YFP 228: Why This New Practitioner Decided to Start His Own Business

Why This New Practitioner Decided to Start His Own Business

On this episode, sponsored by Thoughtful Wills, entrepreneur and pharmacist, Chris Cozzolino, talks about his journey building several businesses as a recent graduate.

About Today’s Guest

Chris Cozzolino is a recent pharmacy graduate (Class of 2020) from the University of Iowa and the Co-Founder of Uptown Creation, a B2B Business Development and Consulting Firm. Prior to pharmacy school, Chris founded an Amazon Dropshipping store, which he still has to this day. During his time in pharmacy school, he Co-Founded Uptown Creation. Uptown Creation began as an Instagram Growth and Consulting company but has evolved into a more full-service Business Development Firm. Chris has a passion for business and hopes to merge this with his love for the pharmacy community.

Episode Summary

Content creation for social media and personal branding has grown exponentially over the last couple of years but is still fairly new to the healthcare sector. Today on the Your Financial Pharmacist Podcast, host Tim Ulbrich speaks to pharmacist and co-founder of Uptown Creation, Chris Cozzolino, about his journey into the social selling space and how it aligns with his pharmacy education. Chris shares his non-traditional career arc, from making money using video games as a teenager to starting his own dropshipping business in college and now to running a hugely successful business development company focused on direct outreach campaigns. In this episode, Chris shares his passionate mindset about impactful contributions and innovatively using all the resources available to create something bigger than himself. Chris touches on strategies in the growth hacking space to build authentic relationships and a trustworthy reputation, as well as always keeping your endpoint in mind. Listeners will learn about the importance of knowing when to pivot your business, focusing on the end goal rather than attaching to a product or idea, plus you’ll hear some insightful perspectives about the benefits and challenges of diversifying across available platforms. Tune in today to hear all this and more!

Key Points From This Episode

• Chris shares what drew him into the profession, and the freedom of remote working.
• Reflecting on Chris’s non-traditional career path, and building something impactful.
• How social media is a fascinating concept of reaching so many people at once.
• How making money in a video game as a teenager galvanized his entrepreneurial spirit.
• Discussing the big barriers to starting a business, like upfront capital and inventory holding times.
• Optimization through combining drop shipping and retail arbitrage.
• Chris outlines the challenges and opportunities of not working on your platform.
• Having the best of both worlds by making the brand bigger than the platform.
• Diversifying across platforms to build community and then converting that traffic.
• How Uptown Creation was founded, and key pivots in their journey.
• Learning the Instagram algorithm and their specific social media marketing tactics.
• Chris shares about his pivot to LinkedIn and what the clients and services entail.
• Building authentic relationships and a trustworthy reputation.
• Why creating content is still really new for the healthcare sector.
• Where Chris sees Uptown Creation heading in the next few years.
• The concept of developing your craft, and always being able to be close to the ground.
• Always keeping your endpoint in mind.

Highlights

“What I’m trying to create is being able to build something that’s bigger than myself.” — Chris Cozzolino [0:05:53]

“I don’t want to sell anything in a salesy way. I just want to make something that’s really good and then people can decide if they want it or don’t want it.” — Chris Cozzolino [0:22:57]

“That became the ethos of what we are today, is getting rid of bots and automation, putting a human in all the seats that a bot would be taking, and being able to have genuine interactions with people using the internet as a means to contact the right audience.” — Chris Cozzolino [0:25:11]

“I think a big thing that people do wrong in entrepreneurship is they fall too in love with the product or the service or that identity of what they’re doing, rather than the end impact that they’re trying to have.” — Chris Cozzolino [0:33:47]

Links Mentioned in Today’s Episode

• Connect with Chris Cozzolino on LinkedIn
• Register for the Free Webinar: How to Pursue FIRE as a Pharmacist on November 10 at 8:30 PM ET
• FIRE Rx: The Pharmacist’s Guide to Financial Independence by Jeff Keimer, PharmD
• Create a Comprehensive Estate Plan with Thoughtful Wills
• The War of Art: Break Through the Blocks and Win Your Inner Creative Battles by Steven Pressfield
• Turning Pro: Tap Your Inner Power and Create Your Life’s Work by Steven Pressfield
• Your Financial Pharmacist
• Uptown Creation
• Smart Passive Income Podcast with Pat Flynn
• ZDoggMD
• Gain Traction on LinkedIn: Chris Cozzolino, PharmD, co-founder Uptown Creation
• The Uptown Update Newsletter
• Gary Vaynerchuk
• Email Chris Cozzolino: [email protected]
• Your Financial Pharmacist Disclaimer and Disclosures

Episode Transcript

[INTRODUCTION]

[00:00:00] TU: Hey, everybody. Tim Ulbrich here and thank you for listening to the YFP podcast, where each week, we strive to inspire and encourage you on your path towards achieving financial freedom.

This week, I had a chance to sit down with entrepreneur and pharmacist, Chris Cozzolino to talk about his journey with several businesses that he’s been involved with as a recent 2020 graduate of the University of Iowa. Some of my favorite moments and takeaways from this interview include, hearing from Chris about his decision as a new practitioner to not pursue a traditional career path, but rather start his own business. Also talking about why he is prioritizing LinkedIn as the platform to generate authentic conversations that promote personal and professional success. We dig into the work that he is doing as the co-founder of Uptown Creation, a B2B business development and consulting firm. Really cool story, one of my favorite episodes of this year of a pharmacy entrepreneur who is using his PharmD in a non-traditional way.

Before we jump into the episode, I want to invite you to a free webinar that’s happening on November 10th at 8:30 PM Eastern. Dr. Jeff Keimer, our good friend and author of Fire RX: The Pharmacist’s Guide to Financial Independence will be joining me to talk about the FIRE movement aka Financial Independence, Retire Early. How pharmacists can overcome common barriers to achieving financial independence, how to calculate your retire and need and some investment considerations for those that are on the FIRE path. Plus, if you attend the webinar live, you will be entered for a chance to win a copy of Jeff Keimer’s book, Fire RX.

You can register by going to yourfinancialpharmacist.com/webinar. Again, that’s yourfinancialpharmacist.com/webinar.

All right. Let’s hear from today’s sponsor, Thoughtful Wills and I will jump into my interview with Chris. This week’s episode of Your Financial Pharmacist podcast is sponsored by Thoughtful Wills. Let’s take a minute to hear from co-founder, Notesong.

[00:01:57] N: Hi, there. I’m Notesong, one of the founders of Thoughtful Wills. Our law firm specializes in creating custom estate-planning documents that are understandable. We’ve leveraged technology to offer a lower price point than most law firms. Honestly, it’s refreshingly affordable. As our client, you’re in the driver seat. We’re here if and when you have any questions or just want our input. Our explanatory worksheet and online interview gathers your answers whenever and wherever is most convenient for you.

As a busy mom of three sweet kids and two fluffy sheepdogs, I totally get it. Life is crazy busy. Who has the time? We designed our firm around that too and we poured our hearts into making our estate-planning process less of a hustle. I invite you to visit thoughtfullwills.com/fyp to learn more. Give us a jingle or drop us a note. We’d love to chat with you.

[INTERVIEW]

[00:02:51] TU: Chris, welcome to the show.

[00:02:53] CC: Yeah, thanks for having me, Tim.

[00:02:54] TU: Really excited to have you on and feature your entrepreneurial story and how that’s connected in with your pharmacy journey. One thing I’ve mentioned on the show over the last several months is a goal, I have to feature more pharmacy entrepreneurial stories with the hopes that more folks will see the PharmD as a potential pathway, they can go many different directions. My thought is not that, folks hear Chris’s story and say, “I’m going to go do exactly that.” But rather it inspires and motivates folks to think differently about how they might leverage and utilize PharmD. Chris and I actually share a mutual friend, Ashley Klevens Hayes that connected the two of us. We had Ashley on this show, Episode 95 when we talked about how to level up your career.

Just a couple weeks ago, Chris and I did a LinkedIn live and I left that conversation, really feeling energized and motivated to take some of the expertise and information I learned from Chris to accelerate our own business at YFP, and to be able to serve and fulfill the mission that we have to help pharmacists achieve financial freedom. So excited to introduce Chris to the YFP community if you don’t already know him.

Chris, before we get into your entrepreneurial journey, share a bit about your background, where you went to pharmacy school. when you graduated, and what drew you into the profession.

[00:04:12] CC: Originally, I am from the southwest suburbs of Chicago. When I was looking at universities and everything, University of Iowa was close enough to be close to family, but far enough away to still get away, like you’re trying to do early in college. I was lucky that they have a great health care program going into it, I knew that I wanted to do something in healthcare. I grew up in a family, my dad was in the state police, my mom was a dietician, and my brother has cystic fibrosis and is doing really well with it. But I kind of saw medications my whole life. That was a big part of being interested in medicine.

Then going in early to college, really fallen in love with chemistry. I just really enjoyed those classes and also the – just the philosophical concept of being able to take a substance in medication that can then solve a problem, and providing control to otherwise uncontrollable situations. That’s kind of how I’ve always thought about medicine as it puts control back into people’s hands, which was a nice thought and I liked that component of everything.

Then the other big aspect of going to – I went to pharmacy school at University of Iowa. The big thing that drew me to pharmacy, outside of all those other things, was the ability to work remotely, and to be able to work in different places. A lot of times if you’re a physician or a dentist even, you kind of set up practice, and there’s a lot of opportunity to be entrepreneurial. But once you set up that practice, you’re building your book of business, and you’re kind of set there. Obviously, you can build it bigger, you can move yourself out of the role. But I liked the idea of being a pharmacist, there’s CVS, Walgreens pharmacies all across the country. So if I wanted to travel or live in different locales, it was very doable.

Then also, after that realization that I wanted the freedom to be able to move around, I also realized that there was a remote component with medication therapy management and those roles that were popping up. The concept of working remotely, before it was so common practice, was another thing that kind of drew me into the space.

[00:06:28] TU: Chris, you mentioned some things that I would think of as more traditional that drew you into the profession, in terms of some of the science chemistry, obviously the ability, the impact on patient care. But you’re taking a very non-traditional career path. I don’t know if I love that term, because I’m hoping we’ll get to a point where, you know, we recognize to my comment earlier that the PharmD is really just the beginning of one’s career path and their opportunities.

But when folks hear me say non-traditional, they know what I mean. So you’re relatively young in your career, you haven’t taken that traditional clinical pharmacy job where you’re utilizing your PharmD as much on a direct patient care. We’re going to talk about the work that you’ve done in various entrepreneurial efforts, whether it be the dropshipping business, other summer accelerator programs, the work that you’re doing uptown creation. But nonetheless, it’s been in a different direction.

My question here for you is, like what’s the why behind that as you reflect back on this first part of your career, like, why not a traditional career path? Why do you think you’ve gone in this other direction?

[00:07:30] CC: Yeah, that’s a good question. I think the biggest thing for me is, I’ve always enjoyed creating things and being able to play around. There’s a lot of opportunity to do that within healthcare and within pharmacy. Even though the projects that I’m working on right now, I have an inkling that it will come back to healthcare and come back to pharmacy in one way or another, where I’m able to tie entrepreneurship, growing companies, and doing that within a healthcare model. But the other thing that has always been kind of an ethos of what I’m trying to create is being able to build something that’s bigger than myself. If I’m trying to have as large of an impact on the world, as I want to have, knowing that, I’m going to have to take a lot of things out of my hands, and be able to build a machine or a processor system that is able to put other people into seats that can extend that reach.

That’s kind of one of the concepts of why social media, the internet, and being able to reach a lot of people at once has always been a fascinating concept to me. Because the impact that you’re able to have, as an everyday human is pretty robust with everything that we kind of have at our fingertips.

[00:08:50] TU: A really unique opportunity, right, in the time that we live in. Your desire for contribution, Chris really stands out to me. I just finished reading The War of Art by Steven Pressfield, which is just an awesome, awesome book. He’s got a follow-up called Turning Pro. One of my favorite passages from that book, as he says, “Creative work is not a selfish act, or a bid for attention on the part of the actor. It’s a gift to the world and every being. Don’t cheat us of your contribution, give us what you’ve got.”

I sense that desire in the conversations you and I have had, and we’re going to talk about how that’s threaded throughout your journey. But I often wonder, and obviously, I’m looking at it through the lens of the financial plan, sometimes being a barrier to folks being able to achieve some of the potential that they have, and the ideas that they want to contribute. We’re passionate about that part of it.

But I often wonder as a profession, what could we fully contribute, if everyone’s giving everything they’ve got, and they have that mindset and we remove some of the barriers. I think sharing your story and others is hopefully a source of motivation and inspiration for folks that consider that question.

Chris, your entrepreneurial journey, we’re going to talk in a little bit about the business that is today, in terms of what you’re doing with Uptown Creation. But you know, I think with most entrepreneurs, they can point back to a younger version of themselves, where maybe it wasn’t a formalized LLC or business structure, and you didn’t have a team and employees, but you’re hustling in some entrepreneurial way. Take us back to when you can remember that entrepreneurial journey beginning for you.

[00:10:24] CC: Yeah. I think the start was really, when I was like 12 or 13 and playing World of Warcraft, a video game, and seeing digital currencies that people wanted, and digital assets that people wanted, which is a whole another conversation that has started up again with NFTs and everything. But being able to sell like gold in World of Warcraft was the first way that I made money before even having a job. And then I started to referee as a soccer referee and then had a variety of jobs from there.

But really, that first playground that I had was being in a video game and kind of trying to learn supply and demand, but actually make money as a 13-year-old by selling a thousand gold coins through PayPal to random people on the internet was that original bug, I guess, where I was able to scratch that itch of fulfilling something.

Then, outside of that, I didn’t really do a whole lot other than having minimum wage jobs throughout my high school career and then early college. Then I always thought there was something that I was missing with, seeing stores buy something cheaper, and then sell it for more expensive and make money on that. It just seemed like such a simple concept that there had to be something that I was missing to – otherwise, everybody would be doing that.

It kind of coincided with Amazon Seller marketplace rising a lot and eCommerce rising a lot more. This was back when I was a junior in college. Probably 2015 was – yeah, a junior at Iowa. Yeah. I did my undergrad in biochemistry at Iowa.

When I was a junior, I was working as a pharmacy technician, I was working in a cystic fibrosis research lab. I was just looking for other ways to supplement income and the term dropshipping came up. And that’s something that I just became fascinated with because it was a way that you could sell physical products and not hold an inventory. That’s usually the biggest barrier I found with buying something cheaper, selling it for higher, is you have to put that upfront cost and to get that thing for cheaper, and then sit on that inventory to then be able to sell it. But drop shipping took away like that variability.

So the initial business that really got me involved in the entrepreneurship community at University of Iowa, which I’m lucky that they have such a good program and had so many connections, and ways to foster an environment. I know not every school has that. But that was the original business model.

To break it down even more simplistically, I was following somebody on Instagram, who was talking about finding products on eBay, and then selling those products on amazon.com and never having to purchase the product until it was already sold. Somebody would buy it from you on Amazon, you would get their shipping information, their name, and then you could take that information and go back to eBay, and put that into the shipment address, and then put your credit card information in and it would just ship the product directly to that Amazon customer and you collect the profit in between.

That was the first low barrier to entry that I had to be able to experiment again, and the risk was pretty low. I was able to do it with a credit line of like $1,000, because I was a college student with nothing but debt, and nobody wants to give you money or credit card, so I was able to do that with limited startup costs. That was a big factor of that being kind of the first step into, but I learned a lot about customer service, about human nature, and about expectations that people have when they’re purchasing something.

[00:14:10] TU: Yeah, and I love that as an example. As you mentioned, you know, some of the big barriers to starting a business can be upfront capital, can be inventory holding times, right? Especially when talking about product-oriented businesses. Being able to learn some of those lessons, which I would argue you probably already see a direct connection to the benefit that’s been and furthermore will into the future. But to be able to learn those lessons without having to go through that pain of going further into debt and so forth, extremely important to you. Did you continue that through pharmacy school then?

[00:14:42] CC: Yes, I continued that through pharmacy school and I continue that to this day, and it’s evolved a little bit more from an Amazon to eBay dropshipping model, so we have other suppliers. But the big versions of selling are selling products on Amazon and sourcing those from walmart.com and then vice versa. Selling things on walmart.com as a Walmart seller and sourcing those from amazon.com.

So really, the terminology for it, if people want to look it up, is a combination between dropshipping and retail arbitrage is really what it is. Retail arbitrage usually is done by people going into Walmart, finding a sale, checking it on other websites online. If they’re able to make money, then they’ll go check out at Walmart and then ship that product out. This is kind of the way to do it at scale without having to physically go into a store but just doing it online.

[00:15:34] TU: Chris, my naive – and I’m following the methodology, and I suspect we have many that are listening, maybe interested in a side hustle that are going to go down this rabbit hole, which is cool. My naive understanding of this type of opportunity brings up a question. I often think of businesses that might be built on the back of something else versus businesses that you have full control over.

We’re going to talk in a moment about what you do at Uptown Creation and in that environment. Chris and co-founder and partners can make decisions tomorrow, today and do what you want in terms of the business in the direction. When I think about a business model or a side hustle, whatever you want to call it, with something that we’ve been discussing that might be built on the back of like an eBay, or a Walmart, or an Amazon. What challenges does that present, as well as perhaps opportunities, how do you as an individual that is trying to grow something strategically, whether you look at that as a business or not? How do you plan for some of those unknowns that are out of your control when it’s not on your own platform?

[00:16:36] CC: Yeah. I think that is a great thing to bring up, and that that is one of the – I wouldn’t say risks, but one of the pitfalls is that, Amazon can stop people from selling at any point on their platform, and then you’re reliant on that as your sole business. You’re kind of at the mercy of whatever platform you’re using. By the benefit that you get is, you get all the attention that Amazon has and all the web traffic that Amazon has. That’s the benefit of using another platform that isn’t your own, but then you’re at the mercy of that platform at the end of the day.

That kind of goes into the whole social media part of things. Anybody who has tried to build a brand or build something on social media, probably understands that they’re at the mercy of that platform, whether it’s Instagram, Facebook, LinkedIn.

To be able to mitigate your risk, I think first, being able to identify like that is a risk that needs to be overcome. I know with, let’s say, Instagram influencers, for example. If Instagram was to go away, so many of those influencers would be wiped off the face of the planet and nobody would know who they were. So being able to make the brand bigger than the platform is kind of the best of both worlds, in my opinion, whether it’s selling physical products, building your personal brand, or anything else where you’re leveraging something on the internet.

It’s a matter of being able to use that platform, that traffic, because it’s convenient and it drives a lot of traffic and attention. But then being able to do something with that, that you’re able to take people someplace else.

For example, if I wanted to make my Amazon business bigger than just my place on Amazon, I would include packing slips, for example, that would direct people to my personal website where they could check out the other products. Maybe there’s a little bit of a discount if they go there. But then now I’m taking the traffic from Amazon and directing it someplace that I have a little bit more control over.

[00:18:38] TU: And you see so many companies doing this, right, that are trying to get to that direct-to-consumer relationship and I think for the reasons that you’ve mentioned. That was a lesson, Chris, I learned early on in YFP. I think I might have picked up on that from some of Pat Flynn’s work with Smart Passive Income. The concept of being at the mercy of an algorithm, and that could change and has changed in different platforms. How do you diversify across platforms and then how do you utilize them not as the end game, but as a source to further promote, and build that relationship with the community, the audience that you have, and then convert that traffic?

Like for us, a big part of that is getting folks over to our platform, and thinking about a way we can then engage with them via email or other types of educational offerings that we want to do. But you know, if I’ve fully built the YFP community on the back of Facebook, or Instagram, or whatever, and something changed drastically tomorrow and I wanted to promote a webinar. All of a sudden, I don’t have an audience to promote to, right? I think there’s a lot of wisdom in what you said.

You started the dropshipping business while you’re in college, found some success in it. I’ve continued to grow it, but that didn’t stop you from starting another business. Talk to us about Uptown Creation, what it is, and what’s the story behind why you launched the business, and ultimately the problem that you’re trying to solve?

[00:20:01] CC: Yeah, that’s a great question. Uptown Creation was founded in early 2016, and with my current business partner, who also went to the University of Iowa, his name is Conor Paulsen, and we both had companies beforehand. He made a men’s leather good company, where it was very personalized leather good products that he was creating; bags, duffel bags, everything like that, belts. But you were able to have – his customer was able to have a part in the creation of it from meeting the leatherworker that’s going to be creating stuff, having things very, very customized. He was in a business where the customer relationship and their customer experience was really at the center of it, and that’s why they were able to do what they did because they provided a great customer experience.

Where what my business was, was more trying to scale things and do things at as large of a level as possible. Then kind of use the attention that was from another platform and drive it to myself. We became friends through the entrepreneurship communities at the University of Iowa, so the Founders Club was a club where you can kind of had to have a business, and then there were different tiers of it based on the income you were generating from your business. That allowed you to do pitch competitions, startup accelerators and everything.

Uptown Creation started in a startup accelerator at the University of Iowa. Conor, my business partner came to me and asked if I wanted to do this thing for the summer. We had some other people that were in it just for the summer. It started off as a YouTube company, essentially, which is nothing what it is today, but the goal of it originally was to be an educational company, and create YouTube videos to kind of teach people the things that college didn’t teach you. They went through that startup accelerator over the summer. I had already done one in the past, so I can be directly involved and compensated that way. But I kind of had a backburner role in it, and that was as I was entering pharmacy school in 2016.

At the end of that summer, Conor and I looked at each other and the other people that were involved, it turned out that we were the only ones that wanted to continue doing anything with the business. Now, it was Conor and myself, and we had to figure out kind of what to do.

That was the first big pivot is, we knew that we wanted to create some sort of education that we were able to provide other people, the format we weren’t married to. But we knew that YouTube was a way to make money from ads. But we knew that we also both had a background in selling physical products. This was at the same time that Instagram was initially talking about something called shopping on Instagram. This was back in 2016, they started to talk about it. It didn’t get launched until earlier this year, which is funny, but that drove us to learn Instagram.

One of the problems going back to Amazon, that Amazon selling brings up is that Amazon takes a 15% cut of everything that you’re selling. We were naturally looking for other ways to sell physical goods then and have a little bit less of a cut be taken. We saw Instagram as the potential for that if we were early on enough. We spent the next couple of months growing some Instagram accounts.

And long story short, we realized that we were really good at growing communities on Instagram and growing Instagram accounts that people started to come to us and want to pay us for that. When you are making no money as a business, and you have people that want to pay you for something that you’re doing, you usually take that opportunity, so you can keep the business going.

So that was kind of the next big pivot. Maybe we’re not going to sell our own educational resources or our own physical products on Instagram. Maybe we’re just going to help people do Instagram better than what they’re doing currently and then let them get more attention for whatever they’re working on whatever products they’re working on.

That kind of put me down the rabbit hole of learning the Instagram algorithm really, really well. Learning social media marketing tactics specific to Instagram, better than most people I can think of, and doing that through online forums, and the underground communities that exist in the growth hacking space. I was in pharmacy school, and also simultaneously doing that. I like to learn things, so that was a good hobby to have outside. But then we started bringing clients and people started to want to pay us for these Instagram services. Unfortunate that – so this is I guess a good touchpoint to have.

Another reason why my business partner and I decided to go into business together was, we complemented each other very well. He is very front-end sales, talking to people, networking, probably the best networker I’ve ever met in my life. And I was very – I don’t want to sell anything in a salesy way. I just want to make something that’s really, really good and then people can decide if they want it or don’t want it. I’ve always been more of the service fulfillment and service creation component of the business. Whereas, I had a partner early on that did the things that I didn’t want to do. I think that’s imperative because that set us up for success.

[00:25:28] TU: I think you’ve done that really well, Chris. Like when I look at – if folks haven’t looked – we’ll link in the show notes to some of the educational content that you’ve done on LinkedIn, which we’ll talk about here in a moment on YouTube. I think you have very much that persona of a desire to provide good value and good education. From there, I suspect the business development opportunities come to be so that complementary approach between you and your partner, I can see why that was so important and the value that you bring to the team.

Pivot is a word you mentioned a couple of times. You mentioned the beginnings with YouTube, the pivot to Instagram. And now I understand much of the work that you’re doing focuses on LinkedIn. Talk to us about that pivot to LinkedIn, and some of the services that you offer now and the types of clients that you serve.

[00:26:16] CC: Definitely. As a commonality that – about all the businesses that I’ve started have been kind of built on the backbone of something that already has a lot of attention, whether it’s Amazon selling, whether it’s Instagram, whether it’s LinkedIn, business development. It’s always been being able to drive attention from something else. As I mentioned, you’re also at the mercy of that platform. We were using a lot of bots and automation on Instagram, found out Instagram doesn’t really like that too much. They do their best to keep that stuff off of the platform.

We realized that if we wanted to scale the business, we needed to not have those variables, because it was easy to have 50 clients, 100 clients. But if we wanted to ever grow bigger than that, we wouldn’t be able to wake up one day and Instagram changes their algorithm and now we have to rethink our whole process and deal with customer service of 100 people.

That led us down, “Okay. What if we just played within what the social media platforms want us to do anyways? That’s creating real conversations, having a very human component to things.” That became the ethos of what we are today, is getting rid of bots and automation, putting a human in all the seats that a bot would be taking, and being able to have genuine interactions with people using the internet as a means to contact the right audience. As Uptown Creation sits today, it’s a business development company really focused on direct outreach campaigns.

What that looks like in practice is, targeting people on LinkedIn, and then starting conversations in their inbox, but not the spammy messages that everybody receives. More of a message, you know, I think given that example. If I was going to reach out to you, Tim, I would go to the YFP website, I would look at a podcast, I would try to find an episode where I’m able to bring up a guest name, listen to the first 10 minutes. And now, when I message you, I’m going to bring those things up. That’s how I’m going to inevitably start that conversation and hopefully get you to respond. Because while you have 20 other messages that are clearly spammed out to everybody, this is the message that you know is sent to you directly.

[00:28:26] TU: That’s how genuine conversations, and rich relationships, and meaningful long-term relationships start, right? Is having a true vested interest in someone else and identifying where that collaboration can happen. I love that approach and as I mentioned, we’ll link in the show notes. You did a great series on YouTube going step by step through the LinkedIn process, and what you guys have done with clients in terms of looking at that as a business development opportunity.

When I look at Chris, your LinkedIn presence, and again, we’re talking here from the mindset of, it’s not just about the number of followers and how many people do message, but authentic relationships. And the fact that you’ve been able to build those authentic relationships also build a large profile, a large following of what you do, I think over 20,000 something, folks that are following the work that you’ve done. Talk to us about the positive impact that has had on you professionally, personally, as well as for the business and what you’re doing at Uptown Creation?

[00:29:24] CC: Yeah. So personal branding has been kind of a buzzword that I’m sure everybody’s heard. That was a big component of the work I was doing on Instagram, a big component of what people talk to you about as you’re going through pharmacy school. The way that I like to talk about personal branding is really, it being your reputation, and nothing more, nothing less than that. But personal branding, kind of being the online word for it.

But in the real world, you have a reputation, people think of you or hear your name, and they think certain thoughts or remember certain things that they’ve seen. Really, since I’ve done so much consulting work with clients of trying to get them to create content, trying to get them to spread their message, use the free traffic that the internet provides. I realized I needed to also do that myself and be a practitioner of that, which was uncomfortable for me at first, because that’s not my natural way of being.

I think a lot of people think that, “Oh! If somebody is creating content or creating videos, like they’re seeking attention, they’re more outgoing than I am. They’re –”, all these other preconceived notions that people may have. When in reality, it’s really just being an effective communicator, and also building your reputation online.

With the community that builds up through my own LinkedIn outreach and content creation, there’s been a lot of great relationships that I’ve made. I mean, this is one of them, because I don’t think I would have ever met you, Tim, if I didn’t have those other interactions with other pharmacists that say, “You really need to talk to this guy.”

Just from a sheer meeting people in the industry component, I don’t think that that can be understated, how much that has helped. I mean, even with jobs that I’ve been offered in pharmacy, specifically, and just the conversations I’ve been able to have with people greatly exceeded my expectations. The cool thing about it, especially in health care, and pharmacy is that, in the entrepreneurship communities and business, this is nothing new. Everybody’s been creating content for a decade or more since YouTube came out as a platform. It’s still really new for healthcare. There’s not a lot of people that are known for things online, or have a brand. I think, ZDoggMD is probably one of the biggest brands that exists that a lot of healthcare people know. It can set you up for speaking engagements, for having those side hustles, those side gigs, but also creating something that you’re known for that then you can progress your career with.

[00:32:01] TU: I would add too, Chris. I think the benefits professionally to many folks, I think may seem fairly obvious in terms of opportunities, and the network, and the relationships that come from that or in your case, what that means for the business. I also just get a ton of fulfillment, and joy in really connecting with other pharmacists, learning about what people are working on, what problems they’re trying to solve, opportunities that have frustration challenges.

That’s one of the things I love most about the work I do at YFP, is I get to have conversations like this, or talk with prospective clients and pharmacists all across the country in all different phases of their career. The point I’m making is, don’t underestimate folks listening of, yeah, I mean, it’s going to have professional benefits for sure. But also, just some of that personal satisfaction and joy that can have from developing those meaningful relationships.

Chris, I know at the time of recording, you’re doing some strategic planning for the business right now. I’m curious, as you think about the evolution of the business thus far, you’ve talked about a couple of pivots that you’ve made, you put your hand on the crystal ball, like what does Uptown Creation look like in three or five years? Where do you guys see yourself going?

[00:33:09] CC: Yeah, that’s a great question. I want to make it like explicitly clear that Uptown Creation started as making YouTube videos on the Internet, went to Instagram, and is now at a completely different spot with direct outreach marketing. I think that’s a good learning lesson for a lot of people in that, especially pharmacists that are looking to do anything outside of pharmacy, or even just start a side hustle. It’s good to get out of your own way sometimes, and just start and know that it’s going to evolve into something else and that’s okay, as long as whatever that end mission or that end goal is being accomplished.

I think a big thing that people do wrong in entrepreneurship is they fall too in love with the product or the service or that identity of what they’re doing, rather than the end impact that they’re trying to have. If you know that the journey to getting to that end can change and it’s okay. I think that makes it a lot more freeing, that it doesn’t have to be what you’re doing right now, but you have to start to be able to get to that endpoint.

Going back to your question of kind of what the outlook for Uptown Creation is. We are very clear now kind of what we’re good at what we do, and that is direct outreach marketing. Meaning, you can use paid ads, Facebook ads, and other paid forms of traffic online to bring people in and that’s what’s called a one-to-many approach. You’re showing an ad to thousands of people. Well, we are the experts at, and growing our services in, is the one-to-one approach, and being able to have very specific targeted conversations.

So as the mediums change that are effective right now, LinkedIn, email marketing, even cold calling, and cold texting are still really effective ways if your targeting is right, but that’s going to change over the next five to 10 years, which is okay. LinkedIn might not be the best platform to do outreach on and that’s not where people are hanging out online. That’s when we’ll make more pivots, but really being on the bleeding edge of direct outreach, marketing, conversational marketing. Social selling is the term, that’s another buzzword, is where we’re headed over the next five years.

[00:35:24] TU: I love that. It’s so in line with what you just shared, which is great advice for folks that are growing something or thinking about something is, keeping that goal and vision you have in mind, understanding the methodology of getting there might change, likely will change, just given how quick things are evolving today.

[00:35:42] CC: The one thing that I want to plug as well, because I think that this is like interesting insight for people. The reason why marketing and direct outreach is interesting to me as – I’m 27 right now. I plan to have other businesses. I want to do things in healthcare. But if I’m able to build this engine of direct outreach, bringing in traffic, starting conversations, this is something that I can apply to future businesses that I create regardless of the industry. Building this engine early on in my career, that can then be applied to other companies in the future.

[00:36:17] TU: Great stuff. Chris, I want to talk about the concept of developing your craft. I’m a follower of the Uptown newsletter. This morning came out and you said the following, “What I love most about Uptown Creation is that what we do just makes sense. It makes sense that reaching out to someone on the Internet is an extremely personalized way, it would elicit a response. This is what sets the framework for us as an organization. As the marketplace continues to evolve, we will evolve faster because we are practitioners of our craft, and practitioners always win.” What does it look like to be a practitioner of your craft? What do you mean by that?

[00:36:55] CC: Yeah, and that’s a little Gary Vaynerchuk insight there. It was somebody that I follow and admire. But really, being the person that’s doing the thing that you’re selling, or the thing that you want to be known for can’t be overstated. That’s why there’s so many pharmacists out there that are experts in oncology, experts in nutrition, experts in all these different fields that are practitioners every single day, and have things that are worth sharing to people that aren’t doing that every single day, even if you don’t really see that yourself.

If you’re doing something every single day, you are an expert, whether you like it or not in that thing, and you know, more than 99.9% of the population that’s not in that thing. Really making sure that you always have your finger on the pulse so to speak, and by doing whatever you’re known for, or whatever you’re in business for, you can never be blindsided.

I think a lot of business owners start to grow as a company, and you have to put other people into a lot of the seats that you were doing before. But always being able to be close to the ground and be doing things yourself that are directly related can’t be overstated, because that’s the way that you stay up to date.

[00:38:17] TU: Great stuff, Chris. Really enjoyed the conversation. Appreciate you taking time to come on and share your story. Look forward to having you back on the show in the future as you further develop some other projects that are coming. What’s the best way that folks can connect with you and reach out to you if they have a question or want to learn more about the work that you’re doing?

[00:38:35] CC: Yeah, connecting with me on LinkedIn is probably the best. So Chris Cozzolino. Then my email address if anybody wants to email me is [email protected] and checking out uptowncreation.com is probably the next best way to learn more about what we’re doing.

[00:38:52] TU: Awesome. We will link those in the show notes so folks can reach out to Chris. Chris, thanks again for your time.

[00:38:58] CC: Yeah, I’m excited for future conversations.

[OUTRO]

[00:38:59] TU: Today’s episode of Your Financial Pharmacist podcast was sponsored by our friends at Thoughtful Wills. If you haven’t created your estate plan yet, we urge you to reach out to Notesong and Nathan. They draft custom estate-planning documents like wills, trust, healthcare directives and durable powers of attorney that fit your situation and reflect your wishes. This is key. These are custom legal documents created and reviewed by actual attorneys.

Thoughtful Wills created two cut-to-the-case packages designed for pharmacists who are ready to get their estate planning in order. You’ll really appreciate their dedication to approachable lawyering and they charge about half of what most law firms charge for the same documents. These documents are such a gift to your loved ones. If you haven’t created them yet, please just get it done. Reach out to Notesong and Nathan by going to thoughtfulwills.com/yfp. Go ahead and book a meeting with them. They’ll take such good care of you.

As we conclude this week’s podcast, an important reminder that the content on this show is provided to you for informational purposes only and it’s not intended to provide and should not be relied on for investment or any other advice. Information in the podcast and corresponding material should not be construed as a solicitation or offer to buy or sell any investment or related financial products. We urge listeners to consult with a financial advisor with respect to any investment. Furthermore, the information contained in our archive, newsletters, blog post and podcast is not updated and may not be accurate at the time you listen to it on the podcast. Opinions and analyses expressed herein are solely those of your financial pharmacist, unless otherwise noted and constitute judgments as of the dates publish. Such information may contain forward-looking statements which are not intended to be guarantees of future events. Actual results could differ materially from those anticipated in the forward-looking statements.

For more information, please visit yourfinancialpharmacist.com/disclamer. Thank you again for your support of the Your Financial Pharmacist podcast. Have a great rest of your week.

[END]

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