Put Me In, Coach
Name
Tamara DeOrio
Age
45
Location
Beverly Farms, Mass.
Occupation
Confidence Coach, Photographer
Education
Babson College, BS, Marketing Communications & Busines (’98)
“Go for it! You truly have nothing to lose. Ask questions. Meet people. Read. Travel. Try new things. Take risks. Don’t worry about other people—focus on yourself. Don’t think long-term—focus on now.”
The DeOrio Method: A.B.C.
(Always. Be. Coaching.)
When did you go solo, and why?
I’ve gone solo a few times in my career. The first was 15 years ago when I managed events for an agency for a sizable blue-chip client. They didn’t want to lose me, so they hired me directly, starting my entrepreneurial journey.
This past summer, I was unemployed due to a merger. While sitting at the dining room table, I was looking at someone’s online print shop when my 7-year-old daughter casually asked why I wasn’t selling my own photography. Instead of telling her there were a thousand reasons why not, the next day I started a website and sold two pieces — and I just celebrated my first anniversary.
Since then, my Instagram account, is thriving as I’ve combined my true-life stories of inspiration with my photography. After so many women asked me how they could also gain such confidence, I started a coaching program helping self-doubting women become deeply confident so they, too, could feel inspired to take action in their lives.
Describe a typical day.
After taking my two kids to school, I spend time on my computer sharing posts on social media — stories of how I persevered and the lessons my followers can relate to and feel inspired by. My message is about finding your confidence and having the ability to say ‘yes’ to new opportunities and take action.
Pretty much all day, I’m on my computer connecting with my coaching clients, reading, zooming, writing. And then I’ll do the laundry, go for a run, and figure out what to make for dinner.
What’s the best project you’ve ever had?
My mind immediately jumps to a three-year program my partner and I ran for, New Balance. We managed a retail marketing brand-building campaign focused on the “Metropolitan Female Athlete.” The goal was to celebrate NB’s commitment to her pursuit of forwarding progress and her belief in her limitless opportunity on a global and hyper-local level.
Thanks to the support of our content, marketing, in-store teams, partners, and NB Fitness Ambassadors, we netted over 66 million social impressions and 101 million PR impressions. In addition, we determined that 82 percent of attendees planned to purchase the product because of the campaign.
This campaign was memorable because we created product and brand demand in the fitness space where I resonate, but we positively impacted the community where I live and work.
What’s the hardest conversation you’ve ever had with a client?
It usually comes down to budgeting, when clients say they can’t afford what they want. But once we change the mindset to making it an investment, we always deliver.
Is there a psychology to soloing well?
Absolutely. There is a psychology to this world of doing everything on your own. But, don’t forget, you’re living your dream! You wanted this lifestyle, so here’s how I do it:
Keep updated on your industry: Stay excited about what's happening and how you can continue to evolve.
Connect with other thought leaders: Growing your circle with those who are growing will take you with them!
Follow what consumers are talking about: Be in the conversation and make relationships.
Provide excellent customer service: Staying on top of your client’s needs and providing them with the best service will keep them in the long run.
Enjoy the job’s perks: Find your own dream clients, take time off in the middle of the day, own your work!
Ask for help: Never be too proud to say I can’t do it all, and include your loved ones as they are your biggest cheerleaders!
This is your journey, so embrace your ambition!
How do you know when to say ‘no’ to a project?
It definitely took me time to learn how to say ‘no.’ At first, I just couldn’t — I never want to turn down an opportunity. My motto is there’s always a reason why it was presented to you. Everything is figure-out-able.
That said, when it just doesn’t smell right, when it’s just too much outside your domain, or the money isn’t there, or the timing isn’t right: just say ‘no.’
There are so many factors that could make you turn down a job, but the most crucial part here is actually being able to say it — and doing it without guilt.
Your solo life wouldn’t run without these three tools:
My Mac, iPhone, and Apple Watch — that’s one, right? Because I also need my Peloton and my running sneakers. And books. And peanut butter. And headbands. Oh, and the internet.
Best work habit?
I work like a dog. Seriously. I love to work. I read every email, text, and direct message as soon as they come through, respond immediately, and provide excellent customer service.
Worst work habit?
Did I tell you I work like a dog? I can’t stop working. If I didn’t have kids, I’d be at my computer all day. But, sometimes I just can’t stop.
Who else in your life is a soloist?
My parents were entrepreneurs, running a business out of their house. I saw them and worked alongside them over the years.
Is your family supportive of your solo life?
Of course! They don’t like seeing me working so hard, but that comes with the territory, and they understand.
Who is your biggest professional inspiration? Who are your mentors?
They keep changing throughout my career. So it depends on what I’m working on and where I can draw inspiration. Photographers, inspiring speakers, and strong businesswomen like Tory Burch, who started a female entrepreneurial fellows program.
What aspect of running a business have you never warmed up to?
Accounting. Yuck.
How do you plan to grow your network and market yourself?
At this point in the game, I’ve started outsourcing. I hired a team to help develop my coaching program and create my marketing materials.
Social media is both a blessing and a curse. I love using these free platforms to have direct conversations, but the upkeep is so time-consuming.
I have been networking and sharing my message through podcasts, Zooms, calls, and my website and social pages. I love having real conversations, and they have been crucial to word-of-mouth marketing.
What do you do for health insurance?
My husband has a full-time job, so I’m on his company’s plan. Thankfully — because I used to pay out-of-pocket when I was really solo. That was no fun at all.
Many of us find pricing a mystery. How do you think about what you charge for your services?
For my coaching business, I put a value on the transformation I’m offering. On the results, I’m providing my clients. It’s an opportunity for them to invest in themselves.
It’s really up to the client to see both sides of the story. First, they have to buy into their own transformation. Second, to see the money spent as an investment in themselves that will return to them tenfold.
What’s the single best piece of advice you’ve received about accounting? Bookkeeping? Pricing? Marketing?
Use the online proofreading service Grammarly for everything you write. There’s a free version, but I recommend investing in a subscription. It’s worth it to come across as more intelligent than you are (grammatically speaking, of course).
Where do you do your best work?
Home. I need peace and quiet. And a bathroom. And free food. And the internet.
What do you do on your break time?
Take pictures! It’s my passion, but it also feeds my print photography business. Of course, my favorite spot to go is the beach. No surprise, it’s also where I love to run.
What’s the one thing about your life today that you most treasure that you wouldn’t have if you weren't soloing?
Freedom. That’s not to say my clients aren’t my bosses, but now I run the show. I plan what to talk about. I take photos for my print business. I love working on my own at my speed. Don’t get me wrong, working with others is excellent, especially for collaboration and differing insights, but I like being able to think and not have to commute. That’s been one silver lining from COVID.
Do you have a vacation routine? How do you think about time off?
No vacation routine, but usually when we go, it’s near the beach or up in the mountains skiing. Depends on the season.
Taking time off is challenging for sure. Stepping away from unanswered emails is brutal. But it’s a must to switch gears and have new experiences, which inadvertently leads me back to advances in my business. Funny enough, my clients push me to take a break! They encourage me to go relax because they see me working so much. So even going on a vacation is a win-win.
Ever miss the stability of a staff job?
No, that’s all part of the fun of soloing.
What keeps you up at night?
My to-do list. Ideas come to me in the middle of the night. I’m not stressed, but there’s just so much I want to do that I have so many ideas running around my head. I go to bed around 9:30pm and wake up around 5am — no alarm clock. My eyes open. I ride on my Peloton or run to the beach to catch the sunrise. Every. Single. Day.
What advice would you give your 22-year-old self?
Go for it! Especially at that age, you truly have nothing to lose. Ask questions. Meet people. Read. Travel. Try new things. Take risks. Don’t worry about other people — focus on yourself. Don't think long-term — focus on the now.
Someone once told me to learn on someone else’s bicycle. So I don't think I’d say start your own business at a young age, but instead, find a job in the same field and learn as much as possible beforehand. And then, of course, go solo!
