even if there’s nothing to promote. Things like:

Behind-the-scenes of my shows or podcast process

Reflections on building a creative business as a neurodivergent person

Quick lessons from my Harvard modules (like this one)

Stories from the audience or community

Encouraging reminders for creators who feel behind

I’m also starting to map out behavior-based emails. Like:

Someone viewed my podcast page but didn’t subscribe? I can follow up with “Want to know where to start?”

Someone downloaded a freebie but hasn’t bought the product? I can check in, not pressure.

Someone came to a show but hasn’t been back in months? I can send a “Here’s what you missed” recap and invite.

This kind of email strategy feels aligned. Less “I need to hit a sales quota,” more “Hey, I remembered you liked this and thought of you.”

If you're a comedian or creator who never touched a Mailchimp dashboard in your life — don’t worry, you’re not behind. You’re just about to do email better than half the brands out there.

Here’s the deal: Most creatives think of email as a place to announce something. But the real magic happens when you use email to connect between announcements. That’s what builds trust. That’s what makes people show up, share your work, and buy the thing without you hard-selling.

Here are 5 non-cringe emails you can send instead:

“Here’s what I’m working on (and why it’s messy AF right now)” Let people into the chaos. Behind-the-scenes is content.

“What I learned this week (so you don’t have to)” If you bombed, booked a gig, or survived a tech fail — share the takeaway.

“This made me laugh / cry / scream, so I’m sending it to you” Not everything has to be your content. Curation = connection.

“Story time: The weirdest thing that happened at last week’s show…” Real stories build emotional memory with your audience. And trust.

“I thought of you when I wrote this” Segment your list. If they clicked on a romance post before, send them the love-themed stuff. If they went for ghost stories? Hit them with the haunted content.

Treat email like a setlist!!!!

Mix your punchlines (fun stuff), your callbacks (references to older content), and your closer (aka CTA). Don’t do a full hour of “come see me live.” You wouldn’t do that on stage — don’t do it in someone’s inbox.

If your emails are just shouting “NEW SHOW! BUY TICKETS!” — no shade, but you’re missing the real opportunity.

This module made it clear: email isn’t just about selling — it’s about storytelling, trust, and showing up for your audience between launches.

Start small. Keep it human. And remember: your inbox game doesn’t need to be perfect — it just needs to feel real.

The boring blast era is over. Let your emails breathe a little. You might be surprised who clicks “reply.”

I hope this post was as helpful to you as it wad to me!!!

Tchau tchau <33

[laurafaritos]

HDMS051. Email Isn’t Dead — You Just Weren’t Using It Right

If I had a dollar for every time someone told me “email is dead,” I’d have enough money to ignore open rates completely.

But here’s the thing: email is very much alive — and outperforming social media in ways most creators and comedians don’t realize.

With an average click-through rate of 2.91% (higher than most display ads), email marketing is still one of the most powerful tools in the game — if you know how to use it.

In this post, I’m breaking down what I learned from Module 4.2.3 of the Harvard Digital Marketing Strategy course, why email works so well, and how I plan to use it to connect with my audience (without feeling like a pushy salesperson).

If you’re a creative who’s been sleeping on email because it sounds boring, here’s your wake-up call.

This module closed out the Owned Media section by focusing on one of the most underrated tools in digital marketing: email. And listen — I used to think email campaigns were just those 10% off Bed Bath & Beyond coupons clogging up my inbox. But no. When done right, email is a direct line to people who actually want to hear from you. That’s rare.

We looked at how email can be used for both customer engagement (aka building trust with people who already follow you) and customer acquisition (aka converting new people who are just starting to sniff around your brand). The big takeaway? Email works so well because it’s personal, targeted, and sits in a space people check every day: their inbox.

💡 Bonus stat that blew my mind: the average click-through rate (CTR) for marketing emails is 2.91%. That’s way higher than most paid ads. Especially in industries like hobbies, home & garden, and media — which are basically just code for “your aunt’s Etsy store, my plants, and this blog.”

We also looked at a case study from OOFOS, a shoe brand that segments their email lists between Workout Warriors (people who need post-run support) and Pain Sufferers (people who just need to walk without crying). Their strategy? Use email to educate, offer value, and follow up based on real user behavior — like cart abandons and past purchases. And guess what? It works.

So here’s the thing — I’ve avoided email marketing for years. Not because I didn’t believe in it, but because I didn’t want to become the human version of a JCPenney sale notification. You know? That fear of being annoying is real, especially when you're a creator who’s used to building community, not blasting offers.

But this module made me realize something: email doesn’t have to be loud to be powerful. It just has to be relevant. And when you’re building your own brand — with no algorithm to save you — email is one of the few tools where you own the audience. No shadowbans. No reach drops. Just direct communication with people who already said, “Yes, I want to hear from you.”

For me, that means building a segmented email list — one for comedy fans, one for fellow creatives/producers, and one for people who want behind-the-scenes content like the HDMS series. I’m not trying to send the same newsletter to someone who came to a live show and someone who wants email templates for comedians. Different needs, different vibes.

I’m also planning to make it feel personal — like a letter from a friend, not a brand. Whether it’s sending reminders about upcoming shows, sharing new podcast episodes, or dropping digital products, I want my emails to feel like a continuation of the relationship I’m already building on stage and online.

If you’re a creator who never studied marketing, here’s the truth no one told us in art school: you don’t need a huge audience to make email marketing work. You just need the right people on your list. Even 20 real humans on your list > 2,000 ghost followers on Instagram.

Here’s how to start using email without overthinking it:

Build your list early, even if it’s small. Got 5 people who DM you after every show? That’s your first email list. Make a Google Form. Add it to your Link in Bio. You’re already collecting an audience — now make it intentional.

Keep it conversational. Your emails should sound like you, not like a brand that panic-Googled “professional tone.” A little chaos, a little personality, a little “I almost forgot to send this” energy? Iconic.

Send emails with actual value. This doesn’t mean a free PDF or a whole course — sometimes the value is just reminding people you exist. Think: show dates, new content, lessons from behind the scenes, or a spicy meme that didn't make the IG cut.

Use basic segmentation. It sounds fancier than it is. Just ask people what they’re into when they sign up: “Do you want live show updates? Comedy deep dives? Producer tools?” Then tag them accordingly.

Don’t let perfectionism block you. Your first emails won’t be flawless. That’s fine. Start messy. Adjust as you go. Email is one of the only platforms where you can mess up quietly and fix it later — no algorithm judging you.

If you’re neurodivergent or easily overwhelmed, make it a monthly ritual. Light a candle. Write the email. Send it. Reward yourself. Email marketing isn’t just business — it’s intimacy at scale. It’s the difference between performing in a loud bar vs. writing someone a letter they’ll actually read.

Email isn’t dead. You just weren’t using it right — and tbh, neither was I. This week’s HDMS takeaway is simple: email works because it’s personal, permission-based, and actually gets seen.

Whether you're selling tickets, sharing content, or just trying to stay out of the algorithm’s chokehold, email lets you show up on purpose — not by chance.

If you’re a comedian, creator, or creative producer trying to market yourself without selling your soul, email might be your new best friend. Start small. Be real. Stay consistent.

And don’t forget to hit “send.”

I hope this blog post was as helpful to you as it was to me!!!

Tchau tchau <333