We work with amazing people everyday from brands to influencers and everything in between. We lovingly call them our #CookItCrew and today were checking in with our Brand Strategist, Anna Fatlowitz. We asked and she told us 5 things we didn’t know about her!
I was born in Thailand and lived there until I was two. I’ve been lucky enough to go back a few times, and experience things outside of a tourist lense. I’m finally going back as an adult later this year and can’t wait!
Because I grew up eating a ton of authentic Isaan (northeast region) Thai food, I am seriously so picky. Pad Thai is actually one of my least favorite dishes, and there are about two places in NYC I actually approve of: Somtum Der and Jaiya.
For some reason I’ve never liked sweets, so I always skip dessert unless other people want it. I’ve even asked to replace the dessert course on prix fixe menus!
My favorite cuisine is Japanese, from sushi to soba to kaiseki and everything in between. I think I started eating sushi around age five. My first omakase definitely changed my life.
I’m obsessed with dogs and getting a dog. I probably follow 100+ dog accounts on Instagram.
Confession: We’ve got some cookbook hoarders over here on #teamcookit. We love to curl up with our cookbooks on the weekends and cook from them during the week. We have a Slack channel devoted to them, and we’re always talking about the latest cookbook we can’t wait to get our hands on.
Over the past couple weeks, Alison Roman’s Dining In has been the topic of choice. Laurie, our CEO & Founder was the first to cook from it, making-roasted pork shoulder with garlic, oranges, chilies and cilantro. Then Netanya, our Social Media Manager, got her hands on it, making everything from crunchy chili oil to cumin-roasted cauliflower with dates and tahini.
At that point, I knew I had to buy myself a copy. Although I’m not one to call myself a baker, the folks at my boyfriend’s office had no complaints about the Instagram-famous Salted Butter and Chocolate Chunk Shortbread Cookies along with the Buttered Raspberry Hand Pies I made (even though I used blackberries instead of raspberries, since they were a better buy and I like them better!).
And just to test out whether this cookbook was really a winner, I made Alison’s Sour Cream Flatbread with Oil-Roasted Mushrooms for dinner one night.
One bite and the verdict was clear. Dining In is truly an incredible cookbook, with easy, delicious and approachable recipes you’ll keep coming back to time and again. So we hope you grab a copy for yourself and “Dine in.”
In the summertime, the last thing we want to do is turn on the oven. That said, there are some recipes we’ll gladly suffer for. These are some of our team’s favorites from the past few sultry weeks.
Well, currently my head and heart have been dedicated and devoted to Alison Roman’s Dining In. This week, I made two batches of the Salted Butter and Chocolate Chunk Shortbread, one because everyone was talking about them, and the second because…I get it, I get it, they are delicious! Jackie, Senior Account Manager
There is something so quintessential about pie and summertime. Every year, I pull out Four & Twenty Blackbirds’ recipe for strawberry balsamic pie. It’s a perfect crowd pleaser! Netanya, Social Media Manager
I’ve been obsessed for a bit now with salads that combine fruit, tomatoes, cheese and avocado. And I have no intention of stopping. This excellent version from our girl Haley of Brewing Happiness knocked the idea out of the park by adding chunks of country bread for a new take on panzanella. Laurie, CEO + Founder
This time of year, basil grows like a weed in my backyard (how lucky am I?). So I’m making all sorts of pesto variations. I love Deliciously Ella’s take on pesto, made with almonds instead of pine nuts. It has a more delicate flavor than the traditional version—all the better for a light summer meal. Renae, Senior Brand Strategist
I can’t believe it’s taken me this long to learn and attempt to make poached eggs. This post and video by Lisa of Downshiftology is the perfect guide: It breaks down all the problems you could have and all the tips you’ll need. Now I can master brunch (in my pajamas)! Anna, Brand Strategist
Salmon en papillote is a year-round staple (so easy and delicious), but we’ve been loving the Roasted Root’s Mediterranean twist. It’s incredibly flavorful and pairs well with leftover grains and leafy greens. Edie, Account Manager
Summertime cooking is special. It’s less about cooking and more about assembling, using that good farmer’s market produce while the season lasts. The phrase, “thrown together,” comes to mind. For a few blissful weeks, I organize all cooking and eating around stone fruit, basil, sweet white corn, heirloom tomatoes, and all my other favorites.
An ideal summertime cookbook lets you do this. Its recipes are both produce-heavy and flexible enough to accommodate whatever whims you’ve had at the market that day. Here are the three I’ll be using (and probably staining with tomato juice) all season long.
Gaby writes the type of recipes that inspire al fresco dinner parties with friends and Margaritas on random weeknights (which is basically the point of summer). They’re cravable, colorful, and all about using as much fresh produce as you can get your hands on.
I love jumping into Julia Sherman’s colorful, artistic world where food becomes art and salads receive main-dish status. I’ll make her Heirloom Tomatoes with Crunchy Polenta Croutons until the tomatoes disappear for the season.
The River Cafe’s simple recipes and focus on good ingredients make this book especially good for summertime, though I’ll use it year-round. I’m also excited to dig into Ruth Rogers’ inspiring words on 30 years running a landmark restaurant, breaking ground for women in food along the way.
Our #CookItCrew comprises staff, influencers, brands, agencies, designers, photographers – all the amazing people we work with. Today we’re checking in with our talented Account Manager, Edie Horstman. We asked what we don’t know about her!
5 Things You Don’t Know About Me
I’m Mexican-food obsessed, and I credit my mom. In 2005, she opened a small taqueria in the Bay Area. Fast forward 13 years later, and she has five Mexican restaurants called LuLu’s. Talk about inspiring!
My favorite late-night snack is a scoop (or two) of So Delicious ice cream. Any flavor.
The one cookbook I’d save in a fire (God forbid!) is Oh She Glows Every Day— Angela’s recipes are delicious, satisfying, and encourage me to get creative with veggies!
I love live video (weird, I know)! My secret is practicing beforehand. Notes are also key.
At CookIt, we talk about “story” all the time. As consultants working to help you define your brand, crafting your story is our first step. Without that key piece, you are rudderless in a vast ocean of competition.
The good news is that, like Dorothy in the Wizard of Oz, you always had the answer. Finding your story is the process of seeing that it was there all along.
Crazy talk, right? Don’t just take our word for it, try it. Follow this road, and let us know how it goes.
Picture your readers.
Who are they? What’s important to them? What’s really hard for them? What keeps them up at night? Once you feel like you know these things about your audience, go to the next step.
How can you help them?
Within your area of expertise, how can you help them? How can you solve a problem for them? What do you have to offer them that others don’t? Answer those questions, and go to the next step.
What is it about you that qualifies you to be the authority your reader needs? Is it education? Life experiences? Values? Find that answer, and you will better understand your role in the story we’re writing. And then…
What’s so important?
Once you have a better understanding of who you’re talking to, how you’re helping them, and what it is about you that they trust and value, it’s much easier to grasp the importance of what you do. It may sound simple — it may be that they look to you for inspiration, for the motivation they need to stick to their goals. But that’s big for them. And that’s where you’ll find your story, and your opportunity!
Peaches with burrata, heirloom tomatoes and basil… anything that doesn’t require the stove!
Soba noodles! I’m a lover of all noodles, but in the summer I prefer cold broths over hot. I love keeping it simple or adding edamame, chicken, and nori.
What We’re Into:
Summer herbs. For our wedding, we were gifted an herb garden seed kit from Williams Sonoma. Thankfully, my basil is flourishing. And I’ve recently potted chives, parsley, mint, and cilantro. Wish me luck!
Making pies! Love using all the beautiful market bounty like juicy peaches, perfectly tart cherries and plump berries.
Car picnics, especially before a concert at Red Rocks.
Where We’re Eating:
Denver’s Barcelona Wine Bar. I’ve been an embarrassing number of times since they opened a few months ago — as in, the manager knows me by first and last name. Everything is amazing, including their white wine sangria and roasted cauliflower with romesco sauce.
The LGBT sandwich (a Pride Month special) at The Walrus and the Hedgehog, a pop up in the Hollywood Farmer’s Market, and one of L.A.’s best caterers!
Hi there, it’s Netanya here! I spend a majority of my day on my phone (shocker!) running the CookIt Instagram and working with brands, developing their social media strategy and managing their accounts. Everyday is different and I love the creativity that comes with the job!
I grew up in Seattle and, on a bit of a whim, decided to move to New York a couple months ago. I’m so glad I took the risk!
I have a never-ending travel bucket list. Next up: Thailand, Israel and South Africa. But ask me tomorrow—I’m sure I’ll have another one to add!
I volunteered at the The Pantry, a cooking school in Seattle, for five years. I learned everything I know about cooking from them!
If I had to choose a favorite cuisine, it would be Malaysian. It has all the flavors: sweet, sour, spicy, umami. My favorite Malaysian restaurant is Kedai Makan in Seattle, and I don’t care if I have to wait in line for hours.
I lived in Paris for four months when I was in college, and have always wanted to move back for a bit. Mostly, I want to eat croissants and walk by the Seine every day.
When it comes right down to it, there’s really only one thing you need to know about creating a successful brand: You need to know who you’re doing it for. We like to call this your Target Audience.
Without a strong sense of who your reader is, and what their problems (or “pain points”) are, it’s hard to know who you are. The trick is to understand your value through the lens of your reader, delivering content that both informs and inspires them.
But how do you find your Target Audience? Here’s how we like to do it!
4 TIPS FOR FINDING YOUR TARGET AUDIENCE
1. Check out your competitive set
Get to know the brands and blogs that share content similar to yours. Who are their readers, and how are they helping those individuals solve their problems?
Determine what makes you unique
How are you different from the brands in your competitive set? Can you create a niche for yourself and envision an audience that needs you and your unique skills/perspective?
Get to know your current readers
Study, stalk and talk to your loyal fans, the ones who subscribe to your emails and follow you on your social networks. What do they love about you? What do they ask you for more of?
Create a persona
Combining characteristics of your loyal fans with those of your potential readers (those who will appreciate you for what makes you unique!), draw up a profile of your target reader, including the kinds of details that help you identify why she needs you!