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Talking Business with Gale Zucker and Beverly Army Williams

Posted By TNNA Editor, Wednesday, February 7, 2018

TNNANews recently sat down 2018 Winter Market Teachers Gale Zucker and Beverly Army Williams for an in-depth Q&A about their courses, which were a big hit among attendees. One attendee even raved, “Fantastic class! [I] learned both practical tools and theory. [...] This is the best class I have taken at TNNA to date.” Read on for what these two awesome ladies had to say!

TNNA: At the 2018 Winter Market, you really cemented yourselves as the go-to teachers for business acumen. What drives you to teach courses together?

Gale and Beverly (G&B): We both believe in the partnership of beautiful words and dynamic images to create a compelling online presence. We’ve learned over the last five years of teaching workshops together that our styles and knowledge complement each other, so when we co-teach, we can offer workshops that are more rich than one of us teaching alone. Plus, we have fun together!

TNNA: For members who were unable to attend Winter Market, what are a few key takeaways from each of your courses – “Simplify the Newsletter” (Thursday, 1/25) and “Become #Insta-Savvy: Instagram as Community Builder” (Friday, 1/26)?

G&B: In a word: consistency. Here’s how we’d break it down for the two classes more specifically…

For “Simplify the Newsletter,” a newsletter doesn’t have to be long; it doesn’t have to be a burden; but it must be consistent with the aesthetic of your business. It’s important to create content that you enjoy creating. We demonstrated and covered ideas for different types of stories and how to use images to grab your audience. Students left ready to put into place the plans they created in class.

With “Become #Insta-Savvy,” students left with a strong understanding of how to use Instagram for business and how to create a consistent presence. We reviewed the channels of Instagram (feed, stories and live), and examined what kind of content to put into each. We also dove deep into hashtags and how to create community using them. Participants were excited to explore creating strong, cohesive images.

TNNA: Can you share some of your favorite digital tools or resources for business owners who are active in social media or email marketing?

G&B: Our favorite digital tool to recommend is simple: your iPhone! (Or any smartphone, really.) There is an amazing level of work you can do just using apps alongside consistent planning and effort. The best tool isn’t digital it’s your curiosity and willingness to experiment.

TNNA: Aside from the education and working with peers during your classes, what was your favorite thing about this year’s Winter Market?

G&B: Meeting Elvis at the cocktail hour was a blast! We really loved when the Market was open and the whole hotel turned into a village of vendors. It was so friendly and laid back. The classes felt more relaxed without the frenzy of a large convention center. Las Vegas is all about fantasy, and the Winter Market was a fantasy for stitchers!

TNNA: In 280 characters or less, share your best advice for someone starting a new business or venturing into a new digital marketing space with an existing business.

G&B: Consistency. You don’t have to use every social media platform available. Experiment and find out where your audience is. Use the platforms you enjoy using at a frequency that you can be comfortable with. Be true to your aesthetic! And don’t you step on my blue suede shoes! (Tweet This)


Beverly Army Williams is a writer and writing teacher, teaching at Westfield State University. Her writing appears in, Interweave Crochet, and Project 333 among other places. She co-edits She has been co-teaching with Gale Zucker about the partnership of beautiful words and dynamic images since 2013.

Gale Zucker is an award-winning commercial & editorial photographer. She also happens to be a lifelong knitter and maker. Gale mashes these passions to create lifestyle fashion photography in the knitwear and handmade world. Gale brings her love of the storytelling style of photography.  Her clients include yarn companies, book publishers, designers, magazines, and ready-to-wear clothing manufacturers and shops. Gale is the co-author/photographer of the books Drop Dead Easy Knits, Craft Activism and Shear Spirit, all from Clarkson-Potter. She also teaches workshops on photography for social media, and marketing, for indie businesses and makers.

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