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A Transformational Career with Tara-Nicholle Nelson, CEO of SoulTour

Episode 341
What is a “transformational consumer”? Tara-Nicholle Nelson explains.

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We all are doing a hero’s journey over and over and over and over again. Every time we seek to improve or change something about our lives or try to do something we’ve never done before it is a hero’s journey in itself.” — Tara-Nicholle Nelson

Tara-Nicholle Nelson is a marketer and writer at heart, but before realizing her true passions, it was as a real estate agent that she started her first “customer insights project.” She wanted to help people make better decisions when buying homes, so she created a flow chart for making decisions. That flow chart led to her first book, The Transformational Consumer: Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier, and Wiser

The book didn’t sell a ton of copies, but one did manage to land in the hands of a founder at HGTV who wanted to license it. This turned into Tara becoming a digital content marketing consultant and PR spokesperson for HGTV. It was the beginning of an inspiring career journey for Tara, one focused on content marketing. 

Today, Tara is the founder and CEO of SoulTour and the CEO of Transformational Consumer Insights (TCI), a strategy and customer research firm. TCI builds customer loyalty and engagement with content strategies based on research and customer insights. Tara also serves as a transition coach to a select few transformational leaders at SoulTour, a company that provides programs to help leaders along their journey. 

On this episode, Ian sits down with Tara to discuss how she got into marketing after being a lawyer, the transitions she has made throughout her career, and what triggered her desire to write her first book on the “transformational consumer”.

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Quotes from Tara:

I learned to truly, deeply trust my inner guidance and learned that like if I got clear and decisive about what I wanted to create in my life, the opportunities will actually flow in. Especially the more you just put what’s on your heart out there.

I’ve got to be able to help people make better decisions. So I used what I knew about curriculum design and I created this flow chart that was like how-to, plus what to expect, plus mindset management, which I maintain is still a very good content marketing formula.

Our emails were deep dives into how we could remove a friction that we knew our customers were experiencing, in trying to solve the high-level human problem that we as a company existed to solve.

I think that we’re all superheroes. I think that human beings, we all have the ability to have a thought or an idea about a thing that does not exist and then cause that thing to exist.” 

[On the transformational consumer…] “This group of people just over indexes. They are avid in their continuous efforts to live healthier, wealthier, wiser lives. They are avid content consumers in those efforts. They are early adopters of products, they will try lots of things. They are deeply optimistic and hopeful and sort of extreme in their growth mindset in that they believe that they change anything they put their minds to.”

Mentions:

Youtube

A Nike campaign with two Ethiopian sisters 

Croatia 

The Science of Being Great

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