5 Reasons Media Exposure Isn’t Growing Your Business

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Too many small business owners spend way too much time and money on PR and forget it connect it correctly to their sales funnel. Here are some simple tips that don’t require a fancy PR agency or mad writing skills.

1. Get crystal clear on your ideal client and what media they consume

If cashflow (as opposed to credibility) is your short term objective, you want to make sure that you create a story that will speak directly to your ideal client’s needs. And then pitch that story to a media outlet that he or she is likely to consume. Go niche with trade publications instead of wide with morning talk shows.

Small, targeted blogs, podcasts and trade magazines often have smaller numbers but very engaged audiences, so although folks outside your niche might not recognize their logo, they tend to convert to sales better. (more…)

How I landed my column with Inc.com

Inc sequence FB ad

Are you scratching your head trying to figure out how to turn those famous Facebook “likes” into actual cashflow? Yeah, me too!

It’s what small business owners are told to do, right?

“There’s 1.3 billion people on Facebook!” the stats scream. 

Sure. But if only 103 of them like my Facebook business page and most of them are friends and family, how does that help me connect with paying clients? Right?

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Become a Media Magnet: The Recipe

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[pinkbutton link=”https://geo.itunes.apple.com/us/podcast/baby-got-booked-the-podcast/id1013144570?mt=2″ class=”left”]Subscribe on itunes[/pinkbutton] [pinkbutton link=”http://www.stitcher.com/podcast/geeta-nadkarni/baby-got-booked-podcast” class=”none”]SUBSCRIBE ON STITCHER[/pinkbutton]We typically book three types of guests on the show. We book producers or editors in the media who have a media platform and are looking for content and experts. We book people who have used the media to launch their brand or grow their business. The third type of person I like to bring on the show is somebody who helps us elevate our game and become a better story (because if you’re living a really great story that’s an excellent first step towards getting attention for it). My guest today, Zane Caplansky, fulfills all three of these requirements because he is a celebrity chef, he owns multiple businesses (all in the food industry), he’s an absolute media magnet extraordinaire and he has his own podcast. If you’re at all in the food industry or want to be in the food industry this is the guy whose show you want to get on.
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How to Stop Anxiety from Holding You Back

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[pinkbutton link=”https://geo.itunes.apple.com/us/podcast/baby-got-booked-the-podcast/id1013144570?mt=2″ class=”left”]Subscribe on itunes[/pinkbutton] [pinkbutton link=”http://www.stitcher.com/podcast/geeta-nadkarni/baby-got-booked-podcast” class=”none”]SUBSCRIBE ON STITCHER[/pinkbutton]It’s much easier to tell a better story if you are living an amazing story. Tiisetso Maloma falls into that category because he is an entrepreneur many many times over. He’s worked in very diverse industries including but not limited to marketing and PR, photography, graphic design, web design, copy writing, public speaking, event organizing and a lot more. He is about to launch a brand new book which you can pre-order right now called The Anxious Entrepreneur: Anxiety Defeats Creativity and Creativity Defeats Anxiety. I’m excited about introducing him because I think anxiety is a big dark underbelly of entrepreneurship. We will talk about using creativity and story-telling techniques to defeat the anxiety that may be holding you back, maybe crippling your business or if your business is successful sucking a lot of the joy out of your life.
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The #1 crucial question every journalist asks when reading your press release

#1 crucial question copy

 

Get the answer to this one wrong and you get the delete finger. Get it right and you get your message out to millions (without having to build the audience first)

One of my party tricks as a professional speaker is to ask the audience, “If you were pitching the press and a producer asked you why is this a story right now, what would you say?”

One after the other, hands will go up and small business owners will call out, “Because I have a new product launch” or “I’m opening a factory” or “We’re expanding into a whole new facet of the industry” or “we’re having an event”. Or even worse, “we just hired a new CEO”.

These answers are the correct answer if you’re a Kardashian or a brand like Apple or Facebook, each of which have such a huge footprint in the media’s consciousness that Zuckerberg or Kim endorsing a new kind of breakfast sandwich is automatically news.

For the rest of us mere mortals, not so much.

Too many entrepreneurs and experts make the mistake of assuming that just because their product or service is one that’s useful throughout the year, it’s automatically interesting as a story at any time.

It isn’t. Here’s why.

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Be the Story TV Producers are Hungry For

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[pinkbutton link=”https://geo.itunes.apple.com/us/podcast/baby-got-booked-the-podcast/id1013144570?mt=2″ class=”left”]Subscribe on itunes[/pinkbutton] [pinkbutton link=”http://www.stitcher.com/podcast/geeta-nadkarni/baby-got-booked-podcast” class=”none”]SUBSCRIBE ON STITCHER[/pinkbutton]Today I want to introduce you to somebody who has actually been in a vomit comet. They are the simulators that allow you to simulate weightlessness aboard an aircraft and feel what astronauts actually experience in space. John Getter is a licensed pilot and has flown the space shuttle simulator and has more than 3 hours of weightlessness aboard a special NASA aircraft (the vomit comet). He is a former broadcast journalist whosebroadcasts have been carried in 135 countries and he supervised projects that flew in space. He does insights and stories from working with hundreds of explorers including all who walked on the moon or commanded a space shuttle. He’s a professional speaker and he produces news coverage for major broadcast and cable networks including Good Morning America. He consults with major corporations industry and political leaders on effective communication skills, media understanding and of course storytelling.
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How to Tell Your Hero’s Journey

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[pinkbutton link=”https://geo.itunes.apple.com/us/podcast/baby-got-booked-the-podcast/id1013144570?mt=2″ class=”left”]Subscribe on itunes[/pinkbutton] [pinkbutton link=”http://www.stitcher.com/podcast/geeta-nadkarni/baby-got-booked-podcast” class=”none”]SUBSCRIBE ON STITCHER[/pinkbutton]On today’s show I’ve brought on a story telling maestro. Park Howell has been a professional story teller for more than 30 years. He has helped firms achieve epic growth through the power of story to define their brand and connect with customers, all the things we’re going to teach you how to do today. He’s a professional speaker, a marketing consultant and a brand story strategist. He’s going to help us craft and tell a compelling story and then we’re going to hook those ideas together to show how you can leverage this for the media (that’s where I can bring some of my ideas to the table).
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How to Write Your Brand’s Story

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[pinkbutton link=”https://geo.itunes.apple.com/us/podcast/baby-got-booked-the-podcast/id1013144570?mt=2″ class=”left”]Subscribe on itunes[/pinkbutton] [pinkbutton link=”http://www.stitcher.com/podcast/geeta-nadkarni/baby-got-booked-podcast” class=”none”]SUBSCRIBE ON STITCHER[/pinkbutton]Today’s guest is somebody who’s going to teach you how to talk about what you do in a way that makes people want to lean in and hear the rest as opposed to the elevator pitch that makes people say “oh, okay” and the conversation is over. Jenny Beres has run a successful freelance writing business for 10 years. She started with $75.00 in her bank account and quickly transformed it into a six figure freelance copywriting business. She helps brands tell their story in a compelling way and she also helps a lot of freelance writers or freelance social media people run a successful business. So it’s the skill of writing itself, what stories to tell, what stories to leave out and then on the other side of it the business aspect of running a freelance writing oriented business.
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Go From Grit to Great

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[pinkbutton link=”https://geo.itunes.apple.com/us/podcast/baby-got-booked-the-podcast/id1013144570?mt=2″ class=”left”]Subscribe on itunes[/pinkbutton] [pinkbutton link=”http://www.stitcher.com/podcast/geeta-nadkarni/baby-got-booked-podcast” class=”none”]SUBSCRIBE ON STITCHER[/pinkbutton]Do you remember the Herbal Essences commercial where the woman in the shower is going “Yes! Yes!”?  Well, I don’t have the woman in the shower (she’s a model) but I have with me the woman who wrote that ad campaign and made it famous. My guest today is Linda Kaplan Thaler and she is responsible for some of America’s most famous advertising campaigns including the Aflac duck quack and the yes, yes, yes Herbal Essences campaign. She has won 13 Clio awards (which is like the Oscar for advertising) and two were for best original music and lyrics. If you’ve ever heard “I don’t want to grow up, I’m a Toys R Us kid” and Kodak moments that is her. She runs a billion dollar advertising agency in New York City called Publicis Kaplan Thaler. Her latest book Grit to Great (co-written with Robin Koval, who is also the co-founder of the company the Kaplan Thaler Group) is a national best seller that teaches us how to be a better story (other books include The Power of Nice, Bang! Getting Your Message Heard in a Noisy World, and The Power of Small.)  If there was ever somebody who could boil down a brand’s story and tell it in 30 seconds in a way that turns it into a cultural piece of shorthand this is the person who really gets how to do it.
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How to pitch Inc.com

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[pinkbutton link=”https://geo.itunes.apple.com/us/podcast/baby-got-booked-the-podcast/id1013144570?mt=2″ class=”left”]Subscribe on itunes[/pinkbutton] [pinkbutton link=”http://www.stitcher.com/podcast/geeta-nadkarni/baby-got-booked-podcast” class=”none”]SUBSCRIBE ON STITCHER[/pinkbutton]Have you ever bought a copy of Inc. Magazine, read it cover to cover and ripped out pages to use as a blueprint to create your dream business? Today’s guest is none other than James Ledbetter, editor of Inc. Magazine and Inc.com. Prior to this position he was the founder and editor of The Big Money, which is Slate’s business and finance site (if you’re familiar with slate.com) and the opinion editor for Reuters. He has also been deputy managing editor of CNN Money and senior editor at Time and is the author of four books. Today he’s going to spend some time with us telling us what sort of stories excite him, what his inbox looks like and how you can pitch him in a way that gets you an invitation to join their contributor network so that you can have your own column in Inc. Magazine.
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