THE STATE OF THE STORY  —  5 QUESTIONS
THE STATE OF THE STORY  —  5 QUESTIONS

Creating Buzz: How Being Vulnerable Helped Amanda Goetz Get Wise

Creating Buzz: How Being Vulnerable Helped Amanda Goetz Get Wise

Creating Buzz: How Being Vulnerable Helped Amanda Goetz Get Wise

Creating Buzz: How Being Vulnerable Helped Amanda Goetz Get Wise

Creating Buzz: How Being Vulnerable Helped Amanda Goetz Get Wise

5qs-amandagoetz

 

 


 

In 2018, Amanada Goetz turned to cannabis to cope. She was a marketing executive at The Knot, in the midst of a divorce, had a breastfeeding newborn plus two young children, and was struggling with sleep. Like most highly-functional, stressed-out individuals, Goetz had found the usual outlets like wine had undesired side-effects–insomnia, grogginess, afternoon slumps, and negative impacts on exercise. So too did many of the cannabinoids she tried. After thoroughly researching products and producers, Goetz began sourcing CBD oil directly from a Colorado farm.

Three years later, stressors are still there: Goetz has homeschooled her three kids during the pandemic and raised a seed round of financing for her VC-backed cannabis company, House of Wise. But to help, the founder now has reliable, high-quality, specially-formulated wellness aids, which she’s made available to others, along with a supportive community of experts she calls Wise Women.

Poised to have a $160-billion-dollar impact on the US economy by 2025, the cannabis industry is fast emerging from any haze of ignominy to become a mainstream and lucrative business. But there are still misconceptions and stigmas around it. For one, advertising can be complicated. This is why House of Wise relies on their community and social media to get the word out.

“I personally talk about my struggles with mental health, going through a divorce, etcetera,” Goetz characteristically shares. “If you don’t show vulnerability and growth as a founder with your team and community, how do you expect it to be felt authentically?”

We spoke with Goetz about their successful social media strategy for creating camaraderie online.

houseofwise-neonsign

“If you don’t show vulnerability and growth as a founder with your team and community, how do you expect it to be felt authentically?”

01. For House of Wise, you've developed a community of customers, in-house experts, and Wise Women that you feature and create content for. How did you grow that community? 

01. For House of Wise, you've developed a community of customers, in-house experts, and Wise Women that you feature and create content for. How did you grow that community?

01. For House of Wise, you've developed a community of customers, in-house experts, and Wise Women that you feature and create content for. How did you grow that community?

First and foremost, as a marketer, I believe the best brands are built through emotional connection and a mission larger than just a functional benefit of a product. Yes, we sell sleep, stress, sex, and strength products but we actually give women permission to learn about their bodies and feel comfortable making space for themselves every day. We started by just talking to women about their needs and struggles, and then had them try the products and give us feedback. Our Wise Women community is an extension of our internal team. The goals are to help women and, as a by-product, they help us grow.

First and foremost, as a marketer, I believe the best brands are built through emotional connection and a mission larger than just a functional benefit of a product. Yes, we sell sleep, stress, sex, and strength products but we actually give women permission to learn about their bodies and feel comfortable making space for themselves every day. We started by just talking to women about their needs and struggles, and then had them try the products and give us feedback. Our Wise Women community is an extension of our internal team. The goals are to help women and, as a by-product, they help us grow. 

First and foremost, as a marketer, I believe the best brands are built through emotional connection and a mission larger than just a functional benefit of a product. Yes, we sell sleep, stress, sex, and strength products but we actually give women permission to learn about their bodies and feel comfortable making space for themselves every day. We started by just talking to women about their needs and struggles, and then had them try the products and give us feedback. Our Wise Women community is an extension of our internal team. The goals are to help women and, as a by-product, they help us grow. 

02. How do you see your personal brand intersecting with your businesses?

02. How do you see your personal brand intersecting with your businesses?

02. How do you see your personal brand intersecting with your businesses?

House of Wise is a part of my personal brand–not the entire thing. Vice versa, my founder story is only one part of the House of Wise brand. One day many people will come to House of Wise and not know who I am, and that is amazing. That will be a milestone. I do believe (especially in a male-dominated, non-transparent industry like CBD) it’s important for consumers to know who is behind the brand, but I don’t allow that to censor what I post or do on my personal channels. I believe in empowerment and transparency, which happen to align with the House of Wise values. 

Here’s what leaders need to understand: diversity of thought doesn’t happen without diversity of representation. When you have all those points of views, life experiences, and cultural backgrounds coming together around a table–colliding, clashing, and collaborating–that’s when magic happens. That’s when we come up with that one breakthrough idea, campaign, innovation, to authentically and purposefully serve customers and communities. If you truly understand and believe in the power of diverse workforces, then you will be more thoughtful in your approach.

House of Wise is a part of my personal brand–not the entire thing. Vice versa, my founder story is only one part of the House of Wise brand. One day many people will come to House of Wise and not know who I am, and that is amazing. That will be a milestone. I do believe (especially in a male-dominated, non-transparent industry like CBD) it’s important for consumers to know who is behind the brand, but I don’t allow that to censor what I post or do on my personal channels. I believe in empowerment and transparency, which happen to align with the House of Wise values.

House of Wise is a part of my personal brand–not the entire thing. Vice versa, my founder story is only one part of the House of Wise brand. One day many people will come to House of Wise and not know who I am, and that is amazing. That will be a milestone. I do believe (especially in a male-dominated, non-transparent industry like CBD) it’s important for consumers to know who is behind the brand, but I don’t allow that to censor what I post or do on my personal channels. I believe in empowerment and transparency, which happen to align with the House of Wise values. 

“One day many people will come to House of Wise and not know who I am, and that is amazing."

03. How do you use social media to educate and inspire women at House of Wise?

03. How do you use social media to educate and inspire women at House of Wise?

03. How do you use social media to educate and inspire women at House of Wise?

We use social media for 4 things: to educate, to empower, to entertain, and to connect to our products. Each of those parts of the content strategy are important. Social media allows us to start the conversation but then the real magic happens when an audience turns into a true community and this happens in our Slack channel. The women come together to talk among themselves about their lives and struggles and wins. 

So here’s the real question we should all be asking ourselves as we scramble to create inclusive work cultures: How can we expect to show up and be inclusive leaders in our workplaces if we live the majority of our lives in communities surrounded by people who only look like us?  

The real work for inclusion starts at home, starts at our kitchen tables. We need to do the work, outside of our workplaces, to build empathy for experiences that are not our own. To get to really know people from communities we don’t identify with. This is the way to increase our cultural competency, awareness, and empathy, and then start to show up at work differently.

We use social media for 4 things: to educate, to empower, to entertain, and to connect to our products. Each of those parts of the content strategy are important. Social media allows us to start the conversation but then the real magic happens when an audience turns into a true community and this happens in our Slack channel. The women come together to talk among themselves about their lives and struggles and wins.

We use social media for 4 things: to educate, to empower, to entertain, and to connect to our products. Each of those parts of the content strategy are important. Social media allows us to start the conversation but then the real magic happens when an audience turns into a true community and this happens in our Slack channel. The women come together to talk among themselves about their lives and struggles and wins.

04. What type of content does your community particularly interact with?

04. What type of content does your community particularly interact with?

04. What type of content does your community particularly interact with?

Women are really waking up to the idea that pleasure is a part of their health. Orgasms are linked to better immunity and overall mental health and it’s been amazing to build content and products that women feel they can become open-minded to unlearning what they have been taught about sexuality. 

Women are really waking up to the idea that pleasure is a part of their health. Orgasms are linked to better immunity and overall mental health and it’s been amazing to build content and products that women feel they can become open-minded to unlearning what they have been taught about sexuality. 

Women are really waking up to the idea that pleasure is a part of their health. Orgasms are linked to better immunity and overall mental health and it’s been amazing to build content and products that women feel they can become open-minded to unlearning what they have been taught about sexuality.

Women are really waking up to the idea that pleasure is a part of their health. Orgasms are linked to better immunity and overall mental health and it’s been amazing to build content and products that women feel they can become open-minded to unlearning what they have been taught about sexuality.

05. How do you personally use social media? How do you keep its more negative effects at bay?

05. How do you personally use social media? How do you keep its more negative effects at bay?

05. How do you personally use social media? How do you keep its more negative effects at bay?

I always approach social media with a creator versus a consumer mindset. If I am in creator mode, my brain is active. I am saving sounds to try on TikTok. I am engaging in Twitter threads or replying to DMs to connect with wise women. If I ever find myself mindlessly scrolling, I put the phone down and go for a walk. I shift the energy. Knowing the difference between using social media as a coping mechanism versus a creative or connection tool is the biggest change for me.

I always approach social media with a creator versus a consumer mindset. If I am in creator mode, my brain is active. I am saving sounds to try on TikTok. I am engaging in Twitter threads or replying to DMs to connect with wise women. If I ever find myself mindlessly scrolling, I put the phone down and go for a walk. I shift the energy. Knowing the difference between using social media as a coping mechanism versus a creative or connection tool is the biggest change for me.

I always approach social media with a creator versus a consumer mindset. If I am in creator mode, my brain is active. I am saving sounds to try on TikTok. I am engaging in Twitter threads or replying to DMs to connect with wise women. If I ever find myself mindlessly scrolling, I put the phone down and go for a walk. I shift the energy. Knowing the difference between using social media as a coping mechanism versus a creative or connection tool is the biggest change for me.

“Knowing the difference between using social media as a coping mechanism versus a creative or connection tool is the biggest change for me."

houseofwise-wideshot

For more conversations on telling your story through social media, join us at The State of the Story: The Future of Influencer Brand Storytelling, Tuesday, June 14, for a robust virtual discussion on the emerging trends and best practices for the latest social content. RSVP

For more conversations on telling your story through social media, join us at The State of the Story: The Future of Influencer Brand Storytelling, Tuesday, May 24, for a robust virtual discussion on the emerging trends and best practices for the latest social content.

For more conversations on telling your story through social media, join us at The State of the Story: The Future of Influencer Brand Storytelling, Tuesday, June 14, for a robust virtual discussion on the emerging trends and best practices for the latest social content. RSVP →

divider-reddots-2lines-v2

Magnet Media is a global brand studio that uses storytelling and data to drive measurable business results. Our team is made up of strategists and creative thinkers who use our THINK / MAKE / REACH process to develop a marketing strategy, world-class content, and go-to-market distribution strategies for our clients. Much of our work starts with video storytelling and is distributed across all platforms—appearing in the top media outlets, shared by influential community members, and rising to the top of the search rankings. Recently we've produced award-winning campaigns for clients like Google, Adobe, Chase, Goldman Sachs, Airbnb, IBM, CitiGroup, Carbon, The TED Talks, Politico, Blackrock, TIAA, YouTube, MIT Tech Press, and more.

Magnet Media is a global brand studio that uses storytelling and data to drive measurable business results. Our team is made up of strategists and creative thinkers who use our THINK / MAKE / REACH process to develop a marketing strategy, world-class content, and go-to-market distribution strategies for our clients. Much of our work starts with video storytelling and is distributed across all platforms—appearing in the top media outlets, shared by influential community members, and rising to the top of the search rankings. Recently we've produced award-winning campaigns for clients like Google, Adobe, Chase, Goldman Sachs, Airbnb, IBM, CitiGroup, Carbon, The TED Talks, Politico, Blackrock, TIAA, YouTube, MIT Tech Press, and more.

Magnet Media is a global brand studio that uses storytelling and data to drive measurable business results. Our team is made up of strategists and creative thinkers who use our THINK / MAKE / REACH process to develop a marketing strategy, world-class content, and go-to-market distribution strategies for our clients. Much of our work starts with video storytelling and is distributed across all platforms—appearing in the top media outlets, shared by influential community members, and rising to the top of the search rankings. Recently we've produced award-winning campaigns for clients like Google, Adobe, Chase, Goldman Sachs, Airbnb, IBM, CitiGroup, Carbon, The TED Talks, Politico, Blackrock, TIAA, YouTube, MIT Tech Press, and more.

More from our blog...

More from our blog...