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Ep42. How to tackle PR as a small business owner

This week's guest is no stranger to securing some of the most renowned publicity for her clients - including the likes of Oprah, Forbes, The Huff Post and more.

Flori connects with Publicity Strategist Selena Soo to learn the ins and outs of publicity for small business - how to get it and what it can do for you.

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Tune in to hear about:

  • How Selena has been able to impact the businesses with which she has worked
  • How you can get the PR snowball rolling by stepping out of you comfort zone 
  • How you need to challenge the status quo to be successful with your PR
  • The 5 key steps to PR success that every small business owner needs to tick off
  • Tips to show yourself and your work in the best light to media owners and influencers

 

About Selena Soo

Selena Soo is a publicity and marketing strategist for visionary entrepreneurs, experts, and authors who want to reach millions with their message.
 

She's helped clients and students get featured in places like O, The Oprah Magazine, Forbes, and Inc., and land interviews on popular podcasts and national TV. Many of Selena's clients have become industry leaders with 7-figure businesses, raving fan bases, and hundreds of thousands of followers. Her signature approach comes down to building powerful and long-lasting relationships with influencers and the media in a thoughtful, authentic way.

 

 

Selena has been featured in magazines and websites like Forbes, Fast Company, Inc., Business Insider, Entrepreneur, Success, and The Huffington Post. She has been a guest on podcasts like Entrepreneur On Fire, Smart Passive Income, and Mixergy. She lives in New York City.

 

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Connect with Selena

Website: https://www.selenasoo.com/

 

Guest offer

Go to impactingmillions.com/businessschoolformums for a free video series to help get major publicity in your business.

 

Transcript

Flori Pyke: [00:00:53] Welcome to Episode 42 of the Brave Business podcast. And today you've got myself Flori steering the ship and I'm so ever lucky enough to be connecting with a bit of a legend herself, Selena Soo. Now, I just have to say for the record this is a complete pinch me moment because I have been following you for like the better part of about five years. So to see you here and to have you on the podcast is a huge honour. Welcome Selena.

Selena Soo: [00:01:21] Thank you! I'm so honoured and, I didn't realise that you'd known about me for five years that's like, you know I have a business for almost seven years right now. So pretty much from the beginning, so thank you.

Flori Pyke: [00:01:31] No, when I first connected with you and this was like months ago, I remember you and I had a Skype call, I was like wow, this is amazing! So to now have you on the podcast is unbelievable. Now, let's do a bit of an intro on you. I suspect a lot of our listeners already know who you are. But just to make matters clear, I want to give a bit of background around you and then I'd love for you to actually share some of your stories because I know you have quite a few in terms of the impact that you've been able to make throughout your business. So, Selena is a publicity and marketing strategist for entrepreneurs, experts and authors who want to reach millions with their message and for the record, she has been featured in a lot of publications including the likes of Forbes, Fast Company, Business Insider, the HuffPost, you name it. She's basically a trailblazer when it comes to all things PR. So that's a bit of a background on you but I'd love for you now to share a little bit with our listeners around some of those epic stories around the impact that you've made because I know there's quite a few.

Selena Soo: [00:02:36] Yeah absolutely. I feel very humbled to be where I am today. And just you know now I can tell people I'm almost seven years into business and you know when you're in your first year, your second year, your third year, it's still like a baby and it still feels like a startup. I'm like you know I just feel so proud that like I'm still around because the truth is like running a business is really hard. [Flori agrees] even if like from the outside you've got like the revenue numbers or whatever it is like you know, just being able to sustain the business, to have the cash flow, the profit margins, to have that longevity means a lot to me. So I'm feeling good about that. And also one of the things that I really appreciate today is when I was starting my business you know, I was curious are there other women out there like me who are very heart centered, who are naturally sensitive, who are introverted and shy. Are there people like that who are successful? Because I would see people who seem to be these super extroverts, overly confident, in a great way you know like the kind of people that run to the microphone on stage [Flori agrees] who are [inaudible] in front of an audience and just be like okay. I'm not like really there like that’s not my comfort zone. And so are there people like me that can actually be successful in business? And before starting my business, the last shot before my business was working at a nonprofit. And I've always been someone who's really mission driven and passionate about helping other people but I wondered like would that translate to business. You know even though I had that drive and I love promoting other people but I was someone who was very... you know, I told myself I prefer to be behind the scenes and on some level I still do. I’m a big strategyperson and I love seeing people shine first and foremost but you know a big part of being able to grow my business has been overcoming my fears and my fears were so crippling. I used to be afraid of even introducing myself in front of a small group of people, like in my business school class, I would mentally rehearse like how to you know even just say like what I do, why I'm here, and that kind of thing. So I was very self-conscious and yeah early on my business, I started doing workshops and eventually webinars and courses and so. It required me to step up in a big way and do things that made me physically sick like [Flori laughs] and also at times, I felt like paralyzed, frozen and just like this sense of dread you know, every cell in my body. But then I also had this voice inside of me that's like Selena you've got to do this. [Flori agrees]. On the other side of this is something really great. So, I really enjoy the work I do today, not just helping people the tactics, but also being someone who is really looking to elevate other people to create more role models, [Flori agrees] people who are extra and introverts and you know women of colour, or different sexualities, like just I'm all about diversity. [Flori agrees] That's a big passion of mine. I'm just super grateful to do the work I do.

Flori Pyke: [00:05:13] That's amazing. It sounds like you know we do a lot around mindset with our students and our audience and it's a big focus for us actually on the podcast as well and exactly what you described in terms of the fact that basically the magic happened when you were able to step out of your comfort zone you know, the fact that you felt physically sick [both laugh] but then, that you were able to take that step and like, you just got to start somewhere, right? And look where you are now, right? It's pretty amazing to be honest.

 

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Selena Soo: [00:05:43] Yeah. I'm so grateful. And so now like you know, there's less fear. My mind still goes to like oh you're gonna mess up or you know do you really want to do that or oh my gosh like this is a big thing, but I think mybody kind of knows now and it doesn’t freak out as much [Flori laughs] because it has like taken enough risks, and you trust yourself. Things always turned out fine. [Flori agrees]. But if I take risks, I get support. You know, I hire a coach [Flori Agrees] to advise me if this is risk or you're looking to more public speaking. OK. There is like public speaking coaches, so they're not like risks that are going to cause me harm. [Flori agrees] But in our minds and in our bodies it can feel like, oh no, this is the end of the world.

Flori Pyke: [00:06:19] Yeah definitely. That just goes to what it's like to be a real entrepreneur, right? The fact of the matter is that in order to stay 10 steps ahead of your competitors and in order to be around for like you said seven years, you constantly have to be taking risks. You constantly have to be innovating and putting yourself out there and stepping outside your comfort zone. The first time is always the hardest. But then once you can do it and you realise yeah, you know what s**t I got this like, then it does get easier, right? [Selena agrees] Awesome! All right. So, one of the things I remember reading about you, well I can't even pinpoint a time because I've been following you for so long. I don't know at what point in your journey this was exactly. But you know some of the PR that you've been able to secure for various experts and entrepreneurs has been quite amazing. and, I'd I remember particular reading a lot around how you worked with Kimra Luna love for you to just share like, some of the PR you've been able to secure for some experts in business or related fields because I know for instance you've been able to get people in the likes of O and Oprah like if you can tell us a little bit more around that, I'd love just for you to share that story a little bit more.

Selena Soo: [00:07:34] Yeah. Gosh there's so much to share but I would just say kind of at a high level. I have helped people from all different backgrounds. You know sometimes people think well, like Kimra Luna for example she has like a huge extrovert, right? [Flori agrees].But, also I think that she had a lot to overcome to share her story. Like, not everyone is comfortable with owning their story. [Flori agrees] But she was willing to really put it out there.So the fact that she grew up on welfare, you know details about an abusive childhood and really you know, choosing to stand out with her well once bright blue hair, now purple, constantly changing but she was willing to share like all these interesting details, really develop her story and character and also just go really deep so that can help a lot. And also I would say that there's an aspect of her that like she'll feel the fear and do it anyways. And even early on in her business she started pitching herself for podcast and, she got you know, a bunch of no’s but that she got like one or two yes’s like I'm gonna keep going. Hey you know I just kept going. I mean it was also just really great to work with her 'coz sometimes, we can think her story is ordinary because the only story we know. We need someone else look at your story and be like actually that is really extraordinary. Let's pull that out. Let's make sure you talk about this. Let's lead with that. So it's super rewarding and she's been on I mean probably over 100 podcasts at this point and a lot of top business publications and feature stories and you know she worked with me when I had a publicity mastermind and I would have her come to events where I'd bring the media and I would have my clients like just you know share a bit about their story in front of the media and a person followed up with her being like oh your story is so inspirational and then including her in a special piece on Yahoo, which was this is back in 2015 but the top personal finance stories in 2015 and she was one of them. So that's been powerful but I have also I think of one of my students in my Impacting Millions program. Her name is Neelam and she's Indian. Now, she's a retired school teacher. English is her second language. And when she was on my Impacting Millions webinar when we were opening up doors for the program she was so cute. She typed in the chat like Selena, can senior citizens join Impacting Millions. And I was like absolutely anyone can join Impacting Millions. I'll be so honored to support you. But it just goes to show that listeners think oh, you know, am I too old for this? Is this right for me? Do I need to have more experience? And so you know she was a school teacher but, she really wanted to establish herself as a parenting expert because she had raised four successful kids and she's really passionate about teaching parents how develop better relationships with their children to help them succeed more. And so, you know through working together she got her first podcast interview with an expert who is a regular columnist for Oprah magazine. [Flori says wow] Yes. That was great. She wrote an article on Huffington Post with her tips I remember. She has this one really cute tip about how you know when you've got kids, who they're coming back home at all hours she's like if you can't do dinners together like have a midnight snack, like that kind of thing. [Flori agrees] And she’s just owning the expertise she has. So yeah! I've worked with such a wide range of people. The thing I'll say is like, some of this stuff takes time. I mean a lot of times you know, we have this big vision for ourselves but it's not overnight because even if you're like I want to have a seven figure business. Though you may be on the path but, really it doesn't happen in overnight. This is for many people several years in the making.

Flori Pyke: [00:10:58] Absolutely, yeah, And a lot of hard work.

Selena Soo: [00:11:03] Yeah. It doesn't require one thing. It requires many things. It's not like you just hire one coach or do one thing and you're there. [Flori agrees] You know it's work with multiple people. You work at it from different angles and so forth. So when people like you know want to be Oprah's expert. Like, Farnoosh Torabi it's like you know she also had this longer journey and I won't take credit for that because I helped her at a point in her journey. But there is so much that she did to really set herself up for that opportunity. But a lot of it, she shared with me and with my groups before that she had a unique point of view, because they were looking for someone to replace Suze Orman. And there's a lot of finance experts out there. But as for the question in the interview like what makes you different? And one of her focuses is you know because a lot of people when it comes to personal finance, it's not about how can we save money, how can we penny pinch. And she's really about helping people maximize their earning potential. And you know how can I make more versus how can I save more. And really opening people's eyes to other options that bring in wealth and other things are kind of unique to her. They're different than what everyone else said. So that part of it is like finding your voice. But sometimes that takes time, but it is important to get clear on OK like in my industry this is like common knowledge, this is how everyone says things should be done.But how do I do it a little bit different or you know are there people in my industry and I feel like they're actually telling people advice that is simple and if they do that it's going to make their life worse off. And like, you know I've got this different perspective. So yeah it's been really interesting. I also think back to like when I first connected with Marie Forleo and Gabby Bernstein. Because I knew Gabby Bernstein when I worked at a nonprofit and, she was like a member of the nonprofit, she would be a guest speaker and all that. So, before she even had her books coming out when she was hosting a little six person workshops in her walkup studio apartment in the east village you know I was there and I remember that people like her and also Marie Forleo you know, just the visions they have like so many people have about being in Oprah and then just seeing like it actually did happen. It didn't happen like in six months or overnight you know it was a number of years. And there was also a number of things they were doing to get themselves set up for those opportunities. So it's just exciting to see that these things absolutely can happen and I just can't wait to see who are the next generation of experts and leaders that I'll have hopefully an opportunity to support in some way through a program or an event or just connecting as a friend, whatever it is but yeah I'm all about elevating those people that have got important messages, that are going to most importantly like heal people and help them live better lives on some level.

Flori Pyke: [00:13:31] Yeah no definitely. I love it. I have to say in particular I so agree with you that dare to be different. Like that messaging around finding your point of difference and your angle, is something that's going to enable you to stand out. And today the crowd is bigger than ever and it's going to continue to get bigger than ever and you need to challenge the status quo. And that messaging for me is so compelling like be it from a PR standpoint to just a basic business foundation standpoint, right? If you want to be successful in this game, you've got to be willing to challenge the status quo and put yourself out there and don't just go with the herd, right? Open your audience's eyes to other messaging, right?

Selena Soo: [00:14:13] One hundred percent and actually just making me think about me really embracing that I'm an introvert. Because it's one thing that sometimes we can even feel a little bit of shame around like, oh I wish I was just more extroverted. I wish I wasn't so socially awkward at times in different situations. I wish I was good at small talk. And I remember like people saying to me like that's what makes you inspiring. The fact that this is hard for you and yet you do it anyways and that you're not just someone where it's like, oh of course you're good at this. You're able to help people from all different situations. And so like you know I embrace it. And even in this interview like I already shared like specific stories of like fears I've had to overcome. Because one it's like what I want to share. Because I think that we have to remove the fear or act with a fear before we can even get anything you know like publicity. I mean to be honest it's not that complicated. You know, I mean yes there's things to learn with everything but the act of sending emails, following up with people, putting yourself forward, promoting yourself is not the hardest thing in the world. It's not rocket science. Yes there are certain things that you need to learn that can really change the whole game for you. So when I look at like the people who are successful, they're not the smartest people in the world. They have a go-getter personality where they just put themselves out there, but anyway. So yeah when I think about how can I differentiate myself and how do I want to show up to really connect and inspire more people might I have to share my fears and my introversion because I know there's gonna be people out there who can relate to it.

Flori Pyke: [00:15:37] Exactly. That creates a platform for connection as well, right? Like people connect with people and that is such a relatable story that you have. And like you said so inspiring because here you are an introvert at the core and yet you're a publicity expert. It's day and night, right? So I think enabling people to see that you've been able to overcome this and look where you are now is all the power to you. It's quite inspirational to be honest. Now Selena, you mentioned that you are often in alignment with other things, strategies and I imagine more so on a marketing front can be really effective. I'd love for you to kind of like touch a little bit more around that I guess like what can PR do for your business? Are there other strategies that you maybe suggest like you do in alignment with PR?

Selena Soo: [00:16:23] Yeah. So I mean one of the first things I'll say, is that PR is so important, because it's one thing for you to tell the world like hey I'm really good at what I do. I'm number one. Sign up for my program. 'Coz if it’s only like a one-way communication from you like it can fall on deaf ears. But when you have that social proof and publicity is one of the ultimate forms of social proof. Whether it's a feature story on Forbes.com or cover story in an industry publication, top podcasts, or maybe like one of the biggest influencers in your industry that has some kind of platform featuring your work. It just means more to people. People buy from people that they feel like they can trust. And I know for myself, it's a part of my personality. If I know Oprah endorses something, I'm just like a million times more interested to know who is that person? what is that book? It's just kind of how our minds work whether it's Oprah, or some kind of our media personality. Also about building relationships, right? Having other people know about the quality of your work, you know to speak to it and all that. So, it is something that's really valuable. I mean one thing that we also need to remember is when we get a media hit and it can even be something that we do once and years later, 5 years, 10 years, 20 years later we can say you know, that my work, my story, my advice, my ideas have been featured in the New York Times, Forbes, Oprah magazine just with one hit. And it can even just be a quote. So that kind of social proof. Those media logos you can put on the home page of your website, that you can put at places where there's a call to action, opt in page you know webinar registration page, freebie opt in, sales page, a million places like that is just so valuable, that I think it would be silly to not make the effort to get at least a handful of media logos that are relevant to your industry. So it's kind of the gift that keeps on giving and also when you're being invited to speak in events or on a podcast or whatever it is, people can introduce you and mention the media you've had. So, that is super powerful. So, one of the things that I'm all about is strategy, because I know how busy entrepreneurs are, so I'm not about trying to do everything. It's like how do I do the right things and be strategic about it. So I've got this concept that I'll first explain. I think it's really critical and it's called the Publicity Pyramid, very proud of like developing it about that how do I like modify my ideas in a way that's really understandable. So basically what typically happens is people will say to me like, Selena if Oprah knew about my work she would be all over it. How do I get on SuperSoul Sunday as quickly as possible. What's the straight path to that? How do I get on the Today show? And, it's so amazing to have that vision and it's something that we have to work towards. So, what I recommend is first building your home base, right? So your home base is at the bottom of the pyramid. You need a home base to be strong. So that's basically your online presence, because people are going to Google you first thing you know when someone recommends you. Who is this person? If there's nothing online, no website, no social media, no nothing, they're going to be like is this person the real deal. You got a website, maybe you have some blog posts, they can hear your voice, you've got an about page, you get newsletter site is like OK this person is established. They're building their audience, getting themselves out there. So that's kind of step one. And, the second level in the publicity pyramid is guest posting and what I love about that is there's a lot of guest post sites, that I have really well-known household names such as Forbes, Huffington Post, there's a million others. And so, right away when you get your first media hit like, it's a brand that many people will know about issues like the media outlets but, also it's great because with guest posting they'll often link back to your website. There can be an opportunity to include a free gift, and so it also builds your email list and I'll share a story in a moment about a client who did her first guest post opportunity and she got some great results. And then level number three, is podcast. So, after your home base you've got your website. You're writing stuff online. Now you're writing stuff online on someone else's website right? So, it's like a natural progression. And after that you've written about your ideas, you share them in depth. Now it's about having a back and forth conversation you know a podcast or maybe it's doing video, right? Now podcast, it's going to typically be a more niche audience. So you may have a podcast that all of your ideal clients listen to, but if you told your mom the name of the podcast, she'd be like wait what's that? I haven't heard of that before. So, while it's more niche, it can be more targeted. And you know oftentimes as podcast host, it's not uncommon for them to have built an email list, an audience, of students, of buyers. So, that's like a great you know opportunity and people listen to podcast for an hour, or whatever the amount of time is like, they are investing their time their energy oftentimes their money in developing themselves. Podcasts are really great for, if you're selling coaching, consulting, high end services, online programs and so forth. So this is actually my area of focus when it comes to publicity. And then moving up, then you get more mainstream, so magazines would be next where you would be offering some things like that. You know it's cool when, people bring their magazines to the beach and on the airplane and so you're getting that reach but it is a lot more mass. So if you've got a book coming out, you've got something that's more of a mainstream price point. You know, whether it's nine dollars, nineteen, ninety nine dollars, one forty seven, that can be great. But if you're trying to sell like a ten thousand dollar coaching package, your mastermind like the leads from a general interest magazine is not going to be as qualified but it's perfect if you've got a book and you want to get on best sellers lists, and get a book deal and all that. And then the highest level, and I say high is not because it's necessarily the best, but it's something that you work up towards is the TV. And with TV like the average TV interview or segment, it's three minutes. So you really have to get soundbites down and you also have to be great on camera. So it's something you need to work up towards. But the thing is, once you do all these things, if someone had a contact with Oprah and said you have to check this person out they're so amazing, and the producers check Google and they're like oh this person's got a website, awesome. Oh they have this article on Medium. Oh there and I see like what's popping up Forbes, Mind Body Green, Thrive Global. Oh like iTunes. I've done all these podcasts with industry influencers. Oh I know that industry and influencer. Oh on their website they've got a logo from this magazine. Now it's like OK this person is a real deal. They've put in the hours. They’ve developed the reputation. They've built that body of work and also what happens when you start doing publicity. You know you start writing articles. Well that article may be a basis for a book that you write in the future or you start you know sharing stories in your podcast interviews and you realise people are falling in love with the story and these big ideas is the basis of my TED Talk or you start being in the media all the time and you repurpose it and influencers and leaders in history are like this person the real deal. Can we partner or collaborate? Can I put them on a platform or even people be like hey can I hire you as a spokesperson? I had a client who was a sleep expert and she never got any media before but through Impacting Millions she got so much media when she got on TV and things like that and so it's like a mattress company and multiple companies want to hire her to be a spokesperson. They sent her to these media practices with editors from Elle and Vogue and she would give her like sleep tips and then she would create all these relationships and it pays off while at it and it opened up a million doors. So I just think it's important to understand that all of this is connected. [Flori agrees] It's not just because people sometimes you know where they're coming from they're just like oh I offered a quote for an article. I did one podcast interview and nothing happened. But sometimes people think that publicity usually overnight success. When we translate this to business, let's say I had one sales call, I have a six figure business right now. You know you got to put your reps in, right? So yeah it's time but it's so rewarding to do that.

Flori Pyke: [00:23:57] Yeah definitely. So there's five layers to the pyramid. Is that how it works? Did I get that right? [Selena agrees] OK cool. And so from the sounds of it you're addressing to also take the overwhelm out of it for a small business owner who's starting out it's saying OK just start with the basics get the home base right and then move up from there. Is that the premise, essentially?

Selena Soo: [00:24:15] Yeah absolutely. And sometimes you might go in a different order and maybe you have a friend at a magazine and they're like I want to do a story on you. You can certainly jump around but if you're looking for the path of least resistance, all things being equal, this would be the path you would follow.

Flori Pyke: [00:24:31] Yeah right. OK very cool. Going back to the home base because we have a lot of small business owners who listen to the podcast. Can you expand a little bit more around some tangible takeaways on exactly maybe how to build that home base or you know some first key steps to take for small business owners to secure PR? Because it's kind of a daunting task. Like even though I know you said it's easy to put together these e-mails and you put together the email list and all this but all that stuff takes a lot of time, right? And when you're starting out and it's just you as you know it's like well.. [laugh]

Selena Soo: [00:25:03] Yeah. So when I say it's easy I mean that any single person can do it. But like everything, it takes work and there are certain things that you need to learn. So I'll say like when you think about your website, the main page that people go to is About, right? So the media is gonna go to the About page first. Let's say the page that says Media, that wouldn't make sense in the beginning. I have a lot of clients in the coaching industry and I find that a lot of times like they're About page is a story which is itself not a bad thing but it's kind of like novel and then the media kind of read all of that. They just want to know is this a credible expert. So you want to have a bio there with your credibility markers built in. So you know OK yes you're a coach but how many years have you been coaching people or what kind of coach or do you have a certification or are there particular results? Can you say, you know I'm a love coach and I've helped you know 90 percent of my clients get into serious relationships in the first nine months of working together. Or you've got a unique approach to help women find the top 1 percent of men or I believe X Y and Z. So things that distinguish you that offer some credibility markers because we all have those. You can have some of the story for sure on your website that you also want to have a bio that's really easy to find people can look at it and be like oh this person like is not someone who just has zero experience and decided yesterday they've been helping people and it could be pro bono, it doesn't matter. They don't need to know that but you really want to show yourself your best light. So that's one piece. And then the other thing is I do think it's helpful to have a blog I think because that's a really great way for people to read about your ideas and for them to get a sense of your perspective especially if you're looking to write guest post or be featured in magazines you know of someone they can see why this person is a great writer or they share great stories, great advice. That's going to be a plus for you. It's not mandatory but it's definitely beneficial. I would say those are the key things. In an ideal world, you also have some client testimonials so people can see that you are the real deal that you are working with people. And one of the things that actually a lot of people I noticed make this mistake is they have a lot of testimonials but they're like very vague you know, so this whole thing oh I love talking to so and so such a good listener or whatever but it's like one from a client perspective of someone going to spend thousands of dollars just because you're a good listener. What are the results? Like what are the specifics and all of that? And the other thing that's often missing is like they have a lot of testimonials of people who all look the same. When you think about the media, any kind of media outlet really, they're looking to reach a diverse audience. So if your entire audience is on women in their early thirties, it's going to look like you know you're not that versatile in your skill set. So on my website and also just even when I'm marketing my own programs I show that I work with people, even though almost everyone, my people are usually women I wish I had more men but you know I have women of different ages, different races, different industry. All that stuff is really important.

Flori Pyke: [00:28:04] That's really interesting. And it's something that I hadn't necessarily thought of from exactly like the media standpoint and how they see exactly those faces and how relatable your audience is. And I guess it also goes to speak that if you do show this diversity of your audience, when someone comes who reads those testimonials and they see someone who they can relate to, they're that much more inclined to think well wow like if it worked for her and she you know she's the same kind of age range as I am or you know have similar backgrounds, she works in the same industry as me. This is showing me proof that it will probably work for myself. And I think that also goes to show how important it is to show this diversity of different testimonials from different people, right?

Selena Soo: [00:28:49] Yeah absolutely. And also like the people in the media are people from diverse backgrounds. You may have one who is like an African-American editor of Oprah magazine or someone who is you know in their 50s working on Entrepreneur.com you know. If it's only one type of person you know, people are people. They just might dismiss it if they don't see themselves in any of that representation.

Flori Pyke: [00:29:13] It's interesting because a lot of what you're saying really relates to the copywriting like that level of specificity and detail and including data and numbers you've related to it or referred to it sorry quite a few times over the course of this podcast and how compelling that writing really is to reach out to people and to resonate with people and how important it is. So yeah just a bit of an add on there on how important copywriting is for me. Thank you so much for your time, Selena. It has been such a pleasure to connect with you. And yeah like I said such a pinch me moment for myself. It's been absolutely epic. So thank you.

Selena Soo: [00:29:56] Absolutely. And if there's a moment I want to share a free gift that I have for your audience.

Flori Pyke: [00:30:00] Yeah definitely. Please. We'd love to learn more. Where can we find out a little bit more?

Selena Soo: [00:30:05] Yeah. So they can go to impactingmillions.com/businessschoolformums. And I have a free video series to help people get major publicity in their business even if they're an introvert, even if they are in the early stages of their business. So we really break down what it takes you know how to figure out you know what kinds of opportunities are great for you, how to actually get them and all of that. We share like the seven steps to getting publicity so they can go there for that info, opt in and we have a bunch of free gifts. We have a list of 200 media outlets, a media calendar with story ideas and the other really cool thing is when people opt in for the video series and they answer a few short questions about them they'll have a chance to win an all expenses paid trip to New York City where me and the lucky winner can spend some time together and I can also introduce some of the media influencers in my network. So. Yeah. Just so many reasons to sign up for the video series. We open it up just once a year for a short window of time so they can go ahead to that link to check out all the details.

Flori Pyke: [00:31:04] Oh wow that sounds amazing. Thank you so much. That sounds like a very helpful guide as well like the steps and the framework and what have you. Because I know in speaking with a lot of our students the whole like I said the whole exercise of getting publicity can be quite daunting and overwhelming. So to have a framework to follow just sounds awesome. So thank you. Now for our listeners please don't forget to check out the show notes. You can pop over to our website at businessschoolformums.com/podcast. And Selena I'm going to put you on the hot seat here because typically at the end of our podcast, we get our guest to share a bit of a parting thought with our listeners based on what we've chatted about. So any kind of key takeaways for our listeners from our chat today?

Selena Soo: [00:31:49] Yeah I would say that the greatest gift that you can share with the world is sharing your story and being who you are. I think the world is just like craving more role models and people who are real, right? And it's what I needed at a point in my life to find the inspiration to start my business to pursue my dreams. So yeah I really you know oftentimes you can say to ourselves well other people know more than me or you know why would they want to feature me when there's x y z person. But you know when you can share your story with the world, your expertise, you're really helping a lot of people in the process and it creates that ripple effect. You know you help one person, they help another person and then you know you are helping create a lot of good in the world.

Flori Pyke: [00:32:33] No I love it. I mean it goes back to when you started out chatting to me today and just saying it sounds like you have a purpose here and it's carrying through in this parting thought that you want to help lift others with their messages as well and empowering others to do that is so fundamental so thank you. Now for our listeners, ladies remember be brave in your business and Selena thank you so much again.

 

HOW TO CONNECT WITH ANNA AND FLORI

Business School: www.businessschoolformums.com

Podcast: This email address is being protected from spambots. You need JavaScript enabled to view it.

Phone: 1300 634 230

Instagram: @businessschoolformums

Facebook: @businessschoolformums

Twitter: @BSFMums

 

HOW DID WE DO?

We are incredibly excited to be able to share our small business insights via The Brave Business Podcast. We have done all the hard yards and we hope to be able to provide the very best content each week to help you in your business journey. We will tackle the topics that will make a HUGE difference in your business when you reach those 'a-ha' moments. If you are enjoying the show, you can help spread the love and pay it forward by leaving a review. It will make it easier for other Mums in business to find us and kick their own goals. Win/Win ?

 

 

 

 

 

WHO ARE ANNA & FLORI

Based in Sydney but servicing clients worldwide, Business School for Mums (BSFM) is an education hub for Mums in Business. Founded by Anna and Flori in Sydney in 2016, BSFM’s mission is clear - to deliver Mums all the coaching, training & resources they need to ensure RESULTS in their small business.

The Beyond Brave Mastermind was later founded in 2018 in response to existing students wanting to scale their businesses further. The Mastermind delivers advanced one-on-one training to help students break through to the next income level in their businesses.

WHAT OUR STUDENTS SAY...

“BSFM… GAME CHANGER. It has literally been the best thing I have done for me, my family and my business. I am now confident in my abilities and success. I have a wealth of business knowledge and I am earning more than I could have EVER imagined this far into my business journey” - Indee Harvey | Indee Visual Design

“BSFM is THE Single best investment I have made in my business and I know it will make the difference between succeeding and failing.” Rachel Brittliff | Curious Kids Science

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