After years as a marketing manager for large companies, Sandrine Defradat is retraining in SEO webwriting in 2020. You want more freedom? Concentrate on yourself? Working with words? Being able to work anywhere? So many questions that Sandrine Defradat asked herself and who today, through her Hellosense platform, is trying to help other people take the leap: that of retraining.
Hi Sandrine, how does one go from marketing manager for large French companies to SEO writer and then creator of a platform that helps people retrain?
Hello and thank you for welcoming me here to Petit Journal. After graduating from my business school in Paris, I quickly joined multinational companies to manage product launches in the world of cosmetics. I learned a lot about marketing, but I always had side projects like writing. Parallel to, My private life has also moved me a lot. After 10 years in Italy, I worked in Switzerland before ending up in Spain, more precisely in Barcelona. Here I wanted to start my own business. Today, many entrepreneurs are launching their boxes. Above all, I had this desire for freedom and enterprise. I could no longer dream of returning to work, and as a mother of two children, I also wanted a certain degree of flexibility. It was while listening to a podcast when I discovered the world of SEO webwriting. I then completed a distance learning course and a world opened up. That of the digital and its ecosystem! Me who had and had worked in marketing for 10 years wrote two psychological thrillers, I learned a lot. Everything complemented each other perfectly. I could write for startups in the cosmetics, dietary supplements, or other space while teaching them the SEO technique and product benefits I knew at the push of a button. A job that allowed me to work from home while traveling. And by narrating this transformation around me, I realized that A lot of people were bad at their jobswhich they also wanted to change, but unfortunately don’t doI had absolutely no idea where to start and most importantly what to do.
In Barcelona I wanted to start my own business and make friends with other entrepreneurs
With the pandemic, many people have turned to web jobs (SEO writing, copywriting, etc.). How can you stand out from others?
It is true that today’s digital professions offer many opportunities and it is entirely possible to run multiple businesses in this space. A web editor can sell her services and manage an e-shop or blog at the same time with membership, etc. For my part, I have chosen to work with companies whose subjects fascinate me because it is much easier for me to write quickly and well. Having worked in the marketing world for 10 years, I feel comfortable writing product sheets, sales pages or newsletters that convert. So when choosing an editor/copywriter, what counts is not only the writing style, but also the course we have taken beforehand. For more than a year I have been working at a start-up that works closely with a digital agency. I receive monthly reports that show that most of my articles appear on the first few pages of Google. Besides, I want too a blog that serves as my SEO lab to continuously test and analyze the results. If I was able to devalue myself at the beginning or suffer from a certain scammer syndrome, today I realized my real added value in terms of business and in terms of the amount of organic traffic that a well-optimized article can bring. I think this last criterion is an important point to distinguish yourself from other authors.
And so of course there was a desire to give more, to go further by creating Hellosense? How did the idea come about?
The platform came into being very soon after my training in SEO. Many women want to change jobs after maternity or after their companion abroad, but many are wondering what exactly to do. It’s a real problem and, for some, a constant search for meaning. Because we all want at some point in our lives to do a job that excites us and gets us up in the morning. Anything is possible in the digital world. You can reinvent yourself, take training or be coached remotely. In a retraining, it is very difficult to get out of the comfort zone on your own, so some introspection is necessary. That’s how I discovered Ikigai. A powerful personality testing tool to get to know us better and help us find our purpose in life. This is how Hellosense was born. I especially wanted to create this platform with experts and certified coaches to support women in their professional retraining. Support them to reinvent themselves, do a meaningful job and thrive. Why women? Because unlike men, they are the ones who will ask themselves a thousand questions and will have difficulty in feeling entitled to dare their project. A lack of trust and a great need for flexibility to deal with children in a society that demands more and more from us and as we have unfortunately witnessed in recent years.
In contrast to men, women ask themselves a thousand questions and hardly feel justified in daring their project.
What services does Hellosense offer? Can anyone take Hellosense training?
Unlike books, YouTube videos, or other online training courses that give general advice, all of our coaching is mostly one to one and designed for women. This allows for truly personalized advice based on the person, their current situation, needs and desires. There are programs to find your way, your ikigai, or even the ideal job with job search help. We also have support programs for dealing with emotions, such as B. learning emotions get rid of impostor syndrome effectively, which we talked about earlier. A lack of confidence can be really hindering when you want to start your project. You need to know how to sell yourself, negotiate your prices, etc. And then there are expert guides for that who want to get involved : have a profitable project, attract customers on Instagram, create a visual identity, do a WordPress training and I myself offer support as a consultant to help them with their digital marketing strategy. Too many times I’ve seen clients start their project and spend insane amount of money to create an e-shop. Very good, but the real difficulty is getting customers and for that you need to have a base in the world of marketing and some knowledge related to SEO to attract visitors to your website. Without relying on personal branding, which is very important to stand out from the competition and attract your ideal customers.
What are the goals of Hellosense? In the short term ? long term ?
Our goal today is to make our programs known to as many women as possible who are thinking about professional retraining and, of course, to support those who wish to do so. It’s a real challenge. It is our mission help them in their professional and personal development. We also have an exchange community and webzine rich in advice and testimonials from women who have dared to be inspired.
I wanted to build a company that could follow me anywhere in the world without having to start from scratch.
It is often said that going abroad messes up our vision and attitude towards the world, but also towards ourselves. Would you have dared to take the leap without this expatriation?
Big question! I’ve always had an entrepreneurial spirit in me and I got bored very quickly after 2 or 3 years in any of my positions. I had this need to create, to develop… However, it’s true that expatriation messes with our vision. I think if I had stayed with Clarins in Paris, I wouldn’t necessarily have had the desire to start out like I do today. It is in Barcelona, shoulder to shoulder with other entrepreneurs, When I saw the good vibes, the sea and the palm trees, I felt this deep need for freedom. And then I wanted to build myself a company that could follow me around the world without having to start from scratch by looking for a job and sending my CV.
Then I would like to add that Motherhood also irks women a lot, expatriates or not. With the pandemic, working from home has allowed some of them to find a better balance to manage their time without being stuck in traffic, for example. It is very important, be able to reconcile professional and private lifeto feel completely fulfilled. No matter what work we do where, we must enjoy it because we have one life, only one. To never regret.
Expatriation messes up our vision. I think if I had stayed in Paris I would not have had the desire to start like I do today
What can we wish you for the future?
Accompany as many women as possible in their new projects. Watching them thrive and thrive and telling themselves that anything is possible. We can reinvent ourselves, learn new skills, do a job that we like and that fits our lifestyle. As Joan Baez so beautifully puts it “You can’t choose how or when you die. But you can choose how you will live. Now ! »