Here’s what we’re not talking about:
• SEO • CRM • RFP • Hashtags • Converting Twitter into cash • Tricking people into paying for stuff
But we WILL talk about how to:
• Create a brand that means something • Communicate with power & precision • Compel someone to give a crap
I make what you care about compelling to other people.
Brand & content strategist.Business owner.
Media contributor.
Crack the media code. Craft your pitch. Crush it on air.
lightscameraexpert.co
1. There is always enough $$ for the right solution.
2. There are clients everywhere.
Two assumptions
Problem #1 You aren’t talking to the right people
You’re trying to be all things to all people You haven’t specified the who Language is vague, unclear No one gets what you do / why you’re different
Use their words Be specific & straightforward Be granular, not general
Instead …call out the key issue & own it
SurveymonkeyGoogle forms
1:1 conversations3 star Amazon reviews
Social media pollingNetworking events
Ask (the right people).
Then, listen.
Problem #2 you’re leading with features / benefits
You’re job- and task-oriented. You’re leading with what you do, not who you are. You are thinking inside your machine.
Instead …think bigger
Understand their larger problem Lead with the what/why Think like them, not like you Be bigger than your business
Problem #3 fear of focus
You’re mistaking broad for big You’re mistaking niche for “limited” You’re missing an opportunity
Instead …Pitch your niche
Plant your flag Raise the stakes Think like a rocket, not a sprinkler system
Problem #4 You are thinking transaction, not transformation
You end up with little jobs that don’t add up You can’t charge much, because there’s no added value You are being reactive instead of proactive
Do a deep dive first - lay out the big picture See what you do as a premium service Just because you can do a job, doesn’t mean
you should Also: Don’t get business blinders
Instead …think like a chef, not a short-order cook
Problem #5 you’re offering info, not insight
You’re afraid to take a stance You’re afraid of alienating / offending You’re not changing my life / perspective
Instead …take a stronger stance
Think like a thought leader Have an opinion about your industry Raise the stakes Hit a nerve
Started with a list size of “0” Grew to 900+ in 2 months 2% conversion rate (13 enrolled) $20,000+ launch
6-week online course for experts, authors, entrepreneurs who want media attention.
• Gave away a free pdf • Gave away a free video course • Enlisted a few affiliates • Podcast interviews • FB ads • Email marketing campaign • Content marketing • Events • Webinars (even FB Live!)
What we used
• “But I’m not an expert!” • “I don’t have time to do this.” • “Why should anyone listen to me?” • “I don’t know who or what to pitch.”
Objections
Competitor positioning
• Be your own publicist • A PR firm charges you $$$ and doesn’t promise you a thing!
• You need media training
Our Positioning
• Being in the media is a game changer • You don’t need any special certifications • You need to know how to position your own brand • Don’t be a one-hit wonder • We have experience on both sides of the gate (plus we draw on other parts of our brands)
• We are not a replacement for PR
Marnelli Martin founder of Luxe30
Business: Subscription jewelry service
Big idea: Women & entrepreneurship
Vision: To inspire women to feel strong, beautiful, in control
Influenced by: Trends like Rent the Runway, StitchFix
So we played with a few ideas:
Your beauty is not on loan. Don’t loan it. Own it. Don’t just rent your life. Own it. Finder’s keepers. We find. You keep.
3 pieces of jewelry every 30 days. 1 surprise gift.
Unlimited compliments. $39/mo
LUXE 30We find. You keep.
Grow your existing brand Find your niche Communicate your expertise and value
JANUARY 2017!
territrespicio.com
Some readingLinchpin by Seth Godin
Purple Cow by Seth Godin
Essentialism by Greg McKeown
Start with Why: How Great Leaders Inspire Everyone to Take Action
Stand Out by Dorie Clark
How the World Sees You by Sally Hogshead
Sell or Be Sold by Grant Cardone
Pitch Anything by Oren Klaff
Crush It by Gary Vaynerchuk
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