Episode 273 with Christelle Biiga: Boosting Business Growth with Storytelling

Join me in this episode of the Ready Yet podcast as I chat with guest Christelle Biiga, founder and CEO of Exposure Maven. We'll discuss:

• Christelle's inspiring journey from unexpected challenges to business success
• The power of storytelling in podcasting
• The role of visibility in making a positive impact
• Strategies for maintaining authenticity and intention in business
• Valuable insights and encouragement for entrepreneurs and podcasters

GUEST RESOURCES

Christelle Biiga, founder of Exposure Maven, is a visionary entrepreneur dedicated to boosting visibility for heart-centered leaders. Born in Cameroon and facing challenges in the US, she turned her experiences into a platform to inspire and empower others. Through her company, Christelle facilitates meaningful connections and shares transformative stories to help individuals lead happier and more fulfilled lives.

https://www.linkedin.com/in/christellebiiga

https://exposuremaven.com

https://www.facebook.com/bea.christelle

https://www.instagram.com/christellebiiga

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Transcript

Episode 273 with Christelle Biiga: Boosting Business Growth with Storytelling

Transcribed by Descript

Erin Marcus: All right, welcome, welcome to this episode of the ReadyUp podcast. And my guest today, I'm excited because she teased her story and I don't even know it. So I'm going to learn this along with the audience. I'm excited about this. But Ms. Christobiga, did I say that correctly? Hopefully I 

Christelle Biga: got it right.

Erin Marcus: The advantage of growing up in Chicago, we get used to everybody's names, right? I'm excited to have you here. I can't wait to hear your personal journey, and also you're in the podcasting world, which we know is near and dear to my heart. So before we dive in all the details, why don't you tell everybody a little more officially who you are and what you do?

Christelle Biga: Yes. Thanks again for having me here. It's such a pleasure to have this conversation and I'm excited for you to hear the story. Yes, I've been waiting. I've been waiting for it. Yes, you've been patient. So I am Crystal Biga. I am the founder and CEO of Exposure Maven, which is an agency that works with heart centered entrepreneurs to help them boost their visibility.

Christelle Biga: And the way we do that is by booking them on top rated podcasts, just like yours. So that they can, reach out to as many people as possible and serve as many people as possible because the bigger the reach, the bigger the impact. Yeah, that's what I do. And I can't wait to have this conversation with you.

Erin Marcus: Love it. I think that's one of the really cool things that we like. There's so many downsides to social media, there's so many downsides to this low barrier to entry, no barrier to entry, getting your message out, but there's also so many upsides to it. And accessibility to platforms, for people who have messages, who previously didn't have that, I mean it's the reason I started my podcast.

Erin Marcus: I know my world changed when somebody let me speak on their platform. And and so that would, that's why I started my podcast is to create that opportunity as well. 

Christelle Biga: Yeah, absolutely. I, and I love how you say your world changed the day someone, interviewed you on your show, because that's exactly what happened to me.

Christelle Biga: Because when I started being a guest on podcasts in late 2019, when I decided to promote my coaching business using speaking. And getting on podcast. I never shared my story, right? I will go there on those interviews and share all the things that I had learned from other coaches, things that had worked for me and that I was using with my clients.

Christelle Biga: And one day, right during the pandemic in 2020, I found myself sharing my story on a podcast and it changed everything. Because then I realized the power of being a podcast guest. I realized how much impact you can actually make sharing your story on a show. Because yes, there are people who are DMing me on LinkedIn and telling me they heard me, they heard my story on the podcast, but I'd never shared my story before and it was just life changing.

Christelle Biga: That's why when you say your life changed the day someone allowed you to be on their show, that's what happened to me. I realized the power of my story, of my journey. And the importance of sharing with others, right? I was going there with the first thought of getting clients business, right? Business, and 

Erin Marcus: that's.

Erin Marcus: They, let's face it, there's not really much information available, that's not just readily available right now. You can Google it, you can go on TikTok, you can go on YouTube, you can find out information. But it's the story that brings the person alive, relates to the other people out there, that separate you from the other people who do the things that we do.

Christelle Biga: Exactly. That's exactly what it is. I have a client who was asking me one time during those strategies session, I was explaining her why it's important to share her story. And she said, who cares about my experience? Who cares about my story? People just want to know how I can help them. I say no, no one will even want to learn about what you do if they don't know you.

Christelle Biga: I remember people do business with people. They know and trust. They don't know you if they, you don't share your story, they will not like you. Yeah. They don't know you. So why choose you? Why want to work with you? Your story can make them connect with you at a deeper level because they might relate.

Christelle Biga: They might recognize themselves or recognize someone in around them. And now they feel like they know you more. And they might decide after hearing your journey, your story, they might like you and then it's easier for them to do 

Erin Marcus: business with you. And people talk about authenticity. And this is why authenticity is so important.

Erin Marcus: Because if you have your story. As part of what you do, there's no such thing as anyone else doing what you do. Because you're the only one with your story. 

Christelle Biga: Yeah, exactly. For example, with my agency, let's go to my story. Yes! So there are thousands of questions. I was just going to ask you directly if you didn't pick up on it.

Christelle Biga: I knew you were waiting, so I didn't want to just leave. And you'll be at the end of the interview wait, what happened? I still don't know. I still don't know. 

Christelle Biga: Exactly. Yeah. So there are thousands, of podcast booking agencies out there, but the reason why I started mine makes me different because when I was growing up, I hope somebody caught that.

Christelle Biga: I have an accent. So I'm originally from Cameroon. And growing up, I was that little girl who we see strangers on the street and wonder, is this person happy? And I will catch myself and say, Christelle, you don't even know them. Why do you care? So I will try to ignore the question. But growing up, that question showed up in different ways.

Christelle Biga: And in my late teens, I remember paying attention to the influence that Rihanna specifically had on me and my girlfriends. Each time she would change her hairstyle, we go change our hairstyles to have the exact same one. And of course, Oprah, every time she would say, I read this book, everybody must read that book.

Christelle Biga: So I would go to bed thinking about it. And I would say to myself, These women probably don't even know where Cameroon is, but here they are influencing us. Here, we are changing our hairstyles because Rihanna had a new one. And then I would think, how come they can influence us even though they don't even know we exist?

Christelle Biga: And then I said, because they are celebrities, because they are visible, because we know them, the whole world knows them. We think we do, right? So I said to myself, wait a minute, if only I was able to have this level of visibility, I would be able to help people be happy. Because that was always in my heart to help people be happy.

Christelle Biga: I had no plan on how to do that, but I just realized at that moment, that visibility is a big part of it, where you can impact people that maybe you will never even meet, but some way, somehow you impact their lives in a positive way. So years later, I said, you know what? If I really want to make this happen, if I really want to change people's lives, even though I'd never meet them, what better place than the United States, because they said everyone can become anything.

Christelle Biga: So I bought into the American dream. I say, let's go. So here we are, 2015. I decided to come to the United States. I land at LAX. Again, I get arrested by an immigration. How did you pick L. A.? 

Erin Marcus: I ask 

Christelle Biga: that a lot 

Erin Marcus: of people because as someone who travels around the country and I was always in taxicabs and Ubers and staying in hotels and I would meet people Plus, I grew up in Chicago with people from 22 different countries in the 70s and 80s.

Erin Marcus: I'm always curious. You've come from halfway around the world. How do you pick? Where are you, Liam? 

Christelle Biga: Nothing too complicated. It was that easy. It was easy. I got my visa in December and one thing I knew about that time of the year in It's cold in Chicago! It's freaking cold. It's winter. It's snowing. And I have no experience with snow.

Christelle Biga: Okay. I'm from Africa. We don't do snow over there. We'll have to get you to 

Erin Marcus: come visit me. Cause we had two and a half feet, 36 hours. We don't 

Christelle Biga: do that. Okay. Where I come from, we don't do that. So I said, okay, girl, no, this is not happening. So I went on Google and I searched states in the U S I have no snow.

Christelle Biga: Oh my God. And California was one of them. And I said, wait a minute, Hollywood is over there. Hey, let's go to LA. So that's exactly what happened. It was nothing to, it was 

Erin Marcus: avoiding 

Christelle Biga: the snow. Hey, it's as good a reason as any. I wanted to stay alive. Okay. That was a good argument. So I come here, I could barely speak English at a time, had no family or friends here.

Christelle Biga: It was a big jump in for your listeners who are entrepreneurs. I think they can relate in making those kind of big jumps, right? Taking the leap. You don't know what is on the other side, but you just know, this is your next move. So that's what I did. I didn't know what to expect when I was coming here, but I definitely don't expect to get arrested.

Christelle Biga: That's for sure. Do any of us really explain? I didn't. I knew it was an adventure. What is on the other side? I'm excited. Police were not involved in your video. No, it wasn't part of the, no, that adventure didn't involve handcuffs. They didn't, but then I landed at LAX and somewhere, somehow an immigration officer tells me, I think you came here to work as a prostitute and you need to get back home in your country.

Christelle Biga: I ended up in a detention center where I spent nine months. Oh my gosh. My case. So yes. So based on nothing, based on his, based on profiling is what 

Erin Marcus: it based 

Christelle Biga: on. It was based on profiling. Exactly. Because I had a visa, so and you were female, right? I guess I was. Maybe I was too privy. I don't know. I was just saying maybe were really cute.

Christelle Biga: Kidding. 

Erin Marcus: Just 

Christelle Biga: kidding. Listen, there was nothing. I was wearing tennis shoes, jeans, jacket, and like two jackets because I knew it was going to be cold. There was nothing really to make me look like a prostitute, but I guess, I don't know, maybe he saw something in past life. I have no idea.

Christelle Biga: That's insane. He looked at me straight in the eyes and said, you know what, I think you came here to work as a prostitute. And I had to prove him wrong. Anyway, I spent nine months in jail. When I got released, I, my first job again was at LAX, the same airport. Okay. How did you get out of your situation?

Christelle Biga: I have to win my case. I go to court. The reason why I spent nine months there, people sometimes ask, it's not a sentence, it's just when you go to court. You're waiting your turn. Yeah, you're waiting. So when you go to court, do you have a lawyer? No, I don't, because again, I have no family of my own. You have no right.

Erin Marcus: And you also don't have, people don't understand that. I think what you said is very important. You want to prove your innocence, which is not how our justice system works, but because you're not a citizen, they 

Christelle Biga: don't care. That's it. So you have to get a lawyer. I have no means to get a lawyer. I have no family or friends yet and no money to pay a lawyer in the U.

Christelle Biga: S. at that point. So every time you go to court, same question. Do you have a lawyer? No. Okay. These are, names of pro bono lawyers trying to get one, come back next month because you go to court once a month. 

Erin Marcus: Once a month. And 

Christelle Biga: before you know it, you are nine months in. Okay. And eventually I defended myself without a lawyer and I won.

Christelle Biga: So that's how I got out of it. So when I 

Erin Marcus: left, and yet. You still decided to stay and didn't say screw these people. Not what the movie say, this is supposed to be like, I am. This is not it. 

Christelle Biga: I could have said screw this the same day I got in there. So that's really why I just gone back home.

Christelle Biga: Exactly. I could have just signed my deportation paper and go back home and say, why am I in jail? What did I do? But that's an important piece of each journey, right? If for the listeners, if you have started a business, let's take that example. You didn't expect the challenges that will come.

Christelle Biga: And when those challenges start happening, you're not making any money. It's you spending money and maybe you end up in your, on your mom's basement. You are tempted to say, screw this. I'm going to get a job. That's where I was. I had that opportunity to say, screw this. I'm going back to my comfort zone, to my family and friends and forget about them.

Christelle Biga: How crazy these Americans, exactly. But then when you have a strong vision I didn't come here just to, whatever. I came here with a vision. I wanted to make a difference in people's lives. And I thought this was going to be an opportunity to reach the world. So that's what kept me going.

Christelle Biga: So when you're facing challenges, that's why having a strong vision is so important. Knowing why you're doing it anyway. That's what keeps you, that's what keeps you going when things get tough because life happens. Sometimes you think you have all your plans, but you don't. If you have it all figured out all together, then life happens.

Erin Marcus: And the other thing, to continue the analogy, it can come out of left field. The problem, you could never see it coming. Because, like you said, in a million years, when you landed here and you knew you were going to have challenges, being arrested, considering you did the whole thing legally, being arrested anyway, Or detained was not one of the challenges you would have anticipated.

Christelle Biga: Exactly. And that's what made me share that story during the pandemic on the podcast. Because remember, as I said, when I started, I wasn't talking about it because it was still too painful. I'm talking about it lightly, but you can imagine the trauma. Nine months in jail. It was traumatic. So when I think that's important, I think people want to learn from your scars.

Erin Marcus: They don't want to see your wounds. Exactly. Exactly. You have to be able, there, there's a, I'm not a big fan of sharing the mess while you're still in the mess. It's not good for you and it's not going to have the outcome that you're 

Christelle Biga: hoping 

Erin Marcus: to have. 

Christelle Biga: Exactly. It doesn't help anyone anyway. So I wasn't at that place yet to share it because I still had a lot of shame.

Christelle Biga: Maybe some people listening can relate something happens to you in some way, somehow you feel ashamed. That was my case. So I had all of that going, but I didn't. But during that process, I had received help, and that's the help that I was also using for my class because The walking with other coaches has helped me so much.

Christelle Biga: I said, okay, actually coaching is the great way to help people do what I've always wanted to write, helping people be happier. This coaching is probably the perfect place to do that. So on that podcast that they made 2020, if you remember that period, we are really getting deep into everybody. Nobody knows what is happening.

Christelle Biga: What's it, what to expect. They're talking about lockdowns and everybody's freaking out. So I shared that story and tell people life happens. Look at what happened to me. I didn't expect that. We were entering 2020. We didn't expect this. People have big goals, big dreams. And now this is happening, but you have what it takes.

Christelle Biga: Because if I was able to win my case in a foreign country, barely speaking the language, you have what it takes to see this through. We all do. So that was, The feedback that I got from the host and the listeners made me realize, Oh, actually, this can help people, even the one that will not work with me as a coach, just being encouraged or have hope again.

Christelle Biga: And I think, I think 

Erin Marcus: that's a really important thing. One of the idea of be of service, like somebody, my whole thing is be of service and I don't have, you don't have to be my client. You don't have to pay me if I can be of service in little ways. and affect, have a positive effect on the efforts of people who will never be my client.

Erin Marcus: It's a different marketing effort. It's a different business model. It's a different day to day movement. 

Christelle Biga: And exactly beyond even, that's why I said, I love working with heart centered entrepreneurs because those people, maybe you will never even know the difference you've made in their lives. But maybe one day someone will tell you I heard you on a podcast and it changed everything.

Christelle Biga: I was about to give up. I was about to do this and then I heard you and I got encouraged and I decided to try again. I decided to whatever they decide to do after you shared. Your journey. That's what really made me realize I need to do this more. So I got on more podcasts. And this time I was sharing my story because I know I knew it was making a difference.

Christelle Biga: And remember, that's the only reason why I came here to begin with, to fulfill my little girl's dream of helping people be happier. So eventually took me a hot minute, but yes, down the line. It's 

Erin Marcus: just a hot minute, even if you haven't been detained. 

Christelle Biga: So of being on hundreds of podcasts and understanding the difference between those that really get you to reach out to rich people and those that are just heard by the host and their family members, you, I was able to find a difference between the podcast.

Christelle Biga: So eventually I sat down and I said, wait a minute, if I'm really interested or my vision is really to make, to help people be happier, my story is just one story. My way of helping them is just one way, but there are other experts out there. There are other people out there with skills, with talent, with stories, with journeys that can help people in different ways that I can maybe with their relationships, maybe with their finances, maybe with their mindset, other areas.

Christelle Biga: And I cannot do all those things alone. How about, because of my experience with podcasting, and I know how powerful this tool is, how about I get those heart centered experts on the right podcast so that together we impact as many people as possible. So that's how I started it. 

Erin Marcus: And one of the other, so a couple things like that you illustrate by what you've done, when you come from a place of.

Erin Marcus: inspiration and intention instead of a place from how can I make this amount of money? It's a game changer because you can make good money at almost any of the things, but you're going to show up differently when you have a story behind what you do and an intention behind what you do, like the one that you're talking about.

Christelle Biga: Absolutely. Because, and that's why I do it differently, right? I know usually podcast agencies, they book you and they have done their job, but I always want to go to extra mile, I promote my clients interviews on my platforms because I know the vision that is behind my vision is for us together to help people as many people as possible.

Christelle Biga: Be happy. That's my little girl's dream. So how can I help you do that? Yes, I'll get you booked on podcast. But beyond that, maybe people in my network also can Benefit from what you shared on that interview. So I promote your interview. Because as you say, it's beyond me just being good at doing something and, knowing how to do it and knowing I can make money out of it.

Christelle Biga: There's something deeper behind. 

Erin Marcus: So in going back to your experience. Were you in contact at all with your family at home while you were being detained? 

Christelle Biga: Oh, that was another interesting one. So when I got arrested, it was I landed here at LAX in December 31st. It was in the afternoon. They kept us at the airport for hours, like it was cold and I was hungry and I was traumatized, but we eventually left.

Christelle Biga: Around midnight, we had handcuffs. We had to wait for them to toast for the new year officers before they took us to process us. And when we got there, they gave me two or three coins. They say you have two minutes to contact somebody. So I called my brother back home and over there, they were already, having lunch for the new year.

Christelle Biga: And I'll call him. He's like excited. How are you doing? I have two minutes, got arrested and I don't even know how the two minutes. went and it was gone. So then I had, now I was double freaked out because my family didn't even know where I was. So I go to the detention center and I'm crying my eyes out because I'm like, what am I doing?

Christelle Biga: My family doesn't even know where I am. Will they ever find me? So eventually my brother calls someone he knows here and the person calls LAX and LAX take people after they get arrested. And eventually one week down Yeah, that was a long week. But one week down, I have a call. They say the officers come and say, Oh, you have a phone call.

Christelle Biga: I'm like, Oh my gosh, they found me. 

Erin Marcus: And I like it, to continue with the analogy that you set forth about, things happen. Did they just want you to just say, screw it, come home? 

Christelle Biga: Yeah, they had that option. They remind you of that option all the time. But like your 

Erin Marcus: family, like I talked to so many entrepreneurs who families, their families think they're crazy and and your mom must've been like, dude, just sign the papers.

Christelle Biga: Yeah. It was crazy. Everybody was in the thing is you can talk every day to them. It's not like that because Even when they finally found me, now they had to find a way to send me money. So I have money to buy food or whatever. You can't just call enough. You have you, I was talking with someone here that was down, give them you.

Christelle Biga: So it was. It was yeah, it was intense. So they couldn't even tell me that if they wanted to, they didn't have access to me to tell me how crazy I was doing that, you could probably make some good assumptions on what I knew for sure. My mom was freaked out. I knew all of that was happening for sure.

Christelle Biga: So what's next for you in your business? So what's next now is really yeah, taking it to the next level. My goal with the vision, the agency is really to have next year, my goal is to have a hundred clients because I'm just in that mission of putting as many heart centered entrepreneurs as possible on stages and podcasting is the great place to do that.

Christelle Biga: Yeah, that's really and grow my team also, because Having a good team is really important, especially with what I do, because it's done for you. So they have to do it for the client. So they have, there's so many details. Oh my gosh, understanding the right shoes, the right client for that show and the pitching and the follow ups you really need people that are committed.

Christelle Biga: So finding the right team is really critical as well in what I do. And it's hard to communicate. To share the vision with them to for them to feel the way I feel about that. But they 

Erin Marcus: don't really have to feel the same level, but they, but I would imagine, and I see this in any business if the owner or the founder has a vision that is at least clear, it's as important for team building as it is for sales.

Erin Marcus: It's going to attract the right people. Absolutely. 

Christelle Biga: It's going to 

Erin Marcus: attract the right people. 

Christelle Biga: Yeah, that's where I'm going stronger, helping more people. And so that together, we just impact the world. People need help and see if someone decides to listen. Let's say to this conversation. I hope people listening to this conversation today find it valuable.

Christelle Biga: When someone commit to spend 15, 20, 30 minutes or one hour to listen to a show, that means that person needs to hear something. So if you are out there and you have something to say, you need to be on that podcast so that person hears exactly what you need to hear that day. 

Erin Marcus: I think that's really important, too, because you already mentioned the importance of bringing your story.

Erin Marcus: There's so many people who have something important to say, but they, like how you said, nobody cares about my story. People need it. I think one, as much as, Everything seems to be out there 24 seven, yet the world's never felt more lonely and people need to hear the story. The thing I'll tell you, I have a friend who also spent nine months in detention from Brazil.

Erin Marcus: The difference between your situation and her situation is she had a lawyer who gave her the wrong advice.

Erin Marcus: He messed up her paperwork. She was already here and she had been here for years and she was married and then she went home and she did, she had the lawyer do all of her paperwork that allowed her to go home and then come back, except he did it wrong. So she ended up detained here for several months, got deported, and was not allowed to come back, all because of the lawyer.

Erin Marcus: So it's not the fact that you, the fact that they're telling you, you needed a lawyer, not always the best. Not always. 

Christelle Biga: That reminds me of what was happening when I would go to court, because remember I said I could not speak English at the But I could understand because in Cameroon, we learn English in school because Cameroon is like Canada.

Christelle Biga: One side is English. One side speaks French. So I was from the French side, but yeah, I understood. I couldn't just communicate because I wasn't practicing it. So I will go to court. They will give me a translator. And the day of my, the finally opened my case where I was defending myself and everything, the translator was messing everything up.

Christelle Biga: He will say things that I'm not saying. And I had luckily I understood English, even though I couldn't express myself. So I had to stop him all the time and say, that's not what I am saying. Can you just say exactly what I'm saying? Because if I didn't understand English and I felt bad for other people in that detention center that I knew didn't understand English, and I said, OMG, if they give them this type of translators, they're getting in trouble.

Christelle Biga: These translators are just making their case worst and they are getting deported when. They are telling the judge things they didn't even say. So yeah, that's sad. It's really scary. Yes, 

Erin Marcus: yes. And I think there's a million things wrong with the system and we keep forgetting there's humans underneath all of it that are being affected.

Erin Marcus: Thank you for sharing your story with me. I don't know what I expected. That wasn't it.

Erin Marcus: And I just, I do, I love the mix of what you started out wanting to do and why and the second level of being committed to your vision. And I think those are both just very, if you don't have those things underneath entrepreneur, it's just too hard. It's just too hard, and if you don't have those feelings behind what you're doing, it's very easy to give up.

Christelle Biga: It is. It is. And that's why it's so important to share our experiences with others, because sometimes it can even get lonely. You might think there's something wrong with you, until you hear someone else's story and say, Oh, wait a minute. Wait a minute, I'm not doing so bad. This happened before, so okay, so yeah, so that's why we are in this together and having these conversations and listening to these conversations can be the one thing that helps us keep going because as you said, it's God.

Christelle Biga: Let's keep it really hot. 

Erin Marcus: So if people want to follow up with you, I know you have it all on the screen for us, but if they're listening what's the easiest way to follow up with you and find out, hey, you know what if you're going to have someone helping you give book, you want someone with this kind of drive, right?

Erin Marcus: So what is their best way to get ahold of you? 

Christelle Biga: The best way is to go to my website exposuremaven. com. That's e x p O s u r e m a v e n dot com exposure maven dot com. Go there. You'll have all the information on how to go to the next step. And if you are a social media person, everyone's social media, my name is the same.

Christelle Biga: Christelle Bega. That's C H R I S T E L E B I G A. You go there, DM me, tell me, I heard you, I heard your conversation with Erin. Heard your story. OMG, I want to talk with you. I would love that. So yeah, those are the two ways to reach out. Love it. 

Erin Marcus: Thank you for spending time with me. I'm always inspired by people who take these types of leaps because it's not hard to follow a path.

Erin Marcus: I used to say this about going to the gym. I used to do competitive bodybuilding and competitive powerlifting, and it was not hard for me to go to the gym because I had always gotten, since I was 18 years old, I'd always gone to the gym, but the person who is out of shape and overweight, and they're starting to go to the gym.

Erin Marcus: Now that someone. To be inspired by and so for those of us who are from this country who got an education and followed a path That's great. It takes work, but It's so much more inspiring to hear the leaps that people are willing to take And I just there can't be anything more horrifying than moving across the world with nothing except a freaking dream And it's amazing.

Erin Marcus: So I'm glad you made it. I'm glad you got it out of the detention center. It's stuck 

Christelle Biga: with it. 

Erin Marcus: Now we're here talking and now we're here doing all the things. So thank you so much for spending all this time with me. 

Christelle Biga: Thank you for having me. And thank you to the listeners, because yes, we are doing this because we know you are listening and we hope this was valuable.

Christelle Biga: So thanks again.