AMA with AMA: Answering YOUR questions!
Holiday marketing... 'Silent Music'... and one of my favorite cookie recipes!
Dear Kula Diaries,
It’s Wednesday, which means that it is time for another AMA - ‘Ask Me Anything’… my weekly column where I do my best to answer your questions about anything. If you’d like to submit a question for a future AMA, you can do that anonymously using this link:
The Deep Vault of Everythingness in the Kula Diaries.
Please keep in mind… I am not a therapist. These are my words, opinions, and advice. Please use curiosity while reading them and take what works for you, and feel free to ditch anything that doesn’t. Above all things — trust yourself more than anybody else (including me).
Without further adieu, let’s get to the questions…
Dear AMA,
How do you feel about all the holiday-related marketing as a) consumer, b) business-owner, and c) human?
I’m going to answer this question from all different perspectives… although I have a sneaking suspicion (before I even type out my answer) that there are going to be some very obvious overlaps.
As a consumer: There are many, many things that I love having and I love giving. There are gifts that I have given to people that have changed the quality of their backpacking or hiking experience. While I wouldn’t consider myself a person who needs to have anything… there are also things that I love… like my snowshoes, my motorcycle, my motorcycle gear, and chocolate bon bons. While I wouldn’t attribute joy to those material items… I do experience connection and joy through the act of participating in many activities that do require the acquisition of stuff. As a consumer, I appreciate the deals that pop up during the holiday season — although admittedly, I am usually too busy trying to manage Kula Cloth that I very rarely do any holiday shopping during the sale time. I do, however, appreciate getting e-mails from some of my favorite companies — because this gives me an opportunity to remember that they exist and to see what items they have for sale.
I’m a very conservative gift giver … I buy a few gifts for my husband and my parents, and that’s it. Many years, I make handmade gifts — I love painting watercolors as gifts and I also love designing one of a kind shirts. I am never tempted to buy what I would classify as junk. I enjoy reading marketing e-mails that are clever, meaningful, and not-very-sales-y. A lot of my friends own companies, so I always love reading their e-mails and seeing what they are doing with their business, products or marketing. In particular, I subscribe to e-mails from Youer, Jolly Gear, Garage Grown Gear, Gnara, Laird Superfood, Nerdy Nuts, Copper Cow Coffee, Wind and Throttle, NOSO Patches and Oat Haus.
This past year, I bought three things during the ‘Black Friday’ weekend: two jars of Nerdy Nuts Nut Butter at 20% off… 4 jars of Oat Haus Oat Butter at 20% off… and a one night stay at The Lodges on Vashon so that we could attend the Point Robinson Lighthouse Christmas Party two weeks ago (they were having a 25% off sale on nightly stays in December and we had been planning on staying there anyway, so I was happy to see the coupon). My marketing gal Olivia told me a few weeks ago that an interesting stat about the Black Friday weekend is that most people use the sale to make purchases for themselves…. not gifts. I am, apparently, a part of this statistic: I purchased nut butter for myself during the sale… and nothing as a gift for anybody else, until at least a week or two later… when I had finally semi-recovered from the madness of packing orders and remembered that I wanted to buy my husband a gift.
As a business owner: I send a lot of e-mails… and e-mails are very important to the success of a business. Instagram and social media are unreliable at best… but an e-mail list is where you will find the people who are interested in what you are doing. I would estimate that over 90% of our D2C (direct to consumer) sales come from our e-mail marketing… versus 10% from other sources (i.e. instagram, etc…). When we post a sale announcement on Instagram…. we will barely boost our sales numbers. But if we send out an e-mail announcing a sale? Our website will nearly explode with excitement.
Every single week, I work with Olivia to create a plan for our weekly Kula Newsletter. It is my absolute greatest hope that our newsletter is much, much more than just a sales e-mail. Olivia understands the ‘voice’ of Kula — which is whimsical, magical and special. Each week, she helps me craft a message that showcases our product… while simultaneously providing other important things: humor, poetry, joy, laughter, creativity and inspiration. I take the time each week to write a Founder’s Message, where I share things that are on my mind. While we do mention some of the products that we sell — not all of the e-mails are focused on ‘selling’. Once we write the newsletter, I press ‘send’ … and it goes out to over 100,000 people.
Almost weekly, I get a combination of messages that share very mixed opinions about our e-mails. Some people are very mad that we send e-mails, and they very strongly believe that we send too many (with few exceptions, I send one per week). Other people write to us and tell us how much they love the e-mails — and that, in fact, we are the only company that they haven’t unsubscribed from. Ultimately, when I think about holiday marketing… and marketing in general… I think about the people who work for me. I think about the people who depend on Kula for their livelihood: my direct employees, my manufacturers, the factories that I work with. Kula is no longer a side hustle for me: Kula is the primary source of income for many people, and it would be a disservice to them if I didn’t participate in some form of holiday marketing. For many companies, the biggest portion of their yearly revenue arrives in the form of holiday sales. As a small business… holiday sales are hugely important to the success and sustainability of our company.
Here’s a sample of our latest newsletter content…
When I see marketing e-mails from other companies, yes, I do see an e-mail… and sometimes there are a lot of companies that send a lot of e-mails. But, I always try to keep in mind that behind those e-mails … there are a lot of people. There are a lot of humans who are just doing their best to try and make a living in this weird world. Even the bigger brands — those are all still made up of humans who are trying their best to contribute to the greater good of the world in some way. I have a hard time understanding the people who get angry or irate about getting an e-mail… because, really, it’s pretty easy to unsubscribe. It’s also easy to just ignore something if you aren’t interested in it. I’ve received horribly hateful e-mails from people who are livid about getting a marketing message… and I’ve watched as they blame me (or the ‘random person’ responsible for sending the e-mail) for the anger that they are feeling. And yet… I’m simultaneously on the receiving end of just as many loving and kind messages in response to the exact same e-mail. In light of this juxtaposition, it becomes very obvious that the emotion generated by each individual is not about the content of what you are putting into the world… but rather, the lens through which it is being viewed.
Somebody once wrote me a very long and very nasty e-mail to tell me that I was disingenuous about everything that I said because I owned a business. As a business owner, I’m here to say: you can do both. You can want to make a living and also really care about other humans. In fact, you can love and care about people more… and still run a business. Isn’t that what most people would want? A business based on real connection and love? For me, marketing my product serves two purposes: it helps me sell my product, so that my business can remain in existence and so that I can pay the people who work for Kula… and it gives me a way to connect more deeply with others and to share love with fellow humans. I really do try and approach everything that we do that way — I understand that many companies do not… but there are still people behind all of it.
As a human: To be honest, e-mail marketing and holiday marketing doesn’t really bother me… and I unsubscribe to things that I no longer want to receive. I understand that many businesses are trying their best to succeed… and that most people who work for those businesses, and most people who founded those businesses probably really believe in what they are doing. I appreciate marketing that is clever, non-sales-y, and also not coming from a place of lack and/or suggesting that I need to have something in order to be happy.
I enjoy giving gifts to people — giving gifts, particularly meaningful ones, gives me a feeling of abundance and it’s fun to give things to other people. I don’t participate in excessive gift giving, but I do enjoy the tradition and I look forward to exchanging gifts with my husband for Christmas or our birthdays. Ultimately, I know that I am the one who gets to decide what, if anything, I want to purchase. The other important thing to mention here is that — beyond the decision to purchase gifts and/or read or unsubscribe to e-mail marketing — it is our responsibility as humans to observe and respond to the emotions that we are feeling within us. It’s my choice to determine how I feel and show up in each moment — and having strong negative or positive emotions about holiday marketing isn’t usually something that I devote a lot of time to. I buy things that I feel excited about, and spend most of my time focused on the parts of the holiday that I love: decorating my cell phone tower tree branch Christmas tree… making cookies… and spending time with my husband and cats. No marketing tactic will ever convince me that anything I can buy is better than those things… even nut butter with sprinkles.
Dear AMA,
I used to be very involved in music during school - but it’s been a long time since I held an instrument. When I hear an old audition piece come up in a Spotify playlist it’s like a portal to my woodwind years. I currently live in a very noise-sensitive place with lots of neighbors and no instruments are allowed (and I respect that). How can I enjoy something akin to making music again, silently?
If you aren’t a musician — keep reading. I think that the answer to this question can (hopefully) provide a new perspective for all creatives.
My orchestra rehearsals were about an hour drive from my house, and my mom drove me to the practices since I was 12 when I first auditioned, and could decidedly not drive there on my own. We had the same routine before every practice: we’d hit the road and make a quick stop at a convenience store called Allen’s, where I would purchase $1.00 worth of penny candy — 100 Swedish Fish or 100 Sour Patch Kids, to be exact. These items would be counted out individually by the sales clerk into a small, crinkly brown paper bag.
Upon arrival at my orchestra practice, I would head to the stage with my violin… and my small paper bag of candy. As you probably know, during an orchestra rehearsal, you get plenty of breaks from playing while the conductor is rehearsing specific parts of the piece with different sections of instruments… so if the cellos were practicing a part… I’d use that opportunity to dive into my candy bag and scarf down a few handfuls of sugary goodness. I specifically remember one ‘incident’ where the conductor looked directly at me and said something to the effect of, “If the candy section were paying more attention…”. I remember sitting there on many occasions feeling infinitely glad that I wasn’t a woodwind player… because how would I have stuffed my face with sour patch kids if I had to play the oboe or clarinet?
I share that story out of deepest respect to you, friend, because anybody that can sit through a two hour orchestra practice without sucking on 15 mints… or without nibbling at gummy candies… you are a hero. I don’t think I could have survived. Secondly, I am so sorry that you are unable to currently practice your music… but I’m also glad that you do have the love of music in your life. It’s such a gift, and I have yet to meet anybody who says that they are glad they quit playing an instrument.
It sounds like you are looking for ways to start incorporating music back into your life — while simultaneously respecting your current living situation. From my perspective, I think that this has the makings of a really wonderful adventure and a quest — a new way to look at an opportunity to create music in different spaces. I also lived in a crowded apartment after my divorce, and so I was always very respectful of my neighbors. I used a mute to practice my violin in my studio apartment, since I didn’t want to disturb anybody. Sadly, my across-the-hall neighbor decided that getting a drum set was a good idea… not quite as ideal for my sleeping situation when I was working nightshift.
So, I’m going to recommend a few options … ranging from very simple… to most adventurous. The first few options are silent options… and the last few options involve actually playing your instrument (but not in your apartment). Here goes:
Purchase a pair of really good sound-cancelling headphones. Listen to your favorite woodwind music, close your eyes, and hold your instrument and ‘mock’ perform it (or ‘air woodwind’ it if you don’t have your instrument in your apartment), if it will help the experience feel more realistic. You are trying to create a virtual musical mediation for yourself. Sometimes I do this with Beethoven music… I put on my sound cancelling headphones, and I’ll even do a little ‘air violin’ for effect — it’s surprisingly fun and really connects me with the music as if I’m there, performing it.
Listen to music with your sound cancelling headphones and allow it to inspire you a to a new type of art — painting, writing, etc… even if your hands are not on your instrument… you are still creating with the music, and I’d be really interested to see what new type of expression emerges from an experiment like that. I’ve very often played music while a painter was painting, and every time they remark that their art is changed and influenced in new and beautiful ways by the music.
Here’s one of my most favorite memories — Musical Mountaineering with Rose and artist Nikki Frumkin:
Creating music goes beyond listening to it and playing it… after all, Beethoven was completely deaf when he composed his 9th Symphony. Music is really about the ‘extraction of love’ from the fabric of the universe… which means, and I do believe this, that you can experience music without hearing anything at all. This is more abstract than the other silent options, but perhaps exploring a project about what it might be like to capture music without sound. It seems like you’ve been placed in a situation that limits your music ability… so what can you use to go with the flow of where you are to discover the essence of music that lives in the silence? I’m not sure what this looks like — maybe it is a photography project of your instrument in unexpected places… maybe it is a series of poems that are trying to capture the essence of a performance… maybe it’s something else. But, I would encourage you to really explore this unique situation that you find yourself in and see it, potentially, as something that is working for you to encourage uncommon creativity and expression.
Look for a place in your area that has practice rooms available — I’d probably recommend checking at a local community college, university or other type of school. You could even call the music department and see if they have rooms available for folks to use for practicing.
When I graduated college, it felt like my musical community had been pulled out from under my feet… they were there… and then they were gone. I had been in an orchestra since I was 12 years old, and I really missed the community and performances. I did a little bit of research, and discovered a local orchestra that was located in my area. I auditioned, was accepted, and ended up performing with the Delaware County Symphony for a few years, before I moved to WA State. This was a non-paid community orchestra, but I loved it. I do have one friend who is a flute player, and I know that they are a part of a local flute choir — so you could also look into smaller, chamber groups.
If you don’t have any luck with finding an existing group… you could start one! Get a little bit creative and find a practice space — you can start with the school options mentioned above, or even look into asking a local business if you could use their space. Write a little ‘call out’ for musicians… decide on some music… and see if you can start practicing together! That might be a great way to create something that hasn’t existed before… and who knows where it will lead!
Go on an adventure quest to discover unique and beautiful places to play your music… I know that one of the local train stations here in WA actually allows musicians to come in and perform at a piano, and I’m planning to do that within the next week or so. But… you could get REALLY creative with this — play in interesting and unique locations. I happen to know that performing on the side of a mountain is possible — so, I’m biased towards that option…. but you could do anything (as long as its legal). I’m not sure what instrument you play… but even mapping out a small ‘quest’ to perform your music at a variety of unique and connected locations could be a fun and beautiful experiment to try … and again… you never know what might happen.
I hope that some of these suggestions are helpful — and that they inspire you to try new things… or get out of your musical comfort zone a little bit… and maybe even help you to redefine what music means to you.
I’ll end by sharing a story that really inspired me when I heard it many years ago. Grant Achatz is the chef behind the Michelin Star restaurants, Alinea and Next, which are both located in Chicago. In the peak of his career, he was devastatingly diagnosed with tongue cancer… and the chemo destroyed all of his tastebuds and he lost his sense of taste… completely. Remarkably, he recovered from the cancer with only a 50% chance of survival. In an interview I watched with him, I recall him saying that it was during the time when he had no taste at all, that he really started to push the limits of what was possible with flavor and food — because suddenly, all of the ‘rules’ about everything he had ever learned were out the window. As he slowly regained his tastebuds, he had the opportunity to learn how to taste again, and he developed an understanding of flavor that went beyond anything he had experienced. I loved this story when I heard it, because it reminded me that limitations are opportunities for infinite expansion and growth — when we know where to look. Your question indicates that you are ready to look into the infinite possibilities that exist to re-connect with your music, and so I am tremendously excited to see where your own exploration of silent woodwind music will lead you.
And just for fun… and since it’s almost Christmas… here’s a video that Rose and I filmed on the summit of Mailbox Peak a few winters ago. This was one of the rare times we’ve hiked together and didn’t carry our instruments (my husband was playing a recording of us performing on a phone).
And finally… one of my favorite cookie recipes.
This isn’t a question, but it’s something I really wanted to share with you… because these cookies are SO RIDICULOUSLY EASY and SO RIDICULOUSLY good! My mom calls these ‘Heath Bars’ — they take less than 10-15 minutes to make. You can also use the same recipe … but swap out the Saltine cracker for graham crackers or pretzels… and the result is just as astoundingly delicious. I’ve been keeping a little container of these in the Kula office right now — much to the delight of the Kula employees (and me). They are festive, cozy and delicious… and definitely better chilled, so don’t leave them at room temperature. I prefer to keep them in the fridge or freezer. If you make them — please let me know what you think!
I asked my employee what she thought about the cookies and she said, “I like them.” I also asked my husband, and he said, “I like them.” So, there you have it folks… COOKIES that are 100% guaranteed to be liked. I hope YOU like them too.
Friends, thank you so very much for being here and for continuing to ask questions and to support The Kula Diaries. It means a lot for me to be able to spend time each week sharing words with all of you — and I truly appreciate your interest and willingness to read them. I hope that, wherever you are right now, you have a beautiful day filled with joy, ease and peace. I am sending you all a lot of love.
“that was good do you want me to film this time” 😂 -Aaron
What a fun memory!