Real Talk with Jennifer Horspool

Greetings Greetings Greetings and welcome to Real Talk Tuesday’s with Liza.
This is so exciting because today I have a special
guest and I want to introduce all of you to
Jennifer Horspool. Hi Jen! Hi how are you? I’m
wonderful so allow me to introduce you first and
foremost everyone. I want you to welcome and
meet the mistress of the ceremonies for
The 3E event. But before we go any further I want to
share something about Jennifer and why do I love
this woman her spirit her soul and her energy
and who she is. So Jennifer Horspool she is
or the name of her company is Engagement, PR and Marketing
She is an award-winning international
speaker herself inspiring and influencing audiences
from all over the globe. She’s been on so many
stages and her expertise is to elevate not only
brands, minds and showcase and just give light
to other people to be the success and it can be
in the way she speaks, the way she writes, the way
she promotes. Actually I think Jennifer is a true
branding person. She is a global brand strategist
and PR person and you know Jennifer and I we met
online so many years ago and we’re going to be
talking about this right? And online dating. It
was online networking. It’s similar. It’s similar.
It’s online dating. Well we were doing a networking
and less give credit to Manny Lopez that’s been
met. Yes. So welcome Jennifer and I am so happy for
having you here with me. I’m happy to be here. I love.
Real Talk with Liza. I love Liza TV.
I love Liza Boubari. Thank you. So for.
for those who don’t know much about The 3E Event it is
our Women’s Empowerment event coming up September 30th
and it’s happening at the Embassy Suits in Glendale
and we still have time for YouTube by the tickets.
But let’s let’s talk about what is a what is brand
strategy branding what is what is the difference
between PR marketing social media. Let’s talk about
those are all excellent questions, excellent questions.
Right? And it’s it in very confusing. Right? So
what is a brand what is branding? What is marketing?
What is PR? How do they all fit together? And
like we know way back in the day there used to be
lanes and every Lane had a very distinct this is
what we do and never the three shall meet. Right?
So there was marketing there was branding there
was PR there was communications there was.
advertising you know what I mean there was
sales and they’re all intertwined now and that’s
that’s because of the Internet right and so your
brand your brand is really what people say about
you when you’re not in the room. It’s how people feel about you or your business or.
your services that you offer the products that
you have. A brand is really an emotional feeling.
And so when you are thinking about branding
right the actual verb of it it’s the purposely
it’s purposely creating the emotional bond you
want people to have with you or with your company
or with your products or your services. There are
people like that will only ever buy one type of
toilet paper because that is their toilet paper
that branding at its utmost right that’s when you
you demand like you will not use anything
else that’s you know the like when we say my
Phoenix right there is all kinds of tissues
and things like that but we say do you have a
Kleenex so right it’s become a branding even though
there’s all kinds of other tissues. Well it’s
that’s an interesting that’s an interesting point
because actually Kleenex and Xerox both in the 1980s
nearly lost their brand marks because their names
had become generic to the action or to the product
itself so by saying I want to Kleenex and you’ll
accept any tissue that might be in a box is not the
same thing right there’s facial tissue which is what
we had to actually move to so that Kleenex was able
to keep its brand same thing with Xerox it was
can you Xerox this until they lost their patent in
the 1980s and when they lost their patent icon all
the other Rico you know all the other brands HP came
out and they created their own type of system that
they competed with Xerox and Xerox had to go and
fight for its brand because that’s one of the
dangers of turning your brand into a verb a lot of
people like to do that and there’s things to think
about and it’s really comes down to when you’re
going to lose your patent but here’s one thing
that I like to say about marketing marketing versus
PR because people ask all the time like what is
the difference right and then versus social media
like you asked right so marketing speaks to buyers and
potential buyers so whenever you’re doing your marketing
you’re really thinking like how can I get people
interested in buying from me public relations
is really the relationship you have with all
the different publics or all the different
audiences that have something to do with your
company or your brand or when they think about you
so PR is really the 360 degree perspective of
your brand so it could be your community it could
be vendors it could be your industry it could be
your employees it could be collaborators like joint
venture partners everybody looks at and then it
also could be buyers and potential buyers right
so everybody is experiencing your brand from a
different perspective vendors are looking at your brand
from a different perspective than buyers are right
and differently from employees so when you’re
speaking to people you have to always be thinking
like what do they need to hear what is it that
they need for me to be able to influence them
properly from my call to action what do I want them to
to do and how do I need to communicate with
them so that they understand what I want them
to do and they’re inspired to actually do that.
Like right now we are inspiring people to come to the 3E events.
So why do they want to come?
Well they want to come because they’re
looking to evoke, they’re looking to embrace,
they’re looking to evolve, they’re looking to
feel good, they’re looking to own the power right?
The power within is what we’re doing this year.
So everything is about inspiring that feeling,
that energy, that what they’re going to get when they come out of it.
And that’s really PR.
And so a lot of people think that PR is media, right?
Like how do you get me in the media?
And media is a tool.
Yeah, it’s a tool. Yeah, because PR is press release. Right.
And that is a tool in PR that we use.
But PR doesn’t stand for press release unless
you’re writing, slang in the email that
you’re writing, but PR stands for public relations
or the relationship that you have with your publics.
And a press release is a tool that we might
use to speak to the media or through the media to a very specific audience, right?
A very specific audience. And we’re doing one.
Actually we’re going to put one out this week about your book, the powerful she.
Yes.
Well, we’ve been in the media.
We’ve been in some of the newspapers and
yesterday I got interviewed by one of the biggest Armenian media, which is Asparas.
And so this is amazing.
So public relations. Okay.
Yeah. And then social media, again, another tool, right?
We live in this rich world where like to do to get people into earned media spots back
in the day, we had, you know, five, five television
channels, maybe three, four radio stations
that you can really get somebody onto and then newspapers and magazines.
And now it’s like online magazines galore, podcasts galore, right?
Opportunities galore live TV shows like Liza TV right now.
You know, I mean, there’s a variety and the good and the bad, right?
So there’s so many opportunities.
And so it’s really about finding your audience.
Where are they? What are they already tuning into?
What are they listening to? What are they watching?
Where are they reading, right?
Where are they shopping?
Where do you want to get them?
It when they’re in the mood to listen to a message that that is going to resonate.
So you want to always be tailoring your message
to whatever media outlet or whatever audience
that is that they’re used to listening to or reading on that station.
So when big companies have their advertising
and sales and PR and all that, each one, each department does something different.
So what happens when it’s a small company
and it’s either a store, either a store front
or a like an attorney, it’s a one person
with three people working in the office.
How do they do a PR or even as you’re helping with our event and everything?
How do we get into the psyche of what the buyer
because like auto companies, auto industry,
is the advertising, it’s not necessarily the
car, but they show when you sit in the car.
How it feels.
And if it is a car that is fast and furious,
it’s more geared to speed and in their late
20s to 40s because especially if it is like a high speed car.
And then if it is a luxury or if it’s an SUV, it’s for moms and family, right?
Yeah, it depends on what, you know, who is
the typical person that drives a certain type of car, right?
There’s a personality that drives a Volvo versus a personality that drives a Bugatti,
right or a personality that drives a BMW or a personality that
chooses a Lexus over a Mercedes, like there’s personalities.
And that’s why, you know, people always say, oh, you know, don’t judge people based
on the car that they drive or the job that they have, but we’re
all looking for where do people fit, which box do they fit in?
And that’s because our brain, you know,
there’s a reason why we say think out of the
box because our brain likes to carton, compartmentalize.
It’s a safety zone.
We know where to put somebody.
So when somebody tells me that they’re an
engineer by trade, I do inquire further because
I come from a family of engineers and I vastly
realize that, you know, an electrical engineer
and a civil engineer and a mechanical engineer are not the same.
They don’t process the thing versus a computer engineer.
Totally different, right?
So what kind of engineer, but just the term engineer tells
me already, they’re likely more of a left brain thinker. They like logic. Logic.
They like reasoning, right?
Emotions are like getting the way.
We don’t want to do it.
You know, they don’t, why would you get all girly out of it, right?
And then ripering people were all about emotion.
We’re all about drama.
We’re all about excitement and you know what I mean?
So, so by figuring out when somebody’s like
a woo woo, right, when they’re talking about
spiritual, they’re talking about crystals,
the logical side is probably less so on them
and they’re going to be ruled more by emotion.
So what kind of the same thing comes down to cars, especially when you get into some
higher end, like some of the really high
end, like I went into my friend’s BMW 745 and I mean, it was like a jet.
It was the most practically advanced car I
had ever seen in my entire lifetime, not only that, it was like a special edition.
It did everything other than take off on the runway.
I mean, it was just astronomical and he was his left brain had a left brain.
Like I mean, he was such a logical thinker.
And so when you’re doing your marketing, you
really want to understand the psychodynamics
of people more than just like people are always like, what are the demographics?
Demographics don’t tell you hardly anything about anybody, especially in today’s world.
It’s the psychographics.
What do they care about? What are they thinking
of? What are their problems that you’re solving?
What gets them excited?
What gets them upset? The more you can understand things like that,
then you can really start actually having
real conversations about with your contents to them to invite them in, right?
Invite them into a conversation with you and
really get to understand them and then you can solve their problems.
Does that make sense?
Yes.
That’s awesome. Actually, when I think about it, I
got into my work because I mean, I left the law firm
and got into hypnotherapy and everything,
not because this was on the trajectory of my, this is what I wanted to do.
It’s because I got sick and then it was through hypnosis that and hypnotherapy that
I believe I healed and that’s why the name
of my company came about to say, heal within.
I realized the powers that we have within
ourselves and how I can help other people through
this modality and now 22 years working with us.
It’s, although I’m solving people’s issues,
it’s a different modality than somebody
else. It’s not what I wanted to do.
This became what I discovered that I can help others.
I just method, right?
If you help people with all kinds of things,
like things that people don’t normally think
about, like people don’t normally think that
their weight is a psychological problem, right? Or a psychological concern.
And they think of weight as what I’m putting in
my mouth and the fact that I’m not exercising, right?
It’s really, or we can come up with all kinds
of excuses while that’s my husband, he puts
all the cookies in the house and now I can’t not eat the cookies, right?
And so, cookies are like my. I know.
But, you know, and it’s easy because we point the fingers to the things that we can
kinetically feel and that we can actually see.
And I was thinking about this earlier and I was thinking about mindset, right?
And we think of mindset as everything that we think of.
But mindset is really the things that we think
of that we don’t know that we’re thinking.
Mindset is truly the subconscious part of the
reason that we have the weight on us and that is your heel within.
It’s actually the mindset of the subconscious mind, not the conscious mind.
We’re always so only aware of the conscious mind.
We think, oh, I fed my, I do my mantras and I
read my this and I did my appreciation thing
in my gratitude journal and how can my life’s not grandiose?
And so you can actually talk about that.
How come your life’s not grandiose when you do all that, you know?
That’s because our programming. Yeah.
Everything is about the programming.
Mindset usually when I talk about clients
and our audience, it’s one thing that you can even do this on your own.
If you are listening, you can take a moment and literally write down.
It’s not necessarily the mindset.
It’s the mindset with a heart set from the core and the core is our subconscious.
So if there is a habit you want to change and there is
a difference between a habit and a routine and a ritual.
So there are three different levels. How it becomes?
Is it a ritual because of what my family
members did, my grandmother, my dad or something like that?
Those are rituals. And then there is a routine.
I do every day, which is a choice, you know?
And then when it gets to a habit, when we repeat the habit, how it becomes a habit?
I like to share about that.
How a ritual to a routine becomes a habit
when you repeat it to a point that it becomes automatic.
You don’t think about it, right?
And when you don’t think about it, it’s already a habit.
But the habit can still be reversed or edited
or changed if it is a negative habit that
it’s no longer good for you and before it
becomes part of your personality, that’s the stage for you.
Your personality is like when they come to me
and they say, “Well, I’ve always been like this.” No, you were not born with us.
So there are so many stages and that stage is when we can make the shift.
So mindset, reset from the core is what we are.
That’s another three, right there.
So I’m glad you brought this up because somebody was saying, “What is 3E?
Why the 3E?”
Plus, I want everyone to know as we’re
speaking that it’s not, although 3E has always
been women’s empowerment, this year is my
last night, the ninth annual 3E and my last
3E event that I’m putting together and everyone is welcome.
Ladies, your family, gentlemen.
So it’s men and women and anyone from all walks of life is welcome to attend.
We have teenagers who are going to be there.
It’s not for children, believe me.
It’s not for kids, but teenagers are welcome
because there’s going to be shifts when they
come with their mom that it’s going to be profound.
Last year, last year we had five mothers and daughters in the group. Right?
My grandmother, daughter, it was like, we had so many generations.
Yes, there was like a whole photo we did, I
remember it was really, really, really neat.
One of the things that I want to mention is because we’ve
been doing so much planning coming up to this 3E event.
So I’ve personally been evoking from everything that we’ve been talking about.
I’ve noticed, I’ve been pounding at the
keyboard, I’ve been working and I’ve been stuck in my core.
When you were talking about even weeks ago about when you were evoking, it’s from the
core, right?
And I was stiff and I was stuck and I thought, what is going on?
And so I’ve been writing and I’ve been evoking and I’ve been doing stuff.
And finally last night, I had a really good breakthrough and I was finally able to let
my core go and I could do like the twisty, turny exercises where I was like, you know,
before I’m going, because if you are stuck in your body, you are stuck in your mind.
And you don’t even know it, you just think like
you’re frustrated or you’re angry or something
bad is like we don’t use our words properly
when we’re not aware of what the actual feeling is.
And so I’m like, as I’m evoking, I’m now I’m
embracing and I’m here, we’re coming up to the 3E event.
So I’m doing the step even just coming up to
it again and I’m so excited and I’m releasing
as it’s going on so that I’m going to be like a whole person ready to evolve.
I know you’re doing Bob at the event.
I’m so looking forward to this and I am so excited.
And I mean, anybody who’s going to be in the event is ripping themselves off. Right?
I mean, this event is where you come and you
just feel great when you leave, you know?
It’s not like an only emotionally event, it’s a really empowering event.
And so it’s like, and I’m so excited for the guests that we have and so excited for
all the things that you have planned, you put so much into this.
It’s going to be really amazingly spectacular.
I am so looking forward to this.
I mean, for personal as well as being a part of it, you know?
Yeah, because even as Mr. Soap’s ceremony is even me as the founder, I feel it too.
I think when the drumming happens, I feel it. I become part of it.
Actually, I’m like a child on that day, very
childlike because I soak in everybody else’s energy as well.
And yet I have to as the person who’s putting
it together and speaking and interviewing everything, it’s like I also hold space.
I’m most hold space for my speakers, for my attendees and everything.
And yet, how everyone be part of it, it’s like
a big huge celebration of who we are. Yes.
Not what we have, not where we come from, because
it all encompasses as realizing you matter, each and every one of us matters.
You as my mistress of ceremonies, which is like
my co-host, matters as much as my speakers,
as much as the attendees each and everyone who is there is showing up for themselves.
Absolutely. Absolutely.
And speaking either to you or my audience,
whoever is listening, when from the moment you come in, you’re going to be embraced.
You’re going to walk in there immersed in immersed.
Right?
So, and we’re going to end today with a celebration.
It is a celebration of life, celebration of who
you are, celebration of womanhood, femininity, individuality.
And we have a red carpet. Right?
And we have a red carpet.
We have the book signing.
I mean, literally, this day from 9 A.M.
until 6, when we even have that stage.
So, even after 6, because we have a reception,
like it’s just going to be our speaker on the phone. Yeah.
Our speakers, I mean, evoking it’s going to be me.
It’s going to be all in red.
That is all about soul.
Soul, connection. Right.
And then introducing a panel of our co-authors, it’s going to be amazing.
The powerful, she, the book that we are launching in the evening on that day, it’s,
we’re going to have half of our speakers on the panel.
You get to meet our powerful co-authors.
And then we have this beautiful healing exercise we do.
We’ve got nourishing lunch. And then afterwards, we’ve got Naseem Matthews.
We’ve gotten, she’s going to be talking about the leadership from within.
I’m going to be interviewing her and then
we’re going to be having me interviewing Lawrence Zarian.
And about.
So excited for Lawrence.
Oh my God.
They started for Lawrence.
I’m just sitting up, the beauty within, right?
That’s my kid.
Yes. Yes.
What? Yeah.
I know because he’s the master. Beautiful.
He is the master. He’s the red carpet.
The real red carpet fashion. The real red carpet.
And he’s got this book about beautiful.
And he’s going to have his book.
He’s going to do the book signing.
And what is beauty, the beauty from outside and the beauty from the inside?
When we feel good from the outside, we feel good from the inside.
But if inside, we’re not feeling good, no
matter what we do, it’s like just a few days
ago, I was going through it the same myself.
I did a few beautiful to go and do a video.
And it’s just like, is it really the
outside, but it’s a projection, right? Yeah.
And then Maurice Benard, I can’t wait until Maurice is off on stage.
He’s fabulous.
He is so fabulous.
Genuine man. Right?
It’s authentic. It’s authentic.
Truly, he lets you in and where I mean he’s relatable.
He’s kind.
He’s going to be so good, so good to wrap up the day.
It’s really, I’m so pleased with everything that we’re going to be offering.
I’m honored that I get to be a part of this with you.
Thank you for having me.
On top of everything, we’re going to have a stage hypnosis show.
Right, memorize.
You know, Michael Mesmer, I want to say something about Michael Mesmer.
I have, I’ve had the honor of serving with
Michael on our hypnotherapy, the
ACHE, which is the hypnotherapy.
It’s the council, the American council of hypnotherapists and hypnotists.
And we served on the board together for over two years.
And we’ve known each other for over 20 years
for as long as I’ve been practicing from
the time that our master Gilboing, the schooling that we both went through.
So he took the stage version where I do hypnotherapy
and he is also a clinical hypnotherapists.
So everyone coming there, you get to hear and understand the difference of which one
of us does what and the magic that happens within us.
And then at the end, we’re going to have that red carpet celebration, party, music,
and the book signing with our co-authors, which it’s going to be amazing.
It’s just a wonderful day of celebration.
It’s going to be fun. I’m really looking forward to it.
So I know we talked about 3E.
We talked about PR.
We talked about social media.
And I want to say I am honored to have met you.
And being my co-host, I am grateful to you.
I appreciate who you are because your energy,
your enthusiasm, it is contagious girl.
So a lot of people think that you and I are related.
Some people think we’re sisters when I was a little bit more blonde.
So whatever it is, you can’t have my culture, have my life.
Love it.
So thank you to you and we invite all of you
to join us at the 3E event and get to see this duo, message and everything else.
I have three more tickets at the discounted price that I can give away.
So if anybody wants that, they can DM me and I can give you my code.
I have three more.
And I’m sure if you had a fourth Liza would allow like one more in there, you know what
I mean, or something if the discounted price.
But I’m just putting that out there because, you
know, anytime you can come and get a discount
to them, it’s like a win win win win win. Right? All the wins.
So I thank you for being a part of real
talk and start writing girl, start writing.
What it is that you want to make a change because on that day,
we may have you come up on stage and make the change happen.
Nice.
Yes, you’re beautiful!
So until I see you next time, until we talk,
thank you for being part of the real talk Tuesdays with Liza and God bless you, made
a universal light surround you at all times.
Bye everyone.

Embracing Change, Embracing Change, Embracing Change