We had the good fortune of connecting with Angelica Andrews and we’ve shared our conversation below.
Hi Angelica, what role has risk played in your life or career?
There are a few sayings that inspire me when I think of risk. “Take the risk or lose the chance” and “You gotta risk it for the biscuit!” are my favorite. Risky Business by Zhu is one of my favorite songs actually, the pre chorus seductively chants “Risk it all, risk it all, risk it all, risk it all” for like 5 minutes. I am no stranger to risk taking.
Risk is unavoidable in life! If you take on no risk you wouldn’t get very far. However seeking risk at every corner can destroy everything you worked hard to create. I have seen individuals who become addicted to seeking risk. Risk taking is something I like to approach with balance. Sometimes my intuition is just unshakably strong about something, or someone. My intuition is not often wrong but I find that being able to stay calm, look at a situation logically and conduct a detailed risk assessment is an absolutely essential skill. I don’t trust gut feelings alone. I have taken many risks in my personal life and in my career. Whether it was undergoing an experimental treatment as a test subject to treat my scoliosis by wearing a back brace prototype as a teen or moving to LA at 21 (I had no idea what I was doing), or focusing full time on my own business at the start of the pandemic.
In the most tangible sense I took on a lot of risk by not putting all my eggs in one basket when it came to sources of income. I have a marketing business, I am a model/ content creator, sell goods on amazon, trade stocks and invest in real estate. I have had people constantly tell me I do too much but I think NOT diversifying my streams of income is a risk. In today’s uncertain world success belongs to the brave.
Risk taking has allowed me to be successful where maybe some of my peers were not. Playing it safe doesn’t always pay off. There were many risks I had to take, it could be anything from risking ridicule by putting myself out there to grow my social media presence, investing in a crypto coin early, trying something unconventional in my relationship or having the courage to introduce myself to someone I look up to. I try to look at the opportunity cost of each situation and consider if the concept of failure scares me more or less than the idea of regret. We have limited time here and while not every choice will lead to abundance accepting a healthy amount of risk ensures we live full and passionate lives. Fear sometimes accompanies risk taking and all I have to say to that is, sometimes you have to feel the fear and do it anyway.
What should our readers know about your business?
My business, Palo Santo Marketing is a full service bilingual marketing agency. What makes us different is that we are a marketing agency for the digital age. In today’s digital world you can’t be sending smoke signals! We offer fully customizable services based on our client’s needs no matter how big or small. Whether it’s creating a logo, a customized app, a brand activation with influencers or a full digital presence makeover, we do it all. We work with all types of clients. Restaurants + Food Trucks, golf shows, dentists, dermatologists, lash artists, clothing stores etc.
The idea to start my own business started back when I was studying Economics at UCM. I used to work remotely for a marketing agency based in Wisconsin. They were still doing TV/ newspaper/ radio ads and text messaging marketing. I learned the fundamentals of traditional marketing while also navigating the rise of social media as an influencer myself. I remember asking my old boss why we weren’t innovating or utilizing social media to the full extent. Ultimately I knew I wanted to be my own boss because I had that itch to improve things. I don’t think the older generation really had faith or thought social media would be as important as it is today. While I do still see the value in traditional marketing, businesses have to evolve and innovate if they want to capture as much revenue as they can. Believing in myself and my ability to show business owners the value in marketing and social media was a huge obstacle I had to overcome. Staying up to date with all the changes in the algorithms, trends and laws regarding social media marketing is a constant challenge. The pandemic brought it’s own set of challenges for our clients, luckily we are fully remote and used to the video meetings.
Something I learned from working at my previous marketing position was that so many details fall through the cracks and create redundant reviews and edits when you outsource digital projects i.e. hiring someone else to build a website or create a digital design. From that experience I knew I wanted to create a team who understood my aesthetic preferences and work ethic so we could be efficient. We can create logos, beautiful content, design websites and even create and build custom apps all in house. Being tech savvy pays off!
If you want to be successful in any business you have to be a clear communicator and educate your client on the value of your service. A lesson I learned along the way was that everyone has their own skill. A dentist is skilled at fixing teeth but he may not understand the importance of an online ads because marketing is MY skill. It is OK if someone doesn’t understand why their business needs to be active on social media, I get to tell them!
I just wanted to share my gratitude for everyone who has supported me on this journey. As a latina starting a business during the pandemic things have not always been easy. I want to encourage other entrepreneurs to follow their dreams and share their skill with the world.
We are usually making your business the star but now it’s our turn, follow us on ig @palosantomarketing
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I am a huge foodie so majority of the itinerary would revolve around food! Let’s pretend it’s a Sunday. I would start our day off with brunch at Trust in Hillcrest, the pancakes with fried chicken are heavenly and their cold brew can cure any hangover. Then we would head over to the farmer’s market for a fresh baked croissant and other snacks. For lunch I always take all my friend’s who come visit to Himitsu in La Jolla. If you want a delicious and unpretentious sushi experience go there! I like to hike from La Jolla cove all the way down to windandsea beach, the views and the breeze make any day feel like vacation. I like to shop to pass the time or visit my favorite art gallery BFree Studio.
Around dinner time maybe head over to little italy for a cocktail and then dinner at Born and Raised. Nothing says fun and exciting like a medium rare, dry aged steak! If you are interested in seeing my foodie city guide and more San Diego content check out my instagram @third.eye.glam !
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would like to dedicate this shout out to my parents who risked it all to provide a better future for our family. I am forever grateful and inspired by your hard work. To my younger sister who always roasts me and keeps me humble. My loving and supporting partner who has made countless vanilla lattes to fuel my productivity and guava (my rescue Maltese Shitzu mix) for the endless cuddles.
Other: Personal Blogger IG @ Third.eye.glam Business @PaloSantoMarketing