Webinar: How To Hack Your Own Public Relations Campaign from Scratch

awesome so i'm a 15-year early stage startup marketing expert i've driven three startup exits and i have a book out called the startup growth book where i teach how to do pr and many other marketing channels with an er with very little budget and basically today we're going to be talking about chapter one of that book which is all about how to hack pr for your business now if you would like to tell me more about your business in the chat i'll try and curate to talk to you as much as possible but uh we're gonna get through this and if you have questions feel free to post them as we go and i'm going to get to the questions towards the end of this of the class so make sure we have time and we'll be out of here in less than an hour so the first thing is if you're an early stage startup maybe you're a founder you're an artist like our buddy said sanjay and you're not really thinking like an early stage marketer if you've had a traditional corporate career before that you're not thinking like an early stage marketer so what does that mean there's a couple mentality things that i really teach in the book that i want to touch on before we start talking about pr because there are ways to do a lot of these early stage marketing channels without a big budget but you have to have the right mentality you have to put the time and you have to be aggressive and so there's reasons why 70 of all global startup investment is in san francisco and silicon valley because a lot of these things are well understood but when i talk to groups around the world it seems to be over and over again they're very interested in learning about these things so some of these concepts are there are no such thing as spamming people if you have an interesting story for your business and you want to get it out to press and reporters who should be talking about your business that's not spamming them they might not have asked you for your message but it's all about value everything growth wise happens by creating value for the right target so if you're sanjay you know how do i create more value for interior designers than other artists that are going to be reaching out to them so there's really no such thing as a stupid idea when you're testing pr you're coming up with ideas for your business um you know there's no such thing as a bad idea and you just have to test it and really figure out what's uh what's most valuable so when i get into these lessons i start teaching you about stuff think about some of these things you know you're supposed to be data driven what does that mean we'll talk about that data driven is all about watching how much time you're investing you know in your marketing in your pr and really figuring out what's working and spending your time budget as wisely as your monetary budget what that means is you know a lot of businesses and early stage startups they don't spend their time very similarly to how they spend their money with their money and their limited money they're very tight they're worried about wasting with money but they're not worried about wasting with their time what i'm teaching you today doesn't take any money so i want you to treat your time like a time budget and invest that time wisely but also be testing it and having your tracking in place so if you're listening to this webinar and you don't have really solid tracking in place that's the first place to start that's your job number one you need at least one solid analytic source so that you can see where is my pr winds coming from where is the traffic coming to my website where who's opening my emails that i'm sending out to these reporters you need to make sure that you have the analytics in place so that you can make quality decision-based data i mean database decisions that's basically going to keep you from failing the worst thing you can do in any campaign or any growth related things for your business or startup is just make gut decisions based on your heart or on your experience previously i really don't like to see that but it happens a lot and so instead you know try and have multiple analytics source that you can compare and then you can make decisions based off the data okay we sent out a thousand emails to reporters saying this message they didn't like it but we sent out 200 with a totally different message and we got a lot of responses so let's actually continue with that message those are the kind of things i want to say so i see a bunch of messages coming in i said i wasn't going to stop but um awesome so i think i'll go into those at the end but um basically public relations is all about these four things crafting a valuable story from your company and a lot of companies believe they have to have a million dollars in revenue or have helped a million people and that's not true we're going to talk a little bit about that next step is building a database of people that you want to reach out to so who are the targeted media who are the people that have an audience of your target customers that you need to reach out to how do we effectively build that rolodex or that database and that's really what you get from working with an agency like mine i own a company called growth experts growth expert z.com and we specialize in alleviating the need to do a lot of these things they're about to talk about to companies but you can do it yourself it just takes a lot of time to craft those stories you know trial and error what stories are really going to stick with the media well how do we build that pr database the next step is really distributing that press release effectively and efficiently and almost strategically as well like who do we give it to first what extra value do we offer them those are the things that we're going to talk about the last part is you know how do you speak to the media when you when they're interested what do you do when they respond back like yeah let's set up an interview how do you speak to the media what do you say what do you not say how to you know how are you effectively trained for executive media training for yourself so we're going to talk about all these four things and that's really all that it comes down to talked about what we're going to cover so the first thing is writing your press release so you know like i said a lot of companies think oh andrew we don't have six million dollars raised so we don't have a story but as you see these are real screenshots from press releases that my agency has worked on with clients for and you'll see the company launching is actually news for certain people right the obviously if you've raised money that's very low hanging fruit but then anything that you invent anything that you technological like your technology is new you can make a story about about that something that you're launching the fact that you're solving a really big problem is a news story in and of itself so you have the opportunity to leverage that and see what it sticks on now you might end up creating multiple press releases if you build multiple press lists which we're going to get into in a second but there's might there might be multiple avenues that your business is related to for instance with sanjay his business is interest related to interior design so interior design magazines interior design newspapers blogs things like that you might want to build a list of that but then he's also based in new jersey as well maybe there's some localized new jersey media he wants to build a list of that so you might have a different story for those different lists so the first thing i tell people to do and you know after this call besides working on your analytics the first thing to do is jot down some ideas for potential subjects titles and head headlines for your press release you want to be vague in the title and then tell a little bit more in the subtitle so you know we we usually don't say the name of the company as you see right here in the first line it's just really vague and it grabs world's first automatic video editor and then you say the name of the company you have some data or some kind of number in it to really hammer home and then after that it's all about writing um deeper into the press release so but somebody some more tips on really good titles is you know you want to keep it short one line for the title one line for this subtitle there's no small print in a title subtitle you really want to think you know the reason why i tell you to start by brainstorming with these titles is because you might think of ten different ideas and then the title that you may be run by family girlfriend husband business partner parents whatever the titles that really jump out to them that's when you're going to start to create a press release phone there so make it interesting but vague enough to keep them reading you want to mention the company line name at least once use buzzwords that you believe that those reporters are going to be interested in so if your business is somehow relevant to coven and people getting over covet then you know you want to use that those keywords in the title uh ask yourself you know is this going to be something that they're going to think is valuable if not you need to keep going through that iterative process and keep rewriting okay so i see more questions coming in in the chat that's great you can also post them in the q a section that's totally fine i'm going to get to them when we're done monetary figures and numbers and data they don't necessarily just need to be things from your company it can be you know industry-wide stats covered stats things that you know numbers are going to really make the reporter believe that you know what the hell you're talking about okay so you figured out your catchy title and your subheading what else needs to go into a press release it's really very very easy you guys and the hard part is really figuring out that story and what's going to be valuable but once you figure that part out what's valuable about your business the next part is giving the reporter everything that they need to write about your business what does that mean the end goal here is to get them to write about your business the easier you make that the more likely that's going to happen so how do we make it very easy for a reporter to just copy paste or take out every element well we think from their side in their shoes what do they need they need images of our product head shots of our team quotes from early customers a quote from the ceo and founder you know stats on the industry you know from from other reputable sources stats on our growth stats on our user base anything numbers-wise that they can use anything that you think that they might need to without contacting you create a story about your business that's what's really going to uh make this a success multiplier right so that's what's going to drive many many people to just be like you know what that's interesting i'm already working on a story let me go ahead and include these guys because they gave me everything the more difficult that you make it the less likely that someone's who's super bogged down by a recent deadline is going to contact you so there's really only like three potential outcomes here they're obviously going to do nothing they're going to include you in a story they're already working on i guess four do nothing is not an outcome you want to think about so say that's for the fourth one they're going to include you in a story that they're already working on which is cool all right maybe they just grab your quote put it in there give you a link that's awesome they're going to regurgitate what you've given them into a blog post or just an article as a press release maybe they cut it up chop it up add a little bit of their own swagger to it that's fine but the most holy grail scenario is they respond back like you know what this is amazing i think i'd like to set up an interview with you guys and then write an article all about your company so you want to give them enough stuff to do those other two without contacting you but the goal is hopefully that they actually want to further interview you and contact you more so basically as far as size you know you want one to two pages you need to include your contact info i think a media kit at the bottom is really important you know this says multimedia right here but i normally wait until the end of the press release to just include that in a link to a google folder with all the images that they could ever need you know headshots like i said etc etc so that's really all that it takes to create a press release so you know coming up with a really good title expanding on that into a story you know just three or four body paragraphs you know your your quote from the founder if it's you that's great we're going to talk about creating a fake team member to send out this press release later but you can also um you know if you have to fake it till you make it to include a couple quotes from early customers or you have customers that your users that you can't contact anymore you know i'm not telling you to lie or anything but faking it until you make it is an art form and you know i wouldn't make a fake name but you know you can put you know you can't really quote someone so i would instead get some friends and family to use it and get a quote from them so it's actually a legitimate person but you need as much stuff in that press release as possible if you have any more questions on the press release go ahead and throw them in the comments and we're going to talk at the end here's an example of the press release for my new book that my interns wrote up after watching all my online courses so you can see pretty vague the startup marketing expert launches new growth hacking book then it talks about the name of the book and what the value there then the very first thing it talks about where we're based the date name of who i'm you know very you know quickly go into the value you know like so if they just read this one paragraph they know my name my instagram and the website and they can go away and still contact me directly yeah i read a little bit of your press release andrew i'd like to write about it you know as much fact-based stuff as possible i've been working 15 years et cetera but you know not much longer than this below this paragraph is where it starts the quotes that i say about the book and then the media kit and that's really it that's enough to get people to write about okay now that is not something that you're just going to be able to do in one day the hardest thing before i go into the next phase about writing a press release is not making it an article you are not writing a story you are not writing a blog post you are not writing the article you're writing the press release so it's you don't want it you don't need to start an intro like a blog and you don't need to do any of that it's all facts facts facts accept facts you want to make it just all the facts that they need to tell your story and then they will elaborate on it okay so keep those questions coming we're gonna get there in about 30 minutes or so so the next thing is building a press list who do we want to reach out to once we've got this press release ready to actually get them to talk about our business so what i want you to do is open up a google uh go to google docs create a google sheet and you're going to end up populating this slowly but surely over time to teach you with their name email publication maybe the link to what they've written about so that's what you're going to say then then you're going to um you're going to go to google alerts now if you don't know what google alerts is sorry but google alerts is an amazing free tool for you to find out what's on the internet without you having to search for it google will basically notify you when a piece of content is published on the internet with the keywords that you stipulate so at the time i created this i was in thailand and i was working with some startups so i wanted to see any news articles about other startups in thailand now what you're going to do is you're going to enter in keywords that you think your target demographic um would would be interested in so again i'll just use the example of sanjay he's going to do interior design you know indian design companies indian artists things like this that are going to basically send him content so then he can look at those articles and i'm just gonna this is just an example of an article that i saw when i looked for um startups thailand or tourism or something now you click on the articles that you get set in a google alert and very often you see that the author's name is there it's clickable it has their contact info if it doesn't have their contact info it has their twitter email i mean their twitter account so you can tweet to them and you can say hey do i have it on here you can literally say hey what's your email i have a story for you can i dm sure send me a dm now if there's the email here you click on that and it'll go right to give you giving you their email and then you're going to go back to that doc and you're going to basically slowly but surely be building a list or maybe multiple lists if you see down here this is an example from an app launch that i did for an android travel startup so we started building lists of reporters months before the launch for travel and tech i mean startups and tech travel android and then you know female founder related stuff because we had a female founder of that project so what you're going to do is slowly but surely literally just like 10 minutes a day you guys you can put into checking these google alerts it can be the end of the day or the beginning of your day and you're going to essentially just be looking through content that's being published on the internet with the keywords that your target demographic are interested in and it's very likely that you're going to find things that are outside of the pr realm but are still great for marketing you're going to find partners you know blog blogs that you want to partner with you know giveaways other events that you should be attending all kinds of stuff but the main goal is to find you know five to ten to twenty new writers who are writing about things that are related to your business that your story is going to be relevant for and pushing content i mean and basically building that list so that when you're ready you can push your content or your press release out okay this is something that it cannot be done in one day it is you know one hour a week or 10 hours 10 minutes a day and then slowly but surely building that list you can also go to google if you don't want to just wait on google alerts you can go to google and you can search you know travel startups or whatever your categories might be and you can see the publications and you'll constantly be seeing you know as you get into it you'll see more and more people who are really interested in these writing about these things and it's actually their job now before you think that you're spamming that reporter by emailing them it's their job to get new stories you are doing their hard part of their job for them you're giving them a good story you're creating value for them that's how we frame these things so that we can become the growth hacker okay now let's imagine i know we've been going fast but i see a lot of questions i want to make time for that let's imagine that you have written a press release you have slowly but surely over time been building this list i want you to get at least 100 emails in one list if you've got multiple lists you know 100 in each list that's because we're going to do two things to distribute our press release now to these lists and this is literally all that pr companies do my company offers pr we obviously put a ton of time into the exercises around developing the story there's a lot of creative aspect there so i know i'm making it sound really easy but these are the things that people don't know how to do and that's why they rush to paying a pr agency if you are six twelve nine even three months out from a launch of your product or from really wanting to do pr you have enough time to do to start doing these things the last step is distributing that press release so we've we've written a story i've run it by friends and family andrew everybody says they love the title this is really interesting i've built this targeted list or multiple lists now what do i do andrew great that you asked happy student the first thing that you're going to do is you're going to write a cold email to the top 10 of reporters what i mean by top 10 percent is that you're going to look at that list that you've created you're going to glance over it maybe you're going to bold the ones that you think are really big or as i call them moonshot opportunities these are the opportunities that you're going to focus on emailing one by one directly telling them why they should be writing about you with a customized message that's curated to what they cover if you saw that list that i showed in the beginning um you can have notes right here of when you eat when you contact them but you could also have a link to the original publication that they wrote about that just helps you personalize the message even more now the goal here is we're going to start with the top big opportunities because if two or three or even one of those respond and that they're interested you kind of want to chill you want to stop on reaching out to a lot more so that you can offer them some extra value which i'm going to talk about in a second so we start with the biggest opportunities in case we land one we don't want to step on their toes by by getting the same article out in a bunch of different publications so we start by dripping out a slow drip of one by one emails to these biggest opportunities and what do we say in that email after that top 10 percent list i'm going to show you how to easily blast it out to all the other people in an ethical and efficient way but the first thing to get it go through right here is how do we send a really good cold email and this is one of my favorite things to teach people because it works when you're dming someone you think is hot on instagram it works when you're trying to get a late checkout at a hotel it's like you know your messaging is everywhere how you do messaging affects everything in your life and it's one of my greatest talents that i've honed over the course of my life but when you're reaching out cold to someone you say only three things who you are and that doesn't mean introducing yourself if you see on this email i didn't say my name is andrew and i have 15 years experience that's a waste i who i am is what i what i've got for them basically so here's hit list that's who i am that's the values the name of the app that i was working for i mean that was my client at the time that who they are is they're a travel startup that already saved people 20 million dollars that's the who then the what what value do i have for them well i am offering her an exclusive interview with the ceo or something that apparently i typed in correctly um you know so it's who you are what value you have so that's actually should be 60 of the email and then at the end a call to action that's literally all you need the more stuff that you get excited oh you you know i do this interior design i've got to tell you all about it and show you many links and designs you know what happens when you see a really long email on your phone and 70 to 80 percent of us are all reading emails first on our phone now um and so with that if you see a really long email you glance over it you don't do anything and you don't get any response so the first email we send it needs to just pick their attention get them excited but be vague enough to where they need to respond you can try out ending in a question should i send the press release over would you like to see the press release things like that or you can try including it as a link to a google doc i don't like including it as an attachment i think sometimes it sends you to firewall to spam um but the goal here is to slowly drip out to the top people um direct messages so that we can see what type of response we're getting and we can really customize these messages before we go into using automation stuff now what are the extra value and i talked about earlier it doesn't say it on this potential this particular email but an exclusive interview is extra value so if i email techcrunch or usa today or wall street journal or my contacts at forbes i want to start by offering them the exclusive that's going to let them know that we're not going to excuse me we're not going to give this story to anybody else for however long they tell us the second piece of value is an embargo which goes along with the first if i give you an exclusive interview i will stop sending out the story for x number of days now if you offer those two things to a large publication you have more of a chance to get a response because they can go to their boss and be like hey i got the exclusive on this startup that is changing xyz with covid and helping people or whatever that's relevant that's going to make them look good their boss is going to say yes do it and then they're going to come back and be like yeah we want to create a story all about you this is what a pr firm is very good at they are good at creating and maintaining these relationships i've been working with wall street journal for like 10 years some of the writers are obviously new but they've been handed by other people and they know to contact me when they're when they're in a deadline and they need a random source i don't charge them anything and then they do the same and they help me out when i have a really cool story that i want to get in wall street journal this is why people come to a pr firm it's obviously going to be harder for you but that doesn't mean you can't do it and a lot of it is just throwing the spaghetti at the wall and seeing what sticks okay so you're messaging the first 10 what do you do after that this is a very ugly blast email that we did through mailchimp for a client a few years ago basically we built a thousand pr contacts we took out the top 100 opportunities a month went by of getting big opportunities and then we were like okay the embargo's ended we just want to blast it out the press release about launching this startup in the usa to all the other contacts the youtubers the bloggers the influencers the smaller niche media magazines maybe podcasts etc etc your smaller opportunities you're just going to send them on a drip campaign what you can do is you can use a software like this one you can contact me if you want to know more about these tools you can get on a call and i can show you more about exactly how to use them but this is an amazing tool that sends the any email service provider if you use mailchimp constant contact you can do very similar things with automation but this is like specifically for pr outreach tool that i use basically you can make variations of the email so you can see one two three four five emails in 11 days that we send to the reporters and after three or four you get more and more responses so you can forget about it so at that point you can kind of just shut off your pr campaign and you know that there's people are getting emailed and as they come inbound the podcasters the smaller opportunities they have questions or want to do an interview you can line those up and that is literally what's going to get you all the links for seo what's going to get you you know a lot of um exposure on in aggregate on smaller sites but you want to start with those bigger opportunities okay so let's check time we're doing great okay so let's imagine and i know we're going fast i see the comments rolling in we're going to be done in about 10 minutes and we'll have 20 minutes or so or 10 or 15 minutes at least for questions so let's imagine it's six months into your pr campaign now you have spent three months creating a list and writing different press releases you know you've got the best you've sent it out you got two really big articles already that you've now put on your website you know as seen in or in the pr section and now you've your email blast has been going um i'm sorry i skipped ahead you landed an opportunity to speak to a really big media outlet okay so you've sent it out to your top 10 or and the small ones too you're starting to speak to the media what are some things that we can talk about for speaking to the media this is actually funny enough one of the main things when we talk with clients on exit interviews when they finish up like what did you love most about our pr services a lot of times they're like you really trained me well on speaking to the media and that has trickled through with speaking to vcs working with partners like the confidence that it brings and the professionalism is really important so i wanted to share that with you guys here today you know just getting the opportunity is one thing you also want to be a good interviewer or interviewee on the interview so that your content gets used in the article there's very many times where we've gotten our startup clients in front of you know big media outlets nbc universal usa today those size things and then they haven't gone forwards because they're like i didn't really think the interview was that awesome he didn't really do that or she didn't do that good job so this is where we've created this list of you know four major things the first thing is you know practice this in your normal life don't say uh um or i don't know i think if you go and you look at all my podcast interviews hopefully i did this myself but i really focus on this in my own personal life is instead of saying i don't know an interviewer asks you you know a question about you know something you don't know and you go you know what that's a really good question i haven't actually been asked that before and i think i'd really like to speak to my team before giving a concrete answer on that i'm going to come back to you something like that if this is if this is a podcast and it's live that's fine you don't need to come back really you can say you know what um that's a really good question i don't want to give the wrong answer so i'd rather look at the data before we go deeper in that but i know it's xyz or i know this or talk about what you do know and kind of deflect that if it's talking to a reporter and it's not recorded then you can do exactly like i said in the beginning it's just like that's a really good question let me get back to you on that i'll send you some email now when you're doing interviews um and they are not being recorded often they're over the phone with the reporter now during covid they're not meeting up with anybody you want to talk slow enough so that they can take notes they're going to paraphrase a lot of the things that you said so the slower you talk the more accurate they can be and you do not want to be represented unaccurately you want to give short answers as well and without repeating yourself and i see so many business owners and startup founders especially when they talk about like you know what was your how did you get started in this practice that look in the mirror literally tomorrow and practice your origin story it needs to be 30 seconds or less you need to be able to give the about this thing called the elevator pitch if you don't know what that means it's can you pitch your company while an elevator is going down that's where the name comes from so practice that stuff as well give short answers otherwise they're just going to potentially latch on to the wrong parts of your answer to not give you full representation of what you said the last thing really is don't disclose anything to a reporter that you would not want to be published no matter what off the record isn't always off the record because they don't really remember what was off the record or not a lot of times they're just writing notes and they know that you said xyz and it gets through and you get misrepresented and you're not super happy about that so a good rule of thumb is basically to say not to say anything that you wouldn't want millions of people to know um so you know that's really it so pulling it all together i mean i do full day workshops just on public relations where we everyone practices of uh writing headlines and we go a lot deeper so definitely going to want to rewatch this but um basically you need to first figure out how to leverage what you have you don't have millions of dollars you haven't generated millions in revenue you haven't helped millions of people i've worked with companies that have millions of data points that they categorized and so they're a big data company that's done something new with data or data science you know um maybe you have a t a super team that you've assembled that no one's ever and it's like x google and x uber and you know like that's a news story that this team has been assembled or you know that your early tests show that you're on track to innovate this in this problem or solve this industry or you're just launching those are all stories but create a good story or a bunch of stories see what sticks you can recycle your pr materials later on you know obviously if you get a an article published or a podcast you can put that into social media but you can also cut up pieces of your pr those quotes from early customers the quotes from your founder you can make that into quote blocks and put that into instagram and social media so recycle all of your marketing stuff as much as possible plan your pr activities well in advance when i do seminars like this and you know i know i go very fast people are always like andrew this is amazing what do i start with first well put one thing on your google calendar every day we're gonna start out with finding those the lists we're going to build that list so on your pr calendar every day for the next 30 days i'm going to spend 20 minutes and i'm going to build that list and grab a couple new email addresses then month 2 i'm going to work on the story then month three i'm going to actually start reaching out for a whole month to the media three months you're ahead of your product launch you're ahead of really worrying about growing the company you're going to be able to get a lot of traction within that quarter so just plan them out in advance so you don't feel inundated and overwhelmed in that day one okay the last thing there is really be aggressive if you know you've got a valuable story for that audience then you know if they don't answer on email go ahead and add them on twitter tweet to them publicly if they don't add follow you back hey i'd really love to send you a story can we dm you have value for them it's not just about getting value it's like you're trying to create value for those people so that's how you can really focus on that and obviously like i said build your press list over time now before i get into the questions i just want to talk so this is one chapter in my book that has 10 chapters and it's called the startup growth book you can find it on amazon you can find me on andrewsstartups.com you can ask me questions about this presentation other things on social media at andrews startups but the book is called the startup growth book you don't have to have a startup for smes solopreneurs small business owners that need to know how to do these channels i teach how to do influencer marketing email marketing search engine optimization and more and i think you'd really love the book and it's obviously on amazon for five bucks for the kindle version let's see um see what kind of questions we got you guys so sanjay told me about all right grace is also an interior designer recently certified as a coach speaker and trainer specializing wellness coaching interesting grace definitely message me i'd love to learn more about that personally i have a wellness coaching startup that i'm coaching we could possibly work together i don't see any questions here you guys so if anybody has any questions related to how to do your own pr or any other marketing stuff i would love to chat with you i'm also going to put my information right here below for everybody right now so you can copy that and paste it and see what's up and i'm going to wait a couple more minutes for questions if anybody's on and you don't want to type out the question now is the time you can turn on your microphone and you can um you can ask me a question audibly if you'd like or you can just put it in the q a section here we don't have any questions which means i'm an amazing teacher and that's awesome so well why we're waiting a couple last minutes i'll just keep talking this book took me 15 years to write it has an incredible amount of knowledge on how to do things for free there is not a need for paid advertising at the early stage of your business and that is a lie that paid companies like facebook um and you know all the other and google and all the other advertising companies they tell you you need paid advertising to grow your business you can start organically that's the reason why i wrote this book i want you to start these different channels organically figure out what's working like for instance social media you know you you can start off figuring out what type of content people react to that's something that promo republic can definitely help you out with what type of language what products what call to action is working best and then you can spend money on social media after that okay sanjay has a question we've got two three questions any specific suggestions for leveraging your social media without paid ads yes so i want you to take the top well you're not going to grow your social media on page without a paid budget so you want to make sure that you're scheduling a lot of posts that you're using the right hashtags and the right keywords that are going to send great signals to your audience into google but the most important thing you can do dw on social media is go off of your own pages and go to the groups follow the hashtags on on different social media the keywords the comments the top youtube videos that are related to your your business and your target demographic and create exposure in those areas so joining all the facebook groups all the linkedin groups going onto youtube and searching for the keywords related to your business and commenting on those top videos going on the subreddit on reddit related to your target demographic and your customers and creating content there that's actually the most powerful things that you can do in social media and i teach all about that in the social media section of the book it's literally i coined the term off-page social media marketing so you need to schedule all the good content that you want to post on your own pages you need to look at it with your analytics to figure out what you should keep doing and what you should do more but it's actually not going to grow your business very much on page social media unless you randomly go viral and you know you've discovered the next tick tock before anyone else majority of the time you need to go and grab people who are already talking about your business your service your industry your product your problem that you're solving and bring them to your business alex asks how many press release title topics should you test before finding the right one for the huge media honestly i only want you to reach out with one press release to the huge media but i think that you can start with you know five to ten titles and subtitles talk to co-workers talk to friends and family talk to a marketer that you know you can email me you can dm me on instagram and i'll tell you if it looks good or not if i have the time and you want to you know really figure out which one press release you should be working on before you rewrite them now if your business has multiple verticals like i showed you an example you might make a you might slightly tweak like 10 to 15 the press release for each one and then you're going to use that press release for each targeted media okay now i think sanjay had one more question see nope sanjay is working on posting on linkedin posts for the past few months how can i leverage that content for for pr they're really not relevant so i don't think you can leverage it too much unless you want to take quotes from your linkedin posts and put them in to your press release um and uh yeah so i don't think that qualifies so how can an artist use public relations so obviously i don't think that you're going to be able to reach out to the largest publications but there are p art art specific publications so you're an indian artist that's doing really cool things that's unique because of xyz and you know maybe there you focus on indian publications who want to tell the story about indian artists and designers maybe you focus on a publication in the us but they want to talk about immigrant um artists and how they're doing so you have to make it relevant for them but yes that definitely um you can definitely talk about launching a new collection 100 so i think that's all the questions you guys i think we're going to wrap it up so i'll give one more question if anybody wants to ask now is the time if not definitely hope that you grab a copy of the book and that you connect with me on linkedin i'm andrew lee miller on linkedin or on twitter at andrewsstartups or on instagram andrewsstartups i would definitely love to hear more about what your business is and how i'd love to show you how i can help you grow thank you so much for your time cheers

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