If you prefer the video…
When you’re a small business (especially a solo business), getting people to even know you exist is often the biggest problem.
But you don’t have a ton of money for marketing. In this episode, Jill Lublin teaches you how you can harness the power of publicity and PR (public relations) to have other people share your story. (Jill’s story starts with her wanting to be a lawyer until she got to law school, which she hated.)
When it comes to publicity, remember that journalists and editors don’t care about helping you– they want to help their readers.
Tie into conversations they are already having (use National Day Calendar to see how your story might dovetail with a piece reporters are already writing).
Naturally, this all starts with getting very clear on your audience, then identifying the journalists who report for that audience. Nurture relationships with them– don’t just spam them stories. When you have the relationship, it’s much easier for you to offer stories that appeal to their audience.
The benefits of PR go beyond just the one-time bump from the story– you now (hopefully) have a link or two to improve your SEO, and it makes it easier to get featured again in the future, since you have the credibility of the initial story.
And remember to be kind– it’s the currency the world needs (and it’s more likely to lead to publicity).
And if you’re a solo professional, looking to craft a compelling set of stories (don’t forget your origin story and your “secret”), nurture relationships with journalists, partners, clients, and prospects, check out Mimiran, an “anti-CRM” designed for all this, instead of for a VP of sales to keep track of a sales team.
The Wine
We have no adult beverages because we had to do this in the morning! (I’m drinking coffee.)
Where to find Jill
- JillLublin.com/guide — get free publicity guide
- Book: The Profit of Kindness (and check out Jill’s other books while you’re there)
Where to find Reuben
@Sales4Nerds, @Mimiran, Mimiran.com.You can also listen on Overcast, or Subscribe on Android, or Player.fm.
Want a way to make sales and marketing fun, without being “salesy”? Try Mimiran, the CRM for elite solo consultants who love serving clients but who hate “selling”.
Unlike CRMs built for the VP of sales to keep track of a sales team, where contacts are just statistics, Mimiran is built for relationships, networking, and referrals.
(In Mimiran, every contact has an “Ideal Client Profile” and “Ideal Partner Profile”, so it’s easier to make connections for others. You can also track your referrals, and what business resulted. Make follow-up a breeze, and more, with Mimiran’s emphasis on the Relationship part of CRM.)
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