Sarah Fejfar (00:25.005)
Shelby, welcome to Green Room Central Studios. Say hello to Linchpin Nation.
Shelby (00:30.218)
Hey everyone, I'm so excited for being here. Thank you so much, Sarah, for having me.
Sarah Fejfar (00:34.441)
Oh, my pleasure. I think we're gonna have a lot of fun today. I was doing a lot of research on you before we jumped on and everything just put a big smile on my face. We have so much in common. I thought we would start by having a little fun and having you share a story. So the whole premise for this show is that my belief is that being in the room is everything.
Shelby (00:42.252)
I'll see you later.
Shelby (00:46.354)
Oh, that's awesome. Well, thank you.
Sarah Fejfar (01:02.133)
And a little over six years ago now, I made my way into my first four day personal development seminar. And it changed my life. Within 11 months of that, I had left the Midwest where I'd been my entire life and moved to the Pacific Northwest, moved our family. I'd left a corporate career of 16 years and started my own business, got out of like, uncovered from like a decade and a half
Shelby (01:09.794)
Yeah.
Sarah Fejfar (01:32.381)
It was just like a massive, massive shift and it was that one room. And so I wonder, would you share a story of a room that you made it into that changed your life?
Shelby (01:36.621)
Yeah.
Shelby (01:43.586)
Oh, absolutely. It was actually the first room that I went into too. So it's our stories are very, very similar. Yes. So I was in corporate for eight years, eight years. And I remember, literally, like it was yesterday, I would go on like job interview after job interview after job interview, because I had been there for I don't know, at this point, six this year, as I had gotten married, I started a family and I was just like, it's not serving me anymore. And I first hired one there, I was 23 years old.
Sarah Fejfar (01:48.559)
Really? Okay.
Shelby (02:10.238)
And so I was young, I wasn't married, I had no kids, I literally just left college, I had a dog. And they were like, can you go on trips with us? And I was like, sure, why not? And I was their marketing director, and I was like, oh my God, this is the greatest job ever, especially coming out of college. Little did I know things change really quickly. One day I was literally sitting in my office, and I remember Googling social media conference, seminar, marketing, blah, something. I don't even know what triggered this, but I knew like,
Sarah Fejfar (02:24.641)
Yeah.
Shelby (02:39.83)
I was working in the oil and gas industry. They didn't really believe in marketing in a sense of like, follow the next medium of what's working and social media was it. And so I took a leap of faith and I was like, hey, would y'all be willing to send me to social media marketing worlds? And I was really expecting a no and they said yes. And it was in 2020, I had just found out I was pregnant. It was literally the week before the pandemic. It was like,
People were talking about COVID, but it was like, oh my God, you're gonna go to California and bring COVID back. Basically is what everyone told me, I remember that. So I went to social media marketing worlds and it was amazing. It literally, Sarah changed my life for the better. I watched people stand on stage and tell their story and do things with so much energy. And I was like, oh my gosh, if they can do it, I can do it. And I was like, okay, whatever, let's do this. Well, obviously the universe and God had way different plans.
Sarah Fejfar (03:12.187)
Yes.
Sarah Fejfar (03:29.835)
Right.
Shelby (03:36.17)
Um, cause I come home and COVID hit world shuts down. I was like, well, I'm going to sit pretty in this job and I'm going to implement what I learned here and then I will, you know, start, um, my next journey. And I'd met someone there. We had never met before. We met on the actual Facebook group for social media marketing world that connected us. She was from Tampa. She was in corporate. She was looking to leave too. So it was like, and we both started our businesses at the same time where I went. Um,
Sarah Fejfar (03:43.745)
Yes.
Shelby (04:01.674)
This was probably the end of 2020, the beginning of 21. I looked at my husband, I was like, there's a need for social media managers. And he's like, what? And I was like, this place I just went to, they're everywhere and I wanna get on stage and I wanna talk. And y'all, I was the girl that literally hid under the podium in speech class and was like, no, thank you. Like cold sweats, armpits, like everything just wasn't like a vibe and now I'm like speaking on stages, but.
Sarah Fejfar (04:22.021)
Ha ha
Shelby (04:27.446)
So I got my first client in February and it was really just to redo our kitchen and then it just spiraled. And so I was like, if I would have never put myself in that room, I would have never gotten to where I am today, met the people that I've met today and the friendships that I have because that one person I met were still friends. The person I saw on stage that changed my life, I was just in her mastermind this past year.
Sarah Fejfar (04:41.342)
Mm-hmm.
Shelby (04:51.95)
She's been on the podcast. I've met, the reason I was able to do the event last year is because I met those people through her mastermind. So like everything I believe happens for a reason. And when I tell you like, it's like undescribable of what the magic is that we say that the magic of being in the room happens. Like you can't, that's not something you can describe other than you don't wanna miss out on this because it gives, like I'm getting chills thinking about it now. Like you get chills, you form bonds with people that are trying to do.
bigger and better things and have goals that are far beyond like the normal mentality or the small town mentality of people that are like, oh, that's too far to chase. So the power of being in a room and putting yourself in there, like your life will unfold right before your eyes. That was very long winded. I'm really sorry. I was like, let me give her like all the map pieces.
Sarah Fejfar (05:27.529)
Yes.
Sarah Fejfar (05:37.245)
It's magic. Yeah. But I think that is the best way to describe it. And I love how it is similar for me. Like it just opened your eyes to what was possible and allowed you to put yourself in the shoes of the people that were on stage. I was like, well, I think they could do that. I could do that, too. Yeah, it's so important to get in the room.
Shelby (05:51.67)
Yeah.
Shelby (05:58.936)
Yes.
Shelby (06:02.358)
So important. That's why I like a lot of the event that we put on now is I've been in so many and I'm from a small town, well, small town compared to like who the connections I've met and like all these conferences I go to. But being in a small town, people aren't, we don't get this. Like there's like when I worked in corporate, I would have killed for a marketing conference this close to me and I had to pay for it. And so I was like, Okay, well, we don't have this, why not create this? And then sell the
Sarah Fejfar (06:28.617)
Yes.
Shelby (06:30.262)
the magic in the room. And when I tell you, it was something far beyond I've ever dreamed of and watching the people that may have known each other or known of each other because it was very local. We did have people from out of state, but the collaborations that they made, like the friendships that were formed just from that day because they were like, hell, wait, you're here? I'm here. We have the same goals, not like the same goals, but like you're dreaming big, wait, I'm dreaming big. And so like.
It was just so magical. I mean, I cried. I was like, this isn't real life. Like all these things, because it's just like, this is what happens when you invest in yourself and you take a chance and you put yourself in the room.
Sarah Fejfar (07:08.717)
We don't even realize how lonely we are until we get in the room and realize, wait, I'm not alone. There's someone else trying to figure this out. And yeah, that's so fun. So Shelby, let's go there and let's talk about your first event. So having been in the event production game myself for over 20 years now, I've seen how tough it can be.
Shelby (07:17.587)
Yes, yes.
Sarah Fejfar (07:33.397)
to hit a home run with a first time event. And your event, Damn Good Marketing, had remarkable success in its first year. And now you're gearing up for the next one in 2024. And what I want to know is from your perspective, what do you attribute to that initial success? It's quite a feat in the entrepreneurial world. And I'm really curious what about it made it stand out.
Shelby (07:58.466)
So a lot of things, one, when I put my mind to something, I'm like, okay, I'm an overachiever. And I'm like, this has to go exactly how I planned or I'm gonna think I failed. I know that's not the mindset to have. Maybe you don't take that part of the advice, but I will say this, the power of social media, don't underestimate it because I didn't pay for an ad.
Sarah Fejfar (08:06.235)
Ugh.
Shelby (08:22.13)
I didn't do anything. We did like literally drip marketing where I live on hype. If you want me to be in your room or you want me to come to your conference or be a part of your mastermind or work with you, like I need to feel that feeling that I'm missing out. In the hype of FOMO or just like if I don't go, or what is she about to announce? Like we did a whole bunch of teasers. I will say our success probably number one was social media because
Sarah Fejfar (08:36.135)
Mmm... Mm-hmm.
Shelby (08:51.726)
we started teasing it and I started teasing it with just set your alarms. We have a big announcement. And then it just like then the power of collaboration of who did I know to help me share it. And so I reached out to family and friends and colleagues and clients and everyone. I was like, this is something that you might love or you might hate, but like, if you don't come, would you still mind sharing this for us? And I'm telling you, it was just like, it got, it was sold out, I think a month or two in advance.
Sarah Fejfar (08:56.566)
Yes.
Sarah Fejfar (09:12.341)
Mm.
Shelby (09:19.006)
And so it was just like, holy, holy moly. So I would say if you are putting on an event or you're doing anything in that sense of brand awareness, you need to be utilizing social media to like its fullest potential and like all day, every day, thinking about a strategy of how you're gonna bring in those people that you wanna fill those seats with.
Sarah Fejfar (09:40.401)
Yeah, and I've noticed you doing that for this next one already, building the hype, and you're so, so good at it. And I think people underestimate, like you say, the power of social media to build hype, and you don't have to have it all figured out. You just send them to a waitlist page. Like just that's what you're doing right now.
Shelby (09:46.925)
No.
Shelby (10:02.206)
Yes. So this year is a little bit different. So last year I had it on my heart in January. I wanted to do an event and at first I wanted to do a women's event and I was like, this doesn't feel right. It was just like, it was just all weird. And then I did the mastermind that I was in and I was like, okay, well, God wanted me to wait for a second and like figure it out, really understand like what my personal brand is, what I'm trying to like actually achieve. And then literally Sarah in June or July, I was like, we're going to have an event.
Sarah Fejfar (10:08.503)
Mm.
Shelby (10:28.434)
it's gonna be in November, I gotta find a spot, I have some speakers, let's do this. And so I announced like set your alarms and like I used all of my connections of like my website girl, my videographer, my photographer, like all those, I was like, this is like a chance we're all willing to take if you wanna be on board, but I have a feeling that this is gonna be a big thing and I would love for your help. And so we put one teaser out and then I launched the hype video. And what I learned from that is that works.
But what works better is extra steps that you take. So like, for example, this year, I wanna build my email list. Like that is a huge thing on my bucket list, like to get to a certain subscriber list this year. And so I was like, okay, well, I need these people and I wanna communicate with them off of social media. I love social media, I own a social media agency. Like I am always gonna be team social media. But I was like the hype of getting their information.
Sarah Fejfar (11:17.671)
Yes.
Shelby (11:23.67)
before tickets go on sale. So for the last event, we got a wait list going. And for this year, I have officially decided that wait list gets first dibs. And so you have to be on the wait list for like, they get two whole days to decide if they actually wanna come to this event. And when I tell you the reaction we've gotten just from that, cause they're like, oh my God, Shelby, I think I signed up, but like, I'm so scared. I'm not gonna miss out because our wait list has now surpassed how many tickets we have. So like.
Everybody's like, well, what do we do? Like, it's just like the power of marketing, y'all. Like it truly is of like trying to figure out that emotional connection and aspect of like, what are you giving back to your community? What do they need from this? What problem are you solving? And how are you attracting them to your brand? And I have like a high expectation. I'm like, I want this sucker sold out. I want it like sold out immediately, which is very like, it kind of sounds a little.
I guess cocky, but not really. It's just that high achiever in my brain that like, if I'm going to do this, like I want to do it really well. And I want, um, to give back as much as I can to this community. And like, I mean, I have people that are coming in from out of state, the speakers that we've secured are absolutely, I truly tell myself every day. I'm like, I don't understand how this is unfolding this beautifully already. And it's not until October. And I never thought I'd be putting on an event. I like.
Trust me, I'm like, holy shit, this is a lot of work. So like I get that aspect, but I think it's just like the power of marketing in general and the power of understanding your audience, like knowing what they want and what they don't want and accepting feedback from the events or the stuff that you've done in the past and really taking that and putting it into action. And that's what I did. And I do believe that we're doing this year.
Sarah Fejfar (12:50.697)
Yeah.
Sarah Fejfar (13:12.833)
So what I hear is a lot of confidence in what you're going to deliver and a lot of boldness in making the asks for people to promote on your behalf as well. And also I hear the energy that you have in your voice for like, I just, this is going to be amazing. It's like, this is a rocket ship is going up with or without you, but I highly recommend you get on. And I always say that people can only get as excited about your event as you are.
Shelby (13:41.187)
You know.
Sarah Fejfar (13:41.653)
And I'm wondering where does that come from? That level of like self assurance that I'm hearing in your voice, it's attractive.
Shelby (13:50.626)
So I really think like it's a work in progress for sure, but I will say I've struggled. I mean, well, I did admit just a while ago that I was never the girl that wanted to go to speech class. I never thought I would be in front of a room. I actually thought I was gonna be a physical therapist, which I'm like, okay, that's like way over here and we're way over here. But anyway, so.
Sarah Fejfar (14:03.486)
Yeah.
Sarah Fejfar (14:09.389)
Ha ha ha!
Shelby (14:12.898)
through time, trial and error, and then when I finally got in front of a room, I'm super passionate about giving back, and I'm super passionate about following your dreams, obviously doing the damn thing. Literally, if you have a goal in life and you have a dream in life, I want you to take it and run with it to the best of your ability. And I always, and I believe this down to my core is, you get one life.
Sarah Fejfar (14:27.765)
Yes.
Shelby (14:42.93)
So you get to dictate if you are doing it and staying happy or you're gonna stay miserable in corporate. I'm not telling you to be reckless and leave corporate without a plan because I had to have one because I had two little boys and a husband and we both financially contribute. So we definitely had to have a plan and you have to have a plan, but this event is to showcase people in corporate, people that are influencer content creators, people that have side hustles or that entrepreneurs that anything you put your mind to is doable and it's possible. And...
even though like your small mentality mindset that people have, if they're saying, oh my God, those goals are too big, well, there's a room that will believe in you. And that'll say, oh hell no, we need to double that. And we're going to do that in six months and not a year or nine months or not 18 months. Whatever the case is, when you, I feed off of people that light other people up and it takes a lot of...
Sarah Fejfar (15:23.059)
Mm.
Shelby (15:39.27)
work mentally for me too and I've learned that what will it hurt to just go after your dreams if you can think about the worst case scenario of what would happen to you if you went for it you failed you have to go to another job the event sucked the podcast didn't get downloads whatever it is you're still alive you're still gonna make it so like go do something else
And then like the biggest kicker is this, I have two small boys, I wanna leave a legacy. And if I can't tell them to go chase your dreams and to be happy, and if I'm not doing that, then I'm a hypocrite. And so I'm like, I want them to see me at my happiest. I'm helping people get better at their job or chase their dreams or I'm in their corner just to say, you know what, today was shit and it's okay for you to feel that, but tomorrow we're gonna do better or we're gonna get over it and we're gonna move on because we all have to do that. So.
Sarah Fejfar (16:31.242)
Yes.
Shelby (16:34.326)
Basically, to sum up your question, I think it's more of like, I was asked that question last year to really focus on every single thing that I was doing, whether it was running our agency or podcasting or whatever. And I just walked off of a stage somewhere, I was doing a free event for one of our local people and I was like, I sent the message. I was like, being on stage and talking in front of people literally light me up. And it's not from a, I want to be Uber successful standpoint. It's because
That's what I was meant to do and I want to give back. And so when I founded Damn Good Marketing Live, I was just like, well, here it is. I get to make the rules. I get to give back to this community something that's not necessarily popular here yet. Social media is a foreign language to people. It's starting to get adapted over here. They're like, what, that's a job? And so like, I get to get in control of that. And so it's really freaking cool. The whole...
Sarah Fejfar (17:04.978)
Mm.
Shelby (17:31.742)
That's what kind of drives me and gives me the energy to keep going and doing this.
Sarah Fejfar (17:35.917)
Mm, so beautiful. I sense a really deep belief in other people in their in their dreams and
Shelby (17:42.071)
Mm-hmm.
Sarah Fejfar (17:45.677)
So I'm wondering, you're kind of gearing up for the next one. So my approach to events is all about guiding clients through the three phases of making their event happen. So picture it, plan it, produce it. Sometimes as a coach, sometimes managing the whole thing. And I'm wondering, how does your passion for people and really your deep belief that what they dream of is possible for them and your...
I think just the sense of joy that you get from helping them thrive. How is that coming through as you picture, plan and produce the next one? And make it even more amazing in the second round.
Shelby (18:28.074)
I think that multiple things. So DGML is what we basically shorten it to, was created to give back to my community, the people I have connections with. And so that means who I'm investing a lot of money in my business and my brand and me personally, and I'm taking a chance, scared, very uncomfortable or not, and going to introduce myself to these big name people and be like, hi, I'm from a small town, but like, I want you to come speak for me.
Sarah Fejfar (18:40.47)
Mmm.
Sarah Fejfar (18:53.579)
Yeah.
Shelby (18:57.67)
And so I think that's number one, that's what it is. And then also too, Sarah, I think it's a lot of like, humbling yourself and asking for that real feedback of saying, okay, I know I did really well in delivering for you last year, and I know there was things that we missed on. So can you tell me how I can make this better? And I welcomed feedback and I let it be anonymous and I remember I was like,
Sarah Fejfar (19:13.92)
Yeah.
Sarah Fejfar (19:18.806)
Mm.
Shelby (19:25.102)
could cry in this because it's very, I'm very passionate about this whole thing. Um, I remember sitting in my bed that night after DGML, my in-laws were here and I was like, I need y'all to just hang out with my kids. Like my phone is blown up. I need to go take a bath. I want to really give my undivided attention to the people that. Invested in this event that are shouting out this event that have messaged me about this event. Like I need to give them me for a little bit longer before I mom.
Sarah Fejfar (19:51.24)
Mmm.
Shelby (19:53.118)
And I remember sitting on my bed after, and I went through hundreds of sheets of feedback forms. And I was like, okay. And some of it I was like, wow, that hurt. And then some of it I was like, okay, well, it's not meant to hurt you, it's meant to make you better and make you bring back so much goodness for them for next year. And so the joy also that I have for this year is,
Sarah Fejfar (20:08.383)
Yes.
Shelby (20:19.786)
When I make the announcement of who is stepping on stage this year, I am like, who the hell am I to have brought them to Covington, Louisiana? And I'm just, I'm very grateful. I'm very proud of myself. I'm like learning to take a step to say like, you did this. Like you need to be very proud of yourself because a lot of people feel like they can't cheer for themselves. What if you can't cheer for yourself, who's going to cheer for you? And so that right there.
Sarah Fejfar (20:31.531)
Mm.
Sarah Fejfar (20:42.975)
Yeah.
Shelby (20:49.798)
Even if they don't know who these people are yet, some people won't know who they are because they have a really large following. But some people will not know who they are. But the moment they entered this room, I've seen both of these speakers in real life speak and I didn't know them then. And I was like, holy shit. And I'm just, it gets me excited when I'm down on things that could be happening on the agency side or personally or mentally struggling with something saying, you know what?
these people are gonna come back and give to our community and that brings me joy. And so knowing that I've worked so hard to make sure it's someone that's not just speaking at every event around here or that's maybe never even been to Louisiana or even to Covington, to just give back as much as I can. And that's really the driving force of the joy, truly.
Sarah Fejfar (21:32.337)
Yeah.
Sarah Fejfar (21:41.937)
Mm, that's beautiful. And my logistics brain is instantly going to the suggestion, maybe you work into the run rate of this next event, a hotel room, the night of the event wraps, and you don't go home and you decompress and yeah, because it's like, well, it's like, I know a big piece of
Shelby (21:59.894)
where I literally can just soak it all in and not have to answer anything, yes, that's probably what it'll do.
Sarah Fejfar (22:07.249)
the event as the host, you know, your job is coaching their reentry into quote unquote real life. And that's a big job for the host to do. But it's also we got to remember, we got to coach our own reentry into real life. And we've just experienced and led something magical. And it the decompression time, like it takes a minute and it needs to be honored. Yeah.
Shelby (22:36.018)
Oh yeah, this year I blocked off the day after my event because last year I was silly and didn't realize it and I had to drive two hours to go speak at another event. And I was like, I was like, well, we'll learn for next year. So this year, like the day before, I think I blocked the whole week actually. I was like, no, you can't be like, we can't, I need to soak in it because the feeling I felt after, I just also can't describe that either. I was just in awe.
Sarah Fejfar (22:39.399)
Awesome.
Sarah Fejfar (22:47.069)
Oh my goodness.
Sarah Fejfar (22:57.237)
Mm-hmm.
Sarah Fejfar (23:03.613)
Mm.
Shelby (23:04.846)
crying, but in a good way. It was just like exciting. Like this is gonna happen again next year. It succeeded and it's amazing. And it was just, it was great.
Sarah Fejfar (23:06.889)
Yeah.
Sarah Fejfar (23:14.957)
Yeah, you know, I've always felt that the magic of hosting is in the details. They're like the little expressions of how much we care for our guests. And for me, caring in this way, ties back deeply to my purpose in life. And I'm thinking about DGML, what are the details that you really get into? Like what parts do you love the most and feel like you want to add that special touch?
Shelby (23:39.902)
Okay, so this is gonna be kind of silly. And it's really not unique to me, it's just who I am. And I got a DJ and I made sure every single person, like every speaker I contacted and I said, what hypes you up? Like, I don't care if I like the song or even know the song. I need you to be hyped up so we can hype this room up. And so everybody sent me their list. I also asked Instagram, like my following my community, I was like, hey,
Sarah Fejfar (24:02.433)
Yeah.
Shelby (24:08.082)
if you're gonna be in this room, we're doing the playlist for this. And when I tell you for journaling, for mingling, for the doors were closed, and so like we like, I learned this year at an event in Power Her with Keisha, I don't know if you know who that is, but she has the podcast, Power Her. And she, I went to her event this year and she kept the doors shut. So she had like vendors outside where you couldn't go in and sit or pick your seat or anything, the doors were shut.
So it had the hype of they have to line up, they gotta get in front of the door, they gotta go in and as soon as the doors open, great music started. So I was like, I'm doing that. It's eight o'clock in the morning. We're gonna need some hype. We gotta get excited for that. And so I did that, the details of the journaling. So like picking songs that really trigger like your emotions of whatever it was that we were doing. So those were really like the biggest details. And then also to like going down to like,
Sarah Fejfar (24:39.306)
Yeah.
Sarah Fejfar (24:43.209)
Yes.
Sarah Fejfar (24:48.393)
Yes.
Shelby (25:06.838)
what you get at every conference is like a journal that's branded and they don't have to bring anything. Like literally, just in case, like they're so excited or they're like, oh my God, what do I bring to every my computer? And like for you to avoid having computers open, like I had branded notebooks with a pen and they were ready to rock and roll. So like those little details that hyped them up or the lanyard that had like the logo on it that people wanna take pictures with or the backdrop that has the logo on it that people wanna take pictures with.
Sarah Fejfar (25:12.063)
Yeah.
Sarah Fejfar (25:31.662)
Yes.
Shelby (25:34.858)
It's like genius for branding aspects, but it's also genius because these people want to be seen there, no matter where it is. So those details are so important. And I'm gonna tell you, they came up all the way to the last minute. And I was like, my dad and mom own a promotional product, screen print and embroidery shop. And I was like, dad, what miracles can we pull? Because I forgot about lanyards and I forgot to have them branded. So can we get those in like a week? And he was like, Shelby. And I was like, I know.
Sarah Fejfar (25:52.858)
Oh boy.
Shelby (26:02.918)
I know, we'll be better next year. But like all the details means something because you have to think about like, what is your audience going to want to love? I mean, what's gonna bring them joy? What's gonna make them excited about posting? Because reality is you want it to be marketed. You want them to take pictures and post pictures and it be branded even if it's just a small lanyard and they're outside instead of in front of the sign. Like whatever, those details matter. And so I wanted to make sure all of those pinpoints were, you know, to a T.
Sarah Fejfar (26:11.361)
Mm-hmm.
Sarah Fejfar (26:32.689)
I love that. I especially love the building of the playlist. Did you share like a Spotify playlist to get people hyped up beforehand?
Shelby (26:41.666)
No, because see, I'm someone that's like, secrets. I like to like, tease, tease. I'm like, so like, there would be time like if I know you haven't been following me for long, but there will be times where I like belt I cannot sing, but I belt out songs in the car. And so I would strategically belt out songs that were like testing out songs for DGML or
Sarah Fejfar (26:45.279)
Oh, okay, okay.
Shelby (27:05.77)
like certain things like that, I'd always ask for feedback. And then getting feedback was so fun because you were like, oh, I forgot about that song. Oh wait, that really resonates with like all, like what we're going through and what we're doing. And it's just, it's just getting everyone involved with the hype of feeling like they have to subscribe. They have to be on the wait list. They have to be following. They have to have notifications on to learn the next thing. And so that's, that's kind of how I tease things. I guess you would say.
Sarah Fejfar (27:21.834)
Yes.
Sarah Fejfar (27:33.973)
Well, yeah, you're embracing that saying that people support what they create, right? And you're doing that all along with the event hype.
Shelby (27:52.454)
Oh, you're back. Okay, wait, you might have to edit this part because I heard you say you'll support you support the people that can you go from there?
Sarah Fejfar (27:58.393)
Oh yeah, I'll say it again. Yeah, you know, the coolest thing is people support what they create. And I'm noticing that you're embracing that in every moment of hyping your event along the way.
Shelby (28:12.138)
Yeah, because I truly believe like if you give everything at once, like, I mean, cool, like it'll be hype for a minute and they're going to forget about it. I mean, we are what, eight, nine months out almost to this event. So you have to strategically plan for everything and like when you're going to launch everything. So the whole mindset was launch the dates and then tell people it's very limited. And then I put out on the podcast,
teaser of how many tickets are available, but then I was like, you know what screw that we're gonna add more so it was 100 and then I changed on mine to 130 and then it's gonna be next it's like The speakers but act no actually it was like the date the announcement of the tickets will be available to the waitlist make Sure on the waitlist and then it's gonna be like all at one time though It's gonna be like tickets are live here are the speakers and then after that it's like the hype of the hype of
video content and photos of the speakers. Be like, okay, you don't want to miss out on this. This is who's going to be there. This is so cool. This is what they talk about. This is what they touch on. And this year, it's definitely a little bit different than last year, because last year was a lot of geared towards social media in general, social media marketing. But this year we're doing like the whole facet of things. We have social media, which obviously is my realm. And then we have business coach, then we have an attorney. And then we have an email marketing strategist, a prelaunch strategist, motivation.
Personal branding, like all these different realms of marketing as a whole that's like, yes, social media is important, but we also know that you do other types of marketing for your business, so I wanna make sure that they have that information that they need in order to go back into the real world, as you say, and actually apply it.
Sarah Fejfar (29:35.701)
Mmm.
Sarah Fejfar (29:51.465)
Right? Because that's what they came for, right? That transformation. And it really looks like, it sounds like you're taking a more holistic approach this second time, it's not just social media.
Shelby (30:04.034)
It's not just social media, even though, I mean, obviously, I truly believe to my core that social media is the number one way to market right now. Obviously, I'm open to debate with a bunch of people because I can, because that's my area of expertise. I am obsessed with organic social media. I don't necessarily think you need paid ads yet. I haven't used them. I mean, I think when you get to a different caliber, we work with small business owners that don't even have a presence or consistency yet on social media or brand awareness.
Sarah Fejfar (30:20.874)
Mm.
Shelby (30:32.038)
Our goal is to work on just organic social media versus ads. And then when we get there, then we talk ad structure to them. But email is important, but your people are on social media, whether you believe it or not, whether you think your business is boring or not. Like I came from the oil and gas industry. If they need to be on social media, pretty much anyone needs to be on social media. So I would argue until I was like blue in the face. But yes, can you tell I'm passionate about this?
Sarah Fejfar (30:57.331)
I'm convinced. I'm sold.
Sarah Fejfar (31:03.857)
Okay, I want to shift gears. I've found that embracing gratitude really kind of opens up my self-awareness and helps me enjoy the ride and even my ability to spot opportunities. And so on a similar note, what are a few things that you're particularly grateful for, especially in relation to adding DGML to your business?
Shelby (31:26.538)
Um, well, I'm super grateful for the life that I'm building. That's like unfolding right before me, but I really, truly could not do that without the support of my family and my kids, even though they're very little and they don't really understand or my team and our community, like everything that I put out the support now is just like overflowing, for example, like I could cry again, wow, I'm emotional today. I'm sorry, sir.
Um, um, for example, all of our sponsorships for DGML 24 are basically gone. We have two left. And so I was like, and, and a lot of them are my clients from the agency side. And so I'm just like humbled and grateful because they're already investing enough money with me or a lot of money with me in the agency side, and now they believe in this too, and I'm just like, holy shit. Like I truly just have no words for.
Sarah Fejfar (32:02.509)
Wow.
Shelby (32:24.65)
what is evolving and what life looks like. Almost three years ago, I was in corporate. I was bored, I hated my life. I was in the best shape of my life because I literally just focused on working out and being miserable and then going home and serving my family and all these things. And now I look almost three years later and look what this life is and it's hard work and people believing in you and the relationships you have. So, gratefulism.
Sarah Fejfar (32:34.541)
Mm. Mm-hmm.
Sarah Fejfar (32:48.124)
Yeah.
Shelby (32:51.494)
understatement for what I feel with the community and the people that believe in this dream and that want to be a part of this dream and that continuously cheer me on and motivate me. This year is we have big expectations and big goals and I'm grateful for the opportunity to even attempt all of it, any of it, half of it, whatever the case may be. And just watching...
Sarah Fejfar (33:12.85)
Mmm.
Shelby (33:16.402)
my agency unfold how it is and then DGML like when I tell you I just sit back and cry and laugh because I don't believe this is my life and so I'm truly grateful and I don't take it for granted and even though the fast pace of life I try to take a minute and say look at what you've done look who have supported you and helped you get to where you are and
just be grateful and sit in that. And so I would say all of that in a bro.
Sarah Fejfar (33:50.773)
That's so beautiful. I mean, it just, it's heavy to receive, I imagine, because it's so much, but also a testament to who you are and who you're becoming in this new role and as if it's meant to be like you're where you're living at your purpose. You're where you're supposed to be.
Shelby (34:10.518)
I will say that there was a lot of times in life, especially like with corporate and doing all these interviews over and over and being told, you're overqualified or you're not good enough for this position. And I just like, literally it was like, okay, well, I'm supposed to be just a mom and a wife and which is fine and going to live in corporate. And so that's fine.
I was like, but I don't want to live my life like this. I like couldn't accept it, but I was accepting it. And then when I kept hearing people say, it's just not yet, like it's not meant to be. What you're trying to do is not meant to be. This is not the opportunity. This is not your story. This is not what it is. You're meant for more. You just have to be patient, right? In that moment, I wanted to punch him in the face. But now thinking back, I'm like thankful for those people because when someone tells you,
When you truly start living out your purpose and your story, your life evolves, you become so grateful, you watch that this is such a beautiful avenue that you get to take and you get to endure. And like when you are actually living in your purpose, it's easy in a sense of the opportunities come, the people believe in you because you have the energy, you have the joy of what you're saying and they can tell.
Sarah Fejfar (35:15.435)
Mm-hmm.
Sarah Fejfar (35:23.741)
Yeah.
Shelby (35:30.178)
that you believe in it and you believe in yourself. So I'll say this to anyone listening, when you walk in your purpose and you accept what you're supposed to be doing, you will become in a completely different person. And it's for the better versus the sitting in misery and being scared to take that leap of faith.
Sarah Fejfar (35:50.637)
Mm. Ah. Ha ha ha.
Shelby (35:52.561)
I know, we're both gonna cry.
Sarah Fejfar (35:56.973)
Let's talk mom life for a minute. So Shelby, as fellow moms and entrepreneurs, I think we often think about what lessons we wanna pass on to our kids. And personally, I'm focused on teaching my daughter about creating and growing wealth and about, along with that really important task of fostering a deep sense of self-awareness and self-compassion. And I'm curious what key lessons or values that you're...
on imparting on your boys, especially in the context of, you know, our unique role as entrepreneurial mothers.
Shelby (36:34.022)
Yeah, and it's hard. I feel like I'm gonna screw them up every step of the way because I'm like, they are rambunctions, but I love them. One thing that we do is we talk about what we're grateful for, they're four and three. And so they don't necessarily understand STAND-IT yet, but like just ingraining it and for them to understand that, being grateful for what you have every morning on the way to school, we say, what's three things that you're grateful for today? And...
It's great. One of them have the same answers every day and I love it because I'm one of them. And the other one it's like, I'm not really sure what's gonna come out. And then also just teaching them like, I want you to be happy. I want you to chase your dreams. I want you to live in your purpose and walk in your purpose and just to remember to be kind and like treat everyone with respect and the dignity that you would want to be treated. And so that would
be our biggest lessons is that no matter what, we are gonna be kind, we are going to live life to the fullest, we're gonna be grateful for what we have and what we wanna be, and I will 1,010% teach them that whatever dream they have, I will back you 100% as long as you are willing to put 100% into it, because I am all for people that...
want to live bigger and want to live better and want to be wealthy and want to just like change the world. But I don't have time for the people that make excuses for themselves or feel sorry for themselves. So to my boys, it's mommy and daddy love you and we want you to chase your dreams as big as they may be. We will be here to support you because if I can see right now what I can accomplish doing what makes me happy, then I can only imagine what they will. So I think it's just
Sarah Fejfar (38:19.958)
Yeah.
Shelby (38:23.158)
the kindness and just being happy and grateful and chasing your dang dreams. Like go do what you were meant to do and the story that you were meant to tell.
Sarah Fejfar (38:27.721)
Yeah.
Sarah Fejfar (38:32.141)
Mmm love that love that. I love that you're starting them so early too, you know
Shelby (38:38.186)
Yes. We have to be kind. There's too much cruel in the world today. It scares me. I'm like, oh my gosh, but it's fine.
Sarah Fejfar (38:43.601)
That's my favorite line from my favorite movie, the live action Cinderella is, have courage and be kind. So beautiful. You haven't? It's beautiful. And I'm sure it would be a, what did you say your boys were for?
Shelby (38:52.134)
Oh wow, I love that. I've never seen that, I'll have to go watch it. Uh-uh.
Shelby (39:01.602)
four, three.
Sarah Fejfar (39:04.253)
I mean, there's, it's just classic Disney. I don't think there's anything wrong that they couldn't see in there. It's very tame. It's such a beautiful.
Shelby (39:12.214)
Yeah, and at this age too, sometimes like, do you ever, sidebar right now, but like, do you ever feel like when you're watching something with your kids, you're like, that's borderline inappropriate, but like, they don't get it. But we watched it growing up and I'm like, that actually is not okay. But like, they don't get it and we didn't get it. And now we're like, cool, we get it. Yes.
Sarah Fejfar (39:23.245)
Ha ha ha!
Sarah Fejfar (39:32.261)
especially in the older stuff. But then I love it when it's again, a car is like a newer thing where they built stuff in for the adults. And I love it. Yeah, yeah.
Shelby (39:44.734)
Yes, cause you're like, okay cool, I see you Disney, I see you.
Sarah Fejfar (39:48.861)
Oh, I love your going to, you're like in the car in the morning tradition. In my family, we have a dinner table tradition and we share three things we're grateful for at dinner and then something we learned that day and then something we're proud of. And yeah, it's, it's kind of makes for a nice, well-rounded conversation about the day. Tell me what's a recent business or personal or both accomplishment that you're particularly proud of.
Shelby (40:03.467)
No.
Shelby (40:17.736)
Oh, um...
Business wise, SCM, which is our agency, is grown tremendously. Last year we doubled in what we were from the prior year. So I was very happy and excited about that. And our projections for this year is to do the same. So that's really exciting. I know we've been talking heavily about DGML, but like, Sarah, I'm telling you, I'm just like, this speakers, I'm just like, holy.
Sarah Fejfar (40:37.414)
Yes.
Shelby (40:48.246)
S-H-I-T, I don't know why I said that. I mean, spelled it. I've been cursing since we pressed record. And then personally, I'll say like, we just, our house, we're in renovation. We bought a fixer upper, and so like, part of our renovations, it's starting to look like a home again. So it's like, great. So like, there's like a lot of things happening that I'm just excited about, and it's a good year. It's gonna be, it's gonna be a good year, and I'm super pumped about it.
Sarah Fejfar (40:53.428)
It's okay.
Sarah Fejfar (41:12.429)
Do you have any special rituals for celebrating your wins? For me, I jot them down in my notebook and I have like a sheet of gold star stickers and I stick next to each one. I know it's cheesy, but it puts a smile on my face.
Shelby (41:21.162)
But, oh, that's so good. That is not cheesy. I actually love that. No, I wish, okay, you know what? That is actually a great idea and I might steal it because I'll say this, even, excuse me, even though I've said like, take time to cheer for yourself and sit in it, that has been a work in progress for me because I'm always the person that's like, okay, well we did that, what's next? And so instead of me sitting in my wins of like, I launched a podcast or.
Sarah Fejfar (41:45.805)
Mm-hmm.
Sarah Fejfar (41:50.22)
Yeah.
Shelby (41:50.602)
I launched a business, Left Corporate, or I launched an event, or whatever, or my kids are still doing great, even though I don't know what I'm doing half the time. Like, I need to know, like, I should definitely, I'm getting gold stars, I'm gonna write it down, and I'm going to be like, Sarah, what would Sarah do? Yeah.
Sarah Fejfar (42:03.529)
Yay. I just it's like I was just talking with someone yesterday and they're like, you really need to go pick up the book. I don't know what exactly it's called something about the gap in the game, but I need to be looking at the game. I need to be looking backwards. Instead of what's the gap between me and my dreams.
Shelby (42:25.382)
Yes, because I feel like a lot of times what happens is, well, number one, social media is terrible, even though I love it. I love it for business and purpose and brand awareness. I love it for business purposes. For everything else, it's fake. I think what people think when they look at social media is they see these previews of people's lives and accomplishments or the people they look up to or aspire to be. They're doing so great. Why can't I be there? Well, you missed that million steps they took to get to that point.
Sarah Fejfar (42:31.17)
It's the best thing in the world and it's terrible. Yeah.
Shelby (42:55.506)
You also are not giving yourself credit for the million steps you took to get right where you are right now. You still did great. Whatever accomplishments that you did in the past, that is not something that should be taken lightly. It should be something that you should look at and honor and be like, holy shit, I did the damn thing. You need to sit in proud moments for yourself and cheer yourself on. I think that that's great, but I think in the society and the world we live in, we're just so used to being like...
Sarah Fejfar (43:00.563)
Mm-hmm.
Sarah Fejfar (43:13.086)
Right.
Shelby (43:25.462)
Fast-paced what's next? What's my next accomplishment? I haven't gotten to XYZ yet, but this person is and when in reality I mean I'm at fault too with that is I don't sit in the present and say Holy crap just two and a half years ago. I was in corporate and look at me now what I've done You know what I mean? So like if people would actually sit down and just say that to themselves and write down with the gold stars Like you say then they would be proud of where they are today instead of saying
Sarah Fejfar (43:28.444)
Right.
Shelby (43:53.078)
Well, dang, I didn't reach this goal. Well, yeah, you did. You just forgot about it. That used to be your goal. That was your goal. So you hit your goal. So it's just, it's a lot of mental stuff, especially living in the digital world.
Sarah Fejfar (43:57.597)
Yeah.
Sarah Fejfar (44:04.725)
Yeah, I forget every single day that I choose my schedule and I do not work in an office in a cubicle and I am living what I only dreamed of before. But now I've been around, I curate my room and social media so strongly that my dreams are so much bigger. I never even had thoughts like that when I was sitting.
Shelby (44:18.475)
Yes.
Sarah Fejfar (44:31.185)
in corporate. And so now my dreams are so much bigger. And so I'm seeing the gap instead of massive gain, like I, uncomprehensible gain from where I was. Yeah.
Shelby (44:31.618)
Well yeah.
Shelby (44:45.13)
Yeah, and I think too, what we talk about this all the time, because like, especially with that generation coming up underneath us is they never really sat in corporate or got to like, I have a point. They never really got to sit in corporate and like understand what it's like to work for someone else or to have such structure where you have to report to an office, you have to do this, you're not gonna love it all. Where now they have endless opportunities to be in content creators, influencers, UTC creators.
Sarah Fejfar (45:04.935)
Yes.
Shelby (45:11.758)
podcasters, whatever the case may be, and they make their own schedule and they take it for granted. Because we have young girls that work for us, we've had some that stayed, we've had some that just kind of didn't stay, and they would give us a lot of pushback about different policies or procedures that we may have put in place. But I'm like, honey, you never experienced corporate. You would have never gotten away with half of this. You now have a luxury. Thinking back, saying if this opportunity was really available, now obviously it wasn't meant for me to do this 10 years ago.
But if it was, I'd be like, holy crap, let's go. But I'm also a workhorse. So it's just like, it's just crazy how your mindset is when you're working in corporate though, when you're working for someone else's dream, when you are truly deep down an entrepreneur and you wanna be building your dream. So like, it's two different mindsets to kind of hold.
Sarah Fejfar (45:46.706)
Yeah.
Sarah Fejfar (46:00.969)
It's so different. It's so different. And yeah, it's, it's hard to even put words to how different it is in the entrepreneurial space. Thinking kind of a little further than DGML 2024. Do you have any like big future?
stuff that you're working towards that it's still just kind of like this big light bulb you're excited about but you're not the kind of wheels in motion yet.
Shelby (46:36.382)
Um, there's one big thing like on my bucket list slash vision board, and it would be to be on a big stage for someone else, like a paid speaking gig. Um, at like a big conference that's known, like that's like a dream. And I would be like, holy crap. Now I'm scared. What do I do? I'm sweating. Um, but.
that I would say there's a lot of things that are in the works, nothing solid yet, like for other aspects of my life, but one like big dream that I were building a personal brand, we're doing all these things to hopefully get me to that point eventually would be a paid speaking gig on Ice Stage somewhere. That's not DJ Mo.
Sarah Fejfar (47:15.573)
Mmm
Sarah Fejfar (47:19.669)
That's a fun one. That's a real fun one. Shelby, as we wrap up here, I value lifelong learning so much and I also subscribe to the School of Thought that we must design our own curriculum with intention. So before we wrap up, I'd love to know three parts. One, what book are you reading right now? Why did you pick that book? And what's one thing you learned so far?
Shelby (47:20.182)
Yeah. I know.
Shelby (47:46.678)
Oh my gosh, do you want me to fall out my chair? Because you're going to hate me and probably delete this podcast episode.
Sarah Fejfar (47:51.218)
Okay.
Shelby (47:53.86)
I don't read books.
Sarah Fejfar (47:56.781)
Stop.
Shelby (47:59.066)
I try, I listen to audio books. Well, I do, and then like the last one I read was, shit, what was it called? Everybody's obsessed with it. It's the habit book. Oh my God, I literally just blanked out.
Sarah Fejfar (47:59.717)
You just blew my mind. Oh, audio books count.
Sarah Fejfar (48:15.438)
Oh, yeah, I'm trying to picture I'm
Shelby (48:18.274)
The one like you change your habits and it's like, oh, what is it? Everybody's obsessed with it. And I read it and I was like, oh my God, this is amazing. And like, it's, oh, what is it called? Can I Google it really quick? Are you gonna notice?
Sarah Fejfar (48:28.729)
Google it. I'm looking right now because I feel like yes that one.
Shelby (48:33.418)
Atomic habits. Okay, so I read that and then I started listening to the audio as I would walk up and down my driveway and I'll say that it was very powerful. If you haven't read that, then you should definitely read it. I haven't read that anything since, so don't judge me there. And maybe we should cut this part out. But hey, I'm real, I'm a raw and I'm honest, so maybe not. Anyway, I love podcasts, but the atomic habits, I will say that it just like retrained your brain on things that we like know. So like you have to start.
Sarah Fejfar (49:01.824)
Yeah.
Shelby (49:02.166)
building those habits that you want to actually change your life with. Like it's just the small things like make your bed, take a walk, get up certain times, set, blah, blah. I love that just because habits really do help planning your day. So I will say that book.
Sarah Fejfar (49:06.494)
Mm.
Sarah Fejfar (49:16.721)
Yeah, do you where do you will you seem very like self assured and far along in your entrepreneurial personal development journey? Where do you get your inputs? Is it podcasts?
Shelby (49:28.834)
So it's podcasts and a lot of it is, you're gonna probably judge me on this one too, it's social media. Like I follow, I've built my algorithm to teach me what I wanna learn. So like you have the control of your algorithm of what you see. So a lot of people are like, oh social media is just dancing people on the internet being silly. Reality, you can learn a hell of a lot from social media. So like I'll follow people like.
Sarah Fejfar (49:35.121)
Yes.
Shelby (49:53.202)
Patrick Fit David, Jasmine Starr, the Hormozies, Layla and Alex, like those people that are in the entrepreneurial world that like trigger me to want to be better. Lori Harder, Chris Harder, those types of people that will teach you. I also do conferences. I'm in masterminds. I'm in connecting with other people that ask questions and questions aren't bad. You can ask and like they'll give you not like a lot of people want to help you. And so I will say like I study a lot.
Sarah Fejfar (49:54.934)
guess.
Yes.
Sarah Fejfar (50:04.298)
Yes.
Shelby (50:22.338)
with that aspect versus just reading, which I do. I keep telling myself every year I need to read, but I just like what happens, I'm just gonna be honest because we've been honest on this podcast. What happens when I start reading is I fall asleep. And so I'm like, well, that was just one page. What do I do? Because I think when I, I'm so go, when I finally sit and settle, and if I'm, especially if I'm on the couch or if I'm laying in bed and people are like, just read 10 pages before you go to bed, I then melt and I'm like, wait, my body stopped. I can take a nap.
And so then I go to sleep. And so I'm like, well, I forgot about that book. So that's really what it is.
Sarah Fejfar (50:52.69)
Yes.
Sarah Fejfar (50:58.029)
I feel you. That's why I read while walking the dog. I can't fall asleep.
Shelby (51:03.626)
Maybe I'll take that up. Okay, I will go find a book and I'll be like, okay, Sarah, hold me accountable and make me read it and check in with me every literally day and tell me, okay, write an outline.
Sarah Fejfar (51:17.374)
You can do this. Shelby, I know we got to get you off to your next thing and my next thing. So before you go, what do you have going on right now that Lynchman Nation should know about and where can they find you?
Shelby (51:34.674)
So DGML is the biggest thing. Obviously if you need help with social media management, we have that as well. It's Shel I'll let Sarah put that in the show notes because Claymore spelt like Clement. But I'm also on all the platforms too. We have a podcast called Damn Good Content Podcast. And we interview people and I give back to the community that way. And then the biggest thing, obviously, what we talked about a lot of the time is DGML. We are hosting an event here on the North Shore in Covington, Louisiana, October 8th and 9th.
Tickets will go on sale to our wait list. So if you're not following us, go to it's damn good official Instagram and snag that link that's in the bio. Get on the wait list. We will launch tickets February 27th and 28th and 29th to wait list members and then it'll hit the public. But I'm telling you guys.
This event ain't a joke. And the people that are already secured their spots for sponsorships are amazing. And the people that are coming to speak and give back, I've seen them speak, I've gotten to know them. I've interviewed them on the podcast or they're in the lineup to interview on the podcast. So it's exciting. So anyway, yeah, that's pretty much it. Anything you wanna know about me, truly you can find on Instagram solely too, cause I am a huge Instagrammer on my website. And then, yeah.
That's pretty much all I got for you.
Sarah Fejfar (52:53.373)
Mm, Shelby, this has been a magical hour. Thank you for your time and joining us here on Green Room Central today.
Shelby (53:02.294)
Well, thank you so much for having me. I really appreciate it and I loved the convo.
