The Caroline Doll, CEO of POSH PR®

If I am being honest, I never really thought of myself as an entrepreneur until recently.  It wasn't until I started thinking about all of the businesses I created in my lifetime thus far.  Before the age of thirty I developed four very different businesses.... and not including the "businesses" I create in addition (in my head!) on a daily basis!  Okay, so maybe I am an entrepreneur! 

When I was three years old I started my first “business.” Seriously! My mom said I would come home from school with my pockets filled with quarters because I was individually selling my crayons to the other kids at school.  (Luckily, she continued to fund my business and supply my crayon inventory!). 

My next “business” was developed in middle school. I created a summer camp for the neighborhood kids while their parents were at work—held right at my very own home! I can remember planning out each and every day to the minute, including goldfish snack time and trampoline jumping!  At the end of the day, their parents would pick their kids up and hand me an envelope with their payment. Oh how I wish I could remember what I charged!

Early in college I took my love of organization and fashion to the next level.  I designed a logo, built a website and Couture Closets By Caroline was born!  I loved meeting with my clients and understanding their fashion needs, and then being able to sort and organize their closet situation was such a thrill for me. This is where my love of empowering women was born. 

After ending my medical sales career in 2013, I began my next journey, POSH PR®!  And, who knows where the story will end... But, for now I am enjoying the season of growing my agency.

Business and sales clearly has been in my blood from birth!  Even when I was a little girl I was fascinated by the art of the up-sell.  I actually grew up developing the art of the up-sell and troubleshooting through business.

And then I realized this: I need to take a step back and simplify some of those confusing PR terms!

I recently met with a client and we were specifically discussing how to up-sell her existing group of clients verses prospecting for new business development.  As I was mapping out our action plan, she stopped me and asked if I could define what I meant by "up-sell! (PS: I felt terrible that she had no idea what I was talking about! But also excited that she clearly trusted me to take over and just DO!)

DEFINITION: Up-sell - -The sale of a product or service to someone who doesn’t necessarily NEED it, but they have been strategically convinced that it is an investment that will enhance their lifestyle and overall quality of life.

Over the past few months I have learned that many PR and marketing terms can be overwhelming to new business owners! So, I decided to many this easy and put together a little dictionary of terms with their definition.

Here's a list of terms I like to call, the Doll Dictionary!

Brand Development: creating an overall look, feel and mood to represent your brand

Content Creation: curating branded images that can be shared on social media platforms in order to connect with your ideal client 

Current Business Climate: where your business is right NOW! What your website + branding looks like, who your clients are, how many followers you have, what services you are currently offering and what your pricing structure looks like TODAY.

Editorial + Media Outreach: connecting your brand's story with the media in a meaningful way

Email Marketing Campaigns: development of an email strategy to engage and educate your target audience

Exceptional Results: results tailored to fit your business goals and expectations

Fashion Infused: the cohesive blend of high fashion with a luxurious lifestyle

Flatlay: a styled image taken from a bird's eye view that is strategically curated for sharing on social media

Ideal Client: a client that is the definition of who you want your business to connect with, work with and serve

Influencer Marketing: bridging the gap between the consumer and the brand by utilizing a representative to influence the purchase of your products or services

Media Buying: the purchase, negotiation and analysis of TV/media advertising on behalf of your brand

Press Kit Development: creating a sales tool to be used to market your products and services

Press Release Distribution: a written announcement about your business shared with strategic media partners for maximum exposure

Product Placement: connecting your products with the right retailers

Social Media Strategy + Implementation: the creation and execution of your digital presence with curated images, content and strategic hashtags to use across social media platforms