One on One with TV Show Host Nikki Clarke

Nikki Clarke: Today’s Superwoman

I had the opportunity to sit down with the amazing Nikki Clarke, from The Nikki Clarke Show. I was able to find out about her entrepreneurial road to success and she also gave valuable insight to aspiring authors and entrepreneurs on how they too can have success.

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ikki has a number of businesses and possesses the attributes of what an entrepreneur is all about. When you see the body of work Nikki Clarke has done, the words that come to mind are perseverance, strength, and courage. Sometimes as an entrepreneur and a businessperson, you have to find ways to make lemonade from the lemons that have come your way. According to Oxford dictionary, an entrepreneur (noun) is a person who sets up a business or businesses, taking on financial risks in the hope of profit (Oxford Dictionaries online, 2013).  However, entrepreneurialism goes beyond just setting up your own business. Some entrepreneurs (including myself) will say, ‘don’t box me in.’ Perhaps that is because some entrepreneurs do not want to be defined by just one thing. As you will see, Nikki Clarke cannot and will not be boxed in.

In 2006 Clarke became a jewellery designer, which she says, “happened by accident.” She started making pieces that coordinated with her outfits while she was working as a professor at a Toronto college. She found that not only was it a good way to meditate while making her pieces, she also found it to be an “affordable and interesting way to coordinate accessories with [her] suits.” Before she knew it, she found a buzz going around the faculty and her students. She started getting orders because her pieces were so original. This is how her company Bead 4 Health came about. She used natural materials such as semi-precious stones and wood, which can also be used for healing purposes, hence where the name Bead 4 Health came about. Bead 4 Health has become so well known that it was featured on a CTV eTalk segment in 2011.

In true entrepreneur fashion, Nikki also has other professions up her sleeve, which includes public relations. Her company Nikki Clarke Inc. (est. 2008) deals with public relations (PR), event planning and management, which came about when she was invited to an event in Windsor, a few years ago. A friend needed help with a girl group he was managing out in Windsor. She assisted in everything from make-up to getting press; Nikki also found that she had a knack “for getting free stuff” for the group. The latter Clarke acknowledges is partly known as “PR.” Word got around about the amazing job Nikki did that she was soon receiving calls to be hired for other jobs.

Although it is something that she stumbled in to, Nikki admits that she is a natural people person, and that is a good quality to have when entering a field such as PR. Engaging and sharing with people is part of what PR is about. She finds that public relations is an interesting challenge because it involves various aspects, such as business and interpersonal communication. She also has to “learn [how] to adapt to people’s different styles of communication [and] their personalities.” Although that can be a challenge in and of itself, PR is natural to Nikki who says that, “PR became a label that someone gave me, but it’s something that I always had.”

Shortly after starting her company, she was invited to be on Liquid Lunch for thatchannel.com where she says she had a great interview by station owner Hugh Riley. They loved her answers and charisma so much that the prospect of having her own show was suggested. From there she pitched the idea to start her own show called “And the Beat Goes On.” This idea came from the fact that she didn’t feel there was enough platforms for Canadian talent.

In October 2008 they launched And the Beat Goes On. The show had a four-year run, but Clarke says, “The show needed to mature [and that’s how it] evolved into The Nikki Clarke Show, which is now on the XS Network.”

XS boasts 1.8 million viewers globally. “The show profiles people who have overcome and have inspiring stories to share,” she says. Last month Nikki pitched the idea to Rogers Cable, channel 10 Toronto and a commitment has been made to carry her show, which will start in the next few weeks.

Going into television is not easy to do, and is not for everyone, but she feels that she has a need to share and connect with people. “[It is] something that is an intrinsic value of mine to teach,” she says. “[I taught] for 10 years.  There are many classrooms, and I feel like TV is just another type of classroom for me.” She wants to use media to educate and inspire, keep it honest and show integrity.

ADVICE FOR AUTHORS AND ENTREPRENEURS

A very important part for an author’s sales is to obtain reviews. “You want to make sure that you get a good review,” she advises. She suggests, “giving your book away to trusted individuals who are in favour of you.” She also offers the idea to take one chapter out of your book, and send it as a .pdf to a mailing list who enjoy reading– from there some people may be encouraged to buy your book.  You can also ask for testimonials from the recipients to include on your website.

In order for aspiring authors to get promotions Nikki encourages book signings. “[It is a] very important way of promoting yourself” she says. “[It’s like] casting a net, you’re hoping you can catch good fish.” Often you have to give away things for free, but if you do it right you will reap the benefits in the long term. Nikki advises that you should do your research in advance. Contact the bookstore manager and arrange a day to go in when your targeted audience will be there. She gives an example to find a high traffic bookstore to do these signings, however it is also important that the store should be related to the genre of your book. For instance, if the bookstore specializes in crime novels and your story is a children’s fairy-tale, you may not find your target audience there. She offered the idea to spend two to three hours there and engage with the people and offer potential clients coffee and treats – if they buy your books great, but it is really about making the connection and selling yourself. In other words, “people buy products from people they like.”

Besides in-store book signings, social media is a great way to connect with people. “Social media can be very effective in boosting your business, but you have to know your audience.” For Nikki it is all about catering to your specific demographic. Nikki says that typically Facebook has an audience around the ages of about 18-36, so it’s all about being what she calls “punchy” – getting attention, but keeping it short and sweet. Twitter is another example of keeping it short. “You only have140 characters to create an impression so you are going to have to use brevity and punch [as well].” She warns that people tend to have “social media ADD” so this is why it is important to be quick and to the point.  However, with LinkedIn, because it is a professional networking site with an approximate 20-55 age demographic, Nikki says that you can afford to be more specific in detail.

So the concern for emerging authors and entrepreneurs alike is that they may become lost in the shuffle. To avoid this, it all comes from consistency. Clarke notes, “I use social media like a habit, like brushing my teeth […] just the other day I Googled (sic) myself, and I found myself on over 2 million sites.” Social media is really how she got her name out there.

This can probably be attributed to the fact that Nikki has done a pretty good job at building her brand. This is not an easy feat; it comes with its struggles.

“You will come across certain obstacles [such as] self-doubt,” Nikki says. “You are going to have those days where you question if it is something that you should be doing.” You will not always get the support from the outside to reaffirm what it is that you are trying to do.

 “As a self-employed person, you’re going to have to have the intrinsic value of accomplishments and pride to get you through certain days.”

She forewarns that one is going to get rejection from “people who don’t get you [and] negativity from people who have failed [in the past]” and are projecting their fear of failure on you. Other issues that you may come across is funding, money and resources or the lack thereof. This is why she encourages looking into getting grants, investors or putting money aside to help grow your brand.

Branding is important, but there are big mistakes that can be made. This includes, “not knowing what the brand is, not having a clear image,” she says. If it’s not clear in the beginning issues with your “brand” will be sure to follow. She notes that one has to be “completely at ease and completely convicted with whatever you are trying to brand; and stick with it [because people] need to see stability.”

Speaking of stability, there are times when someone starting out finds they are spreading themselves out too thin. Turning down an opportunity can be hard even if your schedule already seems tight. Nikki agrees that “When your starting your business it’s very important to promote yourself and to use almost every opportunity to get attention[.]” However, she warns, “There comes a time when you have to evaluate the opportunities. Weigh them carefully to see if they are beneficial to you.  You also have to access your worth, once you know your worth; you have to apply that into what you are doing.” So certain things are not going to be worth your time. “It’s going to be difficult to do when you are used to pleasing people. When it comes to business, you have to be clear and direct,” she says.  

For Nikki, it’s about learning to say no and about letting go. “It’s going to be a lot better for you, then saying yes and being resentful in the end.”

You can follow Nikki Clarke on twitter @Nixondamix