S2E 7 How One Woman Built North Carolina's Latino Media Empire Lizette Cruz Watko is President of Watko Entertainment Inc. and Watko Properties LLC, and founder of the Diamante Arts & Cultural Center. A longtime advocate for North Carolina’s Latino community, she has spent over 30 years creating platforms that foster cultural diversity, communication, and community engagement. She founded the first Spanish-language newspaper in the Carolinas and the Latino Diamante Awards, now in its 30th year. Cruz Watko is a NALAC Fellow, board member emeritus of Diamante, and serves on the boards of the United Arts Council of Wake, Arts NC, and the Z. Smith Reynolds Foundation Public Art advisory panel.

Picture this: 1993, North Carolina. The entire state has just 56,000 Latinos. No Spanish TV. Barely any radio. Zero newspapers. Lisette Cruz-Watka moves from Los Angeles to a one-bedroom apartment in Chapel Hill and thinks, "Well, I know a little bit about newspapers and PR, why not start one?" Thirty years later, North Carolina's Latino population has exploded to 1.1 million, and the infrastructure Lisette built from the state's first Spanish-language newspaper to the Latino Diamante Awards is still creating pathways for an entire community.

North Carolina wasn't a border state. It didn't have established Latino enclaves. When Lisette arrived, Latino residents couldn't even identify themselves on voting ballots. The work she did in the 1990s wasn't just about creating media. It was about creating visibility, safety, and economic access. From writing the state's first Hispanic Heritage Month proclamation to helping secure Spanish DMV tests and banking access for people without traditional IDs, Lisette proved that when you build infrastructure, communities can thrive. Her story shows what's possible when someone spots what's missing and simply says, "Sure, why not?"

When Lisette launched North Carolina's first Spanish-language newspaper from her dining room table, she wasn't just distributing information—she was creating a sense of "oh, I'm here too." People started coming out of the woodwork. The newspaper circulated statewide, connecting isolated pockets of Latino families and creating the foundation for organized community action.

"If you're not in the room, nobody's gonna take it under consideration." Lisette served on 10 boards simultaneously—not for power, but for representation. Her strategy? Serve one term, then hand it off: "Hey, I have somebody for you." She built pipelines of Latino leadership rather than monuments to herself.

The cohesive Latino community of the '90s accomplished massive policy changes: Spanish DMV tests, driver's licenses for immigrants, banking access, and official state recognition. These weren't symbolic—they were practical tools that made daily life safer. When people had IDs, banks could serve them. When banks served them, they stopped being robbery targets for keeping cash in mattresses.

From television work to talent scouting to launching festivals to connecting Univision with a station purchase—Lisette's career was built on saying yes to opportunities that aligned with her values. "What's the worst that can happen?" She didn't pursue the limelight; she just did whatever work needed doing.

When Lisette created "Lisette Invita," an English-language cooking show featuring Latino cuisine, she was filling a gap she noticed: "I wasn't seeing anybody that looked like me on HGTV or Food Network." Now movie stars are doing her show concept. But she got there first because she understood: if you don't see yourself on screen, you can't imagine yourself in those spaces.

S2 E6 Smart Video Strategies for Mental Wellness Pros

Change the Reel website

Over 80% of clients say they're more likely to trust a therapist or coach they've seen on video before booking. But here's the kicker! Creating content as a mental wellness professional isn't like being a lifestyle influencer. You've got ethics, confidentiality, and credibility to protect.

WHY THIS MATTERS NOW

Mental wellness professionals face a unique challenge: how do you show up authentically on video while maintaining professional boundaries? Whether you're a therapist, counselor, or coach, video content helps potential clients get to know, like, and trust you—but only when done ethically and strategically.

This episode breaks down how to create impactful long-form and short-form videos that connect with your ideal audience without crossing professional lines.

KEY INSIGHTS

Lead with Education, Not Diagnosis:

Talk about general coping strategies for anxiety, not "how to diagnose anxiety on TikTok." Create a content comfort policy that defines your personal red lines for topics, language, and formats that maintain your boundaries.

Confidentiality Comes First:

Use composites or anonymize any client-related anecdotes. Never share identifying details, and always protect your scope of practice. Be explicit about whether you're a coach, counselor, or therapist in your bio, intros, and descriptions.

Long-Form Video Builds Trust:

Think of these as your "special sauce" videos: explaining what you help with most and who you serve. Structure them like a session by hooking viewers with a relatable problem, delivering psychoeducation value, and posing thought-provoking questions. Batch record 2-3 videos in one sitting for consistency.

Short-Form Video Builds Visibility:

TikTok reels and YouTube shorts are conversation starters. Hook people in the first few seconds (never lead with a graphic), stick to one clear message, and repurpose clips from your long-form content. Caption everything for accessibility since many people scroll without sound.

Live Streaming Expands Your Reach:

Host quarterly Q&A sessions on topics like maternal wellness or veteran support. Use prescribed questions to maintain boundaries, and decide upfront whether you'll engage through chat or on-camera questions. Always record for repurposing, and consider having support staff to manage chat or drop links.

Speak to Transformation, Not Trauma:

Frame your content around how you help clients feel more grounded, not "how to survive abusive relationships." Show the transformation possible, not just the pain point.

MAKING IT WORK

Batch Your Content - Record once a month: 2-3 long-form videos can be sliced into 5+ short clips each. This creates enough content for consistent weekly posting without burning out.

Repurpose Everything - Turn video transcripts into blog posts or captions. Pull key quotes for text posts. Use video snippets across platforms. One long-form video becomes a month's worth of content.

Maintain Ethical Standards - Include disclaimers like "This video is for educational purposes and not a substitute for therapy." Avoid engaging with questions so specific they could be perceived as clinical advice. Set clear community guidelines for live sessions.

Show Up As Yourself - Use storytelling to connect by sharing your "why," your values, and personal insights (without oversharing). If you're LGBTQ+, BIPOC, a veteran, or have lived experience that informs your practice, let that be part of your story. Representation matters.

Consider Production Level - Ask yourself: How do I want to be perceived by my ideal client? A clean background, good lighting, and clear audio signal professionalism. You don't need fancy gear, just...

2 5 The Heart Sell - Building Business Through Authentic Connection with Dora Rankin

• The Heart Sell Book - Get more from Dora Rankin. Order your copy of her book here.
• Dora Rankin - Dreamers & Doers® | LinkedIn - Connect with Dora on LinkedIn

Change the Reel website

From Corporate Banking to Heart-Centered Sales: How This Entrepreneur Ditched the Bro Tactics

What if everything you learned about sales and marketing in corporate America was wrong? Our guest today walked away from a 25-year banking career, fired her PR team mid-book launch, and built a business teaching women entrepreneurs that relationships, not tactics, drive revenue.

Meet Dora Rankin: seasoned banking executive turned business coach, author of The Heart Sell, and the woman who's bringing authenticity back to sales strategy.

Why This Matters Now

Most business owners don't understand the difference between sales and marketing. And that confusion costs them growth. Dora spent decades in corporate banking leadership, worked with high-growth fintech startups, and studied women's entrepreneurship at Cornell. Then she walked away from it all to teach a different approach: one where connection trumps conversion tactics every single time.

The Permission Moment

Dora's sister told her at 42, "Take everything wrapped around your pinky and give it to women." That permission, combined with immediate action, changed everything. She left the "corporate trafficking" of senior leadership roles where she had to filter her authenticity, and created a business where she chooses her clients instead of tolerating them.

Here's what most people miss: having the moment of clarity isn't enough. You have to take action on it. Otherwise, it just becomes another moment that passes.

Why She Fired Her PR Team

Dora published The Heart Sell, intending it as a "vanity play"! A big PR push with national and local agents running campaigns. She found herself at a major NYC event talking about the book, and realized: "I don't like this. I don't like how it feels."

So she fired both PR agents (after paying them serious money) and started teaching the curriculum at small business development centers and women's business centers to founders who couldn't afford $25,000 masterminds. She fell in love with actually teaching the content instead of promoting the book.

The lesson? Your original plan might be completely wrong, and that's okay. The book became a blueprint for teaching rather than a marketing tool.

Sales vs. Marketing: The Confusion Costing You Growth

The foundation of The Heart Sell addresses what most founders get wrong: they don't understand the difference between sales and marketing. Dora lays out the distinction simply and provides strategic roadmaps so you can actually grow your business instead of spinning your wheels.

Her approach isn't about being everywhere on social media or chasing follower counts. She doesn't need 1.5 million followers because she's not an influencer—her business model is one-on-one coaching and enterprise-level corporate curriculum. That requires relationship building as its anchor.

The Intention Behind Your Outreach

Here's where most people fail at authentic connection: their intention is "let me get in there and sell something." Dora's approach? "Let me see if there's really a problem, and I wonder if I'm the right person to solve it. Will they let me talk about that with them?"

When your intention is genuine, people can tell. Some...