An Open Letter to My White Biz Besties

Dear White Biz Besties,

I seriously debated writing this article because our country is a racially divided mess right now. You got the Miami Police Union claiming Beyoncé promoted an anti-police message because she embraced her blackness and celebrated the 50-year anniversary since the Black Panthers formed for the cause of fighting for justice.

Then there’s the blank faces after Kendrick Lamar’s politically-charged performance at the Grammy’s. As the camera panned the room, what I saw was a bunch of folks who didn’t know whether they should clap, find the nearest exit or pump their fists in celebration. And then, while the media reports on it whenever they choose to, a lot of Black folks are still dying at the hands of the boys in blue.

I truly wasn’t sure if you could handle any more of the “truth” this month. But I figure if anyone’s going to tell you, it should be me because I got nothing but love for you. So please listen carefully because I’m going to start from the beginning.

When I first threw up the deuces to my 9-to-5 corporate job as a marketing communications manager, I was clicking my heels all the way out of the office. The very next day, I’d “clock” in as my own BOSS and I was itching with excitement. At that moment, I saw myself as an educated professional using my knowledge to launch a business I loved.

But somehow, some way, I was reminded that I was a Black woman using her knowledge to launch a business she loved. And with that came a whole new set of unwritten rules and regulations:

Rule #1: Don’t Put My Black Face on a Business Card

I walked into my first business networking event suited up with my BCBG pumps and my Coach briefcase – looking and feeling casket-sharp. I worked the room handing out my business card and was taking a short rest when another black female business owner sat down next to me. We started chatting and her jaw completely dropped to the floor when I handed her my business card.

“Girl, you know you’re not supposed to put your face on your business card,” she said. “You shouldn’t let folks know you’re Black before they actually hire you.”

I was puzzled. Won’t they see I’m Black when I hand them my business card?

“Yes, but without your face, they won’t remember when they pick up the phone to call you.”

Rule #2: Use Stock Photos of White Folks on My Website

So I’d just completed the ever-popular B-School by Marie Forleo and was ready to build a new cash-generating website. I had clients already but my old website was nothing to write home to mama about. Plus, I was ecstatic about all the great possibilities that came with “humanizing” my website with my pretty little face.

I was talking about my new plans with one of my mentors – a woman who’d been in the game for decades – and she looked me squarely in the eye and said:

“Don’t you dare put your face on your website. You’re getting clients now because your face is nowhere on your site. Why would you mess that up?”

I was clueless.

“Look, White folks don’t want to work with Black people as it is. That’s why you need to use stock photos of White people so they feel comfortable hiring you. Let your work speak before your race.”

Rule #3: Don’t “Talk Black”

I grew up in the hip-hop era so while I’m very professional and intelligent, I use slang and non-words in my everyday language. But apparently, even though Whites use hip-hop references and slang in business communications, it ain’t (oops) cool when I do it because I’m Black.

I remember getting a Facebook message from a business “old head” about one of my previous articles in The Huffington Post:

“I loved your article, but I suggest you tone down the ‘talking Black.'” It makes you look ignorant, even though I can clearly see you’re very intelligent.”

Rule #4: Hide the Faces of My Black Clients

As a copywriter, I work with clients of all races/ethnicities because having smack-the-buy-button words for your business is kind of a universal thang, right? Here’s what a fellow Black business owner told me:

“Don’t showcase too many Black clients on your website because you don’t want to alienate White-owned businesses from wanting to work with you. They’ll think you ONLY service Blacks because you’re Black.”

Rule #5: Don’t Celebrate My Blackness

In celebration of Black History Month, I started promoting and acknowledging Black authors new and old that I love. It’s Black History Month, I’m Black – so why not?

Wrong! The world literally lost their minds when Beyoncé celebrated her blackness and if they turned on her, you already know what folks will do to me. Like this clown on Twitter:

Now, because you’re my White biz bestie, you already know I break each and every one of these 5 unwritten, so-obviously-biased rules of being a Black business owner.

Why? Because honestly, I simply don’t care what people think about me. I used to and it was bad for business. So I’ve decided I don’t give a sh*t and I’m gonna keep on slinging these “tell-it-like-it-is” sentences and do me.

So thank you, dear White biz bestie, for reading my so-obviously-educated yet oh-so “tell-it-like-it-is” words. You see, I’m certainly a Black female copywriter, but when it comes to running a profitable business, I’d say having smack-the-button sentences cross all color lines.

Let me leave you with this final thought:

If you have a biz bestie of another race, please let her know that you won’t judge her for showing her beautiful face all over the Internet streets. You won’t judge her for using too many slang words. And that you won’t judge her for celebrating her blackness.

You see, if we hear it from enough open-minded people like you, maybe we’ll stop spreading these lies in the Black business community.

Love,

A kickass Black female business owner

Apryl Beverly, “The Word B.O.S.S.,” is a six-figure, award-winning copywriter who slings million-dollar smack-the-buy-button sentences for solo entrepreneurs, small business owners, CEOs and marketing executives of big profitable brands.

Known for her educated, “tell-it-like-it-is” writing voice, Apryl has broken just about every grammar rule she ever learned and survived the wrath of her English teachers. Grab your copy of her wildly popular, FREE “Write Like A B.O.S.S.” guide today and be the first to hear when her brand new book hits the streets.