Say you’re an expert in your field. You know you have the ability to make a positive impact on people’s lives with your training, knowledge, and expertise. You want to get the word out, and you want to do it organically in a way that helps you establish credibility so you can attract your ideal client (and say “aw hell-to-the-no!” to those with whom you don’t wish to work), command higher fees, establish yourself as an expert, and make a greater impact.
And while advertising is great, and it certainly has its place in the grand scheme of things, it’s expensive, and you can make up anything you want about yourself and your experience. It is paid attention rather than earned attention. Big difference. Huge!
Did you know: People are more inclined to buy when they read an article about a product or service. In fact, according to a recent survey by GfK, an AI-powered intelligence platform, 85% of those surveyed stated media influenced their purchasing decision. A Nielsen report states 92% of consumers believe suggestions from friends and family more than advertising.
Organic marketing on social media is great, but it takes a looong time. So, how do you create some buzz and expert positioning without having to post or comment on ten different groups all day every day while doing daily Lives in your own group and pages, hosting Clubhouse rooms, and creating and sending email nurtures and lead magnet after lead magnet?
Public relations, my friend. Now, I know you’re probably saying: Yea, that’s great and all, but I don’t know a single member of the media? I have no idea who and how to pitch. What do I even say? Where do I even start? How can I get an article about what I do and establish myself as an expert so I can attract my ideal client? How do those who need my services find me if I’m not spending $10k a day on Facebook ads… So I can help more people and make a greater impact in the world?
All great questions. Here are some answers, but first I am going to ask you to do two things: Breathe and believe. Then, you are going to work on getting past any limiting beliefs, especially imposter syndrome. You know you’re the real deal!
The next thing you are going to do is start creating those all-important relationships with your target media by doing one simple thing: Adding value. Here’s how:
- Start following them on social media. See what kind of content they post. Check various #hashtags your target media engages in and alter your content based on that. This way, your target audience may notice that and will want to support you more.
2. Promote their content, causes, or interests.
- Share their articles on your social media and make sure to tag them.
- If they are involved in a specific cause, and say they are doing a Facebook birthday fundraiser for that cause, share that.
- Include their article or story in a newsletter — like I do with Feel Good Friday.
- Share something of theirs that really motivated, inspired, or informed you.
- If they’ve written a book, write a review on Amazon or on their social media pages.
- Share their newsletters or respond to them. For example, a major influencer and reporter in the tech space sends a monthly newsletter of his favorite books for the month. Not only do I send a “thank you” message, I also let him know I shared the newsletter with my audience. If I happened to have read one of the books he recommends, I’ll mention that, OR I’ll even give him a good book recommendation for his next newsletter.
3. Connect them with resources. Say a reporter is looking for a relationship expert for an upcoming article. This is not your area of expertise, but you know a fellow coach who just so happens to be a relationship expert. Make the introduction. Help facilitate their work. The easier you make a reporter’s or editor’s job, the more inclined they’ll be to work with you.
4. Offer advice. If you follow them on social media, and say they posted about getting a new puppy and need some advice on potty training, and you happen to know how to potty train a puppy, offer that advice. Or maybe they did a post about losing the COVID weight, and you are a health and fitness coach. Offer a few tips and maybe even a free consult.
5. Express gratitude. I cannot express this enough! A little gratitude goes a long way, so if a reporter wrote an article, blog post, or hosted a Podcast episode on something that something that really inspired or helped you, send them a quick ‘thank you’ note. Let them know the impact they made in your life. Share the article and tag them with a: “Just had to share this amazing article/podcast. It really inspired me. Thank you (NAME OF REPORTER OR HOST) for always providing such great value in your work!” They love that shit.
I’ve been known to send handwritten thank you cards for this and even little gifts (caveat with the gifts: some publications don’t allow reporters and editors to receive gifts as it could be perceived as payola aka “pay for play”). While a handwritten note may be old school, it’s safe and SUPER thoughtful and meaningful.
Relationships are a two-way street. You have to give to get, and if you want the media to start writing or talking about you and what you have to offer, you have to give a little at first. Once you start nurturing and building those relationships, you’re golden! Good luck!