"Figure out what’s unique and special about you or your product/service and flaunt it" with CJ Scarlet

CJ Scarlet is a danger expert, parenting coach, and award-winning author of books to protect women and children. Known as the “Badass Grandma,” CJ holds a master’s degree in human violence and has helped thousands of crime victims over her 30-year career as a survivor advocate. Her latest books, Badass Parenting: An Irreverent Guide to Raising Safe, Savvy, Confident Kids, and Heroic Parenting are available on Amazon or her website at www.cjscarlet.com.

Can you tell our readers about your background?

As a child, I experienced several molestations and was raped during my freshman year in college, leading me to develop severe PTSD. I grappled with the trauma for years until I took my power back in 1990 when I finally sought help. I became an advocate for other survivors and obtained my master’s degree in human violence so I could understand why people do the awful things they do to each other and how to best help those who’ve been victimized. I ran a child advocacy center for abused children and served as Director of Victims Issues for the NC Attorney General’s Office. After helping thousands of crime survivors, I felt confident that I had a good handle on how to protect myself and others from predators. And then I had grandchildren. Suddenly I was filled with fear and worry for their safety. I felt utterly helpless. How to protect them? More importantly, how to teach them to protect themselves? I wrote my books, Badass Parenting, and Heroic Parenting, to teach every parent how to empower their children to avoid bullies and other predators and handle themselves in dangerous situations. I sleep soundly at night now, knowing I’ve done my best to protect not only my own grandchildren but children everywhere. My mission and fondest wish are to help parents raise new generations of safe, savvy, confident kids!

What inspired you to start your business?

I’ve been an entrepreneur since 1999 when I founded an Internet company that failed when the dot.com bubble burst. I pivoted and obtained my coaching certification and began my writing career. I was inspired by the idea that I could help hundreds, thousands, and maybe even generations through my words. 

Where is your business based?

I live and work in Clayton NC, just outside of Raleigh.

How did you start your business? What were the first steps you took?

I started my new company, CJ Scarlet LLC (DBA Badass Grandma Ventures) in 2019, which promotes my books, videos, and coaching programs. My first steps included forming my LLC and writing a business and marketing plan that included my vision, goals, tactics, and timeline for those goals and the steps to achieve them.

What has been the most effective way of raising awareness for your business?

For me, it’s doing media and podcast interviews, which help me reach the broadest audience. I also use social media a lot (with the help of my very talented intern).

What have been your biggest challenges and how did you overcome them?

My biggest challenges have been around funding and overwhelm. When the pandemic hit, I lost several speaking gigs and the revenues from those, and because I didn’t have payroll, I was unable to obtain a PPP loan, leaving me with no income to fund my marketing efforts. I’ve been using personal funds to get my new books published and promoted and to start setting up the infrastructure for my new coaching programs for celebrity and VIP parents. To overcome the overwhelm, I hired a stellar business coach who helped me identify the top five “biggest bang for the buck” services and products I can offer and devise a plan for how to roll them out in a logical, doable order. I feel like I can breathe again, now that I have that plan in place.

How do you stay focused?

That’s not hard for me. My mission and vision are so clear and I’m such a workaholic that all my actions are directed toward achieving my goals. The critically important body safety information I share through my books and other products and services will protect children from being victimized and could even save their lives—a huge motivator for me.

How do you differentiate your business from the competition?

I’ve differentiated myself through my “Badass Grandma” brand. There are several other body safety experts, but my brand is super fun, snarky, and irreverent, which is entertaining to the GenX and Millennial parents I’m working to reach.

What has been your most effective marketing strategy to grow your business?

My most effective marketing strategy has been refining my Badass Grandma brand and its unique selling proposition. This is differentiating me from every other expert in my field and making me the “go-to” authority for the media and my target market.

What's your best piece of advice for aspiring and new entrepreneurs?

Don’t try to be like everyone else. Figure out what’s unique and special about you or your product/service and flaunt it! Fly that freak flag proudly in all your marketing efforts. Also, figure out your niche and tighten it as narrowly as you can stand. Promoting yourself and your services or products in broad, blurry terms will repel the very clients you’re trying to reach. Would you buy a can on the supermarket shelf labeled “Food”? Of course not. Neither will your clients buy general coaching or other products/services that aren’t clearly targeted toward them and their unique needs.

What's your favorite app, blog, and book? Why?

Favorite app: Insight Timer, which I use to meditate and regain my focus and peace. Favorite blog: Scary Mommy; snarky, funny, super irreverent, just like me! Favorite book: The Big Leap by Gay Hendricks, which helped me identify what was holding me back from total success and offered strategies to blow through them.

What's your favorite business tool or resource? Why?

Google, hands down. Everything you need to know about your target market and how to reach them can be found there.

Who is your business role model? Why?

My long-time mentor and dear friend Mary Cantando, who created several successful tech companies and then went on to write books and create mastermind programs for women entrepreneurs. She goes out of her way to support me, sharing not only her wisdom but also helpful information about opportunities and resources that help me be more successful. She’s kind and wise and a total badass!

How do you balance work and life?

Because I’m an unrepentant workaholic, this is always a challenge for me. To me, balance implies stasis, which is boring and lacks movement and flow. Instead, I seek harmony in all things and use meditation and time with my grandkids to remind me of what’s really important—love, peace, connection, and wellness.

What’s your favorite way to decompress?

Reading is my favorite hobby and I devour books. I read mostly nonfiction business and marketing books, as well as books on spirituality and those with a lot of humor.

What do you have planned for the next six months?

I’m super excited about launching my Badass Grandma coaching programs for VIP and influencer parents! Not only will I help them protect their kids, but their influence will encourage other parents to read my books and purchase my other programs and videos so they can protect their kids too. Everyone wins!

How can our readers connect with you?

The best way to reach me is through my website at www.cjscarlet.com or email at cj@cjscarlet.com. On social media, you can find me at https://www.facebook.com/cjscarletauthor and on Instagram at cj.scarlet. I’m very responsive and love to help people, so do reach out to me!