IMM September/October 2020 Issue

5 EASY STEPS TO AVOID SOCIAL MEDIA MISTAKES

The Social Media Issue

Yolande Macon Speaking Her Language through Visual Expression

Not Your Ordinary Duo "It's Closet Talk" CEO Feature

Creating Innovative Content Engaging Your Audience & More!

September/October 2020

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IMM

TABLE OF CONTENTS 07

Editor's Note

09

7 Tips to Grow Your Following

09

by Cassie O. Lopez 12

5 Easy Steps to Avoid Social Media Mistakes

By Tania Marshall

12

11 14

14 IMM Exclusive Speaking Her Language with Yolande Macon Creative Director & Blogger 21

Not Your Ordinary Duo

It's Closet Talk CEO's, Morgan Buckmon and India Fersner, talk virtual styling 26

21

Creating Innovative Content: How to Engage Your Audience

By Tiffany Davis

29

Tapping Into Your Talents: Discovering Hidden Passion

By Derek Hough

26

29

MON DAY• O C .

Y A D N

CHOCO

O M E T T A L .

LATTE

W W W

ICE CREAM

IMM Editor-in-Chief Matia Johnson-Buggs

Creative Director Executive Producer Contributing Editor Contributing Designer Senior Editor Design Editor Editorial Assistant Art Director Deputy Photo Editor Photo Assistants Staff Writers Contributing Photographer Contributing Illustrator

Dominic Guerrero Taylor Klein Marcus Daily Kelsey Carter Angela Mitchell Alma Myers Patti Lawrence Wesley Sherman Josephine Vasquez Gustavo Becker, Noah Scott Cassie O. Lopez, Tania Marshall, Tiffany Davis, Emilio Cruz, Derek Hough Jonah Denworth, Jeff Ho, Mariela Naplatanova, Jonah Marquese Santiago Holmes

EDITORIAL OFFICE P.O. Box 1565, Bowie, Maryland 20721 info@innovativemindsmedia.com IMM Magazine is published content created by Creative Expressions Group, Inc. www.innovativemindsmedia.com

IMM Magazine | 05

VITAMINFRESH.NET

editor's note Ah, summer is almost over! Gone are the 90 degree days, the flowy dresses, open-toe shoes, trendy swimwear suits, and...COVID-19 masks (wishful thinking)? Well, some things aren't going anywhere anytime soon, and with that, brings me to the theme of this issue...Social Media!

It's no surprise that social media is running today's times.

And why wouldn't it? It's the unique driving force behind how we advertise our brands. We also use it to attract customers, get customer feedback and build customer loyalty, all the while increasing our market reach and building unique connections.

Got a knack to improve the way you do business? Check out our 7 tips on growing your following by engaging your audience. You'll be able to take notes on steps to avoid social media mistakes, and creating innovative content - content that excites your audience! You'll be able to step into your purpose and become a visual guru, much like our cover star, Yolande Macon, Creative Director of style blog, The Language of Yolande and Curated.ByYolande.

We also have a special feature with the lovely ladies of "It's Closet Talk," Morgan Buckmon and India Fersner, and how they have created a platform to encourage people through style and expression.

Whether if you are thinking of starting a business, becoming a stylist, or outlining your next creative campaign, enjoy this special social media issue and get inspired! Cheers to you, CEO. Are you tuned in? Innovative Minds Media has recently launched our podcast! Listen to us on Apple Podcast, Google, Spotify, and a plethora of other platforms. Join CEO Matia Johnson-Buggs as she brings motivational pieces, branding and marketing vibes, and special guests. Also follow us on our handles below: www.facebook.com/InnovativeMindsMedia/ www.instagram.com/innovativemindsmedia/

Be blessed,

Matia Johnson-Buggs IMM Magazine | 0 7

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EXCLUSIVE

7

Tips

to Grow Your Following Everyone has struggled with writer's

#1. Tell Your Story

block time after time. Imagine what

A true business is not just a business,

the writer's block must feel like

but it's a brand. A brand is an identity,

when you include the extra added

a relationship that people buy into

pressure of growing your following!

that's authentic. So why not tell your

The key is to build a thriving online

story? Yes, that's right, tell your story!

community of your ideal fans, the

A true brand has a voice and makes

ones who'll actively engage with

people feel something, whether it be

WRITTEN BY CASSIE O. LOPEZ

your content, share it with their

through photography, a story on how

PHOTOS BY JONAH DENWORTH

networks, and ultimately, become

you started, your fave travel places,

paying customers.

and more! Tell us your story!

It's time to get inspired by posting online. These 7 tips will navigate you on your path to developing not just a fanbase, but a true following!

IMM Magazine | 09

#2. Stage a Giveaway or Contest

#5. Tap into Tagging

Trying to build active engagement? Design a giveaway or

If you post an inspiring quote, write “Tag a friend who needs

contest that can get your audience interested. Some ideas

this today”; If you share a video about Mother’s Day,

include, "Comment to Win," "Photo Contest," "Fill in the

encourage your online community to tag a friend (or better,

blank contest," and "Caption Contest." The tip is to

friends) who means a lot to them, and with whom they would

promote it everywhere, from your social media sites to

like to share your message. But use this message sparingly, or

your website, the contest or giveaway needs to be

else it's considered spam.

viewable on all platforms. #6. Be an Active Engager #3. Share More Videos

Want a great way to engage your audience? If they write

A great way to maximize engagement is by showcasing a

you...write back! Having that true authentic conversation is

video. This can be anything, from a behind the scenes, to a

always good. You can encourage this by giving a "call to

video of your home office, right down to your breakfast

action," by requesting small things such as "Double tap if," or

routine with family. The important thing here is to create a

our personal fave, "Comment below if..." When you include

connection, and people love seeing that connection in film.

small invitations in the post, it creates an opportunity for you to engage!

#4. Use Hashtags Sparingly Want people to find your page? Using hashtags is a great

#7. Just Let it Be

way to show up in feeds, but use them sparingly. For

Are you busy working on steps 1-6? If so, relax, take a step

example, on Monday you could use the trending hashtag

back, and don't overthink it. You are well on your way to

#MondayMotivation to share a quote or an inspiring story

creating an amazing following for yourself, and remember,

with your followers. Other examples of this include

anything worth having takes time. Don't see the numbers you

#WisdomWednesdays, and #FlashbackFridays. People

want right away? Neither did Diddy...but with time, you'll be

searching that particular hashtag might come across your

able to sit back and enjoy the fruits of your labor! >>

post, and will hopefully check you out and even follow you.

IMM Magazine | 10

A L L O R A AUTUMN WINTER '20 IN STORE NOW ALLORA.COM

5 EASY STEPS:

To Avoid Social Media Mistakes Navigating social media can leave a sour taste in your mouth. Don't get yourself in a pickle. Take note of these 5 easy steps to avoid SM mistakes below: Think Strategy, and Beyond Beyond your general campaign strategy, you need to have a plan for each platform, including a content schedule line-up.

No Goals, No Gain Try the SMART goal-setting technique to help develop your business’s objectives. All of your work on social media should be to advance your business’s specific goals.

IMM Magazine | 12

by Tania Marshall Photo by John Adams

Don't Ignore Your Followers You should always engage with positive follower comments. Show your appreciation for people sharing your content or commenting on a post.

Being Inauthentic No matter how busy you are to post, human touch makes a difference. Let your followers see you, not just a small business sharing marketing efforts everyday.

Babysitting Too Many Platforms Focus on the correct platforms. It’s better to have a strong presence on two channels than a mediocre presence on five. >>

EXCLUSIVE

COVER STORY with Yolande Macon

SPEAKING HER LANGUAGE A COVER INTERVIEW WITH ENTREPRENEUR, YOLANDE MACON

Yolande Macon has coined her own language. She's the

YM: First, I acknowledge this is all God’s plan and

definition of relentless, a creative powerhouse expressing

purpose. From the mountains to the valleys, His name

herself through style and encouraging others to do the

will be exalted. When having your own business it’s

same. Virginia Beach turned New Yorker, her goal is to proclaim the beauty of truly living in your purpose. Along with keeping her spirituality first, she uses her brands,

so easy to get caught up in self. Especially having a brand that is focused around yourself and who you

Curated.ByYolande, and The Language of Yolande, as outward

are. It’s a battle at time to not jump in the driver’s seat

expressions of her authenticity. Find out what drives this

but God always has a way to remind you who’s in

CEO woman of God below:

charge.

IMM: What’s the story behind “The Language of Yolande” and your brand?

YM: When I was in college I took a fashion psychology class where I learned fashion is a form of non-verbal communication. It is the first thing that speaks for us. It tells who we are, where we come from, and sometimes expresses our passion. Since then I started to notice how individual style really is. It’s like our own little language. This observation gave birth to The Language of Yolande. It’s my own language that I translate to my audience. I celebrate my language and encourage others to do the same.

In 2018, I was diagnosed with a very rare disease that almost took my life. For a month, I was in and out of the hospital because my organs were damaged and my blood pressure was at stroke level. Prior to this, I was going through depression and didn’t feel like God was there for me. I shut him out of my life. While in the hospital, I felt God’s presence and Him telling me “Everything will be okay." All my worry and pain from depression went away because once again God reminded me He was in control. In the story Jonah and the whale, God gives Jonah a mission but Jonah feels it’s too hard so he runs. No matter where he

IMM: You’re a very spiritual person. How do you stay connected with God when it comes to building your brand? Can you talk about your blog post on The

runs, God is there. He ends up getting swallowed by a whale. It is there where he realizes that God’s plan for his life is greater than his fears. >

Language of Yolande blog site, “Yolande and the Whale?”

IMM Magazine | 15

He sees that his fears only take him out of God’s will.

IMM: What does it mean to be 100% authentic?

He prays for God with understanding and is released

YM: With living in a social media age, we get so

from the whale. After a month in the hospital, I had a

caught up in appearance. We set aside parts of

full recovery beyond my body. God renewed my mind,

ourselves to appeal to the masses. At the beginning of

heart and vision. He reminded me how on purpose I

my brand, I did the same. When talking to people in

was and how much He loved me. Jonah and the Whale

person I realized they had this false idea of who I was.

was the first story I read after the hospital and man did

As if I didn’t have issues and shopped a lot. I

this story hit differently. I realized I was running. God

understand how lonely life can get when you feel like

gave me a plan but fears kicked in and like Jonah, I ran.

something is only happening to you. I was able to get

It’s this testimony that I hold in my heart. It is my

through some of my hardest times by knowing

constant reminder that nothing is an accident and how

someone else experienced it before. Hearing others'

God’s plan and purpose will always prevail.

testimonies got me through it. I made it my mission to be very transparent in my growth. Although I have a

IMM: What would you say are some of the hardest

fashion platform, it doesn’t mean it has to stay at a

challenges you’ve had to overcome growing up?

surface level. Fashion is deep and plays a major factor

YM: Imposter Syndrome - the feeling that we don’t

in our mental health so I just decided to take it a step

deserve what we have. That we are out of place. This is

further and talk about real life stuff.

a constant battle for me. It takes me out of my purpose and leads me to focus on the little things that don’t

IMM: Describe a day in the life of being a Content

matter. This is where my relationship with God kicks in.

Manager for you? What do your “you” days look like?

Imposter syndrome is not of God. From the moment I

YM: The day in the life of a content creator is a

was created I was given purpose and promised by God

commitment to your phone. It is accepting that it’s

that I will never be displaced. Although I still battle with

now attached to your hand. When I wake up I answer

this, I had to overcome thinking I was alone in

all new and looked-over emails. Then I check my

overcoming this problem. I now know that God is my

content calendar to see my posts times and upcoming

refuge.

campaigns. If there’s campaigns or collaborations I have to shoot, I do that. Then on to editing...there's

IMM: Describe your style. What advice can you give

always something to edit. Of course the life of a

people working on their own style?

content creator is much different in 2020, because

YM: I would say my style is classic with a twist. I love

what isn’t different this year? In the past I would

taking classic pieces and playing with their color,

check my calendar for my events but now I’m making

texture, dimension, and proportion. My style is 100%

events out of going to the park or long walks. I’m

me. Lively, a little loud at times, and super chill. I

appreciating this time because it’s really giving me

encourage that for everyone’s style. Make sure it

time to refine my goals and what’s important to me

expresses who you are. This requires having an

and my brand. I also am catching up on my shows,

understanding of who you are first.

cooking new recipes, and taking care of me. > IMM Magazine | 17

IMM: What are some of your current fashion

IMM: Tell us one thing about you that we could never

obsessions?

guess.

YM: Any and everything green. With 2020 being a

YM: I’m the biggest Marvel geek. During quarantine, I

bully, the green trend keeps a smile on my face.

OD’d on the movies and even watch some of the marvel anime.

IMM: If you could have lunch with any muse, who would it be and where would you go?

IMM: What’s up next for you?

YM: Pyer Moss! He has found a way to love fashion,

YM: To continue on my purpose which I believe

call it out for its lack of respect for black culture, and

fashion, rehabilitation of my culture, and mental

honor black people and their ancestors all in one

health awareness all play a part. Last year I started my

swoop. We would go to a blacked owned restaurant

brand Curated.ByYolande which touches on each one

because there’s nothing like growing the black

of these. I started by creating art that spoke to the

community. We would sit and talk about how we

beauty of black people for black people. Then I

combined our passion and how we will continue to do

started a dinner series for BIPOC (Black, Indigenous,

the hard work in the future.

People of Color) where we can break bread and have a space to freely talk about issues that plague our

IMM: What does success look like to you?

community and how we can be of service to each

YM: Lately this has changed for me. I’ve come to

other. Now my goal is figuring out how to grow my

realize that I’m already successful because I have

brands

purpose. I guess I would say making sure God’s name is

created/revealed. >>

in

the

new

normal

that

2020

has

exalted in my work. I want to make sure I’m in the backseat at all times while God is driving.

IMM: What type of advice would Yolande give to 21year old Yolande?

YM: I would say, "Girlllllll you are worthy, beautiful, smart, on purpose, talented, kind, loving and caring.

Nothing about you is a mistake. Life will get hard but keep looking up to God and nothing will stand against you."

IMM: Fave quote?

YM: I’m about to sound like a holy roller because it’s definitely a bible verse. John 15:16 “You did not choose me, but I chose you and appointed you so that you might go and bear fruit—fruit that will last—and so that whatever you ask in my name the Father will give you.”

Follow Yolande on IG: @thelanguageofyolande Visit her blog at www.thelanguageofyolande.com

IMM Magazine | 19

NOT YOUR ORDINARY DUO Highlight with the CEO's of "It's Closet Talk"

The pandemic might have slowed down a few things, but

CT: The idea of creating a platform to focus on the

for the lady bosses of It's Closet Talk, virtual styling hasn't

things that relate to a closet initiated what Closet Talk

missed a beat. Based in Washington, DC, Morgan

is today. Coming up with the name “It’s Closet Talk”

Buckmon and India Fersner know how to adapt to the

didn't happen overnight but we instantly fell in love

times, and to the trends, all the while encouraging clients

when the name came about. Closet Talk is a relatable

to express themselves through style. Find out how these

space where we can encourage the everyday person to

CEO's are thriving through fashion below:

build, maintain a functional wardrobe, and spark

IMM: How did you two meet?

CT: We met at Hampton University (The Real HU) during our freshman year.

IMM: How do you balance friendship and business?

CT: Our friendship is a big contributor to balancing our business. Respecting each other’s point of view and consistent open lines of communication is the foundation.

We run in the same circle so our relationship enables us to work and play.

IMM: What’s the story behind “It's Closet Talk” and your brand?

IMM Magazine | 22

creativity that will transition an individual's vision of style. We are that good girlfriend you can call for styling tips or closet organization ideas.

IMM: What challenges do you have as stylists?

CT: Sizing has been one of our challenges we have faced. Each body type is different. What may look good on one client may not look good on another. It is important for us to keep body type in mind, garment structure and material, and knowing the fit of different brands.

IMM: How do you choose what looks work for each individual client?

CT: We first have an introductory phone consultation

IMM: How has COVID-19 impacted your brand and

with our client to get to know them and their needs.

what are some of the ways you work around it?

During the conversation we request a photo of

CT: Our closet organization service got hit the most

themselves and their style inspiration. From there we

because we had to social distance and we weren’t

can curate looks for a specific event or their wardrobe.

allowed in our client’s homes. We then decided to shift our closet organization service to a virtual platform. In

IMM: Describe your personal style. What advice can

addition to our closet organization services, our styling

you give someone working on their own style?

services, in person and virtual, were at a halt. The

CT: Together our style yields a powerful combo that

wants and needs of our clients drastically changed. To

showcases a fresh, polished, trend-driven and bold

work around that, our Instagram content began to be

point of view. Be yourself, it’s great to have inspiration

more geared towards at home styling and closet tips.

but take that inspiration and make it into your own.

IMM: Where do you pull your creativity and IMM: What are some of the most treasured items in

inspiration?

your closet?

CT: We love flipping through magazines, scrolling

CT: (India) My mom’s jewelry that I have after she

through Instagram (always), Pinterest, fashion blogs,

passed away. (Morgan) My first ever Diane Von

and everyday life. We love to watch and see what

Furstenberg wrap dress. It’s an iconic piece that I'll

others are wearing. People are walking inspo!

never get rid of even if I can’t fit it anymore.

IMM: If you weren’t stylists, in an alternate reality, IMM: Tell me how you organize, plan, and prioritize

what would be your professions?

your busy schedules with everyday life?

CT: (India) To be honest, what I'm doing right now. I

CT: It’s not easy but we make it work! Even though we

can’t see myself doing anything else. (Morgan) I would

both have full-time jobs, we carve out enough time

be a backup dancer for Chris Brown.

during the week for meetings and our clients. We use a project management and task management app

IMM: What trends are you loving right now?

called Trello to create deadlines and track tasks as well

CT: Right now we are loving sheer tops, puffy sleeves,

as making sure we hold each other accountable.

animal print, hues of orange and pink transitioning through the seasons, layered jewelry, leather (real or

IMM: What’s the best way to deal with someone who

faux), and small cross body bags. >>

has low confidence?

CT: We love the quote by Deion Sanders but with a

To keep up with the ladies of It's Closet Talk, visit their

twist, “Look good, feel good, do good." Your level of

website at www.itsclosettalk.com, or follow them on

confidence changes with simple things such as getting

Instagram at @itsclosettalk.

your hair done, putting on a new outfit, or taking time for yourself. We love to boost our clients confidence and celebrate their unique sense of style.

IMM Magazine | 24

Alpha D E S I G N E R

S U I T E S

ALPHADESIGNERSUITES.COM

Creating Innovative Content HOW TO ENGAGE YOUR AUDIENCE

By Tiffany Davis Photos by Mariela Naplatanova

IMM Magazine | 26

It's that time again. You've finally stopped hitting the snooze on your alarm clock, turned on your coffee machine, and now it's time to create some content. But what happens when you feel like you have nothing to say?

Content creation is a vital element to expanding and showcasing your brand. People want to know who you are, and why they should buy into your products and services.

And before they can do that, you must give them what they want, meaning, innovative content that speaks to who you are, and who your company is, as a brand.

So let's say you finally rummage through your photo gallery and share a post. What motivates users to share your content? Clearly, there is a science behind what motivates users to like, comment, or even retweet/repost on their own platforms.

But it just seems like such a hassle.

So is there really a way to create innovative content that can attract your audience to engage with you?

Why, of course there is! You are one step away from creating high quality content for engagement with these tips.

“Content creation is a vital element to expanding and showcasing your brand.”

Keep Your Audience in Mind

Smart Structuring is Your Friend

Before ever creating or sharing content, think about your audience: ask yourself if it's something they would like to see and share with their friends. Once you have some ideas, you can even poll your audience to generate comments and perhaps initiate debate. This not only creates engagement, but gives you special insight into what they are looking for.

Internet users read rarely read unless they come across something eyecatching, and nothing will turn them off more than a "wall of text." Format your content intelligently by using numbered lists, bullet points, shades of color, and headers to easily highlight key information points.

Create Infographics Infographics are informative but easy to understand. And because they come in the form of images, they are convenient for the majority of Internet users who mostly share visual content on social media. Using tools like Piktochart or Canva give you a running start when it comes to design. Plus, most people are attracted to the break in monotony on profiles, so creating infographics can be a much needed, creative break.

Give them Value Informative content is good, but if your readers and clients can’t put your words in practice then they will not benefit from what you are trying to sell to them. A primary goal of content is to solve users' problems and show how to overcome them; this will not only build brand loyalty, but it creates an authentic brand and will keep them coming back for more. And having returning customers and clients is always the ending goal. As long as the content you create is genuinely helpful, it's also certain to be passed around. And the more your content is circulated, the better it will be for your business. >>

IMM Magazine | 27

TAPPING INTO YOUR TALENTS DISCOVERING HIDDEN PASSION Discovering new talents is like peeling an onion; you are made up of all these different layers and your talents are endless.

WRITTEN BY DEREK HOUGH PHOTOS BY JONAH MARQUESE

We all feel pressure to be perfect at

What is the definition of progress?

times. Whether that pressure is real

Progress is described as forward

or perceived, it can come from within

and

us, our environment, or those around

positive

us. Although deep down we want to

fixating on what we aren’t great at,

be successful, perform well, and be

what if we shifted the focus to our

admired or respected, the reality is

strengths and unique skills and

that there are some things we’re just

leveraged what we are good at to

never going to be good at no matter

achieve real success?

onward

movement

in

direction. Instead

a of

how hard we try. So in reality, the goal is to not be perfect, but progress.

IMM Magazine | 29

Find your Forte:

The Thrill of Discovery

Start mapping out your passion by asking yourself

Ever have that rush feeling that comes with the joy of

some thought-provoking questions.

learning something new?

Make sure to

That's what the thrill of

write your answers down either in a journal or a dry

discovery is. Finding out new passions and talents can

erase board (so it's visual):

create a sense of wholeness.

What do you love to do?

The Thrill of Research

What makes you feel the most confident?

Have you ever channel surfed and come across a recipe

What is blocking you from living out your dreams?

that you absolutely have to try?

Describe a time when you know you inspired others?

ingredients, you set your oven to 350, and that

What are some of your short term goals?

watermelon casserole comes out delicious. Okay, we

What, or who, brings out the best in you?

don't even know what watermelon casserole is, but you

What are some of your long term goals?

get the drift. By making that one dish, you realize, "Hey,

Write a list of two things you can have completed at

that was kind of cool. I need to try cooking recipes more

the end of every week.

often," and you become one with Top Chef. Then before

What tasks or activities do you get the most excited

you know it, you're on Instagram and Pinterest looking for

about?

new recipe ideas. A little research can jump-start your

You buy all the

new talent right into gear. Why not dive deep into what's The advantages of embracing your abilities and finding hidden passions can be the following:

IMM Magazine | 30

really at the core of you? Happy Discovering! >>

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Think you have what it takes?

This is your chance to be a part of DC's #1 magazine for Creatives, by Creatives.

CALLING ALL UNDERGRADUATE AND GRADUATE STUDENTS. For more info, go to email us at info@innovativemindsmedia.com.