When we asked Jessie James Decker about staying down to earth as a wildly successful multi-hyphenate, her answer was simple—she doesn’t know how to not be herself. During BlogHer Food, the singer, author, and entrepreneur shared how developing an organic relationship with her community boosted the growth of her many businesses. For instance, when it came to writing cookbooks, a venture she called “a pleasant surprise,” it was her Instagram audience that pushed her into uncharted territory. As she started going live on Instagram while cooking, she realized viewers were eager for the recipes.
Though it didn’t happen overnight, forming an intimate bond with followers has made it easy to create content and products that speak directly to their wants and needs. The lesson here is that engagement matters if you want to grow brand awareness and ultimately scale your profits. Decker is proof that this tried-and-true tactic works. It’s why in spite of the pandemic, Decker and her team are already plotting two or three new Kittenish locations in 2021 and a third cookbook in 2022. (Not to mention, new music and touring to follow if it’s safe—girl is busy!)
Like her, Instagram might be your top-performing social media platform. Maybe you’re finding success on more than one. No matter your marketing strategy, it all comes down to consistency and a willingness to let your personality shine through.
But ultimately, Decker credits the influence of her family. Yes, they’re an amazing support system but they’ve also directly inspired some of her ventures. Besides motivation from her Instagram following, the decision to write a cookbook seemed like a natural next move since she “grew up in a family full of cooks.”
And long before launching Stay Gold Wine, she didn’t have much of an interest in wine until meeting her husband.
“I tasted alcohol before I turned 21 but I didn’t drink a full glass of anything until I turned 22 years old. Once I started dating Eric, he sort of had an interest in wine, so…through our years being together, we started getting into the history behind it, where it was made, why it’s good,” she said. “I’m a girl that likes coffee, whisky, deep red wine, but he got me into white wine.”
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A naturally weak stomach had always been her downfall, but getting educated alongside her partner was all the inspiration she needed to bottle her very own solution.
Decker’s experience is also a reminder of how important personal time off is. Sometimes, the best ideas are born out of these off-duty moments.
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