Podcast

Cannabis Treats for Your Pets with Treatibles’ Founder Julianna Carella

Julianna Carella is an entrepreneur, innovator, visionary, and expert. She is the CEO and Founder of Treatibles, a hemp wellness nutraceutical company for pets and humans, and also an offshoot of a company she first created called Auntie Dolores. 

Listen in to this episode as Julianna, a staunch advocate of the cannabis movement displays her deep commitment to providing the highest quality products. She shares with us the wisdom of running a business that has been at odds with legal authorities for long and has given her seemingly insurmountable odds but has in the same way given her incredible rewards, nonetheless.


The thing I would say would be to really take a look at the landscape of what’s out there now. Because the reality is any product that’s going to do well, it’s gonna do well because it’s unique or that it satisfies a problem. It fixes a problem in society. Julianna Carella


Download The Episode Companion For This Episode

Some Topics We Discussed Include:

[01:53] – What she is focusing on at this time

[03:00] – How she ended up in the CBD space

[07:47] – What were the challenges she had to endure since she started out

[14:07] – What she loves about her team

[16:06] – From local, to national and now an international brand

[21:31] – Necessary steps to have to gain brand exposure

[33:14] – What big advantage does media exposure have these days

People Mentioned / Resources

Connect with Julianna Carella

Connect with Sonia Gomez

 

Transcript:

Sonia Gomez: Hello! Hello, everybody! Welcome to another rockstar episode of the Hemp Revolution. I’m your host Sonia Gomez, and we are blazing in live from Denver, Colorado. Today, we are going to be talking to yet another boss babe in the cannabis and hemp movement. Julianna Carella is the embodiment of the successful serial entrepreneur, which by the way is not always true as one of the fearless focused driven trailblazers in this industry. She has launched two different brands. I’m sure many more and she has been a part of the launch and growth of our business. I just found out that they were in the media over 100 times just last year alone. And these two incredibly successful brands are two of the incredible notches that are on her entrepreneurial belt. No one can give the background of these businesses or the journey that this entrepreneur has gone on better than from straight from the horse’s mouth. So, without further ado, give a nice warm welcome to my guest, Ms. Julianna Carella. Hey girl, how are you?

Julianna Carella: I’m good! Thank you so much for having me.

Sonia Gomez: I’m so excited to have you. Always a pleasure and an honor to share the mic with another boss babe in the industry. This is like overtaken by hairy white men all the time. So, having pretty smart girls on the show is awesome.

Julianna Carella: Agree! Thank you.

Sonia Gomez: You’re in the Bay area, you know, that’s true girl.

Julianna Carella: Yes, it is.

Sonia Gomez: So, tell me a little bit about, I want to dive into all of the things, but before we do, tell me a little bit about, or our audience a little bit about who you are and what you’re currently doing in the industry and then we’ll talk about some of the history stuff, too.

Treatibles As Her Focus At This Time

Julianna Carella: Sure! Well, these days I’m focused on the CBD space for animals and humans at Treatibles, has been really busy for us and so that’s been my main focus. And, as you probably know, our business has changed a lot over the years, so, it’s fun to be focused on this. We’re a national brand because of it being a CBD from hemp products. So it’s been really exciting to grow the brand nationally and now we’re moving into international markets as well.

How She Ended Up In The CBD Movement

Sonia Gomez: Congratulations! What a big deal. Distribution is a huge challenge for a lot of people that are in the industry, but that’s like third-tier challenge compared to the other like, you know, banking, marketing, advertising, building, stabilizing your supply chain, like just these everyday things that seem like they should be pretty simple for business owners. It seems like you guys have it figured out well enough that you can infiltrate international distribution. So, that’s amazing! How did you, what’s your background? Like, how did you end up in the CBD movement?

We ended up in the CBD movement via the THC movement actually because when we started Auntie Dolores in 2008, nobody really knew about CBD.-Julianna Carella Click To Tweet

Julianna Carella: Well, we ended up in the CBD movement via the THC movement actually because when we started Auntie Dolores in 2008, nobody really knew about CBD. It was all about THC and we were making products for humans. We had some really interesting THC edible products, that became really popular. And auntie Dolores is known for savory edibles. So, we were one of the first companies to introduce like healthy and sugar-free edibles into the market here in California. So, that was really exciting and a lot of fun, a very different business than what Treatibles has become because Treatibles is a CBD company and we’re using hemp. So, it’s easier for us to build a national brand, just from that alone. So, tobacco, to answer your question a little bit better. In 2008, we didn’t know about CBD. It wasn’t until about 2010 thanks to, you know, project CBD and a few other important people and organizations, CBD became more well-known and we immediately started planting CBD strains up in Mendocino County and actually started to work with it, started to develop different products. We started developing animal products in 2012 and launched Treatibles in 2013. And mind you, when we launched Treatibles in 2013, we were still using cannabis to extract CBD because hemp was not available in that way that it is now. So, we moved from cultivating cannabis, THC strains to cannabis-CBD strains, and now we’re cultivating hemp-CBD. So it’s been a real metamorphosis for our company.

Sonia Gomez: Yeah. Really amazing transition. My mom owns property out in upper Lake in Mendocino County and Saratoga farms was a family-owned farm of ours and my husband and his ex-wife, who by the way is like top-notch herbalist, absolute incredible healer and creates an amazing little, I call them single batch artisan products, right. So, so we have an extensive history in creating like personal care products. I cut my teeth as an entrepreneur selling their products and they quite literally up in Mendocino County, and in the Emerald triangle and such, used to grow the aromatic herbs and medicinal herbs including cannabis and some had strained and would distill them down in this like hand-hammered copper distillery, get the essential oils and fuse them with, you know, olive oil from Hopland and all over the place.

And so that, that exact same 18-acre farm is now under my mother’s care and it has a beautiful lavender farm and gorgeous plants. It’s just such an amazing, magical place. So, I have my, like, hundred percent staff seal of approval of product and the farmers that are coming out of there just to see those fully vertical companies that have been able to make the transition with the metamorphosis of the industry has been really amazing to watch and even more exciting to support now that I’m on this side of the garden. You know, it’s a big, big deal. We came out of Mendocino County to come into Colorado to help write the legislation that would legalize cannabis for a profit model here. So, it’s amazing. It renders me speechless to see how big the transition has been.

 And it sounds like you have been a part of it since kind of the beginning of time. If you are launching products 2008, ’12, ’13, like you’ve been in this space for a long time. Talk to me about the temperature and some of the challenges. This is always like, the hemp revolution is really chockfull of challenges and a lot of the people that come into this space have these visions of grandeur. They think they’re going to jump into the new age gold rush. They’re going to, you know, strike it rich on their first try. And there’s really surprise to find out that you can’t run banking or advertising or merchant processing or like all of these different otherwise normal things that you would use to operate a business or unaccessible. To us, those are the only most famous challenges. Talk to me a little bit about your guys’ growing pains and, and what you’ve had to overcome as a team and as a company and as an entrepreneur.

Julianna Carella: Yeah. Well yeah, I tell ya..

Sonia Gomez: I’ll send you into PTSD or anything

The Challenges Through The Years

Julianna Carella: Cannabis is war for, I mean, products we make have helped us stay tenacious and you know, grounded I guess you could say. Cause there’s certainly been plenty of challenges and there’s definitely been plenty of moments where I’ve thought to myself is this really happening? Like do I really? Did I really just lose my bank? Do they really just closed my bank account? Oh, do I really just find out that we don’t have merchant processing? Oh, PayPal just shut us down. And then Shopify just shut down our website just out of the blue. I mean, it’s been a succession of incredible challenges since day one. And yet, the rewards are so incredible that they still make up for those challenges. So, I just want to preface everything I say with that because you know, when we start to talk about the challenges and cannabis and habits it can get, I don’t want to sound like a negative Nelly, right? But it is really challenging. And I think for us specifically, because we moved from cannabis to hemp, one of the main drivers for that was, thinking that maybe operating in the hemp space was gonna be a little easier. We’ve really come to find out now, especially ironically since hemp was removed from the controlled substance act, which was another moment that we anticipated a shift in that things would become easier in many regards. They’ve actually become more difficult. It’s just, there’s always challenges. I don’t know how to get around it or, you know, try to encourage people to keep moving forward with their business plan and their ideas and their visions.

I mean, you just can’t get bogged down with these challenges. And, it can be very it can be very tough on the spirit of the staff. You know, we tap all these challenges. It’s constantly making us reevaluate our intention in this industry and really stay grounded with this concept that we’re here to help people and pets. And that is the number one underlying you know, philosophy of this company. And it’s the one thing that we always have to like turn to and remember when times are hard and that those rewards truly do outweigh the challenges of it. It is something that we have to remind ourselves quite often so that we can just stay positive.

Sonia Gomez: You know, I think that there’s like the candy crush side of the industry, right? Where you’re just like, fuck yeah, everything is awesome. It’s all fun. You’re at festivals, people are wearing your swag and they’re smoking your weed. And it’s like, yeah, I’m cool. Right? And then there’s the other side of it that really humanizes the industry where things are not so perfect. They’re not so glamorous. That’s not so exciting. But it’s really, I love the word that you used, you have to have the tenacity, you have to be extremely tenacious and to be able to, you know, stomach the inevitable roadblocks that come along with your involvement with still a very real scheduled one substance. Right. And I think that you know, people were celebrating in the streets and popping, you know, their bottles of champagne and all of this stuff when the farm bill cross.

With the passing we think that they're throwing up their white flag and at the same time it opens up a huge floodgate for what I'm calling the third tier business owners to come in with big money. -Julianna Carella Click To Tweet

But I think that that was premature because with the passing we think that they’re throwing up their white flag and at the same time it opens up a huge floodgate for what I’m calling the third tier business owners to come in with big money. You know, a lot of capital, a fucked-up mentality of how they’re going to overrun the entire, excuse my language by the way. I’m just like, I talk like I’m talking to my friends, right? Like there’s so many different media outlets that want to position, like, use positioning, right? Like, oh, this is this whole fantastic thing. But I think we’ve been really successful because we can be raw and real about the facts behind the fiction of what we get to see every day. And what we see everyday is really glamorous. It’s glossy advertisements and the hooks and the, you know, the big banners that say like, join the green fit. This is all very sexy, but it’s almost pornographic for the industry. And when it comes down to it, the business owners who are in the same mentality as you about being committed to helping people, feeling, feeling the heartfelt reward of the those story or the experience or you know, what the transformation that your clients are experiencing is the thing that keeps you getting up out of bed to take another hit. You know. So, I love having those very raw conversations, especially with people who are in, you guys are in the marijuana Mecca. This is the kingdom of cannabis is in California and you know, right up in the Bay area. I mean, you guys, you guys have seen, have done, have witnessed, have participated on the ground floor of what is now known as the biggest, you know, wealth creation, opportunity of our lifetime, certainly of our generation.

So I love the transparency. I’m just encouraging you to say you don’t sound like a negative Nelly, at all. I think it gives our listeners and if you are listening to this, it’s important for you to take everything that we say with a grain of salt. Understanding that how you do one thing is how you do everything. And in the way that you prepared yourself for success, you must also armor yourself for the inevitable challenges that come on this path. And it is quite literally an opportunity for you to participate and be the change that you want to see in your household, in your community, in the state, in the country. And understanding that you are the pebble that creates the ripple effect. So, understanding why you do what you do, what is the why behind your passion? What is your purpose behind your passion? And that will help you get the profitability. I’m so, Juliana talk to me a little bit about your team, your women-owned business. So super cool. Been in the media a hundred times, obviously a recognizable brand. What are some of the things that you absolutely love about your business?

What She Loves About Her Treatibles Team

Julianna Carella: Well, I love my staff. They’re amazing. I mean, every day I just think it’s so great the team that we have and everything that we’re able to accomplish and working together and just keeping our, you know, keeping focused on our mission. Everybody on my team is, you know, serious animal lovers and they’re all cannabis and hemp enthusiasts. It’s hard to find good people. I mean, that’s been honestly one of our biggest challenges is finding good people that have good work ethic and also have that compassion. And it’s a fine balance of personality traits that we look for. And so it’s, I feel really lucky that we’ve found the people we found and been able to keep a really nice team here at our company.

Sonia Gomez: Nice! I love that! How are you guys whatever the challenges for any business is opening up further distribution channels, getting brand recognition you know, the advertising and marketing, what’s going to be effective? What’s going to give you the ROI? You shared earlier that you have just like a rockstar PR team. Let’s speak to the existing business owners or the budding entrepreneurs who are, you know, making the corporate to cannabis jump right now. Perhaps they have a CBD brand or business in their infancy and they’re trying to figure out how to properly allocate their resources to grow and expand their brand recognition, the respect around the products that they are creating and marketing and looking for those distribution relationships that are gonna be, move the needle for them. How did you get into going from a local brand to a national brand and now opening up international distribution opportunities?

From Local To National And Now An International Brand

We have a really good reputation, but we've worked incredibly hard to gain that reputation. And now it's about protecting the reputation and continuing to grow while we maintain that. - Julianna Carella Click To Tweet

Julianna Carella: Yeah, you know, what happens all really organically and it also helped that we were first to market in the pet space. Um, now there’s like over 200 companies that make CBD products for pets. So, you know, we’re constantly looking to differentiate ourselves from the other brands out there. And, being first in the market, I mean, there was a good like six to eight months before any other companies were around. And then it was like another two years before there was a lot of companies. So we had quite a bit of time to really establish ourselves in the market and develop those relationships with our customers and develop that brand loyalty. And that brand recognition and all of those things that make a brand successful is something that we work out every day, every moment of every day.We have a really good reputation, but we’ve worked incredibly hard to gain that reputation. And now it’s about protecting the reputation and continuing to grow while we maintain that. And with regard to just how we grew Treatibles from a local brand to an international brand, it really, it took a lot of steps that it was like one step and then the next one came and then the next one. But we couldn’t get to step three until we finished one or two. And kind of how it all unfolded basically was we started Treatibles when we were still a cannabis company. So, our customers were, you know, we had over 850 dispensaries here and in California that were carrying our product.

Sonia Gomez: Were you up in Hopland? I think you were cause that’s where I know your name.

Julianna Carella: Have some dispensaries up there for sure. I mean we, we worked with clubs all the way from Mendocino down to San Diego, actually. And what’s interesting now is we are not even able to work with these dispensaries anymore because the BCC has banned hemp products in cannabis dispensary and they shifted for us. But what was interesting is because our first customer base was these dispensaries and those customers were patients that were obviously open-minded enough to try giving their pet CBD because they were using CBD and THC themselves. So we really grew the brand from our cannabis customer base. Ironically. Then after that, what we did is we started to sell online. We were the first company to sell a CBD pet product online. Of course, we faced all the usual challenges that I mentioned, you know, PayPal shut us down, Shopify shut our website down one day.

I mean it was like really, really challenging. But the beauty of it was during that time we were gaining more and more brand recognition and popularity and I think our website actually drove the interest to the pet store. So then the pet store has started picking us up about three years ago. And then that took time to gain distribution. We now have 15 different distributors, but of course, it takes some time to gain one after the other and we want to sell the product across the country in every single state and beyond. So, we need a strong distribution channel. And then, now because we’re really strong in the pet space. We’re also moving into other markets as well, like grocery or perhaps a big mass-market chain stores and we’re actually moving into those markets with different brands.

So, the tree of AD remedies, our parent company has branched out in so many different directions now and it’s been really exciting to see that growth. But it happened so organically and I mean, I, I wish I could say like what the formula was like how it all unfolded as magically as it did. But when you’re in it every day and you have these end goals in mind, I mean, the reality is you don’t know how you’re going to get to that goal. You just know that you need to get there. And so we’ve always maintained the philosophy that we need to be adaptive, but we still need to be tenacious. And that’s like really a fine line right there. We have to be adaptive because we have to be able to bob and weave, if you will, with those challenges that come up. Inevitably you have to be able to get past them, move around them, figure something else out. Maybe your course changes a little bit, but at the end of the day, your goal is still what it is and you’re going to get there, come hell or high water. Right? And so that’s kind of how we operate. We are tenacious and we’re adaptive and that’s, it just, it seems to work.

Sonia Gomez: I love it! So, let me ask you a different question. If you were standing in a room full of budding entrepreneurs, the new excited CBD owners who are emptying their foreland case, taking out high limit credit cards, and I’m taking small business loans at, you know, leveraging whatever equities they have and they’re throwing it all into this because they have some sort of transformational story and they want to be a part of the legacy that is the CBD movement right now. What would be three things that you could share with them that would help to sort of shape the next steps that they’re taking as a brand new business and trying to gain brand exposure?

Well, the first thing I would suggest is whatever that product or service is that they’re developing that you know, you want to make sure that it’s not just a great idea that, you know, the entrepreneur alone has that this is actually an idea that’s tested somehow in the market. That there’s some indication that this is going to be a successful brand or a successful product or service or whatever it is. And that’s sometimes difficult to gauge. But, if there’s a way to gauge that before you sink a bunch of money into it, I mean, that’s always a great idea. That’s the first thing I would say. And then the second thing I would say would be to really take a look at the landscape of what’s out there now. Because the reality is any product that’s going to do well, it’s gonna do well because it’s unique or that it satisfies you know, a problem. It fixes a problem in society. You know, for instance, we need more alternative methods of treating animals that have anxiety. Right? Well, there’s, the answer, CBD products for animals, addresses that very real need. So, it was kinda like, okay, this is something that’s needed in the market. We’re gonna provide it. Well, now there’s 200 companies out there that are providing it. So, now it’s becoming an issue of how to differentiate ourselves from the others. So back to my point, if you’re starting a new service or product or brand, make sure that there’s enough differentiating factors about your product. There’s just no sense in creating a duplicate of something that’s already out there. And what we see these days is nothing but duplicates. It’s just literally you’ve got about five companies in the pet space right now that are really stand out brands Treatibles being one of them.

And then there’s 195 brands that are literally doing the same exact thing. They’re buying their CBD oil from the same supplier. The cannabinoid content of their product is exactly the same as the 195 other companies out there. So it’s really important to be different, be unique, offers something that your competitors don’t offer. And then the last thing I would mention is, you know, the success of a brand or a product is also dependent on how much shelf space is available in the market. And I think this gets overlooked a lot. And, and the way that I see it, um, in the cannabis space, for instance, one of the drivers for us to move into hemp and become a national brand was because I felt like there was such limited shelf space available in the cannabis market, particularly here in California. What happened for us was when we started our edibles company in 2008, there was again, very few companies out there doing what we were doing.

And even though there was limited shelf space at these dispensaries, there was enough demand for our product that we had dedicated shelf space. And that meant that we could grow our brand, that we could grow the revenues and you know, basically become successful. What it looks like these days is quite different, though. Again, there’s just an over-saturation in the market.

There’s probably too many products out there and they’re all competing, very strongly for that shelf space. And that shelf space in the cannabis market is pretty limited. So, again, it goes back to just becoming a really amazing standout brand and whatever that takes. There’s just not a lot of room for cutting corners right now, for the companies that are out there. And, they just want to get in the game. So they just like throw a CBD oil up on some shelf somewhere. I mean, it’s, I just, I can’t see how I’m a brand like that would actually be successful because it’s so oversaturated at this point that it’s really hard for a brand like that to get distribution and get that type of recognition that they’re gonna need.

Sonia Gomez: I can’t agree with you more. It’s really interesting because I’m getting to see things from the consumer perspective most often and am advising the business owners based off of the consumer feedback. I’m not sure how much you know about us, but in the last two years, you know, we’ve worked soil to sail for a combined 35 years. My past comes from being a patient whose life was transformed by the use of cannabis. When the traditional medical system failed me. We spent tens of thousands of dollars, tens of thousands of hours. You know, I almost failed out of high school spending three out of five days through doing experimental testing. And really at the peak, I was in a near-fatal surfing accident in San Diego is what actually happened. And wow. Triggered this whole, girl, let me tell you the story. Okay. Here I was super fly, 16 hair down, you know, long flowing locks and I was in the leadership and training program at the YMCA for summer camp. And you know, all of the transits come in the Argentinian lifeguards and the Kiwi lifeguards and the Australian lifeguards. And it’s just like a meat sickle on the fucking beach when you’re supposed to be focusing on your surf game. So here I was on my brace, dragging my board out. Like I’m hot shit. I grew up in Santa Cruz, I’m about to surf this way of watch you work. And I get out there and I’m like, yes, and my red bathing suit and I’m not surfing the wave of my life. And why did this fucking, I swear to God, Ariel got jealous and knocked me off my board because I freaking flew off my board out of nowhere. Hit the floor like a ton of bricks on the ocean floor. Like a ton of bricks got caught in the frickin cord.

My board shot up the back like got caught in the undertow. I didn’t know which way was up. Which way was that. I’m an experienced surfer, like ocean swimmer. Right. So I was at the same lifeguards that I was like, yeah woo like talk to me later. Or the same ones that were dragging me like snot running out of my nose, like coffee laying on the beach doing my finger and toe check and I’m like, I’m fine. Anybody want to resuscitate me? Like man, bye. That’s how it went down. So I was like, I definitely doing my finger in toe check was like, whoa, this is not, this is not good. Like there was tingling there, all of the things that you don’t want to have, at least there was feeling. And I was like, just get up and walk it off.

Like, you know, pick your wedgie and keep it moving. And I was like, this is going to go. It never went away. So years later I’m at the peak of my illness. I was a hundred pounds overweight, seven medications and you know, waking up with total sleep paralysis and the worst part was not what was happening to me, but what was happening to my family. All of the focus, you know, amongst my mother, my stepdad, my three sisters, all of the focus went to me. And very quickly the dynamic of my family shifted. And I think that’s the most expensive part for a family. When someone’s not well, whether it’s your fur baby or it’s you or whatever it is, when somebody that you love is not well, your focus and attention tends to go there. And it’s a strain and a stress on the body and it’s depleting all the way, all the way around. And it was an extremely complicated recovery. But I finally, after spending all of this time and effort, and God bless my mom who didn’t give up on me for a moment, kept looking every no, inspired her to find the yes. And she finally got me in touch with a holistic neurologist who introduced me to my endocannabinoid system, who taught me about phytonutrients, who taught me about you know, strain selection and microdosing and the connection between my mental, physical, emotional, and spiritual bodies.

And, and even though I had been immersed in that culture, my mom was a student of Heartwood. I grew up in like in Garberville. Like there was, there was no escaping the holistic conversation of health. But it’s different when you’re a young person and you have to take responsibility for those results. And this is a lot of what I get from the consumer’s perspective when they tell me I’m overloaded on medications or I don’t know what they’re, they’re gonna put my dog down because of this, or, you know, these, these incredible stories of where they feel exhausted and let down, um, from doing what they think they’re supposed to. What the generations before us have taught us. Go to your, go to your doctor, go to your vet, take the medications, do these things. And when you fail in that space, it takes a certain amount of courage to search for alternatives.

So, it was at the very beginning of this industry when I came in contact with any of this stuff. And in the last, you know, fast forward, my story has not only been the foundation for the work that I do now as a media company, but it’s been the foundation for how I’ve fought both the medical and legal system for our rights to safe access. You know, pioneer, it’s legislation that legalized cannabis here in Colorado, helped develop the medical marijuana enforcement division, which is now a foundational for the way that other States are picking up and governing this industry. And it feels we’ve impacted over 50 million people just in the last two years with our content. And our commitment to excellence is just like you’re talking about, does my long story to reinforce the things that you are saying about your commitment and your tenacity that the things that you have to be willing to do to be in service to the client or customer that you wake up to every day.

 And there’s, there’s a face, there’s an avatar that goes with that. And that how careful you have to be with your resources, with your relationships, with your products and the way that you produce, you know, on a daily basis is so important in the beginning phases. So I just want to add in a little to what you said because you talked very easily, you spoke very powerfully about the shelf space, the room in the industry and the looky loo or me two products that are coming out, the time to be first is over. And there’s one of my mentors that says, you know, you have very quickly a marketplace becomes a red ocean. All of the sharks are going for the same fish. Do you agree with that?

Julianna Carella:   100%.

Sonia Gomez:   So, all of the sharks are going for the same fish. The willing participants in the cannabis and hemp movement have been served, okay, in the last few years. Now, it’s really important for you guys to find, I love that you spoke of this Julianna because nobody does. I’m the only one that I’ve heard or  talk about pretty soon the conversation’s not going to be about what your brand is, but how to make your brand stand out. Yeah. So, so massive. And I think that you guys are nailing it because you were in the media a hundred times just last year alone. And is it fair to say that media is a consistent investment that you guys keep in your P and L

Julianna Carella: A hundred percent.

The Big Difference Media Make These Days

Sonia Gomez: What kind of, before I give these like three little tips to our audience, tell me what kind of difference media exposure has made for you guys.

Julianna Carella: Well, it’s very different now than it was 11 years ago. You know there’s tons of challenges with marketing and advertising and cannabis, not as many with hemp, but there’s still a lot of challenges. I mean, we still can’t do all that we want on Facebook and Twitter and lots of limitations there still. And yet, social media is probably one of the driving features for, you know, the brand recognition and spreading our good word, if you will. So yeah, we are, we’re big in social media and just our PR firm, we worked with a group called Matrix and they’re based in Chicago and they’ve just been fantastic. We also have somebody on staff, Jody Ziskin, she’s a healthy pet coach and she’s also our, I’m director of communication, so she works really closely with the PR firm and they’re always, you know, turning up opportunities for us in, and it could be a lot of different focuses we sometimes we do interviews similar to this where it’s really a lot of information about just the business and our, our goals and what not.

And then a lot of times we’ll do interviews about the science of cannabis and hemp or we’ll do interviews about, you know, being a female-owned company. So there’s a lot of different directions that we go. And we’re happy to, to accommodate reporters. I mean, I always tell people,  you just gotta make time for reporters. Sometimes reporters need a story like yesterday. When that happens, we drop everything and we make ourselves available because we think it’s an opportunity when reporters and media come knocking on our door for content, we should drop everything right and make ourselves available. And then I’ve noticed that with that, you know, the reporters come back again and again cause they know that you are going to assist them and help them, you know, develop a good story or article or whatever that is. So, you know, it’s always something to just pursue as best you can when you’re, uh, especially on new company. Um, but there’s definitely a lot of challenges and a lot of limitations. And so again, it’s just about working around all that and finding a way to make it work.

Sonia Gomez: This is why I love what I do cause I have cracked this freaking code of advertising on and offline. I’ve cracked the code. I’ve been able to do it for the last three and a half years when nobody else can. There’s a few. All of a sudden when I go into my business groups, everyone’s profile is changing to CBD marketing expert and I’m all bitch, please, I not to be a hater, anything love y’all, but I’m for real own your shit. Like what’s true. Anyway, right. I mean, come on. So, I’m gonna throw some golden nuggets in here because I think that while you guys are considering how you build your brands, you really need to consider, you know, what you’re going to do to stand yourselves apart. And one of the things that we have been able to do really, really well that has helped us set ourselves and our businesses that we’re working with apart from the rest is your mission, the movement, and the message that you are sharing with people.

So, here are some tips for you guys, craft your message and stick to it every single time. There’s gotta be these like key points that capture the attention of your ideal customer. Call them out in your message. Let them know that you are the ones who that they, that you let them know that they are the ones that you want to speak to. That message has to capture the attention of your ideal customer and let them know that you are a contender. That everything that you do from start to finish is there to serve them. Second is, what is your mission? Having a product and helping people is not big enough. There has to be a mission that your customer wants to be a part of. Something that is greater than themselves. Gone are the days where glossy advertisements are the things that are pushing products.

People are not buying products, they are buying people on. The why behind the buy is what keeps the customer engaged with your brand. Second, the final, is how are you creating a movement? Do you have a movement? Is there something that will keep your company alive when everyone else is wishing it was dead? Again, people, Julianna, you are a perfect example of this. You were the first and now you are having to come up with again to be the first to maintain that first position. Because let’s be honest, second to market is first loser, right? So you guys were the first winner and I mean, can I get an amen here? I mean real, though. Second to market is first loser. Like you guys were the first on the, and this is what I love about your business, your women on your first to the market.

All of these batches that I love to wear. And you guys have, there’s a mission, there’s a movement and now you guys are shimming and shaking, leveraging media to be able to share that with the world and having a diverse message that still speaks the ideal customer shows the many facets of your business and how you’re ready to shimmy, shake, pivot, and move with the changing times. So here are some key things for you guys to know in your start. As you’re starting, growing or scaling your business, invest into media. You have to know the value of exposure. If you’re not part of the conversation, you better be creating the conversation or find a way to weasel yourself in. And if they’re not talking about you, you’re not relevant and you’re going to die with the rest of the irrelevant brands.

Next is leverage the power of influence. There is, if you are part of the conversation there’s a perception of importance. Be as important as your mission. Be as big as the movement itself and find a way to contribute in a positive manner. Helping people is not it. Get specific, say go seven layers deep. If you say you want to help people answer the question, how, answer the question why and do it seven times. Because the first one is not it making things better. How? Making things better. Why, what is that going to do for them? Not for you but for them. Your income is a direct reflection of the impact that you are making in the world. Next, is build your celebrity, been in the media a hundred times, just in the last year. If people know who you are, they’re more likely to trust.

You want to be, want to do what you do, have what you have, be what you are. Okay. These are the things that are, and hopefully, you’re not some schmuck with a freaking wallet. You know, like hopefully you’re a changemaker. Hopefully you have these things that are built inside of you and if you don’t, if they’re not clearly defined, if you can’t drop it to me, and by the time that it takes me to go from four one to 10 on an elevator, you don’t have it nailed down yet. I suggest that you look that you dive in real deep, do some heart-searching, Shakra Iowasca whatever the fuck to get in touch with your higher purpose and you’re gonna figure it out because we are, this is the have health revolution. We are disrupting one of the biggest industries in the world right now, one of the ones that are absolutely diminishing the power of our communities.

Our families are suffering to the opioid crisis right now. We are seeing an over-prescription and abuse of the medical system right now and that’s translating across, well, I don’t care if you have four legs, 10 legs, six legs, two legs, it doesn’t matter. There is an imbalance and it’s time for us as business owners to help our communities take responsibility for the wellness that we want to have and share for the next generation. That’s my spiel, take it or leave it or you know. Full of sugar baby. Anyways, I, you know, Juliana, I, I’m so impressed. I absolutely love your guys’ brand. I love your business. I love your story, anything that I can do to be in continued support of your guys’ growth and exposure I’m totally down for. Um, we have a subscriber list of over 350,000 people. We have 30,000 people a month who are consuming this type of content from us. Before we run any promotions, we’ve impacted tens of millions around the world. So you let me know if there’s a new message, product promotion that you guys have coming out. However, I can support my fellow Bay area babes. I’m 100% in.

Julianna Carella: Right on. Well, thanks so much. That’s very nice of you. Appreciate that.

Sonia Gomez: You’re welcome. Any final words for our audience before we close up today?

Julianna Carella: No, I just, I really enjoyed talking with you. You’re very dynamic and you’d give a great interview.

Sonia Gomez: Thanks. As long as you had fun. Where I, when I’m over, you’re breaking a sweat. I’m like Tony Robbins or something. But yeah, having fun is the main key. And I’m super passionate about this because quite honestly it saved my life. FTC don’t hate on me for making a claim or anything, but I’m just sharing my story. Okay. Now, like quite literally it saved my life and I know that I, I get to hear stories like this every day where someone says like, my dog lived an extra six months after my, you know, vet wanted to put him down or my dog used to get all the time and now he’s totally cool and I can actually take him on an airplane. You know, parents telling you stories about their kid, all of these different things that just like pull up my heartstrings every day and keep me committed to the mission and I’m so grateful for businesses like yours that make my job easy. So I appreciate you.

Julianna Carella: Well, thank you so much.

Sonia Gomez: Welcome! Great work! Thank you. Hey, you guys! Thanks for tuning in. I hope you guys enjoyed another episode of the Hemp Revolution. I’m your host, Sonia Gomez. If you want to find out more information about how you can join the green rush or succeed, while confronted with the many challenges that you are inevitably facing here as a CBD business owner, check us out at theemeraldcircle.com. More episodes can be found on that website. If you’re looking, if you’re a patient looking for product recommendations or articles and information of how CBD and cannabis can change your life, check us out at medicalsecrets.com and we’ll see you guys on the internet chat. For now, Bye. Thank you.

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