Volume 23
The woman behind Boston's multi-million dollar barre & yoga business. Emily Weiss under a microscope. Finding your three style words. A Substack prediction.
Hi and welcome to Volume 23 of Content People.
Let’s get into it.
The Content People Episode
This week we talked to Andrea Isabelle Lucas. Andrea’s the owner and founder of Barre & Soul, a beloved, multi-million dollar Barre and Yoga studio franchise in and around the Boston area.
With Barre & Soul, Andrea’s created a devoted client base, a beautiful brand, and a cool, welcoming studio experience. (I know that because I did my Yoga Teacher Training there back in 2016.)
She’s also a speaker who’s shared the stage with folks like Michelle Obama and Billie Jean King. And she’s an author who’s been featured in places like the BBC, Forbes, Entrepreneur, Women’s Health, HuffPost, and Boston Magazine. Andrea’s a force.
Subscribe or listen on Spotify, Apple, and Google.
Listening
🎧 The audiobook version of Glossy: Ambition, Beauty, and the Inside Story of Emily Weiss's Glossier. I’ve been consumed by this book. I’ve turned 3-mile walks into 7-mile walks just to keep listening. (In the rain, no less.) I think I’ll have a lot to say after I’ve processed it for a bit.
Reading
Speaking of Glossier. Reading the Into The Gloss with stylist Allison Bornstein. Allison’s famous for her “three-word” approach to personal styling, and her new book, Wear It Well, came out this week. Figuring out my three words and perfecting a capsule wardrobe is on my bucket list.
Following
The mother of all mom blogs, Cup of Jo, has a substack now: Big Salad. So does Erin Boyle of Reading My Tea Leaves. The bloggers of the 2010s are making moves.
Interested in a Substack prediction? I think we’ll soon see a wave of artfully casual Substack newsletters from founders and brands. The format offers an intimate way to hang out with devoted fans, test-drive tweaks to brand voice or style, and seed PR messaging.
Content People Tip of the Week
This one’s for anyone posting on LinkedIn.
The Tip: Don’t link out to anything (article, blog, book link, etc.) in the body text of your LinkedIn post. Add the link to the comments instead.
Why? LinkedIn wants users to stay on LinkedIn. The platform reduces visibility and performance on posts that include a link.
But, up until this year, a post would also be penalized if the author was the first person to comment. That’s no longer the case.
So, if you want to share a link - put it in the comments.
Bonus Points: Imagery. Make up for the fact that your post won’t have an auto-populated meta image from the article link by posting with an image file.
Something as quick as a screenshot of the article title, for example, can do the trick. Or, if you or your team have the time to create custom imagery (5 mins in Canva) it’s worth the time investment.
Here’s an example of how I recommended a book but (1) included my own imagery and (2) linked to the Content People newsletter that called out the book in the comments.
Ok. that’s all she wrote.
Thanks for reading. Hope you have a great week.
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Meredith